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Home , Bikini Beach, Deborah Walley, Donna Loren, Dwayne Hickman, Harvey Lembeck, Jesse White (actor)

OCTOBER 21, 1968; FIFTY CENTS III

India PAGE 21 1,n a methodology study clear up the confusion abo'iraiigsc7ity 968 24 ary creativity alone is not enough for the small agency4 PAGE lomated monitoring of commercials is here,;technica`l%; `blut .. . PAGE 26 le first Icrease in early- ening information '.t logramming in a,,`lai> ,he Twin Cities... KSTP NEWS

O'CLOCK °' PORT

This flexible half-hour is a new communications concept, live and in color, Monday through Friday on Channel 5. Anchored by veteran newsman Bob Ryan, the KSTP NEWS 5 O'CLOCK REPORT presents brief summaries of late news developments but concentrates on coverage in .depth of "special interest" areas: agriculture, arts, law, medicine, religion, science, education and more-the Twin Cities' first regular television coverage of these areas. The entire, award -winning KSTP NEWS staff participates with the specialist in each field reporting in his area. The KSTP NEWS 6, 10 and Midnight REPORTS remain as scheduled.

Represented Nationally by Edward Petry & Co.

news fl/11151.1Ln 2III I S - ST 1LA 11 ',take it big... tyke ít now.,, make it

Pre -Sold in 57 Markets!

MAKE THE NOW TV SCENE WITH THOSE SWITCHED ON TUNED IN... 'IN PEOPLE! IT'S THE GROOVIEST- GET WITH IT... dapk 26 swinging action -packed films in COL OR- with proven audience rating grabbers such as-

BEACH BLANKET BINGO Starring Starring BOB CUMMINGS DOROTHY MALONE FRANKIE AVALON LEMBECK JODY McCREA ANNETTE FUNICELLO JODY McCREA JOHN ASHLEY MARTA KRISTEN LINDA EVANS BOBBI SHAW Also Starring MOREY AMSTERDAM end EVA SIX and featuring PAUL LINDE DICK DALE and the DEL TONES

GHOST IN THE INVISIBLE BIKINI HYE Starring DEBORAH WALLEY ARON KINCAID Starring FRANKIE AVALON ANNETTE FUNICELLO MARTHA HARVEY LEMBECK JESSE WHITE CLAUDIA MARTIN HARVEY LEMBECK DON RICKLES JOHN ASHLEY JODY Mc(' NANCY SINATRA Sings OERONIMO'-Special Guest Stars CANDY JOHNSON LITTLE THE PYRAMIDS and PATSY KELLY PICCOLA PUPA also featuring SUSAN HART and Special Guest Star KEENAN WYNN

HOW TO STUFF A WILD BIKINI PALUZY Starring ANNETTE FUNICELLO BRIAN DONLEVY Starring FRANKIE AVALON ANNETTE FUNICELLO LUCIANA McCREA Featuring DICK DALE BEVERLY ADAMS HARVEY LEMBECK JOHN ASHLEY JOHN ASHLEY DON RICKLES JODY MOREY AMSTEROA JODY McCREA and Guest Star and the DEL TONES ROCK STEVENS CANDY JOHNSON Introducing LITTLE STEVIE WONDER as the Rich Business Managr' PAJAMA PARTY TOMMY KIRK ANNETTE FUNICELLO ELSA LANCHESTER HARVEY LEMBECK Starring Starring FRANKIE AVALON DWAYNE HICKMAN DEBORAH WALLEY JESSIE WHITE JODY McCREA BEN LESSY DONNA SUSAN HART BOBBI SHAW LOREN Guest Star ROBERT O. LEWIS with Guest CANDY JOHNSON Special Stars BUSTER KEATON and DOROTHY LAMOUR AND THE FAMOUS FLAMES co-starring ARON KINCAID BOBBI SHAW PATTI CHANDLER MARY HUGHES

.American International Television 165 West 46th Street , N.Y. 10036 Circle 1. e

7

also know that they can avail e call almost every day. He may oúr. Chicago office. And he's de- and his themselves of the.húge source of .1 ,ne of his stations to -describe termined that. his stations information .gathered from Petry's sales approach. Ormaybe staff are thoroughly,informed. nation-wide operation. unsel another station on . So when he does call, his .stations But if Keith Lewis hasn't called you . Or to provide programming listen..They know.that they'll benefit mation. from this very personal attention yet, maybe yán should call him. Right now. i Lewis is General Manager of and skill of the Chicago. staff.: They The representative is sometimes. the only part: of .your station that., people ever get. to: 'see. Edward Petry Sc Company Kaiser Broadcasting: , n e

Big Audiences. WKBS TV reaches more Average TV Households than the VHF independents in St. Louis and Minneapolis (9 AM -Mid, F/M 68 ARB). Big Reach. Larger net weekly circulation than the NBC affiliate in St. Louis, the 11th TV market, or the CBS affiliate in Hartford -New Haven, the 13th TV market (Total Net Weekly Circulation, F/M 68 NSI). WKBS TV is the most viewed independent in Philadelphia and the most viewed UHF station in the nation (Avg TV HH, 9 AM -Mid, F/M 68 ARB)., Big Programming. 85% First Run Color pro- gramming, prime time weeknights. 100% by January! .:. . .,: THE .<*tv DONALD O'CONNOR . ,;. SHOW Philadelphia's only Mon -Fri si Prime Time Variety Show.

.:;r ..:. . ..='.

4 Television Age, October 21, 196W TRUTH OR CONSEQUENCES '1/4 in its third big season. SIV THE TEN O'CLOCK NEWS

wo Philadelphia's only 10 PM news ... 23 -man staff... largest in Philadelphia for a single news program.

- '1:: 1

Plus . .

THE JOHN GARY o SHOW, NHL FLYERS, HY LIT, DIALING FOR DOLLARS, Big Advertisers. 21 of the top 25 spot advertisers. DERRY MASON. Coming this , Big Facilities. 41/2 acre plant houses full color facilities, January: hi -band Color VTR, latest special effects equipment. PAY CARDS, Big Coverage. Optimum power from 1200' tower at Phila- first run color! "" delphia antenna farm puts Grade B signal into four states. Big with the Big Staff. 114 people ... doing things in a big way. kids too ... .INTSTONES, 9`, ,SUPERMAN CAPTAIN liADELPHIA

L._

KAISER FOR PHILADELPHIA

TV: Philadelphia Boston Radio: Boston San Francisco Cambridge

(Audience data are estimates only, subject to qualifications of the source report)

(Television Age, October 21, 1968 5 `1";\.'--12".0.0t ti' ¢,rr' ¡

OCTOBER 21, 1968 Television Age

21 THE ERA OF CONFUSION There's plenty o/ dissatisfaction with rating methods but no clear-cut answers.

24 NOT BY CREATIVITY ALONE Even a small shop like Scali, McCabe, Slaves must have a s' yet,/ IS I balanced blend o/ marketing strengths, this 17 -month -old agency feels. Then join the experts - %s . the informed is M+i professionals on ss 26 WILL ELECTRONIC MONITORING SCORE? Wall Street and in the Conunercials monitoring may graduate from its current financial communitywho manual sampling status to an electronic system with 100% read and rely on The .Magazine Of coverage-and then again it may not. Wall Street; Every two weeks, this 60-year -old 28 THE SPECIAL WAY TO ADVERTISE publication offers the latest news and statistics influencing stock Specials give clients merchandising impact, and enable [bent prices and investment policy .. . to be heard above the `clutter' of short commercials, says a analyses of issues with special media director. attraction for growth potential - generous income yields. SECOND-QUARTER SPOT NEWCOMERS Special studies include stock split 30 candidates, mergers, newcomers to New -to -spot products and services remain at last year's level, the Big Board, earnings reports, but certain package goods categories decline. new scientific and technological dis- coveries, GNP, consumer buying, capital spending ... probing behind the figures to give you expert in- terpretation. DEPARTMENTS 1'h eV ELECTRONICS Controls A. 10 Publisher's Letter 32 Film/Tape Report Computers Communications Company Report to the readers Round -up of news profiles Market trends 12 Letters to the Editor 40 Wall St. Report . " Charts and -= tables The customers always write The financial picture Special columns on Washington, 15 Tele -scope 41 Spot Report Taxes, Specula- What's behind the scenes Digest of national activity tion, Inquiries. it 17 Business Barometer 43 One Buyer's Opinion Measuring the trends The other side of the coin The Magazine of wail 19 Newsfront 63 In the Picture street The way it happened A man in the news 120 Wall Street New York, N. Y. 10005 31 Viewpoints 64 In Camera I enclose $25 for one-year subscrip- A no -holds -barred column The lighter side tion.

Name

Address Televis'on Age i:, published every oilier Monday 1iy the Television Editorial Cori Publication Office: 34 N. Crystal St., E. Stroudsburg, Pa. Address mail to editorial, advet City State Zip tising and circulation offices: 1270 Avenue of the Americas, Rockefeller Center, New York N. Y. 10020. PL 7-8400. Controlled circulation postage paid at New York, N. Y.

6 Television Age, October 21, 1961' Television Age

'0L. XVI No. 6 Editor and Publisher S. J. Paul

Editorial ;ditorial Director: Alfred J. Jaffe fanaging Editor: Bill McGuire tenior Editor: Ed Dowling Itssociate Editor: Paul Guthrie 'inancial Editor: A. N. Burke Vashington Correspondent: Jay Lewis ?ditorial Assistant: Sue Bricker `41/111//' Advertising ldvertising Director: Norman Berkowitz :astern Sales: Marguerite Blaise

How many hats do you wear as a promotion man? Lee Sheridan Sales Service Director: If you're like most broadcast promoters, you are a production the a publicist, an advertising tycoon, specialist, a researcher, a merchandising expert, Production Director: Fred Lounsbury an innovator of sales tools, a public relations Circulation Director: Evan Phoutrides many man, an exploiter, as well as the guy who gets to 'Business Office: Miriam Silverman answer all the mail nobody else in the station worlds wants. BPA's 13th Annual Seminar in Miami Beach will Branch Offices cover...THE MANY WORLDS OF PROMOTION Midwest of ... with top people in all these fields... prominent to help you become more Paul Blakemore, Jr. guest speakers...all proficient in your job. 6044 N. Waterbury Road promotion Des Moines, Iowa 515.277.2660 Go south, young man, to the Big BPA Seminar! It convenes at the DEAUVILLE HOTEL, MIAMI South BEACH, FLORIDA, November 17th through 20th, 1968. Herbert Martin Box 3233A For the full story contact BPA. Birmingham, Ala. 35205 NON-MEMBERS: Come join us. Registration 205.322.6528 fee applies to your membership dues!

United Kingdom F. A. Smyth & Assoc. Broadcasters Promotion Association 35 Dover Street ., 1812 Hempstead Road Pennsylvania 17601 London, W. 1, England Lancaster,

. . are thinking about it! Early Get your registration in now . while you Member of Business Publications registrations save you money! Audit of Circulations, Inc. CHECK ONE: Voting Member O Affiliate Member Associate Member Non -Member-0 BPA Advance Registration: BPA Member $50.00, Non -Member $65.00 Registration at Seminar: BPA Member $55.00, Non -Member $70.00 1ELEvISION AGE is published every other Are you bringing your wife? Yes No Monday by the Television Editorial Corp. Editorial, advertising and circulation office: Name 1270 Avenue of the Americas, Rockefeller Center. New York, N.Y. 10020. Phone: Station or Firm (212) PLara 7-8400. Single copy: 50 cents. Yearly subscription in the U.S. and pos- Address sessions: $7; Canada: $7; elsewhere: $15. 1968. The en- U Television Editorial Corp. City State tire contents of TELEVISION ACE are pro- fee. tected by copyright in the U.S. and in all Attached is my check for $ as my advance registration countries signatory to the Bern Convention Mail this registration form with your check to BPA address above. and to the Pan-American Convention. L

Television Age. October 21, 1968 7 wonder

whatever - became of Good Old Roger?

I 1

lb'1,'

You remember Roger- That's right! The eager one. the kid in the media department. Always had his nose buried in a You know-the kid who always stack of figures or a trade asked all those questions. magazine-usually Television Age. JI

Good Old Roger became the boss.

ti

Yep! He's still asking questions. about you the other day. Still watching the figures ... still Why don't you call on Roger reading Television Age. with your message in Television Age Only, now he's runningthe show. so good old Roger doesn't have to Come to think of it. He was asking wonder whatever - became of you? úO4fion0I0[' Letter from the Publisher Dayton's Transamerica -Metromedia merger One of the most important developments of the :ar in the television industry could very well come ahoy lb Best a result of the acquisition by Transamerica of Metromeia. From a fiscal standpoint 3/4 of one share of Transarneca will be exchanged for one share of Metromedia. Te is Television about to split two -for -one which would mean that, shares of TA would be exchanged for one share of Meo. media. Buy[ Metromedia has almost five million shares outstandig. about 13 per cent owned by directors. The stock has ho selling at around 50. It had a spirited rise just beforehi: announcement of the acquisition, but then tapered tI

o adjusting to the exchange of shares with Transamerica WKE,F-TV TA is a giant conglomerate with interest in life indr \J DAV TO N ance, air travel and motion picture distribution. It on. P r - Occidental Life Insurance in which is the nab FEATURING largest life insurance company in America. The compty acquired last year. It also entered the fld of computer services earlier this year. It recently organid a mutual fund called the Transamerica Capital Fild which is sold through the agents of Occidental Life Ini'r- MONDAY ance. 7;30 The Avengers 8:30 Peyton Place Fourth network is probable 9:00 Monday Night Movie But the most significant aspect of the acquisition is le TUESDAY probable start of a fourth network. Since Metromedia is 7:30 Jerry Lewis tv outlets in five major markets-New York, Washingtu. * 8:30 Takes a Thief Kansas City, Los Angeles and a UHF in San Francisccil 9:30 N.Y.P.D. 10:00 That's Life has the nucleus for the beginnings of network operatics. The VHF and UHF independent stations across the count WEDNESDAY are badly in 7:30 Here Come Brides need of interconnected news programml. * 8:30 Peyton Place The network would find willing takers for this service 9:00 ABC Wednesday Movie at least 50-60 markets. Metromedia has been most sUcct it ful with its 10 p.m. news THURSDAY and this could have great app 1i 7:30 Ugliest Girl on a network basis. Add to news services the product ii * 8:00 Rat Patrol ready controlled by United Artists, and the possibilityltli 8:30 Suspense Theatre 9:30 Journey to Unknown some sports pick ups, the new operation could feed fa 10:30 T.H.E. Cat to five hours a day in primetime. FRIDAY While a great deal of this might he conjecture, the ti - 7:30 Operation: ing for such a network operation would seem to he rige. * Entertainment It could only be undertaken by a company with vast capijl 8:30 Felony Squad resources (TA is a $3 billion corporation), and with kno 9:00 Don Rickles 9:30 Will Sonnett how, drive, expertise and top-notch personnel, all of while 10:00 The Outcasts have been a hallmark of the Metromedia operation. Jo Kluge is a relatively young man (54). The netwo operation provides him with the greatest challenge he 1= Call had in a colorful and successful career. THE HOLLINGBERY CO. Cordially,

New York. Chicago ,,Atlanta Los Angeles San Francisco

10 Television Age, October 21, 1 feature film list sets a brand new standard in local Jo the MGM/7 This one remarkable grout' of films can in- tam programming. dominance for a feature station-or can be the urcontinued a station as the market's best feature a; for establishing 1 irtrammer. view" because this list. with its T; big view is the long titles, can do more for breadth and depth of ;rat image than any other single buy. etig the local weeks or for one season, but for a Vtliisr for 26 And at a project- ,rlGctahle period of years. long-range stability in sales t ib cost with are it audience planning. Movies television. ,finger than ever on

MGM/7 City. Atlanta, Dallas, Toronto v Y, Chicago, Culver pointing out the tremendous expan- The article stated, "The vast sion in color It. facilities will certainly jority of accounts are using televistt educate lab users, and we perhaps on some form of scatter plan. ." will no longer have Letters to expect the This is undoubtedly true. Nevertl. blame for all delays. less, an to the enormous amount of tr. MEL SAWELSON vision is bought on a different ba:i, Editor President One agency which handles 1f; Acme Film & Videotape Laboratories of all network television has tl. thirds of its billing in half On understanding P&G Hollywood, Calif. or ft .,ponsored television series, half We are flattered by the large In the picture for sure full -sponsored television specials amount of space devoted to Procter important sports I am pleased to say there hale sponsorships. It ht & Gamble in the July 29 issue of no more than 10% in scatter been many comments about the re- plait your magazine (Procter & Gamble: More than 20% is in fifty-two cent article about me published in we: Marketing's number one practitioner, participations involving TELEVISION AGE (In the picture, comet pages 37-50), and we sincerely ap- meats on the part of each client August 26, 1968, page 65). I re- preciate the many favorable things the extent of a million ceived approximately a half -dozen dollars which TELEVISION AGE says about more a year. letters, a dozen phone calls and many Clients spending ti our company in this issue. amount of money "on the street" or "at presentation" deserve the salt We also appreciate your tolerant program and script mentions. Even one from the presi- supervision at understanding-if not approval-of overall service as that dent of another advertising agency, given an t our corporate reluctance to talk too ternate half-hour who said he enjoyed my sponsor. much about ourselves. philosophy. While this agency is one of tl I am JOHN J. TIESKiL attaching a copy of a presen- larger, its experience is parallel(' tation which our Vice President, Director of Media company made to by several other large agencies, an the Chicago Warwick & Legler, Inc. Security Analysts Asso- one-third of all network is bougl ciation last Winter. New York by the four largest agencies in ne R. G. EAGEN Airlines work television. Manager and television The article also refers to, "Th.' Public Relations Department Your article on television adver- wails of anguish, then, that arty The Procter & Gamble Co. tising by airlines (Tv take -off, TELE- heard ... from agencies that are ai Cincinnati VISION AGE, September 9, 1968, page sessed 15% of their 15% becaus' 26) was a very good one, in tot o, and another agency is for some reason ol) Our readers are reading certainly reflected my comments. another appointed agency of record: I came out of this Your recent article on the use of pretty good The article also said, "Imagine listen when you figure that I not television advertising by regional only got ing to an agency prove to the satis dairies visibility, but that you also (The dairyman's new route, made me faction of a court that it had to incu. TELEVISION AGE, look smart. August 26, 1968, additional expense to supervise t page 32) shooed us ROBERT J. MCBRiDE one thing for television show, or to buy it, or tt' I' sure-your book is well-read by Director of Advertising monitor it." agency people. Because of these seven United Air Lines Recently a large, multi -agency words regarding our company- Chicago client, under pressure from one of "Broughton's does not use an ad- two of its agencies, questioned the vertising agency "-we have been Your article, Tv take-off, pleased justification of the 15% of 15% as swamped by agency execs who want us very much, particularly from the compensation for Agency of Record. to tell us what ire are doing wrong. standpoint of reporting and the in- One of its major agencies, through Certainly, our part of the story terpretation of Pan Am spokesmen's a week-long, carefully documented was well -written and accurate, and comments. The objectivity of your study of Agency of Record function. we thank you for your interest. vie% point has proved to be very use- in its Television, Media, Iccounting, DICK ful and refreshing. BELS Traffic, Research and Legal Merchandising llrulager Depart- ROBERT MAiTLAND ments, preved to the client's com- Broughton's Farm Dairy, Inc. Manager, Advertising Administration plete satisfaction that the 15% of Marietta, Ohio Pan Am 15% was a minimum requirement to New York meet the Color in the labs added costs incurred. The fact is that an agency which I enjoyed your recent The agency of record article about feels the compensation rate unjusti-' the expanding of color facilities in In a recent issue of TELEVISION fied actually doesn't give the service, the major laboratories (Film labs- AGE, the column A Program Man's or perhaps even realize the service color them color, TELEVISION AGE, Viewpoints dealt with "The Decline which is required and given by a August 12, 1968, page 32). of the Agency of Record." I would quality agency. Every lab man will tell you. that like to point out that the comments DAVID Y. BRADSHAW delays in delivering the final product in this article are not entirely rep- Vice President, General Manager are always blamed on the lab, justi- resentative of network television Young & Rubicon', Inc. fiably or not. Articles such as yours sponsorship. New York 12 Television Age, October 21, 1968 So what else is new?

Vith NSI, plenty! We're constantly improving a new availability ranks in the market. ,ur service and this season is no exception. In To top it off, NSI gives you exclusive reach ust the area of "who's viewing," the new NSI and frequency data to gauge over-all viewing for ffers reliable data on a broader and more the prime purchasing agent-Lady of the House liverse scale than ever before. -as well as total households. For example, NSI provides Spot Rankings for )ersons as well as households-in all markets Get the details on these and the other NSI neasured at least four times a year. In one improvements for '68-69 ... all backed with luick glance, you can see where a TV spot or measurable quality of performance. Call: Chicago 312-372-3810 Hollywood 213-466-4391 New York 212-956-2500 San Francisco 415-986-6437

s- Nielsen Station Index a service of A. C. Nielsen Company elevision Age, October 21, 1968 13 COLORFUL KCST 39 TV

S P R T S

San Diego's Sports Station *. San Diego Chargers Professional Football Notre Dame Football * AFL Highlights * San Diego State College Aztecs Football Auto Racing *. Golf * Boxing * Skiing

San Diego's Most Comprehensive Sports Coverage COMPLETE COLOR PRODUCTION FACILITIES CST 39 TV San Diego California BASS BROADCASTING DIVISION U The Represented by Hollingbery l Company.

