OCTOBER 5, 1964 PRICE 40c

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1 Can piggyback sponsors be stampeded? . .

IRTS seminar hones timebuying tools ....

Syndicator 'hits the road' with new show .

• • • • •

• • • • •

• • • o •

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TELEVISION DIVISION

"It's a Small World"-A salute to UNICEF is featured in the Pepsi-ColaPavilion at the 1964-1965New York World's Fair.

Successful selling requires precision, flexibility and economy. These comewith Spot Television. That's why you'll find more and more important national

advertisers using Spot TV on these outstanding stations.

KOB-TV .•.... Albuquerque

WSB-TV •..•••...•• Atlanta

KERO-TV •••••• Bakersfield

WBAL-TV •••••.. Bajtirnore

WGR-TV ••••••••.. Buffalo

WGN-TV • • • • . . . . . Chicago

WLW-T .•...... Cincinnati"

WLW-C .•••..•• Columbus"'

WFAA-TV ...•...... Dallas

WLW-0 ...•...... Dayton"'

KDAL·TV •.. Duluth-Superior

WNEM-TV .... Flint-Bay City

KPRC-TV . • . . . . .. Houston

WLW-1 . • . . . . . Indianapolis*

WDAF-TV Kansas City

KMTVWDBO-TVKPTVWJAR-TVWROC-TV

.. OmahaOrlando

Portland, Ore.Providence

..... RochesterKARO-TV Kansas State Network

KARK-TV . . Little Rock

KCOP .. Los Angeles

WI SN-TV ... Milwaukee

KSTP-TV Minneapolis-St. Paul

WSM-TV Nashville

WVUE New Orleans

WTAR-TV . Norfolk-Newport News

KWTV Oklahoma City

KCRA-TV . SacramentoKUTV Salt Lake CityWOAl-TV . . . ... San AntonioKFMB-TV San DiegoWNEP-TV Scranton-WilkesBarreWTHl-TV Terre Haute

KVOO·TV . . . . . . ... TulsaWTRF-TV . . . . . Wheeling

•west Coastonly

NEW YORK • CHICAGO • ATLANTA • BOSTON • DALLAS • DETROIT • LOS ANGELES • PHILADELPHIA • SAN FRANCISCO • ST. LOUIS

EQUATIONFORTIME BUYERS

ONE BUY DOMINANCE.

X WKRG-TV·~~~¡~A

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Representedby H-R Television, Inc.or call

C. P. PERSONS,Jr., GeneralManager

FRIDAY AT 5

f((, Puts rresidentiel Press Conferencellnder Demands of Equal Time Law

Washington - A four man FCCmajority last week ruled that airing

IPresidentJohnson'spressconferences,or GOP candidateGoldwater's,cannotbe exempt from equal time demandsof Sec.315.

Dissenting member Lee Loevingercalled the ruling on presidential pressconferencesan "idiocy."

Commissioner Ford called it a"statutory freeze contrary to congres­sional intent," and CommissionerHyde would have FCC "stay out" ofthe area of news judgment, with ablanket ruling inapplicable to individ­ual news eventsand circumstances.I In answer to a query from CBS ontelevising the news conferences ofeither or both presidential candidates,the FCC said it was not denying the

_[broadcasterright to air these news­worthy events. It was only excludingthem from equal time exemption. Tothe networks and affiliates liable for10 or more splinter-group demands,the two are synonymous.

FCC basedits ruling on the exactlwording in four types of "bona fide"news coverage excepted by a 1959'amendment, to permit candidate ap­pearances. The commissioner findsonly "regularly" schedulednews pro­gramswere intended to be "exempt,"and presidential-incumbentand presi­dential candidateconferencesare not.Also, FCC says the statute as amend-1edand as interpreted in congressionalcommittee reports, requires that the¡broadcaster,not the candidate, deter­mine the time and conditions of a

'Tonight Show' ExpandedTo Saturday on NBC-TV

New York -As of Jan. 9, 1965,TonightShowStarringJohnnyCarson

lwill be seensix nights a weekon NBC.

Decision to extend the show to in­clude Saturday nights was attributedto a "strong desire" on the part of af-

lfiliates and the "wide audienceappealof the program." The additional tele­cast will consist of taped reruns ofearlier shows.

To date, no participating sponsorshavebeensignedfor the new segment.

Announcement of the expansionfollows on the heels of Carson's sec­ond birthday as host of the show.

press interview "regularly scheduled"if it is to be immune from Sec.315 re­quirements.

The commission majority says thebroadcasterdoes, indeed, decide whatis bona fide news. That's his job.But-if the exemptioncategoriescouldbe by-passedby a broadcasterdecisionthe whole "equal time" setupwould benullified.

On this point, dissenting commis­sioner Frederick Ford heartily ap­proved of "nullifying" the presentSec.315 and setting up new guidelines.Hewould arrive at them not by narrowstatutory decision, but after confer­ences between FCC, the broadcastindustry, political party spokesmen,networks, et al, to find a sane ap­proach to the problem.

FCC did admit that broadcasters'"discretionary judgment" on newswould permit excerpts from candi­dates' pressconferences,when includ­ed in "regularly scheduled"news pro­graming.

The exasperateddissentof Commis­sioner Loevinger saysthe FCC, in itspresentdecision,is going back to whatCongress termed a "harsh," "stupid"and "rigid" interpretation of Sec. 315in 1959, when the commission gave

splinter candidateLar Daly equal timerights becausea tv newsreel showedChicago's mayor. The Daly casetouched off the amendmentsexempt­ing bona fide news programs.

Loevinger quotes Sen. John Pas­tore's remarks at the time: "If it isdesired to place a blackout on thepeople of this country, if we want tostop all important news or politicalcampaigns getting to the Americanpeople, let the Lar Daly decisionstand."

Loevinger's dissentsticks closely toexemption for presidential-incumbentpressconferences. He is aghast thatthe FCC makesno distinction betweenthe presidential press conference, at­tended by world-wide media represen­tatives, and of national interest, andthose of any other candidate - rightdown to a candidate for "countysheriff."

Loevinger is aware that exemptingonly the Johnson press conferenceswould "create problems" for the FCCfrom the "other candidatesand otheroffices."

Nevertheless, he feels that FCCshould risk the brickbats and make theright decision now. Safety factor isin the Fairness Doctrine, which re­quiresbroadcastersto put on the otherside of conflicting views on importantissues. He classifies FCC's presentSec. 315 ruling as one more referredto in the press as an "inventory ofidiocies."

TvB Executive Dubs FCC Ruling an 'Absurdity'Washington- The strongestinitial

reaction to the FCC's ruling placingpresidential news conferencesoff-lim­its for all practical purposes camefrom Vincent Wasilewski, executivevice president of the National Assn.of Broadcasters.Dubbing it an "ab­surdity," Wasilewski said it demon­strated the need to repeal Sec. 315 inits entirety "rather than attemptingpiecemeal exemptions every fouryears." He added that "it would beeasy to castigate the FCC majorityfor its decision, but Sec. 315 defieslogic."

CBS president Frank Stanton ex­pressed disappointment but not sur­prise. "Our fear that the presidentialnews conferences were not exemptfrom the equal-time requirementshas been one of the reasons wehave pressed so vigorously for thesuspensionof Sec. 315 of the com­munications act," he said.

NBC's news chief William R. Mc­Andrew said the network would tapeexcerpts from presidential news con­ferenceswhen open to broadcastmed­ia and usethem on regularly schedulednewscasts.

ABC had no comment on the FCCaction.

Michelob To LaRocheNew York - C. J. LaRoche

won over Young & Rubicam andCompton Advertising in the three­way contest for the Michelob beeraccount (a member of the An­heuser-Buschfamily). The ad bud­get is reportedly in the $1.5 millionbracket, with indications that thebrand will probably make itselffelt more substantially in tv thanin the past.

--------~--------------------CONTINUED ONNEXTPAGE------"

Oetobw 5, 1964 3

--FRIDAY AT5----------

PG.WJDividing Tv Sales lntoThree Regionals N. Y. VHFs Renew LeasesIn Empire State.BuildingNew York -Assuming GeorgeOr­

well's forecast of the future wasstrict­ly fiction, all of New York's sevenVHF stationswill be transmitting atopthe Empire State Building until 1984.

Agreeing to rentals totaling nearly$25 million, the stationshave renewedtheir leasesfor another 20 years,withrenewal options extending until 1999.An eighth tv outlet, the city's ownUHF station, is expected to followsuit.

The tower, which enables the sta­tions to reach a five-state area, is 22stories above the top of the building.

New York - Peters, Griffin &Woodward hasjoined the trend amongtv station representatives to dividetheir lists into regional or separatelysold groups. By the first of the year,PG\V will have three separatetv salesstaffs operating in New York. One listwill be known as east-southeast,withTheodore Van Erk in charge. The

secondlist will be referred to as mid­America. William Walters will headthis group. The third list will containwest-southweststations and have Ar­thur E. Muth as sales manager. Thepurposeof the fragmentation, asstatedby Lloyd Griffin to SPONSOR,is togive more concentrated serviceson aregional basis and to meet increasedcompetition expected for 19 6 5.PGW's present list entails 42 stations.KATZ has two tv lists, east and west,while Blair has two tv sales entities,Blair Tv and Blair Television Associ­ates.

Cigarets In Recovery

Stage, Says Ag Dept.Washington, D. C. - Agriculture

Department's Tobacco Report expectsfairly strong recovery of cigaret salesfrom the first quarter, 1964, slump -but the long-range trend of cigaretsmoking appears uncertain. The de­partment does not expect any 1965sagequivalent to the 1964 first quart­er drop after the Surgeon General'sSmoking and Health Report, and be­lieves salesmight even be up a littlein 1965..

Population gains in the 18-year-oldand over bracket will be about 1.5percent a year, from 1965 to 1970,and would ordinarily mean an in­crease in cigaret smoking. But thesmoking and health factor will bespotlighted by a dozen educationaland informational programs by HEWand medical associations (Agricul­ture mentions AMA among them),and "consumer response cannot bepredicted with any certainty." Ag­riculture hopefully summarizes pro­jects in government, in the tobaccoindustry and medical research, andnotes that FTC has delayed actionon its hazard warning for cigaretlabels until July 1, 1965, at the re­quest of the House Commerce Com­mittee.

Per capita cigaret smoking for1964 is estimatedat about 207 packs.This is about 5 percent less than in1963 and probably the lowest since1959,Agriculture says.Cigars and cig­arillos consumed per male (Agricul­ture's italics) are estimatedat 150, upabout 20 percentover 1963, and high­est since 1930. Per capita, per maleuseof smoking tobacco (for pipes androll-your-own cigarets) is estimatedatabout 1.4 pounds - 15 percent morethan in 1963 and highest since 1955.Reference is to males 18 years andover.

NBC-WBC- Agree· on Property SwapWashington,D. C. - It seemsto be

all over but the shouting on the NBC­Westinghouse backtrack to theiroriginal stance of 1955, before NBCtook over the Westinghouse Phila­delphia properties, and WBC reluct­antly acceptedthe network's Clevelandstations and $3 million in consola­tion money. Formal FCC filings byNBC and WBC to effect the rever­sion of properties to their originalownership took place last Monday.Sept. 29 was the deadline set by theFCC for the network to return its"fruits of misconduct" if NBC ex­pected to get renewal on the Phila­delphia stations.

Renewal was needed to put NBCin business on any deal involvingthe Philadelphia properties. JusticeDepartment has been breathing downthe network's neck, with divestitureof the Philadelphia stations due Sept.30, 1964, under NBC's consent de­cree. RKO-General's long-plannedswap of its Boston outlets, WNAC­TV-AM and WRKO-FM, for NBC'sPhiladelphia WRCV-TV-AM was dis­missed as "moot" in the FCC'sJuly 29 decision to make NBC re­store the "coerced" properties toWestinghouse.

Final confirmation will have tocome when the commission acts onthe NBC-Westinghouse applications.Since the historical reverse was theFCC's own idea, there is little doubtof how it will vote. Majority voteon the restoration was by FCCchairman E. William Henry, com­missioners Hyde, Bartley, Ford and

Lee, with commissioners Loevingerand Cox not participating.

Denied Friday (Oct. 2) were Philcoand RKO-General pleas for FCC toreconsider. Philco has been battlingto get back the Philadelphia channel3 outlet which was once its own, untilsold to Westinghousein 1953. RKOtook the toughest financial rap,having forfeited CBS affiliation onits Boston station WNAC-TV, whenplans with NBC were hopeful. RKOestimate of damagewas $2 million.

Philco has had the least reasonfor optimism. Its petitions were shotdown by the FCC Broadcast Bureau,by chief hearing examiner James D.Cunningham-who would have per­mitted the NBC-RKO swap-andfinally by the commission. Philcowas accused of putting its manu­facturing interests too far ahead ofbroadcastingand public interest, bothbefore and after its 1961 takeoverby parent company Ford.

FCC's stunning upset decision onJuly 29 did three things: it conditionedrenewal for NBC's Philadelphia pro­perties on an exchange for Westing­house Cleveland outlets; it allowedWestinghouseto keep the $3 millionthat went with the 1956 exchange;allowed NBC to keep Philadelphiaprofits made since then. FCC de­manded implementing applicationswithin 60 days-and they were ontarget last week.

Philco and RKO, unlessthey with­draw their petitions for FCC to re­consider the decision, are still infighting stance,

SPONSOR4

Like we said some people luck out every

now and again. Take those fortunate boys

at \\'KEF in Dayton. Ohio. That's the

~[ega watt station in ~Iegaeity: you know,

the place where you can surely get those

choice availabilities that you never could have

before. Well the person who really lucked out

there was none other than this week's cover

girl. (\Yell. maybe there are some things

X orrn Glenn won't do, after all.)

This same lady adorned this page on De­

eemher SI, 1!Hi2 when she was pitching thenew Eimao Klystrons at \Y\YLP. She's stillpitching them. hy the way. for two of thenewest are being used to produce that ~[ega­watt for ~fegaeit~·. But anyhow when wewere searching for call letters we sent in .t.sets (like the men ask for) and hers survivedthe trip through the FCC files.

Sn here's to \YKEF. another qualitv sta­tion in a quality town: and all Irish timebuyers better place orders; Kathryn ElizabethFlynn will he verv provoked if you don't.

WKEF is Nationally represented by Vic PianoRegionally represented by

Ohio Station RepresentativesBob Tiedje at WKEF Phone 513 263-2662

TWX 513 944-0058

a statement of

WWLP&WKEFSPRINGFIELD, MASS. DAYTON, OHIO

October 5, 1964 5

by William L. Putnam

SponsorOCTOBER 5, 1964 • VOL. 18, NO. 40

31 Can piggyback sponsors be stampeded?Clamor over clutter has revived the integrated commercial, butkey ro code amendment ef[ectiveness is sponsor reaction ro stationpiggyback premiums

36 IRTS seminar hones timebuying toolsAlumni of recent sessions cite prodnctivity as [all meetings areannounced for Oct. 13 start

38 Taped tv train runs on lacrosse ballsDesigner's ingenuity solved problem of creating life-like railroadeiiect for live rape Canadian dramatic anthology

40 Passport to paradiseCanadian radio station dreams up tropical vacation contest withpay-off for consumer, sponsors - and time-sales ledger

42 Raymond Scott sounds off on soundComposer of some 1400 commercials and hit records makessharp comments on ad agencies' misuse of 501111din commercials

45 MCA gives new property the 'road show treatment'Whirlwind tour of major cities helps syndicator introduce new per­sonality ro local agencymen,tv clients

DEPARTMENTS

Calendar 62 Publisher's Report 10Changing Scene 48 Sponsor Scope 26Commercial Critiqne 61 Sponsor Spotlight 58Friday ar Five. 3 Sponsor Week 16Letters 12 Week in Washingron 13

SPONSOR~ Combined with TV, U.S. R~dio, FM~ is published weekly by Moore PublishingCompany, a subsidiary of Ojibway Press, Inc. PUBLISHING, EDITORIAL AND ADVERTISINGHEADQUARTERS: 555 F1frh Avenue, New York, N. Y. 10017. Area Code 212 MUrray Hill 7-8080CIRCULATION, ACCOUNTING AND DATA PROCESSING HEADQUARTERS: Ojibway Building,Duluth, Minn. 55802. Area Code 218 727-8511. CHICAGO OFFICE: 221 North LaSalle St.,Chicago, 111.60601. Area Code 312 CE f>.1600. LOS ANGELES OFFICE: 1655 Beverly Blvd., losAngeles, Calif. 90026. Area Code 213 628-8556. ST. PETERSBURG OFFICE: 6592 North 19thWay, St. Petersburg, Fla. 33702. Area Code 813 525-0553. SUBSCRIPTIONS: U.S., its posses­sons and Canada SS a year; $8 for two years. All other countries, S11 per year. For subscrip­tion inforrnaton write SPONSOR, Subscription Service Department, Ojibway Build:ng, Duluth,Minnesota 55802. Second class postage paid at Duluth, Minnesota. Copyright 1964 by MoorePublishing Co., Inc.

6

t'residenr end Publisher

Norman R. Glenn

EDITORIAL

EditorSom ElberFeeture EditorCharles SinclairNews EditorWilliam S. Brower, Jr.Speci1I Projects EditorBen BedeeMeneging EditorDon HedmanSenior EditorWilliam RuchtiAssociete EditorsBarbaro LoveMelvin J. SilverbergGayle HendricksonEditoriel AssistentPatricia HalliwellContributing EditorDr. John R. ThayerWeshington News BureeuMildred HollField EditorsErnest Blum (Eost)John Bailey (Midwest)Production EditorEmily BeverleyRegionel CorrespondentsJomes A. Weber (Chicago)Sheila Harris (Son Francisco)Frank P. Model (Boston)Lou Douthat (Cincinnati)Margaret Cowan (London)

SALES

New York.Gordner PhinneyNorman GittlesonChicegoJerry Whittleseylos AngelesBoyd GarriganSt. Petersburg

William BrownAdvertising ProductionLouise Ambros

ADMINISTRATION

Editorial DirectorBen MorshProduction DirectorHarry RemaleyCirculation DirectOfJoe WalkingDate ProceSlingManagerJohn KesslerAdvertising PromotionDwayne R. WoerpelCirculetion PromotionGerhard Schmidt

SPONSOR

r

in television station selectionConsiderthe Unmeasurables*

•

KFDM-TV is the oldest television station

in the Beaumont Port Arthur Orange area.

We've watched the market grow to over

825,000 prosperous consumers in our

coverage area.

The combined industry experience of our

staff totals 263 years.

Shouldn't this broadcasting and market

experience be working for you?

* If you're interested in the "Measurables,"

check any rating source or your

PGW colonel. We have the numbers, too.

KFDM-TVBEAUMONT • PORT ARTHUR • ORANGE

October S, 1964

•

7

Ero or_con?One of the most hotly contested ballot issuesever to confront California voters is the up- !11coming Proposition 14, which would repeal the bitterly controversial California Fair Housing (Rum- e1t

ford) Act. Opposing billboards and bumper stickers are everywhere: battle lines are sharply drawn. lo1

To cut through the barrage of partisan opinion and presentboth points of view in crystal-clearfocus, (ó1

on Saturday night, September 19, KNXT staged an hour-long live television debate, bringing together-for the first time-the leading spokesmenfrom both sides in a dramatic face-to-face confrontation. Ufa

1p· t was a historic broadcast. Never before has a debatedealing with a matter of such heated local in ter­m· esr beenseenby so many people in the nation's number one state.Made available by KNXT to all Cali­vn. lornia affiliates of the CBS Television Pacific Network, it was seenby an estimated 850,000 viewersus, : 600,000 viewers within the KNXT areaalonel)"ner This unprecedentedbroadcast debatewasjust another example of the continuing, far-reaching pro­on. gramming in the public interest conceived and produced by CBS Owned KNXT®2 LOS ANG ELES

*Based on ARB television estimates, subject to qualifications which KNXTw11'supply on request.

women-drivers

810 KC50KW

and so do housewives, doctors, students,executives, farmers, and secretaries inthe 25 counties surrounding Albany, Sche­nectady, and Troy. Ask Henry l. Christal.

A GENERAL ELECTRIC STATION

- --- -

WTRF-TV :~~:~VOLUPTUOUS GAL to vastaudience of Marines: "Idon't know why you boys gelso excited about sweater girls.Take away their sweaters andwhat have you got?"

7Buying*?

wlrf·tv WheelingADVICE TO BACHELORS! Don't settle downuntil you can settle up!

Wheeling wlrf-tvDOCTOR: "How much drinking do you do?"PATIENT: "Not much any more, doctor. Late­ly I've been spilling most of it."

wtrf-lv WheelingTOAST TO POVERTY .. - it sticks to a manwhen all his friends forsake him!

Wheeling wlrf-lvESSO HUMBLED! "Where did I get allscratched up? I had a Tiger in my car butnot in the tank!"

wlrf·lv WheelingPROFESSOR: "Name the outstanding accom­plishment of the Romans?" STUDENT: "Theyunderstood Latin!"

Wheeling wlrf-tvFAIR AND CLOUDY! If a local weathermanresigns, it's generally because the climatedoesn't agree with him.

wlrf-lv WheelingPONDERING! Calling a man in his sixties asexagenarian may be a slight exaggeration.

Wheeling wlrf-tvCOLLEGE BOUND! "Son, I want you to be­come a skin specialist. Your patients willnever get you out of bed at night, theynever die, and they never get wel I!"

wrrf-tv Wheeling*SOMETHING FOR EVERYONE is the pro­gramming offered lo the big WTRF-TV audi­ence in the Wheeling/Steubenville Market.Have Rep Petry arrange your WTRF-TV spotschedule to get that particular audience seg­ment you're after.

CHANNEL 1\8 WHEELING,SEVEN ·e WEST VIRGINIA

10

Publisher'sReport

Radio can be differentOver the years I have often expressed the opinion that timcbuyersshould consider radio stations by categories in the same way that space­buyers consider magazines.

In the magazine medium, buys are made in the shelter field, thesports field, the teenage field, the young housewife field, the generalfield, the fashion field and many others.

These buys are logically predicated on the fact that selective categor­ies permit advertisers to reach selective readers.

But within the individual field there is often a world of variation be­tween magazines. Some are slick; some are pulp. Some command pres­tige; others command nothing. Some go in for high-grade research andwriting; others are so much pap.

As a rule, a national advertiser of substance who habitually usesone book in a field wouldn't be caught dead in another.

There are 4000 AM radio stations and perhaps another 800 FMers.To say that they are all alike is nonsense. Yet one of the factors thatholds back the advance of radio is the tendency on the part of someagency buyers and others to condemn many stations to national spotpergatory by category rather than by calibre.

The fact remains that there are good radio stations in every cate­gory. There are bad radio stations in every category. The good buyerlearns who docs the quality job.

Perhaps the man who has done most to lick the stigma of radio buy­ing by category is Gordon McLendon.

In three top Texas markets he built three top-40 stations which foryears have commanded top audiences.

Then he startled the advertising world, several years ago, by goingto the opposite extreme and establishing KABL in San Francisco-agood music station devoted in large measure to album music. Whenhe bought WYLS Buffalo, he followed the same format.

More recently he struck out again, scrapping a highly popular Negroaudience station in Chicago and replacing it with WNUS, a 24 hourall-news station.

It's just as though Mr. McLendon decided to tell the world that youcan be successful with any format - providing you have the marketand potential audience and turn out a quality product.

It's still too early to tell how WNUS is doing (it's been operatingonly a month) but if it emulates the audience impact and penetration ofXTRA NEWS, which operates out of Tijuana, Mexico and booms intoLos Angeles, it will do fine.

WNUS programs its news in 15-minute blocks with four mike men onthe air every hour. It permits a maximum of 16 commercial units anhour in keeping with the NAB Radio Code. It uses 10 news services andemploys about 16 news men on the air. Its beeper phone hot line con­nected with other McLendon stations gives about 1O outside news feedsa day.

Years ago I was imprssed by Goar Mestre's Cuban operation whichbroadcast news 24 hours a day with two news men in a glass studio inmidtown Havana alternating with one minute of news and one minuteof commercial for a two hour stint, then being replaced by another crew.WNUS is not too far away-but a better service.

SPONSOR

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be­ts­ind

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1te­ver

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... the dean of St. Louis TV news men moves to KTVI.ichin

ut~

*Spencer is the third additionto KTVl's powerful new team,following Pat Fontaineand Charlotte Peters.

·'.:~:;·'.,:-:·:·:·:i

,,~i:ST. LOUIS GO

:w.

iOR October 5, 1964 11

REPRIEVE

There has been a definite increasein the number of integrated com­mercials as classified by the N~B'Code Authority. It is obvious thatwhat the Code Authority calls a"definite trend" is at least a periodof experimentation by multiple-prod­uct advertisers.

The effectiveness of the commer­cial of any length, under all condi­tions, has constantly been probed byresearch. This has been done in or­der to find the best format for theefficiency of the dollars invested bythe broadcast advertiser. Very ob­viously, the piggyback has been high­ly successful for many advertisersor the struggle for its survival wouldnever have become so intense. Therealities of the escalating costs oftelevision advertising makes the needfor the most efficient use of commer­cial tv time vital to the client.

