WAFBTV Puts 376,000 Homes in Channel 9, Baton Rouge BLAIR 100 My/M Contour! 1 \TELEVISION Hey, Bunch! How Would You Describe Your Audience?

7 JANUARY 17,1966; FIFTY CENTS helevlsion 11111, WIMP

he television audience is a many-splendored thing PAGE 21 advertising truly creative, or does it imitate? PAGE 28 ed up with James Bond? Go out and buy a comic book PAGE 30

11 Indiana University ri 3i JAN ? 4 1955

pother1st omthe

,der-in -the -Sky

WAFB-TV's new live color capa- bility-plus network color, local color film, local color slides- will make WAFB-TV the color stationinBaton Rouge and all of Central Louisiana! Color video-tape, on order, will make WAFB-TV the area's onlyfull color station, accepting any type ofcolor commercialsatno ' extra charge.

New 1,749 -ft. tower WAFBTV puts 376,000 homes in Channel 9, Baton Rouge BLAIR 100 my/m contour! 1 \TELEVISION Hey, Bunch! How would you describe your audience?

Cream. No matter how you slice it.

the Meredith bunch

MEREDITH BROADCASTING: KANSAS CITY KCMO AM FM TV; OMAHA WOW AM FM TV; PHOENIX KPHO AMTV; SYRACUSE WHEN AMfl

1 KTRKTV HOUSTON . ss +i"ad,xyla1 01a!`00, aRFa11t0t. nr0iIv.0 i{7I,{ a.' i.- "elevision Age, January 17, 1966 3 An JANUARY 17, 1966 Italian gin? Television Age Called Romantíco? 31QUINTILE QUANDARY? A look at that lowest -viewing segment of the audience-that is, if there really is one .. .

26WHAT'S AHEAD IN WASHINGTON Far from being a year of crisis, 1966 appears relatively calm so far as Congress and tv areconcerned

28'FIRST YOU DEFINE IT ...' Everybody talks about creativity, but, nobody-well, hardly anybody-ever does anything about it

32OOTV: LICENSED TO SELL James Bond may fade, but a new crop of heroes will make money for the charcater-licensingbusiness

DEPARTMENTS

10 Publisher's Letter 34Film/Tape Report Report to the readers Round -up of news 12 Letters to the Editor 43 Spot Report The customers always write Digest of national activity

15Tele -scope 45 One Buyer's Opinion What's ahead behind the scenes The easy way out

17Business Barometer 51Wall St. Report Measuring the trends The financial picture

19Newsfront 63 Inthe Picture The way it happened A man in the news

33Viewpoints 64 InCamera Programming pros and cons The lighter side

Television Age is published every other Monday by the Television Editorial Corp. SPECIAL COMPOUND DRY Publication Office: 444) Boston Post Road, Orange, Conn. Address mail toeditorial, advertising and circulation offices: 1270 Avenue of the Americas, RockefellerCenter, Gin from Italy New York 20, N. Y. Clrcle 7-7660. Controlled circulation postage paid atNew York, N. Y. and at Orange, Conn.

Television Age, January 17, 1966 6 Television Age VOL. XIII No. 13 Publisher S. J. Paul A word Editorial Director Dick Donnelly Managing Editor from Don Dunn Associate Editors Ed Dowling WGAN James L. Abernathy Financial Editor T. A. Wise radio -tv Advertising Norman Berkowitz Eastern Sales Manager Portland Marguerite Blaise Sales Service Director Lee Sheridan Maine Production Director Fred Lounsbury Circulation Director Carmen Fernandez Readers' Service Dept. Maureen Kelly Flanigan B usiness Office Miriam Silverman "OUR COMMON CAUSE" B ranch Offices Midwest On the Police Blotter of a town nestled Sunday paper insert under thetitle Paul Blakemore, Jr. near the banks of the Kennebec River "INTELLIGENCE REPORT" which 3120 St. John Road the following legend appeared Tues- stated (in part) "Television is a vast Des Moines, Iowa 277-2660 day, November 30. incinerator which each year burns up "4:15 p.m. Broke up small gang an incredible amount of garbage all of South of kids fighting on East Chandler which has to be replaced." Herbert Martin Street." In addition to this obvious lack of in- Box 3233A tegrity, the print elements run amuck Birmingham, Ala. 35205 It reminds one of the wholly uncivil 205-322-6528 war between segments of the Broad- in an effort to discredit and distort cast field, as Radio yells at Television the Broadcast picture. Some "intellec- West Coast and the vice runs versa not unlike "a tual" publications (noteably SATUR- Jules Thompson small gang of kids fighting." DAY REVIEW) are badly immersed William J. Healey in their self-made stew, as issues in The blessing of competition is not here 1965 found reviewers and writers de- Thompson/Sherman Company attacked but the top leadershipof votingentirecolumnstothrowing 681 Market Street RAB and TvB is open tocensure San Francisco, Calif. 94105 when their cudgels are bared to be smeared bricks at Broadcasting. 415-362-8547 used against each others interests. Such imbalance is well understood by all Broadcasters but our industry de- Stanley Sherman The real backbiters of Broadcasting serves good handling at least by thL Thompson/Sherman Company are found among the print ranks and membership. 6290 Sunset Blvd. it is against them we should stand in Radio and Television, as well Hollywood, Calif. 90028 the worthy efforttogetthe right as 213466-8321 story to our viewers, listeners and ad- CATV, UHF, Pay -TV and anything vertisers. else America produces in aural and visual communications should stand Umber of BusinessPublications All too often one reads the comment together in showing the merits of its Audit of Circulations, Inc. such as that run in a recent PARADE individual members.

SPA TELEVISION ACE is published every other tlonday by the Television EditorialCorp. Vice President editorial, advertising and circulationoffice: 270 Avenue of the Americas, Rockefeller :enter, New York 20, N. Y. Phone:CIrcle 7660. Single copy: 50cents. Yearly sub- cription in the U. S. andpossessions: $7; .anada:$7; elsewhere:$15.Copyright GUY GANNETT BROADCASTING 5 by Television EditorialCorporation, SERVICES 70 Avenue of the Americas,Rockefeller :enter, New York 20, N.Y. Theentire counts of TELEVISION ACEare protected by pyright in the U. S. and inall countries CBS TELEVISION ignatory to the Bern Convention and to NAB le Pan-American Convention. THE JOHN BLAIR COMPANIES TAC BPA MORT BASSETT CO. elevision Age, January17, 1966 Letter from the Publisher

JUST OFF Is Color Worth the Cost? The Association of National Advertisers has provided its members THE PRESS with a useful study of the effectiveness of color television commercials. While most advertisers are convinced of the greater impact of color commercials over black -and -white, they have rightfully ques- tioned whether the color commercials are worth the additional cost. The ANA study, conducted by Gallup & Robinson, yielded some interesting and qualitative results. There has been much research clone, and reported on in detail by TELEVISION AGE, on the bonus color audience, aswell as the rating differential of color programs in color homes versus the same program in black -and -white homes. However, outside of a study done several years ago by Avco, there 20th. edition has been no research on the effectiveness of color commercials versus The complete directory black -and -white. and basic reference guide of The ANA study completed 399 interviews in homes with color international radio and sets. These color households were located in 14 states,giving a x geographical cross-section. The study provided a basic quantitative laCladinq anM weve, teedlum ware 515 ttetlam ima* measure called Proved CommercialRegistration orPCR.The PCR wulimaps, anti steer date. Caaglttqmáea re was arrived at by the percentage of womenexposed to the commercial who could prove commercial recall the ,day following the telecast. The results showed that four color commercials broadcast on a network show scored an average Proved Commercial Registration that was 55 per cent higher than four black -and -white commercials 1966 WORLD RADIO broadcast on a competing network color show. This study provided documentation for the ANA members who might have been hesitant TV HANDBOOK in spending the additional money for color commercials. It is for The indispensable and complete this reason that approximately 80 percent of the commercials being guide for identifying broadcast sta- produced are being shot in color. The complete study is available tions in every country of the world. by writing to the Association of National Advertisers, or to the A complete listing of all short wave Readers Service Department of TELEVISION AGE. stations, foreign broadcasts, long and medium wave stations, tv sta- Unwarranted Move tions and personnel. The World Radio TV Handbookistheonly Lord Hill of Luton, the head of the Independent Television Au- guide of its kind, used by broad- thority of Great Britain, charmed the members of the International casters,tvstations,technicians, Radio & Television Society last month with a speech of pungent amateurs, shortwave hobbyists, humor and dry wit and amusing anecdotes. However, behind this diplomatic corps and advertising barrage the most powerful man in British tv failed to face up to a agencies throughout the world. major issue in Anglo-American television relations-and that is the reduction in the number of American programs on British television For information, write between the hours of eight and nine in the evening. Interestingly enough, the United States is now buying more product in dolla volume from the British than the Americans are selling to the British. World Radio TV Handbook The move, therefore, was not warranted. It comes at a time whe Sundvej, 6, Hellerup, Denmark relations between the two countries in television programming should be coming closer rather than further apart. or Cordially, 1270 Avenue of the Americas New York, N. Y. 10020 4A-a¿,<2 10 Television Age, January 17, 1966 Ito turned th clock back +d made news? w ABC Owned Television Stations. ile back our New York station. WABC-TV, t two simple facts together. Two and a half Ilion adults were home at 5 p. m Yet no York station was programming news that time fat did they do about it? Turned back the i,ckOnJanuary 3rd they premiered 'he 5 0 Clock News Murphy Martin and 1 Beutel cover the local and regional ry Then at 5 45 Peter Jennings takes over th the world-wide report. using the full :blithe' of the ABC News Department. sAngeles K ABC-TV had started this trend u y back in August 1964 with their "News fur Sincethen they've greatly increased le sire of their audience And Chicago's 4 3K B -TV is now doing the same thing. 410 turned the clock back and made 4 ws% The television stations that arc ping up with the times. SC Owned Television Stations lac tv s.. V.. WIVZTV ~I

h Cur impet 11111C Tv_ Les £. ~, O TV sari s..ww mots 7

a!-

`!. &. e, ...w,, -w . w Surd alb- MI/ 1001~ Me rssassob~ illsoM are most pleased with the results and mas with the GI's in Korea. 1 et w I think you certainly captured well here in Pawling, in the rolling hills the flavor and substance of our dis- of Dutchess Counts-, knew another Ed Letters cussion. Thank you for generously Murrow-drising atractor on his giving time and effort to report on Glen Arden farm, slashingaleft to the this new activity at MenJ. handed drive on the local golf course, Editor or fly-fishing in a Quaker Hill brook. PETER GODFREY Certainly Ed's heart w as here in Executive Vice President Dutchess County and of all the honors .%Ienley & James Laboratories received, none would please him more Ratings Customers Philadelphia, Pa. In your very interesting feature, than the establishment of the Edward A Housewife is Not a Home, you R. Murrow Memorial Park in Paw l- have produced a table on page 58 ing. For many years there has been a genuine need for arecreational which implies that Needham, Harper Research Needed park for the community. Recently 82 & Steers uses neither NSI nor ARB. It was encouraging to read Mary Just for the record, at this point in McKenna's pleas for television indus- acres of beautiful open wooded land bordering the village was purchased time, NH&S uses both services. We try cooperation in support of meth- go to NSI solely effective April 1, odological research to establish and for this purpose by the local Lions Club with the benefit of a substantial 1966. improvetechniquesofmeasuring audience levels (Why Short -Change mortgage. On May 23. 1965, the area LYRON T. McMURTREY was dedicated and named the Ed- Research?, Jan. 3, 1966).I hope that Director of Media Research the challenge so effectively presented ward R. Murrow Memorial Park. Needham, Harper & Steers, Inc. in the article will not go unheeded. Now various organizations and in- Chicago, Ill. As a leader in the constant struggle dividuals are bending to the task of Thanks for providing that chart for the availability and improvement raising funds for the creation of park of current tv rating service usage by of more reasonable research data, facilities . . .In that connection the major agencies.... The article that Mrs. McKenna is once again to be committee earnestly solicits contribu- it appeared with was also quite in- congratulated. tions to this living memorial. Con tributions are tax-deductible. Cher I- teresting. ART HELLER should be made payable to "Murrow JAMES A. LANDON Vice President and Associate Memorial Park Fund" and forwarded Director of Research Media Director to Box #582, Paw ling, New York. Post -Newsweek Stations Benton & Bowles, Inc. LOWELL IliumAs Washington, D.C. New York, N.Y. Pawling, N.1.

Public -Service Effort Murrow Memorial

1 have just read the article (News- Most of us think of Ed Murrow in front, Dec. 20, 1965) based upon our international terms - Londonin Color Compliment interview several weeks ago.... we flames, a bomber over Berlin, Christ- Your Color Present, Color Future issue is the greatest summaryet of the status of color in our medium. The feature stories are thorough, pro- SUBSCRIPTION SERVICE vocative and informatis-e. The station -

PLEASE INCLUDE A 11.1I VISION AGE ADDRESS LABEL TO INSURE by -station rundown of color faciliti, - PROMPT SERVICE WHENLVER YOU WRITE US ABOUT YOUR SUBSCRIP- is extremely valuable. In short, j u-1 TION. about even thinginthe magazine Mail to: TELEVISION AGE contributes substantially to the knowl- Circulation Department 1270 Avenue of the Americas NAME edge of where color television stands New York, New York 10020 and where itis going. TO SUBSCRIBE mail this form ADDRESS The book Is ill be my directory with your payment and indicate ( ) new subscription or ( ) the subject for the year to come. renew present subscription. CITY STATE ZIP CODE ROBERT L. HUTTON JR. Subscription Rates in the United StatesandCanada; 1 year CHANGE OF ADDRESS. If you're moving, Vice President $7.00; 2 years $10.00. Subscrip- please let us know four weeks before changing Edward Petry & Co.. Inc. tion rates for all other countries your address. Place magazine address label here, available on request. print new address above. New Yorh.

12 Teterisien Age, January 17, 1900 _R%DY HE'S NO. 1 N / YORK WCBS-TV - Number one in s lmday through Friday time period. ráin homes...First in rating and share... rs'n total viewers...First in men... r n younger women... First in teenagers. \4;HINGTON, D.C. WTTG-Number one in nine period, delivering more homes, o teens, and more children than all its )rí^etition in the market. Lit ANGELES KTTV - Number one rated children's program in the entire a'ht for the month of October, 3ring an average 325,000 children from oray through Friday. DROIT CKLW-Tv-Oops! Only second gist rated program on CKLW-TV's oray through Friday schedule just )eionth after his debut. é !;REEN GEMS

o :e: ARB estimates for October 1965. a gs and Audience Composition estimates are based on ARB reports and are subject to qualifications which willbe supplied on request. 119111PEOPIIIIIIIIII1/4rrorPOTTAWATTAMIE CASS ADAIR LINCOLN SAUNDERS SHERMAN HOWARD BUTLER DOUGLAS DEUEL MERRIC K SARPY MO NT- ADAMS UNION CLARKE MILLS COMERY

DAWSON SEDGWICK PERKINS BUFFALO HALL SEWARD LANCASTER CASS

FREMONT PAGE TAYLOR RINGGOLD DECATUR PHILLIPS HAMILTON CHASE HAYES FRONTIER PHELPS FILLMORE SALINE KEARNEY ATCHISON NODAWAY WORTH HARRISON Al JOHNSON GOSPER ADAMS DUNDY HITCHCOCK NEMAHA GENTRY RED FURNAS HARLAN FRANKLIN NUCKOLLS THAYER JEFFERSON WILLOW PAWNEE HOLT 11 DAVIESS WEBSTER RICHARDSON ANDREW DE KALB

CALDWELL CLINTON BUCHNN

JACKSON IOHNSO

lr .. BATES

PROWERS

VERNON

BARTON

JASPER

NEWTON RON s TEXAS BEAVER HARPER WOODS ALFALFA GRANT OSAGE

McDONALD

INIMN

ROGERS NOBLE ELLIS GARFIELD WOODWARD SHERMAN BENTON HANSFORD OCHILTREE LIPSCOMB MAJOR

DEWEY KINGFISHER LOGAN CREEK WASHINGTON MOORE hillhi. HUTCHINSON WAGONER ROBERTS HEMPHILL 4 CHEROKEE LINCOLN ROGER MILLS MUSKOGEE ADAIR CRAWIORu KMULGEE CUSTER CARSON SEOUOYAH WHEELER

WASHITA OKLAHOMA McINTOSH BECKHAM OKTUSKEE HASKELL GRAY IlW HUGHES

COUNTRY STOREKansas Style

The largest independent grocery distributor in the country is now 600 storesBIGGER!Topeka is headquarters for The Fleming Company and the [[nerve center" for this $800,000,000operation that serves 1500 supermarkets in 11 states. Fleming's computerized inventory systemmeasures caselot movement of product from 1,850,000 sq. ft. of warehousing. Advertising effectiveness and consumer acceptance of product is measured and analyzed here!

WIBW Television and Radio, like Fleming, regard "Success as a journey-not a destination." Our services are dedicated to building better distribution and increased sales for your products in Kansas.

As a single -station television market, WIBW-TV is dominant in central liltIS and eastern Kansas. WIBW Radio, at 580 on the dial, is the dominant "Voice of Kansas" serving this progressive state. Ask Avery-Knodel to TV RADIO FM show you how we do it! Or call 913-CRestwood 2-3456. Topeka, Kansas Broadcast services of Stauffer Publications

11. Television Age, January 17, 1966 WHAT'S AHEAD BEHIND THE SCENES Tele-scope

Vho's Laughing Now? of 13 one -hour specials taped at WCAU-Tv Philadelphia, When the first report appeared that the NFL wanted where the rock 'n' roll program hosted by Jerry Blavat 96 million for four years of football games, industry has been holding forth in recent months. Seven Arts l,servers scoffed at the nerve of commissioner Pete plans to distribute the hours overseas. ozelle. They smiled, too, when the NFL agreed to a 37.6 -million two-year contract. In reality, though, the Depends on Who You Read greed -on figure comes pretty close to the original asking Anti-television,ites crowed when the November NSI's rice. That $96 million would work out to $24 million indicated that viewing was down from the previous year. er year. The $37.6 -million figure is only $18.8 million What they overlooked is the fact that Nielsen's Novem- er year, but added to that can go about $3 million more ber figures included a two-week spread from October ,r the play-off and championship games. So the annual (always a low -viewing month) which brings the total ost is almost $22 million. The current contract has an down. ARB, on the other hand, tallies only figures from ption for a third year at the same price, so figure $66 November 3-23 and these indicate that prime time total pillion for three years. If things go as they've gone in homes increased by soine five per cent in the 27 moni- ie past few rounds of network -and -league negotiations, a tored markets over last year's figures. ')69 package of games could bring the NFL $27-30 mil- New York Transit Strike Hits Tv Markets on without much trouble. (The latter and higher figure The subway and bus tie-up in New York was affecting ould pertain if additional expansion of the league takes tv stations all across the country even in its first days. lace, for certain.) At any rate, $96 million for four After many an agency buyer had fought his way to the ears-impossible? Not as the NFLsees it,or asit office, he found either his estimator or secretary missing, ,oks now. the rep who had promised to bring by avails unable to get in, or the film house preparing his commercial prints IBC's Record Sales unable to deliver because few employees were on hand. All five operating units of NBC contributed to record For a day or two, while things went slowly, it was figured ales and profits in 1965. NBC's net sales in 1965 that the New Year holiday was just stretching out a bit, mounted to more than $488 million,an increase of but by weekend schedules at various stations were being ,etter than 12 per cent over 1964, while profits alsorose cancelled or delayed. No one was prepared to estimate ver the previous year. Of some interest in the annual how much business might be lost to stations. Some of the eport is the figure for NBC Enterprises, whichnow oper- schedules could start later and run longer than originally tes in 83 countries: sales climbed 22per cent over 1964. planned, but others were for seasonal items or special campaigns that had to be aired now. 'rom Feature to Cartoon Bomba, the Jungle Boy, characterseen in 12 motion ABC Starts Another Trend-Maybe ictures distributed toover 100 television markets, will The concern about ABC putting a fourth minute of sell ecome a brand-new tv cartoon feature next fall. Barry into its new Batman. half-hour (two nightsa week at .awrence has completed negotiations for the animated 7:30) stems from the belief that the idea must spread dventure series with Video Artists,Inc., which will dis- to other shows, and that the move will result in further ribute it. The series will consist of130 five -and -one-half Government inquiries into "over -commercialization." But eight -minute segments in color. Mr. Lawrencewill the network makes the point the show isan expensive rve as executive producer of Bomba, which is aimed one-some $70,000 per segment on production-and ,r the 1966-'67 season. three advertisers alone can'tor won't pay the price. With production costs suddenly taking off fornew heights, lore First -Run for Syndication either the more -commercials-per -show idea will catch on In the wake of releasing a new first run half-hour fast or advertisers will be asked topay more per com- riesto syndication (Oh, My Word out of KGO-TV mercial.(Years ago, when participationsfirstwere an Francisco), Seven Arts Televisionset up. a depart - broached, there were objections from clients who feared lent to seek out shows here and abroad forsyndication loss of sponsor identity. In time, they decided ossibilities. Indications to risk that are that the company will move rather than lose large amounts ofmoney on poor -rated er more aggressively into first -run syndication, with shows. With three sponsorsnow splitting a half-hour in 'erle Mesta's Washington and The Gypsy Rose Lee Show most instances, it's thought likely that four is thenext I ready well off andrunning. Meanwhile, Seven Arts is logical step-particularly if liortly to release The Discophonic some of the excess baggage Scene, an initial batch of cast credits, promos, et al., is trimmedoff.) elevision Age, January 17, 1966 15 SOARING SALES! Richard Rich, chairman of theboard of Rich's, Atlanta's largest department store, was interviewedrecently for an article in U. S. News and World Report, citing Atlanta as"one of the WSBTV hottest towns in the U. S. today". A booming economy,negligible unemployment, thriving industry all contribute to thefantastic sales Channel 2 Atlanta picture. Get your share of $1,780,843,000* inretail sales over WSB-TV. NBC affiliate. Represented by Petry Sales Management, 1965 ftntYCOX BROADCASTING CORPORATION stations: WSB AM -FM -TV, Atlanta; WHIO AM -FM -TV, Dayton; WSOC AM -FM -TV, Charlotte; WIODAM -FM, Miami; KTVU, San Francisco -Oakland; WIIC-TV, Pittsburgh.

