Digitized by the Internet Archive in 2013 i i N }-C 20036 UBRARY http://archive.org/details/sponsor164053spon *•/ no %<«?? SPONSOR MORE DOLLARS FOR SMALL TV MARKETS p- 29 THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE Why se,lers of life insurance 1 OCTOBER 1962— 40c a copy / $8 a year need radio p. 39 UNITED STATES ^P^^ is history as it Feel the impact of history as it's made. No other medium has such power to move people. U.N. coverage is only one way TV accepts its responsibilities in helping us to a better understanding of the world we live in. These stations are proud to be part of Television's presentation of history in the making. "^l KOB-TV Albuquerque WSB-TV Atlanta KERO-TV Bakersfield WBAL-TV Baltimore WGR-TV Buffalo WGN-TV Chicago WFAA-TV Dallas KDAL-TV Duluth-Superior WNEM-TV Flint-Bay City KPRC-TV Houston WDAF-TV Kansas City KARK-TV Little Rock KCOP Los Angeles WISN-TV Milwaukee KSTP-TV ...Minneapolis-St. Paul WSM-TV Nashville WVUE New Orleans WTAR-TV. Norfolk-Newport News KWTV Oklahoma City KMTV Omaha KPTV Portland, Ore. WJAR-TV Providence \fc WTVD Raleigh-Durham WROC-TV Rochester KCRA-TV Sacramento KUTV Salt Lake City WOAI-TV San Antonio KFMB-TV San Diego )r\ O 1T\ r\ 0 pj C WNEP-TV. .Scranton-Wilkes Barre lUp^^l I sJ KREM-TV Spokane WTHI-TV Terre Haute KV00-TV Tulsa UNITED KINGDOM r/ci itton Division Edward Petry & Co., Inc. The Original Station Rrprtsentatn r NEW YORK • CHICAGO • ATLANTA • BOSTON • DALLAS • DETROIT • LOS ANGELES • SAN FRANCISCO • ST. LOUIS MORE KANSANS VIEW KTVH THAN ANY OTHER KANSAS TV* KANSAS IS A MARKET INDUSTRY AGRICULTURE CATTLE Diversified economy brings stability to the rich Central Kansas market with an esti- mated $1,500,000,000 effective buying power . . . more than 290,000 TV families, all within the BIG COVERAGE of KTVH. And most important - these 290,000 families are Kansas families, viewing TV programmed for Kansans. KTVH dominates the hub of this rich Central Kansas area - WICHITA, HUTCHINSON, plus coverage over 13 other important communities with 100% unduplicated CBS programming. To sell Kansas . . . buy KTVH ! KTVH THE WICHITA- HUTCHINSON STATION * Nielsen, February 1961 BLAIR TELEVISION ASSOCIATES National Representatives KANSAS tttl /I II III 1 COVERAGE 0 When you catch more homes, more people in the most crowded television market in the country, you've done something. You'll find the sales dollars in the "must buy" Providence market lured best by the showmanship and penetration of WJAR-TV ... a good catch, too. ARB TV Homes WJJ^M-TW NBC • ABC REPRESENTED BY EDWARD PETRY & CO. INC OUTLET COMPANY STATIONS IN PROVIDENCE - WJAR-TV, FIRST TELE VISION STATION IN RHODE ISLAND - WJAR RADIO N ITS 40th YEAR SPONSOR/ 1 October 1962 'SPONSOR 1 OCTOBER 1962 Vol. l£ No. 40 SPONSOR-WEEK / News p. 11 i. 11, 12 / Advertisers p. 58 / Agencies p. 59 / Tv Stations p. 60 / Equipment 61 / FM p. 61 .us |j. 61 / Networks p. 62 / Representatives p. 62 Film p. 62 / Station transactions p Top of the News p. 11, 12 / Adve Associations p. 60 / Tv Stations p. uu / i_^ Radio stations p. 61 / Networks p. 62 / Representatives p - 64 / Public Service p. 64 59 / / / SPONSOR-SCOPE / Behind the news P. 19 SPONSOR BACKSTAGE / Tape showings P. 24 KEY STORIES PLATOON SYSTEM! KELO-PLAN RADIO is a powerful, new method of massive saturation. KELO- LAND'S entire platoon of air-wise salesmen back up your commercials — we even call our tv boys off the bench to give you added mike power. KELO-PLAN RADIO gives you machine- gun coverage across the clock. Driving times in droves. Plus other peak periods too! Let KELO- PLAN RADIO prove to you how dynamic, and how thor- ough, radio selling can real- ly be. NBC KELO 13,600 WATTS RADIATED POWER Sioux Falls, S.D., and all Kelo-land JOE FLOYD, President Jim Molohon, Mgr.; Evans Nord, Cen. Mgr. Represented nationally by H-R In Minneapolis by Wayne Evans & Associates ■.'//»!**■ Midcontinent Broadcasting Group KELO-LAND/tv and radio Sioux Falls, S.D.; WLOL/am, fm Minneapolis-St. Paul; WKOW/am and tv Madison, Wis.; KSO radio Des Moines MORE TV $ FOR SMALLER MARKETS / Most national tv spot dollars still go into the top 25 markets, but some smaller markets are attracting advertisers with creative sales pitches. p_ 29 Y&R COMPUTER FACES REAL LIFE / Agency unveils its High Assay Media Model. Computer system outsteps linear programing with new decision-making functions. p# 32 OUTLOOK FOR THE RE-CHRISTENED IRTS / Re christened society's '62-'63 projects will include the establishment of a foundation and will feature additional services. p. 33 NET AND SPOT TV BUYS RISE 15.2% / Latest TvB report shows cosmetics and drugs led increase in tv advertising for first half of 1962. Net spot sum reaches $759 million. p_ 35 HOW MOTOROLA CHANGED ITS IMAGE / Sponsoring tv specials aided Motorola in changing the public image of its tv and stereo. Result was record sales months. p_ 37 INSURANCE: WHY RADIO CAN HELP / Life insurance industry faces a plateau problem: fierce sales competition exists and "quality-trust- protection" is wearing thin. p. 39 SPOT SCOPE / Developments in tv /radio spot P. 67 TIMEBUYER'S CORNER / Inside the agencies P. 47 WASHINGTON WEEK / FCC, FTC and Congress P. 55 SPONSOR HEARS / Trade trends and talk P. 56 DEPARTMENTS 555 Fifth P- 6 / 4-Week Calendar p. G / Radio/Tv Newsmakers p. 63 / Buyer's Viewpoint p. 66 (5) 1962 SPONSOR Publications Inc. SPONSOR PUBLICATIONS INC. Combined with TV ®, U. S. Radio ®, USFM ®. Executive, -% % Editorial Circulation, and Advertising Offices: 555 Fifth Ave., New York 17. 212 MTJrray Hill ,'o7-8080 Chicago Office: 612 N. Michigan Ave.. 312-664-1166. Birmingham Office: 3617 Eighth Ave. !•) So 205 3*>2-6528 San Francisco Office: 601 California Ave.. Room 1106, 415 Yukon 1-8913. /0*Los' Angeles phone 213-164-8089. Printing Office: 3110 Elm Ave., Baltimore 11, M>1. Subscriptions: V. S. $8 a year. Canada $9 a year. Other countries $11 a year. Single copies 40c. Trinted TXS.A. Published weekly. Second class postage paid at Baltimore, Md. SPONSOR/ 1 October 1962 i hi Debbie Drake >/« Off 2nd SERIES OF 130 NEW 15 -MINUTE EPISODES ALREADY SOLD T0- WTIC, Hartford WTMJ, Milwaukee WLW-A, Atlanta KMSP. Minneapolis WSJS, Winston-Salem WALB, Albany KTEN, Ada WSOC, Charlotte WHDH, Boston WJHG, Panama City WHBF, Rock Island WMAZ, Macon KLBK, Lubbock WEAL W. Palm Beach — and others 1st SERIES SOLD IN 106 MARKETS. NOW 260 EPISODES IN SYNDICATION. 527 MADISON AVENUE NEW YORK 22, N. Y. PLaza 5-4811 BANNER/ FILMS, INC Charles McGregor President SPONSOR 1 October 1962 '555/ FIFTH Letters to the Editor SILVERNAIL TO VERMONT We're making our retirement very, very final ... by deserting the metropolis and resettling in a New England village come 1 October. I'd hate to have it so final that I wouldn't continue to get sponsor. Would you see that the records be changed to show me as located at 110 Adams St., Bennington, Ver- mont? And, by the way, who wrote the highly intelligent article in the 6 August issue entitled "The Buyer's Changing Role"? From the men- tion of Linnea Nelson, Carlos Franco, Beth Black and myself, the author must be a contemporary. —FRANK SILVERNAIL, Bennington, Vt. MARKETING AID Congratulations on the tv timebuy- er's market guide — a very valuable marketing aid. Please send and bill us for three more copies as soon as possible — THOMAS P. MAGUIRE, v.p., media director, Maxon Inc., New York. FABULOUS FALL FASHION Congratulations on sponsor's Fab- ulous Fall Fashion. The new type faces ... the new layouts . . . the crisper style and approach all add to sponsor's effectiveness. One factor that makes the broad- casting media great is their show- manship, sponsor's new format re- flects this modern, quick way to communicate.— JOHN F. HURLBUT, presi- dent gen. manager, WVMC, Mt. Carmel, III. The job which your staff has done in giving sponsor a new look, a modern freshness, and added sub- stance deserves cheers from our in- dustry. The 10 September unveil- ing was a pleasure to behold, and the 17 September follow-up proved to be an even more eye-appealing version of the new format. You have revamped in the right direction without losing any of sponsor's established character or purpose in the process. Congratu- lations and continued success. — ROB- ERT L. HUTTON, JR., vice president, Edward Petry, New York. SOFT-DRINK WAR I read your article entitled, "Home- Town Tv and the Soft-Drink War," in the 10 September issue of your fine magazine. I have found it to be a very intelligent presentation of the facts. The point of the story, we believe, deals a sickening blow to those who play the numbers racket. May I take this opportunity to thank you for writing and featur- ing the article which should hold considerable interest for the indus- try.—MARVIN REUBEN, general manager, WDAM, Hattiesburg, Miss. AIRLINES AND RADIO Congratulations on sponsor maga- zine for 10 September. We think the style and the content are ex- tremely well handled. We particularly like the style of the article, "Airlines: Why Spot Ra- dio Can Help," (10 September) and the implication that there will be a continuing series of similar articles. We like it because we think it gives to stations in the field, the same kind of material that is being fed to agencies in New York and elsewhere. We have al- ready delivered this article to the leading airline managers in our community, and found them in- tensely interested in it. It appears to us this is a highly effective way to increase the potential results of major sales efforts made by many of the organizations in the nation- al field, working in these areas. — RICHARD M. BROWN, president, KP0J, Port- land, Ore. CORRECTION In your tv timebuyers' market guide, please note the following corrections for KWEX-TV which is listed under the San Antonio, Texas market: Henry Gutierrez, operations manager; Spanish Inter- national Network Sales, rep firm — EMILIO NICOLAS, general manager, KWEX-TV, San Antonio. - '!■: mm , .:ir ,,im: ,i!_ .i,:1...,!!: .iiiu:...,i- ..n nil- i,n ,;ii;. in i; 'ih.. 'ii. mi;, 'li.. rin. ii mi, ;:in. 'h "h, n, in,, i, n, ■ m, .'ii. ■!. ^_ ! T4-WEEK CALENDAR I OCTOBER Advertising Research Foundation eighth annual conference: 2, Hotel Commo- dore, New York. National Federation of Advertising Agen- cies central regional meeting: 5-7, Ex- ecutive House, Chicago; eastern re- gional meeting, 12-14, Traylor Hotel, Allentown, Pa. Advertising Federation of America third district meeting, 11-13, Hotel Colum- bia, Columbia, S. C; seventh district meeting, 14-16, Hermitage, Nashville, Tenn. RAB regional management conferences: 1-2, Glenwood Manor, Overland Park, Kansas 4-5, Western Hills Ho- tel, Fort Worth, Texas. Advertising Research Foundation eighth annual conference: 2, Hotel Commo- dore, New York. National Association of Broadcasters fall conferences: 15-16, Dinkier-Plaza Ho- tel, Atlanta, Georgia; 18-19, Biltmore Hotel, New York; 22-23, Edgewater Beach Hotel, Chicago; 25-26, Statler- Hilton, Washington, D. C. American Association of Advertising Agen- cies central regional meeting; 17-18, Hotel Ambassador West, Chicago; 20-25 western region convention, Hil- ton Hawaiian Village, Honolulu, Ha- waii Mutual Advertising Agency Network hnal meeting for 1962: 18-20, Palmer House, Chicago. National Educational Tv & Radio Center fall meeting of station managers of affiliated tv stations: 18-20, Park- Sheraton, New York. National Assn. of Educational Broad- casters 1962 annual convention: 21- 25, Hotel Benjamin Franklin, Phila- delphia Broadcasters' Promotion Association an- nual convention: 28-30, Holiday Inn Central, Dallas. International Radio and Television Society time buying and selling seminar: be- gins 30, CBS Radio, New York. lllllllllllllll!l!llllll!lllllllllll!!ll!lll!l!lll!ll!l!llll!llllill!lll!llllll!ll!li;il! Ullllilllllllllillll IIIIIIEIIIIIIIillllllllllllllli IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIM SPONSOR/ 1 October 1962 announcing Arkansas' only 50,000 watt radio station effective immediately kaay, the only 24 -hour tittle noch radio station, proudly appoints u-it Representatives, inc. as exclusive national representative. an H-n uni/plan station SPONSOR 1 October 1962 The Story of The PGW Colonel. ..A Best Seller For More Than 30 Years ON THE GO! HE KNOWS THE OTHER SIDE OF THE DESK PGW Television Colonels worked for advertising agencies for 70 years before they joined us. Our Radio Colonels put in nearly half a century with companies that market goods and services. Altogether, we have been on the other side of the ad- vertising desk for 173 years. They were very productive years for many of us. Because of them, the PGW Colonel is very much at home with advertisers . . . and advertisers are at home to the Colonel. That's why the Colonel is always on the go! P ETERS, G RIFFIN, WOODWARD, inc. Pioneer Station Representatives Since 1932 NEW YORK ATLANTA DETROIT FT. WORTH MINNEAPOLIS LOS ANGELES CHICAGO BOSTON ST. LOUIS DALLAS PHILADELPHIA SAN FRANCISCO - ^ 1SL ^ o outstanding THERE IS ALWAYS A LEADER, and WGAL-TV in its coverage area is pre-eminent. This Channel 8 station reaches not one community, but hundreds— including four important metropolitan markets. Channel 8 delivers the greatest share of audience throughout its wide coverage area. For effective sales results, buy WGAL-TV— the one station that is outstanding. WGAL-TV Lancaster, Pa. Representative: The MEEKER Company, Inc. • New York NBC and CBS 10 STEINMAN STATION Clair Mc Co I lough, Pres. Chicago • Los Angeles • San Francisco SPONSOR/ 1 October 1962 'SPONSOR-WEEK Top of the news in tv/radio advertising 1 October 1962 BAR JUNKS IDEA OF MONITORING TV CODE COMPLIANCE BAR advised the trade it has given up the idea of putting out a regular monthly bulletin designed to measure tv station compliance with the NAB code. Reason it gave: it's not in the business of code interpretation and that anyway there was no uniformity among tv stations in their interpretation and application of the code. TV CAMERAS CRACK ESTES COURT Electronic journalism made history in Tyler, Texas, last week when WFAA- TV, Dallas, gained admission to the Smith County courthouse where national attention is focused on the trial of Billie Sol Estes. Judge Otis I . Dunagan ruled the cameras be admitted in the interests of avoiding "discrimination be- tween the news media." ABC RADIO SETTING UP OWN NEW ENGLAND NETWORK Thirty-two years after the founding of the Yankee Network, ABC Radio pres- ident Robert R. Pauley is going back to New England to link together a re- gional network. Pauley says that 35 stations in that area have requested such service. What city is to have the key outlet is yet to be decided. Noted Pauley: our Radio West has done so well that we're looking into the possibility of sev- eral other regionals. BBDO EXPLAINS NEW COMPUTER'S OPERATIONAL AREA While YKrR was ballyhooing the decision-making marvels of its IBM 1020 (see pages 20 and 32) , BBDO took the wraps off its Honeywell 400 com- puter and tagged its new program SI MAD — a System for the Integral ion of Marketing and Advertising Data. The Honeywell handles the matching <>l market profiles with media profiles on the linear programing principle and later, the bookkeeping aspects, like producing contracts and media insertion orders, issuing checks to media and invoices to clients. It makes no claim to decision making on media selection. FTC CLAMPS DOWN ON RYBUTOL CLAIMS Erstwhile Hefty tv advertiser, Lanolin Plus' Rvbutol. has conic under FTC buyer for misrepresentation. The commission specifically cited long-standing claims that the vitamin-mineral product is beneficial in treating tiredness, loss of a sense of well-being, loss of happiness, and feeling older than ones age. The order comes at a time of general Government lightening tip on drug regulations. NATIONAL TV SPOT SNUBS SMALL MARKETS An analysis on the TvB-Rorabaugh Report on Spot Tv Advertising for the second quarter of the year indicates that only about ;V'( ol all national spot tv goes into 100 or more markets: better than 7<>( ', goes into market lists ol 25 and less. (For story, see j>. 29.) SPONSOR 1 OCTOBER 1962 'SPONSOR-WEEK Top of the news in tv/radio advertising (continued) ABC RADIO REPRESENTATIVES MAKES ITS DEBUT The ABC Radio o&o group has wrapped up its executive needs for the group's entry into national sales representation. The top men by cities: Tony Rocco in New York; Don Carroll in Chicago and John Paley in Los Angeles. The initial outside client for the new setup, which will be known as ABC Radio Representatives, is the ABC regional, Regional West, in 1 1 western states and composed of 1 16 stations. FIRST HALF TV CAR BILLINGS JUMP 25.3% January-June tv billings for cars were 28,899,875 compared with $23,071,620 for the first 1961 half, according to TvB. Spot tv paced the gain, hitting $9,- 991,000 from just over $6 million last year and network billings rose some $2 million to $18,908,875. AVERY-KNODEL REALIGNS EXECUTIVE SETUP J. W. Knodel, who as the new president of Avery-Knodel has switched his quarters from Chicago to New York, this week disclosed his reshuffling of executive personnel and expansion plans. Among the changes: Donald F. McCarty becomes radio division sales manager in New York; Tom White and Philip Schloeder. Jr., retire as executive v. p. and secretary-treasurer, respec- tively, but continue as consultants; F. Robert Kalthoff replaces Raymond M. Neihengen as tv sales manager in Chicago; Gale Blocki, Jr., joins Chicago ra- dio sales, coming from Metromedia. As of 1 November the company will have an office in St. Louis also. WNDT, N.Y., CROSSES AFTRA PICKET LINE Educational tv got underway in New York 25 September when WNDT en- gineers crossed a 10-day-long picket line for the striking AFTRA. The long- delayed start of regular programing by the station followed a union agreement to drop its insistence on including as "hosts" non-professional performers such as professors and physicians. AFTRA has also agreed to a six-months morato- rium on the outside-New York release of WNDT telecasts to be followed by a vote on union affiliation by all station personnel who appear on the air. FCC GRANTS CH. 5 TO BOSTON HERALD After two years of looking into charges of improper influence in license dis- position, the FCC has voted four to one to allow original licensee, the Boston Herald-Traveler, to retain that city's channel 5, WHDH. Last week's decision, which granted the Herald a four-month license, was based on the FCC opinion that the other original applicants for the channel (Massachusetts Bay Tele- casters and The Greater Boston Television Corp.) were guilty of equal or greater flaws. WINS BREAKS PRECEDENT: BACKS WMCA BRIEF Hands were extended across the hotly competitive New York air waves last week. WINS, in on-the-air editorials, urged support of the 16-month-long campaign for reapportionment of the New York State Legislature waged by competitor WMCA. WINS general manager Mark Olds sent letters to all other radio stations in the area soliciting their support on the issue. 12 SPONSOR/ 1 October 1962 SPONSOR C ATION NOW AUDITED -tEO .#. Member of the Audit Bureau of Circulation SPONSOR THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE 'SPONSOR-WEEK Top of the news In tv/radio advertising (continued) Ml NOW POKES AT NETWORKS RE KID SHOW SCHEDULING FCC chairman Newton Minow twitted ABC TV and CBS TV by implica- tion before the IRTS for scheduling their youngster news programs against each other Saturday afternoons. Cracked Minow: the networks must be figur- ing on "that minority group of children who have two tv sets in their play- rooms— and who are bifocal.'" BALTIMORE: A RENAISSANCE OF BROADCAST FACILITIES WBAL (AM-FM & TV) formally dedicated its new $2 million Broadcast Center in Baltimore 26 September. Top brass from Hearst, NBC, and both local and out-of-state dignitaries were on hand for the event. The Chesapeake Bay city has also witnessed in recent months modernizations by WMAR and WJZ. A NA LOBBIES FOR SHORT AD DRUG CLAUSE The ANA is waging an extensive campaign to round up support for a clause to be included in current Congressional action on the regulation of prescrip- tion drugs. Bills passed in the Senate and originally proposed in the House state that ads for these drugs would have to include a full disclosure of all properties, including harmful side-effects of the product. ANA, alarmed over the precedent this might establish for other products, and pointing to its im- practicability in small space advertising, has proposed an added clause which would exempt ads from the "full-disclosure provision'' provided all data was available to physicians and the ads so stated. WRITERS GUILD VOTES TO STRIKE STORER An unresolved contract dispute, which began back in the spring, has prompted the Writers Guild of America, East, to authorize a strike against Storer Radio, Inc. involving WHN, New York. Central figures in the controversy are five of the Guild's members now employed at the station as newswriters and major bone of contention is the minimum weekly wage. The Guild says it should be $155 and Storer, $75. No date has been set for the strike action. NAB CODE OKAYS 156 TOY COMMERCIALS The object of much industry and public criticism the past few years, tv toy commercials have been getting a thorough going over by the NAB Code Au- thority this fall. So far, 156 commercials for games and toys produced by 22 companies for the Christmas season have gotten a green light from the Code. FTC SETS CONFAB ON CO-OP ADVERTISING The FTC has granted requests by the American Retail Federation, the Na- tional Retail Merchants Association and others for a conference on coopera- tive advertising. The place is the FTC Building, Washington, D.C. The time: 17 October, 10 A.M. SPONSOR-WEEK continued on page 58 14 SPONSOR 1 oc:tober 1962 TAKE STOCK OF CLEVELAND Your survey will show.- WHK RADIO ranks as Number One with the listening public* WHK RADIO commands 50% of local Radio investments in a competitive 8-station market. Need further documentation? Paul Farmer, General Manager,Goodbody & Company (stocks and bonds)... an exclusive WHK RADIO advertiser. . . reports." Local radio directed to a mass audience is an excellent medium for advertising in our business. We are pleased with both the size and quality ofWHK's audience." Want your campaign to end on a happy note? Add WHK to your Cleveland portfolio. METROPOLITAN BROADCASTING RADIO REPRESENTED BY METRO BROADCAST SALES JACK THAYER, V. P. & GENERAL MANAGER 7 jgggj ggmn Y, 1 'Itev Jon-Mor I960- Apr- June 1962 se. Mar 1960- May-June 1962 ■■ m * * warn WKKKKKKk (Wmtl c€o\ TVB and with L\A-BAR and Rorabaugh as the sources, is as follows: Procter & Gamble $56,829,275 Kellogg $9,242,117 Lever Bros. 23,872.168 Philip Morris 8,798,015 Colgate 23,472,454 Miles Labs 8.722.3!::; General Foods 21,355.122 Liggett & Myers 8.291.794 Amer. Home Products 20,793.72 1 Corn Products 8,072,670 Bristol-Myers 16,343,409 Campbell Soup 7,325,991 R. J. Reynolds 13,565,340 William Wrigley 7,204,000 Lorillard 13,175,069 Brown & Williamson 7.110.032 Alberto-Culver 10.910.462 Beech-Nut 6.801. :,22 General Mills 10,094,439 American Tobacco 6,636,557 Gillette 9,980,990 Sterling Drugs 6.510.618 Coca-Cola Bottlers 9,455,323 Standard Brands 6,184,853 Here are those whose gross expenditures for time were over $5 million: National Dairy $5,933,098 Warner-Lambert 397,961 National Biscuit 5,922,339 S. C. Johnson 5,288,914 J. B. Williams 5,733.979 Scott Paper 5,265,399 The Discovery series has. been divorced by ABC T\ as a participation combi- nation wi.h American Newsstand. Under the previous arrangement advertisers could rotate in both strips, but now the buy is to be made in each separately. Post Cereals (B&B) last week picked up three weekly commercial minutes in Discovery, leaving only three of the available 25 minutes unsold. Discovery runs 25 minutes per day and Newsstand, five minutes. Judging from random ratings, football this fall is on the way to setting view- ing records for the tv networks. The National Football League la>t year started off with an average Arbitron of 13.2. This time the average rating came out 14.5. For the parallel period the NCAA opener jumped average-wise from 5.0 to 6.4. NBC TV has put a package tag of 3750,000 on its four-shot Communist docu- mentary series. The group will consist of three one-hour shows and one 90-minute telecast, or a total of 27 commercial minutes, which would bring the whole thing in at $28,000 a minute. SPONSOR 1 OCTOBER 19 ^SPONSOR-SCOPE Continued Fletcher Richards, Calkins & Holden wants it known that all units of the U. S. Rubber Co. other than the tire division (Ayer) are still there. In addition to the Keds, the U. S. Rubber divisions at FRC&H are consumer and in- dustrial products, Maugatuck Chemicals, and the textile and international divisions. The agency has bought heavily into ABC TV (news and nighttime programing) in behalf of this client. Liggett & Myers (JWT) would consider it a favor if CBS TV would let it out of its commitment on Fair Exchange. The wish has nothing to do with the quality of the show. It's merely this: the com- mitment's only for 13 weeks and since the network's been able to clear only 74 of the top 100 markets the advertiser figures it might as well switch to something which would make available these missing markets and serve as a continuing ve- hicle for its commercials. L&M's bid for release inspired a groundless rumor along Madison Avenue that it was in retaliation for the CBS Reports chapter on cancer and smoking. What cigarette advertisers did object to, and strenuously, was the unauthorized use of their commercials in the documentary. Look for Ballanline (Esty) to reshuffle its advertising allocations after it finds a buyer for half of its two-thirds share of the New York Yankees broadcast. The cutback here will amount to about $1 million, with the money going toward providing the brewer with greater flexibility in the use of air media. Incidentally, it's been one of the worst summer seasons that the beer industry has experienced in the east in a number of years because of the abnormal cool weather. The same applies to the pop bottlers. A case in point: For the first time in 58 years Massachusetts didn't have a day over 90 degrees in August. Cigarette marketers estimate that distribution of the product is headed for a 3-3.5% increase for the year. The consensus among them is that R. J. Reynolds will once again top the others in both sales and gains, with American Tobacco and Lorillard pretty nip and tuck in respect to second place percentage of increase. A rather unusual aspect of the sponsorship of the revived Leave It to the Girls strip on WNBC-TV, New York, is the inclusion of all three soap giants, namely P&G, Lever and Colgate. The linking up of two of these advertisers on a single program series is an arrange- ment that has prevailed in daytime network tv the past two seasons at least, but this is the first time that the trio has bought into the same vehicle. The show's on syndication. The passage of the trade bill now before Congress may eventually have some significance for the American spot tv business. It might induce foreign manufacturers to latch on to the medium as a tool for competing with American counterparts. A leading rep has already anticipated this possibility. One of his sales executives is taking time out from his current vacation jaunt around Europe to talk to possible prospects. 22 SPONSOR/ 1 October 1962 '/ In Indianapolis, the SOUNDS OF THE Cltf keep people listening with both ears! A dramatic broadcast from the scene of a fire . . . the voice of a policeman making an arrest ... a schoolboy telling why he plans to be an astronaut. Local people . . . making news . . . reporting it . . . react- ing to it. These are the "Sounds of the City" that keep the people of Indianapolis attuned — and tuned — to WFBM Radio. That's one point for WFBM. Here's another: WFBM music is pointedly programmed to adult tastes . . . calculated to please the people who do the real buying in Indianapolis. In short, WFBM reaches an uncommonly attentive, pre- dominandy adult audience . . . provides your best oppor- tunity to address the town fathers — and mothers — with your advertising message. Ask your KATZ man! WFBM RADIO 1260 INDIANAPOLIS TIME-LIFE BROADCAST INC. Represented Nationally by the KATZ Agency SPONSOR l OCTOBER l%2 23 THE ROAD TO MARKET MUST PASS MAIN STREET To reach Main Street, U.S.A., turn at Mutual. Main Street, U.S.A. is the big "buy-way"— the street that sells through local radio. Mutual owns Main Street, U.S.A. lock, stock and big town— with 453 local affiliates everywhere. If you want to sell where the buying is biggest, check the signpost, turn at Mu- tual. LANDMARK: Mutual delivers 97 of the top 100 Main Streets in America. Mutual Radio 1 3M A Service to Independent Stations 'SPONSOR BACKSTAGE by Joe Csida Kickbacks on the new season kickofff A television observer, trying to gauge program- ing developments this new 1962-1963 season, is hard-pressed to do so without resorting to special- ly-run tape showings. Take Wednesday (19 Sep- tember) night, for example. At 7:30 on that evening NBC was presenting the premiere per- formance of the first ninety-minute western series, The Virginian. CBS was showing a filmed docu- mentary in its CBS Reports series on the poten- tially explosive theme "The Teen Age Smoker." And ABC was kick ing off its first episode of Wagon Train, which, of course, had shiftel from a successful season on NBC. On the theory that CBS Reports could be counted upon to do its usual thorough and objective job on its subject, and therefore, the content of its "Teen Age Smoker" report was somewhat predictable, and on the further theory that whether on ABC or NBC, Wagon Train would still be substantially Wagon Train, I tuned in the virtually motion picture-length The Virginian. Lee Cobb, who plays a judge in the town of Medicine Bow, and is one of the regulars in the series, has been quoted by newspaper writers as thinking poorly of the show. The gun backfired On nothing more than the viewing of its premiere I think Mr. Cobb may have something. The obvious effort on the part of The Virginian's producers, director, writers, et al was to come up with a western unlike any western previously presented on television. (This presumably to justify the ninety minute length.) The de- vices used to achieve this were to affect a writing style much like that of undeveloped Irish poets; to use a directorial touch which (when combined with the aforesaid material) resulted in having such ex- cellent actors as Colleen Dewhurst and Hugh O'Brian frequently come off revoltingly precious and nauseatingly pixieish. Anyone who saw Miss Dewhurst in Tad Mosel's Pulitizer Prize winning play "All the Way Home" will readily recognize what a feat of writing and direction this would be. Another technique for making The Virginian quite a far six-shot from other westerns apparently is to use almost no make-up on the players. This is particularly noticeable, of course, in the case of the female players, and it does add a touch of realism. But the most important departure of all is one which baffles this viewer. This is apparently a concept in which the regulars on the show actually have very little to do. This first episode in the season's series, fon instance, was 99% written for and about guest stars Dewhurst and O'Brian, while James Drury in the title part, Lee Cobb as the Judge and owner of the ranch on which Drury is foreman and other regu- lars played oddly insignificant roles. True, the Virginian talked (Please turn to page 50) 24 SPONSOR/ 1 October 1962 MAN IN THE GRAY FLANNEL SUIT Gregory Peck, Jennifer Jones, Frederic March THE REVOLT OF MAMIE STOVER Jane Russell, Richard Egan, Joan Leslie THE OLD MAN AND THE SEA Spencer Tracy in Ernest Hemingway's Pulitzer Prize Novel. SAYONARA Marlon Brando, Red Buttons, James Garner Drama from 20th Century Fox in: THE GIFT OF LOVE-starring Lauren Bacall, Robert Stack, and Evelyn Rudie DON'T BOTHER TO KNOCK-starring Marilyn Monroe, Richard Widmark, and Anne Bancroft BIGGER THAN LIFE-starring James Mason, Barbara Rush, and Walter Matthau Drama from Warner Bros, in: A FACE IN THE CROWD-starring Andy Griffith, Lee Remick, and Anthony Franciosa MIRACLE IN THE RAIN-starring Jane Wyman, Van Johnson, and Peggie Castle HELEN OF TROY-starring Rossana Podesta, Brigitte Bardot, and Jack Sernas AND . . . SUSPENSE . . . COMEDY . . . SCIENCE FICTION . . . BROADWAY . . . ACTION ... Seven Arts Volumes 4 & 5 have everything-everything to please your audiences- top stars— top stories-top directors— they're all in Seven Arts' "Films of the 50's" "Money Makers of the 60's" Volumes 4 & 5 now available from Seven Arts. SEVEN ARTS ASSOCIATED CORP. A SUBSIDIARY OF SEVEN ARTS PRODUCTIONS. LTD. NEW YORK: 270 Park Avenue YUkon 6 1717 CHICAGO: 8922 D N. La Crosse (P.O. Bo« 613). Skokie. III. ORchard t 5105 DALLAS: 5541 Charlestown Drive ADams 9 2855 LOS ANGELES: 3562 Royal Woods Drive STate 8-8276 TORONTO, ONTARIO: 11 Adelaide St. West • EMpire 4-7193 For list of TV stations programming Seven Arts' "Films of the 50's" see Third Cover SRDS (Spot TV Rates and Data) Individual feature prices upon request What's in volumes 4 and 5 of Seven Arts' "Films of the 50's"? 26 SPONSOR/ 1 October 196! "ONCE [THIS] CROSSING IS COMPLETED. NORFOLK-NEWPORT NEWS THE EXPERTS SAY, WILL BURST INTO MILLIONS AND BECOME THE SOUTH'S LEADING MARKET." Newsweek Magazine This new 17M-mile, $200 million Chesapeake Bay Bridge-Tunnel will give Norfolk-Newport News industry a rapid transit highway to the great Atlantic Urban Region— and also will make this area even more attractive to new industry. Also it will provide a direct link between the great industrial centers of the nation and the greatest natural harbor in the world— Hampton Roads. With 1,200 men on the job, and construction more than half done, already the effect is tremendous. And this is happening to an area that already was booming— growing at 234 times the national rate for the past decade ! lb □ ABC -13 What a place to put a TV dollar— Virginia's Tidewater Metropolis! Nearly a million people and only three TV signals. SPONSOR/ 1 OCTOBER 1962 nnouncmg a major expansion in the national representative field. the merger of VENARD, RINTOUL & McCONNELL, INC. and TORBET, ALLEN & CRANE, INC. into... Venard, Torbet & McConnell, Inc COMPANY OWNED AND OPERATED OFFICES: NEW YORK • CHICAGO • DETROIT • DALLAS ■ SAN FRANCISCO • LOS ANGELES 28 SPONSOR/ 1 October 1962 1 OCTOBER 1962 NO. BRANDS SIZE OF STATION LIST (76-266 stations; 8%) (51-75 stations; 6%) (26-50 stations; 13%) (20-25 stations; 6%) (10-19 stations; 16%) National spot dollars rarely reach low market stations (3-9 stations; 50%) 1375 TOTAL (3-266 stations; 100%) This analysis of the 2nd-quarter TvB-Rorabaugh report ignored 2253 brands as local; tabbed 1373 brands using at least three stations in two states. Each brand equals one station list. The longer the list the more markets and the more stations in the higher ranked markets. Only (il brands used more than 10(1 stations More tv $ for smaller markets? ► Smaller tv markets want major ad dollars ► They can be had but don't come easy ► Few brands use more than 75 stations ► Short lists get most of the long green N othing bugs a tv station man- ager, in most markets below the top twenty-five, more than his yen for the lovely, luscious, and lucrative dollars of the national spot advertiser. So intense is his desire, and often his need, for na- tional spot billing (in some mar- kets that national advertiser dollar can be the difference between red and black ink) , that many an otherwise astute operator spends more time singing "The M.ijoi Dollar, Minor Market Blues'' than he does in putting together a crea- tive selling pitch. Small market problem. Putting together such a pitch is not easy, and making it work is no cinch, either, as any station rep will agree. To quote more than one rep, "Get- ting national dollars into a lesser market is a backbreaking job. It's a long hard fight For thai dollar but it can be done." And more than one agenc) time- buyer and media man has said. "II the) have a good market and can find a distinctive peg on which to hang a pitch and get their stoiy across, they can help themselves ai the national level. The trouble is that too man) stations look, lor the national dollar before they've built their local and regional acceptance and revenue." What man) veteran agency, rep, .ind station men also agree on is: "Most lessei market stations don'i attempt to understand how na- tional dollars are allocated. I lu \ rarel) look beyond their own en- virons. All the\ know is that na- SPONSOR 1 October 1962 29 tional spot billing is up 18% for the first half of 1962 and they want their national advertising billing to increase 18%. Economics of tv spot. "They don't realize that only about 5% of all national spot goes into 100 or more markets; that better than 70% goes into market lists of 25 and less because that's where we reach most of the people for the least dollars." To check this sponsor tabulated the TvB-Rorabaugh Report on Spot TV Advertising for the sec- ond quarter of 1962. Every brand using a minimum of three stations in more than one state was totalled, (see chart on page 29) , and many of the lists of stations were checked for the number of markets. The tabulations showed that the longer the list of markets the more maximum coverage, or multi-sta- tion, markets on the list. One 35- market campaign used 53 stations, another 68. A 20-market list might use 25 stations. Even an 18-market list used 31 stations. And the long- est market list, 162, used 266 sta- tions. What must be done. How then does the tv station operator in a tv market ranked below the first 50 go about cutting a piece of the na- tional advertising pie? What are the ground rules? Do they work or are they just talk? According to experienced time- buyers, many with more than 15 years of service, agency media peo- ple, and station reps with superior track records, the lesser market sta- tions must keep six markers in mind. These are: 1. Rates. Rate cards often are not realistic. In some lesser tv mar- kets rates are too high, making ra- dio a better buy. A strong enough station story may get the business but an out-of-line price makes the job tougher. One agency suggested a 3-or-4-to- 1 ratio of tv over radio. Another pillllllllllllllllllllllllllIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIM 6 ways to slice national ad cake i REALISTIC RATES are essential if you don't want other media to get the dollars you want. And don't raise rates without a valid reason. 2 KNOWLEDGE of your market is a must if you are to create a character, a personality for your station. Find out how your market, station and audience are different. 3 DEVELOP A PLUS, an exclusive identity for your market and station. This can be a face, an idea, a fact, a combination of elements. But it must be unique and real. 4 THE GROUP BUY, linking several minor markets into a re- gional combination, can be attractive to timebuyers when properly assembled, documented, priced and presented. 5 THE LOCAL CONTACT can be productive; especially the food and drug brokers, wholesalers, distributors, retailers and chainstores. To them an adman will listen. 6 PROMOTE THE MARKET instead of slugging your competi- tion. The smaller the market the more everyone wants na- tional ad dollars and the less they do to get them. = j|llllllll!llllllllll!llillllllllllllilitllllllllllll!llllllllllll!llllllllllllll!l!llilllilllllllllll!iy advised shooting for a $1.50-$2.50 c-p-m. Others spoke bluntly about stations trying to keep pace with major market outlets by raising rates because the bigger station did, not because circulation was up; and about station owners who act as if their license were a franchise to get-rkh-quick. 2. Knowledge. Know your mar- ket— its past, present, and future. Use research to chart growth and potential in terms of business and industry as well as audience and tune-in. Get to know the ware- housing and distribution pattern of nationally advertised products in your area. Find out what is dif- ferent about your station, its audi- ence and the market. The birth rate in your market may be above average and so provide a peg for a pitch to the makers of baby foods. 3. Develop a plus. The trick is to give your market an exclusive identity, a personality all its own. This has innumerable variations ranging from the cigar and face of Joe Floyd, who used showmanship to spotlight KELO-TV in Sioux Falls, S. D., to the sightseeing tours for timebuyers staged by WITN- TV in Washington, N C. Other less spectacular yet in- finitely more creative and often more productive market develop- ment techniques are: The test market as developed by The Meeker Company and WSAU- TV in Wausau, Wis. This requires a lot of digging for facts, diploma- cy in dealing with other media in the market, and a savvy of mar- keting. But if the market is iso- lated from outside media, has high audience circulation, has a stable and varied economy, is accessible to warehouse facilities, and retail cooperation in promotion and au- dit of products is available, then it can mean national billing as it has in Wausau. The new market as developed by A. Donovan Faust, general man- ager of WJRT-TV in Flint, Mich., and Harrington, Righter & Par- sons. Five years ago, before the sta- tion went on the air, Flint was re- garded as a bonus that went with buying Detroit. The station and 30 SPONSOR/ 1 October 1962 its rep spent a year in planning, programing, and producing a new market entity known as Flint-Bay City-Saginaw. Using available re- search data that proved the new market concept, they prepared a presentation that sold the market and the idea, that gave it a middle- thirty market ranking, that neither lapped the competition nor over- played the WJRT-TV call letters. They sold the idea that Flint-Bay City-Saginaw was an important market that it could only be cov- ered effectively and economically from within the market. Accord- ing to HR&P's Jim Parsons, "The BAR studies show that the concept was sound. In two years it has meant an increase of 41% in the number of national spot advertis- ers." The recreated market as devel- oped by WSAZ-TV in Charleston- Huntington, West Va., and The Katz Agency. They were plagued by a West Virginia address and a political campaign that had tarred the state as a depressed area laden with unemployed miners and ham- pered by a warehousing situation which credited sales in its four- State area to four different distri- bution centers. With two dozen heavy industry plants in its cover- age area, with $150 million in plant expansion and $33 million in new plant construction the station re- named its area as the SUPERmar- ket, documented 2 million people, a four billion dollar payroll, and a 30th market ranking that delivered a flock of fresh national dollars. The combination market ap- proach, as developed by several reps and stations, has brought new national billing into more than one market. In Alabama, for ex- ample, Birmingham and Mobile are the major market buy with Montgomery and Dothan rated as fringe markets in the past. Now the combination of WCOV-TV in Montgomery and WTVY in Do- than, when offered as a supplement to Birmingham and Mobile and documented to show greater cover- age and penetration, has brought in new business. There are many variations of the Three examples of how stations attract new spot dollars to lower-rated markets 1. Recreate a market \\ s. \Z- I V developed a phis by in reating itN mar- ket. With much ol West Virginia a depressed an .i ilns si ,i i i o n developed, documented and sold .i SI Tl Kin.it ket in>i\ Ii.im (I on heavy industry, many people and big payrolls 2. The local contact WMTW-TV, Poland Spring, Me., spent a yeai contacting, cnlti- vating and working with food and drug brokers, retailers and chainstores in its area. This pup aration has upped na- tional spot billing 300% in just four short years P S ttr fi-Qf* 7 j ! ^ . 1 ( ^ < J /, [ i 101 L53 ryJ" ft s»v***> _^T^ WMTW-TV VG8H-TV There are TV covers 53. 101 All A & P i 101. Tl lit lets in the 54th market ic local Portland stations WMTW- COVei onl\ 's/ market 'st market st market '■st market jst market nst market ssf market est market est market est market est market est market test market 3. Develop a test market W \sl l V developed a plus by building a test market story thai brought national spot business i" W.uisaii. Not every market has the ingredients essential to a test mar ki i sioi\. and ii iv not easy to build, Inn il it can be done it pays oil SPONSOR/ 1 OCTOBER 1962 31 plus market technique. The basic requirement is for a willingness to go dig and an ability to use exist- ing and available secondary data. Some lesser market station may, conceivably, not be receiving a full count from community antennae systems in its area. The trick is to be certain you include all their homes when they carry your signal; and just as certain another station isn't getting more credit than they actually have coverage. 4. The group buy. Unlike the combination market, which is usu- ally an area package, the group buy usually is a regional linking of stations and markets that, as one agency executive put it, "When properly assembled, documented, and priced can be considered be- cause it offers new homes and doesn't cost too much. We can try it and see what happens." The same buyer suggested a West Texas group as having possibilities. An- other saw a possibility for second- ary markets in the states of Wash- ington and Oregon. 5. The local contact. Contact- ing the client is not a new develop- ment but it can backfire. Most agencies and national advertisers do not mind a station going to the client, at headquarters, after the agency has approved. Most agen- cies will expedite such a contact. What both the client and its agen- cy abhor is the contact at the local level and, unless the station has properly briefed the local or re- (Pleose turn to page 51) Y&R computer laces real life' Agency unveils High Assay Media Model System outdates linear scheduling concept A machine which makes media decisions The shortest distance between two points — when the points in- volved happen to be advertising dollars and media effectiveness — is no longer a straight line. Such is the conclusion of Young & Rubicam, which last week un- veiled its "High Assay Media Model" computer system. Cognos- cente of the master-minded ma- chines, agency research manager William Moran explained the de- A meeting of agency media minds George H. Gribbin, pres. and chief executive of Young & Rubicam, takes a look at the agency's new "High Assay Media Model" computer unveiled last week parture from the age-old axiom and its application to agency problems. "The key for the advertiser," he said, "is the merits of the media, not just the size of the circulation, fn short, you can't just line facts up — you have to be able to assess them." Y&R's evaluation of the com- puterized media selection problem and its "High Assay" solution, if successful, outdates the linear scheduling concept which is, itself, a "new frontier" of exploration among many agencies. A practical media model, re- minded Moran, must help in mak- ing decisions, must make provisions for handling information about depth of potential, effectiveness of advertising exposure, the effect of changes and frequency and the be- havior of consumers with the me- dia, the relative values of space and time units, color, timing, and countless other variables. Media men who may be lament- ing the "personnel" effects of such dynamic automation, could take comfort from the words of senior media director Joseph St. Georges. The system, said St. Georges, "will stimulate, rather than inhibit, cre- ative media planning since it will free the media planner from sta- tistical work and enable him to de- velop new and imaginative media schedules." ^ 32 SPONSOR /l October 1962 Leaders of the re-christened society widen horizons New IRIS (successor to RTES) gets under way this season as top executives meet in New York to discuss future plans. Claude Barrere (1), executive director, is shown with William K. McDaniel. executive v. p.. NBC Radio Net., and new pics, ol I R I S Outlook for the re-christened IRTS ► New projects to include foundation ► International flavor for the new season ► More service features to be added When t he Radio and Television Executives Society changed its name to the International Radio and Television Society last May, the non-profit organization, with more than 1,200 professional mem- bers dotted around the globe, en- tered a new and dramatic era ol expansion. With the change in title it be- came clear to many in the com- munications industry, notably to those in broadcasting and allied fields, that IRTS was embarking on a historic role and that its plans lor the future called lor lie her. more meaningful seminars. Moreover, the society, under its new administration headed l>\ Wil- liam K. McDaniel. executive vice president, NBC Radio, was read) to launch new and significant proj- ects aided grcatb 1>\ the establish- ment of the International Radio and Television Foundation. Service. Much ol this (,nne to light when sponsor interviewed a number of ke\ figures associated with IRIS. McDaniel, lor one. told sponsor thai the basic objec- tive ol the society was "'to serve its members and through them the in- dustry." lie stressed the point thai IRTS was primarily a service so- ciety and "everything we do has to be focused on (he word service." "Our h e t e 1 og e n e i t \ is out strength," McDaniel observed. "We aie not a lobb) organization. We are the onl\ true market place lot the exchange of ideas in (he inchis- ii \. Nor are we in competition with an\ other organization in the held ol communication." I hrough ihe activation <>i a foundation, die [RTS can under- take educational and service-type activities whose undoubted value can attract financial support on a broadei base. McDaniel said With SPONSOR 1 OCTOBER 1%2 foundation support, the society can ponder and study important trends in broadcasting and advertising. Many projects. McDaniel and his IRTS colleagues are determined to make this year's projects, particu- larly the Timebuying and Selling Seminars and the Collegiate Broad- casters Conference, the biggest ever. McDaniel re-established a custom, upon assuming the presi- dency, of asking members to take a more active role in IRTS' activi- ties. He also asked for ideas. The membership responded with num- erous suggestions including re- quests that the Newsmaker lunch- eon speakers be more diversified and more international in flavor. The first speaker on this season's agenda was FCC Chairman New- ton Minow. McDaniel also indi- cated that the Production Work- shops and the Round Table lunch- eons, in view of the expansion poli- cies of the society, would also take on an international air. The NBC Radio chieftain and new president of IRTS spoke with deep regard of the accomplishments of his predecessors — such leaders as Joe Culligan, Dick Salant, Frank Pellegrin, Don McGannon and Bob Sarnoff. "All were great leaders," McDaniel said. "I want to say that I don't know of any other organ- ization that has the type of people we have who donate so much of their time to such a worthy cause. Nobody says 'no' to anything we ask them to do." Committees. Committee chair- men are: membership, Herminio Traviesas, v.p. and manager, Tv/ radio department, BBDO; program (Newsmaker luncheons) , Richard A. R. Pinkham, senior v.p., Ted Bates & Co.; round tables, Martin Nierman, executive v.p., Edward Petry & Co.; anniversary banquet, Thomas W. Moore, v.p. in charge of ABC TV; gold medal selection, C. Wrede Petersmeyer, president, Corinthian Broadcasting Corp.; time buying and selling seminars, Cris Rashbaum, v.p. in charge of research and promotion, Harring- ton, Righter & Parsons; Collegiate l^r-4 : mT #>~ J0?>>- IRTS '62-'63 officers & members of board of governors L-r, seated: Sol Paul (Television Age), sec'y.; Peggy Stone (Radio-Tv Reps); Matthew Culligan (Curtis), past pres.; Bill McDaniel (NBC) pres.; Tom Mc- Dermott (Ayer), v.p. (L-r) standing: Bill Davidson, (Advertising Time Sales); Steve Labunski (WMCA, New York); Ed Reynolds (CBS): Sam Cook Digges (CBS Films), 1st v.p.; Dick Jones (JWT); Albert Shepard (Select Station Reps); Ted Bergmann (Charter Producers); Julius Barnathan (ABC TV); Bill Adler (writer-producer). Not in picture: Sol Cornberg (Cornberg Associates), treas.; Roger Greene (Philip Morris); Bob Teter (WNHC-TV, New Haven), v.p. Sees the global aspects Sam Cook Digges, administrative v.p., CBS Films, is first vice president and chairman of IRTS Awards Committee Broadcasters Conference, John V. B. Sullivan, v.p. Metropolitan Broadcasting and general manager, WNEW, N. Y.; Broadcasting Fol- lies, Anthony Faillace, Faillace Productions; '63 roster-year book, Robert F. Hurleigh, president, Mu- tual Broadcasting System; Fun Day ('62) James Alspaugh, v.p. in charge of radio, H-R Reps; admis- sions, Edward H. Benedict, Tri- angle Publications, radio & tv div.; IRTS awards, Sam Cook Digges, CBS Films; legal, Benjamin D. Raub, assistant general attor- ney, NBC; publicity, Gary Wag- ner, Wagner International Photos; Christmas Party, Clifford A. Bot- way, media supervisor, Ogilvy, Benson & Mather. A new projected conference, not yet announced, will be chairmaned by Erwin H. Ephron, director of press relations, A. C. Nielsen Co. The production workshop commit- tee is functioning as a team with no chairman. Two other new proj- ects in development stages are mo- mentarily without chairmen. The organization, as any observer can see, houses many dedicated workers. They handle their assign- ments with the zeal of missionaries. After McDaniel comes first vice 34 SPONSOR/ 1 October 1962 president Sam Cook Digges who, when he is not concerned with the welfare of IRTS, is engaged in the administrative vice presidency of CBS Films, Inc. In addition, Digges is a member of the board of gov- ernors and chairman of the Awards Committee of fRTS. In the latter post he and his committee mem- bers have been seeking to evolve a plan whereby IRTS would serve as the umbrella under which various industry groups, linked with IRTS, would make annual awards to worthy figures and institutions in broadcast and allied fields. This committee would not be in conflict with the IRTS Cold Medal Selec- tion Committee which every yeai presents an award to an individual or organization for their contribu- tion to broadcasting. It is Digges' contention that too many outside organizations are giv- ing awards to broadcasters and that in many instances these groups are not qualified to do so. Digges would like to see IRTS working with such industry organ- izations, as for example, the Ameri- can Women in Radio and Tele- vision Society, Broadcast Pioneers and the Academy ol Television Arts and Sciences, on awards thai would command stature on the eve of presentation. This qualita- tive award undertaking, with the benediction ol ever) significant branch of the industry could, con- ceivably, see the light ol da) b) '64-'65, il not sooner. Digges' com- mittee is determined to arrive at enlightened solutions to this vex- atious annual problem. The com- mittee is confident it will emerge with a code ol procedure that should win the seal ol approval (Please turn to page 52) Net and spot tv buys rise 15.2% j Cosmetic, drug advertising leads gains Jan. -June '62 net-spot sum reaches $759 million Agriculture, publications show slides Spot and network tv-commercial usage rose 15.2% in the first (six months of 1962 as compared to the same period last year, accord- ing to figures just released by TvB. In dollars the net-spot buy amounts to $759,303,615, as com- pared to $659,240,74 1 for the same 'six-month period last year. Of this, spot received $371,531,000; net, i$387,772,615. Cosmetics, drugs lead. The strong increase was led by substan- tial jumps in cosmetic, drug, and confectionery advertising. Cosmet- ics and toiletries with an $18.0 mil- lion increase, drug products with an increase of $11.4 million, and confections and soft drinks with an 'increase of $11.1 million in the Ifirst half of 1962, paced overall net- work and spot tv billing growth of |SI0() million in the first half of this sear over the same six-month peri- )d of 1961. Gross time billings, network and Kpbt tv, for cosmetic and toiletry advertisers were $88,882,590 in the first half of 1962 against $70,904,- 277 last year, TvB said. Soft drinks strong. Billings for drug products in 1962 were $73,- 405,670 against $62,011,358 in 1961, while billings for confection and soft drink advertising in 1962's first half were $42,453,245 com- pared with $31,362,933 last year. Largest percentage increase for any classification (discounting no- tions for the moment) was 103.2% for sporting goods, bicycles and toys. Billings in this category were $6,212,811 against $3,057,790 in 1961. The notions group increased 292.4%, but the expenditure was comparatively small, when com- pared to other groups. To be spe- cific, network received $300,283 and spot tv $121,000 during the first six months of this year. Groceries' big package. Largest individual classification in network and spot tv was food and grocer) Product groups | with greatest J | gains in 1962 ( I 1. Sp'ting goods 103.2% | | 2. Tv, radio, phono, 94.9% \ I 3. Confect., soda 35.4% | 4. Househ'd paper 34.2% I | 5. Househ'd gen'l 29.4% | I 6. Pet products 29.0% ! | 7, Consumer sves. 27.5% | 8. Gas and lubes 26.8% I 9. G'dn supplies 25^6% | 10. Cosmetics, etc. 25.4% [ 11a. Automotive 19.5% | 11b. Househ'd I'difl9.5% | I 12. Drugs 18.4% SPONSOR 1 October 1962 products with first half 1962 bill- ings of $164,711,032, up 8.3%. In second place among the big gainers this year, following closely behind the sporting goods-toys category, was the tv, radio, phono- graph, musical instruments group. A 94.9% rise was reflected in net- work buys amounting to $2,365,- 782, while $233,000 was spent in spot. Leading the product groups which decreased usage of tv com- mercials for the first half of 1962, TvB disclosed, was agriculture, with a 73.8% drop-off. In 1961 (January -June), $1,131,242 was spent on behalf of agriculture via networks, and $725,000 via spot tv. \ The total this year was $487,000,! all in spot. Hotels-resorts-restaurants fell off 8.9%, and the watches-jewelry- cameras classification, 7.4%. #► |llllllllll!!!lll!lllllll!III!lllillllll!ll!l!iiilllll!lllll!lllll!IM^ 1111 Estimated television expenditures, January-June 1962 Product Category Total tv Spot tv* Network tv** '62 vs. '61 % Change Agriculture $ 487,000 $ 487,000 $ -73.8 Ale, beer & wine 32,731,424 28,673,000 4,058,424 + 13.8 Amusements, entertainment 1,484,072 998,000 486,072 -4.6 Automotive 35,255,386 11,467,000 23,788,386 + 19.5 Building material, equipment 10,006,234 1,455,000 8,551,234 + 8.7 Clothing, furnishings, accessories 7,025,871 4,407,000 2,618,871 -25.7 Confections & soft drinks 42,453,245 26,796,000 15,657,245 + 35.4 Consumer services 26,245,543 12,152,000 14,093,543 + 27.5 Cosmetics & toiletries 88,882,590 35,861,000 53,021,590 + 25.4 Dental products 28,151,561 10,195,000 17,956,561 + 11.0 Drug Products 73,405,670 25,454,000 47,951,670 + 18.4 Food & grocery products 164,711,032 100,448,000 64,263,032 + 8.3 Garden supplies & equipment 1,203,287 867,000 336,287 + 25.6 Gasoline & lubricants 25,012,104 15,610,000 9,402,104 +26.8 Hotels, resorts, restaurants 337,000 337,000 -8.9 Household cleaners, cleansers, polishes, waxes 31,003,537 14,745,000 16,258,537 -6.3 Household equipment — appliances 7,197,737 2,460,000 4,737,737 + 3.4 Household furnishings 3,470,980 1,104,000 2,366,980 + 1.4 Household laundry products 55,435,236 30,310,000 25,125,236 + 19.5 Household paper products 14,156,518 5,979,000 8,177,518 + 34.2 Household general 9,408,073 3,556,000 5,852,073 + 29.4 Notions 421,283 121,000 300,283 + 292.4 Pet products 10,214,717 5,899,000 4,315,717 + 29.0 Publications 1,766,609 1,139,000 627,609 -33.9 Sporting goods, bicycles, toys 6,212,811 3,221,000 2,991,811 + 103.2 Stationery, office equipment 1,398,284 17,000 1,381,284 -3.4 Television, radio, phonograph, musical instruments 2,598,782 233,000 2,365,782 + 94.9 Tobacco products & supplies 61,001,540 17,398,000 43,603,540 + 10.1 Transportation & travel 3,851,889 3,248,000 603,889 + 12.3 Watches, jewelry, cameras 7,076,866 1,144,000 5,932,866 -7.4 Miscellaneous 6,696,734 5,750,000 946,734 + 40.8 TOTAL $759,303,615 $371,531,000 $387,772,615 + 15.2 •Source: TvB-Rorabaugh. **Souice: TvB/LNA-BAR. ^,!lllllillilllll!lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll!lllllllllllll 30 SPONSOR/ 1 October 1962 Does anyone have a super-special for the men from Motorola? Vgency and client are still seeking suitable specials for this year's tv campaign. L-r: Emmett Dineen, a.e., Leo Burnett Co.; Robert G. Farris, dir. of advtg. and sis. promo., Motorola consumer products cliv.; John Walt, account super.. Leo Burnett How Motorola changed its image ► Car radio image hampers tv, stereo ► Tv specials change public feeling *■ New aura creates record sales months Motorola's return to television last fall broke five years of video blackout and gave the com- pany one of its biggest months in history. This season the radio-tv- !ii -fi maker would like a repeat per- berformance, but so far has not ound a "special" that is special ■nough. With agency Leo Burnett, Motorola is still looking for shows similar to the three it sponsored last year, hopes now to come up with something by winter. The company has good reason to return to video this season. It's three programs last year — one in October, one in November, a third in December — did a corporate im- age-building job that turned De- cember into one of the biggest months in Motorola history. The campaign evidently delighted deal- ers, because the company acquired more new dealers in that month than ever before. It also erased an image the company didn't want, that of a maker ol only car radios, the firm's rust products. The success momentum gener- ated in December was maintained, the company sa\s. According to a report from Edward R. Taylor, president ol Motorola Consume] Products. t\ lcccixci sales b\ Mo- torola distributors lor June 1962 showed 100.7% increase ovei June 1961. Taylor further reports thai June was the largest month unit- SPONSOR 1 October 1962 37 Award-winning ad director with trophy Bob Farris of Motorola holds award from Chicago's Federated Advertising Club for "What If?" commercial, two-minute documentary on corporate history wise for the company in the last ten years, outstripping the next closest June by 50%. He adds that stereo sales have risen considerably and that home, clock, and car radio sales were 20% ahead of last June. Specials wanted. Last season's specials formed the focal point of promotion and merchandising pro- gram building up to the Christmas crescendo, traditionally a peak time for tv and stereo receiver sales. Spaced approximately one month apart, Motorola's specials served as the spearhead of an advertising campaign composed of heavy print concentration (both newspaper and magazine) along with massive in-store displays, all geared to point up the company's stature in the Award-winning commercial opening Opening scene from "What If?" commercial shows Motorola founder Paul Gavin thinking 'What if cars had radios,' then tells of later company developments electronics field, and to emphasize particularly the quality and extent of its consumer products division line. The investment in this cam- paign was $1 million. Several years prior to Motorola's tv return last season, the com- pany's advertising strategy was un- dergoing a purposeful transition. Robert G. Farris, director of adver- tising, and sales promotion man- ager of Motorola's consumer prod- uct division, says of this change: "Our advertising has increasingly shifted to an image-building ap- proach. We are more and more interested in projecting to the consumer not only the facts about merchandise (including price) , but also of what kind of company Mo- torola is; what kind of dealers and service people we have; the quality, reliability and integrity we repre- sent." Motorola had felt for some time the importance of re-establishing its consumer products division image, according to Farris. The image had been strongly linked with car radios and low-priced, but durable, television receivers. Motorola had produced a full line of tv and stereo hi-fi models fori about five years, but the company felt these products lacked a pres- tige image among consumers. Product image. "We had a great deal to emphasize," says Farris, "such as our cabinets designed by Drexel." The Motorola Company had established a strong position for its communications division, but at the consumer level our prod- uct image was not clearly defined in the public mind. We bought the three specials, specifically to im- prove this image: Carnegie Hall Salute to Jack Benny, The Poioer and the Glory, and The Bing Crosby Christmas Special." The objective was apparent in the commercials created for Mo- torola by Leo Burnett, the com- pany's agency since late 1954. The vehicles had to be strong enough, according to Farris, to provide the desired stamp of dis- tinction to Motorola's corporate name; to provide enough commer- (Please turn to page 53) 38 SPONSOR/ 1 October 1962: 85 Billion 80 70 60 50 40 30 20 10 Why life insurance companies need new marketing ideas '52 '53 '54 '55 '56 '57 '58 '59 '60 •61 Shown above are life insurance purchases in the U. S. Despite the fact that sales ol life insurance in the U. S. have risen for the past 10 years, there is unmistakable evidence that the rate of climb has been levelling off re- cently. With more than 50 companies competing for sales, each must find new, creative marketing techniques SPECIAL INDUSTRY REPORT NO. 2 INSURANCE: Why radio can help mj£!BUi3nBKMr~' IMHHflPfflHHMMi ** Life insurance faces plateau problem ** 50 companies in fierce sales competition ► "Quality-trust-protection" wearing thin ► Spot radio offers unique opportunities With policy sales running over a whopping $80 billion rate last year it may seem slightly absurd to many hard-pressed manufacturers to talk of the marketing "prob- lems" of the life insurance indus- try. Yet to thoughtful sales executives of the giant insurance companies their own marketing dilemmas are fully as complex, and considerably more sizeable than those faced by purveyors of soap, cigarettes, razor blades or automobiles. Contributing to insurance com- pany headaches are such factors as: 1. Policy sides plateau. Though sales of life insurance policies con- tinue to rise each year, the rate of climb has been slacking off notice- ably since 1957 (see (hart above) and there is evidence that sales are heading toward a plateau. 2. Fierce competition. More than 50 major companies are com- peting for the country's life insur- ance dollars and though the leaders are huge and powerful, even the smaller companies have substan- tial assets. 3. Product similarities. Though insurance companies offer and fea- ture a wide variety ol policies, the lad is that it is almost impossible lor a in one of them to achieve am teal "product superiority" ovei competition and rates are often established by law. 4. Personal selling. The indi- vidual salesman remains the ke) figure in life insurance marketing and there are no signs that the "dis- tribution revolution" which has re- duced the importance ol personal selling in the food and department stoic fields cm ever be ol major consequence in life insurance 5. Industry conservativism. De- spite the tact that it laces jet-age -ales problems, life insurance re- mains perhaps the most conserva- SP0NS0R/1 OCTOBER 1962 39 tive of all American industries (far more conservative in marketing and advertising than fire and acci- dent insurance, for instance, and more conservative than banks have been in recent years) . New marketing tools. Any real- istic appraisal of the life insurance business scene leads to the ines- capable conclusion that the indus- try must discover and develop new, radically different sales tools and techniques. Alert radio marketing men, studying the life insurance dilem- 1) Low income. By far the bulk of all life policies are sold to low income individuals or families. In 82% of policies the income of the insured is under $7,500 per year. 2) Lower age groups. Another surprise for those who have thought of life insurance as primarily sold to "middle aged types": in 68% of policies the age of the insured is under 35. 3) Small policies. Despite the publicity given to "million dollar producers" and salesmen's dreams of huge individual policies, the life One such survey, used by Blair to illustrate this point is the ex- ceedingly thorough "The Boston Market — a Media Audience Image Study" done in 1960 for station WHDH. Commenting on the study (see box, p. 41) , Blair says, "The employ- ment status of the housewives, oc- cupation of the household head, ownership of stocks and bonds, the year model car owned, and families with children, speak for themselves as insurance potential. The insur- ance potential and the radio audi- Who buys life insurance?— a look at the market Income of insured % of policies under $3,000 12 $3,000-$4,999 39 $5,000-$7,499 31 $7,500-$9,999 7 $10,000 & over 11 Age of insured % of policies under 15 23 15-24 25 25-34 25 35-44 17 45 and over 10 Size of policy % of policies under $2,000 35 $2,000-$4,999 13 $5,000-$9,999 21 $10,000-$24,999 25 $25,000 and over These figures, from a study by the Life Insurance Management Assn. (1959), highlight facts about the market for life insur- ance which are little realized by those outside the business. A preponderance of new life insurance policies (82%) are on individuals with incomes under $7,500. Furthermore, they are in lower age group brackets (73% under 35 years of age), and 79% of policies are under $10,000. Market figures like these raise questions about current insurance media strategy mas, believe that a vast new area of marketing opportunities can be opened up for life insurance com- panies through the creative use of spot radio. Radio spot at present is little used by life insurance advertisers. But in the opinion of Arthur H. McCoy, exec. v. p. John Blair, it is the one medium which meshes per- fectly with the specific marketing problems and needs of the industry. Blair, in the past year, has been developing presentations to major life insurance companies which il- lustrate and dramatize this point. The life insurance market. Ac- cording to studies made by the Life Insurance Agency Management Assn., the life insurance market can be defined in very specific terms. insurance business is founded on the small policy holder. Of all poli- cies, 69% are under $10,000, 94% are under $25,000. The radio listening audience. As step one in demonstrating ra- dio's special value to life insurance advertisers, Blair points out how closely radio audience composition meshes with the life insurance mar- ket. Radio reaches the lower income ($3,OOO-$7,500) families which ac- count for the bulk of life insurance policy purchases. It is strong among the insurance-buying lower age groups. And survey after sur- vey shows other demographic char- acteristics that make the listeners faithful to radio the perfect "match" for the insurance poten- tial. ence mesh perfectly." Creative radio spot. Obviously, however, radio's advantages to life insurance advertisers are not lim- ited to this market-media match- ing. Blair executives, like other top radio marketing men, whose ideas are featured in this sponsor series, believe that spot radio offers adver- tisers unique creative opportunities which no other medium can match. In telling the spot radio story to life insurance companies Blair stresses both new creative radio buying techniques and new, crea- tive radio copy approaches. Among the creative ideas which Blair has developed for life insur- ance advertisers are the following: New images needed. Tradition- al SPONSOR/ 1 October 1962 ally life insurance advertising has reflected the "quality-trust-protec- tion" theme, which has been used to give a salesman a solid platform from which he can sell his com- pany's insurance. Blair questions, however, wheth- er this theme continues to be effec- tive in today's insurance marketing situation. Says a Blair presentation, "we believe that the quality-trust-pro- tection image has been thoroughly accomplished and has become a "blanket effect" for the entire in- dustry. Most people, due to insur- ance advertising, insurance per- formance, and government regula- tion, accept the fact that the ma- jor insurance companies today are ol the highest < alibre." Let salesmen be heard. Blair suggests that the important differ- ence between insurance companies today are the people who sell the product — the insurance salesmen — and builds a strong case for letting salesmen be heard on radio as part of an intensive new program of localized advertising pressure. "The insurance company that fust creates and firmly establishes the friendly 'personality image' of its .salesmen as an important pari of its selling force will have gained a tremendous coup over the entire insurance industry. "This cou\> will be achieved not by commercial referral to the friendliness of the insurance com- pany's salesmen, as most insurance companies are now doing, . . . but having the public actually hear the voices of insurance salesmen — hearing for themselves theh wat mth Who listens to radio?— the life insurance market! A typical profile of station listeners (WHDH, Boston) Total family income Occupation of household head Less than $2,000 40,600 $2,000 to $2,999 55,600 $3,000 to $4,999 333,350 $5,000 to $7,499 339,750 $7,500 to $9,999 132,500 $10,000 and Over 111,150 Not reported 55,630 Employment status of housewife Full Time 114,350 Part Time 145,300 Not Employed 808,750 Professional & Tech. 120,750 Exec. Prop. Manager 142,100 Clerical & Sales 182.700 Craftsman 227,550 Operators & Manual 145,300 Service Worker 83,350 Farmer, Farm Worker 12,850 Police & Military 37,400 Retired, Student & Unemployed 95,100 Not Reported 21,400 Stocks, bonds, securities Own Securities 404,900 Non-Owners 663,450 Year model of automobile i 1959-1960 107,450 1957-1958 200,450 1955-1956 150,550 1950-1954 235,250 1949 & Earlier 62,800 Families with children under 12 years of age One Child 166,700 Two Children 176,300 Three or More 281,000 No Young Children 444,450 In demonstrating how radio's audience "meshes" with the marketing needs ol life insurance companies. John Blair & Co. uses the 'The Boston Market — A Media Audience Image Study,' done in I960. Figures above for station WHDH's audience composition can be projected to other stations and markets, says Blair. They show bulk of listening in the under $7,500 income group (see opposite page) and mam demographic characteristics (employment status, occupation, ownership ol stocks and bonds, children in families), which make the listeners faithful to radio prime prospects for insurance' companies SPONSOR 1 OCTOBER 1962 11 and sincerity. This approach will indelibly stamp the image of a com- pany's 'friendship' much deeper than that of any competitor." "Personalities network." To im- plement this concept Blair pro- poses that an insurance company embark on a "radio spectacular" plan, embracing a "network of lo- cal live personalities." As a start, such a network would embrace the 25 top radio markets. Blair, working with the Life Insur- ance Institute, estimates that 60% of the life insurance potential of the U. S. is located within the op- erating area of recommended sta- himself, the next 30 seconds to the insurance sell, and the final five seconds to the wrapup of the com- mercial by the salesman. Says Blair, commenting on a sample commercial prepared for a presentation, "such commercials are hard sell, in that they feature not only the 'quality-trust protection' story, but go one step further in highlighting with all the power of sound, the vital last link in the in- surance sale — the salesman. "The honor of having their voice represent the company should car- ry a great deal of prestige among salesmen. However from a dollar- Life insurance data by John Blair This article "Insurance: why radio can help" is No. 2 in SPONSOR'S new major series dealing with the specific problems of specific industries and how they can be solved by creative spot radio market- ing and advertising. Data for each article is suppliad by a major radio represenative firm. Background mate, ial for this ar- ticb was researched by Jchn El3ir; for the previous arti:h on ai lines (10 Sept.) by CBS RaiiD Spot Sahs; for the upcorring stcry on ajtos, by Katz. tions in these markets. Later the plan would be extend- ed to 25-50 additional markets. In each of the participating mar- kets four individual insurance salesmen per month would be se- lected (through intra - company sales competition) to take part in life insurance radio commercials. Each salesman would be featured for a full week in his own market. Commercial structure. Under Blair's "radio spectacular" plan, each of the company's one minute commercials would be in three parts — the first 25 seconds devoted to having the salesman introduce and-cents viewpoint, these salesmen would have an excellent vantage point from which to sell more in- surance. They receive valuable personal publicity, and in their personal selling can proudly refer to themselves as 'the voice of the company.' Result: more sales." Under the Blair proposal, each station would work closely with lo- cal insurance executives in cutting the commercials, and in the selec- tion of the men. Schedule plan. Blair's recom- mendation to an insurance com- pany sponsoring the "radio spec- tacular" program, calls for 36 one- minute announcements per week, scheduled Monday through Satur- day between 6 a.m. and 12 noon. On each of these six days, one commercial would be delivered in each of the six hourly time peri- ods, 6-7 a.m., 7-8 a.m., etc. The Blair schedule recommenda- tion is based on an analysis of the insurance market, and a recogni- tion of the need to reach both men and women. Though men buy the bulk of life insurance policies, insurance holdings by women have increased by more than 100% in the past 10 years. This is due to a growing aware- ness of the economic values of in- surance among wives and mothers, and to the growing number of women in the work force. Blair proposes "family selling" for life insurance, both to interest women buyers, and to reach an im- portant "key" in insurance selling. Says Arthur McCoy, exec, v.p., "Too many times, sales are lost to young couples because the husband was sold but the wife wasn't. The woman's acceptance is a big factor in insurance selling." Impressions and repetition. Blair estimates that its radio spec- tacular proposal would deliver ap- proximately 35.0 unduplicated reach in each of their top mar- kets, and a total of 40 million gross home impressions. "Imagine," says the rep firm, what the impact of 40 million new insurance calls per week can do for a company's sales picture!" Moreover, Blair emphasizes to insurance prospects the value of frequency repetition, particularly in life insurance selling. Quoting from Advertising Psy- chology and Research by Lucas and Britt, they cite, "The surest way for an advertiser to maintain a competitive advantage is to repeat his messages so frequently that they are always fresh in the minds of consumers. Repetition of advertis- ing has advantages in memory other than through the increased chance of frequency. Repetition reinforces and strengthens the im- pression made on the audience. Each time an impression is re-estab- 42 SPONSOR/ 1 October 1962 Radio ideas for insurance companies Program to stimulate effec- tive use of radio by insurance companies was developed by John Blair & Co. Arthur H. McCoy, executive vice presi- dent of Blair, lists here the ma- jor insurance companies using radio today, and explains why these companies have just be- gun to scratch the surface in radio advertising. Radio's full impact yet to come Like other Blair Group Plans, this insurance proposal started with a creative triangle: 1. market research on the industry, 2. media proposal to accomplish what present media usage is not doing, and 3. copy platform. Our media plan ended up being aimed primarily at the man with some extra attention being given to the housewife, sufficient frequency to develop important sales results, use of local radio personalities who have built confidence over a number of years, and the direct tie-in with the local insurance salesman in each community. Some insurance companies have already begun to use radio. Within the past 12 months accounts like Metropolitan Life Insur- ance Co., Travelers, Equitable Life Assurance Society, John Han- cock Life Insurance Co., Nationwide Insurance Co., Great Ameri- can Insurance Co., and Continental Casualty Co., have used radio. With radio's unique ability to help insurance salesmen across the country get into more homes and complete more sales, it is in- evitable that these same insurance companies will be spending more and more of their advertising budgets in spot radio, and that other companies in the field who haven't yet begun to benefit from radio's specialized selling power will be doing so. Two pertinent articles appeared in the Wall Street Journal this week regarding the insurance business. One article mentioned the fact that life insurance sales so far in 1962 are running behind 1961. This would indicate a real need for a fresh look at current copy and media approaches being used by all insurance adver- tisers. Secondly, an article in the Journal pointed out the fact that an insurance company in California is going to begin a test which involves selling life insurance in the supermarket. This not only indicates a new approach as far as point of sale is con- cerned, but points up the growing recognition of the importance of women in the sale of insurance. Our analysis of the insurance industry and their use of radio has indicated that to date that usage has been limited to the point where the full impact of what spot radio can do hasn't yet been fully realized by any single insurance company. Iished it tends to last longer." Insurance time lag. This Eactoi of repetition is one ol the built-in features of the Blair Radio Spec - tacular proposal, and in (lie opin- ion ol Arthui McCoy, is especially important to a life insurance ad- vertiser. Says McCoy, "There is a definite time lag between the time the aver- age individual is subjected to life insurance advertising pressure from all life insurance ( ompanies and the time when he finally decides to make a life insurance purchase and choose the specific company he will buy his insurance from." "The repetition of 40 million sales calls per week will be a definite, positive, competitive ad- vantage in carrying the company's message over the insurance time lag. When the prospect ctec ides finally to make his life insurance purchase, the history of repeated sales calls will have firmly imbedded the company's name — as the na- tion's No. 1 buy — in his mind.'' In other words, the typical spot radio advantages of enormous reach and substantial frequency are fully as important in "time lag" purchases such as life insurance, as they are in "impulse purchases" in the food and drug fields. Local talent tie-in. In addition to the use of life insurance salesmen for delivering localized sales pitches in spot radio commercials, Blair al- so recommends tieing in local sta- tion personalities in insurance selling. Pointing out that these personali- ties are the "backbone of today's community-minded radio," Blair sa\s. "their names are local house- hold words." They are well-known, respected, and looked up to. in their individual markets. Their implied endorsement of a life in- surance company will add Eurthei trust and confidence in the com- pany's insurance story." Insurance personalities. As part of the program to enlist station names in the life insurance "radio spectacular," Blair proposes that each of the personalities in the mar- kets used (approximately seven (Please turn tn page 57) SPONSOR 1 October 1962 43 IN 6 OF AMERICA'S TOP 10 MARKETS ALL SIGNS POINT TO 44 SPONSOR/ 1 October 1962 I i NATION'S LARGEST MOST POWERFUL INDEPENDENT RADIO-TV CHAIN With a fluid flexibility, RKO-General delivers the right audience, in the right places and in the right frame of mind for your specific message. Whatever your product or sales approach, RKO-General can build a made-to-order combination radio and TV audience in six of the top ten markets plus one of the South's richest areas. Want breadth? RKO-General blankets regions where 70 million consumers live, work and buy. Want depth? RKO- General's imaginative and adult programming brackets the areas of affluence to reach the people most likely to reach for your product. Your message hits hard because it doesn't have to fight listener apathy. It goes straight to big-buy, big-wallet audiences that react fast in the RKO-General target markets. R K 0 GENERAL That's why RKO-General stations are basic to any national advertising buy. Facts, figures and effective results await you when you call your local RKO-General station or your RKO-General National Sales Division man. Call now . . . you'll be that much ahead. NATIONAL SALES DIVISION OFFICES New York: Time & Life Building . . . LOngacre 4-8000 Chicago: The Tribune Tower 644-2470 Hollywood: 5515 Melrose HO 2-2133 I San Francisco: 415 Bush St. . YUkon 2-9200 Detroit: Guardian Bldg. . WOodward 1-7200 Atlanta: 1182 W. 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To find out how you can get your share of world markets by exhibiting at a U.S. Trade Fair, contact the United States De- partment of Commerce — field offices in 35 major cities. Or write: Secretary Luther H. Hodges, United States De- ^?»^ partment of Commerce, Washington 25, D. C. You'll sffc$* get a prompt reply. '♦«».«•* BUILD YOUR BUSINESS BY BUILDING AMERICA'S EXPORTS Published as a public service in cooperation with The Advertising Council and the United States Department of Commerce. The world is your market place. From South America to South Asia there's an immediate need for furniture, construction equipment, appliances, plastics, aluminum. The list is endless. And so are the business opportunities. International Trade Fairs are among the many services spon- sored by the United States Department of Commerce to help businessmen take advantage of growing overseas markets. U.S. products exhibited at these trade shows have been seen — and bought — by more than 80 million people in 39 countries. Example: Almost a million dollars worth of earth-moving equipment was sold at a single U.S. Trade Fair — at New Delhi, India. ! 46 SPONSOR/ 1 October 1962 TIMEBUYER'S CORNER Media people: what they are doing and saying The latest word along Madison Avenue has it that "Ocky is avail- able." To those who labor in the New York timebuying arena, Ocky is Morse International's Octavia Dowrick. Ocky, who at one time worked for one of the larger Gotham rep firms, joined Morse Inter- national when she decided to take a (ling at the other side of the busi- ness. She left the agency a couple of weeks back and is now looking around for another timebuying job. Also on the availability list is Ogilvy, Benson & Mather's Bert Hopt. Bert, who bought for such accounts as Lucky Whip and Good Luck Margarine, hasn't quite made up his mind as to his next move. Right now he's "taking it easy." OBM, in the meantime, is mum on who's taking over Bert's accounts. C Buyers learn advantages of Alabama "combination" buy Mart) Mills (standing, 1), Meeker Co. director of research and promotion, explains coverage of two Alabama markets. Others (1-r): Lucian Chimene, Harold Veltman, IWT; Hugh Smith, exec. v.p. WCOV-TV, Montgomery; F. E. Busby, exec. v.p. WTVY, Dothan; Doris Corrigan, timebuyer JWT The way Boston admen turned out to see ABG TV's new fall pro- graming unveiled during WNAG-TV's "Night of Stars" party last week, it looked like the SRO sign would be unveiled also. Among those spotted in the crowd: Ingalls' Harold Turin, K&E's Frank Wil- liams, Cabot's Joseph Wallace, Len Tarcher of Sackel- Jackson, BBDO's Richard Howe, Camden's M. A. Halpern, Sutherland-Abbott's John Spofford, Herbert W. Frank's Sidney Berenson, Harry and Bo Bernstein of Bo Bernstein, Providence, Hoag 8c Provandie's Tom Bowen, Lloyd's Stephen Burke, Chambers, Wiswell 8c Moore's Dick Brugman, Reach, McClinton 8c Humphrey's Damon Carter, Sacks Linda Freedman, Fuller 8c Smith 8c Ross' Earle Levine, Hicks, Greist k O'Brien's Esther McQueeney, and McCann-Erickson's Jack Lawlor. (Please turn to page 49) SPONSOR/ 1 October 1962 "Congratulations on adding a wonderful world of information to the wonderful world of music. We love it." "Who would have thought that I would ever look forward to wak- ing up? Your new morning show is responsible." Letters like these — not to men- tion l-don't-know-how-many phone calls — are becoming routine around our WEZE offices. So may- be I'd better explain what we've done to our 6 to 9 format. No we haven't changed the Wonder- ful World of Music; we're still the New England station that plays only the world's favorite music and avoids rock 'n' roll and other hullabaloos. What we've actually done is punctuate our music with numerous service announce- ments, short bulletins on the news headlines, weather, traffic conditions and a little humor. WEZE's audience has always been an unusually responsive one, and the response to this "highlighting" of our morning program was immediate and en- thusiastic. And these listeners aren't merely paying attention to the music and the service an- nouncements, either; any of our advertisers would be happy to tell you that these people really listen to the commercials, too. That's one reason why we have more local advertisers than any other station — among the people who know the New England market firsthand, WEZE is considered to be the most profit-producing sta- tion to advertise on. Are you offering your clients the big, wide-awake WEZE audi- ence? Phone me at Liberty 2-1717 in Boston if you'd like more details, or contact your nearest Robert E. Eastman representative. Sincerely, (JLkWu*JL lU( Arthur E. Haley General Manager Other Air Trails stations are: WIZE WKLO Springfield Louisville WCOL WING Columbus Dayton 17 NOW CLEARLY IN VIEW AND ARB PROVES IT! SEPTEMBER 1 1 THROUGH 14, 1962, ARB TOOK A COINCIDENTAL METRO RATING IN SYRACUSE. HERE ARE THE ENLIGHTENING RESULTS. TIME WNYS-TV STATION "X" STATION "Y" 5:00-5:30 P.M. Superman 11 7 7 5:30-6:00 P.M. Amos 'n' Andy 10 12 6 6:00-6:15 P.M. Weather— News— Sports 9 8 11 6:30-7:30 P.M. Adv. In Paradise 11 8 7 48 SPONSOR/ 1 October 1962 TIMEBUYER'S CORNER Continued Reminiscing with former timebuyer Brute Houston who joined Eastman's New York sales staff two weeks ago revives the memory of a Chicago ad pro, the late Evelyn Vanderplough of Arthur Meyerhofl. Miss Vanderplough, as many in the business will recall, was killed in a plane crash three years ago en route to a Florida vacation. Bruce remembers that it was his friendship with the veteran media director that got him into timebuying, despite his leaning towards the selling end of the business. So, fresh out of college, Bruce joined Meyerhoff and for several years bought for such accounts as Wrigley. Two years ago, he switched to selling by joining Chicago's GHI-Perna. Boston admen toast ABC TV's fall programing Smiling viewers of ABC TV's new fall programing at WNAC-TV, Boston, "Night of Stars" (1-r): Jean Starke), media dir.. [ngalls; William Oranburg, v.p., Jerome O'Leary; Helen Horrigan, media dir.. Charles F. Hutchinson; Louise Doherty. media dir., Jerome O'Leary: Win. Rockett, a.e.. Hutchinson Agency-hopping dept.: Foote, Cone & Belding's Walter Reed, senior broadcast buyer on TWA, Savarin, and Angostora Bitters, moved to Gumbinner as broadcast media supervisor. John M. Wussow, formerly with Klau-Van Pietersom-Dunlap, Milwaukee, is now working out of Foot, Cone & Belding's Chicago broadcast media department; and Mary Meahan who bought for such accounts as International Latex and Quaker Oats at Lynn Baker, New York, has switched to Fuller &; Smith &: Ross, New York, to buy for the agencies newest account, Lestoil. Back in business after a 10-month, 11-day hitch with the reserves at Fort Eustis, Va., is Benton Sc Bowles' Jerry Walters. When the call i ante, Jerry was buying on Ivory Snow. He's now on Post cereals. Returned vacationers: Morse International's Orrin Christy; Benton |& Bowles' Bob Gorby; and Donahue & Coe's John Waschin. ^ SPONSOR 1 October 1962 TOBACCO NETWORK HAS PERSONALITY PE0EEAMMIN6 NOW 14 daily program features on N. C. Regional Radio Net Regional Neivs D Sports D Weather Commentary Q Farm Reports 8 POPUtAR PERSONALITIES AVAILABLE: Full sponsorship/Spot participations/Adjacencies (Also Merchandising and Promotion) BUY UP TO 28 STATIONS AT GROUP DISCOUNTS OR SELECT ONLY THE N. C. MARKET YOU NEED! Get Regional Saturation with local "Main Street Radio" coverage... Rep: T-N Spot Sales -rOB^cco N.Y., Chicago. f^JsvJ Atlanta, Raleigh radio NETWORK WSBT-TV Towers Over The South Bend Market With a new 10-4"' tower and a 8 0. 0 0 0 watts. WSBT-TV is the most powerful station in Indi- ana and Michigan. We now serve an 8,000 sq. mile area centered bv the rich South Bend-Misha- I waka-Elkhart metro zone. Within this WSBT-TV ' market are over 1,000,000 residents! Bj rating (see any ARB i. plant and able personnel WSBT-TV towers over the South Bend market. Ciet all the facts before your ncxi 1 V buy in South Bend. WSBT-TV S O Utr H BEND. INDIANA Channel 22 Paul H. Raymer, National Rtprestntativc 19 SALES MANAGER GETS BONUS! FINDS WHLI sland * -4TH LARGEST MARKET IN U.S.-A SEPARATE, INDEPEND- ENT AND DISTINCT MARKET "Nassau-Suffolk (Long Island) accounts for more Apparel Sales than 35 states and its S31/4 Billion Retail Sales out- ranks the following major metro markets: Philadelphia Dallas Detroit St. Louis Cleveland Milwaukee Washington, D.C. Seattle Boston Minneapolis Houston Pittsburgh San Francisco Kansas City Baltimore Atlanta Long Islanders listen, and are loyal to WHLI because WHLI pro- vides exclusive programs and services that are vital to resi- dents of Long Island. r ► 10,000 WATTS WHLI AM 1100 FM 98 3 MEMPiTIAO IONC ISltNO. N. T. ik uowe o PAUL CODOFSKY, Pres. Cen. Mgr. JOSEPH A. LENN, Exec. Vice-Pres. Sales REPRESENTED by Cill-Perna 'SPONSOR BACKSTAGE Continued O'Brian out of shooting the town sheriff at the end of the show, but this almost seemed like an afterthought to justify the title of the series and the participation of the title character. Unless subsequent stanzas of this hour and a half saga of the sagebrush are sharpened up considerably and in many directions I believe it will have a rough time bucking Wagon Turn, CBS Re- ports and other opposition, and the participating sponsors of the show will find themselves pitching to considerably less an audience than the time slot and costs would seem to warrant, ft will have to Le a good prog, am to outdo, or even keep up with, the competition. And talking about participating sponsorship, I wonder what the recent studies of viewer recall and sponsor identification are indi- cating these days. The Virginian came on at 7:30 and an hour and ten minutes later, at 8:40, there were five spots in rapid succession: a house plug for the Hazel show; a telephone company plug: a pitch for Dino gasoline; a Bristol-Myers spot; and a final ad for Sociables crackers. Socially-minded sponsors? All reports following the telecast of "The Teen Age Smoker" indi- cate it was a very cold and objective look at the relationship between cigarette smoking and cancer, with particular emphasis on the younger people. Since CBS bills roughly $20,000,000 worth of to- bacco advertising on its network, the mere fact that the web would have the courage to telecast the program in the first place is note- worthy. I am indebted to Jack Gould, the New York Times able television editor, for the information that the show not only pulled together the many loose ends on the subject but dealt rather fully with the television commercials on cigarettes and the part they play in introducing young people in the United States to smoking. Jack also pointed out that the show revealed the significant fact that in England the cigarette manufacturers have agreed not to advertise on television before nine o'clock, a gesture toward reducing the num- ber of younger people exposed to their pitches, and at the same time keeping their spots in prime time. But since cigarette billings in the U. S. are so high, it is doubtful any such recommendation will be made to sponsors here. There is little doubt that some of the executives in some of the cigarette companies will protest the program. George Allen, presi- dent of the Tobacco Research Institute, has already made the charge that the show was a one-sided presentation against tobacco. But I believe a large number of them will not protest the CBS Reports documentary on their product. I believe that among many business- men, advertisers and agencies included, in virtually any line of en- deavor there is a new awareness of social responsibility. I think CBS believes this, and this accounts in large measure for its de- cision to run the program in spite of the multi-million dollars worth of billings they are presumably jeopardizing — the kind of courage highlighted by the Defenders abortion program, which, admirably, is becoming more frequent. The Paley-Stanton network hasn't been wrong too often in the past. If it had, it wouldn't be heading for the biggest profit in its history this very fiscal year. Maybe making profits in networking, cigarette manufacturing or advertising is becoming more and more compatible with social consciousness. ^ 50 SPONSOR/ 1 October 1962 SMALLER MARKETS (Continued from page 32) gional rep his home office can and will put him in his place; in turn this does not help the station. The trick here is to develop the food and drug brokers, wholesalers, retailers, and chain operators. WRGB, in Schenectady, N. Y., has, over the past four years, developed product distribution maps and lists for every food, drug, candy, petrol, appliance and supermarket prod- uct in their area. Each distribu- tion map is superimposed on the station coverage map and there is a separate map for each broker, wholesaler, and product. Conceived and implemented by Robert F. Reid, marketing manager for the General Electric stations, the dis- tribution by coverage area data has been an invaluable door opener for national business. The national advertiser will not hesitate to slap down his own em- ployee but he'll listen when a su- permarket or a broker suggests a station. This WMTW-TV, on Mt. Washington, New Hampshire, knew and developed, over a four- year period, into a 300% increase in national business. From the beginning this station had coverage in Maine, New Hampshire, and Vermont, had the 83rd market, Portland, Me., in its pattern, and served a multiude of small communities separated by mountains that were a bugaboo for any national advertiser when it came to marketing and retail pro- motion. Portland was the ware- house center and the First Na- tional, A&P, Red & White and Rexall Drug chain regional head- quarters; and Portland got the business. By contacting the broker and wholesalers, the retailers and su- permarkets, Mt. Washington -TV built acceptance, sold the idea that they blanketed most of the super- markets and chainstores north of Boston, translated this into local and regional billing and (hen na- tional spot. First National Stores and then A&P bought the station, then the other chains followed suit. A year later HR&P and station manager Robert L. Mavnaid had the documentation for a presenta- tion that resulted in acceptance of WAVE-TV gives you 28.8% more HOUSEWIVES —28.8% more viewers, minimum! Since Nov.-Dec, 1957, NSI Reports have never given WAVE -TV less than 28.8% more viewers than Station B in the average quarter-hour of any average week! And the superiority during those years has gone as high as 63.6% more viewers! More viewers = more impressions = more sales! Ask Katz for the complete story. CHANNEL 3 • MAXIMUM POWER NBC • LOUISVILLE The Katz Agency, National Representatives SPONSOR/ 1 October 1962 51 iiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiM WHAT ARE YOUR PHOTO REQUIREMENTS? "HADIBUTKNOWN" Vv hen we show a prospective client jusi a few samples of our publicity photography, he more-than-likely ex- claims, "Hadibutknownl" This puzzles us for a moment but then he con- tinues, nodding with approval. "Such fine photos," he says, "such fair rates ('did you say only $22.50 for 3 pic- tures, $6 each after that?') — and such wonderful service ('one-hour delivery, you say?') — why, had I but known about you I would have called you long ago." Well, next thing he does is set our name down (like Abou Ben Adhem's) to lead all the rest of the photographers on his list. Soon, of course, he calls us for an assignment and from there on in he gets top grade photos and we have another satisfied account. (Here are a few ol them: Association of National Adver tisers — Advertising Federation of America — Bristol-Myers Co. — S. Hurok — Lord & Taylor — New York Philharmonic — Seeing Eye — Visit- ing Nurse Service of New York.) Why don't you call now and have our rep- resentative show you a few samples of our work? BAKALAR-COSMO PHOTOGRAPHERS 111 W. 56th St., N.Y.C. 19 212 CI 6-3476 the area as the 54th market. The implied strength of a super- market, in this area, telling a na- tional advertiser that "We use only WMTW-TV" was only part of the impact. Because the station had cemented its local contacts they could get data to prove to a poten- tial advertiser what the station had done and could do. 6. Promote the market. The lower on the list of ranking mar- kets the more a market needs over- all rather than competitive pro- motion. As more than one agency- man said: "The smaller the mar- ket the more everyone in that mar- ket wants national advertising. In- stead of fighting each other they might take a tip from a much greater market (Nashville where three tv stations started a joined promotion drive) and get together to boost the town or the area or the region. The trouble is the smaller they are the less likely they are to think big." Minor market tv management also faces another problem, one that has serious implications for all of video. In their drive for more revenue and higher profits few are thinking of tomorrow. Management pushes the station manager who pushes the sales man- ager who pushes the rep and the salesmen. As fast as someone shows any ability to deliver dollars he is snapped up by a station in a high- er market. The smaller markets are running sales schools for the medi- um and major markets; and no one is getting a real grounding in the basics of advertising or television. fust as major league baseball today has expanded beyond the ability of its farm system to pro- vide the talent required, just so is television depleting its farm system by drafting its executives before they are truly ready. ^ IRTS TOP MEN (Continued from page 35) from every branch of the radio/tv industry. All facets. Digges said IRTS "is one helluva organization!" He said it offered worthwhile things to "all facets of the industry" and like other officers of the society, he singled out such organization attri- butes as the Timebuying and Sell- ing Seminars, the Round Table luncheons, the Collegiate Broad- casters Conferences, the monthly Newsmaker luncheons, the Gold Medal Award Dinners and the Production Workshops which will be reactivated this semester. Nor is the social aspect of IRTS some- thing to be overlooked, said Digges. Since radio and television today are global matters, it was logical that the society change its name, Digges observed. "Television is global and most people in IRTS are involved in global aspects of tv," he noted. "Moreover, there is quite a community of foreign broadcasting officials, many from England, Australia, Japan and other lands stationed here — and these are logical candidates for membership in our organization." He pointed out that some 300 or more foreign broadcasters visit CBS alone every year and that many of these visitors attend IRTS func- tions as guests of network execu- tives. Digges also envisaged the day when IRTS would be far more active in other American cities as well as in key cities overseas. Real spark plug. As in many or- ganizations, there is always one in- dividual who must perforce tie all the strings together and perform the arduous leg work so necessary if an organization is to operate smoothly. In the case of IRTS it is Claude Barrere, its executive di- rector. This energetic figure, who has been with the organization vir- tually since its inception, said the objectives of the society have al- ways been very clear. "To serve all areas of broadcasting and allied fields," he told sponsor. He said that a perusal of the 25 or more diverse activities of IRTS will con- firm that essentially all of them satisfy this requirement. Serves industry. Members of the organization did indeed feel, be- fore the change in the name of the organization was made, that the elimination of the "vague yet confining word 'executive' would certainly broaden the membership base." Said an RTES board memo at the time it was proposed to change the name: "There is cur- rently no single umbrella society or grouping in our industry. This 52 SPONSOR/1 October 1962 vacuum will be filled and we come closest to it now (but) we should be in a position to expand." What all these noteworthy IRTS developments point up sharply, friends ol the society say, is that the membership is more deter- mined than ever to serve the in- dustry and its people. But, above all, as the IRTS credo puts it, "to promote and in- crease a sense ol responsibility among all who are engaged in com- munications that they may be worthy of the challenge of our times." ^ MOTOROLA (Continued from page 38) cial time to show the full line of consumer products and emphasize special models; to provide strong merchandising support to the trade; and to attract recruits for Motorola's dealer lineup. Negotiations for the specials were finalized late in the summer. Mo- torola, started immediately to in- tegrate merchandising lor a hard push at the retail level. From the beginning, audience-building was of prime importance for best ex- ploitation of the specials. This was accomplished by newspaper ads on tv pages the day of each show; dealer window and in-store displays for each show; advertising to the trade, and bonus offers to dealers. Motorola's three-special series kicked off on 27 September, with the Carnegie Hall Salute to Jack Benny (CBS TV) , co-sponsored by Kitchens of Sara Lee. The merchandising leader on this show was a stereo receiver la- beled The Carnegie Hall Salute, priced at $299. The item was se- lected, says Farris, because Motoro- la believed that a higher priced model would be in keeping with the show's tone and the cast of classical music artists. Within a 90-second commercial — the theme ol which was "concert hall per- formance" and featured Isaac Stern — the price was flashed just once. On this first show, Motorola in- troduced a two-minute corporate commercial. A high-level institu- tional, it depicted Motorola's his- tory, beginning with a painting ol founder Paul Calvin thinking "What if cars had radios?" It re- flected on Motorola's electronic contributions during World War II; established the importance ol Motorola communications equip- ment in civil protection by police and fire departments; showed the recent space program participation by Motorola; the company's new ideas in stereo-hi fi, all-transistei portables, tv receivers built into Drexel-styled cabinets; and winds up on a things-to-come theme, stressing Motorola's new slogan used widely both in print and tv, "The new leadei in the lively arl ol dec ironic s." Award winner. The commercial won for Motorola the Hermes Cold Itoph\ Award ol the Chicago Fed- erated Advertising Club last spring — an award based on composition and technique, ability ol the adver- tising to create sales. Motorola's next offering, on 2!) October, was the second hour of the two-hour drama, Power and the Glory (NBC TV), with Breck co-sponsoring. Motorola used this show as a vehicle to emphasize the Ivan Tymoff, of Moscow Agencygrad. didn't make the Tricorn Club Maybe you shouldn't blame Ivan. After all, some U.S.A. time buyers still don't realize the No. 1 North Carolina market in population, households and retail sales is that filthy rich "tricorn" of Winston-Salem, Greensboro and High Point. Ivan had better know it's way up there in capitalists, communes and collective spend- ing—or he'll really look bad to the membership committee of the Tricorn Club. Now surely you don't want to be an Ivan in your agencygrad. You won't be if you just remember those facts ... and order some time on WSJS-TV to boot. We like to get paid in dollars — but we'll accept rubles if you believe in Uncle Sam, salute the WSJS-TV tower, and swear allegiance to the Tricorn Club. . „ . . ° source U S Census TELEVISION WINSTON-SALEM GREENSBORO HIGH POINT Represented by Peters, Griffin, Woodward, Inc. SPONSOR 1 October 1962 upper end of its consumer prod- ucts line. There was a six-minute total of commercial time. The "What If?" documentary was re- peated, and two 90-second pitches — one stressing the reliability of Motorola consumer products and how they are constructed to mini- mize service calls. The other dealt with Drexel cabinet craftsmanship, along with Motorola technical know-how, and showed the full line of tv and stereo models. In a one-minute commercial Motorola plugged its latest all-transistor car radios. It was apparent that al- though Motorola has come a long way since the days when road signs spread the word of its car radios, the company was not forgetting its 30-year leadership in this field. Sponsorship of The Power and the Glory — dealing with an ethical controversy — brought both bouqets and brickbats from the public, Far- ris reports. On 1 1 December, Motorola pre- sented its tour de force — The Bing Crosby Christmas Special (ABC TV) , splitting the tab with Timex. This was the blockbuster to hypo Christmas sales, and in the three- Motorola's promotion and mer- chandising efforts had gained mo- month span since the first special, mentum, but were now accelerated. In audience-building, for instance, in addition to tv page newspaper ads, ads ran in Tv Guide. News- paper ads were run, too, on the day after this special. A tv receiver was designed espe- cially for the occasion, tagged The Bing Crosby Christmas Special. It featured a four-function remote control unit and was priced at $229 competing with prices of portables. Enhancing the deal was a free roll- about cart, a $19.95 value, in- cluded with purchase. Dealer windows featured the Christmas motif, with a head of Crosby wearing a Santa hat. Win- dow banners read, "Merry Christ- mas from Bing and Motorola." Motorola used the Christmas Special to show every item in its line as gift suggestions — from tran- sistor and clock radios, portable tv receivers, and portable stereos to high-styled cabinet models and consoles. But the major push was for The Bing Crosby Christmas Special — and in this commercial, which featured a comic Santa dem- onstrating the model, its price was flashed twice, as opposed to the one time flash for The Carnegie Hall Salute model on the first show. An informal telephone survey conducted by Motorola in 50 cities prior to the beginning of the tv campaign indicated a serious lack of consumer awareness on brand name. A similar survey conducted following the Crosby Special showed a noticeable difference in response, according to Farris. He believes that the specials played a significant role in up-grading the Motorola brand name. At sponsor press time, nothing had appeared on the horizon com- parable to what they had last year, according to Farris, who maintains that Motorola is seeking something really spectacular. The Telstar de- but, he maintains, would have been an outstanding opportunity for an advertiser to gain real prominence — but it happened too fast, he says, and there was no ad- vance notice of the event. ^ ~^«_. ~ *+.— *.,—*. KANSAS $24,000,- 000,000 ■VlOrlCGf OKLAHOMA OVERNIGHT FROM JACKSON, MISSISSIPPI 70,000 retail establishments with total sales of 11 billion dollars Jackson is halfway between Dallas-Atlanta and New Orleans-Memphis. WLBT channel 54 NEW ORLEANS GULF OF MEXICO HOLLINGBERY ■ W JT W channel 12 KATZ SPONSOR/ 1 October 1962 WASHINGTON WEEK What's happening in U.S. Government that affects sponsors, i npTnoro 100 / «_ "" agencies, stations 1 OCTOBER 1962/ c*w-ight ib«2 E. William Henry, almost unknown in Washington, ran into no opposition whatever to his appointment as an FCC commissioner: His Senate subcommittee confirmation hearing was perfunctory. It took less than half an hour, despite the importance of the job he will be expected to assume. He was expected to take his seat on the FCC today, 1 October. Henry had obviously been advised not to rock any boats, the less said the better. He had no prepared statement for his hearings, answered questions as briefly as possible, and some- times permitted his questioners to answer for themselves — as they frequently did. Nevertheless, Henry managed to create a strong impression. It was very much in the Minow mould — that of a young and ambitious man who does not believe that the best regulation is the least regulation. Only two Senators showed up to question Henry, Strom Thurmond (D., S.C.) and Ralph Yarborough (D., Tex.). Subcommittee counsel Nick Zapple, probably for this reason, engaged in the rare act of questioning on his own. Lack of Republican probing may have prevent- ed the drawing of a clear picture of Henry as a member of the FCC. Most of the questioning expressed worry lest Henry fail to be tough enough on the pet peeves of the questioners. It might have been possible to achieve a more rounded picture, if there had been questioning from the angle of whether Henry might regulate too strictly. Even failing this balanced questioning, and also taking into account the fact that impres- sions at such hearings can be deceptive, it still seemed quite likely that Henry will resemble Minow not only in youth, ambition, and perhaps even in headline speeches, but also in regulatory zeal. Although few questions were asked, it seemed that Henry threatened often to consider station performance, commercialization or overcommercialization, sex and violence, etc., at li- cense renewal time. He also conceded he knows little about the fields he will have to regulate, but it was obvious that he has been studying. And that his mentors have been from the Newton Minow-Kenneth Cox ranks, rather than from among those who oppose that view- point. In brief, it seems rather definite that Minow has gained a vote. This, in turn, makes necessary another look at the rollcall of votes. Minow has complained that he often lacks the votes to carry his ideas within the FCC. It would seem this will be true only seldom after Henry begins voting. While commissioners in the past have defied labelling — current commissioners who will often keep you in doubt until the voting is actually over are Ford and Lee — Henry appears to share many of Minow's ideas. Add Bartley on most votes, and you can count on either Ford or Lee to back Minow most of the time. This would mean that Minow will probably win 4-3 on matters he has been losing by that count and even by 5-2. Of course Bartley is himself often unpredictable, so along with the difficulty of placing Ford and Lee definitely in advance on any question and the still potent possibility that Henry may surprise, anything at this stage must involve considerable speculation. However, at the minimum Minow's hand has been strengthened. Depending on how much the Henry vote will strengthen Minow, it may be possible at last to learn how Minow will actually go if he can command the necessary majority. 0NS0R/1 OCTOBER 1962 55 I9i" SPONSOR HEARS 1 OCTOBER 1962 / Copyright 1962 A round-up of trade talk, trends and tips for admen 56 Joe Culligan, now chief of the Curtis publishing spread, doesn't seem to be practicing what he used to preach about the potency of radio as a sales force and in the area of imagery transfer. The Saturday Evening Post hasn't used the medium on anything approximate to a reg- ular hasis since April. The SEP's only current relation to radio is some testing of local strength as compared to newspapers and tv. Not so long ago it was a regular on CBS. It's hard to believe that the great P&G would have trouble getting tv network acceptance for one of its products, but it's happened. The instance: a paper diaper called Pampers. The verbotten sign has gone up at NBC TV because the Pampers copy refers to the diaper as "flushable." P&G has been testing the same copy and product on tv in Peoria. Considering its topbrow appeal and its two-hour length, the Lincoln Center Opening Night special on CBS TV last Sunday night chalked up an extraordinary percentage of station clearances. A total of 182 stations took the event, while only 12 turned it down, the largest market of these being Austin. The Arbitron and Nielsen overnights on the telecast were quite disparate. Ar- bitron gave it an average tune-in of 28 with the NBC TV and ABC TV flagships run- ning behind by 17.2 and 14.6, respectively, whereas Nielson scored Lincoln Center, 22.6, the NBC TV parallel strip, 24 and ABC TV, 18.9. Reports have it that Interpublic will really be in a position to go public after its London-based agency, Pritchard, Wood & Partners, Ltd., ensconces itself with ample American tentacles. P-W-P is established in New York and San Francisco via its acquisition of Victor Bennett, having had offices already in Paris, Hamburg, Sydney and Sao Paulo. The expansion of P-W-P will, as the story goes, rivet Interpublic's status as an international communications holding company, with the empire embracing three American-based agencies, two international agency operations and a raft of affiliated Interpublic services. NBC TV's sales department found out that when the news department says no it means no and that the thumbdown even applies to the sponsor. The central figure of this joust of wills was a member of Lorillard's top brass who was bent on witnessing one of the America's Cup races from the news depart- ment's boat covering the event. Lorillard had bought half sponsorship of the contest's tapes, but news held that the boat was for the working staff only. And that's the way it stood despite multiple coun- terarguments and attempts at intramural stringpulling. Prominent among topics of Madison Avenue luncheon table chatter last week: 1 ) J WT's breaking of tradition when it agreed to bring over members of the Listerine account group as part of the transfer from Lambert & Feasley. 2) The derogatory reviews of the new network tv shows are quite out of harmony with the good ratings most of them have been getting. SPONSOR/ 1 OCTOBER 1< INSURANCE (Continued from page 43) per station) be given a sales pitch by a local insurance representative lor a $10,000 five year term lile insiiiance policy. (The cost of insuring 175 per- sonalities in the top 25 markets is estimated at $15,000.) Advantages to the life insurance company, says Blair, are these: 1. The personality will com- pletely understand the company's story, service features, and back- ground. His enthusiasm will be reflected in the greater conviction he can give the on-the-air lead-ins and lead-outs to the commercial. 2. The personality, in introduc- ing the insurance salesman, can now give personal endorsement to the listening public — "I myself am insured by his company." 3. The insurance salesman, in Hm. iking his on-the-air pitch, can refer to the fact that all the ac- cepted personalities on the station ha\e the insurance protection he is selling. Special "motivation" aid. In ad- dition to the insuring of personali- ties device, Blair also recommends another creative spot radio tech- nique— the "motivation" story Under the Blair "radio spectacu- lar" plan, each of the station per- sonalities will cut a record outlin- ing a single motivating story about life insurance — what happened to a family in a particular situation I which did not have insurance pro- tection when tragedy struck. Blair recommends that the rec- ords of these "motivation stories" J be cut at each local station with the i insurance company providing the |!copy material and the local district office bearing the cost. The in- 1 surance salesman would take with him on at-home calls, the record j which best fitted the particular |. prospect he was trying to sell. Such a technique, of course, e brings spot radio's sales power in tt the point of sale — to the pros- ►ect's own living room. Summary of recommendations. Radio story for insurance adver- ts isers can be learned from the fol- je owing Blair summary of one typi- j al insurance pitch. nV 1. Perfect meshing of potential. jITie radio potential delivered b\ the plan meshes perfectly the in- surance potential your company is trying to rea< h. 2. Family scheduling. Announce- ments are scheduled to reach the highest proportion of men without neglecting the ability to be able to convince their wives of the im- portance of life insurance. 3. 40.0 Reach. Your company will achieve a truly spectacular rat- ing in each operating market. 4. 40 million calls weekly. Each call is made by one of your own salesmen. 5. Value in repetition. Frequent delivery of your company's sales message guards against memory loss, and is particularly important in dealing with the "time lag" in insurance selling. 6. Giant image. Such a schedule is bound to create an image of your company as the biggest name in life insurance. 7. Degree of difference. By using actual voices of your own salesmen on the air to create a feeling of warmth, sincerity and friendliness, you will score a coup over all com- petition. H. Ease of access. The introduc- tion oi salesmen on the ah will enable youi men to jump that most important sales obstacle— getting ovei the threshold and into the home. When youi man calls, his image <>l friendship and sincerit) has preceded him. 9. Sales enthusiasm. The spol "radio spectacular" plan is bound to generate enthusiasm and healthy rivalry among the men in your dis- trict offices, as they compete for the position of on-the-air spokesmen. 10. Personality insurance. The device of insuring station personali- ties will provide great sales am- munition for your company's sales- men, and add stature to your com- mercials. 11. In-home sales aid. Records of "motivation stories," cut by local radio personalities, will add power to the in-home selling of your own men. 12. A franchise buy. In adopting the "radio spectacular" plan you will be creating a franchise buy for your company that no other com- petitor can approach. ^ Responsible-Mature-Resultful Radio in Dayton, Ohio 980 KC 5000 WATTS DAY & NIGHT Mature Programming Mature News Mature Promotion AFFILIATED STATIONS WPDQ, JACKSONVILLE, FLORIDA & WHBC, CANTON, OHIO GENE CARR, PRESIDENT NATIONAL REPRESENTATIVE: VENARD, TORBET & McCONNELL, INCORPORATED ,r7 'ONE INCORPORATED 1? P0NS0R/1 October 1962 57 "SPONSOR-WEEK Advertisers Continued Boys night out Marty Ingels and John Astin, stars of ABC TV's "I'm Dickens . . . He's Fen- ster," flank Janice Hall, WNAC-TV, Boston, weather girl, at season launch Miss Award Movie Gloria Bartl made the rounds of De- troit newspapers to fete editors with popcorn announcing kick-off of WXYZ- TV post-'48 Screen Gems' features Agencies flock to Luau on the Lurline KABC-TV, San Francisco, rented the luxury liner to entertain clients and agencies in style. Among the 250 attending, 1-r: Dick Beesmyer, ABC Spot Sales, L.A.; Nancy Cummings, Y&R, S.F.; Ray Jones, Y&R, N.Y.; Dick Atchison, stn. acct. exec. Media strategy got a verbal going over by R. M. Budd, Campbell Soup director of advertising, speak- ing to the National Industrial Con- ference Board on media evaluation. Budd heralded the progress made in the areas of linear pro- graming, total audience surveys, demographic breakdowns of media audience and in many other areas of the quantitative aspects of me- dia evaluation. The future requires, however, much more in the way of qualita- tive analysis of media, he said. In tv, information is needed on spon- sored program versus participating minute, dramatic program versus family situation comedy, etc. Sidelight: Campbell has gone on a daytime network tv splurge as a result of a computer-processed study made by BBDO on media evaluation for the account. To reflect the importance of the Midas operation, International Parts Corp. has changed its corpo- rate name to Midas-International Corp. Midas, one of the three major divisions of the company, is the franchising organization for a chain of nearly 400 muffler shops and nine brake shops through the U. S. and Canada. The other two divisions are In- ternational Parts, auto parts dis- tributor, and Powell, which dis- tributes mufflers and related ex- haust parts through automotive wholesalers and warehouse distrib- utors. Financial report: Hunt Foods and Industries reported net earnings for the fiscal year ended 30 June of j $13,664,000 from sales of $372,- 1 000,000 compared with 1961 earn- ings of $13,083,000 from sales of, $324,000,000. The total for 1962 1 included $26,000,000 in W. P. Ful- ler sales. Hunt acquired Fuller last March. Kudos: R. Parker Long, trade pro- motion manager for Quaker Oats' Ken-L-Products division, has been elected chairman of the Pet Food Institute. 58 SPONSOR/ 1 October 1962 PEOPLE ON THE MOVE: Harry F. Schroder, advertising and mar- keting, Val B. Diehl, international ■Derations and assistant to the pres- ident, and Robert M. Schaeberle, assistant to the president, to vice presidents at National Biscuit. Agencies The purchase of Klau-Van Pieter- som-Dunlap by publicly-held Po- laris Corp. (17 September SPON- SOR) has created epiite a furor in the industry and elicited answering comments from agency president George J. Callos. Accusing the sceptics of being at least 20 years behind the times, Callos insisted that the agency will not lose its independence as a re- sult of the new ownership. He pointed to specific advantages of the new operation: • private ownership is more apt to drain funds to meet pressing personal needs than a publicly-held corporation, where there is no such incentive. • the Polaris purchase provides the agency with substantial capital, a large scale computer system with 35 programing and systems special- ists in applications such as market research. With the acquisition of the $5-mil- lion Listerine and Pro-phv-lac-tic Brush Company accounts, J. Wal- ter Thompson let it be known that a number of Lambert & Feasley >ersonnel will be joining JWT. L&F people expressing a desire to join JWT were interviewed and selected for assignments to various !(WT accounts. Portland's newest advertising agen py, Griffis Smith Associates, has ust opened up shop at 1010 SW 1 4th Avenue Heading up the new office reorge P. Griffis, formerly •resident and manager of the P;i ific National Advertising Agency. Also resigning from Pacific Na- ional and joining Griffis Smith re Don E. Smith, who also for- nix managed the agency's offices Spokane and Lewiston, Ida., and esley R. Miller. Hammer joins the sales team Leonard Hammer (e). Seven Arts ysociated's new directoi ol station representa- tive sales, is welcomed aboard by Donald Klauber (1), vice president and national sales manager, and Robert Rich, vice president and general sales manager Spreading closed-circuit cheer In town to launch the "Mickey Mouse Club" on WRC-TV, Washington, D.C., Mickey, Donald Duck and Clarence Nash, entertained at Alexandria Hosp. Milky's Party Time John Stewart, Twin Pines Farm Dairy pics., signs for IL'th year ol IT show on WWJ-TV, Detroit. Seated: Louis II. Luckofl (1). agency pres.; sin. mgr. Frank Sisson. Standing: Alan LnrkofT (1), bdest. tlii . ; Leonard Guion, stn. rep Signs for new national sales rep WSLS-TV, Roanoke, v.p. and gen. mgr. Horace Fitzpatrick inks in contract ap pointing Katz as national sales rep. Ed Codel, Kate v.p., and Cih rrevilian, sin. national sales mgr.. look on. Appointment takes ellcct today, I Octobei P0NS0R/1 OCTOBER 1962 59 Appointments: A-Drive Auto Leas- ing Systems to Metlis & Lebow for newspaper and radio . . . Eldon Industries to Wade Advertising, Los Angeles . . . Standard Oil of California ($500,000), institutional, from BBDO to D-F-S, San Fran- cisco. BBDO retains the product and service portions of the account . . . Carte Blanche of Los Angeles to Leo Burnett, Chicago, from Grey . . . Listerine ($5 million) to JWT from Lambert & Feasley . . . Heritage House Products to Wer- men & Schorr . . . U. S. Industries' new Consumer Products Corp., Niagara Falls, to Roche, Rickerd & Cleary . . . The Ansa Fone Corp. of Inglewood, to Hunter/Willhite Advertising . . . Florists' Telegraph Delivery Assn. ($2 million) to Campbell-Ewald. The account us- ually buys network tv as partici- pant in the Tournament of Roses Parade. Top brass: John L. Southard to senior vice president and manage- ment account supervisor on the Colgate-Palmolive account at Len- nen Sc Newell, from Papert, Koe- nig, Lois . . . T. L. Stromberger to the newly-created post of western region senior vice president at Fuller 8c Smith Sc Ross. New v.p.'s: Fred C. Walker at Hen- derson-Ayer Sc Gillett Advertising, Charlotte . . . Robert N. Harris at North Advertising, Chicago . . . Roy F. Segur, director of research, at Lawrence C. Gumbinner. PEOPLE ON THE MOVE: Rob- ert Kowalski to associate director of Young Sc Rubicam's media rela- tions and planning department . . . Charles W. Liotta to the com- mercial production department of N. Y. Ayer . . . William D. Buckley to program coordinator and assist- ant to Walter Tibbals, vice presi- dent-broadcast operations, Norman, Craig Sc Kummel . . . Dave Morse to account executive at Sullivan, Stauffer, Colwell Sc Bayles . . . Richard H. Seeler to the media de- partment of Knox Reeves, Minne- apolis. Retirement: Howard G. Rose, N. W. Ayer vice president, retired this month after almost 35 years with the agency. Associations The NAB has formally registered industry objections to FCC's pro- posal on public inspection of net- work-affiliate contracts. In asking that the commission withdraw the proposal, the NAB said present rules on public dis- closure are adequate to protect the public interest, with the proposed revision aiding only competitors. The West Virginia Broadcasters Assn. elected new officers at their annual fall meeting. Elected for a second term were: Mel Burka, WTIP, Charleston, president; A. G. Ferrise, WMMN, Fairmont, vice president; Don Hays, WKAZ, Charleston, secretary- treasurer. Tv Stations Whereas most tv stations post a red flag on the subject of non-inte- grated piggyback commercials, it would seem that the gentler form of the commercial phenomenon has station sanction. Such was the opinion passed on to the NAB and the 4A's by the SRA, which got a 46% response from stations (covering 78% of all tv homes) to 509 letters on the sub- ject. Some of the fine points: • 72% disapproved of announce- ments shared by two different manufacturers, even if logically re- lated and smoothly bridged. • 52% approved piggybacks from the same manufacturer advertising two products. • 87% of the above stipulated that the commercial's products must be integrated to give the ap- pearance of one continuous an- nouncement. • 55% stated the present NAB Code is too lenient on the subject of piggybacks, 43% said the Code is fair and 2% said it is too restric- tive. ^ Cosmetics and toiletries, drugs, confections and soft drinks paced overall network and spot tv billing growth of $11 million in the first half of this year over the six month period a year ago, TvB reported. Gross time billings, network and spot, for cosmetic and toiletry ad- vertisers were $88,882,590 in the first half of 1962 against $70,904,- 277 last year. Billings for drug products in 1962 were $73,405,670 against $62,011,358 in 1961, while billings for confection and soft drink advertising were $42,453,245 compared with $31,362,933 last year. TvB has set up some awards in the hope of stimulating more aggres- sive selling on the local level. Awards will be given for the best station-market presentations (dead- line for entries is 31 October) and for the most outstanding salesman (competition closes 31 January). Sports notes: KDKA-TV, Pitts- burgh, will carry at least eight away-from-home Pittsburgh Hor- nets ice hockey games during the coming season . . . The National Brewing Co. of Baltimore, which has sponsored "Strikes 'n Spares" for five consecutive years on WBAL-TV has just signed a new two-year contract for continued sponsorship of the live bowling show. New franchises: WTTV, Indian- apolis, and KLRJ-TV, Las Vegas, have become the 12th and 13th stations to sign franchise agree- ments to undertake the Commu- nity Club Awards merchandising plan this fall. PEOPLE ON THE MOVE: Kurt Blumberg to business manager of WNEW-TV, New York . . . E. Robert Nashick to manager of ad- vertising and sales promotion forj KPIX, San Francisco, replacing Robert L. Smith who has retired . . . Peggy Stoops to traffic man- ager of WCHS-TV, Charleston, W.I Va. . . . John E. Hinkle, Jr. to business manager of WTAE, Pitts- burgh . . . Richard A. Feleppa to coordinator of sales service for WOR TV, New York. Kudos: Jack Fern, news director ofj KDKA-TV, Pittsburgh, has been named vice president of the Penn- sylvania News Broadcasters Assn. . . . Douglas L. Manship, president and general manager of WBRZ TV, has been elected president o! the Baton Rouge Chamber ol Commerce for the coming year . . 60 SPONSOR/ 1 October 1965 F. Van Konyenburg, executive vice president and general man- ager of WCCO-TY and radio, Minneapolis-St. Paul, was recipient of the Gold Knob award from the Minneapolis Downtown Council for his company's policy of em- ploying women in vital jobs. Equipment Jerrold Electronics is marketing a new line of wide-band microwave equipment for the 12 kmc frequen- ( \ band recently allocated by the FCC for private industrial and commercial users. The equipment was designed for the rapidly growing applications for microwave in the field of closed circuit video systems, message com- munications and control. The mosl immediate application is the com munity antenna system industry where the stability of microwave transmission is highly desirable for carrying tv signals over long dis- tances. New products: Kahn Research Lab- oratories, Freeport, L. I., N. Y., has developed Echoplex, a new time diversity system for transmission of speech over rapidly fading radio channels. Two or more time spaced signals can be sent and re- ceived without added channel space. Off the press: EIA's reference on the U. S. electronics industry, pub- lished by the association's market- ing services department is in a new and colorful magazine-size format. Copies of the yearbook may be ob- tained at $2 each from the EI A. 1721 DeSales St., N. W., Washing- ton 6, D. C. "PEOPLE ON THE MOVE L. Berkley Davis, vice president and general manager of GE's electronic omponents division, has been named chairman of the EIA Or- ganization Planning Committee lor 1962-63 . . . Frank Whitten, manager of the electronic products lervice division of Philco and Wil- iam F. Rueger, vice president, gen- eral counsel and secretary of Syl- ania Electric Products, to chair len of EIA's Service and Law Com- nittees. P0NS0R/1 OCTOBER 1962 Fm Kudos: WFMT, Chicago's Studs Terkle, won the Prix Italia lor his opus "Born to Live," a composite of interviews, narration and music expressing the hope of man to keep his dignity in an atomic age. The show was aire don the station 6 July. Here & there: WTIC (FM), Hart- ford, will begin broadcasting musi- cal programs in stereo on 14 Oc- tober. PEOPLE ON THE MOVE: Her- man Maxwell to the new post of sales manager of WTFM, New York . . . Lee S. Abbott to sales manager of KRAV, Tulsa, new stereo fm station scheduled to be- gin broadcasting in November . . . Gene LaBrie to vice president of the Concert Network. Radio Stations Ten major showings of its newest sales presentation are planned by WOWO, Ft. Wayne, before the end of this month. Cities included are Indianapolis. Muncie, Milwaukee, Chicago, Kan- sas City, St. Louis, Detroit, Toledo, Lima and New York. The presentation sets out the facts of the 15th radio market in a showmanship manner, using color slides, music, pi-charts and the voices of the station's an- nouncers to give the sales pitch. Ideas at work: • WSB, Atlanta, took advantage of last month's elections for a lis- tener poll of its own. The station's afternoon show "Family Fair" asked listeners for unusual elec- tion bets made on the governor- ship race. • Another Nebraska State Fair caravan trip sponsored by WJAG, Norfolk, was a complete success. Some 382 Nebraskans went to the Fair on busses run by the station. • WCKR, Miami, and the local Pepsi Cola Bottlers promised Dade County drivers that if there were no fatalities due to traffic accidents over the Labor Day holiday, they would give away free Pepsi's to everyone. Alter an accident-free weekend, safety wagons were sei up at three shopping centers and complete on the- air promotion and lull page newspaper ads invited all Dade Count\ residents to partake. Over 100,000 free chinks were given out. • KXOL, Ft. Worth, had a turn- out of more than 1,500 listeners in the back-to-school promotion it ran for the three local Kinney shoe stores. That many came to sign entry blanks in the selection ol a Cinderella and Prince Charm- ing for each store. The Spanish Language Network will meet 5-7 October in Dallas. On the agenda: nation-wide pro- graming and sales promotion. President of the network is John K. Redfield, KIFX, Phoenix. Sports notes: The complete 1962 football schedule of Notre Dame U. will be offered by WLS, Chi- cago, under sponsorship of Ap- pollo Savings Sc Loan Assn. . . . Phillips Petroleum has signed for the Boston College football games on WEEI . . . WIP, Philadelphia, will broadcast Princeton football games for the fifth consecutive sea- son. Lincoln-Mercury Dealers will sponsor . . . KRUX, Phoenix, has the Arizona State University foot- ball games, which will also be carried on a special state-wide hookup . . . Bamburger's depart- ment stores will sponsor the 10- game schedule of Syracuse U. games on WJRZ, Newark . . . WSPD, Toledo, football coverage this year will include the Fighting Irish of Notre Dame, Cleveland Browns pro games. University of Toledo Rocket games . . . WWJ, Detroit, continues a 38-year tradi- tion this fall with coverage of the U. of Michigan football games. Promotion piece: KYW is distribu- ting a panel card presentation re- lating the facts and figures storx ol what it tet ins the Entire Cleveland Market. The panels are in color. Happy anniversary: KFRC. San Francisco, celebrated its 38th year on the aii 21 September. Record- ings of station figures of 88 vears ago were broadcast. Vmong KFRC alumni: Ralph Edwards and 1 1, uold Peary. 61 Social notes: More than 300 De- troit agency time buyers and me- dia people enjoyed a rare, medium rare and well done evening recent- 1\ at a hugh outdoor cookout party on the grounds of WXYZ. Jingle service: Columbia Christian College in Portland, Ore., has just inaugurated a jingle production service with its choral department. Designed specifically for small-mar- ket stations, proceeds from the service will be used to finance the Communications department. The winners: Louis West of J. Walter Thompson, New York, won first prize, $100, in the WAPE, Jacksonville, timebuyers rating prophecy contest. Ten other time- buyers won Westclox wake-up clock transistor radios and all en- trants, 173 agency people, got blue- enameled silver dollars. Affiliation: WSET, Glens Falls, N. Y. has joined the Northeast Radio Network, which serves 31 am and fm stations in upstate New York and Pennsylvania and is owned by Ivy Broadcasting. PEOPLE ON THE MOVE: Ste- phen Trigg to general manager of KOSA, Odessa, Tex. . . .Fred Rawlinson to account executive at WTOP, Washington, D. C. . . . Alan Michaels to public service director of WHK, Cleveland, re- placing Sylvia Arnold who re- signed to join the local chapter of the American Institute of Bank- ing . . . Kenneth L. Draper, for- merly program manager for KEX, Portland, to program manager of KYW, Cleveland . . . Maurice R. Povich to publicity director of WWDC, Washington, D. C. . . . William A. Merrick to vice presi- dent and general manager of KBMN, Bozeman, Mont. . . . Rob- ert E. Davis to vice president and general manager of KCAP, Helena, Mont. . . . Fulton Wilkins to gen- eral manager of KEX, Portland . . . Del Markoff, Todd Branson, and Maury Levin to account execu- tives at WYNR, Chicago. Kudos: WWCO, Waterbury, re- ceived awards from the Junior Chamber of Commerce . . . Worth Kramer, president of The Good- will Stations, has been appointed to the Michigan Cultural Commis- sion by Governor John B. Swain- son. Networks Kudos: The American Humane Assn. presented an Award of Merit to ABC for "establishing proce- dures to assure compliance with high standards for the care ami handling of animals in television" . . . ABC newsman Howard K. Smith was honored by the Radio- Television Directors Assn. with its annual Paul White Memorial Award as "the man who has con- tributed most to broadcast jour- nalism in the past 12 months" . . . Portions of an NBC Radio "Moni- tor" interview with Attorney Gen- eral Robert F. Kennedy on the subject of Communism in the U. S. have been inserted in the Congres- sional record. PEOPLE ON THE MOVE: George Kolpin, veteran CBS TV sales ex- ecutive, has resigned after 26 years with the network to head his own station, KDMO, Carthage, Mo. . . . James Aberle to sales manager, ex- tended market plan, CBS TV . . . Dale J. Danenberg to administra- tor-commercial coordinator, CBS TV . . . Douglas S. Cramer to ABC TV as director of program plan- ning. Reps Last week saw some musical-chairs shifting of personnel at both H-R and John Blair. Cal Cass, an account executive with H-R Television, New York, for the past seven years, is taking over as manager of the H-R At- lanta office. He'll be replaced in New York by Frank Moran, for- merly a Bates timebuyer. Bill Mc- Rae, H-R's southern division man- • ager for the past two years, moves to midwestern radio sales manager of the Chicago office. At Blair, Peter R. Allen, a sales executive in the Detroit office, is moving to New York. He'll be re- placed in Detroit by Robert J. Ward, a sales representative with WCAR. _ Rep appointments: KTRB, Mo- desto, to the J. A. Lucas Co. on the West Coast and Jack Mazla in the East . . . KBIG and KBIQ (FM), Los Angeles, to Advertising Time Sales . . . WVIP, Mt. Kisco, to Mort Basset . . . WPEN, Philadel- phia, to AM Radio Sales . . . WMAS, Springfield, Mass., to Venard, Tor- bet & McConnell . . . KID, Idaho Falls, which has just joined the Silver Dollar Network, to George P. Hollingbery, from Walker-Ra- walt . . . WPOP, Hartford, to the newly-formed Mid-West Time Sales, Baltimore and Kansas City, for re- gional sales in St. Louis, Kansas City, Memphis, Omaha, Des Moines, and Dallas. PEOPLE ON THE MOVE: Lucille A. Stern to director of research and sales development at Bernard Howard. Film The 1962-63 season is barely un- derway but film companies are ready to roll pilots for the network season beyond. Particularly active is United Ar- tists Television, which has just set a deal with Leslie Stevens' Daystar II STATEMENT REQUIRED BY THE ACT OF AUGUST 24, 1912, AS AMENDED BY THE ACTS OF MARCH 3, 1933, AND JULY 2, 194(3 (Title 39, United States Code, Section 233) SHOWING THE OWNERSHIP, MANAGEMENT, AND CIRCULATION OF SPONSOR, published weekly at Baltimore, Mary- land for October 1, 1961. 1, The names and addresses of the publisher, editor, managing editor and business managers are: Publisher: Norman R. Glenn, Mamaroneck, New York. Exec. Vice President: Bernard Piatt, Port Chester, New York. Editor: John E. McMlllin, New York, N. Y. 2. The owner is: SPONSOR Publications Inc., \r,\ Vnik. New York. Stockholders owning or holding 1 percent or more of the total amount of stock: Norman R. Glenn. Mamaroneck, N. Y. ; Elaine C. Glenn, Mamaroneck. N. Y. ; Ben Strouse, Balti- more. Md. ; Ruth K. Strouse, Baltimore, Md.J William O'Neil, Cleveland, Ohio; Henry J Kauf- man, Washington, D. C. ; J. Bloom, New York, N. V ; Pauline H. Poppele, New York, N. Y. ; Judge M. S. Kronheim, Washington, D. C. ; Nor- man Reed, Washington, D. C. ; Adele Lebowitz, Washington. D. C. ; J. P. Williams, Dayton, Ohio ; Jerome Saks. Washington, D. C. ; Catherine K. Koste, Hawthorne, N. Y. ; William B. Wolf, Washington, D. C. ; Bernard Piatt. Port Chester, N. Y. 3. The known bondholders, mortgagees, and other security holders owning or holding 1 percent or more of total amount of bonds, mortgages 01 other securities are: NONE. 1. Paragraphs 2 and 3 include, in cases where the stockholder or security holder appears upon (lie books of the company as trustee or in anj other fiduciary relation, the name of the person or corporation for whom such trustee is acting; also the statements in the two paragraphs show the affiant's full knowledge and belief as to the circumstances and conditions under which stock- holders and security holders who do not appear upon the books of the company as trustees, hold stock ami securities in a capacity other than that of a bona tide imnei. "i. The average number of copies of each issue it ibis publication sold or distributed, through the mails or otherwise, to paid subscribers during the 12 months preceding the date shown above was: "()79. (This information is required from daily, weekly, semiweekly, and triweekly newspapers only.) Bernard Piatt Exec. Vice President Sworn to and subscribed before me this 12th day of September, 19ii2. SEAX.: Bernard M. Trager (My commission expires March 30, 1964.) 62 SPONSOR/ 1 OCTOBER 1962 Productions to shoot five hour-long and one half hour pilot lor ABC TV. Walter Schwimmer, the Chicago tv producer-syndicator, is still rid- ing high on his "World Series of Golf" spectacular. His latest coup with the color opus: a foreign version currently being edited by Schwimmer. It's the original, cut down to a black- and-white hour, and it will be shipped oil to Ireland, Rhodesia, Sweden, Denmark, Japan, Aus- tralia and Great Britain, where contracts have already been signed. Sales: Allied Artists Television's "Bomba the Jungle Boy" features io seven more stations . . . Twen- tieth Century-Fox Tv's "Adven- tures in Paradise" to nine more stations, upping total markets to 64 ... United Artists Tv's "The Story of . . ." to four Triangle sta- tions: WFIL-TV, Philadelphia, W \BF-TV, Binghampton, WNHC- 1 V. New Haven, WFBG-TV, Johnstown-Altoona; and "Ripcord" renewals to Foodtown and Fact-O- Bak (WAIT,- 1 V, Baton Rouge), Fil-A-Bil Service Stores and I [olmes Pontiat (K I BS- 1 V, Shreveport) , K I Vk. Phoenix, and KGUN, I ut son. and new sales to W I. SI. -TV, Roanoke, and \\ | \( I \ , Johns town-Altoona . . . Seven Arts volumes loin and five of 93 Wainci Bros, and 20th Century-Fox tea tures to WCBS-TV, New York, WCAU-TV, Philadelphia, and KMOX-TV, St. I.oids. New properties: David Susskind has signed to produce a new series of .'5!) episodes of "Open End" for distribution by NTA . . . Victor Borge Selden Associates (VBS) will package and produce six hour-long specials for syndication called the "Tv Six Pac." Sales are being han- dled In TV Marketeers in this country and by Fremantle Inter- national overseas . . . Screen Gems will produce a pilot based on com- mando activities during World War II, aimed for the 1963-64 sea- son and titled "The Commandos." . . . Association Telefilms is offer- ing a "World's Film Fair" pack- age of 24 travel, space exploration, ami international relations films. Subjet I mallei is tied in lo exhibits thai mighi be found al a W oi Id's Fair. International entente: Youngsters in Australia, New Zealand, the Philippines, Hong Kong, (Thailand and Malaya will soon be watching Rompei Room in iheii own Ian guages undei an agreement sinned b\ Romper Room International. Inc. and Fremantle International. I he I <> \e.ii < onli at I li( enses I i < mantle to franchise the children's i\ kindergarten show foi li\e and lot al produc tion in these < ounti ies . . . ITC has entered into a produc- tion-distribution agreement with Pied I'ipei Ltd. and Allan Wargon Ltd. for a new series, "Mi. Piper," consisting of 39 hall-hour filmed entireh in color. |ust stalling pro- duction, the scries has been sold to the Canadian Broadcasting Corp. (CBC) and Associated Television Ltd. (ATV). Financial report: Screen Gems re- ported net income for the fisi.d \e.n ended 30 June of $3,466,293 Newsmakers in tv radio advertising o, «•»» Cal Cass, account executive with H-R Television, New York, for the past seven years, has been named manager of H-R's Atlan- ta office. He began in 1919 as salesman and then manager ol the Atlanta office of Burke, Kuipers & Mahone\ and later went to the radio-tv arm, Ra- Tel. He was also with WINS, New York; Adam Young, Inc. Neal J. Edwards has been named managei ol WMAL-TV, Wash- ington, I). C. He'll continue to supervise the station's sales ac- tivities. Edwards has been WMAL-TV sales managei since Decembei 1953. 1 Ie c ame to the station from WTTG. Washing- ton, where he'd been a sales rep- resentative and sales managei loi si\ yea] s. George A. Graham, Jr., new vice president, NBC Enterprises divi- sion, has been with NBC since 195.'}. He started as tv account executive and was thereafter in charge of tv kid show sales, di- rector of sales planning, vice President of NBC Radio and, n March 1960, was named vice •resident and general manager )1 the radio network. E. Robert Nashick has taken over as advertising and sales pro- motion managei foi KP1X. San Francisco. He has held the same posi at K.TLA, Los Angeles, lie- lore that he did similar work with Westinghouse's K.YW-TV, ( Cleveland; Bisc ayne I elet ision's WCKT-TV, Miami; Storer's WGBS-TV, Miami; WXEL-TV and W|W. Cleveland. PONSOR/I October 19G2 63 after taxes, as compared to $2,665,- 371 for fiscal 1961. This is equiva- lent to $1.37 per share as against $1.05 per share the preceding year. Colorcasting note: Five more sta- tions have just ordered color prints of Seven Arts' Warner Bros, fea- tures for fall telecasting, making a total of 33 stations colorcasting the films. PEOPLE ON THE MOVE: Ed Grower, Dick DeMaio and John Hoffman to house producers at Videotape Center . . . Boh Johnson to head of Canadian sales for UAA . . . Buddy Faher to tv contract manager at Seven Arts, replacing Jeremy Hyman who moves to SA's London office. Kudos: Leonard Hirschfield, vice president and staff cameraman of VPI which produces tv commer- cials, made a movie while on leave from the company. Called "David and Lisa." The film won the Ven- ice Film Festival award for the best first-feature effort by a direc- tor. Station Transactions KERN (AM & FM), Bakersfield, has been sold by the McClatchy Broadcasting Co. for a total consid- eration of $145,000. New owner is Radio KERN, a new California corporation headed by Roger H. Stoner. Stoner was, until recently, sales manager of KYA, San Francisco. Associated with Stoner is J. Ward Wilkinson, who owns and operates Associated Advertising Counsellors advertising agency in Oakland. The sale was handled by Hamil- ton-Landis &.- Associates. The sale of KEX, Portland, Ore., by Westinghouse Broadcasting has been finalized. New owner is Golden West Broadcasters, which also owns KVI. Seattle. Sign on: KMEX-TV, Los Angeles, all-Spanish uhf outlet, began broad- c asting 30 September. "On the air": WITI-TV, Milwau- kee, started broadcasting from its new 1,078 foot tower on 17 Sep- tember. Thomas J. Swafford, recently-re- signed CBS vice president and gen- eral manager of WCAU, Philadel- phia, has acquired KDEF (AM & FM), Albuquerque. As president of White Oaks Broadcasting Co., Swafford will de- vote his full time to the manage- ment of the station. Selling price: $175,000. Public Service Deadline for submitting nomina- tion for the Thomas Alva Edison Foundation national station awards for serving youth is 15 December. The local tv and radio station winning the honor will receive an Ldison Scholarship of $1,000 to be used for college education, which the station presents to a high school senior selected by an appropriate committee of local ed- ucators. Its the eighth annual Edison award of its kind. Promotional materials have been forwarded to radio and tv stations alike from the United Nations in connection with the UNICEF Trick or Treat program. All stations are being urged by the UN to support this annual effort. Public service in action: • WTAE, Pittsburgh, in coop- eration with WQED and Indiana State College is telecasting a new. 18-week educational series called "Famine or Fortune," a discussion of approved conservation methods. • A filmed announcement on WX.YZ-TV, Detroit, for the YMCA which featured Mayor Jerome P. Cavanagh in a plea for viewers to learn mouth-to-mouth resuscitation technique drew 32,000 requests for the instructions. • WRCV, Philadelphia, is run- ning an audience contest on "What the United Nations Means to Me" daily through 20 October in ob- servance of UN Week. Statements of 50 words or less should be sent to the station. Prize: a UN Stamp Collection. Local sale: "The San Francisco Pageant," a 12-part series of public affairs programs scheduled on a monthly-basis, on KPIX, to Home Mutual Savings and Loan Assn. Kudos: The 1962 Span Award, for contributions to public understand- ing of the retarded, has been awarded to WJRT, Flint, for its documentary called "A Wind is Rising" . . . The Pennsylvania Turnpike Commission, Big Broth- ers of America, and American Op- tometric Assn. each cited WRCV- TV, Philadelphia, lor public serv- ice contributions in behalf of driv- er safety, juvenile delinquenc \ and good vision . . . The Radio- Television News Directors Assn. will honor KDKA, Pittsburgh, with its first place award for edi- torializing l>\ radio. Outstanding exclusive values in broadcast properties \ multiple station situation covering the nation's richest suburhan market. Fair earnings, superior fixed assets, and unlimited potential. $200,000 cash required, with unusually attractive financing on the balance. EAST $500,000 Absentee owned daytimer in an excellent 2 sta- tion market. Reasonable earnings and fine po- tential. Has FM. 29^c down. EAST $175,000 BLACKBURN & Company, Inc. RADIO • TV • NEWSPAPER BROKERS NEGOTIATIONS • FINANCING • APPRAISALS WASHINGTON, D. C. CHICAGO ATLANTA BEVERLY HILLS lames W. Blackburn M. W. Cassill Clifford B. Marshall Colin M. Selph lack V. Harvey William B. Ryan Stanley Whitaker c- Bennett Larson Joseph M. Sitrick Hub Jackson . . - ...... Bank of America Bldg. Gerard F. Hurley 333 N. Michigan Ave. °h" «■ "'"'l"" 9465 Wilshire Blvd. RCA Building Chicago, Illinois "02 Healey Bldg. Beverly Hills, Calif. FEderal 3-9270 Financial 6-6460 lAckson 5-1576 CRestview 4-8151 64 SPONSOR 1 October 1962 IVhy it pays to advertise your station in a broadcast book YOU PINPOINT YOUR BEST PROSPECTS I n a held where a select group of people really buys national time you look for the specialized broadcast book to carry your ad -ge. One reason is the logic of mak- ing your impression where the interest is greatest. Broadcast books are tailormade for people involved with tv radio advertis- ing matters. Another is economy. A>k your national representative. He'll tell vou there are onlv several thousand readers worth spending money to reach with your ad message. The books that offer box-car circulation figures also offer higher page rates and high- ffused readership. In a nutshell, specialized trade books run rings around non-spe- cialized books in ability to target . specialized audience in prac- tically any held. The broadcast advertising field, which has some outstanding books, is certainly no exception. a service of S P O N S O 'BUYER'S VIEWPOINT By S. Champion Titus Advertising and sales promotion manager Ampex Corp. What we looked for in a new agency When most advertisers start look- ing for a new agency, it's be- cause they are dissatisfied with their present agency. Not so with the Ampex Company. We had a unique need for a new agency. A year ago the company was completely decentralized into five autonomous operating product di- visions. We had five of everything — all going in different directions. The results were horrible. Few people knew what business we were in and practically no one knew the full scope of our busi- ness. Management consultants were called in. Their recommendations for reorganization called for cen- tralization in many areas, includ- ing advertising and sales promo- tion. So our unique need for a new agency was that we needed one to replace five. We invited agencies to make presentations. We heard eight half-hour preliminary presen- tations in two days and selected three finalists. Two weeks later we made our selection, 23 working days after beginning the search. So, finally, what were we looking for? In general, we were guided by the corporate reorganization direction of the consultants and new management. We were mov- ing from product orientation to marketing orientation— from divi- sional direction to corporate direc- tion. Our first requirement was for a marketing-oriented agency. At that stage we needed at least the skeleton of a corporate marketing plan as a base for a sound corpor- ate advertising plan, and we need- ed the help of a strong agency to help us pull it together. We looked carefully at the im- portance of the Ampex account to the agency. But the most important single requirement was people— the right people. We wanted a team that could work with our team with complete and mutual confidence particularly since our team was new. Here's what we found in the final presentations. In the area of marketing we saw too many adver- tising proofs, they didn't show us what the problem was, how they approached it and how advertising was contributing to the solution. We saw too many unrelated ex- amples of their work. They were HHHHI S. CJuunpion ("Champ") Titus, advcrtisi>ig and sales promotion manager for the Ampex Corpora- tion, has worked with Ampex in various capacities since 1960. Previ- ously he served at BBDO, Buffalo. In his talk before the San Francisco Ad Club, he describes the criteria used in selecting an agency for an account that is primarily industrial rather than consumer. very heavy on consumer advertis- ing, not industrial. Because the agencies knew us for our consumer products I don't think they both- ered to find out that less than 10% of our business is in consume? products. We saw too much on space ad- vertising alone, without proper re- lation to the total marketing job to be done. They overemphasized the importance and function of ad- vertising in the total marketing picture and end sale of the product, to the point that some of our people, particularly technical, didn't believe anything that was said. They devoted too much time to advertising alone with little or nothing on supporting materials, so important to an industrial ad- vertiser. There were many weak areas in the presentation of people. Some said that if they got the account they had the perfect account man lined up, and they would hire him or bring him in from another of- fice—they didn't even have him there. The principals talked too much. We knew we weren't going to work with them on a day-to-day basis and we didn't hear enough from those we would be working with. In general, there was a lack of industrial experience and back- ground, both in the agencies them- selves, and the people presented. An industrial advertiser feels his business is entirely different than consumer and wants to work with someone who talks his language. It is a matter of record today that the San Francisco office of Cunningham and Walsh is the new single agency for all Ampex advertising. They showed us case histories on a problem-approach- solution-results format. They had the best industrial consumer bal- ance. The full team was present, and they all participated with thei account executive handling the ma- jor share. The West Coast vice' president and the president had five minutes each. The appearance, of the president from New York was the clincher in proving thai the Ampex account would be oil major importance to them. It i; too early for facts to prove results but I can say their performance ha; exceeded their promises. 66 SPONSOR/ 1 October 196:1 'SPOT-SCOPE Significant news, trends, buys in national spot tv and radio iiuiic This is the week for reporting upbeat developments in the spot radio camp, which seems finally to have gotten into the full swing of fall activity. A most notable report involves General Mills, which has opened its guns in the New England market. CM is running a schedule ol 12 news- casts per week on the 32 stations of the Yankee Network division oi RkO General, one of the largest single orders ever placed on Yankee and the only current use of radio by GM in New England. Campaign is on behalf of Betty Crocker Layer Cake Frosting Mixes. Stepping back into the medium alter brief hiatuses are Copenhagen Snuff and Associated Bulb Growers of Holland while Allis-Chalmers re turns after a five-year absence. For details of the A-C buy see item below. The Allis-Chalmers swing back into spot radio after a five-year hiatus from the medium was a very welcome note for the sellers of spot radio. The farm equipment manufacturer has enriched the spot radio pas- ture with a 75 major farm market buy in the U.S. and, in addition, 25 Canadian farm markets. A 10-week fall push, the campaign is being handled by Bert S. Citlins Vdvertising. Buyer: G. D. McConnell. For details of other spot activity last week see items below. SPOT TV BUYS Schluderberg-Kurdle, manufacturers of Esskay meat products, stalls this month in five of its mid-Atlantic markets with the Westinghouse Broad- casting Company hour-long family specials. Markets are: Baltimore, Washington, D.C., Lancaster, Pa., Richmond and Norfolk. Agency: VanSant Dugdale. 'illsbury is expanding the market list lor its Cake Decorator, lor which the initial order was placed about a month ago. Next week, S October, is the kick-off date for 21-week schedules beginning in new markets. )ay and fringe nighttime minutes aimed at the female audience arc '"equested. Agency: Leo Burnett. Buyers: Mar\ Lou Ruxton and Bob km ley. General Foods launches an extensive spot campaign at the end of this onth, 29 October, on behalf of Baker's Coconut Products. Schedules ill run for eight weeks. Day minutes with a women's audience are eing sought. Agency is Young & Rubicam and Tony Egan is doing the uying. 'hillips-Van Heusen is going in on 22 October with eight-week sched- les lor Van Heusen shirts. Time segments: nighttime and clay minutes nd chainbreaks. Agency: Grey. Buyer: Jerry Ret tit;. unshine Biscuits is looking lor programs in several markets lor a cam aign to run from II October through ,H January. The buying's being one out of Cunningham 8c Walsh and the buyer is Kit Powers. lOCiR 'ONSOR/1 October 1962 RAHALL RADIO STATIONS KNOWN .... for the company they keep in Prestige Advertisers! KNOWN .... for community Public Service! No. 1 RADIO Tampa - St. Petersburg, Florida Sam Rahall, Manager No. 1 RADIO flllentown-Bethlehem Eastern, Pennsylvania "Oggie" Davies, Manager No. 1 RADIO Beckley, West Virginia Tony Gonzales, Manager No. 1 RADIO Norristown-Philadelphia Area John Banzhoff, Manager ofcove stations represented nationally by H-R . . . New York also WQTY our station coming up fast in JACKSONVILLE, Florida National Rep., The Boiling Co. N. Joe Rahall, President 'Oggie" Davies, Cen. Manager 67 'SPONSOR President and Publisher Norman R. Glenn Executive Vice President Bernard Piatt Secretary-Treasurer Elaine Couper Glenn EDITORIAL DEPARTMENT Editor John E. McMillin News Editor Ben Bodec Senior Editor Jo Ranson Chicago Manager Gwen Smart Assistant News Editor Heyward Ehrlich Associate Editors Mary Lou Ponsell Mrs. Ruth S. Frank Jane Pollak William J. McCuttie Art Editor Maury Kurtz Production Editor Barbara Love Editorial Research Cathy Spencer Special Projects Editor David Wisely ADVERTISING General Sales Manager Willard L. Dougherty Southern Sales Manager Herbert M. Martin, Jr. Western Manager John E. Pearson Northeast Sales Manager Edward J. Connor Production Manager Leonice K. Mertz Sales Service Secretary Bette Solomon CIRCULATION Staff Jack Rayman John J. Kelly Mrs. Lydia Martinez Sandra Abramowitz Mrs. Lillian Berkof ADMINISTRATIVE Business Manager C. H. Barrie Assistant to the Publisher Charles Nash Accounting Mrs. Syd Guttman Reader Service Mrs. Lenore Roland General Services George Becker Madeline Camarda Michael Crocco Irma Feldstein Dorothy Van Leuven 68 'SPOT-SCOPE Continued Continental Baking is lining up minutes, 20's and 10's in a host of mar- kets to promote Wonder Breads. Schedules are to run in daytime, prime and late night periods for six weeks, kicking off 4 October. The agency is Ted Bates and the buyer is Art Goldstein. General Foods will launch a campaign for Log Cabin in mid-October. The search is for minutes and 20's from sign-on to sign-off for six weeks starting 15 October. The buy is out of Young & Rubicam and the con- tact is Pete Kelley. Scott Paper kicks off today, 1 October, on behalf of its tissues. Schedules are day and night minutes and 20's and they'll continue for 13 weeks. The account is at Bates and John Catanese is the buyer. Chesebrough-Pond's is buying for Cutex products. The request is for fringe-time minutes to start 21 October and run for four weeks. Agency: Doherty, Clifford, Steers & Shenfield. Buyer: Rita Venn. SPOT RADIO BUYS Copenhagen Snuff going back in radio this fall after a hiatus, will do it via a six-week campaign in the top 20 markets. Starting date is 8 October and minute ET's will be used. Agency is DCS&S. Norm Ziegler is the buyer. The Associated Bulb Growers of Holland is also returning to spot radio after a brief absence. The campaign gets off the ground early in October and is scheduled for a three-week flight. Minutes will be used in an undisclosed number of selective markets. The agency: Wexton. Buyer is Anita Blum. Burlington Hosiery is kicking off a five-week campaign for its support hose early in October. Activity centers around some 30 markets. M inutes are being used. Starting dates for the five-week flights vary with each market. Donahue & Coe is the agency. Pete Schulte is doing the buying. American Tobacco, through its three agencies, is alternating its ciga- rette products (Lucky Strike, Pall Mall, Tareyton Filters, Montclair) to lock up important spot franchises in the major markets. The campaign begins early this month and will continue through the end of the year. : Traffic hours are being used. The agencies involved and their respective buyers: BBDO, Hope Martinez; L. C. Gumbinner, Janet Murphy; SSC&B, Wayne Silbersack. S. A. Schonbrunn is going into selected markets with multi-station buys for Savarin. Schedules will run for 13 weeks, with the buying being done out of Foote, Cone & Belding. Candettes, Pfizer Products' medicated throat discs, is readying a 19-week campaign scheduled to break early in November. 30's and 10's are being sought in morning drive and housewife time. Virginia Burke is doing the buying out of Ted Gotthelf. SPONSOR/ 1 October 1962 Girl Watching in Eastern Iowa She's watching corn. L ,ET THE American Society of Girl Watchers take heed. Watching a girl watch corn has it all over plain girl watching. More room to swing your eyes. You could turn your head without being seen. You could even whistle, verboten though it be — it would sound like the wind rus- tling a tassel. Furthermore, the air s fresher, the sky's bluer — and fuller of refreshing WMT waves. also be 60 acres of commercial and educational exhibits, free parking, and a special roped-ofl area for Madison \ venue girl watchers. WMT. CBS Radio for Eastern Iowa Represented by the Katz Agency Affiliated with WMT-T\ . Cedar Rapids Waterloo; K-WMT. Fort Dodge; WEBC, Duluth Our farm department ( three farm-born col- lege graduates and a girl ) allows as how there's nothing prettier than an Iowa farm girl in an Iowa cornfield. See Exhibit A. This high-class corn-watching is taking place on the site of the 1962 Iowa Mechanical Corn Picking Contest, due October 9. on the Root and Stanerson farms south of Belle Plaine. Like to enter? Bring your own mechanical corn picker. Or. if \ ou prefer to be a mechanical corn picker watcher, stand over there — with the 12.000 to 15,000 other spectators expected. WMT and the Belle Plaine Jaycees sponsor the annual event. There will Exhibit A 20% of the food distributed through Houston warehouses is consumed by families in Beaumont/Port Arthur/ Orange. If your spot television budget is based on wholesale distribution figures in Houston, you're missing one-fifth of the consumers. If you put your television dollars on any other station in the Beaumont/Port Arthur/ Orange market, you're missing 43% of the :-\ viewers. Peters Griffin Woodward CBS KFDM-TV CHANNEL 6 ntUUVED 0CT 8 1962 NBC GENERAL SPONSOR THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE 8 OCTOBER 1962— 40c a copy / $8 a year TIMEBUYING: ITS 10 BIG CHANGES p- 33 How the ad job market shapes up today P- 37 BIGGEST CONCENTRATION OF RICH DAIRY FARMS IN AMERICA $n the SEand o^ JAiik and \oney! GREEN BAY, WISCONSIN -. » fVANS. G«n«rol Woao9»' • ■•p'Otnwl b, HI I. . a New South Perhaps you haven't seen Atlanta lately? You'd be amazed the moment you step off the plane into our new twenty-million-dollar airport. And you would have to bring your market estimates up to date when you view the variety of elegant modern homes, shopping centers, churches, office buildings and major industries that have expanded this new metropolis since 1949 (the year WAGA-TV began telecasting). Outstanding test market — Here is a sophisticated Southern city — acclaimed as a favorite test market — that has jumped 54% in population in thirteen years ... to over a million! Here is a booming city, an expanding five-county industrial market unique in the Southeastern region || — a culture-conscious area that enthusiastically supports opera, concerts, theater, and art festivals. (New Atlanta blends the customs and tastes of residents who have come from all parts of the nation. t Only 23% of its citizens are natives. The result is a genuinely cosmopolitan city. Atlantans prefer WAGA-TV — If you're judging Atlanta television stations by outmoded stand- ards, you may be surprised to discover that Atlantans have kept pace with the new preferences in televi- sion programming. Because Atlanta is different, the Storer station has found the difference and created the programming to fit! Now the Atlanta station most respected and most viewed by adults is WAGA-TV. Such respect and discriminating attention have been earned through WAGA-TV's exclusive daily editorials on important local issues, complete PANORAMA NEWS coverage, and quality public interest (programming unapproached by other stations in the market. The Storer programming philosophy con- tinues . . ."famous on the local scene . . . for public service." Result? Advertisers prefer and specify WAGA-TV in the 23rd market! SRDS ranks Atlanta 23rd in retail and automotive sales, 24th in population, 25th in food, apparel and pas- ^feenger car sales among metropolitan areas; 23rd in the nation as a television market with WAGA-TV deliv- n sring the metro plus 61 more counties with 50% or more net weekly circulation? Small wonder WAGA-TV is overwhelmingly favored by local and regional advertisers— the people who know stations and our market best! 'I960 AHH Coverage Study \ H Represented by Siorer Television Sales f^^^k ^fe^l VEST -BUY STATION IN ATLANTA — AN INDISPENSABLE MARKET LOS ANGELES KCBS PHILADELPHIA u'ibc CLEVELAND ii 'j ir MIAMI II CHS TOLEDO irsm DETROIT irjr.K IMPORTANT STAT loss IS IMPORTANT MARKETS STORER BROADCASTING COMPANY NEW YORK II H\ MILWAUKEE II 1TI-TI' CLEVELAND Hill -Tl ATLANTA IVAGA-TI TOLEDO ii'srnrr DETROIT II IKK- 11 PONSOR 8 OCTO HER 1962 "Jeanne a" Are: The Trial" an original television drama by three Chicago housewives, presented on "Repertoire Theatre;' wbbm-tv's prime-time workshop series devoted to original dramas, classics, music, pantomime. "Decision at 83rd Street]'' a penetrating first-hand report on the integration problems facing Chicago today, and a provocative look at those most affected. A prime-time "special;' presented by the wbbm-tv News Department. 'The Wasted Years" a. specially filmed on-the-spot report revealing the hopeless monotony of prison life and chances of regeneration at Statesville penitentiary, a powerful documentary-editorial broadcast during peak viewing hours. "Battle for Asia: South Vietnam'.' first of a three-part on-location documentary prepared by Television Foreign Editor Carter Davidson, analyzing the government, people and problems of an embattled natioi ...a wbbm-tv News Department •'special;' seen in prime time. 'Music for a City" Dr. Dieter Kober conducting the Chicago Chamber Orchestra, in an evening-hour cona devoted to chamber works by Moz; Telemann and Heiden, originating in the studios of wbbm-tv. •n \e Changing Face of the City" an >ur-long review of the architectural . hievements of Chicago's current lilding boom, and their effects on le city's people. Aired in prime time, ; part of Television 2's continuing ■ See Chicago" series. metal Report: Africa" newsman Fnk Reynolds' two-part study of th political, economic and social tfcsions engulfing newly independent aeons, highlighted by exclusive *rviews and filmed footage gathered Jiing a 3-week tour of Africa, bradcast in prime time. What's the big idea? In a nutshell: to present to Chicago audiences a rounded picture of an ever-changing world-its accomplishments, needs and aspirations focused in meaningful perspective. Month after month, year after year, CBS Owned WBBM-TV originates the finest community service programs in Chicago television ... an abundance of regularly-scheduled series, as well as one-time "specials" all locally produced by Television 2's own award-winning staff. Documentaries, dramas, editorials, musicals and on-the-spot news reports of local and international events— the list is virtually boundless and growing bigger every day. An encompassing sense of what interests Chicagoans most— and the ability to deliver it— is a big reason most Chicagoans prefer WBBM-TV, the number one television station for the past 87 Nielsen reports. "The Mikado" Gilbert & Sullivan's operetta classic performed by the students of Evanston (III.) Township High School... and broadcast in its entirety in 90 minutes of prime evening time on wbbm-tv. Standing 2049 Feet Above Sea Level For Greatest South Texas Coverage For many years San Antonio's Channel 12 has been a leader In the metropolitan audience share. Now, with its new Sky Scraper maximum tower and maximum power ...this coverage has been extended to outlying communi- ties of the San Antonio trade area. The new Channel 12 Sky Scraper will add an estimated 185,000 homes to its coverage . . . the greatest unduplicated ABC network cover- age in the Southwest. San Antonio's ^tfh m Channel 12 MISSION TELECASTING CORP. • SAN ANTONIO, TEXAS IE THE KATZ AGENCY, inc. x. National Representatives j Even by Texas Standards! ij The New KONO-TV- Channel 12 ! SKYSCRAPER PRO gramming The big pros in Madison radio are on WKOW/1070. Each of these exclusive personalities is a leader in his field. ROY GUMTOW boy gumtow, Farm News Re- porter — each morning and again at noon. Roy's farm programs sparkle with person-to-person excitement. As WKOW'S Farm Director, he travels all of South- ern Wisconsin— more than 25,000 miles each year — to tape inter- views and address farm organi- zations. 10,000- watt WKOW, Wisconsin's most powerful full-time radio station, is the major listening post for all listening groups. First in total audience. First in total weekly homes, (ncs '61). WKOW/1070 delivers 28% more counties than station B. And 61% more than station C. Phone your H-R man for exclusive avails. CBS IN MADISON Wisconsin's Most PowerfulFull Time Station TONY MOE, Vice-Pres. & Gen. Mgr. Ben Hovel, Gen. Sales Mgr. Larry Bentson, Pres. Joe Floyd, Vice P res. represented nationally by H-R Cn333f \\=r Midcontinent Broadcasting Group WKOW-AM and TV Madison • KEtO-lAND TV and RADIO Sioux Falls, S. D. • WtOl- AM, FM Mpls.-St. Paul • KSO Des Moines 'SPONSOR SPONSOR-WEEK / News 8 OCTOBER 1962 Vol. \j No. 41 P. 15 Top of the News p. 11, 12 / Advertisers p. 58 / Agencies p. 59 / Associations p. 60 / Tv Stations p. 60 / Equipment 61 / FM p. 61 / Radio stations n. I Networks n R? / Ronrocoqtatives p. 62 / Top of the News p. 11, 12 / Advertisers p. 58 / Age Associations p. 60 / Tv Stations p. 60 / Equipment 61 Radio stations p. 61 / Networks p. 62 / Represent; Film p. 62 / Station transactions p. 64 / Public Servi p. ice p. 64 SPONSOR-SCOPE / Behind the news P. 25 COMMERCIAL COMMENTARY / Saleable flops P. 22 KEY STORIES TIMEBUYING: 10 BIG CHANGES / Timebuying today differs from what it used to be. Factors involved in this transformation: increase in facts and figures, new metro tv markets, computers. p 33 FAST ACTION SELLS DODGER-GIANT GAME / NBC salesmen sped selling play-oil broadcast with only 21 hours to game time. p Qg SITUATION WANTED: ADVERTISING MAN / Heads of a few New York employment agencies, specializing in the advertising field, take a look at the Madison Avenue job market today. p 37 HUMOR BREAKS THROUGH FOR YOGURT / Having solidified sales in '61, Breakstone's humorous '62 campaign continues rise. p 3Q FAST GROWTH OF TWO-SET TV HOMES / Media researchers are be- ginning to consider those 7 million tv homes with more than one set. How do they think these homes will afiect tv buying? p< 42 TV'S GREAT BUST-AND-CHEST BOOM / Debbie Drake has 260 epi- sodes in syndication. La Lanne's goal is 80 stations by the end of the year. Hills starts on Today with Matchabelli as sponsor. p_ 42 HOW TO SPOT A PRO REP SALESMAN / There are certain tell tale sit^ns which mark a rep salesman as a pro or rank amateur. p_ 44 CHEVROLET'S SIX-MINUTE COMMERCIAL / Last week Chevy intro- duced its '63 models with a dazzling six-minute tv commercial. Here's how and win the car-maker chose this approach. p. 4( SPOT SCOPE / Developments in tv /radio spot P. 7: TIMEBUYER'S CORNER / Inside the agencies P. 48 WASHINGTON WEEK / FCC, FTC and Congress P. 61 SPONSOR HEARS / Trade trends and talk P. 62 DEPARTMENTS 555 Fifth p. 13 / 4-Week Calendar p. 13 / Radio Tv Newsmakers p. 65 / Seller's Viewpoint p. 72 © 1962 SPONSOR Publications Inf. ,,, SPONSOR PUBLICATIONS INC. Combined with TV . USFM (g). Executive. zP/^^\* Editorial, Circulation, and Advertising Offices: 555 Fifth Ave.. New York 17. 212 Murray Hill « ^ljff)\'<»7-S080. Chicago Office: 012 N. Michigan Ave.. 312-664-1166. Birmingham Office: 3G17 Eighth Ave.* r>\f'|lHf7 So., 205 322-6528, San Francisco Office: G01 California Ave., Room HOG, 415 Yukon 1-8913.^ '^mm//o Los Angeles phone 213-101-8089. Printing Office: 3110 Elm Ave., Baltimore 11. M| J TELEVISION: WNEW-TV NEW YORK, N.Y. WTT6 WASHINGTON, D.C. KMBC-TV KANSAS CITY, MO. KOVR SAC-STOCKTON, CALIF. WTVH PEORIA, ILLINOIS WTVP DECATUR, ILLINOIS RADIO: WNEW NEW YORK, N.Y. WIP PHILADELPHIA, PA. WHK CLEVELAND, O. WCBIV1 BALTIMORE, MD. KMBC KANSAS CITY, MO. MAIN 1-4800 LOS ANGELES: 385-1414 SAN FRANCISCO: DOUGLAS 2-1945 I ■ Sales Management Survey of Buying Power — 1961 WRVA-RADIQ 50,000 Watts AM, 1140 KC 200,000 Watts FM, 94.5 MC Richmond, Virginia 1 ■ r.i m 1 IradioI 1 CODE 1 National Representative: PETERS, GRIFFIN. WOODWARD, INC. 'COMMERCIAL COMMENTARY by John E. McMillin The Case of the Saleable Flop "Don't you ever dare to say another word against Newton Minow," snorted my wife, kick- ing the coffee table in a spasm of feminine fury. "Don't you ever defend the networks to me," she went on relentlessly. "After looking at cheap, disgusting trash like that, I think Mr. Minow is entirely right. And don't you be mean to him." Are you listening, Newton? The immediate cause of this domestic explo- sion was the opening episode of The Virginian which Joe Csida re- viewed here last week. But we had been building up to it by watching the season pre- mieres of a couple of other tv turkeys, Sam Benedict and Saints and Sinners, and my wife, whose boiling point is amiably low, and who thinks I've been much too tough on the FCC Chairman ("He's really a very nice man") had reached the end of her patience. "Who do they think they are," she demanded, "insulting the pub- lic like that?" The "they" in this case was NBC which carried all three shows, but it could have been any of the networks, and what I tried to say in behalf of Mssrs. Sarnoff, Kintner, Adams, Werner et al, would have to be said, on other occasions, about CBS or ABC. No, I told her patiently, they are not dumb, they are not stupid, they are not vicious, they are not unprincipled, they are not deliber- ately trying to insult you, and they don't purposely set out to put on poor shows. "Well then, what's the matter with them?" she sneered. No cultural Carrie Nation Perhaps at this point, I ought to explain that my wife is no cul- tural Carrie Nation, determined to impose high brow tastes on a reluctant public with a flaming intellectual hatchet. Her own list of tv favorites reads like a Nielsen honor roll — Casey, Kildare, The Defenders, Wagon Train, Gunsmoke, Have Gun, Garry Moore, and she dotes on such diverse stars as Carol Burnett, Hunt and Brink, Mickey Mantle, Arnold Palmer (she loathes Jack Nick- laus) , Leonard Bernstein, and Paul Niven. In fact, it is the very orthodoxy of her tv tastes which makes her so hard to answer. How do you explain to such a critic? Why is it that year after year so many mediocre new shows are scheduled in prime evening time, and face inevitable doom? My own best explanation is what I call the "Theory of the Saleable Flop," and it is known to most of us inside, but few outside the business. Briefly, it's this: before any show gets on the air it must be sold — to producers, networks, stations, agencies, and advertisers. And the qualities which make a show saleable are seldom the qualities which make it good, solid, or popular. In fact, the more promotable a new show is, the more suspicious of it you should be. Two and a half years ago I sat in Chicago and listened as Henry (Please turn to page 30) 22 SPONSOR/8 October 1962 ;Hl FJERNADINE Pat Boone, Terry Moore Janet Gaynor KISS THEM FOR ME Cary Grant, Jayne Mansfield AUNTIE MAME Rosalind Russell, Forrest Tucker, Peggy Cass DAMN YANKEES Tab Hunter, Gwen Verdon, Ray Walston Broadway from 20th Century Fox in: FOR HEAVENS SAKE-starring Clifton Webb, Joan Bennett, and Robert Cummings CHICKEN EVERY SUNDAY-starring Dan Dailey and Celeste Holm, and many more top hits contained in Volume 4's 40 great "Films of the 50's." Broadway from Warner Bros, in: THE PAJAMA GAME-starring Doris Day, John Raitt and Carol Haney THE BAD SEED-starring Nancy Kelly, Patty McCormack, and Eileen Heckart NO TIME FOR SERGEANTS-starring Andy Griffith, Nick Adams, and Myron McCormick and many more top hits contained in Volume 5's 53 great "Films of the 50's." AND. ..SUSPENSE. ..COMEDY.. .SCIENCE FICTION... ACTION. ..DRAMA... Seven Arts Volumes 4 & 5 have everything- everything to please your audiences— top stars- top stories-top directors-they're all in Seven Arts' "Films of the 50's""Money Makers of the 60's" Volumes 4 & 5 now available from Seven Arts. SEVEN ARTS ASSOCIATED CORP. A SUBSIDIARY OF SEVEN ARTS PRODUCTIONS. LTD. NEW YORK: 270 Park Avenue YUKon 6 1717 CHICAGO: 8922-D N. La Crosse (P.O. Box 613), Skokie. III. ORchard 4 5105 DALLAS: 5641 CharlestOwn Drive ADams 92855 LOS ANGELES: 3562 Royal Woods Drive STate 8 8276 TORONTO. ONTARIO: 11 Adelaide St. West • EMpire 4-7193 For list of TV stations programming Seven Arts' "Films of the 50's" see Third Cover SROS (Spot TV Rates and Data) Individual feature prices upon request. it took a lot of guts to kick $150,000 billing off the station We could have let those dollars keep rolling in a little longer, say another fiscal year. It's always easier to put off any major policy decision. Espe- cially if it seriously affects station revenue. Trouble is we've got a bunch of hard heads in the front office with strong notions on what our audience does and does not want to hear. Unfortunately, most of the 150 thou was in the latter category. So we kicked it off. And started replacing the money almost immediately. Because we replaced order- taking with ideas. Ideas that attracted a flock of new adver- tisers and their agencies. Ideas that came full circle in a new broadcast concept. A new format that made us (yes) unique in the Dallas-Ft. Worth market. But that's another story. It deserves to be told another time. Watch for "Which comes first -the programming or the audience?" WFAA 820 WFAA-AM-FM-TV Communications Center / Broad- cast services of The Dallas Morn- ing News / Represented by Edward Petry & Co., Inc. 24 SPONSOR/8 October 196 i 'SPONSOR-SCOPE 8 OCTOBER 1962 / Copyright 1962 1 Interpretation and commentary on most significant tv/ radio and marketing news of the week Belittlers of tv advertising, particularly those who hleat ahout the flight of busi- ness from the medium, ought to get themselves posted on the actual facts. For instance, on the total number of advertisers in network tv from year to year. Here's a comparative count of the number of sponsors listed in the first Sep- tember Report of Nielsen's Tv Index for the past three years: 1960, 147; 1961, 151; 1962, 178. Did you know that rep salesmen have among themselves composed a list of elite spot agencies which they refer to as "swingin shops"? They define such shops as places where the spot tv volume is great and where after availabilities are submitted they can get a quick presentation and answer. The list: Bates, Benton & Bowles, Compton, JWT, Grey, BBDO and D-F-S. Colgate last week went on a tv cutback romp, affecting the fourth quarter, in an effort, so it was said, to give a little more substance to the year's profits. The rush to save involved: (ll asking the tv networks to see what they can do about disposing of a lot of nighttime commercial minutes which Colgate has under com- mittment for the balance of the last quarter; (2) cancellation of spot outlays for Fab, Colgate Dental Cream, and slicing of schedules in selected markets on Dynamo. It may be a couple weeks too early to reflect on Madison Avenue's general re- action to the network's new fall tv fare, but there's one broad comment from that sector that's worthy of marking down at this time. The observation: regardless of the quality of the material emanating from the Hollywood film lines, you can't sell short a season which offers so many live variety programs, with virtually all of them headed by conspicuously successful personalities. If nothing else does, the observation continues, this collection of programing will in- vest the schedules with an excitement that the business hasn't had in years. Also pointed out is this: in view of the turbulence and problems involved on both the in- ternational and domestic news front, the informational-public affairs programing will probably set new levels of quality in reporting and production. Nielsen's putting a bigger foot forward than ever in the contest of demographic data packages among the tv rating services. Its new ball of socio-economic wax is due out in December and will cover the October- November period. There'll be five such breakouts. The emphasis will be on people and include such information as specific age break- downs by not only key viewers but teenagers, housewives, all on a time viewed basis. It will be geared to the audience reached by the individual advertiser. General Mills' cereal division will expand its three-fifths support of the Rocky & His Friends cartoon strip in 70 markets by January first. Eventually the list will be up to around 100 markets. The 15-minute episodes are spotted within the stations' kid programing. Price Waterhouse hasn't got around yet to compiling an estimate of na- tional and regional spot radio billings for the first six months of 1962, but if you want to make a guess you probably won't go far wrong if you peg it $99,600,000. That would put the margin of increase between 5-6% over 1961's first half. JNSOR/8 October 1962 25 -SPONSOR-SCOPE Continued P&G, like General Foods, gave spot tv a bigger ride the first six months of this year than the like period of 1961, with the increase coming to 12%. Where spot got its hefty shot from P&G was the initial quarter, the expenditure this time running $15,528,700 against $12,167,300 for last year. Largely accounting for the 36 '/< difference were the introduction of Salvo and Crisco Oil. The half-year P&G spot billings, as reported by TvB-Rorabaugh, were $31,972,- 300 as against $28,586,000 for January-June of 1961. Network billings were roughly the same. A current speculation in the household cleanser field is how soon P&G's Mr. Clean will mount its competitive counterattack against Colgate's Ajax APC. It is assumed that Cincinnati has already drawn up its strategy plan, but the questions raised are: 1 1) how extensive will the tv blast be in spot and network? (2 I will there be newly minted commercials? I 3 ) is another splurge of sampling on the way? Mr. Clean is roughly estimated to have spent about $11 million in tv last year, three and a half of it going to spot. It may be to Young & Rubicam's advantage to invite reps to a presentation of the agency's new computer system for media selection, which it unveiled to the tradepress the week before. The reps have some conceptions about the computer system's impact on buying that could be changed in the agency's favor. It is by now no secret to Y&R that some of the major reps feel that by its meth- od of doing spot tv business the agency has undervalued their role as a bridge be- tween the buyer and the station. Another gripe: Y&R doesn't know, or doesn't want to know, the selling business and hence is letting itself be outmaneuvered by other important spot agencies when it comes to the relaying of information on the latest availabilities. Note the reps significantly : after all 60% of the station's revenue comes through the reps. To a rep salesman the motivation of a timebuyer often defies logic, but there's one angle of behavior that sophisticated salesmen say floors them completely : it's the issuing in September of cancellations based on June ratings. How, the rep will ask, can the buyer use this yardstick sensibly when he knows that the ratings along with sets-in-use will go up in October and that the spots he picks up as subs for the cancellations may not turn out as equally efficient? Another buyer practice that frequently has the salesman talking to himself in exaspera- tion: basing fall chainbreak buys on last March's ratings and sets-in-use when the buyer knows, or should know, that network scheduling undergoes the beginning of each season a turnover of at least 60%. Veteran repmen estimate that anywhere from 80% to 90% of the fall buying is in- fluenced by these March ratings. The Disney spot tv exploitation budget, worth last year about $1 million, has quietly slipped away from the national branch of the medium. The film company is using its spot tv budget as a co-op tool with exhibitors, permit- ting them to use it in their own locality. When the budget was handled out of one buying source the station list ran as high as 250. The switch to co-op constitutes a victory for the sales management of Disney's dis- tribution arm, Buena Vista. Top management had preferred direct control over buying. 26 SPONSOR 8 OCTOBER 1! "SPONSOR-SCOPE Continued To keep the record up-to-date SPONSOR-SCOPE has done a revamp on the ra- tio of nighttime spot carriers on the tv networks this fall. The upshot of this analysis, which may surprise sou: in terms of hours of program- ing the share of spot carriers, as compared to single sponsorships and alternate week spon- sorship, is ahout the same as it was last fall. The percentage this fall is 53%. Here's the hreakdown of relative hours with the time hrackets Sunday 6:30 p.m. to 11 p.m. and weekdays 7:30 to 11 p.m.: NETWORK SINGLE ALTERNATE WEEK ABC TV 3V2 (14%) 3y2 (14%) CBS TV 3V2 112', 1 13 J 54', 1 NBC TV 4 (16', 1 71/2 130'/,' I Total 11 (15%) 24 (32%) SPOT CARRIERS TOTAL 18 I 72' , 1 25 8 (34S, 1 241/2 13 154', i 241/2 39 (53%) 74 ABC TV's nighttime advertiser schedule has a characteristic all its own: it's loaded with regional lineups. The network admits it's got a lot more regional commitments than it had the year be- fore, but won't specify the number that now prevails. What it does divulge is that it's made it heaps easier for small advertisers to come in under the network umbrella. Last week's recruit was Ballantine Beer, which picked up participations in four shows for around 30 markets. Immersed in all this is an economic philosophy as voiced by the network's sales promo- tion department: it can make more money from regionals than from selling complete lineups. Credit NBC TV with innovating a new low in participation units for a special event. It's now selling the election returns in one-twelfth sponsorships. Two takers of this ratio are Block Drug and Carter Products. The pair will be entitled to at least two commercial minutes during the course of the marathon which will run from 7 p.m. to the wee hours of the next day. Still on tap for sale are four twelfths. From reports simmering in to reps, tv stations are going to find it tougher than ever to fit in the requirements of political candidates. Rather than sell time in bits and pieces, some station operators would prefer that the candidates get together and stage some form of debate, with the series distributed among the local stations on a basis of public service. One way out of the dilemma that's become quite common among stations: making avail- able the last five minutes of the early and late evening features and selling spots in local programing in time preempted from the networks for the season. Talking about such prime time preemptions, reps report they've never seen so much local programing in double A time and that ihe cutouts from network scheduling are as numerous in the secondary markets as they are in the major markets. Network radio may be back in the teenage-appeal market, something which in recent years has been pretty much a local radio commodity — like Coca-Cola peren- nially using disc jockey programs in well over 100 markets. The account that's contemplating that teenage market via a network is the American Dairy Association. The ADA via Compton has asked the networks about making available time for a weekly late afternoon or early evening show which would be headed up by Rickev Nelson or Fabian, say. the beginning of spring. Product emphasis: milk and ice cream. PONSOR 8 ocTOHF.R 1962 27 "SPONSOR-SCOPE Continued Radio might jot this one down as quite a coup for the medium, particularly in view of the fact it involves the suburhan audience. Wanamaker's Westchester, N.Y., department store has assumed the sponsorship of news on the hour, throughout the day and throughout the week on the Tribune's two stations in that county, WVIP and WVOX. Wanamaker's approach: we take it all or nothing. It will be recalled that the chain's founder, John Wanamaker, was the first retail merchant in America to buy page newspaper ads on a regular basis. It appears that the only program type last season that made any real advance in popularity over the previous season was the anthology drama. The two categories that didn't do so well comparatively were quiz and audience par- ticipation shows and news-informational programs. Here's how the classifications stacked up for the two seasons, using the March-April NTI's as indices: 1962 * 1961 ** PROGRAM TYPE NUMBER AVG. % AVG. HOMES NUMBER AVG. % AVG. HOMES General drama 13 18.4 9,016,000 8 15.3 7,176,000 Suspense-crime 15 18.4 9,016,000 19 18.7 8,770,000 Situation comedy 28 19.6 9,604,000 27 18.8 8,817,000 Westerns 15 21.5 10,535,000 21 21.7 10,177,000 Adventure 2 15.9 7,791,000 5 14.5 6,801,000 Variety, musicals 16 21.0 10,290,000 14 20.2 9,474,000 Quiz-Aud. partic. 8 19.1 9,359,000 8 20.4 9,568,000 News, informational 6 8.4 4,116,000 7 10.4 4,878,000 *Tv homes base 49.0 million; **Tv homes base was 46.9 million. P&G apparently meant business when it recently took the position that it would not abide by rate increases from U.S. tv stations that in any way based the hike on Canadian coverage. The account has cancelled about $2,000 worth of business on one such station. (What- with the tight availability situation that exists in that market, the abandoned spots were immediately sold elsewhere.) What P&G seems to be bent on in such cases is to establish this premise: the advertising done on this side of the border has nothing to do with its Canadian op- eration. A brand sold in the U.S. may carry the same name in Canada, 'but due to differ- ent drug and food laws there the ingredients of the product may differ and hence require a different copy platform. Cited as an instance is Gleem. P&G was in the Canadian market long before it got on to the theme about people not being able to brush after every meal. Colgate in Canada quickly picked up the phrase when it was introduced over here, which barred Gleem from exploiting it in the Dominion. 28 When the SRA gets around to considering its next timebuyer awards it might be mete to give a thought to a rather forgotten man: media director, Rudy Klagstad, of the Monroe Dreher agency. Here's a fellow who in his rather methodical and unruffled way dishes out millions of dollars yearly (in 1961 TvB had it at $4.5 million) in behalf of the Avon cos- metic spot tv domain. You don't see much about Klagstad in the tradeprints, but his grasp of the art of buy- ing plus his courtly manner has made quite an impression on the sellers. SPONSOR/8 OCTOBER H ^ound one: WRAL-TV announces change to ABC 'elevision, effective August 1. Round two: Switch is nade and ARB study of Raleigh Durham metro audi- ence is authorized. Round three: WRAL-TV the winner! \RB telephone coincidental reports WRAL-TV the dom- nant station with king-sized 49% share of audience. Two area stations split what's left. Ringside comment: Your commercial has Sunday punch impact seven days a week on Champion Channel Five. See your H-R man for the complete ARB report and for suggestions how to K.O. your competition in the nation's 50th tv market. . .Channel 5 Raleigh-Durham North Carolina WRAL-TV Data Source: Raleigh-Durham ARB Nighttime Telephone Coincidental August 15-21. 1962 iPONSOR 8 OCTOBER 1962 29 It's probably possible to get another television signal in this market, but most people apparently don't bother. Metro share in prime time is 90%, and homes delivered top those of any other station sharing the other 10%. {ARB, March, 1962) Your big buy for North Florida, South Georgia, and Southeast Alabama is big buy tor WCTV BLAIR TELEVISION ASSOCIATES TALLAHASSEE THOMASVILLE ^COMMERCIAL COMMENTARY Continued f. Kaiser, Spyrous Skouras, and Ollie Treyz whipped themselves, and an ABC affiliates meeting into an orgy of enthusiasm for the upcom- ing Hong Kong. What glamor! What excitement! What romance! The inscru table East! The unfathomable Orient! Slant-eyed maidens in slit silk gowns! Love, death, intrigue in the world's most mysterious city! All of which, of course, was pure promotional hogwash. Hong Kong was going to succeed only if it had superior scripts, direction and casting — not for its idea or glamorous locale. It didn't have — and so it flopped, despite the high-powered ballyhoo. I've found it absolutely amazing that hard-boiled business men (including broadcasters and advertisers) are so often mesmerized into program misjudgment by promotional gimmicks and formulas. Years ago, for instance, I was called in to try to save the Philco Corporation from a costly radio disaster, The Philco Hall of Fame. The Philco boys, in their innocence, had been sold a dreadful bill of goods, an expensive hour of "top talent recommended by the foremost authorities in show business" — the editors of Variety and the William Morris office (each got a $500 weekly "consulting fee") . There was no saving the show — it had no program guts — but Philco was disconsolate. "It was such a great idea — and we could put out a line of Hall of Fame Radios." Chicanery in Cincinnati On another occasion, I was named account man on Peter Paul, just after the Naugatuck candy company had fallen for a sales pitch for a tv version of Buck Rogers. It was pitiful to see how they had been taken in by the network arguments ("most popular comic strip in the U. S. — umpteen mil- lion readers, etc.") and how little they understood that popularity in another medium means nothing in broadcast programing. Yet these are the type of spurious arguments by which programs are sold and, lacking these phony reasons, are often unsaleable. Last year, for instance, a lot of NBC TV stations refused to carry the new show Hazel because they thought a show built around a maid "could never be popular." How wrong they were! The only way I know to beat the fallacy of the Saleable Flop is the kind of chicanery Bill Ramsey and I pulled once on P&G. Bill, then P&G's radio chief, and I wanted to buy a new daytime show by Irna Phillips, most successful of serial writers. When her sample scripts came in, Bill called me. "You and I know this is great daytime radio," he said, "solid, slow-paced emotional i conflicts, and real characters. But it isn't what my people think a| serial ought to be. What do we do?" What we did was have Irna write a hair-raising, cliff-hanging fire and-rescue script, which we auditioned for Cincinnati. "Great stuff," said P&G management. "Great stuff," echoed the P&G brand men. "But can you keep it up?" We assured them (what barefaced liars!) that we could. With their blessing, we bought Gniding Light and watched it zoom quick- ly up to the top of the ratings. But we were smart. We threw that damned audition script ;n\a\ and never used it. It was just a lousy, saleable, program. What the P&G brass didn't know didn't hurt: it helped them! # 30 SPONSOR/8 October 1962 WLW-C Television mbus WLW-T Television Cincinnati WLW-I Television Indianapolis Crosley Broadcasting Corporation iP0NS0R/8 October 1962 31 in ■ WITH WBT RADIO YOU FOCUS ON THE ONE WHO PAYS THE BILLS aM - B^p "Nice looking car, Jimmy. Who bought it for you?" Probably his father in the background ... one of the nation's adults, who receive and control 98 r'c of the U.S. income. WBT, for over 20 years the Charlotte radio station with the biggest general audience, also has the highest percentage of adult listeners. They turn to WBT because of responsible programming, outstanding service and fine entertainment. In the WBT 48-county basic area, adults receive and control most of the $2,690,786,000 worth of spending money. If you want to make more sales for your clients, clearly the radio station to specify is the one that reaches more of the adult listeners... WBT RADIO CHARLOTTE. Represented nationally by John Blair & Company Jefferson Standard Broadcasting Company Source: U. S. Dept. of Commerce & Nielsen Coverage Service Number Two and Sales Management's Survey of Buying Power, 1960 'SPONSOR 8 OCTOBER 1962 Timebuying: 10 big changes Agency buying policies in transition Increase in facts and figures a factor Metro tv markets cause changes Computers free media men for planning That timebuying has changed, no one will deny. But how it has changed, and why, depends on who is answering the questions. For what is one man's meat is another's matzoh balls; and what is one gal's salad is another's stew. The old pro, with a chestful of campaign ribbons dating back to the heyday of radio, says, "It's a slide rule business now, with the timebuyer under the thumb of the media department and unable to exercise any judgment." A not-so-old pro, with more tv service stripes, says, "Timebuying today is like ordering dinner by reading the righthand side of the menu, the pricelist. You buy what the budget dictates not what your appetite wauls. And today with so many station and markets to be looked at, you rarely get real hun- gry-'" Another veteran campaigner, younger but with more than 10 years on the buying line, agrees that "numbers are the criteria to- day." And then explains, "because the cost factor is so much more critical than it used to be. Client competition for the consumer dol- lar is so keen we have to watch the c-p-m's. This makes timebuy- Nie computer: in industry and now in media iharles H. Brower, BBDO president, and T. C. Dillon. jeneral manager, at the agency's new computer which will •roduce in minutes, answers people require days to provide Before the computer: a potful of paperwork Some o! tin paperwork the computer will now do. and do faster, and so free timebuyers to spend more time on such activities as more definitive data for market selection P0NS0R/8 OCTOBER 1962 33 ing much more demanding but it's also that much more satisfying and rewarding." Each timebuyer answer was in- fluenced by the number of years in the business and by the opera- tion of the agency where the buy- ing was done. The older cam- paigners remember when they pio- neered radio sales by going direct to the account executive or client advertising manager and "nuts to "Timebuying today is like order- ing dinner from the righthand side of the menu. You buy what the budget dictates not what your appetite wants." the print people." Others take sotto-voce umbrage at having to justify their buys and substantiate their suggestions by comparative cums and c-p-m's. They point to such coups as Les- toil's original late-night spot buys as an example of what can no long- er happen. And then there are the second generation buyers, who saw their departments blossom as video bill- ing boomed, that welcomed the challenge of competing directly against other media. These sea- soned troupers get their creative kicks out of applying the definitive data provided by the researchers toward devising a smarter buy. They also know that "In the old days a timebuyer might, if lucky, become a broadcast v. p. but most- ly that was an area reserved for program and production people. Today we have all of media to pro- mote into." But all of them, whatever their seniority, agree on the how and the why the timebuying business has changed. And so do the reps; al- though the reps tend to be much more critical in direct ratio to their effectiveness as time sellers. The 10 changes in buying, as they see it, are: 1. The increase in facts and fig- ures, definitive facts, keyed less to ratings and more to c-p-m in terms of reach and frequency, i.e., what percentage of the tv audience in that market does the client have as an objective and how frequently shall we expose our commercial? 2. Rise of the tv metro market, and decline of the standard one. 3. The end of the 'prestige' sta- tion buys, i.e., no longer does the ad manager or sales director say, "Be sure to use channel XX in the hometown. The president, or the chairman, always watches it." 4. The burgeoning of network participations. Three years ago, the fad was for full or alternate spon- sorship of network programs. 5. The development of the cor- porate 'pool' buy, i.e., with corpor- ate mergers and product expansion the major soap and drug com- panies are now able to buy prime spots that can be used throughout the year by various products— and so earn maximum discounts. 6. The growth of 'plan' buys, i.e., with the 6-plan or 8-plan, etc., you get a lot more impact for a few more dollars. Developed by the stations and the reps. 7. The demise of 'tonnage' buys, i.e., the station sales manager, in search of instant billing, would sell tons of time to deliver the required total of rating points to get the dollars needed by the station. The rate card always went out the win- dow on tonnage deals. Today buy- ers want reach and frequency with- in a week, not three or four weeks. "Numbers are the criterion today because costs are so much more critical. Client competition for the consumer dollar is so keen we have to watch the c-p-m's." 8. The combination buy, i.e., a rep combines two or more stations in adjacent markets or areas to cre- ate one larger and more important market. These are sold with one set of avails, one order, one con- tract. 9. The end of buying in a vac- uum, i.e., telling the buyer what the client's objectives are, bringing buyers into client meetings. Most buyers spend more of their days listening to salesmen and trying to keep tabs on trends; more buyers firm up their schedules after 5 p.m. 10. The coming of the computer to curtail the paperwork, free the media people for planning and re- duce the importance of and reli- ance on forms and formulas. Actually the use of the comput- er, as an aide in marketing and in timebuying, is indicative of the way timebuying has kept pace with the changes in business and in ad- vertising. In the early days of broadcast- ing, and in the days before that, the individual was the important "In the old days of broadcasting, a timebuyer could move out, rare- ly up. Today we have all of media to promote into." factor in business and in advertis- ing. Henry Ford was Ford Motors, Lou Wasey was Erwin-Wasey, there was a Barton at BBDO; and in j this individualistic environment the timebuyers also tended to be prima donnas. In those days the world was full of prima donnas. The businessmen were basically production men with a genius for turning out a lot of anything at a price. In those days the agency people were the selling men, had the touch of ge- nius that came up with the slogan, with the sales pitch, that sold the product that was mass produced. Then, as competition increased, the production genius was replaced by the financial expert and finally by the sales expert. And, as these people took over the reins of cor- porate business and industry, they insisted that their own staff of sales, marketing and advertising people be alert and knowledgeable. They insisted upon knowing more about their business than did the ad agency. Nuances, shadings, segments, bits and pieces became important to 34 SPONSOR/8 October 1962 ! the advertiser and to the agency. For the agency had to keep ahead of the client or lose him. And with all this transition both "The ultimate objective is still the same, to get there the fustest with the mustest." the client and the agency changed. The emphasis shifted from the in- dividual to the group or commit- tee. Today many of the old names remain but few of the individuals still hold the reins. Today, according to a number of upper echelon agency and client people, business is run about the Way a modern army operates. Roosevelt and Churchill set the ob- jectives, after consultation between and with the various military chiefs. Then the objective was turned over to the military for im- plementation. At that level the top general called in his generals and more meetings and discussions were held before the combat men got their orders. In the modern world of business and advertising the time- buyers are the combat team of the media division and all of them are part of a commercial marketing conflict. And, since that conflict never ends and is so intricate and in- volved, no one, two or three peo- iple can handle all the planning and work without assistance, ad- vice and administration. They had to have a staff, just as the military C-in-C has staff, and ithere came into being various eche- lons of timebuyers; and the bigger he agency the more echelons and he more bodies in each. The end objective is still the ;ame, "to get there the fustest with |he mustest" but today the strategy is separated from the tactics and trategy evolves from knowledge. I his is where the computers come nto the media and buying picture, i Instead of people doing all the iguring and analyzing and com- iaring that precedes a decision, and doing it each time a new cam- paign is contemplated, the com- puter will store the information and provide it in minutes, rather than days, as it is needed. The machine will not decide, for example, that the campaign should be aimed at 'women be- tween 23-38 years of age' and at 'families of at least five people.' But once that is decided the com- puter can, from the information within it, speedily provide the an- swers as to which medium is more economical, what size commercial to use in that medium, etc. It will still be up to the people in media, the time and space buy- ers, to keep aware of what is hap- pening in the combat zone and to keep feeding that information into the computer. Salesmen will still talk with and sell to buyers, and buyers will have more time to probe, study and search. The big change will come in the kind of information they want and need; no longer will it be ratings, coverage, homes. From here- on in, it may well be, "I low many formula-led babies?" or "How many women do their own nails?" or even "How many men with mustac hes?" For timebuying lias (hanged, is (hanging and will continue to change; just as the business of mak- ing, selling and living changes. The knack for deals. What has not changed is the knack of reps and station sales people for adapt- ing to the needs of the moment; and the better the pitchman the better his flair lor rinding the fig- ures or flavors required to make a deal. Thus with the continued pus sure on lower c-p-m's has come a diversification of 'plan' buys that, in effect, wind-up being nothing more than a flexible rate card. Few contemporary stations and station execs will admit that they have a fluctuating rate card; technically, How timebuying has changed The increase in facts and figures. Rise of the tv metro marhet. The end of prestige hugs. The growth of netivorU participations. The corporate pool hug. The many and varied plan hugs. The demise of tonnage hugs. The coming of the combination hug. The end of buging in a vacuum. The computer. P0NS0R/8 October 1962 35 we must grant, they are correct. But actually, by having so many 'plan' buys, or package deals, they have a flexible rate card under an- other name. The original 'plan' was designed to get a premium price for a premium spot without driving the customer away; then it served to link a premium spot with a non-premium spot. But invariably the 'plan' buy was designed to get the advertiser on the station across-the-board, i.e., Monday-thru-Friday or Monday- ihru-Saturday schedules. Thus most plans were multiples of 5 or 6. With the current drive for c-p-m's, there came 'plans' as short as 3 spots and multiples thereof. Sales people justify this as typical of current spot being in a buyers market so they "have to give a lit- tle to get the business." The buy- ers explain it as "stations are so competitive we never know when a new package deal will show up in Standard Rate; we have to check rates whenever we make a buy." Nor has the advertiser lost his knack for getting full utilization of the time he buys. Thus there came the increase in piggyback commercials with more than one product being sold in the same time period without any attempt to integrate the multiple commer- cials. One rep rap. Each of these, the plan and the piggyback, is an ir- ritant— one to the buyer, the other to the station or rep — but neither is a major factor. At least with the reps the big blast was against timebuyers not being permitted to (Please turn to page 52) Fast action sells Dodger-Giant games ► NBC sales staffs on alert previous Sunday ► Find 10 sponsors in just 21 hours ► Schlitz radio copy arrives just in time Some fast and fancy work was afoot last week in the sales de- partments of NBC Radio and NBC TV. With the close of the Los Angeles-St. Louis baseball game last Sunday, the salesmen had just 21 hours to pick up spon- sors for the National League play- off series between Los Angeles and San Francisco. At the end of the stretch NBC TV wound up with 10 advertisers and 60% sponsor- ship of the game, while NBC Radio signed Joseph Schlitz Brewing for one-quarter sponsorship of its broadcast just 55 minutes before the game. A tense Sunday. The networks were down to the wire before they even knew they had a show. Rich- ard McHugh, manager of NBC TV sports and special program sales, spent a tense Sunday in his living room, which was converted into a command post to keep abreast of the day's games. He followed the Giants' game via the Armed Forces Network's short wave broadcast, listened to radio and watched tv for bulletins on the progress of the Dodgers' game. When the Dodgers' game ended, a tv sales cliff-hanger began. McHugh immediately called prospective advertisers and alerted other members of the NBC sales force of the 21 -hour countdown. A four-way telephone conference was called at 9:30 p.m. Sunday. It was decided to sell the show on a participating basis. Early Monday morning the team arrived at NBC, which then became the "command post." All the Avhile they had to juggle sponsors' products to main- tain product protection. Some close calls. On the Schlitz buy, it was 14 minutes before the opening game when a messenger delivered the copy to Candlestick Park, San Francisco. For the tele- cast, a sale to Hills Brothers Coffee (N. W. Ayer) was completed at 5 p.m. Monday, one hour after the first game started. A Hills com- mercial was on the air less than two hours later. On a later buy b Hormel Meats, the advertiser di n't have a tv commercial read BBDO and NBC combined effor to present a "live" commercial NBC Radio sold the followin advertisers for the second and thi games: E. I. duPont de Nemou (BBDO), Buick (McCann-Eric son) , Chemical Compounds (Stan dart fc O'Hern, Kansas City, Mo.) . and Studebaker Packard (D'Arcy) . In the 21 hours before the first game, NBC TV had signed thesi sponsors: Bristol-Myers (DCS&S) Schick (Norman, Craig & Kui mel) , Liggett & Myers (J. Walti Thompson) , Union Carbide Coi sumer Products (William Esty) Thomas Leeming (Esty) , Chei brough-Ponds (Esty) , Sterli Drug (Dancer-Fitzgerald-Sample) P. Ballantine (Esty) , and Kemp Insurance Group. In the next 24 hours, five add tional sponsors were signed, m ing the telecasts 93% sold: No: zema (DCS&S) , Block Drug (SSC B), Dodge (BBDO), Hills Bn Coffee (N. W. Ayer) , and Horm Meats (BBDO) . 36 SPONSOR/8 October 196^ Adman 'shaping up' in Madison Avenue vineyards Among the leading employment agencies which specialize in filling positions in advertising is that run by Mrs. Betty /.. Corwin, seen here interviewing an applicant. Main job-hunters are not out of work, interviews show, but just looking' Situation wanted: advertising man ► A look at the advertising job market today ► Where do admen hunt for jobs? ► 'Good' people are working— many shopping II here are the Loivens of yester- fj year? 1 In order to find out where admen ave been going to get or fill jobs i the three years since Walter Low- n cleaned out his desk and sold his 1-year collection of files to Jerry lelds Associates (then known as obs Unlimited) , sponsor inter- ewed a few employment agency ads in New York. Among those who found time to Ik were Fields, Mrs. Betty Z. Cor- n — both long recognized as lead- Is in the field — Mrs. Katherine S. Ik. who began to specialize in advertising four years ago, and Miss Jean Landeau, senior manager, Professional Placement Center of the N.Y. State Employment Service, 11 1 Madison Ave. The views of the first three were similar in that the majority of job- seekers are already holding down a job but looking for something bet- ter. The agency chiefs also indi- cated that working with, and plac- ing the already employed is less arduous than working with the un- employed. A second point of accord was thai there are many job opportunities outside New York for advertising people and non-creative radio and tv people. Fields, who advertises his agency as the largest of its type for adver- tising personnel, revealed that "85% of the people we place in jobs are people who are working." The three areas in which there is always a demand for experienced personnel, he said, are 1) tv com- mercial copywriters, 2) tv commer- cial art directors, and 3) tv com- mercial producers. Tv account execs are fairly scarce. Fields said, adding that he always has an eve open for "i\ account men who have been heavily budg- eted in programing. "Ad agencies can no longer con- tinue with merely adequate help," Fields went on. "They need superb craftsmen. A good, competent jour- neyman (especially a creative per- :3NS0R/8 October 1962 57 Getting down to business Namesake head of Jerry Fields Associates gives minute attention to samples in an applicant's copy proof book. Fields also is in charge of copywriters' placement son) finds it hard to get jobs today, although most good people are working." Where is youth? Fields observed that "we don't see as many good, young people around as we'd like." Later on he said that "clients buy experience, not potential." Stating that things have leveled off ("the big money is not around") Fields pointed out that the floor has come up on salaries, while the ceiling has come down. "For instance," he explained, "the salaries used to run from about $7-8,000 a year to $25,000. The figure is now about $12 to $20,000." He said competition makes this possible; an employer would rather pay a little more for a better man in the lower slots, while at the same time being able to get a very good man for less in the higher brackets. Radio/tv station jobs. "Most of the available jobs on the station level," Fields said, "such as station managers, promotion managers, and news directors, are outside New York." He explained that these jobs are all handled by Miss Sherlee Barish, who is director of Broadcast Per- sonnel, a division of Jerry Fields Associates. Fields declared that the aim ol the division is "to try to be a national clearing house for broad- cast talent (radio and tv) at all levels." Tv account executives and media and research people at all levels are processed by Bob Russell, executive placement manager, account and marketing division. Other depart- ments, such as art and copy, are headed up by other experienced people, including Fields, who have practical knowledge of the work. Mrs. Corwin, who heads her agency, said there is much demand for media people, because they, as a group, are always moving on to better jobs. She said there is also a "great demand for good, young cre- ative tv writers who have good visual sense for commercials." She accounts for part of the shortage of applicants in their mid-20s to the low birth rate during the depres- sion years. Fewer but better. "The agencies are doing away with mediocrity," Mrs. Corwin said. "They're hiring less people, but more efficient ones in the media, research, and copy areas. "The days of the handshaking boys and drinking boys among the account men are gone," she con- tinued. "Today, companies only want people who can deliver the goods." Later she added that "most of the old time account men who came up through traffic and pro- duction are being eased out and replaced by account men who are very strong in marketing or who are creative. "In many cases, agencies are bringing up strong marketing men from lower levels to replace them. Media background is very good to have. "All the good people are work- ing," Mrs. Corwin said. "When a! firm wants to fill a vacancy, or whatever, they give us a call and we know where to find them. Salary not everything. "How ever, most of the good men that make moves today are looking for proper inducements because they have seen so many men over 45 thrown out. Bigger salary is noi always the determining incentive They want to get into stock insur ance plans and profit sharing, fo instance. "One very important thing thes boys (agencies) have found out, Mrs. Corwin noted, "is that th! agency has got to be run like business — and has got to be run nc only by creative people, but b people who know business an budgets." Mrs. Corwin also said that the) are "a lot of opportunities out < New York, especially for writei ad managers, and marketing men Best cities to try, she said, are Br ton, Chicago, or in Minnesota > the Midwest; but not Los Angelc State's job search. At the N. State Professional Placement Ce ter, Miss Landeau disclosed th 185 account executives and med buyers were in the active files jj (Please turn to page 52) SPONSOR/8 October 19! Humor breaks through for yogurt ► Breakstone's yogurt sales up 100 ;, in 18 months ► Humorous radio messages deliver impact ► Emphasis on many flavors a success factor "A Iways leave 'em laughing" is an old showbiz hand-down which has been adhered to success- fully in many enterprises. When applied to advertising, there is a running debate on whether the re- sults of humor are effective. A re- cant vote for its effectiveness is a humorous radio campaign on be- half of Breakstone's Yogurt. In the 18 months from December 1960 to June 1962, for instance, sales rose more than 100%. This doubling of sales, however, reflects only the first six months of this year's humorous campaign which was faced with the difficult challenge of following the amazing- ly successful 1961 campaign and sales rise (see chart) . But the steady climb began be- fore that, according to Jules Len- nard, vice president, marketing and merchandising, and account group supervisor at Mogul Williams & Saylor, Inc., the agency which han- dles the Breakstone account. "In 1960," Lennard said, "when we started our intensive advertis- ing program for Breakstone's Yo- gurt, our primary objective was to provide exposure for the Break- itone brand with a complete line • I yogurt. 'Tor this, we used live copy with ocal radio personalities wherever possible. The basic appeal of our ommercials was directed at a broad egment of the market — all poten- ial consumers, that is — as part of »ur effort to obtain a share of the sisting market for yogurt and, iltimately, to expand it. Solidified gains in '61. "We broadened our marketing approach n 1961," Lennard went on, "and employed one-minute musical jin- gles designed to solidify Break- stone's position and to increase still further its share of the yogurt market." Ray Samuel, Breakstone's adver- tising and sales promotion director, picked up the background from (here. "By 1962," Samuel continued, "we lelt thai our basic objective had been achieved. We then sei out to sell Breakstone's Yogurt with a completely new and different cre- ative approach for this product. The result was a radio campaign combining the humorous device of historical characters with a hard- P0NS0R/8 October 1962 39 Perplexed Bard of Avon draws smiles Chuckling over display art built around 'Shakespeare' radio commercial are (1): Jules Lennard, MW&.-S v. p.. and Ray Samuel, Breakstone's ad and sales promo dir. hitting, attention-getting sales mes- sage." 50% of budget in radio. With 50% of this year's total yogurt ad budget in radio, the minute com- mercials are aired on 19 stations in seven Breakstone markets: Boston- New Haven-Hartford, metropolitan New York, metropolitan Philadel- phia, metropolitan Washington, Tampa-St, Petersb urg-O r la n d o , and Miami-West Palm Beach-Ft. Lauderdale. The messages, which began in January and are scheduled to con- clude 10 December, are aired on an average of about 25-30 times a week in each market (although there was a two-month hiatus in each market) . The commercials are usually heard on adult programs from 8 a.m. to noon. "We appeal to the kids' market through moms," Lennard said, "by pointing out that yogurt, especially with the flavors, is a very good tasting item and nutritious dairy food for between-meal snacks. Flavors popular. "Flavors are the fastest growing area in the yogurt market," he said, adding that sales "have gone way beyond expecta- tions in the last three years" be- cause of them. "We are not doctors," Samuel counterpointed. "And we do not advertise yogurt as a health item. We promote it strictly as a good tasting dairy food. "ft is well known, however," Samuel added, "that yogurt got its big impetus from Gaylord Haus- er's book, 'Look Younger, Live Longer,' in 1950, and it was looked upon mostly as a health food until the flavors came out." In addition to plain yogurt, Breakstone's now has these flavors: strawberry, pineapple, vanilla, prune whip, and apricot. Yogurt eaters busy. Lennard re- vealed that while studies indicate that per capita consumption in re- lation to total population may be low, the rate of consumption among users is really high. "People who eat yogurt really love it," he said. "It is not unusual for the average user to buy three or four packages a week." Taking stock of sales, Samuel said that Breakstone's Yogurt is the number one seller in all of its mar- kets, except New York, where it is a strong second to Dannon, and growing fast. (Note: John Metzger, president of Dannon Yogurt — which was 20 years old last Monday — said his firm does not distribute in Florida. He would concede Boston, but would dispute Philadelphia and Washington claims. He also claimed that his firm more than doubles any competitors' total yogurt sales.) As for campaign plans after De- cember, Lennard said, "We intend to review our status to determine where we want to go." It goes without saying that all concerned hope that direction— in sales— will continue to be a sharp curve upward as the chart shows In June 1961 sales rose 50% over December 1960; December 1961 was 33V^% above the previous June, and June 1962 was 25% above last December. Typical of the humorous me sages is the following Shakespean copy in its entirety: SOUND: BRITISH MUSIC, FADIN UNDER ANNCR: // might have been di f event. The year . . . 1598. Th place . . . Stratford on Avon. MAN: Hey, Will. Will Shake. peare! Whatcha been doon' wit, yourself? WILL: Oh, writing a little. MAN: Sivell! I need a slogan fo Breakstone's Yogurt. Any ideas? WILL: Oh, Breakstone's. A nam< long famous for quality dairy foods But . . . yogurt? MAN: Yeah! It's a dairy food lots of vitamins and minerals ant stuff. WILL: How about . . . But soft what yogurt through yon . . . MAN: (INTERRUPTING) Well, it i soft and creamy . . . like a custart WILL: Or maybe . . . a yogurt b\ any other name . . . MAN: (INTERRUPTING) Catch- Will . There's only one name i 40 SPONSOR/8 OCTOBER 196 yogurt. Breakstone's. And besides . . . tltat slogan doesn't get in all those different flavors. WILL: Flavors? MAN: Like Strawberry, Pineapple. Prune Whip and Apricot. WILL: Apricot? MAN: Yeah . . . a first by Break- stone: Then there's velvety Vanilla . . . and Breakstone's tangy Plain Yogurt. Try one, Will. WILL: Right here? MAN: Sure . . . just eat it right from the cup! WILL: M-m-m! Everyone should try Breakstone's Yogurt! MAN: That's our slogan. Will, Everyone should try Breakstone's Yogurt! You're a genius! WILL: Maybe I should try unit- ing a play . . . The other five messages are also little dramatized slices of life in the pasts of William Tell, Cleo- patra, Ferdinand and Isabella, Peter Minuit, and Julius Caesar. Minuit buys Manhattan from the Indians for 21 cups of yogurt; Brutus tells Caesar about a yogurt "bacchanal"; Cleopatra can sense to share her cup of yogurt with Mark Antony, and Ferdinand and Isabella hear that Columbus' trip to the new world is being delayed by disappearances of yogurt sup- plies. In all six humerous commer- cials, a brief musical introduction sets the scene with a recognizable work such as the "William Tell Overture," or by a trumpet fan- fare which slides off key at the end. The visual potential of this col- orful cast of historical characters is being utilized by agency and client this fall in print advertise- ments which are supplementing the radio campaign. ^ Fast growth of two-set tv homes ► Rise of 2-set homes sparks agency interest ► BBDO, D'Arcy, Ayer query Nielsen for facts ► Buying changes seen if qualitative data comes I The growing number of homes with more than one television set. once remotely considered by agency media departments, is now getting closer scrutiny. sponsor , learned last week that at least three agencies— BBDO, D'Arcy, N. W. \ui — have held a series of meet- ings with A. C. Nielsen Co. to ex- plore the possibilities of compiling qualitative audience data on these homes. The results of these con- ferences are expected to be an- nounced soon. Reason for the stepped-up in- terest is the fact that multi-set homes now represent 14% of all tv homes in the U.S. and continue to grow steadily. In New York City. owners with two-or-more sets now number 1,250,000, or 25% of all tv homes in that city, according to figures of the Advertising Research Foundation. And a Nielsen study of the multi-set growth in New York shows that these homes have in- creased 51% since 1959. Similar jumps are expected in the rest of the country. One expert estimates that most markets now have from 7-9% two-set penetration. The growth of this new tv "mar- ket" puzzles media research men as to just what it means in terms of future buying. This is one reason why Nielsen has been called in to discuss qualitative data. The re- search firm already has a head count of such homes by county, based on figures of the 1960 U.S. Census. Agencymen are interested in the answers to such questions as: What is the location of the second set in the home? If both sets are used at night, how many viewers does each have? Do the man and wife watch separately? Are the children using the second set? If two sets are be- ing watched, shouldn't the home be counted twice? These are the questions of men like Ed Papazian, (Please turn to page 52) % of 2-set homes in relation to total tv homes Total U.S. New York City Tv homes 48,900,000 5,000,000 v/lulti-set homes 6,900,000 (14%) 1,250,000 (25%) •Hirce: Advertising Research Foundation, national survey of tv sets in U.S. house- olds, January 1962. Growth of multiple-set homes New York market Tv homes Multiple set homes % 1959 4,600,000 830,000 18% 1962 5,000,000 1,250,000 25% % change S \ i Nielsen Co up 9% up 51% ;P0NS0R/8 October 1962 41 These physical fitness exponents keep television viewers on their toes Debbie Drake (first), billed as America's Physical Fitness Queen, now has 260 episodes in syndication under Banner Films imprint; Bonnie Prudden (second), member of President's Citizens Advisory Committee on Fitness of American Youth, is IVs great bust-and-chest boom ► Debbie Drake has 260 episodes in syndication ► La Lanne's goal is 80 stations by year's end ► Hills with Matchabelli as sponsor on "Today" With all the talk about physical fitness and flabby Americans, it is rewarding to see video finally doing something about it. In- formed observers last week noted that television broadcasters are heeding President Kennedy's note that America was "under-exercised" and putting more programs on the air designed to improve our physi- cal condition. Station managers are busy buy- ing syndicated exercise programs and networks are in the midst of fashioning stalwart early morning features on physical health. Now in demand. The Debbie Drakes, the Jack La Lannes, and the John Hills— with their clear complexions and upright chests- are more in demand on tv than ever before. Significantly, many advertisers are discovering that there's considerable box office ap- peal in sponsoring programs that convert the female viewer's bulges into alluring curves. And if things continue at the present rate,- "America the Lazy" will soon turn into "America the Beautiful," the experts predict. Currently the hottest piece of fe- male property in the tv knee-bend and draw-a-deep-breath school is Debbie Drake. She was launched as an exerciser in Indianapolis at WISH-TV by Robert McConnell, the station's general manager. Said McConnell: "Debbie was an over- night sensation." Soon after, the show was syndicated nationall The first series of 130 shows, tap< in 15-minute segments, was sold i 106 markets. Charles McGregor, president of Banner films, national syndicator of The Debbie Drak Show, said last week that the se oncl series of 130 new 15-minut episodes has already been sold to a flock of markets including WTIC TV, Hartford; WTMJ-TV, Mil waukee; WALB-TV, Albany, Ga.; KSTP-TV, Minneapolis; KLBK TV, Lubbock, Tex.; WSOC-TV Charlotte; WHDH-TV, Boston: WJHG-TV, Panama City, Fla.j WHBF-TV, Rock Island, 111. WSJS (TV), Winston-Salem WLWA (TV), Atlanta; WMAZ TV, Macon, Ga., and other areas. Big mail pull. Station manager: and advertisers attest to Mis Drake's mail ptdl and commercia success for national, regional, ancj local accounts. "The regular week ly mail pull of The Debbie Drakt Show was enough to persuade u| to buy it," Harry McDaniel, Krc 42 SPONSOR/8 October 196:; preparing new tv series; jack La Lanne and his Glamour Stretcher are currently seen on 64 stations; John Hills (fourth), physical education expert, last week launched new exercise series on NBC TV's Today with Prime Matchabelli .is sponsor ger Company advertising director, Indianapolis division, declared re- cently. McDaniel has been the Debbie Drake sponsor since five weeks after the show's WISH-TV debut two years ago. Miss Drake (5' 5", 38i/2-22i/2-3o and 117 lbs.) has a comparatively new book out, "Debbie Drake's Easy Way to a Pel - feet Figure and Glowing Health" (Prentice-Hall) . She also has a syndicated newspaper column that calls blimps, beanpoles, and slug- gards to sharp attention. The New York Herald Tribune Syndicate handles Miss Drake's column. Miss Drake believes that her tv exercises are helpful to both men and wom- en. "The exercise that helps a woman build her bosom helps a man expand his chest," she ob- served recently. No stranger to network audi- ences, Miss Drake was a recent guest on the NBC TV Today show. In a Howard K. Smith pro- gram (ABC TV) on physical fit- ness. Miss Drake said there was a big need for what she was doing. (Please turn to page 54) feel 10 years younger and 10 pounds less,' they said 'ioneer radio exercise man Arthur Bagley served 15 years is chief of Metropolitan Life exercise program. He is seen with compan) execs. Program in 1925 inaugurated long line of favorites culminating in today's styles Exercise man meets program and agency executives Seated (1-r): Frank Stamberg, \.p. and gen. mgr., Prince Matchabelli l)i\.: John Hills: Hugh Downs. To/lux's host; standing (1-r): Al Morgan, producer; Harkness Cram. Jr.. acc'l rep., JWT; K. Roger Muir. pres.. New Merriti l'.ntip. P0NS0R/8 October 1962 1:1 How to spot a pro rep salesman — ► Timebuyers cite 10 standards of excellence ► Say real pros are never cry-babies ► Believe ex-buyers make better salesmen Several weeks back, sponsor asked some of the top representatives in the business this question: how can you tell, particularly at first meet- ing, if a timebuyer is a pro or just an amateur? The replies appeared in "Hoiv to Spot a Timebuyer Pro," 23 July. Last xoeek, however, spon- sor turned the tables on the reps and polled a number of timebuyers on how to spot a pro rep. Here are the answers. Although buyer and seller operate on opposite sides of the broad- casting fence, the findings of the "how do you spot a pro rep" query points out a marked resemblance between the two— in one area, any- way. The point: neither age nor time spent in their respective chores enter into the determination of what it takes to turn out a pro. It is, instead, an inherent quality — a certain "something" which can't be bought for love or money. "You either have it, or you don't," exclaimed one outspoken timebuyer, adding "an amateur rep can remain an amateur no matter how long he works at peddling his stations, if he just hasn't got the right savvy." A pro, on the other hand, could easily be a youngster— a beginner equipped with a lot of native intel- ligence when it comes to knowing when to quit pitching, to lose with- out crying, and to come up with ways to help a buyer better the campaign. Although the sponsor query man- aged to stir up a variety of opin- ions (and a few facetious ones like "a pro rep is a guy who wears a $150 suit" and "it takes a pro time- buyer to spot a pro rep") , the ma- jority of those replying felt that a prime telltale sign of a pro rep was the amount of knowledge he— the rep— exhibited about his own mar- kets. Must know markets. He has a working understanding of competi- tive stations, not merely lone fig- ures and facts about his own station. Additionally, say the timebuyers, the pro rep is one who can quickly muster up a creative idea on how to better the campaign in that par- ticular area. A pro rep, they say, is one who understands the objectives of a spe- cific campaign and is able to pro- duce avails which are tailored to suit the needs instead of trotting out a "mile long list of avails that You know the rep is a pro if he: 1. Is conversant with all facets of his market 2. Is able to speak intelligently about competitive stations 3. Doesn't bad-mouth competitors or their stations 4. Confines pitch to what will help the specific campaign 5. Knows how to exit the buyer's office gracefully 6. Comes already prepared with necessary research data 7. Knows when buyer is busy and doesn't waste his time 8. Can come up with suitable substitutes if original requests fail 9. Doesn't clutter up office (unexpectedly) with station men 10. Doesn't cry when he doesn't get the order SPONSOR /8 October 196' are not even applicable.'' What's more, a pro rep will confine Ii is pitch to whal will help the specific campaign instead of angling it merely to make his own station look good. Ex-buyer best salesman. Inter estingly enough, the majority of those cpieried opined that ex-time- buyers made the best reps. Al- ready cognizant of timebuyer prob- lems, they were better equipped to minister to the needs of a time- buyer's requests. A definite sign of a pro rep, ac- cording to timebuyer comments, is organization. A well-organized sell- er, one who comes prepared to sup- ply the necessary data requested by the buyer without having to make dozens of "check-out" phone calls from the buyer's office, is a pro. He is also the guy who knows when to quit pitching. Once he realizes that the station he is ped- dling is not going to help the cam- paign, he exits gracefully, and re- turns another day with a switch pitch. An amateur, on the other hand, will continue to angle his pitch to make the station look good despite the fact it (the station) isn't geared to the particular needs sought l)\ the Inner. A pro rep, they say, is one who is capable of losing a sale without making a fuss. According to a well- known Gotham buyer, a sure sign of the rank amateur is one who, alter being turned down by the buy- er, takes his case to a higher-up in the agency. Instead of driving everyone to hysteria, he should take his leave and make ready a switch pitch, advises the buyer. A pro rep is also one who makes appointments and doesn't barge in on the busy buyer with a lot of small talk and a host of unexpected station people. While timebuyers do not disapprove of seeing visiting station men, they do feel that the consideration of the "buyers time" separates the men from the boys. The mark of a pro is the one who is considerate enough to phone first and pre-warn the buyer of the "company" arrivals. The amateur doesn't bother. Pro clears avails fast. A pro rep is the man who is quick, precise, and honest. He is quick to clear avails while the ama- teur will wait around a few days, then call and say the time re- quested was not available. The pro, on the other hand, will quick- ly arrange a substitute time — something equally suitable— if this happens. And, so say the buyers, the pro will clear the spots imme- diately. The difference between the pro and amateur is easily de- fined in this instance. A pro will immediately set in operation the wheels to clear the spots bought even il they are as little as five per- week. An amateur will procrasti- nate and perhaps waste several days getting clearance even if it involves a large order of time. Amateur talks down rivals. A rank amateur will bad-mouth the competition or downgrade what he doesn't understand, ac- cording to comments from queried timebuyers. An amateur is also one who, ac- cording to quite a few heated opin- ions, is the guy who just sits around and takes down the order. He doesn't even try to sell his market, he just delivers the avails and "pesters you until you give him an order." Additionally, the amateur is the fellow who "beats around the bush" —doesn't come to the point and (Please turn to page 56) You know the rep is an amateur if he: 1. Doesn't know when to stop selling 2. Is a sore loser; goes to a higher-up when buyer nixes sale 3. Doesn't understand specific campaign problems 4. Concentrates only on angling pitch to make station look good 5. Doesn't "sell": is merely an order-taker 6. Trots out list of avails "a mile long" not applicable to buy 7. Is lax when it comes to clearing spots ordered 8. Is disorganized: uses buyer's office to tie-up details 9. Isn't hep to changing situations in the business 10. Isn't quick to come up with ideas to help buyer better campaign SPONSOR /8 October 1962 Cast of a commercial extravaganza for Chevrolet's new-model cars Entire cast of commercial to introduce new cars came from three Chevy-sponsored tv programs. They line up here before the shooting: (1-r) Dan Blocker, Lome Greene, Pernell Roberts, Fred MacMurray, Marty Milner, Mike Landon, George Maharis, Bill Frawley, Tim Considine, "Hop Sing," Don Grady, Stanley Livingston, and (front) Tramp, popular tv dog Chevrolet's six-minute commercial ► Chevy unveils new cars with star-studded spot ► Chooses long commercial instead of a 'special' ► Agency faced complex production problems Last week, one television sponsor passed from an era of the spec- tacular special into another of the spectacular commercial. It did so with that rarest of television oddi- ties, the six-minute commercial, which made its '62-'63 debut in a blaze of glory on Chevrolet-spon- sored Bonanza, XBC TV. The commercial had billing of its own as "The Ponderosa Party" and its talent was drawn from 1 1 stars who appear in Chevrolet's three current tv offerings, Bonanza, My Three Sons, and Route 66. "The Ponderosa Party" (Pon- derosa is the name of the ranch film-site of Bonanza) was dreamed up six months ago when Chevy's agency, Campbell-Ewald, Detroit, began planning the introduction of the sponsor's 1963 new-model cars. The agency rejected the traditional method, a one-shot spectacular, be- cause Chevrolet now sponsors three high-rated tv shows. A special would not add enough extra audi- ence. Not only was the special out the window, but (he agency creative team was faced with a production problem. With four different kinds of cars to be announced, the usual one or two minutes per commer- cial wasn't enough to give the view- er a good look. The single six- minute commercial solved the di- lemma. Then several months of preparation began. Content dilemma. As soon as planning was under way, the big problem was what to put on the screen for six minutes. Viewer boredom was the biggest pitfall in a commercial of this length. To create excitement the agency chose to make the setting a party at the Ponderosa ranch to which the Bonanza stars would invite the tal- ent from Chevrolet's other pro- grams. C-E then checked A. C. Nielsen Co. for audience flow figures 46 SPONSOR/8 October 1962 (would the viewers still be around at the tail-end of the show to see the commercial?) , reviewed past research for viewer atteutiveness to star commercials, and searched for indication of viewer reaction to longer commercials. Production complexities. After tallying the pros and cons, the agency went ahead alter client ap- proval. Numerous conferences fol- lowed between C-E creative and programing people. NBC was con- tacted to clear the way for a con- tinuous commercial of six minutes. The Bonanza program group was told to write a story that needn't keep in mind commercial breaks. Then the big job of gathering the stars together for shooting be- gan. The agency met with the producers of Chevy's three shows. Next came endless talks with the star's agents to contract for their services. Meanwhile, several versions of the script were developed. The final script was written so that it could be shot in short sequences to allow for different availabilities of the stars. Production was planned so that all of the stars would be before the cameras at the same time for some of the sequences. The script was broken down into a total of more than 100 camera setups. The cars' and stars' movements in the setting were plotted. Logistics of the production were solved for shooting the commercial in three fast-pace days — a rigid timetable. k Final shooting took place 14-18 ptember, just two weeks before e commercial went on the air. J [Chevrolet officials viewed the fin- I ished project, and the completed extravaganza moved toward air date 30 September. Open and close. The six-minute commercial was divided into two segments, a 30-second opener at the top of the show and a five- jminute, 30-second close. In the opening, star Lome Greene told (viewers that Bonanza would be uninterrupted by commercials and the punch would come at the end. From this division developed an imusing sidelight, says one Camp- Stars cavort with new Corvette George Maharis (1) and Martin Milner (r), stars of Route 66, show Sheri Rice (1) and Li/a Seagram new Corvette Sting Ray during filming of "Ponderosa Party" bell-Ewald official. The network's "B" relay for the midwestern time zone lost 13 minutes of the Bonan- za beginning. But an NBC announ- cer saved the moments by sum- marizing the lost portoin, includ- ing the 30-second opener. On cost, the agency isn't talking, but one executive did say, "It was- n't as expensive as it sounds. In fact I'd say it was a pretty good value for the money." ^ Ponderosa partners check the goods Fred MacMurray (1). star of My Three Sons, and Dan Blocker, co-star ol Bonanza, examine 1963 Corvette from top to bottom dining commercial shooting 5PONSOR/8 October 1962 17 WPOP OFFICIALLY ACCLAIMED * # 1 IN HARTFORD July-Aug. Hooper 12 N-6 p.m. Mon. thru Sat. WPOP Phil Zoppi V.P. & Gen. Mgr. Adam Young, Inc. Mid-West Time Sales I TIMEBUYER'S AADMCD uuii nm ii Media people: what they are doing and saying It isn't generally the rule of the game that when an account does an agency switch that the buyer goes along with the deal. It happened, however, in the case of Listerine which went over from Lambert &: Feasley to J. Walter Thompson last week. Both account and buyer Frank Sweeney made a dual exit. The latest one to swell the tide of timebuyer defectors is none other than Bates' senior buyer, Frank Moran. Frank, who bought for such accounts as Anacin, is now peddling tv time out of H-R's New York office. It may be strictly coincidental, but Moran's departure from the Bates agency is simultaneous with a bit of personnel reshuffling there. Some of the activity: the moving up of Bill Warner from special syndicated show buyer on Brown & Williamson, to assistant media supervisor on Colgate household products; and the addition of Paul Fitzgerald to buyer on Brown & Williamson. Paul comes from Gumbinner where he bought for Block Drug and Browne Vintners. It wasn't all work for these admen Taking time out from her "Funsville" program, KDKA-TV, Pittsburgh, per-l sonality Josie Carey chats with Dave Logan, FC&.B (c), and B&rB's Ira Kaltinickl A potpourri of fun and facts was dished up to some 200 agency toil-J ers during a 24-hour whirlwind excursion around and about the Pitt burgh market hosted by KDKA-TV and its rep, TvAR, recently. The unsuspecting guests who flocked in from New York, Chicago, Phila-J delphia and Detroit, became more than a little apprehensive wher advance programing notices hinted they were in for some pretty dull "fun" by featuring "egghead" lectures topped off by a visit to a local Indian Reservation. But as it turned out, the expected "prograr features" were all in fun (designed perhaps to frighten away the stall (Please turn to page 50) 48 SPONSOR/8 October 1962 Local signposts alone are a poor guide to putting advertisers on the map in the total regional market served by WJXT. You tap all of North Florida /South Georgia with WJXT . , . and enjoy a "bonus" of 239% more homes per quarter hour outside the Jacksonville metro area. With all 25 top programs in homes reached . . . with a whopping 85.4% penetration of the market, estimated by TV Digest ... all signs point to WJXT! FLORI yp for Orlando Daytona Beach Cape Canaveral ^TIMEBUYER'S CORNER Continued warts?). The group was treated instead to a series of events which included a moonlight boat ride (fully equipped with jazz sextet); din- ner at the Beau Brummel Club; and a revue provided by KDKA-TV talent. After a night's sleep and breakfast in bed, the buyers attended a presentation at the studio and participated in a fun quiz game. Among those who managed to cop prizes for high scores during the fun quiz: Lennen & Newell's Bob Kelly, Marion Jones; McCann- Erickson's Helen Burgurt; Y&R's Lorraine Ruggiero; Compton's Carl Sandberg; Donahue & Coe's Dan Delargy, all New York. Also, Cal Wilcom, Burnett; Irene Hess, EWR&R, Chicago; Len Stevens, Weight- man; and Betty Lavaty, North Advertising, Philadelphia. Promotion dept.: Young & Rubicam's Jerry Baldwin moved up to media account supervisor on the Bristol-Myers account. Getting the low-down on "Big Coverage Radio" Presentation by WOW, Omaha gen. mgr. Bill Wiseman (far r) during recent] luncheon series in New York attracted large turnout. Among them: (1-r) Gordon Gahland, Donald Foote, Polly Langbort, all YR.R; Carrie Senatore, JWT; Mary Ellen Clarke, Morse International, and Emmett Hurdt, Blair I Evidence that business must be popping at Grey, New York, is newsl that Joel Segall, buyer on such accounts as Westinghouse appliances/ G. E. flash bulbs, Catalina bathing suits, Downey Fabric Softner, Ivoryl Shampoo, has hired himself an assistant. Joel's new right arm is Donl McCarthy who hails from San Francisco. He was in government work| there. Can't help wondering: Who can top Compton's Noel Becker when it comes to traveling the shortest distance from office to home? NoelJ who has been with Compton for some three years now and buys or Ivory Soap, P&G Canada, and Cunard, lives right across the street] from his office. (We're terribly interested in learning what excuses he manages to muster up whenever he's late for work!) 50 SPONSOR/8 October 1962 $w m Pw* afinwii'Tifn HP Hi MP WESTCHESTER COUNTRY CLUB? v.. ■** *« m. JS? .r % TAKE A SECOND LOOK It's Northland Country Club, in Duluth. Take a second look at the Duluth- Superior-Plus market— it's bigger than you think! Bigger because KDAL-TV now delivers Duluth-Superior— plus coverage in three states and Canada— through fif- teen licensed translator stations! This ranks Duluth-Superior-Plus 63rd amongCBS affiliates* in homes delivered —it's bigger than you think! And only KDAL— serving over 250,000 television homes— delivers it all! If ^^ Duluth-Superior-Plus W\ uJr\ k — now 63rd in average a WGN station homes delivered! KDAL-CBS RADIO-TELEVISION 3 REPRESENTED BY EDW. PETRY & CO., INC. AND IN MINNEAPOLIS/ST. PAUL, BY HARRY S. HYETT CO. 'ARB NOV. 1961 KAHAU RADIO STATIONS KNOWN .... for the company they keep in Prestige Advertisers! KNOWN .... for community Public Service! No. 1 RADIO Tampa - St. Petersburg, Florida Sam Rahall, Manager No. 1 RADIO Allentown- Bethlehem- Easton, Pennsylvania "Oggie" Davies, Manager No. 1 RADIO Beckley, West Virginia Tony Gonzales, Manager No. 1 RADIO Norristown-Philadelphia Area John Banzhoff, Manager above stations represented nationally by H-R , . . New York also WQTY our station coming up fast in JACKSONVILLE, Florida National Rep., The Boiling Co. N. Joe Rahall, President 'Oggie" Davies, Cen. Manager BUYING CHANGES (Continued from page 36) buy new programing until it had first achieved a rating structure. As one rep put it, "With new first-run-off network programing that everyone, including the buyer, knows will get higher ratings than the dog shows formerly in that time, they are forced by orders from above to wait until the ratings are in and c-p-m's can be justified. By that time they have to pay a high- er rate and they lose the chance to buy a bargain — the new program- ing at the original rate — and Ave lose the revenue we need to justify the investment in the new pro- graming." Obviously this type of give and take tugging will always make for differences that vary only in degree not in intent. Some salesmen will be more effective than others: some buyers will have more leeway than others. And few buyers today have the authority that did such a pioneer as Carlos Franco when he was THE timebuyer for Young & Rubi- cam. He heard a network audition that piqued his interest; learned the network saw no future in the script, the idea or the personality. But Franco thought it was a nat- ural, and convinced agency peo- ple to expose it to the client, then convinced the client to try it. The program, a big success, was Duffy's Tavern starring Ed Gardner. Another CF coup stemmed from the inability of CBS to find a video sponsor for Arthur Godfrey. Time- buyer Franco came up with the idea of a simulcast, i.e., the same show on radio and tv at the same time — then something new. The sponsor was Lipton's Tea, the pro- gram— Talent Scouts. ^ SITUATION WANTED (Continued from page 38) of a routine check last week. The number of new people who registered with the Center from January to June 1962 was 551, Miss Landeau said. This number in- cluded account execs, copywriters, and media, traffic, and production people. Miss Landeau then explained five points of the Center's job de- velopment program, namely: (1) to telephone firms for quali- fied individuals; (2) to mail resumes to firms; (3) to mail four or five profiles of people (selected by occupation) to firms; (4) to visit employers to show how the Center can help them; (5) to cooperate with and ad- dress the meetings of professional agencies, such as 4As, Media Plan- ners, and League of Advertising Agencies. Stanton Gottlieb, super- visor of the advertising unit, heads up the speaking program. Recruits from campus. One of several areas of agreement Mrs. Falk (who heads her, agency) has with Fields and Mrs. Corwin, is that many agencies and big com- panies recruit their young talent directly from colleges and graduate schools and then start them through their training programs. "Very often, though," Mrs. Falk continued, "the kids start to call us about six months after they've had a taste of the job." ^ TWO-SET TV~ (Continued from page 41) associate media director, BBDO. The steady leaning toward own- ing more than one television set in the home is nothing short of phenomonal, but has always been somewhat anticipated. According to one broadcaster with an eye on second-set progress, Lawrence J. Pollock, director of research, WABC-TV, New York, the single most important reason for the growth in multiple sets is "the im- portance and vitality of television in the home." Its importance is reflected, he says, in several ways 1) The second set provides an al- ternate viewing choice for a mem- ber of the family. 2) Television sets are often looked upon as de- sirable decorative items. 3) Prices are substantially lower than they were several years ago. Convenience is also a factor in the growing consumer demand for two television sets. A family mem- ber does not have to watch the livingroom set if there is another in the den or bedroom. Programing as well as media planning stand to change. Pro- grams in the future may appeal more to one viewer than to the total family as they do today. ^ 52 SPONSOR/8 October 1962 ' The Voice of the Land t's a big land ... a proud land . . . that sweeps from sea to ea. Only a strong voice can fill it . . . reach it . . . move it to ts very heart. Listen to this voice. It talks to motorists as they crowd he busy roads. It gives a warning to farmers that frost is lhead. It sings a sweet song to lovers. It carries the news b businessmen. It wakes millions every morning and sends hem off to work . . . informed . . . entertained . . . often in- pired. For this is a practical voice, a spiritual voice, the very oice of America. It is the voice of AM Radio. RCA has played an essential part in the steady progress of AM. You will find the RCA nameplate proudly affixed to transmitters whose owners never toy with quality . . . never compromise with dependability. You will find the RCA name- plate your highest assurance of superior performance no matter what your broadcast requirements may be. Why not call in your RCA Broadcast Representative today. He speaks your language. The Most Trusted Name in Radio 50 KW Ampliphase 5/10 KW Type BTA-5U/10U 5 KW Type BTA-5T 250/500/1000 W Type BTA-1R1 EXERCISE ON TV (Continued from page 43) "Over the past 10 or 15 years we've had a tremendous change from manpower to automation and so require physical exercise of some sort,'' she observed. "And people have realized that they need it. Then, too, it's sort of a trend. Peo- ple are interested in looking good and feeling good, and they grasp at anything that will help them to look better and to feel better. Even various types of food and exercise —anything to make them look and feel better." Idol of fair sex. Idol of many women tv viewers is Jack La Lanne. This exercise and diet per- sonality got his start in 1952 on KGO-TV, the ABC station in San Francisco. La Lanne is currently appearing on some 64 stations across the country. According to his Hollywood office, 48 are trade- outs, six are modified trade-outs and the rest are straight buys by the La Lanne office. Henry C. Akerberg, general manager of La Ed Coughlin, of Peters. Griffin, Woodward, passes the club hat to Bob. Bob Rowell, of F., C. & B., joins the Tricorn Club Our club hat is crowning some of the smartest market-media brains in the land. It makes no difference whether they're adorned with crew-cuts, flat-tops, ivy- league-trims, Jackie K. bouffants — or just a flesh-tone expanse. Bob made the club's exclusive ranks by winning this required quiz: 1. What is the Tricorn Mar- ket? 2. What is North Carolina's No. 1 metropolitan market in population, house- holds and retail sales? Answer to both: the 3-city "tricorn" of Winston-Salem, Greensboro, High Point. He then scored a triple parlay by knowing what state ranks 12th in population. (Sure you knew it's North Carolina?) But the real money winner is the marketing team that knows WSJS Television is the No. 1 sales pro- ducer in the No. 1 market in the No. 12 state. Source: u s Census TELEVISION WINSTON -SALEM /GREENSBORO /HIGH POINT Lanne, Inc., told sponsor that the station trade deals call for each outlet to give La Lanne two min- utes for his own commercials. The station keeps four minutes of each of the Monday-through-Friday 30- minute programs for its own use. Akerberg said that he hoped to have some 80 stations lined up by the first of the year. All told, there are some 400 shows available for syndication. Compton Advertising (Los An- geles) has been handling the La Lanne account since 1959. Accord- ing to Akerberg, some $750,000 is spent annually on production and time, mostly, he said, in produc- tion costs. Mail-order technique. The Jock La Lanne Show uses the mail-order technique with emphasis on such La Lanne products as a "Glamour Stretcher," "Exclusive Formula Shampoo," "Woman's Trimsuit" and "Instant Breakfast." In a pam- phlet sent to viewers who purchase La Lanne's products, he explains "Why I sell La Lanne products when I should be concentrating 100% on my message of 'physical fitness through exercise.' The an- swer is simple. No one pays me to do my daily tv show. It is very costly to buy tv time for five half hour shows each week, and because we are not on a network, each sta- tion carrying the show must have films or tapes to play. This too is very costly. The original filming— the hundreds of film prints, pro- duction charges, shipping to sta- tions—it all costs a lot of money Thus, the only way I can bring yo my daily half-hour show is throng the sale of products I believe in." Doesn't hawk gadgets. Unlik some video exponents of health and physical education who hawk their own exercise gadgets and gim micks, John Hills insists that he provides the viewer with the same results by using such everyday ob jects as towels, brooms, chairs am books. Hills, who last week made his bow on NBC TV's Today as i regular 8:30 to 9 a.m. segment oj the weekday series, was last seerj on WNBC-TV, New York, as regular weekday morning feature Hills, who racked up a sturdy sale record with his Slimnastics pre gram on the NBC flagship station started his new Today segmen 54 SPONSOR/8 October 196 I: m\ ii'iiiu ^ I ? 1 1 1 1 1 1 1 1 1 M • I * ililf Bill Roberts and Carl Coleman-Washington corresDondents for five Time-Life Broadcast stations. HOW CAN A DENVER STATION HAVE A WASHINGTON BUREAU? The same way a station in Grand Rapids, Indianapolis, Minneapolis/St. Paul and San Diego can- through the resources of Time-Life Broadcast. Bill Roberts and Carl Coleman cover Washington for the Time-Life stations. They keep track of home-state senators and congressmen, follow up news leads of special interest to their listeners. Each day they feed each of the group's radio stations the particular news that people in that area care about. They ship exclusive TV film, too. Roberts and Coleman are two reasons why Time-Life Broadcast listeners and viewers stay on top of the important news from Washington. And there are eighteen more reasons— the skilled, specialized correspondents who man the Time Inc. Washington news bureau. TIME -LIFE BROADCAST,! NC. KLZ-TV-AM-FM DENVER, WOOD-TV-AM-FM GRAND RAPIDS, WFBM-TV-AM-FM INDIANAPOLIS, WTCN-TV-AM MINNEAPOLIS ST. PAUL, KOGOTV-AM-FM SAN DIEGO DNSOR/8 October 196L 55 with a faithful sponsor, Prince Matchabelli, Inc. — a division of Ghesebrough-Pond's — via the J. Walter Thompson Agency. When Hills was on WNBC-TV, one of its charter advertisers was Polyderm Face Cream, made by Prince Matchabelli. When a trial size jar of Polyderm for 25 cents was offered to viewers, more than 2,000 requests were received. Minimum of effort. Hills, who has a university (Ohio State) back- ground, was athletic director of the Columbus Athletic Club for many years. He made his tv debut in 1955 on a Columbus station. In 1958 he moved his program to KDKA-TV, Pittsburgh, when it was seen every clay. In 1961, he shifted his program to WIIC (TV), NBC TV's affiliate in Pittsburgh; it can still be seen daily on tape. Attacks sit-itis. Another persist- ent flogger of tv "sit-itis" and "spec- tator-ids," two common maladies of 20th Century Man, is Bonnie Prucl- den. Miss Prudden is in her middle forties and as winsome (5'3i/2", 33- 23-34, 125 pounds) as a Vassar lass on a daisy chain. She claims to have been the first of her sex to have promoted the idea of push- ups as a means of well-being for tv viewers. It was on the old NBC TV Home show with Arlene Fran- cis that Miss Prudden introduced the theme of physical fitness. Sub- sequently she was seen on the To- day show with Dave Garroway and in guest appearances on radio/tv programs with Arthur Godfrey. Miss Prudden has written many authoritative books and articles and was an active member of President Eisenhower's Citizens Advisory Committee on the Fitness of Ameri- can Youth. New tv show in works. Miss Prudden said that she is readying a new physical fitness program for tv called The Bonnie Prudden Fit- ness Show. The pilot of this Mon- day-through-Friday 15-minute se- ries will soon be shown to potential clients. Meanwhile, she is convinced that tv is about 65% responsible for the poor physical condition that Americans find themselves in. The automobile contributes the other 35% to man's flabbiness, she thought. She also believes that tv could do a big job in reducing heart attacks and many other ail- ments. She is determined that tv shall do all it can to lift the fitness level of American children who, according to medical findings, are below European children. "What we are doing now on tv is throwing the public a few reducing exercises, none of which work unless the viewer understands that proper diet must go with it," she asserted. Tv, she is convinced, could do much to harden the mushy underbelly of viewers, if they would dedicate time to family exercises. Without moving muscle. Bearing in mind what President Kennedy recently said about the importance of physical fitness, many local sta- tions are launching special exercise segments in an effort to improve the situation. In the New York area, for example, Vic Obeck, di- rector of athletics and physical ed- ucation for New York University, recently started physical fitness ex- ercises during half-times on WABC- TV's High School Sports presenta- tion of the "Scholastic Football Game of the Week." Obeck re- cently produced a record, "Isomet- ric Exercising — How to Exercise Without Moving a Muscle." Obeck invites both tv viewers and specta- tors at each game to do a bit of it. Meanwhile, gymnasium owners and makers of electronic vibrating gadgets for reducing weight, ap- pear to be momentarily cutting down on their broadcast advertis- ing. With few exceptions they have pruned their radio/tv budgets con- siderably. Tanney promises return. One of the biggest buyers of spot tv until recently was Vic Tanney. Current- ly the Tanney gymnasiums are going through a franchise-holding re-organization and consequently are cutting back on their video acb vertising which at one-time report- edly reached nearly $2 million an- nually. Its New York agency is Kastor, Hilton, Chesley, Clifford & Atherton, its West Coast agency, Stahl, Lewis 8c Patton. Vic Tanney is reportedly doing some limited tv advertising on the West Coast and some newspaper advertising in the East but no tv advertising of any consequence. Its New York agency said there would be a considerable spurt in tv advertising as soon as the Tanney re-organization prob- lems are squared away. Niagara to go on tv. Niagara Therapy Mfg. Corp., maker of the Cyclo-Massage, is currently spend- ing some $100,000 in a radio cam- paign in San Francisco, Cincinnati, Boston, Cleveland, and Columbus, according to Maxwell Sackheim- Franklin Bruck, its agency. Niag- ara is also conducting a $50,000 tv drive in Cleveland, Cincinnati, Columbus and Boston. The agency said it was contemplating the ex- penditure of approximately $100,- 000 starting the first of next year, perhaps on NBC TV's Today. A drive to increase sales of the Relax-A-Cizor is under way, accord- ing to Metlis and Lebow, the agen- cy on the account. The agency said last week that "over the past 10 years we have utilized participating announcements in both radio/tv 'personality' shows." "We have found that this recommendation and endorsement method of adver- tising is extremely effective," Stevens P. Jackson, v. p. of the agency, said. "During the past year we have used such personalities as Doroth\ Dick (WOR, New York) , Ron Mc Coy (KFI, Los Angeles) and Jack Spector (WMCA, New York) . We plan to expand this 'personality' radio and tv advertising this fall in both large and small markets throughout the country." i REP PRO (Continued from page 45) "wouldn't recognize a creative or unique method for furthering th campaign if he fell over it." He also the guy who doesn't know ho to service the buy, before or after Amateur isn't hep to changes Another sign of a rank amateur according to some, is the salesmai (specifically the radio salesman who fails to understand the change in the broadcast advertising busi ness and act accordingly. "On the shoulders of a sale^ man," says a well-known buyei "rests the very image of the re| shop." If he is sloppy and ineffi cient, or antiquated in his think ing, the buyer is apt to relate thi image to the entire shop. "That' why," he adds, "former timebuyei make the best salesmen. The know what a buyer is looking fo in a seller." ^ 56 SPONSOR 8 October 196 All about time... in 12 hours Involved in time buying? Broadcast sales? Traffic? Work in New York for a rep, network, agency or advertiser? Chances are you've got problems. We've got answers— in the 1962-'63 Time Buying and Selling Seminar. The new TB & SS is "all about time." It's a one-of-its-kind, 12-hour course in the business side of broadcasting, designed to help make your work easier and provide the know-how that can mean faster advancement. 9 Curriculum : Covers everything from the basics to the nuances of time buying and selling. Sessions: Eight, 5:30 to 7:00 p.m., every Tuesday starting October 30. Instructors: Indus- ry executives representing advertiser, rep, agency and network operations. ointing particularly to television idvertising. -letcher Richards, Calkins & Hol- len has chalked up another mil- ion in billing with the takeover »f the defunct R. W. Webster Agency, Los Angeles. Six Webster staff members have >een added to the Los Angeles i all of FRC&rH. leldrum and Fewsmith, Cleveland, I 'as reorganized its media opera- | ion into two formalized parts, con- 1 inier and industrial. Taking over as media group j lanager for consumer products is Bruce Hardy and his counter- in for industrials is Henry Pla- k. Both move up from associate iedia director posts. Other personnel moves: Robert I Davison moves up from associ- e research director to associate Agencies attend Stadium Day The first Annual WJW-TV Day at the Stadium for Agency Executives brought out 150 admen to the Cleveland park. The only not-so-festive note ol the oc- casion: Indians lost to White Sox, 10-1 Launch ABC TV/AFL season foe loss. \I1. commissioner, talks over coming season with agencj men repre- senting network sponsors. L-r: Joel Nixon (Maxon); Harold Miller (Grey); Foss; Tayloi Alexander (Y&R) Peacock prepares for color panorama Color is the key-note, as WESH-TV, Daytona Beach, pet peacock prepares to greet arrivals at the recent closed circuit color preview party of the 1962-63 season Telling the market story to new rep Leading the discussion at the two-da) weekend series ol workshop sessions, held h\ WPEN to indoctrinate the sales staff of AM Radio Sales in the station and Philadelphia market stories, is Erwin Rosner (standing), WPEN general sales mgr. ONSOR 8 October 1962 :.!> media director of industrial prod- ucts, and James A. Ziegler, new from Ketchum, MacLeod & Grove, Pittsburgh, has been named associ- ate media director of consumer products. Alan St. George will work in media research and evalu- ation. Appointments: Maccabees Mutual Life Insurance to D. P. Brother . . . Volkswagen to Doyle Dane Bern- bach GmbH (Dusseldorf) . . . Beta Corp. of St. Louis to Richard C. Lynch . . . WOKR, Rochester, to Huchins Advertising . . . Warner- Lambert Pharmaceutical's Richard Hudnut cosmetics and toiletries, DuBarry cosmetics and toiletries. Ciro Perfumes, Sportsman toiletries and the Fizzies line of soft drink tablets (worth in total about $3 million) to Lennen & Newell, from Lambert 8c Feasley . . . Executive Auto Leasing Co. to Holtzman- Kain Advertising . . . The Ice Cream Division of DCA Food In- dustries to Smith/Greenland . . . POLITZ KNOWS WHY LISTENERS PREFER WGY IN ITS 25-COUNTY COVERAGE AREA ■ Characterizing WGY, 203,000 listeners con- sider WGY more "public spirited" . . . 