Piggybacks were caught in thespotlight of criticism because-inconcert with the whole family of in­terruptive elements which contrib­uted to the appearance of clutter­they alone are the easiest tar­get. It's easier than fighting againstthe welter of other parts of the clut­terpackage like credits, billboardsand promos. And being against themulti-million public-service-spot on­slaught is like being against mother­hood and apple pie.

What the fuure holds for the pig­gyback format is still uncertain. In­tegration has given it a reprieve froma death sentence. But this isn't like­ly to be the sole solution to the clut­ter issue.

Mel Silverberg's status report onthe relationship of piggybacks, in­tegration and the NAB Code Au­thority beings on page 31.

12

LETTERS

Pleased with Recognition

Thank you for your recognitionof KDIA including the use of theOakland Raiders picture in yourAug. I 7 issue, "Is There a U.S.Negro Market?" devoted to theNegro market.

While Falstaff beer is one of ourvery good sponsors, Busch Bavar­ian is the sponsor of the OaklandRaiders broadcast.

WALTER CONWAYVice President/\DIAOakland. Calif.

Updated Nielsen Figures

The recent lead story on theupper income tv audience [Tv:Reaching the Affluent Market,Aug. 3 I] tackles an interesting sub­ject. But you use a series of Niel­sen figures in the story which werenot supplied by us and these, un­fortunately, are not current.

Television ownership as of thismonth is estimated at 52.6 millionhouseholds. a penetration rate of93 percent. The count by incomegroup is:

Lower (under $5000) 20.8 mil­lion, 88 percent penetration

Middle ( $5-9999) 21.8 million,96 percent penetration

Upper ($10,000) IO.O million,98 percent penetration

You'll note that the Nielsen TvIndex Upper Income group is now$I 0,000 and over. The changefrom $8000 to $I 0,000 annualhousehold income as the lowerlimit of the upper income group isa reflection of the long-termtrends in our nation's productivityand income distribution.

ERWIN H. EPHRONDirector uf Press RelationsA. C. Nielsen Co.Nell' York

Call to ArmsYour write-up on the first

ARMS study ["ARMS for Radio­Audience Measurement," Aug. 24,p. I 5] was extremely complete andknowledgeable. This kind of thor­ough coverage of such a basicproject is an important contribu-

tion to industry communicationswhich is, of course, what we lookto SPONSORfor.

However, a slight misunder­standing developed somewherealong the line. Your report statesthat I am an employee of StorerBroadcasting. I, of course, am anemployee of the National Assn. ofBroadcasters and Radio Advertis­ing Bureau which are the co­sponsors of ARMS. It so happensthat George Storer, Jr., is thechairman of the ARMS commit­tee and has graciously extended toARMS the use of the facilities ofStorer House as an office for me.Perhaps that explains the confu­sion.

Incidentally, Storer House is lo­cated at I I 8 E. 57th St., and itmight be well i'f you were to men­tion this in some future report be­cause a number of people havewanted to know where to get intouch with me. I certainly wel­come ideas and thoughts from any­body in the industry.

W. WARDDORRELLExecutive DirectorW. Ward DorrellNew York

PDT note PDQThe "One Hour Storyboard"

article in your Aug. 3 I issue wasvery well done and we thank youfor giving it such complete andunderstanding treat ment.

T A B Engineers, who developedthe PDT technique, were alsopleased with the story, but toldme that they do have patents pend­ing on the method which is con­trary to the sentence in the next tolast column: "And it certainly can­not be patented."

It seems that in their originaldevelopment of the process forengineering design and drafting themethod of preparing a wall as ablackboard in marked off segmentstogether with certain camera equip­ment and drafting tools adapted tolarge scale drawing was found tobe acceptable to the Patent Officefor consideration.

L. MARTIN KRAUTTERPreside/IfWolf, Krauttcr & Eicoff, Inc.Chicago

SPONSOR

IS

This danger was pointed out by NAB1s Vincent Wasilewski when he wasasked for the broadcaster association stand on pooled coverage and reduced.news personnel. Wasilewski pointed out that this one set of very particularevents should not "becloud the fact that free reporting is essential in afree society." He said NAB is already getting expert opinion on the matter,and broadcasters will, of course, cooperate.

---THE WEEKin WASH:INGTQN--,AS VIEWED BY OUR WASHINGTON NEWS BUREAU

October 5, 1954

Networks may be on slippery footing in the matter of their plannedcolor coverage of the Presidential Inauguration in January, as a result ofthe Warren Report. All news media is worried about the final repercussionsof the report's criticism of the crowding of newsmen at the Dallas jailduring the bizarre aftermath of the tragic assassination of PresidentKennedy.

Media committees, various reports, studies and meetings are under wayto test out means of pooling news coverage on major events--particularly asthey in vol ve the Pre s ídent.. The Warren Commission suggested. that some "coda 11

of behavior be worked. out to forestall any possibility of a repeat situationlike that of the Ruby killing of Lee Harvey Oswald..

In the renewed emotional shock produced by the Warren report, broad­casters see a danger of curtailment of the very kind of news coverage forwhich they were so warmly praised during the terrible November events. Thedemocratic processes are admittedly cumbersome and. awkward--they are noless so when hundreds of news gatherers and. cameramen crowd in to recordthe history of this particular democracy.

Networks have not (as of this column's deadline) come out with anycomment on the matter of drawing straws and pooling coverage of majornational events, when and if some official "code" requires it. Newspapers-­with far less of a problem in reporting than the electronic media--havelooked on the idea of pooled. units slightly more favorably. Press andbroadcasters will get together to discuss the angles.

No one, at this time, would care to come out roundly and say thatrisks and inconveniences of increasing news coverage are part of the demo­cratic processes. Yet no one takes risks more recklessly than Lyndon B.Johnson. The President will fling open ·the White House gates to a crowdof tourists, or dive into a milling mass of thousands in a parade--leavingthe FBI, the Secret Service and the news and cameramen equally frustrated.by waves of yelling, hand-grabbing humanity--any one of whom could belethal.

1101

Still, Wasilewski is not quite alone in warning of the danger of cut­back in news and cameramen. AP's editorial association chief, Sam Ragan,said responsibility for "orderly coverage" lies with the authorities incharge, in the last analysis.

October 5, 1964 13

14

THE WEEK in WASHINGTONAS VIEWED BY OUR WASHINGTON NEWS BUREAU

UPI1s Earl Johnson would go along with a limited amount of "pooling,"but added flatly that wire services have to cover to serve many individualpapers. (In this, they parallel the networks which have to bring the storyto affiliate stations country-wide on tv and radio.) Said Earl Johnson:"It was not the number of reporters who were present which permitted JackRuby to shoot Lee Oswald. It was the fact that the police permitted Rubyto be there. "

Fortunately, the slow grind of the democratic processes will alsoallow time to pass before a final judgment is rendered, when the variouspress, broadcast, Bar associations and law-enforcement groups finally agreeon what should be done. Last week, too, the President's Committee on theWarren Report had its first meeting on ways to carry out the Warren Com­mission 1 s recommendations. The committee says it will not announce meetingsor make comment until after summary report to LBJ.

Not so fortunately, the prospect of an inaugural only a few monthsaway, coupled with intensified jitters about presidential safety, couldbring on some sort of interim curtailment via pooling of news coverage.It would be only human for the FBI and the Secret Service, both scoldedfor ineptitude in protecting President Kennedy, to pass some of the griefon to the news media.

Another complicating factor is the lingering hostility engendered atthe national political conventions--when print media accused the broad­casters of snagging the best accommodations, and blocking press reporterswith their equipment and flying squads of cameramen and walkie-talkie re­porters.

About two weeks ago, before the Warren Report broke over news mediaheads, there was a quiet tussle here between press and electronic newsmenover accommodations for the inaugural parade in January.

Richard C. Crutchfield, chief of design and engineering of the Dis­trict of Columbia's Department of Buildings and Grounds, heard requestsfrom both sides at separate meetings. NBC's Bill Monroe let off with arequest for even more room at the coming inaugural, than in 1961 becauseNBC will cover in color, and color camera equipment needs more space. CBSand ABC spokesmen immediately demanded the same amount of room; they, too,plan color coverage.

The Pre-Inaugural Committee has granted the requests for increased~· But network pleas for a pooled-camera space within the presidentialstand itself, for over-the-shoulder shots at presidential visitors wereleft in some doubt. Press photographers have been allowed in the out ofthe stand for visitor shots during past inaugurals--but space for a tvcarnera setup will depend on final plans for construction of the stand,which are selected on competitive basis.

All of the plans are subject to final decision by the Inaugural Com­mittee. They may also be subject to the findings of the President'sspecial Warren Report Committee.

•

SPONSOR

-

Fair Game

WMT's Bob Nance was at Hawk­eye Downs last month as the grandchampion baby beef was chosen atthe All-Iowa Fair. A shorthorn ex­hibited by John Stoner of Mt. Ver­non, Iowa, won the slap of approvalfrom the judge, who just missed ourBob, also in the ring to broadcastthe champ's reactions.

Dean Borg and Jerry Brady pro­vided WMT listeners with a beef'seye report from the Iowa State Fairin Des Moines as a Hereford ownedby Doug Simons of Marcus, Iowa,got the winning nod.

Steve Padgitt, WMT Scholarshipwinner (summer employment atWMT and all the live bulls he canlift), managed WMT's 18th AnnualGadget Show at the State Fair. Win­ner was Junior Coon of MorningSun, Iowa, with a hydraulic postdriver. (Winning is a habit with Mr.Coon - his brush grubber won afourth prize in the open class in1953.)

The four ag college graduates whoman our Farm Service Departmentcovered 36 county and state fairsthis year, traveling 6,500 miles inthe fair month of August with mikesin hand. They get about 100 milesto the hour of air time from 56,000miles of yearly event-hopping: pro­grams daily at dawn's crack wak­ing up Iowa's dirty capitalists, mar­ket reports and other tidbits atnoon, special events any time. Theyprovide informed reporting forWMTland-46 Eastern Iowa coun­ties and eight in Illinois, Minne­sota and Wisconsin - and con­tribute to WMT's balanced pro­graming for a balanced industrial/urban/farm market.

October 5, 1964

WMTCBS Radio for Eastern Iowa

Mail Address: CEDAR RAPIDSNational Representatives: The KatzAgencyAffiliated with WMT-TV; WMT-FM;K-Wl\IT, Fort Dodge; WEBC, Duluth

15

SPONSOR WEEK

Advertising Efficiency Subject of ANA WorkshopSpeakers cite the increased use of computers in larger

agencies;discuss pro's and con's of fee vs commission;

say manufacturer needs more daytime network television

Chicago - Computers. fee ver­sus commission and bridging thegap between marketing and creativegroups were just a few of the areascovered at last week's Assn. of Na­tional Advertisers' workshop at theSheraton-Chicago hotel. Theme ofthe two-day meeting attended bymore than 200 advertisers and agen­cy people was "Meeting the Chal­lenge of Rising Marketing CostsThrough Increased Advertising Ef­ficiency."

On the subject of computers,Robert D. Lipson. director of ad­vertising and salespromotion of theBell & Howell Photo Sales Co.,cited an instance where the com­pany wanted to take additional key­market consumer advertising duringthe Christmas selling season to hikesales of a cartridge-loading zoommovie camera, felt likely to respondto additional ad pressure.

Initially, the extra advertising hadto be dropped because of budgetlimitation, but in the process of pro­graming a computer for other proj ...ects sufficient cost efficiencies were

revealed to allow reinstatement ofthe missing additional consumer ad­vertising pressure from Thanksgiv­ing to Christmas. "We bought fourweeks of spot tv in our key mar­ets," Lipson said. "No director ofadvertising could ask for a morefitting reward."

In still another talk on computers,Thomas A. Wright, Jr., vice presi­dent in charge of the media depart­ment, Leo Burnett Co., said that"there are no lingering doubtsabout the values of data processingequipment in those agencies whereutilization is reaching a sophisticatedlevel."

Wright cited two basic arcaswhere the larger agencies are usingcomputers: to solve the paperworkproblem, and in various areas ofmarketing and media analysis.

In media analysis, Wright cited asan example a large multi-productmanufacturer that is today success­fully marketing and advertising 21brands. The manufacturer hasfound through past media testingactivities that daytime and night-

NES: Plans Are 'Virtually Complete' JNew York - A progress report

from Network Election Service in­dicates that arrangement for tabu­lation of the Nov. 3 election resultsare "virtually complete."

A spokesman for the cooperativearrangement between the three net­works and two major press associa­tion says that sites for tabulationcenters in 50 states and the Districtof Columbia have been chosen andorganization of the centers is underway. Also, a mid-Manhattan hotelhas been selected as a national tab­ulation center which will accumulatethe national presidential vote totals.

Plans are also under way for"swift dissemination of totals" in

16

547 presidential, senatorial, guber­natorial and congressional races.

It was also pointed out that anynews medium will be permitted totake advantage of the pooled cov­erage upon payment of an appropri­ate share of the costs. Oct. 7 hasbeen set as the deadline for appli­cations to purchase access to NEStabulation centers since it is neces­sary to allocate space requirements.

ldea behind the pooled coverageis to eliminate duplication of re­turns and possible viewer confusion.Although NBC, CBS and ABC willall be using the same election fig­ures, each will handle its own analy­sis and forecasting.

time television and national maga­zines work well for him.

In order to accommodate all thosebrands, said Wright, he needs lots ofdaytime network television. "Thereare so many factors to consider andso much brand sales and audiencedata available to be sorted, collated,trended, charted, graphed and as­similated that it requires literallyhundreds of man hours over manyweeks before the advertising de­partment and the agency finallyagree on what programs to use forwhich brands."

Profile matching, d e e 1a r e dWright, can help reduce the manualwork involved. Simply stated; "Ourconcept is to match the audienceprofiles of daytime network tele­vision programs against the marketsales profile of a brand or group ofbrands." And it's all done via acomputer.

Jay Berry, McKinsey & Co., hada word on the controversial fee­versus-commission issue. "The onlyreason for keeping a fee or the I 5percent base or any other arrange­ment is that it's right for your spe­cial situation, not because every­body's doing it or because it hasbeen good so far," he told the gath­ering of advertisers.

Herbert W. Cooper, president ofMeldrum and Fewsmith, lnc., indi­cated that while it is not the onlymethod of compensation his agencybelieves in, fees have worked welland are looked upon with favor.

Among the benefits of the systemcited by Cooper; "The client canbudget for agency compensationonce a year at the beginning of theyear; negotiated fees for servicesoutside media advertising are held toa minimum, saving valuable time ofboth parties; the client knows thatour income does not depend on thenature of our advertising recommen­dations; we have confidence in rec­ommending, and the client has con­fidence in accepting recommenda- ,, ma

tions solely on their advertising mer- rj!,it; we are assuredof the opportunityto realize a reasonable return onservices provided."

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SPONSOR I Oc1o1

Ads for Personal Products Are

Up for Study by Radio CodeWashington, D.C.-The ticklish

area of the advertising of intimatelypersonal products will come understudy by a special subcommittee ofthe Radio Code Board of the NAB.At a meeting last week, the boardalso approved a series of proposedamendments to the radio code whichwill be submitted to NAB's boardof directors for ratification.

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Decision to look into the matterof personal products was made whencode director Howard Bell ques­tioned whether this outright banshould be replaced by a policy ofruling on the acceptability of ad­vertising on the basis of copy treat­ment.

Specifically mentioned was theadvertising of hemorrhoidal reme-

Hillman Sees No Relief in Media CostsChicago-"Advertising efficien­

e d cíes are not going to come fromiual lower media costs," Murray Hill­)ur man, senior vice president of Mc­nee Cann-Erickson, Inc., last week toldele- the Assn. of National Advertisers'"Ket workshop.loi Acknowledging rising ad and mar­a a keting costs as a fact of life, Hillman

asserted, "Increased marketing ac­had tivity and rising demand for adver­fce· tising time and space has alreadymly created a short supply situation in1) mass media resulting in higher costs

1ge· at lower efficiencies."1pe· The pressure for more time andery· space will be relieved somewhat byhas the addition of new media to the

ath· marketplace, Hillman said. "How-ever, new media will not necessarily

.t of lead to lower cost-per-thousand be­ndi· cause they will further fractionizeinly the audience.":ncy By the way of explanation, Hill­well man declared that "although there

hasbeen some growth in leisure time;tern in the past few years, each individ­can ual consumer only has a given num-

111on ber of hours a day available for ex­'the posure to advertising messages.Asnces media becomes fractionized, a givenldtJ advertising messagewill reach few-1eof er and fewer people."that Hillman added: "A person can

1 the only watch one television station,11en· read one magazine or listen to onerec· radio station at a time and the ad­con· dition of more tv stations, morenda· magazines and more radio stationsmer· will only serve to divide the audi­unity enee further."n on Taking tv as a case in point, Hill-

man said that with VHF there were

)NIORI October 5, 1964

about as many stations operating asthe airways could handle. "In a fewyears UHF stations will becomemore important and the audiencewill be divided into smaller pieces,"he continued. "One could envisiontelevision of the future as similar toradio today with stations in thethousands and programing by sta­tions to appeal to specific audi-

"ences.The only way to meet the chal­

lenge of increased marketing coststhrough effective use of advertisingis to raise two questions and obtainthe proper answers, Hillman said:1. "What evidence do we have thatthe prospects we are talking tomatch the prospects defined in therole and mission of the product?"2. "What evidence do we have thatwe have the most persuasive prom­ise for the market segment definedby the role and mission of the prod­uct?"

dies, but other categories will beconsidered, with the subcommitteeexpected to report back at the nextmeeting of the code board, whichhas been scheduled for Jan. 22-23in Los Angeles.

Amendments to the radio code,approved by the board, includeguarding against indiscriminate useof such words as "safe," "withoutrisk," "harmless" or similar termsin medical products advertising;making certain that advertising testi­monials reflect an honest appraisalof personal experience, and caution­ing particular discrimination in theacceptance, placement and present­ation of advertising in news pro­grams so that such advertising willbe clearly distinguishable from newscontent.

Videotape Talks to DavidOgilvy via 'Times' Ad

New York - Using the Ogilvystyle and the Ogilvy photographiclikeness, Videotape Center in a NewYork Timesad last week offered toshow David Ogilvy of Ogilvy, Ben­son and Mather how to make evenbetter television commercials.

The ad was designed to resemblesome of the famous long-copy ads(it runs 1900 words of copy) forwhich the veteran advertising man iswell known.

John Lanigan, vice president andgeneral manager of Videotape Cen­ter, a 3M subsidiary, declared: "Ifwe think our story is importantenough to use this kind of spaceand to address Ogilvy, you can besure a lot of other people are goingto want to know what it is."

data for in-home radio listening.For the overnight radio audi­

ence surveys, ARB says it willreport stations listened to, sharesof audience and sets-in-use esti­mates between 8 a.m. and 11p.m.

For those clients with a stakein both radio and tv, a surveyhas been designed to provide in­formation concurrently on bothmedia.

ARB To Feature Overnight Radio SurveysBeltsville, Md. - For the first

time, American Research Bureauwill make overnight radio sur­veys of in-home listening avail­able on a regular basis.

ARB's overnight service hasbeen providing estimates of localtelevision audiences for a numberof years. Based on the telephonecoincidental survey technique,essentially the same method willbe used by ARB to gather

17

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SPONSOR 'WEEK

Purolator Products: Spot Tv

Paid Off Like Slot MachineNew York-Reporting record

sales for the first six months of1964. James B. Light burn, vicepresident and general sales man­ager of Purolator Products, Inc.,last week declared: "Our tv ex­penditures will certainly increasein the future. They paid off thisyear like a slot machine."

The filter manufacturing firmupped its spot tv budget in the Ap­ril-May-June period to $758,300, asopposed to $268.51 O the previousyear. This put it in the ranks of thetop 100 spot tv advertisers for thefirst time in company history.

In revealing a $3 million gain inbusiness for the first six months of1964 ($33,082,505 compared with$30, 170,206 in 1963) Light burn

Average Keystone StationAirs 20 Hours to Farms

Chicago - The average Key­stone Broadcasting System radioaffiliate airs up to 20 hours ofshows and editorial features direct­ly to the farmer on a regular basis,according to a KBS study releasedto advertisers and agencies.

In a report on preliminary re­sults of a study of the farm marketand its relationship to Keystone'sfarm network, KBS president Sid­ney J. Wolf says the range for anaffiliate is from one hour of farmprograming per week to 84 hours.

Of the 1076 reporting on theirfarm and farm-family shows, 999carry up to 20 hours a week and77 broadcast more than 20.

Here is a breakdown of the num­ber of hours aired weekly by Key­stone stations:

NO. OF HOURS BROADCASTDIR ECTLY TO FARMER

STATIONSREPORTING

5782291925819

Under 5 hours per weekFrom 6 to 1O hoursFrom 11 to 20 hoursFrom 21 to 30 hoursMore than 31 hours

Total 1076

18

noted that automotive manufactur­ers have spent too much time inloading the distributor and dealerand hoping that sales would takecare of themselves.

"If we're going to eat more 'pie'in the future," Lightburn said, "it'sup to other reputable manufacturersto take the lead and support theservice station dealer with all theconsumer advertising that can beafforded." He added that everygrowth industry has eventually beenforced to reach the consumer in or­der to maintain their expanding baseof sales.

Lightburn attributed a good partof his firm's sales growth to mer­chandising of television by servicestation dealers.

Purolator made its tv debut in1963 with a commercial which de­picted a girl crawling under a carand removing a dirty filter. It wonmore tv awards than any other com­mercial in tv history, the companysays.

In May of this year, Purolatoragain won awards with a commer­cial called the "Doctors." The spotshows two "surgeons" as they ex­tract a dirty oil filter from their "pa­tient"-an automobile-and thengive it a clean bill of health by in­stalling a new Purolator oil filter.

A scene from Purolalor' s tv debut

lightburn: "more pie in the future"

NAB Code AuthorityApproves 141 Toy Ads

Washington, D. C. - With thenumber of shopping days untilChristmas soon to be a running re­tail theme and what to buy for themoppets a more and more pressingproblem, the NAB's Code Author­ity has given its stamp of approvalto 141 toy commercials to date.

NAB points out that all of thecommercials of the 26 companiesinvolved were actually checkedagainst samples to insure that thetoys and games performed as ad­vertised. It was also noted thatmany were evaluated from pre­production storyboards and, inmany cases, storyboard conferencesresulted in changes before the spotswere filmed.

NAB's toy guidelines, which havethe blessing of the top manufac­turers of the United States. aim atassisting manufacturers and adver­tisers in avoiding commercialswhich misrepresent the performanceor price of a toy or game adver­tised on tv.

For example, NAB's news letterpoints out: "It is verboten to dem­onstrate a toy in such a mannerthat it unfairly dramatizes its quali­fications. In other words, a toy thatfires plastic bullets when equippedwith a battery that must be pur­chased separately cannot be ad­vertised as "a ready-to-use destroyerof Moscow, Peiping and all othercapitals of the communist empire."

Still another stricture is avoid­ance of any audio or video tech­niques which would exaggerate ordistort a toy's value.

SPONSOR

....

FCC Chairman Urges Industry Support of ETVHenry tells IRTS broadcasters must do much more;

suggests they stage annual fund raising campaign

Carol Channing Signs Contract With General Foods

New York-Sounding a call forstepped-up support of educationaltv by commercial broadcasters, Wil­liam E. Henry, chairman of theFCC, last week urged the industryto stage an annual campaign forfunds as originally proposed by CBSpresident Frank Stanton.

"You operate the most powerfulselling instrument ever invented,"he told the International Radio andTelevision Society, "if it can sellsoap, automobiles and potato chips,it can certainly sell an idea with theitrinsic merit of educational tele­vision."

Declared Henry: "There is noth­ing startling in the thought that thosewho reap a profit from the use ofbroadcasting frequencies have a spe­cial obligation to contribute to thesupport of educational television."

"If you have already done much,you should do more," Henry added."Educational television is entitled tolook to you for a portion of its fin­ancial support."

Henry argued that commercialbroadcasters "have a need for com­petition from telecasterswho are notbound by the inevitable pressuresofthe marketplace, for such competi­tion raises the level of the entiremedium. You also have a need fora place in the medium where newideas and techniques can more eas-

New York - Certainly one ofthe hottest properties in showbusiness with the success of"Hello, Dolly," Carol Channingis about to invade the precinctsof television via a long-term con­tract with General Foods. Butviewers will have to wait twofull years.

The contract calls for MissChanning to star in a number ofspecials, plus a weekly series.First of the specials is slated forearly spring, 1965. Meanwhile,the star will continue on Broad­way as "Dolly" and will also

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ISORI October 5, 1964

ily be tested-where there is noautomatic penalty for failure to at­tract a maximum audience."

The FCC chairman also citedwhat he called a less obvious rea­son: "For 30 years, your publicservice obligations have been thesubject of controversy and debate.The creation of a meaningful na­tional educational system can havea real impact on the course of thisdebate."

But, he cautioned, it would not"take over your public service role,"rather, the responsibilities of com­mercial broadcasting in this areawould be better defined than at pres­ent. "The problem of your properfunctioning would lose, I think,many of its angrier and more diffi­cult overtones," he added.

