Blevision As Creator, Inspirer and Seller of Toys

APRIL II, 1966; FIFTYCENE

blevision as creator,inspirer and seller oftoys PAGE 23 A perennialcontroversy: what thenetworks don't do PAGE 28 I'Dw tobe creative andinfluence people, sortof PAGE 32

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Color Television is in the midst of its greatest breakthroughboth as to set sales PETRY and advertiser acceptance. This year Spot TV willbe more effective than ever with yourcommercials in Color. The Television Stations werepresent are the leaders. Cr They are best equipped and ready to do this kind ofselling for you. SPot COLORSPOT-FOR FOUR DIMENSIONAL SELLING

-liTV MEDIUMFOR '66 .Vsh::;::,,: Si:.: EDWARD¡ PETRY & CO.,INC. uytive4444# Indiana APR(1 VII ;. i THE ORIGINAL STATION REPRESENTATIVE 10, 1 Taligc4-4 Vyyt,, NEWVO yrvt`vw,,Mf

r ,,gr jly`ñ` 0.`4I01©1S DALLAS DETROIT LOS ANGELES PHILADELPHIA SAN FRANCISCO >T LOUIS what Twin City TV Station deliversover ONE MILLION MOREVIEWER HOURS perweek than its closest competitor?*

* ANSWER: This viewer preference combined with theFIVE Total Weekly Hours Viewed Per Station- National News Awards, including the 1965Radio- 1965 ARB Coverage Study Television News Directors Award, indicatesthe 9,004,100 IJCCO TELEVISION professionals join Northwest viewers inrecogniz- ing WCCO Television's efforts towardexcellence. 7,900,200 STATION "B" YOU CAN COUNT ON WCCO TELEVISION TO BETHEDIFFERENCE 5,252,800 STATION "C" BETWEEN GOOD AND GREAT IN TWIN CITYTELEVISION 4,161,200 STATION "D"

And, we always say... `Audience measurement data of all media are estimates only-subject to defects and limitations of source material and methods." wccReps: Peters, Griffin, Woodward, Inc. KTRKTV On the Go! HOUSTON

PERR

MASONThe Greatest Audience Attraction in the History of Syndicated Television NOW

AVAILAOffices in New York,Chicago,San Francisco,Dallas,Atlanta 3CBSILEFILYN Letter from the Publisher No Time for Groaning 1 JUST OFF The paradox of the "soft" situation in spot is that neitherreps no stations nor industry analysts have been able to put their fingero exactly where the problem lies. Some markets are up; othersare dowr THE PRESS This holds true for large as well as small and intermediate size market; Several reasons have been advanced for the "touch and go" positione spot in the first quarter. The introduction of new products, a health source of revenue for spot, slackened off somewhat in the first thre months of the year. The utilization of piggy -backs by large spotuser could be a factor in the reduced spending by these advertisers. Tel(

vision Bureau of Advertising is conducting a comprehensive studyo the effect piggy -backs are having on spot revenue. There is no questior too, that network announcement sales are cutting into spot placements Stations, in the meantime, are carefully going over their fall program ming schedules and blue -printing their efforts with the local wholesaler and jobbers. The stations that redouble their efforts in these areas will in 20th, edition crease their business. The stations that moan and groan and wring thei hands and do nothing will suffer in today's competitive marketplace. The complete directory and basic reference guide of international radio &ad Sales Staff Expansion television We are happy to announce the appointment of Norman Berkowitz (right)as advertising

blade; Jwrt wire, vafwnWtte611 c4tiamwlih1 WWtte, rilla:.11,ad ally 00. Cu/It't an aeIIa91i director. Mr. Berkowitz, who has been eastern sales manager, was formerly advertising director of Mercury Records. Before that he was an account executive with the DePerri Ad- vertising Agency in New York after having been with the Billboard Publishing Company 1966 WORLD RADIO for several years.

TV HANDBOOK Mort Miller (left) rejoins TELEVISION AG The indispensable and complete as advertising manager. He has been wit] guide for identifying broadcast sta- Radio -Television Daily forthepasteigh tions in every country of the world. months and before that was eastern sales man A complete listing of all short wave ager of TELEVISION AGE for five years. He ha stations, foreign broadcasts, long a wide background in film distribution an( and medium wave stations, tv sta- production, having been with Independen tions and personnel. The World Television Corporation and, before that, witl Radio TV Handbook isthe only Bill Sturm Productions. Both Mr. Miller an( guide of its kind, used by broad- Mr. Berkowitz will report directly to the pub casters,tvstations, technicians, lisher. amateurs, shortwave hobbyists, diplomatic corps and advertising Business Barometer Innovation agencies throughout the world. The TELEVISION AGE Business Barometer has been revised to show th( month -to -month revenue figures broken down by size of station. Thi figures now show the month -to -month changes in national spot, networl For information, write and local revenue by stations in categories of under -$1 million, $1 -to -$3 million and over -$3 million. The figures will continue to be tabulated b} World Radio TV Handbook Dun & Bradstreet from confidential reports received directly from sta tions. The change was made as a result of the constructive suggestions Sundvej, 6, Hellerup, Denmark made by reps and stations which use the Business Barometer figures. We want to take this opportunity to again thank the stations which ar( or cooperating to make this valuable service possible. 1270 Avenue of the Americas New York, N. Y. 10020 /12

11 Television Age, April 11, 196( Op Art

It may be a resolution chart to an engineer, but our creative department sees it as "an experiment incorporat- ing the laws of optics in the solution of a particular esthetic problem in spatial relationships." And our sales department claims that if you stare at it long enough you'll get the mes, sage:

The real art to op is providing programming that people like. Art critics at ARB agree that WMT-TV practices the art fine. WMT-TV has over two

II ion more viewer hours per week than either of the other stations in our market.*

°StationX: 1,782,700.StationY:2,336,400. WMT-TV: 4,478,700. ARB, Television Coverage/ 1965, Iowa S=tation Report. WMT-TV CBS Television for Eastern Iowa Cedar Rapids-Waterloo National Representatives: The Katz Agency Affiliated with WMT-AM; WMT-FM; K-WMT, Fort Dodge euision Age, April II, /966 9 ---- .... at In the Picture on paae 71 (March From the Chairman r1 14, 1965). It was as skillfully written I enjoyed... the issue 5, hick con. asit was generous. tamed the articles on the Commission Letters DON DURGIN (March 28, 1966) very much, and President was particularly pleased with the arti to the NBC Television Network ele on me. I hope the general reac. Editor New York, N.Y. tion to it has been favorable.

E. WILLIAM HEM Chairman

Comments on Cox Federal Communications Commissicti I read your March 14 issue and Book for Ballots Washington, D.I thank you for the attention shown The Winning Candidate, How to De- Cox Broadcasting Corp in Wall St. featYour PoliticalOpponent, by Uninfluenced? Report. We appreciate it, but there D. Swing Meyer; James H. Heine- The MarchI kh issue carried were some discrepancies in the copy. man, Inc., 244 pp.; $4.95 mighty interesting article about t Permit me to point them out. . . "It is a sad commentary that few segment of the television audie Whether or not an FCC hearing political candidates have really used known as Children, entitled Wh will be necessary for approval of our the medium of television to its fullest Influencing Whom? 1 franchise is as yet undetermined. potential. Most have merely backed Since Trans -Lux caters to childrer We have 32,000 subscribers on our into it." D. Swing Meyer, a former via television,Imight sayWho'; Cox -owned systems, not 22,000. employee of the Campbell Soup Co. Kidding Whom? Anyonereadinz Cox Cablevision joined forces with and now a California publicrela- this would get the impression dial KaiserAerospaceandElectronics tionsman,attemptsinthisall- advertisers are reaching for children, Corp.,instead of withKaiser purpose volume toteach would-be but if you really want to do a service. Broadcasting. Our relationship with publicservantshowbesttouse I suggest that you query a dozen oe Kaiser A&E hasnosignificance television and the other media of so stations outside of the top rode to Kaiser Broadcasting's plans for communications to influence people pendents in the top three markets and pay -tv. We have nothing to do with it. and win votes. Taking off from his ask them how much of their program We are no longerinvolvedin thesis that most candidates do not schedule is geared to carry a corn Daytona -Beach. know how to use tv, the author de- mercial message for children. At nc Not all cities require a percentage votes a chapter(17)to basic in- time in the short history of televisior ofrevenues(inCATV), butit struction: have there been so few stations ac someday could become the norm. Plan the attack carefully by list- tively soliciting business which ap. RICHARD S. GOSS ing names of all local tv news direc- pealstothechild buyer(orin Director of Promotion and Publicity tors, talk and interview shows, panel fluencer). WSB-TV discussions,etc.;approach thetv In almost every three -station mar Atlanta, Ga. stationwithimaginativefeature ket, two of the stations have corn. ideas; "better to buy five 60 -second pletely abdicated children's program Pakistan Statistics spots or ten 30 -second spots than one ming, and the third is down to one Iwas surprised to see that TELE- five-minute segment;" don't preempt hour or so a day. VISION AGE credits Pakistan with only theviewers'favoriteshows; re- Ifthenationaladvertiserswitl 1,700tvsets(semi-annualInter- hearse being sincere, honest and di- products to sell directly to childrer national Issue). This is incorrect. rect before a "dead" camera in an -or as the article points out, those We have between 8,000 and 10,000 emptytvstudio;usesmall -space who have products for mom and dad sets in Lahore, West Pakistan, and newspaper ads toalert viewers to but would like to see the childrer between5,000 and 7,000setsin your tv appearance, and so on. influencing the purchase-want to do Dacca, East Pakistan. Mr. Meyer's tv chapter can hardly somethingsignificant,theymigh Karachi station is under construc- be_called penetrating; and his ad- start funnelling some of their spo tion and we estimate that within the vice on the preparation of a press kit, revenue into local programstailor firstyear we shall have between the duties of a field task force, how made for children. Obviously, I an 25,000 and 30,000 sets. to deliver a speech or hold a press not talking about the early prime NUSRAT A. BOKHARI conference,are more detailed and time schedule, which includes a fixec J. Walter Thompson Far Eastern Co. probably of more value. For the be- number of programs more likely tc Karachi, Pakistan ginner in the arena of politics, how- appeal to youngsters than adults. al ever, the book should prove useful. though they are never, never referrer Portrait in Print Whether or not it will tell the reader to as the children's hour. Reading somethingaboutone's "how todefeat your politicalop- RICHARD CARLTOP selfisalmost as uncomfortable as ponent"isproblematical;whatif Vice Presiden looking at one's picture, but I didn't your opponent hasalsoreadthe Trans -Lux Television Corp have the usual experience in looking book? -D.D. New York, N.Y

10 Television Age, April 11, 19 All it takes is an attention -getting station Why? Because called WJBK-TV. WJBK-TV works in Detroit. WJBK-TV is the leader in Detroit. Check with your STS man. He'll show you Reason: More national accounts advertised how to get your products picked upon WJBK-TV in 1965 than any other not passed by. Detroit TV station. Same story's shaping up for '66, too. WJBK-TV ® 2 DETROIT

IMPORTANT STATION MILWAUKEE CLEVELAND ATLANTA DETROIT TOLEDO NEW YORK I IMPORTANT MARKET WITI-TV WJW-TV WAGA-TV WJBK-TV WSPD-TV WHN

MIAMI CLEVELAND LOS ANGELES DETROIT TOLEDO PHILADELPHIA STOKER WGBS WJW KGBS WJBK WSPD WIBG BR21DC1ST/NC COMP.!NY

STORER TELEVISION SALES, INC. Representatives for all Storer television stations. television Age, April 11, 1966

A GOLDEN WEST TELEVISION KTLA SERVICE FOR LOS ANGELES AND LOS ANGELES cwBALL OF SOUTHERN CALIFORNIA.

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The California Angels' play-by-play will be in full color in 1966. Adjacencies for 30 games are now available.

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ST. LOUIS DALLASFT. WORTH LOS ANGELES SAN FRANCISCO

*ARB December 1965 (All audience data .s subject to qualifications described in the report used) KGNC-Radio, TV and FM, Amarillo- formally joined the Stauffer Publications' broadcast media family February 15. And WIBW, Kansas branch of the family tree, is proud to welcome its Texas neighbor ... bustling, full -blooming Amarillo. WELCOME It's a fitting partnership. KGNC Radio and TV dominate Amarillo and the Texas Panhandle. much the way the "Voice of KGNC Kansas" prevails in the Sunflower State. And for the same reasons: top-flight AMARILLO, TEXAS programming ... first-rate personnel ... responsiblemanagement. Down Amarillo way they call KGNC the "Voice of the Golden Spread." And what a spread: 183,000 wonderful Texans, making up the 14th fastest growing market in the country, according to Sales Management.

Like to know more? Ask A\ Avery-Knodel. They'll represent KGNC, too, in their own inimitable manner.

DDY TV Radio FM Topeka, Kansas Broadcast Services of Stauffer Publications

1 '/'tision Age, April 11, 1 T

WHAT'S AHEAD BEHIND THE SCENES Tele-scope

I:C In the Clear market stations in the large northeastern markets expect In spite of a bid for action by the FCC, prospectsfor that the percentage of color spot activity will reach the ingress either to head off or tomodify the FCC as- 50 -per -cent level by mid -1966. Complete color spot cam- ;mption of authority over all CATV-land are slim. The paigns are expected to be achieved within the year in : nate Commerce Communicationssubcommittee is de - those markets. I mined to wait for Houseaction before risking an- ier fight on the Senate floor.The House Commerce Heads Knock at Commerce laimittee hearings have to date revealed little that is Rep. Harley O. Staggers (D., W.Va.) , new chairman w, except that the committeemembers are bitterly of the House Commerce Committee, isn't living up to his ,lit and not about to agree on anything CATV. advance billing-easy-going and reluctant to knock heads. The CATV problem was removed completely from the :;-Per-Cent Increase in Toy Billings? hands of Rep. Walter Rogers (D., Tex.) who expected to On the heels of a successful prediction in April '65 hold hearings in his capacity as chairman of the sub- at the nation's makers of toys and games would invest committee on communications and power, and was ex- i)re than $40 million in tv during the year (TvB reports pected to use the hearings to counter FCC action. s final figure was $44 million), TELEVISION AGE is es - noting 1966 expenditures of $55 million. On individual Capitalizing onCommercials ps, some advance estimates here last April 26 were Latest commercials studio to follow the noted prece- nazingly accurate. For example: it was predicted that dent set five years ago by Filmways in branching out attel would spend $5.5 million in network, $3.5 million into series production is Van Praag Productions. The spot; the firm, says TvB, spent $5.7 million in net - studio, with Walt Framer as its director of special proj- ark, $3.1 million in spot. Ideal Toy, it was predicted, ects, has a tv drama project currently being subjected to )uld spend $2.8 million in spot alone; the TvB figure network scrutiny. If it gets a green light, Van Praag will $2,866,000. Hasbro predictions were $550,000 in net - shoot it either in Miami or Hollywood. The firm has ark, $500,000 in spot; the TvB figures-$511,100 in facilities arrangements in both places. twork, $541,700 in spot. (For more on the toy picture and for the year ahead, see page 23.) Tobacco Rumblings The cigarette businessis shaky asfar as certain Middleman-More Profits agencies are concerned. On the heels of the recent Kent When a tv production studio has a still hot productswitch there is talk of two other account shifts in the ming off -network, it's often time to set up a syndica- offing: Liggett and Myers is on the prowl for a new )n subsidiary. Last month Filmways set up a station shop to provide new life for L&M, Chesterfield King !es arm, and arranged with Len Firestone to distribute and Lark. The field has been narrowed to four agencies 'e Addams Family. Since then, however, Filmways has which are currently whipping up presentations hoping to 'pounced merger plans with Seven Arts. If the merger grab the $33 -million action from JWT: Young & Rubi- res through, Filmways will have the Seven Arts field cam, Foote, Cone & Belding, McCann-Erickson or Comp- les force to carry its series to stations. And Seven Arts ton. Also along tobacco road, Paxton is reportedly on II eventually have Filmways' feature films to add to the verge of defecting from Benton & Bowles for the libraries of tv features. fresher fields of Leo Burnett. Observers feel that the rest of the Philip Morris brands at B&B would soon follow. 'hen the Cat's Away, It's TimeforPay When former Rep. Oren Harris (D., Ark.) ruled the TV Guidelines anise Commerce Committee, the FCC steered clear of Not only do the emerging uhf stations have to compete e hot pay -tv issue, drawing back from a national test with the already established v's for advertising, viewers, the system and accepting Mr. Harris' "restrictedtest" and programming, they are facing discrimination in ea. With Mr. Harris now a. Federal Judge, the issues TV Guide, which in many areas does not bother torun FCC are the terms under whichpay -tv will be per- the programming schedule of the small stations. TV itted: one or multiple systems; limitations on the num- Guide says that there is not enough space to 'r run the of stations per size of market;limitation of the smaller stations, and that in some markets, the magazine ember of pay -tv hours. does not even run the schedules of the smaller v's. "There are not currently enough sets in many markets equipped 'alorisCommon with uhf receivers to warrant listing the programming," Conservative predictions estimate that several major- said one TV Guide spokesman. . 'lerision Age, April 11,1966 15 Boy, did wed wow'em at the. NAB, 011ie.

156 new,fully animated,five-minute cartoon nn (Openings,closings and bridges available to make up 32 fabulous half -hi Naturally, Stanley.: ith Hanna.. Barbera d Wolper,

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Television Age, April 11, 196E 18 Business barometer di sales and network compensation continued atthe 311122ar revenue to stations from local high levels of previous months, accordingto the Business Barometer sampling of stations around the country. Localsales for the industry were 14.7 per cent ahead of thosein January '65, and the compensation total was up 7.4 per cent.

estimated dollars, the total LOCAL BUSINESS NETWORK COMPENSATION figure for all stations' millions of dollars millions of dollars local sales is $24.4 million. This compares with $21.3 million estimated for the 19.2 January '65 period. Com- $17.9 pensation totalled an esti- $2I.3$24.4 mated $19.2 million in January '66, as compared with an estimated $17.9 million for the same month a year earlier. omparing January activity with January (up 7.4%) Ja 'nary (up 14.7%) that of December immediately preceding, however, local Year-to-year changes by annual station revenue business was off 13.9 per cent and compensation was Station Size Local business Network compensation down 5.4 per cent. Under $1 million 6.7% 7.4% $1-3 million 12.9 11.5 E he 14.7 -per -cent gain for the $3 million -up 16.6 5.0 year-to-year comparison of 5 local sales was the largest 45 45 racked up for any month since November 1964. The 4(1 40 greatest gains in local revenue were made by the 35 35 largest stations. According to the new Business Barometer 30 computations of changes 30 by size -of station, local sales were up 16.6 per cent 25 25

at stations in the over - ...<:'..::.:".::1:':::::: $3 million annual group; up 20 20 12.9 per cent at stations in f;:: the $1-3 million bracket, 1.5 15 :; : t:::,...:.l? : r't\}`;1;r::M<;: :::: :;;;` :::::.:.ti. and up only 6.7 per cent at ';\¿: the stations whose revenue _. :i:ii::`:.;:::°:::Yz:?`.:`:-i`::::r::::;,

1 ti 11 .l 11 1 1 .1 5ttY D 1 11 11 . O N D / is under $1 million. 1966-'65 comparison 1966-'65 coutparieon ?inally, a look is in orderat how business for stations in January of this year compares with that in 1965. Although spot volume (reported here last issue) was up only 7.2 per cent this past January, as compared to 9.7 per cent in January '65 over that of '64, the increases in both compensation and local sales were greater this year than last. In '65, January local business was up 10.5 per cent over '64; now it's 14.7 per cent. And January '65 compensation was up only 3.0 per cent over '65; now it's up 7.4 per cent. (A copyrighted feature ofTELEVISION AGE,Business Barometer is based on a cross-section of stationsinall income and geographical categories. Information is tabulated by Dun& Bradstreet.)

Television Age, April 11, 1966 19 You'll like the local color. And the homes -reached record too.

rAECHANNEL 4

"Hearing William Steinberg and thePitts- burgh Symphony in Carnegie Hall last night ...strengthened my faith in them as one of America's three best teams of the kind." Biancolli, New York World Telegram, November, 1965. THE WAY IT HAPPENED Newsfront

with Nanette Fabray 'or a lookalike To keep that control takes daring, 4udience Control stream of situation comedies. yes, but you don't have to dare to "I'm not suggesting that youdon't As to the feature film supply for be different. You have to dare to be iced the networks," said HerbJacobs, the local station, Mr. Jacobs strongly sensible." )resident of TV Stations, Inc., at a refuted the "asinine mouthings" of a dosed meeting during the NAB con- film man who had told the group last Talking Back vention in Chicago. "What I am say- year that plenty of features were in ng is that you getready now for the the vaults. "As of January of this Of 10,623 Chicago viewers, 49 per lay when the networks don't need year," he pointed out, "there were cent think "there is too much cover- you. exactly 977 post -'48 Hollywood fea- age" during Presidential campaigns; Therepresentativesfrom more tures in the vaults and in current re- 59 per cent want "more information han 100 outlets now in the Tv Sta - lease. Those now in release won't be programs;" and 28 per cent would ions fold took notice as Mr. Jacobs available for perhaps as long as five "pay a small amount monthly" to )utlined the forces that will (not may, years. Some will be held by the pro- scuttle the commercials. )ut will) battle for their audiences: ducers for eventual theatrical reissue. These were among the results of pore independent uhf stations, pay - And, of the total, only 261, or 26.7 one ofWBBM-TV'sFeedback opinion v, CATV ("some programorigina- per cent, are of `A' quality; 478, or polls in which the viewers were in- tionhasn't been ruled out by the 48.9 per cent, are 'B' quality, and vited to commend or condemn their FCC"), network transmission direct- 238 are 'C' films that are virtually daily tv fare. Following a 50 -minute ly to the home via satellite ("General unusable." discussion of the medium Feb. 28, Barnoff had predicted it") , and the (see Television Age, Feb. 28), the home tv -disc ("already developed by High-priced 'cheapies.'Those net- panel moderator, Carter Davidson. Sony and CBS") that in time "will work dealsfor co -production that fired off 26 questions to the public take off like the record business." might be a source of future off -net- seeking itstvtastes. The audience work features? "The 'networks are markeditsanswers on"ballots," Clear and Present Dangers.The investing a few hundred thousand clipped from the Chicago papers, and all -too -obvious dangers must be rec- to make instant `cheapies' that will mailed them to the CBS -owned sta- ognized now, said the TSI presi- cost you more than you now pay for tion. dent, and the stations must do some- a multi -million -dollar Hollywood thing about it quickly. The networks, first -run film." Fair Programs. Demographically, he emphasized, can no longer be de- Mr. Jacobs' admonition: "The peo- those viewers with the most educa- pended upon for a supply of off -net- ple who control programming control tion, predictably, want "more infor- work programming. Last season, the the audience." His advice:station mation programs instead of enter- mortality rate for all network shows owners should giveall encourage- tainment programs." Seventy-one per was 47.3 per cent; for new shows, it ment possible to such firms as ITC cent of the college graduates wanted was 60.5 per cent; and of 51 network ("which offer.adifferent kind of more information, while only 30 per cast-offs, only 13 programs have any special with Lena Home and Pearl cent of those with grade school edu- potential for rerun use. (Mr. Jacobs, Bailey"),groups like Westinghouse cations were for more information. incidentally, and Tv Stations, Inc., (Mike Douglas, Mery Griffin), Cor- Teenage viewers and, surprisingly, claimed an accuracy of 97.7 per cent inthian, Triangle and others doing those over 70 were thestrongest in predicting the fate of programs new productions. The stations should groups for more entertainment. before the beginning of the '65-'66 stockpile good pre -'48 films that can Given the opportunity to label tv season-an accuracy better than that be rerun in special packages-"film programming generally, the big ma- of N. W. Ayer and MacManus, John classics, "science fiction," etc., and jority said "fair." However 36 per & Adams, both of which published the packages should be sparked with cent of those with post -graduate edu- their forecasts.) occasional drop -ins of good first -run cations dismissed it as "poor" while Severe deficiences exist in the kind films. And, the stations must support only eight per cent of the grade of off -network programming availa- the new groups likeDevelopment school educated chose "poor." Ap- ble, the executive pointed out. "Ina Program Associates and Associated parently tv continues to be a good decade,thenetworkshavegone ProductionCompany,whichcan baby-sitter, especially for big fami- through a turn of 360 degrees-from bring out fresh features on a coopera- lies.Seventy-six per cent of those Berle to Batman to Berle." Ifa sta- tive basis where individual stations respondents with four or more chil- tion doesn't want that kind ofpro- couldn't afford to get into produc- dren said television helps the educa- gramming, he can have westerns "in tion. tion of children; 67 per cent of those which even the horsesare pleading "Stations,"Mr.Jacobs warned, with no children said it helps. for new scripts"or variety shows "all "are losing control of programming. (Continued on page 68)

Television Age, April 11, 1966 21 EQUATION FOR

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22 Tv(rt; i1,11/11 I Television Age APRIL 11, 1966

