Modern Selling

WHY `TOP 100' )N MARK ET LISTS M ARE DEAD 27

Latest data on THE WEEKLY MAGAZINE RADIO /TV ADVERTISERS USE nets' fall skeds, new shows p. 32

15 APRIL 1963 -40c a copy ' $8 a year

MODEL OF BELL SYSTEM EXHIBIT BUILDING FOR THE 1964.1965 NEW YORK WORLD'S FAIR. AT LEFT.TV SIGNAL TOWER WHICH WILL BE USED FOR ALL TELECASTS FROM THE FAIR,

Today, more than ever, successful advertisers use SPOT TV Spot TV's timing and selectivity for maximum sales efficiency. These quality stations offer the best of Spot Television in their markets. MODERN SELLING KOB -TV Albuquerque WVUE New Orleans :N MODERN AMERICA WSB -TV Atlanta WTAR.TV.Norfolk-Newport News KERO-TV Bakersfield KWTV Oklahoma City WBAL -TV Baltimore KMTV Omaha TELEVISION DIVISION WGR -TV Buffalo KPTV Portland, Ore. WGN -TV Chicago WJAR -TV Providence WFAA -TV Dallas WTVD Raleigh- Durham KDAL -TV .... Duluth- Superior WROC -TV Rochester WNEM -TV Flint.Bay City KC RA -TV Sacramento KPRC -TV ...... Houston KUTV Salt Lake City WDAF -TV Kansas City WOAI -TV San Antonio KARK -TV Little Rock KFMB -TV San Diego REPRESENTATIVE THE ORIGINAL STATION KCOP Los Angeles WNEPTV.Scranton- Wilkes Barre WISN -TV Milwaukee KREM -TV Spokane NEW YORK CHICAGO ATLANTA BOSTON DALLAS KSTPTV .. MinneapolisSt. Paul WTHI -TV Terre Haute ETROIT LOS ANGELES SAN FRANCISCO ST LOUIS WSM -TV Nashville KVOO.TV Tulsa THE EMBLEM SEEN MOST

ON NORTHWEST TV SETS!

INTEGRITY RESPONSIBILITY RELIABILITY *ACCEPTANCE

*WCCO Television has led in 3 average quarter -hour total area homes in virtually every Nielsen Report (58 out of 60), covering the 71/2 years that Nielsen has measured the market.

THE DIFFERENCE BETWEEN GOOD AND GREAT IN MINNEAPOLIS O ST. PAUL TELEVISION"

Sold Nationally by Peters, Griffin, Woodward, Inc. SECRETS TOLD

KRNT Radio has the largest audience in Des 4. We feature service to the community. Moines and has had for a long, long time. Last year we broadcast some 20,450 an- The audience is predominantly adult. Cen- nouncements for eleemosynary organiza- tral Surveys study confirms that KRNT is tions and 600 program hours. We spent the most believeable station here. Here's countless hours meeting with committees, the way all this comes about: writing their copy, counseling them. We touch lots of lives this way. We're kind and gentle people in this area of operation. 1. We feature one of the great news outfits in the nation. Every newscast on KRNT outrates its competition by a country mile. 5. We publicize and advertise our activities, We're rough, tough operators in the area of our people, our aims and aspirations. In news. We have more reporters than some this area we make no little plans and we i stations have total personnel! This is one carry through what we start. People here- of the great news stations in the nation. abouts know everything about all we do.

2. We feature highly publicized, highly We honestly believe that it is a great oppor- trained, highly accepted personalities. We tunity to be able to advertise a good product have the advantage that all our people are on this station. We've been in business long seen on our television station; radio listen- enough (28 years) for any test of fire. We ers really "know" the person that goes with know now without doubt that advertisers the voice. This INTER -MEDIA MOTIVATION don't test us ... we test them. We test their FACTOR is tremendously important to the product appeal, the copy they use, their effectiveness of advertising. There are more prices, their merchandising setup. widely known personalities on KRNT than on all other local radio stations combined. With listeners, clients, and rating men, If you have a good product, good copy, we're the station with the most popular, honest dealings, and fair prices, you can get professional and persuasive personalities rich advertising on this great station. ... again and again and again.

3. We feature music with melody. Old ones, new ones, golden records (million

sellers), albums, pops, classical . . . all chosen with great care by a man who cares, programmed with care by people who care KRNT ... introduced with understanding by people who care. In the area of music we've got a "Total Radio" in Des Moines song in our heart. REPRESENTED BY THE KATZ AGENCY

SPONSOR/15 APRIL 1963 :3 a whopping 15 APRIL 1963 ó9% "SPONSOR Vol. 17 No. 15 Sponsor -Week / Newa p. 11 increase in

Top of the News pp. 11, 12, 14 I Advertisers p. 56 1 Agencies p. 56 / Stations p. 63 / Syndications p. 65 / Representatives p. 68 / Net- three years works p. 61

1C'TV1 "s total homes reached from 6 Sponsor -Scope Behind the news p. 19 P.M. to 10 P.M. has increased steadily / each sear as shown in the following figures taken from the year -end ARIA Data Digest State -o)-mind effect on sales P. 22 Reports. /

Key Stories 25,500 in 1962 ANY MARKET'S AS BIG AS YOU THINK / Market ranking% are dead. Advertisers and agencies use I1CK list for each campaign. :is "top 11111" 20,000 in 1961 concept yields to sophisticated research. P. 27 TV /RADIO BOOM LOCAL FIRM TO NATIONWIDE DISTRIBUTION Golcicii Grain spends S3.5 million for advertising-75",. 1tl it in u. 11,800 in 1960 Firer currently sponsors 17 net program,. P. 30

FALL NETWORK SCHEDULES PRECEDED BY EARLY SPRING / 1963- 15,100 in 1959 191íI prime time schedules rural fewest. changes on CBS. most on ABC: programs locked up earlier than most seasons. P. 32 WT\'Y operates on Channel 4 at full ADVERTISERS LINGER ON THE AIR AFTER STRIKES t Many adver- power from Alabama's tallest tower. tisers in Ncw York and Cleveland bend radio /tt filled the newspaper 1549 feet above sea level. gap; some plan to increase broadcast spendings. P. 39 WTVY serves nearly 200,000 homes 'EVOLUTION' IS KEY TO RADIO FORMAT CHANGES / WINS. N. Y.. in three states with the best CBS, AB(. bolds a(ltcitiscrs, and audiences, during period of adjustment under Westinghouse ownership. Special pictorial report. and local programming. P. 42

Spot -Scope ' Developments in tv /radio spot p. 70 add up the

Timebuyer's Corner / Inside the agencies p. 46 facts about

Washington Week / FCC, FTC, ared Congress p. 51

WTVY Departments Publisher's Letter p. 6 ! Commercial Critique p. 48 / Radio /Tv Newsmakers p. 65 1 Seller's

Viewpoint p. 69 / 555 Fifth p. 8 í 4 -Week DOTHAN, ALA. Calendar p. 8 then call: SPONSOR ® Combined with TV ® U.B. Radio ®. U.O. FM e Executive, Editorial, Circulation. ''te ldvertlelni Offices: 555 Fifth Ave.. New York 1T. 212 51Urray 11111 7 -8080. Midwest Office: 612 l.. .Michigan Ava., ("lago 11. 312- 664 -1166. Southern Office: 3817 Eighth Ave. So.. Birmingham 5. THE MEEKER CO. National Reps, SOUTH AHI") 205- 322 -6528. Western Office: 601 California Ave., an Francisco 415 YU 1-8913. Ins Apish,. ABC EASTERN REPRESENTATIVES, Southern Rep: : phone 213 -464 -8089. Printing Office: 3110 Elm Ave.. Baltimore 11, Md. Subscriptions: U. S. 28 s ets, veer, Canula 29 a year. Other countries fil a )ear. Single copies 40c. Printed U.S.A. Published or F. E. BUSBY at 205 SY 2 -3195. weekly. Second alun postage paid at Baltimore. lid. © 1963 SPONSOR Publications I,..

4 SPONSOR /15 APRIL 1963 MI! 4111"""rw ru" val i f

CLEVELAND Well rounded ... good ,'udgement ... ` "'orth while... That's Channel 8 programming with "Buy Appeal"

LOS ANGELES PHILADELPHIA CLEVELAND MIAMI TOLEDO DETROIT %) A( : R.1' Ill RG U'! /l' ll'GRS ll'SP,) /17RÁ' / /J¿) SI T//`! E \ RRIIIfWI.Si/. \G n(urlx). NEW YORK MILWAUKEE CLEVELAND ATLANTA TOLEDO DETROIT l/7ux /l'ITI-T/ N'!IY.TY N'AGA.TY N'SPD -Tl' NYRA- -TI

SPONSOR '15 APRII. 1963 5 i Let's be quick, careful, 4 publisher's view of ,ignificant happenings in and united Broadcast advertising

The team of Richardson and Sparger, which investigates for the Harris subcommittee, is doing a devastating job on the rating systems. As the hearings move toward their conclusion. with its fresh evidences of carelessness, inadequacies and worse in the practices of some of the rating firms, I have the nagging notion of anti- climax. "Though Subcommittee legislative recommendations and possible FTC action may follow, the verdict is already in. "There \yill be big changes in rating standards. methods. and maybe systems. F Back in the (lays 'lien We editorialized against the untenable rating situation (we called it "rating madness") lye didn't waste words on new standards or systems. "I'he possibility looked too remote. We simply asked broadcast buyers to consider other factors in addition to ratings. Now comes the time \'hen dazed ad agency executives, \'ith millions in tv and radio billings on the line, \yonder Inhere they Gii si can look to verify their buys. And competitors of the air Inedia, quick to seize an advantage, are hoping to snatch away broadcast If this medal is ever issued, it will before the go to WHLI to take its place among billing (lust settles. the hundreds of awards and citations Unless we're quick, careful, and united they will. given to WHLI over the years. WHLI believes its responsibility One of the key dangers is the unpreparedness of the broad- is active participation in the affairs cast industry to adopt a new plan. Another is the possibility that of the area it serves. WHLI assumes segments of the industry \rill adopt separate plans and create broadcasts its stand on local - and - separate standards and new confusions. and other controversial issues. Nor does WHLI's responsibility to Fortunately, the NAB last year endorsed Governor Collins' its Nassau- Suffolk area end with ed- recommendation for a strong research department and under itorials. WHLI runs 19 regularly the dedicated chairmanship of lion McGannon put it into opera- scheduled 14 and 1/ hour Public Service Programs every week! tion. It couldn't have been better timed. tinder this research Sure we get citations, plaques and l'Oof all segments of the industry must unite in prompt and un- medals because WHLI has earned selfish discussion. We ask that this arm of the NAB, under the its reputation as "the Voice of Long direction of Mel Goldberg, assume leadership in positive plan- Island." ning and fight to prevent the splinter efforts that have constantly plagued our industry. 10,000 WATTS AM 1100 Today is the right time to begin. We owe it to the men who FM 98 3 foot the broadcast advertising hills as \yell as to ourselves. t[llelVtw(ce of M I M I f 1 I O LONG ,M o ;Aland "

PAUL GODOFSKY, Pres. Gen. Mgr, JOSEPH A. LENN, Exec. Vice-Pres. Sales

REPRESENTED by GilPerna

6 SPONSOR/I5 APRIL 1963 BUT... WKZO -TV Pulls The Most Viewers WKZO -TV MARKET COVERAGE AREA NCS '61 in Greater Western Michigan! If you're looking for the bulging-est broadcast biceps in Michigan outside Detroit, \VKZO -TV is for you! The power of this muscular medium comes through on every page of the November '62 NSI. It credits WKZO -TV with an average of 30% more homes than Station "B ", 6:30 p.m.-10 p.m., Sunday through Saturday! And the latest ARB (Nov. '62) measures an equally robust performance. Example: 9:00 a.m. -noon, weekdays, WKZO -TV averages 56% more homes than Station "B ". See Avery - Knodel about this hairy- chested powerhouse! And if you want all the rest of upstate .Michigan worth having, add II'iVTVI¡VIVUP -T V, Cadillac -Sault i Ste. Marie, to your II'KZO -TV schedule. *:1 cubit toot of osmium weighs 1,403 pounds.

dim get, Ratiorav RADIO WKZO KALAMAZOO- BATTLE CREEK MEP GRAND RAPIDS WJEF -FM GRAND RAPIDS -KALAMAZOO WWTY -FM CADILLAC WKZO -TV WATTS CHANNEL 1 1000' TOWER TELEVISION 100,000 WKZOTV GRAND RAPIDS -KALAMAZOO Studios in Both Kalamazoo and Grand Rapids WATT/ CADILLACTRAVERSE CITY For Greater Western Michigan WWUP -TV SAULT STE. MARIE KOLN -TV/ LINCOLN, NEBRASKA Avert- Knodel, Inc., Exclusive National Representatives KCIN -TV GRAND ISLAND, NEB.

SPONSOR/15 APRIL 1963

s merit of this non -profit program except the public. Letters to The six Stori stations, in the the Edlto' '555 / FIFTHI distinguished company of a number of America's radio chains and manly additional independent broadcasters, have been pleased to pledge a CALLING ALL BROAOCASIERS An Open Letter To The Broadcast- generous portion of air time to the l nclotlbtedl you are of the ers Of AImerica very wort lttit11ile promotion of l Kited Nation's albums ".111 Star Dear Fellow Broadcasters: United Nation's outstanding al- 1 'tiyal" and cooperation of the Sehlonl hale broadcasters had the bum. But, mr)re broadcasters are literally hundreds of individuals opportunity to serve in the "inter- needed! who have made it possible. national public interest!" Now, op- Radio and television promotion When the albums was first brought portunity has knocked in the form kits are available for the asking. to 111y attention, and I was fully of the United Nation's album "All Please direct your request to: informed of its humanitarian as- Star Festival," especially created to l`. S. Committee for Refugees pects and assured of its non- profit aid the world's refugees. 20 West -10th Street motives, I instantly pledged a mini- Never have the various groups New fork 18, New York. mum of 550.0(1(1 of Story Broadcast- t onlprising our industry cooperated 'Hide refugees of the world will ing air time to promote the album. to such an extent! World- renowed thank you. I also suggested to Morris Diamond artists have (onnributed their tal- Graham Richards, of Mercury Records that he solicit Vice President, Director of Programing, ents; recording companies, distrib- pledges from other broadcasters. Storz Broadcasting Co., Miami While the program has met with utors and retailers have volunteered some success, it is their services: the NAB and FCC indeed modest, SPONSOR'S VITALITY GROWS and a great deal of additional have endorsed the album and its Congratulations. Now seoxsoK's broadcaster cooperation is neces- purpose: trade papers have devoted vitality is growing week by week. saty'. much space to alerting the broad - The addition of the publisher edi- I hope you will feel as I do that casting, recording and allied indus- torial is extreme!) important and the enclosed merits inclusion in tries to the humanitarian purpose your publication. of "All Star Festival." In short, in general the magazine is now greatly improved. Thanks for your consideration. everyone has been informed of the Your gesture, incidentally, in mentioning Arthur Simon and I ?srdio -Tv Daily (I I March) Nvill be particularly well received. It is cer- 'CALENDAR tainly time that the trade papers recognise that they have established) APRIL MAY compel hors. colt - International Radio & Television Society Illinois Broadcasters Assn. spring Miles Oavid, announces six production workshops ention, Springfield. ill., (1.3). Administrative V.P., Radio Advertising dealing with "Problems of Interna- American Woman in Radio and Television Bureau, New York tional Television Commercials" to be twelfth annual convention, Sheraton held on successive Tuesdays at 5:30 Hotel, Philadelphia (2-5). p.m. in the Johnny Victor theatre, Montana Broadcasters Assn., annual con- FRANKS FOR TOTS STORY PLEASING New York starting (16) . vention, Borcman, Mont.. (8-10). We are delighted with article on Marketing Assn., one -dal. con- American Advertising Federation of America 9111 'Child-Mild' Weenie in your 18 ference on new products, Hotel Plaza. district convention, Schimmel Indian New (17). March SPONSOR. Please send us 12 York. Hills Inn, Omaha, Neb.. (lt). I I) : 2nd convention. tun at Buck complete copies (and bill us) . Assn. of National Advertisers, inter- district IIili national advertising workshop, Hotel Falls, Pa., (10-12). Thank you. I'la,a. New York, (18) . Academy of Television Arts and Sciences, Edward W. Quinn, Chicago chapter, Eunnv awards for President, Quinn & Johnson Advertising, Delta Sigma Greater New York Alpha excellence, Pick -Congress !tote!. Boston Alumni Association fiftieth anniver- Chicago. (13) . sary convention, Roosevelt Hotel, National Assn. of Educational Broadcast- New York (19 -21) . MORE F000 BROKER KUDOS ers, national conference on instruc- Scciety of Motion Picture and Television tional broadcasting at University of Your key story ill the 25 February equip- Engineers, 93rd convention and Illinois, trbana. 111., (13 -15) . issue "The Food Broker -Grass

Travmore, . %tlan- ment exhibit. The Ohio Assn. of Broadcasters spring con- Roots Influential" was excellent. iic City, N. J. (21-26). vention, French lick Sheraton, (16, Could) you possibly send us 50 Advertising Federation of America, tth 17) . reprints of the stony? Please bill the llo- district convention, (.hem l'Ia)a Pennsylvania Assn. of Broadcasters con- station. We would like to have Ic I, Orlando. Fla., (21-28). vention, t'uiversity !'ark, Pa., (19 -21). them as soon as possible. and Marketing Executives- Interna- Pennsylvania Associated Press Broadcast- Sales Thank you very kindly. ers annual meeting, Pittsburgh, (25- tional, annual convention, Philadel- Oavil O. Schwartz. 26) . phia, (19-22). Mgeleserchandising Manager, KCOP, Los An- i

SPONSOR/15 APRIt. 1963 8 y1 Following the international success of the Peabody Award winning series "An Age of Kings ", BBCtv is proud to present Shakespeare's Roman trilogy in a new nine -part serial form. Each play tells of a great personal tragedy woven into the violent tapestry of Rome's history. Each play underlines the concept of Rome as an ideal, greater than any individual -an ideal symbolized tfly by the Roman Eagle, aloof, golden, cruel. Produced and directed by Peter Dews who created "An Age of Kings ", "The Spread of the THE SPREAD Eagle" features a cast of hundreds with a distinguished company including Robert Hardy, OF David William, Keith Michell, Mary Morris, Beatrix Lehmann, Barry Jones, Peter Cushing, T H E E A G L E Roland Culver, Paul Eddington. Produced by BBCtv in one -hour episodes, "The Spread of the Eagle" will be transmitted first in Britain Three Roman Plays by Wi/ltam Shakespeare this year. CORIOLANUS - JULIUS CAESAR You are invited to contact your BBC represen- ANTONY and CLEOPATRA tative for further information on the series. Created for television in a new nine -part production by BBCtv f1/ THE BRITISH BROADCASTING CORPORATION TELEVISION CENTRE, LONDON, W.12.630 FIFTH AVENUE, NEW YORK 20, N.Y. NATIONAL BUILDING, 250 PITT STREET, SYDNEY. VICTORIA BUILDING, 140 WELLING- TON STREET, OTTAWA 4.354 JARVIS STREET, TORONTO 5. RIO BAMBA 429, BUENOS AIRES. P.O. BOX 3609, BEIRUT. P.O. BOX 109, I.E.N.S. BUILDINGS, NEW DELHI. THOMSON ROAD STUDIOS, P.O. BOX 434, SINGAPORE.

SPONSOR/15 APRIL 1963 MULTI -CITY TV MARKET Only single medium assuring full sales .M,II,Aml011 power in the entire region ... a multi -city - - 411151 0.,01 I.eerlSYIG- market including the metropolitan areas of ÿ1w11111;SC /-11N!lOION Lancaster, Harrisburg, York, and many other INreuN-. OAOf r NOCIMAw.tC. communities. And, area -wide, the Channel 8 ./1"°*%'47; sc.. ,1, clel ' viewing audience is unequaled by all other . fi,. 1 CYC.1 stations combined. This is full sales power. READING UUNO1;, Use it to build sales and increase profits. " `' HARRISBURG CA \C í0 SNI LANCASTER , YORK elm ...... ^^ COAtUNW1 GEMS ( -'" 0 I__Mill, WATNI/OOCO -1 NC1lIlWN eAN 1$i,Iiìt IC,. w11riNSnO . Cf,fv iO1 \ CC ICIOIC.CC:. 151F EPSOM Channel 8 .. . , 1J0004., Lancaster, Pa. ..., totb 316,000 WATTS STEINMAN STATION Clair McCollough, Pres.