Although his talk was primarilydevoted to educational tv, Henrydid touch briefly on other areas. Hesaid the commission has been work­ing continuously for the promotionand development of UHF.

"We think we are going to besuccessful," he said, "and that UHF-although in its second appearanceon the track after falling by the way­side in the first heat-is off to agood start and will finish the race."

He said that the commission justyesterday took to the field to dosome on-the-spot investigation of the

fulfill her motion picture com­mitments.

The signing of Miss Chan­ning was worked out by EdwinW. Ebel, vice president-adver­tising services of General Foods,Charles C. Barry, executive vicepresident and director of tv andradio, Young & Rubicam, andWilliam Morris Agency.

Miss Channing first came tonational attention as the girl wholet the world know that diamondsare a girl's best friend when shestarred in "Gentlemen PreferBlondes."

practices and techniques of audiocontrol for both live and recordedcommercials, and was, I believe,much enlightened. However com­plex this problem may be, mutualeffort on your part and ours shouldsolve it."

The FCC chairman continued:"Now I realize that most broad­casters deny that there's any 'holler­ing' in radio and television. To them,I would only repeat the story ofthe sophisticated resident of NewYork City who was asked whetherhe believed broadcasters were exper­imenting with subliminal advertising.'I didn't at first,' he replied. 'Thenone day I went out and bought atractor-for my wife'."

Ex-WLIB PersonalityGets 6 Cents in Suit

New York-Basing her suit onthe claim that her name, picture andendorsement were used without writ­ten consent on posters and stream­ers for in-store promotion, BettyFrank, former radio personality onWLlB New York, was awarded sixcents in damages by Justice FrancisT. Murphy of the New York StateSupreme Court. The plaintiff hadsought $250 thousand in her com­plaint.

Commenting on the decision, Har­ry Novik, WLIB general manager,pointed out that the case hinged ona little known provision of a 1911New York law. He said that in hisconversations with many stationmanagers during the course of thesuit, he discovered how few opera­tors in the business were aware thateven though a radio personality en­dorses a product on the station'sair, this is not a presumption thatone can use his or her picture orname on printed material to endorsethat same product in in-store pro­motions; that written consent is man­datory; that oral cansent is only apartial defense to such a suit.

Novik added that variations of theNew York law are on the books ofmany states and he suggested thatstation owners and managers shouldbe alerted to the "potential dangersinvolved."

19

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SPONSOR W'EEK

tion break back to its original 32seconds."

The move to 42 seconds,he said,was begun by "what was then a veryweak network." Jones added: "Iknow the economics involved hcrc­that a 20-sccond spot between pro­grams can equal the revenue of atwo-minute 'in-show' commcrcial­but perhaps the stations, too, willexamine their position and stopgoosing this particular golden egg."

On the subject of multiple prod­uct announcements, Jones said that"as the minute cost on a hot net­work show reachesas much as $40,-000, it becomes apparent to the ad­vertiser that he had better try to in­sure his investment by spreading itover related products."

At the same time, he suggestedthat agencies use more creativity inmaking commercials. "If a commer­cial is to pay its way it must embracetwo products, then let it be createdso as to blend the two. lt is in thislack of compatibility, I believe, thatthe public feels that it is being sub­jected to more commercializationthan is really the case."

Jones also suggestedthat the pub­lic should be reminded that thereis nothing free in this world, includ­ing tv and radio entertainment, "andif they are asked to pay a few min­utes of their time, let them pay with­out whining-or go to the movies,where they will find that the pop­corn is 50 cents a box, plus tax."

The agency president continuedby turning his attention to govern­ment regulation, reminding official­dom that "the broadcasters of thiscountry are businessmen and mustmake a profit with which to sustainthemselves, their stockholders andtheir employees-and they must dothis by selling a commodity of whichthere is a completely inflexible sup­ply: time!"

On matter of taste, Jones de­clared: "'Material-both advertisingand program-is castigated on tele­vision and radio, that doesn't evenraise a brow in print media. Maybeit is time someone looked moreclosely at other media."

MJ&A' s Jones Calls for Station Break ReductionAgency president suggest breaks be cut back to 32

seconds; discusses clutter, integrated spots, profits

Detroit-Touching almost allbroadcast bases in a talk before theEast Central Arca Conference ofAmerican Women in Radio andTelevision, Ernest A. Jones, presi­dent of MacManus, John & Adams,Inc., called on the networks to re­duce station break time, advertisersto integrate their commercials, thegovernment to understand thatbroadcasters must make a profit andthe public to "differentiate betweenthe legitimate commercials which

pay the entertainment freight andthe mess of non-commercial mater­ial with which the true commercialsarc not only surrounded, but some­times submerged."

Describing clutter as a "jungle ofpiggybacks, hitchhikes, billboards,promos, bumpers," Jones called onthe tv industry "to search theirhearts and their pocketbooks to secif the time is not approaching whenthey might consider-as a publicservice, of course-reducing the sta-

Papert, Koenig, Lois Splits Stock,Now Eligible for Exchange Listing

New York - As expected, Pap­ert, Koenig, Lois, lnc., has split itscapital stock and is now eligible forlisting on the American Stock Ex­change.

Broadcast billings last year ac­counted for about 70 percent of theagency's businesswith clients spend­ing an estimated $16.2 million onradio and tv, the bulk of it in net­work and spot television.

Stockholders of the agency, firstto go public, approved a proposalfor a three-for-two split of bothClass A and B shares and increasedClass A shares from 750,534 to950,534 and Class B from 86,636to J 25,454.

Citing the prestige value of anexchange listing, Julian Koenig,president, indicated applicationwould be made n 1964.

In another move, the shareholdersamended the company's stock-op­tion plan by boosting the number ofshares from 50,000 to 150,000.Koenig pointed out that almost allshares under the original plan wereexhausted. He added that stock­options had allowed the companyto secure good new talent and holdimportant veteran employees.

Foote, Cone & Belding, another

20

of the three publicly owned agen­cies, has called a stockholders meet­ing for mid-October to vote on aproposed five-for-four split.

Dayton Station SoldFor $1.5 Million

Dayton, Ohio - Station WONE­AM-FM has been sold by the OhioBroadcasting Co. (WHBC Canton)for $1.5 million.

Announcement of the sale to theGroup One Broadcasting Co., awholly owned subsidiary of theWAKR interest (Summit RadioCorp.) of Akron was made byRoger G. Berk, president of GroupOne. The sale is subject to FCC ap­proval.

Other station sales reported lastweek include WQDY Calais, Me.,and KSGT Jackson, Wyo.

WQDY was purchased from JohnVondcll, Jr., for $110 thousand byentertainer "Buffalo" Bob Smith ofHowdy Doody fame. Smith has asummer residence in the area.

KSGT was sold by the Snake Riv­er Radio and Television Co. to aDavenport, Iowa, syndicate for $40thousand.

SPONSOR 11 01

1

Pay Tv Would Siphon Free Fare,

Says Texas Station PresidentLos Angeles-Dubbing pay tele­

vision a very "real and immediate"ad threat, Jack Harris, president ofve~· KPRC Houston, Tex., said that on''l I any representative evening "about

·e- 75 percent of the more than 52 mil­pro. lion television homes in Americaif a , are watching television-free."

"And yet," he added, "as fewas two or three million homes across

stop 11 the country equipped for pay tele-vision could drastically alter what

rod- the other fifty million may see."that In remarks prior to a pay tv de­net· bate before the Academy of Tele­~o.. vision Arts and Sciences,Harris de­ad· dared: "While a few million pay

1 m· tv homes would not really dent12 it commercial television's huge audi­. ences, it would affect what thosested audiences were permitted to see. Iv m believe three million paying custo­~er. mers would siphon off from the freerace screen a great deal of today's fineated entertainment."thi1 Five percent of the public couldfuat disenfranchise the other 95 percent,sub· Harris argued. "For that 95 percent,1tion indeed, the freeway of entertainment

on which they have been travelingiub-1 would become a toll road."

32

wil

hereJud·'andrun·lith·

Citing a casein point, Harris said,"Just eight days from now NBC willbegin telecasting the World Series.This will cost advertisers $3.5 mil­lion in rights, plus production, timeand cable. It will cost the homeviewer only the twist of a dial."

Harris continued: "But, supposethere were already three million setsacross the country wired for paytv. If a Dodger game on pay tv sellsfor $1.50 per home, it's safe to as­sume a World Seriesgame would gofor no less than $3. And, if weassumedhalf of the three million paytv set owners were to buy eachgame of the series, that would netthe operators of pay tv some $4.5million per game. In a seven gameseries, that would come to morethan $31 million, and even a fourgame series would net $18 million.

"It's just not possible to sellenough razor blades to meet thatkind of competition," he said.

Harris conceded that his is prob­ably the most spectacular instancebut he insisted it was only one ex­ample. "With five percent of Amer­can homes equipped for pay tv, thepay tv promoters would outbid free

television for anything we had, thatwe wanted."

In conclusion, Harris said, "I donot think the operators of televisionstations or networks stand in finan­cial jeopardy from pay tv. If itshould grow to such national propor­tions, the losers in my opinion willbe the American people."

Weaver Pleads Pay TvCase in 'Atlantic Monthly'

New York - Whatever prob­lems Sylvester L. (Pat) Weaver hasbeen having in his efforts to estab­lish a going pay television opera­tion in California - and they havebeen many - lack of publicity andpublic forums has not been one ofthem. His latest bid for the publicear is the Atlantic Monthly.

Arguing that "commercial radioand television have been predicatedon the sale of advertising, and con­sequently built their business againsta bulwark of criteria dictated by theneeds of the sellers, not the needsof the buyers," Weaver laid heavyemphasis on pay tv's ability to sup­ply cultural and educational pro­graming. "Aesthetically. advertisingis difficult to handle in combina­tion with the more rewarding arts,"he said, "and interruptions by com­mercials are at best upsetting andat worst sickening."

Weaver Sees Pay Tv as Nation's Great New IndustryChicago - Sylvester L. (Pat)

JOP· Weaver, Jr., president of Subscrip­" tion Television, Inc., last week tookmed his case for pay tv to Chicago, pre­em· dieting that it is destined to becomecial· the great industry of our country."this ''Surveys conducted by Stanford

nust Research Institute," Weaver said,¡tain "indicate that the industry's reve­and nue is expected to approach $2 bil­l do lion annually, that subscribinghich households may number 15 million,sup· reaching more than 50 million peo­

ple.""It is estimated that approximate­

ly $2 billion worth of equipmentalone will be necessary to serve

even these families," Weaver continued1ybe in his talk before the Chicago Eco­nore nomic Club. "Then when you think

what this technically superior cable

vies.

de· ¡ising Itele·

NSOiI October 5, 1964

service would do for the sales ofcolor television receivers, you be­gin to realize what a business boomsubscription television can create."

Citing still another survey, Weav­er said that Subscription Television,Inc., his own company, has the po...tential effect for generating a $1.9million impact on the Californiaeconomy. "This is representative ofsupport for 237,000 new jobs and,based on the current ratio of popu­lation to employment in California,these new employment opportunitiescan support a population gain of650,000persons."

Weaver added: "Just think whatthis will mean in the way of em­ployment when subscription tele­vision begins to spread across thecountry."

Weaver said that "just as motionpictures, radio and television werethe major communications develop­ments during the past 50 years, sub­scription television will revolution­ize our economic, cultural and sociallives as the industry brings the wallscreen, three dimensional and cart­ridge delivery of the subscriber'schoice of programing via tape re­cordings which may be kept and re­played, or erased at will."

The pay tv spokesman also had aword on the initiative referendum onNovember's ballot aimed at outlaw­ing subscription television. "Polls in­dicate we will defeat this vicious at­tempt of one business to have acompetitor outlawed. But, shouldwe lose, we will go all the way to theSupreme Court. .. "

21

J

SPONSOR 'WEEK

TvB Joins Food, Grocery TradeIn 'food Is a Bargain' Campaign

New York - "Food is a bar­gain," argues the food and grocerytrade, and Television Bureau ofAdvertising has volunteered to helpget the messageacross to the publicvia a 60-sccond filmed spot.

The spot has been sent to allU.S. tv stations together with a let­ter urging frequent airing fromOctober 19 through 31. starting and

closing dates of the two-week "FoodIs a Bargain" drive.

Aim of the nationwide campaignby food and grocery product adver­tisers is to tell consumers that foodpurchases account for a smallershare of family income than everbefore.

Commenting on TvB's role, Nor­man E. Cash, president of the trade

FOOD IS A BARGAIN

Public Service Announcement

60 Seconds

SCENEPaul Willis andClarence Adamy atdesk (business officeset)

Willis: Hello, I'm Paul Willis, President,Grocery Manufacturers of Amer­ica - the people who make mostof the products you buy in to­day's supermarkets. I'd like youto meet Clarence Adamy, Execu­tive Vice President, NationalAssociation of Food Chains, whorepresents many of your super­markets. Clancy, tell us whyfood is a bargain.

Camera pans toChart # 1

Ada my:

After Tax DollarFor Food

l963-64- l9cl947-49-26c

Willis:

Camera pans toChart ...'..'..2

Adam y:

29%31 %

19%••U.S. •EnglandWillis:

France

53%

45%

Adam y:Italy Russia

22

According to the U. S. Dept. ofAgriculture, the average Ameri­can family today spends onlyl9c of each after-tax incomedollar for food, as comparedwith 26c 15 years ago.

How does this l9c compare withother countries?

Consumers spend a much small­er share of the income for food- only 19% against 53% in Rus­sia.

Not only do Americans spendless of their income for food thanat any time in history, but alsotheir food has greater variety, iseasier to prepare and is muchmore nutritious.

Any way you look at it, Paul,food is a bargain.

Willis, Adamy ... "food bargains"

organization, said, "Jn recognitionof the fact that food and groceryproducts comprise the largest ad­vertiser category in television, TvBwelcomes this opportunity to joinwith the food industry in this cam­paign."

Cash added: "With the coopera­tion of the nation's television sta­tions we can expect tens of millionsof 'Food Is a Bargain' consumerimpressions during the two-weekperiod. TvB considers its participa­tion in this consumer education pro­gram as one way of saying 'thankyou' to an industry which accountsfor 80 percent of television's na­tional revenue."

The spot, which will have itspremiere tomorrow (Oct. 6) at theNew York Sales Executives Club,consists of a discussion betweenPaul S. Willis, president of theGrocery Manufacturers of America,Inc., and Clarence Adarny, execu­tive vice president of the NationalAssn. of Food Chains, on the rea- ,sons why food prices today are con­sidered a bargain. The campaign willalso be supported via other media.Copy for spot is shown at left.

State BroadcasterGroups On Upswing

'Vashington, D.C.-State broad­casters' associations now represent72 percent of radio and 76 percentof television stations across thecountry as compared with 65 per­cent for radio and 73 percent fortv in 1962.

According to Alvin M. King, di­rector of state association liaisonfor the National Assn. of Broad­casters, membership in state organ­izations has reached 3982, a boostof 393 since 1962 and 978 since1959 when the last NAB surveyswere taken. l

SPONSOR I Oo

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1101 I October 5, 1964 23

SPONSOR 'WEEK

Granik Develops Stamp Plan

To Promote UHF DevelopmentNew York-Granik Enterprises

has come up with a stamp plan topromote the development of UHF.The company, which recently an­nounced plans to establish a seven

Schwerin: Ingredients, NotRomance, Sell Shampoos

New York-In the advertising ofshampoos, "women are simply notresponsive to the promise of roman­tic attraction as a benefit," accord­ing to the Schwerin Research Corp.

The firm, up-dating a four-year­old survey of the shampoo field, re­ports that "strong shampoo commer­cials tended to stress ingredients asthe principal 'reason why'." Also, itwas pointed out that the 30-secondtv spot format exacted no penaltyin effectiveness.

The findings, reported in SRC'sbulletin, involved analysis of twogroups of commercials-one highlyeffective, the other ineffective. "Allof the 'winner' group cited productingredients as their reason-why forbrand superiority, whereas the greatmajority of 'losers' contained nomention of ingredients."

It was further pointed out thatthe effective shampoo commercialsmade specific claims about specificbenefits. "They offered information-not gaseous promises of goldenhair and eternal amour."

Studying the commercials for ef­fectiveness by length, Schwerinfound that as a group the 30-sec­ond tv spots were slightly more ef­fective than the average 60, addingthat the "difference is probably notsignificant so what the data are real­ly saying is that in the shampoofield, 30s are as effective as 60s."

The bulletin had one more ob­servation: "These highly effective30-second shampoo messageswerenot accidents. They were the end­products of thoroughgoing researchprograms that entailed time, money.experimentation and creative effort."

24

station East Coast UHF network,expects to supply local merchantswith stamps valued from five centsto one dollar that could be appliedby customers to installation of aUHF converter and/or a UHF an­tenna.

In explaining the plan, IraKamen, director of Kamen Asso­ciates, consultant to Granik Enter­prises. declared: "America has runout of VHF television space and thestation still is not being adequatelyserved by tv on the communitylevel. The time for UHF is now,and the problems which have cakedearlier attempts at UHF operationmay well dissolve in the face of anew economic formula (the stampplan) which I've conceived to crackaway at the hard core of pessimismwhich marks UHF endeavor to­day."

The most serious problem facedby a UHF entrepreneur after he hasacquired his construction permitfrom the FCC and built his station,Kamen said, "is getting local resi­dents to put up a UHF antenna and/or convert their current VHF sets toreceive the UHF signal. Even thenew all-channel sets will require aUHF antenna and proper downleadfor satisfactory performance."

Kamen's premise is that if localmerchants give his special UHFinstallation value stamps to shop­pers within the UHF signal it willspur them to add UHF to their sets.

Granik has already filed for aconstruction permit for channel 75in Patchogue, Long Island, N.Y.

Kamen (left) shows UHF stamp display toMichael Rosen, Granik financial adviser.

Ford, Screen Gems AgreeTo 'My Gidget' Pilot Film

New York - Ford MotorCo. and Screen Gems, Inc., havegotten together on a pilot pro­duction of "My Gidget," a half­hour family comedy series.

In announcing the deal, JackicCooper, vice president in chargeof West Coast operations forScreen Gems, said filming wouldbegin in Hollywood the first weekin November.

Starring in the pilot projectwill be Don Porter who playedMr. Devery in the Ann Sothernseries, and is currently in theplay, "Any Wednesday."

The deal was worked outthrough Ford's agency, J. WalterThompson.

K&E Projects AdvertisingCosts Through 1970

New York - Kenyon & Eck­hardt researchers see steadily risingad costs through 1970, and DavidC. Stewart, president of the agency,warns that "any agency or adver­tiser who docs not recognize thisas a red hot problem with a bigred 'warning' sign on it is just kid­ding himself."

Figures revealed at the New YorkAdvertising Club (see SPONSOR,Sept. 28, p. 4) show growth in advolume, cost rises by media andbudget increases needed by 1970.Advertising volume was at the $7.75billion mark in 1953, and totaled$13 billion 1O years later. Projectedfigure for 1973 is $29 billion.

By 1970, all major media but net­work radio and supplements willhave raised their 1960 costsby morethan 20 percent, K&E researchersforecast, outdoor costs showing thegreatest increase, followed by nightnetwork tv, night spot tv, magazines.

K&E also listed budget increasesneeded by 1970 to maintain 1964'slevel of pentration of total house­holds: night network television, 30percent increase; daily newspapers,27 percent; night spot television, 24percent; general magazines, 23 per­cent; daytime network television, 18percent; 38 leading magazines, 17percent; outdoor, 16 percent: sup­plements, 13 percent. .•

SPONSOR Oc

;':MBS Affiliates Vote All-OutIll

• Radioorve Drive to Sell Radio Via·~-if. New York - In what could

possibly develop into a campaignof unprecedented proportions, Mu­tual Broadcasting System affiliates

or I have taken their president up on1ld 1 his suggestionthat they take the leadek I in using radio to promote radio.

Meeting last week, the affiliatesvoted unanimously to go ahead witha plan proposed by Robert F. Hur­leigh that would see the networksupply a series of 1O spots boostingradio, utilizing MBS talent.

In calling for an all-out cam­paign, with a minimum of 1O min­utes per day devoted to promotionof the medium on stations, Hur­leigh had written in the networknewsletter: "Individual station op­erators are so busy selling their owncall-letters that they have over-looked the obvious truth that the

::k·¡ medium itself could help all. Theys~gI allocate monies for everything ex­avid ccpt a plan to create a concept of

.1e

!Ct

ed

9

the powerful, persuasive force themedium is and of the truly irrc­placable service it supplies."

The result of Hurleigh's sugges­tion is that, beginning in mid-Octo­ber, Mutual's 491 stations are ex­pected to be airing from six to athousand minutes of radio promo­tion each day. Goal is 40,000 min­utes a day.

In addition to MBS affiliates,who approved the plan last week,more than 100 non-affiliates havealso expressed interest as a resultof publicity in SPONSORand othertrade publications (see SPONSOR,Sept. 21, p. 22). Along with theaffiliates, these stations and othersinterested will be supplied with 10one-minute and half-minute spotsby the network without charge.

Declared Hurleigh, after the af­filiates agreed to the plan: "In allprobability this will be the largestspot radio campaign in all history."

ncy.ver­this

k~~~~TvB Exec Stresses Availability of 20-Second Tv Spot

aware of it are "missing a tremen-7.7) Idous opportunity."taled Adding that there is prime time:cted available both now and after the

November elections, MacRac saidnet-• "astute advertisers can select ex­will cellent availabilities and stations can

nore

1

confirm this time as of now.";hers Suggestingthat, between now and! fue Christmas, buyers can build strong~ight¡ 20-second spot schedules for pre­'!lleS. holiday campaigns, he said that theea1es short prime time spot offers theJ64's I advertiser an excellent vehicleiuse·1• JO PRIME TIME 20-SECOND

fl [ Top SO Markets Top 100 Markets Top 150 MarketsP\11 Announcements Announcements Announcements],• 3 s 3 s 3 s

- •te - I I - 'ª' I ·•-• - ·-• ·--· ---·

per·íl rn' ¡;

. New York - Stressing the avail­rnrk ability of 20-second spots in primeSOR. time, Bill MacRac, TvB vice presi-1 ad dent in charge of spot television, de­and dared that advertisers who are not~10.

Families Reachea t'er vveexFamilies Reached in 4 Weeks4-Week FrequencyCost-per-thousand Families

41%66%

3.6$2.58

for both effectiveness and recall.To prove his point, MacRae cited

a TvB spot tv research project called"Selcctroniscope." The vast reachand economical costs for prime 20-second breaks are only part of theiradvantage, he said. "There arc op­portunities for the advertiser to de­liver his messageto all of his pros­pects including men and women whoare sometimes unreachable. Thereare other pluses, such as the op­portunity to reach both the male andfemale head of the house simultan­eously since prime time is familyviewing time, and the opportunityfor those involved in the marketingof products to see the company'sadvertising."

BREAKS PER WEEK

54%75%

5.2$2.57

45%71%

3.8$2.61

59%81%

5.4$2.58

49%74%

4.0$2.63

63%84%

5.8$2.58

iUP· 1 Source: Selectroniscope 1001 Data from A. C. Nielson Co.

¡NIOR I October 5, 1964

I

{ Men Only, Lady!Princeton, N.J. - "Even Miss

America couldn't stay here duringthe game," a press-box guard toldDorothy Adams, vice president andaccount supervisor of the GeneralElectric account at Maxon Adver­tising, as she attempted to set footin the WJRZ radio booth prior tothe broadcast of the Rutgers-Prince­ton football game.

Despite her letter of authoriza­tion and the fact that she was onofficial business (the supervision ofGE commercials) the guard wasadamant, and Miss Adams took hersheaf of copy and a walkie-talkieto a position adjacent to the boothwhere she relayed instructions to themale producer. When the walkie­talkie proved ineffective due to car­rier interference, the enterprisinglady vice president worked out a sys­tem of hand and audio signals withthe crew in the radio booth.

Philip Morris To LaunchRecord Network Tv Drive

New York - Philip Morris hasjust announced that it will back itsproducts with the heaviest networktelevision ad schedule in the firm'shistory.

Utilizing CBS-TV, the full PhilipMorris line of products will be sup­ported by several hundred sellingmessages covering the entire net­work through the current season.Over-all audience exposure potentialis estimated in excessof l ,850,000,-000 viewers.

Declared Ross R. Millhiser, vicepresident for marketing: "This isthe sort of exposure which not onlybenefits our cigarct and tobaccoproduct line, but our diversifiedproduct line as well."

Among the Philip Morris prod­ucts to be advertised are the newPhilip Morris multifilter charcoalcigaret, Marlboro, Parliament, Pax­ton cigarets, Personna stainless steelrazor blades, Burma shaving creamand Burma Blockade, a new men'sdeodorant from Burma-Nita Co.,a division of Philip Morris, Inc.

The schedule will be seen oneight CBS shows: Slattery's People,Baileys of Balboa, Entertainers, Gil­ligan's Island, Red Skelton, JackieGleason, CBS News, NFL Football.

