Si More Thana"Woman's Show"

Home , Bill Idelson, Total Television

NOVEMBER 21, 1966; FIFTY CENTS b levision "Mr All new market research aids help stationssell spot? PAGE 25 llorality's new look in Hollywood-what it meansto tv PAGE 28 low SSC&B crossed the $100 -million mark inbillings PAGE 30

)hnston makes DIALING FOR RS call to home viewer Inter - guest Carmel Quinn Winter BI Parade commentator with ar John Forsythe Accepting ng Award from Minnesota De - it of Agriculture Checking ;ed products in the store. si morethana"woman's show" DIALING FOR DOLLARS is the highly -rated KSTP-TV colorcast seen every Sunday through Friday ( 12:15-12:30 pm) by an average of 76,500 viewers, 63% of whom are women. As hostess of DIALING FOR DOLLARS, Jane Johnston is a welcome guest in some 56,000 homes every day, presenting the varied, always -interesting programming that makes her the top woman TV personality in the market. In addition to the important DIALING FOR DOLLARS phone call that can mean money to a lucky winner, Jane interviews famous guests, prepares gourmet specialties with area chefs and talks to experts in many fields. For the facts on how you may put this successful show to work for you, contact a KSTP color TV representative or your nearest Petry office.

REPRESENTED NATIONALLY BY EDWARD PETRY et CO.. INC.

TOTAL COLOR TELEVISION MINNEAPOLIS ST. PAUL HUBBARD BROADCASTING, INC. KSTP AM FM TV II KOB AM TV W GTO AM For SPOT TV buys in the St. Paul-Mi apolis market,allstudies:leave doubt that WCCO Television is the you need to buy. Look at it this way. You're interested in reaching people and WCCO Television delivers lots of 'em - 2,334,400 differ ent people each week**. Not only is this the nation's 15th ranking Metro Area*** but WCCO Televisionreaches people in 62 counties**** of Minnesota and western Wisconsin.***** Circulation is one of the differences tween WCCO Television and its corn tors. In just about any way you wan 4 look at it the circulation figures*** out WCCO Television's overall domin in the market - one of the many. sons that you can COUNT ON US TO THE DIFFERENCE BETWEEN GOOD GREAT IN TWIN CITY TELEVISION.

NOTE: Audience data are *Contact WCCO Television Research for details. estimates only, based on **Jan. 1966 ARB, Sign -on to Sign -off and special ARB Tab. information supplied by' Sales Management Nov. 10, 1966. indicated source, and sub. 1965 ARB Coverage Study. ject to the limitations 'Equivalent in size to the states of R.I., Vt., N.H., Mass., Conn., & N.J. combined. thereof.

rrn rn

0 z KTRKTV HOUSTON Facts in focus... \I i\I \IBER 21. 1966 Nielsen's U.S. TELEVISION OWNERSHIP Television Age ESTIMATES WHAT ELSE BESIDES NUMBERS? If lien the ratings are adequate, willa free research s swing business to the station offering it?

.'8 NEW ROAD FOR THE CODE Feature films turned out under Hollywood's liberalized might mean trouble when they reach Iv

30 SSC&B COMES OF AGE Its 21st birthday just ahead, a lop agency looks to ex overseas and on Madison Avenue, too An annual report showing TV ownership by: 31 KIDS CAN BE CAPTURED geographic areas Children's programming is beset by problems, but syndi

Nielsen territories feel they have the answers-to some county sizes

time zones 36 CULTURE IN THE CAPITAL county within state Four artistic specials in Jour nights, and WTOP-TV Wasitt For complete details helped sell a raft 01 season tickets call, wire or write

DEPARTMENTS

I1 Publisher's Letter toFilm Tape Report Report to the readers Roundup of netts Nielsen Station Index 16 Letters to the Editor 47 Spot Report The customers always write Digest of national actirit) NSI EXECUTIVE AND EASTERN SALES/SERVICE OFFICE 14) Tele-scope 49 One Buyer's Opinion NEW YORK (10019) IJ II t11111'1111 behind the M'elit'S Piggyback squeal 1290 Avenue of the Americas 956-2500 21 Business Barometer 55 Wall St. Report NSI SALES/SERVICE OFFICES Ileashrtng the The financial picture CHICAGO (60601) 360 N. Michigan Ave. 372-3810 2; Newsfront 69 In the Picture HOLLYWOOD (90028) The nonit happened A man in the nett 1680 N. Vine St. H011ywood 6-4391 Pt Viewpoints 70 In Camera SAN FRANCISCO (94104) hoprwittiong /IIIIN and rune The lighter.side 68 Post St. YlIkon 6-6437 a service of A. C. Nielsen Company 1,leisimi Age ispublished esery other Monday by the TeleNisionEtlitoria CHICAGO (60645) Publication Office: 440 Boston Post Road, Orange.. Conn. Addrebsmail to ed advertising and circulation offices: 1270 Avenue of the Americas, Rockefeller 2101 Howard Street 465-4400 New York 20. N.Y. Circle 7-7660.Controlled circulation postage paidat New N.Y. and at Orange, Conn.

6 Television Age, November 2 PROGRAMS PROGRAMS PROGRAMS PROGRAMS PROGRAMS PROGRAMS PROGRAMS% , T. 8:.:44. pRoGRAms

`fi THE DIFFERENCEIs...m ca tv Televisio Age \ I \ Bisit KBOI-TV Publisher S. J. Paul Editorial Director 11011 Dl11111 Sell IDAHO! Senior Editor Associate Editors KBOI-TV reaches more Hem% Neiri tidien If homes, more viewers,more men Financial Editor k.\\ Advertising and more women from Sign -on to \ tut man Iterkon itz 1therti-ing \tanager Sign -off, Monday thru Mort Miller \larguerite Sunday*, than any other Sales Service Director Lye Production Director Idaho television station. Fit.41 Circulation Director And KBOI-TV is Idaho's Editorial Assistant int! first 100% color- B usiness Office \Ii11.1111 III\ ti loan B ranch Offices capable station. \li(kr,1 ARB Mar. '66. Audience mecis Paul Itlakeniorr. Jr. urements areestimates only 3120 Road bated on data supplied byin- dicated sources and subjectto Moine.: 10%a 277.2660 thestrengths andlimitations thereof. South Herbert Nlartin Kis 3233 Winningham. Ia. .t52315 205-322.6:i2!' Los Atigele, Gordon Sutton Duncan Scott S Nlarsliall. It 18 Rik sireei 213382.n:1lb fitted kingdom F. A. Snith Assoc. 31 Doter :Navel TELEVISION I °union. I.England Channel 2 CBS Member of Business Publications BOISE Audit of Circulations, Inc. EIP)A AffiliatedwithBonnevilleinfere1. nr.41 tions, KSL-TV Salt Lake City. KIRA Tv be .1,11, 10111,11-11c11 ti'l) attic, WRUL. New York. KID -TV Idahn Fall% \I litIll.ide%iituti Editorial Editorial, atheiti.ing and circulation 1270 .kt rime of ilir%flirt. Roe Center. \eV. )iirL 20, N.1. Phone: Represented by 7-7660. Single 50 cent,. Yearly -crinthin in theI.S. and pouotepsio Canada: $7: eil,evi herr :$15. 0 Te OETER.S.0RIFFIN,00 ODWARD, IN4 Editorial Corp. 1966. The entire c rd 1.I.F.% \10Eare protected by rightintheI.S. andinall al4 signatoryto the Item Contention dn. NiiAnirrican

Telisiun .4gr, tit ember 21 Delphi Assoc Inc. MCMLXIV I. cloud of evil robot eagles is Smashes armies of invading space just the mixture of crimebusting *ping down on your city. They monsters. Saves your city from vil- and science fiction that today's kids tteqectronically controlled byvi - lainy . . . and, incidentally!, wreaks are looking for. Control Gigantor ID; villains trying to takeover the havoc on your competition! and you control your market! '64. What, oh what, do youdo? "GIGANTOR" is a real go-getter "GIGANTOR!" Dill on Gigantor, the world's running away with kid -show rat- Why don't you go get him! 'fitiest robot! This jet-propelled ings in such key markets as New ,,ht -of -shining -armor makes York. Los Angeles and Detroit. This Call. wire or write for ilcemeat out of evil eagles. action -packed half-hour series has GIGANTOR 52 1/2 -hr adventure cartoons Also from Trans -Lux:

THE MIGHTY HERCULES FELIX Till CAT MACK AND MYER FOR HIRE. TELEVISION CORPORATION 625 Madison Avenue, NEW YORK, N.Y. 10022 PLaza 1-3110 CHICAGO HOLLYWOOD Trans -Lux Television International Corporation Zurich.Switzerland

1.111.1.40n Age. Vorember 21. 1910) II ill You couldn't do business with a better sour

Dr. Kildare Bonnie Prudden Eleventh Hour Zero One The Lieutenant Northwest Passage Sam Benedict National Velvet Cain's Hundred Thin Man The Islanders Our Gang Asphalt Jungle Cartoons

FEATURES The Girl from Flipper 1111111111111 U. N. C. L. E. Please Don't Eat Daktari The Daisies The Rounders Off To See The Wizard Jericho How The Grinch The Man from Stole Christmas U. N. C. L. E. The Rise & Fall of Tom & Jerry The Third Reich THE TOTAL PROGRAMMING MGM COMPANY TELEVISION Letter from the Publisher Satellites Overhead? COMPLETE Edward Codel, senior vice president of the KatzAgenc AUTHORITATIVE in an interesting speech before the TennesseeBroadcaste Association, posed several of the pertinent problems domesticcommunicationsatellites.Hisexpositionwa timely, since some of the basic decisons involvinga domestic satellite system will be made within thenext few months. First of all, there is no question about the engineeri feasibility of domestic satellites. The technicalaspects ground transmitting and receiving stations and theconnec ing loops have been pretty well workedout. What is cur rently in the inquiry stage is whether the FCChas juri diction over domestic satellites. Comsat claimsthat and the Communications Satellite Act it has jurisdictionover satellites, global and domestic. The view ofmost commun The comp ireotory and basic reference guide of cations lawyers, however, is that under the Communicatio internatio al radio and Act, the Commission most positively hasjurisdiction ov * satellite communications within the confines ofthe conti Istliultal JoI wave, mix/a .are & IV yaw loth irtaarJa. ental United States. Since the prigned, aorll IIMS, alli Oita. Complett ilek1 a VW It, corporate structure of Co sat involves 54 nations,itisdifficult to perceive how can assume control over domestic communications. What is of immediate as wellas long-range importance as Ed Codel points out, is the position of the local broad 1966 WORLD RADIO caster in any satellite system. He has sounded the tocsin, emphasizing that the broadcaster must takea positionin TV HANDBOOK an area that is bound to be vitally important to the regula- The indispensable and complete tory and economic structure of the broadcast business. Both guide for identifying broadcast sta- the Congress and the Commission must be reminded that tions in every country of the world. the FCC is the guardian and protectorate of the allocation A complete listing of all short wave system. stations, foreign broadcasts, long and medium wave stations, tv stations andpersonnel. The World No Time To Wait Radio TV Handbook isthe only There has been from time to time a great deal of disco guide ofits kind, used by broad- sion among engineers about the long-range possibility of a casters,tvstations, technicians, satellite -direct -to -home transmission. This stirs the imagina- amateurs, shortwave hobbyists, diplomatic corps and advertising tion and it may be a long way off, but inan age where agencies throughout the world. scientific developments move with such speed,one cannot I predict how soon this can be accomplished. But the principal For information, write of local autonomous broadcast entities is the basison which the American system of television and radio is built. World Radio TV Handbook The broadcaster therefore should actively participate in the preliminary planning of any proposed system of do Sundvej, 6, Hellerup, Denmark mestic satellite communications. or Cordially. 1270 Avenue of the Americas New York, N. Y. 10020

Television Age, November 2 The Forward Look ...COMESTO ..LN FRANCISCO'S NUMBER ONE ADDRESS KYA and KOIT-FM AVCO BROADCASTING OF CALIFORNIA

Proud, newest members of BROADCASTING CORPORATION LIISION: WLW-T Cincinnati/WLW-D Dayton/WLW-C Columbus/WLW-I Indianapolis/WOAI-TV San Antonio WI: WLW Cincinnati / WOAI San Antonio / WWDC Washington, D.C. / Represented by BCG WWDC-FM Washington, D.C. Represented by QMI / KYA & KOIT San Francisico / Represented by Edward Petry & Co. le%imi Nor ',nib,' 21. 190, 13 this is the reason the advertisersgen- that Avco Broadcasting is the erally have supported thenew dis- ducer of the series, and ABC Ft paragement policy. the syndicator. Obviously, both p Letters This agency man has also sug- ducer and syndicator are pleased w to the gested that the networks should take the acceptance the show has rect.' the censor's job and "cast it big." A MARY HA Editor fairlyclose approximationof one Manager-Press ReMal network's investment in maintaining Avco Broadcasting Co self -regulatorystandardsinpro- Cincinnati, Comments on Code gramming and advertising is $500,- A recent issue of TELEVISION AGE 000 a year. That strikes me as being stirred considerable comment among pretty big. those in broadcasting who bear the To isolate one case out of context Pocket Computer responsibility for administering self- and use it as the basis for a general regulatory standards within their or- attack is to engage in the kind of . . . magnificent covera,2- ganizationsatboth networks and pettiness the writer himself decries. ADIAC in the latest issue\ stations. And to suggest that "the sensible cen- 1966) of TELEVISION AGE. The articleinquestion was the sor would compromise with a code FRANK WEIL anonymously written Viewpoints in written by amateurs" reveals remark- Director o/ Res the October 10th edition.Itdealt able ignorance or contempt, or both. RKO General Broadc New York, with the implementation of the new HOWARD H. BELL Code standard dealing with dispar- Director agement in advertising. The Code Authority I was surprised to see this adver- Washington, D.C. tising man take out his wrath so ex- Colgate Comments clusively on the Code and those he Speaking on Specials .. . your recent issue (Novo1 refers to as "network censors." The ...fine story on "instant specials" 1966) on Colgate . . . most inter position taken by the broadcasting (Oct. 24, 1966). Quite naturally, I esting and quite factual. industry on disparagement hasre- was delighted with it. GREGORY T. LINC012 ceived support from the American I believe it was fairly done, well Liggett & Myers Tobaee; Co Association of Advertising Agencies, written, and covered a subject lona- New York. N the Advertising Federation of Ameri- ignored by the trade magazines and ca, the National Better Business Bu- newspapers. reau. among others. CHET HAGAN Aside from the unwarranted "dis- Producer, NBC News paragement" of those who have the New York, N.Y. Compliments Galore difficult assignment of implementing Thearticleonusinar and interpreting industry standards, ABC and AVCO issue (Film/Tape Report) was thewriter overlooks thefactthat We certainly appreciated the com- far the most intelligent and in -d these people are carrying out an in- ments about Midwestern Hayride in piece done on this company s dustrypolicyofoverallvalueto your October 24 syndication film fea- our inception in February. broadcasting, the public, and the ad- ture. ALAN F. GO vertiser. I assume, for example, that It should be pointed out, however, Gordon/YoungmanProductions,reP New York, SUBSCRIPTION SERVICE PLEASE INCLUDE A TELEVISION AGE ADDRESS LABEL TO INSURE PROMPT SERVICE WHEN YOU WRITE US ABOUT YOUR SUBSCRIPTION. Profile Appreciation Mail to: TELEVISION AGE Thank you so much for the flatter- Circulation Department NAME 1270 Avenue of the Americas ing story that you have written about New York, New York 10020 ADDRESS me (In the Picture). TO SUBSCRIBE mail this form I enjoyed our meeting and Iam with your payment and indicate CITY STATE ZIP CODE most appreciative of your reaction

( ) new subscription or ( ) renew present subscription. to old Tom. TYPE OF BUSINESS THOMAS H. DAWSON Subscription Rates in the United StatesandCanada; 1 year CHANGE OF ADDRESS. If you're moving, Senior Vice President $7.00; 2 years $10.00. Subscrip- please let us know four weeks before changing cos -Tv tion rates for all other countries your address. Place magazine address label here, available on request. print new address above. New York, N.Y.

16 Television Age, November 21, ,ieBumsteads mt take TV lying down.

wrk foryi )1I give youa 1"1"uti(m"I thology of favorite Blondie strips. Pe you hardlyever see these days. Also, you can arrange cross plugs with local Blondie * ou sign up for the Blondie movies, you im- newspapers. And you can arrange a visit from Penny el have available: A 10 -minute preview foron- in person. ation and sales meetings, 12 made -for -TV film Most of this is for free or for a small charge. And it's ;,I radio spots, tapes of thenew Blondie theme all in addition to the regular Blondie promotion kit,a n yen end deejay interview of Penny tBlondiel rich assortment of photos, slides, ads, etc. No, when they get to TV, the Bumsteads aren'trest- . psters( 2 sizes), post cards, Dagwood sand-ing on their laurels. They'll run themselves ragged for c es, a Blondie Nostalgia Test,a premium an- you.

NOVIIM King Features'-_

West: Maurie Gresham 213-769-0232 2') East: Ted Rosenberg 212-682-5600 Who said kids wouldn't like me? r

In St. Louis more kids turn on 8th Man than any other children's show. In New York he's the =1 daytime children's strip in the entire market. In Los Angeles 8th Man came up with four times the number of homes over previous programming. In Detroit 8th Man helped a live children's show double its rating. But what else would you expect from a superhero? He overcomes the odds." I itc Which is probably why kids like 8th Man. And why sta- 411' tion managers are getting to love him. 52 half hours.

The data used here are estimates from local ARS reports. Any figures cited or quoted are estimates only, or are based on estimates, and arenot accurate to any precise mathernaliCa I ogrero WHAT'S AHEAD BEHIND THE SCENESTele-scope

Down, More to Come and that future complaints in the area will center around 'ord from the National Association of Broadcasters too many commercials, too lengthy commercials, etc. at it's uncertain when additional data from the mas- ABC staff consultant Robert M. Morris reported some surve%.Broadcasting and the Public 1966,will be weeks back on an automatic volume control device first sed. Two sections have been issued to date-one installedatWABC-TVNew York, and subsequently put .rig with attitudes on tv's right to go into courtrooms, into use atall ABC owned stations. Complaints about per dealing with whether stations should editorialize loudness fell off in the ensuing months, but Mr. Morris out of three persons think they should, but the came notes that the agencies and commercial makers generally ber think stations should not endorse political candi- have tended to produce new and less -strident commer- I). Much additional material uncovered by the Uni- cials since the controversy reached a high point last ty of Chicago researchers deals with the public's year. His "loudness limiter" is not 100 -per -cent effective. :de toward tv on a variety of topics, and therefore he says, and can't measure the psychological loudness re- nilar to the monumental study by Gary Steiner.The action of a person to a program he dislikes. But the de Look at Television.The NAB survey reportedly engineer feels improved devices will be developed. provide benchmarks for a continuing survey to de- fine how public views of tv change over periods of Shalom, Tv

. (Another NAB survey on opinions and attitudes Israel is emerging as a market for U.S. syndicators of ation management on editorializing. along with poli- serious, documentary, and educational tv programs. This and procedures of different stations, will be released year Israel's Instructional Tv Trust is setting up an edu- next year.) cational television aystem, and buying programs from Yank distributors. The first such sale to be reported was l't Roll the Cameras' made by Fremantle for McGraw-Hill Educational Films. ewers catchingfootball games and other events Interestingly. however, the sale was made by Fremantle's red by a number of remote cameras recently prob- Canadian subsidiary-andtoa Canadian, Dr. Fred haven't even noticed that something is missing- Rainsbury. former head of the CBC's children's depart- arstomary "roll-over" effect that occurs when switch - ment. %ho is on loan to Israel to help set up the service. From one camera to another. Behind the elimination le problem is a "color lock" system developed by Waiting for the Market's Upturn or, Inc.. Austin. CBS -TV reportedly is first to have When the market bounces hark. several more adver- the device on trial. Tracor president Richard Lane tising agencies will go public-or so says the president d that the system also had a "frame lock" for black - of a top privately -owned New York agency. He feels the white use and allows split-screen operation that holds traditional obstacle-client disapproval at having top- separate events on one screen. secret plans revealed at a stockholders' meeting --just doesn'texist. and the experiences of thehalf -dozen Change the Number publicly -held agencies have shown this. "Most agency espite tepid reviews and ratings. ABCStage'f'7is clients," he points out "are publicly owned, and they mily holding on to its sponsors but is adding some as know theydon't have to tell anybody what they don't John Hansen. advertising manager of Burlington want to. If an agency wants to go public and has reasons utries. which along with the Singer Co.initially for doing so. I thinkittill find its clients are almost ed the show. says the company is still quite enthusi- completely indifferent. - about the program. Burlington is committed for n additional shows this spring. A spokesman at the Speeding the Color Flow er Co.. which will back the show through NlaN'67. Video Pictures. Inc.. has knocked days off delivery of

that the program's shift to Thursday night. away color answer prints by using a $70.000 Hazeltine Color I Spy andDanny Kaye, maybe influential in boost - Analyzer. The machine permits instantaneous color cor- ratings. According to Bill Firman of ABC -TV's sales rection of negatives and prints. Corrections are made by irtment. the "wait -and -see" attitude of many adver- a color -timer and analyst who records them on tape and s during the show's first airings is giving way. He feeds them into the controls of laboratory printing ma- d newadvertisersfor upcoming shows: Colgate- chines. This eliminates endless sampling and resampling. noliye. Miles Labs. American Airlines. United Air- VPI currently is working on ways to process interposi- and Bulova. Client interest is such that Mr. Firman tives through the Hazeltine machine. Elsewhere, Coastal an ABC Sta,c '68. Film Industries is moving to overcome the serious short- age of trained laboratory color timers and technicians. Loudness Been Outlawed? It's setting up a color lab as part of its subsidiary, Tech- the problem istechnical or psychological. it nical Film Laboratories, and will train black -and -white I. the matter of "loud" commercials has been solved. workers in the mysteries of the polychrome arts.

i.snn Age'..\ orember 21. 1966 How cananyone forget that tender love scene? You won't let them.

1 Your schedule drags a little at some point. Now neither of these fellas is a pretender to a day to fill), we don't think you oughtto So you figure the best way to turn on a Gable's throne-but they have a way of try and survive on the classics alone. female audience is to put on a great lover. attracting women that would make a lover Why not call the man from WBC, Well, that's one way. blush. They run involvement shows. and let him show you how more than 150 But it's not the only way. They talk to women sort of person to person, stations have cornered a woman WBC Program Sales has come up with another in a way that makes husbands tune in without any help from Charles Boyer. solution for weak spots. to find out what they've got. Bright stars. So while we wouldn't dream of asking you to WBC PROGRAM SALES,INC. Like Mery Griffin. And Mike Douglas. give up movie classics (with so many hours 240 West 44 Street NY ,NY 12121 7366300

20 Television Age, November 21, 1966 Business barometer

ILIDIELI spot business, as reported here last issue, made its strongestgain of the year in August, the increase in local activity continued toexceed spot's as it has been doing all year. Where August spot tv was up11.8 per cent over August '65, local sales were up 18.6 per cent. In estimated dollars, thenation's stations took in $26.5 million from their local clients in August, LOCAL BUSINESS N//II II/:/ rIMP/ Ns 1/IION as compared to $22.4 million im/// »/), of /())//)/), millions of dollars for the same month last year.