Representative: The MEEKER Company, Inc.. New York Chicago Los Angeles San Francisco

10 SPONSOR /15 APRIL 1963 Top of the news in tv /radio advertising -FoONSOR -WEEK 15 APRIL 1963

TAFT BIDS FOR TRANSCONTINENT $37.4 MILLION

The stage was set Said Taft: "The negotiations to be entered last week for the into between Taft and Transcontinent till record station include a determination of which stations transfer of all gill ultimately be retained by Taft. time, in terms of dollars. Taft Transcontinent stockholders: As Bcstg., through its they're listed by the SEC registration, president Hulbert major Transcontinent stockholders are: Taft. Jr., an- Paul A. Schoellkopf, Jr.. and J. Fred nounced it had Schoellkopf, I\', of Niagara Share Corp.; entered into ne- David G. Forman, Transcontinent chair- TAFT gotiations to buy man of the administrative and finance com- Transcontinent stock at S21.20 per share mittee; George F. Goodyear, Buffalo So- in cash. Transcontinent. with 1,765.012 ciety of Natural Sciences: Seymour H. shares at I962's year end. would bring a Knox of Dominick R Dominick, General price of $37.4 million. Railway Signal Co.; Jack \Wrather and Ed- ward Petry C Co. Cleveland radio station: In addition SEC requirements: Announcement to S21.20 per share. Transcontinent stock- of negotiations was made because of SEC holders would keep their interest in requirements for disclosure of such trans- \WDOK, Cleveland, valued at 80 cents per actions, since Taft is listed on the New Transcontinent share. FCC rules require York Stock Exchange. Transcontinent has owner to hold station for three years been traded over the counter. before selling. Transcontinent bought \WDOK in May 1962, barring sale before Station sales: A number of individual 965. station sales over the years have brought large sums of money, but none ever ap- Nine tv stations: Taft owns and op- proached the $37.4 million scheduled to be erates radio and uhf tv stations \WKRC. paid for Transcontinent. Perhaps only Cincinnati; \WT\'N, Columbus. O.: and real precedent in terms of size was merger \WBRC, Biimingltani, plus uhf in Lexing- of American Broadcasting and United ton, Kr.. \1'KYT. Transcontinent radio Paramount Theatres in 1953, which in- and vhf tv stations include \VGR, Buffalo; volved network, plus owned and operated WRAF. Kansas City; and KFMIB, San I)i- radio and tv stations in major cities. ego; a vhf station. KERO -TV. Bakersfield.

switches to uhf 1 July; \WNEP a -TV. uhf 4A's moves: Headquarters of the 4A's in Scranton -Wilkes- plus sta- Barre; radio Opens in the new Pan American building tion \1'DOK. at 200 Park Avenue, starting today. New telephone number: 972- 7200. Multiple ownership problem: As FCC rules allow one company to own but Popsicle back in net tv: Joe Lowe seven tv stations. with a limit of five vhf returns to network tv after six year absence stations, two stations would have to go. to sponsor ABC TV's Discovery '63 for

SPONSOR -WEEK continues on page 12

SPONSOR/15 APRIL 1963 11 Top of the news in tv'radio advertising SPONSOR -WEEK (continued)

"l'upsic le" starting 17 May. (:ardnct is ices operation, Arthur Butdgc in charge agency. Lowe used spot tx in 1962, spend- of creative sales pronunion. Combination ing S260,440, Tvß-Rorabaugh gross tinw is said to be because of increased demands figures show. for consumer promotion, introduction of new products by clients and need to meet S. C. Johnson marketing: Samuel ever increasing changes in overall market- (:. Johnson is new executive vice president ing pictures.

of S. C. Johnson. effective 1 ,July, in charge of marketing and international operations. Another radio boom: Radio has "new Divisions reporting to Johnson are: house- legs." and if tv makes for "togetherness," hold products, service products, chemical radio enables "everywhereness," as is borne and international, plus new products and out by the fact that some 30 million radio public relations. Now in London, he'll receivers were produced last year. includ- return to Racine. ing over 19 million in the U. S. plus Far East transistor imports. "I'his is but soute New FC &B exec. veeps: Foote, Cone of the ammunition the 1,977 NAB radio ,\ Belding has created three executive vice members are beginning to receive in prep- presidencies. William E. Chambers. Jr., aration for National Radio NIontlt to be general manager of the New York office. Richard W. Tully, in charge of western operations, and Charles S. Winston, Jr., Chicago general manager, tì11 the spots. Ail are in their 40s. FCRB calls move a step toward agency's program of shifting management responsibility to younger men.

World War I tapped: CBS News is going back to the turn of the century for a new tv series slated for 1964 -65, titled The Great II'ar. To most likely be a half -hour skein, it will be presented either within the framework of the current 20th Century series or given its own berth. This opens marked during slay in all 50 .states, the up another "image -building" prestige opus District of Columbia, and Puerto Rico. expected to attract advertisers seeking an 'l'hemed On "Radio ... the Mobile Medi- uplift, rather than a sales vehicle. um," a kit is being sent by NAB to the stations, containing local material to tie in Y &R's new blend: 1'fiR has combined members with the national observance merchandising and sales promotion depart- from a grass roots aspect. ments into a new department called marketing and promotion services department. Highest Storer earnings: First -quar- headed by Hadley Atlass, presently direc- ter earnings for Storer Broadcasting, ex- tor of the merchandising department. Peter cluding non -recurring capital gains, to- Callery will be manager of marketing sen'- taled a record SI.627,21g (67c per share).

SPONSOR -WEEK continues on page 14

12 SPONSOR 15 r'kIl I963 PROUDLY CONGRATULATES MAURICE JARRE'

WINNER OF

THE ACADEMY AWARD FOR THE

BEST MUSICAL SCORE OF 1961

COMPOSED FOR "LAWRENCE OF ARABIA"

AND SALUTES THE PUBLISHER GOWER MUSIC, INC. BMI

Member of Société des Auteurs. Compositeurs et Editeurs de Mu',que

licensed for performance through BROADCAST MUSIC, INC. 589 FIFTH AVENUE NEW YORK 17, NEW YORK CHICAGO, LOS ANGELES, NASHVILLE, TORONTO, MONTREAL

SPONSOR/15 APRII I!IIi;S Top of the news in tviradio advertising 'SPONSOR -WEEK (continued)

against SI.238,627 (51c) in the saille peri- RAB renews NAB invitation: RAR od last year. Stockholders have, mean- last \vcck again invited NAB to join in time, approved the purchase for $12,531. - projects to improve radio research, first 150 cash by the company of (39,700 Class announced at NAB convention. "We R Common shares from chairman George would welcome NAB's financial support B. Storer at $28.5( each. The purchase will for pilot study we plan to conduct," said be financed by a $15- million bank loan, RAB President Edmund Bunker. RAB with an existing bank loan of $5 million also said it was gening ready to discuss to be repaid from the principal. new radio research project with ARS on 22 April. NAB, itself, meanwhile was Rating hearings end: louse rating working toward improved research with cotttmittee under Westinghouse's Donald hearings under chairmanship of Rep. Oren NIcGannon. NAB group met last week Ilai-ris nitre to an end in Washington last and is proceeding toward definite action. week with a \v:n'ning from Harris to broadcasters, advertisers and rating services to Negroes held back: Although the net- improve or face government action. Near- works might be willing to have a Negro ly six weeks of testimony was climaxed by performer star or appear regularly in a repeat appearance of James ARM W. weekly series, the advertising agencies, rep- Seiler who talked about lawsuit brought resenting the sponsors, are neither reads against ARB by Nielsen for infringement nor willing, according to a report on "Em- of meter patent rights. Seiler said settle- ployment and Image of Minority Groups ment with Nielsen which called for ARB on Tv" prepared by the State Commission to pay Nielsen percentage of gross revenue. for Human Rights. However, commission didn't help ARB. chairman George H. Fowler adds that the five-month, in -depth survey of tv program- Cowles joins Triangle: Because of ing and casting practices has shown an im- "uncooperative attitude and facts disclosed provement in the employmentent of Negro by the recent testimony before the Con- performers, and "the fear of sponsors that gressional subcommittee, we believe that southern tv viewers night take reprisals you have not fulfilled the conditions of against their products when a Negro per- your contracts with us and have, in fact, former \vas employed lias little basis." breached such contracts.'' So advised Cowles Magazines and Broadcasting as it Computer use growing: Of 72 agen- chopped Nielsen last week in the wake of cies responding to a survey by Pennsylvania the hearings. Cowles' Look and Family U.'s Wharton School, 29 reported computer Circle, have been Nielsen Media Service usage of some type, four said they will subscribers, \chile its KRNT-TV has definitely use computer time this year, and bought Nielsen Station Index. Action by one will definitely begin in 1964. All are Cowles follows on heels of dropping of ill the over -$10 million annual billings Nielsen by Triangle Stations. In New York category, and the ones which indicated they tate last week. the Nielsen first angrily \vill begin usage are in the $50 -99.9 mil- called the Cowles move "opportunism.:' lion category. Nine of the respondents and said Cowles was using the Washington said they use computers to aid decision - hearings as "an excuse for breaking their making, 22 use them as research aid. and contract." 15 for accounting and documents.

SPONSOR -WEEK continues on page 62

14 SPONSOR/15 APRIL 1963 Here's a sleeper that keeps 100,000 Detroit adults wide awake!

It's called AFTER HOURS, and that's when about everyone (from Howard Hughes to it's on-1:00-1:30 AM. To keep 100,000 Helen Hayes) and every thing that will men and women awake at that hour each keep his audience interested -and wide Monday through Thursday a show's got to awake. Yes, AFTER HOURS has it! The have something special. AFTER HOURS magic that makes an audience respond has it! The fascination of bright people ... to the entertainment and to the sales talking about other people, places and messages. ABC Television Spot Sales has things. Like José Jimenez talking about the whole story. Call them. (But not before Bill Dana. Or host Ed Mackenzie chatting 9 AM, please.)

WXYZ -TV DETROIT

An ABC Owned Television Station

'p SPONSOR/15 AYRII. 1963 15 CORINTHIAN viewpoints on broadcasting as expressed in a series of recent advertisements.

LICENSE... "Spectrum users have to be licensed for one obvious reason; two people in the same area cannot, without interference, use the same frequency at the same time ... Does this also mean program supervision by the licensing authority? At CORINTHIAN we believe that the public interest is best served by permitting broadcasters competitively to respond to the PUBLIC'S choice."

RATINGS... "Maligned, misunderstood, misused, and perhaps occasionally mistaken, ratings are here to stay .. . Where the customer does not pay directly for the product, ratings afford the only practical way to find out what he wants ... Responsible broadcasters will always want an accurate measure of audience response as one more factor in developing a varied and free program service."

SELF -REGULATION ... "Like people, organizations need

self -discipline. Individual standards differ. Cooperatively - set standards are 'convenient and necessary' to insure acceptable performance and to preserve the integrity of the whole. In broadcasting this is achieved by The Radio and Television Codes."

COMMERCIALS... "Advertising is public persuasion -an effort to get someone to do something -an extension of the face -to -face persuasion that is as old as Eve seeking Adam. In a complex society advertising is an indispensable substitute for this personal salesmanship. It helps create mass demand and in turn mass production, mass employment and a high standard of living."

PROFIT... "THE PURPOSE OF THE COMPETITIVE PROFIT SYSTEM IS NOT TO ENRICH THE FEW, BUT TO RESPONSIVELY SERVE THE MANY. Those who serve best profit most ... At the heart of the profit system is a simple idea; most needs are best met by letting the people THEMSELVES make their own decisions ... the free choice of those who use and the competitive response of those who produce."

..."Faith in the discriminatir od

FREE... premise of the First Amendme d AS IN premise applies to both balls tutions of freedom do not endu, c4

FREEDOM endure because they are free R pod sense of the people is the OKHOU -TV HOUSTON KOTV Id of democracy itself. The O TULSA KXTV O SACRAMENTO !ex WANE -TV and television set. The insti- O FORT WAYNE WISH -TV O INDIANAPOLIS cause they are perfect. They WANE -AM FORT WAYNE WISH -AM REPRESENTED BY H.R INDIANAPOLIS EUE CORINTHIAN STATIONS RESPONSIBILITY IN BROADCASTING f

People tryit and they

like it

Result : KPRC -TV is first in sales in Houston. Next time you're thirsty for sales try the one fine. TV station sold everywhere at popular prices. Just say . . . "HEY PETRY, KPRC -TV."

ALSO BREWERS OF KPRC -TV, CHANNEL 2, HOUSTON KPRC Represented Nationally by Edward Petry & Co.

COURTESY OF THE CARLING BREWING COMPANY

18 SPONSOR /15 APRIL 1963 Interpretation and commentary on most significant tv /radio 'SPONSOR -SCOPE and marketing news of the week 15 APRIL 1963 / cx.rrit*t 1963

A broadcaster might do well to have located his 50 -kw radio or vhf-tv trans- mitter in White Plains, N. Y. He could virtually provide advertisers with a one - station saturation campaign. The U. S. Department of Commerce says White Plains is the maximum concentration point for population in the United States. Government based its analysis on a 50 -mile radius around each of 686 pópulation points in the United States and found 15,954,817 living within White Plains area in 1960. Manhattan, where tv towers are located, ranks 30th with "only" 15,566,745 people in their 50 mile radius.

Meetings with subscribers to answer any and all probe -provoked questions are being planned by A. C. Nielsen. Nielsen knows clients have questions to ask following Harris rating quiz and will try to provide answers. New York and Chicago are definite on the schedule for meetings though other cities are being considered. The meetings,v understandably, are closed sessions. Buyers often think only of morning traffic time when they want to reach adult male radio audiences. But research from The Katz Agency shows sizeable adult male radio audiences available during certain evening hours with a cpm which compares favorably with morning traffic time. Among examples cited by Katz are: Average Quarter Hour Cost per cpm Mon -Fri Adult Man* 'Announcement adult men KNUZ, Houston Evening 7 -8 pm 8,900 $17.00 $1.91 Morning Traffic 6 -9 am 12,200 $29.00 $2.38 WSPD, Toledo Evening 7 -8 pm 6,800 $19.00 $2.79 Morning Traffic 6 -9 am 5,300 $30.00 $5.66 WGBS, Miami Evening 7 -8 pm 6,400 $25.00 $3.91 Morning Traffic 6 -9 am 6,100 $34.00 $5.57 WSAZ, Huntington Evening 7.8 pm 4,735 $10.00 $2.11 Morning Traffic 6 -9 am 4,630 $14.00 $3.02 WFBM, Indianapolis Evening 7 -8 pm 4,200 $7.50 $1.79 Morning Traffic 6 -9 am 5,000 $14.00 $2.80 * Source: Pulse

Two major broadcast advertisers -Bristol -Myers and Avon Products -are moving toward major doorbell- ringing rivalry. Bristol -Myers subsidiary Luzier has been adding to its cosmetic line and strengthening its field staff for a number of years. Door to door "consultants" increased by one third last year. First national advertising assult is now being launched. "McCall's" is currently being used, though some spot tv testing was done in 1962. Home selling cosmetic field has long been dominated meanwhile by Avon (77 years) with Beauty Counsellors the challenger. Added interest came last year when Korvette entered national distribution with its Eve Nelson line. Avon, TvB- Rorabaugh reports show, spent $5 million for spot tv alone in 1962. iSPONSOR/15 APRIL 1963 19 'SPONSOR -SCOPE (Continued)

"Big Brother Is Watching You!" might well be the slogan for at least two of the largest air advertisers in the country; meanwhile, 12 additional agencies have signed deals to monitor tv station advertising. Y &R was first to order daily commercial audit a month ago and now is joined by Beaton & Bowles, Compton, Dancer -Fitzgerald- Sample, Grey, Lennen & Newell, Arthur Mey- erhoff, Morse International, Ogilvy, Street and Finney, and Tatham -Laird. Negotiations for other big name agencies are under way.

Of especial significance: P &G, General Foods, Brown & Williamson and other major accounts are well represented among those signing. Of even greater significance: a number of agencies signing are understood to be

planning to use the off - the -air check as the "affidavit of performance." Station practices, including promised rotations, product protections. and time slotting, will draw scrutiny of agencies buying the service.

Did the prolonged newspaper strike make New Yorkers more entertainment - conscious? Or, are network and local screenings of post- 1948's heightening viewer desires to see movie stars? In any event, WABC -TV, N. Y. pulled an unusualy high rating when it carried the ABC TV Oscarcast last week. In the New York area, an estimated (according to Nielsen) six million homes saw some or all of the show. That's 78% of all viewing homes in the area. Average rating for the Academy Awards on WABC-TV: 55.6 average with 59.2 peak.

Commercial tv stations, and their advertisers, in Denver won't have to worry about whatever inroads pay -tv may make until July. The starting date of an FCC -approved start of pay -tv in Denver has been shifted to early July from early April. McFadden- Teleglobe, which holds the franchise for the test, expects to launch the pay -as- you -watch experiment with some 900 subscribers -more than were rounded up for the start of the pay -tv test in Hartford, Conn.

Ford Motor Co. is proving to have fairly volatile top -echelon lineups, but it isn't likely to affect the motor firm's heavy air schedules. Last week, Ford named its fourth president within a three -year period: Arjay R. Miller, who succeeds John Dykstra, who's retiring. Miller is considered an aggressive merchandiser of autos, a firm believer in mass -media advertising. At 17, Miller is one of the youngest corporate executives of a major auto -making company.

VP'

Viewers watch specific stars and movies on the two NBC TV feature-film shows, and do not merely watch the series out of habit, research figures strongly suggest. A quartet of commercial minutes in both shows, NBC figures, would reach "an unduplicated total of 61% of all U.S. tv homes in a month."

20 SPONSOR /15 APRIL 1963 it I "SPONSOR -SCOPE:{ (Continued)

Since this is nearly three times the size of the rating of the movie shows at any average minute, it's fairly obvious that viewers check listings closely, watch particular movie favorites. NBC, incidentally, claims an average cpm of $2.94 for the movie shows (based on an

average cost -per- minute of $31,500) .

Loss of some nice tv billings (U.S. Steel and GE drama series cancellation; reductions by Armstrong and Du Pont) at BBDO is resulting in staff cutbacks. Word around the agency is that nearly 100 BBDO -ers are getting the ax, and the end is not in sight. Among those exiting is Everett Hart, tv -radio producer, and art director George Olden.

Add to your list of Madison Avenue -isms "Excitement Engineer," for which read marketing consultant. Stanley Arnold, an independent New York consultant on marketing, has coined the self - term in connection with an article he wrote in the current issue of Boston University's "Busi- ness Review." Arnold took a swing at "image" campaigns in tv and radio, stating: "Consumer ads designed primarily to produce `images' are usually wasteful in today's market. What is the sense of spending two years' budget to project an image when in that time you might not be in business." A more effective approach, which threatens to produce an "imminent marketing revolu- tion," according to Arnold, is creation of "consumer excitement." Arnold's conclusion : "Sales promotion can frequently do today what advertising does tomorrow. We are not knocking advertising, but advertising alone no longer does the job."

If any red -headed moppets wearing bright green beanies and yellow sweatshirts get lost at the 1964 -65 World's Fair-have no worries. RCA will have a special Color TV Center at the Fair, featuring working color receivers and see -yourself -in -color setups, as well as extensive promotions for NBC TV color shows. One feature of the RCA center: a closed- circuit tv network to 200 receiving points throughout the Fair, which can be used to televise lost kids to anxious parents.

With rumors of FCC chairman Newton Minow's departure from the Commis- sion gaining ground, networks are axing several Minow- prodded program series designed for children's audiences. There are really two reasons for this: (1) few of the young- viewer shows produced along prestige lines have developed audiences of a size which will attract the practical eye of advertisers, and (2) with prime time largely sold out, networks must move advertisers into daytime and afternoon periods to handle additional business.

ISPONSOR /15 APRIL 1963 21 'SPONSOR -SCOPE (Continued) (Continued) Among the shows being bounced are "Shari Lewis Show" on NBC TV, "Discovery" as a daily show on ABC TV (it'll be seen once weekly in fall, with "Wagon Train" reruns in the daily slots) and "Reading Room" on CBS TV.

11,

Stations are finally becoming resistive to the ever -increasing prices being asked in syndication for choice post -19.18 feature films. A KTTV, Los Angeles source admitted to us that the station had been approached as a potential buyer in the L.A. market for the Paramount post -1948 backlog (Paramount's older films are distributed by MCA) . The price was so high per picture, KTTV said, that "we had to turn the deal down." The station, meanwhile, is getting plenty of national spot business. Since deciding to set up its own rep offices in New York and elsewhere to provide agency buyers with "close personal service," KTTV has gained "anywhere from 50% to 100% more spot business."

Latest barometric indication that New York is making gains as a production center: an upbeat in permits processed by the city for "tv, motion picture and general photography."

The N. Y. Department of Commerce & Industrial Development noted that 178 such permits had been handled during March. The figures, said Commissioner Louis Broido, indicate "a steady increase in video tape and film production in the city." Among New York tv projects: "Naked City," "The Defenders" and a Kraft show by MCA starring John Forsythe.

The computer trend is making for some interesting corporate marriages in the research field. Latest one: Simulmatics Corporation, a leading computer simulation company, and Crea- tive Marketing Analysts, Inc., have merged. The first of these firms specializes in "simulating probable results of future actions" via computers, such as the firm's "Media Mix" studies. CMA specializes in consumer question- naires and retail audits on product sales.

This summer, Salada is taking its first plunge into network tv with an interesting new warm -weather product. It's Salada Ice Tea Mix. Unlike other instant ice teas it contains lemon and sugar; all a user needs is water. Salada will debut the product nationally on 27 May for a 13 -week initial campaign on two personality shows: Johnny Carson's late -night -show on NBC and via Arthur Godfrey on CBS. Test- marketing was done last summer in Tampa.

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C DATA DIGEST

irtSSEf -mind affect sales? ADDRESSES How much does state -of ' cL:r .1 new qualitative research service was unwrapped this month, in P F0-!n the Ai( es of Marketing Evaluations, Nlanhasset, N. V. Executive 44.es-to-dtut 537- /.. .3LG- director Jack Landis (former director, developmental research, J\V''l') et; f- disclosed the six- months -old firm's first service, "Product Q," a sys- -SJi of of 7-441e04, tem continuous measurement consumer reaction to products 74. and advertising. í7l- ìtE's Product Q is based ou the thesis that state of mind is linked ei? 4- --JD-% /-4,- 4 to sales. Jlost professional researe hers consider the state -of-[Hind sales 3ir-rfG.. .-44 link an established fact. \Vhat Product Q will do is measure it. ft -x ' _. The Q (for Qualitative) is determined by dividing the percent .or! tt, %/3-01 s i fl of interviewees who have an opinion about a product into the per- a7t--5,01; a. cent who rate it "one of the best." 3t .t 2," Suppose two brands have the following standings: i-/7AY Atii`t tld . At_ Brand A Brand B 3X-983t14-10141 Have and opinion 84 °,! 13% Apt! >.; ì9d Rated "one of the best" 23 15 Currently Brand A is kuotvu by more people and has more people believing it "one of the hest." The O rating is found by dividing he company she keeps the "best" rating by the "any opinion" score: Brand A Brand B Q rating 27 35 On this basis, says ME, Brand B is potentially stronger. Among consumers who know about it, more rate it at the top of the attitude scale. If it can raise its level of awareness, it will be a formidable competitor in the future. Product Q began the mouth with one charter subscriber, Scott Paper, and last week picked up General :Mills. Cost to advertisers is based on yearly ad budget per product, but minimum fee is $15- 20,000 per product a year. Charter subscribers pay the minimum rate regardless of ad budgets which normally would qualify for higher rate. Co- founder of Marketing Evaluations, with Landis, is Henry Brenner, president, Home Testing Institute.ï vQ.