25

J

SPONSOR SCOPE !''PROBING THE CURRENTS ANO UNDERCURRENTS OF BROADCAST ADVERTISING

Stauffer chain goes all out radio

Sellers of radio have a fairly important recruitfrom the restaurant industry in their corner. Aftersome experimenting, the Stauffer chain has swungout with substantial campaigns in New York,Washington and Philadelphia. The most impres­sive angle: it's on a seven-day basis. The stressin the Stauffer copy is on the dinner trade. Thetime factor for the spots, which run as high as36 a week in Washington, focuses materially ontraffic time. Clock spcctrums: 4 to 7 p.m. Mondaythrough Friday; weekends, staggered intervalsthroughout the afternoon. The likely spark toStauffer's warm affinity for radio: the account re­cently hooked up with Ketchum, MacLeod &Grove.

Chanel No. 5 moves into spot radio

Another topseller among perfume brands,namely Chanel No. 5, has come into radio. It'sa three-week flight, starting Oct. 26, in majormarkets from coast-to-coast at the rate of five toseven spots a week. This flight is not consideredpart of the pre-Christmas campaign. That'll prob­ably follow. Most consistent of the perfume bot­tlers in spot radio has been Lanvin. One of themore notable success stories for the medium inrecent years was Jungle Gardenia.

3rd, 4th week pattern spreads

There's no question now that nighttime net­work tv can be bought on an even more conveni­ent basis than spot in terms of skipped weeks. Thealternate week pattern has become the exceptionrather than the extended privilege. This seasonadvertisers have slotted their commercial min­utes in a number of the spot carriers every thirdand fourth week. The height of this system hasbeen reached by an NBC-TV half hour, That Wasthe Week That Was. This show, containing theusual three commercial positions, has a total of 11different advertisers. On ABC-TV The AddamsFamily half-hour is indentured to eight advertisers.In the hour-show sector-this applies to bothNBC-TV and ABC-TV-the six weekly commer­cial minutes on at least six shows are spread amongfrom 14 to 17 advertisers. To affiliated stations

theseevery third and fourth week schedulespresenta problem with regard to protecting the networkadvertiser against product conflict with their ad­vertisers in chainbrcaks. Sponsor Scope checkedthis situation with some key reps. The consensus:the stations maintain as close a watch as they canagainst conflicts, but the networks' irregular sched­uling of advertisers has become so intricate that itwould take a highly expensive local traffic depart­ment to avoid mistakes. Following arc the one-hourseries that have advertisers who participate everythird or fourth week:

PROGRAM

Alfred Hitchcock12 O'Clock HighJimmy DeanBen CaseyWagon TrainMr. Novak

NETWORK

NBC-TVABC-TVABC-TVABC-TVABC-TVNBC-TV

NO. ADVERflSERS

141414151517

Note: The actual champ among this season'snighttime crop in terms of total sponsors is ABC­TV's Sunday Night. There arc 12 weekly com­mercial positions in this event. The number of ad­vertisers: 27. It's an all-time record for any oneprogram series.

Tv's airline billings up, but lag mags

Tv has yet to become the prime medium forthe airline industry. Airline billings for tv forthe first six months of this year took a 55 per­cent jump, but the margin wasn't ample enough toovercome the billings registered by magazines forthe same period. At the rate airline spendinghas been going so far this year the total expendi­ture in tv for 1964 is expected to easily reach$15 millon. It was around $8.5 million for 1963.Following is a six-months comparison in airlinegross revenue between tv and magazines:

YEAR

196419631962

TV$7,621,300

4,906,4001,454,300

MAGAZINES

$8,680, 1598,721,8775,716,584

Last in action among rep pioneers

Paul H. Raymer remains the last of the threeearly pioneers of exclusive station representationstill functioning as operations head of the firm.Edward Petry just passed on the Edward Petry& Co. presidency to Martin Nierman and JohnBlair some time ago assignedhimself to chairman

SPONSOR26

of the board. All three became president of theirrespective companies in 1932, the year all threefirms came into existence. Petry had an edge ofa few months on the other two. It was at the NABconvention at White Sulphur Springs in the fallof that year that station operators had their firstoppotunity to meet and appraise the three inno­vators of exclusive representation. Prior to thatthere was the general rep. He did business for andwith more than one station in a market. The gen­eral rep who brought that phase of representationto a peak was the late Scott Howe Bowen.

Buyers don't discount CBS status

Next to the tv networks themselves no groupis as sensitive to the initial ratings of the newnighttime program season as the agency peoplewho recommend the show buys to clients. Spon­sor Scope's contacts with key members of thistribe disclosed a general disposition to appraisethe early returns, which strongly favored ABC-TVover CBS-TV, as not a clear barometer of lead­ership. They expect CBS-TV to edge into No. 1position as a result of its superior reach, if nothingelse. The prevailing opinion among them wasthat CBS-TV erred in leading off with some ofthose early stage pilots, but that this deficiencywould be overcome with better episodes in thecan, plus another promotional splurge. They dosee ABC-TV going into the 1965-66 seasonwithan unusual reservoir of strength, deriving fromthe network's proved old holdovers and such cur­rent seasonclicks as Bewitched,PeytonPlaceandothers that have yet to hit their true stride. Thecombination will give ABC-TV an enviable baseto build on.

September spot tv has misty signoff

0 I

For tv rep salesmen last week wasn't a par­ticularly happy one. The good news was almostoutbalanced by the bad tidings. There were sched­ules from 4-Way cold tablets, Ex-Lax, Breeze,Ve!, Palmolive soap, but a blight struck from thedirection of P&G in the form of wholesale cut­backs on White Cloud, Puffs, Oxydol, Ivory Liq­uid and Spic 'n' Span. Colgate got into the can­cellation act via Ajax floor and wall cleanser.The White Cloud and Puffs cancellations probably

stemmed from the fact that these two paper prod­ucts have just embarked on ABC-TV regionalbuys. White Cloud and Puffs are still limited indistribution-from the Appalachians to up anddown the Midwest.

ABC-TV: from 'plan' to 'planning'

Remember when "scatter plan" rode high inthe lingo of the trade? Well, ABC-TV daytimesaleswould have you know it's gone out of "plans"and into "planning." And what does it mean bythat? Answer: the package of spots and the hook­ups are specifically designed to meet the market­ing needs of the client in cumulative reach, audi­ence composition, saturation, merchandising andregional coverage. That last item should fetchthe interest of spot sellers particularly. ABC-TVrelates that it's become quite aggressive at sellingthe regional way of things, especially to big pack­age-goodsadvertisers. Ad people who were aroundat the start of the '60s will recall when networkdaytime offered three types of scatter plans andmade a big ado about them. They were: the singleshow scatter plan, the multiple show scatter planand the rotation scatter plan. Despite what ABC­TV says about "planning," the scatter method isstill the one that makes network tv daytime goround.

TvB to bankers: sell tv to lenders

The TvB is off on a new industry promotionaltack. It's getting chummy with the banking trade-that is, on the investment side, via talks atassociation gatherings and articles in banking pub­lications. The TvB's ploy: take a look at the lo­cal manufacturers and retailers you lend moneyto and see whether their best interests are beingserved with the right kind of advertising. The in­ference of the "right kind," obviously, is tv. Otherpoints being dropped: ( 1) take note of your re­gional and local manufacturers with regard totheir prospective growth and ply them with thesuccessstories of Lestoil and Alberto-Culver, bothof which got there exclusively via tv, (2) impressupon retailers the importance of modernizing theiradvertising as well as their store fronts. Inciden­tally, banks themselves are the No. 3 users oflocal tv.

.........! CONTINUED ON NEXT PAGE

)NIOiI October 5, 1964 27

J

blank-out might suggest a choice of two theories:( l ) the cost of prime network time has reachedthe point where it's prohibitive for budgets underSl million. (2) the sellers would prefer to com­pete for the business already in the medium.

SPONSORSCOPE---------

28

PROBING THE CURRENTS ANO UNDERCURRENTS OF !IROAOCAST ADVERTISING

Little rating differences over years

lf you make allowances for the margin oferror percentages Nielsen has set up. there's beenlittle difference in the high and low range of thethree tv networks' ratings the past five seasonswhen they're reduced to average minutes fromOctober through April. The following rack-up ofsponsored nighttime programs averages for eachof the October-April spanswas processedby CBS­TV from NTI material:

SEASON ABC-TV CBS· TV

1959-60 17.5 20.61960-61 18.3 20.21961-62 15.7 19.41962-63 l-1.8 21.01963-64 16.2 20.5

NBC-TV

17.717.919.917.917.7

The range: CBS-T\'. 20.6-19.-+: NBC-TV.lS.9-17.7: ABC-TV. 18.3-1-1-.8.

Simultaneous premiering quite likely

Don't put this beyond the ken of probability:all three tv networks premiering their new night­time schedules the same week next season. Com­ing from behind-by a week or two-with thenew lineup entails some risk in audience loss forthe network that elects to hold back its premieres.The interim could mean giving the early-bird net­work a tee-off advantage in ratings of as high as30 percent. In other words. if it hadn't waited aweek or two, the secondshowcasingnetwork mighthave drawn 30 percent more audience for itsown premieres. Simultaneous premiering wouldhave a negative as well as an asset side for:\BC-TV and CBS-TV. Season-starting rat¡......,ad­vantages would be reduced and advertisers wouldhave less concern about their progra-ns' orosoectsbecauseof the delayed debuts. On the other hand.the two networks have a lot of program invest­ment-eating to do for the current season. Theywouldn't be getting as many reruns out of the196-1--65 inventory as originally planned. Thesimultaneous take-off would also find much favoramong buyers of chainbreak spots.

Affiliates mourn reduced chainbreaks

The prime 20-second spot isn't selling as wellas reps and their stations would like this fall. norare ~BC-T\' affiliates happy about their chain­break situation. In toting up their breaks they findthey've got 20 percent less than have been madeavailable by CBS-TV to their affiliates. The cor­ollary disappointment: the fact there are no mid­point breaks in most of NBC-TV's high-ratinghour shows. like. for instance. Bonan:a and JackPaar. The average per-week number of breaks bynetwork: CBS-TV. 72: ABC-TV. 68: NBC-TV.52. An NBC affiliate in a top market estimatedthat the difference in chainbreak revenue betweenhimself and his CBS-TV counterpart could runas high as $10.000 to $15.000 a week.

Colgate brushes into ABC-TV daytime

Colgate has finally consummated its big day­time commitment with ABC-TV. The networkfigures that buv, if it goes 52 weeks is good for a~ - ~ ' ~minimum of $2.5 millon. Colgate's collection ofparticipating minutes centers around the DonnaReed and Ernie Ford strips. This brings up thesetting of ABC-TV's realignment of daytime pro­graming which goes into effect Monday, Dec. 28.Following is that revised schedule:

TIME SEGMENT

1:30-12 noon12-12:30 p.m.12:30-1 p.m.1-1:30 p.m.l :30-2 p.m.2-2:30 p.m.2:30-3 p.m.3-3:30 p.m.3:30--1 p.m.4-4:30 p.m.

• To be selected

PROGRAM

The Price is RightDonna ReedFather Knows BestErnie Jones(Station time}Day in CourtNew soap opera"General HospitalThe Young MarriedsTrail Master

No newcomers in network prime time

Something that the sellers of prime tv networktime may find interesting to ponder over: thisseason's roster of sponsors-presumably thelargest number yer=-does not include a singlenewcomer. either an account that's never been inthe medium or an advertiser who has come upfrom daytime tv or spot tv, Last seasonprime timecould point to at least one stranger. namely. AquaNet hair spray (ABC-TV). The current season's

SPONSOR I :e

y

General Mills' announcement last week that ithad decided to issuemid-year reports to stockhold­ers has an interesting policy link which affects thecompany's advertising budget. General Mills' en­tire fiscal operation is based on the "crop year,"which ranges from one May 30 to the next May30. The "crop" referred to is wheat. Until thewheat crop can be estimated, General Mills hasno profit or price basis on which to project whatit should spend for advertising and promotion.Similar mode of reckoning applies to the fiscal af­fairs of the Florida Citrus Assn. and its advertis-

Tv nets shy about brand disclosures

Have you ever wondered why you can findout what each brand spends in spot tv but not innetwork tv? The obstacle to the funneling out ofsuch information, according to TvB, are the net­works themselves.Their agreement with the LNA­BAR, which processes dollar network sales, for­bids the breaking down and releasing of brandfigures. Incidentally, this network reluctance aboutrevealing brand information was demonstrated inanother respect a few weeks ago. NBC-TV turneddown CBS-TV's request for a list of brands itwould be carrying this fall. CBS-TV later, it wasreported, went over the heads of the NBC-TVsalesand got the information.

Living-cost clauses pare agency profits

One of the creeping expenses that often bringa yearning for the fee system to agency manage­ments are the syndicated research services whichhave built-in cost-of-living indexes. The price withsuch clauses goes up automatically, the same ashappens in union-employer relations. ARB hadan increase of this sort just go into effect. Itamounted generally to 2 percent. Nielsen also hasa similar built-in clause in its contracts for thenational tv service and the Food & Drug Index.What causes agency management to wince whenthese increases come through is that they can't bepassedon to the client with a strictly commissionrelationship. The money can only come out ofprofits and, to go a step further, out of profit-shar­ing or the pension fund.

t·1·

ie

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How 'crops' tie in with ad budgets

ord·Id

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--pON!OR I October 5, 1964

ing appropriations. Probably also to the apple,orange and lemon packer collectives on the PacificCoast.

WCCO (singing commercial) has 40th

One of the early great radio programing sta­tions of the country, WCCO Minneapolis, lastweek celebrated its 40th anniversary with a bar­rage of veteran mike luminaries. But to those withlong memories WCCO is identified with this in­novation: the singing commercial. It was on thisstation on Christmas Eve of 1929 that Washbum­Crosby Co. (now General Mills) introduced theWheaties jingle-"Have you tried Wheaties,the best breakfast food in the land?''-which wasthe progenitor of all singing commercials. Wash­burn-Crosby at that time owned and operatedWCCO.

Solar battery's marketing invasion

A whole new horizon seems to be in themaking for the marketers of small electrical appli­ances. The stimulant: development of the solarbattery, which stores energy from any kind oflight. The Japanese have already adapted thesolar battery to radio receivers. They have a seton the market which retails for $39.95. Thesolar battery, obviously, is also a competitivethreat to the cadmium, as well as the carbon,battery.

CATV pot is really beginning to boil

Nothing in the broadcast industry at the mo­ment has stirred up so much interest and conten­tion as the CA TV system. Even the stations thathave been fighting most bitterly are studying theeconomic implications to themselves of this off­shoot of program transmission. They're caught ina dilemma. They feel they ought to protect thestake in the community by getting a foothold oftheir own in a CA TV system. On the other hand,facing them is a flock of unknown factors. Suchas ( 1) what the FCC will do about the CATVsystem, (2) what will be the eventual attitudesof the networks, ( 3) will the talent unions try tohorn in on CATV as an added source of income.

29

30 SPONSOR IOcto\1

how do you fit a grizzly into a girdle?

You can! ... if you're willing to settlefor just the hind shank.It's like ranking TV markets.You cantake a small portion of themarket by usingthe metro approach... but if you want the whole bear,you'vegot to rank by total market! Weigh thesefacts.More than 80% of the CharlotteWBTV Mar­ket is locatedoutsidethe metro area,and the Charlotte TV Market contains550,000TV homes-ranking 22nd in the nation .•• 1st in the Southeast!=We're not stretchingthe truth about our bear­sizedmarket. It's a honey!

~CIDLI'WCHARL®TTE

* 1964SalesManagementSurveyof Tclcvlsion Markets

JEFFERSON STANDARD BROADCASTING COMPANY

Reprr:sr:nlr:d No1llonallr br Tr:lr:wislon Ad•r:rt1síng BRr:prr:sr:nUliwes, Inc.

I .--- ,.. -- ..,. ---

-- ._ Sponsor

Can piggyback sponsors

be stampeded?

Clamorover clutter has revived the integrated com­

mercial,but key to Codeamendment effectiveness

is sponsor reaction to station piggyback premiums

:aarar.11 I ·-a- ' ~,~- ,•. ,,-.f;J I I a~-..,,..,,r'l -- "' f'Y~•ar!lll I ~. .';''"" f! I I ,¡ /f' '

1r~c1¡

• While the NAB Code Authoritynow expresses its enthusiasm for tvproduction trends to the integratedcommercial, SPONSORstill gets ques­tions about definitions and proced­ures in the following areas of themultiple product commercial con­troversy:

I. Current advertiser traffic ac­tivity in the integrated versus thepiggyback commercial format.

2. An historic look at the situa­tion.

3. Definition and analysis of the

Howard Bell . . • Code amendment is anattempt to reduce "appearance" of clutter.

~SO!"'October 5, 1964

OCTOBER 5, 1964

pros and cons of the piggyback codechange.

With its amendment now in ef­fect, the NAB code office stressesthat the revision does not ban piggy­backs, but instead alters their countfrom one commercial message totwo or more announcements, de­pending on the number of productsinvolved. Piggybacks are acceptable"if properly scheduled in accord­ance with the code's time standardsprovisions."

Several leading sponsors who

l

Stockton Helffrich . is "encouraged"by activity in integrated commercial field.

31

have found the piggyback formatto be an indispensable way of com­mercial life refuse to consider anyother type of multiple product an­nouncement. But other sponsorshave expressed interest in exploringthe integrated commercial approach(two or more products interwovenin a unifying theme so as to ap­pear as a single announcement) thatthe NAB favors.

The code office reports that ofthe last 61 film commercials it hasreviewed, 39 have been classifiedas integrated, 15 as piggyback.Stockton Hclffrich, manager of theN cw York code office, secs this asa clearly-defined trend to the in­tegrated format. The figures are"definitely encouraging," he asserts,now that integrated messages con­stitute a majority ( 97) of the 183film commercials reviewed and clas­sified since January. Prior to theaforementioned 61 commercials,NAB's count had shown piggybacks

consistently outpacing integrated an­nouncements by a three-to-two mar­gin. And the NAB reports that sev­eral sponsors with commercials clas­sified as piggybacks arc now rework­ing them to meet the code's integra­tion specifications.

Additionally, the code officenotes that it has reviewed a total of86 commercial storyboards. Andhere the integrated form has out­distanced the piggyback by nearlya two-to-one margin: 56 vs. 30.

These figures do not necessarilyindicate that a permanent switch informat is taking place (some multi­ple product sponsors may be test­ing the integrated approach), but itdoes herald the revival of the longdormant integrated commercial.This recent attention is in markedcontrast to the disinterest in the in­tegrated vehicle, as reflected in aSchwerin study (SPONSOR,July 27,p. 34) which noted that less thanone percent of 2000 commercials

tested each year were integrated.Consequently, the research firmdubbed this format "the orphan ofthe advertising world," but suggestedits possible resurgence as a result ofthe new code amendment.

Eff cctivc since Sept. l, the codeamendment (technically designatedas section 14, new paragraph 4 ofthe Tv Code) establishes three cri­teria for a multiple product an­nouncement that is to be consideredas integrated, and therefore, countedas a single commercial. They arcthat:

1. The products or services arcrelated in character, purpose or use;

2. The products or services arcso treated in audio and videothroughout the announcement as toapear to the viewer as a singleannouncement; and

3. The announcement is so con­structed that it cannot be dividedinto two or more separateannounce­ments.

GilletteCreativity

Gillette, through Maxon, has achieved integrationin this 60-second commercial for its Foamy lather,stainless steel blades and Sun Up after sbave.All products are closely related in use, and aretied together in the spot with a continuing theme.

!~ I• •.-,• •.. •

32

ted ·-· The amendment further notesrm that multiple product announce­o1 ments not meeting these criteria

teu (i.e., piggybacks) shall be consid­t l' ered as two or more commercials.

Excluded from these provisions0ue are multiple product commercials ofltedl retail or service establishments.Io, As an aid and a guide to allevi­c¡¡. ate some of the wholesale confusionan., that has arisen, the NAB code of­

:reu1 fice prepared and has availablelttu1 copies of a l 6mm film called the:ire1 "Multiple Product Announcements

Exhibit." This seven-minute film isare: composed of seven commercials:

u1e two piggyback and five integrated.aw For educational purposes, it is avail­deo1 able to sponsors and agencies whos tc1 Imay be interested in viewing specificngle! examples of integrated and piggy-

back commercials.;on· 11 Speaking of these examples, theideal

1CodeAuthority advises that an in­

nce. tegrated announcement contains thefollowing: Unifying theme; situa-

tions or settings that arc commonthroughout the commercial; one ormore shots of both products to­gether, if feasible; interweaving ofthe products in the commercial; aflow of common production valuesthat would include such things asthe same voice-over announcer,cast, musical background, lighting,seencry, etc."

Helffrich emphasizes that therecan be no specific ground rules tofollow. "In some cases," he says,"I have been surprised by the in­genuity of the copywriters whoachieved integration in unlikely sit­uations."

Although the NAB enthusiastical­ly favors integration, the piggybackis a healthy commercial vehicle.And the current controversy has allbut obscured the stated goal of theamendment:

Fearing possible government in­tervention as a result of public andprivate clamor over clutter, early

this year the NAB decided that thetrouble lay in the "appearance orimpression" of ovcrcommcrcializa­tion. Singling out the "increasinguse of multiple product announce­ments" as one of the chief causes,NAB code director Howard Bellmoved to ban the piggyback. But amodification of this severestand wasinstead adopted via the now effect­ive amendment designed to re­duce the number of apparently "dif­ferent" commercial messages airedin a given time period. This will beaccomplished, the Code Authoritybelieves, if multiple product ad­vertisers switch from the piggybackto the integrated format. Then, amultiple product "sell" would ap­pear to the viewer as one commer­cial, rather than as two or more"separate" back-to-back messages.

The NAB's involvement with thepiggyback is not new. A forerunnerof the amendment was written intothe code in 1956, the year that the

ion1er1

ve.arene,

,Credit: U. S. Tele-ServiceCorp.

33

piggyback was created by Ted Batesas a one-minute spot for UncleBen's rice and J\1&1\1candies (bothproducts of Food Manufacturers,Inc.). This was followed in 1960and 1962 by additional code "in­tcrprctations" that paved the wayfor the current amendment.

Viewed in its proper perspective,the code amendment is testimonyto the effectiveness of the piggy­back. The obvious advantages in

using back-to-back messageswithinthe framework of a single announce­ment has attracted an importantsegment of the advertising world tothe flexible piggyback format (it isestimated that 20 to 25 percent ofall spot tv announcements arc ofthe multiple product variety). Theseadvertisers have found the piggy­back to be an indispcnsible com­mercial vehicle.

Aware of this, some station opera-

tors have decided to charge spon­sors a premium for piggybacksranging from 15 to 200 percent ofthe applicable rate. In some situa­tions, stations have set premiumsbecause of the necessity to drop anID (where otherwise a code viola­tion would occur) to allow for apiggyback. In other cases, flat in­creases are being asked. Furthercomplications involve varying pre­emption possibilities, specially creat-

The following questions and answers,prepared by the NAB Code Authority,are offered as an aid to advertisers.their agencies and commercial pro­ducers in interpreting the code amend­ment. The Code Authority believes themto be a practical guideline to integrationof multiple products in a single an­nouncement:

/. Q. What is rite purpose of titea111end111ent?

A. The purpose and intent of theamendment is to encourage the produc­tion and presentation of integrated multi­ple product commercials which the view­er would regard as single announce­ments.

2. Q. How can integration under the11ell"ame11d111e11tbest be achieved?

A. Generally, commercial integrationis best achieved when the announcementbegins and concludes with a unifyingtheme which describes the related na­ture. purpose or use of the advertisedproducts or services.

3. Q. Will a111101111ce111e11tsnow classi­f ied as integrated hy the Code A uthority,hut 1101meeting the criteria of tite 11e1i·0111end111e11t,retain their integrated sial/lsafter Sept. 1?

A. No. After Sept. 1, 1964, the effec­tive date of the new amendment, suchannouncements will be regarded aspiggybacks and will require appropriaterevision if they are to be regarded asintegrated.

4. Q. Will the Code Authority reviewan1101111ceme11ts,and clarify them as intite past?

A. Any of the three Code Authorityoffices-Washington, New York orHollywood-will perform this serviceupon their receipt of the necessaryma­terial.

5. Q. Are an1101111ce111e11tswhich go toblack between segments consideredpiggybacks 1111derthe 11ell"a111e11d111e11t?

A. Yes, no matter how they aretreated thematically or how related incharacter. purpose or use the productsor services may be.

6 Q. Do video and audio bridgingdevices tclockwipes, optical flips, shim­mer dissolves}, coupled with corporatestatementssuch as "-and another prod-

NAB CODE AUTHORITY GUIDELINE

uct from-'", constitute integrated treat­ment of separate announcements?

A. Not after Sept. I.The new amend­ment disqualifies separate announce­ments, which are joined by bridging de­vices. from acceptance as integratedannouncements. Further, such treatmentlacks the unifying theme essential tointegration.

7. Q. If a mnltiple product a111101111ce-111e11tmeets all other criteria for integra­tion hut contains segments which couldbe Ii/ reel hy tite advertiser into usableshorter length announcements, is it ac­ceptable as integrated?

A. The answer lies in the degree towhich the commercial in and of itselfgives the appearance of a single an­nouncement. The separability of any ofits parts into independently usable com­mercial entities does not automaticallydisqualify it for integrated status.