Programs inspire playthings, which in turn are designed Tvas toymaker to look good in commercials- that will fill $55 million worth of airtime this year

here was a day when toy inventorssat at Because television has become the primary their drawing boards and inventedtoys they toy merchandiser, most companies have been oped children would like. Now, they invent forced, beginning at the moment of conception, ys they hope will look good on television ; to "think television." How well will the toy lend nd they invent the commercialsat the same itself to a one -minute color film with sound and time. For, unless a toy does something that music? That is the all-important question. can be seen or heard, it's almostsure to fail The constant drive for new ideas to promote on the market. Television, ofcourse, can claim with massive television campaigns has spawned major credit for the Americantoy industry's some ingenious new toys. Many of yesterday's vault into the big leaguesof American business. toy staples have been reworked into a form But tv's influenceon the process of toy creation presentable for television. Television's demands and, indeed, thevery nature of today's toys, is for motion, sound, action, and color can be ob- often forgotten in theexhilaration of skyrock- served in developments in children's military eting sales. arsenals, board games, bicycles, and even the

Television Age, April 11, 1966 23 Ffirdyreissny.'w-r.4''.-.é

ordinary hobby horse. At Mattel, the er. Today the clerk probably doesn't Balrrlan, Superman, The old cork gun has gibenas to sleek even know hoo it o orks. We haY e to Horner, The Phantom, Torzan, rifles that fire cap -loaded bullets and depend on tele% ision to demonstrate liunderu moan. The Hord is out "ricochet" through a sound box in our toys nob Mr. Kent added that important toytirmis such asI the rifle stork. The traditional board the "retailing resolution" created b% Mattel, Louis Marx, Hasseufeld, games no feature elaborate gadg- television has made it"luamdaton Aurora are all tinning up rout etsin the center which crank into to sell toes by their box and their for the major super -herds. action at strategic moments. Mattel's name. We have to create a name that The rush to Butnuul, of tour bicycles look and sound like motor- can be asked for at the store." alreadyinfull bloom o ithall cycles, and it-hobby- horse, Blaze. Jack Jones, Mattel's advertising di- major toy companies quickly ha "-b hinnies. neighs. snorts and talks." rector,said,"Certainlytelevision nailed dot n their indi% idual B An example of ty's domination at plays an important role in the cre- licenses. Close on Batman's heels, the birth of a to%is tell illustrated ation of our toys. We usually prepare feeding oil the super -hero tea o ithSix finger, a to%in the "secret a product to fill a market need and created.is Superman. The exi oration" genre. .ix/inger looks like then get the message out to the kids .Superman half-hour series ohich a linger, but fires bullets, bombs, and on television." He added the process been runantirerunin ir secret messages from its tip. Minutes of production of a new product and markets,thetwoI.It.anin after the toy as invented, Topper itsadvertisingcannotbeentirely Superman half-hour program no Toys president Henry Orenstein was separated. preparation for Saturda% morning making arrangements to beef up the While most major toys are created and the new Broadway musical c company'sadvertisingbudgetby h ith television advertising in mind. Superman tillresultina ho -t i 8500.I00 forSix finger.Six weeks an important segment of the toyin- toy s and games based on the the later.inearly -September, Six finger dustryderivesits venlifeblood after. has on the market and on television. from television programming. A toy pegged to a television show or per- Sales Hare Doubled sonality enjoys peculiar advantages `Demonstration' is Word Since the advent of television. fat because the shoo itself adyerti-es the "Atthe end ofameetinglast important developments tare takt product, thus making paid advertis- July 1 mentioned a derringer that plate in the toy and game indu ingunnecessary.The gamble.of fired between the fingers with the inadditiontothe changesiii course, is that the toyis doomed to fistclosed." said Topper's advertis- toys themseltes.I 1.1 Today-, the the same fate as the show thatin- ing director, Robert Read. "Someone of 'toy sis aear -round business. spired it. The challenge to toy manu- said it o as too bad it didn't look like fore telet Isloililt -tsales. and facturersisto determine the right a sixth finger. so that the gun would Nrrtising, occurred in omit the t time to get in and out of a fad stimu- be hidden. The next thing we kneo months before Christmas. 12. lated bya popular television series. Venno a-stoopingonthefloor not are often adtertised and Chased brand name.Inl chatteringaboutcamera angles. It hither ,tomes Head? story boards, and background music." dal s. consumers mere generally Over twomillionSix fingerssold One of the big unan -tired ques- aware ofspecific Company na before Christmas and the toy- was one tions at the GardXnnual American 13.'IBefore telet isiun most toy of the chosen six. out of 111 contend- Toy Fair, held in \eh 1 ork City- last game companies aimed their se ers, the company decided to carry month. has hot long the toy indus- messages only at parents' is p o%er into its 1%6 line. try can continue o tinging gold from Today.childrenandparents Abe Kent, Ideal Toy's merchandis- therashofJames Bond -inspired reached by toy advertising. (1.1 ing% ice president. said "demonstra- gulf. gauntes. trick attache cases, and industry has experienced a phen tion" is the key word o hen a new toy otherspyparaphernalia.Although nal growth ... more than tiou is being considered. "Years ago. the the major toy companies arestill its retail sales in 15 sears. on television." He added the process pushing their secret -agent lines. they At the Toy Fair. a record 10 clerk intheretailstorewould are preparing to supplant the super toy -buyers from all over the co demonstrate tI:Etry%- for the custom- sleutht iththesuper -hero.Enter and abroad descended upon 900

24 Telesiaien Age, April II. From tv programs come inspiration for new playthings, and from the playthings come advertising dollars to support television programming ibitors to have a look at the 1966 large stores will run popular and ex- lines. In the "old days" (before pensive television toys as loss leaders,

) the buyers (usually women be- putting the squeeze on small retail- iusethey"know what children ers. The small retailers can't exist ke")arrived, had a quick look - without the tv -toys, yet they frequent- T, and bought. With the stakes ly don't make any money on them. On tv and toy counter: aving risen from a retail volume of )00 million in 1953 to $2.4 billion $55 Million Ahead t 1965, toy -buying has become vast - Many of the small retailers touring more complicated. For the major the exhibits at the Toy Fair indi- lain and department store buyers it cated their unhappiness with the cur- equently means weeks of nego- rent pricing situation for television ating; get -acquainted cocktails; toys. "The secret is to have a proper teatre jaunts, and other types of mix," said Harold Locktov of the heeling -and -dealing -and -dining. American Toy Company of Oakland. Budgets are Important "Retailers get no markup on tv merchandise. We have to put more em- Today's successful toy -buyer must phasis on training store personnel :cognize that it is no longer enough tosellstaplemerchandise."Carl be able to spot what toys young- Jacobs of Bailey's Variety Store in ers will want. He must realize that Rehoboth Beach, Del., said that "the merica's toy tastes, to varying ex- biggest cry is that discount houses ArIlam, Family anti Batman . ults, are determined by what is ad- take those items advertised on tv and 3rtised on television. The toy -buyer football them around. We carry only ow must bow to the tv screen and a limited amount of tv merchandise earken unto the toy manufacturers' and then we try to sell our customers dvertising budgets and schedules. something else. Nine out of ten times his preoccupation with tvexposure you can switch them over." as prompted the manufacturers to The toy manufacturers, who re- romote not only their toys but the ceive these complaints by the score. se of their advertising budgetsas say the small retailer can compete ell. with the large chains through per- Indeed, there aresome observers sonalized and better service. f the toy industry who insist thetv Whichever way you look at it the oose is laying smaller and smaller toy business overall has plenty of olden eggs for the toy manufac- room for expansion and still more of U.N.C.L.E. and Lost in Space. er. According to this theory, some the toy industry's considerable for- ampanies have an unrealistic faith tune will be thrown into television. the power of television and in- The Television Bureau of Advertis- afficient knowledge of howto use ing for the year 1965 listed a total le medium most effectively. Simply of $44.4 million spent in television ouring in moremoney is not the by all toy and game manufacturers, my answer to the problemof how to better_ than $12 million more than r ost sales. Toy manufacturers risk last year. It is estimated by TELE- icurring the ire of the countless VISION AGE that the figure might well all toy retailers who haveto com- rise to $55 million for 1966. te with the large department, chain, The reasonfortheincreaseis d discount stores. Frequently,espe- simple: new advertisers are moving ally during the Christmasrush, the into the toys -on -tv field and past ad -

evision Age, April 11, 1966 James Bond races away from Goldfinger

In 15 years, the toy industry has doubled its sales, but the tv budgets of its leading advertisers have grown at an even faster rate

vertisersareincreasingtheir budgets in many instances. Am some of the leaders: Mattel, the sprawling giant o the toy industry, in 1966 will agail out -distance all other companies in it financial commitment totelevision Mattel's total ad budget last year o $12 million reportedly will be in creasedsignificantly.Itstotalt, budget of $8.855 million last yea is expected to increase to over $11 millionthisyear,withthecon] pany's "Total Go" campaign and in troduction of "Cheerful -Tearful," doll that changes its expression fron a smile to a pout with a lift of al arm. She looks good on television and Mattel officials hope she will bi last number -one doll, Baby First Step. (InspiteofMattel'sambition: Every kid is Batman television program last year, the com pany's early growth rate appears t( be levelingoff.For the 11-montl period ending Jan. 1 the comp had net earnings of only $3.8 mil Making -up for a tv appearance compared with net earnings of $ million for the year ending Feb. Mattel president Elliot Handler tributed the drop-off to a strike productionworkers,largeinv tories, and additional plant in ment. Some Mattel competitors, h ever,havesuggestedMattel reached the point of diminishing turns on television expenditures.)

TopperToys continues maintain its position as the yo estandfastestmoving me ofthetoptenAmerican tol companies."Deluxe Reading [ths Topperparent]started10year ago,sellingtoystosupermarkets only,"saidRobert Read, Toppel Dolls in new guises advertising director. "Two years ago we went into toy stores,mail order Action, color, sound and discount stores with a new lins d new salesmen. In the first year ly $3 million last year on television you up in knots." The company said s grossed $26 million. In 1963 we and will probably up it to around it is upping its ad budget almost $1 )ssed $63 million." In spite of its $4 million in 1966. million, up to $2.3 million, to pay for I ter than 50 -per -cent increase last the twice -weekly, one -minute Batman 'ir, Topper's advertising budget for A. C. Gilbert is increasing its commercials to run from Thanksgiv- 166 will remain approximately what total advertising budget from $1.5 ing to Christmas. It feels the com- i was in 1965-$8.5 million with million to $3 million. Peter Wein- bined juvenile and adult audiences in 9.0 million on network and $3.5 berg, Gilbert's marketing vice presi- early prime time are ideal forits 'Ilion in spot. Mr. Read said the dent, said the total television budget games that appeal to both age groups. cmpanyhasannouncedan$8- will increase $1.3 million to $2 mil- For, the third straight year, MB will I Ilion tv campaign for 1966 "but lion. The company will spend ap- promoteits"AmericanHeritage" this time of year, we are never proximately $1 million on motion games at pre -Christmas on Today. ' lutely sure what's going to hap- point of sale displays. "There's too Amsco Industries, one of the

TOYDOM'S TOP TV TEN

anufacturer 1965 network* 1965 spot* Est. 1966 TV BudgetEst. 1966 network? Est. 1966 spots' 1. Mattel $5,720,100 $3,135,800 $10,400,000 $6,500,000 $3,900,000 ,. Topper (Deluxe) 5,452,600 4,901,100 8,000,000 4,800,000 3,200,000 .Ideal 2,866,600 5,500,000 2,500,000 3,000,000 Marx 1,052,900 1,943,500 4,000,000 1,600,000 2,400,000 . Remco 614,800 1,513,700 3,500,000 1,500,000 2,000,000 6. Kenner 578,700 896,600 2,500,000 900,000 1,600,000 7. Milton Bradley 641,400 718,800 2,300,000 1,100,000 1,200,000 8. American Character 814,600 383,600 2,100,000 800,000 1,300,000 9. A. C. Gilbert 765,800 256,900 2,000,000 1,000,000 1,000,000 10. Hasbro 511,100 541,700 1,550,000 800,000 750,000 etwork and spot figures as reported by Television Bureau o f Advertising, basedon N.C. Rorabaugh/LNA-BAR data. etwork and spot estimates based on manufacturers' statements,toy trade sources, schedules already placed,past records, and ojected plans.

The $8 -million figure is "acon- much money going down the drain smaller toy manufacturers, thisyear rvative estimate for the Toy Fair," for the 400 -odd toy products adver- moved its entire $400,000 tv budget said. Topper officials hope the toy tised on television," Mr. Weinberg from spot to network. "It wasa ques- )rid is waiting breathlessly for the said. "It's the last 15 feet where the tion of one or the other," said Shel- but of "Doll X" which isset for sale is consumated and we are going donFeinberg, Amsco advertising $800,000 television campaign he- to make sure the parent, who buys manager, "and we moved to the net- aping Aug. 1. Topper declinedto most toys, will be able to find the works because they gave us more ve any information on "Doll X" Gilbert products." than 200 -markets coverage; in spot, the Toy Fair saying, "We truly with the same amount of money,we d it isnecessary in order to pro - The biggest newsatMilton would only be in six markets." .t our investment." Bradley, the industry's biggest game This year for thefirsttime manufacturer, is its jump into prime Ideal will go into network tv with Louis Marx,an institution in time and Batman with a stocking - e toy business, spent approximate its two children's shows- Magilla - foot game Twister guaranteed to "tie (Continued on page 58) levision Age, April 11, 1966 27 Goodrich vs. U.S. Royal Tires Commercial impressions per week Total Goodrich: 30.3 million Cleveland Total U.S. Royal: 30.4 million

Chart reads as follows: gái f you liked the book, you'll The commercial impressions lovethepicture,"trumpeted for Goodrich were 31% below Hollywood's promotion writersof those for U.S. Royal in yesteryear. The phrase islikely to New York, 26% above in pop into the mind of anyone seeing Philadelphia, etc. the latest in the series of annual presentations designed by Television Ad- vertising Representatives to promote spot tv. No book -and -picture analogy, though; the result of exposure to the TvAR analysiswillbe something like: "If you liked TILT, you'll love ZIG-ZAG." Fortheuninitiated,the TILT study, released by TvAR four years ago, documented a basic point of information: network programs cover the top 20 markets ín the country (as well as hundreds of others) , and those 20 markets contain a little over Pittsburgh half of all the tv homes in the country, but individual programs gener- Minneapolis ally deliver less than half their total national audience in those important 20 major markets. In other words, a program reaching 10 million homes on a national basis might be expected Philadelphia to reach a little better than 5 million of those homes in the first 20 markets -but it usually won't. The audience size will vary from individual market to individual market depending on suchfactorsasstationcoverage, number of stations in the market, program appeal, clearances, station popularity, and so on. Even similar typesof programs, with national audiences of identical size, will "tilt" up or down indifferent markets,

-28% -29% -31%

-58%

28 Television Age, April 11, 196t1 setting more viewers in one, less in factor? TvAR contends that 124 of mother. The point the station rep- For a look at the 652 network advertisers which esentative endeavored to get across commercials ratings were studied got less than 40 per %as simply that the advertiser back- see page 60 cent of their total commercial im- ng a network program with a large pressionsinthetop 20 markets. rational audience might want to use Another 322 got less than 45 per pot to boost his commercial impres- top markets where half the tv homes cent, and 124 got less than 49 per ions in some of those 20 top markets are located. Of 652 products and cent. While 26 advertisers got almost hat are so vital to sales. services analyzed, 570 failed to get exactly 50 per cent of the 20 -market 50 percentoftheiradvertising The Commercial Counts viewers, only 56 got more than 50 weight in the markets that have 50 per cent. TILT, agrees Robert Hoffman, vice per cent of the total audience. In Is it meaningful? What is the sig- resident for marketing and research some markets, often highly impor- nificance of the fact that a network Ts AR, had its merits, but also had tant ones from a marketing stand- client such as Green Giant scored drawback in that ittalked pro - point,thecommercial impressions only 35 per cent of its total commer- rams, not commercials. And it is the figure would "zig" to a point well be- cial impressions in the top 20 mar- ommercialthatintereststhead- lowthenationalpercentage;in kets? Or that Lifebuoy scored only erti,er today-when program spon- others,whereadvertisingweight 38 per cent? TvAR illustrates with i Jrshipis the exception, and most might not be so important, the figure some examples: etworkclients scatterannounce - could "zag" well above the national Lustre Creme shampoo used nine ircents over all three services. Armed percentage. Thus, while the nation- network programs to get 27.3 million iththefantastic capabilitiesof wide total might be acceptable, the commercial impressions in a week. lectronic computers, Mr. Hoffman networkclientcouldfindhimself As the top 20 markets contain half nd Tv AR set out to check more than shortchanged in important markets. thenation'stv 00 brands advertised homes,"normal" on network The TvAR methodology was sim- weight (50 per cent) in those mar- rlevision in a two-week period last ple, but painstaking. From Broadcast kets would have produced 13.6 mil- larch (1965). The objective was to Advertisers Reports, complete sched- lionimpressions.Actually, nd out how the total commercials Lustre ules were compiled of network adver- Creme scored only 40 per cent, hit- i.ir each brand fared on a homes - tisers running in the two weeks end- ting 10.8 million impressions. TvAR .ached basis for the country as a ing March 19,1965. The specific says the missing 2.7 million impres- hole, in thegroup of top 20 mar - commercialscheduleswerethen sionsrepresenta"lostaudience" and in each of the individual matched with Nielsen's NSI Market kets. greater than the commercial impres- Performance Report for March 1965 sions scored in Los Angeles, Chicago with programs in the TILT toproducethetotalnumberof and Philadelphia combined. y, soitis with commercials in "home impressions" per week for A 45 -per -cent score in the top 20 Zig-Zag study. That is,only a each product or service in the indi- markets for Carter's Pills resulted in small handful of network adver- vidual markets and in the countryas (about 13 per cent) a "deficiency" of 885,000 impres- got half a whole. sions. That is, the product had 17.8 advertising weight in those20 How seriousis the "ZIG-ZAG" (Continued on page 59) The commercial that covers the country may not be doing a job in individual markets, 1 says TvAR's new analysis Network tv:up here, down there

"Aaiun Age, April11, 1966 29 IIIIllIl ui

Encyclopaedia Britannica, supporting `quality' specials on CBS -TV, finds television heighten, image of all involved

ror one reason or another, an one could probably name thot sands, publishers don't take too kinc ... from remote ancestors .. . ly to television. It's as if, within tb, world of "communications," certai owners of mass media, with huge advertising budgets, generally prefer to keep their promotion in print. In part this situation is a reflection More than a foot in the doorof print's battle for survival against the tv juggernaut. But in many case,. and especially in the campaigns of book publishers, the scorning of t\ to the highest is born of prejudice, parochialism. footholds spite and snobbery. The market for books, of what- ever nature, compared to the market for most tv -advertised products, is a "class," and not a mass, market. But some forward -lookingpublishers would liketo bring their"class" product to The Great Audience. Such a one is Encyclopaedia Bri- tannica, the only book publisher to use primetime television to bring its product to the attention of the wide possible audience. A New Season Next season Encyclopaedia Brita nica will again sponsor four Nations Geographic specials on CBS -TV, with AetnaLifeandCasualtyfooting half the tab. Wolper Productions is already working on the quartet: Dr. Leakey's discovery of new evidence in Tanganyika (Tanzania)on the descent of homo sapiens from simi- ans; the world of insects, with micro- photography of insectcivilizations and battles between armies of ants' anothercruiseofthebrigantin Yankee, this time in European wate from the Mediterranean to the No

Television Age, April 11, 19 . as theworld shrinks

. . . (1111¡'(/ `LnnrelydFe'. .. sa, and inland by theriver and siderable enthusiasm for the specials reluctant to accept them for prime - mal system that crisscrosses west - and for Britannica's role in bringing time. But Maurice B. Mitchell, presi- n Europe; and a special on Alaska, them to the primetime public is re- dent of Britannica, was determined 1ebrating the centennial of Seward's ported by the company's field force, to get them on. all \. throughthe22regionaldivision Finally, the combined effortsof Fur Ent, clopaedia Britannica, the managers. The men in the field are Mr.Mitchell,PaulFoley,board eot:rnphicspecialsinthe present apparently getting a warm reaction chairman of McCann-Erickson, EB's Cason have had encouraging results. fromteachersandotheropinion agency, Ed Grey, Interpublic senior lebegin ith. the ratings have far leaders, who are said to be "de- vice president, and John R. Allen, eded an, one's expectations. John lighted that EB is bringing such good vice president in charge of program- Robling. advertising director of stuff totv.' - ming, and Dr. Frank Stanton, presi- ritannica, said the network antic- Itrequired perseverance on the dent of CBS, Inc., resulted in CBS - )ated"a10atbest."Butasit sponsor's part to get theGeographic TV taking the specials. Id out, none of the three so far shows onto network primetime. Last Heavy Promotion st drew less than a 30 share yearthe company beganlooking hey're building: 30.0, then 32.1, around for a suitable tv vehicle. EB "Once CBS had taken the specials, most recently. 35.4, for Cruise had sponsoredExploringon NBC- they ran with them," Mr. Robling e Brigantine Yankee. Such in- TV for two years, but decidedit remarked. The network threw open ons of audience appeal are wanted a primetime vehicle. Mr. Rob - thethrottleonair -promotion and ying,but Britannica is not in ling said the company, encouraged publicity. Meanwhile, National Geo- tings game. The company uses by the results ofExploring,was de- graphic and Britannica were pro- for corporate advertising, not for termined to stay in network tv, and moting thespecialsheavily.Geo- sales leads" advertising. cast an eye around for primetime graphic ran special multi -pagein- Corporate advertising, for the en- possibilities. "But you can't put Bri- serts in color on the specials; mailed vclopaediacompany, means the tannica on Peyton Place." What EB pamphlets to schools suggesting cur- reation of product preference. The was looking for was a primetime riculum assignments related to the sad advertising, conducted for the vehicleofeducationalquality,to specials. Britannica sent promotional lost part through insertions in the reach its prime prospects-parents of literatureanddisplaystopublic hidinggeneralmagazines (Life, growing children. libraries.Finally, CBS -TVran a ,00k, Saturday Evening Post, Read- closed-circuitpromotionon Miss r's Digest, McCalls),is a principal The Color Wait Goodall inAfricatoitsaffiliates, (nor opener for the company's field Last February the company com- with local educators, newspapermen, orce of some 2,000 salesmen. mitteditselfto sponsorship of the school board officials and librarians Mr.Robling remarkedthatthe specialstheNationalGeographic on the receiving end. irimctimespecialshaveincreased Societywas goingto make with The promotion and merchandising 'thepull on the lead advertising," Wolper Productions. Geographic, of each of the specials in the series Indcontributedtorecentrecord - possessed of a treasury of editorial doesn't end with thetelecast. En- breaking months of sales. andfilmmaterial, had long held cyclopaedia Britannica Films, a ma- Annualsalesforthe combined back from tv.It had awaited the jor division of EB, is making 16mm livisions of EBare currently in the triumph of color. prints of three of this season's spe- ieighborhood of $145 million, Mr. Now color was here, and a spon- cials,MissGoodall,Yankee,and Zobling said. The encyclopaedia it- sor-EB-found. The next problem Cousteau,for worldwide distribution If sells for around $400. was to get the specials onto network to the educational market. According to Mr. Robling, con- primetime. All three networks proved (Continued on page 661 ielrrision Age. .4pril 11, 1Q66 31 When KDKA-Tv Pittsburgh was not going to pull any punches her( asked by the Associated Mer- today either. 0 chandising Corp., an organization of J. C. Penney Panic Sale These other speakers and I have department stores and retailers,to a basic conflict of ideas.I respect prepareapresentationon"The ñ their right to say what they say, but Creative Process," general manager $70 I can't go along with it. Now a 10 Paul G. O'Friel turned to some "out- of people say, 'Oh, you're just side" experts in the area of crea- University man. What do you know 60 tivity for a panel discussion. Among about what's going on in the trade the speakers: Larry Anderson, vice these days?' Well, let me point out 50 president and creativedirectorof that a week doesn't go by thatI Pittsburgh's Latent Image, Inc., mo- don't have atleast one telephone tionpictureproducers; Marvin 40 call from Dan Seymour at J. Walter Davis, senior vice president of Dele- Thompson. He has problemslike hanty, Kurnit & Geller, New York, 30 anyone else. He calls me. He asks for advertising agency; and Tony Fail - 4 my suggestions. Last summer, too,. Adrn lace, president of Faillace Produc- ann the Frank Stantonsvisitedusill 20 ncing tions, New York, musical producers. prtc Iowa City for two days, and onl incrases Capping the KDKA-TV seminar, how- in 3days last week I dined in Washington wit ever, was Dr. Bruce Spencer, pro- 10 Bill Henry of the FCC. These are fessor of psychology at the Univer- names. I'm dropping them justt sity of Iowa, whose forthright and let you know I do stay in touch wit/

clear-cut. statementsshocked,en- Jan Feb Mar Apr what's happening. lightened and titillated. "Creative thinking" is hogwash. Because Dr. Spencer's direct ap- proachtomarketing problemsis seldom heard in tv and advertising circlesoutsidetheUniversityen- virons, TELEVISION AGE presents the following transcript of the Doctor's address.

have a prepared text forthis address, but I'm not going to use it.I've been backstage listening tothese other speakers talk about creativity and, frankly, I'm a little annoyed. In fact, I'm very annoyed. Therefore, I'm going to throw my text away and speak only from my notes. I have a book-which has been out for a year now-entitled The Fallacy of Creative Thinking. I show it to you not to promote it because it's a text-widely used by the Big 10 schools, the Big Five, the Big Seven. They all require this for stud- ents in marketing, advertising, public relations and journalism. I mention it because it attacks the problem of creativity right at the heart, and I'm