228,000: favor WGY as "most helpful" ... and 170,000* specify WGY as having "best advertising." WGY competes with 110 other stations for these lis- tener preferences. ■ Only the Politz study tells advertisers who, what, when, where and why people listen in Albany, Schenectady, Troy, Northeastern New York and Western New England. For the com- plete Politz survey on WGY's 25-county listen- ing audience, contact WGY or your Henry I. Christal Co. representative. *7"/>ose expressing an opinion. WGY 982-26 810 KC 50 KW A GENERAL ELECTRIC STATION ALBANY SCHENECTADY TROY The Pharmaceutical and Labora- tories division of Schieffelin & Company to Gardner, from Sudler 8c Hennessey. Merger: Post, Morr & Gardner and Keyes, Madden & Jones, Chicago. Combined billings are in excess of $30 million. Merger date is 1 Jan- uary. Talent merger: United Talent Management, Ltd., and Interna- tional Management Associates, have formed an association in the agency management and represen- tation fields. Both firms were formed within hours of each other in July shortly after MCA an- nounced the cessation of its talent I agency business. Top brass: Adrian Brown to chair- man of the Plans Board and mem- ber of the Board of Management! of the Los Angeles office of Mc- Cann-Erickson . . . Jeremy Gury, J. Ross MacLennan, Richard A. R. Pinkham and Dan Rodgers to the Executive Committee of Ted Bates! . . . Reva Korda and Clifford Field to senior vice presidents at Ogilvy,: Benson & Mather. New v.p.'s: William J. Casey at! Kelly, Nason . . . Albert P. Moli- naro, Jr., at Robert A. Becker . Tom D. Scholts at Wade Advertis; ing, Los Angeles . . . William I Craig at Young & Rubicam James W. Beach, broadcast super' visor, Harvey W. Clements, ac count executive and John A. Lil berton, director of the commercia production department, at Foote Cone & Belding, Chicago . . . Wil Ham Casey at John W. Shaw Herbert Arnold, Samuel Bernsteir Helen Van Slyke and Murray RoJ fis to vice presidents at Normar Craig & Kummel. PEOPLE ON THE MOVE: Joh McKee, Jr., to assistant manager c the Detroit office of BBDO . . Edmond F. Cohen to copy chk at Elkman Advertising . . . Ricl ard McClenahan to media directc of Guild, Bascom & Bonfigli . . Thomas E. Fraioli to vice pres dent of sales for Advertising A sociates . . . Richard K. Burton t radio-tv director at Houck & Con pany, Roanoke . . . Lee D. Carlsa 60 SPONSOR/8 October 196 WASHINGTON WEEK 8 OCTOBER 1962 / cwi.ht iwa What's happening in U.S. Government that affects sponsors, agencies, stations It was a hard session of Congress for the lawmakers, with frequent collisions on policy matters: however, little of the battling spread over into broadcasting, for which it was a very easy session. Absent from the 1962 scene were the fire-breathing investigations which were embarrass- ments at best. It was the first year in which there were mere threats of headline-grabbing probes, but no performance, since all the way back before events led to formation of the Harris subcommittee. On the minus side, there was also no action whatever on the thorny question of political equal time, beyond one inconclusive round of hearings. There was an adopted resolution calling on the FCC to hold off on putting new stations on the clear channels and asking consideration of higher power. The bill to require that all TV sets sold in interstate commerce be equipped to receive UHF as well as VHF did go all the way through Congress. And Congress exacted as part of the price a promise not to indulge in any additional deintermixture. The Boston channel 5 decision, allowing Boston Herald-Traveler subsidiary WHDH-TV to continue in operation, is interesting from the point of view of FCC policy toward newspapers. Interesting, but not conclusive, because the final outcome may have been as much anti- Minow as pro-anything else. It was Commissioner Lee, probably as little anti-Minow as anybody else on the FCC with the possible exception of Bartley, who is said by FCC sources to have insisted on immediate consideration of the question. There had been a disposition to hold over for new Com- missioner E. William Henry's vote. As it turned out, the vote was 4-1 for WHDH, with Minow being the one. Neither Bart- ley nor Craven voted. The Herald-Traveler is both a newspaper and a corporation which has had antitrust difficulties, as have many other corporations in the broadcast field. It also faced an appli- cant which was not handicapped by a "black mark" for alleged misconduct in the original contest for the channel. The majority dealt most strongly with the newspaper aspect and with the past broadcaster performance situation. It acknowledged the FCC criterion of diversifica- tion of the media of communications when choosing between applicants. It said, however, the Herald-Traveler doesn't have the dominant newspaper position in Boston that its oppo- nents have alleged. The majority concluded that the admittedly excellent broadcast record of the Herald- Traveler with WHDH-radio and WHDH-TV more than outweighed the diversification factor. This would appear to be a turn away from what appeared to be a growing FCC hostility toward newspaper ownership. Admittedly, the anti-Minow factor can't be felt or weighed, although it was there. Even if Henry turns out to share the Minow ideas on the subject, thus subtracting the Cross vote, the Craven vote against discrimination against newspapers would make it pop right back up to four. Aside from the fact that the Commissioners were rushing to get as many votes in as possible before Minow brought up at least one reinforcement last week, the excellent WHDH record which everybody admitted acts against considering this case any kind of a sweeping precedent. Even after all these cautions, however, the WHDH decision does seem to bulwark the future hopes of newspapers in contested cases — and substantially. fONSOR/8 October 1962 61 "SPONSOR HEARS 8 OCTOBER 1962 / copyright mz A round-up of trade talk, trends and tips for admen Looks like Phillips Petroleum will make a decision by the end of this week on the agency that's to succeed Lambert & Feasley in the administration of the $7-8- million Phillips account. The Phillips coterie designated to pick an agency has been in New York the past three weeks talking to candidate agencies and evaluating their respective advantages. Making the task a tough one is the fact that Phillips has had the same agency for 35 years, ever since it emerged as an important figure in the oil industry. Getting special lines from the Bell System for regionals, feeds and cut-ins has become quite a headache for the traffic departments of the tv networks. Two things have created the problem : ( 1 ) the Government's call on such facilities for its space shots, Dew Line and computer uses and (2) the fact that the need for the cables has expanded faster than the conservative Bell System wants to expand. The solution : the FCC stepping into the situation. Just about a year ago James Vicary and his technique of subliminal projection kicked up quite a verbal storm. Ernest Dichter called the device "subliminal manipulation" and the FCC issued a verbotten ukase against this tinkering with the unconscious. Bills were even intro- duced to outlaw the thing. It's interesting to note what happened to Vicary subsequently : he ceased being a free- lance research consultant and took a job with Dun & Bradstreet. One way that an agency can put its continuance with an account in jeopardy is the attitude that it exercises toward attendance of important client sales meeting. A choice piece of business in the midwest appears to be on tenderhooks mainly because nobody of real consequence in the agency has shown up at such a gathering in some time. One of the smaller reps has composed a folksy bit of similitude to counteract the efforts of the bigger boys to alienate his cream stations. The argument runs something like this: The people in our organization are of the lean breed and not fat cats. Hence they're going to work harder and more efficiently for your station than those who already have it made. A cozy arrangement prevails on the sponsoring end of one of the cartoon series. Two people in the client organization and an executive in the agency involved in the account all have pieces in the firm producing the cartoon. 62 The latest quarter from which Madison Avenue is expecting a blast is Time Magazine. The publication has been doing a researching job on advertising research, with what is said to be an emphasis on tv. It's no secret to any one in the business that the ad fortunes of print haven't been so happy, particularly when compared to tv. SPONSOR/8 October 196 • - *?rr7&7s?& %?^>>"?aH m %££*„:■& «Wfc**<^***!f* ' 'v:-:*wsk*5 «k-: X-*-: f 410 lieball's jjreat center fielder, S. F. Giant Willie Mays, displays j,, y ease and grace in robbing another batter of a sure hit. San Fran- <■ x> Examiner photographs by Charlie Doherty. ACTION... ...live and direct. That's what sports fans associate with San Francisco's KTVU. Giants baseball, college basketball ice hockey, pro football, wrestling... they're all live and direct on KTVU. Sponsors know KTVU offers still another ction...the immediate buying action of audiences tailor-made for the advertiser's product message. Top syndicated shows, post '50 movies, children's programs, local productions. Match the program to your product and watch sales go. The Nations LEADING Independent TV Station KT SAN FRANCISCO • OAKLAND Represented by H-R Television, Inc. PONSOR/8 October 1962 63 SPONSOR NOW AUDITED 1E0 m Member of the Audit Bureau of Circulation SPONSOR THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE to media director and manager of the media department of Roche, Rickerd, Henri, Hurst . . . Sydney H. Lawrence to Norman, Craig &: Kummel as marketing account ex- ecutive . . . Frank Fitzgerald to di- rector of programing at Warwick & Legler. Kudos: Esty Stowell, president of Ogilvy, Benson &: Mather, has for the third consecutive year been named chairman of the Advertis- ing Committee of the United Hos- pital Fund. Associations There were some interesting de- velopments to come out of the Grand Bahama Island meeting of the Florida Assn. of Broadcasters. First, the 1963 Convention was set for Jacksonville, Hotel Robert Myer, 20-22 June. The Mid- January Board meeting will be at the Hotel Cherry-Plaza in Orlando. The association announced the continuation of its $500 College Scholarship started this year and the establishment of ten high school awards to be presented in late spring, 1963. Here's news for advertising schol- ars: the fall series of Time Buying and Selling Seminars of the IRTS kicks off 30 October. The eight-week course in the business side of broadcasting will be conducted on Tuesday evenings, 5:30-7:00 p.m. at CBS Radio, 49 E. 52 Street, New York. V majority of the radio stations in New York State have launched a •>ix-week campaign designed to in- crease the consumption of milk. Coordinated by the state Broad- asters Assn., the campaign in- ludes the airing by each station >f 21 one-minute spots a week on he theme "Milk is a Masterpiece )f Nutrition." PEOPLE ON THE MOVE: Hugh DeSamper, radio-tv manager for olonial Williamsburg, to execu- ive secretary of the Virginia Assn. >t Broadcasters, a new post . . . Alfred A. Whittaker, vice presi- lent and director of marketing, Iristol-Myers Products division, to chairman of the ANA's Committee on Planning and Evaluation. Tv Stations KTTV, Los Angeles, which several weeks ago broke away from Blair to set up its own selling organiza- tion, has opened its San Francisco regional sales offices. Headquarters are at 68 Post Street under the helm of Ed Haw- kins, formerly with Lennen Sc Newell. Phone number: SUtter 1-3705. Syracuse looked like "the entertain- ment capital of the world" last week when WNYS-TV played host to a raft of Hollywood stars and civic, business and educational dig- nitaries. The occasion was the 2 October Gala Premiere and Open House at Shoppingtown to mark the "offi- cial" opening of the new station's tv facilities. The public had an open invita- tion to come in and look around throughout the week. Ideas at work: • WFLA-TV, Tampa-St. Peters- burg, used a contest among high school students to pick a guest teenage reporter for its news staff. • WIIC and the Pittsburgh Gol- den Triangle Assn., a merchants group, drew more than 30,000 per- sons to downtown Pittsburgh for a salute to the 175th anniversary of the University of Pittsburgh. Event included a two-hour-long parade and an hour-long display of dra- matic pyrotechnics. • A unique advertising insert— a gate fold which opens upward, rather than out— is being used by KONO-TV, San Antonio, in its trade paper advertising, to drama- tize the station's new tower which boosts coverage from 8,000 to 18,- 000 square miles. • WNAC-TV, Boston, in view of the changeable New England weather, has decided to have seven different weather girls this season, one each night of the week. The girls were introduced to the public last week via a whirlwind motor- cade tour to City Hall, the State House, the Weather Bureau at Logan Airport and several other populated spots. PEOPLE ON THE MOVE: George L. Griesbauer to account executive in the local sales depart- ment of WMAL-TV, Washington. I). C. . . . Charles Macatee to na- tional sales representative foi WMAL (AM-FM &: TV), Washing- ton, D. C. . . . Edgar R. Smith to account executive for WOKR, Rochester . . . Steve Kronquest to loc al sales representative at WH EC- TV, Rochester. He'll be replaced at the radio station by Gary Sankey as sales rep . . . Austin Heywood to director of promotion and public- ity at KTLA, Los Angeles, replac- ing E. Robert Nashick, now adver- tising and sales promotion man- ager of KPIX, San Francisco . . . Howard E. Bolton to advertising and promotion manager for WIIM- TV, Grand Rapids . . . Tom E. Paro to station manager for WRC- TV, Washington, D. C. . . . John T. Murphy to executive vice pres- ident of Crosley Broadcasting Corp. . . . Dolores Wagner to head of the rating research department at KH J-TV, Los Angeles . . . Rich- ard H. Burt to the sales staff of WOKR, Rochester, from vice pres- ident and general manager of WDOE, Dunkirk . . . Crawford Rice to administrative assistant of KTVT, Sioux City . . . Charles Kelly, station manager of WCKT, Miami, to vice president of the Biscayne Television Corp., parent company. Radio Stations Richard H. Ullman, sales division of The Peter Frank Organization, revealed its 1963 line of produc- tion and station concept packages at its semi-annual series of sales meetings in New York. Included in the 1963 materials of the radio syndicator: updated versions of RHU's "The Big Sound," "Dimensional Radio," and "Formatic Radio" and a new line of musical commercials ranging from simple open-end jingles to custom-created commercial con- cepts. In addition. RHU will now dis- tribute product created by another firm, Music Makers. Financial report: Wometco Enter- prises reported net income for the 12 weeks ended 8 September was PONSOR/8 October 1962 65 up 34.8% to $400,834 over the $297,462 reported for the same period in 1961. Per share earnings were 36 cents vs. 27 cents and gross income was $4,184,814 compared to $3,797,053. Sports sales: The Notre Dame football games on WABJ, Adrian, Mich., to Wilson Motor Company, Tecumseh. Inspection tour: A group of 25 U. S. businessmen and broadcast- ing officials, led by the Radio Free Europe Fund, leaves New York 12 October for a look of RFE's facil- ities in West Germany and Portu- gal. Happy anniversary: WSUN, Tam- pa-St. Petersburg, celebrates its 35th year in November. New quarters: WSLX, Nashville, held an open house to mark the opening of its new Broadcast Cen- ter. PEOPLE ON THE MOVE: Dave Valentine to news director at KEX, Portland, replacing Pat Wilkins who moves to KATU-TV . . . Charles Kennedy to station man- ager of WONE (AM & FM), Day- ton . . . Michael Laurence, former director of public relations for the Straus Broadcasting Group, to vice president of Continental Public Relations . . . Bob Cooper to direc- tor of programing and assistant general manager at KEX, Portland . . . Robert Karr to account execu- tive at KGMB, Honolulu . . . Neil E. Derrough to national sales rep- resentative at KCBS, San Francisco . . . Chuck Heiser to merchandis- ing director of WCAU, Philadel- phia . . . Jack J. Link to general manager of the Chem-Air radio stations. Fm WPEN (FM), Philadelphia, began operating as a separate and inde- pendent station on the first of the month. Simultaneously, John E. Surrick was named sales manager, setting in action the first step to individ- ualize the operation of the fm sta- tion. Surrick is on transfer from na- tional sales manager post at the am station. Due on the air: Fort Worth's 10th radio station— and its fourth fm fa- cility—will take to the air in late October or early November. The station: KXOL (FM). Jere Hahn has been named manager. PEOPLE ON THE MOVE: Mor- ton Stern to merchandise manager of the QXR Network . . . Dale Peterson has resigned as general sales manager of KGBS, Los An- geles, to become director of broad- casting of Harry Naizlish Enter- prises, which includes KRHM (FM), Los Angeles, KPAL, Palm Springs, taped radio and tv shows and real estate interests. Networks There were no requests for rebates from the three sponsors of ABC Radio's coverage of the Patterson- Newsmakers in tv/radio advertising Fulton Wilkins has been named general manager of KEX, Port- land. He's been on the sales staff at KSFO, San Francisco, and pre- viously, spent four years with CBS Spot Sales in New York. Be- fore that Wilkins was with KNX, Los Angeles. KEX operation has recently been taken over by Golden West Broadcasters from Westinghouse Broadcasting. Donald F. McCarty, formerly sales manager of the Avery- Knodel radio division in New York, has been named director of radio sales development and special services for the rep firm. Before joining A-K, he was an account executive and in media at the S. E. Zubrow agency. He also worked for Schlitz and BBDO. Vance L. Eckersley is the gen- eral manager for WTEV, the new third station in Providence-New Bedford-Fall River. He's been in tv since 1953 when he was named management representa- tive for WDAU-TV, Scranton. Previously he was an attorney and CPA. In 1954 he became head of WDAU (AM & TV) for Scranton Broadcasters. Peter R. Allen, a sales executive in John Blair's Detroit office since July 1960, has transferred to the same post in New York. Allen started as a salesman for the Burroughs Corp. for two years, then worked for WWJ, Detroit, as a time salesman, for the D. A. Marks agency as an account executive and WXYZ- TV. Detroit as a salesman. 66 SPONSOR/8 October 1962 Liston fight, advised the network. Although the bout lasted only two minutes and six seconds, the network was on the air from 10:05 to 11:17 j). in. with coverage and commentary. This satisfied all ad- vertiser guarantees. Sponsors were Hudson Vitamins Products, Bris- tol-Myers and The Mennen Co., which had the pre-fight segment. Note from Sindlinger: 67,783,000 people in the continental U. S. heard the radio network's cover- age, the largest audience for any commercially sponsored event in broadcast history, according to ABC. CBS Radio still has quite a bit of mileage to go in connection with the presentations of "The Third Dimension," its audio-visual pitch on transistor-battery radio usage based on the new Nielsen service. Since mid-September, the net- work has given public showings in New York, St. Louis, Chicago and Minneapolis. Cities still on the itinerary for October presenta- tions: Philadelphia, Boston, Cleve- land, Akron, Detroit, Cincinnati, San Francisco and Los Angeles. Sales: One-third sponsorship of NBC TV's coverage of the elec- tions 6 November to Purex (Ed- ward H. Weiss) . . . "NBC News Morning Report," a new series of five-minute daily news reports, to General Mills (NL&B) and Bristol- Myers (Y&R) . . . "Alumni Fun," a new Sunday afternoon question and answer show which premieres on ABC TV in January, to Ameri- can Cyanamid . . . ABC TV's "Fight of the Week" to General Cigar (Y&R), which joins Gilette >n the weekly boxing series . . . NBC TV's "Today Show" to West- clox, starting 15 October . . . ABC FY's "discovery '62" to Post divi- sion of General Foods. Happy anniversary: "Sunoco Three Star Extra," NBC Radio's Mon- iay - through - Friday 15 - minute rewscast, celebrated its 15th year m the air 28 September. 'EOPLE ON THE MOVE: Mil- on Brown, manager of program uiblicity for the NBC Press de- Kutment to coordinator of NBC sews Information Services and Merryle S. Rukeyser, Jr. to direc- tor of program publicity . . . Gene F. Seehafer, account executive in the Chicago office ol CBS Radio sales, to the New York staff. Reps Thomas E. Rankin, formerly of KETV, Omaha, was named branch manager of the new Broadcast Time Sales office in Pittsburgh. The office is the second of five to be set up this year. BTS plans the opening of three more offices before the end of this year. Rep appointments: W'NDR, Syra- cuse, to Robert E. Eastman . . . WMMM, Westport, to Prestige Representation Organization . . . WFBL, Syracuse, to Advertising Time Sales . . . WSLS-TV, Roa- noke, to Katz . . . WAII, Atlanta, to Blair-TV. PEOPLE ON THE MOVE: Rob- ert Mugnai to the sales force of National Time Sales . . . John A. Thackaberry, Los Angeles manag- er, to vice president, Lee A. Lahev to secretary, and Frank L. Boyle to vice president of Robert E. East- man. Obit: Stanley J. Reulman, vice president of the Western division of Katz and manager of the San Francisco office died 28 September. Film News out of Four Star the past week included figures on a pros- perous fiscal year just over, a sales report from the newly-formed dis- tribution arm and consumer ad- vertising plans for the future. Four Star Television net profit for the fiscal year ended 30 June totaled $734,077 or $1.20 a share compared to $647,422 or $1.06 per share the previous year. Gross rev- enues for the 1961-62 fiscal year were $19,962,980 compared with $24,193,715 the previous fiscal year. More than $750,000 in market- by-market sales was grossed by the newr Four Star Distribution Corp. in the first four weeks of its exist- ence, according to vice president and general manager Len Fire- stone. The company is selling five Four Star off-network shows. Set against this bullish back- ground, the syndication branch of Foui Star has scheduled an un- precedented consumer ad cam- paign io supplement) its trade ad- \ei tising. 1 nc luded w ill be ads in local consumer newspapers just prior to the arrival of the Four Star representatives in each mar- ket, to inform both station execu- tives and the public. Warner Brothers and Red Skel- ton's Van Bernard Productions have gotten together for the de- velopment of some new tv ma- terial. Under the new production ar- rangement, Guy della-Cioppa, ex- ecutive producer of Van Bernard, will be in charge of project devel- opment for Van Bernard in its association with Warner Bros. A new film production company to produce and package tv docu- mentaries and industrial programs has been set up by three former CBS TV executives. The three: Charles Romine, Charles R. Fagan and David Moore. Name of the new company is Fast End Productions. Sales: Screen Gems' new package of 73 post- 1950 Columbia features to WGAN-TV, Portland, follow- ing the initial sales to four CBS TV o&o's . . . Allied Artists Tele- vision's Cavalcade of the 60's, group I, features to WLOS-TV, Asheville, WTAF-TV, Marion, WPRO-TV, Providence, WOKR- TV, Rochester, WSAV-TV, Savan- nah . . . NTA's "Probe" to Idaho First National Bank for stations in Boise and Idaho Falls, KXLY- TV, Spokane. WEAR-TV. Pensa- cola, WHBF-TV, Rock Island- Davenport, tipping total markets to 40 . . . Seven Arts volumes four and five of 93 post- 1950 Warner Bros. features to 15 more stations, following initial sales to three CBS TV o&o's . . . Warner Bros, first half-hour series release, "Lawman," to WNEW-TV, New York; KTL A. Los Angeles: WWJ-TV, Detroit; KHOU-TV, Houston; KPTV, Port land; KFDX-TV, Wichita Falls. Financial report: Official Films had pie-tax earnings of $433,000 P0NS0R/8 October 1962 67 for the fiscal year ended 30 June. Net income after taxes was $205,- 000, equal to 7 cents per share. New quarters: United Artists As- sociated has entered the second phase of its expansion program for 1962 with the removal of its New York home office to 555 Madison Avenue. The former headquarters at 247 Park Avenue will continue to house accounting, advertising, promotion and research depart- ments. PEOPLE ON THE MOVE: Don Joannes to western division man- ager of 20 Century-Fox Tv, re- placing William L. Clark, who moves to New York as eastern divi- sion manager. Public Service WNOX, Knoxville, took to the air to explain to its listeners the whys and wherefores of its broadcasting policy. This more or less offbeat public service concept takes the form of a 10-minute tape called "Profile" which the station ran on alternat- ing days during the week of 24 September. Originally devised for Blair pres- entations, the tape was presented in program form, narrated by pro- gram director Bob Hood. It pre- sented a montage of both network and local programs. Public service in action: • KCBS, San Francisco, served as the official broadcast informa- tion center for the Bay Area medi- cal associations - sponsored K. O. Polio campaign. • The 90-minute public forums dealing with Morality, Moderniza- tion and Manpower in Massachu- sets government, will be presented by WBZ-TV and radio, Boston, in the latter part of November. • In conjunction with the open- ing of public schools in the Wash- ington area, WWDC is in the midst of an editorial campaign to stop school vandalism. • All Congressional candidates seeking offices in 20 Southern Cali- fornia districts have been invited to appear on a two-hour and 15- minute program on KTTV, Los Angeles, 4 November. • All five Corinthian stations will telecast the educational "Mag- ic Room" series which was devel- oped and produced by KHOU-TV, Houston. It's designed to stimu- late young minds and encourage the whole family to enjoy the world of books. • New York stations WNBC- TV and WCBS-TV have extended invitations to gubernatorial candi- dates Rockefeller and Morgenthau to debate campaign issues, in the hopes of breaking the deadlock over efforts to arrange such a con- frontation. • WHLI (AM & FM), Hemp- stead, has launched a new series called "Pioneer 6-1000" designed to tell the story of the Nassau County Police Department. Station Transactions WERI, Westerly, R. I. has been sold by Dr. Augustine L. Cavallaro and family to Westerly Broadcast- ing Co. Westerly is 60% owned by Wil- liam E. (Pete) Matthews, recently retired Y&R media executive. Price: $185,000. Negotiations were handled by Hamilton-Landis. KSTB, Breckenridge, Tex., lkw daytimer, has been sold by Hugh M. McBeath to a group headed by Frank Junell of Lubbock. Junell has interests in KBYG, Big Spring, and KNIT, Abilene. Total consideration was $60,000 and the transaction was handled by Hamilton-Landis. New quarters: Blackburn & Co. has moved to new California offices in The Buckeye Centre at Wilshire and Beverly in Beverly Hills. New tower: KVKM-TV, Mona- hans, now under the sole proprie- torship of John B. Walton, Jr., is broadcasting from a new tower. Equipment A new VTR Sweep Generator de- signed to simplify optimum align- ment of videotape recorders is be- ing manufactured by Visual Elec- tronics Corp. The new unit can test the entire VTR signal system from video in- put to video output, provide an output for simultaneous display of individual head and electronics performance on a four-channel basis, evaluate combined or indi- vidual performance of playback pre-amplifiers, switcher, modulator and demodulator chassis, and aid in pinpointing sources of excessive noise. A new 1,000 watt am broadcast transmitter has been introduced by Gates Radio. The transmitter is available with either silicon or tube rectifiers. depth perception: the facts as seen through our eyes Hundreds of satisfied clients in the past have depended on Blackburn's clear analysis of the facts on changing markets before entering into a media transaction. Protect your investment, too, consult Blackburn. BLACKBURN & Company, Inc. RADIO • TV • NEWSPAPER BROKERS NEGOTIATIONS • FINANCING • APPRAISALS WASHINGTON, D. C. CHICAGO James W. Blackburn Jack V. Harvey loseph M. Sitrick RCA Building FEderal 5-9270 H. W. Cassill William B. Ryan Hub Jackson 333 N. Michigan Ave. Chicago, Illinois Financial 6-6460 ATLANTA Clifford B. Marshall Stanley Whitaker John C. Williams Cerard F. Hurley 1102 Healey Bldg. JAckson 5-1576 BEVERLY HILLS Colin M. Selph C. Bennett Larson Bank of America Bldg. 9465 Wilshire Blvd. Beverly Hills. Calif. CRestview 4-8151 68 SPONSOR/8 October 1961 JUST HAPPEN I ake two pro football teams. Give one a solid ground game plus a strong aerial attack. Give the other a solid ground game. Want to bet on the winner? Take two good radio stations in a market that interests national advertisers. Give one a fine local acceptance plus strong national identification. Give the other fine local acceptance. Who walks off with most of the marbles? WWDC is one station that believes in telling buyers its spot advertising story through advertising. INCREASE DOESN 1 n tel,s them month after montn> and year after year. It believes that the spot buying season never ends. Ask any timebuyer, or account executive, or ad manager concerned with national spot to locate WWDC, to tell you something about it. You'll be impressed with the high ^ecall percentage. At the right time this . . . ^WCfc 5000 WATTS . ROUND THE CLOCK U2TK Street. N.W. • Washington t. DC Phone TUckerman 1-TiOO Studios and transmitter • WWDC Park 8800 Brookvtlle Road. Silver Spring. Md. September 10, 1962 M-t. Hodman R.. Qtenn SpondOA, 555 %fth Avenue. New IpAk 17, New tyo-tk beoA No. cs- 1952 (base year) 0% 1953 34% 1954 28% 1955 79% 1956 128% 1957 326% 1958 397% 1959 439% 1960 493% &? *«fc 1961 471% *•*». »«(» I9J< nnrl I»«. ari-orHing to Bin *tt*u.. prrMrnl »/ WWDC. ttilerti ►««»« • . SPONSOR/ THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE 'SELLER'S VIEWPOINT By Joe Baisch V.P. and general manager, WREX-TV, Rockford, III. Ode to the dignified salesman Give me sales people who are not idolaters of the dollar — men who are not hypnotized by money! Rather give me salesmen who love to sell — who are optimistic in meeting the challenges of each day. Men who can keep the dollar sign in proper perspective, but who can develop public service ideas to en- hance the value of the station-cli- ent-community relationship. A station's entire sales depart- ment should be oriented to create and develop community service op- portunities as they occur on the area scene. And when they create and develop such public affairs op- portunities, they should do so with an eye toward selling the resulting program to an advertiser — very pos- sibly a specific advertiser. And then they should go out and sell that programing! There are many reasons why salesmen should do this; some ob- vious, some less so. In any city, there are numerous events which are of great civic interest and uplift to the citizenry: fairs, parades, sports tournaments, church services. But remotes cost a tremendous amount of money. You must set up microwave relays, rent extra zoomar lenses, secure additional insurance, deploy a remote operating crew while still maintaining studio crew, etc. Therefore, it is impor- tant that this severe out-of-pocket drain be at least partially defrayed by a local, able sponsor who helps underwrite the program. Because without such sponsorship, the av- erage stations in a medium (or es- pecially smaller) market, would be able to program very few remotes indeed. This is the course we took at WREX-TV. But as time went on, another effect became apparent — and one which we did not foresee. The local advertisers who spon- sored such public service remotes began to accrue benefits far and above the realization of expected marketing objectives. Some began to become so identified with pro- moting the community weal, that they developed a truly new image, if I may be pardoned for using an overworked expression. A case in point. An area dairy, Muller's Pinehurst, had been using a vehicle called Space Patrol. A creative salesman came up with the idea of presenting a safety patrol award each week to boys and girls Wtyf' _ Joseph Michael Baisch, vice presi- dent and general manager of WREX-TV, Rockford, III. came to broadcasting via the motion pic- ture exhibitor route, as manager, booker and film buyer for chains of theaters. He was a much decorated bomber pilot during World War II: In recent years, he has become an outspoken champion of itidivid- ual liberties and foe of government interference in business. chosen by fellow students as out- standing members of the school pa- trol. Featured were films of patrol children in action at the winning school, and an on-air award by a local police officer. Muller's Pine- hurst devotes one of its three weekly programs to safety. The results could hardly be fore- told. For one thing, Muller's Pine- hurst received a National Safety Council citation for exceptional service to safety, and ran a print campaign based on this fact. This is the crux of my exposi- tion. By selling public service, you may well benefit the sponsor most of all. Sales personnel should get per- sonal gratification by making pub- lic service a part of their normal selling activities. Certainly a sales- man should be well paid, but in addition, there's a personal reward in seeing the coming to life of an idea that he conceived, executed and made possible. Such salesmen share the pride of accomplishment with administration, programing and production. This is the kind of creative sell- ing oriented to community service that makes the difference between an average tv salesman and a great one. To sum up, such a man re- sourcefully captures the imagina- tion of advertisers by integrating service to community with his calls. Give me a salesman with a wide and elastic mentality ... a man able to cut through the crust and find the heart of an idea with a cjuick slice. Give me a man who can weigh commercial possibilities yet amplify the community service aspect into the pulse beat of the commercial structure of business. Give me a salesman with suffi- cient mental acuity to meet con- stant temptation without compro- mising principle or quality — any- one can sell it cheaper — and the character and integrity to earn their own respect. Above all, give me men who win respect, but fif& have a deep respect for themselves. If these modest requirements arei fulfilled, we need to have no fear or apprehension about the future freedom of broadcasting in Amer- ica, for we will still be serving the needs of our country, and we will have deserved our God-given right to remain a free people. ^ 72 SPONSOR/8 October 1962 WTRF-TV STORY BOARD "SPOT-SCOPE Significant news, trends, buys in national spot tv and radio Hoover Vacuum (Burnett), which bought some 50 markets for 15 October starts, may have to delay its schedules for two weeks. The reason: the four-week campaign is for Hoover's new portable vacuum, and factory production hasn't kept up with schedule start dates. This is quite a snag for Hoover, because lots of stations won't hold avails for a two-week delay, especially mid-October, when the bulk of fall busi- ness starts. Hanes Hosiery has taken to the spot tv circuit to introduce its new runless sheer seamless stocking, Sheer loc. The campaign, an extravagant one for the stocking manufacturer which spent a modest $384,940 in spot tv last year, involves 43 stations in 28 major markets. Schedules of 10- and 20-second spots aimed at Christmas shoppers, run until 9 December. Agency is James R. Flanagan. For details of other spot activity last week see items below. SPOT TV BUYS Lever Brothers is active with heavy schedules on behalf of Golden Glow Salad and Cooking Oil. Schedules of daytime and fringe minutes con- tinue through 15 December in selected markets. The agency is SSC&rB and the buyer is Brian Barry. [obil Oil schedules which start this month will run through the end )f the year. Time segments: prime and fringe minutes. The account is Ted Bates and the buying contact is Don Kelly. \merican Home starts today, 8 October, with eight-week schedules for Sani Flush. The campaign is based on day and night minutes and 20's. The buying is being done out of Ted Bates by Jerry Van Horsen. Dow Chemical is running 13-week schedules for Handi Wrap, all spots >eing minutes in fringe time. Agency: Norman, Craig & Kummel. Buyer: >tan Yudin. Colgate launches a campaign on 14 October for Florident. Requests are or fringe-time minutes to run for seven weeks. The buy is out of Street !c Finney and the contact is Eleanor Scanlan. lii'sebrough-Pond's is going in on a short-term basis for Prince Matcha- >elli Prophesy Perfume. Schedules of prime and fringe time 20's will mi from 22 October to 4 November. The agency: J. Walter Thompson. The buyer is Helen Davis. . H. Breck launches schedules for various products today, 8 October, he campaign is based on 11-week runs of day and nighttime minutes, he buying is being done out of Reach, McClinton by Irene Bourgouin. astern Airlines begins 26-week schedules next week, 15 October. Chain "Spot shot?" THE PLAY OFF! To get a man today, a girl should be able to play a lot; play house, golf, tennis, bridge, the stock mar- ket and dumb. wtrf-tv Wheeling NOW HEAR THIS! If you can't hear a pin drop, your biggest problem is that you're a lousy bowler. Wheeling wtrf-tv HANDY ADVICE! Mister, if you want the gals to eat out of your hand, just become a waiter. wtrf-tv Wheeling THIS'LL BUG YA! A wasp bite over the same spot that the mosquito gotcha? Sting Along With Itch? Wheeling wtrf-tv LIKE MAN! The little boy had strayed away from his father at the fairgrounds and cried to a policeman that he was lost. "What's your father like?" asked the officer. The little fella quickly replied, "Beer and women." wtrf-tv Wheeling DIAGNOSIS! With a bushel of apples, you can have a wonderful time with a doctor's wife. Wheeling wtrf-tv BATTLE OF THE BULGE! Remember gals, if it melts in your mouth, you'll see it bulging in your mirror later on. wtrf-tv Wheeling BATTLE OF THE SEXES! She: know what good clean fun is?" what good is it?" Wheeling wtrf-tv THE AMERICAN TOURIST looked into the crater of a famous Italian volcano and com- mented, "Looks like Hell." His admiring guide shrugged his shoulders and said in amaze- ment, "Uh, you Americans have been every- where!" wtrf-tv Wheeling 'SPOTLIGHT your next advertising campaign to the Wheeling-Steubenville TV audience, the big and buying bunch delivered by WTRF-TV from Wheeling. Hollingbery will get you Wheeling on the Merchandising Brandwagon, too. "Don't you He: "No, CHANNEL SEVEN WHEELING, WEST VIRGINIA Cuisine Exquise . . . Dans Une Atmosphere Elegante 575 Park Avenue at 63rd St. NEW YORK -unch and Dinner Reservations Michel : TEmpleton 8-6490 P0NS0R/8 October 1962 73 'SPONSOR President and Publisher Norman R. Glenn Executive Vice President Bernard Piatt Secretary-Treasurer Elaine Couper Glenn EDITORIAL DEPARTMENT Editor John E. McMillin News Editor Ben Bodec Senior Editor Jo Ranson Chicago Manager Gwen Smart Assistant News Editor Heyward Ehrlich Associate Editors Mary Lou Ponsell Mr». Ruth S. Frank Jane Pollak William J. McCuttie Barbara Love Art Editor Maury Kurtz Production Editor Mrs. Lenore Roland Editorial Research Cathy Spencer Special Projects Editor David Wisely ADVERTISING General Sales Manager Willard L. Dougherty Southern Sales Manager Herbert M. Martin, Jr. Western Manager John E. Pearson Northeast Sales Manager Edward J. Connor Production Manager Leonice K. Mertz Sales Service Secretary Bette Solomon CIRCULATION Manager Jack Rayman John J. Kelly Mrs. Lydia Martinez Sandra Abramowitz Mrs. Lillian Berkof ADMINISTRATIVE Business Manager C. H. Barrie Assistant to the Publisher Charles Nash Accounting Mrs. Syd Guttman Reader Service Dorothy Van Leuven General Services George Becker Madeline Camarda Michael Crocco Rose Alexander Staff 'SPOT-SCOPE Continued breaks and prime time are being sought. The agency is Fletcher Rich- ards, Calkins & Holden and the buyer is Jim Kelly. Martini and Rossi has lined up 10's, 20's and I.D.'s in prime and fringe time for a 10-week campaign beginning 10 October. Herb Stone is the buyer at Reach, McClinton. General Foods begins a three-week drive on behalf of Instant Maxwell House on 15 October. Prime 10's and 20's will be used. Benton &: Bowles is the agency and Laurie Pamentel is the buyer. Schedules also start next Monday for Post Cereals. Here the run is from three-six weeks, depend- ing on the market. Time segments: prime 20's. The buyer at B&B is Stu Hinkle. Corn Products has scheduled Mazola Oil for an all-out one day election coverage buy, 6 November. Minutes, chain breaks and I.D.s are being sought. The agency is Lennen & Newell and the buyer is Dee Heather. Thomas Lemming Co. is going in on 15 October with 20-week schedules for Ben-Gay and Pacquin. Time segments: 20's, 30's, and minutes. Markets: 25. The agency is William Esty and the buyer is John Phalen. Jergens Lotion is choosing night minutes and 20's for four-week schedules beginning 5 November. The buying is being clone out of Cunningham i & Walsh by Rick Vusciglio. International Latex is looking for minutes in a host of markets to pro mote Isodine. The campaign is scheduled to kick-off on 4 November! and continue for 26 weeks. The agency is Reach McClinton and Rene Rays is the buyer. Yuban starts at the end of the month with schedules in top markets. The request is for prime and fringe 20's and fringe minutes, to run for seven weeks. Benton & Bowles is the agency and Tom Field the buyer. SPOT RADIO BUYS Chevron (California Oil Company) encouraged by the success of its summer-time auto safety seat belt push, is breaking out an extensive campaign for that product in Boston, Washington and Philadelphia Multi-stations in each market are involved in the fall campaign which is scheduled to run through November. Starting dates and flight dura tions vary in each market. Minutes, at the rate of 25 per week are beint used. Agency is BBDO. Buyer: Mai Murray. Dodge Dealers of Philadelphia, buy multi-stations in the Philadelphia area for a 4-week flight beginning early this month. Minutes are beinj used. Mai Murray is doing the buying out of BBDO. Pennsylvania State Political Party is lining up three Philadelphia station for a heavy saturation campaign scheduled to run from 10 Octobe; through 5 November. Daytime minutes in housewife and adult tim<| periods are being sought. Agency is North Advertising. Buying is bein; handled by Betty Weimers and Reggie Schuebel. 74 SPONSOR/8 October 1965 It's PENNSYLVANIA Avenue in Washington, D.C. It's MAIN STREET in Ohio's Third Market The President may travel Pennsylvania Avenue during his inaugural drive, but if he is feted in Dayton he'll ride down Main Street. And nowhere in Ohio's Third Market do we make any bones about the fact that so many of our main streets are called just that. ■ This doesn't suggest, we trust, that we are alto- gether provincial, but it does point up the fact that people are a little different here. Not better. Just different. And it explains why we take such pains to program precisely to those differences with a varied fare of facts and entertainment. With the result — and we have piles of statistics to prove it — that people on our Main Streets, and our side streets, and down our country lanes, consistently prefer our signals — on TV, on AM, on FM. ■ And, by and large, they have more spending money in their pockets (some- times nicknamed "discretionary income") than people in any other Ohio market. Ask George P. Hollingbery. DAYTON, OHIO WHIO-AM-FM-TV Associated with WSB, WSB-TV, Atlanta. Georgia and WSOC, WSOC-TV, Charlotte, North Carolina WHIO WHIO-TV AM — 1290 HC I FM — 99 1 WC LdhI Chan nt I Dayton Ohio EUREKA! You'd think that a local businessman who is getting outstanding results from his investment in KRNT-TV advertising would keep it to himself, like a gold pros- pector who had hit a rich mother lode. But, it seems, one man can't keep from exclaiming to another "Eureka! I have found it." Result? Nearly 80r( of the local television dollar in this major 3-station market is invested on KRNT-TV, a one-rate station. Amazing? It's a true testimonial by FCC figures! It's been true since KRNT-TV signed on more than 7 years ago. Des Moines' largest buyer of local television time spends more than 90 r( of his advertising budget on our station. Been doing it for years, too. The best salesmen we have are satisfied local sponsors, who spend "the critical dollar" that must come back many fold the next day in profit from added sales. Like we've been telling you in these pages for a long time. Think — 'tis the till that tells the tale. If you're not selling like you should in Iowa's capital and biggest city, you ought to be selling on KRNT-TV. We sell results. People believe what we say. KRNT-TV Des Moines Television Represented by the Katz Agency An Operation of Cowles Magazines and Broadcasting, Inc. fec f/K £o SPONSOR THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE NEW TV FILM PACKAGES FOR SPONSORS p. 3i Purex: the story behind women's specials P. 42 15 OCTOBER 1962— 40c a copy / $8 a year RADIO moves with a going America Lightning fast play! And just as fast as it KOB Albuquerque WTAR Norfolk-Newport News happens, millions of Radio listeners hear it. WSB At,anta KFAB 0maha Only Radio reaches sports-loving Amer- wgr . Buffalo kpoj Portland icans at home, at work and on the road- WGN Chicag0 WRNL Richmond wherever they are, whatever they may be WDOK Cleveland wroc Rochester doing. And Spot Radio lets you choose the WFAA DallasFt Worth KCRA Sacramento time and place to reach them. These great KBTR Denver KALL Salt Lake city Stations Will Sell them your product. KDAL ■ Duluth-Superior WOAI San Antonio KPRC . . Houston KFMB San Diego WDAF Kansas City KYA San Francisco Radio Division KARK Little Rock KMA Shenandoah EdWard PetrV & CO.. InC. KUVC LosAnge.es KREM Spokane «.**«■■«« w*. w w, v*v, ■■■%»■ WINZ Miami WGTO Tampa-Lakeland-Orlando Thf Original Station „ Represtntaiive KSTP Minneapolis-St. Paul KVOO Tulsa ^^^^^^^^ ^ .^dfl fax*. -r#jj Intermountain Network NEW YORK • CHICAGO • ATLANTA • BOSTON • DALLAS • DETROIT • LOS ANGELES • SAN FRANCISCO • ST. LOUIS IN THE INDIANAPOLIS MARKET riSM Moppets inspect 'cookie baker' as Richard Elliotts, "Typical WXLW Family," scout new range. . . . . PROVIDES YOU WITH THE ESSENTIAL INGREDIENT FOR ASSURED GREATER SALES IMPACT -"A PROFILED ADULT AUDIENCE." When you buy WXLW in Indianapolis you know in advance that your sales message will be more effective for the products you have to sell. Why? Because we are the first radio station in the market to use creative research in-person interviews* to profile the WXLW audience. Now we know where and how our listeners live . . . what they eat . . . what they wear and what they're going to buy! In this Market the WXLW audience is your best sales target! To reach and influence this above average adult listening audience . . . who control 27.9% of the Total Consumer Spendable Income in Indianaf — buy WXLW in Indianapolis. t (1960 U.S. CENSUS REPORT) 5000 Watts 950 Kilocycles Indianapolis, Indiana Ask your Robert East/man for "the typical WXLW family" profile WJIM-TV's recent SPELLAVISION contest consisted of unscrambling 30 words from letters superimposed on our screen . . . once hourly, one word daily, for thirty days. Results . . . 15,000 answers . . . 5,000 contestants tied for first prize with 30 correct words. Great proof of concentrated viewing and WJIM-TV's dominance in mid-Michigan. ® LAN SING... FLINT. ..JACKSON When you buy Wisconsin's 2nd Retail Trade Zone . . . Sliiiii i i» i ■ M m' i ■ i .1 ill ni« '•'" r"-* £0000 MADISON • e#*>, TAILOR YOUR DOLLAR TO THE MARKET! Yon can get a lot more penetration for considerably fewer dollars in the Madi- son/South Central Wisconsin market -if von direct your coverage to the actual 8-county market. And not to "added" counties where you're already covered. Buy WKOW-TV to make sure that you're paying solely for audience within this actual market. WKOW-TV brings your commercial into 90 per pent of tv homes, bright and clear and unduplicated. You display your prod- uct more frequently, more efficiently. Ask your Young TV rep to prove this to you ! mm MADISON, WISCONSIN Tony Moe, Exec. Vics-Pres. & Gen. Mgr. Larry Bentson, Pres. Joe Floyd, Vice-Pres. Ben Hovel, Gen. Sales Mgr. Represented by YOUNG TV 1,'i/f.Mil. Midcontinent Broadcasting Group WKOW-AM and TV Madison • KELO-LAND TV and RADIO Sioux Falls, S. D. • WLOL- AM, FM Mpls.-St. Paul • KSO Des Moines 'SPONSOR 15 OCTOBER 1962 Vol. 16 No. 42 SPONSOR-WEEK / News p. 11 Top of the News p. 11, 12 / Agencies p. 62 / Advertisers p. 63 Associations p. 65 / Tv Stations p. 65 / Radio Stations p. 65 / FM p. 67 / Networks p. 67 / Representatives p. 67 / Film p. 67 / Pub- lic Service p. 67 / Equipment p. 68 / Station Transactions p. 68 SPONSOR-SCOPE / Behind the news P. 19 SPONSOR BACKSTAGE Paar V Carson P. 26 KEY STORIES NEW SPONSOR LURES IN SYNDICATION / Major syndicators an diversifying their catalogues. Majority are counting more heavily on help from station reps. More commercial minutes now sold. p 31 HOW TO PUT OOMPH INTO RADIO / All-day seminar of radio and agency people explore means of stimulating more interest in radio. WBC is sponsor of this event. p oc TIMEBUYERS: WANT TO RELOCATE? / Studies show salaries and job opportunities vary widely from city to city, with best salaries in the Northeast and best opportunities lor women in the South. p 3g WHAT IS A RADIO SALESMAN? / An account executive offers his trib- ute to the radio salesman, a curious creature who knows more about your business than you do. His likes and dislikes are revealed, p 38 A PEEK AT TV'S COMMERCIAL MONITORS / Four New York firms discuss their business of photographing tv commercials oft-the-air foi advertisers and advertising agencies. p_ 4Q PUREX'S UNIQUE APPROACH TO WOMEN / Purex's specials which appealed to female viewers, were first to treat widespread — and often delicate — problems laced by women in today's society. p_ 42 SPOT SCOPE / Developments in tv /radio spot P. 71 TIMEBUYER'S CORNER / Inside the agencies P. 48 WASHINGTON WEEK / FCC, FTC and Congress P. 55 SPONSOR HEARS / Trade trends and talk P. 56 DEPARTMENTS 555 Fifth p. 6 / 4-Week Calendar p. 6 / Radio/T Newsmakers p. 66 / Buyer's Viewpoint p. 69 SPONSOR PUBLICATIONS INC. Cl ned with TV ®. TJ. S. Radio ®. U.S.FM ©. Executln „,■"», Editorial. Circulation, and Advertising Offices : 555 Fifth Ave.. New York 17. 212 Murray Hi -8080. Midwest Office: Iil2 X. Michigan Ave.. Chicago 11. 312-«IU-11H(!. Southern Offici I'llkV1'-'"1'"1 Au' s" ■ Birmingham .".. 20.-|-322-<>528. Western Office: HOI California Ave., San Frindsi lll(w* s. 415 Yl 1-8913. Los Angeles phone 213-4-u> '1 v \ / » AS YOUNG PRINCE AND AS YOU FEEL THE SHOWGIRL Marilyn Monroe, Marilyn Monroe, Monty Woolley, David Wayne Laurence Olivier, Sybil Thorndike INDISCREET Cary Grant. Ingnd Bergman, Cecil Parker Comedy from 20th-century Fox in: BELLES ON THEIR TOES - starring Jeanne Crain, Debra Paget, and Myrna Loy LET'S MAKE IT LEGAL - starring Claudette Colbert, MacDonald Carey, and Marilyn Monroe DOWN AMONG THE SHELTERING PALMS - starring William Lundigan, Jack Paar, and Mitzi Gaynor-and many more top comedies all contained in Volume 4's 40 great "Films of the 50's". Comedy from Warner Bros, in: TOP SECRET AFFAIR - starring Susan Hayward, Kirk Douglas, and Jim Backus ONIONHEAD- starring Andy Griffith, Walter Matthau and Joey Bishop THE GIRL HE LEFT BEHIND- starring Natalie Wood, Tab Hunter, and James Garner- and many more top comedies all contained in Volume 5's 53 great "Films of the 50's". AND. ..SUSPENSE. ..BROADWAY. ..SCIENCE FICTION. ..ACTION. ..DRAMA... Seven Arts Volumes 4 & 5 have everything — everything to please your audiences — top stars -top stories -top directors- they're all in Seven Arts' "Films of the 50's", "Money Makers of the 60's" Volumes 4 & 5 now available from Seven Arts. SEVEN ARTS ASSOCIATED CORP. A SUBSIDIARY OF SEVEN ARTS PRODUCTIONS. LTD NEW YORK. 270 Park Avenue YUkon 6-1717 CHICAGO: 8922-D N. La Crosse (P.O. Box 613), Skokie. Ill ORchard 4-5105 DALLAS: 5641 Charleston Drive ADams 9-2855 LA: 3562 Royal Woods Dr. Sherman Oaks. Cal. STate 8-8276 TORONTO. ONTARIO: 11 Adelaide St. West EMpire 4-7193 For list of TV stations programming Seven Arts' "Films of the 50's" see Third Cover SRDS (Spot TV Rates and Data) Individual feature prices upon request. What's in volumes 4 and 5 of Seven Arts' "Films of the 50's"? '555/ FIFTH Letters to the Editor COSMETIC SALES Our client, the Alberto-Culver Company, requests permission to reprint the 17 September article "Cosmetic Sales Zoom with Tv Spot." Many thanks for your coopera- tion.—ALEX M. OSTFELD, Compton Advertis- ing, Chicago. INSURANCE AND RADIO In this office we are entranced by the article, "Insurance: Why Radio Can Help," special industry report No. 2 (1 October). Could you send us 20 copies as soon as possible? We would also like to take this opportunity to thank you for print- ing such an informative article. JAMES R. HENDERSON, program director, KBHS, Hot Springs, Arkansas. TV SPECIALS I have just finished reading the article, "Tv Specials— Some Big Changes" (24 September). It is both interesting and accurate. It was of course, developed to its fullest potential, and I'm sure you'll have good reader reaction to it. MICHAEL DANN, vice president, CBS TV Net- work. SOAP OPERA REVIVAL In Sponsor-Scope, of the 24 Sep- tember issue, you had an item call- ing attention to the possible reviv- ing of soap operas by some Mid- western station managers. I have been looking for this type of pro- gram for four years, but to no avail. Mv purpose in writing is to find out whether or not you have some sources for these shows, and if so, piiiiiiiiiiiiiyiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii S "4-WEEK CALENDAR 1 OCTOBER Advertising Federation of America seventh district meeting: 14-16, Hermitage, Nashville, Tenn. National Association of Broadcasters fall conferences: 15-16, Dinkier-Plaza Ho- tel, Atlanta, Georgia; 18-19, Biltmore Hotel, New York: 22-23, Edgewater Beach Hotel, Chicago; 25-26, Statler- Hilton, Washington, D. C. American Association of Advertising Agen- cies central regional meeting: 17-18. Hotel Ambassador West, Chicago; 20-25 western region convention, Hil- ton Hawaiian Village, Honolulu, Ha- waii. NAB-lnternational Radio & Television So- ciety joint luncheon featuring NAB president LeRoy Collins as speaker: 18, Biltmore Hotel, New York. Mutual Advertising Agency Network final meeting for 1962: 18-20, Palmer House, Chicago. National Educational Tv & Radio Center fall meeting of station managers of affiliated tv stations: 18-20, Park- Sheraton, New York. National Assn. of Educational Broad- casters 1962 annual convention: 21- 25, Hotel Benjamin Franklin, Phila- delphia. American Women in Radio and Televi- sion west central area conference: 26-28, New Center for Continuing Education, University of Nebraska, Lincoln. Broadcasters' Promotion Association an- nual convention: 28-30, Holiday Inn Central, Dallas. International Radio and Television Society time buying and selling seminar: be- gins 30, CBS Radio, New York. NOVEMBER American Assn. of Advertising Agencies east central regional meeting: 1, Stat- ler-Hilton, Detroit; eastern annual conference: 13-14, Americana Hotel, New York. National Association of Broadcasters fall conference: 8-9, Sheraton-Dallas Ho- tel, Dallas; 12-13, Muehlebach Hotel, Kansas City, Mo.; 15-16, Brown Palace Hotel, Denver. Association of National Advertisers an- nual meeting: 8-10, Homestead, Hot Springs, Va. Television Bureau of Advertising annual meeting: 14-16, Waldorf Astoria Ho- tel, New York. I wish you would let me know who thev are. I, too, believe there is a need and a demand for this type of programing in radio, and I am most interested in finding sources for material. -BEN HOBERMAN, vice presi- dent and general manager, KABC, Los Angeles. • One Chicago syndicator has a quantity of such program transcriptions on hand, and other producers in the Chicago area are con- sidering producing new ones. UNSCRUPULOUS PR0M0T0RS I read with considerable interest Seller's Viewpoint (13 August) by .Arthur Hamell, general manager of Commercial Producers. Have your ever given thought to creating some form of policing method or blacklist for unscrupu- lous promoters? We have had in our office sev- eral instances of chicanery. In one case the radio and television station advertised a product, the owner of the product paid the pro- ducer, but the producer never paid the station. Another instance: the producers put on a sales program for the station itself, committed the station to exorbitant prizes, look the money to pay for them, and never actually performed. In addition, money was collected from several of the sponsors in- volved and the money was never turned over to the stations. Of course, in both instances, proper safeguards could have been taken by the stations to protect themselves. However, it is not the normal and expected way to do business without any prior warn ing as to the producers' capability or reliability. In my opinion, these unscrupu- lous individuals are a blot upon the industry and have created the public image of all such sales in- itiative programs as being cheap and dishonest. If you would take it upon your- self, as part of your editorial pol- icy, to publicize these instances, ii is our opinion that all legitimate facets will be better protected am able to serve the public better an< as a result, all could make monj honest money.— HERBERT J. BLISS, Egai and Bliss, attorneys, New York. SPONSOR/ 15 October 196 \ AjIVIORE Adult Men 1 8 to 49 lUflllj IP \ * MORE Adult Women 1 8 to 49 If | ^ p IB ■■ * MORE Teenagers and Children LISTENERS IN CINCINNATI THAN ANY* OTHER STATION *CALL robert e. eastman & co., inc. He'll prove it to you with the latest Pulse and Hooper Figures! SPONSOR 15 OCTOBER 1962 /JUPITER BROADCASTING Richard E. N,--son, Pres. Lee C. Hanson, Gen'l Sales Mgr. w/sai in Cincinnati EJVCOFLE! HOURS: • TARGET: CORRUPTORS • THE DETECTIVES • STAGECOACH WEST HALF-HOURS: • DICK POWELL'S ZANE GREY THEATRE rTHE DETECTIVES • LAW AND MR. JONES Climaxing a decade of superior showmanship, Four Star now offers a selected number of off-network series for individual market programming. Networks, sponsors and viewers alike have consistently acclaimed the premium entertainment proudly bearing the Four Star name. These programs have demonstrated their power to attract audiences and have established a fine rec- ord of results for advertisers. Your station will inherit this legacy of "proven-program- ming" with these Four Star series. Here is quality that will add prestige to your station . . . rating histories that will ease your spot selling job and enough variety to fit anywhere in your schedule. These and more, the reasons for an encore. i FOUR STAR DISTRIBUTION CORP. FOUR STAR DISTRIBUTION CORP. • 600 FIFTI A SUBSIDIARY OF FOUR STAR TELEVISION AVENUE • NEW YORK 20, NEW YORK one is outstanding THERE IS ALWAYS A LEADER, and WGAL-TV in its coverage area is pre-eminent. This Channel 8 station reaches not one community, but hundreds— including four important metropolitan markets. Channel 8 delivers the greatest share of audience throughout its wide coverage area. For effective sales results, buy WGAL-TV— the one station that is outstanding. WGAL-TV Ckcwud £ Lancaster, Pa. NBC and CBS STEINMAN STATION Clair McCollough, Pres. Representative: The MEEKER Company, Inc. • New York . Chicago • Los Angeles • San Francisco 10 SPONSOR/ 15 October 1961 'SPONSOR-WEEK Top of the news in tv/radio advertising 15 October 1962 JWT ADDS PHILLIPS PETROLEUM: $16 MILLION GAIN THIS YEAR As anticipated, the Phillips Petroleum account worth about $8 million, with Lambert & Feasley lor over 25 years, has joined JWT. Several people are being brought over from L&F, notably media, but Don Thorburn will be the account's managing supervisor. It's a gain of around $16 million on new business for JWT. Note: Phillips will spend from SI million a year in spot. SIG LARMON IS STEPPING DOWN AS Y&R CHAIRMAN After 33 years with the agency, 20 as chief executive officer, Sigurd Larmon will retire as chairman of the board of Young & Rubicam at the end of this year. The grooming of George H. Gribbin, president, as chief executive of- ficer, was begun back in 1958. No successor to Larmon as chairman has been named. GEORGIA PACIFIC PLYWOOD JOINS DOUGLAS FIR ON NBC TV NBC TV last week proved again that in tv, if you scratch an offbeat Held, you can virtually count on a competitive account to make it a parade. Latest case is Georgia Pacific Plywood. It's spending about $400,000 lor two one-minute participations a week in NBC TV's 13-week series, International Sports with Bud Palmer, plus quarter sponsorships in the Sugar and Senior Bowls. The International series starts 12 January. Douglas Fir Plywood is in its second season as sponsor of the David Brinkley Journal with an expenditure of about $2 million in time and talent over 39 weeks. CBS TV AND ABCgTV RAISE DAYTIME RATES Reflecting booming daytime business at the tv networks. CBS TV and ABC- TV both came out with anticipated rate hikes last week. Only the morning strip is affected by the CBS TV boost, but ABC TV's rate increase involves the entire day. (For details on this see SPONSOR-SCOPE, page 21.) SOFT DRINKS SKYROCKET TV BILLINGS Continuing the trend started last year when tv's share ol soft drink billings topped the 50% level, that category has tipped its tv expenditure in the Jan- uary-June period by 48.3%. TvB reported gross time tv billings were $15,- 733.348 this first 1962 half, with spot getting $11,409,030 of the total. Lead- ing the others in the field was Coca Cola, with first half billings of $7,333,863 over 53.834,477 in the first 1961 half. WBC SEMINAR PROBES RADIO PROGRAMING PROBLEMS Radio practitioners and lay spokesmen gathered at New York's Hotel Ameri- cana for an in-depth look at the medium's programing future and some thorough soul-searching on current problems. (See story on page 35.) ABC TV MOVES ERNIE FORD TO LATER PERIOD ABC TV is putting its daytime schedule through another shuffle 19 Novem- ber. Tennessee Ernie Ford and Jane Wyman repeats switch periods. Jane Wyman will occupy the 11-11:30 slot and Ford moves ahead to 12-12:30. Father Knows Best replaces Camouflage in the 12:30-1 niche. iP0NS0R/15 October 1962 11 -SPONSOR-WEEK Top of the news in tv/radio advertising (continued) NBC TV POSTS SRO ON ELECTIONS COVERAGE NBC TV is the first network to reach the finish line on the sale of the 1962 elections. Libby, McNeil & Lib by (JWT) last week picked up the last re- maining one-sixth of the 6 November package, already sold to Purex, Lincoln- Mercury, Lipton Tea, Block Drug and Carter Products. DCS&S PICKS UP OVER $2 MILLION IN BILLINGS It was a banner week for Dougherty, Clifford, Steers & Shenfield. The agency brought into the house the heavy air media portion of the Grove Laboratories Division of Bristol-Myers and the Airwick line of household products. To- gether, 4-Way Cold Tablets, Nasal Spray and Decongel (in test markets) spend a little over a million dollars. DCS&S already has Grove's Ammens, Minit Rub and Defencin. The other million comes from the Airkem account. It follows the takeover of Airwick marketing by Airkem from Lever Bros. FCC ISSUES ITS INTERPRETATION OF SEC. 315 There's some question whether broadcasters and political hopefuls will have time to plow through the 28-page Public Notice in the few short weeks left before election day. But there can be no question as to the FCC position on the use of broadcast facilities by candidates for public office. The Commission's comprehensive new compilation of interpretive rulings under section 315 supercedes all prior Public Notices issued on the topic. NBC RADIO RESHUFFLES SALES ORGANIZATION As a result of the recent departure of general manager George Graham, Jr., from the radio network to NBC Enterprises division, NBC Radio has put through five personnel changes. They are: Howard G. Gardner becomes di- rector, sales administration and development; Robert C. Hitchens, director, sales planning; Joseph Kelly, manager, sales development; Jack Bernstein, manager, sales presentations; Herbert Brotz, manager, business affairs. BLAIR CONSOLIDATES TWO TV SALES ARMS John Blair & Co. last week went through a major transition. The steps in this change were these: (1) Blair-TV and Blair Television Associates were consolidated into a single setup un- der the name of Blair Television; (2). Dave Lundy, formerly executive v. p. of Blair Television Associates, becomes president and operating head of Blair Television, and Frank Martin, for- merly Blair-TV's New York sales manager, becomes executive v.p. of this merged operation; (3) Ed Schurick, the executive v.p. of Blair-TV, has left the company and will henceforth de- vote all his time to his cattle-breeding business and other enter- prises. Jim Theiss remains v.p. and sales manager of Blair's marketing division stations. Frank Martin 12 SPONSOR/ 15 October 1962 How the jeweler charmed Cleveland with Nighttime Radio This is the story of the J. B. Robinson Jewelry Co. and how WHK RADIO scored a sparkling success for this company. In the words of owner Larry Robinson"When fourteen months ago we tried WHK Nighttime Radio, the response was instan- taneous and overwhelming. Since then. we haven't skipped a day of WHK broadcasting." The moral of this story is: Put vour monev on the station with the largest following (Number One for over 2 years*); and the most local billing l50% in a competitive eight- station market I. Fill your f horn of plenty" Avith WHK RADIO METROPOLITAN BROADCASTING RADIO. REPRESENTED BY METRO BROADCAST s \[ | s M PER, JAN-MAR I960— APR-JUNE 1962 P1>E. MAR I960 — MAY-JUNE 1962 'SPONSOR-WEEK Top of the news in tv/radio advertising (continued) TRUESDELL PAINTS BULLISH BUSINESS PROSPECT FOR '63 Next year should prove a banner one for the consumer electronics industry, that is if 1962 is any indication. So opined Zenith Sales president Leonard Truesdell, who did some crystal- ball gazing for the Illinois State Chamber of Commerce. This year's tv sales have out-distanced 1961 in 30 out of the 38 weeks through 22 September and radio sales have exceeded 1961 in seven out of nine months of this year. The expectation is that color tv sales will have a 100% increase in 1963. FTC READY TO MOVE ON RATINGS Imminent Federal Trade Commission action against rating services isn't ex- pected to cut very deep. It will probably aim more at the way results are used to promote one network or station against another than at the systems used. One indication of probable leniency is findings of both Senate and House Commerce Committees. A House study gave national ratings a clean bill of health and Senate hearings came to no conclusions, except that the FTC should become active in the field. TUCKER WAYNE TAKES OVER S.S.S. TONIC ACCOUNT The seventh oldest drug company in the country, S.S.S. Tonic, will switch its $1 million in billings to Tucker Wayne, Atlanta, the first of the year. The agency plans to expand its staff to handle the account, which has been spend- ing about $200,000 of its total budget in spot tv. TIME, INC. CROSSES BORDER— BUYS INTO PROARTEL Time, Inc. branches out in the broadcast field, with the acquisition of an in- terest in Producciones Argentinas De Television, S.A. (Proartel) . The Span- ish-language tv production outfit was founded two years ago by Goar Mestre and CBS. Based in Buenos Aires, Proartel supplies programing to all Spanish- speaking countries. NBC NEWS REVEALS SECRET UNDERGROUND MISSION NBC news has taken the security wraps off information carefully guarded by a handful of its executives since early last summer. William R. McAndrew, executive vice president, revealed that, at the invitation of group of West Berlin students, a film crew from the News division covered the four-month- long, top secret, and perilous construction of an escape tunnel out of East Berlin. The results of the operation will be televised on NBC TV 31 October as a special 90-minute documentary called "The Tunnel." INDUSTRY-GOVERNMENT TO INVESTIGATE IMPACT OF ADS Under the auspices of the Commerce Department, an industry-government committee will delve into the impact of advertising on economic growth. Primary aims: (1) the relationship between advertising expenditures and gross national product; and (2) the relationship between advertising outlays and business cycles. SPONSOR-WEEK continued on page 62 14 SPONSOR/15 October I9G SHORTS SIGHTED Don't forget to keep an eye on your supply of short subjects. They add spice and interest to any schedule — fill out uneven spots — create fresh formats and new audiences. Flexibility at low cost. Take a long look at these interesting short subjects from MGM Television: MGM TELEVISION NEW YORK: 1540 BROADWAY. JU 2-2000 The Passing Parade Pete Smith Specialities Crime Does Not Pay Our Gang Comedies MGM Cartoons Billy Bang Bang Movies for details and availabilities in your market call MGM-TV today CHICAGO: PRUDENTIAL PLAZA. 467-5756 • CULVER CITY: MGM STUDIOS. UP 0-3311 1NS0R/15 October 1962 15 M,'.l METROPOLITAN BROADCASTING TELEVISION WNEW-TV New York WTTG Washington. D.C. KMBC-TV Kansas City, Mo. KOVR Sac.-Stoikton.Calif. WTVH I'eoria, Illinois WTVP Decatur, Illinois METROPOLITAN BROADCASTING RADIO WNEW New York Wll' Philadelphia. I'a. WHK Cleveland.Ohio KMBC Kansas City, Mo. FOSTER AND KLEISEB OUTDOOR ADVERTISING Offices in California, Washington and Oregon METRO BROADCAST SALES Station Representatives WORLDWIDE BROADCASTING WRUL Radio/New York International accord These six world-famous figures reached agreement on at least one subject: Each has appeared on "Open End," television's finest discussion program, for an extended two-hour conversation with host David Susskind. Produced by Metropolitan Broadcasting Television, "Open End" is one of many features on national, foreign and local issues presented each week on Metromedia's Television, Radio and International Broadcasting Stations. Our Foster and Kleiser Outdoor Division, turns to its community responsibilities in similar fashion by providing an extensive number of poster panels and painted bulletins each year for vital public service campaigns throughout California, Washington and Oregon. Metromedia, a diversified communications company, dedicated to a "quality operations" philosophy, presents the finest in entertainment, information and education to people living in an area covering two-thirds of the world METROMEDIA GROUCHO MARX "THE BEST OF GROUCHO' JOHN DEREK "FRONTIER CIRCUS" WALTER CRONKITE "YOU ARE THERE" WPIX-ll is looking more like a network... more... and more.. .and more! Keep your network look with wpix-11. You do just that when you supplement your network shows in New York with a schedule on wpix-11. Your commercial is surrounded by big shows and stars like Lee Marvin, Steve McQueen, Hugh O'Brian, Anthony George and many more— all on wpix-11. Minute commercials in prime time in a "network atmosphere" of top shows and national advertisers is what you get every night on wpix-11, New York's Prestige Independent. WHERE ARE YOUR 60-SECOND COMMERCIALS IN NEW YORK? 'SPONSOR-SCOPE Interpretation and commentary on most significant tv/ radio and marketing news of the week 15 OCTOBER 1962 / Copyright 1902 Tv rep salesmen are rooting furiously for Colgate to get its spot control sys- tem at Bates operating smoothly and on all cylinders as quickly as possible. The wish accrues from what they describe as a lack of coordination among Colgate agencies in informing one another on what spots they are releasing. According to rep salesmen, the lack of cross-intelligence adds much to their serv- ice time and paperwork as a result of their scurrying around for spots for a Colgate agency which could have been picked up from another Colgate agency the day be- fore. The airing of the situation is being done more out of hope than criticism. The sales- men realize that it takes time to get the administration of master contracts — Colgate adopted this device only last year — functioning properly, but they're wondering whether Bates, which is the control agency for these franchises, is getting all-out cooperation from the other Colgate agencies. Snags in a system, they observe, can often be overcome by a will to coordinate. Did you know that the news division of NBC TV as a unit is the biggest manu- facturer, if you prefer, producer, of tv programing in the world? The division this season will be responsible for the delivery of at least 698 hours of programing, and this does not include fastbreaking events like space orbits, election re- turns, "instant news" series and whatnot. Breakdown of the 698 hours, as calculated by SPONSOR-SCOPE: PROGRAMING NO. TELECASTS TOTAL NO. HOURS Today 260 520 Huntley-Brinkley Report 260 78 Scheduled specials 55 60 David Brinkley's Journal 40 20 Chet Huntley Reporting 40 20 GRAND TOTAL 655 698 Thirteen telecasts became eligible for membership in the 20 Million Club dur- ing the past year, as compiled from the Nielsen Tv Index for SPONSOR-SCOPE. Included in this batch were specials of various types and even one regular series. The 20-millioners by program and date and total audience: Miss America Pageant 9/8/62 25,846,000 Rose Bowl 1/1/62 23,618,000 Project Mercury 2/20/62 23,618,000 Motion Picture Academy Awards 4/9/62 23,471,000 World Series 10/8/61 21,949,000 Wizard of Oz 12/10/61 21,902,000 Flight of Aurora 7 5/24/62 21,462,000 Miss Universe Pageant 7/14/62 20,874,000 American in Orbit 2/20/62 20,629,000 Project Mercury 5/24/62 20,286,000 Bob Hope's Christmas Show 1/24/62 20,041,000 Wagon Train 2/7/62 20,041,000 World Series 10/7/61 20,011,000 0NS0R/15 October 1962 19 'SPONSOR-SCOPE I Continued Even though the new tv season has just got underway, P&G started to plan last week on the wherefors and the whereofs of network programing for the 1962-63 season. Initial session on the subject brought out to Cincinnati a sort of agency program mas- terminding committee consisting of Lee Rich, of Benton & Bowles, chairman; Lewis Titterton, of Compton and William Mclllvain, of Leo Burnett. Burnett got the nod by virtue, in large measure, of its having brought Car 54 into the P&G sponsorship fold. Tv reps last week were faced with the unusual spectacle of two agencies ask- ing for availabilities on the same products. The agencies: Reach McClinton and Lynn Baker. The products: Isocline and Iso- dette. The requests came three days apart. Similar availabilities were provided each agency and the reps are now waiting to see which issues the order. Timebuyers at Bates were reminded last week that there's a house policy about tv spots preempted by stations for political broadcasts. That policy is this: we take credits in such cases, not makegoods. Some stations think the agency is too perfunctory about the policy. It would be logical to taboo makegoods in cases where Bates spots were preempted for political spots, but not so logical, the stations hold, when the Bates spots are preempted by a half-hour or quarter-hour political program. Spot tv advertisers might as well reconcile themselves to a three-months limi- tation of protection against rate increases. It's fast becoming the norm for the business, even though a goodly percentage of sta- tions are still inclined to adhere for a while to the six month arrangement. Incidentally, rate increasing, as some sellers point out, has become an art in itself. Rates can be increased without appearing to increase them. Like changing the rate for time periods, reducing the protection period, revising classifications and trun- cating the rateholder. Spot tv may find it to its interest to feel out package goods marketers on this question : does the application of the electronic computer to media selection favor the use of local advertising. SPONSOR-SCOPE last week put the query to several such experts and came away with the impression that the furtherance of sale and media information properly proc- essed by the computer will add much to local media's stake in advertising expend- itures. In their view the data emerging from the computer can't help but bolster the trend toward more and more localization of advertising, or what might be termed the selective approach. The ace in the hole is this: the computer will arrange information in such a way as to make it understandable to corporate top management. Incidentally, Y&R last week put on for media sellers a presentation on how its new com- puter model works in the selection of media buying. 20 SPONSOR/15 October 1962 -SPONSOR-SCOPE Continued The anticipated is taking place at CBS TV and ABC TV : a raise in daytime rates. CBS TV is confining the hike to the morning strip, with the increase pegged at $300 per commercial minute. Effective date: 1 January. The jump at ABC TV, when it's finally wrapped up, will affect the day's entire sched- ule excepting Ernie Ford and Discovery. Top minute rate at ABC TV is $2,800 in the winter and $2,600 in the summer. The expectation is that $2,800 will become the minimum rate. Agencies have a hunch that when CBS TV issues a hike on afternoon fare it will be strictly applied to programing. It's one kind of hike the network wouldn't have to share with its affiliated stations. It all reflects a fat, bustling daytime market. NBC TV did its daytime rate "adjusting" several months back. The earlybird prognosticators who see CBS TV doing a runaway this season from the viewpoint of nighttime composite ratings could find themselves out on a limb a few reports hence. The three network competition could still turn out a fairly tight horserace, and the real index on this score will come with Nielsen's or ARB's initial November report. One trade figure who has over the years developed quite a knack for projecting ratings from the various services at hand is of the opinion that when the composite (seven nights) ratings shake down they'll stack up something like this: ABC TV, 16; CBS TV, 19; NBC TV, 18. And with No. 1 place by night shaping up approximately thuswise: Monday, CBS TV; Tuesday, CBS TV; Wednesday, ABC TV; Thursday, NBC TV; Friday, ABC TV; Saturday, CBS TV; Sunday, NBC TV. He also sees ABC TV a definite third Thursday, Saturday and Sunday; CBS TV, Wednesday and Friday and NBC TV, Monday. These newcomers look like pronounced hits: The Lucy Show; Beverly Hillbillies; Fm Dickens, He's Fenster; Jackie Gleason. Good probabilities: the Jetsons, Gallant Men. On the rocky side: It's a Man's World, Loretta Young, Lloyd Bridges. The wrangle between American Tobacco and ABC TV over the disposition of the Cheyenne series has been settled. Come 7 January the title Cheyenne vanishes from the Monday 7:30-8:30 niche and in its place will be another Warner Bros, western, the Dakotas, and American Tobacco's participations in Cheyenne will be transferred to other areas in the ABC TV sched- ule. In the meantime the network will run off the 13 Clint Walker originals still in the can plus two of his reruns. It seems that ABC TV was disposed to continue the Cheyenne title but with different stars, but American Tobacco demurred. P&G on the other hand offered no objection. The talent end of the Dakotas package: $114,000 for originals and $30,000 for reruns. The prices are net. The risk can over balance assets when a tv network undertakes to sell its pro- graming on a regional basis. The favorable side: because the dollar volume per regional advertiser is negligible the network can save for itself as much as 25% in discount. The risky side: to make a profit the network must have virtually all areas sold, especially the west coast which in itself figures 13% of the nationwide billings. DHSOR/15 October 1962 21 "SPONSOR-SCOPE Continued For NBC TV daytime that 1-5 October week of special events (Mississippi U riots, Schirra orbit and baseball) turned out not only a record week in hectic activity but a record loss in revenue. What made the preemptions tougher than in the past is that the tight sellout schedule eliminated the possibility of makegoods. All the network could do with the dispossessed advertisers was to give them credits. About $1 million was derived from the day-by- day sale of minutes in the Dodgers-Giants playoff, but the time portion of this didn't cover half the volume of preempted billings. Don't be surprised if the drug division of International Latex acquires a couple more products, the latest being Thorexin (North) from Gillette. It's an axiom in the drug trade that a company needs at least five products to break even as far as maintaining a field sales force is concerned. In the opinion of drug marketers the division, which goes under the name of Isodine, will find it necessary to have as many as three or four more, since the three in the house, Isodine, Isodettes and Thorexin, are all cold remedies, hence offering the sales force and druggists a strictly seasonal relationship. The Isodine division will be spending substantially over $1 million for tv this season. Last year Thorexin billed about $1 million by itself. From a random contact of radio reps last week SPONSOR-SCOPE came up with this consensus: spot billings for October and November should easily match those of last year. The complexion of spot radio keeps leaning more and more in the direction of re- gional buys. In other words, the addition of regional accounts more than make up for the diminution of national spreads. In a way the regionals have become the hidden seven-eighths of the spot radio iceberg. An oddity worth noting on the New York rating front : the ability of the syndi- cated Mickey Mouse Club to run ahead of the Huntley-Brinkley Report. What's happened : sets in use for the quarter hour have gone up over a year ago but there are enough kids in command of the dial to make NBC TV's news stars sand- wiched in rating-wise between rerun cartoons and rerun features. ARB's 24-28 September summary for the 6:45-7 p.m. period: Mickey Mouse (WNEW-TV), 11.7; Huntley-Brinkley (WNBC-TV), 11.1; Early Show (WCBS- TV), 12.3. Spot advertisers may find this disturbing news, but they shouldn't be surprised if after the November local rating reports are issued a quantity of important tv stations promulgate rate increases. The source of this prospect are reps. Their prediction is percentage of increase will be relatively small. The basic motivation for the hikes is two-fold: (1) the mounting expense of station operation; (2) the cuts in station compensation by CBS TV and NBC TV, with ABC TV, it is said, waiting for its prime time affiliate list to match the competi- tion before getting on this bandwagon. 22 SPONSOR/15 October 1962 m I ■xw ■ First in Hoosier Hearts Auto pioneer Elwood Haynes built first horseless carriage in Kokomo, 10 years before this 1904 Haynes Model. First in Hoosier Homes September 22. 1962 — A great Hoosier heritage was recap- tured as the 4th Annual WFBM-TV Antique Auto Tour . . . sputtering but determined . . . rolled thrg^ji, gjjjhe Hoosier countryside from Indianapolis to Terre Haute and back. The reception hadn't changed much from the first appearances of the "Haynes" back in 1894. Heads turned. Kids laughed. People all along the way cheered (an esti- mated 150,000 spectators) as some 125 famous-make vin- tage and antique automobiles brought a touch of automo- tive history "Back Home Again in Indiana." WFBM-TV keeps in close touch with viewers in rich satellite markets surrounding Indianapolis. Let us show you why this makes Indianapolis different from other TV mar- kets. Ask your Katz man! TIME-LIFE BROADCAST INC. America's 13th TV Market with the only basic NBC coverage of 760.000 TV set owning families. ARB Nov., 1961. Nationwide Sweep. S1NS0R 15 October 1962 The range of WCBS-TV programming is vast. Examples: the narcotics problem, children in need of help, people who feel society has bypassed i il;uul state governmental processes, the elegant life in old New York, "The Merchant of Venice" (2''2 hours of New York's Shakespeare Festival). > There's really no city in the world like New York. Its charm, its variety, its vitality are boundless. So are its problems. It takes a television station of extraordinary stature to mirror a community this big... to serve the needs of its complex, often troubled society. And that's CBS Owned WCBS-TV, New York's most-viewed station month after month, year after year. Originating a broad, comprehensive array of local community service activities, Channel 2 produces prime-time specials and regularly-scheduled series which cover the entire spectrum of life in the nation's most dynamic metropolis... from the prob- lems of drug addiction to Shakespeare in Central Park. Last month, the Chock Full O'Nuts Corporation, an advertiser closely identified with New York and its people, signed a 52-week contract for sponsorship of multiple WCBS-TV public affairs programming — the weekly "Eye on New York" broadcasts, twelve prime-time half-hour documentaries and four hour-long special programs, and the entire Election night local coverage. The largest sale of its kind ever made in New York television, this contract provides uniquely tangible recognition of Channel 2's leadership in — and service to — its community. Al/Z^DO T\ T Channel 2, New York IN PORTLAND OREGON... IT'S EYE-CATCHING "TV-timed" housekeeping is a pretty common practice nowa- days. In Portland, and 34 sur- rounding Oregon and Washington counties, many women have it timed so close that their between- chores breaks coincide perfectly with their favorite TV shows. This timing is fortunate for KOIN-TV, the station Nielsen credits with most total daytime homes. This means it's a good deal for KOIIM- TV's clients, too. KOIN-TV ® Channel 6, Portland, Oregon One of America's great influence stations Represented Nationally by HARRINGTON, RIGHTER & PARSONS, INC. Give them a call, won't you? 'SPONSOR BACKSTAGE by Joe Csida Seasoned showmen use same ingredients Having caught the new Allied Hitchcock show, Fair Exchange, McKeever and the Colonel, Ensign O' Toole, the first Jack Benny show (with young Frank Sinatra, Jr.) , the new Perry Mason show, The Nurses, I'm Dickens and He's Fenster, the first Jack Paar show in prime time, and the first three Johnny Carson shows, not to mention a halt do/en specials on the doings at Ole Miss, Walter Schirra's six spins around the earth in outer space, the three Little League games represented by the Giant-Dodger play- off, and (at this writing) the first game of the World Series, 1 am prepared to make a few remarks about current television programing. It is varied, to say the least. There is almost no kind of show you can't get. Maybe there is slill an overabundance of Westerns, but there is certainly also an increasing and ever more effective presenta- tion of major public service specials, documentaries, and the like. ()l (he new shows I have seen thus far in the season, I believe thai The Nurses, Fair Exchange, the new Paar show, and the Carson show have die best chances of becoming outstanding commercial winners. f was particularly interested in the new Paar hour and the Tonight show with Carson starring. To me they represented on the pan oJ their stars, their producers and directors, and indeed their sponsors and agencies, a most fascinating problem in showmanship and sales- manship. Paar, of course, had built the most overwhelmingly success- ful live late-night program in the history of the medium. The question he and his advisors and colleagues laced was: How different shall Ave make the new hour in prime time? And Carson and his workers laced the even more difficult decision: To what degree do we tamper with a format which has built and held an audience so effei tively, o\er as great a period of time as the Paar show? Paar's winning combination Both Paar and Carson, I am happy to report, decided to stav sub stantially with the winning ingredients tried and tested by Paar ovei I he period of time he was King of the small hours. The new show which Jack presented 21 September (10 to 11 p.m. on NBC) is stil (he same shrewd combination of genuine 100% proof schmaltz, show manship and salesmanship as was his version of the Tonight show Sponsors Kent and Ronson have themselves a solid buy. As oi Tonight, Paar opened with his standup monologue, and tossed ii his rap at one of the newspaper people with whom he has beei feuding: "I can just see Winched out there," he said, "making notej with his crayon." He then offered Robert Goulet, the handsome am talented young man from Camelot. And again he gave it the Paa' touch, by talking about small, intimate non-pro sidelights concerninj the singer, and showing silent movies of his Pound Ridge, X. V home, his little daughter Nicolet playing with Paar's daughtei Randy, etc. This type of thing tends, of course, to humanize thj performers Paar offers in a manner which makes their on-stage wor] doubly effective. (Please turn to page 52) 2G SPONSOR/ 15 October 196 the only sacred cow atYoung&Rubicam Who else but Elsie! We've been using her in Borden advertising for 25 ' ONSOR 15 October 1962 Lesson for Americans You're looking at sixth graders at work in a Moscow classroom. They were photographed by five ABC-TV men who went to the Soviet Union to film a report on Soviet education for the much- praised Bell & Howell Close-Up! series. They were the first American television crew to film this key aspect of Soviet society. And they returned with a superb television story— Meet Comrade Student. The program, presented on ABC Television, September 28th, was called by the New York Herald Tribune "an unprecedented service in acquainting us with the challenge evident in the Soviet drive for mass education." A challenge it is. And a lesson. And clearly a triumph for American television in the crucial area of public affairs. Meet Comrade Student advances most notably Bell & Howell's responsibility as a corporate citizen in a democracy. A responsibility well served by such previous Close-Up! programs as Cast the First Stone and Walk in My Shoes. Meet Comrade Student is also very much in keeping with ABC's bold, honest approach to reporting the great issues of the day. Such programs as Editor's Choice, Adlai Stevenson Reports, Issues & Answers soundly document the merits of this approach. Here then is a forthrightness, a new creative ferment characteristic of ABC's total communications effort. In entertainment, in enlightenment. In hard news, in soft music. In comedy, in commentary. People like it. And advertisers — being people — likewise. ABC Television Network bbc CHECK OUR FACTS, THEN BUY: TERM WITH 3 WTHI-TV in combination with Indianapolis stations offers more additional unduplicated TV homes than even the most extensive use of Indianapolis alone. More than 25% of consumer sales credited to Indianapolis comes from the area served by WTHI-TV, Terre Haute. More than 25% of the TV homes in the com- bined Indianapolis-Terre Hautetelevision area are served by WTHI-TV. This unique situation revealed here definitely suggests the importance of re-evaluating your basic Indiana TV effort . . . The supporting facts and figures (yours for the asking) will show how you gain, at no increase in cost .... 1. Greatly expanded Indiana reach 2. Effective and complete coverage of Indiana's two top TV markets 3. Greatly improved overall cost efficiency So, let an Edward Petry man document the foregoing with authoritative distribution and TV audience data. Edward Petry & Co., Inc WTHI-TV CHANNEL 10 TERRE HAUTE, INDIANA 30 SPONSOR 15 OCTOBER 196! 'SPONSOR 15 OCTOBER 1962 Syndicators are now busy consulting station reps Len Hammer, Seven Arts director ol station reps sales (I), reviews spot sales approach with Oliver Black well, dir. audience development, Katz Vgenq (c), and Harold Crump, gen. sis. mgr., WLAC-TV, Nashville. Nat'l. advertisers pa) 85% ol syndie bill, increasing importance of rep New sponsor lures in syndication ► Major syndicators go for diversification ► Concentrate more heavily on station reps ► More commercial minutes are now sold ► Emphasis also placed on quality programs J rlie shape ol viclpix syndication is (hanging considerably. l>ut ie alterations under wa\ augur iter opportunities for advertisers i national, regional, and local vels. \ sponsor editoi last week inter- ewed a number ol key executives the field of syndication. Not all were optimisti< about its future but main were indeed bullish about the business and predicted steadily climbing sales in the year ahead. Examining the cut tent syndica- tion problems as the) affect spon- sors, ad agencies and stations, ob- servers spotted these significant trends: • Diversification is today's magic word in a tightened film syndica- tion sphere. • The selling techniques have changed drastically and syndicators have mote traffic with station reps. • Mote commen ial minutes than e\ei are now purchased in syndi- cated feature film. • Opportunities lot overseas sales with new advertisers are expanding. • A wave ol public affairs and high grade musical features is de- scending on the market. • Major emphasis, however, re mains on Feature film and children's programs. Vogue in spot buying. Panic ipa- ONSOR 15 October 1962 SI tion or spot buying is the vogue today, in most instances, in syndica- tion product, Richard A. Harper, director of syndication and world wide sales, MGM-TV, pointed out. On the other hand, there's a tend- ency on the part of some clients to buy single sponsorship of feature films in certain markets. He cited Drewrys Beer, Schaefer Beer, Col- gate-Palmolive, Cornbelt Power and Light and Yellow Pages as single sponsors of feature film. Over the past several years the sponsor situation on syndicated shows, in Harper's opinion, has continued to shrink from the mar- ket it once was. "Today's market, however, is good business for the producer-director who sells within its frame-work and plans for the changing market ahead," he de- clared. "At MGM-TV our sales force has recently expanded to pro- vide greater liaison between broad- casters and advertisers, both here and overseas. True, sponsorship of syndicated shows by local and re- gional advertisers is perhaps at its lowest ebb, for various reasons: the lack of specially produced products; the off-network hours which (even as on the network) are too costly for single sponsorship; the continu- ing lack of prime time availabilities for syndication product which many advertisers want and can get only with spot adjacencies. But a news sponsorship trend is on the way." Harper explained that advertis- ers were turning to sponsorship of feature films on both a regular basis and as "specials." More and more sales are being made in this area by stations and with the help of the syndication salesman, Harper main- tained. Topical feature films and smash hits from the post-'48 re- leases are being sponsored by ad- vertisers ranging from utility com- panies to banks, beer, and soaps, he pointed out. Harper revealed that on the in- Syndication executives scan '62-'63 pictures i z. Richard Harper Dir. syndication ir world wide sales, MGM-TV Robert Rich V.p. ir gen. sis. mgr. Seven Arts Len Firestone V.p. ir gen. mgr. Four Star Robert Seidelman V.p., syndication Screen Gems Robert Morin V.p. ir gen. sis. mgr. Allied Artsists TV Jacques Liebenguth Gen. sis. mgr. Storer Programs ternational scene "we are dealing with a whole new area of program sponsorship. This is the increas- ing interest of major advertisers and agencies with large overseas sales who are planning to buy U.S. programs for sponsorship on tv in foreign countries," Harper said. "When you have inherently sound properties at honest prices there is bound to be a market. The good salesman does as much as anyone to create and develop the market in tempo with the times." That more and more spot dollars are being poured into syndicated feature film was clearly shown in a recent survey in a dozen three-sta- tion markets. The survey, accord- ing to Keith A. Culverhouse, direc- tor of sales promotion and advertis- ing, MGM-TV, showed that post- '48 features draw more spot busi- ness than the pre-'48 pictures. Aver- age post-'48 features in the dozen markets, carried 22% more spots than the older films. Further, the more post-'48 films run in the mar- ket, the better business for all the features, Culverhouse pointed out. More national clients. Len Fire stone, v.p. and general manager of Four Star Distribution Corp., said there were more participations than ever in syndicated product and that in the top 60 markets most of the advertisers were national. He esti- mated that 85% of today's business consisted of national clients and the rest divided among local and re gional sponsors. Five years ago, he noted, 80% of the business wai spent between local and regional' and the rest was national. Firestone contended there was greater de mand than ever for shows whicl have proven themselves on the net work before being made availabl for market by market selling. "Nei works have this year made mor local station time available tha last year and, in addition, man stations are pre-empting networ shows in order to enhance their ii come with quality network-prove series. Many network sponsors ai disturbed this season with the prol lem of time clearances." Hour shows, Firestone mai tained, will become increasing 32 SPONSOR/ 15 OCTOBER 196 L important because the whole net- work trend has gone toward this time length due to the popularit) ol 'spot' bins. "And when the net- work stalls a trend, the local sta- tions usually pick il up," Firestone asserted. Advertisers are buying circulation and sponsor identifica- tion is considerably subordinated today. This is true in the latter case because of spiralling costs in production, he noted, adding thai "buying today is less emotional and more mathematical — -which puts the onus on the station to buy the best properties they can obtain from the distributors." Like a number of other com- panies in the business, Four Star is conscious ol the growing impor- tance of station reps in landing ad- vertisers for syndicated product. The station rep, in Firestone'., judgment, is more important than he has ever been. "The station reps are the ones Jwho are charged by their clients — the stations — with selling the na- tional advertisers," Firestone con- tinued. "Therefore, the more prov- n the product, the easier the rep selling job. As a result, the reps today have a strong voice in the %election of shows by the station." Get full sales kits. Consequent- ly, to help them, the Four Star executive said, his organization would see to it that all major reps eceive complete sales kits so that hey will have all the sales ammuni- ion at their disposal to enable hem to tell the complete sales story >f Four Star's shows to the national idvertiser through the ad agencies. Our sales department is at the omplete disposal of the reps and ve at all times will welcome their equests for any help we can give hem." Firestone said. Firestone also said his firm >lanned an unprecedented adver- ising approach involving the use I consumer publications to pro- mt e the Four Star product. Start- ig this month, Four Star was plan- ing to buy space in Time, The »'ew York Times and The Wall licet Journal. "In addition to -lling station management, pre- 'lling national timebuyers and re-selling potential advertisers, we Pub affairs, good music click with clients Banks, among others, cash in on symphony Banks arc among numerous sponsors of Seven Arts' scries of Boston Symphony Orchestra (above) concert specials. Storer Programs reports sales success with Communism: R.M.E. (below) in many markets, in move to high grade features '0NS0R/15 October 1962 33 believe that these publications will build viewer identification with Four Star as producers of quality tv fare," Leo A. Gutman, adver- tising director of Four Star Distri- bution Corp., said recently. Since diversification is ol vital concern in film syndication, Four Star also plans some new features. Meanwhile, Four Star reports that a flock of its properties including Robert Taylors' Detectives, Dick Powell's Zone Grey Theatre, Tar- get, The Corraptors, The Law and Mr. Jones and Stage Coach West, arc tacking up impressive sales. "In the old days," Firestone said recently, "films produced for syndi- cation had a ready and waiting market as there was not much prov- en network programing available for subsequent tuns and there were no feature motion pictures on the market. In addition, there were new stations opening up all ol the time ready to gobble up the in- ferior films that came out of the Hollywood assembly line. Today, the situation has changed. There is a ready market for proven qual- ity programing that had high net- work ratings during the first run and, consequently, films made sole- ly for syndication have to go abeg- ging. In every industry, as the competition grows, quality becomes more important." Pre-empting going on. Bob Rich, v.p. and general sales manager ol Seven Arts, also saw much evidence of stations pre-empting network programs to play syndicated feature film with minute spots. He also saw considerable evi- dence ol regional and local sponsors picking up the full tab for feature films. He cited among others, Katz Druggists on KSD-TV, St. Louis: Schaefer Beer on WCBS-TV, N. Y., and Fairmont Hotel on KLRJ-TV. Las Vegas, as single sponsors of fea- ture film. Both Rich and his colleague, Don Klauber. v.p. and national sales manager, were pleased with mis- sionary work being clone on the station rep level. Since its incep- tion two years ago, Seven Arts, alter considerable thought, decided there was an area of importance in sta- tion selling which was neglected — the station reps were not being told the Seven Arts story. Consequently the post of director of station rep- resentative sales was formed with Leonard F. Hammer as head. It marked the first time, reportedly, that a syndicator of motion picture lor tv was dedicating his lull time to sales efforts with station reps. The mechanics of this adjunct to station selling, according to Hammer, are relatively simple. The object is to have station reps recommend Seven Arts produce "Films of the 50's" to their clients, who in turn make the purchases. "This is accomplished with the understanding that reps give rec- ommendations only when they are asked by their station, coupled with the fact that in many cases stations cind reps work very closely togeth- er on programing in relation to Film syndicator makes his presentation at agency level James Victory (second from r) v.p.. domestic sales. CBS Films, iiKikes sales pitch on Burr Tillstrom's Kulrfa and Ollu exec mixes of Hicks & Griest, who are (1 to r) Theodore Grune vald, senior v.p.; C. V. Skoog, Jr., pies.; and V. J. Daraio, v.p for radio/tv. Standing is William Stynes, CBS Films account executive. Firm has recently found strip programing in demani 34 SPONSOR 15 October 1965 Eatings and commercial return," nammer told sponsor. "In es- sence, a station manager says to his rep: 'II I purchase and pro- gram Seven Arts pictures, can you sell the minute spots to national advertisers?' " Search for new shows. Alter fetter product, some syndicators (Seven Arts, Storer Programs, to mention two) are ottering high- grade musical and documentary features. In the case oi Seven Arts, n is presenting 13 one-hour tv con- ceri specials featuring the Boston Symphony. The series, to date, has been sold in over 30 markets. Banks appear to he the most pop- ular sponsors ol the Boston Sym- )hon\ . Also rated a potential hit, inso- far as advertisers are concerned, is die upcoming Emmett Kelly Show, i series ol 39 half-hour children's irograms. Production was com- peted last week. The series is now eing edited and will be reach for ale the fust of January. The show tiarks Kelly's debut in a tv series. n addition to main new routines, ell) will do a series of "I'll he ack" acis. Preceding the commer- ials in the show, these will advise he audience that the clown "will e light back alter a word from is sponsor." Each of these "rou- nes" was originated by the clown. Continuing to diversify, Seven its last week also announced pro- uction ol a new series The World's mateur Boxing Championships. es Keiter, sportscaster and spoils irector of WFIL (AM & TV) . 'hiladelphia, will be host and ring nnouncer. Robert 15. Morin, v.p. and gen- ial sales manager of Allied Artists 'elevision Corp., told sponsor thai s sales staffers work cioseh with ations in signing up advertisers. In the major markets, particularly, ill out. working with station lanagcs, to land advertisers," forin declared. "We also spend me with station reps, but it isn't tough. We have made man] sales trough station reps and we're con- need that we will have to concen- ate more on this branch of the (Please turn to page 53) How to put oomph into radio Discuss hold of business on radio programing Panelists at seminar, hosted b\ WBC d-i): Wilmot Losee, pres., \\I Radio Sales; Carl Schuele, pres.. BIS: Miles David, v.p. RAH: Daniel Whitney, \.]>.. Riedle & Freede; Leslie Dunier, v.p., MW&S; Clark Sutton, dir., ache,;.. First Federal S&L ^ WBC session explores need for radio interest ► Event called 'search for tomorrow's programing' Westinghouse Broadcasting last week sponsored an all-day trade session at which radio prac- titioners and others sought to ex- plore possible wa\s of stimulating a greater degree of multi-sided in- terest in the medium. The sponsors of this event, staged at the Americana hotel. New York, described it as a "search for tomorrow's programing.'' But before the seminal discussed i he constructives there was much soul-seai clung: wh\ was it that the lay press was not giving radio the attention thai it fell it merited and win weren't admen giving more of their creative talents and ex- c hequer to its support. The answer might be summed up b\ this ke) phrase: lack ol con- tinuing excitement and novelty. This question was raised: win then weren't the advertisers buy- ing radio dramatic shows and doc- umentaries? The posei brought an affirmative response from Clark Sutton, ad di- rector ol the First National Sav- ings & Loan Co., ol Pittsburgh. Sutton, who sponsors regularly a mass ol special events and docu- mentaries on KDKA, Pittsburgh, did not obviously agree with those other admen present whose lai k ol buying response to radio was founded on the premise that it didn't oiler the mass audience ap- peal ol say, a medium like tv. His was a mass service and radio had clone a successful job loi ii. During the constructive side ol the session much emphasis was put on radio as a force in segmented programing. Among othei things, ii was pointed out thai radio had potential lor capturing (he youngei biac ' eis. from five to [0, and thai certain types ol custom-made shows might attract the American house- wife, who, after all. is the bulwark ol packaged goods sales. ^ ONSOR 15 October 1962 35 Timebuyers from four cities meet in Pittsburgh Timebuyers from different cities get together for impressive and gala station presentations. Shown above are timebuying guests arriving lor K.DKA-TV, Pittsburgh, 24-hour whirl. Cities represented were New York, Chicago, Detroit, Philadelphia Timebuyers: want to relocate? ► Salaries are reported highest in the Northeast ► Opportunities for women open in South ► San Francisco no paradise for timebuyers The question of how much a man is worth is impossible to an- swer, and the question of his value in a particular place is difficult, but for a man fitted for a par- ticular job in a particular place a significant answer can be given. Naturally the value of a timebuyer in Tahiahiahoo where the only medium is a walkie-talkie is worth considerably less than a timebuyer on New York's Madison Avenue where total agency billings fre- quently top $40 million. The primary factor considered here is the job climate in 10 top timebuying cities, with cognizance of the number of agencies in the city, salary brackets, billings, the timebuying job market, and the agency attitude toward men and women specifically. sponsor studied these differences and came up with the following conclusions: 1) salaries are higher in the Northeast, 2) computer knowledge helps — and will help more in the future — timebuyers seeking higher positions in media, 3) women's opportunities are good in South, 4) San Francisco sal- aries, opportunities are poor, 5) smaller cities train their own time- buyers, women often coming up from secretaries and men from nu- merous jobs, including estimating, and 6) many agencies in cities out- side of New York want media buy- ers— not just time or space buyers. Eastern money belt. All studies done by or looked into by sponsor show clearly that the closer to the Northeast and the larger the agen- cy billings, the higher the salary. According to a survey made . among 250 timebuyers by SRDS Data, Inc., the midwestern salary index is 16% higher than for west- ern agencies, and the index for agencies in the East is 22% higher than for western agencies. The findings show that agencies with billings of $5 million to $49 mil- lion pay approximately 18% more to media executives than do agen- cies billing under $5 million. And agencies billing $50 million or more pay 47% higher than do the agencies in the smallest size group. 36 SPONSOR/ 15 October 1962 hi another study, unavailable for publication, among 47 nation- al agencies billing $10 million or over, 23 were in New York, four in other eastern cities, 18 in the Midwest, and two in the Far West. Since almost half of the 47 studied were in New York and almost half billed over $40 million, this would indicate that (assuming as above, the salaries increase with agency billings) New York, rough and rocky as it may be, is the most fer- tile soil for high-paying timebuy- ing positions. Atlanta. If we can update an old saying and apply it to timebuyers it would be "Go South, women timebuyers." Not only are there jobs in the South, timebuyers say, but the climate is favorable to women. This contrasts sharply with Chicago and New York, where the pay is high but few women are currently getting jobs, and the West Coast where the pay is low and nobody is getting a job. In the South timebuying is es- sentially a female function (spon- sor, 19 March 1962) . Reports in- dicate that any women with a yearnin' for timebuying, a full measure of market facts, courage to go beyond the ratings, and good common sense, has a good chance of going places. Salaries are not very high, but for women they are almost always lower. The study by SRDS showed that throughout the country, with- out taking any other factors into consideration, agency men are paid 38% more than women. At any rate, the chances for advancement for women timebuyers in Atlanta are good and the cost of living low. Timebuying salaries for women are $3,300 to\$4,200 for assistants and $4,200 to $7,000 for timebuy- ers. "The opportunities are im- proving as Atlanta continues to grow as the advertising center of the South," one timebuyer wrote in. Chicago. The timebuying situa- tion in Chicago is extremely flexi- ble right now, both from the standpoint of salaries and oppor- tunities, timebuyers report. Buy- ers feel there is very little stand- ardization on salaries, with wide variance from agency to agency, as well as within agencies. Over the past few months more than aver- age opportunities have existed for agency timebuying positions. There have been two distinct trends in the timebuyer market: men buyers have the edge, and more and more agencies are seek- ing all-media buyers, rather than those with just timebuying experi- ence. "The agencies can afford to be selective and get the people with the most experience, as there are always many people looking for jobs in this area," a Chicago observer indicates. Previously women were in great abundance and still two ad agen- cies (Foote, Cone 8c Belding and EWR&R) have only women time- buyers. "Outside of Leo Burnett there are not many male timebuy- ers," one Chicago timebuyer said. The bulk of the positions open are at assistant levels where the salary range for men is $4,000 to $6,000. For women it's about $4,- 000 to $5,000. For a full-fledged professional buyer with anywhere from eight to 10 years experience, the scale is higher. At the top level, salary for men is from $6,000 to $12,000 and for women $6,000 to $10,000. Without exception the inter- views indicated buyers are being Salaries, job opportunities vary widely from city to city City Number of agencies buying time Job opportunities for men women Annual salaries for assistant timebuyers (in dollars) men women Salaries for timebuyers (in dollars) men women ATLANTA 19 poor good 3,300-4,200 3,300-4,200 to 7,000 to 7,000 CHICAGO 73 poor fair 4,000-6,000 4,000-5,000 to 12,000 to 10,000 DETROIT 18 good good 5,000-9,000 5,000-8,000 to 14,000 to 10,000 LOS ANGELES 56 fair fair 4,800-7,200 4,500-6,000 to 10,000 to 8,000 MINNEAPOLIS 32 poor poor 4,000-7,000 3,000-7,000 to 10,000 to 10,000 NEW YORK 141 fair poor 5,000-8,000 3,900-6,000 to 14,000 to 10,000 PHILADELPHIA 28 poor poor 5,500-7,800 4,600-5,200 to 14,000 to 10,500 PITTSBURGH 12 poor poor 5,000-7,000 4,000-6,000 to 9,000 to 7,000 ST. LOUIS 15 good good 4,000-7,000 4,000-7,000 to 11,000 to 11,000 SAN FRANCISCO 28 poor poor 3,600-4,800 3,600-4,800 to 10,000 to 8,000 HHHMR9BHH SPONSOR/ 15 October 1962 37 selected from the trainee ranks than before and are being in- structed in tlic wide range ol pos sibilities of using computers and electronu installations to imple- ment their work. ( hicago buyers have no desire to relocate because of more desir- able buying practices elsewhere. Foi salary, a few indicated they would go 10 New York il they were to gel a good offer. But for per- sonal reasons— mostly because of dim. ue and manner ol living— the buyers say the) would like to work on the West Coast, particularly San Francisco. However, some have tried the West Coast and had bad luck. Detroit. Timebuying opportuni- ties in Detroit look "good"' accord- ing to survey respondents. There is a great deal of timebuying to be done there for automobiles and re- lated products, as well as lor other big clients. Reportedly there are quite a lew more men timebuyers but no discrimination on job op- portunities; "it just happens that way." The average salary brackets go thus: assistant male timebuyer $5,- 000 to $9,000; assistant woman timebuyer $5,000 to $8,000; wom- en timebuyers $7,000 to $10,000, and men timebuyers $8,000 to $14,000. Los Angeles. "At present, jobs in any category could not be more scarce on the West Coast," says an agency v. p. who hires and trains timebuyers. "Timebuying in Los Angeles is no exception." Time- buyers replied opportunities were no better than fair, at best (gen- What is a radio salesman? ► He's a curious creature of assorted sizes ► Likes ad managers, account supers, heavy soles ► Knows more about your business than you do - - Untlio salesmen are each of a dif- ferent breed, says our contributor, but each has the .same creed— sign the contract. Mured by the quali- ties of his fellow salesman, Peter P. Theg, account executive, Mutual Broadcasting Co., wrote these lines of tribute below, which lake u wry view of his own vocation. Formerly executive vice presi- dent Of Broadcast Time Sales, New York, Theg began his career in sales with Bartell Family Radio, where he was one time a top air personality. Bel ween the innocence of the Four Seasons and the Top of the Sixes, we find a curious crea- ture tailed a — Radio Salesman. Salesmen come in assorted sizes, weights, and heights, but all sales- men have the same creed— SIGN I I!' CONTRACT! Salesmen aren't found every- where. Only—on top of, under- neath, inside of, climbing on, swinging from, running around— the almighty SALE. Buyers respect them, stations don't believe they exist, accounts welcome them, their wives don't understand (hem. Account men fear them, bookkeepers tolerate them; their bosses love them . . . and the Diner's Club couldn't live without them. A salesman is the imp in the back-door with his pen in his hand: a demon with fire in his eye, ideas in his head and Orders in his pocket. He's many things to many peo- ple. In fact, he's all things to all people. He has the sentiment of a poet; the spirit of a thoroughbred, the heart of a lion; the imagina- tion of a child, the voice of an orator and the energy of a ma- c hine. Self-starting and panic. He has I wo buttons: one for self-starting and one for panic. The former he presses when he smells a prospect, the latter of urgency when he doesn't. He plays his buttons like a piano, and the music is the sound of sales. He likes ad managers, account supers, blonde receptionists, his telephone, heavy soled shoes, his crushed hat, the bar car and that really big one he'll sell tomorrow and tomorrow and tomorrow. He's not much for— indecision, competitors, procrastinators, the numbers game, slow cabs, train schedules, wet martinis, typos and sales meetings during cocktail time. Details bug him, secretaries love him and mothers just shake their heads. The glint in his eye is only matched by the dream in his heart and the wings on his feet. He's fearless, dauntless, timeless and too often penniless. His commission checks seldom see the bank and his wife seldom sees him. One crummy sandwich. Nobody is so late to the office— or so early on the street. Nobody else gets so much pleasure out of making things happen and so quick to move on to something new when it does. Nobody is so vital to de- mocracy, yet so maligned in the book stalls. Nobody else can cram into one attache case— 18 Nielsens, 17 Pulses, 10 Hoopers, 15 radio sta- tions, 14 availabilities, 13 coverage maps, 12 visual aids and one crum- my sandwich to eat on the run. 38 SPONSOR/15 October 1962 erally fair lor women and poor lor men) . The manager of Francis Lee Em- ployment Agency, in Los Angeles, which specializes in agency people, c one urs that "jobs are hard to get. And anyone who is lucky enough to get a job has to work lor much less than people are paid in the East lor the same work.'' Right now men are considerably outnumbered by their female counterparts, who received a lieaw majority of votes from reps as top timebuyers in the West lor spon- sor's study ol I fanuary, 1962. Reps even felt thai women there had a particular flair lor the busi- ness. Salaries lor women range from $4,500 to $6,000 as assistant time- buyers, and $5,400 to $8,000 as buyers. For men $4,800 to $7,200 as assistants and $6,000 lo $10,- 000 as buyers. Minneapolis. "There is a lot ol timebuying going on lure, but there are ver\ lew positions open,'' timebuyers agree. "The reason is we take our timebuyers from our own training "rounds,'' one media exec slates. "Often a limcbuyer here is a space buyer, an account executive, and a research man ol sorts. We'd rather break them in to our way, taking potentials right out ol college lor training." I low are the opportunities for timebuyers from other cities wish ing to relocate in Minneapolis? Poor, timebuyei s answei . "Salaries \ar\ tremendously," one timebuyer said, and other re- spondents indicated. For women (Please turn lo page 58) A salesman is a whirling dervish — You can lock him out of your home, but you can't keep him out of your office. He is your next brainstorm, your sales conscience and the P in your P and L state- ment. An idea a minute, an out- spoken, compassionate fighter who knows more about your business than you do and admits it every chance he gels. Filling America's larder. But, lest you judge him quickly, please remember, when next you swing down Park or Filth with content- ment in your heart and a car in your garage that one scant block away peddles the malcontent who put them there. Relax with the knowledge that -while they're the' rarest ol i.i the most difficult to find— the few you meet head on will more than make up for ever) one ol life's dull moments; will more than fill the larder of America's household. For he's out professional friend, forever shaking up and up-lifting our industrial economy with— "tell you what I'm goin' lo do . . ." ^ A//^^ SPONSOR/ 15 October 1962 39 A peek at tv's commercial monitors Four N. Y. firms provide off-air storyboards Average cost for 60- sec. report is $10 Conversions on kines to photo reports grow In the stone towers of Manhattan and in a one-story professional building on Long Island, four groups of people daily sit in dark- ened rooms before as many as seven operating tv sets from 7 a.m. to midnight (or to sign off in some cases) seven days a week. They are at work and this is their job- monitoring tv commercials. Constantly alert, the monitors watch quietly amid the whir and hum and click of tv sets, electronic- equipment, recorders, cameras, small motors, and push buttons, until a new or on-order commercial begins— then they take it. Generically, they are a close- mouthed breed, not only regarding the "how to" of monitoring, but also in respect to any information concerning clients (who they are, what they've ordered). This is un- derstandable, they say, because a great deal of money is involved, especially when a big account shift, for example, is in the wind. These organizations (in alpha- betical order) are: Longstreet Photo Reports, El- mont, N. Y., Marie C. Longstreet, owner. Radio-TV Reports, Inc., N.Y.C. David Fins, president. Storyboard Reports, N.Y.C. Al- lan Black, general manager. U.S. Tele-Service Corp., N.Y.C. Henry L. Sondheim, president. In Cleveland, Jack T. Sharp is president of Guardian Monitor Service, which is adding photo re- ports to its service. The basic steps. Much of the special monitoring equipment has been specially designed and engi- neered by the firms and is not openly discussed. Basically, how- A tv commercial monitor at work on the firing line Entering data on log sheet is Roy Fast, daytime shooting room supervisor, U. S. Tele-Service Corp. Correct time (Naval Observatory dock), channel number, remarks, and systemized information to pair up audio and video is taken down 40 SPONSOR/ 15 October 1962 LILT "PROCTER & GAMBLE" "PITCHER" T,MEG0 SECONDS p(«ooramfilm j^i97-60 356-840 series no. 60591 1, ANNCR: ( VO) Milk! Know what it can do? 4. Lilt gives you these waving crys- tals that blend . . . 2. It can wave your hair. 5. with pure fresh milk to give you a new kind of waving lotion -- ... 3. It's true -- Pure Fresh Milk and Milk Wave Lilt --the new home per- manent . . . made to be good to your hair J 6. a lotion made to be good to your hair -- . .. Sequential frames of an off-the-air photo report The above photo-script (U. S. Tele-Service Corp. trademark name for photo reports) is taken from a 15-frame report on Lilt Milk Wave home permanent. Some monitoring firms run audio copy alongside pictures instead of beneath them as here ever, the steps taken in producing an off-the-air photo report of a tv commercial are as follows: 1) photograph at least 15 frames of a minute commercial while simultaneously recording the audio; 2) develop the film; 3) coordinate film frames and audio of commercial, and 4) paste up. Handling a conversion is a simi- lar operation. A client sends in a film or kinescope of a commercial, which is put through a special projector. The finished product resembles a photo report. How- ever, frames in a conversion are square, whereas photo reports show the tv-set arcs at all corners. Thematic coverage. Mrs. Long street contends the photo reports business is the more sophisticated tv follow-up of her RadioScription Service (verbatim radio transcripts) which she pioneered in 1929 while still a secretary in an advertising agency. Most orders are handled on a "theme" basis, she said. For in- stance, there might be a standing order from a shampoo manufac- SP0NS0R/15 October 1962 turer or advertising agency for a peanut butter firm to cover every- thing being done by competitors. Or perhaps one giant corporation wants to know all activities of its giant rival. One third of her work is conversions, she said, which be- gan about three years ago. Commercial monitor pioneer Mrs. Marie Longstreet began Radio- Scription Service in 1929. Spaces her tv monitoring today with gardening If a commercial is missed, Mis. Longstreet said, "there is no guar- antee that you'll find it again same time, same station," because so many advertisers are participating in six or eight shows, or else the messages are on a rotating basis. It is also impractical to call up a station or network, she said, to find out when a commercial is sched- uled, because they cant afford to waste the time and manpower on such queries. A recognized pro, Mrs. Longstreet also likes to "allow time for living" which includes gardening, bird watching and visiting her Massa- chusetts farm with her husband. Detective work. Radio-TV Re- ports has photo facilities in New York, Los Angeles, Washington, and New Orleans. It also has offi- ces in Los Angeles, San Francisco, Detroit, Chicago. Washington, and New England through its Boston sales operation. David Fins, president, said the firm has over 50.000 commercials in its library— from 10 sees, to 60 sees.— going back to 1957. (Please turn to page 60) 41 Six actresses who portrayed problems of women in Purex specials ["hese women developed roles in series ol Purex Specials for Women: (top, 1-r) Barbara Baxle) as "The Single Woman": S\hia Sidney in "Change ol Life"; Kim Hunter in "The Cold Woman"; (bottom) Leora Dana as "The Working Mother": Patri tl in "Mother and Daughter"; Phyllis Thaxtei as "The Trapped Housewife." New series is now in the making Purei's unique approach to women _ zzzzzz . z. Appeals to female viewer via her probSesns Specials were first to treat delicate topics Established impact and brand identity CHK VGO Anothei dimension in public a( ceptance and approval was achieved this month by the Purex Corp. for sponsorship ol its un- precedented public service series, when national distribution began ol Avon Book's recently published "Special for Women." The book is a paperback containing eight of the 12 original television dramas com- prising the Purex Specials for Women. Series this summer com- pleted its second cycle on NBC TV. Scheduled over the past two years, Purex Specials for Women Began in daytime i\ on 1 I October I960 with "The Cold Woman." Inst of the documented explora- tions into widespread — and often delicate — problems laced by women in today's complex society. For and about women. Purex's venture, a distinct departure in tv programing, was lauded by tv critics and the public as unusually compelling, particularly for day- time fare, according to Leslie C. Bruce, Jr., director of advertising 12 SPONSOR/ 15 October 1962 lor the corporation. Edward H. Weiss and Co., Chi- cago-based agency for Purex, origi- nated the Specials for Women con- cept, Bruce says. "The idea initi- al!) was (o produce a television vehicle which would strongly refleci the nature ol Purex products and provide strong sponsor identifica- tion. "Because ol the corporate slogan, 'You'll find the Woman's Touch in ever) Purex product,' a show loi and about women seemed ideally suited to our needs." he says. Original but expensive. "Under- taking the Specials fot Women was an expensive as well as an original move for Purex." says Nathan Pinsof, v.p. and media director foi the Weiss agency. "Costs were about twice those of I he average daytime show." (sponsor estimates a total of approximately $100,000 lor each show, including time and talent.) The underlying concept of the specials, Pinsof explains, represents both the advertising philosoph) and the marketing strategy of Purex: I) to provide advertising impact that would help combat some of the giant competition in the field ol household cleansers and tc'let soaps and 2) to establish Pi' brands even more substantiall) and, at the same time, offer programing of service and quality. Another marketing factor lacing Purex prior to launching the spe- cials, according to Bruce, was need for a method to register heavib. with the grocery trade. Grocery produn*s. The prod ducts involved (divided between Weiss in Chicago and Foote, Cone & Bekling's Los Angeles office) are chief!) ol Purex's grocer) products division: Dutch Cleanser; Little Bo-Peep Ammonia: Blu White and Beads-O-Bleach; Fleec) White and Purex. liquid bleaches; dry and liquid Trend detergent; and Sweet- Heat I toilet soap. Since the homemakei is Purex's chief consume). Bruce points out. the Specials lor Women seemed ideally suited to the company's purposes. The project was turned over to NBC TV for production under the guidance ol Lrving Gitlin, executive producer, and George 1. elicits, writer-producer ol the spe- cials. "At fust we were somewhat war) about the subject matter," Bruce tec alls. "The topics probed were new to the tv medium — some ol them ol a vers personal nature, which, il not handled expertl) and with finesse, could have been offen- sive to main ol the \ iewci s." Proiftrcts Purex impresses on tv "speeiaJ" viewers *~s>- Among the 12 problems covered in the specials wet e such subjective topic s as: sexual li igidilv . "I he Cold Woman"; emotional prob- lems ol homemakei s, in "The Trapped Housewife"; myths sur- rounding the menopause, in "Change ol Life"; and marriage un-fullfilment, in "What's Wrong with Men:-" "We maintained a hands-ofi pol'< . however." Bl uc e explains Heavy impact to meet the competition Five Purex products above were among those rotated in commercials during two year television seiics. Marketing strateg) demanded thai these products get In n\ sponsor identification impact to meet competitors such as P&G, Level Bios. SPONSOR 15 October 1962 13 A hands-off policy Leslie C. Bruce, Jr., Purex director of advertising, gave programers freedom in writing and production of episodes Response from every level Nathan Pinsof, v.p., media director, Edw. H. Weiss 8c Co., was pleased with Purex series' wide public acclaim "and did not interfere in any way with the writing or production of the episodes." lire 12 programs were scheduled in the daytime during the past two winter seasons and repeated at night each summer. Moderated by Pauline Frederick, they were docu- mented, authoratative, and con- tained commentary by noted physi- c ians and psychiatrists. Positive playback. Based on the response, says Bruce, Purex feels i hat the series was tremendously successful. "Tv critics all over the country, as well as individual view- ers, were very encouraging in their comments praising the shows for the manner in which subjects were handled." According to Bruce, an avalanche of letters, telegrams, and phone calls was received by Purex and NBC TV after each show, re- questing they be rescheduled at night so that a wider audience — particularly husbands — could see them. "Response came from every level of society," says Pinsof, "and from all age groups. Comment was also received from professional people — doctors, attorneys, and even the clergy — on the understanding and insight imparted via the specials." In addition to public acclaim, the Purex Specials for Women re- ceived many industry accolades for excellence, including the National Media award, "Media's Finest Hour." Enthusiasm for the series has car- ried over to demand for the Avon paperback, as well, says Bruce. Prior to national release this month, the book was a Purex premium during August and September— for 25 cents and any Purex label. The bulk of Purex's advertising budget is now allocated to televi- sion, according to Fred McCor- mack, media supervisor for the ac- count at Weiss. He says that tv is now the client's major medium, with ROP newspaper, and a heavy concentration in grocery trade jour- nals getting the remainder. Purex devotes approximately 65% of its advertising budget to tv, sponsor estimates. But the Purex Corp. is no new- comer to television, Pinsof empha- sizes, having entered the medium about six years ago as an original alternate sponsor of Perry Mason. For two years it maintained alter- nate sponsorship of The Big Suprise, and co-sponsored other sig- nificant network shows through the years, such as the two-part Project 20. In addition, this advertiser schedules extensive daytime partici- pations in network tv on such shows as Lorctta Young, Dr. Ma- lone, and Jan Murray; and at the same time conducts tv spot activity. Even with such diversified partic- ipation in the medium, Pinsof says, Purex favors total sponsorship, and has some very strong convictions about the value of sponsor identifi- cation. "Too much program shar- ing dilutes sponsor identification impact which is important to Purex. Because it is not the biggest com- pany of its kind, Purex is interested in a unique approach to television to distinguish its line from similar products in the field. The company has always maintained an open, flexibile approach to television, wil- ling and eager to do the exciting and dramatic whenever such fare is available." Pinsof cites this ex- ample: Purex had scheduled The World of Benny Goodman for 29 October, but learned that 1/3 of the election night coverage on CBS TV was available early in Novem- ber. They bought this segment, featuring Huntley-Brinkley, and re- scheduled the Goodman show for later in the year. Service preferred. Flexibility such as this is desirable for mar- keting strategy according to both the client and the agency. "While not yet having the largest product sales story in its field," says Pinsof, ."Purex would like to maintain its already established leadership and corporate stature gained by identi- fication with programs of quality, newness, and impact, with a prefer- ence for those of a service nature." Last year, in addition to Specials for Women, Purex sponsored some significant network programing via the World Of series. These shows, scheduled as specials, were a com- bination of entertainment and edu- cation, examining the worlds of (Please turn to page 61) 44 SPONSOR/ 15 October 1962 REASONS WHY PAYS TO BUY CHANNEL 5! 1— Local-level merchandising support. 2— Top FM coverage in All Eastern Michigan. 3— Every commercial gets full-page, tront-page exposure. 4 — Eastern Michigan's only TV station telecasting color daily. 5— Nearing 10 years of one- ownership service to all Eastern Michigan. WN EM-TV CHANNEL SPONSOR/ 15 October 1962 45 I WHN JOINS MUTUAL! WHN has moved to Mutual, bringing a brand new, brand-conscious audience in 7 key Eastern states! it's an adult, affluent audience, attracted by enlightened radio programming. Only WHN presents Total Information News — complete coverage of local and world events with comment by such outstanding personalities in their field as: Fulton Lewis Jr., Bill Stern, George Hamilton Combs, Whitney Bolton, Leo ;her, Tony Marvin and more. As well as Mutuai's awai i ing program "The World Today"! And WHN plays The Sound of Music your audience ir. Only the most listenable music presented by Bob and Ray, Dick Shepard, Hans Andersen, Lonny Starr and Dean Hunter. So remember WHN —all 50, COO watts of it. Your station to reach the best of New York City and beyond. Remember Mutual, toe. It's the largest radio network in the world. It's your road to Main Street, U.S.A. 5 0,0 00 WATTS \OSO J STORER RADIO IN NEW YORK THE SOUND OF MUS TOTAL INFORM mutual RaiSif A SERVICE TO INDEPENDENT S ' WORLD'S LARGEST RADIO NET Y'all Can Brang Yer Geetar, too, Cause This'ns Gonna Be Uh Reeuul Swangin' BPA Doin's In Bee-Ug D Whyncha pack yer bag, bring the leetle lady and all the young'uns and stay a spell. TIMEBUYER'S CORNER Media people: what they are doing and saying The deal made between ex-Hicks & Greist buyer, Mort Reiner, and Public Affairs Projects, Inc. early last month, seems to have fizzled out. Mort, who joined PAP to handle the New York State Democratic politicos, is reported to be looking around for another buying job. Bud Pfaft, one of the featured "players" in sponsor's story, "The Only Brother Act in Timebuying?", 10 September issue, leaves Manoff this week for Bates to be assistant buyer on Standard Brands. The situation is somehow equated since Manoff wooed Tom Hollingshead away from Dancer-Fitzgerald-Sample and made him media supervisor last week. Aside from the addition of former Lynn Baker buyer, Mary Meehan (reported here last week), a flurry of move-em-up activity has been going on at Fuller & Smith & Ross, New York. Those involved: Frank Delaney who supervised all media for Lehn & Fink products and Dorothy Shahinian, executive assistant to media director, Don Leonard, moved up to associate media directors; and estimator (on Lehn & Fink) Lucille Giorelli, made a media buyer. The activity, of course, was motivated by the recent Lestoil acquisition. Exchanging a bit of farm talk Among those who talked farming during recent Nat'l. Assn. of Tv/Radio Farm Directors luncheon in N. Y. were these Wildrick &: Miller, N. Y. peo- ple (1-r): chief buyer Maria Stier, pres. Stanley Wildrick, a.e. Herb Hands, v.p. Donald Wildrick. Far right: CBS Radio Spot Sales a.e. Ray Kremer Agency hopping dept.: James J. Egan left Al Paul Lefton, Philadel- phia, to join N. W. Ayer, that city, as buyer on Sealtest; Richard Bower, who bought broadcast on BBDO's Campbell Soup account, joined Colgate-Palmolive as assistant product manager in the new produc ts division. It's still vacation time for Dancer-Fitzgerald-Sample's Dorothy Medanic who is spending it in Europe. (Please turn to page 50) 48 SPONSOR/ 15 October 1962 f you lived in San Francisco — . . .you 'd be sold on KRON-TV SPONSOR/15 October 1962 49 "IT PAYS TO use KTVE" So says Lee Edwards VOLKSWAGEN DEALER in Monroe, La. OVER IOO LOCAL ADVERTISERS USE KTVE REGULARLY TO GET SALES RESULTS & PROFITS KTVE lO m 1 CHANNEL 1/ ELDORADO MONROE GREENVILLE REPRESENTED NATIONALLY BY: VENARD RINTOUL & McCONNELL CECIL BEAVER SOUTHERN REP ONE BUY! FOUR MARKETS! walb-tv ICH.IO-ALBANY.GA. ©ALBANY • DOTHAN • TALLAHASSEE • PANAMA CITY GRAY TELEVISION Raymond E. Corow General Manager wjhg-tv icH.7-PANAMAciTYj FLA. 366,000 TV HOMES* * ARB, Nov. '61 One buy— one bill— one clearance! Or stations may be bought individually for specific markets! Represented nationally by Venard, Rintoul, McConnell, Inc. In the South by James S. Ayers Co. ^TIMEBUYER'S CORNER Continued Foote, Clone & Belding's newly-wed Martha Sykes is honeymooning in Puerto Rico. Can't help wondering: How name-alikes Marion Monahan of Mc- Cann-Erickson, San Francisco, and Marianne Monahan of Needham, Louis 8c Brorby, Chicago, feel about the contusion this same-name situation niggers? The Corner pays its respects this week to McCann Erickson's (New York) John Kilian. fohn, who has been with McCann-Erickson for more than lour years now, is raclio-tv buyer on the Nabisco bread account. He was one of the first buyers to receive Broadcast Time Salts' recently inaugurated "Timebuyer of the Week" award. A native oi Saginaw, Mich., and a graduate of City College of Chicago, fohn started his advertising career in the accounting department at McCann-Erickson alter a stint with the U.S. Army. Gradually he moved into media buying and for a time handled some of the buying chores on the Dorothy Gray account. John, who is married, is an avid sports enthusiast and whenever time permits, he hies himself oft to indulge in his favorite sports— tennis and skiing. "Timebuyer of the Week'' award McCann-Erickson's |ohn Kilian (r) ' receiving "Timebuyer ol the Week" award from Broadcast Time Sales v.p. Ben McLaughlin. He was one of the first recipients to cap the award which honors skill in radio buying Good news dept.: Bill Murphy, media director at Papert, Koenig 8c Lois, is out of the hospital and recuperating at home after a success- 1 nl battle with pneumonia. Not so good news dept.: Mishap experienced by Don O'Toole, assistant media director at Buchen, Chicago. Returning from a Nas- sau honeymoon a couple of weeks ago, Don wasn't back on the job one day when he was hit by shattered glass on the Illinois Central railroad en route to his home. Don spent the night in the hospital and both bride and Buchen were happy to have him back the next clav. ^ 50 SPONSOR/ 15 October 1962 PEOPLE AP-PEEL...a basic concept of per- son-to-person radio! SWANCO STATIONS program for the whole family, appealingly, entertainingly . . . and, productively for adver- tisers. Friendly, family radio with "people appeal" . . . people who listen, like it . . . people who buy it, love it!! SWANCO HAS P. A. PEOPLE AP-PEEL 5| KRMG KIOA THE JOHN BLAIR /-~ STATION l^\ TULSA. DES MOINES. ^^ OKLAHOMA IOWA KQEO KLEO XS^roberte. ANEW°MEX?CU0 ' TANAS'' \ZmP — *— * -• '- SPONSOR If) OCTOBER 1962 :>i We're whompin' up a reeul or fashion hoe-down for y'all at the Holiday Inn Central Bunkhouse . . . better, pack yer saddlebag and head on down to Bee-Ug D Harold Mcden. secretary-Treasurer Broadcasters' Promotion Association, Inc. 213 Kast 4»tli Street New York 17. N'.Y. Hear I'odnnh: I'm attachin' my rlieek for $4(1 as advance registration for the 1962 BPA Seminar in Kit: 'IV. Have them fellers down at the hiinkhniise set U|> hnusekeenin' for me Octoher 2.9-31. Name Station Address ) Keep check on competition. 4) Check stations; are messages being aired on schedule? what is their quality? what commercials came before, after? The cost of a one-minute com- mercial photo report varies from $7.50 to 512.50. Prices are reduced for quantity purchases, and each firm offers forms of quality-plus- price indu< ements for their various sen ices. ^ PUREX TV SPECIALS (Continued from page 44) such luminaries as Bob Hope, Billy Graham, Jimmy Doolittle, and Sophia Loren. This season, more World Of epi- sodes are scheduled under Purex aegis, beginning with The World of Jackie Kennedy on 30 Novem- ber. Mean while, Purex has not for- saken the Specials for Women. For some time work has been in prog- ress on new subject matter to pre- sent within this format. "We want to do more of them," Bruce says, "but we reached a point where all oi us involved — the agency, net- work, and Purex — felt we may have exhausted subject matter for the original series. New ideas aie now being explored for continuing the specials, however." One ol (he possibilities under in- vestigation, Bruce says, is a two- part episode on love and marriage. Because of the response to the book offer this summer — far exceeded our expectations, Bruce reports — ■ the company feels there is a contin- uing need for examining contemp- orary personal problems. Bruce indicates that the specials worked out very well lor Purex. "The positive response from the public, as well as the laiings which were good, had us to believe thai we accomplished our prime pur- poses," lie sa\s. However, he points out, it is impossible to pin down specific sales results from an\ one campaign, because there are so inan\ variables. He admits one ac- complishment directly attributable to the series: "We gained new (lis tribution lor our products result- ing from distributor admiration of the Sjjetitils for Women sponsor- ship." ^ Pittsbun urgh's WIIC promotes \ * !i ? Spot availabilities: KAY TODAY SHOW starring HUGH DOWNS 7 a.m. Mon. through Fri. o CALLS starring KAY NEUMANN 9 a.m. Mon. through Fri. LUNCHEON ATTHEONES starring ALICE WESTON 1 p.m. Mon. through Fri. the MICKEY MOUSE CLUB featuring BY WILLIAMS 5 p.m. Mon. through Fri. RED DONLEY SPORTS 6:15 p.m. • 11:10 p.m. Mon. through Fri. the TONIGHT SHOW starring JOHNNY CARSON 11:15 p. m. Mon. through Fri. Plus all the great ones from ^3 ! Represented nationally by Blair TV SPONSOR/ 15 October 1962 6 J -SPONSOR-WEEK Continued Search ends for Cutest Little Squirt WKBW, Buffalo, had a lively climax at a local family inn for its colorful Little Squirt Pageant, sponsored by Squirt Bottling Co. On hand were d.j. Dan Neaber- eth and Miss Binnie of Romper Room to fete winner two-year-old Mark Munzert The Third Dimension George Arkedis (1) CBS Radio v. p., discusses sales presentation with Wil- liam A. Schroeder (c), Best Foods exec, v.p., and adv. v. p. Albert Brown ■I Check construction progress Mark L. Wodlinger (1), v.p. and gen. mgr. of WIIM-TV, Grand Rapids, checks with chief engr. Dale Wolters on progress of tower for new station New Frontiers in Pittsburgh WTAE's Frances Smith perches on Indian pinto, part of traveling team in Pittsburgh, to tell viewers "Wagon Train" is now shown on the station Agencies The charge that the creative tal- ents of agencies are not being uti- lized in the development of radio and tv programing was leveled by Edward H. Weiss last week. In an address before the Broad- cast Advertising Club of Chicago. Weiss cited such agency-created programs as the Purex Specials for Women and urged that more agen- cy talent be put to work in the pro- gram area. Leonard Levin, president of Chi- cagos Alberto-Culver will be the guest speaker for the 13 November meeting of BAC. Appointments: Johnson & Johnson to Cummins MacFail & Nutry for a major new product . . . Philips Roxand Laboratories to Robert A. Becker for a new product . . . Air Force Recruiting Advertising for fiscal 1963 to MacManus, John & Adams, New York . . . Schine Ho- tels to Grant Advertising . . . John- ny Londoff Chevrolet Co., Floris- sant, Mo. to Richard C. Lynch Ad- vertising . . . E. J. Korvette Depart- ment Stores to Metlis & Lebow for the Shop-At-Home Department . . . KTVT, Dallas-Ft. Worth, to Jack T. Holmes & Associates . . . Metre- cal to Kenyon & Eckhardt Do Brasil. New quarters: With the recent ac- quisition of all space on the 23rd floor of the Merchandise Mart, the Chicago headquarters office of Clinton E. Frank has all of its de- partments together within the top three floors of the Tower of the city's famed business landmark. Top brass: W. R. Hillenbrand leaves his post of executive vice president and director of Lambert & Feasley to join JWT as a man- agement supervisor. New v.p.'s: William H. Weber at Richard C. Lynch, St. Louis . . . Robert H. Blend at Mogul Wil- liams & Saylor . . . Jay B. Beneman and Lester J. Harmon at Werman & Schorr, Philadelphia . . . Daniel E. Welch at Foote, Cone & Belding, Chicago. PEOPLE ON THE MOVE: Harry 62 SPONSOR/ 15 October 196S F. Renton to television coordina- tor on the Corn Products account at Lennen & Newell, a new posl . . . John E. Woods to account ex- ecutive on the Lestoil account at Fuller & Smith & Ross . . . Charles Schiappacasse to copywriter at Needham, Louis k Brorby . . . Frederic D. Bell to the copy de- partment, James J. Egan to time buyer at N. W. Aver . . . Ted Pearson to media director of Comp- ton, San Francisco . . . John E. Rowan to the creative department of Street & Finney, to work on Colgate-Palmolive . . . Francis P. Delaney and Dorothy Shahinian to associate media directors and Lu- cille Giorelli and Mary Meahan to media buyers at Fuller 8c Smith 8c Ross, New York . . . Sylvia Sim- mons to assistant to Edward L. Bond, Jr., executive vice president and general manager of Young 8c Rubicam ... Si Bloom to the radio and tv staff of Fuller 8c Smith 8c Ross, Pittsburgh . . . Tom Scott to account executive at Smock, Deb- nam Sc Waddell, Los Angeles . . . Betsy Brown, Vivian Koenigsberg and Peter Greeman, copy group heads at Norman, Craig 8c Kum- mel, to assistant vice presidents . . . Richard C. Larko and Stuart Shryer to merchandising super- visors at Foote, Cone 8c Belding, Chicago . . . Robert P. Leonhard to supervisor and Walter H. Zip- pier to account executive at Y&R, Detroit. Retirement: Ward H. Olmsted as an officer of MacManus, John 8c Adams, effective 31 December. He'll be replaced by William B. Everson, vice president, as man- ager of the Twin Cities office. Advertisers Campaigns: J. P. Stevens & Co. in- troduces its new men's wool-worsted suits and slacks created from a new fabric, with double runs of a 30- minute documentary called "Uni- verse" on tv stations in New York, Chicago, and Detroit. Agency is Fletcher, Richards, Calkins & Holden . . . Max Factor will sched- ule one of the most comprehensive promotional campaigns in its his- tory to introduce "Fine Line Lip- stick." Scheduled to break early Six pretty sponsors say happy birthday The Rheingold girls gathered in Boston to help WBZ general manager Paul G. O'Friel celebrate the radio station's list birthday. Alter the ceremony, the cake was shared with children from the New England Home for Little Wanderers Unveils new facilities Discussing WSIX, Nashville, expansion into stereo broadcasting (1-r): PGW a.e. Vic Piano, station pres. Louis Drau- ghon, former Tennessee Gov. Frank Clement, station manager Paid Ruble CBS newsmen gather A breakfast meeting of CBS newsmen at Nat'l. Radio-Tv News Directors Assn. ((inference brought together (1-r): Bill Leonard. Jules Dundes, Walter Cronkite, Don Mozlev, Blair Clark . . . Congratulations to future broadcaster Marvland-D. C. Broadcasters Assn. awarded $500 schol L-r: Dr. George F. Batka (Md. U.): Ralph Phillips ( Shumate (winner): Virginia Pate (WASA, Havre De arship to U. of Md. student. WFBR, Baltimore): Roland Grace), assm's aduc. chnin. SPONSOR/ 15 October 1962 63 All about time... in 12 hours Involved in time buying? "oadcast sales? Traffic? "W ■ a rep, network, agency o Chances are you've got problems. We've got answers— in the 1962-'( Time Buying and Selling Seminar. The new TB & SS is ''all about time." It's a one-of-its-kind, 12-hour course in the business side of broadcasting, designed to help make your work easier and provide the know-how that can mean faster advancement. . Study your audience before searching for approaches. Use words and pictures that will alert and captivate. Your non-broad- cast competition is formidable. I. Examine uncomplicated sym- bols. Will they help your stoi \ ? 5. Think of music and jingles. A familiar tune will often do the work ol many words with a lot less strain on the viewer. Remember, make it as easy as possible for your audience. i). Make sure your pictures are clear. Don't load-up on tricky ef- fects that require perfect reception. 7. Does your commercial tell its product story? Don't be arty for the joy of being creative. Your job is to sell, not to win awards. S. Look for different ways to tell an old story. The viewer ap- preciates something new. It will grab his attention — and that's hall the battle. !>. Wear a do/en different hats when constructing a commercial. lie a writer, a researcher, an ac- count man. your client and the consumer. The latter is most im- portant. A writer who isn't inter- ested in people can't be good. in. And finally, appraise othei commercials. \Vh\ ate so few out- standing? What makes them good? Commercials are the heart ami mils o| the television business, and from top management on down. they deserve more skilled atten- tion. ^ SPONSOR/ 15 October 1962 69 Why it pays to advertise your station in a broadcast booh BECAUSE THE TIMEBUYER IS KING JL here's nobody better quali- fied to advise you how and where to invest your national ad- vertising dollars than your own national representative. He'll tell you that the time- buying system really works. Which means that at any of the top 50 (or top 100) advertising agencies placing national spot business the recognized time- buyer, backed up by his super- visors, decides which stations get the nod. Sure, there are excep- tions to the rule. Of course there are some account executives and ad managers that exert a heavy influence. But, by and large, the timebuyer is king. Reaching the timebuyer, and the other men and women who strongly influence a spot buy, is a job for a specialist. That's why the several thousand time- buyers (by job title and job function) who buy national spot read the broadcast books. More- over, they rely on them. They rely on one or two favorites al- most to the exclusion of all others. Buy broadcast books to give your national campaign impact where it will do the most good ... at least cost. a service of SPONSOR 'SPOT-SCOPE Significant news, trends, buys in national spot tv and radio Some important buying was clone in Chicago last week, with the biggest surprise in spot tv centered on Miles Laboratories (Wade). 1 he account is buying adjacencies to teen-age appeal shows a la American Bandstand and high school sports reports. The surprise element: about ;t month ago, Wade asked around among i he reps about the possibility of such adjacencies, and the buy was made on the basis of those verbal submissions. Product involved is One-A-Day Vitamins." Chun King is the cause of glad tidings in spot radio circles. A buy, out of Campbell-Mithun, Minneapolis for 33 markets (Blair group plan) gets rolling today for four weeks. The complete canned line of chinese foods will be promoted. Chun King's re-entry into radio is a hopeful sign for the medium, with indications that the account may go even heavier, extending this buy and adding markets. Ben Leighton is the buyer. For details of last week's spot activity see items below. SPOT TV BUYS Grove Laboratories is putting out feelers for daytime and fringe minutes and 10's. Campaign is for l-Waj Nasal Spray. Schedules will start 5 November and run for eight weeks. The agency: Donahue & Coe. Buyer: Joe Barker. Thomas J. Lipton is buying for its Golden Ladle Spaghetti Sauce. The request is for day and fringe minutes to run from 21 October to 10 November and from 25 November to 15 December. Agency: SSC&B. Buyer: Chuck Woodruff. Old London Foods is aiming primarily at a women's audience but also wants kid time for its upcoming campaign. The search is for minutes and 20's to start 22 October and continue for eight to 10 weeks. Agency: Richard K. Manoff. The buyer is Len Ziegel. Mogen David Wines is back in spot tv this season, after an absence of a few years. Its re-entry, based on successful experimental runs in six. or seven markets last year, begins this week in an extensive list of markets, using nighttime minutes and 20s. Agency: Edward H. Weiss. Buyer: Bruce Galler. Schlitz is buying I.D.'s only in about 25 major markets for a four-week run, two weeks in October and two weeks in November. Agenc) is Leo Burnett and the buyers are Don Love and Mike Myles. Eastman Kodak kicks off on 25 November with minutes and lid's in San Francisco, Detroit, and Chicago. The campaign will continue until 2 December. The agency is ]. Walter Thompson and Joan Ashley is the buyer. 1963 edition off the press! SPONSOR'S 5-CITY TV RADIO DIRECTORY . . just about every 'phone number you need in these five big cities is in SPONSOR'S 5-CITY TV/RADIO DIRECTORY. Networks, groups, reps, agencies, advertisers. Film, tape, music and news services. Research and promo- tion. Trade associations (and even trade publications). All in the convenient pocket-size, for only $.50 per copy; 10 copies, $.35 each; 50 copies, $.25 each. SPONSOR 555 Fifth Avenue, N. Y. 17 SPONSOR, 15 October 1962 71 'SPONSOR President and Publisher Norman R. Glenn Executive Vice President Bernard Piatt Secretary-Treasurer Elaine Couper Glenn EDITORIAL DEPARTMENT Editor John E. McMillin News Editor Ben Bodec Managing Editor Mary Lou Ponsell Senior Editor Jo Ranson Chicago Manager Gwen Smart Assistant News Editor Heyward Ehrlich Associate Editors Mrs. Ruth S. Frank Jane Pollak William J. McCuttie Barbara Love Art Editor Maury Kurtz Production Editor Mrs. • Lenore Roland Editorial Research Cathy Spencer Special Projects Editor Davia Wisely ADVERTISING General Sales Manager Willard L. Dougherty Southern Sales Manager Herbert M. Martin, Jr. Western Manager John E. Pearson Northeast Sales Manager Edward J. Connor Production Manager Leonlce K. Mertz Sales Service Secretary Bette Solomon CIRCULATION Manager Jack Rayman John J. Kelly Mrs. Lydia Martinez Sandra Abramowitz Mrs. Lillian Berkof ADMINISTRATIVE Business Manager C. H. Barrie Assistant to the Publisher Charles Nash Accounting Mrs. Syd Guttman Reader Service Dorothy Van Leuven General Services George Becker Madeline Camarda Michael Crocco Rose Alexander Staff 'SPOT-SCOPE Continued Remington Shavers is looking for prime 20's for a campaign to start 12 November and continue for six weeks. The buying's being done out of Young & Rubicam by Gary Bell. Fisher Body division of General Motors is now involved in a ^pot cam- paign in about 20 markets to run through early December. The drive is to boost introduction of new GM cars. Kudner is the agency and Maria Carayas the buyer. Warner Lambert is buying now for a 5 November kick off. The product involved is Centrex Cough Tablets, handled by Ted Bates. The request is for nighttime minutes with an adult audience and the campaign is scheduled for 24 weeks. The buyer at Bates is Chet Flaybaugh. Candygram Co. will promote the idea of sending candy by wire with spot tv. Launch date is 14 November and schedules will run for seven weeks. Time segments: minutes Wednesday through Sunday only. Art Fischer is the buyer at Cole Fischer Rogow. Charles Gulden Mustard is going into several selected markets on 5 November with schedules of night and day I.D.'s. The buy is out of Richard K. Manoff and Len Ziegel is the contract. Chock Full O'Nuts starts today, 15 October, with minutes, chainbreaks and I.D.'s in both prime and fringe time. Schedules will run from four- six weeks, depending on the market. Agency: Peerless Advertising. Buyer: Joyce Lane. R. J. Reynolds will promote various products starting next week, 22 October. Schedules of minutes, chain breaks and I.D.'s, prime and fringe, will continue for eight weeks. Agency is William Esty. Buver: John Phelan. SPOT RADIO BUYS Contadina Foods kicks off today, 15 October, with schedules on 61 sta- tions in 31 cities. Campaign is on behalf of Tomato Paste and will again center on the Stan Freberg jingle "eight great tomatoes in the little bitty can." Schedules will run for eight weeks and will be repeated in March and April. Agency: Cunningham & Walsh, San Francisco. Mentholatum Deep Heating Rub starts today, 15 October, a campaign to get its message across to a mature, adult audience. An estimated 50 markets are involved in the buy. Minutes and 30's are being used dur- ing drive-time and mid-day periods. The push is scheduled to run 20 weeks, through the so-called cold season. Agency is J. Walter Thompson. Colgate Palmolive has a test campaign going in three markets for its Fab detergent. Minutes are being used throughout the campaign which is scheduled to run for 18 weeks. Starting date was 4 October and sched- ules will continue until 22 December. After that the flight will take a holiday hiatus, and the campaign will pick up again 1 January and run until 16 February. The agency is Ted Bates. Jack Flynn is doing the buying. 72 SPONSOR/ 15 October 1962 ■ "Charlotte's WSOC-TV... provides carousel ride to 300% increase in toy sales" -Wilton Damon Advertisers with a stake in young America can bank on this-nowhere in the Carolinas will you tind children's program strength to match that of WSOC-TV. This better television fare for small fry complements the over-all program structure that is producing big sales successes for channel 9 advertisers throughout the Carolinas. Schedule WSOC-TV -one of the great area stations of the nation. WSOC-TV CHARLOTTE 9-NBC and ABC. Represented by H-R WSOC and WSOC-TV are associated with WSB and WSB-TV, Atlanta, WHIO and WHIO-TV, Dayton BWJW TV CLEVELAND Down to earth facts: Cleveland is the only market in the nation's top 15 with a TV field all to itself. It's exclusive. No perimeter stations take a bite out of its TV audi- ence. That's why WJW-TV gives you more sales impressions per dollar. ■ Compared to the top 15 markets, Cleveland's WJW-TV delivers up to twice the spot audience on a CPMH basis. On prime evening shows, WJW-TV's CPMH per commercial minute is Vi to V-j less than the national average. ■ WJW-TV Cleveland reaches 92% of the TV homes in the heavily populated, 18-county area of Northeastern Ohio— a market with 6.4 billion dollar annual retail sales. For the best buy in the TV sky, call your Storer Television Sales representative. WJW-TV CBS @ in Cleveland. LOS ANGELES KGBS PHILADELPHIA WIBG CLEVELAND WJW MIAMI WGBS TOLEDO WSPD DETROIT WJBK STORER BR0ADC1STISG COMPANY NEW YORK WHN MILWAUKEE WITI -TV CLEVELAND WJW-TV ATLANTA WAGATV TOLEDO WSPD -TV DETROIT WJBK-TV RECt 962 SPONSOR THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE 22 OCTOBER 1962— 40c a copy / $8 a year Part 1 of 2 Parts BRIGHT NEW 'YOUTH KICK' ON TV P 27 Radio proposal to keep new car sales up p. 37 HOW more than • 1 out of every 4 people in Chicago depend on WAAF. . . for Music, News, Public Service Information, and, most important, Where and What to buy." TH O MAS L. DAVIS General Manager, WAAF Some of WAAF's advertisers: Gallo Wine, Drewry's Beer, Schlitz Beer, Budweiser Beer, Meister Brau Beer, Swift &. Co., Wonder Bread, Jay's Potato Chips, Ward Baking Co., Gillette, Milnot, Pepsi-Cola, Coca-Cola, Chesterfield, Herbert Tareyton, P. Lorillard Tobacco Co., L&M, Philip Morris, Carnation Milk, and others. THE Represented nationally by bolljng CO. in 14 major cities. Always the Winner In the Central New York Market! There's no beating the best. It isn't as if nobody tried. Competition is keen — and, to give credit where it's due, competitive programming often merits real praise. But when you consider that the programming service of WSYR-TV is under the direction of executive personnel with an average of 19 years broadcasting experience right here in Central New York, a top talent staff with an understanding of its job and its audience, and a firmly established tradition of being several laps ahead of the field- staying ahead comes kind of naturally. / WSYR-TV does work at it, however, steadily and conscientiously. The results speak for themselves. Delivers 50%* more homes than Station B * y*^* v* v* y* */* '/* '/* '/* '/* v * '/* */* '/* '/* '/* '/* */* '/* '/* */* */* '/* '/* '/* '/* '/* v* */ PULLING POWER-SELLING POWER OF WPEN DEMONSTRA TED IN AMAZING RESPONSE T0-- ' HAWAIIAN HOLIDAY' ►', Outsells all other stations ... and in less time, too . . . A A A A A A AAAAAAAAAAAAA/^ * A A /\ /\ /\ If ever we had proof of our own strength, this Hawaiian Vacation promotion was it. In quantity, in quality. Here was action. Fast action. An $80,000 sale, outpulling, outselling every other radio station in town — and in less time. Customers are customers, whether they buy Hawaiian vacations or packaged goods. You'll find more of them and in a better buying mood on WPEN. IF YOU HA VE A PRODUCT TO SELL YOU'LL BE INTERESTED IN THESE STA TISTICS OF THE HA \N All AN HOLIDAY 1,000 inquiries were received in the first 28 days. Within 45 days, the Travel Agency received 45 deposits ... a month later a Northwest jet took off with a pay load of 100 passengers . . . cost of the tour was $800 per person . . . average conversion of inquiry for a trip of this nature is 1%. The WPEN conversion was 10% . . . each guest spent $400 over and above the cost of the trip on luxuries and extra services, more than any other group ever handled by the Travel Agency. ^^^^^^^>^^^^>>^^^-^^^^^>^>>«>«^ WPEN Jf's obvious ... if you're thinking of selling Philadelphia, start where the selling is easy ... on PHILADELPHIA Represented nationally by AM Radio Sales Company SPONSOR 22 October IWl QUALITY WAPI-TV BIRMINGHAM . . . The Birmingham News NBC WBEN-TV . . . BUFFALO . . . The Buffalo Evening News CBS WJ RT FLINT . . . Goodwill Stations, Inc ABC WFM Y-TV GRFENSBORO . . . Greensboro News Company CBS WTPA HARRISBURC . . . Harrisburg Patriot ABC WTIC-TV HARTFORD . . . Travelers Broadcasting Service Corf CBS WJ AC-TV JOHNSTOWN . . . The Johnstown Tribune-Democrat NBC WATE-TV KNOXVILLE . . . Wale, Inc NBC WH AS-T V LOUISVILLE . . . The Courier-Journal and Louisville Times CBS WC KT MIAMI . . . Biscayne Television Corp NBC WTMJ-TV MILWAUKEE . . . The Milwaukee Journal NBC WMTW-TV. . . MT. WASHINGTON . . . Mount Washington TV, Inc ABC KETV OMAHA . . . World-Herald Corporation ABC KOIN-TV PORTLAND, OREGON . . . Mount Hood Radio 6- Television Corp CBS WRVA-TV. . . . RICHMOND . . . Richmond Television Corporation ABC KS LA-TV SHREVEPORT . . . The Shreveport Journal CBS WSYR-TV SYRACUSE . . . Syiacuse Herald Journal— Tost Standard NBC SERVICE HARRINGTON, RIGHTER e> PARSONS, INC. SPONSOR/22 October 1962 'SPONSOR 22 OCTOBER 1962 Vol. 16 No. 43 SPONSOR-WEEK / News P. 11 Top of the News p. 11, 12 / Agencies p. 62 / Advertisers p. 62 / Associations p. 65 / Tv Stations p. 65 / Radio Stations p. 67 / Net- works p. 69 / Representatives p. 69 / Film p. 69 / Public Service p. 71 / Equipment p. 71 SPONSOR-SCOPE / Behind the nexus P. 19 COMMERCIAL COMMENTARY / Insecure adman p. 24 KEY STORIES TV'S BRIGHT NEW 'YOUTH KICK' Heavy concentration on the young adult market. Ford Motors leading the way with Lively Ones and American Motors with Young American. p_ 27 GEORGE STORER: PIONEER EXTRAORDINARY How George B. Storer, Pulse's "Man oi the Year," gave up oil and set aside steel to become one oi the country's most influential broadcasters. p_ 30 WHAT THE PUBLIC PAYS FOR ADVERTISING The man in the street pays lor advertising in the end, savs one agency man. who computes what the bill is per year and per hour ol tv viewing. p_ 32 CLIENT PLAQUE SURPRISES AGENCY / NAIA (National Assoc iation of Insurance Agents) honors Doremus & Co. for its "outstanding serv- ices" on behalf of its 34,000 agent-members in I()(i2. p_ 33 A BRECK SWITCH: TV SURPASSES PRINT / For the first time, well known print advertiser John H. Buck. Inc. spends biggest share ol budget in tv, Drops specials for weekly. p_ 34 AUTOS: WHY SPOT RADIO CAN HELP With 1963 lines showing main new models, increasing competitive pressure is being felt. Adam P. 37 Young recommends spot radio campaign. SPOT SCOPE / Developments in tv/ radio spot P. 73 TIMEBUYER'S CORNER / Inside the agencies P. 42 WASHINGTON WEEK / FCC, FTC and Congress P. 55 SPONSOR HEARS / Trade trends and talk P. 56 DEPARTMENTS 555 Fifth p. 6 / 4-Week Calendar p. 6 / Radio/Tv Newsmakers p. 66 Seller's Viewpoint p. 72 SPONSOR PUBLICATIONS INC. Combined with TV ®. U. S. Radio ®. U.S. EM CLASS "A" 6:30- 7:30 PM Oally 10:30-11.-00 PM Oally Minute* $250 $200 $175 20 Second* 200 180 160 10 Second* no 99 88 77 CLASS "B" 5:00- 6:30 PM Oally 11:00-11:30 PM Dally Mlnulas/20 Seconds J120 11 US 10 Seconds 68 60 CLASS -i Sif n on VOX) PM Oally 11:10 PM -Sign-eft Oally Mlnutet/20 Second* - » SO 1 40 1 35 10 Second* IS 10 HtAND RAPIDS-KALAMAZOO-MUSKEGON 28*1*. J»"T^ U.S. •roe pm • i JO Ml f O/OO M* Voice 01 Flrattaaa Taa Biflemm Stontj Burte Ben Casay Hawaii** Eya Untt«chJbUi Clew Ui / Sid Cms* fiat* My Way Our Mm Hiul" Nakta- City leawlt ToBeattr My Thret Sans McHala's Mea Alcaa fraaitra Fllatstaaas Oickeai Faaitar 77 Sua $*t Stria TU Mr Said Cmi T« WaUiaftaa Ijwrtaca Walk Fi|»i Of Tm Wa«k Bo.lm, Of Hollywood 1 WESTERN MICHIGAN'S AFFILIATE YOUR PGW COLONEL IS NOW SELLING CHOICE REPRESENTED NATIONALLY BY ETERS,©RIFFlN,®OODWARD, .nc Station Representatives Since 1932 Pioneer Film does the unusual! vt*- si ^. BONG-G-G-G-G . . . goes the gong ! Barely have the echoes died . . . before the proposition (happy shaving !) has been sharply high- lighted by ANIMATION (a flitting bird who knows his way about) and PHOTOGRAPHY. Each was done separately, then combined with utmost accuracy to show razor, shaver and bird to best sell- ing advantage— all on Eastman film, with prints on Eastman print- stock. Two steps — negative and positive, both Eastman — both of vital importance to sponsor, network, local station and viewer. Moral: Plan carefully and ... go Eastman— all the way! For further information, get in touch with Motion Picture Film Department EASTMAN KODAK COMPANY, Rochester 4, N.Y. East Coast Division, 342 Madison Avenue, New York 1 7, N.Y. Midwest Division, 1 30 East Randolph Dr., Chicago 1 4, III. West Coast Division, 6706 Santa Monica Blvd., Hollywood 38, Calif. For fhe purchase of film, W. J. German, Inc. Agents for the sale and distribution of EASTMAN Professional Films for motion pictures and television, Fort Lee, N.J., Chicago, III., Hollywood, Calif. ADVERTISER: Gillette Safety Razor Company AGENCY: Maxon Inc. PRODUCER: MPO Videotronics; Warner Bros. Pictures, Inc., Cartoon Division 'SPONSOR-SCOPE Interpretation and commentary on most significant tv/ radio and marketing news of the week 22 OCTOBER 1962 / copyright i%2 The season's tv network wares have heen all unwrapped and you may be inter- ested to know what the Madison Avenue speculation is regarding the sponsorship picture and the sales situation come the first 1963 quarter. That conjecture forks off into these premises and expectations: • The current season is studded with more nighttime misfires than ever before. • The armed service entries, should their ratings hold up, will prove that some- body at ABC TV guessed right in his premise that World War II was far enough behind to make its reenactment digestible and replace the medical show as No. 1 among next season's carbon copies. • In view of the substantial quotient of misfires and the fact that at ABC TV and NBC TV a large number of sales have been on a 13-week basis these two networks will lock horns in a stiff battle for first quarter business, with prices possibly tak- ing a fierce beating in the process. • Quite a number of fourth-quarter network advertisers may be disposed to allocate portions of this money to spot tv for the purpose of shoring weaker, or problem, markets or fattening up their purses in markets where they deem having the best potential. The unorthodox spectacle of two agencies asking for availabilities for the same products reached the payoff stage last week. The agencies were Lynn Baker and Reach, McClinton. The products: Isodine, Iso- dette and probably Thorexin, which constitute the drug division of International Latex. The agency that won out when it came to placing the order for the latest campaign was Lynn Baker. Schedules run from 5 November-8 December and cover five nights a week. It's hard to imagine a step of such drastic implications, but there is a possi- bility of P&G lopping off Buffalo from its various network station lineups. One of the P&G agencies has strongly recommended this action as a sort of reprisal for the networks raising the Buffalo rate by 20-25%. An appendix to the proposal: a substantial proportion of the cutout money be ap- plied to Sunday supplements. Those in the trade aware of P&G's bitter reaction to the proportion of the rate hike and feeling of what it might lead to in other markets are inclined to the opin- ion that nothing of sweeping moment will happen. They just can't believe that P&G will sacrifice in so important a market as Buffalo the sort of advertising weight its products have become accustomed to via tv. To put it bluntly, it would be an arrant case of cutting off the nose to spite one's face. Helene Curtis hopes to get its new cold remedy (a capsule) out of the test stages shortly and get it into national distribution. The media outlook is spot tv saturation, with McCann-Erickson Chicago buying. SPONSOR-SCOPE asked the media director of a top spot tv agency what he deemed a good cost-per-thousand nowadays and his answer was quite illuminating. Here's his buying approach, with the key, of course, length of involvement: NIGHT: You go in cold at $3; look, after sweetening and improvement, for a $2.50 level by the end of three months; after a year you expect it to be $2. DAY: You start off at $1.75 and keep refining your franchise in the hope of getting the CPM down below $1.50. |SMNS0R/22 October 1962 1° "SPONSOR-SCOPE Continued Reps last week got assurance from Y&R that the application of the electronic computer to media selection will not reduce the importance of their function as bridge between stations and agencies. These words of reconfidence came during the demonstration of how Y&R plans to use its new computer to make planning and buying more efficient. The reps present were told that as a result of the computer the buyers would be relieved of much paperwork and thereby free for giving reps more attention. Also this: the computer wiU be conducive to the rep applying more imagina- tion to his selling function. Consensus comment of the departing reps : we'll wait to see what the computer will want of us. Cracked one rep salesman: with the computer our degree of contact with Y&R buyers can't be any less than it is right now. BBDO has cancelled out as a subscriber of Hooper after years of association and become a buyer of Pulse's radio service. The agency's basic reason for the change: it can get more qualitative data from Pulse with which to service its linear programing computer. Obviously affected in no small way are the stations that subscribe to Hooper. The switch, which takes place after the three-months notice, deeply surprised radio reps. Equitable Life (FC&B) must have found out that spot radio can do quite a job in selling insurance. While right in the midst of a schedule in the running the insurance company has allotted an additional large chunk of money to the campaign. The original plan called for two-eight week flights in over 125 markets with the use of multiple stations in each market and the strategy calling for the switching of stations in a market from one flight to the other. The second flight's under way. Saturation's now upped to as many as 10 spots a week. Certain reps express themselves as dismayed by the possible failure of stations in newly filled three-station tv markets to hold the rate line. It's already happened in one case. The latest station adopted pretty much the same rates as the other stations but one of the older operations has broken the established pat- tern by offering bonus spots. Such tactics, warn these reps, can only serve to depreciate the market. What's im- plied here is that if an advertiser can buy it at cutrate he's not inclined to put the differ- ence in the same market. There are plenty of spots in high or upper rating network tv nighttime shows available for November and December occupancy. Colgate isn't the only one looking for relief. Colgate's is a case of overextension and a bid to flesh up the yearend profits, but the batch of others would like to save some money during the pre-Christmas spell when sales for them traditionally take on a diminishing trend. Incidentally, it's now virtually up to Colgate's control agency, Bates, to find buyers for the cutbacks in nighttime participation that Colgate seeks for the balance of the year. The networks have advised Colgate that if they come on any prospects for such participations it will be with the understanding that these buyers may have them permanently. This attitude, obviously didn't settle well with Colgate. What the networks are bent on is discouraging this sort of subleasing. 20 SPONSOR/22 October 1962 'SPONSOR-SCOPE Continued Look for P&G to unleash in early 1963 through its agency program commit- tee a series of tactical maneuvers against CBS TV with this ultimate objective: to get a much better shake out of the network on nighttime availability. What gives P&G a most potent gambit in any chess game of this sort is the fact that it controls by virtue of licenseship the rating crux of CBS TV's daytime program structure, namely, Guiding Light, Search for Tomorrow, As the World Turns and Edge of Night. P&G appears bent on strengthening its accumulative nighttime audience substantially for the 1963-64 season and, if it must use these soaps as bait to achieve this goal, the committee will do it. However, here's something that P&G may be expected to do immediately: shift more of its budget over to spot tv, which is now running at the rate of $55 million. ABC TV daytime sales tells inquirers about the $200 per minute raise it's just put into effect that the network itself hardly nets anything from the hike. Its explanation: virtually all of the $200 is soaked up by the emergence of prime affili- ates in Rochester, Syracuse, Grand Rapids and other markets. Looks like agencies and advertisers in daytime network tv won't be able to form a picture of their audience position until the end of the fourth quarter. Myriad factors have complicated and fuzzied up measurements this fall. Cases in point include Dodger-Giant playoffs, the orbit shoot, the world series and the re* alignment of schedules on virtually all the networks. The reshuffle has affected most of the across-the-board appraisals. In bight of this situation some advertisers who have renewal options coming up in late October and early November are hoping that the netwotrks will be lenient about enforcing them. NBC TV may have a problem in retaining certain advertisers in the 4-4:30 strip when it replaces Here's Hollywood with Match Game the first of the year. The cause will be basically the hike in the package price, from $10,800 to $15,000 per quarter-hour. The recalcitrants seem to take the stance that Here's Hollywood offered an effici- ency that the higher-priced Match Game will take some time to match. NBC TV's reason for dropping Here's Hollywood: too many production headaches. Network tv sellers of broad interest news/actuality programing have an advan- tage point in the fact that the percentage of watching in the lighter viewing homes as represented by the three lower quintiles keeps going up. That tendency has resulted in an over-all hike in this type of viewing, but the significant angle is this: the bulk of the higher educational groups are to be found in the third, fourth and fifth quintiles. Here's a comparative breakdown of quintile viewing to news and actuality programing compiled by Nielsen for NBC TV: YEAR ALL VIEWING 1ST QUIN. 2ND QUIN. 3RD QUIN. 4TH QUIN. 5TH QUIN. 1961 21.7 35.2 28.1 22.8 16.5 6.6 1962 22.4 32.6 27.7 23.5 19.3 8.8 The growing concern among the networks for the welfare of the radio station affiliates could, according to some trade viewers, have a longrange motive, and the base of that motive is uhf . The theory: when the switchover to a single tv channel takes place the vast majority of the applicants will be the owners of radio stations. SMUSM/22 October 1962 21 "SPONSOR-SCOPE Continued From the way the ratings have been running so far Lever will have quite an edge over P&G in the number of shows landing among the top 15 this season. It would give Lever four out of five: the Lucy Show, Red Skelton, The Defenders and Candid Camera. The fifth is The Loretta Young Show. P&G's crew: Car 54, Wagon Train, Ben Casey, I'm Dickens, He's Fenster, the Dick Van Dyke Show, Cheyenne, Gunsmoke. Eastman Kodak ( JWT) has come through with a lush budget for spot tv in its quest for the Christmas trade. Proof: the schedule, which runs from 25 November through 22 December, calls for eight prime 20's and six night fringe minutes Sunday through Saturday in the top 30-odd markets. (For more on spot activity see SPOT-SCOPE, page 73.) The all-purpose tribe among the detergents is beginning to suffer from a dwin- dling market, possibly due to the discovery by housewives that they don't fill their myr- iad purposes or that it's preferable to specialize in cleansers. The trend apparently doesn't faze P&G: it's testing another all-purpose liquid deter- gent called Thrill. Agencymen much respected by sellers of air media think that the industry fac- tion that threatens to take their piggyback commercials gripe to the FCC can only in the end court trouble for themselves. Their point of view: by tossing the problem of piggybacks into the laps of the commis- sion these broadcasters would be opening the door for the FCC to do a lot of extra regulating, like setting standards for percentage of commercial time, the number of back-to-back commercials and the actual time segments permissable. Here's an updating on the dentifrices in regard to shares of market. Crest is on top with a 30% share; Colgate is next with 22-23% and Gleem holds the No. 3 slot with 19-20%. Note that P&G is close to embracing 50% of all dentifrice sales. Colgate, like Crest, is on the flouride bandwagon, but appears stalled until it too can get an indorsement from the American Dental Association. The constant proliferation of products, type and flavors by the giant manu- facturers of convenience foods has, according to agency food marketers, made it virtually impossible for the small competitor to get into the supermarkets. With a product category limited as to the number of shelf faces a supermarket can afford to allocate, the three leading packagers of cake mix (P&G, General Mills and Pills- bury) put out among them, for instance, 30-odd flavors. You can expect a lot of new merchandising life to be infused into the frozen food industry when the latest packaging process is perfected. With that new process the product is frozen, then vacuum packed and all the con- sumer has to do is heat it up. It's already being used on soup. 22 SPONSOR/22 October 1962 I SPORTS REPORTS ARE ON ATLANTA'S W§B RADIO Results are important to sports- loving Georgians. And WSB Radio gives the sports reports first, fast and factually. The station's expert sports staff presents penetrating features for the fans. Not just football, but golf, baseball, basketball, and all other important sports events. Georgia's best hunting and fishing reports are on WSB, too. Score a touchdown . . . schedule WSB Radio. Represented by ATLANTA'S wsb radio Affiliated with The Atlanta Journal and Constitution. NBC affiliate. Associated with WSOC WS0C-7V, Charlotte; WHIO. WHIO-TV, Dayton. SPONSOR 22 OCTOBER 1962 '_'.: Paul Hayes Tampa Bay's official wake-up man. Put this familiar, believable voice to work for ^pur advertising on "Sun-Up" each morning from 6:00 to 9:00. Paul Hayes is one. more of the many reasons why more advertisers are investing more dollars on WSUN Radio than anytime in our 35 year history. WSUN is heard in more counties than any other station on Florida's West Coast. (NCS-'61) FLORIDA'S CLEAR SIGNAL 5KW 620 KC STATION radio 62 Broadcasting 24 hours daily! TAMPA-ST. PETERSBURG Natl. Rep: VENARD, TORBET & McCONNELL S, E. Rep: JAMES S. AYERS I "COMMERCIAL COMMENTARY by John E. McMillin How now, little adman? I thought Time magazine leaned over back- wards to be kind, gentle and sympathetic to the ad agency business in its extensive cover story, "The Mammoth Mirror," last week. Considering the well-known abilities of Mr. Luce's inky wretches to snicker, sneer, and slash at almost any aspect of American life (except themselves) , they were surprisingly mild in their treatment of Madison Ave. So much so, in fact, that I couldn't help wondering if C. D. Jackson or maybe even Henry himself had been bending over editorial typewriters. The piece had a genial but unmistakably cautious, "we know where our bread is buttered" touch. But Time did stick at least one slender harpoon into the soft underbelly of the agency carcass which I thought well-deserved. Commenting on the "three bogeymen of Madison Ave.," Schlesing- er, Galbraith and Toynbee, Time said that admen, in their outrage at attacks by these three, "conjure up a threat to their industry which does not exist." In Time's opinion, the public views admen as "highly effective salesmen" who perform a pleasantly useful function, even though it is "unlikely that the citizenry will ever take the step some admen seem to yearn for, and pass a national vote of thanks to advertising for its part in enriching U.S. life." To which I, for one, must say both "touche" and "amen." I think it is high time for us in the business to sit back and get a little orderly perspective on all the worrying and futzing around we've been doing about 'advertising's image.' I'm afraid the plain, gritty truth is that 90% of our concern over what "opinion-makers" or "thought-leaders" think of us arises out of our own, deep-dyed, long-term industry inferiority complex, and not out of any clear and present danger. In fact, I'd like to suggest to John Crichton of the 4As and Pete Allport of the ANA that a direct, frontal attack on our group inferi- ority complex would do more for the business than any Hill & Knowlton survey, or any film for PTA meetings. What do we think of ourselves? In the quiet of his lonely room, in the silent midnight of his tortured, though immortal, soul, what does the average adman think of himself, his work, his life, his fulfillment? Well, in my experience, the average adman over 40 has a hard time not sticking his tongue out at himself when he looks in the mirror. He is — forgive me, ive are about as philosophically insecure as any group in American society, and I suspect that few of us have ever leally faced the causes of our insecurity. Bill Benton once told me, after he left B&B, that "advertising is a young man's game," and both he and Chet Bowles have gone to some pains to sneer publicly at the occupation of their misspent, though highly lucrative, youth. [Please turn to page 46) 24 SPONSOR/22 October 1962 In Detroit... Equally at home "on-the-scene" or "on-the-air", versatile Don Perrie frequently reports to WWJ listeners right from the scene of news events. Weekday evenings, he hosts WWJ's popular "Phone-Opinion" program . . . where Detroiters express their views on timely and often controversial subjects. Perrie is another key figure in the great WWJ News operation— the only local service that includes: • 13-Man Broadcast News Staff — Michigan's Largest • Newsgathering Resources of The Detroit News • NBC Correspondents in 75 Countries WWJ mews I WWJ -TV '' STATIONS Owned and Operated by The Detroit News SPONSOR 22 October 1962 National Representatives: Peters, Griffin, Woodward, Inc. 25 The Charlotte MARKET is Tops in the Southeast with 595.600 TV Homes* Two-hundred thousand peanuts is a fair size city patch, but it's still pea- nuts compared to the TV Homes in the elephantine Charlotte Television Market. Don't forget! WBTV Delivers 43.4% more TV Homes than Charlotte Station "B"!** Television Magazine-1962 **NCS '61-Nightly Represented Nationally by Television Advertising Tv^R J Representatives, Inc. 26 SPONSOR/22 October 1962 | I 'SPONSOR 22 OCTOBER 1962 Tv's bright new 'youth kick' Many companies stress young adult market Ford Motors leading way with "Lively Ones" American Motors is pushing "Young American" Pepsi commercial aimed at 19 to 25 group Advertisers of both impulse and high ticket items, more than ever, are concentrating on the val- uable youth market. They appear to be directing their persuasive ammunition toward the 18-28 year- old market; at the same time, they are not overlooking the massive army of teenagers who watch tv daily. Advertisers are rapidly learning that these two groups are helping make retail history. Sponsors are learning that brand loyalty must be established in the formative years or much is lost when the con- sumer reaches adult life. Among the advertisers concen- trating on these groups are, of course, the soft drink makers and the razor builders. But in recent times Ford Motors and other car makers have embarked on singular- ly effective marketing campaigns designed to capture the youth mar- ket. And television appears to be a superb vehicle for this "youth kick." Bright, clean market. Moreover, sponsors are learning that the youth market is a bright, clean market. Bishop Fulton Sheen once dubbed teenagers "the television generation" and it is this genera- tion that many advertisers are woo- ing. Even a statistical introduc- tion to them can be surprising, Guy Cunningham, director of new busi- ness and automotive advertising. TvB, pointed out last week. The percentage of teenagers (88%) viewing tv in a single day is high- er than that ol men (69%) or women (78",,) . Cunningham ob- served that too often audience com- positions hide this factor. Nor are teenagers mediocre stu- dents. Their intellectual accom- plishments are main. "They're bet- ter educated," Cunningham said proudly. "With Admiral Rickover and Dr. James Conant whipping professional educators and taxpay- ers into action — the techniques «>l teaching today are improving rap- idly." Cunningham also cited the Uw§ It op with this liwl> Oik; fnni fonf62: tho New Qalaxle 50Q M ! Ford's sales message is rubbing off on youth Ford is directing portions ol its Lively Outs campaign on college radio stations and in college newspapers (above). Highspot was lord's Lively Ones on t\ last summer SPONSOR/22 October 1962 27 Pepsi's commercials designed for the 19 to 25 age group Soft drink's tv commercials are distinguished by the appearance of lovely, youthful people. Here John Soughan, v. p. and director of marketing services (right) for the Pepsi-Cola Company appears on WNDT, New York, to describe the campaign good influence of tv on students and teachers: "The tv teen audi- ence is more accustomed to audio- visual influences than their parents . . . their grasp of social trends and current world affairs, their knowl- edge of mathematics and economics is above the average adult level." What is this youth market and what are teenagers? Above all, they are individual personalities, Cunningham insisted. Some are 12 year olds. Some are in the armed services or colleges. About half are boys; half are girls. Many already are fathers and mothers. Some are eggheads; some are hipped on athletics. Cunningham noted that rating services prove that their tv tastes are as diversified as their parents. Important to sponsors. Are teen- agers important to sponsors? "Only if they want to stay in business," Cunningham observed. "They're moving into jobs, forming families, and entering consumer markets at a rate of 4 million a year. By 1965, thanks to the post war baby boom, half of all the people in the United States will be under 25. In their hands will be the future welfare of all business." Perhaps more than any other network, ABC TV has been selling itself among advertisers as the video vehicle to reach "the young adult audience." Julius Barnathan, v. p. and general manager of ABC Television told sponsor that "we recognized eight years ago that these are the people who view tv more, who buy more and to whom fresh ideas are more appealing." Barnathan said it was natural that this audience "has become an in- dustry-wide target, for tv reaches more of these people than any other medium." Youth influence in Detroit. That the youth influence is particularly significant in Detroit no one will deny, least of all the creative peo- ple working on the Ford account at J. Walter Thompson. Robert E. (Buck) Buchanan, v. p. and radio/ tv group head at JWT, and Barry Frank, assistant group head, re- marked that the post war babies were growing up and buying auto- mobiles. "The first car you own is the brand of car you are liable to stay with the rest of your life," Buchanan observed. Both print and broadcast media are used to interest the younger generation and "the young at heart" in Ford cars. One of the most exciting developments for the 28 SPONSOR/22 October 1962 '62-'63 tv season was Ford's invest- ment of over $8 million in tv sports programs with an eye to ap- pealing to the male and youth seg- ments of the television audience. A sports atmosphere, it was felt by both JWT and Ford executives, was first-rate for selling the new Ford cars. However, one of the most effec- tive non-sports campaigns, accord- ing to knowledgeable observers in the industry, was Ford's delightful color tv excursion this past sum- mer with The Lively Ones, an off-beat musical program with Vic Danione as host and Joan Staley as Tiger and Shirley Yelm as Charlie, the perennial "dates" of Damone. The word lixjely was and is the key word in Ford's promotions: "Ford dealers are the liveliest sports in town," "American's liveliest, most care-free wagons," "See your Ford dealer's lively wagon line," and "The '62 y2 models are the liveli- est." The word appears to be sweeping the land and, in particu- lar, catching on with the younger set. The concept of the video ver- sion of The Lively Ones came out of the agency. The video version of The Lively Ones, a summer replacement for Hazel, received high praise from critics, and glowing fan mail, "ft did reach the kind of people we wanted to reach," Buchanan ob- served. "We're sure there was some rub-off of the commercial mes- sage." Grade school and college. With an eye to the younger folks, Ford also purchased alternate-week spon- sorship of Ensign O'Toole, which depicts the adventures of a bright young naval officer and his ship- mates on a destroyer in the Pacific. Ford is also aiming both print and broadcast copy at the college group and staging a successful "Punt, Pass 'n' Kick" competition among grade school youngsters, age seven through 1 1 . Ford is also advertising in some 166 college newspapers. The ads link college queens with new Ford cars. Some 60 college radio stations used from 20 to 30 one-minute spots weekly to point up the assets of Ford cars. (Please turn to page 48) CEYEK • MOREV ■ M A DDEX & BALLARD-I \ C Advertising 59 J Madiion 4rtnmt • Nt» lort 2i. A.I. • PLaz* 1-3300 client AMERICAN MOTORS CORPORATION RAMBLER DIVISION "STALLION" ONE-MINUTE FILM VIDEO AUDIO HORSE REARS, MUSIC: CU CAMERA MCU MAN WITH CAMERA MAS WALKS TO CAR. ANNOUNCES: Here today — the young Americar OETS IN CAR. Rambler American for 1963. HORSE ACTION MUSIC: INTERIOR A young American — with reclining bucket seats. New storage console. HORSE ACTION. MUSIC INTERIOR i STICK SHIFT. New Twin-Stick floor shift with instant overtake. CHASE SEQUENCE. MUSIC: OVER HOOD. The economy king has brand-new zing. CU REAR OF CAR. This is the 440-H. ROOF LINE. Hew Rambler American hardtop. HEAD OF HORSE. New power — HEAD ON HORSE AND CAR. a hundred-and-thirty-eight horses with America's top economy Six. TURHINO. And the shortest turning. HORSE ACTION. MUSIC: COMPLETE TURNING. And the easiest handling. (CONTI TOED) Seeking more sales in the youthful segment Youth market is sought with commercials such as these. (Top) Minute film for "young American Rambler American" shows stallion jumping over car. (Below) Excerpt from commercial prepared by Geyer, Morey, Ballard, advertising agency SPONSOR/22 October 1962 29 Storer: Pioneer extraordinary ► Profile of Pulse's "Man of the Year" ► George Storer a broadcaster, steel man, rancher ► Gave strong impetus to growth of radio/tv Last week a well-known broad- caster, who has long shunned the spotlight and even turned down numerous awards, finally broke with his own tradition to be- come The Pulse, Inc.'s, 21st "Man of the Year." The tradition itsell was a long one, tor George Butler Storer. 63, chairman ol Storer Broadcasting Co., has been in the business of broadcasting for 35 years. As Dr. Sydney Roslow, Pulse president, explained in presenting a silver tray to Storer, "he was cho- sen because of the great sense of responsibility with which he and his organization have served the public and public causes; and for the varied interests of government, industry, labor, and the investing public." Accomplishments. Although modest) may be a virtue, works George B. Storer accepts industry tribute from Pulse Sterling silver tray passes from Dr. Sydney Roslow, Pulse (1), to George B. Storer, chairman, Storer Broadcasting, and 1961 recipient of "Man of the Year" award must be considered more so. And of works Storer is mightily en- dowed. Here are a few of his most important: • He pioneered in establishing a full group headquarters staff ca- pable of giving leadership to his far-flung stations. He also set a pattern of strong local manage- ment with plenty of latitude. • Storer was the first and only independent broadcaster ever to launch three major television sta- tions within eight months, an act then (1948-49) considered daring in most industry circles, foolhardy in some. • In 1936, he began a year-and- a-half of operating WMCA, New York, under a lease arrangement, and trying to develop an East coast radio network called American Broadcasting System. The projects were later abandoned because of his desire to own and operate his own complement of stations. His present-day group of five tv and seven radio stations is variously valued from $75 million to $100 million. • Eager for expansion, yet al- ready within the FCC limit of the number of broadcasting stations, Storer in 1961 started two new arms of his company in an effort at diversification: Storer Television Sales, Inc., (representation) and Storer Programs, Inc. (sales and syndication) . • Long a believer that the only true growth potential in broadcast- ing lay in acquiring larger market stations, Storer in 1962 purchased WMGM (now WHN) , New York, for the then record-breaking price of $10,950,000 for a radio station. • Chairman of the National Assn. of Broadcasters' committee to select the first head of NAB's tele- vision department, Storer was also instrumental in developing the Tv Code. Personal style. What kind of a man is George B. Storer? Like others who have met successf in 30 SPONSOR/22 October 1962 business, he is a curious combina- tion of a man careful with a buck and a man of exceptional generos- ity. His anonymous assists to others are known only to a lew intimates. His tastes in decor are reflected in the staieh colonial architecture of his broadcast properties. A lover of colonial and nautical themes, he indulges with great taste in Early American furnishings. He is a rancher, sportsman, codec tor, and philanthropist. An indication of his business character is reflected in the way he entered the broadcast business. In 1928, one year alter he founded with his brother-in-law, the late y. Harold Ryan, the Fort Industry Oil Co. in Toledo, Slorer was wrestling with the problem of how to foster the young firm's growth. The company was operating six service stations in Toledo and sev- en in Cleveland, all selling Speed- ene, trade name of the gasoline. First station. Storer learned that in the highly competitive oil busi- ness many avenues of advertising and promotion were closed to new- comers. His negotiations to buy some advertising on 50-watt WTAL, Toledo, ended rather dra- matically. He bought the station, changed the call to WSPD (for Speedene) , upped the power to 250 watts, and affiliated it with CBS, the network's eighth member. George Storer was born into the steel business in Toledo on Novem- ber 10, 1899. His family owned the Standard Steel Tube Co. in Toledo, a firm for which young Storer groomed himself with an en- gineering course at Cornell Uni- versity. He left the campus tem- porarily to work in the firm. Millions in steel. He had spent many summers with the company, was now head of purchasing and worked closely with his father on other matters. When his father be- came ill, George stepped into an active management role, lor his father's partner, Clarence Wade, had died a few months before. Storer's father died soon after, in December 1920. No longer a Cor- nell student, he was suddenly presi- dent of Standard Steel Tube Co. (PI case turn to page 52) From father to son, a legacy of public service Chairman and president, a hard-working duo George Storer (1), chairman and chief executive officer ol Storer Broadcasting, turned the presidential reins to George Storer. |r. (r), eldest son. in mid-1961 Storer headquarters staff in Miami George B. Storer chairman I George B. Storer, Jr. president Terry H. Lee v.p. planning & development Stanton P. Kettler Robert Akin John McCoy executive v.p. dir. finance v.p., sec. Bill Michaels v.p., tv Ewald Kockritz v.p., bdest. standards Lionel F. Baxter v.p., radio John J. Kelly dir., adv. & promo. Linton Wells dir., Washington News Bureau William E. Rine v.p., administration Glenn Boundy v.p.. engineering Storer's longtime (redo litis bem "find people to manage, let them manage." In addition to the men aboi'e, the 12 stations have own heads, some v.pJ. Son Peter Storer is president of Storer Television Sales, anil is autonomous SPONSOR/22 October 1962 31 What the public pays for advertising Agency man computes cost of ads to customers Says price in 1961 was $65.40 per person Puts per family cost for tv at 2c an hour By Fred W. Hinickle v.p., Madison Adv. Agency It has been once estimated and often repeated that the average American is exposed to no fewer than 1,200 advertising messages in a single day. While it is impossible to measure the number precisely, there is no doubt that advertise- ments are very much with us, the number and frequency increasing steadily every year. For the purpose of this examina- tion let's leave economic theory to the classroom and moral considera- tions to the syndicated critic. What does advertising cost the consumer, and what does he get for the money? An authoritative year-end esti- mate of all advertising expendi- tures, quoted in sponsor,, was $12 billion in 1961 — a figure one might expect to encounter only in govern- ment circles. It is more than twice the amount spent on food and clothing in the entire metropoli- tan New York City area in 1961. 6 cents a carton. But the orig- inal question was how much adver- tising costs consumers. So the in- Advertising a bargain at $65 a year Vice president of Madison Advertising Agency, Madison, Wis., the author believes advertising gives more than it gets, allows wide diffusion of news, entertainment digestible $12 billion has to be made bite-size by dividing by the total population. The results — and there's a piece of it in every dollar you spend — is $65.40 per year. Did you buy a new car last year? If you did, then between $18.97 and $161.70 of the price you paid went into advertising. The smaller fig- ure was for a Ford, the taller one for a General Motors Tempest. The average for all cars was $31.70. That amount covered only na- tional expenditures in magazines, newspapers, network radio and tv, and farm publications. Your local dealer added to it. About 1 cent of every dollar you spend on gas and oil to keep your car running pays for advertising. Do you smoke? An average of 6.2 cents of the cost of every 10-pack carton is attributable to advertis- ing, according to industry reports. 19 cents a case. You've heard that the wrapper on a loaf of bread costs more money than the wheat used in its manufacture. A Depart- ment of Agriculture booklet, dis- cussing "The Farmer's Share of the Consumer's Food Dollar," says that of every dollar spent on bakery and cereal products, the farmer receives 22 cents while the "marketing sys- tem" receives 78 cents. Of this 78 cents, about 3 cents goes into ad- vertising. For a refreshing pause in this statistical study, consider beer. One of the leading American producers last year spent in the neighborhood of $15 million in suds promotion. Applied to his sales, this amounts to about 19 cents per case of 24 12- ounce bottles. (That's $2.60 per barrel. The Wall Street Journal of 9 January 1962 said that that raw materials take about $2.50 per barrel, while federal and state taxes average $11.- 73 per barrel, or 85 cents per case.) In summary, and it has averaged this amount for the past five years, advertising expenditures are equal to 2.3% of our gross national prod- uct, the total of our output of goods 32 SPONSOR/22 October 1962 and .services on all levels. Notable among those who main- tain that advertising claims too high a portion of our spending is historian Arnold Toynbee. Less notable, but more numerous, are the millions who watch, listen, and read through ads and commercials, anxious to return to a favorite pro- gram or gripping news story. Return for the money. This brings us to the question of what the consumer gets for his money. Having cast out all consideration of the cultural benefit of the ads themselves, having stripped them of all economic function, and without making sentimental allusion to the fine wives and children of all the advertising men who rely on adver- tising for a livelihood, what does the consumer get for his money? About $26.90 of the annual total of $65.40 goes to the "print me- dia." Another $25.60 goes for out- door, direct mail, and specialty ad- vertising. The remainder, SI 2.90, goes to support an old timer now in its second childhood, radio, and the most raucous, squalling youngster the world has ever seen, television. This most richly endowed of all possible "wastelands" has ascended with a speed to match the space age. In 1945 there were 20.000 peo- ple for every tv set in the country. Today there are scarcely three peo- ple per set. America's 45.5 million television homes spend 6.08 hours per day viewing tv, according to a Februarv 1961 estimate by A. C. Nielsen Co. The per family cost? Less than 2 cents per hour! Admission: 2 cents. On 31 De- cember 1961 the televised National Football League championship game was viewed by 38 million fans, according to network esti- mates. Four sponsors paid $850,000 for the commercials carried within the program. The cost then to each tv fan was 2.2 cents. In addition to the game, the fans at home saw over 40,000 fans shiv- ering in the confines of City Sta- dium in Green Bay, Wis. These "lucky" spectators saw the same ac- tion and the same outcome, but paid $10 a head for the privilege. (Please tinii to page 59) 1 Client plaque surprises agency Doremus execs honored by NAIA Admiring the plaque presented to Doremus R: Co. by National Association ol In- surance Agents for 1962 efforts are agency's (1 to r) vice chairman George V Erick- son, executive vice president Frank E. Schaffer, and chairman William H. Long, (r. ► Insurance group honors work of Doremus & Co. ► NAIA spent $1.2 million on 1962 advertising Last week in New York it was a case of "man bites dog" when the NAIA rewarded its agency, Dore- mus & Co.. for the "outstanding services" the client enjoyed in 1962. The National Assn. of Insurance Agents, a group of 3 1,000, has a five-year old advertising fund which is said to be unique. It is a con- tinuing national campaign sup- ported solely by voluntary contribu- tions from individual members. Its budget in 1962 was $1,152,000. Last year Doremus men visited 33 states to present the NAIA cam- paign to its many members, and told the story via sound film to members it was not able to!visit in person. Agents are encouraged to tie in locally with the national campaign. The NAIA kit for 1963 contains material for air. print, and other media, and is one of the most com- prehensive kits of its kind. The NAIA's Big "I" seal is used by about 73% of its members, who spend $26 million locally in addi- tion to the national advertising < ampaign. Although the total local advertis- ing budgets of the independent companies dwarf the national NAIA budget, there is evidence from individual case rr'stories that independent agents find the na- tional campaign of direct benefit and assistance. Since the NAIA campaign is sup- ported b\ voluntary contributions, the interest ol local members is clearly reflected in this fact: for each of the five years since its in- ception member agents have con- tributed over $1 million annually to the program. ^ SPONSOR/22 October 1962 83 Traditional Breck image of print fame is transferred to tv Breck television commercial in the making shows Breck heads of print fame are used similarly on tv to preserve image. Lighting, models, and tone of copy give commercials the same traditional Breck feeling as pastel portraits in magazines A Breck switch: tv surpasses print ► Breck spends 60 % of budget on tv ► Leaves specials for weekly show ► "Square" or not, image sells products The constant image of John H. Breck, Inc., nurtured by print, is now growing up fast on tv. Long noted for its pastel colors in slick consumer magazines, the Breck company has been using the same image on television since 1958 — and with great success. This year the budget, for the first time, favors tv. Breck is spending $3.2 million on a new weekly series, Going My Way, which premiered on ABC TV early this month. This is twice as much as Breck has spent on all tv ventures combined in any previous year, and equal to the amount spent on both tv and print combined in any previous year in which it used tv. Breck's 50-week buy on the se- ries marks a changeover from Breck specials to a regular show. Among previous specials the company sponsored were "The Power and the Glory," "The Fourposter," "The Picture of Dorian Gray," and "Saturday's Children." Agency executives explain "it wasn't because specials were not good for us — they were. They gave us strong sponsor identity, and we were by no means dissatisfied with them. The problem Breck faced was that it had so many prepara- tions to advertise that a half-dozen specials a year were not enough. By advertising regularly, each product gets more frequent exposure and continuity. Now there will be a more general audience — more of a cross-section of the country." Client to agency. Other changes, along with budget allocation and program selection, have taken place. An important one was the surprise announcement that Breck's advertising manager, John Hughes, would be hopping the agency-client fence to become a vice president and general manager for Reach, McClinton & Humphrey (Spring- field, Mass., branch of Reach Mc- Clinton and Co.) , one of Breck's agencies. Reach, McClinton and Co. and N. W. Ayer & Son share the account. Ken Hawthorne, formerly a gen- eral product manager of U. S. Rub- ber, will take over the Breck ad- vertising responsibilities under the new title of marketing director. He will be in charge of advertising, re- 34 SPONSOR/22 October 1962 search and promotion. In the game of musical chairs Hughes' former chief assistant at Breck, Doug Shaylor, will become advertising services manager. Indications are Breck is also looking for a top ad man to co- ordinate advertising and publicity activities of product managers, cor- porate departments, and ad agen- cies. Largest tv buy. doing My Way represents the largest broadcast buy Breck has ever made. Only three shows have been given, but Hughes says, "We are encouraged by signs, but we don't know yet how good a buy we made. Things could go either way." Against the 1962 $3.2 million tv package for Going My Way alone, Breck has spent SI, 182,380 in tv and $1,455,848 in print for 1959; 51,322,555 in tv and $1,796,401 in print for 1960; SI, 307,065 in tv and $1,999,222 in print for 1961 (Publisher's Information Bureau figures) . The series, based on the 194-1 movie starring Bing Crosby, tea- li R Hair styles change, but Breck heads don't Breck Roma head of 1937 (1), used in Way commercial (r). Roma head is still print ad, is similar to head for Going My used to introduce Breck-sponsored programs tines Gene Kelly who heretofore has been an infrequent tv perform- er. In the past Kelly's television work has been limited to an occa- sional guest appearance or roles in three hour-long specials. The program itself espouses no A change of view for Hughes, new v.p. John Hughes (r). who switched from Breck ad mgr. to v.p. of Breck ad agency this month, discusses tv activities with John Gill. Breck product advertising mgr. particular religious cause; its viewpoint is universal. The series is described as "human, believable, lively, and heartwarming in its blend of humor, drama, and charm." Breck people are hoping to attract families, with large shares of women. Breck executives point out four reasons why they believe the series will draw large numbers. 1. Tv audiences have a high de- gree of familiarity with, and en- thusiasm for, the original film, evi- denced by the results of a special TVQ study, and by the consistent- ly large audiences viewing the movie on tv, 2. Gene Kelly is a popular star. 3. The program will have the highest-rated lead-in in tv — Wagon Train, which switched to ABC TV this fall. During the 1961-62 sea- son the program averaged a 52% share of audience nationally. 4. The all-family appeal of the show is ideal for the day and the time slot (Wednesda\. 8:30 to 9:30 p.m.) , which boasts a greater number of available viewers and higher sets-in-use than most other time periods (almost 63 million available viewers) . Frequency and efficiency. Says Thomas H.Calhoun, vice president of radio/tv programing, N. W. \\er, agency which suggested pur- SP0NS0R/22 October 1962 35- chase of the program: "Going My Way represents quality tv program- ing. The concept of the program is in keeping with both the Breck image and reputation. And as an advertising carrier it offers an op- portunity for increased frequency combined with reasonable efficien- cy." Products on tv. The preparations advertised on Going My Way are the three Breck shampoos, Breck Hair Set Mist, Breck Banish, and Breck Creme Rinse. This Wednes- day, Breckset, a new preparation which fared well in test-marketing, will be seen. Breck's competition in sham- poos, Prell, Luster Creme, and Halo, advertise heavily on tv. (As of now, however, Breck ranks No. 1 in U. S. in shampoo sales.) Al- berto-Culver, a "monster" advertis- er on tv, provides great competition for Breck Hair Set. Tame, a Toni Gillette product is strong on tv, providing stern competition for Breck Creme Rinse. With such competition on television, Breck agency people feel the client "is forced to do the best job possible in that medium." Says Hughes: "We are interested in growing on tv ourselves. Tv has one big fea- ture: demonstration. This is espe- cially good for hair spray and sham- poo commercials we feature." Promotion. A key element in the Going My Way promotion (the only big tv buy this year, although small ones are being considered) to Breck sales representatives and company customers will be letters and contests built around the pro- gram's star, Gene Kelly. These will be supplemented by advance screenings of some programs for salesmen and distributors, pre-pro- gram information of the commer- cials to be shown, special litera- ture on Going My Way stars, and counter cards and poster advertise- ments on the program for use in retail stores. The Breck sales promotion de- partment has designed a special floor stand for retail stores. This has a tray for Breck preparations, and the back of the stand is a large reproduction of Gene Kelly. "Our sales representatives will carry a brochure on Going My Way," said sales promotion mana- ger John Fitzgerald, "and we will have an intensive and continuing direct mail campaign using fold- ers, brochures, and personal let- ters." For the general public, the pub- licity and promotion is a coordi- nated effort to provide program information to newspapers, con- sumer magazines, and trade publi- cations. The facilities of ABC, Breck, the services of a publicity firm on the West Coast and spe- cial consultants from N. W. Ayer will be used to keep the public in- formed. Newspapers in every city in the U. S. will be provided with photographs and interviews of pro- gram stars. Also on the planned publicity agenda are arrangements for syndicated columnists to have interviews with Gene Kelly and other program principals. Going My Way will be promoted by tv spot announcements in ad- vance of each program as well as newspaper announcements. The on-the-air spot announcements be- gan over ABC TV stations in Au- gust. Sponsor identity. When Breck commercials first came out on a regular basis, Starch Viewer Im- pression studies were done to eval- uate the commercials' overall ef- fectiveness. Measurable areas stud- ied included 1) recall of commer- cial, 2) brand awareness, 3) com- prehension of commercial content and, 4) viewer involvement with the commercial content, product, or company. A measure of buying activity was obtained in these studies, but the (Please turn to page 59) Kelly stars on series Gene Kelly plays Father O'Malley on Going My Way, co-sponsored by Breck Storyboard check for new Breck commercials William J. Slattery, a Breck product manager, and Richard Kebbon, account repre- sentative for Breck, N. W. Ayer agency, discuss a storyboard for Going My Way 36 SPONSOR/22 October 1962 Can the automakers put two years back-to-back? 8,000,000 7,000,000 6,000,000 ■■■ / \ 1 5,000,000 4,000,000 In contra not until ■i v iiiii *50 '51 '52 '53 '54 '55 '56 '57 st with many industries the car market has not been growing steadily. 1955 was the top year in the last decade; this year did auto sales again hover in the $7 million area. Automakers now hope for another good year, 1962-63 SPECIAL INDUSTRY REPORT NO. 3 AUTOS: Why spot radio can help? +■ Industry faces "great years" challenge ► 1963 lines show many more models ► Year-round advertising pressure seen necessary ► Recommended: $3 million spot radio per make 0 n the surface of things, Detroit car makers represent an indus- try looking for a problem. Sales in 1962 are expected to reach 7 million cars (including im- ports). This will be second only to the record-breaking year of 1955 when total sales reached 7.9 mil- lion. With a certain degree of optim- ism—based on favorable economic indicators— car manufacturers as a group have set this benign chal- lenge for themselves: two great years in a row. But no industry is free of prob- lems. Car marketing and sales exec- utives are spending many a sleep- less night figuring out ways of maintaining or increasing their share of total sales. In a few cases, it's a life or death struggle. GM giant grows. The heavy cloud that hangs over Detroit is the company-by-company, the brancl-by- brand fight for share of market. All eyes are enviously focused on Gen- eral Motors which is threatening to make a runaway of the automo- bile sweepstakes. GM sales for the first six months of 1962 were up 43% compared with the first six months of 1961. Ford was up only 10% during that time. Chevrolet is heading for an all- time sales record. It will probably sell more than 2 million cars be- for the year is out. In so doing, it may beat its arch rival. Ford, by as mam as 500,000 cars this year. Cars like Plymouth and Dodge are facing losses. SPONSOR/22 October 1962 37 A growing number of models from each manufacturer Competition is rising along with the parade of new models. Chevrolet's '63 products include four lines: Impala Sport Coupe (bottom); Chevy II 4-door Sedan (lc); Corvair Monza (re), and the Corvette Sting Ray. Chevrolet has 33 passenger models Among car companies of all com- plexions, feeling is running high at this time of the year. Lee A. Iacocca, Ford Division vice president, points to the rate at which cars are being scrapped, a rate that is approaching 5 million a year. "That's a considerable base," he states. "Add normal growth and you have at least a 6.25 million car year." And Thomas A. Coupe, Ameri- can Motors vice president, predicts that car sales will average 6.8 mil- lion a year for the next four years." Industry is healthy. As car makers dig in for the big push on their 1963 lines, they have these comforting facts to guide them: • October production is expected to be the biggest in history. Goal is at least 700,000 cars. This would be 150,000 more than in 1961 and 85,000 more than in 1960. • Healthy clean-up sales of 1962 models have cut sharply into inven- tories and have strengthened pros- pects for continued high produc- tion. Preliminary estimates show that only about 250,000 of the 1962 models remain in stock. Observ- ers feel that is low enough not to disrupt sales of 1963 cars. • At the end of September, total car output for the calendar year was 4,881,103 compared with 3,686,- 360 for the corresponding period a year ago. • The used-car market is strong- er than it has been in many years. Sales are running at least 7% ahead of last year. • The retail credit picture is also healthy. In 1961, repayments exceeded new loans and Detroit believes that lenders still have some of the reserve they built up then. There are two other consideia- tions about which car makers can only speculate on at this point but which have a direct bearing on the optimistic predictions for the com- ing year: (1) public reaction to the 1963 models and (2) that sensitive imponderable — consumer confi- dence (the stock market, employ- ment, the world situation— one way or another— will add their salt to the final outcome). Competition is tougher. But in- dustry outlook aside, car makers individually are joined in a tough competitive struggle. And the firms which will gain an edge on others in the competition may well be those who re-evaluate and re-align their advertising strate- gies to conform to new marketing necessities. A major broadcast representa- tive, Adam Young, Inc., recently made an exhaustive study of auto- motive problems and solutions as they relate to advertising— in par- ticular, to spot radio. "In light of the brand-by-brand competition, the major job that radio can perform for car compan- ies is an intensive, year-around sales job that companies can afford," de- clares Adam Young, president. SPONSOR/22 October 1962 "It is a surprising facet oi car advertising that, by and large, com- panies confine themselves tradi- tionally to heavy-car pushes in the fall, and nearly abandon the radio effort the remainder of the year. The accompanying chart (see be- low) shows that \ear in and year out car sales are made 12 months a year, steadily and consistently. Year-around pressure. Radio listening is similarly consistent throughout the year. A key. adver- tising question arises: II sales are made throughout the year, should not advertising pressure be applied year around? With radio's enorm- ous efficiency, economy, impact, and exclusive ability to reach people while they are using the product, the sound medium has to stack up in any objective analysis as a medi- um of prime importance 12 months a year," Mr. Young states. "No car manufacturer or agency can sit quietly on 'traditional' pat- terns of media use. A recent mo- tivational study shows that, with rare exceptions, consumer advertis- ing recall is poor. They remember little about which car brand is ad- vertised and even less about salient COD) points.'' Detroit's marketing battle boils down to these main areas ol con cern: 1. Each firm must maintain oi increase its competitive position. 2. Each company is now produc- ing and selling more different cars and models than it has in its his- tory. In 1962, there were about 100 different models put on the market by American manufactur- ers. In 1963, this number is increas- ing, with a larger number ol sports and compact models. Compact ac- counts for about 10% of the mar- ket. 3. The abundance of models has created an even more pressing need for consistent advertising pressure. 1. Detroit is also on the hook for such things as extended war- ranties and expensive accessories for the compac is. Radio can help. A $3 million a year radio plan is proposed by the Young company for individual cat brands. Sounds expensive? Not really. Considering that yearly car ad budgets range between $15 million and $40 million, this ex- penditure represents a relative!) modest investment in year-around penetration. The $3-million-a-year spot radio plan is based on the com ic tion that the sound medium can do these things lot car advei tisei s: 1. It can maintain hea\ \ adver- tising pressure throughout the vear in 200 markets as a cost that can be lived with. 2. Taking advantage ol the dual in-home and oui-ol-hotne radio audience, a car company can match audience composition with consum- er prospects, balancing handsome- ly the amount of advertising weight that must be split in favor of men but with lair amount of exposure to women. 3. The teenage audience, repre- senting a minor share of the total, also is important to car companies because these are the buyers of to- morrow, and tomorrow is not far off. 4. Radio's great out-of-home stor\ is directly linked to the car industry, with 42 million car radios in use. Nielsen figures show that auto tune-in is substantial through- out the week. In late afternoon, for example, it is the equivalent of Monthly sales show selling cars is a year-round business Total Passenger car 6,674,796 99 I960 1961 Jan. 676.712 10% Jan. 406,616 7% Feb. 656.579 10 Feb. 363,193 7 March 659,730 10 March 425,892 8 Aoril 588,046 8 April 453,425 8 Mav 607,191 9 Mav 539,858 10 June 605,582 9 June 567,563 10 Julv 421,355 6 Julv 407.339 7 Aus. 324,020 5 Auq. 172,754 3 Sept. 386,694 6 Sept. 367,366 7 Oct. 627,678 9 Oct. 545,117 10 Nov. 600,495 9 Nov. 646.886 12 Dec. 520,714 8 Dec. 646,698 12 5,542,707 101 aetory sales for 1960 and 1961 show sales are good all year. II advertising were done on a year-round basis sales might he more even, according to Adam Young. In 1961 summer months, with the exception of August, sail s are good SPONSOR/22 October 1962 59 More compact models add to selling complexities The Falcon Club Wagon (1). able to compete in many areas, is just one of the family-fun vehicles offered by Ford Division for '63. Chrysler-Plymouth adds com- pact Valiant convertibles (r). New models intensify already strong competition 50% of the in-home audience. In some markets, weekend auto tune- in represents an even greater share of the total. Creative unity. Creative aspects of the national radio campaign should be blended with the total advertising effort. Theme and copy of the commercials should be com- patible with the copy used in other media. The magazine or news- paper headline, the television blurb should be adapted to the radio ap- proach. These themes can be translated excitingly in sound, using the kinds of music, sound effects and narra- tive to give maximum aural illu- stration to the copy points. A creative advantage that radio offers is that the music, narrative or humor can be flavored with par- ticular regional characteristics. The Young radio proposal rec- commends that once the copy ap- proach is decided on it should be Characteristics of today's car buyers Who in household first suggests new car purchase: Male 74.9% Female 23.3% Annual household income of new car buyers: Under $5,000 18.1% $ 5,000-$9,999 52.6% $10,000 and over 29.3% Age of new car buyers: Under 25 8.0% 25 to 29 10.2% 30 to 34 10.9% 35 to 39 11.8% 40 to 44 13.8% 45 to 49 12.2% 50 to 54 10.9% 55 and over 20.1% WBBBSKBBBBKBSKM HHB&NNNNNHHraBnflBMHi ■ given maximum repetition without too much change. An attempt also should be made to close the image gap between manufacturer advertising, which tends to be more missionary in na- ture, and dealer advertising, which is more hard sell and, in too many cases, downright raucous and stri- dent. The media plan is keyed to heavy frequency and the proper distri- bution of advertising balance in terms of audience composition. In-car listener. Effective radio use by car companies would natur- ally be molded to take advantage of that wonderfully captive audi- ence, the car radio listener. More new cars are equipped with radios today (90%) than with automatic transmissions (75%). Frequencies should vary by monthly periods to adapt advertis- ing pressure to sales. October and November, 40 to 50 announcements a week; December and January, 25 to 35 a week; February through July, 40 to 50; August, 25 to 35 a week, and September, 40 to 50 a week. In larger markets the buys should be split among at least three sta- tions to capitalize on reaching and penetrating as many different peo- ple as possible. Station selection is a brand-by- brand consideration. But one ma- jor consideration that has been lacking in past radio use has been the compatability of manufacturer and dealer radio buys. The tendency has been for the company to use certain stations and the dealer others. This mini- mizes the advertising impact. Great- er co-ordination should be devel- oped for maximum pressure. To reach the greatest number of different people, to capitalize on the natural advantages of car radio and to influence both men and women, with an accent on the former, it is recommended that all buys be spilt three ways among Class AA drive time, Class A house- wife time and Class B evening and Sunday periods. Buyer characteristics. Used as a mass medium, radio has much to offer car companies in reaching 40 SPONSOR/22 October 1962 What radio proposes for auto-makers Competition, always present in the auto business, is becom- ing a life/death struggle be- cause of gaining number of models offered by each maker. Adam Young, president ol Adam Young, Inc., here ex- amines the advertising solution to this dilemma — in particu- lar, radio's unique answers. Make the schedule meet the people Radio is a medium of enormous potential for any adver- tiser, but particularly for car manufacturers. A careful analysis of car sales shows that consumers buy them 12 months a year, with surprising regularity and consistency. Radio listening also maintains a steady level of listenership throughout the year. This is a natural meet- ing place where radio and car selling efforts should be joined. We propose a $3 million a year radio plan for individual car brands. Such a plan cannot be called expensive. Con- sidering that yearly car ad budgets range between $15 mil- lion and $40 million, this expenditure is a relatively modest investment in year-round penetration, especially consider- ing the results it can bring. Such a move would maintain heavy advertising pressure throughout the year in 200 markets at a cost that can be lived with. The media plan should be keyed to heavy frequency. The frequencies should vary month by month to adapt ad- vertising pressure to sales. For example, this kind of schedule should be adhered to: October-November, 40-50 announcements per week; December-January, 25-35; Feb- bruary-July, 40-50; August 25-35 and September, 40-50. To reach the greatest number of different people, to capitalize on the natural advantage of car radio, to in- fluence men and women, especially the former, all buys should be spit three ways: Class AA drive time, Class A housewife time, and Class B evening and Sunday periods. Used as a mass medium, radio has much to offer car companies. To be effective, schedules should be heavy or there should be none at all. The message must be repeated to the defined audience the car maker is seeking. prospects the) are most interested in. New car buyers b\ income lev- els show that the majorit) are in the broad middle range. Annual household income of new car buyers; 18.1%, under $5,000; 52.6%, between $5,000 and $9,999, and 29.3%, $10,000 and more. Car research shows dial the man in the household is the one who first suggests the purchase of the new cai (74.9% to 23.3",, women). In addition, 61% ol all drivers are men and 39% women. So while the woman's role in the new car purchase is growing in impor- tance, the man is still the domin- ant figure to reach. How does Detroit presently buy radio? Mostly in short and quick takes in late September and early Octo- ber, running from lour days to three weeks. Then, depending on the manufacturer, there may be additional flights on other occa- sions throughout the year. Budget methods. Car company advertising budgets are generally keyed to each new car sale, so that in many cases dollars are earned in one model year and spent the fol- lowing year. This can create problems as in the case of the ad budgets lor the 19G2 models. Because 1961 car sales were thinner than expected, initial 1962 budgets were down. Despite this, the Adam Young Detroit office says, the Motor ( itv can point to certain notable spot radio successes of 1962. Detroit admen point to Buick's use of spot radio, through McCann- Erickson, as a breakthrough in imaginative use of the medium. Buyer Judy Anderson placed what she called "blitz" schedules of great depth and frequency in one market at a time. The results from an advertising standpoint were considered outstanding and drew great praise from the dealers in- volved. Another agency whose spot radio buys in 1962 drew favorable com- ment was MacManus, John and Adams. Dick Sheppard and Dave Balnaves, who buy for Pontiac and (Please turn to fiage 60) SPONSOR/22 October 1962 41 BULLETIN Dateline : KANSAS CITY Biggest Development on the K. C. Scene since the beefsteak! KUDL . . . SOON 5000 watts. . . and full-time, too! (And YOU know what THAT means ! ) KUDL Irv Schwartz V.P. & Gen. Mgr. Adam Young, Inc. Mid-West Time Sales TIMEBUYER'S CORNER Media people: what they are doing and saying The latest one to join the mushrooming list of "available" time- buyers in the New York area is Isabelle Stannard who bought for such accounts as Kaiser-Roth at Daniel & Charles. Despite the fact the number of "lookers" point to a dearth of good buying jobs in the Big City, the shoe seems to be on the other foot in i other areas. In Philadelphia, for instance, Werman & Schorr is looking for a radio/tv timebuyer, and in Washington, D.C., Henry J. Kauf- man has the "help wanted" sign out for an assistant media man (or! woman). The vacancy at Werman & Schorr may or may not have been created by the departure there last week of Fred Koppleman. Fred, who for the past six months was broadcast supervisor on Bon Ami, j Blumenthal Chocolates, and Jeffrey Martin Laboratories at W&S, joined Elkman, Philadelphia, as media director. New Yorkers will recall that prior to his Werman & Schorr affiliation, Fred was buying on Buena Vista (Walt Disney) for La Roche, N.Y. 42 Post affiliation preview palaver Special preview held by WC1V-TV (Charleston, S. C.) to announce its affiliation with NBC, is talk fodder for (1-r) Donahue & Coe's timebuyer Pete Schulte; Bill Lucas, manager, WCIV; Paul Rittenhouse, NBC station rela- tions; Everett Martin, WCIV, sales manager; and Howard Petty, NBC Other recent agency-hoppers: Dorothy Hoey, longtime Grey, N.Y., buyer on P&G, switched to Lennen 8c Newell; Ted Gotthelf's (New York) Adele Schwartz is now assistant to Morse International's Mary Ellen Clark. Promotion dept.: Bruce Wager successfully hurdled the trainee obstacle course at Young &: Rubicam, New York, and is now assistant II buyer on Borden and General Cigar. Account assignments: Reach, McClinton, New York, former print buyer Herb Stone, now buying broadcast on Tenn-Eco . . . Irene Bour- (Please turn to page 44) SPONSOR/22 October 1962 IAC LeGOFF Hatioml Hews THIS IS NEWS AND DETROIT GETS IT FIRST ON CARL CEDERBERG State and Local Hews •w t WJBKTV DETROIT Newest, earliest, most complete half-hour news wrap- up! That's "6 O'Clock Report," featuring national, state and local news, sports, weather, and the first and only daily editorials on any TV station in the area, all in one daily 6 to 6:30 p.m. package. One more mighty good reason why Channel 2 is No. 1 with Southeastern Michigan viewers ... and advertisers! CBS IN DETROIT LOUIS MILLER Editorial Comment / ■J> MISS FAIRWEATHER Weather Reports RAY LANE Sports Hews MILWAUKEE WITI-TV MIAMI WGBS CLEVELAND VVJW-TV ATLANTA WAGA-TV CLEVELAND WJW LOS ANGELES KGBS DETROIT WJBK-TV DETROIT WJBK TOLEDO WSPD-TV TOLEDO WSPD NEW YORK WHN PHILADELPHIA WIBG IMPORTANT STATIONS IX IMPORTANT MARKETS STORER BRfWXilSTIXG COMPANY STORER TELEVISION SALES, INC., representatives for all Storer television stations. SPONSOR/22 October 1962 43 TOBACCO NETWORK HAS PERSONALITY PROSRAMINE NOW 14 daily program features on N. C. Regional Radio Net Regional News Q Sports D Weather Commentary [] Farm Reports 8 POPULAR PERSONALITIES AVAILABLE: Full sponsorship/Spot participations/Adjacencies (Also Merchandising and Promotion) BUY UP TO 28 STATIONS AT GROUP DISCOUNTS OR SELECT ONLY THE N. C. MARKET YOU NEED! Get Regional Saturation with local "Main Street Radio" coverage . . . Rep: T-N Spot Sales TOBfco N.Y., Chicago, f^J^Vj Atlanta, Raleigh radio network CHATTANOOGA TV VIEWERS HAVE ESTABLISHED "LUNCH 'N FUN" AS TOPS IN EVERY CATEGORY THAT ANY RATING SERVICE HAS SEEN FIT TO MEASURE WDEF TV CHATTANOOGA CallrgL ^^"^^^> ADVERTISING TIME SALE6, INC NOW! ^TIMEBUYER'S CORNER Continued gouin, also Reach, McClinton, has added Breck to her other buying chores. WCIV-TV's (Charleston, S.C.) recent debut as an NBC affiliate launched via a unique videotape preview held in the Charlesto Gardens on the 8th floor of New York's B. Altman & Co., attracted more than 250 admen. Among them: La Roche's Sandy Moshein; Ellington's Mary Dowling; Grant's Jeanette Le Brecht; BBDO's Hope Martinez; MacManus, John & Adams' Roger Bumstead; SSC&B's Chuck Woodruff; Bates' Don Severn; JWT's Harold Veltman; Ayer's] Tom McDermott; McCann-Erickson's John Curran; McCann-Mars- chalk's Otis Hutchins; Joe Gans of Joe Gans; Benton $c Bowles' Betty Lechner; Y&R's Jerry Baldwin; and Lambert & Feasley's James Wat- terson. The party was hosted by Advertising Time Sales. Sibling dept.: The latest ones to join our sibling group: Don Carl- son, associate media supervisor, Leo Burnett, Chicago, and brother Lee Carlson, research director, ABC Television Spot Sales, also Chi- cago . . . John M. Van Horson, executive v. p. and account man, Fletch- er Richards, Calkins & Holden, New York, and brother E. Gerald Van Horson, buver on Boyle-Midway, division of American Home Products at Ted Bates, also New York. :i Taft talks tall tower during luncheon Chicago timebuyers hear details of WKRC-TV's Cincinnati, new tall towel during recent luncheon presentation. Handing out facts and figures are: (standing 1-r) Bob Rohde, Katz; Taft's national sales manager, Don Chapin; Bill Hansher, v. p. engineering; Sam Johnston, general manager, WkRC-TV Can't help wondering: What Miami station WGBS intends to do about the clamor for more of those musical telephone cradles which they had distributed to media people recently? The demand for the cradles which emit soothing, tinkling notes from the score of "Sound of Music," has reached near black-market proportions. Rumor has it that Mary Martin, who starred in the musical, got wind of the phone cradles and managed somehow to latch on to one. ^ 44 SPONSOR/22 October 1962 | CRYSTAL BALL ANALYSIS of Rochester TV. . . I PREDICT (a look into the Rochester TV future with Ervin F. Lyke, President of W ROC -TV Channel 8) • BIGGER AUDIENCES FOR WROC-TV Forget the population growth in the Rochester area and there will still be a bigger TV audience because of the addi- tion of a new channel. This has been the pattern in cities all across the country. With a larger audience Channel 8 will continue to have more viewers. In survey after survey, WROC-TV is the No. 1 station in Rochester. • MORE COLOR TV VIEWERS Sales of color TV sets are way up. With 70% of WROC- TV's nighttime shows and 50% of afternoon programs in color, more area viewers are tuning in Channel 8 — the only Rochester station carrying a regular color schedule. • WROC-TV WILL CONTINUE TO ROCHESTER'S NO 1 STATION BE This prediction is based on a number of key factors: 1) Continuing surveys; 2) NBC's strong fall and winter pro- graming; 3) Color TV, exclusive on Channel 8; 4) WROC- TV's exciting local news, weather and sports shows. Among Top Color TV Shows ONLYon Channel 8 Saturday Night Movie Meet the Press Walt Disney's World Bonanza Price is Right Brinkley's Journal Tonight Laramie Empire Virginian Hazel Andy Williams Sing Along with Mitch Jack Paar Perry Como WflV $400,000 transmitter makes viewing great on Channel 8 BUY THE STATION MORE PEOPLE WATCH WROC ROCHESTER, N.Y. TV CHANNEL BASIC NBC P0NS0R/22 October 1962 15 WHAT MARKET DO YOU WANT TO SELL ON MAIN STREET? To reach Main Street, U.S.A., turn at Mutual. Whatever your market — teen age, young marrieds, execu- tives—you'll find a buying audience on Main Street, U.S.A. And who owns Main Street? Mutual Radio. With 453 listenable affiliates every- where. Pick your market and head for Main Street, U.S.A. Check the signpost and turn at Mutual Radio. LANDMARK: Mutual Radio delivers 97 of the top 100 Main Streets in America. mutual Radio I am A Service to Independent Stations 'COMMERCIAL COMMENTARY Continued 46 Most of us who remain in the business button up our lips and dci no sneering, at least for the outside world. But I suggest that most of us (and I think this is particularly truej of high level agency executives) have a horrible suspicion gnawing1 at our vitals like the Spartan boy's wolf, that "life is real: life isy earnest and the agency commission is not the goal." That is why we get so violently upset when we are attacked by highbrow critics. We are deeply, secretly afraid that advertising is really kid stuff, and that we are men doing a boy's work. But are we? Frankly, I don't think so. I believe that advertising is an honor-.1 able, difficult, demanding, absorbing, and wholly grown-up profes-l sion. But 1 am afraid that many of us in the business suffer from a peculiar occupational neurosis — we are still madly infatuated with, the picture of the boy we once were, and of the man we hoped to be. I And that, 1 think, is our trouble. When we were very young Our trouble really steins from the kind of guys we were when wel entered advertising. And here, if we're going to explain the problem, we shall have to do a little boasting. Beyond any question, the typical young man who makes a success of the business, starts as a superior human being. He is almost invariably bright, articulate, sensitive, imaginative, adaptable, with a wide range of interests and potentials. He is often a writer (of the 12 agency heads pictured on the Time cover, 10 once wrote copy) and frequently artistically inclined. He has, of course, a gift for business, but it is usually only one of many gifts. And in the end, it is his versatility, or the memory of his versatility which traps him. For what he hopes from advertising is the full expression of all his talents and potentials. And this of course, is impossible. But the memory remains, remains as he moves up the ladder, remains to haunt and torment him with reproaches of unfulfillment. And, living constantly with these inner self-reproaches, he tries constantly to escape them. Sometimes he tries to escape with ulcers or alchohol. Sometimes by plunging into a make-believe world of new tags and labels, by pretending that he is not really in advertising, but in "marketing" or "communications'' or, heaven forbid, "science." Sometimes his escape takes the form of devising high-sounding (and not very convincing) catch phrases about his mission. He tells himself proudly that he is the "catalyst of the country's consumption economy," or even the "architect of a growing, pros perous America." But none of these provide any real relief for our "Adman in Quest of his Youth." For none come to grips with his dilemma. Do you think 1 exaggerate this? Perhaps I do. But 1 still say that our real image problem is with ourselves, not the outside world. And I still say that the 4As and the ANA could do well to concen- trate on this. For what most of us need is not some great big shiny, chromium-plated, image-building p.r. program. What most of us need is a more meaningful and satisfactory personal philosophy about our work. ^ SPONSOR/22 October 1962 20% of the food distributed through Houston warehouses is consumed by families in Beaumont/Port Arthur/ Orange. If your spot television budget is based on wholesale distribution figures in Houston, you're missing one-fifth of the consumers. If you put your television dollars on any other station in the Beaumont/Port Arthur/ Orange market, you're missing 43% of the [h Viewers ^i^J Peters Griffin Woodward CBS KFDM-TV CHANNEL 6 P0NS0R/22 October 1962 47 TV'S YOUTH KICK (Continued potn page 29) Shelley Berman recorded the col- lege radio commercials. As for the "Punt, Pass 'n' Kick" competition, it is now in its second year under the auspices of Ford dealers and the National Football League. Last year 205,000 boys participated. The goal is 500,000 this year. Four thousand Ford dealers are involved in the contest. R. L. Shugg, Jr., account repre- sentative, Detroit office, J. Walter Thompson, said that all Ford deal- ers and the NFL were enthusiastic about the project. "This gives the Ford dealers an opportunity to pre- sent to their communities an out- standing youth event," Shugg de- clared. "Not only does it improve dealer image with the boys them- selves but it stimulates the whole community's feeling toward the Ford dealer. The National Foot- ball league is also very happy to participate since they too want to improve their image with the young boys and their parents." Harry Straw, of the dry hair ads, didn't make the Tricorn Club Harry wasn't in the lifeless scalp commercials. He just buys TV spots for them. He just didn't know that North Carolina's No. 1 metropolitan market is the pros- perous three-city "tricorn" . . . Winston-Salem, Greensboro, High Point ... No. 1 in population, households and retail sales. Knowing those facts is all it takes to crack this exclusive club, Harry. Then schedule WSJS Television, of course— which is the No. 1 way to saturate the Tricorn Market (and the surrounding rich area thrown in). You get a Club hat with feathers, Harry, if you also remember North Carolina is the 12th state in population ... and that no self-respecting spot schedule can ignore the No. 1 market in the No. 12 state! You'll be a real smoothie with clients and account execs, Harry, when you join the Tricorn Club — provided our official hat can fit onto your tousled wig. •a- I WINSTON -SALEM TELEVISION GREENSBORO/HIGH POINT Damone in commercials, spon- sor asked Buchanan what was the fate of The Lively Ones} What were its chances of a return engage- ment? The answer isn't in yet, but Ford is making good use of Da- mone in special commercials inte- grated into the current crop Ford-sponsored programs. Also, D mones' "dates" in The Lively Ones are seen, from time to time, in Ford's new crop of commercials. The young adult market which advertisers have been cognizant of for many years has blossomed out recently in tv programing, accord- ing to Eugene Gilbert, president of Gilbert Youth Research. Gilbert observed that this is "obviously due to the many efforts by other media to show the importance of this age level." Gilbert thought the special magazines and radio shows were just a few of the areas where heavy concentration has been developed. He was certain that most major buying decisions were made by the time a person reached this age level. Young families. Sixty per cent of all first children in families are born to mothers 24 or under, Gil- bert observed, adding that 50% of all first marriages take place by the time the girl reaches her 20th birth- day. "These are just a few of the reasons that marketing people are pleased with tv's efforts to attract this group," Gilbert said. Neal Gilliatt, senior v. p., >fc- Cann-Erickson, and management service director on the Coca Cola account, emphasized that "for three generations Coca Cola has been the favorite drink of young people. "The advertising has consistently showcased young people in youth- ful situations and activities," Gil- liatt continued. "Yet we know that the total mood generated by these ads appeals to teenagers, young adults and their parents. A planned part of this program includes the placement of advertising in media which we know reach the youth market; disk jockey radio, youth magazines, and tv spots in and around programs which have the greatest impact on this important market." The theme, "Noiv It's Pepsi for Those Who Think Young," both in tv and other media, went from BBDO right smack to the masses 48 SPONSOR/22 October 1962 Cktywotytyedookat'L.. No goofs, no fluffs Scotch^ brand Live Whether a slip of the hand, tongue, camera, lighting or direction, it can be found and fixed immediately when the show or commercial is produced on "Scotch" brand Video Tape. And video tape assures the picture quality that's live as life, without the risk of an on-the-air fluff. Tape plays back the picture moments after shoot- ing, helps find flaws that defy detection during the actual "take." You can check every detail — sound, lighting, focus, pacing, delivery — while everyone is still on the set, ready for a re-take if needed. Video tape performs instantly for special effects, too! No waiting for days, weeks, while lab work and processing laboriously create an "effect". Not with Action Video Tape! only are you ahead in time savings, but in cost savings as well ! Immediate playback plus today's easier-than- ever tape editing makes short work of last-minute changes, permits quick insertion of new material in existing footage. And "Scotch" Video Tape, for both black-and-white or color, provides out- standing "presence" to enhance commercial mes- sages, network and local shows, as well as closed- circuit presentations. A free brochure, "Techniques of Editing Video Tape," provides samples of current editing prac- tices, plus examples of special effects created on tape. For your copy, write Magnetic Products Di- vision, Dept. MCK- 102. 3M Co.. St. Paul 1 9. Minn. "SCOTCH" IS THE REGISTERED TRADEMARK OF MINNESOTA MINING ft MANUFACTURING CO.. ST. PAUL 19. MINN. EXPORT: 99 PARK AVE . NEW YORK. CANADA: LONDON. ONTARIO. ©1962. 3M CO. magnetic Products Division 3m Mril COmPANY iPONSOR 22 October 1962 49 of young people (although oldsters weren't prevented from joining the circle) . Commenting on the effec- tiveness of the campaign aimed at a nation "on a record binge of youth-mindedness," John J. Sough- an, v.p. and director of marketing services, Pepsi-Cola Co., told spon- sor that "Pepsi-Cola's tv commer- cials, quite likely the most success- ful in the soft drink industry, are distinguished primarily by the ap- pearance of bright, lively, youth- ful people generally in the age range of 19 to 25. "The reason for this particular selection of people is the most obvi- ous of all: people of this age range — the younger set of America — rep- resent the best potential customers for soft drinks," Soughan said. "A second, but still primary, reason is that people in this age group rep- resent the largest single market category in America. And, not so incidentally, this age group is grow- ing at a more rapid rate than any other. Predictions are that by 1970, Americans from the ages of 19 to 30 will make up the vast portion of our population. The strong interest in the youth market currently being shown by alert-minded advertisers is not a new phenomenon, but a logical ex- tension of a growing trend over the last decade, in the opinion of Boris Lorwin, executive v.p. of Glick & Lorwin, an organization that pro- vides educational counsel and spe- cialized public relations to corpora- tions and such. What is new this year, according to Lorwin, is the growing number of advertisers who have come to realize that effective penetration of the youth market "is quite a trick and requires an approach all its own." Lorwin cited the recent Ford campaign as an outstanding one. "The spendables." An ideal term to describe the youth market would be "the spendables," as Max Tendrich, executive v.p. and di- rector of media, Weiss & Geller, phrased it. "They have the spend- ing money for their own needs and wield strong influences in certain buying decisions of the family." In the opinion of William H. Hylan, CBS TV Network senior v.p. of sales, there's no general BIGGER than SACRAMENTO - STOCKTON One Buy Delivers IDAHO - MONTANA plus 1 1 counties in Wyoming at lower cost per thousand SKYLINE TV NETWORK delivers 10,100 more TV homes than the highest rated station in Sacramento-Stockton at nearly 18% less cost per 1,000. SKYLINE delivers 92,300* nighttime homes every quarter-hour Sunday through Sat- urday. Non-competitive coverage. One contract — one billing — one clearance. Over 267,880 un- duplicated TV homes in 5 key markets. Inter- connected with CBS-TV and ABC-TV. MONTANA— KXLF-TV Butte KFBB-TV Great Falls KOOK-TV Billings KBLL-TV Helena Satellite to KXLF-TV TV NETWORK P.O. Box 219) Idaho Falls, Idaho Call Mel Wright, phone area code 208-523-4567 - TWX No. IF 165 or your nearest Hollingbery office or Art Moore in the Northwest 50 trend in terms of advertisers seek- ing a "so-called 'young adult' audi- ence." "Actually, unless a program is deliberately slanted toward a spe- cial audience, an advertiser can hardly miss this age bracket, be- cause the young adult segemnt of our population falls into the heavy viewing category," Hylan main- tained. "We should not confuse the efforts being made by an indi- vidual advertiser to establish a youthful product image through skillful use of the commercial with audience trends. Programs, not commercials, create audiences and determine their nature." On all networks. Still another example of appealing to the young adult market on tv is currently be- ing demonstrated by American Mo- tors. E. B. Brogan, automotive ad-fl vertising manager, American Mo-fl tors Corp., told sponsor last week the company's 1963 models "open up the door to a lot more sales to the young segment of the market." For the first time, network tv par- ticipants on all three major net- works have been slotted for the Rambler announcement period. Brogan said his company expect- ed to reach 122 million tv viewers with the expanded '63 coverage. Additionally, 20 Rambler radio spot commercials will be aired every weekend on NBC Monitor for the seventh straight year and 18 radio spots on week-end ABC News. A vital segment. Dean Shaffner, director, sales planning, NBC TV, said that young adults are a vital segment of the consumer popula- tion, valuable because of their above-average willingness and abil- ity to purchase a wide range of products and services. But, he also pointed out that a special Nielsen survey of tv homes reveals that con- trary to a commonly held belief, homes with housewives between the ages of 35 and 49 constitute the most valuable consumer segment. "There is abundant evidence that network tv is particularly effective! in reaching the young adult with a ( variety of programs that have spe-I cial appeal to this age group," Shaffner declared. He noted that no single network has a monopoly on these types of programs, nor do they fall into neat categories. ^ SPONSOR /22 October 1962 Rich, rich, southern New England loves the sounds of America on 11131 AMERICANA ■■'.■■•V :\ ! H I fc* M- -; A musical and verbal portrait of the United States, past and present ,.....,,..'*.. PROGR AM MING THE REST nFeeeeseeeeeeft6issse6*js<)es€)s FOLK SONGS COUNTRY MUSIC RALLYING SONGS DIXIELAND TIN PAN ALLEY HITS JAZZ SHOW TUNES WESTERN SONGS AMERICAN CLASSICS Andante COMMENTS BY EXPERTS ON History and Customs Prose and Poetry Furniture and Cookery Books and Printing Art and Art Objects Fads and Foibles miiiitmiiiiininiiiiiiMiiiiiiiiiiHiiiiiiiiiiiiiiiiiiMiiiiiiiim EVERY DAY Monday through Friday 2:05 - 3:25 p. m. st^ WTICt Radio 50,000 watts HARTFORD, CONNECTICUT REPRESENTED BY HENRY I. CHRISTAL CO. x ;P0NS0R/22 October 1962 51 Y'all Can Brang Yer Geetar, too, Cause This'ns Gonna Be Uh Reeuul Swangin' BPA Doin's In Bee-Ug D Whyncha pack yer bag, bring the leetle lady and all the young'uns and stay a spell. STORER PROFILE (Continued from page 31) of Toledo, a firm that grossed in the millions and earned in the hundreds of thousands. In 1926 the tube company was merged into the Elyria Iron and Steel Co., which became the Steel and Tube Division of Republic Steel Corp., Cleveland. Storer was named vice president in charge of manufacturing. It was in Cleveland that the fu- ture broadcaster's skills as a busi- nessman were first severely tested. He inherited a division that lost $29,000 the first month he was there. The last month he was in charge, less than a year later, the division showed a profit of over $44,000. Beginning of oil. Successful as this year had been, Storer yearned to work for himself. And so he re- turned to Toledo to form, with members of his family, the Fort In- dustry Oil Co. The oil business had been in the back of his mind for some time. Earlier he had gazed from his Toledo office, watching trucks unload gasoline at a service station across the railroad tracks from his plant. An idea of great simplicity went through his mind. Why not a short siding into the service station, un- load right from the tank car, save the trucking costs, and pass the saving to the customer? On to Detroit. Shortly after the new company was off and running, George Storer was back in the steel business. He went to Detroit in the sales office of the American Metal Products, a specialty com- pany then not too prosperous. Storer was soon selling specialized items to Ford, General Motors, and Chrysler. A year later, he bought the company for $300,000. By the end of 1929, American Metal showed a profit of $650,000. Its name was changed to Tubeweld, and later to Standard Tube Co., a firm now listed on the American Stock Exchange. Storer Broadcast- ing owns 51% of the firm's B shares. George Storer is chairman of the board and both he and his eldest son, George, Jr., are direc- tors. It was during his years man- aging this company that Storer be- came a friend of the late Henry Ford. Meanwhile, Storer still had one hand in the broadcast industry. Radio's attraction. By 1931 Storer withdrew entirely from the oil business, selling his company to Standard Oil of Ohio, and drop- ping "oil" from the corporate title. The same year he purchased WWVA, Wheeling. It was during the next 15 months that he oper- ated WMCA, New York. After he dropped his connection with the New York outlet, the company steadily acquired more properties during the years 1935-40. They were WMMM, Fairmont, W. Va., WLOK, Lima, O., WHIZ, Zanes- ville, O., and WAGA, Atlanta. In 1944, WGBS, Miami, became the seventh station in the Storer group, the maximum allowed under FCC rules. It is in Miami that Storer Broadcasting (so named in May 1952) makes its headquarters. After World War II, in which he served from 1943-45 as a lieutenant commander and later commander, Storer made steps that would turn his broadcasting company from a relatively small one to one of the largest. He saw that the post-war economy was ready to boom and immediately started to expand with his first purchases in television. Gilt-edged as the investment looks today, financing of the under- taking was one of the more difficult projects of Storer's career. For he wanted not one station, but the legal limit. From July 1948 to March 1949, the company launched WSPD-TV, Toledo, WJBK-TV, Detroit, and WAGA-TV, Atlanta. Two other television properties were purchased later, WJW-TV, Cleveland, in 1954 and WITI-TV, Milwaukee, in 1958. In the process of buying and selling, Storer (a confirmed take-a-chance man) tried uhf, too. It didn't work in a v-u market. Service and profit. Throughout his career in broadcasting, George Storer has made the combination of public service and operating for profit a success where other broad- casters have failed. He was deter- mined that the only way to expand his firm was to upgrade the markets he served. Since the FCC limited ownership to seven radio, five vhf and two uhf tv stations, he rea- 52 SPONSOR/22 October 1962 soned that the only true potential growth would spring from better markets. But even in the smaller markets, where many of his early radio sta- tions were, it was Storer policy to upgrade every property. In most instances he purchased radio out- lets operating at a financial loss or n a low-profit position which made it impossible for the station to serve the community adequately. Storer provided modern equipment and facilities, network affiliations, and eventually put each station in a strong financial position. His op- erating credo: find the right people to manage the property; let them manage." A leader in editorializing tech- niques, each station editorializes egularly. In three tv markets the Storer station is the only editorial Voice other than newspapers. Edi- torial conferences are held five days a week at all twelve stations. Each a working role. George Storer's four sons have, for several pears, been in active management in the broadcast operations. George Storer, Jr., succeeded his father is president in 1961, after serving with the company 15 years. An- ther son, Peter Storer, has been president of Storer Television Sales since it was founded just two years .go. James Storer is general man- ger of WJW radio, Cleveland, on Robert is promotion director, KGBS, Los Angeles. Storer Broadcasting now employs ome 800 people, maintains one of he more stable stocks on the New ork Stock Exchange. For most of he eight years it has been listed, he stock has remained between 2714 and 33i/4. Aside from its ma- jority interest in Standard Tube, torer Broadcasting wholly owns he Miami Beach Sun Publishing ]o., and has smaller interests in ther firms. Life on the ranch. An avid golf- r and the winner of many tro- »hies, Storer's chief executive pres- sntly shoots to a 10 handicap. He s an ardent fly fisherman and a loating enthusiast. His main eisure interest, however, is the de- velopment of the Storer ranch at Saratoga, Wyoming, where he is constructing a championship golf ourse, home sites, and raising prize black angus cattle. ^ Chicago's most favorable location for the communications and advertising industry JOHN BLAIR BUILDING 645 N. Michigan Avenue Chicago 11, 111. For rental information contact Scribner & Co. 38 S. Dearborn Street Chicago 3, 111. Central 6-4204 JPONSOR 22 October 1962 53 IN ROCHESTER, NEW YORK. . . WARREN DOREMUS, Director of Public Affairs, WHEC-TV STANDS FOR PUBLIC SERVICE AT WHEC-TV In every Television community there is ONE station that seems especially conscious of its civic responsibilities. In Rochester, New York, that station is WHEC-TV. Highlighting our extensive and continuous Public Service programming are TWO MONTHLY PUBLIC SERVICE FEATURES produced and directed by the WHEC-TV Public Affairs Department, Warren Doremus, Director . . . "ROCHESTER REPORTS" A documentary series dealing with important social, economic and cultural matters — employ- ing sound film, videotape and live techniques. Programs have embraced such subjects as: • A Day in the Life of a TV News Department • Behind the Scenes of a Modern Police Bureau • Wheels, Wings and Rails — city transportation crisis • The Graduate — the future facing the class of '62 • Adventure — SCUBA Diving "FACE THE COMMUNITY" A discussion series with subjects of current interest and importance to people of the Rochester area, ranging from panels and interviews to political debates in the traditional form. Subject matter has included: • Integration in a Northern City • Medicare for the Aged • The High School Drop-Out • Emotionally Disturbed Children • Current Elections — National, State, Local Among the guests: Governor Rockefeller, Ambassador Lodge, Supreme Court Justice Douglas, Governor Brown of California, Eleanor Roosevelt and local civic leaders. TO REACH DEEP INTO THE PROSPERITY OF ROCHESTER, NEW YORK, YOU CAN NOT CHOOSE A MORE RESPONSIBLE VOICE THAN . . . WHEC-TV CHANNEL 10, ROCHESTER, N.Y. «**"© 54 SPONSOR 22 October 1962 WASHINGTON WEEK 22 OCTOBER 1962 / cwiaM twa What's happening in U.S. Government that affects sponsors, agencies, stations Major distributors of feature motion pictures to TV sent a battery of high- priced lawyers to argue that the Supreme Court should lift a District Court in- junction against block booking. The Justice Department argued that the lower court decree should be stiffened. Neither side mentioned the far reaching possibilities of the final decision, but this was pretty clear. The Supreme Court could influence a step-up on Justice Department activities with respect to TV or it could apply the damper, depending on the decision in this case. Distributor lawyers, headed by Louis Nizer, argued that the selling of feature films to TV is highly competitive, that those accused do not account for a major part of the total supply. They added that nobody had charged them with monopoly or conspiracy, and they agreed that in this field it is the TV stations rather than the distributors who hold the bargaining power. Justice, represented by Daniel M. Friedman, stood squarely on the Paramount case in the motion picture industry, holding that distributors may not require the taking of unwanted films to secure wanted product. Friedman asked the Supreme Court to wipe out the lower court decree provision that a distributor may withhold individual films until he can canvas a market to see if somebody will take the entire package. He also asked a new provision that individual films may not be priced so high in relation to the price of the total package that a station would have to take the package. Nizer, Myles J. Lane, Justin M. Golenbock and Mervin C. Pollak said the Paramount decree has no place in TV. They said the major distributors control most of the prod- uct for theatres and feature films represent 100 percent of their available product. TV not only has a variety of different types of programing to compete with feature films, but there is no monopoly by any group of distributors. The Supreme Court can affirm or reverse the lower court decree, or it can itself dictate new terms. The more the Supreme Court intrudes itself into the final settlement, the mere momentous the case will be for television, because the clearer the precedent will be. Roy Battles, director of the Clear Channel Broadcasting Service, confirms that at least nine of the 13 members of the association are set to apply for super- power. These applications will likely jar the FCC off dead center, where it has been sitting since the House passed a resolution asking it to consider higher power for clear channel stations. WSM, WLW, WSB, WJR, WHO and KSL will apply for higher power immediately. KFI, WGN and WHAS will apply as soon as engineering work on their applications is finished. WBAP, WFAA, WHAM and WOAI have not been heard from. Members of CCBS are inde- pendent stations. Network-owned and Westinghouse-owned stations have not signified their intentions. The House resolution was aimed to counter a long-ago Senate resolution asking the FCC to hold off on approval of higher power, and it was also aimed at forcing the Commission to abandon at least for a year plans to allow second nighttime services on half of the remaining clear channels. The FCC hasn't moved in any direction since passage of the resolution, but nobody doubts that the Commission will hold off on any new stations on the clear channels. Action on higher power defies prediction. There was some talk about per- mitting one Or a few stations to try 750 kw on an experimental basis. The wholesale applica- tions should jar the FCC into taking actual steps of one kind or another. VfltSOR/22 October 1962 55 'SPONSOR HEARS 22 OCTOBER 1962 / Copyright 1962 A round-up of trade talk, trends and tips for admen Columbia Pictures was reported last week as looking for another roost for its ad account, estimated at around $1.5 million. The business is now at Donahue & Coe. ABC TV's switch of Tennessee Ernie Ford to 12 :30-l p.m. reflects, if nothing else a determination to protect its biggest daytime investment. Ford's deal with the network is three years firm ($22,500 above line and $30,000 for the entire strip per week), which adds up to an over-all obligation of $4.7 million. Also involved in the Ford deal was the Jane Wyman library of 78 half -hour films (three plays), figuring around $3.2 million and the delivery next season of an hour series called the Best Years, which could mean another $4,5 million. Sigurd Larmon's retirement from Y&R — it takes effect at the end of this year— entails the cracking of quite a fiscal nut: how the agency can most conveni- ently muster the several million due on Larmon's agency stock. Y&R consulted JWT on the problem since there was a related situation involving Stan- ley Resor. The recommendation: let the employees' trust buy the stock. Veteran JWT account boss and stockholder Ken Hincks is slated to take up retirement at Charlottesville, Va., the first of February. His longtime administration of the Lever account will pass into the hands of Don Thorburn. If you have any doubts as to ultimate reaches of tv network control over pro- graming today — acourse spurred by FCC Chairman Newton Minow, you might take note of this: It's become extremely rare for a freelance producer to undertake a pilot with- out first consulting with a network as to (1) possibilty of scheduling and (2) fi- nancial backing by the network. In other words, the freelancer is hemmed in by the wisdom and decision of but three outlets for the product. And it's still tougher when it comes to entertainment specials. The networks are not interested, with rare exception, to proposition for a special — even if the packager can put together the right script, stars and director — unless sold in advance to a spon- sor who needs it for a specific merchandising tool. Perhaps one of the toughest adjustments in job transitions over the years has been that of people coming from network into spot representation. Reps have a logical reason for this. The basic concepts, key thinking and pre- mises of the two areas of the business are diametrically opposed — that is from the station point of view. Fundamentally, the station can't be treated in the same fash- ion. To the average station the network is a sort of Santa Claus, while the rep fills a role that in a way is related to that of a football coach. Five successive years of gain for a station makes the rep a hero, but let there be one bad year and he's a bum — even if it's due to the station's loss of audience. 56 SPONSOR/22 OCTOBER 19«? What can you do with 50,000 watts? We chose the latter. WE BOUGHT KTHS, Little Rock, changed the call letters to KAAY. KAAY is the only com- munications medium serving the entire state of Arkansas. Good buy for us. Good buy for you, too ! •.BROADCASTING CORPORATION.' * Nashville 3, Tennessee WAKY, Louisville; WMAK, Nashville; KEEL, Shreveport; KAAY, Little Rock KAAY is represented nationally by MTU Representatives, Inc. CONSUMER'S AD BILL (Continued from page 33) An entire family can watch a western, such as Gunsmoke, while investing less than 1 cent of their individual annual advertising cost :)f $65. The cost per 1,000 homes mewing The Untouchables is only i lit tie over $3. The average hour- lout- public affairs show in 19(51 was viewed in three homes for just 1 ent. An even lower cost can be com- puted for radio advertising and the 1,700 stations which serve "in the public interest." For all its shortcomings, and it has some, advertising has made pos- sible the broadest dissemination r>f information and entertainment \er witnessed by man. Whether your taste runs to Lawrence Welk r>r the New York Philharmonic, Maverick or Meet the Press, you'll gree that anything that does so uch can't be all bad. ^ RECK ON TV (Continued from page 36) esults indicate that the Breck com- pany image is so strong that view- ers were responding on the basis of whether they would like to try or use any Breck product, rather than responding to a particular Breck product such as Banish, Hair Set Mist, or Creme Rinse. Indi- vidual product image or identifi- ation was very weak. Commercials. As a co-sponsor of Going My Way, Breck will be the major sponsor of a one-half hour egment one week and a minor ponsor the next. During the next 50 weeks Breck will have 75 min- utes of commercial time. Sharing the sponsorship with Breck will be Miles Laboratories and the American Tobacco Com- pany. Other spot sponsors will ad- vertise on an individual program basis. Approximately eight new com- mercials featuring different prep- arations have been produced by Breck for the new series: shampoo commercials, generally one minute: spray, 30 seconds or one minute; Breck Creme Rinse, 30 seconds, and Breckset, one minute. Breck's two agencies are each in charge of different Breck prepara- tions. Reach, McClinton handles Breck Hair Set Mist, the three shampoos, and miscellaneous preparations: N. W. Ayer handles Banish and Children's Shampoo. Both handle the print and broadcast for their own preparations. It was N. W. Ayer's idea that sparked the Going My Way series. Four girls were chosen for each shampoo commercial: one for the Breck girl and three to represent the three different shampoos — for dry, regular, and oily hair. The girls are chosen on their poise, their hair, face, appearance, and general manner. The company tried to stay away from girls who were too fashionable or sophisti- cated, and tried to pick girls a lit- tle better looking than the "girl next door." In print the company used girls who were not models, but on tv the union requires Breck to use professional models. "Many times," Hughes said, "we changed our storyboard because we sensed that the model had some special ability. The average cost for making a Breck tv commercial is between $8,000 and $10,000. Moreover, residuals are very high with all those girls," he pointed out. Since 1936, pastel paintings for advertisements have been done of each of the Breck girls. At present the paintings are done by a special artist in Boston. After they are used, they serve as decorations in Breck homes and offices. The orig- inal Roma head done in 1936 has been used to represent the com- pany image since then. It introduces Breck-sponsored programs and each commercial. Pretesting spots. Just to make sure the commercials are effective- ly delivering the Breck message, a project for testing was recently in- augurated. An invited theater au- dience evaluates the commercials. A "rough" commercial is shown to a group of 700 men and women who are asked to give their im- pressions. Their responses serve as a guide to the reaction of a na- tional audience. The "square" image. "We are often told bv theorists that oui Can anybody claim more loyal \ieuers? Our metro share in prime time is 90' < . and homes de- livered top those of any station sharing the other 10%. {ARB, March. 1962 1 To cover this in- fluential market, such loyalty means the big buy for North Florida. Soutb Georuia. and Southeast Alabama is WCTV BLAIR TELEVISION ASSOCIATES TALLAHASSEE THOMASVILLE ILAIR TELEVISION ASSOCIATES S'ational Representatives SPONSOR/22 October 1962 59 WTRF-TV STORY BOARD "Real George!" WALLSTREET MIX-UP! Try it . . . the new drink called "Stocks-on-the-Rocks," despite the low spirit content, it de- livers a powerful kick dead ♦ center. wtrf-tv Wheeling ANY MAN resting on his laurels is wearing them in the wrong place! Wheeling wtrf-tv PARTY STUPOR! Hostess: "Honey, what will I do with the party leftovers?" Host: "Call a cab!" wtrf-tv Wheeling PARTY WHOOPER! Two drunks blundered into a girl's dormitory on the way home one night. One lost his head and ran; the other remained calm and collected. Wheeling wtrf-tv YES, WE'D SAY a guy is down on his luck if he gets seasickness and lockjaw at the same time. wtrf-tv Wheeling THATAWAY! Hear about the girl who was attacked right in the middle of Broadway? She thought it was Grand! Wheeling wtrf-tv GEORGE AND THE DRAGON was the name of the restaurant. One night a hungry bum knocked at the back door and asked for a bite to eat. The woman angrily slammed the door in his face. A few minutes later, he knocked again and when she answered, he quickly asked, "May I speak with George?" wtrf-tv Wheeling *GEORGE AND THE BRANDWAGON is the name of this story. It's about successful ad- vertisers who have REPutable Hollingbery arrange spot schedules hitched to a bonus merchandising Brandwagon rolling in extra profits in the Wheeling-Steubenville Indus- trial Ohio Valley. Get the exciting details of the WTRF-TV picture and revealing develop- ments from Rep George and his Wheeling Brandwagon braggin' cohorts. Ask 'em for a set of WTReffigies, our Adworld close-up frameables, too. CHANNEL SEVEN WHEELING, WEST VIRGINIA f-u: I Wherever They Live. ft! Within the 8,000 sq. miles that encircle South Bend live 1.3 million people. And wherever they live in this area the powerful WSBT-TV signal can reach them, thanks to our new 1047 ft. tow- er and 498,200 watts. Get the facts on The New World of WSBT-TV. It's a $2 billion market, and growing! WSBT-TV SOUTH BEND, INDIANA Channel 22 H. Raymer, National Representative image is square, old-fashioned, and all wrong for our product," says Werner Michel, v. p. of radio and television, of Reach, McClinton. "But sales go up and up," he chuckles. An agency copy supervisor for Breck, Gertrude Van Hooydonck, explains, "We are trying to sell specific products within a refined, American, traditional scope. At the same time we are not a bunch of squares. Our straight, sincere image is for real. "Some people think the Breck image is made up by Mr. Breck, who sits in his backyard thinking it up leisurely. They think this because the image is so plain, un- slick, non-commercial, and honest. Yet, there has been a great deal of thought put into this. In theory ad educators and experts say we're all wrong, but I think we've proved it works," she continued. John Hughes says, "It has been difficult to get exactly the same image on tv as we have in print, but in view of increasing compe- tition advertising on tv, it has be- come very important for us to do — and do well." "The problem is this: Certainly it is not possible for Breck to do on tv exactly what it does in print, but we can create the same mood through careful selection of the model, setting, and style of copy. We can't use our well-known pastel colors, but tv has the advantage of movement. In all, we think we have created the same spirit." Hughes termed the recognition of Breck's image by the public "amaz- ing-" Tv buys. Five years ago Breck became a major network tv night- time sponsor. The co-sponsoring of Shirley Temple's Storybook with Sealtest on NBC, a series of 14 one-hour specials, was the com- pany's first big buy in the medium. This was dropped when the show began drawing more and more kids, and less adults. Next came the Breck Sunday Showcase and the Breck Family Classics. Last year the company sponsored five Breck Golden Showcase specials which were highly successful in at- tracting a predominantly female audience. Breck highlighted the season as co-sponsor of The Power and the Glory, starring Lawrence Olivier. Breck has always used network more than spot. This year the com- pany is using spot tv in 14 or 15 markets with sales potential (the spot billings being only 6% of the tv allocation) . % AUTOS ON SPOT RADIO {Continued from page 41) Cadillac, respectively, have gotten away from what in the past was a set pattern of a 12 plan in drive time and little else. Scheduling transition. For many years this was considered standard buying procedure, but today's more imaginative buyer is using combi nations including nighttime, Satur day and Sunday time. The weekend buys are obviously aimed at the family car on the road. Woody Crouse of BBDO, De- troit, is credited with developing and experimenting with new wayl of buying radio. One of his innovations last year on behalf of Dodge Trucks was to buy fringe newscasts, nothing else, His object was to reach the busi nessman and farmer. In terms of announcements, he is known to favor very heavy schedules, buying deep in every market. D. P. Brother is an agency that uses radio with a considerable de- gree of regularity. It buys spot radio for Guardian Maintenance with schedules running approxi- mately 32 weeks a year, and with some regularity for Oldsmobile. Spots are generally bought con- servatively on the drive time basis although Guardian will schedule spots around sports events. Campbell-Ewald Inc., buying for Chevrolet, formerly a heavy spot radio user, recently returned to the medium with a clean-up schedule in August and an introductory buy in late September and October. But; they have yet to return to the 40- week continuous buys they used to make. The Detroit office summarizes the essentials of the Young radi proposal: "Buy heavy schedules o: none at all, and repeat the messag to the defined audience you are seeking." 