Television Age, January 17, 1966 16 Business barometer

1 the national/regional spot television scene, business in the hectic pre -Christmas days of November looked pretty good to most industry observers, but as usual the frantic pace made it difficult to stop and gauge just how good things were. Now, NATIONAL SPOT according to the November data obtained from millions of dollars a sampling of stations participating in the monthly Business Barometer survey, it can be said November was in truth "pretty good." $77.0 a percentage basis, November spot increased 9.6 per cent over that in the same month a year earlier. In estimated dollars for the industry, some $77.0 million in time is figured as having been sold to spot clients. The figure compares with $70.3 million estimated as having been sold in November '64.

;Joking at the month -to -month trend of business, however, November spot activity fell from that in October immediately preceding by 1.0 per cent. This dip is customary over the past few years, being partly occasioned by the huge surge in October spot that sets a pace seldom sustained for long. The 1.0 -per -cent fall -off this past November was not so large as that registered in 1964, when November dropped 4.7 per cent November (up 9.6%) from October, nor in 1963 when the November -October dip was 12.9 per cent. The 85 reason for the large 1963 slide, of course, was 80 the cancellation of business after the assassination of President Kennedy. 75 70 le assassination, two years agog continues to affect 65 November spot billings today. The 9.6-per -cent increase noted above is smaller than November 60

'64's 21.8 -per -cent gain over thesame month in 55 1963, but November '63 was depressed severely by the President's death. Therefore, the '64 50

recovery of 21.8 per cent was not as significant 45 in showing spot's continuing strengthas it might at first appear. In addition,the first 40 few days of November '64 containedsome election spot billings that helped raisethat IFMAMJIASOND month's total. ]965-'64 comparison

:xt issue: a full report on local business and network compensationrevenue in November.

copyrighted feature ofTELEVISION AGE, ormation is tabulated by Dun & Bradstreet.)Business Barometer is based onacross-sectionofstationsinall incomeandgeographical categories. revision Age, January 17, 1%6 17 NOTA thatwe are

...not just 7 years old, because we're youngerthan that, but 7 stations in number ... it's appropriate to re -state our conviction.

As a relative newcomer to the broadcasting industry, with roots going back only to 1962, we continue to believe our natural interests in growthand advancement can best be served by functioningin each community with utmost responsibility.

"Responsibility" is our guiding light. It is what we intend will distinguish us in this dynamic industry as we presently serve four important markets with four television and three radio stations.

A responsible factor in the community . GILMORE RROADCASTINOCORPORATION GENERAL OFFICES: 202 MICHIGAN BUILDING KALAMAZOO, MICHIGAN 49006

KODE-TV-AM Joplin WEHT-TV Evansville KGUN-TV Tucson James S. Gilmore, Jr., president WSVA-TV-AM-FM Harrisonbur Newsfront THEWAY IT HAPPENED ipecial-Interest T v The second two-hour block, from (itis now partly backing Hawaii "In a big market, if you've. got the 8-10 p.m., consists of sports attrac- Calls, produced by Paradise Produc- oper know-how and the right timing tions of all kinds. Swimming, basket- tions in Hollywood). But its first job )u can provide.asuccessful uhf ball, track and hockey events from is to hold that "adult" audience. rvice."So speaksthe legendary the nearby midwestern universities erling C. (Red) Quinlan, who has are being highlighted. These colleges It Didn't Work tst launched Chicago's fifth commer- include Notre Dame, Loyola, Illinois, Ah, televisionsuccessstories. al station, WFLD, channel 32. Mr. Northwestern and DePaul. Those heartwarming vignettes about uinlan is convinced there is room The third block,startingat10 how a company soared from no- .r an adult station in Chicago and p.m., consists of news and news fea- where to high among the "top 100" .omforadult programming; he tures, which is to be kicked off each by brilliantly using spot tv in three )ints to the success of the motion- night with a story in depth-a sort of selected markets.But atelevision cturearthouses,off-Broadway instant news special.Mr. Quinlan failurestory? A colortelevision eatre,special interest publishing. hopes to move his cameras right into failure story? They happen, too. e thinks there can be special -interest the city rooms of the Chicago Sun Following issuch a tale - with levision. Times and the Chicago Daily News only the names changed to protect "One of the problems in television (both of which, like WFLD, are Field the jobs of those involved. (Why day is that people just don't get Enterprises properties), thus arrang- tellthe story? Becauseitcan be ad at it," he says. ing a sort of marriage between the as instructional in illustrating how two principal news media. Also in the not to use tv, as the typical success Remedy.To remedy this, and to news -gathering area, Mr. Quinlan has story tells how to use tv.) ve the new uhf station a distinct planstoutilizeVidiconcameras A bright young Madison Avenue entity of its own, Mr. Quinlan has placed at key spots-expressways and type named Frank invented a simple wisedanighttime programming the like-throughout Chicago. little gadget that had, he thought, hedule consisting of three two-hour novelty sales potential. The Christ- ocks. The first block, or theatre, is Saturation Point.At present, Mr. mas season was approaching and 1 open, Omnibus -type program in Quinlan estimates that uhf penetra- Frank investigatedproducing and hich can be seen documentaries tion in the Chicago area is approxi- marketing the gadget. A manufac- om around the globe, the best from mately 30 per cent. He thinks that by turersaid he could produce any e BBC, Charlie Chaplin classics, in- 1969 it will almost reach saturation. number, production contingent on rviews withnotables,and other WFLD also plans to get into syndi- demand, so that Frank wouldn't be lies of special programming. cat'on through the financing of pilots stuck with a huge inventory. Production could start almost immediately,saidthemanufacturer, and it wouldn't take more than a few days to turn out the items in quantity. Estimated production cost: $2 each. Frank's retail price: $5.00.

Now the Campaign.With manufacturing assured, Frank turned to promoting the product. He couldn't set up an elaborate marketing program with a sales force calling on dealers. Christmas was too close. Why nut advertiseontvand simply have viewers send their $5.00 to a post office box, then mail them the product in return? pening night in Chicago: Oneof WFLD's first -night guests was FCC conunis- In Frank's line of work, he had oner Robert E. Lee (seated).Surrounding him are (from 1. to r.) George B. been privy to some network oung, president of Field Enterprises,Sterling C. Quinlan, president of Field tv marketing reports. One that ommunications, and Russ Stewart,board chairman of Field Communications. caught his (Continued on page 57)

levision Age, January 17, 1966 19 P- Po 06 f{'= PT 1. -.5 (1 , c _ " b 0 1. P -- ?C I `` ^C r=IXR EQUATION FOR TIMEBUYERS

ONE BUY DOMINANCE" WKRG MOBILE X CHANNEL J'TVAALABAMA

PICK A SURVEY---ANY SURVEY

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

20 Television Age, January 17, 196 Television Age JANUARY 17, 1966

A look at that lowest -viewing segment of the audience, if there really isone .. . Quintile quandary?

Sorne irrefutable truths: the television audi- mass, so ubiquitous, so there? ence is huge. It consists of different types Out of this dilemma, if that is what it is, of people in differentareas with different has come a variety of efforts to better define habits, tastes, interests.Television reaches all the audience. For reasonsmore historical than of these people, butnot all of them equally, properly methodological, the television audi- and not all of them well. Insome homes, it is ence has been divided into fifths-the so- a punishment to deprivea child of television; called quintiles that go from highest -viewing in others, judging fromcritical reviews, it is to lowest -viewing segments. A quintile is a a punishment to view. fifth of anything. It is 20per cent of a meas- Out of this pot ofmany stews the media urable group, a way of seeing,a way of grasp- specialist has his problems.Who are the peo- ing the different parts that makea whole. It ple who view least? Whatare the characteris- has been used thatway in television to ex- tics of the people whoview most? How is it plain its broad dimensions. possible to be selective in a medium that isso The lowest fifth of that audience,consisting levision Age, January 17, 1966 21 80 Percent of high, low income homes viewing 70 during average minute Jan -Feb 1965 of people or homes that view least, isa segment that has attracted a great deal of attention over the past several years. The group has interested magazines with competitive ad- 60 vertising pitches andithas inter- estedsociologists,televisioncritics and culture vultures in general. What sort of people are in this low -viewing group? Are there more of them today than a few years ago? Has television lost, or is it losing, a significant ele- 50 ment of the population? Two recent specialstudiesoffer some answers. The first comes from TelevisionBureauofAdvertising, which is now circulating the results of special A. C. Nielsen research to advertising agencies, advertisers and other interested parties. The study, 40 called Feedback, upsets many of the common assumptions about this fifth quintile,and confirmsothers.Its net effect, ultimately, is to question the value of the quintile concept itself.Says George Huntington, TvB executive vice president: "The quin- 30 tile would have been a great inven- Low income tion, if we didn't have ratings."

Contrasts Surprise Although the value of the quintile High income concept today is in question, itis 20 stillvery much inuse,especially among major advertisers. In TvB's Feedback study, whichissaying, essentially, that advertisers ought to consider their own audience rather then the audience of the media, the top and bottom quintiles are con- 10 trasted in several different ways. Thus, after dividing all television homes into five quintiles (10.5 million homes in each), TvB is able to offer some surprising contrasts. For instance, the proportion in hours of viewing between the first quintile and

7 8 9 10 11 12n 1 2 3 4 5 6, 7 8 91011 12w 22 per 1/4 hour per % hour A. C. Nielsen, Jan,Feb, 1965 The audience that's important is the audience for theprogram .. .

4e fifth quintile is almost eight to lish the fact that the heavy -viewing viewing quintile is that it consists of ne.The heaviest -viewingquintile quintile is the biggest and youngest above -average and hence more de- Patches television 81.2 hours a week and most important for advertisers to sirableprospectsfor some adver- chilethelightest -viewingquintile reach. The people here do more, they tisers. This is not so, judging from catches television only 10.9 hours a buy more and there is no appreciable this special TvB study. Not only are eek. difference in their income and that of light viewers light users of products, However, although both quintiles thelowest -viewingquintile.Says they are not as affluent as is general- e equal in number of homes (10.5 TvB: "Heavy viewers are heavy users ly thought. In its study TvB shows illion), the heaviest -viewing homes of all product categories we study- that there is little difference in the -e worth 50 per cent more because they consistently exceed light viewers distributionof high -and -low-income rey have more people in them. In in dollars spent, and are, therefore, homes between the heavy -viewing elightest -viewingquintile,there more valuable to the advertisers." quintile and the light -viewing quintile e 31.5 million people in those 10.5 TvB says the heavy viewers of night- (see page 22). Thus, in the high- illion homes; the same number of time television are heavy users of 68 incomegroupcategory,17.5per )mes in the highest -viewing quintile out of 69 product categories, and cent are in the heavy -viewing quintile elds 46 million people. heavy viewers of daytime television while 22.6 per cent are in the light- The conclusionisobvious:the are heavy users of 60 out of 69 viewing quintile. The figures are al- .avy-viewingquintileconsistsof productcategories. On theother mostidenticalinthelow-income )unger families. Says TvB: "The hand, notes TvB, heavy newspaper group: 17.7 per cent in the heavy 'avy-viewing quintile has aboutas readers are only heavy users of 38 viewing quintile, 20.4 per cent in anyadultsasthelight -viewing out of 69 product categories. the light viewing quintile. uintile, but it has twiceas many One of the myths about the lowest- enagers, and almost three times as Audience That Counts any children." A people -per -home imparison:4.41,highquintile; The larger point that TvB is mak- 00, low quintile. These figuressug- Percent of each ing in this study isthat although st that one of the reasons for the income group quintiles may be suitable fir an .over- ;ht -viewing home issimply that found in each all evaluation of a medium, they have ere are fewer people in it to keep no meaning in terms of the individual e set on. quintile investment of an advertiser. To be more specific, an advertiser does not Target for Advertisers buytelevision,he buys Bonanza, or a schedule in a given time period. On an adults -per -home basis, the 1 20.4 It's the individual vehicle he's using 'o quintiles run directly counter to that is important, not some general ch other. The highest -viewing quin- e has the highest number of conceptofan entire medium. In young other words, two programs that have lulls(18-34) ;the lowest -viewing the same total audience don't break iintile has the lowest number.The west -viewing quintile has the down the way the quintiles would great - for all of television-one can have t number of people 50 -and-over; e highest -viewing quintile has the an abnormally high percentage of teenagers,anotheralarger -than- ast number. To put it anotherway, every 100 heavy -viewing homes usual percentage of old people. ere are 95 adults in the youngest TvB's conclusion: it isn't theover- e group, while in contrast there v 17 .5 17.7 all dimensions of the medium that should concern the advertiser,it's e 91 older adults in the light -view- homes. High income Loto inco,ne theaudience tohisspecificpro- grams. Parenthetically, TvB notes in TvB's basic point hereis 4o estab- A. C. Nielsen, 1964 conclusion that only televisionsup - levision Age, January 17, 1966 23 ...the audience for the media is of secondary consideration, says TvB.

plies the advertiser with total "feed- People back" information-ratings, demographics-that allow him to correct per home his aim and zero in on his target. Quintile 1= 4.41 people In a separate study conducted by Quintile V =3.00 people TvQ covering periods in late Novem- ber from 1962 through '65, on trends in viewing hours by demographics, there appears to be little difference in 2.46 the makeup of the television audience (see table page 25). There has been a slight rise of females-from '62 to '65-within the heavy -viewing 2.16 category,aswell as a slight riseof males in the lightest -viewing category(1to9 hours per week) . A breakout by age indicates that the 6 -11 -year group is viewing more heavily, and so is the 18-34 group. There appears, however, a slight decline in the number of people in the 35-49 group who are heavy viewers, as well as a slight decline in the number of people 50 -and -over who are heavy viewers. There is an increase in people 50 -and -over who 1.32 are relatively light viewers. On viewing byoccupationthe TvQ study indicates that there are fewer light viewers among the professional and managerial class and a corresponding increase in the number of medium viewers in the same class. Heavy viewing in that occupa- tional category remained fairly static. An analysis of viewing by educa- .6.3 tional levels shows some surprising variations. Thus the lowest education level, those with grade school or less, appear to have reduced their viewing activity-at least there are .30 more of them in the low -viewing category. High -school -graduate viewing has remained relatively constant over the past few years in degree of in tensity.However,there are fewer V college graduates who are light view- Adults Teens, Children ers, '65 vs.'62, and more medium

i viewers (10-29 hours per week) . .1. C. Nielsen. 1964 A. C. Nielsen, 1964

24 Television Age, January 17, 1966 Rich Man, Poor Man, Doctor, Chief-Who's Viewing Tv More? (TvQ trends in hours of viewing, from Nov. IIsurveys 1962-1965)

% Viewing % Viewing % Viewing % Viewing 1-9 Hrs. 10-19 Hrs. 20-29 Hrs. 30+ Hrs. '62'63'64'65'62'63'64'65'62'63'64'65'62'63'64'65 Total Sample (=100% ) 23 30 28 24 34 32 33 33 24 22 20 24 17 16 17 17 Sex Males 23 31 29 25 36 35 34 34 25 21 21 24 15 13 15 15 Females 23 29 27 22 33 30 32 32 24 23 20 25 19 19 20 20 Age 6-11 18 29 16 16 44 38 41 41 26 21 24 28 11 11 18 15 12-17 15 22 25 18 43 37 35 35 26 23 20 26 16 18 18 19 18-34 23 27 24 21 33 35 34 33 26 21 24 23 17 16 18 21 35-49 29 34 33 29 34 33 30 34 22 22 50+ 20 24 15 12 16 12 26 31 32 28 27 26 31 28 24 22 18 23 22 20 18 20 Total Adults 26 31 30 26 31 31 32 32 24 22 20 24 18 16 17 Occupation 17 I-Professional 41 43 37 35 33 33 33 38 16 15 21 17 II-Clerical & Sales 10 7 8 9 30 36 33 32 34 36 33 35 III-Laborers, 24 19 21 21 12 10 12 11 26 27 32 35 33 36 29 26 29 22 18 25 11 13 18 10 IV-Farmers 26 40 36 41 34 42 33 35 V-Retired & 26 10 16 16 15 6 13 3 20 25 26 19 29 26 30 29 26 25 20 27 24 Unemployed 23 23 24

Education Grade School 22 28 29 28 26 28 31 26 28 23 16 23 23 21 22 22 High School 23 27 26 23 33 33 32 33 25 23 23 25 18 16 18 18 College 38 48 44 32 34 29 31 36 16 13 16 20 11 10 8 11 Region East 25 25 31 29 34 34 32 31 23 25 19 19 17 16 17 18 Midwest 26 31 26 21 32 31 31 32 23 19 23 26 18 19 19 19 South 27 33 32 29 30 32 31 31 23 21 18 22 20 14 17 17 Far West 26 37 33 25 26 23 34 33 30 22 20 28 16 17 13 13 Market Size 2,000,000 and over 28 30 34 21 33 32 29 37 24 23 19 23 15 15 17 19 500,000-2,000,000 25 31 28 29 32 29 34 28 25 23 23 23 17 17 14 19 50,000499,999 21 29 29 22 34 31 28 34 24 20 22 24 20 20 20 Under 50,000 Urban 17 27 31 29 28 29 30 34 30 21 22 17 25 22 17 17 16 Rural 27 34 29 30 28 32 32 29 25 19 20 24 19 15 18 14 rncome Under $5,000 21 28 27 25 29 28 31 27 25 24 19 24 23 20 22 23 85,000-86,999 24 31 29 25 34 32 29 33 25 22 19 21 16 15 22 18 87,000-89,999 27 28 30 22 33 35 31 34 22 20 27 29 18 16 10 13 $10,000 and over 37 41 _ 40 32 31 30 37 34 22 18 14 18 11 10 8 14 VOTE: The base for each percentage shown is the number of 11% viewed 30 or more hours. (The remainder didnot answer espondents fallingintothat demographic category in that the question.) articular survey. Taking each breakshown in the stub of he table as 100% for each of the4 surveys, TvQ determined Caution: Sample sizes for occupation he proportion of that group III and IV are too group viewing 1-9, 10-19, 20.29 or 30 small for stability of trending. The breakwas included prin- r more hours per week. E.g., of the 312 respondentsto the cipally to enable TvQ to trace viewing trends in ov. II 1962 survey who were 6.11 group I, the years old, 18% viewed tv "influentials". Group I contains over 200persons, on the aver- . -9 hours per week, 44% viewed 10-19, 26% viewed 20-29 and age, bringing it over the minimum standard for sample size. vision Age, January 17, 1966 25 Once again the threats and prom- iseshangoverthebroad- casting industry as a new Congres- sional session begins. But never in the recent past has it appeared so nebulous as to which, if any, prom- ises will be kept or which threats will be followed by action. Not that Congress has often taken direct measures of late either to aid or to restrict broadcasting. Still,its influence over the regulatory agen- The man in the middle-Oren Harris-moves cies,theFederalCommunications out of the Washington tv scene, but E. Wil- Commission and the Federal Trade liam Henry (1.) and Sen. Warren Magnuson Commission, has always been strong. (r.) are still very much in the picture. There has long been a pattern of actionandreactionbetweenthe agencies and thelegislative body, with FCC or FTC activity prompting Congressionalaction,orCongres- sional inquiries resulting in FCC or FTC rulings. As 1966 dawns, however, there are those Washington observers who see a loosening of the lines of communication between the Congress and the agencies-a loosening that could produce a very, very quiet year for broadcasters in Washington. The chief factor in the change of position of the various bodies,of course,isthedepartureof Oren Harris,who haslongservedas chairmanoftheinfluentialand powerful House Commerce Commit- tee.Mr. Harris, moving on toa Federal. Judgeship, wielded a strong hand over the regulatory agencies. Through the payola and quiz scan- dals,theall -channelreceiverand Communications Satellite endeavors, RepresentativeHarris(D.,Ark.) , usually got what he wanted from the commissions. Indeed,itwasn't unusual to hear him referred to as the"unofficialchairman"ofthe FCC.