32 td

That may be a shocking statement, just witnessed some so-called "crea- I new approach but it's true. I teach Formula Think- tive" commercials, like that one for to the problem ing, a concept based on the three Scudder potato chips, with the loud S's-simplicity,sensationalism and crunching noises. Creative? Yes, per- I building sales, sales. At the end of the year, you haps-but it'salso annoying, isn't as viewed by don't call in your advertising people it? The viewer watching a quiet tv and ask them what kind of year it's program suddenly hears thesetre- xn unrecognized been; you look at the balance sheets. mendous explosions. Is that good for The ledgers tell you how successful sales? And why spend all that money authority your advertising has been. Theore- for a clever gimmick? I'll bet that ticallyit's great to sit around and commercial cost-oh, a few thousand By Dr. Bruce Spencer talk about brainstorming, or crea- dollars. Now, just talking off the top tivity, or commercial climate, or ad- of my head, here's an idea: vertising environment, but what does Why not get some stock shots of itall mean on the profit and loss alotof trucks rushing over the I;lreativity columns? GeorgeWashingtonBridgeinto My teacher was an Australian ad- Manhattan. They're obviously loaded is a vertising man, professor Hutzmier, with Scudder potato chips. A close- who had a slogan: "The shortest dis- up of a sign on one establishes that. our-letter tance between two lies is the truth." They race down the street to Radio Well, this is also hogwash, I found City Music Hall. Here you see the word out. And the professor shot himself Christmas lines, thousands of peo- -he couldn't live, not with this kind ple lined up at the Music Hall. But of thinking. But we go on in spite they're not waiting to see the picture. of such things. Listen to this letter At the box-office, they're passing out from a former student of mine, a bags of Scudder potato chips. You young lady, 22, brains-an IQ of could make a tie-in with the Music 140-alltheimaginationinthe Hall. I've talked to Russ Downing, world. She came to New York to who headed the Hall until he retired work. just a few weeks ago, and he was amazed that no one had ever tried No Illusions to tie in with the place. The Rocke- "Well, here I am, Dr. Spencer," fellers would go for it, he thought. she says, "slaving away at the agency They'd have no objections. They can for a big fat $60 a week. But it's be bought; it's just a matter of price onlytemporary. Thanks toyour and deal. teachings, I have no illusions about Ideas in this business are cheap. the business, so I'm quitting next Good ideas, that is. It's the expensive week to join the Peace Corps." She ideas that cost money. There's no goes on to mention some private such thing anyway as a new idea, tutoring I gave her last summer, but so why pay for them? The best ideas that's rather personal and, besides, are begged, borrowed or stolen- the point is clear. and that's whatIteach. My dad What I'm getting at is with all the taught me that, just as he taught me talk about creativity, I defy anyone the threeS's. Dad had a general to quote one line from any television store for 35 years, and in those 35 commercial that he would compare years, he had 118 fire sales; he went with Thoreau, Adam Smith or even out of business 206 times and he had Will Rogers. You can't do it! That's a constantDistressMerchandise the mediocrity of the creativity we Sale. He thought simply, sensational- are faced with. ly and he got sales. Other people Simplicity and Sensationalism will have done it, too. resultinsales, and I'm going to On page 116 of my book, The prove it-not just talk about it. You (Continued on page 58)

33 Tapeas film B.- Mel Sawehost °'

New refinements in the transfer process have made the term 'kinescope' obsolete

Now American Motors video-tapes is startling. Unlike the early k' the presentation, transfers from tape which were shot on film directly to film-one per dealer-and ships the tube during a live telecast, tod the prints to each dealer. At his own film -recorded telecasts offerqualt convenience, and for as many repeat thatisvirtuallyindistinguishable screenings as he wishes, the dealer from the original. This is in a tarp projects the film, using an ordinary part due to two things: (1) the at 16mm sound projector. Besides these ly improvedvideo-taperecord advantages,the savingincostis machines and techniques, and dramatically illustrated by the table the development of the process on page 66. transferring the taped image to The chart indicates only those costs Becauseofthe high degree in connection with making copies of clarity,definitionandtrueg the presentation-they do notin- scalevaluepossiblewithtoda clude, of course, original production tape, these transfers-in either bl charges. It should be noted that in- and -white or color-offer wholly cluded in the cost of dubbing tapes ceptable quality for either re-telec is the cost of "evaluation" of each ing or projection through ordiva reel before dubbing. 16mm sound projectors. Since mgt local tv stations are equipped for la] 87200 Saved butallhave film -chains,thehl transfer offers the syndicator an Evaluation is the process of testing ternative medium for the widest tape for technical defects such as ir- tential circulation of his progral regularities in oxide coating. Such or commercials. irregularities can cause portions of the program to "drop out", i.e. not Educational Uses Three film transfers from same be recorded on the tape. tape show varying degrees of The unit cost of $36 per print for But itis in the rapidly -expand quality. Best picture (bottom) the film transfers includes the nega- eduCátionaltvfieldthatthe shows high fidelity obtainable with latest equipment. tive cost and the subsequent print- value and economy of film-transf ingofprojection -ready'positives. becomes evident. In face of the gr Tointroducethenewlineof Thus,afterfilm -transferring,the ing shortage of teachers-especi Ramblers, American Motors distributor not only has his original in the upper levels of education used to set up a closed-circuit tele- tape,buta photographic negative the maximumbenefitfromea vision network to 50 dealers scat- from which further prints can be in- teacher must be obtained. Since ob. tered throughout the U.S.A. Though expensively struck to meet any future viously he can physically be in only effective, there were distinct disad- requirements. As will be seen from one place at one time-and hisaudi- i vantages to this procedure. the charts, the total cost of 50 tape enceislimited by the size of the For one thing, the time of the dubbingsamountsto $9000as class room-the alternative is to re- presentation had to be adjusted to against $1800 for film transfers-a cord his lectures on tape. The tape the time -differentials throughout the saving of $7200. can then be played back on monit country. For another, it meant that- To anyone who remembers the throughout the school or college if the presentation was to be fully crude kinescopes of the early fifties. various times tofitthe curricul effective - allsalesmen had to be today's film transfers( even the name and schedule. This technique is p withdrawn from their selling stations has changed)offer a contrast that ticularlyuseful and manpower- in all 50 locations in order to watch ing when the educator isrequi the screen. But the biggest draw- to deliver virtually the same led *Mr. Sawelson is general manager of Acne back of all was the high cost. Film Laboratories, Inc., Los Angeles. (Continued on page

Television Age, April 11, 1 34 A PROGRAM MAN'S ....Viewpoints

Advertisers, Stay Out! are in, and programming mustaccommodate the spot carrier principle. There islittle chance that a reversal rhe dust is beginning to settle on the '66-'67 season. of so fundamental an evolution can be effective. The advertisersare scrambling togetlast-ditch (4) Investment inpilotsisworse than arelative ositions on prime properties and only the basement investment in a Broadway show. The odds are heavily argains will be left. The most salient comment, related against success. Furthermore, good pilotswill befi-

1 the FCC and headman Bill Henry's search for ad- nanced by outside producers with, or without, network ertiser-owned shows to balance network -owned shows, capital. Networks must program, but advertisers need "Where did they all go?" not use any program, or any time period, or even ad- The answer could have been written ten years ago: vertise on television for that matter. ie theory isfine but the economics stink. The only (5) The kind of advertiser that is willing to make dvertiser-financed shows, or even advertiser -purchased this investment is often locked to a single show. He lows, are holdovers from the old days when General can't get out ofit,can't spread his risk, can't place oods, Procter & Gamble, and a few others, were bent multiple commercials for frequently purchased products 11 control. across the board, Monday through Friday, can't nego- To he sure, a number of advertisers tried. The invest - tiate for a better time -and -talent deal with the network of advertiser and agency development money in the for loss leaders. g:regate was probably in excess of a million dollars. 6) Contractual terms carefully negotiated in a pilot hisis roughly comparable to a group of actors or deal go right out the window if the show is a success. low business fringe investors making a motion picture Tear up the contract and re -negotiate: there is no greater theatrical release without first getting .a distribution ingrate than an actor with a fat belly. mtract. Little wonder that advertisers have voluntarily ab- To the inexperienced observer it may seem incredible dicated the right that the FCC tried to thrust upon them. lat a program, financed by a top advertiser, developed In a nervous economy companies in a profit squeeze experienced producers under the supervision of ex- erienced agency personnel, and guaranteed sponsorship I at least 50 per cent of the show, would not be wel- oned with open arms by the network management. here are, however, good reasons why this is not the age. Since this is .a philosophic column that does not deal personalities (or specifics in this instance), the fol- ing observations are conclusions only from facts ailable to every spectator in the contest: 11In many cases the advertisers and their agencies, are saving every nickel they can. Long term television hile skilled at buyingprograms and negotiating them, commitments are discouraged in even the biggest com- re not professionally competent to create, or specify panies. Irredients, or recognize ingredients ina tailor-made Instead of acting like stage-struck investors eager to 'lot. Even though the producers themselvesare often lose their shirts in show biz, advertisers are better off ighly competent, working withcommittees tends to to find a way to spread their risk, average their minute 'lute their creative effort. Inother words, too many costs and support a run -of -schedule deal that gives them Ioateurs have too much tosay when they are bank- extension of audience, into light viewers as well as heavy ing a show -business project. ones. Face the fact that television is hell-bent toward 2) In the majority ofcases the advertiser -backed being a commercial carrier with fewer interruptions of IlIpertyisa half-hour show. There isa decreasing programs, and back-to-back commercials with littleor olnber of time periods availablefor that unit and re - no product protection. Increased prices permit no other evals pretty much fill them.In current programming prognostication. ICory the hour or hour -and-a -half or two-hour movie Itis,therefore, respectfully recommended that the nmore satisfying to the viewer and network. Con- energy formerly spent on building shows be better di- quently, the law of diminishingreturns is applied to rected toward creating the patent commercial that will ninvestment byanyone in a half-hour unit. stand out in a crowd of commercials back to back. Some ti) The networks wouldlike to recapture advertiser- of the precious seconds must be wasted entertaining the I11Itrolled time periods.Thereis aseller'smarket, audience toget theirattention.Let the show -struck IIItiguity discounts,are out, minute time -and -talent units execs be creative in that moment.-J.B. Y.,

1?vision Age, April 11, 1966 35 Film/ Tape Report

NEW LIGHT AT PELICAN won more awards than one could Thompson; and HENRY WEBEL, One of America's most noted still count without an abacus. No novice tor and publisher, The Internati photographers, Ben Somoroff, has in cinematography, he has worked Advertiser. signed up with Pelican Productions through the years on a number of tv commercial assignments, including a to work ontvcommercials. Mr. ONTHE DOTTED LINE Somoroff's innovations inlighting, job, two years ago, for Minnesota Mining & Manufacturing, when he Seven Arts Tv launched four new, and his composition skill, are recog- properties at the recent NAB Cont. nizedthroughoutthecommunica- constructedanentirekitchenof lucite,and shoton, through and vention: Night Train, Marine Boy;í tionsindustry. No week goes by Oh, My Word, and The Discophon' without a national magazine hitting around it, white on white. The commercial is now considered a classic. Scene. Out of Nashville, Night Trai the newstands with Somoroff photo- runs to 26 hours of rhythm & blu graphs.Hiscontributionsto Mc - Pelican, meanwhile, opened up a studio in Hollywood, complete with Marine Boy is a cartoon series pro Call's, for example, are considered duced in Japan, running to 26 half one of the main reasons for that editingandanimationfacilities. Heading the West Coast operation is hours, in color, about a boy whó magazine's taking the leadinthe battles "the forces of evil" under. women's magazine field. Tom Anderson, asexecutive producer. He had been with BBDO for water, via seven -league -boots, a sub He has already worked as a con- marine that can fly, and a prophec. 11years, most recently as senior sultant and as a cinematographer on ing pearl. The Discophonic Scene tv commercial assignments, called in produceronPepsi -Cola.Working with him is Steve Perry, who had an hour teenage dance show dev been production manager on the tv oped on WHP-TV Philadelphia by d` jockey Jerry Blavat. Mr. Blavat shows of Bob Hope, Groucho Marx, hired an advertising agency, J and others; and also Mary Gennaro, Korn & Son, to work up custol as production assistant and casting tailored local promotions and int Pelican director.Joining onthe chandising for local sponsors of 1 West Coast next week will be Pete show. Oh, My Word is vocabula Burness, animation director known game show out of KGO-TV San Fra for his work on Mr. Magoo. cisco. Prior to the Convention. tl word game was bought by WCN-7 Chicago and WCPO-TV Cincinnati. INTERNATIONAL COURT Meanwhile, Seven Arts Tv chalks Twelve members of the New York up a number of sales on otherpro] MR. SOMOROFF chapter of the International Advertis- erties. The Gypsy Rose Lee Sho ing Association have been named as went to WTTG Washington, 1Bti when some problem of lights, com- judges in the American Tv Commer- TV ,Baltimore,KBTV Denver,a position, mounting or staging proved cials Festival's new international cat- KVIQ-TV Eureka, and was renew; too baffling for the usual crews. In egory. Panel chairman is WILLIAM G. by WBKB Chicago, WTAE Pittsbur his new association with Pelican, he MOORE, BBDO Internationalvice and WRGB-TV Schenectady. Gypsy will be working regularly on tv films. president and president of the New now in 20 markets. He said recently that lighting can York IAA chapter. The other judges The first series of 13 Boston S do much to convey a message, copy are NORBERT J. DELVILLE, vice presi- phony Orchestra concerts went points, such as "fresh" and "clean." dent of West, Weir & Bartel; ALFRED WITV Charleston, the second to w Mr. Somoroff remarked that commer- DE JONGE, vice president, Benton & TV DesMoines, WLBT Jacks. cial lighting is best when itis not Bowles; NED IRISH,vice president and WJSP-TV Warm Springs. Specia obvious. "In most commercials," he and creative director, Robert Otto- in the Man in Space series went regretted, "too much light is thrown Intam; HIDEO ISHIKAWA, Hakuhodo; seven stations: WHEC-TVRochest. on. The important thing," hesaid, MONTE JOHNSON, director,interna- WLBW-TV Miami, WKEF-TV Dayton., "is to catch the essence of the prod- tional,Campbell -Ewald; HIKOOMI KLAS-TV Las Vegas, KREX-TVGrand uct, not to resort to mere trickery." MITSUYASU, Dentsu; BERNARD MUS- Junction, KGUN-TV Tuscon and Hedeploredthefrequencywith NIK, Publicis; LUCILLE PATERNIANI, WNHC-TV New Haven. KCOP LosAn which good visual ideas are imitated Readers'Digest; BAXTER REESE, geles and KVOS-TV Bellingham bough! by witlessor lacklustrefollowers. Standard Brands; GIANCARLOROS- Behind the Scenes with The1'0)01 "Why lose the attention of the view- SINI, vice president. Kenyon & Eck- Ballet. er," he said, "by doing the same hardt; ALFRED SCOTT, international WENII-TV Durhambough! lin idea over again?" Mr. Somoroff has broadcasting group head, J. Walter France (Comme Si Voris Y Edi CrL

Television Age, April 11, .36 ;enArts'seriesof 26 halfnour snch lessons, and WHNT-TV Hunts - Advertising Directory of e signed up for Churchill, The zone stations took((''/1. Tunes SELLING COMMERCIALS fl Porky Pig (loon. 1.:uul shirr %ht Out of the /nl uell (100 five - flute cartoons in color). Taking on.ey Tunes were KMBC-TV Kansas American Library Association DDB Burlington Industries Doyle Dane Bernbach y, WXYZ-TV Detroit, WDBJ-TV Roa - ce, WTAE Pittsburgh, KSD-TV St. áis, KHAS-TV Hastings, WTPA Har- burg, WFBM-TV Indianapolis and PD -TV Toledo.Inkwell wentto W -TV Cleveland, WXYZ-TV Detroit KCTO-TV Denver.

tour Star International launched Z:;* seriesof 260 wraparounds, the JERRY ANSEL PRODUCTIONS. INC., New York PABLO FERRO, FILMS, New York Winchell-Jerry Mahoney Show thenationalstation -to -station il. The show has been running on Metromedia stations, WNEW-TV

F. AvonProducts,Inc. M. Dreher Company Chemical Bank New York Benton & Bowles w York and KTTV Los Angeles, íchco -producesitwithMr. nchell'scompany,AprilEnter - L

des. 'our star also launched Burke's y in syndication, with pre-Conven- n sales in 14 markets: New York,

s Angeles, Washington, Birming- n,Portland,Dallas/Ft.Worth, aneapolis,Houston,Milwaukee, WYLDE FILMS, INC., New York CKH, LTD., New York ies/Des Moines, Miami, Macon, '` bile and West Palm Beach. ndependent Tv Corp. launched

S way, the 30 -episodesaga of the Baldwin Campbell -Ewald Colgate "001" Ted Bates 5 Lawrence Seaway whichwas pro- d ed and telecast by the Canadian ItadcastingCorp.Accordingto V: president Abe Mandell, itwas 9 II only the biggest budgeted series 14 v1r made in Canada, but isalso Vlt ` e highest -budgeted series ever of- ,dinfirst -run syndication." He -1

each of the 30 hours in the THE FILM-MAKERS, INC., Chicago FILMEX, INC., New York es cost about $100,000 to pro- dl r. The high (forCanada) budget +, made possible by pre -production ,'sin England and Australia. On Buick "Tuning Montage" McCann-Erickson Continental Airlines Needham, Harper & Steers 11 CBC network (where it started IdOctober), Seaway is sponsored 1, Chrysler, Procter& Gamble, Shick ail Beecham. In the U.S.the first Sway purchase was made by WNEW Ns York. IBC Films put Midwestern Hay- ti ° on the road, in a deal with AVCO B,adeasting Corp. forthe country & estern seriesrunning since 1957 PGL PRODUCTIONS, INC., New York GERALD SCHNITZER PRODUCTIONS, Hollywood it olor andbefore that, from 1949

tvision Age, April 11, 1966 I to 1957, in black and white, on the eround of release dates was because SID BAKAL joined RKO General Pro. ductiols as director of public wk. Croslcv stations and on WOAI-TV San the original Fly was in color; the tions. He had been publicity dir(, tin \itonio. I/amid(' kill be available in sequel, in black and white. "For tv, tnl I decidedtoswitchtherelease of the Desert Inn and Stardust tl I th hour and half hour color for- in Las Vegas. and before that mats. The CAW show was on the around so thatIcould bring him Crosleyradiostationslong before back alive in living color.- he said. the advent of tv. Meanwhile, Seven Arts sold Volumes Earlier, ABC Films made its first net- 7, 8, 9, and 10 (a total of 348 titles, work sale, to parent ABC-TV, with 182 of them in color) to WGHP-TV High Point, which will colorcast the MissTeenInternationalPageant, telecast April 6. Flash Gordon and color features, starting this spring. Buck Rogers, exhumed serials, went ZOOMING IN ON PEOPLE to KCOP Los Angeles, WSB-TV Atlanta, KTVE El Dorado, WJW-TV Cleveland, The BBC hasnamed LEONARD -KTAR-TV Phoenix, WNEM-TV Saginaw, MIALL, O.B.E.,tosucceedJack and KTNT-TV Tacoma. Aistrop as its U. S. representative at Taking Girl Talk were WTVO Rock- the end of the year. Mr. Miall is cur- ford, WHP-TV Harrisburg, WLYH-TV rently BBC -TV's assistant controller MR. BAKAL Lebanon, WSBA-TV York, WFMJ-TV of program services. From 1945 'to director of public relations for w 1953 has was BBC's chief news cor- Youngstown, WROC-TV Rochester, TV -AM -FM New York.Earlier, respondent in the U.S. During WW KTRK-TV Houston, and WDBO-TV Or- wasassociateeditorofthe lando. The Harvey cartoons went to II, has was chief of the British Politi- YorkHerald -TribuneSunday KSWS-TV Roswell, KTVI St. Louis and cal Warfare Mission in New York. supplement, and tvcriticfor KTNT-TV Tacoma. NBC-TV promoted MORT MERNER, daily paper. HERBERT S. Storer Programs reported the GRANT TINKER and GARY KAY joined Official Films Mr. tally on The Littlest Hobo -91 mar- SCHLOSSERtonew positions: director of internationalsales, kets running the series in the U. S. Werner as vice president in charge porting to Don Getz, Official's Savannah Sugar reneweditfor a of programs and talent (he was vice president, international. Mr. Kay second year on a lineup of southern with ABC International Tv as stations; General Foods carried both ager of programmingbusiness I years of the ser:es on the CTV net- fairs. n, work in Canada. NBC-TV named JAMES SON'DIII as manager, special programsal CORRIDA SALES He joined the network last Dec ber, after five years as head of Bullfight-. taped in the Plaza Mexi- ket 1 Network, a coast -to -coast co by Spanish International Network, network formerly called the Q have been sold in seven cities, and Network. startedthis month inaneighth. HENRY S. WHITE joined AlliedA Washington. The seven earlier in the ists'Tv as executive vice president. tauromachian lineup are Los Angeles, was recently executive vicepresid New York,Chicago,Philadelphia, MR. SCHLOSSER

San Antonio, Corpus Christi and lit president, programs) ; Mr. Tinker as

Phoenix. The taped corridas are nar- vice president in charge of programs rated by El Matador de Brooklyn, in New York (he was vice president, Sidney Franklin. programs, West Coast) ;and Mr. Schlosserto Burbank inthe post FLY TIMES ON vacated by Mr. Tinker. (Mr. Schlos- Seven Arts released The Fly, 1958ser had been vice president,talent 20th -Foxcolorfilmwith Vincent and program administration.) Price, to the tv market, as part of ABC-TV promoted HARVE BENNETT, its Volume 11 of Films of the '50s director of program development, to and '60s. The horror film's sequel, head of the West Coast programming succeeding LEONARD The Return of the Fly, made in 1959, department, MR- WHITE was released to tv by SevenArts GOLDBERG, who has become the net- earli three years ago, as part of its Vol- work's vice president, programs. Mr. of Westhampton Films, and Yo ume 7. Donald Klauber, executive Bennett joined the network in 1962; was with WNTA-TVNew vice president and general sales man- earlier, heproduced Panorama Screen Gems (as national sales ager), and CBS -TV, as associate ager of Seven Arts, saidthe switch - Pacific for CBS -TV.

Television Age, April 11, 38 actor ofnetwork programming and rector of businessaffairs. Advertising Directory of CBS Films named WILLIAM C. ADEN,

,..as managerof sales promotion, placing Eugene Moss,who had SELLING COMMERCIALS signed to join the Christian Science onitor. Mr. Aden has been awriter the CBS Radio press and program Liberty Mutual BBDO formation department. Before that Hallmark Cards FC&B was assistant editorand advertis- r managerofChristianityand -isis, and for two years before that .4) is promotionand research manager r Venard, Rintoul &McConnell. ar DesiluSalespromoted BERNARD EITZMAN to vice president and gen - almanager, succeeding Richard

insmore, who had resigned to set FILMFAIR, NEW YORK PAUL KIM & LEW GIFFORD, New York his own syndication company. r. Weitzman will continue asvice esident in charge of business af- irs. He joined Desilu in 1954. Lipton Tea SSC&B Hudson PaperCo., Grey Advertising ,JACK E. RHODES was promoted to ce president and general sales man- 1er of WBC Program Sales, Inc. e joined WBC last October as pen- al sales manager, after four years Central division sales manager of 'arner Brothers. Before that he was ith Independent Tv Corp.