Irty of the fifty largest U.S. corporations I've a Charlotte address. Not because of I.r beauty. But because Chorlotte is one SHARE -OF -MIND FORECASTS FUTURE MARKET ACTION the largest commercial and distribution vs 2 Years After ADA Announcement enters in the Southeost. There are more .Crest Colgate: aple within a 75 -mile radius of Chorlotte .t')n in a corresponding rodius around Manta, Indianapolis, Kansos City or Min - bThG .nqRE.lf I.tnRllt, rapolis. The largest businesses in Americo c; in Charlotte to reach these people. You can reach them through WBT Radio Chor- I te. For over 40 years, WBT hos had the 1 gest adult audience for the 37- county :sic area...the audience that receives and sands most of the Charlotte orea's S2,612,- 4,000 worth of spending money.' Join ,o îl company that Charlotte keeps- through o WBT RADIO CHARLOTTE tfersonStandard Broadcasting Compony. o 5presented nationally by John Blair & Co. OCT 8E0 Ut OCT FEES. AUG GO rt 82 '80 BI S2 'SOURCE: SURVEY OF BUYING POWER

State -of- mind's link to sales is demonstrated .1E illustrates here the two -year pattern of Crest toothpaste's surpassing of leader Colgate after AAA public announcement of its 1asor for Crest

SPONSOR/15 APRIL 1963 95 Go to New Orleans for Boston Beans?

Of course not! They've got a special the challenge of new competition; to market basis. TvAR's "Television Spot taste for beans in Boston. Successful apply seasonal control or timing; to test Test" enables an advertiser to docu- advertising takes local flavor into ac- a program, a product, a merchandising ment the effectiveness of Spot TV. count. Spot TV avoids the uniformity of idea. Market -by- market is the efficient TvAR's "Brand Comparisons," give "national" advertising. It gives you way to buy TV today. the exact status of over 500 brands in market -by- market emphasis. TvAR, representing a select list of our eight represented markets. Ninety -two of the top one hundred major market TV stations, can show you Spot TV is the flexible advertising advertisers use Spot TV. It's used to how to get more out of your advertis- medium. TvAR is the personalized serv- bolster a softening sales picture; to meet ing dollars by buying on a spot -your ice. Why not take advantage of both?

TvAR TELEVISION ADVERTISING REPRESENTATIVES, INC. ENTIN WBTV CHARLOTTE (JEFFERSON STANDARD BROADCASTING CO.) WTOP TV AND WJXT JACKSONVILLE (POST-NEWSWEEK STATIONS) WBZ-TV BOSTON, WJZ -TV BALTIMORE. KDKA -TV PITTSBURGH, KYW -TV CLEVELAND AND KP/X SAN FRANCISCO (WESTINGHOUSE BROADCASTING COMPANY) TvAR Offices in New York, Chicago, Detroit, San Francisco, Los Angeles and Atlanta SPONSOR 15 APRIL 1963

any market's only as big as you \%).-lit think ..7'7 .ow..+r... .t -7"--V-111.111111 IS - -11.

Especially when the top 100 list has been thrown away. Admen now use better measurements which shatter flat market profile, open new creative opportunities

has dropped an electron - nues, or want to see tv admen from Televisionis bombshell on the nice, stand- top client brass down to junior as- ard market rankings of yesteryear. sistant agency estimators turn a deli- Many markets which were previous- cate shade of purple, just talk about ly excluded from consideration by top 100 tv market rankings. national advertisers are now includ- Seldom has there been a topic on ed in media planning, all because of which there is so much apparent con- changes in marketing caused by tv. fusion, both emotional and mathe- But, if you want to start an argu- matical, as there is in the realm of ment on Madison or Michigan Ave- market -size research. In the eyes of

SPONSOR/15 APRIL 1963 2 many station relis and broadcasters, by site of metro area has kicked a real hole in this meth- the r:uiking of tv markets by agen- by tv market coverage od. The beyond -metro -area reach cies often seems irrational, or at by "average quarter- hour" or of tv has often resulted in the cotn- best, mil athoniablc. "sets-in-use." bining of several metro areas into Market ranking is a highly im- Of these, the first has a historical one television market such as New portant aspect of spot tv, and one edge. Mien media discussions con- York- Newark- Jersey City; Hartford - of the haiiest areas in the complex cern newspapers - the bulk of New Haven, etc. methodology of timebuying. With- whose circulation is in metropoli- Even where the outside area cov- in agency walls, there are usually tan areas -the concept has considered by tv stations does not en- three basic methods of ranking tele- erable validity. Tv's ability to leap compass another established metro vision markets: artificial and natural boundaries area, tv has had an important ef-

Top 25 markets -but whose top 25 do you mean? Here are the nation's top 25 Iv markets, measured by commonly -used yardsticks of Iv circulation, retail sales, Iv sets -in -use, and spot tv advertising weight. Each of these measurements is an accurate reflection of part of the market; no one of them is a definitive measure of the market itself. Advertisers and agencies use these, and many other rankings, in solving different parts of the individual problem of each campaign; no single ranking is an all -purpose tool.

Tv homes credited to Metro area Quarter -hour Spot dominant station, retail sales sets -in -use revenue 25% cutoff per household ARB FCC '61

New York 1 96 1 1 Los Angeles 2 83 2 3 Chicago 3 23 3 2 Philadelphia 4 123 4 4 Boston -Manchester 5 24 5 5 Detroit 6 75 6 6 San Francisco -Oakland 7 76 9 9 Cleveland 8 55 7 8 Pittsburgh 9 153 8 7 Washington 10 51 12 11 St. Louis 11 150 11 10 Baltimore 12 71 16 14 Dallas -Ft. Worth 13 20 -60' 13 20 Cincinnati 14 136 18 21 Minneapolis -St. Paul 15 50 14 19 Hartford -New Haven -New Britain 16 13 10 13 Providence 17 198 412 5 Indianapolis -Bloomington 18 31 15 156 Miami 19 86 22 23 Milwaukee 20 99 20 17 Kansas City 21 37 21 16 Charlotte, N. C. 22 38 40 Sacramento -Stockton 23 89 28'1 35 Atlanta 24 63 24 25 Buffalo 25 122 19' 12

1. Separate figures for two cities. 2. Seattle- Tacoma is 17th in :Uüt ranking. 3. Houston Is 23rd in A Itli ranking, 4. 151h. excluding Canadian stewing. which would raise the market into approximately 1911, position. Columbus is 25th in AIM ranking. 5. Cnranked by rec. 12 station market). 8. Houston, 18th,

28 SPONSOR /15 APRIL 1963 Ti (00) (00) (00)

Ensign 201 95 200 68 202 25 Fort Myers 202 94 198 70 218 14 Klamath Falls 203 85 205 58 202 25 Lima 203 85 206 53 205 24 Greenwood 205 83 202 63 189 33 Missoula 206 80 204 61 208 21 Bellingham 207 78 208 51 212 19 Huntsville 207 78 209 50 179 42 Big Spring 209 74 209 50 214 16 Dickinson 210 70 4214 44 211 20 Grand Forks 211 60 212 45 208 21 Fort Dodge 212 62 211 47 198 28 Laredo 212 62 206 53 200 26 Decatur. Ala. 214 59 212 45 206 22 Mitchell 215 54 215 43 214 16 Clovis, N. Mex. 216 51 216 39 217 15 Biloxi 217 50 217 37 212 19 Pembina 218 45 219 35 222 11 Florence, Ala. 218 45 220 34 206 22 1erdeen, S. D. 220 44 217 37 220 13 221 38 222 30 218 14 221 38 222 30 222 11 223 34 224 25 220 13 ...^i `'

..+zrrzsrzz; :cr::::::zri rrrs::r::::* ::zr:r:::::_

Hungry computers demand more market facts

Superhuman capacity of computers means graphic studies, such as men- women -chil- that, given facts, machines can reinterpret dren breakdown of all tv markets, released market status in a score of ways. Meeting this month by RKO General. Research di- the demands of machines (shown, Y &R's rector Frank Boehm says figures can be with president Gribbin) are new demo- programed to pinpoint product buyers.

feet. In many cases there are the average homes reached by each method has achieved considerable enough suburban communities out- station in a given broad time peri- measure of acceptance among ma- side the metro that the aggregate od; the figures for all local stations jor agencies. population is actually as large or in the market are added; titis gives N1'hat are the limitations of these larger than in the metro. the market total for ranking. This methods? According to rep research The second major method is specialist Cris Rashbauin, of HRP, that of rankings based on tv mar- the geographic method is limited ket coverage, drawn mostly from by the cutoff level itself. "To say Nielsen or ARR coverage studies. that a station is effective in a whole These usually involve taking the county where it may reach only largest station in the market and 25` of the homes in that county operating with a cutoff level de- in a week is pretty darned liberal," rived from the circulation of the says Rashbatun. "The geographic

market. (Cutoff . . . giving all method of ranking cannot deal ef- homes in a county to the dominant fectively with the problem of how station which reaches 250;, or s_ moth viewing a station has. 50o, of all homes weekly, or what- .,. "By contrast, the sets -in -use meth - ever cutoff figure is selected.) Al- od is effective in terms of depth of most all of the rankings based on viewing. This method says that this method include overlap from New York is the number one mar- Doing it the hard way one market ket in the country not because to another, and dupli- Big agencies don't use published data. a cation. says Ken Mills. associate research direc- more people view particular sta- The third method is ranking tor at Katz. "Eat h agency's media re- tion once a week, bin because more based on "average quarter hour" search dept. develops its own for- people are watching more stations or "sets in use." This method takes mulae. then draws up actual lists." (Please non to page 52)

; I SPONSOR15 APRi1. 1963 29 Tv and radio boom a small western firm to nationwide distribution

Golden Grain sponsors 17 network programs "Concentration" is one net program used. (1 -r): Toni DeDomenico, v.p., dir. of sales; Hugh Downs, host; Paul DeDomenico, sales, ad mgr.; Paskey DeDomenico, president, discuss promotional plans for Golden Grain

Golden Grain spends $3.5 million in advertising Grain. "We must explain what the product is, and how it is prepared 75% goes to network and spot television and used, in addition to creating a desire on the part of the consumer 1 Family owners do research, testing, marketing to purchase it. "Our convenience dinners are Marketing mavericks in San Fran - budget placed through agency Mc- unknown to most consumers. We cisco, namely the DeDomenico Cann- Erickson, San Francisco. are not interested in selling the brothers, have proven that business Tv for demonstration. After ex- words or naines, but in showing instinct, home research, a clash of perimenting Frith all media, the what the products are." test -marketing, mixed with heavy Golden Grain executives found that When the company is looking for television advertising is a successful tv was the best vehicle for introduc- repetition of brand naines it turns recipe for launching a new food ing new food products. It worked to radio. The family feels radio product on a national scale. in 1958 for the Rice -A -Roni prod- builds a brand awareness faster and Only five years ago, Golden ucts. Now the company's witnessing more efficiently than other media. Grain Macaroni Co., owned by the added proof with the present na- Golden Grain uses radio but no DeDomenico family, was just an- tional introduction of convenience tv to advertise its regular line of other regional producer of macaroni dinners. more than 500 food items on the products. That year the company's Tv dollars primarily go into \Vest Coast, including macaroni ad budget totaled $60,000 and busi- hard- selling commercials on 17 day- products, dried vegetables, gelatins, ness volume a comfortable $8 -9 mil- time network shows: about 25% is and soups. Convenience dinners lion. In '63, ad spending will reach allocated for regional advertising are currently advertised via tv. No $3.5 million and sales are expected or additional impact in key mar- radio is used because the line is to soar to the S30-million mark. kets. new. Broad product diversification is tak- "Television offers us demonstra- Family success story. The story ing place and national distribution tion of product, not only in use but of the Golden Grain Macaroni Co. has been accomplished. in preparation. This is most im- is a family one -three generations Much of the company's success is portant when introducing a new long. During the early years of the attributed to spot and network tele- food recipe idea," says Paul De- business, Domenico DeDomenico, vision advertising which comprises Domenico, national sales and ad- founder of the company, sold his approximately 75^x, of the total ad vertising manager for Golden products in bulk to Italian- Ameri-

30 SPONSOR/15 APRII. 1963 can families in and around San I hat market. The produc t was ing and consistent advertising. We Francisco. His wile supplied the Rice -A -Roni and the time to start also learned that the grocer is a recipes that had been handed down was immediately. The results of the most important factor governing to her from the old world. campaign proved to be excellent. success or failure in the market- Now Domenico's three sons man- The success of the Rice-A-Roni place, and we learned to serve his age the business. Paskey, the eldest, concept -quick convenient foods interests. We have found that no is president; Vincent, general man- which may serve either as complete manner of competition can out - ager and secretary -treasurer; Thom- dinners or as side dishes -was re- weigh the values produced by these as, vice president and director of sponsible for the family decision to three lessons." sales; Paskey's son, Paul, is national introduce new products in the Diversification. Golden Grain sales and advertising manager. saine category for convenience started out as a macaroni company, Coast tests \-Vith close teamwork, the family dinners. Vest market but has included rice as the improved immediately has built the company into a major successful and portant staple in its nine national- operation: five factories, 20 ware- the four products were introduced ly- advertised -and -distributed prod- month. Besides houses, and 70 food brokerage nationally' last ucts (Rice -A -Roni and convenience spending more on advertising than fines produce, distribute, and sell dinner lines) . before. Golden Grain is wil- Golden Grain products, achieving ever The Rice -A -Roni products in- ling to spend $33 million on the 84°(, national distribution. chide custard pudding, Spanish rice national introduction of its new Home research. Most of the mix, with beef flavor, rice with line through a coupon offer made firm's products, especially the new chicken flavor, and rice with cheese. in magazines. The total retail cost convenience dinner items, are first The convenience dinners include of the four -item package is only 66 "tested" in the kitchens of the De- Noodle -Roni, Spaghetti Dinner, cents, instead of $1.66. (The com- Domenico wives. Twist -A -Roni and (thicken, and pany offers a refund of $1 on every Scallop -A -Roni. Rice -A -Roni, the product line set if the purchaser remits all four Golden Grain recently announced that sparked Golden Grain's rapid box tops.) the purchase of the D. Ghirardelli growth since 1958, was the result of Direct competition comes from Chocolate Co. of San Francisco "in a surprise dinner Tom DeDomen- General Mills, Betty Crocker, and order to diversify the company's ico's wife cooked for the family. Lipton. but there is indirect com- interests." Ghirardelli, in business The children, unable to pronounce petition from any convenience food a century, has been marketing its dish of rice and the combination line, whether it be dry foods, frozen line of chocolate candy, instant macaroni (actually a pilaf) , short- foods, or canned foods. However, cocoa, and ground chocolate in 13 it to name was ened ricearoni. The the DeDomenico brothers are not states. short and catchy and presented a afraid of competition. "With good products, good mar- clear image of the product. It Paskey DeDomenico told SPON- keting, and good advertising, we stuck, and was used when Vincent SOR: "We learned early that quality feel secure of ever -expanding ac- decided to package and market the of product is of prime importance. ceptance of Golden Grain prod- I product. Then we learned the value of test- ucts," says Paskey DeDomenico Marketing mavericks. The De- Domenico family marketing success is based more on instinct than long- time planning and research. The company jumped right front test markets Seattle and San Francisco into the fiery competition of New York, and then into the throes of national warfare. It wasn't until '58 that the brothers decided to try national distribution. They knew that 50m, of the food items found on today's supermarket shelves were there only five years. Keeping this in mind they discussed what products would best compete in the race for the precious shelf space at the su- permarkets. They also considered the time It all started in San Francisco element, knowing that the products "Something new from San Francisco" is the theme of the commercials. Pictures first on the market would be most from the city, such as view of Golden Gate Bridge above, are featured in spots. likely to capture the lion's share of DeDomenico family has marketed products in S.F. since company began in 1912

SPONSOR/15 APRIL 1963 31 f Weather forecast `or agencies . . . 1

Fall network schedules preceded by early spring

Judy Garland Show CBS TV Danny Kaye Show CBS TV Bob Hope Show NBC TV Jerry Lewis Show ABC TV

This sear, for the first time in tv's Grand could Most assuredly not be For one, agency program chief- rambunc t ions history, advertisers regarded as iniquitous and there- tains -with a staggering $500 mil- could examine upcoming prime fore subject to any of the heinous lion to spend -could examine the time schedules of three competitive influences that befell scandalous '63 -'64 programs without having to networks six months before the fall quiz shows in the late '30s. make hurried judgments. Some season's start. CBS TV, first to lock up a new goodies are being tasted with bliss, For the first time in many sea- season's schedule so early in the others Nvitli blight, but the feeling sons, there's a big -money nighttime year, now has 87 °, of its prime time on \fatlison -avenue is one of genu- quiz show, 100 Grand. ARC TX' is hours sold. NBC TV has nearly ine excitement. planning to drop this supposedly 82 ó sold; ARC TV some 65°',, of Network executives are insisting "fool-proof" quiz show into the its fall programs signatured. that '63 -'61 xvill be the most excit- Sunday 10 p.m. slot. In the eyes of Many advantages came with the ing year in video's history. Pro- ABC TV program builders, 100 locking up of sketls so early. grams, in the main, are expected to

32 SPONSOR/15 APRII. 1963 Schedules reveal fewest changes on CBS, most on ABC

ly Favorite Martian / CBS TV Travels of laimie McPheeters / ABC TV

ast Side, West Side CBS TV Mr. Novak NBC TV aul Henning Series CBS TV Crirdl NBC TV shine, network billings to soar. Predicts Michael H. Dann, who recently stepped into Hubbell Rob - inson's CBS TV job as program major domo: "We are on the verge of the most exciting season since the early '50s." Dann, incidentally, was not only speaking of the CRS TV lineup; he was also doffing his cap in the direction of NBC TV and ABC TV For complete nighttime schedule, turn page of

Ior there is excitement in the air It is not too bright a picture for on three networks this fall. the Hollywood tv filin makers on Virtually all big advertisers are the Coast, insofar as the new season committed to programing buys for is concerned. The networks are the '63 -'6 -1 season. There are or- making fewer purchases from the ders in from such top drawer na- big vidpix makers. All told, the tional advertisers as Procter & Gam- three networks will have purchased ble, Liggett R Myers, Kellogg, Lever some 24 series from the film mak- Tiros., Brown R Villiantson, Philip ers. This current season they bought Morris, P. Lorillard, General Mills a total of 37 series. and many others. (It breaks down thusly: ABC will Agency leaders predict that CBS have bought ten for the new sea- TV will get its biggest competition son as compared to 16 this year; on Monday and Friday nights. NBC has patted 11 compared with The) think it will remain the domi- 13 this semester; CBS bought three nant network on other nights. for '63 -'64 compared to eight for There are significant shifts in ad- the current season.) vertising expenditures for the com- The plus marks for next season ing season. Richard A. R. Pinkham, go to MGM-TV, which will jump senior v.p. in charge of media and from one to six network series for programs at Ted Bates & Co.. indi- next season. Networks and adver- cates that Bates is betting heavily tisers alike would like to see big on CBS TV for the '63 -'64 season. filin makers come up with more The agency switched some $20 mil- hits like MGM's Dr. Kildare series, lion in billing for American Home or top -notch product as Beverly Products from ,ABC TV to CBS TV. Hillbillies and Thr Defenders from On the other hand, there are smaller telefilm makers. agency chieftains, including George CBS TV will come to bat in '63- Polk, BBDO V.p. in charge of pro- '64 with some 26 of its '62 -'63 pow- gram planning, who describe ABC erhouse programs. On the other as an innovator with some exciting hand, ABC and NBC, together, product to unveil. will continue about 27 programs. The trend, of course, is to more CBS plans to introduce seven new participation buying, co- sponsor- shot's; NBC, nine, and ABC, 19. ship and less full program buying CBS is programing fewer half- on the three networks. CBS has hour features and two more one - been most successful in curbing the hour shows than currently; NBC minute participation buys. is presenting one less half -hour It. is SRO for many of the top show and one more hour show: new shows. Armstrong, American ABC is offering three programs in \fotors, and Ralston /Purina have the 90- minute or two-hour format bought into The Danny Kaye Show, in '63-'64. which is budgeted at SI53,000 on The score card now reads like CBS. The highest priced weekly this: show is the Bob Hope series on CBS, 16 hours and 16 half- hours; NBC, listed at 5230,000. Chrysler, NBC. 16 hours, six half -hours and in acquiring this biggest single - three 90- minute -or- longer shows; season tv contract, becomes one of ABC, 12 hours, 15 half -hours and the few major clients with full three 90- minutes or more. sponsorship of a weekly 60- minute Vital statistics. Other vital sta- tv presentation. (Please turn to page 49)

31 SPONSOR/15 :MM. 1963 OLD and NEW shows for 1963 -64 season

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY ABC ABC ABC CBS NBC CBS NBC CBS NBC ABC CBS NBC ABC CBS NBC ABC CBS NBC ABC CBS NBC

3 MY TO TELL MARSHALL OZZIE & LINTSTONES PASSWORO FAVORITE THE TRUTH DILLON HARRIET MARTIAN Best Foods R. J. Whitehall I Local Amer. Gs Welch Reynolds JAIMIE WALT MONDAY COMBAT R. J. sale I Amer.Dairy CBS THE Speidel '7 SUNSET INTER. HOOTE JACKIE WEUTENANT McPHEETERS DISNEY'S Reynolds NIGHT AT REPORTS VIRGINIAN STRIP NATIONAL NANNY GLEASON THE WONDERFUL MOVIES American SHOWTIME terling A. C. Spark SSB;000i WORLD OF $41,000 Tobacco $20,000 $54,615 Travelers Alberto - $55,000 $35,000 Menley & Colgate lugs COLOR Buick Beecham Insurance Culver James . C. Gilbert Drecket} Carnation Miles Bristol -Mye s R. J. Warnor- Parliament RCA Vick Sunbeam rt Carnation DONNA Reynolds Lambert Ralston - Eastman I'VE GOT A Miles Union Liggett & REED Purina Kodak SECRET Sunbeam Carbide Myers Toni Beecham Schick Miles Nabisco ED SULLIVAN Gen. Foods Sterling RED Noszema Campbell SHOW 3ristol -Myers SKELTON P &G RAWHIDE $110,000 $44,000 Maybe Iline $95,000 I I! I ,, $100,000 $55,000 $110,000 $60,000 $119,000 MU $141,000 Pillsbury Union Best Foods Bristol -Myers Lorillard Carbide Lever Coca -Cola Whitehall Lorillard S. C.Johnson Parliament Lever Thos. P. Morris THE LUCY Learning McHALE'S MATCH PRICE IS MY THREE DR. ROUTE 66 IIB HOPE LAWRENCE JOEY SHOW American NAVY GAME RIGHT SONS KILDARE WELK BISHOP Gen. Foods Tobacco R. J. Quaker Chevrolet Chrysler Whitehall P. Lorillard Lever Reynolds Block Drug Hunt's Alberto- P.Morrs Schick Culver . B. Williams $131,000 $61,000 $56,500 $140.000 V $38,000 A $45,000 $175,000 $58,500 $112,000 Colgate $49,000 Glen brook WAGON Liggett & TRAIN BEVERLY Myers BONANZA DANNY PAUL RICÌtA BEN HILLBILLIES JIM PERRY Singer THE SATURDAY NIGHT AT R. J. THOMAS OW ÓN KENNING BOONE CASEY D MASON Wa mar- DEFENOERS THE Chevrolet Reynolds $34-$39,000 11TH R. J. Lam bert Manley & Gen. Foods per Alberto - Reynolds Clairol ristol-M ye rs MOVIES James commercial Iberto- Culver Kellogg Pillsbury Allstate $63,000 $120,000 $54,000 Brown & Chese- Schick $65,000 minute Ivor ristol -Myer P. Morris I I $117,000 $230,000 Starkist SC Brown & Sterling Williamson brouah- W,Iliamson Drug Lever Pond's Nouzema Hertz Mevbelline R.J. ANDY JACK BENNY P &G DICK HAZEL RME TWILIGHT HARRY'S DYKE Reynolds GRIFFITH OLLYW000 Quaker VAN UG ZONE GIRL'S Thos. STORY State Farm Ford American Leeminq Gen. Foods Gen. Foods Lorillard Clai Tobacco Colgate P &G P &G Union $105,000 $56,000 $112,000 $55,000 $59,000 000 SC lERRY $124,000 Carbide $115,000 $150,000 $62,000 Buick Su beam Vick Chem BELL Beecham Manley & TELEPHONE LEM CANDID James CAMERA SPECIALS American ELEVENTH THE ALFRED JACK GUNSMOKE Tobacco OuPONT INC ALONG GARRY Bell FIGHTS Bristol - HOUR NURSES HITCHCOCK PAAR SHOW OF ITH MITCH MOORE Myers Alberto - THE WEEK $125,000 Gillette Lever & P. Morris Hertz Culver Buick C. Johnson Brown & Brown Gen. Cigar with) Williamson Williamson P&G Manley & Johnson & $58,000 du Pont Oldsmobile (Alt. R. J. Scott Paper P &G .lames Johnson Miles P &G Reynolds ANDY Union Whitehall WILLIAMS Carbide Lorillard Whitehall WHAT'S MY Nozzema SPECIALS Werner - LINE Lambert Speidel I. B. Williams S&H Buick $36,000 per Kellogg Schick commercial $130,000 $120,000 $121,000 $60,000 $118,000 $110,000 $126,000 minute $46,000 $80,000 $85,000 $143,000 11 are indicated in green. Program types are Indicated as follows: (AP) Audience Participation; (DA) Drama- program only. These are net prices (agency commission not included). New programs 'Prices refer to average cost for Comedy; (V) Variety. Key trend: more star showcases at night. week); Dramatic Series (With week -to -week leading characters); (DOC) Documentary; (SC) Situation lop tic Anthology (Different stories, casts each (DS) 4...2a))

"r5'

=--::.