Power Vacuum

Mr. Harris leaves next month and leaves behind him a power vacuum that few expect his successor, Rep. Harley O. Staggers (D., W. Va.) to fillcompletely.Mr.Staggers,al- thougha17 -yearveteraninthe House, lacks influence with leaders itoring of stations, and Sen. Pastore inareasthat may affectbroad- has slowed the commission's actions casting.(His background has been in the field of multiple -ownership. in subcommittees on Transportation Therefore, it's plain that both men and Aeronautics,Census statistics, have kept and are keeping an eye stock market activitiesandsocial on FCC activity.Butit'shighly legislation.) Mr. Staggers, therefore, problematical that either will try to isnotenvisionedasimmediately put pressure of a lasting kind on steering the House Commerce Com- the commission. In sum, it now ap- mittee into broadcasting matters. pears that Congressional reactions to At the communications subcom- FCC moves in 1966 will be more mitteeitself,observersforeseea diverse and less severe than they've great tugging and pulling indif- often been, and that the FCC will ferentdirections by the members. operate under considerably lessre- Subcommittee chairman Walter straining influence. Rogers received his authority almost exclusively from Oren Harris-and Confusion in Wake with Rep. Harris out of the picture, it's conceivable that Mr. Rogers will By the time this article is being have difficulty guiding and controll- read, the last blow by Rep. Harris ing his own group. ontv'sshoulders-andthefirst anti -television"attack"of 1966- Two Men, But-? should have fallen. This would be the release of the final Harris re- In making this kind of conjecture, port on the broadcasting ratings in- there is always one facet that must dustry.Advanceindicationswere be kept in view: television has long that the document would be harsh beenthewhipping -boyreadyat about the industry in general and Far from being hand fora headline -huntingpoli- upon broadcasting's dependence on a year of crisis, tician.The lethargiclegislatorof the ratings. At the same time, there today, given the opportunity,can be- appeared to be no threattothe 1966 appears come a hunter out for blood (and presentratingssystems beyond a personal publicity) tomorrow. call for eternal vigilance. Since the relatively calm so Such a thought leads one toex- ratingsindustryandthebroad- far as Congress and amine carefully the backgrounds and casters have heard' the charges and past actions of those men who might criticism for years, beginning long tv are concerned step in tofill the Harris gap. In before the Harris probe was under- the Senate, Warren Magnuson and taken, expectations are that any stir John O.Pastore have beenmen- will die out completely within a few tioned as possibly usurping for their days after the report is issued. own chamber the power Rep. Harris Once the House Commerce Com- haswieldedintheHouse.Sen. mitteehascleaned up the work What's Magnuson (D., Wash.), chairing the connected with the report,its staff Commerce Committee, and Sen. Pas- will be in the position of "waiting tore(D., R.I.),chairing the com- for orders." The staff readily con- ahead munications subcommittee, couldas- cedesthatMr.Harris'departure sume the den -mother role with the leaveslittle behind but confusion. in regulatory agencies. But neither has There are no firm plans forin- attempted to do so in thepast. vestigations into anything - CATV, It is conceivable that eitherman, ratings, network controlor what - Washington or both, might rise up in righteous have -you. Rep. Walter Rogers, head- indignation if the FCC, for example, ing the House Communications Sub- should begin to "run wild"once the committee, made a December speech Harris whipispassedon.Sen. inDallasinwhich he promised Magnuson once put the skids under hearings on the CATV situation that the FCC's plans for wide -scale mon- (Continued on page 52) so Television Age, January 17, 1966 27' Is the making ofadvertisinga vertising, ads that are poor in spirit many if not most of the creative "creative" act? Recently John Le and bereft of, well, beauty. people in the business Carre, author of see a good a number of best- Many feel that "creativity" should deal of psychiatrists;in turn, the sellingspystories, remarked that berestrictedin meaning to"the psychiatricprofession has become Madison Avenue doesn'tstart any- ability to make ads." Some fuzzy- intensely interested in questions of thing, it merely latcheson to what minded people think thatsoft -sell creativity. is already there. ads are "creative," and hard -sell ads Not all psychiatrists and psychol- Yet no word-no word printable not so. Others think that ads with an ogists who address themselves to the in a family medium-is more often arty gimmick are creative; plain in- explorationofcreativitydo so on the lips of admen than "crea- formationalads, notso. Thereis merely to find out what makes their tivity," usually with the implication also a tendency to equatea witty admen patients tick. Not longago that the speakeror his agency has headline or whimsical artwork with Dr.MorrisSteinof New York it, and in goodmeasure. "Creative" creativity. University was commissioned by the hasbeeninstitutionalizedasthe A couple of years ago, George AAAA to make a study comparing adjective for the work of making Gribbin, board chairman of Young "outstanding" and "average" copy- ads, and for the people who do that & Rubicam, told an AAAA panel writers in 11 agencies. Among his work. "I don't like such phrases as crea- findings was that the "outstanding" To "create" in the purestsense, tivity," which, he remarked, might subjects were less conforming than the dictionary sense,means to bring better be reserved for accomplish- the "average" copywriters. They're into being something that hadnever mentsontheorderofMichel- also rather more slovenly. The "out- before existed. Whetherany adver- angelo's. "I think we are craftsmen," standing"writer,saidthedoctor, tising is ever creative in thissense Mr. Gribbin said, adding that "in "doesn't seem to devote as much of is probably a question best leftto some cases you can call us innova- his energy to keeping things orderly aesthetes, logicians, and semanticists. tors, but I am always just a little and neat as does his counterpart of But although it may bea puzzle uneasy with being[called]crea- average creativity. Indeed, one gains to journalists and a mystery to the tive." the impression that the man of aver- general public, the notion of "cre- age creativity, because of his rela- ativity" is an importantone to ad- Psychiatric Pressures tively greater emphasis on tradition vertising men, some of whom suffer Such occasional reservations with- and order, is a little too hidebound fromthedelusionthattheyare al,the word has stuck, and itis to venture into something new." practitioners of a science and not of plain that "creativity" is what an Another psychiatrist, with many an art. agency has to offer a client, supple- art director and copywriter patients, When"creativity,"withinthe mented with a number of services. has pretensions toward the analysis limits of the advertising business, is The pressures of the advertising of entire cultures. "Advertising," he deprecated by advertising'spromo- business being what they are, and said,"is NOT creative-ittakes tersof "research and marketing," the personalities of copywriters and from creative art." He cited painter the result is likely to be poor ad- art directors being what they are, Paul Klee as the greatest single in -

'Firstyou define ¡t..

Everybody talks about creativity, b tt nobody-well, hardly anybody- does anything about it

28 Television Age, January 17, 1966 uence on good advertising,and tising business have departed from "It's selecting the best approach, and we credit to the Bauhaus, and es- the basic tenets of effective advertis- fighting forit through the agency cially Josef Albers, Oskar Schlem- ing, and are using advertising as an hierarchyand throughtheclient erandVassilyKandinskyfor art form." structure. Large agencies tend to be aching the fundamentals of design William Bernbach,presidentof run by conservative people, and you the advertising business. Doyle Dane Bernbach, said that the must persuade them of the rightness As for the words in ads, the psy- best ad is one "so original, so imag- of a campaign." ioanalyst-in what seemstobe inative, that it will stop people and But on the other hand, "the re- tychoanalytic jargon - said adver- get them to look at it. If they don't wards for creative people are greater sing "takes from creative writing, look,it'sacriminalwasteof than they used to be," he said. The om thementalityexpressed by money." And if the ad is fresh and industry has passed through succes- rious writers." original, he said, the people will re- sive vogues, he indicated, with remember its message. search in the forefront in one cycle, Bigness Makes Badness What about advertising that seems marketing in a following one. "Now tospring not from "reality" but there's a return to creative, to the Advertising itself cannot be cre- from other advertising? Can it be people who make the ad." ive, he continued, since no sponsor creative? "No," Mr. Bernbach said. ill underwrite anything that is not "Cliché adsare unbelievable, and The Changing Times ready "in." "Creativity" in adver- therefore bad business." sing, he claimed, "is the ability to What'sbasictocreativity,Mr. "Now we're entering the time of rite variations on established Bernbach remarked, is "the ability the big writer and the big art direc- 'ernes." to know what's relevant. Creativity tor,"Mr.Sturtevant said,adding For some people, advertising can lies in disciplined imagination, not that it was this way once before, in e too "creative." A senior states - in tricks." the depths of the Depression, when tan of the industry is reported to "There are no rules of thumb for it was tough to make a sale, and ave remarked recently that "with creativity," remarked Ira Sturtevant, when copy and art ruled the roost. 1 the folderol about creativity, this and manager of the "Then, agencies were begun by a usiness has left its moorings." copy department at Foote, Cone & copywriter and an art director." This remark found an echo in Belding. In his view, creativityis Notwishingtodeprecatethe osser Reeves, board chairman of "problem -solving." marketing function, Mr. Sturtevant ed Bates & Co., who saidhe's "Every copywriter likes to do a said he admired the man who can )rmulated what he'd like to have headlinethatis`different,"Mr. writethe marketing plan,handle ailed "Reeves Law: The Bigger the Sturtevantsaid,"butthat'sonly strategy and media: "I want him on oom, the Worse the Advertising." half-creative-it's the writer, who is my side." He added that he thinks fit "Anybody can sell anything these being `creative,' and not the ad. it's well worth the time spending two rays," Mr. Reeves stated, andas a "Creativity is not just doing some- or three hours to explain the ration - .sult "large segments of the adver- thing `different,' Mr. Sturtevant said. (Continued on page 53)

._ . .1.,IGsentatian ofa dramátic role : something that is created: as a: WORLD b: creatures singlz ola- or in aggregatecan original work of art Crc.ative \,krUnt-iv\ ad.¡ 1: having thepower or quality of creating 2QRooucTtyE 3 v having the quality of somethingcreated Tpfo rather than imitated- creatively adv ---- creativenes8 n tND creative evolutionn : evolution that is a creative rather than a Ise a mechanically explicable process oreatitvity \,kréw(,}á:'tiv-zt-é, ,kré--\n : ability to create . DYED oreator \kxé-'át-ar\none that croltec or produces t MAY-

ly crea.tura) . -Nr,:.

gvt television Age, January 17, 1966 29 INSTANTS WtLL DO, ANC TRv ANDGET F.N.4J" CARK, PROOF TO aer 44JOR auaKE OFF THE NOOK SUPERMR N ;

n the next two months, manufactur- Iers of children's products will be dashing madly about tryingto pick 1966's successor to "James Bond,"

CLARKK6NT the 007 agent who operatesas well KEPT rá,5 P40M15E with a gal as he does with TrrERE GOES a gat. it SUPERMAN This seems insane. Bond is today's , NTO SPACE -' hottest merchandiser of products to : young and old. His branded guns, games and trick attaché cases are NEvER MINI7Qj5,NONOER WOMAN.BETTER BE AT YOUR bringing various licenseesgross dol- CONTROLS!T4-It6.6 THE AREA WHERE I MYLrER/0U&LY LOST CONTROL OF MY PLANE AN2 lars that equal the profits flooding the CRASHEDINTO THE 9EA! publishers of his books and producers of his movies. Who-outside of someblack -hearted PON'T WORRY 51E1E! MY villainfrom ROBOTPLANE 16 FLYING ON AUTOMATICPfLOT ' I'LL RETURN SPECTRE-would want to killoff TO THE CONTR045 A5 500N 46 MAKE IOU CONFY., Bond? Nobody really wants to put the secret agent out in the cold. It's just that his demise is predictable, even if it IS one to two years off. And nobody wants to be caught dead with '1` either the corpses of Bond's victims or his unsold merchandise (interestingly enough also called "stiffs," iii the trade). Fads last just so long-anywhere from six months to three years. Like the stock market, the expert not only learns to spot a trend when it happens, but he must learn the right time to get in and the perfect time to get James Bond may fade, out. but the new trend of And time has just about run out to capitalize on "James Bond," "The programs based on Man FromU.N.C.L.E.,""Secret Agent," "Zero M," "Secret Sam" and comics will produce a half -dozen other pseudonyms of merchandising bonanzas acrobats in trench coats. Most experts in the field give these assorted By Mel Helitzer international playboys no more than another year of broadjumping. They marvel at the courage-if that's the word-of Colgate-Palmolive, which went way out on the limb by wrap- ping up its entire merchandising ef- OOTV: licensed to sell fort in the men's toiletry field with a "007" lineof aftershavelotion. Colgate's hope is that it will be able to establish the number "007" into a name brand, like the ladies' "4711" eau de cologne, before the commercial world wearies of Bond. Accord-

36 Television Age, January 17, 1966 ng to one inside source, the com- man, The Flash, Aqua -man, Mighty this month on ABC-TV and runs marlyisoff to a good start-some Hercules and The Fantastic 8th Man. Wednesday and Thursdays in prime t5 million in perfumed alcohol went For the girls, there is also a raven - early evening time for both children o market in 1965, and that's fantas- haired Amazon called "Wonder and adults. icfor afirst -year operation. (Note Woman," who wears star-spangled The newseries,starring Adam Iso that Colgate never uses Bond's panties,andlittleelse-obviously Westasthefabulous scourge of carne or picture in their ads or pack- for the boys. Others, like Captain crime, is being done with live actors ging.Ile may fade, but the 007 America, Thor, God of Thunder, -like the originalSupermanseries dame could become long-lived.) The Fantastic Four, The Spider Man -instead of the cartoon characteriza- Well, i/ the secret agent fad is just and The Iron Man, are joining the tion appearing in comic books. ABC- ,bout over-and the number who ranks weekly. Tv pilots on several TV had trouble atfirstlining up loubt it are legion-what agonizing are being rushed into production. sponsor interest inBatman,but only heme willtantalizethe young at What makes this newest trend evi- until the experts got over their pre- least over and over and over again dent? Well, let's take just two of the occupation with Christmas 1965. In In 1%6-'67? characters- Superman and Batman. thefinalpre -premiereweeks,the Our agency, the first in the coun- series sold to such wise old owls as ty to specialize in children's prod - Three -Pronged Push Kellogg, Chrysler, Procter & Gamble Lets. has been studying the situation The Superman impetus is coming and Bristol-Myers. tornaprofessional viewpoint for from three directions: Interest in the Batman character ears. To our clients, this is a serious 1) The currentSupermanhalf- is also running at high pitch as a Business. We have one client, for ex- hour series which has been run and theatrical release. The main story line inple, who doeslittle more than reruninsyndication maintainsits of 15 old serials produced in the rade advertising, but considers the popularity as one of the top children's '40's have been edited together in one nost important meetings to be those programs in practically every market four -and -a -half-hour movie by Co- which tip him off to "next year's where it is currently being shown. lumbia Pictures. It's a big hit around tot property." Fortunately, we were In New York City, the most popu- the country. .bleto predict months in advance larkid shows on independent But the ones who will probably he popularityof theBeatles,the wax's line-up areSuperman, Mighty make the most of the "Super Hero" nonster craze, and finally the big Hercules,andThe Fantastic 8th Man.. sunshine will be licensors of char- tang of the secret agents. In each Superman,on at 6:30 to 7 p.m., ac- acter -related merchandise. ase. he was one of the first in line cording to the November ARB, aver- Logical Progression o get exclusive licensing contracts in aged 16's, a rating that exceeds many is merchandise category. In the last of the best network programs, and Stan Weston, president of Weston hire %ears he chalked upover $20 TheFantastic8thManhadan Merchandising Corp., claims he fore- nillionin combined sales on these average 9 rating ata poorer time saw this upsurge of interest in comic - haracters alone. period, from 4:30 to 5:00 p.m. book characters some eight months Yearof the Hero 2) CBS is planning a newSuper- ago. He claims itis a logical pro- mannetwork half-hour which will gression fromtheadult -oriented Tw o months ago we senta con- differ from the live syndicated ver- sophistication of James Bond to the idential missive to our happy clients sion because it will be in animation. child -oriented imagination of Super- with the big, breathlessnews: 11)66's CBS, which has generally been get- man and Hercules. ad w illbe the"super hero"-the ting clobbered by its network compe- Mr. Weston, who represents Marvel ostumed marvel who is halfman, tition Saturday mornings, plans to in- Comics, reports the fad is hitting high calf god. vest a good deal in quality product schools and colleges, where hundreds And there are atleast 10 "super and promotion. of chaptersof the Merry Marvel writes" bursting through office win- 3) A new Broadway musical Marching Society were organized. tom s allovertheplace.Thank calledIt's A Bird-It's A Plane- Allan Stone, one of the top execu- ieaN ens they are on the side of law It's Superman!is being planned for tivesof Licensing Corporationof ntl order or we would all be inone a March 1966 opening. Itis being America, who does the licensing for fell of a mess. Ofcourse you recog- produced by Harold Prince(Fiddler both Superman and Batman, claims ire their real names: Tarzan, Super- on the Roof I. that the "super hero" craze is hotter ban.Batman, The Shadow, The Almostasexcitingisthe new than any other he hasever seen. phantom, the Green Hornet, Hawk - Batmanseries which began earlier And Mr. Stone should know. He has

eIr11.10n4Rr, January 17, 196(5 31 been around since Howdy Doody, the street had three things to worry Top -ranked Bonanza, first nation and his firm also represents James about-cars,dogs,and "coonskin ally and most popular with the 12-17 Bond. cap" manufacturers. year -olds, doesn't even rank in th The news is spreading fast. Toptoy In order to capitalize on the fad, it top 10 with children from two to fiv firms such asIdeal, Mattel, Louis was necessary to move fast with any or kids from six to eleven. Interest Marx, Hassenfeld and Auroraare all merchandise on hand. One manufac- ingly enough, Bonanza has neve firming up licensing contracts. Dozens turer took the stuffing out of his been a top licensing property in its of other firms not concerned with plush bears, laid out the animals like four years on network. toys also are storming the LCA of- trophy rugs, and slapped on a ban- fices to get Batman's and Superman's ner: "The bear that Davy Crockett Pre -Teen Favorite imprint on everything from clothing shot." It sold. to food items. But you can't spot a merchandis- The Flintstones, now initsfifth Character licensinginthe U.S. able character from the wide popu- year and still the biggest audience - goes back 60 years or more. First, larity ofitstelevision show. Chi!. puller among the tots, does even bet- there were the comic strips. Back in dren of each age range have vastly ter in total viewership with the pre- 1903,apoliticalcartoon showing different favorite programs and these teens. But when children are asked to Pres. Theodore Roosevelt refusingto programs vary greatly from the na- name their favorite evening show, shoot a scrawny cub bear,gave birth tional popularity rankings. The Flintstones is usually out of sight to the Teddy Bear. An analysis of just the network and mind. Later, licensing becamemore im- programs, broken down by age range, Most of the other children's net- portant than the comic strip story- indicates the following: work favorites are not big royalty line. One day when Chester Gould grossers:LostinSpace,Flipper, had announced to his breathless pub- Gilligan's Island, The Munsters, The. lic that Tess Trueheart (Dick Tracy's Super Specialist Addams Family, and I Dream of Author Melvin Helitzer has spe- Jeannie. wife) was pregnant and that the baby cialized inthe area ofchildren's would arrive sometime in February's marketing since 1949 when he be- On the other hand, Walt Disney, editions, it was pointed outto him came director of public relations for who appears on all charts, is the all-' that February wasa rather poor time thetoyindustry'sToy Guidance time licensing champ. He has a stable. for doll sales. So, at therequest of Council. He later spent eight years of cartoon and live personalities from the toy manufacturer who had the DonaldDucktoMaryPoppins. license, the birth was postponed until Mickey Mouse's picture has been on August to take advantage of the fall everything from watchestotoilet selling season. It turned out to beone seats, and Snow White and the Seven of the longest gestation periods in Dwarfs still turn a royalty profit 30 comic history. years after the film electrifiedthe world. A Fertile Field There must be some secret rules to predicting what will be hot. Our Later, when movie starswere in agency has a number of them, and their licensing hey -day, radiowas al- is glad to list a few: so a fertile field for tie-in character The character should be ad- merchandise. There was Jack Arm- venturous. Whether heisJames strong,the All-American Wheaties Bond, Superman or Dick Tracy, the eater, Tom Mix, and Chandu the child must be able to mimic his hero Magician. and thereby be on the side of the Now, of course, the prime field is as advertising director forIdeal Toy law, then he can fight and kill with- tv-as it has been for the past 15 Co., supervising a budget that grew out punishment and guilt feelings. years. fromseveralthousanddollarsto This eliminates tv stars like comedi- Almostanything-butnoone some $3 million during his tenure. ans (note that Dick Van Dyke and In 1963, he became president of Hel- knows what-can spark a tv charac- Gomer Pylearetop -10program itzer, Waring & Wayne, a new ad- ter merchandise fad. The best ex- vertisingagencyopenedbecause favorites of children but without any ample to date is Davy Crockett which "there is a great need among clients mass merchandise appeal), clowns in 1957, in four short months, crea- for people knowledgeable about the and most women (like the stars of ted a gold rush of business in quasi- vast children's market. A graduate Bewitched and I Dream of Jeannie, of Syracuse University, Mr. Helitzer although, once again, they rank high frontier merchandise ofalltypes. has also been a news reporter, a Coonskin caps were such a rage that writer of film scripts, and served as in program popularity). fur manufacturers couldn't keep up tv -radio director in New York for Some skeptics may cry that the with the demand, and any cat fool Adlai Stevenson's 1956 Presidential Beatlesweren'tadventurous. No? campaign. enough to wander aimlessly across (Continued on page 57)

32 Television Age, January 17, 1966 A PROGRAM MAN'S Viewpoints

How High is Up? circulation of magazines may be in the works when elec- tronic equipmentisperfected for homes that auto- rhe thorniest of problems for television in thenear matically tapes tv shows for playback at a later date. futureis money. As an advertising medium tv The proposed new fourth network may have a chance, without parallel. The additionof colorin rapid if they can clear critical markets like New York, pro- trides even further enhancesitssalesimpact and vided the key U.S. cities are covered and major mar- ireatens the very existence of competitors, except the ketsareserved without forcing iealthiest. The point is how much will advertisersto buy an advertiser markets they don't especially need or want. But, even ay before abandoning the medium for second best. if the new network succeeds, the programming costs The astronomical asking price of the NFL is a case will be relative, and the only savings will be in less n point. With ratings that must offset both local- time costs for less number of stations. ame blackouts and the increasing popularity of the kFL, and one of the industry's highest cost Increased costs are, of course, a way of life. All -per -thousand businesses live with theserising expenses and they figures,the new prices at best make littleadvertis- expect their costs of advertising to go up relatively. ngsenseinregardtoreachingmen efficiently. But, no one wants to pay dearly for somethingif There are lots of other ways to reach the men, despite he can get itat a better value somewhere else, and . desire on the part of a few stubborn advertisers television is getting in that category at the peak of D stick to the vehicle they want regardlessof cost. its power. Itis true that the largest advertisers will If it were only the NFL, the network involved could continue to spend the bulk of their budgets in tele- et a maximum price-even allowing for a less-than- vision, but the marginal advertisers, with greater needs reak-even yield on the assumption that thegames to wring maximum mileage out of the media, will could be balanced programming anda good loss leader -and then hold firm explore other ways of reaching potential customers. on the sensible grounds that Radio will undoubtedly benefit from this spill -over he NFL negotiators would realize thatthey had more o gain in network than local programming. and magazines will preserve the advertising they have, But, the NFL price is only particularly on a selective basis. The new demographics a forerunner of things forall media will enable an advertiserto pinpoint ocome. Already baseball has demanded its pound the potential buyers and users of his products or serv- f flesh, and all lessersports will quickly follow. Color ias added to the end cost of the total bill and the ices. It may be a greater media mix than ever before, osts must be passed on. using the complementary aspects of all media simply In normal entertainmentprogramming the costs are elatively higher. Pilot films for half-hourshows now un two to three times as highas they did justa sw years ago. Network pilot developmentcostsare roportionately higher. All thesecosts are pass -on costs, f course. Sooneror later the advertiser has to foot hebill.Sometimes he willpay immediately,other Imesif heison a hit show he will pay for the )sers in the premium price charged. Motion picture pricesare up substantially and these ,ccount for about one-fourth of primetime on a project- ble basis. Even the costof covering public events because television is not affordable in the quantityit s staggering and many of theseare unsalable so again formerly was. le cost is amortized over several shows. This is not to cry alarmover the state of television. The principal solutionto these rising costs, since That would be an alarmist of the elevision most unrealistic circulation cannow rise, on the average, sort.In the coming my in proportion season televisionwillbe again to population increases, minus in- a seller's market and advertisers will pretty much take reased competition and attrition in television sets -in- what they can get. But, all the warningsigns are up se, can only be in dilution. Theprograms will have to indicate an inflationary trend that eclipses normal support more commercials of less length in order price increases. The clutter of dilutedcommercials is preservea $35,000 cost per commercialon the verage. no answer. The answer lies in better bargainingon the part of televisionprogrammers and increased re- Other savingsmay be in new methods of transmitting rograms such duction of non-productive costs whichin tandem will asTelstaror CATV-wired services. hold the line so that the ore exposure of commercials equivalent most powerful sales medium to pass -on yet invented will be an economically soundone.-J.B. elevision Age, January 17, 1966 33 Film/Tape Report

ARTISTS AT WORK "has been founded to meet a specific ductions. Earlier he was a film ed Something akin to United Artists need, the need for fresh new ideas tor for United Artists and Univers.' has been set up in the tv commercials in tv commercials filmmaking. Tastes Studios,and hasalsodirected field through the founding of Spec- among the population are rapidly number of tv shows. Among featur tra Films. So far the company has changing," he noted, "and there'sa films to his credit are The Gioconds gained representation forcommer- need as never before for artisans who Smile and Crowded Paradise. cials film -making for John Hubley, can execute the most advanced film Mr. Dubin was with Filmwaysas the well-known animation and graph- ideas." senior vice president in charge of ics specialist; Tom Hollyman, cine- Spectra has made arrangements commercials. Earlier he was a writer matographer (Lord of the Flies) and to use the production facilities of and producer with Paul J. Fennel still photographer, and Tana Hoban, 20th Century -Fox in Hollywood and Co. fashion photographer. According to FIDES (La Fiduciaire d'Editions de M. Simon, who continues as pro

Spectra board chairman Fred Press- Films)inParis. Mr. Pressburger, duction manager and vice presiden priortofoundingSpectra,estab- of Films for Fashions Productions lished Films For Fashions; earlier he in addition to his duties with Spec- directed commercialsat Filmways, tra, has an extensive background in Transfilm-Caravel and Klaeger Pro- cinematography.