ROBERT V. WHITNEY joined the na- PELICAN FILMS, INC., New York mal program staff of Group W. ELEKTRA FILM PRODUCTIONS, INC.. New York arlier, he was general manager of ars Broadcasting,Inc.,' and pro- -amming consultant for Fox, Wells Maxwell House Coffee B&B Kilpatrick's Bread Bel -Art id Rogers. RALPH RISKIN joined Official Films a producer, working on Colorama 4. 'ilm juke -box" products for Color- -->:-- 41 7vá omics. Mr. Riskin was formerly vice esidentofDaystarProductions, idassociate producer on the It's hat's Happening, Baby special. .JOHN P. FLAXMAN joined the Wil- lay am Morris Agency. He had been KEITZ & HERNDON, INC..Dallas TV GRAPHICS, INC., New York ad of the MCA -Universal Eastern terary department since 1964, and fore that was story consultant on Mayflower Movers VirgilA. Warren rn/iles in Courage. KOA-TV Channel 4 Denver

OMPER IN SPANISH - Romper Room, Inc., through Fre- antleInternational, istraining 'achersinArgentina,Chile,and arbadosfor Romper Room pro- ir rams about tostart up in those }

~tries. The children's show will FIDELITY FILM PRODUCTIONS, Dallas on Rio de La Plata Tv in Buenos BANDELIER FILMS, Albuquerque i re s, Protel in Santiago, andCBC-

/elion Age,. April 11, 1966 39 TV Barbados. The teachers will come rectorofoperationsatGerald series, each 12 -and -a -half minutes i to Romper Room headquarters in SchnitzerProductions. Before that length, and in color. Each segmeill Baltimore for further training. he was tv director for Doyle Dane will feature a recipe, demonstrated Bernbach and West Coast broad- by "Cooky," played by a girl named CLAPBOARDS casting director for Cunningham & Christopher Norris, and "Chef ERNEST HARTMAN was promoted to Walsh. Souffle," a life-size puppet. Voice for vice president at Doyle Dane Bern- ROBERT DOUD joined VPI Produc- the chef puppet is Henry Burbig. The bach. Mr. Hartman, associate direc- tions as sales representative and pro- show was created and the pilotpro- tor of the radio -tv commercial producer. He had been with Wilding- ducedby Maurice H. Zouary, from duction department, joined the agen- Fedderson,asvicepresidentin a script by Harriet Hester and Budd cy in 1958. charge of Eastern sales. Fishel, director. At the same time, VPI appointed JACK GROSSBERG as unit manager and producer for special projects. In 20 MILLION DOLLAR COMICS years in the motion picture and tv RKO General Broadcasting boug industries, Mr. Grossberg has been a package of cartoon series based an associate producer on a number comic book characters from Kran of feature f:lms: All the Way Home, Films, Inc., for a reported $1,00 Requiem for a Heavyweight, The 000. Package contains 195 six -and - Goddess, and The Strange One, and half minute episodes of stories abo others. In tv, he has produced com- a number of Marvel Comics ch mercials for Filmways, and worked acters,among them Sub -Marine onsuchseriesasThe Reporter, CaptainAmerica,TheIncredi5 Wonderful World of Golf, The Lively Hulk, The Mighty Thor and Ir MR. HARTMAN Ones, The Hit Parade, Robert Mont- Man. They will be seen on the fi gomery Presents, and Sergeant Bilko. RKO General stationsin half -ho Cinematographer PEASLEE BOND JOE SWAVELY joined the production programs made up of three of t joined Filmfair New York. He is staff of Filmways of California. He segments. The cartoons are now known for his freelance work in com- had been with Screen Gems. productionatGantray - Lawren mercials and industrials, and has also At PGL Productions, ALLEN SPIKOL Studios,with Robert Lawrence shot a number of feature films. has movedintolive -actionwork. producer. VPI Productions shifted associate Mr. Spikol has been responsible for producer TONY ALATIS to the sales PGL's animation design and graph- staff. Before joining VPI, Mr. Alatis ics for the past four years. THE MOVIES was at WCBS-TV New York as pro- Marathon International Productions AmericanInternational duction supervisor for Eye on New promoted JAMES WOOLLEY to direc- marked its third anniversary at t York. torofnewsfilmproduction,and TFE during the recent NAB Conve Gerald Schnitzer Productions pro- FERN FIELD to director of special tion by launching its latest packag moted LIN EPHRAIM to general man- projectsandforeigndistribution. Cinema 20, on the syndication ma ager in charge of production. Mr. Mr. Woolley has been with company ket. Among the 20 titles in Cinema Ephraim was a film editor at Walt as supervising editor since 1961, and are The Pawnbroker, TheUmbrel Disney Productions from 1954 to Miss Field has been in charge of of Cherbourg, The Eleanor Roos 1960, and later a sound effects editor foreign distribution since then. vell Story, all three up for Acade at 20th Century -Fox. Joining Marathon are JAMES GORE, Awards thisspring, and availab BEN NORMAN joined Filmfair on the as production manager, and ELIZA- for telecast in October '67. Also f West Coast as a producer -director. BETH MEAGHER asproduction co- telecastinfall'67 are King a He had been vice president and di - ordinator. Mr. Gore has been with Country, La Dolce Vita, The Fo Midgal Productions in London; Miss Killer, and The Secret Agents. F Meagher waswith Donn Bennett telecast this year are Rocco and H OPTICAL AND Associates. Brothers, The Trial, The Serva SPECIAL and The Swindle. Long Day's Jou ney into Night is beingmade ava EFFECTS able for telecast in October, 196 IN COLOR AND B & W POT BOILER and I Spy, You Spy, in '68. I S FOR THE FINEST OPTICAL EFFECTS Filmvideo Releasing Corp. is syn- You Spy,along with The Secr AND THE FASTEST SERVICE ... CALL dicating a new program aimed at Agents, have already been boug teaching youngsters some of the rudi- by the ABC-TV networks AI -T Eastern Effects, Inc. ments of cooking.It'scalled Chef first network sale. 219 East 44th St., New York, N. Y. 10017 Souffle's Magic Pot. The company On the eve of the NAB Conventio 212.697-7980 plans to shoot, 50 installments in the AI -TV launched six other new pac

40 Television Age, April I1, Is: AmazingAdventures '67, (26 es) ; Dominant 10, Real Life Ad- Advertising Directoryof mire (five color documentaries) ; Isday Story Book of Fables (six c -action fairy tales) ;Fifty Favor - SELLING COMMERCIALS Films, and Prince Planet(52 f -hour cartoons) . \leanwhile, AI -TV chalked up a

inber of sales on Amazing '65 and Michigan Fruit Canners Geyer -Morey & Ballard PurexCorporation FC&B uuzing'66,toWBKB Chicago, 1t11' -TV Ft. Worth, WEMT-TV Ban - r. KHON-TV Honolulu,WPRO-TV Ioridence, WBRZ-TV Baton Rouge, TV Indianapolis,and WIRL-TV loria. In addition, Adventure '66 went to . 11KB Chicago, WTEN Albany, WEMT- ` Bangor, KGMB-TV Honolulu, SARRA-CHICACO. INC. N.LEE LACY/ ASSOCIATES,LTD.,Hollywood HID -TV Providence and WTTV In- inapolis. Epicolor '64 and Epicolor

1 went to KVII-TV Amarillo, KOLO-

Radio Corp.of America-Color TV JWT Reno, and KGMB-TV Honolulu. Northeast Airlines SSC&B p Secret Adventures was sold to f

11 EA,' Indianapolis;Thrillers from other World No. 1 and No. 2 were d to WKYT-TV Lexington and WTTV alianapolis. Buying Alakazam, fea - . ire -lengthcartoonincolor, were FT -Tv Concord, KIII Corpus Chris- t WTRF-TV Wheeling, WJET-TV `s. ie. WOOD -TV Grand Rapids, WBMG- VIDEOTAPE CENTER TVA-LEMOINE ASSOCIATES, INC., New York rrningham and KSL-TV Salt Lake is .Sinbad,Jr.,130 five-minute moons, went to KCFT-TV Concord d KSLA-TV Shreveport. E.Frank Northwestern Bell Telephone Bozell & Jacobs Reynolds Aluminum Clinton , Official Films sold its Group #1 .< r atures to four of the CBS Owned ltions: KNXT Los Angeles, WBBM- Chicago, WCAU-TV Philadelphia, \ d KMOX-TV St. Louis, and to 21 r atY terstations,among them WPIX ,.r. '15 York, WBRC-TV Birmingham, .:, .:i . .e,. )IN -Tv Portland, KHOU-TV Houston, d KSHO-TV Las Vegas. V JAMIESON FILM COMPANY,Dallas THE FILM-MAKERS, INC., Chicago E. Jonny Graff, who recentlyset up ele-graff Film Corp., launched new company's first feature film

uekage at the recent NAB Conven- Piilsbury Campbell-Mithun Jos.Schlitz Brewing Co. Leo Burnett

m. The bundle, called Sweet Six- en,contains16 European films,

song them Weekend, Italian Style SCNI ilk Sandra Milo; Son of El Cid, 4 " 1(1 Count Sandorf's Revenge with

ails Jourdan. Many of the titles . -. awaiting theatrical release, and "

i .* ill only be soldon a delayed basis

tv. Mr. Graff has always main- , . ' MID -AMERICA VIDEO TAPE PRODS., Chicago iiledthat"theatricalcampaigns PANTOMIME PICTURES, INC.. Holiywood1:. pell the movie, andadd a built -

Dion Age, April 11, 1966 11

in five point rating insurance in the distributed by the new Fihmv, Advertising Directory of major market." arm is The AddamsFamily wh The five CBS Owned tv stations winds up a two year runon SELLING signed up with Television Enterprises ABC-TV network this summer. Corp. to underwrite TEC's slate of H. I. Bucher has set up Parks COMMERCIALS 13 color action -adventure films. The Productions to distributemotion deal was closed by Hal Hough, pro- tures and tv programs tostatic gram director of the CBS Stations For openers, Parkside isofferint Sealy Mattress EarleLudgin division, and Jerry Kurtz of TEC. group of action -adventurefeatm """1". Some 40 other stations have already Mr. Bucher has been withIn entered the production -financing pendent TvCorp.andwith +,7 "sall scheme, called 13 for '66. It was first American Broadcasting Co. > . . !,.o. broached to stations by TEC president Harold Goldman at a Develop- ment Program Associates conclave FIVE DECADES ON FILM in Philadelphia last November. McGraw-HillText -Filmsis i The plan calls for an 18 month tributing 16 mm prints of five he

ROBERT CARLISLEPRODUCTIONS, Hollywood clearance for theatrical runs before documentaries made by NBC Ne any telecast dates. Two of the 13 pic- Project 20-The Innocent Yet tures have already been completed: The Great War, The Jazz Age, I Destination Inner Space, with Scott in the Thirties, and Not So Li Brady and Gary Merrill; and Cyborg Ago. The five -part history of the I. TidewaterOilCo. Grey Advertising 2085 with Michael Rennie and Wen- inthiscenturyisbeingsold dell Corey. schools and colleges. ta Along with news of the TEC-CBS The Milton Bradley Co. bou .... Stations deal, came word that the out a board gamebased on Sons ....®. ., _ 111/1 CBS -TV network has teamed up with Hercules, theseries syndicated Warner Bros. to make six features Joseph E. Levine's Embassy P for theatrical release, and eventually, tures Tv. Game call forplayers for tv. perform four labors, not 12 as Hercules' case. Embassy isnegi VIDEOTAPE CENTER TOPPING THE ROAD ating other merchandising deals Can You Top This? long running the series. radio show of the Forties, is being Wham -0 ''Nutty-Rnotter" revived asatv show format by BUCKLEY ON TV i RKO General Productions and Henry RKO General Productions is s) n Jaffe Enterprises. The opener in the eating a series of weeklydebates series will feature Peter Lind Hayes tween William F. Buckley,Jr'.. wNAM-Ó as host, with Cliff Arquette, Corbett x cent conservativecandidate for 'c`^ Monica and PetHenry.Incase NutY,a. mayoralty of New York,defeated you'veforgotten, joke/game t the John Lindsay, and selected come show starts off with a joke sent in , Mr. Buckley, author ofGod by a viewer, with a laugh meter Yale, McCarthy and n registering the studio audience's re- Man at SANDLER FILM COMMERCIALS, INC., Hollywood Enemies, and Up fromLiberali:i sponse. Then it's up to the comics of 9 onstage to get a higher meter read- is the publisher and editor National Review, a weekly ofci ing. Whenever this fails, the sender servative opinion.

Yellow Pages Bozell & Jacobs gets $100, plus $500 for the opener. 1!

`.. L NEW SHINGLES VENICE, ANYONE? The deadline for SAWA'sIScr(' Filmways has entered the syndication field, setting up Filmways Syndi- Advertising World Association)1, cation Sales. Heading the subsidiary festival, to be held on theLido v A} .i, " i is Len Firestone, formerly vice presi- Venice June 13 to June 18 is t T.,. .`? dent and general manager of Four 23. U.S. representative forthe :f. ! 4 4'º isMovierecord. Corn .N.-.4.- Star Distribution Corp. Before team- tival JAMIESON FILM COMPANY,Dallas ing up with Four Star in 1962, Mr. makers are urged to get thei Firestone was with Ziv-United Artists to Movierecord by April23. for seven, years. First property to be should be in 35 mm.

'12 Television Age, April 11, APRIL 11, 1966

TELEVISION AGE REPORT

areview of current activity in national spot tv

everalof the reps have started their 7:30 p. m. shows, the three net- station, and at an increasingly higher a painful process of introspection works will have opened an additional level each year. Yet, in the face of to the recent ballyhoo over net - 19 commercial minutes per week. At ever increasing competitive factors, k encroachment on national spot $10,000 per minute on the average, the national spot representative now s. They put together corporate those spots would generate approxi- faces even more competition from in- uttals in time to be aired at the mately $760,000 per week, or a stag- creasingnetwork infringementon icago gathering of the NAB. Sev- gering$39.520,000 peryear. The traditional spot selling practices." 1 have delegated members of their question of the week: How much of H -R suggests some steps that would arch and sales staffs to explore this $40 million in 'new' revenue to help the spot situation. One is "sim- problem in order to make rec- the networks will be siphoned away plifying and standardizing contracts 'mmendations about how the stations from budgets originally earmarked to minimize the networks' `one con- nd reps could combat network ad- for `spot'?" tract' paper -work advantage." And, ancements. The article considers the idea that "continuing to recommend that One of the more clearheaded dis- "national spot is expected to produce prime -time minutes be made avail- ussions of the subject appears in the the greatest source of revenue for the able to help compete with network tpril H -R News, a monthly newslet- `minute' availabilities. er published by H -R Representatives. f -R notes that the problem is serious Among current and upcoming spot nd points it up witha graph indi- campaigns from agencies and adver- ating the growth of network billings tisers around the country are the fol- ompared to spot billings. "The truth lowing: if the matter is that spot tv's share ,f the national advertiser plum has Agfa seensteadilw decreasing.even though (Pritchard Wood, Inc., N.Y.) e medium has been able to come The last clay in May is the start for renewed activity for this major european p with percentage gains over each camera and film manufacturer. A four ireceding year." H -Rgoes on to re- week campaign is slatedto reach men and women in eight markets. Minutes will in% the extra -minute -in -Batmansitu - be seen for AGFA GEVAERT. bon and concludes that "Although Charles Woodruff, previously a buyer Fred Corkhill isthe buyer. hey claimno interest at present, if at SSC&B, New York, joined Need- American Can Co. :BS and NBCwere to follow suit. ham, Harper & Steers in that city as Iddingan extra minute to each of (Young & Rubicam, Inc., Chicago) a media supervisor. May 2 signals the beginning of a corporate rdtri ision Age, April 11,1966 43 Continental Baking Co. for METRECAL COOKIES in a Spot (Continued from -page 44) number of markets. Prime 20's are (Ted Bates & Co., N.Y.). used to reach weight-concious adults WIND SONG perfume will be touted in Separate activityis breaking for two Marcia Raschen is the buyer. a spot campaign breaking April 25. The Continental products. HOSTESS FINE two weeks of activity will be seen in 33 PASTRIES will be advertised in a spot markets and will use 20's and ID's in campaign breaking April 25 in 22 top Dynamics Corp. of America, prime timeslots in order to reach markets. The half -year activity will use (The Zakin Co., N.Y.) women viewers. Carrie Senatore buys. day and fringe minutes. Chet Slaybaugh is the buyer. Press date marks the break May 16 is the day that a spot cam, for WARING BLENDERS is schedt Cities Service Co. of a four week campaign for arc WONDER BAGGED BREAD in the same to break in selected top markets. Fu'. (Lennen & Newell, Inc., N.Y.) markets. Prime 20's are scheduled by minute spots are set for use in frig May 2 is the scheduled start date for a Dan Monahan. timeslots to reach adults. spot campaign for this manufacturer's Joan Casey is the buyer. petroleum products and service. Twenty selected markets are lined up for activity Edward Dalton Co. employing prime 20's and fringe (Ogilvy & Mather, Inc., N.Y.) Ford Motor Co. minutes. The duration is four weeks. (Kenyon & Eckhardt, Inc., Chicago) Marion Jones buys. This week is the start of a brief campaign Press date is the beginning date for a spot campaign for LINCOLN and MERCURY in a large number of markets, The two week campaign uses fringe minutes and prime 20's to reach a male automotive buying audience. Bruce Johnson buys.

Gallo Wineries (Leo Burnett Co., Inc., Chicago) This vintage American beverage will be promoted in a spot campaign breaking at press date in four top markets. The four week campaign will employ a majority of fringe minutes with interspersed prime 20's. Bob Gard is buyer.

Geigy Chemical Co. (SSC&B, New York) Fair weather is bringing out spilt- for TOX INSECT SPRAY in southern and central markets. The18week campaign uses minute spots in early and late fringe timeslots and in day slots. Bob Ubalda QQ is the buyer. gE General Cigar Co. a . (Needham, Harper & Steers, N.Y.) Three months of heavy spot activity breaks at press date for BARON cigars. Fringe I minutes and prime 20's are slated for useI,. to introduce this product in several selected markets. (Continued on page 50

Buyers' Check List Network Rate Increases Recognize these two television personalities? ABC-TV: KHFI-TV Austin, Tex., from $75 i" You know Hugh Downs. He's the host of theTodayshow, a national eye-opening $125, effective October 1,1966. habit and an influential public affairs program. WWTv Cadillac, Mich., from Si,u You'd know Bill Gress, too,if you lived in WOC-TV-Land. He's Public Affairs to $475, effective August 21, 1906. Director at WOC and widely recognized for his editorial "Comment" on this CBS -TV: Iowa -Illinois scene.Personalities add to the identity of NBC-TV and WOC-TV. WHNT-TVHuntsville,Ala.,from From the local viewpoint, WOC-TV is where the personalities are. WOC-TV is $125 to $225, effective September 18, the community -oriented station, the senior station in the Quad -Cities market. 1966. If you want to put personality into your schedule, recognize WOC-TV in the IIC-TV: great Quad -Cities market.Profit from a reputation built on seventeen years uwNY-TV Watertown -Cartliac. of telecasting service. Recognition sells, too, you know. \.1 .,from $375to $450,effeeI'\ September 18, 1966. r?r3Serving the Quad -Cities New Representative Where the personalities are.... market from wcw-TV Chicago,Ill.,appoint, OC. Davenport, Iowa n.,1i,iial I .1 -town TV, Inc.,asii- 6 sales representative. ExclusiveNationalRepresentatives - Pete s,Griffin,Woodward,Inc.

low -16 Television Age, April II ALAN LAYMON His chance to enter the field of advertising came when he was offered nr cry today from his studies a job in the media department at the tthe field of Classics at Brown New York offices of Norman, Craig lily, scholarly Alan Laymon is & Kummel. He soon moved on to ig a spot campaign for Post Benton & Bowles as a staff assistant. with the same enthusiasm "I was very pleased to join the team Ie e reserved for the intricacies at B&B," said the buyer. "This is an If gil. Mr. Laymon, a staff as - agency that believesindelegating is on Benton & Bowles'Post responsibility as soon as the individ- .e 1 account,has been buying for ual is ready to assume it." n year. Mr. Laymon, married for several Laymon recently completed a years, lives with his wife in Engle-

i '.. ingstudytitled Media and wood, N.J. ("I'm still a non-taxable h enage Market for one of the commuter.") The Laymons, demon- a major clients. He is con - oriented magazines are best suited for strating varied social interests, play of the increasing influence of this purpose, he says, "the achieve- bridge and tennis and take part in I.n market in terms of national ments of spot television are impres- the various entertainment activities habits. "This market is very sive." the metropolitan area offers young msnt becausethisage group, Mr. Laymon was born in Trenton, marrieds. u':hanever,iscontrolling the N.J., and after high school entered Mr. Laymon is concerned about as and attitudes of the country. Brown University. After a stint in the rising controversy over the net- t' act that one-half of our popu- the Navy he returned to college and works'inroadsonspottelevision It ! is 25 years old or younger. graduated in the class of 1963 with sales."The growing flexibilityon h rpose of the study is to deter - a B.A. While teaching in a private the part of the networks is taking its

ii le relative effectiveness of the schoolinVirginia for a year he tollin spot," he says, "although I if It media in reaching this mar - found that as his enthusiasm for con- feel that going back to the 90 -day etI,lthoughthe buyer is of the jugations decreased hisinterestin protection rate would help the situa- I I thatspotradio and teen - marketing and communications grew. tion at some stations."

. ep your eye onthe DONUT

rgget the "WHOLE" STOUGHTON FORT

keep your eye on WREX-TV ATKINSON E siveBigCircle,fullpower, service of therichNorthern JANESVILLE II DELAVAN s-Southern Wisconsin area...

lelectable agricultural and fin- MONROE ial heartland of Mid -America. BELOIT WALWORTH ii~1111111111 mel 13 Televisionisthe only urn that completelycoversthe e wide -range Rockford area STOCKTON Mc HENRY

et,WREX-TV is the only tele- FREEPORT BELVIDERE

V I stationthatintegratesthe ROCKFORD e s area with a mobile video studio unit. LANARK

MILLEDGEVILLE OREGON DE KALB

ROCHELLE VREX TV 1 STERLING DIXON e 13 0---) ILLINOIAS

BAISCH,VICE PRES. & GEN. MGR. R .EN1ED BY H. R. TELEVISION,INC. M :R, THE GANNETT GROUP r( nAge, April 11,1966 Rep Report MID -MICHIGAN ROBERT FAIRBANKS was appointed cago staff. Mr. Zaneski was an,,, an account executive inthe New count executive in TvAR's Chi.ca York office of CBS Television Sta- office and Mr. Nagel was formerly tions National Sales. Mr. Fairbanks was an account executive in the Chi- cago office of National Sales since 1961. IIe joined CBS in 1951.

n\1l!E. CASSIDY joined the tele- -al., staff of the Katz Agency

LANSING . ANN ARBOR BATTLE CREEK JACKSON

MR. ZANESKI an account executive with Peters, MID -MICHIGAN TV IS... Griffin, Woodward, Inc. Mr. Miller WI LX -TV 555 Stoddard Bldg./ Lansing 48933 GOT THE PICTURE? MR. CASSIDY NOW...

talk to the Young Men about WILX ... Inc. He is assigned to Katz -TV, Mid- National Representatives: west. Mr. Cassidy was previously assistantadvertisingmanagerfor YOUNG TELEVISION CORP. Standard Brands, Inc.

CHETZANESKI and RICHARD F. NAGLE joined the New York sales MR.NAGLE staff of Television Advertising Rep- WAST 13 CHURCHILL S. was previously in the Chicago office resentatives, Inc., and THE ALBANY - SCHENECTADY MILLER was added to TvAR's Chi- of the Katz Agency, Inc. - TROY, N.Y. HOME OF

campaign for AMERICAN CAN CO. in markets. The eight weeks of spots will northern markets. The eight weeks of use prime 20's and fringe minutes toreach THE spot activity will use day and fringe men in all markets. Bernie Sofronskiebuys minutes to reach women. Tom Hallohan is the media contact. Braniff International Airlines MINE (Jack Tinker & Partners, N.Y.) American Tobacco Company This advertiser is currently runningand (BBDO, New York) scheduling a series of spot commercials DOUGLAS A fresh year of activity has just started titled the "air strip" demonstratingthe for this tobacco company's cigarette airline's new colors and stewardess products in a large number of selected costumes. Flights break next week in a SHOW markets. The campaign is leaning heavily small number of markets and last six to on prime time 20's and sports eight weeks. Sports and news adjacencies adjacencies. June Spirer is the media are preferred with an occasional oto. MONDAY thru FRIDAY contact. Ellen Kourtides is the buyer. d 9:30-91:OOAM Avis Corp. Chrysler Corp. (Doyle Dane Bernbach, Inc., N.Y.) (BBDO, Chicago) uk An eight week campaign employing April 24 is the day that a spot campaign For Hot Avails only prime 20's is set to break April 24 for the DODGE DIVISION of this in 11 selected markets. The activity is automotive giant begins in 134 markets across the country. The eightweek scheduled to reach a male audience and in is slated for primetime exposure. campaign will employ minute spots Call: Werner Ziegler is the buyer. prime and late fringe timeslots. Woody Krause is the buyer. P. Ballantine & Sons Chesebrough Ponds PETERS, If$][FF7[NT, (SSC&B, New York) (l. Walter Thompson Co., N.Y.) This newly arrived account will start its W OOIlDWAIE$7[D, rNc. The Prince Matchabelli subdivision's first spot campaign under the new roof 46) with activity breaking at press date in 35 (Continued on page

Television Age, April 11,1966 44 what's in inc Buyer's Opinion ... the middle WHAT'RE THEY DOING TO US NOW?-II makes the big In this space on March 14 we began an exploration of the spot =levision trend that is making that medium less competitive and less difference: esirable. We examined continuity discounts, rate protection and can- ellation notices. But unfortunately there is more. Product protection today, according to most rate cards, consists duly of the promise not to place competitive spots back to back. Rather plan their avarice, station managers cite the increasing use of oppor- unistic packages as the reason 15 -minute product protection cannot eguaranteed. This is absurd. Network packages are generally nego- iated months before service, and dates, positions, billboards, etc., are vailable to the station sufficiently before telecast to ensure the desired ,rotection. Occasionally there are last minute revisions by multi -product ad- ertisers, but as these categories are generally not the major ones using rime -time spot tv, there should not be great problems arising from uch actions. Instead the station seems not to be bothered trying to ind one-time replacements for their spot advertisers, or even worse,

t will sell spots knowing there can be no substantial competitive pro- ection. And, most despicable of all, many stations no longer take the rouble to schedule their own spot advertisers with sufficient separation rom one another. ...and in Another thorn in the side of the typical media department is that estructuring of rates has lowered maximum discount levels. There will Pennsylvania till be substantial discounts for going from one or two spots a week o five or six, but adding volume from that point will not bring rate it's WJAC-TV eductions anywhere neat the absolute amounts of yesterday. This is omparable to the reduction of consecutive week discounts, as stations Humber of Countries Covered... 31 10 longer find it necessary to offer major advertisers extra induce- TV Homes in Area 538,500* nents to place heavy business on their station. (These advertisers now Homes Reached Weekly . . .72% reusually on all stations in that market.)

