U65: big year for character licensing ..•. º ••• 27

tte you paying for debit decibels? . . . . . . . . . . 38tJtO equipment firm gets more mileage via radio • . 44

•

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When KSTP-TV says "Go out and huy it",people go out and huy it

RepresentedNationally by Edward Petry & Co., Inc.

TELEVISION ·CHANNELS· NBC

100,000 WATTS· MINNEAPOLIS· ST. PAUL

HUBBARD BROADCASTING, INC.

Reach whale ~arketthe ie1

Not ONE segment over and over-Whether

your product is food, drugs, gasoline, ap­

pliances, automotive, or general merchan­

dise-WGAL-TV SELLS because you reach

the whole market every time. No other

station or combination of stations in the

Channel 8 area can claim total-market reach.

MULTI-CITY TV MARKET 1

- - -- - - --- - ---- -\ ;

/ .. .,

WGAL-TVChannel 8

Lancaster, Pa.11

!eifKRepresentative: The MEEK ER Company, Inc.

New York. Chicago. Los Angeles. San Francisco

Na

11

FRIDAY AT 5--

'Pay lelevision Forces To Take Their

Case to Court after Voter DefeatIi

Los Angeles - Despite a two-to­oneslap in the face by California'svoters,Subscription Television, Inc.,intendsto take its case not only tocourt, "but also to seek redressthroughthe Department of Justice,theFederal Communications Commissionandthe Congress,so as to protect notonly the stockholders, but also thepublic,both of whom are victims ofthis vicious conspiracy."

In his strongly worded statement,SylvesterL. (Pat) Weaver, presidentof the pay tv firm, declared: "Thevotersof California have, unfortun­ately,been duped into defeating theirownbest interests by a powerful andwealthy lobby of theater owners,aidedby some broadcasters."

In a campaign memorable for its!virulence,both STY and anti-STYorcesbattled it out until the last day

~ianewspaperadsand a steadystreamof publicity releases.Also, the issueIwasdebated throughout the state, as

Tops for 'Today,' 'Tonight'New York - In what was called

"thegreatestsingle billing year in thehistoryof the two programs," NBC-

1ITV reports a record $28 million in~alesracked up for Today and the

, Tonight Show during 1964.It was also pointed out that a total

of 85 different advertisers on bothprograms contributed to the total.Today made its debut on Jan. 14,1952, and Tonight bowed on Sept.27, 1954.

Major sponsors using both shows.lmclude SunbeamCorp., Hotpoint Div.

of General Electric Co., Nestle Co.,Allen Products Co., for Alpo dogíood,and General Electric Co.

'KTLA-TV Shifts Reps

?I Los Angeles - KTLA-TV hasswitched station reps. With bill­ingsestimated at $4-5 million, theWest Coast outlet is moving fromPeters, Griffin, Woodward, Inc.,

L to H-R Television, Inc.KTLA was purchasedsometime

11 agoby Golden West Broadcasters.I

I

well asother parts of the country, withWeaverasthe principal spokesmanforSTY.

The ballot itself causedsome con­fusion among voters, since a "yes"vote for the initiative meant a "no"vote for pay tv.

As a result of STV's defeat at thepolls, indications are that the com­pany, capitalized at more than $20million, may at least temporarilyceaseoperationsin California until thequestion is battled through the courts.

Despite the California set-back,Weaver announced plans to pick upfranchises in other states "where wewill complement their present tele­vision programing with the marvelousworld of additional programing thatsubscription television offers."

Salinger RumoredFor NAB Presidency

Washington, D.C. - Latestname to crop up in the NABpresidential sweepstakesis PierreSalinger, former White Housepress secretary who was defeatedin his bid for the U.S. Senate inCalifornia last week.

When contacted, NAB's Wash­ington office disclaimedany knowl­edge of Salinger's possible candi­dacy, referring all questions toWillard Schroeder, WOOD GrandRapids, Mich., chairman of thecommittee set up to select a suc­cessorto LeRoy Collins. Schroederwas unavailable for comment.

Other names bandied about inthe past have been Rep. WalterRogers,Secretaryof the Air ForceEugeneZuckert and Fred A. Sea­ton, former Secretary of the In­terior.

Gray Apologizes, Reinstated by W MCANew York - An apology, an in­

vitation and a contract renewal werethe end-productsof commentatorBar­ry Gray's suspensionby New Yorkradio station WMCA early last week(see story, p. 17).

After closed-door discussions,boththe station and Gray issuedstatements.Declared Gray, referring to his on-airfracas with Milton Eisenberg,an aidof GOP Sen. Kenneth Keating: "Imade the error of mistaking heat forlight. I plead guilty to being a veryhuman human."

The $2000 per week personalitycontinued: "I apologizeto Mr. Eisen­berg and want to issuehim here andnow a most cordial invitation to ap­pear on the program at any time hewishes, to discuss any matter hechooses."

As for the station, it pointed outthat the reinstatement- like the orig­inal decision to suspend- was a de­cision made solely on broadcastgrounds. "The matter has been satis­factorily resolved, it might be added,without any intervention from anyoutside sources."

WMCA also noted that Gray's con­tract had been renewed for 1965. Itis estimatedthat he lost about $1700as a result of the suspensionfollowingthe election eve dispute.

Gray pointed out that his nightlyprogram was designed to introducenew ideas "and in the process wegenerate controversy. It's inevitable,I suppose,that we frequently manageto stir people's emotional juices.That's understandable. But every­body's entitled to get emotional ex­cept the moderator. That's the theory.Sometimesthe theory breaks down."

Gray will resume his broadcastduties with WMCA tonight (Nov. 9).

Vick Chemical NamesMerchandising Winners

New York - With 86 televisionstations participating, Vick ChemicalCo. has just announcedthe winners inits media merchandisingcontest. Thetop three stations were WSB-TV At­lanta, Ga., WDSU-TV New Orleans,WCAU Philadelphia.Eachwasaward­ed a trophy.

Plaqueswere awarded the 10 run­ner-up stations. These i n e 1 u d e dWFBM-TV Indianapolis, WNBQ-TVChicago, KNXT Los Angeles,WTAE­TV Pittsburgh, WISH-TV Indianap­olis, KVOO-TV Tulsa, WFBG-TV Al­toona, Pa., KCMO-TV Kansas City,Mo., KHJ-TV Los Angeles, WXYZ­TV Detroit.

November 9, 1964

81 CONTINUEDON NEXTPAGE------"

3

ll

RKO Attacks NBC-WBC Affiliation Deals

FRIDAYAT5-----------

4

all three parties in interest compete,and in fact in all markets. RKO seesWestinghouse's Philadelphia "Wind­fall" as a competitive bonanza thatwill give WBC stations the edge ov­er RKO and all other stations inbids for national spot sales and fea­ture films, as well as inside track onNBC affiliation.

RKO was on the very brink of aprofitable exchange of its Bostonstations, WNAC-TV - AM-FM forNBC's WRCV-TV-AM in Philadel­phia, until the commission steppedin. FCC would not renew the NBCPhiladelphia licenses, and thus en­able it to meet Justice Departmentdivestiture order, unlessNBC swappedback with Westinghouse, giving upthe "illgotten gains" allegedly pres­sured in the 1956 Westinghouse ex­change.

RKO wants the FCC's order heldup until the Appeals Court decidesthe case. In the event the court up­ends the NBC-WBC deal, there willbe less "unscrambling" of assetsandpersonnel than if the deal becomesafait accompli first, RKO says.

Dubonnet Doubles OrderOn 'Arthur Godfrey Time'New York - Dubonnet, whicl

recently made its network radio coast.to-coast debut on CBS' Arthur God.frey Time, apparently liked what iheard - and doubled its weekly par·ticipation on the show. The resulwas"standing room only" for Godfrey

Schenley Imports Co., U.S. mar·keter for the aperitif wines, placeean initial order for two commercial­per week for 26 weeks (seeSPONSOR11

Nov. 2, p. 15) in mid-October. Afterhearing Godfrey's way with the Du.bonnet message,the firm doubleditsorder, purchasing all the remainingavailable time on the now sold-ouishow.

Commenting on the stepped-upad·vertising, Scott Romer, advertisingdi·rector for Schenley, declared: "God·frey has done very well for Park ancTilford's Tintex and Norex Labora·tories' Amitone, two other Schenleydivisions. We felt that he would pro·vide a perfect showcasefor our ex·lpanded national sales program."

Time was purchased through Nor·man, Craig & Kummel, Inc.

A·merican Research Bureau ReportsS.ta1&·1n:zing,lfrend in Top 20 Shows

Beltsville, Md. - American Re­search Bureau reports that programs"showed further stabilizing trends dur­ing the week of Oct. 26-Nov. 1 witheight of the top 1O programs still inthe top l O and only two programsmaking the top 20 for the first timethis season.New to the top 20 wereGunsmoke and Ben Casey.

Here is the breakdown:ARB TOP 20 PROGRAMS

BASED ON NATIONAL ARBITRON RATINGESTIMATES FOR THE WEEK OF

OCT. 26·NOV. 1, 1964

Program1. Bonanza, NBC2. Red Skelton, CBS3. Ed Sullivan, CBS4. Andy Griffith, CBS5. The Fugitive, ABC6. Peyton Place I, ABC7. Bewitched, ABC8. Peyton Place II, ABC9. The Virginian, NBC

10. The Lucy Show, CBS11. Lawrence Welk, ABC12. Gomer Pyle, CBS13. Candid Camera, CBS14. I've Got a Secret, CBS

Rating Estimate29.627.126.725.724.523.923.723.523.321.320.820.520.019.B

\Vashington - RKO General hasattacked the NBC-WBC station swapordered in an FCC decision of lastJuly, from a new angle: If neitherthe Appeals Court nor the FCC willreverse commission's exchange or­der, RKO at least wants assurancethat NBC's strong affiliation com­mitments to Westinghouse stations,made in the course of the original1956swapof WBC's lush Philadelphiaoutlets for NBC's Clevelanders, willbe cancelled out.

RKO says the strong affiliationcommitments made in the course ofthe 1956 deal will hurt it not onlyin Boston (where NBC allegedlyprom­ised WBC a perpetual affiliation) butin New York and SanFranciscowhere

14. Dick Van Dyke, CBS14. Combat, ABC17. Wednesday Night Movie, NBC18. Gunsmoke, CBS19. Ben Casey, ABC20. Jackie Gleason, CBS

19.819.819.719.519.319.2

NAB Answers Sen. DoddWashington - In a polite letter

to chairman Thomas J. Dodd of theSenateSubcommitteeon Juvenile De­linquency, the NAB has said "thanks,but no thanks" to the suggestedlegalenforcement of NAB Codes on tvprograming. NAB opposes establish­ment of any type of program stand­ards by the Federal CommunicationsCommission. The broadcaster associ­ation says it shares Sen. Dodd's con­cern for youth, and agrees withneed for continuing tv program im­provement - but the responsibility inprograming must lie with the indi­vidual licensee.

NAB also agrees that the publicand community groups should b eheard about tv programing if theywant to - but NAB opposes "anyuse of government fiat to force themedia to engage in this colloquy."NAB believesthat any move by gov­ernment into setting up "specific cat­egories" of programing for favor ordisfavor, takes programing out of thehands of the licensee, and clearlyruns counter to the first amendment.

The jointly signed letter fromNAB's vice president Vincent Was­ilewski and Code director HowardBell points out that, according tothe subcommittee's own interim re­port, "research scholars are cautiousin their statementsas to possiblecaus­al connection between conduct por­trayed on tv and subsequent con­duct of the viewer." NAB says itwill cooperatein prospectiveresearch.

Fair Trial for Pay TvCouncil Backs WeaverHollywood, Calif. - Echoing

the sentimentsof SylvesterL. (Pat) , .Weaver on the defeat of STY inCalifornia, Dana Andrews, presi­dent of the Fair Trial for Pay TvCouncil and presidentof the ScreenActors Guild. called it a "tempor-. , .ary set-back."

"An incredible amount of moneywas spent by the theater ownersof.the nation to buy an affirmativevote," he declared, "but we expectthat ultimately the courts will holdthis prohibition measure to be un­constitutional."

SPONSOR

A top-drawer secret

until Spot TV changed the picture

Hudson brought the tissue box out into the open. Andthey did it via Spot TV.

Back in 1957Hudson Pulp and Paper, a regional adver­tiser, decided to compete with national advertisers for abigger share of sales.Hudson filled out its line with bath­room tissues and paper towels. And, of course, facial[tissues that made packaging history: The advertisinglcame off with the wrapper! Hudson allotted 87% of theladvertising budget for Spot TV, and was able to competeon an equal footing with national competition.

Its brands now rank 1st, 2nd, or 3rd virtually every­where they're sold. And since 1957, consumer sales haveincreasedby more than 300%.

Spot can change the picture for you. If you're a regionaladvertiser and want to introduce a new line of products,or competewith national advertisers on an equal basis inyour markets - you can do it effectively with Spot TV.TvAR can show you how to put Spot to work for you in theeight major markets where their television stations are.

You get more out of your advertising dollars when youspot your markets with Spot TV. Hudson learned thatbuying television bythe market gave themthe Showcase theyneeded. Learn foryourself. Call TvAR.

TELEVISIONADVEHTISINGHEPRESENTATIVES,INCORPORATED

Representing: WBTV CHARLOTTE (JEFFERSON STANDARD BROADCASTING CO.) • WTOP-TV WASHINGTONAND WJXT JACKSONVILLE (POST-NEWSWEEK STATIONS) WBZ-TV BOSTON, WJZ-TV BALTIMORE,KDKA-TV PITTSBURGH, KYW-TV CLEVELAND AND KPIX SAN FRANCISCO (GROUP W STATIONS)

TvAR Officesin New York, Chicago,Detroit, San Francisco, Los Angeles and Atlanta

~I November 9, 1964 5

SponsorNOVEMBER 9, 1964 • VOL. 18, NO. 45

27 1965: big year for character licensing

By sending video programs into America's homes, sponsorsfoster a whole new retail and promotion field: that of licensingtv-related commercial products

36 Tv: the (young) people's choice

Animated tv character helps attract youngstersto Ohio station's'Day at the Zoo'

38 Are you paying for debit decibels?

The sponsor whose commercial can't even be heard, says aspecialist in sound, isn't reaching - let alone, creating - cus­tomers

41 Media's all-media buyer

Tomorrow's highly trained buyer will be a specialist with topresponsibilities,according to a media man

44 More mileage via radio

Amo equipment company uses sportscastsfor on-air productpromotion and the sportscaster, himself, for extensive dealerpromotions off-the-air

DEPARTMENTS

Calendar 64 Publisher's Report 11

Changing Scene 46 Sponsor Scope 22

Commercial Critique 63 Sponsor Spotlight 60

Friday at Five 3 Sponsor Week 16

Letters 12 Week in Washington 13

SPONSOR:© Combined with TV, U.S. Radio, fMtl_I) is published weekly by Moore PublishingCompany, a subsidiary of Ojibway Press, Inc. PUBLISHING, EDITORIAL AND ADVERTISINGHEADQUARTERS: 25 West 45th St., New York, N. Y. 10036. Area Code 212 5Bl-4200.CIRCULATION, ACCOUNTING AND DATA PROCESSING HEADQUARTERS: Ojibway Building,Duluth, Minn. 55B02. Area Code 21B 727-B51 l. CHICAGO OFFICE: 221 North LaSalle St.,Chicago, 111.60601. Area Code 312 CE 6-1600. LOS ANGELES OFFICE: 1655 Beverly Blvd., LosAngeles, Calif. 90026. Area Code 213 62B-B556. ST. PETERSBURG OFFICE: 6592 North 19thWay, St. Petersburg, Fla. 33702. Area Code B13 525-0553. SUBSCRIPTIONS: U.S., its posses­sions and Canada $5 a year; $B for two years. All other countries, $11 per year. Single copies,40c. For subscription information write SPONSOR, Subscription Service Department, OjibwayBuilding, Duluth, Minnesota 55B02. Second class postage at Duluth, Minnesota. Copyright 1964by Moore Publishing Co., Inc.

6

l'resldent and PublisherNorman R. Glenn

EDITORIAL

EditorSam ElberFeature EditorCharles SinclairNews EditorWilliam S. Brower, Jr.Special Prcjects EditorBen BodecManaging EditorDon HedmanSenior EditorWilliam RuchtiAssociate EditorsBarbara LoveMelvin J. SilverbergGayle HendricksonEditorial AssistantPatricia HalliwellContributing EditorDr. John R. ThayerWashington News BureauMildred HallField EditorsErnest Blum {East)John Bailey {Midwest)Production EditorEmily BeverleyRegional CorrespondentsJames A. Weber {Chicago)Sheila Harris {San Francisco)Frank P. Model {Boston)Lou Douthat {Cincinnati)Margaret Cowan {London)

SALES

New YorkGardner PhinneyNorman GittlesonChicagoJerry WhittleseyLos AngelesBoyd GarriganSt. PetersburgWilliam BrownAdvertising ProductionLouise Ambros

ADMINISTRATION

Editorial DirectorBen MarshProduction DirectorHarry RemaleyCirculation DirectorJoe WolkingData ProcessingManagerJohn Kessler

Circulation PromotionGerhard Schmidt

SPONSOR

roiectorA deluxe model

with every featureyour program people

co u Id ask forThis new equipment does what you would expectfrom the world's most advanced television film pro­jector. It has deluxe features, like instant start,reversible operation and automatic cue. These assurethe finest quality and versatility for color as well asblack and white. Completely transistorized and auto­mated, the TP-66 is specially designed for TV filmprograrnming's faster pace.

INSTANTANEOUS START-Start and show buttons can bepushedat the sametime, since projector sound is stabilizedwithin 0.3 second.A pre-roll period, prior to switching pro­jector "on air," is not necessary. Start is instantaneous,allowing preview of upcoming film when desired.

STILL-FRAME PROJECTION-Single frames can be shownat full light level for extended periods, permitting preview offirst frame at start, or for special effects.Film is always com­pletely protected by a filter that automatically moves intolight path during still-frame use.

FILM REVERSING-Film motion can be reversed-a time­saving feature when rehearsing live or tape shows with filminserts ... or as an imaginative production device.

AUTOMATIC CUEING-For full or partial automation, filmscan be stopped and cued up automatically. This eliminatesthe needfor manually threading and cueing individual films,eliminating human error.

AUTOMATIC LAMP CHANGE-Both projection and exciterlamps are automatically switched in place, when burnoutoccurs.These time-saving features assurecontinuous opera­tion and avoid costly delays.

AUTOMATIC LOOP RESTORER-Unique fail-proof featureeliminates need for human intervention, makes unattendedoperation practical.

TRANSISTORIZED SOUND-The TP-66 can be equippedfor both magnetic and optical sound systems. Fully tran­sistorized for finest quality and reliability.

NOW BEING DELIVEREDForfull particulars,write RCA Broadcastand Television Equip­ment, Building 15-5,Camden, N.J. Or see your RCA Broad­cast Representative.

~~ The Most Trusted Name~i.: in Television\.~®

November 9, 1964

New 16mm Television Film Projector, Type TP-66

7

Shining morning face

willingly at schoolSo much to see... so much to discover ...so much to learn. And it's so much funwhen you get your picture of this chang­ing world from friends you've come toknow and love.

When Iittle girls react emotionally, theyreact whole - heartedly. As do Iittle boysfor that matter.*

It takes the professional know-how of154 WBNS-TV staffers to inspire this kindof emotional involvement, but the know­why is even more important. That comesfrom being born and raised in CentralOhio and eager to earn the continuedtrust and confidence of our neighbors.Only then can we be certain that WBNS­TV is the station where seeing is believing.

*They poured out more than80,000 nickels for fun andgames when WBNS -TV

held a day for them at theColumbus Zoo AmusementPark almost 20 miles fromBroad and High.

WBNS-TVCBS TELEVISION IN COLUMBUS, OHIO

Affiliated with WBNS Radio (AM-FM) and theColumbus Dispatch. Represented by Blair TV.

You'd crv likeababv

if you really knew what goes on at media meetings

Time short. Pressure high. Deadlines close. Media files absent.

Media decisions must be made - and you can't be there, inperson.

But SRDS is almost always':' there, and with your Service-Adsin SRDS, YOU ARE THERE selling by helping people buy.

3J

fu

jve

I()

re¡

B¡~ittAB

*In National Analyst, Inc. survey,83% of agency executives say SRDSis accessible in client meetings.

S~'DSSTANDARD RATE & DATA SERVICE, INC.TheNational Authority Serving the Media-Buying Function

C. Laury Batthaf, Presidentand Publisher5201Old Orchard Road, Skokie, Ill. 60078Yorktown 6-8500

Sales Office-Skokie • New York « Los Angeles

JO SPONSOR

. I

Publisher'sReport

There's no mystery about SPONSORAt least once a year every business paper publisher ought to tune hisadvertisers and readers in on his progress.

My first attempt along these lines was titled "One Y car in theLife of SPONSOR."We made history in those early days and l waseager to tell about it in simple, behind-the-scenes fashion. The reactionl got encouraged me to continue these personal commentaries. The peakwas reached, I think, when I wrote one headed "The First Ten ThousandPages." Soon thereafter I received a flood of phone calls and letters notonly from readers but fellow publishers as well. It developed that theredoubtable Edgar Kobak, then president of Mutual Broadcasting Sys­tem but a publisher at heart, had brought it to the attention of the Busi­ness Paper Publishers Assn. convention with the remark that it waslamentable that more publishers didn't let their advertisers and readersin on the inner workings of their magazines.

This particular column fills you in on what we've been doing S.O.S.O. means Since Ojibway.Ojibway Pressbought SPONSORlast December after many months of

negotiations. As always happens, the air before and after the sale wascharged with rumors and predictions of what was ahead for SPONSOR.

But SPONSORand Ojibway knew exactly what they wanted to accom­plish. We had devoted numerous sessionsto agreeing on objectives, goalsand procedures.

When SPONSORwas sold, the old management and the new ownerswere in full agreement.

We would work to tum out a book that offered so much to the busyagency and advertiser executive involved in broadcast advertising thatwe must become one of his reading favorites.

We would work to mesh hard news, confidential news and usefularticles into one fast reading package.

We would work to make SPONSORindispensiblc to the national spottimebuyer.

We would work to expand our 4900 ABC-Audited agency and ad­vertiser circulation to 7000 by the end of 1964.

We would work to achieve Monday morning mail delivery of SPON­SORin every section of the country so that the reader could count on aregular reading habit.

Have we succeeded?Editorially, the hard news, confidential news and articles have

blended into one smooth package. That they did blend is a miracle­ª miracle that our reader response has acclaimed throughout 1964.We've added editorial color, added newsletters, improved the staff.

Our circulation goal was met and passedwith our issue of Sept. 28.By that issue our agency and advertiser circulation, aided by a hard­hitting promotion effort, was 7793. That's by far the highest of anyABC-Audited book of the broadcast field.

The U.S. mail, with minor exceptions, is working for us. We're inmail sacks late every Friday night and on your desk Monday morning.We're told we're the only broadcast book to get good distribution thatyou can count on every Monday morning.

I expect to have more to add soon.You can expect to be kept posted.

November 9, 1964

C•C-C•C•C•C•C·C•((·(·(>(>C-C«·C·C•(•C (•(·(>(•C-C-C•C•C-C•C•C·C(•(>(-C>(-C-C•C•(•( CCC C•C•C•C·I~

_, -- .~:- .. - .

COVERAGE: WHAT IS IT?

""

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I It

A few years ago !he A. C. NielsenCompany made its las! attempt lomeasure effective coverage. In spite

of the abuses perpelrated upon thesefigures by advertisers and stationsand in spite of the techniques withwhich many found fault, !he idea ofmeasuring delivered audience rather

than signal slrength had much merit.Beller coverage by a station mus!mean more people or it doesn'tmean anvthinq. 50,000 watt WPTR

has a 50,000 wall competitor alongwith lesser signal stations ye! look at!he figures:

1O County Outer Survey Area(Pulse, July '64) 6AM-6PM, M-F

Station Per% hr.Aver.Share

24

1412

2

Per% hr.Aver.