Spooks Spice the Midnight Air Columbia Pictures recently scored acoup of sorts when it spliced together 15 parts of an old theatrical serial, Batman, into four -and-a -half hours of mystery, crime and adventure. NowWIIC-TVPittsburgh has bettered the record by programming ona single late -night broadcast some six hours of "horror" features. The station tied four old movies into a "Spook-a-Thon" package, put it on the air after Johnny Carson MR. PRESSBURGER and continued until 5:30 a.m. the next day. The Plymouth Dealers of Pittsburgh took full sponsorship of the burger, the company is seeking yet program, having decided this was the "off -beat approach" they needed to other film talents, with a goal of pro- promote the new models. To build an audience, they gave away a car via viding "the most comprehensive pool- a mail -in drawing. Some 50,000 ing of talent in the country." 1Vlr. entries were received. "We knew _ Pressburger,alongwithMickey we had a pretty good audience to Dubin, president, and Miller Simon, start with," said Paul Harrison of secretary/treasurer, head up an oper- the car dealers' agency, N. W. ation that they like to think of as a Ayer. "What we hadn't realized group of small independent artisans was the impressive audience of who like to do good work. "It's a the station's regular mystery show, i Chiller Theatre, and their loyalty cooperativeventure,"Mr.Press - burger pointed out, "and it gives the to the show's emcee, `Chiller Billy' people involved in it most of the com- Cardile." petitive advantages you usually can "Chiller Billy" emceed the all- only get from going to work for a big night chiller special, which also company. We're providing a climate utilized Bob Prince,Pittsburgh sports personality. It was his job thatissimpatico for thecreative artists; they can pick the jobs they to rise from a grave at 12:30 and announce the name of the winner want to work on. They are artists, not of the automobile. Asked to come Feature hostCardile mere suppliers." on down to the studio, the winning family, afterdrivingin fromPerry - Mr. Pressburger noted thatthe ville, Pa., was introduced on the air at 3:00 .a.m. more creative the filmmakers, the Mr. Harrison and station executives are drawing up plans for more abletheyare"totranslate a repeat "Spook-a-Thon." The agency man said: "We thought all Pittsburghers agency goals into the reality of film, and also to discover new ways to were in bed at that time of night, but after talking with some of the dealers and looking at the mail, I'm convinced we've found make commercials." a whole news "Spectra," Mr. Pressburger said, programming area that hasn't been touched to any extent."

34 Television Age, January 17, 1966 )N THE DOTTED LINE Advertising Directoryof /Cardinal Programs Inc.sold fawaii Callsto KCOP Los Angeles, TTCN-TVMinneapolis, KPTV Port - SELLING COMMERCIALS Ind, and to the Public Service Corn - any in Denver. Production onthe ,ow,to run to 26 half-hours in

Benton & Bowles ,lor, starts this month in the Islands, Avon Products, Inc. M. F.Dreher Company Chemical Bank New York ith Howard Ross of Paradise Pro- uctions as producer, Bill Benning- ,n as director. The show, based on Jebley Edwards' 30 -year radio show,

Isa co -production between Paradise ndFieldCommunicationsCorp. :ordinalPrograms, international alesrepresentativefortheshow,

lso sold Adventure Calls (26 half - WYLDE FILMS, INC., New York CKH, LTD., New York ours in color)to WNEW-TV New Pork,KCRA-TVSacramento, KUTV alt Lake City and WTAR-TV Nor-

Campbell -Ewald olk, andQuest for Adventure to BaliBra Fletcher Richards Chevrolet Motor Division [CRA-TV Sacramento and KTVU San "rancisco. Cardinal also made available two hew shows-Explore the World and Nature's Window. Each consists of 130five-minute segments. In kick- iff,Nature's Window was soldto COSA -TV Odessa, KELP -TV El Paso nd KTRK-TV Houston. PGL PRODUCTIONS, INC., New York ROBERT CARLISLE PRODUCTIONS, Hollywood Priortoitsdebut on ABC-TV, Flue Light was sold to the Canadian Broadcasting Corp. for a' simultane- us start. Deal was made by Frank VS -D Black & Decker Power Tools CleanAir Mogul. Baker,Byrne.Weiss lurray, Canadian salesmanager for wentieth Century -Fox Tv. Itwas Oth-Fox Tv's first foreign sale for ie new series. Meanwhile, 20thsold The Big 'ands to KTLA Los Angeles,WCSH- v Portland, KMSP-TV Minneapolis, oI-TVAmes, WPTAFt.Wayne, WGN-TV Denver and WCPO-TV Ci.n- innati.Theseries,produced by GERALD SCHNITZER PRODUCTIONS, Hollywood PABLO FERRO, FILMS. New York

GN-TV Chicago, runs to 26 half- ours, available in black and white r color on tape or film.

Buick Seven Arts Tv sold Big Night Out McCann E:isk cn Colgate- 007 Ted Bates

11 more stations, Man in Space

seven and The Professionals to x. The 11 taking the Beatles half- pair special: WDCA-TV Washington, 1NEM-TV Flint, WQAD-TV Moline, IIEC-TV Rochester, WCRG-TV Cedar pids,WILX-TV Lansing, KAUZ-TV ichita Falls, WTHI-TV TerreHaute, PELICAN PRODUCTIONS, INC.. New York HNT-TVHuntsvilleand WTAP-TV FILMEX, INC., New York rkersburg. rlevision Age, January 17, 1966

Areyou keepingpace with color? Virtually all '66)67 prime time programming will he in color. With color TV commanding the attention of millions of everybody's hest customers, color commercials are becoming anessential competitive weapon.Shoot in color- give your product a prime chance in prime time, greater viewer impact all the time. For excellence in color, yourproducer and film laboratory rely on Eastman Kodak experience, always and immediately available through the Eastman representative. EASTMAN KODAK COMPANY New York: 200 Park Avenue 212, -MU 7-7080 Chicago: 130 East Randolph Drive 312-236-7234 Hollywood: 6677 Santa Monica Boulevard 213-464-6131 The six Man inSpace specials other studios. Earlierhewas man- Artists TV for15years, most re- wentto WTTVIndianapolis,WCIA aging editor ofPhotoplay, and a re- centlyasdivisionsalesmanager. Champaign, KSLA-TV Shreveport, porterandeditorwiththe New Earlier, hewasassistant to the gen- WMBD-TVPeoria, and WBNG-TV St. York Daily Mirror. Thomas,VirginIslands.Taking GEORGE DIETRICHjoined Cardinal Footstepsonthe Moon, the second Programs Inc.assalesrepresenta- programin the Man inSpace series, tive, headquartering inLos Angeles were WHEC-TVRochester and WHNT- with the midwest and west coast as TVHuntsville. his territory. He was westerndivi- Into the lineup forThe Profes- sionmanagerwith Ziv-United Artists NationalTelefilm Asso- sionalscame WBTVCharlotte, WHEC- and with ciates. Earlier he was withYoung & TVRochester, WNBF-TVBinghamton, Rubicam in account and media work. WRDW-TVAugusta, WHNT-TVHunts- United Artists Tv promoted DICK ville and WSUA-TVHarrisonburg. Trans -Lux Tvleased the Ency- LAWRENCE tovicepresidentand clopaedia BritannicaFilms Library sales manager of the syndication division. Mr. Lawrence has been with MR. JOSEPH to KOMO-TVSeattle. WCAU-TV Phila- delphia took a three-yearextension of Ziv's Economee TV, of the EBF Library. CKLW-TVDetroit eralmanager bought Mack and Myerfor Hire, and beforethat,assistantnational and wPlx New York boughtMan in salesmanagerof World Broadcasting the Moon from the Trans -LuxTop System. In his new post,Mr. Joseph Weisfeldt, who has Draw features package. replacesJerry Felixthe Cat was extended left Four Star. through 1968 by KTIV Sioux City. FEATURING THE FEATURES Through Trans -Lux Tv International, the cartoon series was sold to Tele- Seven Arts sold itsVolume 10 vision Espanola in Madrid. package of 41 feature films toeight stations:KTVISt.Louis, WBRC-TV ZOOMING IN ON PEOPLE MR. LAWRENCE Birmingham, WGHP-TV Winston- GERALD LE1DER waselecteda part- Salem, KTBS-TV Shreveport, KRCR-TV nerand vicepresidentof Ashley UA-TV for 16years,with Economee Redding, WBNS-TV Columbus, KROD- Famous Agency. He is vice president TV Inc. andasgeneralmanagerof TVEl Paso and KID -TV IdahoFalls. in charge of network tv sales for the WorldBroadcastingSystem,both The Fast 23, Seven Arts' bundle agency,and is also in charge of the former subsidiaries of UA-TV. of British features, went to KSHO-TV New Yorkoffice.Beforejoining ABC Films namedBRUCE WEINER Las Vegas, WPHL-TV Philadelphia, Ashley Famous in 1962, Mr. Leider asassistantto'the director of adver- KCTODenver and WKZO-TVGrand tising and promotion, Phil Harmon. Rapids -Kalamazoo. Mr. Weiner had beenwith ABC Seven Artssold Volume 4(l0 Films' international sales office for titles) and Volume 5 (51 titles)to the pastyear.Themovewillcon- WSIL-TV Harrisburg, WDIO-TVDu- solidate promotion efforts for both luth, WSEE-TV Erie and WKYTLex- foreign and domestic markets under ington,andVolume5aloneto oneroof. Before joining ABC Films WHTN-TVCharleston. inlate'64, Mr. Weinerwaswith UPA Pictures soldits package radio stationWBIC Bay Shore, and of six Mr. Magoo features to 13 sta- beforethat,with Lawrence Peska tions,amongthem four CBSOwned Associates. stations-WCBS-TV New York, WCAU- MGM -TV promotedBORIS INGSTER TVPhiladelphia. WBBM-TV Chicago NIU. LE1llEK to the post of producer of MGM -TV and KMOX-TV St.Louis. The other series. He has beenaproductionex- takerswere KTLALos Angeles and wasdirectorofspecialprograms ecutiveonThe Man From U.N.C.L.E. six Taft stations--WTVN-Tv Colum- and directorofprogramsalesat Earlier,heproduced 'Jaimie Mc- bus, WDAF-TV Kansas City, WGR-TV CBS -TV. Earlier, he produced plays Pheeters, Roaring 20s, Cheyenneand Buffalo,WBRC-TV Birmingham. in New York and London. Wagon Train. WNEP-TV Scranton-Wilkes-Barre, and MAC ST. JOHNSjoined Jim Ma- KEN JOSEPH joined Four Star In- WKYT-TV Lexington,-andStorer's honey and Associates. He had been ternationalasvice president, domes- WJBK-TVDetroit and Scripps -How- apublicist at Columbia Pictures and tic sales. He had been with United ard's Wc PO -TV Cincinnati. UPA

38 Television Age, January 17,1966 president Henry G. Sapersteinalso reportedsalesofthefeaturesof Advertising Directory of Japan, Australia,and all of Central and South America. Inarecentweek WOR-TV New SELLING COMMERCIALS Yorkranwhat Embassy Pictures Tv would like tocalla"Joseph E. Levine Festival." In theweek follow-

G -E Cordless Knife Clyne Maxon ing Christmas theRKO General sta- Delco Campbell -Ewald tiontelecast Embassy features14 times. Eleven of the showings were of Hercules Unchained, in the Mil- lion Dollar Movie slots. The others wereDavid and Goliath, Attila and aninstalment in the Sons of Hercules series.

SHOOTING SKEDS HANNA -BARBERA PRODUCTIONS, Hollywood TVA-LEMOINE ASSOCIATES, INC.,New York TriangleStationsandColgate- Palmolive have linedup anumber

of guest stars for Step this Way, Dial Soap Foote, Cone & Belding General Mills Trix Dancer -Fitzgerald -Sample meekly half-hourtape series which started this month in 13 markets, all with Colgate sponsorship. Among thestarsin the lineupareJean- Pierre Aumont, Van Johnson, Mo- nique Van Vooren, Xavier Cugat and Joan Fontaine.

NEW SHINGLE FILMFAIR, NEW YORK PAUL KIM &LEWGIFFORD, New York David B. Feinset up hisown company to produceaserieson mysticism and the occult,incoopera-

D'Arcy General Tire tion with the ParapsychologyFound- Dr.Pepper Company Grant Advertising ation of New York. Thenewentity is David B. FeinProductions, Mr. Feinwas a staff producer -director at WABc-Tv New York. Theseries, to ready for fallprogramming, will in- cludesegmentson extrasensory per- ception, mediums,voodoo andas- trology, andpoltergeists. KEITZ & HERNDON, INC.,Dallas JAMIESON FILM CO.,Dallas PRODUCTAND PILOTS Candid Productionsis settingup a tv program department, with

Dick Falstaff Dancer -Fitzgerald -Sample Max Factor-' Discontints" Carson/Roberts Button,former world'sfigure skating champion,as vice president in charge ofnew production. Mr. Buttonheads upCandidalong with PaulFeigay, formerproducer of Omnibus. Candidis producingthreesports specials fornetwork thisseason-the NorthAmericangymnastic cham- pionships,the worldfigure skating VIDEOTAPE CENTER MARK SHAW ASSOCIATES, INC., New York championshipsandtheEuropean skatingchampionships.In develop-

TelevisionAge, January17, 1966 39 ment are three more specials, on vertisingMedia,and Alfonsode creativesupervisorwithNorman, free fall skydiving, skiing andwa- Zunzunegui, chairmanof the Adver- Craig & Kummel. ter skiing. tising Club ofMadrid and chairman FocusPresentationsjoinedthe In Europe, 20th Century -Fox Tv of the Madrid chapter,IAA. Film Producers Association of New is shooting the pilot for The Man On the panel inAustralia with York. WhoNeverWas,simultaneously chairman J. H. Bowden,federal di- Location shooting will beonthe with episodes for Blue Light. Last rector ofthe Australian Association increase thisyear,according to Ger- month Phil Capice, vice president in ofNationalAdvertisers,areLen ald Schnitzer, head of Gerald Schnit- charge ofprogramdevelopment for Blanket, Broadcasting &Television, zerProductions, who predicted that Benton & Bowles,(whoseclient Sydney; Bernard Holt,AAAA, Syd- "the emphasis will beonthe out- Philip Morrisisunderwriting the ney;R. Burrell, Sterling Pharmaceu- doorsin1966 commercials,prin- pilot), flew to Berlin to meet with ticals Pty., Ltd., Ermington; E.J. cipallybecauseoftheimpactof John Newland, producer and direc- Quick, World Agencies Pty.,Ltd., color.Technically,therewillbe tor of the pilot, andRobert Jacks, Sydney; A. J. Helgeson, Cinesound greater use of natural lighting and 20th's European productionexecu- Productions Pty., Ltd., Rozelle, and aconscious effort by producers and tive. With Mr. Capice went David W.Argall,CommonwealthBank- directors to emphasize movement in Gerber, vice president for 20th'sna- ing Corp., Sydney. commercials," he remarked. tional sales. CONSTANTIN JOFFE rejoined Studio FIRST LADY PRESIDENT Mirisch-Rich Tv Productionsis Associates afterastretchas astaff planningapilotonRun Silent, Run By settingupshop with the unique director at MPO Videotronics. His Deep,successfulfeatureonsub- nameof SYLVIA DAVERN PRESIDENT, return puts back into operation Stu- marine warfare. Sylvia Davern has become the first dio Associates International, themo- Four Star Tv signed Abbe Lane to film studio president from the dis- starina one -womanshow in the taff side. She plans to make fiveor Something Special series. six filmsa year,all documentaries and industrials,no tvcommercials. FESTIVAL FOOTNOTES Miss Davern recently completeda L Spain and Australia, prelimin- film continuously being shown in the arycreative screening panels have newAllied Chemical Tower in New been setup topick entries for the York. In recentyearsshe has worked Hollywood Advertising Club's sixth closelywithFred Mogubgub,on annualInternationalBroadcasting commercials andonsuch projectsas Awards. On the panel in Spain with the recent Mogubgub Hamlet. Earlier, chairman Jo Linten of Movierecord she worked in films with MacKaye areAbilio Bernaldo de Quiros, of and Film Design in Canada. theministryofinformationand MR. JOFFE tourism; Juan Luis Calleja, chair- COMMERCIALS CLAPBOARDS manof the Spanish Advertisers As- VICTOR HURWITZ joined Cunning- tion picture division of SA whichhe sociation; Jorge Garriga Puig, Span- ham & Walshas a tvproducer. He set up in 1963.Mr. Joffenowholds ish delegateto the IAA European had been with Ted Bates & Co.VIVI- the title of president of SAI. Well Council and chairman of the Barce- AN WARSHAW joined Cunningham & knownasbothastill photographer lona Advertising Club; Andres Fa- Walshas anassociate creative direc- and film maker, he began his career galde, chairman of the Club of Ad- tor. She had been vice president and as acinematographer with UFA in

Germany in the 1920s. - Bonded Tv Film Service has do- nateditsservicestothe Diabetes ...is our shtick. Avery special group. Foundation. The film distribution di- The They know what they likein music. So dowc. vision of the Novo Corporation is `Under 30" We dig them. Our `Rock'-orientedspots make processing and sending prints of a immediatecontact. So do the productswe seriesofpublic-servicespotfilms Market... write for. Like Noxzema, Kodak,Colt .45, made by the Foundation to tv sta- Radar, National Beer... tions around the country. QUICK CUTS

LORI N FRANK PRODUCTIONSINC. Pelican Filmsisupdating Trial MUSIC FOR ADVERTISING Balance,afilm produced earlier this

330 EAST 46 ST., NEW YORK 17, N.Y. 433 JARVIS ST., TORONTO5. ONT. CANADA yearfor NASA. The 271A -minute Phone MU 7-1680 Phone 923.5655 colorfilmcoverstherangeof

10 Television Age, January 17, 1966 NASA's activities, from Ranger shots of the moon to Mariner shots of Advertising Directory of Mars, and the manned space shots. Earlier, Pelican made another film SELLING for NASA, Project Apollo: Manned COMMERCIALS Flight to the Moon. A Pelican film onthe Apollo project is now visible intheAllied Chemical towerin

National Beer W. B.Doner Stripe Toothpaste (LeverBros.) J. W. T. New York.