8. Q. Would a scouring agent and adishwashing product, promoted in titesame a11no1111ce111e111,be considered in­tegrated since, clearly, they are relatedin character. purpose and use?

A. Only if their presentation is madeupon the basis of a unified theme, sointerwoven in treatment that it givesthe appearance of a single announce­ment.

9. Q. Does tite new a111e11d111e11truleout i11tegration of products or servicesmeeting all the criteria of tite amendmenthill numjnactured by two dij [erent spon­sors?

A. No. When all of the criteria of thenew amendment are met, it does notrule out dual sponsorship.

10. Q. Give examples of retail orservice establishments exempted f ro111the a111e11c/111ent.

A. This refers to announcements forlocal advertisers where, traditionally, dif­ferent products are promoted within thesame spot.

Such establishments would includegrocery stores, chain stores, departmentstores. service stations. garagesand drugstores: service stations, garagesand drugstores are normally accustomed to ad­vertising several products within an an­nouncement.

11. Q. Are institutional commercials

mentioning multiple products or mnltipleservices included under the amendment?

A. Institutional commercials are notcovered by the amendment. However, ifthere is a unifying theme of an institu­tional nature relating to the corporatepolicy of the advertiser, and the purposeis to discuss over-all corporate policiesrather than to sell specific products, in­stitutional commercials will be regardedas single announcements.

12. Q. If a multiple product announce-111e11tbegins by identifying all productsto be advertised,either individually or byinstinnionat association, indicates theirrelatednessof character, purpose or useand avoids obvious bridging deviceswhich tend to "segtnentize" the commer­cial, can it aiuotnatícally be consideredintegrated?

A. No. Though the intent may be tocreate an integrated commercial impres­sion, the mechanics of production mustbe such that an objective evaluationwould conclude that the over-all videoand audio treatment will appear to theviewer as a single announcement.

13. Q Will the integration require­ments remain the samefor a commercialinvolving more titan two products orservices?

A. Yes. As a generalization, however,very careful attention will have to bedevoted to the use of techniques whichwill result in the commercial appearingas a single announcement.

14. Q. In order to meet the intent ofthe section of tite new amendment cov­ering audio-visual treatment, must thesame announcer or spokesman he usedthroughout tite entire commercial?

A. Not necessarily. Although twoseparate announcers and/or cast mem­bers do not inevitably suggesttwo separ­ate commercial impressions, it wouldappear that the use of such a techniquewould make it more difficult to achieveintegration. While it is easier to achievecommercial integration with one an­nouncer it may be possible, in the treat­ment of a multiple product announce­ment, to combine more than one an­nouncer or spokesman provided this isdone without sacrificing an impressionof unity or sacrificing singleness oftheme.

34 SPONSOR I 011:

~:cJ.ed fixed island posmons, an in­··i.. crease in potential product conflicts,

::: etc. They all spell "headache" for....;··station traffic departments....;;:. 1 The expressed purpose of the... amendment-to reduce the appear­. , anee of clutter by discouraging use

of the piggyback-has. then. been.. a- buried by the premium question..:-Je:': Additionally, another sponsor­.~:¡., lagency sore point is the amendment::-rn. provision that the integrated com-

-

mercial must be so constructed that"it cannot be divided into two ormore separate commercials." Thiseliminates the flexibility of rotatingand switching segments that is aprime advantage of the piggyback.It means substantially higher pro­duction costs for the integrated for­mat user who has to produce morecommercials to overcome this lossof flexibility.

Lines arc clearly drawn now

that the Sept. l amendment-effectivedate has come and gone. The nextfew months should be decisive. Ifadvertisers refuse to pay premiums,stations will be forced to roll backtheir increases, and it will be piggy­back business as usual.

The NAB then will have to findanother way to reduce the ap­pearance of overcommercialization.Hopefully one that is less damagingto sponsors. +

COMMERCIALS OF MULTIPLE PRODUCT SPONSORSAS CLASSIFIED BY THE NAB CODE OFFICE

,..•.....,

Integrated

No. of CommercialsClassifiedSponsor Sponsor

American Home Foods l Alberto-Culver 3American Home Products l Ansco 2Brown & Williamson l Beecham Products lE. L. Bruce* 2 Bissell 2Buxton* l Blazon 2Clairol l Brillo 2Colorforms l E. L. Bruce* lDe Luxe Reading l Buxton* lDuPont 6 Caigan 2Economics Lab l Campbell Soup 6Eldon Industries l Chemway lEmbree l Colgate lForemost Dairies* l Coty lFranco-American 4 Dr. Scholl's lGeneral Mills* l Ex-Lax 2Gillette 6 Max Factor* 4Golden Grain Macaroni l Foremost Dairies* lGreen Giant 4 General Mills* l lHudson l Helena Rubinstein 2International Latex* l Helene Curtis 5S. C. Johnson 2 International Latex* 4Kellogg* 7 International Salt lKenner* 5 Johnson & Johnson lKnickerbocker 2 Kellogg* 2Lincoln Foods 1 Kenner* lM & M* 2 Lehn & Fink 2Mattel 2 Lever Bros. 2Max Factor* 1 M&M* 6Milton Bradley 4 Noxzema 5Morton's 4 Pillsbury* 3Multiple Toy 2 Procter & Gamble lPillsbury* 3 Richard Hudnut 2Remco 2 Romilar 2Schlitz l A. E. Staley* lShulton l Whitehall 2Simmons 1 86So. Calif. Gas 5A. E. Staley* 2Standard Brands 2Tussy 1Union Carbide 2Wham-O 1

•• e . ~

~;

,,.¡..

Piggyback

No. of CommercialsClassified

90**"Sponsors have produced both integrated and piggyback commercials.

**Names of two sponsors (involving a total of seven integrated commercials) have not been released, pending action on minortechnical production problems.-

·e•¡ October 5, 1964I~.•- 35

THE TIMEBUYER

IRTS seminar honesAlumni of recent sessions cite productivity as

fall meetings are announced for Oct. 13 start

• Just how do timebuyers (andsellers) go about their work?

That's an integral question, notonly for newcomers to agency me­dia departments, but also for tyromarketing men and account assist­ants, plus anyone else whose workkeeps them on the periphery oftimebuying operations.

As pros in the field of advertis­ing very well know, the Interna­tional Radio and Television Society(IRTS) gives two seminars a yearto help answer the above question.They are conducted by top execu­tives in timebuying and related fieldsand are open to most comers.Weekly sessions for the fall, 1964,seminar will begin Oct. 13, accord­ing to an announcement by SamBw. Schneider, WLW Cincinnatisales manager, eastern division, andnew chairman of the IRTS seminars.The 5 :3O-7 p.m. meetings will beheld in the Madison A venue agencyarea.

Taking the course pays off, assome alumni of the last two seminarstestify:

Duncan Andrews of Geyer,Morey, Ballard was new to theagency business when he took thecourse last fall, served as mediaassistant. Now timebuyer on Ameri­can Motors, Andrews says: "Thecourse made the whole structure ofthe buying operation clearer to me... I wish there were also a 'gradu­ate course' for the more experiencedbuyer, to help stimulate his think­ing and complement his knowledgeof this complex and constantlychanging business." 1

36

Duncan Andrews •.. graduate course

Donato Bronzino, a buyer forCheer when he sat in on last fall'ssessions, is now all-media buyer onGeneral Cigar at Young & Rubi­cam who underwrote the cost ofBronzino's study: "I particularlyliked those sessions that dealt inconcepts rather than parochial tech­nique. Perhaps most valuable to mewere the insights I got into theplanning and laying out of a na­tional media program ... "

Stephen Fedor, Jr., of Compton,is space buyer for Live Better Elec­tronically, Asphalt Institute, Gleem

1There will be. American Research Bureau'sAl Petgen, Schneider's predecessor as chair­man of IRTS timebuying sessions, will inaugu­rate an advanced course, which "will beheavy," this spring.

toothpaste and P&G group prod­ucts: "I wanted an awareness ofair media and felt I got goodgroundwork . . . I would suggestthis course to any space buyerbecause it helps enormously inunderstanding the broader mediapicture."

Mary Galanis was a print buyerat Grey Advertising last fall, is nowall-media buyer on P&G, printbuyer for Greyhound and broadcastbuyer for Macy's: "I think thesesessions are excellent for anyonenew in the agency business, in orout of media. Agency people shouldknow media basics no matter whattheir function might be in an agency.I had been interested in learningbroadcast media. The course did anexcellent job of covering broad areasof media activity. I was most inter­ested in the research sessions be­cause that's such an important area.I also got a better understandingof the sellers' viewpoint."

Donald Kamens, a trainee lastyear when he took the course, istimebuyer now on CheseboroughPonds at William Esty: "For me,the best session was the discussionon the planning function (by DonLeonard of Kudmer) because itgave me practical applications. Ihad been, at the time, totally un­familiar with it."

A. Wm. Spence was a six-monthtrainee in media at FC&B lastyear, took the course at his agency's I1irecommendation and expense, isnow media buyer on the Equitable C<

Life Assurance Society account: "I k1

was well exposed to media, Jan- br

SPONSOR IOt

s1limebuying tools

p~oa-•---------~\\ o'~00~

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Mary Ga'lanis ... media basics

guage, terms, ideas=-wnich was re­warding. I feel that a spectacularsession was the one on the sellerfunction (by Harrington, Righter &Parsons), which gave me excellentinsights into the rep's position andfunction and clarified some of mynotions... "

The timebuying seminar has beenset up as a full, integrated coursethat ranges from the advertiser'smarketing problem to the timebuy­er's participation in carrying outsolutions to that problem.

Specific topics for this fall's ses­sions are as follows:

First meeting (Oct. 13): "Broad­casting, key to the marketing era,key to the future," a discussion ofbroadcasting's role in the develop-

.mont~B Ja1~ency'nse, 1

¡uitabl1unt "Ia. Jan·

IPONIOlll October 5, 1964

ment of modern marketing con­cepts.

Second meeting (Oct. 2) : "Theadvertiser's problem,'' a considera­tion of customers, ad budgets, tim­ing a campaign, selecting mediaand the like.

Third meeting (Oct. 27): "Broad­cast research in planning and buy­ing," a probe into fundamentalresearch methods and targets.

Fourth meeting (Nov. 10): "Themedia plan is formed," what acampaign is based on and how it'simplemented.

Fifth meeting (Nov. 17): "Pro­fessionalism in timebuying." a close­up of the buyer's role and day-to­day marketing strategy.

Sixth meeting (Nov. 24): "Net­work basics," how networks operateand how their time is programed,bought and sold.

Seventh meeting (Dec. 1): "Pro­fessionalism in time selling." an ex­planation of the station representa­tive and his role.

Eighth and final meeting (Dec.8): "Focus on the future,'' a con­sideration of advertising's newesttrends and directions.

The speaker for each session, allof whom will be representativeleaders in their fields, will be an­nounced later.

In addition to chairman Schnei­der, the 1964 IRTS planning com­mittee that arranges the seminarsincludes Claude Barrere, IR TS;Erwin Ephron, A.C. Nielson Co.;Martin Mills, Meeker Co.: MarvinMelnikoff, Standard Rate and DataService; Donald Leonard, Kudner;

Donald Kamens ..• planning function

Lionel Schaenof Harrington, Right­er & Parsons; Thomas Taylor ofPeters, Griffin, Wooward; MauriceWebster and Robert DiMattina,CBS Radio Spot Sales;Martin Katz,Franznick-Meden; Al Petgen, ARB;Joyce Peters of Mogul, Williams &Saylor; Joseph Ostrow, Young &Rubicam; Evelyn Konrad, EvelynKonrad & Associates. Ruth Crowof the Crosley Broadcasting Corp.is secretary to the committee.

Applicants to the timebuyingseminar may obtain registrationforms by writing or calling ClaudeBarrerc, executive director, IRTS,444 Madison Ave., New York(PLaza 8-2450). A $15 fee ischarged for the eight sessions andregistration is limited to 11O. +

37

I

Designer's ingenuity solved problem of creating life-like

railroad effect for live/tape Canadian dramatic anthology

Taped

• Masters of screen suspensehavealways liked "train mysteries."Hitchcock's "The Lady Vanishes"and Carol Reed's "Night Train" arcclassics, and more recently evensuch a suave type as Fleming'sJames Bond was to be found prowl­ing the Orient Express in "FromRussia With Love."

But to produce a live tape mys­tery drama with a railway coachhighballing down the track calls forsome ingenuity. The tricky motionof a train is three-dimensional-up,

Iv train runs

down and sideways, and usually allat once. It's one thing to shoot ona location basis with film-some­thing else again in a live tv studio.

True, the problem is not onewhich confronts creative MadisonA venue admen very of ten. But thereis a relationship between this live­tv problem and the production oftaped tv commercials. Knowing howthe trick of simulating a train effectcan be done is an extra piece ofcreative ammunition in the plan­ning of live/tape sales messages.

The trick was turned recently bythe Canadian Broadcasting Corp.for a dramatic anthology seriescalled The Serial, which had sched­uled a five-part (half-hour each epi­sode) drama called "Train of Mur­der.''

The Serial, although not widelyknown to U.S. audiences, is an im­portant Canadian advertising vehi- 1

ele. Sponsor of alternate-week half­hour segments in its Thursday,8: 30-9 p.m. schedule is SterlingDrug, which uses the Canadian-

The "gimmick" to re-create the joggle of train in motion was strung·together series of lacrosse balls. Original idea was hatched forCBC-TV show "The Serial" by the show's designer, Harry Maxfield.

38

Completed set, mounted on platform with rubber balls and wire sys- 11tem, looked like this to cast of five-part drama when they saw it inCBC studio. Interiors were accurate video copy of luxury railroad coach. I 1

SPONSOR

s11,on lacrosse

:ntli ~· ~rodueed series as one of several! Co~ iorth-of-the-border tv shows. Prod-

\eflt11etssold inelude Aspirin (a Bayer

1 sched-' lradename in Canada), Phillips Milkach epi, }f Magnesia and Bayer Nose Spray,Hlur- vi th Dancer - Fitzgerald - Sample

andling the aeeount and eommer­w1de!;Jial produetion.an im- Sterling bought into The Serial

st fall, and has had no reason toegret the purchase. This spring,he CBC series was standing at 18thlace in the Top 20 shows, and inixth place among Canadian-pro-

dueed series. Ineidentally, Sterlinghas just renewed for the 1964-65season, aeeording to D-F-S soureesin New York.

The assignment to produce anin-studio train was given to CBCset designer Harry Maxfield by theshow's produeer, David Gardner.At first, Maxfield was stumped,and was virtually ready to settlefor the usual moek-up of a railwayear.

Then, Maxfield had a brainstorm.He rounded up some 400 lacrosse

balls

balls (whieh are made of hard butspringy rubber), several hundredfeet of wire (to string the laerosseballs like beads-see photos) and adozen bedsprings (to anehor theends of the wires). The whole workswas hooked up to a lever so thatthe railway eoaeh set-which rodeon the lacrosse balls - could begiven an authentie shimmy. A rearsercen projcetor completed the illu­sion of movement.

The five-part drama will be airednext spring. +

11y¡IProduction begins on "Train of Murder" five-parter in CBC's Studiowir d 1r Seven in Toronto. Alternate-week sponsor is giant Sterling Drug,:~·,01,~ ,which uses show to sell Aspirin (Bayer), Phillip's Milk of Magnesia.

,pON!Oll October 5, 1964

The show is on the air, as ta!)es spin to catch action for telecastnext spring. Here, performers Christopher Newton and Beth Morrisemote in vestibule of coach as audio man catches dialogue with mike.

39

Super market and radio executives

grin as they celebrate completion of

"Passport to Paradise" plans: (From

left) Dick Huggett, advertising and

promotion manager for Safeway

in Vanvouver; A. G. (Tony') Anselmo,

Safeway zone manager; William

Speers, CKWX general manager; and

Dick Lennie, general sales manager

of the Vancouver station.

Passport to paradise I

• Take l O major product-adver­tisers, 60 Safeway supermarkets and130 weekly radio spot announce­ments over a 13-week period. Putthem all together and what do theyspell?

C-o-n-t-e-s-t is the winning an­swer, as supplied by radio stationCKWX Vancouver, B.C.

And, indeed, putting alJ the in­gredients together and coming upwith a contest was solely a CKWXidea. The essential purpose: Togive spot advertisers with small ormedium budgets first-hand knowl­edge of how summer radio caneffectively be used as a vehicle toexploit point-of-sale merchandising.

The contest was called "Passportto Paradise."

For three fortunate, grand-prizewinners, it meant an exciting air

40

holiday for two to an exotic climateof their choice - Mexico City,Hawaii, Nassau or Bermuda.

For the pleased sponsors, "Pass­port" represented a highly success­ful product-merchandising campaignthat drew a consumer response ofover 500,000 entries. The total isespecially remarkable in light ofmetropolitan Vancouver's popula­tion of 790,000.

For the 60 metropolitan Van­couver Safeway stores, it meant anotable sales upswing, achieved inpart via ambitious point-of-purchasemerchandising conducted for all 11products of the 10 participatingsponsors.

And for CKWX, which wasresponsible for all aspects of thecontest, it meant proving a point.In addition, the station sold each

sponsor 15 one-minute spots perweek for a combined total of 1950announcements. (These were backedup by more than 100 promotionalspots each week-both 30- and 60-second announcements - in whichparticipants were credited on a rota­tion basis, two per announcement.)

Dick Lennie, general sales man­ager for the station, reports thesesponsors and agenciestook part:

Canada Dry (soft drinks), throughMacLaren; Colgate (the two-prod­uct sponsor with a dental cream andfacial soap), through Spitzer, Mills& Bates; General Foods (JelJ-0instant puddings), via McKim; S.C.Johnson (Raid pesticide), Needham,Louis & Brorby; Lever Brothers(Sunlight dishwashing I i q u i d),BBDO; McCallum Sales (Carnationseafood), through Young & Ross;

SPONSOR

Peter Jones,Colgate brand supervisor

Don Douglas,Lever product manager

Bob Anderson,Canada Dry district manager

Art Cooke,General Foods district manager

Ganadian radio station dreams up tropical-vacation contest

se11Nithpay-off for consumer, sponsors - and time-sales ledger

Jots pc Mcfronald's Consolidated (Safewayof 19!1 ~offee); N ab i se o (Rose brand: backe 1pickles) via J. Walter Thompson;:notion; Noren Industries (Sunniest orangeand Ó1' ~uice); and Reynolds. Aluminum

1n wn1c: 1(Reynolds Wrap), via Ronalds-1a rota Reynolds.cernen! Based on an association of non­es man competitive products, the projectt1 tne1, lallowed sponsors, Lennie explains.part: "to take advantage of an all-inclu-1nrou¡·

1sivepromotion and merchandising

1o·proo plan that normally is offered only:am ar: .through high-cost, short-term cam­:r.\W paigns."

(Jell· I For a total expenditure of justim: S.C $2990, each advertiser receivedeednar:' three spots per day, MondayBrotner 1through Friday, between 9 a.m.

Iquid1 and 6 p.m., or a total of 195 com-arnatll'. mercial minutes d u r i n g the 13~ Ro11 weeks.

IPONIOI October 5, 1964

As an added incentive, each spon­sor was given in-store product dis­plays with point-of-purchase back­ing, shelf displays and "Passport"entry forms, which exclusively dis­played his product, for distributionto consumers.

Consumer participation, as itshould be in every contest, wassimple: any Safeway customer waspermitted to complete an individual­ized "Passport" entry blank at one-or al!-of the featured displaysof eaoh participating product.

At the end of each week, 11shoppers (one for each item in thepromotion) were chosen to receive$20 food hampers, filled with theparticipating products.

Those winners-as well as non­winners-were all eligible for thethree grand prize holiday trips,

awarded through a drawing at thecompletion of the 13-week cycle.

Lion's share of the broadcast pro­motion was shouldered by CKWX'sCal George show through on-sitebroadcasts, aired five days per weekfrom 12 noon to 4 p.m. The pro­gram originated from the station's"Golden Palace" mobile unit, whichwas stationed at a different Safe­way supermarket each week. Thus,the station racked up a total of260 remote-broadcast hours duringthe 13-week promotion.

CKWX officers estimate thatstation costs for promotion (includ­ing the remotes, all merchandisingmaterial and the prizes) exceeded$10,000. But "results were worthit" and the summertime pull ofVancouver radio was unquestion­ably proved. +

41

I

Radio/Iv commercials:

Raymond Scott

Composer of some 1400commercials and

hit records makes sharp comments on ad

agencies' misuse of sound in commercials

Scott: "Sound is often considered the white elephant."

m There is always a great deal oftalk about the content of com­mercials, but more often than notthe discussions center only uponart and copy. "Unfortunately," sayswell k n own composer-musicianRaymond Scott, "sound is oftenconsidered a white elephant. In suchdiscussions-like the commercials,themselves-sound is tacked on atthe end."

After working on some 1400commercials-give or take a hun­dred - Scott is convinced thatagencies and sponsors are at faultin not giving sound (more specific­ally, music) its proper considera­tion. Music in a commercial, Scottclaims, gets real attention from theagency or sponsor only when some­thing doesn't quite work. Then thebelief is that the sound must beat fault. And often it is-but simplybecause it was given little or noattention during the early stages ofthe commercial's creation."

In an exclusive tape interviewwith SPONSOR,Scott discussed thefollowing problems: ( 1) the uncon­sidered attention-getting value ofsound, (2) the loss of quality insound becauseclients are impressedwith "fancy footwork," (3) the factthat sound is not considered untilafter the commercial idea has beenconceived and (4) the client's re­luctance to accept new ideas.

Not realizing the attention-get­ting value of sound. "This is apoint that I believe is very impor­tant," says Scott. "There is onewonderful, wonderful thing, in myopinion, that sound can do. Withthe graphic arts you have to belooking in order to be attracted.You must pay at least some visualattention because if you're notlooking you can be exposed to themost graphic stuff in the world andnot even know it's there. Sound,however, can envelope you-bringyou into the commercial. Sounddoesn't knock on your door - itcomes right in.

"If the sound portion of a com­mercial is winning and attractive,gets your point across and makesyou want to see what's happening,then the sound is very important.You could go to the sink for adrink of water or look at a news­paper for a bit, not really inter­ested in what's going on, but ifthe sound is attractive enough, itcan pull you back.

"And let me make another pointabout sound and video. Could thevideo in a commercial be success­ful without sound? I think videowould have a helluva time withoutsound."

What the client doesn't knowdocs hurt him. "An agency," saysScott, "might give you a great deal

of leeway, but unfortunately, thesame is not always true of theclient. There have been occasionswhen we've worked out somethingterrific for a product. We're thrilled.The agency's thrilled. Everybody'sextremely happy. Then the clientsays: 'I like the Star SpangledBanner better.' Most of the timethe advertiser is the problem.

"In my experience, there arevery few clients who let you goahead on a commercial. The clientis not creative, but he goes by theclassic 'I know what I like' prin­ciple. And I can't blame him. I'dprobably say the same thing in anarea about which I know nothing."

According to Charles Barclay,vice president of Raymond ScottEnterprises, "M o st advertisingagency professionals recognize agood piece of music when theyhear it, but, to a large extent, theyhave abdicated their creative re­sponsibility to the non - creativeclient. I'd say about 90 percentof the time the agency says to us:'What can we do that the clientwill understand? He has a tin earand he's going to play it to AuntTilly.' This is unfortunate. Theclient whose money is being spentshould, I suppose, have somethingto say. But he's a manufacturer­that's what he knows best. Now he'sbeing asked to judge advertising

SPONSOR42

11tllsounds

· tht1 and, frequently, he's just not wellf the, enough informed to do so."i1ion•' According to Scott, advertisers:thill~ are too often impressed with a lotrilled. of "fancy footwork." "I'd love it,"10dy's Scott told SPONSOR,"if some dayclient 11 you would do an article on thern~ed importance of commercial content.

time For heaven's sake, examine con-tent; then dress it up. Let the com­

: are mercial be attractive in its barest1u go1 form; then try and make it a littleclient more attractive. In my opinion, a1v the good deal of the time there isn'tprin· much content, but the production

n. I'd is so flashy and there's so muchin an \ going on that the advertiser is ledhing." \ to believe the music is really great."1rclay. "A lot of people operate on theScott I snow job principle. They try to

rtisin~ t confuse the client with musicalize a

1

footwork. But we believe in simpleiliev demos-you know, just one or two

. the~ voices and a piano.1e re· 1 "We sent a demo to Delta Air­·eative 1 lines, for example, with one girl'sercent voice and my crummy piano play­to us: ing - I haven't really played forclient ·about 25 years. The content was

1o ear strong-I felt it was strong whenAunt I sent it down. The next morningThe they called and said the com­

spent mcrcial was so right as it was thatelhin~ it would be put on the air immc­~rer- diatcly, without polishing. Deltaw he's used it steadily for five or six1isin~ : months.

º'' on sound

"Sound can bring you into a commercial."

"Many jingles are on the air fora short time, changed, and thenthey're gone or modified to thepoint that you can't recognize them.This is the result of attempting toplease the client-or somebody­by producing the jingles so lavishlythat one hears a rhythm, drum anda bunch of strings and thinks itmust be great. but it's just windowdressing.