60 SPONSOR/22 October 1962 . . . that's how quickly ARE Overnight Surveys deliver needed audience data. It's also an important reason more and more stations, agencies and advertisers depend upon ARE during crucial periods of change in television scheduling. Whether it's a change in competitive strength, in audience reaction to a new program or the need for additional decision-making data, practical telephone coincidentals can deliver overnight results for virtually any market. Yet, they are flexible enough that, at low cost, surveys can be tailored to deliver additional information on program-type preference, personality identification or commercial preference at the same time. i^£^m\ AM ERIC* AIM RESEARCH BUREAU ARB Coincidentals make television planning com- plete. You have the information you need, when you ARB need it — overnight ! DIVISION OF C-E ■fel Discover the full advantages available in this fast, reliable ARB Service. Ask your representative for a copy of ARB Overnight Surveys. Washington WE 5-2600 • New York JU 6-7733 • Chicago 467-5750 • Los Angeles RA 3-8536 'SPONSOR-WEEK Continued Academy of TV Arts & Sciences at New York forum First row (1-r): Jerry Light, George Leffert, Mildred Freed Alberg, Barbara Brit- ton, Peter Affe, Betty Furness, Alan King, Fay Emerson, Sumner Locke Elliott, Jan Scott. Back (1-r): Henry White, Paul Taubman, Herb Brodkin, David Davidson, Mike Gargiulo. Al Perlmutter, Charles Giriat, Julio Di Benedetto, Bob Banner Presents documentary F. Van Konynenburg, exec. v. p., gen. mgr. of WCCO-TV, Minneapolis-St. Paul, presents film of show Blazing Skies to Col. James M. Moore for army use New call letters Getting ready for the change of call letters from WIIM-TV to WZZM-TV, Grand Rapids, are staffer Gloria Bur- nett and Mark Wodlinger, gen. mgr. A Puts Lots of Color into World Series WSLS-TV, Roanoke, made sure of colorful coverage of the World Series when they set up a color center downtown with seats and refreshments for weary shoppers Advertisers ARF assesses the influence of rating services in a new booklet called "The Intelligent Man's Guide to Broadcast Ratings." Author Martin Mayer notes three questions that ought to be answered by industry-sponsored re search: (1) how would ratings be affected if all homes were sampled; (2) do the installations or diaries used affect viewing habits; (3) what correspondence is there between what a person remembers seeing or hearing and what his set received. Take a look at the cover story in the 12 October issue of Time for a assessment of advertising's achieve- ments and problems. It's recognizable by 12 familiar faces on the special gatefold cover, superimposed on a background montage of ad symbols and con- sumer products. PEOPLE ON THE MOVE: James A. Dodge to vice president- marketing services of Pet Milk . Lewis F. Bonham to executive assis- tant to the president of Norwich Pharmacal, effective 1 November . . . Louis W. Clark to manager- advertising and sales promotion for General Electric's Audio Prod- ucts department, replacing Vincent F. Novak, recently named manager —advertising and sales promotion for the Tv Receiver Department . . . O. G. Kennedy to president of Miles Products division of Miles Laboratories, succeeding Lewis F. Bonham. Kudos: Bell & Howell, for the second consecutive year has been selected to receive a first place award for best stockholder report in its industry category in the Twenty-second Annual Report Sur- vey sponsored by "Financial World," national weekly magazine. Agencies The 1 November Meeting and Clinic of The East Central Region of the 4A's is expected to draw at- tendance of more than 300 top executives and members of the staffs of major agencies. 62 SPONSOR '22 October 1962 The meeting is being held in Detroit. The moning will be given over to a closed session for members on business and discussion of prob- lems common to all agencies and the luncheon and afternoon session are open to members, media repre- sentatives and educators interested in advertising. Place is the Hotel Statler Hilton. A new agency, Cook/ Irwin has opened at 9465 Wilshire Boulevard, Beverly Hills. Principals are Ralph W. Cooke, president and George W. Irwin, executive vice president. Agency will open a New York office 1 November at 145 East 52 Street. There's a new consumer research company on the scene. It's called Marketing Evalua- tions, and is headed by Jack Landis and Henry Brenner. Landis was formerly director of developmental research at JWT and manager of research at NBC, while Brenner is president of Home Testing Institute— TvQ. The new firm is located at 50 Maple Place, Manhasset, N.Y. Appointments: Pathe Products to Robert B. Goldman . . . The Dev- on, new apartment house in Wil- mington, to Yardis Advertising . . . Technical Industries, Ft. Lauder- dale, to Fletcher, Wessel & Enright Advertising . . . Phillips Petroleum ($8 million) to JWT, from Lam- bert & Feasley . . . Grove Labora- tories to DCS&S for 4- Way Cold remedies and Decongel, from Dona- hue & Coe . . . Airkem ($1 million) to DCS&S . . . S.S.S. Tonic ($1 mil- lion) to Tucker Wayne, Atlanta . . . Warner-Hudnut ($3 million) to Lennen & Newell, from Lam- bert Sc Feasely . . . Boyle Midway division of American Home Prod- ucts to Ted Bates for its Griffin Shoe Polish ($1 million), from Mogul, Williams &: Saylor. Name change: R. E. McCarthy 8c Associates, the Tampa division of Liller Neal Battle &: Lindsey, is now known as Liller Neal Battle & Lindsey (R. E. McCarthy Divi- r*"*V Mohammed Comes to Kalamazoo WKM1 d.j. Dave Dixon (1) presents Mohammed Oneren of Istanbul with hour and a half tape of his show for airing in Turkey. He also got a copy of station's "Kalamazoo, My Home Town" a new and popular promotion record In the Bag Lloyd Dennis (2nd from 1). WTOP, Washington, v. p., presents Maui it Webster, CBS Radio Spot Sales gen. mgr., renewed contract. Looking on are Peter O'Reilly (1), stn. sales dir., George Arnold, rep firm mktg. dir. A glamorous research analyst \\ AXE-TV mgr. Reid Chapman offers congratulations Marie A/ar who was selected Miss United Fund lor Ft. to 24-year-old staffer Ren \\'a\ ne and Allen County SPONSOR/22 October 1962 63 Why it pays to advertise your station in a broadcast booh BECAUSE YOU PINPOINT THE BUYER I n a personal interview survey of "top-billing timebuyers" made by the salesmen of a na- tional representative firm 97% of the respondents specified broadcast books as their first reading choice; 95% as their second. How did the non-broadcast magazines fare? Only two votes for first; three for second. Which underscores a cardinal point when buying a business magazine schedule. Put your dollars where they impress read- ers who can do you the most good. Whether you are shooting for $2,000,000 in national spot bill- ing or $200,000 the principle is the same. Sell the men and women who really do the buy- ing. In the world of national spot placement actual "buyers" num- ber fewer than you might think. Perhaps 1500-2000 "buyers" (some with job title, others without) exert a direct buying influence. Another 3000-5000 are involved to a lesser and sometimes imperceptible degree. Unless your national advertis- ing budget is loaded (is yours?) we recommend that you concen- trate exclusively on books that really register with national spot buyers. In this way you avoid the campaign that falls on deaf ears. a service of SPONSOR 64 SPONSOR/22 October 1962 sion). The address is 304 Washing- ton Street. New quarters: The Berkley Agency, Houston-based firm, has formally opened its new office facilities in the 4710 Greeley Building. New v.p.'s: Frederic F. Manely, San Francisco, Charles G. Partington, New York, and John H. Wilson, Jr., Detroit, offices of BBDO . . . Richard J. Newman, formerly ad- vertising manager of Chock Full O'Nuts, at Garfield Advertising Associates, as head of the New York branch . . . Eugene C. Judd at Ted Bates. PEOPLE ON THE MOVE: W. D. Cunningham to account ex- ecutive at MacManus, John &: Adams, New York . . . Steve Witt to account executive at SSC&B . . . Lee Edwards to director of public affairs of Sorin-Hall, Washington . . . Robert W. Allrich to vice presi- dent and account supervisor at John W. Shaw, from v.p. and gen- eral manager of Keyes, Madden & Jones . . . William R. Reder and William H. Buckman to account executives at Shaw . . . Betty Flem- ing and Bert Marcus new to the art department and Edward Puletz to art department manager and super- visor of the art studio at Kudner . Marvin Sloves to director of re- search at Earle Ludgin, from the research department at Leo Bur- nett . . . Leonard Kay to director of media services at George H. Hartman, with responsibility for all media buying and planning. Associations The BPA is getting itself all set for its annual convention in Dallas 28 October. The slate of suggested officers and directors has been announced. Recommended list includes: presi- dent, Dan Bellus, Transcontinent Tv; first vice president, Clark Grant, WOOD-TV, Grand Rapids; second vice president, Caley Aug- ustine, WIIC (TV), Pittsburgh. Also due up for BPA consider- ation: a recommended change in the schedule for the annual On-the- Air Promotion Awards competition for members. The proposed new date for deadline for entries is 15 December, with winners to be an- SP0NS0R/22 October 1962 nounced in February. The Institute of Broadcasting Fi- nancial Management met in Mil- waukee last week for its second an- nual conference. Some of the highlights: • WBC president Donald Mc- Gannon was the luncheon speaker 17 October. • H. W. Cassill, partner in Blackburn & Co., media brokers, discussed "How Much is your Sta- tion Worth?" • "Dollars and Decisions in the Broadcasting Industry" was the topic discussed by Robert C. Hill of Arizona State U. and Walter M. Bury, partner in Ernst 8c Ernst, talked on "How new IRS Depreci- ation Rules Affect Broadcasters." The NAB is protesting FCC threats to fine all four Minneapolis-St. Paul tv stations for alleged viola- tions of the Communications Act. The stations, says the FCC, are liable for $500 fines each for viola- tions of the sponsor identification requirement of the Communication Act. All the violations occurred in connection with a one-minute spot announcement supporting a pro- posed Minneapolis ordinance. Contention of the NAB is that the failure of the stations to identi- fy the sponsor was inadvertent and that under the 1960 amendments to the Act, the Commission's fine- wielding authority was meant to apply only to willful and repeated violations. IRTS suggests that anyone inter- ested in registering for the fall Time Buying and Selling Seminar which kicks off 30 October, do so right away. Registrations are coming in at a record rate, according to Cris Rash- baum, chairman of the Committee. Another IRTS note: along with a 1962-63 membership card, mem- bers get a frameable certificate stating the organization's objec- tives. ^ The annual fall meeting of the Missouri Broadcasters Assn. was held 19 October. Highlights included a speech by Missouri Governor John Dalton, a "shirt-sleeves" discussion of indus- try problems, and talks by sponsor i!itii!ii,:itiiiii:iiiiiii,iilli:::iiii':H:;,i:iii;!iii!'i::!|iiiir:iii;ii ii'i;::iii: iii!ii:,iir:;,:ir':'i:f WHAT ARE YOUR PHOTO REQUIREMENTS? miinHniinniiiiiniiiiiiittiiifiimiimmniiiiiiiniiiiifiiiiiiiiiiiiiiifniiiiiitiimiiinnniiiiiiiiBiii^niini "HADIBUTKNOWN" Vv hen we show a prospective client just a few samples of our publicity photography, he more-than-likely ex- claims, "Hadibutknown!" This puzzles us for a moment but then he con- tinues, nodding with approval. "Such fine photos," he says, "such fair rates ('did you say only $22.50 for 3 pic- tures, $6 each after that?') — and such wonderful service ('one-hour delivery, you say?') — why, had I but known about you I would have called you long ago." Well, next thing he does is set our name down (like Abou Ben Adhem's) to lead all the rest of the photographers on his list. Soon, of course, he calls us for an assignment and from there on in he gets top grade photos and we have another satisfied account. (Here are a few of them: Association of National Adver- tisers — Advertising Federation of America — Bristol-Myers Co. — S. Hurok — Lord & Taylor — New York Philharmonic — Seeing Eye — Visit- ing Nurse Service of New York.) Why don't you call now and have our rep- resentative show you a few samples of our work? BAKALAR-COSMO PHOTOGRAPHERS 111 W. 56th St., N.Y.C. 19 212 CI 6-3476 65 OF THIS RICH AGRICULTURAL AND INDUSTRIAL MARKET wjXk VYR** -TV FOR DOMINANT COVERAGE "•p«»»<»"'«'J»v OF NORTHERN ILLINOIS and -ff0^R SOUTHERN WISCONSIN h-r television, inc. WRBX-TV CHANNEL ROCKFORD J. M. BAISCH Vice Pres. * Gen. Mgr. ixquise . . . Dans Une Atmosphere Elegante RESTAURANT vomN 575 Park Avenue at 63rd St NEW YORK Lunch and Dinner Reservations Michel : TEmpleton 8-64-90 editor John McMillin and Grove Laboratories vice president Regi- nald Testement. The Communications Alumni So- ciety of Syracuse University (CASSU) examined "The Creative Role of the Press in Public Affairs" last week at a New York cocktail- forum gathering. Among the speakers was R. Peter Straus, president of WMCA, New York, and RPI. Appointments: NAB president Le- Roy Collins named nine prominent broadcasters to serve as members of the association's new permanent Committee on Research. The group will work closely with Mel Goldberg, NAB vice president, di- rector of research, and will be the policy-making body of NAB on research matters. Donald H. Mc- Gannon, Westinghouse Broadcast- ing president, will be chairman of the group. Looking forward to: The second annual National Country Music Week, set for 4-10 November in Nashville. This date coincides with WSM's 11th Annual Country Music Festival in Nashville. Kudos: Don Menke, manager of the WFBM stations, Indianapolis, suc- ceeds Jack Douglas, WFIE-TV, Evansville, as president of the In- diana Broadcasters Assn. Tv Stations There's an off-beat project in full swing in Providence, R.I., which will interest other stations. WJAR-TV and WPRO-TV have gotten together and publish, monthly, a program guide called "Merit." The bulletin gives a run ■ down on programs of special in- terest on the two stations, both local and network. It's designed to appeal to discriminating viewers. Ideas at work: • KRON-TV, San Francisco, stole a few sales bases during the world series. On the days of games played at Candlestick Park, the sta- tion invited about 100 agency men, clients and brokers to a studio party to watch the games on color sets and supplied giant pennants 66 and rooter caps, not to mention traditional baseball "snacks." • Milwaukee will see the news almost as it happens on WISN-TV. The station has set up its own film lab for quick processing of news film for on-the-air viewing. • WBTV, Charlotte, presents "Arthur Smith and the Cracker- jacks" to a group of New York agency and advertising executives tomorrow, 23 October, at Basin Street East. The luncheon prom- ises the unbeatable combination of the shuffle beat, ballads, hoedown music and flamenco guitar. Sports notes: Rivalry between San Francisco and Los Angeles con- tinues on KTVU, San Francisco- Oakland, this fall and winter when the station telecasts pro basketball games of the Warriors and Lakers. Sponsors are Schick, Volkswagon, United Vintners-Italian Swiss, Pen- zoil. PEOPLE ON THE MOVE: William O. Tulloch to director of regional sales of WTMJ-TV, Mil- waukee . . . Clyde Davis, formerly assistant director of news at KWTV, Oklahoma City, to the KOA-TV, Denver, news staff . . . Bob Homberg to chief photograph- er of WITI-TV, Milwaukee . . . Charles R. Sanford to assistant news director for WGAN (AM & TV), Portland . . . Bill Carroll, formerly on the tv sales staff at KHQ-TV, Spokane, to radio sales manager of KHQ . . . Rodger H. Bubeck to local account executive at KOB-TV, Albuquerque . . . Gideon Klein to sales manager of KROC-TV, Rochester, Minn . . . Harold Heath to sales manager for WOC-TV, Davenport, la. Kudos: Marciarose, in private life Mrs. Jerome Shestack, producer and hostess of "Concept" and "Speak Up" series on WRCV-TV, Philadelphia, was honored by the Hahnemann Medical College and Hospital of Philadelphia for her tv programing in behalf of medicine, medical education and research WCAU-TV. Philadelphia's series | "Doctor" presenting doctors from the local area discussing their pro- fession, was shown at the Pennsyl- vania State Medical Society Con- vention in Atlantic City. SPONSOR/22 October 1962 I Radio Stations Directors of Quality Radio Group have elected Thomas A. (Al) Bland, vice president and general program manager of Crosley Broadcasting, as president. Bland, who succeeds Scott Mc- Lean, general sales manager of WLW, Cincinnati, before he was transferred to tv sales, heads up programing for all Crosley stations. Other officers: Stanton P. Ket- iler, executive vice president of Storer, vice president; Daniel D. Calibraro, manager of public rela- tions, WGN, Inc., Chicago, secre- tary-treasurer. Radio account executives in Kansas have banded together to form what may be the first association of its kind. K.ARAE (The Kansas Assn. of Radio Account Executives) is de- signed for the communication of ideas on such topics as servicing ac- counts, merchandising, local and national rates and programing. Officers: Merle Blair, KTOP, Topeka, president; Paul Dixson, WREN, Topeka, vice president; Bob Reams, WTBW, lopeka, sec- retai v-tieasurer. To broaden the base of national advertisers using Spanish radio, the National Spanish Language Net- work has decided to underwrite a continual program of further re- search. This was the major decision made at the fall meeting of the Network in Dallas. Stations have set a goal of $10 million in national and regional billings. In other business, Richard Ryan, K.LOK, San Jose-San Francisco, and KGST, Fresno, was elected presi- dent of the group. WMCA, New York, is lending a helping hand to WBAI, the fm sub- scription station in New York forced off the air by transmission difficulty. At the request of the harassed station, WMCA is running three spot announcements a day, gratus, to inform WBAI listeners of the temporary hah in broadcasting. WJR, Detroit, is devoting its pro- graming to complete coverage of the 44th National Automobile Show which began 20 October and runs through 28 October. Since 15 October, five housekeepin' for me October 29-31. Name Million Address City Stale Dale SPONSOR/22 October 1962 69 WANTED TO PURCHASE Supplies and equipment of every type for commercial fishing by prominent firm of ship chandlers. Genoa, Italy (One of thousands of typical export opportunities for American businessmen) The world is your market place. From South America to South Asia there's an immediate need for furniture, construction equip- ment, appliances, aluminum. The list is endless and so are the business opportunities. To help U.S. businessmen take advantage of these opportuni- ties, the U.S. Department of Commerce sponsors specialized Trade Missions to countries throughout the Free World. Each Mission is composed of specialists in particular industries who volunteer to carry abroad hundreds of specific business pro- posals from American manufacturers to their opposite numbers overseas. One Result: A Trade Mission recently helped a Chi- cago manufacturer fill an order to ship a million dollars' worth of goods. The United States Department of Commerce can help stimu- late export trade in many other ways: It can help you find agents abroad, survey your best markets, and exhibit your products at International Trade Fairs and Trade Centers. To find out more about how to get your share of profits in growing world markets, contact the U.S. Department of Com- merce—field offices in 35 major cities. Or write: Secre- _«fjjjl\ tary Luther H. Hodges, U.S. Department of Commerce, Washington 25, D. C. You'll get a prompt reply. •<*•»•* BUILD YOUR BUSINESS BY BUILDING AMERICA'S EXPORTS Published as a public service in cooperation with The Advertising Council and the United States Department of Commerce. 70 SPONSOR/22 October 1962 phony Orchestra. Local tie-in advertising and pro- Imotion campaigns used by these [banks are being publicized by Sev- len Arts as examples for other fi- Inancial institutions which might Ibe interested in the series. Public Service Maxell House Coffee, which spends [most of its budget in the east on |spot tv, has made a hefty buy of public affairs shows on the west [coast. The purchase, via Ogilvy, Ben- Ison 8c Mather, is on KNXT, Los [Angeles. It includes full sponsor- ship of two locally-produced prime- Itime, hour-long documentaries, the [monthly "KNXT Reports" series land alternate weeks of "Viewpoint" land "Los Angeles Reports," two half-hour public affairs series. Additionally a campaign of spot [announcements will be presented [weekdays on the early morning "Odyssey" classroom series. The contract extends through the 1962-63 season. Another substantial multiple public affairs schedule was sold in early September to Chock Full O'Nuts Coffee by WCBS-TV, New York. Public Service in action: • KALL, Salt Lake City, gave a large stack of LP's to Neighborhood House (a welfare home giving care to children of all ages) . The home had asked for help in providing music for their dances. • WCAO, Baltimore, had two doctors standby to answer questions of listeners pertaining to the oral polio vaccine, a project run in con- junction with the City and State Health Departments. • In order to launch the United Fund campaign well, WNAC, Bos- ton, devoted its entire public serv- ice time on 16 October to different phases of the United Fund. The station invited several business lead- ers to be co-hosts with WNAC per- sonalities. • WBTV, Charlotte, has debuted a monthly half-hour public affairs program called "WBTV Reports," modeled after the network series "CBS Reports." Kudos: WHK, Cleveland, has re- ceived commendation for their an- nouncements which aided in bring- ing forth some 3,000 teenagers who canvassed the city and collected over $44,000 for research against Leukemia . . . KGO-TV, San Fran- cisco, received an Award of Merit from Secretary of Labor Willard Win/ lor its 1961-62 "Summer Jobs for Students" campaign, and a 1'ies- idential citation for its "Formula for Fitness" tv series . . . KDWB, Minneapolis-St. Paul, has been named sole recepient of the l!)li2 Hallie Q. Brown Public Service Award in recognition of special efforts on behalf of the Hallie Q. Brown Community House of the Twin Cities. Equipment Distributor sales of tv in August edged over the 500,000 mark for the third month this year and pushed the 1962 sales total to near- ly 3.7 million sets, according to EIA. TV distributors sold 518,451 re- ceivers in August, bringing the year-to-date total to 3,692,017 against 3,366,805 sold in the Janu- ary-August period last year. August was 1962's fourth best month for distributor sales of ra- dios. A total of 848,881 sets were sold and the year's total of 6,570,544 remained ahead of the 6,023,224 sold in the same period last year. Nappy Birthday: The electronic "eye" that led to today's liigliK sen- sitive iv cameras is celebrating its 25th anniversary. The Eorerunnei of the present image orthicon was lust developed by Dr. Albert Rose of RCA. Station Transactions Pending FCC approval, WCCB-TV, Montgomery, will change hands. Purchasers are a group of local businessmen headed by Tine W. Davis, executive vice president ol Winn-Dixie stores, and Aaron Aronov, realtor-land developer. KRIZ, Phoenix, has been sold for $500,000. The station's ownership changes from Radio Denver to Shamrock Broadcasters, a new corporation headed by Frank Flynn. Flynn recently was general man- ager and part owner of KYOS, Mer- ced, Calif. Sale was handled by Hamilton- Landis &: Associates. KEYE, Perryton, Tex., has been sold by Great Plains Broadcasting, to Radio Perryton. The buying corporation is head- ed by Frank Junell of Lubbock, who also has interests in other West Texas radio properties. Total consideration was $160.00(1. Negotiations were handled by Hamilton-Landis. ^ chock our "ratings,'* too, before buying' or selling a broadcast property Join the hundreds of satisfied clients who have benefited from Blackburn's 7'otal V iew of all media. Our analysis of the ever-changing market puts all of the facts — pro as well as con — in proper perspective. BLACKBURN & Company, Inc. RADIO • TV • CATV • NEWSPAPER BROKERS NEGOTIATIONS ' FINANCING • APPRAISALS WASH., D. C. lames W. Blackburn lack V. Harvey loscph M. Sitrick RCA Building FEderal 3-9270 CHICAGO H. W. Cassill William B. Ryan Hub Jackson 333 N. Michigan Ave. Chicago. Illinois Financial 6-6460 ATLANTA Clifford B Marshall Stanley Whitaker |ohn C Williams Gerard F. Hurley 1102 Healev Bldg. lAckson 5-1576 BEVERLY HILLS Colin M. Selph C. Bennett Larson Bank of America Bldg. 9-165 Wilshire Blvd. Beverly Hills, Calif. CRcstvicw 4-8151 SPONSOR/22 October 1962 71 'SELLER'S VIEWPOINT By Perry S. Ury General sales manager WGMS, Washington, D. C. Capital's market for high-brow music With an increased emphasis in the current administration on culture and the arts, it is natural that in the very seat of govern- ment, Washington, D. C, there would be a growing interest in classical music as an entertainment source. Additionally, the climate of business today requires a close liaison between corporations and government and in this area, too, classical music is playing a very important role. Finally, the divi- sion of this market into an official and unofficial Washington stimu- lates two separate raison d'etres for broadcast media. First, let us consider the in- creased Washington interest in the arts over the past two years. Sub- scriptions to our classical music program guide have been increas- ing as have our shares of audience, attesting to this growing interest in things cultural. Washington pro- vides a potpourri of entertainment sources upon which the culture- oriented radio station can draw. WGMS, Washington, D. C, for example originates most of the broadcasts of the National Sym- phony Orchestra directly from Constitution Hall; all of the Li- brary of Congress music series, fea- turing the Budapest String Quar- tet; all of the National Gallery of Art concerts, as well as concert se- ries from the Corcoran Gallery and the Pan American Union. Even the youngsters get early exposure to the classics via the National Symphony "Tiny Tots," concerts for children three to seven years old. We once sponsored an unusual promotion for a "classical" opera- tion. The "Happy Birthday Bee- thoven Club" was its name, and drivers with "Beethoven" bumper stickers honked at each other. The relationships between gov- ernment and business today have led to a new emphasis on corpor- ate advertising in the Washington market. Here, the advertiser "talks" via radio not only to the general public but to legislators, the de- fense establishment, and the other government agencies that directly affect his business. Recognizing the importance of such a media usage are the General Dynamics Corporation, General Telephone and Electronics, the Marquardt Corporation, Melpar, Inc., and the Anderson Company. While any Washington radio station can benefit from this "accident" of Perry S. Ury, who is the dynamo and general manager of cultural leader station WGMS, joined their staff as sales manager in 1958. Previously he had been president of a transit advertising firm in Allentown, Pa., and with WGPA in Bethlehem, Pa. He is a graduate of C.C.N.Y., New York. Here, he de- scribes the new cultural climate in Washington which emanates from the administration. geography, research has clearly es- tablished the greater appeal of the classical music format among of- ficial Washington. This division of Washington into official and unofficial segments has a definite affect on station pro- graming as well as on advertiser interest. An example of this dif- ference was reflected in the recent Ted Kennedy-Ed McCormack de- bate held in Boston. It was car- ried "live" to Washington via WGMS which took the feed from its sister RKO General station, WNAC in Boston. The reason lies in the uniqueness of the Washing- ton market. While the Washing- ton general public may have had little or no interest (apart from normal curiosity) in the debates, official Washington, especially the members of Congress, had consid- erable interest in this closely con- tested Massachusetts primary for the senatorial nomination from that state. Such an interest did not exist in other cities. Later however, the debates received wide mention in all news media. Apart from the aforementioned peculiarities of the market, it must be noted that Washington ranks third in the nation on the basis of household income. Fur- thermore, suburban growth in Washington, like that in many other cities, tends to relate itself to income levels. In other words, if advertising is not directed to- wards upper income homes, entire geographic areas can be excluded from effective advertising pres- sure. This is particularly true in Washington, where downtown Washington's income level con- trasts sharply with the income level of homes situated in the Maryland and Virginia suburbs. Obviously, the radio tastes of these two areas vary greatly, and complete market coverage can be achieved only by media which will appeal not only to the lower class and lower mid- dle class groups' tastes but to the taste of the affluent Washington suburbanites as well. The characteristics which I have described present the picture of a unique market, providing unique possibilities for entertainment and advertising via a classical music radio format. ^ 72 SPONSOR/22 October 1962 RAHALL RADIO STATIONS SPOT-SCOPE Significant news, trends, buys in national spot tv and radio Major-market spot tv figures heavily in the new-image campaign for Pharmacol Chooz (Aver). Reason lor the special push: a new package which accents the medical role of the product. The company has been somewhat disturbed at the degree of consumer identification for Chooz as a confection and this new image emphasis precedes an imminent swing to national distribution. Never a very big spender, Chooz is, however, the strongest Pharmaco spot tv spender ($24,830 last year) and a traditional old standby of the medium. Now, with this special promotion, top stations can expect to exact at least a few extra dollars from the medicated chewing gum. West Coast radio reps are reportedly not too happy about the imminent departure of Morton House Kitchens from Guild, Bascom & Bonfigli, San Francisco, to Bozell & Jacobs, Omaha. GB&B has had the account, which bills half a million dollars, the past 13 months, putting the company's entire budget into a massive spot radio campaign. The agency switch, which takes effect 1 December, may affect media habits. Sunkist Growers are switching to daytime spot tv for the 1962-63 fresh lemon promotion handled by Leo Burnett, Chicago. Initial thrust will be a 10-week test drive aimed at children, which will run from early January to mid-March in Portland, Detroit, Hartford, Omaha, and Dallas. The coming year's orange budget has been increased substantially over last year's outlay, with a 1962-63 total of $2,240 being administered by Foote, Cone &: Belding of Los Angeles. General Cigar (Y&R) is doing a test in the midwest in behalf of its William Penn brand via radio. The brand has gone back to a nickel from six cents and apparently the manufacturer wants to find out the degree of radio's effectiveness in planting the news. For details of other spot activity last week see items below. SPOT TV BUYS Eastman Kodak has finalized its Christmas gift campaign in spot. The firm is going into the top 30 markets with eight prime 20's and six nighttime fringe minutes daily, seven days a week. With schedules running from 25 November to 22 December it brings total spots to 392 per market. Agency is JWT. KNOWN for the company they keep in Prestige Advertisers! KNOWN .... for community Public Service! No. 1 RADIO Tampa -St. Petersburg, Florida Sam Rahall, Manager No. 1 RADIO Allentown-Bethlehem- Easton, Pennsylvania "Oggie" Davies, Manager No. 1 RADIO Beckley, West Virginia Tony Gonzales, Manager No. 1 RADIO Norristown-Philadelphia Area John Banzhoff, Manager above stations represented nationally by H-R . . . New York also WQTY our station coming up fast in JACKSONVILLE, Florida National Rep., The Boiling Co. N. Joe Rahall, President "Oggie" Davies, Cen. Manager SPONSOR/22 October 1962 7:i 'SPONSOR President and Publisher Norman R. Clenn Executive Vice President Bernard Piatt Secretary-Treasurer Elaine Couper Glenn EDITORIAL DEPARTMENT Editor John E. McMillin News Editor Ben Bodec Managing Editor Mary Lou Ponsell Senior Editor Jo Ranson Chicago Manager Gwen Smart Assistant News Editor Heyward Ehrlich Associate Editors Mrs. Ruth S. Frank Jane Pollak William J. McCuttie Barbara Love Art Editor Maury Kurtz Production Editor Mrs. Lenore Roland Editorial Research Cathy Spencer Special Projects Editor Davia Wisely ADVERTISING General Sales Manager Willard L. Dougherty Southern Sales Manager Herbert M. Martin, Jr. Western Manager John E. Pearson Northeast Sales Manager Edward J. Connor Production Manager Leonice K. Mertz Sales Service Secretary Bette Solomon CIRCULATION Manager Jack Rayman John J. Kelly Mrs. Lydia Martinez Sandra Abramowitz Mrs. Lillian Berkof ADMINISTRATIVE Business Manager C. II . Barrie Assistant to the Publisher Charles Nash Accounting Mrs. Syd Guttman Reader Service Dorothy Van Leuven General Services George Becker Madeline Camarda Michael Crocco Rose Alexander Staff 'SPOT-SCOPE Continued Colgate-Palmolive is buying for Baggies, its new household wrap. The account is handled out of Street & Finney. Procter & Gamble is looking for day and night minutes to promote its new all-purpose detergent Thrill. Dancer-Fitzgerald-Sample is the agency. Tillie Lewis Foods is involved in a year-end campaign for its Anderson Soups. West coast stations in Los Angeles, San Diego and San Francisco- Oakland are carrying schedules through 17 November. Agency is Beau- mont, Hohman & Durstine, San Francisco. National Biscuit is kicking off today in a host of markets on behalf of the Cream of Wheat Division. Schedules are all minutes, both daytime and early fringe and the campaign is for nine weeks. The buy was made out of Ted Bates and Ken Caffrey is the contact. Pharmacraft Laboratories is back on the buying line for Coldene. The account is lining up 10-second spots in both prime and fringe time for the lengthy promotion which it launches next week, 29 October. It will run through 3 March. Agency: Papert, Koenig, Lois. Buyer: Carole Lewis. SPOT RADIO BUYS Dr. Pepper Bottling Co. has launched a special radio spot drive on the West coast. The campaign will continue through the first week in December. Schedules were placed out of Grant Advertising. Bristol-Myers last week kicked off a nine-week campaign for its Minit Rub. The activity centers around the top 30 markets. Schedules call for morning drive time and afternoon drive time minutes. DCS&S is the agency. Larry Reynolds is the buyer. Ironized Yeast (Sterling Drug) has a spot campaign going in some 14 markets scattered throughout the West Coast, South, and mid-West. Minutes are being used at the rate of 5 to 10 per week. Starting date for the flights which are scheduled to run 13-weeks, was 17 September. The agency: Thompson-Koch. Donald Lumsden is the buyer. S&H Green Stamps is launching a heavy spot push in selected markets. The campaign which is scheduled to get off the ground today, will run three weeks in some areas and four in others. Minute ET's will be used. Brian Barry is doing the buying out of SSC&B, New York. Vicks Cough Drops has issued a call for avails for a 10-week campaign scheduled to kick-off 12 November. Plans for the flights call for a heavy usage of minutes— 10 to 20 or more spots per week— in most areas. Agency is Morse International. The buyer: Mary Ellen Clarke. Old Briar Pipe Tobacco broke an eight-week push 21 October. Traffic minutes, at the rate of 5 per week, are being used. The agency: DCS&S. The buyer: Norm Ziegler. 74 SPONSOR/22 October 1962 IN RADIO'S WONDERFUL WORLD Broadcast With The Fidelity Of Direct FM What makes the listener turn the dial to your FM station? Quality. And quality alone. Programming at such levels virtually demands highest fidelity transmission. To achieve such standards the unquestioned choice of knowledgeable FM stations is RCA's unmatched Direct FM Transmitter. This system is easiest to tune and holds its adjustment best. Whatever the power class, you are assured minimum dis- tortion and wide frequency response. Such performance is the happy result of RCA's long background of pioneering and achievement in the wonderful world of radio. RCA designs and builds its complete line of transmitters to accommodate stereophonic signals and an SCA multi- plex subchannel. For complete technical details on any of RCA*s Direct FM transmitters, see your RCA Broadcast Representative. Or, write: RCA Broadcast and Television Equipment, Dept. ND-264, Building 15-5, Camden. N. J. The Most Trusted Name in Radio 5 Kw 10 Kw 20 Kv NOW ON WMAL-TV A NEW CONCEPT IN LATE NIGHT PROGRAMMING! Audience-tested ONE HOUR action, adventure, mystery SHOWS Plus Hollywood's FINEST FIRST-RUN FEATURE FILMS, and BROADWAY'S FINEST PLAYS THUR. 11:30 P.M. ANKPRES RADISE IF FRI. 11:30 P.M. i SAT. 11:15 P.M. "Mogambo," "Don't Go Near the Water," "Summer Stock," "Bhowani Junction," I "Above and Beyond," etc. wmal-tv Washington, D. C. Evening Star Broadcasting Company represented by H-R Television, Inc. PART 2 SPONSOR / 22 OCTOBER 1962 oi me v.s. and directory of Negro-appeal radio stations I the MEMPHIS MARKET | has WO EARS £>IA ALONE REACHES I the THERONE! MEMPHIS' 50,000 THE BOuInG COMPAQ OF THE MEMPHIS AREA IS NEGRO WITH AN ANNUAL INCOME OF OVER A BILLION DOLLARS! WDIA COVERS THE LARGEST SINGLE NEGRO MARKET IN THE U. S. TOP-RATED 12 STRAIGHT YEARS OTHER NEGRO-PROGRAMMED SONDERLING STATIONS IN CHICAGO WOPA • IN SAN FRANCISCO-OAKLAND BAY AREA KDIA First' on Chicago's West Side First" in San Francisco-Oakland Bay Area NEGRO HOOPER 1961 NEGRO PULSE 1962 CONTINENTAL BROADCASTING GROUP AMERICA'S MOST EXPERIENCED NEGRO RADIO STATIONS MILLION NEGROS IN THE THREE TOP MARKETS IN THE U.S.A. NEW YORK, WNJR LOS ANGELES, KDAY CHICAGO, WBEE AND NORFOLK, WRAP INDIANAPOLIS, WGEE REPRESENTED NATIONALLY BY CONTINENTAL BROADCASTING NEW YORK ... LOS ANGELES. . . CHICAGO mm® Now Greater than ever! ' 4» 0 a *7 MIGHT 0 ..• lib POWB^ NOW 5-ooo watts/ W/BB the 4 Im>. > "'III/ no» b'anlefs Macon _i ^ ■** excuse ^J^ jamming M«r„ • Pr°- a- Macon s oer t, -i 46% NEGRO POPULATION « ''HI I ■r 4 I Macon s and MiddlP r most powerful f„J ®eor9'Vs Hon." "' ,ndePendent sta. '///If' '"'II (Group discount allowed for purchase of both stations 5%) Bernard Howard & Co. — National Dora-Clayton Agency — Southeast SPONSOR NEGRO ISSUE 22 OCTOBER 1962 'SPONSOR'S 1962 IEGRO MARKETS Ol the U.S. and directory of Negro-appeal stations 1963's Opportunity: $27 buiwn spending Radio Directory: Market-by-market m of force of Negro consumer is uncommitted; huge market is waiting to be tapped P. 7 TV BreakthrOUgh: Advertisers and net- works, plus local stations, make strong move into Negro viewing with commercials and pro- grams; all-Negro tv station goes on air P. 10 NeW I dCtlCS: Agency and client planners find a special approach pays off in marketing and advertising; reasone lie deep within social and personal attitudes of Negro P. 13 Picture ReVieW: Pix around the USA re- veal how Negro stations are building, holding and selling their audience, with unique blend of service ir showmanship P. 16 Negro-appeal radio stations; full details of State & market population; station management and programing breakdoams P. 22 KeSearCn AldS: Important new studies are giving the hard facts on Negro listening and buying patterns; review of major studies now available to agencies and clients P. 48 VffOmdn S Market: Negro housewife plays a dominant role in market: successful selling in- volves use of Negro female personalities plus deep penetration by Negro media P. 49 Market BaSICS: Top national advertisers using Negro-appeal radio, p. 12; magazine cir- culation v. radio's reach, p. 14; Negro and white family food buying patterns P. 47 llllllllllllllllllllli!^ Publisher, Norman R. Glenn; executive vice president, Bernard Piatt; editor, John E. McMillin; project editor, David G. Wisely; general sales manager, Willard L. Dougherty; art director, Maury Kurtz. SPONSOR NEGRO ISSUE 22 OCTOBER 1962 eg > PS u o 9 Oh en O "Sow « CO g II S3 * § •£? O O •)=. r^ Q ^ £ s .2 bbS •fH 0 fH S 0)# ^!? 43 , -^ Rounsaville Radio reaches a million-plus Negro market (During 1962, going full time with 5,000 watts.) m ■ | —-"•.-LOUISVILLE 5,000 Watts, 1350 Kc. 1 f ' WVOL-NASHVILLE 5,000 Watts, full time; 1470 Kc. - w Wk (During 1962, going 10,000 Watts.) • m. 5,000 Watts, 1150 Kc. ~ rated first by Pulse & Hooper... rated most effective by Sales Results! Rounsaville Radio, rated First by Pulse and Hooper, has sales results that prove that it is a dominant force in Negro buying. These Rounsaville stations are programmed specifically to this million plus Negro buying market covered by 5 powerful stations. Call or write today for more facts including our mer- chandising plans to back your schedule. ROUNSAVILLE RADIO STATIONS 3220 Peachtree Road, N. E. / Atlanta 5, Georgia Telephone: 231-3000 / Area Code 404 ASK ANY OF THE HUNDREDS OF CLIENTS ABOUT ROUNSAVILLE RESULTS! American Snuff Co. American Tobacco Co. Anheuser-Busch B. C. Remedy Company Borden Company Bristol-Myers Brown & Williamson Tobacco Carling Brewing Co. Carnation Company Chattanooga Medicine Co. Coca-Cola Company Colgate-Palmolive Co. Cook Chemical Co. Creomulsion Company Falstaff Brewing Co. Ford Motor Company General Foods Corp. Gillette Company Grove Laboratories Gulf Oil Corporation Humble Oil & Refining Co. Interstate Bakeries Keystone Laboratories Kraft Foods Liggett & Myers Tobacco Co. P. Lorillard Company Mentholatum Co. Miller Brewing Co. Monticello Drug Co. National Brewing Co. Nestle Co. Norwich Pharmacal Co. Pabst Brewing Co. Pepsi Cola Pet Milk Company Pharmaco, Inc. Philip Morris, Inc. Pillsbury Co. Lydia E. Pinkham Procter & Gamble Purex Corp. R. J. Reynolds Tobacco Co. Royal Crown Corp. Jos. Schlitz Brewing Co. Sealtest Foods Seven-Up Co. Southern Bell Tel. & Tel. Co. Southern Bakeries S.S.S. Company J. Strickland Co. Swift & Company Tenneco Oil Company United Vintners U. S. Borax & Chemical Co. Ward Baking Co. Wiedemann Brewing Co. ROBERT W. ROUNSAVILLE Owner-President GILL-PERNA, INC. National Representatives RALPH B. JOHNSON Vice President and National Sales Manager SPONSOR NEGRO ISSUE 22 octobkr 1962 'SPONSOR 22 OCTOBER 1962 The 1963 marketing opportunity Negro consumers' $27 billion is an uncommitted force in hardening battle to boost national sales "I could have become President. I needed only five per ant more votes in the Negro areas. I could have gotten them il I had campaigned harder." That's how Richard Nixon earlier this year crystallized the lesson of history's closest presidential race. It's a meaningful lesson not only for politicians, but for marketers and advertising strategists. Reason: the Negro today is the last big uncommitted force in the battle for the consumer dollar. His S27 billion in- come is new wealth; it is spent generously, Inn where it will gain the most value. There are 19 million of these new buyers today, and in major markets across the nation they can now force the SPONSOR NEGRO ISSUE 22 OCTOBER 1962 outright success or failure of mass marketing campaigns. No other distinct section of the American population is so large, rich, and physically concentrated. Because of inbuilt social attitudes, no other section is so deaf to gen- eral advertising appeals — or so re- sponsive to special invitation. And nowhere else are there special me- dia with such complete control of their audience. Negro-appeal broad- casters, in radio-tv, and Negro- oriented print channels, demon- strably exercise great influence over their listeners and readers. From a marketing and an advertising viewpoint, sponsor editors con- clude— in this 11th annual fact- book — that the Negro market con- stitutes the great challenge and op- portunity of 1963. Among the supporting reasons for this view are: — • Shift in population. Migra- tion from South to North in the last 50 years has been one of the biggest population changes in re- cent world history. • Rising income. Negro family income has doubled in the last 20 years. The birth of a Negro mid- dle class is important: its spending has not become diffuse, but con- centrates new money on a few brand-leaders. At $20 billion this year, Negro income will reach $27 billion in 1965. • Growth of media, Mass media (possibly excepting tv) hit far few- er Negroes than are present in the national sample. Specialized media, in contrast, have an almost com- pletely unduplicated audience. They not only reach more Negroes in total, but also are more cost- efficient. However, these national trends do not tell the full story. In pop- ulation, for example, it's not enough to know that the Negro is 10% of overall total. In most of America's biggest cities, he repre- sents 25% of total population. The national average income of Negro families, though it's in- creased rapidly, is little more than half the white median. Yet it reaches 80% of parity in key mar- kets such as Chicago, Detroit, Los Angeles, New York, Washington and San Francisco. (And in a few communities, reportedly including Saginaw, Mich, and Johnstown, Pa. it exceeds the white family av- erage.) Disposable income is higher than the white family average. Negroes generally have lower fixed costs, such as rent and insurance. They also spend more on and in their homes, and less on public enter- tainment. Buying patterns are sharply dif- ferent. The Negro housewife buys food and clothing for more peo- ple (4.4 members of family, against white average 3.6) . Her food bill is up to 12% higher than the white family's; some of her staple purchases (milk, cream, Wm m soap, cereals) are from 70% to 100% higher. Physical concentra- tion is high. Of the entire non- Southern Negro population, more than three-quarters is concentrated in a dozen cities. This can mean life or death for products that are high in urban sales. (In New York, for example, Rheingold beer is tops with white consumers; no longer is with Negroes. Result: brand is well down in overall metro sales.) The weight of the Negro dollar is felt most keenly when it's with- drawn. Philadelphia's boycott, or "selective patronage," has been a blow to several oil companies; a bakery; an ice-cream manufacturer. But when a Boston brewer adds Negro salesmen, his gross rises 19% in the first year. Humble Oil (Esso) is a leader in the Negro field (the company seeks out Ne- gro service station operators) ; Car- nation Milk is fighting the com- petition with promotion in every media channel that reaches Ne- groes. A huge and growing number of national advertisers recognize the importance of the Negro market. (For a partial listing, sec page 12). But even among those who appre- ciate its physical si/e, there are many who refuse to believe in the Negro as a "special market." Their argument is that income alone makes the difference between while and nonwhite consumers. The counter-argument is simply that differences do exist. Negroes spend more than similar whites. They spend a great deal more in certain product areas. And in his search for equality, the Negro re- sponds to quality (he buys 40% of all Scotch whiskey; spends 70% more on shoes.) To deny there is a special market means denying a lact of life: that the Negro is not integrated. He shows no sign of losing his identity (unlike other ethnic groups). He carries it with him loi life, in his skin color. Rightl) <>i wrongly, he believes the white community forces his iden- tity upon him. John Johnson, president ol John- son Publications (Ebony, Tan, Jet etc.), and one- ol the lew Negro millionaires, sa\s "White people won't let me be just as American. The) make me live — and buy — as a Negro." Haive\ Russell, vice-president of Pepsi-Cola, sa\s "Being a Negro is a stale ol mind." Against com- ments like these (chosen deliber- ately from Negroes who have at- tained success and recognition) it's difficult to maintain that the Ne- gro market is not a special case. Many advertising tacticians still claim, it pressed, that general me- dia will reach the Negro consumer. Fact is, they don't. Most national magazines have less than three per- cent Negro readership (see box- score, page 14). Only two cities, (Please turn to page 46) New affluence. Buyers are not only hep to quality but, as income grows, become selective in terms of company image. Recent poll had one-third of Negroes naming 12 or more companies they thought favorably disposed — and more that were not. In auto industry, Ford line is moving fast, partly be- cause of publicized employment prac- tices and also because many buyers as- sociate Ford with Foundation philan- thropies that benefit Negroes SPONSOR NEGRO ISSUE 22 OCTOBER 1962 Negro-appeal tv? Activity this year Breakthrough in tv alerts advertisers iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiii Spot campaigns under way; pace-setting in commercials & programs Television will be used this year to sell the Negro market. Past few months have seen strong activ- ity by advertisers, network plan- ners, program packagers and local station management. What emerges is a move forward, on several levels simultaneously, into Negro-orient- ed tv broadcasting. Among the more significant steps are: • A national, network campaign by Gillette blades, with commer- cials embodying Negro models. • Agency interest in pilots and completed programs, designed for Negro appeal. • Addition of Negro newscasters to ABC's network lineup. • A multiple-market campaign by Pharmaco cosmetics, using Ne- gro program material and all-Ne- gro commercials. • Opening next month of the nation's first Negro-appeal tv sta- tion, in Washington, D. C. These and other current projects add up to a strong trend, touching all dimensions of commercial tv. What's interesting and requires ex- planation is that the cards should be falling together at the start of the 1963 season. The timing is ripe, if admen's reaction is a gauge. When news of now its Pepsi-rot* those m " :.- Any dgci-3.*; /-;»; j;t —jKOph art mre aitits. dwttg judsv fiv^s t -v* bnaag, cie#r.tsstix£ Pspsl. 1ht»k Print ads using Negro models have been outstanding success in the special- ized magazines, such as Ebony * generous inisjsion of slik adds lustre and luxury to Eagle _ _ mpgrteji shariafcifl worsted. Hand -fashioned in new Fan I Ya*>M/&- teaves and shades, including Gentry Gr?y, La Sea's :AfiU ClOTHtS. IHC. !!0? BROAtTAAY, NP» T0GK 19 Br. Aim MeH»Brae: (Uflnrf.a; Sm*<«», CM*. SJL Changeover from print to tv is made by male model Gene Romeo, here, and in Gillette commercial (top right) First tv Commercial using Negro models solely is part of $100,000 tv campaign launched by Pharmaco cosmetics. Dee Simmons, using Artra cream 10 SPONSOR NEGRO ISSUE 22 OCTOBER 1962 may develop into big broadcast trend New spots for Pharmaco came from liner agencies: admen Schaefer and Hughes checlied scripts beforehand Gi]i2tte (annnei c ial opens in subway, with Negro models appearing as "a natural pail <>\ the crowd scene" Washington Station programed for Negroes: United vp John Panagos (I) signs Lionel Hampton; White House attache Andrew Hatcher joins in BE SURE THE NEW SET YOU BUY RECEIVES WOOK-TV CHANNEL 14 UHF Newscaster Malvin Goode joins ABC m i.rork, covering UN sessions Uhf conversion is first problem for Negro-appeal Washington outlet ilit' Gillette production broke last month, for example, the national press— led by the New York limes —played up the stor) like the open ing night ol Green Pastures. Publicity, though welcome, was also slightly embarrassing to Gil- leite. Down in Boston, the com- pany's ad v.p., Craig Smith, tried to dampen enthusiastic curiositj with a cold done he of tact. Gillette is not trying to sell Ne- groes, per se, Smith kept repeating. Negro models are not featured in the one commercial which aroused SO much attention. (See picture, opposite) . The models, Joyce (ones and Gene Romeo, are in the back- ground of a scene depicting the in- side of a New York subway car. Having established the scene, the commercial then glides away into a routine-type Gillette pitch: exit Jones and Romeo. "This is a crowded scene in a large city," Smith explains. "It's entirely natural there should be some Negroes in the crowd . . . it's the most natural thing in the world." (Gillette has, of course, used Ne- gro sports stars in several recent t\ seasons, usually within sports cov- erage. And it was precisely the fact that the new commercial uses Ne- groes who are not personalities which attracted so much attention.) "The company has had abso- lutely no adverse reactions to an\ ol its earlier commercials," Smith told sponsor. The uncoming cam paign is not aimed at Negroes. Even if it unexpectedly, does pro- duce a sales result in the Negro market, it's unlikely that Gillette will make a more direct pilch next season since "the network is not the place for a specialized ap- proach." There's no doubt that tv can sell this market, however— at least to Pharmaco's ad manager, Alan B. Cowley. His company is backing this belief with a $100,000 large- scale test campaign this season. Pharmaco markets Keen-A-M mi gum. Artra Skin lone Cream and Sulphur S. and this season also has several new cosmetic products. The SPONSOR NEGRO ISSUE • 22 OCTOBER 1962 11 line is getting tv exposure in six markets: New York, Washington, D. C, Charleston, Augusta and Macon. The vehicle is a half-hour pro- gram borrowed from a proven for- mula in Negro-appeal radio— gos- pel music. Program is one of sev- eral created by independent pack- agers this year, with Negro view- ing in mind. "We wanted to get into tv," Cowley reports, "and this program came to our notice at the right mo- ment." Pharmaco already had in- teresting results from tv test com- mercials, done live on local stations in the South, and also had experi- mented with filmed commercials, using Negro models, and screened in Negro-patronized cinema houses. These partial successes encour- aged Cowley and ad v. p. Alan Brown to buy a program and time (i/9-hour, Sunday mornings) and create eight new tv commercials, using Negro models solely. The commercials follow normal cos- metic approach (luxury; physical appeal) and were created through three agencies: N. W. Ayer, Kastor Hilton, and Tucker Wayne (At- lanta) . The responsible agency ex- ecutives are Thomas C. Sweitzer, Henry Kornhauser, and Robert E. Schaefer. Pharmacol six-market campaign began this month, and continues for 13 weeks. If successful, they're prepared to spend a further .1500,- 000 to buy 16 more markets in Jan- uary. This venture in tv complements Pharmaco activity in Negro-appeal radio, of which it is one of the big- gest and longest-standing clients. Radio budget is currently around $500,000; Alan Cowley publicly states Negro-appeal radio has done a magnificent job for his company, and that none of the projected tv expenditure is coming out of radio funds. Success of the campaign could undoubtedly lead to emulation. One of the questions which has yet to be answered is whether the gos- pel program will attract the young- er Negro audience which, presum- ably, is Pharmaco's biggest cus- iiiiiiiiiiiiiiiiiiiiiiM | Spot Checklist of | | Major Advertisers American Tobacco American Home Products Anheuser-Busch | P. Ballantine & Sons ' | Brown & Williamson Bristol-Myers Carnation Milk Carling Brewing Colgate-Palmolive Comet Rice Mills Continental Baking The Ford Company Foremost Dairies Gallo Winery General Baking General Electric Appliances General Foods | Gillette Glenbrook Laboratories Grove Laboratories Gulf Oil Hormel Meats Italian Swiss Colony Wine Hulman & Company Kraft Foods Liggett & Myers Miller Brewing C. F. Mueller National Toilet Oscar Meyer Meats Pet Milk Park and Tilford Pharmaco Procter & Gamble Lydia E. Pinkham | Quaker Oats River Brand Rice R. J. Reynolds Schlitz Brewing Sinclair Refining I S. S. S. Company | J. Strickland Stanback Company Ward Baking Whitehall Pharmacal These national advertisers are among those currently using schedules on Negro-appeal radio stations. Source: Bernard Howard Co.; Daren McGavren Co.; Sponsor questionnaires. tomer. And the combination of Negro programing and Negro com- mercials cut into such completely new ground that no comparative experience is available. (Several other companies have used Negroes in spot commercials, but on a very limited basis, and mostly with personalities. One in- stance in which Negro celebrities gave sales pitches on a sponsored tv show was with singers Lonnie Sattin and Barbara McNair, on Schaefer beer's Family Circle, shown only in New York.) It's been suggested that a client might do better with a dual-ap- proach show featuring a Negro personality a la Belafonte. But apart from the difficulty of getting a commercial message across to both races, there's the problem that few Negro entertainers of star stature are equally popular with the Negro as well as with white. (One of the exceptions is, report- edly, Nat King Cole.) So it looks as if Negro tv will have to be cracked with program- ing built specifically for the mar- ket. If the show happens to pick up white viewers as well, so much the better. Meantime, the 1963 season be- gins with unusual activity on the programing front, as well as tv ad commercial production. One of the notable landmarks is ABC's ad- dition of Negro newscaster Malvin R. Goode to its network staff. Goode is now at work with the United Nations unit, collaborating with John MacVane. His appear- ances are thus irregular, although he has already had network ex- posure several times within one week, reporting on the opening of the session in September. Mai Goode had more than 13 years experience in news broad- casting before joining ABC. Since 1949, when he started with a 15- minute radio news program for Pittsburgh's KQV, his career has embraced both radio and tv at sta- tions through the eastern U. S. His morning and afternoon news with WHOD at Homestead, Pa., became one of the area's highest- (Please turn to page 14) 12 SPONSOR NEGRO ISSUE • 22 October 1962 Does the Negro need a special ad approach? Many advertisers believe not. "General media reach every- body," argues a large tire manu- facturer. Others see a danger: "We may alienate our white customers." For a client who runs scared, there's no help. "Fear is an un- answerable argument," admits Jack Davis, sales v. p. at leading rep Ber- nard Howard. But to market con- sultant Parke Gibson, this is a con- cern only if the campaign may touch someone's way of life. "Mar- keting a toothpaste is not the same as inviting a Negro to come to a fashionable hotel. . . ." The point may be subjective, but its objective fact is that general media do not reach Negroes. (See charts, page 15) . And the Negro is seldom included in general media advertisements. Both flaws have been remedied by Pepsi-Cola, in outstanding cam- paigns directed by special market v.p. Harvey Russell. Pepsi's print ads featuring young Negro models (page 10) are checked highest-read by Starch; Russell also insists on using media channels that speak directly to Negroes. In a confidential report, Russell said recently: "Negro radio, in gen- eral, appeals to Negro masses and to youth. These are the big vol- ume consumers . . . use Negro ra- dio personalities, who are widely popular in their community." Pep- si took the point: makes radio a frontline soldier in the battle to regain its dominance of the 300 million-case Negro soft drink mar- ket. Russell and Gibson agree that the Negro needs a special approach because (says Gibson) "Unlike other groups, the Negro remains a Negro despite his position, income and achievement. Effective adver- tising must be believable and real- istic in terms of his experience and his comprehension." Madison Avenue has been slow to catch on: most moves toward the Negro market have come from the client company. Only one ma (Please turn to page 50) New tactic is pinpointed on special needs New field in auto, tb&a, tobacco sales is developed by 1). Parke Gibson out of knowledge of "Negro needs and desires" Blue-chip accounts at BBDirO agency are led into expanding Negro market by Clarence Holte {center), head of ethnic marketing division. Holte believes that ads which accent quality will touch Negroes' "effort to show evidence <>i equality" Ad goals for Pepsi include recapturing the huge Ne- gro market. It can only I"' done, says vp Harvey Rus sell, by "special invitation" lo Negroes, who me not exposed to general media and who are not included in most general ads. 13 BREAKTHROUGH IN TV (Continued from page 12) rated shows, and Goode later lent reporting strength to WTAE, Pitts- burgh. Network coverage at UN will keep Goode busy until mid-'63. When the UN session ends, ABC's use of him in general news cover- age will be watched with interest. At the net, plans for other Negro air staff are under consideration. (Goode's appointment, at age 54, caused some heartburning among qualified, younger Negro news- men who had been in the run- ning.) If Jim Hagerty's experience is typical, there's no shortage of Ne- gro tv talent, in news as well as en- tertainment. But there certainly is a scarcity of Negro-appeal tv pro- graming. This could be an aca- demic concern, but it's emerged as a concrete problem for Richard Eaton, who is putting the first Ne- gro-appeal tv station on air next month. After a profitable career in Ne- gro radio (United Broadcasting) , Eaton's group is coupling a tv out- let with its Washington flagship, WOOK. The new station, WOOK- TV, covers the fifth-largest Negro metropolitan market (411,737), and the nation's leader in percent- age of Negro inhabitants (53.9) . Washington also has the richest and best-educated Negro popula- tion. But to tap the market, WOOK-TV has had to take a spot in the uhf band. Eaton and his executive v.p., John Panagos, have thus handed themselves a double hurdle: pioneering a Negro tv sta- tion—and doing it in a band which, experience has proven, has gener- ally been spectacularly unprofit- able in the direct competition of vhf stations. United's hope is that the lure of a Negro-oriented station will prove irresistible to Negroes; at least, to the extent of viewers shelling out anywhere between $10 and $55 for converters capable of translating a Channel 14 image. How are they doing? At press- time, the Electric Institute report- ed that 37,000 all-channel, new sets have been sold in Washington. The nation's top manufacturer of Media comparison shows magazines have low efficiency MONTHLY AND HOME SERVICE Negro Households as % of Total Circulation American Home 2.2% Better Homes 2.9 Cosmopolitan 2.6 House and Garden 2.7 National Geographic 0.4 Readers Digest 2.7 Redbook 1.9 NEGRO Ebony 94.9 FARM Farm Journal 1.5 MEN'S Argosy 0.9 Playboy 8.5 Popular Mechanics 2.1 Sports Afield 1.6 True 2.5 WOMEN'S Everywoman's Family Circle 2.3 Good Housekeeping 3.8 Ladies Home Journal 1.8 McCall's 2.5 Modern Romances 13.2 Motion Picture 5.8 Modern Screen 5.3 Negro Households as % of Total Circulation Parents' Magazine 3.2 Photoplay 2.8 True Confessions 10.6 True Story 10.6 Woman's Day 3.2 WEEKLY American Weekly 8.4 Family Weekly 5.5 Life 5.5 Look (Bi-Weekly) 3.6 Newsweek 3.0 New Yorker 2.0 Parade 9.0 Saturday Evening Post 2.0 Sports Illustrated 3.5 Sunday 5.9 This Week 5.3 Time 3.9 TV Guide 4.8 TEENAGE Ingenue 3.1 Seventeen 7.7 SAMPLE 9.4 SOURCE: Starrh 1961 Consumer Magazine Report. To Be Reail : ii' that read American Home are Negro. of the homes 14 SPONSOR NEGRO ISSUE 22 OCTOBER 1962 converters, Blonder- Tongue, esti- mated a sale of 30,000 converters. WOOK's John Panagos reported to sponsor that there'll be at least 100,000 equipped families by air- date (early November) . Since the average Negro family contains four persons, VVOOK will start with an audience potential of 400,000, and the half-million figure should be passed by mid-December. (EI pro- jects all-channel set sales at 10,000 per month in Washington, to the end of the year.) The uhl station will broadcast nights only. This affords room for about 35 national and local adver- tisers on the schedule, at a one- time card rate of $60 per minute; $30 for 10-seconds, and S500 for a programing hour. (Less frequency and pre-air discounts.) Filling the ad roster probably won't be too hard, but completing the program schedule is difficult. Between 6 and 1 1 p.m., WOOK's viewers will get two i/2-hour news shows, from UPI film and slide service; Negro newscasters plus a Negro weathergirl. Following the early news, there'll be a dance party from 0:30 to 8 p.m., with featured recording art- ists. Also, a half-hour spiritual/ gospel show, emceed by Ha/el Smith (who has a sizeable follow- ing on WOOK radio.) Mahalia Jackson's program is in, plus an unspecified-content women's half- hour. Washington viewers also will get a nightly variety show, i/2-hour, starring bands and local proles sional talent. "Jazz USA" comes once weekly (the show's from Steve Allen's Meadow lane Productions), and The Lionel Hampton Show will be a featured weekly attrac- tion (probably Thursday or Fri- day.) Hampton has also been signed as musical director of the station. He's scouting now lor all the pro Negro talent he can find; intense cooperation with Howard Univer- sity is also under way. The new Ampex units attached to WOOK TV's 45 x 65 studio will be busy: major part of the programing will have to be station-created, live-on- tape. "Certainly it's difficult," says v.p. Panagos. "But we're looking (Please tut n to page 50) compared with strong audience of Negro-appeal radio Average Weekday share of Negro Audience Negro radio General radio % share and % share and Market No. of stations No. of stations New Orleans 60.9% (2) 40.1% (8) San Francisco/Oakland 45.0% (2) 46.0% (9) Dallas 36.0% (2) 41.5% (4) Columbus, Ga. 51.0% (1) 47.5% (4) Baltimore 57.0% (2) 36.0% (7) Miami 53.0% (1) 42.0% (9) Baton Rouge 56.0% (1) 44.0% (6) Chattanooga 49.0% (D 49.0% (5) Mobile 64.7% (2) 35.1% (5) Memphis 61.7% (2) 33.3% (5) Average Weekday share of Negro Audience Negro radio General radio Market % share and No. of stations % share and No. of stations Houston 64.1% (2) 34.7% (6) Washington, D. C. 56.3% (2) 40.9% (7) Philadelphia 55.0% (2) 38.0% (6) Cleveland 57.0% (2) 41.0% (6) Los Angeles 36.7% (1) 52.5% (10) Detroit 47.3% (2) 48.6% (7) Birmingham 53.0% (3) 39.0% (6) St. Louis 60.0% (2) 41.0% (9) Beaumont-Port Arthur 46.0% (1) 53.0% (7) Bernard Howard, from most recently Pulse and Hoopei metro area reports. BY MARK TWAIN: SATAN S VIEW OF MAN WILD WEST DODGERS Magazine readership is low in Negro families. Hut radio survey s/iows that strong stations can capture the market. HOLIDAY SPONSOR NEGRO ISSUE 22 OCTOBER 1962 >*.-< ^Atlantic Picture Review Negro Radio touches its community with news, service and showmanship Audience-appeal: Fashion shows at WHAT (Philadelphia) drew the whole family, for merchandising "natural"; Falcon Publications get benefit of Queen contest at KDIA, San Francisco; new Buffalo station WUFO (bottom, I.) drew 18,000 people into street parade; at WYLD it's jazz, New Orleans-style. 16 Quality appeal overruns from programs into merchandising: Guiness stout at premium prices was successfully promoted by WWRL's "Dr. Jive" Lavong (N.Y.); turnout of 18,000 attends Miss KXOK contest (Dallas It. Worth); award-winning journalist Clarance Matthews becomes first Negro news director at WLOU (Louisville, Kx.); Starlight Revue run by WD1 \. Memphis, draws 8,000 people nightly, benefits charity. SPONSOR NEGRO ISSUE • 22 October 1962 17 Picture Review Goodwill? It can be earned 100 different ways Homes & homemakers: Claudeite Black's guest show drew 1000 toys in appeal at WANT, Richmond, Va.; in Pittsburgh, women's editor l33 Marlene Moore is active in community affairs. 18 SPONSOR NEGRO ISSUE • 22 October 1962 NEWS SERVICE i»2X Diversity: Rodeo is promoted by LA deejay Larry McCormick, at KGFJ; in Cleveland, another deejay becomes & profitable "prisoner" of Carnation Milk for WABQ; St. Louis children enjoy snowballs in summer, courtesy KXLW : first Negro wire service starts in ]Vash- ington, D.C., lien Strouse (center) en- rolls WWDC; (top right) Cleveland shoppers get full treatment from WJMO merchandising team; Detroit's WCHB raised §1500 in one day for evicted share- croppers, in appeal led by Haley Bell, station owner (center) 19 7.lUriach Corp»™'ioB J«3 5* ,8oVrt*«K1 SAN FRANCISCC ORNIA KSAN San Francisco 1000 watts FOUR TIMES MORE POWERFUL DODGE DIVISION October 1, 1958 J. Walter Carroll Executive s Hash '°"iy **tt* C0'KP'1 uf»e< ^fel I in the spotlighl in The San Franciscc ■*■ a c **eft N* tea*. .. f " are /*^ «-»„ \ — -1 -^i^SL^ri£^£ UNION OIL BUILDING September 26, 1958 7%e Patterson Chain,., CU -TV- KB IF iXECUTIVE OFFICES 1111 MARKET STREET, SAN FRANCISCO, CALIFORNIA division m':;vn:;'"h:ks^.1, ^c.-^^ »oH> £?:*• MUter . .. >i REli>lNG FOOTE.^O^' 23S Montgomery Str« ' & 9,pt„Mt W« „,.. S' ' N'" >o„k .. . W">K Ml because it's still TOP RATED Bay Area Negro Market *""<*I vlAA) over 517-million a year. Its spendable income is in excess of 2.2-billion. In this specialized market the very special station is WLIB. What makes it so special is that it has been first in every 7 county Pulse taken since 1955. It has been consistently first in Community Service Programming, with more time alloted for this function than all other Negro stations in the market combined. It is first in Negro News, news-in-depth and editorials, with more beeps, more personal interviews and more on-the-spot reports than any other station. And it has been far and away FIRST with national advertisers year after year. If you want to reach this enormous "specialized market" the very special station is WLIB. Pulse has just completed a socio-economic study of the Negro Community of Greater New York. It's the first of its kind made since 1952. We believe you'll find some fascinating facts to help you in your media planning. It's yours FREE. Just write to WLIB, 310 Lenox Ave.. New York 27, N. Y. W/LIB /OcascLuo C^O'L/te/i 310 LENOX AVE. AT 125th ST. NEW YORK 27, NEW YORK SPONSOR NEGRO ISSUE • 22 October 1962 37 (D) ; 95% Negro-appeal program- ing: Deejay, 23%; Other music, 5%; Religious, 25%; News, 15%; Community service, 10%; Home- making, 7%; Jazz, 15%. Featured air personalities: Jack Walker, Joe Bostic, Lorenzo Ful- ler, Evelyn Cunningham, Rocky Groce, Mercer Ellington. Station management: Harry No- vik, general manager. William Warren, sales manager. Rep.: Ber- nard Howard. WWRL 5 kw (D & N) 1600 kc. 36 yrs. on air; Independent; 163 hrs. wkly. 100% Negro-appeal program- ing Monday-Friday: Deejay, 53%; Other music, 1%; Religious, 20%; News, 14%; Community service, 8%; Homemaking, 4%. Featured air personalities: Hal Jackson, "Doc" Wheeler, Fred Barr, Alma John, Dr. Jive, Art Rust, Hot Rod, Leon Lewis, Herb Norman, Major Robinson, Frank "Bongo" Graham, Bill McCreary. Station management: Edith Dick, manager. Selvin Donneson, sales manager. Rep: Pearson National. illlllllllillllllililillllllilllliiilllillliillllllllii NORTH CAROLINA WHITE POPULATION 3,399,285 NEGRO POPULATION 1,116,021 NEGRO % 24.5 BURLINGTON Number of Negroes: 1960 Census, 3,265. WBBB 5 kw. 920 kc. 21 yrs. on air; Daytime. lH/2% Negro-appeal programing: Deejay, 86%; Reli- gious, 16%. Featured air personalities: Jim Isley. Station management: E. Z. Jones, manager. C. Robert Ray, sales man- ager. Rep: Thomas Clark. DURHAM Number of Negroes: 1960 Census, 36,030. In New York, all-Negro 24 hours a day (MOfl-Fri) Music & Community News/New York City, DE 5-1600 WSRC 1 kw. 1410 kc. 8 yrs. on air; Independent; 100 hrs. (D) . 100% Negro-appeal programing: Deejay, 70%; Other music, 5%; Re- ligious, 10%; News, 5%; Commu- nity service, 5%; Other, 5%. Featured air personalities: Norlley Whitted, Bro. T. Ruth, Rip Aus- tin, James (Goat) Blount, & Will Bill Hennessee. Station management: Jim Mayes, manager. Ray Childers, sales man- ager. Rep: Continental Broadcast- ing, Bernard I. Ochs. ELIZABETH CITY Number of Negroes: 1960 Census, 5,197. WCNC 250 W. 1240 kc. 23 yrs. on air; Independent; 117 hrs. wkly. 25% Negro-appeal programing: Deejay, 89%; Religious, 5%; News, 3%; Community service, 1%; Homemaking, 1%; Other, 1%. Featured air personalities: Joe Lamb, Jr., Jimmy Raper, Bill Wimslow, Art Simmons, Jimmy Weeks, Gordy Cole, Des Barclay. Station management: J. L. Lamb, Jr., manager. D. S. Barclay, sales manager. Rep: Bogner & Martin. ELIZABETHTOWN Number of Negroes: 1960 Census, not available. WBLA 1 kw. 1440 kc. 6 yrs. on air; Daytime; Independent; 30% Negro- appeal programing: Deejay, 50%; Religious, 25%; News, 10%; Home- making, 5%; Other, 10%. Station's management: Chatham C. Clark, manager. Norgie Hester, sales manager. Rep: Keystone. FOREST CITY Number of Negroes: 1960 Census, not available. WAGY (am/fm) 1 kw. 1320 kc. 4 yrs. on air; Independent; FM-113, AM-89 hrs. wkly. (D) ; 25% Negro- appeal programing: Deejay, 80%; 38 SPONSOR NEGRO ISSUE 22 OCTOBER 1962 Religious, 10%; News, 5%; Com- jmunity service, 5%. Featured air personalities: "Uncle |Bud." Station's management: Fred Blan- ton, manager. er, manager. Jack Allers, sales man- ager. Rep: H-R. GREENSBORO Number of Negroes: 1960 Census, 51,536. WGBG 1 kw. (D) 250 w. (N) 1400 kC. 20 yrs. on air; ABC network; 137 hrs. wkly. 11% Negro-appeal programing. Featured air personalities: Bob Montgomery, Slim Martin, Larry I Hill, James Williams. Station management: Ralph M. I Lambeth, manager. Jack Rimmer, sales manager. Rep: Bob Dore. KINSTON Number of Negroes: 1960 Census, 9,851. WELS 1 kw. 1010 kc. 12 yrs. on air; 84 hrs. (D) .12% Negro-appeal programing: Deejay, 80%; Reli- gious, 20% music. Featured air personalities: Andy Boy Herring. Station management: Jack P. Hankins, manager/sis. mgr. Rep: Bogner & Martin, Whitehead Asso- ciates. ROCKY MOUNT Number of Negroes: 1960 Census, 11,320. WCEC 1 kw. 810 kc. 15 yrs. on air; Tobacco Network; 98 hrs. wkly. 8% Negro-appeal programing: Dee- jay, 50%; Religious, 30%; Commu- nity service, 20%. Featured air personalities: Ralph Sturtevant, Sam Bland, Bart Rit- ner, Joe Louis Hunter, Ray Wilkin- son, Mike Warner. Station management: Mel War- ner, manager. Ray Thompson, sales manager. Rep: Pearson National. RALEIGH Number of Negroes: 1960 Census, 44,126. WRAL 1 kw. 1260 kc. 23 yrs. on air; Independent; Capitol Broad- casting; 133 hrs. wkly. 6% Negro- appeal programing: Deejay, 2%; Other music, 1%; Religious, 2%; News, 1/2%' Community service, Wo- Featured air personalities: J. D. Lewis (Negro) ; Jimmy Simpson, Tom Tucker, Merle Kelly, Skip Carpenter. Station management: Tom Tuck- SCOTLAND NECK Number of Negroes: 1960 Census, 970. WYAL 5 kw. 1280 kc. 2i/2 yrs. on air; Independent; Daytime. 24% Negro-appeal programing: Reli- gious, 6%; News, 2%; Community service, 1%. Station management: Byron Thomas, manager/sis. mgr. SHELBY Number of Negroes: 1960 Census, 4,020. WADA 500 W. 1 390 kc. 4 yrs. on air; Independent; Daytime. 10% Negro-appeal programing: Deejay, 90%; Religious, 10%. Featured air personalities: Ken Vassey and G.I. Station maangement: Boyce J. Hanna, manager. Harold J. Noles, sales manager. Rep: Grant Webb. Deejay, 60%; Other music, 10%; Religious, 10%; News, 5%,; Com- munity service, 15%. Featured air personalities: Ted Hooker, "Mustard" (Frank Rice) , Smiley O'Brien. Station management: Penn T. Watson, Jr., manager. Richard Dyles, sales manager. Rep: Clark Brown. WVOT am/fm. am: 1 kw. (D) 500 w. (N) 1420 kc. fm: 23,500 w. 106.1 mc. 14 yrs. on air; Carolina Network; 118 hrs. wkly. 20% Ne- gro-appeal programing: Deejay, 60%o; Other music, 20%; Religious, 10%; News, 5%; Community serv- ice, 5%. Featured air personalities: Wil- liam J. Wiggs. Station management: Harry W. Severance, manager. P. O. Barnes, sales manager. Rep: Devney. WILSON Number of Negroes: 1960 Census, 11,301. WGTM 5 kw 590 kc. 25 hrs. on air; Mutual network; 128 hrs. wkly. 10i/2% Negro-appeal programing: OHIO WHITE POPULATION 8,909,698 NEGRO POPULATION 786,097 NEGRO % 8.1 CINCINNATI Number of Negroes: 1960 Census, 129,418. WCIN 1 kw. 1480 kc. 8 yrs. on air; Rounsaville Radio; Independ- ent; Daytime. 100% Negro-appeal programing: Deejay, 40%; Reli- gious, 25%; News, 15%; Commu- nity service, 20%. Featured air personalities: Bill Clark, Bill Hall, Alex Martin, Rev. Swanson, Ed Wright. Station management: Carl Glick- en, general manager/sis. mgr. Rep: Pearson National. CLEVELAND Number of Negroes: 1960 Census, 260,766. WABQ 1 kw. 1540 kc. 3 yrs. on air; Independent; Daytime. 100% SPONSOR NEGRO ISSUE 22 OCTOBER 1962 39 FIRST in NEGRO RADIO in CLEVELAND: WJMO programs top Negro talent . . . backed with consistent and heavy promotion to deliver your message to 260,000 Negroes at Cleveland's * * * WJMO RADIO Cleveland, Ohio ♦Pulse, May-June, 1962. Represented nationally by: NEW YORK: UBC Sales, 420 Madison Ave. CHICAGO: UBC Sales, Wrigley Bldg. ATLANTA: Dora-Clayton Agency, Inc. DIRECTORY OF RADIO STATIONS Negro-appeal programing: Deejay, 70%; Religious, 20%; News, 6%; Community service, 4%. Featured air personalities: "Jock- ey" Jack Gibson, Eddie Castleberry, Valena Minor Williams, I. H. Gor- don, "Chuck" Richardson. Station management: Bert Noble, manager/sis. mgr. Rep: Bernard Howard. WJMO 1 kw. (D) 250 w. (N) 1450 kc. 15 yrs. on air; Independent; United Broadcasting; 163 hrs. wkly. 92% Negro-appeal programing: Deejay, 80%; Other music, 3%; Re- ligious, 9%; News, 3%; Community service, 5%. Featured air personalities: Jockey John Slade, Mary Holt, Wil Rudd, Al Clarke, Ken Hawkins. Station management: C. C. Court- ney, general manager. Don Bruck, sales manager. Rep: United, Dora- Clayton. IN CLEVELAND NO. 3 TH E ONLY NEGRO STATION THAT SELLS Programmed | 100% for 320,000 Negro listeners Beamed at AIL of Northeastern Ohio im- portant Negro population. Buy time where your dollar has more return. You sell for sure when you're heard on WABQ Cleveland, Ohio Bernard Howard & Co. National Representatives PENNSYLVANIA COLUMBUS Number of Negroes: 1960 Census, 81,601. WHK0 1 kw. 1580 kc. 14 yrs. on air; Independent; 84 hrs. (D) . 7% Negro-appeal programing. Featured air personalities: Eddie Saunders. Station management: Bert Charles, manager. Bill Selander, sales man- ager. Rep: Venard, Torbet & Mc- Connell. Illlillllillllllllllllllllllllllllllll OKLAHOMA WHITE POPULATION 2,107,900 NEGRO POPULATION 153,084 NEGRO % 6.6 TULSA Number of Negroes: 1960 Census, 38,500. KT0VV 250 w. 1 340 kc. 1 yr. on air; Independent; 163 hrs. wkly.; 18% Negro-appeal programing: Deejay 80%; Religious, 20%. Featured air personalities: Frank Z. Berry, Daddy "G," Boom Boom, Cookie. Station's management: Larry Eck, general manager. Bob Allen, sales manager. WHITE POPULATION 10,454,004 NEGRO POPULATION 852,750 NEGRO % 7.5 PHILADELPHIA Number of Negroes: 1960 Census, 681,310. WHAT 1 kw. 1340 kc. (non-direc- tional). 37 yrs. on air. Independ- ent; 163i/2 hrs. wkly. 100% Negro- appeal programing: Deejay, 42%; other music, 0.5%; Religious, 14%; News, 12i/2%; Community service, 16%; Homemaking, 10%. Featured air personalities: Hot Rod, Mary Dee, Lloyd Fatman, Bill Curtis, Buddy Dee, Randy Dix- 40 SPONSOR NEGRO ISSUE 22 OCTOBER 1962 what's happening in PHILADELPHIA? CHANGE!! Astonishing change now affecting the media strategy of many enlightened advertisers. Look at two recent revelations from the pages of... bulletin vwth sums*/ ttoamta, eomOt* Negro Pupil Enrollment Tops 50% Mark Here By FETE* H. 1IN3EN j Of rteSumi* Staff Negro enrollment In the Phil- adelphia public schools has gone over 50 per cent for the first time in history here. A racial survey made bv the card of Education found that June com- t of the city^ AUG. 30, 1962 Negroes in high schools reflect* their greater school dropout rate. Many factors contribute to school dropout but it is con- sidered one of the most critic*) problems facing American edu- cation. The survey showed that * considerable amount of de facto segregation exists rn the Phila- delphia public schools. T»« facto segregation is searegatioj f acUwLnot in law. Economy Uagu* Report; City's White Population Is Down by 340,000 The Pennsylvania Econoroyl —Berwreen 1955 and 1960, League reported yesterday that Unout 23,000 migrated here 200,000 white person* and 75,- *** J**. Of these 17,000 000 nonwrutes migrated to Phii-H* ***« "* «■«» nldcn Mike award. Modess and I intex both use ra- dio to reach Negro women. Modess sponsored "At Home with Alma }ohn" in 29 markets; Tintex cur- rently has her "Speak ol Color," a five-minute show, in N.V., Chicago, Philadelphia, Detroit, Washington and Baltimore. John's formula: advertisers can improve their image and increase sales h\ usin^ well- prepared Negro women as market and sales aides. MARKETING OPPORTUNITY (Continued from page 18) Pet's ad messages are carried out through personal appearances, (often by a home economics team) , newspapers, magazines, radio, point-of-pu» chase material, and through filmed commercials using Negro models, shown in Negro- patron cinemas. The company has supported the Fultz Quads, identical Negro girls, since their birth in 1946. Though the quads have made only five public appearances in 16 years, the publicity carryover has been excep- tionally high. (The quads still ap- pear in Pet's advertising.) Pet Milk uses Negro newspapers and magazines, and has a strong interest in Negro-appeal radio. It was a co-sponsor, with Philip Mor- ris, of "Ruby Valentine," the long- running soap opera which starred Juanita Hall and a Negro cast. Pet also ran "Sunday Morning," a weekly show of spiritual/gospel music, on 61 Negro stations, since replaced by another program. Pet's new radio entry is "Show- case," a 15-minute music & inter- view format, running three times weekly in major markets. Produced by Gardner Agency, the show taps successful Negroes (not only enter- tainers) ; lays stress on accomplish- ment and education, touches base lor the sponsor with food tips and household hints, and surrounds the whole with Negro-appeal music. A strongpoint of Pet's program was home economics field work. Louise Prothro, a former teacher, helped make contact with teachers in high schools and colleges, and with other home economists. Ed- ucational material was filtered through these contacts, eventually reaching consumers. SPONSOR NEGRO ISSUE 22 OCTOBER 1962 49 Thousands of Negro teachers were exposed to Pet Milk, via arti- cles in the journals of state teacher associations (around a dozen states have strong Negro teacher groups) , and convention activity. Pet Milk currently has about eight women in sales promotion work in local markets, and two Ne- groes in medical relations. The company's program is re- markable— and remarkably success- ful— because it touches almost every aspect of Negro market promotion. Not only are Negro media used, but basic promotion to homes, homemakers, shoppers and educa- tors, is throughly explored. Pet also lets Negroes know about its good employment record. This helps, as American Bakeries also found: its ad chief, Robert Llewel- lyn, reports: "You're not automatically a friend and effective sales person to the Negro market by mere virtue of the fact that you advertise in Negro media. "This has to be backed up by actual market participation at the store level and the level of your own store people." Llewellyn's point: Negroes will buy good mer- chandise if you have interested sales people. This grassroots promotion is im- portant. Without it, money spent in media may be wasted. D. Parke Gibson, a leading Negro market consultant, points out that more than 90% of Negroes belong as in- dividuals to one or more organiza- tions. Promotion through these groups if properly handled can be an effective way of developing sales and goodwill. "There is a potential danger," Gibson comments, "if the promo- tion appears at all patronising. But Negro organizations appreciate being recognized, and do not con- sider such programing either segre- gation or discrimination." A typical case: one of Gibson's pr campaigns was for a manufac- turer of baby formula bottles. A breakfast was hosted at a Negro medical convention, after a letter sent to the attending doctors' offices and one placed in their boxes at the convention hotel. At the breakfast a company ex- ecutive explained the nurser and its advantages to doctors. No men- tion was made of the Negro market. "The presence of company exec- utives itself indicated sincerity in wanting Negro customers — and each doctor walked away with a new feeling for the company; a new idea for young mothers; and samples of the product plus litera- ture." All parts of a strong Negro mar- ket program should support each other. No detail is too small, in converting goodwill into sales. For example, point-of-purchase materi- al can do an extra job: Ballantine Beer features a smart Negro singer on its p-o-p. (Although Leslie Ug- gams has been publicized exten- sively in the Negro press as a regu- lar on the Mitch Miller show, it is her picture and not the show's star which greets Negroes at the point of sale. This is an effective follow- up with goodwill to where the product is moved.) A reverse case occurred earlier this year, when Schlitz fired both its agency and its eastern sales manager, after falling sales in New York. The brewer had only one promotional representative cover- ing the million-plus Negroes in the metropolis; Budweiser, Ballantine and Schaefer surpassed it in the city, and nationally, the brand had dropped from its No. 1 spot in the Negro market. In the Negro market, there are parallels between employment and marketing/promotion problems. Talking about employment, For- tune magazine recently commented "It's not enough for employers to make jobs formally available to Negroes; as the result of genera- tions of discrimination Negroes tend to assume that prejudice exists even where it has ended." The marketing/advertising team has a similar difficulty: it must break through a barrier of indiffer- ence, and the use of Negro-oriented media is the only way this can be accomplished. In 1963, this lesson may be of crucial importance to marketers and advertising planners — for three good reasons: • There are 19 million Negroes. • They have $27 billion to spend. • Somebody is going to win their business. TV BREAKTHROUGH (Continued from page 15) ahead, to build a 16mm and video- tape library which can be syndi- cated to other stations, and to Europe, where Negro talent goes over big." Whether WOOK-TV itself goes over depends, to a great extent, on successful audience promotion to overcome the uhf converter prob- lem. The sister Washington radio station has dispersed about $100,- 000 paper-value airtime on promo- tion since January; Blonder- Tongue itself has spent a sizeable amount on radio spots, and WOOK-TV has billed more than $50,000 in newspaper promotion to date. There's already one uhf station in Washington (WETA Ch. 26), so part of the ice has been broken. Panagos allows that WOOK-TV has had great cooperation from Ne- gro talent and press, all over the country, "plus the Administration's interest in opening up more chan- nels, for many purposes." At the beginning of this year, Richard Eaton estimated the cost of getting on air at $250,000. Pana- gos now thinks a total figure nearer $500,000 may be more realistic: United expects to lose money the first operating year, but show a profit in the second or third season. "It's a built-in success," Panagos happily predicts, "provided we don't goof." ^ NEW TACTICS (Continued from page 13) jor agency, BBD&O, has a separate ethnic marketing division. (Though several now have "special market" consultants.) Its head, Clarence Holte, has hammered out hundreds of variations on the ba- sic ad proposition: Recognition Identification Invitation "The consumer must recognize," says Holte, "that he's being ap- proached and invited to shop. That's how you meet the final ob- jective, geting Negroes into your store or buying your product." ^ 50 SPONSOR NEGRO ISSUE • 22 October 1962 NO.l NEGRO STATION FOR LOS ANGELES AND SOUTHERN CALIFORNIA Los Angeles Metro Negro Pulse July-August 1962 6 A.M.-6 P.M. REPRESENTED NATIONALLY BY CONTINENTAL BROADCASTING — NEW YORK -CHICAGO -LOS ANGELES TtatwuzMq We dominate the Detroit Negro Market in all surveys . . . because . . . WCHB is owned and operated by Negroes who are acutely aware of how current social, economic and political events actuate and influence their fellow Negroes. Only WCHB delivers with acceptable emphasis and believability the advertisers' message to this sensitive audience. WCHB's extensive community services are fully rep- resentative of ajl Negro activities in greater Detroit. PROGRAMMING WCHB IS THE ONLY STATION SERVING DETROIT WITH 100% NEGRO PROGRAMMING • Full time News Department giving complete coverage of local and worldwide Negro news through 12 daily newscasts. • Balanced entertainment featuring pop music, rhythm and blues, gospel, folk songs, spirituals, classics and weekly series on Negro History. MARKET DATA (Greater Detroit) • 655,000 Negro people comprising 151,000 households or 93% of all Michigan Negroes live within WCHB's signal area. • 725 million dollars earned annually by this racial group which is larger in population than America's 37th metro market. All WCHB Merchandising is Designed (after consultation with each advertiser) To Gain Maximum Favorable Exposure and Actual Sales Increases. Current testimonial letters at- test to efficacy of our merchandising methods. Notional Representatives: BOB DORE ASSOCIATES NEW YORK • CH ICAGO DORA- CLAYTON AGENCY ATLANTA •••The Personality Twins •• THE VOICE OF PROGRESS FM COMPANION TO WCHB Inkster, Michigan — Detroit 1, Michigan RECEIVE 2 -'962 COMPUTER DIRECTION SEEN p 29 THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE The wacky world of Bert & Harry, 29 OCTOBER 1962— 40c a copy / $8 a year Bob & Ray P. 34 RADIO moves with a going America The play is in motion ! Radio flashes it to listeners in motion, wherever they're going, whatever they're doing. Radio sports are gaining audiences in ever-increasing numbers, and— because of this growth— sponsorship has grown, too. Spot Radio lets you select the sports program with the greatest local interest. Sports on these great stations will sell your product. Kmiio Hi Edward Petry & Co., Inc. The Original Station Representative NEW YORK • CHICAGO • ATLANTA • BOSTON DALLAS KOB WSB WGR WGN WDOK WFAA KBTR KDAL KPRC WDAF KARK KLAC WINZ KSTP DETROIT WTAR KFAB KPOJ WRNL WROC KCRA KALL WO A I KFMB KYA KMA KREM WGTO Tampa-Lakeland-Orlando KVOO Tulsa Intermountain Network LOS ANGELES • SAN FRANCISCO • ST. LOUIS Albuquerque Atlanta Buffalo Chicago Cleveland Dallas-Ft. Worth Denver Duluth-Superior Houston Kansas City Little Rock Los Angeles Miami Minneapolis-St. Paul Norfolk-Newport News Omaha Portland Richmond Rochester Sacramento Salt Lake City San Antonio San Diego San Francisco Shenandoah Spokane EUREKA! You'd think that a local businessman who is getting outstanding results from his investment in KRNT-TV advertising would keep it to himself, like a gold pros- pector who had hit a rich mother lode. But, it seems, one man can't keep from exclaiming to another "Eureka! I have found it." Result? Nearly 80% of the local television dollar in this major 3-station market is invested on KRNT-TV, a one-rate station. Amazing? It's a true testi- monial by FCC figures! It's been true since KRNT-TV signed on more than 7 years ago. Des Moines' largest buyer of local television time spends more than 90% of his advertising budget on our station. Been doing it for years, too. The best salesmen we have are satisfied local sponsors, who spend "the criti- cal dollar" that must come back many fold the next day in profit from added sales. Like we've been telling you in these pages for a long time, Think — 'tis the till that tells the tale. If you're not selling like you should in Iowa's capital and biggest city, you ought to be selling on KRNT-TV. We sell results. People believe what we say. KRNT-TV Des Moines Television Represented by the Katz Agency An Operation of Cowles Magazines and Broadcasting, Inc. COVERAGE * It's no trick when you capture the most crowded television market in the country. We took the number 10 - programmed, merchandised, promoted and related it to a "must buy" test market audience. It's a solid approach. Some buyers call it showmanship. Others leadership. We say it sells, too ! v$> ARB TV Homes NBC OUTLET VISION • ABC -REPRESENTED BY EDWARD PETRY t COMPANY STATIONS IN PROVIDENCE - WJAR-TV, STATION IN RHODE ISLAND - WJAR RADIO IN IT! t CO., FIRST > 40th INC. TELE- YEAR W3MM-TW SPONSOR/29 October 1962 KANSAS BROADCASTING SYSTEM KTVH — WICHITA-HUTCHINSON KTVC — ENSIGN KAYS-TV— HAYS KLOE-TV*— GOODLAND NEW 77-COUNTY MAJOR MARKET KAYS-TV KANSAS KTVH KTVC 'new call letters for KWHT-TV effective Oct. 1 • 1 ,202,200 people — four times the population of Nevada. • 368,740 households — 31/2 times the households of Wyoming. • 332,700 TV homes — three times greater than in Vermont. • $2,225,301 ,000 consumer spendable income in this new major market. • Exclusive CBS-TV Coverage ! • One buy covers Kansas. BLAIR TELEVISION National Representatives SPONSOR/29 October 1962 'SPONSOR 29 OCTOBER 1962 Vol. 16 No. 44 SPONSOR-WEEK / News P. 11 Top of the News p. 11, 12 / Agencies p. 58 / Advertisers p. 58 / Associations p. 60 / Tv Stations p. 60 / Radio Stations p. 61 / Fm p. 63 / Networks p. 63 / Representatives p. 63 / Film p. 64 / Public Service p. 64 / Station Transactions p. 65 SPONSOR-SCOPE / Behind the news P. 19 SPONSOR BACKSTAGE / Chevy's talent P. 24 KEY STORIES COMPUTERS: HOW MUCH OF AN OGRE? / Large-scale use of com puters in media will be seen in one year. A problem exists in the type of data to be fed; definitive data tests requested. p. 29 MAGNAVOX PUTS $150,000 IN FM / Campaign receipts to be donated by member stations to NAFMB. Funds will be used to open New York office. Kenyon & Eckhardt supports plan. p# 33 THE DAFT, WACKY WORLD OF BOB & RAY / Advertisers are latching on to their new radio show. Comedy team says radio is better medium to work in. Resume Bert and Harry commercials. p. 34 10 HINTS ON PITCHING LOCAL RADIO / Local station salesmen say pitching non-radio advertisers is no cinch. Station must often think up campaigns and act as advertising agency. P. 36 NEW FACTS LIFT LID ON WEEKEND RADIO / It's now documented that weekend listening by men is almost as good and sometimes better than weekday drive times. What new study means to buying. p_ 38 HOW GROVE LABS CLEARS RADIO/TV COPY / V.p. Roger Testement of Grove Labs tells Missouri Broadcasters what his firm does to chetk drug item copy before it hits the air. p_ 40 WHAT BRANDS THEY BUY IN 8 MARKETS / 1962 TvAR Brand Comparison Report documents regional variations in usage. For ex- ample, regular coffee is big in Frisco, down in Boston. p_ 42 SPOT SCOPE / Developments in tv /radio spot P. 67 TIMEBUYER'S CORNER / Inside the agencies P. 45 WASHINGTON WEEK / FCC, FTC and Congress P. 55 SPONSOR HEARS / Trade trends and talk P. 56 DEPARTMENTS 555 Fifth p. 6 / 4-Week Calendar p. 6 / Radio/Tv Newsmakers p. 62 / Seller's Viewpoint p. 66 SPONSOR PUBLICATIONS INC. Combined with TV ®. U. S. Radio ®. TJ.S.FM ®. Executive, Editorial. Circulation, and Advertising Offices: 555 Firth Ave., New York 17. 212 MUrray Hill 7-8080. Midwest Office: 612 N. Michigan Ave.. Chicago 11. 312-664-1166. Southern Office: 3617 Eighth Ave. So.. Birmingham 5, 205-322-6528. Western Office: 601 California Ave.. San Francisco T/*S. 415 TU 1-8913. Los Angeles phone 213-464-8089. Printing Office: 3110 Elm Ave.. Baltimore s° 11. Md. Subscriptions: U. S. $8 a year. Canada $9 a year. Other countries $11 a year. Single copies 40c Printed U.S.A. Published weekly. Second class postage paid at Baltimore. Mil. © 1962 SPONSOR Publications Inc. IN THE TWIN CITIES IS THE FIRST NAME FOR NEWS ROD TRONGARD GIVES YOUR MESSAGE HEADLINE IMPACT! News scoops didn't disappear along with the corner-boy's once familiar shouts of "Wuxtry!" Thanks to radio, frst-in-frint is now spelled first-on-the-air. The news "beat" is here to stay, and Twin Citians identify it with the voice of ROD TRONGARD, WLOL News Chief. Rod's hourly newscasts (on the half-hour too during morning driving time) sparkle with the insight of the born reporter. WLOL's exclusive AIR WATCH Traffic Reports are a "must" for motorists. And Rod Trongard's twUe-a-day INSIDE LINE fea- tures direct (and sometimes jolt- ing) interviews with the people who make the news. Your com- pany's product can win headline prestige too — through WLOL news sponsorship or adjacent spots. miiiiiiiimiii iiiiiiiiiiiiiiniiiiiiiiiii mi inmiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiim int RAD,o WLOL MINNEAPOLIS • ST. PAUL 5,000 WATTS around the clock • 1330 kc .iiiiiiiiiiiiiiiiiiiiunuiiiiiiiii mi nim mi minium mm mi iniim WAYNE 'RED- WILLIAMS Vice-Prcs. 6 Gen. Mgr. Larry Bentson, Pre* |oe Floyd, Vice-Pres. Represented by AM RADIO SALES mum Midcontinent Broadcasting Group WLOL am. fm Minneapolis-St. Paul: KELO LAND tv and radio Sioux Falls. S. D.; WKOW am and tv Madison, Wis.: KSO radio Des Moines SPONSOR/29 October 1962 555/ FIFTH Letters to the Editor FIRST CRUSADER I have read with interest the item "WINS Breaks Precedent: Backs WMCA Brief" which appeared in Sponsor Week (1 October) . Four months ago, WNEW, New York, carried a comment on the sub- ject of reapportionment, an excerpt of which follows: "Some 57% of the people of New York State live in New York City and adjacent counties. But the other 43% of the people, the rural up-staters, elect 52% of the state's legislators, and thereby, they tell the majority how the state shall be run, how its con- gressional districts shall be drawn, how the people's tax-dollar shall be spent. Justice has been long in coming on this question, but it is coming." I believe you'll agree that our hand was "extended across the hot- ly competitive New York air waves" long before anyone else's. Pete Strauss, who has been fighting the reapportionment battle in the courts, thought so, and said as much in acknowledging our public support— JOHN V. B. SULLIVAN, vice presi- dent and general mgr., WNEW, New York. OUTSTANDING VOICE On 1 August I returned to radio. 111! Trade publications and personal contacts are my only way to learn of changes in radio during my hiatus. The most outstanding voice is that of John E. McMillin. Is there any way I can obtain reprints of his past Commercial Commentary columns?— HOLLIS FRANCIS, sales manager, WJAG, Norfolk, Neb. STATION AWARDS In sponsor of 1 October on page 64 under the Public Service column of Sponsor Week there is a refer- ence to the Thomas Alva Edison Foundation national station awards. The information regarding the deadline and other details are listed but there is no reference as to how and where a station may make an entry. Would you be kind enough to forward us any information you might have regarding these youth awards.— LEN MENARD, manager, KDB, Santa Barbara, Calif. • Nominations are made by the 76 national civic organizations cooperating with the Edi- son Foundation. Local groups of these organ- izations submit a 1,000 word statement de- scribing achievements of the radio station and tv station best serving youth in their community. For additional information write lllllllllllli '4-WEEK CALENDAR OCTOBER Broadcasters' Promotion Assn. annual convention: Holiday Inn Central, Dallas; 28-30. International Radio and Television So- ciety timebuying and selling semi- nar: CBS Radio, New York; begins 30. ABC International Television breakfast meeting featuring visualscope report on tv development: Americana Ho- tel, New York; 31. NOVEMBER American Assn. of Advertising Agencies annual east central regional meeting featuring panel sessions for college- level educators interested in adver- tising, members, and guests from all media: Statler Hilton, Detroit, 1; eastern annual conference: Ameri- cana Hotel, New York; 13-14. National Assn. of Broadcasters fall con ferences: Sheraton-Dallas Hotel, Dal- las, 8-9; Muehlebach Hotel, Kansas City, Mo., 12-13; Brown Palace Ho- tel, Denver, 15-16; Sheraton-Portland Hotel, Portland, Ore., 19-20. Assn. of National Advertisers annual meeting: Homestead, Hot Springs, Va.; 8-10. Television Bureau of Advertising annual meeting: Waldorf Astoria Hotel, New York; 14-16. Advertising Federation of America board meeting: Poor Richard Club, Phila- delphia, 30; eighth district meeting: Red Carpet Inn, Milwaukee; 30-2 December. iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiraiiiira i iiciiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii; to: Thomas Alva Edison Foundation, 8 West 40th Street, New York 18. 40-YEAR ALBUM I have been so impressed reading the letters to the editor compli- menting you on your 40-year al- bum OF PIONEER RADIO STATIONS that I am curious as to how I might obtain one. Although I am a spon- sor subscriber now, I wasn't at the time the book was issued. — Wallace Dunlap, assistant sales manager, KDKA-TV, Pittsburgh. Thank you for sending me a copy of the 40-YEAR ALBUM OF PIONEER radio stations. I assure you that this material is most welcome, and gives promise of being very useful. —John A. Notte, Jr., Governor of Rhode Island. NEW DIRECTORY I have just received copies of your new 5-city tv/radio directory, and it is grand. Herewith, a request for 30 more copies, as soon as possible. — Leonard Biegel, CBS TV Network, New York. BEST PER UNIT RATE Several months ago an article in sponsor argued that the "best per- unit" rate on a rate structure should be the easiest to find instead of pouring down through a maze of figures and eventually coming up with that lower rate. That article struck home and when we had our most recent rate card printed that's exactly how we arranged our rates. — RUSSELL E. 0FF- HAUS, vice president and general manager, WBAC, Cleveland, Tenn. VIEWPOINT AND DIRECTION I want to commend you on your new zippy, modern format. I am particularly impressed with your "beneath the surface" articles. For instance, the article "What Is a Radio Salesman?" (15 October) combines enjoyable reading with impact filled facts. Thank you for providing a maga- zine with a viewpoint and a sense of direction— DAVID R. KLEMM, dir. of promotion, The Balaban Stations, St. Louis. SPONSOR/29 October 1962 DON'T BOTHER TO KNOCK Marilyn Monroe, Richard Widmark, Anne Bancroft THE MAN WHO NEVER WAS Clifton Webb, Gloria Grahame, Stephen Boyd THE BAD SEED Patty McCormack, Nancy Kelly, Eileen Heckart WIND ACROSS THE EVERGLADES Burl Ives, Emmett Kelly, Christopher Plummer, Gypsy Rose Lee What's in volumes 4 and 5 of "Seven Arts' Films of the 50's"? Suspense from 20th-century Fox in: FIVE GATES TO HELL-starring Neville Brand, Dolores Michaels and Patricia Owens GORILLA AT LARGE-starring Cameron Mitchell, Anne Bancroft and Lee J. Cobb A LIFE IN THE BALANCE-starring Ricardo Montalban, Anne Bancroft and Lee Marvin— and many more suspense films all contained in Volume 4's 40 great "Films of the 50's." Suspense from Warner Bros, in: HOME BEFORE DARK-starring Jean Simmons, Rhonda Fleming, and Efrem Zimbalist, Jr. TOWARD THE UNKNOWN-starring William Holden, Lloyd Nolan and James Garner 7 MEN FROM NOW-starring Randolph Scott, Lee Marvin, and Gail Russell- and many more suspense films all contained in Volume 5's 53 great "Films of the 50's." AND . . . BROADWAY . . . ACTION . . . DRAMA . . . SCIENCE FICTION . . .COMEDY . . . MYSTERY... Seven Arts Volumes 4 & 5 have everything— everything to please your audiences-top stars- top stories-top directors— they're all in Seven Arts' "Films of the 50's" "Money Makers of the 60's" Volumes 4 & 5 now available from Seven Arts. SEVEN ARTS ASSOCIATED CORP. A SUBSIDIARY OF SEVEN ARTS PRODUCTIONS, LTD. NEW YORK: 270 Park Avenue YUkon 6-1717 CHICAGO: 8922-D N. La Crosse (P.O. Box 613). Skokie, III. ORchard 4-5105 DALLAS: 5641 Charleston Drive ADams 9-2855 L.A.: 3562 Royal Woods Dr., Sherman Oaks. Cal. STate 8-8276 TORONTO, ONTARIO: 11 Adelaide St. West EMpire 4-7193 For list ol TV stations programming Seven Arts' "Films of the 50's" see Third Cover SRDS (Spot TV Rates and Data) Individual feature prices upon request. SPONSOR 29 OCTOBER 1962 He's the star, making the morn- ings bright, light and lively. With today regulars Jack Lescoulie, Frank Blair and Pat Fontaine, he's delivering news and infor- mation...Yes. Weather... Yes. En- tertainment...Sure! And advertis- ing messages. ..in the style that has earned him the reputation as one of the most appealing personalities in broadcasting. The new today is a first class showcase for advertising. It at- tracts an adult audience... 6,200,000 men and women every morning, Monday-Friday. It attracts a high income audi- ence.. . 52% of its viewing families earn more than $7,000 a year. It attracts a hard to reach au- dience...today is seen by a high percentage of working house- wives, who are not home for the average daytime program. So wake up to the new today, the golden opportunity for the early-bird advertiser. w one is outstanding v*> THERE IS ALWAYS A LEADER, and WGAL-TV in its coverage area is pre eminent. This Channel 8 station reaches not one community, but hundreds— including four important metropolitan markets. Channel 8 delivers the greatest share of audience throughout its wide coverage area. For effective sales results, buy WGAL-TV— the one station that is outstanding. WGAL-TV CkcuutM £ Lancaster, Pa. NBC and CBS STEINMAN STATION Clair McCollough, Pres. Representative: The MEEKER Company, Inc. • New York • Chicago • Los Angeles • San Francisco 10 SPONSOR/29 October 1962 -SPONSOR-WEEK Top of the news in tv/radio advertising 29 October 1962 STORY OF THE WEEK: RADIO/TV CUBAN NEWS Radio and tv networks jumped into the Cuban crisis with a Hurry of special programs, reports, and bulletins, especially in the most acute hours ol the situation early last week. Audiences were alerted via radio and tv that Presi- dent Kennedy would address the nation on both media at 7 p.m. Monday. Military, political, UN, OAS, and world opinion angles were brought in and. thanks to efforts of news media, the nation's attention was focused on the Cuban crisis as on no other subject in recent years. NBC cancelled documen- tary films of East Berlin tunnel refugees set for 31 October — but whether to show the films was already a controversial matter before the Presidential quarantine. RADIO AND TV STATIONS RESPOND TO CRISIS Local radio and tv stations sprang into action quickly in reaction to the Cuban crisis last week. Some examples: WTAR-AM-TV, Norfolk collected clothes for Guantanamo evacuees. WFBR, Baltimore invited telephone queries to a discussion panel. KOGO-AM-TV, San Diego, obtained a naval expert and WERE, Cleveland, assigned a political specialist for added dimensions in local news coverage. WBC lost no time in providing special coverage from Washing- ton for local stations. WJR TO RETURN TO CBS RADIO FOLD Probably the top radio industry item of the week was the return of WJR. Detroit, to the CBS affiliate fold. WJR drifted away in May 1959 and the reassociation takes effect 30 December. WJR's defection was accompanied by that of WHAS, Louisville, and KWKH, Shreveport, also 50-kilowatters. They have yet to return. In the meantime Detroit automakers can look forward to hearing their own sponsored news personalities on CBS within their own bailiwick, like Lowell Thomas for Oldsmobile and Bob Trout-Allen Jackson for Chevrolet. Since the WJR divorcement CBS Radio has remolded its pro- graming, putting the emphasis on news and public affairs, and restored station compensation. SALINGER BRIEFS BROADCASTERS ON SECURITY The Cuban crisis also dominated the regional NAB meeting in Washington this past week. Presidential press secretary Pierre Salinger briefed newsmen on the importance of exercising judgment and restraint whenever national security might come into question. WORLD TV MOVES INTO LIMELIGHT Several far-reaching suggestions were made last week in connection with the EBU meetings in New York. NBC's Sarnoff proposed a WBU, growing out of the EBU. CBS's Stanton proposed world "town meetings'" via Telstar. And TvB's Cash put forth the idea of international exchanges of tv commer- cials. SPONSOR/29 October 1962 11 'SPONSOR-WEEK Top of the news In tv/radio advertising (continued) FCC PROMISES QUICKER ACTION ON COMPLAINTS Broadcasters assembled at the NAB's Washington district meeting learned that the FCC will let them know immediately how it feels about any com- plaint Bled against them instead of letting them wait until their renewal comes up. This will apply particularly in the area of political time and edi- torializing. The policy removes the sword before it hangs there too long. NAB KEEPS DOOR OPEN FOR OUTSIDE RESEARCH The effect of broadcasting and politics on women were but two long-range research interests discussed by NAB v. p. and director of research Mel Gold- berg at the Chicago regional meetings last week. However, it is understood the NAB is more interested in bringing in such studies from the outside than doing them itself. And high on the list of priorities is the possibility of ac- crediting new sources of research, such as universities, for such studies, rather than obtaining them from commercial companies in the research business. BROADCAST LEADERS MULL EDITORIAL SEMINARS Editorial seminars conducted annually by a university school of journalism or a similar institution were being talked about in private conversations at the NAB meetings in Chicago last week. Such seminars, it is hoped, could take up the philosophy of station editorializing and could also discuss the "how to do it" problems. COLLINS ATTACKS FCC "CIRCUSES" AND ABA'S 35 NAB president LeRoy Collins, speaking at the Chicago regional meeting, said it was indefensible for the FCC to make a local side-show out of license renewals. He promised NAB support to any station whose rights were being invaded by the FCC in this manner. Chicago Avas the site of recent FCC hearings on station renewal. Collins also called the American Bar Associa- tion's canon 35, which prevents microphones and cameras from being used in the courtroom, an artificial handicap to broadcasters. MPO FILM CENTER UNDER WAY IN N. Y. MPO Videotronics' new film center, costing $2.5 million, is now under con- struction in New York at 222 East 44th Street. The studio, to open early in 1963, will be the largest of its type in the world, say MPO officials, MPO's annual volume in tv commercials and sponsored films is reportedly over $8 million. The new studio will house a unique complete plant for film produc- tion, reports MPO v. p. Marvin Rothenberg. NAFMBf MAGNAVOX, STATIONS IN FM PROMOTION Magnavox (K&E) has contributed SI 50, 000 and 150 stations are being sought to contribute air time in a multi-cornered deal to set up NAFMB promotion office in New York. (For details, see story, p. 33.) ]9 SPONSOR/29 October 1962 Where Cleveland learned itsMc mners From WHK RADIO, the area's most popular meeting place for over two years? Manners Restaurant, a chain of twenty- nine dining places, reports through its General Manager John Mino:"We have used WHK RADIO consistently the past few years.We are most gratified..'.' That's why we have this satisfying story to tell: In a tough 8-station market, Cleveland businessmen invest 50c'c of their radio budgets in WHK. Make your reservations lor a full-course campaign. Contact maitred'JackThaver (V P. and General Manager) or Metro Broadcast Sales. WHK RADIO. CLEVELAND METROPOLITAN BROADCASTING RADIO, REPRESENTED BYMETROBRO/ \I)( ASTSM ES •HOOPER, JAN.-MAR. 1960-JULY.SEPI. 1962 PULSE, M»R. 1960-MAY.JUNE 1962 'SPONSOR-WEEK Top of the news in tv/radio advertising (continued) WHAT FUTURE FOR COMPUTERS? Large-scale agency use of computers is foreseen by the end of this broadcast season. The problem is more how they'll be used than how much. It's ex- pected that few agencies will be able to afford to buy their own machines, but that many will rent machine time as needed. The question of what kind of data to feed and which queries to insert is still partly unsettled. But appar- ently a new specialist will appear on the agency scene: the man who pro- grams the computer — not a media man himself and with no stake in the answers. (For details, see SPONSOR-SCOPE, p. 20 and also story, p. 29.) TFE APPOINTS COMMITTEES FOR 1963 Television Film Exhibit, set again for the Pick-Congress Hotel in 1963 in Chicago, has named four working committees: business, publicity, entertain- ment, and rules. TFE broke off from the NAB this year on behalf of the syndicators and the 1963 exhibit, timed again with the NAB. makes the splintering appear permanent. HEMORRHOID ADS GO — STATIONS STAY Three radio stations recommended for expulsion by the NAB for carrying prohibitive hemorrhoid remedy advertising have agreed to drop such advertis- ing. But a fourth station is resigning its code membership to prevent conflict. So far, of 34 stations involved in the NAB anti-hemorrhoid remedy case, 21 have dropped the ads, nine have dropped the NAB code, and the four just mentioned were recommended for expulsion. LEWIS TO URGE STRICTER CONTROL OF COMMERCIALS KR.E board chairman William B. Lewis was to speak before the BPA today in Dallas on the subject of commercial content and scheduling. He will urge stations to take stricter control of commercials in the same way they control programs. COLLEGE ADVERTISING TRAINING BOARD SEEN A permanent four-state organization of college professors devoted to profes- sional education for advertising is expected to be a result of the East Central Regional conference set for Detroit on 1 November, the 4A's announced last week. Some 25 educators are expected to attend the sessions. AVERY-KNODEL REVAMPING CONTINUES William D. McKinstry is leaving Gardner Advertising, where he has been a media buyer, to join Avery-Knodel as head of the new St. Louis office. The move takes place Thursday. CORINTHIAN AD DIRECTORS MEET Advertising and promotion directors of the Corinthian stations will meet for a fall promotion seminar in Dallas. Meetings, set to start over this past week- end, terminate today. 14 SPONSOR/29 October 1962 "Steve Allen Show hit 8.8 Nielsen within 13-weeks in 7-station L.A. market!" Stretch Adler, VP & Gen. Mgr., KTLA "Steve Allen Show 80% sold out after only 10 days in Syracuse!" Bill Grumbles, Pres. &Gen.Mgr,WNYS-TV "Steve Allen Show 47% ahead of nearest competition in Des Moines!" Bob Dillon, VP & Gen. Mgr., KRNT-TV "Steve Allen Show completely sold out Monday through Friday in Phoenix!" Les Lindvig, VP, KOOL-TV "Steve Allen Show building a tremendous following in Portland, Oregon!" Al Sturges, Pgm. Mgr., KATU-TV WBC Program Sales has an audition tape for you. Call or wire collect for THE STEVE ALLEN SHOW WBC PROGRAM SALES A SUBSIDIARY OF BROADG 7, N Y • Contact ©(§)(§> A SUBSIDIARY OF WESTING HOUSE BROADCASTING CO., INC. 122 East a.2nd Street, New York 17, N Y • Contact Mike Roberts Murray Hill 7 0808 Stations now carrying The Steve Allen Show: Baltimore, WJZ- TV; Boston. WBZ-TV; Cleveland, KYWTV; Columbus, WTVN-TV; Des Moines, KRNT-TV; Grand Rapids, WZZM-TV; Indianapolis, WLW-I; Kansas City, KMBC-TV; Los Angeles, KTLA; Minneapolis. WCCO-TV; New Haven. WNHCTV; New York, WPIX; Phoenix, KOOL-TV; Pittsburgh, KDKA-TV; Portland (Me.), WGAN-TV; Portland (0re.),KATU; Reno, KOLO-TV; St. Louis, KTVI; San Francisco, KPIX; Seattle. KIRO-TV; Springfield (Mass.), WHYN; Syracuse, WNYS; Tucson, KOLO-TV; Washington, D.C.WTOP-TV. SPONSOR/29 October 1962 15 share of audience SOURCES: Nielsen Station Index/Station Total/6:00 AM-Midnight, 7-day week/8 months ending June 1962 . Nielsen Coverage Service 1961 Sales Management Survey of Buying Power. June 1962 TWICE Two Markets in One: Giant 121+ County Coverage TOP ACCEPTANCE! That's what you want for your sales story. That's what you get on WCCO RADIO, whose 67% share of audience is twice as large as all other Minneapolis-St. Paul stations combined! What's more, WCCO RADIO'S quarter-hour audience is greater than that of any other station of the CBS Radio Network. Powerful WCCO RADIO delivers two markets in one: the five- county Twin Cities metro area plus 119 non-metro counties. Adds up to 124 counties with nearly4 million population, more than $6.9 billion buying income and $4.8 billion retail sales. The only way to cover it all— at the lowest cost with the highest acceptance — is with WCCO RADIO, one of the great stations of the nation. as many listeners as all other Minneapolis-St Paul stations combined! Represented by WCCO RADIO Minneapolis-St. Paul Northwest's Only 50.000-Watt 1-A Clear Channel Station CBS ••• RADIO :;; spot • •• SALES Eighteen reasons why the KAY-TALL News Department is UNMATCHED in the Ark-La-Tex ... for COVERAGE of the news . . . MANPOWER to reach it . . . EQUIPMENT to handle it . . . and EXPERIENCE with it! KTAL-TV News now presents the area's ONLY FULL-HOUR TV Newscast . . . . . . NEWSCOPE, 5:30-6:30 P. M., Monday through Friday, with Huntley-Brinkley, Local News, Regional News, Opinion, plus EXCLUSIVE Radar Weather - In - Motion! BLAIR TELEVISION ASSOCIATES National Representatives CHANNEL 6 NBC FOR SHREVEPORT 18 SPONSOR/29 October 1962 'SPONSOR-SCOPE Interpretation and commentary on most significant tv/ radio and marketing news of the week 29 OCTOBER 1962 / c«.yriBM itro Reps and station groups are rather puzzled by the difficulty they're experien- cing in finding buyers for local election returns packages, or even minute partici- pations. What they're referring to in many instances are the five and 10-minute election reports that are inserted into the network schedule. The frustrated selling gentry are of two minds as to the cause: (1) there aren't enough advertisers who have funds set aside for such contingencies; (2) sellers are making the mistake of approaching timebuyers instead of approaching account and ad man- agers directly, since an event of this sort entails more than a routine decision and alloca- tion of funds. In some agencies, BBDO making a good case in point, there's a specific person who has the task of scouting around for prospects on the list when special air media opportunities bob up. A most recent example: the Giants-Dodgers playoffs on NBC TV, as related in the 8 October SPONSOR. Don't be surprised if Colgate during 1963 revamps ratio of tv spending and makes it an approximate even split between network and spot. It's been running around two-thirds network and a third spot. Another kingpin tv customer whose budget divvy may push in a similar direction is Bristol-Myers. Much will depend in either case on those nighttime tv network readings in Decem- ber. Wednesday has replaced Sunday as the night on which the most money is being spent on regular network tv programing. Thursday now ranks third in that precinct, whereas last fall it was sixth. Here's a comparison of nightly program expenditures for the two falls, based on SPONSOR-SCOPE estimates: night 1962 1961 Sunday $1,310,000 $1,220,000 Monday 870,000 850,000 Tuesday 940,000 970,000 Wednesday 1,580,000 960,000 Thursday 990,000 880,000 Friday ' 960,000 1,160,000 Saturday 880,000 890,000 TOTAL $7,530,000 $6,930,000 Tv stations needn't take it as a cause for concern but November national spot bookings are acting up a little peculiarly, according to what SPONSOR-SCOPE gleaned from some key reps last week. The norm is for November to run ahead of October. It appears that it will be just the reverse this time. October billings have been away over 1961 's, particularly in the top markets, and it could be that advertisers went all out with their October flights, figuring they would slacken up somewhat the next month or take a breather for the next flight. The situation has its bright side. It opens up opportunities for those with Christmas promotions to fatten up their budgets and pick up a lot of choice spots. SPONSOR/29 October 1962 19 ^SPONSOR-SCOPE Continued In the area of ad agency management 1963 will probably go down as the year when the era of the computer was met by staffing up with people who had this sole function: knowing how to program the machines. The consensus of the business is the cost of the required computers ($5-7 million) is much too prohibitive for purchase by the general run of upper bracket agencies and that the practice will be to go out and rent machine time as needed. The dawn of the computer era in advertising will do more than presage a new rela- tionship between the agency and the client, such as making available by the client sales, product usage and other data as basic contributions to the decision-making process. It will underscore and magnify the role of the media specialist. The theory that presupposes this is that the function of the researcher will not be one of command. He, broadly speaking, has no knowledge of media; hence he'll have no pragmatic interest in the answer. On the other hand, the experienced media man knows first of all what is being used and why; hence he does care about the answer and is in a position to match his knowledge of media realities to what the machine tells him. Another thing to look for is the refusal of the agency's tv program department to be shunted aside in the media selection procedure. It deems show-picking its vested interest and it must see that this power is not usurped, or risk possible liquidation. Colgate's drug division is backing up the return of its sustained action cold remedy, Congestaid, with an 11-week spot tv campaign. Schedules take effect 25 November, with a week's layoff Christmas week. Congestaid, a competitor to Contac, was returned to the laboratory last season after some market testing. Lennen & Newell is the agency. It may behoove tv to take a bow because of what Rexall plans to do about its lg sales come 1963. These sales have been traditionally held in November and April, but the way things have worked out for the promotions in tv there'll also be lg Rexall sales in January and March. For these events Rexall has gone in for a full week daytime blitz on two or three networks. It's obviously paid off big. Are you looking for extra intelligence on the viewing habits of the working woman (she who spends at least 20 hours a week at non-household jobs) ? NBC TV's circulating some Nielsen findings on the subject, which by segments of the day resolves itself as follows: Daytime: She spends 70% as much time viewing as other women. Early evening: She doesn't spend as much time at the set as her non-working sisterhood. (Obviously, she's got a lot of household chores to make up for.) Prime evening: She views only 5% less than the non-working woman. Late evening: She puts in 8% more viewing than the gals who have no outside jobs. (Apparently she is inclined to make up for that lost quota of daytime viewing.) The guess around the trade is that CBS TV will spot Danny Kaye and his entourage, due for next season, in the Sunday 9 to 10 span, the McCoys moved to 8 Monday. If Sunday becomes Kaye's night the move will have this provocative effect: depriving General Electric of a franchise it has commanded for at least seven seasons. Kaye has been offered to the networks on a basis of 40 originals at $150,000 each and 12 repeats at $50,000 per show. SPONSOR/29 October 1962 -SPONSOR-SCOPE Continued Is NBC TV finding a rough market this season for its hefty load of actuality specials (it's got 55 of them listed) ? The impression in the trade is that the answer leans to the affirmative, but those at NBC TV freighted with the job of selling these specials say that the record so far belies this impression. In other words, it's no pushover, but the trend of interest is going their way. The sector in which, they admit, there's trouble is the Communist profile series. Strange as it may seem, some of the advertisers approached deem the sub- ject a little too controversial for their commercial inclinations. Selling actuality specials, it was pointed out, imposes a hard economic fact. The typical cost of an hour's actuality today is $175,000, with $30,000 net going for the program and the balance for time and networking ($1,700). To document the fact that actuality sales aren't going so badly that sector of NBC TV sales provided SPONSOR-SCOPE with the roster: PROGRAM DATE ADVERTISERS Polaris 19 December Projection '63 6 January The Tunnel (postponed) California late February World of Jacqueline Kennedy 30 November World of Benny Goodman 24 January World of Maurice Chevalier 22 February Liggett & Myers (half) Gulf Oil Gulf Oil Lincoln-Mercury Purex Purex Purex Bates is gratified with the showing made to date by The Jetsons but the agency's still interested in how the cartoon series' audience composition shapes up. The deal with ABC TV which Bates made in behalf of Whitehall and Colgate guaran- tees a rating but at the level of adults. It's the first guarantee of the kind. Tied in with the guarantee is a deficit makeup in terms of minutes. Credit General Foods with this unprecedented status: having all its season's network tv shows (six this time) among Nielsen's top 15. Three of the six ranked first, second and third. Noted GF's Ed Ebel: with that sort of grand slam to go by it might behoove those talking about my imminent retirement to take second thought. Colgate has been able so far to realize about $500,000 from the sell off of its nighttime network tv program and time obligation for the last 1962 quarter. The takers naturally picked the toprated items among the rummage, like, for instance, Dr. Kildare and Perry Mason. Where all this hurts as far as the networks are concerned: the picker-uppers may have spent that money directly with the networks, hence it racks up as a net loss and not a gain. Motive for Colgate's cutback: domestic sales haven't come up to estimates. Something about the network tv ratings so far this season that's caught the special attention of agency tv people: the unusual fluctuation that has marked the various reports. The assumption is that audiences have been doing a lot more sampling from week to week than has prevailed in previous seasons. Hence there's a sort of reluctance to form definite judgments on how the new- comers as well as the holdovers will shape up in the rating sweepstakes, say, come the late November reports. SPONSOR/29 October 1962 21 -SPONSOR-SCOPE Continued Radio reps believe they figured materially in BBDO's decision to switch the agency's radio rating alliance to Pulse. The influence, as they put it, stems from meetings that they had attended at BBDO on the matter of providing socio-economic data on their stations or their markets. BBDO's media analysis contended that it was the function of the stations to collate this data, but the reps retorted that the information was already being syndicated and it was up to the agency to subscribe to it. If you figure March as an index, daytime tv set usage in 1962 has taken an appreciable hop over 1961 both as a whole and for each householder-head age group. The source of this comparison is Nielsen and here's how the average weekly usage by hours (Monday through Friday 10 a.m. to 5 p.m.) measures up: YEAR U. S. COMPOSITE UNDER 40 40-54 YEARS 55 AND OVER 1962 8 hrs.; 24 min. 10 hrs.; 12 min. 8 hrs.; 12 min. 7 hrs.; 12 min. 1961 7 hrs.; 36 min. 9 hrs.; 18 min. 7 hrs.; 12 min. 6 hrs.; 36 min. The Triangle stations have recruited the participation of ad agencies in the group's drive to get Standard Rate and Data to put out a separate book for fm. The approach: a questionnaire seeking agency reaction to the proposal. A similar questionnaire, the agencies were informed, has been addressed to fm broadcasters. If the replies hack up Triangle, the group intends to suggest the formation of an ad hoc committee to meet with SRDS personnel to discuss the "mechanics in- volved." Philco's Miss America Pageant failed this September to hit the 20-million home mark: it fell short by about a million. However, the other few entertainment specials aired on tv in September all told didn't have much more than Miss America's audience. Here's the data on the September entertainment specials as reported by Nielsen: PROGRAM DATE % HOMES Miss America 9/8 38.3 19,073,000 Variety Garden 9/18 16.5 8,217,000 Judy Garland (rerun) 9/19 13.7 6,823,000 Lincoln Center Opening 9/23 9.2 4,582,000 You may be witnessing in the tv program fare this season the beginning of a casting revolution for the medium which per se flouts one of the old myths of show business. And that myth is this : an all-male piece of entertainment can't click, where there are men there must be women ; a vaudeville bill must be properly balanced between men and women. Strange as it may seem, the myth refused to down despite such memorable suc- cesses in show business as A Walk in the Sun, Journey's End, Stalag 17, the Long, the Short and the Tall. Three of this season's series getting a lot of talk on Madison Avenue are GaUant Men, Combat and McHale's Navy. In each of these the character dominance is strictly male and the inclusion of the female a fairly minor fixture to the script. 22 SPONSOR/29 OCTOBER 1962 First in Hoosier Hearts James Whitcomb Riley, beloved Hoosier Poet, whose nostalgic verses about childhood and farm life are still treasured by Americans everywhere. First in Hoosier Homes "When the frost is on the punkin," more than at any other time of year, Americans remember our Hoosier Poet, James Whitcomb Riley, as they enjoy anew his beloved Halloween Poem, "Little Orphant Annie." Here in Indiana, he will be remembered in a special way this year, in a half-hour television broadcast presented as part of our new documentary series, "Our Hoosier Heritage." Developing this series took two years of hard work . . . but it was a labor of love, for we are Hoosiers to the core. And programs like this — as well as outside activities, such as our annual Antique Auto Tour and our annual train pilgrimage to the "Circus City Festival" at Peru, Indiana — keep us in touch, close touch, with our audience. We like that. Our audience likes it. And, as you well know if you are among them, our advertisers like it. You're not ? Then find out now about the special place we have in Indianapolis and the rich satellite markets surrounding the metro area. Just ask your KATZ man. SPONSOR/29 October 1962 TIME-LIFE BROADCAST INC. America's 13th TV Market with the only basic NBC coverage of 760,000 TV set owning families. ARB Nov., 1 961 . Nationwide Sweep. 23 v_y TwJsi tlfe MEDIA DIRECTOR CHEERED! SHOWS WHLI sland * -4TH LARGEST MARKET IN U.S.-A SEPARATE, INDEPEND- ENT AND DISTINCT MARKET * Nassau-Suffolk (Long Island) accounts for more Gas Sta- tion Sales than 25 states and its $31/4 Billion Retail Sales out-ranks the following major metro markets: Philadelphia Dallas Detroit St. Louis Cleveland Milwaukee Washington, D.C. Seattle Boston Minneapolis Houston Pittsburgh San Francisco Kansas City Baltimore Atlanta Long Islanders listen, and are loyal to WHLI because WHLI pro- vides exclusive programs and services that are vital to resi- dents of Long Island. r ► 10,000 WATTS WHLI AM 1 1 00 FM 98 3 HIMPttlAD LONG ISIANO. N T w ma ot PAUL GODOFSKY, Pres. Gen. Mgr. JOSEPH A. LENN, Exec. Vice-Pres. Sales REPRESENTED by Gill-Perna 'SPONSOR BACKSTAGE by Joe Csida Chevrolet's way with talent In Detroit last week, I got a good close look at the way sponsors, agencies, television and radio stations and talent work in the vital area of pub- lic service. I also got a first-hand idea of how one of the nation's smartest sponsors indoctrinates talent to do a job with maximum enthusiasm. Since I am back in my own talent management, music publishing and record producing business, it once again becomes my pleasure to work with Eddy Arnold, whom we have managed since I organized the com- panies in 1954. Eddy Arnold has been doing some commercials for Chevrolet, so when Garth Hintz of Campbell-Ewald called upon him to sing on a television show for charity, Eddy was glad to accept. The charity was Detroit's United Foundation, which of course is the motor city's one-for-all charity drive. The 1962 goal is $19,800,000, which will be split up among 195 health community services in Wayne, Oakland and Macomb counties. Cooperation from all Chevrolet prevailed on Eddy to come out. Ford "delivered" Vic Damone, who did a tv show, The Lively Ones, for them all summer. Maurice Evans, who was in Detroit playing the beautiful Fisher Theatre with Helen Hayes, and Meg Myles, who was working the auto show at Cobo Hall, rounded out the performing talent on the bill. Ben Alexander, who worked on close to 300 episodes of Dragnet as Jack Webb's partner, emceed. He and Eddy were particularly apt choices, because in addition to being excellent entertainers, they are sound businessmen. Ben is one of California's more successful Ford dealers. He was, as a matter of fact, a Ford dealer long before he began to ask Sergeant Friday "What do you think, Joe?" He also owns, among a number of other businesses, a Union oil station in Los Angeles and a mortuary in San Francisco. Eddy owns substantial real estate in and around his Nashville, Tennessee, home base, including a plot and building he leases to a local Buick dealer. Among many other activities he is also on the Board of Directors of a thriving insurance company. This able cast was jelled into a solid half-hour of well-paced tele- vision entertainment through the efforts of Pete Strand, program manager of WXYZ-TV. Even though there was very short rehearsal time available, Pete did a terrific job in directing the show. He worked with a script by a writer from another local station's staff, Seymour Kapetansky of WWJ-TV. WJBK-TV also supplied personnel. The latter, of course, is the local CBS outlet. WWJ-TV, owned by the Detroit News, is the NBC station, and WXYZ-TV is affiliated with ABC. All three of these key network outlets gave up 7:00-7:30 Tuesday night to carry the United Foundation show. Chevrolet, of course, is one of the five automobile divisions of General Motors, the biggest by far of the five. Chevrolet is one of the very few advertisers who still sponsors complete major shows in prime network time. The only other example which comes readily (Please turn to page 44) 24 SPONSOR/29 October 1962 WANTED TO PURCHASE Aluminum arm chairs, chaise lounges, fold- ing tables and redwood furniture by large wholesale distributor. London, England (One of thousands off typical export opportunities for American businessmen) The world is your market place. From South America to South Asia there's an immediate need for furniture, construction equipment, appliances, plastics. The list is endless. And so are the business opportunities. To help American businessmen take advantage of these op- portunities, the U.S. Department of Commerce has established permanent Trade Centers, which serve as showrooms for smaller American manufacturers. Here businessmen can find agents, buyers or distributors to represent them abroad. One such center has already been established in London. Another just opened in Bangkok, Thailand. Others will be launched in Tokyo and Frankfurt. Example: The biggest sale ever made in England by any single men's wear manufacturer, $400,000, was consummated at the United States Trade Center. Another manufacturer sold $250,000 worth of aluminum furniture. To find out how you can exhibit at United States Trade Cen- ters abroad to get your share of profits in growing world mar- kets, contact The United States Department of Commerce— field offices in 35 major cities. Or write: Secretary Luther jtw <^ H. Hodges, United States Department of Commerce, sw%4* Washington 25, D. C. You'll get a prompt reply. '»«t <«»* BUILD YOUR BUSINESS BY BUILDING AMERICA'S EXPORTS Published as a public service in cooperation with The Advertising Council and the United States Department of Commerce. SPONSOR/29 October 1962 25 The Story of The PGW Colonel. . . A Best Seller For More Than 30 Years ON THE GO HE KNOWS THE OTHER SIDE OF THE STREET W Radio Colonels devoted 48 years to selling print media before joining our company. The Television Colonels were with the networks for 48 years. Altogether, we've had 132 years on the other side of the media street. y were instructive years— and because of them, all PGW Colonels have a better, broader understanding of media values— and how to evaluate them That's why the Colonel is always on the yo! II- Pioneer Station Representatives Since 1932 )F»K ATLANTA DETROIT CHICAOO BOSTON ST. LOUIS PT. WORTH MINNEAPOLIS LOS ANOELES DALLAS PHILADELPHIA SAN PRANCISCO M llllll!llli:i!li:!l!l!llli;!lll'!lllli|ll!lllill!lllllllllillll!i|l' Hastings Brosious T. Mitchell Hastings (1) is pres., NAFMB, and head ol Concert Net- work. Negotiator H. Brosious is pres., Hamilton Audio Electronics IlllilllllUIIIIIOIIIIIill ■ SPONSOR/29 October 1962 33 DEAN ARCHER ARMSTEAD AGRICULTURE BIFF BURNS- BARRY SPORTS CAMPBELL- DIRECTOR BELOVED -T STAR Q Mc BEE BEE TWINS FAMOUS ORCHESTRA LEADERS CHARLES, HOMELY, POET PHILOSOPHER The daft, wacky world of Bob & Ray _, . _____ _ ___■:_!___: ► Advertisers flock to their new radio show ► Radio better medium to work in, boys insist ► Will resume tv voicings of Bert and Harry Profoundly devoted to radio are those two deftly comical lads, Bob and Ray, more formally identi- fied as Bob Elliott and Ray Gould- ing. Nothing short of a twister, it appears, would transport them from radio— a most persuasive means of communication which has heaped on them fame and a dazzling income. True, they also have grazed in the verdant pastures of videoland and their voicings of Bert and Harry in the Piel's Beer tv com- mercials, for one, have brought them spectacular success, but it is plain to see that their collective heart belongs to daddy— and their daddy is dear old radio. After a two-year hiatus, Bob and Ray and their variegated roster of characters are giddily ensconced in a Monday through Saturday (4 to 8 p.m.) soiree on WHN, New York. And, as anticipated by sta- tion sales executives, the Bob and Ray comedy ad-libbings have brought forth a bumper crop of advertisers. "Acceptances have been phe- nomenal," Herb Weber, general sales manager of WHN, told spon- sor last week. "Availabilities on their program are now difficult to clear." Sponsors latching on to this skillful pair of performers are local, regional and national. They include Alemite, Blumenthal Bros. Chocolates, Firestone Tire and Rubber Co., Chock Full 'O Nuts, Fisher Body, Yonkers Raceway, Barricini candies, Beneficial Fi- nance, Eastern Airlines, Equitable Life Assurance, Ford, Guardian Maintenance, Plaid Stamps, S&H Stamps, La Rosa macaroni, R. H. Macy's, Piel's beer, Savarin coffee, Tareyton cigarettes, Prince maca- roni, Golden Press Encyclopedia, Investors Planning, Schrafft's res- taurants, Camel cigarettes and Birds Eye frozen foods. Ad Virtuosos. What Bob and Ray do with the bulk of these commercials is evidently rousing to the increasing number of listeners to the program. In many in- stances, they are working from fact sheets, ideal vehicles for Bob and Ray to display their virtuosity at gay and saucy ad-libbing. Moreover, the majority of cli- ents today are not averse to hav- ing their products "humorized." They have discovered that the Bob and Ray approach is a fine sales weapon, be it on a local, regional, or national level. Exulted Weber: "The Bob and Ray brand of hu- mor is spontaneous. It is true, pure entertainment and their ap- 34 SPONSOR/29 October 1962 SONG SAYER NATALIE ATTIRED & HER DRUMMER "EDDIE MARY MCGOON- HOME ECONOMIST WEBLEY WEBSTER- BOOK REVIEWER TEX BLAISDELL- COWBOY peal is most effective when aimed at the young adult." "With the sort of material we do, based on the imagination, ra- dio is the only desirable spot," Bob remarked. "This is the niche we're most comfortable in. Maybe you ought to put us down as pretty lazy fellows." Said Ray: "It is a splendid me- dium to work in. Why? Simply because we don't get cluttered up with props. On the radio all you have to do is say you are in Madi- son Square Garden or Yankee Sta- dium; on television, you have to have it painted on the wall. I think radio is going through a re- birth." More talks. They said music was becoming somewhat of a bore be- cause nearly every radio station sounded alike. "People want lo hear talking again," they insisted. They thought television had lost its "liveness" except for news. Fur thermore, they criticized some ra- dio and television stations for in- dulging in too much "copycatism." They also were of the opinion that radio should bring back soap op- eras and mysteries, "hiring back programs!" they repeated. Happily, Rob and Ray were ushered into WHN amid promo- tional fanfare the likes of which has rarely been seen in urban broadcast circles. Under the aegis of John P. Newman, promotion and merchandising manager, the Hob and Ray welcoming campaign, involving an expenditure of near- ly $250,000, called for multi- pronged assaults in various media. For three months, ending this week, the station virtually saturated New York and New Jersey with news of the arrival of Bob and Ray. In keeping with some of the zany goings-on on the Bob and Ray pn> grains, Newman evolved a "Help Bob and Ray to Fame and Fortune and a Worry-Free Old Age Kit" consisting of a da-glo bumper strip for the front of one's car ("I'm on my way to listen to Bob and Ray . . .") ; a second bumper strip for rear bumper ("I've just been lis- (Plcase turn to page 50) Comedy team in promotion campaign Bob and Ray's return to radio on regular basis was her- alded with big $235,000 WHN, New York, promo, campaign Backing up Bert & Harry Cartoon characters of Bert 8c Harry, salesmen for Piel's beer, are returning to tv with Bob and Ray as voices SPONSOR 29 October 1962 35 10 hints on pitching local radio Selling non-radio advertisers, no cinch Station must often act as ad agency Should know customer and have ideas Selling local radio to local re- tailers involves a great deal more than making routine visits. Station managers say the first com- mandment in pitching non-radio is "know thy customer's business" and then go out and sell him with ideas for improving his business. And it is not incidental that these ideas include the use of radio. The newspaper's firm establish- ment in local areas since pony- express times has proven a prob- lem to some radio station men. From the very beginning, local merchants have looked upon print as the basic medium. They have had experience with it, their fa- thers used it, they trust it, and even know a little bit about it. To se- cure a new radio advertiser who has been using print for years, ra- dio people have to have original- ity, enthusiasm, tenacity, and a willingness to do the work an ad- vertising agency woidd do for a larger client. If the radio pitch is successful and a sale is made, radio men agree, advertisers are more-often- than-not satisfied and increase their radio budgets. ^UIIIiillUJlliiJIIiJIIiillllii^iilir'-flllllJi.-.-.lilMi.^lllNiljllliiJIiMliMi'tMIJiriMIMlJMIIin'llililllMlllli 'i;' i||| '"," ■ i ; ;:| ;■ r :||| :'!lll|ii:ill ll!llllll]|:illllll[|lllli:i[IIlll!flllin[llllll^ 10 recommendations on how to sell local radio to non-radio advertisers 1. Establish a strong reputation for your station 2. Study customer's business and make suggestions for improving it which include radio 3. Walk into customer's office with campaign ideas to fit his needs 4. Convince customer radio gives the lowest cost-per-1,000 5. Document radio's large out-of-home audience 6. Explain how radio separates competitive advertisers and dominates the attention of the listener during a chosen time period 7. Be willing to handle ad agency functions 8. Don't sell against other media, sell for radio 9. Point out air personalities' rapport with audience 10. Use case histories to show what radio has accomplished lllllllllllllllllllllllllllliilllllih Ten recommendations, sponsor talked with local station managers and gathered 10 recommendations and pitches that have brought sales results from previous non-radio ad- vertisers, and in some cases non- advertisers (see chart) . Every sta- tion comes up with different ways of employing these techniques; some of them are noteworthy. "The single important basis for our pitches," says WOHI, East Liv- erpool, O., sales manager, Charles Stuart, "is a study of the custom- er's complete business, based on in- terviews with management, person- nel, and clients. With the results we make suggestions for improving his business which involve the use of radio. More than radio. "Our most suc- cessful pitches have been to busi- nesses which lacked a uniform advertising or merchandising ap- proach. We sell them much more than radio advertising — we sell them ideas for the store." Stuart recently signed a major women's department store which radio salesmen had been badger- ing for years. In 1959 the company tried radio for one month but was dissatisfied. With a plan in mind Stuart decided to show the com- pany "what should be done" and what "radio would do." He learned that the store's owners were con- cerned about a lack of public ac- ceptance of their quality lines. The buyers for these lines just weren't coming in. The store had always had a low-cost identification and newspaper advertising seemed to be unable to pull the new cus- tomers. WOHI started by thoroughly ex- ploring the store and talking to all the sales girls, more than 50. Sta- tion personnel interviewed an equal number of customers, and solicited opinions from office girls, their friends, and even people on the street. Creating a campaign. From all the information gathered, an en- tire image-building campaign was 36 SPONSOR/29 October 1962 organized, involving the use of a female fashion expert. Stuart ob- tained the services of a nationally- recognized beauty expert who was willing to lend her efforts for the publicity gained for a new school she was opening. She would kick off the campaign with a fashion show, the store's first. Pepsi-Cola agreed to supply free drinks after the show. All of this was done without consulting the store's top management. "We wanted to im- pose a fait accompli," Stuart says, "and we did." When station executives met with management they presented a written proposal which outlined an entire advertising campaign, methods, cost, scheduling, and even sample newspaper advertisements and a number of store merchandis- ing tie-ins. This was accomplished with a half-hour tape-recorded presentation which included a dis- cussion of the principles of radio advertising, the station's coverage and ability, and how the station would handle the proposed cam- paign, finishing with sample com- mercials. "The management was snowed. Never before had they been pre- sented with such a well-prepared, thoughtful, written proposal. They bought the whole package," Stuart said. Selling ideas. In the Hartford, Conn., area WPOP executives also admit that in order to sell non- radio advertisers it is often neces- sary to create entire promotions or campaigns with merchandising methods. The station sold Clayton Motors on the idea of a "million dolhir arrival" to stimulate traffic of cus- tomers and increase the exposure of cars to the public. The amount of $1 million (in old Brazilian money) would be delivered in armored cars on a given day. In response to the idea of seeing $1 million, 3,500 people showed up. Results: in two weeks the dealer sold 72 cars, when his average had previously been 15 cars monthly. To a mattress dealer in Hart- ford, who never advertised on ra- dio, the station sold the idea of a leaping d.j. A station d.j. climbed Non-radio advertisers require thorough study Charles Stuart (far 1) and William Kozel, YVOHI, East Liverpool. Ohio, explain radio copy to assistant manager and salesgirls of A. J. Olsen Co. Station studies client's business, prepares campaign ideas to pitch major non-radio advertisers into the display window and lept all day long to prove the durabil- ity of the mattress. Radio was used to draw crowds and many buyers. Results: the store now advertises on radio regularly. Many stations use the one-shot promotion to draw a single adver- tiser, but more often than not the station has a reservoir of other ap- proaches that appeal to new adver- tisers. KMOX, St. Louis, reports it has had a number of new busi- (Please turn to page 50) Station offers to install public address system Alex McQueen, WSJS, Winston-Salem, N. C. (1), offers to have public address sys- tem installed during radio-advertised promotion at shopping center. Julia Caudle, promo, mgr. for shopping center and Pick Hawkins, Armstrong, discuss plans SPONSOR/29 October 1962 37 New facts lift lid on weekend radio High male listening Nears peak weekday Weekend spots less on weekends documented drive times in some periods crowded, less costly Radio sellers who consistently run up against walls of stub- born resistance while touting the sales potential of weekend radio can treat themselves to a compla- cent sigh of relief. The reason: a recent CBS Radio Spot Sales sur- vey not only debunks the battle- scarred theory that weekend radio is "dead" but offers substantial proof that these time segments dish up male audiences which ri- val in size the Monday through Friday drive times. Nine-market study. The study is based on Nielsen in-home male listener and national car radio data. It was conducted in nine markets: Boston, New York, Phila- delphia, Chicago, St. Louis, Min- neapolis-St. Paul, Portland (Ore.) , Los Angeles, and San Francisco. CBS Radio Spot Sales feels strong- ly that the uncovered data is in- dicative of markets across the coun- try. And while nothing quite matches the "reach" of the early morning drive time period — the 7:30 to 8 a.m. period, Monday through Friday — the study offers proof positive to the fact that ad- vertisers who clamor only for the already heavily crowded weekday drive-time segments are not getting the most mileage out of their ad- vertising dollars. 80% as high. Percentage-wise, the study provides these eye-open- ing figures: during the weekend the male listening rate is 75 to 80% as high as the top morning drive-time half-hour and often higher than afternoon drive times. The study further documents that the male audience shows high tune-in stead- ily through the day. The highest peak is reached between 9 a.m. and noon in some cities, while in oth- ers the afternoon period registers as high. CBS Radio Spot Sales invited other station reps to a special meet- ing to make the findings known and discuss ways to implement them for radio. It was a considerably heartened group of 35 radio sales- men from 29 firms who heard CBS Radio Spot Sales' v. p. and general sales manager, Maurie Webster, during the explanatory session held in the CBS building last week. And all left the meeting with copies of the survey and sets of charts. Earlier, charts were dis- patched to ad agencies and key clients. Here is the firm's step-by-step explanation of how the survey was conducted: 1) "Starting point was the metro area, in-home, radio audience on- the-hour and half-hour throughout the day. For example, 1 million homes. 2) "To (1) , we applied listen- ers per home. For example: 1,- 000,000 X 1-5 equals 1,500,000 lis- teners. 3) "Then, we applied the per cent of male listeners audience composition for the time period. For example: 1,500,000 X 30% equals 450,000 in-home male lis- teners. 4) "To the in-home metro area audience we applied the auto-plus from the NSI report for each time period. Remember, Nielsen auto- plus is a national average applied according to regional areas and does reflect regional variations. However, individual markets could have higher or lower auto-plus fig- ures because of purely localized lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllillllllilllll Best radio times to reach men in Chicago 7 AM MF 80 Gre^tfc; Ctecip rwi^iMJrt!^ fi:ea '8 Counter 60 40 20 m r SUN 6 AM 7 8 9 10 11 12 N 1PM 2 3 4 5 6 7 8 9 10 11 12 Mid Weekend listening 30% above second-best drive time In Chicago, 8:30-9 a.m. Saturday male listening is 85% as high as best weekday drive time. For eight continuous hours Sunday tops weekdays' peak in afternoon IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIM 38 SPONSOR/29 October 1962 variables. The figure used (ilie appropriate regional auto-plus as given in NSI Reports for each market) is the closest evaluation available. "Continuing the example: 1 ,- 000,000 X 20% equals 200,000 metro area car radios being used. 5) "Then, to (1) we applied the number of listeners per car from Nielsen's Car Radio Study). For example: 200,000 X 1-7 equals 136,000 men listeners. 6) "To this, we applied the Na- tional Car Radio Audience Com- position percentage of male listen- ing. For example: 310,000 X 10% equals 136,000 men listeners. 7) "Finally, the in-home male audience and the car listening male audience were added together. For example: in-home male listeners, 450,000; car audience male listen- ers, 136,000; total male listeners, 586,000." All figures in the explanation are examples only and used for ease in interpretation. Charts for each market were plotted with the 7 a.m. male audi- ence (Monday-Friday) as being equal to 100% (except New York minium Best radio times to reach men in New York 7:30 AM M-F 100% 8fr 60 40 20 m»::: K K* M 1» KJ M M M W 6 AM 7 8 9 10 11 12 N 1PM 2 3 5 7 8 9 10 11 12 Mid Saturday, Sunday mornings and Sunday afternoon tops In New York, male listening is highest from 9 a.m. to 1 p.m. Saturday and 9 a.m. to 5 p.m. Sunday. Sunday audience equals high weekday drive time, al noon lllllllilllllllllllllllllllllllllllillllllllllllllllllM City) . In all markets this was the time period that attracted the largest male radio audience. iiiir . i;i ■ .in :: ■.■■ii!!i!,..rJi::;;:umll:;I;Miii:-.ii M1 : -:!! .,n:,:. :ii..- :!iui.,uiM1' ..,uiimj:, - -i;:!... ;... i.,. ■■■- ."i,i,- .iihM ■ i:;ii;" .ii'M!: .i ,; n.iii: .::!i1.:..i.ni: . Best radio times to reach men in 'Frisco 7 AM MF 180% 80 60 40 20 6 AM 7 8 10 11 12 N 1PM 2 3 4 5 7 8 9 10 11 12 Mid Steady weekend audience peaks at noon on Sunday Saturday male listeners are 70% as high as weekday, from 9-10 a.m. and 4-4:30 p.m., dropping off 20% in between. Noon-1 p.m. Sunday is 90' , "I weekday high ■IlllllllllilllllllllllilUi In the cities other than those whose charts appear on this page, the evidence for weekend radio is equally impressive. In both St. Louis and Minneapolis-St. Paul, Saturday listening from 9-9:30 a.m. equals the best weekday time, 7- 7:30 p.m. In St. Louis, Sunday lis- tening from 10-10:30 is also as high. Roth the Saturday and Sun- day peak male radio audiences in that city are higher than the sec- ond-best weekday spot. Interest- ingly, the No. 2 weekday period in both St. Louis and Minneapolis-St. Paul is not 5-6 p.m. drive time, but noon 12:30 p.m., according to the study. Charts for Boston, Philadelphia, Los Angeles, and Portland, Ore., further support the strength of weekend male audiences. 7 a.m. listeners. Numerical male audience as of 7 a.m. in each metro area market was as follows: boston. 123.520: New York City, 681,630 (7:30 a.m.) : Philadelphia. 182.770: Chicago. 125.110; St. Louis. 100.200. Minneapolis-St. Paul. 85,980; Portland, 50.960: Los Angeles, 359,030; San Francisco. 165,980. ^ SPONSOR 29 October 1962 39 How Grove Labs clear tv/radio copy ► Grove v.p. tells hurdles drug copy must pass ► Shows Missouri Broadcasters importance of spot ► Suggests pitches for small-market outlets ZZZZZZL-ZZZZZ ~~ : "Z_ , z zzzzz BY REGINALD TESTEMENT v.p., Grove Laboratories I have no intention of trying to tell you how to run your busi- ness successfully and profitably. However, I do intend to supply you with information about our business which should have a di- rect influence on the selling meth- ods you use with national accounts. And this, I am certain is of impor- tance to you. I represent a proprietary drug manufacturer. As you well know, this industry invests a tremendous amount of money each year in ad- vertising. All national media are given serious consideration in plan- ning our campaigns. In my posi- tion it is imperative that I be as objective as possible. Media must be evaluated with consideration to their various abilities to do specific jobs. Currently our faith in broad- cast is evident by the amount we invest in this medium. And I say invest because it must provide a return. Perhaps if you know more about how we approach our ad- vertising problems and how we al- locate advertising funds, you will be a few steps closer to getting your share of this highly desirable and lucrative national advertising spot business. Press relations. Even the men- tion of proprietary drug advertis- ing sometimes puts broadcast man- agement on the defensive. The in- dustry has had a bad press the last few years . . . actually worse than it deserved. It has been a target for sweeping criticism and condem- nation from many sides. Admitted- ly some of this was indicated. But it only takes a few bad actors to create a negative image. The great majority of proprietary drug manu- facturers make every effort to be truthful in their claims and to use good taste in the way the material is presented. We are seeking out those people in your audience who have the symptoms our medications are de- signed to relieve. They will find it possible to have empathy for the person in a commercial evidencing the symptoms they are experienc- ing. Commercials can be struc- tured to do just this and do it in good taste. For some time there has been a trend to the more so- phisticated, soft sell in drug com- mercials. I'm sure you are aware of this. Manufacturers have learned this approach, used properly, can be more efficient than the knock- down, drag-out, hard-sell method. Planning commercials. Let me cover some of the steps in the de- velopment and clearances of com- mercials in our company-agency relationship. Our product planning and quality control operations are headed by a doctor of medicine, an accredited member of the Amer- ican Medical Association. This di- vision provides our advertising agencies and our internal divisions with comprehensive product man- uals. These manuals cover techni- cal literature references relating to each ingredient in the formulation. Dosage, effectiveness, safety and side affects are described compre- hensively. All data resulting from laboratory, animal and clinical in- vestigations are presented in both tabular and editorial form. Where we feel it will be helpful, the divi- sion head meets with agency ac- count management and creative personnel to present the complete story. A question and answer peri- od permits these people to probe every area even more in detail. With this kind of indoctrination, the agency is in a better position to present sound, factual copy. When the advertising depart- ment is satisfied with the creative product of the agency, we put it through our copy clearance proce- dure. The doctor heading product planning is responsible for review- ing the copy from a medical view- point to see that claims made for efficacy are valid. After his review, the copy goes to the lawyers on the clearance committee. Their partic- ular firm specializes in Federal Trade Commission and Food & Drug Administration regulations and acts as legal counsel for some of the best known organizations in our fields of activity. With their up-to-the-minute knowledge of gov- ernmental agency interests and at- titudes, they are in an excellent po- sition to point out any legal prob- lems that might occur through use of the claims presented. After review by medical and le- gal, copy is returned to the adver- tising department. If any objec- tions are registered by the clear- ance committee, revisions must be made to satisfy them. The only person who would have the author- ity to override such objections, and where there is valid argument for both sides, is the president of our company. We have never found this necessary. We are convinced this clearance procedure is sound and practical because we wind up with advertising copy that presents our product story without misrep- resentation. So much for copy. Emphasis on spot. Television and radio advertising is vitally im- portant in our multi-million dollar advertising expenditure. Certainly we use newspapers, magazines, car cards, canoe sides, but the predomi- nent investment is in broadcast. Of that, our company, over the last few years, has placed far more emphasis on spot rather than net- work. 40 SPONSOR/29 October 1962 We need the flexibility spot ad- vertising provides. In most cases the strength of our individual brands has not developed uniform- ly across the country. Factory sales by product are broken down into small areas and advertising dollars we allocated to those areas accord- ingly. Through use of spot, we can build the kind of frequency that is most efficient for each area. It can be patterned to complement net- work coverage. It is important that our cold tab- let advertising be exposed to an individual at about the time when he is first catching cold. This can happen any day of the week, any hour of the day. For that reason we need all the frequency our bud- gets can provide. That's where spot advertising is our cup of tea. Nat'l spot dollars. A recent study of national spot dollars is of major concern to most of you here today, because it reveals such an over-whelming concentration in major markets. Out of over 1300 brands studied, only 14% went out- side the top 100 markets with their spot buys. To improve this situa- tion, there seem to be several areas where you as station management people can strengthen your selling story to national accounts. Quite often your national rates are not based as attractively as they could be. Generally speaking, we find our dollars more efficiently in- vested in larger markets. Once again, I am not telling you how to price your product. You are the only one in a position to determine that. I do think it important that you step over to the buyer's side once in awhile and see how your cost-perl, 000 stacks up with buys in major markets. Since quality of audience is also important, cost- per-1,000 is not the sole criterion; nevertheless it is a big one. If you are out after business for a specific brand, better know something about its distribution and sales picture in your area. You may be spinning your wheels if the brand doesn't have adequate dis- tribution. On the other hand, in- adequate distribution might be the basis far a selling story keyed to improving thai distribution. Such information could give you an effec- tive selling story. How do you get it? Through your local brokers, wholesalers, retailers and chains. Get to know them. They can In- valuable. Sometimes you can build a sound selling story around the use of your station by local chain and retail stores. Isn't it logical that national advertisers are looking for the same audience? Local markets. You can't know too much about your local market. Know the people, their demo- graphic characteristics, the indus- trial picture, economic trends, so- cial habits, political views, civic in- terests, organizational activity. Every national advertiser has dif- fereni problems. Youi knowledge about one element in your local picture could vci \ well be the im- portant key to getting bis adver- tising on your station. A logical grouping ol two or three contiguous markets may create a total package sufficiently huge and economical to attract national advertising dollars. The Flint-Hay City-Saginaw group is an example. It is imperative that it be soundly conceived from both coverage and total make-up of the market package. Properly pre- sented, with comprehensive infor- mation about the market group, covering retail sales by type ol store, numbers of different types of outlets, population, coverage, etc., the package might be quite attrac- tive for national advertisers. ^ Addresses Missouri Broadcasters Assn. fall conclave Two-day meeting of Missouri Broadcasters recently in Jefferson City, Mo., was addressed by Roger Testement, v. p. of Grove labs, heavy radio/ tv advertiser SPONSOR/29 October 1962 II What brands they buy in 8 markets ► 1962 TvAR Brand Comparison Report out ► Documents regional variations in usage ► Regular coffee big in Frisco, down in Boston Where a consumer lives has a bearing on what products he uses and what brands he prefers, indicates a study released today (29 October) by Television Adver- tising Representatives. The 1962 Brand Comparison Report sizes up what the consumer buys in eight major markets in the U. S. Here are some highlights: • Coffee. In all the markets 91% or better of those interviewed are coffee drinkers. But the wrin- kle comes in the type of coffee pre- ferred. In San Francisco, 45.5% use regular only, 12.2% instant only, and 35.3% use both. But in Boston, only 19.8% use just regu- lar brews, while 25.2% like only in- stant and 46.3% drink both. Max- well House is the top regular brand in seven markets, and the top in- stant in all eight. • Cigarettes. 57% or more of the men in all markets are smok- ers. But in four markets the scales Brand preferences in nose drops, sprays, and inhalants Brand BOSTON BALTIMORE WASHINGTON CHARLOTTE Mar. 1962 % Mar. 1961 % Mar. 1962 Rank Mar. 1962 % Mar. 1961 % Mar. 1962 Rank Mar. 1962 % Mar. Mar. 1961 | 1962 % 1 Rank Mar. | Mar. 1962 1961 % % Mar. 1962 Rank Alcon-Efrin (a) (b) Congest-aid (a) (b) (a) (b) 2.2 (b) 7 (b) (b) Coricidin (b) (a) (b) (a) 1.7 (b) J 8 (b) (b) Dristan 6.7 8.6 3 16.5 17.1 3 22.3 13.3 { 2 14.5 19.4 3 Hedco Nose Drops (b) (b) (b) (B)-H (b) (b) . (b) (b) Johnson & Johnson Nose Drops 2.0 (b) 8 (b) M (b) (b) Privine 1.3 8.1 9 4.7 2.4 5 2.8 2.7 6 (a) (o> Prothriein 5.3 (b) 4 (b) (b) (b) (a) (b) Voxol (b) (b) (b) Vicks u 39.3 34.0 1 49.4 38.8 1 35.8 39.4 1 44.0 30.9 1 Figures expressed as % of families using nose drops, sprays, and inhalants. 'Includes Anahist. (a) Less than 1.0CJ. (b) No purchasers found in sample or not distributed ■B»iiMaMJiiJitriiHimirfVf.|N|||yiiiiiitniTl|[^ 42 SPONSOR/29 October 1962 .are tipped by a predominance o£ non-filter smokers. In the remain- der smokers ot filtered cigarettes are more abundant. However, a filter cigarette is the brand leader in all markets (Kent in one, L&M in one, Winston in six markets) . . • Cold cereal. Use ol cold cere- als is high, from 79% in Boston to 85.1% in Cleveland. Kellogg's Corn Flakes is the leading brand in all eight markets. • Hot cereals. Consumption of hot cereal is up in all markets but San Francisco, where it has dropped 5% from last year. The overall range of use is from 62.3% in Boston to 70.7% in Cleveland. Mothers Oats is top brand in two markets, Quaker Oats the leader in all others. • Beer b tile. Baltimore is (he highest ranking market for beer and ale (51.5%) and Charlotte is low-market with 26.9%. In five markets the brand leader is a re- gional brew. • Tea. Tea-drinkers are lowest in San Francisco (76.3%) and highest in Charlotte (86%,) . lap- ton is the brand leader in all mar- kets, but even as the No. 1 brand it shows a wide range in popular- ity from 27% of tea-drinking fami- lies in Pittsburgh to 91% in San Francisco. • Cold remedies. Vicks ranks at the top among nose drop brands in seven ol eight markets and leads die field in all eight areas among sales and ointments and cough and sore throat remedies. Interviews in spring. The re- port is based on field work con- ducted in March and May 1962 by The Pulse, Inc., in Boston, Balti- more, Washington, Charlotte, Jack- sonville, Pittsburgh, Cleveland, and San Francisco. In-home personal interviews with 4,800 families, an average of 600 per market, pro- vided the data. The report draws comparisons with the 1961 study, listing data of that report with cur- rent information. Setting aside marketing assump- ( Please turn to page 57) and how they rank in each of the markets surveyed JACKSONVILLE PITTSBURGH CLEVELAND SAN FRANCISCO Brand Mar. 1962 % Mar. 1961 % Mar. 1962 Rank Mar. 1962 % Mar. 1961 % Mar. 1962 Rank Mar. 1962 % Mar. 1961 % Mar. 1962 Rank Mar. 1962 % Mar. 1961 % Mar. 1962 Rank (o) 3.0 (b) (a) 2.6 (o) 7 (b) (o) Alcon - Efrin 1.0 ) (b) 1.1 (b) 9 NTZ Nose Drops 24.6 25.5 2 6.7 3.8 4 33.6 27.1 1 14.2 25.2 3 Neo-Synephri ne 1.0 (b) 7 1.5 2.2 8 3.8 2.0 5 4.0 2.0 5 Pertussin 2.4 3.7 5 3.7 2.2 5 3.8 3.0 5 1.7 (a) 7 Privine (b) (b) (b) (b) (b) (b) (b) (o) Prothricin 1.0 (o) 7 3.7 (a) 5 (b) (°) 1.7 <°) 7 St. Joseph Nose Drops (b) (b) 2.2 (b) 7 (o) (b) (b) (b) Sinex 6.6 10.7 4 9.0 14.2 3 5.1 13.3 4 6.8 8.6 4 Super Anahist* 1.4 (b) 6 (b) (b) (b) (b) 1.1 (b) 9 Vasoxyl (b) 4.4 (b) (b) (a) (b) (b) (b) Vazol 34.6 27.3 1 58.2 55.7 1 31.9 36.4 2 47.7 38.4 1 Vicks SPONSOR/29 October 1962 13- most important medium in COLUMBUS Test Market of the U. 3 X Columbus Ohio h,,. k a* e test ma'r " et0fCrkn0Wn % • an* f th,s capita/ reasons "' f0f fhese fa/f-dozen ]- ^'(-contained market f- Epical and diversify 3- Close to aver*! P°P"'ation 4 SfaJ age ,ncorr|e level '• stable market 5- Good distribution facj/i((.es 6Good^ as an indicator Columbus NBC TELEVISION The other dynamic WLW Stations WLW WLW-i WLW-D WLW-T Television Television Television Radio Indianapolis Dayton Cincinnati Crosley Broadcasting Corporation 44 ^SPONSOR BACKSTAGE Continued to mind is Kraft. Chevrolet has Bonanza on NBC TV Sunday nigh 9:00-10:00. It also sponsors in its entirety My Three Sons starrir Fred McMurray and Bill Frawley from 9:00-9:30 Thursday nigh on ABC, and it bankrolls a major share of Route 66 on CBS Thur day nights from 8:30-9:00. The Route 66 show is shared wit Phillip Morris and Sterling Drugs. To give you some idea of what Chevy's competitors buy in ne work tv: Lincoln Mercury uses participations in Stoney Burke, Be Casey, and Haiuaiian Eye, all on ABC; Chrysler buys participatioi in It's A Man's World, Saints and Sinners, and Empire, three ne shows on NBC; Plymouth uses participations in The Untouchabh on ABC and American Motors splits the bill with a number of otht buyers on The Flintstones on ABC. Garth Hint/ told us one fact about Chevy's tv coverage which w; a sharp commentary on the tough job an advertiser and agency fac in trying to cover all of the nation's televiewers. In spite of th spread of Bonanza and My Three Sons, Campbell-Ewald studies sho that Route 66 reaches some 4 million viewers who don't catch eitht Bonanza or My Three Sons. The reality behind the image After spending two days in Detroit and meeting Chevrolet an General Motors people as well as Campbell-Ewald people, and ol serving at first hand the way they worked with Eddy, I can see wh they would be one of the few companies in the land so successfi; that they can still buy prime time network tv hours and half-hour: Ed Cole, who is the General Motors vice president in charge of a] five of the company's automobile divisions, had the kind of warn friendly and lengthy talk with Eddy which has made Eddy a Ger eral Motors and Chevrolet salesman for life, on stage or off. Garti Hintz, who spent a number of years in Campbell-Ewald's Holly wooi offices working in their tv-radio department, but who now works ii the Detroit home office, squired Eddy and me around. At the rt ception following the tv show Tuesday night I was with young Stev Saunders of the Campbell-Ewald tv-radio department in Detroit. And on Wednesday Garth took us out to the Chevrolet plant ii Willow Run. Here the Willow Run personnel director. Ed North way, took us on a tour of this incredible assembly line operatioi which turns out one automobile per minute every minute of 17-hour double-shift working day. It produces both Corvair and Chevy lis. The Today show, incidentally, was to televise high lights of the Willow Run operation the Monday after we left. In the afternoon Garth took us out to Warren, Mich, (just outsid Detroit) , where we went through the General Motors Technica Center on a tour guided by Mert Carpenter. To call this fantasti complex of buildings, people, and activities a science fiction stor come to life is to understate it. Among countless other activities General Motors cars for 1970 are already being planned here. Eddy and I were fairly weary when Garth took us back to the Gen eral Motors building in town to say hello to the Campbell-Ewak brass, but you can bet that any commercials Eddy Arnold does foi Chevy or General Motors in the future will bear an even greatei stamp of authority and be presented with deeper conviction thai ever before. General Motors and Chevy's high position in American and work industry is obviously no accident. SPONSOR/29 October 1962 TIMEBUYER'S CORNER Media people: what they are doing and saying Foote, Cone & Bclding (New York) is fine-tooth combing the current crop of available timebuyers in hopes of latching on to a replacement for its departed senior buyer, Walter Reed. Wall, as reported here I October, abandoned his TWA, Savarin and Angostura Bitters ac- counts at FC&JB to take on broadcast media supervisory chores at Gumbinner. In the meantime, the agency-hopping game goes on and on. The latest players: DCS&S' (New York.) Larry Reynolds who bought for such accounts as Grove Laboratories and Bristol-Myers, starts today at }. W. Thompson (New York) reportedly buying on the Lever group . . . Lambert & Feasley's Jim Watterson went, along with the Warner- Lambert business, to Lennen & Newell. Speaking of Lambert & Feasley, Frank Sweeney, buyer on Listerine, wasn't the only one to exit the agency along with the account when it moved to }. Walter Thompson. He was joined, in the move, by senior buver Sam Leddv. Movie stars go to bat for timebuyers The game which rang clown the curtain on the sofbtall game season — the 95th Street All Stars game — attracted Lisa fames (1) and Joey Dee (fair), the stars of Columbia's new motion picture, "Two Tickets to Paris." Others: (1-r) D&:C's Phil Brooks, L&N's Bob Jeremiah, and SSC&B's Charles Camillieri Recommended reading: (Just in case you missed it) "Timebuyers: want to relocate?", sponsor 15 October issue. The story, based on a recent sponsor survey, clearly defines job opportunities (salaries in- cluded) in time-buying arenas in different parts of the country. The story does much to dispel "grass-is-greener-elsewhere blues" which oc- casionally plague even seasoned die-hards. New York's loss is Boston's gain dept.: Marilyn Perkins, who bought (Please turn to page 48) In a word, "Wow!" That's as good a word as any to sum up the reaction to our new morning programming combining the Wonderful World of Music with the Wonderful World of In- formation. At frequent intervals, we give brief service announce- ments such as weather forecasts, traffic reports, and news head- lines, plus complete local news and NBC news broadcasts. And the letters and cards from ap- proving listeners don't show any signs of slackening off. To tell people about our new format, we've launched a large- scale newspaper campaign using — of all things — a family of boiled eggs to illustrate what we're talking about. One ad, for example, shows a disgruntled- looking egg and is headed, "Do they say you're too hard boiled in the morning?" The copy goes on to suggest that if you suffer from Morning Grouch, listening to WEZE is a wonderful way to get in a good mood. The response to all this has been even better than we expected. Slightly phenomenal, as a matter of fact. Dial-twiddlers write to tell us they've given up the habit and now keep their radios at 1260, and — as one sponsor put it — "Our commercials really pull with an audience that's wide awake!" All in all, we think we've got something pretty special to offer — not only in the number of our morning listeners but in their responsiveness. A phone call to me at Liberty 2-1717 in Boston will get you all the facts and fig- ures, or you can contact your nearest Robert E. Eastman repre- sentative. Either way, you'll find us worth looking into. Sincerely Arthur E. Haley General Manager Other Air Trails stations are: WIZE Springfield WCOL Columbus WRIT Milwaukee WKLO Louisville WING Dayton SPONSOR/29 October 1962 45 IB S23&&8F H If WIS-TV were a It^HijMKwfc^fcJ^Jfc *l i>.i>JWMPh. Jw-Jp»^Ji fll jP lft.Jfc.Jk.JhJ^--**Mfc^4 ■P j^^S Ks*vK .vto-ne rdinary television station . . . 99 Chester (S.C.) Reporter "If WIS-TV were an ordinary television station, we would not be wasting our paper and ink," said the Chester (S.C.) Reporter in a recent editorial. "But WIS-TV is one of the pioneer stations in the South, and the only one, so far as we know, that has consistently tried to meet its public service obligations with energy and imagination." We thank our media colleague heartily. We don't think we are alone in recogniz- ing our responsibilities, but we will con- tinue to try to justify this kind of unusual praise, with unusual performance. WIS TELEVISION NBC / Columbia, South Carolina Charles A. Batson, Managing Director y X a station of -WBCSW- Y The Broadcasting Company of the South G. Richard Shafto, Executive Vice President WIS television: Channel 10, Columbia, S.C. WIS radio: 560, Columbia, S.C. WSFA-TV: Channel 12, Montgomery, Ala. All represented by Peters, Griffin, Woodward, Inc. wisV television JT BUYING CHAMPAIGN? 132 NATIONAL ADVERTISERS MUST BE RIGHT BUYING WICS20 WGHU33 WICD24 SPRINGFIELD CHAMPAIGN DANVILLE v /serving 21 COUNTIES N. including the Only Unduplicated Coverage in Central Illinois RETAIL SALES $1,224,422,000 POPULATION 953,290 HOMES 288,544 TV HOMES 271,038 SRDS, February, 1962 Sangamon and Macon Counties are the largest counties in Central Illinois for both Consumer Spendable Income and Total Retail Sales. PIUS TWVISIOI) STflTIOHS Wra WGHU33 WICD24 SPR I H G F I ELD CHAMPAIGN D A N V 1 L L E Executive Offices 523 E. d Springfield, Illinois; Phone ipitol Avenue, 528-0465 E a 1 Serving 27 Counties in 1 the Illinois Heartland " TIMEBUYER'S CORNER Continued for such accounts as Avon, Visa Airlines, and Benjamin Moore paints at Monroe Dreher, New York, deserted both agency and the Big City for Boston to be media buyer at Hoag & Provandie. Marilyn will be buying on all the H &: P accounts. Her Monroe Dreher post was filled by Donald Comeau who, with this job, re-enters both the business and the U.S. afer a year's absence. A former Grey and Al Paul Lefton buyer, Don spent the past year in Canada trying out another field. Just in case you're wondering who J. W. Thompson (New York) has tapped as buyers on Phillips Petroleum, their latest coup, at press- time the agency wasn't ready to name names. New buyer: Young & Rubicam's Paul Theriault, who worked in the agency's local programing department, has been named media buyer on the Birds Eye (General Foods) account there. Recent additions to the in-home audience figures: To Ben Sack- heim's (N.Y.) Dick Goldsmith, a son named David Michael, and to Dancer-Fitzgerald-Sample's (N.Y.) Dave Wahlberg, a daughter, Sharon. Just to set the record straight: Since mistaken identity seems to plague name-alikes Marion Monahan and Mari- anne Monahan to the point where, according to NL&B's Marianne, "we're beginning to feel like old friends," we thought we'd attempt to clear up some of the confusion which has become an almost daily part of the girls' existence. For one thing, the first names are slightly different. For another, Need- ham, Louis & Brorby's Miss Monahan has never worked in San Fran- cisco, nor McCann-Erickson's Miss Monahan in Chicago. Marion, as many will recall, was nominated (by reps in that area) as a top buyer during sponsor's survey and subsequent story, "They're the Top Buy- ers (on the West Coast)," 1 January 1962. She was cited for her high caliber performance in broadcast buying despite the fact she is a relative newcomer to this facet of the business. Her accounts are Lucky Lager Beer and Calspray Chemical. Recently she was promoted to assistant media director for tv in the San Francisco office of McCann- Erickson. She is, so say the reps, particularly well versed on tv markets, especially towards beer and wine. Needham, Louis &: Brorby's Miss Monahan, needs no introduction to buyers in and around the Chicago area. A pro in the art of timebuying, Marianne handles such accounts as S. C. Johnson, Campbell Soup, International Minerals & Chemical (Accent), and Morton Salt. She has an outgoing personality and is liked, without reservation, by everyone. She was named "Timebuyer of the Year" last spring by the Chicago chapter, Station Representa- tives Assn. ^ Marianne Monahan NL&B, Chicago Marion Monahan McCann-Erickson, S.F. 48 SPONSOR 29 ociober 1962 PEOPLE PACKAGE . . . person-to-person radio, in one giant "people package"! That's KRMG, the friendly giant in Southwestern radio, programmed for the entire family . . . and, reaching the total Oklahoma market in one big 50,000-watt breath. People who listen, like it . . . people who buy it, love it! KRMG YES, HAS PEOPLE P.P. PACKAGE 1 7S KRMG KIOA THI JOHN BLAIR / STAT.ON T(JLSA ^^ OKLAHOMA IOWA KQEO KLEO /fj^Sv robert e. ALBUQUERQUE. WICHITA. ViCT/^ill/ «»..»_..,. t ;_ NEW MEXICO KANSAS X^gSP^ «"*="■""•" «* »-"•. '«c. SPONSOR 29 ocTOHKR 1962 19 BOB & RAY (Continued from page 35) tening to Bob and Ray . . .") and sundry other things extolling the creators of such characters as Mary Backstay ge, Noble Wife and Matt Neffer, Boy Spot Welding King of the Free World. From Boston. Bob and Ray bounced into the national bigtime in 1951 when they signed on at NBC after a rousing beginning in Boston. Subsequently they were seen and heard on other networks in both radio and tv programs as well as on local Gotham early morning radio. Their efforts at comedy also won for them two Peabody Awards. Also they have been singled out on numerous oc- casions for their commercials, made through their one-time corpora- tion, Goulding - Elliott - Graham. Greybar Theatrical Production Co. is their present corporation. They made commercials for such name brands as Millbrook Bread, Guard- ian Maintenance, Mutual of Oma- ha, Carling Black Label beer and others. They also scored heavily as the voice of the Piel Brothers for the five years of that campaign's duration. The new Bert and Har- ry commercials for Piel, via the Young & Rubicam agency, will be penned by Ed Caffrey. Pelican Pro- ductions will do the new animated Piel commercials, all of which is currently being preceded by a rompish, roguish newspaper-radio teaser campaign involving Bert and Harry and a crafty Madison Avenue gray-flannelled efficiency expert named E. Gordon Gibbs. A sponsor editor last week rif- fled through the fan mail that Bob and Ray were getting from their listeners. It constituted a new high level of appreciation. It was in- deed the type of mail penned by a literate, sophisticated and infinite- * ly better level of metropolitan au- dience. And since these two spe- cialists in satire know the full value of intelligent fan mail, they are inclined to fondle their appre- ciative audience and to worry about their health. They constant- ly urge their audience to wear overshoes when it looks like rain; before long, they will be sending their fans a new edition of The Bob & Ray Citizen, Post, Gazette, Herald, Clarion $r Etoile, a spas- modically published house organ calling attention to their multi- tudinous activities. Like the late William Allen White, editor of the Emporia Gazette, who believed in printing all the delicious small town gossip, as well as significant items, both Bob and Ray pepper their sheets with such pieces of in- cidental intelligence as: "Greybar Theatrical Production Co., Sole Makers of Bob and Ray Stuff, have an annual telephone bill of over $380" or "Bob and Ray's baseball reporter, Steve Bosco, in Florida covering spring training, says, 'There'll again be eight teams in each of the two major leagues this season' " or "The light bulbs in New York's subway trains have re- verse threads to thwart 'would be' bulb snatchers." Program service. On the ground that their satirical shafts should not be denied the rest of the land, Bob and Ray also have set up a "Bob and Ray Program Service" for ra- dio stations. This service provides am outlets with a vast reservoir of three and four minute bits culled from their many previous appear- ances on the aerial circuits. Already signed up are WDAF, Kansas City; KFMB, San Diego; WGR, Buffalo; WTIC, Hartford; WKMH, Dearborn, Mich.; WKNX, Saginaw; WFAA, Dallas; WDSU, New Orleans; WZOK, Jacksonville; WVAM, Altoona; WBEC, Pitts- field; KITE, San Antonio; KALF, Mesa, Ariz, and WOMP, Wheel- ing. At the rate they are going, Bob and Ray figure they will have some 30 or more radio stations signed up by Christmas. Nor are the boys above lending a hand in promot- ing the service once a station has acquired it. A number of outlets have expressed pleasure at the ready willingness with which these two sharply comical individuals cooperate in the launching of their tailor-made programing routines. Subscribing stations are using the service to adrenalize morning shows, variety and news formats and various other sagging elements in the day's bill of fare. Somewhat corrugated in appear- ance, Bob and Ray work out of a small, unprepossessing studio. Ad- libbers from way back, they scorn scripts, frequently choosing their themes following a hurried glance at the afternoon papers in promo- tion director Newman's office. Unlike many performers (a peri- patetic lot, at best) Bob and Ray appear to have found a comforta- ble nook at the Storer outlet on Park Avenue, an ideal vantage point from which to shoot their wickedly sharp arrows into the air. Radio, they insist, is their fore- most object of love. "A radio station should have a personality," they told a sponsor editor. "The stronger the person- ality, the greater the station's abil- ity to play an important part in the affairs of the community that it serves. Television, on the other hand, by its very nature, seldom achieves the degree of 'intimacy' that good local radio enjoys, for radio is everywhere." Having evaluated the role of a radio station, the pair marched into the studio, faced a ribbon mike and one of their characters, Wally Ballon, intoned the daily "Pigeon Saturation Report." "Nor- mal to heavy in the metropolitan area," listeners were dismayed to learn. ^ RADIO PITCHES (Continued from page 37) ness pitches pay off with such ac- counts as a large clothing store, a brokerage firm, a food chain, and drug firm. All had formerly used print. Among its pitches KMOX em- phasizes to prospects that radio gives good coverage in the suburbs where newspaper circulation drops off. Similarly, the station defines its coverage beyond the metro area as "regional radio," suggesting that an advertiser in weekly county newspapers could drop that sched- ule if he were on radio. Another angle is to point out radio's flexibility for quick copy changes such as price-reductions on advertised items. "Vertical satura- tion" may be recommended to a store for a one-day event or one- department sale. The station also cooperates in building mailing lists for direct mail targets, sometimes using "test" items not advertised 50 SPONSOR/29 October 1962 in the client's print campaign. Station personalities. Every sta- tion has news or program person- alities who have a rapport with the audience. Station managers agree close personal identification with and endorsement by a personality is a good pitch. Station men be- lieve this is especially true of news- men. When an announcer is well- liked he is a good seller, because he has an air of believability and reliability associated with the news. Public service. Many stations enter heavily in community af- fairs and public service to help es- tablish a strong reputation as a public benefactor. Free time is of- ten given to charitable, civic, and religious organizations, and an- nouncements of community events are broadcast frequently. Staff members are encouraged to participate in clubs such as Ro- tary, Kiwanis, Lions, Chamber of Commerce, and the Jaycees. Some- times the membership dues are paid by the station. Such community interest, both inside and outside the station, not only betters public relations and image, but may provide the same advantages for an advertiser. For example, WITN, Washington, N. C, station manager Bill Moore says: "We consider our main job to sell ourselves to the community with the services we render them. Because of our public service pro- graming and properly balanced air schedides, we show potential adver- tisers how they will benefit by as- sociating with a medium that has prestige as a community service." Agency role. If the potential ad- vertiser has worked heavily with newspapers, he is not apt to realize the extra planning that goes into radio. Probably he has been fur- nished with mats by product sup- pliers into which he simply dropped the price and logotype. It is a simple process compared to radio buying. Radio men agree thai any extra services often fall on the station. A willingness to do the added work to the best advan- tage of the advertiser can be a boon to the seller. The storekeeper cannot write his own copy or continuity, so the sta- tion absorbs this burden. How should the copy be written? To SPONSOR/29 October 1962 L <£* !■ WAVE-TV gives you 28.8% more MOTORISTS — 28.8% more viewers, minimum ! Since Nov.-Dec, 1957, NSI Reports have never given WAVE -TV less than 28.8% more viewers than Station B in the average quarter-hour of any average week! And the superiority during those years has gone as high as 63.6% more viewers! More viewers = more impressions = more sales! Ask Katz for the complete story. CHANNEL 3 • MAXIMUM POWER NBC • LOUISVILLE The Katz Agency, National Representatives 51 new extra services available for your use 40-YEAR ALBUM of PIONEER RADIO STATIONS 1 a collection of rare and treasured pictures of radio's remarkable forty years of service arranged by decades and sections of U.S. and Canada. It's a handsome his- toric keepsake of radio's out- standing achievements. 284 pictures were selected from over 1,000 pictures sub- mitted by 40 year old sta- tions. 130 pages. $1.00 5-CITY TV/RADIO DIRECTORY 2 SPONSOR'S 11th di- rectory of TV and Radio services in five leading advertising markets. Several thousand copies of the 1963 edition were on order before publication. An un- duplicated pocket- reference for every- one in the broadcast advertising business. 32 pages. 50c 1962 TIMEBUYER'S MARKET GUIDE 3 A unique compilation of basic market information on 90 multiple TV station mar- kets showing network, spot and local expenditures in market for both 1961 and 1960, total homes in area, counties in area, quarter- hour homes reached, night and day spot cost, TV Sta- tions and essential data on each. 136 pages. $1.00 SPONSOR Services 555 Fifth Avenue New York 17, N. Y. Please mail me fj copies of the 40-year Radio Album @ $1.00 □ copies of the 5-City Directory @ $.50 fj copies of the TV Timebuyer's Guide @ $1.00 Name Firm Address □ check enclosed □ bill me later SPONSOR THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE 555 FIFTH AVENUE, NEW YORK 17 Chicago's most favorable location for the communications and advertising industry JOHN BLAIR BUILDING 645 N. Michigan Avenue Chicago 11, 111. For rental information contact Scribner & Co. 38 S. Dearborn Street Chicago 3, 111. Central 6-4204 whom is it being directed? What length spots should be used when? The team of salesmen and copy- writer must do research on the complete store background before good copy can be written. If the store has never advertised before, other than in prepared product print, they probably have not es- tablished merchandising policies or an identifiable store image. In do- ing all this the station must, in fact, act as an advertising agency. Client distinction. Explain to the advertiser how radio separates competitive products and domi- nates the attention of the listener during a chosen time period. Nat- urally commercials of competitive advertisers can be separated by time as well as by use of personali- ties. Station men agree that it is best to assign a client's commercial to a particular personality and stick with him. For any competing product another announcer should always be used for endorsement. This adds credibility and person- al identification. Salesmen pitch this voice and personality differ- ence to give the product or store distinctive image. Also, various times and adjacen- cies can be chosen to hit the exact audience. Cost-per-1,000. Figures on a na- tional level showing the low cost- per-1,000 of radio are available. Also, station men in local areas make their own studies against the newspaper or tv competition. WSJS, Winston-Salem, lists this as their first pitch. "Above all, we convince the client that our medi- um gives lowest cost-per-1,000," says Dick Barron, assistant mana- ger. "We also try to bring into consideration the tremendous out- of-home audience which the medi- um reaches. It can be up to 40% of a total audience. We pitch that segment as a bonus to a prospec- tive advertiser." Most important of all pitches, salesmen say, is to try and con- vince the advertiser that once he enters radio he should stick with it; one even said "or not enter it at all." The building of a strong image in the minds of a radio au- dience is not accomplished satis- factorily with one flight of an- nouncements, they say. ^ 54 SPONSOR/29 October 1962 WASHINGTON WEEK 29 OCTOBER 1962 / Cwriiht imz What's happening in U.S. Government that affects sponsors, agencies, stations Philco, as per schedule, led off proceedings before FCC chief hearing examiner James D. Cunningham on the RKO-NBC application to swap Boston and Philadel- phia stations, and on Philco's bid for NBC's Philadelphia channel. If Philco should succeed, of course, there would be nothing for NBC to trade. Also in- volved is an allegation that since the RKO Windsor, Canada, station serves the Detroit market it amounts to a sixth VHF station for that company, exceeding the multiple oAvnership limits. The job ahead of Philco is to prove that NBC-RCA are unfit for licensing by the FCC because of alleged violations of the antitrust laws, and for anything else Philco may be able to prove. RKO attorney W. Theodore Pierson said this would mean the end of NBC as a tv network, since a network must own stations to be able to exist. Philco attorney Henry Weaver tried the Westinghouse-NBC sale-trade of Philadelphia sta- tions for Cleveland as an opener, with subpoenaed Westinghouse board chairman E. V. Hug- gins as the first witness, and Chris Witting up second. Westinghouse will appear for the purpose of presenting its own evidence later in the pro- ceedings, but reluctantly. It originally sought status as a party to protest NBC's entry into Boston, later tried to withdraw but was refused permission to bow out by the FCC The facts that Weaver established with Huggins as the witness were shaken badly by NBC attorney Irving Segal. Left undisputed at the end was the Huggins assertion that Westinghouse would never have consented to the trade of Philadelphia for Cleveland if it hadn't been for fear of loss of NBC affiliation in Philadelphia. But Segal traced a long line of Westing- house steps very much to the dissatisfaction of NBC and RCA, in the face of any fears of reprisals. Huggins insisted, however, that NBC had threatened to buy another Philadelphia station if Westinghouse refused to trade. This was the trade on which Justice Department sued RCA-NBC, which resulted in the consent decree making necessary NBC divestiture of the Philadelphia stations. The FTC's co-op ad conference never burst out of the garment industry limits within which it started, and therefore the expected important impact on the ad in- dustry never developed. Main development of importance, therefore, was the statement by FTC chairman Paul Rand Dixon at the outset that the Commission is not opposed to co-op advertising as such. He indicated FTC interest is in assuring that benefits available to one retailer are available to all on non-discriminatory terms. He stressed FTC understanding of the value of adver- tising. It was alleged by retailers that manufacturers would like tough FTC regulation in this field so they could escape paying their share for co-op ads. This was denied, and the one-day conference practically turned into a debate between segments of the garment industry. Stereo tv would be next if the FCC approved a petition by General Electric, developer of one system. GE said in its petition that there are other systems in addition to its own, and asked the FCC to set standards. At present stereo is broadcast only by fm — and is considered a possi- bility for making fm a prosperous service — and occasionally on a combination of fm and am. SPONSOR/29 October 1962 55 'SPONSOR HEARS 29 OCTOBER 1962 / ctpyright iwn A round-up of trade talk, trends and tips for admen A report that won't let itself be laid to rest: both Colgate and Bristol-Myers are bent on adding a new agency to their stables. The Colgate move is expected to take place within a month. Radio broadcasters who attended the NAB's district meeting had a gag going among them during their stay. It was this : the promotional side of the association urges that when travelling look for a room with a radio, but there wasn't a radio in the rooms of the Biltmore hotel into which the NAB had registered the meeting's attendees. If you took a poll among tv executives on Madison Avenue as to the client who least lets the record discourage his faith as a program chooser, the majority vote would most likely go to Henry J. Kaiser, the industrial wizard. His choices for three successive seasons: Hong Kong, Follow the Sun, the Lloyd Bridges show. If you've been around the business a long, long time you will probably be among those who marvelled at the occupational background from which network program directors have emerged from time to time. Just to dig hack on three of them: (1) a real estate plot salesman; (2) a statistician in the insurance business; (3) a mathematics teacher in a small military school. Perhaps in no business other than tv, observed a Madison Avenue philosopher, can the seller of a commodity juggle paradoxes with such blitheness and impunity. Like, for instance, on the one hand vowing in the public prints that ratings are of no consequences and on the other hand taking every promotional advantage of competi- tive ratings after the new season has unfolded. Added the philosopher: life for such an an avower could be so simple if he didn't have looking over his shoulder such sliderule devotees as P&G, American Home Products, Colgate and Alberto-Culver. Remember the era in radio when the air was rife with self-liquidating premi- ums? Well, if anyone's inclined to put together a roster of the champions among dime and quarter pullers they'll have to include the late Tom Brenneman, Chandu the Magician, Jack Armstrong All American Boy and Ma Perkins. Brenneman on one occasion, with P&G and Kellogg as his co-sponsors, drew over a million quarters. It's getting harder and harder for Hollywood tv film producers to recruit top- flight seasoned writers for half -hour series. Money isn't the reason. Writers prefer to identify themselves with the hour show, in the belief that it accords them greater prestige within the filmmaking community. In other words, a half-hour program is equated with the old short subjects field. SPONSOR/29 October 1962 MAGNAVOX (Continued from page 33) t he plan because the price of the campaign is less than regular rates. They fear such a precedent would open the way for lower rates on other sales. But others are tor the plan, agreeing with the association thai "we have needed a full-time promotional center and executive director lor some time." The Magnavox package is six spots a day for six months. Two roots are to be run between 7 and 10 a.m., two between noon and 5 p.m. and two between (i and 11:30 p.m. It provides an opportunity lor stations to sell local Magnavox Healers adjacent spots, programs, or dealer tags. Agency supports plan. Magna- vox currently spends 95% of its advertising budget in print. In a letter to the NAFMB board of directors, K&E's John Shima, media group head, made this statement: "Our client is enthusiastically be- hind your plan to utilize donated announcements from NAFMB sta- tions to finance the development of Im. The funds Foi this campaign have been diverted from other media, thus representing new mon- ey for the fm industry. We at K.&E feel that this project will open the door lor greatly increased fm ex- penditures, not only by our agency, but by all major agencies." T. Mitchell Hastings, president of the NAFMB, told members in a subsequent letter what the pur- chase would mean to the organiza- tion. "This (.$150,000) is the mini- mum amount needed to cover the cost for one year of 1) a lull-time national sales promotion director; 2) a New York office similar in function to RAB and TvB but geared particularly to fm require- ments; 3) a research program ol genuine value; 4) a series of crea- tive presentations to agencies and national accounts for the presale of member stations, and 5) con- tinued publication of NAFMB Re- port on a monthly basis." Negotiations between various parties for the plan were handled by Hamilton H. Brosious, presi- dent of Hamilton Audio Electron- ics, New York. ^ BRAND COMPARISON {Continued from page 13) t ions based on "common sense," the report's figures often show where such musings can be mis- leading. Off-hand it might seem ob- vious that more nose drops would be purchased in northern climes. But the Brand Comparison Report documents the opposite. In Jack- sonville nose drops are purchased by 14% of families interviewed. In Pittsburgh the figure is only 9 1 Of - (>■ On the oilier hand the study validates a somewhat expected variation in gasoline brand rank- ings, usually affected by regional marketing, l.sso leads in Boston, Baltimore, Washington, and Char- lotte. Cull is No. 1 in Jackson- ville and Pittsburgh. Sohio is the top brand in Cleveland, while Chevron leads in San Francisco. Copies of the full report, de- signed to provide advertisers and their agencies with marketing and research information for their use in planning ad strategy, are avail- able from TvAR. ^ the Key to the SOUTHS FAmST GR0WLN^«MliiT f Automobile Sales $307,199,000 Ford Sales $263,498,000 CROSS ROADS mwmhe SOUTH ssMsxsism raiMiirarai TV Homes I W JTVchan„eil2:KATZ«WW LBT 3 HOLLINGBERY SPONSOR/ 29 October 1962 -SPONSOR-WEEK Advertisers Continued Accepts radio-tv news association award Ray Wilson (r), news director, KFMB-TV, San Diego, accepts Radio & Television News Assn. 12th annual award for best regular tv newscast, from Sam Zelman, West coast buerau mgr., CBS TV, and immediate past pies, ol the organization At the Fair WWLP-TV, Springfield, women's serv- ices dir. Kitty Broman (c), on camera at week-long remote of Eastern States Exposition held in West Springfield Day at the Zoo Thousands of Toledo youngsters and their parents turned out for the third annual WTOL Day at the Zoo. Fea- tured event was Yogi Bear's Circus One indication of the ever-growing importance of the computer in ad- vertising is a new book published jointly by the ANA and Central Media Bureau. The book is a collection of the speeches presented at last spring's five-session seminar on the topic sponsored by CMB. It's available to ANA members for $2 and the price to non-mem- bers is $5. ^ | Campaigns: A tv saturation tes campaign in Northeastern Ohic for Buxbaum Co.'s Akro "Mr. Ir side" and "Carpet Saver" floor mats 1 began 21 October. Campaign wil last six weeks . . . Schick Safet Razor plans to spend well ove $2,500,000 within the first quarte of 1963 for krona blades. Includec in the promotion will be network tv and spot, both tv and radic starting 1 January for 13 weeks Financial reports: P. Lorillard sales for the third quarter totalled $133, 960,261, as compared with $124,- 376,515 for the same 1961 perioc Earnings rose to $7,641,365 fror $7,257,670 for the comparable peri od last year. Earnings per commor share were $1.13 as compared witl $1.08 for last year's third quarte . . . Falstaff Brewing had net sak for the third quarter totaling $34,- 793,448, compared with $34,390, 590 for the same period a year age Net income was $1,913,298 cor pared to $1,873,226 last year anc earnings were 87 cents per share vs. 85 cents in 1961. PEOPLE ON THE MOVE: Wil Ham James Connelly, Jr., to adver- tising manager of Heritage House Products, subsidiary of Diamond Alkali of Cleveland . . . George H. Murphy to president of Revlon, Inc., from president of Personal Products. Charles Revson becomes chairman of the board. One way to dramatize your market story WWOM, New Orleans, gen. mgr. David Wagenvoord brings Bourbon St. to Mad. Ave. as he serenades agencies. Combo is flanked by (1-r) Adam Young a/e's Tim White, Bob Syers, Ted Brew, Wagenvoord, rep radio gen. sis. mgr. Jim Smith 58 Agencies Leo Burnett has put through sev- eral executive promotions in the creative staff. They are: Don Tennant becomes vice pres- SP0NS0R/29 October 1962 ident in charge of the creative serv- ices division and a member of the agency's executive committee; Cleo Hovel has been named vice presi- dent in charge of the tv commer- cial department (succeeding Ten- nant) and a member of the crea tive review committee; C. Peter Frantz becomes administrative vice president, creative services divi- sion, a new post; and R. E. (Tommy) Thompson, chairman of the agency's creative review com- mittee, has been elected to the board of directors. Agency appointments: Ternstedt division of General Motors, sup- plier of automotive hardware, to D. P. Brother . . . Speedliner Ma- rine Co. to Fletcher, Wessel & En- right . . . Maradel Products to Adams & Keyes for Oleen Shampoo and P.C.K. Hair Conditioner . . . Jensen-Salsbery Laboratories, ethi- cal veterinary supply subsidiary of Richardson-Merrell, to Klau-Van Pietersom-Dunlap . . . Internation- al Telephone and Telegraph Corp. to Donahue & Coe for its Compo- nents, Wire and Cable Group. Needham, Louis & Brorby contin- ues to handle all phases of the ITT corporate advertising program . . . The consumer portion of Diamond Crystal Salt ($500,000) to Grey from Duffy, McClure &: Wilder . . . Equitable Securities to Metlis & Lebow. New quarters: Erwin Wasey, Ruth- rauff & Ryan offices in Chicago | are now located at 410 North Mich- igan Avenue. New v.p.'s: Roy T. Nordin at Hugh H. Graham &: Associates, Faming- ton, Conn. . . . James E. Fasules, Willard S. Johannsen and Bradley M. Wyatt, Jr. at Needham, Louis & Brorby . . . Frank C. Beckert at Dunwoodie Associates, Garden City . . . Robert F. Weltzien and Donn C. Dolan at Foote, Cone & Beld- ing. Both are assigned to the Clairol account . . . James K. Jur- gensen at Lillienfeld R: Co., Chi- cago, in charge of media and radio- tv production . . . Don R. Lyons at Kricher, Helton Sc Collett, Dayton . . . John A. Thomas at Ogilvy, Benson & Mather. New leaders mull plans for coming year New Board of Directors of the Indiana Broadcasters Assn. First row (1-r): John Babcock, WLWI, Indianapolis; Robert McConnell, WISH, Indianapolis; Ried Chapman, WANE, Ft. Wayne. Back (1-r): Les Spencer, WkBV, Richmond; Jack Douglas, WFIE-TV, Evansville; Martin Williams, WFMS (FM), Indianapolis Impact for "Impact" Ben Hoberman (1), KABC, Los Angeles v. p., presents plaque to Ray Brown (c), pres. ol Ray Brown Auto- motive and Robert Ander- son, pies, of Walker Saussy Adv., for purchase of high- est-priced local commercial on behalf of seat belts Formal dedication of new tower in Milwaukee More than 100 Milwaukee civic, business and broadcast leaders gathered for dedi- cation of new 1,078-foot WITI-TV tower, tallest self-supporting tower in America. Greeting a visitor are (1-r) Storer tv v.p. Bill Michaels; Storer exec. v.p. Stanton P. Kettler; Storer pres. George B. Storer, Jr.; WITI-TV gen. mgr. Roger LeGrand SPONSOR/29 October 19G2 W PEOPLE ON THE MOVE: John J. Destler to account executive at Chirurg &: Cairns, from Y&rR . . . Donald A. Norman to sales coordi- nator of Broadcast Clearing House . . . Marilyn Perkins to media buy- er at Hoag & Provandie . . . Thomas H. Malim to the public relations staff at Beaumont, Heller & Sper- ling . . . Maria B. Wooden to direc- tor of the consumer service depart- ment at Richard K. Manoff . . . Avram Butensky, media supervisor, to associate media director at Danc- er-Fitzgerald-Sample, New York . . . Milton Greenwald to account ex- ecutive at Ben Sackheim . . . Thomas Connolly, Jr., to account executive at Doyle Dane Bernbach, from Leo Burnett, Chicago . . . William W. Kennedy to Grey Advertising, Los Angeles, as account supervisor on the Tidewater account which switched recently from FC&jB where Kennedy handled it . . . Cliff Lewis to head of the new Travel & Resort Account Group at Grant, Hollywood . . . Paul Frahm, formerly with Y&R, San Francisco, to the creative staff of McCann- Erickson, SF . . . Wendell Eastling to media director of Knox Reeves. Associations Don C. Daily, general manager of KGBX, Springfield, was elected president of the Missouri Broad- casters Assn. at its 1962 fall meet- ing. He succeeds Robert Hyland, vice president and general manager of KMOX, St. Louis. Among the prin- cipal items of business at the meet- ing were the adoption of a grad- uated scale of member dues accord- ing to market size and the employ- ment of a public relations firm for the association. Speakers at the meeting included Reginald Testement, vice presi- dent, Grove Laboratories; Gover- nor John M. Dalton; Ralph Neuge- bauer, Gardner Advertising; Al Christy, Potts-Woodbury, Kansas City; Larry Dixon, Dixon-Baker, Springfield; Joe Garagiola, sports- caster; John E. McMillin, Editor. SPONSOR. Harry W. Dornseif, WCCO, Min- neapolis-St. Paul, was named chair- man of the Board and Thomas A. Carroll, Time-Life Broadcast, In- dianapolis, was elected president of the Institute of Broadcasting Finan- cial Management. Other newly-elected officers: Rich- ard S. Stakes, WMAL, Washington, D. C, vice president; Charles A. Hart, WHDH, Boston, secretary- treasurer. Notables from government, educa- tion and the broadcast world will be present for the 20th anniversary dinner of the Broadcast Pioneers. Place is the Biltmore Hotel and date is 13 November. Entertainment, featuring head- liners of radio and television, will be one of the evening's numerous highspots. Kudos: George T. Laboda, director of radio and tv for Colgate-Pal- molive, has been elected to the Board of Governors of the IRTS, filling the vacancy caused by the resignation of Roger M. Greene. Tv Stations New York's Waldorf Astoria will be the scene of the eighth annual meeting of the TvB, 14-16 Novem- ber. Theme of the meeting: "The Chain of Demand." Highlights: • A new presentation for mem- bers, advertisers and agencies called "Jericho— The Wall Between Us." • Addresses by Paul S. Willis, president of the Grocery Manufac- turers of America, and Amory Houghton, Jr., president, Corning Glass. • A meeting for sales managers to discuss local selling problems. • Announcement of winners of Station-Market Presentations. • Honoring of past TvB Board Chairmen and TvB's first presi- dent, Oliver Treyz. The latest development in kids show programing comes from West- inghouse Broadcasting. Starting this month, WBC sta- tions, and others via syndication, will air the monthly specials in prime time. Shows will explore the classic arts, symphony, opera, dra- ma, ballet, painting and sculpture and some of the forgotten arts such as poetry, puppetry, magic, mime, circus and gospel. In special ceremonies in Toledo, Storer Broadcasting's WSPD-TV dedicated its new facilities to the late J. Harold Ryan, co-founder of Storer. The station remains at 136 Huron Street where it has been since sign-on in 1948 but the build- ing has been completely remodeled to transform it into a Colonial land- mark for downtown Toledo. The latest Nielsen figures are out and TvB is heralding a tv mile- stone. As of last week, there are sets in 50 million homes, or 91% of all homes in this country. Some comparative figures, bv which to measure the phenomenal growth of tv set ownership: tele- phones today are in some 44 mil- lion homes, while newspapers are read in 47 million homes daily; in the last full year reported, 1961, newspaper circulation was 59.3 million. Southern stations last week rose to the occasion and provided the pub- lic with speedy and accurate cov- erage of the Cuban crisis. One case in point was WTAR- TV, Norfolk. The station was alerted that Navy dependents from Guantanamo Bay were being evac- uated to the U. S. Naval Air sta- tion at Norfolk. The planes touched down at 10:15 p.m. and, through a series of fast moves, the station filmed the landing, rushed the film eight miles back to the studio, and after editing, it was shown on the "Eleventh Hour News" less than an hour later. Financial report: Metromedia re- ported a record net income for the first 39 weeks of 1962, ending 30 September, totaling $1,292,691, equal to 72 cents per common share, against 402,278 or 24 cents per share for the same period a year ago. Gross revenue for the 1962 period was $38,200,266 as against $34,542,552 for the same period ending I October 1961 . . . Capital Cities Broadcasting operat- ing profit before depreciation for the first three quarters of the year rose 86% from $1.86 in 1961 to $3.46 in 1962 on an increase of 65% in net broadcasting income. Net profit was up 63% to 83 cents (iO SPONSOR/29 October 1962 per share and cash flow generated from operations was up 59% to $1.63 per share. Offbeat sale: The 10th annual Hol- lywood Deb Star Ball will be shown on KTLA-TV, Los Angeles, 1 De- cember, sponsored by Clairol (FC&B). Points out Clairol: the proportion of Deb Stars who use haircoloring is considerably higher than the one out of three national average. Sports notes: WJZ-TV, Baltimore, will carry six American Hockey League games with the Baltimore Clippers, all sponsored by the Na- tional Brewing Co. (Donor Adver- tising). PEOPLE ON THE MOVE: Rich- ard J. Braun to promotion man- ager for KBTV, Denver. He'll also handle promotion for sister station KBTR . . . Edward V. Cheviot to vice president and station man- ager of WOAI-TV, San Antonio . . . Leon Halperin to chairman of the board and Gordon P. Brown to vice president of Channel 13 of Rochester, Inc., operators of WOKR, in accordance with the original plan to rotate chairman- ship and vice presidency among the directors every three months . . . Marvin Gottlieb to the sales staff of KDKA, Pittsburgh . . . Bernard P. Buhunicky to chief engineer at WNAC-TV, Boston . . . Gideon Klein to sales manager of KROC TV, Rochester, Minn. . . . William M. Scruggs, Jr., to director of sales and J. Russell McElwee to the new- ly-created post of new business di- rector in addition to his present position as director of local and re- gional sales at WSOC-TV, Char- lotte . . . Marge Injasoulian to pro- motion director for the KOOL sta- tions, Phoenix. Radio Stations Keystone Broadcasting System is seizing this period of new model introduction to pitch to automo- tive advertisers. The main point of the presenta- tion: half of the nation's automo- tive sales are made in counties cov- ered by the national radio network of 1,130 stations and these covered counties accounted last year for Always the Winner In the Central New York Marketi There's no beating the best. It isn't as if nobody tried. Competition is keen — and, to give credit where it's due, competitive programming otten merits real praise. But when you consider that the programming service of WSYR-TV is under the direction of executive personnel with an average of 19 years broadcasting experience right here in Central New York, a top talent staff with an understanding of its job and its audience, and a firmly established tradition of being several laps ahead of the field — staying ahead comes kind of naturally. WSYR-TV does work at it, however, steadily and conscientiously. The results speak for themselves. ARB MARKET REPORT MARCH, 1962 Get the Full Story from HARRINGTON, RIGHTER Sc PARSONS SPONSOR/29 October 1962 61 $17.9 billion in automotive sales. Ideas at work: • 111 content with the all too casual acceptance of morning-till- night d.j. programing, KWTO, Springfield, Mo., sent a staff mem- ber on a five-week tour of nine states and with the tape he brought back, has instituted four new series of traveling microphone shows. • KTRH believes Houstonians don't know what they're missing if they fail to hear news director Ken Fairchild's southwestern edi- tion news at 5:30 p.m. and a big Main Street teaser billboard says so. • WIL, St. Louis, has started a "Homework Exchange" for stu- dents of all ages. Listeners are in- vited to telephone the station and d.j. Gary Stevens announces the questions on the air. Anyone know- ing the answers should also phone the stations. • WEMP thinks Milwaukee is a wonderful town. And that sta- tion's made a record which says so. It's being played on the air and the title is "WEMP's Wonderful Town'" with a specially composed cantata saluting Milwaukee and its suburbs. Financial report: Taft Broadcast- ing reported that profit before Fed- eral taxes for the second fiscal quarter ended 30 September was $861,661, up 44% from $597,688 for the previous year's same quar- ter. Revenue rose to $2,671,423 from $2,287,868, while net income after Federal taxes on income in- creased 36% to $385,495 from $283,505. Earnings per share were 25 cents versus 18 cents last year. Happy anniversary: WDSU, New Orleans, has been celebrating its 40th birthday with a series of spe- cial programs on major holidays. The next show is set for Thanks- giving Day and will be called "The WDSU Story." It takes as its theme "Thank You, New Orleans, for 40 Years of Listening." PEOPLE ON THE MOVE: James L. Snyder to national news direc- tor for Westinghouse Broadcasting . . . George Miller to account ex- ecutive at WITH, Baltimore . . . Edward Schoelar to chief engineer at WLKW, Providence . . . Alan N. Wasser to news editor at WINS, New York . . . Verne Wright to sales manager of WFBM, Indian- apolis . . . Tony C. Malara to sales manager of WWNY, Watertown . . . Art Dawson to marketing man- ager at WPAT, New York . . . Rex Preis to vice president and station manager of WOAI, San Antonio . . . James Gallan to director of marketing and business develop- ment and John W. Owen to direc- tor of advertising and promotion at WABC, New York . . . William A. Courtenay IH to director of farm sales for the WFIL, Philadel- phia . . . Cecilia Pedroza, syndi- cated columnist, to publicity chief for KWKW, Los Angeles . . . Wil- liam J. Murray, for the past five years tv sales manager of Crosley Broadcasting's New York office, to national sales manager of WMEX, Boston . . . Arthur J. Beaudin to merchandising liaison man between Newsmakers in tv/radio advertising Ralph L. Glazer has been named national radio sales manager for Westinghouse Broadcasting. Cur- rently eastern sales manager for CBS Spot Sales in New York, he began his career with CBS production in Hollywood. He joined the sales staff of KNX/ CRPN, Los Angeles, serving in various capacities. He was also with KSFO, San Francisco. Jack Hardingham, veteran radio and tv sales executive, joins The Meeker Company as director of tv sales development. For the past two years he's headed his own company, specializing in market development for a limi- ted number of tv stations. Prior to this he was senior vice presi- dent and general manager of Headley Reed Co. Lewis R. Angelos has been ap- pointed advertising and sales promotion manager for Rich- field Oil, replacing Ben Pollak who retired after 32 years. Ange- los has served as account execu- tive at McCann-Erickson on the Enjay division of Humble, and from 1953 to 1961 was with Geyer, Morey, Ballard on the Richfield and Sinclair accounts. Ed McLaughlin, manager of spot radio for Peters, Griffin, Wood- ward, San Francisco, has been named general sales manager of KGBS, Los Angeles. He first entered the sales field in 1958 as a member of the sales staff of KTIM, San Rafael. In '59 he became an account executive at KLX, Oakland. In 1960 Mc- Laughlin joined PGW. 62 _J SPONSOR/29 October 1962 stations and grocers for The Knight Quality Stations of New England , . Elmer O. Wayne, vice presi- dent of ABC and general manager of KGO, San Francisco, to execu- tive vice president and general manager of the Texas Star Broad casting Co., operators of KENS, San Antonio . . . John H. Kline to general manager of KDEF, Albu- querque . . . Gus Gabriel to radio account executive with WSIX, Nashville . . . Norman F. Flynn to account executive at WPAT (AM Sc FM), New York. Kudos: Charles H. Park, Jr., pro- gram director at WBRB, Mount Clemens, was re-elected president of the UPI Broadcasters of Michi- gan. Fm The Maizlish properties, including IKRHM, Los Angeles, and KPAL, [Palm Springs, have engaged an out- side firm as business management consultant. The firm is McCormick 8c Hew- itt. It will handle business affairs of the station and of Maizlish's syndicated radio and tv properties. Additional note: Lester Meyers has been named office manager of KRHM and Helen Quirk was ele- vated to the same post in Palm Springs. iWMUS (FM) signs on the air 1 November to provide Muskegon Country, Mich., with its only fm outlet. Station is owned by Greater Muskegon Broadcasters, owners of WMUS (AM) and WPLY, Ply- mouth, Wis. A. E. Jackson will be sales co- ordinator for the new station; Her- bert E. Groskin & Co., New York is the rep. Wesley B. Tebeau, gen- eral manager of the am station, will head up the fm side also. WMUS (FM) will pick up Trian- gle station programing from WFIL (FM), Philadelphia. KPEN, San Francisco, is circulat- ing a "Fifth Anniversary Do-It- Yourself Promotion Kit." The first portion consists of the major ingredients— a candle to be lit at 12:45 p.m., 27 October as the station starts its sixth vear of broadcasting; a penny ("the dough for our Fifth Anniversary birthdav cake"); and one staple, to be saved until receipt of the final page ol the kit. PEOPLE ON THE MOVE: Robert G. Clarke to general man- ager of WKJF (FM), Pittsburgh, replacing William L. Humphries who has transferred to another sta- tion . . . Verne Wright to sales manager for WFBM, Indianapolis . . . Norman H. Kudlick to sales representative for Fine Music Hi- Fi Broadcasters, Inc Bennett O. Scott, formerly sales manager of WIND, Chicago, to sales manager of WFMT, Chicago. Networks CBS TV has put together a spe- cial kit called "Campaign '62" which gives a run-down on the net- work's upcoming election coverage plans. Included in the kit are explana- tions of the 250,000 digital display system, a new, automated system of reporting returns, the 3,000 re- porters in 50 states who will par- ticipate, the role of the IBM Pre- cinct Profile Analysis, and lists of assignments of 21 key correspond- ents. Sales: Half sponsorship of NBC TV's 19 December special called "Polaris Submarine: Journal of an Undersea Voyage" to Liggett & Myers (JWT) . . . R. T. French (JWT) and Norge Sales (Clinton E. Frank) renewed ABC TV's "The Tennessee Ernie Ford Show." New affiliates: WOMP, Wheeling, and WHAI, Greenfield, Mass., to CBS Radio. Kudos: CBS president Frank Stan- ton got an honorary degree of Doc- tor of Laws from Colby College, Maine, at the school's Sesquicen- tennial Convocation. PEOPLE ON THE MOVE: Paul M. Hancock to manager, sales, east- ern office, NBC Radio . . . Nor- man A. Lunenfeld to manager, NBC Merchandising. He has been a sales and promotion account ex- ecutive at NBC. Reps This is the week for the Sixth An- nual Petry Promotion Seminar. The event will take place 31 October at the WFAA (AM-TV) Communications Center in Dallas Station promotional achieve ments, fall programing build up and tv-radio cross promotion top the agenda. The Petry meetings, which were inaugurated at the Broadcast Pro- motion Assn. Convention in 1957, will follow this year's regular BPA sessions. Petry participants include radio v.p. Ben Holmes; radio pro- motion manager Bill Steese; tv presentations director Jack Carter; Dallas tv manager Dave Milam; Dallas radio manager Barney Broiles. PGW will also hold a separate promotion seminar. Grant Webb will rep the newly- formed Lark Network, a seven-sta- tion group in North Louisiana and Southern Arkansas. The following stations are in- volved: KAGH.'Crossett; KCKW, WMT recently gave away $35,000 in cash and merchandise. WMT V prise station if thrn* r\rr u;i- onr. SPONSOR/29 October 1962 63 Jena; KDMS, El Dorado; KMAR, Winnsboro; KRUS, Ruston; KVCL, Winnfield; KWCL, Oak Grove. Lark will have one rate card and one bill. Rep appointments: KRKD, Los Angeles, WNAD, Oklahoma City, and WHCU, Ithaca, to Weed Ra- dio . . . WHP, Harrisburg, to Katz . . . CKPR-TV, Port Arthur-Fort William, Ont., to Young Televi- sion for U. S. sales. What some reps won't do depart- ment: Ray Rhodes of Bernard Howard, San Francisco, wanted to be sure everyone knew about KXOA, Sacramento, which his company just took over from Darren F. McGavren. So Rhodes launched a one-man transit cam- paign, using queen size cards on 10 San Francisco buses in the downtown area. Results of his ef- forts aren't known yet. PEOPLE ON THE MOVE: Mi- chael J. DiGennaro to The Devnev Organization as a sales representa- tive . . . William L. McGee to tv account executive at Peters. Griffin. Woodward, San Francisco . . . Don Howe to assistant sales manager in charge of systems and procedures at H-R, in addition to his normal sales activities . . . Octavia Dow- rick to statistical research super- visor and Dianne Walsh to promo- tion supervisor at George P. Hol- lingbery, New York . . . William Schrank to director of radio and tv research for Averv-Knodel . . . Bill O'Donnell to St. Louis sales manager for CBS Radio Spot Sales, replacing Gene Myers who trans- fers to New York account execu- tive . . . Ronald M. Gilbert to New York sales manager for CBS Ra- dio Spot Sales, replacing Ralph Glazer who resigned to join West- inghouse. Gilbert's been with the rep firm as account executive since 1960 ... G. E. "Buck" Hurst to Peters, Griffin, Woodward as man- ager of radio, San Francisco, from KABL, San Francisco, where he was a sales executive. Film Under new president Lee Moselle, Filmways has taken a further step to center most of its production activities in California. The move: the signing of a work- ing agreement with John Suther- land Productions of California for the latter to use Filmways' New York commercial personnel and fa- cilities, enabling Filmways to con- centrate its tv commercial produc- tion activities on the west coast. ITC reports a bullish sales picture for the first nine months of this year. On the international sales side, the first nine months are more than 40% higher than the same period the preceding year. Domestic sales are also going well, with "Supercar," sold in more than 100 U. S. markets and "Broad- way Goes Latin" in more than 30. Walter Reade-Sterling has released a new feature film package. The 84-unit package is off to a running start with contracts al- ready signed with WOR-TV, New York, and WGN-TV, Chicago, in the first week of release. Titles include: "Room at the Top," "The Entertainer," "Gen- eral Delia Rovere," "Make Mine Mink," "Ballad of a Soldier." Sales: Four Star Distribution Corp.'s off-network shows to KSMP- TV, Minneapolis, KTAR-TV. Phoenix, KGW-TV, Portland, KOAA-TV, Colorado Springs, KREX-TV, Grand Junction, and KPTV, Portland . . . Seven Arts' volumes four and five of Warner Bros, and 20th Century- Fox fea- tures to WBBM-TV, Chicago, WTIC-TV, Hartford, and WDAU- TV, Scranton, raising total num- ber of CBS TV affiliates signing for the package to 13. New properties: Teledynamics is now distributing 52 Mel-O-Toons cartoons and "The Flying Fisher- man," a half-hour color show fea- turing Gadabout Gaddis. Special promotion: Four Star Dis- tribution Corp. could be accused of name dropping in its new pro- motion kit for "Dick Powell's Zane Grey Theatre." Highlighted point in the package: the 145-episode series features guest stars who have racked up a total of 17 Oscars, and six Emmies. In addition, there are 50 Oscar nominees and 37 Emm- nominees. PEOPLE ON TH EMOVE: Bol Winkler, formerly of Filmways, t< president of a newly-formed VP subsidiary called Video Prints, Inc . . . Stanley Dudelson, until recent ly sales manager of syndication a Screen Gems, to president of MSfll Alexander Productions . . . Phillij Conway to eastern division man ager for ABC Films . . . Jerry Kurtz formerly eastern sales account ex ecutive for Television Enterpris( Corp., to eastern sales manager foi NTA. Public Service Radio again came through with public service bulletins during a crisis. Latest test of the strength of the medium occurred during the severe windstorms which hit three Pacific Coast states earlier in the month. Despite winds of hurricane force,1 felled trees and downed power lines I creating power failures, several sta- tions stayed on the air broadcast- ing storm information. Two stations reporting that they! braved these conditions to cover! the disaster were KMO, Tacoma, and KEX, Portland. WJW (AM & TV), Cleveland, have I decided to join the parade of sta- tions editorializing. Editorials will be broadcast on radio at 8:10 a.m., 12:10 p.m., 6:10 p.m. and 11:10 p.m. daily. They will be televised at 6:55 p.m. and 11:15 p.m., Monday-Friday. All the radio stations, am and fm, in Dade County, Florida, will join in a unique public service effort on 2 November. On that day, at 12 noon, the 21 stations will simultaneously air a five-minute United Fund program urging citizens to respond to the door-to-door solicitations on the fol- lowing Sunday. The effort was spearheaded by Milton Komito, general manager of WCKR and chairman of the Unit- ed Fund Radio Subcommittee. Public service in action: • WBZ, Boston, ran, this past week a series of five half-hour re- 64 SPONSOR/29 October 1962 Iports called "Africa: Peace Corps Plus One," marking the first an- niversary of the Corps. • In observance of the 100th an- niversary of the Emancipation i Proclamation, WCBS, New York, is broadcasting a series of 10 lectures Ifrom the New School for Social Research. Each lecture deals with problems which continue to face lour society in realizing the ideals of freedom and equality. • K.CBS, San Francisco, is taking editorial positions on every one of lithe largest number of propositions ever to be presented on a Califor- nia ballot and will also air rebut- tals to approximately 16 of these editorials by responsible represent- atives of differing views. • On other election fronts: WCBS-TV, New York, has pub- lished an Election Guide to "assist .you in becoming familiar with candidates and voting procedures land to serve as a reminder to ex- lercise your voting franchise." • WALB-TV, Albany, presented a documentary last week called ["Gracewood: Home for the Hind- [ered Mind" on medical treatment, rehabilitation, research methods land other aspects of the problem [iof mental retardation. • A cooperative effort by WJBK, WJR, WWJ, and WXYZ, all AP |members, with the "Detroit Free [Press" and "The Detroit News" has [resulted in the establishment of a data collection system utilizing IDataRay 401 and DataPhone send- ing and receiving units in eight lo- cations in Wayne County. Idea lis to provide high speed dissemi- nation of 6 November election re- sults to Detroit citizens. Kudos: WIL, St. Louis, has again been honored by the Associated jPress with the AP News Coverag" Award for September . . . WXYZ |(AM & TV), Detroit, have been honored by the American Cancer Society for their assistance in the South-eastern Michigan division's 1 lancer Crusade and "Dial-to-Life" (program . . . Leo "Skipper" Downs, Recount executive at WIS, Colum- bia, was named by Mayor and City Houncil to a special Citizens Com- fnittee to study employment of the uindicapped . . . WINS, New York. bpt the U. S. Treasury's Freedom Bond Award for 1902' . . . WIL, St. Louis, lias received the "Certifi- cate ol Appreciation" from the St. Louis Society for Crippled Chil- dren for its participation for the 1902 Easter Seal campaign . . . The Jewish Chronic Disease Hospital paid tribute to Theodore Wal- worth, Jr., vice president and gen- eral manager, WNBC (AM-FM &: TV), Norman Walt, Jr., vice pres- ident and general manager, WCBS- TV, and Sam Slate, vice president and general manager, WCBS, all New York. All three were co- chairmen of the hospital's radio & tv committee. Station Transactions The tv-production-packaging team of Goodson-Todman has taken its initial step into the station opera- tion area. A company headed by the two is negotiating to buy KOL, Seattle, from the Seattle Broadcasting Co., headed by Archie Taft, Jr., Marie Storm Taft and William L. Simp- son. In recent years, Goodson and Todman have acquired controlling interest in four daily newspapers. The sale of KRE (AM & FM), Berkeley, to Dickens J. Wright As- sociates of New York was for $500,- 000. Wright was major stockholder in W'P A I . New Yoik. sold last year to Gapital Cities Broadcasting foi over $5 million. Transaction was handled by Lincoln Dellai and R. C. Crisler. Transcontinent Television Corp. (TTC) has put in its bid for a uhf license in Bakersfield. I he move is in compliance with the FCC decision to convert that market to all uhf. TTC now operates a vhf station, KERO-TV in Bakersfield and. after the- switchover ol the station to uhf, it will leave TTC with three vhl facilities. The company is, therefore, scouting for two ad- ditional vhf stations. The FCC encouraged the TTC switch in Bakersfield. The com- pany has had a successful uhf oper- ation going in Scranton-Wilkes- Barrie (WNEP-TV). KMEO, Omaha, has taken over the operation of KQAL (FM), same city. The I m outlet was foimeih owned by Jack Kat/ Enterprises. The am station is owned by Na- tional Weekly, Inc., publisher of National Review. Jav Spurgeon, general manager of the station, will now serve in that capacity for both stations. Both stations will be programed separately. ^ we like to put facts "out in the open" before we recommend Hundreds of satisfied clients in the past have depended on Blackburn's clear analysis of the facts on changing markets before entering into media transactions. Protect your investment, too; consult Blackburn. 13LA-CIVJ3lJ]ivIN^ & Company, Inc. RADIO • TV • CATV • NEWSPAPER BROKERS NEGOTIATIONS • FINANCING • APPRAISALS WASH., D. C. lames W. Blackburn lack V. Harvey loseph M. Sitrick RCA Building FEderal 3-9270 CHICAGO H. W. Cassill William B. Ryan Hub (ackson 333 N. Michigan Ave. Chicago. Illinois Financial 6-6460 ATLANTA Clifford B. Marshall Stanley Whitaker lohn C. Williams Gerard F. Hurley 1102 Healev Bldg. I Ackson 5-1576 BEVERLY HILLS Colin M. Selph C. Bennett Larson Bank of America Bldg. 9465 Wilshire Blvd. Beverly Hills, Calif. CRostview 4-8151 SPONSOR/ 2l MacManus, John &: Adams. White King Soap has launched an extensive $100,000 western spot radio drive. Frequency is very heavy in most markets with schedules to con- tinue for six weeks. Agency: Fletcher Richards, Calkins & Holden, Los Angeles. 68 SPONSOR/29 October 1962 CRYSTAL BALL ANALYSIS of Rochester TV. . . I PREDICT (a look into the Rochester TV future with Ervin F. Lyke, President of WROC-TV Channel 8) • BIGGER AUDIENCES FOR WROC-TV Forget the population growth in the Rochester area and there will still be a bigger TV audience because of the addi- tion of a new channel. This has been the pattern in cities all across the country. With a larger audience Channel 8 will continue to have more viewers. In survey after survey, WROC-TV is the No. 1 station in Rochester. • MORE COLOR TV VIEWERS Sales of color TV sets are way up. With 70% of WROC- TV's nighttime shows and 50% of afternoon programs in color, more area viewers are tuning in Channel 8 — the only Rochester station carrying a regular color schedule. • WROC-TV WILL CONTINUE TO ROCHESTER'S NO 1 STATION BE This prediction is based on a number of key factors: 1) Continuing surveys; 2) NBC's strong fall and winter pro- graming; 3 ) Color TV, exclusive on Channel 8; 4 ) WROC- TV's exciting local news, weather and sports shows. Among Top Color TV Shows ONLY on Channel 8 Saturday Night Movie Meet the Press Walt Disney's World Bonanza Price is Right Brinkley's Journal Tonight Laramie Empire Virginian Hazel Andy Williams Sing Along with Mitch Jack Paar Perry Como NEW $400,000 transmitter makes viewing great on Channel 8 BUY THE STATION MORE PEOPLE WATCH WROC ROCHESTER, N.Y. TV CHANNEL BASIC NBC Represented by [ Edward Y Petry & ICO., Inc 1^^^^^ ur station^ exclusively /JU— - * * 5 POP ConCa. specials * ^ 5 »us.ca> =>" reat chSin9«'s hcst,a 2501 Br^\^^^SS^ «T U^rite or call for composite screening tape or film: brad eidmann, LAkeview 8-2311 SPONSOR THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE 5 NOVEMBER 1962— 40c a copy / $8 a year TV AND ANA: $1 BILLION CHALLENGEp 25 Spanish market in US: radio-tv report p. 37 IT'S A THIRD PARTY LANDSLIDE! . . . $n tfie Scand oj uUiHle and J^bney! GREEN BAY, WISCONSIN Q HAYDN R. EVANS, General Manager • Represented by HR Television, Inc. Catch— 2 "Don't waste your time," Doc PhD told him. "There must be other stations in Eastern Iowa." "We disappeared them." "Read me your last line back." "Not my last line — your last line." "We disappeared them." "How can you disappear a station?" Atrophy." "A trophy as in coveted award?" "No. Atrophy as in a tv set's front end." "Where?" "In Eastern Iowa. The Darwin of the air waves* was chronicled evolution at work. Because WMT-TV (Channel 2) (CBS tele- vision tor Eastern Iowa) is number one in share of audience in all time periods from sign-on to sign-off, Sunday through Saturday, many channel selectors of the front ends of sets in the area have atrophied." "There must be a catch." "Yeah. Catch-2, as Eastern Iowans do." *ARB. The Knlz Agency, our national reps, has addi- tional anthropological and technical data. VITAL NEWS in depth takes top equipment... ktrk-tv, houston, has what it takes SPONSOR/5 November 1962 CRYSTAL BALL ANALYSIS of Rochester TV • • • I PREDICT (a look into the Rochester TV future with Ervin F. Lyke, President of W ROC -TV Channel 8) • BIGGER AUDIENCES FOR WROC-TV Forget the population growth in the Rochester area and there will still be a bigger TV audience because of the addi- tion of a new channel. This has been the pattern in cities all across the country. With a larger audience Channel 8 will continue to have more viewers. In survey after survey, WROC-TV is the No. 1 station in Rochester. • MORE COLOR TV VIEWERS Sales of color TV sets are way up. With 70% of WROC- TV's nighttime shows and 50% of afternoon programs in color, more area viewers are tuning in Channel 8 — the only Rochester station carrying a regular color schedule. • WROC-TV WILL CONTINUE TO BE ROCHESTER'S NO 1 STATION This prediction is based on a number of key factors: 1) Continuing surveys; 2) NBC's strong fall and winter pro- graming; 3) Color TV, exclusive on Channel 8; 4) WROC- TV's exciting local news, weather and sports shows. Among Top Color TV Shows ONLY on Channel 8 Saturday Night Movie Empire Meet the Press Virginian Walt Disney's World Hazel Bonanza Andy Williams Price is Right Sing Along wi th Mitch Brinkley's Journal Jack Paar Tonight Perry Como Laramie Hi W $400,000 transmitter makes viewing great on Channel 8 BUY THE STATION MORE PEOPLE WATCH WROC ROCHESTER, N.Y. TV CHANNEL BASIC NBC SPONSOR/5 NOVEMBER 1962 SPONSOR 5 NOVEMBER 1962 Vol. 16 No. 45 PONSOR-WEEK / News Top of the News p. 10, 12 / Agencies p. 70 / Advertisers p. 70 / Associations p. 72 / Tv Stations p. 72 / Radio Stations p. 73 / Net- works p. 74 / Representatives p. 74 / Equipment p. 75 / Film p. 75 / Station Transactions p. 75 / Public Service p. 76 iPONSOR-SCOPE / Behind the news P. 19 OMMERCIAL COMMENTARY / ANA best seller P. 14 (EY STORIES TV'S CHALLENGE TO THE ANA / The Assn. of National Advertisers, whose members represent $1 billion in tv billings, will be meeting at Hot Springs next week to discuss important tv issues. p_ 25 AUTOS TOPS IN LOCAL TV USE / TvB reports more auto dealers use tv than any other type of retailer in 26 major markets. Ford and Chevrolet dealers lead list. p_ 29 SHORTWAVING U. S. BUSINESS GLOBALLY / Ralf Brent continues as president of WRUL, under new ownership of Mormon Church. New programing for international station. p# 30 SUCRETS SWINGS TO TV WITH NEW LINE / Quinton Co. will obtain saturation in top 100 markets with new Sucrets consumer campaign. Tv is most efficient means of reaching women, ad head says. p# 32 BPA SEMINAR DRAWS TOP SPEAKERS / 7th annual Broadcasters- Promotion Assn. workshop seminar hears KR.-E board chairman William Lewis, NAB president LeRoy Collins. p. 34 SPECIAL REPORT: THE SPANISH-LANGUAGE MARKET / An up to date survey for radio/tv advertisers who need to tap an important new market of nearly 8 million Spanish-speaking Americans. p_ 37 >POT SCOPE / Developments in tv /radio spot P. 79 IMEBUYER'S CORNER / Inside the agencies P. 60 VASH INGTON WEEK / FCC, FTC and Congress P. 63 SPONSOR HEARS / Trade trends and talk P. 64 DEPARTMENTS 555 Fifth p. 6 / 4-Week Calendar p. 6 / Radio/Tv Newsmakers p. 74 / Seller's Viewpoint p. 78 SPONSOR PUBLICATIONS INC. Combined with TV > /- A Jefferson Standard station affiliated with WBT and WBTV, Charlotte Mfc pS. n ^ 'SPONSOR 5 NOVEMBER 1962 Tv's challenge to the ANA ► Association represents $1 billion in tv billings ► 46 of top 50 tv advertisers are ANA ► Hot Springs meeting to discuss unions, copy ► But larger tv issues loom on ANA horizon This coming Thursday morning the largest, most potent group of tv sponsors in America is as- sembling at the Homestead in Hot Springs, Va. The occasion is the regular fall (closed) meeting of the Associa- tion of National Advertisers and more than 400 blue chip accounts will be represented in the Domin- ion Room when ANA Chairman John S. Veckly of U. S. Steel opens the proceedings. Like other ANA get-togethers, the three-day session will deal with a variety of problems — manpower, government controls, agency rela- tions, marketing, research, adver- tising's image, and the ANA's famed "Project X" as well as cer- tain specific tv subjects such as commercials, talent union negotia- tions, advertiser responsibilities and videotape. In the opinion of influential ANA members with whom sponsor has talked recently, however, the entire subject of tv looms far larg- er on the ANA horizon, and pre- sents a far greater challenge to present and future Association statesmanship than might be gained from a quick glance at the fall meeting agenda. This year, as a service to the ANA and to the industry, sponsor is presenting a special pre-meeting analysis of the unique position SPONSOR/5 November 1962 which the ANA holds in relation to tv, and of the difficult tv ques- tions and problems which national advertisers may be facing. Tv and national advertisers. Though the importance of tv as a national advertising medium is generally recognized, the facts about tv's dominance bear repeat- ing. According to a survey made by TvB of 1961 expenditures, the top 100 national advertisers spent more money in net and spot tv than in all other media combined (tv 56.2%, magazines 20%, newspapers 17.2%, outdoor 3%, business pub- lications 2.8%, farm 0.7%) . Each of these 100 giant accounts had ad budgets of over $5.4 mil- lion last year, and all but three (two liquor companies and an air- line) used tv in some form. Eleven of them, headed by PkG with its whopping $108 million tv expenditure, spent over 90% of their budgets in tv net and spot. Beyond question tv has emerged overwhelmingly as the No. 1 medi- um of national advertising, and a study of media records going back as far as 1935 reveals that, even in pre-tv days, no other national me- dium ever held such a command- ing lead over its competitors. Tv and the ANA. With more than 700 member "accounts," the ANA represents many kinds and Veckly, Allport head ANA Current leaders <>l ANA are board chmn. John Veckly, advtg. dir. U. S. Steel (top) .nid Peter Allport, assn. pres. 25 sizes of national advertisers, in- cluding a number of industrial firms whose budgets go largely into business paper and direct mail pro- motion. But an analysis of tv expendi- tures by ANA members shows clearly both the importance of tv to ANA advertisers and, what is probably much more significant, the importance of ANA to the com- mercial tv industry. According to TvB, national-re- gional expenditures for tv net and spot last year amounted to $1.3 billion, and sponsor estimates that of this totffl more than $1 billion was budgeted by ANA members. Twenty-four of the top 25 tv ad- vertisers in 1961 belong to the ANA (Liggett & Myers the only non-member) ; similarly 46 of the top 50 and 84 of the top 100 have ANA affiliations. (Of the 16 non- ANA companies, three, Ford deal- ers, GM dealers, and Sears, are not eligible for membership because they are primarily retail.) These 84 ANA members budg- eted $927 million for tv last year, and it is estimated that at least an additional $75 million was appro- priated by ANA companies not in the top 100 list. The impact of this $1 billion- plus investment by ANA members in tv is further underscored by look at basic tv industry economics. Tv industry economics. Tv's financial structure is entirely differ- ent from that of newspapers, maga- zines or even radio. Unlike the print media which derive some in- come from subscription, tv is en- tirely supported by advertising. And unlike radio, it is founded on a base of national and regional, rather than local ad dollars. According to an FCC analysis, 82% of all tv time sales in 1961 were made to national and region- al accounts. It seems entirely fair to say the decisions of the ANA members who Why tv is important to ANA and ANA is important to tv Rank (1961 Tv expenditures) Spot tv1 Network tv2 Total tv Rank (1961 Tv expenditures) 1. Procter & Gamble 56,704,290 51,927,897 108,632,187 2. Lever Brothers 18,976,870 28,761,548 47,738,418 3. American Home Prods. 8,713,090 33,911,210 42,624,300 4. General Foods 17,856,170 20,021,513 37,877,683 5. Colgate-Palmolive 14,989,170 21,513,940 36,503,110 6. General Motors 1,355,560 23,811,830 25,167,390 7. Bristol-Myers 9,586,450 15,133,172 24,719,622 8. R. J. Reynolds 2,299,740 21,740,922 24,040,662 9. General Mills 4,272,080 19,017,741 23,289,821 10. P. Lorillard 8,003,050 13,605,870 21,609,920 11. Miles Laboratories 7,636,790 11,944,179 19,580,969 12. Gillette 5,062,430 14,213,894 19,276,324 13. Brown & Williamson 3,464,840 14,132,771 17,597,611 14. Philip Morris 6,374,160 9,774,471 16,148,631 15. Sterling Drug 3,008,580 13,073,366 16,081,946 16. Kellogg 5,978,780 9,021,448 15,000,228 17. Alberto-Culver 5,150,090 8,811,365 13,961,454 ►18. Liggett & Myers 2,845,350 11,059,411 13,904,761 19. American Tobacco 4,237,670 9,402,316 13,639,986 20. S.C. Johnson & Son 1,060,500 12,520,530 13,581,030 21. National Biscuit 1,529,570 11,362,302 12,891,872 22. Coca-Cola/Bottlers 10,745,140 1,978,475 12,723,615 23. ^Com Products 6,126,570 6,583,819 12,710,389 24. Warner-Lambert 4,183,090 7,538,138 11,721,228 25. Ford Motor 421,670 11,081,554 11,503,224 Spot tv1 Network tv2 Total tv 26. William Wrigley, Jr. 10,098,750 1,018,800 11,117,550 27. Campbell Soup 3,366,570 7,334,363 10,700,933 28. Texaco 267,140 10,119,124 10,386,264 29. Nat'l. Dairy Products 1,406,960 8,905,956 10,312,916 30. J. B. Williams 537,810 9,367,727 9,905,537 31. Pillsbury 2,049,150 7,671,862 9,721,012 32. Standard Brands 8,752,320 532,360 9784,680 ►33. Continental Baking 8,535,930 513,523 9,049,453 ►34. Beech-Nut Life Savers 1,572,580 7,055,890 8,628,471 35. Carter Products 3,872,170 4,294,668 8,166,838 36. Ralston-Purina 1,959,940 6,153,180 8,113,120 37. Nestle Co. 4,718,820 3,265,597 7,984,411 38. Scott Paper 1,971,020 5,980,927 7,951,941 39. Quaker Oats 2,754,440 5,078,006 7,832,4461 40. Block Drug 951,910 6,876,717 7,828,627 41. General Electric 1,503,080 6,080,992 7,584,072 ] 42. du Pont 363,030 7,081,668 7,444,69? 1 43. American Chicle 2,549,530 4,532,730 7,082,261 ►44. Simoniz 2,846,360 3,997,561 6,843,921 1 45. Johnson & Johnson 565,370 5,765,999 6,331,36! 46. Carnation 2,979,480 3,307,710 6,287,191 47. Armour 725,570 5,491,569 6,217,131 48. Mead Johnson 236,950 5,902,376 6,139,321 49. Andrew Jergens 2,540,400 3,148,031 5,688,43 50. Pepsi Cola/Bottlers 4,336,350 1,234,276 5,570,62 Not a member of ANA. tNot eligible for membership in ANA. 1. Source: TvB-Rorabaugh. 2, Source: TvB/LNA-BAR. SPONSOR/5 NOVEMBER 1 963 re gathering at Hot Springs this veek can have, potentially at least, greater influence on the future lealth, character, content, and iiisiness practices of American ommercial television than those >f any other group in the country. And this, in sponsor's opinion, s what constitutes tv's great chal- enge to the ANA. How will or an this power be used? Curbs on association actions. Those who operate outside trade ssociations (and some who are their nembers) are often startled to earn that groups such as the ANA lave definite legal limitations on he kind and amount of combined 1962 ana annual meeting ItTUlIt 1 10 THE HOMIITEID HOT (HIIOJ VUOIMJ ADVERTISING AND MARKETING The Opportuttilie* PricUcw Problem* ANA at Hot Springs this week Regular fall meeting of the ANA opens Thursday in Hot Springs, Va. weight they are allowed to throw around. The anti-trust laws sternly pro- hibit any type of industry gang-up which can be construed as a re- straint of trade. The ANA found itself in the midst of just such a problem last spring in connection with tv product protection policies. When Westinghouse Broadcast- ing announced its intention to re- duce product protection from 15 to 10 minutes, a number of ANA ad- vertisers put pressure on the Asso- ciation to take a strong official stand condemning the Westing- house position. Gilbert H. Weil, the ANA's —every top tv client except those marked (►) is ANA tank (1961 Tv expenditures) Spot tv1 Network tv2 Total tv 51. Kaiser Alum. & Chem. 22,630 5,442,908 5,465,538 52. Richardson Merrill 2,594,400 2,837,039 5,431,439 53. Jos. E. Schlitr Brewing . 3,353,160 2,056,398 5,409,558 54. Eastman Kodak 631,590 4,758,165 5,389,755 ► 55. International Latex 5,323,280 5,323,280 56. Chrysler 1,112,370 4,151,167 5,263,537 ►57. Anheuser-Busch 4,535,130 693,338 5,228,468 58. Chesebrough-Ponds 1,353,090 3,764,216 5,117,306 ►59. Consolidated Cigar 1,484,540 3,379,060 4,863,600 60. U.S. Borax & Chemical 2,603,750 2,251,291 4,855,041 61. J. A. Folger 4,735,150 4,735,150 62. Lestoil Products 4,662,670 4,662,670 ►63. Food Manufacturers 3,682,270 928,420 4,610,690 64. Avon Products 4,540,460 4,540,460 65. Kimberly-Clark 512,200 3,810,755 4,322,955 ► 66. Hunt Foods & Industries 4,166,380 4,166,380 67. R. T. French 697,430 3,410,604 4,108,034 68. Prudential Insurance 4,093,756 4,093,756 69. Gulf Oil 780.770 3,236,941 4,017,711 70. Reynolds Metals 33,640 3,932,507 3,966,147 71. Falstaff Brewing 2,555,760 1,393,108 3,948,868 72. Revlon 229,680 3,689,425 3,919,105 ► 73. Sears Roebuck (t) 1,237,650 2,634,498 3,872,139 '74. Beecham Products 189,930 3,655,900 3,845,830 75. Helene Curtis Industries 1,763,010 2,065,197 3,828,207 Rank (1961 Tv expenditures) Spot tv1 Network tv2 Total tv 76. Pabst Brewing 3,508,490 307,426 3,815,916 77. Purex Corporation 282,940 3,491,415 3,774,355 ►78. Welch Grape Juice 2,930,970 823,680 3,754,650 79. Mennen 25,880 3,698,866 3,724,746 80. Humble Oil & Refining 2,884,190 776,142 3,660,332 81. Westinghouse Electric 171,360 3,479,578 3,650,938 82. Drackett 73,830 3,558,299 3,632,129 83. Armstrong Cork 55,240 3,547,685 3,602,925 84. U. S. Steel 3,351,436 3,351,436 85. Canadian Breweries 3,216,180 134,199 3,350,379 ► 86. Ford Motor Dealers (t) 3,329,700 3,329,700 87. Noxzema Chemical 773,390 2,488,441 3,216,831 88. Goodyear Tire & Rubber 213,660 3,024,046 3,237,706 89. Lehn & Fink Products 1,287,070 1,931,703 3,218,773 90. Polaroid 3,216,222 3,216,222 91. Union Carbide 227,950 2,954,052 3,182,002 ►92. Gen Motors Dealers (t) 3,165,920 3,165,920 93. H. J. Heinz 28,690 3,121,543 3,150,233 94. Aluminum Co. of America 114,800 2,945,850 3,060,650 95. Hills Bros. Coffee 2,543,510 460,500 3,004,010 96. Norwich Pharmacal 2,001,210 976,690 2,977,900 ►97. Chas. Pfizer 124,050 2,674,519 2,798,569 ►98. Ex Lax 1,310,020 1,463,741 2,773,761 99. Pharmacraft 2,767,730 2,767,730 1P0. Socony Mobil Oil 782,820 1,965.617 2.748,437 1,011,896,488 SPONSOR/5 NOVEMBER 1962 27 highly respected general counsel, forestalled such a move by point- ing out the antitrust dangers, and the ANA issued no official pro- nouncements on product protec- tion, even though the 4As had pub- lished a statement which inferred agency solidarity against the West- inghouse proposal. Subject to such legal restrictions, however, it is possible for the ANA to act as a potent forum and in- fluence in tv matters, and one question members are asking today is whether the Association cannot and should not extend the scope of its tv involvement. ANA and tv commercials. The most obvious (and perhaps least controversial) area of tv interest for the ANA is the field of tv com- mercials, and a roundup of speak- ers at recent ANA meetings dis- closes strong emphasis on tv com- mercial techniques. Presentations have included showings from the American Tv Commercials Festi- vals, and talks by Charles C. Barry, Y&R; S. Hooper White, Burnett; Robert Bergman, Filmex; Newt Mitzman, OBM; Philip H. Cohen, SSC&B; Harry W. MacMahan, con- sultant, and John E. McMillin, SPONSOR. Research on tv commercial ef- fectiveness has sparked presenta- tions by such authorities as Harold Spielman, Schwerin, and L. E. Pur- vis, Gallup and Robinson. ANA and SAG-AFTRA. Another, and considerably more complex area of ANA tv involvement has been in talent union negotiations, particularly those concerned with tv commercials costs. Working with the special union labor consultant Guy Farmer, a former National Labor Relations Board chairman, the ANA's broac cast committee, headed by Harn Schroeter, v. p. National Biscuil Company, has been searching lot ways to improve the bargaining structure for the next SAG-AFTRJI contract negotiations, scheduled foi late 1963. A joint ANA-4A policy commit! tee, headed by Schroeter for tr advertisers and Y&R veteran Davi Miller for the agencies, has bee studying improvements in cuiren SAG-AFTRA codes which "could result in substantial savings to I advertisers," and will report at thl Hot Springs meeting. (For a comprehensive three-par analysis of this highly complex suq ject/see "SAG, AFTRA, and T1 Ad Costs," sponsor 20 Feb., 27 Feb and 6 March 1961.) ANA and "network clutter." On1 phase of tv operations which hzf Membership of ANA's powerfu Broadcast Committee reads lik< an honor roll of tv advertiser With member companies of the Association q National Advertisers appropriating well ovd $1 billion for network and spot tv last yea it is not surprising that the roster of th ANA's Broadcast Committee should read likl a roll call of blue-ribbon tv advertisers. Heacj ing it is Harry Schroeter, v. p. and director M advertising, National Biscuit Company, an i an ANA director. The complete committee CHAIRMAN Harry F. Schroeter, National Biscuit; J. G. Baird, Westinghouse; K. R. Baumbusch, American Home Pro- ucts; R. M. Budd, Campbell Soup; John Burgard, Brown & Williamson; H. Allan Dingwall, Jr., General Foods; R. . Eskridge, Ralston Purina; E. P. Genock, Eastman Kodak; Howard Gray, R. J. Reynolds; Roger M. Greene, Philip Morri I Paul Huth, Procter & Gamble; Glenn W. Johnston, Sterling Drug; Jack Jones, Mattel; Henry M. Kennedy, Prudentii Insurance; George T. Laboda, Colgate-Palmolive; Daniel Ladd, P. Lorillard; Palmer D. McKay, Sun Oil; C. F. Matter, McCormick & Co.; M. Anthony Mattes, Standard Oil of California; Craig W. Moodie, Jr., Armstrong Cork; R. J. Piggo, Pet Milk; Alfred L. Plant, Block Drug; Maxine Rowland, Shulton; Dorian St. George, Carling Brewing; Karl SchuMingt, American Tobacco; A. Craig Smith, Gillette; Gail Smith, General Motors; M. A. Souers, Jr., General Mills; James I Stocker, Scott Paper; John Tyner, Bristol-Myers; Robert E. Weed, Quaker Oats; J. B. Williams, Kimberly-Clark. roused considerable advertiser rath, and provoked work by a aerial ANA study committee, eaded by John Burgard, v. p., irown & Williamson, has been the roblem of "clutter" in network t shows. "Clutter" in the ANA sense re- rs to promos and other non-en ter- linment items such as credits, umpers, titles, etc. which are in- ctetl into network programs, over fid beyond commercials. The Burgard group, on monitor g> a number of network shows, Hind what it termed "absolutely Slocking" conditions. Though the JAB Tv Code recommends a mini- nim of 25 minutes, 30 seconds of Dtertainment in each half-hour how (with 3 minutes of commer- ials) , the ANA committee re- ■orted that the average half-hour program is running only 22 to 23 dilutes of entertainment. And not a single hour show had as fiuch as 50 minutes of entertain- lent even when 'scenes from next /eek's show' are included as enter- anment." Armed with these findings the ;lNA has proposed a standard lause in all tv network contracts ailing for a minimum of 25:30 of Entertainment time in half-hour hows and 51 minutes in hour pro- rams. The networks are studying but lave not as yet replied to the ANA •roposals. Other ANA activities. With the xception of these three specific reas, however, ANA involvement n tv affairs has been somewhat poradic and intermittent during he p. ist four years. When the quiz show scandals >roke in late 1959 the Association's Kiard ol directors, then headed by )<>nald Frost, v. p. Bristol-Myers, ssued a statement affirming that tational advertisers "share in re- ponsibility for tv programs." At other times ANA has spoken >ut against the 40-second chain >reak (a lost cause) and triple jotting (a more successful cru- ade). A M udy group of the ANA Broad- (Please turn to page 66) Autos tops in local tv use Auto dealers lead all others, reports TvB Even food retailers don't use more tv TvB's latest figures on local re- tailers indicate that more auto dealers use tv than any other kind of retailer. The conclusions, said to have come as a surprise to De- troit officials themselves, indicate that automobile dealers rather than food stores are tv's best local cus- tomer in the retail field. In a study of 27 major markets made last May, there were 248 auto dealers using tv, compared to 139 in the food field. In a wider study embracing 95 markets, a total of 927 auto deal- ers (almost 10 per market) used tv in the first half of 1962. In these markets, 171 of the auto tv users were Ford dealers and 157 were Chevrolet dealers. TvB's explanation of the heavy tv use by local automotive dealers is that videotape is making inex- pensive, timely, and flexible com- mercials possible. Ranking behind Ford and Chev- rolet in the 95-market study were Pontiac, Chrysler-Plymouth-Valiant, Rambler, Dodge, foreign, Oldsmo- bile, Mercury-Lincoln, Buick, Stude- baker, and Cadillac. However, used car dealers or dealers of unspecified makes ranked second only to Ford. More auto dealers used tv than the next two categories combined, even excluding factory spot tv ef- forts and dealer association bins. After automotive, other dealers ranked as follows: food, department stores, clothing, furniture, restau- rants, laundries-cleaners, appliance stores, floor covering stores, drug stores, and shoe stores. ^ pllllllllllllIllllllllIIIIIIIH Retailers using local television Number Automobile dealers 249* Food stores 139 = Department stores 95 Clothing stores 86 Furniture stores 80 = Restaurants 71 1 Laundries and dry cleaners 32 I Appliance stores 26 s Floor covering dealers 25 = Drug stores 22 Shoe stores 12 Markets studied: Green Bay, Miami. Milw., Minn.. Okla. City, I deuce. Sun Antonio. Toledo. Birmingham, Boston, Greenville, Hartford, Memphis, Norfolk, Sun Fran., Spokane. I.. A., Phila., Seattle. Shreveport, Tulsa. Hallo., Des Moines. Jacksonville, Richmond, St. Louis. Wash. 'Excluding "factory" sum i\ and dealei association Idvertlsers Reports. B« ed mi television activity during .me monitored tree* In May, 1962 in 27 cities. PONSOR/5 November 1962 29 Shortwaving U. S. business globally ► Ralf Brent continues as WRUL president ► Mormons to carry on station's goals ► Shortwaver drawing more big business clients Latter-day Saints may have ac- quired control of WRUL, New York, the only commercially oper- ated, international shortwave out- let, from Metromedia, Inc., but one thing the eminent Mormons appar- ently won't do is change its skill- ful helmsman. With the news that Metromedia had sold its shortwave station (sub- ject to FCC approval) for the tidy sum of approximately $1,750,000 to International Educational Broad- casting Corp. of which the Mormon Church is principal stockholder, it was clearly indicated that Ralf Brent, president of WRUL, would continue in his present capacity. Brent is in thorough accord with James B. Conkling, president of IEBC. Conkling made it plain that the new owners would do their ut- most to avoid being propagandistic. "While the Voice of America does a tremendous job, we believe there is a place for private enter- prise in international shortwave radio," Conkling said. "Our pur- pose will be to show what the av- erage American is like. We feel we can expand the time the station is on the air and contribute new pro- graming ideas. We will try to be educational and at the same time entertaining." New projects. In keeping with this manifesto, Brent is hip-deep in creating new projects befitting a sparkling, forceful American short- wave operation. One of these proj- Beaming programs to seven zones of world WRUL broadcasts eight hours a day to Europe and Africa, 12 hours daily to Latin America. Above: scenes from N. Y. studios, recording rooms and the newsroom ects Brent spoke of with enthusi asm: the unfolding of a Worldwide Radio Workshop which would un-| veil the dramatic works of talented r new writers, say, on a monthly basis J at the outset and later, perhaps, oin a weekly basis. These dramas would' concern themselves, Brent said.l with pressing contemporary issues.ti "The way to get people interested!! in world affairs is to dramatize^ world affairs," Brent said. "I also! think it would bring good will to] a sponsor underwriting such a se-i ries. He'd also get considerable! credit for restoring good drama to the airlanes." Time and again, Brent has pre- sented cogent arguments to AmeriJ can advertisers, notably those doing business overseas, that they are missing an enormous opportunity by not availing themselves ol WRUL's numerous plus factors: He has said that the only direcl means of communication betweerj business and the public is advertisi ing. He is certain that only busi ness can tell the story of free enter prise to the people of the world. "We cannot leave this task t< the politician, the educator, or th editor," he told a sponsor editor "Business must tell its own story directly, forcefully, factually, an( repetitively." Ads communicate. Brent, whos career in broadcasting has covered many important positions incluc ing news editor, program dire< tor, sales promotion manager, sale director and part owner of st< tions, insisted that "if we believ that our freedoms are based on th free economic system which su: tains our social structures, those c us in business around the worl must do more than simply adve tise our products and our service We must communicate in our at vertising to people all over th world what we believe about 01 way of life. They must realize thj* the possibility of their own fre dom as individuals can best be a 30 SPONSOR/5 NOVEMBER 196 ♦ • ' w tained our way rather than the totalitarian or socialist way." On WRUL, Brent maintains, the advertiser cannot only commu- nicate these ideas in his copy, but can sponsor programs which tell the story completely as du Pont did in the Cavalcade of America pro- grams. The advertiser can spon- sor educational programs which bring new learning to the people and he can sponsor special events which demonstrate "immediately and dramatically the assets of our democratic system, as American Motors and RCA have done with the space shots." Brent invites American business- men with worldwide interests to sit down and discuss with him how to tell their story to the world and how to achieve worldwide recog- nition for their efforts. The letters that WRUL receives hail from all parts of the globe- Indonesia, Greenland, Antarctica, Angola, Germany, and Venezuela. Wireless operators at sea, master mariners, send pictures of their ships and heartening reports of excellent reception. Shortly after President Kennedy moved into the White House, WRUL offered to send a picture of the Chief Execu- tive to listeners. There were more than 500 requests from Cuba alone. Many of these requests asked that the photograph be sent in a plain envelope. More than 10,000 commemorative medallions of the Olympic games in Italy were sent to listeners upon request. Worldly sponsors. Among recent sponsors have been American Mo- tors, Time, Life, Financial Federa- tion of California. Men ill Lynch, Minkus Stamp Exchange, the Mor- mon Church, The Lutheran Hour. Brent last week said that Merrill Lynch had more than doubled its expenditures on WRUL. The New York Tiinrs has bought 15 spots weekly to promote its Internation- al Edition and Time magazine has been busy on the station selling subscriptions. Pan American Air- ways is also a new advertiser using spots to * ell its various travel looks. Still other advertisers in- (Plcatc turn to page 08) 31 Heavy in television to promote sore threat therapy Mapping Sucrets tv campaign strategy are (1) Kenneth Olshan, Doherty, Clifford, Steers & Shenfield account exec, and! Howard Powers, Sucrets' brand manager at Quinton Co. division of Merck & Co. Campaign will run into next spring Sucrets swings to tv with new line Merck's Quinton Co. to handle all proprietaries Adds gargle, antibiotic lozenges to Sucrets list Massive saturation drive in top 100 markets This being the eve of the sniffle, sneeze (Gesundheit!) and sore throat season, it is only fitting for drug houses to be launching their new line of products and refurbish- ing their old reliable line of reme- dies. This fall a new tv advertiser joined the ranks with the debut of the Sucrets consumer campaign from the Quinton Co., a division of Merck & Co., via the Doherty, Clifford, Steers & Shenfield adver- tising agency. 32 Television is the major medium in the campaign, the agency indi- cated last week. And it is one of the biggest in the sphere of sore throat therapy, according to those working on the account. Four Su- crets products including three new ones fresh from test markets will obtain massive saturation in the top 100 markets. A combination of 60-second and 20-second spots will be employed. Heavy schedule. According to A. James Barker, Quinton Co. ad vertising director, time schedule? will run as high as four spots dail) in the big markets "with liberal use of prime night-time spots, highl) rated late afternoon and early eve ning spots, and special positioning in top news and weather shows.' Barker indicated that the schedl ule will be re-evaluated periodical) ly to change positions for bettei ratings. It is estimated that somJ 95% of the television homes in th« land will see the Sucrets commer cials during the fall-winter cok season. Numerous reasons were advancecj for using television to get the Su crets drive under way. "Television is intrusive," Barker maintained "It is a most efficient means o SPONSOR/5 NOVEMBER 196 •aching the women shoppers, the uardians of family health and rincipal purchasers ol products ke Sucrets. While initial emphasis in this direction, the new adver- sing series will reach the entire unily." Barker said that all the items in le Sucrets product line lend them- hes particularly to visual demon- tration. He also pointed out that Revision s]>ots provide the flexi- ilii\ needed to give the retailer ftra sales support in his immedi- te area. Three new products. The four ucrets products being featured re: 1. Sucrets regular lozenges, a amiliar item to oldtimers, which as gained considerable trade and onsumer acceptance for sore throat are. These lozenges come in a tandy metal 24-pack with each ozenge individually wrapped. 2. A special new trial-size pack- ige of Sucrets. This pocket pack ontains seven lozenges. 3. A new Sucrets Gargle. De- igned to kill sore throat germs and relieve sore throat pain, it will be >old as a gargle, not a mouthwash. 4. Sucrets Antibiotic Lozenges. These new lozenges sell in a one- dozen package for 89 cents. They are being marketed to meet the need for a non-prescription anti- biotic sore throat lozenge. Vital ingredient. The drug firm said its Sucrets and Gargle contain Hexylresorcinol, a recognized anti- septic and analgesic. The new proprietary line makes its appear- ance nationally after a successful km marketing campaign in a num- ber of key Nielsen test areas dining the '(il-'()2 (old season. The ageiH \ said one ol the high- spots of the new commercials is the dramatic use of a flame to carry through the "fiery pain" of a sore throat. The commercials also stress the value of Hexylresorcinol, one of the vital ingredients in both the lozenges and gargle. The Sucrets quartet is the first consumer product group to be pro- moted nationally by the new Quin- ton firm, formally established at Rahway, N. J., last summer, to handle marketing for all Merck's proprietary drug items. As part of the national promo- tion campaign, a number of special display units are available to the trade. A central theme running through all the display units is the reproduction of a typical scene from the television commercials. Special display units. The spec- ial display units, Quinton officials said, have been keyed to three maj- or marketing factors: multiple-use efficiency by the retail trades; quick eye-appeal to the consumer; inte- grated brand name recognition for the entire Sucrets line. The new consumer product divi- sion of Merck & Co. feels confident that the four Sucrets items will click nationally. They base this on the successful test marketing be- havior in the Midwest from Janu- ary to March of this year. "Nielsen store audits have shown a better than 50% increase in sales through drug stores, resulting from the television advertising and mer- chandising support placed behind Sucrets in this test area," Barker remarked during an interview. Quinton executives said reaction of the trade to the new Sucrets line was good. Notably, the heavy im- pact of the pocket-size rolls far ex- ceeded the company's expectations. Quinton officials said their plant was working several shifts in order to keep up with the demand. Agenc) officials explained that "tag-ins" will be employed on all the television commercials to pro- mote the other new items and sizes in the line. Intends dominance. The Quin- ton Co. expects to be a dominant advertiser in this field. The prod- uct category, according to Kenneth Olshan, account executive at DCSR.S, is essentially one that is not of the greatest interest to con- sumers because it deals with an un- pleasant subject. "Nobody likes to be sick," he observed. "So, we have tried to make the commercials in- teresting and at the same time in- sure a fair representation of the problem and the treatment we're offering. To date, our research in- dicates that we're doing just that." The television campaign will prob- ably cost in the vicinity of $1,500,- 000, it was reported. "We are very pleased with our spot television program so far," Olshan told sponsor. "The client has given the agency's media de- partment complete freedom in buy- ing whatever is felt to be necessary to satisfy our predetermined mar- keting objectives. This means that the media department can be com- pletely flexible when it comes to improving schedules or even re- buying a market.' ^ Saturation program with 60-second and 20-second spots Sucrets' television commercials, created by Doherty, Clifford, Steers 8: Shenfield. agency lor the account, stress factor that when fiery pain strikes and brings sore throat, it is Sucrets lozenges that relieve the pain and help to fight off infection SPONSOR/5 NOVEMBER 1962 33 BPA seminar draws top speakers ► 7th annual BPA workshop hears Si&E chairman ► Collins suggests liaison committee with NAB ► Radio tv promotion men discuss objectives DALLAS The increasing professionalism of the nation's tv/radio promotion men, on whom advertisers depend for maximum audiences as well as occasional product exploitation, was much in evidence during the 7th Annual Workshop Seminar of the Broadcasters' Promotion Assn. here last week. The professional quality could be seen in the crisp, efficient man- ner in which the three-day meeting (29-31 October) was conducted, as well as in the exceptionally useful shirtsleeve agenda. The high cali- ber of the industry leaders who participated on an invitation basis added a high note of industry-wide importance to this meeting, which saw a record registration of 340 people in promotion and allied fields. Promoting image. The promo- tion men fittingly addressed them- selves in the opening session to the question "Broadcasting's Image: What Is It Today? What Can We Do to Improve It?" Discussion was keynoted by thoughts of speakers William B. Lewis, chairman of the board, Kenyon & Eckhardt, Jack Harris, general manager, KPRC- TV, Houston, and moderator Dean Linger, director of advertising, pro- motion, and public service, Corin- Scene of BPA meeting lends Texas personality Observing mammoth cowboy at convention site are (1-r) BPA pres. Don Curran, AHC o&o's; Dan Bellus, Transcontinent; Cecilia Ganss, WNEM-TV, Saginaw-Bay City, Mich.; LeRoy Collins, NAB pres.; Montez Tjaden, KWTV, Oklahoma City thian Broadcasting Corp. Directing himself to the ques- tion, K&E's Lewis asserted that "the main body of complaints that the FCC receives from viewers about the radio and television industry concerns commercials in one way or another. Complaints say they are too loud, too strident, many are nauseating. Much too often they interrupt programs without thought, taste, courtesy." Up to broadcasters. Lewis then told broadcasters that it was up to them to exercise their right to bet- ter control the content and sched- uling of commercials. "I am going to suggest as forcefully as I know how that broadcasters have the right to better control the commer- cials they broadcast. If they will exercise that right to the extent of lowering the decibel count of the more obnoxious hog-callers, of ban- ning outright the commercials in bad taste which irritate and antag- onize, they will then have material- ly increased the value— and image —of their medium to all of their publics and even, eventually, to their customers." Approaching the problem of im- age through the station scramble for high "numbers," KPRC-TV's Harris decried the "enslavement of ratings" as one of the industry's ma jor hurdles. "Some way must be found," he admonished, "to un shackle network and station opera tions from their present enslave ment to ratings. A station or net- work that seeks only the highest numbers in each period of its op. eration is failing in its prime re- sponsibility—to its audience and hi self." On numbers, Lewis had com- mented that "more and more ad- vertisers are turning away from the strictly numbers game." At the keynote luncheon, Gov. LeRoy Collins, NAB president, emi1 phasized that organization's will ingness to work with the BPA in promoting the image of the broad cast industry. 34 SPONSOR/5 November 196S Collins asks liaison. Referring to the NAB's "Build Radio with Radio" campaign, Collins said, "I urge you to make ever greater use of this type of material. The NAB si. mils ready to work with your as- sociation in developing more effec- tive ways to tell the good story of our industry. 1 think it would be well for us to establish a liaison committee to explore and plan spe- cific cooperative undertakings as we pursue our common objectives." In a later session on "Building the Station Image," Mike Shapiro, general manager, WFAA (AM & IV), Dallas, commented that "sell- ing your station to a customer, a viewer, or a timebuyer is no differ- ent from sellirig a commercial prod- uct from the store shelf. If the product is below standard, repeated advertising will not help." Other thoughts on building im- age came from Louis Read, general manager, WDSU-TV, New Orleans. "In addition to building an image in the area which we cover, it is also important to convey the prop- er image to national and regional advertisers." He reasoned that ad- vertisers are unable to judge the station merely on the basis of on- the-air performance, and described an "advertising style" which his station uses to project station per- sonality. "Let your likeness speak through your employees" said Marcus Bart- lett, general manager WSB-TV, Atlanta, and "let your image be portrayed on your air by strong, local programing." He warned, "if you begin to get bored with pro- moting this image, your audience may just be beginning to notice it." Management advice. In a "Man- agement Looks at Promotion" semi- nar, Storer Broadcasting regional v.p. Bill Michaels said that "the most successful promotion men first have a plan, then reasons for the plan, then know and understand the financial aspects of the plan. Finally, they can offer reasons for the successes and failures." Mi- chaels also suggested that promo- tion men set standards for their campaigns, such as a specific rat- ing increase or a specific sales in- crease. Panelists in session on broadcasting's image (L-r) Mike Shapiro, gen. mgr., WFAA (AM & TV), Dallas; Jack Harris, v.p., gen. mgr., KPRC (AM & TV), Houston; William B. Lewis, K&E chmn.. Dean Linger, dir., adv., promo., public service, Corinthian. (Below) Sessions were well attended Similar management advice came from Stephen Riddleberger, presi- dent of ABC Radio o&o stations. "Simplicity is often the keynote to resounding success. A combination of effective cooperative effort on the part of our o&co stations and a simple but well-integrated pro- motional plan has proved to be one of our most fruitful efforts in many years on the promotion front." Frederick S. Gilbert, general manager, broadcast division, Time, Inc., told BPA members how to get a better budget plus a raise from management. "Strive for bet- ter programing from your manager and promotion will be easy because of the better product. Management should also be reminded, by you, that the 'bad apple' will not suc- ceed even with a terrific promotion job." Moderator for the management session was John J. "Chick" Kelly, director of advertising and promo- tion, Storer Broadcasting. Discussing the many changes that continue to ride through the radio industry, speaker John F. Box, Jr., executive v.p. and managing direc- tor, The Balaban Stations, in a panel, "Personalizing Radio," em- phasized that "radio will undergo a change in programing in the next few years. Radio's major need to- day is for more news." Added Lionel Baxter, v.p. radio, Storer Broadcasting: "All radio is good. The problem in this indus- try is that we fight each other too much. We should promote the ra- dio medium, preserve it, and make a profit." Other working subjects discussed in seminars throughout the meet- ing were: fm promotion, uhf pro- motion, trade advertising, merchan- dising, market data, contests, stunts, and exploitation, newspaper and TV Guide advertising, and on-air promotion. ^ SPONSOR/5 NOVEMBER 1962 S5 ■-»•'■ -■"'!~ (I T%: Build ratings 5 ways better with the big 5 from®® TV These are the films that consistently win the top ratings* in all of these top markets: New York, Los Angeles, Chicago, San Francisco, St. Louis, Mobile, Indianapolis, Minneapolis-St. Paul, Buffalo, and many others. Ask your Allied Artists TV sales representative for the fabulous facts and figures about: (1) Bomba.The Jungle Boy (2) Cavalcade of the 60's Group I (3) The Bowery Boys (4) Science Fiction Features (5) Cavalcade of the 60's Group II. 