$26.5 twork compensation revenue to stations climbed as well, $22.4 increasing 6.4 per cent, ,/9./ August '66 over '65. The estimated -dollars figures were $19.1 million and $18.0 million, respectively. r the month of August compared to July immediately preceding, bogus, (up .18.6( AssieseAt (op b. the sampling of stations reporting to Business ear -toy -,'or changes by annual station revenue

Barometer indicated that Station Size l.of al lluAine N elwork Compensation local business was off 4.0 per cent, while compensation l'oder $1 million 14.4'7; million 21.2 was up slightly, 0.5 per cent. million -up 1;It king a look at revenue gains according to size of station, 45 45 it's noted that the outlets )0 billing between $1-3 million 40 scored the largest increase on the local front (21.2 per .35 cent), while the stations billing less than $1 million in annually had the greatest increase in compensation. 25 25 w do the year-to-year increases compare with those of the

past? For local business, 1.5 that 11.8 -per -cent climb is the smallest for August since I ) 1,11/) I/I 1961. Last year, August local 1, ,ND 1966'6 mrimm 1966 '65 purism§ sales were 14.3 percent ahead of those in '64, and the gains for the previous years were 16.0, 13.8 and 16.5per cent. The 6.4 -per -cent compensation gain is about half last year's.

Et issue: a report on spot activity in September when the "new season" excitement was at its peak.

copyrighted feature of TELEVISION AGE. Business Barometer is based ona rm.-section of stationsinail income and Reogresolo trot e ...motion is tabulated by Dun & Brad .1

evision Age, November 21, 1966 9 1 Last month, the agency's soap client almost asked too much of producer Dee Applecart. They moved up the introduction date for the product additive. The air date was now twelve weeks away. Dee had to shoot the new color commercial on film over the weekend.

His leading soap lady was having an "Act of God". His favorite director was on location. The creative group never had enough time to come up with their answer to the errant knight. And the release prints took months to deliver.

He should have shot it at Videotape Center. We would have developed his color commercial instantly.

His soap lady would have had the time to complete her act. '*+NI His director could have gotten back from location. The creative group could have chilled the knight. ; And the weekend would never have upset Dee Applecart.

Is that asking Videotape Center makes video tape too much? 1make sense as a creative medium Not from us. for television commercials.

VIDEOTAPE CENTER

101 W. 67 Street, New York, N.Y 10023 (212) TR 3.5800

22 Television Age, November 21, THE WAY IT HAPPENED Newsfront

ps and Downs but when combined with other infor- up in some markets. down in others, mation-population growth orloss but there was a general fall -off in use Accordingto a recentsix -year of cough drops and throat remedies, idy by the American Cancer Soci- during the year, changes in advertising expenditures, any distribution nose drops and sprays, and oint- /, middle-aged and elderly men and ments. The suggestion was made that mien across the nation are smoking problems, etc.-it can furnish a mar- capsules andpills now and enjoying it more, while keteris ith one more point he may thetimed -relief have proved popular to the extent other study by two Harvard physi- need to increase his sales or profits. that many families no longer look to ins showed that youngsters 15-21 In studying more than 400 brands e smoking more and enjoying it- in 12 product categories, TvAR un- other means of relief. that remains to he seen. What covered some interesting bits of in- In the dogfood field, brand lead- markets, important when such broad con- formation. Among them: ership changedinthree Isions are presented to the mar - Margarine usage was up in five with Cabo taking first place in Bos- ter of tobacco is that he wants to of seven markets between the study ton, Gaines in Pittsburgh. and Purina periods in 1965 and 1966. The repre- ow whetherthey'reaccuratein in San Francisco. Gaines previously Boston, but lard to et ir%market or whether sentative offers two possible reasons heldthetop spotin last case is just the reverse in some for the increase. noting that the rise slippedto second: Ken -L led dropped to irkets. For itis only by pinpoint- coincided with the introduction of year in Pittsburgh. but fell from ; what is happening where that he new "soft" margarines. and that but- fifthplace:and Skippy San Francisco. n make thenecessary marketing ter prices have climbed during the firsttosecondin cisions to affect his sales. year's time to the point that some Since the surveys were conducted last consumers might have turned to the spring, a flurry of new names have The tobaccoindustryissingled t here. but the thesis holds true for low-priced spread. moved into the field as the "moist" !iy: what happens on the national Coffee drinkers more and more and bagged variety was introduced. appear to prefer either instant coffee Next year's survey should provide a isonlyanaccumulation of !tathappens in hundreds of ;oval or regular coffee, and are not mixing clue as to whether the new forms will iirkos throughout the country; and their buys. This trend has been noted make inroads on the traditional can- oat happens in those markets can in several previous Brand Compari- ned and dry kinds of dogfood. Ter widely from one to another. son studies: in Washington. for ex- A new lo -cal soft drink, Fresca, ample.I 1. Iper cent of coffee fami- showed up strong in the three TvAR I of illustrations of this appear lies used both regular and instant in markets where it was introduced. It i the latest annual Brand Compari- '7A studs put out by Television Ad- 1963;in1965. the percentage had jumped into second placein San intising Representatives. Inc. In ad- declined to 29. and in 1966 it was Francisco and was in third place in ( ion to studying consumer prefer - down to 24.1. Boston and Baltimore. eves and purchasing habits for cig- Coldtablets andpills were 5,000 -Home Sample. TheBrand flies. the survey covered beer and bought in1966 at about the same Comparisonstudiesbynoware 14v,coffee. cold remedies. gasoline, levels as in the previous year. going knownwellenough-they've been

gfood and a half -dozen other prod- issuedregularly since 1959-to be !Itgroups. accepted as a valuable and impartial More Smokers. research tool. (Pulse. Inc., conducts he More Point.While the latest Less Smokers the field work from an initial sample tdy goes into considerable detail Percentage of more than 5.000 homes in the of men smoking. the brands of cigarettes preferred /966-1965* eight markets combined.)In addi- men and women, some basic data 1966 1965 tion to providing agencies and ad- what has happened ill withtheresearchdata, seven mar- Boston 54.7 53.8 vertisers tsappearsinthetable onthis TvAR underscores the point that na- Baltimore 54.2 50.6 ge. In a year's time. it can be seen. tional and regional advertisers must percentage of men smokers de- Wash'ngton 53. 17.4 examine their marketing effortsin msed in Charlotte and Pittsburgh. Charlotte 53.9 57.2 local areas-where such a medium as tincreased infive other markets Jacksonville 56.7 52.8 spot television can be called into play Mere Tv AR represents stations.I An Pittsburgh .18.3 50.6 to bolster lagging sales. Copies of the tlith market. Philadelphia.was sur- latest study can be obtained from San Francisco 52.7 50.6 %wd in 1966. but comparable data Robert M. Hoffman, marketing and 1- lastyear was unavailable.)By Ti Brand Comparison data, based on researchvicepresident.at TvAR itIf the data smoking during week prior to surveys in may he insignificant. 11m -eh -May of each year. headquarters in New York.

l'euision Age. November 21. 1066 2:1 -?\ 4)-.cc,. PI t.4. C 1-1C. -1) b :: 10 LOt P3. 4_, 1 .. PI )(C' :-.ZiTcC E =I XR EQUATION FOR TIMEBUYERS

ONE BUY DOMINANCE*

WHAKRNNEG MOBILE

C L5TV ALABAMA

*PICK A SURVEY---ANY SURVEY

Represented by H -R Television, Inc. or call C. P. PERSONS, Jr., General Manager

24 Television Age, November 21, 1966 Television Age

NOVEMBER 21, 1966 1

Newest researel efforts represent a plus for advertisers, while providing an "extra" for stations to sell

What else besides numbers?

The merchant who sells on a local or regional the details? His taskisdifficult, and toaid basis may not be blessed with the profits of him local tv stations are slowly but definitely his national counterpart, but then again, he isn't taking on at least two new roles-as marketers cursed with his problems. The smallmanu- and as highly sophisticated merchandisers. As facturer often hasa vivid picture of his market; theirfoundationinthesefields.thestations he easily keepsan eye on who sells and who are developing and supporting a number of buys his goods. Butonce he goes state-wide, new research and marketing facilities. area -wide, coast to coast, his attentionisdi- Inrecentmonths,severalsuchservices vided among more markets andmore consum- have emerged. They differ widely inscope, ers than even his peripheral vision can en- but each has the aim of servicing the client compass. better at the local level. In addition, they have Still. the national advertiser must try to bring the not -less -important role of increasing spot the local market into focus. How does he keep televisionbusiness,eithergenerallyorfor one eye on the total picture and one eye on specificstations. Because this goalisso in- ision Age, November 21, 1966 25 Advertisers get variety of research help from thestatio

tricately connected tit the other- of the new services, it is offered free come from their own surveys. that of service for the client-the to advertisers who spend a certain many stationshavefeltand client often has questions about the minimum on a station, if the station strongly feel that media and marl validity and worth of theservice has elected to contract for the serving just don't mix. itself. And there are other questions ice. Media Survey, Inc., is available "Each advertiser has his pecul that can only be answered by the to all media across the country and marketingproblems.Westinghot advertisers and their agencies: are focuses on checking distribution and and General Mills, say. mayet'i the services needed?will they be display of a product in an area's top have different concepts of the Phil used? will they pay their way? supermarkets. cal market: one advertiser mayne Beforeendeavoringtoanswer "When media provide these serv- a survey in much greater detail th some of the questions,a lookat ices, they are motivated by one of another. But if I go and order a stc -ome of the most recent large-scale two things: either to sell the market audit,Ican setit up exactly as "innovations" is in order. or tosell something competitively: wantit.Of necessity, these synt From Westinghouse Broadcasting the stations, for example. The West- cated services treatallinformati. Co., Inc., came the Marketing Infor- inghouse service is of the first type. It for everybody on a standard dime mation Bank,acomputerizedre- provides marketing data to an adver- sion," notes Paul Keller. vice pre search facility which operates in the tiser whether he advertises on the dent, media and research, of Reac eight Group W station cities, to pro - Group W stations or not. The other McClinton & Co.. Inc.

Buying preferences are investigated through in -home interviews vide "closer rapport and a continu- services are sales tools. It's a quid pro That there is some acceptance o ing dialogue with clients, specifically quo; to get them you have to adver- these and otherservices,however including studies of their problems tise on the stations, so of course they also comes from a variety of factors and opportunities in marketing." The mean extrabusiness,"saysAllan For one, the cost of a market surve' kind of information provided ranges Greenberg,vice president andre- through A. C. Nielsen, Audits am from data on product ownership and search director of Doyle Dane Bern- Surveys, Inc., or some other outsidt use to consumer preferences and atti- bach, Inc. source, can often be prohibitivejot tudes. That the station's transition to the the less than giant manufacturer. Fot Marketing Measurement Index, a roleofmarketerisevolutionary the national advertiser who i-.111as subsidiary of Eastman TV, Inc., a rather than revolutionary is due to large as P&G, Colgate or Lew. the station representative, was developed resistance that has been felt on both new services, although they maynot to measure product sales, percentage sides, the stations' and the advertis- be tailormade to his specific needs. of market, total cases sold, accessi- ers'. Advertisers readily admit that are helpful-and they are free. bility of specific products in stores. they need more local information, Some advertisers rely on their oval etc. Like Media Survey, Inc., third but many feel that such data best surveys. The Kellogg Co.. for ex'

26 Television Age, November 21, a plus. but a secondaryfeature. Vic new services are not really asale, tool as far as we can see. They're au informationsource. That informa- tionisvaluabletosome, butif things get to the point where we'rc selling marketing facilities instead of tv. we're in trouble." JWT media director Dick Jone- sonalities boost new -product introductions in stores said:"The Westinghouse information may help in media planning by pie. continually has detail men in continueandincreasehisefforts providing the advertiser with addi- markets-"they even go into the there," says media director Richard tional information on the relation- I h houses to count cereal pack- P. Jones at J. Walter Thompson Co. ship between product and medium s," says one representative. But Advertisers withsomereserva- usage.Brand RatingIndex,Sim- manpower and money needed to tions. have generally expressed inter- mons. and others do this to some r tain this kind of system puts it out est in the new services. Some would degree.Idon't seeitas swinging to the range of most advertisers, as like to see a "network" of stations businesstoWestinghouse,butit ill. Again, there is an opportunity providing such data for purposes of gives them a good image." t't media's "free" services. comparison from market to market. In most cases.it was felt that if A thirdexistingfacilityispro - A media executive at McCann-Erick- two stations in a market were some- ledbytheadvertisingagencies son. Inc.. said. "Television will nave what equal. if two alternative media buys had comparable value. or if the 1 o send account men into the field to develop some type of marketing tre research projects. However. mar- and merchandising service to meet advertiser had a special problem in k inganddistributionsituations the increased competition for adver- the market and wanted to check it tngesorapitlINthatunlessthe tisingdollars,especially when uhf out with an audit. the "extra infor- .tps are made with some regularity. stations become a serious threat." mation" could attract added dollars

It information becomes meaning- While itis generally agreed that to the station offering it. s. And most agencies are reluctant many tv stations are now providing According to some media people send a $20,000 -a -year man into a aneededservice,the questionof contacted. television is just beginning )ermarkettocountdisplaysor whethertheservicewilldirectly to reach the level of other media in s.lf facings. bring more money to those stations terms of marketing and merchandis-

\t the station level, greater corn- is widely disputed. (Continued on page 58)

I it ioninthe market. with other "Such studies may benefit all the ttlets and with other media, plus stationsinthe market." notes Mr. (.1tinuing competition with the net- Keller of Reach, McClinton. "And if % rks for the advertisers' dollars. has the research is done well. the benefit s naffed a situation where the sta- will rub off on the station, evenif r-Ifeels pressured to give its clients only in terms of good will. which rre than merely an audience. overalongrunproducessales -Advertising is unquestionably be- results." t ringmoreandmorealocal "I don't think people will buy tv t:erprise, and advertisers are because that medium has a research tneandmoreconcernedwith serviceavailable,butitmay put s-eifcmarketingproblemsand moneyintoonestationoveran- I. localarea.Ifthispremise other." remarked asales manager i accepted,itfollowsthatthe from one of the leading representa- ire an advertiser knows about his tivefirms. "The station'sfirstre- Icodinginaspecific market, the quirement. however. is to provide a tter the chances are that he will good schedule. Merchandising can he Auditors check sales at store level

evision Age, November 21, 1966 27 With Hollywood easing its rules on what can ( and cannot be put on the screen, will television follow suit?

id' tis in the interest of television as a vital medium to encourage and promote the broadcast of pro- gramspresentinggenuineartistic or literary material. valid moral and socialissues,significant controver- sial and challenging concepts and other subject matter involving adult themes.Accordingly,noneofthe provisionsofthiscode,including those relating to the responsibility toward children, should be construed to prevent or impede their broadcast.All such programs, however, should be broadcast with due re- gard to the composition of the audience. The highestdegreeof care should be exercised to preserve the integrity of such programs and to 'Virginia Woolf' passed Code, but pHtit, probl, ensure that the selection of themes. their treatment and presentation are made in good faith upon the basis 'Moon Is Blue' was controversialin197,3 of true instructional and entertainment values. and not for the pur- posesofsensationalism,toshock Neriiitrik or exploit the audience or to appeal toprurientinterestsormorbid curiosity."-Article 7, Section 11, of the NAB Tv Code, first promulgated ' arid Eve' of March 1, 1952.

"It's quite adequate," said Don- aldH.McGannon,presidentof Group W,inaninterviewwith TELEVISION AGE, when askedif he thought the NAB Code might need Bardot can be troublesome revision in light of the recent changes in the Code of the Motion Picture Producers Association of America. The paragraph cited above is theone which governs acceptability by Code- subscribing tv stations and networks of programs and feature films with so-called"adult"themes.Earlier

28 this year the new head of the MPPA. ould rely more heavily on prime - JackJ.Valenti.institutedare- time movies in seasons to come. vised Production Code, one unclut- There was alsospeculationthat tered by the taboos put up back in motion picture producers and dis- the '30's when. in response to pres- ttibutors might have a hard time sure from church groups. the major placing some of their "new Code" Hollywood studios thoughtit better product in tv. to set themselves some sort of self - Two months before the news of regulatory machinery than to be be- the new Hollywood Code, Mr. Me - set by censorship from states and Gannon had notified the Group N1 cities. stations to be on their guard against The Hollywood Code hasbeen features that unedited might not be simplified, with the key provisions suitable for "the family living room." wordedasfollows:"Indecentor Henceforth. Mr. McGannon said, the undue exposure of the human body stations were totelecast only pic- shallnot be presented.Illicitsex tures which, whether edited or not. relationships shall not be justified. could be considered appropriate for Intimate sex scenes violating com- family viewing. And, "when editing mon standards of decency shall not permits the film to be aired but its beportrayed.Restraintandcare content remains adult in tone, the shallbe exercisedinpresentations audiencewillbe advisedofthat dealingwithsexaberrations. Ob- factat the beginning of the show scenespeech.gesturesormove- and atall places where the titleis 'the Code? ments shall not be permitted." announced: 'The following feature Under theoldCode, "complete film is considered adult in character nudity. in fact or silhouette." was not and this is pointed out for the guid- allowed. and there were eight para- ance of our audience.' " graphs of taboos, among them any mention of abortion. perversion "or Identify 'Adult' Films any inference ofit." and the use There arethose who saysuch 'The Pawnbroker' --editing needed of seduction or rape as material for forewarning as often draws in the comedy. juveniles as it leads parents to pack In announcing the simplified them off to bed or switch off the shall-nots. Mr. Valenti said the 1933 set. Similarly. the movie -advertising Code had been updated to keep it phrases "No One Admitted Under 18 "in closer harmony with the mores. Years."etc..areoftenconsidered the culture, the moral sense and the goodforbothadult and juvenile expectations of our society." box-office. The Code changes came at a time Whatever the truth of this, Mr. when feature films, more than ever McGannon's suggestion is analogous before. loomed as a major part of to a part of the revised Hollywood tv programming in the future. The Code dealing with movie advertising: so-called -A' wairevolution.'had "Producers, in cooperation with the just begun:there was widespread Code Administration,willidentify evidencethattelevisionnetworks (Continued on page 59)

29 Next summer. Sullivan. Stauffer, continued growth asitmoves into Colwell & Bayles, Inc., will be adulthood. In the major leagues, the 21. The agency, a late war baby, was agency should break into the top 20 founded July 1, 1946, when four top world-wide agencies shortly. executives filed out of Ruthrauff & SSC&Bopeneditsdoorsan.1 Ryan. They took with them two beefy pocketbooktothe post-war boon, accounts and a dedication to a seem- withaskeletonstaff jammedin- ingly simple philosophy of advertis- tothree rooms inthe Bar A-i,- ing: the only successful ad is one ciationBuildingon West I Ith that boosts sales of the product, and St.inNew York. When founder the only good agencyis one that Raymond Sullivanheardthathis gives its clients personal and indi- good friend Ben Duffy hadsome vidual service. extra space in the Marguery Hotel In the beginning, SSC&B was hot; (then in the process of being con-

it had somewhat the mystique I except verted from a plush residential hotel for the heavy emphasis on "creativ- to an office building), he persuaded ity") of a Wells, Rich & Greene, DDB the BBDO chief to lease him some orJack Tinker. The agency was space. The new firm established itself young, fresh and out on a limb. Im- in a 15 -room suite with five bath- portanttoitsfuture,itwas also rooms. Mr. Sullivan occupied the talked and written about extensively. living room; Mr. Bayles, the dining For a couple of weeks it teethed on its room; Mr. Stauffer, the kitchen; and charter accounts from Ruthrauff & Mr. Colwell, the library. Production Ryan ($2 millioninbillings from was in the pantry and copywriting in SSC&B Noxzema Chemical Co. and Smith the various bathrooms. Brothers cough drops), and then new comes accounts started rolling in. Hard -to -Find Agency Some 14 months later, the agency's The setup had its limitations. The "uncertain youth" was clearly over. agency was badly undermanned and, of age In addition to its $2 million primer, as late as1948,the research depart- About to enter SSC&B had by then landed $1.6 mil- menthadtousemailboysfor lion in Carter Products, $1 million quick field surveys andcalcu- its 21st year, from the American Petroleum Insti- lations.Clientsweresupposedto tute ( for years its only non -packaged - use the front elevators, but Sullivan, Stau goods account), a growing stable of thestaffanddeliveries came up Colwell & Bay Lever Brothers products, and$800,- the service elevators. Sometimes the 000 in mayonnaise, tea and spices building attendants became confused has topped the billings. The agency was on its way, and directed clients and the "just- but its story was only beginning. looking" to the freight elevators. $100 -million When SSC&B celebratesits21st In1947when it was virtually im- in billings birthday, its billings will be well in possibletogetphonesinstalled. excess of $100 million, more than ten SSC&B was forcedto maintainits times its size whenNewsweeksingled old officein the Bar Building and it outasadvertising's"Success have phone communications delivered Story" of1947.The agency can no by messenger. Client Carter Products. longer claim youth and small size and for one, was unaware of SSC&B's new cannot honestly be termed "hot." But address and reportedly searched in SSC&B has held on to its founders' vain for four days for the firm. For founding principles as a vital link awhileclients hadtoreachthe withits past and as insurance for agency by dialing the radio networks.

30 Television Age, Novembe The networksvolunteeredtorun lines from their trunks to the Mar- guery as a service totherestless. elusive agency. Today, two moves later, SSC&B is packed incloselyonfloors10 through 15, and part of16, of a large. tall. yellow skyscraper in mid- town Manhattan. When the agency moved in 1959 into what has been labeled Uriah's Heap, or The Golden Tower, "we were rattling around," said Martin H. Hummel, senior vice president.Mr.Hummelsaidthe agency has three pressing choice, I, cope with its critical need for more elbow room: it has already notified the building owner thatitisinter- estedinany space asitbecomes available in the present buildin:it President Seaman: "Determine what can make you great, not good" can move the entire shop to another location: or the accounting and other service departments could be moved *rice presidentll n tin Hummel out. leaving all the existing space for 4.4 creative, contact, and media people. Visitors to SSC&B no longer com- pete with freight deliveries for elevator space.Intact.the agency can claim the only private, individually paneled elevator in the building. The executive 12th floor reception room. where most visitors are received, is conservativelyappointedinEarly Americanstyle.Freshflowerar- rangements are delivered every Mon- day and Wednesday to grace the old leather -topped reception desk on the 12th floor. The agency has a plush, if small. executive dining room where perhaps a dozen executives and clients can lunch privately.It's a far cry from the dining room \I r. once used as an office. Having begun in the days of television'sinfancy. SSC&B has with. stood. indeed fed upon, the advent of ty and "the explosion of advertising generally,"saysRichardR.Uhl, SSC&B creative head. It spent an estimated S60 millionintelevisionin

:31 1965, making it the industry biggest spender. Since 1960 th cy increased the percentage billings spent in television mo 100 per cent, making itth

largest agency in percentage in mi for that period. In an effort to s its growth and to widen its base, agency four years ago embarked a deliberate campaign to capture porate, service, and hard goods counts.