KFDA-TV, Amarillo, Texas KFDW-TV, Clovis, New Mexico KFDO-TV, Sayre, KAUZ-TV Wichita Falls, Texas

14 Television Age, October 21, 149 WHAT'S AHEAD BEHIND THE SCENES Tele -scope

buying? Wall Street money and middlemen ;ill political discounts affect to political candidates Buyers and sellers have often wondered where the big- Indications are that discounts least ger timebuying middlemen get the cash to finance their not have much effect on their timebuying. At .,y presumably large spot buys. It is now reported that one the word from the Nixon camp, which is providing ;at's of the big services is being bankrolled by Wall Street pity of tv action. & Ross, Inc., the money. A spokesman for Fuller & Smith that, "Lowered Since the investors obviously expect a good return out lency handling the Nixon campaign, said We will of the somewhat risky middleman operation, it is clear sts will not in any way affect our timebuying. a sharp rate discount ís necessary to provide this return, ntinue to buy the stations that can do the best job for plus profit for the middleman himself plus the full commission for the agency. The comment came following the announcement that on all The middleman receiving this Wall Street money needs 'corer stations will offer a 25 per cent discount cash infusions because, it was said, he will often not ask I>litical buys. the agency for payment until he can show the shop evi- It may not be the national candidates that Storer he has paid the stations. after, however. In announcing the new discount, dence .orer president Bill Michaels said, "The move is being stituted to help local and regional candidates," and he Chun King steps up tv of Ided, "We hope that this move will in some degree Chun King, which has already cornered two-thirds its icilitate their use of local television and radio." It is the Chinese food market in the nation, is increasing for kely that discounts at the local level may have some advertising for the coming year. Upcoming plans call feet on buying policies. a campaign airing 186 million gross household tv impres- On the national picture NBC and CBS are both of- sions monthly as compared with this year's campaign aring discounts to candidates. which resulted in about 131 million. Commercial frequency per consumer last year was 1.8 oslery manufacturer to double air expenditures per month; for the coming year the target is 4.1. The nation's leading budget -price hosiery manufac- Television spot activity will be doubled in an attempt to irer, Fruit of the Loom, will double television and radio broaden the market for Chun King prepared food prod- penditures for the coming year. The company has had ucts. Twenty-five per cent of the population purchase 85 kcept ion al success in the past with spot tv. The manu- per cent of all Chinese food products sold. Chun King, lacturer points to sales doubling in the past year as which is a division of R. J. Reynolds Foods, hopes that !roof of spot tv's impact. The company finds that heavy the increase in advertising will attract a wider portion ,pot advertising has enabled them to get into major of the population to their prepared foods. !tores. 1969 will reach almost Advertising expenditures for Station image -building with news 1 Kurnit & Geller, their million. Through Delehanty, Expect more of the newer and smaller stations to profit liew agency, the plans spot campaigns coast to company from a tip given by Mike Shapiro, general manager of oast. The first flight may come as early as February. WFAA-TV Dallas, at last week's Tv Stations, Inc., meeting. .mphasís will be put in those markets where retailers Shapiro's premise: "Your station's news image is your lave not been quick to put the product on the shelves, or station's image. Most viewers have difficulty identifying vhere sales have not been as large as expected. The spot major shows by station or network-it's your news image ampaigns will be supported by print. by which they identify you." To get this identity, Shapiro need to spend plenty on news, but more im- fv's Spanish subcultural slant said, stations must give the viewers the news they want An indication of what tv may become in the near portant, they the way they want it. WFAA-TV hires a research firm al- future-less of a "mass" medium, more of a "retribaliz- to find out why people watch .certain lug" force linking people of shared interests-was ap- most every year (and not others). "It's the best invest- parent in the recent satellite relay of a Spanish -language news programs made," Shapiro said. program from a New York Spanish -language station to ment we ever . The originating station, WNJU-TV Newark, vas inundated after the broadcast with long-distance tele- Cable tv under attack marquee on a rundown calls from viewers all over Puerto Rico, calling to "Save your free tv," says the phone Night after thank the station for the link with the Puerto Rican com- moviehouse on New York's upper Broadway. of the theatre, behind munity in New York. The one hour color special was night a pitchman stands in front hawking the "news" carried throughout the island by the WAPA Network. a card table loaded with handbills, taken away from Concurrently, OLAVISION, sponsored by Spain's that people's free tv is about to be waged in California by theatre Movierecord, is setting up a program -interchange net - them. Akin to the battle exhibitor wants 'work in Latin America and hopes to extend it to the owners four years ago against pay -tv, the of net- several Spanish markets in the . A Spanish the public to believe that cable tv means the end 'subcultural medium is thus taking shape. work transmissions.

Television Age, October 21, 1968 15 1 Pillsr fOr1Yrequirement 71/ film Progra,tUre m'n9

t.

Cinema 300-The Total Package for your programming needs-a choice variety of 26 outstanding motion pictures for the entire family. Cinema 300-Total Viewing a fully balanced diet of comedies, westerns, dramas and science fiction; carefully chosen for successful programming in any time period. All recent releases, nearly half in color and featuring such stars as Hayley Mills, Susan Strasberg, Zachary Scott, Patrick McGoohan, Claudia Cardinale, Dirk Bogarde, Tommy Steele, Millie Perkins, George Montgomery, Rita Tushingham, Cameron Mitchell, Samantha Eggar and many more. The Walter Reade Organization, Inc. FOR INFORMATION: ELLIOTT ABRAMS, Vice -President, Television 241 East 34th Street. New York. New York 10016 (212) MU 3-6300

16 Television Age, October 21, 1961 Business barometer

the T)ugh the rate of growth in spot slowed down in August, local business continued trend of racking up sizeable month -by -month gains. The August rise amounted to 19.0 per cent, and was the seventh straight month in which the increase was at least 10.0 per cent. The only month in which local gains were minor was Janu- ary, when local business rose only 1.8 per cent. In three of the months this year, local business rose more than 20.0 per cent, in- cluding July, when a record LOCAL BUSINESS NETWORK COMPENSATION for the year was reached with a hike of 23.4 per cent. Not millions of dollars millions o/ dollars 1964 has local tv busi- since $29.9 ness steamed along at such there a rate. In that year, $25.1 were seven months in which increases topped 20.0 per $20.1 cent, and in two of these $18.2 months the increases were more than 30.0 per cent.

for local billings in August co compared with the previous 0n month, there was a slight drop of 1.3 per cent, fall- ing within the framework A igust (up 19.0%) August (down 9.4%) of the seasonal pattern.

twork compensation took a sharp Year-to-year changes by annual station reserve dip, dropping 9.4 per cent Station Size Local Business Network Compensation from last August and 9.6 per cent from July, a re- Under $1 million + 8.5% - 3.6% sult of the conventions. $1-3 million + 23.4% -12.9% S3 million -up +17.8% - 8.2% 1.dium-size stations performed best in the local business - getting effort, as they did 50 50 in spot, rising 23.4 per cent. The smaller stations 45 45 made the smallest jump, with 8.5 per cent, while 40 40 the larger stations rose 17.8 per cent. 35 35

its is generally in line with the 30 .30 pattern this year, with the smaller stations usually 25 below average and the . medium and larger stations 20 . , r splitting the honors. 1 15 LI o_wever, the medium stations ranked last in August compensation f i01110 111 figures, showing the larg- est dip (minus 12.9 per 5 Iutil'- 1 F Al :i Al 1 1 4 SOND J F dl J J AS O N D cent) of all three groups. I1 The larger stations dropped 1968-'67 comparison 1968-'67 corn parison off 8.2 per cent, and the smaller stations declined the least, with a figure of 3.6 per cent. g5.1.112.1 months, local revenue is $260.1 million as against $225.5 million last year, while compensation figures are $161.0 vs. $160.4 million.

ext issue: An analysis of tv revenue.

( copyrighted feature of TELEVISION AGE, nosiness barometer is based on a cross-section of stations in nil income and geographical categories. ['formation is tabulated by Dun & Bradstreet.)

'elevision Age, October 21, 1968 17 r The Flintstones N 5:30-6:00

p0 - Mike Douglas 6:00-7:30 r

Steve Allen 8:00-9:00 ..r r$: alb tii. 4 4\ a -`iP^ :'.:i /a a L ó J ~'t`,t /1315 tf tf r. 1` he me Time Variety Perry Mason I Love Lucy 9:00-10:00 .. Society 7:30-8:00

Our prime -time lineup reads like broadcasting's Who's Who. We pack 5:30-10:00 every week night with some of the biggest names and most successful shows in tele- vision history. From Mike Douglas to Perry Mason. WGN Programs for kids. Adults. And everybody in between. TELEVISION CHICAGO An exciting new prime -time concept! There's no TV station like our TV station.

18 Television Age, October 21, 196 THE WAY IT HAPPENED Newsfront I stores order from the pool. 'of vision's stronger appeal to the youth tv breaks through Some retail the "A" stores produce their own market) . commercials, or combine wild foot- The TvB primer quotes the most advertising is really start- Retail tv age from Chicago with material of recent Roper study which showed now, and the missionary [rg to roll their own. that tv outranks newspapers in terms been carried on by the Ilork that's network is concerned, of believability as a news source (41 of Advertising de- As far as elevision Bureau into for television as against of the Sears has already started to get per cent a pretty fair slice . it ll -yes the picture (full sponsorship of Ed newspapers' 24 per cent) Then red ít. and of on to make the logical point since TvB Sullivan earlier this month goes IIt's been several years people believe in a for a Perry Como special coming up in that "the more arted staging presentations more likely they are to December) . medium, the of prospective advertisers Abrahams ticks off these other accept the messages within it." ioups some cases, for individual made nd, in major retail tv users: department Among other major points and for agency people. Re- of retailers of the American Merchan- in Part I of "Why, What, How become more and more stores mits have Corp. group (in the last three Retail Tv": and the cumulative ef- dising ncouraging, measured months of BAR, AMC went The effectiveness of television of TvB's put -it -on -tv campaign in t;ct 273 commercials to 367) ; in creating total store traffic, building steadily-more from 1,as been Montgomery Ward (from 176 corn- contrast to newspaper advertising's have been taking to the tube, ores mercials a week last year to 190 this concentration on departments; nd the number of commercials per of television year) ; and J.C. Penney (from 124 The "intrusiveness" tore has been climbing. the view- in a typical 1967 week to 238 this ("To skip something on tv, year). er has to do something-turn away, the room- ilaylight ahead. Now, Howard One of the Television Bureau of turn off the set or leave to newspapers where to brahams, vice president of TvB Advertising's prime tools in its drive in contrast message the reader has to Jnd spearhead of the bureau's retail to get merchants into the tv scheme get the read the ad") ; 'ffensive, sees daylight. "The first of things is a recently published do something: The rise of new, and younger ''even months of this year," he says, primer on the medium-"Why, in department stores, ith pardonable pride, "have seen \1 hat, How of Retail n." management willingness to try tv. he breakthrough in department This extremely comprehensive and their is also laced with figures tore to evísion advertising." printed presentation ís an A -to -Z ex- Part I factors in the Abrahams has statistics from planation of exactly what commer- showing the seasonal stores that Iroadcast Advertisers Reports to cial television is all about and how use of tv by department advertise in the medium; crack up his statement. From January an advertiser can make best use of presently in length of com- lirough July, in the 75 major mar- it. their preferences 1967, 60 per cent were cets measured by BAR, the average "We designed it," says Abrahams, mercials (in 28 per cent were umber of commercials run by all "for the many retailers who know 60 -second spots, their use of time periods lepartment stores per week s aulted so little about television advertising IDs) ; and cent bought day, 18 .rom 2,784 in 1967 to 5,033. This- that they feel uncomfortable about it, (in 1967, 53 per evening, 12 per cent ivorks out to an average of 67 com- maybe even a bit afraid of it." per cent early cent late evening). mercials per week per market-up prime and 17 per from 37 the year before. Each is an The great lovers. On leafing The basics. Part II of the primer, 'impressive 81 per cent increase. through Part I of the two-part Basics of Television," The same first seven months of '68 presentation it becomes immediately called "The viewing habits, the concept saw department store ad space in apparent that TvB is treading very discusses a familiarization newspapers drop off to the tune of lightly when it comes to the long of homes coverage, demographics, the 6.7 per cent, according to Abrahams. standing and resoundingly requited with audience of the various ad posi- Not surprisingly, Sears, which love affair between department stores pros and cons r-elatice costs, plan comes out on top in just about every and newspapers. tions, lengths and costs by column in the retail box score, is TvB gives credit where credit is discounts, pre-emptability, types of programs leader in retail use of tv. Last due: "Newspapers built most of to- market sizes, to the retail advertiser, Ntheear, a typical week in BAR's 75 day's department stores." available and other 'markets, found the $8 billion mer- Then, rather gently, the primer reach versus frequency, chandising mammoth running 761 runs through the reasons why re- factors. has sent copies of its commercials. A comparable tally in tailers are beginning to put some of Although TvB all of the major 1968 reveals Sears' commercials al- their ad money into tv (rising space epic presentation to What, How of lmost tripling to 2,123 in a repre- in papers; the burgeoning of retail chains, "Why, rates primarily week. suburban papers throughout areas Retail Tv" was designed station salesmen. Sears, which operates some 825 that can be covered by commercials as a selling tool for says Abrahams, "if retail stores, exclusive of catalog on a single tv station; the advent of "After all," full acceptance, units, prepares about 40 commercials color in commercials; tv's ability to retail tv is to gain ,a these are the guys who are going to month through its central head - reach broader areas, thereby creating `,quarters in Chicago. Individual more new customers for stores; tele- have to do the job."

19 Television Age, October 21, 1963 EQUATION FOR. TIMEBUYERS

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.20 Television Age, October 21, 1964 Televisio

OCTOBER 21, 1

There's plenty of dissatisfaction with ratig methods but no clear-cut cswer The era of confusion

It is a frustrating fact that after two decades ginning of tv, Itas been the standard for tv au- of experience and testing, the television dience measurement. Still an anchor to many, business seems as much at odds about rating it is the home to which they return when the methods as e'er. Like phases of the moon, complexities and flaws of other methods sur- the disputes grow and wane; 1968 shapes up round audience figures with the fog of un- as another year of confrontation. certainty. Two intriguing developments give the 1968 Second is the rise in interest in the tele- situation a particularly sharp edge. One is phone coincidental method, the result of con- that a number of agency people have finally siderable research and promotion by C. E. screwed up their courage and concluded that Hooper, Inc. Ironically, it was this method the Nielsen Audimeter should he junked once that was displaced by the meter; 30 years ago and for all. the Hooperating was the yardstick in radio. This represents a fundamental break with One other major factor explains why the the past, for thie meter, almost from the be- issue of rating methods has been spotlighted

Television Age, October 21, 1968 21 this year. That is the emergence of offered refinements in data and faster tile Media Research Directors Coun- service which, while they reflect the cil as a moving force. An informal "needs" of clients, were not intended group from 15 top agencies, located to represent any basic change in the in New York, the council aired two manner of gathering ratings. major proposals this year which re- And that is where the situation flected the growing dissatisfaction stands. Isith rating methods. The dissatisfaction with ratings One was a call for new, national stems from two factors. First are syndicated rating services, the other the multitude of questions raised a proposal for a basic methodology about the accuracy of the existing study of audience measurement (see methods. Second is growing demand Why rate the ratings?, TELEVISION for information about individual

AGE, September 9, 1968) . viewers, and, conversely, the lessen- The call early this year for na- ing demand for household data. tional rating method proposals-in The stress on "people data"-the effect, alternatives to Nielsen-was kind of data that enables the ad- answered by the American Research vertiser to zero in on customers or THE DIARY Bureau, Brand Rating Index, Hooper potential customers-almost makes it R. and W. Simmons Associates. Only sound as if agencies feel there's not It is popular for getting audience corn the Hooper proposal got any degree it. But it's enough of not quite that sition data, but diary keepers are not e of acceptance and a number of simple. There is actually a con- ways the most reliable people in the wor agency people were left with the siderable amount and more than one feeling that the result was a lot of media planner has complained about There s by no means a consenst waste motion. Despite the interest in the burdensome detail of analyzing on the subject of dropping the mete Hooper, there were no indications the the mountainous data found in the Indeed, it would not likely be an i sue right now if agencies (lid m feel themselves tinder pressure to r duce their expenditures on audient measurement. "I wouldn't have an objection to receiving household dal if we didn't have to pay for it," sai a media research executive at a to agency. Should media pay? Some of the pressure to redid" the costs of buying tv audience dat

goes back to last year, when agent I profits took a clip. But a more irrj portant reason is the feeling anon; agencies that, while they pay les THE TELEPHONE than broadcasters for Nielsen, theft There's new interest in the telephone coincidental method, primarily because of efforts still contend their share of the bil by Hooper. But the method is limited in the amount of information it can get. 1 here are is too high. Some advertisers ant also the problems of early morning and late night calls and homes without telephones. agencies contend that media shoult' pay the full cost of audience data, method was accepted as a complete thick booklets issued periodically by since it is the responsibility of medir, substitute for NTI. FRB and Nielsen-not to mention to provide information of that kind As if in confirmation of this, the the asalanche of local rating books. "Nielsen's rate structure goes bacl council followed up with its method- Some of this analysis, of course, is to the early S0s," said an agency ology study proposal in the summer. being reduced to manageable levels executive, "arid at that time agencies This suggested that nothing of a by computers. were more involved in program pro radical nature Ile done until some What some agency people are now duction and program appeal. Today basic answers about television audi- saying is that both people and house- agencies don't buy programs, they ence measurement were gotten. hold data are no longer necessary buy audiences." A methodology study had been an I that the latter could melt he The agencies would save a lot of proposed by Simmons to the Adver- dropped without any loss. Since the money, of course, if the meter sample tising Research Foundation a few Nielsen meter gathers only house- was dropped while the audience years ago, but little has been done hold (or set) information, it clearly composition data were retained. Just about it. falls in the dispensable category, ac- how much would be saved is not Meanwhile, ARB and Nielsen have cording to this mew. clear, but it is sizeable enough to

22 Television Age, October 21, 1968 the diary, you're going to agencies want to drop "Now, there are ways of getting set from ke some more accurate figure for total badly. data on individuals which do not get a n meter if you just rely on the give them the option give you data on households at the viewers than This would alone." saving or putting same time-for example, placing a diary information pocketing the diary fig- of methods personal diary with one member of The issue of adjusting into the improvement however, or increase a household and choosing him ran- ures by using the meter, collect "people data," agency more (or domly. But most methods of getting remains controversial. Some Imple sizes to provide of data on individuals do obtain house- men say they can't see the logic kore reliable) demographic breaks. a lot of people don't it. Said one: "For one thing, meter Even if money were not an issue, hold data. And much faith in such figures. But data is per -minute information, while me admen and researchers feel the have the the diary data is-well, it's not ailability of household data, from they trust meter." he noted: "I think exactly clear what it is, except that iatever source, muddies up the As to expense, the main reason for wanting it certainly isn't per -minute informa- tdience measurement picture. They this is with the meter. But good tion. The diary viewer may have lint to such examples as the "top to do away Still, if you watched five minutes of the show, or )" lists and network advertising research costs money. of data you can 10 minutes or the whole thing. But hich uses homes figures as com- measure the amount the cost per unit no matter how long he watched, he ;titíve weapons. get with the meter, is damn low. Sure, it's expensive to is still considered one viewer. Now, these." The rating battlers get the meter into the house. But you really can't combine with once it's running, it's cheap. And it's One of the major problems "Advertisers who should know accurate." the diary is the relatively low ratio ,;tier," said a research executive, Other key advantages cited for the of cooperators. Roughly half of all 1rtill like to be associate I with a meter include its ability to get cumu- households asked to keep a diary r.called high -rated show, no matter lative audiences over long periods of do so, though the research services hat type of audience it has. I can time (as compared to the usual week- have lifted the cooperation rate in up a is call an advertiser who gave ly cumes fron the diary) and its use recent years. The obvious question ow that, for one reason or an - in "adjusting" data on individuals. whether those who don't cooperate her, seened to he reaching his "The big error in ratings is in list- are different in their viewing habits leal prospects. At least, that's that ing the program, not in who's watch- from those who (lo. The answer is yes But he of re sales figures showed. ing," said a researcher. "If a diary - but so far the buyers and sellers ropped it because he was ashamed keeper forgets to list a program he tv time are willing to live with this Ilf the rating-the homes rating, that watched or someone in the family flaw. In some cases, the more sophis- ,f doesn't pass along the word about ticated media buyers take certain Defenders of the meter, and there matching a program, that information presumed biases into account or else re plenty of them, cite in its defense is lost. Rut audience composition or fall hack on the assumption that the "re argument that it is the most ac- viewers per set doesn't vary much differences aren't significant enough urate audience measurement method from home to home for any one pro- to warrant paying more money to ow available. Mechanically, few gram. When you multiply the meter raise the cooperation rate. page 60) cult it and the fact that it does. information times the viewers per (Continued on lot depend on the less -than -perfect memory of humans is, of course, onsidered the strongest factor in its avor. An agency executive who hats been nvolved with media measurement for ,pore than two decades and who, himself, has been in the middle of ndustry squabbles about measure- nent methods, said: "The meter is an exact measure ,if something, whatever it is. Maybe he nethod needs some study, but there's a lot to be said for its ob- jectivity. Further, it can serve as a base for calculations of other fig- 'ures." A veteran researcher on the broad - last side put it this way: "If I had Ito choose between getting household THE METER figures via the meter and data on Individuals, I would choose the latter. "Untouched by human hands," the meter is considered the most reliable audience measure- 'Ilut there's no need to choose. That's ment method. But it doesn't show who's watching, and an increasing number of agencies dispensable, considering the cost involved. ',a phoney issue. feel that the household data it turns out is

Television Age, October 21, 1968 23 1 There's more than meets the eye at "We have one product and only president and associate copy direct Scali, McCabe, Stoves, the small one-advertising," Sloves stresses. at Carl Ally. "creative" shop that has been carving "Advertising is what a creative shop "We didn't leave PKL because I a niche for itself on Madison Ave- is all about, and the other services, were specifically unhappy with ar nue since May, 1967. media, marketing, research, go to thing," says Sloves. "We just f For one thing, the agency, which make better advertising. But we are that all of us together could ma projects current billings at the an- not a marketing shop. a contribution to contemporary a nual rate of about $9,000,000, as "Of course, an ad can only be as vertising that would be as good, compared to last year's $5,000,000, is good as the information the creative not better, than PKL's. determined to not live by creativity people are given to work with. end "At PKL ours was not the ultima alone. In a day when creativity is a commercial is only good if it is decision. \Vhen \on work for som the byword at nearly all agencies, properly placed." one else, your views and though this is a refreshing point of view. on advertising might not necessari Ten years ago, it They're the bosses now hardly would have he those of the agency. Now we' been worth mentioning. With this underl) ing philosphy, our own bosses. It's as simple SMS prefers to think of creativity Sloves, Sam Scali, Ed McCabe, Len that." as just one rung on the ladder of Hultgren and Alan Pesky set out to Together with a secretary, the fill advertising. And while creativity build themselves an agency 17 months men got themse ves a two -room sui may currently have the limelight at ago. at the Gotham Hotel. Just about the shop, there is an tEl equal interest Sloves, Scali, Pesky and Hultgren same time they checked in, thel in, and simultaneous development of were all with Papert, Koenig, Lois agreed to take on a soluntary a marketing, research and, of course, and their departure, in May 1967, count-Citizens For A Quieter Cit! media. The marketing involvement, came at a time when leaving PKL "We liad no accounts, no promise as a matter of fact, has gotten pretty was the thing to do. McCabe, vice of an account," Stoves recalls, sippin detailed. president and copy director, was vice coffee and sinking back into th "We all understand the creative process," explains Marvin Sloves, the 35 -year -old president. "But it's just Top echelon of Scali, Mc- that creatis ity alone doesn't make Cabe, Sloves tackles a for good advertising, and many of media problem. From left, the new agencies tend to forget that. standing: Alan Pesky and Sam Scali. Seated: They build their reputations on cre- Marvin Sloves, Leonard atii ity alone, to the exclusion of Hultgren, Edward McCabe everything else." and Michael Ephron. Not SMS. From the very start, when the agency was still in the afternoon bull session stage back in s October 1966, there was always the underlying notion of. establishing a well-rounded set of media, market- ing, research, and creative service departments when the agency opened

its doors. - The thinking behind this was that, as the agency developed, these de- partments would expand in proper balance. From the very beginning, according to the plan, a dialogue would be going on among these groups, a dialogue that would be maintained even as the agency in- r. creased in size. The importance of each depart- ment would be a flexible thing. The emphasis could be on all four, one of the four, or on any combination, as the specific situation might de- mand.