'Source ARB fj^f£ Allied Artists Television Corp., 165 West 46th St., N. Y. 36, N. Y., PLaza 7-8530 SPONSOR SPECIAL REPORT ON SPANISH LANGUAGE MARKETING through RADIO & TELEVISION 1962-63 txaP.xza V*"f* SPONSOR/5 November 1962 37 TO SELL A LATIN Ik IT'S A MUST TO KGBT KUNO Harlingen, Texas Corpus Christi, Texas XEK Nuevo Laredo, Mexico Represented Nationally by RICHARD O'CONNELL, INC. MO 3-3180 New York— Chicago John E. Pearson Co. Atlanta — Dallas The Sombrero Group 38 SPONSOR/5 NOVEMBER 1962 All*** 'SPONSOR 5 NOVEMBER 1962 iQue grande es el mercado hispano? How big is the Spanish market? Working from guesstimates of eight million people and $6 billion income, advertisers must sharpen focus on soaring Latin sales within US The marketing director of a Top 500 corporation sits in a 19th-floor office overlooking New York's Park Avenue. What he's just admitted could spell the end of a career: "/ don't know. . . ." This v.p. is talking about Spanish-speaking Americans. He knows there are several millions of them and that they could be an important market for his company; beyond this point his "facts" run out, and his "estimates" begin. In an IBM-efficient atmosphere, this research expert throws up his hands in mock-despair: "the Spanish-speak- ing population of, say, the Border states could be anywhere between one and four million ... I don't know." Yet his company in 1963 will be one of a growing list of blue-chips that help spend millions of dollars in capturing the elusive Latin consumer. The ad budget that's devel- oped from his marketing know-how will help support a sizeable slice of the nation's radio stations; some of these et hombre es lo pnmero de todo ERIE "COPA SCHAEFEI ESCUCHE LOS DATOS MAS IMPORTAN Y NOTICIAS DE ESTOS JU EGOS DE BEI< DIRECTAMENTE DESDE PUERTO RIC( HUM 12:00 M - 12:05 RM. LUNES A VI El VIERNES 6-30 -7:00 P.M. 9 i H£R/B£#TO MARIN BUCK CAN £L SPONSOR/5 NOVEMBER 1962 Hnfln 39 dollars also will flow into a small but fruitful tv operation. (About 200 am outlets regularly program to Spanish listeners; a string of Spanish tv stations in the West Coast and Southwest states is cur- rently the only ethnic element in the video industry.) Mass-market advertisers already are making an important broadcast play toward the pocket of Spanish- speaking Americans, despite some lack of precise market information. Each company works with its own estimates; formulae; facts and edu- cated guesses. Some of these coin- cide with the bases developed by other marketing teams; some are at wild variance. sponsor editors, in this special report, bring a sampling of these together in a state-of-the-art sur- vey. It's an important subject to marketers and broadcasters alike, because: • The Spanish-speaking market now is being cultivated by at least 100 of the major national and re- gional advertisers. • In rate-of-growth, this group has generated the most spirited movement of any section of the na. tional economy. • Spanish-language broadcasting is now the second-largest special- ized service in am radio (closely following Negro-appeal program- ing) . Supporting evidence on these three points is not hard to uncover. Five years ago, when sponsor un- dertook a similar survey, the per- manent Latin population of the U.S.A. was around three million. Today's conservative estimate is six million, excluding Puerto Rico. In 1957, total income was calcu- lated at $3l/2 billion; for 1963 a total of S6 billion will be generally acceptable. The number of radio stations with heavy Spanish pro- graming has doubled in five years. Where total radio advertising then was figured at $5 million, one station group alone now predicts $10 million billings in 1963. These bold outlines undoubted- ly are impressive, but in trying to build a detailed picture, the mar- keter encounters real difficulty. His troubles start just in count- ing heads. Number-of-people is the measurement that's basic to all marketing analyses, and with some minor reservations, the Census re- port is the bedrock on which mar- keting and advertising rests. However, the Census is unable to give an accurate count of Span- ish-speaking Americans. Its broad divisions are white v. nonwhite (in which Latins qualify as "white") , and native v. foreign-born. It's thus only in "foreign-born" that pollsters really come to grips: Mexico and the other Americas account for about 2,300,000 resi- Spanish-Americans score strongly in market surveys, BUYING HABITS with 1. Supermarket or bodega? Prefer supermarket 85.4% Prefer small grocery store 14.6% 2. Preferred days for shopping Monday 6.7% Tuesday 4.3 Wednesday 10.0 Thursday 11.2 Friday 31.7 Saturday 38.6 Sunday 4.6 No Preference 10.2 (multiple respoTise) 3. Typical product preferences Frozen foods Buy 44.4% Don't buy 55.6% Cake mixes Buy 63.3% Don't buy 36.7% Cold cereal Buy 83.5% Don't buy 16.5% Hot cereal Buy 75.5% Don't buy 24.5% Household bleach Buy 92.4% Don't buy 7.6% Source: The Pulse Inc. Personal interview of 1380 respondents in 15 markets, for the National Spanish Language Network, June 1962. 40 SPONSOR/5 November 1962 dents within the U.S.A. The island of Puerto Rico itsell holds about 2,300,000 people. Opinions vary whether PR is or is not included in "Spanish-speaking" counts; some marketers do, some don't, depending simply on wheth- er their company has distribution on the island. (Bureau of Census treats it separately; many ad agen- cies have no domestic budget for PR and handle the island's ad- vertising through their interna- tional divisions.) When the Puerto Rican comes to the mainland, he vanishes — at least, statistically speaking. The PR Commonwealth keeps track of outgoing numbers, and attempts to trail the migrant. No fully reli- able figures are available for the PR populations on the Eastern sea- board: of New York, for example, semi - government sources report about 800,000 PR's in the city area: most marketers stick with a conservative 1,000,000 Spanish- speaking; some have evidence which persuades them the true fig- ure is anywhere from 1,100.0(10 to 1 ,300,000. (Here's a typical sampling: the respected newspaper El Diario esti- mates 1,060,000 PR and other Span- ish-speaking people; radio station WHOM takes a careful 925,000; the Department of Immigration beats both, by quoting 1,205,000). Troublesome though this varia- tion may be, it's a mere nuance compared with the near-chaos that marketers report from their prob- ing of the West Coast and South- west states. Spanish-speaking peo- ple were, of course, the original settlers of much of those regions; there's now a large element of the total population which is of Span- ish/Mexican descent and has been around for anywhere from seven to 10 generations. Most of these people (it's claimed) arc bilingual, with Span- ish the preferred tongue in per- sonal life and some business rela- tionships. Yet this demogiaphic al- ly important group shows no trace in Census reports, anil is lumped with "white" residents. Responding to the needs of in- dustry, the Bureau attempts to pro- duce some sort of a figure by count- ing Spanish surnames. This is a help, but it still doesn't cover those who have anglicized their names (and this is known to be consider- able) and those who had Anglo- Saxon names to begin with (a common trait in Latin countries.) To compound the confusion, at least in the Border states, is the known large number of Mexicans who come to the U. S. as migrant workers; who come legally across the border to shop; and who also come illegally to work short-term. (In Californian ports-of-entry (Please turn to page 54) -? — *i*i'» " T distinct buying habits and clear-cut brand preferences BRAND PREFERENCES 1. Manufacturer Kellogg Dry cereal Share of market 45.9 17.0 Percent behind leading brand 00 28 Brand Carnation 3. Canned milk Share of market 44.2 Percent behind leading brand 00 Post Pet 42.8 2 General Mills 6.9 39 Borden 2.0 42 Nabisco 1.9 44 4. Brand Cleansing powder Brand Corn Flakes 18.2 00 Cheerios 15.1 3 Ajax 50.3 00 Rice Krispies 5.7 12 Comet Old Dutch 32.8 8.8 17 Sugar Pops 2.8 15 41 Brand 2. Flour Brand 5. Toothpaste Gold Medal 49.9 00 La Pina 24.9 25 Colgate 60.4 00 Sperry's 7.2 42 Gleem 16.7 43 Pillsbury 5.0 44 Crest 9.3 51 Betty Crocker 1.9 48 Pepsodent 3.3 57 Source: Far West Surreys Ine. Survey of 401 households in the San Franeiseo area. 19H2 SPONSOR/5 November 1962 11 Spanish ad approach is varied Personality pays off for Schaefer beer, whose colorful Argentine wrestler, Antonino Rocta, wound up in Brinkley's Journal; premium offer pulled a mound of boxtops at KUNO, Corpus Christi; Playtex print-ad is less inhibited than its tv commer- cials; market research is planned by Dick Pickens (BBDO), Harvey Russell (Pepsi-Cola vp), John Doble (BBDO), Tom Sims and John Sougan (Pepsi-Cola); Quinn-Lowe agency's cartoon twist was also featured in radio copy Radio /tv is 'way out front in ad tactics of major marketers Radio and tv spot shine brightly, in reaching Spanish consumers. "It's the only practical medium in many areas," says a Reynolds Tobacco accountman, at Esty agen- cy; Pepsi-Cola's special markets ex- pert, Tom Sims, calls broadcast "the first medium" with Spanish consumers. Their reasons are the absence of a strong Spanish press (outside New York City) , plus the latin's addiction to radio music &: news coverage. Add in a Spanish personality, and it's a mixture with more than normal sales impact. (When wrest- ler Antonino Rocca, who promotes a New York beer, paraded with Puerto Ricans down Fifth Avenue, the crowd yelled "Viva Rocca! Viva Schaefer!") At the national level, Nabisco's approach is fairly typical. The gi- ant baking company buys spot ra- dio in New York, San Antonio, Al- buquerque and the border states, and currently is investigating mar- kets in southern California, south- ern Florida and northern industrial cities where Spanish numbers are growing. Radio is "the most effective and efficient" medium for selling crack- ers and cookies: In NYC, Nabisco is a year-round user, morning-midday- evening, with a strong tie-in to wo- men's service programs. Cigarette manufacturers are long in the market, with a low-cost item. Esty agency buys about 30 stations for Reynolds; says it's "fortunate" thai a large number of Spanish sta- tions is on hand, since it would be expensive or impossible to reach these consumers via print. Other cigarette firms advertise, in varying degree: all have active market stud- ies under way. (There's not likely to be much money coming from filters, however: Latins prefer straight tobacco.) Schaefer beer's progress in New York has been unchallenged, among the Puerto Ricans, thanks to a com- prehensive media plan. Brewer be- gan about seven years ago, broad- casting World Series in Spanish; built up sportscaster Buck Canel to ratings that touch 26, (equivalent to 80% share of audience) . Schaefer's campaigning ties in Spanish life at every level. It hits the audience with massive sports coverage (will even be televising PR baseball in New York this sea- (Please turn to page 48) 42 SPONSOR/5 NOVEMBER 1962 you CUU V reach New \orkms 10601100 Spanish speak lay people without the powerful voice oi SPONSOR/5 NOVEMBER 1962 a specialist in Spanish language programming. Pulse for August, 1962 shotcs WBiyX's average share of audience as: 61%— 12 midnight to 6 a.m. 34.5%— 7:30 p.m. to 6:30 a.m. 22%— 12 noon to 6 p.m. GET ALL THE FACTS ABOUT WBNX BY CALLING: IN NEW YORK: Bob Wittig, UBC Sales, PL 5-9145 or write 420 Madison Avenue. IN MIAMI: Art Gordon, General Manager, WFAB, 373-8366 or write 1034 Biscayne Blvd. IN CHICAGO: Warren Daniels, UBC Sales, 467-1632 or write 410 N. Michigan Avenue. IN ATLANTA: Dora-Clayton Agency, JA 5-7841 or write 502 Mortgage Guarantee Bldg. 43 bla bla bla bla bla bla bla bla bl< bla bla Kellogg's bla bla bla bla la bla bla bla bla bla bla bla bla )la bla bla bla bla bla bla bla bla bla Kraft Cheese bla bla bla bla bla bla bla bla bla bla bla bla bit bla bla bla bla bla bla Revlon bla bla bla Ivory Flakes bla bla bla bl ) bla bla bla bla bla bla bla bla bi i bla bla bla bla bla bla bla bla b This is how your TV commercials now sound to 1,500,000 Unless you've already bought KMEX-TV and KWEX-TV you might as well be talking Sanskrit to a big chunk of these markets. Naturally many Latin Americans understand English, but they still speak Spanish, think in Spanish, and react most responsively when spoken to in Spanish. More than a million- and-one-half people in Los Angeles and San Antonio were downright hungry for programs in their own language: Spanish. That's why 4-1 SPONSOR/5 November 1962 la bla Camel bla bla bla bla bla i bla bla bla Brylcreem bla bla b i bla bla bla bla bla bla bla bla I a bla bla bla bla bla bla bla bla I i bla bla bla Campbell's Soup bla ila bla bla bla bla bla bla bla bla la bla bla bla bla bla bla bla bla bla bla bla bla bla bla bla bla bl; bla bla bla bla Dodge bla bla bl< bla bla bla bla bla bla bla bla bl Spanish-speaking people in Los Angeles and San Antonio KMEKTV KMEX-TV and KWEX-TV have been such No, English commercials alone will not do a instantaneous successes. They have satisfied complete or convincing sales job for you in that appetite by presenting for the first time. Los Angeles and San Antonio. So if you are a full schedule of the finest TV shows from now a mono-linguist in our bilingual markets, Latin America. The reaction in Los Angeles call us and learn how our happy advertisers LOS ANGELES alone, has been incredible. People have been are translating "bla bla" into dollar volume. converting their sets to UHF at the rate of Nationally represented by: more than 1,000 a day. In effect, our audience SPANISH INTERNATIONAL NETWORK is actually paying to watch these stations— 247 Park Avenue, New York 17, New York paying to watch our advertisers' messages! Telephone OXford 7-0585 SAN ANTONIO SPONSOR/5 November 1962 45 Special formats for shows & spots The bull-fights, of course. Maybe some jai-alai, and lots of sam- ba. But if you think that's all there is to Spanish programing, you'd better look and listen some more. Take the simple matter of news coverage. Latin radio and tv un- doubtedly places even more em- phasis on news than the most com- munity-minded NAB member. Reason: the latin listener has three communities in which he's vitally interested: His homeland, first; (Puerto Ricans and Mexicans re- main deeply connected to their back-home affairs); his own local community and personalities, sec- ond; and the national and inter- national scene, third (especially as it effects the Latin-American bloc). Result is an emphasis on broad- cast news that's a little overpow- ering, by anglo tastes. It's not unusual for 10 of 17 daily hours to be occupied by straight news and commentary (south of the border, there are plenty of stations that beam nothing but news 24 hours daily.) Planning the commercials to be spotted with news programs may need a slightly different approach. Many Spanish-speaking listeners prefer the 10-second or 15-second announcement; it can be such a strong preference that some sta- tions are diffident about selling minutes within news. The round- the-clock news technique is there- fore widely followed, often under the title "Radio Reloj" (Radio Clock). It breaks down, most often, into 45 seconds of news, weather and sports, 10 seconds of announce- ment, and 5 seconds time and identification. A typical format calls for Radio Reloj twice-daily, in four-hour segments, giving the client four announcements daily. How much can you say in 10 sec- onds? Since the latin tongue is used more rapidly, the average is probably 28 to 30 words per 10 seconds. Dramatic serials are extremely popular: most are recorded in Mexico and other Latin centers. One shop has been set up in Pan- ama, staffed by refugees from the famed CMQ Network in Cuba. Represented here by Caribbean Networks, the group currently has about 60 stations using their mater- ial. Sample synopsis: "En la bar- rera de lo prchibido: The story of a woman who sacrificed everything 46 SPONSOR/5 NOVEMBER 1962 for the one she thought was her sister, who is eventually proven to be the one who killed her brother- in-law. The unpredicted ending is never foreseen b\ the radio audi- ence. A wonderful mystery." Another distinctive feature of Spanish programing is its music. You don't have to be an aficionado to realize that Latin-American music is complex and subtle in rhythm and melody. What's true of programing is also true of commercials; they must be created with the latin taste firm- ly in mind. The copy-line has its pitfalls: Marco and Sylvia Rosales. the husband-wife team who set up The Latin Sound here a year ago to pro- duce radio and tv jingle packages and to serve as consultants in Span- Spanish video Los Angeles KMEX San Antonio KWEX San Diego-Tijuana XEWT Imperial Valley-Mexicali XHBC Nogales-Arizona XHFA El Paso-Juarez XEJTV Laredo-Nuevo Laredo XEFE (These tv stations are programed substan- tially in Spanish. Other tv stations in latin markets carry some Spanish program- ing: reps should be consulted.) Ill lil ish-language advertising, tell a few hair-raising tales about attempts to translate Spanish campaigns into English. For an internationally known shirt, the English ad read: "I did- n't feel great until I put on this shin.'' Then, in a run in a Mexi- can magazine, the copy was trans- lated into Spanish (perhaps with the aid of a Spanish-English die tionary) to read "Ha.sla que me pusa esta camisa, mesentia bien." Translated back into English this reads, "Until I put this shirt on 1 felt good." The Rosales also tell how a rou- tine translation assignment for J. Walter Thompson Co. earlier this year led to a commitment to handle (Please turn to page 56) Shows are sympatico Bullfights on West Coast's K.MEX-TV come from Mexico: pretty girls for New York's WOR-TV are taped in Puerto Rico; radio service by Jax beei and K.LVL, Texas, has helped listen- ers with jobs-vacant column; Florida's WLBW-TV gives weekly Spanish news panel comment: Mexican filmstar Ariadne Welter in tv "soaps" seen here: newscasters Jose Alba and Eduardo Lujan at WMET, Miami. (Top right): Jingle team Marco \- S\l via Rosales create latin-sound spots: agency consultant Carlos Franco pio- neers "think Spanish" concept 17 RADIO/TV {Continued from page 42) son, via videotape and jet-plane) and promotes its personalities heav- ily, in both broadcast and print. Result: Schaefer is "unquestionably first" in the Spanish market of New York City. Pepsi-Cola occupies the same en- viable place, on the national soft drink scene. (Since bottling is franchised, it's easier for regional bottlers to capitalize on a local situ- ation, such as a heavy Spanish pop- ulation.) Pepsi takes trouble with its radio and print copy. Its marketers insist on using Spanish, for both the rec- ognition-invitation factor and also because idiomatic English is ex- tremely difficult to understand. (What's the exact meaning of "Pepsi — for those who think young"?) One specialist NY agency, Quinn- Lowe, Inc., recently documented the impact of Spanish copy on (Please turn to page 54) iCARAMBA! We didn't have time to fix a fancy ad, but businessmen in San Antonio know in order to reach the 300,000 Spanish- speaking San Antonians, they must use Spanish radio. You can't sell these people unless you use Spanish radio. The majority listen to KUKA. KUKA is "primera todo el dia." To get the full story on San Antonio, call National Time Sales in New York, Harlan Oakes in California, and Barney Ochs in Atlanta, or call Alex Coe or Norman Fischer collect at CA 5-5757 in San Antonio, Texas. KUKA San Antonio 1250 KC Arthur Gordon Reps recap the lesson they've learned Station reps share much of the credit for today's healthy roster of major advertisers on Spanish-language radio/tv. How's it done? Four leading reps here sum up the lesson they've learned in selling the medium: Warren Shuman, general manager of Tele-Radio & TV Sales (a station rep or- ganization which represents The Spanish Key Market Group) told sponsor "the point is not the degree to which the Span- ish-language market speaks or understands English, but rather how this group can best be sold goods. "In today's complex ad-world," he said, "the REACH of network broadcasting and national magazines does not always mean SELL. It is difficult enough to sell English- thinking people with English copy without trying to sell Spanish-thinking people with English copy." Good programs make for good sales, says Freda Rothe, head of the self-rep firm for Spanish International TV. As the first Spanish-speaking tv outfit, SIN reports a growing list of major advertisers. SIN sales acts as rep for seven stations (5 vhf, 2 uhf) . Latins are "inveterate movie-goers," savs Rothe. "They also go all out for specific sports: bull-fighting, wrestling, jai-alai, and boxing. TV can fill these needs exactly." Richard O'Connell, exec, director, The Sombrero Network, bases this observation on 10 years in Spanish radio: "I've learned, above all, that a Latin-American, whether in the Southwest, New York, or wherever, is first and foremost A LATIN . . . and he clings to Spanish as his first language. "In our nation," O'Connell continued, "these five-million-plus Latins (similar to the French Canadians) are speaking and thinking (and mostly praving, too) in Span- ish. Smart advertisers are thusly selling to them in Spanish, knowing that any market grateful to be addressed in its own language makes for a loyal market." Arthur Gordon, vice president and gen- eral manager of National Time Sales which represents the National Spanish Language Network, has announced that a $10-million goal in national/regional billing for 1963 was set as a "realistic target" by the NSLN stations at their Dallas meeting last month. Gordon says: "Some advertisers say they can't buy Spanish because they don't have a special budget for it. We believe that it will be a sign of marketing maturity when more advertisers buy Spanish as part of the basic needs of the individual markets." ^ Warren Shuman Richard O'Connell Freda Rothe 48 SPONSOR/5 NOVEMBER 1962 BESMKrT liKEAKX Buy by the bunch. Buy 15 Spanish speaking markets ... at end rate . . . plus a 10% discount! Over 4V2 million listeners. One contract. One invoice. We translate your sales message free. Production spots available. Write for your copy of the latest Spanish market Pulse (June, '62). Contact : National Time Sales, N.Y.C. & Chicago • The Bernard I. Ochs Co., Atlanta Harlan G. Oakes, Los Angeles • Don R. Pickens Co., San Francisco representing NATIONAL SPANISH LANGUAGE NETWORK SPONSOR/5 NOVEMBER 1962 19 NADA COMO LYDIA >INKHAM ^RA SENTIRS (-inch image orlhicon camera which has been five years in development and two years in testing. The camera, capable ol reproduc- ing faithfully an expanded and con- trollable contrast range permitting increased latitude in dramatic and artistic lighting, should have far- reaching applications in the field of tv commercial production. Sales: Robeck 8c. Co.'s "Trails West" to 35 new stations, upping the mar- ket total to more than 70 . . . MCA TV's off network "Dragnet'' to eight more stations, "Bachelor Father" to three more stations, "M- Squad" to six additional markets and "Love That Bob" to three new stations . . . ABC Films' "The Life and Legend of Wyatt Earp" is sold in 110 markets to date . . . Screen Gems' latest group of 73 Columbia feature films to WSYR-TV, Syra- cuse, WAPI-TV, Birmingham, and WTPA, Harisburg. Sales on SG's first Columbia feature package of post-'48's were made to WSTV-TV, Steubenville, WRDW-TV, Augusta, and WRGP-TV, Chattanooga . . . KYW-TV, Cleveland, bought Al- lied Artists Television's 82 features for weekend and Early Show pro- graming . . . Niles Organization's "Ed Allen Time" to WPIX-TV, New York, raising total markets to 24 . . . Seven Arts' volumes four and five of "Films of the 50's" to WOC-TV, Davenport; WTVT, Tampa; KLEY-TV, Lafayette; KSHO-TV, Las Vegas, upping total sales to 30. PEOPLE ON THE MOVE: Rich- ard Restler to assistant to the vice president of Trans-Lux Tv . . . Norman Turell to president ol Walter Reade-Sterling's Screen News Digest Sales division . . . Larry Spangler to supervisor of ra- dio and tv programs lor the Niles. Communications Centers. Niles. distributes "V.d Allen Time" . . . Robert Weenolsen, for nine years. Rheingold broadcast supervisor at Foole, Cone & Belding, to Video- tape Center as an executive pro- ducer. Equipment A new transmitting beam power- tube, first of its kind to feature RCA's 'dark heater,'* has been in-, troduced for mobile communica- tions and amateur radio trans- mitters. Designated the RCA-8032, the tube may be employed as an rf power amplifier and oscillator as well as an af power amplifier and modulator in both mobile and fixed equipment. Zenith has topped the million mark on tv receiver sales for the- fourth successive year. The mark was passed this year A breakthrough in video tape com- mercial production will be dem- onstrated for advertisers and agen- cies by MGM Telestudios. The M-G-M subsidiary is install- we give the facts a thorough airing Media transactions present a risk as well as an opportunity to both buyer and seller. But the risks are considerably narrowed when all of the- facts are available through our penetrating knowledge of the ever-changing market. BLACKBURN & Company, Inc. RADIO • TV • CATV • NEWSPAPER BROKERS NEGOTIATIONS • FINANCING • APPRAISALS WASH., D. C. lames W. Blackburn lack V. Harvey Joseph M. Sitrick RCA Building FEderal 3-9270 CHICAGO H. W Cassill William B. Ryan Hub (ackson 333 N. Michigan Ave. Chicago, Illinois Financial 6-6460 ATLANTA Clifford B. Marshall Stanley Whitaker |ohn G. Williams Gerard F. Hurley 1102 Healev Bldg. I Ackson 5-1576 BEVERLY HILLS Colin M. Selph C. Bennett Larson Bank of America Bldg. 9465 Wilshire Blvd. Beverly Hills. Calif. CRestview 4-8151 SPONSOR/5 NOVEMBER 1962 75, several weeks earlier than in the past. Factory sales of transistors moved back over the 20 million mark in August, regaining strongly from the year's monthly low of 15.4 mil- lion in July. According to EIA, unit sales in August stood at 20,369,281, about a normal monthly level for 1962, with a total value of $24,128,668. In July, the vacation month for many semiconductor plants, sales were 15,434,205 units worth $19,- 176,017. Other new products: Norelco has put out a new, four-track stereo record and playback hi-fi tape re- corder, completely transistorized and featuring the new fourth speed of 15/16 inches per second for up to 32 hours of recording on a standard seven-inch reel. Campaign: North American Philips (Sam Groden Agency) will pro- mote its new Norelco Continental 100 Miniaturized tape recorder via a one-hour weekly all jazz fm sta- tion, KNOB, Los Angeles. The Lively WHBF radio • fm • t&l&vtmlon station will bring back the pro- gram "Jazz, Rare but Well Done" to be aired Sundays, 9-10 p.m. Fea- turing jazz collectors items, the show is designed for audience tap- ing off the air. Campaign is for 13 weeks. PEOPLE ON THE MOVE: Mark Edwin Richardson II, formerly a trial attorney with the FTC, to the EIA staff as assistant general coun- sel. Public Service Three stations in Philadelphia con- ceived a sort of "progressive" show, take-off on the popular progressive dinner idea, to promote the United Fund campaign kickoff. The stations, WFIL-TV, WRCV- TV, and WCAU-TV, joined forces to present a 90-minute special, seen on one station at a time in con- tinuous half-hour segments. More than 30 area broadcast per- sonalities participated in the pro- gram and viewers were invited to change channels each half-hour to follow the show. Public service in action: • WGN, in cooperation with the Chicago Police department, has added a new dimension to its safety coverage— a direct radio communi- cation link-up between the station's trafficopter and Chicago's new police communication center. • Thirty members of the staff of WTVN-TV, Columbus, will each be donating 50 cents per month, starting this month, total- ing $15 monthly, enough to adopt a small foreign child through the Foster Parent Plan. • WRC, in cooperation with Washington, D. C. Department of Motor Vehicles, is conducting a traffic safety contest and urging its listeners to Sound Off For Safety by sending in a traffic safety slogan of 15 words or less. Prize each week: a set of seat belts. • KFRC personalities broadcast for 11 hours from the window of Emporium's department store in the heart of downtown San Fran- cisco on 22 October on behalf of the United Crusade. Remote re- sulted in the pledge of $350,000. Off the press: A 54-page documen- 76 tary Year Book dramatizing in art and text the public service ren- dered has been published by KRLA, Los Angeles. Kudos: The first annual Radio and TV News Award of the San Fran- cisco Press and Union League Club went to KSFO for "Bel Air Fire . . . Can It Happen Here?" . . . The American Cancer Society has awarded a Citation of Merit to Westinghouse Broadcasting and John Kulamer, public affair's di- rector of KDKA, Pittsburgh, in honor of "service to the cause of cancer control" . . . WHN, New York, has been granted an award for outstanding public service pro- graming in the first Equitable Sav- ings and Loan Assn. Journalistic Achievement contest . . . The 1962 Pitluk Award for Outstanding Community Service prize in a state- wide competition sponsored by the Texas Assn. of Broadcasters, went to WOAI-TV, San Antonio . . . The Easter Seal Society Merit Award was presented to general manager Frankin C. Snyder and WTAE, Pittsburgh, by the Alle- gheny County Society for Crippled Children and Adults . . . WWJ newsman Dwayne Riley received a Cultural Channels Award from the Detroit Junior Board of Com- merce for "general excellence of broadcast documentaries" . . . Ward L. Quail, executive vice president and general manager of WGN, Inc., got the first Kiwanis citizen responsibility citation for his work in developing the good practices code of the NAB and upgrading of the broadcast indus- try . . . The American Cancer So- ciety presented a special citation to CBS TV's "Armstrong Circle I Theater." PEOPLE ON THE MOVE: Theo- dore C. Streibert, the first director of the USIA and more recently vice president and general manager of Time Inc. tv and radio stations in Minneapolis-St. Paul, has been appointed president of Radio Free Europe Fund (Crusade for Free- dom), filling the vacancy created by the resignation of Colonel Les- lie R. Shope . . . Mike O'Neil to public affairs director of WGBS, Miami, succeeding Ken Maiden who moves to promotion mgr. ^ SPONSOR/5 November 1962 WANTED TO PURCHASE Supplies and equipment of every type for commercial fishing by prominent firm of ship chandlers. Genoa, Italy (One of thousands of typical export opportunities for American businessmen) The world is your market place. From South America to South Asia there's an immediate need for furniture, construction equip- ment, appliances, aluminum. The list is endless and so are the business opportunities. To help U.S. businessmen take advantage of these opportuni- ties, the U.S. Department of Commerce sponsors specialized Trade Missions to countries throughout the Free World. Each Mission is composed of specialists in particular industries who volunteer to carry abroad hundreds of specific business pro- posals from American manufacturers to their opposite numbers overseas. One Result: A Trade Mission recently helped a Chi- BUILD YOUR BUSINESS BY cago manufacturer fill an order to ship a million dollars' worth of goods. The United States Department of Commerce can help stimu- late export trade in many other ways: It can help you find agents abroad, survey your best markets, and exhibit your products at International Trade Fairs and Trade Centers. To find out more about how to get your share of profits in growing world markets, contact the U.S. Department of Com- merce—field offices in 35 major cities. Or write: Secre- ifSSfl^ tary Luther H. Hodges, U.S. Department of Commerce, . ^ Washington 25, D. C. You'll get a prompt reply. BUILDING AMERICA'S EXPORTS '•«77.»* Published as a public service in cooperation with The Advertising Council and the United States Department of Commerce. SPONSOR/5 NOVEMBER 1962 77 'SELLER'S VIEWPOINT By JOHN 0. DOWNY V.p. and general manager WCAU, Philadelphia The numbers game is a poor yardstick H low to succeed in the radio busi- ness without really vying? It's impossible. Yet, some stations take the easy way, ignore their strengths, and become conformists to a par- ticular fad that may enjoy brief popularity. Radio today, if it is to be vital, meaningful, and of value to the community, must specialize and meet the needs of its particular community. No one type of music program, no inflexible format or "hop on the current fad" band- wagon can satisfy differing audi- ence tastes for long. Surely, this month pop tunes will "get the ratings." Next month (or year) perhaps Viennese waltzes or South American sambas or tangos may hold sway (no pun intended) . But no station can fulfill its true functions if it seeks for the short- range fad, the short-range dollar. Timebuyers (and account execu- tives) today are, I think, steering away from the purchase of "just ratings." It is less important to them as to who is first in any par- ticular rating book. Whom do you reach? And, even more important, whom do you sell? The numbers game without regard to qualitative information is a poor yardstick. Supposedly the so-called super- salesman sells refrigerators to Eski- mos and antifreeze to equatorial inhabitants. But you are a much better salesman, and your sales growth potential is greater, if you concentrate on selling refrigerators to the mass market, i.e., newlyweds, new home-owners, people with growing families, replacement sales. So it matters not how many you reach. The important point is: who are they? What income group are they in? Do they travel at vacation time? Plane, bus, train? Do they read? Do they have credit cards? What kind of appliances do they own? How many cars do they own? How old are they? To do an ef- fective selling job, agency people cannot count by the numbers; for they are not selling to ciphers, but instead are reaching human beings with tastes as varying and as wide as the world itself. We've been in first place for long periods of time. We have also been in second and third place for some periods. The position we've been in and the length of time we've been "first" depended, of course, on what survey you read. Of more importance to us is our obligation to run a station that is sincerely in- John O. Downy, recently appointed . vice president and general manager of WCAU, moved up from program director of WCAU -TV , a position which he held since May 1960. He bcga?i his broadcast career as a ra- dio announcer and free-lance tv producer. As a faculty member of Hillycr College at the University of Hartford, he organized and con- ducted the school's first college-ac- credited tv course. terested in its community. We are not unduly concerned if on occasion our top personalities are not first in a particular survey. With our "opinionated but lov- able" Bob Menefee, Talk of Phila- delphia's Ed Harvey, thought-pro- voking news reporters like George Lord, John Facenda and Taylor Grant plus network news, we know we're informing, entertaining, and enlightening our area with the best programs for its needs. We are more disappointed when the phone calls, telegrams, and let- ters do not come in— be they pro or con. We are concerned, too, when on-the-street comments either of a complimentary nature or a critical one are not heard. Criti- cisms or compliments mean a lis- tener awareness— it shows they care; it shows they're listening. It is very rare indeed when one can program to satisfy the tastes of the entire public. The public of today has many attitudes, many voices, multifold desires. We at- tempt, during the course of our weekly programing, to satisfy the needs of both minorities and ma- jorities. However, our primary aim is to serve these people who not only possess buying power but who are also decision-makers when im- portant issues are to be decided on local and state levels. WCAU, like the other CBS- o&o stations, is vitally concerned with issues important to our com- munities. Unlike many newspapers who don't take a stand on anything important for fear of offending readers, WCAU continuously edi- 1 torializes in the public interest and gives equal time to opposing view- points. Station management is al- 1 so active in community affairs, civic, | and charitable organizations. In this way, too, we are able to keep our programing up to date, and have it better serve our area. There's no trick in being faddish, j WTe could easily adopt a short range view and make the quick profit. We prefer to take the long range view and eventually the profits will take care of themselves. For mak-> ing the station a vital part of the community goes hand in hand in j making the station a profit-making one, not only for its own sake, but S for the gain of the advertiser. ^ 78 SPONSOR/5 November 19621 SPOT-SCOPE Significant news, trends, buys in national spot tv and radio One major market breakthrough for radio involves a heavy and long- playing campaign launched this week by A. E. Staley (Maxon). Action for the account's Blue Rain Drops is scheduled to run through 20 September 1963, on an alternate week basis, on some 49 stations in 35 markets. Schedules call for six minutes per week on each station with heavy concentration during the latter part of the week. The buyer: A! Yagley, For details of last week's spot activity see items below. SPOT TV BUYS Parker Pen bought nighttime minutes in approximately 40 markets for its annual Christmas push. The eight-week run began 29 October, using 100 GRP per week. Agency: Leo Burnett. Buyer: Mary Lou Ruxton. Paper Mate Pen is also gearing up for its annual Christmas push. Tradi- tionally a two-week campaign, Paper Mate is reportedly going for four this year, in major markets. The agency is Foote, Cone & Belding. Pat Chambers, buyer. Alka Seltzer is heavying up schedules for its annual four-week holiday saturation campaign which kicks off on 26 November. The buying is being done out of Wade. Kitchens of Sara Lee is buying spots for a two-week campaign on behalf of its coffee cake. Schedules will run the weeks of 2 and 9 December. The agency: Hill, Rogers, Mason & Scott. Marian Manzer is doing the buying. Brown Shoe will kick off on 19 November with three to five spots per week in children's shows. Schedules will continue for eight weeks. The buy is out of Leo Burnett and John Kacmarek is the contact. Brown & Williamson is beefing up its test for Coronet, increasing to nine spots a week on new schedules in some markets. The account is handled out of Compton. Borden is planning a long-term campaign for its Drake cakes. The account is seeking half-hour kids' shows and daytime minutes for schedules to start in January and continue for 39 weeks. Agency is Young & Rubicam and Santo Critelli is doing the buying on this. Bourjois is lining up fringe minutes for its holiday promotion. Campaign will center on Bourjois Christmas Gift Sets and will kick off 3 Decem- ber for three weeks. Agency: Gumbinner. Buyer. Anita Wasserman. Clairol will launch a campaign next week for its Vitapoint. Schedules are set for six weeks, using prime chainbreaks. The buy is out of Doyle Dane Bernbach. Buyer: Maria Luisa. THE EARS of 107,955* NORTHWESTERN OHIO FAMILIES USE Radio • Toledo *Average weekly cumulative au- dience for a schedule of 10 an- nouncements on WSPD Radio. The right combination of circula- tion and persuasion. Get com- plete details from your Katz man. •Jan. -Feb., 1962 Pulse WSPD RADIO TOLEDO A STORER STATION National Sales Office 118 E. 57th St., N.Y. 22 SPONSOR/5 NOVEMBER 1962 79 'SPONSOR President and Publisher Norman R. Glenn Executive Vice President Bernard Piatt Secretary-Treasurer Elaine Couper Glenn EDITORIAL DEPARTMENT Editor John E. McMillin News Editor Ben Bodec Managing Editor Mary Lou Ponsell Senior Editor Jo Ranson Chicago Manager Gwen Smart Assistant News Editor Heyward Ehrlich Associate Editors Mrs. Ruth S. Frank Jane Pollak William J. McCuttie Barbara Love Art Editor Maury Kurtz Production Editor Mrs. Lenore Roland Editorial Research Cathy Spencer Special Projects Editor David Wisely ADVERTISING General Sales Manager Willard L. Dougherty Southern Sales Manager Herbert M. Martin, Jr. Western Manager John E. Pearson Northeast Sales Manager Edward J. Connor Production Manager Leonice K. Mertz Sales Service Secretary Bette Solomon CIRCULATION Manager Jack Rayman John J. Kelly Mrs. Lydia Martinez Sandra Abramowitz Mrs. Lillian Berkof ADMINISTRATIVE Business Manager C. H. Barrie Assistant to the Publisher Charles Nash Accounting Mrs. Syd Guttman Reader Service Dorothy Van Leuven General Services George Becker Madeline Camarda Michael Crocco Rose Alexander Staff 'SPOT-SCOPE Continued U. S. Tobacco has set a heavy push for Ski Cigarettes. The campaign kicks oft on 12 November, with schedules running for three weeks. Time seg- ments: nighttime chainbreaks and l.D.'s. Agency: Donahue & Coe. Buyer: Pete Schulte. Lehn & Fink is buying for its Tussy Cosmetics. The search is for night- lime minutes, fringe time, and chainbreaks to start 3 December and continue for two weeks, a Christmas campaign. Agency: Young & Rubi- cam. Buyer: Genevieve Hurley. Thomas J. Lipton is looking for minutes, both fringe and prime, to pro- mote its soups. Schedules woidd start 1 January and continue until 15 December. Agency: Young & Rubicam. Buyer: Stan Federman. J. H. Filbert starts today, 5 November, with a four-week campaign on be- half of Mrs. Filbert's Margarine. Time segments: nighttime chainbreaks and daytime minutes. Agency: Young Sc Rubicam. Buyer: Gene Camoosa. SPOT RADIO BUYS General Motors Buick Division is supplementing its network action with j saturation schedules during two single week nights this month. Some 200! stations in 82 markets are involved in the buy. Activity dates: 5 Novem-J ber and 19 November. Minutes, 30's and 20's will be used. Agency:' McCann-Erickson, Detroit. Buyer: Judy Anderson. Parker Bros, is lining up traffic and housewife minutes in some 50 mar-J| kets in a holiday shopping campaign for its games. Five different items will be promoted during the campaign which is set to break 19 Novem-N ber, simultaneously with its network tv push. Multi-stations in the ma-l jority of the markets will carry the games messages. The agency is Badger & Browning R: Parcher. Frank Browning, Jr. is doing the buying. Campbell has issued an availability call for minutes and 30's in prepara-l tion of an eight-weeks campaign for its heat processed soups. Multi-sta-l tions in the Northern states will carry the action. Starting date is 10 December. BBDO is the agency and Dave Persons is doing the buying. General Electric has lined up a four-week push for its flash bulbs sched- uled to break 19 November. The activity will be carried in approximately 20 to 30 markets. Time segments: minutes. Agency: Grey, New York.' The buyer: Joel Segall. Ocean Spray Cranberries is requesting minute avails in traffic and house- wife times for a 10-12 weeks campaign to promote its juice cocktail. Starting date for the campaign is 12 November. John Curran and Ethel Melcher are doing the buying out of McCann-Erickson, New York. 80 SPONSOR/5 NOVEMBER 1962 RCA CARTRIDGE TAPE SYSTEM Automatically Triggers Playback Units, Tape Recorders, Turntables, and Other Devices Here's a unique built-in feature! The Recording Amplifier of the RT-7 B Car- tridge Tape System generates two kinds of cue signals. One is used to automati- cally cue up each tape, at the beginning of a program, the same as in ordinary units. The other signal, a special Trip- Cue, can be placed anywhere on the tape. This will cause the playback unit to trip and start other station equipments. You can preset two, or a dozen or more RCA tape units, to play sequen- tially. You can play back a series of spots or musical selections, activate tape recorders, turntables, or other devices capable of being remotely started. (In TV use Trip-Cue is ideal for slide com- mercials. Tape announcements can be cued to advance the slide projector. ) You'll like the RT-7B's automatic, silent operation, its compactness, high styling, perfect reproduction. Cartridge is selected, placed in playback unit, for- gotten until "air" time, then instantly played. Cueing and threading are elimi- nated. Cue fluffs are a thing of the past! Transistor circuitry, good regulation for precise timing, low power consump- tion, are among other valuable features. See your RCA Broadcast Representative for the complete story. Or write RCA Broadcast and Television Equipment, Dept. 0-264 Building 15-5, Camden, N.J. THE MOST TRUSTED NAME IN ELECTRONICS offers the newest and most effective media approach to the lush and tempting Southwest Spanish-speaking markets. SIN (Spanish International Network) is made up of 7 full-time Spanish language TV stations programming the best from Latin America. Spanish international Network provides you with the most convincing way to sell in a ter ritory where Spanish has been a first language since the early 16th Century AM KMEX-TV Los Angeles KWEX-TV San Antonio XEJ-TV El Paso-Ciudad Juarez XHFA-TV Nogales XHBC-TV o-Mexicali XEWT-TV San XEFE-TV Laredo. ntact: anish International Network Sales, 7 Park Avenue, New York, New York Telephone OXford 7-0585 SPAN I NETWORK HOW A MARKET PROFILE IS BORN P. 27 SPONSOR THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE JJ^^SIJ and radio p. 37 12 NOVEMBER 1962— 40c a copy / $8 a year NBC &RY RADIO moves going America New cars to sell by the millions to millions of Radio listeners on the move. Only Spot Radio lets you talk to them on the road, anywhere, anytime. Spot Radio on these great stations will sell them your product. Radio Division Edward Petry & Co., Inc. The Original Station Representative KOB WSB WGR WGN WDOK WFAA KBTR KDAL KPRC WDAF KARK KLAC WINZ KSTP Albuquerque Atlanta Buffalo Chicago Cleveland DallasFt. Worth Denver Duluth-Superior Houston Kansas City Little Rock Los Angeles Miami Minneapolis-St. Paul WTAR Norfolk-Newport News KFAB Omaha KPOJ Portland WRNL Richmond WROC Rochester KCRA Sacramento KALL Salt Lake City WOAI San Antonio KFMB San Diego KYA San Francisco KMA Shenandoah KREM Spokane WGTO Tampa-Lakeland-Orlando KVOO Tulsa Intermountain Network NEW YORK • CHICAGO • ATLANTA • BOSTON . DALLAS • DETROIT • LOS ANGELES • SAN FRANCISCO • ST. LOUIS N THE INDIANAPOLIS MARKET The Richard Elliotts, "Typical WXLW Family," shop for holiday finery. . . . DELIVERS YOUR SALES MESSAGE "ON TARGET" TO AN ADULT AUDIENCE whose needs and buying habits are known in advance! There's no guess-work about it . . . your message is more effective on WXLW! In this booming market we are the first radio station to "profile" its audience. Creative research in-person interviews * reveal how our listeners live . . . what they eat . . . what they wear . . . what they're going to buy! With an annual income approximately 30% greater than the average city, county or state resident . . . the WXLW audience is your best SALES TARGET in the Indianapolis market. To reach and influence this above average adult listening audience . . . who control 22.9% of the Total Apparel Dollars spent in Indiana! — buy WXLW in Indianapolis. f (1960 U.S. CENSUS REPORT) »• 5000 Watts 950 Kilocycles Indianapolis, Indiana :% *Ar.Lr .,*..- d~l j. c ii t »4.u~ j. : / m/v/ \ai * ;/.," nr„s;in/ Ou)i tkafltkA to- PROCTER & GAMBLE .-■■■- wm and their advertising agency, Dancer-Fitzgerald-Sample, Inc. for selecting WJIM-TV to introduce £3*3 HH MASSAGE -TOR r~y as ■'■■■-•' ^,v »P ■'■■■ ■•■.'■ ■''■:' v . rel^Sf FOREMEN to outstate Michigan &m m ■ Sfcsi Bra Pi m LANSING FLINT JACKSON SPONSOR/ 12 NOVEMBER 1962 HOOPER CLOCKS DES MOINES' HOT RATING RACE! KSO ADDS 50% MORE AUDIENCE IN 6 MONTHS!' No longer is Des Moines' radio domi- nance a one-station affair. KSO is moving up and alongside traditional leader Station 'R'. Unique program- ming vigor has made KSO an all- audience favorite. And our hold-the- line rate card makes KSO the leader by far in advertising cost efficiency. Get on the KSO bandwagon and clock your own sales spurt in this major market! *Computed from Hooper Share of Audience, Mon. thru Fri., 7 a.m. to 6 p.m. — Aug. -Sept. '62 vs. Feb.- March '62. DES MOINES and CENTRAL IOWA LARRY BENTSON FRANK McCIVERN JOE FLOYD President Gen. Mgr. Vice-Pres. Represented by H-R l'''J/»Wfl — Midcontinent Broadcasting Group KSO radio Des Moines; KELO-LAND'tv and radio Sioux Falls, S. D.; WLOL/am, fm Minneapolis- St. Paul; WKOW/am and tv Madison, Wis. 'SPONSOR 12 NOVEMBER 1962 Vol. 16 No. 46 SPONSOR-WEEK / News p. 11 Top of the news p. 12, 14 / Agencies p. 59 / Advertisers p. 58 / Associations p. 60 / Tv Stations p. 60 / Radio Stations p. 61 / Net- works p. 62 / Representatives p. 62 / Film p. 63 / Station Trans- actions p. 64 / Public Service p. 64 SPONSOR-SCOPE / Behind the news P. 19 SPONSOR BACKSTAGE / Hillbilly show P. 17 KEY STORIES WHAT IS A MARKET PROFILE? / Review of what is meant by market profiles, how advertisers use them to determine media choice, where to find data for them. p_ 27 COMMUNICATORS HAVE PEN, WILL TRAVEL / Advertising executives and broadcasters are busy penning books. The 1962-63 season may be a record literary year for the industry. p_ 3Q HOW TV TAPE BUILDS LOCAL REVENUE / What the miracle of videotape means to local tv stations, many of whom now sell camera- shy clients via videotape presentations. p_ 32 PRIVATE VERSUS NATIONAL BRANDS / Compton's Cummings warns ANA of "Battle of the Systems" resulting in harm to ad revenues if private brands usurp role of national labels. p. 33 THE REPS COME UP WITH A BROTHER ACT / Not to be outdone by a pair of sibling timebuyers, the reps prove that brother acts, like that of Vic and Claude Piano, work well for them also. p. 34 HOW FLA. CITRUS ADAPTS TV TO NATURE / Florida Citrus Com- mission campaigns change sharply with crop yield. When tv commit- ments are difficult, networks prove "understanding." p# 35 DRUGS: WHY SPOT RADIO CAN HELP / Distribution changes, growth of Rx drugs continue to change the face of the d&t industry. Eastman & Co. shows advantages of spot radio in the competition. p# 37 SPOT SCOPE / Developments in tv /radio spot P. 67 TIMEBUYER'S CORNER / Inside the agencies P. 42 WASHINGTON WEEK / FCC, FTC and Congress P. 55 SPONSOR HEARS / Trade trends and talk P. 56 DEPARTMENTS 555 Fifth p. 6 / 4-Week Calendar p. 6 / Radio/Tv Newsmakers p. 63 / Seller's Viewpoint p. 66 SPONSOR PUBLICATIONS INC. Combined with TV ®, U. S. Radio ®. TJ.S.FM . x' « » » Executive. Editorial. Circulation, and Advertising Offices: 555 Fifth Ave., New York 17. 212 MUrray ^T. Hill 7-8080. Midwest Office: 612 N. Michigan Ave., Chicago 11, 312-664-1166. Southern Office: 3617 "Eighth Ave. So.. Birmingham 5. 205-332-6528. Western Office: 601 California Ave., San Francisco • IT/, 8, 415 TU 1-8913. Los Angeles phone 213-464-8089. Printing Office: 3110 Elm Ave., Baltimore v° 11. Md. Subscriptions: U. & $8 a year. Canada $9 a year. Other countries $11 a year. Single • lO copies 40c Printed U.S.A. Published weekly. Second class postage paid at Baltimore, Md. © 1962 SPONSOR Publications Inn. SPONSOR/ 1 2 November 1962 Why W JAR -TV boug Volumes 1, 2, 3, 4 and 5 of Seven Arts' "Films of the 50's" President and General Manager, WJAR-TV Providence, R. I. "There is no question about it, we think Seven Arts' 'Films of the 50's' are the best films available. We purchased Volume 1 to get leadership in the market, and when Volumes 2 and 3 became available we bought them because we knew they would help us continue to maintain our position as the top television station in Rhode Island. We have just recently added Volumes 4 and 5 of Seven Arts' 'Films of the 50's' to our library, assuring us of dominance in this market for a long time to come. krJi];Wii;kf'l:lJI' and the way to get numbers is to run the best films. Seven Arts' 'Films of the 50's' have always done very well for us rating wise, and as for sponsors . . . they're happy, and have been for some time." SEVEN ARTS ASSOCIATED CORP. A SUBSIDIARY OF SEVEN ARTS PRODUCTIONS. LTD. NEW YORK: 270 Park Avenue YUkon 6-1717 CHICAGO: 8922-D N. La Crosse (P.O. Box 613), Skokie, III ORchard 4-5105 DALLAS: 5641 Charleston Drive. ADams 9-2855 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 of the 50's" see Third Cover SRDS (Spot TV Rates and Data) Individual feature prices upon request. '555/ FIFTH Letters to the Editor ADMAN'S SELF-APPRAISAL I greatly enjoyed the 22 October Commercial Commentary. It is a wonderful and penetrating apprais- al of what goes on in an advertis- ing man's mind and heart— from his early years right on up through maturity. In all of the AAAA, ANA, and AFA discussions on the subject, no truer words have been spoken than yours: "Our real image problem is within ourselves, not the outside world," and "What most of us need is a more meaningful and personal philosophy about our work." Congratulations on this percep- tive analysis of the advertising man's self-appraisal problem.— ROB- ERT L. HUTTON, JR., v.p., Petry & Co., New York. RADIO AIDS INSURANCE I enjoyed the article "Insurance: Why Radio Can Help" in your 1 October issue. Please send me six reprints at your earliest convenience.— JOHN W. UPHAM, assistant manager, KTNT (AM & FM), Tacoma, Wash. I am a senior in advertising in the School of Journalism at the Uni- versity of Kansas. I am currently enrolled in a class which is study- ing advertising campaigns. Our project for the semester is to plan an advertising campaign for an insurance company. Because of this project my atten- tion was drawn to the article, "In- surance: Why Radio Can Help," in the 1 October issue of sponsor. This article contains much infor- mation that would be of invaluable aid to the class in the planning of the campaign. However, since we do not all have a copy of the maga- zine, I am writing to inquire if re- prints are available— CHARLES MARTI- NACHE, Lawrence, Kan. • For single copies, the cost is 45 cents per reprint. Prices for larger quantities upon re- quest. NAFMB-MAGNAVOX CONTRACT Your "to-the-point" reporting of the NAFMB - Magnavox Corpora- tion arrangement in the article "Magnavox Puts $150,000 in Fm" (29 October) , is very much ap- preciated. The NAFMB has gone to great lengths to indicate this is not rate cutting. The donated spots would be a part (in a sense) of the membership dues structure. I'm very happy to report to you that non-member fm stations are joining NAFMB now that addi- ..iii^LjiirHLiriiirjii;!!, j.ji i,,iuii,iiiiii. ii >!ii :;i ,ii: r ,;i ^4-WEEK CAi IAR Ilili NOVEMBER American Assn. of Advertising Agencies eastern annual conference: Ameri- cana Hotel, New York, 13-14. National Assn. of Broadcasters fall con- ferences: Muehlebach Hotel, Kansas City, Mo., 12-13; Brown Palace Ho- tel, Denver, 15-16; Sheraton-Portland Hotel, Portland, Ore., 19-20. Illinois Broadcasters Assn. fall meeting: Sheraton Chicago Hotel, Chicago, 12-13. Electronic Industries Assn. fall radio meeting: King Edward Hotel, To- ronto, Ont., 12-14. Two sessions on radio and tv receivers are scheduled, both on 14 Nov. Television Bureau of Advertising annual meeting: Waldorf Astoria Hotel, New York, 14-16. Ill Detroit Station Representative Assn. luncheon meeting: Sheraton -Cleve- land Hotel, Cleveland, O., 20. Guest speaker: Commissioner Robert E. Lee of the FCC. Advertising Research Foundation mid- western conference: Ambassador West g Hotel, Chicago, 29. Theme of con- ference: "The Ideas Behind Agency Computers." Advertising Federation of America board meeting: Poor Richard Club, Phila- delphia, 30; eighth district meeting: Red Carpet Inn, Milwaukee, 30-2 December. DECEMBER NBC Radio and Tv Affiliates meeting: Americana Hotel, New York, 4-5. ..ill:,:!! :l' :i, iMi ,,l. :i|, .llhll! ||. il. ,,;, ,1 I: ,l|:,llir,i|lll!illl,i tional concrete evidence of fm pro- motion can be of aid to all of us. The faith of Magnavox and Kenyon & Eckhartlt in fm certainly gives credence to what those of us in the industry have felt for sev- eral years: the medium of the fu- ture-today.—WILL COLLIER BAIRD, JR., secretary, National Assn. of FM Broadcasters, Washington, D. C. NO SINGING COMMERCIALS During World War II, there ap- peared atop an apartment build- ing on East Jefferson Avenue here in Detroit, an illuminated sign, "WW J . . . No Singing Commer- cials," an indication that at that time singing commercials were quite odious. We wrote recently to Mr. James Schiavone, general manager of the Detroit News stations here in De- troit, voicing our opinions about singing commercials. We enjoy the programs, but cannot take these singing commercials. What we'd like to know is: what is there about singing commercials that makes the sponsor think they are so much more effective than the plain spoken word? Is it not just as effective on the average viewer or listener to tell them in good English about the qualities of the product, as it is to tell them in squealing loud, scream- ing, discordant singing jingles? This is one of the things that baffles us about modern living. We have nothing but scorn for those who sigh for the good old days, and we marvel at the luxuries of mod- ern living . . . television included. However, these singing commer- cials are something that we have not as yet learned to live with. Mr. Schiavone seems to think that maybe you could tell us. After all, the stations are merely the me- dia, and send out whatever is given to them by the advertisers' agencies. Some of these commercials are an insult to our intelligence, and make us think pretty low of the prod- ucts; there must be others like us. Could you tell us what the think- ing is in the industry?— CORNELIUS J. HUYSKEN, Complete Insurance Service, Detroit. • SPONSOR has written an afnswer to Mr. Huysken, but perhaps others in the business would like to write him, too. SPONSOR/ 12 November 1962 Hey! We've changed our name to KNBC! DON'T SHOUT. Psssst! We've changed our name. KRCA/4 Los Angeles is now KNBC/4 Los Angeles. And we've moved to more modern television facilities in the NBC studios here. Of course, our transmitter stays exactly where it is. And we'll continue to provide the same strong coverage in the ever-growing Los Angeles area. We wouldn't have it any other way. Come to think of it, neither would our viewers. LOS ANGELES SPONSOR/ 12 November 1962 f* jfcu jftj HOW Itfl£lHM|^# Until now, this was a basic question ■ Wlinlll ■ forced upon advertisers planning and CIIIAIIAIIIIC attempting to evaluate jHiimpilli J a network radio cam- WkgM Jl WMWm paign a scope of a network radio i|f|#%lml audience... Anv Network Radio Audience! A MAN? 4 The vast consumer reach of automobile radio and oi transistor radio had to be utilized as an undeter- mined plus {'actor to radio in the home, as it was used over a decade and a half ago • 11 MILLION PEOPLE (not houses) drive to work regularly and there are nearly 47 MILLION CAR RADIOS in the country today.* It is readily admitted that noteworthy numbers of transistorized radio sets are listened to daily in and out of the home in every community coast to coast.* Yet the answers to questions vital to planned, creative advertising as: WHO is lis- tening? HOW' MANY are listening? WHEN do they listen? WHERE do they listen? WHAT do they hear?-these answers have, until now', remained conspicuous by their absence! NOW, ABC RADIO has inaugurated a reliable RADIO ACTIVITY SERVICE through SINDLINGER & COMPANY, INC., that will provide these answers for ALL NETWORK RADIO program- ming regardless of where or when it is listened to and regard- less of the size or type of the radio unit. THE RADIO ACTIVITY SERVICE is founded on a national consumer sample of at least 24 THOUSAND PEOPLE every month. A different national sample is taken every day, seven days a week in 187 representative markets, 287 A through E and rural counties. • REPORTS WILL BE PUBLISHED MONTHLY and will reflect total listening in terms of people of all radio programming. • MALE AND FEMALE LISTENERS over the age of 18 will be reflected separately and in total for the entire country and by geographic region — East, Middle West, West, South.* THE PER CENT OF TOTAL POPULATION over 18 years of age listening to any program will be shown in each report. • BUYING PLANS AND PRODUCT USE of ABC Radio and other network audiences will be available on special order. THE SINDLINGER TELEPHONE INTERVIEWING METHOD has been carefully developed over the past eleven years. Its reliability for accuracy has been repeatedly proven to some of the country's leading business concerns who have utilized its results: CHRYSLER CORPORATION . FORD MOTOR COMPANY WESTINGHOUSE ELECTRIC CORPORATION « E.I. DUPONT DE NEMOURS COMPANY .CAMPBELL-EWALD COMPANY . CHASE MANHATTAN BANK FEDERAL RESERVE BOARD .FORTUNE MAGAZINE GENERAL ELECTRIC COMPANY . SCOTT PAPER COMPANY . NEW YORK STOCK EXCHANGE m IRVING TRUST COMPANY . U.S. STEEL CORPORATION • GENERAL MOTORS CORPORATION , NATIONAL INDUSTRIAL BOARD . THE FIRST RADIO ACTIVITY SERVICE REPORTS are avail- able now through ABC Radio. Additional information, general or technical, will be supplied in full upon request. • It is the sincere belief of this network that the radio branch of the broad- casting industry is a powerful and effective selling force for American manufacturers. It is also our belief these manufac- turers and their advertising agencies must have available to mem regular and reliable information upon which to determine realistically the truly vast reach of Network Radio Today. • THE SINDLINGER RADIO ACTIVITY SERVICE has been inaugurated by ABC Radio to provide this information so that advertisers can fully utilize this medium's abil- ity to sell th(> in i 1 lions of heretofore uncounted con- sumers it reaches every day. one is outstanding gmaw OXKlto THERE IS ALWAYS A LEADER, and WGAL-TV in its coverage area is pre-eminent. This Channel 8 station reaches not one community, but hundreds— including four important metropolitan markets. Channel 8 delivers the greatest share of audience throughout its wide coverage area. For effective sales results, buy WGAL-TV— the one station that is outstanding. WGAL-TV ! Ckcuutd £ 1 A Lancaster, Pa. Representative: The MEEKER Company, Inc. New York 10 NBC and CBS STEINMAN STATION Clair McCollough, Pres. Chicago • Los Angeles - San Francisco SPONSOR/ 12 November 1962 'SPONSOR-WEEK Top of the news in tv/radio advertising 12 November 1962 P&G CANCELS BUFFALO AFTER NETWORK TV RATE HIKE In an unprecedented action Procter & Gamble last Thursday afternoon in- structed its agencies to cancel all tv network commitments involving the Buf- falo market. It was in reprisal to the networks' raising their Buffalo rales In 25-30%. The paradox of the procedure: Most of the money conserved from the network cancellation will be accorded to spot buys in the same market, since the stations did not broadly elect to hike their spot rales. The chastizing of the networks followed a P&G protest and request that they try to induce the stations to return to the status quo. CBS TV, in particular, is said to have retorted: stations don't tell us what the rate should be; we tell them. P&G's basic reason for taking its drastic stand: budgets on each brand are set a year in advance and if the company went along with substantial rate hikes by the networks the brands would find themselves overspent. Affected by the pull- out, effective at the end of this quarter, are such nighttime programs as Car 54, Rifleman, Ben Casey, Wagon Train. Dick Van Dyke, and I'm Dickens — He's Fenster. (For background, see Sponsor-Scope, page 20. and 22 October Sponsor Scope, page. 19.) MAXON TO ACQUIRE ADAMS & KEYES Adams & Keyes will become par of the Maxon agency effective 1 January. Maxon will acquire about $5 m llion of additional billings, including such major accounts as Revere Coppe \ Stouffer Chemical, and Allegheny Power. However, Roxbury Carpet will n t go to Maxon. which already has Mohasco's Mohawk Carpets. Key personnel who are part of the move include the follow- ing: Stan Keyes, Jr., who'll be a s mior v. p., Alfred Anthony and John Lawton, both to be Maxon v.p.'s. and also Troy Ferguson and Thomas Gullette. Inci- dentally, C. Terence Clyne, who joined Maxon earlier this year, has been elected executive v. p. $1 MIL. FOR BUFF ERIN, EXCEDRIN ON NBC TV Bristol-Myers (Y&R) will spend SI million during the first quarter for Bufferin and Excedrin on NBC TV. In the budget for the fourth quarter ol 19(52 Bufferin had 65 announcements and Excedrin had 40. SINDLINGER FIGURES TRIPLE NETWORK RADIO SIZE Although the first official Sindlinger report isn't in yet at ABC Radio, the network is showing some of the facts and figures the new service has reported. In effect, gains of 200% more are shown in drive time of an audience not measured by in-home machines, and not projected by other services. The three-fold ratings apply to all the networks, not just ABC Sindlinger. in fact, shows CBS Radio at the top and Mutual trailing with ABC Radio and NBC Radio contending for second place. Although the facts given apply to net- works, the conclusions will affect all radio. SPONSOR 12 NOVEMBER 1962 II 'SPONSOR-WEEK Top of the news in tv/radio advertising (continued) ABC TV REPORTS $5 MIL. SALES WEEK A total of $5.5 million in new business was reported by ABC TV for the sales week ending 2 November. Most of it is for the first quarter. Nighttime buyers include Metrecal, Jergens, Clairol. Brown & Williamson, and U. S. Rubber. On the new daytime sales roster are Minute Maid. Sunshine Biscuits. R. T. French, and Metrecal again. 80% WATCHED ELECTION COVERAGE ON TV NETWORKS Arbitron reports are that an average of 80% of U. S. tv homes watched elec- tion coverage last week on the three networks from 7 to 1 1 p.m. The three- network competition was won by NBC TV with a 21.5 average rating, fol- lowed by CBS with 15.6 and ABC with 7.3. Of those watching the returns on the networks, 48$ followed NBC, 35% watched CBS and 17' , saw ABC, according to the four-hour Arbitron averages. DISTRIBUTORS REACT TO BLOCK BOOKING DECISION Tv motion picture distributors, after losing their appeal in the Supreme Court block booking decision last week, are preparing to comply with the unfavor- able decision. It was unanimously ruled that block booking violates the Sherman anti-trust act. A majority of the court ordered distributors to price pictures separately from the start of negotiations. However, the court protected distributors from being forced to sell individual pictures during conflicting negotiations on packages. This clause — regarded as the most important one in the ruling — will soften the effect of the court decision and keep the market much as it is now, according to trade observers. Distributors see a great amount of additional paperwork in the separate pricing of pictures. But no upheaval in the tv movie market is expected. In fact, several of the many distributors long ago took moves to anticipate the court decision or to protect themselves from anti-trust accusations in negotiations. The six principals in the unsuc- cessful appeal were Loew's (MGM-TV) , Screen Gems, AAP, UA, C&C, and NTA. INTERPUBLIC ACQUIRES JOHNSTONE Interpublic Incorporated is increasing its base of agency holdings, the latest acquisition being Johnstone, Inc., an agency specializing in women's markets. Interpublic already has several other agencies: besides McCann-Erickson and McCann-Marschalk, it has Hoist 8c Male in Hawaii and its London affiliate. Pritchard, Wood & Partners, is mulling a branch here. ANA ELECTS OFFICERS In elections last week at Hot Springs, Va., Harry F. Schroeter of National Biscuit Company became chairman of the board of the ANA. He had been director and chairman of the ANA broadcast committee. In other elections, Douglas L. Smith of S. C. Johnson was elected vice-chairman and Peter W. Allport was re-elected president. SPONSOR-WEEK continues on page 14 12 SPONSOR/ 12 November 1962 How to churn up sales in Cleveland Buy WHK RADIO, the station which corrals 50% of all the local radio investments in a competitive 8-station mar- ket. Forexample,The Milk Industry Liaison Committee wanted to boost milk con- sumption. According to Mr. James P. Kovach, account executive for Lang, Fisher and Stashower agency: "We included WHK because the mass audience which the sta- tion reaches represented a large potential for our client." That's why the number one station with local business leaders, and the Cleveland public (for over two years*)is WHK RADIO. CLEVELAND METROPOLITAN BROADCASTING RADIO, REPRESENTED 15V METRO BROADCAST SALES JACK THAYER, V. P. AND GENERAL MANAGER. A DIVISION OF METROMEDIA, INC. •HOOPER, JAN. -MAR. I960 — JULY-SEPT. 1962 PULSE, MAR. 1960 — MAY- JUNE 1962 ^0 -^% wf^ &^ &. i ^% ^%. Mbh v m f mhb mm ■ #■ i i op OT Tn6 riGWS ["WEEK in tv/radio advertising (continued) BATTLE OF THE SYSTEMS The conflict of private vs. national brands can lead to cnts in advertising budgets, if national labels try to compete by price cutting, Barton A. Cum- mings, president of Compton, warned the ANA last week. Cummings urged national brands to use sound pricing, product and packaging improvements, and to make timely changes. (For story, see p. 33.) 44's EASTERN CONFERENCE TO OPEN TOMORROW Some 1500 are expected to hear 49 speakers or panelists in nine events of the two-day eastern annual conference of the 4A's, starting tomorrow at the Ameri- cana Hotel in New York City. A tv panel will discuss new directions such as the magazine concept, tv costs, c^lor tv, pay tv, and related topics. Panelists will include Michel Dann, CBS TV; Sheldon Leonard. T&L; Lee M. Rich. B&B, and Sylvester Weaver, ME. ANA— 4A'S SET UP JOINT TALENT UNION COMMITTEE A joint policy committee for broadcast talent union negotiations has been established by the ANA and the 4A's. Committee consultant Guy Farmer reported that the committee took the lines set clown last February at the ANA tv workshop in New York. There will be an advertiser-agency joint committee on policy, interpretation and administration matters, but this committee will delegate tv commercials code negotiations to agency representatives and will allow other industry groups to participate. VIDEOTAPE, THE STATION SALESMAN'S FRIEND Tv tape is being widely used by stations as a sales tool — apart from its pro- duction chores, reports TvB. Of 190 stations surveyed, three-fourths had tape facilities. Of these. 71% reported increases in local business because of tape. Stations were also using tape heavily to makes sales presentations and com- mercials for prospective advertisers. (For story, see p. 32.) LUCY TO PREXY OF DESILU Lucille Ball has been elected president of Desilu Productions, upon the resig- nation last week of Desi Arnaz. It was announced that she will purchase enough outstanding stock to obtain a majority. FCC AUTHORIZES WLYH-TV MOVE TO LANCASTER The FCC last week authorized WLYH-TV, a Keystone Group member of the Triangle stations, to move its main studios from Lebanon to Lancaster. Pa. The change will be effective 1 January, at which time the station will also commence its affiliation with CBS TV. SPONSOR-WEEK continues on page 58 14 SPONSOR/12 Novi-MBER 1962 \ r ) V H Many helped make Lincoln Center great ...WABC proudly lent a helping hand! Before the first note of music was heard, New York's Lincoln Center had been a community undertaking which involved many people. One member of that community, WABC Radio, knowing the financial obligations still facing the Center, uti- lized over 100 prime time newscasts to urge its listeners to attend the fund raising concerts at Philharmonic Hall. When this first permanent building of Lincoln Center opened its doors, thousands of New Yorkers attended. Thousands more heard the dramatic story of Lincoln Center told by the people who shared in its conception on WABC's documentary series "Challenge '62." Thus, in New York, WABC extended a wel- coming hand to its new neighbor— Lincoln Center. This com- munity action programming on the part of WABC is typical of the way the six ABC Owned Radio Stations respond to the needs of their communities. It is also a good reason why each ABC Owned Radio Station has won deep community respect. • ABC OWNED RADIO STATIONS WABC NEW YORK WLS CHICAGO KGO SAN FRANCISCO KQV PITTSBURGH WXYZ DETROIT KABC LOS ANGELES "THOSE D * COMMER- CIALS!" The reformer curses the commercial as "evil"; the pragmatist regards the commercial as a "nec- essary evil"; today's economic realist hails the commercial as "necessary". . . and in the public interest. Advertising is public persuasion— an effort to get someone to do something— an extension of the face-to-face persuasion that is as old as Eve seek- ing Adam. In a complex society advertising is an indispensable substitute for this personal sales- manship. It helps create mass demand and in turn mass production, mass employment and a high standard of living. Corinthian believes it more than coincidence that the increases in gross national product and consumer sales in the past decade have correlated so closely with the growth of television viewing and television advertising. The television commercial has become the vital ingredient of a mass produc- tion and mass consumption economy. It combines public persuasion with face-to-face personal selling. So the next time your mother-in-law curses the commercials, remind her that THEY SATISFY vital economic needs. ^Demand-producing Responsibility in Broadcasting THE CORINTHIAN) 16 SPONSOR/ 12 November 1962 KXTV Sacramento ® WANE-TV Fort Wayne -^WISH-TV GBQ Indianapolis WANE-AM Fort Wayne WISH-AM&FM Indianapolis Represented by H-R TATIONS 'SPONSOR BACKSTAGE by Joe Csida Surprise hit — "Hillbillies" in top 10 The first ratings are in and the usual palpita- tions, panic, gloating and/or celebrations (de- pending on how your show is faring) have begun. The folks at Leo Burnett and client Kellogg, as well as the R. J. Reynolds people and agency William Esty, surely have cause to celebrate, be- cause their Beverly Hillbillies, carried on 180 CBS TV stations Wednesday nights 9 to 9:30 p.m., is the surprise hit of the new season. In the 7 October Nielsen it came in a potent number four (tied for that spot with Bonanza) with 31.3% of the U. S. tv homes, or 15,587,000 homes. It was topped only by the Lucille Ball Show, which scored number one with 34.8 and 17,330,000 homes; the Andy Griffith Show in the place spot with 32.8 and 16,334,000 homes and the Danny Thomas Show with 32.5 or 16,185,000 homes. The other five shows in the 7 October top 10, in rank order from a third tie for the number four spot, the Sunday World Series game, through 10, were: the Red Skelton Show with 30.3 and 15,089,000 homes; the all-star variety special, Opening Night with 28.1 and 13,994,000 homes; Hazel with 26.2 and 13,048,000 homes, and the Jack Benny Show with 25.8 and 12,848,000 homes. It would be reasonable to assume that there is some jubilation in the executive suites of General Foods, Young &: Rubicam and Benton & Bowles. General Foods is the adroit sponsor of no less than five of the 10 top rated shows in the country, namely the Lucille Ball Show (1) , the Andy Griffith Show (2) , the Danny Thomas Slwiu (3) — how's that for buying 'em, the top three in a row — Opening Night (8) and the Jack Benny Show (10) . Young &: Rubicam bought Ball, Benny, and Opening Night for the big food company, while Benton 6 Bowles made the Danny Thomas and Andy Griffith deals. Both the Thomas and Griffith shows, incidentally, are produced by Thomas' producing organization. (And this may be a good spot to wonder parenthetically whether the consistent high ranking posi- tion of the Andy Griffith Shoxc — since Andy, of course, is rather countrified — may not be a good tip-off as to why the Beverly Hill- billies program is making it so big.) Network competition There can be even less doubt that there is moderate dancing in the corridors at CBS. No less than seven out of the 10 shows undei discussion are telecast on the Paley-Stanton-Aubrey web. The othei three, the World Series, Bonanza, and Hazel, belong to NBC. For the week ending 21 October the Nielsens reaffirmed CBS TV's lead position in this new season. The nationals rating, encompassing prime-time half hours (weekdays from 7:30 to 11 and Sundays from 7 to 11), rank the three webs like this: CBS, 17.9; NBC, 16.7, and ABC, 15.4. On Wednesdays, Thursdays, Fridays, and Sundays CBS and NBC are almost neck and neck in the overall snuggle. CBS has moved out in front sharply in the ratings Mondays, Tuesdays, and Saturdays. (Please turn to page 21) IP0NS0R/12 November 1962 17 Where Philadelphia Counter Spies Found Stella D'oro First, "they" heard about Stella D'oro biscuits and bread sticks via an exciting "Be a Counter Spy" schedule and contest on Radio (on wip: 140 announcements in four weeks). Purpose of the campaign: To create awareness (not sales) for Stella D'oro display racks. (These were often placed in hard-to-find locations). As part of the contest, people were asked to describe the exact location of Stella D'oro racks. results of the campaign : Thousands wrote in and correctly identified specific locations. In a matter of weeks, sales figures showed an actual increase, reversing a downward trend. outcome of the campaign: Stella D'oro now begins a year-long "hard-sell" campaign exclusively on one station, wip Radio. Schedule your next Philadelphia campaign on wip because : Nice things happen to people who listen to (and advertise on) wip, Philadel- phia's Pioneer Radio Station. WIP/610, Philadelphia HARVEY L. GLASCOCK, V. P. & GEN. MGR. REPRESENTED BYMETRO BROADCAST SALES METROPOLITAN BROADCASTING RADIO 'SPONSOR-SCOPE 12 NOVEMBER 1962 / cpyright i%2 Interpretation and commentary on most significant tv/ radio and marketing news of the week If your'e looking for a very recent unique air media success story, you can cite the job that's induced Rexall to increase its promotions to six a year and on each of these occasions to use all three tv networks and four radio networks plus Keystone. These are saturation efforts designed to make sure that every one of the 11,000 Rexall dealers gets coverage from tv or radio or both. The combination of tv and radio for the 1$ Rexall sales proved so successful that it was decided to go in for an added series of special promotions on limited Rexall lines but to reach for as close to 100% air coverage as possible. What this has entailed, it is estimated, is a tripling at least of the Rexall budget and a bit of laurel for BBDO's shrewd exploitation of a good thing. Good news for spot radio: Knox Reeves, Minneapolis, is mulling recommend- ing to General Mills a huge radio plunge for its cereals, particularly Wheaties. Two likely influentials: (1) the consistent success Cream of Wheat (now at the tv-oriented Bates) has had with spot radio; (2) Kellogg's reentry into the medium. All signs have been pointing to spot tv's sturdy welfare extending into the first quarter of 1963 but a dark cloud could loom over this bright outlook. The source of this overshadow would be the networks. Among them they've got an unsold nighttime inventory of around 900 commercial minutes. What might ensue is this: a scramble to unload at depressed prices. If the level of the units is low enough, the bargain-inclined advertiser would find it hard not to respond. And whence would he scrape up the money? Answer: most likely his spot budget, particularly if his relatively minor magazine appropriation is committed for the next quarter. Detroit will be doing somewhat better by network tv in the first 1963 quarter than it did for the like period of the year before. Patently, the automotives are living up to the precept of putting most of your money into the model introductory period, because the commercial minutes booked for the next quarter are 212 less than prevail in their behalf during the current quarter. Following is a breakdown by company or divisions of commercial minutes and home impressions as estimated by SPONSOR-SCOPE for the initial 1963 quarter, involving regu- larly scheduled series, sports and specials: ADVERTISER ABC TV CBS TV NBC TV TOTAL MINS. HOME IMPRESSIONS Buick 0 0 21 21 170,000,000 Chevrolet 39 39 78 156 2,800,000,000 Chrysler Corp. 0 0 50 50 400,000,000 Ford Division 0 19 60 79 750,000,000 Ford Institutional 0 27 0 27 130,000,000 General Motors 0 0 8 8 40,000,000 Lincoln-Mercury 79 0 6 85 320,000,000 Oldsmobile 0 20 0 20 200,000,000 Pontiac 20 0 0 20 140,000,000 Studebaker 0 20 0 20 160,000,000 United Motor 0 0 33 33 150,000,000 Willys 0 13 0 13 90,000,000 TOTAL 138 138 256 532 5,350,000,000 SPONSOR/ 12 NOVEMBER 1962 19 "SPONSOR-SCOPE Continued The tug-of-war between the U. S. and the Soviets may have bigger stakes, but there's one stemming from the Cuban crisis which holds a certain significance in tv network-affiliate relations. The issue is one revolving around the principles of importance vs. fairness. A group of recalcitrant affiliates have taken this position: they grant that the news specials during the crisis were of utmost importance but why, they ask, did the networks have to preempt station time for them, with the result that the stations would he compelled to make good to spot advertisers? The method that the recalcitrants are taking to make good these makegoods : pre- empting the time of regularly scheduled programs. The networks' riposte: in a suspense buildup such as prevailed during the Cuban crisis you can't stop to think which time is who's; amenities go by the board when the world itself is on a teeter-board and you try to live up to your responsibilities. P&G is taking its time about deciding what to do in principle with such mar- kets where the rates, network as well as spot, undergo a sudden substantial rate increase. Per P&G's request all agencies have submitted suggestions of modus operandi in such cases. A couple of them have proposed outright pullouts. What triggered the pother: raising of network rates among the Buffalo stations. Entailed is this sensitive and obvious question: do you cut off your nose to spite your face, especially when the market ranks among the top 20. On the other side of the coin is the P&G angle that an advertiser shouldn't be ex- pected to absorb rate hikes ensuing from new station ownership. Leave it to S. C. Johnson to come up repeatedly with a winning market con- cept. It's done it again with the packaging bit for J- Way, its lawn fertilizer which was test- marketed last spring. As was the case with Johnson's shoe polish line, the J-Way package is the applier. The fertilizer is packaged in a plastic spreader, which serves to cut down the time re- quired to fertilize a lawn. According to present indications, spot tv will be J- Way's prime sales tool come spring. J-Way's No. 1 contender will be Swift's Vigoro (Burnett), an oldie, which last spring put a lot of weight into spot tv and gives promise of upping that weight in 1963. General Foods is testing via spot tv a packaging product designed to offer a la Metrecal (but not as a calorie controller) the equivalent of a well-balanced meal. The name of the newcomer: Brim. Test areas: Schenectady-Albany and Columbus, Ohio. Benton & Bowles as agency for Florida Citrus last week dangled before ABC TV $1.5 million and a new variation of what might be called the guaranteed circulation concept. The proposition : the network deliver a nighttime package of minutes which would produce 500 million home impressions. Reduced to cost-per-thousand, the accumulation comes out to a $3-level. Of interesting note: the complexion of the provisions of the buy were so unusual that the decision was referred to ABC TV top management. A spokesman for ABC TV told SPONSOR-SCOPE that the deal did not entail the net- work's making good the difference in spots in the event the designated half billion cume was not reached within a designated period. 20 SPONSOR/12 NOVEMBER 1962 -SPONSOR-SCOPE Continued The news from the tv network fronts last week had the three soap giants going through the throes of cancellations, reductions and money relocations. By company events took this shape: P&G : It cancelled out the minutes it had in four NBC TV nighttime shows, with a good possibility of much of this cutback going into spot next quarter. Lever: Reduced by seven and a half minutes a week the daytime schedules it had on the three tv networks. Included were Love of Life (CBS TV) , Dr. Malone (NBC TV) and Tennessee Ernie (ABC TV). Estimated cutback: $800,000. It says it'll be back in net- work tv daytime in April or March. Colgate: Renewed but four and a half of its present six and a half quarter-hours weekly on NBC TV, switching most of the difference to the Tennessee Ernie locations that Lever had vacated. It has five quarter-hours on CBS TV. The daytime side of ABC TV has added a gimmick to the Tennessee Ernie Ford strip which it's sure will make the show, when it goes noon to 12:30 19 November a natural for grocery, especially food, items. The gimmick: emphasizing to housewife viewers the image that they can have lunch with Ernie Ford. In other words, Ford will partake of lunch during the course of the half-hour and he will use this as a springboard for his commercials. The sales dither now is to go after such accounts as Campbell Soup, Maxwell House coffee, Sunshine crackers, Kraft cheese, Hudson Napkins, and you name it. The tv networks have suddenly become the beneficiaries of a bonanza from the phenomenally successful Clairol (FC&B), now in the Bristol-Myers fold. Clairol business has been so far above estimates that the hair tint is adding $1.5 to $2 million to its current quarter expenditures on the three networks. The money is going into nighttime minutes, daytime and a special (the Bing Crosby- Mary Martin Christmas Eve hour, which in itself will cost $500,000 in time and talent). On ABC TV it's 30 daytime minutes and participations in Flintstones, Astaire, Mr. Smith Goes to Washington, Sunday Night Movie and the Orange Bowl parade. The NBC TV buy includes Dr. Kildare. Judging from the first few games, the audience attracted to network tv football this season should turn out the biggest ever, and by far. Here's an average of football viewing for the three top fall series based on the 4 Septem- ber and 1 October week for each year, with the Nielsen tv index as the source: 1962 1961 SERIES AVG. % AVG. AUDIENCE AVG. % AVG. AUDIENCE % INCREASE NCAA 11.9 5,926,000 9.9 4,643,000 28.0 AFL 6.5 3,237,000 4.5 2,110,000 53.4 NFL 10.8 5,378,000 7.0 3,283,000 63.8 AVERAG1 E 9.5 4,731,000 6.9 3,236,000 45.5 Note: (1) College football may have had the smallest increase but it's still the kingpin of viewer attractions; (2) football viewing peaks in November-December. Hence there's good possibility of the over-all average increase going to over 50%. NBC TV daytime sales appear to have tossed in the towel with regard to retain- ing Lestoil, now at F&S&R, for the first 1963 quarter. The story as NBC TV got it is that Lestoil wants to cut back its coverage, eliminating the western part of the country and that ABC TV is agreeable to providing lineups tailored to that strategy. The understanding is Lestoil will also buy some nighttime participations on ABC TV. SPONSOR/ 12 NOVEMBER 1962 21 "SPONSOR-SCOPE Continued You can expect the matter of piggybacks to be high on the agenda of the NAB Code Review Board when it meets in Washington 10 December. The SRA appears convinced that the board will react favorably to what the station rep organization describes as a grounds wo II among tv stations to apply a drastic reinter- pretation to the fashion and use of piggybacks. Meantime the Code Review Board members have been asked to submit their recommen- dations for discussion at the meeting. Nielsen is basing its calculations of homes reached by tv network fare for the rest of this year on this estimate of total continental U. S. tv homes : 49,800,000. The base, set up as of September, puts tv home saturation at 91 %• For all 50 states the estimated count is 50,003,000 homes. Estimated families for September: continental U. S., 54,868,000; everything includ- ing Alaska and Hawaii: 55,092,000. The November bookings with the leading tv reps show so far every indication for a record month, even though the billings may not be as big as October's. There's been quite a pickup lately in December business — three perfumes are com- peting for Christmas buying — and the post-15 December dropoff in business may come materially below traditional behavior. Judging from one top agency's summary of the latest Nielsen national report, CBS TV has scored the widest competitive gap in years in terms of over-all prime time averages : NETWORK AVERAGE % HOMES REACHED PER AVG. MINUTE ABC TV 14.7 7,321,000 CBS TV 19.6 9,761,000 NBC TV 17.6 8,790,000 Considered by agency marketingmen one of the more curious contrasts in con- sumer targeting is the cold cereal field as exemplified by Kellogg, General Mills and General Foods. In essence, Kellogg and General Mills tv advertising, as these marketers see it, sug- gest an emphasis on getting around the middleman (the mother who does the purchas- ing) and maximizing the appeal on the weighty consumer, the youngster. General Foods' Post Division, on the other hand, is more concerned with the pres- tige of its brands and hence uses a greater share of nighttime to focus its efficiency on the middleman. For Kellogg and General Mills it's a strategy that dates back to early radio. To the media analyst the latest data innovations in the ARB and Nielsen local rating reports suggest an underlying variance in tool usage. The difference basically: ARB is attempting to do a breakout service in two direc- tions, namely planning and buying, whereas Nielsen treats it all as one thing. Another facet distinguishing ARB : taking over more and more the everyday arith- metic function of the buyer. 22 It was ABC TV that suggested the rejuxtapositioning of the Rifleman and the Dakotas and it was P&G that turned down the idea. P&G didn't fancy having Rifleman at 7:30 p.m. in the summer months. SPONSOR/12 NOVEMBER 1962 In Indianapolis— people are listening for the sounds of the cnv The "Sounds of the City" are keeping people attuned — and tuned— to WFBM in Indianapolis! At any moment they might hear a just-for-fun broadcast from a city school-yard at recess ... or an interview with anyone from a visiting celebrity to a local shoe shine boy. We have even sent our man up on a girder to interview a riveter at work high above the city's skyline. In short, our audience expects the unexpected from WFBM Radio ... and they listen for it. WFBM has their attention. If that sounds like the climate you'd like for your ad- vertising, this sounds like the time to call your KATZ man! WFBM RADIO 1260 INDIANAPOLIS TIME-LIFE BROADCAST INC. Represented Nationally by the KA TZ Agency SPONSOR 12 NOVEMBER 1962 23 IN PORTLAND OREGON... IT'S EYE-CATCHING The weather isn't always exactly sports-suited here. When the weekends are just too wet, a great many men (and women, too) in Portland and 34 surrounding Ore- gon and Washington counties, will tune in on KOIN-TV. It's so easy for a man to just sit back and watch his favorite sport. It's so easy to reach that man, with KOIN-TV. Nielsen has our score. KOIN-TV ® Channel 6, Portland, Oregon One of America's great influence stations Represented Nationally by HARRINGTON, RIGHTER & PARSONS, INC. Give them a call, won't you? ^SPONSOR BACKSTAGE Continued Some of the shows which are doing well are the expanded Alfred Hitchcock Hour, now on CBS on Thursdays along with Mr. Ed and Perry Mason. These three items are proving formidable opposition to NBC's strong Thursday line-up, which features Hazel and Dr. Kildare. Thursday is a good example of how ABC has been slugged in the ratings. The new Jackie Gleason Show on CBS on Saturday night is coming in strong, leading both the new Sam Benedict show on NBC and the Roy Rogers show on ABC. The new Jack Paar Show is doing nicely. Among the stanzas which are hurting is The Untouchables now on Tuesday nights against powerhouse Jack Benny and Garry Moore. (Incidentally, I hear Garry and CBS are being sued for $50,000 by a fellow from Balti- more named Robert Reitz, who caught Roger Maris' 59th home run in Yankee Stadium. Reitz claims he was subjected to "slander, ridi- cule, insult and embarrassment" because on the I've Got a Secret show, Garry was supposed to have said: "How about that creep from Baltimore. He wanted $2,500. I am ashamed to admit I came from Baltimore.") Country comedy rage It is no secret at all that the startling success of the Beverly Hill- billies show is giving video's highest priced program, the Perry Como Shou), real fits. The 21 October Nielsens show my old buddy down to a 15. The new Hillbillies series, incidentally, has taken a pretty fair panning from most of the critics. Its characters are as stock as the Hatfield-McCoy type cartoons Robert Holley did for Esquire years ago. But by the same token they are every bit as funny. Not subtly so. No sophistication. Not an iota of dedication to reality or even plausibility, but plain, forget-about-Castro-and-Krishna- Menon funny. Because this back-hills family group struck oil on their property, they're now living in swank Beverly Hills. Carl Reiner, a New York expatriate now living rich and growing like a vegetable in Beverly Hills, did an excellent Life magazine piece on the com- munity a few issues back. If you go for a walk, says Carl quite ac- curately, you are likely to be arrested, because no one in Beverly Hills ever goes for a walk. You can readily understand what a nice, comedic working contrast a group of straw-in-the-ears country char- acters (even stock ones) make to this sophisticated Beverly Hills background. A very capable film writer named Paul Henning is responsible for the Beverly Hillbillies. He unquestionably has the untroubled, simplified appreciation of the unreal to keep it rolling. It is quite easy, now that the vastly successful score is in, to say that there were several straws in the entertainment wind to indicate that the show might be a sleeper. To begin with, the Walter Brennan series, The Real McCoys, also country comedy, has been doing well right along. Country-originated songs, thanks largely to their usage by a brilliant blind Negro singer named Ray Charles, have completely dominated the scene in popular music and the record business for the past sev- eral years. Maybe what Perry and his Roncom men ought to do is start put- ting in some calls to Nashville. It's barely possible that Minnie Pearl, Homer and Jethro, Grandpa Jones and the rest of the folks might be available. W 24 SPONSOR/ 12 November 1962 re Radio Surveys Making You See Red? on't be mislead on the big Mid-Michigan market. WILS has sen in the No. 1 spot for 7 straight years (Hooper '55-'62). easure us by any rating service and you'll find WILS domi- iting. We lead (Jan. -Mar. '62 Hooper) in total audience (in all }e groups), all time periods (by as much as 67%). Don't see red; ;e the '62 Hooper and our rep: Venard, Rintoul & McConnell. ; Stare at the black circle 10 seconds then look at the big red spots beside it. Doesn't this spotty, fast-fading illusion remind you of many of today's radio surveys? It's FIFTH Avenue in NEW YORK . . . It's MAIN STREET in Ohio's Third Market The very fact that Dayton has a Main Street — as do many other communities within range of our signal — says something significant. Not that we're bucolic, we trust, but that we are a kind of peo- ple who aren't ashamed of Main Street. Programming to an audience like this requires an under- standing of that attitude. It is not New York programming. It is Dayton-area programming which, for more than twenty-five years, has won WHIO and WHIO-TV the respect accorded to an under- standing friend. And, gentlemen of the media buying world, if we're not monumentally sophisti- cated, it may pleasure you some to know we're mighty well fixed. Ask George P. Hollingbery. DAYTON, OHIO WHIO-AM-FM-TV Associated with WSB, WSB-TV, Atlanta, Georgia and WSOC, WSOC-TV, Charlotte, North Carolina 26 Channel I Daylon am— 1290 it I M Ohio FM— 99.1 MC SPONSOR/12 NOVEMBER 1962 'SPONSOR 12 NOVEMBER 1962 What is a market profile? ► Why and how advertisers use market profiles ► What facts go into them, where they are found ► Give admen essential customer, competitor data ► Exert direct influence on media selection - Anyone that has ever scanned a flow chart diagramming the computers being used by Madison Avenue's Mahouts will recall an in- put line, early in the operation, labeled "market profile" and may have wondered what a side-view had to do with the contemporary craving lor additional in-depth data about advertising media. To Master Marketing Men at advertiser and agency levels, the profile is as logical and essential as a program log is to a broadcaster, a press to a newspaper and a tele- phone to a space salesman. For a market profile is nothing more than an encyclopedia crammed with information about the cus- tomer and the competitor. The trick in compiling and utilizing that compendium lies in knowing where to get the informa- tion and how to apply it. And, as might be expected, market profiles tend to vary with each product, advertiser, agency, and marketer. Basically a market profile (even in astute agencies where unsophis- ticated clients have been known to say, during a marketing strategy meeting, "Lets drop the dung and get down to doing. Theres too much talk going on!") is a delinea- tion of the market characteristics for a product category and for brands within each category. Thus, it you did the marketing for a cigarette, you'd be interested in all cigarettes, and in king size, regu- Market profiles aid sales-trend analysis, provide media guides Study of brand sales shows product steady in spite of declining repeats Figure above indicates sales level of a brand with declining repeat-buying rate. Sales remain steady in spite of decline because new customers continue to be attracted. Solution may be revised strategy. Source: Market Research Corp. oJ America SPONSOR/ 12 NOVEMBER 1962 27 lar, filter and menthol; and you'd also want information on various brands in each of the categories of that product. Profile data needed. Among the information that marketing men gather for a market profile (or product profile) , the following ele- ments are basic although they vary according to need, budget, and at- titude. As almost every marketer puts it, "There are many ways of doing a profile. It all depends on how much money is available and on how great is the need." But these are the elements: 1. Tonnage by product in terms of trend, i.e., is consumption up, has it leveled off, is it dropping? 2. Tonnage by brand in terms of trend, i.e., is our volume up while overall use has leveled off, or vice versa and etc.? 3. Share by product and by brand. Here again the trend is what the marketing man scans. 4. A/S or advertising expendi- Market profile for a product class and two specific brands Total Product Class Brand A Brand B Income Under $2,999 Age of Housewife 30 29 22 23 I 20 28 I \ Under 35 City Size 45 33 27 I 29 25 ' 21 \ \ ?4,999 SS.000 - 56,999 117.000 and over 35 33 — 7 29 20 28 3° L Under ?,500 50,000 - 500.000 16 18 17 55 and over 500,000 and over Employment Status 30 27 I 28 m 72 Housewife employed Housewife unemployed 33 36 30 Grammar School Presence of Children 22 w ■■ J 20 — II 20 18 mm 18 1 23 « 20 No children Children under 6 Children 6-12 Children Children in 13-17 several groups Occupation 38 30 20 21 20 ,» 21 122 i 1 19 20,21 20 I I 13 16 14 9 10 10 Prof, and Clerical Craftsmen Laborer and . „ ... . Exec. and Sales and Skilled operator Farmer Uncla"lfied Labor DEFICIENCIES ARE EXPOSED Figure C shows that Brand A is lagging behind the product class as a whole in getting business from high income, college educated families in large cities. Specially-designed marketing efforts might improve the situation and lift total sales volume. What is the reason for Brand B's success with these families? How market profiles sort trouble spots which media can hit If a maker of Brand A in chart above knows why his product lags behind with high income, college-educated families in large cities, he can alter advertising approach or media selection to build purchases by this group. Source: MRCA, Inc. 28 SPONSOR/ 12 NOVEMBER 1962 How a profile of total market sales trends may mislead B 0^1 ^^ HHH What happened to the lost customers of Brand X? Overall sales figures make it appear that Brand X (white line), declining steadily, is losing customers to Brand E. gaining rapidly. But analysis of purchases by lost customers indicates that no single brand was causing the trouble. Therefore, di- rect counter-measures against Brand E would be inappropriate. Further data breakdown is necessary. Source: MRCA, Inc. ture vs. sales for the product cate- gory, for competing brands, for my brand. Am I spending more than a competitive brand and selling less, or spending less and selling more, or am I on a par with every- one else? 5. Consumer data: sex, age, in- come, education, family size, dwell- ing, own/rent, occupation, religion, hobby, make of auto, and ad infini- tum depending on how much in- formation is essential. 6. Market data: geography, ur- banization, distribution wholesale, distribution retail. Again, in terms of cigarettes, do they smoke more filters in the East or the West; in metropolitan centers vs. suburban housing developments; is there a demand we cannot or are not fill- ing; are we moving cartons off the supermarket shelves as well as packs at lobby cigar stands? 7. Creative comment: copy slants, themes, requirements can some- times resolve a marketing problem, can also red flag an approach or gimmick that will not function. And often enough creative people in copy and media come up with an idea that breaks through a mar- keting impasse. 8. Research is continuously in- volved in devising a market profile. It is used at every step in the study and is used again when the time comes to attempt to match the mar- ket profile with a media profile. Market first, then media. As one marketer says, "It's like creating a jigsaw puzzle. One half is the mar- ket profile, the other half the me- dia profile. We build the market first, then try to match media to it. Actually we put more time and manpower into planning than into buying and for obvious reasons. There's no use buying until there's been a decision on what we want to reach." In contributing data for the me- dia profile, marketing men know that national media such as net- works and mass circulation maga- zines have and do provide audi- ence reader profile material. Thus the Magazine Advertising Bureau about two years ago did a brand study; Life magazine did a defini- tive consumer profile study; and NBC has a study of daytime video in the works. At the individual market level marketing men do not expect much profile help from print or broad- cast media simply because even so useful a tome as the New York Daily Areios "Profile of Millions" is applicable only in New York. For a national market profile it might offer some clues but its best appli- cation is when agencies are buying the market rather than planning a market profile. One of the few valuable contri- butions by broadcasting, according to several marketing experts, is the brand comparison study recent 1\ produced by TvAR, simply be- cause it is an eight-market study covering a dozen different mass market products broken out by brands. "Non - national media," comments an advertiser marketing man, "turn out more information each year and each year most of it is more useless simply because it's not the sort of stuff we can use. Too often they're talking peaches when we're interested in pears. And most often they're trying to compare apples with oranges in- stead of sticking to the apples. Usually we can get what we need. at least in radio and tv, from Niel- sen, ARB, and Ptdse. If stations were of a mind to provide more data I'd suggest they concentrate on producing more complete audi- ence composition data." (Please turn to page 46) SPONSOR/ 12 November 1962 29 waarhet Een der meest vooraanst&ande reclame-deskundlgen ter wereld condenseerde 20 jaar ervaring Is deze beknopte openbartige en indrlngende analyse van theorie en praktijk van bet verantwoord sdierteren om draait CD m CD* zr r-+» > a. V s of FftANK Gt •••■-.' N p i^CE-JONES CHAR ■ OS E s HAoa> a F HO *" GRACE » CMARO CAW C SCOGGIN ' NMtO I"A TheEighthArt inde a. CD •1 fl> O *— ■ s

» > it) J I * I _» t > PERSON TO PERSON V THE JOHN BLAIR £ KRMG TULSA. OKLAHOMA KIOA DES MOINES. IOWA KQEO ALBUQUERQUE. NEW MEXICO KLEO WICHITA. KANSAS robert e. W«4/ eastman & CO.. inc. SPONSOR/ 12 November 1962 45 MARKET PROFILE (Continued from page 29) Profile fact sources. Where then, media men may ask, do the market- profile-makers get facts and figures with which they build their pro- files? These sources, a baker's doz- en in number, are: 1. U. S. Census Bureau. 2. U. S. Bureau of Labor Statis- tics, currently updating their 1950 study of buying preferences of urban dwellers, by cities. 3. U. S. Department of Agri- culture's 1955 Household Food Consumption Survey, by regions and nationally. 4. U. S. Fish & Wildlife Service for studies on fish consumption. 5. U. S. Public Health Service study on smoking showing who smokes what and how often. 6. U. S. National Health Serv- ice study on the use of medicine by region and by income. This shows, among other things, that children are most susceptible to colds, wom- en are second, and men are least susceptible. 7. The Wharton School of Busi- ness, University of Pennsylvania. 8. National media studies such as Life magazine, networks, Sun- day newspaper supplements. 9. Local media studies such as the Daily News "Profile of Mil- lions." 10. Starch Annual Consumer Study. 11. Trade association studies such as The Brewer's Foundation report on beer consumption. 12. Original, custom-made re- search. 13. MRCA (Market Research Corp. of America) which has had for more than 20 years a National Consumer Panel of about 7,500 families filing weekly diary reports showing what they bought, where they bought it, how much they paid for it, whether a special 'deal' influenced the purchase. Obviously Uncle Sam is a prime source of data but, as most market- ing men also note, "The big prob- lem with public information is that it often is dated, it's too old. But when it's the only stuff avail- able, we use it and augment it with original research. The best thing about Uncle Sam is that he'll do special runs at cost which means that when he has the info we can get it the way we want it without going broke. But even that has its handicaps; so many of us want spe- cial runs that Uncle Sam has a first come, first served policy. When you're in a hurry and you're last on line it can be frustrating." Heavy users, prime prospects. What every market profile tries to pinpoint, spotlight, isolate, identi- fy are the heavy users of and the prime prospects for the product be- ing sold. The heavy users refers to the 20-30% of the customers that used between 60-70% of a product and every product has that sort of a cadre. (Remarks one marketing man about mouth wash consump- tion, "Some people use so much mouth wash they must drink it!") The prime prospects can come from the medium and light users of the product, obviously on the premise that it's easier to sell a to- bacco product, for example, to a smoker than a non-smoker. So that one facet of a marketing profile is "Do we concentrate on holding the customer we now have or do we go after new customers? Or do we marry them into a combination. If so what portion of the budget should be allocated to holding the old vs. attracting the new?" The never mentioned nightmare of every marketing man is "Where did that customer go?" and the road markers that show where they've gone are many and varied. One will indicate that sales are steady but repeat sales are declin- ing (see chart, page 27) so a drive aimed at brand loyalty might be indicated. Another marker can show your brand lagging behind the field in certain areas (see chart, page 28) where another brand is exception- ally high. The shrewd marketing man studies the high brand to see why they're so strong where he's so weak before he takes action. Zero-in on the up. Another sign- post (see chart, page 29) shows why marketing men rarely leap be- fore they look. Tonnage figures show one brand dropping sharply, another brand rising just as sharp- ly. The first reaction might be to zero-in on the up-brand on the pre- mise that they are taking your cus- tomers. But the monthly MRCA reports showed every competitor was getting a piece of the slumping product. So the marketing man goes after the field instead of sharpshooting at just one brand. The MRCA reports are used by some 75 of the major advertisers. They break out product and brand purchases in percentages of nation- al consumption and can also be further broken into regions and counties. And since MRCA also offers a number of affiliated serv- ices, such as doing store audits any- where and anytime, the advertiser has available and uses this 25-year- old research firm for much of his basic marketing data. (MRCA re- ports go only to clients, not to agencies; but as with Nielsen and other syndicated surveys the agen- cy has no trouble in getting a copy of the report.) In the last two years MRCA, which did research for the now de- funct Broadcast Advertising Bu- reau (BAB) , has been gathering data from its consumer panel show- ing what publications they read and what programs they watch. But essentially it has done no busi- ness with broadcasters since the BAB days and now services only advertisers and, from time to time, does special studies for print me- dia. It is the hard drive for more effi- cient marketing and media use that has taken the wraps off computers (some marketing men think this has happened a year or two too soon, yet they welcome it as the equivalent of an adrenalin injec- tion that will stimulate the minds of agency and advertising) and posed broadcasters with the need for providing more definite data. Advertiser marketing men talk with agency marketers but rarely do they chin with broadcasting executives. The life cycle. Consequently many a station prexy may not know that one new development in de- sired demographic data is what some marketers call "the life cycle classification." This has categories labeled Young Family Without Children, Young Family With Young Children, Older Family Without Children, Older Family With Young Children, Older Fam- ily With Older Children. To mar- keting men thinking of tomorrow, 46 SPONSOR/ 12 November 1962 ^■"V^a ■*-vC' •/ ■ mi ■ 1 i I*1? ■ ■m i ||t> 1 mm FJ fl 1 *---HI ;*i ™ B V V • < TAKE A SECOND LOOK It's Litton Industries, coming to Duluth Litton manufactures everything from . . ° — ■«■ >ur me nome, to business machines, to guidance and control systems for space vehicles. KDAL welcomes this vigorous, technological industry to the growing Duluth-Superior market. Litton plans to provide 1,500 new jobs within the next year! Why don't you take a second look at the Duluth-Superior-Plus market-it's b.gger than you think! Bigger because KDAL-TV now delivers Duluth-Superior- Pjus coverage in three states and Canada -through fifteen licensed translator 250 onn?^- °n,y KDAL-se""'ng over 250,000 television homes-delivers it all- K DA L Welcom™ Litton Industries a WGN station '° Duluth T '•■ 'NC. AND >N M.NNEAPOL.S/ST. PAUL. BY HARRY S. HYETT CO. this data has meaning. Other specifications for tomor- row deal with personality areas such as customers that are conserv- ative, aggressive, introvert/extro- vert, resist change/change easily, hesitate to experiment/are willing to try a new product. Thus marketing profiles become ever more complex as the drive for more effectiveness and more econ- omy leads to the need for more in- formation. And whereas it was relatively simple to work with a dozen factors in devising a market plan, working with two dozen fac- tors becomes that much more diffi- cult. Computer. In marketing, the computer might solve the similar problem of how to move the most merchandise the furthest distance with the least expenditure of funds. And computer men were quick to explain that machines could work with anything that could be reduced to a mathematical model. ^ AUTHORS (Continued from page 31) interested professionals some time next spring. For script-writers. Definitive and highly professional is "The Televi- sion Writer" by Erik Barnouw. Under the Hill & Wang imprint, it is a splendid working tool for both practicing and aspiring script- writers. Barnouw, in addition to surveying the television industry as it affects the writer, deals knowing- ly with such script problems as di- alogue, action, camera usage, op- enings, etc. Of course, other Madison Ave- nue commercial adjective tillers also find spiritual nourishment in producing books for the trade as well as the general public. Among them is Richard S. Lessler, vice president of all marketing services (media, planning, research and merchandising) at Grey Advertis- ing, who is co-author with Dr. Nu- gent Wedding, professor of mar- keting, University of Illinois, of "Advertising Management," just re- leased by Ronald Press. Lessler was co-author of "Advertising Media" (with Lyndon O. Brown and Wil- liam Weilbacher of Dancer-Fitzger- ald-Sample) , published by Ronald Press several years ago. Lessler's new book is a text and case book. Updating book. Max Geller of Weiss & Geller is revising his book "Advertising at the Cross Roads" which Ronald Press published sev- eral years ago. The Geller book, an outgrowth of a doctoral thesis, calls attention to advertisers and agencies to clean house or there will be sterner federal regulation. Albert Meglin of the research and promotion department of The Katz Agency is writing the section "How to Write A Television Play" for the book "For Writers Only" edited by Anne Espock. Grove Press will publish it in 1963. Meg- lin's most recent tv play, "The In- ner Panic," was seen on the U. S. Steel Hour last month. Seven of his plays were previously produced on tv. Early this year, Harold Mehling wrote "The Great Time- Killer," a study of television, un- der the World Publishing imprint. Sam Slate, vice president and general manager of WCBS, New York, and Joe Cook, director of public information for the same station, are co-authoring a social history of broadcasting. The book will be published in 1963 by Mac- millan. Both men are veterans in the field and their book starts with radio's role as early as 1901 and in essence, it will concern itself with the social and economic im- pact of broadcasting in America. Many individuals are looking forward to the book which Dr. Frank Stanton, president of CBS, has promised to write for Alfred A. Knopf. Knopf has Dr. Stanton signed for a book but, according to latest word from the publisher, it won't be available for some time to come. Evaluation of tv. Meanwhile, Knopf will publish "The People Look at Television" in February 1963. The book is by Dr. Gary Steiner of the Graduate School of Business of the University of Chi- cago and is reportedly the first comprehensive study of the Amer- ican public's evaluation of televi- sion. The book is based on results of a nationwide project by the Bu- reau of Applied Social Research of Columbia University under the di- rection of Prof. Bernard Berelson. The project was made possible by a grant from CBS. Dr. Stanton re- cently said the study should prove a landmark in mass communica- tions technique. Prentice-Hall reports that "Handbook of New Product Devel- opment" by Peter Hilton of Kas- tor, Hilton, Chesley, Clifford &r Atherton has been having a steady sale since its appearance early this year. Still another advertising agency leader, Leo Burnett, head of Leo Burnett Co., has scored a literary hit with a privately printed book crowded with the adman's personal philosophy and credo for better advertising. It is tagged "Commu- nications of an Advertising Man," and is filled with excerpts from the speeches, articles, memoranda and miscellaneous writing of the Chi- cago adman who regards advertis- ing more as a religion than a busi- ness. Real dynamite. David Susskind, executive v.p. of Talent Associates- Paramount, Ltd., according to au- thoritative sources, has jotted down his experiences in broadcasting but the book is reportedly filled with dynamite, hence the hesitation on the part of some publishers to bring it forth at this time. Terrence O'Flaherty, the out- spoken radio-tv critic of the San Francisco Chronicle, has penned his views on broadcasting in an up- coming book, called "The Illus- trated Air" which Appleton-Cen- tury-Crofts has accepted for publi- cation, but no date has been set. Best of "Emphasis." Fresh in the bookstalls is "The Best of Empha- sis— Opinions and Insights by the World-Wide NBC News Staff," compiled and edited by Arthur W. Hepner and published by the New- man Press. Hepner, a former NBC News staffer and now editor of manuscript services at John Wiley, Publisher, gathered 185 essays from the five-minute series, Emphasis on NBC Radio. Contributors include Chet Huntley, David Brinkley, Pauline Frederick and other net- work newsmen. William R. Mc- Andrew, executive v.p., NBC News, contributes a foreword. Broadcasters will undoubtedly make splendid use of "For the Young Viewer," edited by Ralph Garry, professor of educational psychology, Boston University; Frederick B. Rainsberry, national 48 SPONSOR/ 12 NOVEMBER 1962 CRYSTAL BALL ANALYSIS of Rochester TV. . . I PREDICT (a look into the Rochester TV future with Ervin F. Lyke, President of WROC-TV Channel 8) • BIGGER AUDIENCES FOR WROC-TV Forget the population growth in the Rochester area and there will still be a bigger TV audience because of the addi- tion of a new channel. This has been the pattern in cities all across the country. With a larger audience Channel 8 will continue to have more viewers. In survey after survey, WROC-TV is the No. 1 station in Rochester. • MORE COLOR TV VIEWERS Sales of color TV sets are way up. With 70% of WROC- TV's nighttime shows and 50% of afternoon programs in color, more area viewers are tuning in Channel 8 — the only Rochester station carrying a regular color schedule. • WROC-TV WILL CONTINUE TO BE ROCHESTER'S NO 1 STATION This prediction is based on a number of key factors: 1) Continuing surveys; 2) NBC's strong fall and winter pro- graming; 3) Color TV, exclusive on Channel 8; 4 ) WROC- TV's exciting local news, weather and sports shows. Among Top Color TV Shows ONLYon Channel 8 Saturday Night Movie Meet the Press Walt Disney's World Bonanza Price is Right Brinkley's Journal Tonight Laramie Empire Virginian Hazel Andy Williams Sing Along with Mitch Jack Paar Perry Como NEW $400,000 transmitter makes viewing great on Channel 8 BUY THE STATION MORE PEOPLE WATCH WROC ROCHESTER, N.Y. TV CHANNEL BASIC NBC Represented by I Edward! Petry & ICo., Inc ^S?5s SPONSOR/ 12 November 1962 49 supervisor of school broadcasts of the Canadian Broadcasting Corp.; Charles Winick, consulting psy- chologist, Columbia University, and published by McGraw-Hill. Suc- cinctly, the book describes 425 pro- grams broadcast during '60-'61 and '61 -'62 seasons by more than 200 tv stations across the country. The book is sub-titled "Television Pro- graming For Children ... At the Local Level." It is edited on ma- terial gathered by the Television Information Office. The hard- bound edition of the book is avail- able through normal book chan- nels. The paperback edition is being distributed by TIO to tv sta- tions, libraries, schools and other educational institutions as well as among the nation's top opinion makers. Continuity writing. Just pub- lished is "Radio and Television Continuity Writing" by Louise C. Allen, associate professor journal- ism, Texas Technological College; Audre B. Lipscomb, continuity di- rector, KCBD (AM & TV) , Lub- bock, Tex., and Joan C. Prigmore, continuity and promotion director of the same station. The advisory editor is Prof. Irving A. Falk of NYU radio-tv department. The publisher is Pitman Publishing Corp. The authors describe the origins of radio and tv, basic oper- ations of stations, the art of col- lecting copy data, writing copy, still and motion pictures tech- niques, etc. An added dividend is the section on public service, pro- motion and merchandising and a fine reference division including codes. The paperback publishers, too, have been issuing original works on various aspects of the broad- casting industry. Notable is Bal- lantine Books, which earlier this year brought forth "Tv in Ameri- ca: The Morality of Hard Cash" by Meyer Weinberg. Among other things, it is a careful study of the tv quiz show scandals, payola, etc. Also on the Ballantine Books list this season is "The Hungry Eye" by Eugene Paul. It is sub-titled "An Inside Look at Tv — The Shows, the Personalities, the Fabu- lous Incomes and Fantastic Costs." Crowell-Collier has issued a paper- back edition of Stan Opotowsky's "Tv, The Big Picture." It is a re- vised edition of his hardback job. Eighth art. One of the major events this year is the publication of "The Eighth Art: Twenty-three Views of Television Today," pub- lished by Holt, Rinehart and Winston. The introduction is by Robert Louis Shayon of the Satur- day Review. Notably fresh essays (though penned several semesters ago) on diverse aspects of televi- sion are contributed by such knowl- edgeable individuals as Gilbert Seldes, Leo Rosten, Ashley Mon- tagu, Brian O'Doherty, Tyrone Guthrie, Richard H. Rovere, Tad Szulc, Eugene Burdick, Alan Pryce- Jones, A. E. Hotchner and Charles A. Siepmann. Shayon reveals at the outset that the majority of articles in the book "are companion essays commissioned by CBS TV in 1960 for publication in different issues of a projected quarterly maga- zine." The idea of a CBS TV quarterly was ultimately aban- doned. ANA best seller. From the Assn. of National Advertisers comes the cheerful word that it has a literal best seller on its hands. Published at the tail-end of 1961, "Defining Advertising Goals For Measured Advertising Results" has to date sold in the region of 10,000 copies at $7.50 for non-members and $5 for members. Its author is Rus- sell H. Colley, management con- sultant who wrote the book under the auspices of an ANA committee. Another potential best seller on the ANA list is "The Computer in Advertising," published under the auspices of the organization's adver- tising administrative control com- mittee. The book contains the papers given at the five-session seminar on automation in adver- tising, sponsored by Central Media Bureau. Look to the future. Also success- ful, in its own way, has been "The Communications Challenges in the Decade of the '60s," a study by Bo- zell & Jacobs, advertising and pub- lic relations. The study first ap- peared in hardcover early this year. Its author is Bob Resor, senior vice president of B&J. He's in charge of research and long-range plan- ning in the eastern operation of B&J. Of great value to marketing men, the study predicts that adver- tising expenditures in 1970 will total from $22 billion to $25 bil- lion, double the 1960 figure of slightly under $12 billion. More- over, tv, during the '60s, will prob- ably undergo some of the widest changes among mass media, Resor feels. Tv direction. Also from the Hill & Wang publishing house comes a new, up-dated guide to television directing and producing, "The Television Program: Its Direction and Production," by Edward Sta- sheff and Rudy Bretz. The book is filled with photographs, dia- grams, production charts and work- ing directors' scripts of top tv shows. This is the third edition and carries 75% new material. Bernard Ryan, Jr., radio-tv copy- writer for BBDO, has authored "So You Want to Go Into Advertising" under the Harper & Row imprint. In collaboration with his brother, Leonard Eames Ryan, a New York newspaperman, he has also written "So You Want to Go into Journal- ism" which Harper & Row will publish in early winter of 1963. The BBDO shop, a constant bee- hive of literary activity, also boasts of John Caples, a v. p. and account executive on The Wall Street Jour- nal account. A revised edition of Caples' "Tested Advertising Meth- ods" was recently issued by Harper & Row. The new edition carries a foreword by Charles Brower, president of BBDO. It has been translated into Japanese and a German edition appears likely. Another Caples book, "Making Ads Pay," is still going strong on the Harper & Row list. Caples is presently at work on his autobiog- raphy. It will deal largely with his 35 years in advertising. Doris Widens, former advertis- ing columnist on the New York Journal American and now at work on special projects at Grey Advertising, recently completed a non-fiction, behind-the-scenes, ac- count of the advertising business, according to various reports. There is no title or publisher, as yet. Tv's dilemma. Yale Roe, assist- ant daytime sales manager, ABC TV, and author of "The Televi- sion Dilemma: Search For A Solu- tion," published by Hastings House, is getting excellent notices on the book. "The Television Dilemma" probes the realities of both com- 50 SPONSOR/ 12 November 1962 mercial and educational television. Main agency executives including Dick Pinkham, senior v.p. in charge of radio-tv, Ted Bales, and Her- bert Zeltner, v.p. and media direc- tor, Lennen & Newell, have saluted Roe for his clear analysis of the problem. Said Zeltner: "Probably the only thing rarer than a truly fine tv program is an excellent book on the subject. For sheer readability and validity it is one of the best I've come across." Sociol- ogist and author Leo Rosten de- scribed Roe's book as most knowl- edgeable, sensible and entirely fair. Though not entirely devoted to communications and advertising, there are sections of Vance Pack- ard's new book, "The Pyramid Climbers," published by McGraw- Hill, which concern themselves with these avenues of persuasion. There are numerous references to the role of the rising executive in advertising and allied fields. Two books on "brain testing" are being read with considerable interest in the advertising fraternity. One is "The Tyranny of Testing" by Banesh Hoffman, published by Crowell-Collier Press, and the oth- er is "The Brain Watchers" by Martin Gross, published by Ran- dom House. Broadcasters and agen- cy folks will, no doubt, read "My Time Is Your Time," (Obolensky) the Rudy Vallee story by Vallee and Gil Mc 'Kean, to be published 1 De- cember, f. Walter Thompson per- sonnel, in particular, will dwell upon Vallee's account of The Fleischmann Hour, Fiction offerings. Nor are broad cast characters and ad row crea- tions being neglected by contempo- rary novelists. Of recent origin: Walter Ross' "Coast to Coast" (Si- mon & Schuster) ; Steve Allen's "Not All of YoUr Laughter, Not All of Your Tears" (Bernard Geis Associates) and the upcoming novel, "Georgie Winthrop," by Sloan Wilson, author of the cele- brated "Man in the Gray Flannel Suit." Harper k Row will publish Wilson's story of the man who lives next door to the man in the gray flannel suit in January of 1963. Morrow, some months ago, pub- lished Ted Rogers' novel, "Face to Face," dealing with the presiden- tial i\ debates. Rogers, now stall producer tor MGM TV, was tv di- rectoj loi Richard Nixon during and before the I960 presidential race. Great debates. Many earnest studies have been made of the presidential tv debates in I960 but the most definitive appears to be "The Great Debates: Background- Perspective-Effects," edited by Sid- ney Kraus with an introduction by Harold D. Laswell and published by Indiana University Press. The book contains comments from po- litical scientists, tv experts, sociolo- gists, etc., on the four debates. De- tailed research and statistical stud- ies are included as well as the lull debate text. A sober-sided, objective study of present television is to be found in "Living With Television" by Ira O. Glick and Sidney J. Levy and published by Aldine Publishing Co. of Chicago. A number of industry leaders have contributed specific chapters to "Public Relations Handbook," published by Prentice-Hall. Con- IN THE SOUTHEAST'S DYNAMIC METRO AREAS JACKSON, MISSISSIPPI RANKS: * FIRST IN TOTAL PER-HOUSEHOLD SALES! * FIRST IN PER-HOUSEHOLD FOOD SALES! * FIRST IN PER-HOUSEHOLD APPAREL SALES! * FIRST IN PER-HOUSEHOLD FURNITURE AND HOUSEHOLD APPLIANCE SALES! * FIRST IN PER-HOUSEHOLD AUTOMOTIVE SALES! * FIRST IN PER-HOUSEHOLD SERVICE STATION SALES! * FIRST IN PER-HOUSEHOLD DRUG SALES! SOURCE: Copr. 1962, Sales Management Survey of Buying Power; further reproduction is Forbidden WLBT channel :HOLLINGBERY -WJTV channel KATZ SPONSOR/ 12 NOVEMBER 1962 51 tributors include Sidney H. Eiges, vice president of public informa- tion, NBC; John F. White, presi- dent of National Educational Tv and Radio Center; Sol Dolgin, ex- ecutive producer, Audio Visual Re- search Co., and Marion Harper, president of Interpublic, Inc. Phil- ip Lesly is editor of "Public Rela- tions Handbook." If some of the above titles may appear too pedantic and rather awesome to undertake, the publish- ers, aware that there are also sheer pleasure seekers among communi- cators, have fashioned solely for their benefit a number of lighter and indeed more bouncy entice- ments, to wit, "The Madison Ave- nue Cook Book for People Who Can't Cook and Don't Want Other People to Know It" (Holt) by Alan Kohler, a Ted Bates copy writer, and "The 24 Hour Drink Book" (Obolensky) by Ralph Ma- loney, a guide to executive sur- vival. This is especially for Madi- son Avenue account execs who've just lost a fat account to a rival agency. ^ REP BROTHER ACT (Continued from page 34) became a vice president, assuming administrative responsibilities. He calls on such agencies as William Esty, Benton & Bowles, Young 8c Rubicam, Hicks 8c Greist, J. M. Mathes, and Ben Sackheim. Vic is married and the father of three youngsters. Claude, who gave up bachelor- hood two years ago, often encoun- ters his radio-selling brother dur- ing agency calls. Joshingly, Claude accuses Vic of winning away busi- ness "because he has children to support." But this, both admit, is just a running gag between them since neither one infringes upon the other's territory. The brothers are popular with buyers. Their flair for light hu- mor impelled one media buyer to remark that "they brighten the day when they pop in on us." Although Claude's later career parallels brother Vic's, he started from another area. During his col- lege days at Boston University, he worked part-time for Campbell Soup Co. as contact salesman for to the adult KFMB RADIO audience! Big audience, attentive listenership close the sale for you. Pulse and Nielsen say KFMB has more adult listeners than any other station in the better part of Southern California. KFMB RADIO SAN DIEGO .urr.Lo Resented by |H „AOIO:WQR . WQ>).C„ _.,....„ KERSFIELO (E4»afd|P«try L|c«,lnc) * i '■* H * K F M O - F M " •""' WVA7 .VOO«.„D0«.F„ chain food stores. During the summer he tried his hand at acting with the Booth Bay Players in Maine. He also served as advertising director of the Som- erville Community Theatre. An artist, Claude nowadays paints as a hobby. In 1949, he joined Reuben H. Donnelley Corp. as supervisor-sales- man. He spent six years there concentrating heavily on merchan- dising activities. He joined WWIN, Baltimore, as local salesman in 1956, where he serviced accounts, wrote copy, and worked out creative and special campaigns for prospective radio clients. Two years later, he joined Meek- er in New York. In four years with Meeker, Claude's "beat" has taken him to most of the agencies in New York, Boston, and Philadelphia. Both Claude and Vic are articu- late on their favorite subject, sell- ing time. But when asked to cap- sulize their theories, the Pianos agree they mean "get the busi- ness!" t*^ O I E O O Symbol of * "' Serv.ce 380 MADISON AVENUE • NEW YORK 17, NEW YORK CITRUS TV BUYS (Continued from page 36) tion with the fact that all Sunkist j funds go to advertising, results in \ Sunkist far out-advertising Florida on a per pound basis. Product competition. In the fresh line both California and Flor- ida oranges have particular advan- tages which are singled out for ad- vertising. For home squeezing and making of juice the Florida oranges give 25% more juice; for eating out of the hand — the way 70% of fresh oranges are used— the Flor- ida oranges present considerable peeling and sectioning problems, I making California oranges better. With processed juice the Com- mission can afford to advertise generically, as there is almost no competition. Since Florida oranges provide a great deal more juice,! that state was a natural to become ij the almost exclusive developer ofj the processed juice industry, pro-l viding for 99% of sales in the field,] Millard emphasizes. Thus, whenl advertising processed juices the adj pitches are for the taste and nu-l tritional value of oranges, applying to all oranges, but in fact of bene-j 52 SPONSOR/12 November 19621 fit to Florida producers, since the Florida juice is the only kind proc- essed in large quantities. (Against all processed juices, including all fruits and vegetables, orange cap- tured 43% of market last year.) The processed juice commercials associate the juice with starting- the-day-right, and therefore get peo- ple into the habit of drinking it regularly. A generic fro/en can design, similar to almost 250 can- styles, is used in the commercials. The can reads simply "100% fresh- frozen concentrated orange juice from Florida." Seasonal advertising. Florida Citrus uses tv to extend reach on a continuing basis and to provide impact during seasonal sales peri- ods. The campaign periods parallel crop movement and therefore are heaviest between October and May for Florida oranges (80% of the budget is spent in these eight months) . California fresh oranges are available all year-round: a Va- lencia crop in April and a Naval crop in November. Therefore Flor- ida's fresh orange competition is spread out over the months. In processed oranges Florida ad- vertises throughout the year with emphasis on winter. Also, if orange crops fail, frozen orange juice spots are sometimes substituted for fresh, the fresh orange budget being much larger. Here is how the tv campaigns have been planned: • A four-month daytime net- work package on ABC for Florida processed juice was completed in October. It featured 11 spots a week on eight different shows, in- cluding Yours for a Song, Day in Court, Queen for a Day, Who Do You Trust, and others with major female appeal. • A spot tv nighttime campaign amounting to $350,000 begins to- day (12 November) for four weeks. The agency will use programs of primary interest to women in their 50 top marketing areas, which closely correspond to the nation's 50 top business markets. The num- ber of stations per market is one to six. • Another campaign on network, costing $1.5 million, will begin in January and last five months. • A $350,000 four-week spot campaign similar to the current one will be repeated in April 1963. Florida Citrus buys primarily in network tv. This crop year the funds are being distributed on about a five-to-four basis: network receiving $1.9 million of the $2.6 million tv budget. Commercials. Type of viewer, program content, and size of audi- ence are the three primary criteria used in selecting programs for Flor- ida Citrus commercials. The Com- mission avoids programs it con- siders too violent or incompatible with its sales message, and searches out those which can deliver large housewife audiences efficiently. Commercials are usually filmed, and can run within or between news, movies, live or filmed pro- grams. The client has recently approved a new pool of television commer- cials which focus on the taste and vitamin C benefits of oranges and orange juice. Particular impor- tance is placed upon breakfast since that represents the time when most juices are consumed. The commercial emphasis is directed to mothers by using children impor- tantly. The sales points are: Taste. The agency and client consider this most important. Ac- cording to U.S. Department of Agriculture studies, orange juice is the most popular taste next to chocolate. Buy it "because it tastes so bright and delicious," the story- board reads. Health. The abundance of vita- min C in orange juice provides a special advertising advantage. It is one vitamin the body cannot store and therefore should stock up on every day. The copy says each person should drink it because "he has burned up yesterday's vitamin C" and "his body thirsts for it." Value. The cost of a glass of juice is low, less than 5 cents. Have it for breakfast because it's "so economical" the copy says. More so than most any other product, oranges and orange juice are suited for color tv, but agency executives say "it's just too darned expensive." Millard explains the temptation is great, however. "We will continue using a lot of tele- vision— perhaps even more of it as crops and funds increase, and look forward to the day we can recommend color tv as economic- ally sound." ^ ONE BUY... CITY-GRADE COVERAGE OF TWO MARKETS WALA-TV is the only Mobile sta- tion that also delivers city-grade coverage in Pensacola . . . PLUS coverage of the rich Missis- sippi Gulf Coast; the industries and military installations of West Florida and dozens of inland cities and towns. The WALA-TV Market- Over A MILLION PEOPLE with nearly $2 BILLION to spend! Contact: Select Stations, Inc. or Clarke Brown Co. TALLEST TOWER ON THE GULF COAST MOBILE - PENSACOLA GIANTS-DODGERS BASEBALL: 1,250,000 viewers 35.3 average rating 65% average share The American Research Bureau (ARB) conducted audience surveys during the KTVU Channel 2 telecast of Giants-Dodgers Baseball September 3rd thru 6th. The average ratings for 4 games as reported by ARB was 35.3. The average share of audience was 65%. These ratings projected against KTVU's total coverage indicated an audience of over 1,250,000 viewers per average minute of the games. Vi The Nation's m^T' LEADING l%k Independent ch»nnu^^P TV Station SAN FRANCISCO • OAKLAND SPONSOR/12 NOVEMBER 1962 53 20% of the food distributed through Houston warehouses is consumed by families in Beaumont/Port Arthur/ Orange. If your spot television budget is based on wholesale distribution figures in Houston, you're missing one-fifth of the consumers. If you put your television dollars on any other station in the Beaumont/Port Arthur/ Orange market, you're missing 43% of the (h PDQ VJewerS. 4fefe - pe,ers Griffin Woodward U D 0 KFDM-TV CHANNEL 6 54 SPONSOR/ 12 NOVEMBER 1962 WASHINGTON WEEK 12 NOVEMBER 1962 / copyriiht lew What's happening in U.S. Government that affects sponsors, agencies, stations The Justice Department won a sweeping Supreme Court victory in the tv block-booking case. So complete was its triumph that it would be some sort of minor miracle if the antitrust division doesn't turn out to be emboldened to pro- ceed with other antitrust cases in the tv industry. A lower court decree banning TV block booking of feature motion pictures had been ap- pealed by five major distributors of such films, Loews, Inc., Screen Gems, Associated Artists, United Artists and National Telefilm. Justice also appealed, but on the grounds that the decree should have been tougher. Na- tional Telefilm then submitted a brief opposing this Justice position. Except for very minor modifications, the final Supreme Court decision went all down the line for Justice. The decision against block booking was 9-0. The decision to insert in the decree the added features was carried by 7-2, with the dissenters objecting not to the con- clusions but only to Supreme Court's findings dealing with the decree's overlooking palpable errors by the lower court. While the suit in question involved pre-1948 films, the decision is all-embracing. Dis- tributors must now offer motion pictures individually, with individual prices, and prices of single films must not be higher than prices of the same films in a pack- age, except for "legitimate" bulk sale savings. The fact that the Supreme Court went down the line for the Justice Department position probably will be no more of an encouragement to the government lawyers than the fact that there were only two dissenters — and they on technical grounds rather than on the merits. One fact that has emerged quite clearly from the dragging RKO-NBC-Philco hearings : the scare statement of RKO counsel Ted Pierson to the effect that a vic- tory for Philco would mean the end of NBC as a network amounted to an under- statement of the significance of the case. Pierson based his "prophecy" on the fact that NBC would have to be declared dis- qualified by RCA-NBC antitrust law violations from owning any tv stations in order for Philco to win the NBC Philadelphia channel. As the Philco evidence slowly comes in, and as NBC lawyer Irving Segal tears into it on cross-examination, it appears that little is being established which would not also apply to al- most any large corporation. The upshot of the proceedings to date is that many another station operator would be just as open to attack, some more so than NBC, if the FCC should decide against NBC on the basis of evidence thus far. A decision adverse to NBC in this case would likely lead to challenges of the same sort to license renewals for many of the most valuable tv franchises. Such a decision might open a Pandora's box which could shake the entire industry. All stations coast-to-coast probably heaved a single united sigh of relief as elec- tion day came — and went: Equal time and fairness complaints reached a new high. The FCC, for its part, was just as much under the Senate Watchdog Subcommittee gun as were the broadcasters, and never before were rulings on complaints so many and so quick. Even though in one case, the FCC was divided 2-2 and therefore couldn't decide. This case brought out the most unusual lineup ever. It was Hyde voting against ally Craven. And it was Minow voting against ally Bartley. Despite all the furore, if no new facts come to the fore it is virtually certain that both the FCC and the Watchdog Subcommittee will find that the broadcasting industry did better than ever this year. P0NS0R/12 NOVEMBER 1962 55 * SPONSOR HEARS 12 NOVEMBER 1962 / o*yrt.ht isrc A round-up of trade talk, trends and tips for admen A report circulating in the food field is that P&G is giving serious thought to latching on perhaps to the coffee packaging business. The entry, goes the report, would be through acquisition of an established coffee processing company. NBC TV's rule apparently is first come first served even if it has to do with a class documentary. Jergens put in an order for the complete sponsorship of the World of Jacqueline Kennedy and was told sorry, but American Home Products had ordered half just be- fore you. Jergens insisted that it be all or nothing. The network stood pat on the AHP order. Ever hear of the term "sponge" as referred to a nighttime tv network progam? Well, it's used by network sales negotiators and denotes a show which provides bonus spots in a package negotiation. The "sponge," a low rater, is tough to sell. The "sponge" makes a handy tool in this way: it lets the negotiator get around price cuts on other programs in the package, which likely would make it incumbent on the network to grant the same cut to other advertisers in these other programs. General Mills and Maxwell House Coffee can both celebrate their 35th anni- versary as consistent participants in network media. Both were included among the 22 sponsors that the Red and Blue networks had in 1927. All but General Mills and Maxwell House vanished from the networks in the course of time. The dramatization of the FBI may be back in tv next season. Reports have it that Warner Bros, has been quietly showing a pilot on that theme to selected prospects. Back in the heyday of radio there were two glorifiers of the bureau. They were the FBI in War and Peace (Equitable Life) and This is Your FBI (Lava soap). Top AB-PT management vigorously denied the report as noted here last week that it was apparently looking for a man outside the organization to head up ABC TV as president. Said the AB-PT spokesman: We're happy with Tom Moore; he's staying as head of the ABC TV network. Admen can't escape the air media sell even when they get to their suburbia and exurbia lairs. Staring at them these days as they step on the platform from evening trains are three- sheet billboards plugging some station in the provinces, with the name of its rep duly noted. 56 SPONSOR/12 NOVEMBER 1962 IVhy it pays to advertise your station in a broadcast book BECAUSE THE TIMEBUYER IS KING JL here's nobody better quali- fied to advise you how and where to invest your national ad- vertising dollars than your own national representative. He'll tell you that the time- buying system really works. Which means that at any of the top 50 (or top 100) advertising agencies placing national spot business the recognized time- buyer, backed up by his super- visors, decides which stations get the nod. Sure, there are excep- tions to the rule. Of course there are some account executives and ad managers that exert a heavy influence. But, by and large, the timebuyer is king. Reaching the timebuyer, and the other men and women who strongly influence a spot buy, is a job for a specialist. That's why the several thousand time- buyers (by job title and job function) who buy national spot read the broadcast books. More- over, they rely on them. They rely on one or two favorites al- most to the exclusion of all others. Buy broadcast books to give your national campaign impact where it will do the most good ... at least cost. a service of SPONSOR SPONSOR/ 12 NOVEMBER 1962 57 'SPONSOR-WEEK Advertisers Continued It's better to give than to receive KDKA, Pittsburgh, decided to celebrate its 42nd anniversary by giving away this "Kottage" in Bear Rocks. Here, 1-r: promotion mgr. June Trax; personalities Mike Levine and Bob Tracey; Boris Weinstein, p.r. dir. for Marc, Bear Rocks agency United Fund auction A gambling room atmosphere prevailed when the radio-tv club of Pittsburgh assembled to "auction off" 13 radio and three tv stations to United Fund for one-day public service effort Back in the fold Arthur Hull Hayes (1), CBS Radio pres., and Worth Kramer, Goodwill Stations pres., sign the affiliation con- tract under which WJR, 50 kw Detroit station, will return to the network B. F. Goodrich, when it buys ad- vertising for its 1963 spring and summer lines of footwear, will be buying it all under the Goodrich brand name. Heretofore the company pro moted P-F and Sun-steps under both the B. F. Goodrich and Hood brand names. Included in the consolidation is the realignment of sales territories, strengthening of distribution facili- ties, and a boost in advertising and promotion on the national and local levels. Financial reports: B. T. Babbitt re- ported net sales for the nine months ending 30 September were $15,605,000, an increase of 5.2% over $14,839,000 for the corre- sponding period of last year. Net earnings were $424,000, which is equivalent to 31 cents per common share and compares with $200,000 or 13 cents per share for the 1961 period . . . Philip Morris net sales for the quarter ended 30 Septem- ber were $142,370,000, up 6.3% over the third quarter of 1961 when net sales were $133,963,000. Net income amounted to $5,947,- 000 equal to $1.58 a common share. This compares with net income of $5,767,000, or $1.50 a common share. Net sales for the first nine months of the year amounted to $410,819,000, compared with $392,- 428,000 for the same 1961 period . . . Sterling Drug net profit for the nine months ended 30 September was $18,280,198 an increase of 5% over the $17,413,798 reported for the same 1961 period. Nine months earnings were $2.29 per share, vs. $2.19 and consolidated sales were $178,235,421, an increase of 4.3% over 1961 nine-months sales of $170,933,691. Campaigns: Revere Copper and Brass (Adams & Keyes) is on NBC TV's "Today" with one-minute spots through 19 December and will use "Tonight" for a pre-Christ- mas gift drive . . . Healthknit di- vision of Standard Knitting Mills (Edward H. Weiss) will use a light, sophisticated approach to advertise its cotton knitwear on Arthur God- frey's CBS Radio show ... A rec- 58 SPONSOR/ 12 November 1962 lord campaign that includes radio, ■tv, newspapers and billboards con- Icurrently for the first time is now ■ being mounted by Hotel Bar Foods ■for its Whipstix Butter and Hotel IBar Butter. Five radio stations in |New York and NBC TV are being ■used. Pace is the agency . . . When ■the 1963 advertising campaign, in- cluding tv, opens for Evans Des- Isert Toppings, the line of eight (flavors will have a new corporate ■symbol and redesigned packaging. [Weightman, Philadelphia, is the agency . . . Rexall Drug (BBDO) has set up the largest ad budget in its history for the 1962 Rexall Fall One Cent Sale that runs from 1-10 November, preceding the sale. Spots will be used on all three tv networks and five radio networks. Acquisition: Hazel Bishop has bought substantially all of the as- sets and business of The Angelique and Co., Inc., Wilton, Conn. Ange- lique manufactures and distributes fragrance products. PEOPLE ON THE MOVE: George M . Cheyne to manager of advertis- ing for Collier Carbon and Chemi- cal .. . Robert H. MacLachlan to merchandising manager of the foods division of Lever Brothers . . . Jack Northrup, general manager of the Grocery Products division, L. C. Bruce, director of advertising and marketing research, and Wil- liam R. Rincher, special assistant to the president, to vice presidents of Purex Corp. . . . Allen A. At- wood, Jr., to marketing manager for mixes at General Mills, from director of advertising with Pep- peridge Farm . . . William H. Stipich to the newly-created post of director of marketing services for Jos. Schlitz Brewing . . . Humphrey Sullivan to public relations direc- tor of Lever Bros. Agencies Hertz has decided to consolidate all its divisions at one agency. Remaining house is Norman, Craig &: Kuinmel, which has been handling the Hertz Rent A Car and other corporate accounts. NC&K will, effective the first of the year, also handle truck leasing, rent-all and car leasing advertising. Mixing a little business with pleasure Management and talent of WAAF, Chicago, hosts of a Stork Club party for New York timebuyers, took time during the festivities to survey the station's cover ad in sponsor. Gen. mgr. Tim Davis (c) explains ad to colleagues (1-r): d.j.'s Daddy-O-Dayle, Norm Spaulding; Davis; pres. Homer Thieman, d.j. Jesse Owens Celebrating the cable cars It's Golden Anniversary Year for the Municipal Railroad System in San Francisco. In celebration local con- cerns decorated the cable cars. KCBS personalities and execs climb aboard International exchange The Berlin Wall is discussed by Col. Thomas Foote, Chief of Staff to the Berlin Commander (1) and Jefferson Standard gen. mgr. Charles Crutchfield on WBT show after latter's RFE tour Atlantic and Ayer get honorary "degrees" WBAL-TV, Baltimore, hosted Atlantic Refining and agency N. W. Ayer in ob- servance of 10 years of "The Atlantic Weatherman." I -r: Ayer a/e Jack McWil- liams; weatherman Al Herndon; Atlantic adv. mgr. Richard Borden; Atlantic re- gional mgr. Louis Madden; sin gen. mgr. Brent Gunts; Ayer's Jack Coverley-Smith SPONSOR I" NOVEMBER 1%2 59 inrmmninniifriTfnnfnniniiRfninnfifrHtnifnninntnmrrnrnnrrrnminmiirp WHAT ARE YOUR PHOTO REQUIREMENTS? iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuni iiiiiiii "HADIBUTKNOWN' w. hen we show a prospective client just a few samples of our publicity photography, he more-than-likely ex- claims, "Hadibutknownl" This puzzles us for a moment but then he con- tinues, nodding with approval. "Such fine photos," he says, "such fair rates ('did you say only $22.50 for 3 pic- tures, $6 each after that?') — and such wonderful service ('one-hour delivery, you say?') — why, had I but known about you I would have called you long ago." Well, next thing he does is set our name down (like Abou Ben Adhem's) to lead all the rest of the photographers on his list. Soon, of course, he calls us for an assignment and from there on in he gets top grade photos and we have another satisfied account. (Here are a few of them: Association of National Adver- tisers — Advertising Federation of America — Bristol-Myers Co. — S. Hurok — Lord & Taylor — New York Philharmonic — Seeing Eye — Visit- ing Nurse Service of New York.) Why don't you call now and have our rep- resentative show you a few samples of our work? >!lllll!llllllflllllllllllllllllllll!lll!lll!llllllll!llllllllllllllll[llllllillllll|]llllllllllllllllllllllllllllll IIIIIIII BAKALAR-COSMO PHOTOGRAPHERS 111 W. 56th St., NYC. 19 212 CI 6-3476 now the province of Needham, Louis & Brorby. Agency appointments: Gold Seal Products, Birmingham, to Noble- Dury, Nashville . . . Hostachem Corp. to Mann-Wesley division of the Wesley Associates, for Sorbiac . . . Vitamin Corp. of America, di- vision of Hazel Bishop, to Wermen 8c Schorr, Philadelphia. New quarters: Joe Wolhandler has moved his PR agency to 155 East 55th Street, New York 22. Phone: PLaza 9-2050. New v.p.'s: John T. Bruce, man- ager of the Portland, Ore. regional office, at Geyer, Morey, Ballard . . . T. Beverley Keim, general man- ager, at Soma Advertising Agency of Portland, from advertising di- rector of Wynn Oil. PEOPLE ON THE MOVE: Herb Gandel to media director of Rich- ard K. Manoff . . . Lawrence C. Puchta to account supervisor at Young Sc Rubicam . . . Robert Varian to account executive at Kenyon & Eckhardt, from Lehn & Fink brand manager . . . Fred A. Narciso to the copy department of N. W. Ayer, Philadelphia . . . Reece T. Clemens to associate marketing and research director in charge of industrial products at Meldrum and Fewsmith . . . Howard F. Ger- sten, Norman Vale and Theodore Angelus to account executives on Colgate-Palmolive at Lennen &: Newell . . . Jack Clyde Moser to director, tv and radio production, at McCurry, Henderson, Enright, Norfolk . . . Ruth Cerrone to vice president in the copy department, Donald Knoob to art director, John Voulgaris and Donald Spector to the copy staff of Cunningham &: Walsh . . . E. James Charlesworth, account executive, to the New York office of Needham, Louis &: Brorby from the agency's Chicago office . . . Henry Humphrey to account ex- ecutive at SSC&B . . . John Gosnell to copy director and Mrs. Frankie Abourjilie to radio-tv director at Atlantic National Advertising Agency. Associations Mel Burka, president of West Vir- ginia Broadcasters Assn., is spear- heading a drive for the establish- ment of a State Civil Defense Com- munications Network. In meetings with Governor Bar- ron, Burka pledged the facilities of all West Virginia Broadcasters toward such a network. In a similar move, the Oregon Assn. of Broadcasters has requested the FCC call a meeting of key broadcasters and communications officials in Oregon to study the establishment of an emergency communications network. Peggy Stone, president of Radio- TV Reps and Jay Victor of Jay Victor Associates, will helm as co- chairmen a new committee to find jobs for unemployed members of Broadcast Pioneers. The committee is a non-profit one which won't compete with em- ployment agencies. Requests will be held in confidence. PEOPLE ON THE MOVE: Jack Roth, president and general man- ager of KONO, San Antonio, has been elected president of the Texas Association of Broadcasters for 1963. Gene Hendryx of KVLF, Alpine, is the outgoing president. Tv Stations WJZ-TV, Baltimore, pulled off quite a sales coup in connection with its election night coverage. The story involves Gunthers Beer last on sale in the market two years ago. At that time it was the number two seller in Baltimore. Hamm's Beer bought Gunther out and killed the brand name. Now Hamm's, third beer in town, has decided to bring back Gunther. Re-introductory plans of Hamm and Campbell-Mithun called for an elaborate radio campaign start- ing 8 November on six local sta- tions, with no tv for a while. But they were so impressed with the WJZ-TV election night coverage that they decided to "jump the gun" a couple of days and sponsor the returns on the station. The new third station in Grand Rapids, WZZM-TV, signed on the air the first of the month. A special program marked the opening and was hosted by emcee Mike Hamlin. He introduced v. p. and general manager Mark L. Wodlinger who pledged that his 60 SPONSOR/ 12 November 1962 station "will be an integral part of the community with news, informa- tion, public service and entertain- ment through locally-produced and network (ABC) programs." A contingent from Peters, Grif- fin, Woodward was on hand for the occasion. Promotion note: a unique con- tract with WKMI, Kalamazoo, pro- vides for a blanket campaign by the radio station to create interest in the new tv outlet. In addition to promos, a news disbursement system has been arranged where WKMI will feed Kalamazoo news and receive news from the Grand Rapids station on a daily basis. If your station has been wondering about investing in tape facilities, you'll be interested in some of the positive values of the investment uncovered by TvB. The bureau surveyed 190 mem- ber stations and found: • Three-quarters had tape facili- ties. • Of those, 71% reported in- creases in local business because of tape. • 51% reported savings in man- power. • 49% use tv tape for sales meet- tings. • 86% use tape for preparing sales presentations for prospective advertisers. • 79% prepare commercials for prospective advertisers. Ideas at work: • WBZ-TV, Boston, has pub- lished an up-dated "Ad Man's Guide to Boston." It's a handy pocket-sized directory which in- cludes such information as names, addresses, and phone numbers of agencies, studios, film laboratories, news clipping bureaus, reps, sta- tions, publications, etc. Face lifting: KMTV, Omaha, has started construction on a complete new building front ("pre-cast, white marble exposed-aggregate" terraz- zo) scheduled for completion by the first of the year. Kudos: Charles Stanyan, KRON- TV, San Francisco, cameraman, won the top award for tv news photography in the first annual Professional News Awards presen- tation, sponsored by the Press and Union League Club. Also honored was "11 O'Clock News," for the best regularly-scheduled newscast in the area. Jerry Jensen is the newscaster . . . Rudolph O. Mar- coux, general manager of WLBZ- TV, was elected to the Brewer, Me., City Council. PEOPLE ON THE MOVE: Ernie Schultz to news director at WKY- TV, Oklahoma City, replacing Dick John who has moved to a Pittsburgh station . . . Rusty Bruton to production manager of WSB- TV, Atlanta, replacing Mark Toal- son who is on leave of absence and will return to the station shortly in another capacity . . . Jack C. Long to national tv sales manager for WSIX-TV, Nashville . . . Harold E. Carpenter to local sales manager of WPRO-TV, Providence . . .David Maxwell, formerly sales manager, to vice president and general man- ager of KLYD-TV, Bakersfield. Radio Stations Radio was used to tell radio's story at a recent presentation before the San Francisco chapter of the Sales Promotion Executives Assn. Members were somewhat sur- prised when six transistor radios, placed around the luncheon table, suddenly came alive with the sounds of a special Bay Area radio story. Chairman of the day Ron Wren, advertising and promotion man- ager of KGO, designed and built the miniature station. There is a dangerous drift toward de-emphasizing news in radio, ac- cording to John F. Box, Jr. The managing director of the Balaban stations also told the Dal- las convention of the BPA that the major need today in radio is "ex- perimentation of new programs and techniques." Ideas at work: • WKBW, Buffalo, disc jockey Dan Neavereth escorted the winner of the Savings Jamboree Magazine contest on a $2,500 shopping spree at the Adam, Meldrum & Adverson Department Store. • Tiny tots will jam the Main Ballroom of the Mayflower Hotel on 25 November for the annual WGMS, Washington, D. C, Na- tional Symphony Orchestra Tiny Tots Concerts. • WJAS, Pittsburgh, is saluting one mail carrier each day. Listen- ers nominate their carrier as the mailman of the month in the con- test. • KDKA, Pittsburgh, is celebrat- ing its 42nd birthday by reversing the tradition and giving away a gift instead of receiving one. The prize: a newly constructed A-frame cot- tage in the Bear Rocks resort com- munity in the Laurel Mountains. Listeners were asked to identify a series of mystery sounds on the air and suggest a name for the cottage. • There were a lot of people in Nashville over the weekend to cele- brate the Grand Ole Opry's 37th Birthday. And most of them were wearing bandannas, compliments of WSM, which was celebrating its 11th annual Country Music Festi- val. For Spanish stations: Tele-Radio & Tv Sales, the rep firm which han- dles the Spanish KEY Market Group, is syndicating a new series JACKSON, MISSISSIPPI 64 COUNTIES OVER V/2 MILLION PEOPLE anon JACKSON, MISSISSIPPI SPONSOR/ 12 NOVEMBER 1962 61 of 260 half-hour Spanish musicals for radio featuring Lucho Gatica, singing star. Happy anniversary: WKAT, Mi* ami, celebrated its 25th anniversary on 1 November. The station is still under its original ownership. Mrs. Ucola Katzentine, now president, founded the company with her late husband in November of 1937. Kudos: George Logan, WLW, Cin- cinnati, farm services director, has been presented the annual Spot- light on Dairying Award by the National Milk Producers Federa- tion for "using originality and skill in the presentation of significant trends and developments in the field of dairy farming." PEOPLE ON THE MOVE: Ken Maiden to promotion manager of WGBS, replacing John P. Hanly who resigned to join a Miami ad- vertising firm . . . Bob Blackburn to sports director of KEX, Portland . . . Paul Blanshard, Jr., to general manager of WFMZ, Allentown . . . F. Proctor Jones to director of sales ONE BUY! FOUR MARKETS! walb-tv • ALBANY • DOTHAN • TALLAHASSEE • PANAMA CITY GRAY TELEVISION . wjhg-tv , Raymond B. Carow |CH 7.PANAMAC|TY| General Manager M pla 366,000 TV HOMES * * ARB, Nov. '61 One buy— one bill— one clearance! Or stations may be bought individually for specific markets! Represented nationally by Venard, Torbet, McConnell, Inc. In the South by James S. Ayers Co. of WNAC, Boston, and the Yankee Network, from sales manager . . . Martin K. Hawthorne to account executive at WJW, Cleveland . . . Don E. Fuller, former regional and local sales director of WSJV-TV, South Bend-Elkhart, to commercial manager of WSJV. He'll continue to handle national sales for WTRC, Elkhart . . . Robert J. Zimmer- man, sales manager, to station man- ager of KRUX, Phoenix . . . Aline Daly to director of sales service for KMOX, St. Louis . . . William Walker, station manager, to vice president and general manager of KLYD, Bakersfield . . . Jim Mc- Quade, manager of financial and administrative services, to account executive at WCBS, New York, re- placing Bob Hoskins who joins CBS Radio Spot Sales. Win Gould, sales service manager, takes over for McQuade and Don Steffens, sports coordinator, for Gould . . . Doug Setterberg to commercial manager of KETO, Seattle. Networks Here's the ratings ranking of the top 15 network shows by Nielsen in the second October report for the two weeks ending 21 October. Homes Show Beverly Hillbillies Lucille Ball Ben Casey Bonanza Red Skelton Candid Camera Danny Thomas Andy Griffith Dr. Kildare Dick Van Dyke Hazel Jack Benny Ed Sullivan I've Got a Secret World Series M-F Note: Among these top TV has one show, CBS TV, 10 and NBC TV, four. (%) (33.7 (30.9 (30.8 (30.0 (29.0 (28.8 (28.8 (28.7 (26.0 (24.8 (24.5 (24.1 (23.9 (23.4 (23.3 (000) 16,783 15,388 15,338 14,940 14,442 14,342 14,342 14,293 12,948 12,350 12,201 12,002 11,902 11,653 11,603 5, ABC The Magnavox buy of the full NBC TV hour-long color special yesterday on the proposed National Cultural Center in Washington, D. C, was a conspicuously rare ex- ample of compatible commercial sponsorship. The tie-in defied the frequent agency plaint that networks, by keeping show content hush-hush in an effort to skirt sponsor inter- ference, discourage this kind of blend. ABC Radio has put together some figures on retail sales to laud cov- erage by its affiliates in the top 200 markets. According to the network, ABC Radio has more affiliates in these markets which account for 69.9% of all retail sales. PEOPLE ON THE MOVE: Ted Reinhard to regional manager, NBC Station Relations. He's been manager, NBC-TV Co-op Sales, since 1960. Reps The industry's search for the prop- er approach to computers contin- ues, with the latest review coming from rep circles. Daniel Denenholz, vice president and research and promotion direc- tor of Katz, offered four sugges- tions to station operators to help them "live with the computer." What he told the Ohio Assn. of Broadcasters last week: (1) Keep informed about what's going on. (2) Urge TvB and RAB to set up the necessary machinery to work with agencies and research services on data requirements. (3) In self-protection, be realistic about furnishing additional audi- ence data, preferably through syn- dicated services, to satisfy agency requirements once they are defined. (4) Encourage research designed to replace subjective assumptions with objective facts. The new role of the station rep— that is, as marketing adjunct of stations— was outlined by Young Tv's Robert A. Burke. The marketing and sales devel- opment director of Young's west coast operation told a San Fran- cisco seminar of Young-repped western tv stations that the rep now attempts to fill the role of marketing man in addition to his sales functions. Other subjects discussed: effec- tive local promotion and merchan- dising ideas in support of national advertiser campaigns, communica- tion between station and rep, im- 62 SPONSOR/ 12 November 1962 portance of greater cooperation be- tween western stations and the Los Angeles and San Francisco offices of Adam Young. Rep appointments: K.SL (AM & TV), Salt Lake City, to Peters, Griffin, Woodward, from Blair. New quarters: Peters, Griffin, Woodward has moved to new and larger offices in the Prudential Pla/a in Chicago. Kudos: Stephen A. Machcinski, vice president and general sales manager of Young Television, has been named chairman of the SRA Television Trade Practices Com- mittee, replacing Ed Shurick, re- cently-resigned from Blair Tele- vision . . . Martin L. Nierman, ex- ecutive vice president of Edward Petry, has been re-elected to the Board of Directors of the TvB. PEOPLE ON THE MOVE: Rich- ard Carleton Meeker, formerly ac- count executive at KNXT, Los Angeles, to the West Coast office of Adam Young . . . Irwin Spiegel to .1 promotional specialist in the New York office of Avery Knodel . . . Ray Padden to account execu- tive in the Los Angeles office of Venard, Torbet & McConnell . . . Robert A. Stuart to the Chicago iv sales staff of Katz. Film Watch for Japan to become a top outlet for U. S. tv export. This is the opinion of Willard Block, international sales manager for CBS Films. He's just returned from a Far East business trip where he made new sales or renewals on nine CBS entertainment series and a renewal of the news and public affairs contract with the Tokyo Broadcasting System. New developments in Japan, ac- cording to Block: • Despite the current quota, prices for top U. S. tv shows con- tinue to rise, in some cases as much as 25% in the last year. • Set circulation continues to in- crease, with the level today now 11 million homes serviced by 130 sta- tions. • The Japanese government has indicated that within the next two years the 10% of those imports still regulated will be decontrolled, including tv programs. Two Chicago advertising and film men have gotten together to form a new tv film and motion picture company. Called The Film-Makers, the company is headed by Lincoln Sc heurle, for 10 years a copy super- visor and tv-radio producer at JWT, Chicago, and Edward E. Katz, a financial and production expert in film enterprises. The concept of the new com- pany: to fill the gaps which exist between the film studio and the ad agency. They will work closely with the agency account group, selling the service function rather than the manufacturing function of the outfit. Film-Makers is located at 615 North W abash Avenue, Chicago. The independent film producing firm of QM Productions has be- come the fifth such to contract with Newsmakers in tv/radio advertising Roy Shapiro has been named as- sistant director of research for Westinghouse Broadcasting. He comes to WBC from ABC's re- search department, where he's been senior analyst. He formerly held a marketing research post at Benton & Bowies. Shapiro fdls the post vacated by James Yergin, who assumed the director of research post. George Schmidt has been elect- ed vice president of Radio T.V. Representatives, national rep. Schmidt, who has been with Radio T.V. Representatives for over five years as sales executive, has wide experience in the in- dustry. He was with WOR, New York, for over 20 years. He will also assume the duties of eastern sales supervisor. Bert Briller, formerly with ABC TV as vice president for affiliate communications and a member of the executive committee, has joined MPO Videotronics as as- sistant to the president. He'll head up the company's tv pro- graming. Prior to ABC, Briller was four years with Variety, and with WNEW and WOR, in New York. William H. Stipich will fill the newly-created post of director of market in» services for the Jos. Sc HI it / Brewing Co., reporting to director of marketing Fred Haviland, Jr. Stipich joined Schlitz in 1958 as sales promo- tion manager. Prior to that he was a merchandising and sales promotion executive with two Milwaukee breweries. SPONSOR/12 NOVEMBER 1962 63 United Artists Television for one or more network pilots. Headed by Quinn Martin, QM has already completed two scripts, one of which will go ro pilot tor ABC TV this season. Production agreement: Anilorms, a newly-patented technique for achieving instant animation on tape without the impediments of stop action, has signed an exclu- sive agreement to work with Video- tape Productions of New York. Sales: Tv Marketers sold its Tv 6 Pac series of Victor Borge-Selden Associates, VBS shows to WOR- TV, New York, and KTTV-TV, Los Angeles . . . King Features Syn- dicate's cartoon trilogy ("Beetle Bailey," "Barney Google-Sniffy Smith," and "Krazy Kat") to WPIX, New York, KTLA, Los Angeles, WTAE, Pittsburgh . . . Screen Gems' 156 five-minute Hanna- Barbera cartoons to 17 more sta- tions, upping total markets to 51 . . . Allied Artists Tv's Science Fic- tion Theater to WTVN, Colum- bus, WATC, Lafayette, WISN, Milwaukee, WLAC, Nashville, WSLS, Roanoke. New properties: Filmvideo Releas- ing Corp. of New York is distribut- ing "Kiddie Camera," a 150-epi- sode, five-minute series with a kid's eye view of the news. The tots make the news and narrate each sequence. Financial report: Trans-Lux earn- ings for the first nine months ended 30 September were up over the same period of 1961. Net profits amounted to $532,235 or 72 cents per share, compared to $465,815 or 63 cents per share in the corre- sponding period of 1961. PEOPLE ON THE MOVE: Sidney Ginsberg to assistant vice president of Trans-Lux Pictures Corp. and Harry Semels to production head of Trans-Lux Television . . . Bert Briller to assistant to the president of MPO Videotronics, from vice president for affiliate communica- tions at ABC TV. Station Transactions Cleveland Broadcasting, Inc., own- ers of WERE, Cleveland, is the latest to hop on the uhf band- wagon. The company has applied to the FCC for a construction permit for tv channel 19 in Cleveland. At present there are no uhf sta- tions operating in the Cleveland market, though three channels are available. KVON, Napa, Cal., has been sold by Mr. and Mrs. Jack Wallace to Jan-Lar, Inc. Lawrence B. Scheer is president of Jan-Lar and J. E. Lynne is secre- tary-treasurer. Price of the sale, negotiated by Blackburn & Co., was $275,000. check our "ratings," too, before buying or selling a broadcast property Join the hundreds of satisfied clients who have benefited from Blackburn's Total Fiew of TV and other media. Our analysis of the ever-changing market puts all of the facts — pro as well as con — in proper perspective. BLACKBURN & Company, Inc. RADIO • TV • CATV • NEWSPAPER BROKERS NEGOTIATIONS • FINANCING • APPRAISALS WASH., D. C. lames W. Blackburn lack V. Harvey loseph M. Sitrick RCA Building FEderal 3-9270 CHICAGO H. W. Cassill William B. Ryan Hut Jackson 333 N. Michigan Ava. Chicago. Illinois Financial 6-6460 ATLANTA Clifford B. Marshall Stanley Whi taker John C. Williams Gerard F. Hurley 1102 Healey Bldg. (Ackson 5-1 576 BEVERLY HILLS Colin M. Selph C. Bennett Larson Bank of America Bldg. 9465 Wtlshire Blvd. Beverly Hills, Calif. CRestview 4-8151 KBLF, Redbluff, Cal., was sold by Victor Industries of Chico. Buyers are North Sacramento Val- ley Broadcasters, a group headed by William Baumgarten, present station manager. Sale price was $120,000 and the transaction was handled by Lincoln Dellar, Beverly Hills. NBC's radio o&o in San Francisco, for 15 years known as KNBC, changed its call letters yesterday to KNBR (AM & FM). Reason for the change: NBC wanted to switch the "KNBC" letters to Los Angeles in place of the tv station designation in that city of KRCA. The FCC has approved the license transfer of WFOX, Milwaukee, to Fox Broadcasting from Howard Miller Enterprises. Purchase price: $385,000. Here and there: Indiana's newest tv station, WTAF-TV, Marion, be- gan regular telecasting operations on 3 November, operating on ch. 31. Robert Fincannon is general manager of the new station . . . S. S. Hazard, manager of the new Jackson, Mich., radio station sched- uled to start on or about 1 January, says the call letters will be WJCO, instead of the originally assigned WRST . . . Tom Davis, general manager of WAAF, Chicago, and Chicago public relations counselor Fred Livingston, have teamed up and filed application with the FCC for uhf channel 38. Partnership operates under the name Chicago- land TV, and is located at 218 E. Ontario Street, Chicago. Public Service There's a unique example of a community service project under- way in Portland, Ore. It's this: KEX will pipe in four newscasts a day to Tektronics, a local elec- tronics firm just outside the city. Tektronics requested the use of the newscasts at 9 a.m., 12 noon, 2 p.m. and 8 p.m. in order that they may be aired to its 5,000 em- ployees via the company's intercom system. Public service in action: • Every hour on the hour 64 SPONSOR/ 12 NOVEMBER 1962 WTAC's Emergency Message Cen- ter reaches the Flint-Saginaw-Bay City-Midland area with vital mes- sages for residents. The service is designed to contact people in the case of personal or business crises. • Doug Adair, WJW-TV, Cleve land, reporter, donated his time to do all the audio on the United Appeal's tv spot announcements. • KRON-TV hosted over 100 teachers of the San Francisco Pub- lic School District on Business Ed- ucation Day. Harold P. See, gen- eral manager, and Al Constant, station manager, welcomed the group and department heads ad- dressed them on various subjects of interest. • KEWB, Oakland, turned over the entire profits of its "Disc/Cov- eries" album to the Boys' Clubs of America. Check totaled $6,132.46. • KING, Seattle, host Pat Lewis salutes members of the Junior Safety Patrol each day on his "Traffic Jamboree." Program will continue throughout the school year. • WJBK, Detroit, has just pro- duced a new series of safety an- nouncements recorded by a group of Detroit youngsters ranging from six- 10 years of age and representing their various schools. • WCHS-TV, Charleston, W. Va., helped raise $30,000 for the West Virginia 1963 Centennial through a three-hour Telerama of- fered to all the other tv stations in the state and carried by them. Kudos: The Department of Health, Education and Welfare has lauded WLBW-TV, Miami, news depart- ment and director Paul Frank for their documentary "Picture of a Cuban" . . . A U. S. Coast Guard certificate of appreciation was pre- sented to WMAL-TV, Washington, D. C, in recognition of the sta- tion's 13-week series, "Safety Afloat," a course in small boat seamanship . . . KTBC-TV, Austin, won the Elkins Educational Trophy Award of the Texas Assn. of Broadcasters for efforts on behalf of education in its community . . . KDAL-TV, Duluth, won two of the Minnesota Education Assn.'s 1962 School Bell Awards. First, for having the best one or two-part education program on a commercial station and sec- ond, for the best series of education programs. SPONSOR /l 2 NOVEMBER 1962 Always the Winner In the Central New York Market! There's no beating the best. It isn't as if nobody tried. Competition is keen —and, to give credit where it's due, competitive programming often merits real praise. But when you consider that the programming service of WSYR-TV is under the direction of executive personnel with an average of 19 years broadcasting experience right here in Central New York, a top talent staff with an understanding of its job and its audience, and a firmly established tradition of being several laps ahead of the field- staying ahead comes kind of naturally. WSYR-TV does work at it, however, steadily and conscientiously. The results speak for themselves. ARB MARKET REPORT MARCH, 1962 Delivers 50%* more homes than Station B NBC Affiliate B7B7VVVVV. i/7 TTvvYV^ m=MMM- Channel 3 • SYRACUSE, N. Y. • 100 KW Plus WSYE-TV channel 18 ELMIRA, N.Y. Get the Full Story from HARRINGTON, RIGHTER & PARSONS 65 SELLER § VIEWPOINT PERRY S. SAMUELS General manager, WPTR, Albany-Troy-Schenectady What kind of a radio station are we? There is little doubt that the first consideration in the choice of a radio station is circulation. Ears are, after all, what an advertiser wants the most of for the least money, and the radio rating serv- ices provide the buyer with a meas- urement of gross ears reached. It is not surprising that, in addition, conscientious buyers insist on as much qualitative research as they can lay their hands on to fit media and product together as closely as possible. The radio industry has been un- der constant increased pressure from advertising agencies to pro- vide more extensive demographic research. We at WPTR are de- lighted because it indicates an in- creased attention to, and increased awareness of, radio's outstanding media efficiency. We have just sub- scribed to a major project of this kind. Let's take a hypothetical station, WZZZ. It provides the buyer with the quantitative research he needs to satisfy him that station WZZZ is his most efficient buy. Then he presents audience composition re- search regarding age, income, and any other that is available, again satisfying the buyer that station WZZZ is the most efficient vehicle for his client's advertising. After all is said and done, station WYYY (why? why? why?) gets the busi- ness, because in the words of the buyer, "we don't buy your kind of station." Horrendous? Not necessarily. There are unique situations which might justify this point of view. The kicker only comes when the WZZZ salesman asks the buy- er, "What kind of radio station are we?" and the buyer has no real idea. He knows that WZZZ plays pop- ular music, for example. He also knows, from the quantitative and qualitative research he has seen, the people to which the station ap- peals. Perhaps he argues about the amount and effect of public serv- ice broadcast by the two stations, the quality of the salesmanship of their air personalities, the alertness and production of its news depart- ment, the aggressiveness of the re- spective sales organizations in sup- porting the campaign locally through brokers and distributors, and the value placed on the sta- tions by local advertisers. Unfortunately for his client, Perry S. Samuels has been general manager of WPTR, Albany-Troy- Schenectady, N. Y., since February 1962. Prior to joining this station, he held the same position at WBNY, Buffalo. His earlier experi- ence includes five years as an ac- count executive for WMCA, New York, and on-the-air posts at other radio stations. Samuels is a grad- uate of the University of Illinois. more often than not he has no idea about these things and, what's worse, he cares less. In fact, he is surprised to have to admit he is buying a number of stations whose programing (at least the little he knows about it) is very similar to WZZZ's. No, he blindly and un- reasonably simply does not buy "that" kind of radio station (what- ever "that" kind of radio station is anyhow) . I can think, for example, of a number of popular music radio stations I have heard whose music fare examined in broad categories is very similar to WPTR's, whose approach to news length and sched- uling is very similar to ours and so forth, but who are as different from us as day and night. When I think of the differences in approach, at- tention to detail, public conscience, personnel, sales aggressiveness and effectiveness, and a myriad of other contrasts, I cannot help but be an- noyed at being grouped with them. I think it is only fair to mention the other side of the coin. There are many stations with whom we are often classed, whose proficiency in major and costly public service events, for example, we still can only strive for. How about network affiliates? Well, how about them? Some are the rating and audience leaders of their community. Some provide imaginative and impressive com- munity service. And some are buried in the morass of also-rans, depending on the networks and un- edited, unsupplemented wire serv- ice copy for their news, and de- pending on their laurels, and tv fa- cility to maintain their balance sheets. Right? Think about it. Then, "What kind of radio station are we?" Why not find out? More and more alert agencies (and clients) are hiring radio pro- gram specialists. Why not? More and more buyers are asking these program specialists and station sales representatives for informa- tion about the trulv important dif- ferences among stations. They're interviewing station executives in order to be more knowledgeable of station philosophies and policies. And in many cases they're getting the surprise of their lives. Ask them! ^ rtfi SPONSOR/ 12 NOVEMBER 1962 'SPOT-SCOPE I Significant news, trends, buys in national spot tv and radio Signs are appearing all the time that indicate a growing awareness on the part of advertisers regarding spot's effectiveness for various specifics. Latest example of this is the hefty campaign, out of Hoyt, on behalf of The New York State and New England Apple Institute. The breakdown: 115, spots per week for three weeks in the New York radio market; 68 daytime and evening spots per week in the New York tv market; 350 spots per week on New England radio. Coordinating with the Institute, the Western New York Apple Growers Assn., also Hoyt, bought 300 spots per week on 18 radio stations in Pitts- burgh, Erie, Scranton, Youngstown, Miami-St. Petersburg. The Kellogg Corn Flakes campaign (Burnett) still remains a standout in recent radio history because of its tv-sized budgets which provide mar- ket penetration. The buy includes several stations in each market. Five weeks ago the buy was expanded to include some southeastern markets. And there is strong feeling among reps and station people that Kellogg will eventually go national with the campaign because of its reported success thus far. Campbell's newest canned line, Bounty (NL&B), still doing very well in three tv test markets, has moved up the start dates in five additional markets. Expansion was to have taken effect today, 12 November. Reason for the delay until 26 November? Bounty's distribution structure is not thorough- ly established as yet. DeLuxe-Reading Toys, which found its maiden venture into spot tv fruitful beyond expectations last year, is pouring nearly $3 million into that medium this year via a heavy saturation campaign. Over 325 stations in some 200 markets are carrying the saturation spots in afternoon times with heaviest concentration on Saturdays. Thanks- giving specials and movies are also heavily slotted. The campaign, out of Zlowe, will be brought to a climax 15 December. Most notable spot tv news on Michigan Avenue is the spurt of business to come out of Foote, Cone & Belding, somewhat of a surprise to reps because of the agency's traditional bent for network. In addition to the Paper Mate buy reported last week, FC&B has also made a sizeable spot purchase for Kleenex. Schedule is to promote the recent variations on its new packaging concepts and sizes. Armour's Prin- cess Dial is also doing some spot tv buying out of the agency. For details of last week's spot activity see items below. SPOT TV BUYS Lentheric is expanding its Christmas promotion of Tweed. Tv test mar- kets will be used starting 27 November and schedules call for 10 and 20- second announcements. Agency on the account is Altman. Stoller, Chalk Advertising. Simoniz is lining up day and nighttime minutes in preparation of a six THE ROAD TO MARKET MUST PASS MAIN STREET To reach Main Street, U.S.A., turn at Mutual. Main Street, U.S.A. is the big "buy-way"— the street that sells through local radio. Mutual owns Main Street, U.S.A. lock, stock and big town— with 453 local affiliates everywhere. If you want to sell where the buying is biggest, check the signpost, turn at Mu- tual. LANDMARK: Mutual delivers 97 of the top 100 Main Streets in America. mutual Radio I am A Service to Independent Stations SPONSOR/ 12 November 1962 67 'SPONSOR President and Publisher Norman R. Glenn Executive Vice President Bernard Piatt Secretary-Treasurer Elaine Couper Glenn EDITORIAL DEPARTMENT Editor John E. McMillin News Editor Ben Bodec Managing Editor Mary Lou Ponsell Senior Editor Jc Ranson Chicago Manager Gwen Smart Assistant News Editor Heyward Ehrlich Associate Editors Mrs. Ruth S. Frank Jane Pollak William J. McCuttie Barbara Love Art Editor Maury Kurtz Production Editor Mrs. Lenore Roland Editorial Research Cathy Spencer Special Projects Editor David Wisely ADVERTISING General Sales Manager Willard L. Dougherty Southern Sales Manager Herbert M. Martin, |r Western Manager John E. Pearson Northeast Sales Manager Edward J. Connor Production Manager Leonice K. Mertz Sales Service Secretary Bette Solomon CIRCULATION Manager Jack Rayman John J. Kelly Mrs. Lydia Martinez Sandra Abramowitz Mrs. Lillian Berkof ADMINISTRATIVE Business Manager C. H. Barrie Assistant to the Publisher Charles Nash Accounting Mrs. Syd Guttman Reader Service Dorothy Van Leuven General Services George Becker Madeline Camarda Michael Crocco Rose Alexander Staff 'SPOT-SCOPE Continued to eight weeks campaign to push its Vista-Kit. Starting date is set for I January 1963. The top 100 markets will be involved in the activity. Agency is Dancer-Fitzgerald-Sample, New York. Marty Ozer is doing the buying. Tussy Cosmetics kicks off on 12 December with a three-week, pre-Christ- mas campaign. Schedules of minutes and 20's will run in several selected markets. Young & Rubicam is the agency on the account. Vick Chemical has some action going in some 40 markets for its Tri- Span cold tablet. Duration of the campaign which began 1 October, is II weeks. Nighttime fringe minutes plus a scattering of prime time min- utes are being used. Agency: SSC&B. Buyer: Wayne Silbersack. Vick is also active in 30 selected markets for its Sinex on a 10-week run. Start- ing date was 1 October. Schedules call for fringe nighttime minutes and occasional prime time minutes. The push is slated for a week-long hiatus during the Thanksgiving holiday. SPOT RADIO BUYS Appian Way Piza, a new item, is buying a 13-week schedule in major markets. Target of the campaign: the teenage market. The buy is out of Foote, Cone & Belding, Chicago. Florists' Telegraph Delivery Assn. is buying pre-Thanksgiving and Christ- mas saturations from one of the most extensive market lists to appear in a long time, in order to reach a mass audience for a seasonal push. Agency is Keyes, Madden & Jones. Kitchens of Sara Lee will run a two-week radio campaign concurrent with its tv spot schedule, reported here last week. This is a pre-Christmas push for coffee cakes. Radio is being bought in markets not equipped to handle Sara Lee's taped tv commercials. Agency: Hill, Rogers, Mason & Scott. The Book of the Month Club has a small campaign going in a number of selected markets. Schedules call for 30's and 10's. Agency is Schwab, Beatty k Porter. Vick Chemical today, 12 November, takes the lid off a 10-15 week drive for its Vapo Rub and Cough Drops in some 50 or 60 markets. Schedules call for drive time minutes. Agency: Morse International. Buyer is Mar) Ellen Clark. Other Vick radio action includes a test campaign in Cin- cinnati, Milwaukee, Grand Rapids, and Huntington, W. Va. for its Theracin. Morning drive time minutes are being used. The test in these areas began 15 October and is scheduled to run through 16 December. SSC&B is the agency. Wayne Silbersack is the buyer. Candettes, Pfizer Products' medicated throat discs, has some action going in nearly all the top markets. The campaign, scheduled for a 19-week run, got off the ground last week. Time segments: Traffic and housewife times. Ted Gotthelf is the agency. The buyers: Virginia Burke and Marge Monahan. 68 SPONSOR/ 12 NOVEMBER 1962 WKZO RADIO MARKET COVERAGE AREA • NCS '61 ^.|i||i||,i|i,iui]j:i||flH!ni'iii'im^,imB BUT... WKZO Radio Is Heard Most in Kalamazoo - Battle Creek and Greater Western Michigan! Count the decibels! — NCS '61 credits WKZO Radio with more circulation than any radio rival; with 40.4% more than all other Kalamazoo stations put together. More: Pulse (Sept. '61) shows WKZO Radio outrating all competitors in Kalamazoo-Battle Creek and Greater Western Michigan in all 360 quarter-hours surveyed. Still more: Greater Western Michigan is growing fast. Sales Management has predicted that Kalamazoo alone will outgrow all other U.S. cities in personal income and retail sales between 1960 and '65. Let your Avery-Knodel man tell you the rest of the story %\Vhcn Krakatoa (Indonesia) erupted in 1883, the explosion was fa loudly 3,000 miles away. &he ^tetyek MUimA WKZO KALAMAZOO-BATTLE CREEK WJEF GRAND RAPIDS WJEF-FM GRAND RAPIDS-KALAMAZOO WWTV-FM CADILLAC TELEVISION WKZO-TV GRAND RAPIDS-KALAMAZOO WWTV/ CADILLAC-TRAVERSE CITY /WWUP-TV SAULT STE. MARIE KOLN-TV/ LINCOLN, NEBRASKA /KGIN-TV GRAND ISLAND, NEB. WKZO CBS RADIO FOR KALAMAZOO-BATTLE CREEK AND GREATER WESTERN MICHIGAN Avery-Knodel, Inc., Exclusive National Representatives If you lived in San Francisco . . . . . .you'd be sold on KRON-TV SPONSOR THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE A'; ******* IRY 19 NOVEMBER 1962— 40c a copy / $8 a year COMMERCIAL TESTING-HERE TO STAY p. 3i Los Angeles as a broadcast ad center p. 40 W AVERAGING 8.8 ADVERTISER SPOTS PER HOUR.. f timer Bros. Television Division • 666 Fifth Ave., Mew York, Mew York • Ci 6-1000 NIELSEN MARKET COVERAGE AREA Map © 1962 A. C. Nielsen Co. There are 175,000 farms in WHO Radio's NCS '61 area! What can you sell to families whose incomes are over $14,000 per year — in New York — or Cleve- land — or in Iowa Plus? The average farmer in Iowa has an annual income of $14,177. His family buys exactly the same things as similarly prosperous families anywhere — plus the feeds, fertilizers, etc. they buy for their farm- business activities. Yet Iowa farms account for only HALF of Iowa's "spending money"! WHO Radio's NCS '61 proves that WHO Radio reaches 354,050 homes weekly, in the 117 counties shown above. And with radio, you know you don't get much "switching around" — the station that's listened-to-most is really "listened-to most of the time." (Source: Whan Surveys) Ask PGW for all the facts on one of the greatest advertising bargains in America. WHO for Iowa PLUS ! Des Moines . . . 50,000 Watts . . . NBC Affiliate Peters, Griffin, Woodward, Inc., National Representatives PULLING POWER-SELLING POWER OF WPEN DEMONSTRA TED IN AMAZING RESPONSE T0-- "HAWAIIAN HOLIDAY" *^*^«£*^^*y*^«^«^*,^y* */+ */* '/+ '/*■ '/+ */+ */+ */+ '/+ '/+ '/+ '/+ '/+ '/+ y+ */+ '/*■ y Outsells all other stations ... and in less time, too . . . If ever we had proof of our own strength, this Hawaiian Vacation promotion was it. In quantity, in quality. Here was action. Fast action. An $80,000 sale, outpulling, outselling every other radio station in town — and in less time. Customers are customers, whether they buy Hawaiian vacations or packaged goods. You'll find more of them and in a better buying mood on WPEN. IF YOU HA VE A PRODUCT TO SELL YOU'LL BE INTERESTED IN THESE STATISTICS OF THE HAWAIIAN HOLIDAY 1,000 inquiries were received in the first 28 days. Within 45 days, the Travel Agency received 45 deposits ... a month later a Northwest jet took off with a pay load of 100 passengers . . . cost of the tour was $800 per person . . . average conversion of inquiry for a trip of this nature is 1%. The WPEN conversion was 10% . . . each guest spent $400 over and above the cost of the trip on luxuries and extra services, more than any other group ever handled by the Travel Agency. It's obvious . . . if you're thinking of selling Philadelphia, start where the selling is easy ... on PHILADELPHIA Represented nationally by AM Radio Sales Company SPONSOR/ 1«J NOVEMBER 1962 I Call your WLW Stations' Representative . . . you'll be glad you did! WLW-T Television Cincinnati WLW-C Television Columbus WLW-D Television Dayton WLW- 1 Television Indianapolis Crosley Broadcasting Corporation SPONSOR/ 19 November 1962 m *^^ ta ^n^n iiim-ii,, V 1 1 1 ITTTTI 1 13 #1 Btelstar IOR 'SPONSOR 19 NOVEMBER 1962 Vol. 16 No. 47 SPONSOR-WEEK / News P. 11 Only KELO-LAND TV makes your message viewable in every city, town and tv home in this major market. Other stations — even groups of stations — leave large portions of it untold, un- sold. But on KELO-LAND TV your one commercial film or live message whips out automatical- ly, simultaneously, through KELO-tv, KDLO-tv and KPLO- tv (our electronically intercon- nected stations) to blanket the whole market. All 1<)"> counties. 276,560 tv homes. 1,148,100 men, women and children. And at the cost efficiency of a single- station buy! CBS • ABC kelQland KELO-tv SIOUX FALLS; and boosters KDLO-tv Aberdeen. Huron. Watertown KPLO-tv Pierre, Valentine, Chamberlain |0E FLOYD, President • Evans Nord, Exec. Vice Pres. 6 Cen. Mgr. Larry Bentson, Vice-Pres. Represented by H-R Top of the news p. 12, 14 / Agencies p. 66 / Advertisers p. 66 / Associations p. 68 / Tv Stations p. 69 / Radio Stations p. 70 / Net- works p. 70 / Representatives p. 71 / Film p. 72 / Station Trans- actions p. 72 / Public Service p. 72 SPONSOR-SCOPE / Behind the news P. 19 COMMERCIAL COMMENTARY Media a ISIS P. 26 KEY STORIES TV COMMERCIALS: IS TESTING HERE TO STAY? There lias been a rapid rise in the number ol research organizations testing commercials. Both proponents and critics of testing air their views. p_ 31 FILM SYNDICATION'S CHANGING FACE / Firms reveal activities and plans and acknowledge sales assists from station reps; adopt "wait-see" stance on block booking decision. p_ 34 FLASHLIGHT SALES UP 250% WITH TV / Extraordinary suks jump for Gulton's flashlights alter brief 1961 campaign, leads firm to consider year-round campaign and advertise other items. p_ 36 AD EXEC OPENS UP EASTERN'S STRATEGY sponsor interviews George Howard, Eastern Airline's new director of advertising. Changes on the horizon, but radio definitely "in." p_ 38 "FORTUNE'S" UNFORTUNATE TV GUESS TvB president Norman Cash exposes 1958 prophecies ol Luce magazine article. "Tv: The Light That Failed," with recent facts and figures. p_ 39 WHAT THE AD WORLD IS LIKE IN LOS ANGELES / Now it's the No. 4 ad city in the U. S. This special report describes broadcast ac- tivity stemming from L.A., discusses its future. p. 40 SPOT SCOPE / Developments in tv /radio spot P. 75 TiMEBUYER'S CORNER / Inside the agencies P. 48 WASHINGTON WEEK / FCC, FTC and Congress P. 55 SPONSOR HEARS / Trade trends and talk P. 56 DEPARTMENTS 555 Fifth p. 6 / 4-Week Calendar p. 6 / Radio/Tv newsmakers p. 69 / Seller's Viewpoint p. 74 SPONSOR PUBLICATIONS INC. Combined with TV (g). V. S. Radio ®. U.S.FM ®. «''«•» Executive. Editorial, Circulation, and Advertising Offices: 555 Fifth Ave., New York 17. 112 MUrray V*. Hill 7-8080. Midwest Office: 612 N. Michigan Ave., Chicago 11. 312-664-1166. Southern Office: 3617 |l||i\,,Elghth Ave. So.. Birmingham 5, 205-322-6528. Western Office: 601 California Ave., San Francisco •liT'*8, 415 YU 1-8913. Los Angeles phone 213-464-8089. Printing Office: 3110 Elm Ave.. Baltimore /s° 11, Md. Subscriptions: U. S. $8 a year. Canada $9 a year. Other countries $11 a year. Single r«l»* copies 40c. Printed U.S.A. Published weekly. Second class postage paid at Baltimore. Md © 1962 SPONSOR Publication! Inc. SPONSOR 1!) NOVEMBER 1962 '555/ FIFTH Letters to the Editor HOURS OF TV PROGRAMING Somewhat belatedly, it is true, my attention has been drawn to a statement in your issue of 15 Octo- ber (page 19) , which leads me to suppose your Sponsor-Scope is a lit- tle out of focus. You state the ". . . news division of NBC TV is the biggest manufac- turer ... of tv programing in the world . . . delivering 698 hours of programing." The Annual Report for the year 1961-62 presented recently by the BBC contains these figures: "Talks, Documentaries and other informa- tion, 642 hours; News, Weather and other News programmes, 278 hours." Taking only a small percentage of the latter figure as falling into the category of programing covered by NBC News and Current Affairs, we may safely claim to exceed their total. fn addition, our outside broad- cast department contributes 555 hours, some of which would fall into the same classification, whilst sports news and reports contrib- uted a further 65 hours. Without in any way wishing to belittle the achievements of NBC News, who are our very good friends, f thought this information would interest you. DENNIS SCUSE, representative in the United States, British Broadcasting System. SPANISH MARKET I liked the articles on the Spanish market (5 November) very much and found them well written, in- formative and of great value from a marketing standpoint. Aside from seeing one's face staring across a printed page at you, which was most intriguing, I believe this is the first clear picture of the Spanish market in the U. S. which has ever been written to date, as you are aware by now of the confusing facts and figures. FREDA ROTHE, Spanish International Network Sales, New York. NEGATIVE RADIO SELLER HAVE READ DOWNEY'S SELL- ER'S VTEWPOINT (5 NOVEM- BER) WITH GREAT AMUSE- ^4-WEEK CALE AR NOVEMBER National Assn. of Broadcasters fall con- ference: Sheraton-Portland Hotel, Portland, Ore., 19-20. Oregon Assn. of Broadcasters annual fall meeting: Sheraton-Portland Ho- tel, Portland, 20. Guest banquet speaker will be NAB president Le- Roy Collins. Detroit Station Representative Assn. luncheon meeting: Sheraton-Cleve- land Hotel, Cleveland, O.. 20. Guest speaker: Commissioner Robert E. Lee of the FCC. ABC Radio-Sindlinger symposiums: De- troit Athletic Club, Detroit, 27: Sheraton-East Hotel, Chicago, 28. Subject: effect of Sindlinger reports on advertisers. Electronic Industries Assn. committee. section, division, and board meetings: Jack Tar Hotel, San Francisco, 27-29. Advertising Research Foundation mid- western conference: Ambassador West Hotel, Chicago, 29. Theme of con- ference: "The Ideas Behind Agency Computers." Advertising Federation of America board meeting: Poor Richard Club, Phila- delphia, 30; eighth district meeting: Red Carpet Inn, Milwaukee, 30-2 December. DECEMBER NBC Radio and Tv Affiliates meeting: Americana Hotel, New York, 4-5. Academy of Television Arts & Sciences meeting: Hollywood (place to be an- nounced) , 10. Feature: BBC docu- mentary film, "Television and the World." Assn. of National Advertisers first crea- tive workshop: Hotel Plaza, New York, 11. Subject: management tech- niques in using creativity in adver- tising. MENT. DID NOT KNOW THERE WERE ANY MORE NEGATIVE SELLERS IN MA- JOR MARKET RADIO BUT YOU HAVE UNCOVERED ONE. BELIEVE EVERY NEGATIVE DEMANDS A POSITIVE SO HERE IS MY SIDE OF THE MAGNET. Mr. Downey sounds as if he is crying in the wilderness to have his station recognized by somebody — anybody — as a beacon in a fog of faddist-followers. In so doing, he should step out of the cumulo-nim- bus himself. After admitting that stations cur- rently playing music will surely "get-the-ratings," Downey feels that "Next month (or year) perhaps Viennese Waltzes or South Ameri- can Tangos may hold sway." If this happens, he presumes that those stations currently playing popular music will be out of the money, out of the running. He blithely overlooks the fact that if Viennese Waltzes become over- whelmingly popular — they will then be the popular music — and the popular music stations will be playing that music. Downey next opines that "Time- buyers and account executives are steering away from the purchase of 'just ratings'." This is not only academic — but the school of deep- er search has been a going concern for quite a few years, in quite a few agencies. However, there's not a buyer or an account executive worth his salt who doesn't know that large majorities give the larg- est and best of all things — and this is true for politics, harems, and pearl divers. Downey's continued wish to know all the socio-economic statis- tics on all his listeners is a real pipe dream. First of all, it is at best totally impractical — as he should know — having programed a major market tv station whose sales force knows only too well the desirability of a 20-second adja- cency to Lassie and Dennis the Menace. This — with a total dis- regard for audience composition. Total qualitative data? Credit- cards? Bunk! When you out-peo- ple the competition, Mr. Downey, you outsell them. On everything. TED SMITH, KQV, Pittsburgh. SPONSOR/ 19 NOVEMBER 1%2 HOW WXYZ DOMINATES DETROIT... PDQ! B * i o a s i o z T V or ' I N o " N "f E " I C » fl» B " Ml^ A O R° 4. D Tl H • O^J *N • e *T * £N' o o .7of° O ^ JE 07 7 7 October 2, A962 *, Robert Se^el-o ft. Preset le°de ' c >W Screen Gems Ool ke* both . i «« or tne »» ,rtm\nated W» ..ca\ome, * Since *e *f rf • n« d«o.n ^ ^^ u Thursday, ** « 5. A and u arV ^ A 6. 3. . rtUenomena». d are Meed\ess to say. d-ing v/eeks /- > / position ot ^ ^StvO- / /jobn F . p president \va\\ Another City... Another Success... for the COLUMBIA POST-48's! Sam Distributed exclusively by f SCREEN W GEMS, mc. there's news and there's SPONSOR/ 1 9 NOVEMBER 19« You can give the headlines in a minute. Do a quick fill-in in five. Or you can give New York the kind of a news show the big city deserves. The Big News. One solid jhour, every weekday, 6-7 PM. Not just the top of the news. Not just the outline. But all the news in all its dimensions. The first complete report of the day. International, national, And not just the words either, delivered by a stand-up announcer. But the sights and sounds brought to you by news reporters and brought to life by features and personalities. Which is why The Big News is hour news. If you haven't caught it, do so. You'll agree, we think, with the N.Y. Herald Tribune's appraisal: "...fairly bubbled with urgency, impact and interest!' most personable new news team, do the metropol- itan news. Ron Cochran does the international and national news. Howard Cosell is on sports. Rosemary Haley on the weather. Again from the Herald Tribune:". ..most exciting new contribution to the local TV scene we've seen in months." From this kind of excitement smart New Yorkers metropolitan news. Sports and weather. As well it should. Bill Beutel and Jim Burnes, a get to be smarter. Smart sponsors happier. r THE BIG NEWS, S-7PMW£EKDAYS,WABC-TVCHANNEL7 AN ABC OWNED TELEVISION STATION SPONSOR/ 19 November 1962 WNEM-T CHANNEL 10 SPONSOR/ 19 NOVEMBER 1962 'SPONSOR-WEEK Top of the news in tv/radio advertising 19 November 1962 TRAVELERS PUTS UP $2.8 MILLION FOR NEWS DOCUMENTARIES CBS TV and Young & Rubicam achieved between them quite a coup in land- ing Travelers Insurance as the weekly two-thirds sponsor of CBS Reports next fall. The deal involves $2.8 million — all newly appropriated tv money — and four commercial minutes a wreek for 28 weeks. Dave Bradshaw of YScR and John Karol of CBS TV worked together closely on this one. Travelers will go on co-sponsoring the Masters Golf Tournament. At present there are 1 1 insurance companies in tv. FIRST SALE MADE OF 1963-64 SEASON First network buy of the 1963-64 season was consummated last week by Col- gate (D'Arcy) for Harry's Girls, a show to be shot by MGM-TV in England. It will go on NBC TV. Series is said to be first overseas-produced show7 de- signed specifically for U. S. tv and sold by an American producer. CANCELLATIONS OVER HISS AIRING CUE CENSORSHIP ROW The right of sponsors to censor news treatment by cancelling their contracts for programs which had nothing to do with the broadcast at issue took last week's network tv spotlight. The cancellation attempts stemmed from the use of Alger Hiss on Howard K. Smith's political obituary on Richard Nix- on over ABC TV. The advertisers who wanted out from their ABC TV commitments were Kemper Insurance, which is headed by former republican treasurer James Kemper, and Schick Razor, whose president Patrick Frawley is a backer of extreme rightwing movements on the west coast. Both Newton Minow and LeRoy Collins got into the situation. The FCC chairman said he would look into the blacking out of the Smith show by Triangle's Phila- delphia and New Haven stations and also their excision from an ABC TV newscast of a reference to this action. The NAB president describes as "cen- sorship" the pressure behavior of advertisers in the matter, "if there has been any." CBS News division president Richard Salant came to a competitor's side by saying he was "distressed at the pre-broadcast efforts to suppress any part of the Howard K. Smith broadcast and the pre-broadcast actions by ad- vertisers and others to punish ABC." ABC TV AFFILS TO DISCUSS HISS-NIXON UPROAR It was expected that traditional concerns such as ratings would occupy most of the agenda of the ABC TV affiliates meetings, scheduled for the 26th. 28th, and 30th of this month in New York San Francisco, and Chicago. But a late- breaking controversy may have been added to the agenda: Alger Hiss's ap- pearance on Howard K. Smith's show on Nixon. KAISER EXPANDS FM HOLDINGS Kaiser Industries has acquired KBAY-FM, San Francisco, from International Good Music for a reported price of SI 00. 000, subject to FCC approval. SPONSOR 19 NOVEMBER 1962 11 'SPONSOR-WEEK Top of the news in tv/radio advertising (continued) TV B: MEDIUM SHAPES PUBLIC OPINION ON COMPANIES The "Jericho" presentation delivered Friday at the TvB annual meeting in New York underlined the role tv plays in shaping corporate images and in the way the public feels about large companies. The elaborate presentation argued that tv must be used to involve public feelings about corporate activ- ity and to forestall apathy and disinterest. 4 As ON "WHERE ARE WE GOING IN TELEVISION?" Lee Rich, Benton & Bowles senior v. p. on media and programing, assumed a more or less challenging role during a panel discussion at the Eastern Four A's meeting in New York last w^ek. Rich's crystalballing, in essence: 1) in another two or three years at least two tv networks will be operating totally on the magazine concept; 2) the whole process of network selling will get around to prices being based on cost-per-thousand; 3) tv station ownership is approaching the point where their power will make it imperative for na- tional sponsors to deal with them directly on programing. Another partic- ipant in the panel, Bates' Dick Pinkham, observed that the tv honeymoon was over for the advertiser and that tv stations and networks ought to take this situation into serious account in their economic thinking. CBS TV's Mike Dann remarked that the networks face a shortage of new product for next season. He said that Hollywood had in production 50% fewer one hour pro- gram pilots than for the year before. ABC RADIO TAKING SINDLINGER STORY TO AGENCIES ABC Radio, which put on a presentation of its new Sindlinger ratings service before about 100 agency people in New York last week, is taking its story to Detroit and Chicago. Backbone of the presentation is Sindlinger's own expla- nation of how he measures people, not homes, to obtain listening data. ABC was pleased with the agency turnout at the New York presentation and re- ported agency interest, including 40 minutes of questioning. Trade observers are watching very closely to see if the agencies give their stamp of acceptance to the new service. HARPER: A LIMIT TO ADVERTISING SATURATION? Interpublic chairman and president Marion Harper, Jr., speaking at the 4A's regional eastern meeting in New York last week, asked whether there is a nat- ural limit to the volume of advertising. He suggested voluntary controls might be needed before "advertising's decibel level has come to the limit of public endurance." Since advertising is expected to reach about $25 billion a year or 3,000 advertising messages a day per person in about a decade, he won- dered whether the public would tolerate it. He said: "We are kidding our- selves if we think that the age of laissez-faire is over for everything but adver- tising." Hinted Harper, "As an industry, it is entirely in our self interest to muffle the sound." SPONSOR-WEEK continues on page 14 12 SPONSOR/ 19 November 1962 Alcoa wraps up Philadelphia To help gain its marketing- goals in the Phil- adelphia area, Alcoa buys an exclusive year- round radio campaign on wip. Alcoa employs an attention-getting sched- ule of 48 weekly selling messages to promote its own and its customers products (Alumi- num Wrap... boats, motors and scores of items made from Alcoa Aluminum). "Your merchandising and promotional efforts arc without peer,"reports Mr. Don W Strassner, Alcoa's Philadelphia District Sales Promo- tion Manager. "Many of the things that you at wip did in support of our Consumer Dura- ble Program were then funnelled into Pitts- burgh, and in turn, sent out into the field." You too can package your campaign for maximum dollar returns. Contact Harvey Glascock, Y.P and General Manager or Metro Broadcast Sales because... Nice things hap- pen to people who listen to (and advertise on), WIP 610, Philadelphia METROPOLITAN BROADCASTING RADIO REPRESENTED BY METRO BROADCAST SALES A DIVISION OF METROMEDIA, INC. 'SPONSOR-WEEK Top of the news in tv/radio advertising (continued) CORNING SAYS TV BEST FOR PRODUCT NEWS Amory Houghton, Jr., president of Corning glass, stated last week at the TvB annual meeting that he thought tv best for getting new product news to the public. Corning sponsored the Lincoln Center opening to announce its new development, Chemcor. By contrast, it used mainly print media to introduce Pyroceram back in 1957. Houghton also gave a major boost to color tv, call- ing it the most important advertising development since black-and-white tv was introduced. He regretted color facilities were lacking for the Lincoln Center telecast. COURT REVERSES NLRB DECISION IN KXTV CASE The Ninth Circuit Court of Appeals last week reversed the NLRB decision in a case involving secondary boycott by NABET and AFTRA against adver- tisers and clients of KXTV, Sacramento-Stockton. Corinthian announced it intends to sue the unions for damages and injury resulting from unlawful activity. MANOFF: IMAGE WORSHIP IS THE NEW IDOLATRY Richard K. Manoff, chairman of the agency of the same name, ripped into worries over corporate images in an address last week before the Annual Mid- Atlantic Regional Industrial Advertising Conference. He denied that such images had much to do with the realities of product advertising. Said Manoff: "Let it be clear from the outset that I am not against building the Corporate image. Nor am I for it. I am simply indifferent to it." HURLEIGH: AN AUDIT BUREAU FOR RADIO? Mutual Broadcasting System president Robert F. Hurleigh, speaking last week before the Advertising Club of Washington, D. C, suggested that what ra- dio needed most was "a survey of the listening audience which would be as impressive and as immediately acceptable as the Audit Bureau of Circula- tion." Noting the higher audience shown in the Sindlinger report for ABC Radio, Hurleigh deplored confusion, as when agency Pulse spot figures show higher totals for 30-40 markets than Nielsen network figures. He proposed to RAB that it take the lead in working toward the development of improved ratings services. FORTUNE'S "LIGHT THAT FAILED"— 4 YEARS LATER TvB's Norman Cash last week took a look at the dire predictions regarding tv made in 1958 by Fortune magazine — and compared the predictions with tv's actual performance in the last four years. (For story, see p. 39.) PATHE SELLS NEGRO TV PROGRAMING TO POSNER Hamilton Posner has acquired ownership of a $250,000 package of thirteen half-hour programs made by Pathe for the Negro market. Posner specializes in cosmetics for the Negro market and series will be placed in New York and 30 other markets under title "Posner Presents." Package is called a significant break-through for Negro talent and programing. SPONSOR-WEEK continues on page 66 14 SPONSOR/ 19 November 1961 STAND BACK— PROTECT THE WOMEN AND CHILDREN— THE STAMPEDE IS ON What stampede? Why the stampede by the "Thought Leaders" in the TV industry to jump on that l'il ole UHF Bandwagon — That's what stampede. So welcome to the "WALUHF" Club . . . (We All Love UHF) all you "Thought Lead- ers." Welcome "Pat" — Welcome Transcon- tinent — Welcome Cleveland newspapers. Welcome all the sharp operators who can forecast a profitable trend in the future of the UHF industry. A trend that we've been aware of for years but which has had little if any effect on the media experts. Now that the "Thought Leaders" of the in- dustry have shown their interest in UHF, I assume that everyone will suddenly discover a "new, effective, efficient, hard-hitting selling media" right under their noses. a statement of WWLP & WRLP SPRINGFIELD — MASS. — GREENFIELD (Television in Western New England) by William L Putnam For those startled by the "new" develop- ments in UHF, WWLP, Channel 22, Spring- field, Mass., and WRLP, Channel 32, Green- field, Brattleboro and Keene, will be happy to provide additional information on how suc- cessful UHF really can be. For the past ten years, we, despite some opposition (legal and otherwise) from late-blooming VHF's have been providing our viewers with the finest in programming (NBC) and our advertisers with the most effective and profitable sales cam- paigns in Western New England. We're happy to see the "wheels" take such an interest in UHF. Now, perhaps, all those media people will begin to believe what we've been saying all these years. UHF can be the ultimate in achieving maximum sales for minimum dollar value, the "sine qua non" of any sales function. Represented nationally by HOLLINGBERY SPONSOR/ 19 NOVEMBER 1962 15 Story of The PGW Colonel. . . A Beat Seller For More Than 30 Years ON THE GO! HE KNOWS THE PRODUCT HE SELLS PGW Radio Colonels and Television Colonels worked for radio and television stations for 172 years before joining our company. Those were valuable years— to all of us. Because of them, every PGW Colonel knows more about the product he sells— and presents it more usefully. That' 8 why the Colonel is always on the go! , INC. Pioneer Station Representatives Since 1932 NEW YORK ATLANTA DETROIT FT. WORTH MINNEAPOLIS LOS ANGELES CHICAOO BOSTON ST. LOUIS DALLAS PHILADELPHIA SAN FRANCISCO in the 18 A vast ocean of air perpetually in motion . . . this is WEATHER! IN SHREVEPORT — as elsewhere — WEATHER is an important news-maker ... and KTAL-TV treats it so! KTAL-TV is the only television station in the area with its own staff meteorologist, Col. George Sickels (USAF-Ret.) . . . the only station using weather-radar to forewarn viewers of rain, hail, tornados, frontal movements . . . the only station with dynamic "Weather-ln-Motion" pres- entation. KTAL-TV RADAR WEATHER — an important news-maker — is seen twice nightly as a part of NEWSCOPE, the Ark-La-Tex' most complete TV News! For availabilities see CHANNEL 6 BLAIR TELEVISION National Representatives NBC FOR SHREVEPORT " Where News Comes First — " SPONSOR/19 November 1962 'SPONSOR-SCOPE Interpretation and commentary on most significant tv/ radio and marketing news of the week 19 NOVEMBER 1962 ' cyrWht iwk If you're an accountman and your client asks you to fill him in on some of the surface currents and undercurrents of tv, you might as an opener tick off these: • P&G's apparent determination to jockey the medium into holding the line on rates, as attested by the company's sweeping cancellation of the Buffalo market from its net- work tv schedules, effective when the hiked rates for that market take effect in March. • A heightened trend in formula buying in both network and spot, as exemplified by Florida Citrus (B&B) offering to trade $1.5 million for 500 million home impres- sions and Sealtest (Ayer) seeking to obtain cumulative home impressions guarantees for the six or eight two-week spot flights it plans for 1963. • The impact of the computer-oriented agency on the strategy of selling spot tv. This will probably turn out an area of bitter contention in 1963, with key reps as well as bell- wether stations resisting efforts to subjugate the personal approach to the dictates of the machine. The big spot tv break of the week was the breaking of the second phase of the elaborate Ford Division media research project, in which spot radio is also figured to participate. This project, which will go on for years, is designed basically to determine what is the best media mix or weight for local as well as national automotive advertising. Spot tv's role in the new phase : a weekly half-hour of preferably syndicated shows in randomly selected markets — big-medium and small — over 26 weeks starting in Jan- uary. An essential about the study: the availability in these markets of half hours be- tween 6 p.m. and 11 p.m. Only print medium used in this phase are newspapers. The Milwaukee Journal, a pioneer in station operation, is experimenting with a mechanical device that would revolutionize the field of intermedia evaluation. The idea entails attaching to a home panel of tv sets a mechanism which would re- ceive especially interpolated commercials — a form of multiplexing. While the whole concept is pretty much in its embryo stage, the setup would serve this purpose : measure the sales response to a product of those homes not exposed to the product's commercials, the assumption being, of course, that there would be exposure to other media. The system could also be used to measure panel reaction to radio as well as tv com- mercials and print advertising in process of being tested. The undertaking is loaded with problems and they are not only technical: for instance. will the FCC approve the operation of such a facility? This whole concept of probability sampling between two different controlled and matched segments of a market stems from something the newspaper itself has been conjuring for some time. Both BBDO and FC&B have suddenly become quite conscientious about the form that stations use in reporting their performances of contract. Each of the agencies has reminded stations that a certificate of performance signed by the What's wanted is a notarized affidavit. station's management is not enough SPONSOR/19 November 1962 19 -SPONSOR-SCOPE Continued A major topic of trade palaver during the past week was P&G's washout of the Buffalo market as far as network tv is concerned come next March. And a common commentary heard was that P&G's drastic action seems to reflect the in- creasing pressure on the part of big business to confine rising costs as an answer to the squeeze on profits in this economy. While media costs are not prohibitive, that item of expense has assumed a vital and pro- gressive importance in the big advertiser's own economy and he feels that since he can only meet competition with more media consumption a way must be found to keep rates within bounds. According to some of this comment, there is a direct correlation between P&G's action on the Buffalo market and the steady insistence of advertisers that newspapers adopt a single rate and that magazines hold the line on their rates. There's talk in the food field of Pet Milk mulling a proposal to diversify into the ice cream and orange juice fields. It's already in the frozen food industry and has been doing quite well with its weight control liquid products which carry the Sego label. Even if you're only on the buying end of tv time, you may be interested in some of the rules of thumb used in determining the sales price of a tv station. They run something like this: • You buy at $12 a home and you sell at $15 a tv home. In other words, if the sta- tion's coverage area embraces 100,000 homes the buy is figured at $1.2 million and $1.5 when you go to sell. • The purchase price could be based on 12 times the cash flow after taxes includ- ing depreciation. • Using the network multiple rate as a yardstick and multiplying it by $5,000. For example, if that rate were $250, the turnover price might be set at $1,250,000. A frequent manner of payment is 29% down in cash and installments over 8-10 years. As such it's better than buying stocks on margin, since the down payment there is 50%. Sun Oil's (Esty) call for spot tv availabilities is something over and beyond the account's sponsorship of ABC TV's 11 o'clock news. The network strip will continue a company item into 1963. The spot objective: beefing up home impressions in sundry markets via news, weather and sports. 20 General Mills has set a goal of at least 100 markets for the slotting of its Rocky & His Friends cartoon strip, which is administered out of DFS. The strip is now ensconced in about 70 markets and the hope is that the other 30 can be delivered by next season. New material is being constantly fed into this strip, with Bulwinkle itself figured to provide over 700 elements during 1963. The November ARB local books are due out the middle of December and you can expect a hot flurry of switchpitching among the tv reps to follow. The spur to all this: the fact that so many nighttime network tv shows failed to reach what might be termed the appropriate rating levels. Figures just released by the Census Bureau give Skokie, 111., as the commu- nity with the highest saturation of tv homes, namely, 99.5%. A suburb of Chicago, Skokie is where a lot of Nielsen executives live. SPONSOR/ 19 NOVEMBER 1962 ; -SPONSOR-SCOPE Continued S. C. Johnson has about $1.5 million to spend on daytime network tv for the initial half of 1963 and the bundle has become a sort of six-way scramble. Not only have the three networks been invited to pitch for the billings but the three Johnson agencies, Benton & Bowles, Needham, Louis & Brorby and Foote, Cone & Belding, are competing among themselves to come up with the best package buy. The one with the chosen recommendation becomes the agency on record on Johnson's daytime spread. Johnson puts the bulk of its daytime pressure on in February, March and April. P.S.: The networks are also scrambling for a sizeable budget that Johnson & Johnson (Y&R) has set up for daytime in 1963. Give a documentary special with family appeal a choice piece of time and there's a good chance of scoring a substantial audience response. General Foods proved it on 24 September through Road to Button Bay, a recital built around a Girl Scout Jamboree. Nielsen gave the event an average audience rating of 19.2 and an average catch of 9,562,000 homes. The figures were equal to those garnered the following week by an on-the-heels summary of spaceman Schirra's Ma-8 flight. Bristol-Myers is putting all its daytime marbles for the first 1963 quarter in the CBS TV ring at the recommendation of DCS&S. The billings will add up to around $1.5 million, with the brands including Excedrin, Ipana and Minit-Rub. The assignment meant billings losses by ABC TV and NBC TV. The daytime network tv exchequers for the first 1963 quarter got quite a blow from Lever last week. It's cut that end of its commitments to the bone, reducing four and a half minutes a week each at CBS TV and NBC TV in addition to a dropout of seven and a half min- utes a week from ABC TV. The loss for the networks jointly runs between $800-900,000 for the quarter. The networks were told that money will be restored in April. Meantime a pall of mystery prevails as to the reason for the pervasive pullout. Lever's ad department, when queried by SPONSOR-SCOPE, responded "we just can't talk about it." No more enlightenment was obtainable from the Lever agencies. Nighttime network tv program leaders take their tumbles with each passing sea- son but over on the daytime side there's a trio of strips that time seems unable to dislodge from the very top of the roost. Nielsen's October II report still ranks the threesome — As the World Turns, Guiding Light and Search for Tomorrow — as No. 1, 2 and 3. (These properties, incidentally, are all controlled by P&G.) Here's a four-year comparison of those three apparently indestructible soapers. 15 '62 1958 PROGRAM AVG. % AVG. HOMES AVG. % AVG. HOMES As the World Turns 10.9 5,428,000 8.4 3,654,000 Guiding Light 9.0 4,482,000 7.9 3,437,000 Search for Tomorrow 8.6 4,283,000 7.9 3,437,000 SPONSOR/19 NOVEMBER 1962 21 "SPONSOR-SCOPE Continued ABC TV last week raked in the $1.5 million that Florida Citrus has appropri- ated for the initial 20 weeks of 1963 for nighttime network, but it didn't guar- antee, as suggested by Benton & Bowles originally, the delivery of a half billion home impressions. The Citrus deal involves a package of 61 comercial minutes over the 20 weeks, with the average cost per minute estimated at about $26,500. The network is reported to have countered the guarantee request with a set of figures show- ing that by projecting the current shares of audience for the shows in the Citrus package the average cost per thousand will likely wind up at under $3 for the run of the contract. B&B also placed with ABC TV $1 million each for Norwich Pharmacal and Preem covering the first 1963 quarter. Obviously, these three sales reduce substantially ABC TV's hefty unsold inventory for that quarter. It isn't very often that you'll find father and son delivering virtually the same talk before two organizations within the same field and within the same week. Elmo Roper and son Burns W. Roper did so a week ago. The theme was the setting and measuring of advertising tools. Senior's audience was the 4A's and Burns spoke be- fore the ANA. Brown & Williamson's Belaire (KM&J) has joined another menthol, Lorillard's Spring (Grey), in going after the women's market through daytime tv. Both brands, evidently without the wherewithal to get the reach and frequency they'd like in nighttime network tv, have allied themselves with NBC TV. For Spring, it'll be seven and a half minutes a week (figured at around $600,000) and for Belaire, six minutes a week. Spring's buy on NBC TV has its ironic side: it was ABC TV that had much to do with inducting it into daytime. The assumption is that the test was successful there. If it's allright with the affiliates board, CBS TV would like to hold its annual meetings and jamboree 8-11 May at the Waldorf Astoria, New York. It's the gathering that winds up in the adoption of a resolution commending the net- work's management and the big banquet with a surfeit of entertainment. Looks like the Station Representatives Association has abandoned putting to- gether that annual chart showing the ratios of spot tv and spot radio business ac- cruing from the various buying centers. The association has apparently come to the conclusion that such figures don't contribute the sort of information that's of value to reps since the data covers only membership firms. A suggested substitute compiler: the Four A's. Chicago radio reps are still nurturing the hope that Kellogg (Burnett) will put its Homer and Jethro "corn" theme on an expansion kick for its cornflakes. Both account and agency have indicated a happy-with-the-test-results attitude, but if there are plans for exploiting the theme further they're being played close to the vest. Maybe somebody's got an "imagery transfer" angle that's just in the incubation stage. Referred to here is the fact that the male ingenue in the Kellogg-sponsored Beverly Hillbillies is named Jethro. Kellogg may be waiting to tie the two together. SPONSOR/ 19 November 1962 puzzle: WHOSE NEWS IS WHOSE? Xj^^fXfXJXJXfXf Nine newscasters — Ron Cochran, Len Deibert, Keith McBee, Ed Meyer, Joseph McCaffrey, Louis Allen, Felix Grant, Johnny Batchelder, and Steve Gilmartin — cover ABC World News, Virginia, D.C., Sports, Maryland, Business, Backstage, Weather News and Capitol Report on WMAL-TV's hour-long daily news roundup. Puzzle: Match newscaster to news subject from the following fictitious personal information* Allen and Batchelder beat the Md. newsman at golf. The Va. newsman lives in the same part of town as McBee and Allen. McCaffrey, the backstage reporter, the D.C. newscaster and the world news reporter play bridge together. Gilmartin, Grant, Batchelder, the world news reporter and the D.C. newsman are bachelors; the others are married. The Va. newsman is a brother of the Md. newsman's wife. The sports newsman got passes to a football game for Mr. and Mrs. McBee, and for Batchelder, Deibert, and the weatherman. Meyer and the weatherman are soccer fans; Deibert and the world newsman like tennis. The sports reporter is engaged to Grant's sister. Meyer, his wife, Batchelder and the backstage reporter like Bossa Nova. The weatherman has three daugh- ters, the Va. newscaster has two sons, and McCaffrey has a boy and a girl. The Capitol reporter's wife gave a party for Mrs. Allen. McCaffrey is taller than the backstage, sports and business newscasters, but McBee, Deibert, Cochran and Allen are taller than he is. The Md. newsman fishes with McCaffrey and Meyer. Send in your work sheet, showing the logical steps taken. Winners will receive a newsworthy prize. For accurate biographies of our talented news staff and current availabilities on our well-watched Evening News Report, check H-R. wmal-tv Evening Star Broadcasting Company Washington, D. C. represented by H-R Television. Inc. Affiliated with WMAL and WMAL-FM, Washington, D. C.j WSVA-TV and WSVA, Harrisonburg, Va. SPONSOR/19 NOVEMBER 1962 23 NBC -once again the network most people elected to watch... NBC-the network that drew an Election Night audience nearly as big as the other two networks' combined NBC-the network that always attracts more people whenever all networks cover a national event, whether it is the flight of an astronaut or a Telstar broadcast or a President's report on a crisis. The reason? NBC News leadership in bringing world news to the nation rapidly, accurately, jgS responsibly. *Source: National Arbitron. This is NBC — largest single source of news, information and entertainment in the free world. ALL THE GREAT ABC SHOWS Unduplicated coverage makes WSUN your most efficient buy in the Tampa Bay market. WSUMTV Tampa - St. Petersburg Get all the facts from Natl. Rep. Venard, Torbet & McConnell S. E. Rep. James S. Ayers ^COMMERCIAL COMMENTARY by John E. McMillin The crisis in modern media In many ways the most profound and disturbing issue raised at the recent ANA meeting at Hot Springs was also the least discussed. It was brought up by Merrill Panitt, brilliant editor of Tv Guide, as part of a five-man panel presentation on "The Future of Advertising" and I told Merrill later I was sorry it hadn't been the subject of an entire morning's session. "Yes," he said, "but you can't really discuss this with 450 people." Be that as it may, the two challenging questions which Panitt threw at the ANA deserve to be discussed and aired in detail bv the widest possible audience. For they synthesize, clarify, and articulate a deep, serious worry about the state of modern media which many of us are feeling. Tv Guide's chief asked, "As publishing and broadcasting become more costly, will there not be more pressure to appeal to advertisers, possibly at the expense of informing and entertaining the public?" And, "If broadcasting and publishing direct their attention more to advertisers than to the public, will they continue to appeal to the public, and be good advertising media?" Merrill, your questions are polite, but obviously rhetorical. You know the answers. I know the answers. And dozens of other thoughtful guys know the answers (to the questions, not the dilemma). Let's not kid about it. In the past five years there has been a tremendous increase in pressure on every form of media— tv, radio, newspapers, general magazines, women's magazines and, heaven knows, trade publications— to package more and more for the adver- tiser and less and less for viewers, listeners and readers. And let's be brutally honest. This ominous pressure build-up will lead— is in fact leading today— to a bastardizing of broadcasting and publishing and a weakening of media advertising values. You have done us all a service by getting this nasty, dangerous situation out on the table. It is far more serious than most people realize. The question is— what can be done about it? Not old fashioned "advertiser pressure" The kind of pressure which Merrill Panitt is talking about is not that old-time arch-villain of "advertiser influence on editorial" or "advertiser interference in programing." He is not protesting the melodramatic moneybags who says "kill that story" or such shennanigans as the American Gas Association booboo on that concentration camp tv script. What Panitt is worried about is something much more subtle, and infinitely more evil and powerful. He is concerned about the "situation in tv today where the ques- tion 'Will it sell?' is often as important as 'will the audience like it?' " He is worried about "the editorial climate of magazines changing to attract more advertisers" and the fact that "it is not a question of whether one article will sell to readers, but whether the entire editorial approach of the magazine will sell to advertisers." (Please turn to page 46) 26 SPONSOR/ 19 NOVEMBER 1962 In Detroit... Political reporter for WWJ News, Ven Marshall kept on the heels of Michigan candidates throughout this year's grueling campaign — helped voters assess the candidates and the issues. Marshall also holds down regularly scheduled newscasts, writes and narrates many public affairs "specials" for the great WWJ News operation— the only local service that includes: • 13-Man Broadcast News Staff — Michigan's Largest • Newsgathering Resources of The Detroit News • NBC Correspondents in 75 Countries WWJ (Hiwsl WWJ-TV STATIONS Owned and Operated by The Detroit News SPONSOR/ 19 NOVEMBER 1962 National Representatives: Peters, Griffin, Woodward, Inc. 27 Frank Marx (R), Pres., ABC Engineers, and Charles Colledge, V.P., RCA Broadcast and Communications Division, load up one of ABC's new total solid-state TR-22's. New All-Transistor RCA TV Tape Recorder A "new generation" is on its way! Dozens of these fully- transistorized console-model TV tape recorders are coming off production lines in Camden, going to U.S., Canadian, and European users . . . NOW! The first of these striking new-generation units went to Washington— two for ABC's new facility there, and one for the Navy's Photographic Labs. The fourth and fifth air-jetted to England and France; then units to CFPL in Canada; to WBRE-TV in Wilkes-Barre; to KCRL- TV, Reno, Nevada; to WEAT-TV, West Palm Beach, Florida . . . and so it goes! Shipments of these compact, solid-state recorders are scheduled well into next year. Camden facilities have been stepped up to a two-shift basis to fill commercial and military orders as fast as possible. Order now! See your RCA Broadcast Representative. Or write RCA Broadcast & Television Equipment, Dept. OC 264, Building 15-5, Camden, New Jersey. The Most Trusted Name in Television m i what's the sense in a city fence the Charlotte TV MARKET is First in the Southeast with 595, 600 Homes* Building a fence around a city makes as much sense as using the Standard Metropolitan Statistical Area concept of market evaluation. Proving the point: Atlanta and Miami have SMSA populations of 1,017,188 and 935,047. The Charlotte SMSA population is 272,111 by comparison . . . BUT the total Charlotte TV Market is first in the Southeast with 595,600 TV Homes.* Nailing it down: WBTV delivers 43.4% more TV Homes than Charlotte Station "B."** CHARLOTTE 595,600 ATLANTA 562,600 WBTV CHANNEL 3 ^ CHARLOTTE/ •Television Magazine-1962 **NCS '61-Nightly JEFFERSON STANDARD BROADCASTING COMPANY Represented Nationally by Television Advertising Tv/^R J Representatives, Inc. 30 SPONSOR/ 19 NOVEMBER 1962 'SPONSOR 19 NOVEMBER 1962 TV COMMERCIALS Is testing here to stay? flr #G M Schwerin researchers testing tv commercials in own theatre "laboratory' ► Rapid rise in number of firms testing commercials ► Pre-testing pays off, BBDO's Dr. Wilson says ► Current tests inadequate, critics charge ► Testing often gets down to numbers game There are more research tech- niques to evaluate a television commercial than there are rifles in a cowboy and Indian picture on the late, late shows. The search for the ideal commercial appears to be endless, but a survey by a spon- sor editor last week revealed that considerable progress was indeed being made along these highly complex fronts. Before long, a number of adver- tisers, aided by their agencies, hope to come up with a near-perfect answer as to why some television commercials should or should not go on the air. Meanwhile, a panel of Ph.D.s in psychology in independent research organizations and advertising agen- cies are hip-deep in studying profile curves and tinkering with mysteri- ous transistorized gadgets in an ef- fort to find out what is the best length for a commercial and what is the best motivating copy idea. Channel One results. Evaluation and testing of tv commercials have been getting the undivided atten- tion of BBDO's researchers. Back in 1959 the agency began its own basic research on on-t he-air testing and as a result of this endeavor, BBDO decided to establish an on- the-air testing facility known as Channel One. Channel One serves as a laboratory in which copy ap- proaches and production tech- niques can be tested with consum- er research. Originally the agenc) bought time on The Beachcombers over WK. I V. Utica. X.Y.. and tested various types and lengths of com- mercials. Since September of this \car it has been testing commei cials on Hennessey over WICU-TV, Erie, Pa. What arc the advantages of such tests to BBDO clients? According to Dr. Clark Wilson, director of research and member of the mar- keting plans board lor BBDO. tin \ SPONSOR/ 19 NOVEMBER 1962 31 MOBJ MOBILE SURVEVS * Rolling research is gaining in popularity Researchers, with specially built trailers, are moving into shopping centers to test tv commercials. (Top) Mobile-Surveys, owned by Tatham-Laird, Chicago agency, and (below) Universal Marketing Research, N.Y. and Chicago mobile ad laboratory are: "1) All commercials are tested as they will actually be viewed on the air under in-home conditions: 2) Each person is interviewed in- dividually, within two hours of see- ing the show; 3) A relationship between the commercial and the program can be established; 4) Be- cause of the availability of three commercial minutes each week, those costs can be carried across two or more commercials and thus is comparable to or lower than other testing methods." Remarkable progress. To critics who say tv commercial testing is bunk, Dr. Wilson replies they were right a year ago, but the progress made in the last year makes them only half-right. "We're making re- markable progress," Dr. Wilson said. "While we haven't answered all the problems, we've begun to see the openings as to how we can answer them." What is the best length for com- mercials today? Dr. Wilson said there is no pat answer for the same reason that there is no best size for a newspaper ad. Many insights into new areas are being gained weekly by Channel One, according to Dr. Wilson. The agency's copywriters are getting time-saving tips from pre-testing, all of which results in more effec- tive advertising for the clients. Dr. Wilson is positive that pretesting pays. "It pays in two ways," he said. "First, in the short run, by helping the creative man fix measured weak- nesses. It helps in the long run by providing an accumulation of in- formation from which we can de- duce a few rules and in due time a reasonable body of knowledge. Un- less we accumulate this informa- tion in a systematic way, we'll make no progress." Testing practices inadequate. 1 1 is plain to see that there are a number of scoffers of present-day tv commercial testing methods, among them Lincoln Scheurle, president of The Film-Makers, Inc., the new motion picture-television company in Chicago. Scheurle told sponsor that, in his opinion, current test practices are almost totally inadequate. "Tv commer- cials are a form of advertising, and the only real point to testing is to find how well that advertising sells the product," Scheurle insisted. "The only validity of a commer- cial comes with answers to does it sell? Does it move the product from the shelves? A commercial tested by standard procedures may be adjudged poor — but the product moves." Both Scheurle and Edward E. Katz, partner and co-founder of The Film-Makers, believe that some of the testing methods start off on the wrong foot of film because they are tested in out-of-context form. Moreover, testers don't take repeti- tion into account, they said. The only testing of commercials "which we find productive and sensible is the in-market analysis combined with actual sales research rather than testing of the commercial per se." Right to fail. "One of the major problems is that advertising re- search— unlike research in other fields of business — does not have the right to fail," Scheurle con- tinued. "Research in the area of tv commercials is almost doomed to failure in learning something be- cause the ad agency and the film studio which it retains can't afford to fail. This is the cardinal sin in the eyes of the client." Scheurle said that as research of tv commercials in the testing pro- cedures have become more refined and definitive in the past five years, experimentation has declined and so has the impact of tv commer- cials. "They are technically pro- ficient— smooth — but they have lost 32 SPONSOR/ 19 NOVEMBER 1962 adventure and excitement," he said. "And these qualities, intangible though they are, sell products." Salesmanship on screen. A dominant research organization, long familiar with the problems of tv commercial effectiveness, is the Schwerin Research Corp. This or- ganization is generally acknowl- edged as the pioneer in this field. "Our strength has been our evolv- ing and staying with a measure that is a simulated buying measure, in which respondents make observed action-purchasing decisions," a Schwerin executive said. "This is the Competitive Preference tech- nique. Compared to it, recall mea- sures and such techniques as 'im- pact' and 'penetration' appear flawed by insensitivity, lack of validity, and questionable reliabili- ty." Asked to comment on the present state of pre-testing of commercials, Horace S. Schwerin, president of the organization bearing his name, remarked: "We know as a chilling fact that, year in and year out, about 40% of all tv commercials is ineffective. The critical matter is being able to identify what is wasted advertising before you spend money on it. And the answer is pre-testing. Albert Lasker defined advertising as 'salesmanship in print.' Tv advertising is salesman- ship on the screen. Now, no sales manager worth his salt would inter- view just one candidate for a sales job and hire him on the spot. He would talk to as many candidates as he cotdd and pick the best one of the lot. This is precisely what commercial pretesting is doing: screening a number of salesmen to find the one best suited to sell the product." Don't play numbers game. Tv commercial tests? How can you argue with them? They are here to stay, in the opinion of Howard M. Wilson, general corporate ex- ecutive in charge of creative serv- ices, Geyer, Morey, Ballard, Inc. "They have been used successfully by many advertisers," Wilson de- clared. "And, despite anguished cries from some 'creative people', they do not necessarily interfere with good ideas. The key word in that last sentence is 'necessarily.' "Trouble is that commercial testing often gets down to a num- bers game. Time and again, monc\ — lots of it — is spent to test a com- mercial. Many factors are analyzed, playback, recall, and so on. But the whole complicated business comes down to one simple number and if that number isn't leagues ahead of another number, you are dead. The worst part of all this is that everyone agrees with me. The research people hate the numbers game. The account people deplore it, the writers and producers de- spise it. And the client is agin it. But over and over again, the ques- Dr. Clark L. Wilson Vice president in charge of research, lilt DO Pierre Marquis Vice president and general manager. Audience Studies, Inc. (ions from everybody arc: How did we score?' 'Did we beat the other guy?' 'How many points bei ter is the one I like than the one they like?' What we try to do at CMB is to use the numbers as .1 guide. Far more important are all the other factors that affect the choice of a commercial — including a certain quality called judgment. We haven't solved the problem yet. In this muddied world, there is something so simple and appeal- ing and definite about a magic number. After all, a 16 change in preference is better than a 15. Or is it, Charlie?" (Please in in to page 52) Howard M. Wilson General corporate exec, in charge of creative seivice, Geyer, Morey, Ballard Lincoln Scheurle President, The Film-Makers, Inc. See pros and cons in present-day testing methods BHDO's Dr. Wilson sees testing paying off in two ways while GMH's Wilson uses numbers only as a guide. Marquis of Audience Studies says wrong commercial can create negative attitude. Scheurle, of Film-Makers, says testing starts on wrong foot SPONSOR/ 19 November 1962 33 Top executives discuss the world of film/tape distribution v.. is JOSEPH KOTLER 117} TV div. v.p. SEYMOUR REED Official Films pres. JOSEPH P. SMITH Pathe/Cinema-Vue pres. WYNN NATHAN TV Marketeers pres. Not shown above, but helpful with this second part on film syndicators were: Richard Carlton, Trans-Lux TV Corp. vice president; Abe Mandell, International Television Corp. executive vice president, and an executive spokesman from MCA PART TWO OF TWO PARTS Film syndication's changing face ► Station reps a big help in most cases ► Execs enthusiastic about first-run product ► "Wait-see" attitude on block-booking decision In a continuing look at the activ- ities of film/tape syndicators, sponsor two weeks ago found seven syndie firms in agreement in vari- ous degrees to the beneficial role played by station reps in selling syndie product. In another area — the 5 November Supreme Court decision against block booking — the syndie firms were, for the most part, reserved. However, their gen- eric ebullience soon returned as they discussed their projects and plans, which proved to be genuine- ly interesting. In the matter of the High Court decision, only Richard Carlton, Trans-Lux Tv Corp. vice president, and Joseph P. Smith, Pathe News and Cinema-Vue president, offered quotable comment. The other spokesmen are withholding com- ment until the decision is fully spelled out by company lawyers, or because their firms do not handle features and the decision does not apply to them. Trans-Lux. Carlton stated: "Trans-Lux has always taken the position that our feature pictures available for tv can be sold singly in any tv market. We have priced our features as single units and have also made them available in a package. We have never refused to sell any one feature in order to sell the entire package. Under the circumstances, the Supreme Court decision is anti-climactic to Trans- Lux. We recognize, of course, that Trans-Lux is not in the "big league" of feature syndicators. Our total availability is one of the small- est in the industry, enabling us far more latitude in the sales effort. "As a practical matter," Carlton continued, "the Supreme Court de- cision will probably require more paper work for syndicators, but is not likely to radically alter the pat- tern of either selling or buying of feature films for tv." Pathe/Cinema-Vue. Smith de- clared the anti-block booking de- cision "was for the good of free en- terprise. I am very much in accord with it, particularly as it affects the small distributors. It is the best thing for small distributors and producers. It eliminates monopoly by big picture companies through themselves and their subsidiaries." MCA. At MCA, a spokesman stated that every station depends to a great degree on national spot business, and that although reps don't have the final word, their opinion is meaningful to a facility in that they recommend what they think is saleable. It is for this reason, he explained, that MCA sends "progress reports" not only to facilities, but also to reps. These reports are a guide to 34 SPONSOR/ 19 November 1962 the quality of a product and of its potential usefulness to a station. When a show will be available and for how long is listed along with other data. The same information is made available for competitive shows in the same category. The spokesman illustrated the usefulness of the progress report with the recent release of Bachelor Father, which had a five-year net- work run. This is a good buy, the spokesman explained, because the report shows there is no compara- ble show waiting in the wings for at least a year. Later, referring to hour shows, the spokesman said that MCA, 18 to 20 months ago, proved — with the simultaneous release of Riverboat, Cimarron City, Overland Trail, and Suspicion — that a good way to market off-net hours was to offer them locally. Warner Bros. Joseph Kotler, Warner Bros. TV division vice pres- ident, was enthusiastic about the value of station reps in selling the Two series— one among the stars, one down to earth Above, ITC's Supercar puppets (each equipped with electronic 'brain*) spend time tooling around heavens or undersea in amazing automobile. Below, Richard Jae< ki 1 (1) and John Derek (r) are aides to circus boss Chill Wills in MCA's Frontier Circus Tina, the torrid twister Glamorous Tina Louise is burning up the Hollywood scene as a star in I rans-Lux's new tv series. Guest Shot WB product. He noted that sales have leached $6 million since the simultaneous release in May ol six hours (Maverick, The Roaring 20' s, Bronco, Bourbon Street Beat, Surf- side 6, and Sugarfoot: total 11!) hours) , plus the later release of the half-hour Lawman. "In a survey of 72 stations using our six hours," Kotler said. "Gor- don Hellmann, our division's sales promotion manager, discovered that of all the participating advertisers — there were over 800 — 7(>''( were national. (>",, were regional, and the rest local. "Without qualification," Kotler continued, "a lot of this would not have been possible without the sup- port reps have given us b\ recom- mending our properties to their stations." Pointing out that 65% ol the dol- lars spent on spot tv comes out of SPONSOR 19 NOVEMBER 1962 35 New York, Kotler said that he is intimate with all the agencies, hav- ing worked with them for 14 years as vice president of another com- pany. Thus when WB began its syndi- cation (a word Kotler personally doesn't like — "it indicates inferior product to many people") opera- tion, he and his salesmen called on timebuyers, media men, and ac- count men in addition to station rep personnel. "Another thing," Kotler said, "our salesmen are not always sell- ing, always knocking on doors. They try to be of service. Now we have station managers and pro- graming managers calling on us from all over the country for in- formation, and this is unusual. "This is part of our new ap- proach to meet the new era in our business," he explained. It is a quality approach, he indicated. "We are in a quasi-partnership with stations," he said, "and it is our job to do everything to help program- ing to help make money. We're going to be in business a long, long time, and this is the way to do it." Asked about first-run product, Kotler said that if a station re- quested it, WB would make a prop- erty for them "equal or better than any of network calibre." Continuing in the "big family" vein, Kotler brought out a list of hundreds of the top names along Madison Avenue who were invited to WB previews of The Music Man and Gypsy this year. "It's just an- other part of the new approach," he added. Official Films. Seymour Reed, Flashlight sales up 250% with tv uz ► Modest '61 buy led to Gulton's sales rise ► It's Paar and Carson plus spot this fall ► Firm considers year-round campaign Heeding the advice of his adver- tising agency, Compton, which cautioned, "Don't hide your light under a bushel," Dr. Leslie K. Gul- ton, president and chairman of Gulton Industries, Inc., Metuchen, N. J., last fall increased his firm's rechargeable flashlight sales 250%. The formula: nine one-minute spots in 68 markets on NBC TV's Tonight with Jack Paar, bolstered by 15 additional local spots in the top nine markets. To state it simply, the equation was not lost upon Dr. Gulton, a chemist by trade, and that is why this year, between the autumnal feasts of Thanksgiving and Christ- mas, Life Lite rechargeable flash- light commercials will be seen on the Jack Paar Show on 177 sta- tions, on the Tonight show with Johnny Carson in 68 markets, and in spot tv on stations in nine mar- kets. Ads also have been sched- uled in Reader's Digest. The cost of this buy is two-and-a-half times the 1961 budget. 36 Entered tv in 1959. The firm began advertising its Life Lite flashlight during the 1959 holiday season, a year after it had been de- veloped, with a $30,000 budget for three test spots in Toledo, Roches- ter, and Portland, Ore. The result, according to Arthur Kenn, Gulton's general sales man- ager, was "very, very good," and led to an expanded test campaign in the top nine markets in 1960. Results, Kenn said, were "just as sensational" as the year before. In 1961, Compton acquired the Gulton account and recommended that the firm put its budget into network tv. The agency realized immediately that the firm was not delivering enough advertising to enough people. It followed, said Arthur J. Kemp, Compton account supervisor, that the thing to do was to have less concentration in the nine markets and to broaden the base. Last year's campaign, which led to the amazing 250% sales increase for Gulton's flashlights, was the result. Campaign grows. Gulton broke with its holiday-only advertising approach in May and June this year and introduced the Ever-Play rechargeable pocket transistor ra- dio and the Stand-By Emergency Lite. These messages — 16 spots on Tonight plus local spots — were tagged with 15-to-20 second an- nouncements for mention of local retailers. Again, the firm was "very pleased" with results, and is now contemplating a year-round cam- paign. Why is Gulton so sold on tv ad- vertising? The answer was given by Dr. Gulton himself in an ex- planation of the property of the Life Lite items to recharge auto- matically in any ordinary AC out- let: "Since this new operating con- cept of the Life Lite products is not immediately apparent, our problem is an educational one — literally, to show the consumer how they work. We felt that on-camera demonstrations would be the most effective method. . . . Our constant- ly rising sales figures bear out our confidence in tv as the most power- ful medium for our products." On the same subject, Kenn said, "We have a lot of hard-sell items that have to be demonstrated to SPONSOR/ 19 NOVEMBER 1962 Official Films president, said sta* tion reps are "important and tre> mendously helpful." He staled that tiiography, which is now in over 150 markets, owes a lot of its suc- cess to recommendations by reps. The same also applies to Official's 35 other series down to the one- minute Sportfolio (great events) , Reed said. However, it became apparent that what the Official prexy really wanted to discuss, after a decent interval, was the "tremendous in- terest" by three agencies in a half- hour Marilyn Monroe special which will be completed this month. The "entertaining factual show," or actuality (Reed does not call them documentaries) will probably be the first such special of more hall-hour first-run product. Orig- inal music was written and con- ducted by Elmer Bernstein. Mike Wallace narrates. Reed revealed that he has allo- cated $2 million for new program- ing for the next 12 months, and said he'll increase that if the avail- able product is worth it. TV Marketeers. Wynn Nathan, TV Marketeers president, likewise sped on to a disc ussion ol Ins linn's activities after a friendly nod to reps. First, he explained. TV Mar- keteers is the sales aim ol VBS As- sociates (Victor Borge-Geoffre) Sel- den) , which handles production. Six one-hour entertainment specs either completed or soon to be com- pleted, Nathan said, are: I) Best of Borge (last seven years); 2) Vin- cent Price's Genius at Work (in- (Please turn to page 62) be sold and we find that tv does a good pre-selling job. People walk into stores and recognize them and say 'I saw that on tv — wrap it up!' "Another thing that stimulates sales," Kenn continued, "is that the Life Lite products are packed in individual gift boxes, and are big gift sellers." One of the filmed one-minute commercials to be seen from 23 No- vember to 21 December shows a personality (Joe King) being clob- bered by hundreds of small bat- teries when he opens a Fibber- McGee-type closet door. Another is on behalf of the rechargeable radio. The copy point is that stor- ing batteries is not necessary with Life Lite products. Not for kids. Just before Christ- mas, a message will be shown fea- turing a Santa Clans stocking. But Kenn stressed that Life Lite prod- ucts "definitely are not kiddie items, and the commercials are aimed at an adult audience." He added that Life Lite products are available in all 50 states in al- most every kind of outlet — depart- ment, jewelry, hardware, drug, to- bacco, automotive, and sporting goods stores and gas stations. Dr. Gulton launched Gulton In- dustries in Metuchen in 1941 with a payroll of f5 people. Today, the international electronics, research engineering and manufacturing corporation consists of six divisions and six domestic and international subsidiaries. ^ . * Dr. Gulton and two of the lights of his life Pleased with the results of his firm's tv campaign, Dr. Leslie K. Gulton, president of Gulton Industries, Inc.. relaxes in his Metuchen, N. J. office. Life Lite flashlight (1) is item which made 250% sales jump after brief campaign last fall. Stand-By Emergency Light (r) is one new item to be added to campaign SPONSOR/19 NOVEMBER 1962 37 Discussing changes in Eastern's advertising strategy Newly appointed director of advertising at Eastern Airlines. George Howard (r), goes over sales promotion tie-ins with John De Rose, sales promotion manager. Howard's promotion from director of research represents new advertising policies Ad exec opens up Eastern's strategy Interview with Eastern Airlines' George Howard Media under re-evaluation, changes ahead Radio and Flite Facts wedded indefinitely 4{lM|e're wide open on where we jj go from here," says George Howard, newly appointed director of advertising at Eastern Airlines. "Our complete advertising strategy is under re-evaluation." The tall and lean executive min- imizes the importance of his posi- tion, at the same time admitting "there may be big changes com- ing up." Apparently the manage- ment at Eastern is convinced that new knowledge through research is one answer to the industry's prob- lems. As director of market re- search only last month, Howard has carried with him his own ideas developed from special studies. "On the subject of Flite Facts our research bore out the potential of the program on radio — the ideal medium in this case. Flite Facts, hourly spot announcements on Eastern's schedule changes or de- lays, clearly shows the flexibility of radio," Howard feels. "Announce- ments can be changed within min- utes of broadcast time. (For more on Flite Facts see sponsor, 2 July.) "There's no concern over our use of radio," Howard said. "I believe, as do my associates, that we should continue using it for Flite Facts as long as we get the kind of reception we're getting now, and possibly for other campaigns. We've been us- ing radio for many many years and I don't see why we'd change. Be- cause of the new Flite Facts ideas which reached fruition in March, our expenditures in the medium have gone up considerably. How- ever, as most airlines, we spend more in newspapers." Major reshuffling. Howard's ap- pointment was part of a major re- shuffling within Eastern early last month, affecting sales and research, as well as advertising. Three new special departments were formed and others were realigned. The new director of advertising is head of one of seven departments work- ing under former ad director H. Walton Cutshall, now vice presi- dent of sales and advertising. 38 SPONSOR/19 NOVEMBER 1962 In his new position Howard has supervision over Eastern's exten- sive campaigns in all media to "broaden the airline's share of the travel market and develop new business." The advertising role is of dire importance to Eastern — and all air- lines— with the industry seeing such bad times. Last year the do- mestic trunk airlines showed net losses of $35 million. In the first seven months of 1962, net losses were $13.6 million, as against a net loss of $11.5 million last year. New ad objectives. To meet the challenge Howard and his co-work- ers are reshaping the airline's ad policies to accomplish three things: 1) develop a strong advertising slant to divert travelers from auto- mobiles; 2) establish and advertise tie-ins with car rental people so air passengers will readily have cars at destinations where they are deemed necessary; and 3) encourage more pleasure travelers to consider fly- ing. Divert auto travelers. The one very specific purpose Eastern has in mind is diverting automobile riders to air travel. Facts which proved discouraging on the subject were gathered by Opinion Research Corp. under the sponsorship of Eastern, American, TWA, Boeing, Douglas, and United. The study came up with a range of possible diversion from 1 to 3% of auto- mobile trips that were in excess of 400 miles on a round-trip basis. This woidd have added anywhere from 1.5 to 4.5 billion paid passen- ger miles, increasing total airline revenues 5 to 15%. Howard com- ments: "Airline and travel writers have had very different opinions as to whether these facts are good or bad. Does the 5% really show that there's a great potential out there, or docs it show something very limited? Is the 15% really pos- sible or is it not? I don't know what the answer is, but I do know that from this study we certainly found that we have terrific prob- lems. "To be perfectly honest it's a gloomy picture, but I think adver- (Please turn to' page 63) "Fortune's" unfortunate tv guess ► TvB revisits Luce's 1958 prophecies ► Cash refutes anti-tv doom-mongers ■ ;. . ■ : The doom of commercial tv — pre- dicted four years ago by Fortune — simply has never happened. Nor has the Luce magazine's diagnosis of tv's supposed troubles been borne out by passing seasons. This commentary was made last week by TvB president Norman E. Cash at the bureau's annual meeting. Cash noted that pay tv has not overthrown commercial tv, as For- tune predicted. Nor have Fortune's five unfavorable "factors" really damaged tv. Recalling the Fortune article, "Tv: The Light That Failed," Cash pointed to a set of five "factors" which, at the time, would sup- posedly bring about the demise of commercial tv. Five damaging "factors." The five "factors" are these: 1) broad- casters are caught in a cost-price squeeze; 2) tv has become a buy- er's market; 3) the tv audience is almost at the saturation point; 4) the audience is getting choosier, re- quiring higher program budgets; and 5) tv is something less than all things to all advertisers. Although commercial tv con- tinues to flourish, Cash noted that the "calamity howlers" and proph- ets of doom still persist. So he quoted some evidence on commercial tv's economic health. Since the Fortune article appeared, tv revenues have increased 27% and profits before taxes have re- mained fairly stable within the 16% to 19% bracket. Tv homes since 1958 have grown from 42.5 to 50 million, and homes with tv have passed the 90% mark. In the current quarter both net- work and spot tv are virtually sold out, far surpassing any previous yea] . Audiences are not cutting down on tv viewing out of choosiness. To the contrary, the average home views as much as ever. In 1958 tv's share of the top 100 advertiser's budget was 49%, but last year it was even higher, 56%. C-p-m seems stable. The advent of a third fully competitive net- work since 1958 has not affected c-p-m. Prime time c-p-m' s increased but 1% since 1956. Cash noted that in industry there has resulted a high correlation be- tween profits and full use of manu- facturing capacity. For the last five years the top 50 advertisers ac- counted for 41% of all measured advertising. Last year they had on- ly 10% of all sales but 25% of all profits. In other words, smaller businesses with 90% of all sales had but 75% of all profits. In the last five years, Cash noted, all American sales have increased 9% while profits have risen 5%. But among the top 50 advertisers, sales have increased 12.6% and profits have gone up by 18.6%. ^ Tv's economic growth Cash reviews 1958 Fortune article. "Tv: The Light I hat Failed," with facts of four-year tv performance SPONSOR/ 19 November 1962 39 Los Angeles: what the advertising ► ► ► More than 600 agencies bill $250 million California's new status to increase ad activity L.A. called U. S. broadcast, production center Agencies smaller, but quality a trademark LOS ANGELES Asking a Los Angeles adman what his city is like as an advertising center is like asking a New Yorker what he thinks of the Los Angeles Dodgers. "The Los Angeles Dodg- ers?" he would reply. " Ya mean the Brooklyn Dodgers!" For, like the dispossesed Dodger fan, the L.A. adman's heart says his Wil- shire Boulevard is the ad center of the world, but his head knows it is Madison Avenue. Nevertheless, the dream that con- stantly recurs to most western ad- men is that near reality of Cali- fornia becoming the nation's most populous state, outranking New York, and the beginning of a shift that will put L.A. up there as the number one ad city of the world. Now ranking fourth in the coun- try in ad billings — behind New York, Chicago, Detroit — Los An- geles boasts some 600 advertising agencies with combined billings of .$250 million a year. How L.A. differs. But despite its ranking and billings, it is unique in relation to its ad city sisters in several respects. • In L.A. there are more small agencies than elsewhere, many of them one- to five-man shops. • Small budget clients are more numerous. While in New York few agencies get excited about a $100,000 a year prospect, the com- petition for the same budget in Los Angeles is fierce. • The agencies produce their own special brand of creativity, un- hindered by the traditions hover- ing over the ad shops of the East. And they produce this highly origi- nal, creative thinking for compari- tively small clients with small bud- gets. This is where the city's ad strength lies. • Business is conducted with first or second generation ownership- management, more often than with professional administrators. • The Los Angeles ad communi- ty is different from any other in the sense of geography — the agen- cies, production centers, client offi- ces are more spread out than in other cities. Thus, many admen drive their own cars to visit clients, conduct other business. • Fewer agencies are located in tall buildings. Many agencies are located in small buildings or old mansions which they have leased. • The growth of the ad business in the West takes more energy and enthusiasm than elsewhere. But admen say that inspiring climate and excellent working conditions compensate for the longer hours and less pay. Wilshire Boulevard. Call it Hollywood or call it Los Angeles — Agencies and clients in L.A. line bustling Wilshire Boulevard The hustle of activity is as energetic, or more, than on Madison or Michigan Ave- nues. More than 600 agencies reside on Wilshire to serve advertisers in the area 40 SPONSOR/ 19 NOVEMBER 1962 world is like in this No. 4 ad city it's all one and the same — and the heartbeat of this sprawlingest city in the world is contained on that 10-mile unbroken, bustling, ex- citing advertising-production row known as the Wilshire Boulevard area. More than 600 different agencies are concentrated in the Wilshire Boulevard area. Also, most of the Los Angeles' seven tv, 31 radio, 33 fm stations are concentrated along this advertising row. Principal reason why Madison Avenue may always retain the "Fort Knox" title of the ad industry is today's jetliners which make it possible for agency and client per- sonnel to spend a full working day (complete with breakfast, lunch, and dinner sessions) on either Coast and be back at their home base before midnight that same day. Thus, where the East spends, the West produces. Virtually all of the nation's top advertising agencies have "branch" offices in Hollywood-Los Angeles. However, for the most part, the Y&Rs, BBDOs, Comptons, etc., op- erate as separate agencies and dis- like the "branch office" monicker. Among these are McCann-Erick- son; Foote, Cone k Belding; BBDO; Kenyon k Eckhardt; Doyle Dane Bernbach; Fletcher Richards, Cal- kins k Holden; Fuller k Smith k Ross; Grey; Lennen k Newell; J. Walter Thompson; Wade; Young k Rubicam. Hometown agencies. Very big on the West Coast and getting big- ger also are Honig-Cooper 8c Har- rington, Carson Roberts, and Hix- son fe Jorgensen. H-C&H is a top example of the expansion of Coast agencies into the national spotlight. H-C&H has been in the agency field over 50 years, now has 140 people in Los Angeles and San Francisco offices, and bills $17 million annually, 56% in broadcast. It is easily the largest agency i he agency field by the Western States Advertising Agencies (WSAAA). H&J's top account is Richfield Oil, which spends around $2 million a year in broadcast alone. Total H&J billing is $11 million, 30% in radio/tv. Hixson k Jorgensen 's Fred Olson is presi- dent of the Los Angeles Advertis- ing Club. Carson/Roberts, with several big new accounts, has enjoyed a mete- oric rise among western agencies, as has the Grey Advertising Holly- wood shop. Also expanding their account lists steadily are Fletcher Richards, Calkins k Holden; Doyle Dane headquartered in the West and boasts such nationally-known ac- counts as Interstate Bakeries (Dolly Madison cakes) , Italian Swiss Colo- ny Wine, P&G's Clorox, Aeronu- tronics (Ford) , and Farmers In- surance. Topping the L.A.-Hollywood ad spenders, however, for a single ac- count is Erwin Wasey, Ruthrauff & Ryan, which handles the $11 million Carnation Milk account, No. 64 in the list of the nation's top 100 advertisers. Another of the western billing leaders, Hixson k Jorgensen, is headed by Kai Jorgensen, recently elected "Ad Man of the Year" in |IIIIIIIII1UI1IIIIIIIIIIIIIIIIIIIIIIIIIIIII1IIIIIIIII1 5 qualities make the L.A. adland unique SPONSOR interviewed dozens of key agency and broadcast executives, asking their impressions of Los Angeles as an advertising and broadcast center. From their numerous ob- servations are culled these general points which identify the L.A. ad climate and explain how it is different from all U. S. cities where agencies and advertisers make their home. Some qualities, however, Los Angeles shares with other Western cities, such as San Francisco, because of the common influ- ence of western culture and tradition upon the advertising community. 1. L.A. has many more small agencies than other cities, most of which are operated by from one to five men. H ■■■iifiiiiiiftiiiiiiiitniiiiiitiiii]niiiiitiiiiifiiiiiiiiiiiiiiitiijiiiiiiiiitiiiiiiiiiiiftiiiiiiiiiitfiiiiiuttffttniiiiuifiiiiiiiiisiiiiiiiiiJiiiiiiir[rijiiiiiiitiiiiiiittiiiiiiiiiiiitfiiiit[tnit>*iiiii[iiitiiiiiitHiiniiiiiiii 2. Small budget clients are more numerous, and competi- tion for their business is fierce among the 600 agencies. illll!ii!lll!lllllllllllliiiii!illlllllllliiiiii;n:i<; miiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin illinium:. 3. Creativity is a western and a Los Angeles trademark, whether in preparing copy or media plans. Ideas are un- hampered by tradition. imiinmiiiiiiiiiimiiiiiiimiiiiiiimiiiiii 4. Admen have a strong faith in the future of their business and in the growing importance of California. Many think L.A. may become U. S. ad mecca. iiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiimiiiiiimiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiw 5. Because of sprawling Hollywood technical facilities, the city is now the leading production center for radio/tv. niiiiiii SPONSOR/ 19 NOVEMBER 1962 41 Bernbach; and Fuller & Smith & Ross. Important clients. Hunt Foods & Industries, handled by Young ?c Rubicam's two offices in L.A.- Hollywood, is among the nation's first 100 spenders and is now invest- ing quite heavily in television. Sunkist Growers is another coast- to-coast advertiser whose ad depart- ment is headed by one of the West's best-known and respected veterans, Russell Elder, and whose $2.5 mil- lion ad budget is placed by Foote, Cone & Belding and Leo Burnett agencies. Other national and regional ad- vertisers handled by L.A.