UNIV OF MD COLLEGE PARK 3 IMBO D5ST5DD3 ^ lAllONAL BRUA0GA8TING COMPANY. Ifii GENERAL UBRARY 10 ROCKEFELLER PLAZA. NEW YORK. M. v Digitized by tine Internet Archive in 2013 ' '■'■■9 r-et. N.VV. n, D.C 20036 /-> / J^ http://archive.org/details/sponsor18spon_2 Can piggyback sponsors be stampeded? 31 IRTS seminar hones timebuying tools 36 Syndicator 'hits the road' with new show 45 w < a. Successful selling requires precision, flexibility and economy. These come with Spot Television. That's why you'll find more and more important national advertisers using Spot TV on these outstanding stations. KOB-TV Albuquerque WSB-TV Atlanta KERO-TV Bakersfield WBAL-TV Baltimore WGR-TV Buffalo WGN-TV Chicago WLW-T Cincinnati' WLW-C Columbus" WFAA-TV Dallas WLW-D Dayton^ KDAL-TV . . . DuluthSuperior WNEM-TV .... Flint-Bay City KPRC-TV Houston WLW-I . .... Indianapolis" WDAF-TV Kansas City KARD-TV Kansas State Network KARK-TV Little Rock KCOP Los Angeles WISN-TV Milwaukee KSTP-TV Minneapolis-St. Paul WSM-TV Nashville WVUE New Orleans WTAR-TV Norfolk-Newport News KWTV . . ... Oklahoma City KMTV Omaha WDBO-TV Orlando KPTV Portland, Ore. WJAR-TV Providence WROC-TV Rochester KCRA-TV Sacramento KUTV Salt Lake City WOAI-TV San Antonio KFMB-TV San Diego WNEP-TV Scranton-WilkesBarre WTHI-TV Terre Haute KVOO-TV Tulsa WTRF-TV Wheeling *West CodSt only NEW YORK • CHICAGO • ATLANTA • BOSTON • DALLAS • DETROIT • LOS ANGELES • PHILADELPHIA • SAN FRANCISCO • ST. LOUIS EQUATION FOR TIMEBUYERS ONE BUY DOMINANCE X WKRG-TV MOBILE ALABAMA PICK A SURVEY - - - ANY SURVEY ^^ Represented by H-R Television, Inc. ,^/lfiv ^ or call ^ W C. P. PERSONS, Jr., General Manager FIIIDA.V AT 5 FCC Puts rresidential Under Demands of Washington — A four man FCC majority last week ruled that airing President Johnson's press conferences, or GOP candidate Goldwater's, cannot be exempt from equal time demands of Sec. 315. Dissenting member Lee Loevinger called the ruling on presidential press conferences an "idiocy." Commissioner Ford called it a "statutory freeze contrary to congres- sional intent," and Commissioner Hyde would have FCC "stay out" of the area of news judgment, with a blanket ruling inapplicable to individ- ual news events and circumstances. In answer to a query from CBS on televising the news conferences of either or both presidential candidates, the FCC said it was not denying the broadcaster right to air these news- worthy events. It was only excluding them from equal time exemption. To the networks and affiliates liable for 10 or more splinter-group demands, the two are synonymous. FCC based its ruling on the exact wording in four types of "bona fide" news coverage excepted by a 1959 amendment, to permit candidate ap- pearances. The commissioner finds only "regularly" scheduled news pro- grams were intended to be "exempt," and presidential-incumbent and presi- dential candidate conferences are not. Also, FCC says the statute as amend- ed and as interpreted in congressional committee reports, requires that the broadcaster, not the candidate, deter- mine the time and conditions of a •Tonight Show' Expanded To Saturday on NBC-TV New York —As of Jan. 9, 1965, Tonight Show Starring Johnny Carson will be seen six nights a week on NBC. Decision to extend the show to in- iclude Saturday nights was attributed to a "strong desire" on the part of af- ifiliates and the "wide audience appeal of the program." The additional tele- cast will consist of taped reruns of earlier shows. To date, no participating sponsors have been signed for the new segment. Announcement of the expansion follows on the heels of Carson's sec- ond birthday as host of the show. Press Conference Equal Time Law press interview "regularly scheduled" if it is to be immune from Sec. 315 re- quirements. The commission majority says the broadcaster does, indeed, decide what is bona fide news. That's his job. But — if the exemption categories could be by-passed by a broadcaster decision the whole "equal time" setup would be nullified. On this point, dissenting commis- sioner Frederick Ford heartily ap- proved of "nullifying" the present Sec. 315 and setting up new guidelines. He would arrive at them not by narrow statutory decision, but after confer- ences between FCC, the broadcast industry, political party spokesmen, networks, et al, to find a sane ap- proach to the problem. FCC did admit that broadcasters' "discretionary judgment" on news would permit excerpts from candi- dates' press conferences, when includ- ed in "regularly scheduled" news pro- graming. The exasperated dissent of Commis- sioner Loevinger says the FCC, in its present decision, is going back to what Congress termed a "harsh," "stupid" and "rigid" interpretation of Sec. 315 in 1959, when the commission gave splinter candidate Lar Daly equal time rights because a tv newsreel showed Chicago's mayor. The Daly case touched off the amendments exempt- ing bona fide news programs. Loevinger quotes Sen. John Pas- tore's remarks at the time: "If it is desired to place a blackout on the people of this country, if we want to stop all important news or political campaigns getting to the American people, let the Lar Daly decision stand." Loevinger's dissent sticks closely to exemption for presidential-incumbent press conferences. He is aghast that the FCC makes no distinction between the presidential press conference, at- tended by world-wide media represen- tatives, and of national interest, and those of any other candidate — right down to a candidate for "county sheriff." Loevinger is aware that exempting only the Johnson press conferences would "create problems" for the FCC from the "other candidates and other offices." Nevertheless, he feels that FCC should risk the brickbats and make the right decision now. Safety factor is in the Fairness Doctrine, which re- quires broadcasters to put on the other side of conflicting views on important issues. He classifies FCC's present Sec. 315 ruling as one more referred to in the press as an "inventory of idiocies." TvB Executive Dubs FCC Ruling an Absurdity' Washington — The strongest initial reaction to the FCC's ruling placing presidential news conferences off-lim- its for all practical purposes came from Vincent Wasilewski, executive vice president of the National Assn. of Broadcasters. Dubbing it an "ab- surdity," Wasilewski said it demon- strated the need to repeal Sec. 315 in its entirety "rather than attempting piecemeal exemptions every four years." He added that "it would be easy to castigate the FCC majority for its decision, but Sec. 315 defies logic." CBS president Frank Stanton ex- pressed disappointment but not sur- prise. "Our fear that the presidential news conferences were not exempt from the equal-time requirements has been one of the reasons we have pressed so vigorously for the suspension of Sec. 315 of the com- munications act," he said. NBC's news chief William R. Mc- Andrew said the network would tape excerpts from presidential news con- ferences when open to broadcast med- ia and use them on regularly scheduled newscasts. ABC had no comment on the FCC action. Micheiob To LaRoche New York — C. J. LaRoche won over Young & Rubicam and Compton Advertising in the three- way contest for the Micheiob beer account (a member of the An- heuser-Busch family). The ad bud- get is reportedly in the $1.5 million bracket, with indications that the brand will probably make itself felt more substantially in tv than in the past. CONTINUED ON NEXT PAGE Octofcf 5, 1964 FRIDAir AT 5 PGW Dividing Tv Sales Into Three Regionals New York — Peters, Griffin & Woodward has joined the trend among tv station representatives to divide their lists into regional or separately sold groups. By the first of the year, PGW will have three separate tv sales staffs operating in New York. One list will be known as east-southeast, with Theodore Van Erk in charge. The Cigarets In Recovery Stage, Says Ag Dept. Washington, D. C. — Agriculture Department's Tobacco Report expects fairly strong recovery of cigaret sales from the first quarter, 1964, slump — but the long-range trend of cigaret smoking appears uncertain. The de- partment does not expect any 1965 sag equivalent to the 1964 first quart- er drop after the Surgeon General's Smoking and Health Report, and be- lieves sales might even be up a little in 1965.. Population gains in the 18-year-old and over bracket will be about 1.5 percent a year, from 1965 to 1970, and would ordinarily mean an in- crease in cigaret smoking. But the smoking and health factor will be spotlighted by a dozen educational and informational programs by HEW and medical associations (Agricul- ture mentions AM A among them), and "consumer response caimot be predicted with any certainty." Ag- riculture hopefully summarizes pro- jects in government, in the tobacco industry and medical research, and notes that FTC has delayed action on its hazard warning for cigaret labels until July 1, 1965, at the re- quest of the House Commerce Com- mittee. Per capita cigaret smoking for 1964 is estimated at about 207 packs. This is about 5 percent less than in 1963 and probably the lowest since 1959, Agriculture says. Cigars and cig- arillos consumed per male (Agricul- ture's italics) are estimated at 150, up about 20 percent over 1963, and high- est since 1930. Per capita, per male use of smoking tobacco (for pipes and roll-your-own cigarets) is estimated at about 1.4 pounds — 15 percent more than in 1963 and highest since 1955. Reference is to males 18 years and over. second list will be referred to as mid- America. William Walters will head this group. The third list will contain west-southwest stations and have Ar- thur E. Muth as sales manager. The purpose of the fragmentation, as stated by Lloyd Griffin to Sponsor, is to give more concentrated services on a regional basis and to meet increased competition expected for 19 6 5. PGW's present list entails 42 stations. KATZ has two tv lists, east and west, while Blair has two tv sales entities, Blair Tv and Blair Television Associ- ates. N.Y. VHFs Renew Leases In Empire State Building New York — Assuming George Or- well's forecast of the future was strict- ly fiction, all of New York's seven VHP stations will be transmitting atop the Empire State Building until 1984. Agreeing to rentals totaling nearly $25 million, the stations have renewed their leases for another 20 years, with renewal options extending until 1999. An eighth tv outlet, the city's own UHF station, is expected to follow suit. The tower, which enables the sta- tions to reach a five-state area, is 22 stories above the top of the building. NBC-WBC Agree on Property Swap Washington, D. C. — It seems to be all over but the shouting on the NBC- Westinghouse backtrack to their original stance of 1955, before NBC took over the Westinghouse Phila- delphia properties, and WBC reluct- antly accepted the network's Cleveland stations and $3 million in consola- tion money. Formal FCC filings by NBC and WBC to effect the rever- sion of properties to their original ownership took place last Monday. Sept. 29 was the deadline set by the FCC for the network to return its "fruits of misconduct" if NBC ex- pected to get renewal on the Phila- delphia stations. Renewal was needed to put NBC in business on any deal involving the Philadelphia properties. Justice Department has been breathing down the network's neck, with divestiture of the Philadelphia stations due Sept. 30, 1964, under NBC's consent de- cree. RKO-General's long-planned swap of its Boston outlets, WNAC- TV-AM and WRKO-FM, for NBC's Philadelphia WRCV-TV-AM was dis- missed as "moot" in the FCC's July 29 decision to make NBC re- store the "coerced" properties to Westinghouse. Final confirmation will have to come when the commission acts on the NBC-Westinghouse applications. Since the historical reverse was the FCC's own idea, there is little doubt of how it will vote. Majority vote on the restoration was by FCC chairman E. William Henry, com- missioners Hyde, Bartley, Ford and Lee, with commissioners Loevinger and Cox not participating. Denied Friday (Oct. 2) were Philco and RKO-General pleas for FCC to reconsider. Philco has been battling to get back the Philadelphia channel 3 outlet which was once its own, until sold to Westinghouse in 1953. RKO took the toughest financial rap, having forfeited CBS affiliation on its Boston station WNAC-TV, when plans with NBC were hopeful. RKO estimate of damage was $2 million. Philco has had the least reason for optimism. Its petitions were shot down by the FCC Broadcast Bureau, by chief hearing examiner James D. Cunningham — who would have per- mitted the NBC-RKO swap — and finally by the commission. Philco was accused of putting its manu- facturing interests too far ahead of broadcasting and public interest, both before and after its 1961 takeover by parent company Ford. FCC's stunning upset decision on July 29 did three things: it conditioned renewal for NBC's Philadelphia pro- perties on an exchange for Westing- house Cleveland outlets; it allowed Westinghouse to keep the $3 million that went with the 1956 exchange; allowed NBC to keep Philadelphia profits made since then. FCC de- manded implementing applications within 60 days — and they were on target last week. Philco and RKO, unless they with- draw their petitions for FCC to re- consider the decision, are still in fighting stance. SPONSOR a statement of WWLP & WKEF SPRINGFIELD, MASS. DAYTON, OHIO by William L. Putnam Like we said some people luck out every now and again. Take tho.se fortunate boys at ^YKEF in Dayton, Ohio. That's the Megawatt station in Megacity; you know, the place where yon can siu'ely get those choice availabilities that you never could have liefore. Well the person who really lucked out there was none other than this week's cover girl. (^Ye]l. maybe there are some things Xorm Glenn won't do, after all.) This same lady adorned this page on De- cember 31, 1962 when she was pitching the new Eimac Klystrons at WWLP. She's still pitching them, by the way, for two of the newest are being used to produce that Mega- watt for Megacity. But anyhow when we were searching for call letters we sent in 4 sets (like the men ask for) and her's survived the trip through the FCC files. So here's to WKEF, another quality sta- tion in a quality town; and all Irish time buyers better place orders; Kathryn Elizabeth Flynn will be very provoked if you don't. WKEF is Nationally represented by Vic Piano Regionally represented by Ohio Station Representatives Bob Tiedje at WKEF Phone 513 263-2662 TWX 513 944-0058 October 5, 1964 Kr»tl October 5, 1964 Pro or con? One of the most hotly contested ballot issues ever to confront California voters is the up- coming Proposition 14, which would repeal the bitterly controversial California Fair Housing (Rum- ford) Act. Opposing billboards and bumper stickers are everywhere: battle lines are sharply drawn. To cut through the barrage of partisan opinion and present both points of view in crystal-clear focus, on Saturday night, September 19, knxt staged an hour-long live television debate, bringing together —for the first time — the leading spokesmen from both sides in a dramatic face-to-face confrontation. t was a historic broadcast. Never before has a debate dealing with a matter of such heated local inter- est been seen by so many people in the nation's number one state. Made available by knxt to all Cali- fornia affiliates of the CBS Television Pacific Network, it was seen by an estimated 850,000 viewers (600,000 viewers within the knxt area alone!)! This unprecedented broadcast debate was just another example of the continuing, far-reaching pro- gramming in the public interest conceived and produced by CBS Owned KNXT®2 LOS ANGELES *Based on ARB television estimates, subject to qualifications which KNXT will supply on request. women-drivers and so do housewives, doctors, students, executives, farmers, and secretaries in the 25 counties surrounding Albany, Sche- nectady, and Troy. Ask Henry I. Christal. A GENERAL ELECTRIC STATION WTRF-TV STORY BOARD Buying*? VOLUPTUOUS GAL to vast audience of Marines: "j don't know why you boys get so excited about sweater girls. Take away their sweaters and what have you got?" viUf-tv Wheeling ADVICE TO BACHELORS! Don't settle down until you can settle up! Wheeling wtrf-tv DOCTOR: "How much drinking do you do?" PATIENT: "Not much any more, doctor. Late- ly I've been spilling most of it." wtrf-tv Wheeling TOAST TO POVERTY ... it sticks to a man when all his friends forsake him! Wheeling wtrf-tv ESSO HUMBLED! "Where did I get all scratched up? I had a Tiger in my car but not in the tank!" wtrf-tv Wheeling PROFESSOR: "Name the outstanding accom- plishment of the Romans?" STUDENT: "They understood Latin!" Wheeling wtrf-tv FAIR AND CLOUDY! If a local weatherman resigns, it's generally because the climate doesn't agree with him. wtrf-tv Wheeling PONDERING! Calling a man in his sixties a sexagenarian may be a slight exaggeration. Wheeling wtrf-tv COLLEGE BOUND! "Son, I want you to be- come a skin specialist. Your patients will never get you out of bed at night, they never die, and they never get well!" wtrf-tv Wheeling ♦SOMETHING FOR EVERYONE is the pro- gramming offered to the big WTRF-TV audi- ence in the Wheeling/Steubenville Market. Have Rep Retry arrange your WTRF-TV spot schedule to get that particular audience seg- ment you're after. CHANNEL SEVEN WHEELING, WEST VIRGINIA Publisliez^'s Xlepoirt Radio can be different Over the years 1 have often expressed the opinion that timebuyers should consider radio stations by categories in the same way that space- buyers consider magazines. In the magazine medium, buys are made in the shelter field, the sports field, the teenage field, the young housewife field, the general field, the fashion field and many others. These buys are logically predicated on the fact that selective categor- ies permit advertisers to reach selective readers. But within the individual field there is often a world of variation be- tween magazines. Some are slick; some are pulp. Some command pres- tige; others command nothing. Some go in for high-grade research and writing; others are so much pap. As a rule, a national advertiser of substance who habitually uses one book in a field wouldn't be caught dead in another. There are 4000 AM radio stations and perhaps another 800 FMers. To say that they are all alike is nonsense. Yet one of the factors that holds back the advance of radio is the tendency on the part of some agency buyers and others to condemn many stations to national spot pergatory by category rather than by calibre. The fact remains that there are good radio stations in every cate- gory. There are bad radio stations in every category. The good buyer learns who does the quality job. Perhaps the man who has done most to lick the stigma of radio buy- ing by category is Gordon McLendon. In three top Texas markets he built three top-40 stations which for years have commanded top audiences. Then he startled the advertising world, several years ago, by going to the opposite extreme and establishing KABL in San Francisco— a good music station devoted in large measure to album music. When he bought WYLS Buffalo, he followed the same format. More recently he struck out again, scrapping a highly popular Negro audience station in Chicago and replacing it with WNUS, a 24 hour all-news station. It's just as though Mr. McLendon decided to tell the world that you can be successful with any format — providing you have the market and potential audience and turn out a quality product. It's still too early to tell how WNUS is doing (it's been operating only a month) but if it emulates the audience impact and penetration of XTRA NEWS, which operates out of Tijuana, Mexico and booms into Los Angeles, it will do fine. WNUS programs its news in 15-minute blocks with four mike men on the air every hour. It permits a maximum of 16 commercial units an hour in keeping with the NAB Radio Code. It uses 10 news services and employs about 16 news men on the air. Its beeper phone hot line con- nected with other McLendon stations gives about 10 outside news feeds a day. Years ago I was imprssed by Gear Mestre's Cuban operation which broadcast news 24 hours a day with two news men in a glass studio in midtown Havana alternating with one minute of news and one minute of commercial for a two hour stint, then being replaced by another crew. WT*«IUS is not too far away — but a better service. VT-^m/ 10 SPONSOR kei SPENCER ALLEN ...the dean of St. Louis TV news men moves to KTVI. "'^Spencer is the third addition to KTVI's powerful new team, following Pat Fontaine and Charlotte Peters. October 5, 1964 THE EXCITING NEW ST. LOUIS ^(jp n REPRIEVE There has been a definite increase in the number of integrated com- mercials as classified by the N^^ Code Authority. It is obvious that what the Code Authority calls a "definite trend" is at least a period of experimentation by multiple-prod- uct advertisers. The effectiveness of the commer- cial of any length, under all condi- tions, has constantly been probed by research. This has been done in or- der to find the best format for the efficiency of the dollars invested by the broadcast advertiser. Very ob- viously, the piggyback has been high- ly successful for many advertisers or the struggle for its survival would never have become so intense. The realities of the escalating costs of television advertising makes the need for the most efficient use of commer- cial tv time vital to the client. Piggybacks were caught in the spotlight of criticism because — in concert with the whole family of in- terruptive elements which contrib- uted to the appearance of clutter — they alone are the easiest tar- get. It's easier than fighting against the welter of other parts of the clut- terpackage like credits, billboards and promos. And being against the multi-million public-service-spot on- slaught is like being against mother- hood and apple pie. What the fuure holds for the pig- gyback format is still uncertain. In- tegration has given it a reprieve from a death sentence. But this isn't like- ly to be the sole solution to the clut- ter issue. Mel Silverberg's status report on the relationship of piggybacks, in- tegration and the NAB Code Au- thority beings on page 31. CMm, azkc^ Pleased with Recognition Thank you for your recognition of KDIA including the use of the Oakland Raiders picture in your Aug. 17 issue, "is There a U.S. Negro Market?"" devoted to the Negro market. While Falstaff beer is one of our very good sponsors, Busch Bavar- ian is the sponsor of the Oakland Raiders broadcast. Waiter Conway Vice President KDIA Oakland. Calif. Updated Nielsen Figures The recent lead story on the upper income tv audience [Tv: Reaching the Affluent Market. Aug. 31] tackles an interesting sub- ject. But you use a series of Niel- sen figures in the story which were not supplied by us and these, un- fortunately, are not current. Television ownership as of this month is estimated at 52.6 million households, a penetration rate of 93 percent. The count by income group is: Lower (under $5000) 20.8 mil- lion, 88 percent penetration Middle ($5-9999) 21.8 million, 96 percent penetration Upper ($10,000) 10.0 million, 98 percent penetration You"ll note that the Nielsen Tv Index Upper Income group is now $10,000 and over. The change from $8000 to $10,000 annual household income as the lower limit of the upper income group is a reflection of the long-term trends in our nation"s productivity and income distribution. Erwin H. Ephron Director of Press Relations A. C. Nielsen Co. New York Call to Arms Your write-up on the first ARMS study ("ARMS for Radio- Audience Measurement, ■■ Aug. 24, p. 15] was extremely complete and knowledgeable. This kind of thor- ough coverage of such a basic project is an important contribu- tion to industry communications which is, of course, what we look to Sponsor for. However, a slight misunder- standing developed somewhere along the line. Your report states that I am an employee of Storer Broadcasting. 1, of course, am an employee of the National Assn. of Broadcasters and Radio Advertis- ing Bureau which are the co- sponsors of ARMS, it so happens that George Storer, Jr., is the chairman of the ARMS commii- tee and has graciously extended to ARMS the use of the facilities of Storer House as an office for me. Perhaps that explains the confu- sion. Incidentally, Storer House is lo- cated at I 18 E. 57th St., and it might be well if you were to men- tion this in some future report be- cause a number of people have wanted to know where to get in touch with me. I certainly wel- come ideas and thoughts from any- body in the industry. W. Ward Dorreli Executive Director W. Ward Dorreli New York PDT note PDQ The "One Hour Storyboard" article in your Aug. 31 issue was very well done and we thank you for giving it such complete and understanding treatment. TAB Engineers, who developed the PDT technique, were also pleased with the story, but told me that they do have patents pend- ing on the method which is con- trary to the sentence in the next to last column: "And it certainly can- not be patented."" It seems that in their original development of the process for engineering design and drafting the method of preparing a wall as a blackboard in marked off segments together with certain camera equip- ment and drafting tools adapted to large scale drawing was found to be acceptable to the Patent Office for consideration. L. Martin Krautter President Wolf. Krautter & Eicoff. Inc. Chicago 12 SPONSOR AS VIEWED BY OUR WASHINGTON NEWS BUREAU October S, 196ii Networks may be on slippery footing in the matter of their planned color coverage of the Presidential Inauguration in January, as a result of the Warren Report, All news media is worried about the final repercussions of the report's criticism of the crowding of newsmen at the Dallas jail during the bizarre aftennath of the tragic assassination of President Kennedy. Media committees, various reports, studies and meetings are under way to test out means of pooling news coverage on major events — particularly as they involve the President. The Warren Commission suggested that some "code" of behavior be worked out to forestall any possibility of a repeat situation like that of the Ruby killing of Lee Harvey Oswald,. In the renewed emotional shock produced by the Warren report, broad- casters see a danger of curtailment of the very kind of news coverage for which they were so warmly praised during the terrible November events. The democratic processes are admittedly cumbersome and awkward — they are no less so when hundreds of news gatherers and cameramen crowd in to record the history of this particular democracy. This danger was pointed out by NAB's Vincent Wasilewski when he was asked for the broadcaster association stand on pooled coverage and reduced. news personnel. Wasilewski pointed out that this one set of very particular events should not "becloud the fact that free reporting is essential in a free society." He said NAB is already getting expert opinion on the matter, and broadcasters will, of course, cooperate. Networks have not (as of this column's deadline) come out with any comment on the matter of drawing straws and pooling coverage of major national events, when and if some official "code" requires it. Newspapers — with far less of a problem in reporting than the electronic media — have looked on the idea of pooled units slightly more favorably. Press and broadcasters will get together to discuss the angles. No one, at this time, would care to come out roundly and say that risks and inconveniences of increasing news coverage are part of the demo- cratic processes. Yet no one takes risks more recklessly than Lyndon B. Johnson. The President will fling open the White House gates to a crowd of tourists, or dive into a milling mass of thousands in a parade — leaving the FBI, the Secret Service and the news and cameramen equally frustrated by waves of yelling, hand-grabbing humanity — any one of whom could be lethal. Still, Wasilewski is not quite alone in warning of the danger of cut- back in news and cameramen. AP's editorial association chief, Sam Ragan, said responsibility for "orderly coverage" lies with the authorities in charge, in the last analysis. CONTINUED ON NEXT PAGE Octob«r 5, 1964 13 AS VIEWED BY OUR WASHINGTON NEWS BUREAU UPI's Earl Johnson would go along with a limited amount of "pooling," but added flatly that wire services have to cover to serve many individual papers. (In this, they parallel the networks which have to bring the story to affiliate stations country -wide on tv and radio.) Said Earl Johnson: "It was not the number of reporters who were present which permitted Jack Ruby to shoot Lee Oswald. It was the fact that the police permitted Ruby to be there. " Fortunately, the slow grind of the democratic processes will also allow time to pass before a final judgment is rendered, when the various press, broadcast. Bar associations and law-enforcement groups finally agree on what should be done. Last week, too, the President's Committee on the Warren Report had its first meeting on ways to carry out the Warren Com- mission 's recommendations. The committee says it will not announce meetings or make comment until after summary report to LBJ. Not so fortunately, the prospect of an inaugural only a few months away, coupled with intensified jitters about presidential safety, could bring on some sort of interim curtailment via pooling of news coverage. It would be only human for the FBI and the Secret Service, both scolded for ineptitude in protecting President Kennedy, to pass some of the grief on to the news media. Another conplicating factor is the lingering hostility engendered at the national political conventions — when print media accused the broad- casters of snagging the best accommodations, and blocking press reporters with their equipment and flying squads of cameramen and. walkie-talkie re- porters. About two weeks ago, before the Warren Report broke over news media heads, there was a quiet tussle here between press and electronic newsmen over accommodations for the inaugural parade in January. Richard C. Crutchfield, chief of design and engineering of the Dis- trict of Columbia's Department of Buildings and Grounds, heard requests from both sides at separate meetings. NBC's Bill Monroe let off with a request for even more room at the coming inaugural, than in I96I because NBC will cover in color, and color camera equipment needs more space. CBS and ABC spokesmen immediately demanded the same amount of rooraj they, too, plan color coverage. The Pre-Inaugural Committee has granted the requests for increased room. But network pleas for a pooled-camera space within the presidential stand itself, for over-the-shoulder shots at presidential visitors were left in some doubt. Press photographers have been allo'/red in the out of the stand for visitor shots during past inaugurals — but space for a tv camera setup will depend on final plans for construction of the stand, which are selected on conpetitive basis. All of the plans are subject to final decision by the Inaugural Com- mittee . They may also be subject to the findings of the President's special Warren Report Committee. 14 SPONSOR Fair Game WMT's Bob Nance was at Hawk- eye Downs last month as the grand champion baby beef was chosen at the AU-Iowa Fair. A shorthorn ex- hibited by John Stoner of Mt. Ver- non, Iowa, won the slap of approval from the judge, who just missed our Bob, also in the ring to broadcast the champ's reactions. Dean Borg and Jerry Brady pro- vided WMT listeners with a beef's eye report from the Iowa State Fair in Des Moines as a Hereford owned by Doug Simons of Marcus, Iowa, got the winning nod. Steve Padgitt, WMT Scholarship winner (summer employment at WMT and all the live bulls he can lift), managed WMT's 18th Annual Gadget Show at the State Fair. Win- ner was Junior Coon of Morning Sun, Iowa, with a hydraulic post driver. (Winning is a habit with Mr. Coon — his brush grubber won a fourth prize in the open class in 1953.) The four ag college graduates who man our Farm Service Department covered 36 county and state fairs this year, traveling 6,500 miles in the fair month of August with mikes in hand. They get about 100 miles to the hour of air time from 56,000 miles of yearly event-hopping: pro- grams daily at dawn's crack wak- ing up Iowa's dirty capitalists, mar- ket reports and other tidbits at noon, special events any time. They provide informed reporting for WMTland-46 Eastern Iowa coun- ties and eight in Illinois, Minne- sota and Wisconsin — and con- tribute to WMT's balanced pro- graming for a balanced industrial/ urban/farm market. WMT CBS Radio for Eastern Iowa Mail Address: CEDAR RAPIDS National Representatives: The Katz Agency Affiliated with WMT-TV; WMT-FM; K-WMT, Fort Dodge; WEBC, Duluth October 5, 1964 15 Advertising Efficiency Subject of ANA Workshop Speakers cite the increased use of computers in larger agencies; discuss pro's and con's of fee vs commission; say manufacturer needs more daytime network television Chicago — Computers, fee ver- sus commission and bridging the gap between marketing and creative groups were just a few of the areas covered at last week's Assn. of Na- tional Advertisers' workshop at the Sheraton-Chicago hotel. Theme of the two-day meeting attended by more than 200 advertisers and agen- cy people was "Meeting the Chal- lenge of Rising Marketing Costs Through Increased Advertising Ef- ficiency." On the subject of computers, Robert D. Lipson, director of ad- vertising and sales promotion of the Bell & Howell Photo Sales Co., cited an instance where the com- pany wanted to take additional key- market consumer advertising during the Christmas selling season to hike sales of a cartridge-loading zoom movie camera, felt likely to respond to additional ad pressure. Initially, the extra advertising had to be dropped because of budget limitation, but in the process of pro- graming a computer for other proj- ects sufficient cost efficiencies were revealed to allow reinstatement of the missing additional consumer ad- vertising pressure from Thanksgiv- ing to Christmas. "We bought four weeks of spot tv in our key mar- ets," Lipson said. "No director of advertising could ask for a more fitting reward." In still another talk on computers, Thomas A. Wright, Jr., vice presi- dent in charge of the media depart- ment, Leo Burnett Co., said that "there are no lingering doubts about the values of data processing equipment in those agencies where utilization is reaching a sophisticated level." Wright cited two basic areas where the larger agencies are using computers: to solve the paperwork problem, and in various areas of marketing and media analysis. In media analysis, Wright cited as an example a large multi-product manufacturer that is today success- fully marketing and advertising 21 brands. The manufacturer has found through past media testing activities that daytime and night- NES: Plans Are Virtually Complete New York — A progress report from Network Election Service in- dicates that arrangement for tabu- lation of the Nov. 3 election results are "virtually complete." A spokesman for the cooperative arrangement between the three net- works and two major press associa- tion says that sites for tabulation centers in 50 states and the District of Columbia have been chosen and organization of the centers is under way. Also, a mid-Manhattan hotel has been selected as a national tab- ulation center which will accumulate the national presidential vote totals. Plans are also under way for "swift dissemination of totals" in 547 presidential, senatorial, guber- natorial and congressional races. It was also pointed out that any news medium will be permitted to take advantage of the pooled cov- erage upon payment of an appropri- ate share of the costs. Oct. 7 has been set as the deadline for appli- cations to purchase access to NES tabulation centers since it is neces- sary to allocate space requirements. Idea behind the pooled coverage is to eliminate duplication of re- turns and possible viewer confusion. Although NBC, CBS and ABC will all be using the same election fig- ures, each will handle its own analy- sis and forecasting. time television and national maga- zines work well for him. In order to accommodate all those brands, said Wright, he needs lots of daytime network television. "There are so many factors to consider and so much brand sales and audience data available to be sorted, collated, trended, charted, graphed and as- similated that it requires literally hundreds of man hours over many weeks before the advertising de- partment and the agency finally agree on what programs to use for which brands." Profile matching, declared Wright, can help reduce the manual work involved. Simply stated; "Our concept is to match the audience profiles of daytime network tele- vision programs against the market sales profile of a brand or group of brands." And it's all done via a computer. Jay Berry, McKinsey & Co., had a word on the controversial fee- versus-commission issue. "The only reason for keeping a fee or the 15 percent base or any other arrange- ment is that it's right for your spe- cial situation, not because every- body's doing it or because it has been good so far," he told the gath- ering of advertisers. Herbert W. Cooper, president of Meldrum and Fewsmith, Inc., indi- cated that while it is not the only method of compensation his agency believes in, fees have worked well and are looked upon with favor. Among the benefits of the system cited by Cooper; "The client can budget for agency compensation once a year at the beginning of the year; negotiated fees for services outside media advertising are held t3 a minimum, saving valuable time of both parties; the client knows that our income does not depend on the nature of our advertising recommen- dations; we have confidence in rec- ommending, and the client has con- fidence in accepting recommenda- tions solely on their advertising mer- it; we are assured of the opportunity to realize a reasonable return on services provided." 16 SPONSOR Ads for Personal Products Are Up for Study by Radio Code Washington, D.C. — The ticklish area of the advertising of intimately personal products will come under study by a special subcommittee of the Radio Code Board of the NAB. At a meeting last week, the board also approved a series of proposed amendments to the radio code which will be submitted to NAB's board of directors for ratification. Decision to look into the matter of personal products was made when code director Howard Bell ques- tioned whether this outright ban should be replaced by a policy of ruling on the acceptability of ad- vertising on the basis of copy treat- ment. Specifically mentioned was the advertising of hemorrhoidal reme- Hillman Sees No Relief in Media Costs Chicago — "Advertising efficien- cies are not going to come from lower media costs," Murray Hill- man, senior vice president of Mc- Cann-Erickson, Inc., last week told the Assn. of National Advertisers' workshop. Acknowledging rising ad and mar- keting costs as a fact of life, Hillman asserted, "Increased marketing ac- tivity and rising demand for adver- tising time and space has already created a short supply situation in mass media resulting in higher costs at lower efficiencies." The pressure for more time and space will be relieved somewhat by the addition of new media to the marketplace, Hillman said. "How- ever, new media will not necessarily lead to lower cost-per-thousand be- cause they will further fractionize the audience." By the way of explanation, Hill- man declared that "although there has been some growth in leisure time in the past few years, each individ- ual consumer only has a given num- ber of hours a day available for ex- posure to advertising messages. As media becomes fractionized, a given advertising message will reach few- er and fewer people." Hillman added: "A person can only watch one television station, read one magazine or listen to one radio station at a time and the ad- dition of more tv stations, more magazines and more radio stations will only serve to divide the audi- ence further." Taking tv as a case in point, Hill- man said that with VHP there were about as many stations operating as the airways could handle. "In a few years UHF stations will become more important and the audience will be divided into smaller pieces," he continued. "One could envision television of the future as similar to radio today with stations in the thousands and programing by sta- tions to appeal to specific audi- ences." The only way to meet the chal- lenge of increased marketing costs through effective use of advertising is to raise two questions and obtain the proper answers, Hillman said: 1. "What evidence do we have that the prospects we are talking to match the prospects defined in the role and mission of the product?" 2. "What evidence do we have that we have the most persuasive prom- ise for the market segment defined by the role and mission of the prod- uct?" dies, but other categories will be considered, with the subcommittee expected to report back at the next meeting of the code board, which has been scheduled for Jan. 22-23 in Los Angeles. Amendments to the radio code, approved by the board, include guarding against indiscriminate use of such words as "safe," "without risk," "harmless" or similar terms in medical products advertising; making certain that advertising testi- monials reflect an honest appraisal of personal experience, and caution- ing particular discrimination in the acceptance, placement and present- ation of advertising in news pro- grams so that such advertising will be clearly distinguishable from news content. Videotape Talks to David Ogiivy via 'Times' Ad New York — Using the Ogiivy style and the Ogiivy photographic likeness. Videotape Center in a New York Times ad last week offered to show David Ogiivy of Ogiivy, Ben- son and Mather how to make even better television commercials. The ad was designed to resemble some of the famous long-copy ads (it runs 1900 words of copy) for which the veteran advertising man is well known. John Lanigan, vice president and general manager of Videotape Cen- ter, a 3M subsidiary, declared: "If we think our story is important enough to use this kind of space and to address Ogiivy, you can be sure a lot of other people are going to want to know what it is." ARB To Feature Overnight Radio Surveys Beltsville, Md. — For the first time, American Research Bureau will make overnight radio sur- veys of in-home listening avail- able on a regular basis. ARB's overnight service has been providing estimates of local television audiences for a number of years. Based on the telephone coincidental survey technique, essentially the same method will be used by ARB to gather data for in-home radio listening. For the overnight radio audi- ence surveys, ARB says it will report stations listened to, shares of audience and sets-in-use esti- mates between 8 a.m. and 1 1 p.m. For those clients with a stake in both radio and tv, a survey has been designed to provide in- formation concurrently on both media. October 5, 1964 17 SPONSOR WEEK Pu relator Products: Spot Tv Paid Off Like Slot Machine New York — Reporting record sales for the first six months of 1964, James B. Lightburn, vice president and general sales man- ager of Purolator Products, Inc., last week declared: "Our tv ex- penditures will certainly increase in the future. They paid off this year like a slot machine." The filter manufacturing firm upped its spot tv budget in the Ap- ril-May-June period to $758,300, as opposed to $268,510 the previous year. This put it in the ranks of the top 100 spot tv advertisers for the first time in company history. In revealing a $3 million gain in business for the first six months of 1964 ($33,082,505 compared with $30,170,206 in 1963) Lightburn Average Keystone Station Airs 20 Hours to Farms Chicago — The average Key- stone Broadcasting System radio affiliate airs up to 20 hours of shows and editorial features direct- ly to the farmer on a regular basis, according to a KBS study released to advertisers and agencies. In a report on preliminary re- sults of a study of the farm market and its relationship to Keystone's farm network, KBS president Sid- ney J. Wolf says the range for an affiliate is from one hour of farm programing per week to 84 hours. Of the 1076 reporting on their farm and farm-family shows, 999 carry up to 20 hours a week and 77 broadcast more than 20. Here is a breakdown of the num- ber of hours aired weekly by Key- stone stations: NO. OF HOURS BROADCAST STATIONS DIRECTLY TO FARMER REPORTING Under 5 hours per week 578 From 6 to 10 hours 229 From 11 to 20 hours 192 From 21 to 30 hours 58 More than 31 hours 19 noted that automotive manufactur- ers have spent too much time in loading the distributor and dealer and hoping that sales would take care of themselves. "If we're going to eat more 'pie' in the future," Lightburn said, "it's up to other reputable manufacturers to take the lead and support the service station dealer with all the consumer advertising that can be afforded." He added that every growth industry has eventually been forced to reach the consumer in or- der to maintain their expanding base of sales. Lightburn attributed a good part of his firm's sales growth to mer- chandising of television by service station dealers. Purolator made its tv debut in 1963 with a commercial which de- picted a girl crawling under a car and removing a dirty filter. It won more tv awards than any other com- mercial in tv history, the company says. In May of this year, Purolator again won awards with a commer- cial called the "Doctors." The spot shows two "surgeons" as they ex- tract a dirty oil filter from their "pa- tient"— an automobile — and then give it a clean bill of health by in- stalling a new Purolator oil filter. Total 1076 A scene from Purolator s tv debut Lightburn: "more pie in the future" NAB Code Authority Approves 141 Toy Ads Washington, D. C. — With the number of shopping days until Christmas soon to be a running re- tail theme and what to buy for the moppets a more and more pressing problem, the NAB's Code Author- ity has given its stamp of approval to 141 toy commercials to date. NAB points out that all of the commercials of the 26 companies involved were actually checked against samples to insure that the toys and games performed as ad- vertised. It was also noted that many were evaluated from pre- production storyboards and, in many cases, storyboard conferences resulted in changes before the spots were filmed. NAB's toy guidelines, which have the blessing of the top manufac- turers of the United States, aim at assisting manufacturers and adver- tisers in avoiding commercials which misrepresent the performance or price of a toy or game adver- tised on tv. For example, NAB's news letter points out: "It is verboten to dem- onstrate a toy in such a manner that it unfairly dramatizes its quali- fications. In other words, a toy that fires plastic bullets when equipped with a battery that must be pur- chased separately cannot be ad- vertised as "a ready-to-use destroyer of Moscow, Peiping and all other capitals of the communist empire." Still another stricture is avoid- ance of any audio or video tech- niques which would exaggerate or distort a toy's value. 18 SPONSOR FCC Chairman Urges Industry Support of ETV Henry tells IRTS broadcasters must do much more; suggests they stage annual fund raising campaign New York — Sounding a call for stepped-up support of educational tv by commercial broadcasters, Wil- liam E. Henry, chairman of the FCC, last week urged the industry to stage an annual campaign for funds as originally proposed by CBS president Frank Stanton. "You operate the most powerful selling instrument ever invented," he told the International Radio and Television Society, "if it can sell soap, automobiles and potato chips, it can certainly sell an idea with the itrinsic merit of educational tele- vision." Declared Henry: "There is noth- ing startling in the thought that those who reap a profit from the use of broadcasting frequencies have a spe- cial obligation to contribute to the support of educational television." "If you have already done much, you should do more," Henry added. "Educational television is entitled to look to you for a portion of its fin- ancial support." Henry argued that commercial broadcasters "have a need for com- petition from telecasters who are not bound by the inevitable pressures of the marketplace, for such competi- tion raises the level of the entire medium. You also have a need for a place in the medium where new ideas and techniques can more eas- ily be tested — where there is no automatic penalty for failure to at- tract a maximum audience." The FCC chairman also cited what he called a less obvious rea- son: "For 30 years, your public service obligations have been the subject of controversy and debate. The creation of a meaningful na- tional educational system can have a real impact on the course of this debate." But, he cautioned, it would not "take over your public service role," rather, the responsibilities of com- mercial broadcasting in this area would be better defined than at pres- ent. "The problem of your proper functioning would lose, I think, many of its angrier and more diffi- cult overtones," he added. Although his talk was primarily devoted to educational tv, Henry did touch briefly on other areas. He said the commission has been work- ing continuously for the promotion and development of UHF. "We think we are going to be successful," he said, "and that UHF — although in its second appearance on the track after falling by the way- side in the first heat — is off to a good start and will finish the race." He said that the commission just yesterday took to the field to do some on-the-spot investigation of the Carol Channing Signs Contract With General Foods New York — Certainly one of the hottest properties in show business with the success of "Hello, Dolly," Carol Channing is about to invade the precincts of television via a long-term con- tract with General Foods. But viewers will have to wait two full years. The contract calls for Miss Channing to star in a number of specials, plus a weekly series. First of the specials is slated for early spring, 1965. Meanwhile, the star will continue on Broad- way as "Dolly" and will also fulfill her motion picture com- mitments. The signing of Miss Chan- ning was worked out by Edwin W. Ebel, vice president-adver- tising services of General Foods, Charles C. Barry, executive vice president and director of tv and radio, Young & Rubicam, and William Morris Agency. Miss Channing first came to national attention as the girl who let the world know that diamonds are a girl's best friend when she starred in "Gentlemen Prefer Blondes." practices and techniques of audio control for both live and recorded commercials, and was, I believe, much enlightened. However com- plex this problem may be, mutual effort on your part and ours should solve it." The FCC chairman continued: "Now I realize that most broad- casters deny that there's any 'holler- ing' in radio and television. To them, I would only repeat the story of the sophisticated resident of New York City who was asked whether he believed broadcasters were exper- imenting with subliminal advertising. T didn't at first,' he replied. 'Then one day I went out and bought a tractor — for my wife'." Ex-WLIB Personality Gets 6 Cents in Suit New York — Basing her suit on the claim that her name, picture and endorsement were used without writ- ten consent on posters and stream- ers for in-store promotion, Betty Frank, former radio personality on WLIB New York, was awarded six cents in damages by Justice Francis T. Murphy of the New York State Supreme Court. The plaintiff had sought $250 thousand in her com- plaint. Commenting on the decision, Har- ry Novik, WLIB general manager, pointed out that the case hinged on a little known provision of a 1911 New York law. He said that in his conversations with many station managers during the course of the suit, he discovered how few opera- tors in the business were aware that even though a radio personality en- dorses a product on the station's air, this is not a presumption that one can use his or her picture or name on printed material to endorse that same product in in-store pro- motions; that written consent is man- datory; that oral consent is only a partial defense to such a suit. Novik added that variations of the New York law are on the books of many states and he suggested that station owners and managers should be alerted to the "potential dangers involved." October 5, 1964 19 SPONSOR WEEK MJ&A's Jones Calls for Station Break Reduction Agency president suggest breaks be cut back to 32 seconds; discusses clutter, integrated spots, profits Detroit — Touching almost all broadcast bases in a talk before the East Central Area Conference of American Women in Radio and Television, Ernest A. Jones, presi- dent of MacManus. John & Adams, Inc., called on the networks to re- duce station break time, advertisers to integrate their commercials, the government to understand that broadcasters must make a profit and the public to "differentiate between the legitimate commercials which pay the entertainment freight and the mess of non-commercial mater- ial with which the true commercials are not only surrounded, but some- times submerged." Describing clutter as a "jungle of piggybacks, hitchhikes, billboards, promos, bumpers," Jones called on the tv industry "to search their hearts and their pocketbooks to see if the time is not approaching when they might consider — as a public service, of course — reducing the sta- Papert, Koenig, Lois Splits Stock, Now Eligible for Exchange Listing New York — As expected, Pap- ert, Koenig, Lois, Inc., has split its capital stock and is now eligible for listing on the American Stock Ex- change. Broadcast billings last year ac- counted for about 70 percent of the agency's business with clients spend- ing an estimated $16.2 million on radio and tv, the bulk of it in net- work and spot television. Stockholders of the agency, first to go public, approved a proposal for a three-for-two split of both Class A and B shares and increased Class A shares from 750,534 to 950,534 and Class B from 86,636 to 125,454. Citing the prestige value of an exchange listing, Julian Koenig. president, indicated application would be made n 1964. In another move, the shareholders amended the company's stock-op- tion plan by boosting the number of shares from 50,000 to 150,000. Koenig pointed out that almost all shares under the original plan were exhausted. He added that stock- options had allowed the company to secure good new talent and hold important veteran employees. Foote, Cone & Belding. another of the three publicly owned agen- cies, has called a stockholders meet- ing for mid-October to vote on a proposed five-for-four split. Dayton Station Sold For $1.5 Million Dayton, Ohio — Station WONE- AM-FM has been sold by the Ohio Broadcasting Co. (WHBC Canton) for $1.5 million. Announcement of the sale to the Group One Broadcasting Co., a wholly owned subsidiary of the WAKR interest (Summit Radio Corp.) of Akron was made by Roger G. Berk, president of Group One. The sale is subject to FCC ap- proval. Other station sales reported last week include WQDY Calais, Me., and KSGT Jackson, Wyo. WODY was purchased from John Vondell, Jr., for $110 thousand by entertainer "Buffalo" Bob Smith of Howdy Doody fame. Smith has a summer residence in the area. KSGT was sold by the Snake Riv- er Radio and Television Co. to a Davenport, Iowa, syndicate for $40 thousand. tion break back to its original 32 seconds." The move to 42 seconds, he said, was begun by "what was then a very weak network." Jones added: "I know the economics involved here — that a 20-second spot between pro- grams can equal the revenue of a two-minute 'in-show' commercial — but perhaps the stations, too, will examine their position and stop goosing this particular golden egg." On the subject of multiple prod- uct announcements, Jones said that "as the minute cost on a hot net- work show reaches as much as $40,- 000, it becomes apparent to the ad- vertiser that he had better try to in- sure his investment by spreading it over related products." At the same time, he suggested that agencies use more creativity in making commercials. "If a commer- cial is to pay its way it must embrace two products, then let it be created so as to blend the two. It is in this lack of compatibility, I believe, that the public feels that it is being sub- jected to more commercialization than is really the case." Jones also suggested that the pub- lic should be reminded that there is nothing free in this world, includ- ing tv and radio entertainment, "and if they are asked to pay a few min- utes of their time, let them pay with- out whining — or go to the movies, where they will find that the pop- corn is 50 cents a box, plus tax." The agency president continued by turning his attention to govern- ment regulation, reminding official- dom that "the broadcasters of this country are businessmen and must make a profit with which to sustain themselves, their stockholders and their employees — and they must do this by selling a commodity of which there is a completely inflexible sup- ply: time!" On matter of taste, Jones de- clared: "Material — both advertising and program — is castigated on tele- vision and radio, that doesn't even raise a brow in print media. Maybe it is time someone looked more closely at other media." 20 SPONSOR 40,- vies. era- Pay Tv Would Siphon Free Fare, Says Texas Station President Los Angeles — Dubbing pay tele- vision a very "real and immediate" threat, Jack Harris, president of KPRC Houston, Tex., said that on any representative evening "about 75 percent of the more than 52 mil- lion television homes in America are watching television — free." "And yet," he added, "as few as two or three million homes across the country equipped for pay tele- vision could drastically alter what the other fifty million may see." In remarks prior to a pay tv de- bate before the Academy of Tele- vision Arts and Sciences, Harris de- clared: "While a few million pay tv homes would not really dent commercial television's huge audi- ences, it would affect what those audiences were permitted to see. I believe three million paying custo- mers would siphon off from the free screen a great deal of today's fine entertainment." Five percent of the public could disenfranchise the other 95 percent. Harris argued. "For that 95 percent, indeed, the freeway of entertainment on which they have been traveling would become a toll road." Citing a case in point, Harris said, "Just eight days from now NBC will begin telecasting the World Series. This will cost advertisers $3.5 mil- lion in rights, plus production, time and cable. It will cost the home viewer only the twist of a dial." Harris continued: "But, suppose there were already three million sets across the country wired for pay tv. If a Dodger game on pay tv sells for $1.50 per home, it's safe to as- sume a World Series game would go for no less than $3. And, if we assumed half of the three million pay tv set owners were to buy each game of the series, that would net the operators of pay tv some $4.5 million per game. In a seven game series, that would come to more than $31 million, and even a four game series would net $18 million. "It's just not possible to sell enough razor blades to meet that kind of competition," he said. Harris conceded that his is prob- ably the most spectacular instance but he insisted it was only one ex- ample. "With five percent of Amer- can homes equipped for pay tv, the pay tv promoters would outbid free television for anything we had, that we wanted." In conclusion, Harris said, "I do not think the operators of television stations or networks stand in finan- cial jeopardy from pay tv. If it should grow to such national propor- tions, the losers in my opinion will be the American people." Weaver Pleads Pay Tv Case in 'Atlantic Monthly' New York — Whatever prob- lems Sylvester L. (Pat) Weaver has been having in his efforts to estab- lish a going pay television opera- tion in California — and they have been many — lack of publicity and public forums has not been one of them. His latest bid for the public ear is the Atlantic Monthly. Arguing that "commercial radio and television have been predicated on the sale of advertising, and con- sequently built their business against a bulwark of criteria dictated by the needs of the sellers, not the needs of the buyers," Weaver laid heavy emphasis on pay tv's ability to sup- ply cultural and educational pro- graming. "Aesthetically, advertising is difficult to handle in combina- tion with the more rewarding arts," he said, "and interruptions by com- mercials are at best upsetting and at worst sickening." Weaver Sees Pay Tv as Nation's Great New Industry Chicago — Sylvester L. (Pat) Weaver, Jr., president of Subscrip- tion Television, Inc., last week took his case for pay tv to Chicago, pre- dicting that it is destined to become the great industry of our country." "Surveys conducted by Stanford Research Institute," Weaver said, "indicate that the industry's reve- nue is expected to approach $2 bil- lion annually, that subscribing households may number 15 million, reaching more than 50 million peo- ple." "It is estimated that approximate- ly $2 billion worth of equipment alone will be necessary to serve these families," Weaver continued in his talk before the Chicago Eco- nomic Club. "Then when you think what this technically superior cable service would do for the sales of color television receivers, you be- gin to realize what a business boom subscription television can create." Citing still another survey. Weav- er said that Subscription Television, Inc., his own company, has the po- tential effect for generating a $1.9 million impact on the California economy. "This is representative of support for 237,000 new jobs and, based on the current ratio of popu- lation to employment in California, these new employment opportunities can support a population gain of 650,000 persons." Weaver added: "Just think what this will mean in the way of em- ployment when subscription tele- vision begins to spread across the country." Weaver said that "just as motion pictures, radio and television were the major communications develop- ments during the past 50 years, sub- scription television will revolution- ize our economic, cultural and social lives as the industry brings the wall screen, three dimensional and cart- ridge delivery of the subscriber's choice of programing via tape re- cordings which may be kept and re- played, or erased at will." The pay tv spokesman also had a word on the initiative referendum on November's ballot aimed at oudaw- ing subscription television. "Polls in- dicate we will defeat this vicious at- tempt of one business to have a competitor outlawed. But, should we lose, we will go all the way to the Supreme Court. . . " NiOl! October 5, 1964 21 SPONSOR -WEEK TvB Joins Food, Grocery Trade In Tood Is a Bargain' Campaign New York — gain," argues the "Food is a bar- food and grocery trade, and Television Bureau of Advertising has volunteered to help get the message across to the public via a 60-second filmed spot. The spot has been sent to all U.S. tv stations together with a let- ter urging frequent airing from October 19 through 31, starting and closing dates of the two-week "Food Is a Bargain" drive. Aim of the nationwide campaign by food and grocery product adver- tisers is to tell consumers that food purchases account for a smaller share of family income than ever before. Commenting on TvB's role, Nor- man E. Cash, president of the trade FOOD IS A BARGAIN Public Service Announcement SCENE Paul Willis and Clarence Adamy at desk (business office set) 60 Seconds Willis: Hello, I'm Paul Willis, President, Grocery Manufacturers of Amer- ica — the people who make most of the products you buy in to- day's supermarkets. I'd like you to meet Clarence Adamy, Execu- tive Vice President, National Association of Food Chains, who represents many of your super- markets. Clancy, tell us why food is a bargain. Camera pans to Chart #1 Ada After Tax Dollar For Food 1963-64-1 9c 1947-49-26C my: According to the U. S. Dept. of Agriculture, the average Ameri- can family today spends only 19c of each after-tax income dollar for food, as compared with 26c 15 years ago. Camera pans to Chart rr2 31% Willis: How does this 19c compare with other countries? Adamy: Consumers spend a much small- er share of the income for food — only 19% against 53% in Rus- sia. U.S. England France 53% 45% Italy I Russia Willis: Not only do Americans spend less of their income for food than at any time in history, but also their food has greater variety, is easier to prepare and is much more nutritious. Adamy: Any way you look at it, Paul, food is a bargain. Willis, Adamy . . . "food bargains' organization, said, "In recognition of the fact that food and grocery products comprise the largest ad- vertiser category in television, TvB welcomes this opportunity to join with the food industry in this cam- paign." Cash added: "With the coopera- tion of the nation's television sta- tions we can expect tens of millions of 'Food Is a Bargain' consumer impressions during the two-week period. TvB considers its participa- tion in this consumer education pro- gram as one way of saying 'thank you' to an industry which accounts for 80 percent of television's na- tional revenue." The spot, which will have its premiere tomorrow (Oct. 6) at the New York Sales Executives Club, consists of a discussion between Paul S. Willis, president of the Grocery Manufacturers of America, Inc., and Clarence Adamy, execu- tive vice president of the National Assn. of Food Chains, on the rea- sons why food prices today are con- sidered a bargain. The campaign will also be supported via other media. Copy for spot is shown at left. State Broadcaster Groups On Upswing Washington, D.C. — State broad- casters' associations now represent 72 percent of radio and 76 percent of television stations across the country as compared with 65 per- cent for radio and 73 percent for tv in 1962. According to Alvin M. King, di- rector of state association liaison for the National Assn. of Broad- casters, membership in state organ- izations has reached 3982, a boost of 393 since 1962 and 978 since 1959 when the last NAB surveys were taken. 22 SPONSOR een cu- ipansop S FOR THE SPONSOR, NO OTHER PUBLICATION IS. October 5, 1964 23 SPONSOR W^EEK Granik Develops Stamp Plan To Promote UHF Development New York — Granik Enterprises has come up with a stamp plan to promote the development of UHF. The company, which recently an- nounced plans to establish a seven Schwerin: Ingredients, Not Romance, Sell Shampoos New York — In the advertising of shampoos, "women are simply not responsive to the promise of roman- tic attraction as a benefit," accord- ing to the Schwerin Research Corp. The firm, up-dating a four-year- old survey of the shampoo field, re- ports that "strong shampoo commer- cials tended to stress ingredients as the principal 'reason why'." Also, it was pointed out that the 30-second tv spot format exacted no penalty in effectiveness. The findings, reported in SRC's bulletin, involved analysis of two groups of commercials — one highly effective, the other ineffective. "All of the 'winner' group cited product ingredients as their reason-why for brand superiority, whereas the great majority of 'losers' contained no mention of ingredients." It was further pointed out that the effective shampoo commercials made specific claims about specific benefits. "They offered information — not gaseous promises of golden hair and eternal amour." Studying the commercials for ef- fectiveness by length, Schwerin found that as a group the 30-sec- ond tv spots were slightly more ef- fective than the average 60, adding that the "difference is probably not significant so what the data are real- ly saying is that in the shampoo field, 30s are as effective as 60s." The bulletin had one more ob- servation: "These highly effective 30-second shampoo messages were not accidents. They were the end- products of thoroughgoing research programs that entailed time, money, experimentation and creative effort." station East Coast UHF network, expects to supply local merchants with stamps valued from five cents to one dollar that could be applied by customers to installation of a UHF converter and/or a UHF an- tenna. In explaining the plan, Ira Kamen, director of Kamen Asso- ciates, consultant to Granik Enter- prises, declared: "America has run out of VHF television space and the station still is not being adequately served by tv on the community level. The time for UHF is now. and the problems which have caked earlier attempts at UHF operation may well dissolve in the face of a new economic formula (the stamp plan) which I've conceived to crack away at the hard core of pessimism which marks UHF endeavor to- day." The most serious problem faced by a UHF entrepreneur after he has acquired his construction permit from the FCC and built his station, Kamen said, "is getting local resi- dents to put up a UHF antenna and/ or convert their current VHF sets to receive the UHF signal. Even the new all-channel sets will require a UHF antenna and proper downlead for satisfactory performance." Kamen's premise is that if local merchants give his special UHF installation value stamps to shop- pers within the UHF signal it will spur them to add UHF to their sets. Granik has already filed for a construction permit for channel 75 in Patchogue, Long Island, N.Y. Ford, Screen Gems Agree To 'My Gidgef Pilot Film New York — Ford Motor Co. and Screen Gems, Inc., have gotten together on a pilot pro- duction of "My Gidget," a half- hour family comedy series. In announcing the deal, Jackie Cooper, vice president in charge of West Coast operations for Screen Gems, said filming would begin in Hollywood the first week in November. Starring in the pilot project will be Don Porter who played Mr. Devery in the Ann Sothern series, and is currently in the play, "Any Wednesday." The deal was worked out through Ford's agency, J. Walter Thompson. Kamen (left) shows UHF stamp display to Michael Rosen, Granik financial acJviser. K&E Projects Advertising Costs Through 1970 New York — Kenyon & Eck- hardt researchers see steadily rising ad costs through 1970, and David C. Stewart, president of the agency, warns that "any agency or adver- tiser who does not recognize this as a red hot problem with a big red 'warning' sign on it is just kid- ding himself." Figures revealed at the New York Advertising Club (see Sponsor, Sept. 28, p. 4) show growth in ad volume, cost rises by media and budget increases needed by 1970. Advertising volume was at the $7.75 billion mark in 1953, and totaled $13 billion 10 years later. Projected figure for 1973 is $29 billion. By 1970, all major media but net- work radio and supplements will have raised their 1960 costs by more than 20 percent, K&E researchers forecast, outdoor costs showing the greatest increase, followed by night network tv, night spot tv, magazines. K&E also listed budget increases needed by 1970 to maintain 1964's level of pentration of total house- holds: night network television. 30 percent increase; daily newspapers, 27 percent; night spot television, 24 percent; general magazines, 23 per- cent; daytime network television, 18 percent; 38 leading magazines, 17 percent; outdoor, 16 percent; sup- plements, 13 percent. 24 SPONSOR (ork 7,75 MBS Affiliates Vote All-Out Drive to Sell Radio via Radio New York — In what could possibly develop into a campaign of unprecedented proportions. Mu- tual Broadcasting System affiliates have taken their president up on his suggestion that they take the lead in using radio to promote radio. Meeting last week, the affiliates voted unanimously to go ahead with a plan proposed by Robert F. Hur- leigh that would see the network supply a series of 10 spots boosting radio, utilizing MBS talent. In calling for an all-out cam- paign, with a minimum of 10 min- utes per day devoted to promotion of the medium on stations, Hur- leigh had written in the network newsletter: "Individual station op- erators are so busy selling their own call-letters that they have over- looked the obvious truth that the medium itself could help all. They allocate monies for everything ex- cept a plan to create a concept of the powerful, persuasive force the medium is and of the truly irre- placable service it supplies." The result of Hurleigh's sugges- tion is that, beginning in mid-Octo- ber, Mutual's 491 stations are ex- pected to be airing from six to a thousand minutes of radio promo- tion each day. Goal is 40,000 min- utes a day. In addition to MBS affiliates, who approved the plan last week, more than 100 non-affiliates have also expressed interest as a result of publicity in Sponsor and other trade publications (see Sponsor, Sept. 21, p. 22). Along with the affiliates, these stations and others interested will be supplied with 10 one-minute and half-minute spots by the network without charge. Declared Hurleigh, after the af- filiates agreed to the plan: "In all probability this will be the largest spot radio campaign in all history." TvB Exec Stresses Availability of 20-Seconcl Tv Spot uore ;hers itlie nigtit lines, eases )64's 30 )NSO« New York — Stressing the avail- ability of 20-second spots in prime time, Bill MacRae, TvB vice presi- dent in charge of spot television, de- clared that advertisers who are not aware of it are "missing a tremen- dous opportunity." Adding that there is prime time available both now and after the November elections, MacRae said "astute advertisers can select ex- cellent availabilities and stations can confirm this time as of now." Suggesting that, between now and Christmas, buyers can build strong 20-second spot schedules for pre- holiday campaigns, he said that the short prime time spot offers the advertiser an excellent vehicle for both effectiveness and recall. To prove his point, MacRae cited a TvB spot tv research project called "Selectroniscope." The vast reach and economical costs for prime 20- second breaks are only part of their advantage, he said. "There are op- portunities for the advertiser to d:;- liver his message to all of his pros- pects including men and women who are sometimes unreachable. There are other pluses, such as the op- portunity to reach both the male and female head of the house simultan- eously since prime time is family viewing time, and the opportunity for those involved in the marketing of products to see the company's advertising." PRIME TIME 20-SECOND BREAKS PER WEEK Families Reached Per Week Families Reached in 4 Weeks 4-Week Frequency Top 50 Markets Top 100 Markets Top 150 Markets Announcements Announcements Announcements 3 5 3 5 3 5 41% 54% 45% 59% 49% 63% 66% 75% 71% 81% 74% 84% 3.6 5.2 3.8 5.4 4.0 5.8 Cost-per-thousand Families $2.58 $2.57 $2.61 $2.58 $2.63 $2.58 Source: Selectroniscope 1001 Data from A. C. Nielson Co. October 5, 1964 Men Only, Lady! j Princeton, N.J. — "Even Miss America couldn't stay here during the game," a press-box guard told Dorothy Adams, vice president and account supervisor of the General Electric account at Maxon Adver- tising, as she attempted to set foot in the WJRZ radio booth prior to the broadcast of the Rutgers-Prince- ton football game. Despite her letter of authoriza- tion and the fact that she was on official business (the supervision of GE commercials) the guard was adamant, and Miss Adams took her sheaf of copy and a walkie-talkie to a position adjacent to the booth where she relayed instructions to the male producer. When the walkie- talkie proved ineffective due to car- rier interference, the enterprising lady vice president worked out a sys- tem of hand and audio signals with the crew in the radio booth. Philip Morris To Launch Record Network Tv Drive New York — Philip Morris has just announced that it will back its products with the heaviest network television ad schedule in the firm's history. Utilizing CBS-TV, the full Philip Morris line of products will be sup- ported by several hundred selling messages covering the entire net- work through the current season. Over-all audience exposure potential is estimated in excess of 1,850,000,- 000 viewers. Declared Ross R. Millhiser, vice president for marketing: "This is the sort of exposure which not only benefits our cigaret and tobacco product line, but our diversified product line as well." Among the Philip Morris prod- ucts to be advertised are the new Philip Morris multifilter charcoal cigaret, Marlboro, Parliament, Pax- ton cigarets, Personna stainless steel razor blades, Burma shaving cream and Burma Blockade, a new men's deodorant from Burma-Vita Co., a division of Philip Morris, Inc. The schedule will be seen on eight CBS shows: Slattery's People, Baileys of Balboa, Entertainers, Gil- ligan's Island, Red Skelton, Jackie Gleason, CBS News, NFL Football. 25 PROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVERTISING Stauffer chain goes all out radio Sellers of radio have a fairly important recruit from the restaurant industry in their corner. After some experimenting, the Stauffer chain has swung out with substantial campaigns in New York, Washington and Phihidclphia. The most impres- sive angle: it's on a seven-day basis. The stress in the Stauffer copy is on the dinner trade. The time factor for the spots, which run as high as 36 a week in Washington, focuses materially on traffic time. Clock spectrums: 4 to 7 p.m. Monday through Friday; weekends, staggered intervals throughout the afternoon. The likely spark to Stauffer's warm affinity for radio: the account re- cently hooked up with Ketchum, MacLeod & Grove. Chanel No. 5 moves into spot radio Another topseller among perfume brands, namely Chanel No. 5, has come into radio. It's a three-week flight, starting Oct. 26, in major markets from coast-to-coast at the rate of five to seven spots a week. This flight is not considered part of the pre-Christmas campaign. That'll prob- ably follow. Most consistent of the perfume bot- tlers in spot radio has been Lanvin. One of the more notable success stories for the medium in recent years was Jungle Gardenia. 3rd, 4th week pattern spreads There's no question now that nighttime net- work tv can be bought on an even more conveni- ent basis than spot in terms of skipped weeks. The alternate week pattern has become the exception rather than the extended privilege. This season advertisers have slotted their commercial min- utes in a number of the spot carriers every third and fourth week. The height of this system has been reached by an NBC-TV half hour, That Was the Week That Was. This show, containing the usual three commercial positions, has a total of 1 1 different advertisers. On ABC-TV The Addams Family half-hour is indentured to eight advertisers. In the hour-show sector — this applies to both NBC-TV and ABC-TV — the six weekly commer- cial minutes on at least six shows are spread among from 14 to 17 advertisers. To affiliated stations these every third and fourth week schedules present a problem with regard to protecting the network advertiser against product conflict with their ad- vertisers in chainbreaks. Sponsor Scope checked this situation with some key reps. The consensus: the stations maintain as close a watch as they can against conflicts, but the networks' irregular sched- uling of advertisers has become so intricate that it would take a highly expensive local traffic depart- ment to avoid mistakes. Following arc the one-hour series that have advertisers who participate every third or fourth week: PROGRAM NETWORK NO. ADVERTISERS Alfred Hitchcock NBC-TV 14 12 O'clock High ABC-TV 14 Jimmy Dean ABC-TV 14 Ben Casey ABC-TV 15 Wagon Train ABC-TV 15 Mr. Novak NBC-TV 17 Note: The actual champ among this season's nighttime crop in terms of total sponsors is ABC- TV's Sunday Night. There arc 12 weekly com- mercial positions in this event. The number of ad- vertisers: 27. It's an all-time record for any one program series. Tv's airline billings up, but lag mags Tv has yet to become the prime medium for the airline industry. Airline billings for tv for the first six months of this year took a 55 per- cent jump, but the margin wasn't ample enough to overcome the billings registered by magazines for the same period. At the rate airline spending has been going so far this year the total expendi- ture in tv for 1964 is expected to easily reach $15 millon. It was around $8.5 million for 1963. Following is a six-months comparison in airline gross revenue between tv and magazines: YEAR 1964 1963 1962 TV $7,621,300 4,906,400 1,454,300 MAGAZINES $8,680,159 8,721,877 5,716,584 Last in action among rep pioneers Paul H. Raymer remains the last of the three early pioneers of exclusive station representation still functioning as operations head of the firm. Edward Petry just passed on the Edward Pctry & Co. presidency to Martin Nierman and John Blair some time ago assigned himself to chairman 26 SPONSOR of the board. All three became president of their respective companies in 1932, the year all three firms came into existence. Petry had an edge of a few months on the other two. It was at the NAB convention at White Sulphur Springs in the fall of that year that station operators had their first oppotunity to meet and appraise the three inno- vators of exclusive representation. Prior to that there was the general rep. He did business for and with more than one station in a market. The gen- eral rep who brought that phase of representation to a peak was the late Scott Howe Bowen. Buyers don't discount CBS status Next to the tv networks themselves no group is as sensitive to the initial ratings of the new nighttime program season as the agency people who recommend the show buys to clients. Spon- sor Scope's contacts with key members of this tribe disclosed a general disposition to appraise the early returns, which strongly favored ABC-TV over CBS-TV, as not a clear barometer of lead- ership. They expect CBS-TV to edge into No. 1 position as a result of its superior reach, if nothing else. The prevailing opinion among them was that CBS-TV erred in leading off with some of those early stage pilots, but that this deficiency would be overcome with better episodes in the can, plus another promotional splurge. They do see ABC-TV going into the 1965-66 season with an unusual reservoir of strength, deriving from the network's proved old holdovers and such cur- rent season clicks as Bewitched, Peyton Place and others that have yet to hit their true stride. The combination will give ABC-TV an enviable base to build on. September spot tv has misty signoff For tv rep salesmen last week wasn't a par- ticularly happy one. The good news was almost outbalanced by the bad tidings. There were sched- ules from 4-Way cold tablets, Ex-Lax, Breeze, Vel, Palmolive soap, but a blight struck from the direction of P&G in the form of wholesale cut- backs on White Cloud, Puffs, Oxydol, Ivory Liq- uid and Spic 'n' Span. Colgate got into the can- cellation act via Ajax floor and wall cleanser. The White Cloud and Puffs cancellations probably stemmed from the fact that these two paper prod- ucts have just embarked on ABC-TV regional buys. White Cloud and Puffs are still limited in distribution — from the Appalachians to up and down the Midwest. ABC-TV: from 'plan' to 'planning' Remember when "scatter plan" rode high in the lingo of the trade? Well, ABC-TV daytime sales would have you know it's gone out of "plans" and into "planning." And what does it mean by that? Answer: the package of spots and the hook- ups are specifically designed to meet the market- ing needs of the client in cumulative reach, audi- ence composition, saturation, merchandising and regional coverage. That last item should fetch the interest of spot sellers particularly. ABC-TV relates that it's become quite aggressive at selling the regional way of things, especially to big pack- age-goods advertisers. Ad people who were around at the start of the '60s will recall when network daytime offered three types of scatter plans and made a big ado about them. They were: the single show scatter plan, the multiple show scatter plan and the rotation scatter plan. Despite what ABC- TV says about "planning," the scatter method is still the one that makes network tv daytime go round. TvB to bankers: sell tv to lenders The TvB is off on a new industry promotional tack. It's getting chummy with the banking trade — that is, on the investment side, via talks at association gatherings and articles in banking pub- lications. The TvB's ploy: take a look at the lo- cal manufacturers and retailers you lend money to and see whether their best interests are being served with the right kind of advertising. The in- ference of the "right kind," obviously, is tv. Other points being dropped: (1) take note of your re- gional and local manufacturers with regard to their prospective growth and ply them with the success stories of Lestoil and Alberto-Culver, both of which got there exclusively via tv, (2) impress upon retailers the importance of modernizing their advertising as well as their store fronts. Inciden- tally, banks themselves are the No. 3 users of local tv. . CONTINUED ON NEXT PAGE. October 5, 1964 27 PROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVERTISING Affiliates mourn reduced chainbreaks The prime 20-seconcl spot isn't selling as well as reps and their stations would like this fall, nor are NBC-T\" affiliates happy about their ehain- break situation. In toting up their breaks they find they've got 20 percent less than have been made available by CBS-TV to their affiliates. The cor- ollary disappointment: the fact there are no mid- point breaks in most of NBC-TV"s high-rating hour shows, like, for instance. Bonanza and Jack Pimr. The average per-week number of breaks by network: CBS-TV. 72; ABC-TV. 68; NBC-T\'. 52. .An NBC affiliate in a top market estimated that the difference in chainbreak revenue between himself and his CBS-T\' counterpart could run as hish as $10,000 to $15,000 a week. Colgate brushes into ABC-TV daytime Colgate has finally consummated its big day- time commitment with ABC-T\'. The network figures that buy. if it goes 52 weeks, is good for a minimum of $2.5 millon. Colgate's collection of participating minutes centers around the Donna Reed and Ernie Ford strips. This brings up the setting of ABC -TV's realignment of daytime pro- graming which goes into effect Monday, Dec. 28. Following is that revised schedule: TIME SEGMENT 1:30-12 noon 12-12:30 p.m. 12:30-1 p.m. 1-1:30 p.m. 1:30-2 p.m. 2-2:30 p.m. 2:30-3 p.m. 3-3:30 p.m. 3:3(M p.m. 4-4:30 p.m. * To be selected PROGRAM The Price is Right Donna Reed Father Knows Best Ernie Jones (Station time) Day in Court New soap opera* General Hospital The Young Marrieds Trail Master No newcomers in network prime time Something that the sellers of prime tv network time may find interesting to pionder over: this season's roster of sponsors — presumably the largest number yet — does not include a single newcomer, either an account that's never been in the medium or an advertiser who has come up from daytime tv or spot tv. Last season prime time could point to at least one stranger, namely. .Aqua Net hair spray (ABC-T\'). The current season's blank-out might suggest a choice of two theories: ( 1 ) the cost of prime network time has reached the point where it's prohibitive for budgets under SI million. (2) the sellers would prefer to com- pete for the business already in the medium. Little rating differences over years If you make allowances for the margin of error percentages Nielsen has set up. there's been little difference in the high and low range of the three tv networks' ratings the past five seasons when they're reduced to average minutes from October through April. The following rack-up of sponsored nighttime programs averages for each of the October-.April spans was processed by CBS- TV from NTl material: SEASON ABC-TV CBS-TV NBCT\ 195^-60 17.5 20.6 17.7 1960-61 18.3 20.2 17.9 1961-62 15.7 19.4 19.9 1 962-63 14.8 21.0 17.9 1 963-64 16.2 20.5 17.7 The range: CBS-T\'. 20.6-19.4; NBC-TV, 18.9-17.7; ABC-T\'. 18.3-14.8. Simultaneous premiering quite likely Don't put this beyond the ken of probability: all three tv networks premiering their new night- time schedules the same week ne.xt season. Com- ing from behind — by a week or two — with the new lineup entails some risk in audience loss for the network that elects to hold back its premieres. The interim could mean giving the early-bird net- work a tee-off advantage in ratings of as high as 30 percent. In other words, if it hadn't waited a week or two. the second showcasing network might have drawn 30 percent more audience for its own premieres. Simultaneous premiering would have a negative as well as an asset side for NBC-TV and CBS-T\'. Season-starting ran"'"- ad- vantages would be reduced and advertisers would have less concern about their programs' orosoects because of the delayed debuts On the other hand, the two networks have a lot of program invest- ment-eating to do for the current season. They wouldn't be getting as many reruns out of the 1964-65 inventory as originally planned. The simultaneous take-off would also find much favor among buyers of chainbreak spots. 28 SPONSOR Tv nets shy about brand disclosures Have you ever wondered why you can find out what each brand spends in spot tv but not in network tv? The obstacle to the funnehng out of such information, according to TvB, are the net- works themselves. Their agreement with the LNA- BAR, which processes dollar network sales, for- bids the breaking down and releasing of brand figures. Incidentally, this network reluctance about revealing brand information was demonstrated in another respect a few weeks ago. NBC-TV turned down CBS-TV's request for a list of brands it would be carrying this fall. CBS-TV later, it was reported, went over the heads of the NBC-TV sales and got the information. Living-cost clauses pare agency profits One of the creeping expenses that often bring a yearning for the fee system to agency manage- ments are the syndicated research services which have built-in cost-of-living indexes. The price with such clauses goes up automatically, the same as happens in union-employer relations. ARB had an increase of this sort just go into effect. It amounted generally to 2 percent. Nielsen also has a similar built-in clause in its contracts for the national tv service and the Food & Drug Index. What causes agency management to wince when these increases come through is that they can't be passed on to the client with a strictly commission relationship. The money can only come out of profits and, to go a step further, out of profit-shar- ing or the pension fund. How 'crops' tie in with ad budgets General Mills' announcement last week that it had decided to issue mid-year reports to stockhold- ers has an interesting policy link which affects the company's advertising budget. General Mills' en- tire fiscal operation is based on the "crop year," which ranges from one May 30 to the next May 30. The "crop" referred to is wheat. Until the wheat crop can be estimated. General Mills has no profit or price basis on which to project what it should spend for advertising and promotion. Similar mode of reckoning applies to the fiscal af- fairs of the Florida Citrus Assn. and its advertis- ing appropriations. Probably also to the apple, orange and lemon packer collectives on the Pacific Coast. WCCO (singing commercial) has 40th One of the early great radio programing sta- tions of the country, WCCO Minneapolis, last week celebrated its 40th anniversary with a bar- rage of veteran mike luminaries. But to those with long memories WCCO is identified with this in- novation: the singing commercial. It was on this station on Christmas Eve of 1929 that Washburn- Crosby Co. (now General Mills) introduced the Wheaties jingle — "Have you tried Wheaties, the best breakfast food in the land?" — which was the progenitor of all singing commercials. Wash- burn-Crosby at that time owned and operated WCCO. Solar battery's marketing invasion A whole new horizon seems to be in the making for the marketers of small electrical appli- ances. The stimulant: development of the solar battery, which stores energy from any kind of light. The Japanese have already adapted the solar battery to radio receivers. They have a set on the market which retails for $39.95. The solar battery, obviously, is also a competitive threat to the cadmium, as well as the carbon, battery. CATV pot is really beginning to boil Nothing in the broadcast industry at the mo- ment has stirred up so much interest and conten- tion as the CATV system. Even the stations that have been fighting most bitterly are studying the economic implications to themselves of this off- shoot of program transmission. They're caught in a dilemma. They feel they ought to protect the stake in the community by getting a foothold of their own in a CATV system. On the other hand, facing them is a flock of unknown factors. Such as (1) what the FCC will do about the CATV system, (2) what will be the eventual attitudes of the networks, (3) will the talent unions try to horn in on CATV as an added source of income. October 5, 1964 29 how do you fit a grizzly into a girdle? You can! ... if you're willing to settle for just the hind shank. It's like ranking TV markets. You can take a small portion of the market by using the metro approach . . , but if you want the whole bear, you've got to rank by total market! Weigh these facts. More than 80% of the Charlotte WBTV Mar- ket is located outside the metro area, and the Charlotte TV Market contains 550,000 TV homes — ranking 22nd in the nation ... 1st in the Southeast! =•= We're not stretching the truth about our bear- sized market. It's a honey! * 1964 Sales Management Survey of Television Markets CHARL®TTE JEFFERSON STANDARD BROADCASTING COMPANY Represenled Nilionilly by Television Adterhting P^U*) Representitivis, lac 30 SPONSOR I Ortol, iponsop OCTOBER 5, 1964 Can piggyback sponsors Clamor over clutter has revived the integrated com- mercial,but key to Code amendment effectiveness is sponsor reaction to station piggyback premiums ■ While the NAB Code Authority now expresses its enthusiasm for tv production trends to the integrated commercial, Sponsor still gets ques- tions about definitions and proced- ures in the following areas of the multiple product commercial con- troversy: 1. Current advertiser traffic ac- tivity in the integrated versus the piggyback commercial format. 2. An historic look at the situa- tion. 3. Definition and analysis of the pros and cons of the piggyback code change. With its amendment now in ef- fect, the NAB code office stresses that the revision does not ban piggy- backs, but instead alters their count from one commercial message to two or more announcements, de- pending on the number of products involved. Piggybacks are acceptable "if properly scheduled in accord- ance with the code's time standards provisions." Several leading sponsors who Howard Bell . . . Code amendment !s an attempt to reduce "appearance" of clutter. Stockton Helffrich ... Is "encouraged" by activity in Integrated commercial field. 31 have t'ouiui llic piggyback format to be an indispensable way of com- mereial life refuse to consider any other type of multiple product an- nouncement. But other sponsors have expressed interest in exploring the integrated commercial approach (two or more products interwoven in a unifying theme so as to ap- pear as a single announcement) that the NAB favors. The code office reports that of the last 61 film commercials it has reviewed, 39 have been classified as integrated, 15 as piggyback. Stockton Helffrich, manager of the New York code office, sees this as a clearly-defined trend to the in- tegrated format. The figures are "definitely encouraging," he asserts, now that integrated messages con- stitute a majority (97) of the 183 film commercials reviewed and clas- sified since January. Prior to the aforementioned 61 commercials, NAB's count had shown piggybacks consistently outpacing integrated an- nouncements by a three-to-two mar- gin. And the NAB reports that sev- eral sponsors with commercials clas- sified as piggybacks are now rework- ing them to meet the code's integra- tion specifications. Additionally, the code office notes that it has reviewed a total of 86 commercial storyboards. And here the integrated form has out- distanced the piggyback by nearly a two-to-one margin: 56 vs. 30. These figures do not necessarily indicate that a permanent switch in format is taking place (some multi- ple product sponsors may be test- ing the integrated approach), but it does herald the revival of the long dormant integrated commercial. This recent attention is in marked contrast to the disinterest in the in- tegrated vehicle, as reflected in a Schwerin study (Sponsor, July 27, p. 34) which noted that less than one percent of 2000 commercials tested each year were integrated. Consequently, the research firm dubbed this format "the orphan of the advertising world," but suggested its possible resurgence as a result of the new code amendment. Effective since Sept. 1, the code amendment (technically designated as section 14, new paragraph 4 of the Tv Code) establishes three cri- teria for a multiple product an- nouncement that is to be considered as integrated, and therefore, counted as a single commercial. They are that: 1. The products or services are related in character, purpose or use; 2. The products or services are so treated in audio and video throughout the announcement as to apear to the viewer as a single announcement; and 3. The announcement is so con- structed that it cannot be divided into two or more separate announce- ments. Gillette Creativity Gillette, through Maxon, has achieved integration in this 60-second commercial for its Foamy lather, stainless steel blades and Sun Up after shave. All products are closely related in use, and are tied together in the spot with a continuing theme. ■f ■**''• ' p * • i • f ■• 32 SPONSOR The amendment further notes that multiple product announce- ments not meeting these criteria (i.e., piggybacks) shall be consid- ered as two or more commercials. Excluded from these provisions are multiple product commercials of retail or service establishments. As an aid and a guide to allevi- ate some of the wholesale confusion that has arisen, the NAB code of- fice prepared and has available copies of a 16mm film called the "Multiple Product Announcements Exhibit." This seven-minute film is composed of seven commercials: two piggyback and five integrated. For educational purposes, it is avail- able to sponsors and agencies who may be interested in viewing specific examples of integrated and piggy- back commercials. Speaking of these examples, the Code Authority advises that an in- tegrated announcement contains the following: Unifying theme; situa- tions or settings that are common throughout the commercial; one or more shots of both products to- gether, if feasible; interweaving of the products in the commercial; a flow of common production values that would include such things as the same voice-over announcer, cast, musical background, lighting, scenery, etc." Helffrich emphasizes that there can be no specific ground rules to follow. "In some cases," he says, "I have been surprised by the in- genuity of the copywriters who achieved integration in unlikely sit- uations." Although the NAB enthusiastical- ly favors integration, the piggyback is a healthy commercial vehicle. And the current controversy has all but obscured the stated goal of the amendment: Fearing possible government in- tervention as a result of public and private clamor over clutter, early this year the NAB decided that the trouble lay in the "appearance or impression" of ovcrcommercializa- tion. Singling out the "increasing use of multiple product announce- ments" as one of the chief causes, NAB code director Howard Bell moved to ban the piggyback. But a modification of this severe stand was instead adopted via the now effect- ive amendment designed to re- duce the number of apparently "dif- ferent" commercial messages aired in a given time period. This will be accomplished, the Code Authority believes, if multiple product ad- vertisers switch from the piggyback to the integrated format. Then, a multiple product "sell" would ap- pear to the viewer as one commer- cial, rather than as two or more "separate" back-to-back messages. The NAB's involvement with the piggyback is not new. A forerunner of the amendment was written into the code in 1956, the year that the )N!OI Credit: U. S. Tele-Service Corp. October 5, 1964 33 piggyback was created by Ted Bates as a one-minute spot for Uncle Ben's rice and M&M candies (both products of Food Manufacturers, Inc.). This was followed in 1960 and 1962 by additional code "in- terpretations" that paved the way for the current amendment. Viewed in its proper perspective, the code amendment is testimony to the effectiveness of the piggy- back. The obvious advantages in using back-to-back messages within the framework of a single announce- ment has attracted an important segment of the advertising world to the flexible piggyback format (it is estimated that 20 to 25 percent of all spot tv announcements are of the multiple product variety). These advertisers have found the piggy- back to be an indispensible com- mercial vehicle. Aware of this, some station opera- tors have decided to charge spon- sors a premium for piggybacks ranging from 15 to 200 percent of the applicable rate. In some situa- tions, stations have set premiums because of the necessity to drop an ID (where otherwise a code viola- tion would occur) to allow for a piggyback. In other cases, flat in- creases are being asked. Further complications involve varying pre- emption possibilities, specially creat- NAB CODE AUTHORITY GUIDELINE The following questions and answers, prepared by the NAB Code Authority, are offered as an aid to advertisers, their agencies and commercial pro- ducers in interpreting the code amend- ment. The Code Authority believes them to be a practical guideline to integration of multiple products in a single an- nouncement: /. Q. What is the purpose of the amendment? A. The purpose and intent of the amendment is to encourage the produc- tion and presentation of integrated multi- ple product commercials which the view- er would regard as single announce- ments. 2. Q. How can integration under the new amendment best be achieved? A. Generally, commercial integration is best achieved when the announcement begins and concludes with a unifying theme which describes the related na- ture, purpose or use of the advertised products or services. 3. Q. Will announcements now classi- fied as integrated by the Code Authority, but not meeting the criteria of the new amendment, retain their integrated status after Sept. 1? A. No. After Sept. 1, 1964, the effec- tive date of the new amendment, such announcements will be regarded as piggybacks and will require appropriate revision if they are to be regarded as integrated. 4. Q. Will the Code Authority review announcements, and clarify them as in the past? A. Any of the three Code Authority offices — Washington, New York or Hollywood — will perform this service upon their receipt of the necessary ma- terial. 5. Q. Are announcements which go to black between segments considered piggybacks under the new amendment? A. Yes, no matter how they are treated thematically or how related in character, purpose or use the products or services may be. 6 Q. Do video and audio bridging devices (clockwipes, optical flips, shim- mer dissolves), coupled with corporate statements such as " — and another prod- 34 uct from — ", constitute integrated treat- ment of separate announcements? A. Not after Sept. 1. The new amend- ment disqualifies separate announce- ments, which are joined by bridging de- vices, from acceptance as integrated announcements. Further, such treatment lacks the unifying theme essential to integration. 7. Q. If a multiple product announce- ment meets all other criteria for integra- tion but contains segments which could be lifted by the advertiser into usable shorter length annoimcements, is it ac- ceptable as integrated? A. The answer lies in the degree to which the commercial in and of itself gives the appearance of a single an- nouncement. The separability of any of its parts into independently usable com- mercial entities does not automatically disqualify it for integrated status. 8. Q. Would a scouring agent and a dishwashing product, promoted in the same announcement, be considered in- tegrated since, clearly, they are related in character, purpose and use? A. Only if their presentation is made upon the basis of a unified theme, so interwoven in treatment that it gives the appearance of a single announce- ment. 9. Q. Does the new amendment rule out integration of products or services meeting all the criteria of the amendment but manfiiactured by two different spon- sors? A. No. When all of the criteria of the new amendment are met. it does not rule out dual sponsorship. 10. Q. Give examples of retail or service establishments exempted from the amendment. A. This refers to announcements for local advertisers where, traditionally, dif- ferent products are promoted within the same spot. Such establishments would include grocery stores, chain stores, department stores, service stations, garages and drug stores; service stations, garages and drug stores are normally accustomed to ad- vertising several products within an an- noimcement. //. Q. Are institutional commercials mentioning multiple products or multiple services included under the amendment? A. Institutional commercials are not covered by the amendment. However, if there is a unifying theme of an institu- tional nature relating to the corporate policy of the advertiser, and the purpose is to discuss over-all corporate policies rather than to sell specific products, in- stitutional commercials will be regarded as single announcements. 12. Q. If a multiple product announce- ment begins by identifying all products to be advertised, either individually or by institutional association, indicates their relatedness of character, purpose or use and avoids obvious bridging devices which tend to "segmentize" the commer- cial, can it automatically be considered integrated? A. No. Though the intent may be to create an integrated commercial impres- sion, the mechanics of production must be such that an objective evaluation would conclude that the over-all video and audio treatment will appear to the viewer as a single announcement. 13. Q Will the integration require- ments remain the same for a commercial involving more than two products or services? A. Yes. As a generalization, however, very careful attention will have to be devoted to the use of techniques which will result in the commercial appearing as a single announcement. 14. Q. In order to meet the intent of the section of the new amendment cov- ering audio-visual treatment, must the same announcer or spokesman be used throughout the entire commercial? A. Not necessarily. Although two separate announcers and/or cast mem- bers do not inevitably suggest two separ- ate commercial impressions, it would appear that the use of such a technique would make it more difficult to achieve integration. While it is easier to achieve commercial integration with one an- nouncer it may be possible, in the treat- ment of a multiple product announce- ment, to combine more than one an- nouncer or spokesman provided this is done without sacrificing an impression of unity or sacrificing singleness of theme. SPONSOR ed fixed island positions, an in- crease in potential product conflicts, etc. They all spell "headache" for station traffic departments. The expressed purpose of the amendment — to reduce the appear- ance of clutter by discouraging use of the piggyback — has. then, been buried by the premium question. Additionally, another sponsor- agency sore point is the amendment provision that the integrated com- mercial must be so constructed that "it cannot be divided into two or more separate commercials." This eliminates the flexibility of rotating and switching segments that is a prime advantage of the piggyback. It means substantially higher pro- duction costs for the integrated for- mat user who has to produce more commercials to overcome this loss of flexibility. Lines are clearly drawn now that the Sept. 1 amendment-effective date has come and gone. The next few months should be decisive. If advertisers refuse to pay premiums, stations will be forced to roll back their increases, and it will be piggy- back business as usual. The NAB then will have to find another way to reduce the ap- pearance of overcommercialization. Hopefully one that is less damaging to sponsors. ♦ COMMERCIALS OF MULTIPLE PRODUCT SPONSORS AS CLASSIFIED BY THE NAB CODE OFFICE Integrated Piggyback No. of Commercials No. of Commercials Sponsor CI ossified Sponsor Classified American Home Foe ds 1 Alberto-Culver 3 American Home Pre ducts 1 Ansco 2 Brown & Williamson 1 Beecham Products 1 E. L. Bruce* 2 Bissell 2 Buxton* 1 Blazon 2 Clairo! 1 Brilio 2 Colorforms 1 E. L. Bruce* 1 De Luxe Reading 1 Buxton* 1 DuPont 6 Calgon 2 Economics Lob 1 Campbell Soup 6 Eldon Industries 1 Chemway 1 Embree 1 Colgate 1 Foremost Dairies* 1 Coty 1 Franco-American 4 Dr. Scholl's 1 General Mills* 1 Ex-Lax 2 Gillette 6 Max Factor* 4 Golden Grain Macaroni 1 Foremost Dairies* 1 Green Giant 4 General Mills* n Hudson 1 Helena Rubinstein 2 International Latex* 1 Helene Curtis 5 S. C. Johnson 2 International Latex* 4 Kellogg* 7 International Salt ] Kenner* 5 Johnson & Johnson 1 Knickerbocker 2 Kellogg* 2 Lincoln Foods 1 Kenner* 1 M & M* 2 Lehn & Fink 2 Matte! 2 Lever Bros. 2 Max Factor* 1 M&M* 6 Milton Bradley 4 Noxzema 5 Morton's 4 Pillsbury* 3 Multiple Toy 2 Procter & Gamble 1 Pillsbury* 3 Richard Hudnut 2 Remco 2 Romilor 2 Schlitz 1 A. E. Staley* 1 Shulton 1 Whitehall 2 Simmons 1 86 So. Calif. Gas 5 A. E. Staley* 2 Standard Brands 2 Tussy 1 Union Carbide 2 Wham-O 1 90** *Sponsors have produced both integrated **Names of two sponsors (involving a total technical production problems. and piggyback commercials. of seven integrated commercials) have not been released, pending action on minor October 5, 1964 35 THE TIMEBUYER IRTS seminar hones Alumni of recent sessions cite productivity as fall meetings are announced for Oct. 13 start ■ Just how do timebuyers (and sellers) go about their work? That's an integral question, not only for newcomers to agency me- dia departments, but also for tyro marketing men and account assist- ants, plus anyone else whose work keeps them on the periphery of timebuying operations. As pros in the field of advertis- ing very well know, the Interna- tional Radio and Television Society (IRTS) gives two seminars a year to help answer the above question. They are conducted by top execu- tives in timebuying and related fields and are open to most comers. Weekly sessions for the fall, 1964, seminar will begin Oct. 13, accord- ing to an announcement by Sam Bw. Schneider, WLW Cincinnati sales manager, eastern division, and new chairman of the IRTS seminars. The 5:30-7 p.m. meetings will be held in the Madison Avenue agency area. Taking the course pays off, as some alumni of the last two seminars testify: Duncan Andrews of Geyer, Morey, Ballard was new to the agency business when he took the course last fall, served as media assistant. Now timebuyer on Ameri- can Motors, Andrews says: "The course made the whole structure of the buying operation clearer to me ... I wish there were also a 'gradu- ate course' for the more experienced buyer, to help stimulate his think- ing and complement his knowledge of this complex and constantly changing business." ^ 36 Duncan Andrews . . . graduate course Donato Bronzlno, a buyer for Cheer when he sat in on last fall's sessions, is now all-media buyer on General Cigar at Young & Rubi- cam who underwrote the cost of Bronzino's study: 'T particularly liked those sessions that dealt in concepts rather than parochial tech- nique. Perhaps most valuable to me were the insights I got into the planning and laying out of a na- tional media program. . ." Stephen Fedor, Jr., of Compton, is space buyer for Live Better Elec- tronically, Asphalt Institute, Gleem ' There will be. American Research Bureau's Al Petgen, Schneider's precJecessor as chair- man of IRTS timebuying sessions, will inaugu- rate an advancecJ course, which "will be heavy," this spring. toothpaste and P&G group prod- ucts: "I wanted an awareness of air media and felt I got good groundwork ... I would suggest this course to any space buyer because it helps enormously in understanding the broader media picture." Mary Galanis was a print buyer at Grey Advertising last fall, is now all-media buyer on P&G, print buyer for Greyhound and broadcast buyer for Macy's: "1 think these sessions are excellent for anyone new in the agency business, in or out of media. Agency people should know media basics no matter what their function might be in an agency. I had been interested in learning broadcast media. The course did an excellent job of covering broad areas of media activity. I was most inter- ested in the research sessions be- cause that's such an important area. I also got a better understanding of the sellers' viewpoint." Donald Kamens, a trainee last year when he took the course, is timebuyer now on Cheseborough Ponds at William Esty: "For me, the best session was the discussion on the planning function (by Don Leonard of Kudmer) because it gave me practical applications. 1 had been, at the time, totally un- familiar with it." A. Wm. Spence was a six-month trainee in media at FC&B last year, took the course at his agency's recommendation and expense, is now media buyer on the Equitable Life Assurance Society account: "I was well exposed to media, lan- SPONSOR no« Jidaii I areas inter- IS be' t area. :e rs. « 3r( If use llvun nse, timebuying tools Mary Galanis . . . media basics guage, terms, ideas — wniuh was re- warding. I feel that a spectacular session was the one on the seller function (by Harrington, Righter & Parsons), which gave me excellent insights into the rep's position and function and clarified some of my notions. . ." The timebuying seminar has been set up as a full, integrated course that ranges from the advertiser's marketing problem to the timebuy- er's participation in carrying out solutions to that problem. Specific topics for this fall's ses- sions are as follows: First meeting (Oct. 13): "Broad- ■0 casting, key to the marketing era. key to the future," a discussion of broadcasting's role in the develop- ;P0*I!0' ment of modern marketing con- cepts. Second meeting (Oct. 2): "The advertiser's problem," a considera- tion of customers, ad budgets, tim- ing a campaign, selecting media and the like. Third meeting (Oct. 27): "Broad- cast research in planning and buy- ing," a probe into fundamental research methods and targets. Fourth meeting (Nov. 10): "The media plan is formed," what a campaign is based on and how it's implemented. Fifth meeting (Nov. 17): "Pro- fessionalism in timebuying," a close- up of the buyer's role and day-to- day marketing strategy. Sixth meeting (Nov. 24): "Net- work basics," how networks operate and how their time is programed, bought and sold. Seventh meeting (Dec. 1): "Pro- fessionalism in time selling," an ex- planation of the station representa- tive and his role. Eighth and final meeting (Dec. 8): "Focus on the future," a con- sideration of advertising's newest trends and directions. The speaker for each session, all of whom will be representative leaders in their fields, will be an- nounced later. In addition to chairman Schnei- der, the 1964 IRTS planning com- mittee that arranges the seminars includes Claude Barrere, IRTS; Erwin Ephron, A.C. Nielson Co.; Martin Mills, Meeker Co.; Marvin Melnikoff, Standard Rate and Data Service; Donald Leonard, Kudner; October 5, 1964 Donald Kamens . . . planning function Lionel Schaen of Harrington, Right- er & Parsons; Thomas Taylor of Peters, Griffin, Wooward; Maurice Webster and Robert DiMattina, CBS Radio Spot Sales; Martin Katz, Franznick-Meden; Al Petgen, ARB; Joyce Peters of Mogul, Williams & Saylor; Joseph Ostrow, Young & Rubicam; Evelyn Konrad, Evelyn Konrad & Associates. Ruth Crow of the Crosley Broadcasting Corp. is secretary to the committee. Applicants to the timebuying seminar may obtain registration forms by writing or calling Claude Barrere, executive director, IRTS, 444 Madison Ave., New York (PLaza 8-2450). A $15 fee is charged for the eight sessions and registration is limited to 110. ♦ 37 Designer's ingenuity solved problem of creating life-like railroad effect for live/tape Canadian dramatic anthology Taped tv train runs ■ Masters of screen suspense have always liked "train mysteries." Hitchcock's "The Lady Vanishes" and Carol Reed's "Night Train" are classics, and more recently even such a suave type as Fleming's James Bond was to be found prowl- ing the Orient Express in "From Russia With Love." But to produce a live tape mys- tery drama with a railway coach highballing down the track calls for some ingenuity. The tricky motion of a train is three-dimensional — up. down and sideways, and usually all at once. It's one thing to shoot on a location basis with film — some- thing else again in a live tv studio. True, the problem is not one which confronts creative Madison Avenue admen very often. But there is a relationship between this live- tv problem and the production of taped tv commercials. Knowing how the trick of simulating a train effect can be done is an extra piece of creative ammunition in the plan- ning of live/tape sales messages. The trick was turned recently by the Canadian Broadcasting Corp. for a dramatic anthology series called The Serial, which had sched- uled a five-part (half-hour each epi- sode) drama called "Train of Mur- der." The Serial, although not widely known to U.S. audiences, is an im- portant Canadian advertising vehi- cle. Sponsor of alternate-week half- hour segments in its Thursday, 8:30-9 p.m. schedule is Sterling Drug, which uses the Canadian- The "gimmick" to re-creafe the joggle of train in motion was strung- together series of lacrosse balls. Original idea was hatched for CBC-TV show "The Serial" by the show's designer, Harry Maxfield. 38 Completed set, mounted on platform with rubber balls and wire sys- tem, looked like this to cast of five-part drama when they saw it in CBC studio. Interiors were accurate video copy of luxury railroad coach. SPONSOR .