24 other small creative shops. The sec- cushions of a burlap sofa. "We tck retaries are young and pretty. The lire just five guys who had pooled executives are all smart dressers, good resources. To a certain extent qr talkers, interesting types. Physically might say we were naive. But 1u speaking, the agency could be labelled were also eager and determined. Even a small shop like quiet modern. There is a lot of un- from the start we never thought Ight obtrusive black vinyl, stainless steel wouldn't make it." McCabe, Sloves Scali, and laminated walnut. But under- Make it they did. The shop picked and moved neath it all is that dominant format i Volvo from Carl Ally must have a balanced that Ephron describes as "the total to a five -room suite. They hired marketing concept of advertising." 'chael Ephron, a former vice presi- blend of marketing "We never do an ad for a client and media director at Ted Bates, nt 17 -month - understand his marketing their media department. They strengths, this until we head his product, when the hotel and into space concept-who buys oved out of old agency feels buy, why - and where, who doesn't i the 11th floor of a (Madison Ave not," Sloves explains. "We regard an lie office building. agency as a marketing arm. Too They picked up more accounts- many agencies today stress the ellington Management, Litton In- glamour rather than the solidity and istries, Wimpy International, the professionalism of the business." lucat ion division of Xerox-and Not by Explains Pesky, executive vice dread out onto the entire 11th floor. president and director of account hey are currently planning a move creativity a Park Avenue building to pro - services: believe that everything we de more space for future growth. "We do should have a reason. And we On the surface, SMS is like a lot of alone don't prepare anything unless it first satisfies a marketing requirement." Just a good ad agency Pesky appears to be the most re- laxed, least formal of them all. He talks edged back in his chair with one leg up, his foot on the seat. He and Scali, vice president and cre- ative director, are the only two who don't smoke continuously. "If we want to be known as any- thing, it's as a good ad agency," he explains in a relaxed tone. "Before we ever anything we attempt to learn as much about our client as possible. We sit down, all of us, with the client and discuss marketing ob- jectives, and we direct our creative talents with these objectives in view." In most cases, Pesky points out, the agency doesn't have to establish marketing objectives-the client has already done so. Instead, SMS has to prepare a statement of these ob- jectives and see that they are fol- J lowed through. "We desire the opportunity of be- coming involved with a client above and beyond the preparation of adver- tising," Pesky explains. "We like to meet and talk with the sales people (Continued on page 56)

25 Conceptually, it's motherhood," complete schedules as ordered by the said the high -echelon media/ agencies. research man at the big New York The latter are necessitated by Dig- agency, "but when you take a isonics' promise to furnish its larger second look, you begin to wonder customers with exception reports in just how practical it really is." which most discrepancies are ite- "It" is the recently announced mized. A standard monthly proof -of - but as -yet -untried technique of elec- performance report would show sta- tronic commercials monitoring. Sel- tion, client, agency, the date, day of dom has Madison Avenue been so the week and time the commercial stirred to controversy by an idea ran, its number and length, its orig- still technically in gestation. ination (local or network), and audio For while the first commercial has or video "inadequacies." yet to be electronically monitored, When Teleproof I will become op- most research and media men have erational is somewhat problematical. taken positions for or against the Originally, the company announced concept. The pros and cons have that it would be furnishing coverage been clearly drawn-many of the of 25 markets by July 1. Now, some latter based on second looks at sys- four months later, a spokesman says, tems that seemed, at. first blush, to "We hope to be operating in Chicago be panaceas for the ills that beset and Los Angeles by December 1." monitoring. After that, "tentatise plans" call First, the systems. There are two- for coverage of 12 more of the top Teleproof I, dey eloped by Interna- 25 markets by February 1. tional Digisonics Corp. of Chicago, Meanwhile, BAR's Bob Morris, and, reportedly, soon to become op- who views Digisonics' haste with the erational; and Videomatic, a Broad- jaundiced yet tolerant eye of one who cast Advertisers Reports' product, knows the monitoring business inside which seems to be hovering in the and out, says that a demonstration wings awaiting what its progenitors, unit of his Videomatic system should president Bob Morris, and pub- be in operation at BAR's New York lisher Phil Edwards of BAR, con- offices by today (October 21) for all sider the proper time to uncork it. to see. The systems would be just about Just one . identical question .. in operation. Each y%ould sonics' game plan for Teleproof I execute a 100 per cent audit of every "Our machine works beautifully," says. commercial run on every station Morris says. "Lights light, the com- It says, in effect, that while adver-i every day in the year. On paper, it all puter computes, and it even emits tisers must ante up initially to get the looks disarmingly simple. audible sounds to tell you it's oper- system off and running, the burden Take Teleproof. In the vicinity of ating. It has tremendous sex appeal. of financial support should be shifted each of the country's 650 -odd com- "There's just one question - what over to the stations in what might he mercial tv stations, the company will do we do with it? The way things described as a client -agency power locate receiving equipment in the stand now, agencies couldn't begin to play. form of a Teleproof unit. This is an digest the tons of paper ork a "We believe," says a Digisonics unmanned "black box" with both in- system like this would generate." man, "advertisers, both directly and, put capacity (a digital tape recorder And right there, Morris (who through their agencies, should de- that reads a code that has been mat- firmly believes that the future, though mand full -coverage, reliable and in- ted or stripped to the commercial not the present, belongs to electronic dependent proof -of -performance af- film or tape) and output capacity monitoring) puts his finger on one fidavits from media in support of (transmission facilities to Dataphone of the system's two major drawbacks, their billing. As this happens, Tele - each day's worth of coded informa- as agency men see them. proof I will eliminate the charge to. tion to a master computer in Spring- "Besides that," Morris goes on, advertisers for this service." field, Ill.). "who do you think would end up Though almost to a man, the ad- This central computer will already paying for this thing?" vertising agency executives to whom have been gorged on data related to And there he hits on major draw- TELEVISION AGE talked feared that the commercials - clients, products, back number two. Most admen feel clients would buck the cost of elec- agencies' names and their codes for certain that the agencies would find tronic monitoring along to the the commercials, plus (and here, themselves gripping this particular agencies, they agreed unanimously many observers feel, is the kicker) bag, although that's not what 1)igi- that it should be the responsibility of

26 Television Age, October 21, 1968 Thus, an advertiser who spends base $27 million on tv would pay a rate for $20 million of $42,000, plus mil- a percentage of the remaining $7 or lion (in this case, 0.07 per cent, $46,900. In $4,900) . Total cost: Teleproof's rate structure, the per- 1 the centages range from 0.4 for $250,000-$500,000 base volume step ($1,000 base rate), to 0.01 per cent for the $80 million volume category I ($59,000 base rate) . Digisonics has sweetened the Tele - I I I proof medicine, however, by promis- ing to supply charter subscribers with full coverage in its first 25 I I markets for free during the first six 1 months the system is in operation. It is doubtful whether this lure will have much effect. As stated earlier, the thought of the blizzard of paper that figures to be created by any 100 per cent commercials mon- itoring system chills the heart of many a media and/or research di- rector. monitoring Says one (who, like most, is not Commercials about to speak for attribution), "It iectric my- may graduate from sounds great, but I keep asking self, `Is it really necessary?' nonitoring its current manual "What will we do with all this data when we get it? Look at the sampling status to an amount of information floating bcore? around today that's not being used. electronic system with Before we get into something like e stations. As they see it, it's il- this, we're going to make sure our gical to expect the buyer to pay to 100% coverage-and media department is making the best rove that he got what he ordered. then again it may not possible use of affidavits and BAR But shouldn't the broadcasters reports to get make -goods or re- ave something to say about that? funds." hey do. Plenty. Typical comments come from It's committee time believes that all the re- tiseph P. Dougherty, executive vice McDonald His agency has not been recom- data that's necessary is- al- resident of Capital Cities Broad- search mending any electronic monitoring ready available. "No one has proved asting Corp., and Ken McDonald, system to its c ients, pending the re- me that we need more," he re- eneral manager of xYW-Tv, the to port of a committee within the "and until they do I'm not Vestinghouse-owned station in Phila- marks, agency set up to evaluate all of the in paying for more. I elphia. interested monitoring services. "It's a com- a lot of ways to spend my Dougherty says that his company's have mittee of computer and research peo- as it is." cisiori on cooperating financially money ple looking at things from the stand- for the actual cost, peanuts it ould depend on the purposes the As point of practicality," he added. Advertisers spending under ystem was intended to serve. isn't. A research/media man at another a year on tv would pay a I "If it was designed to encourage $250,000 leading agency winced at the thought $1,000 a year. Above $250.000 tdvertisers to use tv," he says, "we'd flat of the expense and paperwork of an on, in 15 base volume steps, to a tfonsider sharing the cost. But if it's and electronic monitoring system, and of $90 million in tv billings. the 'hat advertisers feel they need as- high said he felt that both were sure to ,urance base rate goes to $60,000, accom- that their schedules run as end up on the agency's doorstep. irdered, panied by a percentage of the differ- all I can say is that's their "If you believe in sampling as a roblem. We already provide proof ence between the base volume step (Continued on page 57) f performance with aflida its." and the actual dollars spent. 27 Television Age, October 21, 1968 With the trend toward increased aired over contiguous nights, and the audience, examination of the ea fragmentation and more clutter preemption of an entire evening's indicates that program type, ralr on the television networks these days, schedule, as ín the case of ABC -TV's than time -period rating, is ,te advertisers are faced with the grow- four-hour Africa show. major factor in the rating of speci8. ing problem of standing out amid Before gazing into our crystal ball This is best illustrated by the tt the 1,600 daily advertising messages to determine future trends in specials that movies improved the time -pets boomed and belted at the consumer. and their value to advertisers, let's ratings by 32 per cent while serum Network users have been forced examine the types of specials we have music did the reverse, decreasing e to buy scatter plans, to hedge their seen already, considering their cost rating from an average of 15.8 to bets against the failure of new and and efficiency. low of 12.7, a 20 per cent decre;¡, exciting programs and, in order to The program type having the high- A similar situation showed upn gain impact, in are turning ever est rating was animated cartoons, comparing animated cartoons Wpb greater numbers to specials. with a rating of 27.6. However, op- dramas. The former raised the tie There is increased awareness of portunities to take advantage of these period rating from 20.2 to 27.6 (¡e the special's ability to concentrate specials were limited, with only 7 highest average rating among s. the advertising message through an such programs available during the cials types) while drama specials optimum selling period. Of equal im- season. duced the time period rating frtt portance is acceptance of the special Of greater significance was the 16.1 to 14.9. as a way of concentrating the mes- popularity of comic personality It must be remembered, 'towel sages from .a thinned -out scatter plan specials which averaged a 23.1 that ratings can be sacrificed into a single tv entity with its greater rating, based on 20 such programs. impact, depending upon an adv potential for merchandising and sales Individual program ratings ranged tiser's marketing goals. In maki promotion. from 36.3 to 14.7, with 13 out of the choice of a dramatic special, For example, in the 1967-68 sea- the 20 rating a 24.5, or better. (See advertiser may be after a particu;' son more than 300 entertainment and table opposite for a rating analysis type of quality -audience at that tin news specials were presented on the of entertainment specials for the rather than sheer numbers. three major television networks, a 1967-68 season.) Specials range widely in cost- greater share of network program- When looking at the performance say from $100,000 to $600,000 f ming hours than in any previous of specials, it is important to com- production, plus time charges. TI year. By contrast, in 1965-66 there pare special program ratings with certainly tends to keep away all b were only 88 network specials; in those for the time period tieing pre- the bigger -budget advertisers. 1966-67, only 103. empted. Although no one will deny But are specials really expensi Innovations in the presentation of the advantage of being in the time when all things are taken into co specials included multiple segments, period that normally attracts a good sideration? \'any advertisers this they are. However, when you co See page 53 for cost -per -1,000 figures for advertisers presenting specials. sider the ads antages of sponsor ide tification, impact, and timeliness, tl How cost -per -1,000 is not out of line. entertainment specials For example, the average spot rank by type sored show comes in around $4.51 per -1,000 households; and scatte September, 1967-May, 1968 plan buys are over $4.00. When tl -per Avg. audience rating Special cost -1,000 for specials ($5.19 is measurer' against that for all spot Pre-empted rating range sored programs ($4.50), the 15 pt Type Number Special time period High Low cent premium paid for the speciti Animated cartoon 7 27.6 20.2 34.3 20.2 seems small compared with the ai Comic personality 20 23.1 19.1 36.3 14.7 vantage of being able to schedul Musical personality 21 22.7 17.4 32.5 12.4 the special in a peak selling period Spectaculars (ice shows, rodeos, Keeping in mind that whet etc.) 5 22.7 21.3 29.2 19.1 Pageant/award specials are purchased cost -per -1,001 13 21.0 15.1 35.6 13.0 Movies is generally not the primary con 6 20.6 15.6 24.7 11.7 Children's musical sideration, it may he of interest ti 6 20.4 19.6 26.0 14.2 Dramas note that, with three exceptions, al 17 15.4 17.9 22.6 10.5 Adult -per musical 3 14.9 16.1 16.2 14.0 users of specials scored costs Serious music less 3 12.7 15.8 20.5 8.1 1,000 of $7.11 or less -mostly Others 10 18.6 17.5 27.0 11.3 One was as low as $2.18 (see list or page 53). Average 111 20.7 18.0. 36.3 8.1 Since it is a big and Source: Nielsen tv index. investment, the chance of failure is high, it might be well to list a few basic 28 Television Age, October 21, 19681, when buy- fa,ors to be considered jr, specials. save money by It Don't try to If bling mediocre programming. to interrupt a person's }I1 are going you must give him owing pattern, smething special. time periods 1 Preempt the best you're csistent with the audience example, you ting to reach. If, for special, a scheduling a comedy a regularly i a it is wise to preempt attracting sieduled show already of viewer audience. ill same kind The;.

special way olp - .111" tor .. ¡ (Obi, k,

- "- . advertise 4;

Specials give clients merchandising impact, Y' and enable them to be t. r heard above the `clutter' of short commercials, f /

- says a media director L f ,1#".}. By JOHN J. MESKIL

Iso, the larger the audience lead - a, the greater your chance of re- ining or improving your audience e ze. Make a complete study of the Ompetition opposite your special. ,nowledge of counter -programming an be advantageous in preselecting our audience. e O I Promotion of the special is ex- iemely important. On -the -air pro- ms by the network are best, but ewspapers and TV Guide have also roved helpful in gaining added udience. For CBS, "Peanuts" specials The 1968-69 season will see as (top) have hit big, while NBC nanny specials as the previous season, has scored heavily with "Miss erhaps more. But what types of America" (center), and ABC K,vai'' !Htecials are we likely to see in the with "Bridge on the River !future? right), one of the block- movie specials. (Continued on page 53) buster The number of products and serv- APPAREL DRUGS, TOILETRIES ices new to spot tv during the second Apparel Fabrics & Cosmetics & Beauty Aids quarter of 1968 totaled 162, accord- Finishes Arrivals Ltd. ing to a tabulation by LNA-Rora- Burlington Industries Inc. 2nd Debut Cosmetics Galey baugh, as released by the Television & Lord 1 pparel- Noxell Corp. A/en Bureau of Advertising. This com- Country Fresh cream & El lotion pares with 164 products and services Paso Natural Gas Cu. Beaunit fabrics Alen Plough Inc. in the corresponding quarter of last Koracorp Industries Inc. Coppertone Products year. Koratron fabric process Plough Inc. Detailed comparisons of spot new- Q -T tanning lotion Footwear Rexall Drugs comers by product be- categories Green Vanta tween Shoe Manufacturing Cosmetics last year and this are made Co. Depilatories & Deodorants difficult by a revamping in LNA- Stride Rite shoes-children Proctor Sr Gamble Rorabaugh categories, to make them Ready -to -Wear Puce spray deodorant comparable to reports on other media. Fairfield -Noble Corp. Hair Products However, certain patterns sere ap- Fairfield sportswear-men American Cyanamid Co. parent. There were declines in new- Palm Beach Co. Breck Sunbrella hair lotion comers in two Austin Hill major package goods sportswear- Roux Labs fields foods men & women - and drugs/toiletries. Roux hair coloring Here is the complete listing for Siegel, Henry I. Co. Inc. h.i.s. Medicines & Proprietary this year's second quarter: sportswear-men & women Remedies American Home Products BUSINESS, FINANCIAL Dristan vaporizer Consumer Services Burroughs Wellcome & Co., U.S.A. Inc. First Virginia Second Bankshares Empirin Corp. Compound tablets Ciba 1st Wisconsin charge card Antivy Spray -on medicine quarter Financial Ciba Argus Research Financial Nupercainal sunburn spray Services Pfizer, Chas. & Co. Inc, spot Financial Services Tyvon Anti -Fatigue Tablets Axe Houghton Mutual Funds Toilet Soaps .Iiutual Funds American Cyanamid Co. newcomers California Computer Prod- Brecl, beauty soap ucts Inc. Purex Investments Sing deodorant soap

Du Pont, Francis & Co. FOOL ) Investments Beer, Wine Eastman Dillion Union Se- Canadian Breweries Ltd. curities Co. Cincie beer Brokers Cerviceria Coruna De Rey - Great Financial nora Corp. Corona Beer of Matamoros Bakersfield Savings Schlitz, Jos. Brewing Co. Industrial Fixtures Prinro beer 1 hex Corp. Wagner, August Breweries, Inc. Abex Corp. general promo - ton ,Ilark V diet beer Heublein, inc. Precision Valve Corp. Ileubleirr cocktail mix Precision aerosol valves Ileublin, Inc. New -to -spot products Insurance Lancers wine Hartford Insurance Group Distillers Corp - Seagraius and services remain Insurance Ltd. Rural Insurance Co.'s Browne -Vintners wine at last year's level, Rural Insurance Co. Confect' wry, Snacks, & Office Equipment Soft !)rinks but certain package goods Litton Industries Inc. Borden Inc. Royal Typewriter Wise onion flavored rings categories decline Canada Dr) Corp. Public Utilities Canada Dry Sport Cola American Electric Power Philip Morris, Inc. Co. Suchard imported cheese /!'/heeling Electric Co. Squibb Beech -nut, Inc. Nebraska Public Power Carefree sugarless gum System (Continued on page 60)

30 Television Age, October 21, 1903 A PROGRAM MAN ,._ View poi,,

special, and an oc- ABC on their usual second rate news Opening nights on casional break from NBC when they go documentary pray every fourth week. Add these two together, and to all networks, opening nights came to s they must for top guest stars who can do their thing without inter- September. In reviewing ABC product, it little 1i ABC in ference from the "plot," and the vehicle could last a that since this network runs a poor rrst be remembered while. race, ít must experiment more. has tird in the rating Here Come the Brides, Wednesday, 7:30-8:30 p.m., pay off for ABC, and more innovation first the wild swings scope and action and fairly attractive people. The to them than to the others. Sure, they direc- m be attributed show was abominable in leaden dialogue and bad out, but when they hit, they hit big. Here's If the pro- r en strike tion and editing, but the promise was there. looks for the third network. this season ducer sticks to the great northwest and man against has come up with Land o/ the On Sunday, nature, and builds personalities, the shows could be fine. p.m. The idea is out of Jonathan Swift, tarts, 6:30-7:30 But there's no indication to date that this will actually space ship with a skimpy pay load th modern dress. A happen. unknown planet where the residents are in drawn to an Another way, way out experiment is The Ugliest Girl like humans. The struggle of the a ants who look just the World, Thursday, 7:30-8 p.m. This is a farce about the environment, animals, mad scien- is rth people against fellow who goes to England as a Twiggy model and etc. will be the series. 4s, enormous children, accepted as a girl. While nothing in this show is in the idea is good, but the execution is some - In general, the least believable, it is the kind of far out, whacky show exaggerated and decidedly in conflict with moy ie that in- ties wildly that sometimes surprises every hod', . The mood of the moment. There is gross over- e non-violent spired it was one of the funniest of all time. the part of the giants. The first re - tting and sadism on the odds are against The Ugliest Girl in the World. was favorable, because of the /don of the audience Being made in England doesn't help it either, but the time o/ Huckleberry Finn, but eakness of The Adventures period is ripe for a runaway and this kind of sholy has show beating Lassie, Gentle Ben, and s hard to see this often been popular with the masses. . ABC though. lisnel 1 strong try by Tales of the Unknown, Thursday, 9:30-10:30 p.m., is one more of the many ABC shows that violate the new Action may put `The Outcasts' over Another will swing with The Outcasts, Monday. I0 p.m., brings still another experiment in integration 4to television programming. This one matches a southern x -Confederate officer yy ith a former slave, with each 4 aced to support the other in order to survive. The bas'c idea is implausible, and the acting and writ- r ig go way overboard. Also, the mayhem in this one ;sts all the pledges. Howes er, there is lots of action and, ;. thile it will never beat its competition, this show may et through the season. fit have a winner here. A more legitimate entry in the "cops are OK people" "Mod Squad" - ARC could chool is llod Squad, Tuesday, 7:30-8:30 p.m. This one fosters mayhem, sadism and horror. eatures three attractive young people, a white boy and code. In fact, it way to do this kind of show and, as lid and-here we go again-a black hoy, who are under - There is no other we l done in the traditional B double -feature ',met. detectives in L.A. The group ís likable and almost such, it is It could hold its own, but there really is relievable. The direction is natural, and the violence is movie tradition. for this trash in modern day television. itubdued. 'I his show has a chance, especially against Jerry no place entry in the new show race is .ewis. The last major ABC for brass rings, The Don Rickles Show, Y ou say you haven't had enough? The toughest one another grabber p.m. Rickles has been the darling of the lo call and one of the freshest ideas in television is Thai's Friday, 9-9:30 of his impertinences and debunking of i/e. This is an attempt to bring a new musical comedy star set because for the throat with his insults, but 'how to the medium each week. The stars are Robert the great. He goes with him. The problem is how to Morse. who has only a fair record in show business, and makes the stars laugh tv out of a night club act. an unknown ingenue. The music is sometimes new, some - make a show and Nickles over -did dimes familiar. The first show was moving and lively. The first show was overproduced, the fact that he is Jewish, his The second show was more labored and heavy banded. every thinb including his writer and stooge, Danny That's Li/e depends a lot on the guest stars. Robert Morse apology and explanation, He may find his way, but it's has a tendency to be too cute with the same old dopey Thomas, and the band. start, that he will go the poses that get boring after awhile. The girl is also a little more likely, after this kind of about as soon.-j. B. jtoo much. Fortunately, the show has a default from CBS way of F. Lee Bailey, and