-Holly- program time on stations through- out the United States and in many foreign countries. Perhaps the oldest such program is the Old Fashioned Revival Hour with 72-year-old Dr. Charles Fuller, who has been using spot and net- work radio exclusively for the past 37 years, and spends over $1 mil- lion annually in radio, placed by the R. H. Alber Company of Los Angeles. The Seventh Day Adventists' half-hour Voice of Prophecy, via the Milton Carlson agency, also spends more than $1 million an- nually. Ad clubs active. The L.A. Ad mings agency, and the president of the Western States Advertising Agencies Assn., Marvin Cantz of the Tilds & Cantz agency. The dean of them all, however, is one of the country's most famous advertising men and Hollywood citizens, Don Belding, who retired from the FC&B agency in 1957 but was retained as a consultant through the end of this year. Belding has helped shape the destinies of some of the nation's foremost advertising accounts but always found time to play a promi- nent role in the civic affairs of his beloved Hollywood. Hollywood has indeed become Six of the dozens of important men and women who turn the DON BELDING consultant, former chmn. exec. comm. Foote, Cone if Belding, MARVIN CANTZ pres., Tilds ir Cantz pres., WSAAA KAI JORGENSEN pres., His.son d~ Jorgensen WSAAA -Ad Man of the Year' wood agencies include: Purex (FC&B and Weiss), U.S. Borax (Mc-E) ; Tidewater Oil (Grey) ; Mattel Toys (Carson/Roberts) ; Star-Kist Tuna (Burnett) ; Vic Tanny's Health Clubs (Charles Stahl) ; Farmers Insurance, Inter- state Bakeries, and Thrifty Drug Stores (all H-C&H) . Surprisingly, the largest exclu- sive users of broadcast time out of Hollywood are religious accounts that have for years bought spot Club and Hollywood's own and separate Ad Club are very much in the limelight in civic and develop- ment affairs through the added efforts of Harold Wright, general manager of the L.A. Chamber of Commerce, and Claire Grimes, ex- ecutive secretary of the Hollywood C. of C. Hollywood is the home, too, of the president of the Advertising Assn. of the West (AAW) , Robert Hemmings of the Smith & Hem- the dream, the living end, for countless men and women all over the world who would stake every- thing on a chance to prove their ability to climb the heights in the writing, creating, producing, acting and engineering fields just to work under the enticing living condi- tions of the Sunny California they have heard so much about. Hollywood museum. Hollywood is rushing its plans to add to the grandeur and attractiveness of the 42 SPONSOR/ 19 November 1962 West by constructing, at long last, he long-needed Hollywood Muse- jm to house all facets and histories p the movie and entertainment vorld, radio, television, etc. This project will be located di- rectly across from the Hollywood Bowl, and is expected to more than .'ulfill the expectations of all. Hollywood stands head and ihoulders above New York or any jther city in the world as a broad- est ing center. This applies, too, throughout southern California, whose topo- graphy breaks down the 10 million population into eight distinct and separate markets that make up the advertising field, the majority ol whom migrated here, their opinions of the city's ad opportunities. Replies Jack Mann, v. p., western division, ABC Radio: "The na- tional advertisers and marketing people who reside East of the Rock- ies have finally, almost against their will, discovered the West. The prime reason is the fact that the figures can no longer be ignored, particularly California overtaking New York as the nation's biggest state. "For many years marketing and advertising people have been at- tempting to string the country to- gether as one marketing entity. al giants are slill in (lie East. Ol the top 500 in America, onh .1 handful are western-based firms. And it's the big budget accounts which determine the balance ol power in advertising. The eastern business colossus is making a major thrust toward Europe's Common Market. And this, unfortunately, is in the opposite direction from Wilshire Boulevard. "The prowess of western adver- tising is likely to come from crea- tive quality rather than quantity." Another point of view is taken by Harold Wright of the L.A. Cham- ber of Commerce. "The impend ing assumption by California of wheels of radio/tv advertising in LA, biggest ad city in West HILDRED SANDERS I'.f).. radio/ti' director Honig-Cooper i- Harrington JACK MANN <'./'.. western division ABC Radio ROBERT HEMMINGS i'. p., Smith if Hemmings pres., AAW •ales organization known as the Southern California Broadcasters \ssn. Headed by veteran ad man Rob- •rt Light, who also is president of he Hollywood Advertising Club, his association has done much to :ocus the attention of regional and lational advertisers on the scores of "adio/tv stations that serve these :ight entities. Ad leaders, sponsor asked some nen and women in the Hollywood Now these same men are recogniz- ing the fact that there are major differences in geography, way of life, and point of view in different regions." Comments Marvin Cantz, presi- dent of Tikis &: Cantz: "It's a mis- take to suggest that Wilshire Boule- vard is about to challenge the su- premacy of Madison Avenue — at least in size and scope. Although the center of popidation continues to move farther West, the industri- first place among the states will have profound effects upon the leadership of this community in the advertising field. "The facts that we are already the leading producer of tv adver- tising, that advertising agencies from all over the world are estab- lishing offices here, are only fore- runners to developments of the next few years. Continuing growth must inevitably translate itself into national advertising leadership." ^ P0NS0R/19 NoviMBER 1962 43 VIDEO TAPE is the shape of QUALITY TV commercials TODAY! FAST, SMOOTH ROAD T Scotch brand video tape combines visual elements instantly for "right-now" viewing! On "Scotch" brand Live-Action Video Tape, you can electronically mix free-wheeling visual ideas with unequalled speed! No sweating out the lab wait for costly, time-consuming processing! Video tape plays back the picture moments after the latest "take" — helps conserve precious production time. The sky's the limit on special effects you can achieve with "Scotch" Video Tape. The automotive "teaser" commercial at right, for example, matted the man, seat, steering wheel into a previously taped highway scene. It dramatized the performance but kept secret new car styling. With video tape and today's versatile electronics equipment, you can combine different back- grounds and foregrounds . . . put live-action on minia- ture sets or in front of stills or movies . . . combine several images of the same person. You can introduce pixies and giants ... do split-screen comparisons . . . create special-pattern wipes . . . combine photos, drawings, cartoons, movies, live-action — you name it! Video tape shows how you're doing immediately when improvements are easy, corrections economical! And that's not all! "Scotch" Video Tape achieves "presence" extraordinary, makes recorded pictures look live. Editing's easier than ever. And "Scotch" Video Tape records in either black-and-white or color, with no lab processing. Ask your nearby video tape production house for details on all the advantages of tape. Or send for free booklet, "Techniques of Editing Video Tape," which includes several examples of spe- cial effects. Write Magnetic Products Division, Dept. MCL-112, 3M Company, St. Paul 1, Minn. "SCOTCH" IS A REGISTERED TRADEMARK OF MINNESOTA MINING S MANUFACTURING CO.. ST. PAUL ». MINN. EXPORT: 99 PARK AVE.. HEW YORK. CANADA: LONDON. ONTARIO* ©1962. 3M CO. 44 SPONSOR/19 NOVEMBER 1 9< NJNSOfi >ECIAL EFFECTS-NO LAB DETOUR! 'ONSOR/19 November 1962 magnetic Products Division 3m feH COmPANY 15 OLD FAITHFUL: Even man's best friend gets to know us pretty well, because the family he lives with spends a lot of time tuned in. Metro share in prime time is 90%, and homes delivered top those of any sta- tion sharing the other 10%. (ARB, March, 1962) Your big buy for North Florida, South Georgia, and Southeast Alabama is <§> WCTV TALLAHASSEE THOMASVILLE BLAIR TELEVISION ASSOCIATES National Representatives 'COMMERCIAL COMMENTARY Continued And he is wholly realistic in his appraisal. He says, "The costs entailed in communicating with the public today have become so great that it is no longer a simple matter tc separate media's role and the advertiser's requirements. I believe the\ must be separated for the good of the media as well as the ultimat good of the advertiser. But how is a real problem." In bringing these matters up before the ANA, Merrill Panitt obvi- ously hoped to strike sympathetic sparks at Hot Springs. He asked, "Isn't it an advertiser's interest, perhaps his responsi bility, to keep media healthy? If radio stations in some areas are nothing more than wireless jukeboxes, doesn't this concern adver tisers? If magazines become preoccupied with sex in blatant efforts to grab circulation, shouldn't advertisers wonder how healthy they are?" Good questions all. And yet, when I asked assorted ad manager and marketing v.p.s at the Homestead for their opinions of Panitt's talk, I found few who are really stirred by his remarks. The trouble is, I am afraid, that media cannot look to advertisers to police media health. The responsibility really belongs to broad- casters and publishers themselves. And it is they who, in self defense, must come up with new, radically different operating formulas. The challenge to media managements What the tv networks, the operators of tv and radio stations, the publishers of print media are facing today (if they have brains enough to face it) is a grotesque case of management imbalance. Too much policy power has shifted to their sales departments. There's no point in getting sore about this. Or emotional or hys- terical. There are good understandable reasons why it has happened. But the challenge now to media managements is to devise some entirely new type of structure— a different kind of organization from any of the traditional patterns— which will allow proper emphasis to be placed on reaching, interesting, and appealing to audiences, quite aside from advertising considerations. In many, perhaps most companies, this will involve giving pro- gram and editorial people a stronger voice in management councils. It will also involve a new approach to research. How much so-called "audience research" today is done out of a sincere desire to find out what readers, viewers and listeners would like to read, see and hear? How much is done for sales reasons? My guess is that if you took all the "audience research" done by NBC, CBS, and ABC, you'd find that less than 20% of it originated with the network's program departments. Fully 80% is done solely to prove something to advertisers. This is a wholly cockeyed situation (and it is true of publisher and station research quite as much as with the networks). The trouble is that any medium, if it is to stay healthy, must devote a major share of its energies to understanding, being close to, and finding new ways to satisfy the people in its own audience. Otherwise it loses contact with the very thing which makes it attrac- tive and valuable to advertisers. I suspect that in the long run what we shall have to develop is an entirely new breed of editors and program chiefs. Certainly one reason for their present weakness in media manage- ments is that they themselves are weak men. Only when we have individuals with vision, dedication, and real power in program and editorial offices can we hope to solve the crisis. Only when we have such men can we realize our potentials. 46 SPONSOR/19 November 1962 Film docs the unusual! A frame-filling cascade of tomatoes, onions, celery and carrots vividly demonstrates the fresh ingredients used in Prince Spaghetti Sauce. How done? By high-speed, stop-motion photography . . . carefully contrived so each vegetable carries the story of crisp farm freshness! Shot on EASTMAN Film, of course . . . with prints on EASTMAN Print Stock! Two steps— negative and positive— both of vital importance- to sponsor, network, local station and viewer. Moral: Plan carefully and . . . Go Eastman all the way! For further information, get in touch with Motion Picture Film Department EASTMAN KODAK COMPANY, Rochester 4, N.Y. East Coast Division, 342 Madison Avenue, New York 1 7, N.Y. Midwest Division, 130 East Randolph Dr., Chicago 14, III. West Coast Division, 6706 Santa Monica Blvd., Hollywood 38, Calif. For the purchase of film, W. J. German, Inc. Agents for the sale and distribution of EASTMAN Professional Films for motion pictures and television, Fort Lee, N.J., Chicago, III., Hollywood, Calif. I ■ ■ ADVERTISER: Prince Macaroni Mfg. Co. AGENCY: Bauer-Tripp-Foley, Inc. PRODUCER: MPO Videotronics BIGGEST MOVE IN K.C. More accounts Movim INCREASED FACILITIES and INCREASED SELLING POWER KUDL Irv Schwartz Adam Young. Inc. V.P. & Gen. Mgr. Mid-West Time Sales TIMEBUYER'S CORNER Media people: what they are doing| and saying Joel Segall, Grey (New York) buyer, added Diamond Crystal Sa to his already well endowed account list: G. E. flash bulbs, Westinj house appliances, Catalina bathing suits, Ivory Shampoo, and Downc Fabric Softener. He also has himself a new assistant. The newcome; Bill McDonough, a young man from Waukeegan. 111., and a recer University of Colorado graduate. Bill replaces Don McCarthy who la week went to Manoff (New York) to take over Bud Pfaff's former a<§|l! counts. Bud, as reported here 15 October, left Manoff to be assistar buyer on Standard Brands at Bates early last month. Just in case you're wondering what's behind Lynn Diamond's (Zlow< New York) apparent disappearance from the New York timebuyin scene, the villain in this case is ill health. Lynn, as many will recal was a longtime Mogul, Williams & Saylor buyer before she joine Chalk up one more for Arkwright's presentation tape file Robert Rothman (1) radio/tv coordinator at Arkwright Advertising, sizes u ROIL, Omaha, tape handed him by KOIL's v. p. and general manager, Stev Shepard, before adding it to the agency's presentation tape library. Lookin on is Gil Miller (far-r), who is an account executive at H-R Representative Zlowe early this year. Lynn's in Maine right now trying to win bad some of her former zest. At press-time no one had been tapped t replace her at Zlowe. Speaking of replacements: Mary Dowling's move from Ellington t Atwood-Richards (New York) last week has triggered a bit of specula tion as to whom will be named to take over her Ellington buyin chores. The speculation can be laid to rest by this late word from th agency: no one will be hired to fill that spot. Back in the business again after a five-year hiatus is Elaine Whelan former Mogul, Williams & Saylor (New York) chief timebuyer. Elaine who tabled her career to raise a family, is back in action now at Alt man, Stoller 8c Chalk, New York, buying on such accounts as Sprint. Maid sheets and Tweed perfume (division of Lentheric). The "raised (Please turn to page 50) 48 SPONSOR/ 19 November 196: ANSAS BROADCASTING SYSTEM VH — WICHITA- HUTCHINSON . KTVC — ENSIGN tYS-TV — HAYS KLOE-TV — GOODLAND KLOE-TV KAYS -TV KANSAS KTVH KTVC • 1,202,200 people — four times the population of Nevada. • 368,740 households — 3' 2 times the households of Wyoming. • 332,700 TV homes — three times greater than in Vermont. • $2,225,301,000 consumer spendable income in this new major market. • Exclusive CBS-TV Coverage! • One buy covers Kansas. SJEW 77-COUNTY MAJOR MARKET KBS UNTIES NSAS: rber rton tier ase ?yenne irk manche wley catur :kenson wards is sworth iney rd ary ve aham ant TOTAL HOUSEHOLDS 2,880 10,070 12,360 1,350 1,510 1,160 1,130 12,370 1,910 7,240 1,670 5,840 2,560 4,750 6,530 8,140 1,170 1,690 1,470 TV HOMES HOMES PERCENT 2,290 80 9.320 93 10.880 88 1.030 76 1,250 83 1,020 88 790 70 10,410 84 1,580 83 6.020 83 1.430 86 5,190 89 2,040 80 4,120 87 5.760 88 7,140 88 850 73 1,470 87 1.240 84 KBS COUNTIES Gray Greeley Hamilton Harper Harvey Haskell Hodgeman Kearney Kingman Kiowa Lane Lincoln Logan Marion McPherson Meade Mitchell Morris Morton Ness TOTAL HOUSEHOLDS 1,340 650 960 3,290 8,260 880 930 890 3,090 1,470 960 1,910 1,210 4,830 7,680 1,730 2,940 2,480 1.020 1,750 TV HOMES HOMES PERCENT 1,130 84 540 83 700 73 2,790 85 6,850 83 760 86 720 77 780 88 2.790 90 1,010 69 830 86 1,390 73 900 74 3,750 78 5,840 76 1,650 95 2,220 76 1,890 76 810 79 1,460 83 KBS COUNTIES Norton Osborne Ottawa Pawnee Phillips Pratt Rawlins Reno Rice Rooks Rush Russell Saline Scott Sedgwick Seward Sheridan Sherman Smith Stafford TOTAL TV HOMES HOUSEHOLDS HOMES PERCENT 2,650 2,550 2,360 3,040 2,920 4,100 1,550 19,360 4,530 3,030 2,030 3,690 17,330 1,580 110,200 5,040 1,210 2,150 2,710 2,590 2,170 1,850 1,710 2,590 2,040 3,580 1,260 17,420 4,040 2.620 1,740 3,030 15,080 1,340 100,040 4,240 970 1.830 2,210 2,190 82 73 72 85 70 87 81 90 89 86 86 82 87 85 91 84 80 85 82 85 KBS COUNTIES Stanton Stevens Sumner Thomas Trego Wallace Wichita COLORADO: Baca Cheyenne Kit Carson Lincoln Prowers Yuma TEXAS Lipscomb Ochiltree TOTAL TV HOMES HOUSEHOLDS HOMES PERCENT 600 1,320 8,390 2,270 1,630 600 820 1,960 830 2,120 1.680 4,000 2,890 1.060 2,920 440 73 920 70 7.270 1,710 720 530 1.340 1.330 2,380 2,130 87 75 1,250 77 470 78 620 76 37 64 63 79 60 74 680 64 2.490 85 KBS TOTAL 368,740 332.700 86 BLAIR TELEVISION Sntional Representative! P0NS0R 19 NOVEMBER 1 %2 10 CHATTANOOGA TV VIEWERS HAVE ESTABLISHED "LUNCH 'N FUN" AS TOPS IN EVERY CATEGORY THAT ANY RATING SERVICE HAS SEEN FIT TO MEASURE WDEF TV (12] CHATTANOOGA Call NOW! TOBACCO NETWORK HAS PERSONALITY PROGRAMMING • ■ NOW 14 daily program features on N. C. Regional Radio Net Regional News 0 Sports 0 Weather Commentary Q Farm Reports 8 POPULAR PERSONALITIES AVAILABLE: Full sponsorship/Spot participations/Adjacencies (Also Merchandising and Promotion) BUY UP TO 28 STATIONS AT GROUP DISCOUNTS OR SELECT ONLY THE N. C. MARKET YOU NEED! Get Regional Saturation with local "Main Street Radio" coverage... Rep: T-N Spot Sales TOBACCO N Y„ Chicago. J^Jv^J Atlanta, Raleigh radio network TIMEBUYER'S CORNER Continued 50 family: a son, almost five years old, and a two-and-a-half-year-old daughter. Agency-hopping dept.: Ellen Kourtides switched from buying on American Motors (Rambler) at Geyer, Morey, Ballard (New York), to Altman, Stoller & Chalk as assistant to Elaine Whelan. Just to set the record straight: A common error made by almost every- one in the business (including us) is pronouncing (and often spelling) Lennen & Newell's Mary Ann Hoey's name to sound like Dorothy Houghey. To add to the confusion, Dorothy, a longtime Grey buyer on P&G, switched last month (see Timebuyefs Corner, 22 October) to Len- nen &: Newell (New York) where Mary Ann Hoey has labored for the past four years as tv/radio buyer on such accounts as Consolidated Cigar, McCormick & Co., and Ansco. Dorothy Houghey (we admit blushingly, to have spelled it Hoey) on the other hand, has been as- signed to network buying at L & N. The Corner pays its re- spect this week to Grey's (New York) affable broad cast buyer, Hank Hudson. Genial Hank, who buys on P&G's Lilt and Jif Peanut Butter, manages good-na- turedly to take in his stride "what-may" during the course of a work day. Even such interruptions as WESH- TV's (Daytona Beach) glam- our gals (see photo-1) who bring Hank tidings of what G.E.'s new space plant in Davtona Beach will mean in added buying power with the employment of some 6,- 000 additional people there. Hank, who has been buying at Grey for more than a year now, came up through the agency's trainee course. He joined Grey a year-and-a-half ago from Irving Trust, International division. A bachelor still, Hank lives with his parents and family in Morristown, N. J. He was grad- uated—cum laude— from Georgetown U.'s (Washington, D.C.) School of Foreign Service in 1959. Despite the fact he seemed headed in another career channel during his school days, Hank is happy he chose this phase of the advertising world. What's more, he's aiming at top echelon account work. Can't help wondering: Who can top Zlowe's (New York) Arthur Edelstein when it comes to logging buying tour mileage? Art, who buys on DeLuxe Toys, has clocked over 30,000 miles so far this year sizing up potential buying markets all across the country. ^ SP0NS0V19 NOVEMBER 1962 This is work? What a lifs! Grey Advertising buyer Hank Hudson en- tertains lovely office visitors from Florida Rich, rich, southern New England loves the sounds of America on -W3S V"''"'V • AMERICANA Bkm- A musical and verbal portrait of the United States, past and present , ,,,,,,*, PROGR A MMING THE BEST 0F^Jfteft^e6,S8SSeee€sesssfte€,e FOLK SONGS COUNTRY MUSIC RALLYING SONGS DIXIELAND TIN PAN ALLEY HITS JAZZ SHOW TUNES WESTERN SONGS AMERICAN CLASSICS s£> COMMENTS BY EXPERTS ON '•£ History and Customs Prose (inci Poetry Furniture and Cookery Books and Printing Art and Art Objects Fads and Foibles iiiiiiiiiiiiiiiiiiiiiniiiniiiimiiiiiiinniMiiiiiHiiiiiiiiHiiiiiiiiiiiiiMiiii iiiiiiiiiiiifiiiiiiuiiiiiiiiiiiiiiifiiiiiiitiiitiiiiiiiiiiiiiitiitiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiitiiiiiiii*iitii>iiiiiiiiiiiiiiiiiiitiitiiiiiiiiiii>iifii»«iiiii*iHt>iti*i«i EVERY DAY Monday through Friday 2:05 - 3:25 p. m. WTIC i Radio 50,000 watts HARTFORD, CONNECTICUT REPRESENTED BY HENRY I. CHRISTAL CO. ^r SPONSOR 19 NOVEMBER 1962 .->] !*• '-Sfri m. \ * WAVE-TV gives you 28.8% more SHOPPERS — 28.8% more viewers, minimum! Since Nov.-Dec, 1957, NSI Reports have never given WAVE-TV less than 28.8% more viewers than Station B in the average quarter-hour of any average week! And the superiority during those years has gone as high as 63.6% more viewers! More viewers = more impressions = more sales! Ask Katz for the complete story. CHANNEL 3 • MAXIMUM POWER NBC • LOUISVILLE ( WA\VE The Katz Agency, National Representatives \ TV 52 TESTING TV COMMERCIALS {Continued pom page 33) Can "attitude shift" (a measure of potential selling power) as a result of exposure to a commercial be measured? In the educated opinion of Grey Advertising's bat- tery of researchers it can, indeed. The Grey technique for charting the selling effectiveness of a com- mercial makes use of the "most ad- vanced tools of measurement from rating scales to electronic compu- ters" and reportedly "eliminates the experimental bias so often found in the usual before-and-after meth- ods." Don't trust Chance. Pierre Mar- quis, vice president and general manager of Audience Studies, Inc., a subsidiary of Screen Gems, whose commercial-testing services are used by many agencies, tv producers, and networks, told sponsor that with the advent of the new tv sea- son, advertisers and their agencies are once again looking at ratings. "They should also be concerned with whether their commercials are effective in influencing the viewers in favor of the product," he said. "While there are ratings for tv pro- grams, there are no similar ratings for a commercial's sales effective- ness. Thus the advertiser has this problem: should he air his com- mercial untested and hope for the best or should he have his commer- cial tested in advance? More and more, the answer has been the lat- ter. Tv is too expensive to allow an advertiser to leave to chance the question of whether his commer- cial will or will not do the job." Is message clicking? "it never ceases to amaze us that an adver- tiser who will invest millions of dollars in time and talent, addi- tional money in the creation and production of his commercials, and large sums in program merchan- dising and promotion — will then risk a poor return on his invest- ment through neglect," F. Wallace Knudsen, vice president and direc- tor of TV Surveys, Inc., commented. "Is your message getting across to your viewers?' This is the ques- tion advertisers should constantly be asking themselves. The fact is that any national advertiser who is not continuously researching his (Please turn to page 58) SPONSOR/ 19 November 1962 -THINK- Why does the largest local television advertiser spend over 90% of his ad- vertising budget on KRNT-TV? And why has he for several years? Try to think like the owner does. If it was all your own money and all your own sweat and tears that had built up an outstanding business, and that business was all you had between your family and the poor house, you'd soon find out the best television station to use. If it was a question of sink or swim, you'd swim or you wouldn't have been smart enough to start the business in the first place. You would want advertising effectiveness — want it real bad . . . have to have it. You could take or leave alone all that jazz about ratings, total homes, cost per thousand and on ad infinitum. You'd seek to buy sales at your dealers' cash registers for your advertising dollar. Every moment would be the moment of truth for your advertising because you had to eat on the results. Well, that's the way this local advertiser thinks and acts and so do many more like him here in Iowa's capital city. Think of this . . . nearly 80% of the total local television dollar is spent on this one-rate station and has been since the station's inception. In a three-station market, too, by government figures! Such popularity must be deserved! Think — Tis the till that tells the tale. If you seek to sell your good goods in this good market, this is a good station for you to advertise them on. People believe what we say. We sell results. KRNT-TV Des Moines Television Represented by The Katz Agency An Operation of Cowles Magazines and Broadcasting, Inc. SPONSOR/ 19 November 1962 53 "In the Charlotte market results mean WSOC-TV"...Leon Robbins * Orkin Exterminating Company's new home office on Piedmont Road in Atlanta will be ready for occupancy in 1963. Nearby neighbors get to know a lot about you. Fast. So when you are scheduling in the Carolinas, take a lead from Southeastern advertisers and agencies who know the Charlotte market best. Go strong with WSOC-TV. You'll like the personal support and follow-through our staff people give you. You'll like the sales our big audience gives you. WSOC-TV is one of the great area stations of the nation. WSfMV CHARLOTTE 9-NBC and ABC. Represented by H-R 54 WSOC and WSOC-TV are associated with WSB and WSB-TV, Atlanta, WHIO and WHIO-TV, Dayton SPONSOR, 19 NOVEMBER 1962 WASHINGTON WEEK 19 NOVEMBER 1962 / Copyright 1962 What's happening in U.S. Government that affects sponsors, agencies, stations There is some suspicion that it might be called the Henry Hiatus. The FCC, with a full agenda of very important questions to settle, has been very quiet for months. Whether or not the pause was so intended, the newest commissioner has been getting a chance to familiarize himself with these questions. Henry has remarked privately that it wasn't until he began to learn about the regula- tory job he has undertaken that he realized how little he knew about it. In his early months on the FCC, he has passed up many opportunities to vote. Meantime, the major questions such as network option time, network regulation, new programing forms have been allowed to slide. It is now believed that the Commission will shortly turn from the comparatively . unimportant matters it has been deciding for some time to tackle some of the highly controversial and very important problems. It is also believed that E. William Henry will shortly stop abstaining from voting. The second New Frontier FCC appointee has been playing it close to the vest on the matter of whether he'll play Folio w-the-Leader with the first, Newton Minow. But the consensus of opinion is that it will be a rare matter which finds these two voting on op- posite sides of the fence. FCC Commissioner Frederick Ford isn't exactly a voice crying in the wilder- ness with respect to his call for tearing down Sec. 315 and starting all over from the beginning. He could almost surely count on the votes of Commissioners Rosel Hyde and T. A. M. Craven. This would make the vote, at worst, 4-3 against the proposition. How- ever, it is entirely possible that one of the other Commissioners might vote with him to carry the day. The FCC feels the equal time provisions represent as much of a regulatory burden as they do a burden for broadcasters. The idea of a set of rules less cumber- some on all concerned, developed cooperatively by FCC, Congress, politicians and broadcast- ers, could be appealing to Commissioners. The chances are, however, that no vote will ever be taken. Because, of course, it is Congress which decides whether or not the law should be changed. The Com- mission would probably avoid sticking its neck out, other than to testify in general terms about how Sec. 315 has worked out, when and if the proper Congressional Committees hold hearings. FCC would also recommend changes, which would require a vote, if asked to. A minor case in terms of the interests involved (two small town radio stations :..... and one small town newspaper) will probably become a landmark case for adver- tisers and advertising. The Supreme Court has agreed to hear arguments in a case involving ads placed by a Texas optometrist for eyeglasses on KHOB and KWEW and in Hobbs Flare, all Hobbs, N. M. State law forbids advertising of eyeglasses. The newspaper and KHOB took the case to courts, but lost in New Mexico. This brought the station and paper to the Supreme Court with their argument that New : Mexico, in banning the ads, is interfering with interstate commerce. The fact that the Supreme Court agreed to hear the case — it turns down most appeals without comment — in- dicates that the highest court believes the case involves substantial Federal questions, and is important. Most importantly, after hearing arguments there will likely be a detailed Supreme : Court decision which will thereafter be a precedent when and if States attempt to regulate or otherwise tamper with interstate advertising. SPONSOR/ 19 NOVEMBER 1962 55 SPONSOR HEARS 19 NOVEMBER 1962 / c*yri|kt n A round-up of trade talk, trends and tips for admen Put down Pat Weaver as probably No. 1 among multiple title holders in the advertising business. He's already graced with two, chairman of the board of MiCann-Erickson Interna- tional and president of M-E Productions, and there's a third in process of being carved out for him. The third one will have to do with his latest assignment : heading up all Interpublic's media affairs. The share of viewer attention that ABC TV's election returns garnered has in- spired some of the Madison Avenue sophisticates to wonder out loud whether James Hagerty's orientation to crack experts instead of personalities has put his prospects on the right track. Their view: every phase of tv entails a strong emphasis on showmanship and that in- cludes the personal conveyance of news commentary; the news talent can be of the high- est order hut unless the element of personality, or showmanship, shines through, the task of gaining mass appeal is a pretty tough one. Veteran tradepaper newsmen may have derived a bit of the sardonic from the networks' justifiable protest against some of the news curbs put into effect by the Administration during the Cuban crisis. These veterans perhaps couldn't resist recalling the networks' own gradual tightening of control over intramural news during recent years. An agency which was recently dropped by the wayside when an eight-figure tv account realigned its stable of agencies has a sort of benchmark in the relationship. Deterioration in its hold on the business dates back to the day when the account super- visor skipped over the head of the market director to the company president with the presentation of a brainflash. Don't let anybody tell you that the ad agency business lacks a vein of sentimen- tality. Existing in some of the very oldline agencies are batches of accounts that have been in the house for many years and whose commissions don't pay for their keep. Top managements of such accounts may have changed but the agencies would rather go on wrestling with this problem than put themselves in the position of what might be likened to abandoning an old friend just because he hasn't kept up with the Joneses. Just to keep the record straight: Hazel Bishop in late August issued a com- munique that it would back up its new Continental lipstick and nailpolish with a six-week saturation campaign in 150 tv markets starting in September. The fact : the list came to around 70 markets. There has been no network since June. You'd be somewhat premature if you pointed to what's happened to Lambert & Feasley as marking the end of the era of the substantially endowed house agency. There's still Vick's Morse International, remember ! 56 SPONSOR/ 19 NOVEMBER 1962 $$ w //MORE Adult Men 1 8 to 49 \K f|1) P \ * MORE Adult Women 1 8 to 49 jyiy AftU MORE Teenagers and Children LISTENERS IN CINCINNATI THAN ANY* OTHER STATION *CALL robert e. eastman & co., inc. He'll prove it to you with the latest Pulse and Hooper Figures! UPITER BROADCASTING w/sai Richard E. Nason, Pres. Lee C. Hanson, Gen'l. Sales Mgr. Mj 1 1 1 ftjl 1 1 1 ITTTT1 in Cincinnati SPONSOR/ 19 November 1962 57 The smartest bees are those who go where myriads of petunias grow n* , T\9y^> w BK Smart advertising planners recognize the rich sales potential of In- land California and Western Nevada markets. And they know that a single media decision can put a selling message into this entire area. BEELINE RADIO does it. The McClatchy stations reach more radio homes than any other combination of stations here — at the lowest cost per thousand. ( Nielsen Coverage Service 1961, SR&D. ) McClatchy Broadcasting Company delivers more for the money in Inland California and Western Nevada PAUL H. RAYMER CD. — NATIONAL REPRESENTATIVE KOH RENO . KFBK SACRAMENTO . KBEE MODESTO . KMJ FRESNO . KERN BAKERSFIELD TESTING TV COMMERCIALS (Continued from page 52) copy and its effect on viewers is jeopardizing a very sizable invest- ment. Today there are nearly as many types of copy testing as there are copy approaches. The salient point is that for him to do nothing is foolhardy and, more important, can be wasteful." Like others in the field of tv com- mercial testing, Eric Marder, head of Eric Marder Associates, a mar- ket and advertising research organi- zation, feels that until recently this aspect of advertising was in a state of intellectual chaos. Marder re- cently observed that testers had worked haphazardly without a basic theory of advertising and without a specific definition of the objec- tives of advertising. "Finding that it was technically difficult or expensive to do what needed to be done, they did instead what was easy and cheap to do," Marder said. "The emphasis was on grinding out a lot of numbers rather than on getting the right answers." Marder was convinced that the situation was changing rapidly and that more and more advertisers are realizing that they have a major slake in the tv commercials they run — and are questioning to what extent the numbers obtained in many so called "tests" reflect what actually goes on in the world. Two requirements. "In our work, we are acutely conscious of this problem," Marder noted. "We don't want to measure artifacts. We don't want to measure peculi- arities of the test situation. We want to make certain that we are measuring the actual effects pro- duced by the commercial itself. Ac- cordingly, we have deliberately limited ourselves to what we call 'real-life' tests. By 'real-life' tests, we mean tests that meet at least two requirements." These requirements are a) that the respondent does not know at the time of being exposed to the commercial that he is participating in the test, and that b) the re- spondent does not know at the time of being interviewed that there is any connection between the inter- view and his prior exposure to the commercial." 58 SPONSOR/19 November 1962 Catch-2 "Don't waste your time," Doc PhD told him. "There must be other stations in Eastern Iowa." "We disappeared them." "Read me your last line back." "Read me your last line back." "Not my last line — your last line." "We disappeared them." "How can you disappear a station?" "Atrophy." "A trophy as in coveted award?" "No. Atrophy as in a tv set's front end." "Where?" "In Eastern Iowa. The Darwin of the air waves* has chronicled evolution at work. Because WMT-TV (Channel 2) (CBS tele- vision for Eastern Iowa) is number one in share of audience in all time periods from sign-on to sign-off, Sunday through Saturday, many channel selectors of the front ends of sets in the area have atrophied." "There must be a catch." "Yeah. Catch-2, as Eastern Iowans do." *ARD. The Katz Agency, our national reps, has addi- tional anthropological and technical data. SPONSOR/ 19 November 1962 59 Alert WHBF radio • fm - t&l&t/ision IN RICH ROCHESTER, N.Y.... THE NEW WROC Jf NBC BASIC with NEWS, EMPHASIS, MONITOR }+• LIVE ACTION LOCAL SPORTS Jf- DYNAMIC LOCAL NEWS COVERAGE if NEW "SOUND OF THE CITY" PERSONALITIES CONTACT YOUR PETRY REP OR JIM SCHOONOVER Station Manager WROC ROCHESTER, N.Y. RADIO 1280 NBC jniiimiinnijiir, ,„ ,-,;;? Program may be key. Max Trendrich, executive v. p. and di- rector of media, Weiss & Geller, Inc., pointed out that copy testing in advance of publication has long been an aid to the creative services at agencies. However, pre-testing of tv commercials without exposure in actual market situations may not be the answer. "The Lestoil commercials, in the inception, may not have been prize winners, but look at the results!" Tendrich said. "Harry and Bert, now brought back by 'popular demand,' seem to have been well-liked but did they sell beer?" According to Tendrich, the pro- gram in which a commercial is placed may be the determinant of its effectiveness. The star of the show, the mood of the show, the type of show, the geographic area in which the program is shown, the position of the commercial within the show, what the viewer is doing at the time the program is being watched, all may influence the at- tention the viewer may give to a commercial. "How to plot these variables into a formula or a plan for pre-determining the effective- ness of commercials is quite diffi- cult," Tendrich concluded. Out-of-town opening. Testing tv commercials is like an out-of- town tryout for a Broadway show, in the collective opinion of Arthur C. Mayer, v.p. and copy director and Vincent J. Daraio, v.p., tv pro- gram and production, Hicks & Greist, Inc. Both men said that before "we test, particularly if it is a question of format (animation vs. live action or jingle vs. straight narration) , we check our files to make sure the test has not already been performed on the commercial by some reliable outside service. "We maintain extensive files of material covering results of our own and other previous tests," they said. "However, if there had been no previous test covering the area being considered, we would test for one of two reasons. We would test the strength of a pro- posed copy appeal (does the view- er interpret our message as it was intended) as compared with an- other appeal. Or we would test a new technique, an untested tech- nique, to prove its value or remove any doubts that might exist about using it." However, results of any test must be taken with a grain of salt, be- cause any result will only show what people like or what they re- member, Mayer and Daraio ob- served. "There's never been a test that will show whether as a result of a commercial, people will buy. In the final analysis, one must make the commercial, put it in the market place, either nationwide or in test markets. The only conclu- sive test result is the sales action in the market place." Testing is compulsory. Leslie L. Dunier, v. p. in charge of radio- tv, Mogul Williams &: Saylor ob- served that "it's not only advis- able but we think it's compulsory to test commercials in one form or another before huge budgets are expended. "Several years ago — with the ad- vent of video tape — we first experi- mented with various creative ap- proaches including this new com- mercial technique," Dunier re- called. "We employed the facili- ties of a small-market tv station to H Is the Solid Spanish Diet of 394,286 Latins in the San Francisco Oakland Bay area at 1050 kc. from 8:45 a.m. till Sign Off! MARKET FACTS Median Annual Income $5,710* For MORE Gainfully employed males ...91.3% Gainfully employed females 32.8% Home ownership 55.5% *Far West Surveys, Latin pop.— 6/62 AFFILIATED WITH THE opanishl <^ IN SAN FRANCISCO, CALL KOFY -YU 2-9933 IN NEW YORK, CALL "Rl\/-YU 6-9717 Mlarket ^jroup 60 SPONSOR/ 19 November 1962 produce a series of inexpensive tape spots. As part of our agree- ment with the station for offering such facilities, we developed a test media schedule for the purpose of transmitting the commercials to a consumer panel. Reactions of con- sumers were often enlightening and helpful in the planning of final commercials. Even before we pro- kice test-commercials, we check out the storyboards vis-a-vis competi- tion through a standard q-and-a interview. This instant testing technique, which I believe is now used by many other agencies, pro- vides us with an objective guide in determining how successfully we've Managed to stress the major copy points and how deep an impression they've made in the viewer's mind. The high cost of tv advertising makes it imperative to pre-test whenever practical. If it's de wgueur to test-drive a $3,000 car before buying it, can there be any valid argument against pretesting a campaign costing 100 times that amount?" Using mobile surveys. Mobile surveys with the use of trailers are proving inexpensive ways of test- ing commercials. This is being vividly demonstrated by at least one advertising agency, namely Tatham-Laird, Inc., Chicago-based organization, and also Universal Marketing Research (the Modern Advertising Laboratory) , and the Graham Research Service founded by John E. Graham. Tatham- Laird started testing copy and other elements of advertising two years ago but its present equip- ment, a familiar sight in Chicago shopping centers, came into being early this year. Participants assist- ing in the tests receive 1 1 merchan- dise certificates. The agency seeks measurements on 1) basic appeal of sales proposition; 2) respond- ent's understanding of the proposi- tion; 3) respondent's sense of per- sonal involvement with product; 4) believability of the ad's promises or claims; 5) attitudes created by ad toward product and 6) attitudes created by ad toward ad itself. Similarly, Universal Marketing Research sets up its trailer near a "class-spread" shopping center. The purpose of the testing session is not disguised. Commercials are placed lin a neutral five-minute film in or- der to cut clown on the starkness ordinarily attending the display of commercials alone. No more than three commercials are included in any one showing. Interviews by highly trained lull-time employees follow the showing of commercials. Any discussion of the various methods of copy testing seems to generate a good deal of emotion, clue at least in pan to confusion over the means by which advertis- ing actually achieves its effect, Hugh S. Hardy, president of Uni- versal Marketing Research, told sponsor. "Obviously, one must have a consistent theory oi adver- tising, if a valid technique of mea suring copy effectiveness is to be developed," he insisted. Purpose of advertising. Hardy explained thai advertising is not just a message or a piece of com- munication. "It is a cause which is supposed to produce a change in something else," Hardy said. "Even though the ultimate change (or ef- fect) may be increased sales, there are few occasions when sales are a suitable gauge for measuring ad- )tgc Kupper ol Pete'} G'.Hin Arin 8 pants TUarket Qroup t.i 62 SPONSOR/ 19 November 1962 jnanimous by acknowledging the lelp of reps in "starting the ball oiling" for their syndic product. Uppermost in his mind, however, Arere two current ITC projects. First is the firm's program partici- pation plan (to extend telecasting ifter usual sign-off time) ; the sec- )nd is the all-out merchandising :ampaign, beginning in March, to se tied in with the half-hour Super- :ar series. More than 100 items (toys, games, soaps, clothes, etc.) tlready are being made by over 50 nanufacturers. Mandell also added that ITC's Broadway Goes Latin, produced by Hilton Lehr, is now in over 30 mar- kets. Smith, who took over as Pathe/ lanema-Vue president in January, aid his experience with reps 'hasn't been too extensive." He tdded that his sales force "is as big is that of most companies, and we rsually sell direct to stations and igencies." The main job, Smith said, "is to )ring the company back to its old itature, and to make the old rooster :row again — proudly." The Fontaine Show. "Our big itroke of luck," he continued, "is hat we've got 39 half-hour pro- grams taken about four years ago Maturing Frank Fontaine who has urned out to be the comedy sen- iation of the year on the Jackie jleason Show. Today this series, :alled Showtime, would cost about M ,200,000 to produce. Frank does lis "Cra/y" bit, and some of the Bars include Toni Arden, Burl [ves, Charlie Barnet, Allan Jones, Lawrence Welk, Gale Storm, and nany others. We're starting to sell he series now." Stating that Pathe has 38 mil- lion feet of film to work with, Smith said: "To survive in the in- lependent production and distribu- tion field, you must be creative, work like hell to sell, and come up with unusual programing. We real- ize we can't compete with the MCA's, so we have to be creative. "Our Milestones of the Century (past events) is in f>0 markets," Smith continued, "and we're mak- ing a pilot for 39 half-hours called Our Changing World. We will re- lease three kid shows in 1936: The Wonderful Planet Earth, Yankee Doodle Tales, and Science Scouts. "Also going into production light after the first of the year will be 39 world-travel adventures, photo- graphed in color by explorer Jorgen Bisch, a Dane. "We then plan to make a lull- length motion picture— The World Lausrlis — with a lot of old-time O comedians, including Buster Kea- ton, Harold Lloyd, and Charlie Chaplin. "We're also going strongly into tv news," Smith concluded, "and we have received a lot of good reac- tion from stations about setting up an operation similar to that of the wire services." Carlton (of Trans-Lux) rea- soned, in a long statement, that reps don't affect his firm to any ex- tent one way or another. But he pointed out: ". . . that a rep firm could beneficially increase its service to its stations by taking a stronger position in the program area, making positive recommenda- tions utilizing their knowledge of the station's program structure. This would still mean that the rep would have to rely upon the ex- perience factor rather than straight program evaluation. Otherwise, they would become a supplement- al buying service for which no rep is presently geared." The Mighty Hercules. As did his colleagues, Carlton found time for a commercial. He announced: "New York's newest fully equipped animation studio, Adventure Car- toons for Television, Inc., has been opened in midtown to produce The Mighty Hercules cartoon series for Trans-Lux." ^ HOWARD PROFILE (Continued from page 39) tising can change it. What will we do about it? This is the question that was asked of me, and this is probably the reason I'm now in ad- vertising." One problem is getting people on the move, Howard points out. "We must get the idea across that travel is a cultural necessity in this country. A slogan might be: you don't have to see America first, but you do have to see it sometime." The study, involving over 2,000 passengers, showed only 38% went away from home on their vacation. "It's a staggering figure," Howard admitted. WALA-TV 10 — the only Mobile station providing city-grade coverage to Mobile and Pensacola. COMPARE COVERAGE The Mississippi Gulf Coast, West Florida and South Alabama all get NBC Color from WALA-TV. COMPARE COST When comparing metro rankings, don't forget to combine the Mo- bile and Pensacola figures: the only NBC coverage in both cities is yours for the price of one on WALA-TV. The WALA-TV Market- Over A MILLION PEOPLE with nearly $2 BILLION to spend! Contact: Select Stations, Inc. or Clarke Brown Co. c? TALLEST TOWER ON THE GULF COAST MOBILE - PENSACOLA Cuisine Exquise . . . Dans Une Atmosphere Elegante 575 Park Avenue at 63rd St NEW YORK Lunch and Dinner Reservations Michel : TEmpleton 8-6490 SPONSOR '19 NOVEMBER 1962 63 Car rental ties. Howard feels there are indications of solid po- tential in places where the com- pany can direct merchandising and advertising effort. Of the people studied, 65% said it was important to have a car at the destination. "We've done a little more work on this, and we feel it may be more of an emotional thing than an ac- tual fact. I think the study found that once the travelers arrived at their destination they didn't really drive around a great deal. But the idea apparently is the freedom to move at the other end. Here I think any tie-ins that we can achieve with the rental car people and other kinds of promotions in this area are certainly going to pay off." Pleasure passengers. The ad director seems particularly con- cerned about the low number of pleasure travelers, and plans to use advertising to do something about it. Exact media plans have not been decided yet. The predictions of great growth in recreational travel resulting from more leisure, better education, and higher in- comes, have not been realized. Not only the airlines, but other seg- ments of domestic travel are suffer- ing. Howard pointed out the rail- roads' financial troubles familiar to everyone. "One of the staggering things learned in the ORC studies was that only 10% said that they had considered air for their trip. This is a problem probably for media and mass media advertising. We at Eastern feel that this creates a problem, but we're not going to sit down and say 'well, that's too bad, we'll have to rely on the business- man market to fill the empty seats.' We have to keep working on adver- tising ideas to build pleasure travel." "One pleasure travel idea we're very excited about is a system re- ducing fares 15% for all seven-day- or-more trips. If the idea goes through we'd be advertising it ex- tensively on radio." Outside the Office. As a new ad- vertising executive brought into fo- cus by the recent company re-organ- ization, Howard seeks needed relax- ation on the outside. When he is not at home in Brooklyn Heights reading with his wife and three daughters, he often can be found on the tennis courts. Reading is his primary pleasure. Howard enjoys historical and po- litical novels, particularly by Rus- sian authors. "Russian writers keep you busy for three or four months so you don't have to worry so much about what you're going to read next." Born in the railroad town of Al- toona, Pa., Howard was graduated from Trinity School in New York City, received his B.A. degree from the University of Virginia in 1951, and later an M.A. in business ad- ministration from New York Uni- versity. Although the new ad director is active in several outside activities, he is most proud of his office as vice president of the Brooklyn Heights Assn., said to be the oldest civic organization in the U. S. Vacations are a thing much too infrequent for travelminded How- ard, but when the time comes he takes his wife to Mexico, Puerto Rico, Miami, and Bermuda — by Eastern, of course. ^ EMB Miami's 1st All-Spanish Voice is the Preferred Station of 261,381 Latins! PROGRAM SHARE* "Radio Reloj" 43% "Norman Diaz" 51% "Novelas" 35% "Musica" 31% *Spanish Pulse-June/July '62, average lA hour shares. AFFILIATED WITH THE Spanish { '"'For official Latin population break- down: IN MIAMI, CALL WMET-751-9743 IN NEW YORK, CALL ~E]V-YU 6-9717 market ^jronp 1963 edition off the press! SPONSOR'S 5-CITY TV/RADIO DIRECTORY . . just about every 'phone number you need in these five big cities is in SPONSOR'S 5-CITY TV/RADIO DIRECTORY. Networks, groups, reps, agencies, advertisers. Film, tape, music and news services. Research and promo- tion. Trade associations (and even trade publications). All in the convenient pocket-size, for only $.50 per copy; 10 copies, $.35 each; 50 copies, $.25 each. SPONSOR 64 555 Fifth Avenue, N. Y. 17 SPONSOR/ 19 NOVEMBER 1962 reaches this market best at the lowest (rate card) cost per thousand because KGFJ has: D D 0 D TOP DJ PERSONALITIES PARTICIPATION & COVERAGE OF NEGRO COMMUNITY AFFAIRS SPIRITUAL & RELIGIOUS PROGRAMS NEWS OF NEGRO COMMUNITIES B D B EXCLUSIVE PROGRAMS OF VITAL INTEREST TO ALL NEGROS PUBLIC SERVICE FOR CIVIC, SOCIAL & RELIGIOUS FUNCTIONS SPORTS BULLETINS KGFJ 1230 on Your Dial NON-DIRECTIONAL SIGNAL — 24 HOURS A DAY 4550 MELROSE AVENUE, LOS ANGELES 29, CALIFORNIA • Phone. NOrmandy 3-1181 Represented by: BERNARD HOWARD & CO., New York, Chicago, Atlanta, San Francisco THE PIONEER STATION PROGRAMMING 100% TO THE LOS ANGELES NEGRO MARKET SPONSOR/ 19 NOVEMBER 1962 65 'SPONSOR-WEEK Advertisers Continued PGW stations hold special seminar at BPA Stations repped by PGW held special meetings of their own during the BPA Dal- las convention. Gathered here are (1-r): Charles Clapp, WSJS-TV, Winston- Salem; Dick Robertson; Glenn Kyker, Detroit; Mike Artist, WAST, Albany; Tom Cousins, WCCO, Minneapolis-St. Paul; Lon King, PGW; Phil Wygant, WBAP-TV, Ft. Worth; Roy C. Pedersen, WD AY-TV, Fargo; Paul Ruhle, WSIX, Nashville And Petry also arranges seminar for promotion people Front row (1-r): Kirt Harriss, KPRC-TV, Houston; Dorothy Mugford, WNEP-TV, Scranton-Wilkes-Barre; Cecelia Gauss, WNEM-TV, Bay City; Montez Tjaden, KWTV, Oklahoma City; Charles Cash, WSB-TV, Atlanta. Second row: Bill Steese; Jud Woods, WDAF-TV, Kansas City; Lou Froeb, WTHI-TV, Terre Haute; Gary Walker, KCOP (TV), L.A.; Art Seabol, WTVD, Durham; Casey Cohlmia, WFAA-TV, Dallas; Charlie Larkins, WOAI-TV, San Antonio; Amos Eastridge, KMTV, Omaha. Third row: Jack Carter; Marcus Martlett, WSB-TV; Jerry Carden, WSM-TV, Nashville; Dan Bellus, Transcontinent TV; Ben Holmes; Galen Litethorp, KMTV; George Sperry, WGR-TV, Buffalo; Phil Harrison, WSB-TV; Paul Bein, KOB-TV, Albuquerque; Jim Hanlon, WGN-TV, Chicago Six new directors of the Assn. of National Advertisers were named at the ANA's annual meeting in Hot Springs. They are: Richard Borden, Atlantic Refin- ing advertising manager; James S. Fish, vice president and advertis- ing director of General Mills; T. M. Hunt, general manager, adver- tising and promotion, Aluminum Co. of America; John B. Hunter, Jr., director of advertising, B. F. Goodrich; George H. West, direc- tor of advertising and sales promo- tion, Consolidated Electrodynamics; Ernest P. Zobian, executive vice president, Vick Chemical. Campaigns: General Mills will use the Hershey name for the third time this year. This time it's in connection with the promotion of Cocoa Puffs. Campaign breaks 1 December and will include "King Leonardo" on NBC TV and "Rocky and His Friends," syndi- cated in more than 70 markets. Dancer - Fitzgerald - Sample is the agency. PEOPLE ON THE MOVE: Charles H. Startup to vice president in charge of sales and Herbert R. Degnan to vice president in charge of finance of National Car Rental System . . . Allen A. Atwood, Jr., to marketing manager for mixes at General Mills . . . Patrick D. Kee- nan to product manager of special- ty baking mixes and Arthur R. Schulze to product manager of An- gel Food and Chiffon cake mixes at General Mills, both from P&G . . . John C. Negri to advertising manager in the Biscuit division and Sheldon L. Holzer to assistant advertising manager of the Nabisco special products division at Na- tional Biscuit . . . Earle K. Borman, Jr., to brand manager of Medi- Quik at Lehn & Fink . . . David W. Stotter to vice president in charge of marketing for Drewrys Ltd., U.S.A., from MacFarland, Aveyard. Agencies Wesley Associates is expanding with the acquisition of the Wen- 66 SPONSOR/19 November 1962 dell P. Colton Co. The move, effective the end of this month, moves Wesley into the $12 million billing bracket. The agency started its expansion moves in January of this year with the purchase of the Mann-Ellis Agency and the establishment of a European subsidiary in Geneva. The new subsidiary will be known as the Wendell P. Colton division of the Wesley Associates. It services several accounts in the travel, transportation, resort and hotel fields. Agency appointments: Transconti- nent Television Corp. to Wesley Associates, effective 1 January . . . The Rambler Dealers' Assn. of Greater St. Louis to Winius-Bran- don. Major emphasis will be on radio and tv . . . Champion Paper to Needham, Louis & Brorby, from Campbell-Ewald, Detroit . . . Hoff- man Beverage to Cunningham 8c Walsh for its regular line of mix- ers and flavored beverages, from Grey. Appointment is effective 1 January . . . Revell of Los Angeles ($150,000) to the newly-formed McKenzie, King 8c Lansdale Agency, from Fletcher Richards, Calkens & Holden. About 25% of budget goes to spot tv . . . KFRC, San Francisco, to Gross & Roberts . . . A. Goodman 8c Sons to Smith/ Greenland for its soups, noodles, spaghetti and new products, from Doyle, Dane, Bernbach, who re- signed it due to a product conflict. Financial report: Chirurg 8c Cairns voted a regular quarterly dividend of 12.5 cents per share, payable 1 December to stockholders of record 15 November. Merger: Ashley-Steiner and Fa- mous Artists Corp. will now op- erate as a single corporation under the name of Ashley-Steiner, Inc- Famous Artists Corp. Merger will encompass the entire executive staffs of both agencies. Expansion: Doyle Dane Bernbach will open an office in Montreal on or about 1 December, to be headed by Mike A. Rakmil, formerly vice president and creative director of Stanfield, Johnson 8c Hill Ltd. New TAB leaders talk over plans for new year Jack Roth (1), prcs. and gen. mgr. of KONO, San Antonio, meets with new officers for 1963. Here with Roth are outgoing pres. Gene Hendrix of Alpine (second from 1); new v. p. Wendell Mayes, Jr. of Midland: sec.-treas. Lee Glasgow ol Waco Floyd feted for bond drive Joseph L. Floyd (r), pres. of Mid-Con- tinent Broadcasting, accepts Treas- ury's Freedom Bond citation for his support from savings bond division's Bill McDonald (1) and Elmer Rustad BPA borrows "Big Tex" The BPA brought 1.000-11).. 52 ft. "Big Tex" to its Dallas confab. Huge job was effort of KRLD. WBAP, WFAA, and local firms, sparked by Casey Cohlmia, BPA arrangements chmn. MRflUENTINJlELLY^,uMR.CLAipiANN ^.B-MAINICHLV if k»%24 Pioneer affiliation between U.S.-Japanese tv stations KTVU, San Francisco-Oakland, is exchanging programs and personnel with RKB MaJnichi Broadcasting, Fukuoka. Seated (r-1): Claud Mann, KTVU reporter; Quentin Kelly, p.r. dir.; Hiromichi I to, interpreter; Nforitoshi Kabeshima, news- man. Standing (r-1): news dir. Toshiyuki Muiata: cameraman Yoshinabe Okuaki SPONSOR/ 19 NOVEMBER 1962 67 Top brass: William L. Ballard and David C. Loomis to senior vice presidents at Ted Bates . . . Wil- liam J. F. Brennan, vice president o£ Compton and manager of the Los Angeles radio-tv programing department, will be transferred in January to the New York office as assistant to senior vice president and radio-tv programing depart- ment head Lewis Titterton. Ted Robertson succeeds Brennan in Los Angeles . . . Alex Coleman to senior vice president and a mem- ber of the executive committee and E. A. Warner to senior vice president at Winius-Brandon . . . Richard C. Owen, Jr. to the new post of assistant to the president, with broad responsibilities in the creative services area, at Meldrum and Fewsmith. New v.p.s: James D. Killins and John MacClure at Geyer, Morey, Ballard. Killins was also appoint- ed associate creative director, De- troit . . . Kerwin S. "Win" Koer- per at Potts-Woodbury, Kansas City. He'll be creative director . . . Arthur T. Castillo at Ted Bates, from senior account executive at SSC&B . . . Henry Kornhauser at Kastor Hilton Chesley Clifford & Atherton . . . Richard C. Moses at McCann-Erickson, Los Angeles. PEOPLE ON THE MOVE: E. St. Pierre, formerly of Parke, Davis and Ciba, to assistant director of marketing in charge of merchan- dising and sales promotion at Rob- ert A. Becker . . . William A. Cas- teel to account executive for Cum- mins, MacFail 8c Nutry . . . George N. Beecher, Paul J. Caravatt, Jr., and George G. Milliken, vice presi- dents, to management representa- tives of Foote, Cone & Belding for General Foods, Menley 8c James, and Lever, Angostura-Wupperman accounts respectively . . . Vinton Freedley, Jr., to Len Carey, Inc., Honolulu . . . Tom Hollingshead to media supervisor at Richard K. Manoff . . . Henry Helm, vice pres- ident and account executive for Fuller 8c Smith 8c Ross, New York, to group manager . . . Richard K. Pearson to account supervisor at Erwin Wasey, Ruthrauff 8c Ryan, Pittsburgh . . . Raymond Welch to account executive at K&:E, Detroit . . . William K. Brooks to account executive at Winius-Brandon. Associations The American Marketing Assn. is renewing its attack on unethical trade practices. The recently-adopted Code of Ethics singles out primarily the use of the survey approach to gain entrance for the purpose of sales solicitation. While there are no specific mea- sures for enforcement, the AMA studies deviations and takes ap- propriate action when they are brought to its attention. Latest development in children's programing comes from a rather unusual source — the New York chapter of the Academy of Tv Arts and Sciences. The show, experimental in na- ture, consists of excerpts from chil- dren's programs from 10 cooperat- ing countries. Sound tracks in the original languages are retained, with explanations by writer-narra- tor Paul Tripp. CM Arizona's Only 24-Hour Spanish Voice! KZON Sells More Than 143,000* Latins, in the Phoenix Metro Area! New Programming! New Soap Operas! New Musical Format! New Directional Sound! Spanish Radio in motion! *U.S. Census— 1960— 25% of Total Pop. AFFILIATED WITH THE IN PHOENIX, CALL KZON~936-3381 IN NEW YORK, CALL ~Rfl/-YU 6-9717 Spinush^^^-^ffllhirkd ^roup "Children's Television Around the World" gets its premier broad- cast in New York (WCBS-TV) on 16 December. It will be offered to other chapters in Academy cities and those foreign countries repre- sented in the program. The Virginia Assn. of Broadcasters has named eight broadcasters to helm various committees until June 1963. Included in the appointments: Carl Lindberg, WPIK, Alexandria, will head up the government liai- son group; E. S. Whitlock, execu- tive vice president of WRNL, Richmond, will chairman the legis- lative committee; and VAB presi- dent Hamilton Shea of WSVA (AM-FM 8c TV), Harrisonburg, will head the coordination com- mittee for the NAB Code Boards. The 28 November meeting in Au- gusta of the Maine Assn. of Broad- casters will be broadcast live by a preliminary lineup of 25 radio sta- tions in New England. The meeting, with principal speaker LeRoy Collins, will also be a public demonstration of the emergency communications system in the state, with off-the-air pick- ups. FM stations will act as feed- ers for am broadcast outlets. New officers: Sydney E. Byrnes, WADS, Ansonia, to president; Robert S. Tyrol, WTIC, Hartford, to vice president; Herbert C. Rice, WILI-WINY, Willimantic, to sec- retary-treasurer of the Connecticut Broadcasters Association . . . New officers of the Metropolitan Phoe- nix Broadcasters are Howard Stal- naker, KPHO-TV, president; Ray Odom, KHAT, vice president; and Hayes Stewart, KTAR-TV, secre- tary-treasurer. New quarters: The NAB has pur- chased the corner property adja- cent to its present headquarters as a site for a future headquarters building. PEOPLE ON THE MOVE: How- ard Kalmenson, general manager of KWKW, Los Angeles, to first vice president of the National Spanish Broadcasting Assn. 68 SPONSOR/ 19 NOVEMBER 196^ Tv Stations Here are some of the highlights from the TvB's annual meeting held last week at New York's Wal- dorf-Astoria. • Norman E. Cash, president of the bureau, attributed low indus- try profit levels to the failure of a large part of American business to market its goods economically. Cash noted that the top 50 nation- al advertisers over the past five years made 41% of all measured media expenditures, had but 10% of the sales (1961) but had one- fourth of all profits. (For full de- tails see page 39.) • Another pitch to boost tv ad- vertising was made in the TvB's new presentation, "Jericho . . . the wall between us." Future growth and profits will depend on the re- moval of "the wall of indifference that separates industry from the public," purports the presentation. The extent to which management is responsible will be measured by the distance between it and the to- tal public, TvB reported. • Paul S. Willis, president of the Grocery Manufacturers of Amer- ica, featured speaker at the mem- bership luncheon, said the food in- dustry must step-up its efforts to communicate with the public, with its own employees, with govern- ment, "with everybody." He point- ed to last year's hearings conducted by Senator Hart on packaging and labeling in which professional crit- ics lambasted the industry. "In any industry as large as this one and so involved, it's normal that some things will go wrong." He said the industry's point of view should be presented, via broadcasting, to im- prove the public image. A. C. Nielsen revenues jumped 10.9% to top the $40 million mark for the year ended 31 August. Net income increased 21.7% from $2,442,359 to $2,971,423, or from $1.43 to $1.74 per common share. The Academy of TV Arts and Sciences hopes to encourage the development of local programing with a new annual award. The award will go to a station for a program or series ol programs dealing with issues in the station's community. The first presentation will be made at the 15th Annual Emmy Awards telecast in May 19G3 covering programs for the period of 15 April 1962 through 14 April 1963. Ideas at work: • WNEM-TV, keeping in mind the fact that a large group of view- ers in Flint-Saginaw-Bay City are General Motors employees, telecast a special half-hour color film of the 1962 Buick Open Golf Tourna- ment. • A KTVU news unit was on hand to capture the gala festivities which marked the Oakland sta- tion's Sister City affiliation with Fukuoka. These films, along with material on the five-year-long af- filiation of San Francisco and Osa- ka, comprise a two-part program, "Bridge to the Orient— Our Sister Cities in Japan." The first part was Newsmakers in tv/radio advertising Alexander P. Hunter has been named station manager of KREM (AM-FM & TV), Spo- kane, effective 3 December. He's currently assistant to the vice president of the broadcast- ing division of King Broad- casting in Seattle. He's been with KING since August 1949 and has served in his present capacity since 1959. James S. Wiley starts today as national sales coordinator of WPRO-TV, Providence. He's been on the station's sales force since December 1955. Previously he was in the advertising depart- ment of Union Carbide. Follow- ing five years in local sales, Wiley was named to his post as WPRO-TV sales promotion man- ager in February 1961. William A. Exline is now manag- ing the San Francisco office of Storer Television Sales. He's been with KIRO-TV, Seattle, for over four years, first as gen- eral sales manager and, since April 1961, as station manager. Prior to that, he was tv manager in the San Francisco office of Peters, Griffin, Woodward from 1954-1958. Charles C. Allen has been ap- pointed director of sales service for ABC TV. He joins the net- work from Kudner where he's been since October 1959, first as business manager of the radio-tv department and later as general manager of the department. Pri- or to that he was with BBDO for 11 years, as time buyer and television account executive. SPONSOR/19 November 1962 69 broadcast 1 1 November. The sec- ond part is coming up on 20 No- vember. New quarters: The new building of The Annenberg School of Com- munications, the University of Pennsylvania's most recently-estab- lished school, was dedicated 8 No- vember. The school is now located at 3623 Locust St. Conversion note: The new uhf in Los Angeles, KMEX-TV, claims that after only three weeks on the ait there've been more than 40,000 conversions to uhf and the num- ber increases at least 1,000 per day. PEOPLE ON THE MOVE: Wal- ter M. Vetter to director of mem- ber sales presentations for the TvB, from NBC . . . James S. Wiley to national sales coordinator of WPRO-TV, Providence . . . Mar- jorie L. Mahoney to sales promo- tion manager of WPRO-TV, Provi- dence . . . Frank Barron to direc- tor of advertising and promotion at KHJ (AM-FM & TV), Los An- geles. Radio Stations Pulse has found additional support for its new Qualitative Radio Sur- vey, this from the RKO General stations. The survey seeks local qualita- tive radio data in the 100 top mar- kets to supply agency computers. The cooperating RKO General stations: WOR, New York; WNAC, Boston; KFRC, San Francisco; CKLW, Detroit-Windsor; WHBQ, Memphis. Do you know which is the oldest regularly-sponsored national radio program currently on the air? It's the Metropolitan Opera broadcasts, under Texaco sponsor- ship since the 1940-41 season. The series, now on a special net- work of 115 radio stations across the country, returns to the air for the current season on 1 December, marking its 23rd consecutive year for Texaco. Syndication note: Hardman Associ- ates is celebrating its first birthday as radio syndicator by signing Liz Seneff as a chief voice talent. She'll work in the production of the firm's humorous routines which Hardman furnishes radio stations as a programing service. On the human interest side: When Jack Thayer, general manager of WHK, Cleveland, was invited to address the Illinois Assn. of Broad- casters, his three-man sales staff decided to wish him good luck in style. So Joe Zingale, Bob Weiss and Norman Wain purchased the 10:55 p.m. news broadcast on WLS, Chicago, the evening before the speech and, in a one-minute spot, the three said "go get 'em Jack!" Kudos: "Greater Philadelphia" has done an extensive article on WIP, now in its 41st year, with general manager Harvey L. Glascock fea- tured on the cover. PEOPLE ON THE MOVE: Frank A. Sause to sales manager of WEOK (AM & FM), Poughkeepsie . . . Alan B. Boesger to national sales representative for WGAR, Cleve- etui Is 1st in Los Angeles with — SPANISH SPANISH SPANISH SPANISH SPANISH Research* Newscasts Public Service Radio Audience* Sales Results *Belden Assoc. Market Study— 6/60 Market Basket Audit— 3/62 Far West Surveys, Latin Pop. — 6/62 AFFILIATED WITH THE To Obtain Reliable Qualitative Data: IN LOS ANGELES. CALL KALI-"066161 IN NEW YORK, CALL "KlV -YU 6-9717 Spanish jg^4^*y / / larket ^jwitp 70 land . . . Merrill Barr to promotion director of WPEN, Philadelphia, from Werman &: Schorr . . . Stan- ford M. Horn to sales promotion assistant at KCBS, San Francisco . . . Alexander P. Hunter to station manager of KREM (AM-FM & TV), Spokane . . . Harold F. Walk- er to sales executive at Broadcast Clearing House . . . Douglas H. Rand to merchandising manager of WBBM, Chicago, from P&G . . . Richard D. Dudley, WSAU (AM- FM & TV), Wausau, to executive vice president of Wisconsin Valley Television . . . Ronald M. Mercer to sales manager of KISN, Port- land . . . Winston L. Kirby to ac- count executive for WABC, New York . . . Tom McCollum to sales manager of KGMI, Bellingham. Fm Ford Dealers Assn. is waging an ex- tensive drive in Metropolitan New York and New Jersey and WNCN is a major beneficiary. The campaign is to personalize and typify Ford dealers in their re- spective local communities. The dealers, 124 of them, and agency JWT, decided on a show called "Ford Salutes the Performing Arts" on WNCN, a nightly hour (8-9 p.m.) which will run for at least 13 weeks. PEOPLE ON THE MOVE: Tom Butler to general manager of WDUO, Riverside, Cal., from sta- tion manager of KCIM, Victor- ville. Networks There are three new books on the market written by or deriving from Broadcasting people and shows. The books: • Prentice-Hall has issued "Ernie Ford's Book of Favorite Hymns." • Philip Sterling, assistant pub- licity director for CBS Radio, has- written "Fiorello La Guardia," a biography, in collaboration with Bella Rodman, a social worker under La Guardia's administra- tion. Published by Hill and Wang, the book treats at length La Guardia's showmanly character- istics. • "The Years Between: A Dra- SP0NS0R/19 November 1962 mat it Look, at the Twenties and Thirties,'' a book inspired by sev- eral "Twentieth Century'' shows on CBS TV, has been published by Little, Brown. ABC Radio is using a unique sound book to sell its programing to affiliates and potential adver- tisers. The network's programing pol- icy is presented in an illustrated booklet in which three thin flexi- ble vinyl records are bound. Rec- ords, playable on any 33-1/3 RPM player, contain actual excerpts taken from the air. They found out the job wasn't temporary: Fifty-three new mem- bers were inducted into the CBS 20-Year Club 15 November. The club now numbers 300 members in New York, in addition to 324 members located in various sta- tions, offices and plants through- out the country and overseas. PEOPLE ON THE MOVE: Mer- rill Myers to manager-corporate in- formation at CBS . . . Herbert Gross to the new position of man- ager of sales development, CBS TV . . . Robert J. Brewster to account executive at NBC TV Sales, Chi- cago. For the past 10 years Brew- ster has been in Chicago as vice president and radio-tv director for McCann-Erickson and radio tv group head at JWT. Reps Maurice Webster, general manager of CBS Radio Spot Sales, outlined for the Philadelphia Tv-Radio Ad Club some outdated fashions which still are being followed in radio today. These fashions: • The insistance on drive time. There are several weekend hours, said Webster, which deliver as many adult males and at much lower costs. • The misconception that lis- teners just want music and news from radio. He pointed to a re- cent survey of people 20 and over which showed that 34% were in- terested principally in news and talk programing. • The evaluation ol radio sta- tions b\ ratings and cpm's. I his docs not allow the most efficient use of the medium, according t<> Webster. Newest rep firm on the scene is Penn State Reps, headed by Len Auerbach, president of another re- gional outfit, Ohio Stations Rep- resentatives. Jack DeHaven is general man- ager of the new company, which headquarters at 511 Investment Building, Pittsburgh. DeHaven has been at WWSW for the past 12 years. The new rep ivill service large and small market stations in Penn- sylvania as well as major-market stations in other states. Some of its stations: WFBG (AM-TV), Altoona; WCRO, Johns- town; WJET, Erie; WKST, Nev Castle; WANB, Waynesboro; WNAE, Warren; WCAW, Charles- ton; WERE, Cleveland; WHOT, Youngstown; WHHH, Warren; WHIZ (AM-TV), Zanesville. Rep appointments: WCNS, Can- PINPOINT SALES EFFORT FOR YOUR PRODUCTS TO 2,319,381 LATINS IN THE KEY U.S. SPANISH LANGUAGE MARKETS VIA THE SKlU^j MULTIPLE or 1-market Spanish Sales Campaigns are tailored to your product and distribution. Product- merchandising, copy-adaptation, commercial-production, and special services available. "Pj^has the ultimate in Major Spanish Market and Population research ready for your use. 10-minute color films on individual Spanish Markets available for screening in your office. Tflarket Represented by «**■':£* »»•"£- WEe<« ««o ' -I Tele-Radio & Tv Sales, inc. 733 3rd Avenue, NY 17 YU 6-9717 The DYNAMIC NEW Spanish Media Rep! L , Los Angeles; HO 6-7279 San Francisco: YU 2-9933 Chicago: Enterprise 7439 St. Louis: Enterprise 7439 ton, and WJER, Dover, both Ohio, to Prestige Representation for na- tional sales, from Frederick W. Smith Co. . . . ZFB-1, Pembroke West, Bermuda, to the Pan Ameri- can Broadcasting Co. for U. S. sales. PEOPLE ON THE MOVE: Jack V. Arbib to the New York office of Blair-TV as a sales executive . . . William C. Reitz to account execu- tive in the Los Angeles office of H-R Representatives, from Adam Young . . . Geren W. (Mort) Mortensen to account executive at Ohio Stations Representatives . . . Roger Horton Sheldon to man- ager of the St. Louis office of Adam Young, from manager of radio in Chicago . . . Ray Padden to the Los Angeles office of Venard, Torbet 8c McConnell as an account executive . . . Fred Nettere, ac- count executive for ABC TV Spot Sales, to eastern sales manager. Film CBS Films has posted an SRO sign on the Japanese film market. The network film arm sealed deals with Nihon Television Net- work Corp. for "Beverly Hill- billies" and "True," starring Jack Webb. With these last two series, CBS Films is sold out in Japan in all the new and current production it has available for overseas distribu- tion. Official Films has available a budg- et of $2 million for new program- ing for the upcoming year. On the slate: two first-run syndi- cation series (a second year of pro- duction on "Biography" and a new series), an actuality special ("Mari- lyn Monroe," which will be offered networks by the end of the month) and a group of eight short color films, "Songs for Christmas," ac- quired for seasonal distribution. Sales: Seven Arts' 93 Warner Bros, and 20th Century-Fox features to WTAE-TV, Pittsburgh, and WNEM-TV, Bay City, upping total markets to 32 . . . Allied Artists Television's 145 westerns to WGAL-TV, Lancaster, making total markets 338 . . . Twenty-five major overseas markets have been signed to date by ABC Films for the "Ben Casey" series . . . MCA TV's off network "Bachelor Father" to WCIV, Charleston; KPRC-TV, Houston; KJEO-TV, Fresno; and WBNC-TV, Columbus . . . Trans- Lux Tv's "Felix the Cat" to KTIV- TV, Sioux City; KCRG-TV, Cedar Rapids; WJXT-TV, Jacksonville; and KXLY-TV, Spokane. International notes: Seven Arts has acquired the foreign tv and theatri- cal distribution rights to Video House's new "Out of the Inkwell," a series of 100 five-minute cartoons we give facts a thorough airing Media transactions present a risk as well as an opportunity to both buyer and seller. But the risks are considerably narrowed when all of the facts are available through our penetrating knowledge of the ever-changing market. BLACKBURN & Company, Inc. RADIO • TV • CATV • NEWSPAPER BROKERS NEGOTIATIONS • FINANCING • APPRAISALS WASH., D. C. lames W. Blackburn lack V. Harvey loseph M. Sitrick RCA Building FEderal 3-9270 CHICAGO H. W. Cassill William B. Ryan Hub Jackson 333 N. Michigan Ave. Chicago, Illinois Financial 6-6460 ATLANTA Clifford B. Marshall Stanley Whitaker |ohn C. Williams Cerard F. Hurley 1102 Healey Bldg. (Ackson 5-1576 BEVERLY HILLS Colin M. Selpfc C. Bennett Larson Bank of America Bldg. 9465 Wilshire Blvd. Beverly Hills, Calif. CRestview4-B151 72 in color. Video House distributes the series in this country . . . ITC is supplying 24 shows, consisting of more than 500 programs and 900 hours of viewing time, to the new tv stations in Gibraltar, Kenya and Trinidad. Financial report: Screen Gems de- clared its first cash dividend since going public less than two years ago. It amounted to 15 cents per share for the quarter. Earnings per share for fiscal 1962 were $1.37, a record high in the 14-year history of the company— as against $1.05 for the fiscal year ended 1 July 1961. Net income during 1962 was $3,466,294 as against 1961's $2,- 665,371. PEOPLE ON THE MOVE: Frank L. Sheehan, formerly a sales execu- tive with ITC, rejoins the com- pany as western area sales man- ager . . . Joseph C. Bernstein to general manager of Fred Niles film studios of New York . . . Frank Ragsdale, formerly vice president and general manager of WTVM, Columbus, to national sales man- ager of Pepper Sound Studios tv products division. Station Transactions A new company has been formed to engage in "various development- al activities in the communications field." The new firm is Broadcast De- velopment Corp. It's headed by Robert G. Baal, formerly with WCBS-TV, New York, and John E. Upston of San Francisco. Headquartered at 342 Madison Avenue, the firm's activities will in- clude the acquisition of radio and tv stations. WBT (FM), Charlotte, due to start stereocasting the end of Novem- ber, has gotten FCC approval for maximum power (100 kw). The station has been operating at interim power of 43 kw since 15 August. Public Service Following closely on the heels of the election, WBZ (AM & TV), Boston, and WWJ (AM & TV), De- troit, have made extensive political SPONSOR/ 19 November 1962 programing plans. A major commitment by the Boston stations involves a year-long project of more than 100 shows on the subject of Government. The series kicks-off on 25 November. Three public forums on the suc- cessive nights will be simulcast in prime time from New England Life Hall. Heading the guest list in the 90-minute town hall meetings: Robert F. Kennedy, Archibald MacLeish, LeRoy Collins. During the ensuing 13 months the sta- tions will organize audience action groups to participate in the diag- nosing of basic issues. The WW J stations in Detroit, in a letter to Governor-elect George Romney, offered to make available a program on radio and tv which would enable Romney to make weekly reports to the people of Michigan. The annual awards luncheon of the Advertising Council has recog- nized six volunteer campaign co- ordinators and seven agencies for outstanding public service to the national welfare. Those honored for long service: • James Barnett, Purex, Ltd., for 10 years service for American Red Cross. • A. H. Thiemann, New York Life Insurance, for five years on be- half of Mental Health. • Ted Bates (Radio Free Eu- rope) • Leo Burnett (U. S. Savings Bonds). • J. Walter Thompson (Ameri- can Red Cross) Others received first year awards. Public service in action: • KTVH, Wichita-Hutchinson, presented "Golf Exhibition" for the benefit of the National Insti- tute of Logopedics. The four-man match provided an exciting Sunday afternoon for viewers and all pro- ceeds went to the Institute, whose main facilities are located in Wich- ita. • It seems that highway con- struction is a new area for public service programing. WTVJ, Mi- ami, presented on 14 November a documentary called "Miles of Promises" which probed charges of lack of sensible and safe engineer- ing in Florida's new roads. • The Pennsylvania Board oi Chiropractic Examiners has or- dered a hearing for two local chiro- practors alleged to be dispensing or prescribing drugs in violation of state laws. The practice was un- covered by KDKA, Pittsburgh, in a documentary series "The Shadow World of Medicine." The station had hired a detective agency to in- vestigate a clinic run by the two men. • WCOP (AM & FM), Boston, has scheduled a new series called "Those Things for Which We Stand." It will feature Attorney General Robert Kennedy and other community leaders and will be heard throughout the week. • Originally written as a jingle commemorating the 35th anniver- sary of WS.UN, St. Petersburg, "Wonderful Town" was quickly adopted by the city and was formal- ly played before a sell-out crowd of more than 350 persons at the an- nual membership meeting of the Chamber of Commerce. • WJZ-TV, Baltimore, as part of the "Focal Point" idea it pioneered, is presenting a one-hour program on Hansen's Disease. The program includes footage shot by public af- fairs director Bill Weyse in Carvel, Louisiana of the U.S. Public Health Hospital. The show attempts to rid the viewer of biblical misconcep- tions about leprosy. Kudos: Omaha Mayor James Dworak publicly praised KETV during its election coverage for making voters aware of the issues and encouraging them to exercise their franchise . . . "Here's How," a children's program produced by WJXT, Jacksonville, has been se- lected for a 1962 Action in Educa- tion award presented by Better Homes and Gardens Magazine. . . . Joe Floyd, president of Mid-Conti- nent Broadcasting, got a Heart-and- Torch award of the American Heart Assn. Equipment September was a banner month for distributor and factory sales of ra- dio and tv sets and tv picture tubes, according to EIA. Distributor sales of radios peaked at 1,255,346 in September, com- pared with the previous monthly high of 1,040,598 sold in June. Cumulative sales tluough Septem- ber stood at 7,825,890 sets, against I961's 7,433,380. Sales of tv sets at distributor out- lets jumped from 518,151 in August to 731,100 in September, topping by a substantial margin the previ- ous monthly high of 580,876 sets sold in March. The cumulative total moved to 4,423,117 vs. last year's 4,050,107. Sales of tv picture tubes in Sep- tember were 866,512 units worth 316,537,417. Despite the upward spurt from August, sales for the nine-months period fell behind those for 1961. Through Septem- ber, 6,782,798 tubes worth $129,- 970,298 were sold, compared with 6,849,361 worth $136,553,233 dur- ing the same period last year. General Electric will design sev- eral special controls for use with the Home Entertainment Co. of America pay tv sets. Included in the GE contract are the push-button remote control unit and a meter device. The first installment of this pay tv system will be in Santa Monica, Calif. Operation should begin early in 1964. ^ ATTENTION TV & RADIO STATIONS TOP SALES EXECUTIVE AVAILABLE 15 years Broadcasting Experience Sales — National agency and Client Level; also Network Re- lations, Publicity, Station Pro- motion & Sales Management. Will Relocate. Seeking a station to employ talents profitably. RESUME ON REQUEST BOX 380 SPONSOR, N.Y. SPONSOR/ 19 NOVEMBER 1962 SELLER $ VIEWPOINT By Hartley L. Samuels president WKAZ, Charleston, W. Va. I'm the new Todd Storz! A dozen years or so ago a new name burst like Gang-Busters on the radio horizon. (In case you've forgotten, Gang-Busters was one of radio's more popular week- ly dramatic series — a non-color, non-moving Untouchables.) The name was Todd Storz and as quick as you could say Joyce Jordan, Girl Interne (a daytime dramatic series or "soap opera" of the '40s) every- one in radio was cheering him or damning him, depending on wheth- er or not one of his stations was in your market. Todd Storz brought "showmanship" back to ra- dio, along with a lot of other things, and for that alone those of us who call ourselves radio broadcasters should be grateful. But the years have now gone by and no new expert has emerged to lead us broadcasters from the wil- derness of "formula" radio, so I'd like to toss my hat in the ring and suggest that I'm the expert you're all looking for. Follow me, fellows, because I'm the new Todd Storz. Let's get down to the serious problems of radio. They may be more serious than you think. Dur- ing the past half-dozen years, de- spite radio's great advances, de- spite the great growth in radio's dollar volume, radio has been steadily losing audience. We're all so busy trying to mastermind our stations from a 12% or 16% share of audience to a 35% or 40% share that we simply haven't taken the trouble to notice that all we're real- ly trying to do is get a larger slice of a continually decreasing pie. In many markets we've lost al- most as many regular radio listen- ers as the No. 1 station in the mar- ket now has. A Pulse four-year study underlines this fact. Pitts- burgh, for example, showed a drop of 2 rating points in the morning, and a 5.1 decrease in the afternoon, a rating almost as big as any sta- tion will have in that market. Figure it out this way: if the bot- tom-rated station in the market could get all the ex-radio listeners, it would probably become the top rated station. And before you put the blame on the "big eye," as we radio guys often like to do, let me point out that daytime tv audi- ences are declining as well. Nielsen figures for '58 and '61 reveal the following: weekly viewing on Mon- day through Friday; 6 a.m. to noon, dropped from 61.7% in '58 to 60.3% in '61. From noon to 6 p.m., the decrease was even great- 1 A Hartley L. Samuels, president of WKAZ, is well acquainted with many facets of radio. He is present- ly owner of WDLB, Marshfield, Wis., and previously owned sev- eral stations in the Midwest. He gained his sales experience with \VOR, New York, and WABC, New York, and was general man- ager at the latter. Early in his career, he worked in program pro- 3 7 motion at CBS and NBC. 1 I er: 83.9% in '58 as compared with 81.9% in '61. So what they're tun- ing us out for must be magazines or paperback books or do-it-your- self projects or sex. Thank God we know it isn't newspapers! I don't think we're going to get the audience back to radio unless we offer something positive. By positive I mean a specific program at a specific time and of a nature that will compel people to listen. I'm not sure yet just what kind of programs will have positive ap- peal to potential radio listeners during the next few years. But I do know the kind of programs and schedules that housewives found compelling a dozen years ago, so maybe that's a good place to start. For one, there was the daytime dramatic serial. For another, the mike dropped out the window for a "Man on the Street" program. Then there was the "Woman's Service" program (Mary Margaret McBride, where are you?) . I am not suggesting we go back to old-time radio. I don't think that eight soap operas in a row hold or build an audience nor do I believe that a Vox Pop done circa 1940 will have appeal. But I'm rash enough or foolish enough or maybe just old enough to be- lieve that some of those older in- gredients, done in a more modern manner and mixed into a good formula of music and local news, could start enticing some of those lost listeners back. Whether or not it will work, this is the road we're beginning to take at WKAZ. We are concentrating on the development of program ideas in news and special events and are looking for suitable dra- matic material, particularly soap operas which don't sound like they're from the 1920s and '30s. We are moving in the direction of programs that will invite audience participation. Also included in our plans is a woman's feature pro- gram, which is nothing new but has virtually ceased to exist in the medium-sized market. It will be months before we know what the public thinks and they're the ones with the ultimate answer. If this succeeds, Todd Storz can move over. If it fails . . . well, you can't be an expert with- out trying. ^ 74 SPONSOR/19 November 1962 'SPOT-SCOPE Significant news, trends, buys in national spot tv and radio Evidently disheartened by increased rates and declining efficiency of spots in some of its major markets, Alberto-Culver (Compton and BBDO) may be taking a serious look at smaller markets. At the present time there is no plan to expand the market list, but a switch is reported on the horizon to markets where clearances and effi- ciency match A-C's $3 cpm figure. Only step in this direction thus far: AC bought New Orleans for the first time last week. There isn't much money involved, but spot tv and radio are in for some tickled funny bones this month and next. Source of the chuckles: The annual campaign for Iron City Brewery's "Olde Frothingslosh" (Ketchum, MacLeod & Grove). The brew, intro- duced eight years ago as a gag, has become the major holiday promo- tional item for Iron City. Tv and radio spots, 20s and 60s, will run on the brewery's regularly scheduled sports and news shows and on some 40 stations throughout the marketing area (Pennsylvania, Ohio, Maryland, West Virginia, Virginia, New York, New Jersey, Washington, D. C). New hitch in this year's promotion: the beer will be merchandised in a "sick pack"— a special six-bottle package. Spot tv is still riding high on the crest of Christmas business place- ments which began a few weeks ago. Some accounts gearing up for Yule-time campaigns: Corning Glass, Shulton, Dutch Masters cigar. And perhaps the biggest hunk of business in this area comes from Bromo-Seltzer — a remedy for over-zealous holiday diners. Leo Burnett has been carrying the ball in spot tv business placed out of the Midwest, with a very big P&G buy and two significant expan- sions of existing campaigns. The expanding accounts are Pillsbury, for its cake decorator, and Schlitz, which is plugging its new soft-top cans. For details of this and other spot action last week see items below. SPOT TV BUYS Pillsbury, which has continued its cake decorator distribution on a mar- ket by market basis, continues to add markets at the rate of two to three each week. Nighttime minutes are used exclusively for this prod- uct which Pillsbury introduced last summer. In some cases schedules are being expanded in existing markets. Agency: Leo Burnett. The buying team is Ruxton and Bentley. Schlitz is buying spot markets on behalf of its new soft-top cans, using prime time I.D.s, minutes and 20s. This is a market by market buy, with no noticeable regional pattern. The four-week schedule, with start- ing dates varied according to market, aims for 450 rating points for the ■imrainiiiimiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiihiiiiiiiiiihiiiiiiiiiiiiiiiiij WHAT ARE YOUR PHOTO REQUIREMENTS? "HADIBUTKNOWN" Vv hen we show a prospective client just a few samples of our publicity photography, he more-than-likely ex- claims, "Hadibutknown!" This puzzles us for a moment but then he con- tinues, nodding with approval. "Such fine photos," he says, "such fair rates ('did you say only $22.50 for 3 pic- tures, $6 each after that?') — and such wonderful service ('one-hour delivery, you say?') — why, had I but known about you I would have called you long ago." Well, next thing he does is set our name down (like Abou Ben Adhem's) to lead all the rest of the photographers on his list. Soon, of course, he calls us for an assignment and from there on in he gets top grade photos and we have another satisfied account. (Here are a few of them: Association of National Adver- tisers — Advertising Federation of America — Bristol-Myers Co. — S. Hurok — Lord & Taylor — New York Philharmonic — Seeing Eye — Visit- ing Nurse Service of New York.) Why don't you call now and have our rep resentative show you a few samples of our work? illllliilliilili BAKALAR-COSMO PHOTOGRAPHERS 111 W. 56th St., NYC. 19 212 CI 6-3476 SPONSOR/19 NOVEMBER 1962 75 'SPONSOR President and Publisher Norman R. Glenn Executive Vice President Bernard Piatt Secretary-Treasurer Elaine Couper Glenn EDITORIAL DEPARTMENT Editor John E. McMillin News Editor Ben Bodec Managing Editor Mary Lou Ponsell Senior Editor Jo Ranson Chicago Manager Gwen Smart Assistant News Editor Heyward Ehrlich Associate Editors Mrs. Ruth S. Frank Jane Pollak William J. McCuttie Barbara Love Art Editor Maury Kurtz Production Editor Mrs. Lenore Roland Editorial Research Cathy Spencer Special Projects Editor David Wisely ADVERTISING General Sales Manager Willard L. Dougherty Southern Sales Manager Herbert M. Martin, Jr. Western Manager John E. Pearson Northeast Sales Manager Edward J. Connor Production Manager Leonice K. Mertz Sales Service Secretary Bette Solomon CIRCULATION Manager Jack Rayman John J. Kelly Mrs. Lydia Martinez Anna Arencibia Mrs. Lillian Berkof ADMINISTRATIVE Business Manager C. H. Barrie Assistant to the Publisher Charles Nash Accounting Mrs. Syd Guttman Reader Service Dorothy Van Leuven General Services George Becker Madeline Camarda Michael Crocco Mrs. Rose Alexander 76 Staff 'SPOT-SCOPE Continued first half of the schedule, dropping to 200 for the remainder. Burnett is the agency. Buyers: Bruce Curtis and Don Love. Procter & Gamble bought a relatively deep market list on behalf of Joy. The buy consists of the top 100, with possibilities for expansion of this. Schedule began 15 November. Some daytime, but mostly nighttime min- utes are being used in schedules averaging from two to three spots per week. Dave Arnold is the media supervisor at Burnett. Corning Glass Works, consumer products division, will launch a new campaign on 3 December. Schedules of minutes, night and dav and late fringe will run for two weeks. Agency: N. W. Ayer. Buyer: Billv Farren. Shulton, Inc. is going in with its annual Christmas campaign. Products involved are Desert Flower and Old Spice. Schedules will kick off on 26 November and run right up to Christmas, using night and dav minutes. Sue Pailet is the buyer at Atwood-Richards. Consolidated Cigar will launch a short-term holiday drive for Dutch Masters. Schedules start 10 December and run through 23 December, all nighttime minutes. The account is at Papert, Koenig, Lois. Elaine Art is the buying contact. Warner-Lambert Pharmaceutical is buying nighttime minutes on behalf of Bromo-Seltzer. A host of markets are involved in the buy, which goes into action on 3 December. Schedules will run for four weeks. BBDO is the agency; Vince Bujan the buyer. Hudson Pulp 8c. Paper Corp., which launched a seven-week campaign the first of this month, is now lining up markets for a long-term campaign to kick off the end of the year, 31 December, and run through November 1963. Several markets will get night and day minutes. Agency is Grey and Jim Hine is buying for the account. SPOT RADIO BUYS American Sheep Producers Council is renewing its spot radio campaign to promote lamb in selected markets. Schedules are all minutes. The ac- count is handled out of Potts-Woodbury, Kansas City. Triangle Milling, Portland, has purchased a regional eight-station radio hookup on the west coast. The campaign, which runs for 52 weeks, in- volves early-morning farm newscasts. The agency: Showalter Lynch. Reader's Digest has issued an availability call for a one-week campaign scheduled for January 1963. The account is based at Schwab, Beatty fc Porter. Rae Elbroch is doing the buying. Dodge Division of Chrysler is breaking out a major campaign which in- volves some 300 stations in 65 major markets. Spots will hit in drive times and weekends. Schedules are set for four weeks in some markets and three in others. BBDO, Detroit, is the agency. Buyer: Woody Crouse. SPONSOR/19 NOVEMBER 1962 21 YEARS AGO ON WBNS RADIO From 1-A to 4-F. draft classifications were a vital concern of our nation in 1941. Young men by the hundreds of thousands were moved out of civilian life and into a military world of chow lines, canteens and kitchen police. WBNS Radio kept everybody up to the minute. In Central Ohio, moving was an old story to Trowbridge Storage Company. They'd been at it since 1892. In 1941. Trowbridge began advertising on WBNS Radio, and since then the demand for its services has increased each year. Small wonder then, the one thing Trowbridge refuses to move is its spot schedule on WBNS. Year-after-year renewals by home town folks who know us best are impressive testimony to the power of WBNS Radio. Ask John Blair. Trowbridge-Mayflower Storage Co. van. Since starting its WBNS spot schedule 252 consecutive months ago, this advertiser has helped move in many of the more than 130,000 newcomers to our community. 4 WBNS COLUMBUS, OHIO CROUP Represented by John Hltiir Si Compam PLAN MEMBER TOPS I THE AREA ARB station circulation totals March, 1962, show KTBS-TV, Shreveport, Louisiana, with more viewers than its two competitors: KTBS-TV Channel 3 Station Y Station Z TV Home Potential 258,600 257,700 239,500 Net Weekly Nighttime 225,200 221,400 210,500 Net Weekly Total 237,700 230,000 220,500 Average Daily Nighttime 131,200 128,300 122,500 Average Daily Total 165,800 155,800 154,900 KTBS-TV reaches 1.9-billion dollar four-state market of 1.5 million buyers with exclusive ABC programming. Its performance, as indicated above, is an important reason more spot buyers are specifying KTBS-TV, Channel 3, Shreveport, Louisiana. Sources: Sales Management's 1962 Survey of Buying Power; ARB Station Circulation Totals (March 1962) I [IIK KATZ AGENCY, lie E. Newton Wray, Pres. & Gen. Mgr. RECEIVED THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE 26 NOVEMBER 1962— 40c a copy / $8 a year THE SHOCKING DEMAND OF TV BY GMA p 27 Farm radio/tv— special 1962 report p. 31 m j^"] RADIO moves with a going America Americans are a people on wheels and Radio goes with these mobile millions everywhere— even to where your product is sold. Only Radio talks to shoppers in their cars and only Spot Radio lets you choose time and place for that "last word" impression. These great stations will sell your product. Radio Division Edward Petry & Co., Inc. The Original Station Representative KOB Albuquerque WSB Atlanta WGR Buffalo WGN Chicago WDOK Cleveland WFAA Dallas-Ft. Worth KBTR Denver KDAL Duluth-Superior KPRC Houston WDAF Kansas City KARK Little Rock KLAC Los Angeles WINZ Miami KSTP Minneapolis-St. Paul Norfolk-Newport News , Omaha Portland WTAR KFAB KPOJ WRNL Richmond WROC Rochester KCRA Sacramento KALL Salt Lake City WOAI San Antonio KFMB San Diego KYA San Francisco KMA Shenandoah KREM Spokane WGTO Tampa-Lakeland-Orlando KVOO Tulsa Intermountain Network NEW YORK • CHICAGO • ATLANTA BOSTON DALLAS • DETROIT • LOS ANGELES • SAN FRANCISCO • ST. LOUIS COVERAGE 0 Market dominance doesn't just happen. Show- manship yes . . . but selling savvy, too. Knowing the buying forces of a dynamic test market like Providence. Imaginative product promotion. A merchandising spark that steps up the penetration of your schedule. The follow-thru of professionals. At Channel 10 it's this kind of coverage that makes your product happen. ARB TV Homes wjjjm,-ww NBC • ABC -REPRESENTED BY EDWARD PETRY & CO., INC. OUTLET COMPANY STATIONS IN PROVIDENCE - WJAR-TV, FIRST TELE- VISION STATION IN RHODE ISLAND - WJAR RADIO IN ITS 40th YEAR TRIFE- SAVER! WJXT in Jacksonville eliminates all argument about the most efficient advertising medium with eye-catching figures on the picture in the total market: 210% more homes outside the metro area ... 30% more homes inside Jacksonville ... 22 of the top 25 programs . . . but! why go on and on? No matter how you look at it, more people look at WJXT ... the dominant medium in the entire North Florida/South Georgia regional market! Source; July 1962 NSI WJXT JACKSONVILLE, FLORIDA Represented by TvAR POST-NEWS WEEK STATIONS A DIVISION OF Em THE WASHINGTON POST COMPANY "News 4, Washington" reports the way the day shaped the world. In Washington, the hour before midnight belongs to WRC-TV Monday through Friday. A corps of the most respected news-pros in broadcasting— Sander Vanocur, Martin Agronsky, Robert McCormick, Ray Scherer, Elie Abel, Peter Hackes, and other distinguished Washington based NBC News Correspondents- report directly to WRC-TV on News 4, Washington. Each takes a turn to measure and analyze the impact of world events on the nightly "Situation Report." They join WRC-TV's early and late evening favorites — Richard Harkness, Bryson Rash, Howard Streeter, Frank Forrester, Jim Simpson and Jim Gibbons, who summarize world and local news, weather and sports. And the day passes by in brisk review. News 4, Washington is still another T¥T-r)/i mil" [S3 good reason why Washington's adult, discerning audiences rely on . , . W tX\j "IV B9 IN WASHINGTON cNgSM« REPRESENTED BY NBC SPOT SALES 'SPONSOR 26 NOVEMBER 1962 Vol. 16 No. 48 SPONSOR-WEEK / News p. 11 Top of the news p. 12, 14 / Advertisers p. 60 / Agencies p. 60 / Associations p. 62 / Tv Stations p. 62 / Radio Stations p. 63 / Fm p. 64 / Networks p. 64 / Representatives p. 64 / Film p. 65 / Station Transactions p. 65 SPONSOR-SCOPE / Behind the news P. 19 SPONSOR BACKSTAGE Syndie sales P. 16 KEY STORIES GMA'S WILLIS STARTLES TVB MEMBERS / Paul S. Willis, president of the Grocery Manufacturers of America, talks about more editorial "cooperation" from the tv industry. p_ 27 A PROFILE OF FARM RADIO TV IN 1962 / Farm programing, sells increase despite continual decline of workers in farms; young people show interest in ag-communications as career. p, 31 HOW A NEW CHANNEL CHANGES A MARKET / A rash of new tv sta- tions have gone on the air in recent months. Special report analyzes what happens in a market when a new channel opens. Pt 36 PUBSERVICE TV PACKAGES CLICK LOCALLY / Trend is rapid!) developing toward package sponsorship of public service programs with advertising building product sales and corporate image. p. 39 DEPARTMENT STORE TAKES TV FOR IMAGE / Washington's Wood ward 8c Lothrop finds color tv is best showcase for quality merchandise. Image is fashioned by choice of items used in spots. P. 41 NIELSEN DETAILS TV VIEWING TREND / Research company's State ol the Tv Medium" report reveals among other things, that daytime usage is up, nighttime viewing lower. p_ 43 SPOT SCOPE / Developments in tv/radio spot P. 67 TIMEBUYER'S CORNER / Inside the agencies P. 46 WASHINGTON WEEK / FCC, FTC and Congress P. 55 SPONSOR HEARS / Trade trends and talk P. 56 DEPARTMENTS 555 Fifth p. 6 / 4-Week Calendar p. 6 / Radio/Tv newsmakers p. 63 Seller's Viewpoint p. 66 SPONSOR PUBLICATIONS INC. Combined with TV ®. U. S. Radio ®. U.S.FM ® -O * » * Executive. Editorial, Circulation, and Advertising Offices: 555 Fifth Are., New York 17, 212 MUrray ■» /Jfrnix*' Hill 7-8080. Midwest Office: 812 N. Michigan Are.. Chicago 11, 312-664-1166. Southern Office: 3617 *(M.|iriJ\0Elghth Are. So.. Birmingham 5. 205-322-6528. Western Office: 601 California Ave.. San Francisco * \UilSy * 8' 415 YV 1-8913- Los An*el<* Phon* 213-464-8089. Printing Office: 3110 Elm Ave., Baltimore '♦^555\« 11, Md. Subscriptions: U. S. $8 a year. Canada $9 a year. Other countries $11 a year. Single • a.** copies 40c. Printed U.S.A. Published weekly. Second class postage paid at Baltimore, Ml © 19C2 SPONSOR Publications Ina. PRO gramming The big pros in Madison radio are on WKOW/1070. Each of these exclusive personalities is a leader in his field. JACK DAVIS "and my good friend the Weather Man." To listeners within the sound of Jaek Davis' voice — and that includes more than half the state of Wisconsin — Weather News is more than mere fore- cast. It is exciting entertain- ment. Jack's sparkling humor makes weather a pleasure, while helping to kick up a sales storm for the advertiser. 10,000-watt WKOW, Wiscon- sin's most powerful full-time radio station, is the major listening post for all listening groups. First in total audience. First in total weekly homes. (ncs '61). WKOW/1070 de- livers 28' < more counties than station C. Phone your H-R man for EXCLUSIVE avails. CBS IN MADISON WK0W4U Wisconsin's Most PowerjulFull Time Station TONY MOE. Vice-Pres. & Gen. Mgr. Hen Hovel, Gen. Sales Mgr. Larry Bentson, Pres. Joe Floyd, Vice Pres. represented nationally by H R fiW/»T«T»l \gi Midcontinent Broadcasting Group WKOW-AM and TV Madison • KEIO-IAND TV and RADIO Sioux Falls, S. D. • WLOL- AM, FM Mpls.-St. Paul • KSO Des Moines SPONSOR/26 November 1962 '555/ FIFTH Letters to the Editor MEDIA'S TREATMENT OF AGENCIES Much has been written in your col- umns about how agency people should act when called upon by representatives of the various me- dia. Too little has been said of how media should treat representa- tives of agencies. During a recent trip to Roches- ter I had a chance to experience both good and bad treatment. The purpose of the trip was to obtain marketing information for one of our clients. The first tv station I visited of- fered me 1,500 jumbo post cards and a window display when they heard I was interested in market- ing help. As far as knowing any- one in the market to whom I could talk to, I had the feeling that they had come up on the same plane as I. They had no contact — and no suggestions. Late during the day, I had oc- casion to go to WOKR — they live up to their middle initials — OK. By the time I had left Rochester, they had scheduled interviews for me with every important buyer, jobber and distributor of the prod- uct I was studying. Too often the media forget that they have a responsibility to assist the agencies in obtaining local in- formation. We do not expect to receive a direct answer to any question, but we do expect to be told who to contact and to have these contacts made for us by the stations. MICHAEL PRINTZ, marketing director, The Zlowe Co., New York. ENLIGHTENED PRESS-RADIO RELATIONS I think the WQUA editorial that appeared in the Rock Island Argus on 5 November is an example of enlightened relations between press and radio, as well as an example of how far radio stations have pro- gressed in the matter of editorial- izing. We are told, incidentally, by an official of the Argus that this is the first time a radio station editorial has been reproduced in their pages, despite the fact that they own one of our competitors, WHBF in Rock Island. J. MAXIM RYDER, manager, WQUA, Moline, III. • WQUA's on-the-air editorial on Rock Is- land County politics was reproduced in its entirety by the Argus. Our salute to both WQUA and the Argus. ;:T,!i:;,::i: ■Tr""¥¥tlll\ wMLkNil/MIV NOVEMBER ABC Radio-Sindlinger symposiums: De- troit Athletic Club, Detroit, 27; Sheraton-East Hotel, Chicago, 28. Subject: effect of Sindlinger reports on advertisers. Electronic Industries Assn. committee, section, division, and board meetings: Jack Tar Hotel, San Francisco, 27-29. Maine Assn. of Broadcasters annual meeting: Augusta House, Augusta, Me., 28. Principal speaker will be NAB president Collins. Advertising Research Foundation mid- westem conference: Ambassador West Hotel, Chicago, 29. Theme of con- ference: "The Ideas Behind Agency Computers." Advertising Federation of America board meeting: Poor Richard Club, Phila., 30; eighth district meeting: Red Car- pet Inn, Milwaukee, 30-2 Dec. DECEMBER NBC Radio and Tv Affiliates meeting: Americana Hotel, New York, 4-5. Academy of Television Arts & Sciences meeting: Hollywood (place to be an- nounced) , 10. Feature: BBC docu- mentary film, "Television and the World"; panel discussion: Hollywood Palladium, 19. FCC Chairman New- ton N. Minow will participate with other industry leaders in discussion of "What is Right and What is Wrong with Television." Assn. of National Advertisers first crea- tive workshop: Hotel Plaza, New York, 11. Subject: management tech- niques in using creativity in adver- tising. International Radio and Television Society Christmas party luncheon: Roosevelt Hotel, New York, 18. SEMANTICS CAUSE CONCERN I was shocked at the semantics in Spot Scope (29 October, p. 67) . The editorial implication is that top 40 radio stations are not "qual- ity." This statement is not expressed in quotes and therefore it appears as if sponsor magazine is saying that quality stations are other than those which play top 40 popular music. Thought you would want to cor- rect this unintentional slur of some of the top broadcasting stations in the United States. ROBERT E. EASTMAN, president, Robert E. Eastman & Co., New York. • It is hereby corrected. The original des- ignation used was "quality music." "Music" was inadvertently dropped. SPANISH MARKET ADDITIONS Re the Spanish Market section (5 November) , KWPC (AM & FM) , Muscatine, la., should also be in the Iowa stations list, with sched- uled Spanish broadcasts. For four years we have done a Spanish news and interview pro- gram for a four-month period from July through October. Well over 2,000 Spanish speaking persons come into the area for the harvest- ing of tomatoes and pickles. We schedule two half-hours weekly. In addition to news in this area, we have made arrangements to bring them news from their own home areas in Texas and Mexico. GEORGE J. VOLGER, KWPC, Muscatine, la. .ailllllllllllllllllllllllllllllllllllllllllllllillll'W On page 51 of your 5 November issue, you print a list of radio sta- tions that you say carry Spanish language programing. Your state- ment is correct. What I am concerned about is that you omitted KGNB at New Braunfels, Tex., which is a 1,000- watt daytime station with primary coverage of San Antonio, Tex., which has an estimated Latin pop- ulation of 63%. Here in New; Braunfels we have a Latin popu- lation of 45%. We have, since go- ing on the air 1 April 1950, car- ried 2 hours a day of Spanish lan- guage programing and music with the same Spanish announcer as we started with. F. T. WILSON, manager, KGNB, New Braunfels, Tex. SPONSOR/26 November 1962 Why WSLS-TV Bought Volumes 1, 2, and 3 of Seven Arts' "Films of the 50's' says Horace Fitzpatrick: Vice President and Manager, WSLS-TV, Roanoke, Va. 'Our purchase of the Seven Arts' Volumes 1, 2, and 3 was no 'happy accident.' Our WSLS-TV Program Screening Committee, which passes on all TV films used by WSLS-TV, previewed the Seven Arts' Volumes and gave them the highest recommendation. As it turned out they were 100% correct . . ■ the Seven Arts' presentations enabled our station to take its position as the leading station in the Roanoke market in important time spots and has given WSLS-TV the m lr.l Ikl* NY FILMS EVE shown on the station. We feel the Seven Arts'Tilms of the 50's' will enable us to maintain our top ranking position in the Roanoke market, particularly in the important Saturday, Sunday and mid-day areas where they have proved so successful to date." SEVEN ARTS ASSOCIATED CORP. A SUBSIDIARY OF SEVEN ARTS PRODUCTIONS. LTD. NEW YORK: 270 Park Avenue YUkon 6-1717 CHICAGO: 8922-D N. La Crosse (P.O. Box 613). Skokie. III. ORchard 4-5105 DALLAS: 5641 Charleston Drive ADams 9-2855 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 of the 50's" see Third Cover SRDS (Spot TV Rates and Data) Individual feature prices upon request. This man makes $23,000 a year. He owns his own home in San Francisco. He owns two cars. He is a drifter. His company transferred him all over the country. Spot to spot. Chicago, Atlanta, Memphis. Now, suddenly, he has a permanent post. San Francisco. But. He has been a comer-and-goer. An involuntary drifter. And because of this, he has developed a detached attitude toward communities. He has become a non-par- ticipant. A spectator. He is now in the Bay Area with the chance to sink a deep tap root. But this area is growing like a flood-tide. The magnetism of California has attracted hundreds of thousands of new residents: They have brought with them a similar apathy for their new com- munity. The Bay Area is a community of strangers. Problem. How do you change this "Community of Strangers" to a community of neighbors? Here's what one TV station, KPIX, is doing. One hun- dred and ten hours of uncommonly enterprising pro- gramming have been allocated to probe the Bay Area's problems; to dramatize its culture, its traditions; to make the Bay Area citizens care about their community, their common heritage, their responsibilities as neighbors. The ability to influence people, project ideas and move products is characteristic of the Westinghouse Broadcast- ing CompanyStations. Stations that demonstrate daily that community responsibility evokes community response. WESTINGHOUSE BROADCASTING COMPANY KPIX • San Francisco WBZ • WBZ-TV • Boston WINS ■ New York WJZ-TV • Baltimore KDKA • KOKA-TV • Pittsburgh KYW • KYW-TV • Cleveland WOWO • Fort Wayne WIND • Chicago Whatever your product, Channel 8 moves goods. On WGAL-TV your sales message reaches more families in the prosperous Lancaster-Harrisburg-York- Lebanon market. Why? Because WGAL-TV blankets these key metropolitan areas and is the favorite by far with viewers in many other areas as well. Your cost per thousand viewers? Less than that of any combination of stations in the area. Lancaster, Pa. NBC and CBS STEINMAN STATION Clair McCollough, Pres. New York • Chicago • Los Angeles • San Francisco hannel Representative: The MEEKER Company, Inc. 10 SPONSOR/26 November 1962 'SPONSOR-WEEK Top of the news in tv/radio advertising 26 November 1962 COLLINS9 CIGARETTE TALK ROCKS TV ADVERTISERS Broadcasters arc getting set for a series of shocks on the subject of tobacco ad- vertising— of which NAB president LeRoy Collins' remarks last week in Port- land, Ore., were only the opening jolt. The real issue is this: how will radio and tv come out in the Federal report on smoking to be released, probably in early 1963, by the Department of Health. Education, and Welfare? Some in- siders believe that Collins' remarks — all made as spontaneous "personal views" and in no way reflecting the policy of the NAB board — were specifical- ly designed to prevent broadcast advertising from bearing the onus of such a report. Collins' speech, delivered ambiguously (made at an NAB function but labelled personal) stated that broadcasters must ask their conscience to consider evidence that tobacco is "a serious hazard to health.'' that many smokers begin as teen-agers, and that advertising is designed to influence po- tential young smokers. Collins pointed a finger at manufacturers, agencies, "outstanding sports figures who permit their hero status to be prostituted," and at stations which carry the commercials. He informally suggested some amendments might be necessary to the NAB Code. As background, it's un- derstood Collins watched a recent CBS TV program on the subject of smok- ing and reacted to favorable press comment on it; beyond that, there's the British tv Pilkington report of this year. TV B WARNS MEMBERS RE REPERCUSSIONS Agency men, acting through TvB. are understood to have been trying to pro- tect their end of what is a $140 million annual broadcast expenditure (net- work and spot). Speculation was rife last week on what would happen if (hypothetically) tobacco commercials were removed from early evening tv. The economic and trafficking consequences of such a network shift are almost beyond comprehension, and it is not known whether evening and fringe time spot tv could carry such a load. Speculation ran especially high because in the aftermath of Collins' speech no concrete suggestions had been voiced. II Collins really had the forthcoming Federal report in mind, then the most im- portant part of his speech was the statement that broadcasters should take cor- rective action "not because we are required to but because a sense of moral responsibility demands it." On Thanksgiving Eve TvB sent a memo to its members warning them that the tobacco industry was upset and to expect more repercussions both on the national and local level. APPEAL REVERSES FTC'S BAN OF COLGATE MOCKUP Deeply significant to the commercial phrasing side of tv is a U. S. appeals decision, handed down last week in Boston, which overruled the FTC's taboo of the "sandpaper test" mockup for Colgate Shaving Cream. Exonerating both Colgate and Bates, the court held that the artifice by Bales of using plexi- glas did not constitute deception since the "viewers are interested in and moved by what they see, not by the means." The court also expressed doubt as to whether Bates should have been named in the FTC complaint. P0NS0R 26 NOVEMBER 1 %2 II ^ 'SPONSOR-WEEK Top of the news in tv/radio advertising (continued) 3FK, MINOW, ACLU STATIONS SUPPORT HAGERTY President Kennedy, FCC Chairman Newton Minow, and the American Civil Liberties Union have defended the position of ABC News chief James Hag- erty in resisting pressure attempts by advertisers to censor news. But the ACLU also defended the right of Triangle's WHNC-TV, New Haven, and WFIL-TV, Philadelphia, to drop the program "if the principle of self-decision on news presentation is to be preserved." In New York City, two stations, WMCA and WNEW, went on the air with editorials which defended Smith or warned of advertising censorship of news. So did WJRZ, Newark. NINE-MONTH NETWORK BILLINGS ROSE 13% Network tv gross time billings for the first nine months of 1962 were $580.1 million, up 13.0% from last year, reports TvB. In September, billings were $63.9 million, up 15.2% from 1961. From January to September, ABC TV rose 7.5% to $149.1 million, CBS TV was up 17.8% to $226.1 million, and NBC TV had an increase of 12.0% to $205.0 million. All daytime increased 18.8% to $179.7 million and all nighttime was up 10.5% to $400.4 million. MAGNAVOX-NAFMB PLAN STARTS TODAY In the first arrangement of its kind, Magnovox (K&.-E) today will begin re- ceiving spot announcements on 150 stations for six to nine months. The cost, $150,000, will be re-assigned by participating stations to NAFMB to start a re- search and promotion program for fm. NAFMB president T. Mitchell Has- tings expected the fm project to involve research and agency media people and to be in full operation by January. The Magnavox buy is the largest in the history of fm. Elsewhere fm broadcasters are trying to differentiate them- selves from am with a quality image of their own. Fm listeners earn more and spend more and are better educated, James Sondheim, president of Novo's QXR Network, noted recently. Broadcasters in fm point out that the pro- graming can be quite different from am, and that many commercials accept- ed by am stations are not acceptable, forcing agencies to prepare special com- mercials for fm. GROCERY INDUSTRY SEEKS MORE TV EDITORIAL COOPERATION A controversy was started by Grocery Manufacturers Association president Paul Willis, speaking before the annual TvB meeting in New York recently, when he asked for more editorial cooperation from tv. (For story of speech and trade reaction, see p. 27.) Y&R OPENS MILAN OFFICE Sumner J. Winebaum will be managing director and Rita Maiocchi will be media director of Y&R's new office, opened in Milan, Italy, last week. The office will report to Francis E. Gearon, Frankfurt managing director. SPONSOR-WEEK continues on page 14 12 SPONSOR/26 November 1962 How the Cleveland muffler became a Star Five years ago, when Philip Zeefe owned one Star Muffler Shop, he launched a radio campaign on WHK. Now he runs eight shops, making him the largest muffler man in Northern Ohio!Tm sure" Mr. Zeefe points out,"that WHK deserves a large share of the credit for this growth." Want to accelerate your sales in the Cleveland market? Ride with WHK, Cleveland's most popular radio station*.., the station which carries 50% of local radio business in this tough eight-station market. Contact Jack Thayer or Metro Broadcast Sales. WHK RADIO, CLEVELAND METROPOLITAN BROADCASTING RADIO, REPRESENTED BY METRO BROADCAST SALES JACK THAYER.V.P.AND GENERAL MANAGER, A DIVISION OF METROMEDIA, INC. *, JAN. MAR, 1960 — SEPT-OCT, 1962 MAR, 1960-AUG JEPT, 'SPONSOR-WEEK Top of the news in tv/radio advertising (continued) DODGE INTO 65 MARKET RADIO CAMPAIGN Dodge (BBDO) has gone into a nationwide spot radio campaign to supple- ment its tv and print efforts. Campaign involves 65 markets with frequency of 40 to 150 spots per week per market in late November. Three one-minute commercials are being used. INTERPUBLIC ACQUIRES AFAMAL Afamal, billing $10 million and said to be the largest advertising agency in Africa, was acquired last week by Interpublic, parent company of McCann- Erickson and other agencies. It is the third acquisition in as many months: the other two were Victor Bennett and Johnstone. GOODFELLOW ELECTED TO MBA POST Joseph W. Goodfellow of the WRC stations, Washington, has been elected president of the Maryland-D.C. Broadcasters' Association. At the same time Thomas S. Carr, WBAL, Baltimore, was elected vice president. NBC ANNUAL AFFILS CONVENTION SET The annual convention of radio and tv affiliates of NBC has been set for 4-5 December in New York City at the Americana Hotel, with radio stations meeting on the first day, Tuesday, and television stations on the second day, Wednesday. SIN, ANYONE? In an age filled with letter abbreviations, some of which even determine the proper name so the abbreviation will come out right, perhaps one of the bold- est entries is Spanish International Network (SIN) . In any case, the seven- station Spanish language border group last week appointed Gates/Hall as its West Coast sales representatives. BERT LOWN OF CBS TV, 59 Bert Lown, western manager of CBS TV affiliate relations, died in Portland, Ore., last week at the age of 59. Before joining CBS in 1951 he was an execu- tive of the Muzac Corporation, and earlier he had long been connected with radio as a band-leader and song writer. NBC TO TAKE PART IN JAMAICAN TV START NBC International is a member of a consortium commissioned by the Jamai- can Broadcasting Corporation to provide technical, financial, management, and programing assistance for tv service to start next summer. During 1963. Sierra Leone and Sudan will also begin tv service with the aid of NBC In- ternational. SPONSOR-WEEK continues on page 60 H SPONSOR/26 November 1962 Warner Bros. Television Division • 666 Fifth Ave.. New York. New York • Ci 6-1000 SPONSOR/26 November 1962 ■ 15 AD MANAGER KNIGHTED! DISCOVERS WHLI sland * -4TH LARGEST MARKET IN U.S.-A SEPARATE, INDEPEND- ENT AND DISTINCT MARKET 'Nassau-Suffolk (Long Island) accounts for more Automoti- ve Sales than 24 states and its $31/4 Billion Retail Sales out-ranks the following major metro markets: Philadelphia Dallas Detroit St. Louis Cleveland Milwaukee Washington, D.C. Seattle Boston Minneapolis Houston Pittsburgh San Francisco Kansas City Baltimore Atlanta Long Islanders listen, and are loyal to WHLI because WHLI pro- vides exclusive programs and services that are vital to resi- dents of Long Island. r > 10.000 WATTS WHLI HtMPSTEAD IONO ISLtNO, N T. AM 1100 FM 98 3 w uvice (4 Jbm iiland PAUL G0D0FSKY, Pres. Gen. Mgr. JOSEPH A. LENN, Exec. Vice-Pres. Sales REPRESENTED by Cill-Perna 'SPONSOR BACKSTAGE by Joe Csida 16 Hope for revitalizing syndie sales For some years now, the coat of arms of the tv film syndication industry has been a pair of crossed, sopping wet crying towels, rampant on a field of unemployed film salesmen. No branch of television has taken the beating the syndicators have taken. All manner of developments have con- tributed to this state of affairs — hour-long shows, packed network schedules, time-slot scarcity, fea- ture film on tv, expanded late evening local and network programing, and stations heavily inventoried with film prop- erties they haven't run or on which they have subsequent runs planned. The results, as the trade press has duly reported, have been lag- ging syndication sales and considerable retrenchment by the dis- tributors. Another outcome of this situation, of course, has been de- pressed prices and awesome competition even more fearsome than before. All in all, the picture, and certainly no pun is intended, has been a grim one. But in the opinion of one major syndication sales exec the next year should see a significant change. The exec I speak of is Dick Dinsmore, who has headed Desilu Sales, Inc., since that com- pany started — even in the face of the grim syndication situation — in January of this year. Dinsmore bases his optimism on what he describes as a small, but firm indication — an increase in the number of inquiries from adver- tising agencies as to open markets on some of the Desilu syndication properties. Intrigued (and, of course, delighted) by these inquiries, Dinsmore made some inquiries on his own and in each instance found that the agency had sought the information in behalf of a client who wanted to merchandise powerfully in the markets in- volved. You can't merchandise a spot As Dinsmore notes, it is this ability for strong local merchandising which gave syndication part of its original impetus when the busi- ness first began. Another was the fact that local and regional adver- tisers could not compete, from a program point of view, in any other way than via syndication. Further, Dick adds, the magazine con- cept in network selling and the diminution of total program spon- sorship by one advertiser is making merchandising and promotion of network shows by network advertisers increasingly difficult, if not virtually impossible. The network shows are virtually spot carriers and it's long been proverbial that you can't merchandise a spot announcement. Gone are the days when the majority of network advertisers could showcase a single, beautiful program that was theirs and theirs alone. Dinsmore asks this logical question, "How can you merchandise a (Please turn to page 24) SPONSOR/26 November 1962 qualitative radio research has just been brought within reach of every budget Until now ... all Pulse local qualitative research in radio was conducted on assignment by individual companies . . . who shared the cost with no one. But now Pulse takes qualitative research out of the realm of luxury . . . and into syndication. NOW GETTING UNDERWAY— IN 100 TOP MARKETS RADIO PULSE LQR-100 Local. . . V Qualitative. . . Radio FACTORS: by station. . . by time period 1. Age 2. Sex 3. Occupation 4. Size of family Write, wire or phone George Sternberg, Director of Sales R rULSE, INC. 730 Fifth Avenue, New York, N. Y., Phone: JUdson 6-3316 // you want to know not just how many, but how good . . . Pulse qualifies iPONSOR/26 November 1962 17 ADVERTJSWG TIGERS BUY HOUSTON 18 ". . . Also Campus Tigers Wear Dickies Slacks." SPONSOR/26 November 1962 'SPONSOR-SCOPE 26 NOVEMBER 1962 / cwipht iwz Interpretation and commentary on most significant tv/ radio and marketing news of the week The tv networks might find it expedient from a longrange point of view to take note of something that agencies say they're encountering in their discussions about tv with clients. It's a disquieting subject and the theme is raised not only by clients that the agen- cies are trying to bring into tv but advertisers already knee-deep in networks. As gleaned from agencies, clients, aside from mentioning the plaint about rising tv costs, are giving vent to almost a choral alarm over the high rate of network casualties among new nighttime program series. (It was 63% for the 1961-62 season.) The question, in essence, posed to the agencies: If the socalled experts can't pick 'em at least a 50-50 rate, shouldn't they (the advertisers) be somewhat skittish about earmarking more money for network programing. One advertiser put his appraisal this way: a manufacturer whose casualty rate for new products came to even half the rate for new programs would be deemed not only a bad picker but far removed from the public pulse; perhaps the latter is the mal- ady afflicting both networks and the people doing the tv producing out in Hollywood. CBS TV can expect Benton & Bowles to recommend to General Foods that it cancel out of Buffalo when the increased rates for that market take effect in March. It was B&B that jointly with Compton spearheaded the recommendation that culminat- ed in P&G's decision to lop Buffalo off its network lists because of the forthcoming rate hike. Before it takes B&B's recommendation under consideration General Foods will, it might be anticipated, solicit the views on the subject of its other agencies, notably Y&R, which, incidentally, has been looking into the legality of a group of agencies or accounts taking retaliative action against a group of stations. CBS TV sales and station relations makes no bones about its having a hot potato on its hands. Complicating the prospects of facesaving: the network's statement in a letter to a P&G agency that the network generates rate increases and they are not the re- sult of affiliate pressure. P&G's wholesale network pullout from Buffalo (as the increased rates take effect) poses for CBS TV daytime a complexity that's without precedent. The advertiser controls Search for Tomorrow, Guiding Light, As the World Turns and Edge of Night, but CBS TV has the right to sell half of the latter two serials to other sponsors. And they now include Nabisco, Sterling, Vick, Alberto-Culver, Pillsbury, Lip- ton and Toni. That ticklish situation is being discussed between the network and P&G, with CBS TV contending that it would be unfair to penalize these other advertisers by making them abandon exposure of the soapers in Buffalo also. However, CBS TV is also inquiring of the serials' co-sponsors whether they're of the same mind at P&G as regards the rate increase. Dates the cancellations take effect by network: ABC TV, 1 January; CBS TV, 15 March; NBC TV, 1 April. You can expect a continuing reverberation from among tobacco advertisers and their agencies as a resut of NAB president LeRoy Collins' comments about youth and cigarette advertising. (For detailed coverage of this incident see SPONSOR WEEK, page 11.) SPONSOR/26 November 1962 19 "SPONSOR-SCOPE Continued Lestoil last week advised SPONSOR-SCOPE through F&S&R that it hasn't em- barked on geographical pullback on tv coverage and that the only place it's limit- ing itself to a regional network is in ABC TV nighttime. The company's tv plans for the start of 1963: a minute in Tonight for the full net- work, some participations in daytime network tv nation-wide and spot tv in 26 states. Lestoil is anxious to get the record straight because it doesn't want its brokers beyond the Mississippi to think they weren't going to get ample weight. Gulton Industries (Compton) will have another new item to promote when it takes off on its spring tv campaign. The newcomer: a cigarette lighter with a battery that recharges itself. (See 19 November SPONSOR-SCOPE for an article on the job tv's done for Gulton.) Out of the midwest comes a report that can and glass companies are expected to accelerate their inventiveness in dressing up the beer container. Now that Alcoa has come through with the soft top cans (for Schlitz) beer marketers are looking for such thing as tab tops from the can people and "high fashion" shapes from the bottle makers. And what does it bode for tv? Why, of course, a rush to demonstrate the superior utility and the decorativeness of the innovations. As it happened, Alcoa's air splurge to support the introduction of Schlitz's soft top and the glass companies' counter special campaign on the no-return bottle got quite a favorable reaction from the brewers themselves. Talking about sponsors who kick themselves for passing up shows that turn out smash hits, Alberto-Culver's Leonard Lavin, who's spending at the rate of $30 million a year in tv, demonstrated that he's not above that antic, and in public too. Lavin told the Chicago Broadcast Advertisers Club that he was offered one of the first cracks at Beverly Hillbillies and he thumbed it down because he didn't think it had a chance. And, too, Lavin didn't hesitate to don sackcloth before his competitors. The gather- ing included people from Helene Curtis' four agencies. On the less brooding side, Lavin took the occasion to tick off his three main tenents of achieving leadership in his field: They were: (1) the marketing of quality products at premium mass prices, with distribution in all possible outlets; (2) a minimum number of executive person- nel; (3) a maximum number of advertising dollars concentrated on television. Quite obviously sales and profits are bouncing high for Whitehall (Bates) the current fiscal year. The American Home Products' proprietory division has $300,000 in advertising sur- plus that it proposes to put into nighttime network tv commercials all to be sched- uled before the end of December. This gambit might be chalked up as a first for radio: CBS Radio network sales are making a selling point of the fact that the network has a mechanical de- vice which automatically maintains a proper decibel balance between the program content and the commercials. The name of the mechanism is Audimax, and the citation by CBS Radio sales is evi- dently a response to the furore newsprint columnists have been making lately about stations stepping up of volume for commercials. Also criticisms of the practice by Interpublic's Marion Harper, K&E's William Lewis and other admen. 20 SPONSOR/26 NOVEMBER 1962 'SPONSOR-SCOPE Continued It's been a rough season so far for those who harness their values of a night- time network tv series to ratings. The shares continue to fluctuate wholesale with the issuance of each Nielsen 30-market report, with the result that Madison Avenue can claim the biggest battalion of second guessers it's ever known. Of no minor disturbance to those who expect a fairly rooted stability of a network sched- ule is this factor: if you look back from the 4 November 30-market Nielsen you will find that in terms of shares 96 half -hours have changed by at least 20% since their season's premiere. Of these half-hours 41 were new shows and 45, holdovers. There are 148 prime time half-hours. Looks like Beech-Nut Baby Foods (Y&R) will retain NBC TV as the exclusive repository for its daytime billing for the coming year. The account's been ladling it out on a 13-week basis but the chances are that it will set up a 52-week arrangement with this proviso: the right to cancel on four weeks' no- tice. Estimated rate of expenditure: $3.5 million. There'll also be heavy supplementing in spot tv. It's been running around $750,000. Johnson & Johnson (Y&R) has assigned the bulk of its network daytime busi- ness for the first quarter to NBC TV. The package figures around 70 minutes and $300,000 in billings. Involved is most of the Micrin allotment and all of Arrestin cough remedy. Another daytime renewal for the network: Calgon (Ketchum, MacLeod & Grove), seven quarter hours in the Price is Right. Lever Bros, will be definitely back in daytime network tv for the second 1963 quarter. The company has a flock of brand promotions on the way that will make it imperative that daytime spending be restored in even greater volume. By that time the account may be in a better position to single out the programs it wants for daytime participation. NBC TV research appears to have taken over the role this season of showing that there is more than one way of skinning a batch of ratings. To counteract the competitive complexion of Nielsen's Top 10 in average audience NBC TV last week rushed out a research department "highlight" showing that when it came to most programs with a better than 30 rating in terms of total homes NBC TV had six, CBS TV six (if Skelton isn't counted twice) and ABC TV, one. ABC TV also took occasion last week to beat the drum re ratings: the latest 30-market Nielsen showed McHale's Navy running ahead of Hazel. ABC TV has but two minutes to sell (out of 16) on the All-Star game it's add- ed to its American Football League schedule, with the date 13 January. The participants set by minutes: Gillette, 8; Lorillard, 2; General Mills, 2; Lin- coln-Mercury, 2. The price comes out to around $20,000 gross a minute. A program nut that CBS TV is expected to crack this week: the early 1963 status of the Fair Exchange series. The network has an hour version of Twilight Zone standing by for possible substitu- tion. Blurring a decision is the fact that Fair Exchange's share went up to 30% in the latest 30-market Nielsen. 5P0NS0R/26 November 1962 21 "SPONSOR-SCOPE Continued Si The replacement of Robert Foreman with James R. Schule as chief of BBDO's tv program department suggests in a way the turn of an era for the agency. Schule started with BBDO as a staff legalite, while Foreman's great suit has always been in the area of creativity. From the fledging days of radio BBDO has been quite eminent for the retinue of staff showmen sprouted by the program department — people like the late Arthur Pryor, Jr., the late Homer Fickett, Charles Underhill, Wick Crider, David White and Herb Sanford. The time cost estimator may have reason to start looking over his, or her, shoulder as regards the longevity of the job. Compton's media department is having a pilot useage job — or call it an experi- ment— done at Central Media Bureau to determine where the estimating function can be performed more efficiently and economically by punchcards. If the pilot proves acceptable, the timebuyer will look to the end results of the computer to guide him instead of going to a staff estimator. The buyer still, of course, will have to make the buying decision. But there's one place where the machine can't help: in case accounting finds that the billings from the station don't jibe with the machine some human will have to get back to the station and find out who's right. P.S.: If you're an estimator at Compton, don't worry. The media department says it'll find other things for you to do. As current Four A's chairman, McCann-Erickson's Marion Harper has good cause to preach the concept that advertisers should abandon the practice of mak- ing their marketing strategy a year-to-year thing. Harper's contention that marketing plans should be carved according to at least a three- year cycle is rooted in a principle for which the Four A's has been fighting. The incentive is simply this: if marketing plans were based on longrange strategy agency-client relations would become more stable and the business of cancelling out on six months or less notice would diminish substantially. Tv research has been piling up answers to all sorts of questions over the years but there's still one puzzle that resides in the limbo of perplexity. And that unanswered query, often cited by agency people, is this: how come Nielsen's station index furnishes 15% more audience than ARB's station ratings but Niel- sen's network index runs 15% le88 than ARB's network ratings? SPONSOR-SCOPE asked Nielsen to rationalize this one but without success. 22 Talking about the economic immensity of network tv, did you know that before the three networks ring up the curtain on a new season they're in for perhaps as much as a half billion dollars in table stakes. The breakdown of that figure might roughly be estimated in this fashion. AREA TOTAL AMOUNT Nighttime programing $300,000,000 Daytime programing, sports rights 100,000,000 News coverage, documentaries 60,000,000 Plant, personnel, fixed overhead 40,000,000 Total $500,000,000 SPONSOR/26 NOVEMBER 1962 First in Hoosier Hearts Peru, Indiana . . . once famed as winter quarters for the nation's finest circuses, still touches Hoosier hearts . . . young and old. First in Hoosier Homes Keeping alive this 50 year old tradition, Peru holds their annual "Circus City Festival", re-living the grand old days of sawdust, ridgepoles and greasepaint. "Let's go to Circus City", the WFBM promotion spots said . . . inviting Hoosier listeners to a day with Channel six stars at Peru for the big "Circus City" celebration. Seven hundred train seats ... at $8 for adults, $5 for children . . . were snapped up by the WFBM audience in no time — another example of the pulling power and community acceptance you can expect from WFBM- TV in Indianapolis and the rich satellite markets surround- ing the metro area. Let us show you the specifics now. Just ask your Katz man. TIME-LIFE BROADCAST INC. America's 13th TV Market with the only basic NBC coverage ot 760,000 TV set owning families. ARB Nov., 1961. Nationwide Sweep. PONSOR 26 NOVEMBER 1962 23 FLORI t? for Orlando Daytona Beach Cape Canaveral ^SPONSOR BACKSTAGE Continued 24 show when you, as an advertiser, are identified with it only for minute and are one of a number of advertisers?" He adds that Th Lucy Show, with two alternating sponsors, presents a different pi ture and then counters with, "But if you are one of the advertise]' in the 90-minute western show The Virginian, how can you expect t use, with maximum effect, point of sale and similar merchandisin aids?" f think Dinsmore's point is well taken. There has long been school of thought in the advertising business which has felt that hov ever strong a sales tool television may be, it and any other mediur need something to close the gap between the desire to buy and th act of buying. It may only be a shelf tag or a bottle collar reminc ing the customer that this is the product advertised on such and sue program, but it has proved to be just the fillip needed to close th sale. If Dinsmore's prediction that there will be a pick up in syndica tion show sales becomes an actuality, it will be an interesting devel opment. Stations, of course, will welcome it since it means they'l get 70 cents of their rate card dollar, rather than the 30% of rat card they get from network programing. It will mean that the prim factor which has hurt syndication sales so much — the very succes of network shows — will be contributing to its renascence, howeve large or small that renascence may be. Syndication costs less Underlying this entire situation is still another problem, namely the costs of network programing, which have risen to the poin where full or half program sponsorship is the rare exception for ad vertisers today. A particularly dramatic recent illustration of how network pro gram costs have soared was the purchase of the repeat of the Mar Martin Peter Pan two-hour telecast. Young 8c Rubicam and War wick & Legler bought this repeat for showing via NBC TV on il February from 7 to 9 p.m. And even though it is a repeat of a sho' which had been performed twice before in live versions, it is costin sponsors Lipton Tea and Timex well over a half-million dollars, in eluding time charges. And that is no second-hand price for the spon sorship of a show on its third round. And in spite of the large costs, the merchandising possibilities ar even further watered down by the fact that Miss Martin is doin| another special (this one with Bing Crosby) which is scheduled fo; 10 p.m. on Christmas Eve. Clairol will be the sponsor of the Christ mas outing. In direct contrast, syndication program costs have been held at the same level for some years, a natural development where there is too much product and not enough playing time. Dinsmore and other syndication sales executives are hard-headed enough to reali/i that domestic syndication will probably never return to the heights it achieved a few years ago, but if the need to supplement network' programing with local syndication does materialize, it could be high- ly important in stabilizing syndication and reducing, even if slightly, the risks of an always hazardous business. SPONSOR/26 November 1962 Dean Jones, star of NBC's new 'Ensign 0' Toole' series, reflects the spirit of WSB-TV's White Columns ...the symbol of growth in booming Atlanta and the South. All, hated with The Atlanta Journal and Constitute. NBC affiliate. Associated with WSOC/WSOC-TV, Charlotte; WHIO WHIO-TV, Dayton. SPONSOR/26 November 1962 25 Leaders in the metropolitan audience share... with greatest unduplicated ABC network coverage in the Southwest! San Antonio's For many years San Antonio's Channel 12 has been a leader In the metropolitan audience share. Now, with its new Sky Scraper maximum tower and maximum power . . . this coverage has been extended to outlying communities of the San Antonio trade area. The new Channel 12 Sky Scraper will add an estimated 185,000 homes to its coverage ... the greatest unduplicated ABC network coverage in the Southwest. See your Katz man for the facts. Channel 12 I THE KATZ AGENCY, inc. National Representatives 26 SPONSOR/26 NOVEMBER 1962 'SPONSOR 26 NOVEMBER 1962 GMA's Willis startles TvB members ► Waldorf speech brings deep resentments ► GMA president seeks more "cooperation" ► Cites association pressure on magazines hi the opinion of many veteran industry observers, Paul Willis, president of the Grocery Manufac- turers Association, speaking before the annual TvB meeting in ATcw York on 16 November, raised a number of startling and debatable points iv hen he asked for more tv cooperation in presenting the food industry story. Because of the controversial na- ture of his speech, sponsor reprints it here i)i full, with editorial com- ment on the following page. In your publicity covering your annual meeting, you say thai in- dustry is learning that it cannot increase sales just by increasing production and pushing more prod- ucts through the distribution pipe- line. It is the customer's pull that determines sales today, a pull trans- mitted through the chain of de- mand. Our manufacturers as well as the distributors have been keenly aware of this for a long time. That is why they are annually investing so many millions of dollars in adver- tising and promotions. The theme of your meeting "The Chain of Demand" is right down our alley. Before discussing your theme. I want to tell you a little bit about GMA — who we are and what we do. Our membership includes the SPONSOR 26 November 1962 leading manufacturers of this coun- try that produce most of the food and grocery items sold in super- markets throughout the U. S. In addition to the regularly accepted items that make up the grocery basket, our manufacturers produce soft drinks, beer, cigarettes, beauty aids, general merchandise items — most ol the branded produ< is avail- able in supermarkets. In recent years main manufacturers who heretofore sold their products pri- marily through other channels and who are now marketing them through supermarkets have joined GMA, and we have been \er\ help- ful to them. We have 20 working committees on which some 800 people serve actively. This includes committees on marketing, advertising, public relations, trade relations, employee relations, traffic, agricultural rela- tions, broker relations, legislative, consumer set vices, and so on. Our Willis of GMA addresses TvB meeting in New York It was it this luncheon at the Waldorf-Astoria Hotel that Willis, pres. of Grocei Manufacturers Assn.. shocked broadcasters with pleas on editorial "cooperation" 27 members look upon GMA as their organization to provide leadership with the trade, the public, the government, communications, press, and so on. Growth traced. Our industry has had a fabulous growth, especially within the last two decades. It grew from a $16 billion annual business to an estimated $80 billion in 1962. This growth did not just happen because people have to eat, or because of population increases. Had we depended on these two factors only, our total annual food consumption bill would probably people and to our total economy. Today's homemaker has the dis- tinct privilege of selecing her gro- ceries from an assortment of some 8,000 items instead of a limited selection of 1,000 items as before. Two-thirds of today's items are either new or were materially im- proved within the past 10 years. She prepares her daily meals of nutritious, tasty foods for a family of four, in 1 y2 hours compared with an earlier time requirement of 5 1/9 hours. Today's food products, in many instances, are far superior in nutri- Plllllllillllillllllllliilllllllllllllllllllllll!illlllllll^ Ominous warning by Willis to tv managements: "OUR manufacturers in 1962 will invest $1.2 billion in advertising. . . . I wish I could say . . . nice things about the relationships of our advertisers with tv. Even though the networks receive about 65% of their revenues from GMA members, there is lots to be desired in our relation- ships ivith their top managements." flllllllllllllll!lllllll!llllliHllllllll!il!lllllllllllllllllllllllllliilllll!IIM now be $40 billion instead of $80 billion. This extra growth resulted from many things . . . good management at all levels, fine teamwork among all segments of the industry, heavy investment in research, new and improved products, modernization of plants, new equipment, automa- tion, and very importantly, adver- tising and promotions. It was the combination of these many factors that helped to promote this extra growth. This industry has made great contributions to the American tion, tastiness, safety, variety, and reliability of quality. Today's new household items with their built-in maid service provide many time-saving devices which have materially lightened the homemaker's chores. Largely because of the availability of safe, tasty, nutritious foods, and the public's greater understanding and appreciation of the value of good eating, the American people, as a nation, are healthier now than ever before. Children are taller. Sports records are continuously broken and the life span is constantly in- creasing. The American consumer never had it so good. While our government's over-all cost-of-living index shows an in- crease of 17% within the last 10 years, exclusive of food, we are highly pleased to say that the cost of our government's standard "gro- cery basket" costs no more today at the supermarket than it did 10 years ago. This standard "grocery basket" set up by the government contains some 80 selected basic grocery items carefully weighted as to consumer usage. It is the com- posite cost of this "grocery basket" that the government uses as a monthly measurement of food prices at the grocery store. Whenever we make the state- ment that today's grocery basket costs no more than it did 10 years ago, it naturally raises eyebrows for some people spend more dollars now at the supermarket than ever before. There usually is a practical explanation for this. The family may be larger today, and growing children require more food. People are also buying different and better foods. Additionally, they buy many other items at the supermarket: magazines, cigarettes, stockings, kitchen utensils, etc . . . all are paid for out of the grocery budget. Recently, you have seen several magazine and newspaper articles on "Why Our Food Is a Bargain." That is a correct statement, as it relates to the over-all cost-of-living items, and especially when meas- ured in terms of hourly wages re- lated to purchasing power. Ten years ago the American factory em- ployee worked 51 hours to earn enough money with which to buy the government's monthly market basket of farm foods. This year he earns enough money from 37 hours of work to buy the same standard "market basket." He has the in- come of 14 hours work for spend- ing for other things ... a real con- tribution to our total economy. In this country, we spend about 20 cents of our dollar income, after taxes, for food. This leaves 80(£ available for buying other things. In Russia they need about 50 cents of their dollar to buy foods. {Please turn to page. 51) 28 SPONSOR/26 NOVEMBER 1962 EDITORIAL what we believe in and what we fight for An outrageous and shocking speech II you did not hear, or have not seen the speech delivered by Paul S. Willis. president of the Grocery Manufacturers of America, before the recent meeting ol the Television Bureau of Advertising in New York, we suggest that you read it carefully. It appears on the preceding pages. In our opinion it contains some of the most outrageous and shocking statements ever delivered at an industry meeting. Worse still, it betrays evidence of a type of mentality and type of thinking which, unless checked soon and hard and fast, can easily destroy the whole structure of the American free press and free broadcasting. Mr. Willis, posing as a spokesman for an $80 billion industry, and waving the big bludgeon of a $1.2 billion advertising expenditure, told TvB members that the time has come for more editorial "cooperation" with food manufacturers. Blandly, and with the kind of innocence usually seen only among the very senile or very infantile, he revealed the disgraceful fact that last year a GMA committee put the arm on 16 supposedly powerful publishers. In Willis' words, "We wanted to discuss with them the facts of life about adver- tiser-media relationships." In the GMA's bright lexicon, this means seeing to it that editorial and advertising departments understand their "interdependency." The magazine boys got the message. In the past year a flood of puffy, p.r.-type food articles have appeared in Life, Look, the Saturday Evening Post, Good Housekeeping, This Week, Readers' Digest— name the proudest names in the mass magazine field, they've all knuckled under. Gleefully Willis detailed the results of the GMA power play. But he went on ominously, "There's lots to be desired in our relations with top tv managements." In other words, as one distressed TvB member remarked at the 'Waldorf, "He's telling us, 'We've ground the print boys under our heels; now we're going to start in on you'." Misguided, fallacious thinking Well, maybe that will happen. But sponsor believes that the time has come when all thoughtful broadcasters, publishers, and advertising men must stand up and challenge publicly the entire Willis-GMA concept. It is based on fallacious, misguided, misbegotten thinking, and the sooner its GMA adherents get slapped down, the better off we all shall be. Paul Willis is wrong, dead wrong. And the reasons why he is wrong have noth- ing to do with those old-fashioned, maudlin arguments about the need to preserve "editorial integrity" or proteel the pristine virginity of editors and program people from the lecherous assaidts of the advertising department. The real evil in the GMA approach, as Tv Guide editor Merrill Panitt pointed SPONSOR/26 November 1962 EDITORIAL Continued out recently to the ANA (see Commercial Commentary 19 November), is that this kind of pressure leads inevitably to a weakening of mass media advertising values. There isn't an editor or broadcast program chief in America today who isn't subject to an almost unbearable barrage from public relations image-builders who want to cadge free time and space to promote their own special interests. And when this barrage is backed, as it is by GMA, with the ugly, bullying, im- plied threat of advertising cancellations, it is not always easy to resist. But it is absolutely imperative— not only for reasons of self-respect and integrity, but for the advertisers' own ultimate good— that the resistance be vigorously and constantly demonstrated. In any mass medium the primary responsibility of an editorial or program ex- ecutive is to deliver an audience— a specific, sizeable, interested, even enthusiastic audience. He owes this not only to himself and to his owners, but especially and most im- portantly to his advertisers. And the only way he can be certain of building, holding, and stimulating this audience is by constantly seeking out its real interests, and discovering new ways to challenge and appeal to it. He cannot hope to do this if he turns his medium into a house organ for special interests. He cannot do it with a policy of accommodation and appeasement. He must continually fight against those who say, "This is what I want your pub- lic to read or hear." He must stand firm in providing what his public itself wants to receive, and digest. Otherwise, he betrays himself, and inevitably betrays his advertisers. Who does Willis speak for? In presuming to act as spokesman for the grocery manufacturers industry, Paul Willis, as president of GMA, seems to have impressive credentials. But sponsor wants to know— does Willis really have the specific backing of the companies which make up the Association's membership? Among these are such important tv advertisers as Procter 8c* Gamble, General Foods and General Mills. Is Willis speaking for Howard Morgens, president of P&G, Charles G. Mortimer, chairman of General Foods, and Charles H. Bell, chairman of General Mills? sponsor has addressed personal copies of this editorial to each of these gentlemen and asked them specifically whether Willis, in his pressure tactics on mass media, reflects their sentiments. Or is he merely a harmless bureaucrat, speaking wildly and violently out of turn? If the GMA president actually represents the viewpoint of leading GMA mem- ber companies, then Ave believe these companies should themselves be attacked. If he doesn't, then he should be reprimanded by his membership. t^ SPONSOR/26 November 1962 11TH ANNUAL RADIO/TV FARM REPORT A profile of farm radio-tv in 1962 _ ,. — „ — „7_ Stations beef up farm programing, staffs TRFDs invaluable to advertisers Youth now entering ag-communications Rural-suburban overlaps affect programing Farming today is the center of more "numbers games" than there are flies in a pigsty. To name a few: • In Washington, the 1959 Cen- sus of Agriculture is still being poured over in order to determine how many "farms" and "farmers" there are, according to new defini- tions, and where they are fixated. Soil bank and other farm programs are also the root of much arithme- tic. • The number of farms contin- ues to decrease while the farms themselves get bigger, as sponsor delineated in the last two annual farm issues along with other statis- tical data ($46 billion income. $208 billion assets, etc.) . • Simultaneously, mechanization has swelled the number of surplus farm workers. The Committee for Economic Development, which con- siders this underdevelopment a large part of an overall government problem, recently recommended as a remedy, "a program to permit and induce a large rapid movement of resources, notably labor, out of agri- culture." • Meanwhile, radio and tv sta- tions continue to add to their farm programing and to add to their farm programing staffs. Also, col- leges continue to increase the num- ber of agricultural communications courses. • In California, it was evolved b\ l)i. Pen*) Stout, chairman <>l the Soils and Nutrition Department at the University ol California, that the U. S. should stock a two-yeai food supply within walking dis- tance ol each citizen in the eveni ol national disaster. • And, at least on the Easl and West Coasts and around the big "metro" areas, an increasing num- ber of rural and suburban areas are beginning to overlap with resultant changes in radio and tv program- ing, advertising approach, and product merchandising. The CED plan for retraining surplus farm workers, according to Norman Kraeft, director of agricul- tural affairs for the Mutual Broad- casting System, calls for "an out- movement of two million farm workers from agriculture over the next five years." Kraeft, heard six days a week on 250 stations, suggested a bi-partisan approach to a solution of the farm problem: "Either we succeed in In the city or on the prairie, it's still farm programing The grazing problem in Philadelphia isn't as bad as it looks i photo (1). Bovines were on WCATJ grounds .is pari of dain promotion. Aerial photo (r) shows part of tent city near (.ran 1 Island, Neb., site of corn picking contest which WOW covered SPONSOR 26 November 1962 31 An RFD at work— assisting at livestock auction KWKH's (Shreveport) Farm Director, Jack Dillard (with hands raised) participates in junior livestock auction with 4-H exhibitor. Sales aid 4-Hers at annual fair taking agriculture out of the polit- ical arena or the dwindling rural representation in Congress may find the growing representation from the cities of a mind to do away with federal farm programs entirely. "How much longer," he asked, "will the American people — farm- ers and non-farmers alike — endure spectacles such as the one we have just witnessed: eight months of high-level bickering, resulting in a farm bill that is completely pleas- ing to almost nobody and promises to feed the fires of farm policy con- troversy when the 88th Congress convenes in January?" Kraeft's program, which origin- welcome* to vtrypofliys ,:%, 0*100 Taking part in the Cub tractor radio/promo drive Man behind the wheel is WLW's (Cincinnati) RFD Bob Miller. Ad-lib messages on 129 stations, promotion stunts skyrocketed sales in suburbs as well as on farms ates in Washington D. C, was ex- panded to six days a week this year when American Cyanamid Co. be- gan sponsorship of his News-Farm News three days a week. Thus Saturdays were added to the sched- ule in September to accommodate Pioneer Chain Saw Division of Out- board Marine Corp. three days a week. 'Like small grocers.' In discuss- ing the mechanization problem, Joe Baisch, vice president and general manager of WREX-TV, Rockford, 111., likened the passage of small farms to the disappearance of small grocery stores due to the growth of supermarkets. "A lot of people don't seem to realize," Baisch said, "that the in- vestment for a family farm today — at the low end — is about $25,000 and goes to about $150,000. And instead of the old 40 (acres) they have from 700 to 1 ,200— at least in this area. But they have three trac- tors and only one hired hand to work it, outside of the immediate family." One solution to the problem of keeping jobless farm workers in the areas in which they were born and raised was repeated to sponsor by Giles H. Miller, Jr., president of the Culpepper National Bank, Culpep- per, Va. Industries aid jobless. Because of the continuous floods and droughts, the townspeople were never sure of their water supply and the farmers were never sure of their crops. Last year, the local people raised $65,000 and joined with the farmers to eliminate the problem through the Mountain Run Watershed Project. As soon as the water problem was brought under control, two indus- tries moved in — a steel products mill and a woman's wear mill. These enterprises now employ 400 people, many of whom were farm- ers. Station activities When commercial radio debuted, it found an immediate indispens- able niche on farms throughout the world as a provider of news, weather bulletins, market prices, and enter- 32 SPONSOR/26 November 1962 tainment. Today it soothes animals in the barns, and transistor-size ra- dios now accompany workers in the field. Almost from its inception, a spe- cial type of programing — farm pro- graming— was developed to meet the needs of this special audience. Just as quickly, the value of spon- sorship was recognized by the man- ufacturers and advertisers of seed and feed; fertilizers and chemicals; animal health; insecticides, pest and weed killers; petroleum products; consumer, and institutional. Al Long, John Blair & Co.'s farm specialist in New York, noted: "Commercial farm radio in recent years has been developed into a powerful sales stimulant through the combined efforts of profession- al farm directors, their area cov- erage stations, and the leading farm advertisers." Audiences loyal. "This sales ef- fectiveness," Long continued," is the result of a) the new farm radio programing Avhich has built large and loyal audiences and b) the use of the radio farm director as an agent for his exclusive advertisers during the time he is in the field with his staff collecting the vast amount of material necessary for the new programing." He suggested that an advertiser's local sales force "should work di- rectly with the station and the RFD in coordinating their efforts on key accounts or wherever it is most pro- ductive." In Chicago, Blair's farm director, Bob Walton, explained the daily practical side of farm programing: "The early morning farm show on most area stations is a calculated way of getting forced tune-in and a running start on their competition. "The noontime farm shows," he continued, "gain maximum total area circulation for these same sta- tions and likewise provide a com- petitive advantage to the station going into the afternoon listening period." Prefer live messages. Later, Walton noted that major farm ad- vertisers recognize the value of the RFD's personal influence and "pre- fer the live participation of the RFD in their commercials. Some even rely upon the RFD to work from fact sheets. They ask that the RFD custom tailor the copy to his individual market." As for coverage, the greatest sin- gle carrier of farm programing is the Keystone Broadcasting System whose 818 farm stations reach 78% of all U. S. farms (2,902,825 of teresting to note how at least oik agenc) man refers to radio. Robert Kunkel, client services account ex- ecutive, Leo Burnett Co., Chicago, declared: "Our radio is divided in- to three groups — cornbclt, milk- belt, and broiler areas. It may be we will add a beef area someday and we have at times had a special program in egg areas." ; ; ^ : r i i ii j : , . ; i i i i j ;j ; : [i [ 1 1 J ; : : : u ! u j ; ; ; [ u 1 1 n : : i ; . 1 1 Ff i j j : i : ; ! n u i : : : ; i i i ; 1 1 1 n i ; ; I i 1 1 1 1 ! ' 1 1 ! 1 1 n [ ; i f n i i ; ' l i ; ' : i : i i , : : : 1 1 : ■ ' m ; ! ; . . : i ; : , . !:,..:-: iiiliiiiiiiilliiillilillilliliillliiiililig NATRFDers are homeward-bound MEMBERS OF THE National Assn. of Television and Radio Farm Directors — the uniquely qualified group of advertiser-farmer go- betweens — are returning home today from their 19th annual three- day meeting in Chicago to their familiar "early bird-night owl" life. The activities of the TRFDs, who number over 600 on 145 radio stations in 35 states and Canada and on 79 tv stations in 33 states and Canada, are too well-known to require but the briefest men- tion: early broadcast hours, long field trips, frequent chats with farmers, dealers, government extension workers, fairs, meetings, and government hearings. But mainly, TRFDs are salesman; knowledgable men who have earned the confidence and trust of farmers in their areas, and who work with sponsors, their distributors and dealers. National Sales Representatives Advertising Time Sales who work with NATRFD stations are: Hal Holman Co. AM Radio Sales The Katz Agency Avery-Knodel Daren F. McGavren Co. John Blair & Co. Masla Associates CBS Spot Sales Peters, Griffin, Woodward Henry 1. Christal Co. Pearson National Reps. Thomas F. Clark Co. Edward Petry & Co. Crosley Broadcasting Sales Radio-TV Representatives Gill-Pema Paul H. Raymer Co. H. R. Representatives Venard, Torbet & McConnell R. Harlow Walker-Rawalt Harrington, Righter & Parsons Hal Walton Inc. Geo. P. Hollingbery Co. Weed & Co. m\ milium 3,703,224) and 85% of the top 400 farm counties. Each of these stations air an av- erage of 16 full quarter-hours of farm programing weekly, and more than 85% of these KBS farm sta- tions use either a county agent or a station farm director on the air in programing which appeals directly to the farmer and his family. To digress briefly, it might be in- Radio/tv saves cotton. That farm audiences not only hear radio and tv, but are actually listening and even motivated by them, was perhaps never more dramatical I\ demonstrated than it was in Texas' Rio Grande Valley late this sum- mer. A 70-cents/hour pay increase for Mexican Nationals (braceros) to pick cotton made their hire pro- SP0NS0R/26 November 1962 S3 hibitive to farmers who would have had to pay $41.25 per bale for picking alone. Since purchase of new machines was out of the ques- tion, the Texas Employment Com- mission was called upon to procure machines to custom-pick the crops at a cost of $20-25 per bale. The TEC; asked KRGV (AM & TV) , Weslaco, for assistance. Farm director Charlie Rankin immediate- ly aired the needs of the valley's farmers tvpe of machine, acreage, first or second picking, etc. This was repeated, as a public service, on Rankin's morning and after- noon radio and tv programs. When the dust settled, the TEC congratulated the station for help- ing to get 90-95% of the 370,000 hales machine harvested and bring- ing the 1962 cotton season to a suc- cessful close. TEC hails RFD. The TEC letter read in part: "Charlie Rankin's farm program was directly respon- sible for turning out more than 50 cotton picking machines at times when they could not be located by any other manner in time to meet the demand. Idle machines were located in Hidalgo, Cameron, and Willacy counties and referred to the points of need in a matter of hours, whereas the normal place- ment process would have taken days." One of the more unusual farm events this year, the International Mushroom Conference from 28 Oc- tober to 2 November, was covered by WFIL (AM & TV), Philadel- phia. Nearly 300 people from eight foreign nations attended the meet- ing which is held in a different country every three years. This conference, the fifth, was the first to be held in the U. S.; the next to be held here will be in 1977. Chester County, Pa., annually produces $38 million worth of mushrooms and is the largest mush- room producer in the world. WFIL shot 10 minutes of film as the vis- itors toured farms in the mush- room center, according to TRFD, Dr. George Webster. Mushroom story taped. Later, a half-hour show was taped which in- cluded the film, parts of meetings and interviews. The biggest problem among mushroom growers of the world this year? Formosa, with its cheap labor and low standard of living, is trying to steal the market away. More typical farm broadcasting activity was KWKH's (Shreveport) sponsorship in January of a day- long agricultural conference, "Ark- La-Tex Hay Day" in Shreveport. Highlight of the event was the judging of more than 250 hay sam- ples. The station's farm service de- partment director, Jack Dillard, awarded prizes. In Grand Island, Neb., WOW Universities, C4As prepare youth for ag-communicator's job Long aware of the need for com- petent young people in the field of farm communications, and especial- ly in agriculture advertising, the Uni- versity of Illinois (in photo above) last fall offered a major in Agricul- tural Communications to undergrad- uates in the College of Agriculture and College of Journalism and Com- munications, Urbana, III. Students taking the major follow one of three options: 1) advertising; 2) news-editorial, and 3) radio-tv, while at the same time satisfying all the requirements for a degree in ag- riculture. This step by a highly respected in- stitution was heartening for the Chi- cago Area Agricultural Advertising Assn. which has long been con- cerned about the dearth of qualified young people interested in an ag- communications career. For years the C4As had questioned university officials, journalism pro- fessors, and students on college campuses to find out how best to in- terest young people in entering the field. Two years ago, a plan was out- lined to spell out the opportunities in agricultural communications and to give some idea of the kinds of jobs which communications provided by Don McGuiness, vice president of Aubrey, Finlay, Marley & Hodgson, Chicago advertising agency, and Dix Harper, vice president, radio-tv, AFM&H. This January, as a result, the C4As will start to send two-man teams to conduct 30-to-40-minute seminars (to fit in with classroom schedules) at the universities of Illinois, Iowa State, and Minnesota as a start, fol- lowed by Wisconsin, Missouri, Kan- sas, Purdue, and Michigan State. Cornell, Oklahoma, Ohio State, and Nebraska also may be added to the list, in addition to other "schools that have an agricultural journalism curriculum which amounts to some- thing." The seminar outline includes these points: Farming Today (facts and trends); Agricultural Communica- tions (what they involve, definition and scope, how they are used); Job Opportunities, and Basic Qualifica- tions for Employment. The C4As, presided over this year by Joe Pettit, advertising manager of International Harvester, was formed in 1957. 34 SPONSOR/26 November 1962 Radio network, agency, and client discuss seeds of campaign In Chicago at keystone farm network, presentation are (1-r): George \V. Oliver, Needham, Louis & Brorb) \.)>.: Edwin R. Pe- terson, KRS sen. v. p.; Arnold E. Johnson, NLR.B v.p.; \\'ill;irtl Johannsen, Massey-Ferguson a.e.. and John Cole. NL&B v. p. (AM & T\') , Omaha, broadcast 32 direct reports from the National and Nebraska Corn Picking Con- test last month. The radio and tv stations have been co-sponsors of the state contest for 10 years, and co-sponsors of two national con- tests (1956 and 1962). $3 million in exhibits. Twenty- five WOW staffers were on hand to assist the station's farm service di- rector, Arnold Peterson, and Frank Arney, associate farm service direc- tor. More than 51,000 people vis- ited the two-day event which dis- played equipment valued at over $3 million from 105 exhibitors. In Illinois. WREX-TV, Rock- ford, last August set up nine re- mote telecasts a day at the Winne- bago County Fair, with tv farm di- rector Gene Hines. In Philadel- phia, also in August, WCAU con- ducted a Dairy-Go-Round picnic and open house, initiated by the station's Farm Director, Hugh Fer- guson. The station's radio grounds and parking lot hosted 20,000 people (and a dozen cows) during the 6:05 a.m. to 4 p.m. promotion to increase the use of fresh milk and dairy products. In 1961, WCAU hosted an "Eggs 'Round the Clock-' promotion at which 5,000 people breakfasted free on the station's grounds. WMT farm staff grows. If it is true that the proof of culinary suc- cess is in the eating, then it must be valid that the proof ol a sta- tion's farm programing success is in expansion, such as at the WMT stations (WMT (AM & TV), Ce- dar Rapids, and K.WMT, Fort (Please turn to page 50) Radio ownership among commercial farmers last spring The percentage of farms with radios, the percentage with lout oi more radios, and th( average number ol radios per farm in the six TJ. S. regions shown above are: (1) 98.1; 51.3: 3.8— (2) 97.1: 27.9; 3.0— (3) 96.8; 86.8; 3.2— (4) 29.7: 2.9— (5) 97.2: 39.4; 3.3— (6) 97.3: 17 1: 3.8. Source: Do. me Media Report SPONSOR/26 NOVEMBER 1962 35 One of five new stations to rise, channel 6 abuilds for Providence FCC recently okayed petition to move WTEV (TV) channel 6 from Martha's Vineyard to Rhode Island. New ABC affiliate hopes to pull away 20% or more of the homes now watching Boston, plans to open with a rate card 20% under current rate How a new channel changes a market ► Record number of cities add channels at once ► New tv outlets give growing pains to market ► Ad dollars, viewing homes rise, share changes all of these growing markets. Omaha, Boston, Pittsburgh, and New Orleans are towns that have lived through the three-station growing pains but in every in- stance there is little in the way of a comparable track record that can be studied. And to complicate re- search even more, most of the top brass now in the executive chairs were not on hand when the third station entered the scene; and those that were are not talking now, at least not for attribution. Corporate amalgamation. And, for a further fillip, two (in Syra- cuse and Rochester, N.Y.) of the new stations are a corporate amal- gamation of as many as 10 differ- In the 15 years that television has been in existence, a number of markets have moved from one- to two-station towns and a few have progressed from two- to three- transmitter territories. But never before in the hectic history of the video tube have so many markets advanced to three-station status at the same time. Actually four cities, Syracuse, Rochester, N.Y., Grand Rapids, Mich., and Charleston, S.C., all added a station within 60 days of each other; and a fifth market, Providence, R.I., will be a three- station town by the first of the year. What no one really knows is just what might happen in any or ent units that were fighting each other for the allocation. To get the channel in action before some other community put in a bid for it, these groups, with FCC approv- al, united to get on the air while the Commission continued ex- amining their applications. Even- tually one of the applicants in each town will be awarded the channel. What some sideliners cannot for- get— and what they wonder about — is what happened in radio when similar shotgun marriages were ap- plied. In one famous wedding by edict, now no longer in operation, the four owners spent most of their time sniping at the general man- ager— each hoping to replace him with 'his own' man — and making individual deals for favorite ad- vertisers. Presumably this will not happen in video because the stakes are much stiffer and a successful operation can pay off like a slot machine. 36 SPONSOR/26 November 1962 \ A few things are known about what happens when a market goes from two to three stations: • More advertising dollars flood into the market. • Homes viewing television in- crease, some say slightly, others say as much as 10-15%. • The share of audience is spread over three stations so that the two older stations have less. • Beware the market if the new station starts out by cutting pre- vailing rates and offering package deals. Cutting rates. In one midwestern market a veteran station exec said, "It's been five years since we had to cut our rates to compete with the new station and we still haven't been able to get them back to where they should be and would have been if that new outfit hadn't been so hungry. We're three years behind other similar markets when it comes to a rate hike." The same sales executive also noted, "But these days with ABC program strength matching NBC and CBS, the need for cutting rates is not so great. When the new station came to this market the flexible rate card took the place of ratings." Each of the new stations is counting on a strong promotion, publicity, and advertising cam- paign to deliver an audience and revenue. And some of the new outlets have rosy ratings to show. But Boston, where WHDH be- came the third video outlet just five years ago, has a past perform- ance chart that says: 1) Despite all the fanfare, fuss, and fury the new station will not capture audi- ence immediately. 2) The climb will be gradual, not sudden; steady, not spectacidar. 3) The toughest nut to crack will be the local news slots of the other sta- tions. Here is the ARB chart for Bos- ton in sign-on to sign-off shares for the three stations starting with November 1957, when WHDH opened with an ABC affiliation. Note that WHDH switched to CBS TV in January 1961. WHDH- Stn. A Stn. B TV 11/57 46.8 48.4 12/57 41.8 42.5 15.6 12/58 37.7 36.0 25.0 12/59 S6.5 32.5 31.0 12/60 32.6 32.4 31.5 12/61 35.0 29.0 33.0 9/62 37.0 24.0 36.0 New assets. Today's third sta- tions have available to them some assets that were not around five years ago; conceivably this could make a difference. These plusses include: olf-network programing with more listener appeal than the syndicated shows of yore and con- siderably more flexibility when it comes to programing against the existing stations; a live Steve Allen show to slot against late movies and NBC's Tonight; and some "fatcat" program slots on existing stations that never had competi- tion and could fold under pressure. How it all works out only the next series of surveys will show. Meantime, the race foi revenue and ratings is on and these are some of the intangibles being weighed by the handicappers do- ing the buying, selling and the sweating. Timekuyers. More adjacencies could make it easier to get better spots and perhaps establish some new franchises if the new station holds audience in its local program time. More rate cooperation will come from the existing stations especially if the new outlet starts offering package deals. More hard selling will come from the reps of availabilities in program slots built around shows that were good rat- ing producers on the network, and might produce as well in this mar- ket. The Ben Casey and Dr. Kildare sock-type shows will deliver ratings as they do everywhere, but the get TtfAKaFDEKoPHiirSM ON CHANNEL This tongue-twister is Greek for "the love of number 13" WZZM (TV) Grand Rapids, smothered the market with the word "triakaidc- kophilism," and then programed the ARC affiliate to make the slogan come true * ft vl h kT Jr flfln - Charleston viewers were told they could "C More on IV" WCIV(TV), Charleston, staged shrewd play on call letters for promotion. NBC outlet also promoted color, gimmick of third stations to compete with oldtimers SPONSOR/26 November 1962 37 lesser shows, those no longer on network, those that wowed viewers in 1958, will they hit as hard and score as well in 1962? The buyer that guesses right— and here the computer can be of no help — is a hero. Media researchers. A reshuffle of estimated coverage impact by fringe stations. Until ratings and reception shake down, it means they are guessing in replying to queries from marketing men. They wonder about the impact of com- peting programs, about local pro- gram tricks and twists, and what these can be doing to suddenly available spots. They know the new stations will get a certain amount of curiosity tune-in and hold an unknown por- tion of this tune-in if the new sta- tion programing and signal is as good as that of the older stations. So, as one adept agency researcher put it, "We sit and wait to see what happens." The reps. During the first flush of success, of the excitement of the opening, things are great and the sell is easy. Then the gloss and glitter wear off and they're again breaking their backs with a hard competitive sell. One of the pro's among these pitchmen explained it thusly, "For the first two weeks everyone throws some money into the market; everyone helps to get the new station rolling. Then, just when everything looks like your new station is an automatic buy, suddenly the honeymoon is over. Then everyone starts worrying what the first ARB will show and we're back selling the future rat- ing potential of the new station vs. the proven rating deliverability of the old station." The network feeding the affili- ate is always happy to get that third station, especially when it hasn't had a primary signal in the market. It means full exposure of the network programs, more equi- table competitive saturation (Casey is great in 110 markets but Kildare is better in 150 markets) , and more network revenue as advertisers add the new market to their station list. The other network is happy as hell to get that other network's programs off its affiliate! The other stations in the mar- ket get all fired up and have to re- member how to get out and hustle for local listeners, regional reve- nue, and national spot dollars. And to stay alive they remember Network stars arrive in Syracuse opening night Carol Shell, merchandising dir., WNYS (TV), greets ABC TV stars Bob Conrad and Troy Donahue for opening ceremonies. On hand to help are Charles Kinney, PGW tv v.p. (far r) and W. Donald Roberts, PGW Chicago tv sales manager how it was and start doing it. The market itself is harvest time for all other media as the new sta* tion buys time on radio, space in print and on outdoor boards, buses, taxicabs, and anything else available. More national advertis- ing dollars pour into the market. Competition gets keener, selling gets sharper, and viewing goes up as programs the audience has heard about appear on the new channel. Viewers are happier, too, as the truly jumbo shows on each network fall into their own slot on each of the three stations instead of two giants being in conflict as sometimes happens when two net- works are trying to clear time on one station. Time salesmen in the market. Suddenly everyone is an engineer talking about signal overlap, co- channel interference, low-band vs. high-band quality, and short stick vs. high stick signal strength, as salesmen look for arguments to downgrade the newcomer and vice versa. For the first time since ra- dio's directional antenna rig per- mitted local low-watt outlets to use clear channel wave lengths, engi- neering factors have become an is- sue in selling tv time. Programing. Suddenly the prem- ium is on sharp thinking, shrewd reasoning, innovation-inclined pro- gram people to devise the touches that may swing viewers to the new channel. And color programing, even down to special I.D.s with musical jingles to boot, gets the go-ahead because it gives the new station an exclusive edge to bally- hoo and promote. Thus WNYS (TV), the new channel 9 in Syracuse, promoted itself as the "Colorful Channel 9" along the entire media route. And programing capitalized on local working habits to make a quick score with listeners. Building an audience. Presuma- bly the other stations didn't worry about the fact that factories in the Syracuse market have a 4 p.m. quit- ting time, that these workers are home and beginning to hit the sup- per table by 5 p.m.; and ready for an evening of television by 6:00 or (Please turn to page 54) SPONSOR/26 November 1962 J Sponsor identification with the community problems Record sale of public affairs programing was made by WCBS-TV, N.Y., with package to Chock Full O'Nuts. L to r: Sam Ostrov, pres., Chock Full O'Nuts; Norm Walt, Jr., v.p. and gen. mgr., WCBS-TV, and Jack Rosenthal, pres., Peerless Adv. Pubservice tv packages click locally Trend is toward multiple schedule buying Tv stations busy selling such program plans Favorable public image for advertisers Indubitably, the tv station trend is toward selling multiple sched- ules of public affairs programing in package deals. And with an alert eye to beefing up their images and sales, there is mounting evidence that advertisers are lending a ready ear to such long-term arrangements. Advertisers, national, regional and local, are indeed bounding into what might well be described as "consistent community-level com- munications" via the 21-inch screen with the use of quality public af- fairs programs. Notable examples of this can be seen in the recent jumbo-sized pur- chases made by advertisers on indi- vidual network o&o stations. Among the first of these deals was the record sale of a package of 52 weeks of public affairs activity on WCBS- TV, New York, to Chock Full O' Nuts, which sells coffee, doughnuts and light restaurant meals in the New York metropolitan area. West Coast purchase. Similarly, the sale of the heroic-sized local public affairs schedule on K.NXT, CBS-owned tv outlet in Los An- geles, to regular Maxwell House coffee. In the case of the coffee account, the sale was mule via Ogilvy, Benson & Mather, with Ray L. Beindorf, general sales manager ol K.NXT, playing a dominant role in shaping the deal. In the matter ol Chock Full O' Nuts, Peerless Ad- vertising, Inc., represented the cli- ent, and Norman E. Walt, [r., \ice president and general manager of WCBS-TV. played a significant role in the negotiations. Nor lias WNBC-TV, the flagship station of NBC, been idle in devel- oping what appears to be one ol the most attractive opportunities for a group of sponsors to partici- pate in a public affairs programing project. Peter M. Alle. station man- ager for the New York video outlet of NBC, last week alerted top-rung advertisers and their advertising agencies to a subscriber plan en- titled "Pathways," which permits SPONSOR/26 November 1962 39 Packaging interrelated programing over 52 weeks Chock Full O'Nuts Corp. bought public service shows over WCBS-TV, N. Y., in- cluding Eve on N. Y. (above). Scene from program dealing with unwed mother Offers a cooperative plan Peter Affe, WNBC-TV, N. Y., stn. mgr., has plan for selling five shows 10 companies to participate in a 52-week sponsorship of five estab- lished public affairs programs each week. The programs add up to three hours and 15 minutes of live informational shows. Institutional plugs. Affe ex- plained that each of the companies would be visually identified at the beginning and end of each show. A "Pathways Rotation Plan" will permit for two 60-second institu- tional plugs in each of the five shows — one at the start, one at the finish. "In a period of 10 weeks, each subscriber's message will have appeared in both the open and close of each of the five programs," Affe said. The cost for a single company participation in this proj- ect would come to $25,000 per year. The five programs are Dorothy Gordon's Youth Forum, Direct Line, Open Mind, Dialogue, and Recital Hall. Jay J. Heitin, national sales man- ager for WNBC-TV, said the plan was being sold via special mailings both to clients and their agencies. At the client level, the offer was ex- tended to chairmen of boards, presi- dents, and the vice presidents who look after advertising. At agencies, the deal was being proferred to vice presidents in charge of radio and tv, client account execs, and media directors. For national advertisers with lo- calized problems, this was described as an ideal setup, according to Affe. He pointed out that a motor car maker, for example, might have an excellent national reputation but his standing in certain areas might be poor. Still other companies could improve relations "with the public, local governmental agen- cies, schools and other local institu- tions— to be 'good neighbors' in the communities where they do most of their business or have major plant facilities." Starts in 1963. "This is a mar- riage of quality programs with quality advertisers," Affe told spon- sor. "That's what we hope to achieve in 'Pathways.' ' Affe said that "Pathways" should be rolling strongly by the first of the new year. He was aiming to fit in the project with advertiser fiscal budgets for the beginning of 1963. Affe also in- dicated that all commercials would be institutional in nature and de- signed to reflect a favorable public image on the advertiser. In other words, no hard sell copy would be permitted, he added. Favorable impressions. For all concerned, the sale of public serv- ice programs has been paying off in good will. To date, the majority of companies sponsoring local docu- mentary schedules and allied fea- tures appear to be pleased with the results. Obviously, in terms of good will, the results have been, in many instances, nothing short of sensational. On a national network level, this has been amply illus- trated time and again by the public service program buys of DuPont, Ford, Bell Be Howell, Corning Glass, Gulf, Purex, Westinghouse, Hall- mark, Prudential, to name only a few. And it is proving equally true on the local level. When the client decided to go local on KNXT, a spokesman for Ogilvy, Benson & Mather explained the buy as fol- lows: "The KNXT buy introduces a concept in sponsorship by regular Maxwell House coffee to gain local identification with programs that make a significant contribution to community life." The KNXT buy includes full sponsorship of two choice-time hour-long documenta- ries, the monthly KNXT Reports and alternate weeks of Viewpoint and Los Angeles Reports, two half- hour public affairs series. The cof- fee sponsor also bought spot an- nouncements on the weekday early morning Odyssey classroom pro- gram. Also, along the same lines, First Federal Savings and Loan Associa- tion of Chicago, via Ladd, Wells and Southward, Inc., purchased a flock of public service features on WBBM-TV, Chicago, another CBS- owned tv outlet. Still another spon- sor for public service programs on WBBM-TV was Illinois Bell Tele- phone Co., via N. W. Ayer 8c Son, Inc. Great media buy. Commenting on the sale of the multiple public (Please turn to poge 57) 40 SPONSOR/26 November 1962 Department store takes tv for image ► Washington's Woodward & Lothrop a tv fan ► Image fashioned by choice of items for spots ► Color tv best showcase for quality merchandise ^linage,'' the much-bantered ^ word of the advertising in- dustry, gets grandstand play when it comes to department store ad- vertising. With similar lines, items, and sometimes even prices, more and more department store moguls are finding image the best com- modity to push, and many are learning that local television is a good medium to push it. Woodward &: Lothrop in Wash ington, I). C, an $80 million a year organization, with six sub- urban units and foundations start- ed on two more, is one of many stores that knows polishing the store image on tv pays. "Woodies" tested the idea of color tv four years ago, used live demonstra- tions to advertise one product rep- resentative of the store's quality lines. The test was positive and the store has continued strong tv advertising ever since that time. Although tv expenditures are now relatively low compared with newspaper spending, the store thinks color tv particularly effec- tive for presenting merchandise in the most appealing manner. The formula "faith equals budget" al- location applies here: expenditures in the medium have picked up 30% over 1961 and are expected to con- tinue rising. Right now tv shares the larger part of a $250,000 ra- dio/tv budget. "Television has proved itself the fastest growing medium and is ca- pable of bringing the same success to local advertisers that it has to national advertisers — it certainly Carefully selected items on tv help create the right image Fashion shows on WTOP-TV, Washington play a large part in establishing the medium-to-high Fashion image for Woodward & Lothrop. Two fashion shows a year, in fall and summer, are given, with no tv dept. store competition SPONSOR/26 November 1962 41 has for us," says a store spokesman. Fashion shows. The store im- age of medium-to-high class mer- chandise is perhaps best showcased on the half-hour spring and fall fashion shows, sponsored complete- ly by Woodward & Lothrop. No other department store in the area has a fashion show — in fact, no other store uses tv in any great amount — giving Woodies a "fash- ion image" jump on its competi- tors. Dining the past 17 months three fashion shows have been broadcast on WTOP-TV and WTTG-TV, Washington. These shows usually cost about $4,000 each and are broadcast during prime time following mass audi- ence shows with female appeal. The most recent show, in Septem- ber, was adjacent to the Ed Sulli- van Show. Since the store first used tv it lias been sponsoring a half-hour Sun- day afternoon local program, The 25th Hour, on WTOP-TV. In keeping with Woodies' image- building policies, the program demonstrates the leisure time ac- tivities of people in the nation's capital, and has included appear- ances of groups from all the per- forming arts, as well as visits to art galleries. The International Fair held every year during November brings in foreign items which add color and prestige to the tv cam- paign. Image every day. Woodward & Lothrop has found that an effec- tive image presentation must be a continuous one, with a combina- tion of programs and announce- ments 52 weeks a year. The largest tv spend goes into 20-second color spots 24 times a week with additional 10-second spots, all on WRC-TV, Washing- ton. The one-station spot campaign has changed little since the first year in 1957. At that time 16 live announcements were broadcast, combining 20-second spots with minutes. The 1962 fall season be- gan with 19 20-second and seven I.D.s, increasing the budget about 20%. Through the years the depart- ment store has secured its pre- Kids associate store toys with show they enjoy Woodward & Lothrop is a steady toy advertiser on WTTG-TV's Romper Room. Miss Connie, mistress of ceremonies, attracts many children to the W&L stores ferred spot times and placements, holding on to them without change. Thirteen of the 20-second announcements are broadcast after 6:30 p.m. The remaining six spots are slated two at 8:30 a.m. on the Today show, three during the af- ternoon in "women's" time peri- ods, and one in late Sunday after- noon "family" time. Additional I.D.s are purchased for special store events, and two-minute an- nouncements for special times. For kids only. Although the word "image" has little meaning for the younger set, Woodies be- lieves children are nevertheless at- tracted to advertising on shows they enjoy most. At least one spot a clay advertising children's toys is placed on WTTG-TV's Romper Room all year-round, representing $13,000 of the ad budget. The program idea is syndicated and produced live in numerous markets. The name, theme, set, and script are similar in each city, but the child participants and the mistress of ceremonies are from the Washington, D. C, area. Depart- ment store executives feel the pro- gram is one of high quality which parents would want their children to watch. Besides entertaining, the program is also designed to teach. Miss Connie, mistress on WTTG- TV's Romper Room, attracts large numbers of junior viewers to vari- ous stores whenever she puts in an announced appearance. Image through items. Usually three items are selected to be ad- vertised each week. These items are picked carefully to represent the character of the store, and, they must be items appropriate for merchandising. Usually the arti- cles are chosen from: 1) men's wear, 2) women's fashions, and 3) alternating home furnishings, ap- pliances, and children's clothes. The copy for the items is soft sell. Fashion models appear on the scene and describe their apparel. The importance of establishing an effective image through items was pointed up strongly in a 1959 Television Bureau of Advertising study of four department stores (The Dayton Store, Allied Stores, (Please turn to page 58) 42 SPONSOR/26 November 1962 IIIUIIIllllllIlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllLi. :iiiillllllll!!lllllll!!llllll!!l!lll!!l!ll!l!ll!!lll!llll!llll!ll!l!!lllllllllllll!l!llllllllllll!!llll^ PRIME EVENING VIEWING HAS DECLINED HOMES USING TELEVISION 730-llPM SUM-SAT. MAY- APRIL '58 '59 '60 '61 Q/oTV 584 57.6 56.2 55.3 TJOO 22,951 24.480 24,728 '62 549 24.996 25.748 NOME ESTIMATES AS OF JANUARY EACU YEAR Nielsen details tv viewing trends L_ Reports on the "State of the Medium" Daytime usage up, nighttime lower Viewing of entertainment specials down Feature films big in metro areas T! he Television Audience, 1962" published In A. C. Nielsen Co. is a fact-filled 175-page report on the "State of the Tv Medium" Retailing trends in audiences, view- ing, seasonal patterns, programing, and such special interest subjects as tv strategies of competing brands. and spot dollai distribution. The full report is confidential (available only to Nielsen complete service subscribers) bul the re- SPONSOR/26 November 1962 search firm has released to sponsor a number of meaty charts and sta- tistics which deserve wide industry stud) . (lei tain to receive major atten- tion are the Nielsen findings on the state of evening tv viewing where the trend is slightly down. ()nl\ a rise in da\ time \ iewing allows o\ ei all t\ usage to remain at substan- tially the same level (5 hours. 6 minutes average per home per da\ | as it has been the past three years. Night tv patterns. Nielsen homes using" figures for prime evening hours (7:30-11 p.m.) show- a slow bul steady fall-oil over a five yeai period. In 1958 T>8.4% of tv homes watched during prime evening time. In 1959 57.6%, in I960 56.2%, in 1961 55.3%, in 1962 54.9%. Only the fact thai the total num- ber ol U.S. tv homes has risen in this period makes it possible to claim that "more people are watch- ing prime evening t\ than ever be- fore." By contrast, however, Nielsen shows a gain for daytime viewing (from 1 In. 21 min. in 1959 to 1 hi. 29 min. in 1962, per averag* home per day) . 13 Jllllllll!!!lllll!llll!!!lll!l!ll!ll!!ll!III!!!!!l!!!lllllll!lllllllllll!!!!!lllll!l!ll!!!li EVENING PROGRAMS ARE BEING SOLD IN SMALLER PIECES Sponsorship patterns: MON-SUN* 7-IIPM 'JANUARY EACH YEAR 1958 1959 I960 1961 1962 72 72'/2 73 # OF WEEKLY HOURS 66 PARTICIPATING ALTERNATE- SPONSORSHIP SINGLE SPONSORSHIP ® • © © ^illlilllllllllllllllillllllllilllllllllillllllllillll'llill I Ili;illlll!llllllllllll!l!l!!!llllllll!i!l!lllllllllli:illlllii!llli!!ll!l!lllllll!!llllilllllllllll^ In this connection, the real gain has come in the afternoon (2-5 p.m.) period. While morning set- use has remained stable, afternoon viewing is up from 20.3% of homes in 1959 to 22.2% in 1962. Fringe time viewing. Early eve- ning (5-7 p.m.) viewing has re- mained relatively stable in the past few years: 36.7% of homes in 1959, compared to 36.4% in 1962. Late evening viewing has also maintained a steady rate — 21.6% of homes in 1959, 22.1% in 1962. It is therefore the slight drop-off in prime evening which will cause a certain amount of thoughtful con- cern among tv operators, especially since advertisers and agencies at re- cent ANA and 4A meetings have eillllllllllJIIII!llll!lllllllllllll!lilllllllllllllll!E FEATURE FILMS HOME CHARACTERISTICS by COUNTY SIZE MAY-JUNE 1962 Saturday night hollywooo sAwfage evening at the movies special program A B C D ABCD ABCD 22.8 AVERAGE AUDIENCE % 17.5 TOTAL U.S. STATION LINEUP 15.9 14,3 14,2 149 134 12.7 13.6 16.2 13.813.7 165 iamilllllllllllllllllllll!lllll!llllllllll!ll!i!lll been protesting against "increase in rates without comparable in- creases in audiences." Seasonal viewing. A number of charts in the Nielsen "State of the Medium" report are devoted to portraying seasonal viewing pat- terns. Among the highlights are these facts: The summer drop in tv viewing continues as a major phenomenon, and the greatest differences be- tween winter viewing and summer viewing are in the late afternoon and early evening hours. In morn- ing hours homes using tv drop only 10-17% in summer. From noon to 5 p.m. the decline is 19-22%. But for the hours 5-6 p.m., 6-7 p.m. and 8-9 p.m. the dropoffs are respective- ly 32%, 33% and 30%. Both winter and summer, women account for more than 40% of all tv viewing. Children and teenagers do slightly more summer viewing than winter, and men viewers drop off in July-August. Among daytime programs, after- noon ratings tend to have more of a seasonal decline than do those for morning shows. The effect of this is that afternoon programs de- liver larger audiences than do- morning shows in winter, slightly smaller audiences in summer. Sponsorship patterns. The Niel- sen report details interesting changes in the patterns of network tv sponsorships both daytime and evening. In 1958 only 8 of 66 evening hours on the networks were given over to participating shows. By 1962 this ratio had swelled to 42 participating hours out of a 73 totaL Similarly, single sponsorships have declined sharply. They ac- counted for 30 hours in 1958, only 10 in 1962. Alternating sponsor- ships have also declined in number. An almost equally dramatic shift has taken place in daytime. Of 350 network y4 hours per week avail- able in 1959, only 80 were given over to participations, the balance to single sponsorships. By 1962, however, 145 of the net- works' 365 14 hours had taken the participating route. Program mortality. Nielsen pre- sents charts on the proportion of 44 SPONSOR/26 November 1962 new programs on the '62-'63 net- work schedules which dramatize the high mortality rates. Only 57 of the 100 network shows on the air last [all are re- scheduled this season, and of the new shows introduced lor the '(il season, 23 have been dropped. Feature film audiences. Both tv and advertising executives will be deeply interested in the section of the Nielsen study dealing with net- work feature films. Saturday Night at tlic Movies usually attracted better than aver- age audiences but showed wide Sanations in audience shares from week to week, ranging from 23% to 39%. Performance apparently was based on the appeal of a par- ticular movie. Hollywood Special, also above average, showed a variation in share of audience from 23-36%. Both the NBC TV and the ABC TV entries displayed some other unusual audience characteristics. They were strongest in heavily populated metropolitan counties, in the northeast, east-central, and Pacific Coast territories, and ap- pealed to young and middle-age groups in middle and upper in- come homes. Entertainment specials. Another category of programing which re- ceived special attention in the Niel- sen report is entertainment specials. This type of program has de- clined sharply from its peak in 1960 when 1 16 network hours were devoted to drama and variety spe- cials. By contrast, only 48 hours were scheduled in 1962, with the steepest drop in the dramatic clas- sification (from 60.5 hours in 1960 to 17.5 hours in 1962). Ratings for dramatic specials have also been declining and aver- age performance of this type of show has been below that of aver- ige evening programing through- )ut the year. Variety specials, in contrast, have consistently seen bet- ter than average ratings. Nielsen reports, "On the average, entertainment specials do not per- form as well as the programs they pre-empt. In 29 out of 47 cases in the past season, the special did not do as well as the regularly sched- ''N|||illl!lllllllllillll!llll!lll!llllllll!lillllllll]li:;ill Programming: HOURS DEVOTED TO ENTERTAINMENT SPECIALS OCT-APRIL 1959 I960 116.0 1961 1962 DRAMA VARIETY 72.5 31.5 m 60.5 m ^55.K 59.0 27,0 m, 32.0 48.0 17.5 E:30.5; VARIETY -INCLUDES COMEDY, MUSICAL COMEDY, COMEDY VARIEIY, VUSICAL VARIETY AND GENERAL VARIETY DRAMA - ALL TYPES OF SERIOUS DRAMA uled program it replaced. Public service programing. In the section of its report dealing with public service, Nielsen notes that there has been a 60% increase in the number of hours devoted to public service since 1959, but that much of the new programing is not sponsored (only 55% of the cur- rent 83 hours of this programing is advertiser-paid-for) . Average audiences for public service shows, says Nielsen, have re- mained fairly constant (approxi- mately 10% of homes) but in four years approximately -100,000 new homes have been added to the audi- ence. This fact, plus the increase in hours programed, has doubled the home telecasts viewed. ^ ;'1!ii:iiiiiiiiiiiiiiiiiiii!iiii]ii]iiiiiiiiiiiiiiiim PUBLIC SERVICE PROGRAMMING HAS INCREASED OCTOBER -JANUARY I959 I960 I96I I962 I5I I52 # OF HOURS 94 SUSTAINING I09 SPONSORED 50 59 84 69 # OF PROGRAMS 30 28 5P0NS0R/26 November 1962 15 Every once in a while, some physical fitness expert comes up with a report on America's breakfast habits and warns us that if we don't all stop flying through the morning meal, we're eventually going to be too weak to eat the evening one. Now I have a sneaking suspi- cion that New Englanders, by and large, are pretty good breakfast eaters. I'm a juice, bacon and egg, toast and coffee man myself, and I understand there are still lots of New Eng- landers who start the day with corned beef hash or pork chops or some other substantial meat dish in addition to the more uni- versal breakfast foods, and some who still finish the meal with a whopping piece of pie. One New England breakfast habit I really do know about though is the New Englander's habit of tuning in WEZE first thing. You see, between 6 and 9 a.m., we play only the livelier selections from our Wonderful World of Music, and we inter- sperse them with complete NBC news broadcasts, local news bulletins, traffic information, and weather reports. This, ap- parently, is just what New Eng- land wants to get it off to a good start in the morning. May- be that's why we have more local advertisers than any other station — people who really know the New England market, know which station that market tunes in to. Our programs go so well with hearty appetites — buying ones as well as break- fast ones, that is. Sincerely, Arthur E. Haley General Manager Other Air Trails stations are: WIZE WKLO Springfield Louisville WCOL WING Columbus Dayton WRIT Milwaukee TIMEBUYER'S AADtlFD t#UIiNELIf Media people: what they are doing and saying Timebuying defectors don't always find themselves in rep-land after hurdling themselves out of the buying side of the business. Sometimes they land in the world of public relations. A case in point: Diana Wallach, former media director for Braco Associates and, earlier, time- buyer at Kenneth Racier, both New York, joined The Softness Group as administrative assistant last week. Long-time adman Bill Dekker is the new media director (and v.p.) at Fletcher Richards, Calkins & Holden (New York), replacing John Ennis. Bill, who spent 18 years of his savvy ad career with McCann- Erickson (New York), first as director of broadcast media, and later as media director and a v.p., goes to FRC&H after a year at Lambert 8c Feasley. 1 • f l| ^ ' fl m 1 -. B Hf^F^fl -^fl r * Jr4| KERN ° BAKERSHEID SPONSOR 26 NOVEMBER 1962 51 We are very promotion minded. Our industry has a splendid rec- ord of teamwork cooperation of all the segments which make up the Life Line from farm-to-table. Our manufacturers enjoy a fine rela- tionship with each other, and we work in fine harmony with the six national distributor associations and their members. This fine team- work cooperation has contributed greatly to improving the facilities of distributing our products to the American people. Today's success of a company's business carries no survival guaran- tee for tomorrow. Many products which were considered old stand- bys yesterday have been replaced with improved models or with dif- ferent products serving the pur- poses more efficiently and econom- ically. Examples: cake mixes have reduced the needs for baking pow- ders and other ingredients. Deter- gents have taken the place of soap in many instances. Instant and frozen products have become regu- lar household items. Any concern that does not invest heavily in re- search, in advertising, in new and improved products will find it in- creasingly difficult to keep pace with progress. For this audience, it is not nec- essary to comment upon the rising cost of advertising, whether it is per page or per broadcast. You know the story, and GMA mem- bers know it. Our manufacturers are great users of advertising. Na- turally, they are concerned about the rising costs, not only covering advertising, but all costs. While costs are increasing, competition is growing constantly more severe, and the rate of profit per dollar sales is heavily squeezed. What I want to say is that manufacturers must constantly realize a greater sales return from their advertising dollar. How can we bring this about? Bread and butter proposal. Last year we met with 16 top manage- ment people of national magazines. We wanted to discuss with them the facts of life covering advertiser- media relationships. We pointed out that many years ago the adver- tising department of the manufac- turer and the sales department op- erated independantly of each other, even though both had the same purpose, namely, to increase sales. Management did something about it. Now they are coordinating the work of both departments, and they key into the director of mar- keting. Both departments supple- ment each other. Taking a page out of that book of experience, we suggested to the publishers that the day was here when their editorial department and business depart- ment might better understand their interdependency relationships as they contribute to the operating results of their company; and as their operations may affect the ad- Now you can get the most-used, most inform- ative weekly magazine of broadcast ad- vertising at a special AWRT subscription rate of only $5-almost 40 per cent less than the usual price! You get 52 weekly issues of news and features which help you do your job bet- ter . . . plus all the SPONSOR special editions. Write to AWRT Subscription Manager, SPONSOR, 555 Fifth Ave- nue, New York 17, N.Y. For less than 10 cents an issue you can be the best informed gal in your company! vertiser . . . their bread and butter. While emphasizing that we would fight to the hilt to preserve their freedom to publish material of their own choice, at the same time, we invited their considera- tion of publishing some favorable articles about the food industry in- stead of only singling out isolated cases of criticism. Certainly there are many fine things to say about this industry of interest to their readers: and as the readers turn the pages and come across an interest- ing article, they will react more favorably to the advertisement, and be more inclined to purchase the product. We can point with pride to some of the things which have happened since our visit. Look magazine ran an article ex- plaining the cost-of-living index published monthly by the govern- ment. Reader's Digest, an article on "Why Our Food Is a Bargain." American Weekly, an article on "Are Food Prices Too High?" This Week magazine, "The Greatest Food Show on Earth." Saturday Evening Post, an article exposing the food faddists. Good Housekeeping magazine, on labeling. Ladies Home Journal, a series of articles on food. Life magazine, several institu- tional ads, and is devoting its total November 23 "Thanksgiving" is- sue to food. We could mention many other consumer and business magazines that carry frequent favorable arti- cles about this industry, like Fam- ily Circle, Woman's Day, Food Field Reporter, and so on. These articles will surely help create a better understanding of this industry and a favorable pub- lic attitude toward it. Where is tv? I wish that I could say similar nice things about the relationship of our advertisers with tv. Even though the networks re- ceive about 65% of their advertis- ing revenue from GMA members, there is lots to be desired as it ap- plies to our relationship with their top management. We are not aware of any great amount of co- operation which television has ex- tended to us in passing along in- teresting, favorable information to 52 SPONSOR/26 November 1962 the public . . . information such ;is appeared in the magazine articles. The newspapers throughout the United States publish a great deal of information relating to food prices, food supplies, nutrition, and so on. I have before me an article ap- pearing in the Hammond (Louisi- ana) Sun with box car headlines: "How About a Great Rig Hand for Our Food Enterprises?" We have stacks of such clippings from hundreds of newspapers. In con- trast with these favorable items, we have seen some tv newscasts where they seemingly took great delight in bellowing out stories that were critical of this industry. Professional consumer agitators may make news, but shouldn't someone as responsible for forming public opinion as is tv want to report the whole story? We are not aware of any attempts by television stations to verify the accuracy of such state- ments, or to obtain the other side of the story. The "press" com- municates with us freely when statements of doubtful accuracy are received. Another comment: When our government's monthly cost-of-living index shows an increase, newcasts make a big deal out of it, even though the increase as it applies to food might be 1/10 of 1%— the equivalent of about 3 cents a week added to the cost of the familv grocerv bill. Usually such increases applv to seasonal items which are certainly not a necessity for the consumer when she can select from 8.000 other items. Think it over. There is plenty of interesting material available about this industry for radio/tv use, and broadcasting such information should create a better public atti- tude, the advertising would be more effective, and the advertiser would get more for his advertising dollar. It is something to think over. We just finished our 54th annual meeting — a five-day meeting, in- cluding five luncheons and three dinners. It began with the GMA Food Forum on Friday. We had our regular meeting on Monday, Tuesday and Wednesday; and on Thursday an all day meeting de- voted to "General Merchandise." We dedicated our meeting to the consumer — our boss. Our theme: The Food Industry Salutes The Consumer. We considered it appropriate to present a public story about this industry's accomplishments so that people will have a better under standing of what we do and how they benefit: and therefore thev will not be as easily misled by the mis-information fed them by the propagandists. Media was well represented. Par- ticipating in the program we had six people from the national mag- azines, two from the daily press, and two women from radio, and, of course, our Thursday luncheon speaker was your own Pete Cash. The need of expanding our com- munications was stressed through- out. We all recognize that we are moving into an area when we must do a much better job of communi- cating with the American people, with our employees, with govern- ment— with everybody. Doing a good production and dis- tribution job, and supplying great varieties of tasty, nutritious foods at reasonable prices seemingly is no longer enough. This may appear strange but it is none the less so. Why is it necessary to move com- munications up to the top for pri- ority attention? Because in this country we have people who make a living out of fault finding and harassing industry. And our fine communication facilities and free speech make it possible for them to get their story told. Deplorable tactics. At last year's hearings conducted by Senator Hart's committee on packaging, labeling, etc., the professionals had a field day. Using clever phrases and isolated cases as examples, thev charged this industry with offering deceptive packages, slack filled packages, mis-labeling, insufficient labeling, and misleading promo- tions. In our industry we have some 300,000 retailers, some 20,000 manufacturers who produce the 8,000 items available in supermar- kets, and a total business volume of about S80 billion. In any in- dustry as large as this one and so involved, it is normal that some things will go wrong. By clever wording they used isolated cases as examples of wrongdoing and smudged the entire food industry. 1963 edition off the press! SPONSOR'S 5-CITY TV RADIO DIRECTORY . . just about every 'phone number you need In these five big cities is in SPONSOR'S 5-CITY TV/RADIO DIRECTORY. Networks, groups, reps, agencies, advertisers. Film, tape, music and news services. Research and promo- tion. Trade associations (and even trade publications). All in the convenient pocket-size, for only $.50 per copy; 10 copies, $.35 each; 50 copies, $.25 each. SPONSOR 555 Fifth Avenue, N. Y. 17 SPONSOR/26 November 1962 53 Even though we deplore some of their tactics, the professional voices of the consumer serve a useful pur- pose. By pointing out any short- comings, they alert management to re-examine its own operations and make whatever corrections are in- dicated. So, while we welcome con- structive criticism, at the same time, we must be sufficiently capable to gel our story across to t lie Ameri- can people to retain their confi- dence in us so that they will con- tinue buying our advertised prod- ucts. Pull not push, f want to come back to the theme of your meeting and to your statement that today it is /;;/// that determines sales rather than push. As stated earlier, we fully agree with that. Our manu- facturers and distributors are con- vinced of this and, therefore back up their conviction by investing more and more advertising dollars every year. Spending the advertising dollar has become a science. In selecting where to spend his dollar, the ad- vertiser must assure himself of get- TheCMlMARK OF QUALITY RADIO IN CENTRAL MT 71 NEW YORK mSSm ft Top personalities, top programming, top facilities and top manage- ment combine to insure adver- tisers a really effective selling job in WSYR's 18-county service area. WSYR's big margin of superiority is confirmed by all recognized market coverage studies. Represented Nationally by THE HENRY I. CHRISTAL CO.. INC. New York • Boston • Chicago Detroit • San Francisco ting the best sales results. He will place increased dependence on spe- cific information as to the net ef- fectiveness of media as opposed to information now available on gross exposure of readers, viewers, or lis- teners. So, it makes good sense that the advertiser and media cooperate to the fullest in working for the greatest sales results. I close my remarks with a very pertinent question: What can you do additionally that will influence your advertiser to spend more of his advertising dollars with you? ^ NEW TV CHANNEL {Continued from page 38) 6:30. Here is what opposite pro- graming, what starting rather than ending the local news slot with weather, what stripping an off-net- work show, delivered in terms of building an audience for the net- work schedule that starts at 7:30 p.m. A special ARB overnight co- incidental study showed the fol- lowing for the 5-5:30 slot: Station A with cartoons had a rating of 7: Station B with Seahunt, 7: WNYS with Superman, 11. From 5:30-6 this was the line- up: Station A, Popeye, 12; Station B, M Squad, 6; WNYS, Amos & Andy, 10. For the 6-6:15 slot this was the score: Station A, The Rocky Show, 8; Station B, cartoons, 11; WNYS, weather, news, sports, 9. During the 6:30-7:30 hour be- fore networking began, during which time the two older stations were showing what the surveys re- port as "various," WNYS was screening Adventures in Paradise across the board. Here are the ratings: Station A, 8; Station B, 7; WNYS, 11. Promotion pays. Obviously the 24-sheet dayglo billboards, bus cards, taxi backs, and the massive radio spot schedule helped make the area conscious of channel 9 at 9 o'clock of the ninth day in the ninth month. Obviously PGW's cleft touch can be seen in some of the ideas and copy used to pro- mote the new outlet, and in the decision to hold to the rate struc- ture in force in Syracuse. In Grand Rapids, WZZM (TV) , also repped by PGW, followed the same positive pattern with one whopping new idea that took the town by storm. The idea was TRI- AKAIDEKOPHILISM; this is Greek for "the love of number 13." Fifty radio spots weekly on 13 sta- tions, 250 outdoor boards, space in 11 dailies and eight weeklies, cards inside of buses, buttons on cab driver's windows, streamers and balloons at football games, all made TR1AKAIDEKOPHILISM a household word in western Michigan. Here again the emphasis was on building an audience from 5:30 to 7:30 p.m. to give the network schedule a strong send-off. Here again the weather-before-local news, rather than after, format was used. And again the new station keyed its programing to local listener likes; and since Michigan residents are prime hunters and fishermen — - and among them exists a sizable religious group forbidden to at- tend movies — WZZM created an hour of adventure film across the board at 5:30 followed by an hour of Adventures in Paradise at 6:30. Solid business backing. The new station in Rochester, N.Y., VVOKR(TV), also on channel 13, took a much more mundane ap- proach to its birth. One reason was that its amalgamation of com- peting applicants included repre- sentatives of much of the banking and business strength of the area. These included Harper Sibley, Jr. of Sibley's Department Store, Gor- don Brown of WSAY, Bob Kieve of WBBF, and Bill Fay, the dy- namo behind WHAM in its hey- day as a Stromberg-Carlson prop- erty. Obviously this gave WOKR the confidence and strength that comes from knowing where the next advertiser dollar is coming from. The fourth ABC affiliate, WTEV (TV) in Providence, R.I., will not be on the air until 1 Tanuary 1963. Channel 6, originally authorized for Martha's Vineyard, had to wait for FCC approval before making its shift to Rhode Island. Conse- quently its program manager, pro- motion manager, and publicist were unpacking their bags as this dissertation was being prepared. According to Vance L. Eckersley, WTEV's general manager, the new station will have a new studio 54 SPONSOR/26 November 1962 WASHINGTON WEEK What's happening in U.S. Government that affects sponsors. 26 NOVEMBER 1962 / copyright iwh j agencies, stations The FTC, which has been rather quiet on the radio-tv front, has now announced that all of its "monitors" will be hard at work on Christmas advertising for toys. All media will be involved, but major push will be on tv. Toy makers are to be required to submit all advertising, sworn statements about ad pol- icy, and samples of the toys advertised. Other than that, the FTC monitoring unit will be reactivated (though FTC might insist that the unit has never been out of action, it has never been effective as originally threatened) with instructions to waste not a second in reporting questionable ad claims for toys. This has all the appearance of being a special Christmas push in an area which the FTC views with unusual alarm, rather than signalling a return to the crusading spirit of the recent past. FCC chairman Newton Minow finds the uproar over ABC's program on Rich- ard Nixon made to order for one of his own private crusades. Minow has urged radio and tv to jump into controversial topics; has promised FCC back- ing in the event of attacks on broadcasters for what they do in the field. Minow went down the line in defense of Jim Hagerty and ABC TV, with a hard-hitting statement terming the program a secondary issue. He said if the program was unfair, ABC has offered time and facilities to correct it, and otherwise the merits are for the public to decide. Few communications attorneys have yet come forward to deny FCC legal pow- er to hold programing hearings in local comunities, despite NAB offers to provide legal aid. The question of how a court test of FCC powers could be brought about is a compli- cated one. NAB could not institute a court case, nor could any station not immediately and directly affected. If a court case were already in the works, NAB could ask to participate as "amicus curiae," or in plain English, "friend of the court." If the FCC were to require a station to testify in its own behalf and the station refused, it would then get down to a subpoena situation which would automatically amount to a court test of FCC powers in this connection. The FCC might, however, put it on a basis of permitting stations to testify if they wished their own side to be heard, rather than compulsion. This would require, in order to set up a court case, that a station sue to prevent the hearings on grounds of potential injury to their interests. FCC counsel believe the Commission is well within its legal powers, on whatever grounds local programing hearings may be attacked. Thus far, aside from LeRoy Collins, informed industry people have neither agreed with nor disputed — publicly — this FCC postion. The Dodd subcommittee report, finished in staff form and waiting for action by Dodd and other subcommittee members, promises to be a pretty flat document compared to the sensational hearings. The subcommittee staff version is said to insist that programs of sex, horror, crime and violence can be an upsetting factor for the nation's young. This is not exactly unexpected, however, and will hardly spark anti-tv action. Action said to be recommended in the document, and subcommittee members it must be remembered have still not passed on them, involves bringing networks under FCC reg- ulation and clipping option time wings to give competing program suppliers more access to the best station time. SPONSOR/26 November 1962 55 SPONSOR HEARS 26 NOVEMBER 1962 / cmriiM iwz A round-up of trade talk, trends and tips for admen The other tv networks have a suspicion that Schick Razor president Patrick Frawley, Jr., had a motive other than patriotic resentment for his attempt to can- cel the remainder of his season's contract with ABC TV. Frawley cited the inclusion of Alger Hiss on Howard K. Smith's Richard Nixon political obit, but the networks think this was a pretext for getting out of a commitment that was proving burdensome in light of Schick-Eversharp stockholder criticism that Frawley was spending too much money on corporate and personal ventures. CBS TV's daytime sales department isn't the only one that has to apologize for the antics of one of its package producers: NBC TV also has its headache in the outside-the-studio clowning of the producers of Bullwinkle. With CBS it's the Capt. Kangaroo gentry going over the heads of the program prac- tices department and handing down its own credo on commercials to sponsors. The irritants from the Bullwinkle boys include cartoon tracts poking fun at the network and a jazzband parade on Madison Avenue without foreknowledge of the net- work. Madison Avenue tv department directors have as a common topic of luncheon and intramural chatter the rough verbal going over that CBS president James Au- brey has been dishing out to Hubbell Robinson, program head. These agencymen's comment: Aubrey credits himself with the good rating season that the network's having and hence figures a winner's views must be taken as holy writ. Reps submit that the toughest dilemma of their business involves two diametri- cally opposed questions often put to them by stations, each of which defies a logical answer. These questions are: (1) why are the billings off; (2) why are billings up? Nielsen's got a gripe about the ARF's publication timing of Martin Mayer's piece, An Intelligent Man's Guide to Broadcast Ratings. Point advanced by Nielsen: the critique leveled by Mayer when he wrote it — six months before publication — was quite valid, but in the meantime Nielsen had conduct- ed a research project that squared away the chinks spotlighted by Mayer. Spot sellers constitute a faction that's made a deep dent in air media and it's interesting to note what's happened to some of the pioneers and veterans. Here's a random roster in that regard: NAME PAST ASSOCIATION CURRENT STATUS Lew Avery Co-founder Avery-Knodel V.p., g.m., KYA, San Francisco Lee Bowman Free & Peters westcoast A/e, Rinehardt Agency, Oakland Larry Fields Petry New York Agency exec in northwest Jim Free Co-founder Free & Peters Real estate in Santa Barbara Joseph Hershey McGillvra Founder firm of same name Owner KCKC, San Barnadino Howard Meighan CBS Spot Sales Pres. Videotape Center Bill Maillefert Petry Radio mgr. USIA in Spain John E. Pearson Owner JEPCO Western mgr. SPONSOR Henry Riggold Petry Retired 56 SPONSOR/26 November 1962 • 1 • ■ • 1 • iflll W ■ a * 1 1 1 1 1 l Ussociwto- 1 I PRESS J } 7^=. __ • 1 I ^w^iy^SK^KirjS^y!^':1 vi*'w"Ms%"3* ■ ■ S PROGRESSIVE STATIONS PREFER I ! THE PRESTIGE NEWS SERVICE \ S i SPONSOR/26 NOVEMBER 1962 57 building in New Bedford, Mass., a mashie shot from the Rhode Is- land line, and its transmitter in Tiverton, R.I., thus making it the only Rhode Island tv station with its transmitter in that stale. And even though the new channel 6 figures it will start out with the plus of the 20% of the local tv homes that now watch Boston tv and will switch to WTEV, the sta- tion plans to open with a rate card 20% under the going market rate. The NBC entry in this almanac of new network affiliates is WCIV (TV) , channel 4, in Charleston, S.C. To match the change in Charleston, from the sleepy, staid southern town it was until three years ago when the installation of a U.S. Navy Polaris operation gave the town a swing and a zing, the new station devised a shrewd play on its call letters. Play on call letters. For local listeners they used the theme of "See More on Four" or "C More on IV" and hammered it home with space in 30 community news- papers plus time on every avail- able radio outlet. For agency me- dia people the subtle hand of WCIV's rep, Advertising Time Sales, whose Bill Davidson learned more than a few tricks during his years as top executive of channel Four in New York, arranged a soiree for 250 Madison Avenuers at the Charleston Gardens restau- rant in Altman's, posh New York department store. There, over cocktails and buffet, the timebuyers viewed the new sta- tion over a closed-circuit tv line direct from the WCIV plant in Charleston. Again the emphasis was on gearing programing to lo- cal listening and living patterns. Thus the weather show is done by Captain Scotty from Davy Jones locker, with the forecast coming out of an oyster rather than the whorls, whirls and words that are part and parcel of the usual land- lubbers forecast. One thing is certain. Marketing objectives and advertising cam- paigns may be planned with an as- sist from the computer and calcu- lator but television stations will ig- nore EDP techniques so long as each station in each market con- tinues to use people to make it just a little different from the next sta- tion clown the dial. For it's that little dab of difference that makes it a must with viewers and it's view- ers the sponsor wants to reach. ^ PUBSERVICE TV PACKAGES (Continued pom page 40) affairs schedule on WCBS-TV, Walt said that "Chock Full O' Nuts got the greatest buy in New York tele- vision" when they bought this se- ries of programs. He was pleased with the fact that there was at no time any client interference with the subject matter presented on the air. "We're delighted to have Chock Full O' Nuts as a sponsor of these programs, particularly since Mr. William Black, chairman of the sponsoring firm, is so closely identi- fied with the welfare of the whole community," Walt remarked. Walt also was of the opinion that il the public service package prices on other stations "are correct," there's no doubt more sponsors will be hopping on this particular band- wagon from coast to coast. From coast to coast. Across the country, according to Arthur A. Watson, station manager, WRCV- TV, Philadelphia, NBC owned sta- tion, a trend appears to be develop- ing toward package sponsorship of public affairs programs. As Watson sees it, "What is required is a strong realization on the part of local ad- vertising agencies that this station can do qualitv production of local origin that will have an appeal to a substantial segment of the Phila- delphia audience, as well as a con- tinuing; educational effort bv these agencies of their clients on the value of sponsorship of local nublic affairs programing." WRCV-TV has obtained spot-buving sponsors for several of its public affairs programs including Concept and Profile. Local advertisers were also cot- toning to public affairs shows in the Chicago area, Norman Cissna, eeneral sales manager, WNBQ, NBC-owned station, pointed out. He cited such examples as the sta- tion's Dateline Chicago, fully spon- sored by Home Federal Savings and Loan Association and other similar programs. "We are programing more public affairs in 1962 than in the past, and we expect we will exceed our '62 output in '63," Howard Sturm, manager of public affairs for KNBC, Los Angeles, NBC-owned station, said last week. "There is definite interest by sponsors in our public affairs programs." Tom E. Paro, station manager, WRC-TV, Washington, also NBC- owned, revealed that Blue Cross was sponsoring a package of public affairs specials. "We feel there is a trend toward the package purchase of the type we have established with Blue Cross," he said. Station reD backing. In heartv agreement with the views expressed by station managers across the coun- try is Ralph Allrud, director of the Blair-TV Special Projects Division. This division works with national advertisers and local stations to de- velop special programs to build product sales and corporate imape at the local level. It is Allrud's contention that it is in the adver- tiser's self-interest to support local station efforts along these lines. "I can tell you that the responses Earl Thomas, the sales executive in our department, and I have re- ceived from ad managers and ac- count execs has been about the most heartening experience either of us has had in manv years of sell- ing broadcasting," Allrud said. "fudging by the trend alreadv established — and the 100 public af- fairs shows for which we have found soonsors in just 18 months, I'm con- vinced that soon virtually every Blair-repped station will be carry- ing year-round local special events and documentarv schedules fullv soonsored bv national advertisers." Ad values beyond ratings. Sum- ming up, broadcasters felt that ad- vertisers who linked themselves with qualitv public service pro- grams obtained ad values far be- vond ratings and c-p-m's. WNBC- TV's Affe appeared to express the consensus of broadcasters when he declared: "A product advertised on a fine, cultural program, such as a news documentarv or concert, can create a more favorable impression in the viewer's mind than a product advertised on an entertainment program . . . even though the latter types generally attract greater audi- ences. The public believes — right- fully so — that a company which as- 58 SPONSOR/26 November 1962 gociates itself with quality television programs can be relied on for finer goods or services." ^ DEPT. STORE TV IMAGE (Continued from page 42) Montgomery Ward, and Sears Roebuck) in the Minneapolis-St. Paul area. Effects of television were traced by comparing the re- sponse patterns of viewers and non-viewers of the advertising. There was a general shift in the direction of more favorable store- quality where tv advertising was used. Higher frequency of shop- ping and purchase associated with more favorable image levels (store qualities) received independent corroboration from actual data on shopping and purchase by televi- sion viewers. It is important to note that in the study the effects ol television associated with store im- age stemmed from tv advertising predominantly of items. Item ad- vertising apparently had significant influence on store image. Ad cohesion. In order to keep all advertising in line with store character and merchandising changes, the same items are adver- tised on all media. Once a month store plans for tv and radio are laid out in advance in coordina- tion with the newspaper and dis- play departments. At this time items, copy, and plans for produc- tion are prepared for the next month. Woodward k Lothrop, its adver- tising agency, Harwood Mart n. and the broadcasters have deve'- oped a team operation that take^ away the pitfall of "too much ad- vertising detail" for the store. Since the 20-second spots are taped in color, additional planning is re- quired involving careful selection of merchandise and much more de- tailed work during the pre-taping period. Each spot is worked out in detail with storyboards during two meetings at the agency in or- der to tape the three spots quickly in a two-hour time period and keep costs down. Thursday is tap- ing day for the following week. Consistent radio. For more than 16 years, Woodward &: Lothrop has been a consistent advertiser on Washington radio stations. An hour-long program ol classical mu- sic, in keeping with the class ap- peal ol (he stoic, has been broad- cast every Sunday since |anuar\ 1953 on WGMS. The following seven stations are used regularly: WGMS, WRC, WTOP, WWDC, WPIK, WOL, and WMAL. The days for the radio schedule each week are chosen once a month at the store-agency meet- ing; the days vary according to the promotions planned. As a rule one-minute announcements are used, but lot some stoic- events and sales 10-second spots are substi luted. Because ol the < hange in schedule each week, the agenc \ sends a separate piece ol cop) marked lor exact time and date to cac h station lot eac h spot. Considering the different media the stoic uses it likes to think ol coloi t\ as something special foi the retail business. "It is the onl) medium that can really pre- sent our merchandise at its best," a spokesman concluded. ^ Suddenly we offer 35.9% ADDITIONAL VIEWERS in NORTHERN MICHIGAN! WWTV's new satellite (WWUP-TV at Sault Ste. Marie) is now on the air — delivering 35.9% more of the television homes in 39 counties of Northern Michigan! WWTV/ WWUP-TV combined now cover 874,100 people in Michigan and contiguous Canada. The effective buying income of people in this area is $1,304,145,000 annually. This unique combination really saturates our fast-growing industrial area. To get equivalent coverage with other media, you'd have to use 20 radio stations, or 13 newspapers! Ask your jobbers or distributors in this area. They know the story! FLASH ! As we go to press, A.R.B. reports of tele- phone coincidental surveys arrive (started 10 days after WWUP-TV began operation as full-time satellite). Results indicate that 35.9% expected listenership increase has been greatly exceeded. RADIO WKZ0 KALAMAZOO-BATH. E CREEK WJEF GRAN0 RAPIDS WJEF-FM GRAND RAPIDS -KALAMAZOO WWTV-FM CADILLAC WKZ0TV GRAND RAPIDSKALAMAZ00 WWTV/ CADILLAC-TRAVERSE CITY /WWUP-TV SAULT STE. MARIE K0LNTV/ LINCOLN, NEBRASKA /KCIN-TV GRAND ISLAND. NEB. WWTV/WWUPTV CADILLAC-TRAVERSE CITY / SAULT STE. MARIE CHANNEL f ANTENNA 1640' A. A. T. CBS • AIC CHANNEL 10 ANTENNA IllV A. A. T. CIS • ABC A vtr y-Knodcl, Inc., Exc/vtfv* Nation ol ff«pr«itrWohv«f SP0NS0R/2(i NOVEMBER 1962 59 'SPONSOR-WEEK Advertisers Continued At the opening session of Time Buying-Seiling seminars The first of the season's seminars sponsored by International Radio and Television Society, was on "The Dual Role of Broadcasting: Communication and Advertising." Speaker was Julius Bar- nathan (c), ABC TV v.p., here with TB&SS member Sam Vitt (I), DCS&S, chmn. Chris Rashbaum.HR&P On the air discussion of radio today Arthur Hull Hayes (I), CBS Radio pres., recently appeared on WEEI, Boston, program with host Haywood Vincent to talk about radio. Hayes also answered listeners' phoned-in direct-line questions Fun in the factory RCA Foreman Bert Paulson wraps up Georgia Malick, Miss New Jersey, with the first produc- tion unit of RCA's all-transistorized tv tape recorder. ABC TV's new Washington facility got this machine and one other for its news ftr\u signs with Pulse Talking over details of new Pulse Qualitative Radio Survey (l-r): Frank Boehm, RKO National Sales research-promotion dir.; Pulse sales dir. George Sternberg; Pulse pres. Dr. Sidney Ros- low. The five RKO stations will participate Mattel has decided to use network radio for the first time. The money went to CBS for par- ticipations in Arthur Godfrey and Betty Furness through 14 Decem- ber. The toy maker is active in net- work tv. Agency is Carson/Roberts. PEOPLE ON THE MOVE: Doug- las M. Shaylor to the newly-created position of advertising services manager of John H. Breck . . . Mark Upson, vice president of P&G, retires 30 November after 47 years with the company. Agencies Interpublic is expanding its over- seas operation with the acquisition of Afamal, said to be the largest advertising agency in Africa. The Afamal group of agencies was owned by the Schlesinger Or- ganization. It's five offices bill an estimated $10 million. In another international action last week Interpublic formed In- foplan, an international PR organ- ization with offices in the U. S., Canada, United Kingdom, W. Ger- many, France, Italy, Israel, Mexico and Japan. The consolidation at BBDO of the tv and print copy departments in- to one department has resulted in several personnel shifts. They shape up as follows: Rob- ert L. Foreman heads the combined department as executive vice pres- ident and creative supervisor and also will head the creative plans board. James R. Schule takes over Foreman's old job of tv program- ing head; agency president Charles Brower will chairman the plans board; Jean Rindlaub, formerly a print copy supervisor, will be as- sistant to the creative director. Agency appointments: "Materials in Design Engineering Magazine," a publication of Reinhold Publish- ing Corp. to Pritchard, Wood, Inc. . . Kirsch Co. to MacManus, John & Adams . . . The Shaler Co., makers of automotive additive-type 60 SPONSOR/26 November 1962 products, has reappointed Stern, Walters & Simmons . . . Baisley Laboratories to The Getschal Com- pany. First campaign centers on NuClear, a medicated complexion lotion . . . The Bank for Savings to Kudner, effective 1 January . . . Braswell Foods to Harris & Wein- stein Associates. Tv spot will be used . . . Place Homes, Inc. to Ap- plegate Advertising Agency . . . WTEV, Providence-New Bedford- Fall River, to Bo Bernstein & Co., Providence . . . Bonomo Turkish Taffy ($310,000) to Hicks & Greist from Mogul, Williams & Saylor, effective 1 January. Products in- clude Cocilana Cough-Nips, Peanut Brittle and Bonomo's hard candy lines . . . The New York State De- partment of Commerce's new inter- national division to BBDO . . . The Puerto Rican accounts of Volks- wagen of P.R., Carina Mercury and Avis Rent-a-Car to Robert Otto. International entente: Immediately following its merger with Famous Artists Corp., Ashley-Steiner signed reciprocal agreements with an as- sociated group of four European agencies, calling for representation of its clients in England and on the continent. New agency: Wright, Allen & Ryan has been formed in Dallas with billings around $700,000. New quarters: The Goulston Com- pany has moved to 75 State Street in Boston. Phone number is La- fayette 3-5866. Resignation: A product conflict has resulted in the divorcement of Smith /Greenland and I. Rokeach &: Sons. Top brass: C. B. Honck has step- ped down as president of Houck &: Co., the agency he founded 31 years ago. His son William B. Houck has been elected to succeed him. The Senior Houck becomes chairman of the board . . . Nella Manes, presently vice president and media director, will also assume duties of assistant to the executive vice president of Kal, Ehrlich & Merrick . . . Chester E. Posey, sen- ior vice president and formerly manager of McCann-Erickson's Chi- Breaking ground for new tv center David C. Moore, Transcontinent Television pres., turns shovel of dirt marking site of new $250,000 home for WNEP-TV, Scranton-Wilkes-Barre. With Moore are (l-r): Edmund H. Reif, Lackawanna County commissioner; Moore; William Schmidt, Scranton Mayor; Thomas P. Shelburne, stn. exec. v.p. 4ft Dressing up Monday movies WSJS-TV, Winston-Salem, has added a new at- traction to its "Theatre 12" film showcase. She's Ann Herring, Miss North Carolina of 1961, who introduces the show in fashion Award-winning staffers Nathan Safir (c), KC0R, San Antonio, v.p., con- gratulates news dir. Carlos Garcia who won the Texas Assn. of Broadcasters "Best-on-the- scene" award and Rosita Fernandez, vocalist Cap'n Five "briefs" his crew for weekday show The "X-5" is the home of WRAL-TV, Raleigh, personalities Cap'n Five and Space Ace and the tv studio for a half-hour kiddie show. It took 1,000 man hours of labor to build the 21-foot spaceship SPONSOR/26 November 1962 61 cago office, to creative director of the New York office. New v.p.s: John M. McEvoy at Ted Bates . . . Harry L. Merrick, Jr., Charles Smith, David Thomas, and Don Vogel at Kal, Ehrlich & Merrick Advertising . . . Robert Liddel at Compton. PEOPLE ON THE MOVE: Rob- ert D. Barrett to media director of Katzif-George-Wemhoener Adver- tising, St. Louis, from MacManus, John &: Adams . . . Leslie Wallwork to supervisor of broadcast media at the Los Angeles office of McCann- Erickson . . . Ann Goldstein to time buyer, Ramsey Perry to retail copy chief and Hertha Hanu to radio traffic director at Kal, Ehrlich & Merrick . . . Sheldon R. Axler to administration manager of New- man-Martin, Bloomfield . . . Hans L. "Lefty" Stern, for the past four years an account executive with Guild, Bascom & Bonfigli, San Francisco, to account executive for Carling Brewing, replacing Thomas F. Killilea, Jr., recently resigned . . . Ruth Simpson to the public rela- tions department of N. W. Ayer . . . Robert L. Ray to account repre- sentative for N. W. Ayer, San Fran- cisco . . . John Matthews to creative director, a new position in the crea- tive services division of Leo Burnett . . . William J. Green to account executive at Ben Sackheim, from YfcR . . . Richard S. Lee to account manager at Beaumont, Heller & Sperling . . . David Nntt to account executive at Ketchum, MacLeod & Grove, New York, from MacManus, John & Adams . . . Howard Potter to account ex- ecutive at Sullivan, Stauffer, Col- well & Bayles. Associations Entries are now being solicited for the 1962 Alfred I. duPont Awards in radio and tv. Deadline is 31 December and nominations should be sent to Pro- fessor O. W. Riegel, director of the Lee Memorial Journalism Founda- tion at Washington and Lee Uni- versity. The three awards, each $1,000, go to: a large station for outstand- ing programing in the public in- terest; a small station for similar excellence, the radio or tv com- mentator whose work during the year has been characterized by "ag- gressive and consistently excellent and accurate gathering of news in the public interest" and its inter- pretation. Thomas W. Sarnoff, NBC vice president, and general chairman of the third annual International Broadcasting Awards competition, has named nine committee chair- men for the event. The competition honors the world's best tv and radio commer- cials. Entry deadline is 1 January for U. S. competitors with the IBA for- mal awards banquet scheduled for the Hollywood Palladium 26 Feb- ruary 1963. There was a full agenda at the Nashville meeting of the Countrv Music Assn. which followed the close of WSM's annual d.i. festival. Among plans discussed: forma- tion of a country music museum, presentation of a complete coun- trv music show at a future meeting of the New York Sales Exemtives Club, building of membershio and financial support and action in the political arena for the benefit of country music. New officers: Leading the Ohio Assn. of Broadcasters in 1963 will be James Hanrahan, WEWS, Cleve- land, president; Marianne Camp- bell, WJEH, Gallipolis, first vice president; Walter E. Bartlett, WLWC, Columbus, first vice presi- dent; Carlton Dargusch, Jr., secre- tary-treasurer. Looking forward to: The Arizona Broadcasters Assn. annual Fall meeting 7 December at the Execu- tive House in Scottsdale. An in- novation this year is the display of equipment by various equipment manufacturers and service suppliers of the broadcast industry. Tv Stations A two-day strike by AFTRA mem- bers against KWY (TV & AM), Cleveland, ended 18 November with the ratification of a new two- year contract. The contract included a $10 per week pay hike in the first year and an additional $10 increase the sec- ond year. Other provisions included: • A new termination clause re- quiring an additional two-weeks notice or pay in lieu of termination notice. • A new "program segment rate" whereby a supporting performer who appears as a part of any pro- gram is compensated for the actual time he appears. • An increase in talent fees for certain live announcements from $5 to $7.50 on tv. • Elimination on tv of the mul- tiple discount structure. For Auld Lang Syne: WISN-TV, Milwaukee, threw a luncheon to honor its oldest continuing adver- tiser, Don Rohn of Don Rohn Rambler Co. Station presented him with his original sales order special- ly framed for the occasion. Rohn was a Hudson dealer when the first contract was signed eight years ago and his schedule remained intact when the switch was made to Rambler. Note: He has just signed for his ninth year on the station. Off the press: The first ARB new local market tv audience break- outs. New estimates include audi- ence counts by age and sex and a completelv new section called the Soot Buvine: Guide which deals with station break time. These esti- mates are arithmetical averages of the quarter-hour audience preced- ing and following the chainbreaks. Happv anniversary: KOB-TV, Al- buquerque, enters its 15th vear of broadcasting on 29 November. Promotion: To advertise the CBS TV shows which it carries, WCHS- TV, Charleston, devised the "Seven Wonderful Nights" promotion. Some 100 community leaders and their families were visited during the dinner hour and received gifts commemorating a specific show. Some of the tie-ins: a red skelton for the "Red Skelton Hour"; a moonshine jug full of honey for "The Beverly Hillbillies"; a nurse's kit for "The Nurses." New quarters: Ground has been broken in Scranton-Wilkes-Barre 62 SPONSOR/26 November 1962 for the new quarter of a million dollar iv tenter which will house WNEP-TV . . . KSD (AM & TV) has moved into a new $1 million home in downtown St. Louis. The building, formerly the mechanical annex of the Post-Dispatch, was ex- tensively remodeled for the sta- tions, which occupy the first two Boors. PEOPLE ON THE MOVE: Burt Avedon to vice president and gen- eral manager of K.MKX, Los Ange- les . James J. "Steve" Crane to vice president and general manager of WLW, Cincinnati, a new post and P. Scott McLean to vice presi- dent in charge of eastern tv sales in the Crosley New York office . . Bruce Lawrence to merchandising: and promotion director of WNBF (AM-FM fe TV). Binghamton, N.Y. Francis H. Conway to general sales manager of WTEV, Provi- dence-New Bedford-Fall River . . . Stuart S. Hazard to station man- ager of WJCO, Jackson. He'll be replaced as production manager ol WLIX-TV by Dennis D. Cobb . . . C. Wylie Calder to re- gional account executive with YVJBF, Augusta. Radio Stations The A-Buy in California radio sta- tion group is winding up the year with an ambitious direct mail pro- motion. "The golden rule for radio ad- vertising in California" has been delivered to 370 time buyers and ad managers across the country by the group. It's a spring steel, roll- up yardstick carrying the A-Buy sales slogan: "One contract . . . one billing . . . group discounts." Ideas at work: • Latest station to make a stab at the hit parade is WNOX, which has issued a new release, "WNOX, Knoxville, The Sound of the City." • WTIK, Durham, has come up with what it considers the answer to the question faced by all radio- how to sell more local time. The station designed a "Sales Motiva- tion Guide" for its local time salesmen and will be glad to share the idea with other stations which write to P. O. Box 1571, 212i/2 Corocoran Street. Durham. • WRCV, Philadelphia, is run- ning an eight-week advertising pro- gram to promote its Big Band Sound. Featured item in the satu ration drive is a "Whatchamacall- it," in actuality a funny looking horn made ol various sections from six different musical instruments. The campaign includes outdoor showings, taxiposters, station plat- forms on commuter railroad lines. key-location paint units, 600 line ads in daily papers, 10 and 20-sec- ond tv and radio spots. • KFWB, Los Angeles, cele- brated Thanksgiving with a "Tur- key Day." The event consisted ol playing all the records that didn't make it— in other words, the "tur- kies" of the music world. Offbeat sale: "Challenge," a five- minute commentary on today's norms of living, aired weeknights on seven CBS o&o stations, to Longine-Wittnauer Watch Co. (Kenilworth Advertising |. Newsmakers in tv radio advertising Fred Nettere, account executive lor ABC Television Spot Sales, has been promoted to eastern sales manager. Nettere has been with the network's rep outfit since July 1961. He previously spent five years with CBS TV Spot Sales and prior to that was with NBC TV and the Katz Agency from 1953-1955'. Nettere is a graduate of Michigan State. P. Scott McLean has been made a vice president of Crosley Broad- casting. He moves up from gen- eral manager for eastern tv sales to vice president for the same territory. McLean joined Crosley in 1950. He was previously ac- count executive and space buyei for three leading New York agencies. Also promoted to vice president was fames f. Crane. Burt S. Avedon has joined KMEX-TV, Los Angeles, as vice president and general manager ol the new Spanish-language sta- tion. He has been a vice presi- dent of Kenyon & Eckhardt and assistant to the agency president. He served for two years as di- rector of western operations for K8:E, Los Angeles, and was also head of the San Francisco office. Jo Walker has been promoted to executive director of the Coun- try Music Assn. She has been with the organization since it was formed in 1958 and has mosi recently been executive sec retary. In her new post. Mrs. Walkei will probe such fields as public relations and creative projects. She has also worked with Cres- cent Amusement Co. SPONSOR/26 November 1962 Happy anniversary: A three-hour "Birthday Broadcast" on WEJL, Scranton, will be the mode of cele- bration for the station's 40th an- niversary 29 November. The pro- gram will feature greetings from other 40-year broadcasters through- out the country. PEOPLE ON THE MOVE: Barc- lay Powers, traffc manager, to publicity director of WLBW-TV, Miami, replacing Patricia Alter who takes a leave of absence. Rus- sell Heberling takes over for Pow- ers .. . Ted Schneider to the newly created post of director of news, public affairs and broadcast stand- ards at WHN, New York . . . John B. Dixon to account executive of WDTM, Detroit . . . Dick John to news director of WIIC, Pitts- burgh . . . Milton H. Klein to gen- eral manager of KHJ, Los Ange- les .. . James W. Wesley to assistant sales manager of WSB, Atlanta . . . Lyle Richardson, general manager of KUDE (AM & FM), Oceanside, Cal., to vice president of the Dolph- Petty Broadcasting Co. with head- quarters at Ivy, Va. . . . Leslie H. Norins, general manager of KEYT, Santa Barbara, has been elected to Key Television's board of directors and been made a vice president . . . Ronald J. Leppig to the sales staff of WIND, Chicago . . . Harvey Schulman to account executive at WNBC, New York . . . Alan Gol- den, account executive, to local sales manager, and Tom Murphy to operations director at KBOX, Dallas. Fm What better way to promote stereo fm than an on-the-air program on the subject. Such a program is underway in Detroit on WDTM. Called "Stereo Fair," the Monday-Friday show features information on hi-fi sound reproduction as developed by the top audio component dealers of the area. These specialists personally relate their knowledge on the air. The program also presents se- lections drawn from the concert, operetta, and Broadway show rep- ertory. Offbeat sale: WITY, San Antonio, had somewhat of an "image" prob- lem when the San Antonio Drag Raceway joined its client list. The Raceway is a well-known am ad- vertiser whose commercials are the epitome of the "hard-sell." Meeting the challenge and proving that it's not what you advertise on fm but how, the station launched the fm phase of the Raceway campaign with one spot which is a tongue-in- cheek slam at the client's own noisy am commercials. Stereo expansion WSIX (FM), Nashville, has added 12 hours of stereophonic broadcasting to its schedule. This breaks down into two hours of stereo transmission daily except Saturday. Integrated commercial: Quantas Airlines (Cunningham & Walsh, San Francisco) will sponsor a 52- week, hour-long weekly show on WNCN, New York, featuring Aus- tralian music. At the fair: KVIL, Dallas, continu- ing its efforts to inform the public on multiplex stereo, set up exhibit space at the fall State Fair of Texas where visitors could listen to a mul- tiplex broadcast from the station. PEOPLE ON THE MOVE: Gil Sheppard to account executive and Kay Hicks to chief of traffic and continuity of WFOL, Hamilton- Fairfield, Ohio. Networks An ABC Radio affiliation shift takes place in Minneapolis the end of the year. WTCN, the Time-Life Broad- cast-owned station, will leave the network line-up to go independent. Taking its place as the primary affiliate in that city is KRSI. f Entertaining clients and the press at lunch is familiar tradition in the trade but ABC TV's Ernie Ford added new dimensions to the cus- tom last week. To herald his moving to a 12 noon time period, Ernie invited, via telegram, 125 agency people and 94 editors across the country to hold open lunch plans for 19 November. Just two minutes before noon on that day, each guest received a spe- cial hot lunch at his desk and those without office tv sets found port- ables being carried in also. Ernie had his lunch on the air. Next day, each luncheon guest got an unusual salt shaker with a note from Ernie who had "for- goten to send along the salt." PEOPLE ON THE MOVE: Arnold Becker rejoins CBS TV research department as manager of coverage and research analysis . . . Rudy Bergman to manager, news and public affairs unit, CBS TV press information. Kudos: Vice President Lyndon Johnson presented an Award Cita- tion to Leonard H. Goldenson, president of AB-PT, for "patriotic appeal to member stations in co- operation with the President's Na- tional Physical Fitness campaign." ABC stations also honored: WXYZ- TV, Detroit and WRFB, Tallahas- see. Reps Major market stations will be inter- ested in a new method for measur- ing cumulative audiences of spot radio schedules developed by Pulse. The pilot study was commission- ed last February by Daren F. Mc- Gavren in Los Angeles and WNEW, New York. It makes available cum- ulative information on a quarter- hour basis rather than on just seg- ments of the broadcasting day. The new data makes it possible to "cume" the total audience for in- dividual stations and to measure the reach of any spot schedule. Cost of the service is necessarily high, but, according to Pulse, other •stations in New York and Los An- geles and many reps are mulling the technique. Rep appointments: WPOP, Hart- ford, to Kettell-Carter for sales in New England. PEOPLE ON THE MOVE: Paul E. Van Hook to sales specialist in the Philadelphia office of Blair Television . . . Gene Myers, for- merly with CBS Radio Spot Sales in St. Louis, to the New York office as account executive in charge of Philadelphia-Baltimore- Washing- ton territory. 64 SPONSOR/26 November 1962 Film Two mid-west commercial produc- ers offered observations last week on significant shifts in tv selling approaches. Lincoln Schuerle, who has just opened Film-Makers in Chicago, finds the trend away from the an- nouncer-salesman technique and to- ward non-verbal, musical, dialogue, live action and animation. Fred Niles, who has communica- tions centers in New York, Holly- wood and Chicago, sees a new em- phasis on more belie vability, sparked by both FTC action and public demand. According to Niles, advertisers are producing fewer commercials per account but spend- ing more money on the production value of each. He also sees more thorough re- search of commercials tied in with a marketing plan, agencies request- ing creativity in production instead of in the area of an additional sit- uation idea, and medium and smaller agencies relying on the pro- ducer's creative staff for ideas. Reason for this: a growing inter- est in coming up with award-win- ners as well as commercials that make the grade at point of pur- chase. MGM-TV is readying for January release a new group of 30 post- 1948 features. Titled 30/63, the new film offer- ing includes "The Blackboard Jun- gle" and "Silk Stockings." The company's first two film packages are now approaching the 100 mark in total station deals. Allied Artists Tv points to some station success stories involving the 48 Bowery Boys features. Some instances: • KGO-TV, San Francisco, pro- grams the films Wednesday 5-6 p.m. and has jumped to first place in this time slot from fourth in the market. ARB September reports show that station with a 10 rating and a half-hour share of 48%, dou- ble the combined rating of all three competitors. • WCCO-TV, Minneapolis-St. Paul, (Sunday, 10-11 a.m.). Sep- tember Nielsen index gives the station a quarter hour share of 67%; all three other stations earned a combined share of 25% per quar- ter hour. Financial rc|M>r(: Consolidated net earnings of MCA Inc. for the nine months ended 30 September amounted to $9,197,000 or $1.87 per common share. In addition, there was a non-recurring item of $2,097,000 or 16 cents per share, making a total of $2.33 per share lor the nine-month period. New properties: ABC Films is re- leasing in early December a new daytime strip called "Girl Talk," featuring Virginia Graham inter- viewing guest personalities. Sales have been made in New York, Los Angeles, Chicago, Detroit and San Francisco . . . MGM-TV is making available for local telecast this Christmas a one-hour special in color (ailed "Christmas in the Holy Land." It stars Art Linkletter and his family in a filmed pilgrimage to the Holy Land and was original- ly telecast over CBS TV in 1961. Sales: United Artists Tv's "Leave It to the Girls" to 14 of the top 25 markets and a number of smaller markets . . . Allied Artists Tv's "Cavalcade of the 60's" Group I features to KVAL-TV, Eugene; KHQ-TV, Spokane; WRDW-TV, Augusta; KENS-TV, San Antonio; and KONA-TV, Honolulu. PEOPLE ON THE MOVE: Jack E. Rhodes to northeastern district sales representative for Warner Bros, tv division . . . Stanley Jaffe to assistant publicity manager of Seven Arts Associated . . . Gary Ferlisi to station relations man- ager of TV Stations, Inc. Station Transactions The general manager of KAZZ (FM), Austin, Tex., Homer Grif- fith, has filed an application with the FCC to purchase the station from Audioland Broadcasting. Griffith is heading a group called Mid-South Broadcast Enterprises in the transaction. Associated with him are Irvin and William Hinds and other members ol the Hinds family. One instance where the FCC and the NAB are definitely on the same side of the fence involves CATV interests in Wyoming. The industry association has filed a friend of the court brief with the U. S. Court of Appeals backing FCC's decision of last 16 Febuary which denied the applica- tion of Carter Mountain Trans- mission Corp. to build a microwave radio system to feed CATV sys- tems in Riverton, Lander, and Thermopolis. Feeling of both FCC and NAB is that grant of the application would result in the demise of KWRB-TV, Riverton, and thus would not be in the public in- terest. ^ we like to put facts "out in the open' before we recommend Hundreds of satisfied clients in the past have depended on Blackburn's clear anahsis of the facts on chan^in» markets before entering into media transactions. Protect your investment, too; consult Blackburn. BLACKBURN & Company, Inc. RADIO • TV • CATV • NEWSPAPER BROKERS NEGOTIATIONS • FINANCING • APPRAISALS WASH., D. C. lames W. Blackburn lack V. Harvey loseph M. Sitrick RCA Building FEderal 3-9270 CHICAGO H. W. Cassill William B. Ryan Hub lackson 333 N. Michigan Ave. Chicago, Illinois Financial 6-6460 ATLANTA Clifford B. Marshall Stanley Whitaker |ohn C. Williams Gerard F. Hurley 1102 Healev Bldg. lAckson 5-1576 BEVERLY HILLS Colin M. Setpa C. Bennett Larson Bank of America Bldg. 9465 Wilshire Blvd. Beverly Hills, Calif. CRcjtview 4-8151 SPONSOR/26 November 1962 65 SELLER § VIEWPOINT By William K. McDaniel Executive vice president NBC Radio What NBC wants in audience measurement Over the past few years the tech- niques of buying and selling ad- vertising media have been devel- oped to a highly scientific degree. The "emotional buy" still occurs but the great majority of media selections are made on the basis of thorough analyses of media char- acteristics as they fit the advertis- ing requirements of a particular product. It therefore becomes the obliga- tion of the seller to provide the buyer with as complete an analysis of his medium as possible. To do this he must make use of an au- dience measuring service or a com- bination of services which supply the necessary information. What is this information? Based upon our selling experience at NBC Radio, these are the elements which we ex- pect would be provided by the "ideal" audience measurement serv- ice. First, since we are a national me- dium, we require a true national measurement based upon a scien- tifically and accurately selected na- tional sample. This service must measure all network programing, not only in blocks of time, but also in terms of five-minute units and minute averages. The ideal rating service must provide information on cumulative, unduplicated audi- ences over periods of one week, four weeks and even longer peri- ods. Linked closely with this, it should be possible to determine the frequency with which network com- mercials are delivered. Ideally, this should be available in terms of lis- teners as well as homes, since radio listening today has become almost entirely an individual activity as opposed to an activity involving the whole family or other groups. A balancing of media is of the utmost importance in today's ad- vertising. One of our most effec- tive demonstrations of network ra- dio's values has been in demon- strating through radio/tv duplica- tion studies the increases in both reach and frequency which network radio can deliver ,and which it can deliver with a high degree of econ- omy. We expect, therefore, that our rating service should be able to provide us with such studies. In other words, it must measure both m» Named executive v.p., NBC Radio, in 1961, William K. McDaniel was an NBC page in 1938, later sales exec for Scripps-Howard Radio. After World War II service and several station posts in Los Angeles, he became mgr., ABC western div. network sales. He later became gen. mgr., KATBC, San Francisco. In 1056 he was appointed v.p., sales, NBC Radio, and v.p., NBC Radio, in I960. radio and television. Ideally it would be able to give us this in- formation for magazine and news- paper readership of ads so that a total media buy could be viewed and evaluated in terms of people and costs. Every media buyer wants to know the type of audience he will reach. Will the age, income, loca- tion, and other marketing charac- teristics meet the needs of the prod- uct, and will the weaknesses of one medium be strengthened by an- other? For example, it is a well known fact that not all families or all people are alike in their tele- vision viewing habits. Some are heavy viewers who spend as much as 76 hours a week looking at tele- vision, whereas at the bottom of the scale a large number of peo- ple average under 1 1 hours of view- ing per week. In our opinion an audience measurement service should be able to tell us how the use of network radio can balance out advertising pressure in those homes where television viewing is light. An essential function of an au- dience measurement service is that it measure the total audience to the medium and that it should, of course, provide all of the previously discussed marketing information on this total audience. Unfortunately, this ideal situa- tion does not exist for network radio. You do not have to look very far or very often to realize that automobile radios and self-powered radios account for the bulk of total radio listening. Efforts are being made to accomplish this total meas- urement but there is great room for improvement. This, unfortun- ately, is a problem which the whole broadcast industry must face. The day is not far off when portable tele- vision sets, which are becoming more prevalent in use all the time, will produce a measurement prob- lem in that medium. It would be ideal if one measure- ment system could sell us the total service that we need. We have not yet reached that point, but the time must come very soon when radio audiences can be adequately and completely measured. ^ 66 SPONSOR/26 November 1962 'SPOT-SCOPE Significant news, trends, buys in national spot tv and radio The week's spot tv buying was marked by the fact that two accounts were unloading year-end money, with the schedules involved required to run their course by 31 December. The two accounts were Whitehall and Brown & Williamson, both out of Bates. The Whitehall money involved Anacin. (See SPONSOR-SC:OPE for report on Whitehall's year-end expenditure for network tv.) In mid-west spot radio action last week there was a run of sort of routine renewals and some scattered seasonal business. Notable accounts: Continental Oil (Clinton E. Frank), renewed its markets; International Harvester (Aubrey, Finlay, Marley & Hodgson) renewed its farm market schedules for 52 weeks: Heet (Meyerhoff) made its annual buy in cold winter markets. Heet is a fuel line additive. For details of other spot action last week see items below. SPOT TV BUYS CandyGram has launched its 19l).'5 campaign with about 85% of the total budget going into national spot tv. Market list and schedules will be heavied up after the initial holiday period push, to include I.D.s and 20s. Agency for the account is Cole Fischer Rogow. Hamms Beer is buying west coast and northwest markets. There's been a shift of policy in these areas and Hamms is now buying short flights instead of straight schedules as it has in the past. Strategy of the buy is as a heavy-up underlay for some of the regional network schedules out west. Agency: Campbell-Mi thun, Minneapolis. Whitehall Laboratories division of American Home Products has placed schedules to run through March 1963 on behalf of Dristan Nasal Mist. The campaign involves night and day minutes and the buy is out of Tat- ham-Laird. Buyer: Mike Tomasoni. Carling Brewing will promote Black Label Beer with a one-week spot tv push the week of 24 December. Schedules are minutes, chainbreaks and I.D.s, in both prime and fringe time. Agency: Aitkin-Kynett. Buyer: Kay Baltrokonis. Bristol-Myers kicks off a campaign today on behalf of [pana. Several selected markets are involved in the buy. Time segments: nighttime minutes to reach a women's audience. Schedules will run for four weeks. Agency: Doherty, Clifford, Steers & Shenfield. Buyer: Marv Glasser. Ideal Toy is looking beyond the Christmas season and lining up markets for a campaign it will launch 31 December. The search is lor daytime minutes and kids' shows. Grey is the agency. OF THIS RICH AGRICULTURAL AND INDUSTRIAL MARKET (viW VY*** -TV Represented by FOR DOMINANT COVERAGE OF NORTHERN ILLINOIS and SOUTHERN WISCONSIN h-r television, inc. -W-REilXl-TV CHANNEL. ROCKFORD J. M. BAISCH Vice Pre*. * Gen. Mgr. Considering a Hawaiian Holiday! Then use this colorful Haley folder as your complete plan- ning gu ide. It contains hotel prices, air fares from all U . S. poi nts of de- parture, a map of Hawa ii a nd its Neighbor Islands, and full details of four ideal Haley Hawaiian Holi- days. Send for it TODAY, no obligofion of course Please send your FREE Haley Hawaiian Holiday folder SPONSOR/ 26 November. 1962 67 'SPONSOR President and Publisher Norman R. Glenn Executive Vice President Bernard Piatt Secretary-Treasurer Elaine Couper Glenn EDITORIAL DEPARTMENT Editor John E. McMillin News Editor Ben Bodec Managing Editor Mary Lou Ponseli Senior Editor Jo Ranson Chicago Manager Gwen Smart Assistant News Editor Heyward Ehrlich Associate Editors Mrs. Ruth S. Frank Jane Pollak William J. McCuttie Barbara Love Art Editor Maury Kurtz Production Editor Mrs. Lenore Roland Editorial Research Cathy Spencer Special Projects Editor David Wisely ADVERTISING General Sales Manager Willard L. Dougherty Southern Sales Manager Herbert M. Martin, Jr. Western Manager John E. Pearson Northeast Sales Manager Edward J. Connor Production Managei Leonice K. Mertz Sales Service Secretarv Bette Solomon CIRCULATION Manager Jack Rayman John J. Kelly Mrs. Lydia Martinez Anna Arencibia Mrs. Lillian Berkof ADMINISTRATIVE Business Manager C. H. Barrie Assistant to the Publisher Charles Nash Accounting Mrs. Syd Guttman Reader Service Dorothy Van Leuven General Services George Becker Madeline Camarda Michael Crocco Mrs. Rose Alexander Staff 'SPOT-SCOPE Continued Revlon will break out a short-term campaign for its Intimate perfume, with an eye toward Christmas sales. Schedules will run in several markets starting 10 December for one week. Time segments: nighttime chain- breaks and I.D.s to reach an adult audience. Agency is Grey and Jim Hine is the buying contact. Brown & Williamson Tobacco wants spots to start the soonest and run through the end of the year for various products. The call is for night- time minutes and chainbreaks. Agency: Ted Bates. Buyer: Everett Keller. American Home Products Whitehall Laboratories division is also putting some year-end money into spot on behalf of Anacin. Nighttime minutes will continue until 31 December with a possibility of renewal next year. Steve Silver is the buyer at Bates. Proctor-Silex will promote its electrical and ironing appliances in a host of markets. Schedules will be launched in mid-February and run for 10 weeks. Time segments: nighttime chainbreaks. Agency: Weiss and Geller. Jack Geller is doing the buying. Marlboro Shirt Co. will promote its sportswear with chainbreaks in several markets during 6-8 December. Placements are to reach a male audience. Agency: Al Paul Lefton. Buyer: Stella Porter. Fels is looking for I.D.s in selected markets to supplement its regular cam- paign for its Soft. Richard K. Manoff is the agency. The buyer: Yolande Toro. SPOT RADIO BUYS Nestle's Nescafe is lining up housewife and traffic minutes for two sep- arate five-week flights scheduled to get off the ground 7 January. Approxi- mately 50 top markets are involved in the buy. A two-week hiatus will separate the two flights. Agency is McCann-Erickson, New York. Ethel Melcher is the buyer. Nestle is also buying late-night traffic minutes and I.D.s slotted in news and weather segments for an eight-week push for its Eveready Cocoa. Starting date for the campaign is 7 January. Judy Bender is doing the buying out of McCann-Erickson, New York. Sunshine Biscuit is going out after the women's audience via a five-week campaign scheduled to break 15 January. Minutes and 30s, slotted during the daytime 10 a.m. to 4 p.m. hours are being sought, Cunningham & Walsh is the agency. Kit Powers is doing the buying. 68 SPONSQI/26 novemb«* 1962 (4) (5) , - '■ (II Build ratings 5 ways better with the big 5 from(S)(B)TV These are the films that consistently win the top ratings* in all of these top markets: New York, Los Angeles, Chicago, San Francisco, St. Louis, Mobile, Indianapolis, Minneapolis-St. Paul, Buffalo, and many others. Ask your Allied Artists TV sales representative for the fabulous facts and figures about: (1) Bomba.The Jungle Boy (2) Cavalcade of the 60's Group I (3) The Bowery Boys (4) Science Fiction Features (5) Cavalcade of the 60's Group n. *Source ARB fj^'J^1 A"'ed Artists Television Corp., 165 West 46th St.. N. Y. 36. N. Y., PLaza 7-8530 Abbe Lane Gloria De Haven Lilo "Suzy" Rona Jaffe Betty Comden Patrice Munsel Liz Ashley Anne Zane Shanks Vera Bacall Jacqueline Bertrand Eleanore Harris Jane Trahey Susan Strasberg Gretchen Wyler Eva Gabor NEW! REVEALING! PROVOCATIVE! ki GIRL TALK jj This new, sensational daytime strip half-hour already SOLD in New York, Los Angeles, Chicago, Detroit, San Francisco -65 Half-Hours NOW available — on tape or film -for Local sale More spice than sugar— that's what little girls are made of. Whether the subject is marriage, morals, momism— or men, each day's famous guests really let their hair down ! It's tailor-made to get the women in your market spinning their dials your way. Don't let your ABC Films' sales rep out the door until he shows you his screening print of Virginia Graham playing hostess to the world's brainiest and brilliantly witty women. Or, for an immediate look-see, get in touch right away with ABC FILMS, INC., 1501 BROADWAY-NEW YORK 36, N. Y.