Demilitarized Tactics

In the past six months SS(4Bli

alsorealigneditsdepartments 1 smooth procedures in line ith II

increasing amounts and perc I of billings going into televisio medium accountsforalmost thirds of the agency's totalI.illini Insteadoffiveseparatepi ograi ming,art,media. creativeand the Media -broadcasting head Harry Ommerle production departments,not% are two: Creative, and(tentative named)the media andIttoades operationsdepartments.The 6. original departments, after months, talk and conferences with an \ one i the agency who had anopinion. Wei merged into the two, with Th., II head of the new creative departmei and Harry G. Ommerle, formerly il rector oftvradio production -ao. programming, headof media an broadcast operations. Mr. Ommerle termed the union programming and media under an umbrella "inevitable" because of th, growing dominance of tv billings an, changingpatternsoftvprogram ming. "Years ago tv program buyim was a thing apart frommedia." hi said. "We were interested in prograo Richard Uhl oversees all creative activity ownership andfullsponsorship 01 programs. There was a definiteneed for a .daily, active, and self-sufficien!, programming department.Butthe networks gained control of program. ming and the costs skyrocketed.Ilk: advertising industry had tospread

32 Television Age, November 2 966, Lipton Tea

k; the system of scatter buying, graduates. "better if they have a busi- ipations, and buying of min - ness degree." who areflexible.The !specially on 90 -minute and two - agency prefers to promote through shows, evolved. the ranks rather than go to the out- did notreally change the side. but when a special need or emer- for program men, for they still gency arises. Mr. Ommerle says he In a vital service in appraising will get qualified people wherever he ams. But, the need for a strong can."Advertisingisoneindustry department increased dramati- where the number of jobs is an as- When you cut right through it set." he said. "If you've only been at ou end up saying we needed one agency. many people ask, 'Why? rking sense of partnership be - Doesn't anybody want you?' "In media and programming. To- media purchases, he says, the agency i rwe can make the program strivesfor a qualitativeanalysis irs that are best for the client." alongwiththequantitative. "We Ommerlesaid the "certain don't only recommend the numbers nt of competition that existed anymore:you have togive them is no longer present:, some dimension and special mean- tching back behind his large ing." ,00d desk. Mr. Ommerle search- a clear explanation for such a Founder's Legacy shake-up beingmade so hly. "In a word. we have always Inthe new creative department zo remain as flexible as possible "intercreativit)" is the word passed inregardto everything," he down from on high. Intercreativity is `That has helped.AtSSC&B no a term coined and promulgatedby Pall Mall Cigarettes confined and there are no lines S.Heagan Bayles, board chairman litary hierarchy that have t) be and chief executive officer. "He was ved. There is no office politick - trying to explain a changing world of here's really nothing to get mad advertising." said Mr. Uhl. "It's1 ,o1 if you can go into other peo- world in which overlapping responsi- ioffices without facing lines of bilities make the segregation of copy. Tariesandotherobstacles.If art. and tv production into separate - ukeptwaiting.just throw a unitsinefficientandunproductiv.. llohrough the window and you When peoplerealizethere are II e heard.'' walls or artificial limits of responsi- billy. then there is no way to pas: College loath 11 -anted' the buck." be added. "They get the job done, and usually better. because 'se dins. with the media world they feel more of a team spirit and mg rapidly. SSC&B's media and personalresponsibilityforthe end mining chief said he is always product." igforyoung("unfortunately Supplementing Mr. Ha) les' legacy

e,it's always young!"1 people of intercreativity, Mr. Uhl has added

ire able to adjust to and take to the pot his own ingredients for a tage of the steady flow of new tasty creative stew. "I try to create a and programming ideas and spirit that advertising can be fun," "Theformulathinkercan he said. "II) that I don't mean drunk- onger make it in media," enluncheonsandlampshadeson aid. In the constant pur- )our head, but a group of excited 1 f qualified youth torenew his people. salesmen at heart, who enjoy ment, he seeks young college (Coninued on page66)

ion Age,November 21, 1966 are WWI 111, Fourth in a special series

eralprofitable directionsinwhich children's show field. This,c,Non, the entire field may move. looks like Marvel Super Heroes A bright hope, of course,is the "hit" status. Produced by Gra growth of uhf thatwill put more Lawrence and syndicated by independent stations into major mar- Films, the half-hour color strip kets. Without a constant feed of net- off with a starting lineup of 44 work programming. itis hoped the kets. uhf's will have to find a niche for Cost of Cartoons themselves.In some cases, theLt.'s have already discovered that child- What ittakes to make such views-"There's plenty ren's programming can fetch good, "overnight success" is the right con Towrong with the market /or syndi- evenoutstanding,ratingsagainst bination of ingredients-which oftt cated kid shows" and "There's no- strongopposition.InPhiladelphia means originality, color and pile thing wrong with the market /or syn- lastseason.forinstance, wKBS of the speediest hits inrecer dicated kid shows"-might appear ir- climbed on top of the daytime heap memory was Stingray, an athentui reconcilable. But the addition of a by running Buena Vista's Mickey series employing marionette -like few words tothe second sentence Mouse Club. This season the station gures and brought here from Eni can make allthe difference in the is running five hours of kid shows land by Independent Tv Corp. Th world. "There's nothing wrong with daily,fromlate morning through 39 half-hours were snapped upi 1 the market for syndicated kid shows," early evening. The example. and the more than 100 markets. Twoyear, saidonedistributorofjustthat results. shouldn't be lost on uhf out- previously, though. another ITC pre kind of programming. "that a Utile lets elsewhere, particularly in those gram of like nature. Supercor. imagination won't fix. markets where fatv's have aban- dashed into 150 markets-and th For there are problems in peddl- doned their franchises on the tod- 50 -marketdifference can beattri ing juvenile properties these days, dlers. butedtothechanging,tightenint problems that have been discussed Realistic Goals nature of the business injust tsi tangential') in these pages in earlier xears. A third program, ITC's Fire parts of this series, and in depth in But while the u's are growing, the ball XL -5, clicked in around 40 mar Gone, the Baby Sitter last July 18. syndicators are moving-and think- kets in a year's time, indicating per Thedifficultiescenterarounda ing. Except for Kellogg, the adverti- haps that the marionettefield btu squeeze on time at the local stations, ser who buys a syndicated kid show been well -mined, and that the on their growing tendency to use fea- in a great many markets today is al- of a few years agoistht turesorvariety -talkprograms in most nonexistent. Even Kellogg has familiarity of today. what was once "kiddie time," and cut back from the number of pro- On the matter of price,lumelk their reluctance to try for the highly grams and marketsitonceused. the importation of programs fr seasonal advertisers who use child- Thus, syndication today is strictly a overseas has helped syndicators Sal ren's shows. when the food, drug, station -by -station business. Then, too. the high costs of U.S. production. detergent, etc..clients can be sold whereformerly100 markets was Animation costs in Hollywoodlpd year-round.Additionally, much of consideredarespectablegoalin New York run about $2,000 per the money ofthe toy and cereal sales,today 40 or 50 marketsis minuteforfullanimation.about advertisers(traditionalbackersof more realistic. If the markets can all $1.600 for the limited style. In Japan kid shows at the locallevel)now be "top 50" markets, the seller has -which has become a major source goes into network-not only on Sat- little cause to complain-especially if of animated programming-limited urday morning. but heavily at night he sets a bottom price below which animation can be turnedoutfor in the 7:30-8:30 period. liewill not go. But to put a show $1,000 a minute. The fact that the In the face of allthis, however, across in that many markets, even if foreign -made programs oftenplay some of the syndicators willstate they're not all "top 50," means the intheir native countrieswhile strongly that kid show selling will show hasto be unique.flavorful. they're being sold elsewhere heir pick up inthe very nearfuture. exciting. to bring down costs: U.S. rightsto that already there are signs of a As on Broadway, almostevery a half-hour cartoon show can hehad resurgence, and that there are sev- television season has a "hit" in the for around $10,000.

Television Age, November 21 Despite a "soft" market, syndicators of children's shows count on imagination stsbecomehighlyimportant to spur sales it's understood that a five-min- artoon can fetch between $750 ;2.000 per episode in New York, ahalf-hourcartoonbetween Kids can be captured 10 and $5.000. As the property rtifered further down the line in inlet size. prices plummet. d whileit',true that the uhf s are a growing market.they ly pay less than vhf customers. f as little as a third of the going As with most syndicated shows days.ittakes longer-perhaps or four years-before a kid returnsaprofit.Still,from

Imount of new product put into tnarket each year,it'sobvious plenty of producers feel there's sfitable market "out there." ..v. however, look to an immedi- ?.turn of the "old days" of just i years ago when a show like Features'Popeyehit 175 mar - Three years back.Popeye wa, 1016 markets. and today-in its 4(d round-it's not doing badly i(.out 100. King Features reports recent1'62-'631productions- ty,;Kat,BeetleBailey,Barney ode-havedonewell.butthe eels aren't as good asPopeye's. hi is a problem that new products tr face-the fact that much "old" (Low productisstillavailable, Lcin price (sinceitrecovered it long ago), and is "new" to n.. generation of kids. New Against Ohl litis-Lux Tv hada similar story id several of its shows. When it 0:htoutFelix The Cat inthe 11'1 '60's.the show quicklyhit e 0 -markets level. But when The iyyHerculeswas rolled out two Alater, the initial streak ended markets: and last season, the Gigantorseries barely squeezed (Continued on page 62)

sion Age, November 21,1966 Culture in the capital

n the "cultural explosion" taking day box-office sales is all too readily Amore on Tuesday. offered thes) place throughout America, some doomed by rain, snow. fatigue and phony'sconcerton Wednesd interesting paradoxes are coming to a hundred other factors that induce moved on to the Opera Society's tt light. While small cities that could potential patrons to stay home in the hour rendition of The Magic Ph once scarcely afford a public library warm glow of their tv sets. and closed with a special concert

are premiering symphony orchestras Much asitwouldliketo have guitarist Charlie Byrd. The firsta and community theatre groups. old people sitting home before their sets, fourth programs ran an hour ea andestablishedorganizations in the management at WTOP-TV Wash- the symphony program ran 90 m largercitiesare waging desperate ingtonfeltit had an obligation to utes. financial struggles to stay alive. several of the city's cultural institu- A Pageant o/ the Per/orming A In San Francisco, a major thea- tions. Thus, in the hope of building isn't a project that can be m hipp trical group perished from lack of season ticket sales for the Washing- together on the spur of the MO support; in St. Louis, a symphony ton National Symphony, the National WTOP-TV taped the opera last season was almost cancelled because Ballet,and the Opera Societyof uaryatalocalauditorium. funds reportedly were unavailable Washington. the station decided to ballet and concert were taped to increase the musicians' wages; in present each in a primetime special auditorium in April. Guitarist New York, the Metropolitan Opera program. And. to make an impact. played his hour in May at the nearly was struck in similar circum- it was decided not to scatter the pro- tion's Broadcast House studio.. stances. grams over a broadcasting season. Silman, program director, along The key word in support of most but to run them on four successive producer Michael Hardgrove and local cultural enterprises is subscrip nights. The offerings were scheduled rector Duke Struck, worked on Lions, the season ticket sales that pro- torunTuesdaythroughFriday. productions in conjunction with vide the operations with funds far in a September week when the "new regular choreographers. condu in advance of performance.Itis season" television excitement was at et al. these sales that indicate the depth of its peak. The results were immediate. public support, for the performing The series opened with the ballet's in the first few days after th group that must depend on day-to- production of Swan Lake and Con (Continued on

Programming, a Jar cry from 'Bonanza'

Four specials in lour days spur Washington citizenry to support local music and dance groups Seven Arts Television presents

26 new animated half-hour underwater color adventures SOLD! Argentina Cyprus Kuwait Singapore Brazil Guatemala Mexico Thailand Canada Honduras Panama Uruguay VARIETY Costa Rica Hong Kong Puerto Rico Venezuela Curacao Iran Saudi Arabia Review New York (WNEW-TV) Columbus, 0. (WBNS-TV) Television Los Angeles (KTTV) Dayton, 0. (WLW-D) Chicago (WGN-TV) Hartford, Conn. (WTIC-TV) MARINE BOY Philadelphia (WPHL-TV) Orlando, Fla. (WFTV) Producer MinoruAdachi Detroit (CKLW-TV) Saginaw -Bay City (WNEM-TV) Syndicator: SEVENARTS TELEVISION Washington, D.C. (WTTG) Lexington, Ky. (WLEX-TV) 30 Mins. Cincinnati, 0. (WLW-T) Green Bay, Wis. (WLUK-TV) WNEW-TV, N.Y.(animation, color) Denver, Colo. (KWGN) Paducah, Ky. (WPSD-TV) good tran- Rochester, N.Y. (WROC-TV) The Japanese putout not only pretty film product that'salso pretty sistors but animation U.S. market-in good. And they seemto know the fill a cartoon, asrequired other words they can and - in the Action, Magic and Excitement! with the full quotaof noise, action package -a lot ofsci-fi fillips that's a Each superbly produced half-hour adventure colorfully dramatizes case of this Marine Boy's daring underwater heroics as he calls upon his spe- cinch to arrest, if notuplift, the tots. by U.S. cial powers, extraordinary shoes, a flying submarine, a magical "Marine Boy," onthe terms demandedsolid hunk of is in short a pearl which foretells the future, his loyal white dolphin, Splasher, kidvid programmers, pickupsre- animation pulp, andfrom the sales and his beautiful mermaid friend, Neptina. sal sonthecir- ported by the distribfigures to caught, via NewYork independent cuit. Segment one of a mixof cartoons WNEW, which runs it as concernd an stripped in its 5 to5:30 p.m. slot, madman out tohijackuraneium. and let up hardly once. The action pace didn'tscientist father, and adolphin "Marine Boy" has a padded, if Seven Arts Television sidekck. The fishshould have its prt i laughs. The dialogis sheer onlyfor charm and NEW YORK: 200 Park Avenue YUkon 6-1717 funny. LOS ANGELES: 9000 Sunset Boulevard CRestview 8-1771 camp, and often Japan's K. FujitaAssociates.. The animation is via Pit TORONTO: 11 Adelaide Street West EMpire 4.7193 10/12/66 Seven Arts Productions International Limited Roberts Bldg., East St., Nassau, Bahamas Cable SEVINT ].ALIMLI,A1 COLOR ISSUE

FORMS CLOSE NOVEMBER 21

Television Age

Television Age, Not ember 2!,1it A PROGRAM MAN'S Viewpoints

What's Special about Specials? tiser to hit the big payoff-with a top name infrequently seen. waving discussed "what makes a hit show?" in the last issue, the next subject logically is to analyze Other strong ones are the Marineland specials and Ice Capades. These are better off-season. Ice in summer is a 1)e ngredients of a hit special. Specials are meant for hot medium. These, too, have all -family appeal and do -tisers who have infrequently -purchased products, well in these hours. The good old circus is in this cate- nal sales, need for hypos to generate enthusiasm on gory at the time when circus fever hits all generations. ?sale and retail levels, or other good reasons. They 1 1966 has also seen the first smash hit by all counts rein increasing part of the television scene as longer 11()etter shows take the place of the conventional half- in the three-hour Bridge on the River Kwai, which even ot quiz, situation comedy, western or drama shows of knocked Bonanza out of the box. The problem here is how to follow it, since Hans Christian Andersen appears le iast. 'cause a special runs at least an hour and as long as to have done only fair-half the rating of Kwai-in a in hours, it is an important event in the viewing lives time period which had great promise. The answer is that it just wasn't as good a picture. f households. When the family decision is made to lel an evening with a special,it often alters fixed The question of what makes a good picture and what al -s drastically and can change network averages if makes a great picture, of course, is always practically ''ally strong show declines on network A while a impossible to answer. Kwai has been justifiably acclaimed trig special pulls up a weak night on network B. as a great one, while Andersen was always one of those .Ice all networks and many advertisers are looking multi -million -dollar pictures (a tremendous budget for the early '50's when it was made) that proved to be idfor the sure-fire special, the competition for prop- popular. Where Kwai had superb acting and considerable ti,is fierce. The costs per minute are high and they fe oing to get higher. A $200,000 minute is indeed a suspense, Andersen had cuteness and songs. On tv, the lengthy ballet scenes and the commercial interruptions usbilityinthefuture,particularly on blockbuster probably led to tune -out. Kwai gripped viewers so they 1r -hour movies. In order to minimize the risk itis roar to look at the record. How have specials done sat through the commercials; a musical-unless it's a ye the years? masterpiece like Oz-just will never be able to do it. I ()king back over ten years, an event which has con- The specials are pouring in and the wild bidders are istitly high shares and ratings is the Miss America raising prices for personalities and feature pictures to aunt (37 AA rating average and 65% share). Most the degree that a $10 cost per thousand homes may be eaty contests do better than average. This must mean normal. It now costs $500,000 for a modest hour, time iagirl watching is a universal sport. There are a lot and talent gross. A big star may get that for the pro- f .ows like this and they seem to do best running from gram alone. 0:) p.m. to midnight. The only answer is to be ingenious enough to figure how "Je next consistently high category is the Academy ds or Oscar telecasts (39 AA ratingaverage and share). This combines the suspense of the contest beauty and glamour and appears to bean annual ring pleasure in most homes. Even theEMITIN Sdo although not quite as well as Hollywood hocum. i the all -family side The Wizard of Oz is the undis- I champ and still going strong. Here thesecret is it it on at an early enough time to attract the con- ius supply of new audiences. In thissame category -inderella and Peter Pan. Repeated showingsseem to dominate a time period with an audience large enough to enhance their value inall -family, early prime to pay off. The way to do that is apparently with shows in the above categories and, perhaps, an occasional musi- .ixtis the personality category. Perhaps Bob Hope cal or drama that fits the mood of the time and presents e leader, especially with holiday specials. His popu- stars of extraordinary talent. y has passed the test of time and shows no sign of One good thing about a special: unlikea regularly ue. Carol Burnett, Lucy, and Julie Andrews have scheduled show, the audience doesn't know whether it's 5 this magic circle. So has Danny Thomas, and the good or bad until the show is over. Therefore, publicity winner in 1966 is Jim Nabors witha 40.9 share and promotion often make or breaka special. The adver- over 22 million homes. Andy Griffith has also been tiser using this technique must makesure all of his in- tis league. Thismay be the best way for an adver- gredients are top drawer.

ion Age, November 21, 1966 39 Film/Tape Report

FIT TO SPLIT turned to think in terms of the movie Nathan had been at Comet Filmss One solutiontothe problem of screen, not the tv screen, from dec- vice president and directorof making cigarette commercials inter- ades of making ad films for cinemas. Before that he was with Tv M.. esting within the limitations of the As a result, he said, "their produc- keteers and with MCA -TV Ltd.s Cigarette Advertising Code has been tion is more polished." Yet with that vice president in charge of sales, Id developedbyWilliamMuyskens, perfectionism they tend to "overpro- once was vice president in charge f senior vice president and commercial duce," he claimed, by leaving in too sales and general sales manager radio and tvdirector of William much extraneous detail, thus making United Tv Programs. Currently }us Esty, and Paul Kim and Lew Gifford, for a painstakingly cluttered image. chairman of the upcoming TFE commercials film designers. Over a ZOOMING IN ON PEOPLE exhibit at next April's NAB cony. two year period Mr. Muyskens and tion. Mr. Place was with H -F P. RKO General, Inc., subsidiary of Kim -Gifforddevised a Mondrian- ductions as a sales and productil esque screen split 14 ways, with the GeneralTire,setup RKO Pic- tures Company as a separate enter- executive, and before that was shapes of the 14 separate image- account executive at NBC. Earli, frames changing rhythmically to the tainment entity headed by ROBERT J. LEDER as president. Incorporated into he was director of sales service t beat of the Winston jingle. Unlike Peters, Griffin, Woodward. earlier split screens, where framing the new divisionis RKO General Productions. RKO Pictures will take Screen Gems promoted DICK CAN remains constant, like that of a grid, BELL to Western divisionsyndi. the Winston commercial first telecast over the distribution, production and financing functions of RKO General tionsalesrepresentative.Hehl last month has,in the contracting been Southwestern sales represen and expanding frames, movement in Productions, which continues to func- fivesince joining the company I every plane, "in and out" as well as tion as the tv department of RKO Pictures, producing pilots, cartoons, 1958. Before that he was gene I vertical and horizontal. The film re- manager of KOTV Tulsa. quired making 14 different runs, or specials and series. Also under the RKO Pictures umbrella are Madi- American International Tv movl the equivalent of 14 commercials, HAL BROWN from the West Coa, with 50 matte blockings for each sonSquare Garden-RKOGeneral Sports Presentations, RKO General where he was western sales manage, run, and each matte blocking worked to New York as assistant to Stanl out in relation to the 13 other mattes Attractions, and RKO Music. At RKO Pictures, MARTY FLIESLER E.Dudelson,vicepresident in synchronized parallel. Now that charge of distribution. Replacing A the matte-ing has been done, other isassistant to Mr. Leder and vice president for promotion and adver- Brown on the Coast is SID COHI film elements can be introduced for former West Coast manager of 0 a variety of commercials. tising. DAVIDYARNELL headsthe productionunit, AARON BECKWITII cial Films and Allied Artists Tv. COLOR RUSH heads RKO Attractions, JACK PRICE Filmways Tv signed up SAM MA Bebell & Bebell Color Laboratories the sports unit and JOE LINHART the NERS as production executive on t started up an all -day processing serv- music arm. Lassiter pilot, being made in a ste ice on commercial Ektachrome film. WYNN NATHAN joined Wolper deal with CBS -TV. Mr. Manners w Hitherto processing of this film was Productionsas generalsales man- with Herbert B. Leonard productio only done during the night. Now, ager of the syndication division, and on Naked City, Route 66 and oth says B&B president Lars Bebell, pro- series. ducers and optical houses can get LEO PEPIN joined Desilu Produ their commercial Ektachrome ECO- tions as production manager. For tl 2/7255developedmorningsand past 14 years he had been associa afternoons. producer on Ozzie and Harriet. JOHN R. (JACK) SHEARER rejoin( YANKEE SIMPLICITY Visual Electronics Corp. to manst What British admen likeabout the company's tv color film syste. U.S. tv commercials is their simplic- activities. He had been with Visu ity, according to Lee Savage. The two years ago asspecialprojec creativedirectorofSavage -Fried- manager, and then became chief e' man, back from filming assignments gineerandgeneralmanager in The Switched -On City, said "the Videoflight,Inc.,asubsidiary English call it 'that smart American Sony Corp. of America. look.' " One reason the Britons are MR. NATHAN AT COMMERCIALS MAKERS struck by thecleanlinesofthe American product, Mr. Savage re- RANDY PLACE joined the company as .1 EH. GOLD joined Van Piaag Prt marked, is because they are accus- New York City sales manager. Mr. ductions as sales head. Coordinatin

40 Television Age, November 21, 196 iew York account activitywith that n Miami(Studio City) and Holly - Advertising Directory of good, where the tompany recently pened a new studio. Mr. Cold had een withWylde Films. SELLING COMMERCIALS Producer -director NEWT MITZMAN nd camerman-director ZOLI VIDOR aye both leftMPO Videotronics to

reelanre. Acushnet Reach. McClinton Canadian Pacific Airlines Kraft Smith & Ehrig

. i '' r".' -ir MICK CUTS ',:: 0, .....N.Y.- -..- -

\oah's Lark, a pilot for a car -

ion series, is in production at Focus ,-4 . 4 7 4 ..,... resign.Inc.,subsidiaryof Focus ; 11l , 'resentations, in a co -production deal ith Total Television. Aimed at net-

., , ork Saturday morning,thepilot 1/1 .. dll: sit 11, 0, . FIESTA FINANCINCIA . 4 .aturesaspace-age equivalentof PAUL KIM & LEW GIFFORD. New York SANDLER FILM COMMERCIALS. INC., Hollywood Ji 1oah's Ark, a space ship this time, ontaining in microcosm an entire vilization being transported in the ith century from a doomed Earth. American Electric Power Co. Handley & Miller CBS News roducing the pilot are: Chris Ishii, ,ecutive vice president and Focus 1 st, rrtner :-nd a veteran of Disney and t 4 PA; Phil Kimmelman, creative di- 1 ll.ctor, and Hal Silvermintz, designer. The USIA is shooting a quarter - air documentary on Alfred Ndegwa, A''' 44...... --b 19 -year -old Kenyan who has come the U.S. under the sponsorship of an Tors, producer of Daktari and THE FILMMAKERS, INC.. Chicago DOLPHIN PRODUCTIONS, INC New York tipper. Mr. Ndegwa, who lives in ars' California home, is preparing .r medical training at UCLA. Script

Aunt JemimaCounty Fair- Glenn Advertising .r the documentary, which will be Aar' Chrysler Young & Rubicam, Detroit rrt of USIA's Adventure series on ..--1/, .... -gft.inirelikle a life of Africans who have traveled -...... --....--k the States, is being done by Rich- 444 ' 11 Tuber, executive in charge of searchand developmentforthe . ars company.