If you aim high... dig deep... take some gambles... watch developments...

,so STAGE ENTRpVCE

develop new ones... (four a blockbuster schedule... with balance)...

v add the best station line -up... make advertisers happy... win the nation's applause... then you're the CBS TELEVISION .4IL wilimIlETWORK eche Nu V,orkamo NEW YORK Airlines, theatres, retailers ._;., Tri.-bune Iteralò,..1.r,.,.....,W....., used radioity advertising LONG ISLAND STAR-JOURNAL during newspaper blackouts long 3slanò ress NewYorkWorld-Telegram New York Mirror

Nn+ Yotc Journ ierican DAILYa NEWS New York Post

Strikes are over, but many print advertisers linger on the air

M111y an advertiser formerly con - Airlines anti amusement adver- sidered a hard -bound print tisers represent the largest categor- media enthusiast is currently salut- ies of broadcast converts. North- ing the return of Cleveland and east Airlines, for example, jetted New York newspapers with one into New York tv for the first time hand -while patting broadcasters during the strike, found that ticket on the back for a job well done sales for flights between that city with the other. and Miami were up 43% over pre- The 19 -week strike in Cleveland vious winter seasons. Movie exhibi- and the 16 -week walkout in New tors and theatrical producers dis- York gave radio /tv stations in both covered that newsprint was not the cities a once -in -a- lifetime chance to only way to attract leisure-time con- prove their media effectiveness to sumer spending. Retail stores ex- a whole range of new clients. perimented with radio /tv; some That man) air- media newcomers liked it. and some didn't, but many were convinced is demonstrated, in are planning post- strike sponsor- tangible form, by continued in- ships in the air media. vestment of substantial radio /tv Revenue did increase. NVNBC- sums-budgets previously slated for 'f vv, among New York tv stations, newspapers. admits to having gained the most

SPONSOR/15 .APRiL 1963 39 Weekly department store sales in N. Y., Cleveland, and U. S. during strikes

Percentage changes belozv are based 011 retail dollar amount of sales during corresponding periods a year ago, according lo statistics issued by the Federal Reserve System. Dates given represent last day of weekly talmlation.

DECEMBER JANUARY FEBRUARY MARCH AVERAGE'

15 22 29 5 12 19 26 2 9 16 23 2 9 16 23 30

5 2 7 1 NEW YORK DISTRICT 4 7 37 4 - 1 3 - 2 1 - 1 3 9 - 3 2

7 2 7 0 1 N. Y. -N.E. New Jersey 5 8 35 3 - 4 5 - 1 - 1 - 2 2 - 5 1

1 2 9 9 7 2 3 4 1 Newark 0 6 36 1 - 3 - 3 - 9 3 -

1 0 8 5 7 6 New York - 1 21 - 5 -11 -5 -9 -- 6 -10 -7 - - 2- 7- _

6 8 27 4 4 1 6 2 8 2 -15 5 0 0 8 CLEVELAND DISTRICT - -15 - - - 1

Cleveland -13 15 23 3 0 0 -15 3- 3 -13 -9 14 1 -2 -6 3 -4 Downtown Cleveland -17 15 8 - 5 -3 -6 -21 -2- 10 -19 -21 18 9 -11 -14 - 2 -11

UNITED STATES 3 5 34 10 9 4 - 2 1 5 1 3 - 4 7 4 5 5 -14 orage for period I .Ianeary to 30 Nlareli only, netzbted by FRS for dollar colonie

ad revenue (luring the newspaper bilities could be found. Radio stations in Cleveland and I blackout - tvell over 5300,000 in On a percentage -increase basis, New York reportedly outspent extra billings by various estimates. some New York radio stations some tv stations on news, although Much of this dollar bonanza came Found the strike a real bonanza, purity stations in both media are \\'NBC - F\''s way by "increasing scoring gains of up to 75 °.(,. Coni- now continuing with extended (ov- the number of announcements" mented a radio sales manager: "Re- erage. A Cleveland study made dur- while stretching lOs and 20s into tail accounts especially realized that ing the strike indicates that at least higher -priced minutes. The otlier radio is effective. and could work seven radio and one tv station New York tv stations, two more tcell t'ith print advertising in the planned to continue expanded cov- flagships (\\'CBS -TV, \\'.\ BC -TV) future." Added the sales chief oI erage. and three independents ( \\'NE\\'- another New York radio outlet: Contradictory studies. Some 'I' \', \\'OR -TV, \\'PI\) averaged "Advertisers like Rambler and Cas- studies indicate department store snore than 5100,000 in extra reve- tro Convertibles which had been sales (luring the newspaper strike nue. using some, but not much radio are were up, others down, depend- Radio stations, fe' once, matched now beginning to wonder how ing on whose figures one cares to many of the tv stations in New much more radio had been doing Zook at. New York City treasurer York on extra, strike -produced infor them all along than they had Hilda G. Schwartz claims that the come. For one thing, music-and- believed possible." city's revenue from sales tax was news stations could adjust their Expensive newscasts. News cov- higher during the first three months hour-after-hour disk jockey sched- erage on radio /tv stations in Cleve- of the strike than it was a year ules to absorb announcements more land and New York was greatly ex- earlier. Sales tax collections. a readily than could tv stations, par - panded (luring the strikes, acid the principal business barometer, were ticularly those carrying locked -up cost often came high. Sometimes, S77,2-10,086 for December, January, network commercial programing. the cost of newscasting did a lot to and February, compared witli S776,- For another, radio commercial cope cancel new revenue gains, particu- 88.1,201 the year before. could be (and was) prepared more larly in New York. An RAB "Tale of Two Cities' quick') than litre, tape or film conr- \\'. \BC -TV calculates that it study pointed out that 81°,, of mercials -with their added visual spent an extra $20,000 weekly for female New Yorkers and 79 °;, Of dimension -in tt. :rafted netts coverage, which itself Cleveland women reported spend- New York radio also benefited only brought in about 57,000 a ing as much or more during the from the in- again, out -again un- ttcek more money. At \\'CBS -T \', strike period measured than during certainty'i-liich Surrounded the end extra netts costs amounted to $50,- the same period last year. Rr111 of the strike. When the strike 000 a tceek, not all of it recovered suited, "Based on these figures, the cragged on, several advertisers who in revenue. Ironically, \VOR -TV strike impact is minor." had canceled emergency air cam- lost $2.1,000 in New York Times rid On the other side of the- strike- paigns rushed back into spot radio spending, in addition to extra netts didn't- hurt -sales argument are the buts; on sonic stations no availa- costs, during the strike. Publishers, Commerce tt Industry,

10 SPONSOR/15 APRii. 1963 tad Retail \fete pant's Assns. (he were among the target New York radio regularly during the strike; IA totals New York retail sales stories contributing to radio %tv's it normally uses radio for specific 'asses at S25 million, plus another "strike money." occasions only. S20 million for restaurants and Many more turned to radio ex- \lexa nder% was happy enough hea ties. clusively: either adding to their ra- with strike -time radio/tv advertis- Federal Reserve figures perhaps dio budgets or trying the medium ing to consider heavier schedules ill both media. rest indicate the effects of the strike, for the first time. Sonic of them in used a limited '.tlthough weather, general health of New York Nvere Ginrbels, \lacy''s, Korvette amount of in '62, the economy, and special sale peri- Abrahams C Straus, Lord & Taylor, radio advertising mainly spe- 'cds must be taken into considera- \Valtau hs, S. Klein, B. Altman, to advertise store openings and tion. According to FRS figures. de- Saks -31Ith and Bloomingdale's. cial events. During the strike. hein partment stove sales in (:level:nut Bond had been out of radio and advertising was scheduled and was ty in New York for sonic five or ineffective compared with newspa- over the period 1 fairway to 30 \(arch (the largest period of the six years, but re- entered during pers, according to merchandising strike covered) tvere down 1`- over the strike. Enough favorable re- manager .jack Schwadron. new 1962 and down fi °;, in New York. sults were recognised to "strongly' Completely to radio during consider the strike, Lord R Taylor found it compared with a 1 °;, growth in sticking with it." sales throughout the United States. The radio -advertised opening of very effective. The store used the Macy's medium for institutional advertis- for sales drop. If the Home improvement Center Reasons ing and plans to continue by spon- following points are considered the took place during the strike. .\ \facy's it was soring at least one daily program. difference is partially explained: spokesman reported "a huge success: the store %vas con- Stern Bros. used both radio and -There was a feeling among ad- stantly full." \facy's plans to con- tv: radio for advertising specific %ertisers that the strike would be tinue on radio for another 50 items at different times, and tv for- over ail day: therefore. tv and weeks. a store sale. In the opinion of radio commercials were not pre- (:intbel% has been using a bit of Stern's executives, radio slid a fine :pared early during the strike, if radio all along to advertise specific job, but not as good a job as print. at all. items, but during the strike it de- Stern's used tv for the first time Advertisers who did prepare ckled to heavy -up by using regular during the strike and reported it ¡spots placed their for short periods 30- second spots throughout the day did not substantially increase sales. them off intermittently land pulled on six stations. Radio sales man- Net outcome: "We're going back :thinking the strike would end. agers leel (:intbels understands ra- to pre -strike media use." i Few. if any, advertisers put dio and uses it effectively. The fu- Lane's Department Store launched all their print money into broad- ture is expected to bring an in- Washington's Birthday sale spot casting. making any comparisons crease in the store's radio buying. campaign on \\' \BC -I. \' which of media effectiveness inaccurate. B. Altman also used New fork (!Trust hurry' to page 53) The rush to radio and tv was so great that time was a scarcity and ¡advertisers had to take what they. .could get. throwing media strategy to the winds. \(any print -oriented advertisers did not know how to prepare an effective broadcast campaign. Lack of time prevented advertisers from designing marketing to complement advertising. For example. a tv station which covers a 50- of 60 -mile radius might proside some waste coverage. \1eamwh¡le. what's happening to Idle advertisers who increased radio'ty budgets or tried air media for the first time? New York stores. \fang department stores in Cleveland and New York generall noted for their heavy print newspaper advertising turned to radio and ty during the Tv and radio spent extra on news strike. Sonie arc planning to stick Stations' expanded news soya; rage gobbled up additional sponsor mom \. \1':\RC- with it. Stern Bros., Bond, Kor- I V reports extra cost was S20,000 a week; \WCB.S -TI'.- S50,000 a week. Appearing yette, . \lexanders, and John David on \V.\8(:' T Big: New., .Special (above) are three herald Ttibunr staffers

SPONSOR/ I5 .aran. 1963 41 Iff'71 t-

News pace increases WINS, N. Y. now has permanent 16 -man news staff, had under -fire test (below) during newspaper walkout. (Left): Mark HE/Lo' Olds, gen'l mgr., greets members of News- paper Comics Council during the strike

'Evolution' is key to

Changing the format of a major- market radio station is never an easy wick. if new management moves too rapidly, the station (and its advertisers) ' may lose audience before new programing has had a chance to catch on Ivith listeners. At the same time, many station groups have carefully built an over-all "style" for radio stations and, ' naturally, are concerned with making the group new- comer conform. And therein lies the problem which confronted Westinghouse 1,hen it took over \WINS,

Specials, promotions add balance "Program PM" and "Two Worlds of Jazz" feature offbeat interviews, new slant on re- ligion (above). During newspaper strike, models handed out "news digests" from Harlem to Fifth Ave.; Steve Allen read comics; mgr. Mark Olds made midtown speech

r. SPONSOR /15 APRIL I Records are basic fare Top disk jockeys at WINS appeal to young adults as well as rock -and -rollers. Murray "The K" Kaufman visits bowling center egins with (I), Pete Myers holds afternoon slot (below); Dick Clayton, morning man, totes INS Nescafe; Stan Z. Burns chats with guest AY1 1OA,t

change, says WINS

New York last fall from Gotham Broadcasting. That \VINS has successfully brought oil the for- As Mark Olds, WINS manager, puts it: mat change-with personality record shows, expanded " \Ve felt that program changes should be an evolu- news coverage, offbeat "talk" and interview programs, tionary process, not an overnight face -lift. We re- and new public- affairs series (including a month -long viewed carefully what we had going for us, and have "Shakespeare Festival" of BBC- produced adaptations) tried to keep the best of it. can be judged by strong New York -area ratings and a "In some cases, we deliberately set out to lose teen - 90°; sellout of availabilities between Monday and tage audience at certain hours as part of the change. Friday, plus record first- quarter sales. ,It's our feeling the ideal balance should be 75('; adult, "I'd rather bat seven out of ten than simply be 20°;, teens and V", kids in our regular audience." right one out of one times," says Olds. ._ TIMEBUYER'S Media people: what they are doing INIMmu and saying CORNER

Rumored along Madison Ay elute: \1'e haven't been able to tl) a

thing with the sroxu)R Open Ear since that report I April that \hart) Ozer, then Arith 1) -F -S (New York), was about to switch to t)'.\rcy (New York) has been confirmed. Marty has been assigned to the Colgate MI group, and is buying for \1'ildroot. Now Ave have the Open Ear listening hard to pinpoint the \ncereabouts of several New York buyers: Olga Kandcl (ex -Swan 1; Mason), Ann f anowiti (ex-011N1) Marie Coleman (ex-Donahue & Coe), Ed Nugent (cx- 1181)0). What GOES on Madison Avenue, or peering through the grey flan- nel fog: \Ve thought we saw a veritable parade of assorted buyers. assistant buyers. estimators. copywriters. secretaries, and clericals march- ing out of 8RI)O with coffee mugs, ash trays, pencil holders, and brand new resumes in hand the other day. Did our laiel of bs deceive us? Moving becomes Electra: Electra Litchis, now with Het( her Ric bards. Calkins : I Iolden (San Francisco) as assistant buyer, journeyed from Lester L. Jacobs, Inc. (Chicago), where she was media director. News from JlcCann- Erickson: New buyer on the Nestle account (New Yen k) as of 8 April is Tony Maisano. Tony was previously assistant buyer on the Lincoln- \Icrcury ace aunt at Kenyon C Eckhardt

(New York) . Report from Richmond: New' media department manager at I.iller Neal Battle k. Lindsey is T. Jack Csaky, who switched from Advertis- ing Associates, where he was media director and account exec. Just what is CARTA? We met briefly with John Henderson, the or- gani /ation's president the other morning, anti found, first of all. that it is the Catholic .\postulate of Radio, Television and Advertising, and (Please turn to page 16)

A signing of spring in L.A. Cole, Fischer F Rogow media director Dorothy Stall and agency s.p. Joe 1)en- ker sign contract for Hotpoint schedule on KOGO. San Diego. Standing bt are Wilson Edwards (I). station ,manager. and \Vin (rebel. Kate .Agency. 1...\.

-11 SPONSOR/I5 APRIL 196 'Charlotte's WSOCTV. .. big ret fa! instaî surte_ .. lim

"Diet Rite Cola has revolutionized the best cola market in the world. North Carolina has the highest per capita consumption of soft drinks in the nation - and Charlotte is the key to the Carolinas. Big reason for instant success here of Diet Rite has been our continuing schedule on WSOC-TV."

JIM CALDER, Sales Mgr. Royal Crown Bottling Co. Charlotte, N. C.

With a prodigious appetite for good things to drink, eat, wear and enjoy, metro Charlotte racks up the highest retail sales per family in the Southeast. Slim budget or stout, you can expect and get iuskier response and cooperation from Charlotte's WSOC -TV. Let us Jr your H -R man show you how this great area station of the nation is your right diet for right now in the Carolinas. CHARLOTTE 9 -NBC and ABC. Represented by H -R

WSOC and WSOC -TV are associated with WSB and WSB -TV, Atlanta, WHIO and WHIO -TV, Dayton

SPONSOR 13 APRII. I9fì3 TIMEBUYER'S Continued from page 44 CORNER

that its membership is made up of Catholic laymen and tvonncn active ill the communications field. John explained that its purpose is to

j help the members improve themselves as individuals and as craftsmen, and in this way to improve the industry as a whole. \'e discovered that many of the members are tintebuycrs, so the will keep our eve on (.:'R'I'.' doings and keep you informed. By the tvay, those eligible to join are usually invited by a member to do so, but if you are eligible and tt'ould like to join but don't know a member, feel free to call Josephine lanncllo at (:BS TV and she will advise you. Why didn't we get a cigar: I)CS&S buyer Stu Eckert and wife 'l'rini tell us that little red- headed daughter of theirs. Lisa Jane, born 27 CENTS February at 3 pounds 15 ounces, is now doing fine and topping the scales at a hefty 6 pounds.

New buyer at Chirur;g & Cairns (New York) is Ellen Kourticles, who MAKE was with J. Walter Thompson (New York). DOLLARS On the ad scene: The -10111 Iloor of the Time C Life IN Building, the home of Del Wood, is where we met an undisputedly colorful figure CENTRAL in the ad business, Jason of Del Wood. (tVe never did ask him what happened to ILLINOIS his last name.) In answering our query about his background, Jason told us he the comes from Great Britain, 52nd market London to be exact, where he was educated in the bet- ` buy the ter public (comparable to our private) schools. He ar- r' PLAINS rived in New York when the TELEVISION pound went to $2.80 (about 1952) , with no idea at all of STATIONS entering the ad world. A friend steered him to Mo- Jason: no crashing bore tion Pictures for Television, 'CMIIM/A16N an outfit which was then SPtIH6111110 +'' UR\AHA DANVIIlI j; syndicating Charlie Chan and John 'Wayne films, and he later went T uI 411 DECATUR from there to Del Wood. In his present position with the barter agency. Jason is responsible for the Spoolie Flair Curler account, and 271.038 T V Homes contributes his services to such accounts as Real Kill (insecticide) , and \fanischet%'itz. In explaining barter, Jason told us that his agency deals only frith advertisers with such low budgets that it would he impossible for therm to buy on a national scale. Therefore, the agency barters jingle f.D.s prepared by its production company for air time, %Which is then used by these advertisers. Ile feels that his agency makes it possible for these advertisers to use the broadcast media. Jason tells ad- CALL us that many times after these companies have been launched in ADAM vertising and sales pick up. they deal directly t%'ith a normal ad agency r' YOUNG . or the stations. I Ic feels small companies can allocate monies for advertising in a much shorter time by starting through barter. V

46 SPONSOR/15 APRIL 1963 * * * * * * * * * PEOPLE -FUSED ... personality SWANCO stations, "live A * wires" in their market areas ... radio that clicks with the whole family, and turns on the sales current for SWANCO advertisers. Person -to- person radio that makes a "con- * nection" between people and products - people who * STATION * listen, like it ... people who buy it, love it! * * * * * * * * * * *

SWANCO I'LL IS BE PEOPLE -FUSED SWITCHED!