-LA. 4-5050 SPONSOR WHAT TV FEES DO TO AGENCY PROFITS p. 25 New tool saves THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE t||||e for busy buyers p. 34 3 DECEMBER 1962— 40c a copy / $8 a year . ii r. o TTt^ S3 \962 C/?a/7/?e/ 2 mea/?s BUSINESS! $n the Sfcmd o{ oUiCfc and 3$oney! GREEN BAY, WISCONSIN HAYDN R. EVANS, General Manager • Represented by H-R Television, Inc. 20% of the food distributed through Houston warehouses is consumed by families in Beaumont/Port Arthur/ Orange. If your spot television budget is based on wholesale distribution figures in Houston, you're missing one-fifth of the consumers. If you put your television dollars on any other station in the Beaumont/Port Arthur/ Orange market, you're missing 43% of the Viewers ^*i'r' pe'ers Griffin Woodward CBS KFOM-TV CHANNEL 6 G REATER hiladelphia IE MAGAZINE FOR EXECUTIVES SYMBOLIZING THE WAY RADIO STATION WIP COVERS THE COMMUNITY. STA- TION VICE PRESIDENT AND GENERAL MANAGER HARVEY L. GLASCOCK IS PHOTOGRAPHED FROM AN ELEVATED PERCH UNDER THE NEW MANAGEMENT OF METROPOLITAN BROADCASTING. WIP. THE CITY'S OLDEST RADIO STA TION. IS SEEKING TO BE A DOMINANT FORCE IN LOCAL BROADCASTING WIP PIPES A LIVELY TUNE AT FORTY Philadelphia's community-minded pioneer radio station, acquired two years ago by Metropolitan Broadcasting, is out to become a dominant force in its market. PAULSEN & GLASCOCK When it was over, 113,000 postcards RUST & LEAMING On tape: Immediacy, authority "Dadio," observes Harvey Glascock, "is an emotional 1 thing. A viewer can rattle off the names of his favor- ite television programs but he's fairly indifferent about which channels carry them. On the other hand, radio audi- ences identify personally and strongly with stations, dote on them or get sore at them, depending on their own tastes and how well a station's programming satisfies them." Glascock speaks with authority. As vice president and general manager of Philadelphia radio station WIP it's his job to ardently woo the biggest audience he can attract, and the rating services indicate he is doing an impressive job. Although radio's product line is intangible and ephem- eral entertainment, there's no doubt that producing the sound is big business for many radio stations including WIP and its New York-headquartered corporate parent. Metropolitan Broadcasting, a division of Metromedia Inc., which rang up $50 million in sales last year for its radio, television and billboard empire. New directions. WIP, Philadelphia's first radio station, started 40 years ago in the music department of Gimbel Brothers department store with the hope that crystal set owners would be intrigued enough by the signal to come and look at the transmitter and, perhaps, buy a piano while they were there. A half hour after WIP started broadcasting, Strawbridge's had a station on the air and other department stores quickly followed suit. The phe- nomenon might not have sold many pianos, but it quickly demonstrated that radio was more than a novelty. Today 21 area radio stations cover the dial. The busi- ness nationally grosses over $600 million. A sign of radio's increasing value is evidenced by the $2.5 million figure that former station manager Benedict Gimbel Jr. (now a Metromedia director) and a syndicate of investors paid Gimbel Brothers for WIP in 1958, and the subsequent $4.5 million the syndicate received from Metropolitan Broadcasting when it acquired the station two years later. Vice president Glascock feels that the property is worth much more today on the current market, but Metropolitan, of course, has no intention of selling it. Indeed, WIP has become, under Glascock's guidance, one of the most valuable radio properties in the country. The station has upped its audience by 25%. Declaration of independence. WlP's method of op- eration has no parallel with conventional network radio operations. Metromedia president and board chairman John W. Kluge insists that each one of the properties owned by Metro be independently managed in its own community (much the way newspaperdom's Sam New- house runs his publishing empire). Thus, each station in the chain is able to develop the format that its local management thinks will best serve its market. Kluge's organization is consequently one of the most diversified in the communications field. It includes television outlets in Washington, Kansas City, New York, Sacramento. Peoria and Decatur, 111. In addition to WIP in Philadelphia, it also owns radio stations in New York, Cleveland and Kansas City. Metromedia's WRUL in New York is the only commercial American radio station which specializes in transmitting to the European and South American market. Rounding off the Metromedia operations, at least for the present, is the sprawling Foster and Kleiser, the largest outdoor advertising operation on the West Coast. When Metromedia acquired WIP two years ago it brought Glascock in from Cleveland where he had built up the firm's WHK to the number one station in the market, gave him a free hand to do what he thought necessary in Philadelphia to develop the new property. Glascock was determined to make the station a dominant I force in the Philadelphia market. He became intrigued I with the potential of delivering buying power rather than I numbers, and, with the help of program director Varner | Paulsen and his staff, evolved the concept of program- ming for an audience between 18 and 45 years old. '"people in the age of acquisition who are in the process of spending most of their disposable income." To win such an audience is easier said than done. WIP had to evolve a programming policy that would attract it. and all the business acumen in the world is of little use without a flair and an instinct for entertainment values. Since the advent of TV, radio has changed considerably. In the pre-video days music was usually put on the air to fill time. But currently radio stations broadcast music and news almost exclusively. The big programming questions today: What kind of music? What kind of news? Glascock and his staff eventually decided that to reach the adult audience it wanted, it must evolve a concept of music programming not available on the Philadelphia dial. "Our music is popular music," observes music pro- gramming director Dick Carr. "It's not the heavy, rhythmic beat at the lowbrow end of the field nor is it the complicated arrangements of progressive jazz at the highbrow end. And just as important, it must be current." Glascock and Paulsen monitor each of the 300 single records and albums that are released every week, check music trade journals (to see what people are currently paying to hear), to make their selections. Depth is added by blending a balanced number of older popular standards which have been carefully pre- selected. The sound Of news. The news operation is just as painstakingly planned. Paul Rust, the station's news di- I rector and a newsman for 20 years, points out that since i the WIP audience is adult, it is interested in what is going I on in the world. The station broadcasts at least five : minutes of news on the hour and news summaries on the I half hour. Instead of tailoring the news to cut and dried ji time segments, the station will expand its coverage when important news is breaking. But the WIP signature is I most apparent in the sound of the news. The station has I beeper tape recorders hooked into telephones in its news room and portable tape recorders for street assign- I ments. Instead of depending on its wire service, WIP adds I human interest and authority by airing reports directly I from the newsmakers themselves. One recent international I scoop was an exclusive interview with one of the fishermen I picked up by Castro's navy off the coast of Cuba last I spring. Rust had his department bombard Cuba with calls until they got through to one of the captives, recorded I the report that the party was unharmed and would be < released shortly. The taped segments can be as short as 30 seconds but I they bring an immediacy and intimacy into radio news. Rust has been able to integrate as many as nine separate taped reports into a five minute news show. In addition to its own news resources, WIP gathers (and | feeds back) news from the 1 1 other radio and TV stations I in the chain and uses the reports of correspondents in Metropolitan's Washington news bureau. World view. The station's major public affairs pro- I gram is a Sunday feature "World in Perspective." Pro- • duced by Rust, it deals with problems which range from the plight of the schools to political corruption. One recent show on narcotics addiction won the nationally-prized I radio journalism award from Ohio State University. The public affairs programming blossoms out on WIP's FM channel. Generally, the FM band is used to simulcast AM programming but the station, through the Metropolitan Broadcasting network, is able iu pick up many additional features. The famous "debate." for example, between Soviet party chairman Nikita Khrushchev and David Susskind (a star of Metropolitan's WNEW-TV in New York) was rebroadcast in toto here. During the Congo crisis at the United Nations, WIP-FM carried the full discussion from the UN assembly floor. And WIP-FM was possibly the only station in the world that carried the full transcription of the recent Eichmann trial in Israel. Glascock hired an engineer to record the whole trial and the English translation, presented the tapes, after airing them, to an appreciative Library of Congress in Wash- ington. Congresswoman Kathryn Granahan was impressed enough to read a commendation for the broadcast into the Congressional Record. On the square. Like its programming, WIP's physical plant has been revamped and spruced up. Early this year, shortly before its fortieth anniversary, the station replaced dated radio equipment with the most modern, transistorized equipment on the market, moved mike and baggage from the Gimbel Building to elegant, historic Rittenhouse Square. "Our uptown move puts us in closer rapport with the com- munity, both physically and psychologically," Glascock observes, gazing out over the sea of greenery below his window. Shortly after its move, good neighbor WIP par- ticipated in the annual outdoor Rittenhouse Square Art Show by offering the biggest purchase prize for the paintings that are exhibited every Spring. And it added to the panoply of the Easter Parade which terminates in the Square by providing, to the delight of the youngest paraders, a chap in an oversized rabbit suit who gave out 3000 balloons. But the image of a station (and radio people are very conscious of the concept) rests with the voices that go out over the air. WIP has eight major personalities: their average time stint: Four hours. "You could get all of our radio personalities into a taxi without too much trouble," wryly observes program director Paulsen, "but we've got 60 people on our station staff. So these handful of personalities, what they do and say, is going to set the tone for our entire operation. To our audience, they are WIP." The voices. "Running a radio station is a lot like running a baseball team." adds Glascock. "We have a talented group that works together. Each man knows the music he's playing, is aware and concerned with the com- munity, and the world around him. He has to be likeable — the kind of person you'd like to have as a guest at your house and invite back — because that, in essence, is where he is — in your living room, or car, or wherever you turn on your radio. "And just as important, he has to be a fine salesman." Dean of the eight-man crew that maintains the round- the-clock vigil over WIP's turntables is dry, witty loe Mc- Cauley who started with the station 20 years ago as "pilot" of the Dawn Patrol. Philadelphia's oldest all-night pro- gram. McCauley has since been switched to the key morning (six a.m. till 10) time slot which draws radio's heaviest audiences, accompanies many listeners in their cars to work. Taking them home at night is Tom Brown, the station's articulate and knowledgeable afternoon man whose familiarity with music has earned him a listing in the American Encyclopedia o( Jazz. The one to six a.m. slot formerly piloted by McCaule\ is now presided over by Dick Reynolds, a confirmed night owl who prefers the shift so he can spend the daylight hours with his family. The Reynolds show is augmented with West Coast sports reports and an open telephone line that Reynolds uses to chat over the air with listeners. The junior partner of the WIP air staff is Jim Tate (no rela- tion to Philadelphia's mayor) who has the tour hour seg- ment before Reynolds. Tate's show is the only one which plays record requests, has a heavy college audience. Shep- herding the late-morning, early afternoon segment when the station picks up a large portion of women listeners is Marty O'Hara, a specialist in off-beat news and homemak- ing items. Chuck Dougherty, a former sportscaster turned disk jockey rides the evening hours from 6:15 to 10. Reporting on sports through the day are WIP sports director Jim Learning and Pete Retzlaff. WIP is one of the few area stations that has its own sports department. Learning, who sportscasts local games for national tele- vision, is probably the most versatile man in his field in the area, has broadcast basketball, racing, track and foot- ball in the area for over a decade. This fall he will do the play-by-play announcing on the Princeton football games which WIP will carry on Saturdays. Retzlaff, his companion in the department, is the star end for the Philadelphia Eagles and just as much a pro in front of the microphone. He started as a Monday morning quarter- back, recapping the Eagles games on the station, was so impressive that WIP added him to its regular staff. Sponsor Strength. Merchandising savvy and a buying audience have kept the cash register ringing for WIP. "Last year was the biggest year for the station since I've been here," says sales manager Robert Mounty. Mounty and his sales staff have built a fanatical follow- ing of sponsors. General Motors Acceptance Corporation and Alcoa Aluminum, for example, use the station ex- clusively in their local radio buys. "Broadcast Advertisers Report shows we do business with more sponsors than any other area station," Mounty observes. "They don't buy us just because we're nice guys. They buy because we get them results. A local Peugeot dealer sold 40 cars as a result of a weekend campaign on WIP." Mounty says that the firm's strong signal gives it added mileage in the sales department. About 80% of listener mail comes from the suburbs and exurbs. Station executives claim the signal is the most penetrating in the area. All stations operate under power maximums allocated by the FCC. WIP's signal and its tower location in Bellmawr, N. J. give it a coverage which extends up to Stroudsburg in the North, past Lancaster to the West and includes all of New Jersey south of Newark. A Nielsen study made for WIP last year indicated that the station's signal reaches 24 counties — 20% more than its nearest competitor and that the station ranked first or second in almost 75% of these counties. Merchandising assistance is a big selling point in radio, explains WIP sales promotion manager Bill Mayer, who was formerly an on-the-air personality, got into the management end of radio four years ago. recently joined the station. WIP's reputation in food merchandising, an operation directed by Jack Faber, an ex-food broker who has been with the station for 10 years, has brought it busi- ness from all over the country. Just this summer the Avo- cado Council of California invested more than half of its local radio budget with the station to promote area con- sumption of avocados. WIP merchandisers persuaded area MOUNTY, MAYER & BROOKS The signal is strong restaurants and hotels to use avocados on their menus, and convinced supermarkets and produce stores to stock and prominently display what had always been a poor seller in this market. The promotion was so successful that within a week the price of avocados here jumped $2 a case and many wholesalers frantically tried to keep up with the demand. Show biz. Radio's spectacular results stem from the fact that it can attract large audiences. Basically, radio is still show business. And WIP, perhaps more than any other local station, gets the glow of the midway in its promotion. "I've been in radio for 16 years and I still find it exciting." admits Glascock. "We try to get that feeling of fun and excitement through to our listeners." Planning WIP publicity is astute, sentimental Joe Brooks. In Brooks's view of life, just about every day is a holiday and every holiday calls for some sort of contest or stunt in which the audience gets a chance to be involved. Just last month WIP ran a two week contest that offered a $12,000 summer home in New Jersey to the person whose post card entry was randomly selected from among all the cards mailed in. Station executives planned to use the promotion as an indication of the station's pulling power, expected to get 80,000 entries. On August 18th when the contest was officially over, WIP had received and tabulated a whopping 113,349 post cards. WIP's public service programming has to serve this vast audience. It can range from such pedestrian concerns as weather reports to such remote ones as locating a donor with a specific blood type for an emergency trans- fusion. Generally, in its public service menu, WIP concen- trates on essentials. It has developed an elaborate system of ground reports on traffic conditions in the area during peak commuting hours, supplements these with weekend reports on Jersey shore route traffic radioed in from its own airplane with Paulsen at the mike in the cockpit. A community bulletin board programs announcements about civic meetings, charity bazaars, school get-togethers and social events across the Delaware Valley. Shoulder to the wheel. The station is proudest about two recent fund drives it conducted. One raised $6,000 for seven young Levittown girls orphaned by an automobile accident. The other helped raise $28,000 to send the Bonsall Band of the American Legion to perform in a world band concert which was held in Holland last month. WIP was the only local radio station to participate in the campaign. One of the leaders of the drive, N. W. Ayer's Kenneth Slifer gratefully declared that "your broad- cast appeals every other hour around the clock for two months was magnificent assistance. You (deserve) a generous share of the credit" for the success of the drive. Another booster of WIP's public service programming is Lit Brothers' executive Samuel Cohen who is heading a drive to acquire the downtown Philadelphia site and rebuild the house where Thomas Jefferson wrote the Decla- ration of Independence. A hot dog stand now occupies the spot. Working with Cohen, WIP enlisted the aid of Metromedia to provide billboard space, develop an infor- mational kit. transcriptions and film clips so that radio and television stations across the United States can help par- ticipate in the drive to restore the Jefferson House. WIP is completing arrangements with the American Legion to lend its support on a national basis. Before the project is over, $200,000 must be raised, Congress has to be persuaded to go along, the U.S. Department of the Interior and the National Park Service will have to become involved, the plans for the original house will have to be pieced together through historical research, and authentic furniture acquired to stock it. "It's a staggering project," concedes Glascock. "But then, radio is an industry with staggering opportunities." ■ ■ r 0 OhjjWQjjjjSubofeatit... Picture stories come to life on Scotch^ brand Live-Action Video Tape! The same vivid sense of "it's happening now" that makes a video taped drama grip the viewer's attention, works for added believability in com- mercials carried on "Scotch" brand Video Tape! The reason for this exceptional sense of "pres- ence" : compatibility of picture source and the picture itself. Both are electronic and give the viewer an image that involves no compromise. For black and white tv, "Scotch" Video Tape provides a wide, expanded gray scale for gradual transitions from absolute black to absolute white. For color, the superior picture quality of video tape is even greater. Highest fidelity sound adds to the true-to-life impression. And the sharp video tape original can be duplicated with excellent copies or with kines made from the master tape. Tape has many favorable facets for the pro- ducer of network shows, for the advertiser and agency making commercials, for local program- ming and closed circuit applications. Immediate playback means mistakes can be spotted and cor- rected at once. An almost limitless number of special effects can be achieved instantly by push- button: others are done relatively easily, and never involve lab work and the long wait. "Techniques of Editing Video Tape" is the name of a booklet that offers a sampling of ideas used by video tape editors to build shows from tapes, create special effects . . . tells of techniques that make editing easier. It's free . . . just write. Magnetic Products Division, 3M Company, Dept. MC'K-122. St. Paul I. Minn. "SCOTCH ' AND THE PLA;D DESIGN ARE REGISTERED TRADEMARKS OF MINNESOTA MINING A M A MJ F A C TURING CO ST PAUL I MINNESOTA £ttP0fi' 99 PARK AVENUE NEWVORK NY IN CANADA. LONDON ONTARIO. £'962. 3M CO. magnetic Products Division 3m mm comPANY SPONSOR/3 DECEMBER 1962 wsal/l, and still in the nation's 21st markejt UiNUINNmTi ^CALL robert e. eastman & co., inc. He'll prove it to you with the latest Pulse and Hooper Figures! JUPITER BROADCASTING RICHARD E. NASON- PRESIDENT, On Madison Avenue . . . Michigan Boulevard . . . Peachtree Street . . . Wilshire Boulevard . . . wherever time-buyers gather, from coast to coast — the word's around that soaring WSAI is #1* in CINCINNATI. w/sai LEE C. HANSON -GENERAL SALES MANAGER. SPONSOR/3 DECEMBER 19(32 'SPONSOR 3 DECEMBER 1962 Vol. 16 No. 49 SPONSOR-WEEK / News P. 11 Top of the News p. 12, 14 / Advertisers p. 52 / Agencies p. 52 , Associations p. 53 / Tv Stations p. 54 / Radio Stations p. 54 / Fm p. 58 / Networks p. 60 / Representatives p. 60 / Film p. 60 / Public Service p. 60 / Equipment p. 62 / Station Transactions p. 62 SPONSOR-SCOPE / Behind the news P. 19 COMMERCIAL COMMENTARY Smith-Hiss P. 16 KEY STORIES WHY TV FEES ARE AN AGENCY PROBLEM / Advertising agency profits have been diminishing. Television has been chopping away .11 profits, some industry observers say. p> 25 THE WIZARD OF TV'S 1962-1963 SEASON / The ad director of General Foods scored an unprecedented tv coup when all six ol his shows landed in the top 15. What's his secret? p_ 28 DO YOU UNDERSTAND RATING SYSTEMS? / Advertising Research Foundation's booklet, "Intelligent Man's Guide to Broadcast Ratings," points out uses of ratings, systems. p_ 30 PLEASE SAY IT AIN'T SO, JOE! / A gentle jab at Curtis president Joe Culligan, pressed by an old broadcast pal who couldn't believe he'd give up radio/tv for that other medium. p_ 32 BUYERS EXTOL SPOT RADIO TIMESAVER / AM Radio Sales tool gives quick answers on top 50 markets. Timebuyers sa) the expediters are perfect for meetings and homework. p_ 34 WALL ST. JOURNAL'S NEW AD ACCENT / The Journal aims to attract commuting businessman and adman who influences space-buying deci- sions; sponsors special commuter reports on radio. p_ 38 TV IS NOT JUST FOR BIG BUSINESS / Omaha paint firm lakes to tv and triples business in one month. Owner moves from painter to busi- nessman and doubles staff. p_ 39 SPOT SCOPE / Developments in tv /radio spot P. 51 TIMEBUYERS CORNER / Inside the agencies P. 42 WASHINGTON WEEK / FCC, FTC and Congress P. 55 SPONSOR HEARS / Trade trends and talk P. 56 DEPARTMENTS 555 Fifth p. 6 / 4-Week Calendar p. 6 / Radio/Tv Newsmakers p. 58 Seller's Viewpoint p. 64 SPONSOR ® Combined with TV (R). U.S. Radio at). LT.S.FM fc Executive, K.i i.ii. Circulation, »»1— ,% Advertising Offices: 355 I'ittli Ave., New York 17. 213 MUirav Hill 7 8080, Midwest Office: S12 N .'Michigan Ave., Chicago 11, 312-664 1.166. Southern Office 861! Eighth Lve So., Birmingham .".. I ilk) 205-822-6528. Western Office: 60] California ive., San BYanclsci 8 115 XV 1-8913. Los Angeles I'l™ « phone 213-464 8089. Printing Office: :'.ll Kim Lve., Baltimore 11, Mil Subscriptions: U s. Us a S\° year. Canada $9 a year. Other countries $11 a year. Single copies 10) Printed ISA Published weekly. Second class i">>t;iiu' paid at Baltimore; Md. (Pi 1962 SPONSOB PubllcaUons Inc. IN THE TWIN CITIES IS THE FIRST NAME FOR ROD TRDNGARD GIVES YOUR MESSAGE HEADLINE IMPACT! News scoops didn't disappear along with the corner-boy's once familiar shouts of "Wuxtry!" Thanks to radio, first-in-frint is now spelled first-on-tke-air. The news "beat" is here to stay, and Twin Citians identify it with the voice of ROD TRONGARD, WLOL News Chief. Rod's hourly newscasts (on the half-hour teo during morning driving time) sparkle with the insight of the born reporter. WLOL's exclusive AIR WATCH Traffic Reports are a "must" for motorists. And Rod Trongard's twice-a-day INSIDE LINE fea- tures direct (and sometimes jolt- ing) interviews with the people who make the news. Your com- pany's product can win headline prestige too — through WLOL news sponsorship or adjacent spots. WLOL MINNEAPOLIS • ST. PAUL 5,000 WATTS around the clock • 1330 kc iiiiliiillliiluililiiiiuiilliiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniii inn nullum iiiiiiiiiiiiiiiimini WAYNE'RED' WILLIAMS Vice-Pres. 6 Cen. Mgr. Larry Bcntson, Pres. |oe Floyd, Vice-Pres. Represented by AM RADIO SALES — CZEEfl Midcontinent Broadcasting Group WLOL am. fm Minneapolis St. Paul; KELO-LAND tv and radio Sioux Falls. S. D.; WKOW am and tv Madison, Wis.: KSO radio Dcs Moines SPONSOR/3 DECEMBER 1962 '555/ FIFTH Letters to the Editor REP BROTHER ACT I noticed in the article "The Reps Come Up With a Brother Act" (12 November) that the representatives have finally tome up with a brother act in the Big City. Without going into any research project and just thinking about the Weed organization, it occurred to me that several years ago Ed Barry worked for me in Chicago and one of his brothers worked for a firm also in Chicago known as Free & Peters. Also up until a year or so ago, Frank Saracene worked for Weed Television Corp. here in Chi- cago, and his brother Don was and still is working with an outfit called Blair. As you know, my brother Joe has been in the representative busi- ness since 1933 and I joined him a year later. C. C. WEED, v.p., Weed Radio Corp., Chicago. SPANISH MARKET In the 5 November issue of sponsor was one of the finest special reports of the Spanish language market that I've had the opportunity of studying. However, I am miffed by the ex- clusion of KLYD in Bakersfield, Cal., on your checklist of radio sta- tions carrying Spanish language programing. Your footnote states that the list is based on reports fur- nished to sponsor by representa- tives and field personnel and may not be inclusive. To our knowl- edge, we have responded to every questionnaire submitted by sponsor, and feel that this exclusion is more than just disturbing! KLYD has had the leading Span- ish personality and program since its inauguration in 1958. KGEE, the station listed for Bakersfield, has always been, and remains the second team in Spanish program- ing. (There are only two.) We are aware that there is noth- ing to be done about this gross omission now, but certainly hope that KLYD will not be mistakenly overlooked and neglected in the future. BILL WALKER, general manager, KLYD, Bakers- field, Cal. • Station KLYD is correct: SPONSOR'S list was not claimed to be inclusive. Its publica- tion has spurred a flow of additional informa- tion, which should be of use to agencies and advertisers who may be interested in Spanish- speaking stations. NEGRO ISSUE You really did it this time! The 1962-63 negro markets of the u.s. is splendid. Great improvement. Really captures the excitement of gill IlllllllllllllllllllllllllllllllllllllllllllllillllllilllU^ ^M WET IT If f*AI FWHAR DECEMBER NBC Radio and Tv Affiliates meeting: B Americana Hotel, New York, 4-5. American College of Radio second an- nual Chicago awards banquet: Con- rad Hilton Hotel, Chicago, 7. J Academy of Television Arts & Sciences Sj meeting: Hollywood (place to be an- H nounced) , 10. Feature: BBC docu- mentary film, "Television and the World"; panel discussion: Hollywood Palladium, 19. FCC Chairman New- M ton N. Minow will participate with other industry leaders in discussion of "What Is Right and What Is =j Wrong with Television." H Assn. of National Advertisers first crea- tive workshop: Hotel Plaza, New York, 11. Subject: management tech- niques in using creativity in adver- tising. Southern California Broadcasters Assn. 25th anniversary banquet and Christ- mas party: Beverly Hills Hotel, Bev- erly Hills, 12. FCC Commissioner Robert Bartley will be guest of honor. International Radio and Television Society Christmas party luncheon: Roosevelt Hotel, New York, 18. American Marketing Assn. annual win- ter conference: Hilton Hotel, Pitts- burgh. 27-29. Theme of the confer- ence is "Marketing in Transition." Information and registration mate- rials may be obtained from the American Marketing Assn., 27 East Monroe St., Chicago 3, 111. this dynamic and astonishing growth market. LEONARD STEVENS, vice president and radio/ tv director, Weightman Advertising, Philadel- phia. ^Illlllllllil Your Negro Issue (22 October) was brought to my attention by jack Francis of SESAC, Inc. I take this means of congratulat- ing you on such a wonderful issue and commend you and your staff on your forethought in publishing this magazine. BILL SUMMERS, president, National Assn. of Radio Announcers, Louisville, Ky. DRUGS AND SPOT RADIO Would you be so kind as to send us five reprints of the article "Drugs: Why Spot Radio Can Help" from your 12 November issue? We take this opportunity to com- pliment you on the very fine article. NORMAN MATTHEWS, commercial manager, WDIX, Orangeburg, S. C. HANDY REFERENCE Genuine compliments are always nice. They seem to be perpetually rationed, and so I want you to know how much I personally ap- preciate your 5-city tv/radio di- rectory. It's been one of the han- diest references I've used. We've stocked our RAB offices with the 1963 edition, and I'm sure we'll all benefit immeasurably. HARRY H. AVERILL, Radio Advertising Bureau, New York. MOGEN DAVID WINES IN SPOT TV I note in your 15 October issue, you point out that Mogen David Wines is back in spot television this season after an absence of a few years. Just to set the record straight, Mogen David has, since the fall of 1961, been back in spot television in a big way. HENRY I. SHERRY, account executive, Edward H. Weiss & Co., Chicago. BOB AND RAY The article "The Daft, Wacky World of Bob & Ray" (29 October) was superbly written and very in- formative. If these issues are avail- able, we would appreciate your sending them to us as soon as pos- sible. SHELDON ENGEL, general manager, KALF, Mesa, Ariz. SPONSOR/3 DECEMBER 1962 WGR-TV reaches more homes than the 7th U. S. Market WGR TV's Power reaches a combined total of 1,603,500 TV Homes. BWGR-TV's Powerful Signal reaches 747,500* television homes in a U.S. market where the buying income is over five and a half billion dollars. JWGR-TV's Powerful Signal reaches 856,000t television homes in a Canadian ■" market, including Toronto, where the buying income is nearly six billion dollars. TELEVISION WGR-TV Buffalo-Niagara Falls WDAF-TV Kansas City KFMB-TVSan Diego KERO-TV Bakersfield WNEP-TV Scranton-Wilkes Barre RADIO KFMB and KFMB-FM San Diego WDAF and WDAF-FM Kansas City WDOKAM and WDOK-FM Cleveland WGR and WGR-FM Buffalo The combined population and purchasing power is more than the seventh largest market in the U.S. You cannot afford to overlook these two great markets and the one station that reaches them both best. WGR-TV. ♦ American Research Bureau, November 1962. fCanadian Broadcast Bureau of Management, 1962. WGR-TV • CHANNEL 2 • NBC • BUFFALO-NIAGARA FALLS, NEW YORK • A TRANSCONTINENT STATION Represented by (EdwirdlPetry 4lCo . Inc 1 LaTJ TRANSCOHTINENT TELEVISION CORPORATION SPONSOR/3 DECEMBER 1962 380 MADISON AVENUE, NEW YORK 17, N. Y. J0< *&F:' One more for the President.. his San Francisco schoolboy isn't lOing to be a "Soft American." 'hen President Kennedy charged lat too many young Americans ere neglecting their bodies, tost of the country took his ords to heart. How could his call \ > action best be answered? . was answered by San -ancisco's KGO-TV— one of the ve ABC Owned Television tations— in the community spirit lat all these stations are untinually displaying. onceived by KGO-TV, the -ormula for Fitness" program doing much to raise the andards of physical education i Southern California. his program was launched ist March with an hour-long ocumentary discussion of le falling off in the physical ondition of our people. continued, next day, with the rst of a long series of hysical training emonstration programs, cripted and produced y 38 school districts in the San rancisco Bay area. Each emonstration lasts 10 minutes. Fifty are now being rerun. This particular public service project is just one example of the way each ABC Owned Television Station is assuming vigorous leadership in community affairs. Undertaken in the same spirit, for instance— and presented with equal excitement-is WXYZ-TV's "Junior Sports Club" program in Detroit. This Saturday afternoon feature won the 1961 National Recreation Association Award for outstanding TV reporting in the field of physical recreation. Or witness WABC-TV's "High School Sports"-only TV coverage of these sports in the New York area. And KABC-TV's "Matter of Life" in Los Angeles, a program on heart research. And WBKB's anti-influenza drive in Chicago— a reminder to viewers to get their "shots" before the winter's predicted epidemic. Today, all ABC Owned Television Stations are community-slanted. And staffed with enthusiastic, imaginative people. All five are very much alive. iBC OWNED TELEVISION STATIONS/New York's WABC-TV/Chicago's WBKB/Detroit's WXYZ-TV/San Francisco's KGO-TV/Los Angeles' KABC-TV WKRG'TV Mobile — Channel 5 — Pensacola AAOBfLE. **NSAC©*,A 10 WKRG-TV delivers 100% more TV homes, 9:00 AM to Midnight, than either Station A or Station B in Mobile-Pensacola. ARB, June, 1962. Effective Immediately Call H*R TELEVISION, INC or C. P. PERSONS, JR., General Manager SPONSOR/3 DECEMBER 1962 'SPONSOR-WEEK Top of the news in tv/radio advertising 3 December 1962 SEASON'S FIRST NETWORK CASUALTIES REPORTED Program changes to begin in December or January, the first of the 1962-63 season, were announced last week by all three tv networks. ABC TV will drop Roy Rogers at Saturday, 7:30-8:30 p.m. and move in Gallant Men which will be replaced at 7:30-8:30 p.m. Friday by Winston Churchill and Father Knows Best, but these will not be replaced at 6:30-7:30 p.m. Sun- day, so the time will be recaptured by the stations. In addition, a new Warner Brothers show, The Dakotas, will replace Cheyenne at 7:30-8:30 p.m. Mon- days. CBS TV will drop Loretta Young at Mondays, 10-10:30 p.m. and will probably replace it with Passivord. Tzvi light Zone returns at 9-10 p.m. Thurs- day, moving The Nurses back to 10-1 1 p.m., shifting Alfred Hitchcock to Fri- days, 9:30-10:30 p.m., and taking Fair Exchange, now in that slot, off the air until March, when it returns as a half-hour. NBC TV will drop It's a Man's World, 7:30-8:30 p.m. Monday, Saints and Sinners, 8:30-9:30 p.m. Monday, and start another network feature film, using 20th Century Fox pictures. But NBC denied rumors it was moving The Price is Right from 9:30 p.m. Monday to Friday, replacing Dont Call Me Charlie; Lorillard is in former show and B&.-W controls latter's time period. NBC, ABC DISAGREE WITH COLLINS ON CIGARETTES Last week NBC and ABC issued separate formal statements in which they disconnected themselves from the unofficial views expressed earlier by NAB president LeRoy Collins on tobacco advertising. (For background, see SPON- SOR-WEEK, 6 November, p. 11.) CBS made no statement, but said the NAB Code organization was the place for it to be discussed. The next code meeting will take place 1 1 December in Washington. Last week in Augusta, Maine. Collins said his remarks delivered in Portland, Oregon, were intended specif- ically to refer to teen-age smoking, not among adults. 7 OF 8 NBC TV POST-SEASON GAME SOLD OUT NBC TV has sold out seven of its eight post-season football games and the eighth is already half sold. Five of the eight shows will be in color. Sponsors in the various games include Remington Rand, Bristol-Myers. General Cigar. Gillette, Chrysler, R. }. Reynolds, Colgate, Savings and Loan Foundation. Phillip Morris. Ford. BfcW, UMS. Georgia Pacific. Whitehall, LvM. Carter Products, and regional sponsors. NBC AFFILS WANT TO DISCUSS PROGRAM CHANGES It's understood that one of the subjects of interest to NBC TV affiliates, meeting this week in New York, are the recent program changes announced by the network, including a second movie night. NBC has announced that Robert Sarnoff will deliver a major address to the tv affiliates. JWT v.p. Richard Jones will address the radio session on the rebirth of the medium. SPONSOR/3 DECEMBER 1962 11 'SPONSOR-WEEK Top of the news in tv/radio advertising (continued) AGENCIES SUFFER DECLINING PROFITS Advertising agency profits have been declining lately, and observers such as 4A's president John Crichton believe that heavy tv activity costs are one of the factors. (For story, see p. 25, this issue.) CBS TV AFFILIATES BOARD TO MEET The regular fall meeting of the CBS TV affiliates board of directors and net- work executives will take place this week, 4-6 December in Palm Springs. L&N ESTABLISHES LONDON AGENCY Lennen & Newell last week established a London agency, Crossley, Lennen & Newell, Ltd., of which it will own half. Earlier this year L&N made its first international move, opening an office in San Juan, PR. STATION WAGES UP 7% IN TV, 4% IN RADIO The NAB last week reported that average station wages increased 7% in tv and 4% in radio since two years ago. The largest increase was that of tv news di- rectors, 11.3%. In radio the largest increase was for continuity writers, 6.1%. Average department head wages in tv were $276 in sales, $196 in engineering, $192 in programing, $167 in news, and for salesmen, $176. Radio department heads earned an average $174 in sales, $122 in programing, $118 in engineer- ing, $111 in news, and salesmen earned $124. Y&R ASKS REPS FOR STANDARD AVAILS FORM Y&R, which has made its Univac computer operational in tv spot buying, is asking station representatives to follow a standard form in submitting avail- abilities, and to observe buyer's deadlines. It is hoped that the computer, by removing much of the arithmetical paperwork of tv spot buying, will make overnight decisions possible, which will be of benefit to clients, reps, and agen- cies alike. (For story, see p. 29, this issue.) LOW-PRICE UHF CONVERTER OFFERED A single channel uhf converter selling for under $10 is being sold by DE, it was announced last week by KMEX (TV) , channel 34, Los Angeles. NEW SPONSOR EDITOR TO BE NAMED lO DECEMBER Successor to John E. McMillin, editor of sponsor and head of editorial activ- ity for the past four years, will be announced in the 10 December issue. McMillin, whose outstanding analysis, writings, and speeches have attracted wide attention, will continue at sponsor as columnist. He will also engage in special projects. He opens his office as a consultant to the industry on 2 Jan- uary and will specialize in the field of broadcast editorializing. SPONSOR-WEEK continues on page 14 12 SPONSOR/3 December 1962 ^fc LllilLJ Yw WW LI CHANNEL *% i X if S, .- -. '-tbetk \ a statement of WWLP & WRLP SPRINGFIELD — MASS. — GREENFIELD (Television in Western New England) by William L. Putnam The Federal Communications Commission continues to hear on its shoulders a great responsibility to both the UHF industry and the public in general. Speaking for UHF operators we submit that after the welter of political wheeling-dealing which reduced the commission's avowed inten- tions of expanding the public's television serv- ice via necessary deintermixture to a shamble, the FCC owes a great obligation to see that strong and effective rules guaranteeing out- standing standards of performance for all channel receivers are initiated and adhered to. The public has been led to believe that the new all channel receivers will accomplish the same service that they would have received had deintermixture not been turned into the politi- cal football it finally became. The FCC, in its deal with Congress, has al- most guaranteed the American public that the new all channel set law will provide TV serv- ice comparable to that which deintermixture would have provided. Consequently, the FCC should take steps to insure the very best of materials and the high- est degree of quality in the standards to be set for these all channel sets. Any standards less than the best will only serve to encourage second rate set production and hence perpetuate second class competitive nationwide television service. The commission has already and repeatedly made compromises detrimental to the eventual fulfillment of UHF as a truly competitive serv- ice. Now is the time for the FCC to fully live up to its pledges by establishing and insisting on only the finest possible production standards for the new all channel television sets. Represented nationally by HOLLINGBERY SPONSOR/3 DECEMBER 1962 13 'SPONSOR-WEEK Top of the news in tv/radio advertising (continued) TELSTAR CONKS OUT The experimental Telstar satellite stopped communicating early last week, and technicians did not know whether it could be used again. In any case, the experimental satellite has well performed the tasks assigned to it, the most spectacular of which were the 47 trans-Atlantic live tv transmissions. The next tv satellite, Relay, is to be launched 10 or 11 December. JERRY LEWIS TO STAR IN 2-HOUR ABC TV SHOWS Next fall Jerry Lewis will have a weekly two-hour show on ABC TV. Trade reports are that the show will move into Saturday night and that the Gillette fights will be moved back to Fridays at that time, but a network spokesman said it was premature to discuss Lewis' scheduling at this time. 'THE TUNNEL' RETURNS TO NBC SCHEDULE An NBC TV special cancelled amidst the Cuban crisis, The Tunnel, has been put back on the network schedule for 10 December. It contains docu- mentary footage on escape from East Berlin. MONDAY NIGHT MOVIES ON NBC TV NBC TV will go into Mondays 7:30-9:30 p.m. in February with feature films. Like its Saturday movies, the pictures will come from 20th Century Fox. But the price will be lower: NBC paid about $175,000 each for 30 1950-56 pictures a year, including repeats of two-thirds of them, for its two-year Saturday series, but the 16 Monday pictures from 1956-58 will cost a little less and the price includes 100% repeats. In other words, when the repeats are included, the Saturday movies cost about $105,000 a play and the Monday ones about $85,000 a play. (For comment, see SPONSOR-SCOPE, p. 22.) KMSP-TV APPOINTS BLAIR-TV KMSP-TV, Minneapolis, has appointed Blair-TV as its exclusive national rep- resentative, effective 1 January. The station is an affiliate of ABC TV and is a subsidiary of 20th Century- Fox Tv. The present representative of the station is Young Tv. ROY DURSTINE, PIONEER IN AGENCY PROGRAMING, DIES Roy S. Durstine, who died last week at the age of 75, was among the first key agency figures to recognize even before the turn of the '30s the colossal impact that radio portended as an advertising tool. It was during his steward- ship as BBDO president that the agency's program production and timebuying departments ranked in quality and pioneering drive on a level equal to any in the business and that includes JWT, Y&R and N. W. Ayer. Durstine's lead- ership sparked a house output that included the March of Time, Cavalcade of America, the Carborundum Band, the Lucky Strike Hit Parade, Frank Crumit and Julia Sanderson, and numerous name orchestras. SPONSOR-WEEK continues on page 52 14 SPONSOR/3 DECEMBER 1962 No perimeter stations steal a cut of Cleveland's TV coverage. That's why WJW-TV, compared with the top 15 markets, delivers up to twice the spot audiences on a CPMH basis. On prime shows, WJW-TV's CPMH per CM is V2 to '/3 less than the national average. For down- to-earth facts about Cleveland's "big green sky," call your Storer Television Salesman. WJW-TV CBSt in Cleveland. Owjw TV 0 CLE VE LAND LOS ANGELES KGBS PHILADELPHIA WIBG CLEVELAND WJW MIAMI WGBS TOLEDO WSPD DETROIT WJBK storer] NEW YORK WHN MILWAUKEE WITITV CLEVELAND WJW TV ATLANTA WAG A TV TOLEDO WSPD'TV DETROIT WJBK TV BROIDUSJISG COMFUNY SPONSOR 3 DECEMBER 1962 I") 'In the Charlotte market results mean WSOC-TV" . . . Leon Robbins Orkin Exterminating Company's new home office on Piedmont Road in Atlanta will be ready for occupancy in 1963. "Orkin, world's largest pest control firm, is in business to sell pest and termite protection to homes and in- dustry. An important factor in Orkin s amazing growth lias been broadcast. Since the day WSOC-TV went on the air we have scheduled them each year. Results speak for themselves. In the Charlotte market, results mean WSOC-TV." LEON ROBBINS, Adv. Mgr., Orkin Exterminating Co., Inc., Atlanta, Ga. Nearby neighbors get to know a lot about you. Fast. So when you are scheduling in the Carolinas, take a lead from Southeastern advertisers and agencies who know the Charlotte mar- ket best. Go strong with WSOC-TV. You'll like the personal support and follow-through our staff people give you. You'll like the sales our big audience gives you. WSOC-TV is one of the great area stations of the nation. WSOC-TV CHARLOTTE 9-NBC and ABC Represented by H-R Associated with WSB and WSB-TV, Atlanta; WHIO and WHIO-TV, Dayton ^COMMERCIAL COMMENTARY by John E. McMillin Implications of the Smith-Hiss Case Last week, alter the tumult and the shouting over the Howard K. Smith program, The Political Wk <& Obituary of Richard M. Nixon, had died down, I went up to ABC, saw a tape of the show, and had a brief talk with Jim Hagerty. I hadn't caught the program when it was on the air and, though it was easily the most widely reviewed offering of the current tv season, I wasn't quite prepared for what I saw. The Smith-Nixon-Hiss package was actually a dull, tired, routine documentary. It certainly wasn't Howard Smith at his best. Nor did it come within 100 miles of approaching the depth, per- ception and power of James A. (Scotty) Reston's piece on Nixon which appeared in the New York Times after the election. Reston's column was inspired journalism. The ABC TV program was a journeyman job of dealing with a week's top news story. But it was certainly fair. As everyone knows, Hiss appeared for only about two minutes of the half hour, and he said practically nothing. Wild-eyed right-wingers who accuse Smith of "besmirching a great American with the testimony of a convicted perjurer-' are just talking twaddle. Ex-Congressman Jerry Voorhis, also on the pro- gram, did really lower the boom on the ex-Vice President. But Hiss? He was just the little man who almost wasn't there. All in all, I thought the Political Obituary of Richard M. Nixon was a bust, an over-rated, over-publicized clambake, which wasn't helped, in my opinion, by Howard Smith's cornball philosophizing that "Now all Nixon can look forward to is money." But, despite my disenchantment with the program, I've become more and more convinced that the Smith-Nixon-Hiss episode marke I a milestone, a historic milestone, in the development of commer- cial tv. Its implications are enormous. And the entire incident provides a sober warning to every U. S. tv advertiser. The Schick-Kemper betrayal The real villains of the piece were not, of course, Alger Hiss, or Howard Smith, or Richard Nixon, or Jim Hagerty. They were Kemper Insurance and Schick Safety Razor, who both attempted to get out of contractual commitments with ABC because of dissatisfaction with the program (neither was its sponsor). I believe that in this, Schick and Kemper betrayed the entire busi- ness community and the whole cause of private enterprise. They were not only legally and morally wrong. Their rash pig- headedness provided aid and comfort to all the enemies of private business (and there are many in America) and especially to all the enemies of our commercial tv system. I thought Newton Minow issued a fine, strong statement in back- ing Jim Hagerty and ABC on the matter of broadcast freedom. I thought it also significant that President Kennedy went out of his way to support Minow and Hagerty in a news conference com- ment on the incident. (Please linn to page 44) 16 SPONSOR 3 DECEMBER 1962 7 ways to sell them in Philadelphia .when the product is hard-to-sell summer California Avocados. Here's how WIP Radio sells them in con- junction with a heavy radio campaign. 1. Host a luncheon for produce buyers of large food chains. Tell them about the exciting promotions planned. 2. Select a "Miss Avocado." Have her call on food store executives to help boost California Avocado orders. 3. Have "Miss Avocado" speak with restau- rant maitre d's about including Avocado dishes in their menus. (19 were happy to comply). 4. Arrange for eight displays and demonstrations. (Six were sell- outs and sales doubled and tripled). 5. Place stories and feature items in local newspapers and food trade journals to give campaign added excitement. 6. Broad- cast two on-the-air contests to find the best Avocado recipe. 7. Play a major role in these satisfying results: Acme Markets' and Penn Fruit's sales climb 100%. Food Fair increases 100 to 150%, Norristown Whole- sale (150 independents) registers a 200% increase over previous year and Frankford-Quaker Grocers (2500 independents) report a 50% rise. What we're really trying to say is: Nice things hap- pen to people who listen to (and advertise on) WIP Radio, Philadelphia's Pioneer Station. WIP Radio, Philadelphia VEY L. GLASCOCK, V. P. & GEN. MGR. REPRESENTED BY METRO BROADCAST SALES METROPOLITAN BROADCASTING RADIO SPONSOR 3 DECEMBER 1962 17 The case of the split frequency ( or how to keep listeners on their toes ) With the most unique time-shar- ing arrangement in the country, WFAA operates half-time on the 820 frequency, a nationally cleared channel, and half-time on the 570 frequency, a regionally cleared channel — sharing time on both frequencies with our neighbor, WBAP in Ft. Worth. During the full-day's operation, we are both the NBC outlet (on 820, 50,000 watts) and the ABC outlet (on 570, 5,000 watts) with a single set of call letters. Thus we are able to offer two separate coverage patterns and two program formats which you may buy separately, or in combi- nation with an attractive com- bined frequency discount. And you can't hardly find them kind no more (in one market) ! Accrued benefits of WFAA-820 are the power of a clear-channel Class 1-A station coupled with highly responsible newscasting. Some 18 months ago we took a gamble and kicked $150,000 bill- ing off the station. The new format — Southwest Central — has paid off in audience growth and revenue. It's a wise media selection. So is WFAA-570. It has steadily and consistently programmed good, popular music in the belief (now vindicated) that public taste would swing back to it. In the Dallas-Southwest both frequencies are well-known for the jobs they can do independ- ently or in tandem. We have attempted to clarify the split for those outside of our listening area. In addition, we're offering absolutely free (for a limited time only) your personal- ized guide to bigger and better sales in the Dallas-Southwest market. With your name (in gold) on the cover, not ours. Call your Petryman or write directly to George Utley, our station man- ager, for your copy. George Utley, Station Manager WFAA-820-570 AM-FM Communications Center Dallas, Texas Please send me my personalized (gold imprinted) guide to bigger and better sales in the Dallas-Southwest market. (Name) (Title) (Business). (Address) WFAA 820 WFAA-AM-FM-TV Communications Center /Broad- cast services of The Dallas Morn- ing News / Represented by Edward Petry & Co., Inc. 18 SPONSOR/3 DECEMBER 1962 'SPONSOR-SCOPE Interpretation and commentary on most significant tv/ radio and marketing news of the week 3 DECEMBER 1962 / Copyright (962 From reports circulating in top management trade areas it looks as though CBS TV will be playing its current season's rating status to the hilt when it comes time to talk to key advertisers about next fall's commitments. The indications are that the network appraises its roster of prospects more coolly than ever and seeks to fashion the bulwark of its billings from the business of five or six ultra bluechip accounts. Two advertisers that are expected to move into this charmed circle on a massive scale are Procter & Gamble and American Tobacco. As a wedge P&G has a handy bargain- ing asset, namely, its ownership or licensing control of four soap operas which serve as the keystone of CBS TV's afternoon schedule. What this pair's excursion will mean to such accounts as Lever Bros., Colgate, R. J. Reynolds and Philip Morris — all with much of their tv investment currently with CBS TV — could provide food for considerable conjecture. The big stir of the business last week was ABC TV's relinquishment of the Sun- day 6 :30-7 :30 p.m. span to affiliates, effective January, and the problems it im- posed for stations and their reps. For stations it meant rustling up on virtually short notice a weekly hour of syndica- tion and for reps, trying during a comparatively slack period to find buyers for six more commercial minutes a week. The import from ABC TV's position : ( 1 ) it's the first time the network's shortened its inventory materially since the AB-PT merger; (2) in curtailing outlets it has to am- ortize its overhead over a constricted base; (3) it reduces the competition for the other networks. On the syndicator side, it's the best business opportunity of recent years. With the Station Representatives Association as the source, SPONSOR-SCOPE herewith lists the probable 15 leading users of spot radio during 1962. The advertisers in alphabetical order: American Tobacco General Foods Mennen Bristol-Myers General Motors Nestle Budweiser General Mills R. J. Reynolds Ford Lever Bros. Standard Brands Humble Oil Liggett & Myers Sterling Drug Particularly because it's the first report after time change, the Nielsen Novem- ber 1 is regarded as rather enlightening with regard to the comparative nighttime standings of the three tv networks in terms of average audiences. Here's the average minute averages, 7:30 to 11 p.m. seven nights a week, cited by NBC: NETWORK NOV. 1 REPORT 1962 NOV. 1 REPORT 1961 ABC TV 14.8 15.5 CBS TV 20.0 18.3 NBC TV 18.2 19.0 Benton & Bowles got the nod from S. C. Johnson as the agency of record on the purchase of about $2 million worth of daytime network tv for the forepart of 1963. The money will likely be allocated among the three networks. SPONSOR/3 DECEMBER 1962 19 "SPONSOR-SCOPE Continued Tv has also had the effect of providing a greater risk factor for the develop- ment of new products. This basically is due to the fact that tv with its tremendous ability to publicize a new product in maximum speed and depth has made it almost imperative for manufactur- ers to speed up obsolescence. The handmaiden to speeding up obsolescence is foreshortening the return of the investment. Time was — that is, before the maturing of tv's impact — when the manufacturer in planning a new product amortized his return of investment plus a profit over three to five years. Now, generally speaking, he expects to get 50% of his capital back the first year and the balance within another year, and at most a year and a half. Such anticipated rate of writeoff, plus quicker demand for big sales volume and high profits, is proving quite a deterrent to getting investments in new products by free- lance enterpreneurs. In other words, tv has accelerated many fold the consumer response to a new product and hence, they'd better match the rate of his return to this speed or be in trouble. Rod Erickson, former Y&R v.p., and until a few weeks ago Filmways presi- dent, has some ideas on the selling powers of fm which he intends to explore through his purchase of KADI, St. Louis, and WQSR, Solvay-Syracuse, N.Y. Erickson's rather unorthodox plan is premised on the simple thesis that fm listeners in the large are upper income and upper education and hence a market for snob- appeal products and services. The crux of the plan: make the stations the full-fledged sales representatives for the products they advertise. The commercials would be written by the stations in their own style and the same announcer, a David Ross type, would deliver all of them. As for rates, there won't be any other than this : the listener pays the station for the item, the station deducts its share and sends the balance to the distributor. The sales concessions will include an encyclopedia, record albums, art works, subscriptions to book clubs and magazines, etc., with the emphasis on highticket items. A sideline of the station : multiplexing music to supermarkets, restaurants and industrial plants. Erickson is negotiating for am-fm stations in Utica and Minneapolis. Tatham-Laird appears to be one of those agencies where one hand doesn't mind what the other hand is doing. The reference is the fact while, on the one hand, the agency has 50% of its billings in tv, it is, on the other hand, the author of a Parade print campaign purporting to show that the supplement has a coverage edge over programs like Perry Mason and Cunsmoke in certain metropolitan markets. It happens that T-L has a client on Gunsmoke, namely P&G, and Michigan Ave- nue's wondering whether the agency will recommend to its tv accounts a revamping of their media participation in those metro markets. The Chicago Sun Times is among those carrying the ads which includes a picture of each program's star and it could turn out that the plugs are appreciated by both CBS TV and the sponsors involved. Watch for one of the toiletries makers to bring out an aerosol shaving cream specially packaged for appeal to milady who prefers to use a razor. It's one angle of the market that hasn't, as far as is generally known, been exploited. SPONSOR/8 DECEMBER 1962 'SPONSOR-SCOPE Continued Put down Bates as the agency that can claim to be the biggest placer of billings for not one but two networks, namely, ABC TV and CBS TV. While on the subject, it might also be noted that JWT is NBC TV's No. 1 source of business. Even with the two smash successes (Lucy and Beverly Hillbillies), this season's batch of new situation comedies hasn't averaged out in ratings as well as the group of newcomers in that category in the fall of 1961. And that '61 average of averages was no great shakes. Following is a comparison of new shows vs. holdovers by program type for the two falls, with the Nielsen October II reports as the base and the 1961 figures shown in the parentheses : NEW SHOWS HOLDOVER TYPE NUMBER AVERAGE AUDIENCE NUMBER AVERAGE AUDIENCE Situation comedy 12 (12) 16.1% (16.8%) 16 (16) 19.1% (19.1%) Westerns 1 (1) 21.6% (13.5%) 8 (13) 20.5% (20.7%) Suspense-crime - (4) (14.3%) 6 (13) 15.7% (16.4%) General drama* 13 (8) 14.6% (16.3%) 10 (3) 19.1% (14.2%) * Includes new adventure series Colgate has gone so far out on the luncheon angle of the Ernie Ford series on ABC TV that come January it will be the program's largest sponsor. The company's weekly involvement will be 7^4 commercial minutes, which adds up to around $26,000 a week. Accented products: new Ajax and Vel. Bob Hope, it would seem, proved through his March special a theory that CBS TV has been promulgating for some time: if you're looking for hefty audience quotients in the lighter viewing quintiles latch on to a high-rating comedy show. Hope's national average for that event was 40.9 and here's a comparison of what his show got in the heavy and lighter view quintiles with the average national network viewing ob- taining for these same quintiles. QUINTILE HOPE SHOW NATIONAL VIEWING AVERAGE 1 56.0% 73.6% 2 47.3% 51.3% 3 44.3% 38.1% 4 37.5% 28.4% 5 19.6% 11.7% The tv networks apparently have quite a rating scramble going in Saturday kid time and ABC TV is making promotional whoopee over the fact that in the Nielsen 30-market report it's got a substantial edge over NBC TV. Here are the shares by time segments that ABC TV cites: network 11:30-noon noon-12:30 12:30-1p.m. ABC TV 35.7 34.8 50.7 CBS TV 41.8 40.3 23.0 NBC TV 11.5 13.6 12.6 It was a pretty good new business week for NBC TV daytime: a total of 186 commercial minutes for start in 1963. Johnson & Johnson (Y&R) obligated itself for 63 minutes to be run off during the first quarter and Armour (FC&B) issued an order for 41 quarter-hours, with March as the starting time and Dial soap as the basic product. SPONSOR/3 DECEMBER 1962 21 -SPONSOR-SCOPE Continued As happens once or twice a year, Burnett has reshuffled its media buyers and Chicago reps will have to have a new score card to tell the players. Burnett's reason for the periodic realignment: the media department by tradition is a training ground for accountmen and the agency tries to give buyers experience on all kinds of accounts. International Latex has added a new post as part of its administration of close to $10 million in tv billings. The niche is that of station relations and the person recruited to fill it is John Boone, who had a similar assignment with Disney's distributing subsidiary, Buena Vista. He'll operate under Dave Kentner, ad manager for all IL divisions. NBC TV's decision to go with feature films in the Monday 7 :30-9 :30 p.m. span in February seems to be a case of dipping into next year's program inventory. The 20th Century-Fox items had been earmarked for scheduling during the 1963- 64 season, which would be the third and last year of the contract. Obviously the move was spurred by two factors : ( 1 ) The low ratings of the present two lead-in series; (2) the lack of a backlog of tv films, unlike CBS TV which was able to rustle up an hour's version of Twilight Zone as a replacement for Fair Exchange. The Thursday night film feature is expected to be priced at only $24,000 per min- ute, which is perhaps due to the lateness of the substitution and the competitive soft market that's expected to prevail in the second 1963 quarter. The Saturday night features are priced at $34,000 a minute. The competitive squeeze on the tv film commercial producing studios in New York has got so rough that most of them are basing their markup on strictly cost plus. The formula: 25% overhead and 10% profit. What has militated more and more against the estimate system are two factors: union nepotism and the slow directors, particularly those with artistic delusions. Where the cost plus method comes in most handy is in outdoor work. A couple days of bad weather and the commercial job can easily wind up in the loss column. You may not have been aware of this but there's an agency in Chicago which makes two soundtracks for each tv commercial, one for use in the daytime and the other for night. It seems that the agency's research department has come up with a theory that the day- time version should be much louder so that the housewife can catch the commercial while dusting in another room. The premise obviously advanced by these researchers is that in the daytime they do more listening than watching and that at night the concentration is twofold. Overlooked by the theory: what does the advertiser do to safeguard the house- wife from being blasted out of her chair if she's watching as well as listening? Contrary to an impression existing in some spot tv selling quarters, P&G is still basing its expenditures for advertising on the number of cases shipped. At the beginning of each fiscal year estimates are made of potential case shipments for each brand and periodically actual shipments against estimates are reassessed — all this via computers — and ad expenditures are tailored to the current set of figures. The items in the budget as to media allocation are made mostly so flexible as to allow for easy adjustments, but once in a while the expectation proves quite out of whack. This accounts for those sudden wholesale cancellations on a brand in spot tv, or the sudden call for additional schedules. 22 SPONSOR/3 December 1962 Go ahead: pin a label on us! These are our beliefs. Whatever label they earn for is— Democrat, Republican, Liberal, Conservative, even Juper-Patriot— we cheerfully accept. We don't care which party balances the budget— ust so one of them does. We don't care which party ■alls a halt to the myriad of give-away programs— just o one of them does. We don't care which party honestly ets about a program of tax reduction— just so one of them does. We don't care which party does something to prevent the further deterioration of the dollar— just so one of them does. This is the philosophy of our daily 5-minute edito- rial series, "Viewpoint". Honored by the Freedoms Foundations, "Viewpoint" is now available to interested radio-TV stations on a subscription basis. Address in- quiries to "Viewpoint", WRAL-TV Raleigh, N. C. WRAL-TV P0NS0R/3 DECEMBER 1962 23 "Is this the one you want me to try, Mom?" Her mother in the background is one of the nation's adults who receive and control 98% of the U. S. income. WBT, for over 39 years the Charlotte radio statio with the biggest general audience, also has the highest percentage of adult listeners. They turn to WB because of responsible programming, outstanding service and fine entertainment. In the WBT 48-count basic area, adults receive and control most of the $2,690,786,000 worth of spending money. If you war to make more sales for your clients, clearly the radio station to specify is the one that reaches mor, of the adult listeners . . .WBT RADIO CHARLOTTE. Represented nationally by John Blair & Gompan) Jefferson Standard Broadcasting Company 'SPONSOR 3 DECEMBER 1962 MEDIA COMMISSIONS AGENCIES OWN CHARGES AND FEES 960 65% 35% 96 66% 34°/ FIVE YEARS 65/67% 33/35% Composite of 4As agency compensation In 1960, media commissions accounted lor 65% of agencies' gross income. Agencies' own charges, fees were 35%. Total overall mix hasn't varied significant!) for several years Why tv fees are an agency problem — : - - ■ •- .; ■ ;_ "7~~ ~" — - - r- - 1___^7 - Agency profits have been diminishing Tv chopping away at profits, observers say Profit margin slide began with tv's growth Tv advertising includes "mercurial" work t is no darksome secret, as John Crichton, president of the lAs, indicated at the recent ANA an- nual meeting that advertising agency profits have been diminish- ing- Some observers, in seeking a rea- son for the profit margin slump, would have the industry believe that one of the dastardly worms in the crumbling cookie is television. Television, these Madison Ave- nue examiners doth say, could easily be the miscreant chopping away at agency profits. The dimin- ishing agency profits, the\ arc of the opinion, may have been brought about by "the kinds of costs heavy television advertising entails for an agency," as one as- tute student of the industry has put it. Television's share of the total advertising expenditure is close to $1.7 billion, or about 1 I", . Ra- dio's share of all advertising ex- penditures adds up to Sfi95 mil- lion for spot, network, and local advertising, or approximately 6%. Profit was 2.45%. Crichton told the nation's foremost advertisers gathered at Hot Springs that in 1961 agency profits averaged 2.45% of gross income, or 1 I IOOths of 1% of billing. In ex plaining where the money went in- side an agency, he revealed that payroll accounted for approximate- ly 70%. He recalled that Fax Cone had once observed: "It is the only business where your inventor) goes down in the elevator every night." The presenl head of the l\s also revealed thai in 1960, media commissions accounted for 65% of agencies' gross income, agencies' own charges and lees lor 35%. In 1961, it was 66% and 34' \ . and for the past five years media commis- sions have ranged from 65-67' agencies' own charges, 33% to 35" [ SPONSOR/3 DECEMBKR 1962 25 In the 4As pamphlet on func- tions and fees of ad agencies, pre- pared by Frederic R. Gamble, Crichton's predecessor, it is indi- cated that the larger agencies get, on the average, 75% of "their in- come in the form of commissions allowed by advertising media, 20% from the agency's own percentage charges on purchases (which they specify and/or supervise for their clients) and 5% in fees of various kinds for special services." The pamphlet also reveals that "among medium-sized agencies the corre- sponding figures are 70%, 20% and 10%, and among smaller agencies 60%, 25% and 15%." Commission system to stay. That the commission system will survive appears certain, according to many individuals interviewed by sponsor. Agency executives, on the whole, feel that their profits will increase only with an increase in the cost of collateral services. What has been television's im- pact on agency compensation? Gamble, writing in the Harvard Business Review, noted that "while it took radio a decade to attract 10% of total national advertising expenditures, television did the same job in five years. It grew from 1.3% of the volume in 1949 to 10.3% in 1953, and now ac- counts for 17.5%. It is hardly happenstance that the slide in agency profit margins has coin- cided almost exactly with the growth of this new medium." Much "mercurial" work. Ernesi A. Jones, president of MacManus John &: Adams, is quoted as saying that television advertising includes a lot of "mercurial" work. "Much of the cost of a new program or a! new advertising series is incurred| before the client sees it," Jone< said. "If it does not appeal to himi we have to start all over again with- out reimbursement for the work already done. This is no criticism of the client, of course, for his ap- proval is essential. It merely points! up a major item of cost to am agency advertising on television. "In short," Gamble observed] "television advertising requires! high-salaried people. As the me Ten-year record of advertising agencies' rising costs am Number of agencies presented 1952 197 1953 207 1954 213 1955 211 1956 213 1957 222 Rent and depreciation 6.03% 5.93% 6.03% 6.09% 6.32% 6.69%| Taxes (other than U.S. income) 1.47 1.45 1.47 1.58 1.65 n] Other operating expense 14.50 14.40 13.96 13.58 13.69 13.92 Total payroll 68.62 68.63 69.87 69.10 68.58 69.86 Payments into pension or profit-sharing plans 0.65 0.88 0.91 1.10 1.42 1.31 Insurance for employee benefit 0.19 0.21 0.24 0.34 0.41 0.42 Total expenses 91.46 91.50 92.48 91.79 92.07 93.91 Profit before U.S. income tax (as percentage of gross income)* 8.54 8.50 7.52 8.21 7.93 6.09 U.S. income taxes 2.29 2.40 2.11 2.70 2.74 1.98 Net profit (as percentage of gross income)4 6.25 6.10 5.41 5.51 5.19 Profit before U.S. income tax for incorporated agencies (as percentage of gross income)* 8.40 8.80 8.17 8.63 8.57 4.11 6.09 U.S. income tax for incorporated agencies 3.41 3.36 3.20 3.57 3.55 2.55 Net profit for incorporated agencies (as percentage of gross income)* 4.99 5.44 4.97 5.06 5.02 3.54 Net profit for incorporated agencies (as percentage of sales-i.e. billing) 0.87 0.95 0.87 0.89 0.88 0.58 * {Percent of gross income unless otherwise stated) Gross income comprises commissions, agencies' service charges, and fees, agencies' costs and profits conducted by American Association of Advertising Agencies. Figures are averages for agencies of close to two-thirds of the billing of the entire advertising agency business in the U. S. 26 SPONSOR/3 DECEMBER 1962 lium has grown, the high man- power cost of production has nar- owed profit margins for many gencies." (.amble said that both these fac- ors — "the vast expansion of col- ateral services and the growth of elevision and other new media — re now of fairly long standing, [feting back a decade or more. Their growing effect on costs helps o explain the sustained down- ward spiral of profit margins, but >ther short-term factors can be iso- ated for the sharp dips of recent ears." Here, Gamble cited pay- oil costs, rent, and depreciation. The commission system survives, ccording to Kenneth R. Davis, >rofessor of marketing at the Amos WHERE DOES THE MONEY GO? PROFIT SHARING 1% ENTERTAINMENT 27< NET PROFIT 3% Where does money go inside an agency? Quick picture is seen in this chart presented by John Crichton, president of 4As, at the recent ANA annual meeting. Payroll accounts for about 70% of money falling profits i 1958 239 1959 240 1960 245 1961 237 J 7.20% 6.92% 7.02% 7.16% 1.72 1.91 2.18 2.22 14.51 14.14 14.34 14.42 '0.30 69.18 68.94 69.35 1.17 1.27 1.31 1.32 0.45 0.52 0.56 0.62 )5.35 93.94 94.35 95.09 4.65 6.06 5.65 4.91 1.42 1.79 1.79 1.45 3.23 4.27 3.86 3.46 4.28 5.94 5.56 4.41 1.89 2.17 2.12 1.92 2.39 3.77 3.44 2.49 0.42 0.67 0.60 0.44 Source: Annual studies of adi'ertising l// sizes. Agencies included handled Tuck School of Business Adminis- tration of Dartmouth College, be- cause agencies have "substantial vested interests in the 15% com- mission system." Provides fixed price. "In the first place, the system provides a fixed price eliminating or at least mini- mizing the painful experience of price competition," Prof. Davis said before the ANA recently. "They see in the system protection against inroads by the advertiser who wishes to place his advertising direct. And for all agencies the sys- tem represents one that holds out the promise of substantial reward, if a large and extremely successful account is acquired. Finally, the big agencies also view the system as one which will protect the large national media, the place they can realize the largest profit. In other words, national mass print media, network radio, and network televi- sion are particularly rewarding to the agency. Currently agencies are claiming that television advertis- ing is a losing proposition but this probably represents the necessary adjustment to a new medium, and I haven't heard of any agencies re- cently giving up large accounts be- cause they were heavy in tv." Related marketing services. In discussing related marketing serv- ices for advertisers, Marion Har- per, Jr., chairman of the board and president of Interpublic, Inc., and chairman of the 4As, observed that the prevailing system which pro- vides for fees in this category "has proved flexible and satisfactory." Harper said that it permits indi- vidual negotiations that measure price against value. "Advertisers' increasing reliance on agencies for special services is reflected in the fact that fees have come to represent approximately one-third of agencies' total com- pensation, and media commissions, two-thirds," Harper has pointed out. "At the same time, some of the fee percentage is represented by services in media where the 15% is inadequate compensation. The proportion for fees can be ex- pected to increase as advertisers turn more and more to agencies for special services and, also, as cost trends for various specialized media services increase." Looking toward the '70s when accountability procedures will be part of every communications pro- gram, there may well be different forms of compensation for adver- tising agencies, according to Har- per. With accountability on the agency business. Harper has en- (Pleose turn to page 45) iP0NS0R/3 DECEMBER 1962 27 He scored six hits, no misses General Foods' ad manager, Ed Ebel, is "Mr. Tv Advertiser" with six top shows General Foods has not only No. 1, but No. 2 and No. 3 The Lucille Ball Show (1) wound up as the top show of the new season in firs association with sponsor. Andy Griffith Sfiozu (No. 2) and Danny Thomas Shot The wizard of tv's 1962-63 season ► General Foods scores tv's first grand slam ► All six shows make Nielsen's top 15 ► Ad manager Ed Ebel is man of the season Sponsoring five of the top 10 rated tv shows is a fait accompli dreamed of by most advertisers, reached by none. Many don't even score high in the numbers with one well -nurtured, sure-to-score pro- gram. But this season (sponsor, 29 October) , General Foods Corp. walked on stage with six network tv shows, and all six were ranked in the top 15 by A. C. Nielsen Co. Five were in the top 10. And three of General Foods selections were right on top in first, second, and third places. All of which prompted GF's Ed- win W. Ebel, vice president in charge of advertising, to scuttle any talk about his retirement. With a record like that, who can stop? It takes genius. An executive with one of the company's ad agen- cies considers Ebel a genius at pro- gram selection. "Mainly it's a mat- ter of knowing there are certain kinds of programs that sell foods best, of selecting the promising shows, believing in them, and stick- ing with them." The philosophy has paid off this year with this list of winners (pre- ceding numbers denote rank) : 1 . The Lucille Ball Sfww (Young & Rubicam), Monday, 8:30-9 p.m., CBS. 2. The Andy Griffith Shoxo (Ben- ton & Bowles), Monday, 9:30-10 p.m., CBS. 3. The Danny Thomas Shoxo (B&B), Monday, 9-9:30 p.m., CBS. 8. Opening Night (Y&R) , spe- cial, Monday, 24 September, 8-9 p.m., CBS. 10. Jack Benny (Y&.-R), Tues- day, 9:30-10 p.m., CBS. 13. Gansmoke (B&B) , Saturday, 10-11 p.m., CBS. Monday night block. All are new shows for GF but Andy Griffith and Danny Thomas, which the company sponsored last year. And note that the top three programs make up an hour-and-a-half block (8:30-10 p.m.) on the same night on the same network, leading id and out. "There is no magic to hitting the right show," remarked an associate of Ebel. "It's just a matter of hare work. The secret is picking peopl with immense talent — the besi writers, best directors, best stars Then you have a good show. Buj just as important is putting the! show in the right time period. With this combination the chances are! the public will find it and like it.' Ebel himself could not be reached for comment on his own grand slam selections. But he's been practic- ing his plays for a long time as General Foods' ad director since! 1952. He had boned up for the big job as director of sales and adver- tising for the company's Post di- vision. Before joining General Foods in 1948, Ebel worked for several major ad shops. Ebel's program field is somewhat narrowed because as a food advej tiser he must choose shows that do not render the commercials offen- sive by association. In a speech delivered early this year before a Washington conference of the Ad- vertising Federation of America, he illustrated the problem: "Not all things are compatible with food. To put it more suc- 28 SPONSOR/3 DECEMBER' 1962 Y&R starts spot tv Univac Asks reps to standardize avails form Computer to aid overnight decisions ■ Nielsen reports, is sure to have long (No. .H) were sponsored last season also inctly, not all things in life are ompatible with the pleasure of eat- ng. Let your imagination run Ed. "How many times when seated uound the table with your family -enjoying both the 'togetherness' unl the food — have you said this ;o one of your off-spring: 'Johnny, hat is not a subject for the dining oom table.' "So you might say that in choos- ng television programs for our >roducts, we are influenced by a ense of respect for the dining room. "In short, to qualify for General roods sponsorship, a show much >osess those entertainment quali- ies that will attract a mass audi- :nce to whom we can sell our prod- it is, and which, because of its pro- motion and performance qualities, rail make our products glow by be- ng associated with it — and which, •guratively speaking, is a proper ubject for the dining room table." Benton & Bowles itself has five hows this season with top ratings. Jesides the Thomas and Griffith hows for General Foods, its di- nts sponsor Ben Casey, The Red .is cancelled three times last year. Jut the same show is a hit this sea- on in an improved time period. ^ Y&R will now be able t<> decide on tv spot buys before lunch time — using availabilities provided by- station reps the afternoon before. The speeding-up of the time- buying process is possible through the mechanization of paper work by its Univac computer. Having decided on a tv spot campaign in one or more markets, the timebuyer can obtain rapid answers to the strictly arithmetic aspects of Ins problems. The com- puter, using data fed before cal- culations are made will check on reach and frequency, homes deliv- ered, cost per thousand, and total cost, for schedules which the buyer is considering. The agency expects the use of computers in tv spot schedule de- cisions to benefit its clients, its media buyers, and station reps. Quantitative information will provide the backbone of the new procedure, but qualitative or demo- graphic data may be handled just as readily. Standard form requested. To expedite programing of the com- puter, Y&R is asking reps to sub mit availabilities on a standardized form giving basic information in the same sequence. Since oilier agencies may need approximately the same kind of standardized data for their computers, an all-industry standard availability sheet is now possible for tv spot. To utilize the fast computer pro- cedure the agency is asking repre- sentatives to observe the buyer's availabilities deadline. Joseph F. St. Georges, Y&R v. p. and senior media director, who demonstrated the new tv spot buy- ing tool at a press presentation last week, emphasized the fact that the computer was strictly an aid to timebuying and in no way replaced the judgment of the timebuyer. The computer, St. Georges noted, will not be used pi imarily lo obtain the lowest c-p-m, nor will it make any dec isions. I [owever it will check quickh to determine il a prospec- tive spot schedule will meet the client's requirements, especially of total cost, reach and frequency. Late schedule changes. Nor will computer data prevent the timebuyer from taking advantage of late-breaking availabilities. In fact, the whole procedure is partly designed to make quick evaluations and decisions possible in order to take advantage of the changability of tv spot availabilities. At present this Y&R computer is located at 2 Park Avenue, but an electronic hook up to the main office at 285 Madison Avenue will be installed. Once media buyers become familiar with the comput- er, they will not need to leave the main Y&R office to make calcula- tions on it. Once availabilities data are stored in the computer, calculations re- garding prospective schedules take only one or two minutes. The advantage of the computer is that by freeing the timebuyer from purely arithmetical factors he can apply his judgment more fully to non-arithmetical factors in spot buying. The computer, of course, will not provide any answers that could not be obtained b\ conventional paper work. But the calculation process is so much speeded up that ques- tions which would be tedious to an- swer with conventional calculators become simple, once the computer is made reach with the basic data. "Trial and error" is still neces- sary. The computer will not give a formula to answer a thncbuver's problem. Bin it will quickly evalu- ate spot schedule combinations which he is considering. ^ P0NS0R/3 DECEMBER 1962 29 Do you understand rating systems? ► ARF distributes "Intelligent Man's Guide" ► Gives hints on using rating systems ► Improvements studied, but only ghosts ideal =3 Dealing with complex problems in an uncomplicated way, the recently published booklet "The Intelligent Man's Guide to Broad- cast Ratings" is a concise evalua- tion of the different rating systems. Gone are the days when the In- dian sent up smoke signals hoping someone would be around to see them. With the complexities and expense of broadcast messages the advertiser wants to know at least roughly how many people he is reaching. The guide discusses the different methods of achieving this goal — their limitations, as well as their advantages. The Madow, Hyman, and Jessen report, summarized by Martin Mayer, noted author of "Madison Avenue: U.S.A.," tells agency men objectively where troubles with broadcast ratings occur and why. Commissioned by the Advertis- ing Research Foundation, the guide has already reached 1,400 members and is boasting a second printing of 3,000. "We have had very heavy response from both members and non-members," said George Shirey, service manager at ARK The original study was born over concern for the quality of broad- cast ratings. When this concern reached such a level that it became a matter of government interest, the House Committee on Interstate and Foreign Commerce had three statisticians appointed to do a re- search job. The report being long and "by no means simple," it was agreed upon to have it sum- marized. From telephone to computer. The booklet tackles the research problem from the beginning when the only method used was counting the number of radio sets in the area; this was later combined with the plotting of engineering maps to show the territory covered by the station's signal. But these systems did not prove anybody was listen- TilE INTELLIGENT MAN'S GUIDE RATINGS i in mayer •III A.R.r. j ■ , Objective view of rating enigma Condensed from Madow Report, "The Intelligent Man's Guide to Broadcast Ratings" is plain talk on complexities ing. The first system with "ratings" discussed is Crosley's Cooperative Analysis of Broadcasting. From there the guide takes the reader through evaluations of C. E. Hoop- er, A. C. Nielsen, ARB, and Tren- dex rating systems. The sampling system in general is discussed, as well as the merits of specific systems. Sampling is not equally good for all purposes, the study points out. It can tell if a phenomenon is common or rare, but is relatively poor at measuring fine differences. Radio ratings art much less reliable (statistically) than tv ratings from the same size sample, because at any given night lime moment more than half the homes are watching one of three tv shows, while less than a tenth of the homes are listening to more than 1,000 or so radio programs.] Since a greater sampling is used for nighttime television ratings, the^ must be proportionately more ad curate than daytime tv ratings. The local victim. The statisti dans claim the real victim of per-j secution by ratings is the owner ol a local station which has been given too low a rating. In most smaller cities, a station rated twice year lives with each rating for six months. Advertisers who purchase spot commercials on local station: take a great interest in these ratings. Madow, Hyman, and Jes- sen felt that on the whole they probably shouldn't — that local ratings were not strong enough to! carry the weight placed on them. Individual drawbacks of the pres- ent systems are not unknown. Niel- sen does not bother with the 4% of the population that lives in the mountain states; Trendex looks only at inhabitants of big cities; all telephone callers sample only from the owners of listed telephone. But for many purposes, the study points out, a sample does not have to be anything like perfect to give relatively accurate results. The ele ments that biased the sample may not be relevant to what the re- searcher seeks to measure. "The In telligent Man's Guide to Broadcast Ratings" aids the researcher, the agency man, and the client in de ciding what ratings will work best for what purpose. Well-trained ghosts. The almost "ideal" rating is pictured by the statisticians as a service that would require a staff of about 2,000 well- trained, reasonably intelligent, re- sponsible ghosts. Yet even ghosts could not solve 30 SP0NS0R/3 DECEMBER 1962 £ £3 '^Oxv /A-Br> vA/OR o 'PIX ?! vVATV 13 11 tests to improve ARB system The Arbitron in New York (above) is one system employed by ARB. Diary system used through U.S. con- sidered for many improvements as outlined in recent planning report Trendex depends on phones The phone coincidental studies (r) by Trendex miss viewers sans tele- phone. Designed only as compara- tive program popularity report, it doesn't give numbers of viewers Nielsen studies methodology Tests are conducted on Nielsen's audimeter (below) system to deter- mine if ratings are affected by non- cooperation, conditioning, or re- sponse error of television viewers many problems that plague re- searchers. In the end, the AR.F guide book slops answering ques- tions and begins asking them. 1) How would the ratings be affected il all homes were included in the sample? 2) Do the installations and diaries used by the rating services affect viewing habits? 3) What cor- respondence is there between what a person remembers hearing and what his set receives? The question of whether the re- fusal of some homes and the subse- quent substitution of others — even though done on a predetermined random basis — will lead to biased results is discussed fundamentally in the guide. More recent studies on the subject of methodology con- cerning non-cooperation, condition- in", and i espouse error, were com- pleted this fall by A. C. Nielsen and printed by ARF. ARB is also scrutinizing their system. A "Progress and Planning Report P)(><)-62" gives 11 tests pro- posed for the near future. The tests are designed to improve the diary system now employed in 240 markets. These include: 1) test to consider the effectiveness of a fol- low-up letter instead of telephon- ing, in persuading people to return the diary; 2) test to determine if the day of the week has any affect on the number of diaries returned; 3) test to determine adequate methods to obtain measure of mul- ti-set homes; 4) test to evaluate the timing of diary calls as a factor in stimulating diary returns; 5) test to determine if special premiums will stimulate diary keeping and returning: 6) test to determine non- respondent bias and how it might affect the over-all study; 7) analy- sis to determine to whal extent the sample si/e must be increased to elf eel an appreciable reduction in the variance of audience data. Si tidies on non-respondents are being completed now and will be released shortly. Despite any drawbacks, the broadcast industry has been living with ratings for 30 years. Broad- cast men and rating services admit the marriage lias occasionally been rough, but there have been no di- vorces in the making. ^ 31 Please say it ain't so, Joe! An old broadcast pal of Joe Culligan reminds Joe of bygone days, taking him to task for deserting to that other medium Mr. Matthew (Joe) Culligan President Curtis Publishing Co. Philadelphia, Pa. Dear Joe: What a place to be writing you at! A publishing company! And not even what I'd call a true, honest-to-goodness publishing com- pany since they don't own a single radio or tv station. Oh, Joe, I don't think I could feel much worse if your new address was Al- catraz! What made you do it, Joe? How could you turn your back on air media and take up with those dreadful print people? If the world is to stay a nice, or- derly place, there are some things that just naturally have to go to- gether such as pork and beans, Romeo and Juliet, tongue and groove — and, of course, Culligan and air media. Only now you've gone and deserted to the enemy camp! Oh sure, you can say you were a magazine man before you ever got tied up with broadcasting, that you sold space for Hearst before you sold time for NBC. Well, Dave Ogilvy used to sell stoves door-to-door in Scotland long be- fore he got into advertising. But you don't see Dave chucking the agency to go back in the stove busi- ness! We all have our little youthful errors to live down. If yours was selling space — well, nobody can hold that against you anymore. You saw the light before it was too late, and got into air media. You not only joined the winning team, you sparked it. Only now what happens? You toss your bonnet over the windmill and go back to print! How did those people over at The Saturday Evening Post hook you anyway? With some father im- age of Benjamin Franklin? Did they promise you your own per- sonal kite and key to fly in thun- derstorms? Well, there should be no shortage of storms. If you ever thought selling air time was a num- bers game, just wait until you've hung in with those magazine boys for awhile. They're really num- bers-happy. They count every reader, then they count all the members of the reader's family, then they count all his neighbors to whom he might pass along old copies of his maga- zines, and then they count the trash men who finally cart them away. After that, they multiply by the number of non-subscriber free- loaders who thumb through copies at newsstands and in dentists' of- fices. They do this for every year since 1940 and then take big news- paper ads telling how great they are doing and how badly the com- petition has slipped. But I keep forgetting; you were in print me- dia before. If that's the kind of rat-race you're looking for, Joe, all I can say is, "Good luck." But I just can't get over it. After all the nice things you said about radio and tv over at NBC, your going to Curtis Publishing is as incredible as if Newton Minow were suddenly to quit the FCC and take a job host- ing a tv quiz show. I couldn't believe the news about you back in July when I first read it. But then I never be- lieve what I read — only what I hear on the air. I'm true blue loya> '-' to broadcasting — unlike some oth er persons I could mention. Any how, I still can't believe it. "I must be some other Joe Culligan,' I keep telling myself. I didn't feel too bad when yoi left NBC for McCann-Erickson (] just can't bring myself to call i "Interpublic," as that sounds sc much like a bus line) . The reasor I didn't feel bad was that yoi! hadn't really left the team. I pre ferred to regard it as a sort of stra- tegic move, maybe even a sacrifice on your part so that we broadcasts ers would have an influential friend at court. I used to imagine you in directors meetings effective ly steering ad dollars to us radio stations and subtly holding your nose whenever some kook suggest- ed a print campaign. That's how I thought of you aC McCann — still 100% for air me-; dia. I used to believe you werej like that old English poet who happened to live in Italy but who had "England" engraved in his heart. Browning, that's who it was — Robert Louis Browning. That was my image of you, Joe, or to paraphrase the poet's immortal words: "Open my heart and you will see Graved inside it, 'Radio/tv.' " Only now you've gone and torn it. Cutting out of the fold like thisj has just about destroyed my "mem- ory vision" of you; I simply can't "transfer" your "image" from air to print. And by the way, Joe, what are you going to do with those wonderful radio concepts of yours over at Independence Square? Just wait and see how! much "imagery transfer" counts on a newsstand buried under 20 tons of rival magazines — not to men- tion newspapers, candy bars and other distractions. How many four-color spreads or gatefolds can be sold with "memory vision"? 32 SPONSOR/3 DECEMBER 1962 I'm afraid you'll have to put on he old thinking cap all over again, |oe. Remember how you helped in- roduce the "magazine concept" nto tv and radio with such shows is Today, Tonight, and Monitor? >o now what do you hope lo do — ntroduce a "radio/ tv concept" nto magazines? I don't see how one telephone. (Yes, Joe, 1 saw that newsmagazine picture of you talking into two telephones at once, and I said to myself, "Poor guy — he didn't have to work that hard at NBC") . Also, don't get carried away by how nice those Philadelphia bankers have been since you took over. Bankers have a way of getting awfully stuffy medium like print. As we say in broadcast advertising, Joe, you've identified \ outsell with our prod- uct. Stick with it. Show vour "brand loyalty." dome back to air media. Oh sure, I guess you're com- mitted for awhile. You've got this job to do, a little old fire to put out over in Philly. So go to it, Joe, <^*~" iftfaiv you can keep reversing the field ike that. One might say that Henry Ford brought a horse-and- buggy concept into the automobile business; but then he didn't turn around and try to bring the auto- mobile concept back into the horse- and-buggy business. There's a moral there somewhere, Joe. And don't be misled by all that glamour over at Curtis such as commuting to work in your own helicopter and having more than later on; believe me, I know. As for stockholders — well, Joe, admit it: at McCann you never had to stand there, target-like, at a stock- holders meeting and apologize to some fractional-share cornhusker from Cracker Crumb Junction just because you happen to be draw ing your salary when he didn't get his dividend. W'c all know by this time that you like "challenges." But why overdo it? Especially in an old-hat and the best of luck. Get those (amis magazines running out in front of all their rivals. Only do it last. Don't poke around forever over there in that awful smell of printer's ink. Get it over with quick — and then come home to us in broadcasting. W'c ma) even give you a bigger welcome back than Y&R is giving Bert and Harry Piel, Pal of your broadcast days, Archy SPONSOR/3 DECEMBER 1962 33 Z^.. Hi ' — — — ^^ A refresher course in mathematics Creator of the timebuyers' expediter, Norman Nelson (r), is praised by his boss, Wilmot Losee, president of AM Radio Sales The long-awaited calculator to speed complicated radio buys was designed on Nelson's home drawing board over two month: Buyers extol spot radio timesaver Z] ► AM Radio Sales tool gives "instant answers" ► Four wheels give data on top 50 markets ► Buyers say perfect for meetings, homework j Timebuying calculations on the top 50 markets are now as simple to obtain as spinning a wheel and looking through a window for the answer — in fact, that is exactly all the labor the new AM Radio Sales circular chart requires. Roughly, the aid consists of wheel calculators which give the re- lationship of each market to the total number of markets in the campaign; the cost of a one-minute announcement in each market; spe- cific market data; total home im- pressions based on ratings; and, the all-important cost-per- 1,000. Besides having four spinning wheels the expediter resembles an automobile by enabling the time-' buyer to speed up his work, and perhaps get home earlier. One timebuyer returned a sample with the comment, "If you had given me the calculator earlier yesterday, I would have been home by 6 p.m. instead of 11. For the whole week 1 could have saved three days and three nights work." President of AM Radio Sales, Wilmot Losee, says, "We have pro- duced the calculator as a time- saving tool. As any tool, it is as good as the skill of the user. It is meant only to aid the timebuyer by consolidating all the market in for mation needed to evaluate metro politan areas in the formulation oj marketing and spot radio plans." Timebuyers' timesaver. Although it is known first as a timesaver, the aid is lauded by timebuyers as very handy for meetings, and very light and concise for taking home when night work is required. Gold-engraved, freshly bound* copies are now being distributed by hand to 670 timebuyers and media t people. Others are available on re-l quest. "We always hear the old saws radio buys are so difficult to figurel out," says Losee. "Instead of sendj ing out a lot of releases that might! end up in the circular file, wfil thought it best to give the time-1 buyers something of real value." Invention of the wheels. The] first wheel goes back to the cave-l man, but the first comprehensive! 34 SPONSOR/3 DECEMBER 1962 & & 1 • j > H* "* Whirlpool of figures Expediter wheel uncovered shows my- riad of figures used. First two wheels contain 14,000 computations. All figures were hand set to appear in windows use of it for the thousands of com- putations involved in large-scale timebuying make the wheel an ex- citing re-discovery for media men. Estimates are that over 14,000 cal- culations went into the first two wheels alone. (See exposed wheel above.) Norman Nelson, stationed in New York as director of new busi- ness and marketing for AM Radio Sales, was first told by manufac- turers of charts and wheel estima- tors that he was trying to include too much. With his aeronautical engineering background. Nelson worked steadily on double-sized wheels at his home drawing board. After about two months and 10 false starts the right layout was found. Timebuyers, account executives, and research people were then asked to give their opinions to set the ground rules for the actual statistics. The survey disclosed users wanted the highest priced sta- tion in each market to be used for cost calculations; certain contigu- ous metropolitan areas be com- bined; and ranking of major mar- kets by households. Allocator and estimator. The first wheel, fully pictured on the lead page of this article, contains I 1 windows which give two kinds of information. The budget allocator gives the market relationship of total mar- kets in the campaign; the percent of a particular market to the top 10 markets, as well as i<> the top 20, 30, 40, and 50 markets. The blow- up of the budget allocator on this page shows percentages for New York. On the other side of the wheel is the spot estimator which gives the number of radio homes, automo- bile radios, and radio rates for eai 1\ morning late afternoon, daytime, and evening commercials. All information contained was secured from the most recent studies that weie available. Costs ol a one-minute announce- ment are based on 12 per week loi 13 weeks on the highest priced sta- tion in the market, as published in August 1962 Standard Rate and Data. The estimated cost reflects multi-spot plans, saturation plans, ROS discounts, and othei discount plans where available, with the fol- lowing exceptions: I) where a plan or discount is offered on a "ROS" or "fixed or pre-emptible" basis it 19.34 ,0P » ***«, ^ 2' U * * Top 30 *.*.* % of Top 40 MarkoH of Top 50 ****** Budget allocator gives market relationship Left side of budget allocator wheel gives percent of market chosen t<> top 10, 20, 30, 40, and 50 U. S. markets. New York figures are shown in the above chart Spot estimator gives cost of one-minute spot New York figures are shown for early morning-late afternoon, day, evening spots, based on highest priced station. \1m> market rank, radio homes, auto radios SPONSOR/3 DECEMBER 1962 35 ** 455? SAtg, *$ '*.. 'in NM8 ttt-*»v* ** 42 RETAIL DRUG STOW SAUS $ U.S. ***** RA^ 32.518, 000 36 *Vfl° *0T** ***** U5.^A' YJ* |*» *** **** &3 Market data for food, drugs, and autos The second chart provides dollar figures on retail food stoic, drug store, and auto sales in each market, with the U. S. market rank. Sacramento figures are shown was not used unless the conditions of the plan clearly apply to thai classification; 2) special weekend plans were not used. Radio homes are based on A. C. Nielsen's "Radio Ownership and Set Use Spring 1961" county per- centage of radio households ap- plied to Sales Management Survey of Buying Power 1962 total house- holds. For the first time metro area fig- ures on automobile radios are in- cluded in such a chart. The figures were obtained through automobile registration by counties making up the market areas, with application of the national percentage of radio- equipped autos. Market data. The second wheel provides 15 figures on market data for each metropolitan area. Fig- ures, market ranks are given by 1) population, 2) effective buying in- come, 3) total retail sales, 4) retail food store sales, and 5) retail auto- Relationship of population, income, sales On the opposite side of market data chart percentages, market rank and figures for population, effective buying income, total retail sales are given for markets mobile sales. Statistics are based on Sales Management Survey of Buy- ing Power 1962. Whereas New York and other- large cities keep their top ratings in almost all categories, certain cities vary in rank considerably for dif- ferent categories. For example, Miami has an effective buying in- come ranking 24, but in retail drug store sales it ranks 16. The wheel gives media men a chance to com- pare six different types of rankings at a glance. Percentages of market in rela- tionship to the rest of the U.S. are given for population, effective buy- ing power, and total retail sales. In addition, all figures — ranking, dollars, and percentages — are given for the total of the top 10, 20, 30, 40, and 50 markets. Homes reached. The third wheel enables the timebuyer to turn the arrow to the total rating points of his spot schedule in any of the top 50 markets and determine the num- ber of total home impressions that would be made. With the use of AM Radio's expediter it is no long- er necessary to know the base radio homes for each market in order to arrive at total home impressions de- livered by a spot schedule. Markets are metropolitan county areas with the exception recom- mended by media men. The fol- lowing five contiguous metropoli- tan areas have been combined: New York (Greater Consolidated Area) : 17 counties are considered here, comprising the metropolitan county areas of New York City: Newark, Paterson - Clifton - Passaic, and New Brunswick-Perth Amboy. N. J. Chicago (NW Indiana Consoli- dated Area): Metropolitan county areas of Chicago and Gary-Ham- mond-East Chicago, 111. Cleveland (Lorain-Elyria) : Met- ropolitan county areas of Cleveland and Lorain-Elyria, Ohio. Seattle (Tacoma) : Metropolitan areas of Seattle and Tacoma, Wash. Norfolk-Portsmith (Norfolk News-Hampton) : Metro county areas of Norfolk-Portsmith, and Newport News-Hampton, Va. Cost-per-1,000. On the last wheel, the number of dollars ex- 36 SPONSOR/3 DECEMBER 1962 pcnded placed beneath total home impressions points out the cost-per- 1 ,000. Joe Hudack, Mennen account supervisor and timebuyer at War- nick. & Legler, was the first time- buyer to try out the wheels. Backed by Ti years of experience in the Held. Hudack claimed he had never seen such a useful timebuying cal- culator. "Everybody who gets one- will guard it jealously. And if you don't make it of strong enough ma- terial media men in agencies will pear it out." Hudack promptly demonstrated to a sponsor editor the almost "in- stant answers" the tabulators pro- vide. When timebuying questions were asked of him, correct answers were available quickly. Question 1: What is the esti- mated cost of a spot radio cam paign consisting of 20 traffic time announcements per week in the top 20 markets of the U.S.? Answer in 23 seconds. Question 2: What is the esti- mated cost of a campaign of 12 an- nouncements per week, in the top 50 markets of the U.S.? Answer in 1(> seconds. Other timebuyers who have tried the calculator agree it goes far be- yond any aid of the past. Edna Cathcart, timebuyer at J. M. Mathes, said: "Why didn't someone invent this years ago? When do I get mine?" Rena Mayer, timebuyer at Camp- bell-Ewald said: "Great! I'll never go into a meeting without one. "There are certain things that will be very helpful to me, one being the easy-to-use home impres- sions chart. The wheels are excel- lent for rapid estimates. They will be much easier to use than going through books for each city." Nelson has been requested to give instruction conferences at sev- eral large agencies on the sources and uses of the wheels, which, he said, he is more than happy to do. Many favorable comments were aired at a demonstration and press luncheon last Wednesday. All agree the calculator will aid in the much-talked-aboui difficulty in buying spot radio. ^ , .>•" •# /// X • i TOW UIW6J-W «Mb *mm arrow at rotm. in winaW *■*•* M0 road hoM, wM uoaV mark-. Market JMO mad horn*. mM unaW bow rod*, ho***. (So. wharfl-Sp* Mmatar) (TOTAL HOME IMPREiSIONS) FIomi 7-JS& 40 Nor* AM.l9.w1 A»nl Expedition Mid-America, a 30-min- uic KETV program featuring a special on I lie battle against < ere- bral palsy, entitled Deadline: s > Minutes. Half-sponsorship of Med- icine of I lie '60s, a special one-hour series, was also taken. This pro- gram dealt with a corneal trans plant operation. Free service brought money. Filled with good will after imme- diate success. Dailey donated along with his co-sponsor of Medicine of the '60s, one minute of his com- mercial time to the Lion's Club Eye Bank for an appeal to Omaha area citizens to pledge a bequest of (Please turn to page 50) Dailey and his crew painting up a bright future In the "before" picture (1). William Daily is shown doing his own painting. Alter using t\. DaiT) was able to hire i crew ol painters and supervise jobs in business attire (r). During first season of advertising on tv it was necessary to double staff SPONSOR/3 DECEMBER 1962 39 The abandoned chikL.and how the people of Pittsburgh made a home forhd tier name is Beth. She is six going on seven. Beth was one of the hundreds of abandoned children vho jammed the Juvenile Court of Pittsburgh. They had 10 place to go. Westinghouse station KDKA-TV dramatically re- 'ealed their need. During the program, a stark, poignant ilm was shown . . . Beth and twenty other children wedged n one small room ... so close together they could hardly nake their beds. Result: Beth and all the other kids found homes; the ourt ended up with a backlog of volunteer foster parents. This was but one of the 150 community service editorials broadcast by KDKA-TV. Topics ranged from Education to Mental Health; Obscene Literature to Strip Mine Pollution. The topics were different. But they had one thing in common: motivating people to act for and about their community. This ability to influence people, project ideas and move products is characteristic of the Westinghouse Broad- casting Company Stations. Stations that demonstrate daily the fact that community responsibility evokes community response. §><§>© WESTINGHOUSE BROADCASTING COMPANY KDKA • KDKA-TV • Pittsburgh WBZ-WBZ-TV- Boston WINS- New York WJZ-TV • Baltimore KYW-KYW-TV- Cleveland W0W0- fort Wayne WIND -Chicago KPIX-Sin Francisco H A a T F 0 R D PROUDLY PROCLAIMS Centronic Program System A Development of Central Broadcast Corporation WPOP Phil Zoppi Irv Schwartz V.P. & Gen. Mgr. Mgt. Conslt. Adam Young, Inc. Mid-West Time Sales TIMEBUYER'S CORNER Media people: what they are doing and saying Larry Lew, media supervisor at J. Walter Thompson (New York), this week switched to Norman, Craig & Kummel, that city, as associate media director. Around the JWT shop, there is some feeling that Larry's vacated post will be filled by Frank Sweeney. Frank, as reported here 8 October, went to JWT from Lambert 8c Feasley along with the Listerine account. Len Ziegel, longtime Manoff buyer on Gulden's, Bumble Bee, and Old London, has left the agency. Promotion dept.: Norman, Craig & Kummel estimator Pat (short for Patricia) Caldwell tipped to buyer on Schick Electric Razor and Hertz Rent-A-Car . . . SSC&B buyer on S8cH Green Stamps, Brian Barry, moves up to account exec after current honeymoon tour. 42 A look at Riedl & Freede's site for new building S. Robert Freede (r), co-owner of agency, shows Tom Flanagan, media dir., Joan Rutman, timebuyer, where media dept. will be in Clifton, N.J. Bldg. Account assignment dept.: Former Ellington buyer Mary Dowling has added the supervision of the Curtis Publication account to her new buying chores at Atwood-Richards. Can't help wondering: What buyers talk about when they get their respective heads together over lunch, like this foursome: Kudner's Maria Carayas and Y&R's Christopher Russell, Don Proctor and Jerry Greenberg. They were spotted last week at New York's posh new eatery, La Fonda Del Sol. Speaking of Maria Carayas reminds us that her assistant, Rachel Pasquariello, has finally discovered a way to simplify her not-so-easy- to-tackle name. Come spring she'll marry Ralph Medoro. The whole thing's been confirmed by the big diamond Rachel's flashing around Kudner these days. Want to make someone happy? dept.: Send a get-well note to Y&R's Ray Jones who'll be spending the next three weeks in New York Hos- SP0NS0R/3 DECEMBER 1962 TIMEBUYER'S CORNER Continued pital mending an arm (the right one, yet) which is broken in three different places. (You might also ask him how he managed to tome by such a diversified fracture.) Returned vacationers: Lennen & Newell's Dee Heather . . . f. Wal- ter Thompson's Frank Sweeney . . . Lennen & Newell's Shirley Weiner (she was longtime Manoff buyer). The Corner pavs its re- spects this week to Bates' (New York) senior timebuv- er, Eileen Greer. Eileen, shown in the photo at left going along with WITN- W w sWsjt TVs (Washington, N. C.) ^_ latest promotion gimmick, joined Bates six years ago where she handles all the buying chores on the Col- gate-Palmolive men's shav- ing products account. Al- though gifted with a flair for light humor, holding (tips to her ear isn't the usu- al bill of fare on her daily business calendar. In this in- stance, she's merely follow- ing instructions issued by WTTN-TV to use the cup and saucer as a non-electron- ic tv receiver. She's also ig- noring the "peasants" who happened along and wonder what prompted this off-beat behavior. Eileen also manages to take in stride the good-natured ribbing directed her way by her colleagues concerning the type of business her hus- band operates: selling cats. The business establishment (the only one of its kind, says Eileen), is called Fabulous Felines and is located at 141 Lexington Ave. in New York City. An expert on the subject of cats, Eileen's husband, Milan Greer, in addition to running the shop, wrote a book last year about the furry animals, called, reasonably enough, "The Fabulous Felines." Between the furry felines and the shaving products, Eileen manages to keep pace with an interesting, albeit a somewhat ncver-the-twain -shall-meet, existence. Definition of togetherness: The Don Cook "Don's" basketball team. Despite the fact many of the team members who started out at Bates have gone their separate paths (work-wise), they've stuck together as a basketball team. The fellows: BBDO's Bob Mahlman; Advertising Time Sales' Larry Reilly; Bates' Jack Flynn (he's the captain), Jack Levins; Donahue & Coe's Pete Schulte; Peters, Griffin, Woodward's Dennis Gillespie, Bob Kerrigan, and Hank O'Neill. The players are warming up for their first game of the third season— in brand new "Don" uniforms. Good news dept.: Grant Advertising's Jeannette LeBrccht, buyer <>n Guerlain, etc., is making good recover) progress from her recent illness. Eileen Greer tfet'tyowl Siice OF THIS RICH AGRICULTURAL AND INDUSTRIAL MARKET wtfk VYfl** -TV Represented by FOR DOMINANT COVERAGE OF NORTHERN ILLINOIS and SOUTHERN WISCONSIN h-r television, inc. WRBX-TV CHANNEL ROCK FORD J. M. BAISCH Vice Prei. ( Gen. Mgr. SECRETS TOLD We have the largest audience* and the most believable station in Des Moines because we have: 1. The Highest-Rated Newscasts 2. Adult Personalities 3. Musie With a Melody 4. Eleemosynary Community Service 5. Plenty Of Publicity If vou have a good product, good copy, honest dealings, and fair prices, you can get rich advertising on this great station. Kitvr "Total Radio"' in Des Moines An Operation of Cowles Magazines and Broadcasting, Inc. Leading in 30 out of 36 half-hours. Pulse, September, 196), Metro Area. SPONSOR/3 DECEMBER 1962 43 ONE BUY... CITY-GRADE COVERAGE OF TWO MARKETS WALA-TV is the only Mobile sta- tion that also delivers city-grade coverage in Pensacola . . . PLUS coverage of the rich Missis- sippi Gulf Coast; the industries and military installations of West Florida and dozens of inland cities and towns. The WALA-TV Market- Over A MILLION PEOPLE with nearly $2 BILLION to spend! Contact: Select Stations, Inc. or Clarke Brown Co. TALLEST TOWER ON THE GULF COAST MOBILE - PENSACOLA HARRY STRAW, OF THE DRY HAIR ADS, DIDN'T MAKE THE TRICORN CLUB He just didn't know that North Caro- lina's No. 1 metropolitan market is the fabulous 3-city "tricorn" — Winston- Salem, Greensboro, High Point — No. 1 in population, households, retail sales. Knowing that gets you in this exclusive club, Harry. Then schedule WSJS tele- vision, the No. 1 way to saturate the Tricorn Market, and you'll get a Club hat with feathers provided it fits your tousled wig! TELEVISION WINSTON -SALEM /GREENSBORO /HIGH POINT Represented by Peters, Griffin, Woodward, Inc. 'COMMERCIAL COMMENTARY Continued But let's not forget that the heart of the FCC Chairman's state- ment was this passage: "To be responsible, broadcast journalism . . . must be free. This means freedom not only from government censorship but also from threatening pressure groups, and from those few fearful advertisers who seek, through commercial reprisals, to influence the professional judgment of broadcast newsmen." (Italics mine.) Minow speaks mildly of a "few advertisers" and I think he means it. But there are thousands of influential Americans, in Washington and elsewhere, who are all too ready to believe that this is standard operating procedure for most tv advertisers. Kemper and Schick played right into the hands of such bigots with actions which no private business man can defend. Freedom from advertisers Unless 1 am very much mistaken, Newton Minow's statement spelled out what may turn into a tough new government policy on tv. His definition of broadcast freedom as meaning "freedom from advertiser pressures" will become, I suspect, an official Washington attitude, and will be adopted more and more widely, not only at the FCC but at the Justice Department and FTC as well. At the present time it seems to apply only to "broadcast journal- ism "—that is, news and public affairs. But who can say that it won't be applied to other tv areas? When I asked Jim Hagerty if he cared to comment about this, he said he didn't. News is his bailiwick, and he prefers not to specu- late on matters outside his department. But I think there can be no doubt that the "freedom from adver- tiser pressure" doctrine is going to be invoked by Washington sooner or later on matters involving non-news programs, commercials, and possibly advertising contracts. And il this happens, what can advertisers do about it? If they are dumb, they are going to try to fight such actions direct- ly. And I don't believe they have a prayer of winning. But what I hope may come out of all this (and perhaps I'm hop- ing for the moon) is a reawakened awareness on the part of respon- sible advertisers of their common cause with broadcasters. Both operate in the area of private business, and have a mutual in- terest in seeing each other strong, free, and independent. As Merrill Panitt of Tv Guide pointed out to the ANA recently (and which I commented on in my last column) there has been a dangerous tendency in recent years by both advertisers and media owners to forget this principle. The disgraceful kind of pressure which GMA president Paul Willis advocates that advertisers put on media (see the editorial in last week's sponsor) is the kind which weakens and debilitates our whole social structure. Let's face the facts squarely. The surest way to defeat the cause of government control and creeping state socialism is to strengthen the institutions of private enterprise. And they certainly do need strengthening. If the Howard K. Smith — Richard Nixon — Alger Hiss incident (overblown and hysterical as the reaction to it was) can stimulate the thinking of a few thoughtful, responsible business men, then maybe it was a good thing that it happened. But if we don't recognize its implications, there's danger ahead. ^ 44 SPONSOR/3 DECEMBER 1962 TV FEES (Continued from page 27) visioned two main forms of com- pensation— the traditional princi- ple of the media's allowance of commission and, more important an arrangement between client and agency "by which the agency would participate in the profit realized through a sales volume ex- ceeding a specified level." Agency as co-entrepreneur. "This would become possible as accountability procedures could .satisfy both client and agency that an advertising program contrib- uted in a measurable way to a given record of sales," Harper has said. "Such an arrangement might include a provision for the basic compensation of the agency for out-of-pocket expenses. That is, if a product failed to sell at a certain level, the agency, while not partici- pating in profits, woidd have the protection of being compensated for its basic costs. It would seem reasonable for those who do con- tribute so essentially to a com- pany's added success to earn re- wards related to their contribution — on some mutually satisfactory basis. In this way, the agency's client relationship would change its emphasis from personal service to shared enterprise. "An agency might thereby be- come a 'co-entrepreneur' . . . par- ticipation in profit would present an agency with the same incentives and standards of public responsi- bility as those that apply to a man- ufacturing business," he explained. "An agency would be more and more identified with business en- terprise. An ability to demonstrate cause and effect will build confi- dence in advertising; it will serve to answer skepticism provoked by unsupported claims of what adver- tising practitioners and advertising programs accomplish. The argu- ments over advertising's social and economic function will lose steam — because its reputation will rest on measured performance. . . ." Pressures galore. The pressures on agencies are many and will con- tinue to grow, Harper has said on many occasions. "We have our own lamentations over declining profits," he remarked. "During the past .five years our profit percent- age of gross income has been 3.05%. During the preceding five- years it was 5.1%. This has been a drop of 47%." In his "farewell address" to members of the 4As, Gamble, the retiring president, also commented on declining profits of agencies, pointing out that "one ol the rea- sons for this has been client pres- sure for services; another, agency competition for talented people; and a third, the general tendeiK \ to increase expenditures for em- ployee benefit insurance and pay- ment into pension and profit shar- ing plans, both of which need to be added to the payroll to get true costs figures." Gamble said that "from our 1956 Charging Study, we know that it was not at all unusual for agen- cies billing under S10 million a year to add 15% of the total charge (17.05% of net) to pur- chases while agencies billing over $10 million almost always added 15% of net." Adding 15%. "The practice of adding 15% ol the total charge (17.65% of net) now has been adopted by almost all of the agen- cies up to $40 million in billing, at least on some accounts," Gamble explained. "Also, nearly hall of those over S40 million have now adopted this practice on some ac- counts." Gamble also said that volume continues to be the most impor- tant single factor influencing agen- cy profits, but 4A members seem to be adjusting to a more or less sta- ble volume. Everyone in the business now is accustomed to the fact that agen- cies collect commissions on net- work time charges as well as pro- gram charges. In recent years the networks have been fostering the magazine concept in tv of utilizing programs as minute spot carriers, and, as Max Tendrich, executhe vice president, Weiss and (idler, pointed out, the cost of these net- work minutes combine both net- work and program charges on a completely connnissionable basis. "Prior to the advent of the mag- azine concept, agencies with clients in network tv had established rath- enter your personal subscription to SPONSOR $8 for 1 year $12 for 2 years yPA§ TESTING OF TV COMMERCIALS |to! ]S HERE TO STAY! (say the experts*) DID YOU KNOW there is a studio in New York devoted almost exclusively to the production of "TEST COMMERCIALS"? THIS "specialization" has resulted in TEST COMMERCIALS with "air" quality at surprisingly low cost. (Often Vfeth the cost of a "finished" commercial). Current users of THESE services are Ted Bates, Mc&E, Y&R, B.B.D.&O., F.C.B., D.F.S., S.S.C.&B., G.M.B., and many other top agencies. Like to see a Sample reel? Call Lou Louft at PE 6-1889. LOUFT PRODUCTIONS, INC. Times Tower Bldg., Broadway at 42nd St, N. Y. *"TV Commercials'' is testing here to stay? Sponsor. \or. 19, 19()2, page 31 SPONSOR/3 DECEMBER 1962 45 . . . and noiv, a word for SPONSOR'S sponsors a new plan lets you save $12 out of every $100 $120 out of every $1,000 $1,200 out of every $10,000 in your 1963 trade ad budget 46 SPONSOR/3 December 1962 a new plan lets you save $12 out of every $100 $120 out of every $1,000 $1200 out of every $10,000 in your 1963 trade ad budget Or (putting it another way) this new plan lets you buy $11,400 worth of advertising for every $10,000 you spend. With pride we announce our: 12% Pin-Down -the-Dates Dividend Plan — Sponsor's new and pioneering incentive to improved ad planning — by date By pinning down all the insertion dates at the time you sign your Sponsor contract, • \ou get a 129c reduction, above and beyond already attractive frequency rates as shown on rate-card #8. • You get a campaign, instead of caprice. • You retain flexibility because you can substitute insertion dates at any time during the contract period. Finally (without which what else would matter'.'' I your SPONSOR contract places you where the buyers are, because SPONSOR is the one book spotlighted to agency and advertiser tv and radio buying forces. Examples (all due in 10 December SPONSOR)- "HOW Tl ADVERTISERS CAN PLAN BENCHMARK RE- SEARCH" "THE STEP FROM TIME BUYING TO 4CCOI \T WORK' "SOAPS: WHY SPOT RADIO C 1\ HELP" "AT LAST MACY'S DISCOVERS THE RIGHT TV EORMl LA" \ot to mention this week's stories on Ed F.bell; on a new pocket computer for radio spot buying; on why TV fees are an agency problem. If you want to save $120 on every §1,000 in your budget, and if you can name your dates in advance, write, wire or phone: SPONSOR 555 Fifth Avenue • New York 17, New York • 212 MU 7-8080 SPONSOR/3 DECEMBER 1962 47 Chicago's most favorable location for the communications and advertising industry JOHN BLAIR BUILDING 645 N. Michigan Avenue Chicago 11, 111. For rental information contact Scribner & Co. 38 S. Dearborn Street Chicago 3, 111. Central 6-4204 er large departments completely separate from media departments in order to create, develop, pro- duce, and direct network tv pro- grams," Tendrich said. While there is a slight trend once again in agency-produced pro- grams, Tendrich and many of his counterparts in other agencies agreed that this is only to a minor extent and it is no longer neces- sary for most agencies to have on its staff the necessary creative peo- ple to develop tv programs. Commission is sufficient. "Therefore it seems to me that commissions derived from network time and program buys should be sufficient to cover the costs of an agency tv service," Tendrich ob- served. "The exception, as I indi- cated, is where the agency creates the show and becomes involved in its production." Many ad executives see eye-to- eye with Tendrich that agencies should not become involved in "showbiz." They feel that the net- works as well as the outside pack- agers should be responsible for network programs and the agency should be qualified to pick and choose any type of program for a particular client. "Quite frequently, however, an agency is called on to develop and help in production at the local level with an individual station," Tendrich said. "This often re- quires trips throughout the coun- try to the stations involved and considerable agency supervision. The commissions earned in these smaller markets may not be ade- quate to cover the expense in- volved. I believe that it is re- quired to have fees mutually "agreed upon by agency and client in such situations." Nature of charges, sponsor last week obtained samplings from typical contracts between advertis- ers and agencies which indicate the nature of charges for materials and services purchased. For example: "You (the advertiser) agree to pay us the net cost, before deduction of cash discount, of all materials and services (other than space and time) purchased for you on your authorization, plus 17.65% of such net cost. Items to be billed on this basis include the following: 48 SPONSOR/3 DECEMBER 1962 art work, layouts, engravings, ty- pography, mats, transcriptions, film and other mechanical parts, storyboards, jingles, radio and tv talent, programs and facilities on which the agency does not receive commission from the broadcaster or producer, package design, testi- monials, surveys contracted for with independent research organi- zations, etc. If an agency commis- sion is allowed by broadcasters on network or station shows or on tal- ent or other production costs, such commissions will be retained by us." As regards radio and tv produc- tion: "Comprehensive services in connection with all shows, pro- grams, spots (such as cutting, edit- ing, splicing of film, and the writ- ing of programs and scripts) are charged at fees agreed to in ad- vance, or at standard hourly rates. Charges for direction and produc- tion in connection with package- type and non-syndicated shows will be negotiated with the client prior to the billing of such charges — if any. Distribution of commer- cial films is the agency's responsi- bility and will be billed at cost plus standard agency mark-up (whenever standard agency mark- up is referred to, it is the figure of 17.65%). "For radio/tv and mot ion pic- ture talent engaged and programs produced pursuant to your ap- proval, we will bill you on a basis that will yield us 15% of the gross amount you pay for such talent, except that auditions (which will require your prior approval) will be charged for at our net com. "Cost of preparation of radio and tv programs and commercials, including use and re-use for radio and tv talent, shall be billed to you at net cost, plus 15%, or a fee agreed upon between us in ad- vance in writing, depending on the service rendered by us in creating, producing, and managing the pro- grams and commercials." Small returns. In summary, agen- cy profits, it is abundantly clear, have been declining and a goodly number of industry executives at- tribute it in a measure to the steep cost of maintaining television. The cost of steadfast supervision and production ol tv programs is sim- ply enormous, according to agency people. As one- veteran agency ex- ecutive expressed it in the cele- brated Frey Report some time ago: "We never 'just handle' a tv show for a client. There are scores ol collateral activities which entire marketing and advertising pro- grams require which provide little or no income." The situation, it appears, hasn't changed much since the agency compensation probe was undertak- en by Prof. Frey. However, there is one effulgent factor, as Crichton pointed out, which should be called to the attention of ANA members, and that is the matter ol agency entertainment. Crichton noted that agencies were spending kss on entertainment — only about '!"[, (actually 1.72%) of gross in- come (not billing) . "This is far smaller than most gossip would make you think," he observed. The Crichton revelation un- doubtedly sent shivers of panic clown the cashmere-covered backs of Diners' Club stockholders. ^ ®™&MH(g mm the Key to the SOUTHS FASTIST GROWlMMi PEOPLE CONSUMER SPENDABLE INCOME $1,712,153,000 RETAIL SALES $1,209,078,000 CROSS ROADS OF THE SOUTH mmmm, WW J T VchJn„el 1 2 '■ KATZ»W L BT,. 3: HOLLINGBERY SPONSOR/3 DECEMBER 1962 Sales Management Survev of Buying Power— 1961 WRVA- RADIO 50,000 Watts AM. 1140KC 200,000 Watts FM, 94.5 NIC Richmond, Virginia National Representative: PETERS, GRIFFIN, WOODWARD, INC. WALL ST. JOURNAL (Continued from page 38) The station's representative, Adam Young Inc., took the idea to BBDO Inc., New York, agency for the Wall Street Journal. John Caples, Bill Hoffmann, di- rector of radio, and Bill Beste, as- sociate media director, developed the idea with George Delaney, cir- culation sales director of the Jour- nal. Sponsorship was purchased for two reports a morning, between 6:30 a.m. and 7:45 a.m., Monday through Friday. News in commercial. The morn- ing show cuts to the newsroom for each report. There is an opening billboard, the commuter report and then the commercial. The latter is based on the content of the Joar- nal for that morning, heightening the appeal to see the paper. In addition to reaching the busi- nessman in the morning, a natural meeting place for Journal promo- tion, a supplementary reason was offered for the sponsorship. With a large segment of this commuting audience in the adver- tising business, the sponsorship serves as a tool in promoting the Journal to men who may influence space buying. Posters supplement. As part of the radio campaign, WICC has placed point-of-purchase posters at train stations. An interesting aspect of the cam- paign is the preparation of the commercials. With the messages featuring the day's editorial con- tent, the WICC news bureau writes the copy. Although briefed by client and agency on what to highlight and what to ignore, the news bureau has free rein in the preparation of the commercials. The Journal gets taped air checks each week. On occasion, institutional copy prepared by BBDO is used. Typical commercial. Here's a commercial: ANNCR.: Here's a word about this morning's Wall Street Journal . . . and two front page features. Many companies are increasing- ly concerned about job-hopping workers who swipe confidential plans when they switch to a com- petitive employer. A toy designer takes stringent security precautions. An electronics firm has a secretary spying on a trio of secret-stealers who plan to go into business on their own. Also in this morning's Wall Street Journal . . . Nixon No, Brown No. Many California vot- ers say they're not wild about either candidate in the contest for governor. The secret-stealers . . . unenthu- siastic California voters ... 2 page- one stories you'll want to read in this morning's Wall Street Journal, the paper with something valuable to everyone in every business. See why we say, "Everywhere, the men — and women, too — who keep get- ting ahead read the Wall Street Journal." This morning's Wall Street Journal is at your newsstand right now. ^ PAINT CO. ON TV (Continued from page 39) their eyes to the Eye Bank. During Omaha's "Paint-up-and- Clean-up" week, the painting com- pany donated labor to paint the home of a needy family. The unexpected result was an in- crease in industrial painting con- tracts from businessmen who de- sired to show their appreciation for the public spirit of the program. There were also public service benefits. The Lion's Club Bank recorded pledges of 35 eye dona- tions due to Dailey's free spots on the medic show. Dailey began giving away two- step ladders to all who took ad- vantage of the firm's free estimate offer. The company reported that more that 150 of the ladders had been handed out in a month's time. Tv objectives. Up until June on- ly small newspaper ads were used. Objectives of the new tv advertis- ing were 1) to cause both home owners and business firms to ask Dailey for estimates on paint dec- orating work; 2) to inform the pub- lic about Dailey's special time-pay- ment program: 3) to make the firm's public image stand for in- tegrity, responsibility, and quality workmanship. "Thanks to tv," says Dailey, "the campaign has been an unqualified success." ^ 50 SPONSOR/3 DECEMBER 1962 'SPOT-SCOPE Significant news, trends, buys in national spot tv and radio Intelligence about new products always makes interesting reading and the midwest seems poised with a flock of them. Among the companies and the forthcoming items: Kitchens of Sara Lee: Four new ones in the frozen line, especially a fruit cake which will get a lot of radio and tv attention before Christmas. P&G's Head and Shoulders: litis new dandruff shampoo is on the verge of national introduction via Tatham-Laird. Toni's Casual: Test marketing on this hair coloring is picking up mo- mentum and there's a good chance of it being heard from nationally in early '63 through North. Campbell Soup's Bounty: A canned meat dish line (NLK:B) that's about to break in five midwest markets, including Chicago. The fore part of 1963 should see spot activity on this one in at least 20 more markets. An upbeat note for west coast spot tv involves the California and Hawaiian Sugar account based at Honig-Cooper &: Harrington. A major change in media buying for the coming year has prompted the siphoning of a heavy share of C&H Sugar's $600,000 budget into spot tv. Starting this month, every major city in nine western states, including Hawaii and Alaska, will get schedules which run through next March. Spot tv availability calls coming across the counter for the first 1963 quarter show the cigarettes high up on the accounts-active list. Putting in their bids last week: Lorillard lor Old Gold. Brown &, Wil- liamson for Kool and Raleigh, L&M for Chesterfield. Other accounts heard from for January kick offs: Piel's Beer, Noxema, Coty, Chef-Boyardee, Q-Tip, Scott Paper, Minute Maid, Contac, Ajax, Columbian Coffee, Clairol, and Bufferin. For details of this and other spot activity last week see items below. SPOT TV BUYS Kayser-Roth Hosiery is gearing up for its first quarter push on behalf of Supp-Hose. The availability call is for minutes and 20's to start in Janu- ary. The account is handled out of Daniel X: Charles. Welsh Grape Juice is looking for kid's minutes in a host of markets to start next month. The buying is being done by Richard K. Manoff. Brown &: Williamson is buying lor early 1963 campaigns lor both Kool and Raleigh. Several markets are being scouted for minutes and 20s lor (Plcn.se turn to page 68) iiiiiiiiliiiiiiii WHAT ARE YOUR PHOTO REQUIREMENTS? mm;! "HADIBUTKNOWN" Vv hen we show a prospective diem just a few samples of our publicity photography, he more-than-likely ex- claims, "Hadibutknown!" This puzzles us for a moment but then he con- tinues, nodding with approval. "Such fine photos," he says, "such fair rates ('did you say only $22.50 for 3 pic- tures, $6 each after that?') — and such wonderful service ('one-hour delivery, you say?') — why, had I but known about you I would have called you long ago." Well, next thing he does is set our name down (like Abou Ben Adhem's) to lead all the rest of the photographers on his list. Soon, of course, he calls us for an assignment and from there on in he gets top grade photos and we have another satisfied account. (Here are a few of them: Association of National Adver- tisers — Advertising Federation of America — Bristol-Myers Co. — S. Hurok — Lord & Taylor — New York Philharmonic — Seeing Eye — Visit- ing Nurse Service of New York.) Why don't you call now and have our rep- resentative show you a few samples of our work? IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIHIIIIIIIIIIIIM BAKALAR-COSMO PHOTOGRAPHERS 111 W. 56th St.. NYC. 19 212 CI 6-3476 rniiiniiiHiiimiiiiiimiiinmiiiiiiimiiiiiimiiiiimiiiiimiiiiiiimimimi SPONSOR/3 DECEMBER 1962 51 'SPONSOR-WEEK Continued Agencies, clients, stations celebrate new rep office On hand to launch the Avery-Knodel office in St. Louis last month were people from all walks of industry life. Among them (l-r): Glen Griswold, gen. mgr., KOMU-TV, Columbia; Harry K. Renfro, v.p., D'Arcy; Bill Swanson, vp., KTUL-TV, Tulsa; Bob Kalthoff, tv sales mgr., Avery-Knodel IP H ■^ K ■ > fl r ~. HM^ ■■ m 3 ' - %m ■flP : l r'ifci SBn,-^-*;6;J 51 w*fsr kM Si ^ ^Jttm A holiday gesture KMBC-TV, Kansas City, mgr. Mori Greiner, Jr. MM Mil ^M mm — ^^ ^^ gj ^ ill! II 18 HI! i W ^^™* ~o«lM «M( i tm mm nwmwmwm mmmm ■ •■■ ■ ■;■ Mrs. Frank E. McKinney, Chairman of the 1962 "500 Festival" committee The voices that influence Indiana's most dynamic market Mid-Indiana — Indianapolis and its 55 surround- ing counties — has the industrial, business and civic leadership that makes its market places vi- brate with sales-productive action. To help these voices reach the prosperous homes and families in this widespread super-market of the Midwest, The WFBM Stations devote their power and influence to each advancing move for progress. If your products or services deserve a share of this market's $3,000,500,000 sales volume, use the voices of The WFBM Stations to broadcast your selling messages in Mid-Indiana. THE WFBM S TAT IONS INDIANAPOLIS, INDIANA TIME-LIFE BROADCASTinc. Represented Nationally by The KATZ Agency SPONSOR THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE WHO CAN CUT COMMERCIAL NOISE? p 29 ■ ' \9S2 Alberto-Culver head talks tv strategy p. 10 DECEMBER 1962— 40c a copy / $8 a year EDWARD RETRY 8c CO., INC, IN THE INDIANAPOLIS MARKET Photography by Hartley A f The Richard Elliotts, "typical WXLW family," trim their Christmas tree. . . . OFFERS A GIFT WRAPPED PACKAGE FOR ASSURED GREATER SALES SUCCESS-AN ABOVE AVERAGE "PROFILED" ADULT LISTENING AUDIENCE! Here's one-third of the booming Indiana market all tied up with a big red ribbon to brighten your sales picture at Christmas . . . and throughout the year! Creative research * reveals our "typical listening family" as civic and community minded citizens who are building and planning for the future! Whether it's decorating the Christmas tree ... or taking part in family hobbies and activi- ties ... as family groups our listeners enjoy doing things together! This above average adult listening audience ... of which 94% own homes ... is a year 'round gift wrapped package of sales success with your client's name on it . . . when you buy WXLW in Indianapolis! »* 5000 Watts 950 Kilocycles Indianapolis, Indiana *Ask your Robert East/man for "the typical WXLW family" prof i lei MISS MICHIGAN Cop a lip from pretty, blue-coated Carol Jean Van Valin CMiss Michigan '62) and get going in trie right direction! A glance at either ARB OR Nielsen figures prove that you will miss Michigan without WJIM-TV... dominant lor over 12 years in that rich industrial outstate area made up of LANSING • FLINT - JACKSON and 20 populous cities... 3,000,000 potentia customers... 734,700 TV homes (ARB June '62) ...served exclusively by WJIM-TV. Ask your Blair TV man *+-' WJIM-TV BASIC Strategically located to exclusively serve LANSING . . . FLINT. . . JACKSON Covering the nation's 37th market. Represented by Blair TV. WJIM Radio by MASLA SPONSOR/10 DECEMBER 1962 Why KBAK-TV bought volumes 3,4, and 5 of Seven Arts' "Films of the 50'sj Executive Vice President and General Manager KBAK-TV, Bakersfield, California "Operating a UHF television station in a market with a VHF television station is an interesting, exciting, challenging and sometimes nerve racking experience. Since our station was purchased, by Reeves Broadcasting & Development Corp., we have built complete new facilities in the center of town and have established our transmitter and tower atop Mt. Breckenridge giving us the highest tower in the West. We felt that our Friday night movie at 9:30 PM should be the very best available. After careful consideration, we purchased Volumes 3, 4 and 5 of Seven Arts' "Films of the 50's" »™* i IMiTiTTTE 1 1, iliTT i to two fine sponsors: Leo Meek Automobiles, and All Cool Aluminum. KBAK-TV went to great effort and expense to provide an opening and closing to the movies which would complement this fine group of films. We feel it is an accomplishment for a UHF station to be able to purchase these movies and to sell them at a profit, both to the advertiser and to the station." SEVEN ARTS ASSOCIATED CORP. A SUBSIDIARY OF SEVEN ARTS PRODUCTION1; 11(1 NEW YORK; 270 Park Avenue Yukon &-1717 CHICAGO: 8922-D N. La Cro$se (P.O. Box 613), Skokie. III. ORchard 4-5105 DALLAS: 5641 Charleston Drive ADams 9-2855 LOS ANGELES: 3562 Roval Woods Drive. Sherman Oaks. Calif. STate 8-8276 EMp.r?« TORONTO. ONTARIO: U Adelaide St w«i For list jt TV stations programming Seven Arts' "Films of the Individual Mature prices upon request. Third Cover SRQS (Spot TV Rates and OaSa? 'SPONSOR 10 DECEMBER 1962 Vol. 16 No. 50 SPONSOR-WEEK / News P. 11 Top of the News p. 12, 14 / Advertisers p. 56 / Agencies p. 56 Associations p. 58 / Tv Stations p. 58 / Radio Stations p. 61 / Fm p. 61 / Networks p. 62 / Representatives p. 62 / Film p. 62 Public Service p. 62 / Station Transactions p. 58 SPONSOR-SCOPE / Behind the news P. 19 SPONSOR BACKSTAGE / Tv's travail P. 26 KEY STORIES WHO'S TO BLAME FOR NOISY MESSAGES?/ Agency chief, network execs disagree on who's responsible for loud messages. p# 29 NBC RADIO STRESSES MORE RESEARCH / Affiliates hear Sarnoff, McDaniel, [WT's Jones on out-of-homes, computer data. p# 32 GOVERNOR, PLEASE CALM DOWN: AN EDITORIAL / sponsor takes a firm stand in the LeRoy Collins controversy on tobacco ads. p_ 33 ALBERTO-CULVER'S TV SUCCESS FORMULA / AC president Leon- ard Lavin traces V05 Shampoo climb. p_ 35 'BENCHMARK RESEARCH' AIDS SPONSORS/ Benchmark is a nec- essary factor for measuring ad objectives. P. 38 WHAT TIMEBUYERS THINK OF PROMOTION / Buyers reveal what station promotion works best and why. P. 40 TV SPENDING ON A ONE-WAY SPREE: UP/ Third quarter TvB re- ports give spot tv another 17% billing jump on last year. p_ 42 RADIO CAMPAIGN WAKES UP A SLEEPER / 50-year-old bedding firm overhauls ad effort; pushed mattresses on talk radio. p. 44 TV IS PROVED A SUPERMARKET BUILDER / Results are in from a TvB/WNHC-TV joint research venture in New Haven. P. 45 SPOT SCOPE / Developments in tv /radio spot P. 67 TIMEBUYERS CORNER / Inside the agencies P. 50 WASHINGTON WEEK / FCC, FTC and Congress P. 59 SPONSOR HEARS / Trade trends and talk P. 60 DEPARTMENTS 555 Fifth p. 6 / 4-Week Calendar p. 6 / Radio/Tv Newsmakers p. 63 / Seller's Viewpoint p. 66 SPONSOR ® Combined with TV . U.S. Badto ®. C S FM Ti Executive Editorial, Circulation «x_ »^ Advertising Offices: :..".:. Fifth Ave., New fork IT. 212 MCrray Hill : BO80 Mldweel Office: 612 N , . -e Mirhisiin Ave.. Chicago 11. 812-664 1166. Southern Office 3617 Eighth Ave So., Birmingham 5 |l| !| 14) 206-322-6528 Western Office: 601 California Ave.. Ran Francisco 8, 413 YTJ 1-8818. Los Angeles ^» phone 213-464-8088 Printing Office: 311 Kim Ave. Baltimore 11, Mi Subscription: r s Ss ., year. Canada $0 a year. Other countries $11 a year Single copies lOi Printed U.S. A r weekly. Second class postage paid at Baltimore. Md. FJ 1962 SPONSOR Publication When you buy Wisconsin's 2nd Retail Trade Zone . . . Wm®$ QfWf If i oooo MADISON flu: C&v/-~ ■hi' TAILOR YOUR DOLLAR TO THE MARKET! You can gel a lot more penetration for considerably fewer dollars in the Madi- son/South Central Wisconsin market -if you direct your coverage to the actual S-county market. And not to "added" counties where you're already covered. Buy WKOW-TV to make sure that you're paying solely for audience within this actual market. WKOW-TV brings your commercial into 90 per lent of tv homes, bright and clear ami unduplicated. You display your prod- uct more frequently, more efficiently. Ask your Young TV rep to prove this to you! mm MADISON, WISCONSIN Tony Moe, free. Vice-Pres. & Gei. Mgr. Larry Bcnrson, Pres. Joe Floyd, Vice-Pres. Ben Hovel, Gen. Sales Mgr. Represented by YOUNG TV EEHiJ Midcontinent Rioadcasting Group WKOW-AM and TV Madison • KELO-LAND TV and RADIO Sioux Falls. S. D. • WLOL AM. FM Mpls.-St. Paul • KSO Des Moines SPONSOR/ 10 UF.CEMBER 1962 '555/FIFTH Letters to the Editor EDITORIAL ON WILLIS' SPEECH Thanks from all of us for taking off on Mr. Paul S. Willis and his talk before the TvB. Your edi- torial in the 26 November spon- sor is excellent. The all-food is- sues of Life and some of the other publications bear complete testi- mony to the fact that the GMA is out to grab every piece of space and time it can get its hands on for strictly p.r. purposes. Thanks from all of us for alert- ing the broadcast media. We and our station associates will certain- ly keep our dukes up. The sponsor editorial is most provocative and worthwhile. ROBERT L. HUTTON, JR., vice president, Edward Petry & Co., New York. TESTING TV COMMERCIALS We thoroughly enjoyed your very excellent study on television com- mercials testing (19 November) , because of the meaningful way in which you presented this contro- versial subject. So few articles of this nature cover a subject in as broad a fash- ion as yours did. It gave the read- er an understanding of the scope of this subject by being so gener- ous with its content. We feel it is this kind of meaty, yet lucid, writ- ing which makes people look to sponsor as a means of keeping abreast of developments in this fast changing business. EDWARD E. KATZ, The Film-Makers, Chicago. L.A.'S AD WORLD I just finished reading your inter- esting article "Los Angeles: what the advertising world is like in this No. 4 ad city" (19 November). I'm sure most of the story is very accurate, but you must have used a very broad definition of "adver- tising agencies" to include as many as 600. I doubt if there are more than half that many full-fledged agencies. You must have been counting calendar sellers, ashtray printers, manufacturers of P.O. P. display units and a good many others. And to say that "More than 600 different agencies are concentrated in the Wilshire Bou- levard area" . . . whew! And you went on . . . "most of Los Angeles' 7 tv, 31 radio, 33 fm stations are concentrated along this advertising row." None of the tv stations are in the Wilshire area; they're all in Hollywood and that's hardly Wilshire. SRDS lists 26 radio stations and 25 fm sta- tions. I believe there are only 3 radio stations in the Wilshire area. The three of us also have fm sta- tions, and in addition there are piiiiiiiiiiiiiiiiiiiiiiiiin iiiiiiiiiiiiiiiiiiiiiiiiii!| I -4-WEEK CALENDAR 1 DECEMBER Academy of Television Arts & Sciences panel discussion: Hollywood Palla- dium, 19. FCC Chairman Newton N. Minow will participate with other industry leaders in discussion of "What Is Right and What Is Wrong with Television." Assn. of National Advertisers first crea- tive workshop: Hotel Plaza, New York, 11. Subject: management tech- niques in using creativity in adver- tising. Southern California Broadcasters Assn. 25th anniversary banquet and Christ- mas party: Beverly Hills Hotel, Bev- erly Hills, 12. FCC Comr. Robert Bartley will be guest of honor. International Radio and Television Society Christmas party luncheon: Roosevelt Hotel, New York, 18. National Assn. for Better Radio & Tele- vision luncheon honoring FCC chair- man Newton N. Minow: Wilshire Country Club, Los Angeles, 19. American Marketing Assn. annual win- ter conference: Hilton Hotel, Pitts- burgh, 27-29. Theme of the confer- ence is "Marketing in Transition." Information and registration mate- rials may be obtained from the American Marketing Assn., 27 East Monroe St., Chicago 3, 111. JANUARY NAB-FCC joint conference on am growth problems. 7-8. iilllllll!!ll!l!lllllll!lllif ;llllllllllllllll!lllllllll|||]]illlllllllllllllllliillllllllllll!UM two independent fm stations that would qualify as "Wilshire area" stations. That's a far cry from what you said. Maybe you were forecasting! It could be that the future will make your statistics correct, but they aren't quite right just now. FREDRICK D. CUSTER, station manager, KPOL, Los Angeles. RADIO'S GAIN IN AUDIENCE With regard to Harley Samuels' article in Seller's Viewpoint (19 November) , I would like to sug- gest that radio has not actually been losing audience. In truth, radio has been picking up audience, but like so many people, Mr. Samuels is ignoring the most dynamic part of the en- tire spectrum: fm. With some 16 million fm sets now in use and reaching at least 10 million homes a week (according to Y&R's research v. p. Dr. Peter Langhoff) , fm has indeed taken on gigantic proportions — as many alert advertisers are discovering. Mr. Samuels is right: speciali/ed programing can draw audiences. Fm listeners have known it for years! ROBERT E. RICHER, president, Robert Richer Representatives, New York. SPANISH MARKET In looking over the 5 November issue of sponsor regarding Spanish language broadcasting, I think it will do, in general, a lot of good. All of the reps that were quoted in the article were reps who have been in the business a lot less num- ber of years than I have — who originally organized the first group of Spanish-language stations in the country and Texas. Presently, I have under contract more Spanish- language stations than any other rep in the business! HARLAN G. OAKES, Harlan G. Oakes & Associ- ates, Los Angeles. PUBSERVICE TV PACKAGES "Pubservice Tv Packages Click Lo- cally" (26 November) is an excel- lent article. You did a masterful and comprehensive job in report- ing what all the stations are doing in this field. PETER M. AFFE, station manager, WNBC-TV, New York. SPONSOR 10 DECEMBER 1962 It's Allenfall's, in Duluth. Take a secon lookattheDuluth-Superior-PLUSmark* —it's bigger then you think! Bigger because KDAL-TV now delivers Duluth- Superior— plus coverage in three states and Canada— through fifteen licensed translator stations! This means Duluth-Superior-PLUS now has more than 250,000 television homes. It's bigger than you think! And only KDAL delivers it all! ^F f\ A I Duluth-Superior-Plus ■* *"*^ ™ 2nd largest market in both a WGN station Minnesota and Wisconsin KDAL-CBS RADIO-TELEVISION 3 REPRESENTED BY EDW. PETRY & CO., INC. AND IN MINNEAPOLIS /ST. PAUL, BY HARRY S. HYETT CO. highest commendation the performance of WIS-TV" unanimous resolution of the South Carolina General Assembly "We evaluate with highest commendation the performance of WIS-TV, Channel 10, particularly for its alert, fair, and compre- hensive news coverage of the affairs of our State government, its initiative in bringing thought-provoking discussion to enlighten our citizens on the problems of our State," says a recent resolution, unanimously adopted by the State legislature. The resolution adds that "there is urgent and compelling public need for the continu- ation of this praiseworthy performance by WIS-TV and its highly- trained per- sonnel." Need we add that our constant effort is not only to continue but to improve the performance our legislature has found praiseworthy? This has been our unending task in over 30 years of operating broad- casting facilities in South Carolina. WIS TELEVISION NBC / Columbia, South Carolina Charles A. Batson, Managing Director a station of -*mcsV ^TELEVISION.** The Broadcasting Company of the South G. Richard Shafto, Executive Vice President WIS television: Channel 10, Columbia, S.C. WIS radio: 560, Columbia, S.C. WSFA-TV: Channel 12, Montgomery, Ala. All represented by Peters, Griffin, Woodward, Inc. Britton-Logan Studios more • toiletry o O I OC Per Whatever your product, Channel 8 moves goods. On WGAL-TV your sales message reaches more families in the prosperous Lancaster-Harrishurg-York-Lehanon market. Why? Because WGAL-TV blankets these key metropolitan areas and is the favorite by far with viewers in many other areas as well. Your cost per thousand viewers? Less than that of any combination of stations in the area. Channel 8 Lancaster, Pa. • NBC and CBS STEINMAN STATION • Clair McCollough, Pres. The MEEKER Company, Inc. • New York • Chicago • Los Angeles • San Francisco 10 SPONSOR/10 DECEMBER 1962 'SPONSOR-WEEK Top of the news in tv/radio advertising 10 December 1962 FCC REPORTS 35% DROP IN RADIO PROFITS Radio income declined 1.2% to $51)0.7 million in 1961, but pre-fcderal tax profits fell 35.9% to $29.4 million, the FCC reported last week. But the four nationwide networks and their o.Ws reported a slight profit of $206,000 — compared to a $3 million loss in 1960. (For chart of top 50 spot radio mar- kets in 1961 compared to 1960, see p. 14.) RADIO'S LOCAL-SPOT-NETWORK SHARES For the third straight year, reports the FCC. radio time sales have had the same distribution: network, 6%; national spot, 32%, and local 62%. TOTAL FM REVENUE HITS $10 MILLION The total revenue of fm reached $10 million last year, the FCC reported this past week. Independent fm stations' revenue rose $1.3 million to $7.1 mil- lion, while fm revenues for stations operated by am licensees declined $700,- 000. But expenses rose faster than income and fm's loss for 1961 totalled $2.6 million, slightly more than $2.4 million in 1960. NIELSEN REHEARSING NEWSPRINT SEQUEL BEFORE TVB Nielsen will be giving the TvB's standards and practices committee tomor- row (Tuesday) an advanced peek at the coming expansion of the rating firm's media service to include newspaper audiences as well as tv and maga- zine audiences. The presentation holds a lot of curiosity for the reps on the committee, to this extent: how newspaper circulation and its demographic breakout can be compared to a schedule of tv spots and their demographic profile. Petry's Martin Nierman is chairman of the TvB Committee. SPOT TV UP 17% IN THIRD QUARTER Gross time billings for spot tv were $151.9 million in the third quarter, up 17% over last year, measuring the 299 stations reporting in both quarters. The total dollar amount was up 19%, reports TvB. (For details, see story, p. 42.) TOP TRIBUNAL WEIGHS PRE-TRIAL TV EXPOSURE The U. S. Supreme Court has agreed to pass on a question involving pre- trial exposure of an alleged felon to a tv news camera. The appellant is a young man who was convicted of murder during a bank robbery at Lake Charles, La., and the appeal is based on the claim that the broadcast of his quizzing by the sheriff had been witnessed by three members ol the jury. WCPO BECOMES CBS RADIO CINCINNATI AFFILIATE WCPO will replace WKRC as CBS Radio's Cincinnati affiliate effective 30 December. The network's version for the break: there was a difference of opinion over the station's discretionary way of scheduling CBS programs, with Dimensions a case in point. ;P0NS0R/lO DECEMBER 1962 11 'SPONSOR-WEEK Top of the news in tv/radio advertising (continued) NBC & NIELSEN TALKING ON RADIO RATINGS NBC Radio and A. C. Nielsen have been talking recently on how to better measure the enormous out-of-home radio audience, reported executive v. p. William K. McDaniel to the radio affiliates meeting last week. The research lag was also of concern to NBC chairman Robert W. Sarnoff. (For story, see p. 32, this issue.) NBC TV, RADIO AFFILIATES ELECT NEW OFFICERS A. Louis Read of WDSU-TV, New Orleans has been elected chairman of the NBC TV affiliates committee. Otto Brandt of KING-TV, Seattle, and Rich- ard O. Lewis, KTAR-TV, Phoenix, have been elected vice-chairmen, and Marcus Bartlett, WSB-TV, Atlanta, has been elected secretary-treasurer. Ly- ell Bremser of KFAB, Omaha, last week was elected chairman of the NBC Radio network affiliates executive committee. Thomas Carr of WBAL, Balti- more, was elected secretary. SYMON COWLES NAMED ABC TV O&O AD CHIEF A new advertising and promotion director has been named for the ABC TV o&o's. He is Symon B. Cowles, who formerly held a similar post with the Metropolitan tv stations. NBC AFFILIATES HEAR OF PROGRAM CHANGES A new Art Linkletter show will replace The Price is Right on Monday night, and the latter show replaces Don't Call Me Charlie on Friday, it was an- nounced to NBC TV affiliates meeting in New York last week. Mort Werner also reported that Richard Booneand Clifford Odets would team up in a new full-hour drama series. SPONSOR-WEEK continues on page 14 GREBE NAMED EDITOR OF SPONSOR Robert M. Grebe succeeds John E. McMillin as editor of sponsor on 1 January 1963, according to an announce- ment by publisher Norman R. Glenn. Grebe, since the spring of 1959 director of public rela- tions, personnel, and meetings at the Television Bureau of Advertising, has a broad background in broadcasting and editorial work. Between 1955 and 1959 he was in charge of business news for American Broadcasting Com- pany. His previous connections include the Mutual Broadcasting System, Radio-TV Daily, and the radio desk of United Press International. McMillin, who has resigned as sponsor editor in order to go into business as an editorial consultant, will con- tinue his Commercial Commentary column regularly in sponsor. 12 SPONSOR/10 DECEMBER 1962 How Halle's got the goods on Cleveland Soft (or hard) goods simply won't hang around when Halle's — Cleveland's famed Department Store —advertises on VVHK. Halle V. P. Norman Z. Wechsler says: "Without question, WHK has an audience that responds. They come to see our Fashion Shows. They buy our merchandise." Obviously, WHK does quite a job for its advertisers. Why not follow the example of Cleveland marketers (they're close to the matter, they know who's the leader*) and advertise on the station that commands fifty percent of the local radio business: WHK RADIO, CLEVELAND METROPOLITAN BROADCASTING RADIO, REPRESENTED BY METRO BROADCAST SALES JACK THAYER. V. P. AND GENERAL MANAGER, A DIVISION OF METROMEDIA, INC. •HOOPER, JAN-MAR, 1960— OCT-NOV, 1962 PULSE, MAR, 1960— AUGSEPT, 1962 'SPONSOR-WEEK Top of the news in tv/radio advertising (continued) JFK THANKS lO OF CUBAN "NETWORK" President Kennedy last week thanked executives of the 10 stations used in place of the Voice of America during the Cuban crisis. The stations are: WSB, Atlanta; WWL, New Orleans; WCKY, Cincinnati; WKWF, Key West; WCKR, WGBS, and WMIE, all Miami; KAAY, Little Rock; WRUL, New York, and KGEI, San Carlos, Calif. NBC RADIO REPORTS $2.6 MILLION SALES Since 2 November, NBC Radio had done new and renewal business to the extent of $2,636,000, sales v.p. William Fairbank reported last week. VIDEOTAPE PRODUCTIONS EXPANDS STAFF Charles Adams, formerly with MGM Telestudios, and Don Kyser, formerly with QXR Network, have joined the sales staff of Videotape Productions. Herb Hobler has been named director of production operations and Dick Rendeley, formerly of H&G, had joined the production staff. TOP 50 SPOT RADIO MARKETS— 1961 FCC DATA Below are national-regional radio time sales for 1961 compared to 1960. earlier years, see SPONSOR-WEEK, 13 November 1961, p. 12.) (For 1961 1960 1961 1960 Market (000's) (000's) Market (000's) (000's) 1. New York $24,614 $26,613 26. Portland, Ore. 1,476 1,598 2. Chicago 11,519 12,374 27. Indianapolis 1,463 1,577 3. Los Angeles 9,933 9,241 28. Columbus, 0. 1,448 1,649 4. Philadelphia 6,915 6,924 29. Albany, N. Y. 1,369 1,396 5. Detroit 6,188 6,770 30. San Diego 1,285 1,188 6. Boston 5,341 5,215 31. Denver 1,284 1,322 7. San Francisco 5,296 5,113 32. Memphis 1,196 1,218 8. Cleveland 3,678 3,437 33. New Orleans 1,186 1,256 9. St. Louis 3,630 3,744 34. San Antonio 1,157 1,213 10. Washington, D. C. 3,158 3,420 35. Providence 1,129 1,324 11. Cincinnati 2,892 3,081 36. Sacramento 1,100 1,122 12. Pittsburgh 2,632 3,038 37. Rochester, N. Y. 1,079 1,286 13. Minneapolis 2,550 2,491 38. Nashville 1,078 947 14. Buffalo 2,376 2,505 39. Omaha 994 1,012 15. Baltimore 2,273 2,308 40. Ft. Worth 935 843 16. Hartford 2,041 1,986 41. Jacksonville 933 811 17. Kansas City 2,012 2,090 42. Tampa 926 927 18. Houston 1,938 1,948 43. Syracuse 888 984 19. Dallas 1,910 1,872 44. Richmond 869 875 20. Miami 1,903 1,817 45. Dayton 859 942 21. Atlanta 1,855 1,873 46. Newark 837 22. Seattle 1,648 1,742 47. Charlotte 826 853 23. Milwaukee 1,568 1,659 48. Cedar Rapids 805 874 24. Louisville 1,505 1,538 49. Birmingham 788 860 25. Des Moines 1,502 1,493 50. Oklahoma City 770 798 SPONSOR-WEEK continues on page 56 14 SPONSOR/10 DECEMBER 1962 CHECK OUR FACTS. THEN BUY TERRE WITH WTHI-TV in combination with Indianapolis stations offers more additional unduplicated TV homes than even the most extensive use of Indianapolis alone. More than 25% of consumer sales credited to Indianapolis comes from the area served by WTHI-TV, Terre Haute. More than 25% of the TV homes in the com- bined Indianapolis-Terre Haute television area are served by WTHI-TV. This unique situation revealed here definitely suggests the importance of re-evaluating your basic Indiana TV effort . . . The supporting facts and figures (yours for the asking) will show how you gain, at no increase in cost 1. Greatly expanded Indiana reach 2. Effective and complete coverage of Indiana's two top TV markets 3. Greatly improved overall cost efficiency So, let an Edward Petry man document the foregoing with authoritative distribution and TV audience data. Edward Petry £ Co.. Inc WTHI-TV CHANNEL 10 TERRE HAUTE, INDIANA 1 The Embassy of Peru His Excellency Senor Don Fernando Berckemeyer, Ambassador of Peru to the United States, and Sefiora de Berckemeyer, in the Drawing Room of the Embassy . . . another in the WTOP-TV series on the Washington diplomatic scene POST- NEWSWEEK STATIONS A DIVISION OF THE WASHINGTON POST COMPANY Photograph by Fred Maroon • V ft . 1 i* ■ amsz&uneing Serving the Greater Providence Area beginning January 1 WTEV3 ABC-TV for providence -New Bedford -Fall niver^ proudly appoints h-b Television^ inc. as exclusive national representative effective iwnwnediately 'SPONSOR-SCOPE Interpretation and commentary on most significant tv/ radio and marketing news of the week 10 DECEMBER 1962 / copyright iotc The No. 1 topic of trade palaver in Madison Avenue tv circles last week was the nature of the midseason changes applied by the networks to their nighttime sched- ules and the possible flaws revealed thereby in the networking planning structure. Key question stemming from talk: could the fact that NBC TV had to resort to a second weekly exposure of feature films and that ABC TV plugged up a prime hour with reruns indicate an absence in the business of programing planning in depth? The posers of the query noted that they realized that the networks were making a tremen- dous investment in regularly scheduled programing hut what thev couldn't understand is how come the networks, in order to keep up quality, do not provide for some spares to draw from in the event of a midseason emergency. A side inventory of this sort, they pointed out. would seem mandatory if only to protect the flow of short term contracts. Loads of optimism about spot tv's state of health for the first quarter of 1963 prevails among key reps. A gauge cited hv one of these reps: last week his office submitted availabilities for four times the number of accounts as it did the parallel week of the year before. Another happy sign : quite a number of the inquiries point to a 7 January sched- ule start, whereas last year the new year buyers in large measure pencilled in their schedule for late January takeoffs. Still another factor favoring spot tv: advertisers who haven't fared so well in rat- ines with the current season's network schedules will from agencv indications trans- fer hunks of their investment to the other side of the medium. If you take the estima'es coming out of the TvB as an indicator of eventual ratios, national-regional spot tv could wind up ahead of network tv in the FCC- report on the industry's 1962 revenues. Should the figures turn out that way it would he the first time that spot has had the edge in at least eight years. Spot billings, as it is. have been steadilv edging up on network in the FCC reports in recent vears; that is. the margin has been "ettintr narrower and narrower. With TvB's indicator as a base, SPONSOR-SCOPE is herewith taking a stab at guestimatins what the FCC 1962 time sales report might show for the various see- tors of the medium — as compared to 1961 : 1962 1961 SOURCE Network National-Regional spot Local TOTAL $535 million '■) 15 million 220 million 1 ,300 million * 180.2 million 168.") million 211.2 million 81.160 million (For TvB's estimate of spot tv billings for third quarter see SPONSOR WEEK, page 11. 1 The SRA is getting closer on its annual radio spot estimates: for 1961 it was only 2.3% under the FCC national-regional spot tally of S 1 37.3.>2.000. Estimate out of the SRA showed a 1.0',' loss on the year, whereas the FCC computation make- the national spot revenue for 1961 an increase of 1.3% over 1960. For highlights of FCC--, radio-fm financial data for 1961 see SPONSOR WFFK. page 11.1 SPONSOR/10 DECEMBER 1962 19 "SPONSOR-SCOPE Continued If Y&R is looking for general acceptance of its new plan for availability sub- mission, the agency, it would seem, has quite a selling job to be clone on some of the tv reps with heavy stakes in top markets. SPONSOR-SCOPE garnered this impression last week from a cross check of the key reps. The reps who said they didn't warmly cotton to the idea of turning in their availahilities by rote for feeding into a computer advanced arguments such as these: • The system suggests preeminence for the cost-per-1000 factor. • Overlooked is the fact that a single rating doesn't tell the full story of a spot's value and efficient evaluation comes from knowing all the qualitative elements, something for which Y&R's new availability submission form doesn't provide ample room. • The machine cannot replace the judgment which comes from personal con- templation of various nuances that are not even contained in demographic data. • A rep can't represent his station with utmost capacity if budgets are kept secret and he is barred from pitching for all, half or less of the schedule. Sidelight: Y&R communicated its plan by individual letter to reps rather than calling them in for a collective session on advice of counsel. The advice was an out- growth of the Petke litigation against the agency, which resulted in a $125,000 settle- ment. Lorillard's Old Gold Spin Filter (L&N) would like to get into radio sports on a sizeable scale for 1963. Reps who've been quizzing their stations on that score report that they're finding very little with which to encourage the brand's pursuit. With local stations sports ranks as much a premium commodity as it does in tv and a beer or oil account can always be found in line waiting for a sports spot to open up. The hours of viewing in October, according to Nielsen's count, were off an in- significant three minutes as compared to the like month of 1961. This time the average viewing per home came to 5 hours; 4 minutes, whereas a year ago it figured 5 hours; 7 minutes. The difference was mostly in the shank of the evening. Sealtest, through a traveling contacter out of Aver, is trying to get local rates from radio as well as tv stations. Radio reps report that Sealtest's success so far has largely depended on the reaction of the higher positioned station in the market. If that level of station holds out firmly enough it's able to get the schedule on a national spot basis. Sealtest plans to use six to eight flights in either media during 1963 and it has bid for the local rate on this premise: it's entitled to the same price allowed a local or regional dairy on the theory that they are as much a competitor as a national dis- tributor. Some of the Madison Avenue agencies with extensive buys in nighttime spot carriers are deeply disturbed by the report that CBS TV is giving serious thought to eliminating billboads from all multiple sponsored programs of that type. The source of that contemplated step: frequent wrangling between agencies and the net- work's commercial acceptance department over the tendency of copywriters to embellish the billboards with descriptive and other phraseology. Apparently CBS TV's abolition advocates figure that this problem will be solved if the minute participation buyers have no billboards to argue about. Say the disturbed agencies: if we can't get the added glamor of these billboards we might as well recommend that these client convert to selective spot. 20 SPONSOR /10 DECENfBER 1962 ' -SPONSOR-SCOPE I Continued The only two giant spenders that have done conspicuously well hy themselves in network tv audiences this season are General Foods and Lever Bros. According to the 11 October Nielsen, as broken out by an interested agency, General Foods came out with an average rating of 24.7 ami Lever, a 24.3. Bristol-Myers, among the drugs-toiletries, carved out an average of 19.1. In contrast American Home Products and its Whitehall Division fashioned a 15.3 average. The averages for the other soaps: P&G, 17.9; Colgate, 17.6. The average of nighttime averages for the period was 16.5, which, incidentally, was a point less than prevailed for the 11 Octoher report in 1961. Metropolitan Insurance (Y&R) will be going blacktie the day after Christmas with the sponsorship of CBS TVs 90-minute Years of Crisis at a cost of over $250,000. The insurance companv has an instant news commitment with the network, but lately there hasn't been enough crisis to go instant about. Hence this one-time shot does two things: (1) absorbs the yearend money left over; (2) creates an air of added pres- tige and status for the Metropolitan name. The broadcast will actually be a blacktie event out of the Caspery auditorium and therell he a simulcast over CBS Radio. An interesting sidelight on the rating encompassed by the 11 October Nielsen is the relative number of nighttime series contained in the various rating segments by individual network, as evolved by a Madison Avenue agency. Here's how these segments break out: NETWORK 20 AND ABOVE 15 TO 20 UNDER li ABC TV 20 13 17 CBS TV 10 8 9 NBC TV 2 12 8 TOTAL 32 33 34 The Institute of Life Insurance (JWT) will be ducking in and out of network tv during the balance of the 1962-63 season wi'h sponsorships in specials of a docu- mentary nature which have specific human interest appeal. \n example: The Adopted Child (NBC TV). NBC TV garnered two-thirds of the SI .5 million that S. C. Johnson is spending on a special spring campaign, starting around 1 February, with B&B the agency. Tlie remaining 8500,000 was allocated to ABC TV for a package of day and night minutes. At NBC TV it'll be daytime only. Because of the order's limited run. NBC TV had to do some tall schedule squeezing. CBS TV couldn't participate: it didn't have the open time. Price figured prominently in the negotiations. There's a school of agencymen who think that network tv documentaries, es- pecially NBC TV's, would be graced with a higher standard of commercials if the news departments would cooperate with sponsors. Argue these agenevmen: the commercials would be far more compatible in taste with the documentaries if the news departments would let the participants see the contents of the documentaries in ample advance time. The nub of their complaint: the news departments lean so far back in their efforts to avoid sponsor influence that they make it almost impossible for the agency to blend in the right sort of commercial. The attitude is described as highhanded and unreasonable. SPONSOR/10 DECEMBER 1962 21 -SPONSOR-SCOPE Continued NBC TV has found in the L&M brand a frequent customer for documentary specials of various kinds. It's the only cigarette that has adopted that type of programing as a continuing thing for the 1962-63 season. The premise: it is through such specials that the lightest of viewers are certain to be reached and in a mood that blends in particularly with the L&M copy theme. A being-dreamt-about move tbat could rock both CBS TV and General Foods: expanding Ben Casey to 90 minutes and scheduling it 8:30 to 10 the same night. Implications: (1) ABC TV might take over Monday command from GF's strip of top- raters; (2) ABC TV would have strong bait in the three added minutes for package buyers; (3 I it would mean much for Ben Casev's revenue in the European feature market. For those who like to indulge in the philosophical, a lively subject of introspec- tion might be: what is it that distinguishes the eminently successful agency from the others? An answer that veteran admen often cite: a dynamic personality that serves as rally- ing point for the organization. He can be either a good businessman or administrator grounded in the creative. What makes such a rallying point imperative is that unlike a manufacturing plant things in the agency field are not highly stratified or permanently organized. The product cannot he specifically defined or labelled. Therefore there has to be a figure at the top who through either intellectual sweep or driving force invests the agency with a distinctive aura. In other words what it stands for. When that is gone an agency may go along for a while on past momentum, but the lack of the rallying point will catch up with it. Has media research shackled itself to expanding the grooved approaches in- stead of trying to cut new paths? Some Madison Avenue thinkers will answer this poser in the affirmative and single out research in tv as a blatant case in point. The rush to the computers, they'll tell you. may be denned as merely an attempt to give further sustenance to accepted app roaches and harden the grooves. Those immersed in the computer pother a re inclined to talk about assaying for the quali- tative but what they're really doing is piling up more quantitative data and not seek- ing, for instance, to find out how to use tv in special ways. Nielsen has a diplomatic answer to the query raised in 28 November SPONSOR- SCOPE as to how come Nielsen local reports give higher audience than ARB while in national reporting it's the reverse. The reply: "Add up a program's NSI audiences and they'll total pretty close to the Nielsen national figure." Implied translation: at least Nielsen agrees with Nielsen. Marketing and media people handling farm accounts in the midwest say they find their efforts to develop farm business for tv rather perplexing. The core of their complaint: station managements and tv reps don't seem to be in command of the kind of audience information that could be used to support the recommendation of a tv plan. \lso discouraging to them is a general disposition among stations and reps to come up with ideas on how this type of advertiser can most effectively implement a tv cam- paign in their particular markets. 22 SPONSOR/10 DECEMBER 1962 In Indianapolis— people are listening tor the 'Sounds of the cny The "Sounds of the City" are keeping people attuned — and tuned— to WFBM in Indianapolis! At any moment they might hear a just-for-fun broadcast from a city school-yard at recess ... or an interview with anyone from a visiting celebrity to a local shoe shine boy. We have even sent our man up on a girder to interview a riveter at work high above the city's skyline. In short, our audience expects the unexpected from WFBM Radio . . . and they listen for it. WFBM has their attention. If that sounds like the climate you'd like for your ad- vertising, this sounds like the time to call your KATZ man! WFBM RADIO 1260 INDIANAPOLIS TIME-LIFE BROADCAST INC. Represented Nationally by the KATZ Agency SPONSOR/10 DECEMBER 1962 23 WxBm "<2r:" - ■ . On November 5, 1956, WTVT began telecasting a full hour of information each week night at 6 o'clock. Sports, fishing, weather, local and world news, and the station's nightly editorial are combined under the title PULSE in a flexible format that permits the updating of late-breaking stories throughout the 60 minutes the program is on the air. We are happy that our viewers have found PULSE to be an attractive way of presenting the news: Prime time starts at 6:00 on WTVT, where PULSE frequently outrates many of the top programs, both local and network, in the Tampa - St. Petersburg market. And we are gratified that other television station operators have begun to embrace the extended, in-depth, informational program concept. Six years old is young— but that's nearly half the lifetime of the television industry. We are proud to have taken this pioneering step. ''the heartbeat of a changing world v m 52 Urn. A YEARS © TAMPA/ST, PETERSBURG THE WKY TELEVISION SYSTEM, INC. WKY-TV and Radio, Oklahoma City KTVT, Fort Worth — Dallas Represented by the Katz Agency THE STATION ON THE MOVE ... IN THE MARKET ON THE MOVE! IN PORTLAND OREGON... IT'S EYE-CATCHING KOIN-TV Women can get bored to death when all they have to look forward to every day is housework. KOIN- TV sees to it that women in Port- land, and 34 Oregon and Wash- ington surrounding counties, have something else to look forward to ... a really eye-catching array of daytime programs. That's why, ac- cording to Nielsen, daytime's a good time to buy KOIN-TV. Channel 6, Portland, Oregon One of America's great influence stations (g/ Represented Nationally by HARRINGTON, RIGHTER & PARSONS, INC. Give them a call, won't you? 'SPONSOR BACKSTAGE by Joe Csida Television's Travail Travail, thy name is television. Hardly a day goes by that broadcasting doesn't have its full measure of bumps and knocks. If Jim Hagerty isn't being blasted because an ABC TV news show features Alger Hiss on Richard Nixon, Lu- cille Ball is getting subtle threatening notes from the National Italian-American League to Combat Defamation indicating every confidence that she will not permit good Italian names to be used ex- cessively for gangsters on The Untouchables. If the FCC isn't havinjl at video, the FTC is, and if a Congressman from somewhere ha turned his carping attentions elsewhere for the moment a Senatol from somewhere else has not. Television people are accustomed to this. But even so, last weell was rather much! sponsor editor John E. McMillin had hardlf finished calling the attention of the industry at large to the coml pletely out-of-line speech of Paul Willis, president of the Grocen Manufacturers' Assn. (see speech and editorial, 26 November issue) when LeRoy Collins, president of the National Assn. of Broadcast ers, himself, told the Portland regional meeting of the NAB (anc thus the entire country) that he thought broadcasters should make "corrective moves" to avoid influencing high school-age (and lower) children to smoke. Understandably, since the tobacco firms spend over $100 million in television, and over $30 million in radio, many broadcasters were quite upset. Even more understandably, many tobacco people were upset too. The trade press has dealt extensively with Collins' speech and the reaction to it. The consumer press has had quite a ball with the subject as well. Two of the most interesting sidelights of the situa- tion which have come to my attention are these: 1. By quite an odd coincidence the president of the Tobacco In- stitute, George Allen, who is leading the outraged cigarette industry in protesting Collins' remarks, was one of Collins' closest rivals in the race for the presidency of the broadcasters' association. 2. Jack Gould of the New York Times, in a piece on the subject1 Wednesday, 28 November, quotes "one broadcaster's" reaction as follows: "The Governor has us over a public relations barrel. How can you seem to be against school children?" This last remark, of course, apropos of whether Collins' contract as the $75,000 per year prexy of the NAB will be renewed when the question comes up in January. Cigarette problem still red hot We may all be sure of one thing. Neither the nation at large, nor the broadcasting industry has heard the last of the cigarette prob- lem. It is fairly well known, of course, that in England both the Royal College of Surgeons and the Government itself have been conducting most aggressive campaigns to discourage smoking. Brit- ish television doesn't carry cigarette or other tobacco commercials before 9 p.m. There are certainly enough forces in the country who are convinced that smoking is harmful and must be curtailed, if not eliminated, to keep the issue red hot. (Please turn to page 65) 26 SPONSOR/ 10 DECEMBER 1962 IN SAN ANT sm: Sells to a 105-county market of f more than 4,800,000 Texans . . . via G4ftOUStt MOlo A brilliant new programming format beamed to modern adults GOLDEN HIT MUSIC of familiar tunes COMPRE- HENSIVE NEWS REPORTS of local, regional and national interest every half-hour THOROUGH SPORTS COVERAGE featuring Colt .45 baseball, Southwest Conference and Professional football, plus complete sports results. 50,000 watts at 680 kc m & Represented by ** P ETERS, G RIFFIN, W OQBWARD, inc F°*HB*LY KSNS *ADIQ 'ONSOR 10 DECEMBER 1962 '-'7 ggj^^3ng^E3E33B35B3IIE!!3B BUT. WKZO-TV MARKET COVERAGE AREA • NCS '61 WKZO-TV Will Give You Mammoth Coverage in Greater Western Michigan! Every day, every night, every week — WKZO-TV reaches more homes than any other Michigan station outside Detroit. It's a whale of a station in a whale of a market! See for yourself in NCS '61. WKZO-TV has weekly circulation in 456,320 homes in 30 counties in Western Michigan and Northern Indiana. Prosperous homes, too SRDS credits the area with retail sales of over two and one-half billion dollars annually. Let Avery-Knodel give you the full story. And if you want all the rest of oiltstate Michigan worth having, add WWTV/WWUP-TV, Cadillac-Sault Ste. Marie to your WKZO-TV schedule. JfiThc Blue Whale reaches a length of 108 feet and a weight of 131 tons. 32ie &etyeb Mt/wn6 WKZO KALAMAZOO-BATTLE CREEK WJEF GRAND RAPIDS WJEF-FM GRAND RAPIDS-KALAMAZOO WWTV-FM CADILLAC TELEVISION WKZO-TV GRAND RAPIDS-KALAMAZOO WWTV/ CADILLAC-TRAVERSE CITY /WWUP-TV SAULT STE. MARIE KOLN-TV/ LINCOLN, NEBRASKA /KEIN-TV GRAND ISLAND, NEB. WKZOTV 100,000 WATTS • CHANNEL 3 • 1000' TOWER Studios in Both Kalamazoo and Grand Rapids For Greater Western Michigan Avery-Knodel, Inc., Exclusive National Representative* 28 SPONSOR 10 DECEMBER 1% 'SPONSOR 10 DECEMBER 1962 Who's to blame for noisy messages? ► One adman says broadcasters should control ► Another says agencies need self-policing ► Networks say they're doing all they can +- "Lumped together" commercials proposed ■ ■ . ••- Like Mark Twain's weather, tv commercials occasion a greal :leal ol comment, and, like the ■gather, nobody seems to do any- thing about il except to dress ac- cordingly . However, one serious "rain- Baker" — William B. Lewis, ken- yon 8c hckhaidt board chairman — several weeks ago pelleted the tv commercial cloud with a lew recom- mendations which he hoped might precipitate some changes. His suggestions were: 1) that broadcasters pla\ a mote decisive role in seeing that messages are not too "noisy," too numerous, badl) placed oi in bad taste; 2) thai com- mercials be shown bunched tO- gethei without interrupting any program as is the practice in Eng- land and Italy. I he Inst recommendation evokes two responses Erom network execu- tives. The first is an articulate sigh; the second is that the net- works have long been monitoring commercials lor content and noise level to a degree which the\ feel is their limit. The second recommendation, al- though considered worth study, is deemed unworkable in die United States because ol the tremendous he most "gainfully" employed man in the control room a .i network studio in New York, audio control engineer (lei foreground) keeps sound variations between limits ("riding Je gain") via knobs (pots) on audio console. lit mixes, fades, etc., with one eye on volume indicatoi on vertical panel P0NS0R 10 DECEMBER 1962 29 Agency heads advocate soft-spoken tv sell Putting the blast on noisy commercials, "bad taste" Changes would improve entire media according to William B. Lewis (1), Kenyon & Eckhardt board chairman, and Edward H. Weiss, head of own Chicago agency competition here, unlike the Eng- lish and Italian systems. Another interesting suggestion — that advertising agency people not only write messages but participate more actively in programing — was also put forth several weeks ago by Edward H. Weiss, who heads his own agency in Chicago. Lewis, in an address before the Broadcasters' Promotion Assn. in Dallas, said: "S*ricter control." "My recom- mendation is simply that broad- casters and telecasters take stricter control of their commercial content and scheduling just as they have taken stricter control of their pro- gram content and scheduling. "If you fear this move will bring retribution from many advertisers, remember that many advertisers bitterly opposed (and some still do) the regaining of program control by the networks, yet they still keep increasing the millions of dollars they spend in tv. "The main body of complaints the FCC receives," Lewis continued, "from viewers about radio and tv concern commercials in one way or another. There are too many of them. They are too loud and stri- dent (and this complaint has just been verified by H. H. Scott, Inc., engineers, who found that on 65% of 10 tv programs monitored, the commercials were louder than the programs they inhabited). "Many of them are nauseating. Much too often they interrupt pro- grams without thought, taste, or common courtesy. It is most im- portant to remember that these complaints do not originate prin- cipally with minority groups; they come largely from viewers and listeners who otherwise find Amer-' ican broadcasting entirely to their liking. "Now I am about to suggest," Lewis went on, "that broadcasters cut clown the number of commer- cials they carry (I, too, know on which side my bread is buttered). And I strongly suspect that listen- ers and viewers would complain a lot less about the numbers of com- mercials if the more flagrant pro- gram interruptions were eliminated. Lower the decibles. "But I am going to suggest," he said, "as force- fully as I know how, that broac casters have the right to better cor trol the content and scheduling c the commercials they broadcast and that if they will exercise tha tight to the extent of lowering th decible count of the more obnox ious hog-callers, of banning out right the commercials in palpabl bad taste which irritate, antagonize or nauseate large segments of th viewing and listening public, ancj of adopting a scheme for eliminat ing program interruptions whicl has proven profitably feasible ii England, they will then material! increase the value — and the imag — of their medium to their critic; to all of their publics, and even- eventually — to their advertisinj customers." Lewis then turned to Englanc and Italy to show how "the raor maddening of the program intei ruptions" are avoided "with phe nominally good results. England and Italy. "In Britisl commercial tv there are no pro gram interruptions by commercials In a well-defined three-act play there may be single commercial between the acts (where they in terrupt nothing) but otherwise al the commercials are bunched be tween programs." He noted that British "commer cials are not so hurried and frenetic as our station-break quickies. Out trouble is that we have prograr interruptions as well as bunch-up: at the breaks. "In Italy," Lewis continued, "ad vertising is allowed for only abou 15 minutes a day. Never is there < commercial break in the middle o a play or opera or movie. But wit! all of these limitations, ingenuity and showmanship have solved th( problem of advertising eftectivenes! on Italian tv. "The most popular program ir Italy is a daily program devoted en tirely to commercials and nothing else! It is called Carosello; it made up of five two-minute com mercials; it employs the best actors comedians, and singers in Italy; it amuses, entertains, and sells to beat hell; and it is telecast in prime evening time, that is from 8:55 tc 9:05." 30 SPONSOR/10 DECEMBER 1962 Controls on loudness. In refer- ng to "noisy" commercials, Wil- ;iin B. Lodge, CBS TV vice presi- LMii in charge of affiliate relations id engineering, said thai changes i audio level "is an easy thing to iticize, but a complex problem ) police properly" because of the Ult ranges in audio level in the mrse of a program. In o.clc to compensate and con- ol these variations, CBS TV uti- zes three technical devices: a vol- ute indicator, a volume limiter, id a recording volume indicator. I he VI enables audio controllers > make adjustments as thev arc jeded. The limiter electronically id automatic llv prevents audio llunie from exceeding maximum ipits. ft is similar to a safety valve i a boiler. The recording VI makes a per- lanent record, via an inked chart, how audio level was controlled loment bv moment. It is not used , a spy system on audio men, pdge s'id. but is a practical way > re-examine steps which may ave led audio to exceed limits. Not truly loud. One ol the main reasons why it is not simple to maintain a stead) sound level, he continued, is that "the measured intensity of the audio level docs not always agree with apparent loudness to the human ear." ! mellow voice, he explained, sounds low, while the intonations of a staccato voice, or a staccato delivery, sound louder, although, scientifically, the air molecules are moving at the same rate. A commercial demands greater alertness from an audio man, Lodge said, because none ol the valuable time is wasted, whereas in programing, there are many inter- vals of no dialogue, etc. One ol several techniques em- ployed to alter original sound variations, Lodge revealed, is (ailed "volume compression." When re- cording on tape, him, or sound track, this method enables volume variations to be smoothed out by bringing up (making louder) the weaker passages. Noting that "nobodv can be 100% pei led no matter how dili- gent," Lodge concluded that ". . . insolai as oui network is concerned we make eveiv possible efforl to prevent disagreeable audio level changes. We have extensive- train in» programs, instruction booklets, and a standard operational pro- cedure, just lot ibis one problem." The content problem. Also ol "constant concern" to CBS IV is the style and content ol commei cials, according to foseph II. Ream. vice president, program practices. Xcarlv all messages are reviewed in the storyboard stage before anv filming or taping is done to allow for changes where necessary. All ( ommen ials are looked at before ihev go on the air. The network not onlv adheres to the NAB Code. Ream said, ". . . but we think our standards are higher. The Code's just the starl- ing place lor us." Most problems in "taste" in com- mercials arise in certain categories, he said, such as cold and headache and antacid (proprietaries). "We prefer to present the positive rathei (Please I in n to page 51) letwork execs claim elecasters do their itmost to control . . . Eyes and ears at the switches (I. to r): Carl Watson, NBC directoi ■ '■ is' > tandards (ra l:o and tv); foseph H. Ream, CBS TV vice presi- p o jram pra< tices, and William P. i - CBS rV vi . si ' :ii in charge affiliate relations and eng. . . . noise and taste in messages before airing and on-the-air 'ONSOR/10 DECEMBER 1962 31 NBC Radio stresses more researcl ► Affiliates hear out-of-homes data ► Sarnoff, McDaniel point to new studies ► Nielsen outdoor data being updated N lew out-of-home listening data and new uses for computers were two main themes of addresses before the NBC Radio affiliates, meeting in New York last week. NBC board chairman Robert W. Sarnoff stated that radio is today. s "biggest bargain in advertising" because measurements often miss 75% of the audience, which is lis- tening to automotive or portable radios. Sarnoff stated NBC has been "taking conscientious measures to close this research gap." Trade ob- servers sensed in his talk a veiled illusion to ABC Radio's new Sind- linger figures, but Sarnoff did not mention them. Executive v.p. William K. Mc- Daniel stated that NBC Radio was following up its C. K. Hooper study, made last fall, of oul-of- home radio listening, with a series of meetings with A. C. Nielsen in the hope of coming up with a solu- tion to the problem. He stated that Nielsen estimates were improving. Need for ingenuity. McDaniel called lor ingenuity in finding methods to measure "the great bulk of today's listening — and the grow- ing part," the use of millions of portable and automobile radios manufactured each year. "The au- dience to car and portable radios is huge," he stated, mentioning that "we have indications that, on a Sunday afternoon, it is nearly double the audience listening to plug-in sets." JWT v.p. Richard P. Jones, the first agency media man to address the meetings in 1 1 years, spoke ol the big challenge of competitive merchandising and suggested that computers might be the tool to prove the value of the radio media for specific advertising needs. McDaniel also reported on Nl Radio business and programi progress. He claimed NBC Rac was now three years in the bla< with 40% of all measured sp< sored network radio hours. McDaniel, referring to static ary mechanical devices used measure radio listening, said tl they were no longer adequate measure today's large non-plug radio audience. He pointed out that 25 millij new radios are made every ve; three-fourths of them self-powert McDaniel estimated that 2,700 n< radios were now made an hour. He called Nielsen figures on t out-of-home radio audience rou estimates, but stressed that work improve these early figures is pt gressing. McDaniel gave credit to NI Radio for pioneering non-plug- studies, such as the one Hooper d last fall. The Federal Bar Association, t Boston Symphony, and the Tr; sylvania Symphony of Brevar N. C. will provide new NBC R dio programing in 1963, report* McDaniel. Radio called "biggest bargain in advertising" today Addressing NBC Radio affiliates meeting last week were (1 to r) Robert W. Sarnoff, NBC board chairman, William 1 McDaniel, exec. v.p.. and Richard P. Jones, JWT v.p. — the first agency media man to address meetings in last 11 vea 32 SPONSOR/ 10 DECEMBER 196 EDITORIAL what we believe in and what we fight for Governor, please calm down We are deeply distressed and upset by the uproar, the public controversy, and the extreme bitterness which has been generated by the "Portland Speech" ol NAT. president I.eRoy Collins on the subject of tobacco advertising. It is hurting the industry and, let no one be mistaken about this, it is hurting I.eRoy Collins as well. We believe the time has come lor new, clear-headed thinking about the problem by everyone involved, including most especially the Governor. We admire and respect Roy C loll ins. We know him as a man of character, in- tegrity, and high ideals. We are certain he acted out of deep personal convictions. And we do not quarrel with him lor that. But we do believe that the Governor has been trapped— by his own idealism and perhaps by his own courageous stubbornness— in a wholly indefensible position. We do not think he is all wrong. But we are afraid he does not yet fully realize that he is not all right. We think it would be tragic lor him, and lor the industry, if the rift between the NAB presidency and the XAB membership continues to widen. That is why we want to try to say here— to Roy Collins, to broadcasters, to ad- vertisers, and to agencies— certain things which have not been said in all the wide- press coverage which the Portland speech has received. The worst thing about the entire cigarette incident is that it has seemed to array a fearless, peerless Sir Gallahad Collins against a robber band of black-hearted broadcast brigands interested only in preserving the tobacco industry's $150 mil- lion advertising expenditure. Not good guys vs. money-makers Roy, you must know in your heart that this is wrong— even il the over-simpli- fication has strong appeal for gleeful enemies of private business, enemies of broadcasting, and other biased special interests. You're a good man. But in some of the newspaper stories and epiotes that have appeared since your Portland speech, you have sounded like a prig. You have sounded, in fact, as if you had drunk too deep of that most dangerous of all crusader cups— the opiate of spiritual pride. Undoubtedly you've felt you had your provocations. The most vociferous of your industry critics have simply stressed the "we mustn'l lose the bucks" argument. Others have quarrelled with you lor parliamentary rea- sons (you should have consulted the NAB board). Obviously you haven't been impressed by such talk. But there is another aspect of the problem which Ave hope you will consider: dozens of thoughtful, sincere men in out business question the propriety of your Portland remarks on moral and ethical grounds. ONSOR/10 DECEMBER 1962 33 EDITORIAL Continued They believe, with considerable reason, that you have tried to justify basic- ally unethical methods because of your own high purpose. They believe you have been carried away by personal idealism at a sacrifice of moral integrity that you have let your zeal for reform color your judgment. And they deserve your most thoughtful attention. No responsible broadcaster, agency man, or advertiser in America today will deny that certain areas of tv advertising do need clearing up. Perhaps there are certain phases of cigarette commercials which deserve more careful Code scrutiny than they have yet received. A leader not a czar But Roy, never forget this. In your NAB post, you are neither a dictator, a fuehrer nor a czar. You are the leader of an organization of free men. And you must respect your membership if you expect them to follow you. There were certain aspects of the Portland incident which implied a strong dis- respect for some of your closest NAB advisors. There were indications, in the comments attributed to you in the daily press, that you considered your actions wholly unchallengable, immaculate and invio- late. You were determined not to give even an honorable inch. We hope that in this you were misquoted and misinterpreted. But in any case we ask you to consider these facts. Over 17 million Americans are dependent in whole or part on the tobacco industry. It is one of the economic mainstays of several of our states. It has made great contributions to government through taxes, and to various charities and educational organizations over the years. No matter what you, or anyone else, may think of the effect of smoking on teen- agers, or the improprieties of cigarette commercials, the tobacco industry, if in- dicted, deserves a fair hearing like any American institution. We do not believe that you consciously intended at Portland to deny the in- dustry its basic rights. But we do think that you failed to understand that your speech, coming from the head of an important national organization, had this effect. And in our opinion, this was a more serious moral lapse than the employment of a Roger Maris to give cigarette testimonials, or the use in tobacco commer- cials of bright gay young socialites. We ask you to consider this within your own conscience. The reason why we presume to speak so bluntly and publicly to a man we are proud to call our friend is because we believe that broadcasting needs LeRoy Collins, and that LeRoy Collins needs broadcasting. In the NAB Code meetings and Board meetings which lie ahead we hope that there will be a meeting of minds, and a meeting of hearts, and a reestablishment of mutual respect. This is what the industry needs, what we all need. ^ SPONSOR/ 10 DECEMBER 1961 'Tv Spectacular," theme of sales convention \t Uberto-Culver's convention (25-2(> July), held at O'Hare Inn, Chicago, sales plans were presented in the form <>l skits based on tv shows, starring company execs, and a mock tv set adorned the stage. I \ stars ol company-sponsored shows attended Alberto-Culver's tv success formula ► President traces V05 Shampoo's climb ► Places $30 million in medium for '63 ► Tv is "conservative investment," no gamble Television is an integral part of )in company's philosophy, empha- sized Leonard Lavin, president of Mberto-Culver, in his talk before lie Chicago Broadcast Advertisers' mub on 13 November. Reprinted beloiu arc excerpts rom this speeeli in which Lavin )iil lines the principles the firm 'oil owed in order to realize such Kns in sales: $400,000 in 1955 to wer S55 million in 1962. t exactly 10 minutes after 2 on a Monday afternoon in 1955, I viewers in Philadelphia wit- nessed a commercial lor a strange product (ailed Alberto V05 Hair- dressing. Two days later, on a Wednesday morning at 11:30, the same commercial was run. And two days alter that, viewers saw the commercial again — at .'5:00 on a Fri- day afternoon. While this was going on, a hand- ful ol men who comprised the in- fant Alberto-Culver Co. crossed their fingers with the optimistic ex- pectation that these three commer- cials would sell the entire greater Philadelphia market . . . and sell them on a hairdressing. Needless to sa\. our three-spot-a- week schedule didn't sell the entire market. Not b) a long shot. Hut it did sell enough people to enable us to soon expand our television elloit to include Kansas City, then Atlanta. Naturally, in order to do this, we needed immediate sales. And immediate sales is what we got. With such a rich return for our advertising dollars, we labeled tel- evision a conservative investment . . . the same label we affix to it to- day. Tv not a gamble. The onl) dif- ference between treating television as a conservative investment and television as a gamble, is the n.n you think about it. You purchase your television time the same: you arrange your schedules the same: you create your commercials the PONSOR/10 DECEMBER 1962 35 A-C president chats with stars of company-sponsored shows At left, A-C president Leonard H. Lavin (second from 1) discusses fall tv season and Amanda Blake. Milburn Stone of Gunsmoke. At right, V05 Shampoo, an same. However, if you consider it a gamble, with a high risk of loss, you may be reluctant to use it. If you consider it a conservative in- vestment you leap headlong into its use . . . fully confident of rich rewards. This is exactly what Alberto- Culver has done. In fact, this is al- so what you yourselves have done by investing your time and energies into the medium which has brought such a change in the American economy. There is no one among us here who can deny the tremen- dous opportunities which television lias made for selling on a grand scale, least of all me. Television has been cited as the single most im- portant factor in the growth of Al- berto-Culver. And nothing could be more true. Nevertheless, televi- sion alone is not the whole story. It is one part of a basic philosophy that we have at Alberto-Culver . . . a philosophy, I am happy to say, that put to work, has resulted in many successes. Three tenets. The philosophy is a simple one based on three main tenets. They're: 1) marketing of quality products at premium mass prices with distribution in all pos- sible outlets; 2) executive staff, small in numbers but extremely capable and 3) a maximum num- ber of advertising dollars concen- trated on television. This is a sim- ple formula which, actually, almost anyone cotdtl think of and do. But they haven't and still don't. Why? They shrink away from the obvi- ous. They're afraid to deviate from the accepted paths and take a risk. Don't play it safe. We con- sistently avoid the temptation to try and play it safe. We don't price a new product at exactly the same level as the competition. We don't cut back our advertising or even allow it to level off when we've made it to the top. We don't waste our time or our money on creating "me-too" products. And we've shortstopped Parkinson's law by hiring the best people and stretch- ing them to the fullest of their ca- pabilities. These are our principles. But unlike others who sound off with many platitudes and then stretch their rules in practice, we stuck to our guns. To show you how these princi- ples can be put to work in the most profitable manner, I shall discuss just one of our products, from the at convention with stars Merv Griffin ( A-C product which has had great succe time that it was only a glint in oi eye, until now. That product our V05 Shampoo. Two years ago, the shampo market was in need of an upgra< ing of its most popular size. It is well-known fact that when you gi\ consumers a range of prices froi which to choose their favore brand, they will invariably choos the medium or lowest priced sizi As a consequence, before we ei tered the market, the most popt lar shampoo was a four-ounce bo tie retailing at 60 cents. The fin thought, it would seem, wotdd b to introduce a new shampoo at 6 cents for three or four ounces . and to offer a range of sizes. But the first thought isn't nece sarily the right one. So V05 Shan poo was introduced in one si/e- seven ounces. And it sold at S1.0C Our goals were three in number to capture 10% of the market fof the first year and 20% the second] to make the $1.00 size the inos poptdar si/e, and to help increas the size of the market by 10' ,,. Market vulnerability. As wit] all of our past entries, we first d termined the market vulnerability To do this, we had to explore th< 36 SPONSOR/ 10 DECEMBER 1 96S istoiv <>l the product class. We arnecl thai Fitch Dandrull Sham- do started the market in 1898. Eol- wed by Ogilvie Sisters in 1912, onti Castille in 1925, and Breck i 1929. These early shampoos eren't really much different than bar of soap. Only they came in ear liquid form. They left the in manageable, and easy to comb, owever, alter shampooing, they it the hair with an oily and un- ean texture. To remedy this sit- ition, Procter and (.amble intro- iced Drene Shampoo in 1933. ere was the first shampoo formu- led of synthetic detergents, and stalled a whole trend. Every ma- r and minor toiletry company in merica followed suit with its own !tergent shampoo. But, although ese new shampoos left hair feel- g clean and shiny and looking ean and shiny, they washed so sll that they washed away the oils at bind the hairs together, herefore, consumers had another mplaint: unmanageability. This mplaint has kept consumers con- uitly switching from one sham- Ki brand to another. Research showed us that two- irds of all shampoo users buy ore than three different brands :r year. Not only that, but only te person in ten sticks with the me brand all year. This is the )rst kind of loyalty. But it is to • expected if no shampoo can de- 'er both cleanliness and man- lability. Two large companies tried to eet this problem with a novelty broach, but ended in dismal fad- es. In test markets, Bristol-Myers troduced Tandem, and Lever others brought out Starlight. tese shampoos tried to solve the imanageabilitx dilemma with a in pack: one side ol the product is .i shampoo, the other a creme Be and conditioner. But the pub- wanted one shampoo, one bot- ', one process thai would give em both clean and manageable ir. Seemingly, the public wanted l.il was impossible. Improving the product. We pui r technicians to the task in earl) 61. Alter many stages of devel- Ehent, a shampoo began to take shape. Almost from the start it was a good shampoo ... as good as the best on the market. But this wasn't enough. After several experiments, we de- veloped a unique feature in the shampoo: Hash suds. This meant thai the shampoo lathered instant- ly .. . even on the first lathering. Because it could do tins in spite ol impeding oil and grime, the need for a second lathering was elimi- nated. Yet, although we had a dra- matic improvement, this still didn't deliver the much-desired manage- ability. And in addition, research showed us that people actually want to lather their hair twice. It wasn't until late 1961 that we developed a formula that was cl- ient he in the area of manageabil- ity. The formula was comprised ol five ingredients: three ingredients created a rich, lasting lather for cleanliness . . . two ingredients served as conditioners to make- hah controllable and eas) to manage. To bac k our beliel in the prod- uct, we conducted blind product tests. <)ui beliel was overwhelm ingl) confirmed. Ad campaign problems. Work had commenced on an advertising campaign even before the- final lot- mida was developed. First, our ad- vertising agenc) analyzed the com- petitive campaigns. Then analysis pointed up another market vulner- ability . . . on the advertising level. Il seemed thai all shampoo brands were making similar claims. I til shampoos said the) wcie new. Nine shampoos said they leave hair shining. Six shampoos said thc\ make hair clean, have a rich lather, and come in more than one type. Five shampoos claimed thai the) leave hair soil, health) and easy to manage. Not onl\ were the claims alike. IIIIIIIIIH Alberto-Culver's agency views its client Burton A. Cummings, president ol Compton, made the following remarks about Alberto-Culver's price and ad polity in a speech last month before the ANA on private VS. national brands. I'd like to cite an example in our own agency experience that indicates how sound pricing is essential to a brand's success and, second, that having the lowest retail price need not be the determining factor in making a sale. Two years ago, the woman's hair spray business was in the doldrums. Shelves were glutted with cheap brands and most of the major national brands were so busy fighting each other with trade deals and price-off packages that the category was suffering from under-advertising. At this seemingly unpropitious time, a marketer [Alberto- Culver] with vision and guts introduced a new hair spray un- der an established name. It was a fine product and it was backed by the most powerful advertising campaign ever put behind a brand in this product category. In a matter of months, it was the leading seller-at the end of a year, it had 20% of the market. At the same time, the entire category took on new life and the market for hair sprays expanded by almost 50%. The quality of the product and the weight of the advertising were made possible by sound pricing. What would have hap- pened had the brand entered the market to compete on a price basis with no more than competitive quality and with a meager advertising budget, we believe, is obvious. QNSOR 10 DECEMBER 1962 37 l)iu so were the commercials. Not that we complained, though. It left the field wide open for an orig- inal presentation. Following hundreds of good commercial ideas, and several ac- tually-produced commercials, we conducted commercial tests. Final commercial. Our most ef- fectiye effort turned out to be the simple, yet direct promise that Al- berto V05 Shampoo makes your hair do what you want it to. After making the promise, our final-for- air commercial explained how the promise was delivered: the sham- poo contained five special ingredi- ents . . . three for cleanliness, two for manageability. It made your hair do what you wanted it to. Here was an honest description of exactly what the product was . . . and exactly what the product did. In January of 1962, we fur- nished V05 Shampoo to the trade ... in the seven ounce glass bottle at SI. 00 that I mentioned earlier. Deals to the trade were made appeti/ingly profitable. The num- ber of pieces in each deal was kept low so that the smallest outlets could afford to take the deal and stock the product. Grocery distr bulion, notoriously slow in con ing, was especially crucial sine 75% of the volume for some shan poos came from these type outlet Ad dollar philosophy. With di tribution accounted for, the advei tising broke on 1 March of th year, employing our favorite cor servative investment — televisior Our philosophy regarding adve tising dollars is to eventually spen at least at the same level as th leading brand. At the beginning however, the expenditure is nurse along and increased as sales stari mm m 'Benchmark research' aids sponsor ■■■■■■■■I ► Benchmark necessary factor, experts say ► Measurement is must as a starting point ► Concept is described as simple, yet sound Advertising results can be meas- ured and one of the basic ele- ments in achieving these objectives is benchmark research. In the high- ly-regarded best-selling book, "De- fining Advertising Goals," pub- lished by the Association of Na- tional Advertisers, there is a vital chapter headed "Buying Attitude Benchmark." Its author, manage- ment consultant Russell H. Colley, goes on to say that "Out of our re- se irch (into markets, motives, and messages) we can now establish what we shall call 'buying attitude benchmark.' It tells us where we stand today in the minds of the particular audience we want to reach with respect to the particular message we want to register." Colley declares that the benchmark is needed for two reasons: 1) to reach a derision on what message is to be communicated to what au- dience and 2) to measure accom- plishment. One of several forces. The book makes il abundanth dear that ad- vertising 'is only one oi several marketing forces that lead to the ultimate objective of a sale." Cited a:e some seven other forces "that must be blended with advertising to consummate a sale." In a recent address on measuring marketing effectiveness, Marion Harper, [r., chairman of the board, Interpublic, Inc., and chairman of the board of the 4As, singled out "Defining Advertising Goals" as a noteworthy contribution to adver-. tising. "Its whole premise is the need for the isolation of advertis- ing from other advertising influ- ences for the purposes of assigning goals and measurement," Harper observed. ". . . many advertising programs either fail to include ob- jectives, or they include such gen- eralities as 'to increase sales' or 'to improve share-of-market' or 'to build prestige.' If a goal is stated as a generality, it will be impossi- ble to relate advertising to its achievement. On the other hand, if a specific goal is assigned to an advertising program — lor example to increase brand awareness b 15%, or to increase knowledge o the trademark by 30% — progres toward these goals can be deter mined." And time and again, Harper anc oilier advertising experts have ad vocated benchmarks over presen practices in defining goals anc measuring advertising. On the subject of benchmarl measurement and goal setting, Dr Clark L. Wilson, director of re search and member of the market i* g plans board of BBDO, observec that very little has been said aboui these aspects of advertising re search. "This has probably been a the root of much of the confusion,' he declared. "One might, in this context, define goal-setting as 'stat ing a desired level on any measure or combination of measures, oi performance.' Since the objective of most business enterprises is tcjl make a profit, then we can start! with profit as the ultimate ana most important type of goal. Thenl we can line up other measures ifj a rough order of decreasing imporj tance: (1) Profit (2) Sales (3) Share of Market (4) Brand Prefer-1 ence (5) Conviction in Accepting!! Product Claims (6) Penetration ol Selling Claims (7) Awareness I 38 SPONSOR/ 10 DECEMBER 196 rolling in, and distribution gaps are filled. So our initial budget was set at ithree million, while our major competitors were spending up- wards of lour million. Within 60 da\s, Alberto V()5 Shampoo en- joyed robust sales. Significant gains in distribution were achieved be- cause of consumer demand. So we raised the budget to lour million, and have been adding to it ever since. Product sizes. We had intro- duced the product in one size . . . knowing full well that the top competition had a minimum of five facings. But once the demand for the product hit a high level, the time was ripe lor the introduc- tion of a Hanker brand, and lor the loading in of regular merchan- dise. So V05 Shampoo lor Dry Hair was introduced in [line. It, too, came in a seven ounce bottle and sold lor SI. 00. The Dry Hair Shampoo was sold to the trade in a combination deal with the regu- lar shampoo. So we created a sec- ond lacing, and we partially cor- rected a money-wasting out-ol- stock condition. In September, fifteen ounce bot- tles <>l both the regular and the dry hair formula shampoos were sold to i he trade. The new si/es were designed to retail at $1.75. Right now . . . today, we have four lacings, and lour East-moving items. That has been our sior\, and noi just with shampoo, but with product alter product alter prod- uct. The results alone speak for themselves. Today, V05 Hairdressing is the leading women's hair conditioner with 63% ol the market. In addi- ( I' lease turn to page 51) Advertising Among Target Groups of People." Other performance measures. Dr. Wilson went on to say that one could, of course, add many other types of performance measures on which goals could be set. He cited, for example, coupon returns, slo- gan identification, reduction of confusion between brands and claims, etc. "Most all of these have the property of being capable of being put on to some kind ol nu- merical scale," Dr. Wilson con- tinued. "Thus, by making repeated measurements one can estimate the extent to which he moves up and down the scales. "The use of goal setting proce- dures has a tremendous advantage of helping to sharpen the planning of advertising or marketing cam- paigns," he added, "ft forces the marketing or advertising personnel to deal with hard facts that can be measured rather than with hunches. The advantages are often difficult to see at first because one frequent- l\ lacks a track record or any his- tory of past experience. The bene- fits begin to accrue in increasing amount with lime and successive measurements. A benchmark meas- urement of some kind is a definite requirement as a starting point. "There are some traps in the procedure. Sometimes managers will be satisfied with attaining Stated goals on certain measures of (Please turn to page 54) Urge the dsfining and measuring of advertising goals Marion Harper, Jr. (1), chairman of board. Interpublic, Inc.. calls for measuring of marketing effectiveness. Jack Landis (i). exec, dir., Marketing Evaluations, says concept of benchmark research is simple, yet sound, but not a final measure Benchmark measurement as starting point Horace Schwerin (1), pres., Schwerin Research, says benchmark is onlj realistic in relationship to given point in time. Dr. Clark Wilson (r), directoi <>l research, BBDO, sa\s benchmark measurement is definite starting point requirement SPONSOR 10 DECEMBER 1962 39 What buyers think of promotion Buyers tell how well station efforts work Say why they remember gimmicks, stations Give opinions on aids to sound promotion How to get the attention of the much-sought-after timebuyer is a problem that continues to vex and perplex every station on the air. Some station men claim it's impossible, while others constantly seek new ways to supply buyers with something special in informa- tion and promotion. One time- buyer referred to such alert station men as the "attention seekers." Great quantities of literature are devoured with the morning coffee, timebuyers say, but a lot of the morning's mail also goes in the circular file, or bluntly speaking. the garbage. Few are able to say "I have time to read everything that comes across my desk." Sponsor last week asked time- buyers Avhat they would do to lure buyers if suddenly cast in the role of station promoters. Their first step: itemize the kinds of things the buyer loathes, lauds, and re- members, which are, as they tell it, the following. Aids. Combining the merits of t«he talked-about gimmick and the needed information, timebuyers find aids or devices, designed to help them in their work, most suc- cessful. A current example is the comprehensive AM Radio Sales Ex- pediter (sponsor, 3 December) which aids timebuyers, by the use of wheel charts, to find market re- lationships, cost of announcements, specific market data, homes reached, and cost-per- 1,000. The TvAR slide rule and the Katz cost calculator were also given high ratings by buy- ers. (See picture below.) On another scale are items with other uses: telephone files such as. Storer Broadcasting gives out; per- sonally monogrammed pads such as VVSYR, Syracuse, distributes: or ash trays similar to those of KPIX, San Francisco. Such mail is not thrown away and keeps the station call letters constantly in front of the buyer. "As far as I'm con- cerned, these things are like adver- tisements every day," says one buy- er. "I'm always chewing on a pen or using some ash tray with call letters on them. Then one day I used one of those stations and thought to myself 'Holy smoke, they caught me.' " Rate cards. "1 don't pay any at- tention to rate cards," was the over- all response. If buyers want that information they feel it's very TELEVISION ADVERTISING SUMMARY.c WITH FORMULAS FOR ESTIMATING SPOT TELEVISION BUDGETS BASED ON PUBLISHED RATES AS OF MARCH IS, 13 6 2 I Tin-: k viz A4-i >< v iv DOUGLAS DOES IT! AND YOUR SPOT SALES WILL'DO IT" TOO ON THE BRIGHTEST AND NEWEST PROGRAM IN CLEVELAND'S TELEVISION HISTORY THE MIKE DOUGLAS SHOW Buying aids and personality information rate high with timebuyers I he k.ii/ spot tv cost summary (l) is aid timebuyers like and use. Strong station personalities such as Mike Douglas of Cleveland's KYW-TV (bottom l) and co-entertainers Carmel Quinn, Joe E. Brown act as magnets for listeners and advertisers. 40 SPONSOR/ 10 DECEMBER 1962 — band) in Standard Rale and Data. Unless rales are exceptional low, the unsolicited rale card is usualh ovei looked, sponsor editors found. Program personalities. Some timebuyers find news oi changes in program personalities ol primary Importance — especially in radio. In radio or tv, however, it was lelt that a well-known figure coming on a station can grossly ailed station listenership. One strong personali- ty may capture the attention ol an important audience group, lor in- stance, women. Advertisers recog- nize and take advantage of this. On special appeal programs lor Negroes, kids, and Spanish-speak- ing listeners, personality changes are considered most important. Trade advertising. A tradepaper advertisement can bring the station to the attention of the timebuyer, but little more, timebuyers sav. This attention is peaked when the ad is well placed in special issues on the market or subject the buyer is interested in. In trade ads, buyers prefer hard sell techniques so the station mes- sage can be comprehended quickly. Some of the slogans or selling Bitches remembered and mentioned by those interviewed were, "only full-time Spanish-language station in Florida," "delivers 50",, more homes than station B in Syracuse area," "Pulse says has top adult Negro circulation in Atlanta." or "radio station of The New York Times." If not meaningful and documented, the station slogan should be clever and attractive, buyers said. "In the land of milk and money" was one such eye- < ate her. Several timebuyers mentioned it takes two or more ads to sink in the call letters and image. Then, sub- consciously, there is a recognition when they look through SRDS and begin picking stations. More important than tradepaper ads is tradepaper news, was a fre- quent opinion. Although ads are looked at if they are good, being in the news shows objective promi- nence in some wav. and not often- subjective station promotion. Good music. Although "good music" is not a general category oi promotion, it was so often referred Gimmicks are not only conversation pieces Buyers may not always use gimmicks, but remember the- station. When buying time comes the station recall is quick. Above is WJZ-TV, Baltimore, game lor admen to by buyers as objectionable, it is included here separately. Promo- tion material barking "lively sta- tion," "rich market," "high rat- ings," and "good programing," are all bedfellows ol such nebulous promotion. One buyer comments. "Much of it is grosslv inaccurate poetic license." But the specific term "good music," so often held up as a sales highlight, is most challengeable. Hillbilly, classical, and western are more popular in certain parts ol the country than others. "In Phoe- nix the bank president might very well listen to western music, while a man in the same position in New York might call classical good music," one buyer contended. Aside from the legion there are personal likes and dislikes. Two men from the same office buying in the same market could very well have differ- ent opinions. The term has about as much meaning as good candy, good cigarette, or good automo- bile, buyers sav. Who's to sav "good music" can be associated with the best-selling format, anyway?" one buyer com- mented. "Unfortunately, often a constant barrage of low. discordant. gin-mill type music resulting in a heartless bludgeoning is what peo- ple want — good or not." "Every station screams we're the best," said another timebuyer. "II our advertising were as bad as the stations" we'd be in a sorrv state." Program schedules, Buyers dis- agreed as to the value ol station schedules. Some said "I keep all the latest ones"; Others said "I throw them all out." When a time- buyer works almost exclusively in one market, schedules are watched closel) and matched against the competition. "In such a case we watch everything," said one buv- ei. "new news, program packages, personalities, and where they're all being put." Gimmicks. 'II a station wants to < ait h m\ attention, their pit< h stands out much more with a gim- mick." savs one buyer. Buyers claim even inexpensive gimmicks such as cracker-jack boxes, candy, or glasses seem to give them a hanger lot remembering, "But don't get lite wrong idea, a buyer Inn i ied to add. " The gimmicks themselves won't do ih< iri(k. I)iu We talk about them, use (Please turn to page 5 1 1 SPONSOR/ 10 DECEMBER 1962 How spot tv product categories compare in 3rd qtr. spending 1961 1962 Agriculture $ 221,000 $ 208,000 Ale, beer & wine 14,227,000 14,394,000 Amusements, entertainment 533,000 710,000 Automotive 4,023,000 5,375,000 Building material 557,000 631,000 Clothing, furnishings 1,420,000 1,220,000 Confections & soft drinks 9,197,000 12,381,000 Consumer services 4,172,000 4,961,000 Cosmetics & toiletries 13,626,000 18,090,000 Dental products 3,804,000 3,594,000 Drug products 7,023,000 8,531,000 Food & grocery 29,163,000 35,947,000 Garden supplies 47,000 66,000 Gasoline & lubricants 5,081,000 5,462,000 Hotels, resorts, restaurants 53,000 159,000 Household cleaners Source: TSTi-Rorabaugh 5,123,000 6,795,000 1961 1962 Household appliances 927,000 1,057,000 Household furnishings 410,000 498,000 Household laundry 10,955,000 13,595,000: Household paper 1,527,000 2,032,000 household, general 1,592,000 2,014,000 Notions 5,000 39,000 I Pet products 1,668,000 2,194,000 Publications 867,000 804,000 Sporting goods, bicycles, toys 1,405,000 1,590,000 | Stationery, office equipment 504,000 348,000 Tv, radio, phonograph 81,000 77,000 Tobacco products 6,288,000 4,990,000 Transportation & travel 1,151,000 1,601,000 Watches, jewelry 390,000 811,000 Miscellaneous 1,604,000 1,748,000 J TOTAL $127,644,000 $151,922,000 Tv spending on a one-way spree: up Spot tv 17% ahead this year in 3rd quarter Network billings up 13% for first nine months Early evening increases its popularity Spot tv billings for the third quarter 1962 continued the pace set in the year's earlier quar- ters by making a 17% rise over the same period last year, according to figures released today (10 Decem- ber) . TvB-Rorabaugh totals for gross time billings were $151,922,- 000 lor the quarter, compared with $127,644,000 in the same 1961 period. Early evening emerged as the time period gaining most ground in share of the billings, continuing a pattern set in previous quarters. Late night advanced somewhat while daytime and particularly prime nighttime periods were down in their share. For spot tv in the first nine months, gross time billings were $523,453,000, an increase of 19.1% over last year's $439,571,000. Actual percentage increase for the summer quarter on a dollar basis was 19%. But an analysis of figures from 299 stations that re- ported in both quarters indicated a 17% increase. Network up 13%. Network tele- vision billings for the first nine months of this year show a 13% rise over the same months of 1961, an- other TvB report says. From Jan- uary through September 1962 the networks billed $580,135,091, while in 1961 the comparable figure was $513,523,662. Network figures are compiled for TvB release by Lead- ing National Advertisers Broadcast Advertisers Reports. Important increases were shown in spending by major categories in both network and spot tv. In third quarter spot, increased activity was highlighted by these categories: automotive from $4,023,- 000 to $5,375,000, up 33.6%; con- fections and soft drinks $9,197,000 to $12,381,000, up 34.6%; cosmetics and toiletries $13,626,000 to $18,- 090,000, up 32.8%; household clean- ers $5,123,000 to $6,795,000, up 32.6%; household paper products $1,527,000 to $2,032,000, up 33.1%; pet products $1,668,000 to $2,194,- 42 SPONSOR/ 10 DECEMBER 1962 000, up 31.5% and watches, jewelry, and cameras $390,000 to $811,000, ii|) 107.!)",,. (See chart, page 42.) Toiletries became the leading advertiser classification in network television, Januan through Sep- tember, increasing 20.9% from $89,282,651 to $107,985,397. Other network categories showing in- creases were food, up 6.4% to $100,536,706; automotive, up 8.1% to $34,513,683; household equip- ment, up 17.1% to $23,833,742, and soaps, up 9.3% to $64,889,857. Brand leaders. Anacin was the leading brand in network billings, spending $8,042,171 during the period. Bufferin was second, with $6,628,715. Among the remaining top 25 brands, those that increased spending markedly were Colgate Dental Creme, Campbell Soups, Falstaff beer and Pillsbury chilled products. Both Procter & Gamble products in the top 25, Crest tooth- paste and Tide, dropped network expenditures slightly. Rut P&G was the leading network advertis- er with gross billings of $39,573,- 85.'}. American Home Products was second with $23,1 85,374. In spot television, three advertis- ers wound up on the top 100 list (see chart, page -13) lor the first time. Charles Gulden & Co., with billings of $341,700; Knox Gela- tine, with $317,000, and \V. F. Young Co., makers of Absorbine, with $305,000. Time periods. In time of day, early evening this year look 23.9% of all billings, or $36,318,000, dur- ing the third quarter. Last year this segment earned 21.8% of all bill- ings. Late night increased its share to'23.5%, or $35,749,000, compared with 22.1% last year. Prime night was clown to 29.7"(, from 33.1% the previous season. Daytime spend- ing was 22.9% of the whole, just below last year's share of 23%. I.D.s continue to decline in fa- vor, while announcements strength- ened their lead in types of activity preferred. The latter accounted for 79.3"() of all activity, up 5.3% com- pared with last year. I.D.s look 8.4% of the billing, or 2.6",, below previous figures. Programs were clown, too, dropping from 15% last year to 12.3% this year. ^ Top 100 spot tv advertisers 1. Procter & Gamble $14,207,100 51. Foremost Dairies 558,200 2. Colgate Palmolive 6,513,300 52. Falstaff Brewing 555,000 3. William Wrigley 4,333,300 53. Johnson & Johnson 550,600 4. Lever Brothers 4,037,3 jO 54. P. Ballant.ne 550,500 5. General Foods 3,891,600 55. Golden Press 542,600 6. Alberto-Culver 3,277,200 56. Pnillips Petroleum 542,530 7. Bristol-Myers 3,094,800 57. Pet Milk 537.3C0 8. General Mills 2,822,800 58. International Latex 529.890 9. Coca-Cola bottlers American Home Prod. 2,756,200 2,207,700 59. Star Kist Foods 518.6C0 10. 60. Hills Bros. Coffee 516,800 11. Standard Brands 1,950,400 61. American Chicle 508,100 12. Jos. Schlitz Brewing Kellogg 1,8:5,203 1,748,800 62. H. J. Heinz 493,300 13. 63. Stroh Brewery 432230 14. Corn Products 1,738,800 64. Lucky Lager Brewing 481,400 15. 16. Philip Morris Gillette Miles Laboratories 1,516,800 1,317,590 1,295,000 65. 66. Greyhound New York Telephone 477,400 473,200 17. 67. Laddie Boy Dog Foods 469,300 18. 19. 20. Carter Products Ford Motor dealers Food Manufacturers 1,294,800 1,266,200 1,214,900 68. 69. 70. Andrew Jergens M. J. B. Sinclair Refining 462,400 431,800 459,700 21. 22. 23. Pabst Brewing Pepsi Cola bottlers Continental Baking 1,203,400 1,201,900 1,047,200 71. 72. 73. J. Nelson Prewitt Lehn & Fink Products Ball Bros. 451,600 438,800 438,100 24. Avon Products Simoniz Associated Products 1,026,700 999,600 992,500 74. American Tobacco 437,100 25. 75. Du Pont 428,200 26. 76. 77. Nestle Maybellme 391,600 386,900 27. Anheuser-Busch 989,500 General Motors dealers 986,300 28. 7fl. Sears Roebuck 385,530 29. P. Lorillard 963.500 79. 80. Climalene E. & J. Gallo Winery 380,200 378,900 30. Canadian Breweries 891,700 31. Welch Grape Juice 857,900 J. A. Folger 854,100 R. J. Reynolds 844,200 C. Schmidt & Sons 813 200 U S. Borax & Chemical 808,800 Shell Oil 804,000 81. Chrysler dealers 370,000 32. 82. Cott Beverage bottlers 353,0:0 33. 83. Atlantic Refining 353,900 34. 84. Kimberly-Clark 346,000 35. 85. Schaefer Brewing 343,700 36. 86. Charles Gulden 341. 7C0 37. 38. 39. Ralston Purina Armour Chesebrough-Pond's 742,600 715,300 709,300 87. 88. 89. A&P Standard Oil (Ohio) Armstrong Rubber 340,700 334,700 332,100 40. 41. Liggett & Myers United Vintners 706,900 705,600 90. 91. 92. Shulton B. C. Remedy General ley 329,400 329,400 325,400 42. Campbell Soup 692,600 43. Warner-Lambert 675,703 93. 94. National Biscuit Knox Gelatine 319,930 317.700 44. Theo. Hamm Brewing 667,700 45. American Oil 653,300 95. Scott Paper ".10,900 46. 47. 48. Charles Pfizer 626,200 Humble Oil & Refining 611,900 Pacific Tel. & Tel. 588,900 96. 97. 98. Texize Cnemicals Hunt Foods & Indus. Frito-Lay 310,700 308,203 305,800 49. Armstrong Cork 531,100 99. 100. Oscar Mayer 305,500 50. American Motors Corp. 570,400 Source! TvB-Boribaugti W. F. Young 305.000 SPONSOR/ 10 DECEMBER 1962 45 Radio campaign wakes up a sleeper ► 50-year-old bedding firm overhauls ad effort ► Pushed mattresses on talk radio shows ► Sleepmaster sales up 365 °0 so far in 1962 Since 1910, when Sleepmaster was founded by Nathan and Mary Gennet among the stately elms and maples of Newark, N. J., the firm has produced quality arti- cles of bedding and has grown re- spectfully large in the classic American tradition. But last January, Abram Ro- land Gennet, president of Sleep- master since 1043, decided the time had come to whip the com- pany out of its horse-and-buggy approach to sales and advertising. He drove to Budd Getschal's ad- vertising agency on Madison Ave- nue, talked the problem over with the Getschal Co., and in a short time a "talk station" radio cam- paign and merchandising program was mobilized for the Sleepmaster Dr. Mattison mattress. Commercials emphasize body balance and support How well customer sleeps is important thing. Picture above shows standard double bed leaves onh crib-width (27") room per person. Selling point for king-sized or twin beds is that adults need minimum Si)" space for restful, healthful sleep Results: In the first 10 months of this year, sales have increased 365%. The month of August alone was 600% ahead of August 1961. In addition, the campaign opened up dealerships where none existed and also boosted sales of Sleepmaster's four lower-priced mattresses. The first thing Getschal con- vinced Gennet (accent on first syllable) to do was to increase the annual advertising budget from SI 00,000 to $165,000 for 1962. Half of this was allocated to radio, about $60,000 was put aside for sales incentives, and the rest was for direct mail and print. Streamline trademark. The agency then went to work on the old Sleepmaster trademark; gave it simpler, cleaner lines for quick im- pression. Sleepmaster and Sleep- master Dr. Mattison now stand out against a white elliptical back- ground. Picking the right "talk station" to penetrate Sleepmaster's main distribution areas (metropolitan New York, northern New Jersey, southern Connecticut, and metro- politan Philadelphia) wasn't too much of a problem, according to Getschal. "We felt that WOR was the right station from the start," he said. "It was a natural. The rat- ings are right, the cost-per-thou- sand is right, the audience compo- sition is right, and it has a lot of good talk programing around the clock." He ran clown the list: John Gambling, Dorothy and Dick, Martha Deane, the McCanns, Ar- lene Francis, and Long John Nebel. Newlyweds tune in. "These peo- ple," Getschal continued, "have a loyal listening audience and they keep them over the years. Their message is believed and is more effective. The audience is com- posed of many young marrieds and established families — no juve- niles. For us, it was ideal." (Please turn to page 55) 11 SPONSOR/10 DECEMBER 1962 Tv was found to be the solution behind supermarket problem Like other supermarkets, Pegnataro's, New Haven, must go far beyond its own neighborhood for enough shoppers t<» make business profitable. To reach shoppers, store used tv (WNHC-TV). Research in story below documents effectiveness Tv is proved a supermarket builder Before and after research measures tv campaign Supermarket chain achieves desired reach TvB and local tv station cooperate on research M leasuring the concrete results ol advertising is a sophisticated enough game for advertisers in the big league, but i he rules do not keep smaller leagues out oi action. In many ways the more local the advertiser, the better his facility for tabulating the results in a more tightly defined area. Last week, Television Bureau oi Advertising released the details oi a study it did in cooperation with a New Haven, Conn., tv station to determine the reach and impact oi tv for a retail food advertiser. The sttidx turns up important documen- tation of television's advantages in securing the ends desired b\ an ad- vertiser, new to the medium, and bears most oi the marks ol the "benchmark" method ol research (see "Benchmark Research Aids Sponsoi s," page 38) . Before— after survey. TvB and the station. WNHC-TV, commis- sioned The Pulse. Inc.. to gather data on supermarket shopping ol housewives both before a campaign on the station lot Pegnataro's Su- permarkets and nine months later. As with most food retailers in the supermarket era, Pegnataro's specific marketing goal was to reach further and furthei from its im- mediate neighborhood foi enough customers to supph the traffic and volume necessary, Finding that the newspapers' reach was more con- fined to the area around the super- market itself. Pegnataro's turned to television foi the Inst time. To measure the effectiveness in icadiing shoppers from outside the neighborhood, the stud) establishes (hose coining from a mile or more away as those sought. It involved two Pegnataro stores, one' in central New Haven, another in suburban Hamden. Reach increased. The results showed that t\ \astl\ increased the New Haven store's teach b\ bring- ing in 12% more ol theii customers from the area outside the one-mile circle. In suburban Hamden, 1_', more customers were gained. (See chart, page lf>.) Personal interviews were made b\ Pulse in two waxes eight months apart, using a sample of 500 house- wives. I he lust interview occurred in Octobei 1961, before the start ol the i\ campaign, the second in | une 1962. In the interviewing period the supermarket sponsored a television schedule ol two five-minute news programs per week and L'o one- minute spots pet week. Newspaper advertising continued at its pre \ ions level. SPONSOR 10 DECEMBER 1962 15 Effect of tv in gathering supermarket shoppers from outside immediate vicinity % shoppers living mile or more away New Haven store Hamden store Before tv (10/61) 24% 68% After tv (6/G2) 34% 76% % ehange -42% + 12% Source: TvB Awareness changes. A compari- son of data from the two interview waves indicated that the housewives' awareness of Pegnataro's advertis- ing in all media increased from Id' , to 84%. And at the end of the lest period 43% of the house- wives said they were aware ol ads in newspapers, while 62% were awaic ol television advertising. Thus, the cumulative impact ol eight months of tv resulted in 44% greater awareness of tv, in spite of the store's long use of newspapers. A measure of awareness of Peg- nataro's advertising in relation to other supermarkets showed that knowledge of all supermarket ad- vertising increased 24% during the period. However, awareness of Peg- nataro advertising increased 65%. Housewives were asked which su- 44% more were aware of Pegnataro's on tv 62" 48% 10% 44% NEWSPAPERS Oct. '61 June '62 TELEVISION Oct. '61 June '62 permarket they would suggest to a stranger in the neighborhood, in order to detect changes in attitude. At the time of the first interview, 24% named a competitor and 23% named Pegnataro's. At the time of the second interview, 27% named Pegnataro's, while the competitor figure remained the same. Thus. 18% more housewives recommend- ed Pegnataro's after the tv cam- paign, making it the most recom- mended of seven stores in the area, the majority of which were nation- al or regional chains. All other markets except one remained un- changed or slipped in prestige. Viewers and non-viewers. Tele- vision's part in the store's increased recommendation value is displayed by an analysis of those housewives who did recommend the store. 21% ol these women were non-view- ers, 28% light viewers, and 33% heavy viewers. Thus 33% more light viewers than non-viewers rec- ommended the store, while 57% more heavy viewers than non-view- ers gave it a plug. Asked "Where do you do most of your shopping?", housewives an- swers were correlated w'1'1 f °~"en- cy of viewing. While only 21% of non-viewing housewives said they did most of their shopping in Peg- nataro's, 28% of light v:ew;rs and 35% of heavy viewers said they did most shopping there. The incidence of shopping at Pegnataro's was 39% higher among viewers than non- viewers. Tv schedule. The supermarket's 20 spots per week were scheduled half in daytime, a fourth in early evening, another fourth in late evening. The schedule operated seven days a week, but was lightest on Saturdays. In addition the local news was sponsored Mondays and Thursdays from 11:15 to 11:20 p.m. Such a bulk schedule was unicjue among supermarkets' use of tele- vision in New Haven. Three other supermarkets in the New Haven markets advertise on television, but scheduling and commercial content are different from the Pegnataro approach. The latter's commercials sell the "personality" of the super- market, describing it as a iamily- 46 SPONSOR/ 10 DECEMBER 1962 operated market where the selec- tion and presentation ol groceries is done under (lose supervision. Particular emphasis is placed on the store's meats. Commercials point out that only the best cuts of meat are chosen and approved by the store's proprietor himself. Price is hit hard in all commercials. There is no differentiation of commercials for the newscasts and the spot schedule; all are used interchange- ably. Meanwhile, Pegnataro's has re- newed its schedule with WNHC-TV on a long-term basis. Under pres- ent arrangements the schedule will run lor at least one year. Expansion time. The television campaign comes for the store at a lime ol expansion. Pegnataro's is constructing the third and newest unit in its chain in the heart ol New Haven's downtown redevelop- ment complex. It will serve several high priced apartment houses and the business area ol New Haven. Almost adjacent to the Yale New Haven Medical Center and \e\v Haven Community Hospital, the new store is costing more than $500,- 000 to complete and ecpiip. A fourth unit in the Pegnataro chain is scheduled to open in the fall ol 1963 in the city's Fairhaven area. It will be the largest ol the chain's stores when completed. The unit presently located in the Hamden Plaza Shopping Center formerly housed a national food op- eration which closed altei onl\ two years in business. Pegnataro's re polls that when il look o\ei t lit* stoic-, remodeled, and installed new equipment, it became the most profitable ol its two units within a yeai , despite the lac t that it was competing with three national chains in the immediate area. I he use ol iele\ ision b\ lood stores, TvB says, is probably made necessaiN b\ the lac t thai t\'s signal reaches beyond the area served b\ local newspapers to delivei new < us- tomers. In a random week in Ma\ 1002 in 26 top markets monitored b\ Broadcast Advertisers Reports. 139 lood stoics were using televi- sion, and were second only to auto elealei s in that respec I. ^ After tv. IS more housewives would recommend Pegnataro's 0 5% 10% 15% 20% 25% 30% PEGNATARO'S f18% |__| Oct. '61 g June '62 MISC. STORES NO PARTICULAR STORE Housewives were asked which store they would recommend to a stranger Before tv, 24% named "B" and 23% named Pegnataro's. Later, -7', named Pegnataro while all competitors either dropped or remained same except store "D" whose score w;is on lower level. SPONSOR 10 DECEMBER 1962 "Wow!" "What a figure!" "Sensational!" 39.9! And again all eyes are on Channel 2 ! The Thanksgiving Eve showing of "Mister Roberts' on the Schaef er Award Theatre zoomed to the highest rating ever achieved by a feature picture on New York television, according to both Nielsen and Arbitron. Broadcast from 11:15pm to 1:27am, far later than usual peak viewing hours, this classic from Seven Arts Associated commanded a 39.9 Nielsen average rating... with a mighty 80 per cent share of audience. More than 4 million people stayed up far past midnight to watch "Mister Roberts"on Channel 2 ! This 21 -gun reception -another historic"first" for Channel 2— proves again that, now as always, New York's center of attraction is the number one television station, CBS Owned ^M/jplIC jTV BUYING CHAMPAIGN? 132 NATIONAL ADVERTISERS MUST BE RIGHT BUYING WICS20 WCHU33 WICD24 SPRINGFIELD CHAMPAIGN DANVILLE \^ ^/serving 21 COUNTIES including the Only Unduplicated Coverage Central Illinois RETAIL SALES $1,224,422,000 POPULATION 953,290 HOMES 288,544 TV HOMES 271,038 SRDS, February, 1962 • angamon and Macon Counties are the largest ounties in Central Illinois for both Consumer pendable Income and Total Retail Sales. Lflins Ttitviin STflTions /IC520 WCHU33 WICD24 RINGFIELD CHAMPAIGN DANVILLE Ixecutive Offices 523 E. Capitol Avenue, pringfield, Illinois; Phone 528-0465 Serving 27 Counties in (* the Illinois Heartland "TIMEBUYER'S CORNER Media people: what they are doing and saying The speculation revolving around which lucky huyer will be tapped to head up buying chores on JWT's latest jackpot, the Phillips Petro- leum account, can now be laid to rest. The choice has been made and he's none other than Lambert & Feasley's Bill Millar. A timebuyer defector who chose neither selling nor p.r. work is Marge Flotron, one of the notables on the Chicago timebuying scene. She switched, instead, to the advertiser end of the business. Now media director lor Helene Curtis, she will be working closely with Curtis buyers at the five agencies of this highly tv-oriented client: Ed- ward H. Weiss, McCann-Erickson, EWR&R, and JWT in Chicago, as well as Altman-Stoller 8c Chalk, New York. Marge's most recent agency a Hi liat ions have been North Advertising and FC&B. 50 "Partners in Progress" get Royal welcome The Royal Box in N. Y. Americana Hotel was the setting for presentation by WJXT, Jacksonville, to spotlight N. Fla./S. Ga. Among the 250 admen who attended: (1-r) Glenn Marshall, pres. WJXT: Edna Cathcart, Mathes; Jeanne Sullivan, Vera Brennan, SSC&B; Bob McGredy, exec. v.p. TvAR And in the agency-hopping game: Stan Pulver, assistant media direc- tor, Lynn Baker, New York, to Henry Turnbull, Greenwich (new house agency for Ruppert Brewing) . . . Vic Seydel, from v.p. and ac- count supervisor on Bon Ami, Hoyt Associates, New York, to fill Stan's, place at Lynn Baker. Three-way account switch tangle: At Bates, New York: Everett Kel- lar, taking over as tv buyer on Blue Bonnet from Bill Abrams who- was promoted to Standard Brands account group. And Everett's former Brown & Williamson account? That went to Jim Bisagni. Len Ziegel, who, as reported here last week, left his longtime post at Manoff, is now at Dancer-Fitzgerald-Sample, New York. Len is. warming up to take over the P&G Brand buying chores handled by Don Douglas. Don, who's trading buying for selling, starts next week (Please turn to page 52) SPONSOR/ 10 DECEMBER 1962' NOISY TV MESSAGES (Con tin tied from page 31) than the negative. Schematics, such as of t lie digestive system, are han- dled with lull restraint. We don't allow any over-explicit visual de- vices which border on the clinical. "We attempt to put the emphasis on the pleasant rather than on un- pleasant aspects of a product, and will not allow suffering to be over- emphasized, for instance, lor pain remedies. "Copy for foundation garments is confined to fabric, styling, etc., and live models are not allowed un- less fully clothed," Ream con- cluded. At NBC TV, Carl Watson, direc- tor of broadcast standards (the de- partment which reviews all pro- graming and commercial material submitted for network broadcast- ing both on radio and tv) said, con- cerning loudness: Highs and lows. "The networks do not produce commercials. The agencies produce commercials. And the problem will be greatly over- come, if not totally resolved, on that day when those producers of this type of offending commercial cease the practice of cutting the highs and lows, which creates the resulting commercial 'underpres- sure' and which cannot be con- trolled by a decible meter. "As for taking stricter control of loud, strident, tasteless commer- cials," Watson continued with evi- dent good humor, "this appeal very easily might have been made to the agencies by the networks." Turning to the review of com- mercials, Watson said, "Broadcast- ers have taken very strict control of advertising content ever since the establishment of this function (broadcast standards which orig- inally was continuity acceptance) in 1934. "It is regrettably still not gener- ally known," he continued, "to what degree the networks exercise care in the review of commercial claims and representations. Claims must be backed. All commercials are reviewed before they are taped or filmed to ensure that they meet our policies and standards. They are also reviewed again before they are scheduled. A basic requirement is that all claims be supported by written substan- tiation and all representations (such as testimonials) be hilly au- thenticated. "We do this to protect the pub- lic from being misled b) any ele- ment of the commercial message either by its claims or the infer- ences giowing out ol its claims. We also constitute a barrier against material which might result in squeamish responses on the pari ol the audience." Referring to the NAB Code, Watson said: "NBC with other net- works and individual NAB station members have supported develop- ment and enlargement of the Code' Review Board. "One result ol this was the estab- lishment of the N.Y. Code Au- thority office which increasingly is concerning itself with the review of commercial advertising content and back-stopping the efforts of our office and our counterparts at the networks." "Messages beat programs." From his Chicago office. Weiss stated there is a need lor sell policing on the part of advertisers to eliminate loud commercials. Pointing out that a high decible rate shows a weakness in the creative end, Weiss asked, "You wouldn't go into some- body's office and try to sell him something by yelling at him. Why do it in broadcast advertising?" Ooing a couple of strides farther, Weiss recently made out a case be- fore the Chicago Broadcast Adver- tisers for "creative people who are working for advertising agencies ... to come out of hiding, get off their perches, raise a little hell" in the programing end of tv. "In many cases the commercials on tv and radio are better than the programing itself. They are often more imaginatively written, more skillfully presented, and more artis- tically unified. . . Now it seems to me a ridiculous state of affairs that the men and women capable ol creating these commercials are not called upon to lend their minds and talents to the programing end of the industry. "I am not suggesting," Weiss con- tinued, "that the radio and t\ sta- tions, and the package producers should relinquish their roles as creators and producers ol broadcast programing — alter all. they have the talent, the stalls and the facil- ities to develop such projects But it must not be ... a closed corpora- tion. Inbreeding kills oil indus tries, just as it kills olf people. "Bring in the admen." I elevi- sion desperately needs outbreed- ing," Weiss went on. "It needs the minds, the imaginations, the lm'Iis. of all who aie ( ounce ted with it. And none aie more intimaleh ion nected than the advertising people themselves." 1 mphasizing that talent is talent wherever it may be found, Weiss later said: "There is no lion Cur- tain to creativity; you cannot arbi- trarily say, 'On one side of the cur- tain we have the writers ol pro- grams; on the other side, the wi iteis ol commen ials.' I le said there is "a profound in- terdependence between the com- mercials and the program material itself. The su((css or failure ol one usually depends upon the success or failure of the oilier. A bad pro- gram will leave the viewer hostile to the message; a bad commercial will sour the taste of the program. "Unlike magazine and newspa- per content — where the readei Eeels little or no conjunction between the editorial matter and the adver- tisement next to it — in tv there is an intimate emotional association between the two." To show what already has been done by agency people in the pro- graming end of tv, Weiss referred to the multi-award-winning Purex Specials for Women, the basic idea of which was created bv a copv- writer in Weiss' own agencv. ^ ALBERTO-CULVER (Continued from page ."»!') t ion. the- brand is fast taking over the men's hairdressing field. V05 Hair Spray leads the enormous hair spray field with a rate ol growth that is twice that ol the market itself. Rime Aw.iv is the leading dandrull treatment with almost K)1 j ol the market. Get Set Hair Setting Lotion is number one. And with our V05 Hair Setting Lotion, the two make- up the en tire product class. And V05 ( reinc Rinse has become' the second lead- ing brand in its field in just a year and a hall. Furthermore, the fruits ol these' successes have been shared bv eveiv retailer with whom we deal. In even one ol the mat SPONSOR 10 DECEMBER 1962 51 TIME BUYER HAILED! BUYS WHLI sland * -4TH LARGEST MARKET IN U.S.-A SEPARATE, INDEPEND- ENT AND DISTINCT MARKET ' Nassau Suffolk (Long Island) accounts for more Food Sales than 32 states and its S31 > Billion Retail Sales out-ranks the following major metro markets: Philadelphia Dallas Detroit St. Louis Cleveland Milwaukee Washington, D.C. Seattle Boston Minneapolis Houston Pittsburgh San Francisco Kansas City Baltimore Atlanta Long Islanders listen, and are loyal to WHLI because WHLI pro- vides exclusive programs and services that are vital to resi- dents of Long Island. r ► 10.000 WATTS WHLI AM 1 1 00 FM 98 3 NIMPITCAD 10MQ ISliNO. N. T. tk uowe oi JLontj \damk PAUL G0D0FSKY, Pres. Gen. Mgr. JOSEPH A. LENN, Exec. Vice-Pres. Sales REPRESENTED by Cill-Perna TIMEBUYER'S CORNER Continued as account executive at Harrington, Righter & Parsons. Don's wife, incidentally, is a sales secretary at HR&P. Other timebuying defectors: Harvey Schulman, Monroe Greenthal media director, goes to WNBC (AM & FM) , New York, as account exec. . . . Elaine Martha Pappas switched from media supervisor at North Advertising to sales development director at Metro Broadcast Sales, New York. Name-alike confusion dept.: To this department, add the names John Cole. One is manager of the broadcast facilities department at Needham, Louis and Brorby; the other is tv-radio director at Buchen Advertising, both Chicago. Both Messrs. Cole are closely allied with the timebuying activities at their respective agencies and thoroughly established in broadcast advertising in Chicago. To enhance the con- fusion, neither one uses a middle initial. Contributions, anyone? Admen help celebrate opening of St. Louis Avery-Knodel office Sharing in the festivities: (1-r) A. James Ebel, v. p. -gen. mgr. K.OHN-TV, K.GIN-TV, Lincoln/Grand Island, Neb.; Rose Busalacki, Gardner. St. Louis; Floyd Warmann, D'Arcy, St. Louis: Roger O'Sullivan, sr. v. p. A-K, Chicago Can't help wondering: How the Dancer-Fitzgerald-Sample, N.Y., media department likes the view from their just-moved-into new quar- ters on the agency's third floor? Promotion dept.: Tom Lawson, who worked as assistant to Art Topol at OBM, has been upped to buyer on Good Luck margarine and Lucky Whip. (These are the accounts once handled by Bert Hopt who departed OBM for Foote, Cone 8c Belding to fill the vacancy created there by Walter Reed). . . . Harvey Bargamian, Monroe Green- thai media buyer for nearly two years, moved up to media director there. Expectant father-mother dept.: BBDO's (New York) Dave Persons . . . Elkman's (Philadelphia) Kathy Johnson. ^ 52 SPONSOR/ 10 DFXEMBER 1962 kets we have enured. Alberto-Cul- ver has brought in ;i Mood of new consumer dollars by speeding up turnover and bv increasing the ba- sic prices paid l>\ consumers for these prod ii< (s. Sales gain. It is thai stor) upon which we have built our philoso- phy and our business. And it has taken us from sales ol $400,000 in 1955 to sales ol S2.r) million in l!)(il and over $55 million in lu<>2. In 1963, Alberto-Culver again expects a solid increase for all its current brands. The fast growing interna- tional division will add still more volume. And it won't stop there. Our philosophy has worked so ef- fectively in the past, that we have great expectations lor the future. In short order, we will introduce five or six new products, in prod net classes in which we've never competed before, in which vast numbers of advertising dollars will be necessary. It is our hope that this aggressive expansion will con- tinue to be standard procedure at Alberto-Culver. What has happened at Alberto- Culver in the past seven years has had several far-reaching and verv deep effects on the industry as a whole. What we have clone has shaken at the roots, the basic con- cepts of package goods merchan- dising. Upgrading industry. When we started out, we went into competi- tion with the market leaders. Now we are the market leaders and they must compete with us. The rest of the industry will have to upgrade and improve their products to stay in the running. We have adver- tised heavily, indeed, extravagant- ly. Thev will have to tr\ to match it to keep pace and not lose their share ol market. So when I tell you about the success ol V05 Shampoo, it doesn't just mean that Alberto-Culver has found a wav to make more money. It also means that something vital is happening which will undoubt- edly, affect the entire economy in certain and due course. And when I tell you that our advertising budget for fiscal year 1963 was es- tablished at $30 million and is now starting to move up again, it doesn't just mean that our agen- cies and you in the broadcasting Are you sure you're considering the whole ball off beeswax? Your advertising plans for Inland California and Western Nevada are incomplete if you're forgetting about the best way to reach this entire vital market - BEELINE RADIO. It's a fact that the McClatchy stations reach more radio homes here than any other combination of stations — at the lowest cost per thousand. ( Nielsen Coverage Service 1961, SR&D.) McClatchy Broadcasting Company delivers more for the money in Inland California-Western Nevada KOH RENO • KFBK SACRAMENTO . KBEE MODESTO • KMJ FRESNO • KERN BAKERSFIEU SPONSOR 10 DECEMBER 1962 53 industry will be reaping benefits from Alberto-Culver. It also means that more and more people in packaging will be working harder to build better campaigns in which broadcasting will be an integral part. All that we wish to our- selves, we also wish to von. ^ BENCHMARK RESEARCH {Continued from page 39) performance which arc less impor- tant than they should be. An ex- ample of this is the familiar, though now pretty much extinct, tendency to cite Starch-noted scores as 'proof of the success of an ad- vertising campaign. Most people today tend to feel that noting scores, while they should be favor- able, are far from the best or ulti- mate criterion of success of an ad- vertising campaign." Simple yet sound. The concept of benchmark research is simple yet sound. Jack Landis, executive di- rector of Marketing Evaluations, told sponsor. Landis put it thusly: "Take a measurement today to de- termine how you stand: repeat the measurement in some future period to determine how much you've pro- gressed. Then the repeat measure- ment can serve as the benchmark for the next period, and so forth." Landis, however, wanted to add one caution to benchmark research. The concept of benchmark re- search may be a little too simple and not quite sound enough if viewed as the final measure of tv advertising effectiveness, Landis maintained. "The trend perform- ance is merely a tracking of what has occurred as a result of all the factors influencing the consumer," he said. "In order to measure effec- tiveness we need to know what would have happened without the tv advertising — and this can only be established through experimen- tal control or by sophistcated statis- tical analysis. Thus, the bench- mark research is only the begin- ning ol our efforts, not the end." Dangerous fallacy. "The term 'benchmark research' has a com- forting sound," Horace S. Schwerin, president of Schwerin Research Corp. said. "It implies immutabil- ity, a kind ol research pole star from which advertisers can confi- dently chart their position. This I believe is a dangerous fallacy. If the essence of a benchmark is its fixity, the nature of the forces that advertising research is measuring is dynamic. "An ever-shifting alignment of products and campaigns is forever changing the competitive battle forces in every product field. The 'benchmark' is only realistic in re- lationship to a given point in time. The only certainty is that it will change." The "awareness-attitude model" is the name Eric Marder, head of Eric Marder Associates, has given to the theory he has been de- veloping and applying for a num- ber of years, initially at Kenvon & Eckhardt, and since then in his own shop. Marder told sponsor that advertisers are increasingly' recognizing the need for a basic theory of advertising. The "aware- ness-attitude model" is such a the- ory, he said, adding that it states the objectives of advertising as two- fold: 1) to build awareness for the advertised product and 2) to build favorable attitudes toward the ad- vertised product. The-e two factors, he said, are highly correlated with actual sales fcr- nroducts marketed under comparable price and distri- bution conditions. Objectives do not differ. "Ad ve~t*ser objectives do not reallv dif- fer Loin advertise'- to advertiser," Marder said. "When you examine each advertiser's professed objec- tives, thev all bod down to a com- mon denominator. In one form or anotne'- — exnlichlv ov imolicitlv — eve"v advertiser >'s trying to do the same two things: to build aware- ness and to build attitude. The 'awareness-attitude model' defines these objectives in precise terms. It gives us a powerful set of tools. We can measure awareness and atti- tude at one point in time, and again at a later point. We can measure awareness and attitude be- fore a campaign and after a cam- paign." ^ PROMOTION (Continued from page 11) them, and remember them: there- lore we pay more attention to what the station offers. It still has to offer something good in the face of its competition." A Baltimore station, in a stunt much talked about by buyers, last year sent out oysters with pearls inside by registered mail. One or two even had rubies in them, buy- ers claim. In Detroit, a station is remem- bered by buyers for its recent mail- ing of lfi ounces of Juicy Jona- than's cider "made from apples picked on the rustic two acres at the broadcast house of WXYZ-TV." Sunshine in a can was sent by a Tampa tv station. A female buy- er says, "It's silly, I know, but we remember the stunts and the call letters. On a rainy day other buyers will come in and ask me to open my WSUN can of sunshine. Another timebuyer reported he kept an aspirin-sized jar of dirt from a station tower location for a longer time than any other gim- mick. The WJZ-TV, Baltimore, ad man's game distributed this fall was mentioned in several cases. Produced for men and women "who have chosen advertising as their game of life, the outcome of the game shows (naturally) that the richest awards come to those who buy time on WJZ-TV." Newsletters. When newsletters contain news and are interestingly written, timebuyers admit they take notice. Better to be short and to the point or written in an amus- ing vein, however. A series of giant tv newsgrams sent out for WZZM-TV in Grand Rapids and WNYS-TV in Syra- cuse, timebuyers reported, had both the light touch and news content that was informative and easy to take. Both were progress announce- ments of the new channels. One read: "300 foot tower now in the air. Transmitter equipment now being set up. In control room vidicon assembled and in place. Universal multiplexer is assembled, globetray for video is completed. Electrical wiring in progress. Looking for- ward to air date Sept. 9." Success stories. The general opinion is "anybody can write a success story. I don't care how good they are." Also, it is often hard to determine whether success can be directly attributed to the station, with marketing and prod- 54 SPONSOR/10 DECEMBER 1962 uct factors to be considered. On the other hand, there are those who believe if a station can sell a large amount ol an unknown product in a new marketing (en- ter, then it must be good. A case in point might be William Dailey's Paint Co. which increased business three times within the first month he used KETV (TV), Omaha, alter he'd been in business five years. Under such circumstances the power of the advertising ve- hicle cannot be denied. Market data. Share of market studies are always well received b\ those timebuyers interested in that product. However, they are also interested in the level of buying power in general categories such as automobiles, beers, and soaps. which point up the general wealth of the community. ARB and Niel- sen survey to determine the num- ber of homes but it is important and often expedient in the long run, buyers claim, lor the station to survey and find out what these homes buy. Coverage maps are sometimes kept, sometimes not, but in general timebuyers consider them more valuable than rate cards because the information is harder to gel quickly. SRDS or a quick lilt ol the phone will supply rates, but in no place are maps catalogued. Katz sends out useful maps, il was reported. The timebuyer, then, likes to get informative, factual, accurate, easily understood material pre sented with brevity, and taste. Most effective pieces in general follow (he formula of catching the eye and then mind, timebuyers say. "But heaven forbid, don't everyone send us something unus- ual— and please, no monkeys." ^ SLEEPMASTER ON RADIO (Continued from page 1 1) While the cop) department worked on the commercials, the timebuyers worked on the sched- ule. Since late fanuary, as main as 20 one-minute messages — and never less than 10 — have been and are being aired weekh on the pro- grams listed above. All commercials contain tags for mention ol dealers in various lo- calities, lor instance: Drop in to- d.i\ at (ones Furniture Store at Pine and Main Siiccts in Midville 29 \c-.us in the same lo< ation. Message with a WEB. 1 he mes- sages were wrought through Get schal's WEB method, which, like clec trie it\. hasn't yet been defined, although il is ill constant use al the agen< \. I fere's how the lot inula was applied lo the Dr. Maiti- son mattress: \ Worthwhile Exclusive Benefit (WEB) was found b\ which the product could he sold, and which no competitive product possessed. In this case, the worthwhile, ex- clusive benefit is the weight-bal- ance formula invented b\ Dr. Nor- mal) D. Matiison, an M.I), special- izing in orthopedics who began his practice in 1907. In 1930, Dr. Matiison developed a "differential siress formula" of bod) weight, from which he de- veloped his weight-balance formu- la which he applied io mattresses. The formula, which is secret (Please turn to page 0 1) LOOK WHOS 10 YEARS OLD I WSLS-TV 10 in ROANOKE , VA. ON DEC. 10 th THAT'S WHO!! ■cf I THE K VT/. AGENCY, im ■ SPONSOR/10 DECEMBER 1962 55 'SPONSOR-WEEK Continued Weary Willie kicks off Christmas toy collection The world's saddest clown, Emmett Kelly (alias Weary Willie), is pre-season Santa Claus for the Police Athletic League's toy collection for underprivileged children. He presents John J. Foley (I), PAL exec, dir., with all toys used in Seven Arts' new tv series, "The Emmett Kelly Show" Senator salutes station on tenth anniversary The Great Danville Fair set aside one entire day as WSLS-TV Day to fete the Roanoke station on its 10th birthday. Senator Lyndon Wyatt presents gen. mgr. Horace Fitzpatrick with a cake For traffic safety Paul B. Marion (I), WBT, Charlotte, gen. mgr., accepts Traffic Safety Leadership Award trophy from Gov. Terry Sanford at award ceremonies f^S Jffl| IK -5 S For public service Robert W. Wilson (I), KXTV, Sacramento, gen. mgr. accepts Corinthian's annual programing award from pres. C. Wrede Petersmeyer Advertisers Perhaps the most intensive radio saturation program in butter ad- vertising history is underway in New York for Hotel Bar Foods. The blitz involves as many as 45 spots a clay on WOR and WCBS, and will run well into January. 1 he agency is Pace. PEOPLE ON THE MOVE: J. E. Drew, who recently retired as pub- lic relations director of Lever Bros. alter 11 years in that post, to head ol his own public relations busi- ness . . . Walter J. Phillips to vice president— advertising and public relations of National Car Rental System . . . Charles R. Kelley to I assistant to the director of adver- I tising for Interstate Bakeries . . . I M. E. Peck to vice president of I Lehn fe Fink Products Corp. Agencies A musical-chairs shifting of top echelon executives at Y&R shapes up as follows: James P. Wilkerson, senior v. p. and managing director of the Lon- don office, returns to the U. S. in charge of client services; Francis F. Gearon, managing director in Frankfurt, also returns to New York as senior v.p. and head of International Operations. Wilson H. Kierstead, senior v.p. and division manager in New York, replaces Wilkerson; Walter H. Smith becomes senior v.p., re- placing Kierstead. Kenneth B. Loftus, currently sta- tioned in Frankfurt, replaces Gear- on; Sumner [. Winebaum, former- ly stationed in London, will head the new Milan office which opened in November. A new agencv, Lane & Huff, will open in San Diego 15 January, with annual billings in excess of $700,- 000. Principals are [ames B. Lane and Frank Huff, both former execu- tives of the Barnes Chase agency. The agencv will be located in the new Home Tower Building with temporary offices at 1029 9th Avenue. Phone: 239-7681. Initial accounts of the new shop: 56 SPONSOR/ 10 DECEMBER 1962 Home Federal Savings & Loan Assn. and Rolir Aircraft. Agency appointments: The Bastian Blessing Co., Chicago, to William Hart Adler for its subsidiary, Me terlio Dispensers . . . "Woman's Day" magazine to Carl Ally, from Donahue & Coe, effective .'51 De- cember . . . The Bank of Sacra- mento, which opens in January, to Runyon & Associates. Media plans include radio and tv spot . . . Free- man Shoe Corp. ($250,000) to Roche, Rickerd, Henri, Hurst, Chi- cago, from J. Walter Thompson . . . REA Express ($500,000) to Erwin Wasey, RuthraufT & Ryan from Ben I on & Bowles, effective 1 Jan- uary . . . Thompson's Spa to The Allenger Advertising Agency. Brookline, Mass . . . Trans-Texas Airways to Clenn Advertising of Dallas . . . The Cunard Line ($1 million to Ted Bates, effective 1 March, from Compton . . . O&C products of (he Glidden Company's Durkee Famous Foods group to Meldrum & Fewsmith. Divorcement: Fletcher Richards, Calkins Sc Holden has cancelled its contract with the Elizabeth Arden Sales Corp., to have taken effect 31 December, clue to disagreement in advertising policy. Merger: New agency in Boston is Stern/Frank Advertising, the re suit of the joining of Gabriel Stern Inc. and the Herbert W. Frank Advertising .Agency. Combined bill- ing of the merged operation, lo- cated at 296 Boylston Street, will be in excess of $2,500,000. International entente: Compton has signed an agreement with Dai- Ichi Kikaku, Tokyo, to provide reciprocal service to clients of both agencies in Japan and the U. S. Dai-Ichi Kikaku is the fourth larg- esl user of tv time in Japan. Top brass: Edward D. Kahn and J. Desmond Slattery have been pro moted to senior vice presidents of Pritchard, Wood. New v.p.'s: John E. Baircl to vice president of The Manchester Or- ganizations, Washington and New Nice work if you can get it WlS d.j. Dick Biondi launches Chicago's Xmas season by crowning Star Queen Barbara Boiling while 1961 queen Nancy Pearson looks on. Loop retailers sponsor a month-long celebration Helping out public universities Eldon Campbell (r), v.p. of the WFBM stations. Indianapolis, confers with Purdu U. pres. Fred- erick Hovde on script. Hovde used donated tv time to outline financial needs of state schools Internal Revenue Service honors Michigan broadcaster Les Riederman (I), pres. of the Midwestern Broadcasting Co., accepts award from the IRS from Ray Nixon (c), Michigan dir. and Douglas Barns, regional commissioner for "above normal aid" Search ends for listener who "fits" secret description WABC, New York, community services dir. Rick Sklar (I) and Robert Chiang, mgr. of Chemical N. Y. Trust branch, unlock description from vault. "Look-a like" fell heir to "international fortune" SPONSOR 10 DECEMBER 1962 .), York . . . Ray Freedman at Sander Rodkin Advertising Agency, Ltd., Chicago . . . Edward J. Maroney and Robert H. Cremin at McCann- Erickson, Chicago . . . John Currie, Jr., art director, and John Lucina- tclli, media, at Pritchard, Wood. PEOPLE ON THE MOVE: Mason Plank, formerly with Y&R and Mc- Cann-Erickson, to K&rE, Boston, as an account supervisor . . . Lee Ross, former advertising manager of Sa- varin, John Troy, formerly of Clairol, and DeWitt Taylor, of Colgate-Palmolive, to Kastor Hil- ton Chesley Clifford & Atherton as account executives . . . W. Robert Wilson, Jr., to media analyst at Guild, Bascom & Bonfigli, San Francisco . . . Estes Jones to the public relations department of N. W. Ayer . . . H. Blake Chatfield to the publicity department of Y&R. Los Angeles, from NBC's publicity staff . . . Grover Allen to director of television production of Wade Advertising. Station Transactions Kaiser Broadcasting Division of Kaiser Industries has purchased KBAY (FM), San Francisco, sub- ject to FCC approval. Selling corporation is KGMJ. Inc. of Bellingham, Wash. The station has been broadcast- ing since February 1960, from stu- dios in the NBC Building at Tay- lor and O'Farrel Streets. Additions and modifications of equipment are contemplated and programing will be expanded in hours and scope. KBIC-TV, Los Angeles, has been sold to a Nashville group. Consideration for the station, still under construction, was $300,- 000. New owners are Martha White Mills, Inc., flour producers, and H. C. Young, Jr., operating as Central Broadcasting Corp. of Cali- fornia. The seller is the John Poole Broadcasting Co.. licensee of KBIG, Los Angeles. WVIP, Mount Kisco, N. Y., has been sold to a semi-weekly local newspaper, "The Patent Trader." The station had been owned bv VIP Radio Inc. (Suburban Broad- casting Co.). WMRC, Inc., has bought out the capital stock of Southeastern Broad- casting Co., operators of WMAZ (AM & TV), Macon. WMRC Inc. owns and operates WFBC (AM-FM & TV) in Green- ville, and WBIR (AM k TV), Knoxville. Transaction is subject to FCC approval. KBEA (AM) and KBEY (FM), Kansas City, have gotten an FCC green light for a continuous 24- hour am license. The grant allows for the first simultaneous broadcasting on both am and fm outlets for the full day. The expansion should take place in mid-January, coinciding with the move to new studios now un- der construction at 5820 Outlook in Mission, Kan. Associations NAB has decided to skirt court proceedings and battle in another way the upcoming FCC hearings into tv programing in Omaha. The association will register its opposition to this type of FCC probe by participating in the hear- ings. The three stations involved are KETV, KMTV, and WOW-TV. Ken DeVaney has resigned as man- aging director of the California Broadcasters Assn. George Whitney, president (KFMB," San Diego)' will fill the vacancy until DeVaney's successor is named by the board of directors in their next meeting set for Feb- ruary. Three out of the seven Golden Mike Awards of the American Le- gion Auxiliary were presented in New York last week. The honors, which represent the polled opinions of members in every state, went to: "Twentieth Century," Burton Benjamin, ex- ecutive producer, for Best Ameri- canism Series: the three networks for individual and pooled coverage of John Glenn's orbital flight, for Best Special Production; and to General Electric (for the second year), for Most Informative Com- mercial. Awards for Best Adventure Ser- ies, Best Family Comedy Series, Best Musical Series, and Junior Member's Favorite Program will be presented on the west coast at a future date. New officers: Irwin Adams, KGON, Oregon City, will head the Oregon Assn. of Broadcasters for the com- ing year. Others elected: Robert Chopping, KAST, Astoria, vice president; Bob LaBonte, KERG. Eugene, secretary-treasurer . . . The Maine Assn. of Broadcasters elected Edward Guernsey, WLBZ, Bangor, as president; Stanley Lyons, WAGM (AM fe TV), Presque Isle, vice president; Norman G. Gallant, WFAU, Augusta, secretary-treasur- er. Looking forward to: The Georgia Assn. of Broadcasters meeting 22- 24 January in Athens. Steve La- bunski, vice president and general manager of WMCA, New York, will be one of the featured speak- ers, along with FCC commissioner E. William Henry. Awards expansion: Three new cate- gories have been added to the third annual International Broad- casting Awards Competition. They are humorous, series, and public service commercials, in both tv and radio. Presentation dinner is 26 February at the Hollywood Palla- dium. Tv Stations Los Angeles area viewers will have something very new and different for their entertainment fare next year via KMEX-TV. The tv departure is a 1962-63 season of bullfights from Mexico City each Sunday, videotaped from the Pla/a Mexico, world's largest bullring. Tapes of each Sunday's corrida will be processed and flown to Los Angeles for KMEX-TV showing the following Sunday at 8 p.m. Ideas at work: • WJXT has been making the rounds with its film presentation 58 SPONSOR 10 DECEMBER 1962 WASHINGTON WEEK 10 DECEMBER 1962 / c*»yrtght iwz What's happening in U.S. Government that affects sponsors agencies, stations The analogy may be a little too broad but the FTC is lifting a leaf from the FCC: it too is going to the people for aid in carrying out its policing activities. The FCC does it by holding local hearings and in the process giving local citizens a chance to blow off steam and vent gripes against stations. The FTC's approach: naming a new consumer relations representative who will in- form the public they can lodge their complaints through him. Named to the new post was Gale P. Gotschall, who is and will continue to be assistant to the director of the FTC bureau of deceptive practices. This bureau is mainly concerned with allegedly false and misleading advertising. As Gotschall will also be in his "extra" job. The FTC officially described the new position as liaison between the Commission and the President's Consumer Advisory Council as well as private consumer organiza- tions. The two-way funnelling of information, facts about FTC activities to protect consumers and receipt by FTC of complaints about advertisers and others, is expected to be greatly en- larged and speeded. There has been nothing really new and no perceptible toughening at the FTC under the new administration, and there have been some comments to the effect that there has actu- ally been a slackening. This move could indicate that resulting criticism by some consum- er groups has gotten under the bureaucratic skin. The FTC, meanwhile, appears to be completely bogged down in its rating service proceedings. For over six months there were rumors that the Commission was about to conclude consent decrees with these services, and now even the rumors have faded away. The House Commerce Committee turned over its own highly inconclusive study of rating services, and the Commission was also asked to investigate by the Senate Commerce Committee. Despite passage of much time, FTC sources are not promising any fast ac- tion. Commission appears to be overwhelmed with statistics and even more importantly with evidence that rating services do not misrepresent their methods of the accuracy of their re- sults to clients. If clients sometimes slant the results a bit to reflect more nearly the wanted conclusions, it would be difficult to place too much blame with the services. The consent decree route would involve agreement by the services either to stop doing something or to start doing something the FTC wanted them to do. If the services refused to agree to an FTC request, the only Commission alternative would be to issue an order, and that could go to the courts. A proveable and significant misrepresentation would be required for defense of an FTC order. And this could be the reason FTC action has been slow. Chances are very strong that the FCC, which skipped a year in asking Con- gress for power of direct regulation over networks, will renew that request next year. This could well be the immediate result of the 1962 renewal of network programing hearings. A lengthy and recommendation-studded staff report on the program study is said to be circulating within the FCC. However, staff reports mean little until a majority of commis- sioners agree on the recommendations in them. Much of the first, and much larger, network study report (the Barrow Report) still waits Commission action — including a bid for network regulation. SPONSOR/10 DECEMBER 1962 59 SPONSOR HEARS 10 DECEMBER 1962 / comistit ijkb I A round-up of I trade talk, trends and | tips for admen The new top management look at Young & Rubicam suggests a kitchen cabi- net to George Gribbin of three men who are within the 40-50 age range. It consists of Edward L. Bond, Jr., executive v.p., whose main account satrapy is Lipton; William Coulihan, v.p. in charge of media, research and merchandising; Edward Ney, assistant to the president, whose long service with the agency has included supervision on General Foods and Johnson & Johnson. Esty has yet to find a buyer for half of Ballantine Beer's two-thirds tv-radio sponsorship of the New York Yankees games for the 1963 season. The price being asked for this share is $1,080,000. This includes the radio hookup. For New York City only the tag is $886,000. R. J. Reynolds sublets a third of the games and Atlantic Refining is also in the picture as sponsor of about a sixth of the radio hookup. P.S. : JWT has still to rustle up a taker for a portion of the N. Y. Mets games, which are under contract to Rheingold. What makes it especially tough for a tv network to substitute a new series in midseason even when it controls a pilot is the dispersed talent factor. With so much work available in Hollywood, the leads in a pilot put a sharp limitation on the optioning of their services. The effect: the leads' unavailability, or even recasting, which takes consider* able time, forefends getting the series, as represented by the pilot, into produc- tion for two or three months. By that time the spring-summer season has rolled around. This circumstance of tv's servitude to Hollywood rituals explains in large measure turn- ing to quizzes and game shows for midseason replacements. A top management executive for one of the network organizations is conspic- uously known by his associates for one thing: he never writes an interoffice memo. If a matter has to do with policy, he passes it on to an associate, or lieutenant, in per- son. He transmits thoughts and instructions, otherwise, by telephone. However, he's a profuse letter writer on themes involving him personally. The spinoff program series has become as indigenous of tv as the rerun. Take the case of Beverly Hillbillies. Filmways has on the planning boards a sequel to be billed as Ozark Widow and CBS TV has the first option. A Madison Avenue wag suggests a second spinoff: Son of the Ozark Widow. 