1'eleiWon. Age, October 21, 1968 31 "-Tim/Tape Report

CHEERS FOR CHAN America and due by kpril to be con-- - NON-VERBAL HEYDAY

Up in Canada. - nected Warner Bros. also to the Spanish -language "The way to make it in the ad,i. Seven Arts sold its Charlie Chan markets in the United States. tising community is to learn the . Film Festival, a bundle of 21 Chan On hand were Mario Sotella from guage," said Sam Magdofl, pr. pictures, to seven stations. Costa Rica, Juan Ramon Plan from dent of Elektra Film Productit The 21 pictures, some with Warner Venezuela, Manuel Rabanal from talking to a class of design studtt Oland playing Chan, others with Mexico, Carlos Calvo from the Do- at New York's Pratt Institute. Sidney Toler as the inscrutable de- minican Republic, Jesus Mondria Magdoff was talking about tective, were selected for a from Panama and Gonzalo Castille Chan language of graphics. He cited . from festis al last Spring by New York's Honduras. sere ations of semiologists Erl Museum of Modern Art. Representing Movierecord from Fischer and Albert Mehrabian were The Canadian markets planning to Madrid Jo Linten, chairman underscore the ubiquity of "ni run the and president, Chan Festival: CBLT Toronto, along with Guillermo verbal communication," magic, ft CBMT and Montreal, CBOT Ottawa, CBNT Salamanca Jesus Minquez, and ing, and prestidigitation in fil Edmonton, CKPR Port Arthur, cJrc Jaime Ibran, executive vice president making techniques, including the of Sault Ste. Marie and CJAY Winnipeg. Movierecord in New York. sign of titles, graphics, and anin, Meanwhile, back in the United Lion. PROGRAM NOTES States, Golden Press published a pa- l\Iagdoff told the design studei per -back called Quotations from In the works under the direction that what they were learning was Charlie Chan, a compendium of gems of black actor and producer Ken- tually "magic and non-verbal co? culled from the soundtracks of the neth Spalding as a co -production be- munications." He added that with t' Chan movies by Harvey Chertok, vice tween Wolper Productions and Hol- growing influence of art directol president for tv advertising and loway Productions is Take Time for and art -oriented executives in publicity at Warner Bros. -Seven Talent, a series of variety perform- agencies, the market for men train Arts, and Martha Torge, Chertok's ances by amateurs belonging to mi- in graphics is wide open. assistant. nority groups. lmateur auditions Among the' treasures: "Sometimes for the show are now being held in OFF-MADISON MOVIES quickest way to brain of young Los Angeles at Markham Jr. High Underground mixed with Estal sprout is by impression on other School and at Grant's Music Center. lishment earlier this month at Ne end"; "Foolish rooster who stick 1 ork's Tin Lizzie when the FAQ head HOW TO... in lawn mower end up in Picture Corp., a commercials-makiii stew"; " "Time only wasted when Hollywood Video Center, in asso- outfit, showed its display reel as pail Il sprinkling perfume on goat farm." ciation with Fourways Productions, of the watering place's continuin Back up in Canada, a film pro- is producing a series of half-hour series of Tuesday luncheon conrmei duced by Chertok in association with comedies on such subjects as How cials unreelings. The National to Behave Film Board of Canada in a Nudist Colony, How The "underground" note was at was shown in a premier broadcast to Play Golf, and How to Surf. anti -war film spliced into the reel) on the Canadian Broadcasting Cor- The opener, How to Play Golf, is a film made by Stephen Verona o poration's tv network last month. being taped by HVC's mobile tape the F VT Picture Corp. Since till The film-called Seven Surprizes unit at the Chevy Chase Country theme of the protest film could bt (sic)-has won more than a score Club in Glendale. Host of the series summed up as "Make love not war,'I of awards is at film festivals around Eddie Carol, with Bob Warren it will, in Verona's estimate, never the world. as narrator. get on the air. In the U.S., it has been sold to more than 100 tv stations by Warner SUPERGIRLS CASTS OF CHARACTERS Bros. -Seven Arts. It's an assemblage On the boards at Chuck Barris Historical personages are all over of seven films made by Canada's Na- Productions is Supergirls, a half- the tube this Fall, in commercials for tional Film Board. hour series about two girls who go Armstrong ceilings, Chun King into business advertising they'll, do frozen foods, Century cigarettes. OLE OLA! any thing legal for money. Barris is One of the Armstrong ceiling plugs pitching the show at the '69 tv net- shows a ceiling decorator looking Earlier this month, broadcasting work season. much like Michelangelo. The Cen- executives from several Latin Amer- Barris now produces The Dating tury IDs feature notables from ican countries met in Miami with Game, The Newlywed Game and Galileo to Catherine the Great, in- executives of Movierecord, the big Operations: Entertainment, all for cluding Charlemagne, Henry VIII, Spanish advertising and film -making ABC-TV. Recently he acquired two and Genghis Khan. complex, to talk about plans for literary properties he plans to make The J.. Walter Thompson commer- Olavision. That's the Spanish -lan- into movies: Or I'll Dress You in cials for Chun King feature Marco guage network due to start operat- Mourning, and Don't the Moon Look Polo, Marie Antoinette, and a quasi - ing toward year's end in Latin Lonesome. historical character, Sergeant Pres- 32 Television Age, Ociober 21, 1968 Versailles, o of the Yukon. At Advertising Directory of Jie Antoinette meets a crisis: hi've run out of caviar. What to (t; the hundreds of nobles attend- SELLING COMMERCIALS 01 the soiree? "Let 'm eat egg e," roars the queen. arco Polo brings back to Venice Iv the Chinese secret of making ma, as historians have supposed, )LIan ice chest full of "the finest Benjamin Moore Paints Dreher Adv. Falstaff Brewing Corp. FC&B Itntal foods in the world," Chun - r ' g frozen entrees. srgeant Preston the intrepid 11,tntie rescues some snowbound tttpectors from starvation in the ,i of time with Chun King frozen I ken chow mein. The 30 -second ,lltmercials are running in two J m'te rights on ABC-TV and in Hollywood 8anza on NBC-TV. ELEKTRA FILM PRODUCTIONS, INC., N.Y. N. LEE LACY/ASSOCIATES, LTD., GING MAD fad Magazine has long fattened oily as fodder for broad burlesque, Chevrolet Campbell -Ewald Fanta "Ski" Marschalk Co. ail now tv is repaying the compli- nit. For commercials for Costa Ice -rt kaki Cram, agency Spade and Archer ciimissioned Jack Davis, Mad il- rator, to make drawings. Davis Ir, it "IMP- ._ d drawings for four 10 -second sits, drawings of King Kong, of _ , . a ice cream "slicer," of Emil Dis- p'za the agency's art director, and !s 11. c'a brown cow. I WYLDE FILMS, INC., New York GERALD SCHNITZER PRODS., Hollywood 1 RE COME DA PRINCE 'rince Macaroni Co. and its a3ncy, Venet Advertising, took a Fidelity Capital Fund Harold Cabot from the Rowan & Martin Esso Imperial Oil Cockfield, Brown Ltd. ugh -In in elaborating its Fall spot cñpaign in New England and New jerk and Detroit. The agency made 'cries of 10 vignettes. An example: desperado with a noose around l. neck wolfs down a plate of c ughetti on the scaffold. Voice-over:

'f it's the last thing you do . . I Prince spaghetti." After the ';nging, the sheriff comments, New York MOVIERECORD, INC./ESTUDIOS MORO PAUL KIM & LEW GIFFORD, ['here goes a prince of a guy!" iOVIES IN MOVIES

A million dollars worth of 60 -sec - slots in Gillette Foamy BBDO primetime movies on Excedrin "Silhouette" Young & Rubicam ,BC -TV have been bought by Uni- .. ; rsal Pictures to plug movies in 'eatrical release. David A. Lipton, vice president of

niversal, said his company is con - A, 'need "that the highest number of )tential moviegoers can he reached rough audiences watching older 'ovies on tv, and specifically on BC's highly -rated Night at the PGL PRODUCTIONS, INC., New York PELICAN PRODUCTIONS, INC., New York !ovies, which are seen by an esti- ated 30,000,000 viewers."

'elevision Age, October 21, 1968 33 COMMERCIALS MAKERS Keitz & Herndon, and Tracey -Locke as vice president and creative s HENRY C. BATE, a vice president Advertising; both in Dallas. visor. He has been creative dil and tv production supervisor at Ted At Reeves Sound Studios,. JOHN F. since '59, and a member of the I Bates & Co., joined Artemis Films, VORISEK took over as president, suc- of directors and of the Inc. exec. as producer and director in ceeding Chester L. Stewart, who has committee since '62. charge of commercial production. Ballister joined Bates as a I krtemis, set up in '67 to make writer in 1959. In '63, he beca. industrial films, is going into the vice president and creative 9 tv commercials field with Bate's visor. Last year, Ballister becat joining the company as a partner. senior creative supervisor, Before joining Bates five years ago, this year a senior vice presit. Bate was with Ogilvy & Mather and Levine joined Bates as a e with McCann-Erickson, as a pro- writer in '55, became a copy gi ducer. supervisor and a vice presiden In California, WILLIAM STERLING '56. In '57 he was promote( joined Cascade Pictures of California creative supervisor; in '64, to se. as vice and president director of vice president and associate cren sales and marketing. Sterling, who director. At J. Walter Thompson, GRAr, ORISEK TRIPP, a creative supervisor, retired. Vorisek, who joined Reeves 25 years ago, was vice president and general manager. He has also been a consultant on radio and tv to New York Governor Nelson Rockefeller. Vorisek has also continued to op- erate his own company, Sound Enter- prises, editing sound for the foreign department of and a host of network specials.

AD MAKERS STERLING At Ted Bates & Co., JEREMY GURY started out at ' oung & Rubicam became deputy chairman of the directing commercials, has been a board in charge of creative services, TRIPP staff director at CBS -TV and more supervising creative work in Bates' elected a senior vice president. Tr recently involved in commercials 28 offices around the world as well had been a vice president. He joiii production at Pacific Title, Samuel as in the New York headquarters. the agency in 1953 as a tv comm' 14 Goldwyn Studios, and Jerry Fair- Gury, who hitherto was senior vice cial writer. As creative supervisor banks Productions. president of the agency and creative directs a group working on Easttga JOHN HOPSON joined Cascade Pic- director in New York, has delegated Kodak, Pan Am, Standard Bran, tures of California as national sales a large measure of responsibility for aluminum Ltd., Eli Lilly, and Ti manager for National Television New York creative operations to Salvation Army (a public serv Film Distributors, a division of Cas- creative directors BARRY J. BALLISTER account). cade. and ERWIN A. LEVINE, who are also At Batten, Barton, Durstine & ( In Los Angeles, WILLIAM N. BURCH senior vice presidents of the agency. born, GEORGE M. ROGERS, JR., din was named vice president of Uni- Gury called the change "a step tor of business affairs and tv accou ersal Commercial -Industrial Films away from bigness; a step toward supervisor in the tv programmi: (division of Universal City Studios). closer, more productive relationships. department, was awarded a vi Burch will continue to produce and It recognizes that the individual presidency. MCA -TV's direct closed-circuit tele- spirit and productivity of the creative Rogers joined the agency two yea cast of the Indianapolis 500. person is the most important element ago. Before that, he was director In Dallas, LARY KUEHN joined in the organization." radio -tv public relations at Goodye+ Visual Presentations as national sales Gury joined Bates as copy direc- Tire & Rubber. Earlier, Rogers w. manager. For the past four years, tor in 1948, went to Benton & Bowles with Erwin Wasey and with a nut was Kuehn with Jamieson Film in as vice president and copy chief in her of commercials studios. Befoi Dallas. Before that he was with 1953 and in '56, returned to Bates that, he was manager of partic pating programs at NBC-TV. In Chicago, ALVIN F. PIERCE joint MUSIC BY Needham, Harper & Steers as an a: PROD. director. Pierce had been an ar INC. FILMS TV .RADIO ELECTRONICS directox and tv producer at Erwil Wasey in Los Angeles, and wit 119 WEST 57th ST., N.Y. C. 765-4635 (212) Gardner Advertising and Tatham Laird & Kudner in Chicago.

_34 Television Age, October 21, 1961 I rir

o 0

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-I:

11.

HOW DOES A HOT STATION GET HOTTER?

KOOL-TV DID IT BY ADDING COLOR FILM.

in news audience. We are "The idea is to be way out in us to film his trip for our documentary position to the ront in every way possible," says 'LSD-Madness or Miracle?', only regular color contributors with lack Murphy, the Phoenix station's color could dramatically record the CBS Network News coverage of film lice President and Director of News images he drew. We got a 47% the Southwest. We shoot color black -and -white at and Special Events. "So we added share of audience with that one exclusively-no two days' Codak Ektachrome color film and the against popular network evening all. Kodak experts spent the ME -4 Codak ME -4 Process for local news, shows." helping us set up Kodak iocumentaries, and commercials. Our Murphy tells about other color Process, and it's gone smoothly the 'atings went up. Our advertiser advantages. "We had been doing since. In fact, we're even reducing Kodak J nterest went up. Our advertising color spots for local advertisers in the costs of processing by using =evenue went up." studio with color cameras. Color film silver recovery equipment." The station's Director of Promotion meant we could shoot 'on location' Everyone in TV will and Publicity, Marge Injasoulian, at the advertiser's place of business go full color sooner or enlarges on that. "Color film has for more impact and immediacy. It later. Better contact given us a new realistic dimension for definitely increased advertising Kodak soon-the mOcsepz news and investigative documentaries. income. The use of color film in news sooner the When a man took LSD and allowed moved us to a strong, dominant better. _

EASTMAN KODAK COMPANY Brook, ATLANTA: 5315 Peachtree Industrial Blvd., Chamblee, 30005, 404-G1 7-5211; CHICAGO: 1901 West 22nd St., Oak 60523, Monica Blvd., 312-654-0200; DALLAS: 6300 Cedar Springs Rd., 75235, 214-FL 1-3221; HOLLYWOOD: 6706 Santa 90038, 213-464-6131; NEW YORK: 200 Park Ave., 10017, 212-MU 7-7080; SAN FRANCISCO: 3250 Van Ness Ave., 94119, 415-776-6055 In New York, Gumbinner-North LEND-LEASE Screen Gems as midwest sales chit awarded a vice presidency to ROBERT NBC International has appointed and for 18 years before that was STOLLER. Stoller joined the agency Jerry VIadden as its color tv special- branch manager with Universal Pi as an art director two years ago, ist for Europe, with the title of tures in Seattle and Portland. earlier was with Warwick & Legler director, color planning and opera- DONALD H. MCGANNON, preside and with Grey Advertising. tions. Madden will be available to and chairman of Group W, was a ESTELLE JACOBS joined Doremus & European broadcasting systems as pointed industry chairman of N Co. as a tv and radio producer. She tional Bible Week (Oct. 20-27). M had been with Wells, Rich, Greene Gannon, a prominent Catholic la and before that worked in program man, is a member of the Committi supervision and production at Leo on Communications of the Unite Burnett. Earlier, Miss Jacobs was a States Catholic Conference, and tv production assistant at an ad consultor to the Pontifical Commi agency in London, Allardyce Palmer, Ylt sion for Communications Media. Ltd. RICHARD ROTH joined Paramour In Los Angeles, KEITH HARRIER Television as assistant to Douglas! and JOEL SQUIER joined Carson, Cramer, executive vice president i Roberts, Harrier as production ad- charge of production. Roth was a ministrator in the broadcast produc- assistant producer at Columbia Pit tion department, and Squier as a tv tares. producer. J.1MiE G. JAMESON joined MI Harrier was with Murakami Wolf Bailes' Productions as casting dire as production manager and executive MADDEN tor for the Sandy Baron serie producer, and before that was an Jameson has worked with Talent At color consultant. Currently he is executive producer at MPO Video- sociates (Supermarket Sweep), TE working in Vienna helping Oster- tronics. Earlier, Harrier was a pro- Alan Burke Show, The Les Cran' reiches Rundfunk plan its new ducer at Young & Rubicam. Show, and others. Kuniglberg color tv center. Squier was a producer at Foote, Onto the national awards com Madden joined NBC 18 years ago Cone & Belding, and before that _was mittee of the National Academy o with as a unit manager, later worked as Dancer -Fitzgerald -Sample. Tv Arts and Sciences went ROY 1L E an associate producer on West Coast Also joining Carson/Roberts were BLAKEM 1N, tv attorney; FRED FREED shows, then in '63 became director art directors MICHAEL DUVALL and NBC News producer; ALVIN PERL of special news projects. PAUL B. BRUHWILER. MUTTER, NET Journal producer ant In '65, Madden became general Duvall was with Marsteller, and head of Spectrum Associates, and at manager of NBC Sports, handling earlier with Advertising Associates an alternate member from the Nest operations anti finance for the com- and Dunlap & Associates in Santa York chapter, ROY DANISH, director pany's tv and radio network sports Barbara. Bruhwiler was with Charles of the Television Information Office Eames, departments. and earlier with Saul Bass From the Hollywood chapter, corn as head designer. Before that, he mittee members are director SERGE worked in ZOOMING IN ON PEOPLE France for Conde Nast KRIZMAN, scenarist STIRLING SILL!' Publications, and At Four Dorland, and Grey. Star Entertainment Corp., PLIANT, and as alternate CHARLES In the New RICHARD COLBERT York office of Gardner was promoted to FRIES, vice president of Screen Gems, Advertising, vice presidencies were vice president and general sales Inc. awarded to executive art director Other members of the committee MICHAEL BLATT and copy chief are J 1CK FE k IIEY, program man- STUART H'I ATT. ager Of KING -TV Seattle; WILLIAM J. MCCARTER, vice president and general MARCEAU SOLO manager of WETA-TV Washington; Signed up to be the only "live" -j' --f. RICHARD REINIUER, associate pro- performer amid a flock of cartoon - 794.- ducer of Wild Kingdom, and as al characters is pantomimist Marcel ternate EI)WARi) L. MORRIS, pro- Marceau, contracted by 20th Cen- gramming director of WTTW Chi- tury Fox Tv to appear, in his char- 5 cago. acter of "Bip," in a series of half- In Sao Paulo, Brazil, ELIE W1HBA hour specials. joined 20th Century -Fox Tv Inter- Filmation Associates, which also national as sales manager for Brazil. works on 20th Fox -TV's Fantastic Wahba had been with United Artists Voyage and Journey to the Center COLBERT Ts- for four years as manager for of the Earth series, is doing the ani- Brazil and Peru. Earlier, he was mation for the Marceau series, manager. headquartering in San sales manager for Productos Cine- which is destined for first -run syndi- Francisco. matographicos Herbert IIichers, cation. For 20th Fox Tv and NBC- Colbert joined Four Star six years Ltda., representing MICA -TV. TV, Filmation is preparing King ago as western division manager, Born in Cairo and educated i Arthur and the Knights of the Round then became vice president, western France and Brazil, \`''ahba speaks Table. sales. Earlier, Colbert was with six languages fluently. He is 20th -

36 Television Age, October 21, 1968 first representative in F: Tv's Advertising Directory of Bzil. 'he new office has been set up, ac- vice c,ding to Alan Silverbach, SELLING COMMERCIALS psident in charge of syndicated 5;1s, "in response to the need to require - sivice the special marketing pats of the territory." n London, Leslie Linder joined coln- j',rtin Ransohoff's Filmways Gulf Young & Rubicam Reynolds Aluminum Co. Clinton E. Frank px as managing director of Film- had been with mys, Ltd. Linder Eft -11tij 1111 (aeral Artists Corp. in London.

© '- TIE DOTTED LINE r Sven before the new season 4%0 srted on the U.S. networks last ' it nth, 20th Century -Fox Tv cilked up heavy sales abroad for t) of the new series: Land of the FILMFAIR, NEW YORK JEFFERSON PRODUCTIONS, Charlotte (mts, and Julia. vnt to 22 countries, Julia to 16. Taking Land of the Giants are fgentina, Colombia, Great Britain, Grey Advertising (braltar, Mexico, The Philippines, Hill Packing Company A, A, N & P Southern California Edison 'lailand, Singapore, Japan, Canada, Inezuela, Peru, Ecuador and eight countries. tier Latin American `s Taking Julia are Holland, Mexico, ,. jpan, The Philippines, Thailand,

1 nada, Argentina, Colombia, Uru- pay, Venezuela, Ecuador and five tier Latin American countries. MCA -TV reported a flurry of ROSE-MAGWOOD PRODS. OF CALIFORNIA PANTOMIME PICTURES, Hollywood Iles. Al/red Hitchcock Presents went

I WAVE -TV Louisville, KENS-TV San .htonio, (both taking the series in le 60 -minute format), and, in the Southern Union Gas Tracy -Locke tlf-hour length, to KTTS-TV Spring - Homelite Chainsaws Soderberg & Cleveland 1d, WFBG-TV Altoona, WTVC Chat- ,,tf ñooga and WOC-TV Davenport. I IP I Tales of Wells Fargo went to 3LL-TV Helena, KGSC-TV San Jose, XEX-TV Richmond/Petersburg, - t IHOL.TV Kearney, WCTV Tallahassee, {cannel 20 in San Francisco; wDBJ- r r Roanoke and WOC-TV Davenport. , ít, In other action, The Monsters went PP- KSBW-TV Salinas, KSL-TV Salt Lake KING SCREEN PRODUCTIONS, Seattle JAMIESON FILM COMPANY, Dallas íty, KHTV Houston, KSHO-TV Las egas, WSBK-TV Boston, WBAY-TV reen Bay, WHNB-TV Hartford, KOAT- I Albuquerque, WALB-TV Albany Quaker Oats Company Compton Adv. Standard Oil Company D'Arcy Id WFLD-TV Chicago. Mr. Ed went to WSB-TV Atlanta, SPA -TV Spartanburg, WIMA-TV Lima, ad t\ \NY -TV Burlington. MCA -TV chalked up 12 more sales )r Suspense Theatre and 11 for 'agon Train. Taking Suspense heatre WYTV ST were Youngstown, AME ANY tWTV Cadillac, KNOE-TV Monroe, - -- L .. d l {FBM-TV Indianapolis, KVAL-TV Eu- WGN CONTINENTAL PRODUCTIONS, Chicago FRED A. NILES-Chicago, Hollywood, N.Y. ,ene, WHBQ-TV Memphis, WTEV New Iedford/Providence, WKEF-TV Day -

"elevision Age, October 21, 1968 37. Advertising Directory of ton, WALB-TV Albany, KFYR-TV Bis- From Cleveland, Broadcaste marck, WSUN-TV St. Petersburg and Television System, Inc. report' the new UHF in Ft. Myers. clearing a lineup of SELLING 30 markets i Taking Wagon Train were KRDO- BTS' new country & western serif COMMERCIALS TV Colorado Springs, WCSC-TV Rebtown USA. Charleston, WMAZ-TV Macon, KZAZ- The markets: Charlotte, New TV Nogales -Tucson, WITN-TV Wash- leans, Lafayette, Erie, Philadelph ington, WHBQ-Tv Memphis, WIS-TV Palm Beach, Tucson, Dallas, Daytt Columbia, KMED-TV Medford, KEYT Bangor, Fresno, Chicago, Charl( r

Santa Barbara, WCTU-TV Charlotte ton, Montgomery, Sioux City, L 1 and XETV San Diego. Vegas, Jacksonville, Washingto Sunbeam Corp. Perrin & Associates At the crest of a wave of off -net- Minneapolis, Boston, Durham, Set, work sales, NBC Films scored 10 tle, Youngstown, Cincinnati, St more sales of I Spy, to KJEO Fresno, Francisco, Houston, Baltimorl KOA-TV Denver, KOAA-TV Pueblo, Phoenix, and Wauson. WCIX-TV Miami, WEAT-TV West Palm BTS also reported four new ma Beach, KOLO-TV Reno, KTVM Med- kets for its Upbeat series. ford, KELP TV El Paso, KIRK TV North American Television Ai sociates .. Houston and WBAY-TV Green Bay. chalked up 10 more sales t its package of seven King Divorce Court went to seven sta- Famii holiday specials, for a total tll tions: WHNB-TV New Britain, WEAT- tally date TV of some 70 markets. SARRA, INC. West Palm Beach, WLBZ-TV Bangor, WCYB-TV Bristol, WSLS-TV TOUGH HAUL Roanoke, KVOS-TV Bellingham and The Toyota Corolla may be KTNT-TV Tacoma. Uniroyal "Keds" Doyle Dane Bernbach Detroit dinosaur, but it was quite Laredo went to WSFA-TV Mont- strain to get it to fly. For a con gomery, KOA-TV Denver, WEAT-TV ,.:\ 'f West Palm Beach, KYTV Springfield, TA KORK-TV Las Vegas and KSWO-TV .tOYQ Lawton. I V Continuing the wave, T.H.E. Cat went to WSJS-TV Winston-Salem. WKEF Dayton, and WLVA-TV Lynch- burg; The Real McCoys went to KRON-TV San Francisco, WPTV West PAUL KIM & LEW GIFFORD, New York Palm Beach, WWAY Wilmington and WNOK-TV Columbia.