\ Oii.r on lacrosse balls )roduced series as one of several lorth-of-the-border tv shows. Prod- icts sold include Aspirin (a Bayer radename in Canada), Phillips Milk )f Magnesia and Bayer Nose Spray, V i t h Dancer - Fitzgerald - Sample landling the account and commer- ial production. Sterling bought into The Serial ast fall, and has had no reason to egret the purchase. This spring, he CBC series was standing at 18th )lace in the Top 20 shows, and in ixth place among Canadian-pro- duced series. Incidentally, Sterling has just renewed for the 1964-65 season, according to D-F-S sources in New York. The assignment to produce an in-studio train was given to CBC set designer Harry Maxfield by the show's producer, David Gardner. At first, Maxfield was stumped, and was virtually ready to settle for the usual mock-up of a railway car. Then, Maxfield had a brainstorm. He rounded up some 400 lacrosse balls (which are made of hard but springy rubber), several hundred feet of wire (to string the lacrosse balls like beads — see photos) and a dozen bedsprings (to anchor the ends of the wires). The whole works was hooked up to a lever so that the railway coach set — which rode on the lacrosse balls — could be given an authentic shimmy. A rear screen projector completed the illu- sion of movement. The five-part drama will be aired next spring. ♦ I (OJck Production begins on "Train of Murder" five-parter in CBC's Studio Seven in Toronto. Alternate-week sponsor is giant Sterling Drug, which uses show to sell Aspirin (Bayer), Phillip's Milk of Magnesia. Ijgl October 5, 1964 The show is on the air, as tapes spin to catch action for telecast next spring. Here, performers Christopher Newton and Beth Morris emote in vestibule of coach as audio man catches dialogue with mike. 39 Supermarket and radio executives grin as they celebrate completion of "Passport to Paradise" plans: (From left) Dick Huggett, advertising and promotion manager for Safeway in Vanvouver; A. G. (Tony) Anselmo, Safeway zone manager; William Speers, CKWX general manager; and Dick Lennie, general sales manager of the Vancouver station. Passport to paradise ■ Take 10 major product-adver- tisers, 60 Safeway supermarkets and 130 weekly radio spot announce- ments over a 1 3-week period. Put them all together and what do they spell? C-o-n-t-e-s-t is the winning an- swer, as supplied by radio station CKWX Vancouver, B.C. And, indeed, putting all the in- gredients together and coming up with a contest was solely a CKWX idea. The essential purpose: To give spot advertisers with small or medium budgets first-hand knowl- edge of how summer radio can effectively be used as a vehicle to exploit point-of-sale merchandising. The contest was called "Passport to Paradise.'" For three fortunate, grand-prize winners, it meant an exciting air holiday for two to an exotic climate of their choice — Mexico City, Hawaii, Nassau or Bermuda. For the pleased sponsors, "Pass- port" represented a highly success- ful product-merchandising campaign that drew a consumer response of over 500,000 entries. The total is especially remarkable in light of metropolitan Vancouver's popula- tion of 790,000. For the 60 metropolitan Van- couver Safeway stores, it meant a notable sales upswing, achieved in part via ambitious point-of-purchase merchandising conducted for all 1 1 products of the 10 participating sponsors. And for CKWX, which was responsible for all aspects of the contest, it meant proving a point. In addition, the station sold each sponsor 15 one-minute spots per week for a combined total of 1950 announcements. (These were backed up by more than 100 promotional spots each week — both 30- and 60- second announcements — in which participants were credited on a rota- tion basis, two per announcement.) Dick Lennie, general sales man- ager for the station, reports these sponsors and agencies took part: Canada Dry (soft drinks), through MacLaren; Colgate (the two-prod- uct sponsor with a dental cream and facial soap), through Spitzer, Mills & Bates; General Foods (Jell-O instant puddings), via McKim; S.C. Johnson (Raid pesticide), Needham, Louis & Brorby; Lever Brothers (Sunlight dishwashing liquid), BBDO; McCallum Sales (Carnation seafood), through Young & Ross; 40 SPONSOR I Peter Jones, Colgate brand supervisor Don Douglas, Lever product manager Bob Andersen, Canada Dry district manager Art Cooke, General Foods district manager se Canadian radio station dreams up tropical-vacation contest With pay-off for consumer, sponsors — and time-sales ledger »ts (X VIcDonald's Consolidated (Safeway of 195 ;offee); Nabisco (Rose brand ;t}ackei pickles) via J. Walter Thompson; Noren Industries (Sunniest orange and 68 juice); and Reynolds Aluminum inwtiic [Reynolds Wrap), via Ronalds- Reynolds. Based on an association of non- es manlcompetitive products, the project allowed sponsors, Lennie explains, "to take advantage of an all-inclu- sive promotion and merchandising (O-prod plan that normally is offered only through high-cost, short-term cam- paigns." For a total expendiiure of just S.C $2990, each advertiser received eedtiain three spots per day, Monday itki through Friday, between 9 a.m. and 6 p.m., or a total of 195 com- mercial minutes during the 13 weeks. ilell-( As an added incentive, each spon- sor was given in-store product dis- plays with point-of-purchase back- ing, shelf displays and "Passport" entry forms, which exclusively dis- played his product, for distribution to consumers. Consumer participation, as it should be in every contest, was simple: any Safeway customer was permitted to complete an individual- ized "Passport" entry blank at one — or al! — of the featured displays of each participating product. At the end of each week, 1 1 shoppers (one for each item in the promotion) were chosen to receive $20 food hampers, filled with the participating products. Those winners — as well as non- winners — were all eligible for the three grand prize holiday trips, iPONSOl October 5, 1964 awarded through a drawing at the completion of the 13-week cycle. Lion's share of the broadcast pro- motion was shouldered by CKWX's Cal George show through on-site broadcasts, aired five days per week from 12 noon to 4 p.m. The pro- gram originated from the station's "Golden Palace" mobile unit, which was stationed at a different Safe- way supermarket each week. Thus, the station racked up a total of 260 remote-broadcast hours during the 13-week promotion. CKWX officers estimate that station costs for promotion (includ- ing the remotes, all merchandising material and the prizes) exceeded $10,000. But "results were worth it" and the summertime pull of Vancouver radio was unquestion- ably proved. ♦ 41 Radio/fv commercials: Raymond Scott Composer of some 1400 commercials and hit records makes sharp comments on ad agencies' misuse of sound in commercials ■ There is always a great deal of talk about the content of com- mercials, but more often than not the discussions center only upon art and copy. "Unfortunately," says well known composer-musician Raymond Scott, "sound is often considered a white elephant. In such discussions — like the commercials, themselves — sound is tacked on at the end." After working on some 1400 commercials — give or take a hun- dred — Scott is convinced that agencies and sponsors are at fault in not giving sound (more specific- ally, music) its proper considera- tion. Music in a commercial, Scott claims, gets real attention from the agency or sponsor only when some- thing doesn't quite work. Then the belief is that the sound must be at fault. And often it is — but simply because it was given little or no attention during the early stages of the commercial's creation." In an exclusive tape interview with Sponsor, Scott discussed the following problems: (1) the uncon- sidered attention-getting value of sound, (2) the loss of quality in sound because clients are impressed with "fancy footwork," (3) the fact that sound is not considered until after the commercial idea has been conceived and (4) the client's re- luctance to accept new ideas. Not realizing the attention-get- ting value of sound. "This is a point that I believe is very impor- tant," says Scott. "There is one wonderful, wonderful thing, in my opinion, that sound can do. With the graphic arts you have to be looking in order to be attracted. You must pay at least some visual attention because if you're not looking you can be exposed to the most graphic stuff in the world and not even know it's there. Sound, however, can envelope you — bring you into the commercial. Sound doesn't knock on your door — it comes right in. "If the sound portion of a com- mercial is winning and attractive, gets your point across and makes you want to see what's happening, then the sound is very important. You could go to the sink for a drink of water or look at a news- paper for a bit, not really inter- ested in what's going on, but if the sound is attractive enough, it can pull you back. "And let me make another point about sound and video. Could the video in a commercial be success- ful without sound? I think video would have a helluva time without sound." What the client doesn't know does hurt him. "An agency," says Scott, "might give you a great deal of leeway, but unfortunately, the same is not always true of the client. There have been occasions when we've worked out something terrific for a product. We're thrilled. The agency's thrilled. Everybody's extremely happy. Then the client says: T like the Star Spangled Banner better.' Most of the time the advertiser is the problem. "In my experience, there are very few clients who let you go ahead on a commercial. The client is not creative, but he goes by the classic T know what I like' prin- ciple. And I can't blame him. I'd probably say the same thing in an area about which I know nothing." According to Charles Barclay, vice president of Raymond Scott Enterprises, "M o s t advertising agency professionals recognize a good piece of music when they hear it, but, to a large extent, they have abdicated their creative re- sponsibility to the non - creative client. I'd say about 90 percent of the time the agency says to us: 'What can we do that the client will understand? He has a tin ear and he's going to play it to Aunt Tilly.' This is unfortunate. The client whose money is being spent should, I suppose, have something to say. But he's a manufacturer — that's what he knows best. Now he's being asked to judge advertising 42 SPONSOR sounds off on sound and, frequently, he's just not well enough informed to do so." According to Scott, advertisers are too often impressed with a lot of "fancy footwork." "I'd love it," Scott told Sponsor, "if some day you would do an article on the importance of commercial content. For heaven's sake, examine con- tent; then dress it up. Let the com- mercial be attractive in its barest form; then try and make it a little more attractive. In my opinion, a good deal of the time there isn't much content, but the production is so flashy and there's so much going on that the advertiser is led to believe the music is really great." "A lot of people operate on the snow job principle. They try to confuse the client with musical footwork. But we believe in simple demos — you know, just one or two voices and a piano. "We sent a demo to Delta Air- lines, for example, with one girl's voice and my crummy piano play- ing — I haven't really played for about 25 years. The content was strong — T felt it was strong when I sent it down. The next morning they called and said the com- mercial was so right as it was that it would be put on the air imme- diately, without polishing. Delta used it steadily for five or six months. October 5, 1964 "Sound can bring you Into a commercial "Many jingles are on the air for a short time, changed, and then they're gone or modified to the point that you can't recognize them. This is the result of attempting to please the client — or somebody — by producing the jingles so lavishly that one hears a rhythm, drum and a bunch of strings and thinks it must be great, but it's just window dressing. "The fact that the music for commercials should be basically good is not followed very much in advertising. But all the flash by itself doesn't last, although flash with content is marvelous." Considering sound too late. "As a musical consultant," Scott goes on, "I am usually brought in ajter the idea for the commercial has been conceived. In fact, after it has taken shape. I think this is bad. I feel strongly that video, sound and words should be considered as though one was writing a movie. In the early stages, the video, audio and word people should all get together. In this way a unity of feeling and effectiveness can be achieved and nothing is tacked on at the end. As it is, sound is usually tacked on at the end. "When I am called in, the com- mercial is usually completed. Only at that point I am asked for back- ground or foreground music, or something for the opening. It's usually a case of 'Where can we put something?' or 'We ought to have some music here.' Instead, the sound person should be able to say, 'Hey, if we stopped over here and did a thing like this, it might be very effective and get the point across like crazy.' But it's seldom done that way. "To some degree, the writer of a tv script will indicate a sound here and there, but he is working merely from a general knowledge of sound. He thinks he'd like to have this here or that there. But if right from the beginning the writer worked with a sound person who is creative in that particular direction, the two might spark each other — something magnificent might happen. This is so much better than deciding at the last minute we'll have a string here, the effect of rushing water there, a bubble here. "I have seen some commercials that are well integrated. I remem- ber some Firestone and Volkswagen commercials with almost no talk- ing, but with good sound and 43 graphics. A strong decision about nil the elements was apparently made in the planning. You could tell because there was no indica- tion of words to begin with. It may have been that the words were thrown out, but 1 doubt it. Sound is usually in commercials because it should be there — not because someone had a helluvan idea for it. "Most of the time sound follows the artwork. Sometimes, as in ani- mated commercials, the general scheme of artwork is decided upon first, but its actual mechanics are planned according to a pre-recorded sound." According to Scott and his vice president, the cost of the music for commercials is based on the time involved, the amount of creativity and the cost of production. Vice president Barclay explains that the length and coverage of the adver- tising campaign, as well as the ap- propriation of the advertiser, also enter into the price. "If the commercial," Barclay explains, "is going to be aired na- tionally and the product message could reach 190 million people, obviously we're in a position to be paid better than if the same com- mercial were intended for a single city with a population of a million or less. "We do have — and this is com- mon in our business of music and sound — a rate structure which re- flects: first, the area of broadcast; second, whether tv and/or radio will be used; third, the creative effort. "There are factors that enable us to give price considerations, however," continues Barclay. "For example, if the commercial is going to be used in a test market, the price might be cheaper. If a jingle is going to be played in Pittsburgh or Atlanta only, the price would be less than if it were to be used regionally, such as along the whole East Coast. By the same token, we charge less for national use in Canada because the population is lower. "I think all composers would like to be paid an annual fee, but com- petition forced that out several years ago. And we don't get the usual residuals. Any residuals we get for music in commercials, dis- regarding electronic music for the moment, are the natural residuals Ray would get as the leader of the orchestra or a member of the band. These are performing fees, not composition fees." However, in electronic music, a relatively new area in commercial music, Scott and his partner do obtain some sort of residuals. Wanting but shying away from new ideas. "Electronics has been a hobby of mine for some 25 years," says Scott. "About four and one half years ago the cry went out for something really new in sound. Everybody wants a new sound. It was the same then as now. It suddenly occurred to me that I have electronic equipment, 1 am a composer and the adver- tisers want something different . . . "Client goes by 'I know what I like.' why not give it to them electronic- ally? We first did a Vicks Cough Drop commercial. The Vicks people said they were willing to try elec- tronic music. Now advertisers are less afraid of it, but they still hesi- tate^ — that is, the ones that don't have the courage to lead." Barclay recalls the director of advertising for a large auto firm. He liked the idea of using elec- tronic music, but said the dealers wouldn't understand and he didn't want to risk his job. "It all depends on the adver- tiser," says Scott. "Recently we used electronic music for the Gen- eral Motors Futurama exhibit and commercials. For that advertiser it was terrific. Then Listerine and Autolite accepted it, as have Nes- cafe and Sprite. "There is a great potential for electronic music in commercials. Our installation is so vast, it's as though we have a symphony orches- tra of 4000 people. I have $250,000 worth of equipment here. We could play electronic music in the studio for 40 hours straight and exhaust nothing. The resources are so in- finite you could live a trillion years and not use up what we have right now. Our competition, however, doesn't agree with us on this." By competition Scott refers to Eric Siday. "I don't know of any- one besides Eric who does good work in electronic sound," com- ments Scott. "There must be others who have done things, but I'm not aware of them. It's Eric and us, as far as I know." Raymond Scott has made great strides since he published his first compositions in 1934 as a staff pianist for CBS. For the next four years he played with orchestras conducted by Andre Kostelanetz, Mark Warnow and Freddie Rich. Later he built a small band called the Raymond Scott Quintet, and in the late '30s he appeared in Holly- wood musicals with Eddie Cantor, Shirley Temple and Fred Allen, in addition to making records like "The Toy Trumpet," "In an 18th Century Drawing Room" and "Twi- light in Turkey." It was in 1949 and 1950, as director of Your Hit Parade, that Scott started doing commercials. Since then he has devoted more and more time to compositions for commercials, until today they are his prime interest. He has estab- lished a jingle workshop and a new Sounds Electronique division to handle advertisers' needs. Scott works from his home in Manhasset, Long Island, where he resides with his wife, tv star Dorothy Collins, and their two daughters. In addition to award - winning commercials for Autolite, Esso and RCA Victor, Scott's firm has done work for Proctor & Gamble, Lever Bros., Hamm's Beer, Chrysler, Scott Paper, Shell, Gulf Oil, Nes- cafe, Mercury, U.S. Steel, Grey- hound Bus, Salada Tea and Alka Seltzer. His commercial for Lucky Strike, "Be Happy, Go Lucky" is probably one of the best remem- bered. ♦ 4i SPONSOR SYNDICATION & SERVICES MCA gives new property the ^road show treatment' Whirlwind tour of major cities has helped syndica- tor introduce new person- ality to agencymen, clients ■ Most agency timebuyers today are generally familiar with the top rerun programs available as syn- dication spot buys. Their network track records are a matter of rating history, and even if they weren't, syndicators and station reps lose little time these days in letting agency buyers know just what sta- tions are buying which film pack- ages, and how they're doing in local rating contests. But, what do you do if you're a syndicator handling a hot new show built around a tv star that nobody ever heard of? — a person- ality who's done well in one market but is an unknown quantity in Omaha and Philadelphia and New York and Bismarck? Furthermore, what do you do if your plan is to syndicate entirely with tapes — about as expensive a mode of syndication as you can think of — so that you must literally be an overnight sales success in nearly a dozen major markets just to break even with tape costs? You take the personality on the road to meet agency buyers and broadcast executives in key cities across the country, that's what you do. And, that's just what MCA did late this summer with the Lloyd Thaxton Show, a first-run syndi- cated show literally "discovered" by MCA vice president Hal Golden on Los Angeles' KCOP-TV and now MCA-distributed to over 50 tv outlets. October 5, 1964 During tour, Thaxton held 25 press conferences, which paid off with local-level tv press breaks such as this cover on "Indianapolis Times" tv section to plug the start of the show over WTTV. MCA decided that a whirlwind appearance schedule was the an- swer to the problem of raising Thaxton's level of visibility on the agency circuit — particularly since Thaxton's show, like those of Jack Paar, Dick Clark, Steve Allen, Dave Garroway, and other all-around "host" types, is mercurial and varied to the point where description is difficult. To quite a degree. Thaxton has to be seen to be appreciated. Basic- ally, his show, which runs an hour 45 a day and is taped live, is built around pop records and musical guest stars, with some three dozen teen-agers added daily as a combination audience and perform- ing staff, it is not unlike Dick Clark's Amerkan Bandstand series in this respect, but Thaxton himself denies that direct comparison is possible. "Dick Clark's show is essentially a radio disk jockey show which happens to be on tv," Thaxton told Sponsor. "Our show is planned and written to have pace, as well as a beginning, a middle and an end each day." Thaxton's forte is an endless series of visual gimmicks — imagi- nary musical instruments, dance routines, lip synchronizations, etc. — done with the records placed on the show. In other words, a musical variety show. "We gear much of the show to 18 to 39-year-old women. They're an important market for advertisers, and often buy most household prod- ucts for a whole family," says Thax- ton. This last point, according to Thaxton, was one he often found himself making during his major market tour, a jet-age junket which took him to Cleveland, Columbus, Chicago, Philadelphia, Dallas, St. Louis, Minneapolis and Atlanta on a morning-through-night schedule packed into only seven days. During the trip, Thaxton was spinning as fast as a record turning at 333 rpm. He taped over 200 promotion spots for 20 stations purchasing the show (either in the market he visited, or in nearby cities), cut 94 audio tape promo- tion blurbs, held 25 press confer- ences attended by over 130 people, and was guest of honor at six time- buyer luncheons or cocktail parties staged by major-market television agencies. "1 lost track of how many agency- men I met on the trip," recalls Thaxton. "The question they asked mostly was 'Why do so many adults watch the show when you're sup- posed to appeal mostly only to the teen crowd?' "My answer was simply that we ^IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIINIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIilllllllll^^ I THE PROBLEM: MCA had largely unknown quantify In Lloyd Thaxton, star of KCOP-TV | 1 daily recorded music show. Syndicator felt he should meet local-level timebuyers. 1 iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin tried to make young adults feel like 19-year-old teenagers when they watched the show, and as far as the teens were concerned they had a buying influence that no adver- tiser should put down these days." To some degree, the Thaxton show is pre-sold in major markets. Bottlers of three major soft-drink lines — Pepsi-Cola, Seven-Up and Coca-Cola — have bought participa- tions in several markets. Also on the multimarket sponsor list are Vick Chemical for Clearasil, Rev- Ion, Colgate-Palmolive for Halo, Noxzema, and Procter & Gamble. Most of these multi-market spon- sors have been riding in the orig- inal Thaxton show in Los Angeles, a show which boosted KCOP-TV's ARB rating position from last in a seven-station market in the week- day 5-5:45 p.m. period to first place with a 40,000-home edge over the nearest competitor. A roster of advertising blue chips, a few of them garnered through branch offices of agencies in the cities Thaxton visited, can be found in local spot buys in the show. In fact, there is more national business than local/regional in the show in virtually every case. Some of the other spot clients: American Chicle for Dentyne, Kim- berly-Clark for Kleenex, Rice-A- Roni, Brylcreem and Beecham, Pet Milk, Bauer & Black for Curad, Baggies, Lever Bros, for All, Spic & Span, Wrigley, M&M Candies, Kool Aid, Mattel Toys, Muntz TV, Wise Potato Chips, General Foods for Gaines Dog Meal, Lestoil and Toni. There are 12 minute spots in every show. Most are film or tape commercials used in other spot situations, but some will be "star commercials" taped to order by Thaxton in Los Angeles for spot clients who have signed for at least a 13-week run and are willing to pay the costs involved. Stations purchase tv rights to the series for 52 week deals. A few station deals are in 26-week cycles, where the show is aired fewer than five times weekly, with the show subject to recall by MCA (although the station has a full-schedule pur- chase option) if another outlet in the market is willing to go the full purchase. Stations are guaranteed that no taped episodes will be bi- cycled to them that are more than six weeks old. 46 SPONSOR The bicycle system (i.e., playing a tape on one station, then Air- Expressing it to another, then an- other, etc) is necessary to reduce the huge costs of syndicating a taped show. Costs could be reduced to about a fifth of the all-tape level simply by using film transfers from a master tape, but Thaxton himself — ^who owns 60 percent of the show — insisted on the "all-live" look of tape made directly from the studio line monitor. Some idea of the tape costs in- volved can be seen from the fact that each hour-long tape, just in terms of raw tape and dubbing costs, cost about $400 apiece, or about $2000 for a week's supply to be bicycled to five or six sta- tions. Thus, the investment for the first 13 weeks in tape alone on the Thaxton show quickly soared to over $75,000. Now off to a running head start in sales, the Lloyd Thaxton Show looks likely to become one of MCA's major syndication proper- ties. Thanks to some strong promo- tion efforts linked to those of pur- In Columbus, WBNS-TV party for buyers involved gimmick: agencyman and client could attend party only if accompanied by a teenager. Thaxton gave sales talk. chasing stations, the show is now much better known to agency buy- ers than it had been only a few months ago. How does Thaxton himself feel about the blitz trip through major tv markets? He told Sponsor: "It was one of the most enlightening, thrilling things ril never do again." ♦ ^IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIINIIIII!llllllllllllllllllllllinilllll1lll!lllllllIlllllllllillllllllllllllllllllllllllllllllllIIIIIII^ g THE ANSWER: Whirlwind road tour of eight tv cities involved six special timebuyer luncheons. WJW-TV Cleveland party drew 200. October 5, 1964 47 THE CI-IANGXJ^G SCENE Rollins Broadcasting Plans Delaware CATV System Stockholders of divcrsilicd Rol- lins Broadcasting, Inc., were told last week that the company is await- ing a green-light from the city of Wilmington which would pave the way for a community antenna sys- tem in northern Delaware. The shareholders were also told that fiscal 1964 showed "appreci- able growth and expansion" and that the company's newer acquisi- tions would contribute quite sub- stantially to revenue and profits in fiscal 1965. The CATV system, declared O. Wayne Rollins, president of the firm, is expected "to be one of the most ambitious of its kind in the country. We propose to include in our service the programs of tv sta- tions in New York, Baltimore. Phil- adelphia. Lancaster and other cities." Rollins also announced that the company had recently purchased an FM station in Norfolk. Va., sub- ject to FCC approval. Discussing the company's most substantial acquisition of recent years, the Orkin Exterminating Co., Rollins said: "With our years of ex- perience in advertising and pro- motion, we expect to accelerate the excellent growth record of Orkin. We plan to strengthen Orkin's ilillllinilliiililiiiiiiiiiiiliiiiiiiiiiiiiliiiiiiiiiiiiiimiiiiiiiiliiiiiiiiNiiniiiiiiii: P. G. W. OPEN HOUSE Peters, Griffin, Woodward, Inc. welcomes agency and client friends to the station rep firm's new Detroit offices in the Penobscot Building. Attending the open house were (l-r) Thomas Rice, Campbell-Ewald Co.; Lloyd Griffin, president of PGW Television, New York; Carl Georgi, media director of th^ Campbell-Ewald Co. PGW also recently moved its New York offices to 277 Park Ave IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIUIIIIIIIIIIIIIIIIIIIIIIIIIIIUIUIIIIIIIIIIIIUIIIIIIIUIIIIIIIIIIUIIJIIIIlll, management at the staff, district and branch levels and tighten cost con- trol methods." Rollins said that expansion oper- ations would start in Delaware, Pennsylvania and Maryland where Rollins owns radio or outdoor ad media. He added that Orkin, which does $40 million in volume per year, has "in the last decade out- performed its industry with an aver- age annual revenue growth of 13 percent and an earnings growth of 29 percent." Gibbs Appointed MGM Vice President Sales The appointment of William R. Gibbs as vice president in charge of sales at MGM Tele- studios, Inc. was 1 .^^.!^ announced by George K. Gould, president and general manager. This appoint- ment marks a return to Metro- Goldwyn - May- wiiiiam Gibbs cr for Gibbs, who served as general manager of its Commercial Film Div. from 1958-1960. Previously, Gibbs served for three and a half years as vice president of J. Waher Thompson in New York, managing its film and tape produc- tion groups, the traffic departmjnt, and a variety of creative functions. His other affiliations, all in im- portant production capacities, have been with Young & Rubicam in New York and on the West Coast and with Fuller, Smith & Ross in New York. Personnel Reassigned At CBS Tv Division The reassignment of key execu- tive personnel in the CBS Tele- vision Stations Div. was announced by Merle S. Jones, president of the division. Bruce Bryant Theodore O'Connel John Schneider John A . Schneider, vice president. CBS television sta- tions and gener- al manager of WCAU-TV Philadelphia has been named gen- eral manager of WCBS-TV New York, effective Oct. 5, 1964. Bruce R. Bryant, vice president, CBS television stations and general manager, national sales since June, 1959, has been named general manager, WCAU-TV Philadelphia, effective Oct. 5. Theodore W. O'Connell was named vice president, CBS television stations and general manager, na- tional sales, effective Oct. 5. He has served as eastern sales manager of national sales since August, 1960. Petry Sale Completed; Nierman Named President With purchase of the Edward Pet- ry Co. and the naming of Martin L. Nierman as its new president, the firm becomes the first major broad- cast representative to be wholly em- ployee owned. Negotiations for the purchase be- gan one year and one month ago by a group of 26 employees. Since that time, Nierman has operated Petry as executive vice president. With a meeting of the board of di- rectors recently, the transaction was completed and Edward E. Voynow stepped down as president and Ed- ward Petry as chairman of the board. Nierman said that the resigna- tions of the previous owners were accepted with regret, but with an un- derstanding of their wishes to pursue individual interests for which they had been hoping to find time. The company, which represents both radio and tv stations, has of- fices in 10 cities. 48 SPONSOR i sideot, :eneral June, :enera! Agency Appointments Kastor Hilton Chesley Clifford & Atherton, Inc. appointed advertis- ing agency tor Technical Tape Corp., New Rochelle, N.Y., manu- facturers of Tuck Tape. Products of the company have national dis- tribution and advertising will utilize television, newspaper and trade pub- lications. Walter G. O'Connor Co. Adver- tising Agency division, Harrisburg, Pa. appointed the advertising agen- cy of the Charms Co., Asbury Park, N.J., candy manufacturer. . . The Cadwell Davis Co. named to handle advertising for a number of new products for Shulton, Inc. . . Geyer Morey Ballard, Inc. appointed ad- vertising agency for the American Republic Insurance Co., Des Moines, Iowa. Fuller & Smith & Ross Inc., Los Angeles, apj>ointed agency for UTA French Airlines which opened its North American headquarters at 503 W. 6th St., Los Angeles. . . Chirug & Cairns, Inc., New York and Boston advertising agency sel- ected as advertising agency for the Electronics Corp. of America. . . Needham, Louis and Brorby, Inc. named advertising agency for John- son Auto Wash & Wax Systems, Inc. Winston Sales Co., Chicago named Bofinger-Kaplan Advertis- ing, Inc., Glenside, Pa., to handle its East Coast advertising and public relations. . . E. W. Baker, Inc., ap- pointed advertising, promotion and public relations counsel for stations CKLW-AM-FM-TV Detroit, Mich. . . Needham, Louis and Brorby, Inc. named advertising agency for John- son Auto Wash and Wax Systems, Inc. Syndication Sales Climb Trans-Lux Television Corp. an- nounced the sales for three syndi- cated programs and feature films. The Mighty Hercules was sold to KFDA-TV Amarillo, Texas; Mack & Myer for Hire to KGNC-TV Amarillo, Texas and Top Draw and Award Four feature films to KPLR- TV St. Louis, Mo. United Artists Television, Syndi- EDUCATIONAL TV AIRS GRADUATES COURSES •dPei- rtinL II. till \si be- .h as Sine; tratee dent Ipfdi- )n was ovniw iJEd- , iveri aniii- resenk 13S of- !ON!0! "Television in Today's World— Executive Planning Committee for the graduate in-service course for Chicago teachers to be offered this fall at Chicago Teachers College North through the col- laboration of the commercial and educational television stations of Chicago and the Chicago Board of Education. Front row, left to right: Robert Seipp, WTTW; David O. Taylor, WGN-TV, chairman; Josept F. Corey, WBKB, co-chairman. Rear row, left to right: Dave Hart, WMAQ-TV- George Nicholaw, WBBM-TV. October 5, 1964 cation Div. announces sales for four program series. The Aquanauls have added WSJV-TV Elkhart-So. Bend, Ind., KCHU-TV San Bernadino, Calif., WUHF-TV Milwaukee, Wis., WKEF-TV Dayton, Ohio and WWOR-TV Springfield, Mass. The Mystery Stories has been sold to KTAR-TV Phoenix, Ariz., Rough Riders will be programed by WAST- TV Albany, N. Y. and Tombstone Territory has added to its sales list KRBC-TV Abilene, Texas, KACB- TV San Angelo, Texas, KONA-TV Honolulu, Hawaii and WJHG-TV Panama City, Fla. Four Star Distribution Corp. re- ported record sales for August cov- ering all its syndicated properties. Len Firestone, vice president and general manager said it was the third largest selling month in the history of the company with 40 sales of off-network show, seven sales of the Spectacular Showcase feature film package and three sales of the firms' two documentary shows. Embassy Pictures will place in national release in mid-October Three Penny Opera based on the celebrated musical-drama by Bertolt Brecht and Kurt Weill. It stars Curt Jurgens, June Ritchie, Hildegarde Neff and Sammy Davis. Astro Boy has been signed for another year by NBC Enterprises. The half-hour cartoon series has had spectacular success since it was introduced in the United States by NBC in 1963. Sales of nine major tv series in countries on every continent were reported by Richard Dinsmore, vice president and general manager of Desilu Sales, Inc. The shows in- clude The Lucy Show, Greatest Show on Earth,. Desilu Playhouse, The Untouchables, Fracturer Flick- ers, Nat King Cole special. Wild is Love, Jazz Scene, U. S. A., Glynis and Guestward Ho. One of the most successful shows in syndication, Official Film's Peter Gunn is still reaching new peaks in programing interest for a syndicated show, and continues to add key sales to chalk up a distribution rec- ord that is already close to satura- tion with an impressive 140 market list. Most recent sales by Official to comprise the 140 market distribu- tion on Gunn include KTHV Little Rock, Ark.. WLKY Louisville, Ky., WCIX Miami, Fla. and KTLA Los Angeles, Calif, on a renewal basis. 49 THE CHANGING SCENE Harvard Football In Sixth Broadcast Year For the sixth consecutive year the entire schedule of Harvard Uni- versity football games will be car- ried exclusively on WNAC under the sponsorship of the First Nation- al Bank of Boston and the Old Colony Trust Co. The gridiron sea- son began Sept. 26 with the Uni- versity of Massachusetts clash. Chris Clark, well-known New England sportscaster, will return for the fifth year to do the play-by- play and Spike Brown, popular North Shore sports director, will give the color and commercials. Cay Cooley Joins Teleprompter Corp. Caywood Cooley, Jr., a pioneer in the development of community antenna television and microwave systems and equipment, is joining TelePrompTer Corp. is one of the manager of its CATV Div. TelePrompTer Corp. is one of the nation's major owner-operators of CATV systems, which supply high- quality television to subscribers by cable from a master antenna. The company currently owns 16 systems throughout the United States, serv- ing more than 50,000 subscribers. Cooley will assume his new duties Oct. 1. He has been instrumental in the development of much of the equipment and the engineering tech- niques now in use throughout the CATV industry and helped to de- sign and install the first profession- ally built system at Lansford, Pa., in 1951. Olympic Ceremonies Relay Live By Satellite To Mexico NBC International, in conjunc- tion with NBC News, will bring the opening ceremonies of the 1964 Tokyo Summer Olympic Games live to Mexico via the medium of the Syncon III satellite, it was an- nounced by Joseph M. Klein, presi- dent, NBC International. The broadcast will be received from the satellite by WOAI-TV, NBC's af- filiate station in San Antonio, Tex., and sent by microwave relay to all so RADIO-TV MEN AID ADWOMEN WITH SEASON On hand to discuss the role and responsibilities of Broadcasting at the Philadelphia Club of Adver- tising Women are (left to right): Mary Doyle, chairman of the evening's program; Howard Mc- Fadden, manager of sales at WRCV-AM; "Jack" P. Wiley, national tv sales manager at the NBC- owned WRCV-TV; Raymond Anrig, advertising and public relations manager of S. A. Schon- brunn Co., New York and Elizabeth Cogger, president of the Philadelphia Club. Mexico through Telesistema in Mexico City. NBC International is exclusive agent for distribution of Olympics tv coverage in Latin America, Af- rica and the Caribbean. Many coun- tries (in terms of local time) will be viewing the games within hours of their taking place because of the International Date Line and NBC International's fast tape servicing. Sports popular in each area will be dubbed into the appropriate lan- guage. Every area will receive a daily package of sports indigenous to its interests, according to Klein. This will be the first time the Olympic Games have been brought to Latin America, Africa and the Caribbean with such dispatch and in such quantity, Klein said, and it is the first time an effort has been made to tailor the coverage to each area's individual interests. Roman Meal Cereals Schedule Radio Drive Roman Meal Co. of Tacoma, Wash, is launching a big Fall-Win- ter campaign for its cereal division on 40 Western radio stations. This advertising (out of Honig-Cooper & Harrington, San Francisco) coin- cides with a sampling aimed at reaching more than a million fami- lies in California, Washington, Ore- gon, Arizona, Idaho, Montana, Colorado, Utah, Texas and New Mexico. The radio campaign, using a se- ries of five 60-sccond spots appear- ing up to 30 times per week, will feature "Roman Meal — the hot cer- eal with the natural goodness of whole grains." These commercials, timed to hit the peak season for hot cereals, will run from now into February. Radio Spots To Spur Wool Topcoat Sales The Wool Bureau has an- nounced that it has recorded two 60-second spots available to retailers as a tie-in for the promotion of all- wool topcoats. "Teaser" types, they use both the James Bond 007 thriller approach and the "femme fatale" angle in playing up the fashion appeal of SPONSOR DN I f AJver k NBC' ichot )!i for i m 01 ail- d of ONSOI ot topcoats for fall. Slightly tongue-in- cheek, they put across the thought that spies and lovers arc among the men who would benefit from a real wool topcoat in chilly weather. In the metropolitan New York area the spots will be heard over radio stations WCBS, WOR and WNEW on chilly mornings this fall. The tapes will be available nation- ally without cost to men's wear merchants wishing to use them over their local stations. La Choy Food Products Launches Fall Campaign La Choy Food Products launches its fall advertising-promotion pro- gram with Teflon fry pan premium offer in October. An eight-inch Vitality fry pan, finished with Du Pont Teflon will be offered for a label from any of La Choy's 27 canned American- Chinese foods and $2.00. The pan retails at $3.00. The La Choy premium offer is expected to gain added imputus from a saturation television schedule by Du Pont for Teflon which will run from August 3 through Dec. 2L peaking during October. Du Pont has programed commercials each week demonstrating cookware coated with Teflon on 13 shows. General Foods Markets Low Calorie Dressing The first low calorie salad dress- ing mix on the market — Good Sea- sons Low Calorie Italian — has been introduced in most areas of the United States by General Foods Corp. The new product will be adver- tised on The Danny Thomas and Tve Got a Secret tv show this month. GF's line of Good Seasons salad dressing mixes is marketed by the Kool-Aid division. Cuticura, Ocean Spray Renew 'Godfrey Time' Ocean Spray Cranberries, Inc., Hanson, Mass. and Campana Corp. of Batavia, 111., a division of Purex Corp.. Ltd., have begun their second year on the CBS Network of weekly participation in Arthur Godfrey Time. I October 5, 1964 Campana, which had previously used Godfrey's program in success- ful campaigns for Italian Balm and Ayds, began its Cuticura Soap and Ointment commercials on CBS Radio Sept. 16, 1963. Campana's advertising agency for Cuticura is Foote, Cone and Beld- ing. Inc., Los Angeles. Ocean Spray Cranberries, Inc., through McCann-Erickson, Inc., New York, has renewed its sched- ule of twice-weekly announcements for another 52 weeks, it announced. Godfrey, who played a key role in establising high national accept- tance of Ocean Spray's cranberry juice last year, will again support new Ocean Spray products. Chief among these will be cranberry- orange relish, which recently reached store shelves for the first time. The new Fall campaign will break with announcements abount Ocean Spray's fresh cranberries, tying in the fresh fruit with other cranberry products. WHAT'S IN THE MIDDLE MAKES THE BIG DIFFERENCE ..andJN PENNSYLVANIA, IT'S WJAC-TV WJAC-TV more than carries its load when it comes to dehvering a rich, rich market. Pennsylvania's famous million dollar market in the middle! From high atop the Alleghenies, WJAC-TV reaches a wealth of consunners in 35 counties. Transport your clients into America's 27th largest TV market --and give sales a lift ! 51 THE CHAlZSTGIISTG SCEKTE Bruce Lansbury Appointed CBS Programing Veep Bruce Lansbury has been appoint- ed vice president-programs. New York, CBS Television Network, ef- fective Sept. 23. Lansbury joined the CBS Tele- vision Network in 1959 as assistant director of Program Development. In February of 1961, he was ap- pointed director of daytime pro- grams and subsequently became general program executive in Hol- lywood. During the 1963-64 sea- son, Lansbury was one of the pro- ducers of The Great Adventure series. More recently, he has been concerned with the production of The Danny Kaye Show, The Red Skelton Hour and Celebrity Game. Prior to joining the CBS Tele- vision Network, Lansbury was as- sistant program director, producer and writer for KABC-TV in Los Angeles. Sponsorship Bought For NBC-TV Programs For the second consecutive year, the Pontiac Division of General Motors Corp. has purchased com- plete single-date sponsorship of NBC-TV's Today show and The Ton'.ght Show Starring Johnny Car- son to introduce its new line of autos. Last year, Pontiac became the first advertiser to recognize the sig- nificant promotional value of com- plete sponsorship of Today - To- night, which provides all of the ex- citement of a tv special," Mike Weinblatt, director, participating sales, NBC-TV, said. "We are de- lighted that Pontiac has chosen to repeat its sponsorship of both pro- grams again this year." The order was placed through MacManus, John & Adams. Sauter Laboratories, Inc., propri- etary of Hoffman-La Roche, has purchased sponsorship in seven prime-time NBC-TV programs and in four daytime programs for 1964- 65, it was announced by John M. Otter, vice president, national sales, NBC-TV. The nighttime programs are The Alfred Hitchcock Hour, That Was the Week That Was, The Virginian, Wednesday Night at the Movies, Daniel Boone, International Show- time and The Jack Paar Program. The daytime programs are Con- centration, Let's Make a Deal, The Loretta Young Theatre and The Doctors. The order was placed through McCann-Erickson. The Xerox Corp. has purchased full sponsorship of the NBC News color special The Louvre, which will be telecast Tuesday, Nov. 17 (10-11 p.m. EST) on NBC-TV. it was an- nounced by Sam K. Maxwell, di- rector of special program sales, NBC-TV. Charles Boyer will be narrator for the special, which marks the first time that American television cameras were allowed inside the Louvre, to focus on its art trea- sures. The Xerox order was placed through Papert, Koenig, Lois, Inc. United States Borax & Chemical Corp. has purchased sponsorship in five NBC-TV Monday-through-Fri- day daytime programs for 1964-65, it was announced by James Her- gen, director of daytime sales, NBC Television Network. The programs are Make Room for Daddy, Let's Make a Deal, You Don't Say, The Loretta Young Show and Word for Word. The agency is McCann-Erickson Inc. The Colgate-Palmolive Co. has purchased — four days before the premiere — sponsorship in NBC- TV's The Rogues, and joined the three other national advertisers as sponsors of the new comedy-adven- ture series, it was announced by John M. Otter, vice president, na- tional sales, NBC-TV. Colgate -Palmolive's sponsorship in The Rogues began in the premiere episode Sunday, Sept. 13 (10-11 p.m. NYT). The other advertisers are American Tobacco Co., Nation- al Biscuit Co. and Miles Labs. The Colgate order was placed through Ted Bates and Co. The Pillsbury Co. has purchased sponsorship in four NBC-TV prime- time programs for 1964-65, Don Durgin, vice president, television net work sales NBC, announced. The programs are 90 Bristol Court, The Virginian, International Showtime and Wednesday Night at the Movies. The Pillsbury order was placed through Campbell-Mithun Inc. YATES-MURRAY IN TV FILM DEAL I Richard G. Yafes, president of Richard G. Yates Film Sales Inc. has announced that | i he has acquired a group of 20 thrillers from K. Gordon Murray, president of K. | 1 Gordon Murray Productions Inc. Yates, who says the deal involves in excess of a | i million dollars, has exclusive television rights for U.S. and Canada. Murray, whose | 1 operation is based in Miami, Fla., is well known for his highly exploited saturation | i bookings of theatrical product. He will release the thrillers theatrically as combination | I features with top budget exploitation and advertising prior to their release on tele- g vision. iiiiiiiiiiiiiiiiiiimiiuiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ P- 52 SPONSOR mine- }onet j/i/fll PGW In Major Shift To Larger Quarters Peters, Griffin, Woodward, Inc., pioneer broadcasting station repre- sentatives, has moved and now oc- cupies a full tower floor in the Chemical Bank New York Trust Co. Building at 277 Park Ave., for its headquarters offices. In making the announcement, H. Preston Peters, PGW president, said the "new and vastly expanded offi- \ ces — the most modern and func- j tional in the station representative field — will mean that PGW will be able to continue to lead the indus- try in offering unmatched service to radio and television station cli- ents as well as the nation's adver- tisers and their agencies whom we serve." Agency Move Triples Space Sept. 21, Carl Ally, Inc. moved to 711 Third Ave., New York from the Seagram Building. The move triples the space oc- cupied by the agency and provides i adequate room and facilities to han- P ' t die growing activities of the clients. Brown & Williamson Announces Tv Lineup Brown & Williamson Tobacco Corp. will sponsor 12 nighttime net- work television shows this year, plus national results of the Presidential election the night of Nov. 3. Vice- roy, Kool, Raleigh and Belair cigar- ettes, along with Sir Walter Raleigh smoking tobacco will be advertised on the programs. Programs in the schedule include Wagon Train, Joey Bishop, Ron Cochran News, I f Ben Casey, World War I, Peyton Place, The Fugitive, The Nurses, The Defenders, Rawhide,. 12 O'clock High and Mr. Broadway. Boston Tv Station Begins Test Pattern WIHS-TV Boston began test pat- tern operation Sept. 29, according to the general manager, Austin A. Harrison. The station will be conducting equipment tests with test pattern and tone each day, Monday through Saturday, from 9 a.m. until 8 p.m. The first week of WIHS-TV pro- i t graming will include full public commercial entertainment programs directed to all home viewers. Pro- graming will commence at 3 p.m. each day, seven days a week and continue until midnight. Beginning the second week of operation, WIHS-TV will add its full educa- tional programing schedule to each day's operation. The station will then operate from 9 a.m. until mid- night each day. WIHS is owned by the Boston Catholic Television Center, which is under the direction of the Rev. Walter T. Flaherty. Rt. Milwaukee Station Shows Canadian Football Games Saturday, Sept. 12, WISN-TV Milwaukee televised the first of eleven CFL games, the Winnipeg Blue Bombers vs. the Vancouver B. C. Lions. This was the first time Canadian football regular league play was seen in Milwaukee. GET YOUR PITTSBURGHERS HERE! Mattel Toys does. They buy WIIC exclusively m the big Pittsburgh market. There's no better spot TV buy around. Check the figures (espe- cially cost-per-thousand) on some great availabilities with General Sales Manager Roger Rice or your Blair-TV man. CHANNEL 11 WIIC NBC IN PITTSBURGH iPONiOl October 5, 1964 53 THE CHANGING SCENE East Ohio Gas Co. Opens Fall Camoaign The East Ohio Gas Co. opened a $350,()()() fall campaign aimed at a 10 percent increase in sales of ranges, dryers and incinerators, the firm reports. Broadcast support will feature live and recorded spots on radio stations in Cleveland, Akron, Youngstown. Warren, Canton, Woo- ster, Painesville, Dover and Ashta- bula. Over 1,000 spots arc sched- uled for saturation in Cleveland, Akron and Youngstown. Major ex- posure will be on the 1 1 p.m. Tom Field and the News show, spon- sored by East Ohio on WEWS-TV Cleveland. Chemstrand Co. Sets 'Block Busters' Series Television is a good way to sell the virtues of specific types of car- peting to the American consumer — and the best way to use television ad- vantageously is employ a '"block- buster" technique. That's the formula of Chemstrand Co., division of Monsanto Co. and on November 12 Chemstrand is set for another in its series of "block- busters." This time it will be the curvaceous Italian movie star, Sophia Loren, who will act as the fiber producer's personal guide for an expected 50 million Americans. Her subject for the one-hour col- or show, which is set for the 10 p.m. time slot on ABC-TV, appears to be another natural — a tour of Rome. Advertising Acquisitions Increase Communications Park Outdoor Advertising, with offices at 408 East State St., Itha- ca, N. Y.. has more than doubled its size to 2,500 paint and poster boards with the acquisition through an affiliate of the five Andrews Ad- vertising Companies at Rome, El- mira and Auburn in New York and Oil City and Bradford in Pennsyl- vania. This second outdoor advertising acquisition in less than two months 54 iiiiiiiiiiiiiiiiiiiiiiiiiiiiNiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ mill iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiii iiiiiiiiiiii WATER-BORNE CAR HAS PARKING PROBLEM Appearing to head into a too-small dockside berth is the amphicar of WCSC-AM-FM-TV Charles- ton, S. C. Actually, the unit was sent out to report sail boat races for a sports show, but was called upon to perform an emergency rescue of a boat becalmed in Charleston harbor. Its mission turned out, instead, to be public service. further adds to Park communication interests. Park Broadcasting, Inc., operates CBS television stations WNCT Greenville, N. C. and WDEF Chattanooga and WJHL Johnson City both in Tennessee and has a 30 percent interest in tele- vision station WECT Wilmington, N. C. Radio properties also in the Park group are WGTC-AM, WNCT-FM, Greenville, N. C. and WDEF-AM Chattanooga. WDEF-FM is under construction at Chattanooga. I AGENCY MOVES TO NEW QUARTERS }iiii-j^iiiN"iii'"'""~~- ^- ■^ Y lllillllllllllllllliiilllllillllllllllllllllllllllllllllllllllllllllllllllllll^^^^^^^^ SPONSOR Broadcast Council Awards Certificates The Broadcast Rating Council has awarded Certificates of Application for Accreditation to Survey and Marketing Services, Inc., of Hono- lulu and to Coincidental Audience Audit of Seattle. These are the first two of the "non-regular" services to have completed the reply to the Council's questionnaire regarding the details of their operation. The next step is to arrange for the audit of each measurement. Survey and Marketing Services, Inc., conducts a combined coinci- dental telephone (for home listen- ing) and traffic intersection inter- viewing (for automobile listening) to determine radio station shares of audience. They have been in opera- tion since 1962. Coincidental Audience Audit pro- duces a report based on coincidental telephone interviewing. Their inter- viewers are employees of telephone- answering services who do their in- terviewing along with their other duties at the answering service. WROZ Broadcasts 24 Hours A Day WROZ Evansville, Ind. has started broadcasting 24 hours a day, seven days a week. The announce- ment came after a one week build- up featuring Charlie Scheu, WROZ program director, roving through- out downtown Evansville and the shopping centers in an astronaut uniform, complete with helmet. The theme of the promotion was based upon WROZ exploring a new field of radio programing. There is no other station in Evansville on the air 24 hours a day. Championship Bowling Top Syndicated Show "Now a sports standard. Cham- pionship Bowling has become the number one syndicated show on television and will have its biggest year in sales in 1964," reported Bernard Crost, director of sales for the Walter Schwimmer organiza- tion which has been active in tv sports since television's pioneering days. "As in the past five years, we're getting 90 percent renewals plus a great deal of new interest and sales for Championship Bowling. We have time cleared in every one i)f the top 100 markets in the coun- try and the way sales are going in other markets, we will go over the 200 mark in stations airing the show the first time since it began in 1953." The new scries sponsored by Firestone Tires and Rubber Co. was shot this year in Akron at the Bowlarama and features "the best bowlers we've had in the past five years," said Crost. Among top markets which have renewed Championship Bowling are WOR-TV New York, WGN- TV Chicago, WNAC-TV Boston, WTAE-TV Pittsburgh, KHJ-TV Los Angeles, WNEWS-TV Cleve- land, WKRC-TV Cincinnati, KTVI St. Louis, KTVU San Francis- co, KOMO-TV Seattle, WXYZ-TV Detroit, WTCN-TV Minneapolis, WMAL-TV Washington, D.C., WFBM-TV Indianapolis and WDAF-TV Kansas City. It has been set for Honolulu, Hawaii on KHVH-TV. NOW IH ITS \5^ mm SEASOKi! In the Quad-Cities (Rock Island, Moline, East Moline, Illinois and Davenport, Iowa) WHBF continues to gather the crowds with CBS success and plenty of local savvy. Want to be a smash success in the Quad-Cities? Call Avery-Knodel; or Maurice Corken, WHBF, Telco Building, Rock Island. You're bound to get great reviews. October 5, 1964 L 55 THE CHAl^GnSlG SCENES iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ International Pronnotes Instant Blending Flour International Milling Co., Inc., Minneapolis, Minn, has developed a new free-flowing instant blending flour which is scheduled to be in re- tail distribution by the end of Sep- tember. International will promote the new product with full-page, four- color national magazine advertise- ments in McCalls, Ladies Home Journal, Better Homes and Gardens, Progressive Farmer and Farm Jour- nal. Large space, two-color and black and white advertisements will appear in 147 markets and spot television and radio commercials will run in 83 markets. French Programing For CBC Station The Canadian Broadcasting Corp. has announced that CJBC Toronto, Ont. will switch to full-time French programing Oct. 1. Programs will be supplied by the regular French network of CBS in Montreal and supplemented by lo- cally produced shows under the su- pervision of Jean Charbonneau, who since 1962 has been program representative of the CBC French network in Toronto. Many of the programs and per- 'LES INSOLENCES D'UNE CAMERA' .Vi.'\,CVV\'VV"i.'VV' Representatives of Cooperative agricole de Granby (Manufacturers of Crino) and the CBC French Tv Network, Montreal, witness the signing of Crino's sponsorship of the French version of "Candid Camera." Signing the 26 week contract (Sundays 8:30-9 p.m. starting Sept. 13) are (from left): Andre J. Lapointe, supervisor of CBC-TV sales; Rene Bouthillier, ad manager. Cooperative agricole de Granby; Maurice Watier, account executive for Crino; Philippe Pariseault (seated), general manager of Granby sonalities currently heard on CJBC will, as a result, be moved to CBL and CBC-FM Toronto. French language programing be- gan on CJBC on a limited basis in April, 1962 with a half hour of news and commentary daily, and by Jan. 1, 1964, this was increased to three and a half hours nightly. STORY ELICITS MIXED REACTIONS FROM GROUP Mixed reaction is being shown to a story told by Les Sterne, right, oF Fuller, Smith & Ross Adver- tising Agency at a recent "Alcoa Theatre 14" reception. Others in photo, from left, include: John D. Gibbs, vice president and general manager of KQV Radio; D. O. Albrecht, manager of Industrial Advertising for ALCOA; Edward Imbrie of Ketchum, MacLeod & Grove, and KQV's Dave Scott, "Alcoa Theatre 14" host. The radio dramas are returning to KQV Radio in Pittsburgh. IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIII IIIIIUIIIIIIIIIIIIIIIIIIIIIIIIIIIIII 'Living Doir Introduced To Television Commercials A new dimension in commercials — the living doll — has been intro- duced to television in the person of Misty, a teen-age super saleslady who says she's the "best friend" of Tammy, the 12 inch fashion doll by Ideal. Setting a precedent as the first live teen-age personality to promote a teen-age doll on television, 17- year-old Misty will act as a spokes- woman for the doll in both tv com- mercials and department store ap- pearances. Schnitzer Loses No Time During Reorganization The new studio of Gerald Schnit- zer Productions located in the heart of Hollywood — 6063 Sunset Boule- vard— is completed. The organiza- tion has not lost a moment in their production schedule as the large sound stage was in use during the time of moving from the KTTV lot. Schnitzer has designed the com- pletely equipped studio especially for the production of tv commer- cials. 56 SPONSOR .Agency Moves To (Larger Quarters I Storm Advertising Inc. has moved i :o larger offices in the lobby floor i jf the Senate, 265 Union Boulevard, I -eports Gerald P. Deppe, executive I /ice president of the agency. I The entire first floor of the Senate ! juilding, totalling more than 3,300 I ;q. feet, has been extensively re- 1 nodelled to accommodate the agen- j py's growing staff. I The agency was formerly at 71 aryland Plaza. BRITISH WOOL COVERS CTV SPORTS r Commercials Feature radio Celebrities Lehn & Fink Products Corp. an- lounced that it is adding Arthur jodfrey, radio's leading salesman, 0 its already heavy television sched- jle for Lysol Disinfectant Spray. Geyer Morey Ballard, Inc., N.Y., s the agency for Lehn & Fink. Art Linkletter and his son Jack, vho were featured in network radio commercials for Wynn's car care products in the spring, return to >romote Wynn's Radiator Stop- ^eak in the fall. The father-son earn will be heard on news and jports programs on the NBC and BC networks, including Lindsey elson Sports. Morgan Beatty ews and Monitor (on NBC) and fioward Cosell's Speaking of Sports (on ABC). ll o: 1; il! 1)1 [ Rector Forms Production Co. Richard R. Rector, veteran tele- v-ision executive, has announced the ormation of his own production ;ompany at 136 E. 55th St., New York. Named Richard R. Rector Pro- ductions, Inc., the firm will produce and originate pay-tv programs, docu- ■^^ mentaries, sales and industrial pres- entations and commercials on both --. tape and film, as well as radio shows and records. Joining Rector in the new venture will be Miss Maury Clark, former program and production director of QXR Network on which she pro- duced and directed the 26-week Vic- tor Borge Series along with others. Rector said the company is al- ready at work on several major proj- ects, including ten half-hour tv-film documentaries for the United In its first television usage, the British Wool Textile Corp. will participate on CTV's "Wide World of Sports," Saturdays. From left are J. B. (Dick) Whittington, British trade commissioner; Spence Caldwell, CTV Network president; Joseph Balcon, account executive, Pemberton, Freeman, Mathes and Milne Ltd.; R. A. Aiken, CTV sales representative. Church of Christ and the National Council of Churches. Rector has been in the entertain- ment business as an actor, director and producer since 1945. Over the years he has produced dozens of musicals, dramas, docu- mentaries, comedies, syndicate shows, network productions, etc. Among his credits are Evenings with Joan Baez, the Kingston Trio, Carlos Montoya, and the Limelight- ers, Androcles & the Lion, a series for Time-Life Broadcasting with Henry Cabot Lodge and a Pepsi Cola sales presentation. Format To Change For Tv Late Show Last month station KBAK-TV Bakersfield, Calif, premiered 50/50 Theatre, a late show "designed for people who like to fall asleep in the middle of the late movie." To con- form with this new programming concept one half of a movie is shown on Monday night. On Tuesday night the first half is briefly summarized and the second half played until con- clusion. On Wednesday and Thurs- day, another film is played in its entirety. Burt I. Harris, president of Har- riScope, Inc., which owns KBAK- TV, said that if the success of 50/50 Theatre continues, he is con- sidering adding the program to the schedules of the other HarriScope, Inc. stations, KTWO-TV Casper, Wyo. and KFBB-TV Great Falls, Mont. NTA Puts 'Third Man' Into Tv Distribution National Telefilm Associates, Inc. has put into distribution. The Third Man, starring Michael Rennie. Pete Rodgers, senior vice presi- dent in charge of sales for NTA, dis- closed that the first sale in The Third Man campaign has been final- ized with WNEW New York City for prime time showing. m\ )ctober 5, 1964 57 SPONSOR SPOTLICSmT ADVERTISERS \V. David Parrish named to head B. F. Goodrich Chemical Co/s sales departments as general sales man- ager. He was formerly sales manager of Hytar special-purpose rubber and latex. William lehrburger named direc- tor of dealer marketing for United States Plywood Corp. Richard E. Day appointed to the position of director of advertising of Morton Salt Co., Chicago. Joseph E. Whitwell, Frank War- ren and Carl E. Little named as- sistant national sales manager to Morton G. Meyer, vice president, and national sales manager for the cigar company; regional vice presi- dent, sales, mid-west and regional vice president sales, west coast re- spectively. James E. Burke appointed to the newly-created position of product public relations director of Clairol. He was previously with Farley Man- ning Associates, public relations agency and Procter & Gamble. Fred D. Lantz and Theodore R. Wuerfel appointed lighter division sales representatives in Indianapolis and Cincinnati. Robert C. Young named a senior commodity advertising managei- for United States Gypsum Co. W. Worth Ware appointed direc- tor of advertising and public rela- tions for the Cleaver-Brooks Co., Milwaukee, Wis. Craig Benson appointed director of corporate advertising services for Purcx Corp., Ltd. He will move to Purex's corporate headquarters in Lakewood, Calif, in November. Richard L. Mayes joined Bunte Candies, Inc., Oklahoma City, as di- rector of marketing. He will be re- sponsible for administration of Bun- te's expanding marketing and sales programs and for its advertising and merchandising activities. William E. Berglind joined the advertising department of the Na- tional Cylinder Gas division of the Chemetron Corp., Chicago, 111. AGENCIES Owen J. Burns and Peter M. Finn joined the New York office of Foote, Cone & Belding as ac- count executives on the Best Foods Div. of Corn Products Co. account. Joseph Cattaglia Jr. appointed vice president in charge of media and broadcast services at Ben Sackheim, Inc., New York. He joined this advertising agency in 1960 as tv director. Irvin S. Davis joined Richard K. Manoff, Inc., as assistant media di- rector. He had been at Kenyon & Eckhardt for five years as media supervisor. Ernest A. (Bill) Gray, vice presi- dent of Kudner Agency, Inc., ap- pointed director of planning ser- vices. He will also serve as co-chair- man of the Plans & Review Board. Robert L Silberberg named as- sistant media director at Doherty Clifford, Steers & Shenfield, Inc. Thomas B. Kilbride annointed executive vice president of Knox Reeves Advertising, Inc., Minne apolis. Prescott (Pete) Lustig appointed vice president, McCann-Erickson, Portland, Ore. He will serve as account supervisor and a member of the Portland Office Board of Management. Val Brown and Albert Bonny joined the creative staff of Sander Rodkin Advertising, Chicago. Marshall H. Pengra has been added to the staff of Aylin Adver- tising Agency, Inc. of Beaumont, Texas. He was formerly sales rep- resentative and sports director of KLTV Tyler, Texas. Remus A. Harris appointed vice president of MacManus, John & Adams, Inc. He is New York direc- tor of Marketing, Media and Mar- ket Research. Kenneth D. Campbell appointed executive vice president of Robert Otto-Intam, Inc. New York. Seaborn C. Langley, Jr. joined Street & Finney, Inc. as account executive. He was formerly with the Atlanta division of Street & Fin- ney, Inc. Joseph R. Dickey Jr. appointed a member of the board and vice president of Joe Floyd & Associates, Inc., Little Rock advertising agency. Clarance Hatch, Jr., executive vice president of Campbell-Ewald Co., will leave the agency Oct. 1 in line with the agency's retirement policy. 'J| Robert Young iY*- W. Worth Ware William Berglind Ernest Gray Joseph Dickey, Jr. Clarance Hatch, Jr. ' 58 SPONSOR Kim ^e a Frank Baker Robert Woods VlCj liotei vie iate* m :otivi ;walc Frank Baker joined Dohcrty, Clifford, Steers & Sfienfield, Inc. as account executive. He was pre- viously with Sullivan, Stauffer, Col- well & Bayles, Inc. Robert J. Woods joined Kudner Agency, Inc. as vice president. He will serve as account supervisor on the Gilbey's Gin and Gilbey's Vod- ka accounts. Mrs. Jo Wilson named media di- rector for Humphrey, Williamson & Gibson, Inc., Oklahoma City. She has served in other capacities with the agency and has been affiliated with the advertising and communi- cations field for several years. William Kelly and Leo Keegan elected vice presidents of Sullivan, Stauffer, Colwell & Bayles, Inc., New York. Mrs. Pat Leclercq appointed to the creative-contact staff of Stanley G. House & Associates, Inc., Wash- ington, D. C. Mrs. Judy Larrison appointed creative supervisor in the research department of Earle Ludgin & Co., Chicago. Raymond J. Considine and Jos- eph E. Gallagher appointed vice presidents of Business Development Associates, a division of Dickie- Raymond Inc., Boston and New York. IcU' Raymond Considine October 5, 1964 I Gerry Mulderrig Rift Fournier joined Feldman & Kahn, Pittsburgh advertising and public relations firm, in the cre- ative and copy department. TIME/Buying and Selling Joseph P. Cuff elected executive vice-president of sales for Robert E. Eastman & Co., Inc. Gerry Mulderrig named manager of Chicago office of Metro Tv Sales, New York. Fred Hegelund joined KTVI St. Louis, Mo. as producer-director- writer. He has spent 1 1 years with NBC Hollywood, where he was as- sociated with many top-notch radio and television shows. Jim Thomas promoted to the position of program director of KOGO-TV Oklahoma City. Keith Silver joined the WWLP- TV staff in Springfield, Mass. He will be seen nightly at 7 p.m. with the Local News and at 1 1 p.m. in the World News segment. Thomas J. O'Dea named nation- al sales manager for Roger O'Con- nor, Inc. Harry C. Folts and Nicholas Gordon named executives at the eastern division of NBC Television Network Sales. Joseph Cuff Fred Hegelund George Andrick TV MEDIA George Andrick, local sales man- ager of WSAZ-TV, Huntington, W. Va. elected governor of the fifth district Advertising Federation of America. S. L. (Bud) Brooks, accepted post of local and regional sales manager for WGHP-TV High Point, N.C. Robert E. Shay appointed to po- sition of production manager of WLW-TV Cincinnati, Ohio.^ Robert H. Battersby appointed controller of the new WJRT, Inc. Flint, Mich. Norman E. Walt, Jr., appointed vice president of Columbia Broad- casting System, Inc. Dean Behrend and Paul Klemp- ner promoted to head the sales proposals, client presentations and sales promotion activities of Sales Planning, NBC-TV Network. Frank P. Fogarty elected presi- dent of the Nebraska Broadcasters' Association. He is also president of Meredith-Avco, Inc., a community Joseph Gallagher Harry Folts 59 SPONSOR SPOTLIGHT antenna television (CATV) I'iim jointly owned by Meredith Publish- ing Co. and the AVCO Corp. Ginger Dutcher appointed pro- motion director of KENS-TV, San Antonio. Tex. She was formerly with Aylin Advertising Agency as radio-tv director. Edward A. Warren appointed ex- ecutive producer for the ABC Tele- vision Network Programing Depart- ment. Richard W, Owen appointed di- rector of research & sales promo- tion for WCBS-TV. Michael A. Renault promoted to sales manager at WOR-TV, New York. He will report to Jacques Biraben, vice president and director of sales. Robert E. Bailey appoined gen- eral sales manager of WSPD-TV. Bailey has served as national sales manager for WSPD-TV since Sept. 1961. Prior to that he served with Peters, Griffin, Woodward. RADIO MEDIA Larry Nightingale appointed ac- count executive at WPBS, Philadel- phia, Pa. He was former copy di- rector at Cox and Tanz Advertis- ing, Philadelphia. Don Weberg appointed farm ad- visor in the WNAX Farm Service Dept. for WNAX Radio, Yankton, S. D. Paul E. Gilmor, Lee Atwell and Charles Kennedy elected president and vice presidents of the Ohio Broadcasting Co., effective Oct. 1, 1964. Ken Coldblatt appointed station manager of WAOK Atlanta, Ga. Jules Dundes, vice president of CBS Radio and general manager of KCBS San Francisco named chair- man of the San Francisco Press Club's Radio and Television Awards Committee for 1964. Merilyn Shaw, director of con- tinuity for WKY Radio, Oklahoma City, Okla., named president of the Oklahoma City chapter of Ameri- can Women in Radio and Tele- vision. Robert H. Harter appointed gen- eral manager of WHO Broadcasting Co., operator of WHO-AM-FIvT- TV. Des Moines, Iowa. Robert W. Dickey appointed sales manager of KDKA Radio. Most re- cently he was assistant sales man- ager of KYW, the Group W outlet in Cleveland. Cliff Hansen general manager of KWYZ Everett, Wash., moves to Pctaluma, Calif, to direct manage- ment of KTOB Radio. Frank D. Ward named executive vice president of WWRL Radio, New York, a Sonderling station — the only 24-hour Negro-oriented station in the metropolitan area. S. Bryan Hickox, III, appointed general sales manager of KRML Radio Carmel-By-The-Sea, Calif. Martin Greenberg appointed di- rector of sales promotion and ad- vertising for WXYZ, Detroit. He replaces David R. Klemm, who is now assuming the responsibilities of director of operation at WXYZ. Sherman A. Strickhouser ap- pointed program director of WJAR and Philip B. Taylor appointed as- sistant to the chief engineer of WJAR-TV-AM. Ira Kamen now directing Kameni Associates, a New York City con- i suiting firm. He was formerly ex- ecutive vice president of Teleglove Pay TV Systems. Inc. and is now serving many important clients in the broadcast and communications fields. Wesley .1. Cox appointed program development consultant for Hatos- Hall Productions. Joel M. Weisman appointed pro- ducer-director of WCD, Inc., with studios in New York City and Hol- lywood, Calif. SYNDICATION & SERVICES Robert A. Eraser appointed man-j aging director of Stewart & Morri- son, Inc., Industrial Designers, Nev York. Buck Harris appointed editor ofi the Screen Actor magazine, the of-| ficial publication of the Screen Act- ors Guild. Erank I. Lester appointed sale^ representative for the Hammarlunc Manufacturing Co. in New York.! He will be responsible for sales ob both commercial and amateur radio! equipment in addition to variable air capacitors. Allyn Jay Marsh joined the staff' of Radio Tv Reports as an account and agency representative. Louis S. Israel appointed to the] newly-created position of sales ser-j vice manager. it Michael Renault ■P9 Am Robert Bailey Robert Dickey Martin Greenberg David Klemm 60 COMMERCIAI- CBITIQTJK The crestive role— to copy write or copy est? By Sidney N. Berry President Carson New York Corp. When it comes to filmed commercials, Sidney N. Berry ought to know, for he's president of Carson New York Corp., film producers and audio-visual specialists. Moreover, his background provides extra qualifications: he's been both chief of the tv branch and chief of special events for USIA and has also served as chief of radio programming, UNO. In somewhat more commercial terms, he's been newscaster-commentator for CBS, WNEW New York, WMCA New York, UN Radio and the Voice of America. As if that weren't enough, he's also taken time along the line to be chairman of the Production Workshop, IRTS. ■ A generally effective device for deflating a pompous individual is to expose him to caricature. If he is a erson of basic integrity or intelli- ;ence, such therapy can be almost miraculous. Not without cause has Hollywood created the "Madison Avenue type" that overbearing adman wearing a gray flannel suit, carrying an at- tache case and eating ulcer pills. It reflects the actuality of the un- qualified aspirant who, seeking en- try into this glamorous world, chafes lat the bit until he can at least (and sometimes "at most") don the outer trappings of the professional. The incongruity of the caricature is that advertising did start out as a creative field. Its whole concept was to provide different, ingenious meth- ods for selling the better mouse traps that had been created by people who knew how to invent but not neces- sarily how to sell. For a time, the individuality of selling approaches was refreshing. In print media, the diversity of ad ipresentations almost overshadowed the content of the publications. Cer- tainly, proofreading was invariably superior in advertisements than in editorial sections. And even an ad- vertising-only vehicle like the Sears Roebuck catalog was able to achieve a much greater readership than most magazines. With the advent of radio and, October 5, 1964 ultimately, of tv, effects toward ad- vertising individuality continued to draw praise — from most sources. There were the trend-setters. But then came the trend-followers: • One of these trends is the repetitive shout that "this product really works." It may very well work. But with a number of com- petitive products all using the same words, how will the public know which ones really work best? • Another is the overlapping (and constant) use of the same an- nouncer or announcing style. Take the supposedly soft sell approach used by what I call the whisperers. The same style is used by so many advertisers so often that the public is completely confused about what's being sold — particularly since the voice sometimes can hardly be heard at all. "Soft sell' doesn't per- tain to your tone of voice so much as to what you say. « And cutting across the adver- tising lines of all industries and all products is the commercial that notes: "This product costs a little more." The standard answer, usual- ly mouthed by the actor who repre- sents a prospective customer, is: "Who cares?" Well, even if the ad- vertiser doesn't, John Q. Public does — and undoubtedly resents the deliberate brainwashing that's sup- posed to disguise a general price rise. These are just a few examples. It's quite understandable that sel- ling methods for any one product are limited. But the truth is that a product performs a specific job. And to succeed, its manufacturer, the sales manager or advertising agency must demonstrate how the product does its job better than competing products. Basically, most advertising is as simple as that. It's also understandable that with a continued increase in the number of competitive products and with each requiring a greater number of sales presentations, any one adver- tiser necessarily has less chance for achieving outstanding individuality. What is not understandable, how- ever, is the psychology that leads to patterns or trends — the practice of what is, in the end, mere "me- tooism." If we accept the premise that good advertising is "finding that little difference," then what possible benefit comes from adver- tising that elimates differences? In other words, what advantage is gained from copying instead of copywriting? Is this follow-the-leader trend based on the idea that advertising success is achieved only by confus- ing the masses? If so, advertising has outlived its usefulness. The respect and admiration that the public once accorded the gen- uine creativity of the advertising profession has dwindled. Now the public, like Hollywood, is tempted to regard people in advertising as a flock of sheep, waiting for a bright sheep dog to steer them in another direction. Even the gray flannel caricature has not been therapeutic. Too often, it is met with callous indifference. A prevailing response to it: "There may be some characters like that, but not me." Madison Avenue has developed an almost monopolistic disregard for true public reaction. The result is a selling hodge- podge. In desperation, customers shout: "A plague on all your houses" and then buy whatever's within reach — or something they re- member agreeably from childhood. They can't any longer tell the dif- ference among products. Apparently, the castigating dou- ble portrait of the industry as a flock of sheep in gray flannel suits isn't enough to compel objective self- appraisal in the mirror of public re- action. Certainly, the jokes and stories continue, as told by agency people themselves, about strange in- ventions for switching off the tv commercial — or taking a stretch during "this brief message from the sponsor." And that's the irony. For one of these days — when an account has been lost because an advertising campaign has flopped — some one will begin to realize that all those stories aren't funny. And, more than that, they're not just stories at all. ♦ 61 Ci^LSNDikR OCTOBER Texas Assn. of Broadcasters fall meeting, Hotel Texas, Fort Worth, Tex. (4-5). North Carolina Assn. of Broad- casters meeting, Grove Park Inn, Asheville, N. C. (4-6). Federal Communications Bar As.sn. annual fall outing. Washington Coun- try Club, Gaithersburg, Md. (5). New Jersey Broadcasters Assn. fall convention, Nassau Inn, Princeton, N. J. (5-6). Advertising Research Foundation, annual conference, Commodore Ho- tel, New York (6). Wisconsin FM Station Clinic, Cen- ter Building, University of Wisconsin, Madison (6). International Radio & Television Society luncheon, Waldorf Astoria, Ballroom, New York, N.Y. (7). Tennessee Assn. of Broadcasters meeting, Mountain View Hotel, Gat- linburg, Tenn. (8-9). NAB CONFERENCE SCHEDULE National Assn. of Broadcasters fall regional conferences: Hotel Utah, Salt Lake City (Oct. 12-13). Statler-Hilton Hotel, Los Angeles (Oct. 15-16). Hotel Skirvin, Oklahoma City (Oct. 19-20). Fort Des Moines Hotel, Des Moines, Iowa (Oct. 22-23). Jung Hotel, New Orleans (Oct. 26-27). Statler Hotel, Detroit (Nov. 9-10). Hotel Ten-Eyck, Albany, N.Y. (Nov. 12-13). RAB CONFERENCE SCHEDULE Radio Advertising Bureau's fall man- agement conferences: Western Hills Lodge, Wagoner, Okla. (Oct. 8-9). Hotel Moraine, Chicago (Oct. 12- 13). Northland Inn, Detroit (Oct. 15- 16). 62 Alabama Broadcasters Assn. meet- ing, Tuscaloosa, Ala. (8-10). Mutual Advertising Agency Net- work meeting. Charter House Hotel, Cambridge. Mass. (8-10). New York State Associated Press Broadcasters Assn. meeting, Roches- ter, N.Y. (10). Advertising Federation of America 7th annual convention, Columbus, Ga. (9-11). American Women in Radio & Television mideastern conference, Marriott Motor Hotel, Philadelphia, Pa. (9-11). Audio Engineering Society's 1 6th annual fall convention, Barbizon-Pla- za Hotel, New York, N.Y. (12-16). International Radio and Television Society Time Buying & Selling Semi- nar, New York, Tuesday evenings (13- Dec. 8). International Radio and Television Society luncheon, Waldorf Astoria, Sert Room, New York, N.Y. (14). Illinois Broadcasters Assn. meeting, Sheraton Hotel, Chicago, 111. (14-15). American Women in Radio & Tele- vision the board of directors' meet- ing, Hilton Hotel, New York, N.Y. (16-18). Wisconsin Assn. Press Radio and Television Members meeting. Ivy Inn, Madison. Wis. (16-17). The Pulse Inc's Man-of-the-Year award presentation to Chet Huntley and David Brinkley of NBC, Plaza Hotel, New York (21). Kentucky Broadcasters Assn. fall meeting, Jennie Wiley State Park, near Prestonburg, Ky. (19-21). National Electronics Conference twentieth annual meeting, McCormick Place, Chicago, 111. (19-21). Institute of Broadcasting Financial Management, annual Tieeting, Shera- ton-Cadillac Hotel, Detroit, Mich. (21-23). Missouri Broadcasters Assn. meet- ing, Ramada Inn, Jefferson City, Mo. (22-23). Fourth International Film & TV Festival of New York, held in con- junction with the annual Industrial Film and Audio-Visual Exhibition, New York Hilton Hotel, New York (21-23). Indiana Broadcasters Assn. meet-J ing, Marriott Hotel, Indianapolis, Ind.j (22-23). Massachusetts Broadcasters Assn. meeting. Hotel Somerset, Boston, Mass. (25-26). National Assn. of Educational Broadcasters national convention, Austin, Tex. (25-28). ' American Assn. of Advertising Agencies, Central Region meeting, Hotel Continental, Chicago (21-22); western meeting, Beverly Hilton Hotel, Beverly Hills (27-30). Premium Advertising Assn. of America, premium ad conference, New York Coliseum, New York, N.Y. (27). American Assn. of Advertising Agencies, western meeting. Ambas- sador Hotel, Los Angeles (27-30). International Radio & Television Society luncheon, Waldorf Astoria, Empire Room, New York, N.Y. (28). National Industrial Conference Board Inc. twelfth annual marketing conference, Waldorf Astoria Hotel, New York (28-30). NOVEMBER Second Canadian Radio Commer- cials Festival, Park Plaza Hotel, To- ronto, Canada (5). Maryland - D.C. - Delaware Broad- casters Assn. fall meeting, Washing- tonian Motel, Rockville, Md. (6-7). American Women in Radio & Tele- vision western area conference, Beverly Hilton Hotel, Beverly Hills. Calif. (7-8). Assn. of National Advertisers fall meeting. The Homestead, Hot Springs, Va., (9-11). American Assn. of Advertising Agencies eastern annual conference, Hotel Plaza, New York. N.Y. (10-11). Oregon Assn. of Broadcasters fall meeting and biennial reception for| state legislators, Marion Motor Hotel, Salem, Ore. (16-17). Broadcasters' Promotion Assn. an- 1 nual convention, Pick-Congress Hotel,] Chicago (16-18). SPONSOR] National Representatives: BOB DORE ASSOCIATES NEW YORK • CHICAGO DORA-CLAYTON AGENCY ATLANTA BILL CREED ASSOCIATES BOSTON SAVALLI/GATES, INC. LOS ANGELES-SAN FRANCISCO •••The Personality Twins ••• "SOUL RADIO" FM COMPANION TO WCHB Inkster, Michigan 1 »T\ *w \^ m r ^^ 1 '1 1 \j 1 ^ 1 \^ » T v» n D — Detroit 1, Michigan YOUNGSTOWN? V ot, c * ".V /* (f »^^-X) KDAL AW&HSIAnON Represented by Edward Petry & Co., Inc. and in Minneapolis/St. Paul by Harry S. Hyett Co. 1,1 I "^ Qitd lookl tfs Erie Mining Coffljiany's taconife plant at Hoyt Lakes, Minnesota. Hoyt Lakes is one of four modern cities buift near new plants which produce the famous pellet-shaped Iron ore refined from northern Minnesota's abundant taconite. New plant investments m KDAL-land's taconite ranges total over $630,0A^ISCONSI HAYDN R. EVANS, General Manager • Represented by H-R Television, Inc. Reach the v\/hole market Not ONE segment over and over — Whether your product is food, drugs, gasoline, ap- pliances, automotive, or general merchan- dise—k/G/ALTl/ SELLS because you reach the whole market every time. No other station or combination of stations in the Channel 8 area can claim total-market reach. WGAL-TV Channel 8 MULTI-CITY TV MARKET nc er, Representative: The MEEKER Company, Inc. New York • Chicago • Los Angeles . San Francisco y ^ lOlON/fSiOrT St SLt i O n ^ • Clair McCollough Pres.j ^^GAL-TV Lancaster. Pa. • KOAT-TV Albuquerque. N. M. • KVOA-TV Tucs FRIHAX AT 5 Corinthian Exec Scores Piggyback Trend Tower says spots will be lost in urges broadcasters to maintain Gatlinburg, Tenn. — "If the battle over piggybacks is eventually lost — and no one can predict its outcome now — we broadcasters shall have only ourselves to blame," warned Charles H. Tower, executive vice president oi Corinthian Broadcasting Corp., at ihe annual fall meeting of the Ten- nessee Broadcasters Assn. Tower urged the broadcasters to maintain the integrity of their product and to show greater courage and concern in resisting "the pressures that chew away at the quality of our service." The broadcast executive pointed out that Corinthian stations announced last March that they would not accept piggybacks as defined by the NAB Code, adding that "while there are many broadcasters who share our Bulova Seeks Spanish Speaking N. Y. Market New York — Among the latest broadcast campaigns to be launched in New York aimed at the city's mil- lion-plus residents who speak Spanish is a two-station radio campaign which pairs Bulova Watch Co. in a coopera- tive deal with a number of leading ! credit jewelers. A long-time user of general-market air media, Bulova is now splitting the costs of a 1 3-week newscasts series in Spanish on WBNX with three multi- store Bronx jewelers, and of a 13-week daily music show on WADO with a group of jewelers in Brooklyn, New- ark and Paterson, N.J. TTie campaign is the first such major air-media pur- suit of the Spanish-speaking ethnic segment by Bulova. The group promotion was organized by Philadelphia's Ted Barkus Co., a (small agency specializing in retail jewelry advertising in radio. In prac- tice, the concept of the "dealer group" co-op campaign is not unlike that practiced for years in the auto in- dustry. Agencyman Barkus is report- edly scouting other areas (Philadel- phia, Boston, etc.) for similar Bulova- supported campaigns. Note: A special report on Spanish- language air media will be featured in the Oct. 19, 1964, issue of Spon- sor. a sea of messages; integrity of product concern if the present trend toward multiple product announcements goes unchecked, there arc none who have shared our public position." Tower declared that Corinthian's investigations reveal that some of the largest and most respected advertisers and agencies "are just as worried as we are by the deluge of product men- tions." He continued: "Broadcasters have let a small band of agencies and sponsors set a pattern which, if un- controlled, others will have no alterna- tive but to follow. By giving in to the few, we break faith with the many. Corinthian predicts that even the 'few' will not be happy should piggy- backs become the established order of commercial format." Tower added that "their own com- mercials will become lost in a sea of messages that will swamp the viewer and weaken the whole structure of the broadcasting ship." Pointing out that broadcasters are subject to more external pressures than most businessmen. Tower said: "It's all part of the challenge, the interest and the headache of our busi- ness. But much as we might like to pass the buck to fallacious advertisers, fallacious audiences, or fallacious bureaucrats, we cannot in good con- science do so. Both legally and morally the quality of our product is our own responsibility." Stanton Denies Report Of Appointment by LBJ New York — What had been a trade rumor wound up on the front page of a weekly entertainment publication last week — that Frank Stanton, president of CBS, might resign and accept an appointment by President Johnson. Stanton has categorically denied he has any such thing in mind. In a memo to the CBS Advisory Committee, he dubbed the story a sheer fiction, especially that part which suggested that his New York town house was up for sale. Kaiser Broadcasting Sells Hawaiian Stations Honolulu — With an announced price tag of more than $4 million, Kaiser Broadcasting Corp. has agreed to the sale of its broadcast properties to a mainland company. Subject to FCC approval, the new owner will be Pacific Broadcasting Co., headed by Lawrence S. Bergerm, former partner in tv station in Wy- oming and Montana. Kaiser properties include KHVH- AM-TV Honolulu and the construc- ton permit for KHVH-FM, plus one station and five translators which re- telecast to the islands of Hawaii and Kauai. Kaiser is currently entering the UHF Field in a big way and has sold all of its VHF outlets. (See Sponsor, May 11, p. 38; Aug. 10, p. 37). FCC Worries but Okays Media Concentration Case Washington — FCC last week agreed to sale of radio station to sole newspaper in Grants, N. M., but not without some soul-searching on the issue of concentration of media control. Majority of commissioners Bartley, Loevinger, Lee and Ford agreed to $145,000 sale on KMIN, Inc., to Grants Publishing Co., publisher of Grants' Daily Beacon, while chairman Henry and commissioner Cox dis- sented. The chairman and commissioner Cox dissented on customary grounds of concentrated media control. Com- missioner Bartley issued concurring statement saying he felt particulars of transaction — with KMIN owning other broadcast interests, but Grants Publishing none — balanced out deter- rent factor of mutual ownership of sole radio station and newspaper in locality. Commissioner Loevinger concurred, but at arm's length. Loevinger be- nignly approves the transaction, while not exactly agreeing with either ma- jority on one side, or dissenting Henry and Cox on other. Loevinger does not think this is "appropriate case" to take stand on, and he feels FCC has made "practical disposition of a minor case." CONTINUED ON NEXT PAGE Octobw 12, 1964 FRIDA.'S' AT 5 ABC Radio Offers 24-Hour Programing Salt Lake City — At an estimated cost of nearly $750 thousand, ABC Radio has proposed 24-hour service to its affiliates. In making the announcement at the first of eight regional affiliate meet- ings yesterday (Oct. 11) in Salt Lake City, Earl MuUin, ABC vice presi- dent in charge of station relations, said the proposed around-the-clock service would involve an additional eight hours of programing. MuUin added that the network, which hopes to put the plan into ef- fect as soon as financial and other details can be worked out, has re- ceived excellent response to the idea from stations as a result of a closed circuit broadcast to station managers last week. Declared Mullin: "Numerous af- filiates have indicated their desire to become 24-hour stations provided we service the news and the programing. Most local stations cannot afford to keep news departments and program people working around the clock." When asked if the nighttime opera- tion would consist only of news and music, Mullin indicated that if affili- ate response suggests a demand for entertainment programs at night as well, then the network will look into this possibility also. Discussing clearances, Mullin said: "Each month we send cancellation notices to the 10 stations with the poorest clearance factors. I am quite proud that month after month the majority of stations who receive these notices change their program NBC Eases into Top Spot in Ratings Race New York — Rarely have the rat- ings races been so close. The ABC Television network moved to the top first on the basis of National Arbitron figures. CBS jumped into the lead the next week and seemed to solidify its position by Oct. 5 (see Sponsor Week), but as of Thursday, Oct. 8, NBC had eased into the lead with an edge of two- tenths of a rating point. Last-minute ARB figures showed NBC with a 16.3 rating, CBS with 16.1 and ABC with 15.8. Next step in the numbers game is A.C. Nielsen Co. with its national rating figures. policy and ask to remain as affiliates." Mullin pointed out that current clearances run about 90 percent of the network's 416 stations. In still another report at the meet- ing, Jack H. Mann, vice president in charge of the network's western di- vision, said that 32 advertisers had be- gun new accounts in 1964, adding that of the 34 clients spending in ex- cess of $100 thousand on ABC Radio this year, seven sponsors were spend- ing a half million dollars or more with the network. Merck Denies Charges Of False Advertising Washington — Merck & Co., makers of Sucrets and Children's Sucrets throat lozenges, has denied FTC charges of false advertising. The firm, and its agency, Doherty, Clifford, Steers & Shenfield, Inc., of New York, were accused by the Federal Trade Commission of tv advertising which attributed germ-killing efficacy to the lozenges, when in truth Sucrets would not kill germs causing throat infection. FTC also said relief by the lozenges might delay treatment of serious infections. Merck says most people with sore throats recover without recourse to medical attention, and in any case, its product bears warnings to get medical treatment when sore throat is accompanied by fever, headache. In its separate defense, the adver- tising agency says it relied in good faith on Merck's claims for the prod- uct, and the manufacturer had final say on all advertising. Clients Participate In Talent Agency Los Angeles — Clients of a new West Coast talent agency may find themselves getting part of their com- missions back in the form of profits with announcement by veteran agency Robert Longenecker of formation of a new agency in which clients will participate. Long active in both the theatrical and commercials field, the agency is operating under the parent corporation of Teiepak, Inc. Clients participating in executive positions include Ruth Hussey and Art Gilmore, both vice presidents. Directors include Dr. Frank C. Baxter of tv fame. The new agency is seen as still another development in the trend which has seen many performers par- ticipate in business ventures for tax_ purposes, among other reasons. CBS Offers Free Time on Medicare New York — Although CBS-T\ vetoed the American Medical Assn.'s Medicare spots on the basis of long^ standing policy, the network is comingi to grips with the problem via freej time to both the AMA and the Senior Citizens Council. The network is bumping "Sunday with Jack Benny" on Oct. 18 for the AMA arguments and the same show on Oct. 25 for the Senior Citizens. Preempted sponsors on the half- hour show include Block Drug, P&Gj and Hartz Mountain. Currently, 145 stations clear forj Sunday Night with Jack Benny. Sparkman Opposes Extension of FCC Power Tuscaloosa, Ala. — Stressing the desirability of self-regulation in the broadcast industry. Sen. John Spark- man (D-Ala.) rapped FCC efforts to impose curbs on the length and fre- quency of commercials. "Obviously there must be a limit on how far the FCC may go in rule-mak- ing," the senator declared, comment- ing on recent congressional action, which if enacted into law, would have prohibited the FCC's excursion into commercial control. "Personally," Sen. Sparkman added. "I have urged, and will continue to urge, that the FCC support self-regu- lation rather than mandatory rules in^l this area which is not conducive to™ federal regulation." In his remarks before the Alabama Broadcasters Convention, the senator said: "The broadcaster must approach his job with all the responsibility of a public official. Yet, he does not op- erate on public funds. He has to get out and struggle in the free and com- petitive advertising market like any private business." SPONSOR i Can Your Programming Look A Computer In The Eye? If you bought off-network series by the numbers which indicate the kind of viewers the program can be expected to attract on your station, then there'll be no blinking of eyes — no wincing at results. Today spot money is facing facts. Ask your MGM-TV representative about the inside facts on his available series. NEW YORK . CHICAGO • ATLANTA • CULVER CITY • TORONTO October 12, 1964 s, 31 sponsor OCTOBER 12, 1964 • VOL 18, NO. 41 Contests: giveaways with a payoff Contests not only repay sponsors with dramatic public response but also spur dealer interest and supercharge company advertis- ing; and broadcast media play their part 34 Tea for tv Tetley Tea uses television contest to increase alre^ady large share- oj-market in Philadelphia 40 Selling radio with radio Portland's Charles L. Burrow Co. uses radio spots to publicize its list of stations and their value as ad vehicles jor growth- minded local businessmen 42 Tv is Pearl's oyster for beer campaign Filmed commercials help Pearl Brewery keep beer sales bubbling in Texas; also give a boost to tourist trade 46 Public service sponsors get profitable image Bankrolling of often-shunned "instant" news and bad-weather bulletins rewards Charleston radio advertisers with public ap- plause— and profit 47 Radio/tv: a bargain buy for bargain sell Local retail merchants find broadcast promotion increases Winston-Salem bargain-day business 50 percent DEPARTMENTS Calendar 62 Changing Scene 50 Commercial Critique 61 Friday at Five 3 Letters 10 Publisher's Report Q Sponsor Scope 25 Sponsor Spotlight 58 Sponsor Week } 6 Week in Washington 1 3 SPONSOR® Combined with TV, U.S. Radio, FM® is published weekly by Moore Publishing Company, a subsidiary of Ojibway Press, Inc. PUBLISHING, EDITORIAL AND ADVERTISING HEADQUARTERS: 555 Fifth Avenue, New York, N. Y. 10017. Area Code 212 AAUrray Hill 7-8080 CIRCULATION, ACCOUNTING AND DATA PROCESSING HEADQUARTERS: Ojibway Building, Duluth, Minn. 55802. Area Code 218 727-8511. CHICAGO OFFICE: 221 North LaSalle St., Chicago, III. 60601. Area Code 312 CE 6-1600. LOS ANGELES OFFICE: 1655 Beverly Blvd., Los Angeles, Calif. 90026. Area Code 213 628-8556. ST. PETERSBURG OFFICE: 6592 North 19th Way, St. Petersburg, Fla. 33702. Area Code 813 525-0553. SUBSCRIPTIONS: U.S., its posses- sions and Canada $5 a year; $8 for two years. All other countries, $11 per year. For subscrip- tion information write SPONSOR, Subscription Service Department, Ojibway Building, Duluth, Minnesota 55802. Second class postage paid at Duluth, Minnesota. Copyright 1964 by Moore Publishing Co., Inc. President and PublUher Norman R. Glenn EDITORIAL Editor Sam Elber Feature Editor Charles Sinclair News Editor William S. Brov/er, Jr. Special Projects Editor Ben Bodec Managing Editor Don Hedman Senior Editor William Ruchti Associate Editors Barbara Love Melvin J. Silverberg Goyle Hendrickson Editorial Assistant Patricia Halliv/ell Contributing Editor Dr. John R. Thayer Washington News Bureau Mildred Hall Field Editors Ernest Blum (East) John Bailey (Midwest) Production Editor Emily Beverley Regional Correspondents James A. Weber (Chicago) Sheila Harris (San Francisco) Frank P. Model (Boston) Lou Douthat (Cincinnati) Margaret Cowan (London) SALES New York Gardner Phinney Norman Gittleson Chicago Jerry Whittlesey Los Angeles Boyd Garrigan St. Petersburg William Brown Advertising Production Louise Ambros ADMINISTRATION Editorial Director Ben Marsh Production Director Harry Ramaley Circulation Director Joe Wolking Data Processing Manager John Kessler Advertising Promotion Dwayne R. Woerpel Circulation Promotion Gerhard Schmidt SPONSOR ... in a class by itsel£ n fhe Kallt Bros. €o. MID-AMERICA'S PRESTIGE DEPARTMENT STORES the CO. SEARS ROEBUCK AND CO HIQBEE'S THE STORE WITH MORE M. he big five retailers of Cleveland, with total annual esti- mated sales in excess of $285 million, represents approxi- mately 85% of all area department store sales of fashion merchandise, men's and children's apparel, soft goods, furni- ture, housewares and household equipment sold in Greater Cleveland. During 1964 each of these retailers has selected WJW RADIO to reach the adult audience having the inclination and income to ring their registers. (^"^a WJW RADIO carries more different department store adver- tising schedules than any other Cleveland radio or television station. WJW RADIO is the only station to air advertising for each of the big five. Why? Compared to Clevelanders in general, WJW RADIO listeners earn more, have achieved higher educational and occupa- tional levels, live in more expensive homes. These adult lis- teners like our 24 hours of Beautiful Music, Total Information News and pleasing program personalities. When considering Cleveland whether it be for cars, candy, cigarettes, canned goods or whatever your commodity, follow Cleveland's five to WJW RADIO 850. Call your Katz Representative. 10.000 WATTS WJW RADIO 8 5 O LOS ANGELES KGBS PHILADELPHIA H'IBG CLEVELAND MIAMI WGBS TOLEDO U'SPD DHROIT 1 OrROIT IVJBK 1 IfJBK-Ty NEW YORK U'HN MILWAUKEE CLEVELAND lyju'. Ti' ATLANTA H'ACA-W TOLEDO ivsPD-Ty STOKER BRtMDCJSTISC CMR1.VY October 12, 1964 WE SQUEEZED THE AIR OUT AND LEFT NOTHING BUT AIR IN All broadcast ... all buying ... all im- portant. That's SPONSOR, designed as —and still— a buyer's book. Not pe- dantic, mind you. Not gossipy. We pre- sent the top of broadcast news, quickly; the meaning of the news, deeply; the trend of the news, perceptively; the fu- ture of the news, daringly. Do we ever annoy? Offend? Disrupt? Yes. We also enrich the buying mix in the back of the buyer's mind— with the stuff that helps make the difference between "ordering" and "buying." That's why the buyer reads SPONSOR, the broadcast idea weekly with the fat trimmed away. 555 Fifth Avenue, New York 17, Tele- phone: 212 MUrrayhill 7-8080. Publisher's How the broadcaster can serve more I like to travel . Or to put it more accurately, I like to visit stations. Perhaps the most rewarding aspects of my station visits are the countless examples of outstanding public service that come to my at- tention. They range from charity drives to establishment of grass roots opera to finding lost children to tackling tough community problems to sponsoring symphony orchestras to working around the clock to aid disaster victims to a thousand and one other services. Everybody likes to feel that he justifies his existence by doing more than drawing a weekly pay check and being kind to his family. Broad- casters have a real opportunity to contribute to the common-good. I know many who make the most of it. Back in 1961 it was my privilege to work with Charlie Crutchfield, head of the Jefferson Standard Stations, in disseminating a document called "A Young Communist Writes ..." I remember the thrill I got in printing this dramatic warning of the dangers of communistic zeal. People from everywhere wrote for copies and got that good warm glow of satisfaction. I was in Charlotte the other day and Charlie had another one. He gave me a four page brochure and asked me to read it on the plane home. It turned out to be the text of a talk delivered over WBTV Charlotte, by way of KVOO-TV Tulsa. A newspaper man, Editor Jenkin Lloyd Jones of the Tulsa Tribune, lets loose with some 4000 words, unencumbered by musical background, scenery, props or supplemental voices. Charlie gave him prime time — 8 p.m. Wednesday. He was right. As a service Jones' remarks, titled "Who is tampering with the soul of America?" rate with the best ever delivered on the air. He talks on the lowering standards of morality in America. He ex- pounds with great expressiveness and clarity and from the depths of his grave concern. His words ring a danger toll that reverberates long after one has digested the thoughts. I want to bring them to your attention not only because I, like so many others, am deeply disturbed by the increasing evidences of juvenile delinquency, crime, smutty books, naughty movies and a general attitude of permissiveness in every walk of life, but because I think that our in- dustry can do something about it. Despite its critics, television and radio have proven themselves keen- ly aware of a standard of decency and morality. The excesses and decadence tearing at our social structures and moral fibre have not found lodging via the air waves. Even a Peyton Place on the air is that in name only. The NAB Codes have meaning and are among the most important instruments in any industry. Broadcasters as well as advertising men generally can enlist to do more . We have the power to reverse this devastating trend. As step number one I recommend that you read Jenkin Jones' talk. I am sure Charlie Crutchfield has extra copies. fT-TA-i^ 8 SPONSOR THE BIG NEWS IN BUFFALO WBEN-TV DAILY NEWS COVERAGE The complete news — accurately reported first — that's the aim of WBEN-TV and what its viewers expect. Fourteen men deep, an experienced staff gets the news fresh, gives it the full treatment, digs below the headlines and films the action on the local scene. WBEN-TV focuses on the news at 12 noon, 6:15 and 11 pm —complementing the CBS news periods at 10 am, 3:25 and 6:30 pm. And WBEN-TV is the only Buffalo television station with its own mobile unit— instantly available for extra- ordinary news events. WBEN-TV is the source of reliable news reporting in the Buffalo area. This extensive, intensive news presentation makes WBEN-TV the Big Buy — whether it's participation in or availabilities around our six-a-day news programs. Nationally represented by: Harrington, Righter & Parsons WBEN-TV affiliate of WBEN radio The Buffalo Evening News Station October 12, 1964 CH. CBS in Buffalo THE CONTEST In chess there is often a concentra- tion of major pieces supporting a single pawn in a key position on the board. The vakie of the pawn — as compared to any of the other pieces — is negHgible. But the con- trol of the area it holds is vital. Hence, all the power to its support. Some areas of broadcast adver- tising have the relative value of the above-mentioned pawn, but often are supported by intense and ex- pensive techniques to make certain of an area's control by the adver- tiser. That area may be: share of market, geographic dominance, product prestige or even awareness, and the like. There are few new gambits in the merchandising game. The con- test is one of the oldest. And there are masters of the contest tech- nique, like the soap giants, the breakfast food brigade, the toy- tempters of tots and the mid-day Svengalis of the gals at home. But there are others who — far from be- ing masters or even moderately schooled in contest strategy — find the contest a valuable tactic in sal- vaging a campaign suffering from mis-moves, weak beginnings and other malaise. The contest is no substitute for the best use of advertising on broad- cast or other media. Nor is it so strong a chess queen that it can salvage all the errors that can be made in an opening or middle game. Bill Ruchti's report (page 31) on how the contest pawn is used by some masters and novices is a kind of player's manual, based on the actual game as used in the broad- cast tournament, and giving exam- ples from which both the master and the novice can learn from each other. Recess Over? Your article, "Back-to-School Snubs Air Media" [Sept. 21], may have started something! We have received a number of inquiries from advertisers — present and potential — all of whom have said in gist, "We always believed that the back-to-school period could be the most important advertising campaign of the year, but we could never figure out why it wasn't pro- moted more strongly. Do you have any ideas?" Like the vast majority who be- lieve tipping is unfair but never organize, more intelligent back-to- school promotions have frequently caught the eye of skilled profes- sionals but have rarely gotten the attention they deserve. Radio and television avails go begging in late August, yet the ad- vertising dollar goes into space media even though the ultimate consumer — the child under 10 or 11 — either cannot read or spends little time with general newspapers and magazines. Congratulations to Sponsor for putting the spotlight on another of the industry's underdeveloped areas. Melvin Helitzer President Helitzer, Waring & Wayne, Inc. New York Editorializing Costly Thanks for Mr. McMillin's art- icle refuting the "hot-eyed young man" who declared that broadcast- ers editorialize only to "make an extra buck," [Editorializing — What It Means to the Advertiser," Aug. 241. WBBF, which has been editor- ializing for almost six years, knows how right Mr. McMillin is. In just the last few months, our editorials, far from making us that extra buck, have cost us quite a few dol- lars. Examples: A wine company allowed its WBBF contract to lapse, then gave the business to another Rochester radio station. The wine distributor pulled no punches when he told us why: local liquor dealers had pres- sured the winery; they were up in arms about WBBF's repeatedly ex- pressed support of Gov. Rockefel- ler's effort to revise state liquor laws. A furniture dealer who regularly includes WBBF in his radio buys pointedly left us out when promot- ing a late-summer sale. When asked why, he was quick to tell us — he didn't like WBBF's endorsement of President Johnson in this year's presidential election. Needless to say, WBBF will keep editorializing. We find the eco- nomic pressures flattering. Robert S. Kieve Vice President & General Mgr. WBBF, Inc. Rochester, N.Y. Coverage Patterns In your Sept. 8 issue, your art- icle, "Why Not Get Technical," was indeed interesting and inform- ative. Unfortunately, it was also misleading. The illustration on page 46 com- pares possible coverage patterns of a 5000-watt station at 600 kc versus a 50,000-watt station at 1400 kc. The coverage circumferences of the two stations could, and should in context, be reversed. As stated in the editorial . . . "stations at lower frequencies often get greater cov- erage than those with the same power at higher frequencies." Although the editorial mentions several influences of radio cover- age, such as power, frequency, ion- ospheric and soil conditions, etc., it did not state how one can equate these factors. Perhaps it is just as well — with the myriad of data cur- rently supplied by radio salesmen, it might be too much to ask for comparisons indicating the density of ionized particles or climate and soil conductivity. Douglas S. Flynn Media Supervisor Ogilvy, Benson & Mather New York 10 SPONSOR Nobody called until Spot TV changed the picture It happened back in 1953. Avon began in only two mar- kets and now uses a 230-station line-up in 190 different markets. In eleven years their share of the house-to- house market climbed from 40%— to a giant 70%, by adding Spot TV to their existing advertising. Today, Avon's sales outstrip all other cosmetic companies, run- ning a third ahead of the nearest competitor. Avon calls on Spot TV to pre-condition customers for in-home sales. Spot TV can change the picture for you. For Spot TV is the flexible medium. It can cover the country or spot the market. TvAR— Television Advertising Representatives— can show you how to use this flexible medium in eight major television markets. TvAR offers additional service to help you make the most of Spot TV. Example: A "Television Spot Test", enabling you to test the effectiveness of Spot TV on any of TvAR's eight stations throughout the country. You get more out of your advertising dollar when you spot your markets with Spot TV. Avon learned that buying television by TELEVISION TvAD \ ADVERTISING ■ VV* J REPRESENTATIVES, INCORPORATED the market opened the big door to sales. Call TvAR and you can too. Representing: WBTV CHARLOTTE (JEFFERSON STANDARD BROADCASTING CO.) • WTOP-TV WASHINGTON AND WJXT JACKSONVILLE (POST-NEWSWEEK STATIONS) WBZ-TV BOSTON, WJZ-TV BALTIMORE, KDKA-TV PITTSBURGH, KYW-TV CLEVELAND AND KPIX SAN FRANCISCO (GROUP W STATIONS) TvAR Offices in New York, Chicago, Detroit, San Francisco, Los Angeles and Atlanta October 12, 1964 11 If you lived in San Francisco,, , . , .you 'd be sold on KRON-TV AS VIEWED BY OUR WASHINGTON NEWS BUREAU October 9, 1961; When the 88th Congress tore out of here last week, it left one large blot on its two-year record of comparatively adult approach to broadcasting regulations — its failure to deal with the equal time inpasse. Congress- ional decision not to exempt top-level candidate debates or appearances on tv from equal-time demands was bad enough. Its apparent indifference to FCC's rule out of presidential press conferences for Sec. 3l5 exemption left broadcasters in shock. Inevitably, the next question arises: will sponsored political time be challenged somewhere along the line? If so, will FCC split itself down the middle to exempt paid political segments from "free time" demands- while the Fairness Doctrine requires balancing of controversial coverage even if paid program must get a free answer. It can certainly be claimed, that candidates deal in controversial issues. The deafening silence from House Commerce Committee ' s chairman Oren Harris and Communications Subcommittee's chairman Walter Rogers on the FCC's rule out of presidential press conferences poses more questions. These two House members traditionally leap on any FCC action they consider a threat to broadcaster functioning as free enterprise. Broadcasters wonder where the President stands. Democratic leadership was blamed for killing exemption for Johnson-Goldwater debates. It was claimed that President Johnson had nothing to gain, and Goldwater had plenty, from free appearances on network tv. Was the President undisturbed, or even somewhat pleased by rule out of equal time exemption for press conferences, by the FCC? Did, the word go out that he was not keen on the question barrage, preferring to pick his own pre-election times and topics? Speculation is that if President Johnson dislikes FCC's latest moves and, if he returns to the White House in 196^, there may be changes at the commission. There could be a new chairman. No reaction to the FCC decisions on the press conferences, and the rule out of the United Community Fund message, has come from the Demo- cratic campaign managers. They are known to have regrets only over the cost factor in bar of free time for their candidate. No reaction has come from Sen. John Pastore, also close to the President — yet the Commun- ications Subcommittee chairman went counter to his own party to vote for ■ exenption for pre-election tv debates for top candidates. The answers to all the questions may have one solid, simple common denominator. From the President on down to the newest freshman congress- man, no one wants to trust the terrifying power of tv exposure to the diversified, "someone-else" judgment of individual broadcasters. CONTINUED ON NEXT PAGE October 12, 1964 13 AS VIEWED BY OUR WASHINGTON NEWS BUREAU It must seem more expedient, if less democratic, to keep the decisions in the hands of the FCC, which is subject to both legislative and executive persuasion. It may seem increasingly preferable to hold on to the "idio- cies" of the confused equal-time rules, rather than let the control get away. Sen. Clifford Case (R-N.J.) put it frankly to a group of New Jersey advertisers last week: "As the Congressional sessions become year round, and as the population soars, it becomes increasingly difficult for an office holder to be seen or to become known by a large percentage of his potential electorate, and so the communications media are more and more essential tools of our effort." Congress seems determined to hold on to those tools. During the two-year span of the departed 88th Congress, the broadcaster has had no help and plenty of confusion and hindrance from his mentors on the Hill in matters of politics and controversy. While Congress generously delegated the matter of broadcast ratings and commercial limits to broad- caster judgment — the record is different in matters of broadcasting pol- itics and controversy. In June of I963, the FCC "clarified" its Fairness Doctrine, and re- clarified it for the irate House Commerce Subcommittee on Communications in July. The subcommittee hearings produced a faltering, no-decision re- port in December which did nothing to clarify matters of equal time, fair- ness doctrine and editorializing. The FCC was warned not to penalize any licensee under the Fairness Doctrine. For the rest, the subcommittee would look into it all some more, some time. Neither then nor later did the FCC's House Committee overseers come to any conclusions on how the patchwork quilt of equal-time exemptions set up in 19^9 , and the crazy quilt of FCC rulings on fairness, would apply to station editorials about political candidates or their causes. To safeguard themselves against multiple equal-time demands, licensees are supposedly^ to provide answering spokesmen when a candidate feels he has been editorialized against. Rep. John Moss (D-Calif . ) said he wanted to "speak for himself," and pushed a bill to that effect. There were no final decisions on what to do when paid controversy aired by a licensee brought demands for free answering time, under the Fairness Doctrine. Sen. Pastore said some provision would have to be made to air both sides, regardless of the money factor. FCC chairman Henry made the same point. But no legislation or ruling made it solid, and House Commerce members protested the idea vehemently. In I96U, FCC came out with "primers" on how it deals with equal time and Fairness Doctrine cases. But time seems to have rendered much of the ruling backlog "moot." Time also seems to have called out new and drastic departures by the FCC, to deal with current situations. ^^;^^^/^4^ 14. SPONSOIl WWDG Photograph by Schonbrunn radio salutes Washington's finest Less than a year ago. Tom Bradford and Martin Deskin opened the doors of Tom and Martin Ford and made the brave promise to sell "the most affordable Fords." Brave, because Washington is well known as one of the nation's most fiercely competitive automobile markets. How well Tom and Martin are living up to their promise was shown this past summer, when they passed 143 other Ford dealers to challenge for the number one sales position in their district. A pretty impressive record for a suburban dealership in business less than a year. WWDC thanks Mr. Bradford and Mr. Deskin and their agency, Leon Shaffer Golnick Advertising, Inc., for the privilege of playing an important part in this Washington sales success story. ^ BLAIR y^ GROUP Co ^^^ Represented nationally by John Blair 4 Company ^^^ MEMBER WWDC RADIO WASHINGTON, D.C. Bell Calls for Talks Between Broadcasters. Advertisers NAB Code director suggests informal meetings to swap ideas on problems; sees need for clearing house New York — Calling for "even closer liaison in the problem areas of advertising," Howard H. Bell, direc- tor of the NAB's Code Authority, last week suggested to about 500 members of the International Radio and Television Society an extension of recent closed-door tripartite meet- ings between NAB. ANA. 4A. "Perhaps a small informal group representing all three interests should meet occasionally to ex- change ideas and keep open the lines of communication," Bell said. "This would be a practical extension of a series of meetings, on a much larger scale, held earlier this year by the representatives of the three organizations." Bell prefaced his suggestion by listing the areas of difficulty NAB encounters in advertising content. • Misuse of testimonials • Demonstrations not proving product effectiveness • Derogation of competitors • Inadequate clinicals to support claims NAB Code To Publish Monthly Roster New York — In an effort to identify on a regular basis those "who do and those who do not support the industry's self-regu- latory efforts." the NAB Code Authority has decided to publish a monthly list of new subscribers to the Code, plus those stations which resign or are dropped. Speaking before the IRTS newsmaker luncheon, Howard H. Bell, NAB Code director, said the codes' most effective sanc- tion is public awareness of the codes, what they seek to accom- plish "and which stations are subscribing to these standards." In the past. Code rosters were only published periodically. puffery • Pseudo-therapeutic claims • Encouragement of self-diagno- sis beyond reasonable caution • Questionable surveys in sup- port of claims • Exaggerated claims beyond Declared Bell: "The advertiser pays the bills, it is true, but it is the broadcaster under license, not the advertiser, who must always set the ground rules as to how the medium will be utilized." Bell added that NAB's "relation- ship to the advertising community is not that of picador to bull. We see our role not as a protagonist or tor- mentor, but as an ally our common objective is acceptable advertising." The NAB code director contin- ued: "However, it should be clearly understood that where a conflict over a clearance arises, the decision of the Code Authority, as umpire, must prevail." Bell also called for establishment "within the structure of the codes of a central commercial clearance mechanism" for certain product categories which include over-the- counter drugs, among others. "In these categories," he said, "the competition is so intense that the temptation to cross that fine line of propriety is considerable." Bell cited a similar plan in the toy field where the Code Authority now serves as a clearing house "with the full, if not enthusiastic, support of subscribers and advertisers" as ample proof of the workability and feasibility of such a plan. Turning to the recent request by the Republican Party that the Code Authority rule on political spots (i.e. the Democratic Party's commer- cial portraying a little girl and a nu- clear bomb explosion), and a similar request by the Democrats, Bell said: "We turned down these re- quests for rulings, not because of a lack of concern over good taste in all advertising, but because of the dif- a closer riason" ficulty in applying code standards to politics." Bell added that rejection of the complaints "was our way of saying we believe prior censorship of politi- cal ideas is very dangerous in our society." He added that the voter, in essence, is the real censor. As for future Code activity in the political area. Bell said that this will be taken up at a meeting of the Tele- vision Code Review Board in De- cember, as it was at the Radio Code board meeting in September. NBC International Reports Record Sales New York — With sales of over 3000 tv hours in a six-week period, NBC International reports 21 per- cent higher profits in the third quar- ter of this year as compared w'th the same period in 1963. According to Joseph M. Klein, president of the division, 30 coun- tries figured in the sales for the six- week period. Properties sold ranged from Olympic Games programing for Latin America, Africa and the Caribbean to entertainment shows in East European countries. Among the entertainment shows sold abroad are Bonanza, still the top-rated program in the U.S., Dr. Kildare, the Dick Powell series, The Richard Boone Show^ Laramie, Wild Kingdom and Kentucky Jones. 