This week (January 20) the In- ternational Radio & Television So- ciety beginsaseries ofnewwork- shopson tvcommercials production. The sessionsareheldonThursdays atthe Johnny Victor Theaterat 12:45p.m.The opening workshop QUARTET FILMS, Hollywood JERRY ANSEL PRODUCTIONS,INC., in the series will beapanel discus- New York siononThe ProductionofaTV Commercial, chaired by George Wy-

land of Fuller & Smith & Ross. In Personna Benton & Bowles Sunbeam Corporation Perrin& Associates following weeks the workshops will be: The Business AffairsofTv Com- mercial Production, chaired by Linc Diamant of Grey Advertising; Color Tv, chaired by Shelly Platt of Ben- ton & Bowles; Video-tape, chaired by Charles Adams of Videotape Center; Film Completion, chairedby Linc Diamant;Musicin Commercials, TV GRAPHICS, INC., NewYork chaired by Roy Eatonof Benton & SARRA-CHICAGO, INC. Bowles; Production Techniques, chaired by A. J.Miranda, Campbell- Ewall, and The Ingredientsofa

Procter & Gamble Dancer -Fitzgerald -Sample Good Commercial,chaired by Man- UnionOilCo. Smock, Debnam & Wadell ning Rubin, vice presidentand director of commercial productionat Grey Advertising. Mr.Rubin is also chairman of the workshopseries. With himonthe panel: William MuyskensofWilliamEsty,Don Trevor of Doyle DaneBernbach and Neal Tardioof Young & Rubicam. ELEKTRA FILM PRODUCTIONS, INC., New York PANTOMIME PICTURES,INC.,Hollywood

F&B/CECOhas madeadeal with Miami's StudioCityto supply the

Rislone Stern,Walters & Simmons studiocomplex with"$1million White FrontStores Grey worth ofequipment." Thecameras, lights,generators, etc., will beper- manentlyinstockatthestudio. There won'theanv transportation

SEROS VIDEOTAPE- TELEVISIONPRODUCTION STUDIO -MOBILE Commercials-Productions Atour studio or on location MID -AMERICA VIDEOTAPE ?RODS., Chicago 104 ConstitutionDrive SANDLER FILM COMMERCIALS, INC., Hollywood Menlo Park, Calif. Phone: 323-3U`) 1

Television Age,January 17,1966 -ll analogy to advertising agencies, charges for trucking equipmentfrom 50 per cent soon.For that reason, inan Pelican has somedurable client rela- F&B/CECO's Hialeah headquarters. we arediverting amajor portionof big -beaked ourequipmentand opening newlo- tionships to brighten its "Extras" will be available at a mo- escutcheon: Robert Hall, thestudio's cationsthroughout thecountry." ment's notice. first client and still asteadyone;Jax Meanwhile, F&B/CECO plans to which Pelican Biever & Steinhave been scoring Beer, commercials for open upoperations in Cleveland and has been turning outfor six years. San Francisco, in addition to its ex- lately with anumber of score assign- andon asingle theme. ments, amongthem musicalthemes isting facilities in Hollywood,Wash- Today the bulk of thestudio's Miami for Shell'sWonderful Worldof Golf, ington, Atlanta, New Orleans, business is in live action assignment anda newjingle for PallMall and and New York. but animation stillplaysanimportant Sullivan, Stauffer.Colwell & Bayles "New York has shownadecline in Notable cartoon commercials people knowwhat role. filmproduction,duringthepast -the "particular from Pelican now beingtelecastare they like" campaign.The tunesmiths year," remarked company president the Saxon -conceivedand DDB-pro- a"prowlingwinter Arthur Florman, "and Idon't in- alsoscored duced series for AmericanAirlines. fanfaronade of trom- tend to wait for this trend to re- sound" with a and the Esso "Tiger in theTank"car- bones for AtlanticRefining's "There's verseitself. I feel it will come back toons. sometime inthefuture,butI've adragon on the prowl"campaign. Current clients in bothanimation foundmoreandmorefilm produc- and live -action includePepsi Cola, tionsarebeing made alloverthe A recent bulletin fromthe Schwerin Ford, Playtex, ParkerBrothers, Col- the "super- United States, in Atlanta, in Texas, Research Corp. says that gate,Bayer Aspirin, and U.S. Steel. in Phoenix, to nameafew locations. imposition" isadoomed device in Many of thesearebeing done by tvcommercials. Quoth the bulletin: DO IT YOURSELF? New York -based producers. We in- "Overall, commercialswithno supers Bandelier Films, in Albuquerque,is tend to take advantage of this trend have been more effective ontheav- offering "a revolutionary new system now, notlater. At present 30 per cent eragethan those that contained su- which permits supermarket managers ofour grossis coming from out of pered copy." In other words, cut out ortheir agents to createanimated town, as compared to five per cent the lettering. motion picture tvcommercials at less a year ago.Thisgrosswill rise to than the cost of photo orslidepro- Made in U.S.A., a short film production." The studio's PAK(Product duced by Paul Kim and Lew Gifford Advertising Kit) containsacomplete Productions, wonaspecial jury prize library of animated film segments in the experimental film categoryof FREE from MODERN TV availabletoadvertiserswhocan the first annual Chicago International choose fromsome5,000 photo ma- New Film Festival. trices. Bandelier will make 10-second opening and closing clips tothe ad- 19611 Catalog Earlier this month entry forms for vertiser'sorder.Thecommercial, theseventhannual American TV Bandeliersays, canbe assembled from of Free Films Commercials Festivalwere sent out afilm cabinet of clip rolls about as to some5000 advertisingmanagers, aprinter sets type from a type case. for Television agencytvproductionheads,and The .kit includes a 16 mmediting A complete listing and capsule station and studio production execu- set withrewinds, viewer and splicer, descriptionof both color and black and white films suitable tives. Thisyearthe contest will in- sparereels, leader and splicing tape. for short short, quarter-hour, clude entries from abroad. Product frames have space for sta- half-hour and series TV programming. tion to superimpose prices. Tv station A wide variety of subject mat- EXPANSION MOVE andannounceradd jingle and voice- ter includes sports, science, health,travel, farm programs, Pelican Films marked the continu- over. women's and home programs ing expansion of its business by open- and a large selection of general ingup aDetroit office. The New York interest films, as well as 12 pro- RecentlycompletedCommercialsforTV- gram series. studio started out 12years agoina Radiousingbackgroundmusicfromthe threeflight walkuponWest 47th WRITE FOR YOUR CATALOG MAJOR MOOD MUSIC LIBRARY Street;nowit occupies three floors Kodak; Scott Paper; Arnold Bakers; in a toweronMadison Avenue, with Hazel Bishop; Ocean Spray; Kinney; 80 staffers. Before the Detroitmove, Good Humor; Pan American; Ford the studio already hadan outpostin MAJOR offersyou afull45 hoursof production music fortitles,bridges, back- Modern TV Chicago. From thestart,Pelican grounds. a Write for demonstration record, free 1212 Avenue of the Americas made its mark in animation, then catalogue and unlimited use rates New York, N.Y. 10036 (212) 765-3100 booming industry; today, it combines THOMAS J. VALENTINO, INC. Serving Television Stations From animation with live -actionasmain- 8 Regional Film Libraries 150 West 46th Street Dept. TA stays in commercials production. As New York, New York 10036-CI 6-4675

42 Television Age, January 17, 1966 JANUARY 17, 1966

TELEVISIONAGE REPORT

a reviewof current activity in national spot tv

aft Broadcasting recentlyfired the larger station groups, which are tiser's increasing demand for more telegrams to agenciesannounc- effectingavariation of the 90 -day concreteinformationinplanning the initiation ofa"selective rate plan. Crosley put.a90 -day plan into campaigns. The timebuyerreaction rotection policy." Thenew program, effect January 3. Storer Broadcasting to the 90-day rate protection policy oming intoeffectonthefirstof introducedathree-month protection has been universally enthusiastic.All ebruary for all Tafttv stations, will policyonits stations at the first of areagreed that it is a great relief to canthatanadvertisercan request a theyear.CBS has offered 90 days be able to complete a buywithout 0 -dayrate protectionprogram, with protection foralong time, andmany suddenly being hit by a rate increase 8 days cancellation notice.This is in independent stations have been work- that throws all the figures off. ddlitionto the standard Taft policy ing undera90 -dayorthree-month Stations offering either 90days of 28 daysprotection and 14days plan foryears. protectionor acombination of both cancellation,sotheadvertisercan This trend stems from the adver- plans, according tosometimebuyers, have his choiceof either of thetwo certainly haveanedgeonthose still Policieswhenhepurchaseshis operating on theone-month protec- schedule. tion policy. uThereason behind this, according Among current and upcoming spot to Taft, is that "forsome time our campaigns from agencies and adver- company has been concerned that tisersacrossthe countryare: under certainconditionssome ad- Alcoa Aluminum Corp. vertisers needgreater rate stability (Ketchum, MacLeod & Grove, Inc., in orderto properly plan and budget N.Y.) forlongertermspot campaigns. Some 25 major markets are lined up for Whileour present policy of 28 days 11 weeks of commercials for ALCOA rate protection and WRAP. Daytime and fringe minutes will 14 days cancella- be used in this campaign starting tion noticeseemsadequatein most January 24. The target audience is cases, we recognize thatit doesnot adult females. Bill Gust is the buyer. offer thenecessary flexibilityto ac- At Chalek & Dreyer, Inc., New York, American Chicle Co. commodatealladvertisersforall Mary LouMorelliwasrecently (Ted Bates & Co., Inc., N.Y.) campaigns." named media buyeronColor forms Fresh activity has broken for SOUR GUM inmore than 30 top and selected Taft'stelegramsarrivedshortly and other toy and foodaccounts at markets. The campaign isset for a I before noticesfrom several otherof the agency. 52 -weekrun. Minute spots are being used to reachwomen who watch in

Television Age, January 17,1966 43 using daytimeminute commercials to reach homemakers.The timebuyer is Buyers'Check List Shirley Becker. Rate Increases Affiliations CaliforniaPacking Corp. ABC-TV: woto-TvDuluth, Minn., became a (Campbell -Ewald Co.,S. F.) wBOc-TV Salisbury,Md.,from primary affiliateof the ABC Tele- Color spots are set tokick off in 11 $175 to $200, effective June 1, 1966. vision Network. markets on Jan. 23 forDEL MONTE Charlotte, N.C., became SEA FOOD. Theproduct will be touted WMTW-TV Portland-Mt.Washing- WCCB-TV for eight weeks in minute spotsin ton, N.H., from $750 to $800,effec- anaffiliate of theNBC Television fringe periods. DorisWilliams buys. tive May 1,1966. Network on anoccasional basis. WTOK-TV Meridian,Miss.,from Carling BrewingCompany $425 to $450, effective June 19, 1966. New Representatives (Liller Neal Battle &Lindsey, Inc., Atlanta) CBS -TV: KVOR-TV Sacramento,Cal.,ap- Weather and sports shows areselected KHSL-TV Chico, Cal.,from $325 to pointed The Katz Agency, Inc., as for spot adjacencies byBLACK LABEL its national sales representative. beer. The break date onthe campaign $350, effective June 5, 1966. is February 1 and over30 markets have KLAS-TV Las Vegas,Nev., from WHto-TV Dayton,Ohio, appointed been lined up. The buyer isBobbie $175 to $200, effective June 18, 1966. Edward Petry & Company, Inc., as Kemp. its national sales representative. NBC-TV: WTRF-TVWheeling, W. Va.,ap- Chrysler Corp. KTVB Boise,Idaho, from $325 to pointed Blair Television as its na- (N. W. Ayer & Son, Inc.,Detroit) $350, effective July 1,1966. tional representative. A spring PLYMOUTH-VALIANT dealer campaign breaks the end ofthis month in five selected markets.Minutes and early and late fringe hours. JimPuffer series of flights for DRISTAN capsules 20's will be seen in primeand fringe is the timebuyer. and tablets. The tablets spots are in periods aiming for the male, car-buying eight top markets and will use early and population. Zebe Henderson isthe buyer. American Home Products Corp. late fringe minutes until April. The - Colgate-Palmolive Co. (various agencies) capsules are being touted in an eight week campaign in 11 markets, with the (Ted Bates & Co., Inc., N.Y.) A new year of activity for American sametimeslots used. Home's BEEF GOULASH has broken Prime ID's are slated for a quick start in eight selected markets. Day and early Borden Company for COLGATE 100 mouthwash, in a fringe minutes are being used ito reach four -week campaign precedingthe larger womenof the house. Bob Reuschle is (Young & Rubicam, Inc., N.Y.) 50 -market extravaganza later on in the buyer at Young & Rubicam. At A full year of spot activity has broken February. The flights, breaking January William Esty, Bill Miller has set up two for DANISH MARGARINE in 15 markets, 24, will be seen in a smallnumber of

IfirAGAgik-tvONE LOOK AT ATLANTA RATINGS will convince you that Five's ISthe alive with sizzlin' buys! Your research will confirm CINEMA 66 +i (Wed. 7:30-9:30pm)as THEOUTSTANDING LOCAL FEATURE PARTICIPATION. Upcoming color features to keep points climbing include "That Forsythe Woman", Errol Flynn and Greer Garson; "Man With A Star", Kirk Douglas, Jeanne Crain; "All That Heaven Allows", Rock Hudson, Jane Wyman;"To Hell and Back", Audie Murphy, Susan Kohner. SCHEDULE 60's IN WAGA-TV MOVIES! Other adult films now scheduled throughoutFive's Movie line-up include The Key, Anatomy of A Murder, An Affair to Remember, Desiree, Niagara,The Egyptian, Court Martial of Billy Mitchell. USE THE "PREMIUM" PLAN! A fixed 60,20, or two fixed ID's in Prime Time earns a 12 Plan Discount onmost additional spots: MORE HOT SPOTS! "OUTERLIMITS" ...first -run b off network, 7:30-8:30PM,Tuesdays,beginning January 11: SHOWS THAT GETRESULTS FROM WAGA-TV ADULTS...Mike Douglas,mornings 10:30-11:55AM, Monday -Friday; LloydThaxton llama 4:30-5:30PM, Monday -Friday;The Early Show, STORER 5:30-7:OOPM, Monday -Friday; PanoramaNews BRQIIXASTING COMPANY 7 and11PM,Monday -Friday;Big Movie, wagan 11:30PM to Conclusion, Saturdaythru Thursday; Represented by Storer Television Sales, Inc, Big Movie Shocker,Fridays!

44 Television Age, January 17,1966 One Buyer's Opinion.. . NOT THE EASY WAYOUT So much has beenheard lately about the value of movies as agood buy that a lot ofpeoplemaythink the media man who suggestsmovie participations wants totake "the easy way out." Movies,everybody knows,reachabroad audience.Movies,everybody knows, have usuallybeen producedatgreatcostwiththebestactors,and they'rehighlypublicized.Movies, everybody knows, changefrom Adam YoungSpeaks... week to week so theydon't suffer from the danger ofalienating huge blocks of viewers over thewholeseason-as abad tv series can do. TIME Movies, everybody knows,oftenareavailable in color. Movies, every- STATION OPTION body knows are-well, you getthe idea. It has been suggestedthat network the movies, it can seem that a buyer control of programs becurtailed. With all these things going for From the viewpointof what programs saves alot of trouble for himself if he takesthe availabilities in the after- are put on overthe national networks,it movie, prime -time movie, morningmovie, late movie or whatever is obvious thatthey are completely re- noon sponsible for this programming.It would else the stations have available.After all, he doesn't have to checkthe seemclear,therefore,thatthey must track record a syndicated showmight have chalked up in other markets. control totally and completelywhat is originated. He doesn't have to worry about how afifthre -runof Sea Hunt will do Let us consider the other aspectof the ascompared to its fourth run. He doesn't have tothink of what may problem-financial control of program- big -rated series that has moved to adifferent ming. Today the producershave a total happen to the audience ofa ofthreecustomers-ABC, CBS and time period. NBC-and some of them wouldprefer to be in partnershipwith the networks Over the long run, he can be pretty certainthe movie package will do rather than to be outsidersattempting to all right. So he's got nothing to worry about. selltheirwares.From thenetwork standpoint, they can obtain a profit on It just ain'tso, men.The buyer who is headed for the movieshasa their programs either as producers or as as great astheyare,aren't theanswer sellers and can probably do equallywell lot of thinking to do, too. Movies, via either route. to everything. As of now, programproducers have aremovies and movies. Some are old filmsfrom the been most unsuccessful insellingfirst First of all, there run shows toadvertisers or stations on a 30's with cast credits that appeared long ago on the obituary pages.Yes, non-network basis. Even the top re -runs alot of these pictures still draw large numbers of viewers-but a lot more and films are offered to thenetworks first because they can afford tomake a aredogs thatcanbe knocked off easily byre -runsof Badge 714, The major commitment. Honeymooners and My Little Margie. There is no alternative.Only a plan forstationoption time during prime Then, therearetime periods and time periods. The buyer who knows hours will make it possible for program his client and his product will know whetheror not amorning movie producers to sell Grade A productions on afirst run basis to eitheradvertisers at 9 will be good for sales. Maybe the late film, with asmaller total orindividual television stations.Stations audience, might be betterat reaching prospects. Maybethe ratingsare must guaranteeclearance on a long term basis to interest the advertiser. biggeronthe afternoon films, but all the kids that the client needsare Today, most major stations are them- staring at cartoonson arival channel. selves programming a certain amountof prime time. However, its lack of unifor- Then, therearethe matters of campaign length and rotation of spots. mity precludes developing a ready mar- If the schedule is short, it's possible that the few movies carrying the ket for the program producer orfor the advertiser who wishes to buy first run spots will all be dogs and the monthly "blockbuster" film will be aired programming during the prime hours. right after the end of therun.Or, if the spotsare putintoarotation plan Station option time seems to be the only answer.It will afford program producers for justafew weeks, they might run early insomeweak films and late a newmarket for top quality, first run in the betterones.Audiences in eithercasewould be below expectations. programs. And, ofcourse,there is always price. Do the movies costmorethan the syndicatedorlocal programmingonother stations? Are they better, or worse, on a cpm basis? We're not implyinginanyof the above that moviesare not asgooda buyasthey're generally touted. Even with _the increasedcosts that seem certain tocome onall the movie packages-both network and local- ourpersonal feeling is thatthe advantages trumpeted by the movie sellers adam really exist. Whatwe are saying is that the timebuyer whoschedules his minutes inamovie package is working just as hard-or should be- young inc. asthe buyer who'spicking minutes here and there in the local dance party or the eighthre -run of NEW YORK CHICAGO ATLANTA BOSTON Victoryat Sea. DALLAS DETROIT LOS ANGELES PORTLAND ST. LOUIS SAN FRANCISCO SEATTLE

Television Age, January17, 1966 l major markets. Judy Green isthe buying R. T. French Company Foote, Cone & Belding.Young & Rubicam iscontinuing itsspecific contact. (Kenyon & Eckhardt,Inc., N.Y.) markets, specific buyer experiment.Ed Nugent has placed spotcampaigns for Continental Baking Co., Inc. February 1 marksthe start of a heavy in his spot. campaignfor JIFOAM in over YUBAN and DREAM WHIP (Ted Bates & Co., Inc., N.Y.) 40 selected and majormarkets. Minute markets. Tom O'Connor hasplaceda Issue date marks the start of new color spots willbe used in daytimeand early year-long campaign for MINUTE RICE spot activityfor WONDER BREAD in and late fringe.timeslots. The buyeris MIXES in a small number ofmarkets, 70 markets. Prime 20's are beingused Louise Haut. using daytime and early fringeminutes. toreach bread -buying moms. The buyer George Harvey at the same agencyhas a12 -week campaign forDREAM WHIP is Dan Monahan. General Foods Corp. breaking at press date in 15 top markets. The product will usedaytime Dodge Dealers Association (various agencies) minute spots. YUBAN activitywill (BBDO, San Francisco) Four weeks of activitybreaks at press break in a large number ofurban Northern California markets are lined date for TOASTEMS, afruit -filled markets in a six -week campaign the upfor a dealer identification campaign breakfast bun, in a largenumber of end of January. Prime and latefringe set to rollFebruary 15. Minutes and selected markets. This product,recently minutes are set for the premiumcoffee. 20's will appear in prime timeslots. The out of testmarkets, will be seen in Tom Lavely is the buyer atOBM. activity will be four weeks in length. minute spots in daytime andearly fringe Bob Brokaw is the buyer. periods. Peter Mann is the buyer at Golden Grain Macaroni Co. (McCann-Erickson, Inc., S. F.) "The San Francisco treat" willbe coming the way of 26 top and selected viewing markets starting on press date. Ten k weeks of cable -car commercials for RICE-A-RONI will be seen in nighttime minutes. Ann Meschery doesthe buying. B. F. Goodrich Rubber Co. (Foote, Cone & Belding, Chicago) 41 Five separate flights break for P. F. FLYERS sneakers in kid shows in over 50 major and selected markets. The seven-week flights start February 28, March 7, March 14, March 28, and April 4. All the commercials will be minute spots seen during the day.Dick, Schoffmamis the buyer. Heublein Corp. (Fletcher -Richards Co., N.Y.) SEE A39 -INCHHOUND* January 27 is the kick-off date for YOU MAYNEVER renewed activity for SNAPPY TOM TOMATO COCKTAIL. M; nutes, 20's and ID's will be used to push this drin BUT... You'llBe "Top Dog" inthe in 20 top and selected markets. The spots will appear in prime, dayand 39th Market with WKZO-TV! fringe timeslots. Jonnie Johns buys. Already the 39th television market$, Just fournew plants,in Kalamazoo Hills Brothers Coffee Company Grand Rapids -Kalamazoo-and the alone,are creating 7,200 newindus- (Foote, Cone & Belding, S. F.) Greater Michiganareacovered by trialand servicejobs,bringingin At last Hills Brothers has penetrated WKZO-TV- arealsoexperiencing over 18,000 new people, and adding the east coast inablitzkreig of 60 thedoggonedestburstofgrowth another$25,000,000innewretail markets, including New York and all ever. sales.That's just Kalamazoo-and WKZO-TV MARKET just part of the growth picture there t COVERAGE AREA ARB '65 No need to be in the doghouse in Media Personals MICH. a big marketthat's getting bigger ®® fast. Buy WKZO-TV andcoverthe FRANK FINN joined Cunningham& 1WM40 (COSTA wholeareashownatleft.Your Walsh, Inc., New York,as amedia Avery-Knodelmanhasourcomplete supervisor. Mr. Finnwaspreviously MO 1[11 AINT pedigree for your inspection. anall -media buyer with the Mar- Oxn Axl And ifyou wantallthe rest of shalk Company, At thesame agency Grand Rapid 01/1.10o upstate Michigan worth having, add EDWIN GROSSO became a mediabuy- Amu LAZO thm xAN4xll WWTV/WlVUP-TV, Cadillac -Sault er.Mr.Grossowasformerlyan A.LO.0AAwA LURoo AVM,, Ste. Marie, to 1VK7.O-TV account executive withWWRLradio. K lamazoo your

SAM- .AA.4 II11Goiu schedule. NANCY FRITZ joined Eisaman, muvx üVAwtf Johns & Laws, Hollywood, as asso- x AGRAN41 Broadbridge Michael,an Irish Wolf hound, ciate media director. She was for- IND ,rood 391E at the shoulder. ;L®oAMN l merlyamedia buyer at MacManus, OHIO $ARB's 1964 Television Market Analysis John & Adams. STEVE DICKLER Was promotedto

RADIO media planner inthe New York WILED KALAMAZOO.RATTLC CRETA WI,, GRAND RAPIDS office of BBDO. He previously was a WITM GRAND RAPIDS.KAIAMAZ00 WWTV.FM CADILLAC WKZO -TV buyeronSchaefer beer, New York

100,000 WATTS CHANNEL 3 1000' TOWER TELEVISION WIIIO.TVGRAND RAPIDS KALAMAZOO Studio. In Both Kalamazoo and Grand Rapid. Telephoneandvariousotherac- WWTV/CADILLAC, TRAVERSE CITY For Gratr W Michigan WWUP.IV SAUL SICMARIE counts. KOLNTV/LINCOLN.MIMES. Awry-Knod.l, Inc, DadAIS. National Rpruntatlrn KOIN.TV GRANO ISLAND.NSA.

46 Television Age, January 17, 1966 JOAN KREJCI withina yearshewasmadeafull ofile . buyer and since has worked on a oanKrejci, buyer onfiveac- variety of accounts. counts atNew York's BBDO- Today she lives along Manhattan's includingChevron,Goodrich, The Upper East Side, dashes over tothe Wall Street Journal-beganher ad- Wollman rink in Central Park for an vertising career withGriswold-Eshle- occasional session of ice-skating.She anin Cleveland.In those "early" enjoysatripnowand then to some days, Joan, agraduate of Ohio State of the local tv markets. "They change withamajor in retailing,did "just soquickly, it's great to getachance bout everything" inthe media de- to seewhat's actually happening in partmentof the Cleveland agency. A them." little later she moved over toanother On herownhook, Miss Krejci shop, Carr Liggett, in the samecity, travels whenever shecan,and al- and became involved not just in me- ready has covered most of the coun- dia but in market andmediare- to themedia responsibility. try, from Florida (whenshe spenta earch, client contact, personal sales- In June, 1960, Miss Krejci-pert, year atthe University of Miami) to anship and liaison with other agen- chestnut -haired, hazel -eyed-made the Pacific Coast. When she's at home ciesintheNationalAdvertising the big jump to New York, toBBDO in New York, she does plenty of Agency Network. She found herself andanassignment as junior buyer reading. representingtheFlorida Avocado onthe Pepsi -Cola account, then just How does she feel about the buy- and Lime Commission, sellingcases landed by BBDO. "I'd been to New er's role in the rapidly changing tv ofa newbourbon to leading restau- Yorkonvisits, and fell in love with landscape around the country? Well, rants in theClevelandarea,inter- it." She wanted to get into the con- foronething,"youdon't neglecta viewing purchasing agentsonindus- sumermainstream of the business, newstation entrant,a newuhf for trial accounts handled by theagency, and there shewas,learning television example, if they've gotawell -rated and tacklingahost of other duties spot buyingon agiant account. sports show and your client's product not on the face of it directly related Miss Krejci learnedsowell that is primarily male -oriented."