"The fact that the music forcommercials should be basicallygood is not followed very muchin advertising. But all the flash byitself doesn't last, although flashwith content is marvelous."

Considering sound too late. "Asa musical consultant," Scott goeson, "'I am usually brought in aj terthe idea for the commercial hasbeen conceived. In fact, after ithas taken shape. I think this is bad.[ feel strongly that video, soundand words should be consideredas though one was writing a movie.ln the early stages, the video, audioand word people should all gettogether. In this way a unity offeeling and effectiveness can beachieved and nothing is tacked on

at the end. As it is, sound isusually tacked on at the end.

"When I am called in, the com­mercial is usually completed. Onlyat that point I am asked for back­ground or foreground music, orsomething for the opening. It'susually a case of 'Where can weput something?' or 'We ought tohave some music here.' Instead, thesound person should be able tosay, 'Hey, if we stopped over hereand did a thing like this, it mightbe very effective and get the pointacross like crazy.' But it's seldomdone that way.

'To some degree, the writer ofa tv script will indicate a soundhere and there, but he is workingmerely from a general knowledgeof sound. He thinks he'd like tohave this here or that there. Butif right from the beginning thewriter worked with a sound personwho is creative in that particulardirection, the two might spark eachother - something magnificentmight happen. This is so muchbetter than deciding at the lastminute we'll have a string here, theeffect of rushing water there, abubble here.

"I have seen some commercialsthat are well integrated. I remem­ber some Firestone and Volkswagencommercials with almost no talk­ing, but with good sound and

43

graphics. A strong decision aboutall the clements was apparentlymade in the planning. You couldtell because there was no indica­tion of words to begin with. It mayhave been that the words werethrown out, but I doubt it. Soundis usually in commercials becauseit should be there - not becausesomeone had a hclluvan idea forit.

"Most of the time sound followsthe artwork. Sometimes, as in ani­mated commercials, the generalscheme of artwork is decided uponfirst, but its actual mechanics arcplanned according to a pre-recordedsound."

According to Scott and his vicepresident, the cost of the music forcommercials is based on the timeinvolved, the amount of creativityand the cost of production. Vicepresident Barclay explains that thelength and coverage of the adver­tising campaign, as well as the ap­propriation of the advertiser, alsoenter into the price.

"If the commercial," Barclayexplains, "is going to be aired na­tionally and the product messagecould reach 190 million people,obviously we're in a position to bepaid better than if the same com­mercial were intended for a singlecity with a population of a millionor less.

"We do have-and this is com­mon in our business of music andsound-a rate structure which re­flects: first, the area of broadcast;second, whether tv and/or radiowill be used; third, the creativeeffort.

"There are factors that enableus to give price considerations,however," continues Barclay. "Forexample, if the commercial is goingto be used in a test market, theprice might be cheaper. If a jingleis going to be played in Pittsburghor Atlanta only, the price would beless than if it were to be usedregionally, such as along the wholeEast Coast. By the same token,we charge less for national use inCanada because the population islower.

"I think all composers would liketo be paid an annual fee, but com­petition forced that out severalyears ago. And we don't get theusual residuals. Any residuals weget for music in commercials, dis­regarding electronic music for the

moment, arc the natural residualsRay would get as the leader ofthe orchestra or a member of theband. These arc performing fees,not composition fees."

However, in electronic music, arelatively new area in commercialmusic, Scott and his partner doobtain some sort of residuals.

Wanting but shying away fromnew ideas. "Electronics has beena hobby of mine for some 25years," says Scott. "About four andone half years ago the cry wentout for something really new insound. Everybody wants a newsound. It was the same then asnow. It suddenly occurred to methat I have electronic equipment,I am a composer and the adver­tisers want something different ...

• '¥- • ~ ••

"Client goes by 'I know what I like.'"

why not give it to them electronic­ally? We first did a Vicks CoughDrop commercial. The Vicks peoplesaid they were willing to try elec­tronic music. Now advertisers areless afraid of it, but they still hesi­tate-that is, the ones that don'thave the courage to lead."

Barclay recalls the director ofadvertising for a large auto firm.He liked the idea of using elec­tronic music, but said the dealerswouldn't understand and he didn'twant to risk his job.

"It all depends on the adver­tiser." says Scott. "Recently weused electronic music for the Gen­eral Motors Futurama exhibit andcommercials. For that advertiserit was terrific. Then Listerine and

Autolite accepted it, as have Nes­cafc and Sprite.

"There is a great potential forelectronic music in commercials.Our installation is so vast, it's asthough we have a symphony orches­tra of 4000 people. I have $250,000worth of equipment here. We couldplay electronic music in the studiofor 40 hours straight and exhaustnothing. The resources arc so in­finite you could live a trillion yearsand not use up what we have rightnow. Our competition, however,doesn't agree with us on this."

By competition Scott refers toEric Siday. "I don't know of any­one besides Eric who does goodwork in electronic sound," com­ments Scott. "There must be otherswho have done things, but I'm notaware of them. It's Eric and us, asfar as I know."

Raymond Scott has made greatstrides since he published his firstcompositions in 1934 as a staffpianist for CBS. For the next fouryears he played with orchestrasconducted by Andre Kostelanetz,Mark Warnow and Freddie Rich.Later he built a small band calledthe Raymond Scott Quintet, and inthe late '30s he appeared in Holly­wood musicals with Eddie Cantor,Shirley Temple and Fred Allen, inaddition to making records like'The Toy Trumpet," "In an 18thCentury Drawing Room" and "Twi­light in Turkey."

It was in 1949 and 1950, asdirector of Your Hit Parade, thatScott started doing commercials.Since then he has devoted moreand more time to compositions forcommercials, until today they arehis prime interest. He has estab­lished a jingle workshop and a newSounds Electronique division tohandle advertisers' needs.

Scott works from his home mManhasset, Long Island, where heresideswith his wife, tv star DorothyCollins, and their two daughters.

In addition to award - winningcommercials for Autolite, Esso andRCA Victor, Scott's firm has donework for Proctor & Gamble, LeverBros., Hamrn's Be er, Chrysler,Scott Paper, Shell, Gulf Oil, Nes­cafe, Mercury, U.S. Steel, Grey­hound Bus, Salada Tea and AlkaSeltzer. His commercial for LuckyStrike, "Be Happy, Go Lucky" isprobably one of the best remem­bered. +

SPONSOR

Nes- SYNDICATION & SERVICES

ii iorTiab.t's a~rcnes-

.ooccouldstudie~aus'.iO In·

year~rignt

vever.

MCA gives new

property the

'road show treatment'TS te

any- Whirlwind tour of major

~oodl. cities has helped syndica­com-

nher11 • tor introduce new person-

n no11 ality to agencymen,clientsus. as

great; firn

stall• Most agency timebuyers todayare generally familiar with the toprerun programs available as syn­dication spot buys. Their networktrack records are a matter of ratinghistory, and even if they weren't,syndicators and station reps loselittle time these days in lettingagency buyers know just what sta­tions are buying which film pack­ages,and how they're doing in localrating contests.

But, what do you do if you'rea syndicator handling a hot newshow built around a tv star thatnobody ever heard of?-a person­ality who's done well in one marketbut is an unknown quantity inOmaha and Philadelphia and NewYork and Bismarck?

Furthermore, what do you do ifyour plan is to syndicate entirelywith tapes-about as expensive amode of syndication as you canthink of-so that you must literallybe an overnight sales success innearly a dozen major markets justto break even with tape costs?

You take the personality on theroad to meet agency buyers andbroadcast executives in key cities

done f across the country, that's what youdo.

And, that's just what MCA didlate this summer with the LloydThaxton Show, a first-run syndi­cated show literally "discovered"by MCA vice president Hal Goldenon Los Angeles' KCOP-TV andnow MCA-distributed to over 50

: iourestminetz.Rico:all ed.nd infolly-antor,en, m

like18ili

'Twi·

O. astnat

rcialsmore

1s forpre~stab-lnewn to

ne mre ne1roiliy

nn~go and

Leverr1sler.

~es·Grey·Alka

tv outlets.

ONSOR 1 October 5, 1964

During tour, Thaxton held 25 press conferences, which paid off with local-level tv press breakssuch as this cover on "Indianapolis Times" tv section to plug the start of the show over WTTV.

MCA decided that a whirlwindappearance schedule was the an­swer to the problem of raisingThaxton's level of visibility on theagency circuit - particularly sinceThaxton's show, like those of JackPaar, Dick Clark, Steve Allen, Dave

Garraway, and other all-around"host" types, is mercurial and variedto the point where description isdifficult.

To quite a degree. Thaxton hasto be seen to be appreciated. Basic­ally, his show, which runs an hour

45

a day and is taped live, is builtaround pop records and musicalguest stars, with some threedozen teen-agers added daily as acombination audience and perform­ing staff. It is not unlike DickClark's A merican Bandstand seriesin this respect, but Thaxton himselfdenies that direct comparison ispossible.

"Dick Clark's show is essentiallya radio disk jockey show whichhappens to be on tv." Thaxton toldSroxsos. "Our show is plannedand written to have pace, as wellas a beginning, a middle and anend each day."

Thaxton 's forte is an endlessseries of visual gimmicks-imagi­nary musical instruments, danceroutines, lip synchronizations, cte.-done with the records placed onthe show. In other words, a musicalvariety show.

"We gear much of the show to18 to 39-year-old women. They'rean important market for advertisers,and often buy most household prod­ucts for a whole family," says Thax­ton.

"I 1111''

This last point, according toThaxton, was one he often foundhimself making during his majormarket tour, a jct-age junket whichtook him to Cleveland, Columbus,Chicago, Philadelphia, Dallas, St.Louis, Minneapolis and Atlanta ona morning-through-night schedulepacked into only seven days.

During the trip, Thaxton wasspinning as fast as a record turningat 333 rpm. He taped over 200promotion spots for 20 stationspurchasing the show (either in themarket he visited, or in nearbycities), cut 94 audio tape promo­tion blurbs, held 25 press confer­ences attended by over 130 people,and was guest of honor at six time­buyer luncheons or cocktail partiesstaged by major-market televisionagencies.

"I lost track of how many agency­men I met on the trip," recallsThaxton. "The question they askedmostly was 'Why do so many adultswatch the show when you're sup­posed to appeal mostly only to theteen crowd?'

"My answer was simply that we

I .111111111' 1·11111111!, .: ., 11111111111' 1111111111111111111

THE PROBLEM: MCA had largely unknown quantity in Lloyd Thaxton, star of KCOP-TVdaily recorded music show. Syndicator felt he should meet local-level timebuyers.

46

' 11111111 u.uu,' I I .11111-;:?Ill

-

tried to make young adults feel like19-year-old teenagers when theywatched the show, and as far asthe teens were concerned they hada buying influence that no adver­tiser should put down these days."

To some degree, the Thaxtonshow is pre-sold in major markets.Bottlers of three major soft-drinklines - Pepsi-Cola, Seven-Up andCoca-Cola-have bought participa­tions in several markets. Also onthe multimarkct sponsor list arcVick Chemical for Clearasil, Rev­lon, Colgate-Palmolive for Halo,Noxzcma, and Procter & Gamble.Most of these multi-market spon­sors have been riding in the orig­inal Thaxton show in Los Angeles,a show which boosted KCOP-TV'sARB rating position from last in aseven-station market in the week­day 5-5 :45 p.m. period to firstplace with a 40,000-home edge overthe nearest competitor.

A roster of advertising blue chips,a few of them garnered throughbranch offices of agencies in thecities Thaxton visited, can be foundin local spot buys in the show. Infact, there is more national businessthan local/regional in the show invirtually every case.

Some of the other spot clients:American Chicle for Dentyne, Kim­berly-Clark for Kleenex, Rice-A­Roni, Brylcreem and Beecham, PetMilk, Bauer & Black for Curad,Baggies, Lever Bros. for All, Spic &Span, Wrigley, M&M Candies, KoolAid, Mattel Toys, Muntz TV, WisePotato Chips, General Foods forGaines Dog Meal, Lestoil and Toni.

There are 12 minute spots inevery show. Most are film or tapecommercials used in other spotsituations, but some will be "starcommercials" taped to order byThaxton in Los Angeles for spotclients who have signed for at leasta 13-week run and are willing topay the costs involved.

Stations purchase tv rights to theseries for 52 week deals. A fewstation deals are in 26-week cycles,where the show is aired fewer thanfive times weekly, with the showsubject to recall by MCA (althoughthe station has a full-schedule pur­chase option) if another outlet inthe market is willing to go the fullpurchase. Stations are guaranteedthat no taped episodes will be bi­cycled to them that arc more thansix weeks old.

SPONSOR

,1 :1~.1 The bicycle system (i.e., playingilie\ a tape on one station, then Air­

tar a, Expressing it to another, then an­f ha~ other, etc) is necessary to reduce¡dvcr- the huge costs of syndicating ada1s taped show. Costs could be reduced1axto1 to about a fifth of the all-tape levelrrke~ simply by using film transfers from-drinl a master tape, but Thaxton himselfJ anl -who owns 60 percent of the showt1cipa -insisted on the "all-live" look of10 on tape made directly from the studio1! ar, line monitor.Rev.1 Some idea of the tape costs in­Halo1volved can be seen from the facttmble ¡ that each hour-long tape, just inspon 1 terms of raw tape and dubbingorii 1 costs, cost about $400 apiece, or

1gele~ about $2000 for a week's supply:w. to be bicycled to five or six sta­t ín 1 I tions. Thus, the investment for theweek· 1 first 13 weeks in tape alone on the

firn I Thaxton show quickly soared to~over over $75,000.

Now off to a running head startchipi. ' in sales, the Lloyd Thaxton Showroug~I looks likely to become one ofntht MCA's major syndication proper­loun~ . ties. Thanks to some strong promo­w. In I tion efforts linked to those of pur­sme11

lW In

:..'Ilillllllltllllill 1111 111 Ii ••• 1111111111111111 1111111111111111111111111111111111111111111111111111J'.11:1.1111111111111111111111llllllllllllllllllllllllJIJlllJlllllllllll .:I: 1!1111111111111111111111

=

==~

~ I·~ §,. §

.~W'):.' i~ ª'''Jfl~l =

In Columbus, WBNS-TV party for buyers involved gimmick: agencyman and client -i could attend party only if accompanied by a teenager. Thaxton gave sales talk. _

e;¡JJJlllllJ+iilll1 llllllllllllllllllll lllllllJJJll II '111111111111,'.1111111111111:.lll•" II', 11111111111111'1' 1111111llllllJIJIJlllJllllllllllllJJJJllllllllllllllllllllllJlllllJl)IJIJlllllllllllllll .11'1 111111111111',IJlllJJlllllllllllJJlllllJ;;¡

chasing stations, the show is nowmuch better known to agency buy­ers than it had been only a fewmonths ago.

How does Thaxton himself feel

about the blitz trip through majortv markets?

He told SPONSOR:"It was one ofthe most enlightening, thrillingthings I'll never do again." +

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~~

~ro

o~.~~~~~F

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e~n~~~~

THE ANSWER: Whirlwind road tour of eight tv cities involved six special timebuyer luncheons. WJW-TV Cleveland party drew 200.

'I'll" .1•1 1,1111111111111111111111111111.lll lllllllllllllllllllJJllllllllllllllllllllllllllllJllllllllllllllllllllllJJlllllllllllllllllllllllllllllllllllll11111111111111111111111111111111111111111111111+111' ,:1111111111111111111111 !Jllll'llllllllllllllll lllllllllll!llllllllll 1111•111. '1111'."11111111,:111•

~NSOROctober 5, 1964 47

THE CHANGJ:NG SCENE

Rollins Broadcasting Plans Delaware CA TV SystemStockholders of diversified Rol­

lins Broadcasting, Inc .. were toldlast week that the company is await­ing a green-light from the city ofWilmington which would pave theway for a community antenna sys­tem in northern Delaware.

The shareholders were also toldthat fiscal 196.+ showed "appreci­able growth and expansion" andthat the company's newer acquisi­tions would contribute quite .sub­stantially to revenue and profits infiscal 1965.

The CA TV system. declared O.Wayne Rollins. president of thefirm. is expected "to be one of themost ambitious of its kind in thecountry. We propose to include inour service the programs of tv sta­tions in New Yark, Baltimore, Phil­adelphia, Lancaster and othercities."

Rollins also announced that thecompany had recently purchased anFM station in Norfolk. Va., sub­ject to FCC approval.

Discussing the company's mostsubstantial acquisition of recentyears, the Orkin Exterminating Co.,Rollins said: "With our years of ex­perience in advertising and pro­motion, we expect to accelerate theexcellent growth record of Orkin.

We plan to strengthen Orkin's

P. G. W. OPEN HOUSE

Peters, Griffin, Woodward, Inc. welcomesagency and client friends to the station repfirm's new Detroit offices in the PenobscotBuilding. Attending the open house were(l-r) Thomas Rice, Campbell-Ewald Co.; LloydGriffin, president of PGW Television, NewYork; Carl Georgi, media director of th~Campbell-Ewald Co. PGW also recently movedits New York offices to 277 Park Ave,

48

management at the staff, district andbranch levels and tighten cost con­trol methods.',

Rollins said that expansion oper­ations would start in Delaware,Pennsylvania and Maryland whereRollins owns radio or outdoor admedia. He added that Orkin, whichdoes $40 million in volume peryear. has "in the last decade out­performed its industry with an aver­age annual revenue growth of 13percent and an earnings growth of29 percent."

Gibbs Appointed MGMVice President Sales

The appointment of WilliamR. Gibbs as vice president incharge of sales at MGM Tele­

studios, Inc. wasannounced byGeorge K.Gould, presidentand generalmanager.

This appoint­ment marks areturn to Metro­Goldwyn - May-

William Gibbs er for Gibbs,who served as

general manager of its CommercialFilm Div. from 1958-1960.

Previously, Gibbs served for threeand a half years as vice president ofJ. Walter Thompson in New York,managing its film and tape produc­tion groups, the traffic department,and a variety of creative functions.His other affiliations, all in im­portant production capacities, havebeen with Young & Rubicam in NewYork and on the \V est Coast andwith Fuller, Smith & Ross in NewYork.

Personnel ReassignedAt CBS Tv Division

The reassignment of key execu­tive personnel in the CBS Tele­vision Stations Div. was announcedby Merle S. Jones, president of thedivision.

John Schneider Bruce Bryant

John A.Schneider, vicepresident, CBStelevision sta­tions and gener­al man agerof WCAU-TVPhiladelphia hasbeen named gen­eral manager ofWCBS-TV NewYork, effectiveOct. 5, 1964.

Bruce R. Bryant, vice president,CBS television stations and generalmanager, national sales since June,1959, has been named generalmanager, WCAU-TV Philadelphia,effective Oct. 5.

Theodore W. O'Connell

Theodore O'Connell

wasnamed vice president, CBS televisionstations and general manager, na­tional sales, effective Oct. 5. Hehas served as eastern sales managerof national salessince August, 1960.

Petry Sale Completed;Nierman Named President

With purchase of the Edward Pet­ry Co. and the naming of Martin L.Nierman as its new president, thefirm becomes the first major broad­cast representative to be wholly em­ployee owned.

Negotiations for the purchase be­gan one year and one month agoby a group of 26 employees. Sincethat time, Nierman has operatedPetry as executive vice president.

With a meeting of the board of di­rectors recently, the transaction wascompleted and Edward E. Voynowstepped down as president and Ed­ward Petry aschairman of the board.

Nierman said that the resigna­tions of the previous owners wereacceptedwith regret, but with an un­derstanding of their wishes to pursueindividual interests for which theyhad been hoping to find time.

The company, which representsboth radio and tv stations, has of­fices in 10 cities.

SPONSOR

Agency Appointments

Kastor Hilton ChesleyClifford &Atherton, Inc. appointed advertis­ing agency for Technical TapeCorp., New Rochelle, N.Y., manu­facturers of Tuck Tape. Productsof the company have national dis­tribution and advertisingwill utilizetelevision,newspaperandtradepub­lications.

Walter G. O'Connor Co. Adver­tising Agency division, Harrisburg,Pa. appointedthe advertisingagen­cy of the CharmsCo.. Asbury Park,N.J., candy manufacturer. .. TheCadwellDavis Co. namedto handleadvertising for a number of newproductsfor Shulton, Inc... GeyerMorey Ballard, Inc. appointed ad­vertising agencyfor the AmericanRepublic Insurance Co., DesMoines, Iowa.

Fuller & Smith & Ross Inc., LosAngeles,appointedagencyfor UTAFrench Airlines which opened itsNorth American headquarters at503 W. 6th St., Los Angeles...Chirug & Cairns, Inc., New Yorkand Boston advertising agencysel­ected as advertisingagencyfor the

! Brya~

1ident'eneraJunf.

·enera~lphia

wa:~visiotr, na·), Hr

Electronics Corp. of America. . .Needham,Louis and Brorby, Inc.

named advertisingagencyfor John­son Auto Wash & Wax Systems,Inc.

Winston Sales Co., Chicagonamed Bofinger-Kaplan Advertis­ing, Inc., Glenside, Pa., to handleits EastCoastadvertisingandpublicrelations... E. W. Baker, Inc., ap­pointed advertising, promotion andpubIic relations counselfor stationsCKLW-AM-FM-TV Detroit, Mich... Needham,Louis and Brorby, Inc.namedadvertisingagencyfor John­son Auto Wash and Wax Systems,Inc.

Syndication Sales Climb

Trans-Lux Television Corp. an­nounced the sales for three syndi­cated programs and feature films.The Mighty Hercules was sold toKFDA-TV Amarillo, Texas; Mack& Myer for Hire to KGNC-TVAmarillo, Texasand Top Draw andAward Four featurefilms to KPLR­TV St. Louis, Mo.

United Artists Television, Syndi-

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EDUCATIONAL TV AIRS GRADUATES COURSES~nager196íl

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ident:dMrtin LIt, fu¡broad·!y em-

1sebe·.h ago

Siner~rateesident.I of di·lil Wal

oynow

1dM 111board. ":signa·¡ wer¡an un·pull U•

n the!"Television in Today's World-Executive Planning Committee for the graduate in-service coursefor Chicago teachers to be offered this fall at Chicago Teachers College North through the col·laboration of the commercia'I and educational television stations of Chicago and the ChicagoBoard of Education. Front row, left to right: Robert Seipp, WTTW; David O. Taylor, WGN-TV,chairman; Josept F. Corey, WBKB, co-chairman. Rear row, left to right: Dave Hart, WMAQ-TV;George Nicholaw, WBBM-TV.

resenb1asol·

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10NIOi , October 5, 1964

cation Div. announcessalesfor fourprogramseries.The Aquanauts haveaddedWSJV-TV Elkhart-So. Bend,lnd., KCHU-TV San Bernadina,Calif., WUHF-TV Milwaukee, Wis.,WKEF-TV Dayton, Ohio andWWOR-TV Springfield, Mass. TheMystery Stories has been sold toKTAR-TV Phoenix, Ariz., RoughRiders will beprogramedby WAST­TV Albany, N. Y. and TombstoneTerritory has added to its saleslistKRBC-TV Abilene, Texas, KACB­TV San Angelo, Texas,KONA-TVHonolulu, Hawaii and WJHG-TVPanamaCity, Fla.

Four Star Distribution Corp. re­ported record salesfor August cov­ering all its syndicated properties.Len Firestone, vice president andgeneral manager said it was thethird largest selling month in thehistory of the companywith 40 salesof off-network show, sevensalesofthe Spectacular Showcase featurefilm packageand three salesof thefirms' two documentary shows.

Embassy Pictures will place innational release in mid-OctoberThree Penny Opera based on thecelebratedmusical-dramaby BertoltBrecht and Kurt Weill. It starsCurtJurgens, June Ritchie, HildegardeNeff and SammyDavis.

Astro Boy has been signed foranother year by NBC Enterprises.The half-hour cartoon series hashad spectacularsuccesssinceit wasintroduced in the United StatesbyNBC in 1963.

Salesof nine major tv series incountries on every continent werereported by Richard Dinsmore,vice presidentand generalmanagerof Desilu Sales,Inc. The showsin­clude The Lucy Show, GreatestShow on Earth, Desilu Playhouse,The Untouchables, Fracturer Flick­ers, Nat King Cole special. Wild isLove, Jazz Scene, U. S. A., Glynisand Guestward Ho.

One of the most successfulshowsin syndication,Official Film's PeterGunn is still reachingnew peaks inprograminginterest for a syndicatedshow, and continues to add keysalesto chalk up a distribution rec­ord that is already close to satura­tion with an impressive140 marketlist. Most recentsalesby Official tocomprise the 140 market distribu­tion on Gunn include KTHV LittleRock, Ark., WLKY Louisville, Ky.,WCIX Miami, Fla. and KTLA LosAngeles,Calif. on a renewalbasis.

49

THE CHANG:ING SCENE

Harvard Football InSixth Broadcast Year

For the sixth consecutive yearthe entire schedule of Harvard Uni­versity football games will be car­ried exclusively on WNAC underthe sponsorship of the First Nation­al Bank of Boston and the OldColony Trust Co. The gridiron sea­son began Sept. 26 with the Uni­versity of Massachusetts clash.