16 SPONSOR ABC-TV Loses Early Lead: Ratings Sweepstakes Settle Down With CBS-TV Taking Top Spot New York — Despite ABC's valiant early bid for supremacy, a prospect which undoubtedly caused nervous shudders at the rival net- works, the ratings race has begun to settle down into its anticipated pat- tern, with CBS leading the field, NBC second and ABC third. ABC jumped into the lead in the week ending Sept. 21 with a Na- tional Arbitron rating of 18.5. NBC scored a 14.9 that week and CBS had a 14.3. The picture changed radically in the week ending Sept. 28 with CBS hitting 18.4,^ ABC 16.3 and NBC 15.3. As of the week ending Oct. 5, with the new shows on the air, CBS drew a 16.8 as measured by Na- tional Arbitron, with NBC a single point behind at 15.8 and ABC third at 15.4. In terms of programs and half- hours, CBS had 12 shows and 16 half-hours among the top 20; NBC had four programs and 1 1 half- hours (although the network points out that a number of its shows are considerably longer than its rivals); ABC had four programs and five half-hours in the first 20. Here is how the top 20 break down, according to Arbitron: 1. Bonanza (NBC) 28.3 2. Bewitched (ABC) 25.3 3. RedSkelton (CBS) 24.1 4. Ed Sullivan (CBS) 23.9 5. Fugitive (ABC) 23.3 6. Andy Griffith (CBS) 23.2 7. Dick Van Dyke (CBS) 22.3 8. Beverly Hillbillies (CBS) 22.1 9. Peyton Place II (ABC) 22.0 10. Martian (CBS) 21.3 1 1 . Gomer Pyle (CBS) 20.8 12. Petticoat Junction (CBS) 20.7 13. Walt Disney (NBC) 20.3 14. Saturday Movies (NBC) 20.3 Lucy (CBS) 19.9 I've Got a Secret (CBS) 19.9 Peyton Place I (ABC) 19.5 .Jackie Gleason (CBS) 19.5 19. Virginian (NBC) 19.4 20. Perry Mason (CBS) 18.9 15 16 17 18 Taylor: Radio No Longer Fears Tv Threat Fort Worth — Asserting that radio is "moving into a singulary cre- ative and profitable heyday," Sher- ril Taylor, NAB vice president for radio, told the Texas Assn. of Broadcasters that the majority of SYNCOM IT WORKS! One of the first pictures telecast direct from Japan to the United States via Syncom III communications satellite shows Etsusaburo Shina, Japanese minister of foreign affairs. The Gulf-sponsored NBC special on the Olympics aired Wednesday morning also in- cluded taped remarks by President Johnson and Secretary of State Dean Rusk which had been recorded in the United States and shipped to Japan for the program. NBC-TV was scheduled to use Syncom III for live coverage of the opening ceremonies of the Olympic Games Saturday. The remainder of the games, a total of 25 programs, will be on tape shipped by jet to NBC's KING-TV Seattle, which will originate net telecasts. stations no longer have to "grap- ple with the once-ominous threat of television." Giving NAB's program clinics credit for kindling a "cross-pollina- tion of creative thinking in pro- graming and a healthful interchange of new ideas," Taylor said that to- day's radio is so mobile, personal and always present that its listen- er appeal and utility value "lie way beyond the accessibility of tele- vision." Taylor continued: "Alert radio stations, 1964 style, have garnered a strong niche in the creative pow- er of the information and enter- tainment spectrum." Stressing the medium's intimacy, its new musical sounds and tech- niques, it's instant news coverage and wide "circulation," the NAB vice president said radio has an "unmatched edge among communi- cations media." More and more today, Taylor continued, "radio is emphasizing the art of extemporaneous conversation — a human interest type communi- cation direcdy with listeners by way of telephone. People - to - people sports, religion, medicine, public af- fairs, business, fashion and beauty columns in modern radio all have strongly established their popular- ity and have been conducive to an even wider listener appeal." October 12, 1964 17 SPONSOR. WEEK Borge and Tv Spark Biggest Ad Drive in U.S. Plywood History New York — Relying heavily on television and the services of comic Victor Borge, United States Ply- wood Corp. has launched what it terms the "most extensive advertis- ing schedule in the company's his- tory." Discussing the ad campaign, John Thompson. U.S. Plywood ad- vertising manager, declared: "Tele- vision will play a very important part in our plans this year. This season, we have the most extensive schedule of commercials in our his- tory — delivering more than half a billion sales messages to adult viewers." Programs involved are the Sun- day Night Movie, Trailmaster and Ron Cochran's Evening News Re- port, all on ABC-TV. An element of humor has been injected into two of U.S. Plywood's paneling commercials on Sunday Night Movie with the appearance of Victor Borge. The spots were prepared by Kenyon & Eckhardt. Borge an element of humor Other commercials spotlight the company's line of adhesives and preservatives, Thompson said. He added that one of the adhesive spots features a unique "gimmick" — a tube of Weldwood adhesive ce- mented to an airplane propeller so firmly that it holds even after tre- mendous centrifugal force causes the tube itself to explode. Supporting advertising will in- clude consumer and trade maga- zines, trade shows and permanent exhibits at the World's Fair and other locations. Which Medium Do You Prefer? New York — The majority of congressmen cast their votes in fa- vor of broadcast as opposed to news- paper space, says John Lindsay, Republican representative from New York's "silk stocking" district. "Most congressmen, if my many discussions with them mean any- thing," declared Lindsay, "prefer coverage on radio and tv, where they can put themselves across the way they want to. Newspapers leave the politician at the mercy of the writer who gives his own interpreta- tion." Lindsay's observations were made at a panel discussion staged by CASSU (Communications Alumni Society of Syracuse University) which included Gabe Pressman, NBC News; Edward Costikyan, chairman of the New York Demo- cratic Committee, and Tom O'Hara, political editor for the New York Herald Tribune. Costikyan felt that spot announce- ments on television were more help- ful than newspaper stories for get- ting across an idea. "People read headlines and little more," he said. "You have to tell your story in head- lines. Short spots are much more effective." Costikyan added that spots also force the politician to compress his material and are more powerful than a long speech on tv. For his part, Gabe Pressman ar- gued that news coverage was more effective than any commercial could be. "People tend to doubt a paid announcement," he said, "whether it be for cereal, soap, or politicians . . . [but] tend to believe news." Fireman, Spare That Spot! Albany, N.Y. — Despite a three-hour fire which gutted its studios, WPTR Radio didn't miss a single commercial. Last week's fire, with damage estimat- ed at $100 thousand, broke out early in the morning and sent the announcer on duty scurrying to makeshift studios in the transmit- ter building a mile away while WPTR mobile units covered the blaze. Perry Samuels, manager of the station, said that much of the recorded material was saved and that there were duplicates of many spots at the transmitter. Also, a hurried phone call was made to Robert E. Eastmen, the station's rep in New York, ask- ing clients to send additional copy. The fire destroyed the second floor of WPTR's main building, including studios and the entire sales department as well as other offices. Westclox Pegs Broadcast Schedule to Time Change New York — Capitalizing on the public awareness of clocks during a time change, the Westclox Div. of General Time Corp. will stage a short, concentrated campaign on NBC Radio and Television when standard time becomes effective in many parts of the country. Westclox made a similar purchase on NBC when daylight savings time went into effect last April. Schedule includes participations in the Today program and To- night Show Starring Johnny Carson Oct. 23 on tv, and News of the World, Emphasis and Monitor on radio for a five-day period beginning Oct. 21. Commenting on the buy, Robert L. Shaw, Westclox vice president for marketing, said that the "ex- tremely gratifying results of the Westclox spring buy had far-reach- ing effects in the clock industry." As a result, he said that the new buy, part of the "Westclox gift time" promotion campaign, "would pay high dividends for launching the fall-Christmas program. 18 SPONSOR The word's getting around (Busy men stay at Sheraton) a Split-second reservations — confirnned on-the-spot by our electronic computer. (Insured Reservations at a Guaranteed Rate.) It We park your car for you free. C Distinguished address-you're proud to invite business associates to Sheraton. Handy, too. d Speedy check-in and check-out. e Stenographers, typewriters, messengers — the nn in ute you need them, f Superb food, prompt attentive service in famous specialty restaurants, g And, at night, slow down, unwind, with a good night's sleep in a quiet, comfortable, air-conditioned room. 95 Sheraton Hotels & Motor Inns FOR INSURED RESERVATIONS AT ANY SHERATON ANYWHERE - CALL YOUR NEAREST SHERATON HOTEL OR RESERVATION OFFICE COAST TO COAST IN THE U. S., IN HAWAII, CANADA, JAMAICA, PUERTO RICO, VENEZUELA, NASSAU, MEXICO, ISRAEL. Sheraton shares are listed on the New York Stock Exchange. Diners' Club card honored for all hotel services. October 12, 1964 19 SPONTSOR -WEEK NAB To Tell Radio Code Story Locally via New Information Kit Washington — An information kit designed to aid subscribing sta- tions in telling the Radio Code story to local advertisers, agencies, community leaders and the gen- eral public has been mailed to more than 2000 stations. The kit, as prepared by the NAB, is similar to one sent Television Code subscribers earlier this year and contains, among other things, a direct mail promotion piece, "Our Business Is Atmosphere," explain- ing to advertisers and agencies why a Code station is a good buy. The piece points out that Code stations, by virtue of their membership, have high standards of advertising and programing which are intended to Embassy Reports Booming Business in Syndication New York— Embassy Pictures Corp. reports a banner year in tv syndication. E. Jonny Graff, vice president of Embassy's tv division, reports that the original 35 feature films with which the company en- tered tv distribution are now being aired on 92 stations. A year ago, after 10 months in the syndication field, 74 markets had purchased feature films. In addition, Graff pointed out that the "Sons of Hercules" spectac- ulars have been sold to 66 stations and Embassy's newest group of ac- tion features, "Adventure 26," has been sold in 41 markets. Also, a newly acquired cartoon series, "Do- do— the Kid from Outer Space" has been sold to the five RKO General stations. Graff added that more than 75 percent of the Embassy product is in color, which he calls a decided plus. Graff further noted that revenue from Embassy's sales has totaled over $6 million, justifying the com- pany's "continued investment in var- ious pre-production deals of new product for 1965-66." Code cover girl . . . "atmosphere of response" win the listener's respect, confidence and attention. "This places your ad- vertising in an atmosphere of re- sponse," it tells the advertisers. Other material in the kit includes "The Radio Code Story," a booklet explaining features of the Code and what it is seeking to accomplish; a second direct mail promotion piece explaining to community leaders what the Radio Code does and who it serves; a suggested on-air edi- torial; a series of on-air promotion spots; a lapel insignia; a series of three small-space ads for local news- paper insertion; sheets of Radio Code seals. Trade Association Head Sees Rise in Tv Exports New York — A 15 to 20 percent boost in the export of U.S. televi- sion properties overseas in 1964 was predicted by John G. McCarthy, president of the Television Program Export Assn. at a special meeting of the organization's board of di- rectors last week. McCarthy added that he expected the pattern of in- creased business would carry through 1965. For its part, the board unani- mously voted to extend the contract of its president and reaffirmed its conviction that such a trade associ- ation in the tv program export field is a "vital necessity." Pointing to results obtained over the past five years in Japan, Austra- lia, Argentina, Brazil, Finland, West Germany and many other markets involving dollar ceilings, quotas, price restrictions, buying cartels, threats of compulsory dubbing legis- lation and threatened confiscatory tax measures, the board also dis- cussed problems outstanding in the United Kingdom, Continental Eu- rope, Canada and Latin America. The agendas of future meetings of TBEA will include quotas, cur- rency problems, credit difficulties, the increased use of the U.S. tv product and the development of competitive commercial television in large areas of the world. Pittsburgh's Commercial Tv Stations Join with ETV in Educational Shows Pittsburgh — Following on the heels of FCC chairman William E. Henry's call for stepped-up support of ETV by commercial broadcasters (see Sponsor, Oct. 5, p. 19), the Pittsburgh Board of Education has just revealed a cooperative venture between the city's three commercial tv stations and its educational out- let. Aimed at informing the public on what Dr. Sidney P. Marland, Jr., superintendent of schools, calls the city's "educational ferment," the four stations have agreed to produce two half-hour shows each to be aired in prime time. Each commercial sta- tion will telecast its own shows and then make them available for re- broadcast on the ETV outlet in Pittsburgh. The initial program will show how effective the manpower and training program, aimed at retraining old- er workers, has been in the city. The cooperative venture is an outgrowth of a series of 15-minute shows aired on WlIC from February through June of last year. The other two Pittsburgh stations joining in this year's effort are KDKA and WTAE. 20 SPONSOR B&B Executives Call for Multi-Market Tests Stanton, Appel hit two-market testing as unreliable; see need to overcome "idiosyncratic market behavior" New York — Radio, tv. newspa- per— how can an advertiser and his agency best determine which media to use for a given product and in what combinations? According to a study by Benton & Bowles, Inc., muiti-niarl/., •e^' PROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVERTISING Why all the clamor over ratings? Mounting confusion is the key term for the flood of communiques emanating from the tv networks on who's leading in the early ratings. It's a sort of dervish dance that's come to be expected at this time of the year. Amid the pointing with pride and counter-claims, the ex- perts on Madison Avenue— who do the program picking and buying — bemusingly pose this query: who are the networks trying to im- press? If it's the viewer through newspaper tv columns, that's one thing. If it's adver- tisers and agencies, the networks ought to real- ize by this time they're just whirling up a mis- directed storm. The cognizant remain unmoved until the shifting returns settle down in the first or even second NTI. The Madison Avenue ex- perts are also fully aware of the fact that the national election campaign further compounds the confusion. They take into account that there may be wholesale preemptions by local stations of nighttime network shows for local or regional candidates. Also that because of this, network shows on a delay schedule may suffer extended delays. Therefore the tendency among the vet- eran Madison Avenueites and their equally know- ledgeable ad managers is to take the network alarums with a shakerful of salt and soberly await the ratings that truly reveal the shape of things that are. Planned discounts need overhauling? There's a school of station rep executives who hold to the thesis that nothing in air media dies harder than a selling tool that has outlived its usefulness. What they're referring to in particular are the plans that now are as stuck to spot tv as barnacles to a boat. The nub of this con- tention by rep executives is that the plan type of rate card is obsolete. The time has come, they say, for stations along with reps to review and analyze this motley collection of plans. The objec- tive: to evolve a workable and modernized rate card. The streamlined rate card, they say, should have two main objectives: ( 1 ) reduce substantial- ly the amount of paperwork and bookkeeping for agencies, reps and stations. (2) put spot tv in a more effective position to compete against net- work. The idea of the spot plan had a simple genesis. In the early '50s stations found daytime tv hard to sell, and so, with the aid of their reps, they conceived the plan rate, principally the 5 plan and the 10 plan. Each was predicated on a lure: if so many daytime spots were bought, sev- eral choice prime nighttime spots would be made available at a combined discount. The plan con- cept, conceived, as it were, in "poverty," grew like Topsy. Now, in an era of "plenty," spot ap- pears caught in a web of planned discounts that may — in the busy times of the year — be reducing dollars and business, especially for top stations in top markets. One reform suggested, if only as a face-saver: give advertisers an opportunity to get the end rate faster without reducing the open rate. Among the spot plans now available: the Selec- tive Plan; the Preemptible Plan; the CWD Plan; the Annual Plan; the Single Product Plan; the Uni-Card Plan. It takes a hardy timebuyer, with the patience of Job and the mind of a Philadel- phia lawyer, to keep up with the succession of p'ans and apply them in proper perspective. New record for tv network sales Tv network sales broke an all-time record for a September, according to figures compiled by NBC Corporate Planning. The estimate for a month's achievement in sponsored hours for the combined three networks is always based by Corporate Planning on the count for the first week of the month. The week ending Sept. 6 showed a total sponsorship of 169 hours and 27 minutes, compared to 166 hours and 23 minutes for the like week of 1963. The three-net gain was due to more hours of sponsorship at night and in daytime. Nighttime sponsorship went up 3.5 hours; daytime, including Today, provided an increase of 5.5 hours; weekends took a drop of 6 hours. Colgate likes radio for market tests Colgate's renewed romance with spot radio is getting torrid in one respect: use of the medium in test marketing canpaigns. Latest moves in that direction: ( 1) Spree, a dishwashing detergent pow- der on the West Coast; (2) another deodorant soap, tentatively labeled Palmolive Gold, around the Midwest. Evidently, Colgate regards radio as a ■CONTINUED ON NEXT PAGE- October 12, 1964 25 PROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVERTISING handy tool for selling bar soaps. It's been buying a lot of the medium for Palmolivc. An after- thought: you never can tell, but the time may not be far off when the package goods giants will be talking about pet test radio markets as they do with test television markets. Pepperidge Farm: radio tradition Pepperidge Farm is keeping up its penchant for running spot radio campaigns of a more or less intensive type before national holidays that entail family gatherings. The latest campaign: for three weeks before Thanksgiving in major markets throughout the East and Midwest. The account is at Ogilvy, Benson & Mather. Other current action in spot radio: Standard Brands' Royal desserts and puddings, out of Bates; Shul- ton Old Spice, six weeks in October-November; Campbell Soup, via BBDO. Incidentally, BBDO's bid for bonus Saturday spots as a sweetener for getting a Campbell Soup schedule is being ob- served in the breach as well as religiously. A number of stations have received Campbell Soup orders without including any free spots. Fiscal note: the Campbell Soup Co. earned $48 million for the year ending Aug. 2. Contac again in cold remedy market The cold medication sweepstakes' latest cata- lyst is Menley & James' Contac nasal spray, whose first tv commercial made its bow last weekend. As a result of this entry Menley & James' ex- penditure for tv this year is expected to go over the $10 million mark. M&J, which put Contac into drugstores four years ago, is not hiding its light under a bushel basket. It's booming out the fact that it's number one among cold medications. Fighting for second place are American Home Products' Dristan and Schering Corp.'s Cori- cidin. Behind them is Warner-Lambert's Super Anahist. By the way, the ethical houses that have gone in for proprietories in recent years are a little sensitive about having something for colds referred to as a cold remedy. They much prefer the term, "cold medication." They believe it changes the image of the seller — from the Am- ericana peddler on the tailboard to the faith- worthy fellow in the white coat. Group W radio sell gets to London Group W may not know it, but Compton's media chief Frank Kemp has paid it quite a com- pliment. He sent a copy of Group W's latest pitch on radio to the agency's London office. Kemp figured it might become useful should the reports about Britain inaugurating commercial radio materialize. The presentation, among other things, points out that the character identity of the network affiliated station has become pretty much blurred and that an advertiser, by judicious buy- ing of three or four stations in a metro market, can wind up with a solid reach. How 'Bewitched' came to ABC-TV Virtually every season has its anecdote about how a tv network missed out on a program series which turned into a hit on another network. The current instance is Bewitched, so far the big click of the new season. JWT bought the show through Screen Gems for Quaker Oats. The pro- ducer originally looked for location on CBS-TV. James Aubrey was enthusiastic about Bewitched's prospects, but because of other commitments in a period desired by Screen Gems and JWT, Au- brey couldn't accept Quaker Oats as co-sponsor of the show. The next move was to ABC-TV, where a most desirable spot was offered on two condi- tions: (1) Chevrolet become a co-sponsor and (2) ABC-TV become the licensee. Quaker agreed to either requirement, but with the understanding that Bewitched would never be moved out of the Thursday 9-9:30 p.m. period. P.S.: Chevrolet has had the spot for years and ABC-TV was sort of obligated to give the automotive first choice of any program put into it this season. Humble resumes spot radio Humble Oil (it's Esso in most markets) will embark Oct. 23 on a spot radio campaign which in geographical and schedule scope approximately matches the company's buy during this past sum- mer. The accent's still on weekends. However, the West Coast, for some undisclosed reason, is not included. Many oldtime sellers may find of equal interest the fact Curt Peterson, who'd been identified with the media buying of Esso since 26 SPONSOR 1930 (when the brand's agency was Marschalk & Pratt) has just been retired by McCann-Erick- son, Humble's agency. For all anybody knows, Peterson may — over the 34 years — have achieved this record: the man who (more than any other) spent the largest accumulative total for a single brand in air media. Peterson did much traveling among stations, and with reps he ranked tops in air media knowledgeability and tractability. Farm director's latest menace As if farm directors weren't having a tough enough time preventing their ranks from further decimation, along comes FC&B Chicago with a test on transcribed commercials for farm radio. The implication of the test, done with client In- ternational Harvester in mind: maybe the re- corded voice of some stranger to farmers in the area may be as effective, if not more so, as the local station's long familiar farm director. To farm directors this "awareness" study can't help but suggest a form of "lese majesty." The farm director is identified as much with the delivery of his sponsors' messages as his daily recital of valuable information, news and tips for the farm- ing and dairying brethren. The farm directors' as- sociation is down to between 200 and 250 mem- bers. One seller of farm radio last week suggested one way that the transcribed commercial for farm radio might be countered, if it shows signs of becoming a trend — the association could help farm directors brush up on their selling technique. What's to fear? Those recorded commercials might find themselves in spots outside the farm directors' ken. P&G Sets Dec. 12 blitz on CBS-TV P&G has another one of those one-night blitzes coming up Saturday, Dec. 12. This one is on CBS-TV. The Cincinnati giant prefers to have these occasions referred to as "special pro- motion," as it did several years ago when it unveiled the Crest endorsement by the American Dental Assn. Being kept under close wraps is the product to benefit from the Dec. 12 "spe- cial promotion." P&G on that night will have a total of 13 commercial minutes, out of net- work's entire allotment of 21 commercial min- utes. P&G is a regular sponsor of Saturday's Gilligan's Island, Mr. Broadway and Gummoke. On an alternate week P&G is entitled to a total of eight minutes on these three shows. This is to accmmodate the blitz on the Jackie Glea- son Show, on which it is not a regular spon- sor SRA: maybe two timebuyer awards? This is around the time that a committee of the Station Representatives Assn. sits down to pick a Timebuyer of the Year. Well, some sellers of spot radio think that the SRA's annual ritual could stand a little expansion. Instead of one Timebuyer of the Year, there might be two Time- buyers of the Year. In other words, give separate recognitions to a tv buyer and a radio buyer. The point these radio sellers raise: supposing the buyer picked for the award has no connection with radio whatever. Couldn't that be considered a case of slighting the older medium? The same hypothesis could be put the other way. Hence to be fair all around, why not honor a craftsman, or craftswoman, in each medium? Sarnoff: back to personal commentary Tv editors and columnists across the land can be assured that NBC's Robert Sarnoff hasn't totally abandoned the practice of keeping in touch with them by circular letter. He hasn't got one out to them since Sept. 25, 1963. But this is another programing season, new issues and introspections are afloat, and, as Sponsor Scope learned upon inquiry, Sarnoff plans to resume his correspon- dence with the medium's chroniclers and critics shortly. Tv football: two rating facets Buyers of network tv football will likely focus much of their rating attention this season on the NTI reports showing what happens on the days when the AFL games are pitted against NFL doubleheaders. Another sidelight that'll tickle their interest: the ratings that the two Saturday afternoon (Dec. 5 and 12) NFL games will rack up compared to the top ratings achieved by this ^CONTINUED ON NEXT PAGE October 12, 1964 27 PROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVERTISING season's NCAA football events. To get a measure of how tv football has fared over the past three seasons, Sponsor Scope asked Nielsen for a three-team comparison in terms of homes and audience composition. Following is that compari- son, based on the tune-in per average minute: NCAA Ratings % Homes Women Men Teens Children Ratings % Homes Women Men Teens Children Ratings % Homes Women Men Teens Children AFL NFL 1960 1963 11.7 13.0 5,290,000 6,670,000 2,520,000 3,140,000 4,500,000 5,610,000 1,080,000 1,120,000 900,030 1 ,350,000 1960 1963 5.9 7.6 2,670,000 3,880,000 1,550,000 1 ,760,000 2,400,000 3,580,000 430,000 1 ,860,000 750,000 360,000 1960 1963 4.1 17.1 1 ,850,000 8,770,000 930,000 4,040,000 1,570,000 8,070,000 590,000 740,000 400,000 1,550,000 Note: During the 1963 season the NFL and the AFL competed against each other on the air for a total of 27 quarter-hours. What they're saying is next for Y&R It's just a topic of conversation among Madi- son Avenue agency managements, but recent moves in shoring up the agency's upper echelon structure give this reported coming development an air of substance: another switch-around at the top within Y&R. The reported executive blue- print in the making: (1) chairman George Grib- bin, who's "got it made" in every respect at 58, lessening the responsibility burden by going semi- retirement on a consultant basis, (2) Ed Bend, now president and ranked as one of the ace busi- ness minds in the agency field, moving from pres- ident to board chairman, (3) Joe Wilkerson, gregarious and a whiz on account service, step- ping up the ladder from executive vice president and chairman of the executive committee on all accounts to the presidency. One thing that might be said about Y&R: it's got more executive strength in depth in the upper regions than it's had since the days of Ray Rubicam, Lou Brock- away, Chet LaRoche and Harry Harding. P.l.'s about reached dodo stage Every now and then Sponsor's readers service gets an inquiry for published material dealing with stations that take P.i. (per inquiry) business. Here is news for those merchandisers who would prefer to gamble on mail returns in lieu of rate card. P.I. in air media has become about as much of an anachronism as the studio lined with monk's cloth. There may be some stations ac- cepting P.I. business in the traditional sense, but finding them, interested P.I. pursuers will admit, is almost as tough as getting a second order from a disgrunded customer. The reasons for the almost complete demise of P.I. might be reduced to three: (1) the fabulous comeback of radio since the faltering fifties when P.I. was quite rampant, (2) the inroads of barter on sta- tion "surplus" time, (3) the frequent discontent with the merchandise offered by the P.I. mail- order operators. A corollary reason, but not of much consequence: stations and P.I. merchants were never certain as to who was doing whom. Snuff in area media not enough Time was when spot radio could each year pick up a couple of flights among several of the snuff brands. One in the spring and the other in the fall. That tradition, like many others, has passed to tv. But the difference noted in the transition: the schedules are pretty well confined to metro sections — both North and South — where there are industrial plants that bar smoking. In the old radio days snuff campaigns were focused largely on the back country — in the hills and down along the deltas. Snuff's chief market- ing characteristic, with perhaps only two brand exceptions, is that it reflects regional tastes. The two exceptions are Brown & Williamson's Tube Rose, which can be counted on for six weeks a year out of Bates, and U.S. Tobacco's Copen- hagen (DCSS), which splits its annual 10 weeks of tv into two flights. The king pin of the prod- uct is the American Snuff Co., an old line Mem- phis firm that apparently feels that with the exotic names its brands bear the market needs no occasional jogging up via air media. A sample of American Snuff's brands: Bull of the Woods, Black Maria, Dental & Peach, Red Coon, Big Bear. 28 SPONSOR "A THOUSAND DAYS" A Tribute to John Fitzgerald Kennedy THIS OUTSTANDING DAVID L. WOUPER PRODUCTION, ORIGINALLY SHOWN AT THE DEMOCRATIC CONVENTION, IS NOW AVAILABLE TO TELEVISION STATIONS THROUGHOUT AMERICA All Proceeds to John F. Kennedy Library CONTACT: WOLPER TELEVISION SALES INC. 555 Madison Avenue, Neiv York , N. Y. 10022 Telephone: HA 1-5322 October 12, 1964 29 ■''•. >r W Once... could be a fluke. Twice... another fluke? ilu ^""-^ ^ ^ Seven times... just can't be flukes! There must be a catch to it. Seven times — in seven major cities — media buyers were asked which local radio stations they chose for the bulk of their buying." In New York, Chicago, Boston, Philadelphia, St. Louis, San Francisco and Los Angeles they chose the CBS Owned radio station as one of the top three. Why? Because they're in familiar waters. They listen to their local stations. They know which ones provide a talk-and-information format. That's the setting they find particularly effective for their commercials. They talk to people around town. They know which local stations are respected for interesting, entertaining, responsible pro- gramming. In all seven cases, for format, for reputation, they chose the CBS Owned radio station. And they put their money where their choice is. They're hooked. THE CBS OWNED RADIO STATIONS WCBS New York, WBBM Chicago, WEEI Boston, WCAU Philadelphia, KMOX St. Louis, KNX Los Angeles, KCBS San Francisco Represented by CBS Radio Spot Sales ^Source: Study by Charles Harriman Smith/Associates, Inc. Available on request. £ iponsor OCTOBER 12, 1964 with a payoff Contests not only repay sponsors with dramatic public response, but also spur dealer interest and supercharge company advertising; and broadcast media play their part ■ The advertising vehicle known as a contest doesn't mean a thing all by itself. But like a good mar- riage, it becomes productive with the right pairing. Traditionally, con- tests have been mated with print. But the newest trend — and a great- Service station promotion for Humble Oil's "Happy Motoring" spectacular was enforced with spots on 400 radio stations and more than 22 tv news programs. er stature for contests — is begin- ning to emerge with their increased use on broadcast media. Actually, most companies that have conducted contests like them because, properly planned, a good contest creates excitement, invigor- .O0O?()OO PRIilES & GIFTS October 12, 1964 31 ates commercial messages, bolsters sales, leaves a meaningful wake and might even be brought in at low cost. That's as true on radio and tv as in print, for often a contest can be conducted without added media expense. And combining radio or tv commercials with a contest is, like the game of Polish Bank, a mat- ter of give and take: The commer- cials create interest in the contest. The contest creates interest in the commercials. True, you can't provide a coupon on the air for the consumer to clip and fill out. But you can tell him where to get the coupon. And you can have him mail it to a coded address that will tell you which ad- vertising medium has elicited his re- sponse. So say the experts. And they in- clude radio-tv sponsors who're not only wise to marketplace maneu- vers but have actually used radio and tv for contests — and vice ver- sa. One of their number sums up their thinking: "A good contest at- tracts attention to your advertising; in effect, it advertises your advertis- ing." Contests have been conducted in recent months by, among others: Alberto-Culver (Command), Borg- Warner (Norge), General Electric, General Foods, Kimberly-Clark, Kraft (jellies, preserves), 3M Co., Mazola margarine, Procter & Gam- ble (Prell), Purex (Trend, Dutch cleanser, Sweetheart soap), Sealy mattress, Sinclair Refining, Socony- Mobil, Tetley Tea, The Toni Co., Westinghouse. Others have specifically been on the air, including those for Mr. Clean, Chesterfield King and L&M cigarets. Minute Maid's Orange De- light, Humble Oil, Coca-Cola, Pep- si-Cola, Skippy peanut butter, Du- Pont's Zerex — to name a few. Print media have traditionally been home-base for contests, and the printed rules (usually a maze of minute type) prove to be among the "best read" sections of the pub- lications. But print shows dangerous signs of becoming contest-infested. The May issue of one woman's mag- azine alone announced four new contests, for instance, and each one was a whopper. Thus (and with greater market- ing wisdom), advertisers are learn- ing that you don't have to commit every contest to print. Sometimes it's better — and more inciting to action — to tell about your contest with all the enthusiasm of the human voice. Following such logic. Tide- water Oil has led the way by con- ducting contests via radio only. "Sweepstakes," says Richard J. Stiefvater, Tidewater's sales pro- motion coordinator, "really lend themselves to radio because there's so much to talk about." A radio veteran, Tidewater stayed with its standard schedules to pro- mote their "Paris Holiday Sweep- stakes" a year ago, bolstered the contest with pertinent point-of-pur- chase material but not extra media. Their initial objective — to build customer traffic — was easy to attain simply by requiring entrants to de- posit entry blanks at Tidewater sta- tions. (Station-owners liked the con- test because they didn't have any- thing extra to buy, as occurs in free glassware and other giveaways.) Results proved "highly success- ful," a statement Tidewater under- lined by sponsoring another con- test this year. This time, they're offering two sets of travel prizes — one for the East and one for the West, their two major distribution areas. Again, radio is the medium. Explains Stiefvater, "As a petro- leum company, we're not averse to reaching drivers, especially at the wheel." Tidewater's agency is Grey Advertising. Quarry and lure Who enters contests? The average entrant is young (75 percent are between 25 and 45 years old) and a married woman with two children. Roughly two- thirds of their families own their own homes, have an automobile Win^25,000cashinthe*250,000 Jell-0 Mold-of-Gold Sweepstakes If you're lucky, you'll win the '25.000 first prize. General Foods' current contest is Jell-O sweepstakes with first prize $25,000 — value of 40-pound gold-filled dessert mold. Station forfeits $350 for advertising lottery A Mississippi radio station has, in effect, been fined $50 by the FCC for broadcasting an advertisement involving a lottery. Technically, a lottery is any lucky drawing in which consideration is required of entrants. In this case, a car dealer allegedly required entrants to purchase an automobile in order to be eligible for a $100 cash jackpot. He advertised on radio with copy that in part said: ". . . Remember, if you buy one of these sale-priced cars this month during the big spring sale you will get a chance at the $100 jackpot drawing . . ." The station involved asserted to the FCC that it was not station policy to advertise lotteries and that such advertising had been re- fused in the past. Further, it stated that the salesman who took the order was not aware that it involved a lottery and that subsequent staff meetings have been held to prevent a recurrence. Nevertheless, the FCC, sitting en banc, retorted, "We find your explanation insufficient to relieve you of liability." Station involved is WXTN Lexington, owned by Holmes County Broadcasting Co. 32 SPONSOR Oklahoma housewife, a winner in Pepsi's "Shopping Spree," sprints down aisle for prize. (25 percent also have a second car) and their median income lies between $5 and $8 thousand. In short, they have most character- istics of the ideal customer that marketing men dream of wooing. And what lures these people- with-pocketbooks (and substantial possessions) into the give-away world of contests? Excitement. "Excitement is the basic sub- stance of contests," says Cy Drad- dy. As president of D. L. Blair Corp., a bright new contest-manage- ment firm that, in its short four- year existence, has already dreamed up some of the record-breakers, he knows. Sure, he admits, you can build contest excitement without radio or tv. "But it's a lot better if you've got 'em." He feels tv "breathes life" into contest prizes, converting them from dream-world unattain- ables into practical, real-life goals. And radio, he affirms, "provides better control" so that the adver- tiser can lob his contest right into the exact market-target. Says Drad- dy cautiously, "Other media can cross lines." Given figures for both radio and tv to promote a contest, Draddy contends he "can almost predict the response." An important point, however, is to wrap up all components of a contest and tie them into one bun- dle so that title, theme, prizes and Tidewater dealer Charles Brackeft and wife, trade winners of "Win-A-Fling" trip, are congratu- lated by service station merchandiser James Berner as customer (background) prepares an entry. October 12, 1964 CODE AND CONTESTS Section IV, paragraphs 22, 26 and 27 of the NAB Tele- vision Code pertain to con- tests. In brief, they forbid collusion between tv con- testants and sponsors, on- air lotteries and "any tele- casting designed to 'buy' the audience by requiring it to watch in hopes of a re- ward . . ." 33 marketing objectives are interre- lated. For example, people with cam- on tlagcd lucky numbers in a recent "Instant Sweepstakes" for Armour's Dial soap could find out at once if they were winners by taking their coupons to the sink and washing off the water-solvent ink — a prime situation for also trying Dial soap. Shot in the arm In short, then, a good contest sells an idea as well as a product. And, like a doctor's innoculation, it can have important results, pro- viding the right serum is used. Says one advertising manager who exacts anonymity as the price for his frankness: "What I — and others like me — predicted a long time ago has come to pass. Although we're spending an awful lot of money on tv, we're not identified any- more with the programs we spon- sor. How can we be? There are too many other sponsors in there sharing the same program with us! A participation in tv has become like an insert in a magazine — it stands alone, without any help whatsoever from the vehicle that carries it. Unless, of course, you can figure out a way of interrelat- ing the two or drawing extra atten- tion to them." And that's where contests come in. Consider these tv examples: Clairol, /«c. recently ran a sweep- stakes directly related to their tv advertising. In fact, it was called "ClairoFs daytime television sweep- stakes" and its purpose was to make beauty salon owners aware of the gigantic tv effort Clairol makes on their behalf. "We figured," says a spokesman for the Clairol agency, Foote, Cone & Belding, "that women sitting under hair dryers with nothing to do might just as well give Clairol some thought." So they were asked to match identifying captions with Clairol's daytime television shows. Entrants were offered $5000 in cash as first prize to buy their fav- orite dream: "Win whatever prize comes into yoin- head." The myriads of replies, which "ran all over the lot," proved that the girls were in there trying. Fittingly, winners were announced on daytime television. Fritos corn chips, through Dan- cer-Fitzgerald-Sample, used a con- test to emphasize their association with Mr. Novak the NBC-TV nighttimer in which they were a participating sponsor. The sweep- stakes was called "Find Mr. Novak," featured Novak-star James Francis- cus in advertising and utilized point-of-purchase material that toed the same theme-line. First prize was a three-week coast-to-coast tour for four people. Several months after the end of the competition, Frito-Lay Corp. conducted surveys to see if the con- test had done its job. This time, they were the most-cited sponsor of Mr. Novak. Mission accom- plished. Liggett & Myers has conducted Tea for tv Tetley uses television contest to increase already large share-of-market in Philadelphia Gimmick mailing went to food trade members to illustrate how easily Tetley tea cartons can be packed up for special store displays. ■ A contest on tv only was Tetley Tea's answer to an unusual market- ing problem. The problem: How to increase sales in Philadelphia when you al- ready have a gigantic 32 percent share of that market? Tetley and its agency, Ogilvy, Benson & Mather, took their prob- lem to the people, and did so via tv — plus a meticulously developed merchandising-contest scheme. Here's how it worked: Media selection, as noted, re- stricted activity to video only. The agency placed "an extensive number of spots" on CBS-owned WCAU- TV Philadelphia and then virtually took over a local, live women's day- time program on the same station, called "Tv 10 Around Town." Pro- gram hostess Nancy Beebe and sta- tion personnel met with local Tetley representatives to help coordinate efforts. For its part, the tea sponsor (a division of Beech-Nut Life Savers, Inc.) determined to promote the contest exclusively on "Tv 10 Around Town" over a four-week period. (That period, incidentally, included a week of Republican Na- tional Convention preemptions.) For her part. Miss Beebe carefully explained contest rules on the air and sometimes even enlisted the help of her guests for the day. (One of them, visiting celebrity Arthur God- frey, commented, "I used to sell that stuff — it's great. And what's more, I want some!" Contest rules were simple — and productive. Housewives were in- vited to enter lucky drawings by sending in either a Tetley label or facsimile. And every entrant won something, for each received a hand- some iced tea spoon. Every week, there were drawings for an iced tea set — eight glasses and a matching ice tub, all packed in a portable serving rack. At the end of the four-week promotion, there was a grand-prize drawing for a silver tea service. For its part, the station promo- tion department backed up the con- test with special projects of its own: The total tv schedule was promoted through a mailing to individual Tet- ley salesmen, telling them of the advertiser's efforts on their behalf. 34 SPONSOR 0 112 PRIZES M FREE FOOD SWEEPSTAKES | SPECIAL Purex Corp. recently completed sweep- stakes for Trend, Dutch cleanser. Sweetheart soap of- fering six years worth of free groceries. two giveaways in as many years, one for L & M cigarets (for which winners were announced on CBS- TV's Gunsmoke) and most recently for Chesterfield Kings. Both were conducted without extra media costs because Liggett & Myers were able merely to switch commercials in their regular broadcast schedules. The company feels, a spokeman says, that the most successful con- tests achieve lasting results by al- ways establishing something new, always trying to establish an idea. "You've got to leave something be- hind in the wake of a contest, other- wise you just get temporary results." Liggett & Myers ought to know. As a related follow-up, telegrams were sent to the local food trade, alerting them, too, to the contest and proposing that they put in extra stocks to meet the expected demand. In addition, a gimmick mailing went out to the food trade — a man's trav- el kit packed full of Tetley tea pack- ages, thus illustrating the product's manageability for store displays. The immediate result was that the station very quickly received more than 6500 entries for the Tetley contest — considered a strong re- sponse. Tetley's agency liked the gimmick mailing so well that it re- quested extra samples for distribu- tion in other markets. And Tetley sales representatives in nearby areas were able to conduct corollary con- tests of their own, bringing in win- ners for an appearance on "Tv 10 Around Town." Most important of all, however, retailers responded, set up special Tetley promotions on their shelves and increased their orders — a com- bined effort that nudged Tetley's share-of-the-market up apprecia- bly. ♦ Hostess Nancy Beebe draws a weekly winner on her show carried by WCAU-TV Philadelphia. Arthur Godfrey, (center), like other guests, joined right in on Tetley Tea commercials. Their L & M cigarct sweepstakes broke all previous records with 13.8 million entries, a record that's still number 2 in the contest world. Humble Oil & Refining used something like 400 radio stations in 150 markets, 16 tv stations in 1 1 markets and 22 different news programs on television, plus other media, to promote its "Happy Motoring" travel spectacular in 1962. Purpose: to tell motorists that Humble had become a coast-to- coast distributor through its 30,000 service stations. The contest pulled "way, way be- yond expectations" — a million en- tries in the first two weeks, a figure that quadrupled before all was over. Delighted, Humble ran a similarly expansive contest again last year, used similar media support, won similar results. Coca-Cola's Minute Maid Co., through McCann-Erickson, is launching a "Bushel of Bucks" pro- motion via CBS television, plus sup- plements. For Orange Delight break- fast drink, it features 60-second commercials on four daytime net- work shows; Password, Secret Storm, Love of Life and Pete and Gladys. Promotion started in July, will run until November. Agency: McCann-Erickson. Marketing objective is a double- header: to get consumers to buy more of the 12-oz. size container and to gain wider distribution for same size among market operators. Interesting facet is that, while trade response is the obvious core of the project, a consumer medium — net- work tv — is the major medium for reaching the target. Best Foods' Skippy peanut but- ter contest was the subject of sev- eral participations both on Walter Cronkite and The Flintstones in late spring. Agency: Guild, Bascom & Bonfigli. What makes a good contest? The strong components of any good advertising, says Cy Draddy. The four critical planning areas, however, are: (1) the kind of con- te*;f, (2) its prizes; (3) legal prob- lem';, and (4) duration. Kind of contest The form any contest takes should hew closely to the company's rea- son for holding it in the first place. There's seldom just a single objec- October 12, 1964 35 tivc, Draddy explains, unless you want to resort to the very general final goal — to move goods. "Be- yond that," he says, "all objectives are a series of objectives." Some of the more prevalent ones: to introduce a new product, to trum- pet an "old" product that's newly improved or revised, to open new markets or increase distribution, to counteract strong competition, to build an active consumer interest in a specific ad campaign, to pro- vide salesmen with a door-opener, to win greater display or supermar- ket shelf space, to heighten corpo- rate prestige, perhaps even to com- memorate a product or company anniversary. An interesting story of objectives Minute Maid used tv spots for contest . . . lies in the Champion Spark Plug promotion of several years ago. They'd had the idea of holding a contest several years before they ever undertook it, waiting until they felt the contest would coincide with their market needs — and, of course, deliver expected results. So says R.D. Kudner, Champion's advertis- ing manager. In 1962, both advertiser and ''■^i¥^- saying viewers had "nothing to buy . . ." agency (J. Walter Thompson of Dj- troit) figured the time was ripe. Champion wanted to perk up dealer interest in their line. The idea was to get consumers to ask dealers about Champion spark plugs — "to clear the way for any conversation between them." So they keyed their contest to the consumer, but offered a duplicate series of prizes to deal- ers, too. In this corner: ■ Who are the people that enter contests? From the advertising point of view, they're just about the pick of the crop — multi-childrened, urban- living, home-and-car-owning young marrieds that comprise a high stra- tum of the buying public. That's the report of Martin J. Landis, executive vice president (and the "L") of D. L. Blair, con- test-planning firm. (The "D" of D. L. Blair is Cy Draddy — see adjacent article. The Blair is "just something we thought of.") Landis recently revealed results of a survey their firm has taken of nearly 2400 at- random individuals who'd actually entered either a contest or sweep- stake. About 25 percent had entered two or three contests during the pre- vious year, and a comparable num- ber had been entering them for 10- 15 years. If contests represent day- dreams, these people were trying repeatedly to make them come true. And they reported submitting from two to five entries for each com- petition. Of the total sample, 1220 people had entered contests (84 percent of whom were women) and 1170 had entered sweepstakes (53.4 percent women). Although the ladies clear- ly led the way, note that there was a beefy 46.6 percent of men among the sweepstake entrants. Divided into those who had en- tered contests (skill) vs. those who had entered sweepstakes (chance), they proved to have differing — and firm — attitudes about the two for- mats. In particular, the contest group had a strong tendency to shy away from anything that smacked of gambling. And since nearly half the sweep- stake group was composed of men (with only a slight 16 percent of males entering contests), it seemed clear that the boys were more will- ing to take a chance — "draw the lucky number and let it go at that." Both groups corroborated their attitudes when it came to matching word associations. Contest entrants, for example, were clearly disposed towards show- ing skills and making an effort. They much preferred composing a jingle to letting the outcome depend on a risky drawing. In matching phrases, they linked together words like "jingle" with "requires intelligence" and "high chance of winning." But asked about sweepstakes, these same people picked words like "gambling" and "is morally wrong." Nevertheless, they had their practical point of view, too. Asked to cite an "excellent"' promotion form, the greatest number of these contest entrants — 35 percent — m. chose sweepstakes, even over such alternatives as 25-word statements (24.6 percent), jingles (23.3 per- cent) or word games (10.1 per- cent). Sweepstake entrants showed greater loyalty to the format they had participated in. They reported that they liked games of chance. They said, yes, they'd take the trouble to mail in a box top — or even to obtain their entry form at a store. But they doubted they'd ask for the form if it weren't on dis- play and easily accessible. And they appeared pretty determined not to solve any puzzles, do any verse- writing or, certainly, to sit down and complete in 25 words a statement 36 SPONSOR f%«ffffwci-rE !n order to win $25,000 first prize . . . 'it was like an iceberg," Kudner i explains, "because the part that showed pertained to the consumer. But below the surface was a sub- stantial involvement of dealers and I wholesalers — invisible, but never- theless the major part." The idea really worked. So well, in fact, that Champion followed through with another con- test in 1963, this one intended really on behalf of Orange Delight breakfast drink. to build consumer traffic. It was timed to coincide with and encour- age a spring spark-plug check. And, lured by substantial prizes, motor- ists were driving in by the thousands. Having won over the dealers first and new customers second, the com- pany's marketing strategy has ad- vanced to attack other goals. But thanks in part to its contestants. Champion has been able to increase that someone else had left unfin- ished. In short, the sweepstakers seemed an easy-going lot. What was notable about them as a group: They're about evenly di- vided (38.5 percent vs. 39.6 per- cent) as to whether the "lucky- drawing" type of sweepstake gives them a low or a high chance of winning. Several meaningful facts emerged from this survey of people who do enter contests: ( 1 ) They seemed to have a strong desire — perhaps a psychic need- — to establish that a contest is not their only reason for using a sponsor's product. This could, of course, be a matter of consumer pride comparable to the now-famous "hot breakfast" quiz. (A group of mothers swore in interviews that they always give their children a hot cereal before sending them off to school. When the children them- selves were later interviewed at school about the hot cereals they preferred, many of them indicated they'd never even heard of the brands their mothers named.) (2) On the other hand, people who enter contests seem willing to cooperate to some degree with the sponsor — maybe even go a little out of their way to do so. For the great- er part, they showed "excellent re- sponse," Landis says, to inquiries relating to product trial and use. For instance, 44.9 percent of the 2400 pepole said they'd "often" try a new product because of a con- test (as opposed to "sometimes," 43.6 percent; or "never," 11.5 per- cent). And as many as 65 percent said they might sometimes continue to use a product rather than a form- erly used brand. Asked about the prizes ihey pre- fer, almost all the entrants — a clean 8 out of 10 — indicated they'd first of all choose cash. When they were later asked what they'd do if they won a tax-free $10,000, many re- plied "pay off debts." "pay off mortgage" or "put money in bank." What would they suggest that contest sponsors do in the future? Widely cited replies were "publish winners' names in advertising," "conduct local contests with many prizes," and "make all prizes tax free." ♦ its spot-radio-only schedule of 1963 to radio and television in 1964 — notably seeking the male audience via such sports coverage as ABC's pro football and Wide World of Sports, plus farm audiences in the top 10 tractor states via special spring-fall promotions. Procter & Gamble's Mr. Clean contest (give him a first name) was devised to reawaken consumer and trade interest in a well-established trademark. General Foods' current Jell-O Mold-of-Gold sweepstakes includes a 7-cent coupon that is clearly in- tended to spur product sampling. Here is their curious problem: Since almost everyone knows and buys Jell-O, the trick is to get housewives to use the Jell-O they already have in their cupboards. A recipe-based contest like the current one can help enormously, while also challenging share-of-market figures with the competition that, instead of cash prizes, is stirring up business with new flavors. Prizes make excitement Prizes must be "significant," Draddy says. That means big enough to kindle the consumer's imagination. Whole conflagrations have been ignited by such recent, dramatic offerings as outright ownership of a tropical island or producing oil well, a gourmet's table-hopping trip around the world. Du Font's latest offer is a radiator filled with Zerex anti-freeze — it's a Rolls-Royce ra- diator with the limousine attached. Imaginative as the first prize must be, its real purpose often is just to create excitement. In the end, the winner who's been spurred to vic- tory by its very opulence may turn it down. In the Champion spark plug con- tests, the lush grand prize was the use of a luxury airliner and its full crew (plus $5000 for spending money) to carry the winner and 11 guests to all places in North Ameri- ca they'd like to visit during a two- week period. Winner of the first Champion contest preferred cash instead, and with it, paid for his own trip to Europe, a new car, a weekend cot- tage. Says a Champion spokesman: "We felt it cruel to insist on the airplane prize. What if the winner didn't like to fly?" Like Champion, October 12, 1964 37 most reputable sponsors offer cash alternatives. Travel — especially a trip to the New York World's Fair — was a major prize in this summer's con- tests, such as General Electric's "Travel in Fashion." But the big prize, far and away the favorite of all, is, of course, cash. A recent Blair survey, according to Executive Vice President Martin Landis, showed that 32 percent of contest entrants prefer a cash award. Runners-up: vacations, 25 percent; merchandise, 24 percent; cars, 17 percent; miscellaneous, 2 percent. Second, third, fourth and all follow-up prizes must also be se- lected with care, however, for many people enter contests only in the hope of winning one of these prizes. Broadcasting again enters the pic- ture here, for radios (especially port- ables) and tv sets (especially color receivers) are highly esteemed prizes. Again, however, merchand- dise is second choice; winners of second, third and other prizes also much prefer a payoff in cash. The Blair survey indicated that even the headline appeal of a con- test can depend upon the way that money is talked about. In general, contestants are more responsive to "Win $25,000 in cash" than to "Enter this $1 million contest!" Legal problems Not unexpectedly, contests are rife with technicalities — for the ad- vertiser as for the contestant. The chief one is that some seven states (Wisconsin and Florida, for example) flatly forbid certain sweep- stakes. Getting promotions through the mail may depend on wording, a matter that's presided over by U.S. Postal authorities. But winning the P.O.'s always-qualified permission to go ahead pays off handsomely. Its standards are sufficiently re- spected in Washington so that other Federal regulatory bodies — such as the FCC — generally add their tacit approval to that of the Post Office Department. Most such matters are easily solved by turning over contest plans and/or management to profession- als in the field. D.L. Blair Corp., Reuben H. Donnelly, and Advertis- ing Distributors of America are considered the Big Three. Other consultants and specialists include Marden-Kane, R.L. Polk, Price Adams, Spotts Corp. Some adver- tising agencies include contest spe- cialists on their staffs. GAMES AND GAME WORDS People in the contest business make exacting distinctions between terms. Although "contest" is a generic term that means any kind of competition in general, in trade jargon it means a competition based on skill — such as completing a sentence in 25 words, com- posing a jingle, solving a series of puzzles. A "sweepstakes," however, is a contest whose winner is de- termined by chance, usually through a lucky drawing. (The modern way to conduct a drawing is electronically, with a computer.) And a "lottery" boils down to a one-word definition — trouble. Federal rulings hold that a lottery occurs whenever "consideration" (any kind of payment or outlay) is coupled with a contest in which the winner is selected by chance (i.e., a sweepstakes). Except in New Hampshire, whose legal code was recently revised to per- mit a state-operated lottery, a lottery's a serious offense. That's the chief reason that most contests accept "reasonable facsimiles" for box tops. By not requiring actual box tops (proof of "considera- tion" or purchase), they sidestep possible lottery charges. Duration ot contests The length of time a contest runs can also be vital. There's real merit in keeping it short and to the point. A long time lapse tends to dissipate the very excitement on which a contest stands — or falls. Even the best-planned promotion just cannot sustain peak interest over an extended period, even with the powerful alliance of radio and tv. A good length is about six weeks. Coca-Cola's big "Tour the World" sweepstakes lasted only that long. Yet, it attracted an impressive 9,250,000 entries. Special needs may dictate special programing, however. For example, if entry blanks are printed on prod- uct-packages, there must be time enough to: (1) clear store shelves of current, non-contest packages; (2) get the new ones distributed and on display; (3) allow customers to buy and remove them. Thus, a carton-coupon contest requires a longer run. Another major factor in the con- test calendar is the amount of time needed for sales and promo- tion staffs to talk it up, to generate real grass-roots support among deal- ers and retailers, to get p-o-p ma- terial printed, delivered, accepted and set up. When an important oil company recently gave away $50,000, it caused hardly a flicker — largely because service stations hadn't been sufficiently "sold" on the idea to set up the p-o-p material that had properly been delivered to them. Point - of - purchase promotions can be summed up quickly: You simply have to have them. Without these "arrows" that point the way for the consumer, even the greatest contest will fall flat on its fabulous face. Turning the trick If every facet of a contest is properly cut and polished, however, the result is a diamond. Pepsi-Cola's just-concluded "Shopping Spree" sweepstakes was one. Launched on a $1.8 million prize budget, final prizes cost over $2 million because every prize offered was actually given away. The whole contest was keyed to family shop- ping sprees — collecting as many groceries as possible off supermar- ket shelves in a specified length of 38 SPONSOR time. In Washington, D.C., one winner of a national third prize properly brought all members of his family along with him to help collect — a total of 12 people. In the 15-minute spree allotted them, they collected groceries worth more than $ 1 1 ,000. For its part, Pepsi collected equally impressive publicity from its contest — especially the pay-off sprees. The family of 12 in Wash- ington, for example, was covered by 20 radio and 5 tv stations. And like all the other payoffs around the country (which took longer to run than the contest itself), it won lots of free lineage in the form of newspaper coverage too. The contest's impact came from two sources: (I) the parent com- pany's sponsorship of the over-all national effort, including 121 major prizes; (2) some 522 Pepsi bottlers who held their own contests and shopping-spree payoffs locally. The parent company used its regular network tv to promote the contest, while local bottlers bought spot radio and tv heavily. "It's difficult even to estimate the exposure we achieved," says S.M. Maran, promotion director for the parent company, "but we did arrive at some conservative estimates." Bottlers, alone, he reports, placed at least 2500 newspaper inserts, 13,000 minutes on tv and at least 200,000 minutes on radio. The figures for broadcasting arc conservative, he points out, because they include only commercials that were a full one-minute long and therefore don't include ID's, 20's, or any others, even though they, too, were placed "in vast quantity." What were the results? In the fiercely competitive soft- drink field, Pepsi officials never cite sales figures but do concede that they were satisfied. "V^et, there's a further clue to actual results: Pepsi's entry blank took the form of a carton-stuffer — one for each six-pack carrier. When the contest was finished, over 60 million of those stuffers had been returned. That gives Pepsi the all- time number one spot for the great- est number of entries of any contest ever. By itself, a contest may mean little. But put to good use, it can really add energy to a company's over-all advertising effort. SOME CONTEST POINTERS DOs: Plan, discuss your contest in advance, don't just "plunge in" as a last resort. Unless your agency employs a specialist, call in contest- planning firm. Define your marketing objectives. Try, via your contest, to establish an idea. Support it with advertising volume. Key it all to EXCITEMENT. Consider the potent benefits of a trade contest tie-in. Pick inventive and appropriate prizes. Give merchandise w^hen possible. Follow first prize with impressive runners-up. Establish, if feasible, local contests with many prizes. Make prizes tax free. Use radio and tv to "breathe life into prizes." Support it with point-of purchase material. Obtain Post Office clearance. Prime your sales force well in advance. Check seven states (or your advisers) for illegalities there. Put dealers in the know ahead of time so they can stock, utilize whatever is needed. Make sure entry blanks are at stores, if so advertised. Make entry blanks large enough to fill in properly. Give different post office boxes for different media to be able to trace advertising pull. Allow wide variety of entries in jingle-completion contests of skill. Sell your contest, not your product. Let all non-contest themes take back seat to your contest promotion on your regular ad schedules during run of the contest. For permanent results, leave something behind in contest wake. Remember that the keynote of a good contest is simplicity. DON'Ts: Don't overcomplicate entry procedure. Don't require "consideration" of sweepstakes entrant or it'll become a lottery. Don't judge contest results by wrong criterion — i.e., by number of entries received if your objective was to win more supermarket shelf space. Don't announce a $1 billion contest and then give a bag of peanuts as first prize — especially if you manufacture potato chips; in short, remember to unify theme, awards, product. Don't forget that the elements of any good advertising are what also make for a good contest. October 12, 1964 39 THE TIMEBUYER When a rep turns sponsor: Selling radio with radio Portland's Charles L. Burrow Co. uses radio spots to publicize its list of stations and their value as ad vehicles for growth-minded local businessmen ■ Rare, if not unique, is the station representative who uses the medium he sells as a vehicle to advertise his clients. Such a trail-blazer is Chuck Bur- row, president of the Portland, Ore- gon-based Charles L. Burrow Co., representing 15 radio stations in Washington, Idaho, Alaska and Oregon. Burrow is using 60-second spots on KPAM-FM to tell local Port- land businessmen how they can ex- pand their markets into the Pacific Northwest via radio commercials on his stations. He notes that many businesses have "very heavy and static costs," and so must increase their volume if they are to increase their profits. And growth through an expanded trading area, Burrow points out, is a prime way to accomplish this. Also, there are a large number of accounts in Portland that do place advertising in the markets covered by the Burrow-represented stations. These potential customers include utilities, banks, chain stores, dealer associations, food and beer compan- ies, etc. The problem here is to sell the non-users on the value of the radio medium. "At the outset, we didn't think that our radio advertising was such a revolutionary technique," says A Typical Burrow Sell on KPAM-FM "This announcement is pre- sented ... in the belief that many of you . . . are interested in, and are influential in, advertising orig- inated in the city of Portland. This announcement is scheduled ... by the Charles L. Burrow Co.. Portland sales representative for many outstanding Pacific North- west radio and tv stations located in markets outside Portland. "One of the stations that we represent is KERG Eugene. "As the second largest metropoli- tan area in Oregon, Eugene is be- coming more and more important as a major market. It is the world center of the lumber industry; it is the center of a vast agricultural activity; and it is a major transpor- tation and distribution center. There are over 500 diversified manufacturing plants and 250 wholesale organizations located there, and of course, Eugene is the home of the University of Ore- gon. "All of this makes Eugene a vital factor in the total merchandising and selling plans of anyone seek- ing to do business in the state of Oregon. KERG, the CBS station in Eugene, is a major factor in sell- ing your products and services in this area. "For further details on the Eu- gene area and the effectiveness of KERG, ask your agency for de- tails (they know us), or call di- rect . . ." Burrow, who now believes that he is the first station rep to use air me- dia. "It seems that not one of us had ever conceived of the idea," he states, "to sell our wares by using the medium that we serve." The announcements are broad- cast each day at 8:15 a.m., a time when many advertising agencies have their office radios tuned to KPAM-FM for the opening stock market news, according to Burrow. Also, he continues, many people who control or are in a position to influence advertising in Portland are listening. And, he explains, "the odds are good that we hit some im- portant people, reaching them in an unusual way." Each pre-taped announcement opens with a general explanatory statement, followed by a discussion of the strong points of one of the Burrow-represented stations and its market. The message ends with a suggestion to inquire for additional information. Results, to date, have been in the form of goodwill and good public relations. There has been much favorable comment by agency people, while the Burrow stations think that the promotion is marvel- ous. No one has called to buy "a 52-week schedule on 20 stations," Burrow remarks, "nor is this ex- pected." "I am of the belief that there is too much emphasis on this 'result' business." he adds, emphasizing that he's primarily interested in call- ing attention to his stations. "When Coca Cola began putting up signs, they just wanted people to know 40 SPONSOR that there was a product by that name. That's about all that I am trying to do." In addition stations, the to its list of 15 radio Burrow organization represents eight video facilities, also located in the Pacific Northwest. However, to date only one radio spot has been devoted to tv. This involved a soon-to-open satellite of KTVB Boise. But there are plans to go more heavily into tv coverage at a later date. Chuck Burrow is so pleased with Sponsor and station representative Charles L. Burrow (I) reviews rates and coverage with KPAM-FM's Del Lesson (c), station manager, and Wally Rossmann, sales manager. being a sponsor, as well as a station representative, that he now has a 52-time schedule on KPAM-FM. For this, he thanks Wally Ross- mann, sales manager of the station. Rossmann, together with KPAM- FM's station manager, Del Lesson, originally sold the advertising con- cept to Burrow. When his current contract does expire, sponsor Burrow plans to take a short hiatus between adver- tising campaigns. When he returns to the air, "we probably will run more than one spot program per day — or take a 15-minute program where we can develop the copy a little further. ♦ DOROTHY GLASSER: buyer-rep partnership 'Tn a very real sense, buyers and sellers of time are partners, for both share the same objective: increasing the advertiser's sales. Each can help the other in reaching this goal," says Dorothy Glasser, media buyer for Kastor, Hilton, Chesley, Clifford & Atherton. "The representative can aid the buyer by giving the best available schedule, not a short term arrange- ment," she continues. "On the other hand, the more ad- vance notice given about the buyer's objectives, the better the in-depth job a rep can do." With KHCC&A for the past five years, Dorothy handles timebuying for the following accounts: Nor- cliff Labs division of McKesson & Robbins, E. R. Squibb and WTS Pharmaceuticals. Before her present post, she spent three years at Herschel Deutsch & Co., buying for drug accounts such as Pharmaco. Prior to that, she started in adver- tising as a researcher with McCann- Marschalk. A Phi Beta Kappa graduate of New York University, Dorothy lists travel as one of her major interests. She recently returned from her third European trip. Other interests in- clude theater, ballet and antique collecting. October 12, 1964 41 Filmed commercials help Pearl Brewery keep beer sales bubbling in Texas; also give a boost to tourist trade Howard Fisher (I), radio-television director, and Morris Hite, president of Tracy-Locke, refer to previously printed material in creating and developing a copy idea for a new Pearl tv commercial. Tv is Pearl's oyster ■ "In the country of 1 1 00 springs you can use all your senses . . . listen and watch." That's a filmed lead into a selling idea moving 331 million bottles of beer annually in the drive by Pearl beer to remain the most popular beer in Texas. Backbone of the brewery's adver- tising campaign is a series of filmed television commercials conceived by Tracy-Locke Co., Pearl's adver- tising agency. On-location, film work is handled by Dallas-based Jamieson Film Co., in the Edwards Plateau country of south central Texas. In its fourth year, the campaign, dubbed the "water story," has helped account for a consistent 5 percent yearly rise in Pearl's sales since the last quarter of 1960. Net sales of $48 million in 1963 were up nearly $5 million over 1962 figures. The idea is a relatively simple one; show the origin and quality of Pearl's famous brewing waters. According to Bill James, execu- tive vice president of Tracy-Locke, "nature gave Pearl two ingredients for a powerful advertising program: One, a believable claim of superior brewing water and, hence, superior quality in their beer — believable because it's true. Two, a natural setting for the imagery with which to build a brand personality. Na- tural beauty has universal appeal. From the laborer-heavy beer drinker to the country club sophisticates, all men are attracted to the out- doors. The 'country of 1100 springs' furnished this natural beauty in abundance." Bob Jornayvaz, advertising direc- tor for the Pearl Brewing Co., says: "Pearl is selling superior taste and quality from superior brewing water. We have one of the world's few truly great brewing waters. It comes bubbling up from the brew- ery's deep, springfed artesian wells in San Antonio, fresh from the fam- ous 'country of 1100 springs.' "The pictorial story of this wa- ter is the heart of the whole Pearl campaign," Jornayvaz concludes. Before the first foot of motion picture film was shot, an agency tv director and a Jamieson crew drove 750 miles, criss-crossing and searching out the best locations on the Neuces, Frio, Sabinal and Me- dina rivers and their tributaries. Still photographs were taken as reference for future trips. Guided by their first look-see, a full production crew loaded aboard trucks for Pearl's pioneer filming in the "country of 1100 springs." Appropriately enough, they stayed on a ranch near Leakey, Tex. Although television commercials are released in 16mm, the originals are on 35mm in order to deliver as much of the soft countryside ap- peal as possible to viewers' tv sets. (For the interested creative and technical crews who know that the use of 35mm fine grain film as the original medium helps assure maximum quality, both technical and esthetic, this further detail: Eastman Kodak 35mm Plus-X negative and Double-X negative have been used for the Pearl com- mercials — approximately 50,000 42 SPONSOR Art director Don Young (r) interprets th3 new commercial idea into story board form. Audio and video are both carefully checked for style. Any corrections or revisions are made at this point. Every phase of the Pearl "water story" is meshed to give maximum advertising impact. Television, radio, billboards and printed P.O. P. materials are all integrated with the single theme of the campaign. for beer campaign t'cet have been shot in the hill coun- try northwest of San Antonio since the fall of 1960.) This approach of blanket motion picture coverage of the basic sub- ject of the campaign also created a film library which has been the cost- saving backbone of this campaign. From the same basic 50,000 feet of negative film, the sponsors have re- alized material for 60 completed eight-second, 20-second and 60-sec- ond television commercials. The number of spots produced has averaged about 15 per year — divided equally — five in each time group. Costs for the finished commercials have ranged between $600 and $2000, witli' an average cost of approximately $1000. Television is carrying the bulk of Pearl's advertising, with 35 percent of the total budget allocated for the "water story" commercials. This is an increase from the "pre-water story" days. Outdoor boards and point of purchase materials share in the budget at about 20 percent each. The remainder is divided between October 12, 1964 radio and newspaper with radio get- ting the advantage. Over 95 percent of Pearl's ad- vertising in every medium, includ- ing P.O. P., is devoted to the "wa- ter story." The year 1960 proved to be the turning point for Pearl beer. At least 1 1 other major brands were pouring advertising dollars into the state in an effort to topple the lead held by Pearl during the seven pre- vious years. From research, Tracy-Locke Co. learned about the fine brewing wa- ter. For the agency it seemed the perfect "hook." Howard Fisher, agency radio-television director, was dispatched with a camera to scout the country. The agency's judgment has been borne out in a campaign that is gaining strength with each succeed- ing year. "Our theory has al- ways been," says Tracy-Locke President Morris Hite, "to develop the one approach we believe to be best and then give it time to prove itself. Too many companies waste money by jumping from theme to theme. To build a quality image for a product you have to develop one effective selling appeal and stay with it." One indication of the success of a new advertising approach is the "penetration survey." Prior to the campaign, surveys showed a mod- est 16.5 percent recall of Pearl ad- vertising messages. Three months after the introduction of the new advertising plan, penetration had jumped to 33 percent. Current av- erages have climbed to 60 percent with surges to 70 percent. The true barometer of success, of course, is the quantity of beer con- sumed. Jan. 1, 1961, saw Pearl become the first Texas brewery to pass the 1 million barrel-a-year sales mark. Official Texas Liquor Control Board records show that for the year 1963, Texans put their money on the line for an equiva- lent of 1,117,498 barrels of Pearl. And in keeping with the "water story," this would be enough beer to replace all the water going over 43 Bill James (I), executive vice president of Tracy-Locke Co., goes over story boards in detail with Bob Jornayvaz, advertising director for the Pearl Brewing Co. and author of the "water story" campaign. Niagara Falls for slightly more than 30 seconds. Basically there are two types of Pearl commercials — strong prod- uct identification and educational. In the strong identification, the prod- uct is shown in closeups with the water as a background. The educational approach uses beautiful shots of flowing water and the typical wild animals found in the Edwards Plateau country. Not so much as a hand or a fence post shows in any of the footage to give the slightest hint of civilization. Music and low key audio messages tie the commercial together. Prod- uct identification is brought in at the close of the spot. Each spring, Jamieson crews have made between two and four location trips into the plateau country to cap- ture water and animals on film. The flexible film equipment was easily set up in the rough, almost unacces- sible country. Cameras have been set up in the stream beds, on hill- sides, in the bush and under water- falls. However, not many of the water- falls, springs and streams are visible from the road. To search out the most attractive springs it was nec- essary to question area residents. "When we first started looking for the springs we were turned down a few times when people learned it was for beer commer- cials," recalls Bob Brown, Tracy- Locke account executive for Pearl, "and there were some who didn't want to be disturbed. But the big switch came when the commercials appeared on tv. We started getting offers of assistance in locating wa- ter sources after they saw our qual- ity approach. Some of the small towns in the plateau area have been claiming a brisk tourist trade as a result of the commercials. "In a quality message," Brown adds, "where product prestige is the strong selling point, as in the case of Pearl, small details can make a big difference. Such a thing as an imperfection in one of the beer glasses used in extreme close-ups could nullify the whole quality ap- proach. We use a lot of care just in selecting the glasses." Another example of the meticu- lous quality approach — beer drink- ers can tell you that the beer bub- bles stick to the sides of a glass when it is coated with a soap or grease film. So, a chemical bath is always used to keep the glassware sparkling. Bob Brown and other agency representatives accompany the film crews as technical supervisors and sometimes as algae scrapers and beer pourers. They estimate 100 cases of Pearl have been poured down the rivers, springs and streams while shooting was going on. Pearl introduced a "first" with beer pouring in 1962 television commercials. To help develop a "thirst effect" in the viewer. Pearl beer came up in the glass with a nice man-size head and then, in- stead of stopping just at the top of the glass, the beer foam spilled down the side of the glass. An over- flow scene appeared in an indus- trial film produced by Jamieson Films for Pearl in 1961. Brewery and agency officials liked the idea. Foam pouring over the sides of the glass stimulated an extra thirst re- action — and it seemed natural. Pearl is after the man of the house. He is the heavy beer drink- er. That puts Pearl commercials in the drama, adventure and sports segments on tv. But, at the same time, the beauty of the "water story" has general appeal. Waterfalls, rush- ing streams and clear springs appeal to men and women alike. Agency plans call for 100 per- cent television coverage of Pearl's distribution area — the whole state of Texas and parts of New Mexico, 44 SPONSOR 1 Oklahoma, Louisiana, Arkansas and Mississippi. The heavier purchases of time are made in the winter and autumn months, with Hghter purchases in the summer. Radio time is increased during the sum- mer months. While the film for the television commercials was being shot, still photographs were taken too, to pro- duce the ads for newspapers, P.O. P. and outdoor boards. (Well over 1000 color transparencies were taken in the hill country by Zintgraff Stu- dios of San Antonio. Used was 4x5 Ektachrome and Ektachrome-X, but a duplicate shot was taken each time on Kodak Type-C color film for use in layout work. This saved time and extra costs in the final dye transfer process of the color ads. Rewards for the carefully ex- ecuted "water story" have come from more than an annual increase in sales alone. In 1962 and 1963 Pearl outdoor posters incorporating "water story" photographs won na- tional and regional award recogni- tion. Pearl ROP color ads consist- ently dominate competition for the best reproduction in Southwestern newspapers. In 1963 Pearl captured the ABET Award for the best tele- vision commercial produced in the Southwest. ♦ October 12, 1964 ONE WEEK OF JULY, 1964, TV SPOT ACTIVITY 1 IN FIVE OF PEARL BEER'S MAJOR TV MARKETS | (SPONSOR ESTIMATES) Mrkt. & brand Cost No of spots AMARILLO Pearl $ 323 9 Berghoff 136 6 Budweiser 48 2 Coors 135 3 Falstaff 307 6 Hamms 330 5 Jax 297 5 Lone Star 353 8 Schlitz 246 9 DALLAS Pearl $ 2620 21 Budweiser 1574 13 Bull Dog 434 10 Busch 3214 18 Carling 2260 12 Country Club 1056 7 Falstaff 2431 12 Hamms 2441 15 Jax 3127 14 Lone Star 1701 9 Schlitz 2294 18 HOUSTON Pearl $ 1184 11 Budweiser 1901 11 Bull Dog 200 3 Busch 524 3 Carling 1750 7 Country Club 1118 5 Falstaff 3737 20 Hamms 3559 17 Jax 3676 19 Lone Star 1470 8 Miller 264 1 Pabst 951 6 Schlitz 1594 10 Wiedemann 235 1 SAN ANTONIO Pearl $ 1346 12 Country Club 510 9 Falstaff 1200 6 Hamms 781 8 Jax 2000 19 Lone Star 2142 28 Pabst 34 1 Schlitz 405 7 SHREVEPORT Pearl $ 572 12 Country Club 346 8 Falstaff 573 7 Jax 689 6 Schlitz 274 4 Totals $58,362 450 Estimated total dollars for same week in Ju y tv spot advertising by all breweries in 211 ma jor markets: $1,107,701. 45 Public service sponsors get profit3t>ie image Bankrolling of often-shunned "instant" news and bad-weather bulletins rewards Charleston radio advertisers with public applause — and profit SAM SOLOMON CO. I HATIOHAl BRANDS Public service sponsorship has been a boon to Aaron Solomon (r), shown discussing tentative specials with WCSC's Cecil Keels. ■ Special news bulletin broadcasts reflect the radio-tv industry's con- stant emphasis on service in the public interest but, all too often, go needlessly unsponsored. The re- sult is that advertisers overlook an opportunity to participate in a valu- able vehicle that can build good will and an institutional image root- ed in community involvement. These intangible assets most of- ten appeal to major national adver- tisers, and too few regional and lo- cal advertisers understand that such image and good will building can be translated in terms of dollars and cents in the form of sales and profit increases. Two such far-sighted advertisers who are capitalizing on the success- ful sponsoring of public service news bulletins and specials (as op- posed to regularly scheduled news- casts) are Charleston, S.C.'s Sam Solomon Co. and Calhoun Life In- surance. Each is so pleased with its image on WCSC radio that the Solomon firm has bought all of the station's special bulletins, ranging from po- litical notices through coverage of such local happenings as fires, rob- beries, etc., while Calhoun Life has sponsorship of emergency weather reports. Because some of the emergency events could involve client policy, the station checks with Aaron Solo- mon, president and general man- ager of Sam Solomon Co., when- ever a story appears to merit more than routine attention outside of regular news reports. As an exam- ple, the Solomon firm recently un- derwrote the continuous coverage of a local kidnapping, and kept the community up to date on every news development. Solomon also purchased all the station breaks dur- ing the recent Republican conven- tion. Aaron Solomon heads a discount house that is interested in creating and maintaining an image unlike the average discounter, because his company carries only brand names and quality merchandise. The firm has used radio since 1962, but it wasn't until earlier this year that it bought its first news special and moved into sponsoring "instant" news events. Now 10 per- cent of its ad budget is in radio, and its public service advertising has gone a long way toward cre- ating a distinctive image. In keeping with the special na- ture of its sponsorship, Solomon uses only institutional advertising. As a quality retailer, the store be- lieves that its participation in a quality news service is appreciated by the civic minded people of the community. As all shoppers at the showroom are required to be "ad- mission cardholders," the firm di- rects its radio appeal to this group, which is largely composed of con- sumers in the middle or higher in- come brackets. Sponsor Solomon emphasizes that he avoids the touting of specials and sale articles, an approach that is used by typical discount houses. Such a campaign, he believes, would damage his image as a quality dis- 46 SPONSOR counter, hence the institutional for- mat. Solomon states that the best measurement of his radio advertis- ing's success is the many favorable comments that he receives daily. While he finds it difficult to attrib- ute a specific part of his sales in- crease to his use of radio, his cus- tomers continually encourage him to continue his public service sponsor- ship. Solomon believes that with so many people favorably comment- ing, the radio announcements must lead substantial numbers of poten- tial customers to his store. The other half of the station's news-specials sponsor "team," Cal- houn Life Insurance, has been spon- soring emergency weather coverage for the past five years. During that time, it has brought news reports of four hurricanes to listeners. As soon as WCSC learns of ex- treme weather forecasts for the area, it notifies Calhoun Life. Pre- pared copy is ready at all times, and the conditions of the contract go into effect immediately when dangerous weather conditions ap- pear imminent. Calhoun Life is billed on a flat daily rate, since there are often more than 150 weather bulletins broad- cast each day. In order to insure complete coverage during such times, the sponsor pays the opera- tional costs of the station from 12 midnight to 5 a.m., and the radio facility stays on the air until the danger of the hurricane has passed. Commercial messages depend up- on the length of the weather bulle- tins. In-depth reports carry one- minute institutional spots, while shorter reports mention only the Calhoun Life name. The president of the insurance firm, Robert Lovvorn, is "very pleased" with the results of his or- ganization's sponsorship. Based in Columbia, S.C., the life-insurer re- ports much appreciative comment from residents in its Charleston sales area who have responded to the company's commercial slogan of "Insure with us, because we in- vest with you." Calhoun Life, along with the Solomon company, have both found that an institutional sponsorship of intangibles can have tangible results. Each is an example of how public service serves not only the public, but sponsors as well. ♦ October 12, 1964 Radlio/tv: a bargain buy for bargain sell Local retail merchants find broadcast promotion increases Winston-Salem bargain-day business 50 percent ■ Over the past few years print- oriented retail sales outlets have been discovering that tv is an effec- tive sales medium. While there has long been a number of staunch re- tail supporters of radio, there are now a growing number of tv en- thusiasts among retailers. Some have entered tv to fill particular sell- ing needs — to advertise sales, fashion shows and new seasonal lines; others to promote their stores on a regular basis. One of the latest groups to find proof of tv's sales power is the Winston-Salem Retail Merchants Assn. for whom tv brought a solu- tion to "bargain days fatigue." For the past several years these retailers had been faced with such public indifference to their semi-an- nual "Bargain Days" sales that they What's a BDACTW-S? That was the big question posed to promote interest in Retail Merchants Assn. "Bargain Days." Here AAayor M. C. Bention of Winston-Salem officially opens sale. 47 The filming of shoppers for use on local tv shows gave the campaign ,i per onal touch and was considered "one of the major factors contributing to the success of the promotion." considered scrapping the whole pro- motion. The association, which represents most of the North CaroUna city's downtown merchants and four ma- jor shopping centers in the area, had invested healthy budgets in news- paper and radio advertising. The re- action of local customers had be- come so resistant that "sales days" were at least disappointing, if not downright flops, according to an as- sociation spokesman. At a meeting of the group in August, Richard Barron — assist- ant to President Harold Essex of WSJS-TV — asked the advertisers to give the "Bargain Days" sales promotion one more chance, and offered to organize and carry out a complete promotion on WSJS ra- dio and television at little or no cost. Barron pointed out that "Bargain Days" were something that the people of Winston-Salem and the surrounding areas had looked for- ward to each year and that a failure to rekindle interest and excitement in the promotion would be a dis- service to the community. The retail organization gave Bar- ron the go-ahead and he promptly organized and ran a radio and tele- vision promotion that cost the as- sociation exactly $614. The promo- tion was spread over a three-week period during which time the radio Representatives of the Reynolda Manor Shopping Center congratulate Reese Felts, WSJS promotion director, for his role in the most successful "Bargain Days" sale the marchants ever had. Fire truck in background was one of attention-getting features used in promotion. and tv stations estimate donating about $10,000 in time and talent. The impact of the campaign was felt on the very first day of "Bar- gain Days," according to the associ- ation. "On opening day we had more sales excitement and more women fighting to get to our specials than anytime in our history," says Neil Bedinger, a member of the down- town store group. Total volume increased an aver- age of 20 percent with many stores reporting increases as high as 50 percent. The four shopping centers which had joined in this combined adver- tising and promotion campaign for the first time were impressed with the results. Said Sidney Shapiro of Thruway Shopping Center: "At last we're on the right track. We had more cars, more people and more business for the three-day sales period than we ever had be- fore." One of the stores in the shop- ping center — Stanley's Shoes — had more customers than it could handle and had to turn people away. The key to the promotion, ac- cording to Dick Barron, who super- vised the plan, was suspense and saturation. "We used a teaser campaign to whet consumer appetites," says Barron. "We called it our Opera- tion BDACTW-S (Bargain Days Are Coming To Winston-Salem) and we received a lot of comment. With teaser spots on local radio and tv programs, we really had peo- ple in the Piedmont area wondering what BDACTW-S really meant." The stations' follow-up to the teaser campaign was to provide en- tertainment at all the shopping cen- ters and downtown stores, starring WSJS air talent which continued from "pre-bargain" sale through the final days of the sale. The campaign's success was good news to the stations as well as the advertisers. "Not only were we able to pro- vide an excellent community serv- ice for our audience," says Harold Essex, president of WSJS, "but we were able to deliver a convincing example of what radio and television together could do for some very skeptical retailers who were the main recipients of the campaign's success. ♦ 48 SPONSOR You get the point — color increases brand recognition, makes a (juality product really stand out ! People see color, want color, buy color. That's why 7-Up decided to go to color commercials for its "Festive Foods" promotion. For it takes color to do full justice to the delectable foods and the fine drinks they were showing. If stimulating the appetite and enlarging brand awareness are part of your selling program, shouldn't your TV commercials be October 12, 1964 giving your product the P/h,s of Color ? Even if your transmission must at present be black-and-white, you'll be well-advised to film in color now. Black- and-white transmission is e.xcellent; you'll be building a backlog of color material; and you'll find that you are way ahead in experience when every- body goes to color. And they certainly will — for color programming is on the rise, and sales of color TV sets are increasing rapidly. The whole country is going color. For the purchase of film, for service and technical queries, write or phone: EASTMAN KODAK COMPANY, Rochester, N. Y. 14650, or the regional sales divisions, 200 Park Avenue, New York, N. Y.; 130 East Randolph Drive, Chicago, 111.; 6677 Santa Monica Boule- vard, Hollywood, Calif. FOR COLOR . . . Wi^MS'k.M^Ji wm^£ 49 THE CIHANGXNG SCENE: Recipe Booklet Receives Strong Tv Advertising Festive Fixin's with a Foreii>n Flair, a 24-page holiday booklet to be released by General Mills this November, is designed to combine up-to-date holiday recipes with the old-world traditional recipes. The booklet is filled with festive recipes from Italy, France, Ger- many, Scandinavia and the British Isles plus cookie recipes from many lands. It will be packed in every five pound and larger specially flagged sack of Gold Medal (reg- ular) and Gold Medal Wondra In- stantized Flour during the upcoming holiday season. A strong television advertising campaign for the promotion will utilize animated puppets synchro- nized to original music. With 31 commercial announcements, the television campaign will reach more than 80 percent of the U.S. homes over four times during the holiday season. In addition to Gold Medal Flour, these General Mills products are participating in the promotion: Bet- ty Crocker Date Bar Mix, Bisquick, Cheerios, and Kix. Dow Chemical's Saran Wrap, Standard Brands Fleischmann's Yeast and McCorm- ick-Schilling Spices will also tie-in to add additional sales momentum. The advertising agencies are Dancer, Fitzgerald, Sample for Gold Medal Flour and Lennen & Newell, Inc. for McCormick-Schilling. Tv Spot Campaign For Goodman's Noodles An aggressive spot tv campaign will spearhead Goodman's noodle advertising in the metropolitan New York market. The keynote of the copy, prepared by Smith/Green- land, revolves about the freshmess of eggs used in Goodman's noodles. During October-November-De- cember, Goodman's will be featured on the following shows: Over ADVERTISERS, AGENCIES GUESTS AT MEETINGS Hosted by WSM-TV and its station representative, Edward Petry, advertisers and their agencies were feted at a series of meetings demonstrating the stature of the Nashville, Tenn. market. Among the participants were (l-r) Bill Rohn, Petry vice president and director of marketing; Betty leckner, coverage analyst for Benton & Bowles; Hi Bramham, WSM-TV's commercial manager; and David Michaelson, Benton & Bowles' broadcast supervisor. Among its many attributes, Bramham noted that a number of sponsors also use Nashville as a lest market. Such adver- tisers as DuPont, P&G, Carnation, Lever and Ralston Purina recently tested on WSM-TV, he said. WCBS-TV— Dflrtrty Kaye Show, J he Dejenders, Slattery's People, The Perry Mason Show, The Nurs- es, Living Doll, Joey Bishop^ The Martian, The Ed Sidlivan Show, I've Got A Secret, The Andy Grif- fith Show, Various News Shows and The Late Show. Over WOR-TV — Surf side 6, Million Dollar Movie, Movie of the Week^ Human Jungle. Air France Slates Selected Radio Push As part of a coordinated sales drive for fall and winter business. Air France is scheduling spot radio in selected markets to back up na- tional magazines and local news- papers. Spot schedules have been slated for WCFL and WJJD in Chicago, WOXR in New York, WJR and WWJ in Detroit and WMAL in Washington, D.C. Schedules run through November. Spots were created by and sched- uled by Air France's agency. Fuller and Smith & Ross, New 'York. Personnel Appointments At J. Walter Thompson The Board of Directors of the J. Walter Thompson Co. announces the election of Jack Bernhardt, Bar- net Daniels, Dudley Fay, Thomas Luckenbill, Benjamin Maugham and Carl Rhodes as vice presidents in the New York office. The appointment of a new man- agement group in J. Walter Thomp- son-London was announced by Nor- man H. Strousc, chairman of the company. Members of the new group are: Thomas F. Sutton, managing direc- tor; Christopher Thomas, Dr. John Treasure, Denis Lanigan; John Lindesay-Bethune and Jerome Bull- more. Of the six members of this group, all of whom are directors of the company, Limited, three have had service in other Thompson of- fices. Nielsen Declares Quarterly Dividend The Board of Directors of A.C. Nielson Co. has declared a quarter- ly cash dividend of $.175 per share of the common stock of the com- pany, payable Oct. 31 to stockhold- ers of record on Oct. 12, 1964. 50 SPONSOR DANCING FOR PONTIAC Pontiac sponsored the entire NBC-TV "Today" program Thursday, Sept. 24, as the program presented Ray Bolger in an informal survey of American dancing. Pontiac introduced its new line of autos on the program and also on the Tonight show the same date. This is the second consecutive year that Pontiac has bought out both shows to introduce its new line. Chris-Craft Industries Purchases Tv Station Chris-Craft Industries, Inc. took over operations of WTCN-TV Min- neapolis. Chris-Craft purchased the station, one of the nation's top in- dependent television operations, from Time-Life Broadcast, Inc., for an estimated $4,000,000. The Fed- eral Communications Commission approved the sale on August 25. John G. Bannister, president of Chris-Craft Industries, announced the appointment of Robert C. Fran- sen, Edina, as vice president and general manager of the station. Federal Grant Received For Educational Tv A quarter million dollar federal grant has been received by the Edu- cational Television Assn. of Metro- politan Cleveland for construction of educational television station in Cleveland on UGH Channel 25. Announcement of the grant was made by the Department of Health, Education and Welfare to the Ohio Education Television Network Commission, to which the new Cleveland station will be affiliated. HEW administers the federal law that provides funds on a matching basis for transmission apparatus to develop ETV stations across the country. The Cleveland grant brings the total received in Ohio to $626,499. Previous grants were received by WBGU-TV Bowling Green State University, $95,137; WMUB-TV Miami University, Oxford, $132,- 015; and WOUB-TV Ohio Uni- versity, Athens, $149,347. Ohio is one of only eight states eligible for the one million dollar ceiling on grants to a single state. Timex Sponsors Sherman In Hour 'Sneak Preview' Allan Sherman, will utilize his tal- ents as performer, producer, writer in the second full-hour "sneak pre- view special" on the NBC-TV Net- work for the 1964-65 season. This special, Alan Sherman's Funny Land, will be colorcast in mid-January and will be fully spon- sored by Timex Watches through Warwick & Legler Inc. This season's first Sneak Preview Special, starring Steve Lawrence, will be presented in color Friday, Nov. 27, 10-11 p.m. NYT. Gillette, Chrysler Co-Sponsor Series The nation's number one sports attraction- — the World Series — will be covered by the NBC Television Network for the 18th straight year with the beginning of the classic, Wednesday, Oct. 7. The NBC Ra- dio Network also will carry the en- tire Series. All games will be televised in color for the sixth year in a row. NBC's television and radio cov- erage will be co-sponsored by the Gillette Safety Razor Co. (through Maxon Inc.) and Chrysler Corp. (through Young & Rubicam Inc.). Ray Eichmann Organizes First Presentations Firm Ray Eichmann, writer-director of the NBC affiliates convention pres- entations for the past five years, has resigned to establish a new company con- centrating o n the production of wide-screen trade shows as well as sales aids ranging from Ray Eichmann strip independent sales development- promotion service available to in- dividual broadcasters, station reps, networks and program packagers. The new company is called The Communications Group. The firm's staff will consist of a team of sales promotion/presenta- tion specialists and researchers who have held major positions in broad- casting. It will be allied with Vizmo Productions, which provides the rear-screen projection for many tv shows. CIGAR FIRMS PROMOTE PRODUCTS ON TV El Producto Cigars is seeking new cigar smokers via its "New Smoker Special" com- mercials featured on three television programs— George Burns' "Wendy & Me, ' star- ring Connie Stevens (ABC-TV); "Meet The Press'' (NBC-TV) and "Lawrence Welk" (ABC- TV). The theme for the one-minute commercials is "Buy Four . . . Get One Free." Compton Advertising, Inc. is the El Producto advertising agency. Kathleen Nolan, star of the ABC-TV "Broadside" television series is shown lighting up a Muriel Air- Tip cigar as she chats with Stanley S. Keyser, president of Consolidated Cigar Corp. during a recent trip to New Yorl< City to launch her new network program. Her visit included a tour of Consolidated's general offices where she met company personnel. "Broadside" is sponsored by Consolidated's Muriel and Dutch Masters cigars. October 12, 1964 51 THE CHANGING SCENE Westclox Repeats A Successful Campaign A spectacular five-day network television and radio campaign, timed to coincide with the change back to Standard Time and to spearhead the company's Fall-Christmas pro- motional program, has been an- nounced by the Westclox Div. of General Time Corp. The campaign begins Wednesday, Oct. 21 and continues for five days through Sunday, Oct. 25. Highlight of the program is exclusive network sponsorship over the time-change weekend of the popular Today and Tonight shows on Friday and of the Sunday show on television. Radio saturation will be used on News of The World and Emphasis on Wednesday, Thursday and Friday and on Monitor on Saturday and Sunday. Designed to deliver the greatest number of sales messages in a con- centrated period, the campaign will deliver more than 150 milUon lis- women-drivers and so do housewives, doctors, students, executives, farmers, and secretaries in the 25 counties surrounding Albany, Sche- nectady, and Troy. Ask Henry I. Christal. A GENERAL ELECTRIC STATION tener impressions on radio and reach over 23 million viewers on television. Through the combina- tion of television and radio coverage during the period, Westclox will achieve a morning-till-night satura- tion on the country's most exciting and top-rated shows. Jaffe Will Syndicate Julie London Series Singer Julie London will be fea- tured in a late night series. Sleepy Time Gal, for national syndication, according to Henry Jaffe Enter- prises. The series will be fifteen- minute musical programs specifi- cally designed for late night view- ing. The production is being done in Canada by the Jaffe Enterprises in cooperation with Desilu studios. Controversial Newscaster Sponsored By Rheingold Clure M o s h e r , controversial sportscaster, will be sponsored for 15 minutes a day, Monday through Friday, on both radio and television by Rheingold Extra Dry Lager Beer. Beginning Oct. 5, Mosher will launch a double barrel attack as he adds a stint in front of WOR-TV cameras at 11:15 p.m. to his cur- rent 7:45 p.m. show from behind a WOR Radio microphone. Mosher will bring his own touch to commercial messages once a week on both shows with live, 60- second spots based on the "Rhein- gold is as good to your taste as it is to your thirst" theme. Foote, Cone & Belding is the agency for Rheingold. Anti-Freeze Campaiern On Yankee Network The current Prestone Anti-Freeze campaign is being featured in news- casts and weathercasts in drive time on WNAC and the Yankee Network throughout New England. Copy promotes current tempera- tures and also gives the lowest tem- perature ever recorded for the day by the U. S. Weather Bureau's Bos- ton station. The message this year to the con- sumers and the trade is "Don't settle for anything less than total protection in the anti-freeze they NAB HEARS PAINTER George Painter, president of the Colonial Coffee Co., NashvilJe, Tenn., addresses the National Association of Broadcasters Radio Program Clinic in Memphis. The Colonial Coffee Co. sponsors a five-minute segment of the "Waking Crew" program aired each morn- ing over WSM, Nashville. Before the meeting, broadcasters attended a special "Waking Crew" show which that morning originated from the north ballroom in the Chisca Plaza Hotel where the clinic was held. buy-protection against freeze-ups- against rust! Substitutes just aren't the same. Never pick up a stranger; pick up 'Prestone' Anti-Freeze." The advertising agency for the firm is William Esty Co., Inc.. New York. General Mills To Sponsor 'The Story of Christmas' The Story of Christmas with Ten- nessee Ernie Ford starring as singer- narrator, will be repeated in color on NBC-TV Monday Dec 21 (7:30- 8:30 p.m. EST) The special will be sponsored by General Mills Inc., through its ad- vertising agency, Needham, Louis & Brorby, Inc. The show, featuring familiar sights and sounds of the holiday season, features the Roger Wagner Chorale and has an 18-minute ani- mated sequence, the story of the Nativity, by Eyvind Earle. The script is by Charles Tazewell, author of the children's classic The Littlest Angel. Atlantic City Station Becomes ABC Affiliate Radio station WOND Atlantic City became affiliated with the ABC Radio Network Sept. 28, it was announced by Earl Mullin, 52 SPONSOR ABC vice president in charge of station relations for the network. Owned and operated by South Jersey Radio, Inc., WOND oper- ates with 1000 watts on 1400 kilo- cycles. Other leading regional stations which are newlv affiliated with ABC Radio include WACL Way- cross, Ga., WBOC Salisbury, Md. and WHCO Spartanburg, S. C. KXLE Ellensburg, Wash, and KORK Las Vegas, Nev. have in- creased their daytime power from 250 to 1000 watts. Rep Appointments Kettcll-Carter, Inc. appointed ex- clusive sales representative in New England for station WRYM Hart- ford, Conn. Vic Piano Associates, Inc. ap- pointed national representative for WKEF-TV Dayton, Ohio. C. K. Beaver & Associates, Memphis, Tcnn., radio and tv rep- resentatives with offices in Dallas. Memphis and Atlanta, announce the addition of six major market stations to their service — WOR Ra- dio and Tv New York, KFRC Radio San Francisco, KHJ Radio and Tv Los Angeles and WGMS Radio Washington, D.C., all RKP General Stations, and WHNT-TV Huntsville, Ala. and WKYT-TV Lexington, Ky. Tv Rate Increase Effective March 21, 1965 WCBT-TV Columbus, Miss, will in- crease its network rate from $200 to $250. All advertisers will be charged at the new rate indicated commencing with the effective date. Schnitzer Commercial Wins Third Place At the International Film Festival in Cork, Ireland, Kellogg's Proper Grip earned the Premier Award and previously won top awards at the 1946 AAW Competition and the American Film Festival in New York. The agency is Leo Burnett. The commercial features Nicci Ann Frank and Adam West. A second commercial for Great Western Savings, which was also produced by Schnitzer, was a run- ner-up at the Cork Film Festival. BROADCASTERS PROMOTION ASSOCIATION, INC. This year's B.P. A. Seminar is a "Must" for anyone in the Broadcasting Promotion Field. "Work" sessions packed into three informative days. Entertainment for the wives. Bring your ideas and questions. Chicago holds information and enjoyment for all. SEND THIS COUPON FOR REGISTRATION INFORMATION TO: B.P.A. SECRETARY/TREASURER 215 East 49th Street New York 17, New York PLaza 2-4255 PLEASE RUSH ME REGISTRATION AND PROGRAM INFORMATION ON THE 1964 B.P.A. SEMINAR. name- company. street address, city, state October 12, 1964 53 THE CHA.M^GX>ra SCE^N^B Mutual of Omaha Sponsors Expedition Color Series Films of expeditions that include trips to Australia, Africa, India, South America and the Artie will be among the features to be presented on Mil I lull of Onuiha's Wild King- dom weekly color series on NBC- TV during the 1964-65 season start- ing Sunday, Oct. 18 (5-5:30 p.m. EDT). Mutual of Omaha's Wild King- dom is produced by Don Meier, and directed by Meier, Perkins, Fowler, and others. It is packaged by Don Meier Productions Inc., Chicago, 111. The sponsor is Mutual of Omaha and its advertising agency is Bozell & Jacobs Inc. Black &. Decker Signs CBS-TV Fall Contract Black & Decker Mfg. Co. has confirmed a CBS television network contract for this fall. It is expected that this initial network participation will provide a solid back up service for the company's diversified mar- keting efforts. Twelve tv commercials will ap- pear on the CBS network which total 190 stations. The theme of the commercials will emphasize B&D's full line of power tools and proficiency to handle any job re- quirement—in the home, on the farm or in the shop. It i3 estimated that 52 percent of the total tv audience will see at least six Black & Decker messages. §lil"N I" ' fC D Network Idaho Falls, Idaho (Please write us for further information on moose, availabilities, weather conditions, market facts or even if you just feel lonesome.) Represented by: George P. Hollingbery Co. nationally In the Northwest: Art Moore & Associates THE NATIONAL WEEKLY OF TV « RADIO ADVERTISING I I OCTOBER 19, 1964 PRICE 40c The U.S. Spanish-language market vi . . . see page 29 T LlBRAnv • o; a. < (X, w !"a-V^ is: '"- .* •* W ^ 2 #-■ . ., ■< ) - r, T)i^ K ■-.^ a, 5«3 < a. silU rtiU in tfwa.s... and firsi in tin 2 Vff^asif/n KTRK-TV Once... Boy! Twice... Boy, oh boy! Seven times... Boy, oh boy, oh boy, oh boy, oh boy, oh boy, oh boy! Are we proud? We're in seventh heaven. Media experts in seven major cities were asked which local radio stations they chose for the bulk of their buying.* In every city, the great majority chose the CBS Owned radio station as one of the top three. Seven out of seven can't be luck. So what's the reason? The reason is programming. They find talk- and-information programming a most effective setting for their commercials. And they want the kind of informative, responsible programming that people in the community respect. Because they live in the community them- selves, they can make sure they get what they want. They listen to the local stations. They talk to people around town. They know that the CBS Owned radio station delivers the programming and the audience — both male and female — that they want. And they put their money where their choice is. Boy, oh boy! THE CBS OWNED RADIO STATIONS WCBS New York, WBBM Chicago, WEEi Boston, WCAU Philadelphia, KMOX St. Louis, KNX Los Angeles, KCBS San Francisco Represented by CBS Radio Spot Sales ^Source: Study by Charles Harriman Smith/Associates, Inc. Available on request. wr!