Emil Ascher. Inc. acquired the ,.-- tusic catalogue of Harrose of Holly- JAMIESON FILM COMPANY. Dallas ood, some 25 hours ofscores re- PELICAN FILMS OF CALIFORNIA, INC. sided for tv shows like Outer Lim- a, Loretta Young, One Step Beyond Pd Zane Grey Theater.

Braniff Wells, Rich, Greene,Inc. Colgate's"001" TedBates "This is a floor plan of our stu- - -, Ili 0," reads the mailersent to agen- ,t(

es by New York's Panel Film Pro- ".- actions. The mailer isa map of mid- wn Manhattan. The idea, ofcourse, that Panel shoots allover town. The Hubley Studio is working n a film called Cockaboody, based 4 tapes of dialogue betweentwo PGL PRODUCTIONS, INC., New York tle girls --EmilyHubley, eight, and LIBRA PRODUCTIONS, INC., New York eorgia Hubley, six. Meanwhile,the

ll'elevision Age, November21, 1966 studio is completing shorts basedon needed to produceit.The station Singapore, Netherlands. Antilles al two Tijuana Brass numbers, Spanish I provides the host. Jack Lynn, vice Surinam. Mexico took livetval ti Flea and Tijuana Taxi. Justcom- president of Trans -Lux Tv, said Pick radio feeds of the match from MS. pletedisUrbanissimo, cartoon for A Show is a good vehicle for heavy RKO General Productions. Expo '67 in Montreal and sponsored cross -pluggingofnetwork,syndi- Four Star is set to distribute sot by the Mortgage and Housing Corp. cated and local shows. In the contest. 20 championship sports events in t of Ottawa. (The Montreal exposition viewers try to guess which of a sta- r .ext 12 months. Manny Reiner, exi willfeature an international retro- tion's call letters is hidden behind a utive vice president of Four Star 1 spective of animation cinema, under photo of a show in the station's line- ternational, will direct sales oft . the aegis of La Cinematheque Cana- up. Contestants are picked from post events through his company's rep) 1 dienne.) cards submitted by viewers, and the sentatives in 33 countries. chosen vieweris connected to the The National Academy of Tv Seven Arts solditsseries i host by telephone. Arts and Sciences earlier this month six one -hour Man in Space specie p Madison Square Garden-RKO in New York kicked off a Salute to insixmore marketsinCanadn German Television, a chrestomathy General Presentations sold its 90 - CFCN-TV Calgary. CBXT Edmonto of Deutsche tv fare, witha screen- minute color tape of the National CJLH-TV Lethbridge. CKSA-TV L101 ingata Yorkville(Germantown Horse Show to Telefis Eireann in Ire- minster, CHAT -TV Medicine Hat, at cinema. The show is row on the road. land and to the Office de la Radiodif- CKRD-TV Red Deer. Dylan Thom fusion Television Francaise. The deals ON THE DOTTED LINE Seven Arts' half-hour memoir on tl were made through Four Star Inter- Welsh poet. went to seven more ma Trans -Lux Tv picked up Pick A national,whichhas become the kets:WOR-TV New York, KING -1 Show for syndicationfrom Gen- worldwidesalesrepresentativefor Seattle. WLW-C Columbus, the Di eral Electric's WRGB-TV Schenectady - MSG-RKO General Sports Presenta- AndersonAgency in Louisvill Albany -Troy, and made kickoff sales tions. Four Star also sold coverage WALA-TV Mobile, WKTV Utica ar on the telephone -for -cash game to of the November 10 Emile Griffith- WLEX-TV Lexington. WGR-TV Buffalo and WOKR-TV Roch- Joey Archer rematch for the world Seven Arts Tv also sold Mari, ester.Trans -Luxispackaging the middleweight title to nine countries Boy, in six countries abroad, rackio show totvstations, providing the abroad: France, Argentina, Mexico. up a total of 18 foreign markets. T1 visuals and the operationaldetails PuertoRico,Panama,Venezuela, six deals were with Finnish Brow casting in Helsinki, Liberian Broa( casting in Monrovia, Channel 10 i Lagos, Nigeria, the Arabian Amer can Oil Co. for their station in Sato Arabia, and two more stations i Canada. CBXT Edmonton and CKRE High band TV Red Deer. For Boxing from the Olympic solved a lot of problems... seriesof 90 -minute boxing show taped in color by KTLA, syndieato Olympus Television lined up 1: except one: markets: weAA-Tv Dallas. wton-T, Detroit. WKBS Philadelphia. KONO-T) Color banding. Those annoying horizontal streaks of San Antonio. KTVU San Francisco and stations in Chicago. Boston. Sac color so often seen in color tape playbacks are now a ramento.NewOrleans.Spokane thing of the past, because of a completely new device Honolulu. Beaumont, Wichita Falls called a Velocity Compensator. El Paso. Tucson. Eugene. Laredo and San Juan. This electronic corrector, manufactured by Ampex for Frank Sinatra-A Man and His their high band video recorder, is available only at Music, Parts 1 and 2, were sold b) Reeves. Let us show you Desilu Sales to the Canadian Broad. just how good color tape casting Corp. E EVE Broadcast Sales, Inc. sold Doc- can look! Call our video REEVES SOUND STUDIOS, A DIVISION REEVES BROADCASTING CORPORATION tor's House Call to KARD-TV Wichita. dept. at (212) OR 9-3550. 304 E 44TH STREET, NEW YORK, N.Y. 10017 WZZM-TV GrandRapids, WAVE -T1 Louisville. wJAR-ry Providence. WFLA-TV Tampa -St.Petersburg and WFTV Orlando -Daytona Beach.and secured a third -year renewal from

12 Television Age, November 21, 1966 PiTOP-TV Washington. The property has been sold in 61 markets. Advertising Directory of Triangle Program Sales sold Exercise with Gloriain two more narkets, WSB-TV Atlanta and WTCN- SELLING COMMERCIALS ryMinneapolis -St.Paul; KVAL-TV Eugene renewed the gymnastic strip. Triangle sold its package of auto

acing specials to KLAS-TV Las Vegas. Danville Cigarettes Foote. Cone 8 Belding Hormel Chili B800 WBC Program Sales lined up ix more stations for its bundle from Iritain, the 16Carry Onfeatures...... Ile six: NVJW-TV Cleveland. KDK4.-TV - 'ittsburgh, KVOS-TV Bellingham. :YW-TVPhiladelphia. WAST-TV Al- any, KPIX-TV San Francisco. 1 "If INTO THE ROAD ' Twelve O'Clock High has been VIDEOTAPE CENTER. New York FRED A NILES COMMUNICATIONS CENTER rotted out into the syndicationmar - et, with kickoff sales to WPIX New 'ork, KCOP Los Angeles, WTCN-TV

astman Kodak Instamatic Camera J.W. T. Indiana National Bank Caldwell & Larkin linneapolisand KPTV Portland. 'wentieth Century -Fox Tv is syndi- ...-. ating 78 one -hour episodes in the _ // iiiiiiiilin

!ries, 17 of them in color. Mean- IIlieltiiiiiliiigil

'bile, the third year of production _ n the series continues on ABC-TV. 'rom a shaky start. the series has ecome a long -runwinner. .1111, -.114 HOOTING SKEDS GERALD SCHNITZER PRODUCTIONS, Hollywood THE FILMMAKERS. INC., Chicago It looks as if Seven ArtsThe Pro- Isionalshas gotten a second wind. he company madea half-hour pilot Gooch Meats Meat Merchandising, Inc. fewseasonsagowithJohnny Jewel Companies. Inc. Earle Ludgin nitas. but it didn't make itto the ,,....0, a,... !Works. Since then the show has Avow een successful in syndication. Now ,I even Arts is giving it another try. ith all stops apparently pulledout 1- lis time around. Lori Productions, ) lc., completed a new pilot for Seven .rillirl itsonThe Baseball Proswith mint 'hi, ml rioles Frank Robinson and Brooks WON CONTINENTAL PRODUCTIONS, Chicago a obinson. Lined up for the series, FIDELITY FILM PRODUCTIONS, Dallas e first 13 half-hours in color,are alt Chamberlain. PanchoGonzales I id Pancho Segura. grand prix racer Hills Bros. Coffee Foote. Cone F. Belding Kenner Toys Leonard Sive 8 Associates an Guerney and champ bronco- aster Larry Mahan. In Washington 46 Group W, lending Navvy'''. b111 50,000 worth ofcooperation and I, cilities to a committee ofwives of mgressmen, Senators, Supreme 11SCNI ' Mart Justices and Cabinetmembers, ! 1 ...... taping 60 half-hourson America's ipartite system ofchecks and bal- ices for etv. The series willbe a ROBERT CARLISLE PRODUCTIONS, Hollywood KEITZ 8 HERNDON, INC., Dallas 'mprehensiveintroductiontothe

'levision Age, November21, 1966 U.S. system of separation of execu- Backstage, an earlier series. hospitality suitesat regional NA; tive, legislative, and judiciary in gov- Better I Should Have Raised Pota- meetings this fall. Among winners e ernment. Footing the taping billis toes than Children is the implausible the grandprix events so far areMn Group W, which will run the series and ungrammatical title ofa plot in Abe Cowna, wife of the vice presi on itstvstations and circulateit the works at Universal, which touts dent in charge of operations at KIM free to etv's and commercial stations it as a comedy. Working on the script TV Shreveport, Mrs. M. Dale Larson at no charge. It's being produced by are Sam Bobrick and Bill Idelson. wife of the vice president and genera Michael Sklar under the supervision Already in series production at Uni- managerofKTVHWichita;Jacl of Richard M. Pack, senior vice pres- versalis Mr. Terrific for CBS -TV. Mazzie, programming and nationa ident, programming, Group W. The AtFilmways,Lassiter, about a sales manager ofWREX-TVRockford first 30 programs will be ready for freelancemagazinewriter"who and Dalton Danon, film program di broadcast beginning in the fall of assumes differentidentitiesinhis rector of KTLA-TV Los Angeles. '67, the second 30 ready by fall '68. pursuit of exclusive stories," is being '' A documentary produced b1 Desilu Productions is planning to completed with Burt Reynolds WCAU-TVPhiladelphia, Spud's Sum make six one -hour specials in color ("Hawk")inthetitlerole.The mer, won the San Francisco Filn abroad, along the lines of the recent sixty -minute color series is a step - Festival's Golden Gate Award for du Lucy in London. Among possible deal with CBS -TV. best documentary entered by a sine( sites are Scotland, Switzerland, Mon- Robert F. Lewine, vice president station,while NBC -TV's Michelan I aco, France, Denmark, Japan, Hawaii and head of Warner Bros. Tv, signed gelo: The Last Giant, took the multi and Canada. Both Chemstrand, bank- Leon Benson to produce World of station prize and aUniversal Tv roller of the London lark, and CBS - Bada, pilot for a 60 -minute series, a Hope -Chryslerdrama,The Game. TV are interested in the projected step -deal with CBS -TV. took first prize for "entertainment." trips for commedienne Lucille Ball. Twospecialawards,beyondthe SHORT TAKES Kokomo Jr., the showbiz chimpan- GoldenGateAwards,werealso zee, will be featured in a series of Ralph Helfer, who with Ivan given, one toKRON-TVSan Francisco five-minute tv shorts to be produced Tors developed the "affection train- for No Deposit, No Return,the by Unit Five Film Corp. ing" method of getting lions, tigers, other to Walt Disney and James Al- With Ray MacDonnell set in the pythons and other wild beasts to work gal. for Minado, the Wolverine. titlerole, Davey Davidson as Tess peaceably alongside actors, has put Among the winners in the "Film - Truehart, Monroe Arnold as Sam the method down on paper. It will as -Art" category was Wilbur Streech Catchem, and Jan Shutan as Lizz the be publishedas Bwana Simba by ith Moving Visuals, "bestuse of lady cop; William Dozier completed Random House and Bantam. Mr. animation." Music for the film was the live -action pilot for Dick Tracy. Helferis associateproduceron furnished by Corelli-Jacobs. It's a step -deal with NBC-TV. Now Datkari and heads up Africa U.S.A., Climaxing months of negotia- he's looking for somebody to play the commercial wildlife preserve in tions.Taft Broadcasting finally Wonder Woman, his next co -produc- Southern California. moved to take over all the outsand- i tion with 20th Century -Fox Tv. Spectra Films is making several ing stock of Hanna -Barbera Produc- RickSpalla VideoProductions, 60 -secondcommercialsforArndt, lions, animation studiowhich Taft'I. throughitssubsidiary Hollywood Preston, Chapin, Lamb & Keen to began to acquire earlierthisyear. Newsreel Syndicate, is filming a pilot introduce a new food product line. Price paid by Taft for the stock: $12 for a series of 60 -minute color pro- The spots willairintest markets million. William Hanna and Joseph grams called Portraits of Stars. Pro- (New York, Philadelphia. Miami) Barbera continuetooperatetheir ducer on the series is Paul Werth. late in December. studio as a wholly -owned subsidiary who was a writer and associate pro- WBCProductionshasbeen of Taft. ducer on 39 segments of Hollywood running miniature car races init, Again nextyearWilliam N. Burchwill produce MCA -TV's closed- circuittelecastof the Indianapolis FOR PRODUCTION OF 500. TV COMMERCIALS INDUSTRIALS POLITICAL CLOCK DOCUMENTARIES Theelectioncampaign., ;%Iiich RSVP wound up last week provided bonus revenues this year for the video-tape Russ Ford-President-Director commercials industry, and forthe Sy Shaffer-Creative Director stations with tape facilities. John B. Marc Anderson-Production Manager Rib Smith-Producer-Sales Lanigan, president of New York's Joel Appel-Supervising Editor Videotape Center, said that the secur- ity precautions which normally sur- *FFA INC. 18 East 41st Street, New York, N.Y. 10017 round the making of commercials (212) 889-7036 were doubled on many aday this

44 Television Age, November 21,1966 all when one candidate would be aping a commercial in Studio A and Advertising Directory of nother in Studio B. (Political candi- ates often used tape to comment on ieadlinestories;thecommercials SELLING COMMERCIALS an be on the airwithin 21 hours or ?ss.) Mr. Lanigansaidthatanother

eason candidates go on tape is "be- Lark Cigarettes 1. W. T. Nalley's Carson; Roberts ause it makes them look as if they - Plif ill A: Apitt ,t' ere on live tv." Tape is a usual solution for adver- 60\ sers and agencies who want to tie . campaign to breaking news, as for _,,, tIVPA xample therecent True cigarette ampaign that came out the week

fter the Rosewell Park report shove- elfirs7 /, A d the Lorillard brand ranked high HERB SKOBLE& ASSOCIATES. New York PANTOMIME PICTURES. INC., Holywood the efficacy of filter test. Mr. Lanigan recalled that the day fter the publication of the Surgeon

,eneral'sreportlinkingcigarette S. R. Leon Evans -Black Piggly Wiggly Stores noking to lung cancer, three differ- ..-dc ntcigarette accounts were simul- Ineously tapingcommercials in aree studios at Videotape Produc- .. -*"..g.,,i;:,/..:-, ons. __.,..L. Other accounts that take to tape Imo. ar fast work are automobiles and asolines winning competitions like -*Al' ...... me Mobil economy run; and news- TV GRAPHICS. INC., New York BANDELIER FILMS.Albuquerque apers eager to promote scoops or natures. TAKING THE MOVIES Group W made a deal with Sydney J. Libby. McNeill & Libby W. T. Speidel-British Sterling The Marschalk Co. ox, chairman of Britain's London adependent Producers, Ltd., to make (14-1fri !attire films. Production on the first ' f what may total 27 pictures in the ...... 01, II ext five years started last month in ondon. (Opener is The Man Out- Air de, with Van Heflin.) The films will ti international theatrical distribu- on before going to the Group W ations and the syndication market. SARRA CHICAGO. INC. TVA LEMOINE ASSOCIATES, INC. New York Mr. Box is one of Britain's leading Im producers, with such titlesas attleofa Simple Man, The Seventh

Nalley's Carson Roberts Squibb Benton& Bowles eil, and two films made fromstories i Somerset Maugham. Trio and uartet, to his credit......

The Englishco -productiondeal op Imes not long after Group Wen - red intoa comparable arrangement ith Sidney J. Pink,for co-produc- m of features in Spain and else- ,, le- *, here in Europe. Inannouncing the IL. ' , 1 oxdeal,Donald H. McGannon, N. LEE LACY/ASSOCIATES, LTD.,Hollywood FILMEX, INC., NewYork [airman of Group W, saidthe sta- I elevision Age, November 21, 1966 45 A Advertising Directory of Lion group is giving top priority to "firstrun"inboth thetheatr' feature film production to offset the and thetvsense.Distributed diminishing supply of feature films Reade to larger tv markets, most SELLING and syndicated series. the titles were beyond the purse o Howard Barnes, director of film small market stations until being pu COMMERCIALS productionfor Group W, iscur- in the Selected Cinema package. rently in London working on plans I odcpendent Tv Corp. racket for the first three co -productions. up eight more sales of The DeLum Tang Young & Rubicam 20, package of feature films, for FEATURING THE FEATURES ,fir Y total so far of 61. The six: KOAT-T1 Mk; Independent Tv Corp. reported Albuquerque, WAST-TV Albany -Troy 1* Olt that its package, The DeLuxe 20, had Schenectady, KMBC-TV Kansas City grossed over two million dollars in KAKE-TV Wichita, WBMO-TV Atlanta sales by the end of October, from WSCO-TV Cincinnati;KIFI-TVIdaho fI 'r' =---....-- sales in 60 markets. Falls, KRDO-TV ColoradoSprings. Seven Arts sold its Volume 10 KZ AZ Tucson. and WDBJ-TV Roanoke. 0. - (41 titles) of Films of the '50s and FISCAL FORTUNES FUNFAIR, NEW YORK '60s to six stations: WMCT-TV Mem-

phis, WLW-D Dayton, WESH-TV Or- .`7,een 11t. Productions,Ltd. I lando -Daytona. WFMJ-TV Youngs- (American Stock Exchange), report. town, WKTV Utica and KFYR-TV Bis- ed earnings of $1.02 per share in the

Unicn Commerce Bank Me;r1, um & Fewsmith mark. Volume 9 (215 titles) went to firstquarter ended September 30. WAVE -TV Louisville, KTVE El Dorado '66. up from a deficit of a pennya and KCBD-TV Lubbock; WKTV Utica share for the same period in '65. Net also bought Volume 8 (42 titles) and earnings for this year's first quarter WESH-TV Orlando -Daytona took Vol- were $2,592,971, onnetsalesof ume 7 (50 titles). $16.752.979. The company alsore- errs as Official Films acquired 16 more ported that as of June 30,it had ...... featto e films in Europe for distribu- available for release 365 feature fi tion to U.S. tv stations. The company "which were virginfortvin now has 53 pictures to distribute. U.S." THE FILM-MAKERS, INC Chicago Among thelatestacquisitionsare Seven Arts also has available for De l'Amour with Elsa Martinelli and licensing to tv stations in the U.S Anna Karina, The Postman Goes to an additional 122 films which have War with Charles Aznavour. Demar- had some tv exposure. Westinghouse McCann Erickson cation Line with Jean Seberg, Sun- day's Heroes with Marcello Mastroi- anni and Raf Vallones, andCuries TELEVISION - RADIO in the Road with Lollobrigida. WRITER, PRODUCER WalterReadeOrganization We'relookingfor two men for reports considerable success with the our expandingradio-tvdepart- package of feature filmsitput to- ment. gether toselltosmaller markets. 1. EXPERIENCED PRODUCER. Must know new production tech- Selected Cinema (45 titles, most of niques, have ability to work well ELEKTRA FILM PRODUCTIONS, INC, New York them English, many of them French withourcreativedepartments, or Italian. a half -dozen U.S.)is do- talent,artsources,production houses, assemble commercial ing well in the month it's been in the components quickly and efficient- market, with the latest sales to KFMI- ly,get the most creativity from a commercial script. Ya:dley ofLondon Johnstone,Inc. TV Fargo, WFSU-TV Tallahassee. 2. YOUNG WRITER -PRODUCER. KCND-TV Pembina, KROC-TV Roch- Ability to write fresh, imaginative M r ..1,, WIN III ester, and WMTV Madison. commercials andthen follow . throughwithproduction(tape, The Reade package is remarkably film, or live).You'll work during ve in that all of the pictures have solid the day at a copy desk, many , odd hours on production, but the notices from New York, Paris and dollar reward and future will be London critics behind them. Many worth. it. vi 1' , We're one of the largest agencies -.--"ik of the titles in the list are pictures VIN illith in Western New York, and grow- that, starting with art house distribu- ing fast.Write in confidence to tion, quickly made the jump to the Box #610, Television Age, 1270 WYLDE FILMS, INC., New York AvenueoftheAmericas,New standard theatrical circuits. In some York, N.Y. 10020. tv situations, however, they will be