United Crusade Grey Adv. In the trough of the wave, Laramie went to WMAZ-TV Macon and wsJs- TV Winston-Salem; Forest Rangers ' ..,...,v... e.... _ to WTVJ Miami, Kimba to WEAT-TV West Palm Beach, a pile of NBC documentaries to WTVC Chattanooga, The Richard Boone Show to wosU- TV Columbus, Victory at Sea to WTHS-TV Miami, KXLY-TV Spokane and WHRO-TV Norfolk, and Profiles L. in Courage to WOSU-TV Columbus SANDLER FILMS, INC., Hollywood WHRO-TV - - - Norfolk and KYVE-TV mercial for Yakima. Toyota and its agency, Clinton E. Frank in Los Angeles, Arena Productions The Strange the production crew of Wakeford- Volkswagen of America, Inc. DDB Report, now in production in Britain, Orloff sweated in the Mojave Desert has been sold in five markets in 115 -degree heat to get the car, abroad: Japan, Hong Kong, The to glide through the air down to a Philippines, Australia and New Zea- landing on the desert floor where] f land. 4 r=Oil- The series is slated to go on a super -sophisticated couple would . _. Britain's ITV stations next Fall. nonchalantly hop into it and tool .. Arena is making the series in as- away. sociation with NBC-TV and Associ- It took two helicopters to do the ated Television, Ltd. Norman Felton, job, one of them a big chopper president of Arena, said the series from which the Toyota dangled 4,500 is being ,considered by VIDEOTAPE CENTER. New York NBC-TV ex- feet above the desert, the other a ecutives as a possible mid -season smaller one for cameraman Kent replacement. Wakeford. 38. T8levision Age. October 21, 1968 lUST READING

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'devision Age, October 21, 1968 39 Wall Street Report ,l

Long time no see. It's been years Apart from its insurance, finance, since there was so much attention on real estate and it _; industrial interests, rS . , the broadcast stocks, with Wall Street has United Artists and a film dis- A'. standing interestedly by as the issue tributing organization. of a fourth national television net- This link between movie capability work arises again. and tv broadcasting is becoming ever l Metromedia's deal with Trans- stronger as the two sides of the busi- america Corp. gives it by far the ness seek vertical integration. Film - 'Íj biggest advantage. Investors were ways' recent purchase of Cascade quick to grasp the significance of the Broadcasting is another example. merger w, hich, if it goes through, Filmways' announced it would build will result in Metromedia's becoming Thomas Bostic's Cascade into a "sig- a subsidiary of Transamerica. nificant" factor in broadcasting. Earlier in the week before the an- . , - -+ nouncement of the proposed merger, Enter Norton Simon? There had Metromedia rose 7 points on rumors been talk in the Street about Norton of a takeover by Norton Simon Inc., Simon Inc. getting into the network ,- on rumors that MM was taking over act. The logical move would be to . Kinney National, and several other extend McCall Corp., which already stories. calls itself a communications com- After the announcement, trading pany, into a major broadcast opera- in Metromedia was suspended for a tion. Henry Bowes, who took over handle. It's been mulling over tl while, but was resumed that same the McCall branch of the Simon op- deal for a long time. day. Immediately the stock started to erations about a year ago, was dead John Beckt-

president and I go down, obviously adjusting to the against entering broadcasting, but chief executive of T admitted that relative price fixed on it by Trans- now he has handed in his resignation he had been visiti back and forth w ith John america-the. deal is for three- the N hole situation could change. Klupl Metromedia quarters of a share of TA for one RKO General has recently been chairman and pre dent, for "four or five share of MM. studying the economics of a network years." The fact that operation. Also Kaiser has been mak- Metromedia wi planned as the Over -reaction. Oddly enough, there ing noises about a fourth network. nucleus of a four) network was was over -reaction. Metromedia went There was some excitement about indicated at the confe ence, when Kluge commented th the joint resources of both compani Metromedia, Inc. "could provide Metromedia the cap bility for an alternative Recent Price .... 49 progra' Indicated Dividend .... $0.50 service for television stations lackir Fiscal 1967 earnings per share ....$1.60 Yield. .. .1.0% P/E network affiliations." And Becke Ratio .... 30.6x Shares . outstanding.. .4,931,000 said afterward he couldn't deny ti Transamerica Corp. network would be created. Recent Price ....70 Indicated Dividend.. . .$1.00 The betting favorite. Fiscal In any even , 1967 earnings per share... . $2.78 Yield... .1.4% P/E Ratio. .. .25.2x Wall Street is putting its money o Shares outstanding. . . .28,859,000 Transamerica as the owner of a nel network. There's no question ti' money is there if it's needed. Tram' down as Transamerica went up, to a fourth network a couple of years america has assets of about $3 bill the point where there was consider- ago, when Daniel Overmyer started lion. Metromedia's current assets an able imbalance. Transamerica at was the Overmyer network. There were small by comparison-"only" $45' 70, which meant MM should have all kinds of problems there, but million-but it offers a very strong been at slightly over 52, but MM was basically the enterprise took more plank on which to build. three dollars or so below that mark. money than Overmyer had realized, The merger agreement, which in Obviously, if TA stays around 70, and it went into receivership. For volves about $300 million at current, Metromedia is in a buying zone at about a month afterward it was op- market prices, is subject to approva anything below 52. erated as United Network, before of Metromedia shareholders and the Despite this slight aberration, the break-up. The Overmyer experiment FCC. Transamerica shareholders: investor was right in his evaluation demonstrated beyond doubt the fan- meanwhile, have been asked to ap of the situation: he was betting on tastic cost involved in setting up a prove a' 2 -for -1 stock split. After the Transamerica's becoming a powerful network, even on a limited basis. split, Metromedia holders would get force in broadcasting. Already TA is Transamerica, however, isn't likely 1/ shares of TA for each MM com- well -placed to enter broadcasting. to plunge into anything it can't mon. I 40 Television Age, October 21, 1968 OCTOBER 21, 1968

TELEVISION AGE SPOT REPORT

a review of current activity in national spot tv

"Working closely with our customers eginning shortly, a new face ber's advertising agency, BBDO. group" is the way we like to operate. When will appear in the spot tv mar- The agency used its "focus 3 information someone does business with Paine, t. Paine, Webber, Jackson & Cur- interviews and existing the investment firm's Webber we like to feel he's joined t, the brokerage firm, has decided concerning of the family for good." expand its advertising program clients to reach a determination The print campaign which began tus year to inc ude television for the Paine, Webber's best prospects. analysis revealed that a in late September includes 13 na- I'st time. Further de- tional insertions in magazines such The Wall Street firm, which has prospective customer's primary firm is as Time, Newsweek, Sports Illus- offices nationwide, is making the sire in selecting a brokerage ii trated and others. The schedule ove, according to advertising man- close, personal attention. the also includes large -space insertions in ger Dick Fahnestock, "following a To reach the target audience, be 37 newspapers. A direct mail cam- I/67 Gallup study which showed tv spot campaign will supported paign is also being contemplated. le company has an awareness prob- by a series of newspaper and maga- The tv buys have not yet been m." zine ails. Each features an actual a speci- made, but it is hoped that they can It is hoped spot buys in six major customer who has invested through Paine, he on the air by the end of October. Itarkets will help overcome the situ - fied amount of capital be- !ion. Webber, and who has thereby Fahnestock reported his firm is come a member of the "family." says: of expecting viewers to break down The copy for tv and print Among current añd upcoming spot s doors, but indicated the upcom- campaigns from advertisers and tg purchase is the first move in a agencies across the country are the tree- or four-year master plan to following: Ito 'crease the public's awareness of '°o lie company. Associated Products, Inc. The move into spot tv calls for (Dancer -Fitzgerald -Sample, Inc., New pots in New York, Los Angeles, York) 'hicago, Boston, Detroit, and Min- An eight -week outing for RIV \L DOG began shortly before issue date: leapolis-St. FOOD Paul during the coming Early and late fringe as we I as ear. The color 20s are tagged for day and primetime 30s and 605., will hair -break insert ion during net- be used to sell the women in about 20 markets. Ed Gallen made the buy. 'ork s pee ials. liThe hues are targeted to reach Beechnut Inc. en 3549 years of age and who (.l. Walter Thompson. Co., New York) am more than $15,000 a year. Barbara Gonda buys for General A four week flight for BEECHNUT week in about Awake and Valen - BABY FOODS begins this This profile was reached following Foods' Birds Eye will be used Rubi- 24 markets. Daytime 30s i series of in-depth market -research cia orange juice in Young & to reach young mothers. Dorothy is the buyer. ladies conducted by Paine, Web - cant's New York office. Thornton 41 Television Age, October 21, 1968 run Spot (From page 41) A push for SCORE haircream will Carter Products Inc. until November 18. Commercials are being (Sullivan, seen in daytime, fringe, and weekend Stainer, Colwell & Bay,, sports programs in Albuquerque, El Inc. New York) The Best Foods Div. of Paso, Lubbock, and Topeka. Mike 1 13 week buy for 1RRID EXTR Corn Products Sales Co. Newbrand placed the buy. DRY has already begun in over 60 markets. Fringe and primetime 30s (Foote, Cone & Belding, New York) and 60s are being used. Myrna Rattne A five week play for Buitoni Foods Corp. NUSOFT F 1BRIC and Eric Hirvonen worked together 01 SOFTNER will begin November 4. (Doyle, Dane, Bernbach, Inc., New t his buy. Daytime plus early and late fringe 30s York) will be used to sell the product in 49 markets. A buy fo BUITONI PIZZA will continue Colgate-Palmolive Company Judy McGregor and Elizabeth through 11. Seen in Booth made the November about (Ted Bates & Co., Inc., New Yor buy. 15 the markets 30s and 60s are using A push for various day and time. Bob COLG 1TE products fringe Morano begins in 95 markets November The Borden Co. placed the buy. 3 and will run for four weeks. Daytime plus (Ross Roy of New York, Inc.) early and late fringe 60s will be used An eight week outing for INSTANT Carter Products to reach women. Madeline Doverman, KAVA COFFEE will begin in 14 markets (Sullivan, Stanger, Colwell & Bayles, Phillip Cohen, and Loren Griffiths all today. Fringe and daytime 30s and 60s worked on the buy. will be used to reach the women. Bill Inc., New York) Maher did the buying. Commercials for CARTERS PILLS Coty are being seen in 150 markets. The 13- (Delehanty, Kurnit & Geller, Bristol week buy of daytime and early fringe Nt -Meyers Co. 30s began shortly before issue date. York) (Ogilvy & Mather, Inc., New York) Val Sauri worked on the buy. (Continued on page 4

n LAND OF YEAR-ROUND U t0 GOOD LIVING, GOOD BUS/NESS

WCTV WELCOMES VOGUE HOMES TO WCTV-LAND

"Vogue Homes", manufacturers of quality mobile homes, is coming in to WCTV Land with a million dollar payroll. I; It is expected that 200 new jobs will be created during the first year, almost all of it drawn from the local labor market. An investment of $300,000 is involved. Welcome

"Vogue Homes" to WCTV-land! rf

E. C. Allen, Chairman of the Board of Vogue Homes who announced the selection of Quincy as the site of the company's new mobile home manufacturing facility. ,t< 741411%

TALLAHASSEE THOMASVILLE

1 BLAIR TELEVISION

A CBS An It ME . :.:2c1.adauni:,,.,aNa\s14.U:atXd. ..

42 Television Age, October 21, 1968 One Buyer's Opinion . . . THE MEDIA BUYING SERVICES MYTH

Much is being written about the use of media buying services-both good and bad. N ost of the good appears to be emanating from the heads defining what of these services who submit their raisons d'etre and keep their positions are and are not; and from the clients of these services (who are themselves, paradoxically, without the media personnel quali- fied to provide an adequate evaluation of a media buy). The bad-mouthing has come from a number of media department ex- ecutives and station representatives who, as individuals, have refrained from using a collective voice for fear of government "restraint of trade" regulations; and, again, from the clients of these services (who are themselves without the media personnel qualified to evaluate a buy). Can these sers ices do everything they say they can (lo? Are they truly the eighth wonder of the media world? While I must admit that a dearth exists of in-depth knowledge of all media buying service operations, I throw out I have acquired a few general observations of my own that for those contemplating using one of these services: The top station in a market will not break its rate card (except perhaps in a buyer's market, in which case all buyers have a crack at reduced rates). If you want to break the card, you go to the weak sister in the market. The spot buyer without the insight or concern of the marketing objectives of a brand is at a great disadvantage during a buy. No matter how good your buyers are, if their objective is to buy cheap they will get what they pay for (off -card rate objectives are poor ones if they are the sole objectives of a buy). As any organization grows, waste, duplication and diminishing returns set in. This may inevitably apply to the media buying service operation to the extent of replicating the predicament of the medía de- partment. Buyers who circumvent station representatives are alienating the same and depriving themselves of necessary follow-up service provided by the rep. We tend to be overly critical of our own people. Capable media personnel are found in agencies, too! (Would you know who would he buying your schedule?)

A rating point is not a rating point is not a rating point. If you disagree, I dare you to schedule seven 1:00 a.m. movies instead of that TELEVISION late news spot at 10 times the cost (hut the same grps). Will the buy- ing service's recaps show rating points only? KIMA-TV Yakima If money is saved in a buy: KEPR-TV Tri Cities -What was the source of the original estimated budget? -Were the rating points that were purchased "seasonalized" (Le., KLEW-TV Lewiston adjusted to accommodate seasonal sets -in -use fluctuations) ? A November rating will rarely hold up in August. -Was all the money saved in the smaller, less important markets- NOW REPRESENTED BY or across the hoard? -Was it saved during a "soft" period when anyone could save money? ^T The agency that considers the employment of the media buying service should include the aforementioned in its evaluation. The prolifer- ation of a media buying service myth will only serve to shift the respon- ELI 1 sibility of media buying, not necessarily is effectiveness. Get some facts. THE HOLLINGBERY COMPANY

"eleoision Age, October 21, 1968 43 Spot (From page 42) some 50 markets. Fringe 30s and 60s prime, and daytime in Baltimore, are being used to attract women. Washing on, Seattle, Portland, and NI 1 four week flight for various \l Chaet was the buyer. York. The buy is for 11 weeks. COTY products begins November 26 in Jack O'Connor made the purchase. 40 markets. Primetime lO' and 20s will General Foods Corp. be used to reach women. Jerry Gelinas The Mentholatum Co. did the buying. (Young & Rubicam, Inc., New York) Commercials for S INK 1 COFFEE will O. )Walter Thompson Co., New Yo) General Foods Corp. be seen in 39 markets beginning today. Commercials for the DIENTHOI AU: The five week buy is for piggyback 30s COMPANY will be seen (Benton & Bowles, on 66 station Inc., New York) in early and late fringe in an attempt to The spots which will run in two group A 200 market buy for COOL WIIIP reach the ladies. Mike jarulolowski is will be seen until March 22. The first breaks immediately and will run for 13 the buyer. group of 23 nlarketb.t began running weeks. the Fringe 30s, 60s, and piggybacks spots October 20 in fringe time. The will be used. Fred 011rn and Dave second group of 43 markets will Smith H. C. A. Food Corp. begin engineered the buy. the commercials on November 10. (Smith -Greenland Co., Inc., New The company is using 60s in an atte General Foods Corp. York) to reach all age levels. Dorothy Corriga is the buyer. (Young & Rubicatn, Inc., New York) Commercials for DOXSEE CLAM Commercials for GAINESBl1RGERS have PRODUCTS began shortly before issue already begun a nine week outing in date. The lOs will he teen in fringe, Merrill, Lynch, Pierce, Fenner & Smith, Inc. ttrt I (Ogilvy / & Mather, Inc., New You' r .Y - (Continued on page 1 I 1 , 4 Buyer's Checklist New Representatives n KGUN-TV Tucson has appointed _ n 09 Edward Petry & Co. its national sales representative, effective imme- 111 diately. c ° 1/" . WUTV Clarksburg -Weston, West Virginia has named Avery-Knodel, r Inc. its national sales LSL representa- tive, effective immediately. o _.Am 110111. Nettvork Rate Increases s NBC: .I wcAE.-Tv Lancaster, Pa. from Y ,11 $1,500 to $1,600 effective April 1, 1969. Kviv Springfield, Mo. from $525 to $575 effective April 1, 1969. NEVER SEE A 14 -LB. PEARL` _ WHIZ -TV Zanesville, Ohio from YOU MAY $120 to $140 effective April 1, 1969. BUT...Sales Glitter in the 38th Market with WKZO-TV With a 49% prime -time share,t Grand Rapids -Kalamazoo and H -R WKZO-TV is a real gem in the Greater Western cost calculator WKZO-TV MARKET market . . . the 38th television A new, simplified pocket cal- COVERAGE AREA ARB '65 viewing market. culator is being distributed by

j MICR. H -R Television, Inc., to sta- Yt OSCtotA aAa Your Avery-Knodel man is the tions, agencies and advertisers. one to help you cultivate a bigger Designed by Martin E. share of sales. Goldberg, II -R vice president MN.b .t.1 And, if you want the best in charge of research and data O IY- R of the 011' I o.0 (lb I. Wont, processing, the calculator is e Grand Rapid, rest of Upstate Michigan ou, AutE ylKn designed to determine approxi- IaO I¡,M.1 1mNSToi (Cadillac -Sault Ste. Marie), add WWTV/WWUP-TV to your mate cost -per -1,000 figures WKZO-TV schedule. when audience levels and costs per spot are known. It can also N.-1 f Source: ARB, 1967. ITM aC{ 'ROOK determine spot costs when IND.° N.AW.t-a aA.l Nrl * The Pearl of Allah is 91/ inches long audience level and desired cpm -OHIO and 51/2 inches in diameter. are established. 37ie,`.'/jo t JY.d Silo The calculator is available RADIO WOOD RALAMA700BAITLE GREEK free on request. Direct inquiries Wit! GRANO RAPIDS WItM GRAND RAPIDS IYLAMA200 on . company letterhead to WWAM/WWIV/M CADILLAC 1(70 -TV 100,000 WATTS TELEVISION CHANNEL 3 1000' TOWER Martin E. Goldberg, II -R Tele- WR20TV GRAND RAPTOS KALAMAZOO Studios In Both Kalamazoo and Grand Rapids .WWTV/ CADILLAGTRAVERSI Cl/V For Greater Western Michigan vision, Inc., 277 Park Avenue, WWUP-TV SAULI SIL MARIE KOLNTV! LINCOLN. NERRAS0A Arer,-Knodel, Ina., (Marine National Rep Ioast, KG IN TV GRAND ISLAND. REO. New York, N. Y. 10017.

II

1 44 Television Age, October 21, 1968' WILLIAM MAHER P9file

really good opportunity came along tilliam Maher, media supervisor in either account work or selling I Roy of New York, Inc., is dtloss be swayed either way. fellow %%ho not too long could tttmbitious do wanted to "I think a media man could wasn't sure what he at very well as an account executive but now seems headed on a de because he knows what the problems re,onably straight track. of media are. There's a danger that e recently left Dancer-Fitzgerald- he may try to impose his own likes ,ttple, where he had been with the and dislikes about media into a mar- department for two years, to mlia keting situation. Anyone who changes fa; up his new post. departments must be prepared to do Then Maher graduated high one thing or the other. He can't wear in '55, like so many other anol too many hats." he was at loose ends. He ydhs Maher doesn't rule out the pos- a job with the telephone com- t(c sibility of making a career in media ply for what he called, "the ulti- didn't want to be the Cary work. me security. "I account executive," ex- "I think the planner has a more n 1959 he joined the Chase Man- Grant -type "so when I graduated meaningful job than the buyer. Buy- h,an Bank (where he says he plained Maher, from that position." ing is a creative thing, but with time - Isn't have a friend) ín their ad- I steered away that cre- buyers overloaded, they don't have ntistrative trainee program. He is the first to admit forte, and so he time to be creative." ust about then he decided it was ativity is not his his career. Maher and his wife make their tie he headed back to school. After chose media for all typed and home in New York. They are both elolling at the City College of New "I had my resume top 10 or 15 avid photographers. 1' k, Maher toyed with the idea of ready to mail to the occurred "I consider myself a great candid homing a history teacher. But agencies when an opening photographer," he said, "but my wife wing with friends discouraged him, at 1) -F -S. That was two years ago, is better at composition." tithe changed his major to market - and here I am today." any detailed They also enjoy astronomy and iv and began to attend school full - Maher doesn't have skin diving. tie. future plans, but does admit, "If a