The OPRY ALMANAC Ralph Emery, twice named America's Number One Country and Western Disc Jockey,con- ducts an informal hour of country music and LIVE interviews. LIVE, 6:00-7:00 AM, Monday through Friday and NOON Genial Jud Collins and hiscrew (which includes aLIVE orchestra,vocalists,Home- maker, News, etc.) touchon anything that's LIVELY timelyandinteresting;toincludemany famous guests. station LIVE, 12:00-1:00 PM, Monday through Friday for '66 BOBBY LORD SHOW Bobby Lord,one of the brightest young stars of the Grand Ole Opry, sings andswaps stories with famous Opry guests. Jerry Byrdand the (4_, Hired Hands provide musical support. wsm-T LIVE, 4:30-5:30 PM, Mondaythrough Friday IT PAYS TO PARTICIPATE ON WSM-TV!

nashville,tennessee

I levision Age, January17, 1966 47 the buying Company Ft&'te, Cone & Belding.Young It woi..rmarkets. Judy Green is R. 1'. French continuingitsspecific ..vuta_t. Rubicam is (Renton &Ecáhartlt, Inc.,N.Y.) 11141kits. specific buyerexperiment. 1ugruthas placed -pot cautpaigus Continental Baling Co., Inc. February 1 marksthe start of a heavy V IIIP a hie spot campaignfor JIFOAM in over 1-BAN and DREAM (Ted Bute, %Cu., Inc.,N.Y.I major markets.Minute markets. Tom O'Connorhas paceda -10 selected and MINUTERl Issue date marks the start of newcolor willbe used in daytimeand early year-long campaign for -pot- MIXES in a small number ofmark spot activityfor M ONDER BREAD In ,,illIslefl The buyer is 70 markets. Prune 20's are beingused using daytime andearly fringe =inn l,,ut-r!Lot h toreach bread bu' mums.Thr buyer George Haney at the same agency a12 -week campaign furLIRE 111 W isLisa Monahan. General Foods Corp. breaking at press date in 15 top markets. The productwilluseda Dodge Dealer» A»sociatiou It,arious agencies I minute spots. YUBAN activitywill tBBI)O, San Francisco) Four weeks of activitybreaks at press break in a large numberof urban Northern California markets are hued datefor TOASTEMS, afruit -filled markets inasix -week campaign the upfur a dealer identification campaign breakfast bun, in a largenumber of end of January. Prime and latef set toroll February 13. Minutes and selected markets. This product,recently minutes are set for thepremium toff 29's will appear iu primetime-lots.The out of testmarkets, will he seen in Tom Lavely is the buyer alOBM. altivity will be hlor weeks in length minute spots in daytime andearly fringe Bob Brokaw isthe buyer 1.eri li-Peter Mann isthe buyer at Golden Grain Macaroni Co. (McCann-Erickson, Inc., S. F.) "The San Francisco treat" will be oodl the way of 26 top and selectedviewing markets starting un pressdate. Tea weeks of cable -car commercials for RICE-A-RONI will be seen in nighttp minutes. Ann Meschery doesthe buyitlf B. F. Goodrich Rubber Co. (Foote, Cone K- Belding, Chicago) Five separate flights break for P.F. FLYERS sneakers in kid shows inov, SO major and selected markets. The seven-week flights start February 28, March 7, March 14, March 28, and April 4. All the commercials will be minute spots seen during the day.Did Schoflman is the buyer. Ileultlein Corp. (Fletcher -Richards Co., N.V.) SEE A39 -INCHHOUND* January 27isthe kick-off date for YOUMAYNEVER renewed activityfor SNAPPY TOM TOMATO COCKTAIL. *autes, 20's and ID's will be used to push this dril BUT...You'll Be"Top Dog" in the in 20 top and selected markets. Mr spots will appear in prime, day and 39th Market with WKZO-TV! fringetimeslots. Jonnie Johns buys. Already the 39th television markets, Just fournew plants Hills Brothers Coffee Company Grand Rapids -Kalamazoo-and the alone,are creating7,21, (Foote, Cone & Belding, S. F.) Greater Michigan area covered by trialandser\ icejobs,bringingin At lastHills Brothers has penetrated 1 KZO-TV- arealso experiencing over18,(1(1()riltcpeople,and adding the eastcoast in a blitzkreigof 60 thedoggunede-tburstofgrowth another$25.0n0000 infir:, retail market", including New York and all ever WKZO-TV MARKET COVERAGE AREA 455c5 >r fttlltl. 1h' Iia Persunals mud Cunningham 6 alsh, Inc., New York,as amedia -up-rvisur. Mr. Finnwaspreviously anall -media buyer with theMar- shalk Company, At thesame agency WWI 11 t.ausso bee *Mr a media buyer.Mr.Grossowasformerlyan al count executive with wwaLradio. \AM I I IOUjoined Fisaman. Johns 8 Laws, Hollywood, asa- date media director. She was flq mrrlyamedia buyer at MacManus, John d Adams. stt%t.piC\Ltaa a-ptuittulr,I utrdiaplannerinthe New Yule lflisrof BBDO. Ile previously was a buyeron Schaefer beer.New York Teletplwnrandvariousotherac "tint -

felt-mien .lge, Jammu,17, 1 full JOAN KREJCI withina yearshewasmadea Profile buyer and since hasworkedon a JoanKrejci, buyer onfiveac - variety of accounts. counts atNew York's BBDO- Today she lives along Manhattan's includingChevron, Goodrich,The Upper East Side, dashes over tothe Wall Street Journal-beganher ad- Wollman rink in Central Parkforan vertising careerwith Griswold -Eshle- occasional session of ice-skating.She manin Cleveland.In those "early" enjoysatripnowand then to some days, Joan, agraduate of Ohio State of the local tv markets. "Theychange withamajor in retailing,did "just soquickly, it's great to get a chance about everything"in the media de- to seewhat's actually happening in partmentof the Cleveland agency.A them." little later she moved over toanother On herownhook, Miss Krejci shop, Carr Liggett, inthesamecity, travels whenever she can, and al- and became involved not just in me- ready has covered most of the coun- dia but in market andmediare- to themedia responsibility. try, fromFlorida (when she spenta search, client contact, personal sales- In June, 1960, Miss Krejci-pert, year atthe University of Miami) to manship and liaison with other agen- chestnut -haired, hazel -eyed-made the Pacific Coast. When she's at home ciesintheNationalAdvertising the big jump to New York, toBBDO in New York, she does plenty of Agency Network. She found herself andanassignment as juniorbuyer reading. representingtheFlorida Avocado onthe Pepsi -Cola account, then just How does she feel about the buy- and Lime Commission, selling cases landed by BBDO. "I'd been toNew er's role in the rapidly changing tv ofa newbourbon to leading restau- Yorkonvisits, and fell in love with landscape around the country? Well, rants in the Cleveland area, inter- it." She wanted to get into the con- foronething,"youdon't neglecta viewing purchasing agentsonindus- sumermainstream of the business, newstation entrant,a newuhf for trial accounts handled by theagency, and there shewas,learning television example, if they've gotawell -rated and tacklingahost of other duties spot buyingon agiant account. sportsshow andyourclient's product not on the face of it directly related Miss Krejci learnedsowell that is primarily male -oriented."

Wit» The OPRY ALMANAC Ralph Emery, twice named America's Number One Country and Western Disc Jockey, con- ducts an informal hour of country music and LIVE interviews. LIVE, 6:00-7:00 AM, Monday through Friday and NOON Genial Jud Collins and his crew (which includes a LIVE orchestra,vocalists,Home- maker, News, etc.) touchon anything that's LIVELY timelyandinteresting, to includemany famous guests. station LIVE, 12:00-1:00 PM, Monday through Friday for '66 BOBBY LORD SHOW Bobby Lord,one of the brightest young stars of the Grand Ole Opry, sings andswaps stories with famous Opry guests.Jerry Byrd and the Hired Hands provide musical support. WSM-T LIVE, 4:30-5:30 PM, Mondaythrough Friday IT PAYS TO PARTICIPATE ON WSM-TV!

nashville, tennessee

Television Age,January 17, 1966 47 what's in Rep Report

THOMAS R. NUNAN, JR.,(l.), Vice KEVIN MCDERMOTT WaSpromoted the middle president of group marketing atthe toNew York sales managerof Blair New York office ofCrosley Broad- Television MarketDivision. Mr. Mc- casting's BroadcastCommunications Dermott joinedBlair in1957, as makes the big Group, was elected tothe companv', an accountexecutive. CAL COLEMANjoined the television sales staff of TheKatz Agency, Inc., difference: in therepresentative's Chicago office. Mr. Coleman waspreviously a N. Y. salesman with WCIA Champaign,Ill. 1 w.,w TED VAN ERK waselected a vice president at Peters, Griiffin,Wood- wood, Inc. Mr. Van Erk,New York

board of directors. At the sametime, TODD R. CAULOCHER(r.)waselected vice president incharge of television sales for BCG's westerndivision. Mr. Nunan previously wasdirector of specialprojectsandresearchat CrosleyBroadcasting's NewYork sales office. Mr.Gaulocher was managerof the Chicago officeof BCG, in charge oftelevision sales. r'HOMASJ.TIILSON wasnamed vice presidentand sales managerof Metro TV Sales, adivision of Metro- media,Inc.Mr. Tilson wasvice president -generalsales managerof sales manager for the representa. ...and in be- Lives'east-southeasttelevisionsta- WNEW-TVNew York for a year fore returning tothe Eastern sales tions joined PGW in 1959.Previous- manager'sposition whichhe had ly he was a special agent forthe Pennsylvania held for three years. FBI.

month campaign for it'sWJAC-TV of NewEngland. Athree-week campaign placeda two breaks at pressdate usingdaytime SUNSHINE RINSE. The spots,breaking minutes with someadditional cash lying at press date,will be all in fringe Number of Countries Covered . .. 31 choice spots. timeslots in 13 major markets.One around for houndred and ten markets are scheduled TV Homes in Area . . . 538,500 Humble Oil andRefining Co. foralate January campaign forSWAN LIQUID. Two flights, one ofpiggybacks Homes Reached Weekly...72% (McCann-Erickson, Inc.,N.Y.) and the other 60's, will saturatethe commercials for ESSO markets for three months. DaveHockberg Daytime Viewers, Doily Average . . 214,250 A second series of breaks in February in twosections, buys. Nighttime Viewers, Doily Average...270,470 February 7 and 20.Using prime 20's and ID's the spots are setin 40 major Lucky Lager Brewing Co. National TV Market Position . 27th markets. Don Garvey isthe timebuyer. (BBDO, San Francisco) except where indicated, according to the Kayser -Roth Corp. February 8 in the first day of a spot most recent Neilson Coverage Service campaign for LUCKYLAGER BEERin ARB TV Home Estimates, September 1963 (Daniel & Charles, Inc.,N.Y.) anumber of west coast markets. Minutes **Television Magazine '64 The second week in Februaryis the are going 'tobe used in the 16 -week start datefor stepped up actionfor run.Beverly Krikac is the buyer. America's 27th Largest Market SUPP-HOSE in 35 topmarkets. Early and late weekday minutesand piggybacks Miles Laboratories vG: will be used to reach menand women. (Jack Tinker & Partners, N.Y.) The campaign is expected to last two months. Bonnie Green does thebuying. About 100 markets have seen the start .l SERVINGMILLIONS FROM of spot activity for ALKA SELTZER at ATOP THE ALLEGHENIES Lever Brothers pressdate. The minute commercials willrununtil the first week in June (various agencies) in early and late fringe timeslots.The AtSSC&B BobBaker has set up a heavy target audience is men and women. campaign for FINAL TOUCH in a Thecompanyis introducing a new selected number of markets ineight commercial in test markets but will use weeks of activity breaking at pressdate. the famous "no matter what shape your JOHNSTOWNCHANNEL 6 The flights will consist of minute spots stomach's in" foralarge part of the `7' in daytime shows. Also at SSC&B a campaign. Ellen Kourtides and Ken ...:;,:.;:

. .. . tmtkisz. ALLbreaks January 23 and runs for Represented Nationally by 45 weeks in two dozen top markets. Murray Allen Imports The activity will concentrate on late HARRINGTON, RIGHTER & PARSONS, INC. fringe minutes with some early fringe (Daniel & Charles, Inc., N.Y.) Affiliated withWJAC-AM-FM spots. GeorgeRohrs is the buyer. At Activity has broken in four selected The Johnstown Tribune -Democrat Stations J. Walter Thompson Florence Gulla has markets forMENTHO-LYPTUS,a

Television Age, January 17, 1966 mentholated candy cough -drop. The drop Thomas Leeming Co. James O. Welch Co. comesin various flavors, according (LaRoche, McCaffrey & McCall, N.Y.) (William Esty, Co., Inc., N.Y.) totimebuyer Winnie Moran. ID's are being used in the 13 -weeksof activity Four months of cold weather activity Piggybacks are slated to break January aimed at women and mothers. are runningfor BEN -GAY VAPO RUB 23 for WELCH CANDY. The seven -week in a large number of markets. Daytime candy campaign will be viewed in minutes are being used to reach moms daytime slots by tots in 33 major Noxzema Chemical Co. whoare sore-muscle conscious. Warren markets. Frank King isthe timbuyer. (Sullivan, Stauffer, Colwell & Bayles, Means is the buyer. Inc., N.Y.) Seventeen weeks of fringe activity have Waterman -Bic Pen Corp. J. B. Williams Co. broken in 30 markets for NOXZEMA (Ted Bates & Co., Inc., N.Y.) SKIN CREAM. The 12 -week campaign (Parkson Advertising Agency, Inc., February 7 is the start date for the usesminute spots in order to reach N.Y.) womenand mothers. Charles Woodruff grandiose BICpen saturationcampaign. is the buyer. The 100 top marketsare going tobe A test campaign for AQUA VELVA used to reach 50 million homes. Spot de-perspirant is set to run for six schedules consist of minutes and ID's, months in the mid -west. The flight, Peter Paul, Inc. the minutes showinga penbeing fired breaking the first week in February, (Dancer -Fitzgerald -Sample, Inc., throughawooden plank. Jim Puffer is willuseminute spots in early and late the timebuyer. timeslots. Herb Gruber is the timebuyer. N.Y.) ALMOND JOY and MOUNDS candy barsarethe subject ofa spot campaign breaking February 1 in 50 markets. The WHOTV attempt isto reach the entire family WHOTV sominute spots will be placed around WHOTV news shows and in early fringe family WHOTV shows. Gene Dewitt is the buyer. WHOTV WHOTV Scott Paper Company WHOTV WHOTV (Ted Bates & Co., Inc., N.Y.) WHOTV Sixty major marketsarescheduled for ahalf-year campaign for Scott SOFT WHOTV WEAVE. The tissue will be promoted WHOTV in 60 -secondspots breaking at issue WHOTV date. The timebuyer is Al Peterson. WHOTV WHOTV WHOTV Sterling Drug, Inc. WHOTV (West, Weir, Bartel, Inc., N.Y.) HOTV A February campaign for CAROID HDTV will reach 30top and selected markets. The ads, directedat older women, will HDTV be placed in daytime and fringe Incredible though it sounds, theaverage OTV timeslots. Bob Decker is the Iowa farmer makes $16,869peryear.* OTV timebuyeron the product. In fact, everythingyou have everheard OTV about Iowa agriculture is true -but OTV business, here, isevengreater! OTV Shell Oil Co. WHOTV (Ogilvy, Benson & Mather,Inc., Theaveragefarm in Iowa isa pros- WHOTV N.Y.) perousfamily operation of 202 acres, is highly mechanized to make farming WHOTV Sixty marketsare setfora heavy WHOTV campaign for this manufacturer's almosta"factory" type of industry. WHOTV gasoline and oil products. The For example, Iowa 1963 farm equipment WHOTV campaign, breaking currently and saleswere $225,944,000.* * WHOTV running for 13 weeks,uses minutes and 20'sto reach a male audience. Better still, though, Iowa's income WHOTV Markets include Houston,St. Louis, from manufacturing is approximately WHOTV Tacoma, New York, Boston,and San twice its income from farming (nearly $6 WHOTV Francisco. The buyersare Jay Taylor BILLIONperyear). WHOTV and John Lizars. WHOTV If Iowa is one of your "hot" markets WHOTV Stokeley-Van Camp -and it should be-givesomethought Co. to WHO -TV. And let us give some WHOTV (Lennen & Newell,Inc., N.Y.) OTV thought toyou.As an old and success- TV This manufacturer'sfruits and vegetables ful broadcasting operation, serving 42 TV are being promoted ina ten week counties in the very heart of Iowa,* * * we campaign usingminutes and 20's ina TV small number ofselected markets. The have far more to offer you than a great TV audience iswomen. Mary Haynie is the agricultural AND industrial audience. TV t i mebuyer. Ideas and experience, for instance. May TV we sendyouall the facts? 1110 :TV TidewaterOil Co. *U.S. Dept. of Agriculture. 1963 HDTV °°Sales Management, June 10, 1966 (Grey AdvertisingAgency, Inc., ' ° °NCS '61 WHO -TV N.Y.) WHOTV Mid -winteradvertising for thiscompany's petroleum productsbreaksat press date CHANNEL 13 DES MOINES WHOTV ina number of selectedeastern markets. Early and latefringe minutesand prime 20'sare slated to reachmen. Mike 4140:r PETERS, GRIFFIN, WOODWARD, INC., Taylor isthe buyingcontact° National Representative,

TelevisionAge, January17, 1966 I' major markets. Judy Green is the buying R. T. French Company Foote, Cone & Belding.Young & I contact. Rubicam iscontinuing itsspecific (Kenyon & Eckhardt, Inc.,N.Y.) markets, specific buyer experiment.Ed Continental Baking Co., Inc. February 1 marks the startofaheavy Nugent has placed spotcampaigns for spot campaignfor JIFOAM in over YUBAN and DREAM WHIPin his (Ted Bates & Co., Inc., N.Y.) 40 selected and majormarkets. Minute markets. Tom O'Connorhas placed a Issue date marks the start of new color spots willbe used in daytime andearly year-long campaign for MINUTERICE spot activityfor WONDER BREAD in and late fringe .timeslots.The buyer is MIXES in a small numberof markets, 70 markets. Prime 20's are being used Louise Haut. using daytime and earlyfringe minutes. to reachbread -buying moms. The buyer George Harvey at the same agencyhas is Dan Monahan. a12 -week campaign forDREAM WHIP General Foods Corp. breaking at press date in 15 top Dodge Dealers Association markets. The product will usedaytime (various agencies) minute spots. YUBAN activitywill (BBDO, San Francisco) Four weeks of activity breaks at press break in a large numberof urban Northern California markets are lined date for TOASTEMS, a fruit -filled markets in a six -week campaignthe upfor a dealer identification campaign breakfast bun, in a large number of end of January. Prime and late fringe set to rollFebruary 15. Minutes and selected markets. This product, recently minutes are set for the premiumcoffee. 20's will appear in prime timeslots. The out of testmarkets, will be seen in Tom Lavely is the buyer atOBM. activity will be four weeks in length. minute spots in daytime and early fringe Bob Brokaw is the buyer. periods. Peter Mann is the buyer at Golden Grain Macaroni Co. (McCann-Erickson, Inc., S. F.) "The San Francisco treat" willbe comin the way of 26 top and selected viewing markets starting on press date. Ten weeks of cable -car commercials for RICE-A-RONI will be seen in nighttim minutes. Ann Meschery doesthe buying. B. F. Goodrich Rubber Co. (Foote, Cone & Belding, Chicago) Five separate flights break for P. F. FLYERS sneakers in kid shows in over 50 major and selected markets. The seven-week flights start February 28, March 7, March 14, March 28, and April 4. All the commercials will be minute spots seen during the day. Dick Schoffman, is the buyer. Heublein Corp. Co., N.Y.) SEE A39 -INCHHOUND* January 27 is the kick-off date for YOU MAYNEVER renewed activity for SNAPPY TOM TOMATO COCKTAIL. Minutes, 20's and ID's will be used to push this drin BUT... You'llBe "Top Dog" in the in 20 top and selected markets. The spots will appear in prime, day and 39th Market with WKZO-TV! fringe timeslots. Jonnie Johns buys. Already the 39th television market$, Just fournew plants, inKalamazoo Hills Brothers Coffee Company Grand Rapids -Kalamazoo-and the alone,arecreating 7,200newindus- (Foote, Cone & Belding, S. F.) Greater Michiganarea covered by trialand servicejobs,bringingin At last Hills Brothers has penetrated WKZO-TV- arealso experiencing over 18,000 new people,and adding the eastcoast in a blitzkreig of 60 thedoggonedestburstofgrowth another$25,000,000innewretail markets, including New York and all ever. sales.That's just Kalamazoo-and WKIO-TV MARKET just part of the growth picture there! COVERAGE AREA ARB '65 No need to be in the doghouse in Media Personals abig market that's getting bigger fast. Buy WKZO-TV andcoverthe FRANK FINN joined Cunningham & wholeareashownatleft.Your Walsh, Inc., New`York,as amedia Avery-Knodelmanhasourcomplete supervisor. Mr. Finnwaspreviously pedigree for your inspection. an all-media buyer with the Mar- And ifyou wantallthe rest of shalk Company, At the sameagency upstate Michigan worth having, add EDWIN GROSSO became a media buy- WWTV/11'ii'UP-TV, Cadillac -Sault er.Mr.Grossowasformerlyan Ste. Marie, to your li'KZO-TV account executive withWWRLradio. schedule. NANCY FRITZ joinedEisaman, Johns & Laws, Hollywood, as asso- Broad bridge Michael, an Irish Wolf hound, ciate media director. Shewasfor- stood 391/'at the .shoulder, merlyamedia buyer at MacManus, $ARB's 1964 Television Alarket Analysis John & Adams. STEVE DICKLER was promotedII, .'e' .J7a/ir,t.s 110010 media planner inthe New York WKtO KALAMAZOO BALTIC CRUD WILT GRAND RAPIDS office of BBDO. He previouslywas a WIYM GRANO RAPIDS. KALAMAZOO WWIV.RM CADOLAC WKZO -TV buyeronSchaefer beer, New York

100,000 WATTS CHANNEL 3 1000' TOWER TELEVISION Studio. In Both Kalamazoo and Grand Rapids WKZO.TV GRAND RAPIDS KALAMAZOO Telephoneandvariousotherac- WWIV/CAIIII LAC. IRAVLRSF CITY For Grater W.t.rn Michigan WWUP-711 SADL1 SII MARIE counts. KOIN TV/LINCOLN, NfRRASKA Av.ry-Knodrl, Inc., E.rlu,ir. National R.pr...ntallru KCIN.TY GRANO ISLAND. Nf II.