Rating

4.3

2.72.3.4

Per% hr.No.

Homes ~••¡~•••~~•~

iI

IIIi•

If~•i•itI•

6609WPTR

Xyz

41503535

615

So you see, signal strenqthdoes not determine effeclive

alone

cover- ~•~i~i~~•••I•ii•i•e•Ii~~••••~

Robert E. Eastman Company i

i~•~.•e~~•

1540 KC !SCHENECTADY i

Perry S. Samuels ~Vice President and General Manager ~

-WPTR i; it·>•>->->->·>'>•->»->->·>·>·>->->->••»<><><>»»•»»-><o>•·>·>»»·>·>•>»»·>->•<)->04·>->.,t

age. Ask your East-man for a com-plete analysis, and remember this isjust a measurement of !he ten coun­

ties lmmed.atelv adjacent lo !he metroarea. The further away you get thegrealer is WPTR's relative lead andthe MORE PEOPLE PER $ WPTR DE-LIVERS THAN ITS COMPETITORS!

Coverage: More peopletising dollar on WPTR

per adver-

Ask your Eastman about .

WPTRRepresented by the

•••i•~l•••t••~~

50,000 Watts

ALBANY - TROY

J 1

UNBUDGETED

Because the gooey residue oftrick-or-treat candics hasn't beencombed out of the front lawn asyet, I'm reminded that on that onefun night last week I witnessed thegreatest array of living promotionspots for television programingthat a network promotion man anda client ad manager could sharein mutual dream-of-merchandisingheaven.

The seemingly endless parade ofmasked moppets costumed as thecharacters who mince, wriggle andbound across our tv screens allweek long - every week - was aprocession of short, fiat, lean, tall(for its age) and squeaky promoswith no regard for network alle­giance in the way they were paired.Nor did they display any regardfor the incongruities of couplinglive and animated facsimiles. Thefurther disregard of prime-time net­work characters fraternizing without-of-prime-time syndication per­sonalities was flaunted defiantly andfrequently at the donors of theHalloween loot.

Apart from the facility withwhich we were able to identify thesponsoring brand names that bringthe two dimensional originals tous on a night-by-night schedule,there was a monumental fascina­tion in the image of this moment­by-moment tableau going on in thedoorways of almost all of the homes,on every street, in all the cities ofthe nation. What a promotion bun­dle this could cost any client if hehad to pay for it!

The character-and-name-licensingby networks is a fat by-product pro­motion payoff for tv clients. BillRuchti takes a close look at thisgrowing industry in the story begin­ning on page 27.

I11

12

LETTERS

Curiosity over Cat?What ces eel, senores?The most popular guess here

[about the objeet in KTRK-TVHouston's ad on the cover of SPoN­sox's Spanish-language issue, Oet.19] - a not particularly attractivepieee of glass sculpture.

If not, what, picase?And the eonneetion with the sky­

line, also, please.S. PATTERSON

Cole & Weber, Inc.Seattle,Wash.

ED NOTE: This one's drawn lots ofqueries. A straw vote in the SPON­SOR offices decided that the tallobjeet looming over Houston's sky­line in the KTRK-TV ad is a glasseat. As for the connection with theskyline, maybe the station is tryingto tell us that it's "top eat in Texas."Any other ideas?

ActuarilyYour article on life insurance

companies in the Nov. 2 issue wasmost interesting and helpful. Youmentioned in it that Prudential'sThe Twentieth Century is the long­est-running, continuously sponsorednetwork publie affairs program ontelevision.

If you eheek further, you'll findthat it is the only network showof any type whieh has been fullysponsored by one advertiser 52times per year for seven, going oneight, years. Not only that: its rat­ings keep getting better as yearspass by - a tribute to the pro­gram's quality and to the tastesof tv viewers.

PAUL KELLERVice President-Research

and MediaReach, Mctllinton & Co.New York

Thorough PlauditBeyond any doubt, your recently

published feature article on Span­ish-speaking markets is the finestpieee of reporting that any publica­tion has done on this importantsegment of our buying population.

Your insight into the Latin mar­kets from the advertisers' viewpointwas penetrating indeed. The

,,..

thoroughness employed by CharlesSinclair and the rest of your edi­torial staff resulted in an authorita­tive and eonvineing story.

We would like to sec more fol­low-up articles on the Spanish mar­ket story in SPONSORmagazine.Spanish radio is rapidly approach­ing adulthood and there are manyimportant ideas and developmentswhieh are born that should nothave to wait for a onee-a-yearSpanish feature article.

WARRENSHUMANGeneral ManagerTele-Radio & Tl' Sales, Inc.New York

ED NOTE: Watch for a featurearticle on the air media in PuertoRieo in a future issue of SPON­SOR.

We Apologize

Sponsor Seope in the Nov. 2issue of your usually well-informedmagazine has succeeded-uninten­tionally I am sure-in depressingconsiderably the undersigned. Notonly was my job for the past sevenyears apparently non-existent, butso was my employer, Leo BurnettCo.

I refer to the item on page 28,''39 Million in P&G Serial Mill.''Among other erroneous statements,the production of Search for To­morrow was credited to ComptonAdvertising. Search, the longestrunning daytime serial (and seeondhighest rated weekday tv programin the latest Nielsen report) hasbeen produced by Leo Burnett Co.sinee the demise of the Milton BiowAgeney several years ago.

To itemize the errors in the para­graph referred to: (1) Five "P&G­eontrolled serials" are mentioned,but only four are listed. (The fifthis Another World on NBC-TV withproduction responsibilities handledby Y &R.) (2) As the World Turnsis a half hour in length, not onehour. (3) Edge of Night is only ahalf hour program. (4) (And mostimportant)-Leo Burnett Co. isone of the four producing agenciesto P&G productions.

FRANK w. DODGEProducer, Search for TomorrowLeo Burnett Co.Chicago

SPONSOR 'I ~vtft

· THE WEEK in W.ASHJ:NGTON__,AS VIEWED BY OUR WASHINGTON NEWS BUREAU

November 6, 1964

When politics stepped out of the tv spotlight last week, the burninginterest in the American as a voter gave way to the equally burning inter­est in the American ae a viewer and a consumer.

A move toward climax seems inevitable as government and the broadcastindustry resume their traditional dialogue on the quality--or lack of it-­of tv viewing as American family fare.

Government preeaures will come out of federal agency hearings, surveys,studies and consumer reports, past and to come, with assists from Hill com­mittees and individual legislators.

J-ndustry will rack its brains and gamble its money, study ratings andtry to keep on solving the enigma of what the viewers want, and what willbring in revenues for support of the free tv system. It will defend some­times admittedly un-defendable programing, and watch praise for its gigan­tic national affairs coverage dwindle in post-election climate.

It will keep an eye on programing on pay tv and worry over possibleorigination on CATV wires. Multiple station groups will muse over the Met­romedia move into "do it yourself" programing via Wolper production buy.

In the background of this particular government-industry standoff onthe American consumer's tv entertainment, is the election of PresidentJohnson to four more years. Johnson has declared himself for free enter­prise, and the loose-rein in agency regulation. He is also an avowed pro­tector of the consumer and American youth.

He is also a skilled politician. Consensus here is that if the tv pro­graming issue should ever erupt on a nationwide scale (and it took only onequiz show four years ago)--the President would cajole compromise from bothsides without ostensibly favoring either.

The FCC--itself hopelessly divided on its rights and duties in program­in su ervision--has been teeterin on the brink of some sort of actionsince its 19 O programing hearings. A while back, it was the business ofcomparing "performance with promise" in "overall" programing. Then it wascommunity-level criticism, to be sought by licensees.

Currently, the commission approach leans toward the revised programreporting forms--and the report of its Office of Network Study. In thelatter, author Ashbrook Bryant would cut network program ownership to 50percent of entertainment fare in prime time, set up a compulsory associationmembership with self-imposed sanctions, and regulate, not license networks.

The FCC agonized months on both items. Justifiably, it shrinks fromcensorship--but, at same time there are constant cries to "do something!"

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

November 9, 1964

••

13

IiI

THE WEEK in. WASHINGTONAS VIEWED BY OUR WASHINGTON NEWS BUREAU

Interested legislators who are prodded by letters from parents and Pl'A's,educators and church and civic groups make up the interested groups.

The blame has consistently fallen heavily on the networks, sometimesfor program choices they could have helped--sometimes for reruns of old andgory melodrama long since discarded.

Networks have two solid arguments: one against any form of censorship,and the other against self-inflicted revenue loss. As free enterprise,they rightly argue that they must win advertiser revenue, which means wideaudience acceptance for programing in prime time.

Diversity is the answer suggested by FCC commissioner Lee Loevinger,and network study director Ashbrook Bryant, but the routes differ. Loevin­ger wants the competitive diversity of many outlets on many channels by manyand diverse owners. Bryant would have diversity of program sources and"more competent decisional talent in program production."

Speaking for himself, Bryant told this reporter he feels that programproduction restricted to "too few hands" constitutes a real censorship.

Bryant acknowledges the basic industry dilemma of money versus art."This problem has always been present in creative art designed for massconsumption. Because of tv1s impact, there is a real social problem--andat the same time, there are real money problems involved for the industry.The networks would put on all-Shakespeare shows in a minute if it wouldbring in revenue. But it can1t--and never will."

On the subject of setting up "standards" for "good" programing, thestudent of a decade of network practices bluntly rejects the idea.

"The last thing I would ever want to see is a decisional function putinto the hands of the government. A lot of very responsible people whowa.nted to improve tv programing quality told us during the 1960 hearingsthat the FCC ought to set up some kind of standards--but no one has evermade it clear how this could come within the FCC's jurisdiction."

Like commissioners Loevinger and Rosel Hyde, Bryant holds the FCC canact only under strict statutory law.of obscenity, blasphemy and lottery.tional program surveillance.

Regulation does not go beyond mattersOnly Congress could set up any addi-

Bryant would like to see industry give the creative writers a "fairshake--more voice in the programing." He believes the mangle of "cormnittee"decisions among various echelons kills creativity. He mentioned testimonyto writer predicament in Merle Miller's "Only You, Dick Darling," and"I'v Viewing," written in 1962 by Columbia University 1 s Eric Barnouw.

l

Both writers were graduates of the committee decision maze for tele­vision scripters.

14 SPONSOR

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15

SPONSOR WEEK

quartered in New York, each of thenetworks and the wire services wereresponsible for a specific number ofstates with all figures going directlyto the pool.

Aim of NES was to speed gath­ering of returns, eliminate duplica­tion of effort and reduce viewerconfusion. In the past, with returnscoming in from many sources, theviewer, hopping from channel tochannel, often received conflictinginformation on the election's prog­ress.

Computers Star 1n Election Night CoverageNew York-With Network Elec­

tion Service collecting the figuresand providing them simultaneouslyto the three networks and wire ser­vices, the stars of election coverageon tv were the computers, andprobably the most frequently airedword was "projection."

Each of the networks featuredits own computer systems. NBC'swas Electronic Vote Analysis(EV A); CBS dubbed its systemVote Profile Analysis (VPA), whileABC declined to use a label.

All three networks offered pro­jections of both national and stateraces early in the evening, but, inan effort to take the onus off theprognostications, repeatedly urgedviewers who lived in states wherethe polls were still open to go out

ABC • . • "no label"!

i

I

i

CBS .•• "VPA"

W' :&WAL CUZ 2Li

NBC ..• "EVA"

16

•

and vote. Presumably, this wasdone in answer to critics of comput­erized forecasts who have arguedthat projections of victory for onecandidate or another could affectvoting patterns in areas where thepolls were still open. Some critics,particularly in California, have goneto the extent of proposing legisla­tion in this area.

Network Election Service report­edly cut about one hour and 19minutes from time necessary to tab­ulate results in past elections. Head-

Network, Wire Officials Praise NESNew York - Network and wire

service executives were unanimousin their praise of NES, the pooledelection coverage, indicating thatthe service will be used in futureelections.

"NES did an excellent job," de­clared William B. McAndrew, ex­ecutive vice president for news,NBC. "It was the best reportedelection that I've ever been involv­ed in and I've been involved inthem since 1936. I believe NESwas one of the smoothest opera­tions I've ever seen."

Elmer W. Lower, ABC Newsvice president, declared that "over­all, it has been a highly success­ful evening for NES and we caneasily improve and strengthen ourcoverage even more in 1966 and1968."

Declared Fred Friendly, CBSNews president: "I think it wasa historic night for American jour­nalism. The networks and wireservices were able to collect morevotes faster than had ever beencollected before. It was a greatbreakthrough."

Dubbing the experiment a "greatpublic service," Wes Gallagher,general manager of AP, said, "Thepooled election service providedthe public solid results far earlierthan before. The vote count wasso fast that it made unnecessarythe use of vote projections bynewspapers, since they had defin-

itc results in hand for early edi­tions."

Gallagher added: "There weresome tabulation errors but theywere quickly caught and did notaffect the reported result in anyrace."

Earl J. Johnson, UPI vice pres­ident and editor, described NESas "a well conceived and well ex­ecuted enterprise."

ELECTION NIGHTRATINGS PICTURE

New York-Here is a break­down of how the various ratingservices saw the election nightcoverage:

Share ofRating Audience

National ArbitranNBC 25.8 48%CBS 20.1 37%ABC 8.0 15%

Trendex28.418.48.3

NBCCBSABC

52%33%15%

New York NielsenWNBC-TV 28.8 52%WCBS-TV 20.6 37%WABC-TV 6.5 11%Note: Ratings covered the periodfrom 7 p.m. to 11 p.m. on elec­tion night.

SPONSOR

Hollywood Ad Club and IRTS1Announce Special Affiliation

New York-The season for rec­iprocity has apparently arrived.First harbinger was Network Elec­tion Service in which the major net­works and wire services pooledtheir coverage resources on electionnight. Latest brotherly moves in­clude announcement that the Inter­national Radio and Television So­ciety and the Hollywood AdvertisingClub have formed an affiliation, andreports that the Associated Press So­ciety of Ohio and the Ohio Associat­ed Press Broadcasters Assn. havebegun talks on the possibility offorming a single organization.

IRTS and the broadcast-mindedHollywood Ad Club have approvedan agreementthat will give membersof each all membership privilegesin the other except voting. IR TSmembers will be able to take partin HAC affairs and vice versa.

Also, each organization will haverepresentation on the other's board.in an ex officio capacity, with Har­ry Saz, vice president in charge ofmedia services, Ted Bates & Co.,Inc., New York, as the HAC desig­nate-member of the IRTS board,and Herminia Traviesas, vice pres­ident in charge of the Hollywood of-

Funt, Bendick Join ForcesNew York-A pair of broad­

cast veterans, Allen Funt and Rob­ert Bendick, have joined forces for

1thestated purpose of "developing

new concepts for a variety of en­tertainment media."

Operating under the banner ofAllen Funt Productions, Inc., pro­jects under consideration includetv, full-length feature films, andboth Broadway and off-Broadwaypresentations.

IFunt is best known for Candid

Cameraon television and the earli­er radio version. Bendick, a long-

1

time producer and director, hashandled such shows as Today andWide, Wide World, plus several DuPont specials. He also did a stint

1; as director of tv news and special.- events at CBS and was co-producer

and director of "This Is Cinerama"_. [and director of "Cinerama Holiday."

I~ INovem~r 9, 1964

fice of BBDO, as the IRTS desig­nate member of the HAC board.

Commenting on the new arrange­ment, Jack O'Mara, president ofHAC, said: "The Hollywood Ad­vertising Club, by its name and byits tenets, is basically an advertis­ing organization, but its location,history and membership have orient­ed it strongly toward broadoasting.Thus we are delighted to join forc­es with IRTS."

For his part, Sam Cook Digges,IRTS president, said "both HACand IRTS have many programswhich benefit their members andthe industry. Through mutual pro­motion and participation, the pro­grams of each will be expanded."

At a meeting in Columbus, Ohio,involving 150newspaper editors andradio-tv executives, the AssociatedPress Society of Ohio and the OhioAssociated Press Broadcasters Assn.appointed a joint committee to in­vestigate the possibility of a merger.

WMCA Suspends Gray;Charges Unfairness

New York - Charging that hefailed "to adhere to WMCA's stand­ards of fair play during an inter­view with Senator Kcating's admin­istrative assistant, Milton Eisen­berg, on an election eve broadcast,"WMCA has suspended interviewerBarry Gray.

The WMCA statement stressedthat "the suspensionwas not relatedto any editorial position taken byMr. Gray on the air. The issues in­volve WMCA's integrity, the sta­tion's standards of fairness and thecourtesy accorded to guests onWMCA programs."

For his part, Gray admitted thathe lost his temper with Eisenberg,calling him an "oily guest." That'swhat apparently caused the suspen­sion, he said. Eisenberg said Graybecame angry a number of timesduring the interview.

The suspension means a loss ofan estimated $2000 a week forGray. Substituting for Gray onWMCA's election night coveragewas Ed Brown of the station's newsand public affairs staff.

TvQ Reports 'Flipper' and 'Bewitched'Are Tops with Small Fry Tv Viewers

New York-Both moppets andteenagers have responded favorablyto the new crop of television shows,judging by a just-released reportfrom TvQ.

The six- to eleven-year-old brack­et included seven of the new showsamong its top ten, while teenagersgave the nod to eight of the newofferings among their top ten. TvQpoints out that not a single newshow managed to make even thetop twenty list of people 50 andover "who preferred to remainfaithful to such long-time favoritesas Lawrence Welk, Perry Masonand Password.

Here is a breakdown of the topten shows among the six- to eleven­year-olds as taken from the secondOctober TvQ report:

l. Flipper2. Bewitched3. Beverly Hillbillies4. Walt Disney

5. Flintstones6. Daniel Boone7. Addams Family7. Munsters9. Gomer Pyle9. Jonny QuestFavorites among the teenagers

included:l. Bewitched2. Gomer Pyle3. Bonanza4. Man From U.N.C.L.E.5. Fugitive5. No Time for Sergeants7. Flipper7. Shindig9. Daniel Boone9. Gilligan's Island9. McHale's Navy9. Patty Duke ShowTvQ points out that its compar­

able report last year showed theyounger children's list with fivenew shows and the teenagers' listwith three.

17

SPONSOR W'EEK

Rep ExecStressesTv's Contribution to EconomyPGW's Lloyd Griffin emphasizes television's ability to

reach great numbers of people in short amount of time

Tulsa-Citing television'snation­al accomplishmentsas a sales andbusinessstimulator, Lloyd Griffin,tv president of Peters, Griffin,Woodward, Inc., station reps, lastweek told a meeting of the TulsaAdvertising Federation that theheart of television's importance tothe advertiseris "its ability to reachgreat numbers of people quickly,to demonstrate and display a newproduct or service-in short, totake the advertiser's product andhis salesmenright into 30 percent,50 percent, 75 percent of all tele­vision homes in the given marketin a matter of two or three days."

Griffin summarizedtv's contribu­tion to the Tulsa economyby point­ing out that since 1949, approxi­mately $35 million was spentin theTulsa tv market by national adver­tisers. In the sameperiod, an evengreater amount-$35 million to$40 million-was spent in the pur­chaseof tv sets,he said. Also, Tul­sa consumersspendabout $16 mil­lion dollars a year for maintenance,repairs and electricity to keep theirtv setsoperating.

Griffin added:"Thesedirect ben-

f[I

Griffin • . . "sales, business stimulator"

cfits, however, are dwarfed by theeffects of television's influence onthe sale of goods and services inthe Tulsa market. Groceries,drugs,automobiles, gasoline, insurance,clothing, appliances-all the thingsthat give lift to our economy, thatmake jobs in stores,in factories, inmines, farms and transportation."

Griffin said that in the 15 yearssince tv came to Tulsa, per-familyretail salesin Tulsa have increased

TelePrompTer Reports Record EarningsNew York-TelePrompTer Corp.

reports that its nine-month earn­ings "continued at a record pace"with net income of $288,198 on agrossrevenueof $3,375,929.

This representsa jump· into theblack over the previous period lastyear when the firm reported an op­erating loss of $65,529 prior to aspecial credit of $142,595. Grossreceipts in 1963 for the first threequarters were $2,919,070.

Third quarter profits were alsoup, from $7841 last year to $47,-709 in 1964.

Irving B. Kahn, chairman andpresident, said that the continued

satisfactory results in the thirdquarter, traditionally a slow periodin TelePrompTer's principal activi­ty of community antennatelevision,assured the company of the mostsuccessfulyear in its history.

The firm acquired CATV sys­tems at Horseheads,N. Y., andTuscaloosa,Ala., during the thirdquarter bringing its total of ownedand operated systemsto 16, serv­ing an estimated 200,000 viewers.

In addition to its rank as thesecond largest CATV group own­er, TelePrompTer also offers closedcircuit tv and other servicesfor in­dustrial meetings, special events.

18

by $1654 per year, or $1.6 millionannually for each 1000 families inthe Tulsa market.

"We do not for one moment be­lieve that advertising is solely re­sponsiblefor this increase,"Griffincontinued,"but it hascertainly con­tributed most substantially. News­papers, magazines,radio, outdoorand all other media were part ofit, but television is the only newselling force that has been broughtinto the market in the past 15 yearsand national advertisershave spentmore money in this new mediumthan in any other."

Griffin's talk before the TulsaAFA was at its "Salute to TulsaTelevision" dinner held to honorthe community's three tv stations­KOTV, KTUL-TV and KVOO­TV.

Xerox Special To Be AiredOn National Spot Basis

Hollywood, Calif.-The first ofthe Wolper-produced specials forXerox, Let My People Go, will betelecast in 175 markets on a na­tional spot basis during a one­week period in March, 1965.

Wolper Productions points outthat this is the first time in its his­tory that Xerox has sponsoredashowin this manner, "joining otherWolper sponsors-Timex, Shulton,Liberty Mutual Insurance, Tidewa­ter Oil, etc.-which have utilizedthis effective plan for reaching itsnationwide market."

Xerox has five other specialsinthe works, but whetheror not theywill be aired on a national spotbasis or on a network has not yetbeen determined.

The premiere show is a docu­mentary about the exodus of Jewsfrom Europe and the formation ofthe state of Israel.

Another program scheduledforZerox will be The Making of thePresident 1964, a sequel to Theo­dore H. White's The Making of thePresident 1960, also bankrolled bywritten, with White handlingthe script.

SPONSOR

NO OTHER PUBLICATION IS.

19

SPONSOR W'EEK

RAB's David Sees Radio 'Creativity Explosion'Tells Midwest ad execs creativity advantagesaccount

for one-third of radio business;criticizes tv trend

KansasCity, Mo. - Underscor­ing what he called a "creativityexplosion" in the past 18 months,Miles David, administrative vicepresident of Radio AdvertisingBureau, last week declared, "Asmuch as $100 million of radiobillings nationally and regionallyresult from the ability of radio ad­vertising to say it better than anyother medium."

The RAB executive's remarkswere in a speech before theannual Ideas Today convention for500 Midwestern ad executives.Theconvention is sponsored by the

ABC-TV Plans OriginalHour Dramas Next Season

New York-In what could beconstruedas an answerto critics oftelevision who have bemoanedthevirtual disappearanceof anthologydrama (i.e. Studio One and Play­house 90), ABC-TV is planning aseriesof hour-long original dramasfor the 1965-66 season.

Dubbed Crisis', the series willfeature on-location production viavideotape and will have HubbellRobinson,programingchief for CBSduring the heydayof anthologydra­ma, asexecutiveproducer.Producerof the series will be Robert AlanArthur, another tv drama veteran.

Commenting on the new series,Edgar J. Scherick,ABC programingvice president, said, "It [Crisis!]will mark a renaissanceof televisiondrama,and its potential for dramaticexcitementhasalreadyrekindledtheenthusiasmof many of the writers,directors and performers who wereimportant to tv in its early daysandwho have gone to other fields."