Daytime Viewers, Doily Average . . 214,250 Besides lowering the effective maximum discount rates, some stations Nighttime Viewers, Daily Average...270,470 lavealso reduced the maximum discount volume, say from 20 to ten uerweek. This effectively eliminates what once was an incentive for a National TV Market Position . . 27th' najor advertiser to place most of his budget on one station. (As we've exceptwhere indicated, according to the most recent Neilson Coverage Service .xplained above, the largest advertisers are heavily on all stations in ARB TV Home Estimates, September 1963 he major markets.) **Television Magazine '64 While these changes in discount scales seem only to add to station America's 27th Largest Market )rofit at the large advertiser's expense, to this writer the most Machia- elli.an mischief perpetrated by the stations are their present rate cards.

uVhile "avails" will clearly show the unitsor points of a spot, this can- ''SÉRVINGMttLIONS FRAM )ot be clear from rate cards. Some spots are participating, some plan - . ATOP THE ALLEGHENIES )able, some earn discount-but don't take it, etc. And, have you ever ondered what price is being paid for that "independent's" package 'yothers? You'll never learn from its rate card. The total effect of these grievancesseems to be manifest in the cur- ent one-way street aspect of spot tv. The stations continue to reduce he advantages of the medium and do nothing for the advertiser which might partially offset this. Unfortunately there isno alternative for Represented Nationally by headvertiser... or is there? HARRINGTON, RIGHTER & PARSONS, INC.. Affiliated with WJAC-AM-FM The Johnstown Tribvne-Domocrat Stations

vision Age, April 11, 1966 i 45 in five point rating insurance in the distributed by the new Film Advertising Directory of major market." arm is The AddamsFamily wl The five CBS Owned tv stations winds up a two year run on SELLING signed up with Television Enterprises ABC-TV network this summer. Corp. to underwrite TEC's slate of H. I. Bucher has set up Park: COMMERCIALS 13 color action -adventure films. The Productions to distribute motion deal was closed by Hal Hough, pro- tures and tv programs tostatiij gram director of the CBS Stations For openers, Parkside is offerinj Sealy Mattress EarleLudgin division, and Jerry Kurtz of TEC. group of action -adventurefeatu Some 40 other stations have already Mr. Bucher has been with In i entered the production -financing pendent TvCorp.andwith scheme, called 13 for '66. It was first American Broadcasting Co. 4, broached to stations by TEC president Harold Goldman .at a Develop- ment Program Associates conclave FIVE DECADES ON FILM in Philadelphia last November. McGraw-HillText -Filmsis The plan calls for an 18 month tributing 16 mm prints offive lj ROBERT CARLISLE PRODUCTIONS, Hollywood clearance for theatrical runs before documentaries made by NBC Ne any telecast dates. Two of the 13 pic- Project 20-The Innocent Yep tures have already been completed: The Great War, The Jazz Age, I Destination Inner Space, with Scott in the Thirties, and Not So L

TidewaterOilCo. Grey Brady and Gary Merrill; and Cyborg Ago. The five -part history of th 2085 with Michael Rennie and Wen- inthiscenturyisbeingso let dell Corey. schools and colleges.

LvrNG v e t. Along with news of the TEC-CBS The Milton Bradley Co. b Stations deal, came word that the out a board game based onSo MUM , ., CBS -TV network has teamed up with Hercules, the series syndicat Warner Bros. to make six features Joseph E. Levine's Embassy for theatrical release, and eventually, tures Tv. Game call for players for tv. perform four labors, not 12as Hercules' case. Embassy isneg VIDEOTAPE CENTER TOPPINGTHE ROAD ating other merchandising deals, Can You Top This? long running the series. radio show of the Forties, is being Wham -0 'NuttyKnotter" revived asatv show format by BUCKLEY ON TV RKO General Productions and Henry RKO General Productions is Jaffe Enterprises. The opener in the eating a series of weekly deba series will feature Peter Lind Hayes tween William F. Buckley,I WNAM 0 as host, with Cliff Arquette, Corbett cent conservative candidatef Monica and PetHenry.Incase mayoralty of New York, defea you'veforgotten,thejoke/game John Lindsay, and selected c show starts off with a joke sent in Mr. Buckley, author of Go by a viewer, with a laugh meter Yale, McCarthy a registering the studio audience's re- Man at SANDLER FILM COMMERCIALS, INC., Hollywood Enemies, and Up from Libe sponse. Then it's up to the comics is the publisher and editorof onstage to get a higher meter read- National Review, a weekly of ing. Whenever this fails, the sender servative opinion.

Yellow Pages Bozell & Jacobs gets $100, plus $500 for the opener.

NEW SHINGLES VENICE, ANYONE? Filmways has entered the syndica- The deadline for SAWA's (S tion field, setting up Filmways Syndi- Advertising World Association)1 cation Sales. Heading the subsidiary festival, to be held on the Lido is Len Firestone, formerly vice presi- Venice June 13 to June 18 is dent and general manager of Four 23. U.S. representative for the 1 Star Distribution Corp. Before team- tivalisMovierecord. Comnwrei their'0 JAMIESON FILM COMPANY, Dallas ing up with Four Star in 1962, Mr. makers are urged to get Firestone was with Ziv-United Artists to Movierecord by April 23.F,ntr for seven years. First property to be should be in 35 mm.

12 Television Age, April II, APRIL 11, 1966

TELEVISION AGE REPORT

areview of current activity in national spot tv

Several of the reps have started their 7:30 p. m. shows, the three net- station, and at an increasingly higher a painful process of introspection works will have opened an additional level each year. l et.in the face of ¡tie to the recent ballyhoo over net- 19 commercial minutes per week. At ever increasing competitive factors, work encroachment on national spot $40,000 per minute on the average. the national spot representative non Sales. They put together corporate those spots would generate approxi- faces even more competition from in- rebuttals in time to be aired at the mately $760,000 per week. or a stag- creasingnetworkinfringementon .;hicago gathering of the NAB. Sev- gering $39,520,000 peryear. The traditional spot selling practices." eral have delegated members of their question of the week: How much of H -R suggests some steps that would research and sales staffs to explore this $40 million in 'new' revenue to help the spot situation. One is "sim- he problem in order to make rec- the networks will be siphoned away plif\ ing and standardizing contracts )rnmendations about how the stations from budgets originally earmarked to minimize the networks' 'one con- Indreps could combat network ad- for `spot'?" tract'paper -work advantage." And. ancements. The article considers the idea that "continuing to recommendthat One of the more clearheaded dis- "national spot is expected to produce prime -time minutes he made avail- ussions of the subject appears in the the greatest source of revenue for the able to help compete with network April H -R News, a monthly newslet- `minute' availabilities." ter published by. H -R Representatives. II -R notes that the problem is serious Among current and upcoming spot lnd points it up witha graph indi- campaigns from agencies and adver- cating the growth of network billings tisers around the country are the fol- compared to spot billings. "The truth lowing: of the matter is that spot tv's share of the national advertiser plum has Agfa been steadily decreasing,even though Pritchard Wood, Inc., N.Y. I the medium has been ableto come The last(lay in May is the startfor renewed activity for this major european up with percentage gains over each camera and film manufacturer. A four preceding year." H -Rgoes on to re- week campaign is slatedto reach men and women in eight markets. Minutes will view the extra -minute -in -Batman situ- he seen for AGFA GEVAERT. ation and concludes that "Although Charles Woodruff, previously a buyer Fred Corkhillisthe buyer. they claim no interestat present, if at SSC&B, New York, joined Need- American Can Co. CBS and NBC were to followsuit, ham, Harper & Steers in that city as (Young & Rubicam, Inc., Chicago) adding an extra minuteto each of a media supervisor. May 2 signals the beginning of a corporate

elevision Age, April 11, 1966 43 Rep Report MID -MICHIGAN ROBERT FAIRBANKS was appointed cagostaff. Mr. Zaneski was an ac - an account executive inthe New countexecutive in TvAR's Chicago York office of CBS Television Sta- officeand Mr. Nagel was formerly tions National Sales. Mr. Fairbanks was an account executive in the Chi- cago officeof National Sales since 1961. I -le joined CBS in 1951.

D MD E. CASSIDY joined the tele - i -i ni sales staff of the Katz Agency

MR. ZANESKI an account executive with Peters, MID -MICHIGAN TV IS... Griffin, Woodward, Inc. Mr. Miller WILX-TV 555 Stoddard Bldg./ Lansing 48933 GOT THE PICTURE? MR. CASSIDY

NOW... 61

talk to the Young Men about WILX ... Inc. He is assigned to Katz -TV, Mid- NationalRepresentatives: west.Mr. Cassidy was previously assistantadvertisingmanagerfor YOUNG TELEVISION CORP. Standard Brands, Inc.

CHET ZANESKI and RICHARD F. NAGLE joined the New York sales MR. NAGLE staff of Television Advertising Rep- WASH3 resentatives, Inc., and CHURCHILL S. was previously in the Chicago office THE ALBANY-SCHENECTADY MI1.I.ER was added to TvAR's Chi- of the Katz Agency, Inc. - TROY, N.Y. HOME OF

campaign for AMERICAN CAN CO. in markets. The eight weeks of spots will northern markets. The eight weeks of use prime 20's and fringe minutes to read THE spot activity will use day and fringe men in all markets. Bernie Sofronskie minutes to reach women. Tom Hallohan is the media contact. Braniff International Airlines MIKE (Jack Tinker & Partners, N.Y.) American Tobacco Company This advertiser is currently running and (BBDO, New York) scheduling a series of spot commercials DOUGLAS A fresh year of activity has just started titled the "air strip" demonstrating the for this tobacco company's cigarette airline's new colors and stewardess products in a large number of selected costumes. Flights break next week ill a SHOW markets. The campaign is leaning heavily small number of markets and last six to on prime time 20's and sports eight weeks. Sports and news adjacencies adjacencies. June Spirer is the media are preferred with an occasional oto. MONDAY thru FRIDAY contact. Ellen Kourtides is the buyer. 9:30 - 11:00 AM Avis Corp. Chrysler Corp. (Doyle Dane Bernbach, Inc., N.Y.) (BBDO, Chicago) An eight week campaign employing April 24 is the day that a spot campaign For Hot Avails only prime 20's is set to break April 24 for the DODGE DIVISION of this in 11 selected markets. The activity is automotive giant begins in 134 markets scheduled to reach a male audience and across the country. The eight week is slated for primetime exposure. campaign will employ minute spotsin Call: Werner Ziegler is the buyer. prime and late fringe timeslots. i:- Woody Krause is the buyer. P. Ballantine & Sons ]ET]E]EtS,',]E8II]E7E](14T, Chesebrough Ponds (SSC&B, New York) (I. Walter Thompson Co., N.Y.) This newly arrived account will start its The Prince Matchabelli subdivision's W OODWARD, uvc. first spot campaign under the new roof with activity breaking at press date in 35 (Continued on page 46)

44 Television Age, April 11, 1966 ditf what's in One Buyer's Opinion ... the middle WHAT'RE THEY DOING TO US NOW?-II makes the big In this space on March 14 we began an exploration of the spot television trend that is making that medium less competitive and less difference: desirable. We examined continuity discounts, rate protection and cancellation notices. But unfortunately there is more. Product protection today, according to most rate cards, consists only of the promise not to place competitive spots back to back. Rather than their avarice, station managers cite the increasing use of oppor- tunistic packages as the reason 15 -minute product protection cannot heguaranteed. This is absurd. Network packages are generally negotiated months before service, and dates, positions, billboards, etc., are available to the station sufficiently before telecast to ensure the desired protection. Occasionally there are last minute revisions by multi -product advertisers, but as these categories are generally not the major ones using prime -time spot tv, there should not be great problems arising from such actions. Instead the station seems not to be bothered trying to find one-time replacements for their spot advertisers, or even worse, it will sell spots knowing there can be no substantial competitive protection. And, most despicable of all, many stations no longer take the trouble to schedule their own spot advertisers with sufficient separation from one another. ...and in Another thorn in the side of the typical media department is that restructuring of rates has lowered maximum discount levels. There will Pennsylvania Mill be substantial discounts for going from one or two spots a week to five or six, but adding volume from that point will not bring rate it'sWJAC-TV reductions anywhere near the absolute amounts of yesterday. This is comparable to the reduction of consecutive week discounts, as stations Number of Countries Covered...31 no longer find it necessary to offer major advertisers extra induce- TV Homes in Area . 538,500 ments to place heavy business on their station. (These advertisers now Homes Reached Weekly... 72% areusually on all stations in that market.) Daytime Viewers, Daily Average 214,250 Besides lowering the effective maximum discount rates, some stations have also reduced the maximum discount volume, say from 20 to ten Nighttime Viewers, Daily Average...270,470 perweek. This effectively eliminates what once was an incentive for a National TV Market Position . . except where indicated, according to the major advertiser to place most of his budget on one station. (As we've most recent Neilson Coverage Service explained above, the largest advertisers are heavily on all stations in ARB TV Home Estimates, September 1963 the major markets.) **Television Magazine '64 While these changes in discount scales seem only to add to station America's 27th Largest Market profit at the large advertiser's expense,, to this writer the most Machia- `'`1y4;`,`%`^ s ellian mischief perpetrated by the stations are their present rate cards.

While "avails" will clearly show the units or points of a spot, this can- i+SRVINGÉ MILLIONSFRAM not be clear from rate cards. Some spots are participating, some plan- .ATOP THE ALLEGHENIES rrable, some earn discount-but don't take it, etc. And, have you ever wondered what price is being paid for that "independent's" package by others? You'll never learn from its rate card. The total effect of these grievances seems to be manifest in the current one-way street aspect of spot tv. The stations continue to reduce

the advantages of the medium and do nothing for the advertiser which i.111111 might partially offset this. Unfortunately there is no alternative for Represented Nationally by the advertiser... or is there? HARRINGTON, RIGHTER & PARSONS, INC.. Affiliated with WJACAMFM The Johnstown Tribune -Democrat Stations elevision Age, April 11, 1966 45 Spot (Continued from-page 44) Continental Baking Co. for METRECAL COOKIES in a limited (Ted Bates & Co., N.Y.), number of markets. Prime 20's are being WIND SONG perfume will be touted in used to reach weight-concious adul!- a spot campaign breaking April 25. The Separate activity is breaking for. two Marcia Raschen is the buyer. Continental produots. HOSTESS FINE two weeks of activity will be seen in 33 PASTRIES will be advertised in a spot markets and will use 20's and ID's in campaign breaking April 25 in 22 top Dynamics Corp. of America prime timeslots in order to reach markets. The half -year activity will use women viewers. Carrie Senatore buys. day and fringe minutes. Chet Slaybaugh (The Zakin Co., N.Y. I is the buyer. Press date marks the break May 16 is the day that a spot campaig, Cities Service Co. of a four week campaign for for WARING BLENDERS is scheduled (Lennen & Newell, Inc., N.Y.) WONDER BAGGED BREAD in the same to break in selected top markets. Full markets. Prime 20's are scheduled by minute spots are set for use in fringe May 2 is the scheduled start date for a Dan Monahan. timeslots to reach adults. spot campaign for this manufacturer's Joan Casey is the buyer. petroleum products and service. Twenty selected markets are lined up for activity Edward Dalton Co. employing prime 20's and fringe Ford Motor Co. minutes. The duration is four weeks. (Ogilvy & Mather, Inc., N.Y.) Marion Jones buys. This week is the start of a brief campaign (Kenyon & Eckhardt, Inc., CI)i rtnr Press date is the beginning date for a spot campaign for LINCOLN and MERCURY in a large number of market The two week campaign uses fringe minutes and prime 20's to reach a male automotive buying audience. Bruce Johnson buys. a Gallo Wineries (Leo Burnett Co., Inc., Chicago) This vintage American beverage willIn promoted in a spot campaign breaking a press date in four top markets. The four week campaign will employ a ' á majority of fringe minutes with interspersed prime 20's. Bob Gard the buyer.

Geigy Chemical Co. (SSC&B, New York) i Fair weather is bringing out spots f"r TOX INSECT SPRAY in southern and central' markets. The 18 week campaign uses minute spots in early and late fringe timeslots and in day slots. Bob Ubaldo is the buyer.

General Cigar Co. t (Needham, Harper & Steers, N.1.1 Three months of heavy spot activity break- at press date for BARON cigars. Fringe minutes and prime 20's are slated foru,e to introduce this product in severalit, selected markets. (Continued on page 50)

Buyers' Check List Network Rate Increases Recognize these two television personalities? ABC-TV: KHFI-TV Austin, Tex., from $75 to You know Hugh Downs. He's the host of the Today show, a national eye-opening $125, effective October 1,1966. habit and an influential public affairs program. WwTv Cadillac, Mich., from $450 You'd know Bill Gress, too,if you lived in WOC-TV-Land. He's Public Affairs to $475, effective August 21, 1966. Director at WOC and widely recognized for his editorial "Comment" on this CBS -TV: Iowa -Illinois scene.Personalities add to the identity of NBC-TV and WOC-TV. WHNT-TVHuntsville,Ala.,from From the local viewpoint, WOC-TV is where the personalities are. WOC-TV is $125 to $225, effective September 18. the community -oriented station, the senior station in the Quad -Cities market. 1966. If you want to put personality into your schedule, recognize WOC-TV in the NBC-TV: great Quad -Cities market.Profit from a reputation built on seventeen years WWNY-TV Watertown - Carthage. of telecasting service. Recognition sells, too, you know. N.Y., from $375to $450, effeeti September 18, 1966. r3Serving the Quad -Cities New Representative Where thepersonalities are.... market from N, i i -'ryChicago,Ill..appointed Davenport, lown 6 I ,1-1,,,;n TV, Inc.,asitsnational -..I. - representative. ExclusiveNationalRepresentatives - Pete s,Griffin, -Woodward,Inc.

46 Television Age, April 11, 19 rotile ALAN LAYMON His chance to enter the field of advertising came when he was offered far cry today from his studies a job in the media department at the ilk in the field of Classics at Brown New York offices of Norman, Craig Diversity, scholarly Alan Laymon is & Kummel. He soon moved on to Irsuing a spot campaign for Post Benton & Bowles as a staff assistant. )asties with the same enthusiasm "I was very pleased to join the team once reserved for the intricacies at B&B," said the buyer. "This is an Virgil. Mr. Laymon, a staff as- agency that believesindelegating atanton Benton & Bowles' Post responsibility as soon as the individ- Ireals account, has been buying for ual is ready to assume it." er a year. Mr. Laymon, married for several Mr. Laymon recently completed a years, lives with his wife in Engle- arketing studytitled Media and wood, N.J. ("I'm still a non-taxable e Teenage Market for one of the commuter.") The Laymons, demon- ency's major clients. He is con - oriented magazines are best suited for strating varied social interests, play need of the increasing influence of this purpose, he says, "the achieve- bridge 'and tennis and take part in re teen market in terms of national ments of spot television are impres- the various entertainment activities Ising habits. "This market is very sive." the metropolitan area offers young rportant because this age group, Mr. Laymon was born in Trenton, marrieds. Die than ever,iscontrolling the N.J., and after high school entered Mr. Laymon is concerned about -tes and attitudes of the country. Brown University. After a stint in the rising controversy over the net- sa fact that one-half of our popu- the Navy he returned to college and works'inroads on spottelevision lionis 25 years old or younger. graduated in the class of 1963 with sales."The growing flexibilityon re purpose of the study is to deter - a B.A. While teaching in a private the part of the networks is taking its me the relative effectiveness of the school in Virginia for a year he toll in spot," he says, "although I f ferent media in reaching this mar - found that as his enthusiasm for con- feel that going back to the 90 -day I.' Although the buyer is of the jugations decreased hisinterest in protection rate would help the situa- ,iníanthat spot radio and teen - marketing and communications grew. tion at some stations."

Keep your eye on the DONUT to get the "WHOLE" STOUGHTON FORT

And keep your eye on WREX-TV ATKINSON ExclusiveBigCircle,fullpower, VHF service of therichNorthern JANES,VILLE DELAVAN Illinois-Southern Wisconsin area... the delectable agricultural and in- MONROE dustrial heartland of Mid -America. BELOIT WALWORTH - - 111~1111 Channel13 Televisionisthe only medium that completely covers the whole wide -range Rockford area STOCKTON Mc HENRY

market, WREX-TV is the only tele- FREEPORT BELVIDERE visionstationthatintegratesthe ROCKFORD entireareawithamobile video tope studio unit. LANARK ELGIN

MILLEDGEVILLE OREGON DE KALB WREX ;;TV ROCHELLE STERLING e DIXON 13 e ROCKFORD, ILLINOIS

JOE M. BAISCH, VICE PRES. & GEN. MGR. REPRESENTED BY H. R. TELEVISION,INC. MEMBER, THE GANNETT GROUP

'lerision Age, April .11, 1966 Network's New Ones The latestcompilation of network advertisers for 1965, as reported by TelevisionBureauofAdvertising (from LNA-BAR data), canonly offer further ammunition to those spot tv sellers who protest network's continuing encroachment ontheir territory. For the TvB listing shows 364 different advertisers used one or more networks last year, and of these, 47 were brand new to ne work schedules. The idea that network television is a medium for the big -budget client goes out the window with the TvB notation that 151 of last year's network advertisers spent less than $500, 000 for time -and -program; 108 spent under$250,000;35spentunder $50,000. Of the new clients, Oscar Mayer & Co. invested the largest sum -$1.2 million-to advertise its meat products. But Ben Cooper, Inc., spent only $12,900 to advertiseitschile dren's costumes for Halloween, and other small -budget users were Dun- hillInternational,Inc.($10,000), Grolier, Inc. ($5,300) and Al -Doro Products, Inc. ($5,300) . While these amounts are far removed from the $85,710,000spentbyProcter & COUNTO Ni ICOV R Gamble, they illustrate the increasing flexibility of the networks in ace FO F?ACTION comodating all corners. Increase in Brands.Thet o t a SACRAMENTO number of different products adver ® STOCKTON CALIFORNIA tised on network tvin1965 w 1,821, according to the TvBcount In 1964, the figure was 1,608, down? a few from the previous recordhigltj of 1,619 in 1963. Again, the jum Get results in the $4 billion Stockton -Sacramento market last year shows both the surge o with television station KOVR. McClatchy know-how applied new -product introductions andth to farm and other local news, is one reason. New vitality in participation -minutessalespolicie community service is another. Add high -rated ABC shows, that have made network feasible for and you have the combination that gets your commercials clients of every size. seen ... in one of America's fastest growing markets. Total net time and program billings in 1965 reached a record $1,260 Data Source: Sales Management's 1965 Copyrighted Survey (Effective Buying Income) billion, said TvB, for an increase of 10 per cent over 1964. The 47 new advertisers alone represented billings of $8.6 million.In 1964, network. KOVR W-4 television had 34 new clients with oKOVR 0 expenditures of $6,004,300. McCLATCHY BROADCASTING For more on network vs. spot, S

BASIC ABC AFFILIATE REPRESENTED NATIONALLY BY THE KATZ AGENCY, INC. page 43.