KRMG KIOA KQEO KLEO robert e. THE JOHN BLAIR STATION 6 TULSA. DES MOINES. ALBUQUERQUE. WICHITA. eastman & co., inc. OKLAHOMA IOWA NEW MEXICO KANSAS

ìPONSOR /15 APRII. 1963 47

1 Trends, techniques, new COMMERCIAL styles in radio /tv commercials are evaluated C RITIQUE by industry leaders

BEWARE THE JINGLE -IT AFFECTS YOUR IMAGE

By AUSTEN CROOM- JOHNSON is beyond uty comprehension. Sure - tu heel. m the tia%clei. ly a more suitable sales approach National Airlines has a device "There are time, when a particu- is the treatment accorded the Ieaturiug a series of ascending musi- lar use of music can bring a re- Manufacturers Hanover 'Trust com- cal phrases played by a brass choir, spected corporation clown to the mercials. They put forth an attrac- %which ends with a group singing general level of today's jingle, tive and entertaining message in the words "Fly National." In this

%which is usually somewhat below whicli clever cartooning and good case I don't think the device is sea level. In other words, there are topy do the trick. In avoiding the sufficiently distinctive, and the all- times %vheu the jingle approach jingle they maintain their dignity important two -word tressage of the isn't the best one. without being stuffy about it. singers lacks recorded presence. In my last article, under "Forgive There's a little more latitude Every year Irish lilt cinational

Most banks lose their public trust image with poor commercials

But \I:uiilactiters iI,inover Crust buts forth 'tri attractive. entertaining nie,sa e in a clever cartoon with good tow. Bird - lover &:t( is batik. kilos of maul% el ices, finally auks "I)u yo i ell bird stcd, too ?" (:op% maiutaiu, cliguity without suffises,

and Forget, I mentioned Delta %vhei it come, to an airline, rather . \irlines sponsors the St. Patrick's Airlines. Now, it isn't the airline than a bank, using a musical mes- Day parade Making the most of that I %vas chastising; it is the lack sage. After all, an airline can take this fine occasion, they present an of self -respect %vibes their radio jin- you on a holiday. as %yell as a busi- irresistible invitation to visit Ire- gle conveyed to me as one listener. ness trip, and music can add a roland. with beautiful photography

Some gal, accompanied by piano mantic touch. This format call be and lyrical copy. The commercials , which vamps till ready, delivers a most effective if it is tailored spe- (Please Iton to page .19) piece which-well, it sounds like cifically to c c,py (TWA), or used one of those tunes that hopefuls as a singing identification (North- GUSTEN CROOM- JOHNSON send in to have lyrics fitted to far west Orient) . TWA has an exam- publication at their own expense. ple (their Starstream commercial) .\ public carrier that spends good of an interesting and well thought money on "It's Delightful to Fly out combination of %voids and nut - Delta" as its slogati is making sense. sic. The %yards are spoken by an But when an airline allows the at- announcer, but are enhanced by tachment Of such words to second - music %vhiclì is designed to under- rate musical promotion, in my con - line every mood and selling point sidered opinion, that can only fail in the copy. Nobody sings about to inspire confidence . . . the one the Starstreaut jet . . . they don't thing they niusi sell. have to. Austen Groom-Johnson. trta tot

The naivete that leads banks, American Airlines also has a with . lam Kent of "Pepsi -Cola insurance companies, investment good series in "American Cities," I !ills the Spot," i, a widely known firms and the like-which rely on which has a captivating background vrriter- cotsiiItait specialising in public t ust -to permit such dimi- of colorful sounds personal to each the field of build a1 advertising. nution of their institutional image locale ... with just the right worts

I8 SPONSOR. 15 Al'RIt. 196;; COMMERCIAL CRITIQUE (Can t in n ed from page 18) are delivered by a colleen Atith a lovely lilt, and the final singing phrase makes you want to ca11 Irish International Airlines and start packing. I haven't had a chance to explore the others, but tyhile un the subject of airlines, I Wonder why some - hod) doesn't monitor the orchestral music placed on tape over their Ipublic address systems. I remember

,on one (light 1 was soothed into my seat to the stains of '']iie House

is Haunted by the 1 ?c ho of Your Last Goodbye "! Selling and Compelling 'Aero-Sh3ve: An animated temptress with n sultry come-on, and a mu- sì-al message to match. Brylcreem: The original characters and jingle wear well, and are still welcome singing "A little dab'll do yea."

FALL PROGRAMS (Continued from page 31) tistits: There are 86 prime time shows, !as against 91 at the beginning of the current season. The trend is toward «mired). with more big names heading shows. More emphasis is placed on filmed drama concerned with spec- tacular aspects of medicine and law, inspired by the stunning successes of the past two seasons' The

I Defenders (CMS), Ben Case, (.UL(:). and /)r. Kildare (NBC). .\li( :'s answer to The Uefendri, liii, clients ' sales - I/lath what;r is Arrest and Trial, a 91- minute ¡flair: the first hall headlines a detective apprehending a criminal, iiji!AiuI wbynot?Ik've had 111 the second half a lawyer prosetut- ing the culprit. Arrest and Trial is pencilled in the Sunday 8:3(1 to years' experience se//ini the 10 p.m. niche, opposite CBS' Ed Sullivan and the new Judy Garland I variety show, NBC's (:rind!, a mys- 325,600 ív boiiies ill !'frgìnia ;r tery- canted) with Imogene Cora. and Bonanza. .\ grim rating race k inevitable with such an arras', ex- ND.I tv iiìar/íet! / perts insist. As regards color ty, NBC's night- 1111116.-- time schedule is substantially the same as last season, with some 1.1 programs. including a number- of ¡7j -1F feature films, available to color 110MO!!, l'. viewers. ABC is offering three pro- I?. TUE KATZ AGENCY. me. grams in color. CBS says it has no w.w111ro4..,.,i..,, (Please turn to page 54) "THERE IS NO SUBSTITUTE FOR INTEGRITY"

SPONSOR/15 APRII. 1963

You can't Cover Itidianapc> lis with Indianapolis ,TV!

WTHI -TV in combination with Indianapolis stations offers more additional unduplicated TV homes than even the most extensive use of Indianapolis alone. More than 25% of consumer sales credited to Indianapolis comes from the area served by WTHI -TV, Terre Haute. More than 25% of the TV homes in the combined Indianapolis -Terre Haute television area are served by WTHI -TV. This unique situation revealed here definitely suggests the importance of re- evaluating your basic Indiana TV effort ... The supporting facts and figures (yours for the asking) will show how you gain, at no increase in cost ...

1. Greatly expanded Indiana reach 2. Effective and complete coverage of Indiana's two top TV markets 3. Greatly improved overall cost efficiency So, let an Edward Petry man document the foregoing with authoritative distribution and TV audience data.

WTHITV* WTHI -TV delivers more homes CHANNELl'.L 10 per average quarter TERRE hour than any I\'I)IA\A Indiana station* *An uJ/iliure of {t'TIII A,11 & F,11 (March 1962 ARB) *except Indianapolis

5u SPONSOR/15 APRIL 1963 What's happening in U.S. Government 'WASHINGTON WEEK that affects sponsors, agencies, stations 15 APRIL 1963 courr,ot I n

'l'Ire House Conuucree investigations sulcouutittee during the ratings hearings east serious doubts on the A. C. Nielsen national radio and tv samples-' before turning to alleged monopoly. Nielsen executives were not given an immediate or a certain chance to attempt to dear up doubts about how homes are selected or about how careful\ information is obtained from the audimeters.

'Ilrete was no doubt that the subcommittee had selected Nielsen as the \o. 1 target. There was even less doubt that the subcommittee wouldn't rest until Nielsen was throughly barbecued.

Subcommittee prober Robert Richardson put a number of items together in an attempt to make a ease for Nielsen monopoly. One was a statement by A. C. Nielsen, Sr.. to the effect that nobody can come up w ith an audience measurement machine without infringing Nielsen patents. Another was an alleged statement by Nielsen, not vet authenticated. that the rompant would dominate the ratings field and then raise prices. Richardson was aiming special fire at agreements between Nielsen- Sindlinger and \iel- seu -ARIL. both concluded to end litigation out of court. Richardson contended that both were one -sided in favor of Nielsen and highly restrictive. Seiler and Sindlinger were re- called as witnesses to back up this line of attack.

Three disaffected former Nielsen field wren. one who said he quit because of inability to collect overtime pay and the other two fired, were used to back up doubts about the national Nielsen sample. They agreed with doubts already raised by Nielsen, involving choice by field men of hontes not in accord tvith Nielsen's random sample plan. Concentration in lowincome homes. Faked audimeter filers, diaries filled in by field men. Nielsen executive vice president Henry Rahmel invited Richardson to come to Chicago tvith experts. He said they would find after probing the entire list of homes in the national samples that the list is reallt as represented. He also asked for permission to file answers to charges on the record at a later elate. Ile didn't get the first. may not get the second request granted.

Subcommittee members made it plain they felt the company hadn't cooperated until its "hack was against the 'call," to quote chairman Oren Harris (i)., Ark.). Two members said they would have to look at what Nielsen might supply for the record before deciding to object to inclusion. The subcommittee members spoke again and again of Federal regulation. Attempts along this line might or might not be made. But the Federal Trade Commission was definitely being pushed to further action in the field, and particularly against Nielsen. This was particularly true with respect to the alleged monopoly or restraint of trade allegations.

The House Commerce Communications subcommittee approved suspending~ Sec. 315 political equal time requirements. but only for 1964 and only for candidates for president and vice president. The group refused not only to consider wiping out Sec. 315 but even offers to compro- mise on suspension to include more political offices. Passage of the very limited '64-only bill seems assured.

'SPONSOR /15 APRIL 1963 51 MARKET RANKINGS tor. The actual lists for buying alrcad) reached by other markets (Cu)clilr'rl from page 29) purposes are based on the needs higher on the list. for individual accounts. at any gisen time than are watch- "'I-he buyer urn) wish to evalu- Says Jackie DaCosta, ing Chicago or Los Angeles sta- marketing ate these markets, based solely on expert at Bates, "All tions. systems have the relative!) Large numbers of their own quirks and deficiencies. homes they "The difficulty with sets ill use is are able to deliver." The grimier-hour method has Rankings that it is total!. insusceptible of the now in use are based on least -hut our 1963 lists may yet he geographic definition. We cannot Nielsen data. For J\\"1' also, rank- considerably refined. We're con- ing is 0111) a assign a count to one area or an- point of departure to cerned for example with ghat hap - be used as a other, es en on a duplicated basis guide in meeting spe- pens in single station or two station cific 1)11)ing problems on each ac- using this criterion," says Rash - markets. b:um. Is the bigger audience in count. a three station market purely the This has been a problem for the "Oni) the client," points out result of the third facility?? Does net%%orks, from time .J \ \ "l "s Irene Dunne, "has real to time. But this undermine the today, almost two station knowledge of the sales data which everyone accepts the market-?" fact that duplication is inevitable ultimately determine market selec- Bltl)O is an aggressiycl) "no as an error on the side of fairness. tion." list" agency. Associate media di- ABC's Paul Sonkcn, for example, Belton : Bowles uses a primary rector Ed Papaiian states vehe- derives his lists from 19611 ARB ranking based on the coverage po- ment]) he has given up rankings as coverage, updated by 1962 county tential ol each market as deter - such. Each account is considered sampling. This works on the postu- mined by ARB studies. (The ex- late of "all homes able to receive act formula is confidential.) Met- a given station." \\'ithin the metro ropolitan area retail sales are area, this means that virtually all sometimes considered but only rare- homes ly. "There's no rigid list; each ac- will be credited, in turn. to HAS THE HARRIS SUB- each station, and the number of count's goals are examined separ- ately, with geographic-, marketing, homes will thin out as sampling COMMITTEE SHAKEN gets further att'at from the trans- and other factors weighing heavily. mitter Lois Yake site. AGENCY FAITH IN THE Compton marketer There's no arbitrary cutoff in this guides her rankings on the indi- ststem, which means that ABC fig- RATINGS SERVICES? vidual needs of each brand. For ures may tend to be more conserva- national distributors buying a lot im- tive than lists in which a whole A survey of more than 200 of spot. coverage areas are most county is credited to a station if a agencies probes the effect on portant. Compton extracts its own percentage of homes views the sta- admen of the five -week con- rankings for these, based on ARR. tion once -weekly. gressional hearings on broad- Metro area population is consid- "In making up a market rank- cast score -keepers. ered t.hen the product is interested ing." explains Sonken, "it's not fair in urban penetration. Miss fake to penaliie the stations by trying says her agency makes its own "mar- to !TEXT WEEK I:d SPONSOR eliminate duplication. In fact, it's ket areas" which are a composite of not even possible. For example, station coverage. "Any updated there's New Jersey overlap between coverage information from a repu- stations in New fork and Philadel- table firm is helpful," she suggests. phia, but you can't assign those individually. In assaying market McCann- Erickson uses a primary homes to either market alone, be- potential within this framework ranking based on tv homes in cov- cause their viewing is constantly B1iDO uses net weekly circulation erage areas of stations serving the changing." of the market's leading station market, as defined by ARIR. Again, (\\'hen ABC, like other net - based on a special tabulation by )lc( :alit has its own formulas works. gets clown to the case of a ARB. which are not released to reps and particular station in a particular J. \%'alter Thompson uses a rank- stations. Marketing and distribu- market, it does try to refine the fig- ing essentially based on total iv tion requirements play the para- ures to reduce duplication.) homes in counties credited to "the mount roles in the eventual selec- Agency tactics. Although there leading coverage station," using a tion of markets for given products. are only three important methods cutoff point of 50(';, or better night- NfcC :ant has clone a good Teal of ranking. major agencies have time weekly penetration. However, of trork ill developing compatible developed many variations on a county cannot be credited to a information for modern day com- these. market if it has already been cred- puters. It has been able for ex- 'Fed Bates uses a primary rank- ited to a market higher on the list. ample to examine ail the affiliates ing based on the total of average J \\'"l' cautions its buyers that of a network and define the homes quarter -hour homes reached for all "the method by which the list is which are dominant to each affili- stations in the market as reported constructed inevitably places in a ate; in effect an unduplicated list- by ARR. The data is updated disproportionately low position sev- ing %vhich may vary greatly from a Nearly. Metro area population eral markets with stations whose nettVork's own claim. Computer sometimes but infrequently is a fac- gross coverage is high but hi areas programing has also enabled Mc-

59 SPONSOR '15 APRIL 1963 Cann to pinpoint the advertising Yardsticks vary. Alter talking sa)s Mills. "With more sophisti- Weight in certain areas. with major agencies seoNsoR's find- cated methods available to guage " \\'e fund markets where we're ing are that as many rankings station coverage and circulation, 4-cuing spill -over from stations in "tools" exist as do clients and agencies are relying less and less of her markets" says Bob Coen. "A brands. This is confirmed by on the turban core as the govern- ,mall supplementary buy in these Ralph Sorensen, co- chairman of ing factor in assessing a market's markets will often give us more ad- the American Marketing Associa- value." vert king weight than we could con - tion's media committee in New "At least among the larger agen- trive by buying another, separate York. Sorensen reports that this cies published data play no part in market. \Ve can buy perhaps 30 situation is accepted as complete market ranking. Each agency's [me- of these spill -over markets for the normal: there has rarely if ever dia research department develops price of one medium -sited new been discussion by AMA members its own formula or formulae which market." On the relative merits of rankings, are then used to draw up the actual Coen says that new coverage because research specialists are lists." studies are the best value for sta- aware that no arbitrary list is work- Mills' conclusion is that market- tion's research money. Figures on able. and that different measure- ing realities for individual ac- retail sales and other economic ments are largely incompatible. counts, not market rankings, are data are probably best left to mar - Similar findings are reported by the prince consideration. Within keting specialists. leading rep firms who themselves the sane agency different measure- meet Young R Rubican has two pri- have questioned agencies on rank- ments are applied to the methods. M ills, associ- mary rankings. First is based on :n-- ing Kenneth needs of different accounts. trage quarter-hour homes reached ate research director of The Kati "Although coverage is the prin- for the market's leading station. Agency, conducted his own exhaus- cipal determinant of market rank- 11e Data is revised twice yearly. The sec- tive investigation last year. ing," says Mills, "there are in- ond ranking is based on an inter- found that metro area populations stances where marketing realities pretation of ARIL coverage studies. were of decreasing importance in dictate the inclusion of the market under a confidential formula. Sales the ranking of tv markets. In no because of the site of the urban and marketing goals arc vital cou- agency did the metro area play a core, in spite of the limited cover- sideration, with market rankings major role. age outside that core. Conversely ;developed by media research sub- "Some measure of coverage or a market Wright be bypassed in ject to "flexible" interpretation. reach is the principal yardstick," spite of substantial coverage be-

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SPONSOR 15 APRI. 1963 53 the availabdit) of seven important consumer groupings. "1-he tables Thomas W. Moore hiked show the average quarter-hour to ABC TV presidency asarilabilit ol: homes, amen, women, )ouug men, \(urtg ssomen, Thomas \\'. Moore, with .\1,(: teens and children during three -i'V since 1957 and %.p. in charge major time classifications. 01 20 NI:uch. the netwotk since Donald Quinn, director oI' na- 1962, has been elesatcd to the tional sales, sa)s "We. ate aware of presidency. Commenting ont the the increasing desire of computer- move, Leonard II. Go!denson, oriented agencies for more media head of the parent American data of reliable nature. Our rank- Broadcasting - Para mount Thca- ings are designed to meet the agen- aues, noted: cy half wa) in bridging this gap " \bore's background in every between the desire for information area -programing, sales, :nul as and the technical and budget limi- head of ABC TV, is one of tations of broadcast research." Ap- proven leadership and creatiw- plication of the tables, according to íts. His new position is .t ricltl) deserved promotion." research director Frank Boehm, Moore was appointed ABC "TV vice president in charge of sales "swill permit the selection of tv in 1957, and vice president of the network in charge of program- markets based upon the actual ing in 1938. number of customers available Toole entered is in 1952 as an account exec on the West Coast rather than on general circulation with CBS TV Film Sales, and moved to New York in 1956 as its data. For example, an advertiser general sales mnager. Moore was appointed ABC TV vice pres- seeking to reach young men and ident in charge of sales in 1957, and vice president of the network stones and oils able to afford in charge of programing in 1958. fringe time can select those markets which have the largest number of this group available during cause that coverage was considered ing is more and more on the basis fringe time and which might there- too widespread and hence too dif- of kinds of people reached rather fore he most responsive to his ad- ficult to merchandise. than total audience. At the sanie vert icing." ""There are, therefore, few set pat- time the development of comput- The free wheeling clays when a terns, even within a single agency. ers is making easier the use of such brash new client, such as Lestoil, Market lists are drawn up as information once it has been col- could revamp its distribution ac- guides. not absolutes." lected. It's no coincidence that the cording to tv coverage arcas, are Demographic data. In sroxsort's national sales division of RK() gone for good. This is a remark- inquiry a further complication ap- General recently invested a sub- able change in a comparatively peared in the desire of many agen- stantial amount of money in re- short time. Lcstoil's advertising di- cies for more demographic infor- search which can be programed to rector, Owen Carroll, says "we re- ¡nation. Total numbers of peo- machines. RK() has just released ly today more on the trade factors, ple are becoming less important to a series of ranking tables in which and we assume that adequate me- many national accounts; the buy- every U. S. tv market is ranked on dia coverage can be contrived sub- sequently. The basic considerations for us today are geographic areas, trade flow of merchandise, sales outlet coverage; the purely media considerations are second- ary."

FALL PROGRAMS (Continued from page 49) color plans for the fall. Why is the '63 -'61 season regarded with such high optimism? First, there is an abundance of uesw programs. Secondly, these programs are taking different program forms. `rte: a, !, Educational background Courtroom goings -on Thirdly, there's the entrance or Jason Evers will be starred in "Chan - Ben Ganara will be one of the stars rettn-n of such major personalities ning," a hest ARC TV Wednesday night in the new ".Arrest and 'Trial" stories as Danny Kaye, George C. Scott, series about life on a college campus to be presented Suhdaws over .IBC TV Judy Garland, Jerry Lewis, Phil

54 SPONSOR /15 APRii. 1963 iihvers. and several others. says, noting NBC: has some real "No individual 1Vh0 kuolcs his "sleepers." such "]tit potentials" as: ray about the broadcast world ( ;rinrll, a hall -hour allair in which The local store .vould say this is the year of west - Imogene Coca portrays a m rns, private eyes. quiz shows. Far mannered itinerant domestic who torn it." Dann maintained there [inch a new job each week; The knows the score All be more balanced programing l.ientritrntt, scheduled for Saturday. hail ever; in fact. "more exciting 7:30 to 8 :30 p.m. Opposite Jackie

1 Washington irrlgr:uu, than ever." says Dann of Gleason (CBS) ; dlr. Vovrak, a 60- These prominent minute drama series about a teach- :IIS. advertisers have been with us er in a big metropolitan high 1 Crucial for ABC. Agency execs report they think .\B(: 1vill be ill school; Harry's Girls, a half -hour comedy series centering around an its most nu( i;tl hour. so to speak, 12 YEARS OR MORE next season, because it is showing American vaudeville act touring the largest array of new attractions Europe; and the new 60- minute se- prime time. ries of original dramas 1sith play- in CHERNER MOTORS Said one: "When ABC decided wright ( :lifloul Odets as author and Boone as host not to do Leith movies. they made a editor, and Richard 16 YEARS and great gamble. Launching such a performer. number of new shows calls for con- The Boone series is a Mark ARCADE PONTIAC DEALERS Goodson -Bill Tolman production siderable courage. They deserve 15 YEARS credit for embarking on such an in association with N 11C, and filmed in Hollywood. (loth Chester and undertaking." Among the :ABC "1'\' PEOPLES DRUG STORES "'teorthwhile" and "potential hits" his boss. Mort Werner, vice presi- Madison Avenue viewers have seen dent, programs. are extraordinarily 12 YEARS 'ill pilot form are Arrest and Trial, bullish about this series, calling k One of the most stirring to appear 'The Travels and Jaimir .11cPhee- 010 trrs, and The Greatest Show on in many. years. "As dramatic enter- DC tainment it should be one of next ww 'Earth. Regarded by agency men with season's standouts," Werner de- WASHINGTON, D. C. 'considerable esteem are the follow - clares. "In the essential elements represented nationally by John Blair Co. iug tv programs on CBS: The Great of acting. Meriting, and production, Adventure, hour-long series of dra- it will offer as meaty and meaning- mas of American history. presented ful drama as television has ever 'jointly by CBS and the National presented and it gives support to 'Education Assn., produced by John the view that the medium's best .Houseman: the new Dainty Aaye drama years lie ahead." Shorn from 10 to 11 p.m. Wednes- ABC TV's giant strides. Many day: and Judy Garland in choice Madison Avenue program buyers Sunday time. think ABC TV is displaying great new decor, NiiC is banking heavily on the courage by not staying with the new appointments, Bob Hope package, one of the big - "tried and true" and feature filin new meeting and Igest (heals in tv history, calling for presentation, but going with a large conference space ... One year of tv appearance on Fri- flock of untested items. Observers 800 modern roams and days, 8:30 to 9:30 p.m. All told. say that the 'Tom \ loure and Julius suites completely there are some -18 productions in Barnathan operation will pay off. refurbished ... which the comedian appears. Five Says Moore of the '63 -'61 season: air -conditioning see him in his typical variety pres- the season ahead. I firmly be- "ln and TV .. entations, we are make and a sixth shows him in lieve going to our big- convenient municipal his regular is Christmas presentation gest advance. Our new product parking adjacent ... year ; (this upped to 90 minutes) fresh and far removed from carbon clase ta all downtown two find him in copy programing. represents full -hour dramatic It the business appointments ... 'productions. boldest, most daring challenge for a choice hotel in an Standouts at NBC. Though CBS leadership ever made." exce:;ent location is being described as the top dog in Actually. a vitamin -packed three - close by the rating picture for the upcoming network economy is essential to ad- "advertising row" season, there is little pessimism to vertisers if the '6I -'65 season is not be found in the corridors of NBC. to become a seller's field clay. Con- ALLERTQW "We think we have a group of en- sequently, a number of agency pro- HOTEL tries that are very strong and we'll gram buyers, including some of the 701 North Michigan Avenue do well," at Huron says Giraud Chester, vice biggest on Madison Avenue, are Home of the TIP TOP TAP president, program administration. rooting for ABC. In any event, it'll Visit the LAZY LION Telephone SU 7 -4200 "We are going for quality," he be an exciting fall. T1%X 311.22 12.0485