Schcrick said that among thosewho have expressedenthusiasmforthe new series are John Franken­heimcr, Sidney Lumet, ReginaldRose,Gore Vidal, Merle Miller andJason Robards, Jr.

20

Kansas City Advertising & SalesExecutives Club.

Declared David: "The creativeadvantagesof radio account for asmuch as one-third of radio's na­tional-regional business today, be­cause there has been an unprece­dented increasein use of imagina­tive techniquesin radio's commer­cials - a creativity explosion."

Arguing that the best comedywriting in America today is beingdone for radio commercials, Da­vid pointed out that the creativityresolution was not confined to anyone type message- that in addi­tion to mastering humor, radiocopywriters have learned to makemore imaginative use of sound ef­fects and have learned to "putsell into the music to accompanythe sell in the words of musicalcommercials."

David added that the only com­mercials revolution comparable tothe one taking place in radio isnow occurring in tv. "The trend to­ward fantasy," he said, "is now

sweeping through television withabout the samespeedthat the risein creativity hit radio."

Expanding his thesis,David wascritical of the trend in tv com­mercials. "Radio's creative revo­lution was balanced," he declared."Imagination took effect in a vari­ety of ways. Television's trend istoward fantasy - with magical 1

things happening to housewivesinthe kitchen - and is usually clum­sy by comparison.And like every­thing else in television it is, un­fortunately, a copycat revolution."

Looking into his crystal ball,David predicted that in 1965 manyagency copywriters will actuallyask to be assigned to radio, "re­versing the trend in which a radioassignmentwas almost like being 111

sent out to the branch office."David also predicted that in the

future "more and more of the 11 ~best television commercialswill bescenicwallpaper usedaseye-restersto accompanythe sound-trackof aradio commercial. As it is now,manyof the best tv commercialsareradio tracksaccompaniedby visuals. 1

Their sell is in the sound." •I 1

zation of the advertisedproduct."In the courseof demonstrating

examples of creativity in radiospots, Alter had a word aboutthe use of music. "There is agrowing skill, almost a technol­ogy, in the effective use of mu­sic," he said. "Years ago,a com­mercial was consideredsuccess­ful if the music didn't drownout the words. Today every sec­ond of musicaswell as the spok­en words are planned minutelyfor maximum effort."

Alter, by way of summary,declared, "Radio sells well notonly becauseof the audience itdelivers but becauseof the wayit is being used."

RAB: Picture Absence Added Dimension in RadioToronto - Also beating the

drums for radio creativity lastweekwas Robert H. Alter, RABvice president and director ofnational sales (seestory above).

Declared Alter before theRadio and Television ExecutivesClub of Canada: "The absenceof a picture is an added dimen­sion in radio advertising. Oftena picture interfereswith the sell­ing messagebecausepeople maynot visualize your product ex­actly as the picture shows it."

The RAB vice president add­ed that it "has been said manytimes but never often enoughthat radio allows the consumerto createhis or her own visuali-

II fil

iCU.

SPONSOR 1 ~''

GOP Protests Election Day SpotWashington, D. C.-A five-min­

ute Democratic political talk airedon NBC-TV's Today last weekstirred up a hornet's nest, with thepossibility of legal repercussions inone state.

The talk, taped by vice presiden­tial candidate Hubert Humphreyfor airing election morning, drewthe fire of GOP chairman DeanBurch who labeled it an "irrespon­sible, last-minute blow beneath thebelt after the bell had sounded."

In Minnesota, the talk was airedon KSTP Minneapolis-St. Paul,and drew the comment from the

I Republican state chairman that itclearly "violates the Minnesota Cor­rupt Practices Act."

l KSTP general manager StanleyHubbard, Jr., pointed out that the

1station had no prior knowledge of

the show, indicating that it "caughteveryone flat-footed."

In Waseca, Minn., where the an­nouncement was also noted, EinarIverson, Waseca county attorney,said he was requesting District JudgeJohn F. Cahill to assemble a grandjury. 'The evidence should be sub­mitted to the grand jury for pos­sible prosecution under the Min­nesota Corrupt Practices Act," Iver­son said. (Violation of the Minne­sota Corrupt Practices Act con­stitutes a gross misdemeanor punish­able by up to a year in jail or afine of up to $1000 or both.)

Hubbard said he felt the incidentwould probably be classified as amisdemeanor for which the finewould be $100. Minnesota attorneygeneral's office said enforcement ofthe law is up to county attorneys.

1 CBS and Yankees Make It OfficialNew York - The wedding cere­

mony was conducted with onlymembers of the immediate familypresent. William Paley, CBS boardchairman, and Frank Stanton, presi-

1 dent, last week met behind closed1 doors with Dan Topping and DeliWebb, co-owners of the New YorkYankees, to sign the papers thatput CBS into the baseball business.

The signing was without fanfare,in striking contrast to the furor pro­voked when word of the sale wasfirst leaked.

Throughout the storm that fol­lowed and the threat of anti-trustaction, CBS has stoutly denied anyulterior motive in its $1 1.2 millionpurchase, insisting that ownershipof the Yankees would not give¡CBS-TY any bargaining edge in bid-

lding on future baseball telecast".Also denied was any suggestion thatCBS bought the baseball club toprotect itself from any future pay-tvincursions into sports.

The statement at the formalsigning simply said: "CBS confirmedthis morning that its acquisition of80 percent interest in the New York[Yankees became effective today.

'

Under a five-year contract, DanTopping will be president and chiefexecutive of the New York Yankees,¡Inc.. continuing his former function.

)~ November 9, 1964

Ralph Houk will be vice presidentand general manager."

The last obstacle to the sale wasremoved a few days earlier whenthe Justice Department decidedagainst an anti-trust suit. The pos­sibility of future action by the de­partment would depend on howCBS handles the Yankee operation.Point at issue was whether CBS, al­ready a potent force in the enter­tainment world, should be allowedto extend its influence.

Mitch Miller AppliesFor D.C. UHF Station

Washington, D.C. - "Singalong"Mitch Miller, trading as AllAmerican Television Features, hasapplied for UHF channel 50in this city. Miller told theFCC he is aware of stiff com­petition facing him, with fourVHFs in the area, one educationaland one commercial UHF (WOOK­TV, which is Negro-oriented).Miller optimistically hopes tobreak even on first-year estimatedcosts of $350,000.

Programing plans are largely forhalf-hour syndicated, film and onefeature film nightly, plus two MitchMiller half-hour shows: Eveningwith Mitch on Saturdays andYoung America Plays and Sings,a live music-education featureweekday afternoons.

The Mi11er application containsa blast at rating services made inhis talk to the Pennsylvania Broad­caster Assn. only six days after thethree-and-a-half year Singalongshow was cancelled at NBC. Mitchdisclaimed any "sour grapes" atti­tude, but he said ratings didn't telladvertisers what they needed toknow about product identificationand quality of shows to promote aparticular product.

The Si11ga/011gstar, once in thetop-1 O rated shows, said adver­tisers use "scatterplan" becausenetwork programs are so alike asto be practically interchangeableto an advertiser.

Smiles apparently still prevail in the CBS-Yankee affiliation. Shown here at the official announce·ment of the transaction in August are William S. Paley, CBS board chairman, with Daniel R.Topping, St., (left) president and chief executive officer of the New York Yankees, Inc. and Del E.Webb, a co-owner of the baseball club. The signing last week was quiet in contrast to thefirst word of the sale two and a half months ago.

21

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'22

SPONSORSCOPE---------

Alberto-Culver won't have a single spot, outsideof network, running in all of Hawaii. Reason forthe spot tv blackout: the Hawaii stations arc notonly charging what is tantamount to a 100 per­cent premium for piggybacks but have relegatedmulti-product commercials to non-prime time.Alberto-Culver spot schedules are still out of theIndianapolis and Grand Rapids-Kalamazoo mar­kets.

PROBING THE CURRENTS AND UNDERCURRENTS OF 8ROADCAST ADVERTISING

The prime 20 needs promoting

There's a rather soft market for prime 20sbetween now ami the start of the pre-Christmasspot tv season. What threw this situation intosharp relief: mass exit of the politicals, Handicap­ping the disposal of the open 20s is the fact thatthere arc only four to five weeks between nowand gift selling time. A national advertiser who'sinclined to start a schedule in November might notcotton to the idea of having to confine his scheduleto four to five weeks, because the spots after thathave been sewed up by the holiday crowd. Asfar as national spot is concerned, the sale of theprime 20 is a continuing problem. The TvB hasbeen talking about focusing some of its sales pro­motion effort on this problem, such as a specialstudy on the effectiveness of the 20, as againstminute announcements. The TvB realizes thatthe obstacle to be overcome with regard to the 20is not so much the attitude of the media man asthat of the creative tribe. The writer, naturally,wants as much time as possible in which to trans­mit his message,and hence a minute is far moreto his liking than 20 seconds. The media man mayhave his own idea of the 20's superior efficiencyand prestige (adjacency to a network program),but repeated over-rulings at group sessions havemade him rather gun shy.

Looking into all-night radio

Feelers are being put out by some major ac­counts that would prove something of a boon forclear channels, or stations with protected skyways.The target of these feelers is all-night radio. Thetwin attraction: (I) tremendous coverage withlow cost, (2) reaching people who stay up latebut don't cotton to the late, late movies. The ad­vertiser interest could have been inspired by thesuccess that American Airlines has had with itsMidnight to Dawn music program in nine markets.The campaign was renewed for another five yearsa couple months ago.

Alberto-Culver exits Hawaii spot

Alberto-Culver can't be said to be inconsistentabout its policy on piggybacks in spot tv. Theconsistency has been carried to the point where

Mars now also in network tv

Mars candy bar is back on network tv afterabsence of two years. It's spending about $280,-000 for 54 minutes on CBS TV's Saturday morn­ing line-up. The allocation: 18 minutes, TuxedoJunction; 18 minutes, Tite Jetsons;nine minuteseach, Flicka and Tite Alvin Show,Mars will con­tinue with the Stan Freberg commercial in spotradio. Last year the confectioner spent about$140,000 in spot tv. Incidentally, the candy barbusiness seems to have had a healthy comebackfrom the slight depression it suffered during the'50s. In 1960 the bar industry had a retail salestotal of slightly over $700 million. Two yearslater the tally edged over $740 million and for1963 the figure was $750 million. The candyfield, in general, also has been doing well. TheU.S. Department of Commerce reported thatbulk sales for the six months of this year were5.5 percent over the like period of 1963 and 12percent over 1962. P.S.: Mars followed up itsCBS buy with a wrap-up 51 minutes in NBC­TV's Saturday morning sector at a commitmentof $250,000. Shows: Hector Heathcote, Under­dog, Fury, Fireball XL-5, Dennis tite Menace.

Tight tv market for candymakers

Talk about the resurgence of a product cate­gory in a medium, there hasn't been anything inyears like what's happening with candy makersin Saturday morning network tv. Of the 23 showsin that area which, of course, takes in the threenetworks, 17 of them have candy advertisers.Three of the shows arc owned or controlled out­right by advertisers, which leaves but three pro­grams in which additional candy people can par­ticipate. The situation suggeststhat spot will prof­it from the overflow. Another busy field among

SPONSOR I H1v11

network kid programs and daytime generally isthe beverage market. Includes Koolaid, Fizzies,High C, Hawaiian Punch, the Canada Dry fruitdrink line. Welch's Grape Juice is about to jointhem.

Purolator's harvest from spot tv

Spot tv can point to Purolator Products, Inc.,as one of its most recent successstories. For thefirst six months of 1964 Purolator spent $776,500in the medium, which was more than twice ($333,-21O) the spot outlay for the entire year of 1963.The payoff is reflected in these figures: for thefirst nine of 1964 Purolator reported sales of$48,541,531, as compared to $45,033,603 dur­ing the like span of 1963. This $3.5 million dif­ference in sales represented an additional netprofit of $1 million for the oil filter manufacturer.The account's at J. Walter Thompson.

Radio for bank's name buildup

Rather offbeat for bank advertising and acompliment to radio: the schedule that the UnitedNational Bank of Miami is now running. Thebank won't open for three months, but in themeantime there'll be commercials daily to plantthe bank's name in the listener's memory. Theusual practice in advertising bank openings is tostart the campaign two or three weeks in ad­vance.

Do ratings make the image?

Another myth about the business that mightbe laid to rest is that each tv network, from theviewpoint of advertisers and agency, has its owndistinct image. That credo went out of fashion,you might say, with the preachment of sponsoridentification. If there's any image that the generalrun of buyer is inclined to give special considera­tion it is the rating dominance of the network.The sophisticated buyer knows that if the ratingof a program is high enough his audience willinclude every one of the five quintiles. In otherwords a rating, say, of 30 will spread-eaglepractically every segment of the demographicspectrum. Scan the sponsor lists of the current

season's nighttime network schedules and you'llfind the same product classifications on each ofthe networks. With rare exception, cf ficiency(cost-per-thousand) is the keynote that sets thepower budgets gravitating to one network oranother. That even applies to the cultural andpublic service specials. To cite the latest case inpoint: 3M has just committed itself for six suchspecials on ABC-TV, via BBDO, at an expendi­ture of $2.5 million. Had the rating picture notveered so strongly in ABC-TV's direction, thefavored recipient of the plum could have beenCBS-TV or NBC-TV.

ASCAP issue: in-store displays

ASCAP and the Bartel group's WADO NewYork are engaged in a dispute that should interestother broadcasters. The issue: is ASCAP en­titled to a fee on spots traded with a super­market for the privilege of placing an in-store dis­play of goods advertised on the same station?Bartel's contention: by insisting on collecting forthe spots given the supermarket as well as thosebought by the displayed goods' advertiser,ASCAP is practicing "double taxation."ASCAP's rejoinder: the spots granted the super­market are an open consideration for the useof the store's facilities and therefore constitutea separate transaction for time. ASCAP asks thatit be paid an added fee based on the cardratcvalue of the spots allocated to the supermar­ket. The station further argues that it has gainednothing material, for itself, in the exchange.ASCAP counterposes: in principle, the stationhas gain something for itself, in that the in-storedisplay, whether explicit or implicit, was an in­ducement to the goods' manufacturer in his pur­chase of time.

Media directors like their [obs

Timebuyers may do an inordinate amount ofjob hopping but, in contrast, their media directorbossesare a pretty stable lot. At least in the top25 agencies, the rate of turnover among mediadirectors, over the past four years, can be countedon less than the fingers of one hand. Of the fourchanges, which didn't involve promotions orsplitting of authority, the two notable ones took

- CONTINUED ON NEXT PAGEw '

November 9, 1964 23

-SPONSORSCOPE---------PROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVERTISING

place at McCann-Erickson and Y &R. If there'sa moral in this. it could be: media directors as awhole aren't given to using the job as a platformfor their own advancement.

Peak daytime for first quarter

Look for a virtual sellout situation in daytimenetwork tv to carry over into the first quarter of1965. Tending to support this expectation: P&G,General Foods, Dow Chemical and Scott Paperhave all indicated to the networks they'll be heavy­ing up daytime spreads come January. For Gen­eral Foods, in particular. the proposed move isreal news. Until the current quarter GF was in­clined to look upon daytime as a second-classcitizen.

Advertising ratio vs. GNP

A deplorable trend that the world of advertis­ing might ponder: In 1960 advertising expendi­tures constituted 2.37 percent of the gross na­tional product. In 1963 the ratio dropped to 2.20percent. At this rate advertising's total share ofthe total economy, it is predicted, will slide off to2.17 percent by 1970. The reasons for the down­ward drift has been a topic of conjecture amongstatesmen of the advertising field in recent years.One basic reason cited is the snobbishly indif­ferent attitude toward advertising at the corporatetop level, an attitude that might be largely dueto their personal remoteness from the actualmarket place. An isolated throne room, paneledin oak, is not, it might be said, conducive to anintimate experience of the interplay of advertisingin the moving of goods or the molding of a cor­porate image.

Next with cold water detergent?

Soap marketers report that both P&G andColgate have their labs hard at work on themission of developing a cold water detergent,which, of course, would compete with All's (Le­ver) cold water version. The chances arc thatwhen P&G comes up with a cold water detergentit will promote it under a new brand name, in­stead of harnessing the new detergent to an cstab-

24

lishcd brand, like Tide, for instance. Anyway,that's been the company's way in branding sig­nificantly different product spin-offs. However,it did make an exception of its shortening fluid.It couldn't make up its mind whether to namethat fluid Puritan or Crisco, but a market testconvinced it to use the same name for the fluidas the plastic shortening.

'Mr. Mayor' spinning off suit?

The world of Captain Kangaroo may be in­volved in internal litigation. Mitchell Hammil­burg, co-partner with Bob Kccshan in the Cap­tain Kangaroo property, is reported on the vergeof filing a $1O million suit naming CBS-TV aswell as Keeshan. The action stems from the cir­cumstance, allegedly, of Keeshan going entirely onhis own when he set up Mr. Mayor for the net­work's Saturday schedule. Hammilburg's purport­ed claim: the Saturday event is just an offshootof Kangaroo and he should have been declaredin for a share. Mr. Mayor's revenue from pro­graming alone is worth something like $500,000a year.

Tv booms with trade groups

Deemed by advertising sages as a mark ofqualitative recognition is the use made of amedium for institutional purposes. Chalk up tvas loaded at the moment with kudos of that sort.There are 1O trade associations with active budgetsin the medium. It's a record tally for a singlequarter. Following is a roster of these accountsand what section of tv they're in:

GROUP SECTION

American Dairy Assn.

American Gas Assn.

American Iron & Steel Institute

Brazilian Coffee Growers

Glass Containers Manufacturers Inst.

Institute of Life Insurance

National Cotton Council

Nat. Fed. of Coffee Growers of Colombia

N.Y. & New England Apple Institute

Savings & Loan Foundation

Network

Network

Spot

Spot

Spot

Network

Network

Spot

Spot

Network

Note: It's not uncommon for members of atrade association to complement an association'sspot activity with local campaigns of their own on

SPONSOR I:""'

the same theme. An example of this is: Jones &Laughlin Steel Corp., in three markets where ithas plants.

NBC probes the hair tint market

The hair coloring market has been about thehottestof them all in the beautyaid field the pasttwo or three years.To get a measureof its ownon the product'suse,NBC-TV had Brand RatingIndex do a study along that line among, as itturned out, 4273 women. The findings includedthese:(1) 23 percentof the women quizzedsaidthey did their own hair tinting, (2) 43 percentofthe 23 percent had jobs outside the home, (3)25 percentof the 23 percentwere daytime view­ers of NBC-TV, (4) 19 percentof all the womenwho said they watcheddaytime tv had part-timeemployment.The 19 percent ratio suggestedaninterestingsidelight for advertisers,namely this:almosta fifth of the daytime tv audienceis com­posedof womenwho have self-earnedmoney tospend.

Posing a critique of new NSI

Someagencyresearchershaveraisedthe ques­tion of validity about one facet of the revisedNielsen Station Index. They're referring to theproposed technique of borrowing data from aprevious report to put into a current report. Un­der the newNSI procedurea market surveywouldbe composedof two elements: (1) the nucleusbasedon the most recent measurements,(2) theoutside area factor-day parts, fringe time, etc.-borrowed, if Nielsen so elects,from previouslyused data. Key point of the criticism: the NSInumberscould tend to look bigger than the ARBnumbers.

Tv shows come to JWT's rescue

Credit JWT with the faculty for conjuring upthe right answerin tv wheneverthings get some­what sticky with a client. The agencydid it inthe late '50s with Perry Como for Kraft, withHazel three seasonsago for Ford and just thisseasonwith Bewitched for Quaker Oats. Theagency'srecord for picking 'em, say, over the

past IOyears,may not be any more distinguishedthan any other upper-rank shop, but its knackfor landing the marines at the zero hour putsJWT pretty much in a classby itself. In agencylingo the synonymfor overcominga client crisisis "putting out the fire." JWT, apparently, canalmost alwaysrely on tv to do the job.

Nighttime sales peri< at NBC-TV

For a pre-election week it was a busy onefor NBC-TV nighttime sales.For example, Gil­lette (Maxon) wanted to make sure that it wouldhaveits six weekly minutes intact in the Wednes­day Night Movies and so it extendedits contractfrom 26 to 39 weeks.(In the warm weatherGil­lette waxesheavily with its Right Guard deodor­ant.) Union Carbide (Esty) bought some addi­tional minutesfor its Glad Bagspromotion. R. J.Reynolds picked up a minute in The Virginianfor the first 1965 quarter.

A look back at CBS

Somenotesabout the beginningsof CBS thatmightcomein handy for the hoopla that will markCBS, Inc.'s move to its edifice in RockefellerCenter. (I) The original flagship of the Columbianetwork was WOR New York, managedby thelate Alfred McCosker, (2) the first presidentwasAndy White, who was among the first name an­nouncers,(3) the network's first advertiser,asidefrom the ColumbiaPhonographCo., which found­ed the network, was EmersonDrug, (4) date forall this: 1928.

Prospects for anniversary specials

NBC-TV would like to sell specialsto ElginWatch andHamm Brewing to help themcelebratetheir 1Oüthanniversariesthis year.Also to Amer­ican Tobacco. Canada Dry, Hunt Food Indus­triesandSohenley'sRomawine to mark their 75thyears.For 1966 the network will be putting outsimilar reminders to National Carbon, Sherwin­Will iams and SoconyMobil regardingtheir lOOthand to Thomas J. Lipton and Sunbeam anenttheir 75th. Also due to celebrate the 75th nextyear but not a likely special sponsor: BBDO.

ilNovember 9, 1964

~I

25

is unique

Florence

Shewalks in beauty,

vital as the television market she

symbolizes.Florenceis

unique-the largestsingle-stationmarket

in the nation. No other single

medium effectively serves

this growing agricultural-

industrial area.

®wBTWFlorence,SouthCarolina

Channel 13 Maximum power • Maximum valueRepresentednationally by Young Television Corp.

A JeffersonStandard Station affiliated withWBT andWBTV, Charlotte

aa --t.._- ~ -:¡ SponsorNOVEMBER 9, 1964

19 6 s: big

character

year for

licensing

By sendingvideo programs into America's homes, spon­

sors foster a whole new retail and promotional field:

that of licensing television-relatedcommercial products

•Every five or six years (clue: thetime span between a child's birthand go-to-schoolage), a new tidalwave hits the $350 million field ofcharacter-merchandising. In theearly 50's, it was Howdy Doody;then, a toddler's age later, Davy

Crockett. Now 1965 promises an­other high-watermark.

What this means, of course, isthat every sponsor of a merchan­dised tv program or namestandstogain millions of additional expo­sures throughout the nation (in

NEWEST TREND: Success of serious recordings cleared way for sober·minded books, both here and abroad. "The Defenders" appears in Danish(middle, left) while "Thinking Machine" (same row, right) is German.

Ncvember 9, 1964 27

ABC's Pleshette

CBS's Benson

NBC's Lunenfeld

28

• • • character licensing

some instances, the world) throughtv - related merchandise in storesshop-windows and counters, plusads in other media.

And the tv networks. with a fullroster of merchandise-ripe programsand characters, arc ready. Each hasat least one superior candidate forthis season'sbig splash:

• NBC-TV's is Daniel Boone,asportrayed by that familiar West­erner, Fess Parker. and alreadywinner of an all-out welcome fromlicensed manufacturers (see SPON­SOR,July 6, p. 16). This promotionwill be a hot one, possibly a con­troversial one and certainly one towatch. A full month before the showwent on the air Sept. 24, some 14,-000 dozen Daniel Boone tee shirtshad already been sold.

With 36 licensees signed and acomparable number in the works,Norman Lunenfeld, manager ofmerchandising, NBC Enterprises,sees "every indication of enormoussuccess ahead."