-™ FRIDAir AT 5 Color Tv Boom' Will Aid Sponsor Agency. Broadcaster. Says RCA Exec RCA Sates Corp. vice president predicts 3.3 million color television sets by next year, 5.3 million by end of 1965 New York — Predicting that by earl) i n^xt year there will be 3.3 millioi f color tv sets in use and that by thi end of 1965 the figure will hit 5.3 mil lion, Jack M. Williams, vice presideni] in charge of advertising and sales pro- motion for RCA Sales Corp., toldj the New York Advertising Club thall "color television is just too good anj opportunity for anybody to pass upl — sponsor, advertising agency, or evenj broadcaster." William added: "Foot-dragging and! procastination will not slow up color's advancement into the living rooms of nearly every American home." Buttressing his point, Williams said that measured in dollars alone, color tv is approaching the total dollar sales level of black-and-white receivers and will surpass it early next year. Discussing color tv's effectiveness as an advertising medium, WilUams quoted Domenico Mortellito, direc- tor of E. I. DuPont's Color Council as saying: "Mostly, color permits tele- vision advertising to more strongly in- fluence the viewers optical, symbolical and haptic sensations, making it al- most impossible for the viewer not to FC&B Okays Stock Split New York — Stockholders of Foote, Cone & Belding, Inc., last year ranked eighth in broadcast billings, last week put their collective stamp of approval on a five-for-four stock split. The split, effective Oct. 15, will in- crease the number of outstanding shares of common stock from 1,233,- 017 to approximately 1,540,000 shares. The vote also increased the number of shares of authorized common stock from 1,488,408 to 2,360,510 and of authorized class B common stock from 511,592 to 639,490 shares. Earlier the company, which is the largest pubUcly owned agency in the U.S., declared a quarterly dividend of 14 cents per share on its common stock. On the basis of split shares this will be the equivalent of a dividend of 17.5 cents on each old share, a hike of 17 percent over previous dividends. Iremember the advertising message and Ithe product. The visual impact of J;olor tv advertising is increased over plack-and-white to the same degree I that sound tracks have increased their (impact over silent films." Turning to the higher cost of pro- |Jucing commercials in color, Williams told the admen "the dollar value of Ithe increased audience — not to men- Ition the increased commercial memor- lability that color provides — will more Ithan offset the additional production Icost for color." Court Upholds FCC On WDKD Revoke Washington — The Supreme Court last week decided to leave FCC's deci- sion on the Kingstree, S.C., radio sta- tion license revoke strictly alone. The court made no comment on the deejay vulgarity factor in the action, keeping its skirts clear of any suggestion of letting FCC judge or censor program content. The FCC was equally careful when it based the refusal to renew WDKD license on the station's "wilful decep- tion" of the commission. But FCC spelled out the deejay's gamey patter as a big factor in its decision at the time. District of Columbia Court of Appeals sustained FCC after the Kingstree station appealed the revoke, and the Supreme Court has now re- fused, without comment, to review. FCC Umpires Texas-Louisiana Football Fracas Washington — FCC last week um- pired hassle over rebroadcast of an NFL game not authorized by the originating station. Rebroadcaster, KLTV Tyler, Tex., is subject to $250 fine for going ahead without permis- sion of originating KSLA-TV Shreve- port. La. But originating station was warned not to withhold permission in future, as a matter of public interest, and has agreed, FCC says, to abide by commission decision. FCC scolded Tyler station for going ahead though Shreveport station had said, back in December, 1963, that it would grant no more rebroadcasts, as it had for two previous years. FCC then sent admonitory letter to KSLA, pointing out that under law, the station must have "reasonable" grounds for refusal — or face some questions on operation in public in- terest. Action by KSLA-TV would bar Dallas NFL games to over 50,000 tv homes in KLTV service area which overlaps Louisiana station's grade B contour. FCC said excuse for denying re- broadcast was poor one: KSLA said it was trying to insure "choice on pro- grams" to overlap area. FCC notes this aspect didn't bother KSLA during previous two years. FCC was sternly disapproving of KSLA's telling Texas station it could have games cabled in for $400 per game. KLTV said cost would be far higher. FCC said price was immater- ial— there was no reason why the Tyler station should be put to such expense. Sword, Sandal Popular Despite High Inventory New York — Despite a growing trend to a "buyer's market" in the syndication of sword-and-sandal movies for tv, caused largely by a boom in the supply from tv film dis- tributors, these action epics continue to pull large audiences in local-level showings for spot advertisers. Recent example: on Oct. 11, a Sun- day, New York's WOR-TV scheduled two such films in color from Embassy Pictures. The first. Mule Men Against the Son of Hercules, pulled an Arbi- tron rating of 11.7 and a 26.0 share in New York's seven-station market from 6-7 p.m., checking closely with a Nielsen rating of 11.3 and 23.0 share. The second. Thief of Baghdad, scored 10.6 and 17 share in Arbitron, an 11.2 and 15 share in Nielsen in the 7:30- 9:15 p.m. period. To put it mildly, this rating pattern holds up well against network com- petition; top-rated Ed Sullivan in Na- tional Arbitron for Oct. 5-11 drew a 26.6, by comparison, in the 8-9 p.m. slot on CBS-TV. It also demonstrates that a well-promoted local feature telecast can unexpectedly take the edge off a sponsor's national ratings. CONTINUED ON NEXT PAGE October 19, 1964 FIIIIDA.Y i^T 5 i Broadcasters Have CATV Headache^ Again Urge FCC To Enact Controls ABC wants commission to "act at once," sees CATV as a threat if left unchecked, but helpful if controlled Washington — Worried broadcasters resumed urging the FCC to put con- trols on runaway CATV wire service last week, in early-bird comment. NAB asked for and got a week's ex- tension of FCC's deadline for com- ment, to Oct. 26, to get in a broad- scale report on CATV by its con- sulting economist. ABC's Washington attorneys, McKenna and Wilkinson, warned commission to act at once, on existing authority, rather than wait for requested CATV control legisla- tion facing possibly lengthy congres- sional processing. ABC wants FCC to: • limit each station service to a zone, perferably its grade B contour; • set up ground rules for permitting any franchised CATV to extend ser- vice beyond a station zone; • publicly recommend that local stations get first crack at local CATV franchises. ABC-TV Takes Issue With National Arbitron New York — In a memo to all salesmen, ABC's research depart- ment has taken strong issue with the National Arbitron rating fig- gures, arguing that they "grossly understate" the network's nation- al performance relative to its two rivals. Pointing to the week ending Sept. 27, the ABC researchers com- pare the Arbitron ratings with Niel- sen's national figures. While Arbi- tron showed ABC with a 16.1, CBS with 18.3 and NBC with 15.3, Nielsen gave ABC a 19.8, CBS a 19.6 and NBC a 16.5. Projecting the Nielsen figures into the rating week ending Oct. 4, ABC comes up with a 19.1, CBS an 18.5 and NBC a 16.6 as op- posed to Arbitron's 15.5 for ABC, 17.3 for CBS and 15.5 for NBC. ABC also argues that MNA data supports its projections of the Niel- sen national figures. ABC believes that at present rate of growth, the unregulated, multi-chan- nel wire CATV stampede can in ef- fect demolish the commission's alloca- tions plan. Local station viewers, ad- vertising and programing would be eroded by CATV's metropolitan, multi-network channel influx into secondary markets. ABC believes CATV webbing would eventually take over all free tv viewing and program- ing, after first fattening on free tv's stolen service. ABC sees CATV as both threat and blessing — a threat if left to run un- checked, a helpful adjunct to free tv, both UHF and VHF, if properly con- trolled. ABC adds the numbers and gets formidable picture of CATV's original three-channel operation trending to 12 channel systems: growth rate from 1959's 550 systems serving 1.5 million persons, to today's 1300 sys- tems serving 4 million viewers. AFA Raps Presidential Assistant in Memo New York — The Advertising Federation of America has sent a strongly worded memo to its mem- bership and other interested organi- zations criticizing Esther Peterson, i'rcsidcnt Johnson's special assistant for consumer affairs, charging that "from the outset," she has created "unwarranted suspicion of Ameri- can business." The memo urged AFA members to speak out "strongly" against the tenor of Mrs. Peterson's consumer conferences and her "approach to her assignment." Hawaiian Stations Sold Honolulu — With the price pegged at $3 million, KONA-TV, NBC affiliate in Honolulu, has been sold to a New York couple along with its island satellite stations, KALA-TV on Maui and KALU on Hilo. The sale, still subject to FCC ap- proval, was made by the Advertising Publishing Co. and John D. Keating, each with a 50 percent interest in the properties, to Mr. and Mrs. Harrison DeSales who currently have a minor interest in KSTP-TV Minneapolis and KOB Albuquerque. Gulf Renews Sponsorship of NBC Instant Specials' for Fifth Year New York — With a track-record of more than 100 broadcasts in the past four years, Gulf Oil Corp. has re- newed its sponsorship of NBC-TV's "instant specials," the network's cov- erage of fast-breaking events. Gulf also is picking up the tab once more for Projection '65, NBC News' annual year-end forecast of world events. Although the exact figure was not disclosed, industry sources estimate that Gulf has spent approximately $5 million on the "instant specials" over the past four years. Number and length of programs in the series is determined by the news breaks. Among the news developments which may provide "instant specials" in 1965 is Project Gemini, the U.S. effort to land two men on the moon. Frank McGee will continue as anchorman on most programs in the series. Agency for Gulf is Young & Rubi- cam, Inc. Aluminum To Sponsor 'Profiles of Courage' New York — Following on the heels of Gulf's "instant special" renewal is the announcement that Aluminum Limited (Alcan) has purchased alternate week sponsor- ship of Profiles in Courage, NBC- TV's series based on the Pulitzer prize-winning book by the late President John F. Kennedy. This marks Aluminum's first use of television since 1961 when it sponsored Omnibus on NBC. SPONSOR What makes a great salesman? In 1903 an obscure bottle salesman decided to make money by invent- ing a new product — a product that would be used up, thrown away, and repurchased. Standing in front of his mirror one morning, King Camp Gillette came up with the answer — a safety razor that used thin, dis- posable blades. To get his razors into circulation as quickly as possible, Gillette had the government furnish every World War I soldier with a free razor. Then, after selling thousands of razors, he decided the razor should be used pri- marily to sell blades. Gillette reduced the razor's price, and saw to it that mil- lions were given away as premiums. In a very competitive field, Gillette surged ahead because he believed in improving his product and his mer- chandising. The Storer stations have paced competition in their markets by programming to individual com- munity preferences — the kind of programming that consistently turns more listeners and viewers into buyers. In Milwaukee, Storer's great sales- man is WITI-TV, an important station in an important market. (G)^G) STORER BRfUDClST/XC COMP.^XY LOS ANGELES KGBS PHIUDELPHIA II'IBG CLEVELAND iijir NEW YORK TOLEDO II S I'D DETROIT H'JBK MIAMI iVGBS MILWAUKEE IVITI-Tf CLEVELAND u-jir-Tf ATLANTA H AG.I-Tr TOLEDO ifSPD-rr DETROIT HJBK-Tl' President and Publisher Norman R. Glenn S^ sponsor OCTOBER 19, 1964 • VOL. 18, NO. 42 35 Air media: doorway to the U.S. Spanish-speaking market Growing awareness of the market has triggered growing use of Spanish-directed media, particidarly radio 36 Fact and fallacy about the Spanish-language U. S. market How [yig is it? How high its income? How dominant the lan- guage? Is it brand conscious? How do you reach it? 41 Spanish-language air media open door to burgeoning market In U.S. markets where the Spanish language is an important form of basic communication, radio and tv stations serving this ethnic segment find their audiences growing steadily 44 Spanish-language air media help ne^vcomers Spanish-speaking persons new in this country find the media helpful in "Americanizing," while they maintain ethnic ties with Spanish heritage 46 Want Spanish-language availabilities? Here are the top reps in this field 49 What Spanish-language broadcasters think of Madison Avenue Many large ad agencies and clients have a low-grade image among broadcasters in the Spanish-language field — and not fust because SPONSOR® Combined with TV, U.S. Radio, FM® is published weekly by Moore Publishing Company, a subsidiary of Ojibway Press, Inc. PUBLISHING, EDITORIAL AND ADVERTISING HEADQUARTERS: 555 Fifth Avenue, New York, N. Y. 10017. Area Code 212 MUrray Hill 7-8080 CIRCULATION, ACCOUNTING AND DATA PROCESSING HEADQUARTERS: Ojibway Building, Duluth, Minn. 55802. Area Code 218 727-8511. CHICAGO OFFICE: 221 North LaSalle St., Chicago, III. 60601. Area Code 312 CE 6-1600. LOS ANGELES OFFICE: 1655 Beverly Blvd., Los Angeles, Calif. 90026. Area Code 213 628-8556. ST. PETERSBURG OFFICE: 6592 North 19th Way, St. Petersburg, Fla. 33702. Area Code 813 525-0553. SUBSCRIPTIONS: U.S., its posses- sions and Canada $5 a year; $8 for two years. All other countries, $11 per year. For subscrip- tion information write SPONSOR, Subscription Service Department, Ojibway Building, Duluth, Minnesota 55802. Second class postage paid at Duluth, Minnesota. Copyright 1964 by Moore Publishing Co., Inc. EDITORIAL Editor Sam Elber Feature Editor Charles Sinclair News Editor William S. Brower, Jr. Special Projects Editor Ben Bodec Managing Editor Don Hedman Senior Editor William Ruchti Associate Editors Barbara Love Melvin J. Silverberg Gayle Hendrickson Editorial Assistant Patricia Halliwell Contributing Editor Dr. John R. Thayer Washington News Bureau Mildred Hall Field Editors Ernest Blum (East) John Bailey (Midwest) Production Editor Emily Beverley Regional Correspondents James A. Weber (Chicago) Sheila Harris (San Francisco) Frank P. Model (Boston) Lou Douthat (Cincinnati) Margaret Cowan (London) SALES many agencies ignore this media opportunity New York Gardner Phinney 52 Contests and premiums Norman Gittleson Special promotions are popidar in the Spanish-language field Chicago Jerry Whittlesey 53 Directory of Span ish-ianguage stations Los Angeles Boyd Garrigan DEPARTMENTS St. Petersburg William Brown Calendar 68 Publisher's Report 8 Advertising Production Louise Ambros Changing Scene^ 62 Sponsor Scope 26 Friday at Five 3 Sponsor Spotlight 66 Inside Sponsor 10 Sponsor Week 17 ADMINISTRATION Letters 10 Week in Washington 13 Editorial Director Ben Marsh Production Director Horry Ramaley Circulation Director Joe Woiking Data Processing Manager John Kessler Advertising Promotion Dwayne R. Woerpel Circulation Promotion Gerhard Schmidt SPONSOR (Hatch out! Ule shatter old TV ideas! That's what video tape (Scotch® brand, of course) is doing. There are more production improve- ments than you can shaice a storyboard at. With this result : Today, there are very few tv commer- cials that can't be produced better on tape than on film or live! Surprised? Then at least have your next tv commercials costed out for tape, whether for local or national use. Why /)('//(';■ on tape? Incomparable "live"' picture and sound qualit\. no danger of a live goof. Instant play- back. Pushbutton-fast special effects, no lab processing. Your rewards: production speed (you may save weeks over film), convenience, peace-of-mind, and frequently, lower cost. Call October 19, 1964 your nearby tv station or tape studio for specifics in terms of your commercials. Over 200 tv stations have already signed up for 3M's comprehensive new program to help advertisers and agencies create better commercials. These stations have available a 25-inintite demonstration reel, plus a variety of printed materials. (If we haven't contacted your local station yet, write to the Magnetic Products Division, Dept. MCK-104, 3M Company, St. Paul, Minn. 55119.) AND THE PLAID DESIGN ARE REG TM'S OF : 5 1 964. 3H CO, magnetic Products Division ■H COmPANY FEATURE YOUR PRODUCT IN THE CENTER RING WITH RINGMASTER KEN GRANT IN THE BIG TOP RADIO CENTER RING SUNDAY 6:00-midnight HOUSTON'S 24H0UR MUSIC AND NEWS National Reps.: THE KATZ AGEINCY,iNC New York • Chicago F.' • Detroit • Atlonto • St. Louis • Son Francisco • Los Angeles • Dollos In Houston: Call DAVE MORRIS — JA 3-2581 Hottest issue at the NAB meetings I'm writing this frcun beautiful Salt Lake City, where I've just sat through two hours of CATV and pay tv panels highlighting the first of the NAB fall eonferences. The weather was hot and so were the panelists. NAB pitted some CATV operators against some broadcasters who weren't. Toward the end the fur was flying. Right now CATV is the newest in a long line of industry crises. This is one that is destined to be around a while. It's one, too, that has special significance for national and regional advertisers as well as broadcasters and the public. While the NAB session didn't settle anything it certainly pinpointed the problem and indicated the direction in which broadcasters are moving. It also highlighted possible areas of legislation. In recent weeks I've noted a shift by station operators regarding their CATV policy. It's pronounced and even appears to be in landslide proportions. It's engulfing not only broadcasters who were on the fence but many who were outspoken opponents only a short time ago. The new policy: if CATV has to come (and it looks like it's here to stay), let's protect our interests and get into it. An authoritative NAB source estimated for me that broadcasters already have a $50,000,000 stake in CATV, that the 1500 CATV systems now operating serve two million homes, that about 180 new franchises are being granted each month. He also states that beyond question broadcasters will be the dominant force in CATV now that the floodgates are open. So Where's the argument? Broadcasters sense the wisdom of controlling the CATV systems in their home markets, supplementing their own coverage with added service that they control. They also appreciate the favorable economics of outside systems as good business investments. But there's a big question. If suitable groundrulcs aren't quickly established what will happen to their tv stations? How can they be certain that CATV operators not concerned with ownership of tv stations will give them fair treatment? And (the spectre in the distance) what will the advent of pay tv, possibly aided by the honeycomb of CATV setups everywhere, do to their tv operations? Of course there are many broadcasters, notably those in small markets, who are opposed to CATV on any count and look at it as a mortal enemy that threatens the continuing existence of their tv stations. Joe Sample, head of KOOK-TV Billings, Mont., and son of the one-time president of Blackett-Sample-Hummert, is a small-market operator. He expressed his opposition in clear, forthright language and recommended that cable systems be required to operate in the public interest by not duplicating a local station's programing within its grade B coverage area, by not degrading a local station's signal when carried, by not licensing tv stations with cable interests in the same area ( a point not concurred in by many tv station interests) and by requiring that net programing on cable systems come from the nearest stations. 'p-7-'^t*'"V"*!-- ' Only station with the right combination for reaching the Spanish market in New York 1. AUDIENCE SHARE (60% Average -Pulse and Hooper) L% PROGRAMMING (custom tailored for the New York Spanish Hstener) 3. COMMUNITY SERVICE (extending from the heart of New York to every corner of Puerto Rico) Tt MERCHANDISING & PROMOTION (meaningful coverage at consumer, retail, and wholesale levels) WHOM AM PJT-T- Nevj York's Leading Spanish Station CALIF0RNIA8 opam Uhirkd fjroup The Spanish KEY Market Group of California is comprised of 6 excellent Spanish-pro- grammed radio stations. The SKMG affiliates cover California's most important Spanish- speaking markets, which include some of the major U. S. Mexican-American areas. Cali- fornia has the largest Latin population of any state in the U. S.! The estimated Spanish-speaking population of the State of Cali- lornia (with Tijuana) is 2,072,- 639* as of 10/1/64. The Spanish KEY Market Group of California reaches 92.47% of this total, and affords the broadest and most effective selling coverage of the state's most important Latin markets! THE SPANISH KEY MARKET GROUP OF CALIFORNIA Station Market Freq. KALI, Los Angeles 5,000 watts 1430 kc KOFY, San Francisco/OakI and 1,000 watts 1050 kc KGEE, Bakersfield 1,000 watts 1230 kc KOXR, Oxnard/Ventura 1,000 watts 910 kc KXEX, Fresno 500 watts 1550 kc XEXX, San Diego/Tijuana 2,000 watts 1420 kc Represented by . -— Spanish Population 891,486 444,996 40,850 89,144 163,419 286,742 TOTAL 1,916,637 •Sources: U.S. Census I960 — "Latin American Population of L.A." — Far West Surveys 6/62; "The Mexican-American Market in the U.S." — Belden Associates 1962; "Latin American Population of S.F." — Far West Surveys 6/62; "The Latin American Radio Audi- ence of L.A." 1/64; Spanish Hooperatings Study 1/64. ^Tele-Radio & TV Sales, Inc. 733 Third Ave., New York, N.Y. YU 6-9717 505 No. Ervay, Dallas, Tex. Rl 8-2172 100 California St., San Francisco, Calif. YU 2-9933 30 SPONSOR ipansap IS FOR THE SPONSOR. NO OTHER PUBLICATION IS. October 19, 1964 31 WADO New York's important all-day Spanish station, programming to a loyal and responsive audience of over 1,300,000 Spanish speaking listeners . . . Offering advertisers an influential and vital approach to a burgeoning one-billion dollar market. WADO, Overwhelmingly The Dynamic Voice Of The Spanish-Speaking Community! THE ONLY STATION THAT COVERS SPANISH NEW YORK. NEW JERSEY AND LOWER CONNECTICUT iLL DAY-EVERY DAYl 1280 IN NEW YORK A MACFADDENBARTELL ,' i ^% m i m MEANS MORE... PENETRATING IMPACT BRAND AWARENESS CREATIVE MARKETING MERCHANDISING SUPPORT SPONSOR IMAGE COMMUNITY SERVICE AUDIENCE LOYALTY SALES! Use WADO's Unique Media-Marketing Con- cept To Reach And Increase Your Share of New York's Spanish- Speaking Market. |iiii|«iiwpw^Wi'g 32 SPONSOR WADO MEANS MORE TO IMPORTANT CLIENTS OF THESE ADVERTISING AGENCIES B.B.D.&0. BENTON & BOWLES D'ARCY AGENCY FOOTE CONE & BELDING J. WALTER THOMPSON KENYON AND ECKHARDT LAWRENCE CGUMBINNER LENNEN & NEWELL LEO BURNEH MAHHISON ASSOCIATES N.W.AYER OGILVEY BENSON AND MATHER S.S.C.&B. TED BATES WEST, WEIR AND BARTEL WILLIAM ESTY YOUNG & RUBICAM ...AND MANY MANY MORE WADO WILL MEAN MORE TO YOU, TOO! FOR MORE INFORMATION CONTACT: Sydney Kavaleer, V.P. and Station Manager, WADO, 205 East 42nd Street, New York 17, N.Y. TELEPHONE LE 2-9266 Sponsor OCTOBER 19, 1964 A special report on the U.S. Spanish-language market 35 Air media: doorway to the U.S. Spanish-speaking market 36 Fact and fallacy about the Spanish-language U. S. market 36 A market measured in billions 37 Marketing highlights of Spanish-language home product use 38 The Spanish-language 'brand switching phenomenon' 39 Where is the Spanish-speaking market? 40 Spanish-speaking families are larger families 40 Spanish persists as household language in United States 40 Radio and tv set ownership is high in Spanish-language homes 41 Spanish-language air media open door to burgeoning market 43 Does Spanish-language radio really sell? 44 Spanish-language air media help newcomers to Ameri- canize . . . while maintaining ethnic ties with Spanish heritage 46 Want Spanish-language availabilities? Here are the top reps in this field 46 Top 10 agencies in Spanish-language field 46 Top 10 clients in Spanish-language field 49 What Spanish-language broadcasters think of Madison Avenue 50 Will Spanish persist as language in 'Anglo' U. S.? 52 Contests and premiums 53 Directory of major Spanish-language stations in the United States 59 Directory of major radio-tv stations in Mexico with U. S. audiences 60 Directory of major radio-tv stations in Puerto Rico October 19, 1964 33 How will you merchandise it? After you've established the market, after your designers have made the product fool- proof, after your packaging personnel have okayed a package that does everything but bark, after your advertising agency has developed a consumer campaign that's the greatest thing since nylon— hov/ will you keep your dealers, retailers and all the other factors in your distribution channels steamed up? Use the specialized business press. To help open new retail accounts. To tell retailers' salesmen how to sell. To step up distribution. To tell about your consumer advertising campaign. To build a fire under buyers. No medium can compare in reach, in efficiency, in audience selection, in cost. There's an appropriate merchandising or industrial publication exactly suited to every manufac- turing or distribution problem. Tell us your problems and we'll name the publications that can help you solve them. The specialized business press is industry's reporter, manage- ment's instructor, the sales manager's divining rod, the marketer's market data source. Read by the man who wants to get ahead and the man determined to stay ahead, the business press teaches the newcomer, trains the analyst, retreads the old-timer. It serves, pinpoints, identifies. It is not all things to all men. It is specific, seeking out specialized markets. It isolates, clarifies, inspires. It reaches— efficiently. 1913 Eye Sfreef, N.W., Washington, D.C. 20006. Representing the 280 member magazines of National Business Publications, Inc., whose membership qualifications include independent audits by the Audit Bureau of Circu- \i lotions, the Business Publications Audit of Circulation, Inc., or the Canadian Circulations Audit Board Inc. 34 SPONSOR & iponsop OCTOBER 19, 1964 Air rnedis: doorwsy to the U.S. Spanish-spesking market Dou can't say that major advertisers today have never heard of the Spanish-speak- ing market in major U.S. cities and in key sales areas. You also can't say that the market is clearly defined, widely understood and correctly approached in the ad- vertising plans of major U.S. cor- porations. Growing awareness of the mar- ket, which many estimate at more than six million people with a total purchasing power of some $10 bil- lion, has triggered growing use of Spanish-directed media, particularly radio. The number of familiar brand names you'll hear today on Spanish-language stations gains steadily — Breeze, Camel, Coca- Cola, Fab, Silver Dust, Pan-Amer- ican Airways, Budweiser, Bufferin, Carolina Rice, Richfield Oil, Win- ston, to name a few. But the problem of understand- ing, appreciating and evaluating the Spanish-language market, and its air media, remains. Some major ad- vertisers and agencies admit the existence of the Spanish-language market, for instance, while main- taining that English-language media — general-market radio and tv in- cluded — will do the basic job be- cause of the bilingual quality of much of the Hispanic-derived U.S. market. This is the crux of the Spanish- language -market problem. A comment by Warren Shuman, veteran rep in the Spanish air media field and manager of Tele-Radio & Tv Sales, to Sponsor two seasons ago still applies: "The point is not the degree to which the Spanish- language market speaks or under- stands English, but rather how this group can best be sold goods." The Spanish-language market can make an important difference in an advertiser's profit-and-loss figures, particularly in the areas of foods, beverages, household prod- ucts, automotive supplies, soaps and cleansers, tobacco products and ap- pliances. Sponsor's own survey of broad- casters in the Spanish-language field produced one result which should make many advertisers won- der, indeed, if their advertising- marketing plans are really com- plete: a mere 1 percent of the res- pondents felt that major advertis- ing agencies were "well-informed" on the subject of Spanish air media. It is in an effort to help close this informational gap on the part of admen and marketers that Spon- sor presents the extensive report on the following pages. ♦ October 19, 1964 35 How big is it? • How high its income? Fact and fallacy a 13 o u t the FALLACY: "The Spanish-speak- ing U.S. market really isn't big enough to be worth an advertiser's time and trouble." FACT: Estimates vary concerning the number of Spanish-speaking people in this country, ranging from about 4.5 million (a very con- servative figure, used by some agencies and based on the census check of Spanish-surname citizens in 1960) to as much as six million or more (an informed guess which includes many Mexicans in towns just over the border, such as Juarez or Nuevo Laredo, who shop or work in the United States). The market is concentrated in a crescent which swings from Florida to the mouth of the Rio Grande across Texas, New Mexico, Ariz- ona and up into California. In the North, the concentration is in Chi- cago and large northeast cities, notably New York. As many people speak Spanish in New York as speak it in Barcelona, even though the accent is markedly different. FALLACY: "Most of the Spanish- speaking U.S. market is composed of Johnny-come-lately immigrants in a low economic and purchasing bracket." FACT: It's true that there's been heavy migration from Puerto Rico to the New York area since World War II, although half of the lucra- tive island tourist trade these days is from Puerto Ricans going back home for visits. It's also true that the official migration rate from Mexico to the United States is about 55.000 annually. But the La- tin element in the United States is , hardly new. Many Spanish-speak- ing families in the Southwest are descendants of Spanish families which have lived there since the I 1750s. In much of Texas, Ameri- i cans moved into what was an area i of Spanish heritage in the mid-1 9th century, with much the same hap- pening in southern Florida. Puerto : Rico was a Spanish colony from the time of the conquistadores un- til it became U.S. soil. On an economic level, Spanish- speaking males. 14 and over, have a median income in the United States of some $2800, and women | score about $1100. This isn't high, ■ but at the same time families are ' large and often everybody old A market measured in billions i Advertisers and their agencies are being forced to recog- ' nize the Spanish-speaking market in this country by the , i Strength of purchasing power and language difference What amounts to a quiet Latin in- vasion of the United States is changing many of the marketing habits of U.S. broadcast advertisers: • In Tampa, a pretty, natural blonde in stretch slacks finishes her shopping at a local supermar- ket, thanks the boy who carries her grocery packages in English, hops into a late-model convertible and turns to her mother, with whom she talks in Basque-accented Spanish. • In Laredo, a Mexican busi- nessman and his family, on a shop- ping tour from over-the-bridge Nuevo Laredo, buy an electric toast- er advertised on a border radio sta- tion, and pay for it in pesos. • In Los Angeles, a telecast on KMEX-TV of the annual Inde- pendence Day festivities in Mexico City draws a large and devoted audience even against the competi- tion of seven VHF channels tele- vising in English. • In New York, the brewing company which made "Miss Rhein- gold" a national personality is quietly easing up on this theme; it doesn't sit too well with New York's Puerto Ricans, who re- sent the well-scrubbed-American- girl look of most contestants and who drink some 20 percent of all the beer in the city. Advertisers and agencymen who are willing to take the time, trouble i and effort to study the U.S. Span- ish-speaking market — a market ; whose disposable income has been reckoned as high as eight billion i dollars annually — can find many : such examples of the growing strength of the Spanish-speaking market. Some, however, will content themselves with oft-repeated fal- lacies about the Spanish-language market, which at least will keep them in a state of marketing eu- phoria without making waves. Which route will be followed is an increasingly important question in American marketing. 3« SPONSOR • How dominant the language? • Is it brand conscious? • How do you reach it? Spanish-language U.S. market enough to work is doing so. Thus, "household" income in New York, for example, is nearly $4500 on the average in Spanish-language homes, and is even higher in other Spanish- speaking areas. The Cuban refugee influx in Florida is a particularly interesting situation; thousands en- tered the country but few are on civic relief rolls. As for general household purchases, Spanish- speaking homes match the average "Anglo" home on most household items, exceed it on others (soft drinks, beer, rice, etc.), lag behind only on special purchases (new autos, certain foods, luxury items). In Southern California, more of a "settled" Spanish-speaking area than the New York City area, a rising socio-economic tide is evi- dent. In a 1962 study prepared for KALI, Far West Surveys, aided by such sources as Bureau of the Cen- sus. California State Department of Public Health, etc.. placed the median income figure for the area's Latin-descent families at $5762 — about $1000 higher than the fam- ily-income median in New York City's Spanish-language homes. In the same geographical area, a 1964 checkup by Belden Associates found that 23 percent of Spanish-language radio households had family incomes of $4000 to $5000 and 21 percent were in the $5000 to $7000 cate- gory. Not everyone in such families has a job. inc'dentally; more than nine out of 10 males (household heads) are employed, but only a third of the women — with the bal- ance largely available to advertisers at home via Spanish -language day- time radio. FALLACY: "The official language of the United States is English. As Spanish-speaking immigrants learn English, the market disappears and can be reached by the usual English- MARKETING HIGHLIGHTS OF SPANISH-LANGUAGE HOME PRODUCTS USE With over a million Spanish-speaking residents. New York City is the largest concentration of Latin-descent population within the borders of the United States. (California and Texas have more people, but they are distributed over a larger geographi- cal area.) Although the Spanish spoken in New York— largely with a Puerto Rican accent— is not the same as the Spanish of Los Angeles or Brownsville or Tampa, much of the product usage reported below in a 1 964 study by Pulse for WHOM is considered "typical" of Spanish-language U.S. homes by marketing ex- perts. Highlights of the study: • Spanish-language families spend nearly $6,000,000.00 a week for food in New York. Most of the shopping is done on Friday and Saturday; 51 percent prefer to shop at su- permarkets, 30 percent at independents and 19 percent at both. Median weekly expenditure for groceries: $28.20. • Virtually all homes, 99 percent, serve white bread with two-thirds preferring wrapped brands and one-third buying in local bakeries. • Rice, a Spanish staple, was found in nearly all homes. Spanish, American brands are about equally preferred. • Marcaroni, spaghetti and tomato sauce, usually associ- ated with Italian rather than Spanish tastes, are served by more than 95 percent of the families, as are salad and olive oils. • The use of coffee is at a high level of 93 percent with Spanish blends predominating. Instant coffee is used by less than 28 percent. Tea is also a popular beverage in 89 percent of the homes surveyed. • Both hot and cold breakfast cereals show a high level of use, over 89 percent. Packaged crackers and cookies are 87 percent and 73 percent respectively. • In the fields of drugs and cosmetics, headache and in- digestion remedies are used in more than 95 percent of homes, personal deodorants in 93 percent, hoir shampoos and tonics in more than 80 percent and liniments in 69 percent. While razor blades are used by 95 percent, electric razors were found in only 7 percent of homes. • Cold beverages are popular with Spanish-speaking households. Soft drinks were found in 98 percent while beer and ale are consumed in 77 percent. More than 48 percent of families serve wine. • More than 72 percent of the Spanish-language popula- tion smokes cigarettes but cigar smoking is represented in only 14 percent of homes. • Canned fruits were found in 95 percent of homes while 87 percent serve canned vegetables with Spanish labels well represented. Canned fish products were found in 73 percent and canned meats in 66 percent of homes. October 19, 1964 37 language broadcast, print and other media." FACT: Spanish cuhure, of which the Spanish language is an integral part, is remarkably durable. Home- oriented, it resists change mightily, in the opinion of those familiar with the Spanish-speaking U.S. market. Spanish is a sort of Esper- anto of the Western Hemisphere; in California, for instance, 98 percent of schools teach it. Since it is less of a "foreign language" than, say, Danish, and since it is not partic- ularly a factor for social discrimi- nation, there's no innate push on the part of Spanish-speaking fam- ilies to get rid of it, and it is passed from generation to generation. Certainly, many who originally spoke only Spanish become bi- lingual. But it is regarded as a social or business skill, like learning to play a piano or operate a tur- ret lathe. Furthermore, Spanish- speaking Americans often "cluster" in communities and on the job. This further preserves the language. English-language media do reach the Spanish market, and English- language radio and tv do have some impact. But advertising media are generally part of the framework of "leisure time," and when the pres- sures are off in Spanish-language homes, Spanish is the household language. (A Pulse checkup in New York recently, where over a mil- lion people speak Spanish, showed that only 7. 8 percent spoke only English at home and three out of four consider that advertising in Spanish has more meaning to them.) Many agencies feel, because of strong saturation of radio and tv sets in Spanish-language U.S. homes, that generul-maiket broad- cast commercials get through. They often don't — even in families where English is fluent. FALLACY: "There's no real prob- lem in reaching the Spanish-lan- guage market. Spanish is Spanish. You just translate your copy and commercial into Spanish and place it in the right markets." The Spanish-language 'brand switching phenomenon' Among Spanish-language migrants to the U.S., a curious phenomenon takes place. There is a genuine, recognizable drive to "Americanize" themselves, in terms of products, goods and services. Brands which may have been popular in house- holds in Puerto Rico, Mexico, Cuba, Dominican Republic, etc. are shoved aside in favor of U.S. brands, with much of the switching guided by Spanish-language air me- dia. A good case in point is India Beer, an extremely popular brand in Puerto Rico, where it has 47 per- cent of the beer market and rival Schaefer has a mere 1 percent. When a Puerto Rican makes the jet hop (some three hours) to New York, the situation reverses over- night. Although India Beer is dis- tributed in New York City, and is currently promoting a 25th anni- versary heavily, it has only 1 per- cent of the New York Puerto Rican beer market, while Schaefer has 38 percent. Cerveceria India, Inc., has taken the hint, now pursues Puerto Rican families in New York via spot radio campaigns and print media. Other Spanish-type brands, such as Cafe Bustello (bought not long ago by Nestle), hold their high market po- sitions only with heavy Spanish media use. lA CERVEZA DE PUERTO RICO FACT: It's true that the basic i. written language has little variance in Spanish-speaking areas. A resi dent of San Juan or Mexico Cit} has no great trouble in making him- self understood while visiting Ma- drid, just as New Yorkers can some- how communicate to their cousin« in London. But there are definite regional accents and local peculiar- ities in the language which can aid. or hamper, a radio-tv campaign in Spanish. A Puerto Rican adman. Premier Maldonado, a vice-president of Gotham-Vladimir, points out "a marked difference between the Spanish spoken in Puerto Rico and , the Spanish in other Latin Ameri- can countries and Spain." For one thing, a lot of English ("windshield wiper," etc.) has crept into the Puerto Rican vocabulary, and many generic items (such as auto tires) have a different name in Puerto Rican Spanish. In Texas, and along the border into California, the influence is Mexican Spanish. It is a self-per- petuating influence, too. since some 250,000 tourists a year come to the United States from Mexico, not to mention visits by Mexican-Ameri- cans to what many consider their real homeland. (A veteran station rep in the Spanish field puts it this way: "When a Mexican-American in Texas speaks of the capital of the United States, he says 'Wash- ington.' When he speaks of 'the capital,' he means Mexico City.") In Florida cities such as Miami and Tampa, the big influence today is Cuba, thanks to the great influx of refugees from the Castro regime. However, this is an overlay upon the basic cultural structure of Spain, as handed down by descendants of original settlers from Cuba in the early 1800s and the Basque coun- try of Spain. In short, you can't just have a commercial translated by someone knowledgeable in the language. In addition to missing out on the par- ticular sales approach of strong local personalities, you may run afoul of local vagaries or accents in Spanish. A few large stations, such as San Antonio's KCOR and New York outlets WHOM, WADO and WBNX, and such specialized com- mercial production houses as New York's The Latin Sound (along 38 SPONSOR with some of the leading station reps, who farm out such work through their own contacts) do handle such custom commercials for their local markets, or even for multi-market use where local situa- tions are known by experts not to be a problem. FALLACY: "Spanish - speaking consumers bring their brand pre- ferences with them from 'the old country,' and it isn't worth the ef- fort to try to get them to change." FACT: In the face of a continuance of Spanish cultural and family traditions, this one would seem to make sense. But it is a peculiar characteristic of recent migrants to the United States from the Latin world that many of their brand or product habits are dropped in favor of an "Americanization" which does not necessarily extend to the English language. A 1962 study by W. R. Simmons and Associates for El Diario-La Prensa, for example, shows that among Puerto Ricans in New York, the favorite headache remedy is Bufferin, with a Sterling product called Cortal getting 1 1 percent of the market. In Puerto Rico itself, Cortal has a whopping 43 percent of the market. Similarly, Heinz Baby Foods has 32 percent of the market in Puerto Rico, but among Puerto Ricans in New York, Heinz has only two percent. Beer brands are also switched. India beer, a local product, is the big name (47 percent of market) in Puerto Rico; Schacfcr has a mere 1 percent. Both are available in New York City, but the positions arc virtually re- versed among Puerto Ricans in New York. What makes for changes such as these, or those found in the South- west or in Florida? To a mild extent, it's product availability; many everyday Mexi- can products (or even those with California WHERE IS THE U.S. SPANISH-SPEAKING MARKET? Chart below is based on U.S. Census for 1960 (which pinpointed families with Spanish surnames), plus projections which are the con- sensus of agencymen, media reps and others close to the Spanish- speaking market. Total for all market areas in chart is 8,880,000 and is considered 'reasonable" estimate. Areas and cities with con- centration of Spanish-speaking residents are listed in descending order of numerical importance. Puerto Rico, although often treated as an "export market" in advertising plans, is included in these U.S. figures. MARKET SPANISH-SPEAKING PRINCIPAL ETHNIC MARKET SPANISH-SPEAKING PRINCIPAL ETHNIC AREA POPULATION DERIVATIONS AREA POPULATION DERIVATIONS Puerto Rico 2,650,000* Mostly island-born. Many Arizona and 310,000** Similar to California and families descended from or- New Mexico Texas. Primary ethnic strain iginal Spanish settlers, but is Mexican-Spanish. Phoenix, there has been considerable Albuquerque are largest intermarriage with Indians, population centers for Span- Negroes, etc. ish-speaking. 2,100,000** Texa New York City 2,000,000* 1,100,000 Florida 375,000 Some direct descent from early Spanish colonials, but primary ethnic strain is Mex- ican-Spanish. There is steady migration to this area from Mexico. Similar to California. Span- ish-speaking Texans are lo- cated primarily along U.S.- Mexican border, in large border markets (El Paso-Juar- ez, etc.) Primarily Puerto Rican mi- grants (about 70 percent) and Cubans (about 20 per- cent). Most live in central city in "communities" (86 percent), a few in nearby suburbs. Nearly half of Florida's Span- ish-speaking population Is Cuban descent, largely refu- gee. About two-thirds of to- tal is in either Miami or Tam- pa. Although not a border state, Colorado has large Mexican- descent population in Pueb- lo and Denver. Ethnic strain is similar to that of New Mexico. About half of area's Span- ish-speaking residents are of Puerto Rican descent. Area is growing as a migration center for both Puerto Ricans and Mexicans. Another "growth area" for Spanish-speaking settlement; two-thirds is of Puerto Rican descent, many move in from crowded New York City areas. Smallest U.S. Spanish-langu- age major market, but the most "cosmopolitan" since figure includes the sizable (over 30,000) Latin diplo- matic colony. 'Estimated for 1964-65 by Commonwealtfi of Puerto Rico Economic Development Administration. **lncludes citizens of Mexico in border markets (Nuevo Laredo, Juarez, Tijuana, Nogales, etc.) who have regular access to U.S. retail shops within United States. Colorado Chicago Philadelphia Washington 145,000 85,000 70,000 45,000 October 19, 1964 39 names like Colgate which are made in Mexico) become import luxuries, and you can hardly find a good Havana cigar these days. More practically, it's a case of strong promotion and advertising effort by advertisers who have taken the trouble to approach the U.S. Span- ish-speaking market effectively, particularly through air media. ♦ Spanish-speaking families are larger families Traditionally, families of Latin- American origin are larger families. Many factors — tradition, religion, economic level, education, etc. — are involved. However, such homes, from the advertiser's viewpoint, are excellent markets for baby foods, convenience foods, clothing, deter- gents, soft drinks and a host of other products. An independent survey in the Southern California Spanish-speaking market in 1962 produced these responses from "Anglo" (i.e., non-Spanish-descent) homes and from homes basically of Latin American lineage to queries on household size. Number in Anglo Latin household homes homes One 9.5% 2.8% Two 25.5% 11.5% Three 19.7% 16.4% Four 20.9% 19.4% Five 13.8% 19.7% Six 6.4% 13.2% Seven 2.4% 11.3% Eight or more 1.8% 6.0% Note: While less than 2.5 percent of Anglo families have seven peo- ple under one household roof, more than 1 1 percent of Spanish- speaking families are in this cate- gory, and 6 percent have eight or more in the household. Often, everyone from teenagers up in a Spanish-language household is a wage earner. SPANISH PERSISTS AS HOUSEHOLD LANGUAGE IN U.S. in U.S. markets along the Mexican-U.S. border, an immigrant or even a native-born U.S. citizen can live most of his life without really having to learn English at all. In California, the bilingual home is common in the Spanish market (a 1962 study by Far West Surveys in Los Angeles Spanish-speaking homes showed that 90 percent of respondents used Spanish at home, even though from 60 percent to 80 percent could speak English, often with great fluency). In New York City, a study by W. R. Simmons and Associates for "El Diario-La Prensa" in 1962 showed this high usage of Spanish, even though the city is by no means part of Spain's colonial heritage: LANGUAGE USUALLY SPOKEN AT HOME Spanish usually spoken English usually spoken Both languages spoken 96.0% 2.3% 1 .7% RADIO AND TV SET OWNERSHIP IS HIGH IN SPANISH-LANGUAGE HOMES There are no national figures available as to the penetration of radio and tv in Spanish-language households, and where such figures exist they are on a market-by-market basis. Here are some key markets and latest available radio-tv figures: SOUTHERN CALIFORNIA: A Belden Associates study in Janu- ary, 1964, for KALI showed that radio ownership and tv ownership averaged the same for the Los Angeles area— 91 percent— in Spanish-language households. The same re- search firm found that 30 percent of the homes had two or more radios. In the same home group, 68 percent of families owned cars, and 82 percent of the cars had work- ing radios. Studies by ARE and Facts Consolidated both show that KMEX-TV, a Spanish-language UHF independent, has achieved a basic audience of over 175,000 Spanish- speaking homes in the Los Angeles area through conver- sions or new-set purchases. NEW YORK CITY: A 1962 survey by W. R. Simmons & As- sociates showed a radio penetration of 97.2 percent in Spanish-language New York homes which read the city's daily Spanish-language newspaper, and a tv ownership of 90.2 percent. A somewhat broader study by Pulse in the same market, made at about the same time, showed a radio ownership figure of 97.4 percent (similar to Simmons study), and a lower tv-owning figure of 61 percent. COMMONWEALTH OF PUERTO RICO: Most advertising agen- cies on the island agree that radio ownership in Puerto Rican homes is at a saturation level of well over 90 percent. Tv ownership lags behind, partially because it is a big-city phenomenon and partially for economic reasons, and is generally considered to be about 66 percent. FLORIDA: In Miami and Tampa, both of which are growing as Spanish-speaking markets thanks to Cuban and Puerto Rican migration, radio ownership is virtually universal, with Pulse reporting that Spanish-speaking households have "an average of two radios per home, and 21 percent have three sets or more." No recent figures are available as to tv set ownership, but it's estimated to be less than 70 percent, a figure important for marketing knowledge but not competi- tive with radio. 40 SPONSOR Veteran Spanish-language broadcaster Ro- berto Adame of KGEE Bakersfield looks over a group of national and regional products sold regularly to Spanish-speaking listeners on the station. They range from beer and vitamins to dairy products and packaged bread. ish-l3ngu3ge 3ir rnedis open door to burgeoning market In U.S. markets where the Spanish lan- guage is an important form of basic communication, stations serving this ethnic segment find growing audiences ■ In any large U.S. market today, it's no trick to find a general-appeal radio or tv station on which 70 percent or more of the spot billings are from national or major region- al advertisers. Such stations are the exception, rather than the rule, in Spanish-language air media: The Latin market within the United States and in Puerto Rico is in the midst of a growth boom. It is clearly multiplying at a rate faster than the popuLtion growth in "Anglo" homes. It is growing in disposable income per family, and in over-all spending power. It is, however, unlike the U.S. Negro market in some important ways, and its air media are unlike Negro-appeal stations for the same reasons. Whereas U.S. Negroes almost universally speak English and tune to Negro-appeal stations because they offer news of the Ne- gro community, Negro artists, in- terviews with Negro leaders, etc., Spanish-language homes dial Span- ish-voiced air media primarily be- cause of the language and second- arily for news and entertainment geared to the Latin market. What makes a Spanish-speaking home different from a Negro home, in many cases, is a considerable pride in a Latin cultural heritage and a desire to preserve it. Thus, Spanish-language stations play a role similar to Negro-appeal sta- tions in that they are programing for a minority audience — a "min- ority," incidentally, which is some- times larger than the number of English-speaking homes in an area. But they differ from Negro-appeal stations in that there is less of the feeling of racial stress, reported or implied, and more of a feeling of ethnic pride in program content. Advertisers, meanwhile, have not given the Spanish-speaking air media the kind of attention which has recently been given Negro-ap- peal air media. Broadcasters within the field have been quick to give reasons: "There's no 'race riot' activity in the Spanish-language market that compares to that in the Negro mar- ket, and there hasn't been the kind of 'let's-do-something-for-the-Ne- groes' feelings aroused in outsiders," says a New York broadcaster whose station programs for the city's large (over 700,000 Puerto Rican colony. "The Negro market is right under an advertiser's eyes in most large U.S. cities, but the Spanish-speaking market is light years away from Madison Avenue, particularly down here," says the manager of a Spanish-voiced radio station in a large Texas market. The real reason why national advertisers seldom make up more than 30 percent of the billing on a "typical" Spanish-language U.S. station, other than those in Puerto Rico where almost all stations are Spanish-voiced, is two-fold: 1 . Advertisers are largely un- aware of the importance of the Spanish-language market today, since it is not normally measured and reported in the usual marketing and research studies. 2. Even where advertisers are aware of the Spanish-speaking mar- ket, and air media associated with the market, there is often a feeling on the part of admen that enough of the Spanish-speaking U.S. pop- ulation is reached through "gen- eral" air media and print to make October 19, 1964 41 the extra ellori more trouble than it's worth. Thus, many advertisers pass up a good bet in the Spanish-language market through a eombination of lack of knowledge and lack of ini- tiative. One station rep in the Spanish-language air media field, Richard O'Connell, puts it this way: "The trouble is, many agencymen just simply close their minds to the U.S. Spanish-speaking market. When you try to tell them that 25 to 30 percent of the border econ- omy comes from Mexicans who shop in the United States, they think you're crazy." Spanish-language air media abound in advertiser bargains, since virtually every station in the field would like to have more na- tional spot business, and the sell- ing is highly competitive. WSOL Tampa airs a Monday- through-Saturday series called La Hora Latina, which is actually not an "hour" at all but more like a Spanish version of Monitor. A num- ber of five-minute features — news, English lessons, sports highlights, etc. — are carried. This is what the advertiser's dollar buys: "Advertisers purchasing any of the [program's] features receive: a 15-second opening message an- nouncing the name, address and product or service of the sponsor of the feature; a full 6()-sccond commercial (no charge is made for translation from English) in the middle of the feature advertising the product or service of the spon- sor; a 30-second announcement at the closing of the feature also men- tioning the advertiser's name, ad- dress and product or service of- fered. In addition, the sponsor re- ceives free of charge, two promo- tional spots every day inviting the audience to tune in that particular feature, sponsored by the adver- tiser." Such deals are not uncommon in the Spanish-language broadcast field. Rates for spot radio or tv slots are generally quite modest, and the kind of money which buys only a few IDs in large tv markets makes a loud splash in Spanish- voiced air media. Is the pursuit of Spanish-speak- ing consumers through specialized air media worthwhile? Part of the answer can be found in marketing facts, which are ex- plored elsewhere in this special Sponsor report. Part, also, can be seen in the following quote taken from a memo on the California Spanish-speaking market prepared for internal use at McCann-Erick- son. (In California, Spanish-speak- ing households are somewhat more apt to be bilingual. There is steady migration from Mexico and other Latin areas, but the area is not a direct settlement area for huge groups of Spanish-speaking-only Latin newcomers — as are New York and Miami — and does not have the same degree of border shopping as does the Texas-Mexi- can boundary.) Said the memo: "You can probably reach be- tween 60 and 80 percent of the Spanish-speaking population through general radio, tv, newspap- ers and magazines. The figures, of course, do not show if you can ef- fectively sell them. Since we are hazy as to how many of these people do not actually understand English, let us approach the matter in this way — can you sell the majority of Span- i ish (speaking) people via Spanish media better than through English media? "The obvious answer is yes. Ethnic groups, no matter what their background, feel that if an adver- tiser thinks enough of their busi- ness to come after it through their own media, then they will be more receptive to the message." To approach the Spanish-lan- guage market via Spanish-voiced air media for a nationally adver- tised product involves station reps to a larger degree than virtually any other form of broadcast ad- vertising. The leading reps in the field are specialists who are used ^ to dealing both with agencies which think along more traditional media lines and with stations far removed from computerized buying. On one major point of Spanish- language air media use nearly every executive in the field is agreed: what works in one area may back- ' fire in another because of varia- tions in the local Spanish spoken and because of the programing formulas which stations have found will work in their particular areas. Stations like WHOM, WBNX and WADO in New York, for in- Even general-market stations are programing for the Spanish-speaking radio audience. Capitalizing on baseball interest this year among growing Spanish-language segment in Philadelphia is WTEl, which broadcasts sports show from local firm featuring Phillies stars as hosts. "l^r^^OF-^ p^^ffr^'^W^ jr* Hundreds of Spanish-speaking women turned out in San Antonio for a special show by KCOR, as shown above. The show was aired on radio. 42 SPONSOR stance, do not bother to carry sportscasts of bullfights; it just isn't part of the culture of Puerto Ricans, who make up most of the city's Spanish-speaking element. Taped bullfights from Mexico City, however, are popular on cutlets such as KMEX-TV Los Angeles and KWEX-TV San Antonio, and on other tv outlets which buy pro- grams from Mexico's Telesistema. A Spanish-language station like KWKW Los Angeles or KCAL Redlands, for example, will feature many Mexican musical artists via records, and will have extensive coverage of Mexican political de- velopments and national holidays. At the same time, the Mexican in- fluence is felt much more lightly on stations like Miami's WFAB or WMIE, which give heavy attention to developments reported in Cas- tro's Cuba or to news of a hurri- cane bearing down on Puerto Rico. From the advertiser's viewpoint, this means that he must usually (not always) depend primarily on local-level air personalities to voice his sales message, using whatever "local style" has proved popular with listeners. He is by no means getting a second-best commercial treatment; it's practically impos- sible, admen familiar with the field agree, to develop a uniform, na- tional Spanish-language air media campaign for a major product. However, many supportive ele- ments of the campaign — mer- chandising pieces, premium offers, display units keyed to radio or to tv announcements, etc. — can be developed for multi-market use. That the Spanish-language radio and tv stations in the United States, in Puerto Rico and across the Mexican border serving U.S. mar- kets are finding ready acceptance and a genuine "hunger" for their programing isn't always easy to prove to an advertiser or agency. One good case in point, however, ;Was provided Sponsor in its survey of Spanish-language air media by KWAC Bakersfield, Calif., whose manager, Ed Hopple, reported: "The interesting 'story' KWAC has to tell is the fact that it went Spanish on Nov. 1, 1963. In the January general Pulse (to which the station did not subscribe), KWAC came out number two — with more ladults listening in the morning driv- October 19, 1964 ing times than any other Bakers- field station. The interesting thing to note is the 9 percent increase in the sets-in-use in the morning seg- ment. "Analysis shows that the Span- ish-language element (18 percent of the general population) started to listen to radio in the morning. The afternoon (basically English- language at that time) showed little or no increase in sets-in-use." Often geared strongly to premi- um offers, redemption offers, con- tests, endless syndicated soap operas in which domestic crises are a way of life, parades and other festivities, sports and specialized community projects, Spanish-language radio and tv sometimes strikes big-city agency- man or client as being a bit naive. In a way it is, and broadcasters do not deny this fact. But, it is providing a brand of service and entertainment which mirrors listen- ers and viewers — and gets results. This, typically, was a "case his- tory" result story to be found in Spanish-language air media, report- ed to Sponsor by KIFN Phoenix and concerning a nationally adver- tised pharmaceutical product: "Commenced use of KIFN as its sole advertising expenditure (to Spanish-language market) in cen- tral Arizona area in February, 1962. Used modest budget for flights on a seasonal basis. "In February, 1963, the records showed a 33.4 percent increase in sales. Monthly budget was left same, but fUghts were discontinued in favor of year-round schedule which actually increased advertis- ing expenditure by nearly 40 per- cent. "A 1964 recap showed that sales again had increased another 3 1 per- cent over previous period. Budget has been increased by a third." Such results speak for them- selves. ♦ Does Spanish-language radio really sell? National advertisers use a wide variety of advertising media, and thus it is difficult — if not impossi- ble — to pin down a cause-and- effect relationship between a par- ticular medium and product sales. In the Spanish-language radio field, the "pull" of the medium has often been directly demonstrated in the sackloads of returns in contests and self-liquidating premium pro- motions. Some admen, however, write these off as "freaks," or at- tribute it simply to a supposed Latin fondness for obtaining something- for-nothing when buying a product. Two clear-cut marketing exam- ples, unearthed in studies in 1954 and 1960 for Los Angeles' KALI by Belden Associates Marketing Research, however, give a striking picture of the changes in market rankings caused by the use of Span- ish-language radio: • INSTANT COFFEE: In Span- ish-speaking Los Angeles homes in 1954, Nescafe was the leader with 34 percent of the market. Max- well House was close behind with 33 percent. Borden's Instant had 14 percent and Chase & Sanborn had 6 percent. Folger's had a mere 3 percent. During the intervening six years, Folger's launched a major. continuing campaign in Spanish- language radio. In 1960, another Belden survey showed Folger's with 20 percent of the instant coffee market in Spanish-language Los Angeles households, highest for any brand. Nescafe, with little direct approach to the Spanish-speaking market, had fallen from its top spot to a 10 percent level, and Maxwell House to 15 percent. • ALL-PURPOSE SHORTEN- ING: In wide use in Mexican- American cookery, shortening is an important market item in Spanish- language communities. In 1954, a Belden checkup in Los Angeles showed that Crisco had 47 percent of the shortening market, Luer's (local brand) had 11 percent, Spry had 8 percent and Rex (regional brand) had a mere 4 percent. In the intervening years between 1954 and 1960. Crisco received little or no direct promotion to the Spanish- language market, although it had heavy spending in general media. Rex, however, was the subject of a continuing campaign in Spanish- language radio. In 1960, Rex had jumped to the leadership position with 31 percent of the market in Spanish-speaking households, trailed by Crisco with only 19 percent. 43 Spanish-language air media help newcomers to ''AmericaniJ^' Public service show aimed at some 500,000 Spanish-speaking residents of Northern Calif- ornia is weekly 15-minute series featuring bilingual SSgt Angelina Laguna as a d. j. re- cruiter for WACs. Spanish-voiced KOFY re- ceived commendation from Army brass for work done by Charles Lynn (I), Frank Crennan. It's "Se habia Espanol" with this Santa. He's William Valentin Rico, without his whiskers, news director of Spanish-language independ- ent WHOM New York. He has made this an annual stint at Christmas party sponsored by station for Puerto Rican youngsters familiar with mainland customs who speak Spanish. Mainland fondness for beauty contests has counterpart in New York Spanish-language market, where WADO this fall held windup of "Miss Latin America" contest sponsored by Schlitz. Over 1100 people attended special coronation ball. Winner, Inez Delgado, is in center, pictured with two runner-up finalists. Former Cuban radio-tv star, bilingual Maria Gutierrez conducts Spanish-language home- making show on Miami's WMIE. Her specialty is helping Cuban refugee housewives to un- derstand American-style weights and mea- sures, recipe directions, meat cuts, etc., since many had depended on household servants. 44 In-store merchandising aids Spanish-language commercials to make their final sales impact, and is widely practiced among large-mar- ket outlets aimed at Spanish-speaking new- comers. In Miami-area store, Carlos Borges (I), WFAB account exec, looks over Budweiser promotion with Guillermo Nunez, owner. Beer is a heavy consumption item in Spanish- language homes, and major beer brands in Spanish-speaking areas compete strongly for new customers. P. Ballantine & Sons (with R. J. Reynolds) sponsors Spanish broadcasts ' of Yankees on WHOM features sportcasters ' Jose Ramon Diaz (I) seen with Yogi Berra. SPONSOR '■ S££ik£k^L^&i.l Parades in Spanish-speak- ing areas of Los Angeles are covered for Spanish- language tv homes by KMEX-TV, ethnic-slanfed •v UHF independent. while maintaining ethnic ties with Spanish heritage International stars of Latin-American world .get a big play in Spanish-language U. S. I broadcasts, and help form a "bridge" between .United States and ethnic homelands. Here, I noted dancer Jose Greco (c) is interviewed for "La Hora Latino" on Tampa's WSOL. Pro- , grams even go to local cigar factories. '^JIjifiAoac-^A-^.. KOXR Oxnard, Calif, staged promotion with a traditional Mexican "mar- iachi" street band at Morning View Homes, a housing project in Span- ish-speaking area which sold several houses via radio commercials aimed at emerging Mexican- American middle class. On another WBNX front, station pitched in to help raise funds for annual "Puerto Rican Day" pa- rade by staging "Mara- thon" which raised sever- al thousands. Puerto Ri- cans in New York ma:n- tain close ties with is- land commonwealth, like heavy diet of news of homeland, baseball re- sults, election reports, storm warnings and so forth in fheir radio fare. Strong premium offer on KVOZ Laredo was of- fer of "Virgen de Guadalupe" plaque in ex- change for Pet milk labels. Listeners, largely of Mexican descent, mailed in over 80,000 labels. |ln another Pet milk promotion on same sta- tion, 70,000 labels came in for nylon mantilla. Sponsor runs two or three premiums annually. When town of Alazan in Mexico was struck by smallpox, Fresno's Span- ish-language KXEX or- ganized relief mission among station's Mexican- American listeners, dis- patched an airlift of sup- plies and clothing across border to aid refugees. Newsman Victor Gacia of KXEX covered story for radio listeners, anx- ious to hear word of their Mexican relatives. Los Angeles County Fair this year pulled big at- tendance (over one mil- lion), with a key attrac- tion being section called Mexican Village, featur- ing folk art, music, food. Spanish -language KWKW, which covered Republican Convention in Spanish, set up booth in Mexican Village, plugged such sponsors as Lucky Lager, Folger's Coffee. October 19, 1964 45 Want Spanish-language availabilities? Here are the top reps in this field ■ Although there are phins for everything from program inter- change to a Spanish-language radio news service in the works, there are at present no true "networks" of Spanish-language radio or tv sta- tions in the United States or even on the Mexican side of the border. The simplified buying in a net- work pattern, however, is available to a large extent through station representatives who specialize in the Spanish-language field. Because of the nature of the business, these reps perform not only as time sell- ers but as program consultants and commercial advisers to agencies and stations. Following is an alphabetical list of station representatives in the Spanish-language broadcast field. • The Latin Network: Newest station rep in the field. TLN is actually an international group of radio stations (three in United States, all of which are UBC out- lets, plus eight over Mexican bor- TOP 10 AGENCIES IN SPANISH-LANGUAGE FIELD These are the 10 agencies most frequently mentioned in connec- tion with accounts advertising in a SPONSOR survey. 1. Glenn Advertising, Inc. 2. Batton, Barton, Durstine & Osborn, Inc. 3. Gardner Advertising Co. 4. William Esty Co. 5. J. Walter Thompson Co. 6. Erwin Wasey, Ruthrauff & Ryan, Inc. 7. Tracy-Locke Co. 8. Post-Keyes-Gardner, Inc. 9. Dancer-Fitzgerald-Sample, Inc. 10. Wade Advertising, Inc. der). Pricing is modest, and a min- ute spot can be had on each station for total package price of $50. Sales are handled through United Broad- casting Co., whose owner, Richard Eaton, has been pioneer in ethnic broadcasting. Sales offices or con- tract representative deals can be found in New York, Chicago, At- lanta, Washington and Mexico City. • National Time Sales: Handles sales for National Spanish Lan- guage Network in single-invoice purchase, with translation and pro- duction services available. Radio stations are in a trio of Mexican border cities and a dozen U.S. mar- kets, including California, Miami and San Antonio. Firm has offices in New York and Chicago, with authorized reps in Atlanta, Los An- geles and San Francisco. NSLN has featured offer of 10 percent dis- count for full group buy. • Richard O'Connell: Functions as a consultant firm and as sales rep for The Sombrero Group, three Spanish-language stations in Texas plus two Mexican stations and a Tucson outlet. All are radio sta- tions. Office maintained in New York City, and in association with Pearson National Representatives. • Spanish International Network Sales: Handles time and program sales to U.S. advertisers for seven tv outlets with full-time Spanish- language programing. Two (both UHF stations) are in U.S. markets: KMEX-TV in Los Angeles and KWEX-TV in San Antonio. There is a family tie between this group and Mexico's highly successful Tele- sistema Mexicano, with a number of Telesistema's programs (soap operas, bullfights, etc.) carried on the U.S. stations. Remaining five SIN stations are in key Mexican border markets. Firm maintains offices in New York, Los Angeles. • Tele-Radio & Tv Sales Inc.: Primarily handles the Spanish Key Market Group of stations in Cali- fornia, Florida, Texas and other Spanish-speaking areas. Also repre- sents production and agency serv- ices in New York and Miami. All outlets are radio stations, although the firm is contemplating tv activi- ty. Makes color films available on markets in which firm has repre- sented stations. Special regional sales office for Spanish-language radio, handling nearly two dozen stations in Southwest, has been opened by firm in Dallas, with Jack Riley as manager. ♦ TOP 10 CLIENTS IN SPANISH-LANGUAGE FIELD These advertisers air commercials most frequently on Spanish broadcasts, according to a SPONSOR survey. List is in order of frequency of mention. Product Advertiser Quaker Oats Co. Ford Motor Co. Falstaff Brewing Co. Jos. Schlitz Brewing Co. Jackson Brewing Co. Lone Star Brewing Co. Pet Milk Co. Carnation Co. Masa Horino tortilla flour Ford cars, trucks Falstaff beer Burgermeister beer Jax beer Lone Star beer Pet evaporated milk Carnation evaporat- ed milk Theo.Hamm Brewing Co. Hamm's beer R.J.ReynoldsTobaccoCo. Winston, Salem and Camel cigarets Agency Glenn JWT Wade D-F-S Post-Keyes-Gardner DCSS Glenn Gardner EWR&R Campbell-Mithun William Esty I 46 SPONSOR SPANISH SPEAKING IN THE MAJOR MARKETS RATES -ONE MINUTE S/N^f jyj OF THE LATIN NETWORK SELL THE SPANISH MARKET OF NORTH AMERICA WITH THE ONE NETWORK WHICH COVERS THE MAJOR SPAN- ISH SPEAKING AREAS. THE LATIN NETWORK FOR THE FIRST TIME, HERE IS YOUR OPPORTUNITY TO SELL THE OVERALL SPAN- ISH MARKET WITH ONE BUY AND ONE CONTRACT AT A VERY LOW COST. CALL YOUR NEAREST UBC SALES OFFICE FOR MORE DETAILS. PLAN 1 - -10 AFFILIATES $30.00 PLAN 2 - -11 AFFILIATES 35.00 PLAN 3- -all 12 AFFILIATES 50.00 1.6- only plan 3 includes the N.Y.C. AFFILIATE 1 CHAINBREAKS - - 75% of earned rate SI USTED NO COMPRENDE LO ANTERIOR. FOR FAVOR VUELVA LA P AGIN A PARA UNA TRAOUCCION AL ESPANOL. LIST OF LATIN XECE XEE XEAl XEWr XESIVi XEIVI XERl XEAIVi XEW WFAN-FH WFA WBN call your nearest N«w York 10017 7 East 43fd St Tel 212 682 1833 1831 CHICAGO 10410 N MICHIGAN AVE Tel 312467 1632 NETWORK MARKETS ARIZONA: Yuma (San Luis) CALIFORNIA Calexico SAN DIEGO, CALIF. Tijuana EL PASO, TEXAS Ciudad Juarez, Chih. MEXICO CITY, MEX. Mexico City, D.F. EAGLE PASS, TEX. (Piedras Negras) Mc ALLEN, TEX. Reynosa BROWNSVILLE, TEX (Matamoros) LAREDO, TEX. (Nuevo Laredo) WASHINGTON, DC- MIAMI, FLA, NEW YORK, NEW YORK S OFFICE WASHINGTON. O.C. SHOREHAM HOTEL SUITE - lOlA Tel 202 CO 5 4734 SELLING THE SPANISH SPEAKING MARKET OF NORTH AMERICA What Spanish-language broadcasters think of iVIaciison Avenue Many large ad agencies and clients have a low-grade image among broadcasters in the Spanish-language field — and not just because many agencies ignore this media opportunity I! ■ The Madison Avenue adman who feels he knows the Spanish- language U.S. market, and that his agency is regarded as a source of media wisdom on this population segment, is in for a surprise. A Sponsor survey of Spanish- language radio-tv broadcasters in this country, in Puerto Rico and on the Mexican side of the Texas border, revealed these attitudes toward the average large agency in New York, Chicago, Los Angeles and other advertising centers: • Only one percent of the sta- tion executives felt that agencies were "well-informed" on the Span- ish-language market, and even this small segment represented Puerto Rican broadcasters who admittedly were thinking about locally-oriented branches of Lennen & Newell, Young & Rubicam and other Madi- son Avenue shops in San Juan. • Better than six out of 10 Spanish-directed broadcasters feel that most large agencies are "poor- ly informed" about broadcast me- dia aimed at a Spanish-speaking audience. This image of agency ig- norance would probably rank at the top of any such media-derived sur- vey; agencies are generally consid- ered knowledgeable by media on most other broadcast matters, even specialties like Negro radio-tv. • A bit better than one out of 10 surveyed broadcasters — 12 per- cent — feel that large agencies are at least "adequately" informed on the subject of Spanish-language broadcasting. Twice as many as that — 24 percent — ducked the question with "no answer," either because they felt they didn't know the information level among agen- cies, or because it was more politic not to comment. Is this simply a "sour grapes" October 19, 1964 attitude on the part of broadcasters in the Spanish-language field, who seldom draw more than 30 or 40 percent of their spot revenue from nationally-advertised U.S. products even in large markets, and who draw even less in the smaller mar- kets? Possibly, but not likely. Many of the broadcasters re- sponding to the Sponsor survey of Spanish-language air media ampli- fied their critique of Madison Ave- nue with comments concerning the "why" of the agency information gap in the Spanish-language air media, or attempted to explain why agencies often avoid the use of Spanish-voiced broadcast advertis- ing. Basically, they broke down into these main divisions: 1. Bottlenecks caused by general failure of agencies and advertisers to recognize the Spanish-speaking market in the United States as a "market-within-a-market." This was the biggest single prob- lem in the eyes of Spanish-language broadcasters, whose comments va- ried but generally stuck close to this theme. Samples of comment from station executives on what they felt was the key drawback toward wider use of Spanish-lan- guage radio-tv: "An unwillingness to recognize that the Spanish-speaking market can't be reached effectively via non- Spanish mass-market approach," says Charles Baltin, vice president and sales manager of New York's WHOM. "Insufficient knowledge of Span- ish market's population, buying power and habits. Potential buying power is not known by agencies," adds Paul R. Schneider, general manager of KOXR Oxnard, Calif. Similarly, Ron Strother, general manager of another California sta- tion, Brawley-El Centro's KROP, cites the agencies' "lack of infor- mation concerning both number and potential of this segment." "Lack of first-hand knowledge of the market, lack of knowledge of people and area," said Charles Mc- Kasson, general manager of KIRT Mission, Tex. — a station which is among several Spanish-language outlets serving the Rio Grande area. These comments were typical. 2. Failure on the part of agencies and advertisers to realize that the Spanish language — which is part of a heritage in most cases, rather than a "discrimination factor" — sets the Spanish-speaking market apart. This is a hard fact for agencies to grasp — that many Spanish- speaking immigrants to the United States (from Puerto Rico. Mexico, Cuba, etc.) do not learn English for the same reason that some U.S. Negroes use skin-bleaching creams; English is learned as an additional skill, with Spanish maintained as a language for home and social use. As owner-manager Walter H. Herbert, Jr. of KEEN Carrizo Springs, Tex., summarizes this par- ticular agency bottleneck: "They fail to realize that adver- tising should appeal to the indi- vidual in the language he is used to speaking in everyday living . . . and buying. In our area, the pre- dominance of population is Span- ish-speaking — 98 percent of the homes have nothing but Spanish spoken at home. How would an English-language commercial ap- peal to one who does not under- stand the language? True, more and more people 49 speak and learn English as the years go by. But, tradition dies slow. And in our Southwest, Span- ish is as close to its people as it was in the days of Mexican and Spanish rule." Adds R.C. Curry, owner of KHER Santa Maria, Calif.: "[The Spanish-speaking market] is not as cohesive a market as, say, the Negro market, and the bilingual capability of most of the Spanish audience makes them a shadow world. California probably leads the nation in recognizing the Span- ish market as an entity." The often-self-imposed language difference is true of large urban areas as much as it is true of the agricultural areas of California and Texas. Oucntin C. Sturm, general manager of Philadelphia's WTEL, terms a principal blindness to Span- ish-language media that agencies do not appear to want to bridge, as: "Their unawareness of the magni- tude of this market and the captive- ncss of this audience because of the language barrier." -■?. A lack of research ejfort by agencies and advertisers to measure the Spanish-lanf^uage market in terms of media, or the faulty use of research. Frequently, when surveys are conducted in the Spanish-language market for broadcasters program- ing in Spanish, the results are so strongly in favor of Spanish-lan- guage air media that they are high- ly suspect. ("If a survey is made for an agency, it's research. But it the same survey is made by the same outfit for me, agencies will] say it's promotional," griped a Nev York City broadcaster to Spon^ SOR.) There is a more sophisticated level of the problem, which stems in part from the failure on the part), of agencies to apply research cor- rectly to draw the true significance! of the Spanish-speaking market, or| (as some Spanish-language broad- casters complain) the failure onj the part of some research com- panies to include the proper repre-'i sentation of Spanish-speaking in- terviewers in field staffs or Spanish- language homes in samples. Here's what broadcasters in sev- eral key markets say of agencies in this respect: "No research expenditures, par- ticularly in Miami," says vice presi- dent and general manager Arthur BULK OF SPOT BUSINESS ON SPANISH- LANGUAGE STATIONS IS FROM LOCAL/ REGIONAL ACCOUNTS Local/regional account for 84 percent of spot revenue income for sta- tions with Spanish-language programing, according to a recent sur- vey by SPONSOR. Income from national (United States) accounts amounted to 16 percent. Stations v/ere also asked which national and which local/regional agency they considered most active in the Spanish field. Here are the results in order of frequency of mention: NATIONAL (U.S.) AGENCIES 1. Glenn Advertising, Inc. 2. Post-Keyes-Gordner, Inc. 3. Campbell-Mithun 4. Gardner Advertising 5. Sullivan, Stauffer, Colwell & Bayles LOCAL/ REGIONAL AGENCIES 1. Clenn Advertising, Inc. 2. Tracy-Locke Co. 3. Spanish Advertising & Mar- keting Services 4. Batten, Barton, Durstine & Osborne 5. Jennings & Thompson SPANISH-LANGUAGE PROGRAMING IS LOCAL Unlike local general tv, Spanish- language relies lightly — 3.5 percent — on syndication (this mostly for soap opera drama), while 96.5 percent was done by the station's staff. Of 95 replies to a SPONSOR survey, 66 sta- tions said they did 100 percent of Spanish programing using their station's staff. Of total Spanish programing, the following percentages are devoted to these areas: Music 77% News 11% Religion 4% Drama 2% Sports 2% Other 4% Will Spanish The unofficial language of much U.S. territory is Spanish, but mar- keters often wonder if the language will survive in Spanish-speaking areas since the official language of the United States is English. In Sponsor's special survey of Spanish-language broadcasters, the question was put directly to station executives and others in the field. Generally.the answer was "yes." That Puerto Rico, virtually a Latin American country despite its U.S. commonwealth status, will continue to be basically a Spanish- speaking area is a marketing fact. That New York City and Florida, migration targets for Puerto Ricans and Cubans, among other Latin American sources, will continue to receive a steady transfusion of peo- ple who speak Spanish as a primary (sometimes, only) language is fairly certain for a long time to come. The only relatively "settled" U.S. area with a large concentration of Spanish-speaking residents is the Mexican-U.S. border, stretching from the coast of Southern Califor- nia to the mouth of the Rio Grande. But even this area, despite pressures of Anglicization, is likely to hold to its Spanish cultural heri- tage for many, many years. 50 SPONSOR Gordeon of WFAB, a UBC station. "Lack of knowledge and time to acquire facts on Spanish-language markets outside of New York, par- ticularly in the West," adds John Gregory, manager of KPER San Jose, Calif. "I visited agencies in New York this summer," recalls manager Chuck Schwartzkopf of KULP El Campo and Wharton, Tex., "and found that all had read last year's special Sponsor issue on the Span- ish-language market, but that it really had not affected any of their actions. Yet they agreed that there was a market that could be more greatly investigated and used." A little research is not neces- sarily better than no research at all, a number of Spanish-language broadcasters feel. Al Kinsall, vice president and general manager of KEFS Eagle Pass, Tex., sums up his view of this agency problem thusly: "Misunderstanding of the Span- ish-language market. Inadequate field trips with client into markets. Reliance on surveys, which are vir- tually impossible in a bilingual mar- ket." In much the same vein, John K. Rcdfield, general manager of KIFN Phoenix, sees the principal agency bottleneck in Spanish-language broadcasting as "the buying of time by 'survey-result' when the survey does not use bilingual interviewers and therefore does not reflect Span- ish language radio as the effective medium it is." Adds broadcaster Redfield, whose station is repre- sented by National Spanish Lan- guage Network: "An equal bottleneck is the false pre-conception of the Spanish- speaking market as being econom- ically inferior. After 15 years of operation in this market we find that we have more listeners than ever before, and are getting better results for our clients than ever before. In addition, more 'Anglos' are interested in speaking Spanish than ever before." Other broadcasters cited other reasons why agencies, in their opin- ion, shy away from Spanish-lan- guage air media. These ranged from confusions over whether a U.S. ac- count should be handled by the domestic or export agency in the Spanish-language field to a feeling that not a few agency men see the Spanish-speaking market as an ex- tension of the gang rumbles in "West Side Story." But in the main, the view of Madison Avenue that broadcasters close to the scene of Spanish-lan- guage air media have is that of un- familiarity with a marketing fact of life, and an unwillingness to alter it quickly. Is this attitude likely to change? It will — when Madison Avenue's attitudes change. ♦ persist as language in 'Anglo' United States? Here's what Larry Mazursky, assistant general manager of Los Angeles-area KWKW, a 5 kw in- dependent (1 kw at night), told Sponsor in answer to the question of the survival of Spanish as a language in his area: "To me, this is the most asked question in our field of specialized broadcasting: assimilating into the general market or becoming so- called Anglicized. Positively not so, because of the general make-up and personality of the Latin. "Take a typical Spanish-speak- ing resident in our market of Los Angeles, comprised of approxi- mately 90 percent residents of Mexican descent. He takes great pride in his traditional and cultural background. I firmly believe that the most important single factor that confirms this is the intense feeling and love he has for Latin music, the key to his heart. "Of course, the tvoe of music will vary in areas. For example, here in the Southwest we very defi- nitely will program and direct our music format in a Mexican flavor with mariachis, rancheros and Mexican traditional music being the base and weaving and incorpo- rating other types of Latin music periodically. In the East, it would carry a Caribbean influence to best serve the Puerto Rican and Cuban communities. "I also believe that even those persons with a fair working knowl- edge of English will still think in Spanish basically. You must re- member that with this great pride in his background the Latin will, in the majority, depend on Spanish media for his e.-tertainment and news. The fantastic loyalty Spanish broadcasting enjoys today is not by accident. The respective stations have taken great steps to program and to service his needs in every possible way. "That, too, is why you will hear the Latin-American say 'I'm listen- ing to my station.' "I can recall the stories told re- garding Spanish speaking broad- casting in many agencies where the feeling was that Spanish would al- most disappear with the exception of some facilities carrying two or three hour segments. We are now approaching 1965 and Spanish ra- dio is stronger than ever." In another California market, the San Bernadino-Riverside-Ontario area, station manager Norman Keats of KCAL sums it up thusly: "In the 10 years we have pro- gramed in Spanish, this same ques- tion has come up from time to time. It is usually asked by a per- son who is obviously unaware of the Mexican-American way of life. I can best answer the question by quoting two large advertisers, whose representatives several years ago stated in part: "Five years from now, Spanish radio will be a thing of the past because everyone will have learned to speak English by then!' The fact is that, in the past five years, interest has grown by leaps and bounds, as have station billings and client sales. In addi- tion, in California the Spanish- speaking population, between 1950 and 1960, increased at the almost unbelievable rate of twice the rate of the general population of the state. "Just ask any Mexican-American when he plans to stop speaking Spanish and the answer will un- questionably be: 'I hope I never forget my language, my culture and my background!' Every statistic available indicates that Spanish ra- dio, and the language and entertain- ment it represents, is not only here to stay, but has a tremendous fu- ture." October 19, 1964 51 Contests, premiums are popular in Spanish-language field I iti Talent contest on WBNX New York fea- tured amateurs in city's large Latin- American segment, under sponsorship of Wonder Bread. Pro- motion drew retailers and salesmen into act as well as consumers, pulled 113,000 votes in some 10 weeks, in- volved screening 500 amateurs for show. Mail arrived at KIFN Phoenix by the sack- load in recent premi- um promotion for Quaker's Masa Mari- na (a corn-flour prod- uct used in Mexican- type dishes popular in this border area). Station has been all- Spanish for 14 years, runs spot compaigns for many big clients. * \^^^ ^ ~* /«, ^"^ - *K^->. " ~M Sales director of New York office of Carna- tion Milk, William Beardman (I) congratulates Mrs. Natalia Munet, first-prize winner in Carnation contest as executives of WHOM beam approval. Promotion pulled more than 37,000 labels for fairly modest prizes. New Mexico's entry in "La Reina Burgermeis- ter" beauty contest, a Schlitz promotion, for 1964 was dark-haired Marie Ingersoll, born in Spain and now resident of Albuquerque. She's being congratulated by Ralph Manning, an of- ficial of Spanish-language radio KABQ. 52 Premiums pull well on both sides of the bor- der in Spanish-language radio. Nuevo Laredo station XEGNK, just across from Texas, pulled 45,000 labels in write-in promotion for Car- nation Milk. Station is technically in Mexico, but carries many clients in United States. More than 16,000 empty Pall Mall cigaret packs were received by radio station KCOR San Antonio as witnessed here by W. A. Gold, merchandising representative for American Tobacco Co. Station offered a Pall Mall lighter to listeners in exchange for 10 empty packages. SPONSOR 1 Directory of major Spanish Language stations in the United States To compile this directory, Spon- sor sent questionnaires to several hundred radio and tv stations which are listed in various sources as pro- gramers in the Spanish language. This list is not intended as a di- rectory of all stations which program to Spanish-speaking listeners. It is a directory of stations which, ac- cording to available information, schedule at least 10 percent of their programing in the Spanish language. A dagger after a station's call letters indicates that its program- ARIZONA NOGALES KNOG 1340 kc 250 w (d) 250 w (n) Spanish Broadcast (30 hours per week) Percent Music 100 Manager Bill Ingram Representative George T. Hopewell, Inc. XHFA-TV* XHEF* (See list of Mexico stations) PHOENIX KIFN* 860 kc 1 kw* Spanish Broadcast (8OV2 hours per week) Percent Music 50 News 15 Drama 12V2 Religion 10 Other 121/4 Manager John K. Redfield National Sales Manager John K. Redfield Local Sales Manager Luis Estrada Representatives National Time Sales; Harlan G. Cakes; Don R. Pickens; David Carpenter TUCSON KEVT* 690 kc 250 w* Spanish Broadcast (84V2 hours per week) Percent Music 87 News 10 Drama 2 Religion 1 Vlanager Peter Trowbridge Sales Manager Dan C. Park Representatives National Time Sales; Spot Time Sales; Harlan G. Cakes; David Car- penter; Don R. Pickens KXEW* 1600 kc 1 kw* Spanish Broadcast (84 hours per week) Percent Music 80 News 7V2 Drama 2 1/2 Sports 1 Religion 7 Other 2 Vlanager Ernesto Portillo Sales Manager Henry Villegas Representatives Savalli/Gates; Richard O'Connell YUMA XECB* (See list of Mexico stations) ''' I CALIFORNIA ■'' I BAKERSFIELD * KWAC 1490 kc 1 kw (d) 250 w (n) in" I Spanish Broadcast (98 hours per week) Percent to " Music 70 n« News 8 ing is 100 percent Spanish. On page 58 is a directory of stations which replied to the questionnaire, classi- fied by the percentage of Spanish broadcast they carry. An asterisk after a station's pow- er information indicates that it is a daytime-only station. Stations are listed by the cities they serve, as in- dicated in the returned question- naire. Programing and personnel infor- mation is given only for those sta- tions which returned Sponsor's questionnaire. Drama 4 Sports 4 Religion 6 Other 8 Manager Robert J. Duffy Sales Manager Ed Hopple Representative Jack Masla & Co. BRAWLEY KROP 1300 kc 1 kw (d) 500 w (n) Spanish Broadcast (14 hours per week) Percent Music 60 News 15 Religion 5 Other 25 Manager Ron Strother Sales Manager Winn Beck Representative Venard, Torbet & McConnell CALEXICO KICO 1490 kc 250 w (d) 250 w (n) Spanish Broadcast (20 hours per week) Percent Music 50 News 5 Sports 5 Religion 5 Other 35 Manager W. L. Gleeson Sales Manager John Clark Representative Savalli/Gates XEJ* (Ciudad Juarez) XEJ-TV$ (Ciudad Juarez) XELO (Ciudad Juarez) (See list of Mexico stations) COALINGA KBMX 1470 kc 500 w* Spanish Broadcast (13V4 hours per week) Percent Music 70 News 20 Other 10 Manager Jack N. Miller Sales Manager Lloyd Wilson Representative Grant Webb FRESNO KGST 1600 kc 1 kw' Spanish Broad;ast (87 hours per week) Percent Music 79V2 News 8V2 Drama 5V2 Sports IV2 Religion 5Va Other 1/2 Manager Richard E. Ryan Representatives National Time Sales; Harlan Cakes; Don R. Pickens KRDU (Dinuba) 1130 kc 1 kw (d) 1 kw (n) Spanish Broadcast (12V2 hours per week) Percent Music 91 ;0I October 19, 1964 News 3 Religion 6 Manager Dave Hofer, Jr. Representative None KXEX* 1550 kc 1 kw (d) 1 kw (n) Spanish Broadcast (84 hours per week) Percent Music 69V2 News 10 Drama 5 Sports V2 Religion 5 Other 10 Manager John W. Sender Sales Manager Harold Torosian Representative Tele-Radio & TV Sales KING CITY KRKC 1490 kc 1 kw (d) 250 kw (n) Spanish Broadcast (16 hours per week) Percent Music 95 (Mews 2V2 Religion 2V2 Manager Robert T. McVay Representative Sandeberg Co. LOS ANGELES KMEX-TV* Channel 34 (UHF) Spanish Broadcast (65 hours per week — 100%) Programing: local news, programs from Mexi- co (bullfights, soap operas, etc.) and fea- tures. Manager Burt S. Avedon Sales Manager Gene Idom Representative Spanish International Network KWKW (Pasadena)i 1300 kc 5 kw (d) 1 kw (n) Spanish Broadcast (163V2 hours per week) Percent Music 75 News 13.7 Drama 1.4 Sports 7.1 Religion 2 Other .8 Manager Howard A. Kalmenson Sales Manager Andy James Representative Jack Masla & Co. KALI (San Gabriel)* 1430 kc 5 kw (d) 5 kw (n) Spanish Broadcast (130 hours per week) Percent Music 60 News 30 Sports 5 Religion 5 Manager James E. Coyle Sales Manager Sterling Zimmerman Representative Tele-Radio & TV Sales KVFM-FM (San Fernando) 94.3 mc 1 kw Spanish Broadcast (25 hours per week) General Manager John Stroud Sales Manager Norm Allen ONTARIO KASK (Cucamonga) 1510 kc 1 kw (d) 1 kw (n) Spanish Broadcast (14 hours per week) Percent Music 100 Manager R. H. Armstrong Representative Harlan Cakes KASK-FM 93.5 mc 1 kw (Programing duplicates KASK-AM) OXNARD KOXR 910 kc 1 kw* Spanish Broadcast (80 hours per week) Percent Music 78 News 15 Drama 5 Sports 2 Manager Paul R. Schneider Sales Manager Henry C. Palomino Representatives Tele-Radio & TV Sales; J . A. Lucas RIVERSIDE KREL (Corona) 1370 kc 1 kw (d) 500 w (n) Spanish Broadcast (12 hours per week) Percent Music 75 News 15 Sports 10 53 Manager Sales Manager Representative Con Robinson Sherm Horn None SAN BERNARDINO/RIVERSIDE KCAL (Redlands) 1410 kc 5 w (d) 500 w (n) Spanish Broadcast 86', 2 hours per weel<) Percent Music 78.5 News 14.4 Drama .6 Sports 2.9 Religion 2.5 Other 1.1 General Manager Andy James Station Manager Norm Keats Representative National Time Sales SAN DIEGO XEGM (Tijuana) * XEWT-TV (Tijuana) ? XEXX (Tijuana)* (See list of Mexico stations) SAN FRANCISCO KOFY (San Mateo)* 1050 kc 1 kw' Spanish Broadcast (entire schedule) Percent Music 50 News 20 Sports _ 10 Religion 10 Other 10 General Manager F. T. Crennan Representative Tele-Radio Tv Sales SAN JOSE KLOK 1170 kc 10 kw (d) 5 kw (n) Spanish Broadcast ibbVA hours per week) Percent Music 82V4 News 6 Drama 5V2 Sports IV2 Religion 5V4 Other V2 Manager Richard E. Ryan Sales Manager Eugene Hogan Representatives National Time Sales; Don R. Pickens; Harlan Oakes Tucson's Great New Sound in Spanish Language Radio ^dioPieSta 1000 WATTS Serving Southern Arizona's Largest Spanish Speaking market. National Rep. Savalll/Gates KPER (Gilroy) 1290 kc 5 kw> Spanish Broadcast (40 hours per week) Percent Music 78 News 10 Drama 5 Sports 2 Religion 5 Manager John Gregory Sales Manager Ben Gutierrez Representatives Broadcast Time Sales; J. A. Lucas Co. SANTA MARIA KSEE 1480 kc Spanish Broadcast (12 hours per week) (Information not supplied) 1 kw SANTA PAULA KSPA 1400 kc 250 w Spanish Broadcast (118 hours per week) (Information not supplied) STOCKTON KWG 1230 kc 1 kw (d) 250 w (n) Spanish Broadcast (14 hours per week) (Information not supplied) COLORADO DENVER KFSC 1220 kc 1 kw= Spanish Broadcast (82V4 hours per week) Percent Musi; 89 News 3V2 Sports 1 Other 6V2 Manager Levi J. Beall Representative National Time Sales PUEBLO/COLORADO SPRINGS KAPI (Pueblo)* 690 kc 250 w* Spanish Broadcast (81 hours per week) Percent Music 68 News 3 Drama 2 Sports 5 Religion 15 Other 5 Manager Rose Martino Sales Manager George Sandoval Representative National Time Sales WALSENBERG KFLJ 1380 kc 1 kw* Spanish Broadcast (IOV2 hours per week) (Information not supplied) DISTRICT OF COLUMBIA WFAN-FM± 100.3 mc 16 kw Spanish Broadcast (119 hours per week) Percent Music 71 News 9 Sports 2 Other 18 Manager John Panagos Representative UBC Sales FLORIDA MIAMI WFAB* 990 kc 5 kw Spanish Broadcast (168 hours per week) Perrent Music 60 News 30 Sports 5 Religion 5 Manager Arthur Gordon Representatives UBC Sales; Dora-Clayton; Savalli Gates WMET* 1220 kc 250 w' Spanish Broadcast (84 hours per week) Percent Music 15 News 66 Drama 15 Sports 2 Religion 2 Manager Omnis Bastos Sales Manager Norman Diaz Representative Tele-Radio & TV Sales WMIE 1140 kc 10 kw (d) 5 kw (n) Spanish Broadcast (100 hours per week) Percent Music 65 News 10 Other 25 Manager Jack Nobles Sales Manager Larry Lunker Representative National Time Sales TAMPA WSOL 1300 kc 5 kw* Spanish Broadcast (36 hours per week) Perzent Music 60 News 9 Drama 18 Sports 1 Religion 7 Manager Albert B. Gale Representatives National Time Sales; David Carpenter ILLINOIS CHICAGO WCRW 1240 kc 1 kw (d) 250 w (n) Spanish Broadcast (23 hours per week) Percent Music 92 News 2 Sports 6 Manager Harold A. Fowler Sales Manager Mrs. Josephine A. White WOPA (Oak Park) 1490 kc 1 kw (d) 250 w (n) Spanish Broadcast (I6V2 hours per week) Percent Music 75 News 10 Drama 10 Religion 5 Manager Al Michel Sales Manager Stan Noyes Representative Savalli^Gates WSBC 1240 kc 1 kw (d) 250 w (n) Spanish Broadcast (18 hours per week) (Information not received) WYCA-FM (Hammond, Ind.) 92.3 mc 30 kw Spanish Broadcast (24V2 hours per week) Percent Music 98 Religion 2 Manager Roy F. Tobin Sales Manager Enrique Lopez Salgado Representative Alpha Associates LOUISIANA NEW ORLEANS WWL 870 kc 50 kw Spanish Broadcast (30 hours per week) Percent Music 25 m SPANISH VOICE OF NEW MEXICO KABQ 1350 kc ALBUQUERQUE AT THE HUB THE ONLY FULL TIME ALL SPANISH STATION 5000 POWER PACKED WATTS • Serving More Than 350,000 Spanish Listeners • NEWS • SPORTS • FEATURES • • PUBLIC SERVICE PROGRAMS TELL 'EM .. . SELL 'EM... KABQ SPANISH RADIO Joa FtilUrman, Ganaral Managar Dial 505 . . 243-1744 Albuquarqua, Naw Maxice 54 SPONSOR I hi News Other (discussion) IVIanager Sales IVIanager Representative 40 35 William A. Dean Walter F. Bouche The Katz Agency NEW JERSEY NEWARK WHBI-FM 105.9 mc 2.55 kw Spanish Broadcast (35 hours per week) (Information not supplied) NEW MEXICO ALBUQUERQUE KABQ* 1350 kc 5 kw (d) 500 w (n) Spanish Broadcast (115 hours per week) Percent Music 70 Mews 5 Sports 5 Religion 5 Other 15 IVIanager Joseph J. Fullerman Representatives National Time Sales; Bob Hix Co. KLOS 1450 kc 250 w Spanish Broadcast (98V2 hours per week) Percent Music 100 Manager Al Tafoya Representative Grant Webb & Co. BELEN KARS 860 kc 250 w* Spanish Broadcast (20 hours per week) Percent Music 85 News 5 Sports 5 Other 5 Manager John Tobola Sales Manager 0. B. Hunnicutt Representative Keystone DEMING KOTS 1230 kc 250 w Spanish Broad.ast (12 hours per week) Percent Music 98 News I Sports I Manager Robert W. Tobey Representative Mone LAS CRUCES KOBE 1450 kc 250 w Spanish Broadcast (18 hours per week) (Information not supplied) LAS VEGAS KFUN 1330 kc 250 w (d) 250 w (n) Spanish Broadcast (18 hours per week) Percent Music gg News 5 Religion y lifanager Stewart Chamberlain Representative Richard O'Connell, Inc. ROSWELL KRDOt 1320 kc Spanish Broad:ast (84 hours per week) Music News Drama I Sports Religion Other I Manager E L Representative 1 kw* Percent 85 12 .9 Lincoln Harlan G. Cakes & Assoc. SANTA FE KTRC 1400 kc 250 w Spanish Broadcast (20 hours per week) (Information not supolied) SANTA ROSA KSYX 1420 kc 1 kw Spanish Broadcast (11 hours per week) (Information not supplied) SOCORRO KSRC 1290 kc 1 kw* Spanish Broadcast (12 hours per week) Percent Music 100 l^anager Walter Shrode Representative Keystone & Halmon TAOS KKIT 1340 kc 1 kw (d) 250 w (n) Spanish Broadcast (18 hours per week) Percent Music 85 News 11 Other 5 Manager Sales Manager Representative NEW YORK NEW YORK CITY WADO 1280 kc Spanish Broadcast (77 hours Music News Drama Sports Other Manager Representative Don Boston Norberto Martinez George T. Hopewell, In:. per 5 kw week) Percent 85 8 3 1 3 Sydney Kavaleer None WBNX 1380 kc 5 kw (d) 5 kw (n) Spanish Broadcast (120V2 hours per week) Percent Music 70 News 20 Sports 1 Religion Other Manager Representative WHOM 1480 kc Spanish Broadcast (11£ Music News Drama Sports Religion & Other Manager Sales Manager Representative PENNSYLVANIA PHILADELPHIA WTEL 860 kc 250 w* Spanish Broadcast (40 hours per week) Percent Music 80 1 8 C. Carroll Larkin UBC Sales Inc. 5 kw (d) 5 kw (n) hours per week) Percent 60 10 15 5 10 Fortune Pope Charles Baltin None Octobei 19, 1964 55 of the Phoenix radio pie is yours when you buy Spanish HtfN COVERING PHOENIX AND ALL OF CENTRAL ARIZONA in TAMPA FLORIDA say it in Spanish to reach the LATJN PEOPLE The FRIENDLY Voice WSOL I O Something new under the Sun! WSOL— 5 hours of Spanish programming daily. Serv- ing 100,000 Spanish speaking people in the prosperous Tampa— one of the o'dest Spanish settlements in the U.S.A. For Rates, Plans and Ava'ls • IN TAMPA: Albert B. Gale, ph. 229-8024 • IN NEW YORK: Lee Gaynor, JU 6-5510 Member of Rust Craft Broadcasting Co. New York & Chicago— Nat onal Time Sales LA. & San Francisco— Harlan G. Oakes & Assoc. 56 10 5 5 Quentin C. Sturm National Time Sales News Sports Religion Manager Representative TEXAS ALICE/KINGSVILLE KPSO (Falfurrias) 1260 kc 500 w' Spanish Broadcast (21 hours per week) Percent Music 83 News 14 Religion 1/2 Other 2V2 Manager Robert Hicks Sales Manager William Le Grand Representative None KOKE Spanish Broadcast Music Religion Manager Sales Manager Representative KVET 1300 kc Spanish Broadcast (14 Music News Manager Sales Manager AUSTIN 1370 kc (12 hours per week) Ron Ron Jack Masia 1 kw (d) 1 hours per week) Willard James 1 kw* Percent 90 10 Rogers Wilson & Co. kw (n) Percent 95 5 Deason Dodd Representative Venard, Torbet & McConnell BEEVILLE KIBL 1490 kc 250 w (d) 250 w (n) Spanish Broadcast (45V2 hours per week) Percent Music News Drama Sports Religion Manager Representative John D. 79 10 5 5 1 Rossi None BROWNFIELD/LUBBOCK KKUB (Brownfield) 1300 kc 1 kw'-' Spanish Broadcast (30 hours per week) Percent Music 60 News 15 Drama 1 Sports 4 Religion 12 Other 8 Manager Robert C. Sewell Sales Manager Del Kirby Representative Wells F. Bruen BROWNSVILLE KBOR 1600 kc 1 kw (d) 1 kw (n) Spanish Broadcast (20 hours per week) Percent Music 85 News 15 Manager Minor J. Wilson Representative George T. Hopewell Inc. XEMT (Matamoras)* XEAM (Matamoras)$ (See list of Mexico stations) CARRIZO SPRINGS KBEN 1450 kc 250 w* Spanish Broadcast (36V2 hours per week) Percent Music 84.7 News 9 Religion 1.3 Other 3 Manager Walter H. Herbert, Jr. Representatives E. K. Beaver & Assoc; Continental Radio Sales CORPUS CHRISTI KCCT* 1150 kc 1 kw'= Spanish Broadcast (91 hours per week) General Manager Gabe Lozano Representative National Time Sales KINE (Kingsville) 1330 kc 1 kw'-' Spanish Broadcast (20 hours per week) Percent Music 95 News 5 Manager Andy Cook Sales Manager Jim Bixler KROB (Robstown) 1510 kc 500 w ' Spanish Broadcast (15 hours per week) Percent Music 90 News 5 Sports 3 Religion 2 Manager Mel Ammerman Sales Manager Hugh Herrington Representative Keystone KUNOJ 1400 kc 250 w (d) 250 w (n) Spanish Broadcast (133 hours per week) Percent Music News Drama Sports Religion Other Manager Sales Manager Representatives r 70 10 3 3 2 3 Art Thomas Gene De La Pena Venard, Torbett & McConnell; Richard O'Connell EAGLE PASS KEPS 1270 kc 1 kw Spanish Broadcast (18 hours per week) Percent Music 75 News 5 Sports 5 Religion 10 Other 5 Manager Al Kinsall Representative None XEMJ (Piedras Negras)* XEMU (Piedras Negras)* XEWG (Piedras Negras)* (See list of Mexico stations) KURV 710 kc 250 w (d) 250 w (n) Spanish Broadcast (32 hours per week) Percent Music 79 News 18 Religion 3 Manager Sales Manager Representative Lloyd Hawkins James Champion Charles Bernard Co. EL CAMPO KULP 1390 kc 500 w* Spanish Broadcast (IOV2 hours per week) Percent! Music 73 News 20' Sports Z- Religion 5 Manager Chuck Schwartzkopf Representative None EL PASO XEJ (Ciudad Juarez)* XEJ-TV (Ciudad Juarez)* XELO (Ciudad Juarez)* XEWG (Ciudad Juarez)* (See list of Mexico stations) HARLINGEN ' KGBT 1530 kc 50 kw (d) 10 kw (n) Spanish Broadcast (52 hours per week) Percent, Music 70 ' News 20 • Sports 5 Other 5 ' General Manager Otis Schumate Sales Manager Willie Harris, Jr. Representative Richard O'Connell; Venard, Torbet & McConnell HEREFORD KPAN 860 kc 250 w' Spanish Broadcast (IOV2 hours per week) Percent Music 86 News 2 Sports 2 Religion 10 , Manager Clint Formby' Sales Manager Roy Faubion; HOUSTON KFRD (Rosenberg) 980 kc 1 kw", Spanish Broadcast (12 hours per week) Percentf Music 85 News 10 ' Religion 5 | Manager William Sloar KLVL (Pasadena) 1480 kc 1 kw (d) 500 w (n: Spanish Broadcast (88 hours per week) General Manager Felix H. Morale; Sales Manager Johnny P. Hernande; Representative National Time Sale; KENEDY/KARNES CITY KMAL 990 kc 250 w' Spanish Broadcast (21 hours per week) Percen- Music 60 News 30 Religion 10 Manager Charles L. Martii Representative Mario Messina Co SPONSOF I fl LAREDO KGNS 1300 kc 500 w* Spanish Broadcast (21 hours per week) (Information not supplied) KVOZ 1490 kc 250 w (d) 250 w (n) Spanish Broadcast (14 hours per week) Percent Sports Manager Representatives 75 10 15 William Harrell Ernest Barton Grant Webb & Co. Music News Religion Manager Sales Manager Representative XEFE-TV (Nuevo Laredo)* XEAS (Nuevo Laredo)* XEBK (Nuevo Laredo)* XEK (Nuevo Laredo)* XEWL (Nuevo Laredo)* (See list of Mexico stations) * McALLEN XERI (Reynosa)t XERO (Reynosa)* XERT (Reynosa)* (See list of Mexico stations) MISSION KIRT 1580 kc 1 kw' Spanish Broadcast (58 hours per week) Percent 68 20 10 2 C. T. McKasson Music News Sports Religion Manager Representative Grant Webb & Co. MORTON KRAN 1280 kc 500 w* Spanish Broadcast (15 hours per week) j (Information not supplied) ' PEARSALL KVWG 1280 kc 500 w" Spanish Broadcast (14 hours per week) Percent Music 90 News 5 JIliC KCAL 5000 watts* of the finest Spanish radio— music, news and special events. Our 7th year serving: SAN BERNARDINO COUNTY RIVERSIDE COUNTY ORANGE COUNTY REDLANDS *KCAL: increases power Novem- ber 1st, to reach over 200,000 Spanish-speaking people. KCAL: only full time Spanish Voice of the Inland Empire and only Spanish station serving this area. KCAL Box 390, Redlands California Representatives National Time Sales — N.Y. Latin American Time Sales — L.A. 5 Lee Anderson Tele-Radio &. TV Sales; George T. Hopewell Inc. PLEASANTON KBOP 1380 kc 1 kw" Spanish Broadrast (36 hours per week) (Information not supplied) RAYMONDVILLE KSOX 1240 kc 250 w Spanish Broadcast (27 hours per week) (Information not supplied) SAN ANTONIO KWEX-TV* Channel 41 (UHF) Spanish Broadcast (69 hours per week — 100%) (No data on programing, but known to be independent station carrying local news, pro- grams from Mexico, features, bullfights, soap operas, etc.) General Sales lanager Ben Tamborello Asst. General Manager Mike Mullins Representative Spanish International Network KCOR* 1350 kc 5 kw (d) 1 kw (n) Spanish Broadcast (132 hours per week) Percent Music News Drama Sports Other Manager Sales Manager Representatives KUKA* Spanish Broadcast Music News Sports Religion Manager Sales Manager Representative KUBO* Spanish Broadcast Music News Sports Religion Other Manager Representative 60 15 15 5 5 Nathan Safir William Lamar Richard O'Connell, Inc.; Savalli/Gates 1250 kc 1 kw' (91 hours per week) Percent 85 5 1 9 Alex Coe Norman Fischer National Time Sales 1310 kc (entire schedule) 5 kW Percent 50 20 10 10 10 Hal Hughes Tele-Radio Tv Sales UVALDE KVOU 1400 kc 250 w (d) 250 w (n) Spanish Broadcast (18 hours per week) Percent Music 75 News 5 Sports 10 Religion 10 Manager Jay Harpole Sales Manager Joe Morgan VERNON KVWC 1490 kc 250 w (d) Spanish Broad:ast (12 Music News Religion Manager Sales Manager Representative 250 w (n) hours per week) Percent 90 5 5 Joe Garrison Jerry Garrison None KR6V Spanish Broadcast Music News Drama Sports Manager Sales Manager Representative WESLACO 1290 kc (15 hours 5 kw per week) Percent 75 15 5 5 Earl Noel James Ahlgrimm George B. Hollingbery Co. WASHINGTON TOPPENISH KENE 1490 kc 1 kw (d) 250 w (n) Spanish Broadcast (15 hours per week) Percent Music 98 News 1 Religion 1 Manager Don Downing Representative Savalli/Gates In San Antonio KCOR IS more than ever the overwhelming favorite of the Spanish radio audience! Hew 1964 Spanish Pulse Report reveals KCOR's domination of all time periods! In San Antonio you need DOUBLE EXPOSURE... the general advertising of your choice and always ,/^ October 19, 1964 5000 WATTS • FULL TIME • 1350 KC 111 Martinez Street, San Antoniojexas 78204 Representatives: RICHARD O'CONNELL, INC. in New York SAVALLI/GATES, INC. In Chicago, Atlanta, Detroit 57 ri WE SQUEEZED THE AIR OUT AND LEFT NOTHING BUT AIR IN All broadcast ... all buying ... all im- portant. That's SPONSOR, designed as —and still— a buyer's book. Not pe- dantic, mind you. Not gossipy. We pre- sent the top of broadcast news, quickly; the meaning of the news, deeply; the trend of the news, perceptively; the fu- ture of the news, daringly. Do we ever annoy? Offend? Disrupt? Yes. We also enrich the buying mix in the back of the buyer's mind— with the stuff that helps make the difference between "ordering" and "buying." That's why the buyer reads SPONSOR, the broadcast idea weekly with the fat trimmed away. 555 Fifth Avenue, New York 17, Tele- phone: 212 MUrrayhill 7-8080. 58 How much Spanish-language programing? This directory groups stations by the percent of their programing which is directed to Spanish-speak- ing persons. It does not include sta- tions whose Spanish programing amounts to less than 10 percent of the total stations schedule. The list is compiled primarily of stations which responded to Sponsor's pro- graming survey. 75 TO 100% SPANISH 25 TO 490/0 SPANISH ARIZONA ARIZONA Nogales XH FA-TV Nogales KNOG Nogales XHEF CALIFORNIA Phoenix KIFN San Jose KPER Tucson KEVT (Gilroy) II Tucson KXEW FLORIDA ■ Yuma XECB Tampa WSOL ■ CALIFORNIA NEW MEXICO ..oc 1 Calexico XEJ Belen KARS ■ Calexico XEJ-TV NEW JERSEY jH Calexico XELO Newark WHBI-FM m Fresno KGST NEW YORK Fresno KXEX New York City WADO Los Angeles KMEX-TV PENNSYLVANIA Los Angeles KALI Philadelphia WTEL (San Gabriel) TEXAS Los Angeles KWKW Ali'e/Kingsville KPSO (Pasadena) (Falfurrias) Oxnard KOXR Beeville KIBL San Bernardino KCAL Brownfield KKUB San Diego XEGM Carrizo Springs KBEN (Tijuana) XEXX Edinburg KURV San Francisco KOFY Kennedy KMAL (San Mateo) Pleasanton KBOP \ Santa Paula KSPA COLORADO 10 TO 24% SPANISH Denver Pueblo KFSC KAPI CALIFORNIA Brawley KROP DISTRICT OF COLUMBIA Calexico KICO Washington WFAN-FM Coalinga KBMX FLORIDA Fresno KRDU ' Miami WFAB (Dinuba) Miami WMET King City KRKC ILLINOIS Los Angeles KVFM-FM Chicago WCRW (San Fernando) NEW MEXICO Ontario (Cucamogna) KASK Albuquerque KABQ Riverside KREL Roswell KRDD (Corona) NEW YORK Santa Maria KSEE New York City WBNX Stockton KWG New York City WHOM COLORADO ! TEXAS Walsenberg KFLj : 1 Brownsville XEMT ILLINOIS Brownsville XEAM Chicago wsBc m Corpus Christi KCCT Chicago WOPA ■ Corpus Christi KUNO (Oak Park) Eagle Pass XEMJ Chicago WYCA-FM i 1 Eagle Pass XEMU (Hammond) 1 J Eagle Pass XEWG LOUISIANA El Paso XEJ New Orleans WWL M El Paso XEJ-TV NEW MEXICO El Paso XELO Deming KOTS El Paso XEWG Las Cruces KOBE • Houston KLVL Las Vegas KFUN (Pasadena) Santa Fe KTRc ; Laredo XEAS Santa Rosa KSYX Laredo XEBK Socorro KSRC Laredo XEFE-TV Taos KKIT Laredo XEK TEXAS Laredo XEWL Austin KOKE McAllen XERI Austin KVET McAllen XERO Brownsville KBOR McAllen XERT Corpus Christi KROB ' San Antonio KCOR (Robstown) San Antonio KUBO Corpus Christi KINE San Antonio KUKA (Kingsville) ' San Antonio KWEX-TV Eagle Pass KEPS Yuma XECB El Campo KULP Hereford KPAN 50 TO 74% SPANISH Houston (Rosenberg) KFRD . CALIFORNIA Laredo KGNS Bakersfield KWAC Laredo KVOZ San Jose KLOK Morton KRAN FLORIDA Pearsall KVWG Miami WMIE Raymondville KSOX NEW MEXICO Uvalde KVOU Albuquerque TEXAS KLOS Vernon Weslaco KVWC KRGV Harlingen KGBT WASHINGTON Mission KIRT Toppenish KENE SPONSOR Directory of major radio-tv jl stations in Mexico with U.S. audience BAJA CALIF MEXICALI (Calexico, Calif., area) XHBC-TV* Channel 3 (VHF) Spanish Broadcast (entire schedule — 42 hours per weel<) Manager Raul Sanchez de Aparicio Representative Spanish International Network XED* 1050 kc 10 iAAORKS MANY AVONDERS CAXslENOAlSl OCTOBER International Radio and Television Society Time Buying & Selling Semi- nar, New York, Tuesday evenings (13- Dec. 8). ABC Radio regional affiliates meet- ing, Oklahoma City, Okla. (20). The Pulse Inc's Man-of-the-Year award presentation to Chet Huntley and David Brinkley of NBC, Plaza Hotel, New York (21). American Assn. of Advertising Agencies, Central regional meeting, Hotel Continental, Chicago, 111. (21- Kentucky Broadcasters Assn. fall meeting, Jennie Wiley State Park, near Prestonburg, Ky. (19-21). National Electronics Conference twentieth annual meeting, McCormick Place, Chicago, 111. (19-21). Southern California Broadcasters Assn. luncheon, Michael's Restaurant, Hollywood, Calif. (22). ABC Radio regional affiliates meet- ing, Des Moines, Iowa (23). Chicago Unlimited benefit ball for mid-west radio-tv production industry, Sheraton Hotel, Chicago, 111. (23). Institute of Broadcasting Financial Management, annual meeting, Shera- ton-Cadillac Hotel, Detroit, Mich. (21-23). Missouri Broadcasters Assn. meet- ing, Ramada Inn, Jefferson City, Mo. (22-23). NAB CONFERENCE SCHEDULE National Assn. of Broadcasters fall regional conferences: Hotel Skirvin, Oklahoma City (Oct. 19-20). Fort Des Moines Hotel, Des Moines, Iowa (Oct. 22-23). Jung Hotel, New Orleans (Oct. 26-27). Statler Hotel, Detroit (Nov. 9-10). Hotel Ten-Eyck, Albany, N.Y. (Nov. 12-13). Fourth International Film & TV Festival of New York, held in con- junction with the annual Industrial Film and Audio-Visual Exhibition, New York Hilton Hotel, New York (21-23). Indiana Broadcasters Assn. meet- ing, Marriott Hotel, Indianapolis, Ind. (22-23). Massachusetts Broadcasters Assn. meeting. Hotel Somerset, Boston, Mass. (25-26). National Assn. of Educational Broadcasters national convention, Austin, Tex. (25-28). American Assn. of Advertising Agencies, Central Region meeting, Hotel Continental, Chicago (21-22); western meeting, Beverly Hilton Hotel, Beverly HiUs (27-30). ABC Radio regional affiliates meet- ing. New Orleans, La. (27). Future of Tv in America Committee of National Assn. of Broadcasters meeting on CATV, Jung Hotel, New Orleans, La. (27-28). Premium Advertising Assn. of America, premium ad conference, New York Coliseum, New York, N.Y. (27). Television Program Development Group seminar in programing, WGN Mid-America Broadcast Cen- ter, Chicago, 111. (27-28). Official Films Inc. annual stock- holders meeting, Delmonico's Hotel, New York (28). American Assn. of Advertising Agencies, western meeting, Ambas- sador Hotel, Los Angeles (27-30). International Radio & Television Society luncheon, Waldorf Astoria, Empire Room, New York, N.Y. (28). National Industrial Conference Board Inc. twelfth annual marketing i conference, Waldorf Astoria Hotel, ; New York (28-30). Forum of Broadcast Controls, spon- sored by Indiana University, Univers- ity Campus, Bloomington, Ind. (29). NOVEMBER Second Canadian Radio Commer- cials Festival, Park Plaza Hotel, To- ronto, Canada (5). Maryland - D.C. - Delaware Broad- casters Assn. fall meeting, Washing- tonian Motel, Rockville, Md. (6-7). 