Television Age, November 21, 1966 NOVEMBER 21, 1966

TELEVISION AGE REPORT

areview of current activity in national spot tv

Krupnick & Associates, Inc.,St. can be avitalcompetitive selling DranolaDrackettproduct)and Louis, unlike some agencies (see tool. "Other factors equal. market- General Foods' Top Choice dogfood lory, p. 25), puts the responsibility ing -oriented stations probably merit lost out,itsays, because their ad- )rmeaningfulmerchandisingef- alargershareofbudget. When vertising efforts did not equal their )rts squarelyinthe station's lap, audience, avails,costs are roughly distribution."Twoexcellentnew nd thinks that stations have been the same, the station which provides productsstartedoffwithbuilt-in ix in offering vital marketing and themosthelptotheadvertiser resentment among theirbestpros- terchandising programs. "Too of - should get the bigger slice of cake." pects," notes the bulletin. m," said the agency inarecent As tothoseinstances when an Also pointed to was the troubled ewsletter, "time salesmen are more advertiserplacesascheduleina stateof spottvbusiness, and the mcerned with 'How much are you market without having effective dis- thought thatadvertisers were per- )endinginthe market,' or 'How tribution there(one thing a store hapsdisillusioned.Locally -oriented such did our competitor get?' than auditservice coulddisclose),the merchandising and marketing pro- an effort to help an advertiser bulletin mentions two recent cases grams might mean a comeback for .ach his marketing goals, or solve inSt.Louis.BothNewLiquid spotingeneral and astationin is marketing problems." particular, according to the agency. Theagencydoesn'tblamethe ilesmen, however,as much as the Among current and upcoming spot ations which shouldinitiate pro - campaigns from agencies and ad- rams. While deploring the postcard vertisers across the country are: ariety of merchandising many sta- Bristol-11yere Co. onsoffer,thebulletinapplauds (Young & Rubicam, Inc., N.Y.) 'PIX-TVNew York for its compre- Januaryis the start date for activity on ensive store -audit service. A Krup- VITALIS HAIR TONIC. The tube formula will be flighted in 34 market-. ick client, Hollywood Brands, Inc.. using fringe 30's and 15's: the liquid as signed up for the station's free will run in 85 markets. fighting with fringe 60's and 45's. Barbara Kellner rogram "as part of a major test is the buyer. evasion of the huge New York candy Media buyer Louise Gainey works on Campbell Soup Co. ar market." the R. T. French and Dorothy Grey (BBDO, Inc., N.Y.) What cana solid program mean accountsatKenyon & Eckhardt, A six -week promotion for CAMPBELL'S ,)r the station? Krupnick thinks it Inc., New York. FRANCO-AMERICAN SPAGHETTI begins at issue date. The seven-

levision Age, November 21, 1966 .17 market push will use minutes in day. in upstate New York, New York City, campaigns for this company's produci fringe and kid show time periods. and New England markets. Plans for WONDER BREAD will be in about 80 June Spirer is the contact. an expanded spring campaign are also in markets until May 28. using day and the works. CHOCK FULL O'NUTS fringe 60's and 20's in kid shows. Carter Products, Inc. REGULAR will be flighted in 12 markets Margrit Meinrath and Don Monahan (Ted Bates & Co., Inc., N.Y.) beginning this January, using fringe 60's. do the buying. In addition. HOSTESS Guy Danforth is the buyer. CAKES will pick up a large number November 21 is the pushoff date for of markets for a 23 -week period activity on CARTER'S LITTLE PILLS Coca-Cola Co. using day and fringe minutes. and ARRID. The 26 -market drive will George Bock is the contact. continue until March 31. The products (Marschalk Co., Inc., N.Y.) will be piggybacked for the most part November 21 is the kickoff date for in fringe and weekend slots. with Arrid activity on MINUTE MAID FROZEN The Drackett Co., Inc. running some 60's as well. Mike ORANGE JUICE. The four -week schedule (Grey Advertising, Inc., N.Y .I Stern buys. in 31 markets will run fringe 60's. Vince Tortorelli is the buyer. Year-end activity for two Drackett Chock Full O'Nuts products, BEHOLD FURNITURE 1 Continental Baking Co. POLISH and PROLONG FLOOR Wik (Compton Advertising, Inc., N.Y.) began this month. The campaign, A new decaffinated coffee CHOCK (Ted Bates & Co., Inc., N.Y.) in 20.25 markets, will continue for FULL O'NUTS 88 is presently testing January 2 is the start date of two four weeks, using day and night minute Irene Levy buys, with Fred Stauch assisting. Ford Motor Corp. (I. Walter Thompson Co., N.Y. A five -week campaign for FORD CARS started mid -November in ten market', Who gets top billing Prime 20's and some fringe minutes st. will be used. Carol Bag is the buyer. with Fred Fear & Co. (Smith/Greenland, Inc., N.Y.) An ID saturation campaign for DOXSE Central Iowa viewers? CLAM PRODUCTS will get underway in January in Washington, D.C.. Baltimore, Seattle and Philadelphia. The spots will run primarily in day and early fringe periods. Martin Bratman is the contact. General Foods Corp. (Benton & Bowles, Inc., N.Y.)

A. joint campaign for TOAST -'EM POP -UPS and INSTANT MAXWELL HOUSE started last week in six marke The fringe 30/30's will run for a total of four weeks. Ed Raddine buys. with John Vanderkieft assisting. General Foods Corp. (Doyle Dane Bernbach, Inc., N.Y Two new GF products SILVERCLEAN and COPPERCLEAN, began testing In 12 markets this month. The test will continue for a six -week period, with piggybacks slottedin(lay time period:, Larry Rubinstein is the buyer. General Foods Corp. (Grey Advertising, Inc., N.Y.) A six -week campaign for KOOL-AID in 10 markets began November 13. Piggyback spots are being used. Susie Kradel and Steve Eisenberg are the buyers.

General Foods Corp. (Ogilvy & Mather, Inc., N.Y.) Five isolated markets will carry fringe ie COLORFUL 13 DES MOINES, IOWA and day minute spots for MAXWELL HOUSE REGULAR COFFEE beginning November 21. The campaign will last for ten weeks. Maxwell House Regular Represented Nationally by Peters, Griffin, Woodward, Inc. just completed another promotion in spot this month. Dietrich Ginzal buy.. with Ted Bekhor assisting.

1:: Television Age, November 21, 496t One Buyer's Opinion ... PIGGYBACKS-FRIEND OR FOE? To the spot tv buyer who may eventually encounter the vicissitudes of coordinating a 30/30 piggyback buy, I offer myheartfelt sympathy. For more and more, advertisers today are choosing to combine two 30 -second spots into one 60 -second commercial to save up to 40 per cent of the cost of otherwise running two30 -second spots separately. IN THIS Unfortunately, this act of economy creates numerous difficulties for media buyers. For example, the two products involved may be out of TWO STATE different agencies; also, the products may have different primary target segments: one product's target segment might be "female heads of house- AREA... holds, 18-34 years of age"; the other, "female heads of families with three or more members." These are but two of the many potential problems facing the buyer. Other problems which might ensue in such a joint venture bear closer examination: 1. Rating point difterential. One agency may use the ARB rating service; the other, NSI. Therefore the rating points will not be com- mensurate with one another for the same spots. This could make extremely difficult the attempt by each buyer to justify his respective spot choices necessary to attain his rating point goal. 2. Timing problem.If one agency does not meetitsproduction THIS IS MARKET deadline, the timing for both products suffers. This could be disastrous if a product is seasonal. In addition, both agencies may overlook the NO. 2 other "tremendous trifles" which spring up during such a campaign. The Quad -Cities follows Chicago as Which commercial isto go first? Which agency is to be agency of a target area to any marketer in the record? Will there be service charges-if so, what will they be? What Midwest. This is U.S. television market No. 67, covered best by are to be the arrangements for handling make -goods? The lack of WHBF-TV, Channel 4. early arrangements for these points will invariably necessitate numerous intra-agency calls and meetings later on. 3. Result areas. Perhaps the greatest problems might be traced to an unsatisfactory anticipation of results. Will the results of apiggyback campaign prove successful? WHBFtv In the hypothetical situation mentioned at the outset of this article, the following might be elucidated from careful thought: Although the client might achieve his rating point goal for both prod- "The station ucts, the total efficiency in reaching prospects for one of his products (e.g., "female heads with families of 3 or more") might be compromised, since each spot selection may not reach both product's target groups to buy, to reach efficiently.Also, the anticipated savings for the campaign might be reduced, somewhat, by the loss of frequency discounts on certain stations (the number of spots that might have been bought originally could people who buy not be purchased with the available dollars). For the agencies involved, the decision to piggyback might represent in western a loss, both in potential billings and via incurred additional expenses in man hours and paperwork. These expenses would further reduce the commission of the "non -agency of record," the agency upon which a Illinois and service charge was already imposed by the controlling agency. The commission of the controlling agency, however, would also be reduced. since its expenses w ill probablihegreater than the service charge that eastern Iowa!" agency might receive. The use of piggybacks has undisputed benefits to the advertiser in this day of the "cost squeeze." However, it would benefit the buyer (and all others concerned)if the consequences of using such a cam- WHBFtv paign were weighed, to both client and the agency(s) involved. CBS FOR THE QUAD -CITIES TELCO BLDG., ROCK ISLAND, ILL. Represented by Edward Petry & Co., Inc.

ision Age, November 21, 1960 49 General Foods Corp. General Electric Co. is testing in Washington. D.C.. Bal (Clyne Maxon, Inc., N.Y.) and New York. The company is pro (Young & Rubicam, Inc., N.Y.) the new product with a saturation A four -market campaign for GE power campaign in prime time. tools will start on December 4. The A new product, GELATIN SALAD promotion will continue until the 21st goes into two test markets. Columbus of the month, using prime 20's and early Hunt Foods & Industries, Inc. and Albany, on November 21. The and latefringe minutes. The company ( Papert, Koenig, Lois, four -week introduction will use day and will also begin a campaign for its Inc., N.Y.) fringe minutes. GF began a 52 -week portable appliances November 21 in This company is currently advertising schedule for NEW IMPROVED TANG in 10-12 markets. The run will end on its BLUE PLATE PRODUCTS in 16 Wichita Falls, Fresno and Portland December 18. Minutes. 20's and 30/30's markets. The campaign of day and last week. Day and fringe piggybacks will be scheduled. Joy Grano does fringe minutes will end the first week are being used. Julio Buonafede buys. the buying. in December. Betty Sue Garner is the A 52 -week campaign was also launched buyer. for SANKA in about 18 markets last week, with 60's being slotted in early Hazel Bishop, Inc. and late fringe periods. Bill Dwyer (Spade & Archer,Philadelphia) I). Kaltman(' & Co., Inc. is the buyer. FABULOUS FAKES. new nail extender. ( Kane, Light & Gladney, Inc., Na This company is planning a spring campaign for its VITABATH PINK and its VITA BATH GREEN. The products are presently advertised only in New York, but the spring campaign will be expanded. The promotion will last four -five weeks. The firm's D'ORSA' PERFUME will be in Chicago and Los Angeles beginning at the end of November until December 31, and will come in for another campaign in the spring. Nilsa Howard is the contact.

Lever Bros. (Doyle Dane Bernbach, Inc., N.Y Lever is testing a new soap, PHASE 1:11 in a few markets. The Product is a combination cream and deodorant sou Norman Borden is the buyer.

MID -MICHIGAN

Recognize these two television personalities? ANN ARBOR / That's Pat Crowley, of course, who co-stars with Mark Miller in NBC -TV's "Please Don't Eat the Daisies," one of the bright new shows of this season. JACKSON/ And, just as familiar to Quad -City audiences, Pat Sundine, whose "Especially for You" is now in its 13th WOC-TV year. Personalities get special emphasis here at WOC-TV. Our philosophy is that MID -MICHIGAN TV IS... your product or service-whether network or local, program or spot, prime or Class "C" -deserves to be associated with the most personable people. WI LX -TV WOC-TV personalities have earned recognition and respect. We're proud of that. 555 Stoddard Bldg./ Lansing 48933 Most important of all, theysell.We'll be glad to prove it. GOT THE PICTURE?

Serving the Quad -Cities 61 Where the personalities w market from Davenport, Iowa talk to the Young Men about WILX National Representatives:

Enc!wiveNotional Representatives- Peters,Griffin,Woodward,Inc. YOUNG TELEVISION CORP.

50 Television Age, November 21, 1966 .!

in Atlanta in 1965. MICHAEL NIRENBERG

While he thinks thata broader though he majored in advertis- curriculumandbetterinstruction t( i ing at the University of Florida, would have improved his academic Anyon &Eckhardt media buyer background in advertising, the media like Nirenberg walked into his first man says, "You don't really need a gency job atBBDO, Inc.-cold. "I college education in media. You need mild have majored in Spanish," he a feel for advertising-some idea of people, actions and reactions, psy- ;marked. chology, plus the experience."

Besides the fact that media was retty much overlookedinhis ad Through his own experience, the verses at school, the texts wereold, media buyer has formulated a con- id he had one professor-a linotype cept of "creative" buying. He says, Aerator-for four courses."Ire - "It means researching enough to stay !tidy looked over the basic advertis- away from a more standard accepted 'I; book we used. The one chapter at Kenyon & Eckhardt for the past buy; being alittlebit brave and didn't read in the book was on year, mainly in print buying, until maybe recommending a medium that iedia-and I got an A in the course. he was assigned to the Nabisco ac- none of the competition is in." he onlymedia -relatedthings we count a few months ago. He spent Originally from Miami, the bache- I ent over were CPM and mil -line three years before that at BBDO, six lor now lives in Manhattan. Besides I hich I've never used since." months of which he was assistant football, which he plays every week- Mr. Nirenberg iscertainly more media director at the agency's sub- end in Central Park, Mr. Nirenberg volved in media now. He has been sidiary, Burke Dowling Adams, Inc., enjoys dancing.

ever Bros. iSC&B, Inc., N.Y.) Rep Report new baby wash detergent, CHERISH, VINCE AUTY was promoted from and midwest manager, a new post. 11 begin testing in two markets, account executiveinthe Chicago He has been vice president in charge rracuse and Grand Rapids, as of office of National TelvisionSales, of the Corinthian sales division of nuary 1. Minutes and piggybacks will : used. Bob Baker buys. Inc., to midwestern sales manager, H -RRepresentativesforthepast a new post. He was formerly an [adison Laboratories account executive with Leo Burnett, Vest, Weir & Bartel, Inc., N.Y.) Chicago. lother mouth sweetener, this one in e form of concentrated "breath" LAWRENCE E. FEENEY (1.)joined ops, has come out. The new product. the New York sales staff of TvAR. NACA, is going into test markets He was formerly in the Chica...!., of - is fourth-quarter. John Tobin buys. Leman() Ltd. of England, div. of the Lines Bros. Group of Companies ;eyer, Morey, Ballard, Inc., N.Y.) concentrated spot tv campaign for INKY TOY SCALE MODEL CARS 11 continue through the Christmas anon. Test markets are Miami. year, prior to which he was New ichita Falls and Madison. The Minute ots will be slotted in children's shows. Dee, where hispositionhas been York sales manager at Metro. Mr. 11 Millaris the buyer. filled by GARY ADLER. Mr. Adler tr.) Carpenter'sheadquarterswillbe previously was an account executive Chicago. ational Biscuit Co. with KPIX San Francisco. Tilliam Esty Co., Inc., N.Y.) JERRY KAUFER was named to the \ORMAN G. ANDHUs was namd to television promotion department of four -week campaign for WELCH the tv sales staff of the Katz Agency Peters, Griffin, Woodward, Inc. He INDIES started this month in eight stern markets. Kid programs will inSanFrancisco,replacingKEN- has been with Screen Gems, Inc., trythe 30/30'.. Frank King dues NETH C. FULLER, named office man- for the last 11 years, most recently ebuying. ager. Mr. Andrus was an account a. advertising and sales promotion executiveandmediadirectorof manager. apsi-Cola Co. Advertising Media Associates, Santa Foote, Cone & Belding, Inc., N.Y.1 Clara, Calif., before he joined the JOHN TINAjoinedtheEastern campaign for FRITO-LAY POTATO rep firm. sales division of H -R Television, Inc. HIPS got underway in mid -November He has been with the rep firmsince markets will carry the fringe WILLIAM CARPENTER rejoined '64, as an analyst in the company's (pules for a 13 -week period. Peter Metro TV Sales as vice president creative sales department. inn is the contact.

*vision Age, November21, 1906 51 Buyer's Checklist New Representatives

KROD-TVEl Paso, Tex.,KOSA-TV Odessa -Midland, Tex., andKAUZ-TV WichitaFalls,Tex.,namedII -R Television their national sales rep. resentative. KCTVSan Angelo, Tex., appointed NationalTelevisionSalesitsna- tional representative and has joined the West Television Network. KLYD-Tv Bakersfield, Cal., named Venard, Torbet & McConnell, Inc., its national sales representative. WBMO-TVAtlanta, Ga., appointed Eastman TV, Inc., its national sales representative. The stationwill go on the air January 1. Network Rate Increases ABC-TV: KODE-TVJoplin, Mo., from $425 to $450, effective April 23, 1967. KTULTVTulsa, Okla., from $825 to $900, effective April 15, 1967. KCVO -TV Missoula,Mont.,from $200 to $250, effective April 1, 1967. WAPA-TVSan Juan,P.R.,from $300 to $875, effective March 28, 1967. WCBI-TVCobumbus,Miss.,from $275 to $300, effective May 7, 1967. CBS -TV: KID -TVIdaho Falls, Id., from $275 to $300, effective May 7, 1967. KOOK -TV Billings,Mont.,from COUNT ON KOVR $275 to $300, effective May 7, 1967. KGGM-TVAlbuquerque, N.M., from $400 to $425, effective April 9, 1967. KSLA-TVShreveport, La., from $675 FOR ACTION to $725, effective April 9,1967. KXLYTV Spokane,Wash.,from $625 to $675, effective April 9, 1967. SACRAMENTO WCBI-TVColumbus,Miss.,from ' SToc PCTON CALIFORNIA $275 to $300, effective May 7, 1967. WHDH-TV Boston, Mass., from $3,250 to$3,350, effective May 7,- 1967. WKBTCrosse, Wis., from $500 to $550, effective April 9, 1967. Get results in the $4.64 billion Stockton -Sacramento market WRBL-TVColumbus, Ga., from $600 with television station KOVR. McClatchy know-how, applied to $650, effective April 9, 1967. to farm and other local news, is one reason. New vitality in NBC-TV: community service is another. Add high -rated ABC shows, WCBI-TV Columbus,Miss.,from and you have the combination that gets your commercials $275 to $300, effective May 7, 1967. WKJC-TVFort Wayne, Ind., from seen ...in one of America's fastest growing markets. $525 to $550, effective May 1, 1967. Columbus, Ga., from $600 Data Source: Sales Management's 1966 Copyrighted Survey WRIM-TV (Effective Buying Income) to $650, effective April 9, 1967. WSYR-TV Syracuse, N.Y., from $1,300to$1,400. effective May 1, 1967. Rep Change KOVR The new Dallasofficesofthe Robert E. Eastman Co.,Inc., and McCLATCHY BROADCASTING Eastman TV, Inc.,are locatedin the Fidelity Union Tower. BASIC ABC AFFILIATE REPRESENTED NATIONALLY BY THE KATZ AGENCY INC.

52 Television ,1 gr, Nor ember 21 Station Changes 10CR-TV are the new callletters of gqry Ft. Dodge, Ia. Effective November 15,KORN-TV Mitchell,S.D., became a primary affiliateof NBC-TV with a class "A" hour rate of $125. wrrz Plattsburgh, N.Y., now con- nects to NBC-TV via "master" control" microwave relay out of witca Schenectady,rather than "off -air" microwave relay out of the station. The improved connection means that WPTZisno longer dependent on WRGBfor live clearance. WAND -TV Decatur,Ill.,istrans- mitting from a new tower and an- tenna 1,749 ft. above sea level, with increasedvimialand aural power.

II'blip Morris, Inc. Wells, Rich & Greene, Inc., N.Y.) rr 'here will be fourth-nuarter activity for IENSON & HEDGES in about 26 markets. ,ate fringe 60's and weekend snorts 0 djacencies will be run during the p ampaign. Jim La Marca is the buyer. 'opular Merchandising Corp. Smith/Greenland Co., Inc., N.Y.) 'his company began advertising its 'OPULAR CLUB PLAN in Rochester. 'rovidence and Albany/Schenectady/Troy November. The campaign will run ntil December 9. using 60's and some U's in day and early fringe periods. ,n expanded schedule, in 10-15 markets GO FIRST CLASS ill be launched in January. Martin iratman is the contact. 'rocter & Gamble Co. Benton & Bowles, Inc., N.Y.) WITH KIVIJ ITU new improved formula CREST being tested in St. Louis. The new nprovement increases the flouride content. :eorge Caccio is The buyer. FRESNO CALIFORNIA ' luinton Co., div. of Merck & Co., Inc. 'Needham, Harper & Steers, Inc., N.Y.) You really put the heat on your competition when you put campaign for DITRON MOUTHWASH your message on KMJ-TV. The first class programing on egan mid -November. The five -week romotion in five markets is using day KMJ-TV delivers the right kind of audience for your sales ful prime 60's. Paul Naeder buys. with message. In the nation's Number One agricultural income ,ii Chaim assisting. county, the station to remember is KMJ-TV. icolhigton Rand, div.of Sperry Hand Data Source: SRDS, January, 1966 Young & Rubicam, Inc.,N.Y.) his company is planningto use 60's in ringe time periodsto promote its KMJ-TV :LECTRIC KNIFE this Christmas. 'he schedule will breakin a small umber of markets fortwo weeks McCLATCHY BROADCASTING eginning on December 1L Bob leusehle does the buying. BASIC NBC AFFILIATE REPRESENTED NATIONALLY BY THE KATZ AGENCY, INC.

'elevisiun Age, November21, 1966 53 I Revlon, Inc. DANTE. Minutes and 20's will he used. (Leber, Katz, Paccione, Inc., N.Y.) Karen Silbersteinis the buyer. Media Personals Sinclair Oil Corporation A four -week campaign for INTIMATE VIRGINIA CONWAY was named will begin at The end of this month. (Geyer, Morey, Ballard, Inc., N.Y.) The pre -Christmas promotion. ending media buyer on R. J. Reynolds a December 23, will take place in 26 A five -week promotion for SINCLAIR GAS William Esty Co.,Inc. She begat markets. Prime 20's will be used. In and OIL will be launched in about her advertising career as an e,tima addition, Revlon's cologne for men. 60 markets at issue date. The schedule consists of prime 20% Bill tor at Kenyon & Eckhardt, Inc., frotr PUB, will be launched in 10 markets Millar is the buyer. there went to McCann-Erickson, Inc. during the same period. Bob Storchis the contact. Summit Labs where she was a buyer fornine years,andwasmostrecently a Shields, Inc. (Norrito, Ress, Inc., N.Y.) Lever buyer at BBDO, Inc. (Norman, Craig & Kummel, Inc., HAIR STRATE, a hair straightener.is being introduced as an over-the-counter ELAINE TANNENBAUM N as ap. N.Y.) product. To promote its retail sales. pointed a buyer on Gaines Meal A pre -Thanksgiving campaign lasting the company is contemplating using andPostInstantBreakfast,both four days, from November 20 to 24. spot tv in one market during February. General Foods' Products, at will be breaking in 24 markets for Pauline Lambert is the contact. Doyle, Dane, Bernbach, Inc. She was previously a buyer on GMAC at Camp. bell -Ewald,Inc., and was aprint buyeratWunderman,Ricattd& Kline, Inc., before that.