• CBS considers western mer­chandising at an ebb, will be banking(literally) on that redoubtable andprofitable hoyden, My Fair Lady,the show CBS bankrolled on Broad­way and that is now in national dis­tribution as a movie. A "very ex­tensive" group of products will bebearing the Fair Lady ligature, mostof them intended for adults:Schrafft's chocolates, Lady Arrowblouses. Hanes stockings. Forth­coming are dresses, raincoats, cos­tume jewelry.

Murray Benson, director of li­censing, CBS Films (a division ofCBS Inc.), reports that his depart­ment has bettered its record everyyear for the last five "by a substan­tial margin," is currently enjoying"the best year we've ever had."(Last year. CBS Inc, itself. admittedthat merchandising income had tre­bled in five years' time.)

• ABC, deeply entrenched witha long and profitable Combat mer­chandising line, has another sure-firewinner on the line with its new pro­gram, The Addams Family. Morethan 60 different items will tic in

with this wise (sales-wise) entrantthat straddles both the expectedvogue for "monster" merchandisingand the perennially profitable areaof just plain fun.

Eugene Pleshcttc, ABC vice presi­dent-merchandising, notes that char­acter licensing is intended to pro­mote and is therefore "an important ,ancillary to network programing." 1

As for The AddamsFamily, he putsa friendly finger squarely on theirfunny bone when he says "Theythink they're normal."

Even moderate successfor eachofthese three big entrants will meanthat the networks collectively shouldmore than match the $200 millionthat they probably added last yearto the exclusive (but hardly limited)field of merchandising. Other com­panies that share the field with thenetworks include: Walt Disney, JaeAgency, Licensing Corp. of Amer­ica, Music Corp. of America, Screen 'Gems and Western MerchandisingCorp. (see chart). In combination,these nine leading merchandisers un-doubtedly activate retail sales that 1 ,

measure in the hundreds of millions 'of dollars no small feat consideringthe field's modest price range: from '5 cents for bubble gum (with tradingcards enclosed) to $25 (for fine artbooks, some clothing).

The Sponsor'sGain

As mentioned, tv sponsors stand 1

to gain extra exposure through mer­chandising.

The chain may seem circuitous:By seeing a sweatshirt on a counter 1

(or a teenageboy), the consumer isvisibly reminded of the tv show thatinspired it; in turn, he may think ofthe advertiser that supports theshow.

But if he doesn't think that far, .he presumably is encouraged towatch the program. Failing eventhat, it's believed he is at least en- 'couraged to watch television.

Thus, results are cumulative (and,of course, immeasurable. Yet, thetheory remains that the greater theover-all tv audience, the greater are

I

SPONSOR

sponsor sales likely to be. Andevery bit helps.

Advertisers in general go alongwith it. Jn years past, it hasn't hurtat all to be associated with the tvhero of the moment, whether Hopa­long Cassidy or Kukla. With sub­sequenttv cost spirals, however, andthe resulting trend towards today'sprogram participations, sponsors be­came only too grateful for every in­stance of promotion that the pro­gram itself could muster.

Agency thinking on the subjectruns something like this: If tv justdelivers us the viewer, we'll take theresponsibility for delivering a goodsound sell to him.

For the few advertisers who mayhave reservations, however, one factstandsas conspicious and immutableasa mesa: In edging away from solosponsorship, advertisers have alsomoved away from program control.The decision (to license or not tolicense) rests with those who retaincontrol - producers, networks orother owners.

The Network Slant

For the tv networks, merchandis­ing is considerably more than a

.profit-making sideline. All three ofthem value it first of all as still an­other way to promote their primaryproduct, that is, the tv programs

, themselves.Says CBS's Benson: "The prime

consideration is not just to make1 moneybut to enhancethe popularityand prestige of the programs thatwe're merchandising."

SaysABC's Pleshette: "This extraarea of exposure calls attention toour tv programs in other advertising

1 media, in stores, in markets . . .therefore it is not our purpose tolicensejust for the sake of licensingwhen products are unrelated to pro­gram content."

Says NBC's Lunenfeld: "Ofcourse,the program comes first."

The effectiveness of tv merchan­dising, Lunenf eld continues, is based011 several critical factors that, hecontends, have "revolutionized thepurchase of toys:"

(1) Tv builds recognition. "Thewhole things boils down to recogni­tion, which is, after all, what any'brand' is built on." And a regularnighttime network program yields,say, a 5-year exposure that ulti­mately numbers in the billions -

¡~ November 9, 1964

vastly more than any one manufac­turer can afford. But a product cor­related to the program can sharethat exposure and ride its momentumtowards sales success.

(2) "There's no retail help ofconsequence any more," Lunenfeldcontinues. Whether in supermarketor department store, the customeris pretty much on his own when itcomes to making a selection. Thus,if he's to be sold at all, he must bepre-sold - before he ever gets intothe store. Tv does this pre-selling forcharacter-licensees, thus "takes careof their advertising effort."

(3) Tv's impact, in fact, carriesover to the moment of truth - i.e.,the instant that the customer, atpoint-of-purchase, makes up hismind. At that moment, only thepackage with its tv image is there topersuade him. (One recent result:Many toy packages are tending tobe larger and thus more insistentsalesmen.)

In summary, Lunenfeld explainsthat "winning recognition throughrepetition" is all that any form ofadvertising tries - painfully hard- to accomplish. "We in merchan­dising do the same thing - butpleasantly - because our sellingoccurs in the program's entertain­ment area."

ABC's Eugene Pleshette (fatherof actress Suzanne Pleshette) addssome observations: Merchandisingproves most effective when it's net­work prime time. "Later than that,it becomes limited - chiefly toadults."

Merchandising resolves itself intoa liaison service, usually betweennetwork and manufacturer, butPleshette recently was go-betweenfor the U.S. Air Force and Auroraplastics, who needed details of Bl 7sin order to duplicate accurately theplanes seen on Twelve O'clockHigh.

Although many manufacturerswatch tv closely with sales-trainedeyes, the merchandisers, too, must"find elements in their programsthat appeal to the audiences eachprogram is reaching."

ABC-TV's Addams Family, forexample, is served by "The Thing,"an unattached hand capable ofreaching out of a mail box to acceptletters from the startled postman(see cut). For idea-man Pleshette,this inspired a "Thing bank," whichis neither bank nor toy yet hopefully

will appeal both to child and adult:You put a coin in an outside grooveand a tiny hand reaches from insidethe box to grab and retrieve themoney. By late summer, well beforethe program's Sept. 18 preview, itsmanufacturer had four factoriestooled up for production in anticipa­tion of sales in the "hundreds ofthousands" at $3.98 retail.

Thus, "sales stimulation stemsfrom the tv program," Plcshette con­tinues. "lf the product itself fails,however, there will be no re­peats ... "

Letting licenses can be a difficultsell, according to CBS's Murray Ben­son. "It's intangible. You have noproduct to deliver, only a name anda likeness." Even so, networks aremore and more on the receiving endof calls from manufacturers withideas related to television.

Signing-Up Procedure

The usual procedure goes some­thing like this:

A manufacturer will contact CBS,for example, for permission to manu­facture a nurse costume as a tie-into The Nurses. Once Benson, likehis prototypes at the other networks,is assuredthe product meetsnetworkstandards (i.e., is in keeping withthe program, not detrimental to it,not salacious, harmless for childrento play with and the like), he grantsthe manufacturer an exclusive li­cense.

In return, the manufacturer de­livers a cash payment (which variesaccording to the retail price andsales potential of the product), asan advance against network royal­ties (which are almost invariably 5percent of the manufacturer's ship­ping price). A chief reason for theadvance is to give networks a guar­antee that the manufacturer willfollow through, as licensed. Certain­ly, the networks aren't, as sometimescharged, in the business for the ad­vance payments alone. As ABC'sPleshette points out, "That's notenough. What we seek is a continu­ing sales performance throughoutthe life of the program."

In the case of a new tv show, theproduct is licensed, informallytested for final design features,finally put into production and re­leased to retail outlets through themanufacturer's usual sales and dis­tribution channels. Then, everyone

29

..., character licensing

THEI COMINGoF~CHRIST

RENEWED TREND: "Steady sellers" among records taken from sound tracks of each network'smore notable documentaries also reflect adult interest in products made familiar by tv.

crosses his fingers and hopes the tvshow will be a hit.

"There is just one qualifying de­tail," saysLunenfeld ironically. "Theshow must stay on the air."

"It all reverts to television wherethe original 'sell' is made," Pleshetteexplains. "The minute the programis off the air you can take your tvmerchandise and go home."

If the tv program is a success,however, chances are that the mer­chandise, too, will prosper. For ex­ample, games like "Concentration"have sold as many as 5 million setsfor a retail gross of about $20 mil­lion. Daniel Boone merchandising(and its "Trailblazer Club") willreceive extra impetus from 5 millionGold Key comic books (WesternPrinting) monthly! The "VideoVillage" board game continues tosell, has reportedly reached the half­million mark even though the pro­gram it's named after has been offthe air three years. Rod Serling'sbook based on "Twilight Zone"(Grosset & Dunlap) sold an impres­sive 82.000 copies at $3.95 a yearago; result, although the program isoff the air, is "Twilight Zone Re­visited" this year. And even if theCivil War fad didn't materialize in

30

the toy field, southern-drawl tvshows like Beverly Hillbillies arehotcaking a great variety of tv mer­chandise, especially in the Southand Southwest. Another tv game,Beat the Clock, is played in almost5 million living rooms around thecountry, thanks to merchandising.'The Fortunes of War," a bookbased on CBS-TV's Twentieth Cen­tury episode, became a monthlyselection offered by The HistoryBook Club.

Not Without Problems

That's the way it's supposed towork. But, of course, there arehurdles along the way.

For one thing, each network haslearned (sometimes the hard way)the value of dealing only with reput­able manufacturers. And since "thechildren's market is the backboneof profit," as ABC's Pleshette putsit, merchandisers are automaticallythrust into close touch with theclutch-and-claw toy business.

NBC's licensing of "Fess Parkermerchandise from the Daniel Boonetv show" is thus being watched withinterest. The lengthy identificationand specific inclusion of Parker's

name arc safeguards against m­fringemcnt. The problem is thatBoone's name, as that of an actualhistorical personage, is in the publicdomain.

To be "utterly safe" aboutpoachers, N BC's Lunenf cld hascalled into play his 1O-year backlogof legal practice in New York (almamater: Columbia) and has postedwarnings in the toy-industry tradepress: "Picase take notice that anycompanies which attempt to manu­facture or sell merchandise whichis in any way identified with ourDaniel Boone television show or itsstar, Fess Parker, will be vigorouslyprosecuted to the full extent of thelaw." Even if the warning doesn't assuch make the industry take notice,its force as a promotional statementundoubtedly will.

For all their upsets and ulcers,networks receive good rewards,however, for merchandising is oneform of promotion that pays off indollars as well as publicity. Abouthalf of merchandising's annual vol­ume (an estimated $350-400 mil­lion at retail) stems from network-jlicensed products, on which theycollect a 5 percent royalty. That $5million melon is probably split sothat NBC gets 40 percent; CBS,another 40 percent, and ABC, 20jpercent. That puts each network'stake at an annual $1-2 million whichmust, in turn, be shared with partici­pating producers and performerswhose names (or properties) areused. Nevertheless, it's a remarkablygood promotion department thatmakes any profit at all!

In Retrospect

Character-merchandising, as iswell known, began in 1933 whenone manufacturer, inventive in the1face of the depression, decided totry making some Mickey Mousedolls.

The toy business has never beenquite the same since. Mickey's I ·(and subsequently Minnie's) earlylsuccess was followed in 1935 withcurly-haired dolls in the image ofShirley Temple, and their colossal'success removed any doubts aboutthe impact of character-licensing.From Maine to the Monterey pen­insula, little girls lay down in storeaisles and screamed until they gotone.

Although children's persistence •..

SPONSOR

MAJOR CHARACTER MERCHANDISERS AND PROPERTIES •ABC (17 titles}Wide World of SportsAlumni FunBurke's LawCombatDay in CourtDiscoveryGeneral HospitalHootenannyJimmy DeanMickeyOne Hundred GrandPeyton PlaceThe Addams FamilyThe Fugitive12 O'Clock HighVoyage to Bottom of SeaWendy and MeCBS (24 titles}Baileys of BalboaCaptain KangarooDeputy DawgGilligan's IslandGunsmokeHave Gun, Will TravelHeckle and JeckleHector HeathcoteLariat SamMighty MouseMy Fair LadyPerry MasonRawhideSergeant BilkoThe DefendersThe Living DollThe NursesThe Twentieth CenturyTippy Toes the Wonder HorseTongaloaTrackdownVideo VillageWanted, Dead or AliveWhirly BirdsNBC (22 titles}Astro BoyBonanzaCaptain Bob CottleCar 54, Where Are You?Chet HuntleyConcentrationDaniel BooneExploringFuryJayne MansfieldJeopardyKentucky KidLaramie90 Bristol CourtRitts PuppetsSay WhenThe DoctorsThe RoguesThe Story ofUpdateWord for WordYou Don't SayLicensing Corp. of America ('28}American HeritageArnold Palmer

BatmanBattle LineBook of KnowledgeBook of Popular ScienceBullwinkleCarol HeissDobie GillisEmmett KellyFirebaII XL-5GaylordGomer PyleGuy LombardoHorizonLittle Golden Book TitlesMr. MachinePat BooneRocky and his FriendsSam HuffSuper CarSupermanTammy DollThe Diner's ClubThe RiflemanThumbelina DollTwinkles, the ElephantWonder WomanWeston Mdsg. Corp. (34 titles}Archie Comic CharactersBirthday HouseBrenda leeBugs BunnyCandid CameraCompton's Pictured

EncyclopediaCourageous CatDavid LaddDr. KildareEllsworth Elephant55 Days at PekingHarry's GirlsHow the West Was WonJames Bond Motion PicturesKing Kong - GodzillaMGM Animated CartoonsMr. NovakMutiny on the BountyRipcordSonny FoxSoupy SalesTales of the Wizard of OzTennessee TuxedoDonna Reed ShowFall of the Roman EmpireThe LieutenantThe Mighty HerculesNew Adventures of PinocchioPatty Duke ShowThe Weird-Oh'sWorld of the Brothers GrimmTom & Jerry CartoonsTravels of Jaimie McPheetersUniversal Picture Co. CharactersMusic Corp. of America (13 titles}Challenge GolfJohnny MidnightKarenMagic Land of AllakazamMcHale's NavyMr. Ed

The MunstersThe VirginianThree Little PigsTruth or ConsequencesUniversal City - Entertainment

Capital of the WorldUniversal Movie MonstersWagon TrainJae Agency (22 titles}Adventures in ParadiseBen CaseyBreaking PointBy the NumbersCareful my LoveDondiEnsign O'TooleFair ExchangeJunior All StarsLaurel and HardyMargieMcKeever and the ColonelMy Favorite MartianQ.T. Hush, Private EyeRobert Taylor DetectivesTarget, the CorruptersAndy Griffith ShowDanny Thomas ShowGreatest Show on EarthThe Law and Mr. JonesThe Lucy ShowThe UntouchablesScreen Gems (9 titles}The FlintstonesHuckleberry HoundNaked CityQuick Draw McGrawRin Tin TinRoute 66Ruff & ReadyTom CatYogi BearWalt Disney (27 characters}Alice in WonderlandBabes in ToylandBambiChip and DaleCinderellaDaisy DuckDonald DuckDumboGoofyHuey, Dewey & LouieLady and the TrampLudwig von DrakeMary PoppinsMickey MouseMinnie Mouse1O1 DalmationsPeter PanPinocchioPlutoScampScrooge McDuckSleeping BeautySnow White & Seven DwarfsSong of the SouthSword in the StoneWinnie the PoohZorro

November 9, 1964 31

_..

• • character licensing•

hasn't changed much, selling tech­niques have, and merchandiserswere quick to demonstrate theirproducts on tv or - better still -to use tv characters as modelsfor their products. And the childmarket (especially toys) remains theKlondike of their business.

To reach it, network merchandis­ing divisions or their licensees un­failingly spread their efforts like awinning poker hand before the play­ers that count: SearsRoebuck (bothfor retail and catalog sales), Wool­worth's (as chain-store giants),A~IC or Allied stores (for depart­ment-store distribution) and - al­though distributors are reluctant toadmit it because of the concessionspurportedly involved - leading dis­count houses, too.

Buyers for such organizations,diamond-hard from their long pro­fessional exposure. are not an easybunch to woo, still more difficult towin. (The typical toy buyer, evenfor dolls, is a "mature" male whotakes bis work seriously and who isalways asking for "somethingnew.") While most manufacturersconduct at least informal testing oftheir new products ("My kids thinkit's great"), there's no real way forpre-selecting a major seller fromthe outright dud.

Says one pro in the field: "Youdon't really know - you neverreally know. It's as exciting a busi­ness in that sense as the entertain­ment business, itself." Toys espe­cially depend on an elusive some­thing called "play-value," whichroughly means "the amount of at­tention implicit in an item." Strongplay value holds the child's atten­tion, while a "flash" toy (like awind-up rabbit) remains unchalleng­ingly predictable and shortly mono­tonous. Actually, there's only onefinal test: the child, himself.

NBC's Lunenfeld says that tele­vision has revolutionized toy pur­chasing in two ways: ( 1) ··Tv-ad­vertiscd toys are the ones that move- rapidly." (2) Tv-liccnsing pro­cedures have automatically encour­aged the centralization of toy pro-

32

duction into fewer. larger firms. Thishas occurred because tv advertisinghas notably shortened the timeneeded to introduce a new toy suc­cessfully, increased urgently theneed for bigger advertising budgetsand has even managed to erase theheretofore seasonal aspects both oftoy manufacturing and of toy sell­mg.

Department store buyers, for ex­ample, formerly had committedtheir annual budgets by September.would only order an occasional"special" after that. Now, as late asmid-December they'll order any­thing strongly promoted on tv, Andto fill such orders. manufacturersare as deeply in production in Janu­ary as they used to be in June.

Where, 1O years ago, there was adoll manufacturer or a producer oftoy guns exclusively. there is todaya giant like Louis Marx & Co. (out­put: possibly as much as 8 to 1Opercent of the industry's total) orMattel (a comparable sales gross:$96 million a year), with its dolldivision, toy gun division, etc.

Consider the activity of RemcoIndustries. one of the larger manu­facturers. Most of its $3.25 millionadvertising budget is going intotelevision this year. but not to sup­port the "monster" fad that thecompany expects to ride. (Its dollswill duplicate characters both fromCBS"s The Munsters and ABC'sAddams Family.)

In fact. according to The NewYark Times,"The company believesthat the television shows themselvesconstitute a built-in advertisingprogram. Remco figures that theMunsters will record some 982 mil­lion advertising impressions over a52-week period and that the Ad­damseswill ring up one billion view­er impressions."

Xew :\lcrchandising Trends

Surging into newly stronger posi­tions this year are several noticeabletrends which, however obvious,nevertheless have predictive mean­ing:

...•

ABC's perennially popular 'Combat' (above)and its new 'Addams Family' (right) ...

( 1) Merchandising has ceasedtobe "kid stuff' in any sense of theword, is being extended so that tv- ·licensed products appeal to teen­agers (as with lunchboxes), adults(casual wear) and also the well ieducated (books) - in short. con­sumers of all ages and many tastes.While many of these items don't de­pend so heavily on the enthusiasticpersonal association that a child. forinstance, may obtain from owning a ::~Terry T0011 hand puppet. the point- • :::·of-purchase impulse that oftencinches the sale remains a productof tv-associated recognition.

(2) Toys and tots will probablyalways deliver the most merchandis- 1

inz dollars. but diversification hasIal~o introduced clothing lines. Thisis most notable in boys' wear, whichnow abounds with such useful anddurable goods as tee shirts, sweatshirts, jackets. Today's youngsters

·~

SPONSOR

¡_-,

...e

... have sired some 100 items betweenthem, from toy guns to toy "Things."

can sport a Combat-inspired fieldjacket, replete with shoulder patchesor a Daniel Boone leather jerkin.(Frontiersmen seldom wore deer­skin shirts, as so often depicted,becausethey got as soggy in an old­fashioned rainstorm as a chamoisgets today in washing a car - anddried just as stiffly.)

While novelty hats remain very1 popular, they're not responsible forthe biggest earnings, says CBS'sMurray Benson, whose office hasa pegged hatrack that's filled with

1 headgear. At least two problemshover over hats: Profitably, theyshould be wearable both by girls andboys. Few are. And, unfortunately,their sales depend more on gim­mickry than on their performanceas headcovering. Better sellers areproducts useful in their own rightthat have the television gimmick asan extra value.

November 9, 1964

Puppets, sunglasses, lunchboxes, like these NBC-licensed items soon addup to a roomful, (see top) as demonstrated by css~licensed products.

Of course, some novelties proveageless.To refute the adage that tvmerchandise is effective only for thenew crop of programs, Benson re­ports that his young daughter is wildabout a red and yellow sweatshirtwith a cape attached, immediatelyrecognizable to tv regulars as theinsignia (with proper colors) ofMighty Mouse. Interestingly, theprogram is older than the girl is.

In what was admittedly a far­fetched invention by ABC's mer­chandisers, the name of TroyDonahue lent saleability to a line ofteenager's cotton dresses becauseeach bore a "Troy Donahue" tagthat served to enter its owner ina date-Troy-Donahue contest. Withless maneuvering, sweat - socksbearing his name proved - tojudge by teenage reaction - justplain sexy in their own right.

But the clothing trend includes

more than sweatshirts and socks.Pajamas are big this year andmasquerade costumes and masks(thanks to the expected "Monster"craze) are expected to be. Evenbliuses, pillows, towels, bandannasand cocktail napkins will be en­listed in promotional support ofABC-TV's Addams Family. In fact,one manufacturer is licensing fab­ric designs so that listeners canmake whatever article of clothingthey choose.

(3) While merchandisers haveno intention of neglecting the toyand novelty fields, they've realizedthat publishing, too, offers a strongprofit potential and has largelyremained unplowed. This area isremunerative because, dependingon the book, the network may getas much as 1O to 15 percent ofthe hardcover retail price, from 4to 10 per cent on a paperback. Al-

33

• • • character licensing

so since networks see merchan­dising as extra program promo­tion, books especially are favoredbecause they can lie around thehouse for months, reminding theoccupants of the tv program. Ina library, their promotional valuesurvives for years.

Books run the gamut. Theystart with story, coloring and com­ic books for children, usually atmodest prices. In the enormousmiddle ground of soft-cover pub­lications lie many volumes thatmerely borrow tv titles or char­acters in order to narrate other­wise original stories. In "GeneralHospital," described as "an origin­al novel based on the popularABC-TV show" (Lancer Press, 40cents), a famous dancer can nolonger walk . . must her will tolive also die? The Combat-basedseries have such subtitles as "Men,not Heroes;" "The Story of Fight­ing Men and Their Women." Al­so in this middle ground are Hoot­enanny songbooks ($2.50 hard­cover, 50 cents soft) and the Bev­verly Hillbillies' "Book of CountryHumor."

At the top of publishing listsare the few fine volumes that arebeginning to make sales sense."Dialogues of Archibald Mac­Leish and Mark Van Doren" (Dut­ton, $5.95) goes beyond their tvprogram of a couple of years agoto include virtually their entire,unedited conversation. Advancereviews hailed it as "profound, ima­ginative, illuminating . . " ABC isresponsible for "How PresidentsAre Elected," while CBS keyedits Tour of the White House i nbook form. NBC's story of Christ­mas as told in great paintings ispublished as "The Coming ofChrist" ($17 .95). To appear thisfall: Simon & Schuster's "The DayThat Life Begins" (written by anABC-TV producer) and a semi-his­torical "Saga of Western Man,"based on ABC public affairs pro­graming.