Television Age, April 11, 48 Y&R's Rep Rumble "Young & Rubicam is vitally inter- red in maintaining the valuesof t.)t television as an advertising me- cim. In this vein, we aremost con- cned with certain changes in prac- t ;that have a tendency to reduce t. flexibility and effectivenessof the 1 chum." This isthe kick-off of a I er sent to the major reps in the r sing clays of March.It goes on to it++ ith those old bugaboos-rate 1 )tection,cancellation notification, a-1 product protection. The letter went out over the signa - t e of Warren A. Bahr, senior vice l )sident and director of media rela- t as and planning at Y&R. The gist c the missive is that Y&R expects clayrateprotection, maximum ricellation notice of two weeks, and 1 minute separation from competi- products.The letterindicates t any Y&R buyer who buys a sta- "' that doesn't offer these policies a; better be able to justify the buy h a" `proven -beyond -doubt' ad - risingadvantagefortheclient lcerned." The three Y&R require- nts will be stamped on all future at television orders. The letter was received in the rep- ieswith mixed reviews. Some, GO FIRST CLASS Ise stations had been adhering to hi policies forsome time, felt that letter was pointless and only vedtoirritatesomealready WITH ICIVIJ TV lined relations between rep and 'ncy. An unusual thing: usually ases of this sort have been sent di- FRESNO CALIFORNIA tly not to the reps, but to the staff is themselves, in observation of 1 theory that the stations decide

Ii r own rate cards. (A similar let- s++ as circulated several years ago Beef up your western sales campaign: put your message Dancer -Fitzgerald -Sample and with the quality programing of KMJ-TV, Fresno. The San , met with the cool reaction that Joaquin Valley's first television station has first class skills "agencies certainly have the right decide theirown policies.") and equipment at work. That is why KMJ-TV delivers the ¡mine rep executivesare of the audience you want in the nation's Number One agricultural Ilion, however, that theagencies income county. Data Source: SRDS, January, 1966 to brought this situationon them- es. Overnight and two-week can- tions on the part of the agencies KMJ-TV convinced many stations that had better take spot revenue McCLATCHY BROADCASTING re they can get it, andmany are ewhatresentfulofthe"high- BASIC NBC AFFILIATE REPRESENTED NATIONALLY BY THE KATZAGENCY, INC. "ded" occasionalagency attitude. evision Age, April 11, 1966 49 Spot (Continued frompage 46) Gulf Oil Co. (Ketchum...MacLeod & Grove, I Phila. ) Sports and weather show adjacew are being lined up for a spot campai, for GULF SOLAR HEAT, breaking at press date. The activity will be seen in 17 markets and will employ minute, between 6:30 and 11:30 in the eveni Bob Manown is the buyer. Jamaica Tourist Board (Doyle Dane Bernbach, Inc., N.Y. Prime 20's and fringe minutes are ,et exposure to adults interested ingettic some different spring sun. The spot 7, campaign, breaking April 17 and runniz n until the end of July, will be seen intti selected east coast markets, one of whit Columnist Bob Considine, tv personality Art Linkletter and singer Pat Boone is Miami. Norm Borden is the media flank Lawrence H. Rogers II (l.c.), president of Taft Broadcasting Co. after he accepted the George Washington Encased Award of the Freedoms Founda- Johnson & Johnson Co. tion of Valley Forge. The award was given in recognition of the Taft program (Young & Rubicam, Inc., N.Y. series, Rights and Responsibilities. Twenty-one top markets are slated t TvQ February-Top Ten Evening Network Programs by Market Size Copyright Home Testing Institute! TvQ, Inc, 1966

Market Size Groups tp Total Total 2 mil. 1/2- 50,000 Under Audience Adults & Over 2 mil. 1/2 mil. 50,000 Rural Rank Program Fam*TvQ** Fain TvQ Fain TvQ Fam TvQ Fam TvQ Fanz T vQ

1 Bonanza 92 49 92 46 91 36 95 42 94 47 93 52 91 58 Walt Disney 89 46 88 42 90 41 90 45 89 48 84 40 85 37 Man From U.N.C.L.E.76 43 74 30 79 32 81 31 76 28 67 30 63 27

I Saturday Night Movies75 42 77 41 83 42 83 36 80 43 72 46 66 33 5 Daktari 40 40 39 34 36 32 38 29 43 46 42 32 37 39 6 Gomer Pyle, U.S.M.C.82 38 81 32 74 27 83 31 85 37 81 34 83 35 6 Bewitched 80 38 76 28 79 22 80 29 82 29 73 33 68 30 7 Get Smart 57 37 51 23 55 24 55 25 51 22 47 23 44 21

I Dream Of Jeannie 60 37 52 22 45 15 55 27 57 26 50 23 57 20 1 I Spy 48 37 51 32 60 32 54 31 50 33 48 31 41 32 7 Daniel Boone 70 37 67 33 55 24 67 26 74 35 70 38 72 42 7 Thursday Night Movies64 37 68 37 73 37 75 31 72 40 61 42 58 37 Top Ten Evening NetworkPrograms by Income Income Groups Total Total Under $5,000- $7,000- $10,000 Audience Adults $5,000 $6,999 $9,999 & Over Rank Program Fanz* TvQ** Fain TvQ FainTvQ FamTvQ FanzTvQ FanzTvQ FamTvQ 1 Bonanza 92 49 92 46 93 59 95 43 93 41 89 36 2 Walt Disney 89 46 88 42 85 40 86 42 92 45 89 43 3 Man From U.N.C.L.E. 76 43 74 30 69 30 74 28 77 35 78 27 4 Saturday Night Movies 75 42 77 41 73 43 76 43 83 40 80 37 5 Daktari 40 40 39 34 43 43 38 40 42 28 31 19 6 Gomer Pyle, U.S.M.C. 82 38 81 32 81 40 85 35 81 25 75 26 6 Bewitched 80 38 76 28 71 30 82 30 85 31 70 19

7 Get Smart 57 37 51 23 47 21 52 18 59 30 46 25 7 I Dream Of Jeannie 60 37 52 22 55 28 56 25 51 19 45 13 7 I Spy 48 37 51 32 46 36 51 34 58 28 53 28 Daniel Boone 70 37 67 33 72 45 70 32 67 24 57 23 7 Thursday Night Movies 64 37 68 37 63 40 68 44 74 33 70 31 I amiliar-those who have seen program. I'vQ score-those familiar with program who say it is "one of my favorites."

50 Television Age, April 11, r

e recipientsof activity for BAND-AIDS. in a small number of markets for Standard Oil ie four weeks of spotswill break R.C. COLA. Daytime minutes to reach aril 15 and employ early and latefringe women and nighttime 20's to reach men (BBDO, San Francisco) mutes. This is the first heavy will be used to promote the soft drink. Press date is the first day of a heavy tivityfor the product this year. Dick Mier is the buyer. spot campaign for Standard Oil's m Sutherland isthe media contact. accessories in a selected group of Pacific Schlitz Brewing Co. Coast markets. The nine week campaign ayser-Roth Co., Inc. will use prime 20's and fringe minutes in (Leo Burnett Co., Inc., Chicago) all markets. Lynn Lucchetti is the buyer. )aniel & Charles, Inc., N.Y.) Spring being beer drinking weather, tree flights are set tobreak for another manufacturer is scheduling a Texaco Corp. JPP-HOSE in 16 markets in the east heavy spot campaign breaking at press d midwest. April 25 marks the break date. Schlitz MALT LIQUOR (Benton & Bowles, Inc., N.Y.) the first campaign lasting eight weeks, will be advertised in a campaign seen in April 15 is the first day in renewed be followed with a May 9 flight, a selected number of top markets running activity for TEXACO in 20 markets. The heduled for six weeks. The final flight for 12 weeks. Prime 20's and fringe spring flights will use early and late setto break May 30 and will use minutes are planned. Tom Buffington fringe minutes to reach men. The mute spots in fringe timeslots and last is the buyer. markets are the top 20. Eric Vanderbieth rthree weeks. Bonnie Greene is the is the buying contact. yer. iggett & Myers

. Walter Thompson Co., N.Y.) tril 18 marks the start of renewed

I tivity for L&M and other products. The week campaign will be seen in a .ge number of the top markets and II use prime 20's and ID's to reach an ult audience. Ethel Melcher is the buyer. ational Biscuit Co. IcCann-Erickson, Inc., N.Y.) His week marks the beginning of a spot Impaign for MILBROOK BREAD in e selected markets. The three weeks activity will include minutes and 20's round news and sports programs to tch men. Bob Storch is the media atact. It Milk Co. sardner Advtg. Co., Inc., N.Y.) two weeks seasonal Mothers Day inpaign will break April 24 for HITMAN'S CHOCOLATE in 18 of the o markets. Fringe minutes in adult °grams will be used to reach adults in o weeks of spot activity. Bob Bolte ithe buyer. aarles Pfizer Co. rest, Weir & Bartel, Inc., N.Y.) Ill 25 will see the beginning of spot vision activity for Coty's IMPREVU Hume. Fifteen selected top marketsare ted for minute fringe spots- and prime 5. John Tobin is the timebuyer. ittsburgh Plate Glass Co. young & Rubicam, Inc., N.Y.) new year of activity breaks April 15 for Is company. Twenty marketsare lined for spot activity which will include use of prime 20's to reach an adult Ilience. Charlotte Mrazik is the buyer. hlston-Purina Co. Pardner Advtg. Co., Inc., St. Louis) world's largest You can open the lid on the Pittsburgh market with top spot lo flights of spot activity are linedup spring introduction for hardtop avails on WIIC-TV, Pittsburgh's RINA DOG CHOW ina mamouth 1 Color Station. Get with tcampaign. Over 120 marketsare convertible General Sales Manager Roger for the minute spots, the first flight Rice or your Petry -TV man. ing April 18 and the second breaking When the world's largest mov- able domed roof dramatically e 20. Both flights are a month in Get your h. The buyerwas not assigned at opens to let in the summer sky, Pittsburghers on s date. audiences in Pittsburgh's Civic Arena gaze inawe. yal Crown Co. Vic Skaggs, WIIC-TV Program Director, chats with Philip Baskin, Chairman of the Public Auditorium Authority, outside the office of WY -7 VIY )'Arty Advt. Co.,Chicago) Pittsburgh's Civic Areno and Exhibit Holl. Basic NBC Television Affiliate 12 -week spot campaignbreaks April 18 Con Sr re Cerperenen .tetlenl: WIICIV, IlmWren; wSe AM.rM.1V, Alicante, WMIO AMIM.1V, 0erlen; WSOC AM.rM.tV, Cnerlene; wI00 AMurM, Miami, Srva. Sen rrenri.

evision Age, April 11, 1966 51 Agency Appointments MATTHEW J. HENNESSEY was named ROSS C. MORGAN JR. and FORREST R. president of Sudler & Hennessey, Inc. cam. Mr. McDonald was recently a vice FARROW JR. were appointed vice presi- Mr. Hennessey, formerly executive vice president and account supervisor with dents at the Campbell -Ewald Company. J.M.Mathes.Mr.Mitchneckhas been with Marschalk for almostsix years, and Mr. Fitzsimmons is manager of the firm's Atlanta office. EDWARD F. KREIN Was elected senior vice president at Geyer, Morey, Ballard, Inc. Mr. Krein, formerly a vice president, is an account supervisor and manager of the agency's Racine office. At the same time DAVIDB.GRIMM was elected a vice president in the Racine office. Mr. Grimm has been an account executive with the agency since 1962. Also at GMB, W. ROBERT PAINE joined MR. HENNESSEY as an art supervisor. MR. MORGAN president,is now the chief operating RALPH WHITING was named assistant Mr. Morgan is an account executive on executive of the New York advertising general manager of the Chicago office theagency's General Motorsinstitu- agency. The agency's billings are esti- of Young & Rubicam, Inc. Mr. Whit- tional account. Mr. Farrow is manager mated at $20 million. ing, vice president and chairman of the of account services in C -E's San Fran- executivecommittee, joined Y&R in cisco office. GILBERT J. HEADLEY, MICHAEL C. MC - 1960. DONALD, MARVIN MITCHNECK and WIL- G. DONALD JOHNSTON JR. Was appointed responsi- LIAM H.FITZSIMMONS wereelected DAN BOCKMAN was named associate vicepresident withspecial senior vice presidents of the Marschalk creative director of Hoefer, Dieterich & bility for Europe at J. Walter Thomp- Company, Inc. Mr. Headley recently Brown, Inc. Mr. Bockman joined the son. Mr. Johnston is currently manager joined, the agency from Young & Rubi- agency last year as a copywriter. of the JWT Tokyo office.

NOW Clip yourself a bigger segment in thegrowing SHREVEPORT MARKET The $2 billion Shreveport TV market' is growing by sets andhomes! It now ranks 58th in the nation with an average reach of155,300 homes in prime time.2 There has been an increase of 20,000 TV sets in prime time use since November 1964 and a 10,000 -setincrease since March 1965.3 Your sales message has special significance in this landof the super -talltowers. You reach an affluent audience approaching a million and ahalf residentsinNorthwest Louisiana,East Texas, Southwest Arkansas and Southeast Oklahoma! When youspecify the Shreveport market, you know you're clipping a bigger segmentin a rapidly expanding area. 'Television Factbook, 1965 (25% coverage or more) 21965ARBTelevision Market Analysis 3ARB, November 1965 ITT B S -TVKS LA -TVi(TA L -TV CHANNEL 3CHANNEL 12CHANNEL 6 ABC CBS NBC SHREVEPORT, LOUISIANA

Television Age, April 11,1966 52 Media Personals PETER J. DALTON was named vice pres- buyer. Miss Oster was previously with MARY LINDA MILLER joined Gumpertz, ident and media director at West, Weir the Kleppner Co., Inc. as a space buyer. Bentley & Dolan, L.A., as a media buyer. She was formerly with Smock, Debnam & Bartel, Inc., New York. Mr. Dalton PEG LEFEVER was appointed a media was previously assistant media director buyer in the media department of Hut- & Waddell, that city, in a similar post. at the agency. He was previously asso- chins Advertising Co., Inc., New York. DAVE MICHAELSON was appointed man- ciated with Benton & Bowles. Miss LeFever was previously a media ager of media analysis in the New York estimator with Rumrill. officeof BBDO. Mr. Michaelson was CHARLES A. VENTURA JR. joined Gray formerly with Benton & Bowles. Also at & Rogers,Philadelphia,asradio -tv BERNADETTE MCMAHON was appointed a BBDO, media planner STEVE DICKLER mediadirector,succeeding JOSEPH timebuyer in the tv -radio department of leaves shortly to join ABC Films as as- Lando, BARKER.Previously Mr. Ventura was Inc.,Philadelphia.Miss Mc - sistant to the vice president. HAL MARTIN with N. W. Ayer & Son. was promoted to assistant media buyer at the same agency. Mr. Martin was ROBERT IRVINE Was appointed assistant formerly a media researcher. media supervisor in the Chicago office GILBERT FARLEY joined Cunningham & of Foote, Cone & Belding. He was pre- Walsh, Inc., New York, as a media viously a senior media buyer. GERALD buyer. Formerly Mr. Farley was with EPSTEIN, previously with Wade Advertis- ing, joined FC&B as a senior media SSC&B as an all -media buyer. buyer. JOHN HEAGERTY Was appointeda mediaplanneratDancer -Fitzgerald - ESTHER ANDERSEN a n d LORRAINE Sample, Inc., N.Y. Mr. Heagerty has SCHULTZ were appointed media super- been in the agency's training program. -visors in the Chicago office of Earle GEOFFREY THOMPSON was promoted to Ludgin & Co., new positions. Also at media buyer on the Schmidts Beer ac- Ludgin, JACQUELINE STRIEBINCER Was ap- count at Ted Bates & Co., Inc., New pointed to the media department staff. MISS MC MAHON York. He formerly was an assistant buy- Mahon has been with the agency for er. At the same agency JERRY LEVY FRANCIS OSTER joined the Fletcher the last seven years and was named tv - joined as a buyer. Mr. Levy was form- Richards Company, Inc.as a media radio traffic manager in 1963. erly with Doyle Dane Bernbach.

elerision Age, April 11, 1966 53 Dr. David D. Palmer, President of WHO Broadcasting Co.,re- ceives Sixth Annual Mike Award from Mr. Clair R. McCullough, President of the Steinman Sta- tions and oftheBroadcasters Foundation. At right, Mr. Joseph Baudino, Vice President, West- inghouse Broadcasting Co., and President of Broadcast Pioneers.

Thankyou,Broadcast Pioneers, for the 1966 "MIKE" Award! rrFor distinguished contributions to the "WHO is a station early to recognize the needs art of broadcasting and in recognition of for a well-rounded format. WHO is a pioneer in news and sports and a station that hasconsist- dedicated adherence to quality, integrity ently met the needs of the Midwest's vast popu- and responsibility in programming and lation. Its public service never ends." management. 22 -Clair R. McCullough, President -The Mike Award, 1966 Broadcasters Foundation, Inc. WHO is proud and grateful to have been selected "I am very proud of the honor accorded us to- for the Sixth Annual Mike Award, thus joining night. In over 42 years of broadcasting, WHO the distinguished company of Radio Stations has assumed its recognized position as the Mid- WLW, WGN, WSB, KDKA and WTIC. west's favorite source for news, information and The Award itself is presented to a pioneer public service. We at WHO now have a greater radio station that has consistently maintained challenge than ever." an outstanding record of service to its publicand -Dr. David D. Palmer, President to the industry. It is presented by the Broad- WHO Broadcasting Co. cast Pioneers and Broadcasters Foundation, Inc., who six years ago joined hands to sponsor the In acknowledging its receipt of the 1966 Mike Annual Pioneers' Award Dinners. Award, WHO commits itself to a continuing We believe a few quotes from speeches at the policy of "quality, integrity and responsibility in Presentation Dinner on February 7 are in order: programming and management." "WHO has had its hand on Iowa's pulse, and the people of Iowa have a personal feeling forthis station that has served them so well for solong ...We are proud of WHO." WH -Harold E. Hughes, Governor of Iowa for Des Moines PLUS ... for Iowa PLUS! Des Moines ... 50,000 Watts ... NBC Affiliate

flkiig.Peters, Griffin, Woodward, Inc.,National Representatiter

Television Age, April 11, 19 54 Mall Street Report

I 'remount Struggle. One of the ture in having televised events shown 1.cinating but little appreciated as - in the theatres on large screens. 'As of the struggle that is shaping tat Paramount Pictures over the Early Buy. Anotherearly move tit two months is the fact that tele - was the acquisition of a 29 per cent 'ion has assumed a role of major interestinDuMont Broadcasting. iportance in the contest. Paramount DuMont never made the grade as the Is been more deeply involved in all fourth network. Although it had a )ects of television than almost any good reputation as a set maker it ( ier corporation in the motion pic- was not sufficientlycapitalizedin te business. Quite apart from the money and manpower to meet the Ix that Paramount's main product stiff competition at the wholesale- f over half a century has been the retail level. The business was broken I ture films which tv has been de - up with parts going to form what is luring, it also has been dabbling in now Metromedia, Fairchild Camera Clio and video forms of communi- and Instrument Corp. and others. ion and entertainment since the Paramount made money on its Du- irties. In the early Thirties Para - Mont investment but failed inits aunt gained a position of control major aim of having a major grip 'the then tiny Columbia Broadcast- through an important corporation. ; Co. It was one more example of Paramount also had its own tv s restless foresight of Adolph Zu- stations in Chicago and in Los An- r, who at the age of 93 decided geles. Both units were profitable and The test program ended in April of t month to step down from the highly regarded. But because of anti- last year and Paramount is now ramount board to make way for trust problems the company during awaiting an opportune moment to anger men. the early days was never able to push introduce it. When the state of Cali- Paramount was forced to sell its vigorously any campaign to acquire fornia held a referendum last year Brest in CBS during that period a full complement of stations and be- that outlawed the operation of a pay - part of its campaign to eliminate come a group operator. Nor were the tv system it was Telemeter's attorney but the major revenue -producing stations able to develop a network who went to court to contest the ref- ets during the period of the de- relationship. The Los Angeles unit erendum on the grounds that it was ssion. The company was loaded was finally sold last year for $12 unconstitutional. He won thesuit wn with debt as a result of a tre- million. though Subscription Tv was the one ndous theatre -expansion campaign Paramount also acquired the rights that had suffered the greatest direct Zukor had launched during the to and financed most of the develop- financial loss. enties.For several years Para- ment work on the Lawrence single - Paramount also once had an inter- +unt had been in reorganization gun color tube. In brightness and est in Talent Associates and acquired til it could work outa new capital- qualityof colorreproduction the control of Herb Brodkin's company, tion and debt -financing procedure. Chromatic tube was always consid- Plautus Productions. To date, none en it re-emerged as an operating ered superb, but it never moved from of these ventures had paid off hand- npany under the hand of Barney the pilot -testing stage to true com- somely for the company. It has prof- laban, atheatreman who took mercial production because the elec- ited from investments in a range of ur the administration of the giant trical engineers of the major set mak- electronic -tv -related companies such the industry. ers argued that it had special engi- as Ampex Corp., Autometric Corp. )ne ofthe movesthatdistin- neering problems. and Conductron Corp. But the big ished Paramount under Mr.Bala- payoff has not yet materialized al- a'sadministration was the fact Test Program. International Tele- though the final results of the Chro- 2 it again launched into a pro- meterisstillanother Paramount matic -Sony and Telemeter ventures em of exploring the various poten- television interest-a method of sub- are still to be known. Is of tv. One of its first develop- scription tv which the company de- The mostprofitableexperience nts was a method of takingthe veloped in a series of tests. The last Paramount has had in its relations age from atop a picture tube and test was held at Etobicoke, a suburb with television has been from its own nsferingit within minutes toa of Toronto where some 6,000 homes product, feature films.It was the e -scale screen. This was in the were wired. Films, hockey games longest holdout during the negotia- ly days of television when some and other events were transmitted to tions for the libraries of pre -1948 )ple thought therewas a great fu- the homes at a cost of $1 per event. (Continued on page 66) revision Age, April 11,1966 55 orUHF BROADCASTERS

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Frisian.Igr,.I pril 11, I9Ú6 didn't want to get into trouble with Toys (Continuedfrom page 27) Creativity(Continuedfrom page 33) the Better Business Bureau. But what Gorilla and Peter Potamus. For two Fallacy of Creative Thinking, there's shopper would think of looking in a years the company syndicated the a quote from Joseph L. Hudson, of brassiere, size 48D. You don't have shows itself; this year it sold them the J.L. Hudson store in Akron. that kind of customer anymore. to ABC. Although the company's ad Hesays,"Competitiontodayis There are many, many other ideas , budget is almost doubled, Ideal will something that enters the revolving that can be used to boost business. promote fewer toys. "We will spend door behind you and comes out in I would particularly like to call your more this fall, but on fewer items, front of you?' Now stop and think attention to the amount of advertis- so each will get larger exposure," about that. ing impressions that can be gained said Abe Kent. Ideal will promote Don't worry about the competition throughtheuseofunorthodox three toys, three dolls, and, in a bid using creative ideas. Stick with For- media. Here it doesn't so much mat- to get more of the game dollars from mula Thinking that will build sales, ter what you say, or how you say Milton Bradley, five games. boost profits, reduce expenses. Some it, as it matterswhereyou say it. At American Character Toys, Her- examples? All right, I was hired by One of the more interesting cam- bert A. Brock,president,predicts Stix, Baer & Fuller in Des Moines paigns developed for Rich's depart- televisionwill become increasingly to bring more kids into the department store in St. Louis consisted of -less important to the toy industry "if mentstore.We showedBeatles simply stenciling the firm's name, present trends continue." He said the movies in the basement all day long Rich's, on the heads of bald men. company's growth rateisgreater and gave away all -day suckers. That The space was farlessexpensive than the growth of its tv budget, and was a traffic -builder no ad out of than your usual billboard or24- someday, "75 per cent of our prod- Doyle Dane & Bernbach is going to sheeter, and the cost -per -thousand - ucts will not need tv." He pointed to match, you can bet your sweet life! impressions was much lower. unrest among the small retailers as In closing, I'd like to return to the main stumbling block to continu- 'Jock the Jumper' my basic thesis:that creativityis ing expansion in tv by toy advertis- impossible to create, and that only Then there was the time Joske's of ing.Nevertheless, AC willspend Formula Thinking can provide the around $1 million more on tv in Tulsa got stuck with 50,000 pairs of solution to our marketing problems. Japanese - madebinoculars.They 1966 than in 1965. "Genius," someone oncesaid,"is asked me to do something about it. two parts perspiration to one part Ithought right away of Jock the inspiration." I'd like to go that one More Opportunities Jumper.He'saprofessional who better and give you my recipe for climbed out on the fourth floor ledge thinking creatively-ifthat'swhat Since the advent of television it of the store and yelled he was going you still want. seems most little girls can't play a to jump. In two hours he attracted good game of house with justa dirty 8,000 people. Then 100 salesmen ran Creative Recipe rag doll, a blanket, and a free spot through the crowd with baskets of To one pound of imagination, add underneath the kitchen table. Today, binoculars. They sold 6,000 of them, eight ounces of enthusiasm; stir in if her doll doesn't walk, talk,cry, at ten bucks a shot, in the short time a cup of common sense, a pinchof wet, burp, eat, catch cold, and roller Jock was on the ledge. audacity and two drops of irrever- skate, chances are little Miss 1966 Chapter nine of my book describes ence; then add a pint of persistence will be complaining. the sales increase registered at a J. C. and two quarts of courage. Mix these With at least one tv set now in Penney store when one ad-just one ingredients thoroughly, then simmer nine out of ten homes and growing small ad-was run announcing that over a low fire for several hours. numbers of network shows tocon- at the end of 30 days, all prices Let cool for at least a day before tain the projected $11 -million hike would go up. Well, nothing went up serving. in the toy industry's 1966 tv expendi- -except sales. The people panicked, If these words are heeded, gent tures, the outlook for both the toy that's all. We plotted it, researched men, your sales will soar, your pro and television industries is bright in- it, and they panicked. Just look at its will increase, and your troubl deed. the chart. [See page 32.] will be over. Other factors certain to keep the Finally, there was the thousand - toy business a joy business for chil- dollar -bill promotion. We testedit dren as well as "Santa Claus"are: in Salt Lake City at Ohrbach's. A "Dr. Bruce Spencer" is also the the entrance of the hoards of war simple ad again-"Any item over $5 creative Alan Abel, founder of the babies' babies into the toy -market purchased may containa hidden Society for Indecency to Naked Ani- place; new developments and refine- thousand -dollar -bill." Sales shot up. mals, and head of Spencer Produc- ments in plastics; general economic We knew they would. People tions,Inc., New York. What does prosperity; and the proliferation of swarmed into the store and began Spencer Productions produce? Mr. the suburban shopping centers and buying everythinginsight. Now Abel's reply: "What do you want?"