SPONSOR/15 APRIL 1963 55 SPONSOR -WEEK Advertisers & Agencies 1

whetlter at the beach, on a picnic. This is a tv ad . .. Color it green or out for a drive." Summing up. he toted: "1n 1962, our a (I vet. expenditures "Color tv. althot li ( \pensive, is lard advertises its cigarette branch tising especially useful (for idvertiscrs) on the shows of lack l'a:t', Ed Sul- readied record levels and, natural- for it offers built -in captes," accord- livan, Dick \'ant Dyke, and Joey ly. we reached more homes and ing to Torgau j. (:canner, president Bishop. more people than ever before. But the significant and chief executive officer of P. Cramer pointed out that surveys fact here is that the si /c of our audience outstripped Lorillard Co., discussing his c'otit- show that when sponsored stars de- the si /e of our expenditures and p:ny's advertising strategy at the liver the commercial messages in -dollar for dollar -we got more for our annual shareholders meeting. person. "the viewer's retention of money.... By the only yardstick lie noted that surveys show a tliat message is increased by 50" ;, " color commercial "is at least twice that really matters -sales -our ad- .kdding that sports programing is as effective as a message in black k vertising is effective." no longer a man's world, with audi- white. and our technicians aie able ences of both men and women big- to extract from a color filin nega- Head of 'top 50' agency ger than ever, he said Lorillard is tive a black k white positive Of presently placing greater emphasis finds video 'a bore' excellent duality. Thus. all of our than ever in this category. Kent and Newport commercials are The chairman of one of the top " \Ve booked currently being shot in color." have already the 50 advertising agencies, svltich last pre -Olympic trials this fall, the (:ranter said Lorillard is also rid- year placed some S8.2 million in tv ing the crest of two other major Winter Olympics from Austria. as billings, finds the medium "a bore." moves in tv-the emerging demand \yell as a full measure of golf, base- Edward H. Veils, of Edward N. for and dominance of programs fea- ball, football, bowling and general \ Veils R: Co.. Chicago, says: "Tv turing big -name performers, and sports programs on the three na- has been much criticised because it the surging popularity of sports tional tv networks." is bad -but it is not so much bad telecasts. Stressing that "we go where our as it is a bore." In the big -name category, the audiences are." Cramer said: "In ":end it is a bore precisely be- programs can be variety shows, dra- radio, for instance, we intensify our cause everyone is breaking his neck matic performances. or situation efforts all over the dial during the trying to anticipate public tastes, comedies. he said. but all are regu- summer simply because more of imitating last year's successes, and larly scheduled and all are built our customers, both current and po- trying to finch some 'scientific' form- around the personality and talents tential, are outdoors and on the ula that will please everybody of one star. ln this instance I oril- move. and sure to be listening in, everywhere -anal that succeeds in pleasing nobody for very long." "Consider the advertiser and his agency's pathetic reliance on tv polls," said Veins. " \Ve consider ourselves hard- headed realistic per- sons. but is it not the height of l'topian folly, of romanticism, of wishful thinking, to believe that these fractional polls can properly inform us about the inlluence and impact of our programing and our product Weiss added that "management -and this includes advertising agencies more often than not -is often run by group action in which there is too nitwit effort expended avoiding individual blame for any- i thing that might go ve'rong." Veils made his remarks at the 51st annual Sales and Distribution Seminar of the National Premium Sales Executives, Inc., at Chicago. Of his agency's total billings in 'Miss Beaux Arts 1963' lights up airwaves 1902. broadcasting accounted for Dee Simmons, Miss Beaux Arts 1963, receives 14 -karat gold tv set charm tram Alan B. Cowley, 51(, (310 , ssitlh all but ad manager, Artra Cosmetics, for being one of first Negro models to do video commercials. She million) is featured on "TV Gospel Time," sponsored by Schaefer beer via N. W. Ayer in 25 markets SI.8 million coming front t v.

-)G SPONSOR/15 APRIt. 1963 Dodge tunes in to radio ings Bank of l't ica (N. Y.), x1,1 Farquhar & Co. Dodge, 'ia BB1)O, is expanding jlist added to the ATIT staff as 1963 national media coverage in its sec- a producer of tv commercials and ond quarter to include network and feature filins is Charles Adams, Sunda) sup- edition off local spot radio and 'lit, produced Shaw's "The Apple- ',lemons, in addition to continuing cart" starring Maurice Evans, and first -quarter tv mix of its record has served as a director for such the press! network spots and fringe minutes in tv shows as Robert Montgomery leading sales markets this month. Presents, Inside Detective, and The The build -up involves (lights Of Ii'orld of Art. He has also been SPONSOR'S 65 for Mac. spot radio in markets with Ruthraull & Ryan as an ac- together with weekend network count exec for Auto -Lite and I)e- 5 -CITY TV RADIO spots adjacent to news and sports. Soto cars. DIRECTORY Using the familiar "Accentuate the Positive" jingle to highlight the Dcxlgc dependability theme, new AAW Europe trek une- minute radio and tv commer- "How to Sell in World Markets" cials 1611 stress current sales suc- is the theme of this tear's Interna- cess. Dodge car sales since introduc- tional Advertising Assn. 1\'orld t;on of the 1963 models have in- Congress in Stockholm in \lay, creased 6.1`x;, over the same period %rhich members of the Advertising last year, the company reports. Ass'n of the west wiII attend while

on a European tour. 1963 Edition Revlon re- leaves NC &K Highlights of the trek include a tour behind the Iron Curtain into New York .\ "basic difference of opinion" East Berlin. a reception by officials Chicago I prompted Revlon, Inc. to pull sonic of the Compton European Market Detroit S5 million in billings out of Nor- headquarters in Brussels and a spe- Los Angeles man, Craig & Kummel for the sec- cial briefing at NATO headquar- ond time in less than a decade. San Francisco ters in I'an'is. Products involved include Living The travelers will be welcomed Curl, l e Make-1 p, Touch & at a reception Glow, Lipstick, Nail Enamel, and to Europe London attended by members of the British a Satin Set. Advertising . \ssn. '1-he tour is avail- NC/2:K had been a Revlon agen- AAW members as a pack- cy for eight years prior to 1956 and able to rejoined the cosmetic firm's agency age for $895. including air trans- stable in late 1961. Other Revlon portation via SAS. Arrangements being handled tbru Peter W. agencies are Warwick & Legler and are Grey. Skov Travel. Los Angeles. Several agencies are bidding for . . just about every the account. Philip Morris expands need The acquisition of (:lark Broth- 'phone number you 1,000 agencies on tap ers (mewing Gum, Pittsburgh, leads in these five big cities a list of upbeat developments re- in SPONSOR'S for ATU spot news aid vealed to stockholders of Philip is AT1T Productions, producer of Morris by president .Joseph F. Cull- 5 -CITY TV / RADIO "s)ndiyidual" filmed commercials man III in Richmond last week. DIRECTORY. for tv, is providing some 1,000 ad- This latest prove marks new terri- vertising agencies in the U. S. with tory for the tobacco firm, which Networks, groups, reps, agencies, a new monthly Spot News Bulletin, lias latch been extending itself in advertisers. Film, tape, music and which contains tidbits. articles, the shaving products area. news services. Research and promo- witticisms, criticisms, and com- Cullman predicted "modest in- tion. Trade associations (and even ments concerning the tv and agen- creases" in both sales and earnings trade publications). cy field from first of 1963 over top industry execu- in the quarter All in the convenient pocket -size . tives throughout the country. Edi- last year's earnings of $1,880,00(1 for only $.50 per copy; 10 copies, $.35 tor is : \lliot Arluck of ATU's head - and first quarter sales of SI28,620,- each; 50 copies, $.25 each. quarters in New York. 000. There is an indicated industry ATLT, meanwhile, has closed gain in unit sales of 20;, or better deals with banks in two additional for the January -\[arch period, SPONSOR areas for its Friendly Banker series based on state tax figures. Produc- of commercials. They are The State tion of cigarettes reached a new SERVICES Bank of Jacksonville, through New - record level in 1962, according to in in -Lynde Associates, and the Say- the Department of Agriculture, and 555 Fifth Avenue, N. Y. 17 i SPONSOR/15 PM. 1963 SPONSOR -WEEK Advertisers & Agencies

. The Carpet \i :umlaut tiring Co..

Ltd., to Benton & Bowles, Ltd.. , E. F. Hutton to \i(Cann- \Iarsch:tlk for major Dart of its advertising and public relations . . . \ n e-Cour pass Fair, builder of theatre- restau- rant- pavillion to be operated at the New York \Vorld's Fair, to 881)0. 'the 2.100 -seat theatre will present a musical based Ott IOU sears of .lntericau musical coined). with George Schaefer, producer -director

of Hallmark Hall of Faine, as pro - ducer- director ... Freeman Indus- tries and Lee-Colbert to Bruck k Lurie ... I'luuucne, Inc., importers and distributors of Danish meats and cheeses, to ( :restwo xl Adver-

tising and Public Relations . . .

Honda advertising in the 1 Tnited Kingdont to Kenyon &-. Eckhardt, Ltd.... Blue Gross and blue Shield hospital and medical care plans in Salada bags Carson for spots of iced tea the Rochester area to The Rumrill Johnny Carson tests new Salada Iced Tea Mix with Salada advertising manager Jack Colpitts in preparation for a campaign to run on his NBC "Tonight" show starting 27 May. With the promo Co. also slated for Arthur Godfrey's daytime program on CBS Radio, plus 240 newspapers, Colpitts predicts more than 90 million Americans will see, hear, or read about it. Tea mix is in á foil Strategy note: Adoption of the pouch with lemon and sugar for a pitcherfull. Campaign will run for five months, Colpitt says sports posture in tv advertising. according to Goodyear Tire k Rub- 9cr ber ad director John P. Kelley, is is expected to pick up about 0 and Women. Students are given in 19(3. the opportunity to meet some of related to three important facts: men buy tires: they are 85v, of the Discussing new Philip Morris the ad w'orld's leading personalities tire market's purchasers: they are products, Cullman predicted na- and to tow- the facilities of many the same percentage of tv sports tional distribution shortly for Pax- of the top advertisers and agencies. viewers. Goodyear, via VOL, just ton. king size menthol filter ciga- About 25 organizations are sup- added the College All -Star football rette introduced early this year in porting the event and some 10 in August to its sports look Fresno and Tulsa, and Saratoga, teachers will accompany the stu- game and has three important golf tourn- which bowed in Hartford and Sac- dents at a series of conferences, ament telecasts on its co- sponsor- ramento. Both brands are pack- tours, luncheons, and receptions. ship schedule Tournament of aged in a Humiflex plastic package. -the Grass Roots Champions, 5 May: U. S. Open. 22 .Activity on the non -smoking side June: and the P.G.A. Champion- of l' \I's operation: American Safety \Vhirpool Corp. will spend sorte ship, 20 -21 July. Razor, acquired in February 1963, SIO million for advertising and introduced its Personna stainless sales promotion activities in 1963, l'abst's profit picture: Sales in bar- steel double edge blades in New witlt about half going into conunis- rels for the first quarter Of 1963 York and New England and its l'al sionable media via agencies KCE, 200,', ahead of the saine stainless steel injector blades in Chicago, and Neteelu Advertising. are running 1962 quarter and January and Feb - Southern California. PM also ac- St. Joseph. Mich. show increased profits. quired Burina -Vita Co. in this first This represents an increase of ruary should President James C. Windham pre- Tinter. nearly 30 ";, in connnissionable ad- dicts that rising demand for Pabst vertising, with network tv and local may in shortages this sum- newspapers the major gainers. Bulk result Open House on Mad. Ave. mer at the wholesale level in some of the tv appropriation is scheduled markets. On the subject of "expen- Seventy -five of the country's top for Walt Disney's Wonderful World packaging innovations sweep- advertising and marketing college of Color (NBC TV) but \Vhirpool sive" ing the brewery field, \ \'inclham seniors arrived in New York yester- also bought into the i)ick Powell chi% said that Pabst management is tak- for the 13th annual "inside .Show. Advertising Week," sponsored by ing a "conservative view ... con- The Advertising Club of New York Agency appointments: Craig Red- tinuing to watch the situation care- and the Assn. of Advertising Men den Productions, to Ball Associates fully."

58 SPONSOR/1:1 .krRir 1963 New quarters: Milburn McCarthy the most effective use (il a musical ber, were elected to the executive Associates moved to the new Pan thence in ads of non -musical prod. committee for one year and then ,.\m Building, 200 Park Ave., New tats, services. or causes ... Gutman will serve as vice presidents. York 17. last week, Phone number Advertising Agency of Wheeling is MI' 7 -7777. walked away tvitlt eight first place Tab Poll: It's not a frog! It's a new advertising awards at the eighth market research apparatus for use Looking forward u>: The 93rd Con- anneal banquet of the Ohio Valley in all types of surveys from product vention of the Society of Motion :Advertising Club . . . The New testing and packaging to political Picture and Television Engineers, York .\rt Directors Club accorded candidates or issues. Electrically '22-25 April at The Tr:tymore in ;At- Sadler R Hennessey five winning operated. the unit has a top frame in -12nd lantic City. A variety of new high - entries the clubs Annual for placement of survey outlines :;peed photo instrumentation cle- Art Exhibition. Represented in and reason for survey. Face panel the winner's circle are ads for is simplified r ices will be shown ... The Annual for question area and Convention of the Advertising Fed- I.ightolier, Callaway \f ills. CBS adjacent push button selectors for Manufactur- eration of America in Atlanta. 1f>- Radio, and Air- equipt inunediate reaction surveys. ITnit I9 June. The fifth annual awards ing. These design pieces will be on provides tallied results to questions ifor public service to advertising display at the Pepsi -Cola Art Gal- at ally tinte desired. The Tab Poll will be presented there. Nomina- lery, 500 Park Avenue. from 29 people are at 23 Claremont Road, 13 May tions are being invited by the Na- April through ... John F. Kenmore 17, New York. Bonsib, Of tional Selection Committee and all president Bonsib of Ft. Wayne, elected Governor- of Sixth nomination, postmarked not later PEOPLE ON THE MOVE district of the :\F.\, succeeding than 2.1 May will be eligible. They John Zrybko to of Frank NI. Baker, vice controller The ;should be sent to AF.\ Headquar- president of Schwenck Runtrill Company. ters. 655 Madison Ave.. New York Grant, k Baker, Chica- go Edwin H. Sonnecken, direc- Owen J. Carroll to director of mar- i21. ... tor of corporate planning and re- keting for Lestoil Products, replacing Edward J. Fredericks, re- Kudos: L. Berkley Davis, ' ice presi- search. Good)ear Tire R Rubber, signed his own dent of General Electric and gen- elected to the executive committee to establish business. eral manager of its electronic com- of American Marketing Assn., for William R. Dean to premium sales ponents division, was chosen for one year, then to the presidency be- manager of American \( achine R EI:\'s highest award, the EL1 ginning I July 1961. Six other mem- Foundry. Medal of Honor. Presentation will be made 19 June at an annual award dinner during the associa- (tions 39th annual convention in Chicago ... John Hall, executive (vice president of Louis Benito Ad- ertising :Agency, Tampa, named Advertising Man of the Year by Pampa Advertising Club ... West (:oast ad man Hal Stebbins gained laurels when Alpha Delta Sigma, national professional ad fraternity, presented hint with its Benjamin Franklin Citation ... The St. Louis Council of the'lA's elected John C. Macheca, vice president, D'Arcy. as chairman; David P. Ferris, vice president. Gardner. as vice chair- I man; Frank Block, president, Frank Block Associates, secretary-treasurer; and William L. Sandborn, waga- tv...first in total homes president. \Vinius -Brandon. to fill unexpired term of the late Enno daytime...prime time...overall! \Vinius ... The 1962 Advertising \ wards Competition Dec. '62 Nielsen tan. '63 ARB -Mar. '63 ARB WAGA-TV 1st sponsored by Daytime and overall ... 2nd Prime Time The American Music Conference. Chicago, resulted in a tie for first j )lace between Shell, for an ad featuring a little girl plucking a gui- tar (KRE) , and Polaroid, for its ad featuring a little girl playing her Is I'ORI_;h danta trumpet outdoors (Doyle Dane RRI111X_ISlI.SG CQI1RlA't' Uernbach). Awards are made for waga -tv r'! SPONSOR '15 APRIL 1963 SPONSOR -WEEK Advertisers & Agencies

Robert \I. Curtis to the a(cuutlt trove stall of the Seattle ()tee of ern division 01 Olin \latlliesult service group 01 Fuller ,\ Smith I` Pacific National .\dycrtising Agen- Chemical On p. Ross as vice president and account (v. David Malcolm Brush tu treasurer suite! visor. Richard L. Cullen, assistant pub- of General Foods, replacing Herb, Gerald II. Bruce, vice president lisher oI Ladies' !loth(' journal, to ert R. Hastings who retires. and (lite( for of marketing for Cole, Leu Burnett in nti(l- . \lri1 as seniol Frank E. Guirc tu vice president Fischer ,k Rogow .\dyertising, re- exe( tItive ill client services divi- for Northern California actiyitíe\ signed. cilcctive 13 .\prit. sion. uI Chapman 5 Productions. Eric l'omerauce named east c oast Paul L. Faber to (litcctor of adver- Nat Gold to Mary Davis .\gellcs- sales Gerald representative for tising of (; \'A ( ;o., that keter ul as bead u1 ty and radio conuner, Sc flintier Productions. Routa and (;resta Blanca wines. sial dept intent. moving hum Horace G. Lippincott to cup de- Buxton P. Lowry to Fuller & Snlith Lauren Finger .\gen(v. \taking the partment of N. W.. \ter. ,& Ross, Los . \ngeles, as copywriter. switch with Gold are clients Sebas. James O. \'und promoted to iter- Andrew Purcell, formerly media di- tían (sabot, Ken Toby, Rod Bell ( handising manager lot R(:.\ rector oI McCann- \larsch :lk, Mi- and others. \\'Itirlpool air conditioners. ami, to McCann- Erickson, Chicago, %Vililant Brennan, assistant to i.ew, F. Strother Cary, Jr., vice chairman as rllcclia supetyiun'. His successor is 'l'i(terton, director ul radio & tv of the exec utiv'e conunittee of Leo in Miami is Dorothea }lazelton. programing at Compton, assumed added responsibilities of depart, ment manager formerly held by. *NI oh Bertrand \iullig:ni v%ho has le. '40.4 ¡. signed.

ta. - ..41, John Luick to marketing vice pres- x ident and a(c otutt supervisor ul Ir ia 1,1 Earle Ludgin. it'', Dwight l'ohtnbactl, creative direr, .'XA tor oI Knox Reeves, to agency's *t.l'r`r + i- _^.,4141, bond of d five tols. Ronald A. Rogers to broadcast (le- 4*_.r1a. pattillent of Rogers k Smith as +' r' "' vcri ter-1)11)(1(o er. !4.i. Robert T. Richardson to head of . R i`, creative services for \'ail l'raag dyi't1!,4... Productions. . s `- Alfred Christie, former director of R. personnel administration of Gener- al Foods, to Hoyt k Roberts as vice e. president of the firm's newly devel- her- oped executive finding services for 'Noisiest potato chips in the world' than This Laura Scudder's Potato Chip commercial won a first prize at the Third Annual International industries other advertising Broadcasting Awards in Hollywood. It features a fictional Laura Scudder who develops a chip :nul public relations. so crispy fresh that the sound of one crunch brings down the house. Produced by Doyle Dane I)arryl Tut,geon rejoins Inox Bernbach, this year's commercials include the prizewinner in addition to several new ones Reeves- Fitigerald, New Orleans. creative force after a levy years with Burnett, elected treasurer, an added Dale Kreachbaum tu Gutman Ad- Leo Burnett. Chicago. post. vertising, Wheel Mg. Edward B. Ittgeman to account ex- Daniel I. Knight to George H. Neale H. Oliver to Potts-Wood- ecutive with (;lay Stephenson .1s- Hartman as director of broach ast r° bur v as vice president in charge of sociates. services, a new post. :u count development. Max H. Leavenworth to manager

Richard L. Mutsu», a count exec- of 1)1 ¡I 1.: et research Dow Cori, Manning \I. Exton to general man- for utive, .und John R. \lurt-ay, inl;..5 icceeding Robert Sprin;mier, ager of I)ownv Hake Foods diVis'on senior .nt director, to vice presi- recently promoted to (ontoller. ul 1;(:.\ Food Industries. dents of Doher1 , Clifford, Steer. Z Arma S. \Wier to chairman of the tihenfield. Gene O. IJartnett to wholesale ac- directing board and \Valter R. counts Harr% R. Levin to director of ad- manager for Prestolíte ie- \tisser to president anti chief exe- placenlent sales. vertising and sales promotion, l'cnn cutive officer of Wyler & Co.. díß; - Fruit Co. Edmund I'. Doles to sales promo- sion of Borden. Neisser also named %Villiant Shela to the accotult tion man.-get of \\'lithe te -\\'c;!- a vice president of Borden Foods.

f ìt) S'C?:F01 :vrtot. 1963 SPONSOR -WEEK Networks

mates reveal that the program al- Kildare an operator with 49'ers most as popular with the over 49ers was The Defenders. The show appeared third for that age- group Though Ben Casey is still the During an average telecast over a and third in overall female view- woman's favorite doctor, two -week period (15-28 February) , American ing. Dick Powell was fourth, and 49 are more at home an estimated 19 Million women lensales over Lassie, fifth. to fig - watched Ben Casey, and 1)r. Kil- with I)r. Kildare, according An analysis of the figures fails to dare attracted more than 18 million tires compiled by the American Re- turn up any one network as the search Bureau by breaking down -ranking first with the fairer sex women's appeal network. The dis- the top ten prime Cone dramatic in the over -19 group. But the rest taff dial turners seem to favor NBC shows by adult female groups, using of the female population (i8 -29, and CBS shows equally, each net- ,audience composition estimates 30 -39, -10 -49) placed Ben Casey first. work having four of the females' from the February National. ARB's February National esti- favorites in the top ten.