68 SPONSOR WBNX PROGRAMMING CREATES AUDIENCE AND SELLS THE LARGEST SPANISH COMMUNITY IN THE UNITED STATES -AND SEVENTH LARGEST IN THE WORLD ONLY FIRST IN THE SPANISH PULSE SURVEY MORNING, NOON AND NIGHT CALL O, NKW Yi>l!K MIAMI CIlICAtJO WASH.D.C li-.l) Wiitit; I'lJC Salos Inc.? East 43rd St., - Carroll larkin.Gen. M};r.. WBNX. 560 Filth A-li. Art Gordon. Gen. Mgr.. WFAB. 1034 Biscajiic- Eivd. Warren Daniels. UBC Sales Inc., 10-410 N.Micliig.r Shortham Hotel. Suite - lOlA Tel, 202 CO 5-473 1 OLE! KMEX-TV CHANNEL 34 (and ARB for setting the record straight in Los Angeles) KMEX-TV proves what Spanish International television stations hove been doing all along . . . dominating the vast Southwestern Spanish language market! KMEX-TV Monday through Friday 6:00-10:00 PM (July-August ARB) 60% share of audience Spanish speaking homes Average homes delivered: 37,000 Ranks 6th in an 8 station market total v^^omen (18-19) delivered Beats the Big V's 23-times total homes delivered Beats the Big V's 135 times total women (18-39) delivered Not bod for a Spanish language UHF station competing against seven V's! Spanish language TV is doing the same or better in our other six markets. We'll soon have ARB proof of this too! SPINISH imEIINIITIONIIl NEfWOII I: ^ SPANISH INTERNATIONAL NETWORK 250 Park Avenue, New York 17, N. Y. 721 North Bronson, Hollywood 38, Cal. oxford 7-0585 HOIIywood 6-8131 Mew direction: travel advertisers turn to tv Tv campaign replaces roadside sign tradition rhe rising tide of radio 1^- WhyWLOS-TV bought Volumes 1, 2, 4, 5, 7, 8 and 9 of Seven Arts' "Films of the SO's" Morton S. Cohn: Vice President and General Manager of WLOS-TV :.4 Says Morton S. Cohn: We program 23 feature films each week for a huge, highly selective audience which has shown real interest in recent productions with top stars, and big box office titles. Scheduling approximately 1,200 films each year requires a large library from which to select, but even more important, it demands quality. Our purchases of Seven Arts' Volumes 1, 2, 4, 5, 7 and 8 and our most recent buy of the 215 Universal/Seven Arts' features in Volume 9 guarantees that we can continue to give our viewers the quality they have come to expect. Our prime-time "Friday Night Movie", our Monday through Friday "Early Show" and our highly successful "Battlefield" feature showcase are "must viewing" in the Greenville-AshevilleSpartanburg market. Volume 9, along with the other Seven Arts' Volumes we have under contract, GIVES us THE TOP-QUALITY PRODUCT WE NEED to build even more audience loyalty. The high-calibre of our movies have built for WLOS-TV the largest feature audier)ce in the six-state Carolina Triad, and national advertisers have been quick to respond to this potential A SUBSIDIARY OF SEVEN ARTS PRODUCTIONS. LTD. NEW YORK: 200 Park Avenue 972-7777 CHICAGO: 4630 Esfes, LIncolnwood, III. ORchard 4-5105 DALLAS: 551 1 Royal Crest Drive EMerson 3-7331 LOS ANGELES: 3562 Royal Woods Drive, Sherman Oaks, Calif. STate 8-8276 TORONTO, ONTARIO: 11 Adelaide St. West EMpire 4-7193 For list of TV stations programming Seven Arts' "Films oftiie SO's" see Ttiird Cover SRDS (Spot TV Rates and Data) Reach the \A/hole market Not ONE segment over and over — Whether your product is food, drugs, gasoline, ap- pliances, automotive, or general merchan- dise—l4/G/\L-ri/ SELLS because you reach the whole market every time. No other station or combination of stations in the Channel 8 area can claim total-market reach. WGAL-TV Channel 8 MULTI-CITY TV MARKET nc r, Representative: The MEEKER Company, Inc. New York • Chicago • Los Angeles • San Francisco iirimsLri "Tel^\/i^iC3n SissLtiCDri^ • Clair McCollough, Pres. JWGAL-Ty Lancaster^ F^^ AJbuguerque. N. M. « KVOA-XV TjH'^son, Ariz. 1 FHIHAX A.T 5 Metromedia Buys Wolper Productions Los Angeles — Metromedia, Inc., continues to expand its holdings with announcement that the firm has con- tracted to acquire the entire stock of Wolper Productions, Inc. Total price tag is more than $3.6 million — ap- proximately $1 million in cash plus 69,551 shares of Metromedia common stock. As a result of the deal, Metromedia picks up all of Wolper Productions, including its five subsidiary com- panies; Wolper Television Sales, a national distribution company; News- reel, Inc., formerly Paramount News; and three Wolper music companies. David L. Wolper, president of the production firm, will remain in his post and will become a vice president of Metromedia, Inc. Commenting on the purchase, John W. Kluge, chairman of the board and president of Metromedia, said: "This is a logical step in Metromedia's cor- porate development combining two young and aggressive broadcasting and entertainment entities. It will make possible better quality entertainment and informational programs for the ABC-TV Documentaries To Cost 3M $2.5 Million New York — Six hour-long docu- mentaries on ABC-TV will be spon- sored by Minnesota Mining & Manufacturing at an estimated cost of 2.5 million. The buy represents 3M's first support of a documen- tary series and its first use of cor- porate institutional advertising. In a talk given at Videotape Pro- ductions' sixth anniversary open house. Harry Helzer, in charge of 3M's advertising services, stated that 3M wil', be spending almost 10 million in advertising this season ('64-65). Three of the David Wolper-prod- uced documentaries will be aired this season and three next season. Also, it was announced last week that all of the documentaries will be narrated by Van Heflin. The programs will cover such subjects as important but little- known scientists, people who defy death, the life of MacArthur, the "tribal customs" of teenagers. Agency for 3M is BBDO. public and simultaneously achieve a corporate growth objective." For his part, Wolper declared: "The transaction will provide the financial ability to carry out the expansion and diversification plans which would not have been otherwise possible now." Wolper Productions' current sched- ule includes six tv specials being prod- uced for the Xerox Co. and six spe- cials for 3M (see story on this page). International Film & Tv Festival Winners Named New York — A European filmed- in-color commercial for Pirelli Tires, produced by Insel-Film of Munich in a fast-paced style that looked like a James Bond chase sequence, won the grand award for tv commercials at the fourth International Film & Tv Fes- tival of New York here last week. Other significant tv winners: the MPO-produced "rolling tire" com- mercial for Gulf Oil (best visual ef- fect); Stars & Stripes Productions' "Ronson oily bird" (best animation); VPI's "balloons" commercial for Up- john (best color); Barbara Feldon, Revlon's "tiger girl" (best commercial actress). Stations WFIL-TV Philadelphia, WGN-TV Chicago, WBNS-TV Co- lumbus and WRCV-TV Philadelphia won awards for public service shows. Herbert Hoover In Radio's Early Days Washington — Broadcasts and cere^ monies here for former president Her- bert Hoover brought nostalgic mem- ories of radio's early days to broad- casters who remembered Hoover's guidance during the history-making National Radio Conference back in the '20s. It was under Hoover's guidance, as secretary of commerce in the Harding administration, that the young and wildcat radio industry in this country was given its first serious attention and discipline. At the time he called the first National Radio Conference, in 1922, there were 50 licensed broad- casting stations, and by 1923 there were 550. Interference was intoler- able under the loose reins of Com- merce Dept. guardianship. The radio conferences recom- mended allocating frequencies and classifying stations to bring order out of chaos, and the Commerce Dept. began to implement the suggestions. At the third conference in 1924 Hoover predicted the unlimited im- portance and growth of an industry in which "sales of radio apparatus had jumped from a million dollars a year to a million dollars a day." Those were the days of the birth of networks, NBC in 1926, CBS in 1927, and the unforgettable call letters like WEAF, WGY, KDKA that held listening Americans glued to their sets. Schroeden More Independent Thinking in Radio' Detroit — Although admitting that radio is generally profitable, Willard Schroeder, joint board chairman of the NAB, sees a "cloud of some mag- nitude dulling the radio picture." Speaking before the Institute of Broadcasting Financial Management, Schroeder pointed out that of the 3685 radio stations making 1963 fin- ancial reports to the FCC, 33 percent of them were loss operations. He also said that "as a result of present pro- graming practices, there has been a shrinking of the total radio audience — the sets-in-use figure is not large enough to enable a healthy radio busi- ness." Conceding that formula radio has proved successful in many cases, Schroeder said: "Unfortunately the very sheep instinct that initially caused so many stations to embrace formula radio stimulated them to narrow the choice. If the rock-and-roll formula seemed to produce the most rating points, it was the one to copy." Schroeder cited exceptions to the trend such as WSB Atlanta, WGN Chicago and WCCO Minneapolis. They and some others like them, he said, have evolved their programing on the basis of their "own independent thinking, their knowledge of their respective markets, the general savvy of their staffs. The result has been a consistent history of audience leader- ship and the resulting benefit of strong advertiser support." Schroeder added: "Perhaps, if there is to be emulation, it's this kind of ap- proach that should be copied by oth- er, less successful stations." CONTlNUiD ON NEXT PAGE October 26, 1964 FRTT^AX AT 5 Political Film by Mothers for Moral America May Bring in the FCC GOP presidential candidate sends tract to cleaners after previews raised a storm of controversy Washington — The feeling here is that the FCC will inevitably become embroiled in the Mothers for Moral America film fracas when and if the expurgated version finally hits the tv screens on the NBC network. The film is a GOP tract on Amer- ica's moral decay, and has been sent to the cleaners by Republican presi- dential candidate Goldwater after pre- views of the contents raised a storm of controversy. Outraged protest came from Demo- cratic Committee chairman John M. Bailey that it was the "sickest," and he further tagged it as "smut," "prurient" and "prejudiced." Network previewers agreed that a jolting 60 seconds of the moral decay aspects, from topless bathing suits to the recurring view of a big, black and very presidential limousine with a speeding, beer can-throwing driver, would have to come out. The Mothers for Moral America, headquartered in Ann Arbor, Mich., had previously announced the film as a "documentary film considered by motion picture industry leaders who have viewed it as the 'most powerful' NAB Asks Reconsideration On SRDS' Dropped Listings Washington, D.C. — The National Assn. of Broadcasters is disturbed at the recent decision of Standard Rate and Data Service, Inc., to eliminate monthly listing of small market ra- dio stations and all FM stations. In a statement issued late last week, Vincent T. Wasilewski, executive vice president of NAB, declared: "The NAB has requested Standard Rate and Data Service to reconsider its plan on the grounds that it would render im- measurable harm to the radio industry and particularly to some 1700 small- market radio stations that will be af- fected directly by such action." A meeting between officials of NAB and SRDS will probably be held late this week to discuss the mat- ter. ever produced." (Comment was heard that the movie industry leader referred to in the announcement could only have been Joe Levine.) National project director of the mothers' group is Mrs. Hiram C Houghton of Iowa City, Iowa, whc said the mothers of America contrib- uted the funds to produce the docu- mentary which is entitled, appropri- ately enough, "Choice." The film's, purpose is to show alternatives be- tween decaying (read "Democratic") forces, and the good (read "Gold- water") leadership for the United States. It was to have been shown last Thursday, to the mothers of America on the NBC daytime sched- ule. Networks Backed on Equal Time Decision Washington — In its decision to exempt President Johnson's Oct. 18 message on foreign developments from equal time demands, the FCC grants that "the networks could properly determine that the President's report, expressing the U.S. government's policy in relation to those events, was a spot news event ..." FCC's follow-up explanation of its decision for exemption, last week, leans on two reasons. The first was that the President's speech on foreign developments "of an extraordinary na- ture" was a bona fide news event un- der the 1959 exemptions to the equal time statute. The other reason cited 1956 precedental exemption for the Eisenhower message on the Suez crisis, which was by inference "up- held" when congressional 1959 amend- ments setting up news exemptions did not overturn the FCC decision. The six to one majority on the com- mission has summed up the heart of the matter in one straightforward para- graph midway through the five-page explanation, which gives the broad- caster his due in news judgment: "In short, we think that the net- works could reasonably conclude that statements setting forth the foreign policy of this country by its chief ex- ecutive in his official capacity con- stitute news in the statutory sense. Simply stated, they are an act of of- fice of the president of the U.S. If the Republican National chair- man goes through with a court appeal from the FCC decision, as threatened, then the 89th Congress may be egged into doing something constructive about the patchwork quilt of equal- time rules, exemptions and exceptions left in the wake of the 1959 attempts to amend Sec. 315. FCC decision quotes Sen. Pastore's prophetic argument for amendment at that time: "If the president of the United States were a candidate for re-election he could not stand up in front of the American flag and report to the American people on an impor- tant subject without every other con- ceivable candidate standing up and saying, 'I'm entitled to equal time.'" Only commissioner Rosel Hyde dis- sented from the FCC decision last week. A Republican, Hyde also dis- sented, as a matter of principle, in the 1956 decision to exempt the Eisen- hower message. Hyde believes in the strictest adherence to the letter of the statute and the four exceptions enum- erated by Congress. He opposes any "administratively - contrived" excep- tions. Commissioner Bartley concurred with the exemption for the Johnson talk on the grounds of international in- terest, but did not agree that it came under a "bona fide" news category set up in the 1 959 exemptions. BDA To Merge with BBDO Atlanta, Ga. — Burke Dowling Adams, Inc., Atlanta's largest ad agency, will merge with Batten, Bar- ton, Durstine «& Osborn, Inc. effec- tive Nov. 1. The southern agency will continue to operate under its present name as a wholly-owned division of BBDO. At the same time, stockholders of BDA have acquired stock interests in BBDO. BBDO, rated as the fourth largest agency in the world, billed more than $104 million in radio and tv last year. SPONSOR A newsman who is really on Ids toes has blisters on his feet (Our nine newscasters are limping testimonials to this fact*) Most TV stations have a good staff of newsmen to do the digging. And a deskman to do the writing. And one or two other fellows to do the talking. The results are usually quite smooth. And often quite bland. We do it differently: The guys who do the digging also do the writing. And the talking. Each man has a special beat: State government, politics, city and county government, general news, and sports. October 26, 1964 Other members of the team concentrate on editorials, features, and weather. And our anchor man for the entire 45-minute news package keeps an eye on all the news. When one of our men writes his story, he writes with authority. When he reads his story, he reads with authority. Because he is an authority. People in Raleigh-Durham and eastern North Carolina have come to expect more from WRAL-TV news than WRAL-TV a smooth and bland recitation of the day's news events. And they get more. In return, we get more: More re- spect for our news programming, a bigger, more discriminating audience for all our programming. It may be heartless, bui we like to see one of our newsmen limping. We feel it's much better than put- ting an extra cushion in his chair. WRAL-TV, Raleigh, N.C. ABC Tele- vision. Represented nationally by H-R. Si sponsor OCTOBER 26, 1964 • VOL. 18. NO. 43 33 New directions: travel turns to tv Airlines, plus or her print-orienled travel advertisers, are switching media to reach broader passenger potential 36 Radio strengthens American Express image Urgency and safety cliaracterize AmE.xCo commercials for trav- elers checks; prestige and convenience for credit cards 41 Burma-Shave ad load off the road and on tv Forty-year roadside-sign tradition is scrapped for shaving cream's tv crack at competition's lead in the promising $100 million aerosol-lather market 44 Radio's rising tide Attention to sound medium promises new high mark in analysis of 16-year Nielsen records. Total home-hours of radio use is now vying with pre-tv levels, according to CBS Radio research 48 Tv credits for AmExCo's credit cards As part of its advertising "case history" in the making, travel company gives "whys" behind its first tv campaign DEPARTMENTS Calendar 62 Changing Scene 51 Commercial Critique 61 Friday at Five 3 Letters 12 Publisher's Report 1 0 Sponsor Scope 27 Sponsor Spotlight 58 Sponsor Week 16 Week in Washington 1 3 SPONSOR® Combined with TV, U.S. Radio, FM® is published weekly by Moore Publishing Company, a subsidiary of Ojibway Press, Inc. PUBLISHING, EDITORIAL AND ADVERTISING HEADQUARTERS: 555 Fifth Avenue, New York, N. Y. 10017. Area Code 212 MUrray Hill 7-8080 CIRCULATION, ACCOUNTING AND DATA PROCESSING HEADQUARTERS: Ojibway Building, Duluth, Minn. 55802. Area Code 218 727-8511. CHICAGO OFFICE: 221 North LaSalle St., Chicago, III. 60601. Area Code 312 CE 6-1600. LOS ANGELES OFFICE: 1655 Beverly Blvd., Los Angeles, Calif. 90026. Area Code 213 628-8556. ST. PETERSBURG OFFICE: 6592 North 19th Way, St. Petersburg, Fla. 33702. Area Code 813 525-0553. SUBSCRIPTIONS: U.S., its posses- sions and Canada $5 a year; $8 for two years. All other countries, $11 per year. For subscrip- tion information write SPONSOR, Subscription Service Department, Ojibway Building, Duluth, Minnesota 55802. Second class postage paid at Duluth, Minnesota. Copyright 1964 by Moore Publishing Co., Inc. Pretldent and Publisher Norman R. Glenn EDITORIAL Editor Sam Elber Feature Editor Charles Sinclair News Editor William S. Brower, Jr. Special Projects Editor Ben Bodec Managing Editor Don Hedman Senior Editor William Ruchti Associate Editors Barbara Love Melvin J. Silverberg Gayle Hendrickson Editorial Assistant Patricia Halliwell Contributing Editor Dr. John R. Thayer Washington News Bureau Mildred Hall Field Editors Ernest Blum (East) John Bailey (Midwest) Production Editor Emily Beverley Regional Correspondents James A. Weber (Chicago) sheila Harris (San Francisco) Frank P. Model (Boston) Lou Douthat (Cincinnati) Margaret Cov/an (London) SALES j New York Gardner Phlnney Norman Gittleson Chicago Jerry Whittlesey Los Angeles Boyd Garrigan St. Petersburg William Brown Advertising Production Louise Ambros ADMINISTRATION Editorial Director Ben Marsh Production Director Harry Ramaley Circulation Director Joe Wolking Data Processing Manager John Kessler Circulation Promotion Gerhard Schmidt iCll tiK llM •K\\\ SPONSOR /IDV TURE »«« V t^^-^v^ :.^2S^^' " *t» ™_,»-«^'»» , j8wr~- . >*«.»*»-• *■** CLEUELAND the "one-buy" market the one to buy! Another adventure in local programming, WJ W-TV's twice award winning "ADVENTURE ROAD" brings the far corners of the earth to arm-chair adventures. .. holds general acclaim for wide-appeal intellectual and educational program- ming. Cleveland with no fringe stations taking a bite of the viewers is the one buy market. WJW-TV is the one to buy. m ANCEUS PHILtDElPHK DETROIT MIAMI TOLEDO H W7J CLEVELAND CIEVEUNO It Jit rr NEW TORK U H\ DETROIT // 'fiK Tt MILWAUKEE i( in Ti ■ I ATLANTA TDLEDO u \i'D rr STORER October 26, 1964 ^€ Can a tuorthyjldviertiser with an BttractiiTetroduct Tind )(appines8 IqrtOinnin^ the Coyalty andjiffectionofa epical JImerican Housewife?** DAYTIME ADVERTISERS Best Foods (Corn Products Company) Continental Baking Company. Inc. ON THE CBS Binncy& Smith. Inc. The Dnw Chemical Company TELEVISION NETWORK Tlie Borden Company The Drackett Company ( 1964, MONDAY-FRIDAY) Bristol-Myers Company El. dul'ont de Nemours & Company, Inc. Calgon Corporation Edward H. Dalton Company Alherto-Culvcr Company California Packini; Corporation FiS; F I ahoratories. Inc. Aluminimi Company of .America Campana Corporation Family Foods. Inc. American Cyanamid Company Camphell Soup Company Father John's Medicine Company, Inc. American Doll i: Toy Corporation Carnation Company Florida Citrus Commission American Home Products Corporation Chesebrough-Ponds. Inc. The R. T. French Company The Andrew Jergens Company Church & Dwighl Company, Inc. Frigidairc (General Motors Corporation) Armstrong Cork Company Colgate-Palmolive Company FriFo-Lay. Inc. Arnold, Schwinn & Company Columbus Coated Fabrics Co. (Borden) General Foods Corporation Audience data arc for Mon.-Fri., 7 am-6 pni; homes reached based on Nielsen averajjc audience estimates; audience composition • $103,000,000 SaysKeCan! Of all the ways to a woman's heart, the surest is daytime television-on the CBS Television Network. America s advertisers put their money on it: 103 million dollars in the past 12 months. Far more than on any other advertising medi- um addressed to women. Foradvertisers know that daytime television is a world of its own-inhabited largely by women. If you could lift the roofs off Americas homes during the day you would find an average of 8.8 million women tuned to their television SQts.. .soDW 36 inil/ioii in the course of a week. Advertisers know, too, that the most popular daytime shows come from the CBS Television Network. All of the Top 12 programs-a match- less schedule of comedy,studio diversions,news, and the irresistible daytime serial. In the average daytime minute this year 4.860,000 homes are tuned to CBS-59 per cent more than are tuned to the second network, twice as many as to the third! In a typical case an advertiser employing just 12 announcements in four weeks on the CBS Television Network has demonstrated his prod- uct an average of 3.3 times in 21 million homes. Predictably,advertisers seeking the loyalty of the American housewife spend the greatest part of their budgets on the daytime programs of the CBS Television Network-nearly as much as they spend on the other two networks together and more than they spend on three leading women's magazines combined. They are saying, in effect, that the most important seat of the country's purchasing power is a chair in front of a day- time program on the CBS Television Network. General \fills. Inc. Gerbcr Products Company The Gillette Company Glenbrook Laboratories (Sterling Drug) Gold Seal Company Golden Grain Macaroni Company Hartz Mountain Products Corporation Hcublein, Inc. The Intern;itionaI Latex Corporation Johnson & Johnson S. C. Johnson & Son. Inc. Kayser-Roth Corporation Kellogg Company Kenner Products Company Kirsch Company Lover Brothers Company P. Lorillard Company Louis NL-irx & Company, Inc. Mattel. Inc. Menley & James Laboratories The Mennen Company Miles Laboratories. Inc. Munite Maid ( Coca-Cola Company) National Biscuit Company National Cotton Council of America The Nestle Company, Inc. Noxzcma Chemical Company Chas. Pfizer & Company. Inc. W.T.S. Pharmacraft Company. Inc The Pillsbury Company Pittsburgh Plate Glass Company Plough. Inc. The Procter & Gamble Company Purcx Corporation Limited The Quaker Oats Company Rainbow Crafts. Inc. Rexall Drug Company Reynolds Metals Company Sawyer's. Inc. Shulton. Inc. Simmons Company Singer Sewing Machine Company Standard Brands. Inc. Sweets Company of America, Inc. The Toni Company United States Borax & Chemical Corporation Warner-Lambert Pharmaceutical Company James O. Welch Co. (National Biscuit Co.) Wc-tinghouse Electric Corporation The J. B. Williams Company, Inc. Wni. Wri<;ley Jr. Company W. F. Younc, Inc. 11 ised on American Research Bureau estimates; billings data from LNA-BAR (net time and talent) and PIB (gross); all subject to qualifications available from us on request. COMING TO NEW YORK ? Stay at the only Inn in town run the old-fashioned way! (Only IV2 blocks to the Coliseum) The brand new 600-room luxury Inn with every modern feature: spacious air conditioned rooms and suites, superb restaurants, smart cocktail lounge, free roof top pool, free indoor garage, small and large meeting rooms with banquet facilities — even closed circuit T.V. — and old fashioned, old world Innkeeping service— on/y IV2 blocks to the Coliseum! INNKEEPER ■^oCAxfiai\ SvUA.OF N. Y. C. 57th ST. WEST of 9th AVE. Phone (212) LT 1-8100 Report Three big days with the BPA I guess I'll always be a promotion manager at heart. Which reminds me that I have a date on Nov. 16 to attend the annual seminar of the Broadcasters Promotion Assn. at the Pick Con- gress in Chicago. This is one meeting that I always try to make. Every year I find myself captivated by the enthusiasm of the participants, their desire to learn, the attentiveness and attendance at the many shirt-sleeve ses- sions, the originality and usefulness of the subject matter. This year, judging by the agenda, will be no exception. The first day (Monday) will be devoted to discussions of ratings and research, what's right and what's wrong with radio audience promo- tion, tv audience promotion, syndicated promotion materials, tv sales promotion, radio sales promotion. The second day will explore graphics in broadcast promotion, how to save money on print, how to make an ad, what's right and what's wrong with award entries. The windup day will cover ideas that work in print publicity, ideas that work in merchandising. The seminar concludes with a "from the floor" potpourri of problems and suggested solutions. Naturally, the acid test of this three-day workshop is the degree to which the participants can focus on key facets of the individual sessions that don't often extend over a single hour and generally are less. This takes a considerable forbearance and concentration on vital aspects of the subjects. Almost invariably at any meeting there's somebody who eats up time with extraneous remarks. When your time must be counted in minutes that's a latitude that can't be allowed. In a word, I'd like to see longer sessions — even if not so many could be covered. But with this single caution I can hardly think of much more to be concerned about. Last year the BPA met in record-breaking attendance in capti- vating San Francisco. They won't have quite the same incentives to wander in Chicago. But I was impressed in 1963, as in 1962, 1961 and the many other years when I sat in on the BPA seminars, that the con- ventioneers stay close to home base. It isn't always that way at station managers' meetings — and I concluded some years ago that promotion people come to work. I don't mean to imply that they don't want to play, too. But I get the impression that they get so wrapped up in exchange of promotion information, in the meetings and outside, that the playtime takes a backseat. That's why over a period of some years I've recommended to stations with promotion managers that they make certain they attend this annual seminar. I find that a growing number of station managers, sales managers and agency people come, too. Good promotion is a valuable tool to all station executives involved in the battle for audience and billings. I'll be in Chicago on the 16th. Maybe I'll see you there. T7-t^^c/ I 10 SPONSOR A iverhearof a radio station with80% of its nighttime programs sponsored? /^ From 7 PM to midnight Monday through Saturday and on Sunday from 1 PM to midnight, 80% of WQXR programs are sponsored by some of the most distinguished and experienced advertisers in the country. Here they are: Elizabeth Arden General Telephone & Electronics Italian State Tourist Office Panagra Airlines The Antiquary Scotch Guerlain Perfumes Trans World Airlines RCA Victor Association of German' Broadcasters Schenley Industries Columbia Records Dennis & Huppert Baldwin Piano London Records F. R.TripIer&Co. Cadillac Steinway Piano October 26, 1964 Blue Cross and Blue Shield E.J.Korvette Smith, Barney & Co. Dime Savings Bank of Brooklyn Savings Banks Assn. of New York State Dictaphone Corporation Chemical Bank New York Trust Co. Northwest Orient Airlines Empire Lincoln Mercury Bowery Savings Bank Volvo Where else could you find better evidence of the selling power of WQXR? WQXR's programming, as you might expect, appeals to quality adults. ..people who appreciate the best things in life as well as the best in radio programs . . . and people who respond to advertising messages they hear on WQXR. We still have some time for you. Give us a call. LA 4-1100. WQXR 1560AM 96.3FM, radio station of The New York Times. 11 THE BIG QUESTION Obviously, Ed Sullivan is sponsor- conscious. His commercial record proves it. In 17 years he has a total of about nine clients on his show — one of them for almost a decade — and four of them on the network for the current season. Following the headlines after last week's Ed Sullivan Show, some visit- ors (in the business, of course) to the Elber fireside made more noise than the ice in that other stimulant about the action taken in the Jackie Mason incident: (1) Is the Ed Sul- livan program to be judged by tv or live standards? (2) Were the clients involved in the decision? There were no decisions, only arguments. In the first case, the arguments were: (A) if it's on tv, it's a tv "show" and (B) if it's a Jackie Ma- son, then it's a standup comic doing a routine for a live audience — and incidentally being televised. In the second case, the arguments were: (A) that everybody is in- volved (agency, client, network) and (B) nobody seeks to get involv- ed unless willing to be tagged '"cen- sor"— and neither clients, nor agencies nor networks were vying for that title or responsibility. It occurred to me that other, similar arguments may be taking place within the industry, so I went to the source — the show's producer. Bob Precht. He said that, as late as Tuesday, only one client's agency had called. They allegedly applauded cancellation of the action. Precht assumes the others do too. So, in the first case, argument A apparently wins — i.e., the performance is to be evaluated in tv terms. <^)(3uA^SZfe^ Thanks from IRTS As president of IRTS I want to sincerely thank you for the excel- lent coverage given the IRTS Time Buying and Selling Seminars [■'IRTS Seminar Hones Timebuy- ing Tools," Oct. 5]. As you may know, we are ordering reprints. We so very much appreciate your in- terest in IRTS activities and your giving such thorough coverage to certain events. We hope that we are making a valuable contribution with the Time Buying and Selling Seminars, the Production Work- shop, the College Conferences, etc., and it is most encouraging to re- ceive such fine support from Spon- sor. Sam Cook Digges President International Radio and Television Society New York Just want to let you know how pleased and excited we all are with the handsome story, "IRTS Semi- nar Hones Timebuying Tools," in the Oct. 5 issue of Sponsor. You can be certain that we will use it to our advantage. As I write this, we have already received six registrations based on people reading the article. Claude Barrere Executive Director International Radio and Television Society New York Takes ARB to Task "Is ARB kidding?" That's the only reaction I can have after read- ing "ARB To Feature Overnight Radio Surveys" in the Oct. 5 Sponsor. What a surprise to see a "new radio measurement service an- nounced which will measure "old" radio listenership (in-home only, via telephone coincidental). Can this be the same ARB which is planning to measure all listening in 25 markets early in 1965? ARB's own sludy documented the great volume of listening that's done "out-of-home" — 42 percent of the total in Detroit. So why the "new" service? The story says this radio service is designed (especially) "for those clients with a stake in both radio and tv." Does that mean ARB will soon report only 58 percent of total tv viewing? I suppose it does — so that the radio and tv audiences can be compared. I can't help but wonder how the print media will react to ARB's announcement. They'll almost cer- tainly lop 42 percent off their cir- culation figures^ — won't they? William S. Fuhrmann Research Director WCCO Radio Minneapolis Important Readers I was certainly pleased and de- lighted by your layout and substan- tial presentation of my thoughts on the coming complexities of media buying ["Tv Buyer's New Obstacle Course," Sept. 8]. I have had quite a few flattering calls on the article, and I now have ample confirmation that many important people in our business must be readers of Spon- sor. A. C. DePierro Vice President-Media Director Geyer, Morey, Ballard, Inc. New York Pleased with Interview I'd like to say how much I en- joyed reading the interview you did for me ["Raymond Scott Sounds Off on Sound", Oct. 5]. The technique used and the way you extracted the essential points were executed with such taste and skill that it is easily the best thing written about me in any magazine or newspaper. Raymond Scott Raymond Scott Enterprises New York A Technicality Isn't the chart on page 46 re- versed? ["Why Not Get Technical," Sept. 8 issue]. A 5 kw @ 600 kc gives more coverage than a 50 kw @ 1400 kc. Ted Hepburn Vice President and General M^r. WARM Scran ton — Wilkcs-Barre, Pa. ED note: Yes. The captions should have been reversed. 12 SPONSOR THE WEEK ix& "WA-SXIINGTON AS VIEWED BY OUR WASHINGTON NEWS BUREAU October 23, 196U While name-calling hits new lows in the political arena, federal agen- cies here are looking to change some product name-calling in advertising, from tv sets to fruit juices and sewing machines. The FTC last week held a hearing on its plan to change the time-hon- ored practice of referring to tv set size by number — 19-inch, 21-inch, etc. Instances of overblown retail advertising which mention picture size with- out qualifying information fired the commission to take a new look at the old standards. FTC proposes that new disclosures paring down inch-size replace the "overall diagonal" and square-inch picture area required In a 1956 ruling. During the hearing. Industry planted some strong doubts of the feasi- bility of a new nomenclature which would, produce top to bottom industry dislocation and mean very little to the consumer. Under the proposed rules, the consumer would have to recognize his familiar 21-inch set in advertis- ing that specifies: 19-lnchj 19-lnch picture; 19- by l5-lnch picture j 20- Inch picture measured diagonally, or 262 square Inch viewing area. The new standard would banish customary trade measurement of a diag- onal that includes thickness of the picture tube, and. evolved from the di- ameter measurement of the old. round, tubes. Industry association spokesmen for manufacturers, distributors, re- tailers, parts and service dealers said there would be confusion not only for the consumer ("who couldn't care less") — but for all users of cathode ray tubes, in space and defense and Industrial contracts world-over. Jack Wayman, staff director of consumer products division of the Elec- tronics Industry Assn., explained that tv set designations in practice are "secondary meaning." This is the term given to the acceptable shorthand, of communication between seller and buyer, which may not reflect exact spec- ifications. Typical example is the builder's "two-by-four" planks which are actually planed down to smaller size. Wayman produced a sheaf of letters from electronics associations abroad, and industry segments at home, pleading for the status quo on tv set measurement. A note from the national Better Business Bureau said they had never received a single consumer complaint on tv set size. It was pointed out that FTC complaints about overblown advertising of tv set size go largely to retail advertising. The manufacturers and dis- tributors have lived up to the qualifying requirements in any mention of tube-size, EIA's Wayman pointed out. But the retail advertiser, the copy writer or layout artist Is "merely doing what comes naturally, when he assumes," we believe justifiably, "that the consumer Is not Interested in the detailed explanation." CONTINUED ON NEXT PAGE ■ October 26, 1964 13 M. in AS VIEWED BY OUR WASHINGTON NEWS BUREAU Advertisers setting up costly layouts or broadcast commercials for a manufacturer's new-season line regretfully bypass the picture size in na- tional advertising. Even the asterisk and footnote tactic add to the gen- eral "clutter" and detract from the artistry. Retailer spokesmen said they have found the customer indifferent to the fuller-explanation Jargon. In oral selling, the "overall diagonal" and square-inch area are never even referred to. FTC's Industry Guidance Bureau director, Chalmers Yarley, and Paul Butz, chief of Trade Regulations Div. , were not too much iitpressed with advertiser and consumer aspects of the industry argument. But the hearing's presiding officers did seem dismayed at the descrip- tion of how the new numbering would mean a revamp of all tv set manuals, manufacturer and designer specifications, and a wholesale confusion in tube replacement. A picture tube referred to in a parts manual now, as 2IAMPI4. would have to replace the first number with 19. Industry estimated 10 to 15 years before a changeover in tube number designations could be absorbed here and abroad. Industry guidance chief Yarley suggested that perhaps the new figure could be inserted to appear with the old in manuals et al — but the sug- gestion was halfhearted. Advertising became the chief target again when Mrs, Sara Newman of the National Consumers' League spoke. She was worried about increasing "fuzziness" given the old-fashioned, rigid measurement standards by adver- tising lingo such as "big gallon." She said tv set advertising is another step in making measurements seem larger than life. EIA has asked point blank for permission to refer in advertising and elsewhere to set sizes as current trade practice has developed them. A 19-inch set could be advertised just like that, or even as "19" — without qualifying measurements to burden and confuse industry or consumers who are oriented to this familiar shorthand. FTC record remains open on this rule-making to Nov. 10, the presiding officer mentioned several times. FTC seems anxious for further suggestions — and possibly a graceful way out of this maze. More name trouble is coming up in other areas t FTC is going after "misuse" of the word "automatic" in sewing machine advertising. The com- mission fears consumers will figure an "automatic" machine will run things up by itself. This is an oldie — comment deadline is Nov. U. The FDA is thinking of uniform labeling and perhaps standard names for each type of fruit drink currently called "punch," "nectar," "juice drink," et al. The alluring monicker may go out, so the consumer can know the exact water content. Record is open on this to Dec. 1, I96U. 14 SPONSOR PROGRAM ON COMMERCIAL ON PROGRAM ON Do you always buy the best program for your spot commercials? It's not just the rating anymore. There's also the degree of interest and attention to the program which studies continue to find match up with the degree of interest and attention for the commercial. Did you buy off-network series with a high TvQ among housewives? Your MGM-TV representative can point with pride to such availabilities. NEW YORK • CHICAGO • ATLANTA • CULVER CITY • TORONTO October 26, 1964 15 SPONSOR WEEK Demand National Tv Coverage/ Lee Urges Admeni FCC Commissioner sees UHF as answer to fringe-area advertising; scores networks for retarding progress Boston — Calling on advertisers to "demand lull national coverage," FCC commissioner Robert E. Lee last week took the major networks to task for holding back the growth of UHF through failure to make programing available to existing outlets. In an address before the Adver- tising Club of Greater Boston, the commissioner pointed out that among the 100 largest cities of the United States, nine have four or more stations, 38 have three sta- tions, 34 have two, 12 have only one, and seven have no stations. Dubbing the situation "deplor- able," commissioner Lee asked: "Is the advertiser interested in getting exposure in these large markets? Would he like to be carried on a station that delivers pictures with a crisper quality, free of interference from automobile ignition and other electrical sources, and free from airplane flutter? Tell your networks this is what you want and the only way they'll be able to deliver the goods is through UHF stations." Citing Marion. Ind., as a case in point, the commissioner said the networks argue that they get into Marion via Indianapolis. "Yes, they 'Huntley-Brinkley' A 52-Week Sellout New York — The line forms to the rear for sponsorship of The Huntley-Brinkley Report on NBC-TV. With the addition of three more sponsors, Don Dur- gin, vice president for network sales, says the news program is completely sold out for 52 weeks. The new accounts are the Bauer and Black division of the Kendall Co. through Tatham- Laird Inc., and the Colgatc-Pal- olive Co. and Wilkinson-Sword Inc. via Ted Bates. Nine other sponsors participate in the series. get in and you should see how," he declared. "The people who want to watch have to erect antennas tower- ing high above their roof-tops. I venture to say they pay as much for their antenna installations as they do for their receivers. Is this what the advertisers call getting in?" Lee continued: "It's one thing to have an assignment table providing channels for these places, to obtain passage of all-channel receiver legis- lation and in other ways beat the drum for UHF, but it is quite an- other thing to get the networks to realize that the country is begging for first-class television unblemished by snow and interference and with the choice of more than just a few programs." Contrasting tv with radio as an ad medium, the commissioner said that in radio, advertisers "don't rely on the big 50 kw to get their mes- sage to all the people on the outer fringes of the area covered by the mim Lee . . . "antenna lowers" I station's signal." They also make buys on smaller local stations, he pointed out. "They are not satisfied with fringe reception in radio. Why should they be in television?" Commissioner Lee's address came on the heels of the debut of Bos- ton's newest tv outlet, channel 38, which went on the air the week previous as the nation's first diocesan-owned, semi-commercial UHF station. Roslow: Restraint in Research Data Use New York — "Research data must not be projected unwarrant- edly or taken out of context," cau- tioned Sydney Roslow, president of Pulse, at last week's Pulse Man of the Year luncheon. Prior to presenting awards to the team of Chet Huntley and David Brinkley, the Pulse president had a word on research in general and public opinion polls in particular. "It is interesting to see some of the spotlight shift from broadcast research to non-broadcast re- search," he declared. "We recently saw the spectacle of an entire print project withdrawn unreported be- cause of the massive sample-copy distribution of one of the publica- tions under survey." Turning to public opinion polls, Roslow said an interesting phenom- enon about them is that "people 16 who get low readings don't like them, and are often inclined to smash the machinery rather than look to the factual causes. Some- times there is something in their or- ganizations, their operations, their images, which can be corrected." This is not to say that research is without limitation, Roslow added. "Often these limitations can be mi- tigated by liberal doses of judgment, brains, intuition in their use — in a word, good and adequate home- work." Roslow continued: "Something else must be added — restraint." In making the Pulse Man of the Year award to Huntley and Brink- ley, Roslow pointed out that this is the first time it had been given to anyone in broadcast journalism, and the first time to more than one person. SPONSOR i i Schroeder: Government Regulations Main Task To Face New NAB Head Des Moines, Iowa — Although he has yet to be named, one of the major challenges facing the new president of the National Assn. of Broadcasters will be the removal of programing control from govern- ment regulation, Willard Schroeder, chairman of the NAB board, told a luncheon audience last week in an NAB Fall Conference. Schroeder, who heads the 10- man committee named to select a successor to LeRoy Collins, de- clared that the new NAB president, whoever he may be, also must cope with the necessity of organizing Researcher Lists Criteria For Tv Effectiveness New York — How best to spend the advertising dollar in tv? R. E. Spinner, president of Marketscope Research Co., last week offered a list of general criteria aimed at an "effective, reahstic and uniform method of measuring advertising ef- fectiveness." First, he said in a talk before the International Film & Tv Festival of New York, "create a commercial that can change the attitude, be- havior and awareness pattern of the viewer." Point two is the selection of a show that is well liked by the view- er— a show that commands a high level of attentiveness. "Different shows have different audiences," he declared. "It is unfair to compare the commercial tested on one show with the commercial tested on an- other show unless the degree of lik- ing of the show is controlled or weighted statistically." Spinner's third criterion: "If pos- sible, select a show with an audience that appeals to a high percentage of users of the product category." Citing figures to show that a commercial's effectiveness is related to the attentiveness created by a show, and the degree to which a show is liked, Spinner concluded that "we assume that a commercial in the frame of a show will be more effective than the same commercial in a spot position." NAB membership to support him strongly in an area where it has never known complete freedom. "Somehow," said Schroeder, "he's going to have to make real tigers out of a reasonable percent- age of them — evangelists who will support him in the concept we should be free to run our own out- fits." Schroeder also pointed out that the government and political forces which "cherish greater program control" already are accustomed to a fair degree of success. As a case in point, he asked the broadcasters if they really had the public interest in mind when they televised last summer's national political conven- tions in their entirety, or whether they "consciously or unconsciously feared reprisals from politicians in government if we didn't?" Continuing his list of questions facing the new NAB president, Schroeder said it was his conviction that application of NAB's Code of Good Practices to political adver- tising and programs should be con- sidered. "If there is a moral and ethical basis for applying the code to commercial and religious mate- rial," he said, "then I submit we should make every reasonable ef- fort to apply it in the field of polit- ical broadcasting." When the public is subjected to broadcast material "that is in bad taste or indecent," Schroeder con- tinued, "they don't differentiate as to who paid for it — we are an in- evitable focus of their resentment." The matter of a new NAB presi- dent has been under study for sev- eral months, but no action is ex- pected to be taken until after the November elections. GE Buys NBC-TV Variety Hours for South America New York — In what was de- scribed as a "break-through in the sale of live-on-tape performances in Latin America," Joseph M. Klein, president of NBC Interna- tional, has announced the purchase of 1 5 hours of NBC-TV variety pro- grams by General Electric for show- ing in Argentina and Uruguay. It was pointed out that repre- sentatives of Argentina, General Electric and Grant Advertising, Inc., spent two weeks in NBC In- ternational's New York offices re- cently screening more than 80 hours of programing. The hours finally de- cided on were from The Andy Wil- liams Show, The Dinah Shore Show and The Lively Ones. CINZANO LAUNCHES OFF-BEAT SPOT CAMPAIGN In an admittedly "surrealistic" series of spots, people will be "changing to Cinzano Vermouth" — that is, literally changing into giant-sized bottles. The tv spots, which will run on the New York Market from October through the end of the year, run 10 and 20 seconds. Radio spots, based on the same theme, will also be aired. The tv spots open on a posh ambassadorial re- ception. The hostess offers a bearded diplomat a drink. He declines, saying: "No, thank you. I'm changing to Cinzano." And he does. He physically changes into a giant bottle of vermouth. This is repeated until only the waiter remains in human form. The campaign was prepared for Cinzano's U.S. distributor, Munson G. Shaw, Co., by Lennen & Newell. I October 26, 1964 17 rVJ)K',f i ."^ H . .• fill ±1S t.f. ; I'J/' '*■ i^^- m. •m^f \i0i^ Know the difference? A million-and-a-half viewers in Southern California do . . . now! As part of a continuing campaign to bring voters in the nation's most populous state a balanced, sharp-focus picture of the candidates and issues in this election year,on October 5th KNXToriginated an hour-iong,"live"debate between the two candidates for U.S. Senator: incumbent Pierre Salinger,Democrat, and George Murphy, Republican. For the first time in this heated campaign, the two opponents argued their causes face-to-face. It marked the first time ever that a local California television station originated a full-hour, prime time debate between opposition party candidates for a major national office. Cecil Smith of the Los Angeles Times wrote: "A face-to-face meeting like this has great value and is a superior use of television. Much credit for this must go to KNXT!' Even more important, an estimated 1,500,000 viewers* were enabled to judge the men in action, to contrast their positions on the issues, and to weigh their differences. In pioneering ways to bring home all the facts to the largest number of voters, a mass medium fulfills its highest purpose. And no one does the job better than CBS Owned KNXT®2 LOS ANGELES *Based on arb television estimates, subject to qualifications which knxt will supply on request. SPONSOR -WEEK Taft, Cox, Storer, Capital Cities Register Strong Gains in Profits Taft Profits Rise Cincinnati — A banner second quarter for Taft Broadcasting Co. has been reported with profits up from $348,067 in the same period the previous year to $738,158 as of Sept. 30. 1964. This represents a hike of 112 percent. First-half profits were also up. with net income increasing 108 per- cent to $1,989,765 from $913,- 813. In announcing the figures at a board of directors meeting, Hulbert Taft, Jr., board chairman, said: "The second fiscal quarter ended Sept. 30 continued the pattern es- tablished in the first; revenues and earnings more than doubled the same period last year. At the conclu- sion of the first half-year of opera- tion of Taft Broadcasting Co. with its newly acquired stations, all seven broadcasting divisions are operat- ing well ahead of last year." Taft added that "the continued improvement in the competitive po- sition of the ABC Television Net- work and local program successes are the most important contribu- tors to the over-all gains." Cox Reports 41 Percent Gain Atlanta — The profits picture is bright for Cox Broadcasting Corp. with a reported 41 percent increase in net income over the first nine months of 1964. The company's four tv stations and four AM-FM stations, plus other properties, re- corded a consolidated net income of $2,110,189 for the first three quar- ters as compared with $1,497,250 during the same period last year. Revenues for the first nine months totaled $15,129,387. mark- ing a 52 percent jump over last year's $9,970,248. In addition to its radio and tv operations. Cox owns CATV sys- tems in Pennsylvania, Oregon and the state of Washington. Also, on Sept. 1 of this year, the company announced the purchases of tv sta- tion WIIC Pittsburgh, Pa. FCC ap- proval is still pending. Profit Hike for Capital Cities New York — Still another indi- cation of growth among the broad- cast groups is the announcement that the nine-month profits of Cap- ital Cities Broadcasting Corp. tot- aled $1,762,503, or 40 percent above the same period in 1963. It was pointed out that the 1964 figures included the newly acquired WJR Detroit and WSAZ Charles- ton-Huntington, W. Va., from Sept. 10. Also, as part of the transaction which brought the new stations to Capital Cities, the firm repurchased 78,285 of its own shares, reducing outstanding shares to 1,353,729. In releasing the earnings figures, Frank M. Smith, chairman, noted that New York Subways Adver- tising Co., in which Capital Cities has a 40 percent interest, has con- cluded its second fiscal year and that results were highly satisfactory, with further improvement expected CORRECTION Tv expenditure figures for Northeast Airlines were not tabulated in table VII on page 40 of this issue. Figures for Northeast are 1963 1964 NETWORK SPOT $485,600 628,300 TOTAL TV $485,600 628,300 PERCENTAGE Plus 29 Total expenditures at elude these figures. the bottom of table VII, however. do in- Sulllivan Cancels Comic's Contract New York — Self-regulation in the broadcast industry became strictly a one-man affair last week when Ed Sullivan charged comic Jackie Mason with "obscene gest- ures on camera" and promptly canceled Mason's $45 thousand contract. Denying that his gambit with fingers was intended to be of- fensive. Mason countered with the threat of a lawsuit if the contract was canceled. In a formal statement, Bob Precht. producer of the Sullivan show, said the contract, which called for six appearances on the program, had been termi- nated as a result of "Mason's on-camera obscene gestures, of- fensive conduct, insubordination and gross deviation from ma- terial agreed upon on the tele- cast." If the case comes to court, both sides will have a nation's worth of witnesses to call. in the upcoming year. The Capital Cities' financial statement does not include revenues from New York Subways Advertising. Storer Profits Hit Record Miami — Storer Broadcasting Co. reports business is booming with an- nouncement of nine-month profits totaHng $4,956,611 as compared with $3,998,826 for the same per- iod in 1963. This represents a boost of 24 percent in profits and 35.2 percent in per-share profits. It was pointed out that the nine- month figures were an all-time re- cord for the company with respect to profit from operations, exclud- ing non-recurring gains and losses. Storer's third-quarter profits marked a 28.5 percent increase, from $1,067,172 to $1,371,398. Operational earnings for both the quarter and nine months were the highest in the company's 37-year history. A company spokesman said the increase reflected primarily the growth of tv station profits and a substantial increase in profits from Storer's radio station, WHN New York, acquired in January. 1962. 20 SPONSOR Bristol (Conn.) Press photo by Tom Dully a Let every eye negotiate for itself, And trust no agent \ ' In a more S(Jphi^ticated world than William Shakespeare envisioned, television permits virtually all people to heed his advice. For this reason, in this political year, WTIC TV3-AM-FM has continued its policy of airing debates between Connecticut candidates for the United States Senate and House of Representatives. Presented at times when most voters are free to watch television, the give and take of the debates provide the best opportunity for "every eye to negotiate for itself" and thus to determine the relative merits of those seeking to serve in important public office. We belie\'e this to be an excellent way to inform the electorate and further the demo- cratic process. WTIC ® TVS - AM -FM HARTFORD, CONN. BROADCAST-PLAZA, Inc. October 26, 1964 21 SPONSOR WEEK FCC's Henry: Mistakes in Fairness Won't Necessarily Cost Licenses Oklahoma City — "One mistake — or a series of mistakes — won't necessarily cost the broadcaster his license," declared chairman E. Wil- liam Henry of the FCC in a discus- sion of the commission's Fairness Doctrine. Chairman Henry also touched on CATV, pay tv and mul- tiple ownership in his address be- fore the NAB fall conference. Commenting on controversial programs that are sponsored, Henry indicated that there are "thousands of other ways" in addition to using unsponsored broadcasts of a similar nature to give the other side, citing news broadcasts and panel discus- sions as examples. In making the statement, the FCC chairman was referring to a case in which the commission ruled that a station was required to play a non-sponsored tape favoring the nuclear test ban in answer to a sponsored show opposing the ban. Henry said the station made no attempt to give the other side of the issue by any method, and said it would not do so. The FCC, he P&G Ties-ln with Florida In Major Tourism Campaign Delfona, Fla. — Highlighted by a Jackie Gleason tv origination from Miami Beach, the Florida Develop- ment Commission has announced that it will tie-in with the Procter & Gamble Co. in a "massive coopera- tive promotional program to bring tourists to Florida this winter." The campaign, dubbed the "lar- gest joint government-business ef- fort ever undertaken in the field of advertising," will include network tv. direct mail and print media. The tie-in with P&G involves a nationwide contest with homes and vacations in Florida among the prizes. Details of the contest will be spelled out on the Gleason show Nov. 7 as well as in other media. P&G is a participating sponsor. P&G will also promote the con- test in its other advertising. Henry ways declared, tion had tape." therefore "ruled the sta- to air the unsponsored On community antenna systems, the FCC chairman pointed out that within a few months the commission will have sufficient data on CATV to determine whether legislation should be proposed. "My guess is that we will propose legislation," he added. Henry pointed out that the com- mission recognizees both pay tv and CATV as desirable supplemental services and has no bias against either of them, but "we have an al- location system" which the FCC is considering expanding for UHF since it is pushing development of UHF. "Pay tv deserves a chance in the market place," Henry added. On multiple ownership of sta- tions, the FCC chairman said: "We are trying to limit in some reason- able fashion the power held by a few. I personally feel that news- paper ownership of stations should be considered because it goes to the heart of the matter." FCC is currently studying the rule of seven which limits station ownerships by groups. Among solu- tions being considered is a new formula based on the percentage of population served. t Florida Citrus Commission Dubs Summer Tv Campaign a Success Fort Meade, Fla. — The business of the Florida Citrus Commission is convincing consumers all over the country that Florida orange juice is second to none. According to James T. Hopkins, advertising and public- ity director, that message reached more than 20 million American homes on an average of two times during a four-week period this sum- mer. Speaking before Fort Meade Ro- tarians, Hopkins said that a pre- liminary study of Nielsen tv figures indicate that the commission's spots on the Olympic trials in a four-week period from mid-July to mid-August "have measured up to all expectations." Declared Hopkins: "During this period, the number of homes reached actually provided us with a total of 112 million commercial im- pressions. This is a particularly fine performance, considering the re- duced summertime budget available for advertising." Hopkins noted that the commis- sion's promotional efforts began in 1935 when it was formed by the legislature and given responsibility for administering all state laws that fall within the Florida citrus code. "At that time, the citrus industry in Florida was enshrouded in dif- ficulty," Hopkins explained. "Price levels were extremely low, there were no grade restrictions, no in- spection requirements, no standard- ization of grade, pack or contain- ers." The commission's advertising and promotion campaigns, Hopkins said are designed "to create demand and preference for Florida citrus, with- out regard to the particular brand of either the Florida shipper or the processor. 22 SPONSOR sponsor IS FOR THE SPONSOR. NO OTHER PUBLICATION IS. October 26, 1964 23 S3PONSOI1 WEEK NAB Calls for Legislative Study of CATY VVa.shin}>ton, I).C. — Urging the Federal Communications Commis- sion to avoid a "piecemeal ap- proach" to the problem of CATV, the National Assn. of Broadcasters last week called for "the evaluation of CATV in terms of the national objectives of broadcasting as set forth by the Congress and the Com- munications Act." In a 12-page statement submitted by NAB general counsel Douglas A. Anello, the organization suggest- ed "a broad legislative fact-finding proceeding which will form the basis for necessary legislative ac- tion." NAB also said that broadcasters should be encouraged rather than discouraged in owning and operat- insz CATV systems. "In the past," the statement pointed out, "the commission has found it in the pub- lic interest from time to time to license a newspaper to operate the only radio or television station in the community which it serves. Similarly, occasions have arisen where the only station in a commun- ity has been sold to the owner of the local newspaper. In both cases, it was because the commission be- lieved that the best interest of the public was served through the com- mon ownership. We believe that often the best interests of the pub- lic would be served by the common ownership of CATV and broadcast properties in the same area." NAB also pointed out that the ownership of CATV systems that do not originate programs raises no conflict with the underlying purpose of the multiple ownership rules. The basis of these rules is the "preven- tion of monopoly of opinion, rather than monopoly in the economic sense." In pursuing its argument in favor of broadcaster involvement, the NAB pointed out that through the broadcaster's knowledge of the pub- lic acceptance of programs, he "can bring program balance to the CATV NAB s Shapiro: Codes Needed for Survival Oklahoma City — NAB continues to press its argument that the radio and tv codes are the answer to stepped-up regulation of the broad- cast industry by the FCC. Taking up the cudgels last week was Mike Shapiro, general manager, WFAA Dallas, and chairman of NAB's tv board of directors. Speaking before a fall conference of NAB, Shapiro declared: "The codes were devised for self-protec- tion, not only from the government but from public criticism which would result from the excesses which would occur if there were no rules." Emphasizing that the codes are necessary for broadcasting's own survival. Shapiro said that adver- tisers must learn to comply. Those advertisers who would rather ignore the codes, he added, "simply must be told that the broadcasting in- dustry has certain rules and regu- lations which must be adhered to if they want to use our medium." Continuing, Shapiro said that the codes are broadcasting s own parti- cular contribution to the preserva- tion of "honesty, decency, personal integrity, and fair dealing." When the codes' regulations are imposed voluntarily, he declared, it is done "not to destroy our freedoms but to preserve them. We should realize that supporting the codes is not a form of weakness or dependency, but actually an exercise in self-reli- ance in the mainstream of the great traditions of this nation." The NAB's tv board chairman pointed to "the opinion of the gen- eral public" as the most powerful sanction broadcasters have. If the public supports the codes, he said, then they will work. If they don't, then the codes are powerless. Shapiro concluded by calling on the industry to use its own media — "the most powerful media in ex- istence today" — to reach the public. offerings — and bring a high standard of technical performance compar- able to that of broadcast transmis- sions." NAB concluded: "To place limitations on broadcasters who might wish to participate in this new industry would not only be dis- criminatory but contrary to the public interest." TvB Exec Cites Television As Major Fashion Influence Boston — Television has re- placed movies as the main vehicle for influencing fashion trends, Howard Abrahams, TvB vice pres- ident in charge of local sales, last week told the 36th annual Boston Conference on Distribution. Pointing out that through the years, the public's taste in fashion was set by such people as Lillian Russell, Clara Bow. Marlene Die- trich. Ginger Rogers, Fred Astaire, Cary Grant and other show busi- ness stars, Abraham labeled them the former "influentials" of fashion. Today's television personalities, he declared, "sell fashions without meaning to do so, and they some- times sell fashions deliberately. Viewers notice what they wear on television and they can see how what they wear helps them to sell." Citing 20 different non-fashion commercials to prove his point, Abrahams declared: "The astound- ing part is that companies and tele- vision shows outside of the fashion field are using fashion to sell their non-fashion products." Turning to the use of tv by the fashion industry itself. Abrahams said that the "trouble with poor fashion promotion on television is that it's as dated as the favorite old-fashioned movie star. Poor tv fashion shows are old-fashioned fashion shows. They're stilted. They copy print technique, ramp shows." Continuing his criticism. Abra- hams said: "They just aren't natural. They aren't believable. And this labels them immediately with yester- day's thinking. They are not tele- vision fashion shows. Thev are fashion shows on television." 24 SPONSOR One gift works many wonders For children, For the handicapped, For distressed families, For the sick, the aged. For our community. For our country. For you. Give the United Way, ers, counsellors— we must join with them; for they are our family. Each year, through the United Way campaign, you can fulfill your responsibility to your family; to yourself. You can renew yourself by giving Please give generously. Space contributed as a pubhc service by this magazine. HOLLYWOOD ADVERTISING CLUB presents the 19C54 IINTERINATIOIVAL BROADCASTIIVG AWARDS The World's Best television and radio advertising will be judged this year in LOS ANGELES, CHICAGO, NEW YORK & MEXICO CITY Any advertiser, agency, producer, broadcaster or individual engaged in production of radio or television advertising may enter the 1964 competition Entry Deadline: DECEMBER 1, 1964 Formal Awards Banquet- February 23, 1965 Hollywood Palladium - Hollywood, California For information and entry rules contact: HOLLYWOOD ADVERTISING CLUB 6362 Hollywood Boulevard, Hollywood 28, California, U.S.A. Telephone: HOIIywood 5-1183 • Cable: HADCIBA 26 SPONSOR PROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVERTISING P&G's piggyback dispute The web of piggyback controversy has caught up with P&G, and very much to the Cin- cinnati giant's puzzlement. It can't understand why any station would reject its commercial — which devotes 40 seconds to plugging Crest and another 20 seconds offering a premium — on piggyback grounds. The stations that have refused to take this commercial on a spot schedule ad- vance this point of view: the premium, a Smokey the Bear doll, calls for not only cartons but cash, and the cash consideration puts the offer in direct competition and on the same level with toy people who advertise dolls. In other words, P&G in the same commercial is selling not only a toothpaste but another product. Right now Howard Bell, NAB Code director, is wrestling with the broad question as to whether premium offers fall within the purview of the code's multiple products amendment. Involved in the issue: Fab and its "wedding white" doll offer. Incidentally, P&G's Crest agency, Benton & Bowles, did not submit the Crest-Smokey the Bear doll commercial to the Code office for review. P. S. : P&G has a firm rule against running one of its spots adjacent to a piggyback. NBC-TV day 98 percent sold NBC-TV daytime has just had its best week of the year. The figures in terms of commercial minutes were these: (1) for October 19-23 from 10 a.m. to 5 p.m. the total minutes for sale were 360, (2) commercial minutes sold came to 352, or 98 percent. The remaining eight minutes were turned over to affiliates for co-oping. It is dubious whether the network will be able to exceed that percentage for the balance of the last quarter — or even the first quarter of 1965. Everyone going to be in daytime during a season is usually on the network roster by the middle of October. NBC-TV meantime is having difficulty finding open spots for sponsors' minutes preempted for the World Series and the recent news breaks out of the Soviet Union and China. P.S.: Don't look for general daytime rate hikes from NBC-TV in the immediate future. There will be, however, some selective raises (such as has already happened twice re- cently with The Doctors). In September the quarter-hour price for The Doctors went from $12,000 to $13,500. Effective December, the package tag on the strip will be $15,000. Sellers want diary probe Is daytime tv being shortchanged by the diary measurement of housewife viewing? A number of researchers with timeselling organizations think it is. Nielsen has taken cognizance of the gripe. It's agreed to take a closer look at its own diary operations, with a view to finding the faults and rectifying them. Nub of spot sellers' critique: (1) young housewives with a brood haven't the time to post all the shows they see in their diaries, (2) lots of housewives, as revealed by field checks, bollix up their records, listing too many or fewer shows or the wrong ones. Sellers' stance: since most of the spot buying is by numbers, the viewer count should be as exact as possible. Y&R reshaping media department A shake-up of sorts is in the making within the media department of Young & Rubicam. Agency top management has in hand the depart- ment's reorganization plan for study and final disposition. The chances are the new setup will become effective by the middle of this week. The plan provides for a realignment of job responsi- bilities and job definitions. The reorganization comes almost on the heels of Joe St. George's transfer from manager of the media department and might be said to be the first reorganization spasm that Y&R media has experienced since the adoption of the all-media buying system seven years ago. Out of the department readjustment may come a different attitude toward the use of the computer as a tool in the media buying proc- ess. In other words, the computer, as far as media is concerned, would be relegated to strictly a book- keeping function, as distinct from decision-making. As a key Y&R executive remarked: 'The com- puter can always be used to add and subtract." Cutbacks precede Colgate year-end Colgate needs some extra dividend money for the fiscal year ending in December and so it's doing what it has done in October over the years: -CONTINUED ON NEXT PAGE October 26, 1964 27 PROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVERTISING cutting back on ad budgets. Evidently, the handi- est to cancel (only two weeks notice is required) is spot tv, and the medium is getting it in spades. After sweeping cancellations of Halo and All- Purpose Ajax schedules, Colgate last week ad- ministered similar treatment to Floor and Wall Ajax. P.S.: The wholesale pull-out that really surprised the medium was P&G's Thrill liquid detergent. P&G's fiscal year dosen't end until March. So the trade assumption is that the prod- uct's having marketing problems. P&G spent $3 to $4 million alone on sampling Thrill. P&G takes a dip into spot radio Eureka! P&G, after an absence of seven or eight years, is back in radio. It's for Crest. Schedules call for 30 spots a week from Nov. 30 through Dec. 10. To give the commercials a testimonial flavor, the copy is to be read by local personalities, preferably attached to a woman's program. The list is limited to a few markets in the East to give P&G a chance to see how radio can be used in connection with other media, notably tv. Out on the West Coast another denti- frice, Macleans (Beecham), is also making its bow in spot radio. Nielsen meter shares rile nets Hottest flap going on among sales and research people at the tv networks is over the validity of Nielsen's revised audimeter sample. Core of the argument, as most emphatically voiced by CBS-TV and somewhat less vociferously by NBC-TV: the Nielsen sample favors ABC-TV which gears its evening schedule to young homes with large families. The new Nielsen sample is so distributed as to allow 34 percent of all the meters in homes that have children under 12 years of age. The latest U.S. Census allocation for this grouping is 27 percent. CBS-TV nighttime programing tends to lean somewhat more strongly than ABC-TV's toward older family appeal, with NBC-TV sort of in the middle of the two. Quipped an ABC-TV sales executive: 'if the opposition's ratings don't come up to snuff, they can now blame the audi- meters." There's no question that the zooming percentage of younger people — about 50 percent of the population is under 25 years — does affect the program thinking of ABC-TV. It, more than any other network, has leaned toward giving the young people their own programs, a la Shindig. The many billions of their buying power aggra- vates the young-appeal pinpointing problem for all networks. How to reach the younger people, without sacrificing the upper age brackets, is a tough nut to crack. The choice in the home will become much simpler with multiple sets — as happened with radio. Compton off spec pitches Compton has had its fill of speculative pre- sentations. It's been burnt twice in a row. First, the $8 million Eastern Airlines account, and now, the $1.5 million Michelob beer account. From now on Compton will refrain from submit- ting a proposed portfolio unless the sought-after account puts up all or part of the expense. The Michelob business went to C.J. LaRoche, which did nothing but an oral pitch. The third finalist in the Michelob contention, Y&R, also reportedly did a speculative presentation. But Y&R had a previous experience which might have encouraged the speculative ploy. That's the way it got East- ern Airlines. P.S.: It may be recalled that in April, 1963, when the ABC-TV account was open, Leonard Goldenson took the view that an agency that prepared an account-bidding presenta- tion ought to be compensated for its efforts. Compton adds $1.5 million Compton's experience in new business-questing has also had its sweet side. Out of Norwich Pharmacal came Norforms and a new product (unnamed) jointly worth about $1 million in billings. On top of that the agency added a Wyler Co. -packaged chicken and noodle soup with bill- ings estimated at around $500,000. Wyler is a division of the Borden Co. Radio: tackle the Media Council Sellers of spot radio may have been overlook- ing a good bet in their strategies to boost the cause of their medium. Direct approaches to ad- vertisers, and to account people with hefty bundles I 28 SPONSOR ' of package-goods money, have their uses. But there's a ready-made setup of considerable in- fluence, to put it mildly, that might be made the number one target for systematic enlightenment of spot radio's updated story. The suggested target is the N.Y. Media Directors Council. The group meets once a month. Therein represented is per- haps 70 percent of total air media billings. They're possibly a key solution to much of the frustration that radio sellers have had to contend with for some time. What these sellers might do is to ar- range for a series of meaty and terse presentations during council meetings. After all, the media director in the upper-rung agency, which consti- tutes the council, does more than just administer media budgets. He's in there at the planning stage. Since he's the expert, his evaluation of respective media at most times is decisive. He may have preconceptions that need adjusting to the times. The pressure on the job often makes listening to a host of stories somewhat inconvenient. Hence the council gatherings offer one way out of the radio sellers' dilemma. Reps appreciate gesture The following incident reflects the kind of buyer-seller relationship that can turn out profitably for the client. Wally Staab, K&E media group head, wrote radio reps that the Lincoln- Mercury buying was being transferred to the agency's Detroit office. He then went on to thank the reps for the fine service they had consistently given the account in New York, and to assure them that Barry Alley and Bob Bafrey, of K&E's Detroit buying staff, are looking forward to con- tinuing the same quality of cooperation. Craftsmen rate commercials It's always enlightening to find out what agency people think of the current product of their fellow craftsmen. Sponsor Scope did a cross-check amongst exceptionally perceptive commercial producers on their reactions to the fall crop of commercials on the tv networks. Singled out for special plaudits were these: (1) the BOAC and Pan Am campaigns focused on place, (2) Tiparillo's boy and girl bit on the train, (3) Harvey's Bristol Cream's reflections in a glass, (4) U.S. Rubber's diverting pitch about snow tires, (5) Eric little cigar's viking approach, (6) American Gas' memorable flame-against-a- black-background, (7) Lucky Strike's astute blending of line drawing with live people. The quizzing also disclosed observations on trends: (a) overuse of the "James Bond" character type, (b) proliferation of the testimonial recitative, (c) deft refinements of the pneumatic, or shock, devices, (d) no let up in the use of the freeze frame. Wanted: more bowl game customers As of now it looks like NBC-TV and ABC-TV affiliates will have plenty of co-spot on post- season bowl games to dispose of to local adver- tisers. Both networks are 40 percent unsold in this side of their football inventory. CBS-TV doesn't have to worry. It's got only the Cotton Bowl and that's a sellout. NBC-TV has eight bowl events, with a package valuation of $3.7 million, with the Rose and Sugar bowls the only two sellouts. ABC- TV's quota is four bowls, with a package price total of $1.1 million. As usual, General Motors' United Motor Service is the top spender in the network bowl parade. Its commercials will be seen on five bowl telecasts. New cracker field contender Hear this. National Biscuit, Sunshine and Keebler. You've got a new competitor — this one a giant in the packaging field. General Mills has gone in for cracker baking and it's about to test market its first entry, a snack tidbit. The test will be conducted in tv markets including Detroit, Syracuse, Utica. The commercials, out of Doyle Dane Bernbach, will have a "Frenchy" flavor. They were made by members of the cast of La Plume de ma Tante, a Paris revue. To B&W: politicals are commercials The issue of triplespotting has reared its head in the political campaign. Brown & Williamson sparked the rearing. The account issued, via Bates, a ukase to this effect: B&W would deem a station as indulging in triplespotting if a political spot were made part of a three-commercial sequence. ■CONTINUED ON NEXT PAGE October 26, 1964 29 1 PROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVERTISING And under such circumstances a B&W commer- cial was to be eliminated. Stations with B&W schedules think the stance unreasonable in light of the fact that the NAB Code has waived the application of time standards to political commer- cials. These broadcasters have interpreted the waiver, evidently, as meaning a political spot was not a commercial in the accepted or traditional sense. Historical note: it was B&W that initially raised the "clutter" torch and fueled much of the advertiser protest which led to more exphcit commercial strictures. Shell Cancels 'CBS Reports' show Shell pulled out of last Wednesday's CBS Re- ports rather than chance another barrage of vio- lent protest mail. Shell had that kind of experience several weeks ago with a Reports documentary called"Humor in Politics." Last week's Reports program covered the bitter contest between Ken- neth Keating and Robert Kennedy for U.S. Sen- ate seat. Explained Shell to Sponsor: if a hum- orous theme caused all that combustion, it can easily be imagined what we'd have to take for being associated with a telecast of two such ex- plosively controversial candidates. This is first network sponsor to cancel out for such cause. Propose computer programing co-op It's no easy task for an agency to get other agencies to come in on a cooperative venture. But that hasn't stopped Compton from inviting several agencies to join it in putting together a computer program that each could draw from as it saw fit. The computer expenses, of course, would be shared. The material fed into the computer for programing would come from the various media measurement services. Tv ideas that didn't quite jell If you've been around the broadcast business for some time, you may recall these among the ambitions and plans that didn't manage to come off: (1) NBC Radio's wired music and informa- tion programs for doctors' and dentists' offices, (2) Miles Wallach's doorbell-ringing coincidental checks on tv viewing and product usage, (3) the traveling bus that would gather tv signals and show what people in the area were viewing at the moment, (4) Eli Landau's strictly film net- work. Should you think of any others mail them in. They'll be posted in a sequel item. Updated comparison: box office vs. tv Did you know that in a single night the audi- ence exposed to the average tv network program is at least double the admissions to the average motion picture over the course of a year? Ac- cording to the research department of the Motion Picture Assn. of America, the average feature film draws 11 to 12 million admissions. The ex- hibition span of the average picture is about a year. The average viewers reached by a network program, per showing, last season ranged be- tween 22 and 25 million. Incidentally, Beverly Hillbillies at its peak appeal chalked up an aver- age of 21,500,000 homes, which, translated to the average number of viewers per program, comes out to 52 million persons. Reps eye college grads as trainees Don't be surprised to hear one of these days that major station reps are standing in the same line with GE, IBM and other giant corporations for the recruiting of college grads as trainees. Some of the rep firms think they've reached the stage where they ought to look for promising prospects other than at ad agencies, or merely raiding the ranks of some other rep. All such college-beamed reps would need, of course, is find somebody in their organizations who could be spared to do the scouting. The mounting pres- sure of business, servicing and station contacting makes this a long shot. Then again there's this fly in the ointment: what's to prevent a competi- tive rep firm from luring away the trainee after he's made it? Over in the agency field the trainee program has berome a rarity. Agencies have found it cheaper to raid other shops than to support their own trainee program, especially for media. The media trainee, after he clicks, can be the object of three-way bidding interest outside his own de- partment: (1) another agency, (2) a rep looking for salesmen, (3) account section in his agency. 30 SPONSOR ^4- SMpI ^ W' '^^gy-:^: i //> new5 has iti^ been rndcte ^ x*^j <»*H :i. *^**^f«- (s^;^^'!.-?' ^' ' ^^5^"= f O P.M. is pr^tem 9FICI > . I ■^ 7:00: pL M./'iliiil^s Sj T\ mt9Mttp ti €■% z^OMAT tOi i^^i 598 4 JOHN CONDON ^. ftCB MKVftltftr ■ ■■•■II aiNc 1958 ' ?- 'R I : I Tv credits for AmExCo's ■ This isn't a success story — yet. Meanwhile, it does tell why an important advertiser who's had long, valuable success with other media is now undertaking its first tv campaign — and that on one station only. The sponsor: American Express. The station: KNXT Los Angeles. And in marketing terms, the combination adds up to good sales sense. American Express Co. (Am- ExCo) had been using a media mix of direct mail, magazines and most- ly radio ("good-music" program- ing in 25 markets, including Los Angeles) to promote its Credit Card Division. Looking for an additional medium, their interest was automat- ically drawn to those offered by Los Angeles — and for several very good reasons: "We're constantly growing," says Kenneth O'Brien, advertising man- ger of the division, "and Los An- geles is one of the most important markets we have." KNXT director Brad Aaronson discusses the angle of an American Express commercial shot with producer Bert Leonard, copywriter Roy McKechnie, of Ogiivy, Benson & Mather. The city is, indeed, important to this company which specializes in travel-related products and services. For one thing, Los Angeles is the western terminus of the great trans- continental "Travel Triangle" and, as such, is the hub of enormous transportation activity. "We feel there's a great deal of untapped business there," O'Brien explains. "It's the market with the greatest potential — and in the most concentrated area." Its name notwithstanding, the City of the Angels has another cur- rent importance: It's the arena of some pretty devilish credit-card competition just now. Carte Blanche, the Hilton Corp.'s credit card, generally ranked third in the field, was started in California and naturally still enjoys great strength and prestige there. And Diner's Club, which vies with the Ameri- can Express card for first place na- tionally, traditionally concentrating its selling efforts on both coasts, east and west, thus realizes a good brisk business in Los Angeles. "On a nation-wide basis," O'Brien says, "We're a bit ahead of the Diner's Club, both in num- bers and in charge-volume." He admits, however, that in Los An- SPONSOR usses credit card aurirHg the nightly 11 p.m. news show, part of pack- age targeted at young executives on their way upv World map in background is soft- key suggestion of American Express* global SI M credit cards As part of its advertising 'case history' in the making, travel company gives 'whys' behind its first tv campaign geles "we're probably a little bit behind, but we're growing." The company's use of advertis- ing is helping turn the trick. One problem in selecting media was finding the right vehicle for telling the AmExCo credit card story. The company felt it had too much to say to limit itself to the short emphatic statements that prove most effective on billboards, for example. "What we offer," the friendly and articulate advertising manager con- tinues, "is a service. There's no tan- gible product — apart from the celluloid card, itself — and so we need to be able to tell our whole story." It's a commercial story well worth telling. "First," Ad Manager O'Brien says, "we wanted to feature the usage you can get from our credit cards in the California area." This suggested 60-second tv dem- onstrations of credit services in res- taurants, hotels, shops. (Note, in ac- tual fact, 15 commercials were scheduled to be made by KNXT, three for rotation on a daily 1 1 p.m. news report and three each for four special half-hour shows.) "Second," the client executive continues, "we've just made a great breakthrough in airlines service and there's another whole story in that." The company's "Sign-and-Fly" plan offers extended payments of three, six or nine months to air travelers. American Express has just contract- ed for such credit service with American, Pan Am and Eastern airlines, has also signed with Delta and Braniff and, earlier, with Con- tinental and Western. Key to the plan is that the traveler has no credit forms to fill out, in keeping with the well-known American Ex- press motto, "Unquestioned Cred- it." "And," O'Brien adds, "it incor- porates the lowest interest rates ever offered in the travel market." Since the "Sign-and-Fly" plan is being sold to vacationers as well as business travelers, tv again seemed a good medium for zero- ing in on the dual-target. Thus, the tv audience and its demographic composition became another critical factor in the Los Angeles buy. The sponsor feels its real business potential lies among youthful executives who earn $9000 a year or more, who are usually col- lege alumni and young-marrieds with growing children, home-own- ers who're likely to travel, etc. — the typical but elusive Mr. Up-and- Coming. Since Los Angeles is the second largest U.S. market, very likely the fastest-growing one and a strong corporative magnet for young, new businesses, O'Brien's earlier words echo with meaning: "It's the mar- ket with our greatest potential — and in the most concentrated area." Important to note, however, is another fact: The Credit Card Di- vision is a newcomer to television. As O'Brien explains, the Travelers Checks Division had bought some spot a few years ago, and the over- all corporation had been in on one- shot coverage of the Master's Golf Tourney (in which credit cards were mentioned). "But," he clari- fies, "this is our first tv campaign." Invited by AmExCo's agency, Ogilvy, Benson & Mather, to state its case for an L.A. buy, CBS Tele- vision Stations mustered Ray Bein- dorf, KNXT general sales manager, on the West Coast and Bob Cole, national sales account executive, on the East. Their job, of course, was to establish the importance of tv in Los Angeles in general and, specifi- cally, of the CBS-owned KNXT. Their presentation, keyed to American Express needs for a mass October 26, 1964 49 medium with a selective audience, combed subjects like these: ( 1 ) Why the most effective me- dium for reach in Los Angeles is television. (2) A station-by-station cover- age study of Los Angeles tv. (3) The "three-market" aspect of reaching Santa Barbara, San Bernar- dino-Riverside, as vi'ell as Los An- geles. (4) Los Angeles' 12 AM, 17 FM radio stations. (5) Metropolitan newspapers vs. the many suburban dailies and how they tend to disperse reader impressions. (6) A quintile study of market penetration — i.e., how best to reach the better-educated, higher- income audience. (7) An audience study showing how a station, like a newspaper, has a specific image. (8) KNXT public affairs pro- graming. (9) KNXT special events pro- graming. (10) Video tapes of specific tv programs. What the presentation tried to do, in brief, was shoot down opposi- tion, then establish KNXT claims to precedence. Since AmExCo has had extensive newspaper ex- posure and since its agency speci- fically requested "coverage facts" about Los Angeles newspapers, that print medium was, of course, a ma- jor target. In opposition, KNXT's proposal was a prestige package based on public affairs programing. Says Beindorf, as the station's general sales manager, "We came up with a package that was de- signed to fill a si>ecial need for a special kind of advertiser. And we proposed delivery of a specialized kind of audience. Fewer but more appropriate jjeople could be reached on the news-oriented package we offered." "The purpose of the package is two-fold," Bob Cole, account execu- tive, national sales, CBS Television Stations Div., said at the time of the Since target audience, essentially the man in the gray flannel suit, may spend only limited time with tv, package includes four specials like this variety show featuring good talent. Director Aaronson works out restaurant credit demonstration with "waiter." Watching (from left) are Bob Cole, CBS account executive, Ray Beindorf and John Condon of KNXT. sale: "First, as an aid to greater acceptance by commercial estab- lishments of the card" and, second, to increase the number of AmEx- Co card-users. The client's advertising man- ager affirms his statement that the primary goal is to increase card sales, then to increase card usage. The client, through its agency, gave the go-ahead and signed for six months (26 weeks) starting June 15. The prestige package in- cludes a nightly 1 1 p.m. news pro- gram with locally produced com- mercials delivered by KNXT's John Condon as AmExCo's spokes- man. Plans called for utilizing the same musical logo that has been adding impact to AmExCo's radio commercials in 25 markets. In addition, the package includes four half-hour "specials," also pro- duced by KNXT. Two have al- ready been given, another is sched- uled for November and one for De- cember — a profile of either George Murphy or Pierre Salinger, which- ever wins the hotly disputed Cali- fornia senatorial race. This is a good example of the special interest kind of program that is designed to attract the tv at- tention of the potential AmExCo credit-card user — i.e., the young executive on his way up who may spend as little as one hour a week watching tv. Subject matter of the other three specials: a musical sa- lute to composer Rudolph Friml, and two variety shows with new mu- sical talent from the West Coast. Cautious about citing the exact cost of the prestige package (which is likely in the $60,000-70,000 cate- gory), ad manager O'Brien will say only that both radio and tv expen- ditures for the Credit Card Div. to- tal "several hundred thousand dol- lars a year — mostly for radio." With correct reserve, he says it's still too early to evaluate the suc- cess of his division's first venture into television. From the responses of member establishments, however, "we know it's being well received." Even if the formal summing up won't occur until the 26-week stand has been completed in January, O'Brien adds a further clue to the probable outcome by noting that so far "television has worked out beautifully" and that "we're very happy with our card sales out there." ♦ 50 SPONSOR THKm CHikisroxisra scsisrs TV CAMPAIGN SLATED Tv Widens Base for Consumer Finance TvB's third major speaking en- gagement this month on the tele- vision activity of the nation's finan- cial fraternity was fulfilled by Nor- man E. Cash, TvB president in an address before the annual conven- tion of the National Consumer Fin- ance Assn. at the Fontainbleu Hotel in Miami Beach. Cash said that consumer finance companies and the airlines industry have a similar problem: both must broaden their customer base. He said "airlines found that most of their travelers were upper income businessmen, and they realize that they must reach and sell more mid- dle income families on the values of air travel. They are doing this now by stepping up their television advertising. The problem for con- sumer finance companies," he said, "is that they get the majority of their customers from lower income groups, and they, too, must broaden their customer base by appealing to the same middle income families." Tv 'Whimsies' Produced By Philip Morris Inc. The only humorous tv commer- cials in the tobacco industry current- ly are being shown by Philip Morris Inc. A series of four films which Philip Morris calls "whimsies," are being used to promote Philip Morris Mul- tifilter cigarettes on the CBS-TV network. Two of the films were produced by Audio Productions and two were made by Wylde Studios. Leo Bur- nett Co., advertising agency for Philip Morris Multifilter, created the series. STEREO, TWO-SCREEN, COLOR PRESENTATION Some 200 clients and agency people saw a new, stereo-sound, two-screen, color presentation by WBBM Chicago, introduced recently during five-day screenings in New York and also sched- uled for Philadelphia, Detroit, Los Angeles, San Francisco, Minneapolis and, of course, Chicago. Shown at the New York debut are (from I): Hal Fredericks, WBBM national sales manager; Jack Bivans, sales manager; Maurie Webster, vice president-general manager, CBS radio spot sales; Frank Marshall, associate media supervisor at William Esty and George Kluhsmeier, media supervisor of the same agency. This scene from a television commercial pro- duced for American Character, Inc., New York toy and doll manufacturer, by Helitzer, Waring duced for American Chaarcter, Inc., New York, shows a young model playing in-the-round with a new Tressy accessory, a beauty salon which is assembled by the youngster. It includes such features as hair dryers for Tressy, the only doll in the world with hair that "grows," manicure tables and washing sinks. Humble Oil's Tiger To Enter Election Campaign Humble OH & Refining Co.'s tiger has left his tank to enter this year's presidential campaign. The friendly beast, hero of Hum- ble's current "Put a Tiger in Your Tank" advertising campaign, ap- pears as the principal figure in a series of public affairs posters for use on employee bulletin boards in company offices throughout the country. Humble's campaign tiger ex- presses no political preference. He merely urges company employees to exercise their political rights. Williams Named WABC Radio Sales Manager Walter A. Schwartz, vice presi- dent and general manager of WABC Radio, has announced the appoint- ment of George H. Williams to the position of WABC general sales manager. Williams comes to WABC from KDKA Pittsburgh where he has been sales manager. Merchandising Director Announces Resignation Elliott Goldwag, director of mer- chandising and new product devel- opment of Helene Curtis Industries, has announced his resignation for personal reasons. October 26, 1964 51 the: CHAwaxisTG sckistb Film Production Company Establishes New Offices Formation of Channel Film Pro- duction. Inc., has been announced by Henry G. Plitt, president of the new production organization. Plitt also heads ABC Fihns, Inc., part- ners in the new venture with Hal Seeger, head of Hal Seeger Produc- tions of New York. Channel Film is located at 48 West 48th St., New York and offers a full range of creative and produc- tion facilities. Officers of the new company are Plitt, president; Harold J. Klein and Raymond C. Fox as vice-presidents; Beverly Seeger, sec- retary and Hal Seeger, treasurer. Both Klein and Fox are vice-presi- dents of ABC Films, which is head- quartered at 1501 Broadway. Sara Lee Distributes New Product Line The kitchens of Sara Lee an- nounces the national distribution of a completely new line of products: all butter dinner rolls, fully baked and frozen fresh from the oven. Five varieties of rolls are offered. combining favorites of Europe and America. Advertising support for the roll introduction will begin Nov. 16. Sara Lee plans to concentrate on na- tional television, women's maga- zines and local newspaper and radio advertising. Network evening shows on tele- vision include: The Man from U. N. C. L. E., Wednesday Nii^'ht at the Movies, The Viri>inian, Jack Paar, Andy Williams, and That Was The Week That Was. The daytime net- work television shows include: Fa- ther Knows Best, Tennessee Ernie Ford, Trail Master, Queen for a Day, General Hospital and others. Holiday Ad Program Set By Shaeffer Pen The W. A. Sheaffer Pen Co. of Fort Madison, la. launches its most comprehensive fall and holiday sea- son advertising program. From now through mid-Decem- ber, full-page insertions will appear on an average of two a week in seven leading national magazines. The print campaign will be aug- mented in December by a three- week spot television schedule in 38 major markets. The spot tv campaign will con- centrate on Sheaffer's popular price SCOOTER COMEBACK The scene above is from the filming of new Burry Biscuit "Scooter Pie" commercial set for high-frequency spot airing over Eastern channels during September, later on the West Coast. Film was originated by Burry's advertising agency, Weightman, Inc., of Philadelphia and produced under the direc- tion of Harold Lipman, Audio Productions, Inc., New York. writing instruments. This merchan- dise will also be featured in pre- holiday advertising in selected youth publications. Gardner Advertising is the pen firm's agency. 'giiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiimiiiiiiiiinimiiiniiniiniiiniininiiiiiiiiiiniiniiniiiiiiiiiiiiiiiiiiinnniiiiiiiniiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ I RADIO STATION MARKS ANNIVERSARY I THE § WCCO Radio general manager Larry Haeg blows out the candle on the birthday § cake at the Ad Club-Rotary luncheon on the station's 40:h anniversary. Look'ng on i are, left. Ad Club president Tom Kilbride, who is executive vice president of Knox I Reeves, Inc., and James Seward, executive vice president of the CBS Radio Network. Iiiiiiiiiuuiiiuiiiiiiiiiiiiiiiuuuiuiiiiiuiiuinuuuuiuiiuiiiiiiiiiuiiiiuiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiim Station Sales Radio station KGBC Galveston, Texas has been sold by the Galves- ton Broadcasting Co. The buyers are Harbor Broadcasting Co. whose officers are: E. B. Taylor, president; Senator A. R. Schwartz, vice-presi- dent; Edward J. Walsh, Jr., secre- tary and Pete S. Miller, treasurer. The sale was transacted by Hamil- ton-Landis & Associates, Inc., na- tionwide media brokers. KBUZ Phoenix, Arizona is now owned by Retherford Broadcasting Co. The station is now wholly Phoe- nix owned and operated and will continue with the same fine music format. KGEE Bakersfield, Calif, has purchased KOXR, the first FM sta- tion in Bakersfield. The call letters are now KGEE-FM. Radio station KDON Salinas- Monterey, Calif, has sold to Shel- don Sackett who presently owns station KOOS Coos Bay. Ore. and the Coos Bay World newspaper. 52 SPONSOR More Syndication Sales Wolper Television Sales, Inc. has added six more stations to its sales list for A Thousand Days, — a Trib- ute to John F. Kennedy. New sta- tion purchasers are WNEW-TV New York City, KTTV Los Angel- es; WTTG Washington, D.C. WHDH-TV Atlanta, Ga. and KSHO-TV Las Vegas, Nev. Portugal has become the 28th country outside the United States I to purchase broadcasts from the j CBS Reports series. Radiotelevisao Portuguesa, Lisbon, ordered five programs from the award-winning ! documentary series: Beyond the 1 Wall, Showdown in the Congo, Sabotage in South Africa and The Harlem Temper. Sales of Seven Art's Films of the 50's and other products contin- ued at a strong sales pace during the past week. Volume 9 (215 Univer- sal post-'50 features) was sold to three more stations, WSAU-TV Wausau, Wis. acquired volumes 4, 5, 7, 8 and 9. WOW-TV Omaha, Neb. signed for volumes 7. 8 and 9. Sales were also reported for volumes 2, 7, special features, A Cliristmas Carol, Boston Symphony and En France. Pro Football Special, United Artists Television's new first-run television series starring Allie Sher- man, head coach of the New York Giants, and the popular tv person- ality. Bill Cullen as host, plus a panel of National Football League greats, first announced for syndica- tion this past summer, has compiled sales in 50 markets with its initial September release date, reports UA- TV's M. J. (Bud) Rifkin, executive vice president, sales. Robert Lapthorne, managing di- rector of Fremantle International (Australia) Pty, Ltd. has sold six series to the New Zealand Broad- casting Service. The series, totalling 353 episodes are Big Moment In Sport, This Funny World, Training You to Train Your Dog, Small Films, Let's Sing Out and Stamps with a Story. In addition, the NZBS has purchased the Davis Cup Matches, World Series of Golf and Southern 500 — 1962 & 1963. NBC Films reports record sales for 1964 with over ILOOO hours already sold. Sales in the third quar- ter alone exceeded 3,500 hours, and include the sale of 18 programs to 64 stations. Four Star distribution continued its record breaking sales pace for the year by reporting a total of 34 sales during the normally slow month of September. The September sales included 19 in off-network shows, nine sales of the Spectacular Show- case feature film package and six sales of the firm's two documentary shows. With eleven licensing agreements signed within the past three weeks, sales have continued at a rapid pace for Screen Gem's Decision: The Conflicts of Harry S. Truman. This brings the total number of markets which have purchased the series to 51. Sales continue at a record break- ing pace for Woroner Productions of Miami Florida. Sixteen stations have purchased The First Christ- mas and two, July 4, 1776. Stanley Dudelson, American In- ternational Television's vice presi- dent in charge of distribution, an- nounced that since the company's formation, five months ago, 80 fea- tures, comprising three different packages, epiColor '64, Amazing '65 and epiColor '65 have been sold to over 70 markets nationwide. '^9 bu. '^'S^ economy-size ^0° .^^ Son '^°^tlandand34surroun^^^ KOl,^ ''^ Washington ^^''''^f^^^so^ rnarket spends $^2 \e- ever :i.h ^ s"'^ "Too^ '"^rKet spenub -^- ^j^gie ^^io ^"^'■y year-all yours with a ,^r ^ns' '''^"t you're a salt-se"^ 3,1 • ^ Macaroni or soup or ce tiQn. ^ one st3- -- suage the doubts of beer drinkers that bottled beer can taste like beer drawn from a tap. The research and advertising plans were prepared for the brewery by J. M. Korn & Son, Philadelphia, advertising and public relations agency. |iiiiiiiiiiiiiitiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiini^ I BUYERS GO NIGHT-CLUBBING AT NOON I i Radio station WNEW New York decided that its three-and-a-half-year-old series of | g periodic live/tape "Music Spectaculars" would draw top interest for the station 9 1 from top timebuyers — if they could see one in action. To sell its image as a | 1 top-flight music-and-news station, WNEW elected to stage one of its "Music Spec- | g taculars" for an invited group of some 75 timebuyers and key broadcast admen at | I Basin Street East. Star of the show: Connie Francis, MGM Records artist. Pictured | 1 are J. Walter Thompson's Ron Orathwohl (I) and Gerry Golden (r), part of the group f g hosted by station's John V. B. Sullivan, vice president and general manager. i iiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiim^ Field Communications Plans UHF-TV Operation Field Communications Corp. an- nounced plans to go on the air with an ultra high frequency television station in Chicago with a million watts of power in 1965. This information was revealed by Marshall Field, president of Field Communications Corp., when an application for a revision in the construction permit for ultra high frequency television station 32 was filed with the Federal Communica- tions Commission. Five other companies represent- ed in the joint venture for channel 32 are: H & E Television Inc., (Harry and Elmer Balaban), Irwill Inc., Schefco Inc., Willand Corp. and Froelich and Friedland Inc. Schrafft Corp. Markets New Peanut Butter Cup A new ten cent Goldie Peanut Butter Cup is available from Schrafft's in an elegantly foil- wrapped twin pack. The wrapper also details the 54 SPONSOR jGoldie Rush Sweepstakes in which 1001 prizes will be awarded free each month for an entire year. I Goldie advertising stressing the (newness of the product, as well as the Sweepstakes, commences this month on NBC Television Network. The filmed commercial which fea- tures a Dixieland jingle will also be used in spot television throughout New England, New York, Pennsyl- vania, Maryland and the District of Columbia. Sports Programs, Inc. Buys Five Auto Races Triangle Stations has sold 1965 auto racing specials to Sports Pro- grams, Inc., an ABC subsidiary, for telecast on the ABC Network series Wide World of Sports. Triangle has radio and television rights to eight of the world's top racing events, and is currently re- leasing for syndication a series of color film specials on the 1964 run- ning of these sports classics. They include Nassau, Sebring, Bridge- hampton, Darlington, Watkins Glen, Langhorne and Riverside. I At the same time, Clyde Spitzner, general sales manager for the sta- tion group, has confirmed the pur- chase of eight 1964 auto races by WABC-TV in New York. That con- tract also includes two other Tri- I angle specials. The New Hope Auto \Show, and Podrecca Piccoli Theatre, - pointed national representative for KBTR Denver, Colo. October 26, 1964 55 THS CHAlSTGINrO SCEN^E Aunt Jane's Renews 'Arthur Godfrey Time' Aunt Jane's Foods, Inc., Dear- born, Mich., a division of the Borden Co., has renewed advertisements of its pickles on Arthur Godfrey Time on the CBS Radio network for 26 weeks beginning Oct. 6. The company has been a strong regional advertiser for many years. Network radio became a major fac- tor in a stepped-up national adver- tising program Jan. 7, 1964, when Aunt Jane's began its participation in the Godfrey show. The agency for Aunt Jane's Foods is Zimmer, Keller & Calvert, Inc., Detroit. Harshe-Rotman & Druck Acquires Barnet and Reef The national public relations firm of Harshe-Rotman & Druck, Inc. has announced the acquisition of Barnet and Reef Associates, Inc., world-wide marketing and public relations organization. Sylvan M. Barnet Jr., president and Arthur Reef, executive vice president, will become senior exe- cutives of Harshe-Rotman & Druck, directing its newly established Bar- net and Reef International Div. With the acquisition of Barnet and Reef, Harshe-Rotman & Druck includes the capabilities of 300 people in 39 affiliated firms in as many foreign countries through PR International, a network represented by Barnet and Reef in the United States. Bankers Life Renews 'Paul Harvey News' Bankers Life and Casualty Co. has renewed its sponsorship of ABC Radio's Paul Harvey News program for the 1 1th consecutive year. Bankers, represented by Marshall John & Associates, is fully sponsor- ing Paul Harvey's Monday-Wednes- day-Friday 8:55 a.m. (EDT) news- casts as well as participations in his Monday through Saturday noon 15- minute commentary. View-Master Books Television Campaign Sawyer's, Inc., Portland, Ore., manufacturer of View-Master stereo picture products, has embarked on a 14-week television campaign, using CHERRY KIJAFA EXPANDS TV SCHEDULE 1 cherry Kijafa, the imported Danish cherry wine, has had such success with its | M television advertising that it is now expanding its schedule with up to 26 spots per g 1 week in New York, Chicago, Los Angeles, Boston and Philadelphia. The new | = schedule, which began Oct. 19, beams the Cherry Kijafa message to over 10 p S million homes. The tv program was launched by a new 60-second spot with y H versatile actor Ken Harvey playing three of the five roles, including that of an i 1 aging grandmother. 1 -illlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllNIIIIIIIIIIIIIIIIIIIIIIIIINIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII^ all three major networks, plus full- page and half-page four-color ads in nationally circulated consumer magazines. Seventeen network programs are slated to carry View-Master spots, including Mayor of the Town, Hec- tor Heathcote, Ruff 'n Ready, Fury, Dennis the Menace and Captain Kangaroo. Spots on the latter show will be live, narrated by the popular Mr. Greenjeans. Other programs carrying spots are Discovery, Alvin, Jetsons,. I Love Lucy, Andy Griffith, Real McCoys, Morning News, Traihnuster, Lassie, World War I and Rawhide. The campaign was created and coordinated by Sawyer's Portland advertising agency. Cole & Weber, Inc. Chrysler Corp. Sponsors NCAA Football Telecasts The Chrysler Corp. is sponsor- ing on NBC-TV the broadcast of a weekly NCCA (National Collegiate Athletic Assn.) football game be- tween top college teams in the country. In addition, Chrysler is also sponsoring regional clashes between other NCAA elevens. In order to make information on these games easily available to sports fans, Chrysler Corp. has com- piled a Football Almanac that may be picked up at Chrysler-Plymouth and Dodge dealers. It contains the line-ups with identifying numbers and vital playing data concerning each NCAA participating team. Miller Brewing Promotion Captures Festive Spirit A sparkling new promotion de- signed to capture the festive spirit of the holiday season has been launched by the Miller Brewing Co. Sixty-second Miller High Life commercials will be seen on ABC- TV's Jimmy Dean Show, 12 O'clock High and the Bob Young News program. Color spots will be placed on NBC-TV's Andy Wil- liams/J ohnathan Winters Specials and also Wednesday Night at the Movies. The network radio effort consists of sixty-second commer- cials on NBC's Monitor, sponsor- ship of several Mutual newscasts and participation in ABC's Alex Dreier News program. 56 SPONSOR \NPTR SPONSORS NFL 'erry S. Samuels, vice president and general nanager of WPTR Radio Albany/Schenectady/ Troy, New York, has signed a contract to co- ;ponsor the National Fooball League telecasts jp WTEN-TV. This marks the first time that i Capital district non-felevision affiliated radio station has purchased television time. WPTR /vill be co-sponsoring 15 NFL regular games ind three pre-season games. Of! Schmidt Brewing Buys * Lena Home Special Independent Television Corp. has Tiade its first sale on its Lena Home ine-hour musical special it has just nade available for regional sponsor- ^hip. The buyer is C. Schmidt Brewing ?o. through its agency. Ted Bates & Co. for 15 markets: Philadelphia, Baltimore, Washington, D.C., Pitts- burgh, Cleveland, Buffalo, Hartford, New Haven, Scranton, Lancaster, '. jJohnstown, Altoona, Clarksburg, Bangor and Portland, Me. Special guest star is James Mason making his tv debut as a singer. |Jack Parnell's orchestra will provide the musical background. Geyer Morey Ballard Opens New Office Geyer, Morey, Ballard, Inc. plans to open a fully-staffed San Fran- cisco office, according to announce- ment made by Richard J. Farricker, president. The New York headquartered ad- ivertising agency already has offices 'in Los Angeles and Portland and major divisions centered in Chicago, Dayton, Detroit, Racine and Om- aha. Among principal accounts to be serviced immediately from the San Francisco operation will be Dist- mark, whose Slip-o-way, a non-stick coating for pots, pans and other kitchen utensils, has been a recent sales phenomenon in the California area. Also to be serviced by the new office is a burgeoning chain of res- taurants, Sharkey's, Inc. Another major account to be ser- viced completely from San Francis- co will be Hegglade-Marguleas, Inc., an important produce concern. Betty Crocker Adds New Dessert Mix Betty Crocker's newest addition to the dessert mix market is Choco- late Parfait Angel Food and Choco- late Parfait Fluffy Frosting Mix — introduced nationally this month. Advertising for the two new mixes will include four-color ads in the late November issues of "This Week" and "Parade" and in local Sunday supplements. Television ad- vertising includes a heavy daytime network schedule on NBC and CBS news programs. Additional day and night spot advertising will be run in concentrated areas. The advertising agency is Need- ham, Louis & Brorby. The angel food and frosting mix packages were designed by Lippincott & Margui- lies. Inc. Crush To Introduce European Lemon Drink Cnish International, Inc., Evan- ston. III, will introduce Gini of Eu- rope, an established European bitter- lemon drink, to American bottlers at the American Bottlers of Car- bonated Beverages (ABCB) Con- vention in Chicago, Nov. 9-12. Spot television and radio, news- paper and outdoor advertising, plus point-of purchase visual selling aids are being prepared for the market- by-market consumer introduction. The advertising theme will be "Gini of Europe — The Wild Bitter-Lemon Drink with the Dare-Devil Taste." Redmond & Marcus, Inc. Changes Company Name Redmond & Marcus, Inc., New York advertising agency, has chang- ed the company name to Redmond, Marcus & Shure, Inc. Don Shure, who joined the agency as a principal last month, assumes the title of vice president and as- sociate creative director. He was formerly vice president and execu- tive art director of McCann-Erick- son Inc. Agency Appointments Sccman Brothers, Inc., has con- solidated its advertising accounts with a new agency, Doherty, Clif- ford, Steers & Shenfield, Inc. The billings, estimated at $1 million an- nually, will include all of the brand names of the company and its sub- sidiaries, Seabrook Farms Co. and Francis H. Leggett & Co. The com- pany's two previous agencies were Al Paul Lefton Co., Inc. and Kastor Hilton Chesley Clifford & Ather- ton. Weinberg Advertising Co., Los Angeles, named agency for Bene- ficial Standard Life Insurance Co. of Los Angeles . . .Bofinger-Kaplin Advertising Inc., Glenside, Pa., ap- pointed to handle advertising for S. Lundy's Sons, Philadelphia. The agency has also been named to han- dle advertising for Reading Avia- tion Service, Reading, Pa. Knox Reeves Advertising ap- pointed by International Minerals and Chemical Corp., Skokie, 111. as agency for its corporate advertising program. McCann-Erickson (Canada) Ltd. assigned six products of Nabisco Foods Div. of Nabisco Ltd. of Toronto, Canada, effective Dec. 1. S. E. Zubrow Co., Philadelphia, Pa. appointed advertising agency and marketing counsel for Golden- Dipt-Meletio Corp. Ridgway Advertising Agency, St. Louis, named to handle adver- tising for Keystone Laboratories' Bleach & Glow cream, effective Jan. 1, 1965. J. Walter Thompson Co. ap- pointed advertising agency for the Burry Biscuit Div. of The Quaker Oats Co., Elizabeth. N. J. Dawson, Turner & Jenkins, Inc., Portland, Ore. named U. S. adver- tising and publicity agency for Garuda Idonesian Airways. Gordon & Weiss, Inc. appointed advertising agency for Elizabeth Arden Sales Corp.'s "Arden For Men" preparations. Ted Barkus Co. of Philadelphia has been appointed advertising agency for the Bulova Jewelers of New York and Northern New Jer- sey. Intergard, the international divi- sion of Gardner Advertising Co., appointed to handle international advertising for Brown-Forman Dis- tillers Corp.'s Old Forester straight Kentucky Bourbon. October 26, 1964 57 SPONSOR SPOTLIGHT ADVERTISERS Kdvvard F. Rohlin, Francis L. Smawley, Earle C. Albrijjhf, James McCowan, John Sopsick, Fdwin C. Snyder, Jerome H. Boknevitz and Robert Teese named planning man- ager, advertising and merchandising manager, national advertising man- ager, regional advertising manager, central area advertising manager, sales promotion manager, eastern area advertising manager and west- ern area advertising manager, re- spectively, for the Jos. Schlitz Brew- ing Co. Donald W. Coffman appointed sales representative of Tire Yam Sales, American Viscose Div., FMC Corp. He will work out of the Ak- ron, Ohio sales office, and will con- centrate on the industrial and me- chanical rubber goods fields under the direction of Chester R. Dood, assistant manager. James F. Scanlon appointed prod- uct manager of the Glenbrook Laboratories Div., Sterling Drug Inc. J. Robert McMenamin appointed director of advertising for United States Rubber Co. William Suitt appointed vice pres- ident and assistant to the president of the Gumbinner-North Co., Inc., New York. Carl L. Bixby, Jr., joined Ray- theon Co. as marketing manager for the firm's Radarange operation. He will be responsible for all facets of marketing the company's electronic ovens. Paul E. Thomas appointed man- ager of "Teflon" finishes sales in the company's industrial finishes section of E. I. du Pont de Nemours & Co. Frank E. Fulton appointed sales manager for Southern Packing Co. He was formerly with the Crosse and Blackwell Co. and Cantrell and Cochrane. John B, Metzinger, J. A. Carol- la and Gene T. Osborn named plant manager at the Oakland, Calif, bat- tery plant, plant manager at the Vincennes, Ind., battery plant and plant manager at the Reading, Pa., battery plant of The Prestolite Co. Dan T. Buist becomes general manager of Purex's International Group effective Dec. 1, 1964. Robert A. Eisentrout appointed director of advertising for the B. F. Goodrich Co., Akron, Ohio. James A. Roberts named super- intendent of the fabricating division of the Fibers Technical Dept., American Viscose Div., FMC Corp. Gilbert Vilarreal appointed zone manager in the southwestern divi- sion of Dr. Pepper Co., Dallas, Texas. John W. Grant promoted to mar- keting manager for the Institutional Food Service Div. of General Foods Corp. Marvin Joyner and Charles Con- turba named general manager and sales manager, Chicago office, re- spectively for the Whirlpool Corp., Benton Harbor, Mich. Jack Pentz Eugene Sullivar Jack B. Pentz and Eugene J. Sulli- van appointed president of Borden's Milk & Ice Cream Co. and the Bor- den Chemical Co., respectively. Al Katz named group vice pres' ident in charge of marketing foi- Maradel Products, Inc. John T. Macken appointed man- ager of special products and dealer training for Zenith Hearing Aid Sales Corp. Walter R. Olmstead named presi- dent of the Borden Foods Co., a di-' vision of the Borden Co. AGENCIES Roger A. Bachman joins Daw-' son, Turner & Jenkins Advertising Portland, Ore. He will be involved' in both account service and crea- tive activities. Richard Gilmartin and William' E. Hooper joined the staff of the' Washington area office of Palmer, Willson & Worden, Inc. as account group supervisors. Hans L. (Lefty) Stem appointed manager of the Seattle office of; Guild Bascom & Bonfigli, Inc., Ad- vertising. : Sharon Kaye Shutty joined D. P. Brother & Co., Detroit, Mich, as a radio and television writer. William SuiH Marvin Joyner 4ti Charles Conturba Hans Stern Sharon Shotty SPONSOR V^artln Rifkin Paul LeneH James Everhart Michael Faherty James Burgess Cy Smith Martin C. Rifkin joined Helitzer, A'aring & Wayne, Inc. advertising ,igency as vice president in charge )f operations. Paul Lenett joined Doherty, Clif- ord, Steers & Shenfield as account iupervisor. James B. Winston, Jr. promoted 0 account executive at Needham, ^ouis and Brorby, Inc., Chicago vhile Jack Harris joined the agency is copywriter. 1 Paul Kirshon named manager of he sales promotion department for he New York office of Ketchum, vlacLeod & Grove, Inc. riME/Buying and Selling Richard O'Donnell joins the New fork office of Blair Television. Thomas R. Nunan, Thomas M. ^omerford and Sam B. Schneider .ppointed vice president, group mar- :eting; vice president tv sales, East- rn Div. and vice president radio ales, Eastern Div. for Broadcast Communications Group, Inc. Leonard Feldman joined Peters, jriffin. Woodward, Inc. Graham Spencer appointed to the "Jew York radio sales staff of H-R Representatives, Inc., national spot ,ales organization. TV MEDIA James W. Everhart, Jr. has been appointed director of advertising and promotion for the Corin- thian Station KHOU-TV Houston, Tex. Michael Faherty joined the sales team of Robert E. Eastman & Co., Inc. George C. Carpenter, III named sales manager of WHO-TV Des Moines, la. Samuel M. Sharkey, Jr. has been appointed corporate director of news for KIRO-AM-TV in Seattle, Wash. Michael Lee Lutton appointed to the promotion department of WJW- TV Cleveland, Ohio. John J. McCrory joined WPRO- TV Providence, R. I. as general manager. Philip Mayer named director of program services for ABC owned television stations. Fran Harris appointed special features coordinator of the WWJ stations, Detroit, Mich. George M. Cahan appointed di- rector of programs, studio center, Hollywood, for the CBS Television Network. Graham Spencer Mi George Cahan Fran Harris James H. Burgess appointed to the post of managing director for KFRE-AM-FM-TV Fresno, Calif. Cy Smith appointed station man- ager of KTVR now under construc- tion in La Grande, Ore. Robert L. Greenstein appointed national sales manager at WAII-TV Atlanta, Ga. Charles Mitts named promotion director of KCOP-TV Los Angeles, Calif. Gene Mitchell promoted to direc- tor of sales at WNAC-TV Boston, Mass. He will coordinate national and local sales. William Vito (Bill) Genova named assistant radio/television promotion manager of CKLW Windsor, Ont. Paul Litt appointed television sales executive in the Chicago of- fice of RKO general broadcasting- national sales. Wally Graham now with ABC Press Information as publicity rep- resentative for The Les Crane Show which premieres Nov. 9. ctober 26, 1964 59 SPONSOR SPOTLIGHT Michael G. Silver joined CBS television network press informa- tion. Robert McDaniel appointed mer- chandising manager for KTTV Los Angeles, Calif. Evelyn Humphreys appointed ex- ecutive story editor, CBS Television Network program department. New York. Beau Rogers named national sales representative for WCAU-TV Philadelphia. Pa. Henry Hirsch appointed station director of promotion and public relations of WGR-TV Buffalo, N. Y. RADIO MEDIA Ray Van Steen named public af- fairs director for WLS Chicago, 111. Oliver Hayden added to the staff of KFRC San Francisco as account executive. Chuck Owen promoted to assis- tant manager of KSON San Diego. Dwight L. Case named vice pres- ident and general manager of KLYD Bakersfield, Calif. Winifred A. Schaefer appointed sales promotion manager of WCBS Radio. William Blood Daniel Burke William Blood joined Park Broadcasting. Inc., Ithaca, N. Y. as director of market research. Daniel B. Burke named general manager of WJR-AM-FM Detroit, Mich. Richard T. Lund appointed local sales manager of WWTC. former- ly WTCN Minneapolis. Robert V. Whitney appointed general man- ager. Jim Thompson and Dick Gary added to the sales staff of WPIX- FM New York. Arthur L. Grunewald has been named manager of WSON-AM-FM. He will assume his duties as of Nov. 1. Richard Brader appointed station manager of KOOL, effective Oct. 19. 1964. David W. Balnaves appointed to the sales staff of WWJ Detroit, Mich. Abe Barron, Robert H. Harter and Robert W. Gifford appointed sales manager, general manager and program director of WHO Des Moines, la. Arnold Schorr elected vice presi- dent of Tracy Broadcasting Co., the parent company of KGFJ Holly- wood, Calif. Bruce Miller has been namei director of production of WXY/ Detroit. Mich. Richard Harvey appointed assis- tant station manager of WHA' Philadelphia, Pa. Dennis Gresham appointed to th sales staff of KGFJ Hollywood Calif. Gene D'Accardo, Fred Green and Mike Schwartz appointed sta tion manager, program director anc sales manager of KFIV Modestc Calif. SYNDICATION & SERVICES Mel Isaacson appointed creativi director of Magna Marketing Ser\' ices. Inc. George T. Shupert resigned as o Oct. 16, 1964 as vice president ii charge of sales for Twentieth Cen tury-Fox Televison, Inc. , Frank Noettling established Franl Noettling Associates, a managemen consultant firm in New York. Verne S. Mattison appointed ; sales representative for broadcas, and closed circuit tv equipment b}i the Broadcast and Communication: Products Div. Radio Corp. o America. C. A. (Ace) Kellner appointed as- sistant station sales manager for thfj American Research Bureau. Jerry liddiard has resigned a: Embassy Pictures' West Coast tele-! vision sales manager. Peter M. Affe appointed genera manager of TAC (Television Affili- ates Corp.). 60 Abe Barron com:me:iicia.i. critique Adgirl csught in commercial grip By Bea Adams Tv creative director Gardner Advertising Agency ■ That first day of autumn has come and gone and something dis- turbing has happened to me. 