ERWIN H. EPHRON was named director of media research at Papert, Koenig, Lois, Inc. He was previously

BUT... You Can Cook Up BUSINESS associate media director in charge in the 39th Market with WKZO-TV! of media analysis and computer operations at BBDO, Inc. Most hard-boiled buyers know thathe laying an egg if we didn't tell Grand Rapids -Kalamazoo (and theyou how the flock is growing! KAY NESOM was appointed media Greater Western Michigan area For instance: Kalamazoo alone, director of The Pitluk Group, San covered by WKZO-TV) is thewith four new plants, has7,200 Antonio advertising agency. She was 39tht television market, but we'dnew industrial and service jobs. with Tucker Wayne & Co. of Atlanta They brought over 18,000 new and with a number of Dallas agen- WKZO-TV MARKET people to town and added another cies before her appointment. COVERAGE AREA ARB '65 $25,000,000to retail sales. That's JOHN W. HARPER, who was chief just Kalamazoo-and it's going on spot buyer for J. Walter Thompson all over the market! Co.. Chicago, on a number ofac Buy WKZO-TV and cover the whole Western Michigan hatchery! Your Avery-Knodel man has the facts and wants to help; let him. And if you want all the rest of upstate Michigan worth having, add 1VIPTV /WWUP-TV, Cadillac- Sault Ste. Marie, to your IVKZO-TV schedule. The ostrich egg -7" long, 6" in diameter- take, 40 minutes to boil. 'FARB.; 1965 Television Market Analysis.

471e.-Ficirt aktliott4 RADIO willKALAMAZOO, TTTTT E CAM told GRAND KAMM MIMI COMO NAPIOS,KALAMAZOO INMITY4111 CADILLAC WKZO-T V counts, wa, named media director 100,000 WATTS CHANNEL 3 1000' TOM! TELEVISION Stadlos In loch Kalamazoo and Grand Rapids wllarYCOMO RAPIDS KALAMAZOO of Marvin H. Frank & Co., Inc., in For Groot., Wslorn Michigan WWW/L;L:WhIC CMARIE AcitirKnod.1 In,E,,../. Nohanol Rep ...... °Dye. the Windy City. (""'"/.`.70,;",..lattNo

5-1 Television Age, November 21, Jo,' ItNallStreet Report

ome of the Groups. It's that time hold down costswhileincreasing f year when the Wall Street invest - revenues should yield higher profits tenthouses beginto make their tothe groups. The improved out- itimatesoftheoutlookforthe look for the tv station operators is gar ahead. Several have takena expected to be aided or supplement- carp -eyed view of the groupbroad- ed by the diversification programs 'Eters and decided that the growth thatmost ofthe companies have rospects for the industrystill looks pursuedavidlyover thelastfive etter than thatof most other in- yearsI excluding Capital Cities and ustries: that the prices of the stocks Taft. and they are getting into the re reasonable both in terms of his - fashionable swing within a relatively ideal and current perspective. short period I. The basicreasonforthisopti- iismisthe continued growthof Few Acquisitions. One source of levisionadvertising.Expenditures growth that seems to be closed to rrtvadvertising has grown at a the group broadcasters is acquisition deof approximately 10% COM- of additional stations. The Federal f)Unded.a gain greater than that Communications Commission'sreg- f the nation's total national output ulation limits the number of broad- r of the advertising business as a casting properties that may be owned hole. Some groups in the industry by one corporation to seven. includ- ave had an enviable record over ing a maximum of five vhf stations to past five years, with compounded and two uhf stations. A good por- in discussing the outlook. Itis also !venues up 21'A ,pre-tax income tion of the growth of the revenue assumed that while there will be both government and private encourage- ment of the growth of the CATV Growth of the Groups industry,thistrendwill not harm Price .Share Earnings Yield the group broadcasters and. in fact. /965 1966 1967 l' -E Ratio I%) most of them are deeply involved Capital Cities $1.61 $2.10 $2.41 121,2-1 0 inthis phase of the business. Cox Broadcasting 1.77 2.25 2.58 13.3-1 1.3 Metromedia 3.02 3.20 3.68 8.8-1 2.9 Growth Foreseen. The analysts Storer 1.97 2.40 2.76 12.9-1 3.2 r. lookinginto1967expecta con- Taft 1.76 2.15 2.46 9.8-1 2.9 tinued growth in revenues. although WOIlleirio 1.62 1.90 2.20 101..-1 2.8 Seripps-Hugard 1.73 2.00 2.30 14-1 5 exercisingthetraditionalwariness of the breed theyare putting the /966-'67estimated. growth rateat 6% to WA ,rather than the average of the pastfive 0 p by 28% and per share earnings and earnings of the major group years. This in turnis expected to 11 p by 26%. Totaltvbillingsthis operators over the last five years has result in a rise of approximately 15' ear are expected to top"2.65 bil- originatedwiththeacquisitionof in per share earnings for the com-

1 on. Since most of the group broad- new units. There may be some at- panies in the group. In the accom- ( Iistersalso operateradiostations tempts to improve position by sta- panying chartthese changes have is important in the eyes ofana- tion swapping but even thistactic beenprojectedinto 1967butit lts that the radio segment of their yvoukl seemtobe jeopardized by must be remembered that the diver- i.perations also benefit from increas- the FCC's desire to prevent a concen- sificationinto other fieldsisdilut- I ad outlays. and the expectation tration of power on a national or ing the validity of projections based L that the radio budgets of adver- regional basis. on the broadcasting properties.In serswillalso be headed upward Theonlyavenueofexpansion the case of Storer, for example, the ext year. seems to be the potential that rests outlookisenormously complicated One factorthatunderwrites the with uhf stations. The FCC obvious- by the takeover of Northeast Air- rowth of tv advertising is thecon- ly hopes to encourage development lines. Several developments, includ- nued expansion ofsetownership in this area, but the indifference or ing the summer airline strike. played t a result of the popularity of color inertiainvolved seems somassive into Storer's hands thispast year tts. The abilihoftvstationsto that no analyst givesitany weight and it may turn that situation around

derision Age, November 21, 1900 55 Unexcelled Performance...Unequalled Features :OLOR TAPE RECORDER ...available today

The TR-70 Deluxe High Band Color Tape Recorder is the newest entry in a race where each new design "leapfrogs" the last. RCA engineers designing the TR-70 were not satisfied-dared not be satisfied-just to match the already available machines. They had to make the TR-70 better-much better. And they did. Thus, the TR-70 does everything, has everything (good) that the very best previously available recorder could boast of. But that's just the start. In addition it has a whole host of features and advantages not found in other recorders. Read on.

THE TR-70 DOES EVERYTHING to install-just plug in modules: Velocity Error Cor- rection, Automatic Chroma Control, Dropout Com- it produces the sharpest, most brilliant, truest color pensator and Remote Control. (Pixlock, Line Lock, pictures you have seen. Makes superb color dupes ATC and Color ATC are part of basic machine.) through four generations. Offersallthe wanted accessories-to electronically edit, compensate for dropouts, dimensional errors, variations in tapes. THE TR-70 HAS MORE Operates at four switchable standards. And does it Features not available in other machines, features all more easily, more surely andmore conveniently than ever before. that make for better, easier, more convenient operation and maintenance. Such as all -front access, eye - level (and ear -level) monitoring, less floor space. THE TR-70 HAS EVERYTHING Standard modules, all the same type, same exten- Everything you've ever heard of before. The basic ders-easily removed (you don't need a screwdriver). machine is High Band color (not monochrome). It's Test points on front of panels, D -C metering panel, designed, tested, and delivered thatway. When you built-in FM test facility. Grouped operating controls, get it, it's ready to go! It's an integrated machine- automatic guide positioning,foot -operated brake there's no need to findspace for a compressor- release. And many more. To learn the whole story everything'sbuilt-in. Space isalso providedfor -hear all of the facts-call your RCA Broadcast accessories, and all wiring's in place-no downtime Representative.

The Most Trusted Name in Electronics Wall St.(Continued) Research(Continued from page 27) "Newspapers, because they are e close to their markets, have a read faster than anticipated. But the move ing facilities. Merchandising has long entree to retailers and stores. Nlaga barsanyclear-cutprojectionof been a potent factor in radio adver- zines have more of an axe to grim earnings for next year and the years tising,accordingtoBob Turner. in digging out information becaus following. buyeratMcCann-Erickson. Inc. theyhaveveryspecializedaudi Metromedia, avolatile organiza- "Television never feltthe need be- ences,"said JWT mediadirect() tion.has developedaconceptof cause it was always a seller's mar- Jones. "But tv hasn't done muchii operating in all media including bill- ket," he noted. "The farsighted sta- marketing because it never felt pinch boards, direct mail and publications. tions. however, are getting intoit ed before."

It reportedly is dropping out of the now. .11)7the time thereisa vital Many peoplefeelthatthere's ; publication field and will endure a need, they'll be professionals at it." great dealof improvement neede( digestive period in 1967 to consoli- Televisionis not without its his- in the extent and quality of the mer date management of the properties toryofsuccessfulmerchandising chandisingservicesthat tvnos acquired in the past two years. Cox. stories: but itis generally felt that offers. whether they are motivated lu on the other hand. is a major factor the"jumbopostcard"varietyof a desire for the station to increast in the CATV market and an expand. merchandisingthatmany stations its own sales or the advertiser's. Thi ingforceinthepublishingfield. offer has outliveditseffectiveness. best merchandising plans are cited at As a publisher Cox seems to be em- On the other hand. tailormade efforts those custom-made to meet the goals phasizing the potential of technical which involve the advertiser, the sta- of a particular advertiser. publications, an area which is not tionand thelocalmerchants. are Tool for the Weak atpresentinany form ofdirect continually applauded. J. Walter conflict with tv. Buyer Bob Guthrie at Whether or not the new "sndi. Thompson Co.. detailed a typical ex- Capital Cities. which has enjoyed cated" store audits would provide tilt ample wherein he workedclosely the most dramatic growth ofthe client with data tailored to his needs with a station's sales staff on insuring group, compounding per share earn- is a primary concern in the minds end aisle and dump displays in local ingsatarate of over 36%, will of the services' semi -supporters. The food outlets. "Where we had these. benefit next year from the revenues information is of limited value. the% sales increased 600 per cent in some gainedwiththeacquisitionofa point out, unless the advertiser can stores." he said. "You almost always Los Angeles radio station. but there- compare his performance and distri- wind up with more shelf space in a after runs head-on into the problem bution in other markets. store if the station maintains a good One representativefeltthat such of how to sustain that growth. The check. With thatin mind. and all surveys hadlimitedvaluefora acquisition of additional properties things being equal. the station that outside the fieldis indicated. There strong station. but that they could provides an auditing service should be a fair tool for the weaker ones. have been reports of a large merger get the order." move being considered by the com- Another was of the opinion that the panythatwouldcatapultitinto sort of stations enterprising enough "giant" status in the entertainment What is Enough? to pick up the new tools would most industrybuttheyremaininthe likely also be strong in other areas. "Television stations today are in- Would the "bonus" effect be nul- rumor stage.Taft Broadcastingis volved in a great deal of merchandis- also aggressively seeking new proper- lified if all stations in a market had ing." remarked a sales manager from similar services? There was agree- ties in allied fields but must make one ofthestationrepresentatives. ment that the benefit would accrue a striking dealifitis to maintain "But the extent and type varies from itsprestige as the group operator tothe%%hole market-that such a station to station. To some advertis- flood of usable data would attract with the highest profit margins of ers it's important to get local dealers more advertisers to the local scene. the business. Wometco continues to steamed up about a particular cam- explore the consumer market with paign: to others it's enough just to Get a Foal in Door the addition of soft drink bottling send announcements to buyers indi- and vending machine entities. cating that a campaign is starting." An interestingside-etlectofthe Scripps -Howard is the most liber- Newspapers have generallybeen serviceswas citedbyonemedia al broadcaster in terms of dividend activeinmerchandising and many director."Idon'tthinktheywill payments. have maintained consumer panels to attract advertisers to a specificsta- Whether it will be able to sustain profile buying habits in their mar- tion, but the% give the rep a chance this policy without also embarking kets. Now, according to one source. to talk to people not directlyinvolved on an aggressive acquisition program the American Newspapers Publishers in buying. It g'ves him a foot inthe is a subject of speculation, but the Association is currently questioning door: he has sornethint, new todis- company has been playing its cards whether or not these services bring cuss kith advertisers andresearch close to the vest while keeping the in extra business to the papers sup- and media executives." shareholders content. plying them. With that in mind. itis interesting

58 Television Age, %member 21.1966 A note that a good many agency peo- Culture(Continued from page 36) Code(Continued from page 29) n on theexecutive level are not yet miliar with the new services. A fre- casts, 243 phone calls praising the certainpicturesasSuggested for series were received, and 217 letters tent comment was "Ihave not been Mature Audiences. Such information proached. I only know what I have came in, including not a single com- will be conveyed by advertising, by ad about them in the trade press." plaint about the station having pre- displays at the theatre and by other ;idently a considerable amount of empted five -and -a -half hours of CBS - means. Thus parents will bealerted TV network offerings. Many of the omotion isrequired. and informed so that they may decide viewers writing noted that they were for themselves whether a particular `Official' Opinion relatively unfamiliar with the work picture because of theme, content or Among the welter of opinion- of the ballet, symphony or orchestral treatment, will be one which their es. they will helpthe advertiser" group. One wrote that he had de- children should or should not see, cided to keep his tvset, since he . . "no, they won't"..."yes, they or may not understand or enjoy." "could watch the Winter Olympics ill help the station".. . "no, they The latest version of the Holly- on).* ... and the persons professing every four years and perhaps an oc- wood Code was the result of con- know nothing about the seemingly casional Pageant of the Arts." siderable pressures in recent years. Of primary importance were the iluable informationthat is so pressuresas strongasthosethat financial results. The symphony re- adilv available, for free. an "of - caused its genesis and its flourish, thatitsseasonticketsales al" voice was recently heard kom. ported ing throughtheofficesof Hax he American Associationof Ad- leaped 30 per cent ahead of the pre- Breen, Johnson and Shurlock. While itising Agencies studiedtheen- vious year's pace immediately after these men and their associates were the program. And the ballet officials -e matter of tv research and issued judging films, they had their counter- claimed their subscription sales had booklet. How Advertising Agencies the industry-ete moved ahead 20 per cent. In addi- parts outside valuate Various Types of Research Roman Catholic Legion of Decency, tion. it was expected that the "inter- sued by Television Stations, Net- the Methodist film board and that orks and Representatives. The book - missionconversations"heldwith the performers and directors during of the National Council of Churches t concludes with some provocative of Christ. among them. atements: the programs would spur attendance at future performances in the Wash- "Ingeneral.thetvindustryis Standards are Changing oked to for help in areas germane ington environs. evaluation and selection. The taped"specials."astation official noted, probably wouldn't be A year ago, however, the Legion hus, development of coverage data, of Decency was replaced by the less lecial audience studies and qualita- ofmuchsignificanceintoday's they formidable (in name, anyway I treresearch investigations are-in syndicationmarket-although Catholic Office on Motion Pictures. at order-of most help to agency might he of importance to educa- The Catholicassessmentoffilms 'searchers and media people. tional broadcasting outlets-but the "On the other hand. stations are idea behind Pageant wasn't to pro- began to show signs of less rigidity, 4 really expected to supply sales duce a series that would sellin a and pictures such as Who's Afraid tta. marketing facts and statistics. hundred markets. The sole idea was of Virginia Woolf?. Alfie and The Pawnbrokeravoidedthe hisis not to say that this type of to aid some components of the capi- outright formation is not helpful. Itis just tal's cultural heritage. condemnation they might once have at marketing facts and statistics are received. More and more, film producers were pointingto changing ilatively easy to obtain from stand- :1 sources. and sales dataare gen- moral standards in America as in- .ally best leftto the advertiser or dicative of the need for a modified is agency." Code, and more and more films were being released without Code Trial is Underway approval. Most of the data for the booklet. With approvalorwithout,fea- vwever. was collected over the past turesfromHollywoodandfrom co years, before announcement of around the world increasingly are lenew information and auditing going to television. The 14 -year -old .n ices. Because of their newness. a television Code has always been more wait -and -see"attitudeprevailsat general in nature, yet more restrict- to agency and the client level, and Bruce Dodge, former executive vice ing than the Hollywood Code which nee only a handful of tv stations president and one of the founders of specifically detailed what couldn't be round the country haveas yet sub- North Advertising, is the new Presi- shown. The question today is whether tribed to the services, theyappar- dent of Gumbinner-North Co., Inc. many of the films being bought for tlyare on trial at the station level Mr. Dodge was previously associated television showing can be aired with I well. with the Biow Company. the understanding that their themes.

evision Age, November 21, 1966 59 treatmentandpresentation"are made in good faith upon the basis of true instructional and entertainment values, and not for the purposes of sensationalism .. ." Since the networks have become the major buyers of new and recent films, and since their programming reaches most U.S. homes, the way thenetworkstreat"hot"features will be watched with increasing interest by the stations over the country. The watchword kept in mind by the networks when they take on a Construction is under way on the new studios and o//ices of kvry Sacrament package offeaturesthese daysis with completion scheduled for next August. The new facility will feature 81 editability. Few are the pictures, net- largest color production. studios in northern California, housed in the 33,00. work executives feel, that can't be square -loot building. Total cost for land, building and all -color equipmei slicedandsplicedforthe home - will run $1.7 million, according to RolJert S. Wilson, vice president an screen. general manager. A case in point: Alfred Hitchcock's Psycho, a big -box-office picture that mixed elements of sadism, voyeur- forcertainoverseasmarkets:the audience by surprise; in the contex ism,homicidal mania,necrophilia other, less graphic, for the U.S. and it would shock them." and eroticism, but which was slated other countries where greater caution Mr. Jahncke harked back to th to be aired by CBS -TV (until a real - is called for. days, not so long ago, when accep life crime caused the network to put Predicting a "closer wedding be- anceofa movie was "anall-ot off the showing). tweentvand movies. but notas nothing" proposition. "Either a fib "With a couple of carefulexci- direct a collaboration asinseries was entirelyacceptable, oritwa sions, Psycho is no more thana production," Mr. Tankersley remark- rejected." well -executedsuspensefilm,"re- ed that "Hollywood producers are But as network use of movies ha marked William H. Tankersley, the smart enough to realize that if they increased,theall -or -nothing !ilk lanky Texan who as vice president, want to sensationalize a movie, they "would have required too mans turn program practicesat CBS -TV, has can limit the sensationalism to scenes downs."Itwasfoundthat wit) dayto day supervision over what which the networks and stations can judiciousediting, some filmstha canbe acceptedbythenetwork. later take out." unexpurgated might have been un "Psycho turnedouttobeeasily The problems are less than might acceptable, could be made acceptable editable," said Mr. Tankersley, "by be expected, Mr. Tankersley stated. "Adultthemes,asinparagraid cutting out the bathtub scene entire- particularly in view of the fact that seven of the first section of the TY ly; now it's no tougher than was with network tv now such an obvious Code, do not mean eroticism," Mr. anyofferinginAlfred Hitchcock market. Holly wood will keep one eye Jahnckestressed,"althoughsome Presents." cocked on the medium's needs as it Hollywoodproducerscontinue .to makes its features. At any rate, said confuse the two." Editable Sensationalism the executive. "the new MPPA Code shouldn'tleadtomorelaxityin Forbidden Fruit "In every feature film package," films." Mr. Tankersley said, "there are some Remarking that his network turn- As for what may be coining from pictures which (unlike Psycho) can't ed down Psycho in toto, Ernest Lee Hollywood in the near future, since be edited to make them suitable for Jahncke Jr., the jovial, robust form- it will be at least two years beim.. tv." Such films stay on the shelf. er Navy Commander who isvice any of the pictures made under the But he added that most films. how- president,standardsandpractices "Valenti" Code will find their way ever adult in subject, can be edited at NBC-TV, said that a film which into tv,it's difficult if not impos- forthe family medium by taking might be acceptable in one time slot sible to predict what will or will not out one or more scenes. might be shocking in another. "If be acceptable in 1968, so quick)do It's common practiceforHolly- you haveashowcaselike NBC's the mores change, Mr. Jahncke wood producers to have on hand cov- Saturday Night at the Movies, where Would there be more permi,,ive- ering shots, "protection" shots, which viewers have come to expect family ness as a result of the seeming liber- can go in for doubtful scenes; just as entertainment, and you ran a film alization of the MPPA Code? "How there may be two versions of a film. like Psycho, no matter how skilfully far can it go?" Mr. Jahncke replied. one with sexual literalness or nudity edited,it would take much of the "It's like women's skirt-,- -the%can