60 Showmen who have lately departed from network posts voice this lament in essence: the verve and excitement has gone out of programing because of the committee operation. As ratings become more and more the lone standard and the casualty rate keeps spiraling, the resort to a hedge or alibi in the area of decision becomes stronger and stronger. One man's intuition of show values, born of extended experience, sensitivity to broad appeal and track record, is subordinated to the rule of the committee or the reference to a subcommittee report. SPONSOR/ 10 DECEMBER 1962 on the Jacksonville market called "Partners in Progress." The 20- minute color film describes the grow ill of industry and the ex- panding economy of the North Florida/South Georgia region. • It was Major Mndd Day in Peabody, Mass. on 1 December, and the whole community turned out to greet WN AC-TV, Boston's newest personality in a mammoth parade through the city. Major Mudd is the host of the "Three Stoges" weekdays at 5 p.m. Happy anniversary: Everyone from State officials to NBC notables are joining in the Birthday chorus for WSLS-TV, which is celebrating its 1 0th anniversary in Roanoke. Sports note: WFIL (AM & TV), Philadelphia, have acquired the exclusive broadcasting rights for the 1962-63 schedule of 62 collegi- ate basketball games of the U. of Pennsylvania. Four games will be televised, and all be radio broad- cast. Off the press: The ARB "TV Mar- ket Survey Guide for the 1962-63 Season." The Guide is a complete description of more than 230 mar- kets where 667 ARB local market surveys are conducted. PEOPLE ON THE MOVE: Clark E. Hefner to the "shopper-topper" m e r c h and i si ng department o f WSTV, Wheeling E. Mitchell Shulman to manager of public service and promotion for KETV. Omaha . . . Elizabeth Morris to promotion manager of KPTV, Portland, succeeding Albert Mc- Laughlin, now a sales executive for the station . . . Lou Frankel to director of publicity and John F. Wade to director of research for the WFIL tv and radio stations in Philadelphia . . . Gilbert H. Thomp- son to account executixe with WFIL-TV, Philadelphia . . . P. T. "Pete" Richardson to KVOO-TV. Tulsa, as account executive . . . Richard Gassawav, manager of local sales for KIMA-TV, Yakima, Wash., to national sales manager of Cascade Broadcasting. He'll be replaced in local sales bv Robert DiPietro . . . William Mulvey to the new position of assistant to the sales manage] ol WFIL-TV, Phila- delphia . . . Robert C. Wisnewski to director ol program operations at WIS-TV, Columbia . . . Philip J. Richtscheidt, vice president and general manager ol WKST-TV, Yoimgstown, has i (signed. Radio Stations Ralph Beaudin, president of WLS, Chicago, had some encouraging words on radio to say to the Peoria Advertising and Selling Club. He answered critics ol the medi- um who sav radio is just "back- ground" with this: "for a medium which supposedl) onh presents background music, radio can and does sell merchandise by the ton to people who aren't listening." Among the six guide lines Beau- din gave the Club members: be- lieve in advertising; buy on facts: have a plan in mind before making a spot buy. The seven Storcr radio program managers have wound up their three-day meeting on programing and promotion. The series, called "The Sound of Storer," was headed by radio programing vice president Grach Edney. Ideas at work: • As a result of a campaign cur- rently underwa) on WFLA. Tain pa, hundreds of thousands of trad- ing stamps are coining in. in re- sponse to the station's Stamps for Santa promotion. The stamps are being given to the Salvation Arnn to obtain lovs for need) children. • WEBC, Dnluih. made News- week 3 December because of a campaign il started to save Mr. Magoo the Mongoose. Magoo had been donated to the citv zoo and was delighting /oo goers, when the slate Wildlife Service cited a 1900 law banning mongooses From the country. Reason: thev reproduce amazing!) last and have a unsala- ble appetite for other small ani- mals. WEBC heard that Magoo was to be "dispatched humanely" and spearheaded a "no noose for the mongoose" drive which swept the citv. Result: Interior Secretary Stewart Cdall gave Magoo at least a temporary i epi iev e, Happy anniversary: Syracuse's old- est continuous radio program, "Meeting ai the Crossroads" with Dr. Clavin M. Thompson, fr. cele- brated its 28th birthda) on WSYR. A click: Broadcasting media were used exclusively to bring a crowd to the Southgate Shopping Centei ol Augusta loi a i e< ent ( .In istmas show. The cntiie promotion, which cos! less than one newspaper ad, was handled bv WFNL and the Bureau <>l Artists and Promotions of Augusta. Sports note: WFIL, Philadelphia, has acquired the exclusive broad- cast lights to the Second Annual Eastern Collegiate Athletic Confer- ence Quaker Citv Basketball Tour- nament to be held at the Univer- sity of Pennsylvania Palestra on 26, 28 and 29 December. PEOPLE ON THE MOVE: Lou Gillette to news director of K.VI, Seattle lac oina, succeeding Bill Golf who moves to operations man- ager . . . Jim Reece to KSXX, Salt Lake City, as an account executive . . . Curtis Blank to business man- age] al WINS. New York . . . David E. Kenney to general man- ager ol WADS. Ansonia. replacing Sydney E. Byrnes who moved to president and general manager of WSOR, Windsor . . . Herman "Sonny" Fields to director ol sales for WJRZ, Newark . . . Harry W. Reith, general manager of WKS I . New Castle, has also been named general manager of sister tv sta- tion, WKST-TV, Youngstown . . . Cecil M. Salisbury to the director- ate ol Wl IP. Inc., 1 1.n l isbuig. I It- was also elected to the post of exec utive v ic e president. Kudos: WAJDO, New York, re- ceived six awards lor outstanding programing to the New \<>\l Span- ish market, presented b\ "Faran- dula," a Spanish entertainment magazine. Fm Two successful fm stereo operators made a plea to receiver makers on behalf of the more than 709* of the country's stereo broadcasters w ho arc- losing money. SPONSOR/ 10 DECEMBER 1962 61 Gary Gielow and James Gabbert, co-owners of KPEN (FM), San Francisco, made the presentation before the EIA's radio meeting at the 1962 Winter Conference. Their key point: Manufacturers can lend a helping hand in the form of increased advertising and promotional guidance. Commercials in stereo on stereo stations to advertise stereo prod- ucts is the plan of General Elec- tric's Southern California major appliance sales division. The buy is for a series of min- utes during the Christmas season on KRHM, KMLA and KCBH, via Fuller & Smith &: Ross, Los Angeles. ^ Freudian slip: While relishing the slip of the wrist which resulted in the appealing call letters "WITY" (26 November, p. 64), the San An- tonio station with the clever com- mercial department reminds us that "KITY is wity ... but KITY is KITY." PEOPLE ON THE MOVE: Fran- cis Martin to sales manager and Clarence E. "Dusty" Rhodes to ad- ministrative assistant to the presi- dent of the Mid-State FM Network, East Lansing. Networks ABC TV is using the month of December as a period of conver- sion to its new trademark. The new symbol comprises the letters a, b, c encompassed in a circle. It will be in complete use by all network departments by 1 January. New show: "Alumni Fun" which debuts on ABC TV 20 January (4:30-5 p.m.), sponsored by Ameri- can Cyanamid (D-F-S). The ques- tion and answer show features two teams of prominent alumni match- ing wits for cash awards to their colleges. PEOPLE ON THE MOVE: Don- ald E. Lowstuter to research direc- tor of Mutual Broadcasting System . . . Henry Grossman to director of national film and video recording services for ABC TV, and NTA. Kudos: NBC Radio last week be- 62 came the first broadcast organiza- tion to receive a citation from the FBI. Reps H-R Television and H-R Repre- sentatives have opened their 12th sales office. New branch is in Boston at 1400 Statler Office Building, headed by Santo Crupi. Rep appointments: WFEA, Man- chester, to Kettell-Carter for New England sales . . . KRLA, Los An- geles, to Avery-Knodel for national sales except New York, Los Angeles . . . WENE, Endicott, to George P. Hollingbery . . . WMAK, Nashville, to H-R . . . WAAP, Peoria, to Mid- West Times Sales for regional sales. New member: Mort Bassett & Co. has been accepted for membership in Station Representatives Assn. PEOPLE ON THE MOVE: Robert L. Stephens to the tv sales staff of Katz, San Francisco, from PGW . . . Audrey Heaney, who was assistant to the promotion director at H-R, to senior account executive with The Softness Group . . . Jerome McCauley to senior account execu- tive in the New York office of H-R Television, from director of sports sales at ABC TV. Film Screen Gems reports the highest first quarter earnings in its 14-year history. Profits before taxes for the first three months of fiscal 1963 (1 July- 29 September) were $958,061 and after taxes were $467,717, or 18 cents per share. This compares to a net after taxes of $341,735 or 13 cents per share for the first three months of fiscal 1962. Four Star Distribution Corp. passed the $1,250,000 mark in gross sales in less than four months of opera- tion. The mark was reached last week with sales of Four Star properties to five new markets. Stations signing: WKST-TV, Youngstown; WTVN-TV, Colum- bus; KREX-TV, Grand Junction; WJAR, Providence; KTBS-TV, Shreveport. ^ Sales: Seven Arts has sold volumes four and five of "Films of the 50's" in 40 markets to date via the sign- ing of WTM J-TV, Milwaukee, and KRDO- TV, Colorado Springs . . . NBC Films scored the 50th sales of "Outlaws" with the sale to WTVC, Chattanooga . . . Sales for both the 22 Science Fiction Feature and "Bomba the Jungle Boy Features" were recorded in six markets over the Thanksgiving holiday week by Allied Artists Tv . . .Official Films has closed sales with WABC-TV, New York WGN-TV, Chicago, WCCO-TV, Minneapolis, WINR- TV, Binghamton, and WDBO-TV, Orlando, for its newly acquired "Songs for Christmas." A living room smash: Seven Arts' tv feature, "Mr. Roberts" (Warner Bros.) walked away with tv feature film rating honors 21 November. Aired on WCBS-TV, New York's Late Show (11:15 p.m. -1:30 a.m.), the film pulled an overall audience of four million, an average quarter- hour Nielsen rating of 39.9 (80% share of audience) and a quarter hours rating of 43.1 at midnight. Show was fully sponsored by the F 8c M Schaefer Brewing Co. (BBDO) PEOPLE ON THE MOVE: Harold L. Danson to general sales man- ager, syndication, of ITC . . . Allen Wallace to vice president in charge of sales for Video Tape Unlimited, New York . . . Steve T. Marchetti to vice president— marketing, at the Marshall-Burns division of Techni- color, Inc . . . John H. Louis to eastern sales manager of Official Films, from midwestern spot sales manager of Ziv-UA. Public Service The end of the year is the time for taking stock of many things, in- cluding stations' public service dol- lar investment. These two stations last week is- sued reports on their outlay in this area: • WABC, New York, reporting on October, devoted time valued at $134,062, up 9.8% over Septem- ber. Time consisted of 47 pro? SPONSOR/10 DECEMBER 1962 ' grams totaling 25y2 broadcast hours and 1635 spot announce- ments adding another 12 hours and 45 minutes for a total of more than 38 hours. • WXYZ, Detroit, broadcast 8,- 399 spots and 436 non-commercial sustaining programs during Sep- tember and October, valued at $123,733. KBTV, Denver, has donated 100 half-hour films to KRMA-TV, the city's educational channel. These 100 half-hours are from the library of the Television Affili- ates Corp., the Trans-Lux-owned industry organization to which KBTV belongs. TAC distributes station-contributed documentaries among its members. Public service in action: • WXYZ-TV made a gift to the Detroit Educational Television Foundation of a valuable video- tape of Robert Frost's recent recital at the University of Detroit. John F. Pival, president of WXYZ, pre- sented the hour and a half tape to the Foundation. • KHJ, Los Angeles, offered the facilities of its record library to KRNO, San Bernardino, when the latter lost its record collection re- cently in a fire. KRNO program director Paid Allen drove 50 miles to Los Angeles, loaded his station wagon with the donated records, and the station is now back on the air. • WINS, New York, has launched a new 26-episode series called "Words in the News" which deals with words or constructions of spe- cial contexts that made news, de- cided issues, shaped policies, etc. Kudos: KREX, Grand function, was selected as recipient of this year's School Bell Award issued by the Colorado Education Assn. in recognition for programing efforts in behalf of local schools . . . KXTV, Sacramento, is the winner of Corin- thians's Annual Public Service Pro- graming Award for the current year. The 30-minute special, "Death of a Gold Rush Town," marks the second consecutive winner pro- duced by the station . . .WLOS-TV, Asheville- Greenville -Spartanburg, lot the second consecutive year, has been awarded the North Carolina Governor's Cold Cup foi Leader- ship in Promoting Traffic Safety . . . WBT, Charlotte, having won I oi two consecutive years the N. C. State Motor Club's award for traf- fic safety and leadership among N. C. radio stations, has been given permanent possession ol the tropin . . . KWKW, Los Angeles, was honored by Mayor Samuel William Yorty for extraordinary and precise coverage of California election re- turns . . . KHJ-TV, Los Angeles, received an award from the Holly- wood Chamber of Commerce for its telecast of the Hollywood Bowl symphony . . . WCAU, Philadel- phia, won the National Safety Council's 1961-62 public interest award for service to farm safety. PEOPLE ON THE MOVE: James Grant, public affairs director of WTCN, Minneapolis, to the WFBM, Indianapolis, stations, ef- fective 1 January. He'll handle a special "Town Hall Meeting" proj- ect designed to bring eminent speakers to the city. ^ Newsmakers in tv radio advertising Morgan J. Cramer, the new chief executive officer of P. Lorillard, has come up through the com- pany ranks. He's been with the broadcast-oriented tobacco firm for 31 years, holding key man- agement posts and serving on the board of directors since 1958. Cramer is succeeding Lewis Gruber, who will con- tinue as chairman of the board. Edgar R. Smith has been named local sales manager for the new tv station in Rochester, WOKR. His previous background: mar- ket researcher for Bausch and Lomb Optical; sales representa- tive for WHAM, Rochester, for six years; and for the past two years, executive with a local ad- vertising agency. The new sta- tion is an ABC TV affiliate. Fred D. Pestorius takes over as manager of WHEC, Rochester, on 1 January. Pestorius joined the station as director of local radio sales in 1953, and was ap- pointed radio sales manager in January 1958. He is immediate past president and chairman of the board of the Grocery Manu- facturers Representatives of Ro- ( luster. Ralph Beaudin, president of WLS, Chicago, was named Ra- dio Man of the Year at the American College of Radio \iis. Crafts and Sciences' sec- ond annual Chicago awards banquet. Under Beaudin's stew ardship since I960, the modern radio format has rocketed Wl S Irom a low-rated, farm-oriented operation to top place. SPONSOR/10 DECEMBER 1962 63 DOMINANCE in the AUGUSTA market THE AUGUSTA TELEVISION AUDIENCE MARCH 1962 AVERAGE QUARTER-HOUR HOMES REACHED SUMMARY NETWORK OPTION TIME AND LOCAL TIME DAY-PARTS STATION AVERAGE HOMES REACHED WJBF (NBC-ABC) Starion "A" MONDAY THRU FRIDAY 5:00 PM »o 7:30 PM 37,4oo 10,800 MONDAY THRU SUNDAY 5:00 PM to 7:30 PM 7:30 PM to 11:00 PM 11:00 PM to Midnight 36,100 39,200 5,500 11,100 20,800 5,400 BROAD DAY-PARTS WJBF (NBC-ABC ) V Station A (CBS) MONDAY THRU FRIDAY 9:00 AM to 12:00 Noon 12:00 Noon to 6:00 PM 16,800 22,300 5,400 7,900 SATURDAY & SUNDAY 9:00 AM to 12:00 Noon 12:00 Noon to 6:00 PM 15,100 20,500 5,600 8,200 MONDAY THRU SUNDAY 6:00 PM to 10:00 PM 10:00 PM to Midnight 43,400 13,600 18,700 12,100 6:00 PM TO MIDNIGHT 33,500 16,500 9:00 AM TO MIDNIGHT 25,400 10,900 AMERICAN RESEARCH BUREAU AUGUSTA, GEORGIA call GEO. P. HOLLINGBERY COMPANY, national reoresentatives SLEEPMASTER ON RADIO (Continued from page 55) and held in trust in a bank vault, compensates for the three weight regions through a blending of three types of toils in the inner- spring unit: light springs for the leg region; heavy springs for the middle region, and medium springs for shoulder and head. Manufacturing rights were ac- quired by Sleepmaster in 1953. Thus, Getschal built the Sleep- master commercials around the WEB, or weight-balance formula. While the radio campaign was being activated, the merchandis- ing program got underway under the direction of I. E. Gennet, vice president and director of sales (and brother of the president) , and Abe Cenit, director of mar- keting. Both also participated in numerous meetings with leading dealers. Both A. R. Gennet and Get- schal realized the vital importance of getting dealers involved in the campaign. "You need dealers on your side," Gennet said. "Other- wise you can lose a sale with a cus- tomer three feet from your mat- tress." Jet trip for 140. To get the deal- ership interested, a 12-day jet trip to Paris, Rome and Israel— to be awarded in February — was offered the top 140 dealer buyers. Deal- ers also were flooded with direct mail, streamers, cards, and posters. Beginning in January, however, Getschal disclosed, a limit will be placed on the number of dealers, in order to assure best sales ef- forts. Best performers among the dealers will retain their dealer- ships, while the least productive will be dropped. Next year, the Sleepmaster ad budget "will rise substantially," Gennet said, as a result of this year's success. He also predicted there will be more activity next year on behalf of over-sized mat- tresses. Gennet, who is New York-New Jersey chairman of the industry's Supersize Bedding Program, re- ferred to the new 60" mattress which is 6" wider than a conven- tional mattress and 33" wider than a child's mattress. t^ 64 SPONSOR/ 10 DECEMBER 1962 ^SPONSOR BACKSTAGE Continued I hope that, even as the debate on the issue increases in inten shy, we will be able to develop the same sense ol humor about it which the British seem to have developed. British cartoonists, for example, have latched on to the tobacco issue to create some of the most hilarious picture-caption jokes of our time. The New York Times Magazine ran a collection of these some weeks back. There was the one from Punch, showing an announcer on a home iv screen, holding up a pack of cigarettes and saying, "Figures prove that fewer people are giving up smoking Park Royale than an) other brand." And the one from the Spectator showing three plainly British advertising agency men poring over a table full of ads, and one of them announcing: "So that's agreed then, we'll drop the sex angle and play up the death wish." And the other one from Punch, wherein a mustachioed auto- mobile salesman is pointing with pride to the shining new car and explaining to a prospective purchaser: "And of course the latest safety devices such as seat belts and no cigarette lighter." I realize there's nothing very funny from the broadcaster view- point about the possibility of losing .$130 million worth of business. Nor from the viewpoint of the people working for the tobacco firms or any of the businesses which depend on them, but the health haz- ards are at the least debatable, and the answer, when economic as well as sociological factors are considered, is not an easy one. Capital punishment issue aired Talking about television's travail, the only thing that surprises me is that there isn't more. Notwithstanding the continual criticism of the medium's program people for failing to handle difficult and con- troversial issues, f personally find more shows slamming in where the holiest of angels wouldn't be found dead. Tuesday night, for exam pie, 1 tuned in Chet Huntley Reporting on NBC TV, 10:30 to 11. Chet was dealing with the subject of capital punishment. His guests were Clinton Duffy, the long time warden of San Quentin prison, who was in charge of the gas chamber executions of 88 men and two women, and the chaplain of the same penal institution, Byron Eshelman. Not only did both men speak forcefully against the whole idea of capital punishment; not only did they take the position that there was no real evidence that it served as a deterrent to homicide or any other kind of crime, but both took a violent posi- tion of a most shocking nature. They said flatly that no person of wealth ever had to fear capital punishment under any circumstances, that only the poor and the underprivileged ever paid the supreme penalty. Both Duffy and Eshelman said this bluntly, repeatedly. At one point Eshelman's exact words were: "I don't know of a single case where a person of wealth or status has been executed. . . . We use Negroes like the Nazis used Jews in this business of execution . . . the only people who ever die in the gas chamber are of minority groups, fixated infants . . . the) are the scapegoats." Yes, that was on the NBC air Tuesday night, 27 November. But then again on Wednesday you could have caught the Beverly Hillbillies, where Louis Nye says to the lass from the backwoods: "Do you like Kipling?" And she replies, "I don't know, I've never kippled." ^ EUREKA! Nearl) 80$ oi the local television dollar in 1 1 1 i — major 3-station market i- invested on KRNT-TV, ,i one-rate sta- tion. FCC figures confirm 1 1 » i — fur over seven years. Drs Moines' largest buyei "I local television time spends more than 90$ of liis advertising budget on KRNT-TV. II. i- for years, loo. Satisfied local sponsors are our best salesmen. The) Bpend the "critical dol- lar" thai must come back man) fold in profit from added sales. Think 'ii- tin- nil thai tells the tale. \\C -ell results. People believe what we say. We'll sell for you. See K.ii/. KRNT-TV Des Moines Television An Operation of Cowles Magazines and Broadcasting, Inc. ONE BUY! FOUR MARKETS! walb-tv • ALBANY • DOTHAN • TALLAHASSEE • PANAMA CITY GRAY TELEVISION . wihg-tv , Raymond E. Carow |CH 7.PANAMA CITY| General Manager ^ pla. 366,000 TV HOMES * ARB, Nov. 61 One buy— one bill— one clearance! Or stations may be bought individually for specific markets! Represented nationally by Venard, Torbet, McConnell, Inc. In the South by James S. Ayers Co. SPONSOR 10 DECEMBER 1962 65 DLLLiln 3 VIEWPOINT By Dan Ingram Air Personality WABC, New York How to choose the right air personality Sitting behind the microphone, I've made a number of obser- vations over the years as to what is and what isn't good selling. Prop- erly used, radio is the most efficient, effective means of advertising. But many advertisers buy it in a per- functory, routine way that cannot possibly produce the best results. llatings. I would buy radio based on two prime considerations. First, ratings. So much has been said against buying by the "numbers" that it's become an advertising sta- tus symbol to say that you don't. It's almost like telling the phone interviewer that you're listening to the classical music station. So let's cut out all this nonsense about ratings. You buy mass media for only one reason — to reach as many people as possible. Personalities. My second prime consideration would be the "per- sonalities" who would sell my prod- uct. "Personality radio," as opposed to strict "formula radio," is the ad- vertiser's most effective tool. In fact, the trend for the last few years has been away from "formula ra- dio" and almost all major outlets today, in varying degrees, utilize the "personality." The good per- sonality has established a rapport with his audience. As an advertiser, I would take maximum advantage of it. Unless there were special copy points which could only be made effectively on an e.t., I feel the live commercial or e.t. with live would serve me best. To get the best radio sales per- sonalities for your message, it is es- sential that you listen. Listening to them on-air is, of course, the best way to judge. But if I couldn't listen to them on-air, I would re- quest demo tapes. The nature of buying in agencies today does not afford time for this. This is a seri- ous error. It would not take that much more time for agency person- nel, between campaigns, to listen to tapes. What makes a good radio sales personality? Since personality, as such, is such an intanglible, intui- tion must play an important part in your selection. But there are some general and even specific guideposts. The good radio sales personality does not sound like a "personality" or celebrity. General- ly, he sounds like the well-spoken, intelligent, nice neighbor down the street. The listener likes him be- cause the "personality" creates an image of the way he sees himself. Above all, the good radio sales per- sonality creates the feeling that he is genuinely concerned about the listener's welfare. The good sales personality has the ability to relate the product to the audience at the moment he is selling. Whenever possible, the ef- fective radio salesman uses imme- diacy to create interest in the com- mercial— whether it be references to the weather outside, or the housewife's lunch preparations. Another thing to look for in the radio personality — his ability to make the commercial fun for the listeners. Humor can improve the memorability of the commercial and make the listener more recep- tive. But a word of warning: if the personality lacks a sense of balance, if he uses the commercial as straight lines for gags, he can hurt its be- lievability. The advantage of the "ad lib" live commercial is that it allows the air salesman to interpret the copy points in terms of his own person- ality and in so doing afford the advertiser a personalized endorse- ment. But many advertisers who would not think of placing a sales- man on the road without complete- ly familiarizing him with the prod- uct and market sends a fact sheet which is poorly prepared. Some- times it's overdone, other times- confusing or does not include vital data. An advertiser should include: 1. A letter clearly defining the product's market and its advertis- ing objectives. 2. A simple, concise fact sheet listing the copypoints. Just the facts, nothing more. 3. Two or three different types of sample commercials. The com- mercials will help him absorb the message and arrange a composite. The fact sheet will give him addi- tional information for ad libbing. 1. The advertiser's do's and don'ts on separate pages. Some- times they are included in the copy points, and confuse the message. 5. A product sample for his per- sonal use whenever possible. ^ 66 SPONSOR/ 10 DECEMBER 1962 'SPOT-SCOPE Significant news, trends, buys in national spot tv and radio Schlitz (Burnett) has had a few spot tv feelers out and may be asking this week for avails. This is usually a hig tv buy, and an important one for Schlitz because it goes into all major markets — or at least into those vital to Schlitz dis- tribution, which is practically everywhere. Last year the buy occurred during the last week of December, for late January starts. At the time, the campaign was hailed as a very savvy move on Schlitz's part because choice avails were plentiful. It looks as if Burnett knows when to repeat a good thing, because the timing will be much the same lor 1963. There will, however, be some changes in individual station emphasis this go-round, clue to the fact Schlitz has revised its marketing structure to conform to tv coverage areas, rather than the previous set up — wholesaler distribution areas (or sales districts) . This modus operandi was conceived several years ago at Anheuser-Busch by a bright young man named Fred Haviland. And where is Haviland now? You guessed it. For the past year and a half at Schlitz, as marketing director. Also active on the midwest spot tv buying scene is another Burnett ac- count— Allstate. Some action is anticipated on the insurance firm lor December. Reps are also waiting on Toni, for which schedules should be forth- coming via its three Chicago agencies — North, Clinton E. Frank and Walsh. For details of other spot action last week see items below. SPOT TV BUYS Bristol-Myers last week began a month-long push lor its children's Buf- ferin. The action involves the top 150 markets. Schedules call for da\ and night I.D.s. Young R: Rubicam is the agency. Buyer: Lorraine Rug- giero. Standard Brands, as reported here last week, is lining up nighttime fringe minutes plus a few prime time 20s for a 1 1-week push for its Blue Bonnet Margarine. Starting date for the action, which will be carried in the top 100 markets, is 14 January, Bill Abranis is doing the buying out of Ted Bates. Jergens Lotion is buying daytime minutes only for a 12-week campaign to start 7 January. Elenore Accles is the buyer out of Cunningham 8c Walsh. Scott Paper is getting ready to break out a campaign for its facial tissues in the Southwest market region. Day and nighttime minutes arc being sought. Starting date for the campaign, slated to run 13 weeks, is 1 Jan- uary. Ted Bates is the agency. Peter Hall, the buyer. Scott is also going alter a female audience in a number of selected midwest markets to push its Scotties beginning 1 January. Schedules call for day and night min- ONE BUY... CITY-GRADE COVERAGE OF TWO MARKETS WALA-TV is the only Mobile sta- tion that also delivers c/ty-grade coverage in Pensacola . . . PLUS coverage of the rich Missis- sippi Gulf Coast; the industries and military installations of West Florida and dozens of inland cities and towns. The WALA-TV Market- Over A MILLION PEOPLE with nearly $2 BILLION to spend! Contact: Select Stations, Inc. or Clarke Brown Co. TALLEST TOWER ON THE GULF COAST MOBILE - PENSACOLA JACKSON, MISSISSIPPI uwican OVER 350,000 TV HOMES OVER 1% BILLION DOLLAR CONSUMER INCOME I161S Ft I JACKSON, MISSISSIPPI SP0NS0R/1O DECEMBER 1962 67 'SPONSOR President and Publisher Norman R. Glenn Executive Vice President Bernard Piatt Secretary- Treasurer Eiair.e (Super Glenn EDITORIAL DEPARTMENT Editor John E. McMilln. News Editor Ben Bodec Managing Editor Mary Lou Ponsell Senior Editor Jo Ranson Chicago Manager Uwen Smart Assistant News Editor Heyward Ehrlich Associate Editors Mrs. Ruth S. FranK Jane Pollak William J. McCuttie Barbara Love Art Editor Maury Kurtz Production Editor Mrs. Lenore Roland Editorial Research Cathy Spencer Special Projects Editor David Wisely ADVERTISING General Sales Manager Willard L. Dougherty Southern Sales Manager Herbert M. Martin, Jr. Western Manager John E. Pearson Northeast Sales Managei Edward J. Connor Production Managei Mrs. Rena Shindelman Sales Service Sccretarv Bette Solomon CIRCULATION Managei Jack Rayman John J. Kelly Mrs. iyui« Martinez Anna Arencibia Mrs. Lillian Berkof ADMINISTRATIVE Business Manager C. H. Barrie Assistant to the Publisher Charles L. Nash Accounting Mrs. Syd Guttman Reader Service Mara Rubulis General Services George Becker Madeline Camarda Michael Crocco Mrs. Rose Alexander Dorothy Van Leuven H Ame Babcock Staff 'SPOT-SCOPE Continued utes plus some 20s. Duration ol the campaign, also out of Bates, is I' weeks. John Catanese is the buyer. Colgate is going back into tv for its second flight beginning 1 January fot! its new room deodorant product, Away. Schedules call for day and nightl fringe minutes and the action will be carried by the same 12 markets inJ vohed in the original buy. Duration of this campaign is slated for 151 weeks. The agency: Street and Finney, New York. Sandy Floyd is th( buyer. Procter &. Gamble launched a campaign last week for its White Cloud. Minutes are running around news shows in selected markets. The buy was out of Dancer-Fitzgerald-Sample and the contact is Terry Costello. Post Cereal has a call out for a campaign on behalf of its Crispy Critters. Schedules being sought are night and day minutes with a kid's audience. Benton & Bowles is the agency, Jerry Walters, the buyer. Lever Brothers launches new schedules on the first of the year for Vim. Night and day minutes to reach a women's audience will run for 52 weeks. The Vim agency is Ogilvy, Benson & Mather. Art Topal is the buyer. Gerber Products will push its baby foods for eight weeks and is looking over avails to reach a women's audience. Schedules would kick off 21 January in several selected markets. Agency is D'Arcy and Bob O'Connell is doing the contact work. R. T. French, in addition to schedules for its potatoes out of K&rE, is lining up minutes and 20s for a long-term campaign for its Copper Kitch- en Sauce. Schedules would run from 1 January through 22 April. Don Miller is the buyer at J. Walter Thompson. Clearasil wants to place some spots in dance or party-time shows to start in mid-January. Agency: Morse International. Buyer: Mary Ellen Clarke. Pharmaco is scouting markets for Sunday morning half-hour tv gospel time shows. The campaign would start the first week in January and run for a full 39 weeks. The agency is N. W. Ayer and Ed Hardison is doing the buying. Whitehall Laboratories division of American Home Products started in several markets with 52-week schedules for Anacin. Nighttime minutes are being used during the week and daytime minutes during the week- end. Agency: Ted Bates. Buyer: Steve Silver. SPOT RADIO BUYS Continental Brands is going into several top markets with a saturation radio campaign on behalf of its new Six Month Brand Clean and Clear Floor Wax. Schedules of 400 minute spots will run throughout the broadcast day in Houston, Dallas, San Antonio, Los Angeles and San Francisco. International Nickel has renewed its radio flights in all 34 markets for the year 1963. Schedules will remain as before: participation in morning newscasts. The agency: McCann-Marschalk. Frank Finn is the buyer. I 68 SPONSOR/10 DECEMBER 1962 If you lived in San Francisco . . . you'd be sold on KRON-TV IMPORTANT ANSWERS t FROM WASHINGTON, D.CJ TRENDEX SURVEY Q. Q. Q- Which station Which station Which station are you comes closest do you listening to/ to playing the FIRST tune have kind of music to for listened to? you like? the news? A. A. A. WWDC...21.4% WWDC...18.4% WWDC . . . 20.7% Station A 17.2% Station F 12.6% Station B 17.7% Station B 16.9% Station C 12.5% Station A 17.4% Station C 16.3% Station D 9.5% Station D 12.2% Station D 14.0% Station B 8.4% Station C 9.3% Station E 9.7% Station A 7.6% Station E 5.0% Based on completed interviews in 2,598 homes, September 9 to 20, 1962. Additional demographic material from this Trendex survey available. Contact WWDC, 1627 K St. N.W., Washington 6, DC. or your John Blair man. WWDC WASHINGTON, D. C. the station that keeps people in mind represents -nally by John Blair & Co. "Sa£S; ^ t-le\ ision, Inc C overaae ! We've moved our antenna sixty feet up to the top of the transmitter on Pinnacle Hill— 505 feet above average terrain! More height means more reach to more viewers in the rich, eleven-county Rochester market! More exposure for your sales message! More value for your advertising dollar! Now more than ever before, we offer you a "ten-strike" on Channel 10! ROCHESTER, N.Y. *FIRST in New York State! *TENTH in the Nation! ""Most Affluent Metropolitan Areas in U.S.A." 1960 U.S. Census Bureau. WHEC-TV CHANNEL 10, ROCHESTER, N.Y. for years to vomv. when theu lull; about nierehandisinu ideas to end them all . theu9ll be talhina about the calendar sweepstakes 100.000 in Prizes 100.000 It's the one and only promotion of its kind -from the station that's re-writing the book on merchandising! Gives our audience over $100,000 in prizes -with winners every day -throughout the year! Over a quarter of a million Greater Philadelphia homes responding to our every word - waiting for their Lucky Calendar number to be called. And that gives your commercial a selling climate that's hot -all year long! in thv Vhiladvlphia Market, thv prize winning station is WPEN SPONSOR 17 DECEMBER 1962 Representated Nationally by AM RADIO SALES 3 'SPONSOR 17 DECEMBER 1962 Vol. 16 No. 51 SPONSOR-WEEK / News P. 11 Top of the News p. 12, 14 / Advertisers p. 64 / Agencies p. 65 / Associations p. 66 / Tv Stations p. 67 / Radio Stations p. 69 / Networks p. 70 / Representatives p. 70 / Film p. 70 / Public Service p. 71 / Station Transactions p. 66 SPONSOR-SCOPE / Behind the nexus P. 19 COMMERCIAL COMMENTARY New career P. 17 KEY STORIES THE 10 BEST AGENCY-NET NEGOTIATORS / Broadcasl executives se- lect "most hep" agency men. Survey reveals that majority of high level agency specialists came from the networks. p p7 TV STIFFENS STARCH COMPETITION / Spray starch field booms with activity and competition. New brands battle for the market with heavy tv advertising. p oq ANA HEARS OF CREATIVE MANAGEMENT / Compton's Shelton, Ann strong's Banzhaf, and Seven-Up's Wells discuss agency and client side ol managing creative efforts and increasing their effectiveness. p# 33 GOODWILL IS THE ONLY SPONSOR HERE / This week a group of broadcast and advertising executives will contribute a sum of money to a non-profit web, the Bedside Network. Here's what it will do. p_ 34 U. S. RADIO/TV OWNERSHIP ESTIMATES / Reprint of the first half of data compiled by A. C. Nielsen Co. on size, location of lr. S. radio/tv audiences by states and counties. p_ 3g SELLING THE UPPER MIDWEST? You can fill in this major market area with a single-station origination of your one tv commercial. KELO-LAND TV— the 33rd CBS-TV affiliate in terms of actual delivered audience* Your one commercial film or live message placed on KELO-tv SIOUX FALLS whips out automatically, simultaneously through KDLO-tv and KPLO-tv (our electronically inter- connected stations I to blanket it all. 276,560 tv homes. 103 counties. More than 1,148,100 men, women and children. They call their heart- land KELO-LAND, be-ause only KELO-LAND TV serves them all. ARB March '62, 6:30 p.m. 10 p.m. Sun. thru Sat. Avr. Quarter-Hour. SPOT SCOPE / Developments in tv/radio spot P. 75 TIMEBUYER'S CORNER / Inside the agencies P. 60 WASHINGTON WEEK / FCC, FTC and Congress P. 55 SPONSOR HEARS / Trade trends and talk P. 56 DEPARTMENTS 555 Fifth p. 6 / 4-Week Calendar p. 6 / Radio/Tv Newsmakers p. 68 Buyer's Viewpoint p. 74 SPONSOR (g> Combined with TV . U.S. Radio ®. U.S.FM ® Executive, Editorial. Circulation. T^ ' * ». Advertising Offices: 555 Fifth Ave.. New York 17, 219 MUrray Hill 7-8080. Midwest Office: 612 N '^SaX- Michigan Ave.. Chicago 11, 312-664 1166. Southern Office: 3617 Eighth Ave. So.. Birmingham 5. HIljX 205-322-6528. Western Office: 601 California Ave., San Francisco 8, 415 TU 1-8813. Lot Angeles '* phone 213-464-8089. Printing Office: 311 Elm Ave., Baltimore 11. Md. Subscriptions: U S. $8 a year. Canada $9 a year. Other countries $11 a year. Single copies 40c. Printed U.S.A. Published weekly. Second class postage paid at Baltimore, Md. 0 19(12 SPONSOR Publications Inc. NO CAMPAIGN IS A NATIONAL CAMPAIGN WITHOUT CBS • ABC kelQland KELO-tv SIOUX FALLS; and interconnected KDLO-tv and KPLO-tv |OE FLOYD. Pros. Evans Nord. Executive Vice Prcs. & Ccn. Mgr. Larry Bcntson, Vice-Pres. Represented by H-R In Minneapolis by Wayne Evans SPONSOR/ 17 DECEMBER 1962 '555/ FIFTH Letters to the Editor WILLIS' SPEECH DEFENDED I was shocked alter reading the editorial covering Paul Willis' speech before the TvB group. I thought he clearly stated the c ase of the food industry's most important contribution to the American economy and the well being of its people. It also seemed to me that what he asked for is no more than thousands of p.r. agen- cies seek every clay for every branch of our national business commu- nity. Maybe I am just dumb and cannot read between the lines. However, I do believe this much: anyone who attacks Paid Willis also attacks the entire food indus- try. And that, in my opinion, is a big bite to chew! I have known him rather well in years past and unless his stature and prestige in the industry have dropped, you may discover that to be quite true. I doubt, in fact, that Mortimer, Morgens or Bell would comment on this editorial without first con- sulting with him, and why not — they probably respect him far more for his intimate . knowledge of their industry's problems than they do any editors. After all, they do pay a handsome price every year for their valuable mem- berships. If the American people do spend 20' of their incomes for food, who can say that those same peo- ple might not enjoy more infor- mation and education on how it all comes about? Willis certainly did not indicate that food manu- facturers were about to discon- tinue or even reduce their invest- ments for brand name cultivation. Our food manufacturers, and above all Paid Willis, are true- blue Americans who probably would be first to fight against any further abridgement of free ex- pression by broadcasters and the press. The unions already have imposed enough such restrictions against them and their operations. They quite likely appreciate what this means much more than we do. As a small, insignificant individ- ual, I honestly believe that only an editor could have interpreted this speech as it was, and this is no reflection against the person who gave the editorial its master- ful expression. In my book, Paul Willis did not deserve it. Fortunately, he is mag- nanimous and tolerant. PAUL BLAIR, Chicago. AM RADIO EXPEDITER I appreciated the article "Buyers Extol Spot Radio Timesaver" (3 December) which described the AM Radio Expediter. Not only are we particularly proud of having developed this marketing tool, but we appreciate lilllllllllllllllllllllllllllll ., .. |||||||||!l||||||!||||||||||||||l!!lllfg "4-WEEK CALENDAR DECEMBER International Radio and Television Society Christmas party luncheon: Roosevelt Hotel, New York, 18. Academy of Television Arts & Sciences panel discussion: Hollywood Palla- dium, 19. FCC Chairman New ion N. Minow will participate with other industry leaders in discussion of "What Is Right and What Is Wrong with Television." National Assn. for Better Radio & Tele- vision luncheon honoring ICC chair- man Newton N. Minow: Wilshire Country Club, Los Angeles, 19. American Marketing Assn. annual win- ter conference: Hilton Hotel, Pitts- burgh, 27-29. Theme of the confer- ence is "Marketing in Transition." Information and registration mate- rials may be obtained from the American Marketing Assn., 27 East Monroe St., Chicago 3, 111. JANUARY NAB-FCC joint conference on am growth problems, 7-8. Florida Assn. of Broadcasters board of directors meeting: Cherry-Plaza, Or- lando, Fla., 12. 'illlllllllllllllllllllllflllllli your telling our industry about it lor it was developed to condense and simplify the myriad of facts necessary in developing a spot ra- dio campaign, which is of course our business. We feel your writer's perception and clarity of reporting the story was excellent. WILMOT H. LOSEE, president, AM Radio Sales, New York. SPANISH LANGUAGE MARKETING We would appreciate your taking note that KXEX, Fresno, Calif., which broadcasts in 100% Spanish language (to 27% of the Fresno metro population) , was not listed in your special report on Spanish language broadcasting (5 Novem- ber). KXEX is owned and operated by |ohn W. Sonder. The station went on the air 20 September 1962 and is repped nationally by Tele-Radio R; Tv Sales, and affiliated with the Spanish Key Market Group. I must add that TrTv would like to congratulate sponsor for creat- ing the most comprehensive and informative feature story ever done lo date on this growing Spanish community in the U. S. Please send us an initial order of 800 reprints. WARREN SHUMAN, general manager, Tele-Radio & Tv Sales, New York. SMITH-HISS CASE All free and proud broadcasters are in the debt of the man who turned out the 3 December Com- mercial Commentary on the Smith- Hiss case. I'm afraid that the American businessman who craves a "kept- woman" relationship with the com- munications media hasn't travelled in enough non-private enterprise countries to realize the absolute lunacy of his "spank 'em and shape 'em up" stand: it will, more than any other single thing, destroy the traditions of our national life. ALAN J. BELL, director of promotion & re- search, Advertising Time Sales, New York. CORRECTION The four-page WIP insert, which appeared in the issue of 3 Decem- ber, should have been labeled "ad- vertisement." sponsor regrets the inadvertent omission of this label. SPONSOR/ 17 DECEMBER 1962 TV Camera of the Sixties! I ■ » ^ tinctive silhouette of "TK-60", (vision studio camera that's irs ahead in performance. After five years of intensive development and two years of field testing, the TK-60 advanced studio TV camera is here! Big picture 4V£" image orthicon pickup tube combines with stabilized circuits, ease of camera set-up. and simplicity of operation to make it every inch the TV Camera for the "sixties". Here's a great new monochrome camera that's sure to be a success with producers and station-men alike! The TK-60 produces pictures of sensationally new quality... over extended periods, without alignment delays. You can control contrast and mood as never before. You can produce tapes and live commercials that show the client's product in sparkling, life-like detail, with effects not possible on any other camera. Where striking picture quality can mean stepped-up product sales, this is the camera that "says it" and "sells it" best! See the RCA Broadcast Representative for the complete story Or write RCA Broadcast and Television Equipment, Building 15-5, Camden, N. J. THE MOST TRUSTED NAME IN TELEVISION The Facts Behind "Daytimi And introducing NBC's Vastly Simplified New Daytime Rate Structure (A Boc Daytime television is a world men rarely see. But women do— 36 mil- lion of them every week. To reach these women, advertisers are investing $220 million dollars on the daytime schedules of the three networks this year — more than double what they spend on the five leading women's maga- zines combined. As a measure of daytime television's dramatic growth, this is 28 % more than they spent on daytime television last year (Chart 1). 1 Yearly Gross Xetu ork Daytime Billings {in millions) 196; 1962 ( + 28%) $220.00- $17200 S illinium mill thiii ■U 1 1 II MINI mn iiin mn r~" ti inn i n him ii mill nrnn nnn innriiTmi miii i ii in tttT^ nil ■ ■ Sour ■e: LSA-BAR. 19CI •) rejection far WG2 based upon first ime months And the number of advertisers has jumped 60% — to 150 in 1962, com- pared with 90 three years ago. Variety recently headlined this upsurge, "Daytime TV's Big Biz 2 Homes Using Daytime TV per Ave •age Minute (in millions) 1959 I960 1961 11 89 1962(+22%) 12.25 1067 ?T*Tt" Jj^ j;^ 10.00 ■5a "" &£, ■=■■=> OL3 ■=■■=■ aa ■=■■=■ imn-i 25 S3 □ a £i£i Sa sa h^. i^h. an 500 ■-■*-■ H!i a a aa Source NTI, la <"' AMS 00 PU, Ja„.-F, h. ,a "h year Boom," and labels it "the vogue medium"— so much of a vogue in fact that "the pre-dark hours have burst through with near SRO." Translated, it reads the three net- works are more than 90 % sold out in the daytime. What's behind this trend? Two facts. 1. GROWING AUDIENCES OF WOMEN During one week, daytime televi- sion reaches 79% of all U.S. tele- vision homes (Nielsen). And the viewing trend is up. Homes using daytime television per average minute rose 22 % over the past three years (Chart 2). The average woman viewer, according to ARB, is now spending two hours a day with her favorite programs. Daytime viewing is up because the nation's housewives respond to the fact that daytime television is designed primarily to interest, entertain and inform them. It is their medium. 2. SALES IMPACT No one disputes the fact that women make most of the decisions in day-to-day family buying (except perhaps for newly-wed husbands, but they learn fast). 3 Woman's Influence on Brand Choice DRUGS AND T WHO DETERMINED BRAND JILETRIES WHO BOUGHT BRAND FOOD AND G WHO DETERMINED BRAND IOCERIES WHO BOUGHT BRAND WIFE 59% 66% 78% 79% HUSBAND 17 20 13 15 CHILD 5 5 3 3 OTHERS 18 9 6 5 Source: McCaIVs Drugs £ ToiMri Products Purchase Diary Study. 19 's and Foad < 56 i Grace, ,j Studies of the drug and toiletry business show that the wife does the actual buying 66% of the time. In food and groceries the proportion is even higher — 79% of the time (Chart 3). The ques- tion is, does daytime television really influence buying decisions? A 1960 study by Nowland & Company reported that daytime viewers "are more receptive to advertising and more interested in convenience products than non- viewers." A Marketing Impact Research study the same year measured the actual effect of an appliance com pany's advertising campaign. I showed : ...Dramatic increases in Brand) Awareness for the product:1, 72% among frequent viewers, 63% among occasional viewers; (Chart 4). Daytime TV's Influence on Brand Awareness ('< Mentioning Appliance under Study) + 63% ™ BEFORE AFTER 17.8% 18.5% NON- VIEWERS BEFORE AFTER 15.8% 25.8% OCCASIONAL VIEWERS BEFORE AFTER 17.0% 29.2% FREQUENT VIEWERS Sour, Marketing Impact Research, I960 ...Even bigger increases in Will- ingness To Buy: 141% among frequent viewers, 78% among occasional viewers (Chart 5). In a statement to stockholders, the company's president attributed a 21% sales jump in one year to a million dollar increase in the ad- vertising budget (the bulk of which went into NBC Television daytime). Daytime TV's Influence on Willingness to Buy (% Mentioning Appliance under Study) + 141% miai™ BEFORE AFTER 15.1% 16.2% NON- VIEWERS BEFORE AFTER 14.8% 264% OCCASIONAL VIEWERS BEFORE AFTER 138% 33.2% FREQUENT VIEWERS Soar, Marketing Impact Re, Finally, if you're in the business of making women beautiful, see this example of the power of day- time network television — a case history reported by a cosmetic advertiser (Chart 6). Isolated Cases? Not according to the giant food and drug advertisers, which each NBC TELEVISION DAYTIME SCHEDULE: SAY WHEN, PLAY YOUR HUNCH, PRICE IS RIGHT, CONCENTRATION, YOUR FIRST IMPRESSION, TRUTH rvs Big Biz Boom" 'o Advertisers Who Are Not Advanced Mathematicians) year continue to invest heavily in daytime television. Not according to the experience of a leading toiletries manufac- turer, which increased its invest- ment in network daytime tele- vision from $126,000 in 1956 to $5,440,000 in 1962-and has had the sales success to justify it. Not according to the nation's su- permarket managers. They voted daytime television the single most effective medium in pre-selling goods to their women customers- better than women's magazines, newspapers, billboards and radio. Actual Purchases [ ' - Having Cosmetic in the Home) COLD CREAM DRY SKIN CREAM +41% iilfflffli 22% 26% 31% N0N OCCASIONAL FREQUENT VIEWERS VIEWERS VIEWERS 11% R. H- Bruakin Associates, 1959 NBC's SPECIAL DAYTIME VALUES Above and beyond the eye-open- ing success of daytime television in general is the story of NBC daytime in particular. NBC's daytime billings alone are larger than the billings of the two leading women's magazines com- bined : McCaU's and Ladies' Home Journal (Chart 7). One reason advertisers are so par- tial to our schedule : the personal salesmanship of NBC daytime stars Merv Griffin, Bill Cullen, Hugh Downs, Bill Leyden, Bob Barker, Art James, Robert Q. Lewis. Does personal salesmanship by a star make a difference? It makes a 21 % difference in the number of housewives influenced to try a product, according to a study con- ducted in 1960 by O'Brien-Sher- wood Associates (Chart 8). It makes a 32 % difference in im- pact, according to a study of more than 8,500 commercials over a nine-year span, conducted by Gallup-Robinson. Billings NBC Daytime vs. Leading Women's Magazine (in millions) ■[Mil 1 ■III. II 1 ' 1 1 II III II I Ml urn i inn inn !i nun ■mm ii urn mill i inn mini iiiiii iniiiiiiiiiii McCALL'S &LHJ ./•—•-•* $42,456 fCMj mini in ■mill 11(71 iiiiii inn iiiii i nm him .'iiTH lll'ill II ITU iiiiii i in Source.- LSA-BAR, PIB. First 9 i This is the bonus from the per- sonal touch of a Cullen, a Downs, a Leyden. NBC Daytime provides another bonus, too: our advertis- ers sell in a climate of excitement and program excellence. Most of NBC's daytime programs have also made their mark as prime Q Attitude Towards Commercial I have they have told me about on this show W\ % +21% 8 NON PERSONALITY 7 NBC DAYTIME DAYTIME COMPETITORS 48% PERSONALITY SHOWS 58% vood Associates, 1960 nighttime entries. Even those that haven't are pampered with nighttime production care. (Ask your wife about the big, new Merv Griffin hour .. .praised by The New York Times for its "sub- stance, glamour and fun"). Still another value: four of NBC's daytime series are broadcast in color. These are some of the reasons why NBC daytime has been virtually sold out this Fall. But it hasn't been all champagne and bravos. The rush of advertisers — particu- larly those new to television and others with special needs— has put a strain on the complex old rate structure, serviceable as it was in the past. NBC'S SIMPLIFIED NEW RATE STRUCTURE On January 2, 1963, NBC will in- augurate a simplified rate structure to serve the growing number of ad- vertisers in its daytime schedule. Here is how it will work. Each day- time quarter-hour will be sold at a flat package price that includes time, talent and production costs. Period. Bonus rates? Station charges? Con- tinuity discounts? Class C? Class D? Obsolete— all of them. (No longer will it take a knowledge of ad- vanced mathematics to buy daytime television.) Starting in January on NBC day- time, each advertiser will buy pre- cisely what he wants at a flat rate. It couldn't be simpler. It couldn't be better for the advertiser who wants to tie in daytime television with his marketing plans and cycles. It couldn't be better for the adver- tiser—big or small— who wants to buy performance, quarter-hour by quarter-hour. The point is clear. Daytime tele- vision, with its vast and growing housewife audience and proven in- fluence on purchases, is the most po- tent way to sell to women. Some 150 advertisers who will invest $220,000,000 this year on daytime television know it. Starting on January 2, they (and you, if you are not already among them) can reach the nation's best women customers by means of the simplest, most rational rate struc- ture yet devised for network day- time television. CONSEQUENCES, MERV GRIFFIN SHOW, L0RETTA YOUNG, YOUNG OR. M ALONE, MATCH GAME (DEBUT DEC. 31), MAKE ROOM FOR DADDY 'SPONSOR-WEEK Top of the news in tv/radio advertising 17 December 1962 TV CODE BOARD WEIGHS COLLINS TOBACCO PROPOSAL Dwarfing the rest of the issues which the NAB Tv Code Review Board will think over hetween now and its Hi January report to be made in Phoenix to the Television Board oi Directors is the issue raised by NAB president LeRoy Collins: advertising directed at teen-age smokers. Collins is reported to have sidestepped the quicksand of specific regulation and asked instead for a simple general agreement of principle which would lead to a general amend- ment of the NAB Tv Code and then to specific guidelines worked out with the tobacco industry. Also under study are the inclusion of an editorializing clause in the tv code (radio also has one) , a crack-down on doctors and the like in drug ads, and a uniform time code. WHAT'S PROBABLY PROMPTING COLLINS Trade observers see in Collins' proposal to the NAB Code Review Board a way for broadcasters to avoid the possible onus of guilt in the forthcoming Surgeon-General's report on smoking. According to reports, Collins is em- phatically not asking broadcasters to forfeit any tobacco revenue, nor is he interested in specific prohibitions on how and when tobacco may be adver- tised on tv. What he is asking, however, is that tobacco advertising undergo modifications so that teen-agers are no longer a prime target. Analysts of the situation describe the Collins proposal as a form of broadcasting self-regula- tion to forestall government regulation. Also Collins may know more that's in the ofling than he's telling. CBS TV WANTS HALF HOUR FOR EVENING NEWS STRIP CBS TV last week created an uproar of dismay among affiliates by asking them, effective September, to clear a half hour for the Walter Cronkite early evening news strip. The expansion from the present 15 minutes would re- quire affiliates — and this is the core of the uproar — to reschedule their spon- sored local news period. As a swap the network woidd turn back the after- noon half hour now occupied by Edge of Night. AIR NEWS STEPS INTO NEW YORK CITY DAILIES9 STRIKE New York radio and tv stations jumped into the vacuum created last week in the city-wide newspaper strike by vastly extending their news operations. WABC-FM, for one, converted on Friday to straight news with a 15 minute cycle. The production costs probably won't be recovered by the tv stations. but agencies were doing heavy radio buying for department stores, theatres and gift products. WNEW reported a $25,000 weekly jump in income. (For more, see p. 64.) UHF STATIONS FORM ASSOCIATION HEADED BY BROWN Operators of uhf television stations have formed the Association lor Competi- tive Television, and have elected ex-NAB v.p. Thaddeus Harold Brown. Jr.. as v.p. and executive director. It's possible vhf drop-ins might become an ACT interest, but right now it's the Inst uhf trade association with a regular oflice. SPONSOR 17 DECEMBER 1962 I I 'SPONSOR-WEEK Top of the news in tv/radio advertising (continued) FCC'S BARTLEY DISSECTS NETWORK TV ECONOMICS The development of network tv renders "impractical" Congress' original no- tion of local station autonomy, reported Robert T. Bartley of the FCC, speak- ing last week before the Southern California Broadcasters Association in Los Angeles. Quoting from the Oifice of Network Study report, "Television Net- work Program Procurement," Bartley stated: "Licensee-affiliates have, as a practical matter, delegated responsibility for program creation, production, and selection to the networks." Hence Congress' idea of tv as a grass-roots medium is largely obsolete. The FCC staff report, stated Bartley, recommends legislation for an all-license national code authority and a provision to restore competition by limiting network station time and also banning the networks from syndication operations. MGM-TV TO LIST INDIVIDUAL PRICES ON FEATURES Last week MGM-TV announced that it had instituted a new policy of sub- mitting individual prices on feature films. If stations show interest in an MGM-TV title list, they will receive a price list. No discount scheme is fore- seen for quantity buys, but once MGM and a station enter a bona fide nego- tiation on a package, the station is exempted, under the recent Supreme Court ruling, from selling individual pictures to a competitor, if the package deal can be closed expeditiously. The final price reached through negotia- tion may be less than the asking price, but this is not a discount. MGM will not charge less for packages than the total of individual pictures, which it could do on the grounds of saved administrative and sales expense, because it wishes to avoid the burden of proof of such costs. It is expected that othei feature film producers will adopt similar or related policies to meet the re- cent court ruling. The new MGM procedure differs from one MCA insti- tuted some time ago of entering simultaneous negotiation with stations. AETNA, PENNZOIL BACK HUNTLEY ON DAILY NBC RADIO Chet Huntley will have a daily five-minute radio commentary show on NBC Radio starting 31 December. The show, to be cleared by stations between 5 and 7 p.m. local time, will be fully sponsored for 52 weeks by Aetna Casualty (Remington) and The Pennzoil Co. (FSR, New York, and Eisaman, Jones 8c Law, Los Angeles) . SPONSOR BEGINS 2-PART NIELSEN HOMES EXTRACT The practical estimates of U. S. tv and radio homes, by states and counties, cor. piled by A. C. Nielsen, will be reprinted in two parts in sponsor, begin- ning this week on p. 36. The data includes total homes, tv ownership per- centages, radio ownership percentages, and tv and radio homes. CBS TV AFFILIATES ELECT OFFICIALS T. B. Baker of WLAC-TV, Nashville, was elected chairman, and Thomas S. Murphy of Capital Cities Broadcasting was elected secretary of the CBS TV Network Affiliates Board, at elections held during the annual meeting this month in Palm Springs, California. SPONSOR-WEEK continues on page 14 1^ SPONSOR/ 17 DECEMBER 1962 i a statement of WWLP & WRLP SPRINGFIELD — MASS. — GREENFIELD (Television in Western New England) by William L. Putnam The Committee for Competitive Television which has been composed largely of a hard- core of courageous broadcasters fighting against overwhelming odds for a truly national competitive TV service, is no more. In the place of the CCT however is a new. vigorous, progressive-minded organization, the Association for Competitive Television which will carry on the principles for a national competitive TV service and will use the initials of its incorporated new enterprise (ACT) as the guiding force of its operation. The implementation by the FCC of the all- channel TV set law passed last spring was the seed which the ACT feels will blossom to full flower as more and more TV stations go into operation throughout the country, bringing greater TV service to the public. The Officers of the new organization envision a rapidly expanding membership as more and more stations become part of TV's national service. To these stations the new ACT will offer an organization specifically designed and operated for their specific problems. To guide the policies and future programs of the ACT, the Board of Directors has ap- pointed Thaddeus Harold Brown as its Vice President and Executive Director. Mr. Brown's qualifications and experience in broadcast and trade association work is national in scope. Served for several years as the vice president for Television for the NAB. He will operate a full time, fully staffed permanent headquarters in Washington. D. C. and will initiate and conduct programs bene- ficial to the membership of the ACT. For the first time, member stations will have a knowledgeable, experienced and respected representative vigorously participating in in- dustry discussions for their counsel and benefit. We feel that through his office Mr. Brown will be able to seek broader industry support for ACT activities; will be able to institute educational programs designed to emphasize the many untold and unsold qualities of the Ultra High Frequency spectrum and carry out the Association's plans to strengthen the all- channel set regulations announced by the FCC and assist in developing the usage of the ultra high frequencies to its fullest potential. The future of the television industry lies in a greatly expanded public service and we in the ACT are proud to be a part of bringing such additional service to the American people whose daily civic and community activities arc so deserving of attention by mean- of the tel evision me diu in. Represented nationally by HOLLINGBERY SPONSOR/ 17 DECEMBER 1962 l.S IS w^r%s*&i**s%r% iAfffarBi#i Top of the news SPONSOR-WEEK '» tv/radi° advertising (continued) FCC: ABC'S NIXON SHOW WAS WITHIN ITS DISCRETION The FCC en banc acted last week to rule the ABC TV Howard K. Smith show on Nixon to be within the editorializing discretion of the network and stations. The Commission announced it will explain its ruling to the 2,000 complainants against the shoAV. The FCC quoted ABC's explanation that it made no attempt to glorify Hiss and commented that it regarded the net- work's presentation of a spectrum of views on Nixon as controversial but fair. ANA WORKSHOP HEARS TALKS ON CREATIVE MANAGEMENT Discussing client and agency problems in creative management, and ways to increase creative effectivenes, Wilson A. Shelton, Compton executive v. p., Max Banzhaf, Armstrong Cork v. p., and Benn Wells, Seven-Up v. p. addressed the ANA workshop in New York City last week. (For story, see p. 33.) PETRY TV REPLIES TO LIFE'S REGIONAL PLAN In response to a recent Life Magazine promotion of its regional plan, Petry Tv recently reported that spot tv delivers 69% more unduplicated homes in one area and 92% more in another than what the newsweekly blueprinted. Stated Martin L. Nierman, Petry Tv executive v. p.: "National publications cannot become adequate local and regional sales tools merely by subdividing their circulation." NBC INTERNATIONAL PART OF BIGGEST LATIN TV WEB What will be the largest nation-wide tv network in Latin America, Radio Caracas Tv, will be completed in 18 months to reach 97% of Venezuela. NBC International, which owns 20% of the web, will play an active part in the ex- pansion, NBC International board chairman George A. Graham, Jr., reported last week. KLEMM ADDRESSES MISSOURI GROUP Community-oriented radio stations better express the new spirit of the nation than any other medium, stated David R. Klemm, speaking last week before the Chamber of Commerce of Doniphan, Missouri. He's director of promotion for the Balaban Stations. HOW TO DRIVE MARKETS UP THROUGH PROPER PRICING' Leonard H. Lavin, president of Alberto-Culver, explained his company's four- point philosophy lats week before the Association for Corporate Growth in New York City. The points: 1) marketing only quality products, 2) pricing at mass premium prices )3, putting a maximum expenditure into tv, including daytime and nighttime network and spot, and 4) pre-testing of commercials. Lavin stated that proper pricing, leaving a margin for advertising, was the most important factor in growth. He said: "Our experience has shown that time after time immediate sales reaction results from extra dollars spent on television." SPONSOR-WEEK continues on page 64 14 SPONSOR/ 17 December 1962 ^~x h &z ov\ SPONSOR 1/ DECEMBER 1962 15 WE'VE GOT AWAY WITH WOMEi The hands that hold the p stringscling lovingly to Channi Cash in on this Detroit romar A call to STS for avails WJBK-TV can put you in to with the buyingest bunch viewers in Southeastern Michig Here's the Latest Proo Ratings* WJBK-TV STATION "B" STATION "C" STATION "D" Homes* WJBK-TV STATION "B" STATION "C" STATION "D" 8.8 4.9 2.4 3.3 113,400 71,400 33,900 37,800 •9 AM-5 PM. MF. NSI, Oct. 21. 1962 (Average) WJBK-TV CBS IN DETROIT IMPORTANT STATIONS IN IMPORTANT MARKETS MIAMI WGBS STORER BROADCASTING COMPANY STORER TELEVISION SALES, INC. Representatives for all Storer television stations. "COMMERCIAL COMMENTARY by John E. McMillin A new year and new career The news that I was resigning as Editor of sponsor come 31 December was supposed to have been kept very hush-hush until a nice, stuffy, formal announcement could be drawn up. But like all pathetic little secrets in this super- gossipy business it dribbled remorselessly out and Ad Age even carried the announcement that Bob Grebe was coming over from TvB to succeed me before sponsor got around to publishing the item. All of which illustrates, I suppose, the hazards of journalism along hazardous Mad. Ave. But the incident apparently has left a lot of people with a lot of questions (What happened? What's it all about?) and with only approximately one tenth of the full story. For that reason I want to make this column a kind of Christmas letter to dozens of good friends, and to give them, along with warm seasons greetings, a full explanation of what I am up to and why. First of all, about my relations with sponsor. In the nearly five years I've been working with Norm Glenn, I've developed an enor- mous respect for his abilities, his courage, and for the unique place he has built for this magazine in the world of tv/radio advertising. I'm very proud that Norm and I see eye-to-eye on the changes I shall be making on 1 January, that we've had no quarrels, no bitterness, no blowups, that we're good friends today and will continue to be. I'm also happy about Bob Grebe's appointment. I've worked closely with Bob on many projects. He has a solid knowledge of the business and the kind of executive ability which a hard-pressed editor of a weekly publication must have. (Bob, along with his other duties, has been responsible for running those impressive TvB meetings.) Finally, I shall be continuing this column of Coinmercial Comen- tary in sponsor in 1963 and am delighted to be doing so. So much for the situation here at 555 5th Avenue. An exciting intellectual challenge My decision to shed my editorial responsibilities was prompted solely by my desire to go into business for myself, and to concentrate on what has become, for me at any rate, the most exciting, significant and intellectually challenging development in our entire business — the burgeoning field of broadcast editorializing. Let's see if I can explain (and maybe communicate) my enthusi- asm about this not-too-well-known subject. In the past few years, acting under powerful encouragement and pressure from the FCC, an increasing number of tv and radio stations have begun to take strong editorial stands on controversial issues. My work here at sponsor has given me a unique opportunity to watch, study and appraise this movement. Hundreds of station editorials have come across my desk. In plan- ning articles, stories and columns on the subject, we've dug up all kinds of facts and background on editorializing practices and resvdts. I've been to dozens of meetings — NAB national and regional, the Editorializing Conference in Washington last winter, state broad- caster gatherings in such pleasant spots as Southern Pines, Hidden Valley, and Jefferson City, where editorializing was discussed. Most important of all, I've had a chance to talk at length with (Please turn to page 58) Bob Vaughn Bob is another reason why . . . more advertisers are investing more dollars on WSUN radio than at any time in our 35-year history! His voice keeps Tampa Bay area traffic moving smoothly on our Home and Highway Show each weekday after- noon. Put this authoritative voice to work selling your product in the Tampa Bay Market. One of the Nation's Great Stations 5 KW 620 KC TAMPA-ST. PETERSBURG Broadcasting 24 hours daily! Get all the facts from Natl. Rep: VENARD, TORBET & McCONNEU S. E. Rep: JAMES S. AYERS SPONSOR/ 17 DECEMBER 1962 17 look South . . . and you'll see 7vQ * Dick McMichael George Gingell Jack Gibney Walter Graham Doug Wallace Walter Cronkite WRBL evision Columbus, Georgia TELECASTING FROM THE WORLD'S TALLEST TOWER "1749 feet above ground" J. W. Woodruff, Jr., Pres. and Gen. Manager Ridley Bell, Station Manager George (Red) Jenkins, Dir. National Sales 18 IOthYearat7RM It was in December, 1953. "Evening Edition" made its debut. It's been there ever since. Against all kinds of competition, the popularity of "Evening Edition" has grown. News continues at 7:00 P.M., now the "core" of an expanded "Evening Edition" starting at 6 :30 P.M. with a 6-man* team. A Pulsebeat of the area, sports, a thought pro- voking editorial, news, and weather. This is today's "Evening Edition." With such programming in depth to meet the demands of our times, TV-3 has built a "fabulous following" in its coverage area of Georgia and Alabama. It's been a team job all along the line. Our reporter on the beat, operations, our salesmen on the street and our people on the air . . . they make TV-3. They have built our prized "image." What does this mean to you? Simply this. You can buy TV-3 with full confidence . . . with the assurance that your schedule will receive the most careful attention in every detail. REPRESENTED BY GEORGE P. HOLLINGBERY COMPANY SPONSOR/ 17 DECEMBER 1962 'SPONSOR-SCOPE 17 DECEMBER 1962 / C«gyrlght 1982 Interpretation and commentary on most significant tv/ radio and marketing news of the week There's trouble brewing for the first time in Esso's tv domain. If there's a breach in the uncommonly amicable relations that have existed between the account and local broadcasters for 30 years, it'll be due to a set of conditions that Esso, acting through McCann-Erickson, has appended to contract renewals for 1963. The conditions that have miffed stations, particularly in the larger markets: 1. Renewals are for six months, instead of a year, something that had become al- most traditional with Esso. 2. Through July, August and September Esso Reporter periods are to be cut back from five to three a week. 3. Stations accepting the six-months renewal must guarantee that the other two spots will be restored to Esso come October. 4. Despite the cutback Esso will be entitled to each station's maximum discount; in other words, if the maximum discount covers 260 broadcasts that privilege is Esso's. Among major station reactions, as voiced by reps: Esso may not be aware of the fact that though participation rates have been steadily going up through the years the rate on programs has remained fairly static; hence the company is not in too strong a bargaining position, even though its 52-week status is quite desirable. Esso's story is that the summer cutback relates strictly to efficiency as compared to the rest of the year. Inferred is this: it would be expedient for the stations in the 86 Esso or Enco, Reporter markets to tailor the summer rates to the lowered efficiency. For McCann-Erickson it's a pretty tight squeeze. Time is of essence. It's got less than two weeks, taking in account the holiday ferment and vacation, to rake the renewals in these 86 markets. The budget for the Reporter runs somewhat over $3 million. What may rate as a record number of home impressions for any one market within a three- week period is the blitz that Norelco (LaRoche) has mounted for New York this month. The buy: several hundred ROS spots on the tv networks' three New York flag- ships over three weeks; 140 spots a week for two weeks among six New York radio stations. Estimated home impressions for the commercials: 70 million. A topic of bemusement among Madison Avenue's tv fraternity the past week: the marked differences between the ARB and Nielsen national ratings for October. The disparity in quite a number of shows runs to 20-25% — a rather unusual spectacle. As things stood when this issue went to press J. Walter Thompson had enough on the credit side to make it the No. 1 agency for 1962 in gained billings. Here's how the migrating of accounts with air media stakes balanced out on the year for several agencies, as calculated by SPONSOR-SCOPE: AGENCY TOTAL ACCOUNT GAINS TOTAL ACCOUNT LOSSES BALANCE J. W. Thompson $18,000,000 $ 2,500,000 +$15,500,000 Grey 14,000,000 1,500,000 + 12,500,000 Needham, L. & B. 11,000,000 2,000,000 + 9,000,000 William Esty 9,000,000 5,000,000 + 4,000,000 Kenyon & Eckhardt 4,000,000 0 -f 4,000,000 McCann-Erickson 6,000,000 3,500,000 + 2,500,000 BBDO 2,000,000 29,000,000 — 27,000,000 Ted Bates 7,000,000 11,000,000 — 4,000,000 SPONSOR/ 17 DECEMBER 1962 19 "SPONSOR-SCOPE Continued Salada Tea is returning to spot radio this January via the Hoag & Provandie agency of Boston, with a six-week schedule that will run to about 20 spots a week. The last time that Salada was in the medium it was involved in a Stan Freberg jingle and emerging from that campaign were differences between Freberg and C&W and a change of agency. General Mill's pet food division has appended a whimsical name to its latest dog item, namely Speak, which is being tested via Tatham-Laird in Michigan. The same agency handles the other General Mills quadruped victuals, like Spratt's Pet Food, Surechamp dog food and Three Little Kittens cat food. A report circulating in the dry cereal field is that Kellogg is about to adopt a couple of its air personalities as names for new cereals. One is Jethro, who's both half of the fictional team of Homer and Jethro in the corn- flakes cereal jingle and the juvenile in Beverly Hillbillies, and the other brand name would be Yogi, of Yogi Bear fame. Key reps are having second thoughts about the billings prospects of the cur- rent month of December. The impression gathered last week by SPONSOR-SCOPE is that, even though this is a booming quarter, December business may run about 5% behind the 1961 level. A tipoff : more accounts are asking for hiatuses or relief than did last year. SPONSOR'S year-end report (24 December) will credit the top 50 agencies in air media with collective tv-radio billings for 1962 of $1,795,800,000, which is 8.7% better than the tally attributed to them for 1961. In the tv area, the 1962 figure breaks down as $1,019,300,000 going for network time and talent (7.9% above 1961) and $553,500,000 for national spot (an increase of 10.6%). The report will also disclose these as the top 10 air agencies. AGENCY AIR BILLINGS TOTAL BILLINGS 1. J. Walter Thompson $155 million $295 million (domestic) 2. Ted Bates 116 million 140 million 3. Young & Rubicam 105 million 223.4 million 4. BBDO 100 million 250 million 5. Leo Burnett 98.5 million 144.4 million 6. Benton & Bowles 83 million 111 million 7. William Esty 76 million 95 million 8. Dancer-Fitzgerald-Sample 75 million 107 million 9. Compton 72 million 102 million .0. McCann-Erickson 67 million 166 million (domestic) 20 For a constantly used household product P&G's Mr. Clean has reached the ultimate in media exposure. The brand is virtually out of all spot tv markets. In other words, the detergent is throwing its lot exclusively with the networks. One of Chicago's spot tv bulwarks, Wrigley gum (Meyerhoff), is doing a re- evaluation of its markets as a preliminary to issuing renewals in the spring. How extensively this will effect the lesser markets is problematical. The shuffle may even come after the advertiser's Christmas hiatus, which this time has been limited to two weeks, in contrast to the four weeks it took last year. (For more developments in the spot area see SPOT-SCOPE, page 75.) SPONSOR/17 DECEMBER 1962 'SPONSOR-SCOPE Continued NBC TV sales planning sees a silver lining for its own pursuit in the various nighttime schedule changes that CBS TV is about to put into effect. These extracted bits of comforts. The Nurses : If this series failed to make it with Perry Mason as the lead-in, how can it expect to cut up the rating patches with Twilight Zone as the preceeding event and with the Andy Williams Show, which is slowly improving its oudook, as opposition? Twilight Zone: It's got the twin disadvantages of opposition from such leaders as Dr. Kildare and Hazel, and "lack of inherent audience strength." (TvQ is cited on the latter.) Alfred Hitchcock: The replacement is inheriting Fair Exchange's limited clearance of 128 stations; didn't do well in old spot (Thursday 10-11) ; the combination of Price is Right and Jack Paar makes good counter programing to challenge the time's lead- ership. The tv networks may be interested to know that some of the important tv agencies are beginning to look askance at the relatively smaller audiences being de- livered by the Friday night schedules. They think there's a trend here that calls for special analysis, particularly in light of the program switching being done by two of the networks. CBS TV continues to tinker with its daytime schedule: the latest change, tak- ing effect 31 December, is the exchange periods between To Tell the Truth and The Millionaire. The network's explanation for the flip: Millionaire will be closer to the soaps and Truth will be more neighborly to the game shows. In other words, it's good old-fash- ioned book programing. Side effect: the afternoon news strip moves from 3:55 to 3:25. You could deduce from the way CBS TV is offering to sell its daytime news strips that there's a scarcity of advertisers with a yen for a news franchise. The network last week advised agencies that clients may now buy the Harry Reas- oner and Doug Edwards newscasts in any amount of units they elect, with no min- imums like 13 or 26 weeks. The price per unit, time and talent: Reasoner, $7,270 and Edwards, $8,000. How- ever, CBS TV, hopeful a franchise buyer may still be attracted, has posted this 260-time price: Reasoner, $4,945; Edwards, $5,040. Goodyear (Y&R) has come back in the tv network picture with a next year buy of half of three gold tournaments on NBC TV. They're the Palm Springs Classic; the Las Vegas Tournament of Champions and the U. S. National Open. Package cost for the trio: $325,000. ABC TV evidently figures its got enough golf going the first half of 1963 without taking on again the Bing Crosby Tournament. It may wind up on CBS TV. The rights figure is $50,000. NBC TV is showing signs of nervousness over the failure of the Merv Griffin show, the highest cost strip on the network, to reach even a 4 rating. The commitment runs for 26 weeks and the decision to continue or otherwise isn't far off. The conundrum : does the strip need a crash line of promotion or is its formu- la in need of radical doctoring? lfOMSOR/17 DECEMBER 1962 21 "SPONSOR-SCOPE Continued CBS TV's embarrassment of riches in the way of nighttime ratings superiority this season took another hike with the Nielsen November II report. As the network had it calculated, it led in average ratings every night of the week, had 17 of the top 20 shows, and emerged with this breakdown in terms of total shows. NETWORK OVER 20 RATING 15-19.9 RATING UNDER 15 RATING ABC TV 3 16 14 CBS TV 21 7 8 NBC TV 4 11 13 TOTAL 28 34 35 There may be a moral for the sellers of air media in the fact that Life and the Saturday Evening Post have cut out their merchandising inducements to ad- vertisers. Apparently they've come to the conclusion the payout on this is too skimpy in terms of luring new business. The magazines' withdrawal will recall that at one time NBC was quite lavish in the scope of its merchandising operations. When the expense of the merchandising setup reached about $500,000 a year the network decided the thing was running away from possible reoompense and cut it out altogether. The percentage of national spot radio revenue as allocated to size of market was virtually the same last year as it was in 1960. And the very slight change that did prevail for 1961 was among the first 30 markets. Following is a SPONSOR-SCOPE breakdown of the FCC's reported revenue for national- regional spot in 10-market batches : MARKET CLUSTER 1961 TOTAL (%) First 10 $ 80,272,000 (41%) First 20 102,799,000 (52%) First 30 177,868,000 (59%) First 40 129,001,000 (65%) First 50 137,502,000 (70%) Note: The national spot radio total for 1961 was $197,352,000; for 1960, the tally was $202.1 million, which represents a drop of 1.3% for 1961. For details of FCC 1961 report see 10 December SPONSOR WEEK. 1960 TOTAL (%) $ 82,851,000 (41%) 106,043,000 (52%) 121,836,000 (60%) 133,384,000 (66%) 141,891,000 (70%) Freelance tv producers may not know it but they've got a good prospective market in stations who are looking for regional specials that might be sold for sponsorship. The idea such questing stations have in mind: team up with other stations within a region to buy the specials on a package deal and sell them to regional advertisers on a full or co-sponsorship basis, or as participations. Center of this interest is the middle west. Some stations are talking about taking over the special outright and doing the selling themselves. Which would, by the way, put them in competition with Westing- house, Storer, Corinthian, KTTV, L.A., and a few others. Y&R can expect virtuaUy all reps to go along with its new form for submit- ting availabilities but there's one thing it won't find reps generaUy rushing to do. And that is ordering up a load of the Y&R forms from their printers. What it seems they are planning to do depends entirely on the supply furnished by Y&R until they're sure other agencies don't get into the act with their own special forms. 22 SPONSOR/ 17 DECEMBER 1962 For too many companies, the line between profit and loss is eggshell-thin. Tightening costs toughen the squeeze. One way to ease it : cut the wasteful cost of inefficient advertising. A good advertisement can perform two, five, even ten times better than a poor one. That's the difference between advertisements. That's the difference between advertising agencies. And for the ad- vertiser, it can be the difference between profit and loss. YOUNG & RUBICAM, Advertising SPONSOR 17 DECEMBER 1962 23 The U.S. Marines to the rescue m*> ah Many a child who gets a new toy has the leathernecks to thank for it. With a big assist from the ABC Owned Television Stations. Los Angeles' KABC-TV, for instance, puts on a stupendous "Toys for Tots Show"— now in its fourth year— in co-operation with the U.S. Marine Corps. This two-hour spectacular spearheads the annual drive to provide new toys at Christmas for underprivileged children. The price of admission to this KABC-TV show-which is staged in the famous Los Angeles Sports Arena— is one new, unwrapped toy per person. In return, the audience gets brilliant entertainment.The performers are top stars. There are circus clowns and elephants. This community effort, led by KABC-TV, is always an extraordinary success. So is WXYZ-TV's "Toys for Tots Jamboree" in Detroit, which is held every year during September at the Edgewater Amusement Park. Every ride is free to any WXYZ-TV viewer who deposits a new toy at the Park's front entrance. This year, WXYZ-TV points with pride to the total of 23,999 toys which it was able to hand over for distribution by the U.S. Marine Corps. Such charitable projects provide the kind of opportunity for service which all five ABC Owned Television Stations are determined not to miss. To all five stations, optimum useof theirairtime is the tremendous challenge. In partnership with the communities they serve, they meet it with enthusiasm and imagination. All five, in fact, are very much alive. ABC OWNED TELEVISION STATIONS New York's WABCTV / Chicago's WBKB / San Francisco's KGOTV / Detroit's WXYZ-TV / Los Angeles' KABC-TV f N Why Monkey with the Metro... The CHARLOTTE TV MARKET is First in the Southeast with 595,600 Homes* V m Charlotte City Limits % CHARLOTTE 595.600 H Fables have persisted for years about how to judge a market's size by the Standard Metropolitan Area concept. Savvy Monkeys see no metro, hear no metro, speak no metro — because they know that it's the total TV Homes delivered that counts! gS Speaking of delivering, WBTV reaches 43.4% more TV Homes than Charlotte Station "b".** TO .i A £ .1 1 w -1 Atlanta 562,600 Miami 556.600 New Orleans 418.200 Louisville 409,900 Norfolk- Portsmouth 309,000 H *Y % ^T H UIBTV •Television Magazine-1962 "NCS '61-Nightly CHANNEL 3 Qp CHARLOTTE/ jefferson standard broadcasting company Represented Nationally by Television Advertising Tv^R) Representatives, Inc. 26 SPONSOR/17 DECEMBER 1962 'SPONSOR 17 DECEMBER 1962 3W12IT513V0A YDIA30A/ l^J0*»/ The 10 best agency-net negotiators ► Networkers select "most hep" agency men ► Many received training at the networks ► High level figures are men of real action ► View clients' problems in the overall Who are the top agency admen honored and respected for their wisdom and quick, unobstructed thinking in dealing with the net- works? si'onsor last week conduct- ed an informal poll among net- work executives to find the top 10 agency network negotiators with the "most hep" approach. The 10 agency men most fre- quently mentioned by the network executives speak with authority, it appears, and in virtually all in- stances they can make a decision on their own at an\ point. As one network leader put it after mulling over the 10 names: "You tell 'em they have 25 minutes to get back to you with a decision . . . and they are back in 22." It is clear as a nasal spray commercial that these are the men in command at all times. These are the men, in the judgment of commercial broadcast- ers, who have the ability and the craft to know what they want and to move quickly to get it. Said another network executive in discussing the 10 men whose names appear in this roundup: "You sa\ to these men: 'I have such and such a program . . . it'll cost such and such . . . and if it's what they want they'll tell you you've got an order!' " These are the men of real action, according to those who were inter- viewed last week, who juggle mil- lions and millions of dollars and have the rare abilit\ and judgment to do it. Moreover, these men see their clients' problems in the over- all, but above all, these guys are fighters — and believers — in what thev buv. SPONSOR/ 17 DECEMBER 1962 27 Agency men who are masters of an art: negotiation with nets on programs, rates DAN SEYMOUR /. Walter Thompson PHILIP H. COHEN SSCirB SYLVESTER L. WEAVER, JR. McCann -Erickson HERMINIO TRAVIESAS BBDO Here are the 10 most mentioned: A Showbiz pro. Dan Seymour, who became a member of the vast J. Walter Thompson enterprise as a v.p. and director of the radio/tv department in 1955 and was elected to the board of directors three years later, has more than two decades of experience in broadcasting. He oc- cupies a vital position in an agency which this year racked up new highs in radio/tv total billing, esti- mated at $133 million. Seymour went to JWT from Young & Rubi- cam where he had served as a member of the plans board and v.p. in charge of radio/tv. Seymour, like many of his counterparts at top agencies, stems from broadcast- ing. He began as an announcer, moved on to master of ceremonies, then writer and ultimately produc- er. At Thompson, he has been the brains behind such tv hits as Perry Como, Tennessee Ernie and Ed Sul- livan productions. Seymour has been described by knowledgeable observers as "probably the high priest among agency programing fellows" and the man who influ- ences the spending of more tv dol- lars than anyone else in a similar role. Some $97 million of the agen- cy's billings are in network tv. Said one network top executive: "This man Seymour is a genuine showbiz pro. With the awareness of what makes for good program- ing, he also knows how big business operates. In other words, Seymour also has full comprehension of what big business is all about." This is but a small portion of the huge broadcasting canvas that Seymour is called upon to fill. "He fills it like a man wearing a Sulka neck- tie," said an admiring network ex- ecutive. Best in the business. "The best in the business," is the way sea- soned network executives describe Richard A. R. Pinkham, senior v.p. in charge of broadcast operations and a director of Ted Bates & Co. His name is always linked with net- work rate structures, program con- tent, ratings, and client demand. Recurring phrases about Pinkham run like this: "A fast thinker." "Ag- gressive." One hears that he's been offered the top programing assign- ments at the networks, but that he prefers an agency. Ted Bates' com- bined tv/ radio billing is around $110 million. More than $60 mil- lion goes into network tv. Like Thomas McAvity, who heads up programing at JWT, Pinkham is a former Pat Weaver man at NBC, and it was in this capacity that Pinkham learned the intricacies of broadcasting. Pinkham joined NBC TV in 1951 as manager of network plan- ning, a position fashioned especial- 28 SPONSOR/ 17 DECEMBER 1962 CHARLES CARROLL BARRY Youm Rubicam SAM H. NORTHCROSS William Esly NICHOLAS E. KEESELY herxnen & Xeicell LEWIS TITTERTON Compton LEE M RICH Hi nton if Bowles Network executives single out elements that make these men tops in their field ly for him. Subsequently he was executive producer of the Today show, the Home show and the To- night show. Upped to v. p. in charge of NBC TV network programs, Pinkham moved to Bates in 1959. The agency then moved into net- work tv programing, whereas previ- ously it had been dedicated, largely, to spot business. Gibraltar in broadcasting. AH who are concerned with network broadcasting concur that Herminio Traviesas is "a Gibraltar in the broadcasting industry." "Travie," as he is known in the industry, is vice-president and manager of the tv/radio department of BBDO, the third of the top 50 ad agencies in broadcast billings. "Travie" is a veteran of the broadcast field having been with NBC, and subsequently with CBS as network tv sales service man- ager. He joined BBDO in 1950 and since then has been active on main accounts. For a number of years he was in charge of the agency's Lucky Strike radio and tv activities. He has a razor-sharp mind and a thorough understanding of broad- casting. "He's a creative guv but not a wild man," said a down-to- earth broadcaster who has fol- lowed his rise. "He's a professional practitioner of the business," said another. "He is a big credit to the agency. In fact, he's an enormous credit to the whole advertising pro- fession." Runs huge, efficient shop. The man who runs the huge, efficient tv/radio department of Young & Rubicam is Charles Carroll "Bud" Barry. His ftdl title is senior vice president and director. Like Pink- ham, Traviesas, and Seymour, he's a veteran of showbusiness, notably the broadcast ins; end, and as observ- ers in the field point out, this is a man who knows every angle, every wrinkle, ever) facet ol the business. Barry thrives in the midst of all excitement, a carryover from the clays when he served as network an- nouncer to FDR, as a program ex- ecutive at ABC;, and as v.p. and pro- gram manager of NBC I V More- over, he gleaned other aspects of showbiz as a program executive at the William Morris Agenc) and as vice president in charge of MCM- TV. Said a broadcaster who has done much business with Barry: "This is a gruff, crisp, sardonic geni who sees the total picture clearly and keeps it in locus." "This fel- low," as another observer said, "knows it all — from yesteryear's carbon mike to tomorrow's market- ing saga of color tv." Peck's bad boy. A friend and warm critic of Lee M. Rich, senior vice president in charge of media (Please turn to page 71) SPONSOR/ 17 DECEMBER 1962 29 Tv stiffens starch competition t^m _^__|^^__| ► Spray starch field booming with activity ► New products fight it out on television ► Jockey for position in 50-brand market The prey and the predator are almost undistinguishable in the vasl and verdant jungle of spray stan lies. The recognized king is now Boyle-Midway's Easy-On, but a rising number of competitors are fighting on television in an effort to dethrone it. Unheard of until 1959, the spray idea in starches has revitalized the (King starch industry to such an extent that now, only three years later, there are about 60 aerosol starch cans on the market, and the number is growing at a prolific rate. Tv fight. The battleground is cer- tainly television, with leading brands spending nearly 100% of their ad budgets in the medium. With the present state of confusion, industry leaders contend that those who can afford the most tv coverage will have the best chance of sur- vival. Seasonal media plans for starches are out the window, for tv buys today are as heavy or heavier than last summer when crisp cot- tons were in stvle. The sales figure is rising so fast, industry spokesmen are reluctant to give current estimates. However, figures published by Soap and Chemical Specialties show 25 mil- lion cans of spray starch were pur- chased by American housewives in 1961, pushing spray starch into third place among household aero- sol products, and making it the most competitive non-food item in the grocery field. The present volatile stage is char- acterized by many unpublicized deaths of infant products, along with the rapid rise of others. One example is Shulton's Melodie spray starch, designed to be the second successful Shulton starch aerosol, backing up Glis. Melodie was test marketed in New York and New England, but was killed this month Spray starch spending on tv is already ahead of last year 1961 (Full year) SPOT* NETWORK** TOTAL 1962 (9 Months) SPOT NETWORK TOTAL SHULTON GLIS S.S. $292,110 $ $292,110 $307,990 AMERICAN HOME PRODUCTS EASY-ON S.S. ANHEUSER-BUSCH, INC. COTTON MAID S.S. 58,730 1,132,641 1,191,371 54,130 7,620 650,592 $307,990 704,722 7,620 BARCOLENE JET S.S. 23,320 23,320 42.540 42,540 CORN PRODUCTS NIAGARA S.S. FAULTLESS STARCH CO. FAULTLESS S.S. LESTOIL PRODUCTS, INC. INSTANT S.S. SIMONIZ CO. REODI-STARCH A. E. STALEY STALEY STA-FL0 344,240 367,181 711,421 382,180 382,180 558,850 110,590 110,590 146,340 235,260 852,276 1,087,536 26,410 38,740 197,414 236,154 7,460 baugh. "Source: TvB/LNA-BAR. 908,694 552,844 280,469 30,852 908.694 558,850 699,184 306,879 38,312 30 SPONSOR/ 17 DECEMBER 1962 alter a half-year trial. Spray starches being tested now, such as Pillsbury's Tidy House and General Foods' Satina, may find it rough to secure a foothold in the field. Both are using tv heavily. Satina is test- marketing in five cities, including Providence, Portland, and Grand Rapids with total ad expenditures reportedly in tv. The word is "no comment" on how the starch is doing. Who's winning? Observers be- lieve that the field is reaching its peak of competition now. Conserva- tive estimates are that there are about 10 national and over 50 re- gional brands out. With this vast number of aerosols being marketed to housewives, the great amount of money to compete effectively on tv, and the radical price slashing to increase sales, there are certain to be a lot of casualties. Many feel that the consumers are going to start picking their winners and force out a good portion of the numbers appearing now. The big three in the field are re- ported to be Easy-On, A. E. Staley's Sta-Flo, and Corn Products' Niag- ara, in that order. Easy-On is far out, with a 20 to 25% share of the market. Staley's product holds al- most 15 to 20%, and recently-in- troduced Niagara garners 15%. Ni- agara is said to have made a big hit on entry, but fallen off in recent months. Simon i/' Reddi-Starch has also been a top national competitor, but again, observers tell sponsor that it's wounded in the fight. Lestoil is trying hard to hold its near 10% share of market. Barcelone's Jet spray starch, one of the first on the market, reported- ly started out small, grew big na- tionally, and has now dropped to a back seat position. "This is probably the most vola- tile business in the grocery field," said one businessman. "A lot of big guys are moving in and it may be two years before it settles down." Importance to tv. The rapid rise of spray starch as an important product is another example of how competitive new product categories — in this case a new packaging in- novation for a new product — con- +0- u\ ton! •R4y STAB The big three still on shaky ground Ahead in the increasing spray March competition are Boyle-Midway's Easy-On, A. E. Staley's Sta-Flo, and Corn Products' Niagara. Others fight for position The big advertising push is on convenience Convenience and smooth ironing are the two points emphasized in commercials. The case of making a touch-up is shown by Faultless. Product is strong in South SPONSOR/ 17 DECEMBER 1962 31 G i is spray starch commercial for '62-'63 season in the making Tv is the industry battleground, and those with the best and the most in that medium are coming out on top. Above is a recent spot filming of Glis, product of Aerosol Corp. of America, subsidiary of Shulton. Glis is strong in the Northeast tribute to the lucrative rise of tv billings. And as the product is good to tv, so is tv to the product. Almost exclusively the result of heavy tv schedules, industry men admit, there has been an increased aware- ness of laundry starch strong enough to overcome those not-too- long ago much-publicized claims, '"Sou don't need starch, housewives. Jusl let 'em dry and iron." Spray starch as a tv client is fol- lowing much the same rising pat- terns as have cake mixes, and hair sprays. Already the field gives tv's crea- tive men a challenge. Original ap- pro, k hes for this product seem as hard to come up with as for much- advertised soap products. The brands, the packaging, and the usage of starch sprays are much alike, and so are the commercial appeals. Convenience and ironing ease are pushed in hard-sell spots of most starch clients. Cotton-Maid, a southern regional starch, and a new and challenging member of the field, has produced one of the more original commer- cials. Both 60 seconds and 20 sec- onds in length, the commercials personify a poor wrinkle who doesn't stand a chance. Prior to the advent of starch sprays, the starch business was los- ing its fashion as fast as a parasol. Women considered starch to be old- fashionecl, useful only before the invention of drip-dry and non-iron fabrics. "We've been trying to de- stroy that old-fashioned stiff-look image, and show that starch has a place in the modern home," said one company official. The spray it- self has given starch a modern im- age: starching is incredibly easier, and often rejuvenates clothes when some of the wash and wear fabrics become wash, iron, and wear. At any rate, housewives often find that a "touch-up" at the ironing board helps to enhance the article's ap- pearance. Liquids and solids. The dry and liquid starches are more than casu- ally interested in the success of sprays, although neither has a right to be jealous. Dry starches, on a steady downward trend, are still going down, but ironically, the liquid market has stopped its down- ward movement, and perhaps even reversed it. This is attributed to the rising interest in starches in gen- 32 SPONSOR/ 17 DECEMBER 1962 eral, due to the massive amount of lv advertising, and also to the con- siderably lower cost of liquids — the new spray starches sometimes cost 10 times as much. Aerosol starch is definitely a luxury item, and there- fore may never replace the useful, though less convenient, liquid and dry starches. The spray starch industry now hovers around the $25 million mark in retail sales and some think it will make $40 million by the end of 1963. Drys and liquids combined have been falling, and over the past five years have averaged about $37 million, according to Food Topics publication. The rapid three-year rise of sprays shows up sharply against the well-established field of liquid and dry starches, which, in some cases have been in business close to a century. In 1960 only 1% of the American women used spray starch. Now 35% of American households use some brand of spray starch, a Macy-owned newspaper claims. Price war. Being a luxury item, no spray starch can advertise itself as inexpensive, but tv commercials often bark "much more economical than other brands" or "20 to 30 cents less than other aerosol starches." The price ranges van from 29 cents to 79 cents a can, with average pricing 59 cents to 63 cents. During the summer, dis- counts on many brands forced Easy-On, the leader in the field, to offer a defensive discount of 15 cents, making the product price 44 cents in actuality. The starch exec- utives say the new brand wave has had its major effect on prices, and not on sales. "If the price is forced down any lower," one agency ac- count man commented, "it just can't be a profitable business any- more." Glis, a starch spray product of Aerosol Corp. of America, a sub- sidiary of Shulton, is a good ex- ample. Before Shulton took over the corporation and Glis with it, the aerosol was selling for 79 cents. This summer the company was forced to cut to 69 cents, and by fall to 59 cents. Lestoil has an- (Please turn to page 72) ANA on managing creativity ► Workshop hears advertisers, agencies on topic ► All sides of creativity are put in spotlight The management side of creative advertising was the topic of ANA workshops held last week at the Hotel Plaza in New York City. Client problems were taken up by Wilson A. Shelton, Compton v.p. of creative services, who sug- gested how an advertiser can stimu- late maximum creative effectiveness from his agency. Shelton listed frequently men- tioned factors which some agency men use to explain why some adver- tisers get better creative work than others at the same agency. Among them were more agency manage- ment attention, better people work- ing within creative groups, and brand problems which are more fun to work on. He also listed some results of a client survey: better products, bet- ter research department, high stand- ards of creativity but little inter- ference with agency creativity. Max Banzhaf, advertising, pro- motion, and public relations direc- tor of Armstrong Cork, spoke on how to stimulate and direct effec- tive creativity. He made nine suggestions to man- agers: attention to new ideas, search for positive values in new ideas, en- couragement of people with new ideas, restraint on criticism of new ideas which are not completely worked out, keeping originators of ideas on their projects, careful eval- uation of new ideas, specific crit- icism of shortcomings, use of team- work when needed, and the singling out of people who return with the best ideas. Banzhaf also outlined programs to improve creative climate, and indicated how requests for new ideas might be made. Ben Wells, sales and advertising v.p. of Seven-Up, discussed coordi- nation of the creative efforts of all marketing elements within the com- pany. He insisted that creativity without marketing coordination is not likelv to increase sales. ^ ANA workshop on "Managing Creative Advertising" Wilson A. Shelton (1), Compton executive v.p. of creative services, and Max Banz- haf (r), Armstrong Cork advertising director, were among those who addressed the \XA session in New York last week. Others included Ben Wells, Seven-Up ad v.p. SPONSOR/ 17 DECEMBER 1962 33 Goodwill is the only sponsor here ► Volunteers, donations support Bedside Network ► Activities are expanding every month *■ But the audience is the same: VA war vets VA hospital patients enjoy own "sing-along" Mary Bechtel, a secretary in NBC TV's business affairs dept., is one of 400 adver- tising, broadcasting volunteers who cheer hospitalized vets. Here she leads singing This week (18 December), 1,000 agency executives, broadcasters, and friends will attend the Christ- mas party of the International Ra- dio and Television Society in the Grand Ballroom of the Hotel Roosevelt in New York. They will each pay $15 for luncheon and to swing to such entertainment pros as Count Basie, Mitch Miller, and Johnny Carson. They will have fun. But even more important, half of the net proceeds of this par- ty will be contributed by their or- ganization to the support of a net- work. Not ABC, CBS, NBC, Mu- tual, or the flock of other so-called networks, but to one that has never been, nor will be, on the air — the Bedside Network. Now in its 1 1th year, the Bedside Network does bear similarities to the others, however. It provides entertainment, both live and re- corded. And it has an audience. Neither Nielsen nor ARB measures this audience, but it numbers over 197,342 people, all patients in more than 115 hospitals of the Veterans Administration, throughout U. S. What it does. The network's start is unpaid (except executive office personnel) and numbers 400 professional advertising people, actors, writers, directors, engineers, and network executives, all working under the wing of the Veterans Hospital Radio and Television Guild, the network's parent "com- pany." These professionals visit VA hos- pitals regularly, providing enter- tainment of a broad range: record- ed music, group singing, group dis- cussions. Patients are encouraged to participate, and the network even carries along tape recorders to take down the patient's voice, or record other entertainment, and play it back. Even the equipment is do- nated to the network, which oper- ates on a tight little budget of $25,- 000 a year. The organization gets a lot of mileage out of its money. Volun- 34 SPONSOR/ 17 DECEMBER 1962 Volunteers on way to hospital to entertain Leaving headquarters in N. Y. to entertain vets arc (1-r): Arthur Wagner, Kleinert promo, dir.; Mar) Bechtel, NBC bus. affairs dept.; Elizabeth Pennell, CHS stafl writer: Kae Watson. NBC art dept.; Richard Schneider, NBC producer-director. Volunteer drivers arc needed for transportation as well as entertainment, talent Executive and patients hear playback Singing and reading by patients is often taped for amusement and learn- ing. George Graham, |i.. (c) v.p., NBC Enterprises, listens with V \ patients teers do anything and everything they, can, from directing perform- ances in locked mental wards to typing scripts, raising money. .Audience participation is more important to the Bedside Network than it is to, let's say. NBC. For the entertainment factor is some- times dubbed "music therapy." Patients are encouraged to produce and perform in all-patient shows, taped lor broadcast over the hospi- tals' closed-circuit systems. Exploring new services. Lately the participation concept has been expanded to the new geriatrics par- ticipation program, which draws elderly veterans together to com- municate with one another, relate past experiences, and comment on the day's happenings. The Bedside work has expanded, too, into participating in the rec- reational therapy program of the Out-Patients Clinic of New York's \'A headquarters. Such a program helps veterans with readjustment problems, aiding the men in com- municating with one another, eas- ing them into renewed responsi- bilities. Last year the network struck on an idea to encourage hospitals to record their own productions: a national contest to select the best patient-produced shows. This yeai it was judged by some big show- biz names: Arthur Godfrey, actor Jason Robards, Jr., and actress Margaret Hamilton. Expansion brings needs. As the work of the Bedside Network ex- pands, so, naturally, do its needs. A fund-raising campaign is now under way, guided by board mem- bers Bennett Korn, president of Metropolitan Broadcasting Tv; George Graham, fr., v.p., NBC En- terprises; Stephen C. Riddleberger, president of ABC o&o stations; fohn Moler, president and general manager, WHN, New York; and Willard Schroeder, general man- ager, WOOD-TV, Grand Rapids. But money is not the only need. Needed, too, are contributions of equipment (tape recorders, tape, mikes, sound ellects and music rec- ords, radio and tv show scripts) and services of volunteers (pianists, music programers, actresses, direc- tors, writers, and drivers) . What the Bedside Network seems to have plenty of is the ac- tive interest of an astonishing num- ber of high-level executives in the broadcast, advertising, and enter- tainment worlds. On its three boards, in addition to the men named above, sit these men: Stan- ley Adams, president of ASCAP; Howard Bell, vice president for in- dustry affairs, NAB: Donald F. Conaway, national executive secre- tary, AFTRA; Carl Haverlin. pres- ident of Broadcast Music Inc.: Ar- thur Hull Hayes, president, CBS Radio: columnist and tv star Ed Sullivan: Claude Barrere, executive Music selected, equipment checked Bedside Network's sound effects and equipment are donated. L-r: Terr) Ross, ABC sound elicits. Schneider (NBC), and Miss Pennell (CBS) Board maps network's "programs" Bedside's board ol directors (l-r): Steve Riddleberger, pies. \iu: Radio oRros; 1 haine Engle, NBC l\ adv. and promo.: Alex Kramer, son- writei and Bedside pics.: |ohn Moler, pres., gen. mgr., WHN, New York; Bennett Korn. pres., Metropolitan B'casting I \ director, IR IS. Donald B. Curiam manager. K.FO, San Francisco: and B. B. Randolph, manager of Al- coa's radio and television depart- ment. ^ SPONSOR/ 17 DECEMBER 1962 35 NIELSEN by state and county as of September 1962 PART I The following data have been compiled by A. C. Nielsen Co. as "practical estimates" of the size and location of the total U. S. televi- sion and radio audiences by states and counties, as of September 1962. TOTAL HOMES are estimated by Sales Manage- ment, used by special permission. They are based on growth rates applied by that publica- tion to their own 1 January 1962 counts. They are the base against which new television and radio ownership percentages have been applied. TELEVISION OWNERSHIP PERCENTS are Nielsen estimates based on U. S. Census percent levels as of April 1960, updated to reflect conversion of non-television homes to television owners as revealed by television penetration growth rates from successive ARF-Census sampling studies during this period. RADIO OWNERSHIP PERCENTS are as obtained in the 1960 Census and adjusted by a factor, derived from the Census Bureau's resurvey ap- praisal study of radio ownership, to reflect inclusion of sets out of order. TELEVISION HOMES AND RADIO HOMES have been derived by applying the percent owner- ship estimates, county by county, to the Sales Management estimates of total homes. These individual county estimates are based primarily on the 1960 Census, updated for just over two years of growth. They constitute the base of television homes and radio homes used by A. C. Nielsen Co. for use in estimating au- dience counts for all Nielsen services, national and local. The figures are available to broadcast users in handy booklet form at $5 per booklet. In this issue, data for Alabama through Mis- souri are reprinted. The remainder of the fig- ures will appear in the next issue. 36 SPONSOR/ 17 DECEMBER 1962 TELEVISION OWNERSHIP BY GEOGRAPHIC AREA TOTAL HOMES TELEVISION HOMES o RADIO HOMES TOTAL HOMES TELEVISION HOMES o. RADIO HOMES % TOTAL U. S. CONTINENTAL U. S. NORTH EAST NEW ENGLAND Connecticut Maine Massachusetts New Hampshire Rhode Island Vermont MIDDLE ATLANTIC New Jersey New York Pennsylvania NORTH CENTRAL EAST NORTH CENTRAL Illinois Indiana Michigan Ohio Wisconsin WEST NORTH CENTRAL Iowa Kansas Minnesota Missouri Nebraska North Dakota South Dakota SOUTH SOUTH ATLANTIC Delaware Dist. of Columbia Florida Georgia Maryland North Carolina South Carolina Virginia West Virginia EAST SOUTH CENTRAL Alabama Kentucky Mississippi Tennessee WEST SOUTH CENTRAL Arkansas Louisiana Oklahoma Texas WEST MOUNTAIN Arizona Colorado Idaho Montana Nevada New Mexico Utah Wyoming PACIFIC California Oregon Washington 55,092,400 50,003,300 91 54,867,900 49,816,610 91 51,897,790 51,685,850 94 94 13,906,000 13,094,610 94 13,371,740 96 3,209,800 3,024,730 94 3,083,940 96 792,800 748,450 285,200 264,190 1,571,100 1,485,820 185,500 172,680 263,300 251,590 111,900 102,000 10,696,200 10,069,880 1,896,600 1,823,950 5,381,900 5,031,350 3,417,700 3,214,580 94 93 95 93 96 91 94 96 93 94 765,800 264,410 1,517,190 175,960 254,150 106,430 11,125,100 3,178,000 1,443,900 2,336,500 2,982,000 1,184,700 4,767,200 853,700 692,700 1,019,900 1,387,000 441,100 175,100 197,700 10,392,580 2,947,640 1,334,860 2,200,050 2,803,440 1,106,590 4,316,410 784,840 623,040 922,410 1,255,910 399,970 156,360 173,880 93 93 92 94 94 93 91 92 90 90 91 91 89 10,598,530 3,026,810 1,338,030 2,234,650 2,849,100 1,149,930 7,626,400 138,600 249,100 1,719,100 1,110,200 918,200 1,238,500 621,400 1,118,400 512,900 3,357,900 901,300 860,600 570,300 1,025,700 5,102,200 517,700 934,700 741,400 2,908,400 6,667,380 129,100 220,130 1,507,110 942,420 872,560 1,057,560 518,460 972,920 447,120 2,773,470 744,230 722,380 428,370 878,490 4,407,600 418,070 802,690 652,620 2,534,220 87 93 85 95 85 83 87 87 83 83 84 75 86 86 81 86 88 87 2,097,300 403,200 557,000 198,900 208,400 101,300 271,200 255,400 101,900 6,885,800 5,377,300 577,800 930,700 1,831,590 350,610 493,090 178,820 174,640 89,030 226,340 234,330 84,730 87 87 89 90 84 88 83 92 83 6,332,970 92 4,969,090 92 514,160 89 849,720 91 97 93 97 95 97 95 10,291,800 96 1,824,160 96 5,192,480 96 3,275,160 96 15,892,300 14,708,990 93 15,147,910 95 95 95 93 96 96 97 4,549,380 95 822,100 96 656,260 95 984,930 97 1,305,620 94 421,980 96 168,530 96 189,960 96 16,086,500 13,848,450 86 14,653,750 91 6,933,120 91 132,430 96 232,410 93 1 1,548,700 90 1,013,260 91 881,420 96 1,102,390 89 550,430 89 1,004,440 90 467,640 91 3,064,450 91 823,130 91 793,440 92 508,430 89 939,450 92 4,656,180 91 462,880 89 843,340 90 676,340 91 2,673,620 92 8,983,100 8,164 560 91 8,508,450 95 ,980,770 94 372,570 92 534,220 96 191,060 96 199,340 96 94,040 93 250,100 92 242,210 95 97,230 95 6,527,680 95 5,083,500 95 553,530 96 890,650 96 Alaska Hawaii 64,000 160,500 48,140 75 138,550 86 59,830 93 152,110 95 RADIO AND TELEVISION OWNERSHIP BY NIELSEN MEDIA RESEARCH TERRITORIES, COUNTY SIZE AND TIME ZONES TOTAL HOMES TELEVISION HOMES RADIO HOMES (000) 54,870 (OOOl 49,800 % 91 (000) 51,690 % 94 14,290 9,060 10,170 13,510 7,840 13,430 8,380 9,290 11,510 7,190 94 92 91 85 92 13,730 8,570 9,720 12,240 7,430 96 95 96 91 95 21,670 14,320 10,630 8,250 20,310 13,220 9,450 6,820 94 92 89 83 20,720 13,460 9,900 7,610 96 94 93 92 28,390 17,250 2,180 7,050 26,120 15,300 1,900 6,480 92 89 87 92 26,820 16,130 2,060 6,680 94 94 95 9f TOTAL U. S. TERRITORY Northeast East Central West Central South Pacific COUNTY SIZE* A B C D TIME ZONE Eastern Central Mountain Pacific County size definitions. A: All counties belonging to the 25 largest metropolitan areas. B: Counties over 120,000 population that are not in Class A plus counties that are a part of the metropolitan area of cities in such B counties. C: Counties not included under A or B having over 32.000 population plus counties that are a part of the metropolitan area of cities in such C counties. D: All remaining counties. ALABAMA COUNTY Autauga Baldwin Barbour Bibb Blount Bullock Butler Calhoun Chambers Cherokee Chilton Choctaw Clarke Clay Cleburne Coffee Colbert Conecuh Coosa Covington Crenshaw Cullman Dale Dallas De Kalb Elmore Escambia Etowah Fayette Franklin TOTAL TELEVISION RADIO HOMES HOMES % HOMES % 4,800 3,930 82 4,270 89 13,600 11,850 87 11,480 84 6,200 4,100 66 5,310 86 3,500 2,660 76 3,160 90 6,800 5,600 82 6,300 93 3,300 2,030 61 2,880 87 6,200 4,510 73 5,420 87 27,000 23,510 87 25,000 93 10,500 8,370 80 9,480 90 4,300 3,470 81 3,850 90 7,100 5,390 76 6,320 89 4,200 2,590 62 3,620 86 6,600 4,350 66 5,880 89 3,400 2,670 78 3,090 91 2,900 2,230 77 2,480 86 8,400 6,640 79 7,430 89 13,400 10,660 80 12,490 93 4.300 2,850 66 3,790 88 2,700 2,030 75 2,480 92 10,000 7,840 78 9,000 90 3,800 2,820 74 3,270 86 12,400 10,990 89 11,540 93 8,700 7,250 83 7,660 8b 14,600 10,700 73 13,270 91 11,600 9,540 82 10,610 92 8,000 6,280 79 7,000 88 8,900 6,830 77 7,820 88 27,700 24,580 89 25,540 92 4,500 3,490 78 4,160 92 6,000 4,520 75 5,540 92 SPONSOR/ 17 DECEMBER 1962 wtev e ir^mx ■m^oi j «N»'*^HH <*H| ^ULMafll . 3,100 2,490 80 2,650 85 Il 4,900 3,660 75 4,530 92 5,000 3,300 66 4,200 84 3,200 2,310 72 2,670 83 k 2,600 1,870 72 2,210 85 r, 4,400 3,410 78 4,040 92 6,500 5,600 86 5,620 86 2,700 1,610 60 2,530 94 1,800 1,410 78 1,650 92 9,600 8,160 85 8,430 88 18,000 15,100 84 14,780 82 4,500 3,010 67 3,830 85 1,600 1,170 73 1,410 88 3,000 2,170 72 2,570 86 1,600 900 56 1,460 91 9,200 7,220 79 8,210 89 1,400 1,180 84 1,310 94 II 11,700 8,380 72 9,820 84 ; 2,200 1,680 77 1,930 88 i 7,500 6,370 85 6,560 88 ! 3,800 2,710 71 3,550 93 6,300 5,100 81 5,860 93 i 2,900 2,260 78 2,620 90 i 74,900 67,320 90 68,080 91 i 3,500 2,520 72 3,290 94 i 8,100 6,110 75 6,920 85 i 7,800 6,970 89 7,020 90 ! 2,000 1,460 73 1,780 89 1 2,300 1,570 68 1,980 86 1 22,500 20,040 89 21,020 93 1 3,000 2,460 82 2,650 88 1,700 970 57 1,570 92 1,800 1,210 67 1,570 87 15,000 12,520 83 13,440 90 2,200 1,720 78 2,030 92 C 1 17,700 13,8iQ 78 16,430 93 1 1 SPONSOR/ 17 DECEMBER 1962 TOTAL TELEVISION RADIO = TOTAL TELEVISION RADIO COUNTY HOMES HOMES % HOMES % COUNTY Arapahoe HOMES 35,000 HOMES 33,170 % 95 HOMES 33,920 % White 9,600 7,990 83 8,760 91 97 Woodruff 3,500 2,540 73 3,030 87 Archuleta 700 460 65 630 90 Yell 3,600 2,840 79 3,290 92 Baca 1,900 990 52 1,830 96 STATE TOTAL 517,700 418,070 462,880 Bent 1,900 1,580 83 1,810 96 CALIFORNIA Boulder 24,000 21,330 89 23,210 97 Alameda 306,700 283,670 92 293,820 96 Chaffee 2,700 2,130 79 2,560 95 Alpine Amador 100 70 70 90 90 Cheyenne 800 580 72 790 99 3,100 2,680 86 2,920 94 Clear Creek 1,000 840 84 960 96 Butte 30,200 26,810 89 28,480 94 Conejos 1,900 1,390 73 1,740 92 Calaveras 3,500 3,050 87 3,320 95 Costilla 900 450 50 820 91 Colusa 3,900 3,380 87 3,510 90 Crowley 1,100 980 89 1,040 94 Contra Costa 125,800 119,350 95 121,400 97 Custer 400 300 74 390 97 Oel Norte 5,800 4,730 82 5,220 90 Delta 5,000 4,040 81 4,750 95 Eldorado 11,100 10,170 92 10,180 92 Denver 169,800 149,460 88 162,160 96 Fresno 113,100 102,940 91 105,520 93 Dolores 600 310 52 580 97 Glenn 5,400 4,850 90 5,170 96 Douglas 1,500 1,430 96 1,480 99 Humboldt 34,100 30,670 90 31,920 94 Eagle 1,300 950 73 1,190 92 Imperial 19,200 15,730 82 17,860 93 Elbert 1,200 990 82 1,160 97 Inyo 4,100 2,870 70 3,610 88 El Paso 46,900 43,700 93 45,160 96 Kern 90,300 82,690 92 83,620 93 Fremont 6,300 5,140 82 5,950 95 Kings 14,500 12,820 88 13,380 92 Garfield 3,900 2,990 77 3,730 96 Lake 5,500 4,360 79 5,110 93 Gilpin 300 260 88 280 94 Lassen 4,000 3,300 83 3,720 93 Grand 1,100 770 70 1,000 91 Los Angeles Madera 2,149,100 12,000 2,010,480 10,700 94 89 2,035,200 10,880 95 91 Gunnison Hinsdale 1,500 100 1,030 100 69 100 1,470 100 98 100 Marin 49,100 45,410 92 47,680 97 Huerfano 2,200 1,600 73 2,040 93 Mariposa 1,800 1,420 79 1,720 96 Jackson 500 430 85 480 95 Mendocino 15,900 12,760 80 14,900 94 Jefferson 42,100 40,290 96 41,090 98 Merced Modoc 27,200 2,500 24,670 2,020 91 81 24,480 2,350 90 94 Kiowa Kit Carson 700 2,000 500 1,430 72 71 690 1,940 98 97 Mono 800 490 62 690 86 Lake 2,000 1,560 78 1,750 87 Monterey 57,100 51,840 91 54,190 95 I La Plata 5,900 4,650 79 5,590 95 Napa 20,200 18,420 91 19,190 95 Larimer 17,400 15,720 90 16,900 97 Nevada Orange 7,400 243,300 6,440 233,670 87 96 6,840 231,620 92 95 Las Animas Lincoln 5,500 1,700 3,800 1,420 69 84 5,040 1,670 92 98 Placer 18,500 16,840 91 17,150 93 Logan 6,200 5,220 84 6,080 98 Plumas 3,800 3,130 82 3,270 86 Mesa 16,400 14,440 88 15.920 97 Riverside 107,700 97,880 91 100,050 93 Mineral 200 120 58 190 93 Sacramento San Benito 166,900 4,700 156,370 4,110 94 87 157,050 4,290 94 91 Moffat Montezuma 2,300 4,300 1,580 3,390 69 79 2,180 4,150 95 96 San Bernardino 167,800 155,150 92 157,230 94 Montrose 5,600 4,630 83 5.290 94 San Diego 343,500 320,900 93 323,920 94 Morgan 6,500 6,000 92 6,400 98 San Francisco 289,000 244,350 85 270,220 94 Otero 7,000 5,960 85 6,690 96 San Joaquin San Luis Obispo 78,500 27,800 70,530 24,870 90 89 73,010 26,220 93 94 Ouray Park 500 600 350 480 71 80 490 590 97 98 San Mateo 150,100 143,750 96 145,450 97 Phillips 1,500 1,370 91 1,490 99 Santa Barbara 60,600 54,840 91 57,020 94 Pitkin 800 460 58 690 86 Santa Clara 214,000 200,950 94 205,010 96 Prowers 3,900 2,690 69 3.790 97 Santa Cruz Shasta 32,500 20,300 29,190 18,700 90 92 31,010 19,260 95 95 Pueblo Rio Blanco 34,100 1,500 31,720 1,230 93 82 32,290 1.430 95 95 Sierra 800 630 79 680 85 Rio Grande 3,000 2,190 73 2,840 95 Siskiyou 11,100 9,160 83 10,390 94 Routt 1,600 1,040 65 1,560 96 Solano 40,500 38,340 95 38,350 95 Saguache 1,100 740 68 960 87 Sonoma Stanislaus 50,800 50,100 45,470 44,380 90 89 48,460 46,490 95 93 San Juan San Miguel 200 900 170 620 86 69 200 850 100 94 Sutter 10,600 9,770 92 9,970 94 Sedgwick 1,300 1,110 86 1,230 95 Tehama 8 500 7,870 93 8.080 95 Summit 600 480 80 510 85 Trinity 3,500 2,790 80 3,290 94 Teller 900 800 89 870 97 Tulare Tuolumne 50,100 5,100 45,050 4,340 90 85 46,290 4,830 92 95 Washington Weld 2,000 21,600 1,560 19,880 78 92 1.960 20,580 98 95 Centura 61,300 57,850 94 57,740 94 Yuma 2,800 2,230 80 2.770 99 folo 21,800 19,740 91 20,320 93 STATE TOTAL 557,000 493,090 534,220 fuba 10,600 9,680 91 9,860 93 STATE TOTAL 5,377,300 4,969,090 5,083,500 CONNECTICUT Fairfield 207,200 198,000 96 200,780 97 COLORADO Hartford 218,800 205,980 94 211,580 97 (dams 35,100 33,800 96 33,730 96 Litchfield 38,300 35,680 93 36,610 96 llamosa 2,700 2,060 76 2,590 96 Middlesex 27,000 25,180 93 26,080 97 P0NS0R/17 DECEMBER 1962 II CO N NECTICUT/ contin ued TOTAL TELEVISION RADIO = TOTAL TELEVISION RADIO COUNTY HOMES HOMES °0 HOMES % I COUNTY HOMES HOMES % HOMES % #" New Haven 207,600 196,970 95 200,330 97 Pinellas 161,800 145,750 90 147,080 91 ;s | Polk 63,600 55,920 88 55,780 88 ■/, 8,940 89 1 jiils 8,540 90 New London 52,900 48,620 92 51,050 97 | Putnam 10,100 8,470 84 Tolland 19,500 18,120 93 19,010 98 = St. Johns 9,500 8,050 85 Windham 21,500 19,900 93 20,360 95 1 H STATE TOTAL 792,800 748,450 765,800 j St. Lucie 13,800 11,420 83 12,560 91 | I Santa Rosa 8,300 7,340 88 7.500 90! v DELAWARE | Sarasota 31,500 27,430 87 28,600 911 :v; Kent 20,500 18,630 91 19,040 93 i Seminole 17,800 15,720 88 15,820 89 .-, New Castle 95,100 90,680 95 91,490 96 i Sumter 3,500 2,720 78 2,850 81 Sussex STATE TOTAL 23,000 138,600 19,790 86 129,100 21,900 95 132,430 | Suwannee Taylor 4,100 3,900 2,760 67 2,700 69 bttt 3,690 90 u 3.260 84 :4 930 84 J, 45,350 91 L 1,220 81 * 4,170 93 ;,;; 2,960 93 J DISTRICT OF COLUMBIA Dist. of Columbia 249,100 STATE TOTAL 249,100 220,130 88 220,130 232,410 93 232,410 | Union Volusia Wakulla 1,100 50,000 1,500 840 77 43,910 88 1,210 81 | Walton 4,500 3,360 75 FLORIDA = Washington 3,200 2,310 72 Alachua 20,900 16,150 77 18,960 91 1 STATE TOTAL 1,719,100 1,507,110 1,548,700 into Baker 1,700 1,420 84 1,510 89 1 Bay 20,000 17,620 88 18,920 95 1 GEORGIA hi) Bradford 3,500 2,870 82 3,050 87 | Appling 3,200 2,230 70 2,910 91 „ Brevard 40,000 35,290 88 36,600 92 n Atkinson 1,500 790 52 1,260 84 |M Broward Calhoun Charlotte 124,100 2,000 5,300 115,290 93 1,320 66 4,390 83 113,680 92 1,860 93 4,820 91 1 Bacon Baker Baldwin 2,100 1,000 5,900 1,550 74 640 64 4,440 75 1,890 90 a 880 88 5,320 90 .„ Citrus 3,400 2,610 77 2,740 81 n Banks 1,700 1,290 76 1,580 93 (j. Clay 5,800 4,920 85 5,300 91 1 Barrow 4,300 3,680 86 3,990 93 u, Collier 5,500 4,170 76 4,550 83 1 Bartow 7,800 6,860 88 7,110 91 M Columbia 5,700 4,430 78 5,180 91 1 Ben Hill 3,900 2,710 70 3,450 89 ta Dade 345,000 309,640 90 313,610 91 1 Berrien 3,100 2,160 70 2,650 86 in De Soto Dixie 3,200 1,300 2,520 79 750 58 2,750 86 1,160 89 1 Bibb Bleckley 44,000 2,600 37,720 88 1,900 73 41,230 94 1M 2,310 89 I, Duval 139,000 125,570 90 126,910 91 1 Brantley 1,500 1,160 78 1,320 88 !!t Escambia 51,300 46,420 90 46,320 90 1 Brooks 3,800 2,860 75 3,420 90 i,s Flagler 1,400 1,110 80 1,240 89 I Bryan 1,500 1,190 79 1,240 83 |,f Franklin Gadsden 2,100 9,100 1,440 69 6,650 73 1,770 85 7,830 86 1 Bulloch Burke 6,300 5,100 5,040 80 3,410 67 5,810 92 |, 4,190 82 |, Gilchrist 800 620 77 670 84 § Butts 2,300 1,910 83 1,970 86 |, Glades 800 530 66 720 90 1 Calhoun 1,800 950 53 1,510 84 |, Gulf 3,000 2,240 75 2,630 88 Camden 2,600 2,220 85 2,260 87 1 Hamilton 2,000 1,310 65 1,720 86 1 Hardee 3,700 3,110 84 2,960 80 1 Candler 1,700 1,240 73 1,530 90 § Carroll 10,400 9,200 88 9,470 91 Hendry 2,500 1,740 70 2,100 84 1 Catoosa 6,100 5,610 92 5,600 92 Hernando 3,800 3,070 81 3,230 85 Charlton 1,300 1,000 77 1,060 81 Highlands 7,600 6,080 80 6,470 85 1 Chatham 55,400 48,930 88 49,360 89 Hillsborough 134,400 119,230 89 120,420 90 = Holmes 2,800 1,760 63 2,560 92 I Chattahoochee 1,300 1,200 92 1,250 96 § Chattooga 5,500 4,680 85 4,990 91 Indian River 9,300 7,450 80 8,750 94 1 Cherokee 6,400 5,660 88 5,930 93 Jackson 9,800 6,880 70 8,750 89 I Clarke 13,000 11,080 85 12,350 95 Jefferson 2,500 1,660 66 2,010 80 1 Clay 1,100 730 67 990 90 Lafayette 800 490 61 670 84 n Lake 20,100 17,580 87 17,870 89 1 Clayton 13,800 12,880 93 12,720 92 1 Clinch 1,700 1,200 71 1,480 87 Lee 20,100 17,210 86 18,910 94 1 Cobb 34,400 32,320 94 32,470 94 Leon Levy Liberty 20,700 3,100 900 17,190 83 1,960 63 630 70 18,940 92 2,690 87 760 85 1 Coffee Colquitt 5,600 9,100 4,040 72 7,500 82 5,190 93 7,940 87 Madison 3,800 2,280 60 3,440 91 I Columbia 3,700 3,090 84 3,190 86 Manatee Marion 27,700 16,300 24,610 89 12,590 77 25,040 90 14,800 91 i Cook Coweta 3,200 8,000 2,390 75 6,490 81 2,940 92 7,340 92 Martin 6,400 5,370 84 5,790 90 1 Crawford 1,400 870 62 1,180 84 Monroe 14,800 10,650 72 13,700 93 Crisp 5,000 3,630 73 4,330 87 Nassau 4,900 4,230 86 4,470 91 1 Dade 2,300 1,980 86 2,010 88 Okaloosa 18,500 16,420 89 17,450 94 1 Dawson 1,000 760 76 880 88 Okeechobee 2,000 1,680 84 1,630 81 i Decatur 6,600 5,200 79 5,830 88 Orange 91,100 82,120 90 77,250 85 § De Kalb 82,500 78,090 95 78,540 95 Osceola 7,500 6,170 82 6,680 89 | Dodge 4,300 3,260 76 3,840 89 Palm Beach 85,300 74,160 87 75,830 89 § 1 Dooly 2,900 2,140 74 2,650 91 Pasco 13,600 11,600 85 11,780 87 = Dougherty 21,900 18,640 85 19,580 89 42 SPONSOR /l 7 DECEMBER 1962 TOTAL TELEVISION RADIO TOTAL TELEVISION RADIO COUNTY HOMES HOMES °0 HOMES % COUNTY HOMES HOMES °0 HOMES °0 Douglas 4,700 4,190 89 4,240 90 Pike 1,800 1,320 73 1,610 89 Early 3,200 2,270 71 2,600 81 Polk 7,800 6,700 86 7,080 91 Echols 500 320 63 440 88 Pulaski 2,300 1,640 72 1,950 85 Effingham 2,500 1,990 80 2,190 87 Putnam 2,000 1,550 77 1,760 88 Elbert 5,000 4,260 85 4,420 88 Quitman 600 400 66 570 94 Emanuel 4,800 3,500 73 4,340 90 Rabun 2,000 1,540 77 1,810 91 Evans 1,900 1,550 82 1,640 86 Randolph 2,800 1,890 68 2,490 89 Fannin 3,600 2,760 77 3,370 94 Richmond 36,500 32,520 89 33,000 90 Fayette Floyd 2,100 20,000 1,780 17,580 85 88 1,900 18,840 91 94 Rockdale Schley 2.800 800 2,400 590 86 74 2,560 92 680 85 Forsyth Franklin 3,400 3,700 3,070 3,190 90 86 3,170 3,320 93 90 Screven Seminole 3,500 1,700 2,480 1,300 71 76 2,920 83 1,530 90 Fulton 170,300 154,850 91 159,910 94 Spalding 10,400 9,010 87 9,700 93 Gilmer Glascock Glynn 2,300 600 12,700 1,740 470 10,840 75 78 85 1,950 500 11,680 85 84 92 Stephens Stewart Sumter Talbot 5,200 1,800 6,700 1,700 4.230 1,060 4,660 1,180 81 59 70 70 4,830 93 1,450 81 5,820 87 1,340 79 Gordon 5,500 4,780 87 5,080 92 I Grady 4,800 3,840 80 4,220 88 Taliaferro Tattnall 800 3,600 540 2,810 68 78 670 84 3,110 86 Greene 2,800 2,030 72 2,500 89 Taylor 2,100 1,540 73 1,760 84 Gwinnett 12,500 11,290 90 11,600 93 Telfair 3,100 1,900 61 2,870 93 Habersham 5,000 4,040 81 4,650 93 Terrell 3,200 2,270 71 2,770 87 Hall 14,500 12,740 88 13,460 93 Hancock 2,200 1,300 59 1,830 83 Thomas Tift 9,400 6,300 7,640 4,800 81 76 8,000 85 5,660 90 Haralson 4,200 3,550 85 3,730 89 Toombs 4,500 3.040 67 4,160 92 Harris 2,800 2,190 78 2,350 84 Towns 1,100 900 82 1,040 95 Hart 4,200 3,600 86 3,740 89 Treutlen 1,600 1,070 67 1,530 96 Heard 1,300 1,020 79 1,190 92 Henry 4,500 3,700 82 4,020 89 Troup Turner 12,900 2,200 10,480 1,660 81 75 11,570 90 1,900 86 Houston 11,200 9,990 89 10,090 90 Twiggs 1,800 1,260 70 1,540 86 Irwin 2,300 1,700 74 1,990 87 Union 1,700 1,350 80 1,640 97 Jackson 5,100 4,280 84 4,720 93 Upson 6,700 5,620 84 6,060 90 Jasper 1,500 1,060 71 1,310 88 Jeff Davis 2,200 1,600 73 1,980 90 Walker Walton 13,100 5,500 11,780 4,630 90 84 11,960 91 5,130 93 Jefferson 4,300 3,180 74 3,640 85 Ware 10,000 8,110 81 9,030 90 Jenkins 2,300 1,740 76 2,010 87 Warren 1,700 1190 70 1,510 89 Johnson 2,100 1,640 78 1,860 89 Washington 4,800 3,010 63 4,250 89 Jones 2,100 1,620 77 1,890 90 Lamar 2,800 2,270 81 2,410 86 Wayne Webster 4,900 800 3.940 430 80 54 4,280 87 690 87 Lanier 1,300 900 69 1.210 93 Wheeler 1,300 820 63 1.250 97 Laurens 8,700 6,540 75 7,830 90 White 1,800 1,400 78 1,640 91 Lee 1,400 1,020 73 1,280 91 Whitfield 12,300 10,930 89 11,510 94 Liberty 3,700 2,910 79 3,230 87 Lincoln 1,400 1,090 78 1,180 85 Wilcox Wilkes 2,000 3.000 1,510 2,010 75 67 1,720 86 2,680 89 Long 1,000 720 72 770 77 Wilkinson 2,400 1,790 75 2,200 92 Lowndes 14,100 11,040 78 13,080 93 Worth 4.000 3,090 77 3.250 81 Lumpkin 1,800 1,530 85 1,680 94 STATE TOTAL 1,110,200 942,420 1,013,269 McDuffie 3,500 2,810 80 3,230 92 Mcintosh 1,700 1,230 72 1.510 89 HAWAII Hawaii 15,300 11,460 74 13,740 90 Macon 3,200 2,200 69 2,620 82 Honolulu 126,400 115,010 91 120.710 96 Madison 3,100 2,500 81 2,840 92 Kauai 8.000 3,050 37 7.650 96 Marion 1,300 760 58 1,110 85 Maui 10,800 9,030 83 10,010 93 Meriwether 4,900 3,770 77 4,390 90 STATE TOTAL 160,500 138,550 152,110 Miller 1,800 1,250 69 1,540 86 Mitchell 4,800 3,510 73 4,090 85 IDAHO Monroe 2,600 2,070 80 2,260 87 Ada 30,100 27,800 92 29.020 96 Montgomery 1,500 890 60 1,390 93 Adams 900 710 79 830 92 Morgan 2,600 1,950 75 2,280 88 Bannock 14,200 12,830 90 13,650 96 Murray 2,800 2,240 80 2,550 91 Bear Lake Benewah 2,000 1,900 1,710 1,680 86 89 1,940 97 1,780 94 Muscogee 45,300 40,480 89 41,450 92 Newton 5,800 4,930 85 5,330 92 Bingham 7,500 7,070 94 7,260 97 Oconee 1,700 1,550 91 1,620 96 Blaine 1,400 1,140 82 1.210 86 Oglethorpe 1,900 1,420 75 1,700 89 Boise 500 430 86 490 98 Paulding 3,700 3,290 89 3,230 87 Bonner Bonneville 4,800 13,600 4,150 12,870 87 95 4,570 95 13,290 98 Peach 3,600 2,920 81 3,190 89 Pickens 2,500 2,100 84 2,260 90 Boundary 1,700 1,350 79 1,500 88 Pierce 2,400 1,770 74 2,210 92 Butte 900 840 93 850 95 SPONSOR/17 DECEMBER 1962 43 \DAHO I continued TOTAL TELEVISION RADIO = TOTAL TELEVISION RADIO COUNTY HOMES HOMES % HOMES % 1 COUNTY HOMES HOMES % HOMES % Camas 300 280 93 300 100 Hamilton 3,200 2,430 76 3,090 91, Canyon 17,500 15,520 89 16,840 96 I Hancock 7,800 7,190 92 7,540 9i| Caribou 1,600 1,350 85 1,570 98 i Hardin 1,800 1,580 88 1,640 91 Cassia 4,500 4,140 92 4,320 96 | Henderson 2,600 2,320 89 2,420 93 Clark 300 270 90 270 89 | Henry 16,000 15,060 94 15,440 971 Clearwater 2,600 2,210 85 2,420 93 I Iroquois 10,500 9,530 91 10,020 95( Custer 900 660 74 800 89 1 Jackson 13,000 11,330 87 12,190 94 Elmore 4,800 4,400 92 4,520 94 i Jasper 3,500 3,000 86 3,420 98 Franklin 2,100 1,850 88 2,060 98 I Jefferson 10,300 8,920 87 9,890 96 Fremont 2,400 2,240 93 2,340 98 n Jersey 5,100 4,580 90 4,900 96 Gem 2,800 2,490 89 2,740 98 j Jo Daviess 6,500 5,640 87 6,320 97 Gooding 2,700 2,430 9G 2,610 97 1 Johnson 2,200 1,860 85 2,130 97 Idaho 4,000 3,080 77 3,840 96 1 Kane 62,900 59,130 94 59,880 95 Jefferson 2,900 2,810 97 2,810 97 1 Kankakee 25,100 23,350 93 23,570 94 Jerome 3,300 3,050 93 3,170 96 1 Kendall 5,400 5,150 95 5,210 97 Kootenai 9,700 9,040 93 9,350 96 1 Knox 19,600 18,520 95 18,870 96 Latah 6,200 5,240 84 5,970 96 s Lake 84,700 81,500 96 81,650 96 33,620 97 1 5,560 93 1 Lemhi 1,800 1,170 65 1,760 98 I La Salle 34,800 31,850 92 Lewis 1,400 1,250 89 1,330 95 1 Lawrence 6,000 5,330 89 Lincoln 1,000 880 88 920 92 1 Lee 10,600 9,860 93 10,080 95 Madison 2,300 2,170 94 2,240 97 1 Livingston 12,000 10,730 89 11,510 96 Minidoka 4,100 3,610 88 3,860 94 1 Logan 9,400 8,590 91 9,120 97 Nez Perce 8,800 7,910 90 8,460 96 I McDonough 9,100 8,330 92 8,640 95 Oneida 1,000 900 90 950 95 1 McHenry 26,600 25,670 97 25,780 97 I Owyhee 1,900 1,710 90 1,780 94 = McLean 26,500 24,040 91 25,230 95 Payette 3,900 3,490 89 3,720 95 1 Macon 38,600 35,840 93 36,130 94 Power 1,200 970 81 1,140 95 § Macoupin 14,200 13,020 92 13,520 95 Shoshone 6,200 5,470 88 6,020 97 1 Madison 70,300 66,050 94 66,640 95 I Teton 700 680 97 640 92 1 Marion 12,900 11,630 90 12,140 94 i Twin Falls Valley Washington STATE TOTAL 12,900 1,000 2,600 198,900 11,990 790 2,190 178,820 93 79 84 12,450 97 940 94 2,530 97 191,060 1 Marshall Mason Massac Menard 4,200 5,000 4,700 3,000 3,770 4,600 4,040 2,650 90 92 86 88 4,090 97 4,700 94 4,240 90 2,820 94 = Mercer 5,400 5,080 94 5,170 96 ILLINOIS 1 Monroe 4,700 4,270 91 4,480 95 Adams 22,000 20,540 93 21,230 97 § Montgomery 10,300 9,270 90 9,850 96 Alexander 5,000 4,100 82 4,340 87 1 Morgan 10,600 9,360 88 9,860 93 Bond 4,500 3,830 85 4,240 94 i Moultrie 4,200 3,650 87 3,730 89 Boone 6,400 5,890 92 6,180 97 1 Brown 2,100 1,830 87 1,990 95 i Ogle 12,200 11,290 93 11,680 96 §§ Peoria 59,000 54,690 93 56,050 95 Bureau 12,000 11,090 92 11,380 95 I Perry 6,100 5,320 87 5,730 94 Calhoun 1,900 1,680 88 1,840 97 1 Piatt 4,700 4,400 95 4,390 94 Carroll 6,100 5,640 92 5,780 95 i Pike 6,800 6,050 89 6,410 94 Cass 4,800 4,260 89 4,500 94 I Champaign 37,900 34,620 91 35,550 94 1 Pope 1,300 1,010 78 1,200 92 E Pulaski 3,100 2,500 81 2,810 91 Christian 11,800 10,790 91 11,100 94 i Putnam 1,500 1,280 85 1,430 96 Clark 5,500 4,850 88 5,040 92 1 Randolph 8,500 7,750 91 8,060 95 Clay 5,100 4,110 81 4,950 97 s Richland 5,100 4,330 85 4,800 94 Clinton 6,900 6,330 92 6,530 95 I Coles 13,900 12,690 91 13,050 94 = Rock Island 47,400 45,250 95 45,930 97 § St. Clair 81,500 75,270 92 76,120 93 Cook 1,639,400 1,528,580 93 1,563,990 95 § Saline 8,800 7,740 88 8,290 94 Crawford 7,000 6,380 91 6,540 93 g Sangamon 48,800 44,140 90 46,510 95 Cumberland 3,200 2,770 87 2,880 90 1 Schuyler 2,900 2,630 91 2,760 95 De Kalb 15,600 14,550 93 15,160 97 1 De Witt 5.700 5,200 91 5,450 96 I Scott 2,000 1,870 94 1,920 96 = Shelby 7,400 6,350 86 6,960 94 Douglas 6,300 5,770 92 5,820 92 1 Stark 2,500 2,320 93 2,400 96 Du Page 95,300 91,880 96 92,920 98 1 Stephenson 14,800 13,600 92 14,190 96 Edgar 7,600 6,900 91 7,270 96 1 Tazewell 31,500 29,500 94 30,050 95 Edwards 2,600 2,110 81 2,440 94 1 Effingham 6,900 5,760 84 6,670 97 i Union 5,000 4,460 89 4,750 95 1 Vermilion 31,000 28,490 92 28,740 93 Fayette 6,600 5,710 87 6,410 97 1 Wabash 4,400 3,820 87 4,070 93 Ford 5,200 4,780 92 5,020 97 1 Warren 6,800 6,320 93 6,590 97 Franklin 13,100 11,480 88 12,210 93 I Washington 4,400 3,770 86 4,230 96 Fulton 13,800 12,580 91 13,040 95 = Gallatin 2,400 1,910 79 2,160 90 1 Wayne 6,100 4,800 79 5,820 95 | White 6,200 4,860 78 5,820 94 Greene 5,600 5,120 91 5,360 96 = Whiteside 18,700 17,370 93 17,910 96 Grundy 7,000 6,600 94 6,680 95 i Will 57,300 54,290 95 54,320 95 44 SPONSOR/ 17 DECEMBER 1962 Chi-ca-go . . . that toddling town Composers hear the tempo of Chicago and set it to music. And out of that tempo, out of the vitality of a city's life — from the rough and tumble of ward politics to the culture and serenity of its famed Art Institute — WNBQ creates community service pro- gramming giving depth and significance to the multi-colored tapestry that is Chicago. For example. All Chicago examined its conscience in "The House on Congress Parkway," a dramatic documentary on racial problems. The prime-time "Dateline: Chicago" series mirrored a city's pride with "One Palace, F.O.B. Chicago," a colorful, vivid preview of the Versailles art exhibit; entertained with a vicarious, rollicking visit to the city's "Kev Clubs," Chicago's latest contribution to the lighter side of American life and, with "Flowers Before Bread," illuminated the little known good work of The Little Brothers of the Poor in the spiritual and physical needs of Chicago's aged. WNBQ programming continues to reflect issues and events that affect and mold the life of Chicago. its four million citizens and to provide a unique spark of community interest. WNBQ-5 NBC OWNED. REPRESENTED BY NBC SPOT SALES. SPONSOR/ 17 DECEMBER 1962 45 WHO-TV's FIGURES "STACK UP"! The Nielsen '61 map shows how WHO-TV covers Central Iowa, plus — but take a look at the market-data figures for this 42- county area: TV Homes 290,560 Households 328,590 CSI $1,914,739,000 Farm Households 72,994 Gross Farm Income. . . .$1,006,961,000 Food Sales $ 295,009,000 Gen. Merch. Sales $ 136,641,000 Home Furn. Sales $ 57,579,000 Automotive Sales $ 241,026,000 Gas Station Sales $ 119,710,000 Drug Sales $ 43,530,000 Total Ret. Sales $1,377,012,000 (Sources: May, '62 SRDS: Iowa Annual Farm Census, 1960: June 10, 1962 Sales Management.) Get your share of this great market — most economically. WHO-TV offers you lowest costs-per-thousand on many great spot buys. Ask Peters, Griffin, Woodward, Inc. DTV W OTV U JO-TV PI ilOTV Jhotv jOHOTV rUIHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV UJHOTV CHANNEL 13 • DES MOINES UJHOTV PETERS, GRIFFIN, WOODWARD, INC., National Representatives 46 SPONSOR/ 17 DECEMBER 1962 ILLINOIS/ continued TOTAL TELEVISION RADIO TOTAL TELEVISION RADIO COUNTY HOMES HOMES % HOMES % COUNTY Pike HOMES 4,100 HOMES 3,500 °0 85 HOMES 3,690 % Williamson 15,400 13,730 89 14,320 93 90 Porter 18,100 17,020 94 17,100 95 Winnebago 66,800 62,760 94 62,590 94 Posey 5,900 5,000 85 5,460 93 Woodford 7,500 6.680 89 7,150 95 STATE TOTAL 3,178,000 2,947,640 3,026,810 Pulaski 3,800 3,230 85 3,640 96 Putnam 7,000 6,440 92 6,350 91 INDIANA Randolph 9,200 8.400 91 8,430 92 Adams 7,300 6,610 91 7,020 96 Ripley 6,100 5.410 89 5,640 92 Allen 72,000 67,270 93 67,460 94 Rush 6,100 5,760 94 5,580 91 Bartholomew 15,300 14,200 93 14,210 93 Benton 3,400 3.100 91 3,180 93 St. Joseph 72.500 68,210 94 67,570 93 Blackford 4,600 4,240 92 4,330 94 Scott 4,500 3,870 86 3.940 88 Shelby 11,000 10,330 94 10,310 94 Boone 8,900 8,340 94 8,220 92 Spencer 4,600 4,050 88 4,210 92 Brown 2,100 1,940 92 1,830 87 Starke 5,300 4,780 90 4,790 90 Carroll 5,400 5,010 93 5,070 94 Cass 12,500 11,330 91 11,840 95 Steuben 5,300 4,910 93 5,020 95 Clark 18,800 17,410 93 17,280 92 Sullivan 7,200 6,530 91 6,160 86 Switzerland 2,200 1,870 85 2.110 96 Clay 8,100 7,490 92 7,110 88 Tippecanoe 25,900 23.110 89 24.710 95 Clinton 9,900 9,240 93 9,100 92 Tipton 4,900 4,610 94 4,510 92 Crawford 2,500 2,030 81 2,200 88 Daviess 8,000 6,880 86 7,050 88 Union 1,900 1,680 88 1,770 93 Dearborn 8,700 8,070 93 8,220 95 Vanderburgh 51,000 46,450 91 46,560 91 Vermillion 5.900 5,440 92 5,260 89 Decatur 6,200 5,630 91 5,530 89 Vigo 34,700 32.050 92 31,680 91 De Kalb 8,600 8,100 94 8,060 94 Wabash 10,300 9,090 88 9,550 93 Delaware 34,600 32,450 94 31,660 92 Dubois 7,700 6,630 86 7,260 94 Warren 2,600 2,300 88 2,400 92 Elkhart 33,700 30,430 90 31,370 93 Warrick 7,100 6,320 89 6,420 90 Washington 5,500 4,720 86 5,100 93 Fayette 7,500 6,920 92 6,750 90 Wayne 22,700 21,000 93 21,500 95 Floyd 16,000 15,030 94 14,860 93 Wells 6,600 5,990 91 6,210 94 Fountain 6,100 5,600 92 5,540 91 Franklin 4,600 3,990 87 4,370 95 White 6,300 5,720 91 5,950 94 Fulton 5,500 5,030 91 5.150 94 Whitley 6,400 5,970 93 6,180 97 Gibson 9,400 8,490 90 8,700 93 STATE TOTAL 1,443,900 1,334,860 1,338.030 Grant Greene Hamilton Hancock 23,500 8,900 12,800 8,600 21,510 7,990 12,080 8,090 92 90 94 94 21,810 7,730 12,100 8,080 93 87 1 95 94 IOWA Adair Adams Allamakee 3,500 2,300 4,500 3,240 1,960 4,060 93 85 90 3,380 2,240 4.420 97 97 98 Harrison 5,600 5,020 90 5,300 95 Appanoose 5.300 4,620 87 5,030 95 Hendricks 13,000 12,270 94 12,230 94 Audubon 3,400 3,160 93 3,350 98 Henry 15,100 14,090 93 13,920 92 Benton 7,200 6,750 94 6,960 97 Howard 21,900 20,500 94 20,100 92 Black Hawk 37.300 35.200 94 35,960 96 Huntington 10,700 10,040 94 10,050 94 Boone 8.500 7,930 93 8.140 96 Jackson 9,400 8,660 92 8,850 94 Bremer 6,200 5,650 91 6,010 97 Jasper 5,300 4,800 91 5,010 95 Buchanan 6,000 5,470 91 5,770 96 Jay 7,200 6,370 88 6,670 93 Buena Vista 6.600 6,060 92 6,420 97 Jefferson 6,900 6,190 90 6,470 94 Butler 5.400 4,810 89 5,200 96 Jennings 4,500 4,030 90 4,100 91 Calhoun 4,900 4,470 91 4.850 99 Johnson 13,800 13,220 96 12,900 94 Carroll 6,700 6,290 94 6.610 99 Knox 13,300 12,130 91 12,120 91 Cass 6,000 5,480 91 5,840 97 Kosciusko 13,200 12,050 91 12,420 94 Cedar 5,500 5,110 93 5.370 98 Lagrange 4,800 3,810 79 4,080 85 Cerro Gordo 15,700 14,640 93 15,120 96 Lake 155,300 146,280 94 145,050 93 Cherokee 5,300 4,850 92 5,080 96 La Porte 28,500 27,030 95 26,880 94 Chickasaw 4.300 3,900 91 4,150 96 Lawrence 11,500 10,560 92 10,590 92 Clarke 2,800 2,490 89 2,720 97 Madison 39,500 37,340 95 36,020 91 Clay Clayton 5,800 5,110 88 5,710 98 Marion 222,400 208,610 94 205,940 93 6,700 5,810 87 6,590 98 Marshall 10,000 9,120 91 9,110 91 Clinton 17,000 16,090 95 16,410 97 Martin 2,900 2,560 88 2,530 87 Crawford 5,600 5.180 92 5,440 97 Miami 12,800 11,660 91 11,920 93 Dallas 7,800 7.230 93 7,460 96 Monroe 17,400 15,280 88 16,040 92 Davis 2,800 2,520 90 2.660 95 Montgomery 10,600 9,910 93 9,850 93 Decatur 3,200 2,610 82 3,070 96 Morgan 10,300 9,580 93 9,450 92 Delaware 5,200 4.740 91 5,030 97 Newton 3,500 3,190 91 3,260 93 Des Moines 14,600 13,510 93 13,930 95 Noble 8,700 7,890 91 8.270 95 Dickinson 4,000 3.490 87 3.920 98 Ohio 1,300 1,230 95 1,200 92 Dubuque Emmet 21,800 19.590 90 21.280 98 Orange 5,100 4,450 87 4,610 90 4,500 3.640 81 4.310 96 Owen 3,700 3.360 91 3,420 93 Fayette 8,500 7,780 92 8.360 98 Parke 4,800 4,460 93 4,330 90 Floyd 6.500 5.920 91 6,210 96 Perry 5,000 4,280 86 4,450 89 Franklin 4,800 4.480 93 4.670 97 SPONSOR/ 17 DECEMBER 1962 47 \OWk! continued TOTAL TELEVISION RADIO = TOTAL TELEVISION RADIO COUNTY HOMES HOMES % HOMES % 1 COUNTY HOMES HOMES % HOMES % Fremont 3,300 3,110 94 3,160 96 Anderson 2,900 2,510 87 2,690 93 Greene 4,600 4,320 94 4,490 98 1 Atchison 6,300 5,840 93 5,800 92 Grundy 4,500 4,220 94 4,390 98 g Barber 2,800 2,380 85 2,660 95 Guthrie 4,400 4,010 91 4,270 97 i Barton 10,200 9,590 94 9,660 95 Hamilton 6.400 5,910 92 6,180 97 g g Bourbon 5,500 4,810 88 5,150 94 Hancock 4,400 4,020 91 4,250 97 1 Brown 4,400 3,870 88 4,230 96 Hardin 7,400 6,830 92 7,220 98 1 Butler 12,600 11,540 92 12,000 95 Harrison 5.400 4.940 92 5,110 95 = Chase 1,300 1,080 83 1,240 96 Henry 5,500 4,680 85 5,270 96 I Chautauqua 2,100 1,850 88 1,940 93 Howard 3,800 3,160 83 3,630 96 i = Cherokee 7,300 6,670 91 6,520 89 Humboldt 4,000 3,590 90 3,960 99 = Cheyenne 1,400 1,210 87 1,370 98 Ida 3,300 3,050 92 3,160 96 1 Clark 1,200 1,090 91 1,170 98 Iowa 5,000 4,520 90 4,800 96 1 Clay 3,600 2,830 79 3,500 97 Jackson 6,200 5,560 90 5,950 96 | Cloud 4,600 3,680 80 4,440 97 Jasper 11,500 10,770 94 11,190 97 | Coffey 2,800 2,200 79 2,710 97 Jefferson 4,900 4,350 89 4,730 97 1 Comanche 1,000 780 78 980 98 Johnson 15,800 13,920 88 15,250 97 1 Cowley 12,200 10,870 89 11,420 94 Jones 6,000 5,590 93 5,800 97 1 Crawford 12,800 11,600 91 11,780 92 Keokuk 4,900 4,270 87 4,660 95 1 Decatur 1,900 1,650 87 1,870 98 Kossuth 7,100 6,600 93 6,910 97 § Dickinson 7,200 6,260 87 7,060 98 Lee 13,500 12,480 92 12,870 95 | Doniphan 2,900 2,560 88 2,740 94 Linn 45,000 42,480 94 43,520 97 i Douglas 13,100 11,450 87 12,620 96 Louisa 3,200 2,880 90 3,100 97 I Edwards 1,700 1,520 89 1,650 97 Lucas 3,600 3,040 84 3,400 95 | Elk 1,700 1,370 81 1,580 93 Lyon 4,200 3,710 88 4,000 95 I Ellis 6,000 5,500 92 5,930 99 Madison 3,900 3,670 94 3,810 98 | Ellsworth 2,400 2,030 84 2,250 94 Mahaska 7,500 6,700 89 7,190 96 i Finney 4,800 4,320 90 4,680 98 Marion 7,700 7,020 91 7,460 97 | Ford 6,500 5,920 91 6,310 97 Marshall 12,200 11,650 96 11,880 97 = Franklin 6,500 5,760 89 6,000 92 Mills 3,500 3,230 92 3,360 96 i Geary 8,100 7,300 90 7,520 93 Mitchell Monona Monroe Montgomery 4,200 4,300 3,200 4,900 3,840 3,900 2,890 4,470 91 91 90 91 4,050 4,120 2,990 4,770 97 96 93 97 1 Gove Graham Grant Gray 1,200 1,700 1,400 1,200 950 1,510 1,230 1,060 79 89 88 89 1,190 99 1,660 98 1,280 91 1,100 91 Muscatine 11,100 10,390 94 10,550 95 | Greeley 600 520 86 590 98 Obrien Osceola Page Palo Alto 5,800 3,000 6,600 4,100 5,410 2,690 5,900 3,430 93 90 89 84 5,660 2,970 6,380 4,070 98 99 97 99 | Greenwood Hamilton Harper Harvey 3,600 1,000 3,300 8,400 3,070 790 2,920 7,350 85 79 89 88 3,390 94 910 91 3,120 95 7,930 94 Plymouth 6,900 6,420 93 6,630 96 1 Haskell 800 720 90 740 92 Pocahontas Polk Pottawattamie Poweshiek 4,100 87,400 26,100 5,800 3,700 82,180 24,270 5,320 90 94 93 92 3,990 83,820 24,800 5,620 97 96 95 97 | Hodgeman Jackson Jefferson Jewell 900 3,400 3,500 2,300 740 2,940 3,080 1,700 83 86 88 74 890 98 3,210 95 3,360 96 2,270 99 Ringgold 2,500 2,280 91 2,450 98 | Johnson 46,000 44,240 96 44,670 97 Sac Scott Shelby Sioux 5,300 36,900 4.500 7,500 4,770 34,740 4,190 6,390 90 94 93 85 5,110 35,240 4,430 7,380 96 96 99 98 1 Kearny Kingman Kiowa Labette 900 3,100 1,500 8,800 810 2,870 1,170 7,750 90 93 78 88 890 99 2,890 93 1,410 94 7,970 91 Story 14,600 13,420 92 14,160 97 1 Lane 900 800 89 870 97 Tama Taylor Union Van Buren 6,700 3,400 4,400 3,100 6,120 2,860 3,940 2,690 91 84 90 87 6,470 3,330 4,330 2,920 97 98 98 94 1 Leavenworth Lincoln Linn Logan 12,800 1,800 2,800 1,200 11,860 1,430 2,430 960 93 79 87 80 12,060 94 1,770 98 2,620 94 1,160 96 Wapello 14,600 13,500 92 13,430 92 1 Lyon 8,500 7,070 83 8,130 96 Warren Washington Wayne Webster 6,400 6,000 3,400 15,200 5,980 5,210 2,890 14,020 93 87 85 92 6,170 5,590 3,290 14,880 96 93 97 98 1 McPherson Marion Marshall Meade 7,600 4,700 5,200 1,700 6,290 3,940 4,310 1,640 83 84 83 96 7,200 95 4,440 94 4,980 96 1,640 97 Winnebago 4,000 3,670 92 3,840 96 I Miami 6,000 5,600 93 5,680 95 Winneshiek 6,000 5,270 88 5,860 31,280 3,010 98 §1 Mitchell 2,800 2,280 81 2,700 97 Woodbury Worth 33,600 3,100 31,480 2,830 94 91 93 97 J Montgomery Morris 15,200 2,400 13,250 2,000 87 83 14,270 94 2,300 96 Wright 6,100 5,660 93 5^870 96 fz Morton 1,000 830 83 920 92 STATE TOTAL 853,700 784,840 822,100 1 Nemaha 3,800 3,370 89 3,540 93 §1 Neosho 6,400 5,680 89 6,000 94 KANSAS n Ness 1,700 1,480 87 1,620 95 Allen 5,500 4,620 84 5,140 93 I Norton 2,600 2,240 86 2,490 96 48 SPONSOR/ 17 DECEMBER 1962 TOTAL TELEVISION RADIO = TOTAL TELEVISION RADIO COUNTY HOMES HOMES % HOMES % COUNTY HOMES HOMES % HOMES % Osage 4,200 3,690 88 3,950 94 Edmonson 2,200 1,520 69 1,990 90 Osborne Ottawa Pawnee Phillips 2,400 2,300 2,900 2,900 1,900 1,820 2,580 2,250 79 79 89 78 2,310 2,270 2,740 2,790 96 99 95 96 Elliott Estill Fayette Fleming 1,500 3,500 40,600 3,200 1,250 1,900 35,740 2,470 83 54 88 77 1,230 82 3,220 92 38,570 95 2,920 91 Pottawatomie 3,600 3,120 87 3,420 95 Floyd 9,200 7,240 79 8,180 89 Pratt Rawlins 4,100 1,600 3,710 1,370 90 85 3,800 1,540 93 96 Franklin Fulton 9,000 3,200 7,860 2,640 87 83 8,470 94 2,880 99 Reno Republic 19,300 3,300 17,920 2,760 93 84 18,100 3,210 94 97 Gallatin Garrard 1,200 3,000 1,040 2,290 86 76 1,080 90 2,840 95 Rice 4,400 4,040 92 4,120 94 Grant 2,900 2,440 84 2,670 92 Riley Rooks 11,000 3,000 9,470 2,670 86 89 10,540 2,810 96 94 Graves Grayson 9,700 4,400 8,490 3,270 88 74 8,770 90 4,030 92 Rush 1,900 1,700 89 1,810 96 Green 3,400 2,540 75 3,130 92 Russell 3,600 3,130 87 3,450 96 Greenup 8,100 7,190 89 7,320 90 Saline 17,700 16,100 91 16,760 95 Hancock 1,600 1,250 78 1,340 84 Scott 1,600 1,400 88 1,570 98 Hardin 14,300 12,870 90 13,330 93 Sedgwick Seward 112,300 5,200 104,900 4,580 93 88 106,350 4,860 95 93 Harlan Harrison 11,700 4,300 8,860 3,660 76 85 10,640 91 4,120 96 Shawnee 46,300 42,920 93 44,080 95 Hart 4,100 3,360 82 3,840 94 Sheridan 1,200 1,020 85 1,200 100 Henderson 10,400 9,020 87 9,310 90 Sherman 2,200 1,940 88 2,160 98 I Henry 3,400 2,840 83 3,220 95 Smith 2,600 2,230 86 2,520 97 Hickman 2,000 1,710 85 1,830 92 Stafford 2,500 2,220 89 2,410 96 Hopkins 11,700 9,590 82 10,670 91 Stanton 600 470 78 590 98 1 Jackson 2,600 1,190 46 2,420 93 Stevens 1,300 990 76 1,240 95 Jefferson 186,400 173,480 93 174,280 94 Sumner 8,500 7,650 90 8,080 95 Jessamine 3,800 2,810 74 3,550 93 Thomas 2,300 1,850 80 2,230 97 i Johnson 4,900 3,830 78 4,460 91 Trego 1,600 1,320 83 1,550 97 1 Kenton 37,100 35,250 95 35,130 95 Wabaunsee 2,200 1,810 82 2,160 98 I Knott 3,700 2,050 56 3,180 86 Wallace 600 490 81 580 97 Knox 6,000 4,010 67 5,580 93 Washington 3,400 2,750 81 3,200 94 1 Larue 3,000 2,510 84 2,730 91 Wichita 800 640 80 790 98 I Laurel 6,400 4,390 69 5,860 92 Wilson 4,400 3,600 82 4,220 96 Lawrence 3,100 2,560 83 2,640 85 Woodson 1,800 1,430 79 1,730 96 Lee 1,800 870 48 1,650 92 Wyandotte 57,100 53,060 93 52,650 92 Leslie 2,100 380 42 1,900 90 STATE TOTAL 692,700 623,040 656,260 i Letcher 6,800 4,540 67 6,050 89 KENTUCKY Adair Allen 4,000 3,700 2,530 2,980 63 81 3,640 3,430 91 i 93 Lewis Lincoln Livingston 3,500 4,500 2,200 2,590 3,200 1,830 74 71 83 3,200 92 4,230 94 1,890 86 Anderson 2,700 2,360 87 2,570 95 Logan 6,200 5,210 84 5,520 89 Ballard 2,700 2,380 88 2,340 87 Lyon 1,500 1,170 78 1,300 87 Barren 8,500 7,070 83 7,820 92 McCracken 18,700 16,830 90 16,900 90 Bath Bell 2,600 8,300 1,770 6,330 68 76 2,400 7,350 92 89 McCreary McLean 2,600 2,800 1,600 2,340 61 84 2,280 88 2,490 89 Boone 6,600 6,220 94 6,300 95 Madison 9,500 7,030 74 8,990 95 Bourbon 5,400 4,540 84 5,040 93 I Magoffin 2,500 1,650 66 2,250 90 Boyd 15,300 14,270 93 14,140 92 Marion 4,100 3,560 87 3,760 92 Boyle Bracken 6,000 2,200 4,910 1,920 82 87 5,600 2,020 93 92 1 Marshall Martin 5,400 2,200 4,830 1,500 89 68 4,950 92 1.710 78 Breathitt 3,200 1,430 45 2,980 93 Mason 5,600 4,700 84 5,230 93 Breckinridge 4,200 3,380 80 3,570 85 Meade 5,400 4,960 92 5,080 94 Bullitt 4,500 4,030 90 4,040 90 Menifee 1,100 740 67 970 88 Butler Caldwell 2,600 4,200 2,010 3,110 77 74 2,260 3,680 87 y 88 Mercer Metcalfe 4,600 2,400 3,700 1,840 81 77 4,430 96 2.180 91 Calloway 6,600 5,600 85 6,250 95 Monroe 3,300 2,720 82 2,990 91 Campbell 26,400 25,080 95 25,210 96 Montgomery 4,000 2,740 69 3,830 96 Carlisle 1,900 1,720 90 1,600 84 Morgan 2,800 1,900 68 2,430 87 Carroll Carter 2,400 5,300 2,040 4,220 85 80 2,060 4,660 86 88 Muhlenberg Nelson 7,800 5,400 6,560 4,690 84 87 6,920 89 5,040 93 Casey 3,600 2,290 64 3,340 93 Nicholas 2,000 1,510 75 1,860 93 Christian 15,000 12,870 86 13,830 92 Ohio 5,100 4,080 80 4,350 85 Clark 6,600 5,340 81 6,220 94 Oldham 3,100 2,800 90 2,870 93 Clay Clinton 4,500 2,300 2,600 1,580 58 69 4,070 2,160 91 94 Owen Owsley 2,500 1,300 1,980 480 79 37 2,200 88 1,090 84 Crittenden 2,700 2,110 78 2,330 86 Pendleton 3,000 2,740 91 2.780 93 Cumberland 2,100 1,380 66 1,940 92 Perry 7,400 4,730 64 6.790 92 Daviess 20,900 18,490 88 19,140 92 I Pike 15,400 11,970 78 13,370 87 SPONSOR/ 17 DECEMBER 1962 I!) KENTUCKY l< on turned TOTAL TELEVISION RADIO = TOTAL TELEVISION RADIO COUNTY HOMES HOMES % HOMES % COUNTY HOMES HOMES % HOMES % Powell 1,700 850 50 1,500 88 St Charles 5,700 5,060 89 5,340 94 Pulaski 9,600 6,270 65 9.260 97 St Helena 2,200 1,490 68 1,850 84 Robertson 800 670 84 730 91 St James 4,200 3,470 83 3,690 88| Rockcastle 3,200 1,750 55 2,920 91 St John The Bapt 4,600 3,790 82 4,090 89i Rowan 3,300 2,480 75 3,160 96 St Landry 20,400 15,660 77 17,670 87f Russell 3,000 2,090 70 2,810 94 St Martin 7,200 6,060 84 6,110 851 Scott 4,500 3,690 82 4,280 95 St Mary 13,600 11,900 88 11,850 87 Shelby 5,500 4,860 88 5,050 92 St Tammany 11,200 9,780 87 9,860 88 Simpson 3,500 2,960 85 3,380 97 Tangipahoa 16,400 13,360 81 14,480 88 Spencer 1,600 1,410 88 1,420 89 Tensas 3,000 1,960 65 2,440 81 Taylor 4,800 3,660 76 4,620 96 Terrebonne 15,800 13,840 88 13,840 88 Todd 3,300 2,750 83 2,900 88 Union 4,900 4,120 84 4,370 89 Trigg 2,500 2,080 83 2,150 86 Vermilion 11,400 9,890 87 10,130 89 Trimble 1,400 1,220 87 1,300 93 Vernon 5,400 3,960 73 4,780 89 Union 4,200 3,480 83 3,590 85 Washington 12,700 10,210 80 11,710 92 Warren 13,600 11,520 85 12,550 92 Webster 12,000 10,040 84 10,750 90 Washington 2,900 2,470 85 2,690 93 West Baton Rouge 3,900 3,180 81 3,560 91 Wayne 3,700 1,840 50 3,460 94 West Carroll 3,700 2,880 78 3,120 84 Webster 4,600 3,500 76 3,990 87 West Feliciana 2,200 1,570 72 1,980 90 Whitley 6,700 5,030 75 6,190 92 Winn 4,700 3,480 74 4,200 89 Wolfe 1,600 880 55 1,360 85 STATE TOTAL 934,700 802,690 843,340 Woodford 3,400 2,770 81 3,230 95 I STATE TOTAL 860,600 722,380 793,440 MAINE Androscoggin 26,600 25,120 94 25,270 95 LOUISIANA Aroostook 26,600 23,810 90 25,270 95 Acadia 13,700 11,500 84 12,660 92 Cumberland 56,000 52,830 94 52,700 94 Allen 5,500 4,310 78 4,960 90 Franklin 5,700 4,910 86 5,100 90 Ascension 7,600 5,950 78 6,700 88 Hancock 10,200 9,500 93 8,910 87 Assumption Avoyelles 4,500 10,500 3,430 8,390 76 80 3,680 9,390 82 89 Kennebec Knox 25,900 9,100 23,920 8,050 92 88 23,930 92 8,470 93 Beauregard 5,500 4,080 74 4,840 88 Lincoln 5,800 5,300 91 5,380 93 Bienville 4,600 3,520 77 4,140 90 Oxford 12,800 11,970 94 11,700 91 Bossier 16,400 14,600 89 15,190 93 Penobscot 35,900 33,510 93 32,780 91 Caddo 69,500 61,700 89 64,430 93 = Calcasieu 43,400 39,150 90 39,800 92 Piscataquis Sagadahoc 5,100 7,000 4,690 6,370 92 91 4,520 89 6,450 92 Caldwell 2,400 1,810 76 1,930 81 Somerset 11,600 10,590 91 10,720 92 Cameron 1,900 1,570 83 1,720 90 Waldo 6,700 6,020 90 5,960 89 Catahoula 3,100 2,020 65 2,580 83 Washington 10,000 8,890 89 8,830 88 Claiborne Concordia 5,400 5,800 4,050 4,020 75 69 4,820 4,990 89 86 York STATE TOTAL 30,200 285,200 28,710 264,190 95 28,420 94 264,410 De Soto 6,700 5,020 75 6,050 90 1 East Baton Rouge 66,000 59,760 91 62,370 95 MARYLAND East Carroll 3,600 2,410 67 2,940 82 Allegany 25,500 23,050 90 24,020 94 East Feliciana 3,600 2,470 69 2,960 82 Ann Arundel 57,000 53,970 95 54,720 96 Evangeline 8,800 6,420 73 8,050 92 Baltimore 427,700 415,770 97 416,150 97 Franklin Grant 6,500 3,900 5,180 2,980 80 77 5,690 3,500 88 90 Calvert Caroline 4,100 6,100 3,530 5,190 86 85 3,660 89 5,490 90 Iberia 14,300 12,410 87 12,660 89 Carroll 14,800 13,990 95 14,240 96 Iberville 7,900 6,350 80 6,870 87 Cecil 13,000 12,240 94 11,730 90 Jackson 4,700 3,790 81 4,260 91 Charles 8,300 7,300 88 7,310 88 Jefferson 63,100 58,820 93 58,490 93 Dorchester 9,200 7,820 85 8,770 95 Jefferson Davis 8,400 6,980 83 7,560 90 Frederick 20,900 19,370 93 19,400 93 Lafayette 24,200 21,400 88 21,970 91 Garrett 5,500 4,380 80 4,940 90 Lafourche 15,100 13,410 89 13,140 87 Harford 22,000 20,630 94 20,480 93 La Salle 3,900 3,000 77 3,390 87 Howard 10,300 9,700 94 9,810 95 Lincoln 7,400 6,450 87 6,670 90 Kent 4,700 4,210 90 4,330 92 Livingston 7,500 5,990 80 6,690 89 Montgomery 103,900 99,430 96 100,990 97 Madison 4,400 3,010 68 3,850 87 Prince Georges 107,000 102,850 96 102,080 95 Morehouse 9,000 7,330 81 8,030 89 1 Queen Annes 5,000 4,370 87 4,530 91 Natchitoches 9,200 6,270 68 8,200 89 St Marys 9,500 8,630 91 8,720 92 Orleans 195,000 174,120 89 175,500 90 Somerset 5,800 4,560 79 5,360 92 Ouachita 30,900 27,580 89 28,150 91 Talbot 7,000 6,310 90 6,550 94 Plaquemines Pointe Coupee Rapides 6,000 5,600 31,100 5,260 4,270 27,550 88 76 89 5,260 4,860 27,930 88 87 90 Washington Wicomico 1 Worcester 28,200 15,400 7,300 25,720 13,780 5,760 91 89 79 26,900 95 14,580 95 6,660 91 Red River 2,700 1,900 70 2,340 87 STATE TOTAL 918,200 872,560 881,420 Richland 6,000 4,720 79 5,210 87 I Sabine 5,100 3,310 65 4,580 90 MASSACHUSETTS St Bernard 9,100 8,730 96 8,520 94 I Barnstable 23,700 22,120 93 22,610 95 50 SPONSOR/ 17 DECEMBER 1962 TOTAL TELEVISION RADIO TOTAL TELEVISION RADIO COUNTY HOMES HOMES % HOMES °0 COUNTY HOMES HOMES % HOMES °0 Berkshire 44,100 41,210 93 42,730 97 Marquette 16,400 15.390 94 15,970 97 Bristol 125,900 120,650 96 120,230 96 Mason 6,900 5,830 85 6,580 95 Dukes 2,000 1,680 84 1,910 96 Mecosta 5,800 5,250 90 5,420 93 Essex 178,800 171,240 96 172,010 96 Menominee 7,100 6,580 93 6,750 95 Franklin 17,200 15,240 89 16,510 96 Midland 14,700 14,060 96 14,230 97 Hampden 134,400 126,780 94 128,760 96 Missaukee 1,900 1,610 85 1,740 92 Hampshire 28,500 26,150 92 27,530 97 Monroe 29,300 27,980 95 28,100 96 Middlesex 364,800 348,860 96 355.320 97 Montcalm 11,400 10,620 93 10,680 94 Nantucket 1,200 1,050 88 1,180 99 Montmorency 1,400 1,120 80 1,330 95 Norfolk 152,500 147,100 96 149,300 98 Muskegon 44,300 41,620 94 42,530 96 Plymouth 77,500 73,900 95 74,560 96 Newaygo 7,200 6,520 91 6,730 94 Worcester 176,200 167,090 95 170,740 97 Oakland 210,600 203,990 97 203,230 97 Suffolk 244,300 222,750 91 233,800 96 Oceana 4,800 4,130 86 4,420 92 STATE TOTAL 1,571,100 1,485,820 1,517,190 Ogemaw 2,900 2,620 90 2,640 91 MICHIGAN Ontonagon Osceola 3,100 4,000 2,490 3,620 80 91 2,920 3,700 94 93 Alcona 1,900 1,590 84 1,720 90 Oscoda 1,200 940 78 1,070 90 Alger 2,500 2,210 88 2,340 94 Otsego 2,200 2,000 91 2,170 99 Allegan 17,100 16,100 94 16,470 96 Ottawa 29,200 27,310 94 28,530 98 Alpena 8,300 6,760 81 8,090 98 Antrim 3,100 2,800 90 2,740 88 Presque Isle 3,600 2,830 79 3.520 98 Roscommon 2,500 2,360 95 2,350 94 Arenac 2,900 2,620 90 2,600 90 Saginaw 55,400 52,590 95 52.240 94 Baraga 2,000 1,790 89 1,920 96 St Clair 32,600 30,690 94 31,300 96 Barry 9.800 9,180 94 9,300 95 St Joseph 13,800 12,990 94 13,040 95 Bay 31,400 29,810 95 30,110 96 Benzie 2,400 2,110 88 2,180 91 Sanilac 9,600 8,740 91 9,260 97 Schoolcraft 2,600 2,160 83 2,450 94 Berrien 46,700 43,090 92 44,130 95 Shiawassee 16,100 15,150 94 15,120 94 Branch 10,300 9,610 93 9,750 95 Tuscola 12,200 11,380 93 11,640 95 Calhoun 42,600 40,450 95 40,640 95 Van Buren 15,600 14,680 94 14,620 94 Cass 11,500 10,690 93 10,790 94 Charlevoix 4.000 3,610 90 3,770 94 Washtenaw 49,900 45,040 90 47,600 95 Wayne 796,600 755,340 95 759,960 95 Cheboygan 4.100 3,440 84 3,940 96 Wexford 5,500 5,080 92 5,260 96 Chippewa 9,400 8,280 88 8,980 96 STATE TOTAL 2,336,500 2,200,050 2,234,660 Clare 3,600 3,210 89 3,430 95 Clinton 10,900 10,380 95 10,560 97 MINNESOTA Crawford 1,400 1,210 86 1,280 92 Aitkin 3,700 3,260 88 3.570 96 Delta 10,000 8,930 89 9,800 98 Anoka 24,000 23,340 97 23,160 97 Dickinson 7,500 7,000 93 7,280 97 Becker 6,800 5,720 84 6,510 96 Eaton 15,000 14,220 95 14,310 95 Beltrami 6,400 4.240 66 6,050 95 Emmet 4,700 4,070 87 4,540 97 Benton 4,600 4,150 90 4,480 97 Genesee 112,800 107,550 95 107,500 95 Big Stone 2,500 2.210 89 2,430 97 Gladwin 3.200 2,870 90 3,030 95 Blue Earth 13,100 11,770 90 12,770 98 Gogebic Grand Traverse Gratiot 7,690 9,500 10,800 6,700 8,540 9,970 88 90 92 7,430 8.960 10,230 93 94 95 Brown Carlton Carver 8,100 7,900 6,000 7,010 7,340 5.670 87 93 95 7,950 7.590 5,720 98 96 95 Hillsdale 10,500 9,500 90 10,040 96 Cass 4,800 3,230 67 4,430 92 Houghton Huron Ingham 10,500 9,600 63,300 8,890 8,690 59,340 85 91 94 10,300 9,340 60,640 98 97 96 Chippewa Chisago Clay Clearwater 4,900 4,100 11,300 2,500 4,100 3.700 10,720 1.730 84 90 95 69 4,860 3,990 11.040 2.330 99 97 98 93 Ionia 11,900 11,320 95 11,400 96 Iosco 5,300 4,960 94 5,040 95 Cook 1,000 820 82 900 90 Cottonwood 4,900 3,600 73 4.800 98 Iron 5,300 4,810 91 5,220 98 Crow Wing 9.800 8,270 84 9,250 94 Isabella 9,200 8,330 91 8,910 97 Dakota 22,700 21,690 96 21,970 97 Jackson 39,100 37,070 95 37,420 96 Dodge 3,800 3.320 87 3.590 95 Kalamazoo 51,000 47,910 94 49,010 96 Kalkaska 1.300 1,140 87 1.170 90 Douglas 6,300 5,410 86 6,170 98 • Faribault 7.100 6,390 90 6.880 97 Kent 112,200 104.420 93 108.390 97 Fillmore 7.000 6.320 90 6.760 97 Keweenaw 800 710 89 740 93 Freeborn 11.400 10,510 92 10.920 96 Lake 1.800 1,530 85 1,610 89 Goodhue 10.000 9.190 92 9.560 96 Lapeer 11,200 10,620 95 10,560 94 Leelanau 2,800 2,500 89 2,560 91 Grant 2.500 2.300 92 2.480 99 Hennepin 269.400 251.190 93 260,240 97 Lenawee 23,200 21,750 94 22,300 96 Houston 4,700 4.230 90 4.560 97 Livingston 11,500 10,950 95 11,170 97 Hubbard 2,900 1.920 66 2.790 96 Luce 1.700 1,430 84 1,510 89 Isanti 3.600 3.200 89 3.470 96 Mackinac 3,000 2,630 88 2,870 96 Macomb 117,900 114,590 97 113,770 97 Itasca 11,200 9.730 87 10.300 92 Jackson 4.500 3.880 86 4.420 98 Manistee 6,000 5.460 91 5.770 96 Kanabec 2.600 2,240 86 2,520 97 SPONSOR 17 DECEMBER 1962 51 MINNESOTA/ cowmni«/ TOTAL TELEVISION RADIO = COUNTY HOMES HOMES % HOMES % I COUNTY Kandiyohi 8,500 7,200 85 8,350 98 Claiborne Kittson 2,400 1,790 74 2,350 98 | Clarke Clay Koochiching 5,200 3,840 74 5,000 96 | Coahoma Lac Qui Parle 3,900 3,370 86 3,850 99 1 Copiah Lake 4,300 3,960 92 4,080 95 g Lake Of The Wood 1,300 590 45 1,280 98 1 Covington Le Sueur 6.000 5,420 90 5,830 97 | De Soto Forrest Lincoln 2,800 2,430 87 2,720 97 | Franklin Lyon 6,400 5,350 84 6,350 99 I George McLeod 7,300 6,720 92 7,150 98 i Mahnoman 1,600 1,340 84 1,520 95 1 Greene Marshall 3,900 3,250 83 3,830 98 1 Grenada Hancock Martin 8,200 7,340 89 8,120 99 § Harrison Meeker 5,500 4,860 88 5,400 98 I Hinds Mille Lacs 4,200 3,680 88 4,040 96 i Morrison 7,000 5,770 82 6,760 97 1 Holmes Mower 14,200 13,310 94 13,580 96 1 Humphreys Issaquena Murray 3,900 3,530 91 3,810 98 = Itawamba Nicollet 5,700 5,150 90 5,560 98 1 Jackson Nobles 6,700 6,210 93 6,590 98 1 Norman 3,300 2,760 84 3,190 97 1 Jasper Olmsted 19,700 18,360 93 19,050 97 1 Jefferson Jefferson Davis Otter Tail 13,900 11,740 84 13,570 98 1 Jones Pennington 3,700 2,950 80 3,670 99 1 Kemper Pine 4,800 4,070 85 4,560 95 1 Pipestone 4,000 3,610 90 3,920 98 1 Lafayette Polk 10,400 9,180 88 10,250 99 1 Lamar Lauderdale Pope 3,400 2,730 80 3,320 98 I Lawrence Ramsey 129,700 121,680 94 124,510 96 1 Leake Red Lake 1,500 1,290 86 1,460 97 § Redwood 6,300 5,060 80 6,210 99 § Lee Renville 6,700 5,640 84 6,620 99 1 Leflore Lincoln Rice 10,000 9,120 91 9,770 98 = Lowndes Rock 3,300 3,110 94 3,260 99 I Madison Roseau 3,300 1,850 56 3,250 99 St Louis 73,300 67,360 92 70,000 96 g Marion Scott 6,000 5,730 95 5,640 94 | Marshall Monroe Sherburne 3,400 3,100 91 3,260 96 1 Montgomery Sibley 4,600 4,170 91 4,480 97 1 Neshoba Stearns 19,700 17,610 89 19,290 98 | Steele 7,600 7,030 93 7,340 97 § Newton Stevens 3,100 2,730 88 3,040 98 | Noxubee Oktibbeha Swift 4,200 3,600 86 4,120 98 i Panola Todd 6,600 5,230 79 6,380 97 i Pearl River Traverse 2,200 1,950 89 2,160 98 = Wabasha 4,900 4,450 91 4,660 95 g Perry Wadena 3,500 2,550 73 3,360 96 | Pike Pontotoc Waseca 4,900 4,470 91 4,800 98 1 Prentiss Washington 14,800 14,060 95 14,190 96 j Quitman Watonwan 4,200 3,600 86 4,170 99 I Wilkin 2,900 2,680 92 2,840 98 1 Rankin Winona 11,900 10,460 88 11,530 97 = Scott Wright 8,500 7,650 90 8,240 97 | Sharkey Simpson Smith Yellow Medicine 4,500 3,320 74 4,190 93 1 STATE TOTAL 1,019,900 922,410 984,930 1 Stone MISSISSIPPI I Sunflower Adams 10,500 7,700 73 8,960 85 g Tallahatchie Alcorn 7,300 5,540 76 6,850 94 g Tate Amite 3,600 2,310 64 3,150 87 | Tippah Attala 5,400 3,560 66 4,690 87 = Tishomingo Benton 1,800 1,280 71 1,640 91 | Tunica Bolivar Calhoun 12,800 4,200 7,230 3,040 56 72 11,350 3,980 89 95 | Union Walthall Warren Carroll 2,400 1,210 50 2,110 88 = Chickasaw 4,400 3,140 71 4,060 92 g Washington Choctaw 2,200 1,380 63 2,020 92 = Wayne TOTAL HOMES TELEVISION HOMES % RADIO HOMES 2,600 1,530 59 2,230 8 4,300 3,180 74 3,610 8< '* 5,100 3,750 74 4,580 91 '::: 11,800 7,430 63 10,470 8! 6,800 5,080 75 5,820 8. 3,400 2,430 72 2,960 8", 5,600 3,910 70 4,810 8( 15,300 12,990 85 13,740 9t 2,500 1,570 63 2,030 81 2,800 2,400 86 2,320 83 2,000 1,280 64 1,720 8(5 Ob 5,000 3,330 67 4,420 88 91 4,000 3,200 80 3,640 33,800 29,780 88 30,220 89 53,300 46,790 88 49,090 92 6,400 4,050 63 5,540 R7 8/ 4,200 2,680 64 3,390 81 800 430 54 650 81 4,100 3,150 77 3,710 91 16,400 14,200 87 14,830 90 4,100 3,110 76 3,620 88 BB 2,500 1,240 50 2,150 86 3,200 2,010 63 2,740 86 16,200 13,820 85 14,890 92 2,700 1,700 63 2,210 82 5,000 3,710 74 4,480 90 3,700 2,880 78 3,200 86 19,600 16,830 86 17,950 92 2,600 1,750 67 2,230 86 4,600 3,470 75 3,940 86 12,000 9,570 80 11,040 92 11,900 7,860 66 10,780 91 31 7,200 5,310 74 6,490 90 12,600 10,380 82 11,500 91 7,500 5,260 70 6,630 88 6,200 4,290 69 5,590 90 5,200 3,580 69 4,510 87 9,200 7,240 79 8,100 88 3,600 2,210 61 3,280 91 5,400 4,120 76 4,840 90 5,000 3,850 77 4,430 89 3,900 2,200 56 3,390 87 6,200 4,140 67 5,570 90 7,000 5,340 76 6,220 89 6,200 4,920 79 5,560 90 2,300 1,690 73 1,990 86 9,700 7,050 73 8,840 91 4,800 3,650 76 4,200 88 5,000 3,900 78 4,590 92 4,600 2,980 65 3,910 85 7,900 6,270 79 6,910 88 5,500 4,190 76 4,820 88 2,500 1,550 62 2,160 86 5,100 3,980 78 4,530 89 3,600 2,590 72 3,040 84 1,900 1,480 78 1,630 86 9,900 5,640 57 8,670 88 5,400 3,140 58 4,720 87 4,300 3,130 73 3,940 92 4,000 3,200 80 3,430 86 4,000 2,800 70 3,530 88 3,700 2,320 63 3,170 86 5,300 4,550 86 4,880 92 3,300 2,180 66 2,820 86 12,600 9,680 77 11,100 88 21,100 14,790 70 18,670 89 4,000 2,750 69 3,520 88 52 SPONSOR/ 17 DECEMBER 1962 COUNTY TOTAL HOMES TELEVISION HOMES % RADIO HOMES COUNTY TOTAL HOMES TELEVISION HOMES % RADIO HOMES % Webster Wilkinson Winston Yalobusha Yazoo STATE TOTAL MISSOURI Adair Andrew Atchison Audrain Barry Barton Bates Benton Bollinger Boone Buchanan Butler Caldwell Callaway Camden Cape Girardeau Carroll Carter Cass Cedar Chariton Christian Clark Clay Clinton Cole Cooper Crawford Dade Dallas Daviess De Kalb Dent Douglas Dunklin Franklin Gasconade Gentry Greene 1 Grundy Harrison [Henry Hickory Holt Howard ■Dwell Iron ackson [asper lefferson ohnson box aclede afayette awrence ewis incoln inn ivingston 2,800 3,200 4,700 3,200 7,800 570,300 6,700 3,600 2,900 8,600 6,000 3,800 5,600 3,100 2,700 16,300 29,500 10,700 3,200 6,500 3,200 13,200 4,600 1,300 9,700 3,200 4,100 4,000 2,800 29,200 4,000 11,800 4,900 4,200 2,500 3,100 3,300 2,500 3,500 2,600 11,300 14,200 4,000 3,000 42,800 4,300 3,900 6,600 1,600 2,700 3,400 7,000 2,300 216,200 27,300 20,600 9,000 2,200 6,100 8,200 7,700 3,500 5,000 5,900 5,400 1,900 68 1,760 55 3,270 69 2,020 63 5,570 71 428,370 5,950 89 3,260 91 2,600 90 7,810 91 5,050 84 3,280 86 4,680 84 2,420 78 2,160 80 14,520 89 26,730 91 8,590 80 2,910 91 5,790 89 2,630 82 11,840 90 3,990 87 730 56 8,910 92 2,610 82 3,300 80 3,500 88 2,430 87 27,670 95 3,540 89 11,040 94 4,310 88 3,100 74 2,180 87 2,680 86 2,900 88 2,130 85 2,430 70 2,120 82 9,510 84 13,110 92 3,270 82 2,540 85 39,410 92 3,620 84 3,370 86 5,680 86 1,320 82 2,190 81 2,980 88 4,720 67 1,790 78 197,300 91 24,590 90 19,370 94 8,070 90 1,950 89 5,170 85 7,410 90 6,490 84 3,040 87 4,380 88 4,980 84 4,600 85 2,580 92 2,760 86 4,380 93 2,840 89 6,870 88 508,430 6,363 3,430 2,780 8,140 5,570 3,520 5,340 2,920 2,570 15,650 11,280 4,670 3,860 2,300 2,880 3,130 2,370 3,250 2,420 10,140 13,500 3,700 2,780 40,100 4,180 95 95 96 95 93 93 95 94 95 96 27,200 92 9,560 89 3,050 96 6,100 94 2,990 94 12,390 94 4,430 96 1,190 92 9,300 96 3,040 95 3,830 93 3,720 93 2,630 94 28,380 97 3,810 95 96 95 92 92 93 95 95 93 93 90 95 93 93 94 97 3,790 97 6,280 95 1,490 93 2,530 94 3,220 95 6,620 95 2,070 90 202,150 94 25,010 92 19,340 94 8,670 96 2,030 92 5,720 94 7,840 96 7,210 94 3,310 95 4,620 92 5,680 96 5,110 95 McDonald Macon Madison Maries Marion Mercer Miller Mississippi Moniteau Monroe Montgomery Morgan New Madrid Newton Nodaway Oregon Osage Ozark Pemiscot Perry Pettis Phelps Pike Platte Polk Pulaski Putnam Ralls Randolph Ray Reynolds Ripley St. Charles St. Clair St. Francois St. Louis Ste. Genevieve Saline Schuyler Scotland Scott Shannon Shelby Stoddard Stone Sullivan Taney Texas Vernon Warren Washington Wayne Webster Worth Wright STATE TOTAL 3,900 5,800 2,900 2,200 9,900 1,900 4,400 5,600 3,500 3,600 3,800 3,200 7,800 9,800 6,7000 3,100 3,100 2,000 9,900 4,200 12,000 7,800 5,600 7,500 4,600 8,700 2,300 2,600 7,800 5,400 1,500 2,900 16,200 3,000 11,100 461,000 3,300 7,900 1,700 2,200 9,600 2,100 3,100 8,500 2,500 2.900 3,400 5.500 6,300 2,800 4,000 2,700 4,300 1,300 4.500 1,387,000 3,390 87 5,110 88 2,390 82 1,810 82 9,010 91 1,540 81 3,830 87 4,830 86 3,080 88 3,250 90 3,290 87 2,760 86 6,490 83 8,880 91 5,860 87 1,770 57 2,470 80 1,520 76 8,150 82 3,530 84 10,510 88 6,250 80 4,800 86 6,990 93 3,830 83 7,400 85 2,120 92 2,380 92 6,900 88 4,890 91 1,020 68 1,740 60 15,220 94 2,380 79 9,950 90 440,120 95 2,950 89 6,920 88 1,360 80 1,970 90 8,630 90 1,170 56 2,700 87 7,460 88 1,930 77 2,500 86 2,960 87 3,980 72 5,280 84 2,390 85 3,340 83 2,090 78 3,570 83 1,200 92 3,400 76 1,255,910 3,450 89 5,460 94 2,640 91 2,070 94 9,410 95 1,770 93 4,180 95 4,620 83 3,210 92 3,450 96 3,630 96 2,980 93 6,570 84 9,100 93 6,520 97 2,950 95 2,980 96 1,860 93 8,610 87 3,940 94 11,200 93 7,270 93 5,050 90 7,220 96 4,340 94 7,860 90 2,220 97 2,510 97 7,570 97 5,070 94 1,340 89 2,600 90 15,340 95 2,800 93 10,580 95 438,870 95 3,160 96 7,640 97 1,610 95 2,100 95 8,640 90 1,930 92 2,980 96 7,650 90 2,400 96 2,820 97 3,220 95 5,020 91 6,020 96 2,700 97 3,560 89 2,460 91 3.850 90 1,270 97 4,190 93 1,305,620 l|||l!llllilllllllllll!!llllllllllll!lllllllll Note: Nielsen radio and television ownership estimates for Montana through Wyoming in'// be reprinted in this form in next neek's issue, 24 Decent ber. iiiiiiiiiiiiiiiiiiiiiiiiiiiihiiiiiiiiii P0NS0R/17 DECEMBER 1962 53 Gkjj uootytyGix look at 1.. For the drama of "it's happening now... Scotch^ brand Live-Action Video Tape! Visual presence, the feeling of "it's happening now," adds viewer-convincing believability and excitement, helps put drama in show and com- mercial alike ! And the sure way to capture presence extraordinary is with "Scotch" brand Live- Action Video Tape. Complete compatibility of picture source and picture (both electronic) achieves sharply defined tonal values for superior picture quality, both in black-and-white and color. And the superb pic- ture recorded on the master tape is readily trans- ferred to duplicate tapes, or kines. Video tape also makes production "happen now!" It performs instantly, needs no processing, plays back immediately. Taped news events can go on the air fast. Creators of shows and com- mercials can see how production is going mere minutes after actual shooting, when improve- ment is easy, changes economical. You can view newly produced special effects right away, too! Video tape combines visual elements with in- stantaneous speed, and in creative hands there's practically no limit to the number of special effects possible on "Scotch" Video Tape. "Techniques of Editing Video Tape," a 32- page brochure, reports on current practices that are making tape editing easier than ever and pro- vides examples of special effects. For your copy — free — write Magnetic Products Division, Dept. MCK-122, 3M Company, St. Paul 1, Minn. "SCOTCH" IS A REGISTERED TRADEMARK OF MINNESOTA MINING h MANUFACTURING CO.. ST. PA I 1 MiNN. EXPORT 9* park AVE NEWVORK. CANADA; LONDON. ONTARIO ©19 6 2. 3M CO magnetic Products Division 3m Mi COmPANY 54 SPONSOR/ 17 DECEMBER 1962 WASHINGTON WEEK 17 DECEMBER 1962 / c-w-i-m ii What's happening in U.S. Government that affects sponsors, agencies, stations Kenneth A. Cox has been tapped by the White House to be a member of the FCC to take the place of retiring T. A. M. Craven : This will cause a further shift in the balance of power on the regulatory agency. Craven reaches the mandatory retirement age of 70 and quits the FCC on 31 January. The Cox appointment will be for the balance of his term, which ends in June. There is little doubt that the present intention is to reappoint Cox for a full 7-year term at that time. The mandatory retirement age can, in fact, be quite flexible depending on how badly continued services are desired. Craven frequently voted against Chairman Minow and was a staunch advocate of freedom for broadcasters to make their own business and pro* gram decisions. Rosel Hyde will now be the only full-fledged member of this club remain- ing on the commission. Cox came out of the West at the bidding of Senate Commerce Committee chairman War- ren Magnuson (D., Wash.) to take over that Committee's various probes into tv. Before he was finished, he had probed the ills of UHF and had developed a very strong belief that tv must use those channels hi order to provide a full service to the American pub* lie He had also looked into such other wide-ranging matters as programing, rating services, and network practices. Unlike newly appointed Commissioner Henry, Cox is a known quan- tity. His vote will be for stronger regulation. After certain Senate confirmation of the Cox nomination, Minow should be assured of a majority on the Commission on most matters. Ford and Lee represent a middle ground and will sometimes vote with Hyde. Henry, Bartley and Cox in most cases will side with Minow. There will probably be a good many 6-1 votes in favor of regulatory activities which might have been defeated as recently as before the Henry appointment. There will still be questions on which Minow meets defeat. Henry appears unwilling to be considered a rubber stamp for Minow, and has already voted against the chairman. These have been votes on minor questions. There is, however, nowhere near the previous amount of assurance that Henry will always be in the Minow camp. Bartley, known as a dissenter when the Commission was weighted in the opposite direction and considered a cinch vote for Minow, has shown that he can still dissent on occasion. On the whole, however, the Cox appointment appears to nail things down for a philos- ophy under which the FCC would look more and more into station performance. And under which more licenses may be in jeopardy. All of which could presage an industry drive for a Congressional restatement of FCC powers. This would mean amendments to the Communications Act, or even an entirely new Communications Act. However, Congress moves very slowly and on highly controversial matters prefers not to move at all unless it absolutely must. So Congressional relief from an FCC on the rampage might be slow in coming. Minow had the experience of being one against six on UHF. Commission de- cided once again that it wouldn't permit people to apply for and get UHF permits merely to hold them in case they became valuable. Minow objected to the order on the grounds it was too "inflexible"; that the important thing was to encourage UHF. SWHS0H/17 DECEMBER 1962 55 SPONSOR HEARS 17 DECEMBER 1962 / copyright twa A round-up of trade talk, trends and tips for admen With agency exacerbation looming over CBS TV's possible elimination of the rotating billboard from nighttime spot carriers, it would be interesting to trace the origin of this and kindred network sales inducement practices. Here's where some of them started: The rotating billboard for minute participations: On ABC TV's 77 Sunset Strip in a deal worked out by the network's Charles Ayers and Bate's John Kucera. Some credit CBS TV's Perry Mason as the innovator, but the record favors 77 Sunset The alternate minute: ABC TV brought this one into being via a sale to Brylcreem with the deal being that it would share in one of every six billboards. The crossplug: This twist made its debut on ABC also, with General Mills and Pepsicola according a spot to the other when the major sponsors of the Lone Ranger and the Green Hornet. Nothing succeeds like a hot rating season and nothing warms the seller's heart as much as the ability to sit back and call the shots viz-a-viz his customers. Take as an example that message that an agencyman got last week in a phone col- olcray with a CBS TV managementman about plans for the 1963-64 season. Spake the network party: Tell me how many millions you've got to spend and I'll tell you where we can take care of them. A problem that some freelance tv producers have been wrestling with: finding the right formula for the presentation of Biblical subjects as nighttime series. The idea offers a challenge, even though there's a question as to whether the mood of the time is ripe or the sectarian implications will scare away sponsors. How many name-alikes do you know in the air media field? If putting together a list of this sort strikes your recreational fancy here are a few to get the game of matching 'em up arolling: NAME ALIKES John White Ed Papazian John Cole Norman Glenn Bob Thomas Tom Dawson Marv Shapiro Bob Smith WHERE YOU LL FIND THEM Blair and H-R, both in New York BBDO, New York; William Rogers, Philadelphia NL&B and Buchan, both in Chicago United Artists and SPONSOR, both New York WJAG, Norfolk; WO AY, Oak Hill, W. Va., WBNS-TV, Columbus CBS Radio and CBS TV, both New York WABC-TV, New York; TvAR Clements Co., Philadelphia; WOR, New York; Colgate-Palmolive Nothing irks the chief of a major organization in the broadcast field more than when one of his key men quits. He considers such a defection as a personal umbrage. He prefers that the break come from his own whim or decision and that it be done under the proper timing. Hence a man is almost certain to get a pay raise if he can say he has been offered a job elsewhere. 56 SPONSOR/17 DECEMBER 1962 ' BROADCASTERS FOUNDATION, INC. PURPOSE To preserve individual human dignity, to foster the spirit of brotherhood and to aid financially those broadcasters who cannot help themselves. RESOURCES A fund has been established to carry out this worthy purpose, through individual and corporate gifts (tax deductible), with pro- ceeds from the Annual Mike Award Banquet and via other means now being developed. RESPONSIBILITY After four decades and through the good work of Broadcast Pioneers and its charity arm, The Broadcasters Foundation, Inc., our industry is now able to care for and attend to the practical welfare of those who have contributed to its great- ness and are in need. Ihis is your opportunity. . . become a member of the BROADCAST PIONEERS H. V. Kaltenborn Founder ^ An organization dedicated to maintaining the great tradi- tions of broadcasting and to the preservation of the many historical documents and materials of early-day radio and television for future generations to study. ACHIEVEMENTS • Broadcasters Hall of Fame • Annual Individual Awards • Radio Oral History Project* • Quarter Century Club • Annual "Mike Award" • Broadcasters Foundation, Inc. *In cooperation with Columbia University. MEMBERSHIP IS OPEN to all persons who have worked in the field of radio for twenty years or more or in television ten years or more. JOIN IN THIS GOOD WORK NOW! Send for your membership application blank to: Edward Voynow National Membership Chairman c/o Edward Petry & Co., Inc. 400 North Michigan Avenue Chicago 11, Illinois Dues only $10.00 a year. (Add S5.00 with application for silver Pioneer lapel insignia.) General David Sarnof Honorary President Ward L. Quaal National President Far more information write: BROADCAST PIONEERS 2501 Bradley Place Chicago 18, Illinois SPONSOR/17 DECEMBER 1962 57 is not a M we offer. . . ft i personal attention ^•effective merchandising y I •value-plus rate plans WDEF TV CHATTANOOGA X-/A LL w ADVERTISING TIME SALES. INC B* NOW/ TOBACCO NETWORK HAS PERSONALITY PROGRAMMING NOW 14 daily program features on N. C. Regional Radio Net Regional News Q Sports Q Weather Commentary Q Farm Reports 8 POPULAR PERSONALITIES AVAILABLE: Full sponsorship/Spot participations/Adjacencies (Also Merchandising and Promotion) BUY UP TO 28 STATIONS AT GROUP DISCOUNTS OR SELECT ONLY THE N. C. MARKET YOU NEED! Get Regional Saturation with local "Main Street Radio" coverage . • . Rep: T-N Spot Sales TOBtcco Atlanta, Raleigh F^JSvx| NY., Chicago, radio NETWORK 'COMMERCIAL COMMENTARY Continued many leading broadcasters — Louis Read, WDSU; Peter Straus, WMCA; Dan Kops, WAVZ; Bill Putnam, WWLP; Ben Strouse, WW'DC; and Bob Hyland, KMOX, to name only a few — about their editorial policies and accomplishments. My strong conviction, based on all these experiences, can be summed up about like this: the editorializing movement is one of the healthiest phenomena in America today. It promises tremendous benefits for the entire country as well as for the broadcast industry. And it is yet only in its swaddling, crib-ridden infancy. As to the value of editorializing to broadcasters, I'll certainly go along with John Box of the Balaban Stations who told me recently, "Our whole future is bound up in it — our audiences, our images, our licenses, our independence, our self-respect." And as for the value of editorializing to the country at large, I'm in total agreement with Newton Minow, who has said that, with tradi- tional media of communications (newspapers) contracting, it is a "matter of urgent national importance" that tv and radio step in to fill the void. If we believe in and want to preserve free speech, we must have free voices speaking out, and the broadcast media are the only ones today which offer a multiplicity of outlets for these expressions. But there is yet much, much work to be done. Consultant for stations and groups I'm certain that my itch to fling myself headlong into the broad- cast editorializing movement is part idealism, part reckless damn foolishness, and partly the result of an odd combination of factors in my personal and business background. Some of it will have to be blamed on my father and grandfather who were both newspaper editors. Much of it is due to my years of practical association with and affection for the broadcast industry and my belief in its potentials. Part of it springs directly from my editorial experience and writing here at sponsor. Part of it goes much further back to the days when I did a lot of writing for radio and tv and became fascinated with the specialized techniques they require. A great deal is due to the strong convictions I've been developing about present editorializing operations — the need for broadcasters to forget stale, stodgy newspaper treatments and develop their own, the need for tv and radio editorials to be pointed toward action and accomplishments not toward statements of position, the need for basic editorial planning as well as policies and research, the need for mature editorial philosophies on. the part of station managements. But the reckless damn foolishness about it all is that I'll be oper- ating as a "consultant" (I loathe the word but can't find a better) . I don't intend to write editorials myself. And I'm certainly not going to set up a factory to grind out syndicated "think pieces." What I do hope to do is to act as specialist and adviser to stations and station groups on matters of editorial policies, planning, cam- paigns, personnel, editorial "market analyses," Washington develop- ments in the editorializing field, and creative editorial ideas. I'm sure each job will have different specifications and I shall be operating on both a retainer and a special project basis. And that's about it. Or at least as much of it as I am able to put together in the midst of this hectic holiday season. Which brings us, of course, to Christmas. Let me wish you the warmest and best. And God bless us everyone in 1963. ^ 58 SPONSOR/ 17 DECEMBER 1962 In Detroit. . . ■»^gs3» Business-labor reporter for WWJ News, Britton Temby keeps an experienced finger on the pulse of union-management developments, informs his audience of industrial swings and counter-swings affecting their jobs and incomes. Temby also specializes in crisp, incisive interviews with local and national leaders for the great WWJ News operation-the only Detroit service enhanced by: • 13-Man Broadcast News Staff— Michigan's Largest • Newsgathering Resources of The Detroit News • NBC Correspondents in 75 Countries WWJ news WW J -TV STATIONS Owned and Operated by The Detroit News SPONSOR/17 DECEMBER 1962 National Representatives: Peters. Griffin, Woodward, Inc. 59 ^■■■^m^^bb Matt? a Irv Schwartz Adam Young, Inc. V.P. & Gen'1 Mgr. Mid-West Time Sales TIMEBUYER'S CORNER Media people: what they are doing and saying Those in the business who are keeping a little black book on time- buyer defectors, will be interested in jotting down these two names: John Griffin, and Don De Carlo. John, who bought on Sterling Drug and Simoniz at Dancer-Fitzgerald-Sample (New York), switched to Boiling's (also New York) tv sales staff. Don, who was media super- visor at Needham, Louis &: Brorby (Chicago), joined the sales staff of WGN, that city. Latest action in the agency-hopping dept.: Carol Feig, Lennen 8c Newell buyer on National Distillers, to media director, Dobbs Adver- tising, N. Y. . . . Sandra Hunter, from BBDO, Cleveland, to Chudacoff &; Margulis, Los Angeles . . . Bill Green, from Young & Rubicam, to Ben Sackheim, New York . . . James B. Daly, Lambert Sc Feasley's (New York) media research associate, to media director, J. S. Fullerton, also New York . . . Bob Wilson, BBDO's former media supervisor, to Guild, Bascom &; Bonfigli, San Francisco, as media analyst. . . . "And that's really how it happened Jim" Here is Y8cR's Ray Jones giving Jim Gerrity, pres. -owner of WNEM-TV and WABJ radio, Flint-Bay City-Saginaw, Mich., the real low-down on how a mere tumble down several flights of stairs can triple-fracture a good right arm With Christmas just a snowflake away (or balmy breeze, depending upon your locale) we thought we'd send along— to that master gift- giver— this bit of advice: Dear Santa: Please don't send Del Wood's Nita Nagler a broken leg while skiing in Vermont during her Yule-tide vacation this year: she got one there several ski seasons back, remember? . . . Mogul, Williams & Savior's Joyce Peters doesn't need any more diet books: her colleagues now report "she's skinny and beautiful" . . . Kenyon k Eckhardt's (Bos- ton) Frank Williams would rather you'd not send him any "dates" this Xmas eve: that's when he's marrying Dottie Christie, a Boston interior decorator, just in case you've forgotten . . . Kudner's Maria Carayas (Please turn to page 62) 60 SPONSOR/ 17 DECEMBER 1962 jn any crowd ONE ALWAYS (STANDS OUT! WAPI-TV is always that one . . . because: and in the Birmingham television market WAPI-TV offers the cream of NBC and CBS. ■ WAPI-TV owns every major feature film package available. ■ WAPI-TV staffs one of the largest, most experienced, best equipped full-time news operations in the Southeast. Make your outstanding buy... the station that stands out... BIRMINGHAM ALABAMA Represented Nationally By/ HARRINGTON, piGHTER & PARSONS. INC SPONSOR/ ]/ DECEMBER 1962 i 61 SECRETS TOLD We have the largest audience* and the most believable station in Des Moines because we have: 1. The Highest-Rated Newscasts 2. Adult Personalities 3. Music With a Melody 4. Eleemosynary Community Service 5. Plenty Of Publicity If you have a good product, good copy, honest dealings, and fair prices, you can get rich advertising on this great station. Kitvr "Total Radio" in Des Moines An Operation of Cowles Magazines and Broadcasting, Inc. Leading in 30 out of 36 half-hours. Pulse, September, 1961, Metro Area. Iowa Again Tops in Corn Crop WMT adds fourth m.in (and fourth farm-born college graduate) to Firm Dept. Staff. See the connection? WMT CfiS R,i,i:n for /.'. National Reps: The Katz Agency Continued ^TIMEBUYER'S CORNER can do without a litter of French poodles: her own diminutive pet presented her with a litter of eight only four weeks ago, and Maria ran herself ragged mother-henning the mass production . . . Bates' Eileen Greer doesn't want a cat: she can, as you know, get all she wants —wholesale— in her own Fabulous Felines shop . . . You can scratch out that all-expense-paid trip to a Havana Hotel for KHCC&A's (New York) Ro Gordon: for some reason, she can't seem to work up any enthusiasm over that gift this year . . . And Young & Rubicam's Ray Jones certainly doesn't need any more plaster of paris. Aside to Werman & Schorr's (Philadelphia) Al Sessions: Wondering what to get Doner's (Baltimore) Ivan Davis for the giving-with-cheer- season? How about a new Zippo lighter? Since you punched a hole in his old one, poor Ivan has coped with a king-sized problem: trying to keep his lighter filled with fluid— and his pocket dry. It's official: Frank Sweeney has, as mentioned here 3 December, taken over the departed Larry Levy's media supervisory tasks at J. Walter Thompson. The Corner pays its re- spects this week to D'Arcy's (New York) Bob O'Connell. One of the more serious- minded among the current crop of promising young men on the Gotham time- buying scene, Bob joined D'Arcy some 10 months ago and buys on such accounts as Gerber, Plaid Stamps, General Tire, and Studebak- er. Before this affiliation, Bob worked on the Westclox and La Rosa spaghetti ac- counts at Hicks & Greist. A native New Yorker (although he was raised in Leonia, New Jersey), Bob has an un- usually strong interest in sports and the theatre. His O'Connell ability to absorb even the D'Arcy most minute details of his n u raber-one hobby — the sporting world-has earned for him the rather unique label on Madi- son Ave. of "the walking encyclopedia on sports." A bachelor still, Bob lives in Manhattan in an apartment on East 79th Street. A group of Chicago buyers was hosted recently by the McLendon stations at the McLendon ranch in Dallas. Among those treated to the Texas-style soiree, including golf, horse-back riding, and swimming at the ranch: Eloise Beatty, Burnett; Ruth Leach, Mc-Cann-Erickson; Ed Fitzgerald, JWT; Mary Rogers, Tatham-Laird; Gordon Gredell, D'Arcy; and Marianne Monahan, NL&B. The piece de resistance of the few elegant days in Dallas: a $50 gift certificate from Neiman- Marcus, presented to each guest. ^ 62 SPONSOR/ 17 DECEMBER 1962 PERSON-TO-PERSON . . . friendly, family radio with a royal sound, because it's programmed from the top of the deck . . . for people, to people, about people. SWANCO STATIONS take the trick in their market areas, because they're "person -to -person." People who listen, like it . . . people who buy it, love it ! SWANCO is P.T.P. PERSON TO PERSON 7 KRMG KIOA THE JOHN BLAIR S STATION TULSA D£S MO|NES \J OKLAHOMA IOWA KQEO KLEO /ff%V robert e. albuoueroue. Wichita. \Jk&$W eastman &. co.. inc. NEW MEXICO KANSAS iiiTl SPONSOR/ 17 DECEMBER 1962 65 'SPONSOR-WEEK Advertisers Continued 1 . „_ | fl ! m ^L t I ID ) L-* M*" ■y ' Tl IK w^ - p f If > .^M fti • ^^yfc-» Ao»J jtli p—^M ■ R ^^^^« ^jfl 1 rl ' If - 1 1 - Station walks off with six Golden Quill Awards KDKA-TV and radio personnel who won Golden Quills flank Westinghouse Broadcasting Company pres. Donald H. McGannon who flew to Pittsburgh for ceremonies. L-n public affairs dir. Richard Thrall; program mgr. Robert Novak; tv gen. mgr. Jerome Reeves; McGannon; WBC v.p. Harold C. Lund; radio gen. mgr. L. R. Rawlins; public affairs dir. John Kulamer; and newsman Mike Levine Best press media award John Davenport (I), WFAA, Dallas, special events dir., Mike Shapiro (c), gen. mgr. get award from J. Milton Ramsour, Dallas Hospital Council For help in Cuban crisis C. H. Topmiller, pres. of L. B. Wilson Co., is one of 10 radio station execs, to get special Presidential thanks for cooperation in Cuba Stations honor Dupre— a 30-year veteran As much a New Orleans landmark as the French Quarter, personality Henry Dupre got a special engraved watch from WWL-TV and radio and congratulations from other 30-yearers here. L-n Dupre; Col. Daniel Hynes, video-tape supervisor; Francis Jacob, Jr., operations mgr.; L. E. N. duTreil, chief radio engineer; J. D. Bloom, radio-tv chief engineer; Ray N. Toups, radio engineer American Cyanamid is negotiating to buy John H. Breck, currently held by members of the Breck fam- ily. Breck, which makes hair prep- arations and shampoos, is a hefty tv advertiser, both spot and net- work. The company's net sales report- edly were over $25 million last year. Network and spot tv will be the major beneficiaries of the 15% in- crease in Ideal Toy's 1963 ad budg- et. The company spent a record high of $3 million this year. There are several programs in- volved on the network side, in- cluding "Mighty Mouse" and "Rov Rogers" (both CBS TV). Spot tv in 50 markets will also start in Jan- uary. Ideal agencies are Grey and Smith/Greenland. After testing in two control cities, Schick Safety Razor is set for a huge 50-state sampling and adver- tising program starting the first week in 1963. A saturation spot campaign, both radio and tv, will break at the same time in the top 35 markets, in addition to Schick's ABC TV shows. Tied in with the ad blitz is a sampling program that will deliver 52 million Krona double-edge blades to all households with male occupants. Compton, Los Angeles, is direct- ing the campaign. Synonym tabooed: Johnson's Wax won a judgement against the Drop Dead Co., which has been selling a furniture polish called "Promise." The Court ruled that "Promise'' infringes "Pledge," the well-known brand name for the Johnson polish. Infringement on the "Pledge" label was also cited. Drop Dead Co. and its packager Western Filling Corp., were held guilty of unfair compe- tition. Kudos: John Hart of Los Angeles, vice president of marketing for Rexall Drug, was elected to the SPONSOR/ 17 DECEMBER 1962 Board oJ Directors oi Audit Bureau of Circulation, succeeding Russell '/.. Eller of Sunkist Growers, re- signed. PEOPLE ON THE MOVE: R. Ross Garrett to stall advertising administrator of Minnesota Mining and Manufacturing, succeeding George Sandell, recently named general manager of 8M subsidiary, Revere Camera . . . Robert B. Clark to advertising manager of Sunkist Growers. Agencies Bob Willey and Darryl Ware, for- merly of Botsford, Constantine & Gardner, bave linked up with Denny Skoglund and Dick Friel to form a new Seattle agency. Located at 200 Broadway, Skog- lund, Friel, Willey &: Ware now bills around $500,000 and is adding new accounts. Agency appointments: Maradel Products to Donahue & Coe for the Comptone Sunglass division . . . Wool loam Corp. to Wexton for the cold water wash line. Spot tv will figure heavily in the advertising plans . . . The Muirhead's Scotch Whisky account to Kenyon & Eck- hardt . . . Plax Co., a department of Monsanto Chemical, to Fletcher Richards, Calkins & Holden, from Lambert & Feasley . . . Internation- al Latex to Young & Rubicam lor Playtex Living Gloves, Playtex Dryper Disposable Diapers, Baby Pants and Bathing Caps ($2 mil- lion), from Reach, McClinton. These products, along with others in the Playtex line assigned to Y&rR earlier this year, bring IL billings at the agency to about $4 million . . . Virginia Dare Food Products to The Bruns Advertising Agency. Tentative plans call lor national spot tv . . . Maradel Products to Donahue & Coe for its Life Home Permanent . . . Kimball Mobile Home Sales to Resor-Anderson, Oakland . . . E. A. Thompson to Allen de St. Maurice & Spitz . . . Roka-Bed Corp. of Lubbock to W. Gerdes-Testa & Associates, Los An- geles . . . Maradel Products to Donahue & Coe lor a new and as yet unnamed lipstick and for Oleen Shampoo. SPONSOR 17 DECEMBER 1962 Public service recognized Herbert Mendelsohn happily receives a plaque for his station's aid to the Leukemia Founda- tion from ALSAC officers. Mendelsohn is Capi- tal Cities v.p. and gen. mgr. of WKBW, Buffalo Star for a day Over 200 of WRGB, Schenectady, viewers dressed up as their favorite NBC star and at- tended a station "Star Party," part of which was video-taped for telecast on the station Popular "Playboy" Playmate admires trophy Red Donley, sports dir. of WIIC, Pittsburgh, finds business a pleasure on this occasion, as lune Wilkinson helps hold the trophy which went to winner of Handicap Race run at station play day. The second annual WIIC "Day at Waterford Park" drew a record-breaking track crowd of 7.000 65- Divorcement: Marathon Oil ($3 million) and N. W. Aver will ter- minate their relationship on 1 April because of a developing com- petitive situation between Mara- thon and another Aver account, Atlantic Refining. Christmas cheer: Norman 15. Nor man. president of Norman, Craig & Kummel, spread good will with the word that year-end bonuses will again be distributed to employees based on their longevity with the company. New v.p.'s: Richard Jarlath Mar- tell, account supervisor, at Kenyon & Eckhardt, from Dancer-Fitz- gerald-Sample . . . Morton L. Salan at Kal. Ehrlich &: Merrick, Wash- ington, D.C. . . . Stanley H. Pulver, media director, at Henry R. Turn- bull. Inc., newly-formed agency. Pulver was media director of the toilet articles division of Colgate- Palmolive . . . George A. Scott at Baines Chase, San Diego . . . Har- old L. Strauss at North . . . Rob- ert M. Harris at Dancer-Fitzgerald- Sample . . . Gene E. Bryson at Mc- Cann-Erickson, Los Angeles. PEOPLE ON THE MOVE: Kay Shelton to media manager of Bots- ford, Constantine & Gardner, San Francisco, replacing Edith Curtiss, resigned . . . E. Holland Low to ac- count executive at E. J. Hughes . . . Mary Nesselbush Stone to group copy director at Pritchard, Wood . . . Rand Oslund to super- visor of the audio-visual services at D. P. Brother . . . Barbara Burk to research project supervisor at Ken- yon &; Eckhardt. Station Transactions KSYD, Wichita Falls, has been sold by Sidney A. Grayson to Paul Harron and associates. Harron is principal in WKTV, Utica, and president of World Broadcasting System, Philadelphia, radio programing service. Total consideration was $2,350,- 000, subject to FCC approval. Sale was handled by Hamilton- Landis. On the air: WTEV, the new third station in Providence-New Bedford- Fall River, is just days away from sign-on, set for 1 January. The sta- tion, a primary ABC TV affiliate, is repped by H-R Television and Bo Bernstein ol Providence is the ad- vertising agency. General manager is Vance L. Eckersley, sales man- ager is Francis H. Conway and Wal- ter A. Scanlon is promotion, adver- tising, public relations manager. George L. Sisson, Jr. is public affairs director of the new station. New call letters: KENS, previous h owned by the Express Publishing Co., has inaugurated the new let- ters KBAT under its new owner- ship, the Texas Star Broadcasting Co. Associations The Educational Commercial Broadcaster Committee gave a green light to a pilot program which may blaze new trails of co- operation between educational and commercial broadcasters. The study in a market yet to be named, provides for two stations, one educational and the other com- mercial, to jointly tackle pressing community problems. Educational Commercial Broad- JACKSONTMISSISSIPPI Predicted Per-Household Effective Buying Income for 1963: 7,180.00 * Predicted Two-Year Growth in Retail Sales: 15%* Source: Copr. 1962, Sales Management Magazine; further reproduction is forbidden. WLBT channel ^*:HOLLINGBERY ■Wl Vchannell-Z KATZ 66 SPONSOR/ 17 DECEMBER 1962 caster Committee is sponsored jointly by the NAB and the Joint Council on Educational Broadcast- ing. Robert D. Swezey, NAB Code di- rector, told Canadian broadcasters that all broadcasters must expect constant criticism. Addressing the Radio and Tele- vision Executives Club of Canada, Swezey reminded that whereas broadcasting's glass-house existence invites criticism, broadcasters are obliged to defend themselves "vig- orously and articulately against un- warranted attack from whatever source." He also said that criticism, even when unjustified, can have the beneficial effect of keeping broad- < asters on the alert. Tv Stations New York tv and radio stations filled in the gap of a newspaperless city due to a printers' strike by not only increasing output up to twice the normal load but putting on the air various newspaper columnists. Some stations doubled their peri- odic news from five to 10 minutes, while others stepped up the num- ber of their news spots on the schedule. One thing that was overlooked was the reading of comic strips, but perhaps the newspapers themselves preferred to wait and run the back- log in clusters when they resumed publication. In Cleveland where the newspa- pers were also struck — there by the Newspapermen's Guild — the radio and tv stations also went all out to give the public whatever matching service possible. Like New York, the Cleveland stations went in for inserts of finan- cial news, obits and more sports coverage. Cleveland's WERE, for example, slotted Peter Bellamy, "Cleveland Plain Dealer" critic, to do theatrical and motion picture reviews and notes. There's a flurry of cosmetic busi- ness out on the west coast, giving a boost to spot tv in that region. A case in point: KRON-TV. San Francisco, has picked up campaigns MARK OF QUALITY RADIO IN CENTRAL NEW YORK Fred Hilleg NEWS Richord Hoffman BUSINESS NEWS ■ill O'Dotiiul SPOB7S Alan Milail MUSIC John Co, MUSIC Deacon Doublcdoy FARM FIRST CHOICE IN A FIRST RATE MARKET Top personalities, top programming, top facilities and top management combine to insure advertisers a really effective selling job in WSYR's 18-county service area. WSYR's big margin of superiority is confirmed by all recognized market coverage studies. Represented Nationally by THE HENRY I. CHRISTAL CO., INC. NEW YORK • BOSTON • CHICAGO DETROIT • SAN FRANCISCO SPONSOR/17 DECEMBER 1961 67 ^^i^tmmmma^^^^m for Max Factor, Tussy, Prince Mauhabelli, Helena Rubenstein. Lain in. Helene Curtis, Alberto- Culver, Revlon. and Coty Prod- U< Is. Broadcast Clearing House, which now serves 60 agencies in spot ra- dio, plans to introduce its central- ized billing service to spot tv as well. \s part of the mobilization for the expansion, several men have been elevated to new positions. The personnel shifts, as they shape up: John C. Miller has been elected chairman and Lee P. Mehlig has been moved from executive vice president to president of BCH. Donald A. Norman becomes gen- eral sales manager, Harold F. Walker is eastern sales manager, and Jock Flournoy becomes admin- istrative manager. Ideas at work: • The tallest symbol of Christ- mas in the Washington area is glowing again. It's the 373-foot tv tower of WTOP-TV, and this is the fifth year that the station has decorated its tower with some 900 lights for the holiday season. • The First Annual Toy Bowl brought out more than 5,000 spec- tators at Baltimore's Kirk Field. The game, played between WJZ- TV and WFBR, was for the bene- fit of the Marine Corps Reserve "Toys for Tots" campaign and re- sulted in more than four truck- loads of toys for the campaign. Offbeat sale: The labelling of a lion turned out very lucky for WBAL-TV, Baltimore. Here's what happened: In an upcoming 20th Century-Fox film called "The Lion," the lion's name is King. The Mangels-Herold Co. of Baltimore manufactures a complete line of products with the label "King" plus a lion as trade-mark. So— Mangels-Herold purchased a week- long schedule of minutes and 20s on WBAL-TV, tieing in with the 25 December premiere of the pic- ture. A social success: An open house at Broadcast House, the home of WTIC (AM-FM 8c TV), Hartford, attracted 7,610 visitors earlier this month. The event was the second for the general public since Broad- cast House was formally dedicated in November 1961. Last year, an open house attracted 3,700 visitors. New quarters: WISH (AM-FM & TV) will have a new studio build- ing in Indianapolis. A tract of land has been purchased on the Southwest corner of 20th and Meridian Streets and plan is to start construction as soon as possi- ble. PEOPLE ON THE MOVE: Henry S. Ross to the newly-created post of assistant news director at WPlX, New York . . . Ron Johnson to promotion at WFGA-TV, Jackson- ville . . . Robert Fen ton to account executive for KHJ-TV, Los An- geles . . . James C. Hirsch, director of national sales, to vice president and Jack B. Weiner to director of public relations at the TvB . . . Sidney M. Robards to staff vice president, news and information, RCA . . . James H. Gardner to lo- cal sales director of WH EC-TV, Newsmakers in tv radio advertising John H. (Jack) White has been named vice president in charge of national sales for H-R Televi- sion. He has been national sales manager since 1961, having joined the firm in August 1959 as eastern sales manager. White previously spent seven years with CBS TV Spot Sales and was affil- iated with Katz and Hollingbery, re]) outfits. Harvey Spiegel, research direc- tor for the TvB, has been elected a vice president of the bureau. Spiegel joined the bureau in 1955 and was named director of research in January 1959. Prior to his joining TvB, Spiegel served as research director for Norman, Craig & Kummel and as assistant research director of William H. Weintraub & Co. Symon B. Cowles, new director of advertising and promotion for the ABC TV o&o's, has held the same post at Metropolitan Broadcasting Tv. He also held other posts with Metropolitan, including director of advertising and promotion for WNEW-TV, New York, and WTTG, Wash- ington. He was also with WCKT, Miami, and ABC Radio. Robert L. Maynard has been ap- pointed vice president of Mt. Washington TV, Inc., operator of WMTW (FM & TV), Poland Spring, Me. He's served as as- sistant general manager of WMTW-TV since 1958 and will continue in that capacity as well as directing the station's sales. Prior to joining the station, he was with WPOR, Portland. 68 SPONSOR/17 DECEMBER 1962 Rochester . . . Michael McNally to the sales stall <>i WBKB, Chicago, as an account executive . . . Wil- liam G. Hunefeld, K1MX, San Francisco, sales manager, has re- signed. Kudos: Ben Falber, Jr., vice pres- ident and director of operations for WTHI-TV and radio, Terre Haute, is one of a group of 80 business and professional men in- vited to participate in a Civilian Orientation Cruise with the U. S. Naw. Radio Stations The "numbers game" of modern polling came under the sharp at- tack of R. Peter Straus recently. The president of WMCA, New York, and the Strauss Broadcasting Croup, told the Greater Buffalo Advertising Club that broadcasters who abdicate their programing judgment to polls are like poli- ticians who serve a "boss— a new- style, faceless, gutless boss." Straus went on to say that polls that measure "not what people are hearing or watching or doing, but what they think they would like . . . destroy the objectivity of a poll and confirm your wishful thinking about the public taste." WABC, New York, put together qualitative research data on the 18- county market as gathered by Trendex. The study, titled "New York Radio Close-up," contains informa- tion on frequency of listening, opinions of stations' standing in community service, news, overall programing, family expenditures for household goods and services, and information on automobile ownership. All data, presented for 10 New York stations individually, is based on 2,472 telephone interviews. Ideas at work: • VVKBW, Buffalo, invited its listeners to treat a tot to a Christ- mas toy and get a chance to win a Pontiac Tempest. Over 5,000 re- sponded. Sports note: The broadcasts of the Kansas City Athletics' baseball games during the 1963 season will WAVE-TV gives you 28.8% more SMOKERS —28.8% more viewers, minimum! Since Nov.-Dec, 1957, NSI Reports have never given WAVE-TV less than 28.8% more viewers than Station B in the average quarter-hour of any average week! And the superiority during those years has gone as high as 63.6% more viewers! More viewers = more impressions = more sales! Ask Katz for the complete story. CHANNEL 3 • MAXIMUM POWER NBC • LOUISVILLE The Katz Agency, National Representatives SPONSOR/ 1? DECEMBER 1962 69 be (anicd over WDAF (AM v 1 \ •). Kansas City. WDAF will al- so feed the games to a network of mid-western radio stations to be aimouiu ed later. PEOPLE ON THE MOVE: A. J. "Blondie" Stahmer, to KAYO, Seat- tle, as promotion manager . . . Buddy Webber to program direc- tor of KVI. Seattle, replacing Bob Cooper who has been moved to KFX, Portland, as assistant man- ager and program director . . . Pete Hunter to account executive at K.NBR, San Francisco . . . Rob- ert P. Irving to director of indus- trial relations for WGN, Inc. . . . Jerry Cronin, formerly with Katz, San Francisco, and with XTRA, Los Angeles, to the local sales staff of KNX, Los Angeles . . . Ruth H. Musser to the newly-created post of vice president for administration of WMCA, New York. She had been director of programing for the station. Kudos: Bill Jackson of WPTF, Raleigh, has been chosen North Carolina's top sportscaster for 1962 in a statewide election by Tarheel sportscasters and sports writers . . . The Leukemia Foundation hon- ored WKBW, Buffalo, and its per- sonnel for their participation in the 1962 Teenagers March Against Leukemia . . . Alfred Dresner, ex- ecutive of WWHG (AM & FM), Hornell, and WBNR, Beacon- Newburgh, was appointed as an arbitrator to sit in the Small Claims part of the Civil Court of the City of New York, by State Supreme Court Justice William B. Groat. Networks CBS TV garnered 13 of the 15 top shows in the Nielsen November II report, with NBC TV and ABC TV splitting the other two, Bonanza and Ben Casey. The top 15: SHOW RATING Beverly Hillbillies 33.7 Red Skelton 31.4 Candid Camera 30.1 l>en Case) 29.5 Lucy Show 29.1 Danm Thomas 28.9 Jack Benny 28.8 Andy Griffith 28.2 70 Gunsmoke 27.9 I've Got a Secret 26.0 Dick Van Dyke 25.0 Garry Moore 25.0 Bonanza 24.9 Ed Sullivan 24.9 What's My Line 24.8 The three tv networks are teaming up once again with the European Broadcasting Union for an experi- ment in transatlantic communica- tions. Later this week, on 19 December, the first transatlantic tv broadcast via a Relay communications satel- lite will be broadcast, including live pickups from both the U. S. and Europe. The 30 minute show is scheduled to start around 8:45 a.m., with Christmas the theme. The transmission vehicle was de- signed and built by RCA under contract to NASA and was launched on 13 December. New affiliate: WUFM, Utica, is joining the Northeast Radio Net- work, a division of Ivy Broadcast- ing which has 32 am and fm affili- ates in upstate New York and Penn- sylvania. Kudos: Walter Cronkite, CBS News correspondent and Richard Witkin, aviation editor of "The New York Times," are joint winners of an honorable mention in the 1962 Sherman Fairchild International Air Safety Writing Awards for their participation in "Twentieth Cen- tury" show "The Airport Jam," broadcast last season . . . The Letch- worth Village Chapter of the Wel- fare League, a division of the New York State Assn. for Retarded Chil- dren, presented Sam Cook Digges, administrative vice president of CBS Films, its annual award. PEOPLE ON THE MOVE: Ben Blank, formerly in charge of the graphic arts department for CBS News, to ABC News and Public Affairs as creative graphic arts di- rector . . . Eliot Tozer to manager- publicity, for CBS Radio. Reps Charles (Chuck) Bernard has ended his association with Weed & Co. and is returning on his own as a representative of country music stations. He had merged his rep opera- tion with Weed. Bernard's office will be head- quartered at 730 Fifth Avenue, New York. Petry came back with a sharp reply to a recent "Life Magazine" pro- motion of its regional plans. Retorted the rep firm: spot tv delivers 69% more unduplicated homes in one area and 92% more in the other than "Life's" regional plans. Martin L. Nierman, Petry Tv executive vice president, took this swing: "National publications can- not become adequate local and re- gional sales tools merely by sub- dividing their circulation." Rep appointments: KAKC, Tulsa, to the Katz Agency for national sales, effective 1 January. PEOPLE ON THE MOVE: John D. (Jack) Kelley to the New York office of Blair Television Associates as an account executive, from H-R Television . . . Dick Hamburger to the New York sales office of ABC Television Spot Sales as an ac- count executive . . . Sam Brown- stein, general manager of Prestige Representation Organization, to di- rector and vice president of Robert Richer Representatives. Brown- stein continues as a full-time em- ployee of PRO, but will assist in policy making and planning sales strategy for Richer, a non-compe- titive company . . . George Allen to Gates/ Hall/ Weed, from man- ager of KWIZ, Santa Ana . . . Don- ald B. Douglas to New York office of Harrington, Righter Sc Parsons as an account executive, from Dancer-Fitzgerald-Sample . . . Dell Simpson to Chicago radio manager at Adam Young, succeeding Roger Sheldon, recently named manager of the San Francisco office. Film Rod Erickson has made a deal with Four Star to represent it in broad areas. For example: suggesting new di- rections of diversification, looking into foreign distribution, getting SPONSOR/17 DECEMBER 1962 : • in on special problems with agen- < its and advertisers. William Mori is Agency will go on serving Four Star as sales agen- cy. Sales: ABC Films stored two large national sales to advertisers lor iis '(.ill Talk" show. Hill Bros. Col- lee (Ayer) bought the show lor 18 markets and Clairol (FC&B) will pick it up in five markets to date . . . Allied Artists Television's 32 Cavalcade of the 60's Group II Features to OAK-TV, Bakersfiehl: WFRV-T V, Green Bay; KHQ-TV, Spokane; and KONA-TV, Honolu- lu .. . ITC's "March of the Wood- en Soldiers," a full length Laurel and Hardy feature, to more than 50 stations for special holiday show- ing. Other ITC sales: "Broadway Goes Latin" to WICS, Springfield; WTTV. Indianapolis; WROC-TV, Rochester; and KBMT-TV. Beau- mont; and "South America: The Wakening Giant" to WBNS-TV, Columbus; WHIO-TV, Dayton; KEPL-TV, El Paso; WFBM-TV, Indianapolis; and WKYT, Lexing- ton . . . "United Artists Showcase for the Sixties," to 85 stations to dale, including sales to WPRO-TV, Providence; KENS-TV, San An- tonio; WOKR, Rochester; WFBM, Indianapolis . . . United Artists Tv's "Leave It to the Girls" to four more markets, tipping the total to .10 . . . Economee had a 30% in- crease of sales of half hour reruns over the same period of October- November last year. International note: ITC recently picked up contracts in Central America and Mexico totaling $269,- 000 and representing more than 2,000 half-hours of programing. In- Iternational sales by ITC for the first nine months of the year were up 40% over the corresponding 1961 period. Off the press: A new tv Program- ing Guide issued by Sterling Mov- ies U.S.A. which describes over 130 hours of film fare offered to sta- tions at no cost for public service programing. PEOPLE ON THE MOVE: Ward Byron and Tony Pann to the ex- ec utive staff of YPI . . . Paul Blus- SP0NS0R/17 DECEMBER 1962 tain to executive producer at the New Yoik office ol Fred Niles Communications Centers . . . Clay- ton Fox, for I I years with CBS and later with Desilu Productions, to vice president in charged business affairs for (den Glenn Sound Com- pany ol Hollywood . . . Cy Kaplan to sales manager, national sales, of IIC. Public Service NBC: TV and MGM-TV are mak- ing available on a loan basis prints of an "Eleventh Hour" episode dealing with illegitimate teenage pregnancy. The network and the film corn- pan) reporl some 40 requests to date from educators, ministers, gov- ernment agencies and private wel- fare organizations for the loan ol screening prints. Public service in action: • WFAA, Dallas, has a new on- air-leiters-to-the-editoi type pro- gram called "Sound-Off." Broadcast live each Tuesday, Thursday and Saturday, the show gives listeners a chance to air their opinions on a variety of subjects, ranging from na- tional issues to such local problems as housing. • WSB, Atlanta, as one of three co-sponsors of the city's second an- nual Halloween parade, has pub- lished a pictorial folder signifying the effect the huge affair has in com- batting serious vandalism on Hallo- ween. The folder shows sc enes from the costumed affair and letters com- mending the station lor its role. • WREX-TV, Rockford, took its mobile video tape cruiser equip- ment to Illinois Bell Telephone's new center in the city for filming ol a demonstration of the new direct dialing s\siem which just went into effect. Called "The DDD Story," the informative program was shown to Rockford viewers earlier this month. Kudos: WIL, St. Louis, received the 1962 Box 8 Award, presented by the Fire Department, the Greater St. Louis Safet) Council and the box 8 Club for "outstanding promotion, publicity and resultant success ol Fire Prevention Week." ^ AGENCY NEGOTIATORS (Continued from page 2'.)) and tv programing at Benton & Bowles, described him as "a terrible- tempered bull in the china shop ol advertising and broadcasting." Still another said, affectionately, he was the "Peck's bad bo\ ol the busi- ness." One of the significant characteris- tics in Rich's makeup is that he doesn't hesitate to speak his sharp piece. Rich himself has said that "a man must be able to move fast with a minimum of mistakes" in the branch of business he's in. Ob- servers point out that Rich's bat- ting average in behalf of the agen- cy's clients has been extraordinarily high and cite, as an example, ben- ton & Bowles' score-card (five pro- grams) in the recent Nielsen rat- ings of the top 15 shows. Speaking not so long ago on the touchy subject of client interference in program matters. Rich asserted: "You know, the sponsor takes the brunt of the criticism. But what's wrong with an advertiser not want ing to sponsor a certain show? What's wrong with it? He puts up all the dough. And big outfits like P&G and General Foods lean over backwards not to do anything that is in bad taste or anything that will put them in a bad light." Rich, it is pointed out, has shellacked the networks and governmental agen- c ies on o< i asion. Meanwhile, Benton fc Bowles con- tinues to prosper, it being the sixth biggest spender in broadcast media. Vital personality. Nor can the name of Sam H. Northcross, vice president ol William Fst\. be oxer- looked when it comes to singling out those "invaluable'' to network people. Northcross. whose agency is eighth among the top 50 in broadcast billings, is described as an "extremely vital personality" and as a "sophisticated adman." A southerner from Greenville. Miss., he's an admirable individual to have around Winston-Salem, home of client R. |. Reuiolds Tobacco Co. Other Est) broadcast accounts are Union Carbide, Dristan Cold Tablets, Chesebrough-Pond's, Bal- lantine Beer and Thomas Leeming. Much of Northcross' attributes probably stem from his journalistic 71 and research background, according to those who have worked with him on network problems. He was a crackerjack reporter on the Wash- ington Times Herald and also the publisher of two country weeklies in North Carolina. He also worked at the American Institute of Public Opinion with the Gallup Poll and saw service with the Army Air Force. He joined William Esty in I!) IS. There are indeed many colorful tales circulating about Northcross' knack and buying behavior but the most recent one is worth recording. It has to do with his presence some lime ago in a Gotham screening room looking at potential tv prod- uct. Alter the lights went up, he said swiftly: "I don't care what you put it opposite — it's going to make it." And within 36 hours, North- cross' biggest client, R. J. Reynolds, had grabbed half-sponsorship of this 30-minute program. Like Sibyl, the prophetess ol classical legend, Northcross had predicted correctly. A month alter the new season be- gan, The Beverly Hillbillies on CBS, an unabashedly cornball ve- hicle, had zoomed its way to a sen- sational Nielsen rating, leaving in its wake such rivals as Perry Como on NBC and Going My Way over \P>C. Real programing specialist. When network executives gather at the bar for their Gibson martinis, they also fix upon Lewis Titterton, the long-time senior v. p. and head of Compton's programing depart- ment, as an outstanding and knowl- edgeable figure to do business with. Titterton, before going to Comp- ton, gleaned invaluable experience at NBC. Networkers describe him as a tremendously informed "old school man." "He's a profound gen- tleman and most knowledgeable." "He knows casting, lighting, Holly- wood, the needs of clients, good sc lipt bins," said a top network ex- ecutive. "Titterton's a hep pro- graming specialist. His judgment is virtually always correct. And he's a learned man, to boot. Truly Creative guy. Moreover, the select circle of "savvy" creative thinkers would not be complete without the stimulating and ani- mated name of Sylvester L. "Pat" Weaver, according to those inter- viewed by sponsor. Presently, Weaver is chairman of the board of McCann-Erickson Intn'l and president of M-E Productions. Mc- Cann-Erickson, although declining in broadcast billings, is still one of the giants as the 10th among the top 50. Weaver's concepts and con- tributions to the broadcast field are too numerous to mention, in the opinion of networkers, and they say that "this truly creative guy" now ensconced at McCann-Erickson rates deep respect and top billing. A real fireball. They say there is nothing complacent about Nicholas Eugene Keesely, senior vice presi- dent and director of radio/ tv, Len- nen &: Newell. Networkers describe Keesely as a tireless worker, but this is not the principal reason he is in the top circle. "He's also a fireball, riding brilliant herd on a bunch of high-rated properties," said an observer. "He knows abso- lutely every phase of commercial broadcasting," declared another net- work executive. "This is an old- time showbiz man with exceptional skills behind his flamboyance." Keesely joined L&N in 1948 after handling program development for Mutual, program development and sales for CBS, and radio department for the Sam Jaffe agency. Runs everything brilliantly. A considerate human being with su- per skills and master knowledge of broadcast goings-on, the networkers maintain, is Philip H. Cohen, who has been linked with Sullivan, Stauffer, Colwell fc Bayles since its founding in 1946. Vice president in the tv/radio department and a di- rector of the agency, he joined SSC&B after leaving Ruthrauff R.- Ryan where he was head of daytime radio. Cohen masterminds much of the program buying, and networkers applaud him for "always playing square." "He's never evasive," said the execs at 30 Rock and 485 Madi- son, and W. 67th. "Cohen sure runs things brilliantly in his shop. "He is a quiet, wise and conscien- tious craftsman." ^ STARCH BATTLE (Continued from page 33) nounced its decision to sell for 39 cents, and reports are that it is giv- ing the acl budget the short end to do so, although Fuller, Smith, and Ross men on the account would not comment on this. Many industry people feel that cutting the ad budget at this time would be unwise with most con- sumer preferences still undecided. Details on five of the largest na- tional brands which are battling it out on tv are given here. Easy-On. Made by Boyle-Midway, a division of American Home Prod- ucts, Easy-On is the undisputed leader in the field. The first na- tional spray starch out (Glis was the first in 1959), it had an im- portant jump on its competitors. Rather sure of keeping the throne, the company attributes most of the product's success to its tv orienta- tion. Using tv exclusively, the com- pany has been able to fend off the competition of Niagara and Reddi- Starch, both of which started to ascend, but reportedly were held down. Cunningham & Walsh is the ad- vertising agency responsible for the successful ad plays. Thirty-second and minute spots are used on day- time and nighttime shows, mostly nighttime. On a great deal of net- work and some spot, the commer- cials are described as strictly good hard sell. The starch is low-priced in most markets. Sta-Flo. Television is the major medium for A. E. Staley's spray starch, according to Frank L. Calla- han, account executive at EWR&R, agency for Sta-Flo. More potential is offered for the product via visual advertising, he claims. "The spray starch field is one that can benefit from demonstration more than can most other products. A product such as this, in a highly competitive market needs every advantage it can get, and we consider television the most advantageous medium." Sta-Flo is now strictly a network user, with schedules consisting of day and night minutes. Up until 1962, however, Staley also con- ducted a substantial spot tv sched- ule for the product along with its network investments. Callahan pointed out that as of June of 1962 about 34% of the consumers have tried spray starch at least once, and 40% of these have made repeat purchases. He feels that this is a good record. Niagara. Having only been on 72 SPONSOR/ 17 DECEMBER 1962 the market nationally for eight months, Niagara spray has used mostly network tv minute commer- cials to push it to prominence. An aerosol of (lorn Products, Niagara's spots are more on daytime network shows. Corn Products has lour other starches out, but Niagara is the firsl spray. An immediate hit, the prod- uct is slated to unthrone Easy-On. Reddi-Starch. A large national spray starch, Reddi-Starch has moved in and out of the industry's restless spotlight. Holding an im- pressive 20% of the country's spray starch sales in 1961, by September of this year it could only claim 5% — a certain victim of the spray starch free-for-all. One of the first sprays on the market, the product was purchased by Simon i/ in 1959, from the Union Starch and Refining Company of Indiana, where it had been intro- duced under the label of Pennant Reddi-Starch. Prior to the purchase by Simon i/, Reddi-Starch was strict- ly regional, limited to midwestern areas. Simoniz started an intensive tv campaign for the item, in which agency Dancer-Fitzgerald & Sample plays an imporant role. Its earliest tv advertising centered around con- sumer education of starch sprays. W. J. McEdwards, advertising man- ager of Simoniz comments: "Now it's much different. With so much competition in the field, the com- mercials stress the brand name and specific product advantages. The copy platform of Reddi-Starch em- phasi/es such [joints as "new beauty for clothing . . . five ways for better clothes." Roth network and spot schedules are maintained, daytime and night- time primarily, with some scattered 20s. The company plans to con- tinue investing heavily in tv. Lestoil. Appealing on the na- tional scene in September 1961, Les- toil's Instant spray starch is main- taining a respectable 10% of the national market. Both network and spot are being used, but what's in the future nobody knows — or will tell. Due to increasing competi- tion, Lestoil switched from a small agency, Sackel-Jackson, to Fuller & Smith & Ross. The account moves officially on 1 January . (Please I urn to page 75) DOMINANCE in the AUGUSTA market THE AUGUSTA TELEVISION AUDIENCE MARCH 1962 AVERAGE QUARTER-HOUR HOMES REACHED SUMMARY NETWORK OPTION TIME AND LOCAL TIME DAY-PARTS STATION AVERAGE HOMES REACHED WJBF (NBC -ABC) Stotion "A" MONDAY THRU FRIDAY 5:00 PM to 7:30 PM 37,400 10,800 MONDAY THRU SUNDAY 5:00 PM to 7:30 PM 7:30 PM to 11:00 PM 11:00 PM to Midnight IS 11,100 20,800 5,400 BROAD DAY-PARTS WJBF (NBC -ABC! Station A (CBS) MONDAY THRU FRIDAY 9:00 AM to 12:00 Noon 12:00 Noon to 6:00 PM 22,300 5,400 7,900 SATURDAY & SUNDAY 9:00 AM to 12:00 Noon 12:00 Noon to 6:00 PM 15,100 20,500 5,600 8,200 MONDAY THRU SUNDAY 6:00 PM to 10:00 PM 10:00 PM to Midnight 43,400 13,600 18,700 12,100 6:00 PM TO MIDNIGHT 33,500 16,500 9:00 AM TO MIDNIGHT 25,400 10,900 SPONSOR 17 DECEMBER 1962 73 'BUYER'S VIEWPOINT By James W. Beach V.p., broadcast supervisor Foote, Cone & Belding Chicago Some advice to representatives I have the leeling that unlike sions, the advertising salesman on the street is many times sold by his prospect, rather than selling him. Why do I feel this way? Be- cause you as a group are probably as thoroughly trained and skilled in the knowledge of your business — of the stations you represent, of the markets which those stations serve, profiles in toto of the com- petitive programing aspects of the respective stations in the market, and of the total function of a group ol stations representing a tremendous cross-section of any type of market and for almost any type of product now manufac- tured. Rut do you always get this story across? ff you do, 100% of the time, then in my opinion you have that rare endowment referred to as genius. And among the aforementioned group of my per- sonal acquaintances, I don't hap- pen to know one. But I sometimes feel that the broadcast advertising profession, by virtue of the very structure of advertising agencies and their di- vergent modus operandi, has an additional sales barrier which is really subliminal in nature. It is not there by intent, but because of tradition, occasional inflexibility, and so forth. What 1 am referring to is this: in spite of all the prep- aration most station reps put into their pre-presentation planning, when you get to the agency or ad- vertiser you let them sell you. Why? Because they are specialists, too, and highly knowledgeable — ■ at least they should be, as you should be — about their respective products, marketing goals, budg- ets, etc. Because of this, ofttimes you accept as axiomatic the rep- resentation of timebuyers, account executives and research people with regard to their particular me- dia needs. Why? Are you not the bridge between the buyer and the market, and is not the market in an ever constant stage of transi- tion? Who should know best the im- portant related data pertaining to the markets you represent. Who should keep abreast of the almost daily metamorphosis taking place in these markets as a result of com- petitive media changes, shifting tides of population, new program- ing of stations, and more use of your medium by the manufactur- ers of competing products and the results they are getting at the con- sumer level. You, of course, and your clients, will welcome such knowledge if you really have it. Fear not that the rep's role in the advertising community will be de- preciated by computers. The indi- vidual application of the human equation to the media and mar- keting problem can never be re- placed— merely assisted and sta- tistical information expedited. 1 can't count the number of times that I have heard station reps say to me — why the hell did they buy such and such a station, or such and such a program, or even such and such a market? If you really have a valid sales posi- tion, which in the final analysis will measure up in terms of per- formance, and really apply specifi- cally to the product and the job to be done, this is where you start to convey an idea. If you approach this problem tactfully, sincerely, and with abso- lute knowledge of a total job to be done, and you do sell the idea, even if you have to go around or over the heads of certain people at times to do it — you know what happens? You ultimately become a hero. But more important, you make a hero out of the very peo- ple who have seemingly negated your ideas, because you make them look good, too, and they wind up, in most cases, with a warm feeling towards a creative salesman who had the guts to stand up and be counted and say I don't agree with you. By this, I don't mean that the mere standing up and not agreeing will bring you accolades. In most cases, as old "Nik" says, "It'll bury you." Why? Because you haven't done the proper prep- aration, indulged in the proper re- search, the total market analysis, the complete study of audience profiles, income levels, buying hab- its, as well as knowledge of the product and marketing goals of the client. My suggestion to you is to learn to communicate better with the people you call on. In most cases, this will evoke the kind of human response most of us are prone to give to pleasant, interesting, in- formed representation. If it doesn't at this point, of course, my message to you is again: "This is where you start to sell." ^ 74 SPONSOR/17 DECEMBER 1962 'SPOT-SCOPE Significant news, trends, buys in national spot tv and radio A continuing strong belief in spot tv's effectiveness was evidenced last week by Chicago's two leading spot advertisers; Alberto-Culver and Kellogg. Alberto-Culver completed renewals in all its top 25 spot markets. The only change was the addition of New Orleans, as reported previously, and there may be several other market additions forthcoming. Via Compton, Chicago, the A-C product lineup includes VO-5, Command, Rinse Away, Treseme, shaving cream and hair spray, and DermaFresh, representing an estimated outlay of $5 million this year in spot. Out of BBDO, which handles the so-called "new products" (VO-5 Shampoos and Get Set among the most prominent), another estimated $5 million went into spot since last March. However, BBDO has already negotiated renewals of its A-C markets, coinciding with Compton's, mak- ing the common expiration date for all A-C spot schedules 31 December 1963. Kellogg, via Burnett, is buying a substantial list of selected markets for a 52-week run beginning the first week in January. Minutes, both adult and kid appeal, will be scheduled in day and fringe night slots. The buying team: Mincheff, Weed, and Howorth. Ovaltine (Tatham-Laird) telescoped its list of spot markets last week, due to a budget cutback. Previously in 10 top markets, Ovaltine cancelled schedules effective mid-December, and will concentrate its spot activity in four markets only: New York, Los Angeles, Chicago, and San Francisco. In addition, this advertiser continues its network participations on NBC TV daytime and ABC TV nighttime. A substantial piece of business is anticipated via the agencies for Gen- eral Mills (Knox Reeves, Minneapolis, and Needham, Louis & Brorby, Chicago). All the General Mills spot schedules expired late last month, and new ones should be forthcoming. For details of other spot activity last week see items below. SPOT TV BUYS United Biscuit Co., which uses the brand names of Heckinan, Merchants, and Supreme, depending on the region of the country, is buying some 30 markets lor a two-week flight, using daytime minutes. The agency, George Hartman, usually buys several such (lights each year. The buyer: June Kemper. Salada Tea launches its winter campaign next month and is buying schedules in its northeastern marketing area. The campaign will last SPONSOR/17 DECEMBER 1962 STARCH BATTLE [Continued from page 73) I here are so many regional sprays out, and coming, that guesses range from H> to 60. The three major regional sprays aie discussed here. Glis. First in sales in the North- east, t\ is the big gun the product uses in the competition. Glis people claim the oncoming competition has not affected sales. limitless. Among the regional sprays, Faultless spray-on, a product of Faultless Starch Co., is perhaps the most significant. A Kansas City company in the starch business for 75 years, it markets in the southern half of the United States. Via Bruce B. Brewer agency, it uses spot tv exclusively in from 75 to 125 south- ern markets. The tv pattern of Faultless has been use of minutes, 20s, and I.D.s, with minutes scheduled in fringe time; I.D.s and 20s in prime time. Marketing director Bob Thomp- son feels that Faultless spray has an advantage because of its name. Cus- tomers in the lower half of the country have been familiar with the name for many years. As far as television usage is concerned, Thompson says that Faultless sched- ules its spots mostly in urban mar- kets, because it's chiefly the city women who are big spray users. Cotton Maid. A product of the Anheuser-Busch Corn Products de- partment, Cotton Maid has become a success in the South. Its advertis- ing is handled by D'Arcy, St. Louis. The no-cook, liquid starch was introduced in early 1951 under the consumer label of Cotton Maid. Keeping abreast with industry de- velopments, the product was pro- duced early this year in a plastic, refillable, spray container as Cotton Maid Instant Spra) Starch. Last spring, a limited television campaign was used to introduce the new spray. Schedules were placed in three metropolitan markets, using a total of seven stations. Com- mercials, minutes, and 20s were used, stressing dependability, ease of use, and sensible pricing as the basic claims. Plans lor 1963 Cotton Maid ad- vertising are still in the formulating stages, and the compan\ has no plans to expand the product at the present time. ^ 75 'SPONSOR President and Publisher Norman R. Glenn Executive Vice President Bernard Piatt Secretary- Treasurer Elaine Couper Glenn EDITORIAL DEPARTMENT Editor John E. McMillin News Editor Ben Bodec Managing Editor Mary Lou Ponsell Senior Editor Jo Ranson Chicago Manager Gwen Smart Assistant News Editor Hey ward Ehrlich Associate Editors Mrs. Ruth S. Frank Jane Pollak William J. McCuttie Barbara Love Art Editor Maury Kurtz Production Editor Mrs. Lenore Roland Editorial Research Cathy Spencer Special Projects Editor David Wisely ADVERTISING General Sales Manager Willard L. Dougherty Southern Sales Manager Herbert M. Martin, Jr. Western Manager John E. Pearson Northeast Sales Manager Edward J. Connor Production Manager Mrs. Rena Shindelman CIRCULATION Manager Jack Rayman John J. Kelly Mrs. Lydia Martinez Anna Arencibia Mrs. Lillian Berkof ADMINISTRATIVE Business Manager C. H. Barrie Assistant to the Publisher Charles L. Nash Accounting Mrs. Syd Guttman Reader Service Mara Rubulis General Services George Becker Madeline Camarda Michael Crocco Mrs. Rose Alexander Dorothy Van Leuven H. Ame Babcock Staff 'SPOT-SCOPE Continued for six weeks, with frequency up to 20 spots a week in some markets. Agency is Hoag & Provandie, Boston. Buxton, leather products manufacturer, is testing spot tv in four markets, Detroit, Pittsburgh, Atlanta, and San Francisco. The campaign, if suc- cessful, will be expanded next year but current schedules wind up at the end of this month. Time segment: minutes and 20s. Agency: Doyle Dane Bernbach. Falstaff Beer is renewing schedules in all its tv markets for 52 weeks starting 1 January. The spots are prime 20s. Agency on the Falstaff account is Dancer-Fitzgerald-Sample. Lehn & Fink is looking over avails for a 12-week campaign to push its Lysol Spray. The campaign is scheduled to get off the ground 7 January. Schedules call for night and day minutes. Agency: Geyer, Morey, Ballard. Marge Langoni is doing the buying. R. T. French is lining up a host of markets for its Instant Potatoes, look- ing for minutes in late evening and prime time. Kick-off date is 13 Janu- ary and schedules will run for 1 1 weeks. Agency is Kenyon & Eckhardt. Buyer: Louise Haute. Bristol-Myers will have some action in spot tv on behalf of Sal Hepatica. Schedules kick-off on 10 January and run for three weeks. Time segments: night and day minutes. Agency: Young & Rubicam. Buyer: Bill Dollard. Clark-Cleveland is going in for eight weeks to promote its Fix-O-Dent. The call is for minutes, both night and day, to kick off on 21 January and several markets are slotted for the action. Agency: Ralph Allum. Buyer: Howard Webb. SPOT RADIO BUYS Pacific Ocean Park, Santa Monica, has launched an intensive radio spot drive with heaviest penetration in the west coast marketing area. The campaign will run through the summer of 1963. Agency on the account is Carson/Roberts, Los Angeles. Oregon Highway Department's Travel Information Division will spend $400,000 in a national advertising campaign in 1963. Included will be radio and tv spot activity from April through June, with heaviest sched- ules in California and Washington markets and smaller schedules in Idaho and British Columbia. Cole & Weber of Portland is the agency. General Motors Harrison Radiator division is going into approximately 125 markets with a campaign it launches 14 January. Schedules will continue for seven-eight weeks, in afternoon time. Agency: D. P. Brother. 76 SPONSOR/17 DECEMBER 1962 OUR THANKS TO THE COLORADO BAR ASSOCIATION FOR ITS SECOND ANNUAL JUSTICE AWARD The Colorado Bar Association established its annual JUSTICE AWARD in 1961, to be presented to the medium . . . "that best explains the role of the law and the Courts to the American Public." In 1961 and again in 1962 this award was presented to the KLZ stations in Denver. The JUSTICE AWARD presentation read in part... "It is particularly significant that at a time when the need was never greater to explain the role of the law and the courts to the American Public that KLZ Radio and Television have unselfishly answered this need through the radio program "Party Line" and the brilliant television documentary dealing with court reform." This is another example of KLZ Radio and Television's dedication to public service programming of real significance. KLZ-AM-FM-TV cbs in denver time-life broadcast inc. Incoming President, Colorado Bar Assoc. William K. Ris President, KLZ-AM-FM-TV Hugh B.Terry President, Colorado Bar Assoc. Harrison Loesch ^**^-w? tf. v ff~ M I Puzzle: Son of "Whose News Is Whose?" In response to requests from literature lovers, we offer a sequel to "Whose News Is Whose?" What we mean is, if you couldn't solve that one, try this. It's easier. Same rules, same reward. New situation, also fictitious. In the days when men were men and land was cheap, five WMAL-TV newscasters* bought a couple of acres and built modest vacation cabins of identical design. To avoid confusion, each cabin was painted a differ- ent color. Each cabin contained (and still does) one clean-living, clear- thinking newscaster, one trusty dog, and one musical instrument with which the newscaster amused himself as he contemplated the verities.** Got the pitch? Here's the puzzle: McBee lives in the red house. Allen owns a Weimaraner. The man in the green house plays the recorder. The green house is immediately to the right of the ivory house. The Maryland newsman owns a Samoyed. The man in the yellow house is the Capitol reporter. The man in the middle house plays the drums. McCaffrey lives in the first house. The business news- caster lives in the house next to the beagle owner. The collie owner lives next to the Capitol reporter. The weather man plays the violin. Gilmartin is the sports reporter. McCaffrey lives next to the blue house. Batchelder plays the piano. Who owns the Doberman Pinscher? Who plays the trombone? *The other four, ABC World Newsman Cochran, Backstage reporter Grant, Vir- ginia newsman Meyer and DC reporter Deibert, are confirmed urbanites. **For a complete daily report on the verities, Washington relies on WMAL-TV's hour-long 6:30 P.M. Evening Report, all the news that's fit to squint. Check H-R for current availabilities. « JO N < -I CL o -> r- _i< CM ul CJ. 2 U CTv Q Ol CC i 0>\ iO CL fl 5 Z (0 Z JO * wmol-tv Evening Star Broadcasting Company Washington, D. C. represented by H-R Television, Inc. Affiliated with WMAL and WMAL-FM, Washington, D. C; WSVA-TV and WSVA, Harrisonburg, Va. SPONSOR THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE SPECIAL YEAR-END REPORT p. 21 Review of events in radio/tv ad- vertising in '62 24 DECEMBER 19G2— 40c a copy / $8 a year DWARD PETRY 8c CO.. INC. In Detroit. . . TToiS BRlTTOB TBlB^ Business-labor reporter for WWJ News, Britton Temby keeps an experienced finger on the pulse of union-management developments, informs his audience of industrial swings and counter-swings affecting their jobs and incomes. Temby also specializes in crisp, incisive interviews with local and national leaders for the great WWJ News operation— the only Detroit service enhanced by: • 13-Man Broadcast News Staff — Michigan's Largest • Newsgathering Resources of The Detroit News • NBC Correspondents in 75 Countries WWJ news WWJ-TV STATIONS Owned and Operated by The Detroit News National Representatives: Peters, Griffin, Woodward, Inc. Why WBEN -TV Buffalo, bought Volumes 1,3,4 & 5 of Seven Arts' "Films of the 50's" IN BUFFALO WBEN-TV KEEPS ITS AUDIENCE ENLIGHTENED, INFORMED ENTERTAINED WBEN-TV pioneered Buffalo television in 1948 and ever since has been dedi- cated to quality programs and public service — through outstanding local and CBS programs. In the community-service field, WBEN- TV, the only Buffalo-area station with its own mobile unit always available, has brought its viewers Sunday services live and from a different church weekly for more than a decade. Such live shows as state political con- ventions, a dozen direct telecasts annu- ally from the county fair, farm-service programs, live school telecasts, opera workshops, State University of Buffalo Round Tables — plus regattas, Seaway specials, Niagara Falls Power inaugural, State Thruway dedication -these and many other direct telecasts attest to the community spirit of Ch. 4 in Buffalo. To serve this great Western New York audience -that has come to expect the finest in television from WBEN-TV- it is also necessary to choose the finest film entertainment available. That is why WBEN-TV purchased Seven Arts' "Films of the 50's." WBEN-TV feels that these superb films will continue to pro- vide its viewing audience with well- rounded entertainment. This audience loyalty will be reflected in client satis- faction, WBEN-TV confidently believes. SEVEN ARTS ASSOCIATED CORP. A SUBSIDIARY OF SEVEN ARTS PRODUCTIONS. LTD. NEW YORK: 270 Park Avenue YUkon 6-1717 CHICAGO: 8922-D N La Crosse (P 0 Bon 613). Skokie. III. ORchard 4-5105 DALLAS: 5641 Charleston Onve ADams 9-2855 LOS ANGELES: 3562 Royal Woods Drive. Sherman Oaks. Cahl STate 8-8276 TORONTO. ONTARIO 11 Adelaide St West EMpire 4-7193 For list ol TV stations programming Seven Arts' "Films ol the 50's" see Third Cover SROS (Spot TV Rates and Data) Individual feature prices upon request. SaK**! The "general call" was the quick way to spread word around town that fresh goods from the factory were now in stock. You still can't beat it. But in modern Sioux Falls and its satellite cities, "general call" coverage is achieved through a jet-age method. KELO-PLAN RADIO. This total-audience plan, developed by KELO, is radio saturation with a spec- tacular difference. You get strategically mapped-out, con- firmed times. You get KELO- LAND's full battery of per- sonalities to back up your cam- paign. And you buy that whole powerful campaign with the ease of buying a single spot. NBC KHQ SHOPPERS* STATfON 13,600 Watts Radiated Power Sioux Falls, S.D. and all Kelo-land JOE FLOYD, President Jim Molohon, Mgr.; Evans Nord, Gen. Mgr. Represented by H-R In Minneapolis by Wayne Evans & Associates 'SPONSOR 24 DECEMBER 1962 Vol. 16 No. 52 SPONSOR-WEEK / News P. 7 Top of the News p. 8, 10 / Advertisers p. 60 / Agencies p. 56 / Radio Stations p. 61 / Representatives p. 62 / Film p. 62 / Public I Service p. 62 SPONSOR-SCOPE / Behind the news P. 15 SPONSOR BACKSTAGE / First family P. 12 KEY STORIES 1962 Year-end report TV: IT WAS A 'TELSTAR' YEAR / Among the top stories of 1962: Treyz's exit from ABC TV; LeRoy Collins and his anti-cigarette speech; contro- versial Nixon-Hiss program. p_ 22 RADIO: YEAR OF THE BIG FREEZE / Most important radio story of 1962 was the FCC freeze on am licenses. Others: networks in black ink; fm made visible progress; station revenue down. p_ 26 AGENCY ACCOUNTS: THE BIG SWITCHES / Highlights at the year end include Y&R's and JWT's $13 million gain; L&F's loss of two giant clients; F&S&R's added consumer accounts. p. 28 WASHINGTON: QUIET, BUT NOT DULL / FCC threat to licenses; Com- mission changes favor New Frontier; FTC loss on "sandpaper ruling" — such events set the tone of the year. p_ 30 AGENCY BILLINGS: RADIO/TV UP / Survey of top 50 agencies shows broadcast billings up 9% in 1962. Closer look reveals unexpected facts on agency growth. P. 32 NON-MAN OF THE YEAR AWARD / A light look at a serious subject: the machines, methods and systems which helped ease the burden of the broadcasting world in 1962. p. 36 TIMEBUYERS: ACTIVITY WRAP-UP / Hectic year for the timebuying fraternity was marked by an upswing in broadcast buying. Supplement- ing the buying activity: presentations, dinners, etc. p_ 39 U.S. RADIO/TV OWNERSHIP ESTIMATES / Reprint of data compiled by A. C. Nielsen Co. on size, location of U.S. radio/tv audiences, county- by-county, for Montana through Wyoming. p. 42 TIMEBUYER'S CORNER / Inside the agencies P. 40 WASHINGTON WEEK / FCC, FTC and Congress P. 55 SPONSOR HEARS / Trade trends and talk P. 56 DEPARTMENTS 555 Fifth p. 5 / 4-Week Calendar p. 5 SPONSOR (g> Combined with TV ®. U.S. Radio ®, TJ.S.FM 5«L 1^f .--it SMoverick .? — 1 — BOUR BEAT m i~- ,?4 f*-p~*L &■■* i %<;* <*=■» Now available on an individual market basis 20 Warner Bros. Television Division . 666 Fifth Ave.. New York. New York . Ci 6-1000 SPONSOR/94 DECEMBER 1962 YEAR-END REPORT In some respects, 1962 was a year of 1 anticlimax, h was the year alter the year of attack and counter-attack be- tween tv and the New Frontier. Bui broadcasting and advertising established some new frontiers of their own in 1962 as the news photos above recall. Re- member the product protection hassle, the arrival of the computer, the rise in documentaries and editorials, the Smith- Hiss case? For a review ol the year's top stories, please turn the page. SPONSOR/24 DECEMBER 1962 NEWSMAKERS OF THE YEAR LeRoy Collins The NAB president created tension in the broadcast industry when he charged that cigarette advertisers aimed at youth for sales. The broadcasters took violent issue John Crichton A man of firm convictions concerning the ad world, 4As new head strongly advocates that "advertising agencies should spear- head the cooperative information program" Thomas W. Moore In taking over Ollie Treyz's vacated post as ABC TV head. Thomas Moore expressed per- sonal and profound gratitude to his pred- ecessor for "first taking a chance on me" 1 Huge thrust for space communications Notable event of '62 was launching of AT&T's "Telstar." Seen is tv image of Mt. Rushmoreon special "live" tv show sent to Europe in July via Bell System's satellite 1962 YEAR-END REPORT: TV This was a 'telstar' Among top stories: Oliver Treyz's exit from ABC TV / NAB's LeRoy Collins and his anti-cigarette speech / Nixon-Hiss show and sponsor reprisals i — j It proved to be a year of blessings and brouhahas, a year in which the television broadcasters with their hoes and mattocks ploughed earnestly in Minow's supposed wasteland. It was a plowman's progress with the soil infinitely richer. Minow appeared pleased with the way the loamy seedbeds looked in the prosperous Valley of Video. The year also saw a continuing battle for bigger ratings, a beating of the Madison Avenue bushes for more advertisers and an unending quest for a winning image. These were the troika objectives of the bitterly competitive networks. On a secondary level, television stations were engaged in similar jousts and their lances were no less sharp. Business on the whole was tip-top and optimism pervaded the massive television terrain. Treyz gets the gate. In squally March, hell broke loose at ABC TV. Oliver Treyz's one-man opera- tion was over. The man who had built up the third network was in the doghouse, apparently for a number of reasons. Perhaps it was brought about by his demeanor in front of FCC and Congressional committees. Whatever the reason, Treyz had outlived his usefulness as president and brainman of the ram bunctious network, a network which had built its reputation un- der his domination on a schedule packed with action and adventure programs. After a reign of more than five years he was out, and in 22 SPONSOR/24 DECEMBER 1962 vm Smoke produced fire Broadcast journalism on the griddle Flames ignited when NAB president LeRoy James Hagerty (I), ABC TV's news chief, and Howard K. Smith, who were Collins delivered his speech on tobacco involved in the program dealing with Richard Nixon and Alger Hiss year for the television broadcasters his place was Thomas W. Moore with the title of vice president in charge of the network. Julius Barn- athan, former president of the ABC TV o&os, was named vice presi- dent and general manager. Shortly after, Treyz moved to Warner Bros, where he was named vice president and world-wide sales manager. In November, TvB gave him an award for "outstanding service to the tv industry." He had been TvB's first president. Other significant developments of the year included a battle over "product protection" that raged on several fronts. Ad agencies claimed a victory, so did the broadcasters. "Piggyback" tv commercials also came in for discussion with a re- port that they were thoroughly dis- liked by broadcasters. Also, there was a cry from many individuals in- side and outside the industry that no commercial be permitted to have a higher sound level than that of the regular program schedule. The FCC, implored by dissatisfied liewers, threatened to do something about it. "I would like to have a rule of the FCC which limits the volume of commercials to the vol- ume of adjacent program ma- terial," FCC Chairman Minow said hopefully. It was a good zingy year, in many respects. Tv broadcasters got up more gumption and became bolder editoriali/ers on the air. More pub- lic affairs-editorializing conferences were held and both FCC Chairman Minow and NAB prexy Collins urged the broadcasters to speak up in their communities. "You should know that the Commission stands behind you," Minow assured the licensees, "and we are not back here to 'bushwack' you." Collins and tobacco. Where there is smoke there is bound to be a conflagration, as any match-user is aware. In November, huge flames were ignited over both Broadcast Row and Adman Alley by NAB President LeRoy Collins when he struck out at broadcast commercials for tobacco "aimed at young peo- ple." It was a relatively minor speech ("personal views" and in no way reflecting the policy of the NAB board, he said) delivered in Portland, Ore., but it sparked an uproar that may yet cost him his job. Certainlv it will haunt him for days to come. Collins' speech af- fected some of the biggest sponsors, the biggest agencies and top-rated features on the airlanes. Tobacco makers spend in the region of $140 million annually in broadcast media. Many NAB members grew in- dignant. The networks indicated they did not see eye-to-eve with Col- lins on this touch') issue. A tide of resentment spread against the NAB chieftain for his anti-cigarette ad- vertising remarks and the big cpies- tion at year's end was whether the NAB board members who gather in Phoenix next month would renew his contract or drop him. Said one informed NAB member, perhaps summing up the burning problem: "I can't imagine anyone would be so dumb as to demand his resigna- tion. You've got to be against sin — SPONSOR 24 DECEMBER 1962 23 NEWSMAKERS 01 IE YEAR Newton Minow With his earlier bite blunted, FCC's head gave an unusually friendly speech before NAB's First Editorializing Confer- ence, sparked most talked about event Leo Burnett A spectacular 44% increase in broadcast billings over last year was recorded by his Chicago agency. The figures: $98 5 million, 1962. In 1961: $63.2 million B Robert F. Hurleigh Mutual Broadcasting's president can chalk up 1962 as one to remember. For first time in a decade, raHb network was in the black. Billings edged close to $6 million against kids smoking, kids drinking, and so forth." Collins said he was going ahead with plans to recommend Code changes. He recalled CBS' docu- mentary The Teen Age Smoker, and said it provided "substantial documentation which underlies my \ iews." Volcanic p.s. show. To even a casual observer of the year's hap- penings in Broadcast Row, it was evident that a whopping number of the public service programs pre- sented by the three networks came in for high blood pressure contro- versy on the part of related and un- related advertisers, various govern- mental agents, sundry organizations and, as is customary, pro bono pub- lien, or Indignant Viewer as he pre- ferred to identify himself on the phone or in letter. Among the chief "headache" producers of the year were these disputatious documentaries and dramatic presentations: CBS TV, despite various pres- sures, presented the abortion epi- sode on The Defenders. Subsequent surveys revealed that more than 70% liked the production very much. Some 86% thought it rutins; and proper to present. Some 64% did not notice that a different spon- sor was on the scene for the occa- sion. Some 92% thought the prob- lem of abortion was presented fairly on The Defenders. Displaying vigorous journalistic behavior, CBS TV irritated a num- ber of Bostonians and other resi- dents of Massachusetts when it of- fered Biography of a Bookie. CBS TV was charged with presenting an unfair and distorted picture of Bos- ton gambling. The FCC, among others, backed up CBS and rejected the state's indignant claims. NBC TV also raised the hackles of some Newburgh, N.Y., city offi- cials with its documentary titled Battle of Newburgh. Here, again, the FCC did not agree with New- burgh officialdom that the docu- ment ar\ was biased and lacking in objectivity. Still another hot potato on NBC TV's documentary front was the David Brinkley presenta- tion of The Great Highway Rob- bery dealing with highway con- struction which charged some in- dividuals with graft and corrup- tion. Before the year ended, NBC was slapped with a $500,000 libel suit by the state of New Hampshire which, among other things, said it had been held up to "public scorn and ridicule." In December NBC TV finally unveiled The Tunnel, a powerful documentary depicting the actual construction of an escape route for more than 50 East Berliners. The documentary, before its unveiling, brouglit strong protests from our State Department as well as ques- tionable glances from both the East and West German governments. Smith-Hiss show. Perhaps the most volcanic public service presen- tation of the year was ABC TV's presentation of Howard K. Smith's political obituary on Richard Nix- on. There were cancellation at- tempts on the part of ABC TV sponsors and there were several af- filiates who refused to carry the pro- gram. One of the major issues seemed to revolve around the rights of sponsors to censor news treat- ment by attempting to cancel their contracts for programs which had nothing to do with the broadcast at issue. ABC TV took considerable pun- ishment from many rightwingers for its presentation of the program, but in the main the network was applauded by industry leaders and the press for maintaining editorial freedom and the persistent right to present what it deemed news- worthy. To explain his position in the matter, ABC TV's news chief James Hagerty appeared on Smith's program the week after the Hiss in- cident. "To yield to prior censor- ship and the pressures of personal attack and economic boycott is to surrender to the basic right of free- dom of the press," Hagerty asserted. "This right we will never sur- render, or compromise. To do so would be to betray our responsi- bility as a news medium." FCC Chairman Minow supported Hag- erty in his efforts to keep broadcast journalism free. At a news confer- ence, President Kennedy said he didn't see the program "but I thought Mr. Hagerty and Mr. Min- ow expressed the view with which I am in sympathy." SPONSOR 24 DECEMBER 1962 Net daytime rates. As was ex- pected, the tv networks announced daytime iate increase, because of constant!) growing audiences. Ef- fective next month, CBS TV was tipping iis morning strip rates. At ABC TV, rates would go up for the day's entire schedule except for Ernie Ford and Discovery. NBC TV had already adjusted its day- time rate structure months ago. The third quarterly report by TvB last month revealed total spot lime billings of $151,922,000, a fat gain of some 17"(1 over the same period last year. P&G, as in the past, was the chief spot user with a staggering budget of some SI 4 mil- lion. Colgate was next with .S6.5 million. Favorite purchases con- tinued to be announcements, with program sponsorship as runner-up, and IDs in third place. According to the NAB, average station wages in tv were up 7%. Biggest increase went to tv news di- rectors. Their salaries zoomed up to an 1 1.3% level. Satellite communications. On the satellite communications front, the United States scored an impres- sive victory in July when it success- fully launched the AT&T's Telstar, thus giving television an extraordi- nary boost in the arm, particularly among the underdeveloped lands Unfortunately, Telstar developed several maladies and conked out last month. However, a new mem- ber in the satellite communications family bobbed up this month, the RCA Relay, reportedly the newest and most powerful active repeater satellite. Relay I unfortunately ex- perienced power trouble and did not make (he grade. Another Relay satellite will be launched in the spring, it was indicated. March of etv. IT V took a giant stride in WHV2 with many benedic- tions from the Federal government. In the New York area, WNDT made its appearance on Channel 13 after a labor dispute with AFTRA. Meanwhile, the "Fourth Network," with National Educational Tele- (Please turn to page 63) '62 had new satellite, strong documentary, etv, and major firing RCA attempted launch <>I its newest active re- peater satellite but it experienced power trou- ble. New Relay will most likely be launched in the spiin<» of 1963 Piers Anderton(r), NBC News' man in West Berlin, narrated "The Tunnel," story of es- cape from East Berlin. NBC made $10,000 con- tribution to tunnel dig Edward R. Murrow (I) emceed opening pro- gram for WNDT, N.Y. It is considered the most important educational tv outlet in the coun- try. AFTRA strike marred the premiere End of an era came to the networks when ABC TV gave boot to colorful Oliver Ticw. after rambunctious reign of some five years. 1 i ( \ / is presently working as a \ .p. for Wai ner Bros. SPONSOR/24 DECEMBER 1%2 25 1962 YEAR-END REPORT: RADIO NEWSMAKERS OF THE YEAR Matthew J. Culligan The former Interpublic executive and one- time boss of NBC Radio made news this summer when stricken Curtis Publ. reached into broadcast land to name him head R. Peter Straus The president of radio station WMCA, New York, took a giant step forward in broadcast editorializing, and sought Su- preme Court decision for reapportionment James C. Hagerty Unrattled by threatened advertiser defec- tions, ABC's news chief stood firmly be- hind Howard K. Smith's inclusion of Hiss in the famous Nixon "political obituary" Radio to remember '62 Among top stories: FCC freezes am applications/ radio networks in black/fm sees national promo- tion office/ FCC reports decline in '61 profits 1962 was far from a standstill year for radio. It was a year of sweeping changes — some up, some down. On the sunny side were the re- ports by the radio networks that they were operating in the black, some for the first time in several years. The growing fm medium learned that it was growing much bigger, with fm homes near 15 million, the news of some import- ant national buys, and the plans for a New York promotion bureau. Radio (and tv) news got a strong foot in the courtroom door at the Billie Sol Estes trial in Texas, another milestone in the airlanes' fight for freedom of information. Daytimers scored a long-sought hit, if not a home run, by getting the ok to increase airtime at sun- rise. On the darker side, FCC tabu- lations on radio income clouded the outlook at year's end, noting a decline in station profits and reve- nue for 1961. And the industry was astounded when the U.S. Cen- sus Bureau recheck of radio homes showed a drop in penetration from the 1950 report. But whatever else happened to radio during the past 12 months, 1962 goes down in the books as the year of the deep freeze. The quick freeze. When in May of this year the Federal Communi- cations Commission let go the order that no more applications for am license would be consid- ered, radio broadcasters were sur- prised at the quick move, but in retrospect they had to know that it would come. As far back as late January, early February, the NAB had already begun to squirm about radio's burgeoning "population." The group's joint board of directors had appointed a radio committee to review the problem. At that time there were some 3,700 am stations on the air and fm was fast nearing 1,000 stations. Signal and engineering problems were impor- tant, but overshadowing those de- mands for elbow room was the fact that, in 1960, 81 am markets with three or more stations were oper- ating in the red, said the FCC. And nearly one-third of all radio sta- tions were below the profit line. More obvious warnings came at the NAB Convention in April, when NAB president LeRoy Col- lins stood up before the member- ship and declared: "There is no more important work before us than to find remedies for the over- population of radio." At the same convention, FCC Chairman Newton N. Minow kept the ball rolling: "I propose an in- formal, face-to-face, shirtsleeve working conference" between FCC and NAB committees to discuss Minow on overpopulation FCC Chairman suggested FCC-NAB sessions to study overpopulation in April, ordered am freeze month later 26 SPONSOR/24 DECEMBER 1962 as the year of the big 'deep freeze7 the problem of radio overpopula- tion. No waivers. By the end of the month, an NAB-appointed com- mittee of nine was ready to sit down with the FCC in just such a shirt-sleeve session. Ten days later, the FCC "partial" freeze was on. The suddenness of the government action left 60 license-seeking groups in the lurch who would together stand to lose $200,000 or more in engineering and legal fees. Networks show profit. But while the local stations huddled to keep out the FCC cold, the nation's four radio networks had some good news to report. Mutual Broadcast- ing, said president Robert Hur- leigh, would break into the black in 1962 for the first time in 10 years. NBC's executive v.p. Wil- liam K. McDaniel told affiliates in December that that radio network was in the black for the third straight year, and blacker in 1962 than ever. CBS Radio had an- nounced earlier that it didn't quite make black in 1961 but defi- nitely would in '62. NBC also hinted to its affiliates that advertising rates are in for a boost next year, and announced that the network was working with A. C. Nielsen Co. on a plan to measure listening to self-powered radios. ABC Radio's new rate hike goes into effect 1 January with increases of from 8-35%. President Robert Pauley called im- provement in the station lineup and clearances, as well as greater advertising demand, reasons for the increase. Another matter of money at the networks popped up in June when the CBS Radio Affiliates Board made it clear to the network that it wanted a revision of the com- pensation policy — to reinstate money as medium for station pay- ments instead of programs for sale locally. CBS Radio okayed the change, with these conditions: 1) Year of fm progress. Fm broad- casters had a field year which was climaxed by a $150,000 contract between Magnavox, through Ken- yon & Eckhardt, and the National Assn. of FM Broadcasters in a deal that swings the money for time from the stations to NAFMB to establish a New York research and promotion office. NAFMB is cur- rently shopping for a director to staff that office, which can run for one year on the Magnavox funds. Just a month earlier, in Septem- ber, it was confirmed that General Electric had purchased a one-hour Victor Borge program to be sched- uled weekly on a 40-station QXR Network hookup. Agency is Young & Rubicam. Two important research projects gave fm a solid shot in the arm in 1962. In June a QXR Network study estimated between 14 and 16 million fm homes, and the growth rate was set at 2 million sets per year. Another study, by The Pulse, Inc., put the number of fm homes at 14,890,500, or 31.2% of all tele- vision homes. Both studies docu- mented theory that fm homes have higher incomes. Radio Advertising Bureau kicked off the year in January with an- nouncement of the RAB Test Plan to sell and supervise major radio test campaigns to advertisers. It proposed that participating sta- tions pay 10% of billings received to RAB for research on effective- ness. Coupled with this plan for advertisers, RAB announced in April a companion six-point plan to make radio more attractive to the large ad agencies. RAB was in the center of more radio news in April when president Kevin B. Sweeney announced his plan to resign that post in Febru- ary 1963. An RAB committee scan- (Plea.se turn to page 64) Radio editorializing encouraged Secretary of State Dean Rusk (1) talks with NAB presi- dent LeRoy Collins during Washington conference on broadcast editorials attended by radio men SPONSOR/24 December 1962 Networks had a profit year Networks announced profits in 1962. Hero NBC Radio's chief, Wm. McDaniel (r). and newsman Frank McGee (c) inspect new "Radio Central" with v.p. Win. Tievarthan 27 iiiruueuAifirD^ NtndmHntlfd OF THE YEAR Edward A. Grey Problems revolving around product pro- tection got airing when Ted Bates' media chief started pressure on Westinghouse, stressing advertiser's right to insulation Edmund C. Bjnker Announcement of this former CBS man as successor to RAB head Kevin Sweeney put to rest the heavy speculation along Madi- son Ave. and climaxed a long search Lucille Ball Aside from picking off top ratings for her Lucy Show on tv, the red-headed star bought her ex-husband's share in Desilu, became head of multi-million dollar firm 1962 YEAR-END REPORT: AGENCIES Account give-and-take Y&R and JWT winners with $13 million each / L&F slips-two giant clients go to JWT / F&S&R adds consumer accounts / Computers arrive Top winners and losers, the ad- vent of computers at agencies, and the considerable acquisition of consumer accounts by an industrial house, lead the list of highlights among advertising agencies for 1962. Headliners in the win and lose columns among advertising agen- cies due to account switches this year, included Young & Rubicam, which gained about $13 million, J. Walter Thompson, which reached the same level, Lambert & Feasley, which lost four accounts worth ap- proximately $17-18 million. Three of the L&F clients went to JWT with about $7.5 million in billings, while Lennen & Newell received the rest. Another highlight for the year, was the increasing acquisition by Fuller & Smith & Ross, heretofore known in the trade as an "indus- trial agency," of several consumer accounts, most notably the $4 mil- lion Lestoil bundle (about 90% of which is spent in tv) from Sackel- Jackson. Y&R'S big gains. Y&R gained $13 million, mainly by catching the Chrysler corporate $10 million from Leo Burnett. The agency picked up another $2 million from L&N via Cluett, Peabody & Co. (Arrow domestic) . It also gained about S3i/2 million (estimate is between $3-4 million) with the Playtex gir- dle account which had been han- dled by Ted Bates & Co. (Bates also received about $4 million to handle the International Latex Living Bra and Living Gir- dle which had been with Reach, McClinton.) The biggest Y&R loss was the nearly $3-million account for Union Oil Co. of California which went to Smock, Debnam & Waddell. JWT nets $13 million. JWT hauled in two really big ones with Phillips Petroleum's nearly $8 mil- lion and Listerine's $5 million plus $2.5 million of other Warner-Lam- bert business. The Phillips switch was made following a quarter-cen- tury tenure at Lambert & Feasley. Warner-Lambert's Listerine ac- count also had been with L&F. Another addition to JWT: Helene Curtis ($2.5 million), which gave JWT a net of $13 million. L&F also lost about $3i/2 million worth of business to L&N for W-L's Fizzies, Richard Hudnut, and Du Barry items. Two big losses for JWT, men- tioned below, amount to about $5 million. All the account-loss rain unre- lieved by any sunshine caused a great deal of speculation in adver- tising circles toward the end of the year about L&F's future. As pointed out in Sponsor-Scope (24 September) , W-L has been try- ing to decide whether to sell or merge its agency, or whether to ab- sorb it in the corporate structure. This week, or next, L&F is moving from Morris Plains, N. J., to W-L's Manhattan office. Other big changes. Nine other big account changes among the na- tion's top network and spot tv ad- vertisers are: 1) General Mills moved its $7- million Betty Crocker baking mix- cake-frosting account from BBDO to Needham, Louis & Brorby. In 1961, General Mills placed eighth among network tv advertisers and 25th among spot, with a total of about $24 million. The Betty 28 SPONSOR/24 DECEMBER 1962 highlights 1962 activity at agencies Crocker products involved in the agency transfer accounted for about $4i/2 million of this total (see table below) . 