CBS, which usually supplies the

34

editors for the books it licenses,has a careful researcher in Mur­ray Benson, who reads every oneof the books his department putsout, serious or comic. "I haveto," he reports, "to make surethere aren't legal or promotionalproblems involved." Benson, a for­mer NBC staff announcer on How-

BIG MONEY GAME

N B C - TV's "Concentration,"which premiered Aug. 25,1958, has had an averageweekly costof about $25,000.That brings its total six-yearproduction bill to $7.8 million.

A licensed by-product ofthe show, the game called"Concentration," has sold 5million sets for a retail grossof $20 million. In other words,to play the tv game, the pub­lic has paid almost triple thecost of the program, itself.

dy Doody, got into character-li­censing when he started to handlerequests for Howdy Doody items,has been in it ever since.

(4) Another path that networkmerchandisers are pursuing: phon­ograph records. Few merchandisedtitles have hit the big time in thedifficult and parochial recordingfields, but, says Benson, "Theyprovide a lot of steady sellers."Similarly, NBC has realized con­tinuous royalties from recordedspectaculars, special holiday pro­grams and the like.

Virtually everything at ABC ex­cept the sound of the drinkingfountain in the hall has been puton record, from martial and thememusic for a "Combat" pressing to"The Basic Issues" of the Johnson­Goldwater positions, interpreted

with fairness and equanimity by theABC News Department for Pur­chase Records. Educational re­cordings on folk music or outerspace and side-products of thenetworks' Discovery series havebuilt children's records into an es­pecially saleable line.

(5) Another notable trend isthe merchandising of films. Thisgives networks a splendid chanceto recoup some of the many dol­lars that high-cost, carefully pro­duced public service and documen­tary programs have consumed.

1"And on library shelves," saysCBS's Benson, "films keep forev­er."

'~

Probable leader in distributing 'tv documentaries is Encyclopedia ·tBritannica Films, Inc., which sellsor rents to schools, colleges, uni-

1,

versitics, libraries and adult-educa­tion centers. Shorter films in 15-jor 30-minute versions are favored,

1but longer programs (like NBC'shour-long The River Nile) findwilling buyers when the qualityis high. The first three NBC pro- ·r;

grams adapted by EBF were Cu-,ba: Bay of Pigs (an Emmy-win- ...ner); Birth Control - How? and1

the Civil Rights documentary, The. :11

American Revolution of '63. Like-:Iy future candidates after their tele-:casts this fall are the forthcom-ing color films on the Louvre and. .,the French Revolution. 1

Much of ABC's film backlog is'available through Carousel Filmsand, again, includes an impres-: ·11

sive list of programs produced by ·~the network's public affairs divi­sion. While most programs are of: ~general interest, a few are of par-, rticular value to special groups -among them, the ABC study ofthe Vatican and Pope John XXIII..

But it is CBS that claims lead-1

ership in film merchandising. The. .network has 200 titles available, ~~in educational format and morel .~:than 30,000 prints in circulation. -·each perpetuating the life of a ,~tv program well beyond the date¡of its first broadcast. They cover1 ~dtopics ranging from the fall of Hit-, :ler to the sharp rise in popula-, "~

]'ti on. '

Benson says that the CBS vol-, ,ume of film merchandising "fa» ~exceeds" that of the other net- ,;;.works.

The 16 mm CBS films arc available from McGraw-Hill, Carousel

SPONSOI

Contemporary Films and others.Prices arc $135 for a half-hourprogram; $250 for the hour-longproductions. Still the same astwo years ago, prices have delib­erately been held down in order toget the educational product outand to extend the life of the pro-

1 grams. Steady customers includegovernment agencies, armed forces,many industrial companies.

Whereas tv films are expectedto have immediate pertinency, thenon-theatrical product is a better

' seller if it is not "too topical."' Like books in a reference library,' the films should be timeless rath-

er than timely.1 (6) In the over-all approach to¡ merchandising (where each net­

work has a broad variety of prop­erties to vend), it's obviously bet­ter business not to play the wholefield but to detect your strength

1 in advance, then parlay it for allit's worth.

Again, take ABC's Combat asa sturdy example. This program

I sired nearly 50 different items,most of which proved durably

1 profitable: toy soldiers, leatherholsters, bubble gum and inlaid

1 puzzles, Fighting Infantry game,Anzio Beachhead game, toy tom­my guns and helmets, etc.

1 Such in-depth promotion some-times leads to unexpected splash­es, like skipping a stone acrosswater.

1 Consider the book, "F.D.R.,"($10, Harper and Row) published

I at the suggestion of ABC. InitialI saleswere good, but will undoubted­ly become still better as soon asABC's 26-episode series on thelate president begins in January.Result: the network and publisher

~have collaborated again to pro­duce a soft-cover version of thesame photograph-rich volume -timed, of course, for a January ap­pearance.

And that still isn't all of theABC-FDR boom. The network

1 plans to use 14 hours of tapes,recorded by its news staff withthe late Eleanor Roosevelt as shereminisced about her husband, asthe basis for two long-playingColumbia records. Says ABC'sPleshette, "We operate across theboard."

And CBS has matched t h eTinker-Evans-Chance triple playwith a film-to-book-to-record pro-

November 9, 1964

motion of its own: Their startingpoint was the Army-McCarthyhearings on television a decadeago. Recently, the network reeditedits kincscopcs and released some­thing like 90 minutes for theatreshowings under the title, ''Point ofOrder." As a "movie" showing inart houses, it won critical applauseall over again, was subsequently soldfor tv showings in England by ATV.And now the kincscoped film, inturn, has cleared the way for arecord of the sound track, plusa book.

(7) Never formidably exclu­sive when it comes to seeking mer­chandising advantages, networks

•TREND: Children's c I o thing like "FessParker" pajamas and the "Kukla" costume,is joined this year by items designed foradults, such as "My Fair Lady" blouses.

have sometimes farmed out theirtv properties to firms other thantheir own merchandising depart­ments. CBS's "The Munsters," forexample, is being promoted via arock 'n roll single recorded byDecca records, but under the mer­chandising aegis of MCA Enterpris­es. Such deals sometimes crosswhat would otherwise be unex­pected lines - for example, themerchandising of an NBC proper­ty on CBS-owned Columbia rec­ords. Not unlike his confreres atCBS and NBC, ABC's Pleshetteestimates that about 1O percentof his network's properties "arecommitted elsewhere."

( 8) And now tv character mer­chandising is reaching beyond do­mestic markets to include manyforeign nations, as well.

CBS, for example, depends onfilms-product salesmen to repre­sent its merchandising from CBSfilm offices in 25 major citiesaround the globe. Representativesare briefed in person, directed bytelex and, when necessary, by tele­phone from New York headquar­ters.

Similarly, NBC tv titles and per­sonalities arc popping up in anynumber of books and games print­ed in foreign languages, includingJapanese. "Merchandising a n dfilms abroad are leapfrogging,"says Luncnf eld. "One follows theother."

ABC licensing is conductedthrough film syndication staffs inEngland, Germany, Scandinavia,Japan, Australia and Latin Amer­ica. As with other networks, thehome office retains product ap­proval.

So, it would seem, the little wheelthat came out of the great wheelsof tv programing may run away withit all in the end.

Not so, says ABC's Pleshette."You can never lose sight o fwhat comes first. You're essen­tially selling the tv screen. Afterthat, anything else is secondary."

NBC's Luncnfeld frankly hopesthere's more to come. His favor­ite dream is that an image devel­oped strictly for merchandising -a Green Giant and an Ajax knightin armor - will star on its ownas a tv entertainment personality."So it'll be coming the other way,"he explains, "from the store shelfto the tv screen."

"We'll do the best job we can,"says CBS's Benson, "'producing pro­ducts that'll reflect credit on ourprograms - and on our network ..There'll be no 'outlandish' per­centages because it's the consumer,in the end, who has to pay."

Whatever's to come in the fu­ture, merchandising has already,in 30 fast years, left a firm im­print on U.S. life and mores. Andthe most comprehensive - if un­intentional - tribute paid to thewhole effort came from C.D.B.Bryan, a young novelist who re­cently won the biennial Harperprize worth $10,000. When askedif he didn't agree that his awardhad been very well promoted, hereplied. "Yeah. but where are theC.D.B. Bryan tee shirts and sneak­ers?"+

35

Tv: the (young)

• The popular, animated tv char­acter, Magilla Gorilla-and char­acters from the program as manu­factured by Ideal Toy Co., the pro­gram's sponsor - helped attractyounsters to the fifth annual WTOL­TV (Toledo) Day at the Zoo.

Theme for the eight-hour outingwas a comical, "Elect the people'schoice, go ape and rejoice: Magillathe Gorilla for President."

To carry it out, WTOL gave go­rilla buttons to the first 20,000

through the zoo gates, also had 100"convention workers" (including a20-piece band) help the childrencast ballots on real voting machines,lent for the day by the county elec­tions board. Toledo's Mayor JohnPotter addressed the group, whilethe vice-mayor and a city council­man helped judge a gorilla postercontest that drew 2000 entries.

Winners received more than 100Ideal toys and prizes, mostly inthe form of stuffed gorillas. Ideal

Ed Justin, merchandising manager of Screen Gems, applauds nominee.

36

An estimated 10,000 people await1 p.rn, opening of gatesfor fifth annual WTOL·TV (Toledo)"Day at the Zoo."

people's1 e

Toys' advertising manager, AbeKent, gave out the prizes as EdJustin, merchandising manager for 1

Screen Gems who promotes Magilla, 1

applauded from the sidelines.To complete the tv-oriented day, .iJ,

"Miss Ann" of WTOL-TV's Rom- I ·-,11

per Room led the children in singing !u1

for the Toledo zoo director.Similar Magilla promotions, avail­

able to stations and stores through 1

Screen Gems, have been held in ~Muskegon. Mich. (Sept. 26), In-

Major drawing card: Magilla Gorilla, the Iv character, who was upfor election as President as main feature of voting·themed activities.

SPONSOR

choice

dianapolis, Ind. and Reading, Pa.(both Oct. 3) and are scheduledfor Minneapolis, Oct. 22-23; Boston,Nov. 6-7; and Abilene, Nov. 27-28.

Just how effective is such a tv­merchandising pull?

Judge by the numbers that turnedout in Toledo: Zoo attendance rec­ords for the year were smashed by

I the children and adults who par­ticipated: the total attendance was55,340.

Ideal Toy's Abe Kent distributes prizes.

November 9, 1964

New dimension inweather shows isgiven by regular tele·casts of Nimbus eye·view of entire East·ern part of UnitedStates on WSM-TV.

Station engineers tin.kered helical antennato pick up tv signalof Nimbus satellitefor Nashville viewers.

Weather show gets boost

from outer space

• The weather always makes news in Nashville.Perched on the edge of the Highland Rim of the Cum­berland Basin, Nashville residents are constantly alertfor cold fronts, which penetrate the Ohio Valley, low­pressure cyclonic developments in the Southwest andthe Gulf, and other quick-change weather situations.

Small wonder that the weather shows on Nashville'sWSM-TV include Gulf Oil, Greyhound, Neuhoff Pack­ing, Trustworthy Drugs, Household Finance, First Fed­eral Savings & Loan and American Bread. For tv dial­ers, weather information in Nashville helps to deter­mine everything from how Junior will be dressed forschool to how major businesseswill operate the follow­ing day.

Recently, WSM-TV decided to go a step further inits weather reporting. Station engineers, following upa brainstorm of station president John H. DeWitt, Jr.,pieced together a $700 "junkyard" antenna and tunedin on NASA's "Nimbus" weather satellite high in orbit.Since late August, these Nimbus pictures have beenshown, via tape, in the station's 30-reports-weeklyseries. Reaction from both viewers and sponsors is"excellent," says the station. +

37

Carson New York's Berry

• Background noises that accom­pany most radio-listening and tv­viewing make it imperative that thesponsor's message be delivered byan announcer whose voice can beheard.

Otherwise, says Sidney N. Berry,president of Carson New YorkCorp., film producers and audio­visual specialists, the advertiser issimply paying for "debit decibels."

"The sponsor has got to find avoice that'll cut right through theclatter at the listener's end," thissound expert insists, "and still notbe swallowed up."

An announcer's voice can betested for this in advance by mea­suring its range with an oscillo­scope.

Although human voices varyenormously, they generally modu­late somewhere between 175 cyclesand 4000 cycles, as measured onan oscilloscope, Berry continues."Those that track consistently be­tween 450 cycles and 2500 cycles,however, arc the best for broad­casting and the most audible," hecontends. basing his statement on"hundreds of voice tests" he has

38

Are you paying I I

NBC's Frank McGee, WCBS' Lou Adler .•. "like a bell."

conducted "over a period of years."Voices under 300 cycles (that is,

most basses) or over 5000 cycles(the high sopranos) are generallydifficult to hear in transmission.They are even more difficult in re­production.

In particular, this audio special­ist continues, the typical bass (orsoprano) lacks overtones. And itis overtones that increase audibilityand intelligibility by suggestingsympathetic vibrations with soundsthat are both higher and/or lower.

This phenomenon can be de­monstrated on a piano.

"Strike a middle A," Berry pro­poses, "and you get overtones -that is, harmonic vibrations fromthe octave above and the octavebelow, which enrich and empha­size the principal tone."

"But it won't be the same," hewarns, "when you strike a highC. The sound at that level doesn'thave enough overtones to stimulatethe other octaves."

Thus, it is the middle range -not only for the piano but also forthe human voice - that promisesthe greater overtones. And, as a

result, it yields the greatest strengthwhen broadcast.

Who are some announcers thathave penetrating middle - rangevoices?

Berry feels that both Frank Mc­Gee of NBC and Lou Adler of CBS :"come through like a bell."

Among women broadcasters,Nancy Dickerson of NBC has avoice that is "very fine," whileMary Pangalos of WCBS-TV'sNew York news staff also has a 1

"good penetrating voice."He also cites Betty Furness as

a model of audibility. Her broad­cast strength comes from havingessentially the same vocal range ofDinah Shore, whom Berry calls"the perfect example of an audible,intelligible voice." (Many singers,he notes, fail the test completelyand are genuinely difficult to hear.)

Don't confuse vocal range withother factors, Berry warns, such astalking speed, delivery method, larticulation, loudness - althoughmost professionals will call suchfactors into play to give color totheir speaking and, hopefully, tohelp you understand them better.

:u1

:IIfor

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SPONSOR

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The sponsor whose commercial can't even be heard, says a spe­

cialist in sound, isn't reaching - let alone, creating - customers

lor debit decibels?

NBC's Nancy Dickerson, WCBS-TV's Mary Pangalos ... "penetrating."

'- \' I

1 Berry holds, however, that the an­nouncer who talks too fast or ad-

1heres to the current fad of "whisp­ering" is doing disservice both toaudience and sponsor.

The vocal problem isn't so con­. spicuous on tv, he continues, "be­

cause even when you haven't. caught the exact word, you can

sometimes 'understand' by watch­ing the announcer's mouth."

The problem is acute with radio,however, especially with car, por­table and/ or transistor sets. Mostof the latter, for example, cut offbelow 500 cycles and rarely receiveanything above 3500. And even

I with the standard AM receiver, onlya really good set is capable of re­ceiving the full range of a station'soutput.

Moreover, radio-listening has leftthe relative quiet of the living roomand moved into the hullabaloo ofbeaches, picnics, highways. On acar radio, for example, the announ­cer'svoice has to clear such formid­able (and sometimes simultaneous)obstaclesas the drone of the engine,the rush of wind, the din of traf­fic and even fading signal strength.

November 9, 1964

\In fact, Berry points out, a truck'srumble has about the same soundrange as the typical announcer'sbass voice and therefore "swallows"it.

"Driving back from Pennsylvaniarecently with the car radio on," herecalls, '"I was astonished at thetrouble I had just hearing an­nouncers, sorne of whom are bignames in the business as well asgood personal friends. But theirvoices just aren't right for theirjobs."

Still another problem, he adds,is that once the average listenerhas tuned in to a station, he leavesthe volume alone, not bothering toturn it up or down with changes inreception. "And why should he?"he wonders. "It's too much to ask- especially of sorne one drivinga car - that he keep changing hisradio's volume merely becausesound isn't being properly managedfrom the point of transmission."

Berry evolved his audibilitytheories during World War II whenhe served with the Office of WarInformation (OWI). "One of ourproblems," he explains, "was to

CBS' Betty Furness ... "model of audibility."

find ways of countering the Ger­mans' jamming of our broadcaststo Europe. They used everything- bells, dentist drills, buzz saws,industrial noises.... "

To measure their success, theOWi recorded their broadcasts asreceived in Europe and analyzedthe frequencies of jamming noisesto determine what special patterns,if any, they fell into. Not unexpect­edly, the jamming ran the fullrange of audibility, from 50 cyclesto 14,000or 15,000."Above that,"says Berry good naturedly, "it'sdog whistle."

While analyzing the OWI re­cords, Berry realized the enormousdifferences among announcingvoices; some penetrated the jam­ming and got their messagethrough. Others were lost in the up­roar. And he soon realized why.

He put his theory to the acidtest when, for the succeeding sixyears, he conducted announcers'auditions for short-wave broad­casts. "Our oscilloscopes soon per­suaded us," he confesses, "that ifa candidate had one of those deepbass voices that was easy for the

39

Germans to drown out, we - forour purposes - had to forget him."Similarly. women who spoke inhigh soprano voices proved "toofar away from the range of intel­ligibility."

Since then, Berry has beensomewhat surprised that more ra­dio and tv sponsors don't piek theirannouncers more selectively, withspecial concern on how the voieesreproduce.

"Hearing them on the air is onething," Berry avers, "but some­thing happens when a voiee is re­corded on tape or transferred tofilm. There's a loss at both ends [ofthe sound spectrum] and the voieebecomes flatter, less resonant."

Again. the bass and the sopranoare the heaviest losers.

In addition, more voiee qualityis lost with every duplicate made...It loses definition and detail," heexplains. "in mueh the same waythat a picture of a picture doeswhen it's redueed and screened athird time for reproduction in anewspaper."

Thus, he continues, the loss ofsound penetration or "staying pow­er" compounds itself, as when atape is transferred to a reeord andthen broadcast by radio.

"From the sponsor's point ofview." he emphasizes. "the best an­nouncer is the one whose voieeloses least in multiple reproduc­tion." Fortunately, this, too, can betested in advance. A really goodannouncing voiee will lose less than2 percent, even to the sixth genera­tion of a print.

Top sound technicians, Berrycontends, are well aware of suchproblems and automatically takewhatever steps they can to solvethem during the production of aeommereial. Those who don't, hefeels, are slipshod. They escapegeneral detection though, becausemany agencies and eommereial di­rectors aren't fully aware of suehmatters.

The cure. of course, lies in get­ting the advertisers, themselves, tothink of sound from a tcehniealpoint of view.

40

"If they would just listen onee inawhile to what's on the air," Berrypleads, "and Iisten on the kind ofset that's typically in use. When alocal eornmcreial euts in and blastsyou out of your chair, you knowdarned well that either networkcontrol over loudness hasn't beengiven close attention or that theloeal station engineer didn't pre­view the eommereial insert to gethis correct sound-level setting inadvanee."

He also contends that automaticcontrols don't take eare of adequateleveling.

Not only are there erratic dif­ferences in sound transmission bothby network and local station, hesays, but there are also major dif­ferences in the way that soundis recorded at the outset - whenthe eommereial is being made. "Nostandard has ever been set to reg­ulate the level of sound at whichrecordings are to be made."he sayswith obvious disappointment. If astandard were established - andobserved - stations wouldn't haveto preview eaeh and every eommer­eial to learn its volume in advance.

To eite examples of various,familiar sound systems, Berry re­ports that the typical telephoneconversation ranges between 200cycles and 4000 cycles. Before FMbroadcasts were introduced, radiobroadcasts eut off at 5000 cyclesand standard AM broadcasts stilldo.

The FM system revised radio,however, by introducing a rangefrom 50 eyeles to 13,000-14,000.

Since a great many street noisesfall below 500 cycles or soar above2500, they form tough interferencewith the bass or soprano that usu­ally oeeupies the same audio band.

This audio-visual specialist drawsan analogy between today's soundtapes and yesterday's tv film: "Inthe early days of television, youcould never tell how film wouldlook until you saw it on the tvscreen. It was unpredictable." Theresult was that film was widely test­ed under simulated conditions ofaetual transmission, and picturequality gradually improved.

He deeply regrets. however, thatthe same procedure hasn't been fol­lowed with tapes and records in­tended for broadcast. "In radio,the standard procedure is merely tocheek the sound as it comes from

the beautiful hi-fi speakers in thecontrol room. But listening underthe ideal conditions of a studiogives absolutely no indication ofwhat's going to happen to the soundwhen it's broadcast." As a result,some eornmcreials sound as thoughthey were "slapped right onto theair, untried and untested."

Such practices ultimately under­cut the hasie goal of advertisers,Berry insists.

What is that goal?"To reach the consumer who's

unaware of the production and itsadvantages and to make himaware." Radio and television, likeall ad media, must create custom­ers. "But in order to do so, we'vefirst of all got to reach them."

Present practice - in which thepotential customer often can't evenhear the commercial - "puts toogreat a burden on the listener,"Berry contends. "He's got to hearwhat you're saying before you canever begin to sell him."

In that sense, the problems ofsound ean be compared with poli­ties: The middle-of-the-roader (ormiddle-range voice) usually attractsthe greatest number of people be­cause he doesn't offend either ex­treme (or either end of the sound­speetrum, Berry adds, including the"hi-fi extremists"). "In terms ofwhat the sponsor wants to aeeom­plish, he must go along with suchfacts of life in order to reach thegreatest number of potential cus­tomers."

And the way to do it, Berry con­tinues, is not to shout at the lis­tener or to irritate him, but "toget into his mind."

To help clear the aeeess routeinto the consumer's mind, Berry rec­ommends several steps:

( 1) Alert advertisers, themselves,to the technical problems involvedin properly recording and transmit­ting sound.

(2) Educate representatives ofthe sponsor, as well as agency per­sonnel and workers in eommereialstudios, to teehnieal needs via aworkshop in sound.

(3) Establish minimum record­ing standards. preferably throughan industry group like the IRTS orNAB.

(4) Help enforce such standards(as well as develop an ear) by ac­tually listening to what's put on theair. •

SPONSOR

The timebuyer of the 170s:

Media's all-media buyerTomorrow's highly trained buyer

will be a specialist with top re­

sponsibilities,says FSR media man

By Mike Keenan

Associate l\ledia DirectorFuller & Smith & Ross Inc.

As associate media director at Fuller & S111ith& Ross, Mike Kee­nan is responsible for all media planning, client presentations andbuyer supervision for Womer-Lambert, A111erica11Chicle, AirFrance, Comercial Solvents, Acco Labs and Coats and Clark. Be­lore joining FSR, he held such positions as associate media dir­ector and assistant media director at Lennen & Newell, handlingthe Colgate, Com Products, A rmstrong: and Cities Service accounts,among others. Prior to Len11e11& Newell, Keenan was with Foote,Cone & Belding, where he \\'as responsible for the General Foods.Clairol and Lever Bros. accounts. Before that, he had been a buyerat Compton. Keenan served in the U.S. Army Counter-l ntelligenceCorps aj ter graduating f ro111Diike with a BA degree i11 Eco110111icsin 1955.

B What will it be like to be a time­buyer in the 1970s? None of usknows, of course, but a few hintshave been given, and a degree ofinsight into the future can be gainedby examining past trends in mediaas well as business in general.

Change-A Wayof Life. Most ofus have come to accept change asa way of life. This is especially truein the business community. How

Ncvember 9, 1964

many times have we heard factssuch as the following?

• Half of the jobs held by thisyear's college graduates did notexist when these people wereborn.

• Two-thirds of all food productsmanufactured today did not exist1O years ago.

• Half of today's population rsunder 29 years of age.