46 Television Age, January 17,1966 JOAN KREJCI withina yearshewasmade a full Profile . buyer and since has worked on a oanKrejci, buyer onfiveac - variety of accounts. alcounts atNew York's BBDO- Today she lives along Manhattan's including Chevron,Goodrich, The Upper East Side, dashes over to the Wall Street Journal-beganher ad- Wollman rink in Central Park for an vertising careerwith Griswold -Eshle- occasional session of ice-skating. She manin Cleveland.In those "early" enjoysatrip now and then to some days, Joan, a graduateof Ohio State of the local tv markets. "They change withamajor in retailing,did "just soquickly, it's great to getachance about everything"in the media de- to seewhat's actually happening in partmentof the Cleveland agency.A them." little later she moved over toanother On herownhook, Miss Krejci shop, Carr Liggett, in the samecity, travels whenever shecan,and al- and became involved not just in me- ready has covered most of the coun- dia but in market and media re- to themedia responsibility. try, from Florida (when she spent a search, client contact, personal sales- In June, 1960, Miss Krejci-pert, year atthe University of Miami) to manship and liaison with other agen- chestnut -haired, hazel -eyed-made the Pacific Coast. When she's at home ciesintheNationalAdvertising the big jump to New York, toBBDO in New York, she does plenty of Agency Network. She found herself andanassignment as junior buyer reading. representingtheFlorida Avocado onthe Pepsi -Cola account, then just How does she feel about the buy- and Lime Commission, sellingcases landed by BBDO. "I'd been to New er's role in the rapidly changing tv ofa newbourbon to leading restau- Yorkonvisits, and fell in love with landscape around the country? Well, rants in the Cleveland area, inter- it." She wanted to get into the con- foronething,"youdon't neglecta viewing purchasing agentsonindus- sumer mainstreamof the business, newstation entrant,a newuhf for trial accounts handled by theagency, and there shewas,learning television example, if they've gotawell -rated and tacklingahost of other duties spot buyingon agiant account. sports showandyourclient's product not on the face of it directly related Miss Krejci learnedsowell that is primarily male -oriented."

The OPRY ALMANAC Ralph Emery, twice named America's Number One Country and Western Disc Jockey,con- ducts an informal hour of country music and LIVE interviews. ad LIVE, 6:00-7:00 AM, Monday through Friday NOON Genial Jud Collins and hiscrew (which in- cludesa LIVE orchestra,vocalists,Home- maker, News, etc.) touchon anything that's LIVELY timelyandinteresting;toincludemany famous guests. station LIVE, 12:00-1:00 PM, Monday through Friday for '66 BOBBY LORD SHOW Bobby Lord,one of the brightest young stars of the Grand Ole Opry, sings andswaps stories with famous Opry guests. Jerry Byrdand the Hired Hands provide musical support. WSM-T LIVE, 4:30-5:30 PM, Mondaythrough Friday IT PAYS TO PARTICIPATE ON WSM-TV!

nashville,tennessee

Television Age,January 17, 1966 47 what's in Rep Report THOMAS R. NUNAN, Ja.,(I.), vice KEVIN MCDERMOTT WaSpromoted the middle president of group marketing at the toNew York sales managerof Blair New York office of CrosleyBroad- Television MarketDivision. Mr. Mc- casting's Broadcast Communications Dermott joinedBlairin1957, as makes the big Group, was elected tothe eompanv's an accountexecutive. CAL COLEMANjoined the television sales staff of The KatzAgency, Inc., difference: in therepresentative's Chicago of- previously a N. Y. fice. Mr. Coleman was salesman with WCIA Champaign, Ill. TED VANERICwaselected a vice president at Peters, Griiffin, Wood- wood,Inc. Mr. Van Erk, New York

board of directors. At the sametime, TODD R. GAULOCHER(r.) was elected vice president incharge of television sales for BCG's westerndivision. Mr. Nunan previously wasdirectorof specialprojectsandresearchat CrosleyBroadcasting's New York sales office. Mr.Gaulocher was managerof the Chicago officeof BCG, in charge oftelevision sales. THOMASJ.TIILSON wasnamed vice presidentand sales managerof MetroTVSales, a division ofMetro- media, Inc. Mr.Tilson was vice president -generalsales manager of sales manager forthe representa- ...and in televisionsta- WNEW-TVNew York for a yearbe- tives'east-southeast fore returning tothe Eastern sales tions joined PGW in 1959. Previous- Pennsylvania manager'sposition whichhe had ly he wasaspecial agent for the held for three years. FBI.

it's WJAC-TV of NewEngland.Athree-week campaign placeda twomonth campaign for breaks at pressdate using daytime SUNSHINE RINSE. The spots, breaking additional cash lying atpressdate, will be all in fringe Number of Countries Covered minutes with some ...31 around for choice spots. timeslots in 13 major markets. One houndred and ten markets are scheduled TVHomes in Area . . . 538,500" Humble Oil andRefining Co. foralate January campaign forSWAN LIQUID.Two flights, one of piggybacks Homes Reached Weekly. . . 72% (McCann-Erickson, Inc., N.Y.) and the other 60's, will saturate the commercials for ESSO Daytime Viewers, Daily Average . . 214,250 A second series of markets for three months. Dave Hockberg breaks in February in two sections, buys.

Nighttime Viewers, Daily Average...270,470 February 7 and 20. Usingprime 20's and ID's the spots are set in40 major Lucky Lager Brewing Co. National TV Market Position . 27th' markets. Don Garvey is thetimebuyer. (BBDO, San Francisco) except where indicated, according to the Kayser -Roth Corp. February 8 in the first day of a spot most recent Neilson Coverage Service campaign forLUCKY LAGER BEERin ARB TV Home Estimates, September1963 (Daniel & Charles, Inc., N.Y.) anumber of west coast markets. Minutes **Television Magazine '64 The second week in Februaryis the are going .tobe usedih the 16 -week start date forstepped up action for run.Beverly Krikac is the buyer. America's 27th Largest Market SUPP-HOSE in 35 top markets. Early and late weekday minutes andpiggybacks Miles Laboratories will be used to reach men and women. (Jack Tinker & Partners, N.Y.) The campaign is expected to last two months. Bonnie Green does the buying. About 100 markets have seen the start SERVING MILLIONS FROM of spot activity for ALKA SELTZER at ATOP THE ALLEGÑENIES Lever Brothers pressdate. The minute commercials will run until the first week in June 4,1 (various agencies) in early and late fringe timeslots. The At SSC&B Bob Baker has set up a heavy target audience is men and women. campaign for FINAL TOUCH in a Thecompany isintroducing a new selected number of markets in eight commercial in test markets but will use your JOHNSTOWN-CHANNEL 6 weeks of activity breaking at press date. the famous "no matter what shape The flights will consist of minute spots stomach's in" foralarge part of the in daytime shows. Also at SSC&B a campaign. Ellen Kourtides and Ken television campaign for COLD WATER Brandtarethe buying team. ALL breaks January 23 and runs for Represented Nationally by 45 weeks in two dozentopmarkets. Murray Allen Imports The activity will concentrate on late HARRINGTON, RIGHTER & PARSONS, INC., fringe minutes with some early fringe (Daniel & Charles, Inc., N.Y.) Affiliated with WJAC-AM-FM spots. George Rohrs is the buyer.At Activity has broken in four selected The Johnstown Tribune -Democrat Stations J. Walter Thompson Florence Gulls has markets for MENTHO-LYPTUS,a

48 Television Age, January 17, 1966 19 mentholated candy cough -drop. The drop Thomas Leeming Co. James O. Welch Co. comesin various flavors, according (LaRoche, McCaffrey & McCall, N.Y.) totimebuyer Winnie Moran. ID's are (William Esty, Co., Inc., N.Y.) being used in the 13 -weeks of activity Four months of cold weather activity Piggybacksareslated tobreak January aimed at women and mothers. arerunning for BEN -GAY VAPO RUB 23 for WELCH CANDY.Theseven-week inalarge number of markets. Daytime candy campaign will beviewed in minutesarebeing used to reachmoms daytime slots by tots in33 major Noxzema Chemical Co. whoare sore-muscle conscious. Warren markets. Frank King isthe timbuyer. (Sullivan, Stauffer, Colwell & Bayles, Means is the buyer. Inc., N.Y.) Seventeen weeks of fringe activity have Waterman -Bic Pen Corp. J. B. Williams Co. broken in 30 markets for NOXZEMA (Ted Bates & Co., Inc., N.Y.) SKIN CREAM. The 12 -week campaign (Parkson Advertising Agency, Inc., uses minute spotsin order to reach February 7 is the start date for the N.Y.) womenand mothers. Charles Woodruff grandiose BICpen saturationcampaign. is the buyer. The 100 top marketsaregoing to be A test campaign for AQUA VELVA used to reach 50 million homes. Spot de-perspirant is set to run for six schedules consist of minutes and ID's, months in the mid -west. The flight, Peter Paul, Inc. the minutes showinga pen beingfired breaking the first week in February, (Dancer -Fitzgerald -Sample, Inc., throughawooden plank. Jim Puffer is willuseminute spots in early and late the timebuyer. timeslots. Herb Gruber is the timebuyer. N.Y.) ALMOND JOY and MOUNDS candy barsarethe subject ofa spotcampaign breaking February 1 in 50 markets. The WHOTV attempt is to reach the entire family WHOTV sominute spots will be placed around WHOTV news shows and in early fringe family WHOTV shows. Gene Dewitt is the buyer. WHOTV WHOTV Scott Paper Company WHOTV WHOTV (Ted Bates & Co., Inc., N.Y.) WHOTV Sixty major marketsarescheduled for ahalf-year campaign for Scott SOFT WHOTV WEAVE. The tissue will be promoted WHOTV in 60 -secondspots breaking at issue WHOTV (late. The timebuyer is Al Peterson. WHOTV WHOTV WHOTV Sterling Drug, Inc. WHOTV (West, Weir, Bartel, Inc., N.Y.) HDTV A February campaign for CAROID HDTV will reach 30top and selected markets. The ads, directedat older women, will HOTV be placed in daytime and fringe Incredible though it sounds, theaverage OTV timeslots. Bob Decker is the Iowa farmer makes $16,869peryear.* OTV timebuyeron the product. In fact, everythingyou have ever heard OTV about Iowa agriculture is true-but OTV business, here, iseven greater! OTV Shell Oil Co. WHOTV (Ogilvy, Benson & Mather,Inc., Theaveragefarm in Iowa isa pros- WHOTV N.Y.) perousfamily operation of 202acres, is highly mechanized to make farming WHOTV Sixty marketsare set for a heavy WHOTV campaign for this manufacturer's almosta"factory" type of industry. WHOTV gasoline and oil products. The For example, Iowa 1963 farm equipment WHOTV campaign, breaking currentlyand saleswere $225,944,000. * * running for 13 weeks,uses minutes WHOTV and 20'sto reach a male audience. Better still, though, Iowa's income WHOTV Markets includeHouston, St. Louis, from manufacturing is approximately WHOTV Tacoma, New York,Boston, and San twice its income from farming (nearly $6 WHOTV Francisco. Thebuyersare Jay Taylor BILLIONperyear). WHOTV and John Lizars. WHOTV If Iowa isoneofyour "hot"markets WHOTV Stokeley-VanCamp Co. -and it should be-givesome thought to WHO -TV. And letusgive some WHOTV (Lennen & Newell, Inc., N.Y.) thought to you. As an old andsuccess- OTV This manufacturer'sfruits and vegetables ful broadcasting operation, serving 42 TV are being promoted in TV a ten week counties in the very heart of Iowa,* * *we campaign usingminutes and 20's ina TV small numberof selected markets.The have far more to offeryou than a great TV audience iswomen. Mary Haynie is the agricultural AND industrial audience. TV timebuyer. Ideas and experience, for instance. May TV we sendyouall the facts? HOTV TidewaterOil Co. °U.S. Dept. of Agriculture, 1963 O*Sales Management, June 10, 1965 HDTV (Grey AdvertisingAgency, Inc., °°"NCS '61 WHOTV N.Y.) WHOTV Mid -winteradvertising forthis company's petroleum productsbreaksat press date CHANNEL 13 DESMOINES WHOTV in a number of selectedeastern markets. Early andlate fringeminutes and prime 20'sare slated to reachmen. Mike PETERS, GRIFFIN, WOODWARD, INC., Taylor isthe buyingcontaotw FFF-"National Representatives

TelevisionAge, January17, 1966 The Fulfillment of a WISH."This building,"saidowner John Hay Whitney atthe September dedicationof thenew WISH -TV studios in Indianapolis,"may not be therealization ofadream, but it is the fulfillmentofaWISH." And ina wayitwas...awish andadetermination to build into a single television structure acreative environment,production efficiency and architectural distinction. Located only five minutesfrom the heart of Indianapolis, this building reflects thenewvitality of the entire central Indiana CORINTHIAN areawhere agriculture and industry combine tomake the nation's fifteenth televisionmarket-a market where Á,,r,._ both advertisers and viewers are best served by WISH -Tv. Represented by H -R Responsibility in Broadcasting

e KXTV, Sacramento-KHOU-TV,Houston-WISH-TV, Indianapolis-WANE-TV,Fort Wayne-KOTV, Tulsa

who, Est ar LtiAa ¡WallStreetReport

Well -planned.The success of Metro- tion policies on inventory costs.In Goldwyn -Mayer inworking out a previousyearsMGM usedan amor- well -planned approach tothe produc- tization table, based on its own ex- tion anddistribution of films not perience, which matched costs against only for theatricaldistribution but rentals earned by the films. But in for use on televisionisoneof the recent years there has beensucha brightest developments inHollywood. wide variation not only in returnson The company hasstrengthenedits films but also in the pattern of releas- negotiatingpositionimmeasurably, ing them that the old table was not gained greater control of its product, truly representative of whatwashap- diversified its distribution setup and, pening. Amore accuratematching of most important,increased its profit- costsand rentalsisobtained by ability-a trend which is expected to amortizing the film rentals earned to continue in the current fiscal year. the film rentals expected to be earned The most surprising development by managementasof the date in- of 1965wasin the fact that MGM, volved. This is the approach theman- a companywhich has such valuable agement adoptedin1965.Ifthe tvpropertiesasDr. Kildare, Mr. change had not been made profits for Novak, The Man From U.N.C.L.E., theyearwould have been understated Flipper, actually lostmoney onits by about $690,000. tv production last year. It suffered Thesemoves,while important for aloss of $228,000 in thatarea com- the specificyearunder review do not ofsomeofits feature filmson a pared withaprofit of $623,000 in giveanunderstanding of the change market -by -market basis. Last Septem- the precedingyear.But thisisa that has taken place in the home of bera new groupof 90 featureswas somewhat misleadingstatement be- Leo the Lion. Themost striking is in put in syndication, which suggests causethe losseswerereally incurred theareaof film ownership and dis- that thecompanywill haveahand- by thatsegment of tv production de- tribution. Today MGM hasanin- some source of revenuefrom this voted to video-tape commercials. If ventory of about 170 feature-length areaaloneoverthe next fiveyears, the production of commercialswere filmsas yetunreleasedto television. particularly since the prices paid by eliminated thentv production would And themanagement is apparently tvstationsforfeaturefilmshas have enjoyedaprofitableyear.The committedto a policy of keeping the risen dramaticallyoverthe pastyear. video-tape commercialactivities,cen- inventory at that level. tered in MGM Telestudios,Inc. have To strengthen its position MGM Feature Operation.While the em- beenconsolidatedwiththoseof also has worked outavariety of phasis in this report has been,na- Videotape Productions, Inc.and the television distribution methods. For turally,onthe company's tv activi- resulting jointventure should be in example,thecompanylicenseda ties itgoeswithout saying that it has apositionto contribute profits rather groupof 29 feature filmsto NBC for been eminently successful in other than drain themfrom thecompany. broadcastinthe1965-66season. operationsaswell.Its net income In theyear ended August 31, 1965, Then in August it agreedto license to from feature films totaled $13.3 mil- MGM reportedprofits aftertaxes of ABC-TVa groupof 21 feature films lion beforetaxes last year while that $7.8 million,equal to $3.12per share for broadcast in the forthcomingsea- from recordswas$2.1 million. In compared with profitsof $7.3 million son.Theaverageprice for the fea- the currentyear,it hasanumber of or$2.83per share the precedingyear. tures being broadcastwas$300,000 big films already in release and is This profitincreasewas made in in 1964. Now it has risen 25per cent quite confident that several others spite ofadecline ingross revenues to $400,000. But to besurethere isno will be strongat the box office. from $171.3million in 1964to $162 sudden collapse of that market,MGM That's why Robert O'Brien, presi- million in 1965. Part ofthe gain, madeaspecial deal with ABC under dent,indicatedhethought1966 however,is explained by the factthat which MGM will producesix full- would beevenbetter than1965. the company brought home $900,000 length feature films forthe network In the financial communityit is anti- on earnings from abroad that had aswellaslicensing of 15 films from cipatedthatfirst-quarterearnings been previously blocked. the library. MGM retainsall theatri- will showagainoverthe 60cents cal andtv syndication rights to the pershare earned in thefirst quarter Costs Against Rentals.Another six special films. of lastyear. For the fullyear, earn- factor coloringthe picture is the ad- Finally, thecompany is enjoying ings mightmove to the $3.50 to $4 justment ofthe company'samortiza- excellent results from the syndication pershare level thisyear.

TelevisionAge, January17, 1966 51 tle of substance one way oranother. The FTC, it appears, will bear the (Continued from27) Washington The same question may comeup brunt of the inquiry, ratherthan the again this year,but in a subsidiary FCC. Sen. Magnuson is known to be might lead toward forcing theFCC role; more importantwill be strictly particularly toughonmakingsure to backtrack on itsposition on that local problems-uhf broadcasting there is sufficient policing in the field matter.However, without the Harris and the various aspectsof CATV, for of health advertising. He wants to be influence to clear the way forhim, example. What theDingell and Hart surethere is compliance with the reg- anyRogers -ledcommitteeaction groups aretrying to avoid is an over- ulationsoncigarette advertising, with mustbe ratedas no morethana lapping of duties,hence the cross- the tobacco firms following the rules question mark right now. communication. both in letter and spirit. Thereareother committeesthan Both probes and/orhearings may As usual thisyear,Sen. Thomas Commerce or Communications,of hit the center of the stage, as prom- Dodd (D., Conn.) has promised new course,and their activities can affect ised by the subcommitteestaffmem- hearingsontv's role in promoting television in various ways.One of bers,ortheymayquietly fade from crime, juvenile delinquency, etc., but the inquiries furthest along is alook- view, as has oftenhappened in the the current threatsareless definite seebyaSenate Judiciary subcom- past withsimilar threats. A certain in tone than in the past. What is on mittee into the televisionnetwork dis- event,however, will be the Senate the Senator's mindappears tobe the countstructure.Chaired by Sen. CommerceCommitteequestioning sex-and -violence ingredients in mod- Philip Hart (D., Mich.),thecom- of the various regulatory agencies ernmotion -pictures, and whether or mittee has been investigatingwhether under its authority. Included here are not tv is properly excisingthese in- large -budget advertisers are "tied"by the Federal Communications Com- gredients when the filmsareshown huge discounts to a singlenetwork, mission and the Federal TradeCom- onnetworksorlocal stations. The and whetheror notthe discounts al- mission. What isuncertain at this numerousDodd inquiries to date, it low them to control the best time time is whether the questioning will must benoted, have put the industry periods at the lowest prices, thereby beasimple, skim -the -surface affair onthe defensive and hadsomeeffects "freezing out" the advertisers with or asearching probe of agency pol- on someprogramming, but haven't smaller budgets. The studies center on icy. moved the regulatory agencies to any monoply and antitrust aspects, which Sen Magnuson already hasre- action. is why they're being conducted by ceived from the FTCaquestionnaire the Judiciary rather than the Com- providinganswers onits activities in Conservative Complaint merceCommittee.Sen.Hart has preventing deception of the public. promisedawide-ranging study and Less definite in 1966ifanyof the this should mean lengthy and wide- abovecanbe called definite-might ranging hearings. be various activities with respect to the equal -timerestriction and the Overlapping Inquiries FCC's "fairness doctrine." This is an electionyear,and there almost cer- A Small Business subcommittee in tainly will be complaints from dif- the House has been in contact with ferent parts of the country about sta- the. Hart staff. This committee, under tions editorializing or failing to pro- the chairmanship of Rep. John D. vide equal time,orsomething. As the Dingell (D., Mich.) has plans foran New Year began, itwassomewhat over-all probe of television and its unusual to find the winning side in effectsonsmall business. It's also in- the recent New York City mayoralty terested in finding out whether the election endeavoring to take action regulatory agencies responsible for againstalocal tv station that hadn't keepingawatchfuleye onthe tele- Robert F. Adams, who recently cleared all the candidate's campaign visionindustryareknowledgeable resignedasexecutive vice president spots. Similarendeavors-but more enoughtotell whether small business and managing director of Overmyer probably from losers-will probably is being injuredor not.Thus, the Communications Companies, hasset increase in number next fall. study could result in charges not only uphisownbroadcast management The Conservativesareknown to be against the medium, but againstsome consulting firm. Among the charter unhappy about the FCC's fairness of the regulatory agencies, too. clients of Adams Broadcast Consul- stand, which forces stations that have Thissamecommittee in the past tancyareOvermyer andWPHL-TV carried paidprograms on oneside of hasinvestigatedthequestionof Philadelphia.Mr. Adams willbe aquestion to give free time to the whether network control of localsta- workingonthe acquisition of sta- other side to reply. Sen. Gale McGee tion time has put local advertisers at tions, programming, market evalu- (D., Wyo.) has asked foraSenate adisadvantage. It held hearingson ation, and sales representation selec- Commerce subcommittee hearing on the matter, butcame upwithverylit- tion,amongotherareas. theuseof tv -radio stations by Con-