'Tis my custom to read during most of the tv shows and look up when the commercials come on. But the net- works panted about their premieres so persistently, I caught myself watching programs and, in some cases, missing the commercials. Though not an official program critic, I venture a few comments. Mildly amused by Crosby show, didn't stay with it, missed commer- cials. Got worked into a frenzy watching The Man from U.N.C.L- E.; impossible to leave during com- mercials because they maintained the same high pitch. In excitement and sheer drama, the Chevrolet commercials matched the tense mood of the show. Quite a feat. First commercial, delivered in- 'cisively and urgently, used such ad- jectives as "spectacular" and "spicy," such promises as "more international flair than anything near its price" and the cars shown didn't argue with the copy. Second commercial equally spectacular and ispicy. Each new Chevy model came booming out from under a gigantic [waterfall. Car after car gleamed by to be introduced and shake my faith in the two-year-old darling in my garage. Program and commercial mood was the matchingest job I've seen in many a season. Again straying from my appointed task, a comment on Chevy radio spots. Built on the pattern of re- cordings that greet the ear when you :all for an airline or train reserva- tion, the spots began with a feminine voice saying: "This is a recording. The time is Sept. 24 to see the new Chevrolets ..." and went on from there to extole the virtues of cars to be unveiled the following day. Same commercial, complete with the "ping," repeated thrice within about 15 minutes. Seemingly, Campbell- Ewald reasons that a relentless bar- rage just prior to the debut of '65 models pays off. Bet it does, too. At any rate, the Chevy (maybe be- cause of concentration) hit me hard- er than the Roaring '65 Plymouths commcrcialed with the Bob Hope Comedy Special. Could be, program out-distanced commercials. Not so with the premiere of Shindig. Commercial on Tiger Paw Tires by U.S. Royal gripped me like they grip the road. Might not have been the premiere of this com- mercial but those big tiger paws have visual impact not quickly for- gotten. They stayed with me despite the swift pacing, the freshness of direction and production, the sur- prises dropped in now and again and the non-verbal intros that made the first Shindig fascinating to watch. The CBS special, Lincoln Center Day, so intrigued me that I must have read during the commercials. That has to stop. I've got to get back to my habit of reading during the shows and looking up during the commercials. Right here in St. Louis, there's some bank advertising that does a nice job of getting away from the stodgy. Not easy to do but it's being done by a couple of cartoon charac- ters— Nibbledebuck, a sneak who nibbles away at your money; Fritter Critter, typical of the procrastinator who hangs onto checks instead of depositing them promptly so the money could work for him. Adver- tiser: First National Bank in St. Louis. Agency: Gardner. Now back to a commercial heard some time ago. Might have had its final run by now but I feel com- pelled to report on it. My eyes are devouring a book, I'm half listening to tv when a man on that Thing an- nounces he hates lumps in cream of mushroom soup. Because he sounds like someone's husband in- stead of an "announcer," I look up. He says a special kind of cornstarch Fritter Critter Nibbledebuck makes one cream of mushroom soup smooth as — well, maybe, a mushroom. And he says, in a voice I've got to believe, that he plans to keep that one cream of mushroom soup just that way. Who he? Then he tells me. His granddaddy's name, he says, was H. J. Heinz and that's his name, too. A disarming and believable kind of commercial used infrequently and effectively in tv's early days but now all but forgotten in the maze of new equipment, new production techniques, new every- thing except an avalanche of new commercial ideas. Ideas that can combine excitement and believabili- ty. Ideas that will keep you fastened in your seat during the commercial and let you wander, if you must, during the show. October 26, 1964 61 ARE YOU MOVING ? Do you have a question about your subscription? Do you want to order or renew your subscription? If you have any questions about your subscription, place your magazine address label where indicated and clip this form to your letter. If you're moving please let us know about five weeks before changing your address. Place your magazine address label where indicated and print your new address on this form. if you subscribe mail this form with your payment, and check: ( ) New Subscription ( ) Renew my present subscription (include label) Rates in U.S. and Canada: 3 yrs., $10; 2 yrs., $8; 1 yr., $5. ATTACH LABEL HERE To insure prompt service whenever you write us about your subscription be sure to include your SPONSOR Address Label. Name: Your Title: Address: City State Zip Code. CLIP AND MAIL TO: SPONSOR Subscription Service Dept. Ojibway Building Duluth, Minnesota 55802 W^ ^Ak X^ JbLt JNT X^ x\i Jtm> OCTOBER International Radio and Television Society Time Buying & Selling Semi- nar, New York, Tuesday evenings ( 13-Dec. 8). Massachusetts Broadcasters Assn. meeting, Hotel Somerset, Boston, Mass. (25-26). National Assn. of Educational Broadcasters national convention, Austin, Tex. (25-28). ABC Radio regional affiliates meet- ing, New Orleans, La. (27). Premium Advertising Assn. of America, premium ad conference. New York Coliseum, New York, N.Y. (27). Future of Tv in America Committee of National Assn. of Broadcasters meeting on CATV, Jung Hotel, New Orleans, La. (27-28). Television Program Development Group seminar in programing. WGN Mid-America Broadcast Cen- ter, Chicago, 111. (27-28). American Assn. of Advertising Agencies, western meeting, Beverly Hilton Hotel, Beverly Hills (27-30). American Assn. of Advertising Agencies, western meeting, Ambas- sador Hotel, Los Angeles (27-30). American Marketing Assn. New York Chapter International Discussion Group (1964-65) season. Park Lane Hotel, New York (28). Official Films Inc. annual stock- holders meeting, Delmonico's Hotel, New York (28). International Radio & Television Society luncheon, Waldorf Astoria, Empire Room, New York, N.Y. (28). NAB CONFERENCE SCHEDULE National Assn. of Broadcasters fall regional conferences: Jung Hotel, New Orleans (Oct. 26-27). Statler Hotel, Detroit (Nov 9-10). Hotel Ten-Eyck, Albany, N.Y. (Nov. 12-13). National Industrial Conference Board Inc. twelfth annual marketing conference, Waldorf Astoria Hotel New York (28-30). Forum of Broadcast Controls, spon- sored by Indiana University, Univer- sity Campus, Bloomington, Ind. (29). NOVEMBER | Second Canadian Radio Commer- cials Festival, Park Plaza Hotel, To- ronto, Canada (5). Maryland - D.C. - Delaware Broad-- casters Assn. fall meeting, Washing- tonian Motel, Rockville, Md. (6-7). WSM's Grand Old Opry 39th Birthday Celebration, Nashville, Tenn. (6-7). Advertising Federation of America's second district fourth annual confer- ence, Pocono Manor Inn, Mt. Pocono, Pa. (6-8). American Women in Radio & Tele- vision western area conference, Beverly Hilton Hotel, Beverly Hills, Calil. (7-8). Assn. of National Advertisers fall meeting, The Homestead, Hot Springs, Va., (9-11). ABC Radio regional affiliates meet- ing, Detroit, Mich. (10). American Assn. of Advertising Agencies eastern annual conference, Hotel Plaza, New York. N.Y. (10-11). Point-of-Purchase Advertising In- stitute, 18th annual conference and ex- hibit. New York Hilton, New York (10-12). ABC Radio regional affiliates meet- ings, Albany, N.Y. (13). American Women in Radio & Tele- vision board of trustees meeting of the educational foundation, Washing- ' ton, D.C. (13-14). Edward Petry & Co. annual pro- motion seminar at Pick-Congress Hotel, Chicago, 111. (16). Oregon Assn. of Broadcasters fall meeting and biennial reception for state legislators, Marion Motor Hotel, Salem, Ore. (16-17). Broadcasters' Promotion Assn. an- nual convention, Pick-Congress Hotel, Chicago (16-18). 62 SPONSOR ff Psst. What's bright and breezy ? Free and easy ? A new kind of late evening television show? It's direct from Hollywood. It's loaded Entertainment-wise with big name talent, guest star of the week, and fresh new discoveries. It's premiering October 26th ! ^^ THAT REGIS PHILBIN SHOW r-ii. Attention Mr. Astute and Wise Television Buyer: THAT REGIS PHILBIN SHOW consists of five great 90 minute tape syndicated shows a week. It will give you new zip and appeal, and will help to make you rich and well-loved. Preview it now! Write — Wire — Phone: Al Sussman, WBC Program Sales, Inc. 122 E. 42nd St., New York, N.Y. Telephone: 983-6535 IF THE LATIN NETWORK 18 HOURS 1380 kc. 5000 watts WBNX PROGRAMMING CREATES AUDIENCE AND SEI THE LARGEST SPANISH COMMUNITY IN THE UNH STATES -AND SEVENTH LARGEST IN THE WOJ FIRST IN THE SPANISH PULSE SURVEY MORNING. NOON AND NIGHT Divisions of The United Broadcasting Co., Inc WOOK - AM & FM WFAN - FM Washinyion, D.C. WINX - AM Rockville, Md. WSID - AM & FM Baltimore. Md. WJMO - AM WCUY - FM Cleveland, Ohio WANT - AM Richmond, Va. WMUR - TV Manchester, N.H CALL OR WRITE: NEW Yt)RK: Bob WittiK. UBC Sales Inc., 7 East 43rd St.. 212-6821833 Carroll Larkin.Gen. Mgr., WBNX, 560 Fifth Avenue., 212-2 MIAMI : Art Gordon, Gen. Mgr., WFAB, 1034 Biacayne Blvd.. 373-8„ CHICAGO: Warren Daniels, UBC Sales Inc., 10-410 N.Michigan Ave. WASH. D.C: Shoreham Hotel. Suite- lOlA Tel. 202 CO 5-4734 Lie insurance companies buy tv 'policies' F(il maker launches record tv campaign . Sjonsor identification via oil and canvas . 31 38 47 ID. !< CO a- -■■u imm n'S A THIRD PARTY LANDSLIDE! . . . ^n tti6 ^ad o( JAl^k ad ^oney! L GREEN BAY, WISCONSIN ^ HAYDN R. EVANS, General Manoger • Represented by H-R Television, Inc. EQUATION FOR TIMEBUYERS ONE BUY DOMINANCE X WKRG-TV MOBILE ALABAMA PICK A SURVEY - - - ANY SURVEY srt-ti l-FM :ofb: I ;. CO ,5. ^^S Represented by H^R Television, Inc» „^/tfi^ \^ or call ^w^' C. R PERSONS, Jr., General Manager FHIHAX A.T 5 High Court Upholds FCC on Equal Time Washington, D.C. — The Supreme Court decided last week to leave the FCC exemption for the president's Oct. 18 speech unchallenged by re- fusing to hear the Goldwater plea for equal time under the Communica- tions Act. Justices Arthur J. Goldberg and Hugo L. Black dissented. Earlier, the U.S. Court of Appeals in a split 3-3 vote technically upheld the FCC decision. Although the Appeals Court issued no written comment, and withheld record of the vote, the Supreme Misuse of Broadcast Ratings Hit by FCC Washington — The FCC has given a short-term license renewal to WIFE- AM-FM Indianapolis for deceptive use of broadcast ratings in time sales to advertisers. FCC says the station ordered a Hooper three-month survey but used figures based on preliminary two-days' phone calls, in selling time. Also, the station "hyped" rating pros- pects by putting on a $113,000 give- away contest just previous to the Jan. 6 starting date of the survey. WIFE protested the FCC charges, said it was "continuously" running giveaway contests and claimed that even the small-sample Hooper figures turned out to be "highly accurate" at the end of full rating period on rank- ing of eight Indianapolis stations. WIFE president Don W. Burden said he informed staff the figures covered only two days of sampling phone calls — but he admitted that he did not i warn them to make this fact known to customers. FCC accepts none of the WIFE de- fense claims. The commission says the fragmentary survey was repre- sented to agency timebuyers in New York. Chicago and Indianapolis as a , -TfiorJn's survey, and did not tell about the giveaway contest. Also, Hooper had warned the station president not to use the two-day ratings outside. Station's alleged "validating" of the Hooper findings were simply a matter of going over figures on Hooper call sheets, FCC said. As to accuracy, it was not shown that WIFE's share of audience has declined, and that of the isecond-ranking station increased be- Itween January and June, 1964, FCC Isaid. Court dissent flatly disagrees with the FCC's exception in favor of the Johnson speech on foreign affairs. Justice Goldberg says the law "plainly" requires licensees to give equal time to all qualified candidates. "No exemption is made for a legally qualified candidate who is the in- cumbent president." Justices Goldberg and Black do not agree with the com- mission decision that the Johnson broadcast came under the "bona fide news" exemption category set up in 1959. In view of FCC inconsistencies in equal time rulings, the two justices would have preferred to hear argu- ment denied by the majority. The dissent parallels that of commissioner Rosel Hyde, the only FCC member to dissent from the exemption deci- sion. Both the U.S. Court of Appeals and the Supreme Court rushed into action, with unprecedented speed, within hours of the appeals from the Gold- water attorneys for a chance to argue the FCC decision. I Nielsen Defends Ratings | Radnor, Pa. — Defending both rat- ings and sampling methods used to determine ratings, A. C. Nielsen, Jr., head of the research firm, argues that the sample technique is a basic tool of research and that the methods used for tv ratings are comparable to the techniques his firm uses to predict estimated consumer sales for 658 manufacturers. Declared Nielsen in a Tv Guide magazine article: "Our tv ratings are reasonable estimates of the public's viewing habits . . . [and] our cus- tomers tell us that the accuracy is about right for their purposes." Admitting a margin of error, Niel- sen said that when a program has a 30 rating, for example, the rating services estimate that 30 percent of all homes with tv sets are tuned to the show. Mathematically, he said, 19 out of 20 times such a rating taken from a prob- ability sample will be off less than three points. To cut the margin of error in half, he concluded, would require a fourfold sample, and clients would not pay for this. FCC Urged Yes' on CATV Federal Regulation Washington — Monday was dead- line at the FCC for comment on whether federal regulation is needed for wired CATV systems, and whether broadcasters should be per- mitted to own systems. As in the previous week, the flow of plead- ings said "yes" to both questions. New aspects were shown in the NAB's monumental study of the CATV financial impact on local tv service. It is substantial, according to researcher Dr. Franklin M. Fish- er. Equipment manufacturers' as- sociation (TAME) pleaded for a freeze on the "hundreds" of local CATV franchise applications in proc- ess until federal regulation decision is completed. The Fisher report proves scien- tifically "what everyone has known all along," said one economist: the close relatedness of tv audience to revenue. The two move up the scale together in such close tandem as to vindicate networks' shivery preoc- cupation with audience rating points, vis a vis revenue. In a broadscale study of all tv stations, relating revenues to audi- ence, the researchers found that every single tv home in prime time adds $27 to a station's annual rev- enue. A correlation of station rev- enues (carded anonymously to pro- tect trade secrets) from the FCC with American Research Bureau audience measurement figures, show- ed that changes in audience ac- counted for 90 percent of change in revenues. As for CATV impact, the study breaks down impact of an addi- tional 1000 CATV homes in one and two station markets to show these average revenue losses: In a one-station market, where the station is not carried on the CATV channel, revenue drops an average of $14,000 annually. When the single station is carried but pro- graming is duplicated (to the average extent of 35 half-hours weekly in prime time) on another CATV chan- nel, loss is about $9400 annually per 1000 CATV homes. In a two-station market, the 1000 CATV home impact cuts a local sta- tion revenue by $8000 when the station is not carried; and by $2900 when its programing is duplicated on other CATV channels. November 2, 1964 CONTINUED ON NEXT PAGE FR.IDA.Y AT 5 Ward Quaal Calls for Code Action On Political Broadcast Advertising Atlanta, Ga. — Charging that the "spot announcements carried in the current presidential campaign are vic- iously distorted," Ward L. Quaal, executive vice president and general manager of WGN Chicago, declared that there is a need for the implement- ation of sections in the radio and tele- vision codes dealing with political broadcast advertising. In an address before the Atlanta chapter of the American Women in Radio and Television, and the Ad- vertising Club of Atlanta, Quaal said: "It is rather silly if we apply certain standards for shaving creams, denti- frices, gasoline, detergents, pharm- aceutical products and intimate ap- parel and ignore an area which in- volves the election to an office of the man who will lead this great republic in the months and in the years to come." Quaal said that if broadcasters can address themselves to the control of piggybacks in the commercial sched- uling of anything in the area of "ex- cesses," how can they ignore political salvos that are unfair, that represent half-truths and that are partially or Western Electric Sponsors College Election Coverage New Haven, Conn. — With West- ern Electric, Inc., picking up the full sponsorship tab, a network of nearly 50 college radio stations will be re- porting tomorrow night's election re- turns on their local campuses. At the hub of the coverage are the eight member schools which comprise the Ivy Radio Network, headquartered at Yale University. Other Ivy schools include Harvard, Princeton, Brown, Columbia, Dartmouth and the Uni- versity of Pennsylvania. In addition, the election night service will be carried by nearly 40 more colleges in the Northeast and Midwest extending as far as Chicago. Coverage begins at 7 p.m., with a team of college broadcasters standing by at the network's election central in New York. Western Electric created a new ad campaign for the program aimed specifically at the college student. fully distorted and, in fact, in some cases, are the most vicious messages of advertising in the history of electronic communication. Quaal pointed out that WGN and WGN-TV do not air political spot an- nouncements for candidates or issues because "no candidate can address himself adequately to his program or platform in the course of one-minute's time." ABC Renews Three 20th-Fox Shows New York — In a display of confidence in its tv programing, ABC has renewed three shows pro- duced by 20th Century-Fox for the balance of the 1964-65 season. Industry sources point out that renewals are normally not made until three or four national Nielsens have been released. In this case, it came after the initial Nielsen. Shows involved are 12 O'clock Hii>h, Valentine's Day and Voyage to the Bottom of the Sea. Strouse Sees Specialization as Threat To Creativity in Advertising Field Los Angeles — Citing the "dicho- tomy that still exists in many places in our business since the advent of tele- vision" as a threat to advertising cre- ativity, Norman H. Strouse, chairman of J. Walter Thompson, last week de- clared that specialization in a single medium "must necessarily restrict growth." Speaking before the Western Region convention of the American Assn. of Advertising Agencies, Strouse pointed out that in the beginning "tv was a strange new medium, and because of the highly technical aspects of production the early writers and directors tended to come from outside the agency business." The print writers and art directors tended to shy away from something they didn't understand, Strouse con- tinued, and "to believe that if they paid no attention to tv it would go away." "It didn't," he added. Strouse said that for several years the print and tv so-called "creative departments" were separated. "Only later was a forced marriage consum- mated." The agency head warned that there are still too many creative writers who look at tv and print media as different worlds, "not recognizing that like our great artists from Michel- angelo to Picasso whose talent ex- presses itself in every medium, our out- standing creative people should find themselves equally at home in print, broadcast or skywriting." Strouse concluded: "The versa- tility developed by dealing with var- ious media stimulates and broadens creative talent — specialization in a single medium must necessarily re- strict growth." In his overall discussion of crea- tivity in advertising, Strouse also had a word about research. Over-depen- dence on it, he said, is certainly one of the great threats to creativity. "Put enough into research, and creativity will take care of itself, is the insistent call." There is a temptation on the part of the researcher, Strouse added, "to go beyond his proper role and dictate both the consumer proposition and the form of its execution into cam- paign themes." ABC Sues Union For $5 Million New York — In the wake of a strike by 40 page boys, the American Broadcasting Co. has filed a $5 million suit in Federal Court against the Na- "~ tional Assn. of Broadcast Employees and Technicians. The complaint charges that the Union influenced its members not to cross the picket line set up by the page boys. With technicians refusing to cross the picket line, supervisory employees have been pinch-hitting in studioes and control rooms. As a result, ABC reports that all shows and commercials have been aired on schedule. Also, supervisory employees have been re- hearsing daily for election night, in the event the strike continues. SPONSOR Nive. REACHES A 5-STATE AREA MARYLAND'S O^NLY 50,000 WATT STATION HIGH RATINGS-LOW COST PER THOUSAND QUALITY MUSIC STATION-FULL RANGE PROGRAMMING RADIO-HOME OF THE BALTIMORE ORIOLES, COLTS, CLIPPERS AND NAVY FOOTBALL ONLY MARYLAND STATION WITH A FARM DIRECTOR, WOMAN'S DIRECTOR AND FULL-TIME SPORTS DIRECTOR VOICE OF THE BALTIMORE SYMPHONY ONLY FULL-TIME MARYLAND STATION WITH A WHITE HOUSE ACCREDITED NEWS DIRECTOR MARYLAND'S RADIO REPRESENTATIVE AT THE N.Y. WORLD'S FAIR NBC AFFILIATE IN BALTIMORE Convinced? Contact your McGavren -Guild rep. or call Area Code 301 ■467-3000. November 2, 1964 Pretident and Publisher Norman R. Glenn s, sponsor. NOVEMBER 2, 1964 • VOL. 18, NO. 44 31 Life insurance companies buy tv 'policies' From State Farm to Prudential, many firms are bolstering grosses — and backing their agents — with iv investments 38 Battle of the foils Alcoa Wrap launches the $110 million joil market's largest tv campaign. Goal: to overtake Reynolds and increase lead over Kaiser 42 Frugal sell — lavish payoff Savings and loan association deposits no commercials in iv film features, gets interest — and deposits — in return 44 Milk additives get rich results from tv Markets for tv-promoted Jack Frosted mushroom as the competi- tion thickens in $138 million milk additive field 47 Art . . . for the sponsor's sake Philip Morris subsidizes portrait painting to strengthen identi- fication with CBS-TV programs DEPARTMENTS Calendar 62 Changing Scene 49 Commercial Critique 61 Friday at Five 3 Letters 12 Publisher's Report 8 Sponsor Scope 25 Sponsor Spotlight 58 Sponsor Week 1 5 Week in Washington 1 3 SPONSOR® Combined with TV, U.S. Radio, FM® is published weekly by Moore Publishing Company, a subsidiary of Ojibway Press, Inc. PUBLISHING, EDITORIAL AND ADVERTISING HEADQUARTERS: 555 Fifth Avenue, New York, N. Y. 10017. Area Code 212 MUrray Hill 7-8080 CIRCULATION, ACCOUNTING AND DATA PROCESSING HEADQUARTERS: Ojibway Building, Duluth, Minn. 55802. Area Code 218 727-8511. CHICAGO OFFICE: 221 North LaSalle St., Chicago, III. 60601. Area Code 312 CE 6-1600. LOS ANGELES OFFICE: 1655 Beverly Blvd., Los Angeles, Calif. 90026. Area Code 213 628-8556. ST. PETERSBURG OFFICE: 6592 North 19th Way, St. Petersburg, Fla. 33702. Area Code 813 525-0553. SUBSCRIPTIONS: U.S., its posses- sions and Canada $5 a year; $8 for two years. All other countries, $11 per year. For subscrip- tion information write SPONSOR, Subscription Service Department, Ojibway Building, Duluth, Minnesota 55802. Second class postage paid at Duluth, Minnesota. Copyright 1964 by Moore Publishing Co., Inc. EDITORIAL Editor Sam Elber Feature Editor Charles Sinclair News Editor William S. Grower, Jr. Special Projects Editor Ben Bodec Managing Editor Don Hedman Senior Editor William Ruchti Associate Editors Barbara Love Melvin J. Silverberg Gayle Hendrickson Editorial Assistant Patricia Halliwell Contributing Editor Dr. John R. Thayer Washington News Bureau Mildred Hall Field Editors Ernest Blum (East) John Bailey (Midwest) Production Editor Emily Beverley Regional Correspondents James A. Weber (Chicago) Sheila Harris (San Francisco) Frank P. Model (Boston) Lou Douthat (Cincinnati) Margaret Cowan (London) SALES New York Gardner Phinney Norman Gittleson Chicago Jerry Whittlesey Los Angeles Boyd Garrigan St. Petersburg William Brown Advertising Production Louise Ambros ADMINISTRATION Editorial Director Ben Marsh Production Director Harry Ramaley Circulation Director Joe Wolking Data Processing Manager John Kessler Circulation Promotion Gerhard Schmidt SPONSOR weather or not— LOUIS ALLEN lets people know about it Louis Allen is a rare meteorologist. He not only talks about the weather, he does something about it. No ordinary weather reporter, Allen is recognized as one of the nation's leading weather scientists. In addition to his broadcast chores, he runs the highly successful Allen Weather Corp. which supplies detailed forecasts to utilities and naviga- tional advice to steamship companies. As a key member of our 25-man staff of news and public affairs specialists, Louis Allen turns a weather eye on the Nation'sCapital daily, helps make WMAL-Radio and WMAL- TV the news authority in the Nation's Capital. OiLJf #*! m £ PiUff r News Authority in the Nation's Capital S^vmal radio and television® Daren F. McGavren Co. Harrington, Righter & Parsons, Inc. Evening Star Broadcasting Company, Washington, D. C. November 2, 1964 SILLYGISMS . . . is a new game played by two or more "experts" engaged at buying and sell- ing radio time. One player — in this case the buyer — executes a ploy. Then the other player — in this case the seller — cries a lot. Buyer: "I know the Pulse audience composition figures show you have more adults listening than your com- petition, but pure introspective reason tells me that cannot be true. SO, here's the answer. The kids tune to your station. The adults in the family are unwilling listeners; they get count- ed but we know better. SO, we sub- tract the number of teenage listeners from the number of adult listeners, and we get a true count of the num- ber of adults listening to your station." Seller (still — but just barely — ration- al): "Even if we accept all of the sub- jective reasoning, the argument is mathematically impossible. The Pulse you are using reports only 1.25 lis- teners per set. If everyone of those duplicated listeners were adult-teen . . . AND if everyone of those adults were unwilling listeners . . . AND if everyone of those unwilling adult lis- teners were not effected by the spot they inadvertently heard, they would still represent only 25% of our adult audience . . . AND my station would still deliver more adults than my com- petitor." Buyer then rejects spurious facts and buys the competition thus concluding the game triumphantly. Hard to believe? Ask me, I'll intro- duce you to the players. Perry S. Samuels Vice President and General Manager — WPTR SYLLOGISM: You need WPTR to cover adult buyers ; in the Albany-Schenectady-Troy 18 COUNTY trading area. Ask your Eastman about . . . WPTR Represented by the Robert E. Eastman Company .^*. fdtty PTR 50,000 Watts 1540 KC ALBANY - TROY - SCHENECTADY Tv^ pay tv and CATV: the long view Perhaps the most curious chapter in the labyrinthian history of the broadcasting industry is being unfolded now. To a field accustomed to such ebbs and flows as clear channel favor and disfavor, FM favor and disfavor, multiple ownership favor and disfavor, duopoly favor and disfavor, VHF favor and disfavor, UHF favor and disfavor (to mention only several) it is hard to predict just how and to what extent the FCC will regulate, or Congress will legislate, CATV. It is equally hard to predict how the FCC will regulate, or Con- gress will legislate, pay tv. And after regulation, who can tell how long newly-enacted policies will stand. As I wrote in my column some months back, every time a new commissioner appears on the scene every FCC policy and enactment is subject to change. For every new commissioner has his individual point of view. Since most come from outside the broadcast advertis- ing field, and are almost immediately required to vote on matters of the utmost importance, it is small wonder that vital FCC policies are in a constant state of vacillation. The current crop of FCC commissioners are, in my opinion, as intelligent, hardworking and independent-minded as any that have graced this seven-man body. I admire them greatly. But 1 don't admire the task that faces them in attempting to cope with CATV and pay tv. For there is grave danger that both CATV and pay tv carry the seeds that may destroy the whole broadcast advertising industry. Within the next several months they must establish guide rules for CATV, which now has mushroomed into approximately 1500 sepa- rate systems with about 150 new ones being franchised each month. While they do this they must keep a weather-eye open not to render an irrevocable harm to VHF and UHF. They must calculate what the establishment of strong clusters of CATV systems practically every- where means in terms of a pay tv foothold that can sweep the country with top box office programing or limit the programing to regional clusters. Years ago I editorialized against pay tv on the assumption that free television could never compete with fee television when it came to bidding for valuable sports events, top-flight movies, Broadway plays and even more selective attractions. I believe this today. But the danger is more imminent. CATV is the doorway to pay tv. Most clusters of CATV homes represent more potential box office dollars than closed-circuit theaters or auditoriums; some many times as much as all available closed-cir- cuit buildings in the same areas. CATV will not be stopped. Pay tv will not be stopped. But now is the time for the FCC and Congress to recognize the unparalleled threat to free tv, both VHF and UHF. If a strong system of free television is desired now is the time to safeguard it. ^f7-H<^ I SPONSOR If you think all your child onTVisastringof adventure shows, wait he asks you what 4 o hydrogen peroxide stabilizer jet is. You may have to watch some TV with him to find out. Try it. Sit down with him and watch what he watches. Sure, you'll run across some **he-went-that-a-way" programs. But you'll also see a lot of remarkable, mind- stretching things that may surprise you. This month, for instance, you could see a dem onstration of what makes us laugh. Or how electric switches work. Or watch Leonard Bernstein explain to young people what a sonata is. Take a look. You might learn something. Among the children's programs — Discovery '65 Election and ttie President; Heroes of the Wild West; Study of genetics; Language and legends of mythology; Why we lough. Sundays, Nov. I through 29 (11:30-12 noon) Watch Mr. Wizard Electrical switches; Two kinds of probability; Tides; Automobiles; Boiling. Sundays, Nov. I through 29 (l2:30-l PM) Captain Kangaroo Discussion of Election Doy, 11/3; How banks work, 11/5; Veterans Day discussion, ll/ll; Discussion of seashells, 11/17; On camels, 11/23; History of Thanksgiving, 11/26. Weekdays (8-9 AM) New Yorl< Philharmonic Young People's Concerts Leonard Bernstein conducts Mozart's Jupiter. Friday, November 6 (7:30-8:30 PM) Bernstein conducts Borodin, Dvorak, and Folia Monday, November 30 (7:30-8:30 PM) Exploring Port of New York about mid 19th C. ; About the beginning of Pittsburgh industry; A midwestern city's crops and livestock; Los Angeles' post-war development. Saturdays, Nov. 7 through 28 (12-12:30 PM) Quillow and the Giant Musical based on James Thurber fantasy, starring the George Lalshaw puppets. Thursday, November 26 (5:30-6:30 PM) Other programs of special interest- Directions '65 Religion and Politics; Problems faced by Negro clergy; Curing narcotics addicts; Memorial Portrait: John F Kennedy. Sundays, Nov. I through 22 (1-1:30 PM) Wide World of Sports National Air Races; All-Irish Football Championships, Dublin; World Parachuting Championship; Canadian Football Championships. Saturdays, Nov. 7 through 28 (5-6:30 PM) Profiles in Courage Autobiographies based on Pres. Kennedy's Pulitzer Prize-winning book. Sundays, Nov. 8, 15, 29 (6:30-7:30 PM) Sophia Loren in Rome A tour of the actress's favorite spots. Special guest: Marcello Mastroianni. Thursday, November 12 (10-11 PM) Look Up and Live Contemporary Church Architecture. Sundays, November 15 and 22 (10:30-11 AM) The Louvre Charles Boyer narrates. Masterpieces of one of the world's greatest museums. Tuesday, November 17 (lO-ll PM) John F. Kennedy Commemorative Programs The Burden and the Glory of John F Kennedy. Wednesday, November IS (7:30-8:30 PM) John F Kennedy. His Two Worlds; John F Kennedy Remembered. Sunday, November 22 (6:30-7:30 PM) Lamp Unto My Feet Vatican Council: Major Decisions. Sunday, November 22 (10-10:30 AM) Two Friends of Winston Churchill Edward R, Murrow and Lord Ismay. Wednesday, November 25 (7.30-8 PM) "This ad which appears in the NEW YORKER and the SATURDAY REVIEW (OCTOBER 31) and service to the Television Industry through the courtesy of November 2, 1964 The Other World of Winston Churchill Alec Guinness narrates a 90th birthday tribute. Mondoy, November 30 (10-11 PM) Regularly Scheduled Programs Monday to Friday: Today/Sunrise Semester Tuesdays: World War 1/That Was the Week That Was Wednesdays: CBS Reports /ABC Scope Saturdays: Sunrise Semester/Mr. Mayor/ NCAA Football/Mr. Magoo Sundays: Bullwinkle/Camera Three/Issues and Answers/AFL/NFL/Sunday/Wild Kingdom/ College Bowl/Meet the Press/Walt Disney's Wonderful World of Color NOTE: Times, programs, titles, and casts are subiect to change. Please consult local listings. Television Information Office 666 Fifth Avenue, New York 19, N.Y. in the REPORTER (NOVEMBER 5) is printed here as a SPONSOR." METRO-GOLDWYN-MAYER FEATURE FILMS HAVE THE STAR-POWEF NATALIE WOOD /SPENCER TRACY /KIRK DOUGLAS /DEBBIE REYNOLDS! ROBERT TAYLOR /LANA TURNER /JAMES MASON /DOROTHY McGUIREI DEBORAH KERR /RED SKELTON/CYD CHARISSE/ STEWART GRANGER^ PIER ANGELI /JEFFREY HUNTER /ARLENE DAHL/ BARBARA STANWYCM JANE POWELL/ WALTER PIDGEON/ RICHARD BOONE/ LESLIE CARONf rrHAT MEANS DRAW-POWER: ELIZABETH TAYLOR /DAVID NIVEN PAT CROWLEY/ FRED ASTAIRE/ GEORGE HAMILTON/ ROBERT WAGNER FRED MACMURRAY/JOAN FONTAINE /PETER LAWFORD /JANET LEIGH ANN BLYTH/JEAN SIMMONS/ CHARLES LAUGHTON /JOAN BENNETT JOSEPH COTTOW/VAN JOHNSON /GREER GARSON/ ELEANOR PARKER EDWARD G.ROBINSON ALL IN THE NEW MGM/5 FOR TELEVISION NEWEST FIRST-RUN-FOR-TV AVAILABILITIES JHE lost exciting list of 31 feature films, for the most profitable entertainment in television MfCBS-TV VwBBRra 'TV KKBC-TV NEW YORK • CHICAGO • ATLANTA • CULVER CITY • TORONTO November 2, 1964 11 MAIL CALL I suppose that all editors, from time to time, face the chore of an- swering the probing search for ad- vice by high school and college stu- dents about breaking into their particular field. I think that editors in the adver- tising field must get requests for advice and guidance at about a two-to-onc ratio over any other trade or business field. But, interest- ingly enough, the quantity of these letters is also a kind of weather vane that indicates the climate un- der which the advertising industry is either basking or huddled at any given time. When the Congress, the Federal Trade Commission, the Federal Communications Commission or other legislative or regulatory bodies are making headlines with less than preferred adjectives about broad- casting and/ or advertising, the stu- dent's bright dream framed in his window on the ad world goes to black. The mail stops. When the domestic and interna- tional news returns to such unim- portant events as elections, wars and rumors of wars, the advice-and- guidance mail begins to trickle in again. And — while I would hesitate to point to any specifics — the volume grows into a comparative flood as the best creative efforts of the ad- vertising industry takes hold of the imagination of the public at large. "Mother, I'd rather . . .," "I don't see a dawg . . .," "It's a white tornado" — these are a few of the periods during which the ambitions of letter writers ran to advertising. For what it's worth, the mail is beginning to mount again. ^ Bni p^^^^^m In what was described as a "breakthrough in television commercials," the "New York Herald Tribune" has launched a campaign to sell add space via tv. Aired on WCBS-TV's late news show, the commercial stresses the fact that the "Herald Tribune" is experiencing its greatest circulation growth in 20 years, and that this growth has brought the purchasing power of its audience to more than $2 billion. Seen in a dry run of the new series of spots labeled "The Committee" are (from left) Ed Wetzel, account executive; Charles R. Lawliss, "Herald Tribune" promotion director; Dick Tarlow, copywriter; Roger Brann, tv producer; Ed Tannen, director, and seated, Scott Beach, a member of the cast of "The Committee" commercial. November 2, 1964 19 Profile of the future It belongs to Les Crane, a bright and bold young man who started talking to radio audiences on KGO in San Francisco. People listened. When he moved to KGO-TV more people listened, and looked. A year ago he came to New York and repeated his success on WABC-TV. But it didn't stop there. Backed by a unique Program Development Plan, the ABC OWNED TELEVISION STATIONS then got together and gave Les an exciting new format, an im^jortant new time period and an audience in five great cities. Result. Smash hit, and now Les and the show are a vital part of the ABC TELEVISION NETWORK. Another station-developed j^rogram has made good. Like SHINDIG. Like BABE RUTH : A LOOK BEHIND THE LEGEND. RUN TO DAYLIGHT, REQUIEM FOR AN ARENA, PINOCCHIO. Like THE PHYLLIS DILLER SHOW and MAKING OF THE ALL-STARS. And, of course, THE LES CRANE SHOW— a local show you'll soon be able to see almost anywhere. WABC-TV New York • WXYZ-TV Detroit • WBKB Chicago KABC-TV Los Angeles • KGO-TV San Francisco ABC Owned Television Stations OWNED TELEVISION STATIONS November 2, 1964 21 SPONSOR. WEEK Emmy's Latest Appearance Draws Mixed Network Looks New York — Many more spon- sors will have the opportunity to see their shows compete for Emmy honors, according to the provisions of a new plan released by the Na- tional Academy of Television Arts & Sciences. The academy hopes that its over- haul of voting methods — and the substitution of a criterion of "ex- cellence" in place of the "best" categories of previous years — will reestablish Emmy's virtue in the eyes of her critics. Initially, the academy declared that all three tv networks had en- dorsed the new proposals. But Betty Fumess, chairman of the organiza- tion's national awards committee, admitted that after three weeks of negotiation, CBS News' position was unclear to her. Additionally, Miss Furness' statement to Sponsor, that both ABC and NBC had given their "unqualified support" to the plan, proved to be premature. A spokesman declared that NBC- TV "has taken no position until the members of the academy ratify the new plan," while ABC-TV's position was "we have not yet even received the final plans." The proposals have been en- dorsed by CBS-TV network, but CBS News president Fred W. Friendly issued a statement flatly rejecting Emmy's new look. While applauding the plan as a "conscien- tious effort," he declared that it was still "unworkable with respect to the news documentary field." Awards in this area should be made Network Tv Billings Up 1.6% in August New York — Television Bureau of Advertising has just released its August figures for estimated net time and program billings for net- work tv and they show a 1 .6 percent rise over the previous year. According to TvB billings rose from $66,571,200 to $67,621,500 this year. Also, net time and program bill- ings for the first eight months of the year increased 7.2 percent, from $659,288,000 in 1963 to $706,- 456,600 in 1964. NETWORK TELEVISION NET TIME AND PROGRAM BILLINGS BY DAY PARTS | August January-August 1963 1964 % Chg. 1963 1964 % Chg. Daytime $17,672.3 $18,192.4 + 2.9 $176,634.8 $184,081.2 +4.2 Mon.-Fri. 13,669.3 14,143.7 + 3.5 136,308.8 141,237.8 +3.6 Sat.-Sun. 4,003.0 4,048.7 + 1.1 40,326.0 42,843.4 +6.2 Nighttime 48,898.9 49,429.1 + 1.1 482,653.2 522,375.4 +8.2 TOTAL $66,571.2 $67,621.5 + 1.6 $659,288.0 $706,456.6 +7.2 NETWORK TELEVISION GROSS TIME BILLINGS BY NETWORK | ABC CBS NBC TOTAL January $18,474.6 $29,134.7 $26,801.0 $74,410.3 February 18,330.4 27,716.2 25,822.4 71,869.0 March 18,980.2 30,051.9 28,966.4 77,998.5 April 18,159.0 28,852.3 27,467.4 74,478.7 May 17,859.4 30,189.9 27,290.4 75,339.7 June 18,153.4 28,199.3 25,820.4 72,173.1 July 17,633.9 29,838.9 27,541.5 75,014.3 August 17,038.1 29,463.0 26,833.2 73,334.3 Source: TvB/LNA-BAR by a "separate professional institu- tion," Friendly stated. The controversy had its begin- nings prior to this year's awards in May, when both CBS and ABC questioned the way Emmy's favors were bestowed. At that time. Friend- ly called the awards system "un- professional, unrealistic and unfair" (see Sponsor, May 25, p. 15). He was subsequently joined by Thomas W. Moore of ABC-TV, and James T. Aubrey, who extended the boy- cott to the entire CBS-TV operation. NBC-TV (which aired the award presentations, sponsored by Timex and Libby, McNeill & Libby) re- mained loyal. The next Emmy awards will be held in September, 1965, ample time for considering further changes should this prove necessary. NBC- TV will again air the event, but Miss Furness noted that the acad- emy was in favor of an annual rotation coverage by the networks. Specifically, the new proposals establish four broad program areas in place of the 27 different cate- gories used this year. These four areas cover "outstanding program achievements in entertainment; out- standing individual achievements in entertainment; outstanding program achievements in news, documentar- ies, information and sports; out- standing individual achievements in news, documentaries, information and sports." There will be no limit to the number of awards possible, since competition through the concept of "best" is eliminated. ABC Charges Piracy Of Network 'Shindig' New York — ABC and Selmur Productions, Inc., have charged that several radio stations have pirated segments of Shindig, a network tv show featuring pop music of the rock and roll variety. The ABC charge specifically re- fers to a Selmur-produced Shindig on Oct. 7, and a spokesman indicat- ed that legal action is being con- sidered. Although the network declined to name the stations, the spokesman declared that both ABC and Selmur "are determined to stamp out this and any future piracy." i.i i 22 SPONSOR SCHICK TO LAUNCH 'HOT LATHER' AD CAMPAIGN With a heavy emphasis on radio and tv, Schick will spend the "lion's share" of its fourth- quarter advertising budget introducing its new Hot Lather aerosol shave cream. Theme of the campaign is that Schick gives the shaver "rich hot lather from a push-button can — barber- shop style." Above left, the filming of a Schick commercial depicting a barber and his customer wreathed in steam. Above right, Bruce Altman (I), Compton Advertising, and James L. Badgett, vice president in charge of advertising, Schick Safety Razor Co., pose with props used in commercials. Spots were produced by Filmways, Inc., at MGM studios. II A-C Unveils New Integrated Commercial Melrose Park, 111. — ■ Armed with the blessings of the NAB Code of- fice, Alberto-Culver last week pre- miered a five-product integrated commercial on The Red Skelton Show. Zenith Launches Record Ad Campaign Using Tv Chicago — Supported by both color and black-and-white television, Zenith Sales Corp. recently an- nounced the "largest and most in- tensive fall advertising and mer- chandising program in the com- pany's history." According to L.C. Truesdell, president of the firm, total alloca- tions for this fall represent a 15 percent increase over the same per- iod last year. The campaign is de- signed to "pre-sell the company's home instruments for Zenith deal- ers." In addition to advertising in magazines and newspapers the fall drive will include a "saturation cam- paign of one-minute, full color sales messages on five top-rated NBC network tv color shows in 10 consecutive weeks," Truesdell said, "and full tv sponsorship of the hour-long documentary on the 1964 Nobel Prize Awards in prime time over the entire ABC network on Dec. 12." Alberto-Culver, a major user of piggybacks in the past, indicated several months ago that it was try- ing to find a format for multi-prod- uct spots that would meet Code re- quirements. Products spotlighted on the in- tegrated commercial are Alberto V05 Hair Conditioner, V05 Hair Spray, V05 Shampoo, V05 Creme Rinse and V05 Hair Setting Lo- tion. The 60-second spot features a jingle that begins: "The time is now for V05/Be the you you want to be/ Alberto V05 for hair/ Says young so beautifully." Alberto-Culver was rated 10th among spot tv users last year with an estimated expenditure of more than $14 million. Agencies for V05 products in- clude J. Walter Thompson, Comp- ton Advertising and BBDO. Alberto-Culver Introduces Nevy/ Product Melrose Park, III. — A new Alberto-Culver product, Rinse Away dandruff shampoo, makes its bow on network and spot tv tonight (Nov. 2). This represents the company's second entry into the dandruff shampoo field. Agency for the new product is J. Walter Thompson. Cunningham To Head IRTS Study of ETV New York — Following on the' heels of a talk by FCC chairman E. William Henry urging commercial broadcasters to support educational television, the International Radio and Television Society has named a committee to look into the matter. IRTS's Board of Governors last week voted unanimously to estab- lish a Feasibility Study Committee, "the purpose of which will be to explore ways and means by which IRTS can aid the nation's education- al television networks and stations to meet rising costs and dimishing funds." Heading the committee will be John P. Cunningham, chairman of the executive committee of Cunning- ham & Walsh, Inc., who has fre- quently expressed his concern for the future of ETV in speeches be- fore educators, advertisers, broad- casters and broadcasting associa- tions. Impetus for the study came from an address before IRTS on Oct 2 by chairman Henry. In part, he said: "You [commercial broadcasters] op- erate the most powerful selling in- strument ever invented. If it can sell soap, automobiles and potato chips, it can certainly sell an idea with the intrinsic merit of educa- tional television. You have the know-how and you have the facil- ities." Florida Citrus Reaches Canada through U.S. Tv Lakeland, Fla. — Broadcast ad- vertising in the United States pro- vides a "free ride" for the promo- tion of Florida citrus fruits and products in Canada, according to Homer E. Hooks, general manager of the state's Citrus Commission in reviewing promotion plans for the new season. Declared Hooks: "According to coverage patterns of the ABC and CBS television networks, programs and advertising commercials telecast in this country near the Canadian morder reach at least 1.230,000 Canadian households." Citrus Commission commercials will be seen on four CBS daytime shows and seven ABC night pro- grams. November 2, 1964 23 John Tillman's award-winning on-the-spot news and Kevin Kennedy's early and late evening reports are Television News Programs that penetrate . . . inform . . . enlighten. Gloria Okon and Marilyn Grey, the only television weather girl personalities in New York add a special vital- ity of their- own to comprehensive weather reporting. Programming that keeps people more than informed is one of 20 Different Worlds of Entertainment this year that give WPIX TV/1 1 the scope, quality and appeal of a network. WPIX TV/11, New York's One-Station Network. People hear more with WPIX NEW YORK t:^.. '***«ife^»^l^ '-"^4. PROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVERTISING Whitehall rediscovers spot radio Perhaps the most notable spot radio saga of the current fall revolves around the proliferat- ing interest of Whitehall in the medium. Con- sidering that the drug giant wasn't spending a dollar in radio a year ago, the growth of White- hall's application of the medium has made this a warming topic of conversation among spot sellers. The chronicle begins with Whitehall some months ago taking a flier into spot radio. The reaction it got from the test was so good that it not only renewed the schedule but expanded the market list. There were two further expan- sions. Now Whitehall is undertaking radio tests with two of its other brands, namely BiSoDol and Dristan decongestant tablets. Markets for the BiSoDol test: Providence, Omaha, Oklahoma City and Portland. For the Dristan tablets test: Boston and Cleveland. What might have sparked Whitehall recurrence of radio activity: (1) dis- covery that radio reaches a lot of customers who don't see the Whitehall commercials on tv, (2) Preparation H has maintained a high level of sales through radio alone, and this despite the fact that a good number of code stations spurn the product. The sales result of Preparation H could have been the more influential factor for Whitehall's re-exploration of radio. Reps rap Bristol-Myers 'deals' Tv reps with stations in top markets are un- happy over the rather unorthodox Bristol-Myers strategy supposedly adopted for the buying of spot. Negotiating for bulk blocks of spots, in- stead of buying by the ratecard, is the key to the strategy. The reported Bristol-Myers pro- cedure is to approach a station in a market and ask how many rating points, over a 52-week span, it is willing to provide for a stipulated num- ber of dollars. A specified budget has been al- located for each desired market. The negotiating of the bulk buys in the required markets has been split up among the four Bristol-Myers agencies, namely Doherty, Clifford, Steers & Shenfield, Grey, Ogilvy, Benson & Mather and Young & Rubicam. Coordinating the operation is Ed Par- melee, B-M advertising manager. Why the reps are upset: deals of this sort entail discounts that are above and beyond a station's cardrate and de- liver more advantageous end rate than the one obtainable for spot tv's biggest buyers, such as P&G, General Foods and Colgate. The reps, ob- viously, are afraid that these advertisers will de- mand that the stations with Bristol-Myers deals grant them discounts equal to the B-M end rate. Incidentally, one Eastern station has had one of these negotiated deals with B-M for several months. It entails around $800,000, and served as the "guinea pig" of strategy that one of the B-M agencies chooses to describe as "using the power of money in selected markets." Coming: ABC-TV's hot breath on GF ABC-TV once again has its covetous eye cast on the $30 million that General Foods spends in network time. The target is the 1965-66 budget. Look for the dickering this time to start as early as the forepart of December, with ABC-TV's bid getting more serious contemplation than it has had, say, the past four years. ABC-TV's appar- ent edge is the fact that it has the comedy situa- tion hit of the season, around which General Foods could cluster its own "happy family" of situation serials. To Leonard Goldenson a Gener- al Foods coup would be the richest frosting on the network cake. The forthcoming competition for the GF pot poses the possibility of a repeti- tion of the tug-of-war that prevailed between two General Mills agencies in December 1960. Y&R urged upon GF a proposition from ABC- TV, while Benton & Bowles plumped for a con- tinuation with CBS-TV. B&B's submitted plan won out, but, as it turned out, the Y&R ploy in- curred a concession by CBS-TV. The network extended to GF the privilege of maintaining a series for a minimum of three years, regardless of rating weakness or incompatibility. Colgate has NBC up in air Colgate had NBC-TV on edge last week with regard to the advertiser's future intentions with The Doctors daytime serial. Colgate sponsors half of the strip and owns it, but the network su- pervises the production. Reason why NBC-TV had to know right away: The Doctors freelance producer was looking for his renewal notifica- tion. Oct. 3 1 was his deadline. CONTINUED ON NEXT PAGE- November 2, 1964 25 PROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVERTISING Esty inspection rite is on Esty's annual ritual of examining the program logs of some 400 radio stations used by its cli- ents is about to be performed. Letters are going out to reps this week, asking them to have their stations with Esty schedules to submit a log of a designated week's programing. The week is usually the one before the date on the Esty letter. The check is preliminary to issuance of contracts for the coming year, particularly for R. J. Reynolds and Ballantine. What the Esty inspectors of the logs will look for: (1) whether there's a 15-minute interval between R. J. Rey- nolds and Ballantine commercials and those of competitive brands, (2) whether Reynolds and Ballantine copy are mixed up in double-, not to say, triple-spotting, (3) whether there are too many commercials crowded into the half-hour in which Reynolds or Ballantine are scheduled. In recent years Esty has uncovered but a smidgen of what it calls "malpractices." The culprits are called on for credits or make-goods. Esty spends between $15 and $18 million a year in spot radio. From Ed Bleier: excuse the slip In a letter to the trade Ed Bleier, ABC-TV vice president in charge of programing and sales, admitted that he stretched the bow a little in a comparison with NBC-TV. The original claim by Bleier: during September, ABC-TV's after- noon share of audience was higher than NBC- TV's. In his rectifying letter, Bleier cited an aver- age of 24.5 for ABC-TV, against a 24.8 for NBC-TV. Bleier's letter passed off the slip as a "Friden calculated faux pas." Spot tv vs. spot radio: 3 to 1 A comparison that may tickle the interest of media people: for every dollar spent last year in national-regional radio spot there were $3 put into national-regional tv spot. The ratio became accessible when the FCC the week before released the financial data on the radio industry for 1963. The figures on the tv industry for 1963 came out in July. To get back to comparisons: the ratio of spot radio dollars vs. spot tv dollars is just about the same for the entire country as the average for top 10 markets. The margin used to be nar- rower for the top 10 radio vs. tv markets. Fol- lowing is how the revenue in '63 racked up for the two spot media in the top 10: MARKET SPOT TV SPOT RADIO New York $74,184,249 (6) $23,666,836 (31) Los Angeles 44,989,557 (9) 12,354,378 (31) Chicago 38,078,900 (4) 12,887,186 (27) Philadelphia 25,112,850 (3) 7,478,825 (24) Boston 19,530,937 (3) 5,277,978 (17) San Francisco 16,799,903 (4) 6,420,665 (19) Cleveland 14,862,779 (3) 4,361,526 ( 9) Pittsburgh 14,352,036 (3) 3,221,570 (21) Detroit 13,909,976 (3) 5,906,862 (12) Washington 10,892,832 (5) 3,846,792 (18) Note: Figures in parentheses denote number of stations per market. CBS making January color month Look for CBS-TV to do a little splashing of color on the air during January. A repeat of "Wizard of Oz" and "Cinderella" in tint are defi- nitely scheduled and a probable addition will be the "Royal Ballet of Covent Garden," which the network has had in the can for some time. Prospective sponsors for the ballet are being scouted. A premium-priced beer brand is report- ed to be interested in including the ballet in a large group of specials — several in color — that would be carried on CBS-TV through 1965. The investment would be around $3.5 million. ABC-TV: no cash for Crain clearance ABC-TV's top management flatly denies the report that it has made a variety of compensa- tion deals in order to get clearance for The Les Crain Show which debuts this week. The initial Les Crain hookup includes a number of stations that are not regular affiliates of the network. One facet of the report is that some of the non-affili- ates will be compensated, to some degree, in cash. ABC-TV's rejoinder: every arrangement is based on an exchange of commercial minutes in the Crain show for local clearance. The net- work keeps six minutes for sale and the linked station has the privilege of selling 14 to 16 com- mercial minutes and retaining the money. The initial week's hookup will comprise 90-odd sta- tions. ABC-TV estimates a U.S. tv home cover- age of at least 75 percent. P.S.: However, subject 26 SPONSOR to negotiation with non-affiliates: the length of protection they have against the show's capture by an ABC-TV afflHatc who later changes his mind. Christmas gift schedules paltry Christmas gift business has been coming rather slowly this year for both spot tv and spot radio. Only Chanel and Lanvin have committed themselves to radio. National spot tv's lone re- cruit so far is Prince Matchabclli, out of J. Walter Thompson. It'll be nighttime 10s and 20s from Dec. 3 through Dec. 23. Is baseball NBC's Monday solution? The guessing around the trade is that NBC- TV will make a deal for Monday night baseball for the 1965 American and National leagues season. That is, if the price is right. The leagues have anticipated a minimum of $25 million for the 26 game pickups. ABC-TV is reported to have offered $15 million, with Friday the desig- nated night. Influential factor in NBC-TV's seri- ous disposition toward a baseball deal: the net- work's programing from 7:30 to 9 p.m. de- livered a 23 share in the latest national Nielsen. Much advertiser interest in the games has been evinced to both networks and, if the price for rights is reasonable enough, the prospect of at least breaking even is figured to be relatively good. Will GM make up for radio cuts? Now that the General Motors strike has been settled, radio stations are hoping that the cor- poration itself and the Buick Division will re- store national spot money cutback the week be- fore last. The two budgets affected by schedule cancellations were GM Institutional and the afore- said Buick. Up to last week Chevrolet and Olds- mobile were standing pat with their radio sched- ules. If the stations were inclined to be philo- sophical, they might note to themselves that can- cellations such as these are the penalty for being so flexible. In tv network and print the locked- in factor serves as a protection. More food packagers for radio Tidings about a couple food accounts that have a bright touch for spot radio: ( I ) Sara Lee has bought hefty schedules (15 to 20 spots a week) in quite a number of major markets, (2) Ocean Spray Jams is running a radio test through McCann-Erickson. P.S.: Tobin Packing, a regional victualer, has renewed its sizable schedules for another six months. Colgate's station visits social Those are just routine trips that Colgate media people are making these days. If you're a seller of spot tv and you've been wondering how come all that station visiting in Colgate's behalf, there's your answer. It comes straight from Col- gate's media headquarters. Just back from a trek around the Midwest is Bob Guthrie, manager of the Colgate spot coordination and control unit at Bates. His itinerary had nothing to do with Col- gate's piggyback situation, because, as Colgate media attests, it has piggybacks on schedules in every market on the Colgate list, and without being subject to premium rates. A guide to the car families In case you're in automotives: Nielsen is peddling a new syndicated report defining the car market. It deals with automobile ownership (single and multiple), and who does the driving and actual usage. The data is by demographic breakouts and is based on the 1963-64 fall-winter NMA. The mix section — where there are both new and used cars in a family — is refined down to manufacturers and longevity. Other side of the spot tv coin Is national spot tv as healthy as it looks? Some reps are posing this question and answering it in the negative. What evidence do they cite to support their position? Answer: the BAR re- ports for September, 1964, vs. September, 1963. Of the 65 advertisers listed in the 1963 report, 35 were not back in spot in September, 1964. Even with 26 advertisers showing up in the 1964 CONTINUED ON NEXT PAGE November 2, 1964 27 PROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVERTISING report that weren't in the 1963 report, there was a net loss of nine advertisers. Among the missing accounts were such spot stalwarts as International Latex, Anacin and Carter Products (all excepting its Little Liver Pills). Others absent were Humble Oil, Desenex, John Hancock, Nabisco, Sealtest, Sterling Salt, Westinghouse. Anacin's spot billings in 1963 came to $4.6 million. Carter Product's Arrid line in the same year spent $3.1 million and the company's Rise Shaving Cream accounted for another $740,000. Latex's gross spot figure was $7.9 million. General Foods has cartoon ambitions The Post Div. of General Foods would like to follow in the footsteps of the cereal division of General Mills and build for itself a little em- pire of wholly-owned tv cartoon films. Post's nucleus for such an empire is Linus the Lion- Hearted, which made its bow this season on CBS-TV's Saturday morning line-up. Linus was put together by the Ed Graham Productions stu- dio under the supervisory eye of Benton & Bowles — a function that Dancer-Fitzgerald-Sample per- forms for the General Mills exclusively-owned cartoon tribe. Post has to go a long ways to catch up with General Mills, whose retinue of cartoons consists of Bullwinkle, Tennessee Tuxedo, Un- derdog, Hoppity Hooper and King Leonardo. All but the last are now on network. For its spot sub-empire General Mills uses spin-offs. Rocky & His Friends descends from Bullwinkle and The King & Odie from King Leonardo. Shell measuring tv copy recall How more effective is a two-minute tv com- mercial over a minute in terms of (1) remem- bered copy points and (2) cardrate differential? From a preliminary copy-recall survey Shell Oil has deduced that it got "on the right track" in adopting two-minute commercials for its current spot campaign. For the purposes of a continuing recall check. Shell split up its list between mar- kets carrying only two-minute commercials and markets airing only the one-minute kind. The two-minute "isolation" represented 30 percent of all markets. Indicated by the survey, so far, is that the memorability score for the two-minute markets is superior enough to suggest that a two-minute commercial can create more at- tention than a one-minute commercial. It will be months before Shell will consider the find- ings conclusive. $39 million in P&G serial mill For an idea of the dimensions of the world of tv soap opera: P&G is spending about $80 million a year on that type of fare alone. Some- thing you may not have realized is that P&G's yearly investment in daytime serial production, namely $39 million, ranks it among the top pro- gram producers in the medium. The subsidiary through which its five wholly-owned soapers are produced is P&G Productions, Inc. The actual work of turning out the five P&G-controlled serials is done by Y&R, Compton and Benton & Bowles. The agencies' responsibilities by series and number of programing hours a week: Y&R: As the World Turns, five hours; Compton: Guid- ing Light, Search jor Tomorrow, two and a half hours; Benton & Bowles: Edge of Night, five hours. These chores constitute the only show production for the three agencies, as far as net- work programing is concerned. Tv no part of advertiser coupon woes One thing package goods advertisers don't have to worry about from tv: retailers taking ad- vantage of coupons that offer so many cents off in the purchase of a product. Checking whether retailers are making substantial profits from turn- ing in coupons whose total exceeds product or- ders is a rather expensive business for advertisers. Dealers have been known to buy out the local quota of a women's magazine just to get the coupons. One 35-cent publication not so long ago carried coupons worth $1.95 in one issue. Some magazines are guarding against bulk buys by retailers by keeping the total worth of coupons within reasonable limits for any one issue. The retailer get 3 cents over the list price of the prod- uct as a handling charge. Sidelight: one of the top clearing houses for cents-off coupons is the Nielsen computer plant in Davenport, Iowa. The computers also tell manufacturers which dealers are going overboard. 28 SPONSOR ipansar IS FOR THE SPONSOR, NO OTHER PUBLICATION IS. November 2, 1964 29 T. J. Ready, Jr. New President of Kaiser Aluminum, says . . . "The selectivity of industrial advertising enables us to reach the markets we want to sell." "In our marketing policy, it is a fundamental that we select and serve specific markets where the need is greatest and the opportu- nity is most promising," says T. J. Ready, Jr., President of Kaiser Aluminum and Chemical Corporation. ''Industrial advertis- ing parallels this selected market approach —it puts the message where the market is— so it always will be a vital part of our mar- keting programs." Advertisins cuts the cost of selling . . . association of industrial advertisers 30 AliV 217 Madison Ave., New York, N.Y. 10016 SPONSOR Wi'^ni WttM NOVEAABER 2, 1964 SPOT NETWORK TOTAL INSURANCE: Estimated gross time expenditures in tv Percent 1963 change $ 7,346,000 16,427,600 23,773,600 1962 $ 5,118,000 15,746,737 20,864,737 Sources: LNA/BAR, N. C. Rorabaugh Plus 43.5 Plus 4.3 Plus 13.9 Life insurance companies buy tv ^policies' From State Farm to Prudential, many firms bolster grosses— and back their agents — with tv investments ■ Since the beginning of this cen- tury, the number of life insurance poHcies owned by Americans has grown about 13 times faster than our population. By 1963, total life insurance in force stood at the awe- some figure of $730 billion. That represented a $55 billion increase over the year before. What do insurance companies, doing business on such a grand scale, consider far-and-away the best advertising medium for build- ing a more favorable image of their agents? Television, of course. Net- work gross billings for all insurance companies increased, in the fast- paced 1952-1962 decade, from a paltry $600,000 to $15.7 million. Spot expenditures, of greater importance because of the regional character of many insurance com- panies, have grown equally fast. From 1962 to 1963 alone, gross tv spot time expenditures jumped from just over $5 million to more than $7.3 million — a 43.5 percent rise. In fact, many insurance com- panies are turning most of their ad- vertising dollars into the tv fold. In network, for example. Prudential's record-breaking sponsorship of C B S - T V's Twentieth Century, John Hancock's investment in NBC-TV's The Huntley-Brinkley Report and Travelers backing of CBS Reports represent those com- panies' major advertising efforts. State Farm, trading on its success- ful tv beginning last year, is now using television exclusively. State Farm commercials will again be seen regularly on NBC-TV's Jack Benny this season. Spot advertisers include John November 2, 1964 31 . . . tv policies Hancock, State Farm and Allstate, among others. Allstate is, in fact, one of the greatest users of spot. During one week this summer, All- state commercials appeared in 60 major markets, costing the company an estimated $5(),(K)(). (Total SPONSOR-cstimated spot expen- ditures that same week for 950 an- nouncements by 82 insurance ad- vertisers equalled $115,000.) Spot tv has been a strong life insurance medium for several years. In 1961, underwriters poured $5.1 million into spot and in 1962 in- creased that amount to $8.2 million, a 60 percent rise. Obviously, life insurance companies weren't just increasing advertising budgets; they were also taking the money from other media. During the same year, life insurance expenditures in maga- zines decreased 4.6 percent and in newspapers 7.2 percent. Radio, however, increased a healthy 37 percent. Equitable and Life of Georgia head the list of spot radio users. Equitable spends about $650,000 in the medium annually, with addi- tional radio money coming from co-op plans. Other spot radio ad- vertisers: Confederation, Mutual of Canada, Southland, Metropolitan and Life of Virginia. Confederation has just started using the medium and Life of Virginia is testing it. Mutual of Omaha, of course, is widely known for its use of net- work radio and spent $84,000 in the medium during the first quarter of this year. Insurance advertising is not meant to sell policies, but merely to open the door for sales repre- sentatives. By creating a favorable image of its agents and explaining the policies and services he has to offer, companies not only give agents an "in-home" introduction, but give them pride in their pro- fession and a sense of importance. The use of television to introduce insurance agents was perhaps given its fullest recognition in 1962 when the Life Insurance Institute launched a major network compaign. (The The Institute of Life Insurance spurred interest in television in 1962 when it bought network election time. This year the institute signed for one-fifth of CBS convention-election package, a $2 million buy. SPONSOR Life Insurance Institute is supported by 179 life insurance companies representing more than 90 percent of the business.) No doubt the institute's decision to use tv — and the fact that it has continued to use it — has sparked interest in the medium among member companies. "We wanted to create a sense of excitement inside and outside the industry," says Donald Barns, vice president of the institute. "Several ideas were weighed. One of the ideas involved people discussing the services that their agents had per- formed; another revolved around the agent himself. It was at this point that the institute and its agency (J. Walter Thompson) re- alized that no one could be said to look like the "typical" insurance agent. By using tv, however, the camera itself served as the agent with the viewer, in effect, playing the leading role. This helped him see various situations through the eyes of an agent calHng on clients — i.e. from a professional point of view. The institute's introduction to tv came as a participating sponsor of CBS election coverage in 1962. This schedule was for one week, beginning with pre-election shows and continuing through post-elec- tion wrap-up. To test the resuhs, the institute did some market research. Its agency set up a bcfore-and-after study of the fall tv debut and the simultaneous print campaign. In the first phase 600 males (heads of randomly selected telephone house- holds in six markets) were inter- viewed to obtain their attitudes about life insurance and agents. The second phase consisted of 1200 in- terviews among heads-of-families in the same markets, including questions about ad awareness. Of the men interviewed, 70 per- cent said they had seen at least one of the tv commercials or print ads and 26 percent said they could re- cite at least part of the advertising theme. No shift of attitudes was expected from such a short cam- paign, but in almost every case more favorable attitudes were ex- pressed among those who saw the advertising than among those who didn't. The percentage of men who indicated a willingness to listen to an insurance agent rose from 53 Prudential Life Insurance Co. of America is the longest continuous sponsor (for seven years) of a network television current affairs program— "The Twentieth Century" shown on CBS. percent to 58 percent; to discuss coverage, from 46 percent to 54 percent; to consider buying, from 16 percent to 23 percent. As a result, the institute's asser- tive decision to continue using tv came as no surprise. The commer- cials were shifted into a six-week spot schedule and in 1963 appeared on several network specials. This year the institute spent $2 million to buy one-fifth of CBS- TV's convention-election package. Institute spots appeared during the Republican and Democratic con- ventions and during four tv profiles of the candidates. Pre-election cov- erage, election returns and post- election reports are also included in the package. Current broadcast activities of life insurance companies are as fol- lows: • Confederation Life is concen- trating on a radio-newspaper mix. "This year's campaign has a new look," says David Pogson, adver- tising supervisor. "With our entry Miracles take time MFA Insurance Companies, says director of advertising W. Judd Wyatt, uses a radio network "about as big as the CBS and NBC radio networks — 200 sta- tions." If it needs further help, it likely gets it from the 73 tv sta- tions on which MFA Insurance also buys time. And radio has produced its "miracles." On a recent nighttime talk show carried by WHAS Louis- ville, for example, one listener phoned emcee Milton Metz to ask a question; What, exactly, do the "MFA" initials stand for? Metz pretended he wasn't quite sure. But listeners were, and the sta- tion was deluged with replies. Ultimately the program became a veritable "party line." In fact, two long-lapsed friendships with sponsor executives (cited in re- ferences to MFA Insurance) were renewed on the air, with the executives, in turn, calling in to say thank you. Stan Grieve of KLIK Jefferson City, Mo., heard the show as he drove to his cabin, also called in to say that his out- let, too, carried MFA commer- cials. Out-of-staters became in- volved just to renew old Ken- tucky ties. MFA Insurance Companies showed great delight at the sud- den, unplanned and unexpected show of loyalty. "But," it advised its agents, "you can't expect mir- acles from just two weeks of ra- dio advertising." The company had been sponsoring the WHAS talk show for all of eight months. What do the initials mean? Missouri Farmers Assn. Insur- ance Companies. November 2, 1964 33 Union Central will continue to have at least one network tv show a year by repeating the NBC Project 20 presentation, "The Coming of Christ," again scheduled for mid-December. . . . tv policies last November into the individual health field we devised a new campaign promoting the concept of 'complete personal protection.' We selected newspapers as the main me- dium because government involve- ment in the medical field meant modifying ads in certain areas. "As a strong support program we developed seven 60-second radio spot commercials using dramatic story situations to put across policy benefits." These commercials, fol- lowed by a personal message from the local branch manager, this year will be aired more than 2600 times over 38 stations during the peak a.m. period. Merchandising was done with a large portfolio containing reprints, schedules and a plastic recording of the radio spots. Objectives: to promote the new plans and to picture company agents as advisers and partners in planning complete protection; to continue to promote the company as an industry leader. • Connecticut General, histori- cally a magazine advertiser, experi- mented with radio this year for the first time. The company purchased five-minute news and sports pro- grams in its major markets through- out the country. One-minute com- mercials, which included a local tag, told listeners about Connecticut General's services. They were scheduled during drive-time. Re- sults of the ad program, according to director of advertising Robert Chamberlin, were: (1) a greater awareness of the company in the public mind, (2) aid in the re- cruiting area, particularly in sales and (3) better information about Connecticut General product ad- vantages, both for prospective pur- chasers and policyholders. • Equitable. What started four years ago as a four-week radio test has now developed into a large annual radio account. Spot radio campaigns in the spring and fall are carried in prime time by more than 500 stations in 250 markets. Each spot carries a local identifi- cation tag-line. The company's an- nual co-op plan adds "considerably" to the radio budget. 1964 marks Equitablc's 10th year of advertising "living insur- ance," a theme featured in both radio and magazine promotion. • John Hancock. John Hancock's advertising program includes partic- ipating sponsorship of The Hunt- ley-Brinkley Report and spot tv in key markets where main John Han- cock offices are located. The television commercials were designed to support sales activities by paving the way for the agent's call, according to Lcavitt Howard, second vice president, advertising. To dramatize the flexibility of John Hancock programs, the JH agent is dominant in all commercials, helping prospects establish their needs and showing them how life insurance can help attain personal financial security. John Hancock is shown as a modern, dynamic com- pany. Last year John Hancock spent $1.5 million in spot tv alone. Previous to its 1963 buy, the company's only other tv experience was as co-sponsor of five Pro- ducers' Showcase programs on NBC in 1957. A study conducted after this brief experience revealed that the shows "had been extremely effective in increasing consumers' knowledge about the company and increasing its prestige and reputa- tion." Television was not used the next year because the program was not offered again and JH did not see another program it liked. Agency: McCann-Erickson. • Life of Georgia uses posters and radio for its basic campaign. The theme, "because you love them," is now in its fourth consecu- tive year. Four seasonal "waves" of commercials are used, coordinated with outdoor posters. The one- minute spot radio messages "talk about" the scene on the posters. The radio spots, which use a "Because you love them" musical theme in the background, are being aired on 179 stations for a total of 13 weeks, weekdays at peak traffic hours. Each "outdoor-radio wave" is merchandised to the field force with an agency meeting aimed at selling the types of insurance featured. There are special giveaway items provided for all agents to use in connection with each adver- tising crest. 34 SPONSOR John Hancock's advertising includes par- ticipation in "The Huntley-Brinkley Re- port" on NBC and spot tv in key markets. iv ., This year, State Farm Insurance has poured all of its advertising budget into the sponsorship of NBC's "Jack Benny." ,M )i .m ■^'m -j^y Travelers sponsors "CBS Reports," as well as two-day telecast of "Masters Golf Tournament.' Life insurance facts and figures • Life insurance protection of all kinds in the United States has grown to more than $785 bilHon by 1964. • During 1963 Americans purchased $89.5 billion worth of new life insurance from legal reserve companies, 12.4 percent more than they had bought the year before. • Life insurance buyers, again in 1963, leaned most heavily on ordinary insurance which amounted to well over two-thirds of the total purchases. • Ordinary protection bought in 1963 amounted to $64.2 billion, $7.2 billion more than in 1962. • Group life purchases totaled $18.1 billion, up $2.6 billion. • American families received payments totaling $10 billion from their life insurance policies and annuities. Of this, $5.8 bil- lion was paid to living policy holders, $4.2 to beneficiaries. • At the end of the year life insurance companies held $141.1 billion in assets, invested for the benefit of policy holders and their families. These assets increased 5.9 percent during the year. • A little over half the people in the United States over 65 have some kind of life insurance. • Some 94 percent of all husbands earning $15,000 a year or more own life insurance. • IJfe of Virginia. In addition to its primary medium — outdoor — the company has been testing local newspaper and spot radio this year. The objectives of the program are to promote Life of Virginia's pro- graming of insurance needs to in- crease public awareness of the com- pany. The firm is exploring the ef- fectiveness of sustained local radio and newspaper. • Metropolitan. A latecomer to television. Metropolitan first entered during 1962-63. Last year, the com- pany spent $1.5 million on network tv and introduced a tv co-op plan. Under its terms, local field men can participate, either individually or as a group, in local tv advertising on a share-the-cost basis. The home office reimburses the field man 50 percent with the maximum set at $100 per commercial. In early April, Metropolitan launched a campaign built around the theme, "the fourth necessity." This presented the proposition that after food, clothing and shelter, the fourth necessity is enough life in- surance to guarantee the first three for a man's family. The campaign was launched in magazines and on NBC network radio. Metropolitan's health and safety messages also con- tinued in magazines and on radio. • Mutual of Canada. Most of this company's ad expenditures are still going into newspapers, but this year a spot radio campaign is being con- ducted over three Toronto stations during drive-time. • National Life and Accident. Vice president Powell Stamper says the company's advertising objec- tive is "to enhance and extend Na- tional Life identity and help field men get doors open." To accomplish the objective, it is turning to radio and tv. Tv spots are used January through May and Sep- tember through December; radio and outdoor, during the three sum- mer months. The program is con- centrated in major areas in which the company has a large number of agents. • Prudential has the distinction of being the longest continuous sponsor of a network public affairs program on television — seven years on CBS-TV's The Twentieth Cen- tury. Total company expenditures in network tv for 1963 amounted to $4 million. Plans for the 1964- November 2, 1964 35 As well as featuring the insurance agent, Prudential commer- cials highlight "taking care of those who depend on us." . . . tv policies 1965 season call for renewal of The Twentieth Century and continu- ation of the widely-used film-lend- ing and teachers-guide services as- sociated with that program. In ad- dition. Prudential will be a partici- pation sponsor of five National Foot- ball League telecasts from Nov. 8 through Dec. 6. Agency is Reach. McCHnton. • Southland Life. Although mag- azines form the bulk of Southland's advertising, local newspapers, out- door boards and radio were added this year to peak up the promotion at different times. • State Farm. A new line of life insurance was introduced by State Farm in 1963 via print and tele- vision. The October, 1963, Reader's Digest ad featuring Jack Benny was designed to reflect the theme of the company's tv debut — "State Farm sells life insurance." The com- mercials on The Jack Benny Show have effectively brought attention to State Farm's new line of life in- surance, says Charles B. Foote, di- rector of advertising. During the 1963-1964 season the film commercial was designed to build more awareness of the life insurance line "that is the same good deal as State Farm car insur- ance." This year's life commercial takes its theme from the well-known whis- per game in which information is passed from one person to another. In it, facts about State Farm's new life line are passed along and added to, person by person. This form of I can't attord more life Insurance. I need money to send the kids to college. Why not put the money in a John Hancock Education plan. ..you guarantee money for their college expenses whatever happens. What if Johnny wins a scholarship? Well, your money wouldn't be tied up. You could use it any way you want. John Hancock uses scenes from tv commercial for trade-paper advertising. This advertisement has appeared in at least 16 insurance magazines this year. 36 SPONSOR ^Metro man' and mass media There have been more social changes in the last 25 years than in the previous 1000 — among them, the rise of the "metro man" who lives in high-rise city apartments, guarded by doormen, and who works in offices or plants inaccessible to the old-style insurance agent. That's what Pierre D. Martineau, director of research and marketing. The Chicago Tribune, told the Life Insurance Advertisers Assn. at their recent annual meeting. Because of these modifica- tions, he said, insurance companies should aban- don the agency system of seUing. The only way to get the life-insurance message across to the con- sumer is through the use of "relevant and mean- ingful mass communication," Martineau advised. "Metro men" are not impressed by company size or reputation. They simply want to know, "Can you do more for me at a lower price, and if not, why not?" The successful way to reach them is through the proper use of mass media. quiet entertainment is expected to return resounding results. "Used on the Jack Benny Show, which already enjoys widespread sponsor-identification with State Farm, the commercial should pro- duce measureable gains in the pub- lic's association of life insurance and State Farm," says Foote. • Travelers. Network television and national magazines have been carrying the majority of Travelers' advertising this year, the 100th anniversary of the companies. On tv, Travelers sponsors the award- winning public affairs series, CBS Reports. This program reaches a large audience of top prospects for the sale of all forms of insurance, according to Herbert Kramer, di- rector of public information and ad- vertising. High point of the 1963-64 series, he adds, was the 90-minute special, D-Day Plus Twenty Years, in which Gen. Dwight D. Eisen- hower revisited the battlefields of the Normandy invasion. For the first time in CBS network history, a perfect station clearance record was achieved for a scheduled network program. Also, Travelers co-sponsored, for the sixth consecutive year, the two- day telecast of the Masters Golf Tournament. • Union Central. Although its major emphasis is on consumer magazines, Union Central will con- tinue to have at least one network tv show per year by repeating the NBC Project 20 presentation. The Coming of Christ, scheduled in December. ♦ Ey their trademark, shall ye know them? "The average person is exposed to between 800 and 1100 commercial messages a day, each day. Very few of them implant a significant memory image." So says Royal Dadmun, president of the design and marketing consultant firm that bears his name. This seems notably true in the insurance field. Even long- time use of a company trademark does not assure that the public will identify it correctly or that the trade- mark will necessarily communicate favorable concepts. Such are the results of Insurance Company Symbolism, a research study just completed by Royal Dadmun & Associates. Highest figure for correct trademark identification (with company name masked) was 64 percent for Prudential's Rock of Gibraltar. Metropolitan Life In- surance's long-used tower symbol was correctly identi- fied by only 31 percent of the 183 respondents tested. When respondents were shown insurance com- pany trademarks and asked to identify the type of business they represented, 41 percent associated the Travelers umbrella with insurance. Just 16 percent identified the Mutual of New York (MONY) symbol with insurance, and 13 percent associated Connecticut General's contemporary monogram with insurance. (In fact, 65 percent identified it with industrial goods.) Dadmun notes that, in their attempts to reach the consuming public directly via print media and tv ad- vertising, many other financial institutions — such as banks and brokerage firms — may be encountering an equal need for effective trademarks. November 2, 1964 33! Battle of the foils heavy OUM.y f, »=« IE IE ar le r» t j> V-* r- <> I i_ r^T ^.AXSZUA^ WRAR FREEZER BROILER • OUTDOOR FOIL. Swift kitchens recommend a premium butterball turkey with orange marmalade glazing that calls for roasting under an Alcoa Wrap tent. ■ Two Ts — television and test kitchens — are the key to an enor- mous new advertising effort now in progress on behalf of the Alcoa Wrap Div. of the Aluminum Co. of America. By the end of its compact but emphatic pre-holiday advertising schedule, this effort may well make a major change in the kinetic alum- inum foil market, already clicking cash registers to the merry tunc of $110 million a year. But in the food-wrap-pack busi- ness, where the housewife can — and often does — change brand with every roll she buys, share -of- market competition is sometimes as hot as an over-heated oven. The advertising problem, therefore, is not only to woo and win her, but also to keep her. To do so, Alcoa is spending a hefty $600,000 in 14 weeks — all of it in television. The campaign calls for $300,000 for network ad- General Mills' Betty Crocker kitchens suggest boat-shaped pies made of their pie crust mix and equipped with sails made of Alcoa Wrap. General Foods devised decorated helpings of Jell-O, served in cus- tard cups made to look like animals, thanks to Alcoa Wrap wrappings. 38 SPONSOR Alcoa Wrap launches the $110 million foil market's largest tv cam- paign. Goal: to overtake Reynolds and increase lead over Kaiser vertising on NBC-TV and an addi- tional $300,000 in spot — and all of it scheduled between Aug. 29 and Dec. 30. The dollar figure is staggering in itself. It becomes an even greater blow when compared with previous ad budgets, for this is not only Al- coa's biggest tv fist ever, it's also the all-time biggest punch ever taken by a foilmaker. Alcoa was virtually forced to take to tv in order to meet — or beat — competition, namely Rey- nolds and Kaiser. Reynolds reputed- ly holds 55 percent of the aluminum foil market and, although it's not active in spot tv at the moment, has been a heavy user in the past. Alcoa is considered number two on the foil totem pole with a 20 per- cent market share. Kaiser ranks third with an esti- mated 1 1 percent. But this prod- ucer, well aware that households collectively can consume as much aluminum as some industries do, is stepping out to boost its foil sales via heavy tv investment. In fact, one industry observer estimates that Kaiser may be spending as much as $100,000 a month in spot tv to promote its foil. Using BAR and other sources, however. Sponsor took its own look at the foil market and its ad- vertising patterns. For example, during two separate weeks this summer (normally a good sales period because of warm- weather threats to food preserva- tion, plus stepped up consumption for picnics, outings) just two foil advertisers showed much activity in spot television. Scott Paper's Cut- Rite (through J. Walter Thompson, New York ) was spending about $2500 a week, while Kaiser Alu- minum (through Young & Rubicam, San Francisco) was investing some $2000 a week. Together, they used only about 12 of the top 75 mar- kets. And projecting such expen- ditures to an annual figure indicates that their combined spot tv efforts would rank only in the $120,000 category. The figure is undoubtedly conser- vative. Even so, the Alcoa project of $600,000 is exactly five times as much — and certainly more than five times as strong, since it's being compacted into 14 critical weeks, rather than spread throughout the year. Yet. it's not easy to wrap up the food wrap market, for foil manu- facturers don't have it all to them- selves. They have to share it with plastic film-wax paper makers, too, not to mention the makers of bags. There are an estimated 100 entries in all, including both private and regional brands. During the same isolated periods last summer (and in 10 to 15 dif- ferent markets), Dow Chemical's Handi-Wrap, Union Carbide's Glad Armour serves up a Golden Star ham with a special glaze that depends on Alcoa Wrap covering during the glazing period inside the oven. November 2, 1964 Nestle's Choco-Bake liquid chocolate and Alcoa Wrap are combined to make pie crust that requires no baking and also leaves pie pan clean. 39 Wrap and Technical Tape Corp.'s Tuck Products were putting some $5300 per week into spot tv. When they were later joined by Cut-Rite (which markets waxed bags, sand- wich bags, and waxed paper in addi- tion to foil), the total tv spot tab rose to something like $6200 a week. That doesn't mean Cut-Rite added $900 to the pot; rather, each company's outlay was reapportioned enough to increase the total by that amount. In comparable terms, then, the Alcoa effort can only be described as major. Neither the advertiser nor its agency — Ketchum, MacLeod and Grove of Pittsburgh — denies it. Besides bringing Alcoa Wrap right smack into the tv spotlight, plans call for giving it an extra boost by demonstrating unusual new uses of foil, as suggested by the exacting test kitchens of five major food com- panies — Armour & Co., General Foods, General Mills, Nestle and Swift & Co. In addition, each kitch- en shows how Alcoa aluminum foil can be used in the preparation of a particular recipe. Although recipes themselves aren't novel in aluminum foil advertising, endorsements by such well-known test kitchens de- finitely are. There's incentive for the kitchens, too, of course, since they can cite the products they represent. Such tie-ins — like the timing of the campaign — were deliberate: with Thanksgiving and Christmas well on their way, the current tall season is considered "prime time" for pro- moting, not only foils, but how to use them in cooking and/or preserv- ing turkeys, hams, pies and other holiday dishes. (The market peak for foil occurs during the last four months of the year.) Ketchum, MacLeod & Grove id- entifies the commercials for sta- tion placement only as "Alcoa Wrap commercials." Account spokesman Roy Wilson explains that it wasn't felt necessary to mention the famous kitchen products because ( 1 ) the commercials are well integrated, (2) they're Alcoa advertisements paid for by Alcoa and (3) they had been cleared "down the line" by the NBC network. Since major place- ments have been with network af- filiates, plus another 19 stations, there's been "no problem whatso- ever" over station acceptance and/ or product protection. And since the campaign's been on the air since late August, there's been ample time for stations with firm policies on commercial integration to voice their objections, if any. (Note that a few stations, con- cerned about piggybacks, refused to accept the M&M-Crisco commer- cials that promote cookies using M&M candy for taste and Crisco for lightness. In those advertise- ments, however, costs are believed to have been shared. Jerry Lasner, senior editor of the NAB Code office in New York, says, "The M&M- Crisco commercials are well inte- grated as far as we're concerned, and the Alcoa Wrap-famous kitch- ens commercials sound as though they're even better integrated." These commercials have not been brought to the attention of the Code office, however. ) Even though the five kitchens are almost as prominently featured as Alcoa foil, they're not sharing in the cost of any part of the campaign. "We are happy to get the endorse- ments of these famous kitchens," says Bill Benghauser, director of marketing for Alcoa Wrap. "We didn't want any strings attached." Alcoa Wrap's total annual ad budget, managed by KM&G, runs about $1 million, of which some $400,000 has already been spent this year, mostly for print. On television, Alcoa Wrap com- mercials appear regularly on The Huntley-Brinkley Report under a corporate buy of the Aluminum Co. of America, via Fuller & Smith & Ross. (The parent company has 15- | minute segments of Huntley-Brink- ley every Monday and alternate Wednesdays. Alcoa Wrap is alloted a 30-second spot during each show.) The new and already-started cam- paign, featuring endorsements by the test kitchens, includes 29 spots on Huntley-Brinkley (substitutions ' within the Alcoa Wrap allocation), 96 spots on NBC-TV daytime net- work shows and 30 spots on sta- tions in each of Alcoa Wrap's 19 major markets. Although the net- work schedule is all on NBC-TV, Alcoa and AM Michael Redgrave stars as British naval hero, Horatio Hornblower, in one segment of "Alcoa Theatre 14" series on Pittsburgh, Pa., radio. Orson Welles narrates "Black Museum," stories from Scotland Yard's gallery of death, also stars in "Lives of Harry Lime," another radio drama. 40 That wise owl of advertising, the; Aluminum Co. of America, spends close to 250,000 annually in order to promote its family of products on radio. By far the major portion of this money — an estimated $225,000 — is used to advertise half a dozen products via radio spots placed in some 70 to 80 key markets through- out the country. Significantly, the remainder is spent on two regular radio shows in Pittsburgh, headquarters community not only of Alcoa but of other major industrial firms, some of which are potential users of aluminum output. One of these regular programs is SPONSOR II Voting vignettes Aluminum Co. of America is also using pre-election time on KQV Pittsburgh to deliver a '"your vote counts" message to local radio listeners. The public service series tells how "one vote chanced the course of history in various political crises of the past," through a series of 15-second, 30-second and 60-second "vignettes," as sta- tion KQV identifies them. These aren't commercials at all, in fact, for there's no promo- tion whatsoever for Alcoa products, merely a credit-giving tag line: "Alcoa urges you to support the candidate of your choice. Contri- bute generously. Vote wisely." The campaign was a KQV radio idea, and the station had the vignettes made up, then offered them to Alcoa. The sponsor in turn was offered a very attractive package: a vignette is being aired once every hour for three pre-election weeks, as of Oct. 12, for a total of 84 each week. Cost of the entire series is a bargain $1000. local buys are on CBS-TV and ABC-TV stations as well. The daytime network buys in- clude Make Room for Daddy, Lor- etta Young, Jeopardy, Say When, .The Doctors. Word for Word and 'Let's Make a Deal. ! Spot buys were a bit of a prob- lem, according to Roy Wilson, KM&G account executive. "We took the best prime nighttime spots we could get in each market. But the fact that we wanted only 14 weeks, coupled with holiday and pohtical buying, made the schedule difficult to complete," Wilson ex- plains. "We had to delay the start of our spot campaign one week be- cause of the Democratic convent- ion," he adds. Local time was bought in the following 19 markets: Baltimore, Boston, Buffalo, Charlotte, Chicago, Cleveland, Dallas, Detroit, Green- ville-Spartanburg-Asheville, H a r t- ford-New Haven, Los Angeles, Miami, New York, Philadelphia, Providence, Raleigh-Durham, San Francisco, Washington and Wins- ton-Salem. Although in competition with many kinds of wrapping materials. Alcoa Wrap's greatest challenge is to catch up with Reynolds Wrap. At the moment, Reynolds is offer- ing a 10 cent discount on its prod- uct and has also launched a joint promotion with the Cling Peach Ad- visory Board and Kellogg's Corn Flakes. Together, the three are using Sunday supplements to promote a recipe that combines fried chicken, corn flakes and peaches. Reynolds' tie-in: use foil to keep pan clean. While Alcoa Wrap's new com- mercials also feature other products and companies, the campaign comes off with a unique twist — endorse- ment of the Alcoa product by the other companies. As noted, each company in turn gets the chance to promote its own products by in- cluding them in suggested recipes: • Betty Crocker proposes mak- ing pie crusts into boat forms, fill- ing them with fruits and using Alcoa foil for masts and sails. • General Foods' kitchens sug- gest individual, decorated servings of Jell-O in custard-cup party dishes covered with Alcoa Wrap. • Armour proposes using Alcoa foil with a special glaze recipe for Armour Golden Star hams. • Swift kitchens recommend an orange -marmalade-glazed Swift Pre- mium butterball turkey, roasted under a tent of the aluminum foil. • Nestle's Choco-Bake liquid chocolate and Alcoa Wrap are com- bined to make a pie crust that re- quires no baking and leaves a clean pan. ♦ InBC's Meet the Press, heard in Pittsburgh on station WJAS. Spon- sorship is budgeted at $1 120 for 16 half-hour programs. Another regularly sponsored ra- dio program is Alcoa Theatre 14, Iheard on KQV Pittsburgh and bud- 'geted at some $25,000. More impor- tant, however, is that this buy may be a forerunner of radio buys to come, if Alcoa's renewal of the ser- ies (it began last year) can be con- sidered a meaningful clue. "Alcoa is pleased to return as the sponsor for this top-quality radio series," says B. B. Randolf, mana- ger of radio and television for the Aluminum Co. of America. November 2, 1964 "When the announcement of the series was made last year," he con- tinues, "we felt the series to be the best in drama that radio can offer. Letters received from listeners — and press reaction — generally in- dicate to us that there is certainly a place for good drama in today's radio broadcasting industry. We are gratified by this response." Reintroduced in early September of this year, the radio-drama series is presented as an hour feature made up of two half-hour programs with independent plots and characters. The programs are heard on Satur- days at 1 1 p.m. and on Sundays at 8 p.m. Programs within the series fea- ture top-flight British and American acting talent, including Sir Laurence Olivier, Orson Welles and Michael Redgrave. The current Saturday-Sunday schedule pairs The Lives of Harry Lime, starring Orson Welles as the third man, with Theatre Royale, an anthology, on Saturdays. Sunday episodes include The Black Mu- seum, which is based on Scotland Yard stories and is narrated by Wel- les, plus Horatio Hornblower, with Michael Redgrave in the title role as the English naval hero. KQV Ra- dio's Dave Scott is program host this year, as he was last. 41 Frugal sell — lavish payoff Savings and loan association deposits no commercials in tv film features, gets interest — and deposits — in return ■ The "soft, soft sell" and perhaps the ultimate in motion picture spon- sorship image building on television — uninterrupted film showings — has paid handsome dividends for Atlanta Federal Savings & Loan Assn. Georgia's largest S&L, through George Crumbley Advertising, is a staunch advocate of air media, and a firm believer that the way to win the public as friends and customers is through an advertising policy that is "in the public service." And, though a relative newcomer to ex- tensive tv use, Atlanta Federal's approach to film sponsorship has scored heavily with viewers. As a result of the keen competi- tion among financial institutions in growth-minded Atlanta, the S&L company (one of the city's largest local advertisers) decided late last year to move into video in a big way. It is the only S&L currently using tv in the city, with competi- tion battling in other media. With typical financial institution caution, Atlanta Federal keeps its advertising budget secret, but a spokesman notes that at this time just under half of its total ad ex- penditure goes to broadcast. This represents a substantial increase in outlays for air media, with tv re- ceiving the lion's share. Watching a run through of one of Atlanta Federal's "soft, soft sell" commercials are (l-r) Rusty Bruton, production manager of WSB-TV; Mrs. Bett Johnson, the S&L's assistant vice president for advertising and public relations; and Johnny Beckman, who is the sponsor's on-air personality. 42 The S&L's most successful tv venture to date has been Thousand- aire Theater, aired each month on WSB-TV. Atlanta Federal experi- mented with its initial broadcast in , this film series by presenting mes- , sages only at the beginning and end of the picture. The immediate re- sponse to this format was so tre- mendous that the association has , followed it for all film showings. Videotape commercials used only < at the open and close range from one to three minutes in length and i feature Johnny Beckman, a well known local personality who deliv- ers the low pressure sell. Once or twice during the film, an "Uninter- rupted by Atlanta Federal" slide is superimposed at points that do not, the client insists, interfere with the continuity of the movie. "Hundreds of letters expressing gratitude" were received by the sponsor following the initial show- ing, says WSB-TV's production manager. Rusty Bruton. "Some of the letters said that they were trans- ferring their business to Atlanta Federal in appreciation of the ges- ture," he continues. The station also received scores of laudatory letters and phone calls. And the accolades have continued to pour in. Noting this, Atlanta Federal's assistant vice president for ladver- tising and public relations, Mrs. Bett Johnson, offers this advice: "1 recommend heartily the use of un- interrupted movies for any adver- tiser, not only for viewer reaction but for sure fire business results." Atlanta's newspapers have also paid tribute to the association's un- interrupted film showings. The Con- stitiit'-on's Paul Jones points out that prior to Atlanta Federal, viewers in SPONSOR W. O. DuVall, president of Atlanta Federal Savings & Loan Assn. the city "had tried in vain" to con- vince stations and sponsors to re- iduce commercials, "but now the message has gotten through to the men responsible for presenting such entertainment," with extremely pleasing results all around. The success of the film presenta- tions has spread beyond Atlanta and other S&L institutions in Miami, Dallas and other cities have made inquiries to WSB-TV regarding Atlanta Federal's format. The S&L followed its policy of ("viewer consideration" during its * recent sponsorship of a special half- hour film keyed to the city's Civil War Centennial celebration. Death Knell — Atlanta, 1864! was aired on WAII-TV, and the only sponsor identification during the showing was a "Presented by Atlanta Federal Savings" credit at the opening and close of the film. No other messages were used. The production was so enthusi- astically received that a repeat show- ing was broadcast, with the same absence of commercial messages. Ever aware of the benefits of good public relations, Atlanta Federal has found other uses for the film since its video sponsorship. The S&L has had 16mm prints made, and they are available for distribution to civ- ic groups, schools, clubs, churches. etc. throughout the nation. A copy has even been requested by the Na- tional Archives in Washington. This distribution is a logical ex- tension of Atlanta Federal's tv film sponsorship, and is expected to have long term benefits for the S&L sim- iliar to the goodwill resulting from uninterrupted film telecasts. The interest expressed by other associations in this commercial for- mat for film showings could herald a savings and loan movement to tv. The service-conscious financial in- dustry may have found a new device for influencing viewers and winning customers in the increasingly com- petitive battle for saving dollars. ♦ Lone tv spot gets radio boost Checking the storyboard for BusinesScope's combination of insti- tutional sell and business news are (l-r) KHOU-TV's Tom Dowden, and sponsor S. R. Jones, president of First Pasadena State Bank. How can a conservative, image-conscious institu- tion like a bank best use air media to reach busi- nessmen? First Pasadena State Bank (Houston, Tex.), for one, has an answer — a tv combination of business news sandwiched between two soft sells aired during the dinner hour. Called BusinesScope, the one-minute tv an- nouncements feature a 30 to 40-second middle seg- ment devoted to the week's top business story in the Houston-Pasadena area. This segment is preceded and followed by 10-second institutional soft sells. The "package" commercial is aired each Friday within a 6 to 6:30 p.m. local news broadcast on Corinthian Broadcasting's KHOU-TV. First Pasadena has been so satisfied with its resulting image that it has renewed BusinesScope for a second 13 weeks via Kaplan-Chamberlin. Indications point to the possibility of other ad- vertisers adopting the format. KHOU-TV reports that it has received several inquiries from potential clients who have expressed interest in combining business news with an institutional opening and close. First Pasadena is so happy with their tv minute — once a week — that they're promoting it with a spot radio campaign! K> November 2, 1964 43 ma ■ Soda fountains no longer have a corner on popular fizz, frosted, malt and other milk-based drinks for kids. Today's supermarket shelves are heavy with additives that encourage the youth market to drink these specialties at home. Available in various forms — powders, syrups, tablets or aerosol sprays — these products make up a booming $138 million market. If recent test market results are any indication of future sales suc- cess, there is a powerful new entry in this market. It's called Jack Frost- ed. The product name was derived from the Jack Frost symbol of the National Sugar Refining Co., origi- nator of the new additive. Although Jack Frosted is indirect- ly in competition with products pro- duced by such food giants as Corn Products, Borden Foods Co., Her- shey, General Foods, Cocoa-Marsh, Nestle and Pet Milk, it is the only refrigerated aerosol-canned milk ad- ditive that makes a chocolate frost- ed drink. Completely tv promoted. Jack Frosted was able to achieve 100 percent distribution in the Albany- Troy-Schenectady area supermar- kets in three weeks. Research con- ducted seven weeks after the prod- uct's introduction through random phone calls revealed the following: • 76 percent of 1035 women with children from 4 to 14 used milk additives; 24 percent did not. • 62 percent of the women who used milk additives had heard of Jack Frosted. 44 • 22 percent, or roughly a third of those who had heard of the brand, had already bought the prod- uct, and 9 percent bought more than one can. (Stated another way, 41 percent of those who bought Jack Frosted during the first seven weeks had repurchased it during that pe- riod.) • The average rate of purchase among repeat buyers was approxi- mately two cans every three weeks. Jack Frosted was introduced in the Albany-Troy-Schenectady mar- ket on May 11. By May 17 it had achieved 80 percent distribution — all stores except A&P. The first week in June, A&P was won over and 100 percent distribution was reached. After the results of the research were known, the product was dis- tributed to all cities in New York, overlapping into fringe areas of Ver- mont and Massachusetts. In each city tv is the only major medium being used for support. In New York City, perhaps the hardest market to break into, the Albany success story was repeated — 100 percent distribution within three weeks. Robert E. Burke, president of Food Enterprises Inc., broker for Jack Frosted, says the product has achieved full distribution in the New York market faster than any other product the firm has handled. "At this early date the movement out of stores is excellent and above our ex- pectations," he comments. "Accep- tance by the consumer has been ex- cellent. A repurchase ratv has been established after only three weeks of distribution." Sales are going so well that the product entered distribution in New England and Philadelphia, Baltimore and Washington, D.C., by the end of October and is expected to make the national scene next year, ac- cording to Mark Fox, advertising manager for National Sugar. At least part of the product's success must be attributed to its lo- cation in stores. Jack Frosted is found in the dairy section, as close to the milk as possible, and is there- fore more readily accessible than : competitive powder and syrup prod- ucts found on the shelves. Advertising support calls for five- or six-week "waves" of one-minute commercials on spot tv. After each wave there is a two- or three-week hiatus before the next wave begins. A 52-week pattern of such waves is scheduled in each market. The ad pressure in the markets is de- creased each time a new wave of commercials commences. Starting with 200, the rating points diminish, to 60 to 40 and then are sustained at the lower figure. The use of waves starting and stopping at regular intervals creates a recall among viewers, according to Alan Pesky, account executive on Jack Frosted at Papert, Koenig. Lois. In the New York market alone, Pesky estimates the cost of the tv waves will run about $100,000. About 15 children's programs are included in the first wave of com- SPONSOR Markets for tv-promoted Jack Frosted mushroom, as the competition thickens in $138 million milk additive field iricli results from tv Jack Frosted aerosol spray milk additive achieved 100 percent distribution in the New York area within three weeks. Success prompts market expansion. In each market the product is supported heavily by tv advertising. Commercials (shown here) feature puppet character Jack Frost. mercials ending the third week in November. Buys have been made on the following shows: WNEW-TV— 5o«py Sales, Mick- ey Mouse Club, Wonderama; V^P\X-Ty—Touc/ie Turtle/ Hercu- les, Superman, Rocky and His Friends, Frontier Circus, Abbott & Costello, The Three Stooges, Bozo the Clown; WNBC-TV— Birthday House; "^CBS-TV— Captain Kan- garoo,. Mr. Mayor, Tennessee Tux- edo/Quick Draw McGraw. Each program host will do a live lead-in and lead-out for commercials on Soupy Sales, Wonderama and Bozo the Clown. The commercials themselves fea- ture a puppet character named Jack Frost who introduces and demon- strates the product. "It's like having your very own soda fountain at home," he tells kids. "You'll find it at your grocer next to the milk." Diversification, although common among many industries, is still new to the sugar industry. At this time, major competitors of National Sugar — American Sugar and Sugar Cane • — as well as other sugar companies, do not produce products outside of the sugar line. Two companies have produced products with sugar bases, however. Great Western Sugar mar- kets Accent, a sugar derivitive which brings out the flavor in foods, and SuCrust markets molasses and a dry fondant for bakers, also con- taining sugar. Although Jack Frosted also con- tains sugar as a minor ingredient, the product is considered least like November 2, 1964 45 the usual line of sugar products. (In total sales of all products Na- tional Sugar is considered second only to American Sugar.) Competitors of Jack Frosted come from the food industry. Among the latest are three products of Borden Foods Co. One, Borden's milk- shake— claimed to be the first ice cream-thick milkshake from a can — is a refrigerated product made from ice cream mix and milk. Another is Moola Koola, a rcady-to-drink milk-based product in a can. The item requires no refrigeration and is promoted as "a new soft drink that comes from a cow." Both Borden drinks are vitamin- enriched and come in chocolate, vanilla and strawberry flavors. Since successful test marketing last spring, the products have been launched nationally on a market-by-market basis. Heavy advertising backing, placed through Young & Rubicam, utilizes tv, as well as newspapers and introductory coupons. The tv ad- vertising has been placed on net- work children's shows. A third Borden entry, also han- dled by Y&R, is a Dutch chocolate drink. In contrast with Jack Frost- ed, which is only advertised on kids' shows, the Borden product is pro- moted on adult programs as well. The vehicles for reaching children include ABC's Winchell and Jerry Mahoney, CBS' Captain Kangaroo and NBC's Sherry Lewis. Adults are reached through NBC's Say When, Play Your Hunch, The Price is Right, You Don't Say, Loretta Young and Make Room for Daddy. (Moola Koola is also sometimes pro- moted on adult programs.) Pet Milk Co., St. Louis, is the only entry other than Jack Frosted trying out a milk additive in an aer- osol container. Called Big Shot, the product is designed to look like a "soda jerk." This chocolate fudge- flavored syrup is offered as "the first self-mixing milk additive that needs no refrigeration." General Foods' Birds Eye Div. has introduced the first home ice cream soda — Sodaburst. Although the product is actually a water ad- ditive, it is vying for the same mar- ket as the other products mentioned. Now being distributed in several markets, it consists of a frozen cy- lindrical-shaped unit of ice cream, syrup and carbonation in a paper container which, dropped into water, makes a chocolate or strawberry ice cream soda. Advertising on tv and newspaper promotes Sodaburst as "the real ice cream soda that makes itself at home in a minute." In addition to the new products mentioned there are plenty of well- established brands available. Among them are Nestle's powdered choco- Mark Fox, ad manager for National Sugar & Refining Co., and Alan Pesky, account executive on Jack Frosted at PKL, discuss tv plans for National Sugar's milk additive. late mix. Corn Products' (Best Foods Div.) Bosco milk amplifier and Her- shey's syrup. During one random week this summer, the milk-additive con- tenders* (old and new) spent about $40,600 in spot television time. If this amount were extended it would mean about $124,000 is spent in spot tv each month and $1.7 mil- lion for the year. Greatest spenders during the week under observation were Bosco with 91 spots costing $18,613, Clanky Chock with 26 spots amounting to $8677 and Cocoa-Marsh with 74 spots repre- senting an output of $8218. Bosco was advertised in 14 markets, Clan- ky Chock five, Cocoa-Marsh five, Big Shot four and Jack Frosted two (Albany and Syracuse). Some competition comes from ready-to-drink chocolate beverage products. Yoo-Hoo, a milk-based product, is the leader among choco- | late beverages, but there are dozens of others available — Chocolate Soldier, Brownie, Kayo, Sambo, : Chocko, Faygo, May's, Mooo Cho, to name a few. Chocolate drink sales passed the ! 12 million-case mark in 1963 for the first time, and current indica- ' tions point to 18 million-plus cases by the end of the year. Having a chocolate drink does not exclude a company from having a chocolate syrup or milk additive. After successfully establishing its' chocolate drink, Yoo-Hoo Choco- late Beverage Corp. put out a Yoo- Hoo chocolate-flavored syrup. This year - old product is promoted through tags on regular Yoo-Hoo beverage commercials on radio and tv. (Yoo-Hoo spends 80 percent of' its current $300,000 advertising budget in broadcast media.) A spokesman at Weiss & Gel-' ler, agency for Yoo-Hoo, says that' chocolate drinks have an adult ap- peal while milk additives are most; popular among children. (Sec Sponsor, May 4, for more details on Yoo-Hoo and chocolate soft drinks.) And children do go for the addi- tives. Jack Frosted is an excellent example of instant success. The market for milk additives or ampli- fiers is bubbling, fizzing and spray- ing into a whopper of a business of major interest to tv. ♦ ''according to BAR ^^M 46 SPONSOR Alfred C. Chadbourn, who has been commissioned to paint portraits of tv personalities on Philip-Morris-sponsored shows, is an Instructor at the Famous Artists School in Westport, Conn. Art — for the sponsor's sake Philip Morris subsidizes portrait painting to strengthen identification with CBS-TV programs ■ A sponsor identification booster that worked just fine 500 years ago when the Renaissance got under way is being dusted off for the tv medium by Philip Morris. Here's the story: James Bowling, assistant to the president of the highly diversified tobacco firm, Joseph F. Cullman, III, may not look much like Lorenzo de Medici, but a relationship exists. In a new promotion and public relations project spearheaded by Bowling, Philip Morris has turned art patron, with a p.r. purpose. Both Philip Morris and the noted artist involved in the project, Alfred C. Chadbourn, prefer to view the project — which involves painting portraits of the stars of eight CBS- TV show series in which Philip Mor- ris is a participating sponsor — as "part of a legitimate fine arts proj- ect." Certainly, it's legitimate portrait painting; Chadbourn, currently with the Famous Artists School, is a first- rate talent who has worked with greats like Henri Matisse, Antoni Clave and Georges Braque, and held Bowling and the artist chat informally with Jim his first one-man show under the auspices of Jean Cocteau. Many of his best paintings are in museums and private collections. But the motives behind the proj- ect are not free of all commercial taint, and for good reason. In the trend toward network nighttime participation purchases, sponsor identification has all too often gotten lost in the shuffle. Vic- tories have been achieved in terms of circulation and exposure, but the kind of sponsor identification West- inghouse and Philco had with their drama series, or Chevrolet has with Bonanza, happens only rarely these days. Backus and Tina Louise of "Gilligan's Island." Philip Morris may well have been thinking of the kind of sponsor iden- tification it once had with the early version of / Love Lucy when it launched the Chadbourn project. Al- though the cigaret maker has com- mitted a whopping $30 million for participations in an eight-program lineup, it's not likely to walk away with sponsor identification honors during the 1964-65 season. There are signs, already, that the project will accomplish a lot more than simply make several Hollywood tv stars happy that they've got a Chadbourn oil to hang in the den. The project has been written up by three syndicated columnists, and November 2, 1964 47 several national consumer magazines have asked to use one or more of the portraits as covers or story art. In addition, there's expected to be a good local press, plus plugs on local CBS-TV stations, when the exhibit travels the country. CBS, m fact, is thinking of making a short film on the portrait series, with a low-pres- sure plug for Philip Morris. Although the sponsor tie-in will come mostly through promotion of the artwork, the portraits themselves will relate strongly to the stars' roles in their programs. Chadbourn will visit each oi the sets of the Philip Morris sponsored programs and sketch his subjects in their tv milieu. Among the stars Chadbourn will paint are Red Skelton; Richard Crenna of Slatterys People; Paul Ford with the cast of The Baileys of Balboa, including John Dehner, Ster- ling Holloway, Judy Crane, Les Brown, Jr., Clmt Howard; Bob Den- ver with the cast of Gilligan's Island, including Alan Hale, Jim Backus, Russell Johnson, Natalie Schafer, Dawn Wells. In the East, Chadbourn will pamt Jackie Gleason and stars Carol Burnett, Bob Newhart and Art Buchwald from The Entertainers. Raymond Burr of the Perry Ma- son show is also on the Philip Mor- ris portrait schedule. This year. Per- ry Mason was moved to an earlier time slot on CBS and the cigaret company reluctantly relinquished the series. Nevertheless, the com- pany's appreciation of Burr's past efforts on its behalf has prompted Philip Morris to include him, oc- cording to Cullman. Football and baseball paintings, representing P-M sponsorship of those sports, have also been com- missioned. The choice of Chadbourn to do the paintings came about through an acquaintanceship struck up between bowling and the artist. Bowling, who is not only a Philip Morr.s executive but also Justice of the Peace in Rowayton, Conn., performed the marriage ceremony for Chadbourn and his wife. Up until the time Chadbourn was contacted by Bowl- ing to do portraits of the tv stars on Philip Morris shows, the artist had painted only one entertainer — Sir Laurence Olivier. The portrahs presently being painted by Chadbourn are expected to be completed this January. ♦ chadbourn (center) discusses a portrait with James Bowling (I), assistant to the president of Philip Morris, and Richard Crenna of "Slattery's People." (Note presence of Marlboro cigarets.) Les Brown, Jr., Paul Ford and John Dehner, all stars in the new CBS-TV "Bailey of Balboa" show, pose for Chadbourn while he makes sketches from which he will later paint portraits. 