41

• One in five families has a totalgross income of over $10,000per year.• The world's current crop oftrained scientists is so huge thatit totals 90 percent of all the sci­entists who have ever lived.These facts underline the growth

and change that arc integral parts ofour business life. Changes in theagency media function have been noless dramatic. In fact, the growthin the agency media departmentsand their place in the advertisingspectrum have been even more spec­tacular than that of similar servicearcas in general business. This dy­namic evolution can be seen by re­viewing the changes that have takenplace since World War II, an erawhen the media function grew outof proportion to the tremendousgrowth experienced by the agencybusiness in general.

The Pre-1950Media Department.The next time that you talk to amedia salesman who looks (butprobably won't admit to being) 40years of age or older, ask him whatit was like to call on a large agency'smedia department in 1948 or 1950.Perhaps you will be surprised tolearn how much the media functionhas changed.

The pre-1950 media salesmanordinarily called on the account ex­ecutive and then, perhaps, went tothe media man for the actual order

or contract. In those days, the larg­est agencies had three or four per­sons in the media department, as op­posed to today's 200 to 300-manoperations. And the "scat-of-the­pants" ancl "judgment" buys ofyears ago arc a far cry from thetools that the platoons of mediaspecialists use today.

What have been the specificchanges in the agency media pic­ture during the last 15 years? Thefactors arc today taken for granted,yet they were unheard of not toomany years ago:

• Commercial television.• Rating systems for tv.• Use of "Media Group" system.• Refined demographic measure­

ment of broadcast media.• Written and heavily docu­

mented media plans, and demandfor close media - sales coordina­tion.

• Color tv.• Total audience studies for wide

range of publications.• Regional print availabilities,

and special opportuitics, e.g., Hi­Fi Spcctacolor.

• TvQ and other measurementsfor program audience prediction.

• "Media planner" designation.• ADP (Automated Data Proc­

essing).• Pay tv.Three Basic Reasonsfor Change.

All of these specific innovations

Reviewing campaign strategy are (l-r) Mike Keenan, Fuller & Smith & Ross associate media direc·tor; John Nuccio, vice president and media director, Bernie Rasmussen, associate media director.

42

arc merely indicative of the tre­mendous change that has takenplace in the past few years. Thesechanges arc symptomatic and theresult of three basic facts of medialife:

1. Because of population m­ercases and product innovation, theabsolute amount of dollars invest­ed in media by advertisers hasgrown dramatically.

2. Related to the above, thegreatly increased marketing know- I -;i.D'

how and the increasing complexity ' ·n\of media measurement data that ·arc now available. :..":Ji

3. The increasing concern ofadvertisers fo r "accountability"brought on by decreasing cost-prof­it ratios.

These arc the facts. With themin mind, can we guess what it willbe like to be a timcbuyer in the1970s? I think that we can, butinitially, let's examine tomorrow's 1 .Jfü

media department. · ~'First, the new media department 1

will be larger and represent an in­creased proportion of an agency'stotal personnel. The continuingtrend toward the more "profession­al" media approach and true "fullservice" departments will place in­creased responsibility on the mediafunction. More advertisers will wantdetailed analysesof proposed mediaexpenditures. and correlations be­tween these plans and sales data.Pressure will increase for account­ability; more clients will want toknow how it can be done better.The answers to these questions callfor more people and for better train- : :HA

ed people.Second, media departments will

depend to a great degree on auto­matic data processing systems. Themass of data now available and theincreasing flow of new informationwill call for efficient methods ofdata handling. As one media manhas said, "Those long, green sheetswill be a thing of the past." The col­lection, inter-relating and analysisof mountains of facts is expensive"people work," but inexpensive"machine work." In addition, ma­chines will be used extensively- as they are now in many cases- for certain strictly clerical func-tions, such as estimating, coveragestudies and billing. The larger a­gencies no doubt will rent or pur­chase ADP systems. The smalleragencies, because of the capital

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involved, will rely on outside ser­vice bureaus, in effect renting ma­chine time.

The third aspect of the mediadepartment of the '70s will be theincreased use of specialists. Theeconomic principle of "division oflabor" is just being felt in media.By the '70s, the utilization of spec­ialists for various media aspectswill be far advanced. It is in thisregard that we can sketch t h eorganization of this media depart­ment of the future. Essentially, itwill be made up of four levels:management, planning, research-an­alysis and buying.

Few media directors will be ofthe "big-buyer" variety. Manage­ment of these large media oper­ations will call for persons with anexcellent grasp of administrativeand management techniques, as wellas the necessaryknowledge of med­ia and selling. Media directors willbe paid for their ability to moldan efficient media team and sellit and the department's output toclients.

The first operating level and thelargest non-clerical group in the de­partment will be one with a mediaplanning function, whatever thetitle. It will be composed of peo­ple who are responsible for formu­lating, writing and presenting mediaplans. The media planner will be inchargeof marshalling the facts from

various sources and developingsound all-media proposals. He willbe the organizer, the planner and thedecision-maker in the arca of dollarallocation by medium, by marketsegment and by audience category.

The research and analysis sec­tion of the department will be thechief source of supply for the factsneeded by the planner and the buy­ing specialist. This group will beresponsible for the machine aspectof the department and the appli­cation of the ADP capability tospecific problems. People who willrun this section of the media depart­ment of the future are today beingtrained in research groups in var­ious organizations, not just in a­gency media departments.

The final operating level, andthe smallest group in size, will bethe buying specialists. This is theobvious extension of the long-estab­lished trend in our economy of in­creasing specialization by job func­tion.

In the media department ofthe '70s, the actual purchasing interms of reviewing availabilities (i.e.,alternate courses of action) andordering and confirming schedules,will be handled for the most partby machine. However, establish­ment of budgets and objectives,media contact, negotiation and co­ordination will all be handled bybuyers specializing in the various

media. These will be individuals ex­perienced in negotiation in eachmedium, and more importantly, theywill be people who know -thoroughly - the sellers of eachmedium.

Where, then, will the timcbuyerof the '70s fit in? The facts seemto indicate that except for thatsmall group in the buying spec­ialist area, the person today called"timcbuyer" will function as anall-media buyer or planner in thenear future.

He will be responsible for de­veloping the media plan and con­trolling the media budget. Thiswill call for a person who has theability to organize facts for analysisand marshall the services avail­able in the department for thisanalysis.

The "people" part of the mediaequation will still be present. Themost valuable buyers of the '70s,like those of today, will be personswho have a complete knowledgeof media. They will be buyers who,using this knowledge, can supplythe advertiser with a schedule thatis a "little better" and sells a fewmore cases of product "x" for thesame dollar expenditure.

These will be the buyers whogrow with the times, who meetthe challenge of new ideas and con­cepts with new techniques and en­thusiasms for their craft.+

CHARLES F. BUCCIERI:

November 9, 1964

aspects of a market

"The station reps, through the in­stitution of such devices as "P"and "Grid" cards, have placed anundue emphasis on cost-per-thou­sand, making this the sole criterionfor the buying and selling of spottime," says Charles F. Buccieri,associate media director for Young& Rubicam. He strongly believesthat important aspects of a market,"such as audience makeup, time ofday, day of week and program en­vironment," should also enter intodetermining the cost of a spot."Too often," Charlie continues,"these important characteristics areoverlooked when the rate cards areprepared. Certainly these arc thefactors that play a part in deter­mining the best buy for the client."

With Y&R since 1955, Charliedirects the planning and time andspace buys for the following ac­counts: Procter & Gamble, Gen­eral Electric, Ufe magazine, Arrowshirts, Travelers Insurance, RoyalTypewriters, Spalding and Frito­Lay. Prior to Y &R, he spent ayear with Compton as media re­searcher on such accounts as MobilOil and P&G. He first entered ad­vertising in 1952 as a researcherfor Benton & Bowles. Charlie is agraduate of Boston University'sSchool of Public Relations, andholds a B.A. degree. He and hiswife have two sons, ages 12 and 5.A family man, he enjoys fishingand reading whenever he finds thetime.

43

More ~ileage via Iradio

Auto equipment company uses sportscasts for on-air product promotion

and the sportscaster, himself, for extensive dealer promotions off-the-air

• Take a small manufacturingcompany that has had to developsharp wits in order to survive. Applycomparable craft and cunning to itsadvertising policy and what do youget?

A winner.Its name: the Monroe Auto

Equipment Co. Out of businessnec­essity (and good common sense),thecompany decided to get all the extramileage it could from radio. And theprocedure became a policy - aprofitable policy.

Here's how:Monroe makes shock absorbers

for cars and trucks. And the com­pany's principal advertising goal isto sell its name, since its principalproblem is to develop product identi­fication.

Who buys their product? Mostlymen.

What's a logical way to reach thisoften elusive segmentof the consum­ing public? Well, at home or in theircars, by radio. And while you're atit, program for a man's second fa­vorite subject - sports.

That's just a quick resume of thecommon-sense approach, as devisedby Monroe's agency, Aitkin-KynettAdvertising, Philadelphia. Chief ofthe account is Joe Culbertson, withJack Accetta as back-up man.

Some of the company's advertis­ing success, however, is a reflectionof the 47-year-old company's over­all history, a success story untoitself:

44

It was founded by the late C. S.Mcintyre, whose sons, Brouwer D.and Charles S., today serve as boardchairman-chief executive officer andas president, respectively. Originallycalled the Brisk Blast Manufacturing

Pat Summerall (r), WCBS radio's sportsdirector, checks Monroe Auto Equip·ment shock absorber during call onTony De Biasse (I) of the HickoryTree Garage located in Chatham, N.J.

Co., it made-and sold- more thantwo million hand tire pumps back inthe early '20s.

Then came spare tires and -worse still - free air at gasolinestations. Monroe's business threat­ened to slacken to a sleepy torporand then a silent demise. AlthoughResearch and Development wasn'tmuch known as a phrase or a de­partment in those early days, alertMonroe executives stayed up late,experimented furtively behind closeddoors.

And then they got it.The company introduced level­

type shock absorbers for cars andtrucks in 1926 and, a year later, ;1in~

adopted its present name - the 1 -~IMonroe Auto Equipment Co. By ~I

1933, Monroe had begun the manu­facture of direct-acting, hydraulicshock absorbers, standard equip­ment on all U.S.-made (and manyforeign-made) cars today.

Domestic production is centerediin two plants - at Hartwell, Ga.,(near Atlanta), and Cozad, Neb., - ) .im1with home offices in Monroe, Mich.With "associated companies"aroundthe world, the Monroe name isbecoming more and more promi­nently known. For example, agigantic signboard promotes com­pany name and product along theI .ijuairport highway just outside Monte- . tlvideo, Uruguay.

The home office has traditionally I :roliendorsed local advertising. And, Iwhenever possible, it's also beenIenthusiastic about utilizing localIsports personalities, a concept withgreat potential on radio, in particu­lar. Thus, in the past, Monroe hasbacked Bob Reynolds on WJRDetroit, Bob Stceles on WTICHartford. In Pittsburgh, they've hadPie Traynor working on their be-¡half and at important auto-supplytrade shows, they've introducedOlympic decathlon champ BobMathias and sportscaster Bill Sternto visitors at the Monroe hospitalitysuite. These arc just a few of the

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sports personalities that have servedas Monroe spokesmen.

Building from local to nationaladvertising, Monroe has in the pastbought time on the Mutual networkwith Stern presiding. Last year, theadvertiser sponsored National Foot­ball League Highlights on NBC-TV,plus a warmup program with DizzyDean preceding each broadcast ofthe Baseball Game of the Week onCBS-TV.

Also on a national basis, the auto­equipment manufacturer has boughtspace in trade publications likeAutomotive Dealer and AutomotiveIndustry, where Monroe's track rec­ord in auto-racing classics is also alikely topic. (When A. J. Foyt wonthis year's Indianapolis 500, his carwasequipped with Monroe "shocks"and the manufacturer proudlytrumpeted its 12th consecutive Ind­ianapolis victory.) Nibbling deeperinto the national pie, Monroe alsotakes an occasional ad in Life, thePost or Sports Illustrated.

But "home base" for this sports­conscious sponsor has always beenradio. Total budget for this year willrun to something like $100,000,mostly for Monroe's sponsorship ofVan Patrick on Mutual, currentlytheir only radio network buy.

But Monroe has also zeroed in -with bomb-sight accuracy - on akey local radio buy, as well: TheNew York exposure of BaseballWarm-Up on WCBS, for the secondrear running and at an estimated

November 9, 1964

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$15,000 for alternate-week sponsor­ship. With the purchase, they've en­listed the services of former NewYork Giants football pro, Pat Sum­merall, now sports director and an­nouncer for WCBS.

Summerall has increasingly be­come Monroe's spokesman off theair as well as on: He bounds outinto the service-station field to learnhow to sell and install shock absorb­ers and load-leveler stabilizing units.He's signed in for several days atsponsor headquarters in Monroe,Mich., to meet top executives, beprepped on policy matters and howthe company's advertising is keyedto fulfill them. He helps merchandisethe product with dealers or salesrepresentatives and can be countedon to show up at showroom or show­down, to lend his personal help. Andhe's a regular at dealer-distributormeetings throughout the greater NewYork area, whenever Monroe execu­tives and representatives get to­gether. (They sometimes wear light­colored blazers with the company'swinged crest on their breast poc­kets.)

In fact, as Dick Stahlberger, ac­count man for CBS Radio, puts it,"There's a very close working re­lationship between Pat Summeralland Jack Smith, New York districtsales manager for Monroe. Everychance that Smith gets, he usesSummerall as an official spokesmanfor the company."

(Monroe has just signed again

Three times a season, dealers and distributorsare hosted by Monroe to Yankee game andstadium dinner with Pat Summerall. Here threesponsor reps (white blazers) and guests posewith former Yankee manager Yogi Berra,as part of merchandising stunt that packs areal wallop with automotive equipmentcustomers back home.

with WCBS for the 1965 seasonandthere are indications that Summerallwill be included in additional localradio buys to be made after the firstof the year.)

Does all this special attention tosports-oriented advertising pay off?

Without a doubt.Monroe has steadily increased its

sales from a paltry $2 million vol­ume during post-depression 1937 towell over $40 million for its fiscalyear ending June 30.

And with "more than 50 percentof the market,'' as Monroe itself ad­mits, the company ranks as "theworld's largest independent manu­facturer of ride-control products."

Furthermore, Monroe is nowlooking even farther, towards over­seasmarkets like Belgium where, inSt. Truiden, it's just opened a newMonroe-owned (and partly Belgian­financed) branch. This factory willprovide shocks for Common Marketcountries where, Monroe says, moreand more of its products are be­coming standard equipment. TheBelgian production, when coupledwith that of licenseesin half a dozenother countries plus Monroe's do­mestic output, brings this manufac­turer's shock-absorber capacity to100,000 units a day.

Take a small manufacturing com­pany that's developed sharp wits inorder to survive. Apply comparablecraft to its advertising policy andwhat do you get?

A winner. +

45

THE CHANGING SCENE

First New Commercial UHF Station Set for New YorkThe Empire State Building and

the New Jersey Television Broad­casting Corp. have signed a 20-yearlease which will bring the first newcommercial television station andthe only commercial UHF stationto the New York metropolitan areain 17 years, Hclmslcy-Spcar, Inc.,management agents for the EmpireState Building have recently an­nounced.

Edwin Cooperstein, presidentand general manager of UHF chan­nel 47, \VNJU-TV and Harry B.Hclmslcy, president of Hclmsley­Spear, lnc., signed the lease atceremonies in the world's tallestbuilding, which already accommo­dates all eight of New York's tele­vision stations.

The new lease provides both forthe location of channel 47's anten­na system atop the Empire StateBuilding and its transmitting facili­ties on the 84th floor.

Growth of UHF television is ex­pected to be accelerated by the factthat all television sets manufacturedafter April, 1964, must be equipped

to receive new UHF stations onchannels 14-83.

Channel 4Ts specially-designedantenna is presently being fabri­cated by Radio Corporation ofAmerica at Camden, N. J. Thetwo fifty-two foot long antennawill be installed on the north andsouth sides of the Empire StateBuilding's tower at a height of1,200 feet. Work is expected tostart this month, with the new sta­tion going on the air sometime nextspring.

The Empire State Building wasrepresented in this matter by itsgeneral counsel, Wien, Lane &Klein, and the New Jersey Televi­sion Broadcasting Corp. was rep­resented by Melvin J. Wallerstein,Newark, N. J.

Agencies Part CompanyGardner Advertising Co. and

Hamilton Cosco, Inc., Columbus,Ind., have jointly announced a mu­tual agreement to part company ef­fective Dec. 31, 1964.

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CLAY-LISTON FIGHT I~"E.·-....... ···~ ~

Frederic H. Brooks, president of Sportsvision, signs for Inter-Continental Promotionsas he and Robert F. Hurleigh, president of Mutual Radio Network, ink pact givingMutual exclusive radio broadcast rights to the Clay-Liston fight. =

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46

Award NominationsNow Being Received

Announcements about the 23rdannual awards of the Alfred l. du­Pont Awards Foundation have beenmailed to more than 4,000 radio andtelevision stations, it has been an­nounced by the foundation's cura­tor, O. W. Riegel, director of theLee Memorial Journalism Founda­tion, Washington and Lee Univer­sity. The deadline for nominationsis Dec. 31, 1964.

The purpose of the awards is toidentify and honor broadcasters whodid outstanding work in the publicinterest during 1964. Only threecitations are made: one honoring arelatively large radio or televisionstation; one honoring a relativelysmall radio or television stationand one honoring a commentator.

Nominations may be made by in­dividual stations, networks, com­mentators, or agencies, Riegel said,but emphasized that the generalpublic within the communitiesserved and persons with an interestin broadcasting are also welcome tosubmit nominations.

A grant of $1,000 accompanieseach award which may be used forany purpose, but since 1951, theduPont Foundation has invited re­cipients to establish fellowships orscholarships in the broadcastingarts at appropriate educational in­stitutions in the name of the win­ners and the foundation.

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11

Maxon To CloseChicago Office

C. Terence Clyne, president ofMaxon lnc., has announced theclosing of Maxon's Chicago officeeffective Jan. 1, 1965.

The management, creative andmedia services for the A. E. StaleyManufacturing Co., the single ac­count in Maxon Chicago, have beenselected by Maxon New York forseveral months. This move willcomplete the transfer.

Haakon Groseth, senior vicepresident of the Chicago office, willbe transferred to New York imme­diately with other members of thestaff essential to the Staley opera­tion.

Raymond Stricker, vice presidentin charge of the Maxon Chicago of­fice, will become a consultant toMaxon New York effective Jan.l, 1965.

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Color f Reynolds Wrap involvespeoplein itsproduct with color in its commercials. The foiland the food take on a handsomedimension incolor, says the manufacturer whose productoutsellsall other aluminum foils combined.

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Color f SING ER shows fashion-consciousyoung housewives the handsome design of its·new Touch & Sew (sewing machine) ... with·color commercials.Booming salesindicate thatthe Singer approachwas right on target.

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5. Cost increase for color less than in print media.

6. Viewers in black-and-white see better pictures, too.

Even if your transmission must at present be black-and· :white, you'll be well-advised to film in color now. Black·and·white transmission is excellent; you'll be building abacklog of color material, and you'll be way ahead inexperience when everybody goes to color. And theycertainly will-for color programming is on the rise, andsales of color sets are increasing rapidly. The wholecountry is going color! Want to know more about thebenefits of working in color? Contact: Motion Picture Pro ctsSales Department, EASTMAN KODAK COMPANY,Rochester, New York 14650.

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Companies AnnounceRise in Earnings

Womctco Enterprises, Inc. haveannounceda 25 percent stock divi­dend on all stock outstanding plusthe regular quarterly dividend of 14cents on the outstanding class Astock and five cents on the out­standing class B stock. The stock

!dividend will be distributed Dec.

1

22, 1964 to stockholders of record•'> of Dec. l, 1964. The cash divi­c.:íendwill be payable Dec. 15, 1964to stockholders of record as ofDec. 1, 1964.

The Procter & Gamble Co. re­ported consolidated net earnings of$40,363,316for the three monthsended Sept. 30, 1964. These earn­.ings are equal to $0.92 per share.Earnings for the same period injl 963 were $37,792,00l, equal to¡$0.90 per share. In the threemonths reported, provision hasbeen made for Federal and other

(

·incometaxes of $38,042,000.The Borden Co. announced rec­

rd third-quarter and nine months'salesand earnings and an increasein the regular quarterly dividend.:The increase, the fourth in 18'nonths, raises the dividend to 52Vzcentsa share from 50 cents a share.It is payable Dec. 1 to stockholdersf record Nov. 6.Tri-Continent, a San Francisco

headquartered motion picture tele­vision production company, special­zing in children programs, com­mercialsand documentary industrialIilms,earned $195,000dollars dur­ing its first month.

Sell Spot ParticipationIn CBS-TV Santa Parades

Four sponsors will participate inCBC's Santa Claus Parade coverageJn CBYT Corner Brook, CBHT

alifax, CBMT Montreal, CBOTttawa, CBL T Toronto, CBWT

Ninnipeg and CBXT Edmonton.fach sponsor has purchased oner~O-secondspot within the body of.he parade telecasts.

The sponsors and their agencies¡ue: Marx Louis & Co. Canada Ltd.,vlarx Toys (Spitzer, Mills & BatesLtd.) ; Kelton Corp Ltd., Peter Aus­in Toys (Canaline AdvertisingAgency Ltd.); The Rowntree Co.'--td. (Ogilvy, Benson & Mather[ªnada Ltd.) and Reliable Toy Co.

1

td. (Ronalds-Reynolds & Co.). Re-

,November 9, 1964

liable Toy has also purchased a 60-second spot prior to the start of thetelecasts.

The Santa Claus Parade fromToronto will be seen Nov. 14 onCUYT, CBHT, CBOT and CBLT.The parade from Winnipeg will betelecast the same day on CBWTand CBXT. The Montreal paradewill be seen Nov. 21 on CBMT.

Thomas S. Case JoinsCleveland Ad Agency

Thomas S. Case, formerly vicepresident and group creative super­visor at McCann-Marschalk, Inc.,New York, has joined Clevelandad agency, Lang, Fisher and Stash­ower, Inc., as vice president andcreative director. In this new posi­tion, Case will assume the creativeresponsibilty for all the company'sclients and all media, both print andbroadcast.

A native Clevelander, Case beganhis career with Fuller & Smith &Ross, Inc., and later served as copychief in FSR's San Francisco officebefore returning to Cleveland asMc­Cann's creative director.

Case brings to LFS experience ona wide variety of consumer accountssuch as Westinghouse, Alcoa, Stan­dard Oil, Ohio Bell, and more re­cently Pillsbury, Tab, Scripto andSabena Airlines.

Several oampaigns under Case'sdirection have received numerousperformance awards as well as rec­ognition in the field of art andbroadcast competition, both localand national.

Case's position is a new one atLFS, long one of Cleveland's topconsumer agencies.It marks anotherstep in LFS's continuing policy ofbringing clients a high degree ofprofessionalism in both creative andmarketing fi.lds.

Katz Elected to TvB

Eugene Katz, president of theKatz Agency, New York stationreps, has been elected to the boardof directors of the Television Bureauof Advertising.

Katz succeeds Martin L. Nier­man, president of Edward Petry &Co., whose second two-year term isup in November.

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TEAM MAKES AAAA OPENING PRESENTATION

opening presentation at the recent AAAA Tv Commercial ProductionSeminar, sponsored last month in Charlotte, N. C. by the Southeast Counci'I of the AmericanAssn. of Advertising Agencies: (left to right) Robert l. Bergman, president of Filmex Inc., MarcBrown, president of Marc Brown Associates, Inc., Eugene Petrillo, vice president and radio/tvdirector, D'Arcy Advertising Co. and William Gibbs, vice president in charge of sales, MGMTelestudios, Inc., all from New York City.

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49

Color J Corning shows the beauty and use­fulness of its products in the most exciting waypossible... with color TV commercials.Corningalsofindsthe commercialsvaluablein motivatingthe trade and its own salesforce.