Chris Clark, well-known NewEngland sportscaster, will return forthe fifth year to do the play-by­play and Spike Brown, popularNorth Shore sports director, willgive the color and commercials.

Cay Cooley JoinsTeleprompter Corp.

Caywood Cooley, Jr., a pioneerin the development of communityantenna television and microwavesystems and equipment, is joining

TelePrompTer Corp. is one of themanager of its CATV Div.TelePrompTer Corp. is one of thenation's major owner-operators ofCA TV systems, which supply high­quality television to subscribers bycable from a master antenna. Thecompany currently owns 16 systemsthroughout the United States, serv­ing more than 50,000 subscribers.

Cooley will assumehis new dutiesOct. 1. He has been instrumentalin the development of much of theequipment and the engineering tech­niques now in use throughout theCA TV industry and helped to de­sign and install the first profession­ally built system at Lansford, Pa.,in 1951.

Olympic CeremoniesRelayLive By SatelliteTo Mexico

NBC International, in conjunc­tion with NBC News, will bring theopening ceremonies of the 1964Tokyo Summer Olympic Games liveto Mexico via the medium of theSyncon III satellite, it was an­nounced by Joseph M. Klein, presi­dent, NBC International. Thebroadcast will be received from thesatellite by WOAI-TV, NBC's af­filiate station in San Antonio, Tex.,and sent by microwave relay to all

so

RADIO-TV MEN AID ADWOMEN WITH SEASON

I• •f1·lrlllll1

On hand to discuss the role and responsibilities of Broadcasting at the Philade'lphia Club of Adver­tising Women are (left to right): Mary Doyle, chairman of the evening's program; Howard Mc·Fadden, manager of sales at WRCV-AM; "Jack" P. Wiley, national tv sales manager at the NBC·owned WRCV-TV; Raymond Anrig, advertising and public relations manager of S. A. Schon·brunn Co., New York and Elizabeth Cogger, president of the Philadelphia Club.

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Mexico through Telesistema mMexico City.

NBC International is exclusiveagent for distribution of Olympicstv coverage in Latin America, Af­rica and the Caribbean. Many coun­tries (in terms of local time) will beviewing the games within hours oftheir taking place because of theInternational Date Line and NBClnternational's fast tape servicing.

Sports popular in each area willbe dubbed into the appropriate lan­guage. Every arca will receive adaily package of sports indigenousto its interests, according to Klein.

This will be the first time theOlympic Games have been broughtto Latin America, Africa and theCaribbean with such dispatch and insuch quantity, Klein said, and it isthe first time an effort has beenmade to tailor the coverage to eacharea's individual interests.

Roman Meal CerealsSchedule Radio Drive

Roman Meal Co. of Tacoma,Wash. is launching a big Fall-Win­ter campaign for its cereal division

on 40 Western radio stations. Thisadvertising (out of Honig-Cooper &Harrington, San Francisco) coin­cides with a sampling aimed atreaching more than a million fami­lies in California, Washington, Ore­gon, Arizona, Idaho, Montana,Colorado, Utah, Texas and NewMexico.

The radio campaign, using a se­ries of five 60-second spots appear­ing up to 30 times per week, willfeature "Roman Meal-the hot cer­eal with the natural goodness ofwhole grains." These commercials,timed to hit the peak season forhot cereals, will nm from now intoFebruary.

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Radio Spots To SpurWool Topcoat Sales

The Wool Bureau has an­nounced that it has recorded two60-second spots available to retailersas a tie-in for the promotion of all­wool topcoats.

"Teaser" types, they use both theJames Bond 007 thriller approachand the "femme fatale" angle inplaying up the fashion appeal of

SPONSOR Oc11

topcoats for fall. Slightly tongue-in­cheek, they put across the thoughtthat spies and lovers are among themen who would benefit from a realwool topcoat in chilly weather.

In the metropolitan New Yorkarea the spots will be heard overradio stations WCBS, WOR andWNEW on chilly mornings this fall.The tapes will be available nation­ally without cost to men's wearmerchants wishing to use them overtheir local stations.

ON

La Choy Food ProductsLaunches Fall Campaign

La Choy Food Products launchesits fall advertising-promotion pro­gram with Teflon fry pan premiumoffer in October.

An eight-inch Vitality fry pan,finished with Du Pont Teflon willbe offered for a label from any of 1

La Choy's 27 canned American­Chinese foods and $2.00. The panretails at $3.00.

The La Choy premium offer isexpected to gain added imputusfrom a saturation television scheduleby Du Pont for Teflon which willrun from August 3 through Dec.21, peaking during October. DuPont has programed commercialseach week demonstrating cookwarecoated with Teflon on 13 shows.

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GeneralFoods MarketsLow Calorie Dressing

The first low calorie salad dress­ing mix on the market-Good Sea­sons Low Calorie Italian-has beenintroduced in most areas of theUnited States by General FoodsCorp.

The new product will be adver­tised on The Danny Thomas andI've Got a Secret tv show thismonth.

GF's line of Good Seasonssaladdressing mixes is marketed by theKool-Aid division.

' a se·ppear·l. wil¡¡cer·e11 e:rc1als.in íorw intc

) an·d twr·:taile~,.if all·

Cuticura, Ocean SprayRenew 'Godfrey Time'

Ocean Spray Cranberries, Inc.,Hanson, Mass. and Campana Corp.of Batavia, Ill., a division of PurexCorp., Ltd., have begun their secondyear on the CBS Network of weeklyparticipation in Arthur GodfreyTime.

Jth thtproacílgle irea! 01

iQNSOII! October 5, 1964

Campana, which had previouslyused Godfrey's program in success­ful campaigns for Italian Balm andAyds, began its Cuticura Soap andOintment commercials on CBSRadio Sept. 16, 1963.

Campana's advertising agency forCuticura is Foote, Cone and Beld­ing, Inc., Los Angeles.

Ocean Spray Cranberries, Inc.,through McCann-Erickson, Inc.,New York, has renewed its sched­ule of twice-weekly announcementsfor another 52 weeks, it announced.

Godfrey, who played a key rolein establising high national accept­tance of Ocean Spray's cranberryjuice last year, will again supportnew Ocean Spray products. Chiefamong these will be cranberry­orange relish, which recentlyreached store shelves for the firsttime.

The new Fall campaign will breakwith announcements abount OceanSpray's fresh cranberries, tying inthe fresh fruit with other cranberryproducts.

WHAT'S IN THE MIDDLEMAKES THE BIG DIFFERENCE

=:::::::::::: .·.··.. ·... ··'· ...• , ·>R¡J

.. and, IN PENNSYLVANIA, IT'S

WJAC-TVWJAC-TV more than carries its load

when it comesto delivering a rich, rich

market. Pennsylvania'sfamous million

dollar market in the middle! From

high atop the Alleghenies, WJAC-TV

reachesa wealth of consumers in 35

counties. Transport your clients into

America's27th largest TV market--and

give salesa lift!

51

THE CHANGING SCENE

Bruce LansburyAppointedCBS ProgramingVeep

Bruce Lansbury has been appoint­ed vice president-programs, NewYork. CBS Television Network, ef­fective Sept. 23.

Lansbury joined the CBS Tele­vision Network in 1959 as assistantdirector of Program Development.In February of 1961. he was ap­pointed director of daytime pro­grams and subsequently becamegeneral program executive in Hol­lywood. During the 1963-64 sea­son, Lansbury was one of the pro­ducers of The Great Adventureseries. More recently, he has beenconcerned with the production ofThe Danny Kaye Show, The. RedSkelton Hour and Celebrity Game.

Prior to joining the CBS Tele­vision Network, Lansbury was as­sistant program director, producerand writer for KABC-TV in LosAngeles.

Sponsorship BoughtFor NBC-TV Programs

For the second consecutive year,the Pontiac Division of GeneralMotors Corp. has purchased com­plete single-date sponsorship ofNBC-TV's Today show and TheTonightShow Starring Johnny Car­son to introduce its new line of autos.

Last year, Pontiac became thefirst advertiser to recognize the sig­nificant promotional value of com­plete sponsorship of Today - To­night. which provides all of the ex­citement of a tv special," MikeWeinblatt, director, participatingsales, NBC-TV, said. "We are de­lighted that Pontiac has chosen torepeat its sponsorship of both pro­grams again this year."

The order was placed throughMacManus, John & Adams.

Sauter Laboratories, Inc., propri­etary of Hoffman-La Roche, haspurchased sponsorship in sevenprime-time NBC-TV programs andin four daytime programs for 1964-65, it was announced by John M.Otter, vice president, national sales,NBC-TV.

The nighttime programs are TheAlfred Hitchcock Honr, That Wasthe Week That Was, The Virginian,

52

Wednesday Night at the Movies,Daniel Boone, l nternational Show­tinte and The Jack Paar Program.The daytime programs arc Con­centration, Let's Make a Deal, TheLoretta Young Theatre and TheDoctors.

The order was placed throughMcCann-Erickson.

The Xerox Corp. has purchasedfull sponsorship of the NBC Newscolor special The Louvre, which willbe telecast Tuesday, Nov. 17 (I 0-11p.m. EST) on NBC-TV, it was an­nounced by Sam K. Maxwell, di­rector of special program sales,NBC-TV.

Charles Boyer will be narratorfor the special, which marks thefirst time that American televisioncameras were allowed inside theLouvre, to focus on its art trea­sures.

The Xerox order was placedthrough Papert, Koenig, Lois, Inc.

United States Borax & ChemicalCorp. has purchased sponsorship infive NBC-TV Monday-through-Fri­day daytime programs for 1964-65,it was announced by James Her­gen, director of daytime sales, NBCTelevision Network.

The programs are Make Room

for Daddy, Let's Make a Deal, YonDon't Say, The Loretta YoungShow and Word for Word.

The agency is McCann-EricksonInc.

The Colgate-Palmolive Co. haspurchased-four days before thepremiere - sponsorship in NBC­TV's The Rogues, and joined thethree other national advertisers assponsors of the new comedy-adven­ture series, it was announced byJohn M. Otter, vice president, na­tional sales, NBC-TV.

Colgate-Palmolive's sponsorshipin The Roguesbegan in the premiereepisode Sunday, Sept. 13 ( 10-11p.m. NYT). The other advertisersarc American Tobacco Co., Nation­al Biscuit Co. and Miles Labs.

The Colgate order was placedthrough Ted Bates and Co.

The Pillsbury Co. has purchasedsponsorship in four NBC-TV prime­time programs for 1964-65, DonDurgin, vice president, television network sales NBC, announced.

The programs are 90 BristolCourt, The Virginian, InternationalShowtime and Wednesday Night atthe Movies.

The Pillsbury order was placedthrough Campbcll-Mithun Inc.

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YATES-MURRAY IN TV FILM DEAL

=

=

~ Richard G. Yates, president of Richard G. Yates Film Sa'les Inc. has announced that¡§ he has acquired a group of 20 thrillers from K. Gordon Murray, president of K.= Gordon Murray Productions Inc. Yates, who says the deal involves in excess of a

million dollars, has exclusive television rights for U.S. and Canada. Murray, whoseoperation is based in Miami, Fla., is well known for his highly exploited saturationbookings of theatrical product. He will release the thrillers theatrically as combination= features with top budget exploitation and advertising prior to their release on tele·I vision.

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SPONSOR

You PGW In Major ShiftTo Larger Quarters

Peters, Griffin, Woodward, Inc.,pioneer broadcasting station repre­sentatives, has moved and now oc­cupies a full tower floor in theChemical Bank New York TrustCo. Building at 277 Park Ave., forits headquarters offices.

rs ª' .d • In makmg the announcement, H.t~~Preston Peters, PGW president, said) the "new and vastly expanded offi-

t. na. h d d fces-t e most mo ern an une-1 h' t!onal in_the station represen~ative~'P I field=-will mean that PGW will be~ere able to continue to lead the indus-.·II try in offering unmatched service

ii.sers to radio and television station cli­ation- Ients as well as the nation's adver­

tisers and their agencies whom we

'oung

:kson

has, ~e\BC.Jthe

)laced

Agency MoveTriples Space

Sept. 21, Carl Ally, Inc. movedto 711 Third Ave., New York fromthe Seagram Building.

The move triples the space oc­cupied by the agency and providesadequate room and facilities to han­dle growing activities of the clients.

serve."

hased)rime.

Donin net

lristolrtionalg/11 at

placed

Brown & WilliamsonAnnounces Tv Lineup

Brown & Williamson Tobacco· ICorp. will sponsor 12 nighttime net­work television shows this year, plusnational results of the Presidentialelection the night of Nov. 3. Vice­roy, Kool, Raleigh and Belair cigar­ettes, along with Sir Walter Raleighsmoking tobacco will be advertisedon the programs. Programs in theschedule include Wagon Train,Joey Bishop, Ron Cochran News,Ben Casey, World War I, PeytonPlace, The Fugitive, The Nurses,The Defenders, Rawhide, 12O'Clock High and Mr. Broadway.

I

II Boston Tv StationBegins Test Pattern

WIHS-TV Boston began test pat-tern operation Sept. 29, according

,11 to the general manager, Austin A.K Harrison.'ª The station will be conducting~;; equipment tests with test patterníon and tone each day, Monday through11~ I Saturday, from 9 a.m. until 8 p.m.

The first week of WIHS-TV pro-

IPONIORI October 5, 1964

graming will include full publiccommercial entertainment programsdirected to all home viewers. Pro­graming will commence at 3 p.m.each day, seven days a week andcontinue until midnight. Beginningthe second week of operation,WIHS-TV will add its full educa­tional programing schedule to eachday's operation. The station willthen operate from 9 a.m. until mid­night each day.

WIHS is owned by the BostonCatholic Television Center, which

is under the direction of the Rt.Rev. Walter T. Flaherty.

Milwaukee Station ShowsCanadian Football Games

Saturday, Sept. 12, WISN-TVMilwaukee televised the first ofeleven CFL games, the WinnipegBlue Bombers vs. the VancouverB. C. Lions.

This was the first time Canadianfootball regular league play wasseen in Milwaukee.

GET YOUR PITTSBURGHERS HERE!Mattel Toys does. They buy WllC exclusively in the big Pittsburghmarket. There's no better spot TV buy around. Check the figures (espe­cially cost-per-thousand) on some great availabilities with GeneralSales Manager Roger Rice or your Blair-TV man.

CHANNEL 11 w 11 eNBC IN PITTSBURGH

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53

THE CHANGXNG SCENE

East Ohio Gas Co.Opens Fall CamrJaign

The East Ohio Gas Co. openeda $350,000 fall campaign aimed ata I O percent increase in sales ofranges, dryers and incinerators, thefirm reports.

Broadcast support will featurelive and recorded spots on radiostations in Cleveland, Akron.Youngstown, Warren, Canton, Woo­ster, Painesville, Dover and Ashta­bula. Over 1,000 spots are sched­uled for saturation in Cleveland,Akron and Youngstown. Major ex­posure will be on the 11 p.m. TomField and the News show, spon­sored by East Ohio on WEWS-TVCleveland.

Chemstrand Co. Sets'Block Busters' Series

Television is a good way to sellthe virtues of specific types of car­peting to the American eonsumer­and the best way to usetelevision ad­vantageously is employ a "block­buster" technique.

That's the formula of ChemstrandCo., division of Monsanto Co. andon November 12 Chemstrand is setfor another in its series of "block­busters."

This time it will be the eurvaceousItalian movie star, Sophia Loren,who will act as the fiber producer'spersonal guide for an expected 50million Americans.

Her subject for the one-hour col­or show, which is set for the 1Op.m. time slot on ABC-TV, appearsto be another natural-a tour ofRome.

Advertising AcquisitionsIncrease Communications

Park Outdoor Advertising, withoffices at 408 East State St., Itha­ca, N. Y., has more than doubledits size to 2,500 paint and posterboards with the acquisition throughan affiliate of the five Andrews Ad­vertising Companies at Rome, El­mira and Auburn in New York andOil City and Bradford in Pennsyl­vania.

This second outdoor advertisingacquisition in less than two months

54

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WATER-BORNE CAR HAS PARKING PROBLEM

Appearing to head into a too-small dockside berth is the amphicar of WCSC-AM-FM-TV Charles­ton, S. C. Actually, the unit was sent out to report sail boat races for a sports show, but wascalled upon to perform an emergency rescue of a boat becalmed in Charleston harbor. Itsmission turned out, instead, to be public service.

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further adds to Park eommunieationinterests. Park Broadcasting, Ine.,operates CBS television stationsWNCT Greenville, N. C. andWDEF Chattanooga and WJHLJohnson City both in Tennesseeandhas a 30 percent interest in tele-

vision station WECT Wilmington,N.C.

Radio properties also in the Parkgroup are WGTC-AM, WNCT-FM,Greenville, N. C. and WDEF-AMChattanooga. WDEF-FM is undereonstruetion at Chattanooga.

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AGENCY MOVES TO NEW QUARTERS

11 I

ii I ~

Welcomes to the new offices of Peters, Griffin, Woodward. Jones Scovern, vice-president·treasurer (far 1) and the Colonel himse'lf, symbol of the "pioneer" station representatives,greet employees as they arrive for their first day's work in the firm's new headquarters at 277Park Avenue, New York, PGW, which will occupy a full tower floor in the building, alsomaintains offices in ten other cities.

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SPONSOR 011

Broadcast Council:M Awards Certificates

The Broadcast Rating Council hasawarded Certificates of Applicationfor Accreditation to Survey andMarketing Services, Inc., of Hono­lulu and to Coincidental AudienceAudit of Seattle. These are the firsttwo of the "non-regular" services tohave completed the reply to theCouncil's questionnaire regardingthe details of their operation. The

.... next step is to arrange for the auditof each measurement.

Survey and Marketing Services,f Inc., conducts a combined coinci-1.... dental telephone (for home listen­~ ing) and traffic intersection inter-

;oi: viewing (for automobile listening)to determine radio station shares ofaudience. They have been in opera­tion since 1962.

Char~fi Coincidental Audience Audit pro-but w d b d · id 1bor. 1;' ucesa report ase on comet enta

telephone interviewing. Their inter­viewers are employees of telephone­answering services who do their in-

. terviewing along with their othern~on.) duties at the answering service.

1~Par!lFM.:F·MI. unde1

WROZ Broadcasts24 Hours A Day

WROZ Evansville, Ind. hasstarted broadcasting 24 hours a day,seven days a week. The announce­ment came after a one week build­up featuring Charlie Scheu, WROZprogram director, roving through­out downtown Evansville and theshopping centers in an astronautuniform, complete with helmet. Thetheme of the promotion was basedupon WROZ exploring a new fieldof radio programing. There is noother station in Evansville on theair 24 hours a day.

Championship BowlingTop Syndicated Show

"Now a sports standard, Cham­pionship Bowling has become thenumber one syndicated show ontelevision and will have its biggestyear in sales in 1964," reportedBernard Crest, director of salesfor the Walter Schwimmer organiza­tion which has been active in tvsports since television's pioneeringdays. "As in the past five years,we're getting 90 percent renewalsplus a great deal of new interest andsales for Championship Bowling.

¡.presiden~sent1tiv11!rl¡t271ding. 1111

SPONSOII October S, 1964

We have time cleared in every oneof the top 100 markets in the coun­try and the way sales arc going inother markets, we will go over the200 mark in stations airing theshow the first time since it beganin 1953."

The new series sponsored byFirestone Tires and Rubber Co. wasshot this year in Akron at theBowlarama and features "the bestbowlers we've had in the past fiveyears," said Crost.

Among top markets which have

renewed Championship Bowling areWOR-TV New York, WGN­TV Chicago, WNAC-TY Boston,WTAE-TV Pittsburgh, KHJ-TVLos Angeles, WNEWS-TV Cleve­land, WKRC-TV Cincinnati, KTVJSt. Louis, KTVU San Francis­co, KOMO-TV Seattle, WXYZ-TVDetroit, WTCN-TV Minneapolis,WMAL-TV Washington, D.C.,WFBM-TV Indianapolis andWDAF-TV Kansas City. 1t hasbeen set for Honolulu, Hawaii onKHVH-TV.

NOW 'N \TS 15.fhSMASH SEASON IIn the Quad-Cities (Rock Island, Moline, East Moline, Illinois

¡

· and Davenport, Iowa) WHBF continues to gather the crowds.

with CBS success and plenty of local savvy. Want to be a

smash success in the Quad-Cities? Call Avery-Knodel; or

Maurice Corken, WHBF, Telco Building, Rock Island. You're

bound to get great reviews.

SS

THE CHANGING SCENE

International PromotesInstant Blending Flour

International Milling Co., Inc.,Minneapolis, Minn. has developed anew free-flowing instant blendingflour which is scheduled to be in re­tail distribution by the end of Sep­tember.

International will promote thenew product with full-page, four­color national magazine advertise­ments in McCal/s, Ladies HomeJo11111al,Belter Homes and Gardens,Progressive Fanner and Fann Jo11r­nal. Large space, two-color andblack and white advertisements willappear in 147 markets and spottelevision and radio commercialswill run in 83 markets.

French ProgramingFor CBC Station

The Canadian Broadcasting Corp.has announced that CJBC Toronto,Ont. will switch to full-time Frenchprograming Oct. 1.

Programs will be supplied by theregular French network of CBS inMontreal and supplemented by lo­cally produced shows under the su­pervision of Jean Charbonneau,who since 1962 has been programrepresentative of the CBC Frenchnetwork in Toronto.

Many of the programs and per-

''II I'll ,,\I

l1'I,. ~··1I 1' I

.I• ~~J 'I

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•+k ...---.•.- ' -

Representatives of Coopérative agricole de Granby (Manufacturers of Crino) andthe CBC French Tv Network, Montreal, witness the signing of Crino's sponsorshipof the French version of "Candid Camera." Signing the 26 week contract (Sundays8:30-9 p.rn, starting Sept. 13) are (from 'left): André J. Lapointe, supervisor of CBC·TVsales; René Beuthillier, ad manager, Coopérative agricole de Granby; Maurice Watier,account executive for Crino; PhiHppe Pariseault (seated), general manager of Granby

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sonalities currently heard on CJBCwill, as a result, be moved to CBLand CBC-FM Toronto.

French language programing be­gan on CJBC on a limited basis inApril, 1962 with a half hour ofnews and commentary daily, and byJan. 1, 1964, this was increased tothree and a half hours nightly.

·:·11 1111'1' 'I'" Ill' ii 1111111111 :r

STORY ELICITS MIXED REACTIONS FROM GROUP

Mixed reaction is being shown to a story told by Les Sterne, right, of Fuller, Smith & Ross Adver­tising Agency at a recent "Alcoa Theatre 14" reception. Others in photo, from left, include:John D. Gibbs, vice president and general manager of KQV Radio; D. O. Albrecht, manager ofIndustrial Advertising for ALCOA; Edward lmbrie of Ketchum, Macleod & Grove, and KQV'sDave Scott, "Alcoa Theatre 14" host. The radio dramas are returning to KQV Radio in Pittsburgh.

111111 11111 I• ,111111111,: '11111111 '1111 ,111111111•• 1111111111111111111•. :11111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111

56

'Living Doll' IntroducedTo Television Commercials

A new dimension in commercials-the living doll-has been intro­duced to television in the person ofMisty, a teen-age super salesladywho says she's the "best friend" ofTammy, the 12 inch fashion doll byIdeal.

Setting a precedent as the firstlive teen-age personality to promotea teen-age doll on television, 17-year-old Misty will act as a spokes­woman for the doll in both tv com­mercials and department store ap­pearances.

Schnitzer Loses No TimeDuring Reorganization

The new studio of Gerald Schnit­zer Productions located in the heartof Hollywood-6063 Sunset Boule­vard-is completed. The organiza­tion has not lost a moment in theirproduction schedule as the largesound stage was in use during thetime of moving from the KTTV lot.

Schnitzer has designed the com­pletely equipped studio especiallyfor the production of tv commer­cials.

SPONSOR

Agency Moves ToLarger Quartersl Storm Advertising Inc. has moved

~

o larger offices in the lobby floorf the Senate,265 Union Boulevard,cports Gerald P. Deppe, executive

vice president of the agency.j The entire first floor of the Senateruilding, totalling more than 3,300,q. feet, has been extensively rc­nodellcd to accommodate the agen­.y's growing staff.

, The agency was formerly at 71! vlaryland Plaza.

CommercialsFeatureRadio Celebrities

Lehn & Fink Products Corp. an-rounced that it is adding Arthur

• Godfrey, radio's leading salesman,

I ~oits already heavy television sched­rle for Lysol Disinfectant Spray.

Geyer Morey Ballard, Inc., N.Y.,s the agency for Lehn & Fink.

P Art Linkletter and his son Jack,¡Nho were featured in network radiocommercials for Wynn's car care

y rroducts in the spring, return tooromote Wynn's Radiator Stop­eak in the fall. The father-son

I team will be heard on news andcial sports programs on the NBC and

.5 /\BC networks, including Lindsey

:mals 1~elson Sports, Morgan Beattymtro· News and Monitor (on NBC) andon o! ~award Cosell's Speaking of Sports:slad1 (on ABC).d'1 o!Jllb)

Rector Formsfirit Jroduction Co.

1rnote .r Richard R. Rector, veteran tele-k ,. vision executive, has announced the

oei· f·ormation of his own productioncom· :ompany at 136 E. 55th St., New: ap· York.