48 SPONSOR TH£ cjEXikNansTG sckne: Gillette Sets Largest Fall Toiletries Campaign 'BIG SHOT' ON TV The largest Fall toiletries cam- paign ever set by the Gillette Safety Razor Co. is giving principal ad- vertising support to Right Guard powerspray deodorant which, the company says, is now number one in dollar sales among all deodorants in food and drug stores combined. The campaign began with the Pittsburgh-UCLA Football game broadcast on Sept. 12, and will con- tinue through the Rose Bowl game on Jan. 1. Gillette's advertising pro- gram exceeds any for a similar fall period for its fast growing line of toiletries. In addition to the recent i World Series on both radio and tv, I the schedule includes, on network television, the NCAA college foot- 1 ball games every Saturday, a full- ■ hour sponsorship of Wednesday Night at the Movies over NBC, and the Rose Bowl football game. Full- page four-color national magazine I ads are scheduled. Total advertising expenditure for Right Guard in 1964 is double that of the previous year, the company revealed. Riding on Gillette's cam- paign promoting it for use by the entire family, the powerspray de- odorant recently moved into the number one sales spot. Originally marketed as a product for men, Right Guard proved a winner with women, too. Gillette capitalized on this appeal to zoom the product past the standard women's deodor- ants in total dollar volume. Other Gillette toiletries benefiting from this accelerated advertising program will be Foamy shaving cream and Sun Up after shave. The Stanley Works Sets First Network Radio Buy The Stanley Works of New Britain, Conn., one of America's oldest manufacturer of quality tools SCOTT PAPER COMPANY MAKES DONATION The Scott Paper Co. donated $1,000 to the Education Foundation of the American Women of Radio and Television. Here Charles G. Ward, Jr., advertising manager of Scott, hands the check to Julie Fuller (center) chairman of the board of trustees of the Education Foundation. Looking on (at left) is Elizabeth Bain, national president of the American Women of Radio and Television. niiiiillllllllilllliiliuilllllllllllllllllllllllllllllillllilllllllilllllllllliuiiilliiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ New market openings v/\\] be supported by a heavy schedule of spot television directed to- ward both children and parents for Pet Milk Co.'s "Big Shot" self-mixing chocolate-flavored syrup. In test market cities — Phoenix; Syra- cuse; Columbus, Ohio and Oklahoma City — the uniquely-packaged aerosol product won the enthusiastic approval of both grocers and consumers. Gardner Advertising Co. is the agency. IIIIIIIIIHIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIIUIIIIIIINIIIIIIIIIIIUIIIIUIIIIIIIIIIIIIIIIIIIIIUIIIIIIIII and hardware, have set their first network radio schedule with ABC Radio West, according to Jack H. Mann, vice president of ABC Ra- dio's western division. Reported to be a test of network radio, the Stanley buy will run for 17 weeks through Feb. 5, 1965, over some 40 ABC Radio West sta- tions in California, Oregon and Washington. A total of six one- minute spots per week are set in Don Allen West (8:00-8:10 a.m.) and Sports West with Keith Jackson (5:45-5:55 p.m.) Allen and Jack- son will deliver personalized com- mercials for Stanley Products of the month which will be featured each month with special window banners in more than 4500 retail outlets on the Pacific Coast. Hugh H. Graham and Associates, Inc., Farmington, Conn, is the agency for The Stanley Works. The buy was coordinated through New York Services for Advertising, Inc., New York. Directors Elected For New Tv Station Capital Broadcasting Co., owner of the license to open a new tv sta- tion in the Washington, D. C. area, WDCA, has announced the elec- tion of the board of directors for the corporation. They are: Milton Grant, president; Walter Kay, vice president; A. Dana Hodgdon, Ed- ward Mernone, Dr. Robert Wil- liams and Frederick Siman. November 2, 1964 49 THE CHANGING SCENE Election of Officers Highlights Board Meeting The election of officers and a review of sales objectives for the coming year were principal topics of the first annual meeting of the board of directors of Mountain States Television (MSTV), held in New York City. The results of the meeting were announced by Dan Snyder, newly elected president of Mountain States Television and president and general manager of KRTV Great Falls, Mont, and KULR-TV Billings, Mont. Elected vice president of MSTV was James Brady, president and general manager of KIFI-TV Idaho Falls, Idaho. Elected MSTV secretary was Dale Moore, president and general manager of KMSO-TV Missoula, Mont. The chief objective for MSTV in the coming year, according to Snyder, will be to present the Moun- tain State area as a total television market that agencies should con- sider along with television buys in Salt Lake City, Utah and Spokane, Wash. Attending the MSTV board meeting was David B. Mcblin, man- ager Pacific Coast Television for Avery-Knodel, Inc., national sales representative for Mountain States Television. Tv Spot Commercials Shown by Wolverine A five-minute "catalog" of five television spot commercials for re- tailer use is being shown at national and regional shows by Wolverine Shoe & Tanning Corp. Four films for Hush Puppies casuals and one for Wolverine brand sports and service footwear are shown on an automatic pro- jector, such as those used for Hush Puppies informational movies in stores. Some of the films are based on those presented for Hush Puppies shoes on National Broadcasting Co. network television programs, in- cluding Tonight, Today and Sun- day. KGO-TV WINS AWARDS pillllllllllllllllllllllllllinilllllllllllNIIIIIINIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIINIIIIIIIIIIIINIIIIIIIIIIIIIIII^ I 'SPORTS NOTEBOOK' WINS HONORS I I KCBS Radio's sports director Don Klein Is congratulated by Robert larkin, a repre- | 1 sentative of his "Sports Notebook" sponsor, the Borgermeister Brewing Corp. (cen- f 1 ter), and Les Mullins, vice president and general manager of the Post-Keyes-Gardner g 1 Agency (right), for winning top honors at the California State Fair. Klein was awarded 1 1 the coveted gold medal for his "Sports Notebook," heard Monday through Friday | i at 5:30 p.m. on KCBS Radio, San Francisco. 1 liiimniniiimiiiiiuiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ KGO-TV San Francisco recently won more awards than any other tv or radio station in the West in the 1964 Advertising Assn. of the West Advertising Art competition. The three awards were one first place and two second position honors for transit and newspaper advertising. Shown above with the six awards (two plaques for each placement) are G. Dean Smith (r), designer and George T. Rodman, director of advertising, promotion and press information of KGO-TV, copywriter. General Foods Buys NBC-Tv Sponsorship General Foods Corp. has pur- chased sponsorship in six NBC- TV Monday-through-Friday day- time programs for 1964-65, and \ half-sponsorship of the 10:55 a.m. EDT NBC News Morning Report. The six other programs are Con- centration, Say When, Truth or ' Consequences, The Loretta Young Show, The Doctors and You Don't Say. The General Foods order was placed through Young and Rubi- cam. Swanson 'Tv' Dinner Has 'Home Style Touch' Swanson "Tv" Brand Fried Chicken Dinner, is the most recent to be introduced nationally with a "home style touch" — apple and peach slices in an added fourth compartment of the tray. Introduction and support during the year of the new Swanson Fried Chicken Dinner will be provided by a schedule of specially prepared commercials on the Lassie and Don- na Reed nighttime network tele- vision programs and on the daytime ABC, CBS and NBC television net- works. 50 SPONSOR Syndication Sales Continue to Climb The Communist Explosion, the CBS news-produced special report on and assessment of Communist China as a new nuclear power, has been ordered by broadcasters in 16 countries, it was announced by Ralph M. Baruch, vice president, in- ternational sales, CBS Films Inc. The 55-minute program, broadcast on the CBS Television Network, Friday, Oct. 16 was sent to networks or stations in Japan, the Philippines, Hong Kong, Singapore, the Nether- lands, Australia, New Zealand, Ger- many, Venezuela, Argentina, Swe- den, Denmark, Italy, Ireland, Bel- gium (both the French and Flemish networks) and Finland. Damn Yankees, the seventh Seven Arts' feature selected by Schaefer Beer for special telecast in WCBS- TV's premium movie showcase. The Schaefer Award Theatre, scored an- other major rating success story. The 1958 hit from Seven Arts' Vol. 5. starring Gwen Verdon, Tab Hunter and Ray Walston, registered an average Arbitron quarter-hour rat- ing of 18.6 with a 58 percent share- of-audience in its New York debut Oct. 11. The six other Seven Arts' films previously selected by Schaefer Beer for its Award Theatre include: Pajama Game starring Doris Day, John Raitt and the late Carol Han- ey; Indiscreet starring Cary Grant and Ingrid Bergman; Sayonara star- ring Marlon Brando and Red But- tons; A Face In The Crowd star- ring Andy Griffith, Patricia Neal and Anthony Franciosa; Mr. Rob- erts starring Henry Fonda, James Cagney and Jack Lemmon and Young Man With a Horn starring Kirk Douglas and Lauren Bacall. Wolper Television Sales, Inc. has racked up 12 sales on five programs during the past week. The Making of the President I960 has been pur- chased by WROC-TV Rochester, N.Y.; WPIX-TV New York City and WTCN-TV Minneapohs, Minn., bringing to 25 the number of U.S. markets that now have bought the documentary. Superman has been sold to WPTV Palm Beach, Fla.; WTEV New Bedford, Mass.; and KLZ-TV Denver, Colo. Flamingo Features will be programed by WLBZ Bangor. Me.; and WKBW Buffalo, N.Y. A Thousand Days has been sold to WJW-TV Cleveland, Ohio. Olympiad 1964 has also been sold by Wolper TV Sales to KCRA- TV Sacramento, Calif.; KLAS-TV Las Vegas, Nev. and WPIX New York City. Completion of 60 transactions within the United States and 17 in Canada are listed in the latest re- port of Edward A. Montanus, MGM-TV director of syndicated sales. Thirteen program series, spe- cials and feature films from MGM- TV's pre-48s through the 40/ 64s are represened in current report. 3M Announces Pointed Pre-Christmas Campaign The 3M Co. has announced a pre-Christmas advertising cam- paign, concentrated in Sunday news- paper supplements, on its new line of bookshelf games. Beginning Nov. 29, 3M will begin advertising the line. The program will be supported by 20 commercials weekly on the Mutual Broadcasting System radio network. The advertising will car- ry through the heavy Christmas buying season. WHAT'S IN THE MIDDLE MAKES THE BIG DIFFERENCE ..and, IN PENNSYLVANIAJT'S WJAC-TV W J AC -TV more than carries its load when it comes to delivering a rich, rich market. Pennsylvania's famous million dollar market in the middle! From high atop the Alleghenies, WJAC-TV reaches a wealth of consumers in 35 counties. Transport your clients into America's 27th largest TV market- -and give sales a lift ! November 2, 1964 51 THE CHANGING SCENE Gulton Industries Maps Campaign A major Christmas advertising campaign utilizing television and Sunday The New York Times Mag- azine has been planned by Gulton Industries, Inc. of Metuchen, N. J. for its rechargeable flashlights and cigarette lighter. Details of the pro- gram were made known by Lewis B. Wollman, general sales manager of the consumer products division. The television phase of the cam- paign will include participating sponsorship in three ABC network programs as well as a spot campaign in 23 major markets. Rounding out the program will be a series of five full page advertisements in the Times Magazine. "We will participate in the spon- sorship of the Bob Young Newscast, The Addoms Family and Valentine's Day, Wollman said. All commercials will feature both the Gulton cigar- ette lighter and the line of flash- lights, with John Williams as tv spokesman. "This will be the first tv adver- tising for the new Gulton 'Zoom' flashilght, which goes from spotlight to floodlight at the flick of a switch. The growing public interest in re- chargeable products makes this campaign seem particularly timeiy," Wollman declared. The spot campaign will run from Thanksgiving to Dec. 18. Markets in which the messages will be aired include: Boston; Chicago; Cincin- nati, Cleveland, Columbus, Ohio; Dallas; Denver; Detroit; Houston; Kansas City, Mo. and Los Angeles. Also. Miami; Minneapolis-St. Paul; New Haven; New Orleans; Philadelphia; Pittsburgh; Portland, Ore.; Rochester; San Francisco; St. Louis; Toledo and Washington, D. C. Compton Advertising, Inc. is directing the Christmas campaign for Gulton Industries. Coverage Sweepstakes Conducted for Clients Upon completion of their new transmitter and tower at Cedar Hill between Dallas and Fort Worth, station KTVT celebrated the be- niiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiitiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiti |iiiiiiiiijiiiiiiiiiiinimninniiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin^ I BRITISH TOUR PARK RADIO-TV I I Three British tobacco men visited eastern North Carolina and stopped for a visit | I at WNTC-TV Greenville. They were shown the complete facilities of Roy H. Park | I Broadcasting, which also included WNCT-FM and WGTCAM. When asked what he | I thought of American television and broadcasting one of the Englishmen replied, i 1 "You have so much radio and television here in eastern North Carolina . . . and if g 1 England had as much, I am afraid the BBC would have a time selling all of the 1 1 necessary commercials." Pictured (left to right) are Ed Fields, program director, g = WNCT; Terry Murphy, Limba Malawi, Africa; Tony Davies and Mike Munby of i S Nottingham, England; Sylvester Green, Greenville, N.C. and Herber Adams, chief = I engineer of WNCT. Murphy is manager of the African Bulk Packaging Plant of 1 1 The Player Co. Davies is with the department of research and development and = g Munby is affiliated with the cigarette plant of the English firm. | ImiiiiiiiuiiiiimiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiNiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiH^ COIN SHORTAGE AID il^ LA^ '■j ^^K ^4 bS i_,A ^ ^ t m-,r«i^ u Shari Lewis and a friend named Lamb Chop star in the series of commercials produced by The American Bankers Assn. and aimed at alleviating the nation's coin shortage. The campaign has received public service endorse- ment from the Advertising Council. Illllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllliiliiiiii ginning of service from the tallest tower in Texas with a bus tour of the new tower, a sweepstakes for ad agency personnel and clients and a tower party for over 175 guests. KVTV's tower, which is the tall- est man-made structure in the state, extends the station's coverage to 31 counties in grade B measured contour and as far as 100 miles away for viewers with dependable outside antennas. To dramatize this increase in coverage, the station held a sweepstakes contest for guests following a bus tour of the radio tower. Following official opening of the station's new transmitter facilities, the station revealed plans for con- struction of complete studio facili- ties within the next year in Dallas. This announcement was made by Norman Bagwell, vice president of WKY System, Inc., parent com- pany of KTVT. Candy Manufacturer Urges Credit for Technicians Calling for "industry-wide cred- it" for behind-the-scenes workers in the production of commercials, Jeff Jaffe. president of Chunky Corp., candy manufacturers, main- tains that such "recognition would encourage greater creativity among artists and technicians" and raise industry standards. Admitting that special credit lines would not be feasible on tv screens for many commercials, Jaf- fe, whose company spent nearly $1 million on network and spot tv last 52 SPONSOR year, declared that "it is an avenue that should be explored seriously." In the meantime, he suggests that technical credits should be supplied the trade press and interested news- papers in all publicity material. Chunky's agency is J. Walter Thompson, Inc. Extensive Promotion For 'Kildare' Story What is believed to be the most comprehensive publicity and pro- motion campaign for a particular story in a regular series has been put in motion by MGM-TV and NBC to ballyhoo Rome Will Never Leave You, first three-parter on Dr. Kildare. Full press, advertising, on-air pro- motion and exploitation coverage is being coordinated to hit a peak just prior to the opening episode's airing on Nov. 12. In addition to extensive inter- views, tv editors and columnists na- tionally have been serviced with color art and within the next week will receive full press kits devoted to the three-parter. Special 60-sec- ond and 10-second trailers and spot announcements are in preparation currently. Metromedia Reports Record Earnings Metromedia, Inc., a coast to coast diversified communications and en- tertainment complex for the third consecutive year announced record earnings and sales for the first 39 weeks of 1964. Net income for the 39 week per- iod ended Sept. 27, amounted to $2,775,699 equal to $1.46 per com- mon share compared with $2,310,- 346 or $1.28 per common share for the same period one year ago. Net income for the 13 week per- iod ended Sept. 27, amounted to $759,589 or 40 cents per common share. This compares with $472,1 18 or 26 cents per share for the same period last year. Agency Appointments || MacLaren Advertising Co. Ltd. ' named agency for Burns & Co. Ltd. . . . Firestone-Rosen, Inc. appointed advertising and sales promotion agency for Tryon-Supplee-Biddle Co., Pennsylvania and New Jersey distributor for Lawn Boy products. Geyer, Morey, Ballard, Inc., San Francisco appointed advertising agency for Shakey's, Inc., Distmark, Inc. and Heggblade & Marguleas, Inc. Gordon & Weiss, Inc. appointed advertising agency for all of the Elizabeth Arden Beauty Prepara- tions. Harold Walter Clark, Inc. ap- pointed to handle the advertising and public relations program for Colorado Lace and Dry Cleaning Co. Ball Associates named advertising and public relations agency for the New Jersey Camper and Sportsmen Show, Inc. Yardis Advertising Co., Phila- delphia, appointed advertising agen- cy for Chelten House Food Prod- ucts Co. of Philadelphia. Pritchard, Wood Inc. has been appointed advertising agency for Thompson Medical Co., Inc., New York. You're only HALF-COVERED IN NEBRASKA if you don't use KOLN-TV/KGIN-TV! AVERAGE HOMES DELIVERED PER QUARTER HOUR (March 1964 ARB — 6:30 to 10:00 p.m.) OMAHA "A" 62,500 UNCOIN-IAND* "A" KOIN-TV/KGIN-TV 56,300 OMAHA "B" 56,000 OMAHA "C" 55,300 LINCOLN-LAND "B" 28,700 LINCOLN-LAND "C" 1 6,500 'Lincoln-Hosti.igs-Kearney *March. 7964 ARB Ranking. Rating projections are estimates only, subject to any defects and limitations of source material and methods, and may or may not be accurate measurements of true audience. X denotes counties where circulation is esrafc- lished but uhere not enough diaries were placed for penetration figures. Lincoln-Land map shows KOLN-TV/KGIN-TV penetration Here's real proof that you can't begin to cover Nebraska without Lincohi-Land . . . and that you can't cover Lincoln-Land without KOLN-TV/KGIN-TV. The map shows an average of Total Net Weekly Circulation (combined ARB 1960 and 1964) of KOLN-TV/KGIN-TV. Lincoln-Land is the 78tli* largest mar- ket in the U.S., l)ased on the average numl)er of homes per quarter hour prime time delivered by all stations in the mar- ket. Weekdays, our 10 p.m. News delivers 70,700 homes — up to 20,000 more than ANY Omaha Station (March, 1964 ARB). Ask Avery-Knodel for complete facts on KOLxN-TV/KGIN-TV — the Official Basic CBS Outlet for most of Nebraska and Northern Kansas. RADIO WKZO KALAMAZOO'BATTLE CREEK 'JEF GRAND RAPIDS WJFM GRAND RAPIDS-KALAMAZOO WWTV-FM CADILLAC TELEVISION WKZO-TV GRAND RAPIDS-KALAMAZOO WWTV/ CADILLAC-TRAVERSE CITY /WWUP-TV SAULT STE. MARIE ROLN-TV/ LINCOLN, NEBRASKA /KGIN-TV grand ISLAND, NEB. KOLN-TV KGIN-TV\ CHANNEL 10 • 316,000 WAHS 1000 FT. TOWER CHANNEL 11 • 316,000 WATH 1069 FT. TOWER COVERS LINCOLN-LAND — NEBRASKA'S OTHER BIG MARXn Avery-Knodel, Inc., Exclusive National Representative November 2, 1964 53 THE CHAI^GIVIG SCSISTE Clairol To Sponsor Hour Deb Program Clairol, Inc. has announced that the company has purchased full sponsorship of the one-hour telecast of Hollywood Deb Stars of 1965 for the third consecutive year through Foote, Cone & Belding. The pro- gram will air Jan. 2, 1965 over ABC-TV. Taping of the annual Deb Star Ball which is under auspices of the Hollywood Make-Up Artists and Hair Stylists will take place Nov. 21 at the Hollywood Palladium. History Book Proves To Be Best-Seller In honor of its 40th anniversary, WCCO Radio Minncapolis-St. Paul, has published a 124-page history album that is believed to be the most elaborate of its kind for a broadcasting station. Entitled The First Forty, the volume not only recounts the full history of the station but also the prominent role it has played in the progress of the Northwest region and the broadcasting industry. It contains more than 300 photo- graphs, many dating back in the 192()s and some published for the first time anywhere. The First Forty was edited by Charles F. Sarjeant, member of the WCCO Radio staff from 1944 to 1959, and now a partner of Padilla, Sarjeant, Sullivan and Speer, Inc., Minneapolis public relations firm. Broadcasters' Associations Hold Officer Elections Ralph W. Beaudin, president of radio station WLS Chicago was elected president of the Illinois Broadcasters Assn. Other officers were M. H. Stuckwish, WTIM Tay- lorville, secretary-treasurer; Donald C. Michel, WRAJ Anna, director and Joseph Bonansinga, WGEM Quincy, director. Elected officers of the Texas As- sociation of Broadcasters were: R. E. (Lee) Glasgow, WACO Waco, president; H. A. (Tony) Bridge, KMIT Marshall, vice president and CONGRATS TO WHN WNEW-TV HOSTS CHICAGO COCKTAIL PARTY The Ambassador West in Chicago was the scene of a WNEW-TV cocktail party for Chicago advertisers and time buyers. Attended by WNEW-TV vice president and general manager, John McArdle; WNEW-TV commercial manager, Bernie Zeidman and Metro Tv sales's president, John Sias, the party was in recognition of Chicago advertising's contribution to the continuing national acceptance of WNEW-TV, New York as an advertising medium. Metro Tv Sales, which represents WNEW-TV, acted as co-host for the party. It also represents; KTTV Los Angeles, WTTG Washington, KMBC-TV Kansas City, WTTV Indianapolis, KOVR Sacramento, WTVH Peoria and WTVP Decatur. Pictured above are (l-r) Bob Glaser, Metro Tv Sales; Ruth Leach, McCann- Erickson; Bob Shaw, McCann-Erickson and Skip French, Metro Tv Sales. niiniiiiiiiiiiiiiiniiiiiiiiniiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ 54 Frank McNally, left, WHN account executive, is shown with James McElwaine, center, vice president sales, eastern district. North Ameri- can Van Lines and Syd Kallner, radio tv di- rector. Pace Advertising, Inc., during party at Storer House to celebrate the 1001st "lead" delivered by WHN in the course of their con- tinuing campaign with North American— one of the country's major movers. 1IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIINIIIIIIIIIII, Ray Herndon, KMID-TV Midland, secretary-treasurer. Newly-elected president of Con- necticut Broadcasters Assn. is Ho- ward W. Maschmeier, manager of WNHC-TV Hartford-New Haven, Conn. Free Goods Deal Offered By Colgate's 'Tackle' Colgate will help prc-sell "Tack- le," and a special identification bracelet offer, with a national con- sumer advertising campaign includ- ing radio spot announcements on 1 25 stations coast-to-coast. The featured free goods deal is a "four free with 20" offer that includes a two dozen sell-on-sight self-display unit with an actual sam- ple of an identification bracelet, a $4.50 value with personalized en- graving, can be purchased by "Tackle" users for only $1.00 with a coupon included in the "Tackle" package. In this special trade offer, the dealer purchases twenty two- ounce packages of "Tackle" and re- ceives four free with his purchase. Roosevelt, Blanc Sign Sales-Service Agreement Mel Blanc, famous Hollywood funny-man and the voice of scores of the world's best-known cartoon stars, announces a major sales-ser- vice expansion of his Hollywood- based broadcast production com- pany, Mel Blanc Associates, with Elliott Roosevelt, second son of SPONSOR u FDR and principal of Roosevelt, Provol and Associates. Effective Nov. 1, Roosvelt, Pro- vol became Mel Blanc Associates' representative in Chicago, St. Louis, Kansas City, Minneapolis, Detroit, Dallas, Miami and Charleston. Mark Olds Named Manager of WMAQ Mark Olds, veteran broadcaster and national radio executive with the Westing- house Broad- casting Co., is the new mana- ger of WMAQ- AM in Chicago, an NBC-owned station. Olds, who brings Midwest market experi- ence to his new post via a stint for Westinghouse in Cleveland, was previously general manager of WINS New York. He also has been program director of Metromedia-owned WNEW in New York. The new manager succeeds John M. Keyes who has resigned. An- nouncement of his appointment was , made by Lloyd Yoder, vice presi- dent and general manager. I Mark Olds Southern Stations Join Promotion Association Stations in Little Rock, Ark. and Lafayette, La., are the newest ad- ditions to the voting membership of the Broadcasters Promotion As- sociation. According to BPA president, , Clark Grant, KTHV Little Rock and KATC Lafayette joined the group last month. Chirurg &. Cairns Ups Dividend Goal At their regular monthly meeting, the board of directors of Chirurg & Cairns, Inc., New York and Boston advertising agency, voted to put the agency's stock on a regular 15-cent quarterly basis starting with the first quarterly dividend payment in 1965. The company has been paying a reg- ular 12'/2-cent quarterly dividend. Prior to the action which increas- es the regular quarterly dividend payments for 1965, the board voted a regular quarterly dividend of llVi cents payable Dec. 1, 1964 to all stockholders of record of Nov. 1, 1964. The vote declaring the dividend for the final quarter of 1964 brings the total payment paid to stockhold- ers in 1964 to 60 cents. The total reflects an extra 10 cents paid Sept. 1, 1964. Canadian Station Names Representatives Radio station CFRA Ottawa, On- tario, Canada, the 50,000 watt voice of the Canada's capital has appoint- ed The Devney Organization, Inc. as its national sales representatives in the United States effective im- mediately. Picture Tubes Sales Units Up, Dollars Down Factory sales of television picture tubes for August, 1964 totaled 781,- 922 units, an increase over the total unit sales of 767,528 for August 1963, but total dollar value was only $13,514,078, compared to $14,473,630 for August 1963, the Electronic Industries Association's marketing services department has reported. Unit sales of tv picture tubes for the period of January-August 1964 totaled 5,955,233, compared to the lower figure of 5,840,272 units for the comparable eight months of 1963; but again, the $105,495,505 dollar value for the eight-month pe- riod of 1964 was below the $108.- 899,650 in dollar sales for the com- parable 1963 period. Aqua Net To Sponsor Sophia Loren on Tv Rayette Aqua Net Hair Spray will sponsor the Sophia Loren spectacular Sophia Loren in Rome scheduled to appear on the ABC- TV network Nov. 12. The Sophia Loren show, ar- ranged through Rayette's advertis- ing agency, Smith/Greenland, will spearhead the Rayette Aqua Net efforts for the fall season. The show, which was shot in Rome, will enhance the position of Aqua Net as the no. 1 hair spray in the United States. WWDG* salutes Washington's finest Serving you daytime . . . nighttime . . . and Saturday too. That's the slogan of Citizens Bank of Maryland. In November, 1928, with $50,000.00 in assets, Citizens Bank of Maryland opened its doors. A feature at that time was Citizens' Saturday hours. Since then, this philosophy of convenient hours for the banking public lias been expanded to where one or more ofTices are open from 7 A.M. until 8 P.M. Assets are now over $128,000,000.00 and there are 19 offices serving nearby Prince Georges and Montgomery Counties. In order to get Citizens' message to the public, a large part of the bank's budget has consistently been allocated to radio. Alfred H. Smith, Presi- dent, firmly believes the public should be able to bank at its convenience rather than at the convenience of bankers. WWDC thanks Citizens Bank of Maryland and its agency, Ernest S. Johnston Advertising Agency, for having placed an important part of its radio schedule with us. Citizens is the bank that serves the people, and WWDC "the station that keeps people in mind." Represented nationally by Blair Radio s BLAIR GROUP PLAN MEMBER WWDC RADIO WASHINGTON D. C. November 2, 1964 55 THE CHANGING SCENE Tester Corp. Advertises Pla Enamel on Telvision Spra Pla and Pla enamels are be- ing promoted via two of the continu- ing major network television shows during 1964 and 1965. Spray Pla and Pla commercials will be telecast in color and black and white on NBC-TV's Johnny Carson Tonif^ht show and Today show, featuring Hugh Downs as host. Coverage by the Tonight and To- day shows combines to total 249 television stations. This is the first network television advertising ever to have been pur- chased by Testor. 36-year-old Rock- ford-based firm. It also marks the first time a hobby industry firm has used network television advertis- ing. •Midget Mustang' Unveiled at Show American Machine & Foundry Co. has disclosed at the opening of the annual National Premium Buy- ers Show in New York City, that it is presently making a "midget Mustang" premium for Ford deal- ers at the rat of 2,500 daily at its Wheel Goods Division plant in Olney, 111. The fire-engine red pedal-pow- ered exact scale replica of this top selling Ford model will be available at Ford dealers only. Promotion material for radio, tv and print media is already in the hands of Ford dealers nationally for use at the local level. Ford will provide added support via network television commercials and "Midget Mustang" promotional ads in Lije and Readers Digest between now and Christmas. PGW Expansion Seen A major physical expansion of the Los Angeles offices of Peters, Griffin, Woodward, Inc. has been completed. The new quarters, which remain in the Lee Tower at 5455 Wilshire Boulevard, have over 50 percent more space. The facilities are now on the 19th floor. Milton Bradley Company Buys 'Today' Program TTie Milton Bradley Co. has pur- chased sponsorship in NBC-TV's Today program by Mike Weinblatt, director, participating sales, NBC. "We are delighted that the success of the Milton Bradley Today spon- sorship last season has resulted in the renewal of their sponsorship this year," Weinblatt said. The many Milton Bradley box games will be advertised on Today, with host Hugh Downs doing the commercials, in a campaign which begins Nov. 7 and will continue un- til Christmas. The order was placed through Richard K. Manoff Inc. New Representative For Storer Station Radio station KGBS, the Storer station in Los Angeles, is repre- sented by Venard, Torbet & Mc- Connell. Inc. effective immediately, according to an announcement by Wendell B. Campbell, vice presi- dent and managing director of the station. Anheuser-Busch Sponsors Los Angeles Baseball Anheuser-Busch, Inc. will be the new co-sponsor of the Los Angeles baseball team on television and ra- dio for the 1965 season. The agreement calls for 30 games to be telecast over Los Angeles sta- tion KTLA, of which 10 will be pre- season games from the Angels' Palm Springs training quarters and 1 82 games over radio station KMPC and the Los Angeles Angels radio The World's grapiest Dry Red "Wine Mogen David Wine Corp.'s new spot tv com- mercial for dry red wine takes viewer on quick trip to Italy, including Venice to see "the world's grapiest Dry Red wine" being served with spaghetti, pizza and cheese. The announcer makes the point that Mogen David Dry Red is "perfect anytime, anywhere." Video schedule covers every important market as part of the company's multi-million air and print fall campaign. Edward H. Weiss & Co., Chicago, is the agency. network in 19 major markets in California, Nevada and Arizona. Gardner Advertising Agency rep- resented Anheuser-Busch for Busch- Bavarian and D'Arcy Advertising Co., acted for Budweiser in the ar- rangements. KPHO Radio Joins Mutual Network KPHO, Phoenix, Ariz., became affiliated with the Mutual Broad- casting System, Oct. 2, announced John Crowley, KPHO Radio Sta- tion manager. Operating from its new, ultra- modem offices and studios on the mezzanine of the Chris-Town Shop- ping Center in Phoenix, KPHO will combine the Mutual Broadcasting news services with its already prom- inent Newscope news broadcast service. Call Letter Change KRES-TV Medford, Ore. has changed its call letters from KBES- TV to KTVM. M SPONSOR Jade East Toiletries Gets Tv Splash Swank, Inc., manufacturers of men's jewelry, will promote its Jade East line of men's toiletries with a heavy spot tv campaign concentrat- ed three weeks before Christmas. In New York all three network sta- tions, as well as WOR-TV and WPIX-TV, will carry up to fifty one-minute announcements for Jade East cologne and after shave. This concentrated effort immediately before Christmas coincides with the pattern of buying for this type of gift item. The Shaller-Rubin Co., Inc. is the agency for Jade East. WAOW-TV To Become Network Affiliate WAOW-TV, a new station in Wausau, Wise, which plans to go on the air Feb. 1, 1965, has been , signed as a primary affiliate of the ABC television network, it was an- Inounced by Larry Bentson, vice president of Midcontinent Broad- casting Co. and Robert Coe, ABC vice president in charge of tv sta- ition relations. I WAOW-TV will operate on Channel 9 in what is currently a one-station market. Telegraph Delivery Assn. pn 'Arthur Godfrey Time' I Florists' Telegraph Delivery Assn., Detroit, will launch on Nov. 10 an extended radio advertising campaign beyond its usual holiday iseason when it begins 26 weeks of participations in CBS Radio's Ar- thur Godfrey Time, is was an- Inounced by George J. Arkedis, vice president, network sales, CBS Ra- dio. The twice-weekly commercials, placed through Campbell-Ewald Co., Detroit, will be used to pro- Imote to the public the "FTD" selec- •tion Guide, a catalog which enables (Customers to order flowers by num- 'ler. r Campbell Schedules New Food Campaign Campbell Soup Co. announced a schedule of key magazine and tele- /ision advertising, as well as spe- ially prepared promotional mater- November 2, 1964 ials to be used during the industry- wide "Food is a Bargain" campaign from Oct. 18-31. On Oct. 22, the Campbell-spon- sored Donna Reed nighttime net- work television show will feature a special commercial by Donna Reed and her television neighbor. Their conversation will stress that the average U. S. consumer now spends only 19 cents of each after-tax dol- lar for food, compared with 26 cents only 15 years ago. William Miller Named Local Sales Manager The appointment of William F. Miller as local sales manager of KMOX-TV has been announced by Charles M. McAbee, general sales manager of the CBS owned station. At the same time, Ted O'Connell. vice president and general manager William Miller Tom Stanton of CBS Television Stations National Sales, New York, has named Tom Stanton, KMOX-TV account execu- tive, to replace Miller as manager of that sales organization's St. Louis office. Appointments become effec- tive immediately. Thrillers Campaign Set By Discount Rent-A-Car Sponsor of sixty-second soap operas for thrill seekers is Discount Rent-A-Car — which is now us- ing the let-your-imagination-run-riot proclivities of radio for a series of chiller-diller cliff-hangers that should add up to strong spot ex- citement on radio. Adventures — which run the gamut from improbable to implausible — have a common tie: Radio char- acters interrupt their stories to pick up Discount cars and head for new horizons, while listeners are left to fill in the last Unes of the commer- cials for themselves. Discount Rent-A-Car's advertis- ing agency is Chalek and Dreyer, Inc. American Tobacco Profits At Record High Figure Despite the Surgeon General's report on the adverse effects of smoking and the rash of publicity that followed, American Tobacco Co. reports record high profits and sales for the third quarter and the first nine months of 1964. Net income for the 1964 third quarter was $19,708,000 compared with $18,219,000 in the same pe- riod last year. The net income for the first nine months of 1964 has jumped from $49,508,000 to $52,- 663,000. Colgate-Palmolive Brands To Lennen & Newell, Inc. Colgate-Palmolive Co. and Len- nen & Newell, Inc. announced that the agency has been assigned 10 Colgate-Palmolive brands for ad- vertising in Puerto Rico and the Caribbean area. Among the prod- ucts to be handled by Lennen & Newell's San Juan office are Fab, Halo, Colgate 100, Lustre-Creme spray and Florient. WTRF-TV ll°^Z Rep Petry* 7 REVIVAL! A gullible man is one who thinks his daughter has got religion when she comes home with a Gidson Bible in her suitcase! wtrf-tv Wheeling GALS! It's nice to have an hour glass figure but be careful that all the sand doesn't shift to the bottom! Wheeling wtrf-tv HANDICAPPED golfer is one who is playing with his boss. wtrf-tv Wheeling FASHION: A sack dress doesn't always con- ceal a slip. Wheeling wtrf-fv UNMENTIONABLES! You never hear about the guy who started at the bottom and stayed there. Nor does anyone mention poor Texans, clean bums, smart blondes, uneasy payments and well-fed writers. Wish some of you wealthy bums would contribute some of your 'unmentionables' to our list, be pleased to add them to Story Board. wtrf-tv Wheeling REMEMBER when the moon figured in love songs and not in the national budget? Wheeling wtrf-tv LADIES, you can now buy bathing suits for a ridiculously low figure! wtrf-tv Wheeling FALL! He stood in the museum, gazing rap- turously at a portrait of "Spring," a pretty girl dressed only in a few strategically placecJ green leaves, when his wife caught up with him. "Well," she snapped, "what are you waiting for— autumn?" Wheeling wtrf-tv ♦SOMETHING FOR EVERYONE is our program- ming package for the Wheeling/Steubenville TV audience. Alert advertisers select spots around the particular audiences they want. Your Petry man will give all the facts. CHANNEL SEVEN WHEELING, WEST VIRGINIA 57 SPONSOR SPOTLIGHT ADVERTISERS John Roiitled^e appointed ad- vertising and sales promotion man- ager of DeSoto Chemical Coatings, Inc.. and its affiliates. Cordon E. McEnany and Kenneth R. Mac- Cowan named assistant advertising managers. Hubert M. Tibbetts appointed an executive vice president of the Bor- den Foods Co., a division of the Borden Co. John R. Torrens appointed di- rector of consumer products for Cynamid International, Wayne, N. J. William F. Wendler joined the Alberto-Culver Co. as general traf- fic manager. Thomas S. Norwalk appointed advertising manager for B. F. Good- rich Co.'s international division. Robert E. Munz appointed di- rector of industrial design of Philco Corp.'s consumer products divi- sion, effective Nov. 16. Kenneth J. Griggy, named as- sistant product manager for hot cereals and Ry-Krisp, Grocery Products Div., Ralston Purina Co. David A. Neuman joined Chese- brough-Pond's Inc. as senior branch manager for Pond's creams, powders, Angel Skin and Cindy Parker products. Armin E. Allen, Harold F. Die- gel and Carl E. Lant/ named gen- eral managers for consumer elec- tronics operations, appliance op- erations and sales and distribution operations for the consumer prod- ucts division of Philco Corp., Phila- delphia, Pa. Peter B. Shough promoted to advertising and sales promotion as- sistant for Libbey Products, Owens- Illinois. Lloyd T. Moore named to head Libbey Products, Owens-Il- linois institutional glassware sales for the Pittsburgh office. George L. Parkhill promoted to position of manager, advertising, the RCA Victor Record Div. Norman H. Jaeger named assist- ant marketing manager for General Cigar Co., Inc. Fred Maeding promoted to the position of international marketing coordinator - staff. Duane G. McQuilkin named sales promotion manager of Masonite Corp., Chicago, 111. Robert C. Malone appointed re- tail sales manager for Libbey Prod- ucts, Owens-Illinois, headquarter- ed in Toledo, Ohio. Edward H. Griffiths named branch manager of Libbey Products, Owens-Illinois, Philadelphia sales branch. Thomas Stroop and Peter Prus- sing promoted to new positions of general manager of merchandising and general manager for RCA Whirlpool refrigeration sales at Whirlpool Corp., Benton Harbor, Mich. Edward Myers Edward L. Myers and Arthur H. Marks, Jr., appointed as the head of U. S. Plywood's Richmond, Va. branch and manager of U. S. Ply- wood's Knoxville, Tenn. sales of- fice, respectively. AGENCIES Austin (Ace) Parker, John Barn- hill and Bertram F. Bartlett named manager of Walter Thompson de Mexico, head of J. Walter Thomp- son in San Juan. Puerto Rico and manager of J. Walter Thompson, Washington, D.C. Loy Baxter will be rejoining the New York office of Thompson after managing the Mexico City operation during the past five years. Dick McLean joined the San Francisco office of Guild, Bascom & Bonfigli, Inc. as merchandising director and account executive on Mother's cookies and Foremost Dairies, Industrial Div. Fred Gerlach, Raymond M. Schwarz and Robert L. Grenko ap- pointed director of research and ad- ministrative assistants in the creative , division, respectively, for Gardner' Advertising Co. James Glass, Stan Holden and Virginia Ashley added to Perrin & Associates, Inc. as account execu- tive, senior creative writer and crea- tive writer. d^ mm Thomas Stroop Peter Prussing Robert Malone Edward Griffith; 58 SPONSOR Lawrence Berger Edward Concannon I Lawrence Berger named to the newly-created position of senior executive producer, heading the tele- jvision production and television art departments of Batten. Barton, Dur- stine & Osborn, Inc. Edward H. Concannon named a Ivice president at Young & Rubi- cam. New York. t j Karl Merle appointed account ex- ecutive for V e n e t Advertising, Union, N. J. Lorraine Schulze and Bertram Bienstock appointed media director and production manager. John Butler and Renee Babbitts blected to the board of directors of Gardner Advertising Co. and joined the creative division of Gard- ner Advertising Co., respectively. ^ Page-Rael Associates moved their New York offices from 1270 Sixth 'Ave. to 555 Madison Ave. Robert E. Jacoby named a senior vice president at Doherty, Clifford, jSteers & Shenfield, Inc. Nina M. Flinn elected vice presi- dent of the Bruns Advertising Agency, Inc. Patrick J. Bohen elected a vice president at C. J. LaRoche and Co. James K. Tully joined the admin- istrative staff of Leo Burnett Co., inc. as a vice president. John Bowen John S. Bowen and Robert F. Young elected to the board of dir- ectors of Benton & Bowles. Roger Proulx joined McCann- Erickson, Inc. and has been ap- pointed copy chief for the Detroit regional office. Philip A. Cleland joined the New York office of Foote, Cone & Beld- ing as vice president and account supervisor on General Foods. Frank P. Clark joined Needham, Louis and Brorby, Inc. Chicago as a supervisor in the merchandising department. Florence Draugel joined North Advertising Inc. to manage its Proj- ect Flow department. Helen Osborne named an account executive with Boylhart, Lovett & Dean, Inc., Los Angeles. Bruce Marsh joined Campbell- Mithun, Chicago as account direc- tor on the Wilson Sporting Goods account. TIME/Buying and Selling Martin Daniels joined the tv sales department of Advertising Time Sales' New York office. He has previously been the head media buyer at Doherty, Clifford, Steers & Shenfield. Richard K. Helledy moved to the New York sales staff of Storer Tele- vision Sales, Inc. He had previously been in the firm's Chicago office in a sales capacity, and has held positions with Blair Television As- sociates and George P. HoUing- bcrry Co. Dennis Gillespie named television sales manager in the Chicago of- fice of Peters, Griffin, Woodward, Inc. He joined PGW in 1957 and was previously located in the firm's New York office. TV MEDIA John Cosgrove appointed an account executive in the New York office of CBS Television Stations National Sales. He transferred from the Chicago office where he had been an account executive since 1963. Prior to joining the firm, he was a national sales representative and an account executive in the lo- cal sales department of WCAU-TV Philadelphia. James Tully Robert Jacoby Nina Fllnn PERSONALITY POWER • An Onondaga County . ^ farmer phones Deacon '. '.' '.'. Doubleday with a farm news item. ....c. • Syracuse shoppers make ....c... a buying rush on a down- • r-.cu.. town store after an Ed m.x.cu.i Murphy spot. srR.cuxc • Sports fans call Bill O'Donnell to settle argu- ments about yesterday's SYRACUSE game. • This is personality SYRACUSE power at work. With WSYR's strong personalities selling for you in the 18-county area of Central New York, great things happen to sales. Put this sales power to SYRACUSE SYRACUSE SYRACUSE work for you. SYRACUSE R>p<«(«nl«d noT.onailr by THE HENRY I CHRISTAl CO. INC NfW YORK • BOSTON • CHICAGO DETROIT • SAN 5 K\A/ - Syracuse, N.Y. - 570 KC November 2, 1964 59 SPONSOR SPOTLIGHT William F. Miller named local sales manager of KMOX-TV St. Louis. He has held petitions as ac- count executive and eastern sales manager of KMOX and New York manager of CBS Television Stations National Sales since joining the CBS-affiliated station in 1949. Tom Stanton named St. Louis office manager of CBS Television Stations National Sales. He joined KMOX-TV in 1958 as director of promotion and information services. John Kulamer appointed head of editorial research for KDKA and KDKA-TV Pittsburgh. He was pre- viously public affairs director of the Group W radio station. Kula- mer joined KDKA in 1956 follow- ing four years on the editorial staff of a Pittsburgh newspaper. Beau Rogers named national sales service representative for WCAU- TV. Ed Hope appointed account ex- ecutive for KPHO-TV Phoenix, Arizona, effective Nov. 1. Thomas Stanton appointed sales manager of the St. Louis office of CBS television stations national sales. Jack C. Leaman appointed ac- count executive for WCAU-TV Philadelphia, Pa. William A. M. Burden elected a director of Columbia Broadcasting System, Inc. Jack Kline appointed to assist- ant sales manager of WFIL-TV Philadelphia, Pa. George Stevens Kenneth Cowan George A. Stevens, vice presi- dent and general manager of Cor- inthian television station KOTV, elected president of the Tulsa Chamber of Commerce for 1965. Kenneth Cowan named account executive in WOR-TV sales. RADIO MEDIA Roger W. Kiley has been selected sales manager for KISN Portland, Ore. Paul D. Lockwood becomes di- rector of news information at WPIX-FM New York. R. D. (Don) LeBrecht appointed manager-salesman of WSPA-FM Spartanburg, S. C. Bill Lytle appointed to the sales staff of KMBC-FM Kansas City, Mo. J. Dan Devine joined the pro- motion department of WFLA St. Petersburg, Fla. H. W. (Bud) Simmen joins WNAC and WRKO-FM, RKO General Radio outlets in Boston, as sales manager of both local and na- tional sales. Veteran salesman, Michael O' Laughlin joined the WBBM Radio local sales staff, Chicago, 111. John Millar Wayne Painter Jack Kline Bud Simmen Michael O'Laughlin John W. Millar, appointed vice president and general manager of WVMT Burlington, Vt. Wayne J. Painter joined the staff of WISN Milwaukee, Wis. Robert W. Koch assumes posi- tion of director of local radio sales for WXYZ Radio Detroit, Mich. ' Beti Ann Minamoto appointed a sales promotion assistant for WMCA Radio New York. John B. Lynch elected president of the New York State Associated Press Broadcasters Assn. Donald J. Sherman resigned as account executive for KKHI San Francisco, Calif, and announced the formation of his own company. Color Dynamics by Lorilee. Gar Meadowcroft named an account executive for the ABC ' Radio Network. He has been an ' account executive with WXYZ Detroit for the past year. SYNDICATION &. SERVICES Donald McGlathery named vice president and director of research for the SRDS Data Div. of Standard Rate & Data Service, Inc. He was previously vice president and sales, manager at the A. C. Neilsen Co.' Nat Ligerman has been signed to head the newly-formed live pro-' graming division at Wolper Pro- ductions. Sandy Frank resigned as vice' president in charge of world-wide sales for Telesynd Div. — Wrather Corp. He has formed Sandy Frank, Inc. to handle worldwide distribu- tion of tv series and features. SPONSOR COMlVfERCIAI- CRITIQUE Commercial mysticiue By Hooper White Creative Production Manager Leo Burnett Co., Chicago ■ "Forty million people will see that commercial, so it better be better than good — it's got to be great!" Bad grammar only emphasizes the almost paralyzing concern when the predicted audience is equated with the selling idea. How large is a commercial audi- ence of 40 million? Do the viewers know there are 40 million of them? If they did what effect would it have on their buying habits? All of this irrelevancy is a part of the commercial mystique, which says that a national commercial must be a million times better than a local commercial, because that's the audience ratio. The audience in front of that magic window has one pair of eyes and ears per customer. Most magic windows have only two or three cus- tomers. So how big is the audience? No matter how many millions of magic windows are lit with your commercial, you are a remnant of a dying race — the personal sales- man. Let's consider a few things a good personal salesman used to do in order to sell. 1. He didn't dare insult his cus- tomer, or the customer would walk out never to return (and to urge his friends to do likewise). 2. If he demonstrated his prod- uct, he had to do it believably be- cause the customer could ask ques- tions which required answers. 3. He had to hold your interest. He didn't dare be tedious or bor- ing. 4. His approach was directly to you, not to Yankee Stadium. His tone was personal without being patronizing — helpful rather than threatening. 5. His contact was eye to eye — November 2, 1964 his personality impact was man lo man. You could add many other attri- butes of a good personal salesman to that list. I submit that most of those attributes are applied to suc- cessful television advertising. The only barrier which separ- ates our message from the one, two, three or four customers is a one- way mirror called a television set. The customer sees us, but we can't see the customer. It might help if we could. Maybe we couldn't use the tone of voice we do sometimes. Maybe we'd be more sure we be- lieved what we were saying, rather than thinking, "I'm afraid it's not the best I can do, but maybe they'll be convinced anyway." We wouldn't dare if that mirror were reversed — or removed. Sure it's mass media, but it also represents one of the most intimate human experiences for the folks on the other side of that one-way mir- ror. Much of their lives is lived in that magic mirror. Since the advent of television, those millions are better informed, better enter- tained and, too often, completely bored by what pours out through the glass tube. Look at it this way: What are the things we wouldn't say and do face- to-face that we now say and do in our commercials? First, we would not shout. Second, we'd probably say things more simply. Third, we'd probably change our approach automatically if face-to- face attention wandered. We wouldn't be boring if we could help it. Fourth, we would use our most persuasive, honest, direct and dra- matic arguments to make our point. We'd like to be believed because we'd like to be back. We might, for instance, ask a question like: "Did you ever won- der how the man who drives the HOOPER WHITE, currently creative production manager for the Leo Burnett Co. in Chicago, brings an abun- dance of agency and broadcast experience to his analysis of what makes a television com- mercial tick. He began his career as a writer- producer-director for WBBM-AM-TV In Chicago. After an eight year stint at the CBS outlet, he moved to the Earle Ludgin Agency as a com- mercial producer. After serving in the same capacity for J. Walter Thompson, Leo Burnett's New York office beckoned. Several years and a promotion later he was transferred to Chi- cago in his present position. snowplow gets to the snowplow?" Then we'd show them, simply. I'H bet that sells Volkswagens. We might, for instance, show a father trying to instruct his two- year-old daughter how to hold her spoon at the breakfast table. Warm- ly, honestly. I'll bet that sells Kel- logg's Corn Flakes. We might, for instance, show a mother taking home movies of her baby's first steps — then show the mother looking at those movies years later, with the copy line: "My baby is mine once more." I'll bet that sells a memory device called Kodak. What about this commercial mystique which concerns itself with an audience in the millions? Is the selling power of a commercial in some direct ratio to the number of people watching it? Yes, only if it's based on a per- son-to-person idea. The answer must be no if it's written to a 40 million customer audience to begin with. Sheer selling suicide. And at these prices? ♦ «i ARE YOU MOVING ? Do you have a question about your subscription? Do you want to order or renew your subscription? If you have any questions about your subscription, place your magazine address label where indicated and clip this form to your letter. If you're moving please let us know about five weeks before changing your address. Place your magazine address label where indicated and print your new address on this form. If you subscribe mail this form with your payment, and check: ( ) New Subscription ( ) Renew my present subscription (include label) Rates in U.S. and Canada: 3 yrs., $10; 2 yrs., $8; 1 yr., $5. ATTACH LABEL HERE To insure prompt service whenever you write us about your subscription be sure to include your SPONSOR Address Label. Name: Your Title: Address: City State Zip Code. CLIP AND MAIL TO: SPONSOR Subscription Service Dept. Ojibway Building Duluth, Minnesota 55802 v/jflkXjJUi^Pi XnJxlLJfcrC NOVEMBER Hollywood Advertising Club lunch- eon, Hollywood Roosevelt, Hollywood, Calif. (2). Second Canadian Radio Commer- cials Festival, Park Plaza Hotel, To- ronto, Canada (5). Maryland - D.C. - Delaware Broad- casters Assn. fall meeting, Washing- tonian Motel, Rockville, Md. (6-7). WSM's Grand Old Opry 39th Birthday Celebration, Nashville, Tenn. (6-7). Advertising Federation of America's second district fourth annual confer- ence, Pocono Manor Inn, Mt. Pocono, Pa. (6-8). American Women in Radio & Tele- vision western area conference, Beverly Hilton Hotel, Beverly Hills, Calif. (V-8). Broadcasters Club of Washington reception for members of the Federal Trade Commission, Broadcasters Club, Washington, D. C. (9). Assn. of National Advertisers fall meeting. The Homestead, Hot Springs, Va., (9-11). ABC Radio regional affiliates meet- ing, Detroit, Mich. (10). American Assn. of Advertising Agencies eastern annual conference. Hotel Plaza, New York. N.Y. (10-11). Point-of-Purchase Advertising In- stitute, 1 8th annual conference and ex- hibit, New York Hilton, New York (10-12). Radio-Television News Directors Assn. annual conference, Rice Hotel, Houston, Tex. (11-14). OK-CATV Assn. of Oklahoma and Kansas annual meeting, Sheraton Oklahoma, Oklahoma City, Okla. (13). ABC Radio regional affiliates meet- ings, Albany, N.Y. (13). American Women in Radio & Tele- vision board of trustees meeting of the educational foundation, Washing- ton, D.C. (13-14). Edward Petry & Co. armual pro- motion seminar at Pick-Congress Hotel, Chicago, 111. (16). NAB CONFERENCE SCHEDULE National Assn. of Broadcasters fall regional conferences: Statler Hotel, Detroit (Nov 9-10). Hotel Ten-Eyck, Albany, N.Y. (Nov. 12-13). STATEMENT REQUIRED BY THE ACT OF OCIOBER 23, 1962 (39 U.S. Code, 4369) SHOWING THE OWNERSHIP. MANAGE- MENT AND CIRCULATION OF SPON- SOR published weekly at Duluth, Miimesota for November 1964. 1. The names and addresses of the publisher, editor and managing editor are: Publisher, Norman R. Glemi, 555 Fifth Ave., New York, N.Y. 10017; Editor, Sam Elber, 555 Fifth Ave., New York, N.Y. 10017, Ojibway Building, Duluth, Mirmesota 55802; Managing Editor, Don Hedman, Ojibway Building, Duluth, Min- nesota 55802. 2. The owner is: (If owned by a corporation, its name and address must be stated and also immediately thereunder the names and addresses of stockholders owning or holding 1 percent or more of total amount of stock. If not owned by a corporation, the names and addresses of the individual owners must be given. If owned by a partnership or other unincorporated firm, its name and address, as well as that of each individual must be given.) MOORE PUBLISH- ING CO., INC., a subsidiary of Ojibway Press, Inc., Ojibway Building, Duluth, Minn. 55802. (Sole stockholder — OJIBWAY PRESS, INC., Ojibway Building, Duluth, Mitm. 55802) Royal D. Alworth, Jr., 1605 Alworth Building, Duluth, Minn.; Robert L. Edgell, 1 East First Street, Duluth, Minn.; Albert J. Forman, Woodbrook Drive, Springdale, Conn.; H. B. Fryberger, Jr., 712 Lonsdale Building, Duluth, Minn.; WilUam B. Fryberger, 712 Lonsdale Building, Dululh, Minn.; C. E. Fuller, Jr., 711 Alworth Building, Duluth, Mitm.; Verne D. Johnson, Jr., 302 East Superior Street, Duluth, Minn.; E. A. Kuefner, 1725 Vermilion Road, Duluth, Minn.; S. R. Mason, 212 Medical Arts Building, Duluth, Minn.; Arthur E. A. Mueller, Mueller Building, Wausau, Wis.; Nornat Company, c/o Trust Dept., Northern City Bank, Duluth, Minn.; Robert E. Nickerson, 168 Mason Street, Green- wich, Coim.; Jeno Paulucci, 200 North 50th Ave. West, Duluth, Minn.; Howard Reed, 174 Waverly Road, Scarsdale, N.Y.; Anita Reinig, 1 East First Street, Duluth, Mirm.; Marshall Reinig, 1 East First Street, Duluth, Minn.; Marshall Reinig as custodian for Janet Reinig, 1 East First St., Duluth, Minn.; Mary Anne Reinig, 2032 Belmont Road N.W., Washington, D.C; L. M. Rosenthal, 330 East 49th Street, New York, N.Y.; Martin Wold Company, 7 East First Street, Duluth, Minn. 3. The known bondholders, mortgagees and otlier security holders owning or holding 1 per- cent or more of total amount of bonds, mort- gages, or other securities are: (If there are none, so state.) None. 4. Paragraphs 2 and 3 include, in cases where the stockholder or security holder appears upon the books of the company as trustee or in any other fiduciary relation, the name of the person or corporation for whom such trustee is acting, also the statements in the two paagraphs show the affiant's full knowledge and behef as to the circumstances and conditions under which stockholders and security holders who do not appear upon the books of the company as trustees, hold stock and securities in a capacity other than that of a bona fide owner. 5. The average number of copies of each issue of this publication sold or distributed, through the mails or otherwise, to paid sub- scribers during the 12 months preceding the date shown above was: (This information is required by the act of October 23, 1962, to be included in all statements regardless of fre- quency of issue.) 7031. (Signature) Dean Myhran Vice President 62 SPONSOR There's bi-partisan agreement in Eastern Iowa WMT-TV • Channel 2 • Cedar Rapids —Waterloo • National Reps: The Katz Agency Affiliated with WMT; WMT-FM; K-WMT, Fort Dodge; WEBC, Duluth PITTSBURGH? TAKE A SEiOND LOOK It's U^l Steel, lif OjLiiiJtIi, Tike a seconci look at the Dulutil:SupeHpr-PLUS market —it's bigger than you think! Big0r be- cause KDl^L-i^ how delivers Duluth- Superior-p/us coverage in threer^tates and Canada— through 25 licensed trans- Jator stationsl^, ''^fl^^^^,.. /So Duluth-Sgperior|)iill? noW bigger- si q uarter of a million TV homes, the second largest market ih both Minnesota and Wisconsih. And who delivers it all? On^ iKDAU / I Duluth-Superior-Plus iXkl 2ndilargest market M i#»M#l&>._^ in, both Minnesota KDAL-GBS-iRADIO-TELEVISION 3 REPRESENTED BY EDW. RETRY & CO., INC. AND IN MINNEAPOLIS/ST. PAUL, BY HARRY S. THE NATIONAL WEEKLY OF TV & RADIO ADVERTISING I P65: big year for character licensing 27 /re you paying for debit decibels? 38 /jto equipment firm gets more mileage via radio . . 44 vy^Tasia i^ . «»*Kp" u. w a, < la, c/a u 2 a, When KSTP-TV says "Go out and buy it", people go out and buy it Represented Nationally by Edward Petry & Co., Inc. TELEVISION » CHANNEL 5 . NBC 100,000 WATTS • MINNEAPOLIS - ST. PAUL HUBBARD BROADCASTING, INC. Reach t;he v\/hole market Not ONE segment over and over — Whether your product is food, drugs, gasoline, ap- pliances, automotive, or general merchan- dise—H/G/A/.-71/ SELLS because you reach the whole market every time. No other station or combination of stations in the Channel 8 area can claim total-market reach. WGAL-TV Channel 8 MULTI-CITY TV MARKET nc r, Representative: The MEEKER Company, Inc. New York . Chicago • Los Angeles • San Francisco i^inmsLn r^^\/i^ic3n S-tsuticDrTS'^ Clair McCoiioi FIIIDA.Y AT 5 Pay Television Forces To Take Their Case to Court after Voter Defeat Los Angeles — Despite a two-to- one slap in the face by California's voters, Subscription Television, Inc., intends to take its case not only to court, "but also to seek redress through the Department of Justice, the Federal Communications Commission and the Congress, so as to protect not only the stockholders, but also the public, both of whom are victims of this vicious conspiracy." In his strongly worded statement, Sylvester L. (Pat) Weaver, president of the pay tv firm, declared: "The voters of California have, unfortun- ately, been duped into defeating their own best interests by a powerful and wealthy lobby of theater owners, aided by some broadcasters." In a campaign memorable for its virulence, both STV and anti-STV forces battled it out until the last day via newspaper ads and a steady stream of publicity releases. Also, the issue was debated throughout the state, as Tops for 'Today/ 'Tonight' New York — In what was called "the greatest single billing year in the history of the two programs," NBC- TV reports a record $28 million in sales racked up for Today and the Tonight Show during 1964. It was also pointed out that a total of 85 different advertisers on both programs contributed to the total. Today made its debut on Jan. 14, 1952, and Tonight bowed on Sept. 27, 1954. Major sponsors using both shows include Sunbeam Corp., Hotpoint Div. of General Electric Co., Nestle Co., Allen Products Co., for Alpo dog food, and General Electric Co. KTLA-TV Shifts Reps Los Angeles — KTLA-TV has switched station reps. With bill- ings estimated at $4-5 million, the West Coast outlet is moving from Peters, Griffin, Woodward, Inc., to H-R Television, Inc. KTLA was purchased some time ago by Golden West Broadcasters. well as other parts of the country, with Weaver as the principal spokesman for STV. The ballot itself caused some con- fusion among voters, since a "yes" vote for the initiative meant a "no" vote for pay tv. As a result of STV's defeat at the polls, indications are that the com- pany, capitalized at more than $20 million, may at least temporarily cease operations in California until the question is battled through the courts. Despite the California set-back. Weaver announced plans to pick up franchises in other states "where we will complement their present tele- vision programing with the marvelous world of additional programing that subscription television offers." Salinger Rumored For NAB Presidency Washington, D.C. — Latest name to crop up in the NAB presidential sweepstakes is Pierre Salinger, former White House press secretary who was defeated in his bid for the U.S. Senate in California last week. When contacted, NAB's Wash- ington office disclaimed any knowl- edge of Salinger's possible candi- dacy, referring all questions to Willard Schroeder, WOOD Grand Rapids, Mich., chairman of the committee set up to select a suc- cessor to LeRoy Collins. Schroeder was unavailable for comment. Other names bandied about in the past have been Rep. Walter Rogers, Secretary of the Air Force Eugene Zuckert and Fred A. Sea- ton, former Secretary of the In- terior. Gray Apologizes^ Reinstated by WMCA New York — An apology, an in- vitation and a contract renewal were the end-products of commentator Bar- ry Gray's suspension by New York radio station WMCA early last week (see story, p. 17). After closed-door discussions, both the station and Gray issued statements. Declared Gray, referring to his on-air fracas with Milton Eisenberg, an aid of GOP Sen. Kenneth Keating: "I made the error of mistaking heat for light. I plead guilty to being a very human human." The $2000 per week personality continued: "I apologize to Mr. Eisen- berg and want to issue him here and now a most cordial invitation to ap- pear on the program at any time he wishes, to discuss any matter he chooses." As for the station, it pointed out that the reinstatement — like the orig- inal decision to suspend — was a de- cision made solely on broadcast grounds. "The matter has been satis- factorily resolved, it might be added, without any intervention from any outside sources." WMCA also noted that Gray's con- tract had been renewed for 1965. It is estimated that he lost about $1700 as a result of the suspension following the election eve dispute. Gray pointed out that his nightly program was designed to introduce new ideas "and in the process we generate controversy. It's inevitable, I suppose, that we frequently manage to stir people's emotional juices. That's understandable. But every- body's entitled to get emotional ex- cept the moderator. That's the theory. Sometimes the theory breaks down." Gray will resume his broadcast duties with WMCA tonight (Nov. 9). Vick Chemical Names Merchandising Winners New York — With 86 television stations participating, Vick Chemical Co. has just announced the winners in its media merchandising contest. The top three stations were WSB-TV At- lanta, Ga., WDSU-TV New Orleans, WCAU Philadelphia. Each was award- ed a trophy. Plaques were awarded the 10 run- ner-up stations. These included WFBM-TV Indianapolis, WNBQ-TV Chicago, KNXT Los Angeles, WTAE- TV Pittsburgh, WISH-TV Indianap- olis, KVOO-TV Tulsa, WFBG-TV Al- toona. Pa., KCMO-TV Kansas City, Mo., KHJ-TV Los Angeles, WXYZ- TV Detroit. CONTINUED ON NEXT PAGE T I Noveinb«r 9, 1964 FTIZT>AX AT 5 RKO Attacks NBC-WBC Affiliation Deals Washington — RKO General has attacked the NBC-WBC station swap ordered in an FCC decision of last July, from a new angle: If neither the Appeals Court nor the FCC will reverse commission's exchange or- der, RKO at least wants assurance that NBC's strong affiliation com- mitments to Westinghouse stations, made in the course of the original 1956 swap of WBC's lush Philadelphia outlets for NBC's Clevelanders, will be cancelled out. RKO says the strong affiliation commitments made in the course of the 1956 deal will hurt it not only in Boston (where NBC allegedly prom- ised WBC a perpetual affiliation) but in New York and San Francisco where NAB Answers Sen. Dodd Washington — In a polite letter to chairman Thomas J. Dodd of the Senate Subcommittee on Juvenile De- linquency, the NAB has said "thanks, but no thanks" to the suggested legal enforcement of NAB Codes on tv programing. NAB opposes establish- ment of any type of program stand- ards by the Federal Communications Commission. The broadcaster associ- ation says it shares Sen. Dodd's con- cern for youth, and agrees with need for continuing tv program im- provement — but the responsibility in programing must lie with the indi- vidual licensee. NAB also agrees that the public and community groups should b e heard about tv programing if they want to — but NAB opposes "any use of government fiat to force the media to engage in this colloquy." NAB believes that any move by gov- ernment into setting up "specific cat- egories" of programing for favor or disfavor, takes programing out of the hands of the licensee, and clearly runs counter to the first amendment. The jointly signed letter from NAB's vice president Vincent Was- ilewski and Code director Howard Bell points out that, according to the subcommittee's own interim re- port, "research scholars are cautious in their statements as to possible caus- al connection between conduct por- trayed on tv and subsequent con- duct of the viewer." NAB says it will cooperate in prospective research. all three parties in interest compete, and in fact in all markets. RKO sees Weslinghouse's Philadelphia "Wind- fall" as a competitive bonanza that will give WBC stations the edge ov- er RKO and all other stations in bids for national spot sales and fea- ture films, as well as inside track on NBC affiliation. RKO was on the very brink of a profitable exchange of its Boston stations, WNAC-TV - AM-FM for NBC's WRCV-TV-AM in Philadel- phia, until the commission stepped in. FCC would not renew the NBC Philadelphia licenses, and thus en- able it to meet Justice Department divestiture order, unless NBC swapped back with Westinghouse, giving up the "illgotten gains" allegedly pres- sured in the 1956 Westinghouse ex- change. RKO wants the FCC's order held up until the Appeals Court decides the case. In the event the court up- ends the NBC-WBC deal, there will be less "unscrambling" of assets and personnel than if the deal becomes a fait accompli first, RKO says. Dubonnet Doubles Order On 'Arthur Godfrey Time' New York — Dubonnet, whicl recently made its network radio coast to-coast debut on CBS' Arthur God frey Time, apparently liked what i heard — and doubled its weekly par ticipation on the show. The resul was "standing room only" for Godfrey Schenley Imports Co., U.S. mar keter for the aperitif wines, placec an initial order for two commercial* per week for 26 weeks (see Spo.nsor Nov. 2, p. 15) in mid-October. Aftei hearing Godfrey's way with the Du- bonnet message, the firm doubled iti order, purchasing all the remaining available time on the now sold-oui show. Commenting on the stepped-up ad- vertising, Scott Romer, advertising di- rector for Schenley, declared: "God- frey has done very well for Park anc Tilford's Tintex and Norex Labora- tories' Amitone, two other Schenlej divisions. We felt that he would pro- vide a perfect showcase for our ex- panded national sales program." Time was purchased through Nor man, Craig & Kummel, Inc. American Research Bureau Reports Stabilizing Trend in Top 20 Shows Beltsville, Md. — American Re- search Bureau reports that programs "showed further stabilizing trends dur- ing the week of Oct. 26-Nov. 1 with eight of the top 10 programs still in the top 10 and only two programs making the top 20 for the first time this season. New to the top 20 were Gunsmoke and Ben Casey. Here is the breakdown: ARB TOP 20 PROGRAMS BASED ON NATIONAL ARBITRON RATING ESTIMATES FOR THE WEEK OF OCT. 26-NOV. 1, 1964 Program Rating Estimate 1. Bonanza, NBC 29.6 2. Red Skelfon, CBS 27.1 3. Ed Sullivan, CBS 26.7 4. Andy Griffith, CBS 25.7 5. The Fugitive, ABC 24.5 6. Peyton Place 1, ABC 23.9 7. Bewitched, ABC 23.7 8. Peyton Place II, ABC 23.5 9. The Virginian, NBC 23.3 10. The Lucy Show, CBS 21.3 11. Lawrence \Ne\V., ABC 20.8 12. Corner Pyle, CBS 20.5 13. Candid Camera, CBS 20.0 14. I've Got a Secret, CBS 19.8 14. Dick Van Dyke, CBS 19.8 14. Combat, ABC 19.8 17. Wednesday Night Movie, NBC 19.7 18. Gunsmoke, CBS 19.5 19. Ben Casey, ABC 19.3 20. Jackie Gleason, CBS 19.2 Fair Trial for Pay Tv Council Backs Weaver Hollywood, Calif. — Echoing the sentiments of Sylvester L. (Pat) Weaver on the defeat of STV in California, Dana Andrews, presi- dent of the Fair Trial for Pay Tv Council and president of the Screen Actors Guild, called it a "tempor- ary set-back." "An incredible amount of money was spent by the theater owners of the nation to buy an affirmative vote," he declared, "but we expect that ultimately the courts will hold this prohibition measure to be un- constitutional." SPONSOR A top-drawer secret until Spot TV changed the picture Hudson brought the tissue box out into the open. And they did it via Spot TV. Back in 1957 Hudson Pulp and Paper, a regional adver- tiser, decided to compete with national advertisers for a bigger share of sales. Hudson filled out its line with bath- room tissues and paper towels. And, of course, facial tissues that made packaging history : The advertising 'came off with the wrapper! Hudson allotted 87^^ of the iadvertising budget for Spot TV, and was able to compete 'on an equal footing with national competition. Its brands now rank 1st, 2nd, or 3rd virtually every- where they're sold. And since 1957, consumer sales have increased by more than 300 "^c- Spot can change the picture for you. If you're a regional advertiser and want to introduce a new line of products, or compete with national advertisers on an equal basis in your markets — you can do it effectively with Spot TV. TvAR can show you how to put Spot to work for you in the eight major markets where their television stations are. You get more out of your advertising dollars when you spot your markets with Spot TV. Hudson learned that buying television by the market gave them the Showcase they needed. Learn for yourself. Call TvAR. TvAR TELEVISION ADVERTISING REPRESENTATIVES, INCORPORATED Representing: WBTV CHARLOTTE (JEFFERSON STANDARD BROADCASTING CO.) • WTOP-TV WASHINGTON AND WJXT JACKSONVILLE (POST-NEWSWEEK STATIONS) WBZ-TV BOSTON, WJZ-TV BALTIMORE, KDKA-TV PITTSBURGH, KYW-TV CLEVELAND AND KPIX SAN FRANCISCO (GROUP W STATIONS) TvAR Offices in New York, Chicago, Detroit, San Francisco, Los Angeles and Atlanta Novembar 9, 1964 5 P"' ' rr»«ld Fresldsnt and Publisher Norman R. Glenn s, sponsor NOVEMBER 9. 1964 • VOL 18. NO. 45 27 1965: big year for character licensing By sending video programs into America's homes, sponsors foster a whole new retail and promotion field: that of licensing tv-related commercial products 36 Tv: the (young) people's choice Animated tv character helps attract youngsters to Ohio station's 'Day at the Zoo' 38 Are you paying for debit decibels? The sponsor whose commercial can't even be heard, says a specialist in sound, isn't reaching — let alone, creating — cus- tomers 41 Media's all-media buyer Tomorrow's highly trained buyer will be a specialist with top responsibilities, according to a media man 44 More mileage via radio Auto equipment company uses sportscasts for on-air product promotion and the sportscaster , himself, for extensive dealer promotions off-the-air DEPARTMENTS Calendar 64 Publisher's Report 11 Changing Scene 46 Sponsor Scope 22 Commercial Critique 63 Sponsor Spotlight 60 Friday at Five 3 Sponsor Week 16 Letters 12 Week in Washington 13 SPONSOR!!- Combined with TV, U.S. Radio, FM® is published weekly by Moore Publishing Company, a subsidiary of Ojibway Press, Inc. PUBLISHING, EDITORIAL AND ADVERTISING HEADQUARTERS: 25 West 45th St., New York, N. Y. 10036. Area Code 212 581-4200. CIRCULATION, ACCOUNTING AND DATA PROCESSING HEADQUARTERS: Ojibway Building, Duluth Minn. 55802. Area Code 218 727-8511. CHICAGO OFFICE: 221 North LaSalle St., Chicago, 111. 60601. Area Code 312 CE 6-1600. LOS ANGELES OFFICE: 1655 Beverly Blvd., Los Angeles, Calif. 90026. Area Code 213 628-8556. ST. PETERSBURG OFFICE: 6592 North 19th Way, St. Petersburg, Fla. 33702. Area Code 813 525-0553. SUBSCRIPTIONS: U.S., its posses- sions and Canada $5 a year; $8 for two years. All other countries, $11 per year. Single copies, 40c. For subscription information write SPONSOR, Subscription Service Department, Ojibway Building, Duluth, Minnesota 55802. Second class postage at Duluth, Minnesota. Copyright 1964 by Moore Publishing Co., Inc. EDITORIAL Editor Sam Elber Feature Editor Charles Sinclair News Editor William S. Brower, Jr. Special Projects Editor Ben Bodec Managing Editor Don Hedman Senior Editor William Ruchfi Associate Editors Barbara Love Melvin J. Silverberg Gayle Hendrickson Editorial Assistant Patricia Halliwell Contributing Editor Dr. John R. Thayer Washington News Bureau Mildred Hall Field Editors Ernest Blum (East) John Bailey (Midwest) Production Editor Emily Beverley Regional Correspondents James A. Weber (Chicago) Sheila Harris (San Francisco) Frank P. Model (Boston) Lou Douthat (Cincinnati) Margaret Cowan (London) SALES New York Gardner Phinney Norman Gittleson Chicago Jerry Whittlesey Los Angeles Boyd Garrigan St. Petersburg William Brown Advertising Production Louise Ambros ADMINISTRATION Editorial Director Ben Marsh Production Director Harry Ramaley Circulation Director Joe Wolking Data Processing Manager John Kessler Circulation Promotion Gerhard Schmidt SPONSOR TV Film Projector A deluxe model with every feature your program people could ask for This new equipment does what you would expect from the world's most advanced television film pro- jector. It has deluxe features, like instant start, reversible operation and automatic cue. These assure the finest quality and versatility for color as well as black and white. Completely transistorized and auto- mated, the TP-66 is specially designed for TV film programming's faster pace. INSTANTANEOUS START-Start and show buttons can be pushed at the same time, since projector sound is stabilized within 0.3 second. A pre-roll period, prior to switching pro- jector "on air," is not necessary. Start is instantaneous, allowing preview of upcoming film when desired. STILL-FRAME PROJECTION-Single frames can be shown at full light level for extended periods, permitting preview of first frame at start, or for special effects. Film is always com- pletely protected by a filter that automatically moves into light path during still-frame use. FILM REVERSING — Film motion can be reversed— a time- saving feature when rehearsing live or tape shows with film inserts ... or as an imaginative production device. AUTOMATIC CUEING-For full or partial automation, films can be stopped and cued up automatically. This eliminates the need for manuall.v threading and cueing individual films, eliminating human error. AUTOMATIC LAMP CHANGE-Both projection and exciter lamps are automatically switched in place, when burnout occurs. These time-saving features assure continuous opera- tion and avoid costl.v delays. AUTOMATIC LOOP RESTORER-Unique fail-proof feature eliminates need for human intervention, makes unattended operation practical. TRANSISTORIZED SOUND-The TP-66 can be equipped for both magnetic and optical sound systems. Fully tran- sistorized for finest quality and reliability. NOW BEING DELIVERED For full particulars, write RCA Broadcast and Television Equip- ment, Building 15-5, Camden, N.J. Or see your RCA Broad- cast Representative. The Most Trusted Name in Television New 16mm Television Film Projector, Type TP-66 I November 9, 1964 w *i "i^'::^_r Nk-S i I Shining morning face willingly at school So much to see... so much to discover... so much to learn. And it's so much fun when you get your picture of this chang- ing world from friends you've come to know and love. When little girls react emotionally, they react whole- heartedly. As do little boys for that matter.* It takes the professional know-how of 154 WBNS-TV staffers to inspire this kind of emotional involvement, but the know- why is even more important. That comes from being born and raised in Central Ohio and eager to earn the continued trust and confidence of our neighbors. Only then can we be certain that WBNS- TV is the station where seeing is believing. *They poured out more than 80,000 nickels for fun and games when WBNS-TV held a day for them at the Columbus Zoo Amusement Park almost 20 miles from Broad and High. WBNS-TV CBS TELEVISION IN COLUMBUS, OHIO Affiliated with WBNS Radio (AM-FM) and the Columbus Dispatch. Represented by Blair TV. v^^x^l^ V^i^>^ You'd cry like a baby if you really knew what goes on at media meetings Time short. Pressure high. Deadlines close. Media files absent. Media decisions must be made — and you can't be there, in person. But SRDS is almost always* there, and with your Service-Ads in SRDS> yOUARf THERE selling by helping people buy. ^/n National Analyst, Inc. survey, 83% of agency execufives say SRDS is accessible in client meetings. S15Z>S STANDARD RATE & DATA SERVICE, INC. T/ie Nofiono/ Aufhor/fy Servi'ng fhe Medi'o-Buying function C. laury Bohhof, President and Publisher 5201 Old Orchard Road, Skokie, III. 60078 YOrktown 6-8500 Sales Office-Skokie • New York • Los Angeles 10 SPONSOR Nivej Publisher's There's no mystery about SPONSOR At least once a year every business paper publisher ought to tune his advertisers and readers in on his progress. My first attempt along these lines was titled "One Year in the Life of Sponsor." We made history in those early days and 1 was eager to tell about it in simple, behind-the-scenes fashion. The reaction I got encouraged me to continue these personal commentaries. The peak was reached, 1 think, when 1 wrote one headed "The First Ten Thousand Pages." Soon thereafter 1 received a flood of phone calls and letters not only from readers but fellow pubMshers as well. It developed that the redoubtable Edgar Kobak, then president of Mutual Broadcasting Sys- tem but a publisher at heart, had brought it to the attention of the Busi- ness Paper Publishers Assn. convention with the remark that it was lamentable that more publishers didn't let their advertisers and readers in on the inner workings of their magazines. This particular column fills you in on what we've been doing S.O. S.O. means Since Ojibway. Ojibway Press bought Sponsor last December after many months of negotiations. As always happens, the air before and after the sale was charged with rumors and predictions of what was ahead for Sponsor. But Sponsor and Ojibway knew exactly what they wanted to accom- plish. We had devoted numerous sessions to agreeing on objectives, goals and procedures. When Sponsor was sold, the old management and the new owners were in full agreement. We would work to turn out a book that offered so much to the busy agency and advertiser executive involved in broadcast advertising that we must become one of his reading favorites. We would work to mesh hard news, confidential news and useful articles into one fast reading package. We would work to make Sponsor indispensible to the national spot timebuyer. We would work to expand our 4900 ABC-Audited agency and ad- vertiser circulation to 7000 by the end of 1964. We would work to achieve Monday morning mail delivery of Spon- sor in every section of the country so that the reader could count on a regular reading habit. Have we succeeded? Editorially, the hard news, confidential news and articles have blended into one smooth package. That they did blend is a miracle — a miracle that our reader response has acclaimed throughout 1964. We've added editorial color, added newsletters, improved the staff. Our circulation goal was met and passed with our issue of Sept. 28. By that issue our agency and advertiser circulation, aided by a hard- hitting promotion effort, was 7793. That's by far the highest of any ABC-Audited book of the broadcast field. The U.S. mail, with minor exceptions, is working for us. We're in mail sacks late every Friday night and on your desk Monday morning. We're told we're the only broadcast book to get good distribution that you can count on every Monday morning. I expect to have more to add soon. You can expect to be kept posted. T7-Z^-t/ November 9, 1964 COVERAGE; WHAT IS IT? A few years ago the A. C. Nielsen Company made its last attempt to measure effective coverage. In spite of the abuses perpetrated upon these figures by advertisers and stations and in spite of the techniques w/ith which many found fault, the idea of measuring delivered audience rather than signal strength had much merit. Better coverage by a station must mean more people or it doesn't mean anything. 50,000 watt WPTR has a 50,000 watt competitor along with lesser signal stations yet look at the figures: 10 County Outer Survey Area (Pulse, July '64) 6AM-6PM, M-F Station Per Per Per 1/4 hr. V4 hr. 'A hr. Aver. Aver. No. Share 24 Rating 4.3 Homes WPTR 6609 X 14 2.7 4150 Y 12 2.3 3535 Z 2 .4 615 So you see, signal strength alone does not determine effective cover- age. Ask your East-man for a com- plete analysis, and remember this is just a measurement of the ten coun- ties Immediately adjacent to the metro area. The further away you get the greater is WPTR's relative lead and the MORE PEOPLE PER $ WPTR DE- LIVERS THAN ITS COMPETITORS! Coverage: More people per adver- tising dollar on WPTR Ask your Eastman about . . . WPTR Represented by the Robert E. Eastman Company fifteen forty PTR 50,000 Watts 1540 KC ALBANY - TROY - SCHENECTADY Perry S. Samuels Vice President and General Manager —WPTR »•>««'<> •><>«•>•> J II UNBUDGETED Because the gooey residue of trick-or-treat candies hasn't been combed out of the front lawn as yet, I'm reminded that on that one fun night last week 1 witnessed the greatest array of living promotion spots for television programing that a network promotion man and a client ad manager could share in mutual dream-of-merchandising heaven. The seemingly endless parade of masked moppets costumed as the characters who mince, wriggle and bound across our tv screens all week long — every week — was a procession of short, fat, lean, tall (for its age) and squeaky promos with no regard for network alle- giance in the way they were paired. Nor did they display any regard for the incongruities of coupling live and animated facsimiles. The further disregard of prime-time net- work characters fraternizing with out-of-prime-time syndication per- sonalities was flaunted defiantly and frequently at the donors of the Halloween loot. Apart from the facility with which we were able to identify the sponsoring brand names that bring the two dimensional originals to us on a night-by-night schedule, there was a monumental fascina- tion in the image of this moment- by-moment tableau going on in the doorways of almost all of the homes, on every street, in all the cities of the nation. What a promotion bun- dle this could cost any client if he had to pay for it! The character-and-name-licensing by networks is a fat by-product pro- motion payoff for tv clients. Bill Ruchti takes a close look at this growing industry in the story begin- ning on page 27. )CUM, sefo^ Curiosity over Cat? What ees eet, senores? The most popular guess here [about the object in KTRK-TV Houston's ad on the cover of Spon- sor's Spanish-language issue, Oct. 19] — a not particularly attractive piece of glass sculpture. If not, what, please? And the connection with the sky- line, also, please. S. Patterson Cole & Weber. Inc. Seattle, Wash. ED note: This one's drawn lots of queries. A straw vote in the Spon- sor offices decided that the tall object looming over Houston's sky- line in the KTRK-TV ad is a glass cat. As for the connection with the skyline, maybe the station is trying to tell us that it's "top cat in Texas." Any other ideas? Actuarily Your article on life insurance companies in the Nov. 2 issue was most interesting and helpful. You mentioned in it that Prudential's The Twentieth Century is the long- est-running, continuously sponsored network public affairs program on television. If you check further, you'll find that it is the only network show of any type which has been fully sponsored by one advertiser 52 times per year for seven, going on eight, years. Not only that: its rat- ings keep getting better as years pass by — a tribute to the pro- gram's quality and to the tastes of tv viewers. Paul Keller Vice President — Research and Media Reach, McClintan & Co. New York Thorough Plaudit Beyond any doubt, your recently published feature article on Span- ish-speaking markets is the finest piece of reporting that any publica- tion has done on this important segment of our buying population. Your insight into the Latin mar- kets from the advertisers' viewpoint was penetrating indeed. The thoroughness employed by Charles Sinclair and the rest of your edi- torial staff resulted in an authorita- tive and convincing story. We would like to see more fol- low-up articles on the Spanish mar- ket story in Sponsor magazine. Spanish radio is rapidly approach- ing adulthood and there are many important ideas and developments which are born that should not have to wait for a once-a-year Spanish feature article. Warren Suuman General Manager Tele-Radio & Tv Sales, Inc. New York ED note: Watch for a feature article on the air media in Puerto Rico in a future issue of Spon- sor. We Apologize Sponsor Scope in the Nov. 2 issue of your usually well-informed magazine has succeeded — uninten- tionally I am sure — in depressing considerably the undersigned. Not only was my job for the past seven years apparently non-existent, but so was my employer, Leo Burnett Co. I refer to the item on page 28, "39 Million in P&G Serial Mill." Among other erroneous statements, the production of Search for To- morrow was credited to Compton Advertising. Search, the longest running daytime serial (and second highest rated weekday tv program in the latest Nielsen report) has been produced by Leo Burnett Co. since the demise of the Milton Blow Agency several years ago. To itemize the errors in the para- graph referred to: (I) Five "P&G- controlled serials" are mentioned, but only four are listed. (The fifth is Another World on NBC-TV with production responsibilities handled by Y&R.) (2) As the World Turns is a half hour in length, not one hour. (3) Ed^e of Night is only a half hour program. (4) (And most important) — Leo Burnett Co. is one of the four producing agencies to P&G productions. Frank W. Dodge Producer, Search for Tomorrow Leo Burnett Co. Chicago ♦ 12 SPONSOR THE WEEK in WA-SHINGTON AS VIEWED BY OUR WASHINGTON NEWS BUREAU November 6, 196k When politics stepped out of the tv spotlight last week, the burning interest in the American as a voter gave way to the equally burning inter- est in the American as a viewer and a consumer. A move toward climax seems inevitable as government and the broadcast industry resume their traditional dialogue on the quality — or lack of it — of tv viewing as American family fare. Government pressures will come out of federal agency hearings, surveys, studies and consumer reports, past and to come, with assists from Hill com- mittees and individual legislators. Industry will rack its brains and gamble its money, study ratings and try to keep on solving the enigma of what the viewers want, and what will bring in revenues for support of the free tv system. It will defend some- times admittedly un-defendable programing, and watch praise for its gigan- tic national affairs coverage dwindle in post-election climate. It will keep an eye on programing on pay tv and worry over possible origination on CATV wires. Multiple station groups will muse over the Met- romedia move into "do it yourself" programing via Wolper production buy. In the background of this particular government-industry standoff on the American consumer's tv entertainment, is the election of President Johnson to four more years. Johnson has declared himself for free enter- prise, and the loose-rein in agency regulation. He is also an avowed pro- tector of the consumer and American youth. He is also a skilled politician. Consensus here is that if the tv pro- graming issue should ever erupt on a nationwide scale (and it took only one quiz show four years ago) — the President would cajole compromise from both sides without ostensibly favoring either. The FCC— itself hopelessly divided on its rights and duties in program- ing supervision — has been teetering on the brink of some sort of action since its I96O programing hearings. A while back, it was the business of comparing "performance with promise" in "overall" programing. Then it was community -level criticism, to be sought by licensees. Currently, the commission approach leans toward the revised program reporting forms — and the report of its Office of Network Study. In the latter, author Ashbrook Bryant would cut network program ownership to ^0 percent of entertainment fare in prime time, set up a conpulsory association membership with self-imposed sanctions, and regulate, not license networks. The FCC agonized months on both items. Justifiably, it shrinks from censorship — but, at same time there are constant cries to "do something!" CONTINUED ON NEXT PAGE Novemb«r 9, 1964 13 THE WEEK i» TVA-SHINGTON AS VIEWED BY OUR WASHINGTON NEWS BUREAU Interested legislators who are prodded by letters from parents and PTA's, educators and. church and civic groups make up the interested groups. The blame has consistently fallen heavily on the networks, sometimes for program choices they could have helped — sometimes for reruns of old and gory melodrama long since discarded. Networks have two solid arguments ; one against any form of censorship, and the other against self-inflicted revenue loss. As free enterprise, they rightly argue that they must win advertiser revenue, which means wide audience acceptance for programing in prime time. Diversity is the answer suggested by FCC commissioner Lee Loevinger, and network study director Ashbrook Bryant, but the routes differ. Loevin- ger wants the conpetitive diversity of many outlets on many channels by many and diverse owners. Bryant would have diversity of program sources and "more competent decisional talent in program production." Speaking for himself, Bryant told this reporter he feels that program production restricted to "too few hands" constitutes a real censorship, Bryant acknowledges the basic industiy dilemma of money versus art. "This problem has always been present in creative art designed for mass consumption. Because of tv's impact, there is a real social problem— and at the same time, there are real money problems involved for the industry. The networks would put on all -Shakespeare shows in a minute if it would bring in revenue. But it can't — and never will." On the subject of setting up "standards" for "good" programing, the student of a decade of network practices bluntly rejects the idea. "The last thing I would ever want to see is a decisional function put into the hands of the government. A lot of very responsible people who wanted to inprove tv programing quality told us during the I96O hearings that the FCC ought to set up some kind of standards — but no one has ever made it clear how this could come within the FCC's jurisdiction," Like commissioners Loevinger and Rosel Hyde, Bryant holds the FCC can act only under strict statutory law. Regulation does not go beyond matters of obscenity, blaspheiry and lottery. Only Congress could set up any addi- tional program surveillance. Bryant would like to see industry give the creative writers a "fair shake — more voice in the programing." He believes the mangle of "committee" decisions among various echelons kills creativity. He mentioned testimony to writer predicament in Merle Miller's "Only You, Dick Darling," and "Tv Viewing," written in I962 by Columbia University's Eric Barnouw. Both writers were graduates of the committee decision maze for tele- vision scripters. '€^,A^ /M^ 14 SPONSOR ^n an all-channel monaural moose I n earlier years, out here in our moosey country, when pioneers felt the need of strength & unity, they circled the wagons. Following the same sound principle, we have circled our TV statioiis. Opposing forces realized the utter futility of attacking our brave huddlintr toiiether of "S VHF stations plus 135 Goosers (named in tribute to our beloved Canadian Honkers). Well & good. But is our land really worth attacking in 1st place .-' Is it not so that Montana, Idaho & Wyoming (Skyline TV Network territory) are populated primarily by moose? G, lad you asked. We reply thusly: Per- chance. But something out here in area reached by Skyline TV Network accounts for $1.3 billion RMS (Retail Moose Sales) annually. (Whether people or moose not yet pinpointed.) Skyline among top 100 Moosemarkets. Eager to supply more vital, compelling moostatistics. Have same running out our antlers. To properly publicize all this, we are presently thinking about running a monstrous contest. As 1st prize, are considering a genu- ine stuffed Skyline moosehead that will play soothing background music, possibly have TV set within well-toothed mouth. In any event, it will be a prize any devoted moose collector will treasure always, guaran- teed to add an enormous amount of decor to any room or office. B ut grasp this: our contest will not be open to just anybody & everybody. Thus if you would like to be one of the select, privileged folk to receive complete rules, if & when we ^ti them all figured out, vvrite to: X Skyline r-f— i Network P.O. Box 2'557 *A . I Idaho Falls, Idaho Represented nationally by George P. Hollingbery Co. In the Northwest: Art Moore & Associates Our utterly splendid network, broadcasting attention- arresting sounds with accompanying pictures often completely in focus consists of the following VHF stations: KOOK • Billings KFBB • Great Falls KXLF • Butte KID • Idaho Falls KMVT • Twin Falls Skyline Network P O. Box 2557 Idaho Falls, Idaho Gentlemoose: All my life I have yearned for a stuffed moosehead that plays soothing background music. Tell me how perchance I can make my dreams come true. STV-C ADDRESS CITY ST.JlTE COMPANY TITLE D I would like more moosefacts about your Skyline TV Network if you cross your heart no salesman will call. n I would like to gaze upon & converse with a real actual Skyline TV Network Moose Salesman. Have one phone me sometime. November 9, 1964 15 Computers Star in Election Night Coverage New York — With Network Elec- tion Service collecting the figures and providing them simultaneously to the three networks and wire ser- vices, the stars of election coverage on tv were the computers, and probably the most frequently aired word was "projection." Each of the networks featured its own computer systems. NBC's was Electronic Vote Analysis (EVA); CBS dubbed its system Vote Profile Analysis (VPA), while ABC declined to use a label. All three networks offered pro- jections of both national and state races early in the evening, but, in an effort to take the onus off the prognostications, repeatedly urged viewers who lived in states where the polls were still open to go out and vote. Presumably, this was done in answer to critics of comput- erized forecasts who have argued that projections of victory for one candidate or another could affect voting patterns in areas where the polls were still open. Some critics, particularly in California, have gone to the extent of proposing legisla- tion in this area. Network Election Service report- edly cut about one hour and 19 minutes from time necessary to tab- ulate results in past elections. Head- quartered in New York, each of the networks and the wire services were responsible for a specific number of states with all figures going directly to the pool. Aim of NES was to speed gath- ering of returns, eliminate duplica- tion of effort and reduce viewer confusion. In the past, with returns coming in from many sources, the viewer, hopping from channel to channel, often received conflicting information on the election's prog- ress. Network, Wire Officials Praise NES NBC EVA" New York — Network and wire service executives were unanimous in their praise of NES. the pooled election coverage, indicating that the service will be used in future elections. "NES did an excellent job," de- clared William B. McAndrew, ex- ecutive vice president for news, NBC. "It was the best reported election that Fve ever been involv- ed in and Eve been involved in them since 1936. I believe NES was one of the smoothest opera- tions I've ever seen." Elmer W. Lower, ABC News vice president, declared that "over- all, it has been a highly success- ful evening for NES and we can easily improve and strengthen our coverage even more in 1966 and 1968." Declared Fred Friendly, CBS News president: "I think it was a historic night for American jour- nalism. The networks and wire services were able to collect more votes faster than had ever been collected before. It was a great breakthrough." Dubbing the experiment a "great public service," Wes Gallagher, general manager of AP, said, "The pooled election service provided the public solid results far earlier than before. The vote count was so fast that it made unnecessary the use of vote projections by newspapers, since they had defin- ite results in hand for early edi- tions." Gallagher added: "There were some tabulation errors but they were quickly caught and did not affect the reported result in any race." Earl J. Johnson, UPI vice pres- ident and editor, described NES as "a well conceived and well ex- ecuted enterprise." ELECTION NIGHT RATINGS PICTURE New York — Here is a break- down of how the various rating services saw the election night coverage: Share of Rating Audience National Arbitron NBC 25.8 48% CBS 20.1 37% ABC 8.0 15% Trendex NBC 28.4 52% CBS 18.4 33% ABC 8.3 15% New York Nielsen WNBC-TV 28.8 52% WCBS-TV 20.6 37% WABC-TV 6.5 1 1 % Note: Ratings covered the period from 7 p.m. to 1 1 p.m. on elec- tion night. 16 SPONSOR Hollywood Ad Club and IRTS Announce Special Affiliation New York — The season for rec- iprocity has apparently arrived. First harbinger was Network Elec- tion Service in which the major net- works and wire services pooled their coverage resources on election night. Latest brotherly moves in- clude announcement that the Inter- national Radio and Television So- ciety and the Hollywood Advertising Club have formed an affiliation, and reports that the Associated Press So- ciety of Ohio and the Ohio Associat- ed Press Broadcasters Assn. have begun talks on the possibility of forming a single organization. IRTS and the broadcast-minded Hollywood Ad Club have approved an agreement that will give members of each all membership privileges in the other except voting. IRTS members will be able to take part in HAC affairs and vice versa. Also, each organization will have representation on the other's board in an ex officio capacity, with Har- ry Saz, vice president in charge of media services, Ted Bates & Co., Inc., New York, as the HAC desig- nate-member of the IRTS board, and Herminio Traviesas, vice pres- ident in charge of the Hollywood of- Funt, Bendick Join Forces New York — A pair of broad- cast veterans, Allen Funt and Rob- ert Bendick, have joined forces for the stated purpose of "developing new concepts for a variety of en- tertainment media." Operating under the banner of Allen Funt Productions, Inc., pro- jects under consideration include tv, full-length feature films, and both Broadway and off-Broadway presentations. Funt is best known for Candid Camera on television and the earli- er radio version. Bendick, a long- time producer and director, has handled such shows as Today and Wide, Wide World, plus several Du Pont specials. He also did a stint as director of tv news and special events at CBS and was co-producer and director of "This Is Cinerama" and director of "Cinerama Holiday." November 9, 1964 fice of BBDO, as the IRTS desig- nate member of the HAC board. Commenting on the new arrange- ment. Jack O'Mara, president of HAC, said: "The HoUywood Ad- vertising Club, by its name and by its tenets, is basically an advertis- ing organization, but its location, history and membership have orient- ed it strongly toward broadcasting. Thus we are delighted to join forc- es with IRTS." For his part, Sam Cook Digges, IRTS president, said "both HAC and IRTS have many programs which benefit their members and the industry. Through mutual pro- motion and participation, the pro- grams of each will be expanded." At a meeting in Columbus, Ohio, involving 150 newspaper editors and radio-tv executives, the Associated Press Society of Ohio and the Ohio Associated Press Broadcasters Assn. appointed a joint committee to in- vestigate the possibility of a merger. IWMCA Suspends Gray; Charges Unfairness New York — Charging that he failed "to adhere to WMCA's stand- ards of fair play during an inter- view with Senator Keating's admin- istrative assistant, Milton Eisen- berg, on an election eve broadcast," WMCA has suspended interviewer Barry Gray. The WMCA statement stressed that "the suspension was not related to any editorial position taken by Mr. Gray on the air. The issues in- volve WMCA's integrity, the sta- tion's standards of fairness and the courtesy accorded to guests on WMCA programs." For his part, Gray admitted that he lost his temper with Eisenberg, calling him an "oily guest." That's what apparently caused the suspen- sion, he said. Eisenberg said Gray became angry a number of times during the interview. The suspension means a loss of an estimated $2000 a week for Gray. Substituting for Gray on WMCA's election night coverage was Ed Brown of the station's news and public affairs staff. TyQ Reports Flipper' and Bewitched' Are Tops with Small Fry Tv Viewers New York — Both moppets and teenagers have responded favorably to the new crop of television shows, judging by a just-released report from TvQ. The six- to eleven-year-old brack- et included seven of the new shows among its top ten, while teenagers gave the nod to eight of the new offerings among their top ten. TvQ points out that not a single new show managed to make even the top twenty list of people 50 and over "who preferred to remain faithful to such long-time favorites as Lawrence Welk, Perry Mason and Password. Here is a breakdown of the top ten shows among the six- to eleven- year-olds as taken from the second October TvQ report: 1. Flipper 2. Bewitched 3. Beverly Hillbillies 4. Walt Disney 5. Flint stones 6. Daniel Boone 7. Addams Family 7. Munsters 9. Gomer Pyle 9. Jonny Quest Favorites among the teenagers included: 1. Bewitched 2. Gomer Pyle 3. Bonanza 4. Man From U.N.C.L.E. 5. Fugitive 5. No Time for Sergeants 7. Flipper 7. Shindig 9. Daniel Boone 9. Gilligan's Island 9. McH ale's Navy 9. Patty Duke Show TvQ points out that its compar- able report last year showed the younger children's list with five new shows and the teenagers' list with three. 17 SPONSOR WEEK Rep Exec Stresses Tv's Contribution to Economy PGW's Lloyd Griffin emphasizes television's ability to reach great numbers of people in short amount of time Tulsa — Citing television's nation- al accomplishments as a sales and business stimulator, Lloyd Griffin, tv president of Peters, Griffin, Woodward, Inc.. station reps, last week told a meeting of the Tulsa Advertising Federation that the heart of television's importance to the advertiser is "its ability to reach great numbers of people quickly, to demonstrate and display a new product or service — in short, to take the advertiser's product and his salesmen right into 30 percent, 50 percent, 75 percent of all tele- vision homes in the given market in a matter of two or three days." Griffin summarized tv's contribu- tion to the Tulsa economy by point- ing out that since 1949, approxi- mately $35 million was spent in the Tulsa tv market by national adver- tisers. In the same period, an even greater amount — $35 million to $40 million — was spent in the pur- chase of tv sets, he said. Also, Tul- sa consumers spend about $16 mil- lion dollars a year for maintenance, repairs and electricity to keep their tv sets operating. Griffin added: "These direct ben- Griffin business stimulator" efits, however, are dwarfed by the effects of television's influence on the sale of goods and services in the Tulsa market. Groceries, drugs, automobiles, gasoline, insurance, clothing, appliances — all the things that give lift to our economy, that make jobs in stores, in factories, in mines, farms and transportation." Griffin said that in the 15 years since tv came to Tulsa, per-family retail sales in Tulsa have increased TelePrompTer Reports Record Earnings New York — TelePrompTer Corp. reports that its nine-month earn- ings "continued at a record pace" with net income of $288,198 on a gross revenue of $3,375,929. This represents a jump into the black over the previous period last year when the firm reported an op- erating loss of $65,529 prior to a special credit of $142,595. Gross receipts in 1963 for the first three quarters were $2,919,070. Third quarter profits were also up, from $7841 last year to $47,- 709 in 1964. Irving B. Kahn, chairman and president, said that the continued satisfactory results in the third quarter, traditionally a slow period in TelePrompTer's principal activi- ty of community antenna television, assured the company of the most successful year in its history. The firm acquired CATV sys- tems at Horseheads, N. Y., and Tuscaloosa, Ala., during the third quarter bringing its total of owned and operated systems to 16, serv- ing an estimated 200,000 viewers. In addition to its rank as the second largest CATV group own- er, TelePrompTer also offers closed circuit tv and other services for in- dustrial meetings, special events. by $1654 per year, or $1.6 million annually for each 1000 families in the Tulsa market. "We do not for one moment be- lieve that advertising is solely re- sponsible for this increase," Griffin continued, "but it has certainly con- tributed most substantially. News- papers, magazines, radio, outdoor and all other media were part of it, but television is the only new selling force that has been brought into the market in the past 15 years and national advertisers have spent more money in this new medium than in any other." Griffin's talk before the Tulsa AFA was at its "Salute to Tulsa Television" dinner held to honor the community's three tv stations — KOTV, KTUL-TV and KVOO TV. Xerox Special To Be Aired On National Spot Basis Hollywood, Calif.— The first of the Wolper-produced specials for Xerox, Let My People Go, will be telecast in 175 markets on a na- tional spot basis during a one- week period in March, 1965. Wolper Productions points out that this is the first time in its his- tory that Xerox has sponsored a show in this manner, "joining other Wolper sponsors — Timex, Shulton, Liberty Mutual Insurance, Tidewa- ter Oil, etc. — which have utilized this effective plan for reaching its nationwide market." Xerox has five other specials in the works, but whether or not they will be aired on a national spot basis or on a network has not yet been determined. The premiere show is a docu- mentary about the exodus of Jews from Europe and the formation of the state of Israel. Another program scheduled for Zerox will be The Making of the President 1964, a sequel to Theo- dore H. White's The Making of the President 1960, also bankrolled by written, with White handling the script. 