Color J Reynolds Wrap involvespeoplein itsproduct with color in its commercials. The foiland the food take on a handsomedimension incolor, says the manufacturer whose productoutsells all other aluminum foils combined.

Color f SINGER shows fashion-consciousyoung housewives the handsome design of itsnew Touch & Sew (sewing machine) ... with 1

color commercials.Booming salesindicate thatthe Singer approachwas right on target.

COLOR. • •makes the commercial !

Here are just a few of the benefits you get when youuse color:

l. Your trademark given strongest identification.

2. Consumer involvement much greater.

3. You stand out from the competition.

4. Your products seen at their best by best prospects.

5. Cost increase for color less than in print media.

6. Viewers in black-and-white see better pictures, too.

Even if your transmission must at present be black-and­white, you'll be well-advised to film in color now. Black­and-white transmission is excellent; you'll be building abacklog of color material, and you'll be way ahead inexperience when everybody goes to color. And theycertainly will-for color programming is on the rise, andsales of color sets are increasing rapidly. The wholecountry is going color! Want to know more about thebenefits of working in color? Contact Motion Picture Proc;tsSales Department, EASTMAN KODAK COMPANY, IRochester, New York 14650.

For COLOR ...e e • e e e e e I e e e e e e I I I I _I I I I I I_!_

Companies AnnounceRise in Earnings

Womctco Enterprises, Inc. haveannounced a 25 percent stock divi­dend on all stock outstanding plusthe regular quarterly dividend of 14cents on the outstanding class Astock and five cents on the out­standing class B stock. The stockdividend will be distributed Dec.22, 1964 to stockholders of record•<; of Dec. 1, 1964. The cash divi­dend will be payable Dec. 15, 1964to stockholders of record as ofDec. 1, 1964.

The Procter & Gamble Co. re­ported consolidated net earnings of$40,363,316 for the three monthsended Sept. 30, 1964. These earn-

!I ings arc equal to $0.92 per share.Earnings for the same period in1963 were $37,792,001, equal to$0.90 per share. In the threemonths reported, provision has

Ibeen made for Federal and otherincome taxes of $38,042,000.I The Borden Co. announced rec­ord third-quarter and nine months'salesand earnings and an increasein the regular quarterly dividend.The increase, the fourth in 18

-rnonths, raises the dividend to 52'hcentsa share from 50 cents a share.It is payable Dec. I to stockholdersof record Nov. 6.

Tri-Continent, a San Franciscoheadquartered motion picture tele­vision production company, special­izing in children programs, com­mercials and documentary industrialfilms, earned $195,000 dollars dur­ing its first month.

Sell Spot ParticipationIn CBS-TV Santa Parades

Four sponsors will participate inCBC's Santa Claus Parade coverage¡on CBYT Corner Brook, CBHTHalifax, CBMT Montreal, CBOTOttawa, CBLT Toronto, CBWTWinnipeg and CBXT Edmonton.Each sponsor has purchased one60-second spot within the body ofthe parade telecasts.

The sponsors and their agenciesare: Marx Louis & Co. Canada Ltd.,Marx Toys (Spitzer, Mills & BatesLtd.); Kelton Corp Ltd., Peter Aus­tin Toys (Canaline AdvertisingAgency Ltd.); The Rowntree Co.Ltd. (Ogilvy, Benson & Mather

11' !Canada Ltd.) and Reliable Toy Co.U Ltd. (Ronalds-Reynolds & Co.). Re-~·11

November 9, 1964

liable Toy has also purchased a 60-second spot prior to the start of thetelecasts.

The Santa Claus Parade fromToronto will be seen Nov. 14 onCBYT, CBHT, CBOT and CBL T.The parade from Winnipeg will betelecast the same day on CBWTand CBXT. The Montreal paradewill be seen Nov. 21 on CBMT.

Thomas S. Case JoinsCleveland Ad Agency

Thomas S. Case, formerly vicepresident and group creative super­visor at McCann-Marschalk, Inc.,New York, has joined Clevelandad agency, Lang, Fisher and Stash­ower, Inc., as vice president andcreative director. In this new posi­tion, Case will assume the creativeresponsibilty for all the company'sclients and all media, both print andbroadcast.

A native Clevelander, Case beganhis career with Fuller & Smith &Ross, Inc., and later served as copychief in FSR's San Francisco officebefore returning to Cleveland as Mc­Cann's creative director.

Case brings to LFS experience ona wide variety of consumer accountssuch as Westinghouse, Alcoa, Stan­dard Oil, Ohio Bell, and more re­cently Pillsbury, Tab, Scripto andSabcna Airlines.

Several oampaigns under Case'sdirection have received numerousperformance awards as well as rec­ognition in the field of art andbroadcast competition, both Jocaland national.

Case's position is a new one atLFS, long one of Cleveland's topconsumer agencies.It marks anotherstep in LFS's continuing policy ofbringing clients a high degree ofprofessionalism in both creative andmarketing fUds.

Katz Elected to TvB

Eugene Katz, president of theKatz Agency, New York stationreps, has been elected to the boardof directors of the Television Bureauof Advertising.

Katz succeeds Martin L. Nier­man, president of Edward Petry &Co., whose second two-year term isup in November.

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TEAM MAKES AAAA OPENING PRESENTATION

This team made the opening presentation at the recent AAAA Tv Commercial ProductionSeminar, sponsored last month in Charlotte, N. C. by the Southeast Counci'I of the AmericanAssn. of Advertising Agencies: (left to right) Robert l. Bergman, president of Filmex Inc., MarcBrown, president of Marc Brown Associates, lnc., Eugene Petrillo, vice president and radio/tvdirector, D'Arcy Advertising Co. and William Gibbs, vice president in charge of sales, MGMTelestudios, Inc., all from New York City.

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49

•'!"-_

~,.~.'t.1

THE CHANGING SCENE

Guerlain, Inc. ExpandsRadio, Tv Spot Schedule

A very old company is using anexpanded schedule of radio andtelevision spots this fall to projectits new "younger" image.

Guerlain, Inc., French perfumerfounded in 1828 and internationallyrenowned among the sophisticatedand well-heeled, has employedbroadcast media with commercialsdesignedto make the company bet­ter known on a broader base.Hu­mor in the messageswill be coupledwith a saturation schedulein majormarkets.

The objectives,according to Gil­bert Advertising Agency, Inc., areto reach the youth market and tostrengthen acceptance for Chantd'Arornes, Guerlain's first new frag­rance in sevenyears. Shalimar hasbeenGuerlain's best-sellingperfumein the United States since it wasintroduced in 1926.

Budgetsfor both radio and tv arc

Dear Mr. Shapiro,

gram?

more than double what they werea year ago. Coveragehas been in­tensified to provide grcater pene­tration in eachmarket and add newmarkets to the schedule.

For 1964, tv will be used in fivecities, New York, Chicago, Phila­delphia, Bostonand Cleveland.Onetv outlet was selectedin each. Ra­dio advertising covers 14 majorcities, employing two or more sta­tions in most-fine and popularmusic- to reach a diverse audi­ence.

As in the print schedule, radioand tv advertising will "peak" dur­ing the six to eight-week periodprior to Christmas. This is tradi­tional in the industry becauseof theimportance of perfume as a gift.

Hauser,Brooks RepresentTriangle Program Sales

Two West Coast representativesfor Triangle Program Salesare be­ing announcedas part of the con­tinuing expansionof the syndicationarm of Triangle Stations.Jack Hau­ser and William Brooks, Jr. are the

newestadditions of the salesstaff. ,¡ro1

Hauser, who will cover Alaska, :Jf!O

Washington, Oregon, and Idaho, ~,,will be basedin Seattlewhere he is flsales manager of Northcrn Tclevi- ,11~

sion, Inc. Brooks, whose territory ¡JJI

includesNevada, Arizona and Cal- ,~¡¡¡

ifornia outside of Los Angeles,will ~atrepresent Triangle from his posts ¡¡¡01

in Beverly Hills as vice president ~rel~of Cartoon Distributors Corp. and four

western regional salesmanager for ~JI!

George Bagnall & Associates. :~~~~~Iili1

~IIncrease Noted InSyndication Sales

Station WFAA-TV Dallas, Tex. ~1m1

has renewed its contract for the ~1

purchaseof 260 Felix the Cat car-. ;~'ttoons through 1971, this time spec- !Im

ifying that it will telecastthe entire ~1

packagein color, it was announced 11.11by Frank A. Browne, national sales nmanager of Trans-Lux Television, rmai

Corp., syndicator of the series. mart1

Originally, the Dallas station used fdFelix in monochrome. WGN-TV 1 ~11.

Chicagois alsogoingthecolor route .~~1

with another Trans-Lux package, ~ma

I would a)so like to know why Steve Allen wont give

50 SPONSORl'l;,11:

Browne added, this one the 130tartoons of the popular action scr­~es,The Mighty Hercules.

Four Star Distribution Corp. has.rnbarkcd on a Riileman salesdrive~hat will have the company's mostbuccessfulseries in off-network syn­

ication in the top 175 markets,ccording to Len Firestone, viceresident and general manager of

four Star Distribution Corp. Rifle-~an is now in 136 markets, with a~arget of 39 additional markets toe sold. The show now plays in 90

)f the top 100 markets.NBC Enterprises' International

.iivision marks its first businessransaction with Algeria throughadio Television Algerienne's pur­

hase of a six-hour Tokyo Summerlympics package, it was an-

1 'iounccd by George A. Graham,r., vice president.

The Triangle radio series Anni­ersariesin Sound was sold in 24narkets, establishing a new record'or the year-old Triangle program!ales. All but one of the buyers aretations. Other radio contracts com-leted by Triangle Program Sales,

include: Motor Racing Review toWJMX Florence, S. C. and WZOKJacksonville; Word Picture toWFLR Penn Yan, N. Y.; Window011 Washington to WRIN Rensse­laer, N. Y. and WVTR White RiverJunction, Vt. and Keiter ContactstoWVTR.

ScienceFiction Theatre, the 78half-hours of "Sci-Fi" anthology, hasbeen sold in a total of 150 marketswith the addition of five recent sales,reports Pierre Weis, vice presidentand general manager, syndication di­vision of United Artists Television,Inc. The additional station purchasesare comprised of: WMUR-TV Man­chester, N. H.; WRBL-TV Colum­bus, Ga.; KSWO-TV Lawton, Okla.;WBKB-TV Chicago, Ill.; WTEV­TV New Bedford, Mass.

Agency AppointmentsReach, McClinton & Co., Chica­

go, appointed to handle advertisingfor Americana-Interstate, Mundel­ein, III., a division of AmericanaEncyclopedia; The Eureka Co.,Scranton, Pa., a division of Litton

Industries and H. F. Philipsborn &Co., Chicago.

Hofin~cr-Kaplan Advertising Inc.,Glcnsidc, Pa. appointed to handleadvertising for Shannon Air Limit­ed, headquartered at Shannon Air­port, Shannon, Ireland,

Harry W. Graff Inc. appointedadvertising agency for the DaleDance Studios.

Sullivan, Stauffer, Colwell &Bayles, Inc. appointed the adver­tising agency for garden chemicaland household pesticide productsfor Geigy Chemical Corp., Ards­ley, N. Y.

Wilson Haight & Welch, Inc.,Hartford and Boston advertisingagency, added two new accounts,R. C. Bigelow, [ne. and SymmonsEngineering Co.

Harold Walter Clark, Inc. ap­pointed advertising and public rela­tions agency for Kon-Kwest Manu­facturing, Inc., Englewood, Colo.

Venet Advertising, Union, N. J.,has been named by Palco Products,Inc., New York to promote itsnovelty Toys-A-Popping CaramelCorn.

--: !•.omb" 9, 1964 51

THE CHANGING SCENE

Menley and James Inc.Produce 'Family Living'

NBC's Family Living is now be­ing produced by the Menley andJames Laboratories Family Life In­stitute. Family Living, which has at­tracted world and national author­ities to its 520 consecutive programsover 1O years, is moderated by Ed­win Lee.

Rate IncreasesEffective May 1, 1965 television

stations WTVO Rockford. III. andWICS Springfield-Decatur, III., willincrease their rates from $400 to$450 and from $325 to $350, re­spectively. All advertisers will becharged at the new rate indicatedcommencing with the effective date.

American Dairy Assn.Buys ABC's 'Shindig'

American Dairy Association'slatest advertising buy is ABC-TV'sShindig. Shindig is the first "pop"musical show in prime time beameddirectly to teen-agers. Shindig fol­lows the Patty Duke show onWednesday evenings from 8:30 to9:00 EDT: 7:30 to 8:00 CDT. Itfeatures the latest in song by thetop recording artists of the day. TheShindig dancers are from the movieversion of West Side Story.

ADA commercials will featureteenagerswho aspire to be senators,editors and scientists and are builtaround the theme "Big AmbitionsNeed Milk to Grow On."

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I AFTER THE MARKETEER MEETING

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Rep Appointments I:Grant Webb & Co. appointed .

exclusive national representative for . 'ireradio stations KCAD Abilene, Tex., : ~5"KOKE Austin, Tex. and KMYC: ·110

Marysville, Calif. · •11;Vic Piano Associates, Inc. ap-

1 11·;1pointed national representative for Tht

WEXL Detroit, Mich. 1 uJna¡H-R Representatives, Inc. re-ap- ~R

pointed as national sales represent-1 ~Tuiative for WDOK Cleveland, Ohio., ·~nu

Peters, Griffin, Woodward, Inc.appointed exclusive national repre-.sentative for WNUS Chicago and TV~WERE-AM-FM Cleveland, Ohio. I ~oar1

Adam Young Inc. resumed rep- (a;resentation of WKIX Raleigh, N. · ~olC., Nov. 1.

Advertising Time Sales, Inc. new11 :ia.national sales organization for ra-, !!Iiidio station WAKX Duluth, Minn.- 1 ~l1Superior, Wis.

National Time Salesappointed as1 ce.exclusive national sales representa- 8w,tives of stations WGOE Richmond, llm!

Va .. WCJD Jacksonville, Fla. and Gr

reappointed as rep for KLOK SanJose-SanFrancisco and KGST Fres-no, Calif.

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~ I~- .Shown after the 1964 Pepsi-Co'la Marketeer Award meeting in Jacksonville, Fla.are, left to right, W. Arthur Fielden, senior vice president of Bishopric-Green-Fielden,Inc., of Miami; Bob Dobelstein of radio station WGRO Lake City, Fla., namedPepsi-Cola Marketeer of 1964; John W. Holeman, president and general managerof the Pepsi-Cola Bottling Co. of Jacksonville, who presented the award, and HarryTalbert, of WPDQ Jacksonville. Fielden reviewed the merchandising support ofthe radio stations at the meeting. Talbert, the "voice of the Gator Bowl," wasawarded a gold foghorn engraved with his name and "You're Alive," after hepresented a five-minute play-by-play of the winner of the Pepsi-Cola shoppingspree in action in her favorite supermarket.

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Richard Stakes ElectecJInstitute Chairman

Richard S. Stakes, assistanttreasurer and controller of TheEvening Star Broadcasting Co.(WMAL-AM-FM-TV) Washington,D. C., was elected chairman ofthe board of the Institute of Broad­casting Financial Management atthe membership meeting in Detroit.He succeeds Thomas Carroll ofTime-Life Broadcast Stations.

AVAILABLE IN HOLLYWOOD

TV SUPERVISOR-PRODUCER-DIRECTOR

Heavy experience in commercial and program production. Member

Directors Guild of America. West Coast representative for a major

New York agency has free time to handle additional assignments.

Personal top-level contacts at all 3 networks.

BOX 98, SPONSOR, NEW YORK 19, N.Y.

52 SPONSORI !iii

'ii:·

~(

11 .tlJ!

Vic Piano Associates, Inc. ap­pointed as national representativefor WHCQ Spartanburg, S.C. and1WJMY-TV

Detroit, Mich.Frederick W. Smith appointed na­

tional representative for WLIR-FMGarden City, New York.

IAdvertising CampaignsAnnounced by Old LondonI A large and concentrated fall-1wintcr television advertising pro­gram for snack foods has been ini-1tiatedby Old London Foods, Inc.f'\n additional print media campaignwill bolster the firm's selling ac­tivities for its Melba Toast prod­ucts.

This fall, Old London is partici­pating sponsor in Dennis TheMenace. Old London, who pio­neered in the use of network tele­;vision for snack foods over fiveyears ago, will augment its net­'work efforts with spot-television in1 elected markets. Commercials forthe market-by-market campaign are'a combination of animation and live'action sequences.

The tv campaign schedule isconcentrated in the peak buyingweeks for snack foods which ex­tend through the holiday season.Virtually all snack items in thep1d London line-including "dip­·sy doodles," "corn doodles,"j"cheez doodles," "pretz-L nug­'gets" and "cheez waffles"-are~slatedfor this inclusive advertisingprogram, the biggest in the compa­ny's three decade history.~ The advertising agency for OldLondon is Richard K. Manoff, Inc.[and Robert W. Bloch Public Rela­ltions is the firm's PR-publicity rep­resentative.

ITV Station ElectsBoard of Directors

Capital Broadcasting Co., own­er of the license to open a newtv station in the Washington, D.C.

larca, WDCA, has announced theelection of the board of directorsfor the corporation. They are: Mil­ton Grant, president; Walter Kay,vice president; A. Dana Hodgdon,Edward Memone, Dr. Robert Wil­liams and Frederick Siman.

Grant will be general managerof the new tv station. Walter Kaywill serve as executive vice presi­dent in charge of sales.

November 9, 1964

YEAR AFTER YEAR

..

A LEADERHit Central New York's rich 24 counties with com­mercials delivered by WSYR-TV-tlze leader in themarket year after ueo.r, It's important to use theleading station in a market that has:

• Population of 2,.508,700• Buijitu) Power-$.5,484,133,000• Total Homes-740,870• TV Homes-fJ89,800• Retail Sales-$3,273,46.5,000• Food Sales-$789,846,000• Drug Sales-$94,327,000

(Market Data Sourcc-SRDS, Jan/64)

WSVR-TV DOMINATESbecause of SEVEN YEARS of UNBROKEN

LEADEHSHIP in the market, in ARB REPORTS.NUMBER ONE in HOMESDELIVERED . . . *20 PERCENT over Station No. 2 ...*65 PEH CENT overStation No. 3.

•AUB for March, 1964,Sign-on toSign-off. Monday thr ú Sunday.

Get the Full Story from HARRINGTON, RIGHTER & PARSONS

53

\

54

THE CHANG:ING SCENE

CTV and Affiliates HoldSuccessful Fall Meeting

The first regular meeting underthe new two-year agreement signedrecently between I I Canadian tele­vision stations and CTV TelevisionNetwork, was held at Toronto'sRoyal York Hotel.

Spence Caldwell, CTV president,as chairman, welcomed Don Jamic­son, president of the Canadian As­sociation of Broadcasters and vicepresident of CJON-TV Newfound­land, to the meeting as CTV net­work's latest affiliate member. Oth­er stations represented at the meet­ing were CHAN-TV Vancouver,CFCN-TV Calgary, CFRN Edmon­ton, CHRE/CHAB Regina-MooseJaw CJAY-TV Winnipeg, CJOH­TV Ottawa, CFTO-TV Toronto,CKCO-TV Kichener, CFCF-TVMontreal and CJCH-TV Halifax.

Michael Hind-Smith, CTV vicepresident, programing, reported thatthe 1964-65 network schedule isbelieved to be the strongest andmost diversified that CTV has everhad. This season's schedule breaksdown to 15.2 percent comedy, 10percent family and adventure, 1Opercent drama, 9 percent news and25.3 percent women's daytime pro­grams. Sports, documentary, publicaffairs and audience participationprograms each account for 7.6 per­cent of CTV's schedule.

The first BBM survey of the newseasonplaces five CTV programs inthe top ten of Canadian televisionprograms: Bewitched (third), Lit­tlest Hobo (fifth), Andy Griffith(sixth), McHa/e's Navy (eighth)and Flipper (ninth).

PRB-Minda AssociatesTo Form Joint Venture

The Public Relations Board, Inc.,Chicago and New York City publicrelations agency, has announced theformation of The Public RelationsBoard-Minda Associates, Minneap­olis, Minn.

Lee Schooler, president of PRB,said that the new organization canoffer Twin City firms the facilitiesand services of a national public re­lations firm, plus the advantage of

day-to-day account servicing by a ,.rMinneapolis-based agency. I~~1

The Public Relations Board-Min- J¡i11l

da Associates reports they will pro- 11JiO

vide companies requiring a national ~11

public relations program with com- '.r.~prchcnsive and detailed coverage J ~r~tha_tnornu~lly woul~ be econom_i~al- 11~'.Ily impractical. Radio and television ~will be utilized approximately 15 Mapercent of the time in conjunction :~Jwith public relations campaigns andrepresent a "vital clement" in com- Imunications in an arca of a "men- Car

opoly press," according to Minda. Ter

rPCS Film ProductionsMakes Bissell Newsfilm

liD

ªLast Day At The Fair, a one- 1 ! ~~minute ncwsfilm summarizing the T

closing of the New York World's ~'Fair, has been produced by PCS ,11

Film Productions. ~Sponsored by the Bissell Co., ~~1

through its public relations agency I !Ruder & Finn, Inc., the ncwsfilm R

shows Bissell shampoo masters be- 1 I fa&

ing used to "clean-up" the fair be- · ~~~!fore its closing for 1964. xr

Also seen in the film-which is 1 ffifü

a 16 mm., black and white silent &v1

production, with accompanying 1 I Imscript-are final-day shots taken at 'ffitthe Festival '64 restaurant, Clairol m•ifi

Pavilion, House of Japan and IParker Pen Pavilion.

The newsfilm was distributed to · / 'Ta!

200 major market tv stations . ~1

throughout the United States foruse on locally-emanating news ( (oc¡

shows. j •¡PCS Film Productions is a divi-

1~~.

sion of Planned Communication h

S . hi h . Ii . I J ~Imcrviccs, w re spccia izes in mass- 'ílmedia publicity distribution. '

In

Teleradio Bows With PRTeleradio Public Relations has . ~·

been formed as a division of Tele- : ·~mradio Advertising Corp., it was an- ' ~~nounced by Winton E. Hanson, "r'

I ~~president. Headquartered at 519 :·8th Ave., New York, the corpora- , :~1

tion, handling Castro convertibles' -.•lladvertising with an annual billingof well over two million dollars, now : ¡has complete facilities for public . ;relations, publicity and promotion; · ¡,O!

radio and television studio facilities efor production along with its com- ' •·1

plete advertising services. 1

Grayce Anne Jaymes, who con- · 1 ·:~ducts a syndicated radio show, For ~.·

SPONSOR I ~11,

People Only, will be in charge ofpublic relations. Vice president JohnJaymes has announced that Tele­radio is now agency for New York'snewest newspaper, The New YarkExpress, Rornax Industries, TheGarden Cafe, Vesuvio Restaurant,Independent Computer SystemsSchool and Golden Hills Academy.Total bi11ing exceeds three milliondollars.

,Carson, Roberts CelebrateTenth Year Profit Sharing

The Carson/Roberts advertisingagency shut down its operations fortwo hours on Oct. 26 to hold aluncheon for all 145 employees at[Dublin's restaurant in Los Angeles.

The purpose of the luncheon wasIto celebrate Carson/Roberts' 10th~yearof profit sharing. Films, slidesand talks by the agency's principals

Idepicted c I R's activities for the past

I10 years.Ralph Carson, president, and

[Jack Roberts, executive vice presi-1 dent, also announced that they willbe renovating the buildings next totheir main office headquarters on

IBeverly Boulevard so that they willhave an extra 5,000 square feet ofoffice space. Carson/Roberts ac-

1 quired the land last year.