discount stores. there was a thousand -dollar bill; we

58 Television Age, April 11, 19 index, on the other hand, was 87, Zig-Zag(Continued from page 29) more? The Jif impressions in Pitts- burgh were 196 per cent greater indicating that the product's New nillion impressions on a national than those of Peter Pan.) York effort wasn't up to the national )asis, but only 8.0 million-rather TvAR goes a step further. No net- one. han the "normal" 8.9 million-in work campaign operates in a vacuum, The hundreds of products were he top 20 markets. The "lost audi- Mr. Hoffman points out; its effective- subjected tothe indicing process, wce" was equal to the brand's total ness is always influenced by the cam- and TvAR reports that for almost mpressions in Boston, Cleveland and paigns of competitors. If a network three -fourths of them, there was a Washington combined. campaign is producing impressions difference of 50 or more points be- While thesestatistical manipula - in 35 per cent, say, of all tv homes, tween their performance nationally ions are intriguing, the true objec- and ifit gets 35 per cent of the and in various top 20 markets. For ive of the representative's ZIG-ZAG homes in the top 20 markets (where more than half the brands, there was tudy is to emphasize what happens half of all the homes are located), a difference of 70 or more points. o network advertisers in individual things are evidently going well. But Years ago, the statement was made narkets, more so than in a group of it's possible for a competitive cam- -and it has been reiterated countless 0, or 10, or 50 markets. And it is paign to score less well nationally times since-that "all televisionis tere that the presentation (currently -say 30 per cent-but to do better local." This point is reinforced in peing showntoadvertisersand in the top 20 markets-say 50 per the representative's presentation, gencies around the country, with cent-and produce a greater number which, while it doesn't argue against olorslides,multiplescreens and of sales. What was needed, says the the use of network television com- he other latest innovations in audio- representative, was ayardstick to pletely, does argue for an investiga- isual gimmickry) really makes its measure a campaign's national ef- tion of how the network schedules ,oint. fectiveness against its effectiveness in are doing in each market,(or at individual markets. leasttheimportantmarketsthat One Against the Other To come up with this yardstick, have the greatest numbers of view- For example, thetotal network the computers at John Felix Associ- ers and can produce the most sales) . ommercial impressions for two rival ates were called upon to total the If network schedules are less than nakers of automobile tireswere com- network impressions for all brands in desired in these areas, the represen- nted. On a national basis, in that dozens of product categories. Then tative not surprisingly suggests the March '65 week, U.S. Royal Tires the share of the total for each in- cored 30.4 million commercial im- dividual brand was expressed in per- ressions; Goodrich tires scored 30.3 centages. For example, in the March iillion. Each, of course, used differ- week studied, there were a total of HMM... THIS nt numbers of network commercials 29.8 million commercial impressions WE'VE GOT TO LOOKS LIKE i different programs, but the homes- for adhesive bandages. Of these, 9.8 COVER THE A JOB FOR cached totals were almost identical. million, or 33 per cent, were for CHATTANOOGA WRCB-TV! MARKET! 'kings were quite dissimilar, though, Band-Aids; 20.0 million, or 67 per Shen individual marketsamong that cent, were for Curad. nportant top -20 group were studied. In New York the number of im- Local Still Counts ressions for Goodrichwere 31 per Now the same process was fol- ent below those of U.S. Royal. In lowed in individual markets. In New 'hiladelphia Goodrichwas 26 per York the adhesive bandage category ent ahead of U.S. Royal. In Los registered 2.8 million home impres- ngeles, Goodrichwas 28 per cent sions, but Band-Aids scored 1.2 mil- elow U.S. Royal. Andsoit went lion, or 42 per cent, of the total, asillustratedbythecharton while Curad scored 1.6 million, or age 28), with a variation in ad- 58 per cent. ertising weight greater than20 per To produce what Mr. Hoffman :ntin12ofthe toptelevision calls "a ZIG-ZAG index," the na- iarkets. tional performance of each brand Mr. Hoffman cites otherexamples: was pegged at 100, and the local - If and Peter Panpeanut butter in market -index for each was found by ze March '65 week were amazingly dividing the local share into the na- ose in the number of networkcom- Represented by tionalshare. Thus, the Band-Aids The Katz Agency, Inc. iercial impressions registered:23.3 index in New York was 128, indi- zillionforJif,23.0 millionfor cating the brand did 28 per cent eter Pan. But again, in 12of the better in that market on a com- 4) 20 markets, there wasa variance petitive -performance basis than it did 1 20 per centor more. (How much in the country as a whole; the Curad elevision Age, April 11, 1966

1 use of local spot television to increase NETWORK COMMERCIALS Calton Bouquet 9,344 ... the number of commercial impres- Softique 4,329 ... ZIG-ZAG SHARES 51,126 sions. (March 1965) Additionally, and undercertain Product Network Bath Products -Children conditions,therepresentative does Category Commercial Mr. Bubble 4,064 ... argue against the use of network and Brand Impressions Share Soaky 21,915 ... (000's) 25,979 schedules. (%) In computing the ZIG- Adhesives ZAG index for each product, it was Beer and Ale Elmer's Glue 1,105 ... 12.5 Ballantine 13,904 ... necessary to examine each brand's Weldwood Cement 7,703 ... 87.5 Budweiser 8,998 ... 8,808 share of network weight in the vari- Miller 25,944... ousproductcategories.In many Aluminum Products Pabst 9,694 ... categories, there was little spread be- Alcan 7,335 ... 19.9 Schaefer 11,869 ... Alcoa 26,154 ... 42.5 Schlitz 30,872 ... tween one brand and another, so far 101,281 as share of the total commercial -im- Architectural Mfrs 3,372 ...9.1 36,861 pressions went. But in many product Bleach Automobiles -Passenger Action 27,951 ... fields, one or two advertising giants Beads -O' -Bleach Chevrolet 90,887 30.3 6,713 ...1 dominated the network picture. TvAR Snowy Chrysler Warranty 13,401 4.5 16,759 ... cites the hair coloring field in which Dodge 34,260 11.4 51,423 Clairol had 59 per cent of the mil- Ford 49,169 16.4 Building and Construction Material lions of network commercial impres- Mercury 9,789 3.3 Acrylite Ceilings 1,070 ... sions, while competitor Noreen had Oldsmobile 15,921 5.3 Armstrong Ceilings 5,593 ... Plymouth 40,307 13.4 only 7 per cent; in scouring powders, Armstrong Floors 16,778 ... Pontiac 22,906 7.6 Formica 1,070 ... Comet had 50 per cent of the total, Rambler 16,778 5.6 Masonite Wall Panels . 2,250 ...6. Ajax had 42 per cent, and Dutch had Simca 6,701 2.2 Presswood 2,250 ... 6., only 7 per cent; in cereals, General 300,119 Weldwood Paneling 6,436 ...17. Mills had 37 per cent, Kellogg 36 Automotive Accessories Westinghouse Micarta. 432 ... 1; 35,879 per cent -and Ralston only 4 per cent. AC Filters 6,880 ... 19.8 AC Plugs 6,880 ... 19.8 Candy Autolite Batteries 12,632 ... 36.3 Spot Route Almond Joy 9,864 5.1 Autolite Plugs 8,421 ... 24.2 Almond Cluster 14,172 8.i Acknowledging that thereare often 38,813 Bit -O -Peanut Butter 7,692 4.; many factors other than sheer ex- Baby Products Chunky 12,366 7.: Cracker Jack 4,499 2.l posure to a nationwide audience that Johnson's Lotion, Powder 29,590 ... 76.2 Kit Kat 4,675 2. encourages an advertiser to use net- Mennen Baby Magic, Powder 4,329 ... 11.1 Kraft 4,951 2.! worktv, thespotrepresentative ZBT Powder 4,920 ... 12.7 Mars 25,366 14.! states: "Wouldn't limited -budget ad- 38,839 Mounds 4,308 2.` vertisers -faced with overwhelming Nestle's 32,280 19.( Baked Goods -Bread and Rolls Nestle's Morsels 8,593 5.( competition from national giants - Pillsbury, Refrig. 43,974 ... 66.7 Tootsie Roll 17,706 10.4 be wise to take [only] thespot tv Sara Lee Rolls 13,906 ... 21.1 Tootsie Roll Pop 12,000 7.1 approach,whereinkeymarkets Wonder Bread 8,070 ... 12.2 Welsh's 11,716 6.9 throughout the country they could 69,950 170,188 compete on a more equal footing Baked Goods -Cakes, Pies, Pastries, Cereal -Cold with the heavy network spenders?" Cookies and Sweet Rolls General Mills 225,655 ...37.3 Hostess Pies 4,035.. . Kellogg 218,914 ...36.2 (In an exclusive listing of thenet- 3.1 Hydrox Cookies 3,344.. .2.6 Nabisco 24,492 ... 4.11, work share -of -impressions for each Nabisco Cookies 44,602 ...34.7 Post 56,986 ... 9.41' brand, beginning on thispage, some Pepperidge Farm Dessert22,639 ...17.6 Quaker 55,941... 9.3 of the limited -budget advertisers that Pillsbury, Refrig. 40,276 ...31.4 Ralston 22,335 3.7t TvAR has in mind can be easily Sara Lee Cakes 13,501 ...10.5 604,323 128,397 discerned.) Cereal -Hot Summing up the ZIG-ZAG presen- Baked Goods -Crackers Cream of Wheat 26,534 ...60.9 Krispy 3,758 ... 10.6 Quaker Oats 17,068 ...39.1 tation'sconclusions:networktele- Premium Saltine 31,570 ... 89.4 43,602 vision alone is not enough for the 35,328 advertiser today, whether he is large Chewing Gum Bandages Beechnut 9,200 ...10. or small; spot television alone can be Band-Aids 9,789 ... 32.9 Clark 25,427 ...29 enough for certain advertisers, and Curad 19,982 ... 67.1 Dentyne 9,870 ...11. spot television in conjunction with 29,771 Trident 16,664 ...19 network schedules is a must in many Wrigley 24,261 ...28 Bath Oils 85,422 markets. Calgon Bath Oil Beads 37,453 ... 73.3

60 Television Age, April 11, 1966. Just Published!

I,.:1-..'

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. . 5..1 17.6611 rll.., COMMUNICATION

-i.,, t I 1.'N,8 . . 1.7 d 1.,.I,1 ;!lRl, . .9 Edited by Charles S. Steinberg, Ph.I). ta N1.111 11.1171 . . 1.6 rice President, Public Information, ab.,., t Ih.RW, 1 .'+ CBS Network talon II ' I'nhIi-led by Hastings House ilip N1.,,, 1. 1).4 11 12.711.1 .. 1.8 tlrr., 19.'l76 :,.h Mini ,I,'"I SHOULD BE REQUIRED READING FOR trr. r..,, I . EVERYONE INTERESTED IN MASS MEDIA yal., 2h,,,2 ... AND COMMUNICATION

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1 iwt, .1 .6.8711 . a Charles Steinberg is a foremost authority on Communication,. 895.3 71 Prior to joining CBS, be taught and lectured on Communica- tions at several colleges and universities, including New York wstarr. l louarhohl--I:rnrrpl 1'urpu. I niversity and the New School. He has contributed man} jaa I,g.u.I 21.587 11.'1 articles on the communication arts and is the author of "The nw.l R.:II.i 5.1 1. Communicators" which has been widely used as a text. r. 4 ',All 22.101 1.1.1 .n 1 ,.rn.r 31198 211.2 CONTENTS: ale ..l 1 7.89.4 . . . 1419 tlrr 16.7 10 . . . 10.2 The Structure and Development of Mass Comutuniratiou * J .I. 11.6h8 . Public Opinion The Newspaper The American Iht.Si3 Magazine The Motion Picture Broadcasting Media Book Publishing International Communication The 1ltanrr.. 11.nrhohl Motivation of Assent The Effects of Mass Media atirtw.m and hitrhrn sn , 17.1412 28.; CONTRIBUTORSINCLUDE: Eugene L. and Ruth E. Hartley: lo.), Ip I h.2h 1 . 26.7 Wendell Johnson; Wilbur Schramm; Theodore Peterson; 27..11h 11.11 Hans Spier; Walter Lippmann; Hortense Powdermaker: 611.982 Sydney W. Head; Kurt Enoch; Robert D. Leigh; John Kenneth Galbraith; David Riesman; Charles S. Steinman :rranrr..1101141101d-Fahrir and many more distinguished authorities. >fat 1 aondr. 1 arr R n Contains 544 pages with three appendices and a complete 6.1 12 11.2 index. Attractively clothbound. !gin 1.211 1 1,8117 h -,R $11.50 per copy 1 7.939 ORDER FORM bhnrr., Il..u.rh..ld--- an.l RNil BOOK DIVISION. TELEVISION AGE ia 18338 ... 61.5 1270 Avenue of Americas, New York, N.Y. 10020 19.4 Please seed me copies of MASS MEDIA AND COMMUNICATION at $1130 per copy. (Please add 60e per copy for postage and handling.) lh...19.1 29.9.19 Checkenclo.ed. tfaincr..11041« -hold -I loor 11ar. Name Address R"m a% 11.2 211 s it. State Zip rwNn.n,r 1n,mot. p 2I.71; 11.8

i1fe+..u.a4Re.4¡val1l,lQ(Mi Cleaners, Household -Floor 5 -Day Pads 14,615 .. Armstrong Wood 9,889 ...5.4 Fresh 11,041 .. Bruce 1,918 ... 1.0 Manpower 10,771.. Johnson's Glo Coat 26,388 ...14.3 Mennen 31,728 ..ll Johnson's Klear 41,887 ... 22.7 Mum 34,274 .. Simoniz Wax 38,140 ... 20.7 Right Guard 56,525 .. 184,221 Zf Secret 40,073.. 14 Cleaners, Household 273,445 Furniture Polishes and Waxes Deodorizers -Room Dust 'n Wax 10,549 ...9.3 Florient 19,469 ... ¢; Endust 29,011 ... 25.6 Glade Mist 13,045 ... 2E Johnson's Jubilee 9,288 ...8.2 Wizard 13,827.. Johnson's Pledge 39,206 ... 34.6 46,341 Johnson's Pride 9,258 ... 8.2 Depilatories Simoniz Tone 15,896 ... 14.0 JayWatsonwasnamed assistant Nair 113,208 general manager_ for WJBK-TV De- 9,955 .. Neet 4,375.. Cleaners, Household -Oven troit. Mr. Watson will be responsible 14,330 Dow 27,173 ... 30.3 for programming, promotion, pro- Desserts Easy -Off 25,255 ... 28.2 duction, and operations. Previously, Easy -Off Spray 12,755 ... 14.2 Jell -0 Gelatin 26,730 .. Oven -Guard 24,437 ... 27.3 he was general manager for WFAA-TV Jell-O Instant Pudding 10,707 .. 89,620 Dallas. Je11-O Pudding & Pie Filling 4,452 .. Cleaners, Household -Window Jell -0 Whip and Chill 6,723 ... Ajax 13,833 ... 17.1 Pertussin Vaporizer ... 28,709 ... 21.5 Royal Gelatin 9,488 ... Easy -Off 25,611 ... 31.7 Vicks Nasal Spray .... 8,787 ...6.6 58,100 Gold Seal Glass Wax 11,837 ... 14.7 133,584 Windex 29,484 ... 36.5 Disinfectants 80,765 Cold Remedies -Salves and Ointments Glade 35,825 .. For Relief of Pain Lysol 31,258 .. Cleansers (Scouring Powders) (Including Muscular) 67,083 Ajax 25,653 ... 42.8 Ben -Gay 31,288 ... 29.3 Dog Food Comet 30,299 ... 50.5 Deep Heat 22,493 ... 21.1 Alpo 15,742 ... Dutch 4,019 ...6.7 Heet 18,628 ... 17.5 Dash 17,844.. 9. 59,971 Infra -Rub 5,515 ...5.2 Friskies 15,031 ... 7. Mentholatum 15,742 ... 14.7 Coffee Gaines Burgers 8,228 ... 4. Musterole 6,547 ...6.1 Chase & Sanborn, Instant 25,990 ...14.0 Gravy Train 26,606 ...14. Vicks Vaporub 6,537 ... 6.1 Decaf 29,830.. .16.1 Hartz 15,444 ... 8. 106,750 Maxwell House, Inst 29,527 ...15.9 Ken -L 27,283 ...14. Maxwell House, Reg 21,840 ...11.8 Condiments Milk Bone 16,890 ... 8. Nescafe 15,741 ...8.5 A-1 Sauce 15,943 ...11.0 Prime 14,257 ... 7. Sanka, Instant 27,264 ...14.7 Del Monte Catsup 2,359 ... 1.6 Purina 32,297 ...17. Sanka, Regular 35,492 ...19.1 French's Mustard 13,963 ...9.7 189,622 185,684 French's Worcestershire 6,744 ...4.7 Fabric Softeners Heinz Ketchup 17,881 ...12.4 Cold Remedies - Downy 28,195 ...25.. Hunt Catsup 87,761 ...60.7 Cold Tablets & Pills Final Touch 34,323 ...35.:'. 144,651 Coldene 10,069 ... 7.2 NuSoft 34,163 ...35.; Contac 48,705 ... 34.9 96,681 Direxin 29,567 ... 21.2 Cream Substitutes Dristan 36,817 ... 26.3 Coffee -Mate 38,938 ...76.9 First -Aid Medication Groves 4 -Way 14,570 ... 10.4 Pream 11,727 ...23.1 Johnson's Cream 14,178 ... 28.: 139,728 50,665 Medi-Quik Spray 2,083 ... 4.: Vaseline 33,759 ... 67.` Cold Remedies - Denture Adhesives 50,020 Cough & Sore Throat Ora -Fix 9,678 ...3.15 Footwear Actin 28,709 ... 24.4 Poli -Grip 19,390 ...63.2 Dristan 8,830 ... 7.5 Snug Denture Cushions 1,633 ...5.3 Hush Puppies 19,194 ... 69.f'd Fletcher's Syrup, Children12,436 ... 10.6 30,701 P -F Canvas 6,687 ... 24.2 S' Isodettes 44,743 ... 38.0 Randolph Canvas 1,696 ... 6.2 St. Joseph's Syrup, Denture Cleaners 27,577 Children 18,258 ... 15.5 Dentu-Creme 11,550 ...19.2 Frostings Spectrocin-T 4,767 ...4.0 Ora 6,923 ...11.5 Betty Crocker 23,397 ... 30.111 117,743 Polident 41,730 ...69.3 Pillsbury 54,310 ... 69.9 60,203 77,707 Cold Remedies -Nose Drops, Sprays, Inhalants, Vaporizers Deodorants Fruit Juices & Drinks Contac Nasal Mist... 33,078 ... 24.8 Arrid 29,269 ...10.7 Birds Eye Awake 4,182 ... 3 '. Dristan Mist 52,630 ... 39.4 Ban 26,444 ... 9.7 Florida 19,456 ... 18 Dristan Vaporizer 10,380 ...7.8 Calm Spray 18,705 ...6.8 Hi -C 14,360 ... 13.4

Television Age, April 11, 1966 62 Abby 5,055 ...4.7 Derma Fresh 36,932 ...22.1 Green Mint 7,153 ... 7.6 )cean Spray Cranberry 22,031 ...20.6 Dermassage 1,988 ... 1.2 Lavoris 17,573 ...18.8 ;unsweet Juice and Fruit 4,499 ...4.2 Jergens 43,701 ...26.2 Listerine 40,058 ...42.8 'ang 32,140 ...30.0 Noxzema 18,205 ...10.9 Micrin 18,465 ...19.7 Vetch's Frozen Juice 5,470 ...5.1 Pacquin's 29,789 ...17.8 93,538 107,193 167,099 Moving Services :asoline Headache Remedies -Adult Allied 3,391 ...71.7 fobil 10,755 ...16.6 Alka-Seltzer 81,036 ...18.7 American Red Ball 1,338 ...28.3 ,hell 39,035 ...60.3 Anacin 132,146 ...30.4 4,729 .exaco 14,958 ...23.1 Bayer Aspirin 70,194 ...16.2 64,748 Bromo -Seltzer 4,499 ... 1.0 Ovens and Stoves 19.4 Bufferin 85,926 ...19.8 General Electric 4,128 ... lair Products -Coloring 4,499 ...21.2 Excedrin 60,538 ...13.9 Hotpoint 'asual 31,080 ...15.1 434,339 Westinghouse 12,605 ...59.4 ;lairol 121,212 ...59.0 21,232 kw Dawn 38,585 ...18.8 Headache Remedies -Children (oreen 14,394 ...7.0 Bayer Aspirin 53,147 ...76.0 Paint 205,271 St. Joseph's Aspirin 16,738 ...24.0 Du Pont Lucite 16,425 ...30.5 69,885 Kem Glo 9,880 ...18.3 lair Products - Super Kern -Tone 18,582 ...34.5 ;rooming Preparations, Men Insurance Testor Spray Enamel 8,994 ...16.7 rylcreem 50,372 ...42.4 Aetna 1,538 ... 1.2 53,881 ode 10 14,719 ...12.4 Allstate 29,369 ...22.5 core 30,085 ...25.3 Continental 21,809 ...16.7 Paper Towels and Tissues 41.7 italis 7,284 ...6.1 John Hancock 15,638 ...12.0 Kleenex 45,796 ... iildroot 16,270 ...13.7 Liberty Mutual 6,465 ...4.9 Scott 63,999 ...58.3 118,730 Mutual of Omaha 23,790 ...18.2 109,795 lair Products -Permanents Prudential 21,051 ...16.1 Peanut Butter obbi State Farm 11,136 ...8.5 Jif 23,316 ...38.7 3,389 ...12.7 130,796 ilt 6,113 ...22.9 Peter Pan 22,991 ...38.2 23.1 dyer Curl 2,462 ... 9.2 Jams & Jellies Skippy 13,887 ... oni 14,781 ...55.3 Kraft 4,951 ...47.5 60,194 26,745 Welch 5,470 ...52.5 Photocopy Equipment (air Products -Rinses 10,421 Apeco 3,531 ...26.8 47.0 lberto V 05 20,725...29.0 Lawn and Garden Products Kodak 6,192 ... 26.2 reek 7,101 ...9.9 Armour 4,308 ...29.9 3M 3,457 ... ady Clairol Hair So New24,612...34.4 Scott 10,116 ...70.1 13,180 ame 19,125...26.7 14,424 Photographic Equipment -Consumer 71,563 Light Bulbs Honeywell Cameras ... 1,707 ...3.4 air Products -Setting Lotions General Electric 13,682 ...52.3 Kodak Cameras and Film48,990 ...96.6 reek Hair Set Mist.. 13,132...54.6 Westinghouse 12,468 ...47.7 50,697 eck Hair Set Lotion 10,446...43.5 26,166 stique Pipe Tobacco 463...1.9 Carter Hall 4,767 ...27.4 24,041 Margarine Blue Bonnet 9,520 ...21.4 India House 5,679 ...32.6 air Products -Shampoos Fleischmann 16,808 ...37.9 Pipe Major 1,669 ...9.6 lberto V05 30.3 71,334...20.8 Imperial 6,475 ...14.6 Sir Walter Raleigh 5,279 ... eck 26,872...7.8 Kraft 9,901 ...22.3 17,394 Aden 16,036...4.7 Mazola 1,694 ...3.8 tlo Potatoes -Instant 26,677...7.8 44,398 Bad and Shoulders Borden 5,377 ...26.9 83,057...24.2 lstre-Creme Milk and Milk Products French 14,643 ...73.1 27,329...8.0 fáipoo Borden 37,548 ...34.4 20,020 13,069...3.8 ell Carnation 51,871 ...47.5 61,236...17.9 Reducing Aids hdue Kraft 19,802 ...18.1 16,902...4.9 Ayds Reducing Candy . 8,007 ...35.2 342,512 109,221 Metrecal 14,734 ...64.8 22,741 Ile Products -Sprays Mixes -Cake torn Betty Crocker 50,117 ...37.2 14,249...21.3 Salad Dressing berto V05 Duncan Hines 31,006 ...23.0 ...29.7 30,102...45.0 Frenchette 13,621 Ilene Curtis Pillsbury. 53,590 ...39.8 4,302... 9.4 7,774...11.6 Good Seasons bite Rain 134,713 14,716...22.0 Kraft 9,901 ...21.6 Kraft Miracle Whip 4,951. ..10.8 66,841 Mixes -Pancake Wishbone 13,157...28.6 sad and FaceLotions Aunt Jemima 19,740 ...30.3 45,932 d Skin Conditioners Pillsbury 45,463 ...69.7 mpana Italian Balm 65,203 Sauces and Gravies 674... .4 spans Chef Boy-Ar-Dee 5,213... 6.8 10,116...6.1 ep Magic Mouthwash Contadina 7,888 ...10.4 25,694...15.4 Colgate 100 10,289 ...11.0 Franco -American 5,372... 7.1