4i 18 SPONSOR ipansar IS FOR THE SPONSOR, NO OTHER PUBLICATION IS. November 9, 1964 19 SPONSOR WEEK RAB's David Sees Radio Creativity Explosion Tells Midwest ad execs creativity advantages account for one-third of radio business; criticizes tv trend Kansas City, Mo. — Underscor- ing what he called a "creativity explosion" in the past 18 months, Miles David, administrative vice president of Radio Advertising Bureau, last week declared, "As much as $100 million of radio billings nationally and regionally result from the ability of radio ad- vertising to say it better than any other medium." The RAB executive's remarks were in a speech before the annual Ideas Today convention for 500 Midwestern ad executives. The convention is sponsored by the ABC-TV Plans Original Hour Dramas Next Season New York — In what could be construed as an answer to critics of television who have bemoaned the virtual disappearance of anthology drama (i.e. Studio One and Play- house 90), ABC-TV is planning a series of hour-long original dramas for the 1965-66 season. Dubbed Crisis!, the series will feature on-location production via videotape and will have Hubbell Robinson, programing chief for CBS during the heyday of anthology dra- ma, as executive producer. Producer of the series will be Robert Alan Arthur, another tv drama veteran. Commenting on the new series, Edgar J. Scherick, ABC programing vice president, said, "It [Crisis!] will mark a renaissance of television drama, and its potential for dramatic excitement has already rekindled the enthusiasm of many of the writers, directors and performers who were important to tv in its early days and who have gone to other fields." Scherick said that among those who have expressed enthusiasm for the new series are John Franken- heimer, Sidney Lumet, Reginald Rose. Gore Vidal, Merle Miller and Jason Robards, Jr. 20 Kansas City Advertising & Sales Executives Club. Declared David: "The creative advantages of radio account for as much as one-third of radio's na- tional-regional business today, be- cause there has been an unprece- dented increase in use of imagina- tive techniques in radio's commer- cials — a creativity explosion." Arguing that the best comedy writing in America today is being done for radio commercials, Da- vid pointed out that the creativity resolution was not confined to any one type message — that in addi- tion to mastering humor, radio copywriters have learned to make more imaginative use of sound ef- fects and have learned to "put sell into the music to accompany the sell in the words of musical commercials." David added that the only com- mercials revolution comparable to the one taking place in radio is now occurring in tv. "The trend to- ward fantasy," he said, "is now sweeping through television with about the same speed that the rise in creativity hit radio." Expanding his thesis, David was critical of the trend in tv com- mercials. "Radio's creative revo- lution was balanced," he declared. "Imagination took effect in a vari- ety of ways. Television's trend is toward fantasy — with magical things happening to housewives in the kitchen — and is usually clum- sy by comparison. And like every- thing else in television it is, un- fortunately, a copycat revolution." Looking into his crystal ball, David predicted that in 1965 many agency copywriters will actually ask to be assigned to radio, "re- versing the trend in which a radio assignment was almost like being sent out to the branch office." David also predicted that in the future "more and more of the best television commercials will be scenic wallpaper used as eye-resters to accompany the sound-track of a radio commercial. As it is now, many of the best tv commercials are radio tracks accompanied by visuals. ' Their sell is in the sound." RAB: Picture Absence Added Dimension in Radio Toronto — Also beating the drums for radio creativity last week was Robert H. Alter, RAB vice president and director of national sales (see story above). Declared Alter before the Radio and Television Executives Club of Canada: "The absence of a picture is an added dimen- sion in radio advertising. Often a picture interferes with the sell- ing message because people may not visualize your product ex- actly as the picture shows it." The RAB vice president add- ed that it "has been said many times but never often enough that radio allows the consumer to create his or her own visuali- zation of the advertised product." In the course of demonstrating examples of creativity in radio spots. Alter had a word about the use of music. "There is a growing skill, almost a technol- ogy, in the effective use of mu- sic," he said. "Years ago, a com- mercial was considered success- ful if the music didn't drown out the words. Today every sec- ond of music as well as the spok- en words are planned minutely for maximum effort." Alter, by way of summary, declared, "Radio sells well not only because of the audience it delivers but because of the way it is being used." ^^ SPONSOR GOP Protests Election Day Spot Washington, D. C. — A five-min- ute Democratic political talk aired on NBC-TV's Today last week stirred up a hornet's nest, with the possibility of legal repercussions in one state. The talk, taped by vice presiden- tial candidate Hubert Humphrey for airing election morning, drew the fire of GOP chairman Dean Burch who labeled it an "irrespon- sible, last-minute blow beneath the belt after the bell had sounded." In Minnesota, the talk was aired on KSTP Minneapolis-St. Paul, and drew the comment from the , Republican state chairman that it clearly "violates the Minnesota Cor- rupt Practices Act." KSTP general manager Stanley I Hubbard, Jr., pointed out that the station had no prior knowledge of the show, indicating that it "caught everyone flat-footed." In Waseca, Minn., where the an- nouncement was also noted, Einar Iverson, Waseca county attorney, said he was requesting District Judge John F. Cahill to assemble a grand jury. "The evidence should be sub- mitted to the grand jury for pos- sible prosecution under the Min- nesota Corrupt Practices Act," Iver- son said. (Violation of the Minne- sota Corrupt Practices Act con- stitutes a gross misdemeanor punish- able by up to a year in jail or a fine of up to $1000 or both.) Hubbard said he felt the incident would probably be classified as a misdemeanor for which the fine would be $100. Minnesota attorney general's office said enforcement of the law is up to county attorneys. CBS and Yankees Make It Official New York — The wedding cere- mony was conducted with only members of the immediate family present. William Paley, CBS board chairman, and Frank Stanton, presi- dent, last week met behind closed doors with Dan Topping and Del Webb, co-owners of the New York Yankees, to sign the papers that put CBS into the baseball business. The signing was without fanfare, in striking contrast to the furor pro- voked when word of the sale was first leaked. Throughout the storm that fol- lowed and the threat of anti-trust action, CBS has stoutly denied any ulterior motive in its $11.2 million purchase, insisting that ownership of the Yankees would not give CBS-TV any bargaining edge in bid- ding on future baseball telecasts. Also denied was any suggestion that CBS bought the baseball club to protect itself from any future pay-tv incursions into sports. The statement at the formal signing simply said: "CBS confirmed this morning that its acquisition of 80 percent interest in the New York Yankees became effective today. Under a five-year contract, Dan Topping will be president and chief executive of the New York Yankees, Inc.. continuing his former function. Ralph Houk will be vice president and general manager." The last obstacle to the sale was removed a few days earlier when the Justice Department decided against an anti-trust suit. The pos- sibility of future action by the de- partment would depend on how CBS handles the Yankee operation. Point at issue was whether CBS, al- ready a potent force in the enter- tainment world, should be allowed to extend its influence. Mitch Miller Applies For D.C. UHF Station Washington, D.C. — "Singalong" Mitch Miller, trading as All American Television Features, has applied for UHF channel 50 in this city. Miller told the FCC he is aware of stiff com- petition facing him, with four VHFs in the area, one educational and one commercial UHF (WOOK- TV, which is Negro-oriented). Miller optimistically hopes to break even on first-year estimated costs of $350,000. Programing plans are largely for half-hour syndicated, film and one feature film nightly, plus two Mitch Miller half-hour shows: Evening with Milch on Saturdays and Young America Plays and Sings, a live music-education feature weekday afternoons. The Miller application contains a blast at rating services made in his talk to the Pennsylvania Broad- caster Assn. only six days after the three-and-a-half year Singalong show was cancelled at NBC. Mitch disclaimed any "sour grapes" atti- tude, but he said ratings didn't tell advertisers what they needed to know about product identification and quality of shows to promote a particular product. The Singalong star, once in the top- 10 rated shows, said adver- tisers use "scatterplan" because network programs are so alike as to be practically interchangeable to an advertiser. Smiles apparently still prevail in the CBS-Yankee ment of the transaction in August are William Topping, St., (left) president and chief executive Webb, a co-owner of the baseball club. The first word of the sale two and a half months affiliation. Shown here at the official announce- S. Paley, CBS board chairman, with Daniel R. officer of the New York Yankees, Inc. and Del E. signing last week was quiet in contrast to the ago. November 9, 1964 21 PROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVERTISING The prime 20 needs promoting There's a rather soft market for prime 20s between now and the start of the pre -Christmas spot tv season. What threw this situation into sharp relief: mass exit of the politicals. Handicap- ping the disposal of the open 20s is the fact that there are only four to five weeks between now and gift selling time. A national advertiser who's inclined to start a schedule in November might not cotton to the idea of having to confine his schedule to four to five weeks, because the spots after that have been sewed up by the holiday crowd. As far as national spot is concerned, the sale of the prime 20 is a continuing problem. The TvB has been talking about focusing some of its sales pro- motion effort on this problem, such as a special study on the effectiveness of the 20, as against minute announcements. The TvB realizes that the obstacle to be overcome with regard to the 20 is not so much the attitude of the media man as that of the creative tribe. The writer, naturally, wants as much time as possible in which to trans- mit his message, and hence a minute is far more to his liking than 20 seconds. The media man may have his own idea of the 20's superior efficiency and prestige (adjacency to a network program), but repeated over-rulings at group sessions have made him rather gun shy. Looking into all-night radio Feelers are being put out by some major ac- counts that would prove something of a boon for clear channels, or stations with protected skyways. The target of these feelers is all-night radio. The twin attraction: (1) tremendous coverage with low cost, (2) reaching people who stay up late but don't cotton to the late, late movies. The ad- vertiser interest could have been inspired by the success that American Airlines has had with its Midnight to Dawn music program in nine markets. The campaign was renewed for another five years a couple months ago. Alberto-Culver exits Hawaii spot Alberto-Culver can't be said to be inconsistent about its policy on piggybacks in spot tv. The consistency has been carried to the point where Alberto-Culver won't have a single spot, outside of network, running in all of Hawaii. Reason for the spot tv blackout: the Hawaii stations are not only charging what is tantamount to a 100 per- cent premium for piggybacks but have relegated multi-product commercials to non-prime time. Alberto-Culver spot schedules are still out of the Indianapolis and Grand Rapids-Kalamazoo mar- kets. Mars now also in network tv Mars candy bar is back on network tv after absence of two years. It's spending about $280,- 000 for 54 minutes on CBS TV's Saturday morn- ing line-up. The allocation: 18 minutes. Tuxedo Junction; 18 minutes. The Jetsons; nine minutes each, Flicka and The Alvin Show. Mars will con- tinue with the Stan Freberg commercial in spot radio. Last year the confectioner spent about $140,000 in spot tv. Incidentally, the candy bar business seems to have had a healthy comeback from the slight depression it suffered during the '50s. In 1960 the bar industry had a retail sales total of slightly over $700 million. Two years later the tally edged over $740 million and for 1963 the figure was $750 million. The candy field, in general, also has been doing well. The U.S. Department of Commerce reported that bulk sales for the six months of this year were 5.5 percent over the like period of 1963 and 12 percent over 1962. P.S.: Mars followed up its CBS buy with a wrap-up 51 minutes in NBC- TV's Saturday morning sector at a commitment of $250,000. Shows: Hector Heathcote, Under- dog, Fury, Fireball XL-5, Dennis the Menace. Tight tv market for candymakers Talk about the resurgence of a product cate- gory in a medium, there hasn't been anything in years like what's happening with candy makers in Saturday morning network tv. Of the 23 shows in that area which, of course, takes in the three networks, 17 of them have candy advertisers. Three of the shows are owned or controlled out- right by advertisers, which leaves but three pro- grams in which additional candy people can par- ticipate. The situation suggests that spot will prof- it from the overflow. Another busy field among I 22 SPONSOR network kid programs and daytime generally is the beverage market. Includes Koolaid, Fizzics, High C, Hawaiian Punch, the Canada Dry fruit drink line. Welch's Grape Juice is about to join them. Purolator's harvest from spot tv Spot tv can point to Purolator Products, Inc., as one of its most recent success stories. For the first six months of 1964 Purolator spent $776,500 in the medium, which was more than twice ($333,- 210) the spot outlay for the entire year of 1963. The payoff is reflected in these figures: for the first nine of 1964 Purolator reported sales of $48,541,531, as compared to $45,033,603 dur- ing the like span of 1963. This $3.5 million dif- ference in sales represented an additional net profit of $1 million for the oil filter manufacturer. The account's at J. Walter Thompson. Radio for bank's name buildup Rather offbeat for bank advertising and a compliment to radio: the schedule that the United National Bank of Miami is now running. The bank won't open for three months, but in the meantime there'll be commercials daily to plant the bank's name in the listener's memory. The usual practice in advertising bank openings is to start the campaign two or three weeks in ad- vance. Do ratings make the image? Another myth about the business that might be laid to rest is that each tv network, from the viewpoint of advertisers and agency, has its own distinct image. That credo went out of fashion, you might say, with the preachment of sponsor identification. If there's any image that the general run of buyer is inclined to give special considera- tion it is the rating dominance of the network. The sophisticated buyer knows that if the rating of a program is high enough his audience will include every one of the five quintiles. In other words a rating, say, of 30 will spread-eagle practically every segment of the demographic spectrum. Scan the sponsor lists of the current season's nighttime network schedules and you'll find the same product classifications on each of the networks. With rare exception, efficiency (cost-per-thousand) is the keynote that sets the power budgets gravitating to one network or another. That even appMcs to the cultural and public service specials. To cite the latest case in point: 3M has just committed itself for six such specials on ABC-TV, via BBDO, at an expendi- ture of $2.5 million. Had the rating picture not veered so strongly in ABC-TV's direction, the favored recipient of the plum could have been CBS-TV or NBC-TV. ASCAP issue: in-store displays ASCAP and the Bartel group's WADO New York are engaged in a dispute that should interest other broadcasters. The issue: is ASCAP en- titled to a fee on spots traded with a super- market for the privilege of placing an in-store dis- play of goods advertised on the same station? Bartel's contention: by insisting on collecting for the spots given the supermarket as well as those bought by the displayed goods' advertiser, ASCAP is practicing "double taxation." ASCAP's rejoinder: the spots granted the super- market are an open consideration for the use of the store's facilities and therefore constitute a separate transaction for time. ASCAP asks that it be paid an added fee based on the cardrate value of the spots allocated to the supermar- ket. The station further argues that it has gained nothing material, for itself, in the exchange. ASCAP counterposes: in principle, the station has gain something for itself, in that the in-store display, whether explicit or implicit, was an in- ducement to the goods' manufacturer in his pur- chase of time. Media directors like their jobs Timebuyers may do an inordinate amount of job hopping but, in contrast, their media director bosses are a pretty stable lot. At least in the top 25 agencies, the rate of turnover among media directors, over the past four years, can be counted on less than the fingers of one hand. Of the four changes, which didn't involve promotions or splitting of authority, the two notable ones took CONTINUED ON NEXT PAGE- |Nevember 9, 1964 23 PROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVERTISING place at McCann-Erickson and Y&R. If there's a moral in this, it could be: media directors as a whole aren't given to using the job as a platform for their own advancement. Peak daytime for first quarter Look for a virtual sellout situation in daytime network tv to carry over into the first quarter of 1965. Tending to support this expectation: P&G, General Foods, Dow Chemical and Scott Paper have all indicated to the networks they'll be heavy- ing up daytime spreads come January. For Gen- eral Foods, in particular, the proposed move is real news. Until the current quarter GF was in- clined to look upon daytime as a second-class citizen. Advertising ratio vs. GNP A deplorable trend that the world of advertis- ing might ponder: In 1960 advertising expendi- tures constituted 2.37 percent of the gross na- tional product. In 1963 the ratio dropped to 2.20 percent. At this rate advertising's total share of the total economy, it is predicted, will slide off to 2.17 percent by 1970. The reasons for the down- ward drift has been a topic of conjecture among statesmen of the advertising field in recent years. One basic reason cited is the snobbishly indif- ferent attitude toward advertising at the corporate top level, an attitude that might be largely due to their personal remoteness from the actual market place. An isolated throne room, paneled in oak, is not, it might be said, conducive to an intimate experience of the interplay of advertising in the moving of goods or the molding of a cor- porate image. Next with cold water detergent? Soap marketers report that both P&G and Colgate have their labs hard at work on the mission of developing a cold water detergent, which, of course, would compete with All's (Le- ver) cold water version. The chances are that when P&G comes up with a cold water detergent it will promote it under a new brand name, in- stead of harnessing the new detergent to an estab- lished brand, like Tide, for instance. Anyway, that's been the company's way in branding sig- nificantly different product spin-offs. However, it did make an exception of its shortening fluid. It couldn't make up its mind whether to name that fluid Puritan or Crisco, but a market test convinced it to use the same name for the fluid as the plastic shortening. 'Mr. Mayor' spinning off suit? The world of Captain Kangaroo may be in- volved in internal litigation. Mitchell Hammil- burg, co-partner with Bob Keeshan in the Cap- tain Kangaroo property, is reported on the verge of filing a $10 million suit naming CBS-TV as well as Keeshan. The action stems from the cir- cumstance, allegedly, of Keeshan going entirely on his own when he set up Mr. Mayor for the net- work's Saturday schedule. Hammilburg's purport- ed claim: the Saturday event is just an offshoot of Kangaroo and he should have been declared in for a share. Mr. Mayor's revenue from pro- graming alone is worth something like $500,000 a year. Tv booms with trade groups Deemed by advertising sages as a mark of qualitative recognition is the use made of a medium for institutional purposes. Chalk up tv as loaded at the moment with kudos of that sort. There are 1 0 trade associations with active budgets in the medium. It's a record tally for a single quarter. Following is a roster of these accounts and what section of tv they're in: GROUP SECTION American Dairy Assn. Network American Gas Assn. Network American Iron & Steel Institute Spot Brazilian Coffee Growers Spot Glass Containers Manufacturers Inst. Spot Institute of Life Insurance Network National Cotton Council Network Nat. Fed. of Coffee Growers of Colombia Spot N.Y. & New England Apple Institute Spot Savings & Loan Foundation Network Note: It's not uncommon for members of a trade association to complement an association's spot activity with local campaigns of their own on 24 SPONSOR the same theme. An example of this is: Jones & Laughlin Steel Corp., in three markets where it has plants. NBC probes the hair tint market The hair coloring market has been about the hottest of them all in the beauty aid field the past two or three years. To get a measure of its own on the product's use, NBC-TV had Brand Rating Index do a study along that line among, as it turned out, 4273 women. The findings included these: (1) 23 percent of the women quizzed said they did their own hair tinting, (2) 43 percent of the 23 percent had jobs outside the home, (3) 25 percent of the 23 percent were daytime view- ers of NBC-TV, (4) 19 percent of all the women who said they watched daytime tv had part-time employment. The 19 percent ratio suggested an interesting sidelight for advertisers, namely this: almost a fifth of the daytime tv audience is com- posed of women who have self-earned money to spend. Posing a critique of new NSI Some agency researchers have raised the ques- tion of validity about one facet of the revised Nielsen Station Index. They're referring to the proposed technique of borrowing data from a previous report to put into a current report. Un- der the new NSI procedure a market survey would be composed of two elements: (1) the nucleus based on the most recent measurements, (2) the outside area factor — day parts, fringe time, etc. — borrowed, if Nielsen so elects, from previously used data. Key point of the criticism: the NSI numbers could tend to look bigger than the ARB numbers. Tv shows come to JWT's rescue Credit JWT with the faculty for conjuring up the right answer in tv whenever things get some- what sticky with a client. The agency did it in the late '50s with Perry Como for Kraft, with Hazel three seasons ago for Ford and just this season with Bewitched for Quaker Oats. The agency's record for picking 'em, say, over the past 1 0 years, may not be any more distinguished than any other upper-rank shop, but its knack for landing the marines at the zero hour puts JWT pretty much in a class by itself. In agency lingo the synonym for overcoming a client crisis is "putting out the fire." JWT, apparently, can almost always rely on tv to do the job. Nighttime sales perk at NBC-TV For a pre-election week it was a busy one for NBC-TV nighttime sales. For example, Gil- lette (Maxon) wanted to make sure that it would have its six weekly minutes intact in the Wednes- day Night Movies and so it extended its contract from 26 to 39 weeks. (In the warm weather Gil- lette waxes heavily with its Right Guard deodor- ant.) Union Carbide (Esty) bought some addi- tional minutes for its Glad Bags promotion. R. J. Reynolds picked up a minute in The Virginian for the first 1965 quarter. A look back at CBS Some notes about the beginnings of CBS that might come in handy for the hoopla that will mark CBS, Inc.'s move to its edifice in Rockefeller Center. (1) The original flagship of the Columbia network was WOR New York, managed by the late Alfred McCosker, (2) the first president was Andy White, who was among the first name an- nouncers, (3) the network's first advertiser, aside from the Columbia Phonograph Co., which found- ed the network, was Emerson Drug, (4) date for all this: 1928. Prospects for anniversary specials NBC-TV would like to sell specials to Elgin Watch and Hamm Brewing to help them celebrate their 100th anniversaries this year. Also to Amer- ican Tobacco, Canada Dry, Hunt Food Indus- tries and Schenley's Roma wine to mark their 75th years. For 1966 the network will be putting out similar reminders to National Carbon, Sherwin- Williams and Socony Mobil regarding their 100th and to Thomas J. Lipton and Sunbeam anent their 75th. Also due to celebrate the 75th next year but not a likely special sponsor: BBDO. iNovember 9, 1964 25 Florence IS unique She walks in beauty, vital as the television market she symbolizes. Florence is unique — the largest single-station market in the nation. No other single medium effectively serves this growing agricultural- industrial area. WBTW Florence, South Carolina Channel 13 Maximum power • Maximum value \ Represented nationally by Young Television Corp. ,\ A Jefferson Standard Station affiliated with WBT and WBTV, Charlotte & ipansop NOVEMBER 9, 1964 1965: big year for character licensing By sending video programs into America's homes, spon- sors foster a whole new retail and promotional field: that of licensing television-related commercial products ■Every five or six years (clue: the time span between a child's birth and go-to-school age), a new tidal wave hits the $350 million field of character-merchandising. In the early 50's, it was Howdy Doody; then, a toddler's age later, Davy Crockett. Now 1965 promises an- other high-water mark. What this means, of course, is that every sponsor of a merchan- dised tv program or name stands to gain millions of additional expo- sures throughout the nation (in NEWEST TREND: Success of serious recordings cleared way for sober- minded books, both here and abroad. "The Defenders" appears in Danish (middle, left) while "Thinking Machine" (same row, right) is German. uni; -AHlnh.jIcl .\Lj< 1 .« 'is!i November 9, 1964 27 clidracter licensing ABC's Pleshette CBS's Benson NBC's Lunenfeld some instances, the world) through tv - related merchandise in stores shop-windows and counters, plus ads in other media. And the tv networks, with a full roster of merchandise-ripe programs and characters, are ready. Each has at least one superior candidate for this season's big splash: • NBC-TV's is Daniel Boone, as portrayed by that familiar West- erner. Fess Parker, and already winner of an all-out welcome from licensed manufacturers (see Spon- sor, July 6, p. 16). This promotion will be a hot one, possibly a con- troversial one and certainly one to watch. A full month before the show went on the air Sept. 24, some 14,- 000 dozen Daniel Boone tee shirts had already been sold. With 36 licensees signed and a comparable number in the works, Norman Lunenfeld, manager of merchandising, NBC Enterprises, sees "every indication of enormous success ahead." • CBS considers western mer- chandising at an ebb, will be banking (literally) on that redoubtable and profitable hoyden. My Fair Lady, the show CBS bankrolled on Broad- way and that is now in national dis- tribution as a movie. A "very ex- tensive" group of products will be bearing the Fair Lady ligature, most of them intended for adults: Schrafft's chocolates. Lady Arrow blouses, Hanes stockings. Forth- coming are dresses, raincoats, cos- tume jewelry. Murray Benson, director of li- censing, CBS Films (a division of CBS Inc.), reports that his depart- ment has bettered its record every year for the last five "by a substan- tial margin," is currently enjoying "the best year we've ever had." (Last year, CBS Inc, itself, admitted that merchandising income had tre- bled in five years' time.) • ABC, deeply entrenched with a long and profitable Combat mer- chandising line, has another sure-fire winner on the line with its new pro- gram. The Addams Family. More than 60 different items will tie in with this wise (sales-wise) entrant that straddles both the expected vogue for "monster" merchandising and the perennially profitable area of just plain fun. Eugene Pleshette, ABC vice presi- dent-merchandising, notes that char- acter licensing is intended to pro- mote and is therefore "an important ancillary to network programing." As for The Addams Family, he puts a friendly finger squarely on their funny bone when he says "They think they're normal." Even moderate success for each of these three big entrants will mean that the networks collectively should more than match the $200 million that they probably added last year to the exclusive (but hardly limited) field of merchandising. Other com- panies that share the field with the networks include: Walt Disney, Jac Agency, Licensing Corp. of Amer- ica, Music Corp. of America. Screen Gems and Western Merchandising Corp. (see chart). In combination, these nine leading merchandisers un- doubtedly activate retail sales that measure in the hundreds of millions of dollars no small feat considering the field's modest price range: from 5 cents for bubble gum (with trading cards enclosed) to $25 (for fine art books, some clothing). The Sponsor's Gain As mentioned, tv sponsors stand to gain extra exposure through mer- chandising. The chain may seem circuitous: By seeing a sweatshirt on a counter (or a teenage boy), the consumer is visibly reminded of the tv show that inspired it; in turn, he may think of the advertiser that supports the show. But if he doesn't think that far, he presumably is encouraged to watch the program. Failing even that, it's believed he is at least en- couraged to watch television. Thus, results are cumulative (and, of course, immeasurable. Yet, the theory remains that the greater the over-all tv audience, the greater are 28 SPONSOR sponsor sales likely to be. And every bit helps. Advertisers in general go along with it. In years past, it hasn't hurt at all to be associated with the tv hero of the moment, whether Hopa- long Cassidy or Kukla. With sub- sequent tv cost spirals, however, and the resulting trend towards today's program participations, sponsors be- came only too grateful for every in- stance of promotion that the pro- gram itself could muster. Agency thinking on the subject runs something like this: If tv just delivers us the viewer, we'll take the responsibility for delivering a good sound sell to him. For the few advertisers who may have reservations, however, one fact stands as conspicious and immutable as a mesa: In edging away from solo sponsorship, advertisers have also moved away from program control. The decision (to license or not to license) rests with those who retain control — producers, networks or other owners. The Network Slant For the tv networks, merchandis- ing is considerably more than a profit-making sideline. All three of them value it first of all as still an- other way to promote their primary product, that is, the tv programs . themselves. Says CBS's Benson: "The prime consideration is not just to make : money but to enhance the popularity and prestige of the programs that we're merchandising." Says ABC's Pleshette: "This extra area of exposure calls attention to our tv programs in other advertising media, in stores, in markets . . . therefore it is not our purpose to license just for the sake of licensing when products are unrelated to pro- gram content." Says NBC's Lunenfeld: "Of course, the program comes first." The effectiveness of tv merchan- dising, Lunenfeld continues, is based on several critical factors that, he contends, have "revolutionized the purchase of toys:" (1) Tv builds recognition. "The whole things boils down to recogni- tion, which is, after all, what any 'brand' is built on." And a regular nighttime network program yields, say, a 5-year exposure that ulti- mately numbers in the billions — vastly more than any one manufac- turer can afford. But a product cor- related to the program can share that exposure and ride its momentum towards sales success. (2) "There's no retail help of consequence any more," Limenfeld continues. Whether in supermarket or department store, the customer is pretty much on his own when it comes to making a selection. Thus, if he's to be sold at all, he must be pre-sold — before he ever gets into the store. Tv does this pre-selling for character-licensees, thus "takes care of their advertising effort." (3) Tv's impact, in fact, carries over to the moment of truth — - i.e., the instant that the customer, at point-of-purchase, makes up his mind. At that moment, only the package with its tv image is there to persuade him. (One recent result: Many toy packages are tending to be larger and thus more insistent salesmen.) In summary, Lunenfeld explains that "winning recognition through repetition" is all that any form of advertising tries — painfully hard — to accomplish. "We in merchan- dising do the same thing — but pleasantly — because our selling occurs in the program's entertain- ment area." ABC's Eugene Pleshette (father of actress Suzanne Pleshette) adds some observations: Merchandising proves most effective when it's net- work prime time. "Later than that, it becomes limited — chiefly to adults." Merchandising resolves itself into a liaison service, usually between network and manufacturer, but Pleshette recently was go-between for the U.S. Air Force and Aurora plastics, who needed details of B 17s in order to duplicate accurately the planes seen on Twelve O'clock High. Although many manufacturers watch tv closely with sales-trained eyes, the merchandisers, too, must "find elements in their programs that appeal to the audiences each program is reaching." ABC-TV's Addams FamUy, for example, is served by "The Thing," an unattached hand capable of reaching out of a mail box to accept letters from the startled postman (see cut). For idea-man Pleshette, this inspired a "Thing bank," which is neither bank nor toy yet hopefully will appeal both to child and adult: You put a coin in an outside groove and a tiny hand reaches from inside the box to grab and retrieve the money. By late summer, well before the program's Sept. 18 preview, its manufacturer had four factories tooled up for production in anticipa- tion of sales in the "hundreds of thousands" at $3.98 retail. Thus, "sales stimulation stems from the tv program," Pleshette con- tinues. "If the product itself fails, however, there will be no re- peats . . ." Letting licenses can be a difficult sell, according to CBS's Murray Ben- son. "It's intangible. You have no product to deliver, only a name and a likeness." Even so, networks are more and more on the receiving end of calls from manufacturers with ideas related to television. Signlng-Up Procedure The usual procedure goes some- thing like this: A manufacturer will contact CBS, for example, for permission to manu- facture a nurse costume as a tie-m to The Nurses. Once Benson, Uke his prototypes at the other networks, is assured the product meets network standards (i.e., is in keeping with the program, not detrimental to it, not salacious, harmless for children to play with and the like), he grants the manufacturer an exclusive li- cense. In return, the manufacturer de- livers a cash payment (which varies according to the retail price and sales potential of the product), as an advance against network royal- ties (which are almost invariably 5 percent of the manufacturer's ship- ping price). A chief reason for the advance is to give networks a guar- antee that the manufacturer will follow through, as licensed. Certain- ly, the networks aren't, as sometimes charged, in the business for the ad- vance payments alone. As ABC's Pleshette points out, "That's not enough. What we seek is a continu- ing sales performance throughout the life of the program." In the case of a new tv show, the product is licensed, informally tested for final design features, finally put into production and re- leased to retail outlets through the manufacturer's usual sales and dis- tribution channels. Then, everyone November 9, 1964 i 29 character licensing RENEWED TREND; "Steady sellers" among records taken from sound tracks of each network's more notable documentaries also reflect adult interest in products made familiar by tv. crosses his fingers and hopes the tv show will be a hit. "There is just one qualifying de- tail," says Lunenfeld ironically. "The show must stay on the air." "It all reverts to television where the original 'sell' is made," Pleshette explains. "The minute the program is off the air you can take your tv merchandise and go home." If the tv program is a success, however, chances are that the mer- chandise, too, will prosper. For ex- ample, games like "Concentration" have sold as many as 5 million sets for a retail gross of about $20 mil- lion. Daniel Boone merchandising (and its "Trailblazer Club") will receive extra impetus from 5 million Gold Key comic books (Western Printing) monthly! The "Video Village" board game continues to sell, has reportedly reached the half- million mark even though the pro- gram it's named after has been off the air three years. Rod Serling's book based on "Twilight Zone" (Grosset & Dunlap) sold an impres- sive 82,000 copies at $3.95 a year ago; result, although the program is off the air, is "Twilight Zone Re- visited" this year. And even if the Civil War fad didn't materialize in the toy field, southern-drawl tv shows like Beverly Hillbillies are hotcaking a great variety of tv mer- chandise, especially in the South and Southwest. Another tv game. Beat the Clock, is played in almost 5 million living rooms around the country, thanks to merchandising. "The Fortunes of War," a book based on CBS-TV's Twentieth Cen- tury episode, became a monthly selection offered by The History Book Club. Not Without Problems That's the way it's supposed to work. But, of course, there are hurdles along the way. For one thing, each network has learned (sometimes the hard way) the value of dealing only with reput- able manufacturers. And since "the children's market is the backbone of profit,"' as ABC's Pleshette puts it, merchandisers are automatically thrust into close touch with the clutch-and-claw toy business. NBC's licensing of "Fess Parker merchandise from the Daniel Boone tv show" is thus being watched with interest. The lengthy identification and specific inclusion of Parker's name are safeguards against in- fringement. The problem is that Boone's name, as that of an actual historical personage, is in the public domain. To be "utterly safe" about poachers, NBC's Lunenfeld has called into play his 10-year backlog of legal practice in New York {alma mater: Columbia) and has posted warnings in the toy-industry trade press: "Please take notice that any companies which attempt to manu- facture or sell merchandise which is in any way identified with our Daniel Boone television show or its star, Fess Parker, will be vigorously prosecuted to the full extent of the law." Even if the warning doesn't as such make the industry take notice, its force as a promotional statement undoubtedly will. For all their upsets and ulcers, networks receive good rewards, however, for merchandising is one form of promotion that pays off in dollars as well as publicity. About half of merchandising's annual vol- ume (an estimated $350-400 mil- lion at retail) stems from network- licensed products, on which they collect a 5 percent royalty. That $5 million melon is probably spht so that NBC gets 40 percent; CBS, another 40 percent, and ABC, 20 percent. That puts each network's take at an annual $1-2 million which must, in turn, be shared with partici- pating producers and performers whose names (or properties) are used. Nevertheless, it's a remarkably good promotion department that makes any profit at all! i In Retrospect Character-merchandising, as is well known, began in 1933 when one manufacturer, inventive in the face of the depression, decided to try making some Mickey Mouse dolls. The toy business has never been quite the same since. Mickey's (and subsequently Minnie's) early success was followed in 1935 with curly-haired dolls in the image of Shirley Temple, and their colossal success removed any doubts about the impact of character-licensing. From Maine to the Monterey pen- insula, little girls lay down in store ^ aisles and screamed until they got|B|j one. Although children's persistence 30 SPONSOR MAJOR CHARACTER MERCHANDISERS AND PROPERTIES ABC (17 titles) Wide World of Sports Alumni Fun Burke's Low Combat Day in Court Discovery General Hospital Hootenanny Jimmy Dean Mickey One Hundred Grand Peyton Place The Addams Family The Fugitive 12 O'clock High Voyage to Bottom of Sea Wendy and Me CBS (24 titles) Baileys of Balboa Captain Kangaroo Deputy Dawg Gilligan's Island Gunsmoke Have Gun, Will Travel Heckle and Jeckle Hector Heathcote Lariat Sam Mighty Mouse My Fair Lady Perry Mason Rawhide Sergeant Bilko The Defenders The Living Doll The Nurses The Twentieth Century Tippy Toes the Wonder Horse Tongaloa Trackdown Video Village Wanted, Dead or Alive Whirly Birds NBC (22 titles) Astro Boy Bonanza Captain Bob Cottle Car 54, Where Are You? Chet Huntley Concentration Daniel Boone Exploring Fury Jayne Mansfield Jeopardy Kentucky Kid Laramie 90 Bristol Court Ritts Puppets Say When The Doctors The Rogues The Story of . . . Update Word for Word You Don't Say Licensing Corp. of America (28) American Heritage Arnold Palmer Batman Battle Line Book of Knowledge Book of Popular Science Bullwinkle Carol Heiss Dobie Gillis Emmett Kelly Fireball XL-5 Gaylord Gomer Pyle Guy Lombardo Horizon Little Golden Book Titles Mr. Machine Pat Boone Rocky and his Friends Sam Huff Super Car Superman Tammy Doll The Diner's Club The Rifleman Thumbelina Doll Twinkles, the Elephant Wonder Woman Weston Mdsg. Corp. (34 titles) Archie Comic Characters Birthday House Brenda Lee Bugs Bunny Candid Camera Compton's Pictured Encyclopedia Courageous Cat David Ladd Dr. Kildare Ellsworth Elephant 55 Days at Peking Harry's Girls How the West Was Won James Bond Motion Pictures King Kong — Godzilla MGM Animated Cartoons Mr. Novak Mutiny on the Bounty Ripcord Sonny Fox Soupy Sales Tales of the Wizard of Oz Tennessee Tuxedo Donna Reed Show Fall of the Roman Empire The Lieutenant The Mighty Hercules New Adventures of Pinocchio Patty Duke Show The Weird-Oh's World of the Brothers Grimm Tom & Jerry Cartoons Travels of Jaimie McPheeters Universal Picture Co. Characters Music Corp. of America (13 titles) Challenge Golf Johnny Midnight Karen Magic Land of Allakazam McHale's Navy Mr. Ed The Munsters The Virginian Three Little Pigs Truth or Consequences Universal City — Entertainnient Capital of the World Universal Movie Monsters Wagon Train Jac Agency (22 titles) Adventures in Paradise Ben Casey Breaking Point By the Numbers Careful my Love Dondi Ensign O'Toole Fair Exchange Junior All Stars Laurel and Hardy Margie McKeever and the Colonel My Favorite Martian Q.T. Hush, Private Eye Robert Taylor Detectives Target, the Corrupters Andy Griffith Show Danny Thomas Show Greatest Show on Earth The Law and Mr. Jones The Lucy Show The Untouchables Screen Gems (9 titles) The Flintstones Huckleberry Hound Naked City Quick Draw McGraw Rin Tin Tin Route 66 Ruff & Ready Tom Cat Yogi Bear Walt Disney (27 characters) Alice in Wonderland Babes in Toyland Bambi Chip and Dale Cinderella Daisy Duck Donald Duck Dumbo Goofy Huey, Dewey & Louie Lady and the Tramp Ludwig von Drake Mary Poppins Mickey Mouse Minnie Mouse 101 Dalmations Peter Pan Pinocchio Pluto Scamp Scrooge McDuck Sleeping Beauty Snow White & Seven Dwarfs Song of the South Sword in the Stone Winnie the Pooh Zorro November 9, 1964 SI chsracter licensing hasn't changed much, selling tech- niques have, and merchandisers were quick to demonstrate their products on tv or — better still — to use tv characters as models for their products. And the child market (especially toys) remains the Klondike of their business. To reach it, network merchandis- ing divisions or their licensees un- failingly spread their efforts like a winning poker hand before the play- ers that count: Sears Roebuck (both for retail and catalog sales), Wool- worth's (as chain-store giants), AMC or Allied stores (for depan- ment-store distribution) and — al- though distributors are reluctant to admit it because of the concessions purportedly involved — leading dis- count houses, too. Buyers for such organizations, diamond-hard from their long pro- fessional exposure, are not an easy bunch to woo, still more difficult to win. (The typical toy buyer, even for dolls, is a "mature" male who takes his work seriously and who is always asking for "something new.") While most manufacturers conduct at least informal testing of their new products C'My kids think it"s great"'), there's no real way for pre-selecting a major seller from the outright dud. Says one pro in the field: "You don't really know — you never really know. It"s as exciting a busi- ness in that sense as the entertain- ment business, itself." Toys espe- cially depend on an elusive some- thing called "play-value." which roughly means "the amount of at- tention implicit in an item." Strong play value holds the child's atten- tion, while a "flash" toy (like a wind-up rabbit) remains unchalleng- ingly predictable and shortly mono- tonous. Actually, there's only one final test: the child, himself. NBC's Lunenfeld says that tele- vision has revolutionized toy pur- chasing in two ways: (1) "Tv-ad- vertised toys are the ones that move — rapidly." (2) Tv-licensing pro- cedures have automatically encour- aged the centralization of toy pro- duction into fewer, larger firms. This has occurred because tv advertising has notably shortened the time needed to introduce a new toy suc- cessfully, increased urgently the need for bigger advertising budgets and has even managed to erase the heretofore seasonal aspects both of toy manufacturing and of toy sell- ing. Department store buyers, for ex- ample, formerly had committed their annual budgets by September, would only order an occasional "special" after that. Now, as late as mid-December they'll order any- thing strongly promoted on tv. And to fill such orders, manufacturers are as deeply in production in Janu- ary as they used to be in June. Where, 10 years ago. there was a doll manufacturer or a producer of toy guns exclusively, there is today a giant like Louis Marx & Co. (out- put: possibly as much as 8 to 10 percent of the industry's total) or Mattel (a comparable sales gross: $96 milhon a year), with its doll division, toy gun division, etc. Consider the activity of Remco Industries, one of the larger manu- facturers. Most of its S3. 25 million advertising budget is going into television this year, but not to sup- port the "monster" fad that the company expects to ride. (Its dolls will duplicate characters both from CBS's The Mimsters and ABC's Addams Family.) In fact, according to The Sew York Times, "The company believes that the television shows themselves constitute a built-in advertising program. Remco figures that the Munsters will record some 982 mil- lion advertising impressions over a 52-week period and that the Ad- damses will ring up one billion view- er impressions." New Merchandising Trends Surging into newly stronger posi- tions this year are several noticeable trends which, however obvious, nevertheless have predictive mean- ing: ABC's perennially popular 'Combat' (above) and its new 'Addams Family' (right) . . . ( 1 ) Merchandising has ceased to be "kid stuff in any sense of the word, is being extended so that tv- licensed products appeal to teen- agers (as with lunchboxes). adults (casual wear) and also the well educated (books) — in short, con- sumers of all ages and many tastes. While many of these items don't de- pend so heavily on the enthusiastic personal association that a child, for instance, may obtain from owning a Terry Toon hand puppet, the point- of-purchase impulse that often cinches the sale remains a product i of tv-associated recognition. i (2) Toys and tots will probably, always deliver the most merchandis- 1 ing dollars, but diversification has I also introduced clothing lines. This i is most notable in boys' wear, which now abounds with such useful and i durable goods as tee shirts, sweat I shirts, jackets. Today's youngsters j to HJDct I 32 SPONSOR I. . . . have sired some 100 items between them, from toy guns to toy "Things." Puppets, sunglasses, lunchboxes, like these NBC-licensed items soon add up to a roomful, (sae top) as demonstrated by CBS-licensed products. can sport a Com6«/-inspired field • jacket, replete with shoulder patches ■ or a Daniel Boone leather jerkin. (Frontiersmen seldom wore deer- I skin shirts, as so often depicted, , because they got as soggy in an old- fashioned rainstorm as a chamois gets today in washing a car — and dried just as stiffly.) While novelty hats remain very popular, they're not responsible for the biggest earnings, says CBS's Murray Benson, whose office has a pegged hatrack that's filled with I headgear. At least two problems hover over hats: Profitably, they should be wearable both by girls and boys. Few are. And, unfortunately, their sales depend more on gim- mickry than on their performance as headcovering. Better sellers are products useful in their own right that have the television gimmick as an extra value. Of course, some novelties prove ageless. To refute the adage that tv merchandise is effective only for the new crop of programs, Benson re- ports that his young daughter is wild about a red and yellow sweatshirt with a cape attached, immediately recognizable to tv regulars as the insignia (with proper colors) of Mighty Mouse. Interestingly, the program is older than the girl is. In what was admittedly a far- fetched invention by ABC's mer- chandisers, the name of Troy Donahue lent saleability to a line of teenager's cotton dresses because each bore a "Troy Donahue" tag that served to enter its owner in a date-Troy-Donahue contest. With less maneuvering, sweat - socks bearing his name proved — to judge by teenage reaction — just plain sexy in their own right. But the clothing trend includes more than sweatshirts and socks. Pajamas are big this year and masquerade costumes and masks (thanks to the expected "Monster" craze) are expected to be. Even bliuses, pillows, towels, bandannas and cocktail napkins will be en- listed in promotional support of ABC-TV's Addams Family. In fact, one manufacturer is licensing fab- ric designs so that listeners can make whatever article of clothing they choose. (3) While merchandisers have no intention of neglecting the toy and novelty fields, they've realized that publishing, too, offers a strong profit potential and has largely remained unplowed. This area is remunerative because, depending on the book, the network may get as much as 10 to 15 percent of the hardcover retail price, from 4 to 10 per cent on a paperback. Al- November 9, 1964 33 11 cli3racter licensing so since networks see merchan- dising as extra program promo- tion, books especially are favored because they can lie around the house for months, reminding the occupants of the tv program. In a library, their promotional value survives for years. Books run the gamut. They start with story, coloring and com- ic books for children, usually at modest prices. In the enormous middle ground of soft-cover pub- lications he many volumes that merely borrow tv titles or char- acters in order to narrate other- wise original stories. In "General Hospital," described as "an origin- al novel based on the popular ABC-TV show" (Lancer Press, 40 cents), a famous dancer can no longer walk . . must her will to live also die? The Comhat-based series have such subtitles as "Men, not Heroes;" "The Story of Fight- ing Men and Their Women." Al- so in this middle ground are Hoot- enanny songbooks ($2.50 hard- cover, 50 cents soft) and the Bev- verly Hillbillies' "Book of Country Humor." At the top of publishing lists are the few fine volumes that are beginning to make sales sense. "Dialogues of Archibald Mac- Leish and Mark Van Doren" (Dut- ton, $5.95) goes beyond their tv program of a couple of years ago to include virtually their entire, unedited conversation. Advance reviews hailed it as "profound, ima- ginative, illuminating . . " ABC is responsible for "How Presidents Are Elected," while CBS keyed its Tour of the White House i n book form. NBC's story of Christ- mas as told in great paintings is published as "The Coming of Christ" ($17.95). To appear this fall: Simon & Schuster's "The Day That Life Begins" (written by an ABC-TV producer) and a semi-his- torical "Saga of Western Man," based on ABC public affairs pro- graming. CBS, which usually supplies the 34 editors for the books it licenses, has a careful researcher in Mur- ray Benson, who reads every one of the books his department puts out, serious or comic. "I have to," he reports, "to make sure there aren't legal or promotional problems involved." Benson, a for- mer NBC staff announcer on How- BIG MONEY GAME NBC- TV's "Concentration," which premiered Aug. 25, 1958, has had an average weekly cost of about $25,000. That brings its total six-year production bill to $7.8 million. A licensed by-product of the show, the game called "Concentration," has sold 5 million sets for a retail gross of $20 million. In other words, to play the tv game, the pub- lic has paid almost triple the cost of the program, itself. dy Doody, got into character-li- censing when he started to handle requests for Howdy Doody items, has been in it ever since. (4) Another path that network merchandisers are pursuing: phon- ograph records. Few merchandised titles have hit the big time in the difficult and parochial recording fields, but, says Benson, "They provide a lot of steady sellers." Similarly, NBC has realized con- tinuous royalties from recorded spectaculars, special holiday pro- grams and the like. Virtually everything at ABC ex- cept the sound of the drinking fountain in the hall has been put on record, from martial and theme music for a "Combat" pressing to "The Basic Issues" of the Johnson- Goldwater positions, interpreted with fairness and equanimity by the ABC News Department for Pur- chase Records. Educational re- cordings on folk music or outer space and side-products of the networks' Discovery scries have built children's records into an es- pecially saleable line. (5) Another notable trend is the merchandising of films. This gives networks a splendid chance to recoup some of the many dol- lars that high-cost, carefully pro- duced public service and documen- tary programs have consumed. "And on library shelves," says CBS's Benson, "films keep forev- er." Probable leader in distributing tv documentaries is Encyclopedia Britannica Films, Inc., which sells or rents to schools, colleges, uni- versities, libraries and adult-educa- tion centers. Shorter films in 15- or 30-minute versions are favored, but longer programs (like NBC's li hour-long The River Nile) find ■ willing buyers when the quality is high. The first three NBC pro- grams adapted by EBF were Cu- , ba: Bay of Pigs (an Emmy-win- ner); Birth Control — How? and, the Civil Rights documentary. The American Revolution of '63. Like- ly future candidates after their tele- ^ casts this fall are the forthcom- ing color films on the Louvre and the French Revolution. Much of ABC's film backlog is available through Carousel Films and, again, includes an impres-, sive list of programs produced by the network's public affairs divi- sion. While most programs are of. general interest, a few are of par- ticular value to special groups — among them, the ABC study of, the Vatican and Pope John XXllI. But it is CBS that claims lead- ership in film merchandising. The network has 200 titles available, in educational format and more than 30,000 prints in circulation, each perpetuating the life of a tv program well beyond the datC| of its first broadcast. They cover topics ranging from the fall of Hit-, ler to the sharp rise in popula-, tion. Benson says that the CBS vol-, ume of film merchandising "fai exceeds" that of the other net- works. The 16 mm CBS films are avail-^ able from McGraw-Hill, Carousel ;'arouse]t gtT SPONSOf B^ Contemporary Films and others. Prices are $135 for a half-hour program; $250 for the hour-long productions. Still the same as two years ago, prices have delib- erately been held down in order to get the educational product out and to extend the life of the pro- grams. Steady customers include government agencies, armed forces, many industrial companies. Whereas tv films are expected to have immediate pertinency, the non-theatrical product is a better seller if it is not "too topical." Like books in a reference library, the films should be timeless rath- er than timely. (6) In the over-all approach to merchandismg (where each net- work has a broad variety of prop- erties to vend), it's obviously bet- ter business not to play the whole field but to detect your strength in advance, then parlay it for all it's worth. Again, take ABC's Combat as a sturdy example. This program sired nearly 50 different items, most of which proved durably profitable: toy soldiers, leather holsters, bubble gum and inlaid puzzles. Fighting Infantry game, Anzio Beachhead game, toy tom- my guns and helmets, etc. Such in-depth promotion some- times leads to unexpected splash- es, like skipping a stone across water. Consider the book, "F.D.R.," ($10, Harper and Row) published at the suggestion of ABC. Initial sales were good, but will undoubted- ly become still better as soon as ABC's 26-episode series on the late president begins in January. Result: the network and publisher have collaborated again to pro- duce a soft-cover version of the same photograph-rich volume — timed, of course, for a January ap- pearance. And that still isn't all of the ABC-FDR boom. The network plans to use 14 hours of tapes, recorded by its news staff with the late Eleanor Roosevelt as she reminisced about her husband, as the basis for two long-playing Columbia records. Says ABC's Pleshette, "We operate across the board." And CBS has matched t h e Tinker-Evans-Chance triple play with a film-to-book-to-record pro- motion of its own: Their starting point was the Army-McCarthy hearings on television a decade ago. Recently, the network reeditcd its kinescopes and released some- thing like 90 minutes for theatre showings under the title, "Point of Order." As a "movie" showing in art houses, it won critical applause all over again, was subsequently sold for tv showings in England by ATV. And now the kinescoped film, in turn, has cleared the way for a record of the sound track, plus a book. (7) Never formidably exclu- sive when it comes to seeking mer- chandising advantages, networks TREND: Children's clothing like "Fess Parker" pajamas and the "Kukia" costume, is joined this year by items designed for adults, such as "My Fair Lady" blouses. have sometimes farmed out their tv properties to firms other than their own merchandising depart- ments. CBS's "The Munsters," for example, is being promoted via a rock 'n roll single recorded by Decca records, but under the mer- chandising aegis of MCA Enterpris- es. Such deals sometimes cross what would otherwise be unex- pected lines — for example, the merchandising of an NBC proper- ty on CBS-owned Columbia rec- ords. Not unlike his confreres at CBS and NBC, ABC's Pleshette estimates that about 10 percent of his network's properties "are committed elsewhere." (8) And now tv character mer- chandising is reaching beyond do- mestic markets to include many foreign nations, as well. CBS, for example, depends on films-product salesmen to repre- sent its merchandising from CBS film offices in 25 major cities around the globe. Representatives are briefed in person, directed by telex and, when necessary, by tele- phone from New York headquar- ters. Similarly, NBC tv titles and per- sonalities are popping up in any number of books and games print- ed in foreign languages, including Japanese. "Merchandising and films abroad are leapfrogging," says Lunenfeld. "One follows the other." ABC licensing is conducted through film syndication staffs in England, Germany, Scandinavia, Japan, Australia and Latin Amer- ica. As with other networks, the home office retains product ap- proval. So, it would seem, the little wheel that came out of the great wheels of tv programing may run away with it all in the end. Not so, says ABC's Pleshette. "You can never lose sight o f what comes first. You're essen- tially selling the tv screen. After that, anything else is secondary." NBC's Lunenfeld frankly hopes there's more to come. His favor- ite dream is that an image devel- oped strictly for merchandising — a Green Giant and an Ajax knight in armor — will star on its own as a tv entertainment personality. "So it'll be coming the other way," he explains, "from the store shelf to the tv screen." "We'll do the best job we can," says CBS's Benson, "producing pro- ducts that'll reflect credit on our programs — and on our network . . There'll be no 'outlandish' per- centages because it's the consumer, in the end, who has to pay." Whatever's to come in the fu- ture, merchandising has already, in 30 fast years, left a firm im- print on U.S. life and mores. And the most comprehensive — if un- intentional — tribute paid to the whole effort came from C.D.B. Bryan, a young novelist who re- cently won the biermial Harper prize worth $10,000. When asked if he didn't agree that his award had been very well promoted, he replied, "Yeah, but where are the C.D.B. Bryan tee shirts and sneak- ers?" ♦ November 9, 1964 35 An estimated 10,000 people await 1 p.m. opening of gates for fifth annual WTOL-TV (Toledo) "Day at the Zoo." Tv: the (young) people's i enthusiastic about utilizing local I sports personalities, a concept with I great potential on radio, in particu- lar. Thus, in the past, Monroe has backed Bob Reynolds on WJRi Detroit, Bob Steeles on WTIC Hartford. In Pittsburgh, they've had Pie Traynor working on their be- ' half and at important auto-supply' trade shows, they've introduced Olympic decathlon champ Bob' Mathias and sportscaster Bill Stern' to visitors at the Monroe hospitality suite. These are just a few of the SPONSOR r Three times a season, dealers and distributors are hosted by Monroe to Yankee game and stadium dinner with Pat Summeralj. Here three sponsor reps (white blazers) and guests pose with former Yankee manager Yogi Berra, as part of merchandising stunt that packs a real wallop with automotive equipment customers back home. sports personalities that have served as Monroe spokesmen. Building from local to national advertising, Monroe has in the past bought time on the Mutual network with Stern presiding. Last year, the advertiser sponsored National Foot- hall League Highlights on NBC-TV, plus a warmup program with Dizzy Dean preceding each broadcast of the Baseball Game of the Week on CBS-TV. Also on a national basis, the auto- equipment manufacturer has bought space in trade publications like Automotive Dealer and Automotive Industry, where Monroe's track rec- ord in auto-racing classics is also a likely topic. (When A. J. Foyt won this year's Indianapolis 500, his car was equipped with Monroe "shocks" and the manufacturer proudly trumpeted its 12th consecutive Ind- ianapolis victory.) Nibbling deeper into the national pie, Monroe also takes an occasional ad in Life, the Post or Sports Illustrated. But "home base" for this sports- conscious sponsor has always been radio. Total budget for this year will run to something like $100,000, mostly for Monroe's sponsorship of Van Patrick on Mutual, currently their only radio network buy. But Monroe has also zeroed in — with bomb-sight accuracy — on a key local radio buy, as well: The New York exposure of Baseball W arm-Up on WCBS, for the second year running and at an estimated $15,000 for alternate-week sponsor- ship. With the purchase, they've en- listed the services of former New York Giants football pro, Pat Sum- merall, now sports director and an- nouncer for WCBS. Summerall has increasingly be- come Monroe's spokesman off the air as well as on: He bounds out into the service-station field to learn how to sell and install shock absorb- ers and load-leveler stabilizing units. He's signed in for several days at sponsor headquarters in Monroe, Mich., to meet top executives, be prepped on policy matters and how the company's advertising is keyed to fulfill them. He helps merchandise the product with dealers or sales representatives and can be counted on to show up at showroom or show- down, to lend his personal help. And he's a regular at dealer-distributor meetings throughout the greater New York area, whenever Monroe execu- tives and representatives get to- gether. (They sometimes wear light- colored blazers with the company's winged crest on their breast poc- kets.) In fact, as Dick Stahlberger, ac- count man for CBS Radio, puts it, "There's a very close working re- lationship between Pat Summerall and Jack Smith, New York district sales manager for Monroe. Every chance that Smith gets, he uses Summerall as an official spokesman for the company." (Monroe has just signed again with WCBS for the 1965 season and there are indications that Summerall will be included in additional local radio buys to be made after the first of the year. ) Does all this special attention to sports-oriented advertising pay off? Without a doubt. Monroe has steadily increased its sales from a paltry $2 million vol- ume during post-depression 1937 to well over $40 million for its fiscal year ending June 30. And with "more than 50 percent of the market," as Monroe itself ad- mits, the company ranks as "the world's largest independent manu- facturer of ride-control products." Furthermore, Monroe is now looking even farther, towards over- seas markets like Belgium where, in St. Truiden, it's just opened a new Monroe -owned (and partly Belgian- financed) branch. This factory will provide shocks for Common Market countries where, Monroe says, more and more of its products are be- coming standard equipment. The Belgian production, when coupled with that of licensees in half a dozen other countries plus Monroe's do- mestic output, brings this manufac- turer's shock-absorber capacity to 100,000 units a day. Take a small manufacturing com- pany that's developed sharp wits in order to survive. Apply comparable craft to its advertising policy and what do you get? A winner. ♦ November 9, 1964 45 L THE CJHANGrTNG SCENE First New Commercial UHF Station Set for New York The Empire State Building and the New Jersey Television Broad- casting Corp. have signed a 20-year lease which will bring the first new commercial television station and the only commercial UHF station to the New York metropolitan area in 17 years, Hclmsley-Spear, Inc., management agents for the Empire State Building have recently an- nounced. Edwin Cooperstcin, president and general manager of UHF chan- nel 47, WNJU-TV and Harry B. Hebnsley, president of Helmslcy- Spcar, Inc., signed the lease at ceremonies in the world's tallest building, which already accommo- dates all eight of New York's tele- vision stations. The new lease provides both for the location of channel 47's anten- na system atop the Empire State Building and its transmitting facili- ties on the 84th floor. Growth of UHF television is ex- pected to be accelerated by the fact that all television sets manufactured after April, 1964, must be equipped to receive new UHF stations on channels 14-83. Channel 47's specially-designed antenna is presently being fabri- cated by Radio Corporation of America at Camden, N. J. The two fifty-two foot long antenna will be installed on the north and south sides of the Empire State Building's tower at a height of 1,200 feet. Work is expected to start this month, with the new sta- tion going on the air sometime next spring. The Empire State Building was represented in this matter by its general counsel, Wien, Lane & Klein, and the New Jersey Televi- sion Broadcasting Corp. was rep- resented by Melvin J. Wallerstein, Newark, N. J. Agencies Part Company Gardner Advertising Co. and Hamilton Cosco, Inc., Columbus, Ind., have jointly armounced a mu- tual agreement to part company ef- fective Dec. 31, 1964. RIGHTS AWARDED TO CLAY-LISTON FIGHT ^ Frederic H. Brooks, president of Sportsvision, signs for Inter-Continental Promotions | 1 as he and Robert f. Hurleigh, president of Mutual Radio Network, ink pact giving | 1 Mutual exclusive radio broadcast rights to the Clay-Liston fight. | iiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiNiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^ Award Nominations Now Being Received Annt)uncemenls about the 23rd annual awards of the Alfred I. du- Pont Awards Foundation have been mailed to more than 4,000 radio and television stations, it has been an- nounced by the foundation's cura- tor, O. W. Riegel, director of the Lee Memorial Journalism Founda- tion, Washington and Lee Univer- sity. The deadline for nominations is Dec. 31, 1964. The purpose of the awards is to identify and honor broadcasters who did outstanding work in the public interest during 1964. Only three citations are made: one honoring a relatively large radio or television station; one honoring a relatively small radio or television station and one honoring a commentator. Nominations may be made by in- dividual stations, networks, com- mentators, or agencies, Riegel said, but emphasized that the general public within the communities served and persons with an interest in broadcasting are also welcome to submit nominations. A grant of $1,000 accompanies each award which may be used for any purpose, but since 1951, the duPont Foundation has invited re- cipients to establish fellowships or scholarships in the broadcasting arts at appropriate educational in- stitutions in the name of the win- ners and the foundation. Maxon To Close Chicago Office C. Terence Clyne, president of Maxon Inc., has announced the closing of Maxon's Chicago office effective Jan. 1, 1965. The management, creative and media services for the A. E. Staley Manufacturing Co., the single ac- count in Maxon Chicago, have been selected by Maxon New York for several months. This move will complete the transfer. Haakon Groseth, senior vice president of the Chicago office, will be transferred to New York imme- diately with other members of the staff essential to the Staley opera- tion. Raymond Strieker, vice president in charge of the Maxon Chicago of- fice, will become a consultant to Maxon New York effective Jan. 1, 1965. 46 SPONSOR What's missing from this scene that would add greater impact while demonstrating this cookware 's superiority ? What's the best way to add tas tines s to this demonstration, to show vividly what this product offers ? P ^ What would be still another step forward in increasing awareness of this product 's modern styling ? How can these TV commercials be made to work harder, sell more ? turn the page and see . . . iyOiOT I Corning shows the beauty and use- fulness of its products in the most exciting way possible . . . with color TV commercials. Corning also finds the commercials valuable in motivating the trade and its own sales force. L/OLOT I Reynolds Wrap involves people in its product with color in its commercials. The foil and the food take on a handsome dimension in color, says the manufacturer whose product outsells all other aluminum foils combined. # .■^l3lt \yOLOT 1 SINGER shows fashion-conscious young housewives the handsome design of its new Touch & Sew (sewing machine) . . . with color commercials. Booming sales indicate that the Singer approach was right on target. COLOR . . . makes the commercial ! Here are just a few of the benefits you get when you use color: 1. Your trademark given strongest identification. 2. Consumer involvement much greater. 3. You stand out from the competition. ' 4. Your products seen at their best by best prospects. 5. Cost increase for color less than in print media. 6. Viewers in black-and-white see better pictures, too. Even if your transmission must at present be black-and- white, you'll be well-advised to film in color now. Black- and-white transmission is excellent; you'll be building a backlog of color material, and you'll be way ahead in experience when everybody goes to color. And they certainly will— for color programming is on the rise, and sales of color sets are increasing rapidly. The whole country is going color! Want to know more about the benefits of working in color? Contact: Motion Picture Proc: Sales Department, EASTMAN KODAK COMPANY, , Rochester, New York 14650. For COLOR KASTMAKJ FULM Companies Announce Rise in Earnings Wometco Enterprises, Inc. have announced a 25 percent stock divi- dend on all stock outstanding plus the regular quarterly dividend of 14 cents on the outstanding class A stock and five cents on the out- standing class B stock. The stock dividend will be distributed Dec. 22, 1964 to stockholders of record .s of Dec. 1, 1964. The cash divi- dend will be payable Dec. 15, 1964 to stockholders of record as of Dec. 1, 1964. The Procter & Gamble Co. re- ported consolidated net earnings of $40,363,316 for the three months ended Sept. 30, 1964. These earn- ings are equal to $0.92 per share. Earnings for the same period in 1963 were $37,792,001, equal to $0.90 per share. In the three months reported, provision has been made for Federal and other income taxes of $38,042,000. The Borden Co. announced rec- ord third-quarter and nine months' sales and earnings and an increase in the regular quarterly dividend. The increase, the fourth in 18 months, raises the dividend to 52V2 cents a share from 50 cents a share. It is payable Dec. 1 to stockholders of record Nov. 6. Tri-Continent, a San Francisco headquartered motion picture tele- vision production company, special- izing in children programs, com- mercials and documentary industrial films, earned $195,000 dollars dur- ing its first month. Sell Spot Participation In CBS-TV Santa Parades Four sponsors will participate in CBC's Santa Claus Parade coverage on CBYT Corner Brook, CBHT Halifax, CBMT Montreal, CBOT Ottawa, CBLT Toronto, CBWT Winnipeg and CBXT Edmonton. Each sponsor has purchased one 60-second spot within the body of the parade telecasts. The sponsors and their agencies are: Marx Louis & Co. Canada Ltd., Marx Toys (Spitzer, Mills & Bates Ltd.); Kelton Corp Ltd., Peter Aus- tin Toys (Canaline Advertising Agency Ltd.); The Rowntree Co. Ltd. (Ogilvy, Benson & Mather ICanada Ltd.) and Reliable Toy Co. Ltd. (Ronalds-Reynolds & Co.). Re- liable Toy has also purchased a 60- second spot prior to the start of the telecasts. The Santa Claus Parade from Toronto will be seen Nov. 14 on CBYT, CBHT, CBOT and CBLT. The parade from Winnipeg will be telecast the same day on CBWT and CBXT. The Montreal parade will be seen Nov. 21 on CBMT. Thomas S. Case Joins Cleveland Ad Agency Thomas S. Case, formerly vice president and group creative super- visor at McCann-Marschalk, Inc., New York, has joined Cleveland ad agency, Lang, Fisher and Stash- ower. Inc., as vice president and creative director. In this new posi- tion. Case will assume the creative responsibilty for all the company's clients and all media, both print and broadcast. A native Clevelander, Case began his career with Fuller & Smith & Ross, Inc., and later served as copy chief in FSR's San Francisco office before returning to Cleveland as Mc- Cann's creative director. Case brings to LFS experience on a wide variety of consumer accounts such as Wcstinghousc, Alcoa, Stan- dard Oil, Ohio Bell, and more re- cently Pillsbury, Tab, Scripto and Sabcna Airlines. Several campaigns under Case's direction have received numerous performance awards as well as rec- ognition in the field of art and broadcast competition, both local and national. Case's position is a new one at LFS, long one of Cleveland's top consumer agencies. It marks another step in LFS's continuing policy of bringing clients a high degree of professionalism in both creative and marketing fields. Katz Elected to TvB Eugene Katz, president of the Katz Agency, New York station reps, has been elected to the board of directors of the Television Bureau of Advertising. Katz succeeds Martin L. Nier- man, president of Edward Retry & Co., whose second two-year term is up in November. TEAM MAKES AAAA OPENING PRESENTATION This team made the opening presentation at the recent AAAA Tv Commercial Production Seminar, sponsored last month in Charlotte, N. C. by the Southeast Council of the American Assn. of Advertising Agencies: (left to right) Robert I. Bergman, president of Filmex Inc., Marc Brown, president of Marc Brown Associates, Inc., Eugene PetriMo, vice president and radio/tv director, O'Arcy Advertising Co. and William Gibbs, vice president in charge of sales, MGM Telestudios, Inc., all from New York City. IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIH November 9, 1964 49 THE CHANGING SCENE Guerlain, Inc. Expands Radio, Tv Spot Schedule A very old company is using an expanded schedule of radio and television spots this tall to project its new "younger"' image. Guerlain, Inc., French perfumer founded in 1828 and internationally renowned among the sophisticated and well-heeled, has employed broadcast media with commercials designed to make the company bet- ter known on a broader base. Hu- mor in the messages will be coupled with a saturation schedule in major markets. The objectives, according to Gil- bert Advertising Agency, Inc., are to reach the youth market and to strengthen acceptance for Chant d'Aromes, Guerlain's first new frag- rance in seven years. Shalimar has been Guerlain's best-selling perfume in the United States since it was introduced in 1926. Budgets for both radio and tv are more than double what they were a year ago. Coverage has been in- tensified to provide greater pene- tration in each market and add new markets to the schedule. For 1964, tv will be used in five cities, New York, Chicago, Phila- delphia, Boston and Cleveland. One tv outlet was selected in each. Ra- dio advertising covers 14 major cities, employing two or more sta- tions in most — fine and popular music — to reach a diverse audi- ence. As in the print schedule, radio and tv advertising will "peak" dur- ing the six to eight-week period prior to Christmas. This is tradi- tional in the industry because of the importance of perfume as a gift. Hauser, Brooks Represent Triangle Program Sales Two West Coast representatives for Triangle Program Sales are be- ing announced as part of the con- tinuing expansion of the syndication arm of Triangle Stations. Jack Hau- ser and William Brooks, Jr. are the newest additions of the sales staff. Hauser, who will cover Alaska, Washington, Oregon, and Idaho, will be based in Seattle where he is sales manager of Northern Televi- sion, Inc. Brooks, whose territory includes Nevada, Arizona and Cal- ifornia outside of Los Angeles, will represent Triangle from his posts in Beverly Hills as vice president of Cartoon Distributors Corp. and western regional sales manager for George Bagnall & Associates. Increase Noted In Syndication Sales Station WFAA-TV Dallas, Tex. has renewed its contract for the purchase of 260 Felix the Cat car- toons through 1971, this time spec- ifying that it will telecast the entire package in color, it was announced by Frank A. Browne, national sales manager of Trans-Lux Television Corp., syndicator of the series. Originally, the Dallas station used Felix in monochrome. WGN-TV Chicago is also going the color route with another Trans-Lux package, /- ^ s-.c^ j,^ M' a€- GM-^] Dear Mr. Shapiro, '"^ ^ \ ^•'nf 1^' ,.iti c I enjoy your program and have watched it since it lotj^ ^^M^^X ^°" I enjoy your program anu ucivt. ^<^^^..^^ -v ^^^^^ v- r leM®^ ^c began. How many other station managers over the Unitec ^^^^^ust^.V*? ^ States put themselves on tne "hot seat- on a similar pre ^ J^ gram? "^ I would also like to knov why Steve Allen wont give a^ 50 SPONSOR Browne added, this one the 130 cartoons of the popular action ser- ies, The Mighty Hercules. Four Star Distribution Corp. has jmbarkcd on a Rijlenum sales drive hat will have the company's most >uccessful series in off-network syn- dication in the top 175 markets, according to Len Firestone, vice bresident and general manager of Four Star Distribution Corp. Rijle- nan is now in 136 markets, with a arget of 39 additional markets to 36 sold. The show now plays in 90 )f the top 100 markets. NBC Enterprises' International division marks its first business ransaction with Algeria through i^adio Television Algerienne's pur- i;hase of a six-hour Tokyo Summer )lympics package, it was an- lounced by George A. Graham, r., vice president. The Triangle radio series Anni- ersaries in Sound was sold in 24 narkets, establishing a new record or the year-old Triangle program ales. All but one of the buyers are tations. Other radio contracts com- pleted by Triangle Program Sales, include: Motor Racing Review to WJMX Florence, S. C. and WZOK Jacksonville; Word Picture to WFLR Penn Yan, N. Y.; Window on Washington to WRIN Rensse- laer, N. Y. and WVTR White River Junction, Vt. and Keiter Contacts to WVTR. Science Fiction Theatre, the 78 half-hours of "Sci-Fi" anthology, has been sold in a total of 150 markets with the addition of five recent sales, reports Pierre Weis, vice president and general manager, syndication di- vision of United Artists Television, Inc. The additional station purchases are comprised of: WMUR-TV Man- chester, N. H.; WRBL-TV Colum- bus, Ga.; KSWO-TV Lawton, Okla.; WBKB-TV Chicago, 111.; WTEV- TV New Bedford, Mass. Agency Appointments Reach, McClinton & Co., Chica- go, appointed to handle advertising for Americana-Interstate, Mundel- ein. 111., a division of Americana Encyclopedia; The Eureka Co., Scranton, Pa., a division of Litton Industries and H. F. Philipsborn & Co., Chicago. Bofin^er-Kaplan Advertising Inc., Glenside, Pa. appointed to handle advertising for Shannon Air Limit- ed, headquartered at Shannon Air- port, Shannon, Ireland. Harry W. Graff Inc. appointed advertising agency for the Dale Dance Studios. Sullivan, Stauffer, Colwcll & Bayles, Inc. appointed the adver- tising agency for garden chemical and household pesticide products for Geigy Chemical Corp., Ards- ley, N. Y. Wilson Haight & Welch, Inc., Hartford and Boston advertising agency, added two new accounts, R. C. Bigelow, Inc. and Symmons Engineering Co. Harold Walter Clark, Inc. ap- pointed advertising and public rela- tions agency for Kon-Kwest Manu- facturing, Inc., Englewood, Colo. Venet Advertising, Union, N. J., has been named by Palco Products, Inc.. New York to promote its novelty Toys-A-Popping Caramel Corn. :^- t ^V^^ 01 icts co' tWe loo^ J"^ *^ r^ /^ ^^S ■^^'v^^-^^^' ^ u ,a^ jM- itiA/ JL" / ..^' M ^- Oregon, when ^''''' r-on'KS,7- station that '^.^^^ °^'y f'es. Get!" '^^^°^"- ^^' b>g inZ' ^"'°"9h K r,. REFERENCES: Sales Management Survey of Buying Power, June 1964; NCS, 1961. REPRESENTED NATIONALLY BY HARRINGTON, RIGHTER & PARSONS, INC. November 9, 1964 55 Who reads specialized business publications? Customers. Whose? Yours. Call them purchasing agents, call them marketing directors, call them v.p.'s, call them superintendents, managers, estimators, specifiers, buyers, consultants, designers, con- tractors, chemists, physicists, engineers or any other title known to salesmen. What- ever the label, you can be sure that your customers read the business press. You can be sure because no one holding a responsible position will hold it long without reading publications appropriate to his work. That's not the secret of re- sponsibility— but it's a clue. Advertisements in the business press — trade, industrial and professional publica- tions— attract customers while they're exercising their responsibility to keep informed. The climate's right. The price is right. Budget as you behave.* There are no dollars in advertising budgets more efficient than those invested in the business press. 1913 Eye Street, N.W., Washington, D.C. 20006. Representing the 244 member magazines of National Business Publications, inc., whose membership qualifications include independent audits by the Audit Bureau of Circulations, the Business Publications Audit of Circulations, Inc., or the Canadian Circulations Audit Board, Inc. *The fact that you can be reachecJ has ju5t been demonslraled. The specialized business press is industry's reporter, management's instructor, the sales manager's divin- ing rod, the marketer's market data source. Read by the man who wants to get ahead and the man deter- mined to stay ahead, the business press teaches the newcomer, trains the analyst, retreads the old-timer. It serves, pin-points, identifies. It is not all things to all men. It is specific, seeking out specialized markets. It isolates, clarifies, inspires. It reaches — efficiently. i November 9, 1964 57 ARE YOU MOVING ? Do you have a question about your subscription? Do you want to order or renew your subscription? If you have any questions about your subscription, place your magazine address label where indicated and clip this form to your letter. If you're moving please let us knovy/ about five weeks before changing your address. Place your magazine address label where indicated and print your new address on this form. If you subscribe mail this form with your payment, and check: ( ) New Subscription ( ) Renew my present subscription (rnclude label) Rates in U.S. and Canada: 3 yrs., $10; 2 yrs., $8; 1 yr., $5. ATTACH LABEL HERE To insure prompt service whenever you write us about your subscription be sure to include your SPONSOR Address Label. Name: Your Title: Address: City State Zip Code. CLIP AND A^AIL TO: SPONSOR Subscription Service Dept. Ojibway Building Duluth, Minnesota 55802 THE CHiVISTGINTG SCENE Equal Time Decisions The FCC added two more politi- cal equal time decisions to the roster last week. It informed coun- sel lor Metromedia, Inc. that the International Ladies Garment Workers union campaign commit- tee could buy time on WNEW-TV New York, featuring campaign speeches by President Johnson and Robert Kennedy, without liability for equal time demands from op- posing parties. A request by Democratic con- gressional candidates, Mrs. Elea- nor Clark French, for equal time to reply to a May 3 talk on New York station WOR-TV by incum- bent GOP Congressman John Lindsay was denied. Office Opening Announced Richard-Sherwood Artists an- nounces the opening of its offices at 33 East 60th St., New York. The company will specialize in repre- sentation of talent for television and radio commercial work. Duncan Named Secretary Of Broadcasters Assn. Alderman Duncan has been ap- pointed the executive secretary of the South Carolina Broadcasters Association, it was announced by the president. He has been the president and treasurer of Southern Publishers, Inc., Columbia, S. C, since 1959 and also editor of Con- tracting in the Carolinas, since 1959. Alderman is a graduate of The Citadel and did graduate work at the University of South Carolina. He was formerly the editor and publishers of the Aiken Standard and affiliated with the Associated Press. Station Sales Collier Electric Company CATV and Microwave Systems in Colo- rado, Nebraska and Wyoming was announced by J. E. Collier, presi- dent of the selling companies. Com- munity Tv, Inc. of Salt Lake City is purchasing the CATV Systems in Sterling, Colo.; Laramie, Wye; 58 Sidney and Scottsbluff County, Neb. Mulit-Pix, Inc., is purchasing the Allianee and Kimball, Neb. systems. Mountain Microwave Corp. is purchasing the microwave assets of Collier and has applied to the FCC to provide two additional channels of service to the systems in Colo- rado and Nebraska. Bob Magness is president of Mountain Microwave Corp. H-R Representatives Move Offices to Park Avenue H-R Television, Inc. and H-R Representatives, Inc., national spot representative firms move to new New York headquarters at 277 Park Ave. effective Monday, Nov. 2. The move to the fifth floor of the new Chemical Bank Building, between 47th and 48th streets, gives the companies the largest New York headquarters of any national spot representative firm, and is the third [ time that H-R has doubled its head- quarters space since 1950. I Kraft Sponsors Como On CBS TV Network Kraft Foods Ltd., through Need- ham, Louis & Brorby of Canada Ltd., will sponsor six Perry Como specials on the CBC-TV network this season. The first of the one-hour variety programs was telecast live from De- troit on Thursday, Oct. 29. Regular artists on the Como spe- cials will include the Ray Charles Singers, announcer Frank Gallop and orchestra directed by Nick Perito. Writers are Goodman Ace, Bill Angelos and Bus Kohan. Pro- ducer is Mario Lewis. Director is Dwight Hermion. The Como show originates with NBC. Houston Radio Station Begins FM Operations KLEF, Houston's newest radio station, began operations Nov. 1 at 6:00 a.m. on FM. KLEF devotes its entire program- ing to classical music, according to Ronald G. Schmidt, station vice- president and general manager. The station's full schedule — from 6:00 a.m. until midnight each day — is presented in FM multiplex stereo. SPONSOR KLEF's studios are in the Sterling Building in downtown Houston, and the transmitter and antenna are lo- cated atop the Tennessee Building, a few blocks away from the studio site. With a power of 45,000 watts, KLEF extends its coverage to 58 Texas counties and six Louisiana parishes. 3M Company Reports High Sales and Earnings The 3M Co. has reported the highest sales and earnings for any three months period in the firm's 62-year history. Records were also set for the first nine months of 1964. Sales for the three months end- ing Sept. 30, 1964, reached $230.6 million, compared with $210.9 million for the same period last year, an increase of more than nine percent. Net income of $26.5 million, equal to 50 cents a share of com- mon stock, up 1 1 percent, com- pares with $23.8 million, equal to 45 cents a share, for the third quarter in 1963. Eastman Kodak Sponsors 'Greatest Showman' The story of Cecil B. DeMille's film career will be presented in a 90-minute color special, The World's Greatest Showman, on NBC-TV Sunday. Nov. 29. Eastman Kodak Co., through J. Walter Thompson Co., has pur- chased full sponsorship of the pro- gram, it was announced by Sam K. Maxwell Jr., director of special pro- gram sales. NBC-TV. Eastman also sponsored the first showing of the special program. 'Holiday Hostess' Promotion Scheduled A special "Holiday Hostess" promotion to acquaint consumers with holiday uses of Cambell's Tomato Soup was announced by the company. Throughout the year a continu- ous advertising schedule will sup- port Campbell's Soups. During the "Holiday Hostess" promotional period, specific tomato soup adver- tising will appear in national maga- zines as well as on television and radio. Arthur Hull Hayes Receives Award CARTA (Catholic Apostolate of Radio, Television and Advertising) will present its annual CARTA Award to the president of CBS Radio, Arthur Hull Hayes. CARTA'S president John Mc- Ardle, vice president and general manager of WNEW-TV said that the award will be presented at CARTA'S 17th Annual Commu- nion Breakfast Nov. 8 at the Wal- dorf Astoria Hotel. The CARTA Award is bestowed annually to Catholic professionals in the fields of radio, television and advertising. Offices Change Locations Ralph C. Ellis Enterprises recent- ly moved to newer and larger offices at 556 Church St., Toronto, Ont. Ellis Enterprises began its opera- tion in January of this year at the Film House, 22 Front St. West, Toronto, and is a tv film program distributor in Canada and abroad. Ackerman Associates Inc. Okla- homa City. Okla., has moved to new quarters in the Ackerman Building. United Founders Plaza. KFOG has moved to new studios and offices at Ghirardelli Square. San Francisco. The Kaiser Broad- casting Corp. FM outlet is the first tenant to occupy quarters at the multi-million dollar development. The new address is 900 North Point, San Francisco. PCS Film Productions Makes Westclox Film PCS Film Productions has pro- duced a one-minute tv newsfilm for the Westclox Div.. General Time Corp. Titled Newest Face on Broadway, the film — a 16 mm black and white silent production, with accompany- ing script — features the recent in- stallation on Broadway of the new Westclox outdoor clock, the larg- est outdoor clock in New York. The newsfilm was distributed to 200 major tv stations throughout the United States for use on locally- emanating news shows. The agency for Westclox is Mac- Manus, John and Adams, Inc., New York. YOU'VE MgT THE v/hen he says snow, by gosh it snows TYPF The kind of a chap people always cup an ear to. They swear by what he says. They like the witty way he says it. He's a pro at it! Like our man Jack Davis — WKOW's big PROgramming personality on the weather beat. When Jack says rain to- night, by gosh it rains tonight. When he says prepare for it, people go right out and buy slickers and lemons and wind- shield wipers and detergents and complexion creams and cough syrups and things. Got a product to add to that list? Let Jack Davis and his popular Weatherscopes whip up a sales storm for it! The PROgramming Station MADISON, WISCONSIN CBS Wisconsin's Most Powerful Station! rONY MOE, ViteVres. & Gen. Mgr Ben Hovel, Gen. Sales Mgr. Larry Bentson, Pres. Joe Floyd, VicePres. Represented nationally by H-R \^. A i.'J/»M«l STATION November 9, 1964 59 SPONSOR SPOTLIGHT ADVERTISERS Darden Chambliss has been appointed public relations direc- tor of The Aluminum Associa- tion. Francis M. Bcudcrt and Harold A, Ashby promoted to division president and vice president, mar- keting, respectively. Robert O. Howard named adver- tising and sales promotion manager of B. F. Goodrich's associated tires and accessories division. Charles S. Grill appointed to the newly created position of director of advertising of Philco Corp.'s con- sumer products division, effective immediately. Daniel R. Cavalier re- signed as merchandising manager of the firm. Lloyd T. Moore named to head Libbey Products, Owens-Illinois In- stitutional glassware sales for the Pittsburgh office. Harold S. Rieff joined the Bun- lap Corp. as executive vice presi- dent and general manager. Edward J. Williams appointed ex- ecutive vice president for finance, production and research and Fred M. Haviland, Jr. appointed execu- tive vice president for marketing. AGENCIES Robert Bode, Frederick Kittel and Bernard Owett elected vice presidents in the New York office of the the J. Walter Thompson Co. and Franklyn Johnson elected vice president in the Chicago office. Sumner J. Winebaum named head of the Paris office of Young & Rubicam. Clare Barnes elected a vice pres- ident of Sullivan, Stauffer, Colwcll & Bayles, Inc. Rod McManigal joined the Prin- ceton advertising and public rela- tions agency as copy chief. John F. Brookman and William V. Humphrey joined Donald Young Associates, Inc., Chicago, as ac- count executives. Edward Edel and William Ed- wards joined Carl Ally Inc., Adver- tising as broadcast traffic coordina- tor and account executive. John E. Hussey joined the re- search department of D'Arcy Ad- vertising Co. as research analyst. James P. Dwyer joined the Phila- delphia office of Albert Frank- Gucnther Law, Inc., as account supervisor. Russell Walters joined Bronner & Hass, Inc., Chicago advertising agency, as assistant art director. James A. Wilson appointed broad- cast creative director of Powell, Schoenbrod and Hall Advertising, Chicago, 111. Anderson F. Hewitt joined Gey- er, Morey, Ballard, Inc. as senior vice president. Robert A. Fishman joined the staff of Bcrnc-Vogel & Associates, Washington, D. C. advertising agency. He will assume the post of broadcast media. 'iXi Joseph Sollish Anders Krall Joseph Sollish named an associ- ate creative director and a vice pres- ident at Young & Rubicam. Anders Krall appointed vice pres- ident and director of market re- search of Cunningham & Walsh, Inc., New York. Barry Blau elected a vice presi- dent of Sullivan, Stauffer, Colwell & Bayles, Inc., New York. Edwin P. Berlin named copy chief for Dunwoodie Associates, Inc., Garden City, N. Y. Paul Lehner, William C. Tay- lor, Donald H. Rice, Theodore E. Schulte and C. Malcom Sullivan appointed members of a new man- agement committee in the Chicago office of the J. Walter Thompson Co. Lehner is chairman of the com- mittee. Paul Gerdner named sports direc- tor of the Young & Rubicam tv- radio program department's public- ity services. Stan Kohlenberg named vice president in charge of special pro- motional projects on the Warner- Chilcott Laboratories account for Sudler & Hennessey, Inc., New York. Ralph Linder appointed vice president and Latin American Co- ordinator of Lennen & Newell, Inc. Fred Haviland Anderson Hewitt Robert Fishman Stan Kohlenberg Sfeven Semons Henry Reeves Steven L. Semons appointed media director at de Garmo Inc. Prior to a BBDO hitch as media group head, Semons was with the Cunningham & Walsh media depart- ment and earlier, Young & Rubi- cam. Henry A. Reeves elected a vice president of Fuller & Smith & Ross, Boston, Mass. Isabelle Stannard joined Friend, Reiss as media director. John Laslo joined Bronner & Haas, Inc., Chicago as a copy- writer. Peter F. McNally appointed cre- ative director at the advertising and public relations firm of McClellan & Associates, Inc. Elizabeth L. Jones named a crea- tive director of Adams, Martin and Nelson Advertising, Inc., Minne- apolis, Minn. James F. Bender appointed di- rector of public relations in the Pittsburgh office of Fuller & Smith & Ross, Inc. Ron T. Smith elected president of The Martin R. Klitten Co., Inc., Los Angeles. Peter Keveson joined Kastor Hil- ton as vice president and creative director. Edward McClure Joseph O'Sullivan Edward M. McClure named ac- count executive at Fuller & Smith & Ross for its client, Worthington Corp. Joseph W. O'Sullivan appoint- ed manager of administration of Fuller & Smith & Ross' New York office. Thomas Delia Corte and Robert Jeremiah have been promoted to senior buyers in the media depart- ment of Cunningham & Walsh Inc., New York. Alice Givens joined the firm of Earle Palmer Brown and Associ- ates, Inc., as copy chief. Gerald Weinman named associ- ate director of Pritchard, Wood, Inc. Carl L. Friberg joined Clinton E. Frank, Inc. as a print buyer in the media department. Jan Schneider joined Gardner Advertising Co.'s St. Louis media department as a buyer. TIME/ Buying and Selling James C. Kissman and James F. Mackin appointed account execu- tives to the radio division of Peters, Griffin, Woodward, Inc. Keith Larkin who has been with the firm for seven years, continues as an associate in the office. K C o H YOUR BEST Negro buy NOW rated 3rd in Metro Houston Elizabeth Jones November 9, 1964 James Bender Ron Smith Peter Keveson (Pulse Metro Area, April-May-June, 1964) (6 AM-6 PM M-F) KCOH ^^^H^^^^HI delivers the nation's lOtti largest Negro metro market, with purchasing power of over $300,000,000.00 annually, and more! KCOH ^^^^^ma^^ knows that advertising results are nec- essary ... and gets them! KCOH mmaa^^^^^^ has had the lowest C.P.M. throughout 1964 of all Houston radio stations! KCOH mi^mmm^K^^ has earned the Negro community's loyalty, assuring advertising acceptance. Robert C. Meeker, Pres. Represented by: Savalli-Gates, Inc. .utERPllist BROADCAST Exclusive New Service For Radio Stations and Advertisers Good feature programming can be economi- cal. It can build audiences. It attracts adver- tisers. It sells listeners. Enterprise Broadcast Features now brings to radio timely, entertaining, informative fea- tures that appeal directly to the wide range of audience interests. We call this concept . . . Target Programs It's dynamic and different. Enterprise Broadcast Features draws on the experience of the world's largest newspaper feature service . . . Newspaper Enterprise As- sociation. Working with this wealth of out- standing talent, veteran broadcast producers have created dramatic, new features especially to serve stations and advertisers. "By-Line", "Sportscene", "This Is Living", "Let's Exercise", "Gardener's Notebook", "Jacoby On Bridge", "Agribusiness", "Story- toon Express", are available now. Cost? Surprisingly low. Call, wire, write today. ENTERPRISE BROADCAST FEATURES 7 East 43rd Street, New York 17, New York Telephone: 212 TN 7-6800 61 SPONSOR SPOTLIGHT Gary Ferlisi appointed manager of the Portland, Ore. office of Jacobson-Simpson & Associates. George C. Allen appointed a ra- dio account executive in the Los Angeles office of Edward Petry & Co., Inc. TV MEDIA Joseph Schacter appointed busi- ness manager of WNJU-TV New- ark, N.J. Bruce B. Cox appointed program manager of WLOS-TV Asheville, N.C. Thomas J. Knott named assistant program manager of the Group W Boston station of WBZ-TV. Charles Amato joined WOR-TV New York, as an account execu- tive. John VVicklein joins WABC-TV as news director effective Nov. 16, 1964. Ml II wharsup? OFiT/ Richard Trembath Geratd Gilles Richard Y. Trembath and Ger- ald R. Gilles appointed public af- fairs director and account executive for KYW-TV Cleveland, Ohio. Robert L. Gilbertson, Jr. ap- pointed vice president and general manager of WTEN-TV Albany- Schenetady-Troy, N.Y. Bosh Pritchard named vice presi- dent in charge of sales for Tel Ra productions of Philadelphia. William J. (Bill) Sheehy ap- pointed account executive for WLKY-TV Louisville, Ky. Douglas Trenner appointed an account executive in WOR-TV sales. RADIO MEDIA John W. Nelson and James E. Long joined WJR Detroit, Mich, as account executives on local and regional business. Sid Cohen and Michael Fransen join KPAT-AM-FM San Francisco, sales department. Alice Potter joins KPAT-AM-FM as copy chief and director of public relations. Robert M. Oxarart appointed manager of KFRE-FM Fresno, Calif. Donald Tawzer appointed sales manager at KOIL Omaha, Neb. Lawrence A Wilkinson and Cleo Wright Warriner named chief en- gineer and director of advertising and sales promotion for WCBM Baltimore, Md. Loren F. Hollembaek appointed sales promotion manager and James F. X. Mullen named merchandis- ning manager for CBS Radio. Floyde Beaston Roger Kiley Floyde (Bud) Beaston named vice president and general manager of WGMS Washington, D. C. ef- fective Nov. 9. Roger W. Kiley selected as sales manager for KISN Portland, Ore. Jack Baker has been added to the local sales staff of WIP Phila- delphia, Pa. SYNDICATION & SERVICES Arnold D. Burk resigned as ex- ecutive assistant to United Artists president Arthur B. Krim. Bill Lee has sold all interests in his management firm to assume the post of creative director for Dick Clark productions. Jack Hauser and William Brooks, Jr. added to Triangle executive sales staff. Paul Whiteman named sf>ecial program consultant to Triangle Stations, it was announced by Rog- er W. Clipp, vice president, radio- tv division. Triangle Publications, Inc. 62 SPONSOR com:m:e»ciai:- critiquie Costs of production cut By Arthur Bellaire Creative director BBDO, San Francisco ■ Regardless of what a given com- merical costs to produce, is it really worth it? And it not, what's the best thing to do? Cut corners while it's in production in order to bring it in as cheaply as possible? I don't think so. I think that's too late. I think it's cheaper to have a better idea in the first place. After all, ideas are probably the cheapest commodity there is. Oh, we have to pay through the nose now and then to inspire somebody to have one, but nobody has a corner on them. Not even the advertising business has a corner on ideas. When I say that it takes ideas to cut production costs, I am not at this moment referring to those basic ideas which all advertising needs — those ideas which select the strong- est selling appeals to form the basis for copy. I am referring to another kind — communicative ideas — on which lie the burden of the success- ful execution of basic appeals. In other words, in television it ain't just what you say that counts — it's how you say it. Start with a sound basic copy story, expressed in a strong basic theme: that's what to say. Then select a technique that's going to express this basic idea in the most compelling and interesting way pos- sible: that's how to say it. True, that goes not only for tv copy but for all media. But in television that's where too many copywriters start asking the advertisers for production money rather than asking their brains for good ideas. Some tech- niques do need money to make them come off, but more often than not an idea is good because it is simple and uncluttered. It just takes thinking. "The brain is a wonderful organ," said Robert Frost. "It starts working the mo- ment you get up in the morning and it doesn't stop until you get to the office." If television is a medium of close- ups — and it is — then playing it close to the eyelashes is more often right than it is wrong — and reasonable in cost more often than expensive. Shooting in close-up is a good place to begin because it concentrates the interest and comes out big. This is where empathy begins. Playing it in close-up can cause many wonderful things to happen in addition to a lower production budget. The close-up is intimate. It involves. And these days we have to involve or we are lost. Simply saving money in the pro- duction of commercials is hardly an end in itself. But having a good idea is — because a good idea really in- volves the customer. And a good idea is generally a simple idea. And a simple idea generally costs less to produce than a complex idea. One impression I don't want to leave is the thought that when a good idea occurs it automatically saves money. It's just that the copy- writer or producer who looks for ideas and watches the dollars will be more likely to get his money's worth when a larger investment is required. The odds are always in his favor. Animation, as you know, comes in many prices. Most commercials can thrive without it, but in those cases where we decide we need ani- mation, more often than not some Hmited form at a limited price will do the job nicely. If you must animate, have a rea- son. And if you need good quality, have a reason to pay that extra price. Take Mr. Magoo, for example — that nearsighted, bumbling, my- opic little salesman who is now in his fifth year selling General Elec- tric light bulbs. This is not cheap animation by any means, but judg- ing by Magoo's record-selling light bulbs, we're really getting our mon- ey's worth. ARTHUR BELLAIRE a vice president and member of the board of directors of Batten, Barton, Durstine & Os- born, recently moved to the agency's San Francisco office as creative director. Previous to his West Coast appointment Bellaire was creative director in charge of tv and radio production in New York. He joined BBDO in 1943 as a print copywriter, transferred to the radio copy group in 1945, began creating tv commercials in 1948, took charge of radio/tv production in New York in 1962. Prior to joining BBDO, Bellaire was a news writer with NBC and a radio new.s writer with the United Press. He is a mem- ber of numerous advertising committees, chairs the newly-formed 4A committee on tv commercial production. Author of the book "Tv Advertising— A Handbook of Modern Practice," Bellaire has also written many articles on tv commercials. When you total it all up, it's actually not one idea a good tv commercial must have, it's two: first the basic theme idea, expressing what the advertiser wants to say; and second, the communicative idea. Isn't it a shame that the number of commercials cluttering up tv today seem to have no ideas at all — or seem to have one without the other. It's the horribly frightening re- liance on extra production values to make up for lack of basic selling ideas that's causing a waste of many advertisers' dollars on television to- day. Overconcern for aesthetics. Un- der-concern for selling. Fortunately, some advertisers still insist on basic ideas and communi- cative ideas in one and the same commercial. It takes a bit more thinking, but it pays off. ♦ November 9, 1964 63 COMING TO NEW YORK ? Stay at the only Inn in town run the old-fashioned way! (Only 1V2 blocks to the Coliseum) The brand new 600-room luxury Inn with every modern feature: spacious air conditioned rooms and suites, superb restaurants, smart cocktail lounge, free roof top pool, free indoor garage, small and large meeting rooms with banquet facilities- even closed circuit T.V.— and old fashioned, old world Innkeeping service— o;i/j/ IV2 blocks to the Coliseum! ^JbJL VUA. OF N. Y. C. 57th ST. WEST of 9th AVE. Phone (212) LT 1-8100 CAl.^NOA'R NOVEMBER Broadcasters Club of Washinglon reception for members of the Federal Trade Commission, Broadcasters Club, Washington, D. C. (9). Assn. of National Advertisers fall meeting, The Homestead, Hot Springs, Va., (9-11). ABC Radio regional affiliates meet- ing, Detroit, Mich. (10). American Assn. of Advertising Agencies eastern annual conference, Hotel Plaza, New York. N.Y. (10-11). Point-of-Purchase Advertising In- stitute, 1 8th annual conference and ex- hibit, New York Hilton, New York (10-12). Radio-Television News Directors Assn. annual conference. Rice Hotel, Houston, Tex. (11-14). Peters, Griffin, Woodward, Inc. an- nual promotional seminar for PGW represented stations. Pick Congress Hotel, Chicago, III. (11-16). OK-CATV Assn. of Oklahoma and Kansas annual meeting, Sheraton Oklahoma, Oklahoma City, Okla. (13). ABC Radio regional affiliates meet- ings, Albany, N.Y. (13). American Women in Radio & Tele- vision board of trustees meeting of the educational foundation, Washing- ton, D.C. (13-14). Edward Petry & Co. annual pro- motion seminar. Pick Congress Hotel, Chicago, III. (16). BDA annual seminar, Pick Congress Hotel, Chicago, 111. (16-18). NAB CONFERENCE SCHEDULE National Assn. of Broadcasters fall regional conferences: Statler Hotel, Detroit (Nov. 9-10). Hotel Ten-Eyck, Albany, N.Y. (Nov. 12-13). WE SQUEEZED THE AIR OUT AND LEFT NOTHING BUT AIR IN All broadcast ... all buying ... all im- portant. That's SPONSOR, designed as — and still — a buyer's book. Not pedantic, mind you. Not gossipy. We present the top of broadcast news, quickly; the meaning of the news, deeply; the trend of the news, perceptively; the future of the news, daringly. Do we ever annoy? Offend? Disrupt? Yes. We also enrich the buying mix in the back of the buyer's mind — with the stuff that helps make the difference between "ordering" and "buying." That's why the buyer reads SPONSOR, the broadcast idea weekly with the fat trimmed away. 25 West 45th Street, New York City, 10036, Telephone: 212 581-4200. 64 SPONSOR If you lived in San Francisco., . . .you 'd be sold on KRON-TV % ■X w Mi»l.t,"ll'lll.„l. _ „ ■5^«W»' Once. ..lucky dog. Twice. ..lucky dog? Seven times.. .can't be luck. Must be class! With such tough judges, what else could it be? We asked the media buyers in seven major cities which local radio stations they choose for the bulk of their buying."'^ In each case, the great majority chose the CBS Owned radio station as one of the top three. Why? Because they are the best judges of media in their own communities. They listen to their local stations. They talk to people around town. They've learned that a talk-and-information format provides a best-of- show setting for their commercials. Especially when it's talk and information that people re- spect and respond to. So seven times out of seven the experts show how much they prize their CBS Owned radio station. And they put their money where their choice is. THE CBS OWNED RADIO STATIONS WCBS New York, WBBM Chicago, WEEI Boston, WCAU Philadelphia, KMOX St. Louis, KNX Los Angeles, KCBS San Francisco Represented by CBS Radio Spot Sales Source: Study by Charles Harriman Smith/Associates, Inc. Available on request. iBeer industry sees 'happy days' ahead 33 Air media opportunities grow in Puerto Rico*^^.^ GEWFP/i] 42?AR/ rhe TvB: after its first decade 49 "J i.,v O and no matter how you count -in the Twin Cities market you count best on WCCO Television for circulation and audience acceptance. (Ask your nearest PGW Colonel for details). '■s^cv-.-^ .^-'j.^-^^s .^Jf^--:^ ^'^-^^AS:£^^^j^jJ,i^^)k, MINNEAPOLIS-ST. PAUL REPRESENTED BY PETERS, GRIFFIN, WOODWARD, INC. WCCO® R IN YOUR SELLING ^rRODOc;. FRANKLIN NIcCARTHY '■SUGAR DADDY" "MAGNIFICENT" MONTAGUE E. RODNEY JONES "THE MAD LAD" ED COOK "NASSAU DADDY" PERVIS SPANN "THE BLUES MAN" HERB KENT "THE KOOL GENT" BILL "DOC"LEE LET'S FACE IT IS STILL Chicagoland's No. I Negro-Oriented, 24 hr. a day Radio Station *NEGRO MONDAY THRU FRIDAY PULSE 6 A M - 1 2 Nn 1 2 Nn - 6 PM MAY '64 .... 44 .... 48 BERNARD HOWARD & CO., INC. Nat'l Representative Wilh thanks - or opologies (?) to Humble Oil & Refining Compony. FIIIDA.V AT 5 Blair Executive Calls for Broadcaster Group to Study Computer Problems Chicago— Calling for formation of a broadcast industry group to study the many-faceted problems of com- puterization, Melvin A. Goldberg, vice president for planning and research, John Blair & Co., said: "Our problem is not to fight the computer, but to guide it." In a speech prepared for delivery today (Nov. 16) before the Broadcast Promotion Assn., Goldberg asserted: "The computer is only one step in the communications process between the broadcaster and the advertiser. It's time we broadcasters took the trouble to learn its language, to have some voice as to the kinds of informa- tion that should be included." FCC Hears Pros, Cons On Stereophonic Tv Washington — The Federal Com- munications Commission is thinking of authorizing stereophonic sound for television. The commission wants to hear from all parties in interest, with- in the next 60 days, on these aspects: Will stereo sound add to the "realism," or otherwise improve present tv pro- graming? What program material and techniques are available for use in stereo tv? From the engineering standpoint, the FCC wants answers on stereo sys- tems that will be compatible with mo- nophonic tv sets not equipped for the double-track sound effects. What would be the costs and complexities involved in equipping transmitting and receiving equipment for stereo? Philco and GE both asked the FCC to authorize stereo tv, a few years back, but were turned down. Both have proposed systems compatible for ordinary tv sets. FCC turned down requests for AM stereo is 1961, but authorized it for FM stations. Now the commission wants to see more than the Philco and GE system plans, since ather methods may be available for lome tv. Possibihties for stereo sound effects lot only in regular tv programing and nusical programs, but in tv commer- :ials, could open new and exciting /istas for producers. Goldberg urged the formation of a broadcast industry group "to study the problems of computerization, to review the information presently be- ing fed into the computers of the major advertising agencies and adver- tisers, to consider the quality and completeness of the information go- ing in, to recommend areas for fur- ther study, and to prepare standards or criteria for research beyond those created by the Broadcast Rating Coun- cil." Goldberg added that the broad- cast group would not work in seclu- sion, "but would work cooperatively with the 4 A and the ANA, as well as NAB or any other interested parties." "Whether we like it or not," Gold- berg observed, "we as media and as stations are being selected, right now, by computers — although I am not sure whether we are being 'haphazardly be- gotten' or scientifically ignored." New AFL Sponsor; Macy Parade Sold Out New York — A double Thanksgiv- ing bounty is in evidence at NBC-TV with announcement that sales of 1965 American Football League games have reached the half-way point and the annual Macy's Thanksgiving Pa- rade is completely sold out. If last year is any indication, spon- sors of the Macy's parade — Mars Inc., Vick Chemical Co. and Procter & Gamble Co. — can expect in the neigh- borhood of 37 million viewers in 15 » million different households. Also, according to the Nielsen report, the 90-minute colorcast last year reached more homes per minute than the aver- age evening program. Latest sponsor of NBC's 1965 AFL coverage is Chrysler Corp. which pur- chased a one-sixth share to join Institute of Life Insurance and Fire- stone Tire & Rubber Co. Sponsors in 1965 can look forward to increased viewer interest in the AFL games, judging by current at- tendance figures. Quaal Cites Rejection of Pay Tv as Victory' Detroit — Mounting an all-out assault on pay tv. Ward Quaal, exe- cutive vice president and general manager of WGN, Inc., Chicago, last week asserted that the "only dif- ference will be that if pay television gets a firm footing, the people of America who have enjoyed the fin- est television in all the world for a decade and a half will have to pay for that which they now see free of charge." Referring to the 2-to-l defeat re- cently suffered by pay tv forces at the hands of the California electorate, Quaal said, "In any election for any office, one man wins and one loses, but Californians and Americans everywhere all won a great victory with the outlawing of the former pay tv measure, which had permitted sub- scription television in the state." In his talk before the NAB's De- troit conference. Quaal argued that "as a television industry, our great- est weapon against the development of pay tv in any market is constant improvement in our programing." "Obviously, the people in Cali- fornia like what they are seeing on commercial television," the station executive added, "and the television industry is performing admirably in California whether in markets of seven stations or in lesser commun- ities with one or two stations." Continuing his unequivocal attack on the view-for-pay force, Quaal de- clared that pay tv entrepreneurs are in this business to make money, not for "charitable purposes," and Amer- icans must be awakened to the threat of the loss of service that is now enjoyed. Highest Income for MCA Universal City, Calif. — MCA, Inc., reports its highest net income for any first nine-month period in the history of the firm. Unaudit,ed consolidated net income for the nine months ending Septem- ber 30 totaled $10,301,000 as com- pared with $9,535,000 for the cor- responding period in 1963. 1964 income was equal to $2.09 per share of common stock. The 1963 figure was $1.90. CONTINUED ON NEXT PAGE November 16, 1964 FUTJ^AX AT 5 Clay-Liston Fight To Be Aired On 605 Stations in United States New York — With the last-minute signing of Bristol-Myers (for Score), it will be SRO for tonight's broad- cast of the Ciay-Liston fight from the Boston Garden. In addition to the acquisition of the new sponsor, the Mutual Broadcasting System has also announced that 605 U.S. radio sta- tions, 74 Canadian outlets and 88 Canadian satellites will be carrying the blow-by-blow description. The station lineup represents 177 more U.S. stations than the previous record-breaking number which aired the first Clay-Liston encounter. Included in the lineup (exclusive of MBS affiliates and the Intermountain Network) are such major station groups as Storer, Cox, RKO General, Meredith, Capital Cities and Group W. Commenting on the large number of stations clearing for the fight, Robert F. Hurleigh, MBS president. CBS Reports Record Nine-Month Profits New York — The profits picture continues rosy at CBS with announce- ment of record nine-month sales and earnings, plus a boost in the dividend rate. According to William S. Paley, chairman, and Frank Stanton, presi- dent, net income for the first nine months of 1964 (40 weeks) totaled $33,393,508 on sales of $449,830,- 622. This compares with $28,377,689 and $395,145,909 in the first nine months of 1963 (39 weeks). This translates into $1.73 per share of stock as compared with $1.50 per share (adjusted for stock dividend and 2-for-l stock split) earned in the first nine months of 1963. Third quarter net income was also up— $10,235,072 in 1964 (14 weeks) as opposed to $9,007,672 the previ- ous year (13 weeks). At a meeting of the CBS board of directors last week, a boost in the cash dividend to 30 cents was voted for the firm's common stock, payable Dec. 4, 1964, to shareholders of rec- ord at the close of business of Nov. 20, 1964. The board also declared a stock dividend of 2 percent payable on the same date. said, "In the public interest, we made every effort to give this sports event the widest possible coverage. It was offered to every market in the coun- try where we had no conflicts of interest with our affiliates. By fight time we should have better than 625 stations on the list." The four sponsors (Schick, Pepsi Cola, STP and Bristol-Myers) will reach an estimated 75 million Ameri- cans. Pepsi Cola Faces Whimsical Dilemma New York — Pepsi Cola, one of the four sponsors of the Clay-Lis- ton fight on MBS, asks the ques- tion: "In case of a knockout, what kind of a Pepsi commercial v/ill follow?" Will it be one of the company's new "come alive" series? WHN New York, Mutual flag- ship station carrying the fight, suggests that one of the contend- ers might find the product of a local sponsor of value at the end of the battle. New Try Is in Sight for Package Labeling Law Washington — Sen. Philip Hart's truth-in-packaging bill moved a step nearer its 89th Congress debut when the Senate antitrust and monopoly subcommittee report approved it last week. The bill is one of a group of consumer-protective proposals that may make the 89th the most consum- er-minded Congress in history. The Hart bill to require precise disclosure of package content on the label, and the Douglas bill to require spell-out of exact interest charges in installment buying, were urged by the President in his February consumer- interest message. They have been pushed more recently and persistently by his consumer-adviser, Mrs. Esther Peterson, in a series of talks and reg- ional consumer conferences. Third goal is consumer and oldster medical protection with tighter control of pre- scriptive and non-prescriptive drugs, and medicare legislation. In the packaging bill report. Re- publican subcommittee members Sens. Dirksen and Hruska are in furious dis- sent with the Democratic majority. They term "outrageous" the bill's strictures on sizes, weights, degree of "fill," numbers of "servings," descrip- tive use of words like "giant" to des- cribe a measure, and manufacturers' "cents off labeling. Dissenters say the bill is not only harmfully restrictive, but it indicates the American con- sumer as "gullible and irresponsible," and American business as "corrupt." The President's February message, like the current subcommittee report, scolded those packages and labels that mislead a consumer "with respect to size, weight, degrees of fill," or by "misleading adjectives, fractional var- iations in weight which are designed to confuse, and illustrations with no re- lationship to contents of package." The President's message and the crusading senators in the same breath credit the packaging of thousands of items with boosting consumer sales and the economy, via these imagina- tively designed "silent salesmen." But the report finds business moving too slowly toward voluntary reform of the deceptive aspects, when the silent salesmen begin to act "pitchmen." Examples of "good" if unimagina- tive packaging are the "simple, direct, visible and accurate" type used for staples like sugar and flour. Board To Study CATV Applications New York — Despite the fact that the city's tv stations are able to transmit from the world's tallest building, television reception in many sections of New York leaves something to be desired, and five companies think they have the solution — CATV. New York's Board of Estimate is expected to begin hearings ihis week on the first of the applicants — Sterling Information Services. Other applicants for the franchise — RKO General, WOR-TV, The TelePrompTer Corp. and Tele- globe Pay-Tv — will be heard at later dates. SPONSOR If you work for a manufacturer who doesn't use the specialized business press Isn't it time you gave the president of your company ^f®^' ? If you're the advertising manager, the president expects you to pinpoint objectives and achieve them. But, without the business press he prevents you from using the most efficient tool at hand tor reaching specialized markets. If you're the sales manager, the president expects you to produce sales, sales, SALES. But, if he doesn't back you up with funds for a consistent advertising program in appropriate trade, merchandising, industrial, or profes- sional publications, you won't reach all of your prospects. The specialized business press is industry's reporter, manage- ment's instructor, the sales manager's divining rod, the marketer's market data source. Read by the man who wants to get ahead and the man determined to stay ahead, the business press teaches the newcomer, trains the analyst, retreads the old-timer. It serves, pinpoints, identifies. It is not all things to all men. It is specific, seeking out specialized markets. It isolates, clarifies, inspires. It reaches — efficiently. If you're the v. p. for marketing, the president expects you to maintain communication with customers and pros- pects. But he deprives you of the means to inform and educate those distributor salesmen who are beyond your direct control. If you're the president, give yourself P?i^ . You know that you make many buying decisions; the presidents on your prospect list do the same — and they're as hard for salesmen to reach as you are. They're also as easy to reach via appropriate specialized publications. 7973 fye SUeel, N.W., Washington, DC. 20006. Representing the 280 member magazines of National Business Puljlicatiom, Inc., whose membership ciualiiications include independent audits by the Audit Bureau of Circu- lations, the Business Publications Audit of Circulation, Inc., or the Canadian Circulations Audit Board Inc. ovember 16, 1964 President end Publisher Norman R. Glenn ^i sponsor NOVEMBER 16, 1964 • VOL. 18. NO. 46 33 Beer industry sees 'happy clays' ahead Sales unci adveriisiiii^ expenditures climb as breweries experience breakthrough after J 5 years of laggini> business 36 Understanding beer consumers Agency study suggests brewers miss opportunities in advertising by thinking of the beer drinker as a stereotype 38 Beer packaging innovations pushed on tv Two surveys indicate that 75 percent of home beer drinkers were introduced to pull-tab lid through television 40 Bagging customers with tv game Vid-E-O, a picture version of bingo based on tv stars, helps bidld supermarket traffic while plugging network shows 42 Air media grow in U.S. island commonwealth Puerto Rico's "Operation Bootstrap" has made the historic island a showcase for economic development, but not all broadcast admen realize the values which exist there 46 The broad, broad 'World of Advertising' Advertising news program proves a prime vehicle for reaching the general public as well as members of the advertising-marketing fraternity 49 TvB: after the first decade Agencies and clients thrive on creative, diplomatic and research services provided by industry's "super rep," in a continuing cru- sade to expand tv sales Publisher's Report 1 ] Sponsor Scope 28 Sponsor Spotlight 60 Sponsor Week ] 7 Week in Washington 13 SPONSOR K Combined with TV, U.S. Radio, FM® is published weekly by Moore Publishing Company, a subsidiary of Ojibway Press, Inc. PUBLISHING, EDITORIAL AND ADVERTISING HEADQUARTERS: 25 West 45th St., New York, N. Y. 10036. Area Code 212 581-4200. CIRCULATION, ACCOUNTING AND DATA PROCESSING HEADQUARTERS: Ojibway Building, Duluth, Minn. 55802. Area Code 218 727-8511. CHICAGO OFFICE: 221 North LaSalle St., Chicago, III. 60601. Area Code 312 CE 6-1600. LOS ANGELES OFFICE: 1655 Beverly Blvd., Los Angeles, Calif. 90026. Area Code 213 628-8556. ST. PETERSBURG OFFICE: 6592 North 19th Way, St. Petersburg, Fla. 33702. Area Code 813 525-0553. SUBSCRIPTIONS: U.S., its posses- sions and Canada $5 a year; $8 for two years. All other countries, $11 per year. Single copies, 40c. For subscription information write SPONSOR, Subscription Service Department, Ojibway Building, Duluth, Minnesota 55802. Second class postage at Duluth, Minnesota. Copyright 1964 by Moore Publishing Co., Inc. DEPARTMENTS Calendar 64 Changing Scene 52 Commercial Critique 63 Friday at Five 3 Letters 12 EDITORIAL Editor Sam Elber Feature Editor Charles Sinclair News Editor William S. Brov/er, Jr. Special Projects Editor Ben Bodec Managing Editor Don Hedman Senior Editor William Ruchti Associate Editors Barbara Love Melvin J. Silverberg Gayle Hendrickson Editorial Assistant Patricia Haiiiwell Contributing Editor Dr. John R. Thayer Washington News Bureau Mildred Hall Field Editors Ernest Blum (East) John Bailey (Midwest) Production Editor Emily Beverley Regional Correspondents James A. Weber (Chicago) Sheila Harris (San Francisco) Frank P. Model (Boston) Lou Douthat (Cincinnati) Margaret Cowan (London) SALES New York Gardner Phinney Chicago Jerry Whittlesey Los Angeles Boyd Garrigan St. Petersburg William Brown Advertising Production Louise Ambros ADMINISTRATION Editorial Director Ben Marsh Production Director Harry Ramaley Circulation Director Joe Wolking Data Processing Manager John Kessler Circulation Promotion Gerhard Schmidt SPONSOR J i L\ for ,5'«Si Only Sheraton gives you the Hawaii of your dreams Sheraton is the real Waikiki — with four great hotels right at the beach, including the queen of all resort hotels, the Royal Hawaiian. When you stay at one Sheraton at Wail