52 Television Age, January 17, 1966 ;ervative organizations.He apparent- Creative(Continued from page 29) peoplearemuch tougher, muchmore \has received some encouragement realistic. Especially theyoungpeople ale ofanadorcampagign toan hat the hearingswillcomeabout, but -to them, around the next corner, account executive, because then the nanythink the Conservative-Liberal there's just another street, not the account executive can "tell me some- Flit will cancel bothsides, preventing Promised Land. They won't settle thing Imayneed to know." myeffectiveactionor even pro- for clichés, ofanykind. The frontier With such agenciesasDoyle Dane iouncements onthe fairness doctrine. is closed." ijit's similarly unlikely there will be Bernbach, Papert, Koenig, Lois, and At ComptonAdvertising,John CarlAllyleadingtheway,Mr. mychanges this year inthe equal- Boyd, vice president and creative Sturtevant said thata"creativerev- ime law. supervisor, said there's "a very dis- A lot of "no change" looms onthe olution" is well underway. Onere- tincteffortbeingmadetoward iorizon. What normally happens in a sult, he pointedout,isthat "ad- [more reliance on]creativity"in morecreative :;ongressional session is that the FTC vertising is becoming agenciestoday,"Campaignsstart thaneverbefore." nrFCC does something of which with the creativegroup,and there- ;ongress might not approve,and Andneverbefore, he added, have sult ismorecreative advertising. thechallenges beensogreat. "A hen Congressional committees hold "Theremaybeatrend inad- learings which may dissuade the housewife watching daytimetvis vertising toward catching attention, exposedto25messagesinone regulatoryagencyfrommoving making for memorability, but the hour, inonetypical issue of News- 'head. Or,moreoften,aCongres- basic question is,'Does it leave a day thereare40pagesofgrocery ,ionalcommitteeholdshearings good impression.' " ads." To get through the flood, he ishich createsomuch storm and fury Among `good' attention -grabbers, indicated, isabig problem and a hat the regulatoryagencyis forced Mr. Boyd mentioned several which great challenge.He cited the case of o act.Out of themanyhearingscon- usemnemonic devices, among them oneFred Potzel, winner of a Na- lucted by Oren Harris, for example, the Tareyton black eye, theAjax tional Hog -CallingContest.Asked ameonlyoneCongressional bill-a WhiteKnight,theHertzflying how he did it, Mr. Potzel said his measureonpayola, whichdidn't driver."Thesedevicesmay wear secret lay not inbellowingpowerbut ,menalize out if notused with adroitness," he the broadcasters involved, in persuasion-"You've got to con- )tit expressed their wishes, and led cautioned. vince the hogs you've got something he FCCintonewpathwaysof for 'em." regulatory toughness. Waste of Money "If don't produce advertising Thereareplenty of tv topics that that works, you're out ofbusiness," Although advertising may be get- he Washington solons could look Mr.Sturtevantremarked."Today tingmorecreative, Mr. Boyd feels into. The ripest subject for Congres- that therearestill "more unsuccess- .ional action would be CATV, but ful campaigns than successfulones." ith Rep. Rogers feeling the FCC has ``If allyoudo is stimulate memory 11 readygone toofaronregulation BPA Looks Ahead andnotinterest,you'rewasting ind with Sen. Pastore believing the yourtime, and your client'smoney." ime isalready too late for action of While there is no truth to But still, what is creativity?Said more severe nature, there might be therumorthat BPA means Jack Tinker, managing partner of morecollision than accomplishment "Better Plan Ahead," the Jack Tinker & Partners, the "think- inthat subject. Some probingmaybe Broadcasters Promotion Asso- tank" subsidiary of McCann- undertaken in thematter of commu- ciation has named a committee Erickson, and also creative consul- toplan the site forits 1970 nications satellites for the networks, tanttotheInterpublic Group in hut the wholequestionmayhave to convention. The meetings have already been set for St. Louis general: "Well, if you had to putit await theoutcome of the A.T.&T. `Creativity is Toronto in 1967, Mi- on mytombstone,say 't udy by the FCC, and thatnot -little thisyear, ami in 1968 and Philadelphia Innovation.' But the longer you pur- matter just might takeadecade in suethe question of what itis, the itself. in 1969. Heading the committeeas furtheraway you get,and into the As noted, it'seasy enough for an chairman is Guy Koenigsberger, cobwebs." individual in Congressor at one of promotionmanagerfor KRNT- Itmaybe that keeping away the dlie agencies to stirup"scare" head- TV-AMDes Moines. Lila Gor- cobwebs is indeed the primary func- lines-FCC Commissioner Lee's don,promotionmanagerat tion of creativity as it applies to ad- blast"at Johnny Carson is themost KTRK-TV Houston, and Conrad vertising. ,recentillustration-butoncethe Kaminski, promotionmanager, Conceding that creativity is impos- headlinesfade,televisiongoes on WITI-TV Milwaukee, serve along sible todefine, William R. Duffy, pretty much withMr.Koenigsbergerin asbefore. Thosewatch- president and creativedirectorof siftingthevarious proposals ing thescene in Washington right WRD, Inc., said "it is bothan act now feel that 1966 will be likethat: from cities interested in host- ing the BPA meet. andanattitude." Hewent on to note

pretty much asbefore. that creativity"is notasometime

Age, January 17, 1966 53 thing-to be expressed only upon an urgent demand. It must be anin- atthe Agencies tegral part ofyourwork and of your `Creative' Appointments life-actually, it isa wayof life." WILLISJ. DAVIS,tv -radio creative as atelevision producer after serving Not only that, he continued, but producer and senior tv artdirector, in that capacity at Benton &Bowles; director DICK CLARK was pre- creativity must also be "frequent, de- and BARRY BIEDERMAN,associate cre- art viously at Foote, Cone & Belding; pendable and consistent in perform- ative director atNeedham, Harper York, were elect- artdirectorHERB TALMATCH was ance." It should andcanbe predicta- & Steers, Inc., New ed vice presidentsof the agency. Mr. previously executive art director at ble, he claimed, "and, in fact, can RichardK.Manoff;artdirector evenbe measurable in terms of bene- HARVEY BARON wasformerly with fit." Daniel & Charles; copywriter KATHY WALSHreturned to Marschalk after Perhapsmore tothe point, Mr. a stint atGardner Advertising, and Duffy noted that "in practice, crea- copywriter BILLTEIITELBAUM pre- tivity is the ability to inventand to viouslywaswith Ted Bates. be inventive.I cannot rely on the Copy chief ROBERT M. OKSNER at `tried and true' approved solutions LaRoche, McCaffrey & McCall, Inc., or on anattitude of `leaving well MR. DAVIS MR. BIEDERMAN wasappointed a senior vice presi- enough alone' if it is to exist." dent and member of the executive Biederman joined NH&S from Cun- "Creativityis not being clever," comittee. Copy supervisor IRWIN F. ningham & Walsh last September; Carl Ally pointed out. Theagency FREDMAN was named a vicepresi- Mr. Davis served for more than 10 dent. presidentsaidhefound nothing yearswith the NH&S predecessor, "more tiresome thanamaudlin dis- Needham, Louis & Brorby, in Chi- NELSON ARGUESO, treasurer atSul- play of brilliance, of how bright the cagoand Hollywood. livan,Stauffer, Colewell & Bayles, writerorthe art director thinks he Inc.,waselected a senior vice .presi- Also at NH&S, Chicago, five addi- dent of the agency. is. We're not in business to outwit tionsweremade tothecreative theconsumer,butto get through to staff: CHARLES W. SANFORD,pro- ROLAND W. PLUMMER, formerly him." ducer, joinedtheagencyfroma with McCann-Erickson andBBDO, Said Mr. Ally, "An advertisement post as tv -radio director atLilien- joinedtheNew Yorkofficeof feld & Co.; HOWARD J. RIEGER, art Buchen Advertising, Inc., as director is creative whena consumerlooks at supervisor, moved from Y&R, Chi- of client services. it andseessomething in relationship cago;copywriters DAVID FAIRMAN to himself that he would nothave and RICHARD HAZLETT moved from LEWIS AMES,who has held similar seenwithout the advertisement. When Wade Advertising, and copywriter positionswithRuthrauff & Ryan and Tatham -Laird & Kudner,joined theconsumer says tohimself, `Hell, AL LAMPEE movedfrom N. W. Ayer, Detroit. West, Weir & Bartel as vice pre -i - yes,that's right!' " dent for administration andfinance. JOSEPH L. SCANLONjoined Foote, Craftsmenare Creative Cone & Belding, New York, as a tv HERBERT H. CLARK, avice presi- Indicating that creativity resides commercial producer. He previously dent at Ted Bates & Co., Inc.,New in the personality and tosomede- free-lanced, was an associatepro- greein the character of the adman, ducer with ABC-TV and worked as Mr. Ally said that if the ad has been aproducer -directorat Mogubgub, Ltd. made bya personwho is interesting, humane and decent,it will getan J.ROBERT CONROY wasnamed honestresponsefrom the people to manager of west coastoperations for whom the ad is addressed. "There Geyer, Morey, Ballard, Inc., he had been vice president and manager of are too many smartypants running the agency's Portlandofficesince around, mustachioed, 26yearsold, 1964. A.t GMB Chicago, ROBERT B. just out of .Pratt, telling everybody DOWNEY, manager, wasnamed senior how bright theyare,asking for $80,- vice president and electedto the ofdirectors,and 000a yearand saying 'Hireme,I'm agency'sboard M. J. PULVER, creativedirector, was Italian!' Who needs it?" named vice president, creative serv- Few admen will quarrel with Mr. ices. York, was promoted to executive art depart- Ally's remark that the clientsarethe director and head of the art creative factor in marketing and the The Marschalk Co., Inc., boosted ment. its creative talent with the addition economy.No matter how creativea ofseven newstaff members: Mrs. DAYTON BALLhas been appointed campaign, it's onlya wayof selling BARBARA LUI, formerly copy group associate creative director atCunn- what already exists. To follow Mr. headatDaniel &Charles,was ingham & Walsh. Mr. Ball previous- Gribbin's suggestion, admenarethe named associate creativedirector; ly was vice president and copy supervisor with Warwick &Legler. craftsmen of selling. The better they GLORIA GARDNERrejoined Marschalk are attheir craft, themore creative.

54 Television Age, January17, 1966 +Lr-`'-:: TyT: y

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Fads (Continued from page 32) Newsfront,Continued frompage19) had to be taped. The networkpro- ductioncrewpromiseda re-taping Take away those goofyhairdos (their eyetoldofanother noveltyitem onthe commercial after the show, adventurous protestagainst conform- that had sold throughasingle net- and suggestedthetrioleave and ity) and you've got four pretty aver- work commercial, with three -tenths comeback later. The suggestionwas agemusicians. ofone per centofthe estimated followed, butonreturning, the three viewing audience having responded. partners found the retaping had al- The character should have a ready been completed. In playback, uniform or action accessories. Frank figured if he had anywhere nearthose results, he would clean the announcer's performance seemed Cowboy costumes, gun and holsters, up. half-hearted, but thecost of another and the Man from U.N.C.L.E.'s ar- All thatwasneededwasthe cost of a network minute. tapingwas outof the question. Frank senal of trick gadgets are examples and hispartners convinced them- ofthis.Sports heroes from Babe Three on an Idea.To finance the selves the itemwas sogood, it would }. Ruth to Johnny Unitas each claimed operation,Frank broughtintwo sell itself. Ii this feature. friends, both junior -executive-on-the- The character should beex- maketypes who were immediately Came the Dawn.The air datecame posed to public viewoverand soldonthe idea. The planwent like and the showwent on the air, with over.That's why, with weeklyex- this: the threepartners would form the commercial-in gloriouscolor. posure, tv names arethe best bets. anadvertisingagency(tokeep Thepartners,clusteredarounda Yearsago,itwasthe movies that theirown15per centcommission) monitor, agreed that things weren't spawned Shirley Temple and Rin- and buyasingle minute inaday- too bad, afterall. You couldtell Tin -Tin. Today, moviesare seenjust timenetworkgameshow.Time what the thingwas,what itcost and once,and the characters, withexcep- would cost them $5,300, split three whereto send $5.00 to get it. And tions like Mary Poppins and James ways.Theannouncer onthe show all thatwas being passed on from Bond, just don't last long enoughin agreedto tape their commercial- coast to coast inasingle minute the publiceye. which thetrio wrote-right along of modern communication. Millions with theprogramtaping. Production were getting the message!("We're There should beamagical fuse rich,rich,rich!") toignitepublicimagination. costs would be about $700, so the total "campaign" wouldrunalmost The first day after the commercial Sometimes it'sasong-like The Bal- $6,000. lad of Davy Crockett and thetunes Theannouncerwould demonstrate of the Beatles. Sometimesit'sa cur- the product, and give the New York rentevent-likeLindbergh'ssolo flight,which sparkeda craze for box number where the $5.00 orders could be sent. Late November would aviation, and JohnGlenn's soloor- bit, which perkedupthespacefad. be airdate, the manufacturer alerted, Sometimesitsa groupof individu- theordersreceived,theproducts al characters allgetting "hot"at the turned out, wrapped and delivered same time. Roy Rogers, Gene Autry by Christmas. The viewing audience and HopalongCassidywere all in the onthe showwasestimated at 2.8 samelicensingera. million homes; three -tenths of one percent-why, that's almost 85,000 Timing. Theworldmust be ready homes. At $5 each! ("We're rich, foryou. The current fadmust be rich, rich!") running itscourse or already beover Theagency wasformed, the time with. contracted for. The threepartners And that'swhat makesSuperman went to the network studio to direct and Batmanripe for plucking.Both the taping of their commercial. The fitevery one of the five criteria. announcer,unfamiliar with the prod- We don'tsee any way of stopping uct and working withoutarehearsal these "super heroes."And,we pre- (therewas nobudgetforone), Represented by dict,you won'tsee any shortage of botched the demonstration. One of Peters, Griffin & Woodward,Inc. them. Like Philip Morris'"Johnny," the trio, whose handswereshownon they'llsoon be steppingout of thous- cameraholding the item, trembled ands ofstore windowshelpingto withnervousness athis acting debut make thisasafer world WSTV/TV O9 in whichto and ruined thetape further. (A "hand WHEELING-STEUBENVILLE'S live-andfor manufacturerswho model"also would haverunthe KEY STATION move fastest,aheck ofalot richer budget up.) place dirA RUST CRAFT STATION to live,too. Timeran out; the program itself

TelevisionAge, January17, 1966 57 ran,there were 50 responsesin the Station Syndication New York area postoffice box, all with Corinthian BroadcastingCorp. has day should postmarks. One more formedaspecial productionunit flood of out-of- Mind bring the expected whose first project is toproducea townmail. series of 16 one-hour collegiate musi- there were 30 re- your The next day, cal programs titledCampus Talent minute-of course, the plies. Wait a '66-77. The showswill be sponsored holding heavy Christmasmailwas Bell Telephone Co. own On the third day 20 by Southwestern up responses. through GardnerAdvertising Co., St. orders came in.Then, in two more additional 10 orders were Louis. business days,an Programs featuring thebestcam- received. The rest, asJohn Ruskin talent will be producedand shown said, is silence. pus once in prime time inall major markets this point was The group's loss at of each of the four statesin which estimated at aconservative $5,500. Southwestern Bell operates. its problems were notatan But who resigned as end. Themanufacturer foundhis B. Calvin Jones, director ofKHOU-TVHous- jobbers wererushed for Christmas program and couldn't turn out100 of the ton, wasnamed to head the new unit called CorinthianSpecial products immediately.The orders re- which is Hous- ceived were notfilleduntilafew Productions. It will be based in ton,Texas. weeksafterChristmas. outgrowth of BetterLuckNext Time.Split The project is an three ways, thefinancial loss wasn't Corinthian's first CampusTalentpro- considered toobad, in view of the gramwhichwasproduced in 1964 nationwide exposurethe producte- by the group's WISH -TvIndianapolis. ceived. And thetrioisstillen- Quicksponsoracceptanceand viewer thusiastic about boththe item and acclaim prompted similar programs tv's potential to sell it.But, they've to bedeveloped at the four other agreed, maybe morethanaone- Corinthian stations during1965. Sta- time -only commercialis needed,and tionKHOU-TVauditioned university they'renowconsidering trying spot and college talent at 15 campusesfor inafew markets prettyfar out of the first program seen on21 Texas the "top 100." stations. A second programwith stu- Where did things gowrong? Well, dents from 21 campuses isscheduled the trio acknowledgesthat the re- for telecast in February. search they counted on -showing In early December, NewYork ad- i three -tenths of one per centof the vertisers and agencypersonnel were total audience hadresponded to a invited by the CorinthianStations to Protecting your employees' previous offer-wasperhaps faulty attendaCampus Talent '65 evening health:yourbusiness. in that it couldn't guaranteesimilar at Arthur.Some of the performers As a boss. As ahuman being. resultson asimilar offer; no two werelater auditioned bynationalre- Protecting them against productsareidentical in appeal,the cording companies andtalent agents. America's No. 2 killer: cancer. partnersadmit. Then, too, there'sthe We can help. With a free question of timing-ofgetting the NOTICE comprehensive employee busy housewife to jotdownabox Call For Proposals educational program: films, Andwasthe offer number heard once. CableÁntenna Television speakers, exhibits, leaflets, made too close to Christmas?It's all posters-all designed to help The City Council of the City ofLake food for thought. Oswego, Oregon invites proposalsfrom savelives. qualified firms or individuals for the es- Surprisingly, there is no chagrin ofCable Call your local ACS Unit tablishmentand operation overthe past experience.Consider- Antenna Television facilities and services and give us the ing the manufacturer'sdifficulty in to operate in the Cityof Lake Oswego go-ahead. (Population12,000) under acityfran- filling the few orders that were re- chise. Such proposal to be filed withthe You're the boss. City Recorder, CityHall, 40 "A" Ave- ceived, the trio smiles atits good nue,Lake Oswego, not later than Jan- luck. "Look atit this way,"Frank uary23, 1966. american Information concerning suchproposals says,"ifwehad gotten too many maybe obtained by contactingthe of- cancer moreorders,wecould be in big fice of the City Manager, CityHall, Lake Oswego, Oregon. society trouble right now."

58 Television Age, January17, 1961 "What doyou supposehemeantwhen he said he takes his whole officewith him whenever hevisitsaclient?"

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al. Wasn't itdelightful at the Auburn- The IndependentTelevision Au- tain Americanadvertisers are inquir- a Alabama football gamewithout the thority of Britainrecently completed ing intohow they canengender immorality abouttheir own plastic air -horns?" asurveyinto viewinghabits and feeling of commercials. There's moreto itthan found, according toThe NewYork * * * Times, that the upperclasses watch just using sex,they know; thatwould station restric- thesamepopular tv programsfavored runafoul of Code and Speaking of vulgarity,the FCC has that by ordinaryviewers-"but theyfeel tions. It's awhole atmosphere been warning parentswho gave their guilty aboutit." One of the reasons mustbe created, inwhich the viewer kids citizens' -bandwalkie-talkies for for the guilt wasthe belief bythe believes thatanythingevenslightly Christmas that thethingsaretrouble- country's "seniorpeople" that adver- commercialisvulgar,tainted,insome.One of thechief problems is tising is immoral.Since theBBC's decent, barbaric-and greatfun to that they causeinterference on tv twochannels, which carry noadver- watch. sets, andanother is that manyof the tising, attractless than half theview- * * * kidsareusing profanity.Some viewing audience,while the advertising - ershave complainedthat particularly loaded ITA channel gets morethan Is anyone givingawards for the stronglanguage willsuddenly pour half, obviously alarge numberof pithy-est editorialsby broadcasters? outof their tv inthe middle of a persons are"taking part" inimmoral I fso,the following-in itsentirety- program. activities. is placed innomination. It wasbroad- Which leads us towonder if Com- Knowing how customersflock to castbyWBRC-TV-AMBirmingham in missioner Leeperhaps had better "adults only" moviesand "banned in therecent' football season. check the kids inhis neighborhood. Boston" books, it'sunderstoodcer- "This is going to be a shorteditori- Maybe one ofthem has awalkie- talkieandavoicelikeJohnny Carson's...

Our apprenticetimebuyer'sdic- tionarydefines cpm aswhat the rep sayswhen youask formorning minutes andhe sends over anavail sheet marked,"Sorry, there'snothing in the a.m.;cpm."

* * *

AccórdingtoRoger Rice,vice president andsales manager atwiic Pittsburgh, itreallyhappened. Like withthe KennedyClan, it's traditional forthe Rices togather family andfriendstogether during the holidaysfor a gameof touch football. Inthe gameMr. Rice ac- cidentally-whatelse?-stoppedhis wife, carryingthe ball forthe op- position, a mite toohard. Instantly the whistleshrilled andplay was halted as Mr.Rice's son,who was referee, solemnlypaced off a15 -yard penalty. "What's that for?"screamed his father. him withdis- "Before endingtonight's schedule with our sermonette-aword to those who The boy looked at mother." have been writingoffyour pay -tvfeesas`church contributions' ..." dain. "For roughing a

Television Age, January17, 1966 64 iz//s Goodtaste in commercials isoneof the StorerStandards.

Rejecting commercials whenwe think our listeners would want us tois justone of the ways Storer carries out itscommunications responsibilities. The exactingstandards adheredto by all 12 Storer stationsmean more worthwhile listening for the publicand more successful selling foradvertisers.

LOS ANGELES PHILADELPHIA CLEVELAND NEW YORK TOLEDO DETROIT KGBS WIBG WJW STORERY WHN WSPD W18K MIAMI MILWAUKEE CLEVELAND BROADCAST/NCCOMPIN ATLANTA TOLEDO DETROIT WGBS WITITV WJW-TV WAGA-TV WSPDTV WJBK-TV Storer Standards makeevery Storer stationa great salesman. Due tocircumstances beyondourcontrolthe programoriginally scheduled tobe shown atthis time...

What did it cost youthis time?

Tired of missed play dates?Haddoor in plenty of time tomake the most TV markets acrossthe cow enough of steep overtime charges for schedule. Stations and distributors areal'. preparation of late syndicated pro- Cost a fortune? Yes, if youmake thusiastic over this new service.If gramarrivals? Is your audience irate individual shipments for everyincom- aretired of missed play dates, tut oversudden schedule changes? ing program. TeleShippers, for "jet -age" airfre There is a way to assure on -time Not with consolidatedair freight consolidation shipments. Call7 York at arrival. shipments via TeleShippers,however. Shippers collect in New Have your feature and syndicated You get on -time delivery atonly a JUdson 6-1030. pros s and tapesshipped via nominal cost. air-at days prior to play -date. TeleShipper air freighttraffic ex- Then-even if shipment does go astray perts are nowrouting consolidatedair -it can be traced and delivered to your freight shipments from NewYork to11c Shippers