60 Television Age, November 21. 1966 go up sofar, then they must The trouble withtvtoday, Mr. there would only be a problem if tredown." Fore remarked, is that there is too "the entire theme of a film is dubi- If a movie with an "adult" theme little choice, and choice only among ous." The new Hollywood Code, Mr. run on tv,with or without edit - escapistofferings.But,henoted, Hough remarked, may now allow g, should parentsbe warned of it there is promise of greater diversity licitly what has already been done in the flashing of "For Adults Only" in tv, what with the rise of features, such films as The Pawnbroker and in Ilboards? Mr. Jahncke saidthat uhf stations, satellite relays and new a number of films from overseas. He ch attempts at classification may networks. To the degree that adult said thatif an important film like ineffectual, and worse, a tempta- features.thosewithstrong moral Hawaii had scenes with bare -breasted m to the non -adults. qualities, move into tv, the diversity actresses, these could easily be cut and the value of the medium will from thefilm before the data of increase. Mr. Fore said. telecast. Not Only Escapism Concern for serious program fare A spokesman for MPPA said he Grace Johnsen, director of broad- was also expressed by Bernard Ev- hoped that tv would adopt the Code's st standards and practices at ABC - slin, radio-tv director of the Union "For Mature Audiences" tag, and ,V, said there had been no problem of American Hebrew Congregations. show the seal with that tag before the far with fitting features to network He said UAHC was not concerned presentationofan"adult"film. ecast: "When there's doubt, they're with safeguarding the morality "We're leaning over backwards to ,ited: if they're not editable, they're congregants, but with the effect on advise parents about what a picture jetted. Every film presents a differ - Americanlifeof unreal entertain- is like." he said. t case." ments. Serious motion pictures Beyond the networks, representa- would be welcome, he added, along Death of the Albatross with more serious documentaries and 11'esofthe major religions now ep a weather eye peeled on moral - discussion programs. Howard Bell, director of the NAB intv. At the National Catholic It'slikelythatthe pressures of Code Authority, said the whole test Tice for Radio and Tv, executive commerce will prove more effective of the new Hollywood Code would rector Charles E. Reilly Jr., a dy- than pressure from guardians of mor- be in how it was administered. He imic young layman who had been alitin keeping tv a family medium. said the Code Authority and its ad- sistantto the vice president and and making sure feature films are visors would be considering the ques- rectorofcorporaterelationsat suitable for it. A spokesman for the tionof whether to have television 'ung & Rubicam. saidtheoffice MotionPictureProducersAssoci- usethe"For Mature Audiences" is concerned with "neither censor- ation said producers will continue to statement or some other classifica- ip nor propaganda, but with work - shoot two ways when handling deli- tion. Mr. Bell added that the Tv Code g with broadcasters in maintaining cate scenes."It's a lot cheaper to "reflects current principles of moral- e industry's high standards." Work - take protection shots when you're on ity." It is much broader, he pointed g with Mr. Reillyis the Rt. Rev. setthan to have to redo a scene out, than the old Hollywood Code, sgr. William J. Shannon. who was later on." with few outright restrictions. In a vocalist on the CBS radio network Alreadythereare rumorsthat way, he said, Hollywood's Code had Moreheenteredthepriesthood. European film producers are going caught up withthe TV Code as sgr. Shannon said television pro- in for protection shots that will make regards the lack of rigidity-"prin- ammers might be caught in some- their pictures more palatable to U.S. ciples, not restrictions," as Mr. Bell ing of a no -man's land between the network buyers. put it. ;g screen and the little screen. "In Mr. Bell at this time said he did pluralistic society, we cannot deny The Illicit Becomes Licit not know if there would be any need the rest of the population films we to contemplate revisions of the Tv nsideritinadvisable for our con- Syndicators of feature films, and Code. But, "the policies of the MPPA egants to see." he commented. mostoftheircustomers, however, people are bound to have some effect William Fore, radio -television di- appear to he quite sanguine about tv on tv, when the new product comes ctorof the National Council of suitabilityandsaleofHollywood into the tv market." lurches. remarked that films "had product. Speaking representationally, In the meantime, the NAB office rmerly been seen as escapist enter- William Clark, vice president of 20th will continue to work closely with inment. but as an art form had Century -Fox Tv, said that family pic- its counterpart in Hollywood. And, aerged as a serious expression of tures would predominate in the mar- Mr. Bellfelt, the fact that the Tv cat's going on in the world. and ket. and that most adult -theme pic- code is under continual study, and isis a moral concern. Christians tures could easily be edited to make has already been amended and ex- !edto take serious expression in them fit for family viewing. pandedseveraltimeswithinits ms seriously." he said. "The adult HalHough,programmingvice young life, will prevent it from be- eatre film should be available to president of the CBS Owned stations coming a 33 -year -old albatross lults via Iv. but there is the problem and probably the most experienced around the industry's neck, as was audience selection." film buyer in the industry, said that the outmoded Hollywood Code.

ievision Age, November 21. 19(t' 61 Kids (Continued from page 35) Prince Planet are all turned out by it swung wide. Today, Japan Japaneseartists.This source was out such network offerings for past 20. Now Gigantor is up to 40, firsttappedseveralseasons back as King Kong and Frankenstein Hercules is in 50 on its second go - when NBC Films entered into co -pro- which will probably end up in around, and Felix is holding its own duction with Mushi Studios in Tokyo dication in time. in 43. for Astro Boy. The key to the deal AlongwiththeJapanese, One answer seems to be to come was aninitialsaletoa Japanese British have been tapped by up with the show that will "hit" big network.Ittook strong sellingto productionfirms-King Feat -and that's where imagination and break down resistance in this coun- puts Cool McCool and The Be a good"feel"forthemarketis try to the foreign -made series, but together in London-and Tele- vital. There's an apparent trend to- once the door was opened a crack, tures takes Tin -Tin from Belgid ward kidshows that can grab teens A future bet for productionisI and adults as well as youngsters- Iron Curtain countries of Czeehos it's a trend the networks have steam - House Not a House vakia, Poland and Yugoslavia. w rolledwithBatman, TheBeatles. An advertiser in Wheeling, animationisflourishingand The Ministers. etc. An obvious effort. W. Va., has found a way to craftsmen are gaining internati and what looks like a successful one. capitalize on the yearning pro- repute for their work intheat to jump on the trend is Grantra - ducedinviewers when they features and shorts. Lawrence-Krantz's Marvel Super see the grandeur of the nation Cost-cutting.ofcourse.can Heroes. The producers reckon the as showninBonanza, Gun - done not only by finding new animated comic books will be in 150 smoke, et al. He tells the view- duction sources, but by using lim markets next season, and 200 init - ers they can see the country- ed animation where full aniniati third year. The goal is a remarkable side"in person"-by buying would be prohibitive, or by comi one for these times. one of his house trailers. up with a new form altogether. Ni As there is no sure route to net- The advertiser, Tom Stew- reproduction techniques likeXei work success (Green Hornet didn't art, of Stewart Mobile Homes graphy are increasingly being us, match Batman one iota, although it inClairsville, Ohio. tried his to prove that Walt Disney perfecth had the same producer,etc.),so sales approach last spring on isn't vital in attracting kid viewem there is no one sure route to syndi- wTRF-Tv Wheeling. In a month cated kidshow success. Hoping to be he spent $350 for a spot pack- Host Fades Away "different"enough, aimingfor a age: in the month he sold six Along with ideas to bring d different age group, a different mai- vehicles for a total of $30,000. ket. numerous producers have pour- costs, syndicators working the With that kind of results, he show territory have come up wit ed new shows into the moppet field continued the schedule through ideas to make their offerings mot recently. Among themareSeven the summer, then had to drop Arts with Marine Boy, NBC Films palatable to stations. One approae out for a month while he re- to provide shows that can eitht with Kimba, ITC with the long -run- stocked on new models. Now is be run in short segments or easil on -network Fury, Screen Gems with he's back ontheairagain. tied together to fill a half-hour. Fot off -networkQuick Draw McGraw running ID's and 20's of color merly,onlyshortcartoons-frot and Hanna -Barbera cartoons, Trans- slides made from dealer bro- four to 15 minutes in length-wer Lux Tv with Gigantor, Tele-Features chures, and late evening min- sold, the idea being that a live --host with Adventures of Tin -Tin, ABC utes. would bridge them with gags. game Films with the oddly -named 8th Man, The minutes, shot on 16mm and commercials. As stationcost Wolper TvSaleswithLaurel & film by the station, "surprise" went up, the live hosts by and larg Hardy and Crusader Rabbit, Ameri- viewersby showing thema weredroppedfromthepa yr can International Tv's Prince Planet modern furnished interior be- Inlargermarkets,thekids and Sin bad Jr., and Alexander Films' fore the camera pulls back to host remains popular. his salary o Planet Patrol. reveal the interior is not that aminor expense when measu of a house, but a home on against his ability to hold vie Open Door Policy wheels. Mr. Stewart's success and advertisers.) with the commercials-he Aware that anything might go big With the fade-out of the host, credits them with bringing in on the kiddie front-and that no- half-hour cartoons increased in at least 30 new prospects dur- thingmightgo-theproduction mand. But the companies that ingthe companies are endeavoring to hold firstweek-indicates reels of shorter films found a that the pioneer spirit of Amer- down costsas much aspossible. that judicious selling could put icaisstill Jananese animation, as noted earlier. alive,although product across. For one thing, transportation has come a long is one factor here, and Marine Boy, noted, cartoons of five minutes o way from covered wagons. Kim5a,Gigantor,8thManand provide plenty of natural brea

62 Television Age, November 21, "Television Market Areas," using ARB defini- These 1 tions. These are ranked by: Standard Metropolitan Statistical Areas New Features Areas of Dominant Influence (the undupli- cated county concept) Effective Areas (areas in which there is 50% in or more daily circulation) Total Viewing Areas (the ARB areas survey) 2TV stations listed alphabetically and city of operation. TV circulation for black -and -white and color. 3Color TV estimates have been revised based on data provided by ARB and Nielsen. Television 4 Media Identification Codes for every TV Station, group and representative listing-for standard industry identification-endorsed by the Adver- tising Data Processing Association. Rates and Data 5 Households now ranked by SMSA in Consumer Market Summary pages. The summaries include: Total sales -retail, food, drug, general Make merchandise, apparel, home furnishings, auto- motive, service station-passenger car registra- tions, farm population and gross farm income. the Buying of 6 List of TV stations regularly scheduling farm programs. 7 National group broadcasters' national sales offices are identified immediately following the Television listing of TV representatives. 8New future rate pages for TV stations-an- Easier nouncing new rates in advance. These new features are making it easier for buyers

of television time to buy any station. Your reasons- why -to -buy in SRDS will make it easier to buy from X01' Buyers you

STANDARD RATE & DATA SERVICE, INC. The National Authority Serving The Media Buying Function 5201 OLD ORCHARD ROAD, SKOKIE, ILLINOIS 60076

.lerlAimi pr.. 1,1clutter 21, low' 63 ri which to drop commercials. For an- Peoples' New Titles and -white, the fact that 52 of 1 other. clever mixing of old and new George W. Campbell moved up to 104 half-hours were filmed in col . cartoons canattractaudiencesof vice president and general manager is doing a lot to keepSuperman different ages. Too, the station can of Peoples Broadcasting Corp. from the airin 85 markets current)'.. T stretchitsfilm dollars further by show dominates competition inma mixing some older and lower -priced markets, as in New York where cartoons in with some newer and has kept independent wvix infit costlier ones-thus lengthening the place at the relativelylate hour number of weeks of programming 6:30 p.m.The Cisco Kid,one of t obtained for the price.I Five-minute earliesthalf-hoursaimedat .t1 cartoons areusuallysoldforun- youngsters, has a new lease on If limitedruns,whilethehalf-hour by virtueofitscolor availabilit versions are more likely to have a And new product, like NBC Filre definite number of runs stipulated Forest Ranger,credits a measure in the contract.) its success to color (Rangerisfilm Among the short cartoons going in the Canadian North Woods. nc strong are Tele-FeaturesCourageous worked in Canada, and is in aha CatandTin -Tin,AITv'sSin5ad Jr., the post of executive vice president. 50 U.S. markets). ABC Films'Harveypackage(Casper He was formerly director of sales Theatricalcartoonswhich ha the Ghost, etc.). W olper's Laurel & promotion -publicity and newscaster worn out their welcome on man Hardy andCrusaderRabbit, United forWGBIScranton, Pa. and adminis- stations bounced back asstatim Artists'New Adventures of Pinocchio trative assistant to Nationwide In- aimed for the "100 percentcolor andTales of the Wizard ofOz, ITV's surance's president. Clark Pollock at goal. Thus. National Telefilm Ass, Mr. Piper,Screen Gems'Ru/f 'n the same time was named vice presi- ciates,for example, with 200 of Reddy and Hanna -Barbera package. dent of operations at Peoples Broad- Little Lulucartoons. was just on and CBS Films'Astronuts, Roger casting Corp. He previously was pro- firm that found a whole rash of ne' Ramjetand Alvin. gram director forKVTV-TVIowa. orders coming in as color cameit Live -action films have been sold Trans -Lux' Felix, which was one a since the days of Chaplin as having about 40 markets. Embassy Pictures the first made-for-tv cartoon serie appeal for both kids and adults, and cut up 13 feature films made in Italy also witnessed a new surge of cola this feature is still relied on by the by Joseph E. Levine and put the interest. kidshowsyndicators.Some sellers result -26 hours-into themarket Live, but Syndicated note that cartoons intrinsically are asSon of Hercules.These sagas of thought of as "for children only." derring-do around Rome proved their Two children's programs ofun but a live -action show-that's some- pulling power on kids and grown- usual type that have used innOna thing else again. Programs such as ups by being slotted in 91 markets. tionto overcome some of the dif Lassie, Dennis the Menace, Leave It And, seeing thatHerculeswas a ficulties of the field are Lam liar toBeaver, Patty Dukeand more big name in almost any form. Trans - moil'sBozothe ClownandBer have found favor in slots that ex- Lux Tv put out 130 five-minute car- Claster'sRomper Room.Faced wit). posed them to young and old alike. toon adventures ofThe Mighty Her- the problem of stations economizing Recententrantsinthefieldthat cules,and now has moved itinto by trimming theirlivetalentand have done well include ABC Films' about 50 markets on a secondgo- production, the two shows have taken Buck Rogers(13 half-hours)and around. adifferenttack.WhileRomper Flash Gordon (40 half-hours Thediversityofthinking-re- Roomcontinues to do well across Spliceups of pre-war Republic Films ducing productioncosts,widening the U.S..it has moved heavih into serials,the two shows have been the audience,followingtrendsor the overseas market, setting up live running in tandem in upward of 35 starting new ones-is what is spark- copiesincountryaftercount') major markets.I In some ofthe ing the syndication business today. aroundtheworld.Bozo,onthe markets,theyruninprime -time But another important ingredient is other hand, is being made available periods to catch the "camp" follow- also at work: color. While most of as either a local -live or all -tape show. ers.) the more recent cartoonofferings Forthelocalpackage,producer Shorts and Longs arenaturallyintint,some older Harmon providesfilmedcartoons.

programs are getting a second life games, contests, acts, ideas, etc.and Anotherlive -actionseriesthat because they were filmedin color thestationadds theBozo -dressed hurdles age categoriesisMack & years ago. host. The "no -effort" package fea- Myer /or Hire,the Trans -Lux Tv At the top of the list, of course, tures the "natural" Bozo, as (aped complicationof200111/2 -minute is the long -running live -actionSuper- at WHDH-TV Boston. The Bozo lineup slapstick hij inks. M & M is now in man.Perenniallystronginblack- currently is about 25 markets.

64 Television Age, November 21, 11!emany syndicators, Mr. Har- Toys,food,clothes and novelty This last aspect, though, is at best on has morethan one ace up his items that bear the name of a kid- a small sideline to the real business 'eve. In addition to amillion dol- show hero can return considerable of conceiving and selling programs. rs worth of 130 newtapedBozo revenue, even if they're less success- As an indication that the task will ows he's currently working on, he's ful names thanBatmanorDavey be simpler in the future, the sy ndi- aking four specials for kids. Spec - Crockett. catorspointtotheever-growing Is are considered a sure-fire money- number of new products being rush- aker by numerous syndicators. as Two -Year Tale ed to market by major advertisers .11 as a foot -in -the -door for future Television merchandising ideas with the hope of capturing the kids. come and go. but an idea that lasts riessales. Thus. Tele-Featuresis Stations no longer must depend on lling seven feature-lengthTin -Tin for two years must be a good one. a few toymakers and cereal firms, ms along with its series: American Such an idea has been working in they point out. And, as the list of ternational has 13 live -action fairy - Omaha since its inception in 1964. advertising prospects grows, so has Then Wilson's Certified Meats began lefeatures calledHoliday Story- the number of potential viewers: the running a schedule of minutes on toko/ Fables;and NBC Films bumper baby crops of the late '50's KMTV, with each minute divided into aced its package ofThree Famous and early '60's are now at the age three 20 -second segments. The first tntasiesall over the country. (The where they can exercise considerable and third parts are straight pitches ms-Rip vanWinkle,Aladdin's control of the dial. for the company's products. but the enp, Treasure Island-weretrans- Few syndicators today deny that mid -section tells viewers the name of rredlastJulyto Golden Arrow there are plenty of problems in sell- a particular supermarket where the Ims). ing children's shows, that the market products are available. istight.that thereisconsiderable Stores .MerchandisingMoney have featured Wilson's meats to join the roster of outlets competition-but few doubt that the guy with a solid property and the When a kidshow syndicator feels promoted on the air, and Wilson's right angle on selling it can't make 'stried every twist he can think distribution has leaped ahead since a dollar, and won't make it more to bolster sales, and nothing has the campaign began. Annual presen-

easily in the coming seasons. Iped. he seldom grows despondent. tations are made for the area's major knows that awell -made series supermarket chains wherein Wilson's package may have worn out its peopleexplainupcomingproduct pushes. The spots run by KMTV are deome temporarily, butcan bounce Represented by Edward Petry & Co Inc, ck again in a few years. As evi- combinations of tape and film or live nce, he always has an "expert" and film, depending on the speed :e Disney to look to. Not only has with which the store tag must be included. 'lie master" made millions bycare - Robert Wheeler, Wilson's general 'Ireissuingofhisfeatures,but manager, claims the tie-in of tv with showed tv how to doitwith a strong selling point for the local toMickey MouseClub. From its The storesha. brought about "a tre- y -day on network, the showwas way t to rest. to be brought outa half- zen years later in syndication and to reach we into100 markets. Now the tis down to 25. But ina few ars a fresh generation of toddlers ROCHESTER 11 be available and the series- ightened witha few new features willbe readytostartallover

Yetanotherfactorthatcauses GO pe to glow brightly in a syndica- !'s heart is merchandising.While MR. WHEELER WROC reTV8 big action these daysseems to mendous increase in distribution and GOING PLACES tied to network programs, such sales. Sliced cold cuts, for example, trket-by-market showsas Super - were up 50 per cent in 1965 over in, Yogi Bear, Huckleberry Hound, 1964 and up another 20 per cent in srvel Super Heroes, RomperRoom mid -1966. The volume of sales by d Bozo have demonstrated that chainstoresinthisarea hasin- adollarscanbe broughtin creased two to four times since the A RUST CRAFT STATION sough merchandising licenses. beginning of the campaign."

!evision Age, November21, 1%6 65 Media Buying at SSC&B SSC&B (Continued from page 33) far-reaching development atSSI The opportunity to purchase all since Mr. Seaman arrived there f: being top professionals in the craft media is one of SSC&B's major at- Compton Advertising in 1959 is of advertising." SSC&B's growth over tractionsto young media buyers. agency's "very definite effort to the years has presented Mr. Uhl with One of the agency's new buyers said pandquantitativelyand qual problemsinkeepinghiscreative the all -media buying policy was the tively." SSC&B, known for years troops closely knit and unified. The only reason he came to SSC&B. At package goods specialist, reaches agency operates on the group system his former agency, he was restricted point about four years ago w. in which a number of people are tobroadcast buying. "I knew it's product conflicts began to three more or less permanently assigned to hardtobecome asupervisor,or the agency's growth. "During a specific group of products. "We try even to move into account work, week we turned down $8 million to make the groups a kind of auton- unless you buy and get experience new business because of product c omous unit," the creative head said. in all media." In comparing SSC&B flicts," Mr. Seaman recalled, add "I like to think of each one of them tohis former agency he said the hastilythat the agency has ne as a small circle, all working within a atmosphere was generally the same, "and will never" terminate an larger circle," he added, sketching a except at SSC&B senior people in count for a larger, conflicting o diagram of a telephone dial. the agency are more accessible "and "We seek a long-term relation Noting that the agency started hot will spend time giving you advice." with our clients and want a dm and small, he said that the instinct to He noted there was more contact more meaningfulrelationshipw; remain that way isstill strong at between the media people and others them. They must know that w e; SSC&B. "Our instincts say to avoid ofthe more than 600 employees unreservedly and withoutquesti getting big," he said. "But if you scattered about the agency. dedicated to producing successful ; don't get big, you get small...and vertising to sell their products.."! that's bad, so we've gotten big. Now With the gaps in its package -go he stretched back, pulled out a bot- that we are big, however, we stress line-upbecomingfewer, SS one thing over and over to every- tom drawer for a foot rest, and fid- under Mr. Seaman's direction dled with a paper clip bent -out -of- body: remember that it's the ad that about nabbing corporate, servicfla shape. "No, I couldn't possibly judge comes out the other end. That's our hard -goods accounts. Its first maj every ad going out of SSC&B," he reason for being here." break -through was troubled Norther said. "If I tried I would have to give Airlines which went to SSC&B horseback Iron -Handed Charm opinions." Asked about December 22, 1962. The first SSC1 an antique postage scale on his desk, In describing SSC&B's selling phil- campaign broke 13 days later and f he joked, "I watch every detail here. osophies, Mr. Uhl observed, "If peo- January of that year Northeast's sal A sample is removed from the mail- ple are exposed to 1,600 ad ideas a increased 65 per cent over the pre' room regularly and I test it on this day, you have to stick by a selling ous year. The campaign idea:t scale." point and make it fresh and contemp now famous, "Come on down!" orary so that it will be noticed. So By far the most significant, and Cold Here, Hot There our firstobjectiveisto determine [often through a large research de- Mr. Seaman describedSSC&F partment] the selling need and fill it. solution to the special problems tl freshly. Determine a reason why a Northeast account presented. -Wht customer should buy the product, and we first got the account, there was then driveit home. The final, and newspaper strike in New York. The absolute test of how good the ad is, had been a highly publicized co of course,is what happens to the waveinFlorida," he said, "but r productinthemarketplace,Mr. one knew it was over and the hole Uhl said. downinMiami wereintwill)! Alfred J. Seaman, president and Everybody was complaining." Hiriu the man at SSC&B who wields the a localMiaminewscaster.hi greatest daily influence, has a com- Dooley, the agency sent a crew (low fortable corneroffice on the 12th Norman Louvau was named presi- to shoot tape daily and fly it noel flooroverlookingLexingtonAve. dent of Screen Gems Broadcasting Frigid New Yorkers saw Mr. Doole Although his rule has been described Corp., a new post from which he drooling"Comeondown"an as"strong andiron -handed,"the oversees activities of KCPX-TV-AM-FM giving the Miami temperature. Th former copywriter posseses great per- Salt Lake City, WAPA-Tv San Juan spots put Northeast back on itsfeel sonal charm, an imposing appear- and WVUE New Orleans. He had been and proved that SSC&B could handl ance,andcordialdemeanor.He vice president and general manager aservice account with speedan. laughs a lot. Sitting behind a very oftheScreen Gems broadcasting imagination. large leather and antique -topped desk Division. Since then SSC&B has received thi

66 Television Age, November 21,1961 The Nation Will Breathe Easier

Because You ..The Broadcaster...

Are "Airing The Matter"

"A Matter Of Life And Breath"

ROCK HUDSON These stars have contributed their talent to E make this public service material available L to the broadcasting media. E ROCK HUDSON, SUZANNE PLESHETTE, Tuberculosis Is Still A Clear V MEREDITH WILLSON (all available in 1 -minute spots and 30 -second variations, in color) And Present Danger. DICK VAN DYKE (movie trailer) sI0 THREE DOCUMENTARY SPOTS (1 minute, with Emphysema And Other Respiratory 20 -second variation) (in color) Diseases Take A Deadly Toll Of PLUS SLIDES, TELOPS, FLIP CARDS AND POSTERS, lives Each Year. GREYED AND COLOR. Produced by Our Christmas Seal Campaign Is NOWAK ASSOCIATES, N.Y., N.Y. TANDEM PRODUCTIONS at Designed To Alert The Nation To SAMUEL GOLDWYN STUDIOS, Hollywood Causes, Symptoms, And Medical UNIVERSAL CITY STUDIOS, Hollywood Treatment. 15 -minute transcribed programs starring: A ROGER MILLER, NANCY WILSON, HERB ALPERT/ TIJUANA BRASS, ANDY WILLIAMS, PETULA CLARK, BUCK OWENS, HOMER & JETHRO, AL HIRT, plus reminder show with HENRY MANCINI. The Recorded And Filmed Material 0 5 -minute transcribed programs starring: Is Produced With The Highest EILEEN FARRELL, STEVE LAWRENCE, Professional Standards. ItIs EYDIE GORME, EDDY ARNOLD. Fitted To The Holiday Season: Transcription of All -Time Great Hits, featuring outstanding artists. It Seeks To Alert The Viewer Transcription of 24 Celebrity Spot Announcements. And listener Without Employing Transcription of 22 Recording Artists' Sensational Approaches, Morbid Announcements for Disc Jockey Shows. Reflections Or Inducing Fear Transcription of 24 Celebrity Reminder Or Panic. Announcements. Special Christmas Seal Theme Song - featuring MEREDITH WILLSON.