Estimated female viewers by age groups*

Total Adult Rank Network Program 18 -29 30 -39 40 -49 Over 49 Fcmalcs

1 ABC Ben Casey 4,275,480 5,247,180 4,664,160 5,635,860 19,822,680

2 NBC f?r. Kildare 3,725,400 3,725,400 3,911,670 6,705,720 18.068,190

3 CBS Defenders 2,590,460 2,438,080 3,504,740 5,028,540 13,561,820

4 NBC Dick Powell 3.347,040 2,928,660 3,068,120 4,183,800 13,527,620

5 CBS Lassie 2,430,900 3,079,140 2,592,960 4,537,680 12,640,680

6 CBS Nurses 2,747,350 2,986,250 2,747,350 3,464,050 11,945,000

7 NBC Eleventh Hour 2,905,440 3,147,560 2,542,260 3,268,620 11,863,880

8 NBC Empire 2,361,180 1,642,560 2,155,860 3,387,780 9,547,380

9 ABC Going My Way 1,515,750 1,919,950 2,425,200 3,637,800 9,498,100

10 CBS Loretta Young 1,789,830 1,960,290 1,789,830 2.386,440 7,926,390

Prime time firne, al d, ama slums) 15-28 February 1985

`Common market' seen duced abroad to American tv au- network has also sold a new half - diences. "New techniques, fresh hour prime -time news program fea- for video programing story ideas and viewpoints might turing Chet Huntley and David A kind of "common market" lend a virile and constructive in- Brinkley to four sponsors for a 9 concept of tv programing may be fluence to American tv program- September bow. in the making, as advertisers, agen- ing, and a type of 'common market' Bankrolling the golf special, to cies, and audience continue to find might easily develop." Graham be aired from the Desert Inn Coun- favor with productions created in said. try Club in Las Vegas, will be Good- ¡Europe and other parts of the A primary move to attain this year Tire R Rubber, via Young & iworld, reports George A. Graham. goal, he added, Ivnuld be increased Rubicans, and Wilson Sporting v.p. in charge of the NBC En- 1.T. S. aid and guidance to Overseas Goods, through Campbell- \fithun. terprises Diísion. producers, enabling them to gain The new Hartley- Brinkle»' Re- a He said this direction was fore - more thorough understanding of port will replace the duo's 15 -min- çast during a week of intensive American tastes and preferences. ute evening news show which has (study of overseas tv markets held been a five- a- weeker since 29 Octo- in New fork and Hollywood by Sponsors set for NBC ber 1956. To be "a news program and seven NBC executives here golf spec, news series all the way through," it %till be Meld representatives of NBC inter- sponsored by Reynolds Tobacco, national. f wo major advertisers have via William Esty: American Home Predicted was the ultimate con - signed as co- sponsors of NBC TV's Products, Ted Bates: American Ilversion of the U. S.- to-overseas lrro- 90- minute colorcast of the Ilth an- Chicle. Bates: and Alcoa, Fuller bram pattern to a recriprocal plan nual Tournament of Champions Smith C Ross. that would bring programs pro- golf classic climax 5 May, vus the \ie:uitt'hile sponsors of three

SPONSOR 15 APRU. 1963 61 j SPONSOR -WEEK Networks

NB(. News is programs have been director) Barn Shear says the pro- Mg its immediate requirements.,, cited by the Saturday Review in the gram will feature oll -beat showcas- Programing notes: NBC News ex- magazine's 11111 annual Awards for ing of more than 511 musical head- ecutive vice president \Villiant R. Distinguished Advertising in the liners. Segments gill be taped out McAndrew announced that nine full -hour Public Interest. They are Bristol - 01 sequence. a large number of specials are in the works i\lyers, for an .V/IC While Paper on them on location, and Shear said for next season covering such di- "The Battle of Newburgh ": Gull this season's skein will introduce a verse subjects as private art collections, a train journey Oil, runner up for The Tunnel: new method oI integrating ani- through the Iron Curtain, and the life and cul- and Douglas Fir Plywood As.su. aml mated subject mater with live per- tut-e of modern India ... Carlomties, Pittsburgh Plate Glass jointly, for formers. a new Saturday morning enter- i)arvd Brinkley's Journal. tainment series featuring ixnt -195S Looking forward to: James C. f lag - cartoons new to network crty, ABC 'ice president in charge ty and starring puppeteer Ford takes summer ride of news, special events, and public and ventrilo- quist Paul \ \'inchell as host, de- affairs, will be chief speaker at a Ford vehicles, via J. Walter buted 6 ,\inil on ABC T\' (II- joint !mutton] Of the Ad Club of Thompson, will again sponsor Thr 11:30 a.m.) , sponsored by Mattel Boston and the Broadcasting Ex- Lively Ones on NBC TV as a sum- (Carson/Roberts) and General ecutives Club of New England at mer replacement for eight weeks, Foods (Benton k Bowles) . 12:31) P.M. on , beginning 25 July. The half-hour 23 \pril in the Georgian Room color program will replace the va- of the Statler -Flil- PEOPLE ON THE MOVE ton Hotel. Boston. cationing Hazel, which returns for Stephen White named manager, its third season in color 19 Septem- special features, for NBC Radio. Financial ber. report: NBC Radio sales so lar this year are running 101/., °;, Negotiations under way for Kudos: Two awards by the Type are oser the first half of 1962, itself a Vic 1)amone to return as regular Directors Club for typographic ex- ' record breaker. Since the first of singing star and host, and producer- cellencc and design were presented April. $2.1 million of new and re- .John Graham, art director, adver- newal business has been written. tising department of NBC. One is Since 1 January, S-1.3 trillion in for "Twenty to Build On," an in- sales hase been macle to 35 adset- stitutional book on 20 of the net - tisers, 21 of tvhich arc repeat ad- work's award-winning programs of vertisers. the '61 -62 season and the other is for an ad which appeared in the 3 November 1962 issue of "The New NBC comes to aid of etv Yorker" titled "No Holiday for NBC took a generous step last Stringers" Which dealt with NBC week to help New York City's new coverage of the 1962 elections .. . and financially shaky educational Justice, an NBC Radio series, station stave off possible bank - honored with a citation from U. S. ruptcy. The NBC board of direc- Supreme Court Justice Toni C. tors approved) a contribution of Clark on behalf of the Federal Bar 5100,000 to \VND"I' in response to Assn . . . NB(: board chairman the station's plea for assistance. Robert W. Sarnoff gets a special Allan hour NBC: had previously contributed award from the National Council S250,000 as had CBS which helped of Catholic Men in recognition of staffs your station in the purchase of the station l'or NBC's "33 years of creative leader- conversion to :tit educational facil- ship and cooperation in religious broadcasting" at a presentation tot - with I M ity. Said board chairman Robert Sarnoll: " \Ve recognise the prob- night at Washington's Preview lems fated by \ \'ND"Iin develop- Theater of the \lotion Picture SIMPLIMATION ing an operation which can help re- Assn. of America ... The annual ABC Radio -sponsored 1'. Get the details! Find the way to bigger lies e the shortage of teaching facil- Edward ities and assist etlticational otgan- Morgan Essay Contest drew high audiences, lower costs, higher profits with iiations, while providing a special- praise from Vice President Lyndon unparalleled flexibility and consistently ised service to viewers in the com- B. Johnson and other government better sound. Write for free folder, "The munity. Although ultimately we officials including Senate Majority Sound of Money." believe the station must rely on Leader Mike \fansfreld those sources for its financial sup- whose congratulatory statements I G M SIMPLIMATION port, the NBC contribution was before Congress have been printed P. 0. Box 943, Bellingham, Washington. granted to assist the station in meet- in the Congressional Record.

62 SPONSOR '15 APRIL. 1963 SPONSOR -WEEK Stations and Syndication

Tatman banks its ad wad the idea of teaming two syndicated Historically speaking series da brand new film produc- Today (15) marks the I2nd on three more years of fm tion is "revolutionary, as this is birthday of 'VSl'I). Toledo, and ten largest probably the first tinte that two One of the nation's seems ideal time for a little shows have been so completely, the savings and loan associations and nostalgia regarding the birth of compatible as to stake a back -to- the second largest in Chicago, Tal- the busi- back arrangement feasible." one of the bulwarks of man Federal Savings and Loan ness, Storer Broadcasting. been reaping lots of new Assn. has It was a case, most rare tcxlay, of savers as a result of its sponsorship ABC TV affils elect board :t sponsor being so pleased with the of a 6-8:3(1 a.m. program on Mike Shapiro, general manager results of his radio campaign he \VF\1"I'. Chicago. Behind the early - of \\'FA.\- I -\', Dallas, has been bought the station. The icalous ad- morning show since 1956, the bank elected chairman of the board of vertiser was Fort Industry Oil Co. bas just renewed for three more governors of the ABC T\' Affiliates of Toledo and the station was years with the Fine Arts Station, Assn. and Thomas P. Chistnan, \\'T.\L, which had started out as a one of the longest contracts in president and general manager of iO- scatter, broadcasting from a broadcast history-. XVVEC -TV. Norfolk, reelected vice storeroom in the old Navarre Hotel According to Jonathan Pugh, ex- chairman. in 1921. The gasoline trade nanne president of Tatman, a ecutive vice The group gathered during the was "Speedene," which became the which raised bank assets success Chicago NAB convention to elect call letters of the station in 1928 - from SIfiO million to 5375 million its leaders for the coining year. Her- \VSI'D -and the parent company, 1956 is "a result of since the high bert Callan, general manager of became Fort industry Co.. which quality of audience attracted by \VJZ-TV, Baltimore, a new member became Storer Broadcasting Co. in the station's unique overall policies of the board, was elected secretary: 195 "_. and \VF\IZ "s handling of excellent Martin Um:rnsky. vice president, the commercial material." Tillman general manager of KAKE-T\'. uses only four commercials New rep firm accelerates during Wichita, was reelected treasurer. each two -and -a -half -hour program. Other new members elected to pitch to automotives "We don't want to wear out our the board: Joseph L. Brechner, Edwin R. (Dick) Peterson, Jr., welcome," said Pugh. president. \WFTV, Orlando: Joseph hopes to spark additional national broadcasts The station, which F. Hladky. president, KCRGTV. spot activity on the part of auto- more than 100 of its 135 hours of Cedar Rapids. Hladky tuas a former motives and their by- products for fine arts programing each week in board chairman. the medium -siic radio markets. To multiplex stereo, reports 1963 bill - ings thus far are the highest in its

I I -year history.

4 Star 2 -horse parlay mounts new hr. block Advertisers seeking to place their sponsorship on the line for more hour syndication properties are being touted by Four Star Distri- bution Corp. for a new two -horse i parlay -the teaming of the half- hour Rifleman and Dick Powell's 1 Zane Grey Theatre as a one -hour Western block. Rifleman star Chuck Connors is urrently at stork at Four Star's Hollywood studios, filming intro- ductions and bridges which will make the parlay possible. The proj- iect calls for Connors to film a number of intros to the "western hour" land bridges leading from Zane ,Grey into Rifleman and vice -versa

$ -so that either can follow the other. Rocket ship carriers ITC to 3rd web slot Independent Television Corp.'s latest sale for network airing is its new half -hour "Fireball X15," Firestone, vice president - which this fall will join "Espionage" and "Fury" as ITC series on NBC. The series consists of ! generaLen l manager of Four Star, said 39 segments of science fiction in 21st Century, filmed in the new Super Marionation process

SPONSOR/15 APRIL 1963 63 SPONSOR -WEEK Stations and Syndication ac contplish titis. Peterson has signed Savannah Sugar sweet things on the sales side there are np sonie 500 affiliated stations booming. Over 175 individual on new syndie show c across the cnntr) and is set to sales deals during the first quarter, ' make his march on the Detroit "Flic first ad\crtiscr to make a including the N. \R convention pe- giants as president of Automotive multi-market bu) on United Artists riod, added .$2.7 million in new Radio (Troup, Inc. (.-\R(;). 'l'eley ision's new The Lee Marvin business to the till. Leaders were Although some .\R(; affiliates are .S /roc' for hall debut, Savannah Sug- The Anti Solhern Show, Bal Mas- Ivithin the top 30 markets. the ar will sponsor the show through- terson, :und The Aquanauts, won') Iras sought stations on the out its live -state marketing area. TvB taps top salesmen congratulations to the five win- ners of TvB's "Outstanding Sales- men" competition. 'Ile Wren and the spec iftc sales for which they were cited: Bob Saracen, \WGAN -T \', Port- land, \ledallion Ilonte's building contractors; Bob Walton, \\'RBL- T \', Columbus, Ga., \letcalf's Clothing Store; Bill Kelley', KDK, \- T\', Pittsburgh, Pittsburgh Nation- al Rank; 1)el Greenwood, KOA -T\', Denver, Ridgewood Itealt)'; Dick Janie k, I< "I' "l' \', I,os Angeles, Lib - erty Records.

WINS billings up 50% First quarter business at \VINS, New York, accounted for the largest '()fuite for Jan cary- \larch in the history of the station as well as the largest percentage increase in volume ever, according to sales manager Arthur Harrison. \ 50c';, gain over the first quarter of I962 does not include additional billings resulting from the New York newspaper strike. (For further news on \\'INS, sur picture story on page 12.)

The joke's on Gainesville Gainesville radio fans are still red in the face for having NBC gets a lift in Washington slightly an Fool's Three attractive WRC -TV staffers help boost the new NBC logo in place on the $4.5- million fallen so hard for April headquarters of NBC in Washington, D. C., the first station built from the ground up for color Day prank engineered by \WGGC (1958). Helping beautify the edifice are (1 -r) Helen Murphey, Lynda Van Nort, and Leanne Hull genera I manager W. E. \linshall. .\ story in the 31 March local paper announced that \linshall had basis of their market suc between Major cities involved are Atlan- fired the entire regular stall of an- 30 and 300 in ranking. .\12G may ta, (,reenshoro, Winston-Salem. (o- nouncers, d.j.'s and ne\ysnten and be had as a single buy of 25 mar- lumbia, S. (i., charlotte, Greenvilic- that the station would carry on kets or more and only a single con- \\'ashington, and Johnson City- frith a new stall. 1 o confirm it, tract is required. Uniform individ- Bristol. Savannah is also expcc tcd each member signed off for good ual station affidavits of perfornt- to purchase two additional mar- over the weekend and with such uu c are supplied. kets. The sale brings total markets authenticity that the station's

. \R(; is located in the middle of to 67 on the drama- actuality show. phones were ringing constantly as its main target area at 2338 Dintc \Word from l ?, \- "1- \ 's re -run sub- irate listeners called to c ontplain. Building, Detroit. sidiary, l:conomee, indicates that Who ran the city on I April isn't

6 I S'NE02 -15 At'Rll. 1963 dear, but 1 \'(.G(: had the most uteltial is stations in the l'.S. deal- there's a less sciions suie which in, distinguished lineup of d.j.'s and ing with a significant issue in the tludes dinner at Scandia's, a tour newsmen around. Civic and busi- station's community. of the Walt Disney Studios and ness leaders and representatives Finalists are: \\'B.AI.- l'\'. italti- Disneyland and a visit to ABC ' 's's Dori; comm.: Irom all walks ol life billed them- mure. for The \WCBS- Television City. selves and took to the airwaves. '1-\', New fork. for Super/it/ow Some new -born stars: funeral di- l'ra /)/r: KING-T'. Seattle, for Sus- Jolly good felows:.A one-drink-a_ rector "Dapper Dick Williams," pect: AVKY -T\', Oklahoma City, for year group, the ABC films alumni clothing store owner "Bobbin' Rob- Time's ,11rtu; \WBB \1 -'I \', Chicago. :Assn. got together at the NAB Con - "Ivy League for The il'rtslr'd )'ears: KR'I \', bins," tax collector vention for its sole meeting of the- Bill O in a h a , for O perat ion .SOS: 'Hillbilly." "Newsman Wild year and elected its officers. George. secretary of the KNX"I', Los .Angeles. foi' Burden of \fitcltell," executive T. Shupe' t, presently 20t h Cent rs. of Conmmcrne, read a tele- .S /tutu; and \V( ::\t'-"1T \', Philadel- Chamber Fox yic e president. will helm the in Washington phia, for Conformity. gram from "jF'KK" group as president until the next that Minshall reconsider his asking meeting -at next year's \.\B con- decision to lire the old staff "thus Syndication vention. adding to the unemployment problem." That's hospitality: An all- expense week -end for two in Los .Angeles. Sales: The Rifleman has rat ked up hosted by Leslie Nielsen, star of X525,000 in sales during its first 8 vie for station Emmy The New Breed, fell to "Tom E. two weeks in oil- network sy min a- Entries from eight tv stations Gibbens. president and general lion. says Four Star Distribution. have been chosen Iron) 60 aspirants manager of \\'AFB -T \', Baton l'ace was set with sales to Ií.1 I.A, his finalists to compete for a ''sta- Rouge. Gibbens' name was chosen Los .Angeles. KT\'I, St. Louis, tion award" Emmy this year. the from among hundreds that entered KPIX, San Francisco, \VI).AF, Kan- first time such a category has been the drawing in .ABC Films' hospi- sis City, and \WOC, Davenport ... ,,et up by the Academy of TV .Arts tality suite during the NAB con- .Ali(: Filins sold 36 hour episodes !and Sciences. Final judging will be vention in Chicago. On tap are of The New Breed to the \ let ro by Burton Benjamin, (hail man of tours of the metropolitan squad of politan Broadcasting h stations, the Station Award Committee, and the Los Angeles Police Depart- launching it for general distribu- BC's Ben Grauer. ment, the law enforcement group tion. It had been limited tu only a The award is for the outstanding which inspired the series, and the handful of test markets . . . NBC ,programs produced by Iocal (oni- I.os Angeles Police Academy. But Films sold .t'% //r Precinct in I,; mat

' !'dllllll':I! Newsmakers in tv /radio advertising

William B. D. Putnam has been Fobert J. Guthrie ha, joined elected a vice president of \ \resin ,Associates as media (li- Fletcher Richards, Calkins rcctot. Previously, he had been Holden. Putnam was recently asset( fated \rítl) Weed -Television appointed account manager on Coup, as an account executive. Eastern Air Lines to handle cre- .A graduate of \lanhattan Col- ative requirements of the ac- lege, he holds a law degree from count and supervise a newly Fordhant University. Ile has !sVIltE formed advance planning group. Practiced law and has also been I'utnant has been associated with with N BC, .ABC, Cunningham FRC&I-1 since 1951. I; Walsh and Ricci! K Freede.

/ictor G. Sloede, formerly senior Edward N. (Nick) Anderson, Jr. .p. and director of creative sery- has been named advertising and (es at Benton R: Bowles, was Promotion manager for the Birds )romoted to executive y.p. and Eye division of General Foods. management supervisor on the An(lerson had been Philadelphia ;ousehold soap Kochi( is division district salles manager for the ucoutu of Procter C Gamble. (onnpauny's \laxwell House divi- :Whit Hobbs, who joins the sion since September 1961. lie

igency 1 \lay Ircmn BBl)O, was joined the organitation in 1957 lected senior v.p. in charge ol in the former Baker- Gaines di-

reatise services and i director. vision and named to \f H later.

IIIIIIII.Idap . hIl ,. di dl,,, ; .I d JI.i: ,I , '1rdII.

,PONSOR 15 APRII, 1963 SPONSOR -WEEK Stations and Syndication

kets to date and The Deputy sold Trust, it trill be either 6(1 or 410 handled by Lincoln Dellat', iras to Fuller .\ Smith & Ross. Los . \n- minutes called The 1['ould's Great- for 5185,000 ... Kl)O t, Windom, geles. for its t lient Scott Motors est Showman. It tuas conceived :und Minn., sold subject to FCC ap- which trill distribute the series to trill be produced br Stanley Rob- proval by Robert D. Thompson to 13 markets. the first large -scale tt erts. Ralph \ 'ylie Sterling for $10,000. intestntent by this contpant . . . lautilton- Landis brokered the sale. \falter Reade -Sterling's cleh'ei,Iu'e New quarters: Seven Arts Produc- Theatre sold to \\'X\Z, Detroit, tions and Seven Arts Associated Nightcap: There are plenty of in- bringing total markets to 30. somniacs in the now located in the Pan Am Buihl- twin cities. or so recent tuail ing, 200 Park Avenue, New York pull promotions conducted on Hobbs House program New properties: Screen Gems will 17. Phone number is 972 -7777. syndicate the off -A13(. -T \' series of of \%(:(:O and The Late Show of \VCCO II iuslou Churchill: The E'aliant Grass Roots -TV would indicate. 'l'Ite Front. There are 26 half hours and all -night radio program offered lis- one 60- minute episode . . . SG is NAB tr board: Joseph E. Baudino. teners chance to win three porta- also selling Naked City, currently Westinghouse: ,John F. Dille, Ir., ble transistor radios. Offer was ka- completing a lour -year stint on \\'S I \'-'T\', South Bend -Elkhart: tured on only nine broadcasts and ABC T \. \fl'lX. New York, and and Glenn \farshall, Jr., WIVE.. \f(:\ -'I'V, Chicago. hate signed so Jacksonville, are newly elected tar. eat h taking 99 hours and 39 .NAB tv board members. Re- elected TvB Sales Clinic Dates half -hours . . . The colorful life at meeting in Chicago were: Otto and career Of Cecil B. De Mille will Brandt, K1\G -T\'. Seattle; Robert 15 April Fort Wayne Champaign be the basis of a tv special next F. Wright. \\'TOR -TV, Meridian. 16 April Pittsburgh season. Produced by MGM TV Miss.; and James 1). Russell. 17 April Altoona with r ooperation of Paramount KKTV, Colorado Springs. Indianapolis Pictures and the Cecil B. De Mille 19 April Lebanon Financial reports: Chris -Craft in- Grand Rapids Peoria dustries and its subsidiaries for the 22 April Miami ear ended 31 December had con- Montgomery TWO MARKETS solidated revenues of S69,399.700. Roanoke 23 April Columbus WALA -TV is the only Mobile sta- compared frith 1961 revenues of 24 April Tampa tion that also delivers city -grade S67,595.931. Net earnings amounted Augusta

. . 52,081.893. coverage in Pensacola to equal to Sl.51 per Greensboro t 1961 PLUS coverage of the rich Missis- share, ontpared frith earn- 25 April Jacksonville sippi Gulf Coast; the industries ings of $2,298,7750 or 51.67 per Atlanta and military installations of West share. Non-recurring gains from 26 April Charlotte Florida and dozens of inland cities the sale of the operating assets of 29 April Des Moines and towns. kT \'T, Ft. \Vom-th, and front the Charleston Norfolk recent sale by \afro Oil and Gas Asheville ONE BUY .. . in of certain oil and gas interests 30 April Waterloo CITY -GRADE \\-yoming, contributed 67 cents per Columbia share to 1962 earnings. There Richmond COVERAGE OF were similar non -r'ecurr'ing gains in Greenville 1961 which added 29 cents a share The WALA - TV Market - \Vometco Enterprises first quar-

Over A MILLION PEOPLE with ter gross income was up over 1962 milt during the first and last half - nearly $2 BILLION to spend! by approximate') 13 "c, (to about hours of each show (10:30 -11 pan. s5.000,000). and 1:30 -5 a.m.).A total of 12,119 Contact: pieces of mail were received front Select Stations, Inc. Changing hands: Tahoe Broadcast- 36 states, the District of Columbia. or four provinces in Canada and one Clarke Brown Co. ers, Inc., sold KO'.VL, Lake `Tahoe. (:al., to KOWL, Inc., a new corpo- Mexico territory more than 1.800 Minneapolis TALLEST TOWER ON THE GULF COAST ration from Palo Alto. Buying miles front -St. Paul. group is headed by Jackson R. An "Ah Spring" contest mn The Stalder and C. Kenneth Hilde- Lette Show asked viewers to guess ALMV 10 fe brandt, former manager of I:\'.\, the exact temperature at the time San Francisco, and general man- of the Vernal Equinox (2:20 a.m. MOBILE - PENSACOLA ager of KMYR, Denver. The sale. 21 March). A total of 7,357 entries tit; SPONSOR 15 APR!. 1963 SFB1 .tined in with guesses ranging front '0° below to 60° above. The grand brim winner wlto knew that it was 18° above zero, received a trill for wo to Mexico City and a week's tcation there.