2) American Home Products Corp. which transferred Dristan with about $5 million in tv billings from Tatham-Laird to William Esty Co. American Home is a big tv spender. Ranking second only to P&G in 1961, AH spent $34 mil- lion in network advertising, and $8.75 million as the ninth biggest spot buyer. 3) Scott Paper Co. transferred its approximately $2.5 million Scotties and Scott Tissue budget from JWT to Bates. About 60-80% of this is spent in electronic media, very largely tv. 4) Lestoil (Pine Lestoil, Sparkle Lestoil, Lestare, and Lestoil spray starch) moved from Sackel-Jackson to Fuller & Smith & Ross with about $6 million for tv advertising and another half-million dollars for oth- er media. The firm is 21st on the list of 1961 spot tv buyers ($4,662,- 670). 5) Nestle Co. switched Instant Nescafe from Esty to McCann- Erickson. Product bills at about $5 million. Nestle Co. is 20th among 1961 spot tv buyers ($4,718-, 820). 6) Ha/el Bishop took Lanolin Plus out of Daniel & Charles and brought it to Kenyon & Eckhardt. An estimated 75-80% of the $3- million budget is allocated to broadcast media, mostly tv. 7) Brown & Williamson Tobac- co Corp., which switched its $6.5- million Belair cigarette account from Bates to Keyes, Madden & Tones, ranks 11th among 1961 net- work tv advertisers ($14,132,771). About 80% of the Belair budget is allocated to video. 8) Colgate-Palmolive applied $2.5-million worth of Wildroot bal- sam to D'Arcy Advertising at Bates' expense. C-P is fourth among 1961 spot tv advertisers ($14,989,170) and six among top network tv buy- ers ($21,513,940). 9) National Dairy Products Corp. went from JWT to Foote, Cone 8c Belding with $2.5 million and its Kraft Foods line of dinner and paste goods products. National Dairy is 24th of the nation's top 1961 network tv spenders ($8,905,- 956) . F&S&R adds consumers. F&S&R, in addition to the Lestoil gain this year, also acquired Pakistan Inter- national Airlines from Charles W. Hoyt Co., Renault autos from NL&B, American Chicle Co. (Clor- eis minis and Clorets gum) from K&E, and National Cotton Coun- cil of America from Douglas Si- mon Advertising — all consumer ac- counts. In August 1961, F&S&R received four Lehn & Fink products which had been handled by Bates — Ly- settes, Stri-dex medicated pads, Xorecn hair rinse, and Hinds honey and almond cream. The agency also handles public relations for Noreen, IMA, and Renault. Computers in use. As foi com- puters (sec story on page 36), the humming, blinking monsters have been lighted at BBDO and Y&R, while JWI has one on order. BBDO's Honeywell 400 comput- er is used for marketing, media and research; Y&R's IBM 1620 model is a media computer, and JWT's RCA 301 will be used for business daia processing, markei research, and media analysis. ^ Clients, agencies and billings in major 1962 account shifts Account Net tv 1961* Spot tv 1961** All-media billings involved From To Chrysler $4,151,167 $1,112,370 $10,000,000 Leo Burnett Y&R Phillips Petroleum 322,289 2,064,900 8,000,000 L&F JWT W-L Listerine 4,207,246 423,220 5,000,000 L&F JWT General Mills (Betty Crocker cake, etc) 4,238,656 355,960 7,000,000 BBDO NL&B Lestoil Co. 4,662,670 6,000,000 Sackel-Jackson F&S&R Scott Paper (Scotties, ScotTissue) 1,935,180 801,650 2,500,000 JWT Bates Chrysler's $10-million walk, from Leo Burnett Co. to Y&R was biggest single switch this year. Nei and spot figures show the size of firm's tv budget last year — over \"> million. Phillips and Listerine moves put a $13-million deni in L&F Source: »IYB Us' A -BAR * "TvE, Rorabaugh PONSOR/24 DECEMBER 1962 29 NEWSMAKERS OF THE YEAR 1962 YEAR-END REPORT: WASHINGTON George H. Gribbin Named to succeed Sigurd Larmon as chair- man, Y&R's prexy was one of first to pick up computer ball, installed "High Assay Media Model" after BBDO unveiled machine Donald H. McGannon For Westinghouse Brdcst. president, 1962 was a busy year. His company came up with a new formula for product protection, and bought WINS, N. Y., for $10 million George B. Storer It was an eventful year for Storer's presi- dent. He was elected chairman, named Pulse's Man of the Year, paid record $10.9 million for a radio station, WMGM, N. Y. Washington is quieter Among top stories: FCC threat to licenses / NAB- tobacco hassle / Commission changes favor New Frontier / FTC loss on "sandpaper" ruling WASHINGTON It was a quiet year on the Wash- ington front for broadcasting and for advertising, compared with the frenetic and sensational Con- gressional hearings of most recent years. Nevertheless, a bare recital of the events of 1962 would fill a lengthy document. The final chapter of hearings in the FCC's network study started 1962 with something of a bang. It involved programing, the only omission from the long-ago Bar- row Report. The year ended with the unauthorized "leak" of Part I of the Ashbrook Bryant report on those January hearings. The man- ner of the release of the sweeping recommendations in that report was in keeping with the often bi- zarre nature of the entire FCC network study. NAB split on Collins. The year also ended with the NAB split into bitterly debating factions over what should be done about its president, nothing too new for that organi- zation. The LeRoy Collins assault on cigarette advertisers allegedly aiming at securing a juvenile mar- ket for that product seemed in the nature of a last straw for some at NAB. Bryant report recommendations were that NAB be to the FCC like the National Assn. of Security Dealers to the SEC, in that NASD actions result in Securities and Ex- change actions against brokers, and that networks be kept out of syn- dication, regulated, and limited in number of aired programs they can own, among others. These were slated to hold over for some time before the FCC might get down to acceptance or rejection. The Collins proposition was also scheduled to hold over into 1963. A December TV Code Re- view Board meeting resolved only to have a study on the tobacco question for presentation to the full NAB board meeting in Phoe- nix in January. The same Board meeting was to take up the ques- tion of rehiring Collins and, if so, on what terms. FCC license threat. It was a year in which the FCC continued to threaten to refuse to renew li- censes, and subject to court appeal the license of KRLA, Pasadena, was actually lifted. The Commis- sion was resorting more and more to short-term license renewals and to its newly-obtained power to levy fines. The year ended with FCC Chair- man Newton Minow in possession at least of a promise that the Com- mission would shortly vote his way on most important matters. E. William Henry was named to suc- ceed John S. Cross, a true New Frontiersman replacing one who •voted against Minow as often as not. Henry wasn't named until long after the Cross term had ex- pired; conjecture ran wild, but no- body came up with the same an- swer the White House eventually supplied. By contrast, in December it was announced by the White House way ahead of time that the age limit would not be waived for T. A. M. Craven, who becomes 70 at the end of January. It was also announced that Broadcast Bureau chief Kenneth A. Cox would suc- ceed Craven. While Craven's phi- 30 SPONSOR/24 DECEMBER 1962 than recent years, but not dull Iosophy was in direct opposition to that of Minow, Cox's ideas are in line with the chairman's. So when the Cox appointment takes effect, Minow will have a minimum of three votes on most matters of any importance, can count on the sup- port of Robert Bartley a good part of the time, on Frederick Ford and Robert E. Lee some of the time, and on Rosel Hyde practi- cally none of the time. A "packed" FTC. The FTC, meantime, had been "packed" early with appointments by the present administration; four of the five members, in fact. Yet this Commission in 1962 showed less regulatory fervor than it had when Kintner was chairman under the Eisenhower Administration. There were signs at year-end that point to a step-up in pace. An FTC "consumer relations" liaison man was appointed in De- cember, with the expressed pur- pose of making known to consum- ers that they can complain to the FTC. He was also to work with the moribund White House Con- sumer Council, and might stir that group to action. Federal Trade lost a case in a Boston court on the grounds that it made the "shaving sandpaper" order too broad, though it was up- held on the allegation that the commercial was, itself, misleading. The court also cast doubt on whether the FTC can make ad agencies co-defendants barring clear responsibility for misrepre- sentation on the part of the agency. "Sandpaper" overshadowed. When all returns are in, this case might not actually be the set-back for the Commission that it orig- inally seemed. However, there is no masking the bitterness of the FTC defeat in Congress on its re- quest for power to bring an im- mediate end to challenged prac- tices by means of cease-and-desist (Please turn to page 63) SPONSOR/24 DECEMBER 1962 '62 began as '61 ended: FCC hearings on network practices Programing was the subject of hearings which heard testimony by heads of all three tv networks: Sarnoff of NBC, Stanton of CBS, and Treyz, then of ABC TV Congressional action favored private control of Telstar Congress ended debate over government vs. private control of international tv by backing ATR.T project. Shown is Telstar relay station, Andover, Mc. Washington successfully put its elbow behind etv expansion The opening of VVNDT, educational tv in New York City, marked beginning of era for noncommercial tv. Above: Ed Murrow, USIA; Howard Shephard, WNDT SI NEWSMAKERS OF THE YEAR 1962 YEAR-END REPORT: AGENCY BILLINGS Charles Brower BBDO, led by president Brower, sparked a considerable amount of industry discussion on timebuying by machine when his agen- cy became first to install a computer Dave Luncly When rep John Blair consolidated its two tv sales arms under one operational tag, Blair Television, the former executive v.p. of Blair Television Assoc, was named head Hubbell Robinson He returned to CBS TV in March as senior v.p. in charge of programs, despite fact he quit his executive v.p. post there three years ago to produce own programs Radio/tv outstrip all Top 50 agencies have strong year in broadcast billings, but survey reveals uneven growth in dollar total and share of business Broadcast advertising scored an- other gainful year in 1962. When the last adding-machine cranks to a halt this week, Madison Avenue treasurers will have their air spending pegged at about 9% ahead of 1961. The collective estimate of the top 50 ad agencies hit an all-bill- ings total of nearly $3.5 billion. Of this total, approximately $1.8 billion, or 52%, was in radio/tv billings. The top 50's broadcast estimate is 8.7% higher than last year. The growth of total billings in all media appears to have been slightly less vigorous. The top 50 agencies racked up $3,455.3 million this year, which is 7% ahead of 1961, but is nearly 2% below the percentage increase in air billings. During 1962 itself, the roster of the top 10 did not change mate- rially from preceding years, al- though there was some reshuffling of position. A notable advance was made by Leo Burnett, which rose from eighth to fifth place in air billings; a drop was experienced by McCann - Erickson, taking it from fifth place down to tenth. (However, its Interpublic sister, McCann-Marschalk, appeared for the first time in the top 50 agency listing.) Based on information supplied by the leading agencies, sponsor estimates that the radio/tv billings of the top 50 rose by $144 million, or 8.7%, to $1,795.8 million. To- tal billings from all media are esti- mated at $3,455.3 million, which is a gain of $266.5 million or 7.01%. Within the broadcast area, tv network billings of the top 50 are thought to be $1,019.3 million, representing an advance of $74.5 million or 7.9%. Tv spot is up by 10.6% or $53 million, at $553.5 million. Radio billings also increased. Network advertising placed through the top 50 agencies showed a gain of $3.5 million or 9.6%, to $39.6 million. Radio spot business is estimated at $183.4 million, which yields an extra $1.7 million, or 0.93%. Top 10 dominant. The trend to- ward concentration of national broadcast billings continued. Analysis of the returns, given by agencies to sponsor each year, shows there has been a steady move towards this concentration within the first 50 agencies. In 1956, the larger part of the broadcast budget was spent by the broad base; that is, approximately 40 agencies were responsible for 63.6% of the air billings. How- ever, the share of the broad base has steadily declined since 1956: in 1961 it had dropped to 51.7%, and in 1962 — for the first time — the greatest number of agencies spent the smallest part of the broadcast dollar. In round numbers, 40 agencies spent only 49% of the total for the top 50, and decisive control of the national air budget rested with the 10 agencies at the head of the list. Not everyone gains. Detailed study of air billings over a seven- year period reveals there has been uneven growth by the ad shops in the top 50 group. For example, the dollar total scored by the "giants" (numbering three to five agencies) has increased substantial- 32 SPONSOR/24 December 1962 other media, scoring 9% increase ly, yet the share of business con- trolled by these shops has actually declined. The same pattern also fits the smaller agencies. Their share of the top 50's total air billing has dropped substantially, even though their dollar expenditures are high- er. And, correspondingly, there's a small group of medium-to-large shops which has taken an increas- ing share of the billings each year. The changing tides and cross- currents of agency growth can be discerned through a crude statisti- cal analysis. If the range of air billings (which in the top 50 runs from $8.7 million to $155 million) is represented by an artificial scale of from 0 to 10, then the first 30- odd agencies will lie at the bottom, within the range of from 0 to 2. The middle tier of this pyramid will hold about 10 agencies, in the range of 3 to 6; the third tier, five agencies, running from 7 to 9 on the scale, with the five "giants" in the final tier of 10-plus. (The number of agencies in each group varies from year to year but the general proportions stay remarkably constant. In a seven-year analysis, the bottom tier contained 30 to 33 agencies; the second level, 10 to 12; the third, 3 to 6 agencies, and the top tier or stratum, 2 to 5 agencies.) Analysis of growth. Although this statistical "model" is relative- ly primitive, it sheds valuable and sui prising light on the growth problems of the nation's leading agencies. Since 1 956, there has been steady am it ion of the shares ol broadcast billing controlled by both the smallest and the biggest agencies within the top 50. In 1956, the share of air billing controlled by the bottom group of agencies (approximately 30 out of the 50) was 24.3%. By the end of 1962, the share had dropped to 18%; this means a relative loss of 25.9%. On the second level of the hier- archy, a group of around a dozen agencies controlled 39.3% of the HHHHHHHII H Patterns of agency billing 1956-1962 GROUPS WITHIN TOP 50 | 4 | 3 | 2 1 Approximate number of agencies in each group 30 to 33 10 to 12 3 to 6 2 to 5 Relative position of each group within a billings range of from 0 to 10 0-2 3-6 7-9 10+ Group's share of total billings All media % 1956 Broadcast % 32.6 24.3 24.4 39.3 9.5 14.8 33.4 30.4 All media % 1960 Broadcast % 32.7 29.6 31 31.8 11.1 12.7 25.9 25.6 All media % 1961 Broadcast % 32.1 29.4 21.8 22.3 18.2 21.3 27.7 26.8 All media % 1962 Broadcast % 27.4 18.0 30.9 31.0 22.1 1 30.0 19.5 21.0 Group's movement, 1956-1962: All media Broadcast -15.9% -25.9% 26.6 21.1% + 132% | -+ | 102.7% -41.6% -30.9% Each sub-group within the top 50 agencies has had varied success in holding its position as the radio/ iv billings increase. Group No. 2 (medium-to-large agencies) is the only agency group which has increased it-- share of the broadcast budget SPONSOR/24 December 1962 top 50's air billings in 1956, but by 1962 their share had dropped to 31%, for a relative loss of 21.1%. The third, penultimate group of medium-to large-sized agencies in- creased its broadcast share, from 14.8% to 30%; a relative gain of 102.7%. (The number of agen- cies in this category varied, from a low three to a high six.) The final group, head-and-shoul- ders above the remainder in air billings, varied from two to five in number. The share of radio/tv billings spent through this group dropped by 30.9% in seven years; in 1956, the top group controlled 30.4% of the top 50's air billings, but by 1962 this share declined to 21% of the total. (It should be remembered, how- ever, that the total dollar billing of the "giant" group has increased through the years, as the amount of money spent in radio/tv has in- creased.) Total billings trend. The ap- parent trend in broadcast billings is partially confirmed through ex- amination of the movement in to- tal billings from all media, placed through the top 50 agencies. In the "giant agency" category, the share of total all-media billings has dropped from 33.4% to 19.5% (a relative loss of 41.6%) . In the medium- to large-sized agency group, the share of total billings has increased from 9.5% to 22.1%, a relative gain of 132%. Within the top 50, the "bottom 30" agencies appear to have been cannibalized by those on top, since this group's total-billing share from all media has declined The top 50 advertising agencies in television and radio Agency & Rank Rank 1961 Total air $ (millions) 1962 1961 Total agency $ (millions) 1962 1961 % Air 1962 to total 1961 $ Spent on tv '62 (millions) Network Spot $ Spent on radio '62 (millions) Network Spot 1. JWT 1 155.0 125.5 295.0 290.0 52.6 43.0 105.0 35.0 4.5 9.5 2. CATES 2 116.0 117.0 140.0 142.5 83.0 82.0 63.0 48.0 0.06 4.4 3. Y&R 4 105.0 100.0 223.4 240.0 47.0 41.8 71.0 25.0 3.0 6.0 4. BBDO 3 100.0 100.8 250.0 250.0 40.0 40.3 53.0 30.0 2.0 15.0 5. BURNETT 8 98.5 66.2 144.4 128.0 68.2 51.7 59.2 33.9 1.3 4.1 6. B&B 6 83.0 70.0 111.0 90.0 75.0 77.0 *-Total 81.7^ ^Total 1.3-» 7. ESTY 7 76.0 67.2 95.0 84.0 80.0 75.0 55.0 7.0 3.0 11.0 8. D-F-S 9 75.0 66.0 107.1 100.0 70.0 66.0 41.0 26.0 2.0 6.0 9. COMPTON 10 72.0 58.6 102.0 90.0 70.0 65.0 41.2 30.5 0.1 0.2 10. McC-E 5 67.0 83.0 166.0 205.0 40.4 40.9 35.0 17.2 0.8 14.0 11. AYER 12 65.0 56.4 162.5 141.0 40.0 40.0 20.5 24.5 2.5 17.5 12. L&N 11 60.5 56.7 100.0 90.0 59.0 63.0 42.0 16.0 2.5 13. FC&B 13 57.3 51.5 106.1 104.0 54.0 49.4 40.3 11.3 0.7 5.0 14. SSC&B 15 47.75 41.1 68.4 62.5 62.0 65.0 26.65 12.3 5.8 15. K&E 14 46.5 43.1 93.0 85.0 50.0 50.0 35.0 7.0 0.3 4.2 16. GREY 17 40.0 30.5 68.0 56.0 60.0 54.0 23.0 16.0 0.1 0.9 17. D'ARCY 20 39.0 28.4 88.6 81.0 44.0 35.0 12.0 18.0 2.0 7.0 18. NC&K 21 34.2 27.7 48.8 38.0 70.0 73.0 19.6 11.5 3.1 19. C-EWALD 16 32.0 32.0 96.9 96.1 33.0 33.3 21.0 5.0 4.0 2.0 20. C-MITHUN 25 28.6 19.0 55.0 39.0 52.0 48.0 12.6 9.2 1.4 5.4 21. NL&B 18 24.9 28.8 47.0 52.0 53.0 55.0 15.0 3.9 1.4 4.6 22. OGILVY 29 23.7 16.7 50.4 47.0 47.0 35.6 9.8 12.8 0.1 1.0 23. C&W 19 23.0 28.5 41.8 58.0 55.0 49.0 8.0 9.5 0.5 5.0 24. MAXON 24 22.0 19.0 34.9 32.0 63.0 59.0 19.2 1.0 0.3 1.5 25. WADE 23 21.8 21.2 26.5 26.0 82.0 81.0 13.7 7.6 0.5 34 SPONSOR/24 DECEMBER 1962 by nearly 16% in seven years. The group of "average" sized agencies has suffered a drop in broadcast billing, but has recouped with a 26.6% gain in its share of total billings. The third and fourth groups, containing the giants and near- giants, have been bitterly occu- pied with securing and retaining the biggest broadcast accounts, and it may be significant that the change of position of these, in their shares of total all-media bill- ings, closely parallels their fortunes in the share of broadcast billings. The "average" sized group, which has tended to lose out in the radio/tv battles, has apparently been successful in bolstering its billings from print media. The bottom (and numerically largest) group within the top 50 has lost in both areas. How big is "big"? Is there a type of natural law which prevents unlimited expansion? No clear an- swer to this question is yet avail- able, but among the factors which probably contribute to the dimin- ishing share of business enjoyed by the leaders are: conflict-of-interest provisions; the multiplicity of products from a small number of industrial titans, with a consequent trend to the splitting of accounts between several agencies; and the accelerated service problems of fewer, but bigger, accounts. These three factors have undoubtedly contributed to the seeming para- dox that, although total billings of the few biggest ad agencies have soared, their share of the kitty has actually declined. ^ expenditures, with total, network, and spot billings in 1962 Agency & Rank Rank 1961 Total air $ (millions) 1962 1961 Total agency $ (millions) 1962 1961 % Air to total 1962 1961 $ Spent on tv '62 (millions) Network Spot $ Spent on radio '62 (millions) Network Spot 26. GARDNER 26 20.7 18.6 49.7 40.0 41.5 46.0 3.97 12.2 0.2 4.2 27. DCS&S 27 19.7 18.2 27.4 26.7 70.0 68.0 3.9 13.1 0.7 2.0 28. EWR&R 22 19.5 23.2 57.35 61.0 34.0 38.0 11.98 4.25 0.85 2.4 29. DDB 37 16.3 11.3 65.2 45.0 25.0 25.0 7.0 6.3 3.0 30. T-LAIRD 28 15.6 17.9 61.0 26.0 25.5 69.0 7.2 7.1 0.2 1.1 31. PARKSON 32 14.5 13.5 17.0 16.0 85.0 84.0 13.7 0.8 32. DONER 31 13.6 13.6 17.0 17.0 80.0 80.0 4.0 4.5 0.5 4.6 33. McCANN-M. 13.6 36.7 37.0 3.3 5.7 0.1 4.5 34. GB&B 38 13.1 11.1 16.0 14.0 81.4 69.0 6.1 4.2 2.8 35. GMB 34 12.5 12.5 44.5 39.0 28.2 32.0 <-Total 8.3-> ^Total 4.2-> 367 GUMBINNER 39 12.5 10.6 24.0 23.3 52.0 45.0 5.6 2.3 0.2 4.4 37. F&S&R 33 30 12.2 13.1 54.0 52.4 22.6 25.0 8.5 1.8 0.4 1.5 38. GRANT 12.0 15.0 30.0 34.0 40.0 43.0 1.5 7.5 0.5 2.5 39. DONAHUE & COE 35 11.9 11.8 34.9 34.7 35.0 34.0 5.4 4.6 0.3 1.6 40. BROTHER 41 11.2 10.0 33.0 36.0 33.9 28.0 8.7 0.5 2.0 41. P0ST-M0RR 11.2 16.2 69.0 3.2 4.6 0.9 2.5 42. KHCCA 50 11.0 7.0 20.0 23.3 55.0 30.0 1.5 7.5 0.5 1.5 43. CLINTON 41 10.2 10.0 20.4 20.0 50.0 50.0 7.0 2.5 0.7 44. WEISS 40 10.0 10.1 19.6 18.1 51.0 55.0 5.0 3.2 0.9 0.9 45. R-McCLINTON 45 9.6 8.9 24.0 25.0 40.0 35.6 4.8 4.3 0.5 46. NORTH 44 9.5 9.0 17.0 16.0 56.0 56.0 5.6 3.7 0.2 47. PKL 9.15 13.0 70.0 6.5 2.6 0.05 48. H-C&H 49 9.0 7.1 15.8 15.5 56.8 45.7 7.2 1.8 49. MW&S 43 8.9 9.3 18.0 19.7 49.0 48.0 2.9 3.9 2.1 50. W&L .... 8.7 24.1 36.0 4.8 0.9 2.0 1.0 SPONSOR/24 DECEMBER 1962 Non-Man awards for the non- men of the year Non-payment? Blame the non-man. He's behind 3 new automated spot billing services, one of which (BCH) used his data cards and tape to trim its yule tree. Machines, not men, created some of the biggest stories in this year's world of broadcasting. Systems, rather than ideas, seemed to make the gaudiest contributions to the ad press. Some of them were short-lived (T els tar was a front-page birth in July, and a noted-in-passing obituary in December) ; some were long-delayed (like fm/ stereo's arrival in the big leagues) ; others were un- certain and ambiguous (who can predict the full im- pact of computers?) . At times it seemed the electronic wizards were setting too fast a pace. Madison Avenue and Studio 8-H would be populated with transistors and tapes, with the rest of us out queuing for our retraining checks. But progress will not be denied: sponsor bows to the inevitable and presents its first Oilcan Awards, from the oblique world of the Non-Man. The 1962 non-man awards committee in session / Radio's new salesman was not a person, but a principle: Frequency Modulation. And when Magnavox bought #250,000 worth of fm time, 200 operators like . . . The non-man in tv: . . . time to demonstrate those remedies for headache pain and upset stomach. Lookout. Here they come. Ohhhhh what we go through, pretending we're people's stomachs. (Oilcan to Alka Seltzer, Wade Advertising & Swift-Chaplin Prods.) SATELLITE IN ORBIT BEAMS TV FROM U. S. TO EUROPE; PICTURES CLEAR IN FRANCE It took old-fashioned am radio to develop the non-diallable, or silent, newscaster. Jerry Graham, of New York's WNEW, covered launching of Telstar. As first reporter allowed a phonecall via the $50 million satellite, Graham was bounced back to earth with a wrong number and no broadcast. (Oilcan goes to Graham and AT&T for heartening us with the biggest anti-machine jest of the year.) . . Mitchell Hastings gave their checks back to the NAFMB — of which Mitch is also president. Look who's in charge: the Autolog keeps its baleful eyes fixed on broadcast transmitters; makes an automatic signal log every half-hour; has an inbuilt nervous breakdown to give alarm if signal goes haywire. When computers take over, buyers hope they'll have nothing but time on their hands (The ultimate non-man is Kudner's Maria Carayas. Some managed to get in a few licks of fresh air Caught in the act of post-luncheon strolling (1-r): JWT's Roger Morrison; Frank Ragsdale, gen. mgr. WTVM, Colum- bus, Ga.; Harold Veltman, JWT; Bud Curran, Adam Young 1962 YEAR-END REPORT: TIMEBUYING Top award winner It was a banner year for D&:C's Beth Black — she received SRA's Silver Nail Timebuver Award Chicago winner The Chicago SRA Time- buyer Award to NL&B buyer Marianne Monahan And here's what buyers did in '62 Ask any timebuyer and he'll tell you the year 1962 was far from dull. As a matter of fact, most of the timebuying fraternity (or its distaff ers) will go so far as to wrap it up in just one word: hectic. For many, the year brought a stepped-up pace of buying. World events developed new advertising vehicles (i.e. space shots, etc.) and the mad scramble to snap up the plums was on. A current example of timebuy- ing "hecticness": the New York City newspaper strike, which, at sponsor press time, was still cir- culating a flurry of frantic last min- ute buying: most of it concentrated Getting to the core of the market situation Looking at tobacco crop on WITN-TV, Washington, N. C. tour: Hope Martinez, BBDO; Nick Imbornone, SSC&.B 38 At WNEW-TV, N. Y., party at Hotel Plaza Seated (1-r): Russ Harris, ad mgr., American Chicle; Jack Price, WNEW-TV a.e.; Bates' Don Zucker and Bill Conboy New "working tools" came in for share of attention The ebbing year brought forth a number of timebuyer "helpers." Pondering workings of instant budget allocator and spot estimator designed by AM Radio Sales is W8cL's Joe Hudack. Looking on is AM Radio Sales' Norman Nelson On Capital Cities cruise L-r: L. Stevens, Weightman; E. Jaspan, Gumbisner; B. Johnson, VV'PAT, N.Y.; Eve Walmsley, Lewis & Gilman on local radio campaign. In general, however, the ebbing year saw a generous upswing in broadcast buying. Competitive products, politics, and current events all contributed to the in- crease. When they weren't actively play- ing the buying game, the timebuy- ers managed to get in a good share of other activities. Coast reps tagged her tops Y&R's Julie Herrell took top score in sponsor survey of West Coast reps They listened to presentations — on land and at sea. They were wined and dined. They frequently visited stations and inspected mar- kets. They went on boat rides. Climbed tall towers. Entered con- tests. They inspected new work- ing tools (like AM Sales' new spot estimator) . And they went along with station gimmicks and gags. And southern reps picked her Clay Stephenson's (Houston) Helen Sanford polled highest vote in South SPONSOR/24 DECEMBER 1962 The year 1962 saw a mild epi- demic of timebuying defections. And there was a bit more than the usual amount of agency hopping. (This last, of course, was caused by the wave of account losses suf- fered by a number of agencies.) A slight wave of panic shivered down a few timebuyer spines when computers first poked their me- chanical noses into timebuying arenas. And despite assurances from some high echelon sources, in some agencies the question which plagues some is "can me- chanical gadgets, no matter how learned, actually replace human beings?" To some buyers, the past year has wrought some misfortunes and mishaps (some people do fall down flights of stairs, you know) . To others, there were marriages, ba- bies and a variety of vacations. Still others managed to rack up kudos (and awards) for skills in yacht racing, softball games, and timebuying. For a pictorial idea of some of the year's happenings, see the photos on these pages. ^ 39 THI IN CLEVELAND TH E ONLY NEGRO STATION THAT SELLS Programmed 100% for 320,000 Negro listeners Beamed at AIL of Northeastern Ohio im- portant Negro population. Buy time where your dollar has more return. You sell for sure when you're heard on WABQ Cleveland, Ohio Bernard Howard & Co. National Representatives er9s Sf & I Merry | Christmas I ■ ■ 1 ■ i 1 i Sf Sf I If ■ i i » i I ■ i ir«tetete(ctcte«eaitete«tctetetetetgflztctetecctc« to our thouisaedls TieiebiLayiei TIMEBUYER'S CORNER Media people: what they are doing and saying Before the 1962 timebuyer defector list is tucked away for posterity, pencil in this name: John Flynn. After nearly seven years as an ace buyer for Ted Bates, New York, John is turning in his buying gear to take up selling tv time for Advertising Time Sales. During his Bates tenure, John bought for such accounts as Whitehall Laboratories (Anacin) , Boyle-Midway Division of American Home Products (Black Flag, Aerowax) , and, more recently, Colgate-Palmolive's Fab and Palmolive Soap. John will be working out of ATS' New York office. Name-alike confusion dept.: News of Bates' John Flynn's defection could easily brighten the day of BBDO's John Flynn. The latter name- alike, who buys on du Pont for BBDO, New York, has faced up to some mighty confusing moments brought about by his same-name buying colleague, which could easily be matched by ATS' John Flynn, we'll wager. Year-end agency hopper: Campbell-Mithun's (Los Angeles) Evon Prose who managed to rack up a sizable rep vote as a top buyer during sponsor's survey on the Coast (see "They're the Top Buyers on the West Coast," sponsor, 1 January 1962), has switched to N. W. Ayer, Chicago. She'll be assistant media director there. One could hardly be con- demned for reasoning — at first glance, anyway — that Herb Mendelsohn (center in photo at left) , v. p. and gen- eral manager of Buffalo sta- tion WKBW, has discovered a new way to do the Twist. Actually, however, what Herb is doing here is danc- ing for joy. With reason, of course, because the thou- sands of letters under his feet are a sampling of mail re- sponse to a recently conclud- ed station contest. Herb ex- hibited the mail pull to time- buyers at a station party held recently in the New York of- fices of Capital Cities Broad- casting. Gathered round Herb in this photo are (1-r) Jerry Gibson, John Blair & Co.; Miss Capital Cities; BBDO's John Flynn and Mai Murray; McCann-Erickson's Phil Stumbo; and DCS&S' Norm Ziegler. It's vacation time for Street Sc Finney's (New York) Sandy Floyd. She's spending two weeks of it visiting her folks in Oklahoma. Can't help wondering: Whether Ayer's (Philadelphia) Charlie Ven- tura plans another personal bout with politics when local elections time rolls around again? ^ ***tL Mendelsohn's mail pull 40 SPONSOR/24 December 1962 PERSON-TO-PERSON . . . modern radio, measured out for people, to people. A perfect blend of ingredients . . . combining a full measure of variety entertainment, news and public service features . . . reaching and selling people everywhere. SWANCO STATIONS are a buy word because they're "person-to-person." People who listen, like it . . . people who buy it, love it! • •••••*••• •••••••*• SWANCO is P.T.P. PERSON THE JOHN BLAIR A_ STATION <5 KRMG TULSA. OKLAHOMA KIOA DES MOINES. IOWA KQEO ALBUQUERQUE. NEW MEXICO KLEO WICHITA. KANSAS robert e. Wj-1/ eastman & co.. inc. ;P0NS0R/24 DECEMBER 1962 11 NIELSEN OWNERSHIP 1733 by state and county as of September 1962 PART II The following data have been compiled by A. C. Nielsen Co. as "practical estimates" of the size and location of the total U. S. televi- sion and radio audiences by states and counties, as of September 1962. TOTAL HOMES are estimated by Sales Manage- ment, used by special permission. They are based on growth rates applied by that publica- tion to their own 1 January 1962 counts. They are the base against which new television and radio ownership percentages have been applied. TELEVISION OWNERSHIP PERCENTS are Nielsen estimates based on U. S. Census percent levels as of April 1960, updated to reflect conversion of non-television homes to television owners as revealed by television penetration growth rates from successive ARF-Census sampling studies during this period. RADIO OWNERSHIP PERCENTS are as obtained in the 1960 Census and adjusted by a factor, derived from the Census Bureau's resurvey ap- praisal study of radio ownership, to reflect inclusion of sets out of order. TELEVISION HOMES AND RADIO HOMES have been derived by applying the percent owner- ship estimates, county by county, to the Sales Management estimates of total homes. These individual county estimates are based primarily on the 1960 Census, updated for just over two years of growth. They constitute the base of television homes and radio homes used by A. C. Nielsen Co. for use in estimating au- dience counts for all Nielsen services, national and local. The figures are available to broadcast users in handy booklet form at $5 per booklet. In this issue, data for Montana through Wyo- ming are reprinted. Part I appeared in last week's issue, 17 December. 42 SPONSOR/24 December 1962 MONTANA 1 TOTAL TELEVISION RADIO TOTAL TELEVISION RADIO COUNTY HOMES HOMES % HOMES % COUNTY HOMES HOMES % HOMES % | Box Butte Boyd 3,600 1,400 3,180 1,150 88 82 3,570 99 Beaverhead 2,300 1,600 69 2,090 91 1,400 100 Big Horn 2,500 1,830 73 2,350 94 1 Brown 1,500 1,130 76 1,410 94 Blaine 2,300 1,500 65 2,170 94 Buffalo 8,100 7,420 92 7,710 95 Broadwater 800 600 75 760 95 I Carbon 2,600 2,160 83 2,570 99 Burt 3,200 2,990 93 3,070 96 1 Butler 3,200 2,760 86 3,110 97 Carter 800 520 65 750 94 Cass 5,600 5,210 93 5,310 95 Cascade 23,600 21,530 91 22,700 96 Cedar 3,600 3,300 92 3,550 99 Chouteau 2,200 1,900 86 2,170 99 | Chase 1,400 1,270 91 1,380 98 Custer 4,100 2,950 72 3,990 97 1 Daniels 1,100 880 80 1,050 95 Cherry 2,500 2,140 86 2,330 93 Cheyenne 4,600 3,980 87 4,430 96 Dawsen ' -l 3,800 3,080 81 3,720 98 Clay 2,900 2,800 97 2,830 98 Deer Lodge 5,100 4,590 90 4,860 95 Colfax 3,200 2,750 86 3,130 98 Fallon 1,200 920 77 1,110 92 1 Cuming 3,700 3,290 89 3,600 97 Fergus 4,200 3,120 74 4,120 98 Flathead 10,200 8,680 85 9,990 98 Custer 5,000 4,120 82 4,890 98 I Dakota 3,600 3,430 95 3,380 94 Gallatin J] 8,000 6,530 82 7,880 99 1 Dawes 3,000 2,380 79 2,850 95 Garfield 600 250 42 590 98 i Dawson 6,000 5,440 91 5,650 94 Glacier 3,100 2,350 76 2,860 92 Deuel 1,000 890 89 980 98 Golden Valley 400 290 72 380 96 I Granite 1,000 860 86 940 94 = Dixon 2,300 2,140 93 2,230 97 I Dodge 10,8000 10,180 94 10,390 96 Hill 5,600 4,770 85 5,390 96 = Douglas 108,700 101,470 93 101,960 94 Jefferson 1,100 880 80 1,050 95 1 Dundy 1,000 850 85 950 95 Judith Basin 900 680 75 860 96 1 Fillmore 3,100 2,820 91 2,960 96 Lake 3,900 3,300 85 3,750 96 § lewis and Clark 9,300 7,650 82 8,970 96 1 Franklin 1,800 1,630 90 1,700 95 | Frontier 1,400 1,260 90 1,380 98 liberty 700 600 85 690 98 | Furnas 2,500 2,110 84 2,460 99 Lincoln "* 3,900 3,140 81 3,560 91 § Gage 8,100 7,310 90 7,870 97 McCone 900 680 75 870 97 = Garden 1,100 810 74 1,070 98 Madison Meagher v 1,600 800 1,420 560 89 70 1,530 770 96 96 1 Garfield Gosper 800 800 660 740 83 93 780 97 790 98 Mineral 1,000 860 86 890 89 1 Grant 300 210 69 260 87 Missoula 14,200 11,980 84 13,580 96 1 Greeley 1,200 950 79 1,130 95 Musselshell 1,500 1,130 76 1,400 93 | Hall 11,700 10,840 93 11,150 95 Park 4,400 3,610 82 4,290 98 = Hamilton 2,700 2,490 92 2,630 98 Petroleum 300 210 69 300 100 1 Harlan 1,600 1,440 90 1,590 99 Phillips 1,800 1,150 64 1,740 97 i Hayes 600 530 88 580 97 Pondera 2,200 1,910 87 2,040 93 I Hitchcock 1,600 1,460 91 1,570 98 Powder River 700 390 56 620 89 1 Holt 4,000 2,880 72 3,840 96 Powell 2,000 1,600 80 1,750 87 | Hooker 400 400 100 360 91 Prairie 700 430 62 660 94 I Howard 2,100 1,840 88 1,990 95 Ravalli Richland Roosevelt 4,000 3,000 3,200 3,320 2,520 2,740 83 84 86 3,540 2,920 2,910 89 97 91 | Jefferson Johnson Kearney 3,600 2,000 2,100 3,190 1,770 2,020 89 89 96 3,370 94 1,970 98 2,050 98 Rosebud 1,700 1,170 69 1,480 87 I Keith 2,500 2,320 93 2,440 98 Sanders 2,300 1,550 67 1,920 83 1 Keya Paha 500 440 87 500 100 Sheridan 1,900 1,660 87 1,820 96 | Kimball Knox 2,500 3,900 2,390 3,020 95 78 2,430 97 3,760 97 Silver Bow Stillwater 15,200 1,700 13,650 1,560 90 92 14,360 1,660 95 98 1 Lancaster 50,400 46,980 93 48,280 96 Sweet Grass 1,100 740 67 1,090 99 i Lincoln 9,000 8,140 90 8,640 96 Teton 2,100 1,830 87 2,030 97 | Logan 300 230 75 290 97 Toole 2,300 1,980 86 2,250 98 | Loup McPherson 300 200 260 140 88 72 300 100 200 100 Treasure Valley 400 5,100 300 3,770 74 74 370 4,840 92 95 == Madison 7,900 6,770 86 7,690 97 Wheatland 900 680 76 900 100 i Merrick 2,700 2,370 88 2,570 95 Wibaux 500 420 83 500 100 | Morrill 2,000 1,640 82 1,920 96 Yellowstone 25,600 23,660 92 24,990 98 1 Nance Nemaha 1,700 2,800 1,450 2,460 85 88 1,620 96 2.680 96 STATE TOTAL 208,440 174,640 199,340 | Nuckolls 2,600 2,230 86 2,570 99 NEBRASKA ■ Otoe 5,200 4,770 92 4,980 96 Adams 9,000 8,280 92 8,590 95 1 Pawnee 1,700 1,390 82 1,690 99 Antelope 3,100 2,510 81 3,000 97 | Perkins 1,300 1,250 96 1,280 99 Arthur 200 170 86 200 100 | Phelps 3,200 3.030 95 3,080 96 Banner 400 370 93 390 97 E Pierce 2,600 2,320 89 2,550 98 Blaine 300 190 63 290 95 I Platte 7,100 6,530 92 6,590 93 Boone 2,600 2,290 88 2,460 95 i Polk 2,300 2,190 95 2,280 99 SPONSOR/24 December 1962 43 NEBRASKA! co?iti»ucd TOTAL TELEVISION RADIO § TOTAL TELEVISION RADIO COUNTY HOMES HOMES % HOMES % I COUNTY HOMES HOMES % HOMES % Redwillow 4,200 3,800 91 4,000 95 Mercer 79,300 75,190 95 75,260 95 Richardson 4,500 3,990 89 4,420 98 1 Middlesex 132,300 128,440 97 127,270 96 Rock 800 660 82 790 99 = Monmouth 103,600 99,760 96 99,560 96 1 Morris 78,600 76,520 97 76,640 98 Saline 4,200 3,800 90 4,090 97 = Ocean 36,900 35,700 97 34,650 94 Sarpy 8,700 8,420 97 8,320 96 ^ Saunders 5,400 4,990 92 5,220 97 I Passaic 131,500 126,200 96 126,500 96 Scotts Bluff 10,200 8,960 88 9,950 98 1 Salem 17,900 16,990 95 16,660 93 Seward 4,100 3,520 86 3,940 96 1 Somerset 43,200 41,730 97 41,860 97 1 Sussex 15,500 14,620 94 14,800 96 Sheridan 2,700 2,330 86 2,600 96 1 Union 159,100 154,340 97 154,170 97 Sherman 1,600 1,370 85 1,530 95 g Sioux 800 670 84 790 98 I Warren 20,000 18,890 94 19,340 97 Stanton 1,700 1,440 85 1,660 98 s STATE TOTAL 1 896,600 1,823,950 1,824,160 Thayer 2,900 2,580 89 2,810 97 1 Thomas Thurston 300 1,900 200 1,670 66 88 290 1,790 96 94 = NEW MEXICO Bernalillo Catron 81,200 800 74,530 400 92 49 77,140 95 780 97 Valley Washington Wayne 2,000 3,600 2,900 1,590 3,440 2,750 80 96 95 1,890 3,410 2,850 94 95 99 1 Chaves Colfax Curry 16,800 3,700 9,900 15,190 2,650 8,600 90 72 87 15,660 93 3,430 93 9,310 94 Webster Wheeler York STATE TOTAL 2,000 400 4,500 441,100 1,830 320 3,880 399,970 92 79 86 1,930 390 4,420 421,980 96 97 98 1 De Baca Dona Ana Eddy Grant 900 16,400 14,800 5,000 760 13,790 13,140 3,650 84 84 89 73 790 88 15,120 92 13,990 95 4,710 94 i Guadalupe 1,400 960 68 1,190 85 NEVADA § Churchill 2,600 2,360 91 2,400 92 n Harding 400 230 57 380 95 Clark 46,300 42,700 92 42,600 92 I Hidalgo 1,400 980 70 1,280 92 Douglas 1,300 1,050 81 1,300 100 i Lea 16,800 14,890 89 15,270 91 Elko 3,900 2,520 65 3,550 91 1 Lincoln 2,300 1,780 77 2,050 89 Esmeralda 200 80 41 190 93 1 Los Alamos 3,900 3,550 91 3,830 98 Eureka 300 150 51 300 100 = Luna 2.900 2,330 80 2,640 91 Humboldt 2,000 1,650 82 1,850 93 1 McKinley 8,100 5,010 62 6,820 84 Lander 500 310 63 450 89 = Mora 1.400 540 39 1,160 83 Lincoln 800 600 75 780 98 | Otero 11,000 9,620 87 10,220 93 Lyon 2,200 1,730 78 2,060 94 i Quay 3,600 2,760 77 3,370 94 Mineral 1,900 1,590 84 1,700 89 | Rio Arriba 5,600 3,650 65 4,710 84 Nye 1,600 940 59 1,350 84 = Roosevelt 4,800 4,050 84 4,530 94 Ormsby 2,600 2,300 89 2,440 94 i Sandoval 3,100 2,170 70 2,560 83 Pershing 1,100 900 82 1,040 94 = San Juan 15,000 10,450 70 13,410 89 Storey 200 150 75 200 100 i San Miguel 5,400 3,380 63 4,840 90 Washoe 30,700 27,440 89 28,980 94 I Santa Fe 12,200 10,350 85 11,110 91 White Pine 3,100 2,560 83 2,850 92 § Sierra 2,400 1,650 69 2,180 91 STATE TOTAL 101,300 89,030 94,040 i Socorro 2,700 2,300 85 2,460 91 i Taos 3,800 2,150 57 3,000 79 NEW HAMPSHIRE = Torrance 1,600 1,220 77 1,430 89 Belknap 8,800 8,320 95 8,370 95 i Union 1,700 1,100 65 1,620 95 Carroll 5,100 4,710 92 4,770 94 § Valencia 10,200 8,510 83 9,110 89 Cheshire 13,500 12,100 90 12,680 94 i STATE TOTAL 271,200 226,340 250,100 Coos 11,000 10,330 94 10,010 91 = Grafton 14,100 12,450 88 12,870 91 i NEW YORK Hillsborough 55,900 53,000 95 53,550 96 i Albany 87,800 82,820 94 84,990 97 Merrimack 20,100 18,550 92 19,050 95 i Allegany 12,500 11,330 91 12,040 96 Rockingham 30.800 29,280 95 29,510 93 = Bronx 461,300 436,110 95 447,460 97 Strafford 17,500 16,340 93 16,890 97 i Broome 65,200 62,000 95 63,180 97 Sullivan 8,700 7,600 87 8,260 95 i Cattaraugus 23,900 22,230 93 23,060 97 STATE TOTAL 185,500 172,680 175,960 i Cayuga 21,700 20,090 93 20,830 96 i Chautauqua 46,700 43,950 94 45,070 97 NEW JERSEY i Chemung 30,000 27,810 93 29,100 97 Atlantic 54,000 50,360 93 50,870 94 3 Chenango 12,700 11,790 93 12,230 96 Bergen 249,300 243,420 98 243,570 98 | Clinton 18,900 18,070 96 18,030 95 Burlington 60,700 58,760 97 58,270 96 1 Camden 120,300 116,530 97 116,090 97 1 Columbia 14,800 13,780 93 14,180 96 Cape May 16,800 15,810 94 15,840 94 | Cortland 12,300 11,540 94 11,970 97 1 Delaware 12,800 11,340 89 12,290 96 Cumberland 32,900 31,390 95 30,470 93 S Dutchess 49,300 45,970 93 47,720 97 Essex 290,900 276,590 95 278,970 96 | Erie 330,500 317,210 96 320,920 97 Gloucester 41,600 40,320 97 39,600 95 | Hudson 195,100 186,180 95 187,300 96 i Essex 10,100 9,460 94 9,490 94 Hunterdon 17,100 16,210 95 16,470 96 I Franklin 12,700 11,610 91 11,930 94 44 SPONSOR/24 DECEMBER 1962 TOTAL TELEVISION RADIO - TOTAL TELEVISION RADIO COUNTY HOMES HOMES % HOMES % COUNTY HOMES HOMES % HOMES oa Fulton 16,800 15,800 94 16,110 93 Chatham 7,100 5,910 83 6,600 93 Genesee 16,200 15,500 96 15,630 97 Cherokee 4,300 3,150 73 3,790 88 Greene 10,100 9,470 94 9,780 97 Chowan 3,000 2,450 82 2,560 85 Hamilton 1,400 1,260 90 1,240 88 Clay 1,500 1,030 68 1,400 93 Herkimer 20,600 19,360 94 14,520 71 Cleveland 17,400 15,370 88 15,090 87 Jefferson 26,400 24,990 95 25,400 96 Columbus 11,900 9,220 78 10,140 85 Kings 841,900 789,030 94 812,430 97 Craven 15,700 13,980 89 13,530 86 Lewis 6,300 5,820 92 6,090 97 Cumberland 37,200 32,010 86 33,180 89 Livingston 12,300 11,520 94 11,980 97 Currituck 1,900 1,410 74 1,560 82 Madison 15,900 15,040 95 15,310 96 Dare 1,900 1,340 71 1,680 88 Monroe 184,500 175,920 95 179,330 97 Davidson 23,300 20,630 89 20,760 89 Montgomery 18,300 17,020 93 17,930 98 Davie 4,700 3,750 80 4,230 90 Nassau 392,900 385,160 98 385,830 99 New York Niagara Oneida Onondaga 670,000 73,900 78,800 129,500 551,750 70,930 74,810 123,840 82 96 95 96 632,480 70,940 76,200 126,000 94 96 97 97 Duplin Durham Edgecombe Forsyth Franklin 10,100 31,900 13,300 57,300 7,000 8,000 27,520 11,300 51,540 5,290 79 86 85 90 76 8,380 83 29,730 93 11,050 83 53,460 93 6,170 88 Ontario 20,000 19,030 95 19,480 97 Orange Orleans Oswego Otsego Putnam 56,600 10,400 24,900 15,600 10,100 53,020 9,700 23,700 14,170 9,530 94 93 95 91 94 54,340 9,890 23,830 14,850 9,640 96 95 96 95 95 Gaston Gates Graham Granville Greene 35,800 2,300 1,600 7,600 3,700 32,220 1,690 1,170 6,090 3,040 90 73 73 80 82 31.500 88 1,910 83 1,280 80 6,790 89 3,070 83 Queens Rensselaer Richmond 603,300 44,100 63,800 581,520 41,330 61,760 96 94 97 588,220 42,420 61,690 98 96 97 I Guilford Halifax Harnett 72,600 14,000 12,500 65,960 10,470 10,440 91 75 83 66,720 92 11,830 85 10,730 86 Rockland St. Lawrence 38,300 29,900 36,420 28,000 95 94 37,110 28,430 97 95 Haywood Henderson 11,500 11,100 9,410 9,260 82 83 10,300 90 9,930 90 Saratoga Schenectady Schoharie Schuyler Seneca 27,100 49,800 6,600 4,500 8,700 25,920 47,520 6,020 4,060 8,370 96 95 91 90 96 25,930 48,060 6,400 4,280 8,320 96 97 i 97 I 95 96 Hertford Hoke Hyde Iredell Jackson 5,400 3,500 1,500 18,100 4,400 4,430 2,580 940 15,960 3,460 82 74 63 88 79 4,440 82 2,970 85 1,240 83 16,220 90 4,050 92 Stuben Suffolk Sullivan Tioga Tompkins 29,100 197,400 14,500 11,200 19,400 26,820 190,690 12,980 10,540 16,290 92 97 90 94 84 27,880 190,490 13,660 10,770 18,620 96 97 94 96 96 Johnston Jones Lee Lenoir Lincoln 16,400 2,500 7,400 14,500 7,800 13,580 2,060 6,290 12,470 6,450 83 82 85 86 83 14,460 88 1,910 76 6,620 89 12,670 87 6,920 89 Ulster Warren Washington Wayne Westchester 37,900 13,900 13,900 20,600 255,900 34,340 12,850 13,070 19,400 245,430 91 92 94 94 96 36,230 13,110 13,070 19,610 249,500 96 94 1 94 95 98 McDowell Macon Madison Martin Mecklenburg 7,400 4,100 4,200 6,500 82,000 6,200 2,660 2,830 5,440 74,240 84 65 67 84 91 6,560 89 3,770 92 3.830 91 5,270 81 75,190 92 Wyoming Yates 9,700 5,700 9,340 5,200 96 91 9,460 5,500 98 97 Mitchell Montgomery 3,600 5,000 2,800 4,280 78 86 3,250 90 4.260 85 STATE TOTAL 5,381,900 5,031,350 5,192,480 Moore Nash 10,200 15,300 8,150 12,730 80 83 9.070 89 13,020 85 New Hanover 21,500 18,920 88 18,730 87 NORTH CAROLINA Alamance 24,900 22,660 91 22,730 91 Northampton 6,000 4.460 74 5,040 84 Alexander 4,300 3,680 86 3,690 86 Onslow 19,300 15,980 83 16.870 87 Alleghany 2,200 1,670 76 2,040 93 I Orange 11,400 9,280 81 10,530 92 Anson 6,100 4,700 77 5,370 88 | Pamlico 2,500 2,120 85 1.910 77 Ashe 5,100 3,750 74 4,750 93 Pasquotank 6,900 5,760 84 6,150 89 Avery 2,900 2,140 74 2,490 86 Pender 4,600 3,270 71 3,740 81 Beaufort 9,500 8,080 85 7,690 81 Perquimans 2,400 2.020 84 2.060 86 Bertie 5,700 4,160 73 4,500 79 Person 6,700 5,650 84 5.910 88 Bladen 6,700 4,650 69 5,580 83 Pitt 17,500 14,970 66 14,670 84 Brunswick 5,000 3,940 79 4020 80 Polk 3,400 2,640 78 2,910 86 Buncombe 38,800 33,250 86 35,580 92 Randolph 18,400 16.190 88 16.910 92 Burke 14,100 12,490 89 12,720 90 Richmond 10,400 8.830 85 8.870 85 Cabarrus 19,800 18,110 91 17,700 89 : Robeson 20,100 15,620 78 17,310 86 Caldwell 13,400 11,840 88 11,750 88 Rockingham 19,700 17,540 89 17.430 89 Camden 1,500 1,300 87 1,260 84 Rowan 24,500 21,940 90 22,270 91 Carteret 8,100 6,750 83 6,850 85 Rutherford 12,600 11,220 89 10,960 87 Caswell 4,500 3,670 82 4,060 90 Sampson 11.800 9,490 80 10,170 86 Catawba 21,300 19,530 92 19,850 93 Scotland 6,000 4,770 79 5,290 88 : SPONSOR/24 December 1962 lr> NORTH CAROLINA/ continued TOTAL TELEVISION RADIO i COUNTY HOMES HOMES % HOMES % | COUNTY Stanly 12,000 10,570 88 10,750 90 Stutsman Stokes 5,900 5,060 86 5,250 89 | Towner Traill Surry 13,700 11,720 86 12,430 91 1 Walsh Swain 2,100 1,210 58 1,830 87 | Transylvania 4,400 3,530 80 3,970 90 1 Ward Tyrrell 1,200 860 72 950 79 1 Wells Union 11,900 10,170 85 10,610 89 | Williams STATE TOTAL Vance 8,300 7,030 85 7,380 89 1 Wake 47,600 42,140 89 44,130 93 1 Warren 4,200 3,000 71 3,660 87 % OHIO Adams Allen Ashland Washington 3,300 2,640 80 2,680 81 1 Watauga 4,500 3,540 79 4,230 94 | Wayne 21,200 18,040 85 18,720 88 | Ashtabula Wilkes 11,700 9,590 82 10,280 88 | Athens Wilson 15,000 12,590 84 13,100 87 1 Auglaize Belmont Brown Butler Yadkin Yancey STATE TOTAL 6,300 3,600 1,238,500 5,280 2,350 1,057,560 84 65 5,690 3,280 1,102,390 90 91 | 1 Carroll NORTH DAKOTA | Adams 1,300 1,110 85 980 76 I Champaign Barnes 4,800 4,470 93 4,700 98 g Clark Benson 2,400 1,970 82 2,240 93 I Clermont Billings 400 360 91 340 84 § Clinton Bottineau 3,100 2,690 87 2,980 96 I Columbiana Bowman 1,200 1,020 85 1,200 100 | Coshocton Burke 1,600 1,380 86 1,580 99 s Crawford Burleigh 10,400 9,520 92 10,050 97 n Cuyahoga Cass 20,100 18,820 94 19,320 96 1 Darke Cavalier 2,600 1,820 70 2,570 99 1 Defiance Dickey 2,400 2,010 84 2,330 97 1 Delaware Divide 1,400 1,150 82 1,360 97 i Erie Dunn 1,600 1,340 84 1,550 97 1 Fairfield Eddy 1,400 1,270 91 1,340 96 = Fayette Emmons 2,000 1,780 89 1,920 96 i Franklin Foster 1,500 1,340 89 1,450 97 1 Fulton Golden Valley 900 810 90 850 95 1 Gallia Grand Forks 13,800 12,840 93 13,250 96 i Geauga Grant 1,600 1,360 85 1,510 94 = Greene Griggs 1,400 1,280 91 1,320 95 = Guernsey Hettinger 1,600 1,410 88 1,590 99 1 Hamilton Kidder 1,300 1,220 94 1,230 95 1 Hancock La Moure 2,300 2,040 89 2,250 98 1 Hardin Logan 1,300 1,100 84 1,250 96 i Harrison McHenry 2,900 2,690 93 2,790 96 1 Henry Mcintosh 1,900 1,490 78 1,830 97 i Highland McKenzie 2,000 1,780 89 1,900 95 I Hocking McLean 3,600 3,250 90 3,440 96 1 Holmes Mercer 1,800 1,480 82 1,710 95 1 Huron Morton 5,700 5,130 90 5,390 95 I Jackson Mountrail 2,800 2,440 87 2,700 97 | Jefferson Nelson 2,100 1,950 93 2,050 98 1 Knox Oliver 600 530 89 580 96 I Lake Pembina 3,400 2,600 76 3,360 99 = Lawrence Pierce 1,800 1,530 85 1,760 98 | Licking Ramsey 3,700 3,220 87 3,620 98 I Logan Ransom 2,300 2,100 91 2,260 98 1 Lorain Renville 1,300 1,220 94 1,250 96 w Lucas Richland 5,200 4,690 90 5,120 99 i Madison Rolette 2,400 1,670 70 2,120 89 I Mahoning Sargent 1,900 1,730 91 1,770 93 § Marion Sheridan 1,100 940 86 1,060 97 § Medina Sioux 800 550 69 620 78 i Meigs Slope 500 450 91 490 97 1 Mercer Stark 4,800 4,260 89 4,690 98 s Miami Steele 1,300 1,210 93 1,290 99 1 Monroe TOTAL TELEVISION RADIO HOMES HOMES % HOMES % 6,500 6,100 94 6,370 98 1,600 1,350 84 1,560 98 2,900 2,730 94 2,850 98 4,700 4,220 90 4,660 99 14,000 12,840 92 13,380 96 2,600 2,290 88 2,540 98 6,500 5,810 89 6,210 96 175,100 156,360 168,530 6,100 4,870 80 5,580 9f 31,400 28,990 92 30,110 96 12,300 11,660 95 11,760 96 28,400 26,450 93 27,150 96 12,600 11,000 87 11,690 93 10,900 10,070 92 10,440 96 25,600 23,890 93 24,120 94 7,600 6,620 87 7,050 93 59,300 56,070 95 56,570 95 5,900 5,500 93 5,540 94 9,100 8,500 93 8,540 94 39,900 37,850 95 38,020 95 23,700 22,390 94 22,520 95 9,300 8,660 93 8,610 93 32,800 30,700 94 31,290 95 10,300 9,000 87 9,630 94 15,100 14,070 93 14,250 94 516,000 488,860 95 495,880 96 14,200 13,210 93 13,460 95 9,300 8,630 93 8,990 97 10,600 10,100 95 9,850 93 21,100 19,960 95 20,360 97 20,000 19,040 95 19,040 95 7,900 7,220 91 7,410 94 213,400 202,320 95 204,010 96 8,800 8,000 91 8,560 97 7,000 6,080 87 6,270 90 13,800 12,870 93 12,990 94 27,600 26,150 95 26,690 97 11,500 10,290 89 10,800 94 275,700 257,500 93 264,670 96 17,600 16,600 94 17,180 96 9,000 8,140 90 8,410 93 5,400 4,920 91 5,090 94 7,800 7,420 95 7,560 97 9,600 8,490 88 9,070 95 6,100 5,510 90 5,510 90 5,500 4,090 74 4,440 81 14,300 13,340 93 13,590 95 8,700 7,760 89 8,180 94 29,300 27,700 95 28,070 96 12,100 11,310 94 11,660 96 45,400 43,920 97 43,860 97 16,400 15,030 92 14,690 90 28,800 27,260 95 27,850 97 11,200 10,410 93 10,660 95 64,900 61,920 95 61,780 95 142,700 135,780 95 136,990 96 7,500 6,760 90 6,960 93 89,000 84,750 95 85,440 96 18,600 17,600 95 17,610 95 20,000 18,960 95 19,300 97 6,500 5,720 88 5,840 90 9,100 8,420 93 8,890 98 23,400 22,190 95 22,420 96 4,600 3,990 87 4,170 91 46 SPONSOR/24 DECEMBER 1962 TOTAL TELEVISION RADIO TOTAL TELEVISION RADIO COUNTY HOMES HOMES % HOMES % COUNTY Hughes HOMES 4,700 HOMES 3.740 % 80 HOMES % Montgomery 163,800 156,510 96 157,250 96 3,950 84 Morgan 3,800 3,240 85 3,470 91 Jackson 9,500 8,430 89 8,570 90 Morrow 5,700 5,320 93 5,420 95 Jefferson 2,600 2,250 87 2,370 91 Muskingum 24,300 22,320 92 22,840 94 Johnston 2,600 2,070 80 2,330 90 Noble 3,300 2,680 81 3,100 94 Kay 16,900 15,050 89 15,870 94 Ottawa 10,900 10,330 95 10,490 96 Kingfisher 3,300 3,000 91 3,080 93 Paulding 5,000 4,590 92 4,730 95 Kiowa 4,800 4,160 87 4,290 89 Perry 8,200 7,510 92 7,630 93 Latimer 2,300 1,530 66 1,920 84 Pickaway 9,700 9,220 95 9,010 93 Le Flore 8,800 6,990 79 7,940 90 Pike 5,500 4,760 87 4,930 90 Lincoln 5,900 5,330 90 5,260 89 Portage 26,300 25,060 95 24,990 95 Logan 5,800 5,010 86 5,280 91 Preble 9,800 9,300 95 9,220 94 Love 1,800 1,480 82 1,560 87 Putnam 7,800 7,120 91 7,560 97 McClain 3,900 3,580 92 3,580 92 Richland • 36,200 33,860 94 34,280 95 McCurtain 7,300 5,430 74 6,430 88 Ross 17,200 15,640 91 16,050 93 Mcintosh 3,400 2,780 82 2,850 84 Sandusky 17,200 16,410 95 16,750 97 I Major 2,500 1,810 72 2,210 89 Scioto 25,400 23,070 91 23,800 94 Marshall 2,400 1,930 80 2,170 90 Seneca 17,300 16,230 94 16,640 96 Mayes 6,300 5,380 85 5,700 90 Shelby 9,900 9,310 94 9,430 95 Murray 3,600 3,020 84 3,210 89 Stark 103,100 97,410 94 99,080 96 Muskogee 19,000 16,470 87 16,930 89 Summit 160,400 153,050 95 154,630 96 I Noble 3,400 3,070 90 3,040 89 Trumbull 62,600 59,610 95 59,970 96 Nowata 3,400 3,030 89 3,030 89 Tuscarawas 24,100 21,930 91 22,680 94 I Okfuskee 3,300 2,580 78 2,920 89 Union 7,000 6,460 92 6,570 94 Oklahoma 148,300 136,120 92 137,330 93 Ven Wert 9,100 8,530 94 8,750 96 Okmulgee 11,300 10,030 89 10,070 89 Vinton 2,900 2,550 88 2,620 90 I Osage 10,300 9,430 92 9,190 89 Warren 19,600 18,540 95 18,440 94 I Ottawa 9,100 8,190 90 8,080 89 Washington 16,000 14,100 88 14,930 93 1 Pawnee 3,400 2,990 88 2,940 87 Wayne 21,800 19,440 89 20,470 94 Payne 13,500 11,790 87 12,530 93 Williams 9,500 8,660 91 9,120 96 Pittsburg 10,300 8,670 84 9,540 93 Wood 21,400 20,260 95 20,820 97 Pontotoc 9,300 8,140 88 8,110 87 Wyandot 6,500 5,910 91 6,360 98 | Pottawatomie 13,500 11,970 89 11,880 88 STATE TOTAL 2,982,000 2,803,440 2,849,100 1 Pushmataha 2,700 1,720 64 2,370 88 Roger Mills 1,500 1,110 74 1,410 94 OKLAHOMA Adair Alfalfa Atoka Beaver Beckham 3,700 2,800 2,800 2,200 5,900 2,560 2,320 2,300 1,860 4,620 69 83 82 84 78 3,130 2,650 2,260 2,150 5,500 85 95 81 98 93 Rogers Seminole Sequoyah Stephens Texas 6,700 8,400 5,100 12,500 4,400 5,800 7,160 3,900 11,310 3,690 87 85 76 90 84 5,980 89 7,180 86 4,450 87 11,290 90 4,180 95 Tillman 4,500 3,920 87 4,040 90 Blaine Bryan Caddo Canadian Carter 3,700 7,600 8,600 7,500 12,900 3,220 5,930 7,520 6,860 11,140 87 78 87 91 86 3,260 7,070 7,470 6,850 11,510 88 93 87 91 89 Tulsa Wagoner Washington Washita 117,300 4,700 14,100 5,300 108,200 4,080 13,180 4,740 92 87 93 89 108,850 93 4,330 92 13,100 93 4,920 93 Woods 4,000 3,330 83 3.840 96 Cherokee 5,000 4,070 81 4,610 92 Woodward 4,100 3,120 76 3,830 93 Choctaw 4,800 3,030 63 4,530 94 STATE TOTAL 741,400 652,620 676,340 Cimarron 1,400 1,020 73 1,370 98 Cleveland 13,400 11,900 89 12,260 92 1 Coal 1,600 1,350 84 1,270 79 OREGON Baker 5,700 4,790 84 5,490 96 Comanche 24,900 22,670 91 22,910 92 Benton 11,600 9,600 83 11.230 97 Cotton 2,400 2,130 89 2,100 88 Clackamas 36,900 34,020 92 35,500 96 Craig 4,500 3,850 86 4,220 94 Clatsop 9,100 7,750 85 8.660 95 Creek 12,900 11,200 87 11,530 89 Columbia 7,000 6,240 89 6.690 96 Custer 6,800 5,770 85 6,250 92 1 1 Coos 18,000 14.400 80 17,210 96 Delaware 4,000 3,000 75 3,380 84 Crook 2,900 2,460 85 2,710 93 Dewey 1,800 1,430 79 1,690 94 Curry 4,700 3,730 79 4,420 94 Ellis 1,800 1,210 67 1,740 97 Deschutes 7,500 6,310 84 7,190 96 Garfield 17,100 15,510 91 16,090 94 Douglas 21,100 18.530 88 20.260 96 Garvin 8,800 7,890 90 7,820 89 Gilliam 1,000 820 82 960 96 Grady 9,300 8,160 88 8,440 91 Grant 2,400 1,490 62 2.280 95 Grant 2,600 2,290 88 2,470 95 Harney 2,000 1,540 77 1,910 95 Greer 2,600 2,000 77 2,450 94 Hood River 4,200 3,430 82 4,010 96 Harmon 1,800 1,470 82 1,560 87 Jackson 24.800 22,810 92 23.630 95 Harper 1,900 1,620 85 1,870 99 Jefferson 2,100 1,810 86 1,980 94 Haskell 2,500 2,010 80 2,000 80 Josephine 10,100 8,540 85 9.790 97 SPONSOR/24 DECEMBER 1962 47 OREGON/ continued TOTAL TELEVISION RADIO = TOTAL TELEVISION RADIO COUNTY HOMES HOMES % HOMES % | COUNTY HOMES HOMES % HOMES % Klamath 15,100 13,760 91 14,590 97 Monroe 12,600 11,830 94 11,980 95 Lake 2,300 1,880 82 2,190 95 1 Lane 51,900 47,310 91 50,450 97 1 Montgomery 159,400 153,530 96 155,260 97 I Montour 4,300 3,830 89 4,040 94 Lincoln 8,400 6,550 78 8,030 96 1 Northampton 62,200 58,720 94 60,330 97 Linn 18,100 16,310 90 17,300 96 § Northumberland 31,700 28,660 90 29,610 93 Malheur 6,600 5,820 88 6,410 97 | Perry 7,800 7,110 91 7,270 93 Marion 37,200 33,570 90 35,080 94 1 Morrow 1,500 1,180 79 1,400 94 i Philadelphia 610,700 573,200 94 582,610 95 I Pike 3,100 2,730 88 2,980 4,740 96 Muiltnomah 181,900 165,670 91 173,710 96 1 Potter 5,000 4,470 89 95 Polk Sherman 8,200 800 7,380 730 90 91 7,840 710 93 89 1 Schuylkill Snyder 52,200 7,200 48,410 6,100 93 85 48,390 6,680 93 93 Tillamook 5,900 4,700 80 5,530 94 n Umatilla 13,600 11,370 84 13,040 96 § Somerset 22,000 20,300 92 20,940 95 Union Wallowa Wasco Washington 5,800 2,200 6,600 29,800 4,680 1,750 5,530 28,240 81 79 84 95 5,500 2,120 6,320 29,060 95 97 96 98 1 Sullivan Susquehanna Tioga Union 1,700 9.500 10,600 6,600 1,530 8,860 9,460 5,570 90 93 89 84 1,570 9,030 10,000 6,340 92 95 94 96 Wheeler 800 670 84 700 88 1 Venango 18,900 16,910 89 17,820 94 Yamhill 10,000 8,790 88 9,630 96 I Warren 13,300 11,840 89 12,830 97 STATE TOTAL 577,800 514,160 553,530 1 Washington 65,200 61,520 94 62,400 96 % Wayne 8,100 7,060 87 7,780 96 § Westmoreland 105,800 100,810 95 101,570 96 PENNSYLVANIA n Adams 15,300 14,100 92 14,830 97 | Wyoming 4,900 4,490 92 4,750 97 Allegheny 493,800 468,910 95 478,490 97 1 York 76,800 72,040 94 73,960 96 Armstrong 23,600 22,100 94 22,660 96 1 STATE TOTAL 3,417,700 3,214,580 3,275,160 Beaver 61,700 59,000 96 59,360 93 | Bedford 12,400 11,200 93 11,720 95 1 RHODE ISLAND Berks Blair Bradford Bucks Butler 89,000 41,400 16,100 94,300 33,500 83,950 39,000 14,900 91,230 31,920 94 94 93 97 95 85,2:0 39,510 15,230 91,090 32,460 96 96 95 97 97 1 Bristol Kent Newport Providence Washington STATE TOTAL 11,400 35.400 21900 177,700 16,900 263,300 11,060 34,250 20,840 169,560 15,870 251,590 97 97 95 95 94 11,080 34,300 21,130 171,480 16,160 254,150 97 97 97 97 96 Cambria 56,900 54,170 95 54,450 95 z_ Cameron 2,300 2,190 95 2,160 94 1 SOUTH CAROLINA Carbon 15,900 14,930 94 14,870 94 1 Abbeville 5 800 4,580 79 5,060 87 Centre 21,200 19,210 91 20,200 95 1 Aiken 23.700 21,180 89 21,690 92 Chester 59,600 56,700 95 56 860 95 1 Allendale 2.930 1,870 64 2,510 87 | Anderson 28,400 25,000 88 25,190 89 Clarion 10,800 9,950 92 10,230 95 I Bamberg 3,900 2,790 72 3,360 86 Clearfield 23,800 22,330 94 21,990 92 1 Clinton 11,200 10,480 94 10,740 98 I Barnwell 4 500 3,390 75 3,870 86 Columbia 16,400 15,300 93 15,580 95 Beaufort 9,930 8,120 82 8,400 85 Crawford 22,900 20,850 91 21,820 95 Berkeley 9.100 7,110 78 7,260 80 §j Calhoun 2.800 1,880 67 2.480 89 Cumberland 38,900 36,540 94 37,420 96 1 Charleston 58,800 51,200 87 52,040 89 Dauphin 70,800 66,120 93 67,610 96 | Delaware 166,500 161,870 97 161,510 97 1 Cherokee 9,300 8,100 87 8,040 87 Elk 10,800 10,110 94 10,430 97 | Chester 7,900 6,690 85 7,020 89 Erie 75 500 71,790 95 72,250 98 1 Chesterfield 8.200 6,360 78 6,950 85 j Clarendon 6,100 3,720 61 5,083 83 Fayette 48,500 44,490 92 45,150 93 i Colleton 7,100 4,950 70 5,690 80 Forest 1,400 1,330 95 1,310 93 I Franklin 27,200 24,240 89 25,890 95 i Darlington 13,000 10,640 82 11,260 87 Fulton 3,000 2,490 83 2,750 92 Dillon 6,800 5,390 79 5,810 86 Greene 11,300 10,350 92 10,690 95 g Dorchester 6.100 5,030 82 5.090 83 Edgefield 3,830 2,980 78 3,150 83 Huntingdon 11,400 10,320 91 10,600 93 Fairfield 4,900 3,530 72 4,160 85 Indiana 21,400 19,800 93 20,310 95 | Jefferson 14,100 13,120 93 13,440 95 i Florence 20,900 17,870 85 18,730 90 Juniata 4,600 3,890 85 4,360 95 Georgetown 7,900 6,020 76 6,980 88 Lackawanna 68,600 65,660 96 66,200 97 Greenville 62,400 56,000 90 56,410 90 1 Greenwood 12,900 11,240 87 11,520 89 Lancaster 84,100 74.520 89 78.470 93 = Hampton 4,300 3,030 70 3,420 80 Lawrence 33,600 31,550 94 32,260 96 Lebanon 27,400 25,340 92 26,470 97 1 Horry 17,300 13,680 79 15,280 88 Lehigh 72,100 68,550 95 70,150 97 1 Jasper 3,100 2,150 69 2,390 77 Luzerne 102,400 97,570 95 97,280 95 Kershaw 8,400 6,770 81 7,360 88 1 Lancaster 10,200 8,990 88 9,010 88 Lycoming 34,300 30,720 90 33,070 96 1 Laurens 12,400 10,520 85 10,650 86 McKean 16 800 15,410 92 15,940 95 1 Mercer 37,800 35,410 94 36,330 93 1 Lee 4,700 3,260 69 4,030 86 Mifflin 13,500 11,990 89 12,850 95 1 Lexington 17,300 14,530 84 15,660 91 48 SPONSOR/24 DECEMBER 1962 COVERAGE # Beneath it all . . . sales. The three most popu- lated television counties in the country. A major test market. The kind of market that reflects the future of your product. A million plus market that responds most to the reach of WJAR-TV. TV 10 . . . exciting television. PROVIDENCE ... a market for any season. ARB TV Homes WJJMM-WW NBC - REPRESENTED BY EDWARD PETRY & COMPANY. INCORPORATED OUTLET COMPANY STATIONS IN PROVIDENCE - WJAR-TV, FIRST TELE- VISION STATION IN RHODE ISLAND - WJAR RADIO IN ITS 40th YEAR SPONSOR/24 DECEMBER 1962 19 SOUTH CMlQUHAIcontinued TOTAL TELEVISION RADIO = TOTAL TELEVISION RADIO COUNTY HOMES 2,000 HOMES 1,500 % 75 HOMES 1,690 % 85 1 COUNTY HOMES HOMES % HOMES % McCormick Moody 2,400 2,180 91 2,270 95 Marion 7,600 5,630 74 6,540 86 I Marlboro 6,700 5,130 77 5,730 86 = Pennington 18,100 16,560 91 17,450 96 | Perkins 1,600 1,190 74 1,570 98 Newberry 8,000 6,580 82 7,360 92 B Potter 1,400 1,200 86 1,340 96 Oconee 10,500 9,170 87 9,450 90 g Roberts 3,600 3,040 84 3,410 95 Orangeburg 16,400 11,850 72 14,330 87 1 Sanborn 1,400 1,160 83 1,390 99 Pickens 13,300 11,110 84 11,920 90 n Richland 49,100 41,950 85 45,760 93 i Shannon 1,200 630 52 800 66 1 Spink 3,200 2,930 92 3,010 94 Saluda 3,600 2,820 78 3,050 85 i Stanley 1,200 990 82 1,140 95 Spartanburg 43,800 38,830 89 39,950 91 1 Sully 700 630 89 640 92 Sumter 18,900 15,110 80 16,630 88 g Todd 1,100 700 63 950 8T Union 7,800 6,720 86 7,100 91 1 Williamsburg 8,500 5,930 70 7,280 86 i Tripp 2,500 2,200 88 2,420 97 1 Turner 3,400 3,090 91 3,350 98 York 20,400 17,560 86 18,090 89 1 Union 3,100 2,970 96 2,930 95 STATE TOTAL 621,400 518,460 550,430 1 Walworth 2,400 1,860 77 2,320 97 1 Washabaugh 300 220 72 270 9t SOUTH DAKOTA Aurora Beadle Bennett 1,400 6,600 800 1,120 5,700 600 80 86 75 1,390 6,300 720 99 95 90 I Yankton Ziebach STATE TOTAL 4,700 600 197,700 4,190 330 173,880 89 55 4,500 96 550 91 189,960 Bon Homme Brookings 2,800 5,700 2,320 5,100 83 90 2,710 5,600 97 98 g TENNESSEE i Anderson 16,400 14,580 89 15,250 93 Brown 10,000 9,380 94 9,670 97 i Bedford 7,000 5,970 85 6,480 93 Brule 1,900 1,660 87 1,800 95 1 Benton 3,300 2,600 79 3,070 93 Buffalo 400 240 61 380 96 1 Bledsoe 1,900 1,380 73 1,690 89 Butte 2,600 2,230 86 2,540 98 = Blount 16,100 14,160 88 14,800 92 Campbell 1,000 760 76 1,000 100 I 1 Bradley 11,300 10,010 89 10,430 92 Charles Mix 2,900 2,260 78 2,730 94 g Campbell 6,900 5,120 74 6,150 89 Clark 2,100 1,900 90 2,060 98 i Cannon 2,500 2,030 81 2,320 93 Clay 3,000 2,730 91 2,930 98 n Carroll 7,000 5,330 76 6,470 92 Codington 6,000 5,590 93 5,720 95 | Carter 11,300 9,630 85 10,420 92 Corson 1,400 900 65 1,180 84 1 | Cheatham 2,700 2,340 87 2,450 91 Custer 1,500 1,220 81 1,450 97 1 Chester 2,600 2,070 80 2,240 86 Davison 5,000 4,180 84 4,840 97 | Claiborne 4,600 3,110 68 4,210 92 Day 3,000 2,710 90 2,850 95 = Clay 1,900 1,340 71 1,690 89 Deuel 2,000 1,750 88 1,960 98 1 Cocke 6,200 4,640 75 5,310 86 Dewey 1,400 920 66 1,340 96 g 1 Coffee 8,600 7,550 88 8,050 94 Douglas 1,500 1,200 80 1,460 97 1 Crockett 4,200 3,420 82 3,830 91 Edmunds 1,600 1,310 82 1,540 96 g Cumberland 4,900 3,520 72 4,430 90 Fall River . 3,100 2,600 84 2,890 93 I Davidson 119,700 110,100 92 111,800 93 Faulk 1,300 1,100 85 1,230 95 = Decatur 2,500 1,830 73 2,240 90 Grant 2,800 2,430 87 2,740 98 1 1 De Kalb 3,200 2,520 79 2,850 89 Gregory 2,100 1,800 86 2,050 98 1 Dickson 5,500 4,820 88 5,150 94 Haakon 900 760 84 860 95 1 Dyer 8,700 7,290 84 7,910 91 Hamlin 1,900 1,690 89 1,810 95 g Fayette 5,300 3,560 67 4,480 85 Hand 1,900 1,690 89 1,850 97 g Fentress 3,100 2,100 68 2,810 91 Hanson 1,300 1,130 87 1,230 94 = | Franklin 6,900 5,710 83 6,380 92 Harding 700 550 79 680 97 1 Gibson 13,600 11,180 82 12,290 90 Hughes 4,000 3,630 91 3,730 93 = Giles 6,300 4,730 75 5,830 93 Hutchinson 3,300 2,780 84 3,210 97 1 Grainger 3,300 2,330 71 2,900 88 Hyde 800 740 92 770 97 1 Greene 12,000 9,990 83 10,990 92 Jackson 600 450 75 570 96 | | Grundy 2,900 2,080 72 2,510 87 Jerauld 1,200 1,030 86 1,160 97 g Hamblen 10,000 8,200 82 9,220 92 Jones 600 510 85 600 100 1 Hamilton 72,200 65,380 91 66,280 92 Kingsbury 2,700 2,430 90 2,590 96 | Hancock 1,900 1,330 70 1,780 94 Lake 3,400 3,140 92 3,320 98 I Hardeman 4,900 3,620 74 4,100 84 Lawrence 5,000 4,280 86 4,860 97 g g Hardin 4,900 3,390 69 4,280 87 Lincoln 3,800 3,500 92 3,740 98 1 Hawkins 8,200 6,400 78 7,350 90 Lyman 1,200 1,100 92 1,130 94 g Haywood 5,500 4,030 73 4,650 85 McCook 2,400 2,240 94 2,320 97 i Henderson 4,600 3,530 77 4,160 90 McPherson 1,600 1,280 80 1,590 99 1 Henry 7,000 5,370 77 6,430 92 Marshall 1,900 1,540 81 1,810 95 | g Hickman 3,300 2,740 83 3,030 92 Meade 3,300 2,800 85 3,230 98 i Houston 1,400 1,060 75 1,260 90 Mellette 700 520 74 630 90 1 Humphreys 3,400 2,950 87 3,020 89 Miner 1,500 1,330 88 1,470 98 I Jackson 2,300 1,660 72 2,030 88 Minnehaha 26,200 24,980 95 25,410 97 1 Jefferson 6,000 5,010 83 5,600 93 50 SPONSOR/24 DECEMBER 1962 WFBC-TV SALUTES THE NEW "JET AGE GREENVILLE-SPARTANBURG JJ SERVING THE HEART OF ITS MARKET AIRPORT FEATURES • 7,600-ft. main runway • First FAA-approved center-line and touch- down lighting • $l34-Million Terminal Bldg., with every conven- ience for users • 9-Story Control Tower has "jet-age" communications, radar, flight service and FAA training rooms • Limousine service to Greenville & Spartanburg $10-MILLION AIRPORT . . . MOST MODERN IN THE SOUTHEAST Served by Eastern Air Lines and Southern Airways, the Green- ville-Spartanburg Airport now has 42 scheduled flights daily, includ- ing Eastern's non-stop flight to New York. Located in the heart of the industrial Western Carolina's area, it is new evidence of this region's present importance and future growth. WFBC-TV DOMINATES* ITS RICH MARKET OF 2-MILLION PEOPLE WITH $3-BILLI0N INCOMES With Greenville, Spartanburg and Ashe- ville as its metropolitan areas, this market embraces the industrial Western Carolinas, plus counties in Georgia and Tennessee. WFBC-TV's 61 -county market ranks near Miami and Birmingham. It outranks Nash- ville, New Orleans and Richmond in popu- lation, incomes and retail sales. *See latest Nielsen and A.R.B. surveys "The Giant of Southern Skies" Channel 4 WFBC-TV SERVING GREEN VILLE-SPARTANBURG-ASHEVILLE Nationally Represented by Avery-Knodel, Inc. ] Affiliated with WBIR-TV, Knoxville, Tenn. SPONSOR/24 December 1962 51 lEHtiESSEEl continued TOTAL TELEVISION RADIO TOTAL TELEVISION RADIO COUNTY HOMES HOMES °0 HOMES % COUNTY Bell HOMES 27,200 HOMES 24,510 % 90 HOMES 24,620 91 Johnson 2,800 2,180 78 2,590 93 Knox 77,500 68,950 89 72,230 93 Bexar 193,600 171,370 89 178,500 92 Lake 2,600 1,970 76 2,120 81 Lauderdale 5,700 4,640 81 4,820 85 Blanco 1,200 980 82 1,140 95 Lawrence 7,800 6,270 80 7,090 91 Borden 300 250 84 300 100 Bosque 3,700 3,070 83 3,460 93 Lewis 1,800 1,420 79 1,590 89 Bowie 18,500 16,240 88 16,800 91 Lincoln 6,900 5,370 78 6,400 93 Brazoria 22,800 20,690 91 20,770 91 Loudon 6,700 5,930 89 6,080 91 McMinn 9,600 8,090 84 8,640 90 Brazos 12,800 10,800 84 11,670 91 McNairy 5,000 3,740 75 4,310 86 Brewster 1,800 1,140 64 1,650 92 Briscoe 1,100 970 88 990 90 Macon 3,500 2,870 82 3,220 92 Brooks 2,200 1,710 78 1,910 87 Madison 17,900 14,870 83 16,290 91 Brown 8,100 6,320 78 7,650 94 Marion Marshall Maury 5,500 4,930 12,200 4,780 4,210 10,550 87 86 86 4,760 4,640 11,430 87 95 94 Burleson Burnet Caldwell 3,400 2,900 5,000 2,360 2,560 4,040 69 88 81 3,070 2,570 4,490 90 89 90 Meigs 1,200 1,010 84 1,030 86 Calhoun 4,600 3,670 80 4,230 92 Monroe 5,900 4,670 79 4,940 84 Callahan 2,700 2,350 87 2,510 93 Montgomery Moore 14,800 1,000 13,290 760 90 76 13,350 920 90 92 Cameron Camp 37,700 2,500 29,720 1,830 79 73 33,520 2,170 89 87 Morgan 3,400 2,600 76 2,910 86 Carson 2,200 2,090 95 2,080 95 Obion 8,500 7,130 84 7,930 93 Cass 6,700 5,590 83 5,940 89 Overton 3,700 2,670 72 3,360 91 Castro 2,600 2,180 84 2,450 94 Perry 1,500 1,190 80 1,360 91 Chambers 3,100 2,770 90 2,780 90 Pickett 1,200 840 70 1,110 92 Cherokee 9,400 7,240 77 8,133 87 Polk 3,100 2,500 81 2,800 90 Childress 2,600 2,150 83 2,430 95 Putnam Rhea 8,100 4,300 6,480 3,350 80 78 7,640 3,960 94 92 Clay Cochran 2,700 1,800 2,450 1,590 91 88 2,470 1,600 91 89 i Roane 11,200 9,590 86 10,320 92 Coke 1,100 970 88 1,040 95 Robertson 7,800 6,790 87 7,080 91 Coleman 4,100 3,520 83 3,950 96 Rutherford 14,800 13,190 89 13,790 93 Collin 13,000 11,430 88 12,090 93 Scott Sequatchie Collingsworth 1,700 1,140 67 1,670 98 3,600 1,500 2,400 1,220 67 82 3,250 1,160 90 77 1 Colorado 5,700 . 4,250 75 5,240 92 Sevier 6,600 5,050 77 5,940 90 1 Comal 6,000 5,130 86 5,710 95 Shelby 184,200 163,620 89 168,730 92 Comanche 4,000 2,833 72 3,810 95 : Smith 3,600 3030 84 3,330 93 Concho 1,100 940 85 990 90 93 Cooke 7,100 6,210 87 6,630 Stewart 2,100 1,750 83 1,820 87 Coryell 6,200 5,500 89 5,620 91 Sullivan 33,400 30,070 90 31,100 93 Sumner 10,900 9,560 88 9,930 91 Cottle 1,300 1,000 77 1,270 97 Tipton 7,200 5,720 79 6,250 87 Crane 1,400 1,300 93 1,280 91 Trousdale 1,400 1,160 83 1,320 94 Crockett 1,200 890 74 1,130 94 ! Crosby 3,000 2,710 90 2,720 91 Unicoi 4,100 3,290 80 3,700 90 Culberson 900 670 74 850 94 Union 2,200 1,540 70 1,930 88 Van Buren 900 610 68 770 86 Dallam 2.000 1,670 84 1,880 94 Warren 6,900 5,360 78 6,410 93 Dallas 315.500 290,510 92 294,990 94 Washington 17,900 15,990 89 16,400 92 Dawson 5 500 4,630 84 5,050 92 Deaf Smith 3,900 3,460 89 3,650 94 Wayne 3,100 2,050 66 2,770 89 Delta 1,700 1,290 76 1,620 95 Weakley 7,400 5,850 79 6,940 94 White 4,500 3,510 78 4,150 92 Denton 14,500 13,110 90 13,490 93 Williamson 6,900 5.850 85 6,340 92 De Witt 6,400 4,660 73 5,980 93 Wilson 8,400 7,250 86 7,880 94 Dickens 1,500 1,230 85 1,370 91 STATE TOTAL 1,025,700 878,490 939450 Dimmit 2,300 1,260 55 2,100 91 Donley 1,500 1,170 78 1,460 97 TEXAS Duval 3,300 2,190 66 2,690 82 Anderson 8,500 6,890 81 7,600 69 Eastland 6,700 5,360 80 6,240 93 Andrews 4,300 3,750 87 3,870 99 Ector 29,000 26,510 91 26,450 91 Angelina 12,500 10,620 85 11,130 89 Edwards 700 420 60 680 98 Aransas 2,200 1.940 83 1,950 89 Ellis 13,200 11,580 88 12,040 91 Archer 1,900 1,750 92 1,830 96 El Paso 85.500 77,750 91 80,280 94 Armstrong 700 610 88 680 97 Frath 5 500 4,830 88 5 200 95 Atascosa 4,800 3,810 79 4,290 89 Falls 6,400 5,070 79 5,820 91 Austin 4,400 3,160 72 4,100 93 Fannin 7,600 6,020 79 6,730 89 Bailey 2,700 2,370 88 2.630 98 Fayette 6,500 4,300 66 6,050 93 Bandera 1,400 1,210 86 1,320 94 Fisher 2,200 1,850 84 1,890 86 Bastrop 5,200 3,920 75 4,720 91 Floyd 3,700 3,370 91 3,470 94 Baylor 1,900 1,750 92 1,830 97 Foard 1,000 880 88 930 93 Bee 6,500 5,050 78 5,900 91 Fort Bend 11,000 9,420 83 10.090 92 52 SPONSOR 21 DECEMBER 1962 Leaders in the metropolitan audience share... with greatest unduplicated ABC network coverage in the Southwest! San Antonio's For many years San Antonio's Channel 12 has been a leader in the metropolitan audience share. Now, with its new Sky Scraper maximum tower and maximum power . . . this coverage has been extended to outlying communities of the San Antonio trade area. The new Channel 12 Sky Scraper will add an estimated 185,000 homes to its coverage ... the greatest unduplicated ABC network coverage in the Southwest. See your Katz man for the facts. Channel 12 I HE KATZ AGE>TY, i>c National Representatives SPONSOR 24 DECEMBER 1962 TEXAS [continued COUNTY TOTAL HOMES TELEVISION HOMES % RADIO HOMES % COUNTY Franklin Freestone Frio Gaines Galveston Garza Gillespie Glasscock Goliad Gonzales Gray Grayson Gregg Grimes Guadalupe Hale Hall Hamilton Hansford Hardeman Hardin Harris Harrison Hartley Haskell Hays Hemphill Henderson Hidalgo Hill Hockley Hood Hopkins Houston Howard Hudspeth Hunt Hutchinson Irion Jack Jackson Jasper Jeff Davis Jefferson Jim Hogg Jim Wells Johnson Jones Karnes Kaufman Kendall Kenedy Kent Kerr Kimble King Kinney Kleberg Knox Lamar Lamb Lampasas La Salle Lavaca Lee Leon 54 1,700 3,800 2,500 3,600 44,200 1,900 3,300 400 1,600 5,100 10,400 23,900 22,200 3,800 8,500 11,200 2,100 2,900 1,900 2,700 7,500 398,900 13,000 700 3,300 5,300 900 6,900 42,100 7,400 6,300 1,900 6,100 5,200 12,200 800 12,700 10,400 400 2,600 4,000 6,400 400 76,200 1,300 9,100 11,400 6,000 3,800 8,400 1,900 200 600 5,300 1,300 200 700 7,900 2,200 10,700 6,700 3,100 1,400 6,300 2,700 3,100 1,290 76 2,850 75 1,760 71 3,230 90 39,390 89 1,670 88 2,180 66 370 93 1,150 72 4,050 79 9,560 92 20,960 88 19,430 88 2,760 73 6,940 82 9,870 88 1,490 71 2,290 79 1,740 91 2,140 79 6,240 83 361,480 91 10,710 82 650 93 2,780 84 4,430 84 760 84 5,470 79 32,230 77 6,310 85 5,860 93 1,660 87 4,930 81 3,550 68 11,300 93 500 63 10,870 86 9,740 94 300 76 2,310 89 3,070 77 5,100 80 240 59 70,340 92 840 64 7,170 79 10,320 91 5,310 89 2,920 77 7,040 84 1,440 76 170 86 590 98 4,000 76 770 59 140 71 340 49 6,640 84 1,790 81 7,290 68 6,030 90 2,690 87 920 66 3,750 59 2,030 75 2,050 66 1,560 92 3,420 90 2,170 87 3,390 94 40,090 91 1,720 91 3,020 92 380 96 1,480 93 4,680 92 9,690 93 22,040 92 19,580 88 3,340 88 7,980 94 10,520 94 2,000 95 2,820 97 1,720 91 2,480 92 6,300 84 368,580 92 11,180 86 670 96 3,000 91 4,980 94 860 96 6,240 91 37,340 89 6,730 91 6,010 95 1,830 96 5,950 98 4,700 90 11,350 93 750 93 11,790 93 9,880 95 400 100 2,350 90 3,630 91 5,500 86 340 85 69,420 91 1,210 93 7,960 88 10,580 93 5,620 94 3,320 87 7,540 90 1,810 96 150 73 580 97 5,000 94 1,260 97 190 93 640 92 6,990 89 2,060 94 9,990 93 6,300 94 2,990 97 1,230 88 5,870 93 2,610 97 2,590 84 Liberty Limestone Lipscomb Live Oak Llano Loving Lubbock Lynn McCuiloch McLennan McMullen Madison Marion Martin Mason Matagorda Maverick Medina Menard Midland Milam Mills Mitchell Montague Montgomery Moore Morris Motley Nacogdoches Navarro Newton Nolan Nueces Ochiltree Oldham Orange Palo Pinto Panola Parker Parmer Pecos Polk Potter Presidio Rains Randall Reagan Real Red River Reeves Refugio Roberts Robertson Rockwall Runnels Rusk Sabine San Augustine San Jacinto San Patricio San Saba Schleicher Scurry Shackelford Shelby Sherman TOTAL TELEVISION RADIO HOMES HOMES % HOMES % 9,600 7,870 82 8,480 88 5,900 4,540 77 5,320 90 1,100 790 72 1,040 94 2,000 1,600 80 1,920 96 1,900 1,500 79 1,810 95 200 200 100 200 100 47,800 43,680 91 44,980 94 3,100 2,740 88 2,860 92 ! 2,800 1,850 66 2,570 92 | 47,000 42,150 90 43,520 93 400 320 81 380 96 2,000 1,430 71 1,700 85 ' 2,300 1,740 75 1,990 87 1,400 1,270 90 1,280 92 1,200 740 61 1,160 96 7,700 6,200 80 6,750 88 3,400 1,680 50 3,040 89 5,000 4,000 80 4,630 93 900 410 45 700 78 21,800 19,940 91 20,230 93 7,000 5,420 77 6,390 91 1,500 1,120 74 1,490 99 3,100 2,610 84 2,850 92 5,100 4,440 87 4,750 93 8,300 6,720 81 7,260 88 4,200 3,870 92 3,940 94 3,900 3,320 85 3,470 89 800 520 65 780 97 8,400 6,360 76 7,620 91 11,000 9,020 82 9,940 90 2,800 1,950 70 2,150 77 6,000 5,390 90 5,580 93 61,500 54,180 88 . 55,600 90 3,100 2,710 87 2,940 95 500 430 87 470 93 17,600 15,990 91 15,770 90 7,100 5,940 84 6,570 93 4,800 3,830 80 4,230 88 7,400 6,520 88 6,900 93 3,000 2,600 87 2,890 96 3,400 2,830 83 3,020 89 4,000 2,880 72 3,500 88 37,100 34,190 92 35,060 95 1,400 750 54 1,230 88 900 740 82 850 94 10,800 10,340 96 8,520 79 1,100 1,030 94 1,060 97 700 340 49 640 92 4,600 3,130 68 4,140 90 5,100 4,240 83 4,480 88 3,000 2,600 87 2,600 87 400 370 93 390 96 4,700 3,720 79 4,050 86 1,800 1,510 84 1,590 89 4,600 3,950 86 4,460 97 10,900 9,140 84 9,520 87 2,100 1,350 64 1,860 89 2,200 1,460 66 1,840 84 1,700 1,010 59 1,490 88 11,700 9,710 83 9,860 84 2,100 1,640 78 2,060 98 900 720 80 850 95 5,700 4,990 87 5,320 93 1,300 1,070 82 1,160 90 6,100 4,490 74 5,500 90 800 700 88 790 98 Continued on page 57 SPONSOR/24 DECEMBER 1962 WASHINGTON WEEK What's happening in U.S. Government that affects sponsors, 24 DECEMBER 1962 / ovyrimt im agencies, stations The FCC at last week's meeting did little to dispel the industry's fears about tougher regulation to come; it revoked the license of KBOM, Bismarck, N.D., and gave WWL-TV, New Orleans, a short-term license renewal. The radio station ran into trouble for unauthorized transfer of control and "other violations" of the rules. The TV station, owned by the Catholic Church through Loyola University, was hit on programing pure and simple. If the decision had been to cancel the Loyola license, there would certainly have been another court test of FCC legal power in the field of programing. The University will be unlikely to appeal a one-year renewal, since it can come in again next year and hope for better luck It was noteworthy that there was only one vote for a full three-year renewal of license, and that by Rosel Hyde. Thus the muscle flexing was well in advance of assumption of the T. A. M. Craven seat by Kennth A. Cox. Meaning that not only Craven, but Frederick Ford and Robert E. Lee went along. The University was accused of failing to provide the local public service programs it promised in order to win the license until just before it applied for license renewal and until just after the FCC questioned its reord in this respect. FCC said the program pro- posals had been a large factor in award of the channel to Loyola over competi- tors, so that departure from these proposals was even more serious. Commission explained that since the WWL application was filed four months before the KORD case, in which the FCC issued its industry-wide warning, WWL would get just what KORD got, a short-term renewal. Even in this case, there was something to give broadcasters a measure of comfort. The American Federation of Musicians had called for WWL-TV license can- cellation on grounds of less local live music than promised. FCC threw the petition out on the grounds it had no authority over single categories of programing, only over overall diversification. Added that union only wanted employment for its members, no different from any business seeking to engage in transactions with the station. Now it is a "freeze" on FM, effective everywhere except in all or parts of 11 Western States plus Alaska, Hawaii and Guam. TV had a four-year freeze, 1948-52. AM is now under a freeze which may last for years. FM hold on applications for new stations or channel changes is until FCC de- cides on an FM table of allocations similar to TV. Commission says it hopes to lift the thing within six months, which would be incredible speed if achieved. FCC turned down NAB petition for permission to participate in the Omaha program hearings. However, the Commission will permit NAB to testify on the issues outlined for the inquiry, but only on those issues. For the rest of it, the Association was given per- mission to file its general ideas on such proceedings in a written statement with- in 30 days after the close of the Omaha proceedings. For report on last week's FCC decision to launch an inquiry into "loud" com- mercials, see SPONSOR WEEK, page 7. SPONSOR/24 DECEMBER 1962 55 'SPONSOR HEARS 24 DECEMBER 1962 / copyright im A round-up of trade talk, trends and tips for admen The report persists that Bristol-Myers will lop off a chunk of its business at Young & Rubicam, namely, the Excedrin brand. What makes this hard to believe: Y&R is credited with the basic idea of appending a strong headache remedy to the B-M field as a product mate to Bufferin, even devising the name. The business of packaging baby foods hears that P&G has ideas of diversi- fying also in that direction. There's been no inkling so far of Cincinnati doing any testing of that kind of victual. The baby food field is estimated to be thriving at well over the half billion mark. A line of thinking in tv network circles that could develop into a trend : rather than start a new show, take a click or promising program and expand it to 90 min- utes. Where such a stratagem could happen : ABC TV's Combat, which the network controls as an investor. It's still a mystery to reps why Compton singles out Friday as the day for whole- sale cancellation of a spot schedule. Reps have a suspicion that the agency's timebuying gentry want to make certain they've contributed to the right mood for the start of a rep's weekend. An interesting contrast is the comparative sources of time revenue of radio and tv stations. The FCC's latest ratio puts radio at network, 6% ; national-regional spot, 32% and local, 62%. Broadly speaking, for tv stations the billings ratio now runs to network, 25%; na- tional-regional spot, 65%; local, 10%. You've been around the business a comparatively short time if you can recall when: • There were four tv networks and you could buy a hookup on any one of them for about $6,000 and the Sullivan show for $4,995 gross. • George Moscowits, CBS' pioneer tv salesman, asserted that the medium can't miss as a sales stimulant because when somebody on the screen lights a cigarette you automati- cally reach for your own pack. • Pat Weaver issued staff memos which ran into thousands of words and which con- founded the reader with their esoteric and mystical allusions. • Young & Rubicam's tv operations could boast of 20 producers and directors. • J. Walter Thompson's John Reber put Chase & Sanborn on tv and put a top of $250 for stars. (Compare this with the $100,000 which Lucille Ball got for her clown- ing with Danny Kaye in the General Motors special.) • Many a smart Madison Avenue radio boy lost out in the tv shuffle by nurturing the illusion that he could take over when the thing actually got into the bigtime. • Youngsters just out of college put what they called a tv program idea on a slip of paper and scurried around agencies trying to peddle it. 56 SPONSOR/24 DECEMBER 1962 TEXAS/ continued from page 54 TOTAL TELEVISION RADIO TOTAL TELEVISION RADIO COUNTY HOMES HOMES % HOMES % COUNTY Sevier HOMES 2,900 HOMES 2,650 % 92 HOMES % Smith 26,900 23,370 87 23,700 88 2,730 94 Somervell 900 780 87 740 82 Summit 1,500 1,370 91 1,400 93 Starr 3,800 2,190 58 3,320 87 Tooele 4,900 4,670 95 4.500 92 Stephens 3,000 2,420 81 2,720 91 Uintah 2,900 2,360 81 2,670 92 Utah 27,900 25,740 92 26,420 95 Sterling 400 320 81 350 87 Stonewall 1,000 920 92 930 93 Wasatch 1,500 1,280 86 1,480 99 Sutton 1,100 660 60 1,000 91 Washington 2,800 2,020 72 2,610 93 Swisher 3,300 3,060 93 3,130 95 Wayne 500 450 90 470 94 Tarrant 177,100 162,950 92 164,350 93 Weber STATE TOTAL 32,800 255,400 31,000 234,330 95 31,260 95 242,210 Taylor 31,800 29,090 91 29,890 94 Terrell 800 480 60 750 94 Terry 4,900 4,320 88 4,490 92 VERMONT Throckmorton 1,000 800 80 950 95 Addison 5,200 4,650 89 4,720 91 Titus 5,500 4,380 80 5,200 95 Bennington Caledonia 7,500 6,800 6,760 6,240 90 92 7,080 94 6,410 94 Tom Green 20,000 17,780 89 19,100 96 Chittenden 20,900 19,640 94 20,170 97 Travis 62,600 55,490 89 57,910 93 Essex 1,700 1.580 93 1,590 94 Trinity 2,300 1,470 64 1,930 84 ! Tyler 3,100 2,260 73 2,480 80 Franklin 8,100 7,730 95 7,710 95 Upshur 6,000 4,920 82 5,170 86 Grand Isle Lamoille 800 3,100 780 2,880 98 93 800 100 2,970 96 Upton 1,900 1,600 84 1,780 94 Orange 4,400 3,920 89 4,150 94 Uvalde 4,800 3,540 74 4,370 91 Orleans 5,600 5,250 94 5,400 96 Val Verde 6,500 4,370 67 6,160 95 Van Zandt 6,200 4,990 80 5,660 91 Rutland 13,600 12,450 92 12,800 94 Victoria 14,000 11,330 81 13,270 95 Washington Windham 12,300 9,100 11,460 7,300 93 80 11,780 96 8,660 95 Walker 5,000 3,500 70 4,440 89 Windsor 12,800 11,360 89 12,190 95 Waller 3,100 2,400 77 2,770 89 STATE TOTAL 111,900 102,000 106,430 Ward 4,200 3,700 88 3,860 92 Washington 6,100 4,020 66 5,560 91 VIRGINIA Webb 15,500 12,560 81 13,890 90 Accomac 9,300 6.940 75 8,280 89 Wharton Wheeler 10,800 2,500 8,900 1,760 82 70 9,980 2,360 92 94 Albemarle Alleghany Amelia 18,100 8,200 1,900 14,090 7,110 1,300 78 87 68 16,130 89 7,670 94 1,670 88 Wichita 38,300 35,850 94 35,540 93 Amherst 5,300 4,250 80 4,610 87 Wilbarger 5,500 5,120 93 5,210 95 I Willacy 4,600 3,410 74 4,030 88 Appomattox 2,400 2,010 84 2,010 84 Williamson Wilson Winkler Wise 10,400 3,500 4,200 5,600 8,810 2,610 3,680 4,990 85 75 88 89 9,590 3,180 3,820 5,360 92 91 I 91 96 Arlington Augusta Bath Bedford 88,500 21,000 1,500 8,400 83,000 18,030 1,210 6,870 94 86 81 82 84,080 95 19,300 92 1,140 76 7.440 89 Wood 5,500 4,520 82 5,020 91 Bland 1,500 1,180 79 1,190 79 Yoakum Young Zapata Zavala 2,600 5,900 1,000 2,800 2,400 5,160 480 1,570 92 88 48 56 2,470 5,550 820 2,520 95 94 82 i 90 Botetourt Brunswick Buchanan Buckingham 4,600 4,200 8,200 2,600 3,980 3,090 5,930 1,830 86 74 72 70 3,960 86 3,500 83 6,830 83 2,090 80 STATE TOTAL 2,908,400 2,534,220 2,673,620 Campbell 25,600 22,420 88 23,090 90 Caroline 3,100 2,470 80 2,640 85 UTAH Carroll 8,000 6,240 78 7,170 90 Beaver 1,200 1,040 87 1,140 95 Charlotte 3,400 2,660 78 2,750 81 Box Elder 7,000 6,620 95 6,760 97 I Charles City 1,100 780 71 920 84 Cache 10,100 9,000 89 9,900 98 Carbon 5,600 4,900 88 5,070 91 Chesterfield 20,600 19,110 93 18.850 92 Daggett 300 180 61 280 93 Clarke 2,300 2,050 89 1,990 87 Craig 1,000 760 76 920 92 Davis 17,600 16,930 96 17,020 97 Culpeper 4,200 3,570 85 3,980 95 Duchesne 1,700 1,350 79 1,610 95 Cumberland 1,600 1,090 68 1,370 86 Emery 1,500 1,330 89 1,320 88 Garfield 1,000 600 60 920 92 Dickenson 4,400 3,570 81 3,740 85 Grand 2,100 1,320 63 1,940 93 Dinwiddie 15,300 12,670 83 12,440 81 Essex 1.700 1,270" 75 1,540 91 Iron 3,000 2,150 72 2,920 97 Fairfax 79,600 76,290 96 75,540 95 Juab 1,300 1,150 89 1,290 99 Fauquier 6,500 5,490 84 5.770 89 Kane 700 350 49 660 94 I Millard 2,000 1,750 88 1,830 91 Floyd 2,800 2,230 80 2.460 88 Morgan 800 630 79 790 98 Fluvanna 1,800 1,370 76 1.470 82 Franklin 6,800 5,530 81 5.980 88 Piute 400 330 83 360 91 Frederick 11,400 9.940 87 10.440 92 Rich 500 410 82 490 98 Giles 4.500 3,920 87 3,900 87 Salt Lake 115,300 108,420 94 109,420 95 San Juan 2,400 1,500 62 2,030 85 Gloucester 3,600 3,090 86 3.050 85 Sanpete 3,200 2,830 88 2,920 91 ! Goochland 2,100 1.650 79 1,860 89 SPONSOR/24 DECEMBER 1962 57 VIRGINIA/ continued TOTAL TELEVISION RADIO TOTAL TELEVISION RADIO COUNTY HOMES 4,600 HOMES 3,580 % 78 HOMES 4,140 % 1 90 i COUNTY HOMES HOMES % HOMES % Grayson Asotin 4,200 3,890 93 3,990 95 Greene 1,100 630 57 900 82 1 Benton 18,300 16,850 92 17,750 97 Greensville 4,000 3,150 79 3,450 86 | Chelan 13,500 12,020 89 13,110 97 Halifax 9,800 7,810 80 8,200 84 Clallam 9,600 8,510 89 9,100 95 Hanover 7,500 6,160 82 6,680 89 1 Clark 29,500 27,760 94 28,320 96 Henrico 104,100 93,430 90 94,630 91 § Columbia 1,500 1,210 80 1,430 95 Henry 16,300 14,220 87 14,280 88 1 Cowlitz 18,200 16,690 92 17,290 95 Highland 900 730 81 740 82 | Douglas 4,600 4,210 91 4,460 97 Isle of Wight 4,400 3,680 84 3,700 84 1 Ferry 1,100 890 81 1,040 95 James City 4,500 3,830 85 3,750 83 1 Franklin 7,400 6,800 92 7,210 97 King and Queen 1,500 1,090 73 1,180 78 1 Garfield 900 770 86 850 94 King George 2,000 1,710 86 1,710 85 I Grant 14,400 12,920 90 13,640 95 King William 2,000 1,690 85 1,700 85 | Grays Harbor 17,700 14,800 84 16,900 96 Lancaster 2,700 2,180 81 2,350 87 1 Island 6,100 5,770 95 5,830 96 Lee 6,000 4,320 72 5,130 86 I Jefferson 2,800 2,510 89 2,650 95 Loudoun Louisa Lunenburg 6,700 3,400 3,300 5,720 2,470 2,620 85 73 79 5,720 3,030 2,920 85 I 89 I 89 | King Kitsap Kittitas 322,700 26,800 6,300 295,110 25,250 5,310 91 94 84 308,180 96 25,920 97 6,160 98 Madison 2,200 1,580 72 1,900 86 ! Klickitat 4,300 3,450 80 4,000 93 Mathews Mecklenburg Middlesex Montgomery 2,200 7,800 1,900 11,500 1,780 6,070 1,530 10,030 81 78 80 87 1,960 6,820 1,650 10,270 89 1 87 I 87 1 89 1 Lewis Lincoln Mason Okanogan 13,600 3,500 5,400 7,500 11,970 3,270 5,020 6,220 88 94 93 83 13,030 96 3,390 97 5,250 97 7,280 97 Nansemond 12,100 9,890 82 10,480 87 1 Pacific 5,000 4,130 83 4,790 96 Nelson New Kent Newport News Norfolk 3,300 1,100 57,700 137,500 2,420 910 52,850 123,860 73 83 92 90 2,830 960 52,050 122,380 86 I 87 1 90 I 89 ! Pend Oreille Pierce San Juan Skagit 2,200 98,800 1,100 16,600 1,940 92,760 980 15,080 88 94 89 91 2,030 92 94,650 96 1,060 96 15,970 96 Northampton 4,900 3,780 77 4,190 86 Skamania 1,600 1,360 85 1,520 95 Northumberland Nottoway Orange Page 2,900 4,100 3,600 4,500 2,390 3,380 2,690 3,720 83 83 75 83 2,610 3,460 3,140 3,870 90 84 ! 87 ! 86 Snohomish Spokane } Stevens Thurston 56,400 92,800 5,300 18,300 52,760 85,740 4,530 17,100 94 92 86 93 53,920 96 88,900 96 5,020 95 17,590 96 Patrick 4,100 3,100 76 3,620 88 ! Wahkiakum 1,100 940 86 1,040 94 Pittsylvania Powhatan Prince Edward Prince George 28,800 1,400 3,600 12,900 24,380 1,140 2,820 11,390 85 82 78 88 25,340 1,280 3,160 11,700 88 [ 91 1 88 91 | Walla Walla Whatcom Whitman Yakima 12,800 22,700 8,800 44,100 10,740 20,280 7,860 39,370 84 89 89 89 11,990 94 21,790 96 8,670 99 41,850 95 Princess Anne 24,300 22,350 92 22,480 93 STATE TOTAL 930,700 849,720 890,650 Prince William 13,300 12,210 92 11,810 89 1 Pulaski 7,300 6,250 86 6,480 89 ! WEST VIRGINIA Rappahannock 1,300 1,010 78 1,130 87 I Barbour 4,000 3,210 80 3,560 89 Richmond 1,800 1,450 80 1,490 83 Berkeley Boone 10,100 7,000 9,150 6,120 91 87 9,560 95 6,030 86 Roanoke 48,800 44,210 91 44,900 92 Braxton 3,800 2,650 70 3,180 84 Rockbridge 8,100 6,600 81 7,010 87 ! Brooke 8,200 7,790 95 7,940 97 Rockingham 14,800 12,270 83 13,660 92 ! Russell 6,400 4,930 77 5,500 86 I Cabell 33,000 30,410 92 30,100 91 Scott 6,600 4,770 72 5,740 87 Calhoun | Clay 2,100 2,800 1,600 2,140 76 76 1,800 86 2,510 90 Shenandoah 6,500 5,670 87 5,900 91 I Doddridge 2,000 1,580 79 1,790 90 Smyth 7,800 6,610 85 6,910 89 Fayette 15,300 13,430 88 13,600 89 Southampton 6,700 5,240 78 5,590 84 Spotsylvania 7,900 6,710 85 7,180 91 i Gilmer 2,100 1,750 83 1,830 87 Stafford 4,800 4,170 87 4,090 85 Grant | Greenbrier 2,200 9,300 1,630 7,890 74 85 2,020 92 8,180 88 Surry 1,600 1,250 78 1,350 84 i Hampshire 3,300 2,400 73 2,930 89 Sussex 2,900 2,050 71 2,350 81 Hancock 11,600 8,910 77 11,020 95 Tazewell 11,300 9,690 86 9,980 88 ! Warren 4,300 3,470 81 3,970 92 i Hardy 2,500 1,750 70 2,350 94 Washington 15,000 12,790 85 13,490 90 | Harrison i Jackson 23,100 5,400 21,320 4,850 92 90 21,780 94 4,920 91 Westmoreland 3,000 2,230 74 2,500 83 | Jefferson 5,300 4,670 88 4,750 90 Wise 11,800 9,210 78 10,450 89 1 Kanawha 73,800 67,650 92 68,630 93 Wythe 5,800 4,490 77 5,360 92 York 6,300 5,570 88 5,470 87 | Lewis 5,200 4,340 83 4,840 93 STATE TOTAL 1,118,400 972,920 1,004,440 | Lincoln Logan 4,900 14,100 4,110 12,460 84 88 4,200 86 11,900 84 WASHINGTON | McDowell 15,900 13,770 87 13,050 82 Adams 3,200 2,950 92 3,080 96 Marion 19,200 17,140 89 17,820 93 58 SPONSOR/21 DECEMBER 1962 TOTAL TELEVISION RADIO TOTAL TELEVISION RADIO COUNTY HOMES 10,800 HOMES 9,980 % 92 HOMES 10,110 % i 94 COUNTY HOMES HOMES % HOMES % Marshall Langlade 5,600 5,090 91 5,470 98 Mason 6,600 6,040 91 5,700 86 Lincoln 6,600 6,170 93 6,360 96 Mercer 18,700 16,770 90 17,090 91 Mineral 6,400 5,270 82 5,890 92 Manitowoc 22,100 21,240 96 21,660 98 Mingo 9,200 7,500 82 8,260 90 Marathon Marinette 25,100 10,100 23,810 9,650 95 96 24,470 98 9,670 96 Monongalia 15,600 13,220 85 14,600 94 Marquette 2,700 2,280 84 2,590 96 Monroe 3,000 2,270 76 2,580 86 Milwaukee 326,800 308,860 95 318,300 97 Morgan Nicholas 2,500 6,500 2,070 5,380 83 83 2,350 5,620 94 86 Monroe 8,300 7,480 90 8,030 97 Ohio 21,500 20,160 94 20,470 95 Oconto 7,000 6,420 92 6,540 93 Oneida 6,600 5,810 88 6,290 95 Pendleton 2,000 1,490 75 1,880 94 Outagamie 28,500 27,530 97 27,990 98 Pleasants 2,100 1,820 87 1,860 88 1 Ozaukee 11,400 10,770 94 11,170 98 Pocahontas Preston Putnam 2,800 7,000 6,500 1,910 5,640 5,870 68 81 90 2,550 6,300 5,750 91 90 89 Pepin Pierce Polk 2,000 6,400 7,500 1,760 5,910 6,990 88 92 93 1,890 95 6,180 97 7,090 95 Raleigh 19,900 17,450 88 18,510 93 Portage 10,300 9,560 93 9,910 96 Randolph 6,900 5,510 80 6,510 94 Price 4,300 3,560 83 4,100 95 Ritchie Roane Summers 3,200 4,100 4,000 2,390 3,220 3,050 75 79 76 2,660 3,480 3,690 83 I 85 92 Racine Richland Rock 43,200 5,000 35,400 41,460 4,390 33,450 96 88 94 41,770 97 4,900 98 34,200 97 Taylor 4,200 3,420 82 3,920 93 Rusk 4,100 3,560 87 3,890 95 Tucker 2,000 1,540 77 1,880 94 I St. Croix 8,400 7,940 94 8,120 97 Tyler 3,000 2,440 81 2,730 91 Sauk 10,500 9,420 90 10,100 96 Upshur 5,000 4,090 82 4,670 93 Sawyer 2,800 2,330 83 2,670 96 Wayne 10,500 9,160 87 9,090 87 ] Shawano 9,600 8,870 92 9,020 94 Webster Wetzel 3,200 5,700 2,340 5,010 73 88 2,740 5,170 86 91 i Sheboygan Taylor 26,600 4,800 25,320 4,240 95 88 26,150 98 4,560 95 Wirt 1,300 1,040 80 1,190 92 Trempealeau 6,800 5,860 86 6,540 96 Wood 24,300 21,420 88 22,990 95 ! Vernon 7,400 6,540 88 7,220 98 Wyoming 8,200 6,930 85 7,110 87 | 1 Vilas 3,000 2,620 87 2,800 93 STATE TOTAL 512,900 447,120 467,640 Walworth Washburn 16,100 3,200 15,020 2,890 93 90 15,540 97 3,060 96 WISCONSIN Adams Ashland Barron Bayfield Brown 2,400 5,000 10,000 3,500 35,300 2,030 4,550 8,850 3,180 33,980 84 91 89 91 96 2,230 4,820 9,610 3,400 34,350 93 ! 96 : 96 97 1 97 Washington Waukesha Waupaca Waushara Winnebago 13,500 47,100 10,600 4,300 32,500 12,840 45,020 9,960 3,820 31,110 95 96 94 89 96 13,260 98 46,250 98 10,290 97 4,040 94 31,620 97 Buffalo Burnett 4,100 2,800 3,670 2,420 89 86 3,900 2,680 95 96 Wood STATE TOTAL 16,900 1,184,700 15,900 1,106,590 94 16,460 97 1,149,930 Calumet 6,200 5,790 93 5,950 96 Chippewa 12,100 11,280 93 11,700 97 WYOMING Clark 8,700 7,530 87 8,330 96 Albany Big Horn 6,400 3,300 4,970 2,590 78 79 6,160 96 3,120 95 Columbia 11,100 10,150 91 10,870 98 Campbell 1,900 1,400 74 1,820 96 Crawford 4,400 3,960 90 4,230 96 Carbon 4,600 3,610 78 4,370 95 Dane 67,200 61,210 91 65,650 98 Converse 2,000 1,620 81 1,950 97 Dodge Door 18,300 6,100 16,820 5,760 92 94 17,930 6,010 98 99 Crook Fremont 1,400 7,500 960 6,470 69 86 1.340 96 7,110 95 Douglas 13,600 12,770 94 13,150 97 Goshen 3,600 3,170 88 3.500 97 Dunn 7,300 6,560 90 6,880 94 Hot Springs 2,100 1,610 77 2,030 97 Eau Claire 17,400 16,110 93 16,860 97 Johnson 1,700 1,280 75 1,620 96 Florence 1,000 900 90 1,000 100 Fond du Lac 21,600 20,080 93 20,930 97 Laramie Lincoln 19,100 2,500 17,520 1,900 92 76 18,240 96 2,220 89 Forest 2,100 1,710 81 1,880 90 Natrona 16,600 14,870 90 15,750 95 Grant 12,600 11,020 87 12,160 97 Niobrara 1,200 960 80 1,120 93 Green 7,900 7,210 91 7,720 98 Park 5,100 3,970 78 4,930 97 Green Lake Iowa 4,900 5,400 4,420 4,780 90 88 4,780 5,170 98 96 Platte Sheridan 2,300 6,000 1.710 4,460 74 74 2,190 95 5,900 98 Iron 2,500 2,320 93 2,470 99 Sublette 1,200 860 72 1,110 93 Jackson 4,400 3,870 88 4,310 98 Sweetwater 5,300 4,320 81 5.040 95 Jefferson 15,500 14.560 94 15,140 98 Teton 1,000 790 79 900 90 Juneau Kenosha 5,200 31,400 4,310 29,770 83 95 4,790 30,080 92 96 Uinta Washakie 2,000 2,600 1,650 2,200 82 85 1,920 96 2,480 95 Kewaunee 5,100 4,800 94 4,890 96 Weston 2.400 1.790 75 2,310 96 La Crosse 21,500 20,270 94 21,010 98 Yellowstone National Park 100 50 53 100 100 Lafayette 5,000 4,500 90 4,880 98 STATE TOTAL 101,900 84,730 97,230 SPONSOR/24 December 1962 59 'SPONSOR-WEEK Continued E^lT"lr . 1 He ■/ BBWSs™ ■ ( ~"~~ c r : : f r C •^f?J 4 B C ~ WNBM TV* p wmm r A — g Michigan 'westerner' brings bit of Orient to Saginaw Kenny Roberts, western personality on WNEM-TV, Saginaw, gave these children an opportunity to see a real camel by having this dromedary named "Christmas" and his manager "Shorty" as his guests Launching Xmas in Ohio Miss America of 1963, Miss Jacquelyn Mayer, returned to her home state to launch the sea- son, with honorary 'uncle' Joe Mayer, KYW star Honors 3M, MBS, for confab Samuel Levy, Jamaica Tousist Industry dir., gives scrolls to Walter Myers (I), National Ad- vertising v.p., Robert F. Hurleigh, MBS pres. Sarnoff and Kintner fete newest recruits to NBC Twenty-Five Year Club Seated (l-r): Martha Carlson, chmn. Robert Sarnoff, pres. Robert Kintner, Ruth Preston, Caroline Wynkoop; standing, front: Harold Hartwell, Thomas Gannon, Henry Brockman, Paul Todd, Trygve Danielsen, Melvin Lewis, Gene Hamilton, Louis Newman; back: Samuel Monroe, Arnold Ewert, Roland Jordan, Arthur Oppenheimer, Harry Grelck, Walter Mullaney, Ra'dcliffe Hall, Albert McClellan 60 Advertisers Alberto-Culver, which has been growing by leaps and bounds, is expanding its operation even fur- ther. Two subsidiary companies have been established: Capitol Packag- ing Co., Melrose Park, a private label aerosol filling company, was acquired late this year and Culver Chemical Co. was started by A-C in August to supply manufacturers of cosmetics, industrial germicides, textile processors, and household products. Acquisition: B. T. Babbitt has tak- en over Quickee Products of Yonk- ers, N. Y., makers of waterless hand cleaners. Agencies Campbell-Mithun picked up an- other $2 million with the switch of Allis-Chalmers from Bert S. Gittins in Milwaukee. The account will probably con- tinue its present media tactic, which involves heavy participation in rural spot radio. Agency appointments: Analab In- strument Corp. subsidiary of Jer- rold, to Irvin Gould Advertising . . . Blum's Candies, San Francisco, and Seattle Trust & Savings Bank to Guild, Bascom & Bonfigli . . . The broadcast portion of the Dime Savings Bank of Brooklyn to Hicks & Greist, from Pearson Advertising Agency . . . Fibers division of Cela- nese Corp. of America ($150,000) to Ellington & Co. of Los Angeles. All other Celanese divisions are handled by the agency's New York office . . . Dextra Corp. to North Advertising for test market adver- tising in the midwest . . . Jays Foods to Lilienfeld, Chicago; me- dia plans continue to include out- door, tv, newspapers, and radio . . . Bantam Books to Gourfain, Loeff & Adler; radio and tv will be used . . . R. A. Watt Construc- tion Co. of Long Beach, Cal., to Max W. Becker . . . Allis-Chalmers ($2 million) to Campbell-Mithun, from Bert S. Gittins. The account uses heavy rural spot radio . . . American Home Products to Ted SPONSOR/24 December 1962 Bates for its Jiffy Pop Corn ($500, 000), from Norman, Craig 8c Kum- mel . . . Marathon Oil ($3 million) to Campbell-Ewald, from Aver. Top brass: Carson Magill to senioi vice president of McCann-Erickson, San Francisco, from the Honolulu office. New v.p.s: E. J. Ade, director of public relations, George F. Wyland, creative director for tv, John J. Griffin, art director and group su- pervisor, and Richard Terry, mar- keting director, at Fuller & Smith & Ross . . . Walter L. Thompson HI, and Donald J. Day at the Pitts- burgh office of Fuller & Smith & Ross . . . William A. Foster, ac- count supervisor, and Henry C. Hart, Jr., director of radio and tv and account executive at Noyes v Co., Providence. PEOPLE ON THE MOVE: Muriel Hill to creative director on the Maradel Products account at Mo- gul Williams & Saylor, from Daniel & Charles . . . George Hill to su- pervisor of the tv-radio-film depart- ment of Meldrum and Fewsmith . . . Jack Buker, former executive vice president and manager of the San Francisco and Portland offices of Botsford, Constantine & Gard- ner, to account supervisor in the San Francisco office of Fletcher Richards, Calkins & Holden . . . Lawrence M. Lenski to director of research for Buchen Advertising . . . Harold L. McVeigh to account executive and Kenneth E. Krom to art director of Needham, Louis &: Brorby . . . John Carl Larkin to assistant account executive at FfcS&R, Ft. Worth . . . Neika Brew- er to associate media director and Doris Huddleston to manager of media accounting and statistics at Noble-Dury . . . Charles Carolus to account executive at Harwood Advertising, Tucson. Radio Stations Charles Michelson, who several weeks back re-released "The Shadow" into radio syndication, is also reactivating other top drawer radio thrillers. Station furnishes its 26th Christmas Doll House WRC-TV's Inga Rundvold, Joseph Goodfellow, WRC (AM-FM & TV), gen. mgr, and Al Ross, from the radio station, help gather toys and dollars for needy Washington children, the 26th such project CBS TV Affiliates Board leaders— old and new Tom Chauncey (I), K00L-TV, Phoenix, retiring board chmn., congratulates newly-elected T. B. Baker. Jr. (c), WLAC-TV, Nashville, and Thomas S. Murphy, Capital Cities, chmn. and sec'y respectively Golden Gate city extends hearty welcome Almost 300 agency and advertising people were on hand to welcome Don Curran as new gen. mgr. of KG0, San Francisco. Shown here enjoying the affair are (l-r): Art Wechsler. Guild, Bascom & Bonfigli account executive and his wife; Hilary Grindlay, KGO's "Girl in the Tower": Curran; and Fran Lindh, Garfield, Hoffman & Connor time buyer. Station threw the party at Hotel Canterbury SPONSOR/24 DECEMBER 1962 61 Included are "Famous Jury Trials" and "The Adventures of Sherlock Holmes." The series are being offered to slat ions in the top 50 markets and sales have already been made to WGN, Chicago; KMOX, St. Louis; WISX and WTMJ, Milwaukee; and WJAR, Providence. RCA Recorded Program Services is stepping up its service to radio broadcasters with the addition to its staff of A. Drexell Hines. Hines is an industry veteran, hav- ing served as assistant to the vice president of Ziv-UA since 1957. Previously he was director, execu- tive producer and assistant national program director for ABC, pro- ducer, director and writer for the radio recording division of Na- tional Broadcasting System, and di- rector for World Broadcasting. His chief responsibilities as A&R director for RCA Custom will be in the creation and development of new radio features and promotions. Ideas at work: • WMCA, New York, has gone in the opposite direction from most broadcast advertising. Instead of featuring new personalities or other station changes, the station's new series of ads focuses on the listener. The "funny-face" campaign con- trasts the cheery beaming "WMCA listener" with a sour-faced "other station" listener. Newspapers, tran- sit displays and billboards are be- ing used. • WWRL, New York, and "The New York Amsterdam News" have joined hands again this year for the Second Annual "House that Jack Built Christmas Fund Drive for the Needy." The joint city-wide drive is to raise money, food, clothing and toys for needy families in the metropolitan area. • WZYX, Cowan-Winchester, has installed a remote broadcast studio at Franklin County High School in Winchester, the County seat. Two 1 5-minute programs are broad- cast each week from the studios, prepared and announced by the students. Students have also been given permission to sell time in the programs, with all advertising rev- enue going into a scholarship as- sistant fund. PEOPLE ON THE MOVE: Roger Clark to program director of WGH, Norfolk-Newport News . . . Roger R. Hull to sales manager of WWOK, Charlotte . . . Phil Bres- toff, general sales manager since 1959, to account executive at KABC, Los Angeles, succeeding Howard Wheeler . . . Jack Gainey to account executive at KMEX, Los Angeles . . . Jay P. Barrington to manager of WDAF (AM & FM), Kansas City . . . Pete Hunter to ac- count executive at KNBR, San Francisco, from CFAC, Calgary . . . Robert Fenton to account execu- tive at KHJ, Los Angeles . . . Tom Mulvey to local sales manager of KHOW, Denver . . . John M. Walker to the sales staff of WIND, Chicago . . . John J. McPartlin to account executive at WBBM, Chi- cago . . . Donald Laufer, general manager of WMMW, Meriden- Wallingford, was elected vice president of the company . . . Ruth Ann Meyer to program director for WMCA, New York, replacing Ruth H. Musser, recently appointed vice president for administration. Reps Katz has released the updated ver- sion of its "Spot Television Adver- tising Cost Summary." Some new features: prime 20 rates are listed on a basis of three- per-week and six-per-week, in addi- tion to the one-time rate. Rates for "transition" 60s are also listed on the basis of six and 12 per week. Rep appointments: WJDY, Salis- bury, to Paul S. O'Brien Co., Phila- delphia, for Philadelphia sales . . . KNGL, Paradise, Cal., to Gates/ Hall and Weed . . . WKPA, New Kensington, WTIG, Massillon, and WHLL, Wheeling, to Penn State Reps . . . WTOK-TV, Meridian, Miss., to The Meeker Co. PEOPLE ON THE MOVE: Rob- ert J. Syers to Peters, Griffin, Woodward as a radio account ex- ecutive, from Adam Young . . . William B. Rohn, director of mar- keting of Edward Petry, to vice president. William J. Murray and Cornelius Pugh, Jr., to the New York tv sales staff . . . John B. Francis, formerly of CBS, and John C. Flynn, formerly of Ted Bates, to the New York tv sales staff of Ad- vertising Time Sales. Film A breakdown of scheduling and sponsorship patterns on Seven Arts series of 13 one-hour tv concert specials reveals these interesting points: • Seven of the 31 stations which bought the series are programing it as monthly specials. • Nine banks have signed for the series, the most recent being The Sequoia Savings &: Loan Assn. of Fresno on KMJ-TV. PEOPLE ON THE MOVE: John Hoffman to associate production co- ordinator of Videotape Productions of New York . . . Joseph W. (Wally) McGough to midwest division ac- count executive for Seven Arts . . . Rudy Behlmer to sales manager, producer and director of Don Fed- derson Commercial Productions . . . Jeff Kamen to production coordi- nator and Lee Lawrence to research and development head of Dave Garroway's tv-radio production company . . . Milton Westerman to account executive at ITC. Public Service DuPont and its agency BBDO teamed up for one of the more unique public service ventures sparked by the New York news- paper strike. As an aid to both department stores and Christmas shoppers, Du Pont bought a half-hour on WPIX every week night (9:30-10 p.m.) last week and turned it over to the ma- jor metropolitan stores on a rotat- ing basis to advertiser their wares. The video-taped shows were re- run the following afternoons for the benefit of daytime viewers. Public service in action: • WNAC tv and radio enter- tained and gifted over 200 Boston youngsters at a gay Christmas Party last week in the Somerset Hotel. The party was run in cooperation with the Christmas Clearing Bu- reau of Boston, a Red Feather serv- ice. • Over 400 students entered a "Why Stay in School?" program feature on KDAY, L. A. " #• 62 SPONSOR/24 DECEMBER 1962 TV YEAR-END (Continued from page 25) vision and Radio Center at the helm, continued to grow. NET now reaches some 20 million vhl homes via its 67 affiliated stations. The passing year also revealed some lighter and far less ponderous moments as, for example, when it was suggested that a new skirt be placed on the Emmy award statu- ette. Perhaps the brightest crack of the year came from tv's severest critic, FCC Chairman Minow who, on being chosen "newsmaker of the year" in the entertainment field, observed, "Well that's show busi- ness. Oops, I mean show bi/." ^ WASHINGTON FRONT (Continued from page 31) orders. Major ad associations op- posed bitterly — and successfully. The proposal never got off the ground in Congress. FCC did much better in the courts, asked little of Congress and got the little it asked. However, it had to take from Congress a few things it didn't want. The House passed a resolution calling on the FCC to delay its plan to permit second nighttime stations on half the clear channels, and asking the Commission to consider super- power. FCC delayed "duplication'' until mid-1963, made it clear that without passage of a bill by both chambers of Congress it would de- lay no longer, refused to consider super-power at this time. Victories for Uhf, fm. The Com- mission continued throughout the year all-out effort to encourage uhf tv. Finally, it pushed through Congress a bill to require that all tv sets sold in interstate commerce be able to receive all channels. Also concluded by the FCC was the New York City uhf experiment, and an engineering report that within 25 miles and with outside antenna, a uhf picture is virtually as good as vhf. FCC also took radical steps to hold down the number of am sta- tions and to multiply the number of fm, both highly controversial moves. The Commission slapped an almost-complete freeze on grants for new am stations, pend- ing a study of what should be done to hold the number down to where they can be profitable. Chicago hearings rhubarb, fails in the year, the FCC shocked the broadcasting industry with an- nouncement of local hearings in Chicago on programing of local tv stations, licenses for which were due for renewal. Rut the Cornmis sion disavowed any purpose Other than to permit people to sound oil, said licenses wouldn't be affected. However, the statement was con- tradictory in that it also spoke of improvement of local programing. The NAR, led by president Le- Roy Collins, threatened legal ac- tion to head oil .m\ more such hearings. Late in the year, simi lar hearings were set loi Omaha beginning 28 [anuary. Legal ac lion was noi taken. N \l'» soughl merely to participate in order to protest such hearings. Private satellite voted. Ii was a yeai ol debate and an a< t ual siai i on international live television via satellite. The business ol the Sen ate was brought to a standstill b\ the controversy over governmeni vs. private ownership ol such an international communications sys YOU'RE ONLY HALF-COVERED IN NEBRASKA IF YOU DON'T USE KOLN-TV/KGIN-TV! AVERAGE HOMES MONDAY THROUGH SUNDAY March, 1962 ARB 10:00 P.M. KOtN-TV/KGIN-TV 69,200 Omaha "A" 59,1 00 Omaha "B" 52,700 Omaha "C" 42,200 RADIO KZ0 KALAMAZ00BATTLE CREEK WJEF GRAND RAPIDS WJEFFM GRAND RAPIDSKALAMA/OO WWTV-FM CADILLAC TELEVISION WMO-TV GRAND RAPIDS KALAMAZOO WWTV/ CADILLAC-TRAVERSE CITY /WWUPTV SAULT STE MARIE . . . covering a bigger, better Lincoln -Land The big story in Nebraska these days is on the state's other big market, now rated among the top in the United States. Lincoln-Land is now the 76th largest market in the nation, based on the average number of homes per quarter hour delivered by all station.-, in the market. And the Lincoln-Land coverage you get with K.OLN-TY k(.IVT\ (206.000 homes) i> a must for anj sales program direeted to the major markets. Avery-Knodel will give yon all the facts on klti.Vn k(,l\-T\ Official Basic CBS Outlet lor most of Nebraska and Northern Kansas. •ARB Rank,,,, K0LNTV KGINTV CHANNEL 10 • 316.000 WATTS 1000 FT. TOWEI CHANNEL 11 • 316,000 WATTS 1069 FT. TOWER COVERS LINCOLN-LAND— NEBRASKA S OTHER BIG MARKET Avtry-Knod*!, Inc., Exclusive Notional Rtpr*l»nfoliv« SPONSOR/24 DECEMBER 1962 63 'SPONSOR President and Publisher Norman R. Glenn Executive Vice President Bernard Piatt Secretary-Treasurer Elaine Couper Glenn EDITORIAL DEPARTMENT Editor John E. McMillin News Editor Ben Bodec Managing Editor Mary Lou Ponsell Senior Editor Jo Ranson Chicago Manager Gwen Smart Assistant News Editoi Heyward Ehrlich Associate Editors Mrs. Ruth S. Frank Jane Pollak William J. McCuttie Barbara Love Art Editor Maury Kurtz Production Editor Mrs. Lenore Roland Editorial Research Cathy Spencer Special Projects Editoi David Wisely ADVERTISING General Sales Manager Willard L. Dougherty Southern Sales Manager Herbert M. Martin, Jr. Western Manager John E. Pearson Northeast Sales Managei Edward J. Connor Production Manager Mrs. Rena Shindelman CIRCULATION Manager Jack Rayman John J. Kelly Mrs. Lydia Martinez Anna Arencibla Mrs. Lillian Berkof ADMINISTRATIVE Business Manager C. H. Barrie Assistant to the Publisher Charles L Nash Accounting Mrs. Syd Guttman Reader Service Mara Rubulis General Services George Becker Madeline Camarda Michael Crocco Mrs. Rose Alexander Dorothy Van Leuver H. Ame Babcock Staff tern, with private ownership win- ning easily after a filibuster was out of the way. FCC won important case in the courts, after it refused an fm sta- tion to an unopposed applicant on the grounds that the applicant had made no effort to ascertain local community programing needs. The court precedent is of the landmark variety, backing FCC power in this direction, and likely broadening FCC legal power over programing generally. FCC also won a court test of its right to authorize pay tv. Delayed action. During the year, Justice Department hit the CBS affiliates compensation plan, but before it could be tried in the courts the FCC had knocked it out as a violation of Commission rules. An amended CBS compensation plan was then "tentatively" voted as still in violation of FCC rules by a 4-0 vote. Final action has still to be taken. ^ RADIO TO REMEMBER '62 (Continued from page 27) ning for a successor finally selected Edmund C. Bunker, former CBS executive, to succeed Sweeney this March. Census confusion. It was RAB which spoke for the surprised radio industry when the organization challenged the 1960 U. S. Census Bureau reports showing a decrease in radio penetration. The first fig- ures, announced early this year, showed 91.3% of all homes with radios in working order, down from 95.7% reported by the 1950 census. However, upon recheck the Census Bureau found that only 89.9% of homes had radios in good order. Research in radio. Three re- search stories played an important part in radio this year, with the ABC Radio break with Nielsen creating some controversy. ABC's Pauley announced his network would not buy the Nielsen Radio Index which began in July. He cited discrepancies between NRI and the Nielsen Station Index, later appointed Sindlinger firm to con- duct studies for ABC Radio. CBS Radio Spot Sales released in October data showing weekend radio stronger with the male au- dience than most weekday drive times. The rep firm invited other representatives for complete brief- ing on the study in a unique co- operative venture. Earlier in the year, WMCA, New York, had shared data it turned up on the ra- dio audience which indicated sta- tions should relate to listener in understanding, empathetic manner and provide him tools for coping with contemporary society. WMCA also took a major step in broadcast editorializing through its efforts to achieve reapportion- ment of the New York State Legis- lature. Not only did the station editorialize on the air for its posi- tion, but brought suit for reappor- tionment which later went to the Supreme Court. Ten commercial radio stations proved their facility to help in na- tional emergency when they quick- ly complied with an FCC request to beam Spanish-language broadcasts from Voice of America to Latin America during the Cuban crisis. Net profit drops. Money matters gave radio a headache at year's end when FCC released 1961 financial report in December. Radio's net profit before taxes decreased 35.9% to $29.4 million, compared with $42.9 million in 1960, the lowest profit figure since 1939. And more radio stations reported losses for 1961 than in any year since the FCC has compiled financial data, some 40% of all stations. Radio's total revenues in 1961 hit $590.7 million, 1.2% below 1960's $597.7 million. At the same time, expenses rose 1.7% from $551.8 million in 1960 to $561.3 million in 1961. But the radio networks took a brighter picture in 1961. The four radio networks and their 19 o&o stations showed a profit of $206,000 as a group in 1961. Income from radio time sales hit $617.2 million, the FCC reports, slightly below $622.5 million in 1960, a 10-year high. Radio stations picked up $35.8 million from network sales in 1961, $197.4 million from national spot, and $384 million from local spot. Local spot accounted for 62% of all revenues, while national spot ac- counted for 32% and network, 6% * 64 SPONSOR/24 -DECEMBER 1962 p HOW DO YOU MEASURE A BROADCASTING STATION? There are some things which competent audience survey organizations fail to measure. Like a little girl in a bonnet ... an enchanted little girl who sees her image on a television monitor ... or a queue, three persons abreast and one-third of a mile long, waiting an hour to gain admittance to an open house at our studios. Don't get us wrong. WTIC-TV is the outstanding leader in ARB and Nielsen surveys of our area . . . and Alfred M. Politz has clearly proved that WTIC Radio is without peer in the southern New England area . . . and we value each of these services. But a little girl in a bonnet reaffirms the sense of responsibility we always have exercised as broadcasters ... by reminding us of the awesome trust which our viewers and listeners repose in our station. WTIC (J) TV3/ AM/FM Broadcast House, 3 Constitution Plaza, Hartford 15, Connecticut WTIC-TV is represented by Harrington,Righter& Parsons, Inc. WTIC AM-FM is represented by the Henry I. C h r i s t a 1 Company 20% of the food distributed through Houston warehouses is consumed by families in Beaumont/Port Arthur/ Orange. If your spot television budget is based on wholesale distribution figures in Houston, you're missing one-fifth of the consumers. If you put your television dollars on any other station in the Beaumont/Port Arthur/ Orange market, you're missing 43% of the :-\ viewers. Peters Griffin Woodward CBS KFBM -TV CHANNEL 6 SPONSOR £f,C£J 1963 THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE : ' 1 1 1963 I 31 DECEMBER 1962-f(&>C4WtfvXL$ei3l^.r TV COLOR REVIEW and PREVIEW ISSUE Its twice as thrilling' in COLOR See the Rose Howl and Sugar Howl Classics on RCA Victor "Living Color" T\ And you're twice as smart to choose new RCa\tCTOR "MARK 8" COLOR TV «fe. Tgj) The Most Trusted Name in Television NEWS Everyday, nearly three million* people turn to these men. Their voices and their names are familiar. They report the news for WOR RADIO. ■ Only WOR broadcasts fifteen minutes of news every hour on the hour throughout the day. Only WOR moves so efficiently to cover all the news everywhere it happens — by helicopter, by mobile unit, by newswire. ■ WOR brings the news to a larger audience than any other station in America, greater by half a million than the daily circulation of the nation's most widely read newspaper. ■ When you want to know what's happening anywhere, anytime, turn to these men. They report the news for 'Pulse, February 1962 WOR RADIO 710 Newspaper Guild of New York Page One News Award 1962 TITl \)o./ WRC-TV. . .Washington's #1 night spot. The latest available market report tells the story! From 5 p.m.— when Mickey Mouse Club doubles the rating of its nearest competitor— WRC-TV is first in total homes in all major areas of programming all evening long (5 p.m.-l a.m.. Monday through Sunday average*). Local, syndicated, network . . .WRC-TV rates #1 in reach- ing and holding homes in the Washington area. Identify your product with the big #1 in the nation's #10 market. WRC-TVH IN WASHINGTON K^ REPRESENTED BY NBC SPOT SALES *ARB, November 1962 SPONSOR/31 DECEMBER 1962 New Year's Resolution SAVE FILM! Resist temptation! Do not send us a separate film print for each of our three KELO-LAND signals. And by no means be like cerain overly helpful advertisers who send us a whole flock of prints, figuring how else can KELO-LAND TV cover all its 103 counties. This how else. Your one commercial film or live messages, placed on KELO-tv SIOUX FALLS spreads out automatically through KDLO-tv and KPLO-tv (our elec- tronically connected stations) to blanket all KELO-LAND— 276,500 tv homes, more than 1,148,100 peo- ple, all 103 counties. Now aren't you glad you've taken the pledge? CBS-TV's 33RD HIGHEST RANKING AFFILI- ATE in terms of actual delivered audience (ARB March '62, 6:30 p.m.-10 p.m. Sun. thru Sat. Av. Quarter-Hour.) CBS • ABC ^__ - m a& K?0^ KELO-tv SIOUX FALLS; and interconnected KDLO-tv and KPLO-tv JOE FLOYD, Pres. Evans Nord, Executive Vice Pres. & Gen. Mgr. Larry Bentson, Vice-Presd. Represented nationally by H-R In Minneapolis by Wayne Evans 'SPONSOR 31 DECEMBER 1962 Vol. 16 No. 53 SPONSOR-WEEK / News P. 7 Top of the News p. 7, 8 / Advertisers p. 60 / Agencies p. 60 / Station Transactions p. 62 / Tv Stations p. 62 / Radio Stations p. 63 / Networks p. 64 / Representatives p. 64 / Film p. 64 / Public Service p. 65 / Equipment p. 65 SPONSOR-SCOPE / Behind the news P. 19 KEY STORIES COLOR TV IN '63: A REALISTIC APPRAISAL OF A SOLID BOOM / With special reports on color tv sets, network color, local color, color commercials, station facilities. p «^ COLOR TV SET SALES REACH MILLION MARK / Color begins to catch fire with consumers, who will buy an estimated 700,000 color tv sets in 1963. p ^e NETWORK COLOR PROGRAMING EXPANDS For the first time, all three networks are running color shows in '63. Special report on what this means to color future. p 31 LOCAL COLOR SHOWS AID SPOT CLIENTS / Color is busting out all over in local tv programing. Creativity helped by color movies, cartoons, syndicated fare. p 07 WHAT'S NEW IN COLOR COMMERCIALS? / Advertisers like the qual- ity and prestige of color commercials: fast growth expected on heels of new impact studies. p_ 43 TV STATIONS STEP UP COLOR FACILITIES / More and more sta- tions are equipping for color, an important plus in any color growth. Here is the facilities tally. p, 52 TECHNICAL ADVANCES SPUR COLOR ON ' Color tv progresses in a path of technical advances, says RCA's Charles H. Colledge, who re- views improvements and explains new "M" channel concepts. p_ 59 TIMEBUYER'S CORNER / Inside th ne agencies P. 12 WASHINGTON WEEK / FCC, FTC mid Congress P. 21 SPONSOR HEARS / Trade trends and talk P. 22 DEPARTMENTS Radio tv newsmakers p. 63 ,!!» SPONSOR (R) Combined with TV ®. U.S. Radio ®. U.S.FM (ft) Executive, Editorial. Circulation. Advertising Offices: 555 Fifth Ave.. New York 17. 212 MtTrray Hill 7-S080. Midwest Office: C12 N Michigan Ave., Chicago 11, 312-884-1166. Southern Office: 3617 Eighth Ave. So.. Birmingham 5. 205-322-6528. Western Office: 601 California Ave., San Francisco 8. 415 TU 1-8913. Loa Angeles •"phone 213-464-8089. Printing Office: 311 Elm Ave., Baltimore 11, Mil. Subscriptions: U S. $8 » year. Canada $9 a year. Other countries $11 a year. Single copies 40c. Printed U.S.A. Published weekly. Second class postage paid at Baltimore. Md. © 1962 SPONSOR Publications Inc SPONSOR /3 r DECEM B1£R 1 962 T.f. spot editor Sponsored by one of the leading film producers in television New JELL-0 . . . tastes like fruit . . . fresh-picked fruit. To a wonderful jingle, Btop-motion introduces the new Jell-O package in orange crates and strawberry boxes; and luscious f< x » ! photograph} completes the sell. Produced bj SARRA for GENERAL FOODS CORPORATION through Vol \(, & Kl BICAM, INC. ^/)/?#r-T- New York: 200 East ">Oili Street Chicago: 10 East Ontario Street AMERICAN FINAL FILTER, available only at American Oil dealers, is the theme of thi- 60-second commercial. Good musical background, squeeze and location photograph) make for a pleasant, hard hitting commercial which sells final filtering at the time the lank is filled. Produced by SARRA for THE AMERICAN OIL COM PA NY through D'ARCY ADVER- TISING COMPANY. New York: 200 East 56lh Street Chicago: 16 East Ontario Strict LADY SUNBEAM ELECTRIC SHAVER, the shaver with the light, is sold in this com- mercial h\ glamorous product photograpln and li\c action demonstration. I nderscored, is the stor\ that if a light i~ needed for the application of cosmetics, it is also Deeded in the use "I .t cosmetic instrument. One of a continuing series. Produced b) SARRA for SUNBEAM CORPORATION through PERRINS ^SSOCl VT1 S ^/>7?r?/*-r^ New York: 200 EaM 56th Street Chicago: 10 East Ontario Street Natural human interest anil product-in-use photograph) help sell pain relieving, infection preventing and healing \l EDI-Ql I K spra) and cream in thi- 60-second commercial. The film is planned so that the Mcdi-Ouik First-Aid Spra) and Medi-Quik Medicated ('nam segments can be used as individual 30-second spots. Produced In SARRA for LEHN& LINK PRODI CTS CORP. through GE1 IK. MOREY, BALLARD, INC. ^#?#t— r >cw York: 200 East .lOlh Slrei Chicago: I 0 East Ontario Street New York : 200 East 56th Street ^tF&Drrr Chicago: 16 East Ontario Street SPONSOR/31 DECEMBER 1962 WHAT'S WRONG WITH DETROIT? i Detroiters are spending some 5 billion dollars annually for retail goods and services . . . 9% more than the U. S. average. Where does the extra money come from? Metropolitan Detroit families are earning an average annual income of over $7,000. That's up 12% over the U. S. average of disposable income per family. Here are some more facts to think about. In the first 10 months of 1962, greater Detroit car sales were up 32% over the same period as last year. Bank debits climbed 20%. Power consumption rose 12%, and new building value was up 59%. How about the future? Auto production is soaring to a 640,000 car December output. October and November were two record-smashing sales months back to back. The '63 models continue to sell at a faster rate than any new model in the industry's history. And construction contracts awarded to Detroit through October amounted to over 369 million dollars. If that doesn't show confidence, nothing does. And if all those facts still add up to trouble in Detroit, let's bottle what'swrong with us and sell it to the rest of the country. Not cheap, either. What's wrong with Detroit? NOTHING! WXYZ-TV has been getting the facts to the business world and the family for 14 years. If you have a product to sell, WXYZ-TV can deliver your message to 1,983,100 TV homes in America's fifth largest market. WXYZ-TV ABC IN DETROIT QOC AN OWNED STATION OF AMERICAN BROADCASTING-PARAMOUNT THEATRES, INC. SOURCES D Sales Management Survey of Buying Power, June 10, 1962. □ Department of Economics and Research Greater Detroit Board of Commerce, November 29, 1962. □ Sixth Quinquennial Survey of the Detroit Market Copyright, 1962 □ Automotive News, December 10, 1962. SPONSOR/31 DECEMBER 1962 'SPONSOR-WEEK Top of the news in tv/radio advertising 31 December 1962 ABC NEWS UNDERGOES MAJOR REORGANIZATION Day-to-day activities at ABC News will be placed under the control ol ad- ministration v.p. Thomas Velotta and operations v.p. Robert Lang, v.p. in charge of news James C. Hagcrty announced last week. Under the new set-up. which takes effect 14 January, Hagerty retains over-all supervision and policy decisions of the department, and will in addition have control of a special "Unit 1964" to handle major political and science news. The stall ol 'ABC News has expanded greatly in the last year-and-a-hall and it is adopting the unit system in all news operations. Hagerty said that he would shortly name a film director, a Washington executive producer, and a Paris operations officer. TVINETWORKS' NO. 1 XMAS STORY: CUBAN RETURNEES The three tv networks gave heavy coverage to the pre-Christmas story of the return of Cuban prisoners. CBS TV presented a prime-time special on 23 December at 9:30 p.m., sponsored by Metropolitan Life; ABC TV had a spe- cial at 11 p.m., and NBC worked the topic into its regular Sunday afternoon news. Throughout Sunday and Monday the tv networks interrupted pro- grams to present bulletins on the progress of the returnees on their way here before Christmas. The radio networks also jumped in with special bulletins and news shows on 23-24 December. And local Florida stations such as WCKT were especially active with their own on-the-spot coverage. New York stations, too, had their own on-the-spot stalf reports. FCC FREEZES FMrAS PRELUDE TO ASSIGNMENT TABLE The FCC has proposed a table of assignments for the 80 fm channels by com munities (like tv) and is inviting comments before 15 February 1963. Mean- while, the FCC has frozen all motions on fm grants, acceptances, and channel changes in certain heavily populated areas pending action on its proposed fm table. About 2.730 fm stations in the nation are proposed, including the present 1,200 stations. But there's no plan to move existing stations. The FCC proposal is its first regarding definite fm channel assignments for com- munities throughout the nation. AIR NEWS CONTINUES HEAVY IN N. V. PRESS STRIKE As the strike of metropolitan New York dailies set a record for length, local radio and tv stations were keeping up an enriched schedule of news and fea- tures. An unusual aspect was that columnists were giving vignettes on the air. and Times tv-radio staffer John P. Shanley turned to reviewing plays and films for WNEW-TV, with the printed impressions then distributed in lead ing restaurants. JFK INTERVIEW RUSHED TO TV STATIONS ABROAD The 17 December hour-long tv interview with President Kennedy by White House network correspondents was rushed to stations abroad, some ol them showing it the following day. CBS Films got the jump on its competitors and within a week had sold it in ten countries accounting lor four-fifths ol the world's non-U. S. tv receivers. NBC International led the show to foreign stations which are its news affiliates. SPONSOR/31 DECEMBER 1962 'SPONSOR-WEEK Top of the news in tv/radio advertising (continued) ABC TV CONSIDERS AFFILIATES RE JERRY LEWIS SLOT ABC TV appears to have been influenced by national spot considerations in behalf of its affiliates in the expected scheduling of the Jerry Lewis Show next season in the Saturday 9:30-1 1:30 p.m. span. The move would have the effect of (1) giving the affiliates a couple of minutes of the last half-hour of the Lewis show; (2) making it convenient for them to start their local features at 11:30, instead of midnight which was the original ending time for Lewis. The switch also puts Lewis a half-hour ahead of Gunsmoke, but it will make it necessary for Lawrence Welk to move to 8:30-9:30, his first change of time since he started in 1954. WHERE DOES COLOR TV GO FROM HERE? Color tv sets in the U. S., now numbering about one million, have doubled in sales annually since 1960 and this year will be delivered to over half a mil- lion homes. Some three-fourths of NBC TV's prime time shows this year will be in color. There's also a boom in local color programing and in sta- tion facilities for color. And advertisers are showing renewed interest in the special possibilities of tv commercials in color. This week sponsor devotes an issue to a survey of color tv, its past, present and future. See separate stories on color tv sets (p. 25) , the conflicting network attitudes toward color pro- graming (p. 31) , tv station color programs (p. 37) , color tv commercials (p. 43) , and tv color facilities (p. 52) . CBS TV NIGHTTIME CONTINUES TO RIDE HIGH IN NIELSEN CBS TV maintained in the national Nielsen for the two weeks ending 9 De- cember its previous lead in terms of average ratings and homes from 7:30 p.m. to 1 1 p.m., Sunday through Saturday. The rating averages by network: ABC TV, 15.6; CBS TV, 21.5; NBC TV, 16.9. Average homes: ABC TV, 7,800,- 000; CBS TV, 10,700,000; NBC TV, 8,400,000. ABC TV took Wednesday night, breaking CBS TV's grand slam. PAULEY FORESEES $1 BILLION RADIO INDUSTRY ABC President Robert Pauley, in a year-end report, last week predicted that radio would become a $1 billion industry, and that networks would have about 20% of this. He stated that patterns of radio listening are changing and cited the Sindlinger reports as the only study which credits radio with its out-of-home audience. Pauley noted that ABC Radio had a 30% sales in- crease in 1962 and already has more booked for the first quarter of 1963 than it did in the last quarter of 1962. RCA BREAKS SALES, PROFIT RECORD IN 1962 RCA carved out record sales and profits in 1962, giving it the best 12-month span in its 43-year history. The figures: sales, around $1.7 billion; operating profit, approximately $50 million; respective gains over '61, 10% and 40%. SPONSOR-WEEK continues on page 60 SPONSOR/31 DECEMBER 1962 a statement of WWLP & WRLP SPRINGFIELD — MASS. — GREENFIELD (Television in Western New England) by William L. Putnam This is not a picture of our Chief Engineer, he's bashful. This is a picture of an EIMAC klystron tube. It is capable of putting out 50 kilowatts of power, and is just like two others which you'll find in the transmitter at WWLP. It costs half as much to install and half as much to operate as any other system yet devised for compar- able television purposes. We like 'em. We also like Townsend Associates, our consultant engineering firm that just completed the in- stallation of these tubes for us. We also like Kitty, and so do two million people in Western New England who view her program daily. If you want to know more about Kitty, call Hollingbery, collect. If you want to know more about EIMAC tubes, run up your own phone bill. Represented nationally by HOLLINGBERY SPONSOR ,31 DECEMBER 1962 AN ENTERTAINING AND ENLIGHTENING ONCE-A-MONTH SERIES OF NEW TV SPECIALS FOR YOUNG PEOPLE Magic! Magic! Magic! Featuring Milbourne Christopher, world famous magician, assisted by Julie Harris and Zero Mostel. Presenting an exciting outline of the history of magic— from the old "Cups-and-Balls" trick to orbiting a woman through space. First Concert. Robert Shaw conducting the Cleveland Symphony Orchestra. Between selections, a warm, amusing commentary to a live audience of youngsters. The orchestra plays Tchaikowsky, Beethoven, Bach, Schubert and Sousa. : Produced by WBC, these sixty-minute informative programs combine stimulating content with good entertainment. Others in the series include Poetry and the Poet, Jazz forYoung People, Young Mark Twain, History of the Dance, and the History of Art. This series represents one of the most ambitious efforts*! young people ever undertaken by a group of TV stations. It 1 group effort that, we believe, demonstrates television's pot ■ tial in the area of purposeful and enlightening entertainm ck Nativity. The handclapping, it-stomping Gospel song-play ► direct from Broadway to the >)leto Festival in Italy— to Europe ii London— thentoPhilharmonic II, Lincoln Center, New York, C Christmas week live > sentation, and a one-hour B=d TV Special. Baird's Eye View. The history of puppets from ancient Egypt to Charlie McCarthy. The camera tours the Bill Baird studios as Bill Baird, America's foremost puppeteer, narrates and demonstrates puppets at the French Court, puppets of the Middle Ages, Chinese Shadow figures, and more. People and Other Animals. Noted naturalist, explorer, and tracker of the "Abominable Snowman," Ivan T. Sanderson takes young viewers on an exciting zoological tour of the animal kingdom along with guest Broadway stars Jane Fonda and Robert Morse. •5TINGHOUSE BROADCASTING COMPANY, INC. KYW • KYW-TV • Cleveland KDKA« KDKA-TV* Pittsburgh WBZ • WBZ-TV • Boston WINS* New York WIND* Chicago WJZ-TV* Baltimore WOWO* Fort Wayne KPIX»San Francisco Things are W-POPPIN in Hartford for 63 • Centronic Programming • Ratings • Target-tuned Sales WPOP Phil Zoppi V.P. t Gen. Mgr. Irv Schwartz Mft. Conslt. Adam Young, Inc. Mid-West Time Sales TIMEBUYER'S CORNER Media people: what they are doing and saying "Timebuyer defectitious," that highly contagious occupational dis- ease which has picked off a goodly number of top buyers during the past year, has infected three more in the Gotham area. The trio: Young & Rubicam's Chris Russell, and Dancer-Fitzgerald-Sample's Jack Liddy, and Al Bonomollo. For those who are accustomed to seeing Y&R's Chris Russell in and around the New York timebuying arena, the defection won't come as such a blow since he'll be very much in action there. As v. p., station manager, and sales manager for Westerly Broadcasting's Providence, R.I., radio station, WERI, Chris will be calling on many of his own former colleagues. In this new affiliation, Chris has joined forces with his father-in-law, Y&R's well-known, recently retired media director, William (Pete) Matthews. Pete climaxed a colorful ad career by setting up his own broadcasting company — Westerly Broadcasting. At presstime, there was no word of who has fallen heir to Chris' Y&R accounts — Gulf, Remington Rand, Borden's, and Piel's beer. And the D-F-S defectors: Jack Liddy, who bought on Falstaff Dis- tributor, starts this week, 2 January, as promotion manager for Robert Eastman, the New York rep firm. Al Bonomollo, General Mills buyer, is planning a venture into private business— something entirely apart from agencies. 12 More to dishing up avails than meets the eye Getting a lesson on what goes into the making of station avails, routing, etc. from WNBC-TV's (N.Y.) traffic mgr., Elsie Ciotti, are Compton's (front-1-r): Dave Newman, Howard Goldfinger, Chris Sturge, Herb Blitzstein. Rear 1-r: NBC Spot Sales' Walt Davison, Compton's Doug MacMullan, Bob Carney. Seven timebuyers were richer by one transistor radio each when Adam Young staged a "blitz week" contest for WJRZ, Newark, N. J., and its Market IV concept. The contest was held over a five-day period with a different question each day. The questions and answers were keyed to an eight minute tape about the station. The winners SPONSOR/31 DECEMBER 1962 BFfcOAlDCASTEjixS FOUNDATION, INC. PURPOSE To preserve individual human dignity, to foster the spirit of brotherhood and to aid financially those broadcasters who cannot help themselves. RESOURCES A fund has been established to carry out this worthy purpose, through individual and corporate gifts (tax deductible), with pro- ceeds from the Annual Mike Award Banquet and via other means now being developed. RESPONSIBILITY After four decades and through the good work of Broadcast Pioneers and its charity arm, The Broadcasters Foundation, Inc., our industry is now able to care for and attend to the practical welfare of those who have contributed to its great- ness and are in need. This is your opportunity . . . become a member of the BROADCAST PIONEERS H. V. Kaltenborn Founder <***■ An organization dedicated to maintaining the great tradi- tions of broadcasting and to the preservation of the many historical documents and materials of early-day radio and television for future generations to study. ACHIEVEMENTS • Broadcasters Hall of Fame • Annual Individual Awards • Radio Oral History Project* • Quarter Century Club • Annual "Mike Award" • Broadcasters Foundation, Inc. *In cooperation ivith Columbia University. MEMBERSHIP IS OPEN to all persons who have worked in the field of radio for twenty years or more or in television ten years or more. JOIN IN THIS GOOD WORK NOW! Send for your membership application blank to: Edward Voynow National Membership Chairman c/o Edward Petry & Co., Inc. 400 North Michigan Avenue Chicago 11, Illinois Dues only S10.00 a year. (Add $5.00 with application for silver Pioneer lapel insignia.) General David Sarnoff Honorary President Ward L. Quaal National President For more information write: BROADCAST PIONEERS 2501 Bradley Place Chicago 18, Illinois SPONSOR/31 DECEMBER 1962 IS your key to more Virginia homes Sales Management Survey of Buying Power — 1961 WRVA-MD10 50,000 Watts AM, 1140 KC 200.000 Watts FM, 94.5 MC Richmond, Virginia TIMEBUYER'S CORNER Continued and the questions they answered: Y&R's Eleanor Fetzer— "List the number of times WJRZ, New Jersey, and Market IV are mentioned"; Donahue Sc Coe's Pete Schulte— "What is the exact length of the tape?"; Lennen & Newell's Betty Whalen and Mary Jane Hoey— "What were the three community services mentioned?"; Rose Marie Vitanza, also Lennen & Newell— "List the five personalities on WJRZ in order of their appearance on the tape"; BBDO's Bob Storch and Bud Keane— "In the news portion of the tape what were the counties mentioned and in what order?" Who said timebuyers don't listen to radio? Our Chicago sleuth sends along this bit of chest-puffing information: The Windy City is the only advertising center that boasts a father and son combination in its timebuying ranks. They are the two George Stantons. Stanton senior, a media supervisor at Leo Burnett, is as- signed to Brown Shoe, Harris Trust, Motorola, and the Pure Oil accounts. The Junior Stanton is a media manager at Tatham-Laird. His most recent spot tv buy was for Bauer & Black's Fling. National Representative: PETERS, GRIFFIN, WOODWARD, INC. Contest-winners ponder prize with eye to future Grey buyer Joan Shelt decided against first-prize basset hound in KRON- TV (S.F.) contest and settled instead for Savings Bond. D&C's Stu Kaufman (r), who tied with Joan for prize, took the pup. Looking on: (1-r) Roy Terz, PGW; KRON-TV manager Harold See; PGW's Lloyd Griffin. A pre-Christmas tragedy which took the life of a youthful Petry radio salesman spread an unhappy pall over the holiday spirits along Madison Avenue, last week. The victim, 26-year-old Joe Devlin, was accidentally killed when he tumbled (according to police reports) off the platform of a Yonkers-bound New York Central train. Joe, who was en route to his home there when the accident occurred, is well- known in the business as a former Dancer-Fitzgerald-Sample time- buyer. He joined Petry about a year-and-a-half ago. Can't help wondering: Whether Santa brought KHCC&A's (N.Y.) Ro Gordon her most coveted gift this year: five one-minute spots on the late show on WCBS-TV. New York. 14 SPONSOR/31 DECEMBER" 1962 PERSONAL-IZED . . . person - to - person radio that cashes in with powerful personal- ities . . . producing listener-confidence in the Des Moines area, and "cents-ational" results for Iowa advertisers. KIOA, family radio "personal-ized" for people, to people. People who listen, like it . . . people who buy it, love it! KIOA IS PERSONALIZED THAT MAKES CENTS THE JOHN BLAIR S SPONSOR ;5| DECEMBER 1962 KRMG TULSA. OKLAHOMA KIOA DES MOINES. IOWA KQEO ALBUQUERQUE. NEW MEXICO KLEO WICHITA. KANSAS robert e. 7\Niif i-.i-.tm. in & co.. inc. yM transistori TR-22 SOLID-STA TV TAPE RECORDEI The Most Trusted Name in Television TV TAPE RECORDER .for the ultimate in tape production • DELUXE, PRECISION-BUILT, STRIKINGLY-STYLED • BUILT-IN EXTRAS LIKE PIXLOCK AND AIR BEARINGS • SPACE IN CONSOLE FOR ATC AND COLOR MODULES • SIMPLIFIED, ERROR-PROOF OPERATION For broadcasters and TV producers who require the very finest in tape equipment, the new TR-22 is the answer. Now going into stations and studios throughout the world, this deluxe, precision-built recorder includes many new features that lead to improvement in operating efficiency and picture quality. The compact design and the smartly styled console increase its usefulness, and will enhance the appearance, of any TV tape studio. All-Transistor Design The only tubes in the TR-22 are found in the monitor and oscilloscope. It is the only recorder that is totally transistorized in all recording and playback circuits. Among other things, the use of transistors reduces start-up time, requires less space, and increases reliability. Five-Second Starting Although the conservative specifications call for a warm- up period of five minutes, it has been repcatedlv demon- strated that the TR-22 will playback an excellent picture in less than 5 seconds after it is turned on — from a cold start! This is especially important when a client suddenly appears. Air-Bearing Headwheel This is an exclusive RCA advantage which is standard equipment on the TR-22. Since the recording and play- back heads ride on a cushion of air, there is an absolute minimum of jitter, improved SN ratio, and excellent frequency response. It all adds up to a better picture. Built-in Pixlock Also standard equipment on the TR-22, the Pixlock system provides for switching between tapes and other sources without roll-over, and enables you to create special effects. Other electronic editing aids include a tone oscillator for marking a cue channel. Result: A more professional production. Finest Pictures RCA transistor design, together with air-bearing head- wheel, assures trouble-free recording and top quality reproduction of tapes. Self-adjusting circuits hold the high quality picture over long periods of time — without an operator constantly adjusting controls. This kind of performance can be duplicated day after day, enabling you to produce the finest of tapes. Simplified Operation Recording controls and playback controls are built on separate panels — one at either end of the tape deck — to reduce possibility of accidental erasings, etc. Signal lights tell the operator when to start, warn him when any trouble develops, and indicate the "mode" of oper- ation. Eye-level monitors give visual checks on per- formance during recording and playback. Designed for Color There is room in the console for adding both Automatic Timing Correction and Color. These are plug-in, tran- sistorized modules that simply slide into position. No external equipments are required. Self-Contained Console All the electronics, operating equipment, and accessories are neatly packaged in a single console. There are no external racks of equipment. The TR-22 can be easily set up in one spot requiring only 10 sq. ft. of space, and is also ideal for use in a mobile unit. YOUR BEST SELLING TOOL Because the TR-22 is so striking in appearance and is designed to set the highest standards oj excellence in I V Tape Recording, you will fmd it attracts attention wherever it is in operation. Tour studio can benefit from this symbol of the finest in TV 1 ape. It's a selling tool that radiates prestige. Tour salesmen and customers will be convinced that you can produce top-quality tape productions when they see the I R-22 in your studio. See your RCA representative or write: RCA Broadcast and Television Equipment, Bldg. 15-5, Camden 2, NJ. THIS IS NBC-LARGEST SINGLE SOURCE OF NEWS, INFORMATION, AND ENTERTAINMENT IN THE FREE WORLD Why be color-blind?.. .When color makes such a magic dif- ference in television-in drama and sports, comedy and news, adventure and opera-in everything you see on your living room screen. All season long, the major part of NBC's nighttime programming will be in color. 'SPONSOR-SCOPE 31 DECEMBER 1962 / copyright ira Interpretation and commentary on most significant tv/ radio and marketing news of the week For Chicago reps there was little relaxation of the new business flow during the holiday spell : the call for avails was as active as it's been for the past two months. Among the accounts that kept rep people hopping : Campbell Soup: Minutes, day and night, for Franco-American, Red Kettle, frozen three-course dinners, with starts staggered in January and schedules seven to 13 weeks. Green Giant (Burnett) : seeking to upgrade spots on existing contracts. Salvo (Burnett) : wants to heavy up its schedules in present markets. Chocks (Wade) : Seems to have appropriated new money for the extension of its sched- ules in kid shows through April. Miller High Life (Mathisson) : buying nighttime minutes and 20's in about 40 markets a la Schlitz. Competitor Pabst's (K&E) new strategy is buying in 36-36-52 lots, according to market and picking time segments according to how avails fit in with needed audience composition pattern. Upjohn (McCann-Marschalk) struck a pleasant New Years note for tv as a whole by allocating about $500,000 for a first quarter run on NBC TV. The ethicals don't spend that sort of money — certainly in that narrow timerange — and Upjohn's gesture may be taken as a cue by its fellow ethicals to take similar plunges into the medium. Half of the money will go to sell Unicap vitamins and the balance to help build a de- sired company image — this in light of the Kef auver drug inquiry and the mess boiled up by thalidomide. Where the allotment is being applied: half of the four Communist specials, 10 min- utes of Chet Huntley Reporting and a daytime news strip. Could P&G for the first time in the history of the media have been put on the defensive by a stroke initiated by a seller? Madison Avenue last week was conjuring with this question as a result of (1) CBS TV cancelling out Edge of Night to make the time available for station sale as a swap for an additional quarter-hour for CBS evening news; (2) the report that P&G, which owns Edge of Night, was looking for a home for it on NBC TV. Suspicion evoked by this on the Avenue: there could be a major power play in the making on CBS TV's part. Sundry notes on the new products front that involve air media, now or eventu- ally. Helene Curtis: getting set for a marketing test on a deodorant. Head & Shoulders: a P&G shampoo, due soon to break nationally but by regions. Radar : a P&G men's hair care item is going through the market testing process. ARB's plans in 1963 for color tv home research includes examining the possi- bility of doing a periodic color measurement on a state and national basis. It would be something beyond the lines of its Omaha color study. Incidentally, the research service's estimate of color homes as of July 1962 comes to 1,274,000, or 2.5% of all tv homes. (For an updated over-all look at color tv see batch of articles, starting page 23.) SPONSOR/31 December 1962 19 "SPONSOR-SCOPE Continued You might take it as a measure of how nighttime sales stand at NBC TV: it's upped the price of a couple series already on the air. The new tags: the Virginian from $30,000 to $38,000 a minute; the Saturday Night Movies, from $34,000 to $36,000. Interesting facet about the Virginians' audience profile: its teenage and 18 to 29 audi- ence is about 50% more than that of Wagon Train. A Lexington Avenue Agency last week extracted from the latest Nielsen National a bonus value slant that might tickle the fancy of nighttime network tv buyers. The finding is this : The shows in the top 25 deliver on the average more than the average audience for all nighttime shows; hence an advertiser in the top 25 will not only be the benefici- ary of 40% more audience but during the course of a month reach with two minutes in the top 25 about 20% more audience than he would with a minute each on three average-rating shows. Sponsors can expect CBS TV to stake out some hard bargaining for the 1963-64 cycle on the basis of the network's current preeminence in nighttime ratings, but some of the agency negotiators are pointing out that CBS scheduling won't be all milk and honey. Note these negotiators, the network has not only plenty of programing problems but it's got one for every night of the week. They quote these spots from the rating books : NIGHT OF THE WEEK Sunday Monday Tuesday Wednesday Thursday Friday Saturday 'Danny Kaye is slotted for this period. PROBLEM PERIODS 7:30-8; 9-10 10-11 8-8:30 8:30-9; 10-11* 7:30-8; 9-11 9:30-11 9:30-10 Alberto-Culver (Compton) seems bent on getting into Sunday night on NBC TV. It would like to get into Bonanza, if Chevrolet can be induced to give up part of the show, or a co-sponsorship of Jack Sherlock's My Favorite Martian, if the network were induced to put these film series back-to-back. The chances of such a sequence appears slim, since NBC TV had assured affili- ate* that the Sunday 10-11 slot would be used for a live type of show. Just to bring you up to date on the multi-market phase of selling among radio reps, there are four such firms now offering some form of a group plan, and a fifth is seeking to mount one along regional lines. The foursome: Blair, Eastman, H-R and McGavren. Adam Young is the rep work- ing on the area combination idea. Going back to the original concept of the group plan as innovated by Blair, it set out to: (1) create among national advertisers a renewed interest in radio; (2) provide a lot of coverage economically, intrinsically another network; (3) offer a single order and a single bill, plus attractive discounts. What appears to have happened: the emphasis is mostly on the discount factor and accounts in the process of buying, the chief target. Naturally, the group plan dis- counts only apply if the rep gets the order for every station on the advertiser's schedule which the rep can make available. 20 SPONSOR/31 DECEMBER 1962 WASHINGTON WEEK What's happening in U.S. Government that affects sponsors, 31 DECEMBER 1962 / o^yrimt imz !j agencies, stations As Alice in Wonderland would say, Washington year by year becomes curi- ouser and curiouser. It seems, in advance, that 1963 will be no exception : the path ahead for broadcasters and advertisers is anything but clear. The FCC will have before it proposals for eliminating or cutting down on network option time and for bringing networks under direct regulation. It will continue to be faced with adoption of a programing section on application forms, to carry out the 1960 decla- ration of program policy. It is faced with the recommendations in the Ashbrook Bryant network study staff report. A brand new Congress starts with as nearly a clean slate as has been true in memory, speaking from the industry viewpoint. Usually, even with a newly elected Congress, there are holdover probes or threats of probes. On the schedule for 1963, however, are only the Celler newspaper monopoly probe — including ownership of broadcasting stations by publishers — and the dying gasps of the Dodd subcommittee. There will be pressure for legislation affecting the two industries. It is almost a foregone conclusion that the FTC will again ask for cease-and-desist powers, bitterly re- sisted by the ad fraternity. FCC will surely renew its request for power to regulate networks directly. Industry will want the political equal time requirements of Sec. 315 wiped out, but would settle for easing. There will be industry pressure on Congress to rewrite the entire Com- munications Act to counter threats of more intense FCC regulation. Congress will be on lots of other fronts and have many other fish to fry. Like: the filibuster issue, which side's got the prime responsibility for appropriations, tax reduction and reform, federal spending and you name it, all of which suggests bitter fights and long wrangling within Congressional ranks. All in all, a gambling man might get rich betting against passage by Congress of any of the laws mentioned above as set to be proposed, at least in 1963. FCC will act on network option time, aside from recommending to Congress that networks be brought under regulation. The programing forms will also finally be adopted, and thanks to addition of E. W. Henry and Kenneth Cox votes will be in a form disliked by the indus- try. Other Bryant report recommendations will get attention but not action during the year. The decision on whether to wipe out network option time is still uncertain, with Henry claiming not to have made up his mind and Ford seeming on the verge of changing his mind. Cenerally speaking, 1963 should be much like 1962 at both FCC and FTC. And quiet in Congress, except for the always-present possibility of noisy investigations. The FTC drifted along with no noticeable policy change in 1962, and shouldn't be too much tougher in 1963. FCC in 1962 finally fully implemented the much tougher policies laid down in 1960 under the Ford chairmanship, and in 1963 the ball should be rolling even faster in this particular rut. The Celler probe admittedly can't touch newspapers directly, but could result in strong pressure on the FCC to be slower to approve broadcasting stations for newspaper pub- lishers. The Dodd subcommittee earned its headlines in its day, and now seems fangless. A report could blister, but no more than skin deep — or better, headline deep. SPONSOR/31 DECEMBER 1962 21 SPONSOR HEARS 31 DECEMBER 1962 / copyright i«n A round-up of trade talk, trends and tips for admen There's a strong belief among broadcaster-cognescenti that before the year 1963 is out Kenneth A. Cox, the latest member named to the FCC, will be Newton Minow's successor as chairman. Cox is marked by the trade as an advocate of stronger regulation, in the image, it might be said, of such FCC chairmen as Lawrence Fly and Clifford Durr. As for Minow, he's expected to return to his law practice in Illinois, and perhaps turn up in the not too distant future as a candidate for U.S. Senator. Some of Today's sponsors have suggested to NBC TV sales that the on-camera crew of the show adopt at least one New Years resolution for 1963. The resolution: they'll get on the job in time to rehearse the commercials. Social historians may find a footnote in the fact that tv's blockbuster product successes so far are closely related in form to that American ideal, hygiene. Those products are Lestoil, Brylcreem, Revlon's Clean & Clear and VO 5 hair dressing. Clairol, a member of the Bristol-Myers fold, is one of those products also which has a separate budget for each item. The items and their budgets run something like this: LABEL Miss Clairol Clairol Conditioner Hair So New Silk & Silver TOTAL AMOUNT $670,000 660,000 150,000 300,000 $1,780,000 If you're making up a mental roster of what sort of a year 1962 was tradewise, you might add these "whens" : • The group ownerships bit harder then ever into the total revenue derived by the independent rep field and the bigger reps razed the lists of the smaller reps to make up some of the difference. • Tv affiliates here and there preempted chunks of nighttime to compensate them in some measure for the compensation cuts by two of the networks, namely CBS TV and NBC TV, converting the time into their own minute spot carriers. • The general tenor of things might be summed up as fussing, feuding and firing. • The term "negotiator" became exclusively the badge of the agency tv department head and the discovery and creative function on his part moved almost completely into the limbo of the past. • P&G and a couple of other advertisers smelled something not quite savory about a market rate raise and struck back with actual or threatened network cancellations. • The syndicated rating services were nudged into counting people and the social and economic slots they fell into instead of just sets. • The No. 1 problem of the tobacco industry became a problem of air media. • Bates could not longer boast it had never lost any business, what with the defection of Brown & Williamson's Belair brand and Colgate's Wildroot. 22 SPONSOR/31 DECEMBER 1965 'SPONSOR 31 DECEMBER 19G2 • Color sets-the 1962 breakthrough, 1963, 1964 forecasts • Network color— program plans, schedules, color opinions • Local color— station leaders in color telecasting • Color commercials— top agencies, advertisers, costs, etc. • Color broadcast facilities— for net, film, live, tape Yes, it's really rolling — and no fooling! That's the inescapable conclusion about color tv, reached l>\ spon sor editors, after a cool, hard-hearted appraisal of all available Facts about color sets, homes, programing, commercials, advertisers, and coloi broadcast facilities. There's no longer any doubt about the boom. Color tv is on the march in 1963. Alter years of enthusiastic promotion, whoop-de-do and ballyhoo, it has achieved a major measurable breakthrough. In this special review and preview of the color situation, sponsor has drawn on experts in each phase of the industry and has turned up material not pre- viously presented in any color discussion. What you will find here is a fact-packed analysis of those aspects of tv color which are of special importance to sponsor's prime readers, advertisers, and agencies who use broadcast advertising. Space does not permit us, and it would not be appropriate in this book to include the wealth of engineering, technical, and scientific data on color tele- casting which are of primary interest to broadcast engineers, manufacturers, and other scientists. We are concentrating here on the five major color areas which bear directly on advertising usage. And in each of th?se, there is great cause for optimism. Sets, programs, commercials, facilities gain Leading the list of color breakthroughs is the sizeable advance in color set production during 1962, and the forecasts for 1963, 1964, and 1965. With tv color sets-in-use now reaching one million and expected to rise 750,- 000 in '63, better than 3% of the country's tv homes will be color equipped. The rapidly accelerating rise of network color programing, spearheaded of course by NBC TV but with growing interest by ABC TV, will mean that more than 30 major advertisers have color spots in network programing in 1963. Local color programing, enthusiastically scheduled by many pioneer stations, has been given a substantial boost by th? release of many feature films in color. Advertisers and agencies, though still sharply divided on color usage, show signs of greatly increased interest in color commercials. Color broadcasting facilities among the country's tv stations for network col- or, local live and film color and color tape are at an all time high. Salute to a pioneer With all these unmistakable signs of color's solid emergence as a major ad- vertising medium, it is only fitting to pay tribute here to the one man whose vision, faith, courage, determination, and drive, have sparkplugged the devel- opment of tv color. RCA's General David Sarnoff stands undisputed as the architect of the tv color movement, and he has every right to take the greatest possible satisfaction in color's current upswing. In the not-too-remote past there were skeptics and scoffers who doubted the General's wisdom in promoting the cause of color so strenuously. But he has been proven right, completely right, and we salute him for one of the great achievements of a great career. ^ SPONSOR/31 DECEMBER 1962 Color tv sets-in-use Color tv set sales reach million mark; begin catching fire Color set sales up 140% over 1961 Manufacturers want in on growth Set price reductions in future Two years ago, color television set sales seemed to be drifting lackadaisically into oblivion. Then, (mite suddenly, sets started to sell almost as well as RCA had been predicting they would all along. After nine years of forced draft, dur- ing which RCA supplied more than SI 30 mil- lion worth of tinder, color's spark has finally become a flame. Not a forest fire, but with enough glow to give manufacturer stockholders a substantial feeling of warmth. Color's receiver boom is still of modest pro- portions, and its measurements have to be sur- mised. No industry-wide statistics are kept because color receiver and tube production are still dominated by one company. Nevertheless. it is now becoming fairly clear where we arc in color, and where we're going. It's a fair estimate that color tv set circulation is now just over the one-million mark — in THOUSANDS OF SETS 560 540 520 500 480 Set sales by years 460 '63 estimate: 750,000 440 420 400 380 360 340 320 300 280 260 240 220 200 180 160 140 120 100 80 60 40 20 0 Color set sales show dramalit rise in '()'_'. aflei steady but reluctant in- creases. The 1954 figures represent 15- inch models; nil others are 21-inch. No official figures are available. Man- ufacturers' estimates are given here. 1954 1955 1956 1957 1958 1959 1960 1961 1962 SPONSOR/31 DECEMBER 19G2 •■/&* ' fc&- V&£**£ mm *^*^ Ml A%'< RCA MATCHED ...with Many YOU SELECT A COMPLETE COLOR PACKAGE ... DESIGNED TO FINEST SYSTEM SPECIFICATIONS RCA COLOR STUDIO CAMERA-Fifth generation model of the first practical color camera— now featuring stabilized circuits for simplified operation . . . precision yokes for pin- point registration . . .prism optics for sharp, clear pictures. RCA TV SWITCHING SYSTEM-The brains of the color system . . . key to program flexibility . . . and protector of system specifications— there's an RCA switching system to ideally match every program need. RCA COLOR MONITOR— The professional color monitor for quality control of color performance— with new circuitry and improved capacity for evaluating color pictures. RCA COLOR TV TAPE RECORDER-Designed from the beginning for color operation . . . new solid-state recorder is the ultimate choice for the finest color systems. RCA 3-VIDICON COLOR FILM SYSTEM-The practical solution to color film programming— now featuring the same optical and stabilization features found in studio cameras. RCA TRANSMITTER-ANTENNA COMBINATIONS- Built-in color capability ... at all powers ... at all frequen- cies—produce highly reliable, full-fidelity color transmis- sions—tailored to individual requirements. RCA COLOR MOBILE UNITS-Custom designed to put the matched color system "on-the-road"— provide color studio performance on-location. .tiNStfftB $ smnna - COLOR TV LINE New Features Your Only Source for a Matched System RCA is the only manufacturer that builds a complete line of matched color TV equipment. Proved in color operations for the past nine years, RCA color equipment is matched —electrically, mechani- cally and operationally —to work as a smoothly functioning TV system with finest color performance. The equipment shown above includes new features and technical refinements. Many use transistors and other solid state devices to gain compactness, long term reliability, and low maintenance cost. All are designed with the RCA brand of operating ease, convenient access to components, and real ruggedness. Set an RCA matched system as your goal, and you will be assured of achieving the easiest, most flexible, most reliable color operation. See your RCA Broadcast Representative for the complete story. Or write RCA, Broadcast and Television Equipment, Dept. PE-264, Building 15-5, Camden, N. J. The Most Trusted Name in Television RCA manufactures for its color competitors Chassis for color television sets move along the assembly line at Radio Corporation of America's Bloomington, Indiana, television manufacturing plant. This big plant cranks out sets for Admiral. Du Mont, Emerson, Magnavox, Olympia, etc. other words, about 2% of America's television homes now have color. Nearly half of the color sets-in-use were sold in 1962. A good guess, derived from several important clues, might be around 434,000 sets. That's still a drop in the bucket compared with the 6,250,000 black- and-white sets sold last year. But it represents more than a 160% in- crease over 1 96 1 's color sales. Large dollar volume. About 6,5% of the television sets sold in '62 were color. But because color sets are so much more expensive than black-and-white, about 17% of the television manufacturing industry's dollar volume came from color. With the public's taste running more and more to low-priced black- and-white sets, color has begun to be an important and profitable part of the television business. The nine-year story of RCA's bat- tle for public acceptance of color is a familiar one by now. In color tv's first year — 1954 — RCA built about 10,000 fifteen-inch color sets. In 1955, it switched over to the present 21 -inch size, and was joined by other manufacturers, including Admiral, Emerson, Westinghouse. General Electric, Sylvania, Magna- vox and Motorola. Despite RCA's glowing predictions, color didn't catch fire, and through the mid- fifties most other manufacturers backed out of color and counted up their color losses. Color set sales remained at a low and unprofitable plateau for six long years. From the receiver standpoint, 1961 was color television's break- through year. It was a result of several gradual and cumulative trends, and one sudden event. By 1961, color programing on NBC and some local stations had in- creased to a worthwhile amount; its quality had improved markedly. The same gradual improvements had been made in color receivers, leading to better pictures, greater ease of tuning, and higher reliabil- ity. The most noticeable change was the introduction of a picture tube with sulfide phosphors, result- ing in a far brighter picture. Color wave begins. But the big news of color manufacturing in 1962 came from RCA's arch-rival, Zenith Radio Corp. Zenith, which had displaced RCA in 1959 as the nation's largest manufacturer of television sets, announced early in 1961 that it was preparing a line of color sets for fall introduction. Be- hind Zenith's decision was gradual and growing pressure from its own distributors for a color line to com- pete with RCA's — not because col- or was selling so well, but because they thought they were losing a few "high-end'' sales, and a lot of prestige, by not having a full line to compete with RCA. After Zenith's announcement, the lid was really off. Some other manu- facturers had announced sets earli- er, and far more followed the lead- ers. For some, who had lost sub- stantial sums in color during the fifties, it was an agonizing decision to return to the scene of the de- bacle. General Electric, for exam- ple, had its engineers working on new color circuits which wouldn't have been ready for at least an- other year or two— but its dealers and distributors were clamoring lor a "full line," and it had to make a set available immediately — so it introduced a set very much like 28 SPONSOR/31 DECEMBER 1962 RCA's. By the end of 1961, there was only one major manufacturer holding out against color — Motor- ola. Ghost manufacturer. There was an easy way to get into color, and most set manufacturers chose this path, which required little capital investment: let RCA make it. And RCA's big color tv plant in Bloom- ington, Ind., was cranking out sets for Admiral, I)u Mont, Emerson, Magnavox, Olympic, Philco and others, along with RCA Vic tor. In 1961, Zenith, Packard Hell and GE were among the few making their own color sets — and even they re- lied heavily on RCA for parts and subassemblies. With a surge that surprised RCA as much as anyone else, color was off to the races in fourth quarter 1961. Shortages of certain models developed. The boom continued through 1962. Of the estimated 434,000 sets sold in 1962, it's a good guess that perhaps 280,000 of them came out of RCA's factory and 100,000 from Zenith. As 1962 ended, more manufac- turers had decided color was here to stay, and if they were to make any money in it, they'd better stop buying the chassis from RCA. Ad- miral, Warwick (Sears, Roebuck) , Olympic, Sylvania and others had set up, or were making plans for, their own color plants. Was RCA unhappy? Not at all. In fact, land- lord RCA had already put all its competitors on notice that the Bloomington plant wasn't going to be available to them forever. Phase Two of RCA's color plan had arrived. RCA decided it would soon need all of its plant capacity to make its own sets, so it told its competitor-customers to clear off the Bloomington premises by I January 1964. With each set mak- er establishing its own color plant, this means more color output, more color competition, more color set advertising. Picture tubes. Just as real com- petition has come to RCA in the field of color sets, it's also coming this year in another field RCA has had all to itself — color picture tubes, rhree tube manufacturers are ra< ing to sei up lac ilities foi the complex jo!) of making color tubes. They are Zenith's subsidiary Rauland Corp., Sylvania, and ma- jor independent tube maker Na- tional Video Corp. They've all an- nounced they'll be in substantial production some time in 1963. Nearly ever) set manufacturer — major or minor — will be offering color tv lines in 1 963. I he last ma- jor holdout. Motorola, will intro- duce its color sets at midyear, cli- maxing a long and bitter battle with RCA over the dimensions of color picture tubes. In 1961, Motorola announced that it was possible to build short- er, rectangular color picture tubes, and challenged RCA to abandon its deep round tube for a more modern shape that would permit compact television furniture. RCA insisted that the state of the art wasn't ripe and defended its 21- inch round tube as the finest which coidd lie made. Motorola, working with tube in. ikci National Video, then set out to engineei its own 23-inch rectangulai short coloi tube lot mass produc lion. l'ossibh ;is a ic-suli ol Motorola's goading, RCA announced last spring thai il would change ovei its tube lac ilities to produce a new vei sion ol its 21 inch round tube which woidd be six inches shortei than preseni models. The change was to have occurred in lust quar- ter 1963. I. ate last November, aftei the new tube was well into pilot production, RCA abruptly sent it back to the chawing -boaid because ol technical and reliability difficul- ties. Motorola sa\s RCA's tube trou- bles won't prevent it from entering the marketplace at midyear with its own line ol coloi sets using its own coloi tube or "whatevei else- is available." The latter phrase de- scribes the standard RCA tube per- fectly. Illlllllllllllllllllllllllllllllllll!llllllllllll!!lllll!l!!l!llll![|ll!!!llll|]||[||!., :!l|||||!|||||||||| 16 tv set manufacturers now are marketing color receivers These tv set makers are currently offering color receivers: Admiral Philco Andrea Color Electronics Corp. Emerson (/>» Mont) General Electric RCA Victor Sylvania Transvision (kits) Warwick (Sears, Roebuck) Magnavox Olympic Packard Bell Wells-Gardner I Montgomery Ward, others) Westinghouse Zenith These manufacturers have announced they uill offer color during 1963: Curtis Mathes Mfg. Co. Motorola Muntz TV In addition. Delmonieo International has imported small quan- titics of coloi sets manufactured by the Victor Co. ol [apan. SPONSOR/31 DECEMBER 1962 Price reduction needed. What of the future? To make color a real "mass medium," many people argue that a substantial price re- duction is required. Color prices have remained static for several years — but the value has improved with better performance and reli- ability. Color sets still begin at about $495 (list price) for a rather unattractive black metal-cabinet ta- ble model. Sears, Roebuck starts its sets at $450 to $480. Nevertheless, most color set buyers choose sets list-priced in the $600-$700 range. With an increase to million-a- year set sales, some modest price decreases can be expected. But there'll be nothing like a major slash — no $200 sets — so long as cur- rent complex circuitry and three- gun shadow-mask tubes are re- quired. There are other color receiver systems, but none seems to be un- der serious consideration at the moment to replace the present type. The most durable system is the one built around the Paramount tube, also known as Lawrence tube and Chromatron. Paramount has a single-gun and a three-gun ver- sion, and claims greater brightness at lower cost. In the past year and a half, engineers from all major U. S. set manufacturers have trooped through Paramount's New York labs, and looked at the tube — but none has signed up. One set maker did take out a license for the Paramount tube — Japan's aggressive, young Sony Corp., which now has its engineers working on what may eventually become a portable color set. Then again, it may eventually become — nothing. A new and reputedly low-cost projection color system, using plas- tic lenses, developed by Harries Electronics Corp. of Bermuda, has been attracting attention lately — but no working model has been de- veloped, and it seems very far off at this point. There are some de- velopmental tubes and circuits deep in other labs. But there seems to be nothing new or radical much closer than the horizon. Japan no threat. There also seems to be little possibility of sharply lower priced Japanese- made color sets entering the U. S. market, unless something like Sony's portable comes into exist- ence. There's no mass production of color in Japan because the do- mestic color market is poor, and color sets there still retail at well above $1,000. Shipping charges mount up, too, on bulky sets. Lim- ited imports of Japanese color sets have been tried, with little eco- nomic success. Thus color set prices won't move down sharply until that long-her- alded major new invention which makes possible far simpler receiv- ers. The growing color market may be expected to hasten the advent of such a development, but even the most rainbow-hued optimists concede such a scientific break- through is at least five years away. You can, however, expect to see further improvements in the pres- ent type of color set, as sales curves climb upward. The next major change probably will be to the short rectangular tube — most like- ly in 25-inch and 19-inch sizes — in late 1964 or 1965. Color is moving, at last. The outlook is good for expansion of the current modest boom — with sales of perhaps 750,000 sets in 1963 (compared with 6 million black-and-white in the same year) , increasing to well over a million in 1964. By early 1965, color sets-in- use should reach the three-million point, and the climb after that may well be at the rate of 2 million sets a year. ^ ^1I|||||||||!II!II!I|[1IIIJ!III[!I!I!III!JI!I!!!I!I!III!![|||!I|IM Packard Bell '63 color model New Andrea color set Where color sets go from here Here's a consensus of expert opinion of the near-future prospects in color television receivers. • Sales of 600,000 to 800,000 sets in 1963, more than a million in 1964. • 3,000,000 color sets-in-use early in 1965. • More compact sets with 19-inch and 25-inch rectangu- lar picture tubes by 1965. • Modest price decreases with increasing production. • No major new color tv receiver systems on the market for at least five years, and therefore no drastic price reduc- tions can be expected. illinium nil i mi i : iiiiiiii iiiiiini i mini! i iiiiiiiiiii ill iiiiiiiiini in iiiuiiiiiiiiiii minium mi win iiiiniii in iiiiiiiiiii i mini in ■■ 30 SPONSOR/31 DECEMBER 1962 Ilillllllllllllllllllll Color tv network programing D 1 1 1 ir :h in:! in i Network spokesmen speak out on color NBC 66 There is no longer any question of building consumer demand for color programing; the problem is to meet it. " CBS « When, as and if advertisers are willing to absorb a reasonable share of the added cost of color, we will provide other programs in color. " ABC ** Although the number of sets still is very small, tve are prepared to increase our color programing when the public's interest in color warrants if.** Network color programing expands Three networks use color in '63; NBC to have 74t70 nighttime color, ABC in the spotlight with four color evening programs Three big news items are sparking industry interest in network color programing: CHS, after a long hold-out, is making plans to re-enter the color race in the face of a dynamic and growing color audience; NBC is increasing its color program entries at rapid strides; and ABC has relinquished the waiting name and decided color is living up to its great expectations. 1962 marked a milestone, with all three networks showing active interest in color, and all three con- templating major advances for the '(53-'(> 1 season. Only eight \cars ago, in 1954, CBS broadcast l(i hours, and NBC 68. Now NBC is approaching the 2,000 hour mark, and CBS is put in the position of rectifying its silent years ill color, and promoting it for the future. \1'>C is definitely in with four regu lar programs, and the word is "expansion ol color tv in '63 and '64." Color programing. Far more extensive than ever before, color programing covets a sweeping scope. virtually the full spectrum ol audience taste. Color tv is at a boom stage and color programing is making news all over the world. From the Pilking- lon decision to proceed with color in Great Britain . . . to Canadian Broadcasting Corp.'s plan to go ahead with color ... to the prophetic rise ol color program interest on (J.S. networks. Most talked about in the color industry during 1962 were VBC's four new color proteges, represent- ing the network's long-awaited entrance into the color medium. Three out ol four ol the new shows are animated situation comedies: Matty's Funnies, The Jetsons, and The Flintstones. Each program is scheduled between 7 and !) p.m.— earl) enough for SPONSOR/31 DECEMBER 1962 31 the children, but by no means for them exclusively. Matty's Funnies stars Beany, a boy with a propellered topper, and Cecil, the seasick serpent, his con- stant companion. The Jetsons depicts family life 100 years hence, while The Flint- stones plays on family problems at the other end of time — the Stone Age. Regular feature films on The Sunday Night Movie, about half of which are in color, complete ABC's '62-'63 color program roster. Color conscious. NBC has color from sign-in with Continental Classroom at 6:30 a.m. to sign-off with Johnny Carson's Tonight Show, 11:15 p.m.-l a.m. The net- work's color schedule grows con- tinually from program year to pro- gram year, and even in between. By February, 74% of NBC's week- ly nighttime schedule will be in color, compared to the present high of 68%. The overall rise will be due to a rescheduling on Mon- day nights. Beginning in February, the Monday night color movie will add two hours to the color sched- ule. Over the '61 -'62 schedule, the increase in color prime-time hours amounts to 41%. Hazel and Joey Bishop opened in color for the first time this fall season. The series of completely new programs in color is impres- sive: The Virginians, Andy Wil- liams, the new Jack Paar Show, and Empire. Added to this are sports, Dinah Shore, and Du Pont Show of the Week series of spe- cials. Success with color. One ex- ample of the additional audience acquired by NBC's color is shown in the rating overthrow of a top- notch black and white program. Chasing and overtaking Wagon Train is perhaps more in fashion today with tv programers than it was in Wild West times. Having knocked out 26 competitors during its time period, Wagon Train has been one of the most popular shows on the air for five years. After relinquishing the program to ABC, the network felt that a new star in programing must be born for that prime time period. That star was The Virginians, in color. Of all the programs that have chal- lenged Wagon Train, it is the only competitor to compare favorably. In nine of 11 national Nielsen 2000 1900 1800 1700 1600 1500 1400 1300 1200 1100 1000 900 800 700 600 500 400 300 200 100 291/2 I Rise in color network programing hours CBS participated in color programing from 1954 to I960; ABC beginning in fall 1962 5J4 1910 53 r 74 241/2 668 101/2 724 1650 1034 647 216 I B 46 fl 486 '54 '55 '56 NBC □ CBS, ABC '57 '58 '59 '60 '61 '62 32 SPONSOR/31 DECEMBER 1962 * ratings compiled so far, The Vir- ginian has scored ahead. Empire, another NBC color entry in the fall, leads competitor Hawai- ian Eye by 80% and has the high- est TvQ rating of all the network's new programs. The network's color schedule has been described as "a fully diversi- fied schedule." Special specials. If the adjec- tives "first," "only," and "special" set a program in the limelight, then CBS' color program, A Tony of Monaco with Princess Grace, de- serves attention. Scheduled for one- hour broadcast on 17 February, the special is the one and only network color plan expected to reach frui- tion this spring — and the first one in approximately three years. Ad- vertisers were asked to come in on network color plans in February and March for a nominal fee to cover the added cost, but only two firms accepted the offer: Ford and Chemstrand, who will co-sponsor the Princess Grace special. ABC broadcast its first color spe- cial on Christmas Eve. With Yule- tide trimmings and a generous serv- ing of memorable songs, the pro- gram united Bing Crosby and Mary Martin and was televised to five ABC owned tv stations and those affiliates equipped to carry color. During the year 1962, the NBC color specials went everywhere . . . Hying into space with John Glenn, digging into the earth to discover the problems of the land for farm- ers— The Land . . . traveling to Japan to see western influences as shown in Japan, East Is West . . . reliving the life of Vincent Van Gogh, and following the events of Mrs. Kennedy in India. Mr. Magoo's Christmas Carol, in December, was one of the network s last specials in '62. Mary Martin, appearing on both sides of the network fence, will play on NBC's Peter Pan in February. News specials. Polaris Subma- rine, 19 December; Projection '63, 6 January; and an hour-long spe- cial on California are among the top NBC color news shows of the '62-'63 season. Other news specials: The 44th National Automobile Show in Oc- SP0NS0R/31 DECEMBER 1962 Variety in programs marks the 1963 net color schedule NBC new "Andy Willams Show" NBC high-rated "Empire' ABC comsdy "The Flintstones" N3C leads the way I'lo,;]. mis ol nearl) ever) type are now broadcaft in color. NBC features sports, ■ ; . par.cl, a;' ! iti-.rc dl s. \B(. :ulJ :>> ilivci si Heal ion with animated situation comedies, CBS plans .* color month From mid Febi u.n\ i<> raid- Ian i far one is d< finite. ABC Sunday Night Movie CBS' only 1963 color show "Grace in Monaco" Miss Texas, Penny Lee Rudd 34 SPONSOR/31 DECEMBER 1962 tober, featuring the new models; The Story of the Nile, and A Por- trait of William Shakespeare. Re- portedly the news department really became enthused about col- or in 1962, jumping the number of news color hours from none to about 25. Bridging the gap between NBC's specials and programs are the six Hallmark dramas shown through- out the season, with four scheduled for '63, and the Bell Telephone 10 big musical shows. Color costs matter. As with many services and products, en- thusiasm for color programing is shaded by financial considerations. A major concern in three-way network color competition is the cost of AT&T color line charges. These are considered necessary by networks in order to insure clear color reception by stations throughout the country. Each sta- tion receiving color entails a cost of $450 per month. The total cost to a network for one year is $700,- 000. The question of xuho pays for it is what's important. The answer has a great deal to do with how stations, advertisers, and networks view color programing. Recognizing that payment for such quality service makes color programing a money-losing busi- ness, NBC is willing to foot the bill alone. In essence the view is: "Sure, we're not getting help on this large cost factor for color programs, but we're pioneers in the field and we feel it will be a good investment in the long run. We also have a service to the great many people who own color sets, and when color reaches its peak we'll be recognized by viewers and advertisers alike as leaders in color." The ABC TV network is charg- ing the stations for the cost of their own lines, a second method which is still of no concern to the ad- vertiser. One network suggests that color won't work because advertisers won't pay for it. That is CBS, and it is now the only network that asks advertisers to share the ex- pense. The fee represents only a small amount in relationship to the cost of the buys, but that is still more than the other networks Net color program schedule '63 SUNDAY NBC 00 p.m. Wild Kingdom 3:30- 4 4:00- 5 5:30- 6: 6:00- 6 7:30- 8: 9:00-10: 10:00-11 MONDAY 7:30- 9 10:00-10: MONDAY THROUGH 6:30- 7: 10:30-11: 11:00-11: 12:00-12: 2:00- 2: 11:15- 1: TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY 7:30- 8: 8:30- 9: 7:30- 9: 9:00-10: 9:30-10: 10:00-11: 8:30- 9: 9:30-10: 10:00-11: 9:30-10: 10:00-10: 10:30-11: 12:30- 1: 3:30- 5: 5:00- 6: 8:30- 9: 9:00-11: 00 p.m. Shell's Wonderful World of Golf 00 p.m. Bullwinkle 30 p.m. Meet the Press 30 p.m. Disney 00 p.m. Bonanza 00 p.m. Du Pont, Dinah Shore 30 p.m. Monday Night at the Movies** 30 p.m. Brinkleys Journal FRIDAY 00 a.m. Continental Classroom 00 a.m. Play Your Hunch 30 a.m. Price Is Right 30 p.m. Your First Impression 55 p.m. Merv Griffin 00 a.m. Tonight 30 p.m. Laramie 30 p.m. Empire 00 p.m. 00 p.m. 00 p.m. 00 p.m. The Virginian Perry Como Hazel Andy Williams 30 p.m. Mitch Miller 00 p.m. Price Is Right 00 p.m. Jack Paar 00 a.m. Ruff 'n Reddy 30 a.m. Shari Lewis 00 a.m. King Leonardo 30 p.m. Exploring 00 p.m. Sports International 00 p.m. All Star Golf 00 p.m. Joey Bishop 00 p.m. Saturday Night at the Movies* ABC SUNDAY FRIDAY SATURDAY 7:30- 8:00 p.m. The Jetsons 8:00-10:30 p.m. The Sunday Night Movie" 8:30- 9:00 p.m. The Flintstones 7:00- 7:30 p.m. Matty's Funnies •Not all movies In color "Starta I February .Ml K ST ■lll!!llllllllllll!lllllllllll!!lllllllli!lll!!lli;i!!ll!L : SPONSOR/31 DECEMBER 1962 35 charge, which is nothing. The official network comment is "When, as, and if advertisers are willing to absorb a reasonable share of the added cost of color, we will provide other programs in color" Thus, this is the color program- ing situation at the end of 1962: firm stands by three networks on three different decisions involving cost. NBC plans. The NBC network has a great deal to say about color programing, all optimistic. A network spokesman says, "The past year has been one of great ac- complishment for all facets of broadcasting at NBC. There is no area that the network takes great- er pride in than the progress made in color tv. There is no longer any question of building consumer demand for color programing; the problem is to meet it. "Careful thought has gone into the selection of each color show in order to provide a well-balanced schedule." "Balanced color programing means a schedule with color throughout the day, big color every night, and color throughout the weekend. It means a color schedule that will satisfy the myriad tastes of the present owners — and the people they invite to see color. It means a color schedule that provides the large and small budget advertisers with a color vehicle for their prod- uct. A balanced tv schedule must provide tv set dealers with plenty of opportunity for demonstration and finally, color tv, like all tv, must fulfill its potential by en- lightening and educating, as well as entertaining." NBC claims that the color pro- gram schedule has been enthusias- tically received by advertisers which have shown contract interest. If it weren't for color programing, the network says, Kodak, the National Automobile Assn. and Shell, among others, would not have come to NBC, nor might Bell, Hallmark, and Kraft stayed with the network year after year. To keep pace with the upsurge in demand for color programing, NBC is colorized its largest studio in New York's RCA building. Plans are also concluded to colorize 36 Studio 6A, raising the total of net- work color studios to 11. The CBS stand. At this stage of color's development, the network thinks it should concentrate pro- gram efforts and expenditures on shows seen by 100% of the tv audiences. The belief is that color program- ing will add new dimensions to network tv and increase its value as an advertising and sales medium. But, claims CBS, faith and hope should be tempered with practical- ity unless sound business practices are ignored. Content to play the waiting game, CBS says that deci- sions to jump ahead by other net- works are based on "emotion and wishful thinking." At the close of '62, after eight years of color broadcasting, only 2% of homes in the U.S. have color receivers, it points out. "With the possible exception of the secret ingredients of Coca-Cola syrup, it is hard to think of anything besides color television which has had so much promotion based on so little fact." Yet, despite these admonitions, CBS is trying to organize color shows. The network is in the proc- ess of planning a color month, from 17 February to 19 March of 1963. A total of 12 hours of programing are up for the taking by advertisers willing to pay a surcharge amount- ing to about a 4% increase in rate. Programs involved included dra- ma, six hours; variety, three; com- edy, two; panel, one; and special, three. At the end of 1962, two advertisers agreed to sponsor the forementioned color special on Princess Grace. The network will continue to update its technical facilities, keep- ing them ready to originate color programs on short notice. But CBS believes it is right in postponing any major or regularly scheduled program at the stage reached in color broadcasting by the end of 1962. The newly-enunciated policy will undoubtedly effect the far fu- ture as well as '63-'64 plans. The ABC outlook. ABC is the middle-man in the speculation ar- gument. NBC speaks of "ambi- tions," "plans," "adventure," and "impact" with color; CBS claims that present indications on the fu- ture of the network's color pro- graming are not encouraging. Cau- tiously experimenting in the di- mension, ABC says it is "watching the barometer of public and adver- tiser acceptance." ABC has been constantly search- ing for new ideas in programing and technology in an effort to es- tablish a rigorous and competitive service for the viewing audience, a spokesman said. The network started broadcast- ing color programs in September because it wanted to train person- nel and gain experience in color- casting. Over 40 affiliates have been broadcasting the programs, the network reports. "We are looking forward to an expansion of color telecasting on the network in the 1963-'64 sea- son," says Leonard H. Goldenson, president of ABC-Paramount Thea- tres, Inc. Program studies. Studies by ARB on color programs in Omaha last spring, show that color pro- grams are viewed much more heavi- ly in color homes than black and white homes. Three tv stations and 340 tv diaries — 173 for black and white and 167 for color — were the ingredients of the study. The results were an excellent showing for color program tune-ins. The facts of the study pointed out: 1. Evening programs in color have nearly twice the ratings in color homes as in black and white homes. Behind the substantial ad- vantage achieved on the average by color programs in color homes, individual program advantages ranged from 38% to 160%,. 2. There is no evident relation- ship between the type of color pro- gram and the rating it enjoyed in color homes. 3. The black and white pro- graming of a station carrying color programs also rates significantly higher in color homes than in non- color homes. The implication seems to be that a color station es- tablishes a viewing pattern in color homes which carries over to its black and white programing as well. ^ SPONSOR/31 DECEMBER 1962 Locol color tv programing Local color shows aid spot clients Local stations progress, aided by catalog of in-color movies, car- toons, syndicated fare, spells boom High-rated color programing is not a network specialty. During 1963, there'll be as much. and often more, local color programing in ma- jor markets as there is on all three networks. New York's independent WOR-TV, lor ex- ample, takes considerable pride in pointing oui thai its percentage ol color program hours weekly (29%) is almost the same as that ol color-oriented network flagship WNBC-TV (30%) , thanks largely to multi-run colorcasts of feature movies. Chicago's independent WGN-TV has much the same story to tell. During 1962, with no network service, WGN-TV televised some Local color starts with traditional "special events" Annual color event at WFIL-TV, Philadelphia, is coverage of New Year's Da) "Mummers Parade" with its costumed marchers. WFIL-TV has been in local colorcasting act since 1 953; now carries over 20 hours of local color per week pev-? TBU5 KS IJb^9? 9£E Syndicated color film series growing "Cameo Theatre" reruns are in color NBC Films' "Danger Is My Business" 1,700 hours in color, relying on a mixture of colorcast sports, local programing and syndicated pro- grams and features. Network affiliates don't always take their color cues from network headquarters in New York. Many colorcasters. Philadel- phia's WFIL-TV, a basic ABC af- filiate, naturally carries ABC TV's limited color program schedule. But WFIL-TV has been in the lo- cal colorcasting act since 1953, and now carries more than 20 hours of local-level color each week. About half of this is color film; the rest is WFIL-TV-produced. The list of stations active in lo- cal color programing goes on and on — WLW-TV, Cincinnati, a color pioneer which carried over 40% of its schedule in color during 1962; WBAP-TV, Fort Worth -Dallas, SPOT ADVERTISERS seeking lo- cal exposure in filmed-for-tv color series, either off-network reruns or syndicated live-action shows, face limited choice now. More color series ("Bonanza," "Lara- mie," etc.) will eventually go into rerun after network exposure and choice will grow. ITC, Sterling, Flamingo, NBC Films, Bill Bur- rud, Banner, UAA, MGM and Offi- cial are among film firms offering new or rerun color film series to stations (apart from cartoons). MGM's color-filmed "Northwest Passage" which has colorcast all its local live shows since the fall of 1960; WHDH-TV, Boston, one of the few major-market stations which can claim that it's been colorcast- ing ever since it went on the air; WFGA-TV, Jacksonville, whose en- tire plant was built for color and whose Christmas Symphony special with the Jacksonville Symphony Orchestra is an annual color high- light; WNEM-TV, Saginaw-Bay City-Flint, which recently staged a color promotion with local RCA dealers whereby window-displayed sets were tuned to colorcast post- 1950 movies (from Seven Arts) on the tri-city station. There are lots more. As early as the spring of 1960, KMTV, Omaha, televised a full day's pro- graming in color — 17 hours — as the topper in a week-long "Spring Into Color" promotion; local eye- stoppers in Minneapolis-St. Paul are KSTP-TV's pair of "color cruis- er" mobile units, each 35 feet long and able to house full color remote facilities; WNBQ, Chicago, counts more than 15 local advertisers cur- rently using color commercials on the station, with most of them pro- duced on color tape by the NBC- owned outlet; WTMJ-TV, Mil- waukee, not only has a daytime series, What's Neiu In The Kitch- en, which can claim to be "the oldest tv cooking show in the U.S.," but regularly airs it in color; WGAL-TV, Lancaster, Pa., has now become the only U. S. tv station re- ceiving a color tv ad budget from Hershey Chocolate — it's used for a color spot campaign for a Hershey- owned hotel in the station's color- cast movie features. Lure spot advertisers. Local- level color programing is designed to attract spot advertisers. From the viewpoint of the national-level client, local color shows offer a chance to reinforce the impact of network color and to pinpoint special market situations. From the viewpoint of the regional ad- vertiser or the local tv client, local color shows offer the only practical way to get into color tv. When you talk about the top- rated buys in local-level color pro- graming, you are largely talking — with the exception of some local specials and seasonal sports — of col- or feature movies. There's a good reason for this. Live network color programing has little or no syndicated rerun poten- tial. Few stations are equipped with colorized tape playback fa- cilities, and good color kinescope prints are still in the experimental stage. There are some well-rated color film programs on networks — Bonanza, Laramie, The Flintstones, etc. — but these are still in first-run play, and won't be available as local-level color reruns for now. Agency timebuyers have a wide choice of spot availabilities in re- run packages which have had suc- cessful network exposure, but prac- tically all of them — particularly the shows with the best rating 38 SPONSOR/31 DECEMBER 1962 track records — are black-and-white film series. What's left, apart from features? Program types. Several syndica- tors are offering color film shows, but for the most part these fall into the category of cartoon pack- ages (which attract loyal moppet audiences but are hardly nighttime program vehicles) or true-adven- ture or action-adventure film series which have only moderate star values. There is, of course, the area <>l locally-produced color shows — day- time programs, sportscasts, news, weather shows, modest-budget va- riety programs, shopping programs, and occasional local blockbuster specials centering on major civic events or holidays. Sue h programs pull a strong oai in the local rating regattas. But, more often than not, theii time periods pul a ceiling on maximum potential audience, and station program budgets (and local talent availability) put an outside limit on their name values. Thus, the big-name color feature film plays a primary role in local- level colorcasting, and in provid- ing spot advertisers with a strongly- rated vehicle to attract prime-time family audiences. An interesting, il somewhat ironic, fact is that (he widespread use ol color in feature movies is a post-tv phenomenon. In the days before tv began to cut deeply into the movies' box office figures, a picture filmed "in Glorious Tech- nicolor" was something ol an event. With the sharpening of t\ competition, Hollywood and the movie industry began to turn to tv's then-weak points -color, wide sc reen pnx esses, all-stai c asts. Color movies big. Now, the verj coloi movies which were launched against t\ are playing the leie.il color tv circuit -with considerable rating success. Something ol a landmark in local-level coloi t\ was set on the night ol 20 June IW1 in New York City. That was the night on which WOR-TV locked horns in prime time (9-11:15 p.m.) with three network flagships and the eit\'s independent stations to tele- vise— in color — a blockbustei post- Mi.')!) picture, hand-pie keel from Most new tv cartoon packages are filmed in full color New Kim; Features Popeye series pieks up, in color, where Riming of Warner ilie.itiie.il cartoons left ofl Made-for-tv cartoon series— from Kin^ Features, CBS Direct transition from color newspaper comu strip to Films. frans-Lux, fayark, etc.— stress color filming color-film tv series can be seen in Beetle Bailey SPONSOR/31 DECEMBER 1962 Feature films in color are to local television stations "Big Preview" pulled big local color rating In June. 1961, prime-time movie showcase was launched bv WOR-TV, N. V., with colorcast ol "The High and the Might)," a film seen by 50% of color homes in N. Y. area Warner Bros, color features are popular buys Typical of Hollywood-made color features sold to stations by Seven Arts is WB's "East of Eden" (James Dean; Julie Harris) produced in 1950s. Color print cost has dropped Seven Arts Associated's list of avail- able color movies. For admen who may have for- gotten the figures, this was the re- sult: A special Trenclex study in New York's color tv homes was made. The movie, "The High And The Mighty" starring John Wayne as the headliner of a strong cast, was seen that night by no less than 50% of color-tv-owning homes in the New York area. It clobbered the network competition. The novelty factor of watching recent Hollywood movies in color on tv has somewhat worn off, but the ratings continue to be strong in many markets — particularly in color tv homes. Although most major film dis- tributors are now attempting to forge closer informational links between themselves and the agency- advertiser circuit, the average ad- man (and, certainly, the average timebuyer) has only a foggy no- tion of the over-all picture in color feature films. Feature film basics. Here, then, are some basic facts on features in color for advertisers who are using spot color campaigns: According to Broadcast Informa- tion Bureau (an independent or- ganization which publishes the in- dustry's best-known tv film-buying catalogs and data services) , there are a little more than 10,000 fea- ture films available to the tv mar- ket. This includes everything from major features only a few seasons old to ancient product which has little more than museum value. Of these 10,000-plus features, about 1,200 tv-available movies are in color. This represents about 11.5% of the grand total. How- ever, the majority of what's avail- able in the way of color movies is of post- 1948 origin. The huge libraries of pre-1948 pictures are largely black-and- white. The Paramount backlog handled by MCA-TV, for example, has only about 38 color movies out of some 700. The pre-1948 War- ner backlog of several hundred pic- tures has only about 25 in color. Post '48 catalogs. In the post- 1948 catalogs, things are different. Having selected its post-1948 War- ner movie product with an eye to color in the first place, Seven Arts Associated now offers — at a reduc- tion in color lab costs, incidental- ly— nearly 51% of its features in color, as well as black-and-white. Somewhere between 20% and 40% of the post- 1948 groups being of- fered by MGM-TV consists of color-filmed movies. About 25- 35% of post-1948 features sold by Screen Gems, United Artists, Lo- pert Pictures, Twentieth Century- Fox (the off-network runs of 20th- Fox pictures which have played NBC TV's Saturday Night At The Movies) , Jayark, Allied Artists, and a few other key distributors is in color. Color prints of movies are no- ticeably more expensive than black-and-white prints, although the price has dropped gradually as tv sales volume of color movies has increased. In general, color feature prints cost anywhere from two to four times more than a monochrome print of the same feature. Whether this cost is passed along to advertisers (in terms of special ■ program charges added to a time availability, or by other method) , or whether it is absorbed by the station as part of its color develop- ment costs is something on which there is no hard-and-fast rule. Syndication. In other local-level syndication areas there is only a limited selection of color-filmed live-action programs. Key items: Sterling Television syndicates 78 half-hour episodes of Adventure Theater. Independent Tv Corp. has Best of the Post (26 half- hours) and Golf Tip of the Day 40 SPONSOR/31 DECEMBER 1962 what color specials are to the national television networks i umW**--'1 Star values are strong in post-1948 features MGM-TV's "Summer Stock" (Jud) Garland, Phi] Silvers, Hans Conreid, Gloria de Haven) can be bought as coloi Feature. Screen Gems, Allied Artists, etc., also olhi color Color adds impact to features on local tv A strong post-1950 movie, such as "Don't Go Neai 11k Wain." will ])iill hefty ratings in black-and-white i\ homes lint will have long-term residuals as color t\ base grows (195 five-minute capsules) in col- or. Flamingo Films has 9(> coloi episodes of Stars of the Grand Ole Op'ry. NBC Films lias Danger Is My Business (39 half-hours) and Cameo Theater (26 half-hours) . Bill Burrud Productions has a trio of color film series, each deal ing with true adventure and each having 39 episodes. Banner Films has a color oldie, Judge Roy Bean, and United Artists has Cisco Kid (26 half-hours) and Keyhole (52 half-hours). Official Films has 11 color episodes of Sir Lancelot. 1 here are others, but not many. Most of the new-program excite- ment in the syndication field, as far as color is concerned, is linked to the booming field of cartoon series. Among new cartoon series, color is a rule, lather than an ex- ception— a fact spot advertisers wishing to reach tv's young viewers would do well to keep in mind. King Features, for example, picked up where the one-time the- atrical-release Popeye cartoons left off, and now lias 220 new Popeye cartoons in circulation. All are available in color. The same firm, which sells color versions of its cartoons to about 10% of its sta- tion customers, is also marketing a trilogrv of new cartoon packages — Beetle Bailey, Barney Google & Snuffy Smith, and Krazy Kat. Again, all are in coloi . Trans-Lux's Felix The Cat is color-filmed. So is fayark's Bozo's Cartoon Storybook , Sterling's Cap- tain Sailor Bird Cartoons. CBS Films' Deputy Dawg, Official Films' Spunky and Tadpole. ITC's Diver Dan, Teledynamics' Out ol the Inkwell. Such other moppet- appeal cartoon series as Clutch Cargo, Mr. Magoo, the Hanna- Barbera cartoons, Duk Tracy , Davey and Goliath are filmed in color. Those, then, are the types ol pro grams available on color film to stations — features, rerun color film series, cat toons — which can he aug- mented b) local live color shows. And those, in turn, are the bash color program vehicles which will be offered h\ stations during 1963 to spot-level advertisers. Rapid rise. Speech development of local-level color and stead) in- crease in local color program hours have been possible onh because many local broadcasters have been strongly behind color since the mid- 1950's. Focal stations began color experimentation, in mam cases. several years before network color programing started. Some stations were built for color within two year's of FCC's approval <>f the RCA-developed system. Well known loi successful local colorcasting (in addition to sta- tions mentioned earliei in this re- port) are sue h stations as W \\ I I V. Louisville; W'RC 1 \ . Wash- ington; KTVU, San Francisco; WSAZ-TV, Huntington, W. Va., and WWJ-TV, Detroit. WW I 1 \ , Louisville, and WB \l I \ . Balti more, are choice examples <>l Sta lions with new pi. mis equipped loi all t\|)cs ol local-level coloi live, tape and film. Local advantages. Generally speaking local color-equipped su tions stress colorcasting because: 1 . Color brings added lo< al pi es- lige and identifies the station with a new advance in mass communica- tions. 2. Color attiacts nonnciwoik clients because regional and local advertisers see color t\ as .m in- creasing!) useful merchandising tool. .".. Higher local-level program ratings result from color programs I. Foe al retail color promotions help build strong viewei image ol a station, and also ( lc.ue c\< client le la i ions with merchants w hie h in turn develop new i\ spot husiness Stations like other businesses, can't stand still — and color reprc sents a new hontici . ^ SPONSOR/31 DECEMBER 1962 II In Chicago . . . the 305-acre Medical Center District comprises $270 million worth of facilities including the nation's largest concentration of hospitals, medical research and education. Shown here, in preparation, is a heart-lung machine in Presbyterian-St. Luke's Hospital where many surgical innovations have originated. In Chicago -WGN Television originates more color programming than any other station in the nation/ — the most respected call letters in broadcasting WGN IS CHICAGO 42 SPONSOR/31 DECEMBER 1962 Color tv commercials i",i i,;:' mi . ,l ' •:. An advertiser's viewpoint Amory Houghton, Jr., pres., Corning Glass Regretting that Coming's commercials had not been seen in color on the Lincoln Center open- ing telecast, Houghton recently cited their im- pact at plant and civic showings, making these remarks about color tv: "I cannot help but feel in looking back at what we did vs. what we could have done that color television provides perhaps the most promis- ing advertising medium this communications- mature country of ours has ever seen. "I've asked our advertising people if black and white television was the last major advance over radio as a communications medium, what next .... and have come to the conclusion that it will be perhaps not a revolution but an evolution into color. "It is possible to do a job with color that we have never been able to do before. It is one of the most terrific media of the future for Corn- ing Glass Works or any company." What's new in color commercials? Advertiser use of color increases as technical advances cut costs and impact is shown to be double By Wallace A. Ross There is universal respect among advertisers, agencies, and production companies for color's proven ability and exciting promise for television commercials. However, there exists a striking contrast in attitude's about using color now. A personal year-end survey has uncovered some pertinent material on advertiser and agin cy attitudes and involvement, production coin pany activity, cost lac tors, new processing tech niques, top-rated color commercials, and im- pact studies. Approximately 30 prominent advertisers arc SPONSOR/31 DECEMBER 1962 13 Network adver- tisers who use color spots regularly A.C. Spark Plugs American Tobacco AT&T Buick Bulova Carnation Chemstrand Chevrolet Chrysler Douglas Fir Plywood Du Pont Florida Citrus Ford General Mills Hallmark Heinz Hertz Ins. Co. of N. Amer. Kodak Kraft Liggett & Myers P. Lorillard Mohawk Mills Pgh. Plate Glass RCA Reynolds Metals R. J. Reynolds Tobacco Scott Paper Shell Oil Sperry & Hutchinson Wheeling Steel IIIIIIIIIIIUIIIIIIIIIII now, or shortly will be regularly scheduling color commercials in nighttime network color programs. They include such advertising titans as AT&T, Chevrolet, Ford, Kodak, Kraft and RCA, all of whom are almost totally colorized — even to the extent of continuing to use color spots in summer black and white film replacements. The various tobacco companies, several leading fiber fabricators, and other automotives give the list a very blue chip quality. (See box) On the other hand, the major package goods marketers — P&G, Lever, General Foods, Colgate, American Home, and their agen- cies— have shied away from color despite its acknowledged contribu- tion to package identification be- cause the color audience still rep- resents only 2% of the total home receiver potential. Said one of these companies: "We are not in tv for the exercise." But breeching of the one mil- lion color receiver mark plus in- creased color programing (which has been suddenly projecting ad- vertisers into color receivers at no additional cost in time or program charges) has a number of promi- nent abstainers taking a new look at their position on color. Technical advances in color film stock and in methods of producing quantity black and white prints from color negatives plus a drop in production and processing costs are added factors. Advertiser attitudes. Advertis- ers do like to see their products in color. They appreciate the pres- tige factors in "coming up color." They liVe to stay ahead of the game and certainly do not want the competition to get even the slightest edge by going to color first. They probably would not pay any realistic extra charges for telecasting either color programs or commercials until receiver cir- culation justified the added ex- pense, but the\ accept current ac- commodations gratefully. They initiate most of the interest in colorizing their commercials. To a certain extent, Jack Izard, acl manager for Chevrolet, reflects the prevalent feeling that "color has a new, important dimension to add to the total impact of commer- cials. When Chevrolet went to color in 1957, we were striving for the highest production values in the show itself. To be consistent, we felt that the viewer with a color set should be offered the same ex- citement in our sales message." Chevrolet's agency, Campbell- Ewald, undoubtedly is equally en- thusiastic after having produced over 200 color commercials for their client. Florida Citrus Com- mission, a new client, is taking the color plunge immediately, with daytime color participations set for NBC's The Price Is Right. An- other C-E client, Delco Division of CMS, after previous experience with color, is presently preparing commercials for both television use and for large-screen advertising in over 1,000 theatres. The subsidiary uses of color commercials for public relations, sales meetings, and other media were pointed out by Amory Houghton, Jr., president of Corn- ing Glass Works, when he ad- dressed TvB's 15 November lunch- eon meeting. Although telecast by CBS TV in black and white. Coin- ing's commercials during the Lin- coln Center Opening program had been produced in color. Wide- spread distribution of these insti- tutional messages at Corning plants, sales agencies and at civic functions has realized further bene- fits for the company. One overwhelming govern i'-^ factor about color is that the full- est utilization of its attributes are what make it most attractive to advertisers . . . and this tends to bring about added production values that lead to increased costs. Everyone along the line thinks bigger and the result is often a one- or two-minute masterpiece. Among recent award winners at the American TV Commercials Festival, color commercials for AT&T, Kodak, Chevrolet, Wins- ton, and others have been particu- larly well received. Agency interest. Agencies which are heavily involved with color con- tinue to be f. Walter Thompson (RCA, Kraft, Eastman Kodak. Ford) , N. W. Ayer (AT&T, Insur- ance Co. of North America) , Doyle Dane Bernbach (Chemstrand, Gen- eral Mills, Colombian Coffee Grow- ers) , and — to a lesser extent — Foote Cone &BeId!ng (Hallmark, Clairol), 44 SPONSOR/31 DECEMBER 1962 Lcnnen & Newell (P. Lorrillard) , Est) (R. J. Reynolds), BBDO (du Pont, American Tobacco) . JWT has been an exponent ol color since 1953 when the agency decided to "make things happen in color" and began testing. In mid- summer of 19515, the first Kraft Then tic was telecast with commer- cials in color. Kraft has been com- pletely colorized since 1956 and has even used color spots in black and white filmed summer replacement shows. Ford's color activity began in 1955 with its Star Jubilee spe- cial and the weekly Startime pro- gram. The agency feels that, apart from its ability to highlight styling and contribute to backgrounds, color enables Ford "to reach to the greatest extent every segment of the car buying public, even those who seldom watch television." For Eastman Kodak and Alumi- nium Ltd., the Thompson agency began shooting color footage as early as 1955-56 for both tv and in- dustrial film purposes. The agency has recommended color to t he- Brewers Foundation for its big tv musicals, to Lever, Chase &: San- born, Chesebrough-Pond's and oth- er clients. By 1961, with the Ford Show, with RCA on Bonanza, Beechnut and Nabisco on the Shirley Temple Show, Kraft on The Perry Como Show, JWT was accounting lor four of nine evening color pro giams on NBC. In each of the last three years, the agency has pro- duced in the neighborhood of 600 minutes of color commercials. Last year, Ford did not use color commercials because its program. Hazel, was in black and white. This year, with the program now in col- or, Ford is once again selling in color. No concession. Neither Ford nor its arch rival Chevrolet are willing to concede even the slight- est edge in advertising potential. Since Chevy picked up Dinah Shore in color in 1957, Campbell- Ewald*s color commercial produc- tion has jumped to where it now totals 75% ol its total. The agen- cy feels that within five to I" years all tv will 1)L' in color. The feeling is thai the color dimension adds immeasurably, and the added pro- duction cost is negligible, especial- ly since coloi taping foi commei < iaK can be fitted into the produc- tion pattern ol program taping. ">(»', ol C-E's commercials are videotape, and each spot usually gets four plays on the network. N. W. Ayei believes in and con sistentl) encourages us would be closer to 20% and more complex optical effects could bring it up further. Basic cost differences occur in film stud; and processing. Blaci white raw stock is figured at 13 cents per foot versus 10 tents for color. Editorial COStS are the same, hut the optical negative and fine grain master positive for color ore also double that of />'. M and a 10I01 print in eithei 15mm or 16mm is also double. Production differences for a quality commercial are minimal, exa that meticulous attention to color detail is needed. SPONSOR/31 DECEMBER 1962 15 Scenes from four award-winning tv color commercials The increasing number of color commercials on television and the natural emphasis on quality by advertisers led officials of the American TV Commercials Festival to pick the four commercials pictured here as product category winners at the 1962 Festival. Eastman Kodak, "Turn Around'1 AT&T, "Gee But It's Great to Phone" Winston (R. J. Reynolds), "Match Covers" Winston FILTER CIGAHRTTF.S riNEIt riLTCH FOK riNEK rLAVOK Chevrolet Corvair, "Swamp" in its field to advertise in color, having bought participations in NBC's Saturday Night at the Mov- ies and ABC's Sunday network movie. Ayer's big auto client, Plymouth, while it didn't program color this past year, is presently shooting about 20% in color with an eye to- ward additional theatre advertising and promotional use. Other color- conscious clients like Sealtest and Whitman's have sponsored special offerings in color. Right now, sev- eral additional clients have been inquiring about colorizing because they are not content to put black and white spots into programs they sponsor which have been added to NBC's color schedule. Burnett clients inquiring. The Leo Burnett Co. also advises that clients such as Kellogg's and Philip Morris, which had been placing b&w spots in shows which had been colorized, are inquiring about color for their commercials. Until about six months ago the agency had not been recommending color on the basis of low receiver circu- lation, but a combination of being able to obtain quality black and white release prints from color negatives and the generally height- ened interest in color has changed the agency's position somewhat. Doyle Dane Bernbach has been extremely active in color for the past six months, largely because its new client, General Mills, has been producing color advertising for its two color programs. The agency expects color's proportion of its production to jump to 30% in the 1962-63 season, almost double that of the past year. Actually, color commercials for Chemstrand have been winning awards since 1958 and the current campaign for Colombian Coffee has all been in color. While the agency recognizes that color production does involve much more effort and deadlines are tougher, it is recommending it and finds that clients want it. BBDO went to color briefly with du Pont as far back as 1953 but lias only used it sporadically since then, and only now, with the du Pont Show of the Week having been colorized by NBC, the agency AVAILABLE NOW-THE NATION'S FINEST FACILITIES FOR LOCAL LIVE COLOR TELEVISION! Already the largest television operation in the Northwest, KSTP-TV has added, in the last year, more than 24,000 square feet of modern facilities designed exclusively for color television production. This includes a studio accommodating 400 people with the most advanced stage facilities ever constructed for continuous, live color programming which may be viewed on built-in color monitors. By once again taking the initiative, KSTP-TV continues to demonstrate its leadership in this fast-moving industry . . . another reason why it continues to be "the Northwest's first television station." Represented by Edward Petrv & Co., Inc. The Original Station Representative KSTP-TV 100,000 WATTS • NBC MINNEAPOLIS • ST. PAUL SPONSOR/31 DECEMBER 1962 35mm COLOR NEGATIVE TO BLACK & WHITE PRINTS has begun to produce a number of commercials in color lor the same client. Generally, there will be one color commercial per show during this season, with the agency testing color's ability to show oft du Pont's fibers, building supplies, and other products to advantage. One other significant color effort, the Lucky Strike Remember How Great spe- cial of 1961, produced an award- winning series of color spots at that year's American TV Commercials Festival. The agency also, of course, represents Corning Glass, whose president's color opinions are stated at the beginning of this story. Other principal agencies report that they are experienced and equipped to provide color commer- cials whenever clients request. Those with package goods accounts and clients who buy one-minute wild spot markets and daytime par- ticipations have not wanted to rec- ommend color investment. The me- 48 chanics of the medium do not en- courage color for moving in and out quickly or for broad coverage. They point out that while it may be economically sound for an auto maker to try to influence the less than 2°0 of the populace with col- or tv receivers, it is not sound for the seller of grocery shelf items. Ultimate key to agency attitudes, however, is the client's attitude and there is an increasing feeling evi- dent among advertisers that their products should be identified to their very best advantage regardless of all other factors. Technical developments. Al- though most color commercials have been designed for network telecast on a one to four time basis, new developments offer the assets of further black and white distrib- ution for the spot market at rea- sonable cost and little delay with- out sacrifice of original production quality. An Eastman color film negative, in use only since July, is providing sharper, less grainy, and better con- trasted color film that telecasts bet- ter in both color and monochrome. More significantly, an improved panchromatic master positive stock now allows for high quality multi- ple black and white release print- ing from the color negative at neg- ligible cost and minimum delay. Color film's built-in cost factors and processing delay have until re- cently been a deterrent of sorts to advertisers who have to meet air deadlines and who are exceedingly cost-conscious in light of high tal- ent residual obligations. At one time, it actually was the practice to expose both a color and a black and white negative in order to get satis- factory prints in both. And the processing delay for color was as high as 30 days. Today, with a cost increase for color production and processing SPONSOR/31 DECEMBER 1962 Technical improvements in color film give commercials more quality, reduce costs Improved color and pan master film stock providei broadei advertising coverage by using less expensive black and white' quantity prints made from original color negatives. 1. Color negative can be printed as a 35mm black and white print. 2. ... or reduction printed to give a 16mm black and white print. 3. Or from the color negative, a panchromatic master is made to give the proper black and white tone rendition. Then a 35mm dupe negative is prepared. From it and from a 35mm sound track negative, black and white composite sound and picture prints are made. 4 or from a 16mm dupe negative and a 16mm sound track negative, 16mm composite prints can be made. Courtesy of Audio Productions averaging between 20°o and 30% more than black and white, the amount in round figures for a qual- ity minute commercial is only an additional $1,000-2,000. Processing time has been cut clown to two weeks and can be cut to a week if premium prices are paid. Addition- ally, with quality b&w prints from color negative costing as little as S75 for the pan master plus $9 or so per release print, broad market coverage is facilitated. Already selling twice as much color negative stock for programs and commercials as a year ago, Eastman Kodak, according to D. E. Hyndman, v. p. of its professional motion picture department, plans to introduce a new 16mm inter- negative printer that will shorten the lab process and costs for 16mm color prints even further. Developments in color videotape- parallel those for film. Jerry Mad- den, director of NBC's TeleSales unit, advises that production cost factors are now as little as 2 -.">' ', higher than for black and white. Better tubes and circuitry plus the new. improved film stocks have en- abled NBC to develop a color kine- scope, direct from electronic cam- eras to film, that will allow adver tisers widespread subsidiary distrib- ution of their color spots. Film house observations. "A good color commercial is much more than a properly exposed neg- ative," notes Matt Harlib, who his produced numerous Kodak and RCA color commercials at |. Wal- ter Thompson. 'Ol course, each cameraman brings his own inclina- tions to color photography, bin knowing how to follow through and obtain outstanding color cor rectcd prints is a ke\ factor . . . and experience helps, particularly when trouble is encountered. Sonic production linns, naturally, have developed more than others in this i espei t ." 1 1. ii lil) feels. \i i ually, coloi piodiK non his accounted foi not mu< h more th.ni ol total even .it such leading him i ompanies .is Vudio, F ilmways, MPO, .nicl VIM. iikI most ol n has been foi the k(^ group ol adver 1 1 sets who aic heavil) involved with c oloi . Up .nicl ( oming In ms hk( Tele-Video report a receni upsurge in color work, but this parti) re Meets the general business growth the) .iic experiencing. Animation firms sue h as I lektra, Peli< an, and Pintofl gel ( .ills loi (dim frequentl) because the- step from bvw to coloi inking and painting is not a large one. ()i course all established dim firms have been producing some color commercials and a great deal moie industrial color dims foi years. Morton Dubin, ac< omit pro duction supervisoi lot MPO, key- notes the general impression that color activit) will increase in a snowballing fashion rather than bv modest annual percentages once re ceiver circulation justifies more ad vertiser interest. MPO's new major production lacililies include pro- visions lor increased lighting, air conditioning, and construction fa- cilities in expectation of added col or work. Measuring impact. "Seeing the commercials in color was the same as shopping in a stoic" — housewile interviewed lor I960 Crosle) Sur vey. At least seven surveys during the past half-dozen years have left little doubt about the added impact and persuasiveness ol color commer- cials. Most frequentl) cited arc- the I960 surve) made b) Burke Re- search ol Cincinnati lor Crosle) Broadcasting, Schwerin Research testing lor RCA Victor Appliances in 1956 and 1957, and an VRB surve) in Omaha in \f.i\ 1962. Crosley study. A comprehensive stud) ol ratings was ( ondui ted b) Burke Marketing Research, Inc. lor the Crosle) Broadcasting Corp. Ibis analysis included more com- prehensive data on impact and persuasiveness. rheCrosle) sui\c\ (seechari page .">!) indicated that: "Commercials in SPONSOR/31 DECEMB1R 1962 I'.) color sell 69% more prospects than the same commercial in black and white . . . the average rating for color shows in color set homes is more than double those in black and white receiver homes for the same show . . . overall persuasive- ness of color commercials is 2i/> times that of black and white . . . commercial points recalled are three times that of b&w . . . color viewers watch more of the program than b&w viewers." Crosley studies showed the aver- age rating for color shows: 44; for black and white — 24. But perhaps more important for advertisers, it was found that the impact of color is such that in effect 1,000 color homes are equal to 3,589 black and white homes. It was found that more people watch the show in color than in black and white; a greater share of these people recalls the advertising; a greater share con- siders the advertising to be persua- sive; a greater share remembers de- tails of the advertising; this greater number remembers more details per person; these color viewers watch more of the program than viewers in black-and-white set homes. In short, color superiority over black and white as far as com- mercial impact is concerned is 3i/2 to 1. Schwerin's figures, though slight- ly different, substantiated Crosley's by determining that "if you show viewers a commercial in color it will on the average cause 50% more of them to want the product than when they see the identical com- mercial in black and white . . . and less than one in 10 color com- mercials tested failed to move a significant number of people to want the product, while one in three were ineffective in black and white. Schwerin's testing also dis- closed that women are more influ- enced by color than men, that sen- sory appeal products benefit more from color than others, that com- mercials in the middle range of effectiveness benefit most by color, while very good or bad b&w spots would not benefit from color, that natural settings tend to be more effective than showcase settings, and that distracting use of color de- creases effectiveness." Impact Study. Color commer- cials in black and while programs, proved effective in the Impact Study conducted by Wiliam Esty sr Sixteen color commercials that are considered outstanding Award winners in the American Tv Commercials Festival & nominees in SPOISSOWs survey of station managers COMMERCIAL AGENCY PRODUCER Aluminium Ltd.'s "Man & Wife" AT&T's "Gee But It's Great to Phone" Winston's "Match Covers" J. W. Thompson N. W Ayer Esty Group Prodns. Pintoff Prodns. Chemstrand's "Don't Forget Your Nylons" Doyle Dane Bernbach EU&E Chevrolet's "Chevy Visits New York" Campbell-Ewald Arco Prodns. Corvair's "Olympics," "Oasis," "Swamp" Campbell-Ewald Woodbum, Walsh Eastman Kodak's "Turn Around" & "Take a Picture" J. W. Thompson Filmways Falcon's "Peanuts" series J. W. Thompson Playhouse Pictures GTA's "Finger Painting" Colle & McVoy, Mpls Snyder Films Hallmark's "Hand of Man" FC&B VPI Prodns. Kraft's "Recipe" series J. W. Thompson NBC TV, New York Lucky Strike's "Match" & "Record Offer" BBDO MPO, NBC Tape RCA's "Entire Campaign" J. W. Thompson MPO, Filmways, others Pelican Prodns. 50 SPONSOR/31 DECEMBER 1962 ■l^HHHBBBHB Crosley study measures the impact of color vs. black & white Network programs studied: '"The Perry Como Show," "The Dinah Shore Show," "'Hallmark Hall of Fame" RATING Color sets Average of three shows B&W sets % Difference % of color/ b&w sets in homes contacted that were tuned to test program SETS-IN-USE 44% 24% 83% % of color/ b&w sets in homes contacted that were turned on during test period SHARE OF SETS-IN-USE 62 54 + 15 % of color/ b&w sets turned on in homes contacted that were tuned to test program PERSUASIVENESS 71 43 65 Average % of respondents who said each commercial made them want to buy product AMOUNT OF VIEWING 22 13 69 Average % of respondents saying they saw: All of show More than half Less than half COMMERCIAL RECALL 60 19 21 42 19 38 +43 45 Average % of respondents who correctly recalled each commercial 59 44 Total number of completed interviews with viewers of color sets 639; black-and-white sets 507 34 < 1 Co. and NBC. On 25 January 1961, Salem color commercials were broadcast during a leading black and white program. A small-scale study was set up to measure the im- pact of these commercials: this ex- perimental study indicates that there are sponsor benefits to adver- tising products in color on black and white programs. Those exposed to these color commercials also feel that color commercials are more impressive, they increase product interest, and that more of this form of advertis- ing shoud be employed. Moreover, better than eight out of 10 color owners normally have their sets ad- justed to receive color at an) time, indicating a high potential for color commercials placed on black and white programs. The results of this study cannot be compared directly to those from research investigations. However, it is apparent that this impact is not as great as can be obtained from "full color" — commercials and programs in color. A stuch ol "lull color" impact indicates, as an example, that the commercial re- call differential is more than dou- ble that obtained by "partial" col or sponsorship. Also, the audience lor color programs among color homes is twice as huge as the audi ence lot these s.une programs among black-and-white set owners. rhe mosi recent survey l>v \\<\\ in Omaha, where KMTV alone ol three stations is colorized, indicated that evening color programs receive ratings S'_,(,(, higher than the- same show receives in b&W homes. The same survcv indicates thai color set owners are more likely to watch the color station even when b&W shows are sc heduled. Instances like this, when a color commercial comes up in the mid die of a black and white- program have been characterized bv more than one advertising man: "like turning up the sound." ^ SPONSOR/31 DECEMBER 1962 51 Color tape equipment RCA color tape installation at WBAP-TV, Fort Worth, is typical ol color tape facilities in use at over 33 stations llllllllllllllllllll!lll!!lllllllll!l!!!lllll!llllllllllllll!!!l]!llllllllim:i[llllllllllllllllli:illlllll!lll!ll!llli:illlllll| Color broadcast facilities linilNllllllllllllll!lllllllllllltllll!llllll!lllll!i:illllllllll!lll||||ll|mil|!||||||!||||||||||!|||l|l|l!|||l||||||||||i!i: Live color equipment WGN-TV. Chicago, color camera picks up live action at Co- miskey Park. Such cameras are used on remotes, in studio Tv stations step up color facilities : z: : zizzzzzzzz: zzl h.~ ~~z 394 stations equipped for net color . . . 126 color film ... 54 have live color ... 36 color tv tape Color film equipment Typical station color film installation is this one at KSTP- TV, Minneapolis. Shown is complete complement of units Advertisers and agencies interested in using color on a network or spot basis will be particularly interested in the list on the following pages of color- equiped U.S. tv stations. Four distinct types of equipment are now available. 394 stations are able to take and transmit network color shows (including many CBS TV affiliates) . 126 stations can telecast local color film. (Marvin Rosene, v. p. KSTP-TV, Minneapolis, says, "All other things being equal, I will buy color features and syn- dicated programs to black and white.") 54 stations have the cameras and other equipment for local live tv color, and are using it widely for sports, newscasts and local commercials. 36 stations have installed color tv tape equipment which provides a wide range of color uses. SPo State and City ALABAMA Birmingham Network Color local Live Local Film Color Tape vvHri-i v WBRC-TV • .. • Decatur WMSL ( Dothan WTVY Florence WOWL-TV , Mobile WKRG-TV , Mobile-Pensacola WALA-TV , Montgomery WCOV-TV , WSFA-TV , ARIZONA Phoenix KOOL-TV KPHO-TV KTAR KTVK Tucson KGUN KOLD-TV KVOA-TV Yuma KIVA-TV ARKANSAS El Dorado KTVE Little Rock KARK-TV KTHV CALIFORNIA Bakersfield KERO-TV • Chico KHSL-TV . Eureka Kl EM-TV . Fresno KFRE-TV . KJEO-TV . .' kmj-tv • ; Los Angeles KABC-TV • . KCOP-TV . KHJ # KNXT . ; . KNBC ... KTLA • • . KTTV . Redding KVIP-TV • Sacramento KCRA-TV # . KXTV . # Sacramento-Stockton KOVR . Salinas-Monterey KSBW-TV . San Diego-Tijuana KFMB-TV • XETV . Color broadcast facilities State and City San Francisco KGO-TV KPIX-TV KTVU KRON-TV San Jose KNTV Ssnti Barbara KEYT Network Local Color Live Local Film Color Tape KOGO-TV COLORADO Colorado Springs KRDO-TV Colo. Springs-Pueblo KOAATV Denver KBTV KLZ-TV KOA-TV Grrni Junction KREX-TV CONNECTICUT Hartford WHCT WHNB-TV WTIC New Haven WNHC-TV DIST. OF COLUMBIA Washington, D. C. WMAL-TV WRC-TV WTOP WTTG-TV FLORIDA Daytona Beach-Orlando WESH-TV Jacksonville WFGA-TV • • . . WJXT-TV • Miami WCKT . . WTVJ • . . Orlando WDBO-TV • Palm Beach WPTV # Panama City WJHG-TV • Tamna WFLA-TV • . WTVT • . GEORGIA Albany WALB-TV • Atlanta WAGA-TV • . WSB-TV • . Augusta WJBF • Columbus WRBL-TV • WTVM • Macon WMAZ-TV • . Savannah WSAV-TV • WTOCTV • SPONSOR/31 DECE\fBF.R 1962 Get set for '63 THE BIG YEAR FOR COLOR pecify RCA IMAGE ORTHICONS for your cameras 1W Be ready for the heavy color telecasting schedules coming up by installing RCA-4415's and RCA-4416's now. These RCA Image Orthicons in matched sets of three— two RCA- 4415's for red and green channels and one RCA-4416 for the blue— are highly recommended for color cameras uti- lizing simultaneous pickup. At ordinary black and white lighting levels, these tubes produce excellent pictures in color receivers as well as high-resolution pictures with normal tone rendition in black and white receivers. Preci- sion construction, field-mesh, plus closely matched charac- teristics assure uniform color in both highlights and in the background over the entire scanned area. Because they operate under normal black-and-white studio lighting conditions, you will not have the problems of high scene-lighting temperatures, the need for extra air conditioning and many of the other lighting costs formerly associated with indoor color pickup. RCA-4415 and RCA-4416 are but two of RCA's broad family of Image Orthicons. For fast delivery on these and others in the line, see your authorized RCA Distributor of Broadcast Tubes. RCA's Family of Color Image Orthicons Includes : RCA-4401 : Supplied in sets of three tubes having matched characteristics and providing very high sensitivity in low light-level studio and outdoor pickup. RCA-7513: For highest-quality color TV where conven- tional color lighting is available and can be controlled. This type is also available in matched sets as RCA-7513 VI. This attractive brochure, contain- ing pertinent information on the RCA line of Camera Tubes, is avail- able through your local distributor. Ask for: RCA Camera Tubes — (1CE-262). mu RCA Electron Tube Division Harrison, N.J. THE MOST TRUSTED NAME IN TELEVISION State and City Network Color Local Live Local Film Color Tape Thomasville WCTV HAWAII Honolulu KHVH-TV KONA IDAHO Boise KBOI KTVB Lewiston KLEW-TV Twin Falls KLIX-TV ILLINOIS Champaign WCIA Champaign-Urbana WCHU-TV Chicago WBBM-TV WBKB WGN-TV WNBQ Peoria WEEK-TV WMBD-TV WTVH Quincy WHQA-TV WGEM-TV Quincy-Hannibal, Mo. KHQA-TV Rockford WREX-TV WTVO Rock Island WHBF-TV Springfield^Decatur WICS INDIANA Evansville WEHT WFIE-TV WTVW Fort Wayne WANE-TV WKJC-TV Indianapolis WFBM-TV WLW-I WISH-TV Muncie WLBC-TV South Bend-Elkhart WNDU-TV South Bend WSBT-TV Terre Haute WTHI-TV IOWA Cedar RapTdT WMT-TV Des Moines KRNT-TV WHO-TV WOI-TV Davenport WOC-TV Color broadcast facilities State and City Network Color Local Live Local Film ■ Color Tape SPONSOR/31 DECEMBER 1962 Fort Dodge KQTV . Mason City KGLO-TV . Ottumwa KTVO . Sioux City KTIV . KVTV . Waterloo-Cedar Rapids KWWL-TV • KANSAS Great Bend ■ KCKT-TV # Goodland KBLR-TV # Pittsburg KOAM-TV Topeka WIBW-TV * Wichita KAKE-TV . KARD . KTVH # • • KENTUCKY Lexington WLEX-TV # • • Louisville WAVE-TV . WHAS-TV . • • • • Paducah-Cape Giradeau-Harrisbure KFVS-TV # WPSD-TV # LOUISIANA Alexandria KALB-TV Baton Rouge WBRZ . Lafayette KLFY-TV . Lake Charles KPLC-TV * Monroe KNOE-TV • New Orleans WDSU-TV • WWL-TV • • • • •• Shreveport KSLA-TV • KTAL-TV • KTBS-TV • • MAINE Bangor WABI-TV • WLBZ-TV • •• - Portland WCSH-TV • WGAN-TV • - MARYLAND Baltimore WBAL-TV • WMAR-TV • • • • Salisbury WBOC-TV MASSACHUSETTS Boston WBZ-TV 55 State and City Network Local Color Live Local Color Film Tape WHDH-TV WNAC-TV • • • • Springfield-Holy oke WWLP • MICHIGAN Detroit WJBK-TV WWJ-TV WXYZ-TV • • • • • Flint WJRT • Grand Rapids WOOD-TV • Kalamazoo WKZO-TV • Lansing WJIM-TV • Lansing-Onondaga WILX-TV Marquette WLUC-TV Saginaw WKNX-TV Saginaw-Bay City WN EM-TV • Traverse City WPBN-TV • MINNESOTA Alexandria KCMT • Duluth-Superior, Wis. KDAL-TV WDSM-TV • Minneapolis-St. Paul KMSP-TV KSTP-TV WCCO-TV • • • • • • Rochester KROC-TV • MISSISSIPPI Hattiesburg WDAM-TV • Laurel WDAM-TV • Jackson WLBT WJ1V • Meridan WTOK-TV • Tupelo WTWV MISSOURI Columbia KOMU-TV • Jefferson City KRCG-TV • Joplin KODE-TV • Kansas City KCMO-TV KMBC-TV WDAF-TV • • • • St. Louis KMOX-TV KPLR-TV KSD-TV • • • Springfield KTTS-TV • KYTV • MONTANA Billings KGHL-TV • State and City Network Color Local Live Local Film Color Tape Butte KXLF-TV • Great Falls KRTV • NEBRASKA Hastings-Kearney KHAS-TV • Kearney KHOL-TV • Lincoln KOLN-TV • North Platte KNOP-TV • Omaha KETV KMTV WOW-TV • • NEVADA Las Vegas-Henderson KLAS-TV • Reno KLRJ-TV KCRL KOLO-TV • NEW MEXICO Albuquerque KGGM-TV KOB-TV • Roswell KSWS-TV • NEW YORK _ Albany W-TEN Binghamton WINR-TV WNBF-TV Buffalo WBEN-TV WGR-TV WKBW-TV • • • New York WABC-TV WCBS-TV WNBC-TV WOR-TV WPIX Raleigh WRAL-TV Plattsburgh-Burlington, Vt. WPTZ • Rochester WHEC-TV • WROC-TV • Schenectady WRGB • • • Syracuse WHEN-TV • WSYR-TV • WNYS • • • • Utica WKTV • NORTH CAROLINA Ashville-Greenville-Spartenburg WLOS-TV • Charlotte WBTV • WSOC-TV • • • • Durham-Raleigh WTVD • Greensboro WFMY-TV • Greenville WNCT • 56 SPONSOR/31 DECEMBER 1962 State and City Network Color Local Live Washington Greenville WITN-TV Wilmington WECT Winston-Salem WSJS-TV Local Film Color Tape Winston-Salem-Greensboro WSJS-TV NORTH DAKOTA Bismarck KFYR-TV Fargo WDAY-TV Grand Forks KNOX-TV Minot KMOT-TV KXMC-TV ValieTCity KXJB-TV OHIO Cincinnati WCPO-TV WKRC-TV WLW-T Cleveland WEWS KYW-TV WJW-TV Columbus WBNS-TV WLW-C Dayton WHIO-TV WLW-D Lima Wl MA-TV Steubenville WSTV-TV Toledo WSPD-TV WTOL-TV Youngstown WFMJ WKBN-TV Zanesville WHIZ-TV OKLAHOMA Ada KTEN Ardmore KXII-TV Oklahoma City KOCO-TV kwtv WKY-TV Tulsa KOTV KVOO-TV WichitaTalls KSWO-TV OREGON Coos Bay KCBY-TV Eugene KEZI-TV KVAL-TV Medford KMED-TV Color broadcast facilities State and City Portland KGW-TV KOIN-TV Network Color Local Live Local Film Color Tape PENNSYLVANIA Altoona WHP-TV WTPA Johnstown WJAC-TV Lancaster WGAL-TV Lebanon WLYH-TV Philadelphia WCAU-TV WFIL-TV WRCV-TV Pittsburgh KDKA-TV WIIC WTAE Scranton— Wilkes-Barre WDAU-TV WNEP-TV Wilkes-Barre— Scranton WBRE-TV RHODE ISLAND Providence WJAR-TV WPRO-TV SOUTH CAROLINA Charleston WCIV-TV WCSC-TV WUSN-TV Columbia WIS-TV WNOK-TV Greenville-Spartanburg WFBC-TV Florence WBTW Spartanburg WSPA-TV SOUTH DAKOTA Aberdeen KXAB-TV Rapid City KOTA-TV Sioux Falls KELO-TV KSOO-TV TENNESSEE Chattanooga WDEF-TV WRGP-TV Knoxville WATE-TV WBIR-TV Memphis WMCT WREC-TV SPONSOR/31 DECEMBER 1962 57 State and City Network Local Local Color Live Film Color Tape State and City Network Local Color Live Local Film Color Tape Nashville WLAC-TV • WSM-TV • .' TEXAS Abilene KRBC-TV • Amarillo KGNC-TV • Austin KTBC-TV • Beaumont KFDM-TV • KPAC-TV • Big Springs KEDY-TV • . Corpus Christi KRIS-TV • KZTV • Dallas-Ft. Worth KRLD-TV • . WFAA-TV . . Dallas KRLD-TV • . El Paso KROD-TV • KTSM-TV • Ft. Worth-Dallas WBAP-TV • • • « Houston KGBT-TV • KPRC-TV • •' .' KTRK-TV • »...,« Kouston-Harlingen KHOU-TV • • .,;•--» Laredo KGNS-TV • Lubbock KCBD-TV • KLBK • .' Lufkin KTR£-TV • Midland-Odessa KM ID-TV • San Antonio KENS-TV • KONO-TV • WOAI-TV • • • Sweetwater-Abilene KPAR-TV • • Temple-Waco KC EN-TV • Texarkana, Ark.-Tex. KTAL-TV • Tyler KLTV • Waco KWTX-TV • Weslaco KRGV-TV • Wichita Falls KFDX-TV • • KSWO-TV • • KSYD-TV • UTAH Salt Lake City KCPX • . KSL-TV • • KUTV •••'•' VERMONT Burlington WCAX-TV • • • VIRGINIA Bristol-Johnson City, Tenn. WCYB-TV • • Harrisonburg WSVA-TV Norfolk WTAR-TV • ' . WVEC-TV • Norfolk-Portsmouth WAVY-TV • # . Richmond WRVA-TV • # Richmond-Petersburg WXEX-TV • :■ . Roanoke WDBJ-TV • • WSLS-TV • • WASHINGTON Ephrata KBAS-TV • Pasco KEPR-TV • Seattle KIRO-TV • .. • ' **' KOMO-TV • • • • Seattle-Tacoma KING-TV • .. • Spokane KHQ-TV • • • • KREM-TV • .. • KXLY-TV • .. .. '; " Yakima Kl MA-TV • WEST VIRGINIA Bluefield WHIS-TV • Charleston WCHS-TV • Clarksburg ,-- WBOY-TV • Fairmont WJPB-TV • Huntington WHTN-TV • Huntington-Charleston WSAZ-TV • • • .. Oakhill WOAY-TV • Parkersburg WTAP-TV • Wheeling WTRF-TV • WISCONSIN Eau Claire WEAU-TV • Green Bay-Marinette WLUK-TV • Green Bay WBAY-TV • WFRV • Madison WISC-TV • • • WKOW-TV • WMTV • Milwaukee WISN-TV • • WITI-TV • WTMJ-TV • • • • Wausau WSAU-TV • WYOMING Casper KTWO-TV • Cheyenne KFBC-TV • 58 SPONSOR/31 DECEMBER 1962 Technical advances spur color on RCA executive explains improve- ments in live and film cameras, color tape, and new "M" channel By Charles H. Colledge Division v.p. and gen mgr., RCA Broadcast and Communications Products Division At this point in color tv's growth, an over-the- shoulcler look at equipment developed for the broadcaster is revealing both as to why the industry has come so far so fast, and as to where we go from here. The forward course has left a trail of technical advances that clearly have helped spur color to its current level of popularity. The path is marked by stepping stones, rather than by the footprints of giant strides, but the total effect has been to give color tele- vision a high standard of technical excellence in a relatively short time. Early color tv programs were put together under the most hectic studio conditions. Camera control operators "painted" their pictures and the finished result varied widely and wildly depending upon the ability of the man at the knobs. Matching cameras for a uniform picture from more than one source was a real headache, as was the matter of adjusting the camera during a broadcast and then moving back to a reference point. Before a color show could be aired, an abnormal amount of costly time was consumed in aligning cameras. Lighting was superbright, hot and expen- sive in deference to the low sensitivity of camera pick- up tubes. The wonder was that a broadcaster, plagued by these and other problems, ever got a color show off the ground and on the air. From the studio equipment standpoint, it was per- fectly obvious that color would have to be made into a science, rather than an art, if it were ever to become a practical medium. The need for improvements in equipment operation and performance, and for great- er simplicity, was pressing. We mounted a three-way attack on these problems, with the ultimate objective of making color as simple in technical execution as black-and-white television. Camera optics and yokes would have to be bettered to improve registration, color fidelity and picture reso- lution, and to eliminate spurious reflections in the received picture. Stabilized circuits, which would keep cameras in adjustment for long periods and eliminate pre-broad- cast alignment chores, were a must. We needed im- proved image orthicons of greater sensitivity to re- SP0NS0R/31 DECEMBER 1962 ducc the costl) drain <>l extra lighting and ah con- ditioning required in color studios. Beyond these immediate goals, we sei ourselves .1 longrange objective ol designing new live and film equipment that would achieve the maximum in both color and monochrome reproduction. Where neces- sary, we planned to nudge the state ol the art to ac- complish our ends. Our current color camera, which is a third gen- eration model, incorporates many of the things that we set out to do. In basic function this newest cam- era is almost identical with its predecessors, lint it embodies literally hundreds of improvements which, taken toegther, result in a dramatically-improved pic- ture. In stability, operating simplicity and picture reproduction, it represents the finest color camera available at the current state of the art. It uses color splitting optics (prisms instead of dichoric mirrors) for the critical technique of registering the three color pictures — the very heart of the color tv system. With a new, highly-sensitive image orthicon, the camera will operate over a wide range of lighting conditions. Covering the Macy Thanksgiving parade, NBC cameras turned in a superb performance work- ing with only 25 foot candles, a low level of light th.n would have been entirely unsatisfactory only a leu years ago. Main of NBC's excellent color shows arc produced with lighting levels that would have been considered substandard even for black and white onh a short time back. (Please turn to page 66) 59 'SPONSOR-WEEK Advertisers Continued Ice sculpture marks change from KENS KBAT, San Antonio, announced its new name and a complete programing revision by entertaining prominent San Antonians at the Tropicano Hotel. New sound is geared to an adult audience Happy Birthday to Hayden Huddleston WSLS-TV, Roanoke, personalities burst into the "KLUB KWIZ" show beiring t is fabuhu: cake to wish the show, its host Hayden Huddleston, and sponsor Fink's Jewelers a happy 'eighth' In the line of duty WCAU, Philadelphia, news reporter Bob Kimmel interviewed a porpoise trainer under water prior to opening of city's new Aquarama, as porpoise patiently waits turn. Tape was aired B. T. Babbitt has expanded with the acquisition of the assets of the Curley Co. of Camden, producer of private label detergents. It's estimated that the new com- pany will contribute some $5,000,- 000 to Babbitt's sales volume. Campaigns: A year-long spot radio campaign is planned in 1963 by Central Valley National Bank of Oakland, via Cappel, Pera & Reid Agency. Schedules will run on sta- tions in San Francisco, Sacramento, Modesto, Oroville and other cities where the 24-branch bank operates ... A heavy spot tv push by Breast- of-Chicken Tuna (D'Arcy) will be continued during 1963 with a bud- get increase of around 15%. About 40 key markets will get schedules starting in February with only the New England states excluded. Esti- mated 1963 budget: $500,000. . . . Remco (Webb Associates) plans to spend $3,500,000 to sell its toys in 1963. a hike of $700,000 over the 1962 ad budget. It will be the first time that Remco will be on all three tv networks at the same time, in addition to spot. . . . New Betty Crocker Lemon Velvet Frosting Mix (NL&B) has entered the na- tional market as a companion for the Lemon Velvet Layer Cake Mix, increasing the frosting mix line to 10. PEOPLE ON THE MOVE: Richard E. Anthony to general sales manager of Shasta Beverages of San Francisco. He was formerly sales manager in New York and the midwest for Pabst Beer for five years. Kudos: Olvmpia Beer and its Seat- tle agency, Botsford Constantine & Gardner, received the first annual "Golden Mike Award" presented for the best locally produced and placed account in Seattle radio for 1962. by the Radio Advertising Managers of Seattle. Agencies On the dotted line Donald Swartz (I), pres. of KMSP-TV, Minne- apolis-St. Paul, and Richard Butterfield (c), v.p., sales mgr., finalize Blair Tv as station rep with David Lundy (r), pres. of rep tv div. Z Don E. West is taking over as chief executive officer of Donahue & Coe. President of the agency since 1959, West succeeds E. J. Churchill 60 SPONSOR/31 DECEMBER 1962 who remains as chairman ol the Board and a director under a three- year contract. West will head a managemeni group consisting ol Waller Weir. chairman of the executive commit- tee and head ol creative activities; Oliver Kingsbury, administrative vice president; and the board ol directors, whose other members are Arthur Churchill, Bertram Nayfack and [ames Ryan. Three more ranking figures in the BBDO business firmament have re- tired from the agency. The\ are Ed Cashin, an executive v.p., who was closely associated with Ben Dully; Tex Cumings, a man- agement supervisor, who has been on the agency's topflight accounts, and T. T. Brittan, comptroller. Cashin is joining Naegle Out- door Advertising, Minneapolis, as chairman of the board. Agency appointments: WTAO, Middlesex Broadcasting, Cam- bridge, to The Allenger Advertis- ing Agencv, Brookline . . . WNAC (AM) and' WRKO (FM), Boston, and the Yankee network, to Arnold & Co. . . . Kinney Service Corp. to BBDO for Kinne\ System Rent a Car division and other divisions in the parking, building, cleaning and maintenance and visual communi- cations fields; the account uses ra- dio advertising. . . . Dell Publish- ing Co. to Donahue & Coe for the 16-volume American Heritage His tory of the U.S., distributed through supermarkets. Resignation: Burlington Hosiery, division of Burlington Industries, and Donahue & Coe have termi- nated their 10-year association be- cause of a difference concerning the handling of local market ad- vertising. New agency is Doyle Dane Bernbach. New agencies: McDermott Adver- tising at .HMO Wilshire Boulevard, Los Angeles. Principal Edward M. McDermott has been at Davis. Johnson, Mogul 8c Colombatto. He's starting out with !'_' clients . . . Sylvan Taplinger and Norman Gladney have formed an agency specializing in marketing in tv and radio advertising. Located at 115 SPONSOR 31 DKCF.MBKR 1962 Agencies and clients brave sub-zero weather to share Xmas cheer The Christmas party at WJW-TV, Cleveland, was a huge success in spite of a blizzard which hao" been raging for six solid days and temperatures that fell below tre zero mark. Here Or): Santa Claus, Bob Buchanan, gen. mgr., Mrs. Roy Tait, Tait, Carlings Beer adv. mgr.. Miss Santa Claus New raqe in rate cards To make things a little different for timebuyers. WNYS-TV. Syra- cuse, thought up these T-shirts with a logotype on the front and the actual rate card on the back. Modeled here by PGWs Hank O'- Neill and Mimi Katz. the new cards were delivered to buyers All the news . . . Radio and tv stations in New York went all out to keep the public up to date while the newspaper strike continues. One station. WINS, circulated its own news sheets on the city's busy intersections, in- forming New Yorker's of emergency services on rad;o hi FLORI £? for Orlando Daytona Beach Cape Canaveral Madison Avenue, New York, the new firm will work with agencies and advertisers as marketing trou- ble-shooters in the broadcast me- dium . . . Bradsher & Chiovarou at 2114 North Akard Street in Dallas . . . Advertising Plus has been op- ened in North Hollywood by Jacci Hailey. The agency, at 4475 Vine- land, will specialize in advertising of apartment and house builders in the San Fernando Valley. Man bites dog department: BBDO, Boston, played host to more than 150 representatives of local, region- al advertising media. Reception was highlighted by a display of the agency's advertising for its 18 na- tional and local clients. Obit: Harrison King McCann, 82, and his wife Dorothy Barstow Mc- Cann, 67, were killed 21 December in an automobile accident. Mc- Cann founded the H. K. McCann Co. in 1912 which merged with The Erickson Co. in 1930. His wife was associated with McCann- Erickson as a tv and radio pro- ducer, innovating such shows as "Death Valley Days" and "Dr. Christian." Top brass: Donald C. Graves has been elected as executive vice presi- dent at Zimmer, Keller &: Calvert, Detroit. New v.p.'s: Donald M. Mullen at Zimmer, Keller & Calvert. . . . John E. Carter at Fuller &: Smith &: Ross, Ft. Worth, for client services. PEOPLE ON THE MOVE: Neil R. Salemi to account execu- tive on Red Cap Ale at Edward H. Weiss, Chicago . . . Harold C. Mul- len to director of marketing and member of the plans board at Daniel F. Sullivan, Boston. . . . Al Abrams to director of creative ra- dio and tv projects at Diamond Enterprises, Detroit. . . . Alfred H. Tiefenbrunner to manager of BBDO, Frankfurt, from senior mar- keting executive at Kenyon & Eckhardt. Station Transactions FCC gave its nod to the purchase of KFAC (AM & FM), Los Angeles, by Cleveland Broadcasting, Inc., owners of WERE. The new owner also owns WLEC (AM & FM), Sandusky, O, and has an application before the Commis- sion for a building permit of ch. 19, a uhf outlet in Cleveland. The purchase of KGHL, Billings, by Copper Broadcasting was ap- proved by the FCC. The station is presently owned by Midland Empire Broadcasting Co. The first radio station built in Billings, KGHL will celebrate its 35th year of operation in 1963. Copper also owns and operates KMON, Great Falls, and KOPR, Butte. The tv station will be owned and operated by Crain-Snyder, a Mon- tana corporation. Tv Stations There's a unique project underway in San Francisco, compliments of KGO-TV. The station is building a dra- matic, 40-foot high structure at the intersection of Fourth and Market Streets which will flash news head- lines and bulletins to passess-bv. The news will originate exclusively at the station newsroom and will be transmitted directly and instan- taneously to the sign by a complex remote-control system involving more than 19 miles of wiring. Construction should be com- pleted by mid-January. '^ Ideas at work: • KGW-TV, Portland, offered viewers a specially written explana- tion of the origin of the storm which devastated the northwest on Columbus Day. Within three days of the initial announcement, over 3,000 requests came in for "The Terrible Tempest of the Twelfth" and they continue to pour in. • More than 5,000 requests for study guides to WFBM-TV, Indi- anapolis, Spanish Telecourse have been received at the station. The 36-page booklet was offered adult viewers free of charge. • For the 14th year, WCAU-TV will televise Philadelphia's annual Mummers' Parade spectacle in a five-hour presentation on New Year's Day. • KHJ-TV, Los Angeles, inaugu- 62 SPONSOR/31 DECEMBER 1962 rated its first annual "Critic's Award," which goes to the best critique written by a station viewer concerning a specific show. New quarters: Plans have been made for the erection of a new tv building for KRON-TV, San Fran- cisco, on the Van Ness Avenue site of the burned out St. Mary's Ca- thedral. Here and there: WTEV, New Bed- ford, garnered extensive newspaper coverage in Providence as well as New Bedford for its debut on the air 1 January in terms of spot stories, feature articles and pictures. It also ran full page ads announc- ing its program schedules. Sports note: The broadcasts and telecasts of the Kansas City Athlet- ics baseball games during the 1963 season will be carried by WDAF (AM & TV) , Kansas City. PEOPLE ON THE MOVE: Eugene "Red" Mitchell former ac- count executive at WEEI, to the WNAC-TV, Boston, sales staff, re- placing Al Maffie, new president of Hallmark Trading . . . Robot i [. Wormington to manager of WDAF-TV, Kansas City . . . Bill Bodway to public service coordina- tor ol WJXT, Jacksonville . . . Jack Gainey to account executive of KMEX-TV, Los Angeles . . . Victoria M. Kissal to manager of office and employees services for WMAL tv and radio, Washington, D.C. . . . William Zimmerman to regional sales manager, Raymond G. Creamer to local sales manager, Richard C. Kent to director of pro- motion and merchandising for \\ I \ \ TV, Columbus . . . Char- les J. (Chuck) Lipton to account executive at WAG A-TV, Atlanta . . .Guy Cunningham to creative director of the TvB in charge of sales development, promotion and production. . . . Dave Shocklee to the local sales department of KPLR-TV. St. Louis. . . . Lamont (Tommy) L. Thompson to sales manager of KPIX, San Francisco. . . . Donald E. Tykeson to general manager of KEZI-TV, Eugene. . . . Charles R. Sanders to assistant gen- eral manager of the Spartan Radio- casting Co.. which owns and oper- ates \\ SPA (AM-FM 8 I \ . span anburg Mortan S. Cohn to \i<< presideni and general manage] ol Wl.osi \\l FM& I V), Greenville- \slu \ ille S] >.i j tanburg. ( )thei pro motions at the stations: Loyd B. Leonard, local sales manager, to retail sales manager, Herb 1 1<>1/- worth, account executive, to assis lam retail sales manager, and Ross Holmes, regional sales manager, to sales sci \ ic e manager. Radio Stations NAB is busv supplying radio sta- tions with copies of its new record album called "Sound Citizen Sounds." The record is designed to ac quaint radio's listeners with the \aiied daily services provided In stations. It also supplies stations with the latest authorized version of the I S Arm) Bands recording of the Na- tional Anthem, plus a standardized sign-off featuring the music ol America, the Beautiful, Eoi use- al the end of the broadcast <.\.w. 1 .11 h record contains 16 different announcements on such topics as Newsmakers in tv radio advertising Peter F. Gallagher was named sales development manager for WNHC-TV, New Haven. He's been with the station since No- vember 1957 as advertising and promotion manager. Before that he was with WGLV-TV, Easton, where he was director of pro- graming, advertising, and pro- motion. He broke into broad- casting in Philadelphia. F. Brady Louis has been pro- moted to sales manager of WLW, Cincinnati. Louis joined Crosley Broadcasting in the WLWT program production de- partment in 1951. He trans- ferred to sales service in 1958 and one year later became a tv I 'account executive. In January 1961 Louis moved to the radio side as account executive. William B. Rohn, directoi ol in. ii keting ol Edward Petry sin< e 1958, has been elected a vice president ol the rep company. lie's been with lYn\ for nine \cais. starting as a t\ s.iics ex- ecutive. Before that lie was gen- eral sales manager ol WINS, New Yoi k. loi li\ e years. I lis clec t ion rcllee is the impoi lance ol marketing, sales development. William G. Hunefeld. Jr. joins WDAU-TV, Sc i anton-Wilkes Bane, as general sales manager. Hunefeld has been general sales managei ol KPIX-TV, San Fran- cisco, having joined that station in 1953. While there he helped form ihe Los Angeles office ol Television Advertising Repre- sentatives, station tep outfit, in April 1959. SPONSOR/31 DECEMBER 1962 radio advertising, local news, farm programing and community de- velopment. Ideas at work: • WWDC, Washington, D.C., is searching the area to determine why the subject of the world's most famous painting, the "Mona Lisa," is smiling. The winning listener will attend a private showing of the painting prior to public display 9 January at the National Gallery of Art. Afterwards the winner will report his or her reactions to the masterpiece on the air. Here and there: Broadcast Pioneers has given its support to Hollywood Museum Associates, a public service project created by Los Angeles County to "foster and perpetuate the motion picture, tv, radio, re- cording arts and industries." Kudos: General Thomas B. Wilson, general manager of KHOW, Den- ver, was appointed to the board of directors of Pacific Airlines. He was board chairman of TWA for seven years . . . WBBM, Chicago, won five of the seven awards granted for station excellence in the second annual American Col- lege of Radio Arts, Crafts and Sciences award banquet . . . Thom- as S. Bretherton, executive vice president and general manager of the Community Broadcasting Co.. was elected president of the To- ledo Area Chamber of Commerce . . . Worth Kramer, president of the Goodwill Stations was elected to the Board of Governors of The Recess, a Detroit business club . . . Carl George, vice president and general manager of WGAR, was presented with an award of ap- preciation from the Cleveland City Club at the observance of its 50th anniversary this month. PEOPLE ON THE MOVE: William C. Cook to director of re- search and development for the Haigis Broadcasting stations. WHAI (AM & FM), Greenfield Murray C. Evans to sales manager of WGBB, Freeport, L.I. . . . Bill Clayton to account executive at KCOP, Los Angeles, from KNX . . . Jim Ward to manager of promo- tion and advertising for WMT, Cedar Rapids . . . Tracy Thrum- ston to local sales manager of KONA, Honolulu Colson Mills to account executive at WINZ, Miami. . . . Jim Eshleman to local sales manager of WGBS, Miami. . . . Thomas A. DeMuth to local comml. mgr. of WAVE, Louisville. Networks ABC TV will introduce next sea- son a novel twist in nighttime pro- gram scheduling. It's a 90-minute series split in two sections, with a crime and pun- ishment theme. The initial sec- tion, dealing with the crime, would run from 8:30-9:15 p.m. and the sequel, relating the prosecution of the crime, would span 9:15-10. Revue is the producer of the show, called 'Arrest and Trial." It stars Chuck Connors and Ben Gaz- zara. Wynn Oil, which has been making a transition from network tv to network radio the past six months, has budgeted a record $1,500,000 for 1963, with NBC Radio the major beneficiary. This is a 9% increase in the budget. Tv will get a secondary schedule of spots, as will some radio stations. Erwin Wasey, Ruthrauff, k Ryan, Los Angeles, is the agency. Tv sales: Pillsbury (Campbell- Mithun) has placed an order for 10 ABC TV prime time shows dur- ing the first six months of 1963. Programing notes: "The Art Link- letter Show," a new audience-par- ticipation weekly variety program based on the human-interest foibles of people, debuts on NBC TV 18 February, 9:30-10 p.m. . . A full- hour comedy-variety program with joey Bishop as host will be an NBC TV weekly color presentation during the 1963-64 season. PEOPLE ON THE MOVE: Gerald F. Maulsbv, director of network programs, CBS Radio, has been ap- pointed administrative manager, CBS Radio Affiliate relations, re- placing Edward E. Hall who be- comes western manager, CBS TV affiliate relations . . . Franklin Roh- ner to director of business affairs, CBS TV, Hollywood. Reps The 1963 advertising plans of Ed- ward Petry's tv division have a modern theme— the 1964-65 New York World's Fair— to tie in with the spot tv theme of "Modern Selling in Modern America." The rep firm will score another first with the campaign, becoming the first advertiser to appear in four-color on the front covers of four broadcast media magazines, including SPONSOR. The initial ad on January covers shows the Unisphere, central build- ing of the Fair. Subsequent ads throughout the year will feature other important exhibit buildings. Wesley Associates is the agency. Robert Richer Representatives is expanding its operation with the opening this week of three new offices. New sales branches will be in Chicago, San Francisco and Los Angeles. In addition, the New York head- quarters is expanding to 441 Lex- ington Avenue. Appointments: KKHI (AM & FM) , San Francisco, to George P. Hol- lingbery. PEOPLE ON THE MOVE: Lee S. Redfield to tv sales executive and Jack M. Duffield to eastern tv sales manager of the RKO General Na- tional Sales division. Obit: Joseph V. Devlin, 26, account executive in the radio division of Edward Petry, died accidentally earlier this month. Film Newest production - distribution company on the scene is Clancy Gordon Productions, formed by Russell Clancy and Jules M. Gor- don. Clancy recently resigned from NBC TV and Gordon is a financier. The new company has as its objectives program sales, produc- tion of tv properties and financing shows of independent producers. Blueprint calls for eventual en- try into the syndication field. Sales: ABC Films' "Girl Talk" pan- el show to Texize (Henderson Ad- 6-1 SPONSOR/31 DECEMBER 1962 vertising) for 13 markets and to WVUETV, New Orleans; WNAC- TV, Boston; WKBW-TV, Buffalo, and XETV, San Diego . . . Allied Artists Tv's "It Happened on Fifth Avenue," a Christmas special, to 1 1 more stations, raising the total to 115 . . . Arrowhead Production's "Weekend" with Jerry Lester to four more stations, raising total markets to 16. Latest sales: K.SD- TV, St. Louis; WTTV, Indianapo- lis; WTVN, Columbus; and WKRC-TV. Cincinnati. Programing note: RKO General has purchased rights to a group of programs from International Tele- meter. The shows, which include "The Consul," "A Country Scan- dal," and variety shows, will be shown on ch. 18 in Hartford, the experimental subscription station. International notes: Screen Gems will have exclusive foreign distri- bution rights to the tv series, "Ma- halia Jackson Sings" and the series of comedy skits called "Laffs." Deal was made with Television Enter- prises Corp. SG will also distribute to foreign markets a library of tv films produced by Documentary Programs, Inc., of Washington, D.C., consisting of 53 half hours . . . Fremantle International has made sales on three regular series and specials. PEOPLE ON THE MOVE: Herb Horton, senior commercial producer at J. Walter Thompson, to MGM-TV as an account execu- tive. Public Service KPIX-TV donated 30 pieces of tv transmitting equipment to the American Jesuits in China. The move was as an assist in the development of tv service in Tai- wan, Formosa. The equipment donated by (he San Francisco station is valued :ii over $5,000 and includes Oscillo- scopes, power supply devices, ampli- fiers and other essential apparatus. L * [Public Service in Action: • WLIB is launching an inten- ive man on-the-street survey among P0NS0R 31 DECEMBER 1962 the New York metropolitan area's Negro community to determine public reaction to whethei off-track belting should be legalized. Re- sults will be forwarded to cilv and state representatives. • The Lark Network, comprised of 1 1 radio stations in Louisiana and Arkansas, has pledged to inn an intensive public service cam- paign on behalf of the National Foundation. • A film prepared for the Jack- sonville Civil Defense Office as a public service of WJXT is now begin distributed by the Federal Government to all 50 states. It shows how Jacksonville distributed supplies (o fallout shelters through- out its metropolitan area. • A network of some 15 tv sta- tions located in all parts of I exas will carry live coverage of the in- auguration of John Connally as governor on 15 January. KTVT, Dallas-Ft. Worth, will originate the inaugural telecast from Austin. Kudos: WABJ, Adrian, has been personally cited by the local chap- ter of the American Red Cross foi its efforts in promoting the Red Cross Bloodmobile in the area . . . WFAA, Dallas, won the local Ki- wanis Club Dallas Radio Broad- caster Public Service Award loi best public service contributions i<> the community . . . WKYR, Keyset-, won a local American Legion award for charily and school drives . . . Ben Hoberman, vice president of KABC, Los Angeles, received a letter from the Southern California Chapter of the Arthritis and Rheu- matism Foundation commending the station lor the exceptional bene- fits they received from being named recipient of k ABC's special "Pub- lic Service Project" promotion dur- ing November. . . . The City of Albuquerque awarded its first-evei certificate of appreciation to a ra- dio station (o KOB, lor two recent news documentaries on narcotics addiction and alcoholism. . . . KDWB, Minneapolis, public sen ice activities on behalf of the l S Air Force Recruiting offices in (he Twin Cities were cited in a special commendation award presented at a recent Air Force meeting in Min- neapolis. Equipment The EI As AM l\l Broadcast- Equipment Section is having a bus) time of it dc\isinjj \va\s i<» handle complaints on unsat isfac - tor) fm stereo reception. The section met in Washington earliei this month and decided on these com ses: • 1 he sec lion WO] k with the EIA's engineering department i<> develop infoi mational matei ial which will help I m stereo broad- casters determine the quality ol their signals and make iiecess,n\ adjustments in equipment where improvement is indie ated. • A plea be issued to manulac liners ol im stereo receivers that they institute immediately a pro- gram to educate dealers and the listening public in the propei in stallation. • Immediate recognition be tak- en ol the urgent need lor monitoi ing equipment, not now in exis- tance, which will measure ade quatch and economically, the para- meters ol the Im stereo transmitted signal as required in standards es- tablished In the FCC. ^ OVERWHELMINGLY THE LEADER' IN THE SYRACUSE MARKET Wcvd Til Delivers 50%' more homes than Station B MARRIM.TOV RICHTIR k PARtOMl 65 TECHNICAL ADVANCES (Continued from page 59) What has been said for live "col- or cameras also applies in large measure to film cameras. Model's currently available provide high performance at relatively low in- itial cost, and broadcasters looking to enter color on a minimum in- vestment are finding that film equipment offers a ready answer. Filmed programing is currently the most popular route to color, judged by our sales of color film cameras which were up three times this year as compared with 1961. It is evident that the popularity of NBC and ABC network color film programs in prime time has whetted the viewer's appetite for more locally-originated color film fare. The availability of a larger volume of syndicated film programs in color is helping to satisfy him. Adding strength to color's surge at the local level is the ease with which local commercials can be tape recorded in color. Given a color-equipped tape recorder — and more and more stations are adding color capability — the broadcaster can produce commercials with the tools already at hand, using tv tech- niques and station personnel. Here color tapes hold the im- mense advantage over film of im- mediate playback. From the adver- tiser's standpoint, nothing beats on- the-spot assurance that sets, cos- tumes and other elements of his finished commercial are "color- right." A recent development that makes color tapes more attractive to the local broadcaster, and to the net- works as well, is the availability of equipment for operating RCA col- or tv tape recorders at half speed (7 1/2 ips) . This means that twice as much programing can be re- corded on a given length of tape or, looked at another way, tape costs can be cut in half. The 50% sav- ing also carries over into storage and shipping costs. For the future, the research and development work under way in cameras may hold the greatest sig- nificance in the steady technical improvement of color telecasting. TEST COMMERCIALS! COLOR AND TALKING STORY BOARDS IN BLACK & WHITE OR DID YOU KNOW there is a studio in New York devoted exclusive- ly to the production of "TEST COMMERCIALS AND TALKING STORY BOARDS?" THIS "Specialization" has resulted in TEST COMMERCIALS that approach "air" quality at surprisingly low cost. (Often Vsth the cost of a "finished" commercial.) Current users of THESE services are Ted Bates, Mc&E, Y&R, B.B.D.&O., F.C.B., D.F.S., S.S.C.&B., G.M.B., and many other top agencies. Like to see a sample reel? Call Lou Louft at PE 6-1889 LOUFT PRODUCTIONS, INC. Times Tower Bldg., Broadway at 42nd St., N. Y., N. Y. The trend has been, as witness RCA's experimental cameras, to- ward the parallel improvement of both color and black-and-white. This recognizes the fact that, at this stage in color's progress, a ma- jority of viewers watch color shows in black and white. It reflects, too, our insistence as pioneers of color tv that picture quality be continual- ly upgraded. Most broadcasters are familiar with the "M" monochrome) chan- nel concept which we demonstrated in a four-tube experimental color camera at the National Assn. of Broadcasters convention last spring. The fourth channel, added to red, blue and green channels, imparts an effect much like four-color printing in which black improves detail and deepens hues. Equally striking is the excellent black-and- white picture the camera produces. Our purpose in showing the cam- era, long before it would be com- mercially available, was to get the broadcasters' reactions. What did they like, and what didn't they like? What suggestions did they have for operating features that could be built into a commercial version? The response was over- whelming indeed, and our labora- tories are at work evaluating the suggestions made with a view to their practicality. The broadcasting industry's ex- acting requirements are implicit in many of the best suggestions. Oth- ers are predicated on components and features still to be invented, calling for a television industry counterpart of the "man on the moon" project. This is a challenge of great pro- portions for our engineers, yet it is one they are determined to meet. For, while we are proud of the present high state of the tv camera art, new technical frontiers will have to be crossed before this revo- lutionary camera becomes a reality. Meanwhile, we will be adding more stepping stones to mark the technical improvements in broad- cast equipment now in use. Color has travelled far in its brief exist- ence; it is well on its way to becom- ing a universal medium. TTie drum- beat of technical progress, as re- vealed in new and improved equip- ment for the broadcaster, will pace color's march toward that goal. ^ 66 SPONSOR/31 DECEMBER 1962 rom clowns to high fashion ...everything at WHDH-TV has the showmanship of full color! • Drama • News • Musicals • Fashion Shows • Chroma Key and Special Effects for Color Live Color ■ Video Tape Color • Film & Slide Color tfHDH-T IOSTON Now averaging more than five hours daily! of local live color Droerams! I More people own RCA VICTOR television than any other kind... black and white or color. mm The Most Trusted Name in Television Tmk(s)" UTIONAL BROADCASTING COMPANY. I» GENERAL LIBRARY *Q ROCKEFELLER PLAZA, NEW YORK, H. Y