Named Richard R. Rector Pro­...•uctions, Inc., the firm will producend originate pay-tv programs, docu­

me :mentaries,sales and industrial pres-'~ntations and commercials on both

hnit· f.tapeand film, as well as radio showsheart nd records.Jule· Joining Rector in the new ventureniza· ¡will be Miss Maury .Clar~, formertheir program and production director oflarge QXR Network on which she pro­' the 1ducedand directed the 26-week Vic-, I1 lot tor Borge Series along with others.:om· I Rector said the company is al­:iallv ready at work on several major proj­me;. 1ects, including ten half-hour tv-film

¡documentaries for the United

~SOR1,0ctober 5, 1964

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- BRITISH WOOL COVERS CTV SPORTS . "I

In its first television usage, the British Wool Textile Corp. will participate on CTV's"Wide World of Sports," Saturdays. From left are J. B. (Dick) Whittington, Britishtrade commissioner; Spence Caldwell, CTV Network president; Joseph Balcon,account executive, Pemberton, Freeman, Mathes and Milne Ltd.; R. A. Aiken, CTVsales representative.

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=

•..• :1111.11.·

Church of Christ and the NationalCouncil of Churches.

Rector has been in the entertain­ment business as an actor, directorand producer since 1945.

Over the years he has produceddozens of musicals, dramas, docu­mentaries, comedies, syndicateshows, network productions, etc.

Among his credits are Eveningswith Joan Baez, the Kingston Trio,Carlos Montoya, and the Limelight­ers, Androcles & the Lion, a seriesfor Time-Life Broadcasting withHenry Cabot Lodge and a PepsiCola sales presentation.

Format To ChangeFor Tv Late Show

Last month station KBAK-TVBakersfield, Calif. premiered 50/50Theatre, a late show "designed forpeople who like to fall asleep in themiddle of the late movie." To con­form with this new programmingconcept one half of a movie is shownon Monday night. On Tuesday nightthe first half is briefly summarizedand the second half played until CL)Jl­

clusion. On Wednesday and Thurs­day, another film is played in itsentirety.

Burt I. Harris, president of Har­riScopc, Inc., which owns KBAK­TV, said that if the success of50/50 Theatrecontinues, he is cGn-

.'l1l0.lllllllllllllllllloilllll', lllllllllllllllllllllllllll•II'' 11111111111111111111111111111111Fri

sidering adding the program to theschedules of the other HarriScope,Inc. stations, KTWO-TV Casper,Wyo. and KFBB-TV Great Falls,Mont.

NTA Puts 'Third Man'Into Tv Distribution

National Telefilm Associates, Inc.has put into distribution, The ThirdMan, starring Michael Rennie.

Pete Rodgers, senior vice presi­dent in charge of salesfor NTA, dis­closed that the first sale in TheThird Man campaign has been final­ized with WNEW New York Cityfor prime time showing.

®WSTV-TV

Dominant inWheeling· Steubenville

57

SPONSOR SPOTLIGHT

ADVERTISERS

W. David Parrish named to headB. F. Goodrich Chemical Co.'s salesdepartments as general sales man­ager. He was formerly salesmanagerof Hycar special-purpose rubberand latex.

William Iehrhurger named direc­tor of dealer marketing for UnitedStates Plywood Corp.

Richard E. Day appointed to theposition of director of advertisingof Morton Salt Co., Chicago.

Joseph E. Whitwell, Frank War­ren and Carl E. Little named as­sistant national sales manager toMorton G. Meyer. vice president,and national sales manager for thecigar company; regional vice presi­dent, sales, mid-west and regionalvice president sales, west coast re­spectively.

James E. Burke appointed to thenewly-created position of productpublic relations director of Clairol.He was previously with Farley Man­ning Associates, public relationsagency and Procter & Gamble.

Fred D. Lantz and Theodore R.Wuerfcl appointed lighter divisionsales representatives in Indianapolisand Cincinnati.

Robert C. Young named a seniorcommodity advertising manager forUnited States Gypsum Co.

W. Worth Ware appointed direc­tor of advertising and public rela­tions for the Cleaver-Brooks Co.,Milwaukee, Wis.

Robert Young W. Worth Ware

58

Craig Henson appointed directorof corporate advertising services forPurex Corp., Ltd. He will move toPurcx's corporate headquarters inLakewood, Calif. in November.

Richard L. Mayes joined BunteCandies, Inc., Oklahoma City, as di­rector of marketing. He will be re­sponsible for administration of Bun­tc's expanding marketing and salesprograms and for its advertising andmerchandising activities.

William E. Berglind joined theadvertising department of the Na­tional Cylinder Gas division ofthe Chemetron Corp., Chicago,II l.

AGENCIES

Owen J. Burns and Peter M.Finn joined the New York officeof Foote, Cone & Belding as ac­count executives on the Best FoodsDiv. of Corn Products Co. account.

Joseph Cattaglia Jr. appointedvice president in charge of mediaand broadcast services at BenSackheim, Inc., New York. Hejoined this advertising agency in1960 as tv director.

Irvin S. Davis joined Richard K.Manoff, Inc., as assistant media di­rector. He had been at Kenyon &Eckhardt for five years as mediasupervisor.

Ernest A. (Bill) Gray, vice presi­dent of Kudner Agency, Inc., ap­pointed director of planning ser­vices. He will also serve as co-chair­man of the Plans & Review Board.

William Berglind Ernest Gray

Robert l. Silberberg named as·sistant media director at Doherty.Clifford, Steers & Shenfield, Inc.

Thomas B. Kilbride annointedexecutive vice president of KnoxReeves Advertising, Inc., Minne­apolis.

Prescott (Pete) Lustig appointedvice president, McCann-Erickson,Portland, Ore. He will serve asaccount supervisor and a memberof the Portland Office Board ofManagement.

Val Brown and Albert Bonnyjoined the creative staff of SanderRodkin Advertising, Chicago.

Marshall H. Pengra has beenadded to the staff of Aylin Adver­tising Agency, Inc. of Beaumont,Texas. He was formerly sales rep­resentative and sports director ofKLTV Tyler, Texas.

Remus A. Harris appointed vice .president of MacManus, John &Adams, Inc. He is New York direc­tor of Marketing, Media and Mar­ket Research.

Kenneth D. Campbell appointedexecutive vice president of RobertOtto-Intam, Inc. New York.

Seaborn C. Langley, Jr. joinedStreet & Finney, Inc. as accountexecutive. He was formerly with theAtlanta division of Street & Fin- ,ney, Inc.

Joseph R. Dickey Jr. appointeda member of the board and vicepresident of Joe Floyd & Associates,Inc., Little Rock advertising agency.

Clarance Hatch, Jr., executivevice president of Campbell-EwaldCo., will leave the agency Oct. 1 in 1

line with the agency's retirement l

policy.

Joseph Dickey, Jr. Clarance Hatch, Jr.

SPONSOR

1oínteKno

1linn1

'\

'Robert Woods~m1,Ik

Frank Bakere soveem~ I Frank Baker joined Doherty,1rd i Clifford, Steers & Shenfield, Inc.

as account executive. He was pre­viously with Sullivan, Stauffer, Col­

Bonn Iwell & Bayles, Inc.landt

Robert J. Woods joined KudnerAgency, Inc. as vice president. He

bee- will serve as account supervisor on\dve: the Gilbey's Gin and Gilbey's Ved­ffiOil' ka accounts.Ire¡or r I Mrs. Jo Wilson named media di­

rector for Humphrey, Williamson &Gibson, Inc., Oklahoma City. She

l vi has served in other capacities withhn 4 the agency and has been affiliateddím with the advertising and comrnuni­Mar cations field for several years.

William Kelly and Leo KeeganlÍilt~elected vice presidents of Sullivan,:obe1l jStauffer, Colwell & Bayles, Inc.,

New York.

ome1 Mrs. Pat Leclercq appointed tocoun) the creative-contac~ staff of Stanley1htol· G. House & Associates, Inc., Wash-

FiD ington, D. C.

Mrs. Judy Larrison appointed1inte~ creative supervisor in the research

vi, department of Earle Ludgin & Co.,iate1 . Chicago.ency

Raymond J. Considine and Jos­:utiv~ eph E. Gallagher appointed vice:wal presidents of Business Development.l il Associates, a division of Dickie­men: Raymond' Inc., Boston and New

York.

lch,Jrl 1Raymond Considine Joseph Gallagher

,NSOI• I October 5, 1964

Gerry Mulderrig Joseph Cuff

Rift Fournier joined Feldman &Kahn, Pittsburgh advertising andpublic relations firm, in the cre­ative and copy department.

TIME/Buying and Selling

Joseph P. Cuff elected executivevice....president of sales for RobertE. Eastman & Co., Inc.

Gerry Mulderrig named managerof Chicago office of Metro Tv Sales,New York.

Fred He-gelund joined KTVI St.Louis, Mo. as producer-director­wríter. He has spent 11 years withNBC Hollywood, where he was as­sociated with many top-notch radioand television shows.

Jim Thomas promoted to theposition of program director ofKOGO-TV Oklahoma City.

Keith Silver joined the WWLP­TV staff in Springfield, Mass. Hewill be seen nightly at 7 p.m. withthe Local News and at 11 p.m. inthe World News segment.

Thomas J. O'Dea named nation­al sales manager for Roger O'Con­nor, Inc.

Harry C. Folts and NicholasGordon named executives at theeastern division of NBC TelevisionNetwork Sales.

Harry Folts

Fred Hegelund George Andrick

TV MEDIA

George Andrick, local sales man­ager of WSAZ-TV, Huntington, W.Va. elected governor of the fifthdistrict Advertising Federatíon ofAmerica.

S. L. (Bud) Brooks, accepted postof local and regional sales managerfor WGHP-TV High Point. N.C.

Robert E. Shay appointed to po­sition of productíon manager ofWL W-TV Cincinnati, Ohio.

Robert H. Battersby appointedcontroller of the new WJRT, Inc.Flint, Mich.

Norman E. Walt, Jr., appointedvice president of Columbia Broad­casting System, Inc.

Dean Behrend and Paul Klemp­ner promoted to head the salesproposals, client presentations andsales promotion activities of SalesPlanning, NBC-TV Network.

Frank P. Fogarty elected presi­dent of the Nebraska Broadcasters'Association. He is also president ofMeredith-A veo, Inc., a community

113"""wncs-Tv

Chattanooga market'swídest coverage

59

SPONSOR SPOTLIGHT

antenna television (CA TV) firmjointly owned by Meredith Publish­ing Co. and the AVCO Corp.

Gin~er Dutcher appointed pro­motion director of KENS-TV, SanAntonio. Tex. She was formerlywith Aylin Advertising Agency asradio-tv director.

Edward A. Warren appointed ex­ecutive producer for the ABC Tele­vision Network Programing Depart­ment.

Richard W. Owen appointed di­rector of research & sales promo­tion for WCBS-TV.

Michael A. Renault promoted tosales manager at WOR-TV, NewYork. He will report to JacquesBiraben, vice president and directorof sales.

Robert E. Bailey appoincd gen­eral sales manager of WSPD-TV.Bailey has served as national salesmanager for WSPD-TV since Sept.1961. Prior to that he served withPeters, Griffin. Woodward.

RADIO MEDIA

Larry Nightingale appointed ac­count executive at WPBS, Philadel­phia, Pa. He was former copy di­rector at Cox and Tanz Advertis­ing, Philadelphia.

Don Weberg appointed farm ad­visor in the WNAX Farm ServiceDept. for WNAX Radio, Yankton,S. D.

Paul E. Gilmor, Lee Atwell andCharles Kennedy elected president

o$"...,-> .

..&;;)Michael Renault Robert Bailey

60

and vice presidents of the OhioBroadcasting Co., effective Oct. 1,1964.

Ken Goldblatt appointed stationmanager of WAOK Atlanta, Ga.

.Jules Dundos, vice president ofCBS Radio and general manager ofKCBS San Francisco named chair­man of the San Francisco PressClub's Radio and TelevisionA wards Committee for 1964.

Merilyn Shaw, director of con­tinuity for WKY Radio, OklahomaCity. Okla., named president of theOklahoma City chapter of Ameri­can Women in Radio and Tele­vision.

Robert H. Harter appointed gen­eral manager of WHO BroadcastingCo., operator of WHO-AM-FM­TV. Des Moines, Iowa.

Robert W. Dickey appointed salesmanager of KDKA Radio. Most re­cently he was assistant sales man­ager of KYW, the Group W outletin Cleveland.

Cliff Hansen general manager ofKWYZ Everett, Wash., moves toPetaluma, Calif. to direct manage­ment of KTOB Radio.

Frank D. Ward named executivevice president of WWRL Radio,New York, a Sanderling station­the only 24-hour Negro-orientedstation in the metropolitan area.

S. Bryan Hickox, III, appointedgeneral sales manager of KRMLRadio Carmel-By-The-Sea, Calif.

Martin Greenberg appointed di­rector of sales promotion and ad­vertising for WXYZ, Detroit. Hereplaces David R. Klemm, who isnow assuming the responsibilities ofdirector of operation at WXYZ.

••Robert Dickey Martin Greenberg

Sherman A. Strickhouser ap­pointed program director of WJARand Philip B. Taylor appointed as­sistant to the chief engineer of\VJAR-TV-AM.

Ira Kamen now directing KamenAssociates, a New York City con­sulting firm. He was formerly ex­ecutive vice president of TeleglovcPay TV Systems, Inc. and is nowserving many important clients inthe broadcast and communicationsfields.

Wesley J.Cox appointed programdevelopment consultant for Hatos­Hall Productions.

Joel M. Weisman appointed pro- 'duccr-dircctor of WCD, Inc .. withstudios in New York City and Hol­lywood, Calif.

SYNDICATION& SERVICES

Robert A. Fraser appointed man­aging director of Stewart & Morri- 1

son, Inc., Industrial Designers, New 'York.

Buck Harris appointed editor ofthe ScreenActor magazine, the of­ficial publication of the Screen Act­ors Guild.

Frank I. Lester appointed salesrepresentative for the HammarlundManufacturing Co. in New York.He will be responsible for sales ofboth commercial and amateur radioequipment in addition to variableair capacitors.

Allyn Jay Marsh joined the staffof Radio Tv Reports as an accountand agency representative.

Louis S. Israel appointed to thenewly-created position of sales ser­vice manager.

David Klemm Louis Israel

SPONSOR

CO:M:MERC:IAL CRITIQUE

The creative role-

to copywrite or copy cat?

By Sidney N. BerryPresidentCarson New York Corp.When it comes to filmed commercials, SidneyN. Berry ought to know, for he's presidentof Carson New York Corp., Him producersand audio-visual specialists. Moreover, hisbackground provides extra qualifications: he'sbeen both chief of the tv branch and chiefof special events for USIA and has also servedas chief of radio programming, UNO. Insomewhat more commercial terms, he's beennewscaster-commentator for CBS, WNEW NewYork, WMCA New York, UN Radio and theVoice of America. As if that weren't enough,he's a'lso taken time along the line to bechairman of the Production Workshop, IRTS.

• A generally effective device for

!deflating a pompous individual is toexpose him to caricature. If he is a

!person of basic integrity or intelli­gence, such therapy can be almost'miraculous.I Not without causehas Hollywoodcreated the "Madison A venue type"

that overbearing adman wearing

1agray flannel suit, carrying an at­

tache case and eating ulcer pills.11t reflects the actuality of the un-

1qualified aspirant who, seeking en-

11tryinto this glamorous world, chafesat the bit until he can at least (andlsometimes"at most") don the outertrappings of the professional.I The incongruity of the caricature·s that advertising did start out as a'creative field. Its whole concept was'¡toprovide different, ingenious meth­ods for selling the better mouse trapsthat had been created by people whoknew how to invent but not neces­sarily how to sell.

For a time, the individuality of,1selling approaches was refreshing.¡In print media, the diversity of adpresentations almost overshadowed,¡1hecontent of the publications. Cer­tainly, proofreading was invariablysuperior in advertisements than ineditorial sections. And even an ad­vertising-only vehicle like the Sears

.1Roebuck catalog was able to achievela much greater readership than mostmagazmcs.

With the advent of radio and,

October 5, 1964

ultimately, of tv, effects toward ad­vertising individuality continued todraw praise-from most sources.There were the trend-setters. Butthen came the trend-followers:

• One of these trends is therepetitive shout that "this productreally works." It may very wellwork. But with a number of com­petitive products all using the samewords, how will the public knowwhich ones really work best?

• Another is the overlapping(and constant) use of the same an­nouncer or announcing style. Takethe supposedly soft sell approachused by what I call the whisperers.The same style is used by so manyadvertisers so often that the publicis completely confused about what'sbeing sold-particularly since thevoice sometimes can hardly beheard at all. "Soft sell' doesn't per­tain to your tone of voice so muchas to what you say.

e And cutting across the adver­tising lines of all industries and allproducts is the commercial thatnotes: "This product costs a littlemore." The standard answer, usual­ly mouthed by the actor who repre­sents a prospective customer, is:"Who cares?" Well, even if the ad­vertiser doesn't, John Q. Publicdoes-and undoubtedly resents thedeliberate brainwashing that's sup­posed to disguise a general pricerise.

These are just a few examples.It's quite understandable that sel­

ling methods for any one productare limited. But the truth is that aproduct performs a specific job.And to succeed, its manufacturer,the sales manager or advertisingagency must demonstrate how theproduct does its job better thancompeting products. Basically, mostadvertising is as simple as that.

It's also understandable that witha continued increase in the numberof competitive products and with

each requiring a greater number ofsales presentations, any one adver­tiser necessarily has less chance forachieving outstanding individuality.

What is not understandable, how­ever, is the psychology that leads topatterns or trends-the practice ofwhat is, in the end, mere "me­tooism." If we accept the premisethat good advertising is "findingthat little difference," then whatpossible benefit comes from adver­tising that elimates differences?

In other words, what advantageis gained from copying instead ofcopywriting?

ls this follow-the-leader trendbased on the idea that advertisingsuccess is achieved only by confus­ing the masses? If so, advertisinghas outlived its usefulness.

The respect and admiration thatthe public once accorded the gen­uine creativity of the advertisingprofession has dwindled. Now thepublic, like Hollywood, is temptedto regard people in advertising as aflock of sheep, waiting for a brightsheep dog to steer them in anotherdirection.

Even the gray flannel caricaturehas not been therapeutic. Too often,it is met with callous indifference.A prevailing response to it: "Theremay be some characters like that,but not me." Madison A venue hasdeveloped an almost monopolisticdisregard for true public reaction.

The result is a selling hodge­podge. In desperation, customersshout: '"A plague on all yourhouses" and then buy whatcver'swithin reach-or something they re­member agreeably from childhood.They can't any longer tell the dif­ference among products.

Apparently, the castigating dou­ble portrait of the industry as a flockof sheep in gray flannel suits isn'tenough to compel objective self­appraisal in the mirror of public re­action. Certainly, the jokes andstories continue, as told by agencypeople themselves, about strange in­ventions for switching off the tvcommercial-or taking a stretchduring "this brief messagefrom thesponsor."

And that's the irony. For one ofthese days-when an account hasbeen lost because an advertisingcampaign has flopped-some onewill begin to realize that all thosestories aren't funny. And, more thanthat, they're not just stories at all. •

61

CALENDAR

OCTOBER

Texas Assn. of Broadcasters fallmeeting, Hotel Texas, Fort Worth,Tex. (4-5).

North Carolina Assn. of Broad­casters meeting, Grove Park Inn,Asheville, N. C. (4-6).

Federal Communications Bar Assn.annual fall outing, Washington Coun­try Club. Gaithersburg, !\Id. (5).

New Jersey Broadcasters Assn. fallconvention, Nassau Inn, Princeton,N. J. (5-6).

Advertising Research Foundation,annual conference, Commodore Ho­tel, New York (6).

Wisconsin FM Station Clinic, Cen­ter Building, University of Wisconsin,Madison (6).

International Radio & TelevisionSociety luncheon, Waldorf Astoria,Ballroom, New York, N.Y. (7).

Tennessee Assn. of Broadcastersmeeting, Mountain View Hotel, Gat­linburg, Tenn. (8-9).

NAB CONFERENCE SCHEDULE

National Assn. of Broadcasters fallregional conferences:

Hotel Utah, Salt Lake City (Oct.12-13).

Statler-Hilton Hotel, Los Angeles(Oct. 15-16).

Hotel Skirvin, Oklahoma City (Oct.19-20).

Fort Des Moines Hotel, DesMoines, Iowa (Oct. 22-23).

Jung Hotel, New Orleans (Oct.26-27).

Statler Hotel, Detroit (Nov. 9-10).

Hotel Ten-Eyck, Albany, N.Y.(Nov. 12-13).

RAB CONFERENCE SCHEDULERadio Advertising Bureau's fall man­agement conferences:

Western Hills Lodge, Wagoner,Okla. (Oct. 8-9).

Hotel Moraine, Chicago (Oct. 12-13).

Northland Inn, Detroit (Oct. 15-16).

62

Alabama Broadcasters Assn. meet­ing, Tuscaloosa, Ala. (8-10).

Mutual Advertising A:,.:cuq Net­work meeting, Charter House Hotel,Cambridge, Mass. (8-10).

New York State Associated PressBroadcasters Assn. meeting, Roches­ter, N .Y. (I0).

Advertising Federation of America7th annual convention, Columbus, Ga.(9-11 ).

American Women in Radio &Television mideastern conference,Marriott Motor Hotel, Philadelphia,Pa. (9-11).

Audio Engineering Society's I6thannual fall convention, Barbizon-Pla­za Hotel, New York, N.Y. (12-16).

International Radio and TelevisionSociety Time Buying & Selling Semi­nar, New York, Tuesday evenings( 13- Dec. 8).

International Radio and TelevisionSociety luncheon, Waldorf Astoria,Sert Room, New York, N.Y. (14).

Illinois Broadcasters Assn. meeting,Sheraton Hotel, Chicago, Ill. (14-15).

American Women in Radio & Tele­vision the board of directors' meet­ing, Hilton Hotel, New York, N.Y.(16-18).

Wisconsin Assn. Press Radio andTelevision Members meeting, Ivy Inn,Madison, Wis. (16-17).

The Pulse Inc's Man-of-the- Y caraward presentation to Chet Huntleyand David Brinkley of NBC, PlazaHotel, New York (21).

Kentucky Broadcasters Assn. fallmeeting, Jennie Wiley State Park,near Prestonburg, Ky. (19-21).

National Electronics Conferencetwentieth annual meeting, McCormickPlace, Chicago, Ill. (19-21).

Institute of Broadcasting FinancialManagement, annual meeting. Shera­ton-Cadillac Hotel, Detroit, Mich.(21-23).

Missouri Broadcasters Assn. meet­ing, Ramada Inn, Jefferson City, Mo.(22-23).

Fourth International Film & TVFestival of New York, held in con-

junction with the annual IndustrialFilm and Audio-Visual Exhibition,New York Hilton Hotel, New York(21-23).

Indiana Broadcasters Assn. meet­ing, Marriott Hotel, Indianapolis, Ind.(22-23).

Massachusettsmeeting, HotelMass. (25-26).

Broadcasters Assn.Somerset, Boston,

National Assn. of EducationalBroadcasters national convention,Austin, Tex. (25-28).

American Assn. of AdvertisingAgencies, Central Region meeting,Hotel Continental, Chicago (21-22):western meeting, Beverly Hilton Hotel,Beverly Hills (27-30).

Premium Advertising Assn. ofAmerica, premium ad conference,New York Coliseum, New York,N.Y. (27).

American Assn. of AdvertisingAgencies, western meeting, Ambas­sador Hotel, Los Angeles (27-30).

International Radio & TelevisionSociety luncheon, Waldorf Astoria,Empire Room, New York, N.Y. (28).

National Industrial ConferenceBoard Inc. twelfth annual marketingconference, Waldorf Astoria Hotel,New York (28-30).

NOVEMBER

Second Canadian Radio Commer·cials Festival, Park Plaza Hotel, To­ronto, Canada (5).

Maryland • D.C. • Delaware Broad­casters Assn. fall meeting, Washing­tonian Motel, Rockville, Md. (6-7).

American Women in Radio & Tele­vision western area conference, BeverlyHilton Hotel, Beverly Hills, Calif.(7-8).

Assn. of National Advertisers fallmeeting, The Homestead, Hot Springs,Va., (9-11).

American Assn. of AdvertisingAgencies eastern annual conference,Hotel Plaza, New York. N.Y. (10-11).

Oregon Assn. of Broadcasters fallmeeting and biennial reception forstate legislators, Marion Motor Hotel,Salem, Ore. (16-17).

Broadcasters' Promotion Assn. an­nual convention, Pick-Congress Hotel,Chicago (16-18).

SPONSOR

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National Representatives:

BOB DOREASSOCIATES NEW YORK • CHICAGO

DORA-CLAYTONAGENCY ATLANTA

BILL CREEDASSOCIATES BOSTON

SAYALLI/GA TES, INC.LOS ANGELES-SAN FRANCISCO

···The Personality Twins

"SOUL RADIO" FM COMPANION TO WCHB

Inkster, Michigan-Detroit 1, Michigan

YOUNGSTOWN?

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