;ports sales: K111K11', Los Angeles, ip: nish- language station, signed White Front Stores as co- sponsor of ,tarit -up segments and full .sponsor f wrap -up broadcasts to all I.os \ngeles Dodger games for the en- ire baseball season. Agency is

Re( ht Advertising . . . .Ionroe loto Equipment gill sponsor New t'ork Yankee Baseball ii'arm up .how preceding each Yankee game ver \VCBS. New York.

d'rogranting notes: On 25 .April, Sporting a stole for spotting a spot Watching WCCO -TV, Minneapolis, paid off for a school teacher and sales clerk when the teacher tiDKA -TV will present a live, 90- followed instructions on a Bristol -Myers commercial and purchased Softique bath oil so she could ninute play in c-ooperation with enter a sweepstakes. Sporting mink stoles presented on WCCO's "Around the Town" are the he Pittsburgh Playhouse. The te- teacher, Mr. Janice Love (I), and the clerk who validated her entry, Mrs. Doris Van Winkle Dal. !ticle selected for this experiment n "Broadway fare" is "Angel Secretary of Defense Robert S. \Ic- board of directors of the American ;1rerl," written by Patrick Hamil- Nanuu-a to serve on the Defense Wind Symphony Orchestra and ap- on and formerly titled "Gaslight." Advisory Committee on Women in pointed to the journalism advisory itoney's Brewery purchased two the Services for the next three years board of Point Park junior Col- birds ... KCBS (AM C FM), San ... John P..McGoff, president of lege. 'rancisco, premiered a new series Mid State Broadcasting and gen- ailed Words and Music, being eral manager of \fid State Net- PEOPLE ON )oadcast every weekday evening work, named deputy chairman of THE MOVE rom 6:35 -7 p.m. and featuring top Our Livelihood Day of the tenth Harold 1Vaddcll, general manager iames from the world of music. anniversary Jlichig :tn Week, 19 -23 of \TKBZ, Muskegon, elected to ;ach guest will tell how a certain May ... Fred E. Walker, recently the board of directors of %TKBZ uusical selection played a key role appointed general manager of Radio Corp. and named executive n his or her career or personal life KI)KA, Pittsburgh, elected to the rice president. . . WFOL (FM), independent tereo fin station in Cincinnati, has igned as exclusive (in the city) ubscriber of Radio Press Intel -

lational for expanded news broad -

asting . . . WFTL, Fort Lauder - lale, is presenting a history of the -icy in a series of daily five- minute apsules called A Page out of His - orv. Written by August Burghard, )resident of the local Historical society, the programs are spon- red by the First National Bank n Fort Lauderdale.

yew call letters: WRGR has as- rimed the new letters of WPXE, ;tarke, Fla. The PRE stands for Pixie." The "whimsical" station as purchased last month by !:eorge Gothberg, Radio, Inc.

extra curricular activities: Ronnie But which end does the music come out? Vallis, woman's director and host - Richard Maltby, composer -arranger -performer and commercials backgrounder, is looking for the ss on KBOI -TV, Boise, daytime first owner of this "kookiephone," which he found in a second -hand shop. Checking, he found it how, accepted an invitation from was made in 1905 and is one of a kind -a double -belled horn giving stereo effect by echoing

PONSOR/15 APRIL I963 t;;

1 M PI It W11011BIIIIIIIIIIp"1!Ilnp Charles Rutledge to president of coserage during 1962. The) are: Westmoreland Broadcasting Corp., 1VCAU, Philadelphia; KYNO, Fres 1l'0-1.11', Latrobe, and John "Jay no; KYSS, Missoula. Eight other sta- WHAT ARE Stewart to secretary- treasurer and tions received honorable mention general manager of the station. certificates . . .Bill 1Vhalen, news YOUR 11'illiaun F. Sherry to local sales director of WN,\(:, Boston. and manager of WI Philadelphia. Yankee Network News Service,, John Schermerhorn to manager of elected chairman of Massachusetts PHOTO sales promotion and public rela- Associated Press Broadcasters Assn. tions of \VKO \l' (AM R TV), Ben Summers, news director of \ladison. \l' \IR(:, \lilford, (became vice REQUIREMENTS? c bairman . . . General Federation .Allan Israel to promotion manager of Women's Clubs presented its an- IIIIILIIi "'" III"" 11l!;II,IIIIIIIG,1111111111111,i of 1f(XR, New York, succeeding nual award for broadcasting to Elliott Sanger, jr., who) becomes Harry Thayer, station manager of "'The Times" director of pro- news NVGHO, Kingston Nebraska's grams on ... the station Legislature passed unprecedented jack Manning to general manager resolution praising '.VOW, Omaha, of KGL.\ (FM). Los Angeles. RATES are rates the for 10 years of public sers-ice to) the Harold Hirschmanu to sales man- state. Station observes its auniyer ager of KE\l'B, San Francisco/Oak- sary during April ... Metropolitan world over, and ours land, replacing Dick Ullman, Jr. Broadcasting's '.VHK, Cleveland. resigned. won first Air Force Award of 190 are competitive Charles G. l'ye, Jr., to executive for "outstanding public service to Vice president and general man- the recruiting program of the U.S. ($22.50 for 3 nega- ager of \l'OR[ Boston. Air Force . . . Marianne Tomlin- jack Renting, formerly sales man- son, women's director of '.VRFD, tives) ager for 11'FIE -TV, Evansville, to Columbus- 1l'orthington, el ected general sales manager for KT \'"l', president of the Ohio Chapter of Dallas -Fort Worth. the American Women in Radin Al Nelowct to local sales manager and Television ... Alma John, di- for WAVY, Norfolk. rector of women's activities for \V VRL. New York, received cer- BUT is Michael Denson to the newly- cre- QUALITY tificate of merit from U.S. Air Force ated post of director of informa- Recruiting Service for her public tion services for the Society of something else again service and on- the -air activities in Motion Picture and Television En- its behalf. .... ours is superla- gineers. John Henry Faulk requested a re- Representatives tive lease from his contract with WINS. New York, to devote more time to Rep appointments: KD\VB, Min - completion of his forthcoming neapolis-St. Paul, to Robert E. book for Simon S. Schuster and to Eastman ... %VNFO (FM), Nash - his tv activities. ville, to Herbert E. Groskin . . . John F. Bayliss to director of the \fulins, S. C., to T -N Spot And SERVICE is still u'estern region radio division of Sales . . . KXOA, Sacramento, to Avhich acquired Blair Radio. matter Producers, Inc.. another .... KXO.\, Sacramento, on I April, and has application pending FCC PEOPLE ON THE MOVE ours is unbeatable! approval for K j,\X, Santa Rosa. Michael McNally to the Chicago Joseph NV. Roberts to executive office of Metro Radio Sales as ac- vice president of \Iuiak. a new count executive, from 1l'BKB, Chi- post. cago. 111G11111111111111111111111111111111111111111111iIIhu1111111'I1111 Hugh F. Del Regno named con- Edward Rohn and Robert Lewis, troller for KH j (.\ \i k TV), Los both radio account executives with Angeles. Edward Petty, to group sales man- Report- BAKALAR-COSMO Ralph O'Brien to assistant mer- agers, newly-created posts. chandising manager of Springfield ing to \fortin Percival, eastern PHOTOGRAPHERS Broadcasting. sales manager, each than will su pervise a unit of the ten -man New tl1 IN 56th St., N.Y.C. 19 Kudos: The Associated Press Radio York radio sales force. 212 CI 6-3416 and Tx Assn. awarded plaques to Mario Messina to Clarke Brown's three members for outstanding southwestern office at Dallas to acltiesentents in cooperative news manage and handle sales. "JI 11';'lllll!7.il1.+"t"""m' 11'41CIIIIIIIIICIIC'IIIIIIM'i11111111;11L:111111111UIlIII

SPONSOR /15 ,t'Rtt. 19631

{ and light aggies.sitel) for it That saine dal, the agencies will be convinced station men are busi- By Lee P. Mehlig 'SELLER'S¡ nessmen, not day -to -day peddlers. president The solution? None is imminent. Broadcast Clearing House Is there a solution to television? VIEWPOINT %Vito needs one? Tv is tv and radio is radio. Radio has its own indi- tidual characteristics of imagina- tion and speed, of being everywhere Radio: walking before sprinting with incredible timeliness. When three to four times as III:Il1 radio he NAB convention brought in- or beach. Nor, it and ysheu such sets ate sold than l , why worry? to troubled focus four problems a plan is devised, will it tell how I)ig into your own product's inetits [eyed to radio's current and con- much listening is clone ... by how and sell radio. tinuing rock) road. Radio's indus- niauit people ... where ... fin- how Solution? None ... and none is try leadership is taking stronger long ... to how nruty. stations . needed. 'stances but suction management al the kind of actual listening being Is there a solution to paper? the level must do the clone. local same- Who's radio's customer? The agen- starting is right now. Radio out there, selling more ty. Who's the station's national Time after time at the NAB con- sets every year and getting results sales partner? "1-he rep. The sta- tention. and in daily discussions despite the lack of answers to these tion operator lblll.sl be interested with station men and their repre- questions. But this doesn't change :nul involved in both their prob- sentatives, we heard voiced these the c ut in business because radio is lems. Profit appeals to theist as well .lour key problems for radio. They unable to answer agency questions, as to him. If radio is a profitable 'are the reasons for radio's financial to get the needed figures which get commodity to bu) pallor. The signs of ailment are the business. Immediacy of solu- and to handle. many. tion? No. if it is effective, agencies will use none of it for their clients. Radio station profits are down, Is there :t solution to rates? When the FCC tells us. National spot will more-maul, more- station But paperwork-the ntassite de- radio advertising is down about owners and managers realise that tail involved in spot radio cam - ;'' yet national advertising gen- overhead plus profit margin means paigns -is unprofitable for litanys icralls is cap about 3(;;. 'T'hus radio a business? Mien trill they see agencies and costly for every rep is losing while other media are there are costs (iI doing business and station. Broadcast Clearing, Mining. fulli the amount they need over House provides many of the an- 11'hy? Because of these four prob- and above these costs to make it all swers to the paper problem -but a lems: (I) ratings. (2) rates, (3) worthwhile? Station operators partial answer is still a constructive television and (.1) paper. Are there should stop kidding themselves and solid start to the solution of a :' nswers? with so- called fat contracts loaded basic industry problem. BCH. work- Is there a solution to ratings? with discounts that boil clown to ing today with 75 advertising agen- \ \'Isere is the magic, inexpensive wheel- spinning anal, most times, a cies all over the country. has sim- ,olution to accurately. honestly de- loss. plified and streamlined procedures termine where 181 million nieri- The clay that salesmen stop bring- in spot buying, adjusting, and bill- ns 175 in are listening on million ing orders and start conning back ing as 1t1:11 as payment. It has adio sets? No one has shown a with profitable rate-card orders is standardised one order form which way to pin down in the day agencies will listening the realise radio is used 1)) all three parties involved ar, attic, den, basement, Wren do know kitchen, their product enough in national spot radio -the agency, tedroom. bathroom, on the sheet to believe in it and to stand tip the rep, and the station. In shaking down radio's lour problems, we find the box score Lee P. Mehlig, co-founder as well shows: One: tv, .just isn't a problem as president of Broadcast Clearing -if radio is sold right. .mother, House, was executive Tice president paperwork. is well on the way to until elected to the lof) f)o.st in 1)r- being solved. 'Thus the two big ((? lbr', 1962. Prior to fornlaliall issues confronting station manage- of BCH, he was vier president rued ment and clamoring for solution: co-owner of 1:G,1/C. Denver. As rates and ratings. head of BCH he headquarters in 'These need immediate. minute - New York, but .Brads much of his to- minute study. appraisal and con- time in the Chicago, Los Angeles clusions cri which action can be and Sau Francisco offices. Mehlig taken. Radio niust walk before it alld his faliíly live in Darien, Con ii. can run ... and it must start 'alk- iug now.

PONSOR/ 15 APRIL 1963 fJ

I Staff Significant news, "SPONSOR' trends, buys in national SPOTSC6àPEI spot tv and radio President and Publisher Norman R. Glenn Exccutnc 'ice President SPOT TV BUYS Bernard Platt Setictar)- Treasurer Van 'Jensen siiilts readying a campaign of nighttime minutes and sports Elaine Couper Glenn to start I Ma) and run through 15 Jttnc in 125 markets. Buyer at Grey (New fork) is Jeri Rettig. EDITORIAL DEPARTMENT Editor Heinz Baby Foods and ketchup going into 5(i markets for a six-week Robert M. Grebe drive to begin 12 \lay. John I.ivoti at Maxon (New fork) buying prime Exeunt%( Editor and fringe minutes. Charles Sinclair

Managing Editor Ex -Lax (lire( Ling a lour-week campaign at the distaff audience in 15 Mary Lou Ponsell markets starting 22 April. I;u)cr at \Var\wick C Lcgler (Nev\ York) is \rt Editor Maury Kurtz .Jinn Kearns, \who's looking for da)titne and fringe minutes. Senior I(Iitots I)ristan Nasal Mist, through buyer Mike el'omasone at "Pathan -Laird Jo Ranson H. William Falk (New fork), purchasing nighttime minutes for a campaign to begin Associate Editors ill April fora three-week duration. Drive, aimed at the adult audience, Jane Pollak but particularly women. k planned for about eight markets. all located Barbara Love Audrey Heaney across the northern half of the country. Copy Editor Eastman Kodak buying nighttime minutes and chain breaks for a cam- Tom Fitzsimmons paign starting 12 \Iav to run through 15 June. Buyers are Joan Ashley, Special Projects Editor David G. Wisely !Martha 'Tomah. and George Heffernan at J. 'Walter Thompson (New Assistant Editor York). Niki Kalish Chicago News Bureau \Vateruran -Bic pens and pencils slated for a four -week campaign to begin Winifred Callery 7 .\pril. Marty Food). at Ted Bates (New York) interested in nighttime minutes. ADVERTISING General Sales Manager Lehn & Fink Products supplementing and strengthening Lysol Spray Willard L. Dougherty campaign which started in mid -\(arch by adding fringe and daytime Southern Sales Manager Herbert M. Martin Jr. minutes in several top markets. These supplementary spots will be aired Midwest Manager starting 22 April for ten weeks. Buyer is Bob Kutsche at Geyer Morey Paul Blair Ballard (New York). Western Manager r John E. Pearson Lever Bros. Lipton Tea buying five- and ten -minute news or \weather Northeast Sales Manager programs and early and late evening fringe minutes through Steve Suran Edward J. Connor at SSCCB (New York). Campaign clue to start 5 May for 13 weeks. Production Manager Nancy McAllister Hi-C buying a 19 -week campaign of minute spots for a 29 April start Sales Secretary date. Fred Goldstein at Dancer- Fitzgerald -Sample (New York) is the Mrs. Lydia D. Cockerille buyer. CIRCULATION Pacific Hawaiian Products' campaign for Carbonated Fruit Beverages set Manager a 1 26 weeks using minutes. Ralph Payton at Esty ;u lack Rayman for \fay start to run John J. Kelly (New York) is the buyer. Mrs. Lydia Martinez tf i,1 Anna Arencibia Continental Baking now buying day and nighttime minutes for a Won- Mrs. Lillian Berkof der Bread campaign to start 22 April for a three -week run. Perry Int ADMINISTRATIVE Seastrom at Ted Bates (New York) is the buyer. Assistant to the Publisher Continental Baking's Hostess Pastry campaign of clay and nighttime Charles L. Nash minutes being bought at Ted Bates (New York) by Art Goldstein. Start! Accounting elate is 13 May for a six -week run. Mrs. Syd Guttman Mrs. Rose Alexander General Services SPOT RADIO BUYS George Becker buying minutes, 30s, and I.1).s through Eileen Madeline Camarda \Vnr. Underwood Ilan Michael Crocco Conradi at Kenyon Fr. Eckhardt (Boston) for a campaign expected to Dorothy Van Leuven start tî May for 13 weeks. It H. Arne Babcock

SPONSOR/15 APRIL 1963 C

/1 \ 4\C\s^ :,, "L' / A h /.-"/\\ , 1 /

We've gone to Japan...

o bring you Volume 6 THE INTERNATIONAL VOLUME

Che finest product of the Japanese film industry - tward winning films such as "The Island," and "Rashomon." These and many more films 'rom Germany, France, Italy, and England

. the best the world has to offer ...are all in Volume 6, "The International Volume," Seven Arts' new release of "Films of the 50's." A SUBSIDIARY OF SEVEN ARTS PRODUCTIONS, LTD. NEW YORK: 200 Park Avenue 972 -7777 CNICA6o: 4630 Estes, Lincolnwood, III. ORchard 4 -5105 DALLAS: 5641 Charleston Drive ADams 9-2855 Los ANGELES: 3562 Royal Woods Drive, Sherman Oaks, Calif. STate 8-S276 TORONTO, ONTARIO: 11 Adelaide St. west EMpire 4 -7193 For list of TV stations programming Seven Arts' "Films of the 50's" see Third Cover SRDS (Spot TV Rates and Data) Individual feature prices upon request. HENNESEY SAILS TO

SALES

New York WABC -TV Flint WJRT -TV Tampa- Shreveport KSLA -TV Washington, D.C. WRC -TV Norfolk- Portsmouth- St. Petersburg WFLA Phoenix KTVK Chicago WGN -TV Newport News WAVY -TV San Francisco KRON -TV Sioux City KVTV Detroit WJBK -TV Sioux Falls KELO -TV Lubbock KCBD -TV Grand Rapids WOOD -TV Orlando WDBO -TV Yuma KIVA Boise KTVB Odessa - Portland, Ore. KPTV Albuquerque KOB -TV Syracuse WNYS -TV Midland KMID -TV Youngstown WFMJ -TV San Antonio KONO -TV Salt Lake City KSL -TV Alexandria KCMT Jackson, Miss. WLBT Reno KOLO -TV Miami WCKT Green Bay WFRV Boston WHDH -TV Las Vegas KORK -TV Charlotte WBTV Cleveland WEWS Los Angeles KNBC Fresno KMJ -TV Missoula KMSO -TV Bangor WLBZ -TV Lancaster WGAL -TV Sacramento KCRA -TV Baltimore WMAR -TV Binghamton WBJA-TV San Diego KOGO -TV Billings KOOK -TV Abilene- Spokane KXLY -TV Wilkes Barre WBRE -TV Butte KXLF -TV Sweetwater KBRC -TV Lexington WKYT Pensacola WEAR -TV Great Falls KFBB -TV Erie WICU -TV Valley City KXJB -TV Portland, Me. WCSH -TV Idaho Falls KID -TV Dallas WFAA -TV Columbia, S.C. WIS -N New Haven WNHC -TV Twin Falls KLIX -TV Johnstown WJAC -TV Cape Girardeau KFVS -N Minneapolis KSTP -TV Montgomery WSFA -TV Milwaukee WITI -TV Burlington WCAX -TV Dayton WHIO -TV Atlanta WSB -TV Tucson KVOA -TV Eau Claire WEAU -N Denver KLZ -TV Houston KHOU -TV Eugene KVAL -TV St. Louis KSD -TV Buffalo WBEN -TV El Paso KTSM -TV Columbus, Ga. WTVM Jefferson City KRCG -TV Indianapolis WLW -I Pittsburgh, Kan. KOAM -TV Amarillo KFDA -TV Rock Island WHBF -TV Pueblo KOAA -TV Jacksonville WJXT Roswell KSWS -TV Des Moines WHO -TV Sherman KXII -TV Salinas KSBW -TV Knoxville WATE -TV Harrisburg, Ill. WSIL -TV Greenville, S.C. WFBC -TV Rapid City KOTA -TV Rockford WREX -TV Brownsville, Harlingen - Seattle KING -TV Wichita Falls KFDX -TV Madison WKOW -TV Weslaco KRGV -TV AND ALL IN ONE SHORT SELLING PERIOD! 100 SALES IN MAJOR MARKETS ACROSS THE COUNTRY. 100DECISIONS BY TOP STATIONS, WHICH ARE BEING PROVED PER CENT RIGHT BY TIME-PERIOD -LEADING RATING REPORTS. COME ON BOARD WITH NBC FILMS.

...4 ..t ,I,yw 1