'levision Age, April 11, 1966 63 French's Mixes 24,768 ... 32.5 Hunt 32,911 ... 43.2 'A New Level of Responsibility' 76,152 The best of the country's radio and television stations are reachin Scouring Pads a new level of responsibility in their news operations, says William A. Brillo 14,925 ... 34.7 Wood, associate professor of journalism at Columbia University. Robie 12,010 ... 27.9 In an article in the Columbia Journalism Review,, based on materia 3,457 ...8.0 Scotch Brite gathered for a forthcoming book, professor Wood cites numerous exam S.O.S. 12,680 ... 29.4 43,072 ples of station alertness and enterprise in covering news. "These instances ofjournalisticresponsibilityin moments ofcrises,indaily news Shave Products -AfterShave Lotion 32,426 ... 57.6 coverage, in investigative work, and in editorializing are not isolated Aqua Velva ones," he says. "Dozens of other stations in other cities have similar Citation 1,321 ... 2.3 Mennen Afta Shave 9,374 ... 16.7 stories. Certainly thisisfar from a universal condition. For every Mennen Skin Bracer 6,042 ... 10.7 broadcaster who can show courage and enterprise, there are more Yardley Black Label 7,098 ... 12.6 who cannot. 56,261 "But where it does exist, the vigorous effort of stations as well as Shave Products -Cream networks is paying off. My finding is that broadcast news leaders are Aero Shave 13,277 ...6.9 growing in stature in their communities. People are relying on them as Aqua Velva 63,926 ... 33.3 people have long relied on good newspapers." Burma Shave 14,316 ... 7.5 The stations specifically cited by professor Wood include WCCO-TV Gillette Foamy 50,198 ... 26.1 Mennen Sof' Stroke 1,947 ... 1.0 Minneapolis, WTVJ Miami, KMOX-TV St. Louis, KCRA-TV Sacramento, Noxzema 14,918 ... 7.8 WGN-TV Chicago, WSB-TV Atlanta, WXYZ-TVDetroit, KOGO-TV San Diego, Palmolive Rapid 15,494 ... 8.1 WMCA New York and WOOD -TV Grand Rapids. Schick Hot Lather 14,085 ...7.3 Concludes professor Wood: "The prestige that a sound journalisti Rise 3,969 ...2.1 job brings to broadcasters is not going to charm all the backsliders i 192,130 the industry into paths of righteousness, but it is going to bring som Shave Products -Lotions (Electric) of them in. And every time a new member is added to the club, every Mennen Pre -Electric.. 1,696 ...21.9 body gains." Williams ,Lectric Shave 6,040 ...78.1 7,736 Woodbury 10,187 ...4.5 Pepsi -Cola 6,388 .. Shave Products -Razor Blades Zest 6,113 ... 2.7 29,560 66,422 ...58.7 226,012 Gillette Soups Personna 21,258 ...18.8 Campbell 62,464 .. Wilkinson 25,566 ...22.6 Soaps and Detergents -Liquid 113,246 Lipton Mixes 3,732 .. All, Cold Water 6,723 ... 2.2 66,196 Chiffon 20,128 ...6.6 Shoe Polish Ivory 31,732 ...10.4 Starch 12,340 ...31.4 Griffin Joy 43,130 ...14.2 Easy -On 11,287.. 26,901 ...68.6 Johnson Lux 49,471 ...16.2 Niagara 4,215.. 39,241 Swan 31,183 ...10.2 15,502 Thrill 29,181 ...9.6 Sleep Aids Stomach Distress Aids, Trend 7,672 ...2.5 4 Nytol 31,977 ...33.2 Vel 35,462 ...11.6 Antacids and Laxatives 22,803 ...23.7 7.E Sleep-Eze 50,042 ...16.4 Bisodol Tablets 18,244 41,455 ...43.1 Wisk Sominex 304,724 Carter's Little Pills 17,861 7.4 96,235 Chooz 6,756 2.E Soaps and Detergents - Correctol 9,956 4.1 Snacks Doan's Pills 11,955 5.0 15,307 ...11.9 Powder & Tablet Cheetos Ex -Lax 10,643 4.4 8,810 ...6.9 Ajax 46,537 ...13.6 Franklin Peanuts Feen-A-Mint 6,387 2.6 60,627 ...47.2 All 20,046 ...5.9 Fritos Corn Chips Fletcher's Castoria 9,840 4.1 12,940 ...10.1 Borateem 13,759 ... 4.0 Jiffy Popcorn Haleys M.O. 13,057 5.4 4.0 Breeze 18,074 ...5.3 Planters Peanuts 5,181 ... 9.4 Cascade 3,521 ... 1.0 Pepto-Bismol 22,682 Ruffles Potato Chips 22,960 ...17.9 13.6 Cheer 46,597 ...13.7 Phillips Milk of Magnesia 32,718 Sunshine Cheezit 2,629 ...2.0 6.9 Dash 31,210 9.2 Phillips Tablets 16,640 128,454 36,102 15.0 Duz 17,265 5.1 Rolaids 28,277 11.7 Ivory 30,269 8.9 Serutan Soaps and Detergents -Bar 241,118 Camay 22,127 ... 9.8 Oxydol 29,140 8.5 I Dial 49,083 ...21.7 Salvo 22,772 ... 6.7 Sugar Substitutes Dove 4,047 ... 1.8 Tide 57,742 ...16.9 Sucaryl 15,700 ... 57.8 Ivory 29,392 ...13.0 Trend 4,019 ... 1.2 Sweeta 4,767 ...17.61 Lava 6,113 ...2.7 340,951 Sweet -10 6,676 ...24.6 Lifebuoy 9,512 ...4.2 27,143 Lux 34,357 ...15.2 Soft Drinks -Carbonated Syrup Palmolive 49,041 ...21.7 Coca-Cola 19,336 ...65.4 Log Cabin 13,174 ... Sweetheart 6,040 ... 2.7 Dr. Pepper 3,836 ...13.0

Television Age, April 11, 64 Butterworth 17,427 ... 56.9 Transfer (Continued from page 34) But when this tape is transferred 30,601 to film and projected on a 4' by 6' atvarioustimesthroughoutthe evasion Sets or larger screen in a darkened the- school year. iral 6,624 ... 11.7 atre - what a difference!Itisa M,,rola 17,310 ... 30.7 But there is a wider aspect. Many moment of truth which can last an R A 16,330... 29.0 State, County and City school boards agonizing hour.. W inghouse 16,143 ...28.6 aresettingupcentral"clearing- 56,407 But .asthese are the conditions houses", cataloguing the taped lec- under which at least some of the is tures in the possession of the various tape -transferswill be seen,every- ':;tone 15,297... 20.1 institutions under their jurisdiction thing possible must be done to insure Irich 30,281... 39.9 and circulating copies among them. high and even quality on the original Royal 30,357... 40.0 Since the same lecture may be re- 75,935 tape. quired simultaneously by alarge Ideally, tape shot for film transfer thbrush-Electric number of schools or colleges, the should be recorded with a camera eral Electric 11,430... 87.1 use of film -transfers rather than dub- equipped with a 41/2" image -orthicon eam 1,686 ... 12.9 13,116 bings of the original tapes results tube rather than the generally -used inahigh measureofeconomy. 3" one. Because of its greater resolu- cthpaste and Powder Furthermore, the films may be shown tionandtruegrey -scaleability ate 83,072 ... 20.0 on ordinary sound -projectors in cases (whites are rendered pure white and 87,967 ... 21.2 where the school is not equipped for 56,727 ... 13.7 blacks pure black) the 41/2" image - television. Lyon's Powder... 6,738 ... 1.6 orthicon can do much in itself to m 62,729 ... 15.1 This specialized use of film -trans- guarantee quality. a Durenamel 15,681...3.8 fers points up the necessity for the In fact, a film transfer made from Bans 50,372 ... 12.1 utmost quality in reproduction. In a tape shot by such a camera can odent 19,755 ...4.8 the fields of entomology, botany and White 1,135... .3 offer quality even after three genera- e 30,747 ...7.4 medicine, for example,itis often tions (i.e. original recording, A and 414,923 essential to show close-ups of micro- B editing and subsequent playback) scopically enlarged specimens. Clear- as good as a first -generation show- pangs ly, a film -transfer with a low degree in Whip 13,509 ... 56.2 ing of a tape made with the standard y Whip 10,521... 43.8 of clarity, resolution and true grey - 3" image -orthicon tube. But since, in 24,030 scale would lose much of its effective- many cases -such as educational tv ness as a teaching tool. -cost prohibits the installation of and Games It is, of course, a truism that no rican 8,791 ... the new 41/2" cameras, then the best 5.0 duplicate -whether tape or film -can ey and Smith 6,053 ...3.4 possibleresults must beobtained se Reading 49,672... 28.3 be better in quality than the original. with the standard tube. ro 8,813 ...5.0 This means that quality control has ier 9,335 ...5.3 to be rigidly maintained throughout Light Requirements el 71,554 ... 40.7 every step of the procedure -from This will require more care and n Bradley 15,420 ... 8.8 the original lensing to the final show- bow Craft 6,053 ...3.4 time to spend on set-up and lighting. 175,691 ing on the tv tube or projection Lighting must provide good front- screen. to -back balance; a greater artistic ap- e New developments in technology preciation of the use of cameras; in 3,893 ...59.6 are doing much to assist in this full close-ups, keeping shots as tight 2,641...40.4 never-ending quest for quality. For 6,534 - as possible to minimize background instance, the new Ampex VR-2000 distractions. a Fish videotape recorder offers a standard Quality control of source material It -0' -Chicken 7,871 ...17.2 of performance and quality hitherto is,infact,soimportantthatit cen of the Sea 24,192...52.8 unattainable. Known as "high band", should not be a vague, shared re- Kist 13,781...30.1 45,844 itis basically an extension of the sponsibility among technical director, limits of the video band to provide camera operator, videotape recordist, mains more room for color and separation. and director. iks 8,971...9.0 The result is that even third -genera- It should be the distinct responsi- k -Day 67,692...67.7 tion dubbings have a quality essen- bilityof one man -and since this bs 23,270...23.3 99,933 tially equal to the master. The ever- aspect of the operationislargely increasing use of color in taping - one of engineering, should fall within king Machines plus the need for multiple copies for the purview of the technical director. oint 4,499...21.3 inghouse syndication -has literally forced the Should he not be an engineer, then 16,660...78.7 21,159 industry into greatly improved stand- the responsibility should lie with the ards of video-tape recording. recording engineer. The point is that

oision Age, April11, 1966 65 the onus should be pinpointed. Tall St.(Continued from page 55) EB (Continued from page 31) Quality control must also be followed through to the laboratory. For films and was also the slowest to For the April 28 telecast of itis here that the final answer to release its post -48 library to tv. For WorldofJacques -YvesCouste the question-good or poor quality? its group of 700 pre -48 films it ob- National Geographic isrunning -is forthcoming. tained a price of $48 million from 40 -page updating of theCoustt In keeping with the "unified con- MCA (full payment has not been story in its April issue. There's a trol" philosophy, the producer will made yet and won't be for three a possibility, Mr. Robling said, ti be well advised to choose a labora- more years). Then in 1964 it began the specials will be rerun this su tory which houses all operations- releasing some of the post -48 films mer. at very handsome prices to the net- tape-to-film, film -to -tape, tape -to -tape Britannica'ssponsorshipof 4 as well as the usual motion picture works on a leasing basis. Geographicspecials,Mr.Robli processing operations - under one said, has been "the wedding of t roof. How often has one heard the High Earnings.Paramount has been informational giants." The combir excuse for poor quality-"Well, we able to work its way through the tion of EB, Geographic and CBS -T put all our developing and printing crisis period for the film industry he added, has had a "synergisti out to another lab, and we can't be without imparing its film -making ca- effect on the company's overall pt responsible for their poor work!" A pacity, keeping its earnings high and lic-relations and corporate advert laboratorywhichseesallwork maintaining its highly prized $2. an- ing efforts, and on the direct sellir through from the acceptance of the nual dividend policy. The report for "The telecasts have filled the salt original tape to the delivery of the 1965 is not out yet but chances are men withenthusiasm andcon finished film -transfers offers a bet- the company will show earnings in dente," Mr. Robling remarked, ter guarantee than one which "farms the neighborhood of $3.50 per share confidence which transmits itself or better. In 1964 Paramount earned presentation." $4.22 per share. Costs: Film Transfers vs. Thecontestshaping upstems Tape Dubs -30 Mins. strictly from the desires of two stock- Lead Selling J. holdersanddirectors-Herbert The Encyclopaedia No. copies Cost per each Britanni Siegel and Ernest H. Martin-to gain salesmen do no cold canvassing. Tht Film Tape a greater voice in and perhaps con- follow up leads obtained in a nur trol of, the movie -maker. Although 1 $285 ber of ways-from coupons in n $180 neither man has any extensive ex- 10 tional magazine ads and in supe 68.35 180 perience in motion picture produc- 20 51.19 180 tion, they have been active in the market displays, and to a lesser dt 30 gree, from telephone solicitation. BI 45.52 180 theatrical world, particularly the le- 40 43.45 180 with the prestige of the tv specia gitimate theatre. To offset their chal- 50 36.82 180 lenge, which rests basically on the further enhancing that of Britannic fact that Paramount's board of di- the salesmanis presumably aIt out" part of the operation. A re rectors included Mr. Zukor and other closer toclosingasale when b sponsible laboratory will also run a veterans of the early battles of the calls on a lead. quality test on the client's tape be- industry, the management last month Mr. Robling noted that other er fore committing him to the expense nominated two new directors for the cyclopaedias do notadvertisef of finished transfers. In most cases, board, Charles Bluhdorn and Gerald leads, nor use primetime tv for a this test will be carried out without Ruttenberg. advertising. He estimated that charge to the client. A one -minute Paramount's basic position is the spends a total of from $3.5 to $ excerpt from the tape will be trans- envy of the industry in that it has million annually for all of itsac ferred to film and returned to the plenty of cash, no debt, a world-wide vertising.No breakdownbetwee: client with expert comments as to its ownership of theatres and a good corporateandleadexpenditure acceptabilityforprojection.The studio. Last year it also obtained a could be made available. client can then decide for himself younger chief executive in George Traveller Wanted, the most im whether he wishes to undertake the Weltner, an exhibitor who had been pressive of the current EB commer film -transfer transaction. Mr.Balaban'schiefassistantfor cials, employs a single camera move With therapidly -increasinguse many years. Under Mr. Weltner's ment, at a constant rate of speed, tt of color for both programs and com- guidance the company has adopted give the viewer the impression of mercials, the producer will, of course, an aggressive production campaign steady progression, "a distant voyage' make sure thelaboratoryof his inits West Coast studios, reached through vast realms, with dissolv choice is fully equipped with modern agreements with many of the major from an enlarged drop of water tt machinery to handle color transfers independent film producers and is the bottom of the sea to high alpint from color tape, or to dub color tape now out to carve a bigger slice in the peaks to prehistoric cave dwellings in color. tv film program field. to outer space. It was produced at

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A SERVICE OFTELEVISION AGE$2.00per copy a joint project of McCann's Chicago Newsfront (Cont'd. from 21) Answers to Tv Feedback office and Georg Olden, head of In- 1. Sixty-three per cent preferent. terpublic'sCenterforAdvanced Campaign Objectors.It would ap- tainment specials over the resin Practice,andexecutedby Horn - pear that those people who watch tv programs they replace.

Griner. The copy was created in Mc- most object most to the medium's 2. Seventy-two per cent prefers. Cann-Erickson's Chicago office, which Presidential campaign coverage. Of cial current events coverage over I handles the EB account. Another those who watch it seven or more regular programs they replace. color spot shows :a group of children hours a day, 68 per cent object to the 3. Fifty-nine per cent think tW studying intently, with the tagline, amount of campaign coverage;of should be more information í "With EB, the library never closes." those who watch it one hour or less grams; 17 percent, more entert; Schnitzer Productions in Hollywood per day, only 35 per cent object. ment programs; and 24 per 11 made the film. Those with the least education prefer same as now. less campaign coverage than those Athirdcommercialshowsa 4. Forty-two per cent would like youngster swamped by the "knowl- with the most. Fifty-five per cent of the viewers with some high school see less program credits; 13 per ct edge explosion," up to his neck in more; and 44 per cent same as no a sea of books, documents, papers. education think there is too much, 5. Forty-nine per cent think there "Help him now." One of the lines while 37 per cent of the post -graduate viewers think it's too much. too much Presidential campaign ce in the film is, "EB has revised more erage; 39 per cent think there', t material in the past five years than For almost two years, usually twice weekly, WBBM-TV has been solicit- right amount now; and 11 per ct is contained in any other encyclo- say not enough. paedia." The revision has been going viewers' opinions on subjects as 6. Forty-three per cent think the ing on for nearly two centuries. diverse as traffic control, Vietnam, birthcontrol,religion,education, should be less announcements at t end of one program for the next pi Leader in the Field and civil rights. TheFeedback polls are normally slippedintoregular gram; 19 per cent want more; al 37 per cent think it's about rig The company was begun in Edin- newscasts with the audience marking now. burgh in 1768 by a group of Scot- its answers on punch -cards supplied tish gentlemen. Even today the colo- by the station. But the station felt an 7. Television coverage should be pe phon of EB remains a thistle. In hour prime time primer was called mated in courtrooms? Yes -42 p 1900, the British encyclopaedia was for to stimulate viewer participation cent, No -56 per cent; in city con and thoughtful response. cil meetings? Yes -80 per cent; P acquired, plates, copyright and all, -19 per cent; in Congress? Yes by a pair of Americans, who con- Windy City viewers learned the results of their poll at a special broad- per cent, No -22 per cent. tinued torevise it and bring out cast March 22. According to Edward later editions. In 1923 EB was sold to 8. Shouldtvstationseditorialize R. Kenefick, vice president and gen- Yes -76 per cent; No -23 per cee financier Julius Rosenwald, the head eral manager of WBBM-TV, "The re- of Sears Roebuck, and sold for a 9. How many hours of tv viewing sults of thisFeedbackare the opin- time by mail-order through those "right" for the average person pi ions expressed by a self-selected sam- day? one hour or less-four percen stores.In1941,GeneralWood, ple of more than 10,000 viewers of who had become head of Sears, of- two hours -20 per cent; three hou this particular broadcast. This sam- -27 per cent; four hours -25 pi fered EB to the University of Chi- ple does not necessarily represent a cago, in exchange for $200,000 to cent; five hours -11 per cent; 6 an cross section of the Chicago area seven hours-four per cent each. cover inventory and plates. But the televisionaudience." The complete University was unwilling to enter a 10. Does tv help or hinder the edi results are also being sent to the cation of children? Helps -72 pt profit -motivated business. FCC, all Congressmen and Senators cent; Hinders -25 per cent. Then in stepped William Benton, in the WBBM-TV area;severalad- then vice president of the University. vertising agencies, and are available 11. Which should be the final j udg (He had retired in 1935 as head of to any television station that requests of what is shown on tv? Viewers - Benton and Bowles.)Mr. Benton them. 65 per cent; Network executives -1 bought control of the EB common Although tv testing has just come per cent; leading educators -16 pe stock, and had the preferred stock into vogue on two networks, CBS - cent; the advertisers-two per cent transferred to the trustees. Later the owned WBBM-TV and WCBS-TV New government agencies-three per cen University exchangeditspreferred York have runFeedback pollsregu- 12. Most tv programming is: excc stock holdings for royalty compensa- larly for some time. In September, lent-three per cent; good -29 pe tion. all five CBS -owned stations will run cent;fair -49 per cent; poor -1' Today the EB continues to be the a special five -stationFeedbacksimi- per cent. mostprestigiousofallencyclo- lar to the recent WBBM-TV poll. The 13. Willing to pay a small amo paedias, and in the business sense topic has not been announced, but the monthly to eliminate commercials b, is the leader in the field, in terms questions again will follow an hour's receive same programming: yes of dollar sales. discussion. per cent; no -71 percent.

68 Television Age, April 11,

in the picture

Lsi, notonlyhis custom but his tunity for the local advertiser." Mr. policy. Daniel Harrison Over - Overmyer believes that uhf can fill I yerrecently turned over full com- this gap: "the unavailability of tele- ol ad of one of hisoperating divi- vision time to the local advertiser. Ions to anew executive who has This is the area." re en given complete authority. The It is still too early to determine to I :xecutive is Robert L. Bryan and the what extent Mr. Overmyer can suc- omp:un he heads is Overmyer Corn- ceed in building a large and profit- icationsCorp., a relatively new able uhf group operation (he holds y in television and a relatively cp's for Toledo, San Francisco, New- MR. OVERMYER ual one in that it is outto estab- port (Ky.), Pittsburgh, Atlanta and The long-term view itself as a group owner of uhf Rosenberg,(Tex.)Itisnottoo ons. early to suggest that if he doesn't r. Overmyer is something of a make it, few can. At 40, he runs a ery man in broadcast circles for multi -million -dollar operation, started reasons: he is a stranger to the almost from scratch,inahighly fordthe long-term view."Ihope ness (he is from the warehous- competitivefield.Hisgrandfather profits grow quickly, but realistically indu-tr'I : and he tends to prefer hadbeeninthewholesalegro- I know we have to put our nose to n;mit.s head of D. H. Over - cerybusinessinToledo and his the grindstone. If anyone goes into r Warehouse Corp., the execu- father expanded it in the '30's. After this thing with the idea he's going to oversees an expanding empire the end of World War II (at the age make money quickly, he's a fool." includes warehouses in 55 cities of 22). Mr. Overmyer decided to be Mr. Overmyer served in the Army clients are most of the nation's "independent of the folks and set during World War II as a warrant stcorporations),a newspaper up my own company." By handling officer. He was a transportation of- a hank. Mr. Overmyer is reputed merchandise faster, by storing it in ficer, participated in the invasion of brought the same economies less space and at lower cost, and by Normandy and helpedset up the the distribution business as Sears, remaining flexible, he was able to Cherbourg harbor. Later, he served oehuck,ASP andotherchains grow :from Toledo to Cleveland to as an interpreter in a prisoner -of -war nought toretailing. Now that he Jacksonville,toTampa,Atlanta, camp. tsa moved intotelevision,particular - Memphis and Port Newark by 1954. uhftelevision,his talent for run- Because he is a big man (six foot, ting an efficient, economical opera - two inches, 230 pounds) he has ion is very much in need. Although he had always been in- thedistinctionof playingfootball terested in communications, it under Woody Hayes at Denison Uni- wasn'tuntilhe boughtaweekly versity in 1946 and 1947. However, )bviously. Mr. Overmyer isnot newspaper whose editor had been in he remained a fourth -string end be- at all daunted by the difficulties television that his interest was jog- cause, he admits, "My size was my establishing viable uhf operations ged. "I decided it was a good area only asset." ainst powerful vhf competition. He of capital growth," and he elected Mr. Overmyer devotes his leisure convinced that "it is easier fora to go after the Toledo channel. He time to his family (he lives in Green- oup operation to succeed in uhf." realized in the early '60's that pas- wich, Conn., with his wife and four

ore important. he believes that if sage of theall -channel law would children). Hetriestobirdshoot 'ou provide what the public wants, make it possible to succeed in Toledo every year and likes clay and trap to will succeed." Further. he thinks and in other markets. "This piqued shooting. He spent this past winter, st an important aspect of television my originalinterest because itof- when he could, sliding with his chil- is beencompletelyoverlooked- fered an opportunity for long-term dren on a hill near his home in the he local television marketis non- capital grog% th." As a builder, with family toboggan. He alsoadmits, iste nt, there is almostno oppor- depreciation advantages, he can af- "I'm not averse to golf."

decision Age, April 11,196(i 69 L THE LIGHTER SIDE Incamera

At the Society of Television Pio-subtle way of regulating program- And this little gem: neers' breakfast-fest during the NAB,ming? Commissioner Jahncke-? "I know one robin is not the a free -wheeling press conference took A. Would that broadcaster mind reason, place between some fictitious FCCgiving his name, please-? "But a single bat can make commissioners and some not -so -fic- Q. Finally, I see that E. William whole season." titious broadcasters. The participants,Henry at the back of the room has attired in Roman togas, symbolic ofa question. Chairman Henry-? * * * wisdom, had such names as "Lee Mr. Henry: "Could we have those Meanwhile, over at the NBC Lovable Jahncke," "Robert Lincolncostumes when you're finished with filiates banquet, comic Adam Ket Lee Haverlin," "Robert Taylor Texthem?" was telling of his troubles in make Hamilton," and "Kenneth A. Fetzer." a commercial for Isodettes lozenge Some of the answers to the ques- * * * He noted that when he did the sour tions of "Rep. Oren McCollough": track, he actually had laryngitis, Q. Commissioner Fetzer, have you More from the NAB: At the ABC "I got my cough free with Rate' been able to do anything about theAffiliates banquet, a dozen talented coupons"-and went to a doct problem of loud commercials? singersand dancerssatirizedthe office for treatment. "Is the docl A. Personally, I find that flushingbroadcasting industry. In one brief in," he whispered to the nurse. "Nc the toilet effectively drowns them out. scene, a golden -tongued packager of she whispered back, "come on it Q. Commissioner Hamilton, couldtv programs gave his definitions of- you explain what ex parte means? Hate Groups: people who don't be- * * * A. Yes,it means we've alreadylieve Les Crane can make a success- Even the non-professional comics made up our minds on a matter andful comeback. were in good form during most of don't want to be bothered any more. A new "sure-fire" show: one where the Convention. At the NBC banquet, Q. (From thefloor) :Commis- the idea's been done before. old-timer Harry Bannister said he sioner Hyde complains he has had And a trioofgirls sang such was the only man to be at the net- trouble placing political broadcasts couplets as: work long enough "to serve under on some stations. Mr., Haverlin-? "About The Fugitive, I most enough presidents to make up a base- A. Tell him to change parties. admire ball team." And Robert Sarno/J, in- Q. A broadcaster on the floor asks "How he can run and run- troducing the new top-level team of if a questionnaire on programs isn't a and never perspire." Goodman and Scott, said the fact the men began their terms on April Fool's Day didn't mean a thing: "The appointments are for real."

* At the Triangle Inn during the Convention, where record -breaking crowds gobbled up roastbeef sand- wiches and tankards of ale, "Red" Quinlan of WFLD-TV Chicago was cornered by a curious broadcaster who obviously had been beset by labortroublesathisstation.Ile noted that the WFLD studios were located in the Marina City apartment complex-a building which was built entirely by union funds. The station's neighbor is radio station WCFL (Chi- cago Federation of Labor),operated by the Unions. "With all this," in- quired the broadcaster, "how do you get away with running astation "To get ahead at this network, Frobisher, you sometimes that'salmost 100 percentauto- have to step on a few toes." mated?"

70 Television Age, April I1,1966 F /\1t

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