60th ANNUAL CHRISTMAS SEALCAMPAIGN NOVEMBER 15th through DECEMBER 1966 For network use: Contact Milton Robertson Director, Radio/Tv/Films National Tuberculosis Association 1790 Broadway, New York, N.Y. 10019 Circle 5.8000 For local use: Contact your local Tuberculosis Association National Tuberculosis Association in your own community. Approved by Advertising Council of America lekvision Age, November 21, 1966 67 American Iron and SteelInstitute and the Continental Can Co.corporate SSC&BINC.ORGANIZATION CHART accounts, and is working to see that

its billings in the areagrow. Mr. Sea- POOMO OF DIRIGTORS man strongly believes that SSC&B's MAMA IMES I

philosophy of package -goods selling PRESIDENT can be transferred successfully, even ARRRED .1 SISSON improved upon, in corporate advertis- I LMGOIA TV CREMIVE 'INTER CREATIRIT MCOUM1 [RESEW.-AMMIING MADAN WAXY 0NAIMI. PUCIRRAD Vogl. MANAGEMENT ing. "There used to be in corporate MOO. v F %WSW. CRAM SOROR P SO... .P ...... `ANA, V advertising a tendency to depict all

I, I PRIFFRON1_ I MK. the pomp and panoply, with little sub- DOOM at. 04

"PS mkbei RRINTrast CRIM4Das IMMO R 1 ACCCpil . NIGNom or uMONA,MN. stance," he said. "There 101f1.1% I were a large I L ; E___ DNANE [ 100:0% staMol [PflOCAPI VIV.011 Ouppot number of abstractions, 104.0111. cDoM vague ideas, L _ MOO

that they hoped the viewers would be MEDIMM OMP LAM, MAIM HR. raoRRD,o. MASS """1"1 [DOCIItireS IMMAstes ENE able to catch and remember." Hecon- r I AMIN trasted this with package -goods sell- L _ El.171 ing where "you use a well -thought- out proposition, tell its story, and tell their agency are making the decisions the viewer what to do about it." Mr. Seaman said that SSC&B h and that no client will havea say in Mr. Seaman said SSC&B operates been considering opening branch. who is to get what raise." on several different types of compen- abroad for six years since Anteriet The advantages and opportunities Tobacco gave the agency its sationarrangements,although inte the afforded by television advertising and traditional 15 per cent commission national account. The agency cho what the medium has meant to SSC&B not to move abroad at that time, b dominates andisdesired bythe are not lost upon Mr. Seaman. "I majorityof experimented with subsidiaries. Hoi clients.SSC&Band believe print will continue to be BBDO have a special fee agreement a ever, the agency now has set up tremendous force, but in print you with American Tobacco Co..a cor- close liaison with Lintas, a work trytolock everything upinfive nerstone of SSC&B's success, in which wide agency with headquarters i words," he said."That's greatif the client gets a rebate England, and there appears to1 on after-tax that's all you need. But more often profits on billings over 2.5 some kind of a formal union of th per cent. you need to hold the viewer longer SSC&B also has special deals for two agencies in the offing. Such a lin new - and say more. In television, with its product work-both for clients with would give SSC&B access to impoi multi -dimensional capability,you can tant world markets. At present th going business at the agency and for present ideas singly, in a chain of clients which have assigned SSC&B agency has branches only in Puert relationships, that progress logically new products only. Rico and on the West Coast. to a conclusion. Of course, it's an Mr. Seaman claims that SSC&B' invaluable tool to advertising. You successes can be attributed to goin; Fees, but No Cost -Plus sometimes wonder with all tv's un- one step beyond what is required t( realized potential why television (pro- produce only good advertising. "I Most of the new -product work is gramming and advertising) generally you avoid the bad and do the good under a fee setup, Mr. Seaman said, isn't of higher quality," he observed. it won't be exciting but it might ge, but when billingson the product you by. If you can determine what reach about $1 million, the straight makes an ad or a concept good anti commission system goes into effect. then find a new pattern, a configura He said the agency hasno permanent tion, an unexpressed truth, you will fee arrangement and is open tosug- be great, not only good. I say alway- gestions from any ofitsclients. reach for the one shelf abovewhat SSC&B, however, unlike BBDO, has you can reach . . .and make sure never recommended the American there is a three-legged stool uncle, Tobaccofeearrangementtoany neath you." As proof that SSC&B in- other clients, and no other clients deed tries harder, Mr. Seaman h& on their own tookaspecialin- two rules of thumb: "whether the terestinit, Mr. Seaman said. One agency has to beg, or whether clients system he is against is the cost-plus put you on theirlistfor new ac- system "because it brings the client counts; and whether good people in into your business, instead ofyou Jerome Bess, formerly vice president the business come to work for you. into his. An agency is more thana in charge of operations for RKO or whether you have to look hard and collection of people,it's an atmos- General Broadcasting, was recently pay through the nose to get the quail - phere, a morale, a feeling. Theem- named general manager ofWOR-TV fled people." SSC&B, he says, passes ployees must know those at the top of New York, owned by RKO General. both tests.

68 Television Age, November 21, 1966 In the picture

IIis topcoatflyingbehind him, Leder's direction, RKO General Pro- Robert J. Leder, new president ductions-a division now parented by the new RKO Pictures arm-financed a new establishment,RKO Pictures unpany, raced into his office on a or co -produced 11 feature films, put ical morning a few days after an- 17 into production, and turned out a itncement of his appointment. He raft of tv programs for its own sta- ibbed the phone as he slid out of tions and for syndication here and coat. punched a button, spoke a around the world. r quietly forceful words, hung up, The emphasisat RKO Pictures ,ok hands with a visitor, strode to naturally will be on feature films, and open door, passed some airplane Mr. Leder has ideas on the kinds of :cetsto a secretary so she could filmsthe companywillback. He ise some travel plans. walked back, believes the television market as rep- a cigarette, whipped off his jacket resented by a network sale is not one I hung it over a chair, waved to without a price limit. "Motion picture visitor tosit, punched another priceswill have to be competitive MR. LEDER ton on the phone, snapped out a with those for other types of pro- The money stops at 8750,000 einstructions.hungup,leaned aramminar ''he said. "and Ithink :k behind the Early American desk $750,000 is about as high as prices ming. Broadway, books, arena pro- I tried to relax. will go." A handful of features of ductions-there's no limit, said the 4r.Leder.itwould seem, must major importance will bring Kwai- new president. "We're not going to ke an effort to hold still. so attuned like prices, yes, "but how often can getlockedintostudioownership, he to the pace of the business in a network pop for $2 million?" though. Then you lose your flexi- ich he works. The furnishings in bility. You have to produce because spacious headquarters (20th floor, Since the return may be limited, you've got overhead. Now we can but modernized buildingnear the executive is aware that pro- finance what we want to, and if noth- fles Square tare colonial. polished, duction costs must be held in check. ing interesting comes along, we don't nified,buttheexecutivestares "Stars mean nothing today-except have to do a thing. It's not going to tight ahead when he looks up from RichardBurton.ElizabethTaylor. be like the old Hollywood days. Too k or phone at a vivid and realistic maybe Cary Grant - so you don't much ofthe motion picture busi- nting of a group of trotting horses have to pay for them. David and Lisa ness, particularly distribution, hasn't fling straight on out of the frame. cost under $100.000. We've got sev- changed. But we're going to try to do mood is excitement, and itre- eral properties that cost $3-400.000 something about that...." ts the executive's personality. His and they're excellent." Before taking a final phone call. ewers to questions are rapid, with What can make a $300.000 produc- Mr. Ledersketchedinhisback- fumbling for the right word. tion worth $750,000 to a network, he ground: "I started with an ad agency [he move by RKO General, Inc.. said,is exploitation. And while ex- in the late 40's. They went out of etet up RKO Pictures as a separate ploitation costs money, the costs to- business, soIgot into radio sales ity, he said,is not an effort to day are much less than they used to for a Newark station ... tried to pro- ersify so that there would be any be. "The days of the big national duce live game and variety shows for relianceontelevisionby an releasewithamulti -million -dollar tv with my own underfinanced and eadv highly diversified company. campaign are gone. Now you have a short-lived company... went toNBC srent General Tire & Rubber Co. coupleof thousand playdatesthat in '49 and became sales manager for ns 11K0 General with its complex give about 85 per cent of the return. radio spot ... moved five years later radio and tv stations, movie the- And those play dates are in eight ter- as sales manager to WNBC New York es, CATV systems. etc.. and also ritories. So the exploitation doesn't ...worked at WINS where we brought ttrols an airline,a tugboat opera - have to cover much ground, particu- Alan Freed in and started rock n' 5, an outdoor advertisingfirm, larly when you think that we've got roll. ..then to WOR, and I'm still ers.) "The idea is just the opposite. television stations in four of them." here." Mr. Leder was vice president fact. We're thinking predominantly and general manager ofthe WOR television. We're trying toprotect The plans of RKO Pictures call fot radio and tv stations from '56 to '65. own programming position- expansionofinvestmentsinto and last year became executive vice h films, specials,our new sports otherformsofentertainmentthat president. RKO General Broadcast- work.- In the pastyear under Mr. eventually may result in tv program - ing. evision Age, November 21, 1966 69 American Iron and SteelInstitute and the Continental Can Co.corporate SSC&BINC.ORGANIZATION CHART accounts, and is working to see that

its billings in the areagrow. Mr. Sea- SOSAD OF COUCTORS man strongly believes that SSC&B's S ITITLOM 111INUS

philosophy of package -goods selling PaISTOSTo can be transferred successfully, even ssosTO SW.%

L I I improved upon, in corporate advertis- I LWO, Tv PROGIOATTANG CREAM,' 'MIER CSEATI v ' saCsfre U MW. MATTO oss 1515WIN mum. 001.40.1 1111.1.1K1 MIAMINALt CLOAK MOMS ing. "There used to be in corporate SI NI.OR P SAW.I SO.os vvs SIM9e . A , wfil advertising a tendency to depict all I I eA, ,L rI S ILYA/Co. NWNINL. the pomp and panoply, with little sub- K1 COW ,A ,00.61.ak, 1,114114.0 .1100. 1" CAA,LAS 11100... su.evrtats iN[C.118. TP:.:11. LIX:f stance," he said. "There werea large 1-7 I I MI WM. 1.011 CCCVNIL, ilava TOSO number of abstractions,vague ideas. LIONLONLSCAI 0.100.11 COO.

that they hoped the viewers would be ,410, ast MOO,S11.3 Pago.r.o. .401. 16,01.401411 ow -stns. '1.1401.10S LTOTS able to catch and remember." Hecon- I trasted this with package -goods sell- 041C.5 [ ing where "you usea well -thought- out proposition, tell its story, and tell their agency are making the decisions the viewer what to do about it." Mr. Seaman said that SSC&B lv and that no client will have a say in been considering opening branch Mr. Seaman said SSC&B operates who is to get what raise." on several different types of compen- abroad for six years since America The advantages and opportunities sationarrangements, Tobacco gave the agency itsinte althoughthe afforded by television advertising and traditional 15 per cent commission national account. The agency cho what the medium has meant to SSC&B dominates andis not to move abroad at that time. b desiredbythe are not lost upon Mr. Seaman. "I majorityof experimented with subsidiaries. Ho% clients. SSC&Band believe print will continue to be BBDO have a special fee a ever, the agency now has set up agreement tremendous force, but in print you with American Tobacco Co..a cor- close liaison with Lintas, a wort trytolock everything up infive nerstone of SSC&B's success, in which wide agency with headquarters i words," hesaid."That's the client gets a rebate on after-tax greatif England, and there appears toI that's all you need. But more often some kind of a formal union of th profits on billings over 2.5per cent. you need to hold the viewer longer two agencies in the offing. Such a lin SSC&B also has special deals fornew - and say more. In television, with its product work-both for clients with would give SSC&B access to imps multi -dimensional capability,you can tant world markets. At present th going business at the agency and for present ideas singly, in a chain of clients which have assigned SSC&B agency has branches only in Puert relationships, that progress logically new products only. Rico and on the West Coast. to a conclusion. Of course, it's an Mr. Seaman claims that SSC&B' invaluable tool to advertising. You successes can be attributed to going Fees, but No Cost -Plus sometimes wonder with all tv's un- one step beyond what is required t( realized potential why television (pro- produce only good advertising. "I Most of the new -product work is gramming and advertising) generally you avoid the bad and do the good a fee setup, Mr. Seaman said, isn't of higher quality." he observed. it won't be exciting but it might ge, but when billingson the product you by. If you can determine what reach about $1 million, the straight PIO makes an ad or a concept good and, commission system goes into effect. then find a new pattern, a configura-t He said the agency has no permanent tion, an unexpressed truth, you will fee arrangement and isopen to sug- be great, not only good. I say always gestionsfrom anyofitsclients. reach for the one shelf above what SSC&B, however, unlike BBDO, has you can reach. . .and make sure never recommended the American there is a three-legged stool under Tobaccofeearrangementtoany neath you." As proof that SSC&B in- other clients, and no other clients deed tries harder, Mr. Seaman has ontheir own tookaspecialin- two rules of thumb: "whether the terestinit, Mr. Seaman said. One agency has to beg, or whether clients system he is against is the cost-plui put you on theirlistfor new ac- system "because it brings the client counts; and whether good people in into your business, instead ofyou Jerome Bess, formerly vice president the business come to work for you. into his. An agency is more thana in charge of operations for RKO or whether you have to look hard and collection of people,it's an atmos- General Broadcasting, was recently pay through the nose to get the quali- phere, a morale, a feeling. Theem- named general manager of wort -Tv fied people." SSC&B, he says, passes ployees must know those at the top of New York, owned by RKO General. both tests.

68 Television Age, November 21, 1966 In the picture

IIis topcoatflyingbehindhim, Leder's direction, RKO General Pro- Robert J. Leder, new president ductions-a division now parented by a newestablishment. RKO Pictures the new RKO Pictures arm-financed or co -produced 11 feature films, put . onpany, raced into his office on a ical morning a few days after an- 17 into production, and turned out a t incementof his appointment. He raft of tv programs for its own sta- ibbed the phone as he slid out of tions and for syndication here and coat. punched a button, spoke a around the world. quietly forceful words, hung up, The emphasisat RKO Pictures iok hands with a visitor, strode to naturally will be on feature films, and open door, passed some airplane Mr. Leder has ideas on the kinds of :tetsto a secretary so she could filmsthe companywillback. He ise some travel plans. walked back, believes the television market as rep- a cigarette, whipped off his jacket resented by a network sale is not one I hung it over a chair, waved to without a price limit. "Motion picture visitor tosit, punched another priceswill have to be competitive MR. LEDER ton on the phone, snapped out a with those for other types of pro- The money stops at $750,000 I. instructions.hungup,leaned gramming." he said, "and Ithink ic behind the Early American desk $750,000 is about as high as prices ming. Broadway, books, arena pro- I tried to relax. will go." A handful of features of ductions-there's no limit, said the dr. Leder,itwould seem, must major importance will bring Kwai- new president. "We're not going to ke an effort to hold still, so attunei like prices, yes, "but how often can getlockedintostudioownership, he to the pace of the business in a network pop for $2 million?" though. Then you lose your flexi- tech he works. The furnishings in bility. You have to produce because spacious headquarters (20th floor, Since the return may be limited, you've got overhead. Now we can 0but modernized building near the executive is aware that pro- finance what we want to, and if noth- Ties Square tare colonial. polished, duction costs must be held in check. ing interesting comes along, we don't d nified.buttheexecutivestares "Stars mean nothing today-except have to do a thing. It's not going to s tight ahead when he looks up from RichardBurton.ElizabethTaylor. be like the old Hollywood days. Too (lk or phone at a vivid and realistic maybe Cary Grant - so you don't much ofthe motion picture busi- prating of a group of trotting horses have to pay for them. David and Lisa ness, particularly distribution, hasn't cling straight on out of the frame. cost under $100.000. We've got sev- changed. But we're going to try to do

mood is excitement, and itre- eral properties that cost $3-400.000 something about that. . . ." fi is the executive's personality. His and they're excellent." Before taking a final phone call. a wers to questions are rapid, with What can make a $300.000 produc- Mr.Ledersketchedinhisback- n fumbling for the right word. tion worth $750,000 to a network, he ground: "I started with an ad agency Ile move by RKO General, Inc.. said,is exploitation. And while ex- in the late 409s. They went out of tet up RKO Pictures as a separate ploitation costs money, the costs to- business, soIgot into radio sales e itv. he said,is not an effort to day are much less than they used to for a Newark station ... tried to pro- (I ersify so that there would beany be. "The days of the big national duce live game and variety shows for It, relianceontelevisionbyan releasewithamulti -million -dollar tv with my own underfinanced and (ieady highly diversified company. campaign are gone. Now you have a short-lived company... went toNBC irent General Tire & Rubber Co. coupleof thousandplay -datesthat in '49 and became sales manager for ons RKO General with its complex give about 85 per cent of the return. radio spot ... moved five years later oradio and tv stations, movie the- And those play dates are in eight ter- as sales manager to WNBC New York ties. CATV systems. etc.. and also ritories. So the exploitation doesn't ... worked at WINS where we brought carols an airline, a tugboatopera- have to cover much ground. particu- Alan Freed in and started rock n' 'I. an outdooradvertisingfirm, larly when you think that we've got roll ... then to WOR, and I'm still tiers.) "The idea is just the opposite. television stations in four of them." here." Mr. Leder was vice president (.'re thinking predominantly and general manager ofthe won ision. We're trying to protect The plans of RKO Pictures call fot radio and tv stations from '56 to '65. n programming position- expansionofinvestmentsinto and last year became executive vice mitfilms, specials. ournew sports otherformsofentertainmentthat president. RKO General Broadcast. n work." In the past year under Mr. eventually may result in tv program - ing.

Ilivision Age, November 21, 1966 69 THE LIGHTER SIDE Incamer

It happened on a New York sta- have us believe, Dr. William Jenks, ing column for The New York T. tion, according to one reliable eye- head of the department, saidthe has tried to brighten thingsup a witness.Thestationfolloweda tower is being built on a hill that is but a Times typographer wenta late -evening children's hall -hour with "extremely fossiliferous." Seeing that further one day recently. Thes a strong one -minute spot pointing his visitor dug that kind of talk, the was about a new newspaper on Ld out the evils of drug addiction... professorcontinued:"Thestrata Island, with a quote from thepa and then followed that with one of were deposited during the geologic ad directoron how clients thosestrongone -minute"institu- era knownasUpper Ordovician. flocking in. Said the Times: tional" commercials urging the view- Theycontainplatystropia,many "So far, a lot of the ads have ers to "drink coffee?' speciesofbrysoa,cygospiraand from store chains, car and app

rafinesquina, among others." dealers,realtors and builders You can believe this one or not. Staggering under the weight of `some fool people are coming al John Bechtel was at the site of a new his new-found knowledge, Mr. the advertising director said." tower being put up forWSCO-TVCin- Bechteliscontemplatingencasing

cinnati. He's the director of creative the400 -million -year -oldfossilsin servicesforOvermyer Communi- lucite and passing them out as wsco- cations Corp., owner of the station. TVpaperweights. "Justthink," he A schoolteacher we know p Mr. Bechtel, absent-mindedly kick- said, "they're the oldest things in along a note she received from ing the fresh dirt around, came upon the world associated with a station." mother of one of her pupils the o someancientmarinefossils.He (Never mind mentioning some of week. It went like this: gathered them up and dashed to the those Late, Late Show films.) Dear Miss Smith, geology department of the Univer- I need your help. To call the sity of Cincinnati. The new man, Philip H. Dougherty, tention to my daughter Yolanda, There, so a press release would who's turning out the daily advertis- cause she comes home from sc and puts on the television set. ADVERTISEMENT not want to read at home. the same thing when she wakes Since the teacher and parent working together,Iwant yo scold her.

A line we liked from Tv Ke syndicated"preview"service tells viewers about some of the ning's more interesting progra 10-11 ABCStage 67, The terville Ghost. This original mu, ... is every bit as good asStage lastoriginalmusical,Olynt 7-0000.

At a luncheon in New York, president Vince Wasilewski repo that CBS -TV had asked its demo computer some extraneous questio Here is the picture worth a hundredsomething about it." The nightly car- thousand words. It could appear, oftoons of John Chase are just one ele- in an effortto amortize the com course,in almost any city.' Whenment being used by WDSU-TV toputer cost. WDSU-TV viewers saw it-in full col-remind the entire community of its One question: "What shall wea or, with limited animation-they werenew responsibilities and new poten-with the Yankees?" quick to say, "Let's get going and do tials for a great future. Thecomputer'sreply : \ ler WDSU -TVNew Orleans Yankeeswithotheracquisition NBC BLAIR TV Creative Playthings."

.70 Television Age, November 21. 1 Tilt cuArir III-IAT CAVE I3IL)II-1 IC AN AVE

e early days of television, most music was truly incidental. taste...(2- Most of the music created for television is licensed ly assembled, it was intended to be unobtrusive ..17 Today, through BMI. The themes and/or scores for 40 series produced for reation of music for television is an art. The makers of tele- this season's prime -time viewing are written by BMI affiliated com- 1 programs have learned that music is as much a part of posers. And the music of BMI composers also is used regularly on dy as funny lines, as moving or exciting in drama as visual 21 other prime -time programs.f7 What began as a craft is now a C n, as important to romance as a close-up embrace. Original recognized art that transcends the television screen to become a 1twhichis so thoughtfully integrated into virtually every major factor in the music of our time. of television, is the product of men of talent, skill and ALL THE WORLDS OF MUSIC BMI FOR ALL OF TODAY'S AUDIENCE BROADCAST MUSIC, INC I lip

- -C arIP ca -I co 0 II 1:1 -1

co -4 z A. 02

Woodshedding takes the sass out of youngsters

...puts it in a new product

WOODshedding means testing your product in one of the country's ten most -used test areas before spending a lot of money nationally. The WOOD - shed is Greater Grand Rapids, so close to the U. S. averages that it makes an ideal place to shake doWn a promotion, product or marketing program. In the WOODshed market, you'll want to use the preferred stations. WOOD - We301-3 TV is 2 to 1 over the No. 2 and No. 3 stations combined. WOOD Radio equals Grand Rapids, Michigan TV all other stations combined.* Wail at your Katz man. He's the expert on The Showcase Stations of Weslafi National Sales Representatives: WOODshedding. ,Northwood Institute Preference Study(June, 1966) The Katz Agency. Inc.