Pharmaco Inc. spots will he seen in evening, daytime, )Ot (From page 44) and primetime. Susan Young is the (Norman, Craig & Kummel, Inc., contact. New York) various Rand Div. of ''uIl year buy for MERRILL, LYNCH, A six week buy for Remington broke shortly IERCE, FENNER & SMITH is PHARMACO products Sperry Rand Daytime and fringe n;ady underway in 6 markets. The before issue date. (Delehanty, Kurnit & Geller, New in 70 markets III Street firm is using 609 in fringe 10s and 30s will be used order to reach men and women. Sid I ork) el primetime to reach the men. John in (Continued on page 46) boks placed the buy. Ginsberg did the buying. & Gamble Co. ".te National Biscuit Co. The Procter (Renton & Bowles Inc., New York) l enton & Bowles Inc., New York) Up in spot four market buy for PRELL 19 market buy for NABISCO CONCEN1 RATE and SALVO to run Tobacco Co. IIIPSTERS run November The American will until until the end of the year has been made. 'Fringe are being has from 17th to sixth and primetime 60s The piggyback 30s will be seen in jumped id to placed reach women. Andy Grant fringe and prime time. Jim Brown did the position on the list of the top buy. buying. 100 national and regional spot lrwich Pharmacal Co. The Procter & Gamble Co. advertisers. I:enton & Bowles Inc., New York) (Young & Rubicam, Inc., New York) American Tobacco, which short push for PEPTO BISMOL A full year huy for CHEER broke shortly pumped $3,205,400 into spot ran prior to issue (late. Seen in seven Early and late fringe before issue date. (luring the second quarter of ttrkets including Providence, Binghamton, as well as day and prime time will be rl Madison, the 30s and 60s are running used in 107 markets. On this go round, 1967, nearly doubled that early and late fringe time in an piggybacks and straight 60s will be used amount for the same quarter ort to attract women. Jerry Bract gets.. women. Alice to sell the product to to figures e credit for this buy. hitener is the buyer. this year, according from the Television Bureau of 'ter Paul Inc. Quaker Oats Company Advertising. )ancer-Fitzgerald-Sample, New (La Roche, llcCafirey & McCall, Inc., tobacco company spent York) Inc., New York) The in spot this time push for PETER P5111, CANDIES A double buy in about 10 markets $5.819,700 11 he seen in 80 markets until began just prior to issue (late for around, thereby edging William 'eember end of February 7. Prime and fringe 60s, 20s SNICKS. Through the Wrigley Jr. out of fifth position d piggybacks will he used to reach all 60s will be used in the markets. Beginning e levels. The buyer is Jay C. November 11 an added six week push into sixth. nsenthal. wilt be using 30s to reach women. The

elevision Age, October 21, 1968 45 Spot (From page 45) York) Sauter Labs. Inc. Commercials for WATER MAID RICE (McCann-Erickson, New will be seen in 29 Inc., Yo) markets through A buy for various November 3. SAUTER LABS Primetime and fringe lOs products' and 20s began shortly before issue dal Commercials for the LADY are being used to reach women. and will continue through December 2: REMINGTON SHA\ ER and Georgette Robinson did the buying. Fringe and primetime 20s and 30s are REMINGTON H \IR CURLERS will being used in 26 markets. Abbey Lester be seen in 15 markets beginning SauSea Foods Inc. placed the buy. November 28 and running for three and (Sin ¡II, -Greenla,u/ Co. Inc., New (Continued on page 1 a half week:. Fringe 609 will be used 1 ork) to reach both men and women. Kay \n eight week push for Funge did the buying. S\('SEA SHRIMP COCKTAIL will begin November 11 in eight markets. Daytime, primetime, Riviana Foods Inc. early and late fringe lOs will be used to attract women. Sylvia Alles made the Media Personals (Dancer -Fitzgerald -Sample, Inc., New buy. JEREMY D. SPRAGUE has been ap. pointed director of media for Foote, Cone & Belding, Inc., New York and PETER M. BARDACH has been named director of broadcast at the agency. Bardach will be responsible for network negotiation and pro- gramming for all New York office'' accounts. He has been with the j Take a good agency since 1954.

look at the WtLLtAM MAHER has joined Ross Roy of New York, Inc., as a media The Largest supervisor. Maher was formerly with QUAD - Market Between Dancer -Fitzgerald -Sample, Inc. as a Chicago/Omaha, Minneapolis -St. media planner. CITIES Paul/St. Louis PETER J. DALTON has been elected served from a vice president of Gardner Adver- Davenport, Iowa by tising Company Inc., New York. Dal- c -Tv ton serves there as media director. BREND\ BERKLEY has been ap- pointed manager of tv/radio for Kane Light Gladney Inc., New York. Miss Berkley was previously a mem- ber of Governor Rockefeller's press The Quad -City staff. communities are as closely knit together as the boroughs of New York or the municipalities of Cook County, Illinois. It is a combination .of four large and six smaller cities, nestled along both HOWARD M. K \J1IN, banks of the Mississippi River, in the rich heartland of the U. S. A. and JOSEPH NI. HURRAY have been elected vice The Quad -Cities is the right buy for a test market or a total market campaign ... and it presidents of Grey Advertising Inc., doesn't take a complicated media mix to effectively cover this market ....just WOC-TV. New York. Kantin is director of media analysis and assistant media HOW LONG HAS IT BEEN SINCE YOU COMPARED THE director. Murray works as assistant media director. and group head. QUAD -CITIES WITH OTHER MIDWESTERN MARKETS? 'WENDELL EASTLING has been pro- moted to media director of Carson/ AREA OF DOMINANT INFLUENCE (ADI) RANKINGS* January 1. 1968 Roberts/Inc., Los Angeles. Eastling Quad -Cities Des Moines Cedar Rapids - Waterloo T.V. Households 60 61 73 Consumer Spendable Income 56 Total 57 64 Retail Sales 53 56 64 Food Sales 66 Drug 71 79 Sales 59 62 68 METRO AREA RANKINGS* January -1, 1968 +lira... Quad -Cities Des Moines Cedar Rapids - Waterloo c21415s. Population 87 Consumer 109 108 Spendable Income 73 82 88 C.S.I. (per Household) 24 Total Retail 30 44 Sales 76 87 93 Food Sales 86 105 Drug Sales 122 74 95 88 *SR&D

THE RIGHT BUY IN THE MIDWEST IS THE QUAD -CITIES ... AND THE RIGHT MEDIA IN THE QUAD -CITIES IS WOC-TV!

WOC-TV ... where the NEWS is EASTLING SERVING WOCTV ... where the COLOR is WOCTV where the w ... PERSONALITIES are QUAD-CITIES*U.S.A. will rill ti e vacancy created in Au- FROM DAVENPORT. IOWA of 6 gust when SIDNEY K 11IN was trans- ferred to London. Exclusive National Representative - Peters, Griffin, Woodward, Inc.

46 Television Age, October 21, 1968' Agency Appointments

JOHN E. owEN has been appointed SY ETHAN has been named vice executive administrator of the cre- president and account group super- ative department of Foote, Cone & visor by Gumbinner-North Co., Inc., Belding, Inc., New York. Owen New York. Ethan was previously a joined the agency in 1953 as a pro- creative group head. ducer and was named broadcast su- pervisor five years later. He way CLAUDE ROSSE has joined the made a vice president in 1963. Emery \dvertising Corp., Baltimore, as an account executive. Rossé was JAMES P. FOLEY has joined formerly with William Jenkins Ad- Ketchum, MacLeod & Grove, Inc., vertising, Inc., Philadelphia. New York, as an account supervisor. Foley was' formerly an account su- HERB Y 1GER has been promoted pervisor at the John F. Murray Ad- from account supervisor to vice vertising Agency, Inc. He has also president and management super- Los been a vice president and account visor for Carson/Roberts/Inc., supervisor at West. Weir & Bartel Angeles. Succeeding Yager will he and a senior copywriter for Smith JOHN H. GERL',CH who previously Kline & French Laboratories. was an associate partner of Jack Tinker & Partners in Los Angeles. SHANNON FRANCIS has been pro- moted to vice president and gen- ROBERT II. HUNTINGTON, JR., ac- eral manager for the Dallas office of count manager at Compton Adver- the lylin Advertising Agency. Fran- tising, Inc., New York, has been cis, who joined Aylin in 1967 as promoted to management supervisor manager of account services, has on the Tide, Cascade and Duncan also been director of public rela- Hines Baking Mixes accounts, and has been a vice president of I lions for the Mercantile National elected t: Bank at Dallas. the agency.

JOHN It. BASSET, D. REYNOLDS JOSEPH R. BRACKEN, JIt., and I' 11001íE, and MARSTON mutts llave all JAMES K. AI %KRIANES, JR., have been been elected senior vice presidents appointed senior vice presidents of of Sullivan, Stauffer, Colwell &

!' Bayles, Inc., New York. Basset joined SSC&B in 1958. In 1962 he

I was elected a vice president. Moore began at the agency in 1956 as an account executive. In 1965 he was elected a vice pre'ident and man- ....- agement supervisor. Myers joined '1 SSC&B in 1965 as a vice president.

ROBERT A. HILTON will become regional manager of Batten, Barton, BRACKEN M4KRIANES Durstine & Osborn, Inc., San Fran- cisco, at the end of the year. He Young & Rubicam, Inc., New York. will succeed ton N G. MOTH EItAL Both men serve as management su- who will retire al that time. pervisors.

RICHARD L. BUCK has been elected }IERBERT 11. WESTPII ALEN has a vice president at the Gardner Ad- been promoted to senior vice presi- GRAND vertising Company, New York, dent and director of research for Hhere he serves as an. account su- Lennen & Newell; New lurk. West- JUNCTION pervisor. Elected vice presidents in phalen has been with the organiza- the St. Louis office were CLAUDE It. tion since 1955. BRUNER and SETH DING.LEY. account supervisors; 1'tttLLIP MANGO. ac- GORDON F\NCHER has joined Need- count group head supervisor; ham, Harper & Steers Inc., Chi- CHARLES W. IlAMNls, JR., corporate cago, as a market research super- media research manager; and FRAN- visor. Ile was most recently research NOW REPRESENTED BY CIS 1I. NOEDEL, research director. director of Perrin & Associates, and prior to that senior research statis- WILLIAM G. PENDILL has joined tician with the A. C. Nielsen Co. North Advertising, Inc., Chicago, as a lice president and account super- A. NORTON MC KNIGHT and HER- lisor. I'cndill was formerly with BERT E. OTTO base been advanced to PostKeyes-Gardner, inc. as vice group supervisors of Vic Maitland & president and account supervisor. Associates, Inc., Pittsburgh. THE HOLLINGBERY COMPANY

'elevision Age, October 21, 1968 47 Rep Report

SIDNEY W. GURKIN and ALEXANDER He joined the organization three SPIEGEL has been named associate; W. PFAFF have joined Edward Petry years ago as director of research. director of research -promotion at' & Co. as account executives. Gurkin He Katz. had been radio and tele- i comes to Petry following a two-year vision sales promotion manager at tenure with \dam Young -VIM, Inc. Avery-Knodel, Inc. for six years. Pfaff left Bernard Howard to join the organization. L4RKY D. 'MINI has joined Peters, 1 PAUL VAN HOOK has been named Griffin, Woodward, Inc. as an ac- as an account executive with CBS count executive. He will work out Television Stations National Sales, of the Los Angeles office. EUGENE' New York. He was previously an SIVERDOFF has joined PGW as a account executive Kith WCBS-TV. promotion executive. He was former- ly with Screen Gems as sales de- JAMES EVANOS has been appointed velopment manager. to the western television sales di- vision, H -R, Chicago. Evanos has been a salesman in the H -R western LEE SMITH, PAUL SALTIN and HARRY division in New York since 1966. He RICKELHAUPT llave all joined the will replace LARRY ZEMAN. Hollingbery Company as salesmen. THAYER Smith previously was with CBS RICHARD W. HUGHES has been ap- Radio Spot Sales for seven years. pointed a director of Edward Petry Previously he was with 1RB as man- He has also worked at NBC in & Co., New York. Hughes, who has ager of that research organization's local and national sales. Salt in had been with the organization for 17 tv market reports. been an account executive for years, was previously a vice presi- WJRZ New York. He has also been dent. JAMES L. POTTS has joined the a timebuyer with SSC&B on John- San Francisco office of Katz Tele- son & Johnson and Lipton and with DR. JOHN It. TH %I ER has been vision. Ile was previously sales BBDO on American Tobacco. Bickel- elected a vice president of Peters, manager for the Saturday Evening haupt was formerly senior timebuyer Griffin, Woodward, Inc., New York. Post in San Francisco. IRWIN A. with Gardner.

,004:1r,

ra3 7 ._:.. a......

Put the middle azas t, of the mitten... í f iIzg: in the palm of t. your hand Jaynes Butler, r., vice president o WISN-TV, presents $16,760.41 check to Donald Huller o j the Muscular Dystrophy Association of WILX-TV LANSING Milwaukee. The money was raises by 12,000 youngsters. BATTLE CREEK ANN ARBOR Spot (From page 46)

1. More efficient distribution Travellers Insurance Company of circulation. (Young (1- Iiubicant. Inc., New York) 2. Dominates southern half of TRAVELLERS INSURANCE will try circulation. (Lansing and south) to recruit young men for their company WILX-TV - 3. Puts with a live week buy that begins today. more advertising pressure 1048 Michigan National Tower where it's needed most. The thüty second spots will be seen in Lansing, Michigan 48933 Fresno, I'hoenix, South Bend, and Gets 4. you more complete coverage ..a \lbany-Schenectady-Troy in early and with less overlap. gA0I0 TELEVISION SALES. INC. late fringe time. In making the buy Joe 65 Reese tried to place the spots in news, sports, and election coverage programs.

Television Age, October 21, 1968 Middleman controversy goes on

and a comparable buy made Che media -buying middlemen, celled - through the timebuying service. G; of the most controversial sub con- What the latter initially suspected j is ever to hit the tv industry, tue to stir up comment and news. would happen did happen. The rep this month put up a howl and the station, which J o developments early otlighted the issue again as agen- was getting back the same business ts, advertisers, stations and reps but for 25 per cent less money, de- business fluggle to handle this hot potato. cided not to accept the One was a speech before a joint through the timebuying service. 1irkshop of the Television Bureau However, the station eventually Advertising and the Association agreed to accept the buy on a direct National Advertisers in New basis-and at 25 per cent off. "In- 'rk by Kenneth B. Arrington, evitably," said Arrington, "we viewed mixed :e president in charge of advertis- this with emotions." de- i; and marketing for ITT Continen- The statement from M/MSC

it is not a timebuying service 6 t! Baking, in which he told stations clared t.y'd better do something about set- but performs all the functions of a including print t g their rates in order. media department, The other was a statement from buying, media planning and an- e of the middlemen-Medía/ alysis, the preparation of a media. lirketing Service Center, Inc., of budget, and (at agency option) pay- Iicago-"setting the record ing the media invoices with agency ;aight" on the nature of their op- or M/MSC check. ition. This is the second such The statement, signed by James "ten-tent within weeks, a previous E. Muse, executive vice president of e having come from Sam Wy- M/MSC and former St. Louis man- n's RDR Associates/Time Buying ager for The Katz Agency, was sent rvice in New York (see TELEVISION to "more than 40 top operating or

. at all major , E, News/ront, October 7, 1968) chief executive officers talk was a switch on media representative firms and pro- lArrington's in the broad- lo assigned topic, which was "Spot: fessional organizations ltional Distribution Does Not cast industry." an National Vehicles." His sub- It is interesting to note that while ,itution was "A Wry ABC of Spot Wyman stressed the value of provid- ," the "ABC" standing for Ad- ing only a timebuying service, the tstability (the flexibility of spot), Chicago outfit stressed the advan- '(rier (Arrington feels there's a big tages of a full -media -department - 'Went of barter in the middleman service. M/MSC's president, Donald teration) and Clutter. W. Osten, was media director of The Continental Baking executive BBDO, Chicago, and associate media 5Inted out that the policy of íts director of Gardner Advertising, St. {ency, Ted Bates, is that it will buy Louis. Like RDR/TBS, however, trough outside sources providing WV offers research services. 1) the buy is better than via "stand - The statement said, "Our Media media availabilities," (2) the Division is a natural outgrowth of °livery is as per promise and (3) the modern trend toward segmenta- e buy can be validated. tion and specialization in the com- Arrington, however, said he was munications industry. It comple- sturbed by evidence that the mid - ments the development of the purely "man situation has even gotten be- "creative" agencies. It answers a nd the station's control. He cited need made apparent through the SAN FRANCISCO e following instance of a buN in planning services provided by M/ hick Continental Baking was in - MSC' for the past three years. It is dyed: designed to help an advertising NOW REPRESENTED BY A timebuying service offered to agency improve its total client serv- 'plicate a going Continental sched- ice, while, at the same time, reducing e for 25 per cent less on a par- total media department expenses." tular station. A test was agreed The buying function, the company L Though at first the service was made clear, is not available separate- luctant to be involved in a switch ly. It offers media department serv-

the it - ices at 5.5-7.5 per cent of media middle of a campaign, final THE HOLLINGBERY COMPANY decided to go ahead. dollar income. Its service is slanted The "standard" schedule was can- to smaller agencies.

'elevision Age, October 21, 1968 49 The biggest bargain in media selling costs $45,000 per thousand contacts!

It has been reliably estimated that the real cost 'per face-to-face media sales call averages $45. That's figuring all the costs of keeping a man in the field and is based on the fact that only 41% of his time is spent in actual selling (some media say only 25%).

But it's still a bargain because without that sales expense you wouldn't sell much advertising!

The second biggest bargain in media sales communication costs $40 per thousand!

There's another effective media sales tool called "selling -in -print."

It averages about $40 per 1,000 contacts.

Used right it can help make the salesman's contacts far more productive. They will have more time to make more calls on worthwhile prospects, more time to make more proposals, close more contracts, upgrade and renew more running accounts.

New booklet illustrates this sound principle of cost efficiency in media selling

Foryears media have used this basic approach in helping manufacturers of nationally distributed products understand how advertising helps build sales and at the same time reduce sales cost as a percent of sales volume.

Now we have translated these time -tested procedures into media selling terms; documented by actual media selling experience.

STANDARD RATE & DATA SERVICE, Inc., 5201 Old Orchard Road Skokie, Illinois 60076-Phone: 312 YO 10 red4ce 6-8500 Mhg of selllcg ad Please send me my free copy of "How to reduce the unit cost of ' e8jn9 selling advertising."

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Copies are 4Atiy TITLE free to media ` . owners, their sales and pro. motion people, and their agencies. COMPANY

In SRDS YOU ARE THERE selling by helping people buy ADDRESS \/ STANDARD RATE & DATA SERVICE, Inc. 5201 Old Orchard Road Skokie, Illinois 60076

.50 Television Age, October 21, 1964 le

1'kaxing at cocktail party given earlier this month by Forward Communica- Dudley, president, Forward Corn- Ibns for media people are (1. to r.): Dick unications; Jackie I)a Costa, vice president, Ted Bates; Tom Bolger, general anager of WMTV Madison; and Bill Turner, general manager of WSAU-TV 'ausau. Held at New York's St. Regis Hotel, party marked launching of MTV's all -color operation. In addition to WSAU-TV and WMTV, Forward vns KCAU-TV Sioux City.

D -F -S's new computerized media model Described as the newest tool to now in use and being prepared for a :lp in the "increasingly complex number of clients. aluation of national and local ad- Louis T. Fischer, senior vice presi- rtising media in terms of every dent and media director, said it is cal market in the U.S.," Dancer- the first system designed to allocate lttzgerald-Sample's new computer - media eight in terms of audience lied mathematical media model is rather than dollars "on a market -by - market basis, depending upon the ad- vertiser's requirements." The new system, called SNAP (Spot/Network Allocation Program), because it was first used for broad- cast media only; now encompasses COVERING A national and local print media as wel l . In addition to optimizing inedia weight in each market, the system VITAL has two other unique features, ac- is pro- area cording to Fischer. "it of grammed to determine media weight Central W. Virginia to mutually exclusive areas and it has the capacity to determine the best use of national media." WILMINGTON Fischer said SNAP gives the WDTV inedia decision -maker "three sets of dials for each market." FAIRMONT, The first permits him to adjust the NOW REPRESENTED BY CLARKSBURG, value of national vs. local media. WESTON, The second permits him to adjust the amount of required or previously WEST VIRGINIA committed national media. The third "permits setting a range John North Vice Pres. & Gen. Mgr. of desired message weight in each 1-1 Represented by market in order to reflect market THE HOLLINGBERY COMPANY Avery-Knodel situations which are riot typical of 01.14.1fitall the normal."

!Television Age, October 21, 1968 51 o r t > 'r z 1.4 4 t + .q. a . í ' " _ ..-., ; . .r +

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'52 Television Age, October 21, 1969 . willing to compete for the viewers. (From page 29) ',ecial s Tv specials CPM Finally, the smart specials user of beauty pageant and the will become a habit with ',mainly the Rank order by number of specials per future to be ird specials will continue advertiser the viewer. For example, at Christ- part of the specials mas time the general public has be- important of Average are not as Number lines. These affairs Advertiser specials CPM. come used to seeing Andy Williams, tly to produce as the musical- Perry Como, and in his ,lety or big -name entertainment Timex 11 $5.39 "White Christmas" special. They ycial, hut they almost always go Chrysler 7 5.63 look forward to these programs as good Kraft 5 6.07 in a 30 share, thus providing part of their Christmas tradition. Hallmark 5 7.11 ciency. This can be pointed out Timex and Hallmark, two of the Procter & Gamble 4 3.41 by looking at a listing leading advertisers using specials, ,limatically 4 3.99 year Bristol-Myers to , the major specials of last have used this technique great Chem strand 4 4.19 performed (see table). advantage. The association of an ad- ji how they American Motors 4 5.34 become a program, rystal-ball gazing can Xerox 4 5.52 vertiser with a particular we lcaríous occupation. However, American Gas 4 6.91 í.e., Pepsí, Toni and Oldsmobile mention a few directions that with The Miss America Pageant, uld Coca-Cola 3 2.04 likely to take in the im- should and will become an accepted kcials are General Electric 3 4.25 With the increase in once again with all its pre - t diate future. Armstrong Cork 3 8.34 practice con- »ter commercials and the Bell Telephone 3 16.97 and post -program promotional value, fluent clutter, the search for spon- Ford 9 3.91 which can be considerable. cc-identification vehicles places an Budweiser 2 5.12 Speaking of promotional value, owl greater value on specials, which Singer 2 5.86 quite often an advertiser using in provide this successfully. American Airlines ¡ 12.42 specials will gain such an impact Foundation of among dealers and sales force, Commercial Banks 1 6.77 realistic tv the use of More Top Value Enterprises 1 5.94 alone, that it justifies specials even without considering American Cyanamid 1 5.85 From a programming standpoint, I the consumer impact. well as a need Institute of lib a trend toward, as Specials are not for the timid ad- Life Insurance 1 5.85 'r, more realism in programming. Eastman Kodak 1 5.31 vertiser. You can't expect any one see portrayed as ople want to life Bulova Watch 1 5.23 special to solve your advertising they are is. Influenced as Colgate Palmolive 1 4.91 needs. But, if they fit your market- the events of the world and its Eastern Airlines 1 4.84 ing requirements, their use can e exposure through television American Home prove extremely rewarding. Products 1 4.84 s coverage, viewers will, it seems General Motors 1 4.77 me, want entertainment program- Scott Paper Co. 1 4.77 to reflect the credibility and ing Trans World Airlines 1 4.14 About the author Ilnlism they see in the news shows. Interstate Bakeries 1 4.15 In order to present realism, ad - National Airlines I 3.93 misers will have to disregard the General Telephone 1 3.48 w negative letters they receive and Kellogg I 2.18 t willing to sponsor controversial tbjects clesigned to interest and (Next issue will contain detailed rundown auefit the viewer. of data on last season's specials.) fi This brings us to a second area programming -direct involvement be expanded to major net- t the viewer. An example of this certainly basis. ould be the driver -test programs work coverage on a national reach the hich appeared on CBS. These re- Specials of this type can -income, better -educated peo- vived a great deal of I ublicity and upper heavy ,ewer reaction. People must become ple who are not normally ad- +solved if they are to remember television viewers, enhancing an best cus- ou and your product, and the vertiser's image among the John J. Meskil, vice presi- nail specials user will exploit this tomers for most products. dent and media director of let. Will there be more or fewer Warwick & Legler, has spent Another direction for future specials in the 1970s? That will de- his entire career in the adver- 1ecials will be to follow the route of pend on a number of variables. I tising agent) business. Before lecialty magazines by programming happen to think there will be more joining W&L in 1966, he had '' specific market segments. As the than the current number, because been vice president and media opu(ation expands, these segments there will be more time available for director of West, Weir & Bartel 'ill become large enough in them - programming them. Eventually, and also with Marschalk in the elves to allow advertisers to pro- there will be a trend away from same capacity. He also served iram directly to the boating enthusi- movies every night due to lack of as media manager at Fletcher, st, the skier, the golfer. product, which will free up time Richards and Grey, where he This is being done today-mostly periods where the networks can pro- started his career in 1948. bcally and regionally, but it could gram and where advertisers will be

television Age, October 21, 1968 53 Tube Camera TIÇ-42'

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Broadcast Equipment page 25) Scali, McCabe (From means research, financial, personnel) . grade level in order to be effect "Often, these two guys will ask why "I don't believe that most agent.. and even the financial people if neces- we can't do such and such, and then even know what creativity mea sary. And we've been able to do this they will initiate a research project. McCabe goes on, lighting anot., They look to research to some degree or another with all for ideas." cigarette. "One of the first things u Once when Hultgren was our clients. Quite frankly, they wel- doing can't do is define creativity. It's I. come the interest." demographic research on Volvo, Mc- ways changing." (Ephron descri. Cabe and Scali tacked on their own One recent in-depth marketing in- creativity as "good advertising tit volvement was with Wimpy Interna- list of questions, like: How and what works.") was being in tional, a drive-in franchise chain that traded the way of cars? "Most ad agencies today try v opened its first U.S. unit in Hunting- -How long was a car kept? hard to be clever," Scali feels. "Ed The results of the ton, N.Y., last month. McCabe-Scali advertising can't be clever for e First, the agency had to do a little appendices were translated into two sake of cleverness alone." homework on what the franchise ads. One, "Volvo bu} ers are usually He shakes a disapproving finr restaurant business involved. They people who were bugged with their at what he terms the "rash of coic then had to check the competition, cars or people whose cars were vignettes" modeled afer the Beni to find ways to capitalize on their bugged," used the research findings & Hedges commercials. as part of the copy. weaknesses. Original research was de- "Benson & Hedges started with e signed for the account. fact that they have a longer cigarrs The agency quite literally went all The quiet one? to sell and then went about decid the way with Wimpy. SMS counseled how to do it best. The imitatorsI At first glance, McCabe, the 31 - on such things as feel, the architecture of year -old copy director, appears to be tend to work in reverse. T}r the units. decide They created the paper the quietest of the group. "But, once to do a comic vignette fit goods, as well as the interior decora- and then they work the it he gets going . . . ," is the way a product tion. They also the handled sales pro- business associate puts it. form. It isn't always successfu motion and, oh yes, the advertising McCabe, the youngest and shortest To Scali, marketing is an obvict campaign. Tv is help. not yet on the sched- of the principals, speaks out from the "Marketing is simply inforn ule, but, most tion obviously, the agency far side of the round black table that about the product you have hopes it will be soon. sell. The 'A he calls his desk. "Most creative peo- marketing information "The client has even have for discussed the ple usually seem to have a lot of Volvo for example, he franchise us agreements with us and fears and insecurities. They just in directing our advertising allowed us to review ward the accounting don't like being with marketing peo- the better educated, higher : system that will be used," Pesky ple because they feel they, as cre- come group. If we ignored the fa( points out. ative people, are always right. that our marketing turned up for III While the it total marketing concept "Most creative people are too busy would be suicide." may be an invaluable aid, the ques- trying to protect their `prerogatives.' tion arises as to how creative people They don't like to get involved-they A stronger car work with this philosophy. don't want to get involved. Scali points out that while th "Sam Scali and Ed McCabe use "At present, the trend in advertis- retained the basic selling approai research better than any other two ing is away from full service. Every- of marketing Volvo as a strong c creative people I have ever seen," one seems to insist that everything (an idea originated at Carl Ally) says Len Hultgren, vice president and is a specialty. They're all too busy their ads-while giving them an SIV director of agency services (which perfecting one thing-right now, it flavor ---they felt that Ally had be( happens to be creativity. There's no marketing the Volvo 1800 sportsc: reason why an agency can't perfect all wrong. "They were selling the c: all of its disciplines at the same time. as a cheap Ferrari," Sloves explain "Now the creative shop is all the "We did a little investigating ar rage and the idea seems to be: Pay decided to push the car for what all the dough to the creative guys was-a strong Volvo." and *0, forget the media men.' Why The SMS team is involved rig) Mike Ephron is as good a media man from the beginning in getting to t} as I am a s riter. You can't isolate core of the marketing picture. yourself, or advertising. You have "You have to be in it right fro' to be in tune with people, with the the first," Scali points up, "in ordc world." to put everything in its proper pei r What SMS is trying to do, to hear spective." McCabe tell it, is build a shop that Putting things in their proper pet' 1 will withstand the whims of time. spective involves a lot of researc "Creativity means different things brainwork by Hultgren. The 36 -yea' Jacques Delier has been appointed at different times. Nine years ago old executive has a nine-year back general manager of KWTV Okla- being creative meant realism. It was ground in marketing and researcl homa City. He has been with the recognizing the fact that people that includes work on accounts lik station since 1954, and was pre- weren't stupid and that not all adver- Procter & Gamble, Hunt Foods am viously assistant general manager. tising had to be geared to the fifth National Airlines. Since the agency

56 Television Age, October 21, 1961 has clients to be I,s been in operation, Hultgren Monitoring (From page 27) "We're counseling at least a dozen original circumspect about electronic moni- inducted way of projecting accurately," he j3earch projects for various clients. toring. We'd look pretty bad touting said, "you have to accept BAR's one - I have the research outline them off it, especially since there's "Once week -a -month monitoring of the 260 by the client, I go out and nothing better around, and since it's iíproved stations in the top 75 markets as a various research houses and not costing them anything at this uk to realistically adequate operation in one to do the job," point. en commission terms of results balanced against explains. "Besides," he adds, "some day it iltgren cost. been my experience," Hult- may reach the point where stations "It has "But," he added, "you have to "that there isn't a fair will be sending agencies bills that en stresses, accept the premise that most stations of research at the top have been independently audited by presentation are basically honest, and you have to agencies. Such is not the a system like this bills we won't other make good use of what you get from - (Hultgren serves on the have to check. That's when it will se here." BAR." ency executive committee along start helping us." has its boosters. Joseph ,lth Scali et al.) An easy way out Teleproof The agency's media spokesman, Ostrow, vice president and director like Ephron, believes strongly in Remarking that electronic monitor- of media planning at Young & Rubi- I e marketing approach. ing has gained some supporters cam, points out that Teleproof "The fact that it is virtually im- among agencies and advertisers "be- could outperform BAR reports and 'issible to write an effective media cause it gives people all along the station affidavits in the important an without having a fundamental line a way to get off the hook," a area of commercial rotation. "Every arketing strategy is hardly an eye- media man at one of New York's time a station failed to run the right tening statement," Ephron admits. largest agencies said, "We may feel commercial from the pool as sched- "After all, a medium carries the comfortable about the honesty of uled, we'd find out about it." ,essage, and how can you recom- stations, but it's not alwa) s easy to Along with most of the others end a medium if you don't know convince the client." queried by TELEVISION AGE, Ostrow whom, where and when the mes- He recalled that his agency had termed BAR an effective means of ge should go?" once run a detailed, four -month check checking on competitive adjacencies schedules ordered for several and over-commercialization. What research shows of major users of spot against affidavits Unlike many agencies, Y&R makes The agency's own research for Vol - submitted, followed by a comparison effective use of BAR reports. One a picked the account's target group of the checked out schedules against person is responsible for digesting the } college -educated, upper -income the BAR reports. Net result was a information and reporting discrep- 'ales. discrepancy rate of about 0.1 per ancies to buyers on the accounts in "This helps us refine our buying," cent, with most of the station errors question. The buyer works with the ,phron explains. "Knowing we're clearly clerical in nature. rep or, if need be, directly with the 'ter upper -income, well educated tales for example, means choosing to news as opposed to early news (lots. It also means sports, but sports ,hich are known to attract the type f men we're after." However, Ephron stresses, it is not lough merely to come up with a lJ ood marketing plan. "Of course, you ave to be aware of all the pertinent tarketing data, but you must look _:.,.-.. 1 eyond the sheer numbers-things ., ke effectiveness have to be con- --.-5 dered." 'l.P In addition to this, Ephron con- % nues, "you have to be aware of cre- ? P _ .t tive weaknesses and strengths." t.' * 7 [ere again, the interdependence of le departments comes to the fore. "We feel we have every la advertising t, ` + vi spect covered. Right now, we're ...i...1.t ri ,.../ mown as a creative shop, and it's Accepting Broadcast Pioneers' Distinguished Service Awards, presented to rue," Ephron stresses. "outstanding communications leaders," at annual awards dinner in New "We won't ever have to change our York are (1. to r.): , president, ABC Sports; Humboldt Greig, posture should a shift in emphasis vice president, LaRoche, McCalrey & McCall; Dr. Peter Goldmark, president Taylor, WOR's Martha Deane; John e necessary. You see," Ephron con - of CBS Laboratories; Marion Young ludes, "the only kind of posture we Royal, NBC consultant; Theodore Van Erk, vice president of PGW, for H. and McGredy, relieve in is a well rounded opera - Preston Peters; Walter Kiernan of WOR, toastmaster; Robert 'on." president of Broadcast Pioneers, New York Chapter.

relevision Age, October 21, 1968 57 a Scali, McCabe (From page 25) means research, financial, personnel). grade level in order to be effecti "Often, these two guys will ask why "I don't believe that most agenc' we can't do such and such, and then even and even the financial people if neces- know what creativity mean! a they will initiate a research project. McCabe goes on, sary. And we've been able to do this lighting anoti 1 to some degree or another with all They look to research for ideas." cigarette. "One of the first things y, ,jt our clients. Quite frankly, they wel- Once when Hultgren was doing can't do is define creativity. It's come the interest." demographic research on Volvo, Mc- ways changing." (Ephron descril Cabe and Scali tacked on One recent in-depth marketing in- their own creativity as "good advertising tlt t volvement was with Wimpy Interna- list of questions, like: How and what works.") tional, a drive-in franchise chain that was being traded in the way of cars? "Most ad agencies today try ve opened its first U.S. unit in Hunting- -How long was a car kept? hard to be clever," Scali feels. "Ai ton, N.Y., last month. The results of the McCabe-Scali advertising can't be clever for t First, the agency had to do a little appendices were translated into two sake of cleverness alone." homework on what the franchise ads. One, "Volvo buyers are usually He shakes a disapproving fing restaurant business involved. They people who were bugged with their at what he terms the "rash of cox' then had to check the competition, cars or people whose cars were vignettes" modeled afer the Bens( to find ways to capitalize on their bugged," used the research findings & Hedges commercials. as part of the weaknesses. Original research was de- copy. "Benson & Hedges started with di signed for the account. fact that they have a longer cigaret The agency quite literally went all The quiet one? to sell and then went about decidi the way with Wimpy. SMS counseled how to do it best. The imitators, At first glance, McCabe, the 31 - feel, tend on such things as the architecture of year -old copy director, appears to be to work in reverse. Th decide the units. They created the paper the quietest of the group. "But, once to do a comic vignette fir goods, as well as the interior decora- and then they work the product in he gets going . . . ," is the way a the tion. They also handled sales pro- business associate puts it. form. It isn't always successful To motion and, oh yes, the advertising McCabe, the youngest and shortest Scali, marketing is an obviot help. campaign. Tv is not yet on the sched- of the principals, speaks out from the "Marketing is simply inform ule, lion about t but, most obviously, the agency far side of the round black table that the product you have hopes it will be sell. The marketing soon. he calls his desk. "Most creative peo- information It "The has have for Vol\ client even discussed the ple usually seem to have a lot of o for example, hell us franchise agreements with us and fears and insecurities. They just in directing our advertising to allowed us to ward the better review the accounting don't like being with marketing peo- educated, higher n system that will come we be used," Pesky ple because they feel they, as cre- group. If ignored the fact points out. that our marketing turned up for ur ative people, are always right. I: the it While total marketing concept "Most creative people are too busy would be suicide." may be an invaluable aid, the ques- trying to protect their `prerogatives.' tion arises to A stronger car as how creative people They don't like to get involved-they work with this philosophy. don't want to get involved. Scali points out that while the "Sam Scali and Ed McCabe use "At present, the trend in advertis- retained the basic selling approac research better than any other two ing is away from full service. Every- of marketing Volvo as a strong ca creative people I have ever seen," one seems to insist that everything (an idea originated at Carl Ally) is says Len Hultgren, vice president and is a specialty. They're all too busy their ads-while giving them an SM. director of agency services (which perfecting one thing-right now, it flavor-they felt that Ally had beet happens to be creativity. There's no marketing the Volvo 1800 sportsca reason why an agency can't perfect all wrong. "They were selling the ca all of its disciplines at the same time. as a cheap Ferrari," Sloves explain: "Now the creative shop is all the "We did a little investigating ant rage and the idea seems to be: Pay decided to push the car for what i all the dough to the creative guys was-a strong Volvo." and forget the media men.' Why The SMS team is involved righ Mike Ephron is as good a media man from the beginning in getting to the as I am a writer. You can't isolate core of the marketing picture. yourself, or advertising. You have "You have to be in it right front to be in tuné with people, with the the first," Scali points up, "in order world." to put everything in its proper per What SMS is trying to do, to hear spective." McCabe tell it, is build a shop that Putting things in their proper peril, will withstand the whims of time. spective involves a lot of research ) "Creativity means different things brainwork by Hultgren. The 36-year, 11 Jacques Delier has been appointed at different times. Nine years ago old executive has a nine-year back, general manager of KWTV Okla- being creative meant realism. It was ground, in marketing and research' homa City. He has been with the recognizing the fact that people that includes work on accounts likes station since 1954, and was pre- weren't stupid and that not all adver- Procter & Gamble, Hunt Foods and viously assistant general manager. tising had to be geared to the fifth National Airlines. Since the agency

56 Television Age, October 21, 1968 has page 27) "We're counseling clients to be s been in operation, Hultgren Monitoring (From at least a dozen original circumspect about electronic moni- 'ducted way of projecting accurately," he earch projects for various clients. toring. We'd look pretty bad touting said, "you have to accept BAR's one - I have the research outline them off it, especially since there's `Once week -a -month monitoring of the 260 by the client, I go out and nothing better around, and since it's ,roved stations in the top 75 markets as a various research houses and not costing them anything at this ilk to realistically adequate operation in one to do the job," point. to commission terms of results balanced against explains. "Besides," he adds, "some day it 'iltgren cost. been my experience," Hult- may reach the point where stations 'It has "But," he added, "you have to stresses, "that there isn't a fair will be sending agencies bills that m accept the premise that most stations of research at the top have been independently audited by t)resentation are basically honest, and you have to agencies. Such is not the a system like this bills we won't 2 other make good use of what you get from - (Hultgren serves on the have to check. That's when it will cte here." BAR." asncy executive committee along start helping us." has its boosters. Joseph tth Scali et al.) An easy way out Teleproof The agency's media spokesman, Ostrow, vice president and director Ike Ephron, believes strongly in Remarking that electronic monitor- of media planning at Young & Rubi- that Teleproof I it++ marketing approach. ing has gained some supporters cam, points out "The fact that it is virtually im- among agencies and advertisers "be- could outperform BAR reports and lssible to write an effective media cause it gives people all along the station affidavits in the important lhn without having a fundamental line a way to get off the hook," a area of commercial rotation. "Every tarketing strategy is hardly an eye- media man at one of New York's time a station failed to run the right iening statement," Ephron admits. largest agencies said, "We may feel commercial from the pool as sched- "After all, a medium carries the comfortable about the honesty of uled, we'd find out about it." t,ssage, and how can you recom- stations, but it's not always easy to Along with most of the others t:nd a medium if you don't know convince the client." queried by TELEVISION AGE, Ostrow BAR an effective means of I, whom, where and when the mes- He recalled that his agency had termed tge should go?" once run a detailed, four -month check checking on competitive adjacencies ordered for several and over -commercialization. What research shows of schedules major users of spot against affidavits Unlike many agencies, Y&R makes .The agency's own research for Vol - submitted, followed by a comparison effective use of BAR reports. One picked the account's target group of the checked out schedules against person is responsible for digesting the college -educated, upper -income the BAR reports. Net result was a information and reporting discrep- ales. discrepancy rate of about 0.1 per ancies to buyers on the accounts in "This helps us refine our buying," cent, with most of the station errors question. The buyer works with the hron explains. "Knowing we're clearly clerical in nature. rep or, if need be, directly with the ¡ter upper -income, well educated ales for example, means choosing to news as opposed to early news hots. It also means sports, but sports rich are known to attract the type men we're after."

I However, Ephron stresses, it is not bough merely to come up with a tod marketing plan. "Of course, you ave to be aware of all the pertinent Y larketing data, but you must look yond the sheer numbers-things ke effectiveness have to be con- 3ered." oef In addition to this, Ephron con- nues, "you have to be aware of cre- l:ive weaknesses and strengths." :ere again, the interdependence of Q- ` S aZ II :e departments comes to the fore. "We feel we have every advertising tpect covered. Right now, we're nown as a creative shop, and it's Accepting Broadcast Pioneers' Distinguished Service Awards, presented to ue," Ephron stresses. "outstanding communications leaders," at annual awards dinner in New "We won't ever have to change our York are (1. to r.) : Roone Arledge, president, ABC Sports; Humboldt Greig, sture should a shift in emphasis 'vice president, LaRoche, McCaffrey & McCall; Dr. Peter Goldmark, president John necessary. You see," Ephron con - of CBS Laboratories; Marion Young Taylor, WOR's Martha Deane; ¡,Ludes, "the only kind of posture we Royal, NBC consultant; Theodore Van Erk, vice president of PGW, for H. elieve in is a well rounded opera - Preston Peters; Walter Kiernan of WOR, toastmaster; and Robert McGredy, on." president of Broadcast Pioneers, New York Chapter.

'eievision Age, October 21, 1968 57 station or network involved, to get various markets, and it'll be a check cies to justify the cost?" a make -good. If satisfaction is not on the agency in the bargain." Dobbin knows darned well Eli the agency may with- forthcoming, Ash isn't put off by the threat of the new system will increase paps hold payment. paperwork. "We're working out pro- work, but he places great stress When a station shows up repeated- cedures with International Digisonics the form in which Best Foods w ly on discrepancy reports, Y&R's en- to hold it to a minimum. receive the data from Teleproof. ` tire buying staff is alerted to "watch "At this point," he concludes, it's on a tape that we can u the station with extreme care." "we don't know exactly what will be through our own computer and a g Ostrow likes the idea of central involved, but if this system can give an exception report, fine," he sa) clearing house for the administrative us the information we want, we'll "But to make it go," he add. detail of spot, and feels that an elec- find a way to adjust to it as we do "we'd have to get exact informati. tronic 100 per cent monitoring sys- to any worthwhile new media pro- from our agency on what was ti tem is definitely in the future. cedure." dered." To date, Teleproof I has these six Reynolds Moore, management sup- subscribers (total tv expenditures for ervisor on Block Drug at Sullivan, Stations aren't all wrong 1967 are in parenthesis) : Colgate Stauffer, Colwell & Bayles, puts it this & ($71 million), Brown Williamson way: "We're all seeking the truth One agency vice president in t' ($33.2 million), Block Drug ($15.5 here, and if this is a better method of and radio sees the need for a 100 p million), Best Foods ($13.9 million), measuring what we and our clients cent monitoring setup, but can't fin Canadian Breweries ($7.4 million), are getting for our dollars, then it in his heart to blame the statio and Aurora Plastics ($375,000). that's great. for all the discrepancies. "If I g At this writing, it seemed probable "We feel," he adds, "that our cli- some of the stuff agencies send

that General Foods ($78.8 million) ents deserve the best possible meas- stations, I wouldn't know what to dq would come into the fold - and that urement of the millions they spend on with it either," he remarks evry11 Procter & Gamble ($192 million) tv. And the sources that are available "Eventually, the stations will hav` will not. now leave a lot to he desired." to pay for the service," he adds, "bob Not surprisingly, Teleproof's big- Moore sees no danger that Tele - maybe they won't mind that so muc1 gest fans are its subscribers and their proof will wind up as an agency ex- if Digisonics expands its system t1: agencies. Block Drug is a good ex- pense. His theory: since it's a means the point where it will let station ample. "It's about time commercials of measuring efficiency, it should be communicate avails to buyers in, monitoring started keeping pace with a billable item or a media expense. st aptly, as it plans to do." the electronic medium," says Peter Robert A. Dobbin, director of ad- When it comes to Teleproof's plat Ash, manager of advertising services vertising for Best Foods, who's play- to pass competitive schedule infor; for the company. "It looks like we're ing it a bit cooler, says, "On paper, mation around among its customer going to get a foolproof system in I have hopes for electronic monitor- on the authorization of the subscrib place of spot checks and affidavits." ing, but I have a few ques- ers, this executive sees little hope Ash sees more to Teleproof than tions. What's it going to cost us? "Who would be willing to authorize' mere proof of performance. "It will," How much of a job will it he to pro- that?" he asks. "Come to think of it' he says, "give us a confirmation of cess the voluminous data we'll get? you can put a little muscle on the' the media weight we're using in Will we uncover enough discrepan - stations and they'll tell you, anyway.' Currently, and without direct ref erence to the new electronics moni- toring systems, the Advertising Data' Processing Association is preparing a questionnaire designed to find out what the top 50 agencies are pres- ently doing in the way of monitoring,[

i and the improvements they would like to see made in monitoring servl ices.

ADPA hopes to have its question -1 naire in finished form and in the mails late this month or early in November., To some observers, the very existence! of the questionnaire indicates a de- gree of dissatisfaction with avail- ' able commercials monitoring sys- tems, though ADPA will not confirm this. LL,(o_,C, `.R, All in all, the stage would appear Into whirlpool bath in the Detroit Tigers' clubhouse goes Tigers owner John to be set for some type of foolproof E. Fetzer, who is also president of Fetzer Broadcasting. Jubilation, which system doubtless electronic that 1 took place won - when Detroit -the American League pennant, was repeated can provide 100 per cent coverage. ó when the Detroit baseball club won the World Series against St. Louis in a Exactly what and when remain to I contest that went to the maximum seven games. be seen.

58 Television Age, October 21, 1968 1

I I

a Premios este año de Comunica- Sírvanse notar: La Categoría de Televisión No. 7 ha sido agregada los de idiomas extranjeros, ex- ciones Internacionales. Estos están limitados a los avisos comerciales producidos en en esta cate- cluyendo el inglés. IBA espera con esto despertar el interés para que haya mas participaciones goría, particularmente de aquellas areas donde el aviso comercial es nuevo.

zugelassen. Es koennen Bitte notieren Sie: Category Nr. 7 w de dieses Jahr in die International Broadcasting durch diesen aber nur Werbungen gemacht wer eine Ausnahme ist die Englische Sprache. Wir hoffen wo Wer- Schritt mehr Geschaeftsverbindungen Juf diesem Gebiete zu erhalten, besonders in den Gebieten bungen am Fernsehen neu sind. World Honors Priére de noter: Cette année nous a ns ajouté au. vision No. 7. Ceci est limité aux recl es faites da From Hollywood courager de nouvelles entrées par c. - catégorie, The world's finest radio and television télévision est encore une nouveauté commercials are honored each year by r....a..,.,.r the International Broadcasting Awards, established to promote broadcast adver- Nota: A televisáo categoria No. 7 sou a perten, tising and international business coop- Está limitada em anbncios feitos el tros idiomas In the competition, 31 entradas nesta categoria principal e em áreas eration. 1967-68 nations took part with more than 3000 commercials entered in 11 television and winners Please Note: Television Category has been a( eight radio categories. Trophy

1 it is limited to commercials made guages oche in each category and grand sweepstakes entries by means of this category, cularly from winners for television and radio are pre- sented. For full information on the IBA "Spike" Awards, write to:

Society .á: I.B A0)T V EólM.(1.* 711®1,i Hollywood Radio and Television 1717 N. Highland Avenue ftCFlc111Ztátl.T1-0 I B T(áz0)4. Hollywood, California 90028 I) (213) 465-1183 < t- O) Tp 44 1= *h l, C F %i á I III

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Kérjuk tegyezni: Ebben az évben a 7 es számu televizios ategoria hozá lett adva a Nemzetkozi Kozvetitési Di' ,.'z. Korlátozva van kereskedelmi reklamirozásra minden nyelvben angolon kivul. Az N.K.D. (Nemzetkozi vetitesi Dijak) reméli hogy serkenteni fog további beiratkozásokat ebbe a kategoriaba kulonosen olyan

eruletekrol, ahol a kereske delmi reklám kozvetités még uj.

'e(evision Age, October 21, 1968 59 General Newcomers (From page 30) Promotion Pet & Pet Supplies Acme Markets, Inc. Carnation Coca-Cola Co. Alpha -Beta stores Buffet dog food Simha soft drink Bayless, A. J. Markets, Inc. Perk Dog Food Co. Del Monte Corp. Bayless markets I ets Burger dog food Del Monte low calorie soft Foodtown Super Markets drink Foodtown markets Political Malone & Hyde, Inc. Citizens for Humphrey Sureway markets Vice President Humph,. Heinz. H. J. Co. for President Blend Shaver Food Marts, Inc. fruit drink Citizens for Kennedy Stokeley-Van Shaver's food marts Camp, Inc. Senator Kennedy for Gatorade Weston, George Ltd. Pre Standard food stores ident Cooking Products & Nelson Rockefeller for Prel Seasonings Prepared Foods ident Comm. Argia B's food products Alberto-Culver Co. Nelson Rockefeller l Mumbo Barbecue Sauce Sugartwin low calorie sugar President Beatrice Foods Co. substitute Armour & Co. Real Estate Aunt Nellie's lams & jellies Appian Way Pen Phillips Land, Inc. Black, James H. Co. pizza pie ntix Pen Phillips Land Duncan Hines Celeste Italian Food Special- Inc.- Bonique sal- real estate ad dressing ties Inc. Borden Inc. Celeste frozen Italian foods Retail General Foods Corp. Boma jelly & peanut butter Alexander Department Store Scoop low calorie sugar Greggs Food Product Alexander department Inc. substitute Gold -n -Soft margarine stores General Mills Kellogg Co. Atlantic Thrift Center Betty Crocker casseroles Kelloggs Country Fixins Atlantic Thrift Center Pacific Vitamin Corp. Bag & Bake L. & Fulvita diet Ayres, S. Co. King Kelly Marmalade breakfast Ayr -Way Stores Co. Pet, Inc. (misc.) King Kelly marmalade Cook Coffee Co. Sego instant diet food mix Presto Food Products Inc. Ontario Stores (misc.) Squibb Beech Inc. Real -nut Inc. whip topping Sweeta sweetner Guaranteed Foods, Smuckers, M. Co. Guaranteed Food Plan J. Streater-Read Canning Co. Smuckers pickles Read's potato salad Nationwide Industries, Inc. A to Z Rental Dairy Products United Rice Milling Products Centers Our Own Hardware Co. Commissary Corp. Co. Our Own Hardware Co. Dairy Isle ice cream Carmen & Blue Streak rice Nestle's Co., Inc. Pill & Puff Discounts Gerber Cheese GENERAL Pill & Puff discounts Underwood, William Co. Entertainment & Amusement Sun Mart Underwood cheese spread Sun Mart Food National Enterprises Beverages Alaskan Shows-films Smoking Materials Duffy -Mott Co., Inc. Dutchland Dairy-restaurants Brown & VI illiamson Tobac- Clamato Juice Dutchland Dairy restaurants co Corp. Reilly, William B. & Co., Speck Restaurants, Inc. Kentucky King cigarettes Inc. Speck restaurants General Cigar Co., Inc. Luzianne regular tea Sveden House Smorgasbord Dino cigars Standard Brands Sveden House Smorgasbord Sporting Goods & Toys Siesta instant coffee Webb, George Fruits George Webb's restaurants Columbia Manufacturing Co., Inc. Castle & Cooke Inc. Jewelry, Optical Goods Columbia bicycles Cabana Bananas & Cameras Chrysler Corp. Seneca Foods Corp. General Electric Co. Chrysler boats & motors Seneca 100% McIntosh G. E. photographic light Uniroyal applesauce equipment Royal golf equipment

Ratings (Continued from page 23) ation, including those by the ARF, be used as a basis of comparison. ARB, Nielsen and the Committee In the test, made earlier this year Nielsen has been getting close to on Nationwide Television Audience (February 27), Hooper interviewers 70 per cent cooperation (that is, 70 Measurements, indicate that non -co- called homes in the 17 -county New per cent of "designated homes" are operators view less than cooperators. York area between 7:30 and 11 p.m. tabulated) in its national meter sam- Presumably, people who are less in- Two weeks later, these same house- ple, but some consider the 30 per cent terested in tv are less likely to cooper- holds were asked to let their sets be gap significant enough to be looked ate in a survey about tv. metered. into. Among them, not surprisingly, Hooper researchers hypothesized Hooper then compared the ratings are people at Hooper, who decided that if diary non -cooperators view (previously gathered by the tele- to explore the effect of meter non- less tv than cooperators, the same phone coincidental method) of the cooperation, among other research would be true of meter non -cooper- "meter agreers" vs. "all others." projects they have carried on. this ators. They also assumed that the The results, published in the ARF's year. telephone coincidental, with a 90 Journal of Advertising Research, The Hooper people noted that pub- per cent response, provides less showed, among other things, that lished studies of tv diary non -cooper- biased audience estimates and could the average per cent of homes using

60 Television Age, October 21, 1968 Manufacturing Inc. Dow Chemical TRANSPORTATION, d Ilandi-Wrap AGRICULTURE limrod camping trailers, Flex -O -Glass, Inc. stributors Auto Parts & Accessories Jiffy -Wrap Bendex Corp. VIE, BUILDING Kimberly Clark Corp. Fram Filters Kleenex toilet tissue Il liances Johnson, S. C. & Sons Standard Screw hton Corp. Johnson's Weather car wax Fountaion Flo water foun- ,ichton air conditioners- Purolator, Inc. tain Prue Purolator oil filters ;y Products Co. Household Fabrics & 'al-a -Meal appliances & Finishes Crop Machinery zgs Burlington Industries, Inc. Brown, David Tractors Ltd. ;eral Motors Corp. Gayley & Lord fabrics- David Brown tractors agic Touch ice trays household )0w Products, Inc. Feeds & Supplements Pressure car washer Protective Coatings & Cooper, O. A., Co. srow Finishes Id vacuum cleaner Cooper feeds Blue Ribbon Paint Co. tiding Materials Blue Ribbon paints Fertilizers N aterial [twster Building Conchemo. Inc. Anderson Cob Mills Inc. Masury paints-home Anderson fertilizer rewster Building Material RPM, Inc. Downey Fertilizer Co. -Home Bondex paint distributors Red Star plant food Rge Pike Lumber Co. -home ridge homes Machinery Radios, Televisions, Garden E'tipment, Fixtures & Phonographs & Hudson, H. D. Manufacturing ystems Musical Instruments Hudson garden sprays & Alone Industries, Inc. Playtape, Inc. dusters Inc. 'olland furnace dealers Playtape tape cartridge Studebaker -Worthington, tractors per Industries, Inc. players Gravely garden u/kin tape distributors White Motor Corp. Soaps, Cleansers & Minneapolis -Moline garden Hieywell Inc. Polishes electric air tractors toneywell American Home leaner HR -2 rug shampoo Motor Homes, Mobile Eder Co. Ashburn Chemical Co. Homes & Campers johler Plumbing fixtures- Wrinkles Away liquid Aristocraft Homes, Inc. fame Bishop, William Co. Aristocraft mobile home br Coverings Toil -Less bowl cleaner & distributor iex Corp. room deodorizer Mustang Mobile Homes, Inc. denex Vinyl Runners Colgate-Palmolive Co. Mustang mobile homes Axion ' ititure Corn Products Co. Passenger Travel I kline Corp. Niagara Spray fabric finish Spokane, Portland & Seattle ierkline Chairs Climaline Co. Railway Co. Iris Manufacturing Co. Linco bleach Passenger turris furniture-home Morton International, Inc. Icelandic Airlines Forty Furniture Reddi fabric finish Passenger Liberty Furniture Noxell Corp. Essehold Accessories Noxema Kind dishwashing Resorts & Travel it Supplies liquid Accommodations 4tminwn Co. of lmerica Olin Mathieson Chemical Quality Courts Mote s, Inc. t'ear Ever Aluminum Corp. Quality Courts motels erican Can Co. HTH home pool cleaner )ixie bathroom towels Standard International Corp. Tires & Tubes Istol-Myers Co. Clean & Kill spray clean- Gordy Tire Co. )'Cedar products er Gordy Michelin Tires

primetime on the clay studied for the proposed study. They are questions as: "Is a viewer someone vs 62.8 for meter agreers and 43.3 hopeful of getting something under who watches the entire show or only others. The figure for the total way by late this year or early next part?" "If part, then how much of a nple was 55.7. but the history of this kind of broad - show? Half? More than half? Less Chis by no means "proves" Hoop- scale study suggests that it is not than half?" "Must a viewer be one ; case and the research firm only difficult to get the money but who necessarily pays complete at- arly labels the study exploratory. difficult to get parties on opposite tention to the tube while watching?" Ilwever, it is one of a number of sides of the fence (the broadcasting "If so, how do you determine whether Isons that many agency people are community vs. the advertiser com- someone is paying complete atten- t)porting a methodology study. munity) to agree on the approach, tion?" "Must a viewer be in the same not to mention the details. room as the set and no more than Difficulties ahead? One basic question that the council X number of feet away?" Etc., etc. At this point the Media Research wants resolved is: "What is a It is not likely that any radically 'rector's Council is seeking sup - viewer?" This the council itself must new method would be developed from let among a number of industry answer before the study is designed. a methodology study. But it is hoped l ociations (4As, ANA and NAB) The study cannot answer such that such research would clarify the levisiori Age, October 21, 1968 61 weaknesses and strengths of the vari- ous methods now used. They all have MEDIAMEN some of both but the problem is there SHAKE A STICK is no consensus on which has the most strengths and the least weaknesses. The "Media Masters" And then there's the question of cost. at the third annual Meanwhile, Nielsen is offering TvAR Media Masters golf more people data in its national serv- tournament, held recently at New ice to meet the demands of advertis- ers and York's suburban agencies. Among them: (1) Westchester Country the inclusion of people data in pocket - Club, were Hank Listening to TvAR's piece grid format rather than tabular Malta, C&W, and Gib form; (2) a new fast weekly report Dannehower, SSC&B. president, Bob on "evening persons audiences" (two- Shown in photos are McGredy, r., are, 1. to r., Dick week moving average), mailed eight others who attended. Pinkham, Ted Bates; George to nine days_ after the rating period LaBoda, Colgate; for at least 17 weeks and (3) six Carl Rush, also from more weeks of NAC data. However, the Bates agency. this is not "new" information, strictly speaking; nor does it involve any . new methodology or larger samples. ' The additional Nielsen data is not h /° ir7,. r '. ` .' ' o likely to dampen the mood of dis- : ':...d: tr + . satisfaction. For that matter .,fi: J there is ° }, ,.,' : no assurance a methodology study, even if it comes off, will provide .W` neat F : solutions (radio's ARMS study 1 didn't) . It may be that ratings is one of those subjects that people will never agree on-like marriage and ideology. Watching Jack Volk- hardt, Best Foods, hit (?) ball are, 1. to r., Bob Bordley, WTOP-TV; Shelton Pogue, D -F -S; Your Blair Man Knows... Robert Wheeler, Best Foods.

CENTRAL SEVEN! Elegant design and 20,000 bricks are "out front" inviting passersby into the brand new WTRF-TV and WTRF-FM communication center. This ultra -modern glass and brick struc- ture now houses 24,000 square feet of studios, production facilities and the newest color TV and FM stereo equip- ment atop the underground parking garage. Sixty-one full time and talented employees are "about your business" at new CENTRAL SEVEN (and enthusi- Comparing scores: astically welcome the opportunity to t h handle more). Drop in to see CENTRAL 1. to r., Dick Nagle, SEVEN -and help WTRF-TV celebrate 7 its fifteenth anniversary of serving the KDKA-TV ; Bud Wheeling -Steubenville Market from the Johnson and Tony heart of downtown Wheeling, hub of the rich and busy industrial upper Trapp, B&B; Ohio River Valley. Peter Ernest, : t General Foods. ¡ ... tll;:';s; : zt!t' ' Í

BLAIR TELEVISION .> Representative for

, .4.e ,B.: in WTRF-TV Jack Nugent, r., '-.e. American Tobacco, ;!lY' . Color Channel 7 NBC totes score, while Wheeling, West Virginia (1. to r.) Red Ennis, TvAR; Hope Martinez, BBDO; Don Reath, N.W. Ayer, watch. In the picture

mes J. Jordan may be one of the the agency, Jordan pointed out. last of that vanishing breed who )fer work to such hedonistic dis- 'n the future he expects interna- tions as vacations and hobbies. tional to play a larger role in the n addition to being worldwide BBDO operation. hive director for BBDO, Jordan Jordan remarked that a largely 'so a bootlegger, and he has been unsung development is the sudden for some time. A bootleg copy- spurt in the growth of BBDO in the er; ever since one day three States, with some $30 million in new s ago when Tom Dillon, BBDO's business coming into the agency so ident, informed Jordan that he far this year. Among the new ac- t now creative director of the counts: Scott Paper, Pillsbury, Gil- l{ncy's New York office. lette Techmatic, Burger King, Vick So nail some boards on that Chemical. ewriter," Dillon told Jordan. Said Jordan "BBDO has been 'or a few days, the new creative more successful than other agencies James J. Jordan hector struggled to abstain, but at what we call `breaking the bore- One of a vanishing breed? .illy the habits of a lifetime pre- dom barrier,' " (the culminating y ed, and Jordan, whose entire stage in the four-part process for de- found that the pick of the crop was 5 mess career had been dedicated veloping an ad campaign that has put into fibre boxes. How come? ttlwriting ads at BBDO, pulled up become the procedure at BBDO.) The United Fruit people told us it boards and hit the keys. He painted out that the process was because the boxes made it easier is hard for creative directors to begins with defining and isolating for grocers to handle shipments." p their hands off typewriters. Jor- the prime consumer. He cited as an "Didn't this careful packing also di said his bootlegging has not example of this BBDO's work with make the bananas less subject to in- I e entirely undetected at the beer, where the basic I Schaefer terior bruising?" iwe asked them. ncy. "Tom Dillon spots my style premise was the fact that some 80 "Sure," they said. "Right then we v and then." per cent of the .beer consumed in had the key to our campaign." the U. S. is consumed by some 15 )rdan may have to give up the per cent of all the beer drinkers. Iis obvious by now that James bootleg copywriting now that he's "There's no sense in using a shot- Jordan relishes involvement in 9n put in charge of the creative gun, and trying to reach the little campaigns every step of the way. So aoput of all of BBDO's offices old lady who takes six months to much so that he prefers work to vaca- and the country and abroad. Not swallow a six-pack." BBDO and tions. This year he took a vacation, t imting the New York headquarters, Schaefer went with "When You're his first in three years. He and his t!re are 11 regional offices of Having More than One." wife flew off to Jamaica for a week, IDO in the U. S. alone. And then The second step, Jordan outlined, and then they took their six children t re's Canada, Britain, France, is finding out what problems the off to the Hamptons for a week. The rmany, Italy and Austria. prime consumer wants the product six are Jimmy, nine; Michael, eight; It's quite a spread, but the over- to solve. Mary Beth, six; Tommy, five; Jen- %tlming bulk of the action so far is Then the product is studied in- nifer, three, and Anne, one. i, the States, which accounts for tensively. "Sometimes you discover On weekends at home in White e 95 per cent of BBDO's global an obscure property in the product Plains Jordan puts in a few hours 0 million in annual billings. that solves the prime consumer's each day on work he's brought home Jordan said the regional offices in problem." from the office, plays a quick game IT States, far from being "branch of tennis, once in a while does some 'ices," account for a third of the Jordan cited the Chiquita banana Little League coaching. Work is the a-ncy's U. S. billings. campaign for United Fruit. The name of the game for Jordan. BBDO's office in San Francisco problem was this: housewives, who More work, and more pay, is in the biggest agency on the Pacific were accustomed to buying bananas his view the key to the heightening ast; BBDO in Boston is the big- by appearance, felt chagrined and of the creative output of BBDO. "We ht agency in Boston; the Burke betrayed when they got home and now have fewer people doing more wling Adams division of BBDO, on peeling off the perfectly unblem- work at better pay. We pay more, and Atlanta, is the biggest agency in ished skins, found bruises on the get better people." Southeast." fruit itself. Jordan joined BBI)O as a copy- he regional offices are a major "We flew to Honduras to see how writer in '53 shortly after graduat- ¡Fee of income and of profit to bananas are grown and shipped. We ing from Amherst.

Elevision Age, October 21, 1968 63

Imm THE LIGHTER SIDE In Gamer;1

h ;

The following comes via KCOP Los understand the head of his ballot. This is Angeles in re Cesar's World: FREBERG: Right. I expect that at usual procedure. ", veteran motion any moment now he is going to "However, enter Leander Pe picture and television star, debuts franchise himself out like Veloz and who has been shooting at that root in a new travel/adventure series that Yolanda Studios, or Arthur Murray for the past four years. He filed should make the II millions of Romero Studios. in Baton Rouge, challenging H. fans sit down, tune in .and enjoy. CARSON: Why not? Or a drive- phrey's right to the rooster. He ho "In this, the first of the series, in? Humphrey should get the donl "The Bottom of the World," Cesar FREBERG: Next to the barbecued instead. takes the viewer to the South Pole ribs. Right? The deal is that you "This is almost a rerun of to explore this hostile land. 4 Via the give him a week's salary, and what charade four years ago when Pe Ross Sea, Cesar visits the white con- you get in return is inner calm, and sought to get unpledged electors : tinent, the Antarctic, where a they choice of self -realization or cole the ballot under the rooster, so meet with a plane load of Russian slaw. could deliver the state's Democr * * .. explorers who are busy exploring. votes to George Wallace. "Experiences with the Sea Bee The constant striving for excel- "This time, however, Wallace N Aquanauts, an Antarctic blizzard lence is one of the things that make probably run under his new sym and a 20th Century motorized to- America (or the U.S., anyway) an eagle. If you're confused, y boggan not only make it an exciting great. Among the latest examples is should be, with donkeys, roost story but there's superb photography the title star of Blondie, Patricia and eagles all over the place. in magnificent color even though Harty. She explained recently: "It's all pretty moot, anyw; most of it is chill white." "I was studying acting in New `Pulling the rooster' meant votes But what a great background for York, trying to broaden my range of the old days, when machine polit`. Cesar in a ji taupe worsted, single- emotions, so I went to Central Park were in sway and many voters wt breasted Continental style suit with Zoo and looked at the chimps. I illiterate. ill slash pockets, vents and two pairs of said to myself, `Well, that's me-bub- "Now, however, with televis0 yr pants. bly and energetic! So I went instead bringing candidates into ve * * * your to study my opposite-the gorilla." homes, it has become the candida A press release from CBS -TV Well, let's see now. That means who counts. And donkeys, roostee tells us that seven -year -old Erin that if somebody is a serious actor, and eagles are for the birds." Moran works with some of the he would study the laughing hyena. * * fiercest species of the jungle this sea- Right? son in Daktari and isn't fazed at all * * * Schenley Imports Co. recent, ran a by them. Jack Paar recently recalled the prize contest on radio for tl best name a new Her mother is quoted as saying: time he was so mad about a maga- for cocktail tonsil "She loves and trusts animals-even zine story about him that he tossed ing half-and-half of Stock dry ve mouth lions and tigers." Nevertheless, Erin the periodical into the waste basket and Stock sweet ermout Whadiya has been taught to respect the beasts. (that's pretty mad). A week later, think won? "Stock Merger what else? Says the press release: "Erin he decided to read the article again, * faithfully obeys that teaching even but the magazine had been thrown though she may not really believe out. Paar complained: "Why don't FYI: Newswoman Wanda Ram it." people leave things where I put of KQED, San Francisco education:, She'd better believe it. them?" outlet, who was given the Distin; * * * uished Alumni Award of the Alum In looking back on the six years The following editorial ran last Association of Indiana State Unive' of the Tonight Show Starring Johnny month on wwL-Tv New Orleans: sity a couple of weeks ago, is al Carson, NBC-TV staffers collected "And isn't it funny, all that furore honorary inmate of San Quenti some memorable bits of conversa- in Baton Rouge over a skinny Prison. tion. Among them was this inter- rooster and a silly -looking donkey. * * * view with on April 5, It had finally been determined-this And speaking of KQED, Dr. Berl 1968: week, everyone thought-who would jamin Spock, now free on hail penci CARSON: Have you met Mahar- get the rooster in November's elec- ing an appeal to a conviction o ishi Mahesh Yogi? tion. charges of disrupting the operatic: - FREBERG: No. But I have a "As most of you know, we assume, of the draft, will talk about his child) private theory about him. The deal the rooster is the symbol of the hood on KQED tonight (October 21) is you give him a week's salary, you Democratic Party in Louisiana. It In announcing his appearance, th know. A guy works in the dry clean- is the state's equivalent of the station quoted him as saying tha ing place, you give him $48.- And if donkey. Well, it had been announced his mother was "a very difficul you're Mia Farrow, you give him.. . this week that candidate Hubert woman." CARSON: A week's salary, I Humphrey would get the rooster at Like mother, like son. fi4 Television Age, October 21, 196

THE V CAN'T STAND THE HEAL STAY OUT OF KITCHEN!"

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g * ' .-. - e - - - > A....a 0 .. .11 I . . . - . I./ .5 when Former President Harry Truman wasn't talking about television been. The television he made his familiar comment. but he might have his station's station manager who could win a .popularity contest among fair measure of how viewers is probably doing a second-rate job. In fact, a responsibility just effective a station is in assuming its share of civic might be the angry buzzing from the hornets it stirs up. Nobody made Not that we intend to wrap ourselves in self-righteousness. that we stay us get into the television business, and nobody is insisting in a while-somebody in it. «e happen to like it. heat and all. And-once does say something nice to us. SOMETHING VICE LIKE "CITIZEN"

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NBC ON HOUSTON'S CHANNEL 2

Edward Petry & Co., National Representatives