I'Tab' Gains NationwideConsumer AcceptanceI In little over a year, "Tab,'' theCoca-Cola Co.'s low calorie soft

!drink, has become the third largestladvertised product on sopt tv in the

1nation. A top selling trio composedof flavor, quality and distinction isfaithfully reflected in spot televisioncommercials for ''Tab.''

"Tab" made its official entry intothe post-mix vending field at theNational Automatic MerchandisingAssn. convention and exhibit. Ac­ceptance of "Tab" by bottlers andconsumers alike accounted for al­most complete coverageof the coun­try in less than a year.

IC. J. LaRoche and Co.Closed Branch Office

I C. J. LaRoche and Company of575 Lexington Ave., New YorkCity, announces the closing of its

I branch office in Hollywood at 6269Selina Ave.

November9, 1964

}·,

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(I

1

REFERENCES: Sales Management Survey of Buying Power, June 1964; NCS, 1961.REPRESENTED NATIONALLY BY HARRINGTON, RIGHTER & PARSONS, INC,

55

Who reads specialized business publications?

Customers.J

II

Whose?

Yours.

, 'Ji 2 I

.-4),.

\'···"''º'

, ','l,..f.' ,.

56 SPONSOR I icr;

------

Call them purchasing agents, call them marketing directors, call them v.p.'s, call them

superintendents, managers, estimators, specifiers, buyers, consultants, designers, con­

tractors, chemists, physicists, engineers or any other title known to salesmen. What­

ever the label, you can be sure that your customers read the business press.

You can be sure because no one holding a responsible position will hold it long

without reading publications appropriate to his work. That's not the secret of re­

sponsibility-but it's a clue.

Advertisements in the business press-trade, industrial and professional publica­

tions-attract customers while they're exercising their responsibility to keep informed.

The climate's right. The price is right.

Budget as you behave.* There are no dollars in advertising budgets more efficient

than those invested in the business press.

1913Eye Street, N.W., Washington, D.C. 20006.Representing the 244 member magazinesof National Business Publications, Inc., whose membership qualifications includeindependent audits by the Audit Bureau of Circulations, the Business PublicationsAudit of Circulations, Inc., or the Canadian Circulations Audit Board, Inc.

*The fact that you can be reached has just been demonstrated•

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The specialized business press is industry's reporter,management's instructor, the sales manager's divin­ing rod, the marketer's market data source. Read bythe man who wants to get ahead and the man deter­mined to stay ahead, the business press teaches thenewcomer, trains the analyst, retreads the old-timer. Itserves, pin-points, identifies. It is not all things to allmen. It is specific, seeking out specialized markets. Itisolates, clarifies, inspires. It reaches-efficiently.

--

November 9, 1964 57

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THE CHANGING SCENE

Equal Time DecisionsThe FCC added two more politi­

cal equal time decisions to theroster last week. It informed coun­sel for Metromedia, Ine. that theInternational Ladies GarmentWorkers union campaign commit­tee could buy time on \VNEW-TVNew York, featuring campaignspeeches by President Johnson andRobert Kennedy, without liabilityfor equal time demands from op­posing parties.

A request by Democratic con­gressional candidates, Mrs. Elea­nor Clark French, for equal timeto reply to a May 3 talk on NewYork station WOR-TV by incum­bent GOP Congressman JohnLindsay was denied.

Office OpeningAnnouncedRichard-Sherwood Artists an­

nounces the opening of its offices at33 East 60th St., New York. Thecompany will specialize in repre­sentation of talent for television andradio commercial work.

Duncan Named SecretaryOf Broadcasters Assn.

Alderman Duncan has been ap­pointed the executive secretary ofthe South Carolina BroadcastersAssociation, it was announced bythe president. He has been the

I president and treasurer of SouthernI Publishers. Inc., Columbia, S. C.,

since 1959 and also editor of Con­tracting in the Carolinas, since1959.

Alderman is a graduate of TheCitadel and did graduate work atthe University of South Carolina.He was formerly the editor andpublishers of the Aiken Standardandaffiliated with the Associated Press.

Station SalesCollier Electric Company CA TV

and Microwave Systems in Colo­rado, Nebraska and Wyoming wasannounced by J. E. Collier, presi­dent of the selling companies. Com­munity Tv, Inc. of Salt Lake Cityis purchasing the CATV Systemsin Sterling, Colo.; Laramie, Wyo.;

Sidney and Scottsbluff County, Neb.Mulit-Pix, Inc., is purchasing the

Alliance and Kimball, Neb. systems.Mountain Microwave Corp. is

purchasing the microwave assetsofCollier and has applied to the FCCto provide two additional channelsof service to the systems in Colo­rado and Nebraska. Bob Magnessis president of Mountain MicrowaveCorp. J~

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1H-R RepresentativesMoveOffices to Park Avenue

H-R Television, Inc. and H-RRepresentatives. Inc., national spotrepresentative firms move to newNew York headquarters at 277 ParkAve. effective Monday, Nov. 2. Themove to the fifth floor of the newChemical Bank Building, between47th and 48th streets, gives thecompanies the largest New Yorkheadquarters of any national spotrepresentative firm, and is the thirdtime that H-R has doubled its head­quarters space since 1950.

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Kraft Sponsors ComoOn CBS TV Network

Kraft Foods Ltd., through Need­ham, Louis & Brorby of CanadaLtd., will sponsor six Perry Comospecials on the CBC-TV networkthis season.

The first of the one-hour varietyprograms was telecast live from De­troit on Thursday, Oct. 29.

Regular artists on the Como spe­cials will include the Ray CharlesSingers, announcer Frank Gallopand orchestra directed by NickPerito. Writers are Goodman Ace,Bill Angelos and Bus Kohan. Pro­ducer is Marlo Lewis. Director isDwight Hermion. The Como showoriginates with NBC.

Houston Radio StationBegins FM Operations

KLEF, Houston's newest radiostation, began operations Nov. 1at 6:00 a.m. on FM.

KLEF devotes its entire program­ing to classical music, according toRonald G. Schmidt, station vice­president and general manager.

The station's full schedule-from6:00 a.m, until midnight each day- is presented in FM multiplexstereo.

SPONSOR I:

KLEF's studios are in the SterlingBuilding in downtown Houston, andthe transmitter and antenna arc lo­cated atop the Tennessee Building,a few blocks away from the studiosite. With a power of 45,000 watts,KLEF extends its coverage to 58Texas counties and six Louisianaparishes.

3M Company ReportsHigh Sales and Earnings

The 3M Co. has reported thehighest sales and earnings for anythree months period in the firm's62-year history. Records were alsoset for the first nine months of1964.

Sales for the three months end­ing Sept. 30, 1964, reached $230.6million, compared with $210.9million for the same period lastyear. an increase of more than ninepercent.

Net income of $26.5 million,equal to 50 cents a share of com­mon stock, up 11 percent, com­pares with $23.8 million, equal to45 cents a share, for the thirdquarter in 1963.

• Eastman Kodak Sponsors'Greatest Showman'

The story of Cecil B. DeMille'sfilm career will be presented in a90-minute color special, TheWorld's Greatest Showman, onNBC-TV Sunday. Nov. 29.

Eastman Kodak Co., through J.Walter Thompson Co., has pur­chased full sponsorship of the pro­gram, it was announced by Sam K.Maxwell Jr., director of special pro­gram sales. NBC-TV. Eastman alsosponsored the first showing of thespecial program.

'Holiday Hostess'Promotion Scheduled

A special "Holiday Hostess"promotion to acquaint consumerswith holiday uses of Cambell'sTomato Soup was announced by thecompany.

Throughout the year a continu­ous advertising schedule will sup­port Campbell's Soups. During the"Holiday Hostess" promotionalperiod, specific tomato soup adver­tising will appear in national maga­zines as well as on television andradio.

November9, 1964

Arthur Hull HayesReceives Award

CARTA (Catholic Apostolate ofRadio, Television and Advertising)will present its annual CARTAAward to the president of CBSRadio. Arthur Hull Hayes.

CARTA's president John Mc­Ardle, vice president and generalmanager of WNEW-TV said thatthe award will be presented atCARTA's 17th Annual Commu­nion Breakfast Nov. 8 at the Wal­dorf Astoria Hotel.

The CARTA Award is bestowedannually to Catholic professionalsin the fields of radio, television andadvertising.

Offices Change LocationsRalph C. Ellis Enterprises recent­

ly moved to newer and larger of ficesat 556 Church St., Toronto, Ont.

Ellis Enterprises began its opera­tion in January of this yearat the Film House. 22 Front St.West. Toronto, and is a tv filmprogram distributor in Canada andabroad.

Ackerman Associates Inc. Okla­homa City. Okla., has moved tonew quarters in the AckermanBuilding, United Founders Plaza.

KFOG has moved to new studiosand offices at Ghirardelli Square,San Francisco. The Kaiser Broad­casting Corp. FM outlet is the firsttenant to occupy quarters at themulti-million dollar development.The new address is 900 North Point,San Francisco.

PCS Film ProductionsMakes Westclox Film

PCS Film Productions has pro­duced a one-minute tv newsfilm forthe Westclox Div., General TimeCorp.

Titled NewestFaceon Broadway,the film-a 16 mm black and whitesilent production, with accompany­ing script-features the recent in­stallation on Broadway of the newWestclox outdoor clock, the larg­est outdoor clock in New York.

The newsfilm was distributed to200 major tv stations throughoutthe United States for use on locally­emanating news shows.

The agency for Westclox is Mac­Manus, John and Adams, Inc., NewYork.

YOU'VEMEI THE

J ~

when he says snow,

by gosh it snows

The kind of a chap peoplealways cup an ear to. Theyswear by what he says. Theylike the witty way he says it.He's a pro at it!

Like our man Jack Davis -WKOW's big PROgrammingpersonality on the weatherbeat. When Jack says rain to­night, by gosh it rains tonight.When he says prepare for it,people go right out and buyslickers and lemons and wind­shield wipers and detergentsand complexion creams andcough syrups and things.

Got a product to add to thatlist? Let Jack Davis and hispopular Weatherscopes whipup a sales storm for it!

The PROgrammingStation

MADISON, WISCONSIN CBS

Wisconsin's Most PowerfulStation!

TONY :MOE, Vice-Pres, & Gen. MgrBen Hovel, Gen. SalesMgr.

Larry Bentson, Pres.Joe Floyd, Vice-Pres.

Represented nationally by H·R

A IMl!Xet·• STATION

59

SPONSOR SPOTLIGHT

ADVERTISERS

Darden Chambliss has beenappointed public relations direc­tor of The Aluminum Associa­tion.

Francis 1\1. Beudert and HaroldA. Ashby promoted to divisionpresident and vice president, mar­keting, respectively.

Robert O. Howard named adver­tising and sales promotion managerof B. F. Goodrich's associated tiresand accessories division.

Charles S. Grill appointed to thenewly created position of directorof advertising of Philco Corp.'s con­sumer products division, effectiveimmediately. Daniel R. Cavalier re­signed as merchandising manager ofthe firm.

Lloyd T. Moore named to headLibbey Products, Owens-111inoisIn­stitutional glassware sales for thePittsburgh office.

Harold S. Rieff joined the Bun­lap Corp. as executive vice presi­dent and general manager.

Edward J. Williams appointed ex­ecutive vice president for finance,production and research and Fred1\1. Haviland, Jr. appointed execu­tive vice president for marketing.

AGENCIES

Robert Bode, Frederick Kitteland Bernard Owett elected vicepresidents in the New York officeof the the J. Walter Thompson Co.and Franklyn Johnson elected vicepresident in the Chicago office.

Edward Williams Fred Haviland

60

Sumner .J. Winehaum namedhead of the Paris office of Young& Rubicarn.

Clare Harnes elected a vice pres­ident of Sullivan, Stauffer, Colwell& Bayles. Ine.

Rod l\1cl\1anigal joined the Prin­ceton advertising and public rela­tions agency as copy chief.

John F. Brookman and WilliamV. Humphrey joined Donald YoungAssociates, Inc., Chicago, as ac­count executives.

Edward Edd and William Ed­wards joined Carl Ally Inc., Adver­tising as broadcast traffic coordina­tor and account executive.

John E. Hussey joined the re­search department of D'Arcy Ad­vertising Co. as research analyst.

James P. Dwyer joined the Phila­delphia office of Albert Frank­Guenther Law, Inc., as accountsupervisor,

Russell Walters joined Bronner& Hass, Inc., Chicago advertisingagency, as assistant art director.

James A. Wilson appointed broad­cast creative director of Powell,Schoenbrod and Hall Advertising,Chicago, Ill.

Anderson F. Hewitt joined Gey­er. Morey, Ballard, Inc. as seniorvice president.

Robert A. Fishman joined thestaff of Berne-Vogel & Associates,Washington, D. C. advertisingagency. He will assume the post ofbroadcast media.

Anderson Hewitt Robert Fishman

Joseph Sollish l~ilAnders Krall

Joseph Sollish named an associ-ate creative director and a vice pres- ID(l

idcnt at Young & Rubicam. , 1ni~01

Anders Krall appointed vice pres- Cur

idcnt and director of market re- , mersearch of Cunningham & Walsh, Clll

Inc., New York.

Barry Blau elected a vice presi­dent of Sullivan, Stauffer, Colwell &Bayles, Inc., New York.

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Edwin P. Berlin named copychief for Dunwoodie Associates,Inc., Garden City, N. Y.

Paul Lehner, William C. Tay­lor, Donald H. Rice, Theodore E.Schulte and C. Malcom Sullivanappointed members of a new man­agement committee in the Chicagooffice of the J. Walter ThompsonCo. Lehner is chairman of the com­mittee.

Paul Gordner named sports direc­tor of the Young & Rubicam tv­radio program department's public­ity services.

Stan Kohlenberg named vicepresident in charge of special pro­motional projects on the Warner­Chilcott Laboratories account forSudler & Hennessey, Inc., NewYork.

Ralph Linder appointed vicepresident and Latin American Co- ¡ ion

ordinator of Lennen & Newell, Inc. , ilirei

Stan Kohlenberg Ralph Linder

SPONSOR

Steven Semons Henry Reeves

Steven L. Semons appointedmedia director at de Garmo Inc.Prior to a BBDO hitch as mediagroup head, Semons was with theCunningham & Walsh media depart­ment and earlier, Young & Rubi­cam.

Henry A. Reeves elected a vicepresident of Fuller & Smith & Ross,Boston, Mass.

Isabelle Stannard joined Friend,Reiss as media director.

John Laslo joined Bronner &Haas, Inc., Chicago as a copy­writer.

Peter F. McNally appointed cre­ative director at the advertising andpublic relations firm of McClellan& Associates, Inc.

Elizabeth L. Jones named a crea­tive director of Adams, Martin andNelson Advertising, Inc., Minne­apolis, Minn.

James F. Bender appointed di­rector of public relations in thePittsburgh office of Fuller & Smith& Ross, Inc.

Ron T. Smith elected presidentof The Martin R. Klitten Co., Inc.,Los Angeles.

Peter Keveson joined Kastor Hil­ton as vice president and creativedirector.

Elizabeth Jones

November 9, 1964

James Bender

Edward McClure Joseph O'Sullivan

Edward M. McClure named ac­count executive at Fuller & Smith& Ross for its client, WorthingtonCorp. Joseph \V. O'Sullivan appoint­ed manager of administration ofFuller & Smith & Ross' New Yorkoffice.

Thomas Della Corte and RobertJeremiah have been promoted tosenior buyers in the media depart­ment of Cunningham & Walsh f nc.,New York.

Alice Givens joined the firm ofEarle Palmer Brown and Associ- 'ates, Inc., as copy chief.

Gerald Weinman named associ­ate director of Pritchard, Wood,Inc.

Carl L. Friberg joined Clinton E.Frank, Inc. as a print buyer in themedia department.

Jan Schneider joined GardnerAdvertising Co.'s St. Louis mediadepartment as a buyer.

TIME/Buying and Selling

James C. Kissman and James F.Mackin appointed account execu­tives to the radio division of Peters,Griffin, Woodward, Inc.

Keith Larkin who has been withthe firm for seven years, continuesas an associate in the office.

Ron Smith Peter Keveson

KeoH

YOUR BESTNegro buy

NOW rated3rd in MetroHouston

(Pulse Metro Area, Aprll-May-June, 1964)(6 AM·6 PM M·F)

KCOHdelivers the nation's 10th largest Negrometro market, with purchasing powerof over $300,000,000.00 annually, andmore!

KCOHknows that advertising results are nec­essary ... and gets them!

KCOHhas had the lowest C.P.M. throughout1964 of all Houston radio stations!

KCOHhas earned the Negro community'sloyalty, assuring advertising acceptance.

Robert C. Meeker, Pres.Represented by: Savalli-Gates, Inc.

Exclusive New Service ForRadio Stations and Advertisers

Goodfeature programming can be economi­cal. It can build audiences. It attracts adver­tisers. It sells listeners.

Enterprise Broadcast Features now bringsto radio timely, entertaining, informative fea­tures that appeal directly to the wide range ofaudience interests. We call this concept ...

Target ProgramsIt's dynamic and different.Enterprise Broadcast Featuresdraws on the

experience of the world's largest newspaperfeature service ... Newspaper Enterprise As­sociation. Working with this wealth of out­standing talent, veteran broadcast producershave created dramatic, new features especiallyto serve stations and advertisers.

"By-Line", "Sportscene", "This Is Living","Let's Exercise", "Gardener's Notebook","Jacoby On Bridge", "Agribusiness", "Story­toon Express", are available now.

Cost? Surprisingly low.Call, wire, write today.

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Telephone: 212 TN 7-6800

61

SPONSOR ~POTLIGHT

GaQ Ferlisi appointed managerof the Portland, Ore. office ofJaeobson-Simpson & Associates.

George C. Allen appointed a ra­dio account executive in the LosAngeles office of Edward Petry &Co., Inc.

TV MEDIA

Joseph Schacter appointed busi­ness manager of WNJU-TV New­ark, N.J.

Bruce B. Cox appointed programmanager of WLOS-TV Asheville,N.C.

Thomas J.Knott named assistantprogram manager of the Group WBoston station of WBZ-TV.

Charles Amato joined WOR-TVNew York, as an account execu­tive.

John Wicklein joins WABC-TVas news director effective Nov. 16,1964.

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62

Richard Trembath Gera!d Gilles

Richard Y. Trembath and Ger­ald R. Gilles appointed public af­fairs director and account executivefor KYW-TV Cleveland, Ohio .

Robert L. Gilbertson, Jr. ap­pointed vice president and generalmanager of WTEN-TV Albany­Schcnctady-Troy, N.Y.

Bosh Pritchard named vice prcsi­dent in charge of sales for Tel Raproductions of Philadelphia.

William J. (Bill) Sheehy ap-pointed account executive forWLKY-TV Louisville, Ky.

Douglas Treamer appointed anaccount executive in WOR-TVsales.

RADIO MEDIA

John W. Nelson and James E.Long joined WJR Detroit, Mich.as account executives on local andregional business.

Sid Cohen and Michael Fransenjoin KPAT-AM-FM San Francisco,sales department. Alice Potter joinsKPAT-AM-FM as copy chief anddirector of public relations.

Robert M. Oxarart appointedmanager of KFRE-FM Fresno,Calif.

Donald Tawzer appointed salesmanager at KOIL Omaha, Neb.

Lawrence A Wilkinson and CleoWright Warriner named chief en­gineer and director of advertisingand sales promotion for WCBMBaltimore, Md.

Loren F. Hollembaek appointedsalespromotion manager and JamesF. X. Mullen named mcrehandis­ning manager for CBS Radio.

Floyde Beaston Roger Kiley

Floyde (Bud) Beaston namedvice president and general managerof WGMS Washington, D. C. ef­fective Nov. 9.

""•..

Roger W. Kiley selected as salesmanager for KISN Portland, Ore. t I ;(ill

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Jack Baker has been added tothe local sales staff of WIP Phila­delphia, Pa.

SYNDICATION& SERVICES

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Arnold D. Burk resigned as ex­ecutive assistant to United Artistspresident Arthur B. Krim.

Bill Lee has sold all interests inhis management firm to assume thepost of creative director for DickClark productions.

Jack Hauser and William Brooks,Jr. added to Triangle executive salesstaff.

Paul Whiteman named specialprogram consultant to TriangleStations, it was announced by Rog­er W. Clipp, vice president, radio­tv division, Triangle Publications,Inc.

©WSTV-TV

Dominant inWheeling· Steubenville

SPONSOR

CO:Ml\t:ERC:IAL CRJ:TJ:QUE

Costs ol production cut

By Arthur Bellaire

Creative directorBBDO, San Francisco

• Regardless of what a given com­merical costs to produce, is it reallyworth it? And if not, what's thebest thing to do? Cut corners whileit's in production in order to bringit in as cheaply as possible? I don'tthink so. l think that's too late. Ithink it's cheaper to have a betteridea in the first place.

After all, ideas are probably thecheapest commodity there is. Oh,we have to pay through the nosenow and then to inspire somebody tohave one, but nobody has a corneron them. Not even the advertisingbusiness has a corner on ideas.

When I say that it takes ideas tocut production costs, I am not atthis moment referring to those basicideas which all advertising needs­those ideas which select the strong­est selling appeals to form the basisfor copy. I am referring to anotherkind - communicative ideas - onwhich lie the burden of the success­ful execution of basic appeals. Inother words, in television it ain'tjust what you say that counts-it'show you say it.

Start with a sound basic copystory, expressed in a strong basictheme: that's what to say. Thenselect a technique that's going toexpress this basic idea in the mostcompelling and interesting way pos­sible: that's how to say it. True,that goes not only for tv copy butfor all media. But in television that'swhere too many copywriters startasking the advertisers for productionmoney rather than asking theirbrains for good ideas. Some tech­niques do need money to make themcome off, but more often than notan idea is good because it is simpleand uncluttered.

It just takes thinking. "The brainis a wonderful organ," said RobertFrost. "ft starts working the mo­ment you get up in the morning andit doesn't stop until you get to theoffice."

November 9, 1964

If television is a medium of close­ups-and it is-then playing it closeto the eyelashes is more often rightthan it is wrong-and reasonable incost more often than expensive.Shooting in close-up is a good placeto begin becauseit concentrates theinterest and comes out big. This iswhere empathy begins.

Playing it in close-up can causemany wonderful things to happenin addition to a lower productionbudget. The close-up is intimate. Itinvolves. And these days we haveto involve or we are lost.

Simply saving money in the pro­duction of commercials is hardly anend in itself. But having a good ideais-because a good idea really in­volves the customer. And a goodidea is generally a simple idea. Anda simple idea generally costs less toproduce than a complex idea.

One impression I don't want toleave is the thought that when agood idea occurs it automaticallysavesmoney. It's just that the copy­writer or producer who looks forideas and watches the dollars willbe more likely to get his money'sworth when a larger investment isrequired. The odds are always inhis favor.

Animation, as you know, comesin many prices. Most commercialscan thrive without it, but in thosecaseswhere we decide we need ani­mation, more often than not somelimited form at a limited price willdo the job nicely.

If you must animate, have a rea­son. And if you need good quality,have a reason to pay that extraprice. Take Mr. Magoo, for example-that nearsighted, bumbling, my­opic little salesman who is now inhis fifth year selling General Elec­tric light bulbs. This is not cheapanimation by any means, but judg­ing by Magoo's record-selling lightbulbs, we're really getting our mon­ey's worth.

ARTHUR BELLAIRE

a vice president and member of the board ofdirectors of Batten, Barton, Durstine & Os.born, recently moved to the agency's SanFrancisco office as creative director. Previousto his West Coast appointment Bellaire wascreative director in charge of tv and radioproduction in New York. He joined BBDOin 1943 as a print copywriter, transferredto the radio copy group in 1945, begancreating tv commercials in 1948, took chargeof radio/tv production in New York in1962. Prior to joining BBDO, Bellaire was anews writer with NBC and a radio newswriter with the United Press. He is a mem­ber of numerous advertising committees,chairs the newly-formed 4A committee ontv commercial production. Author of the book"Tv Advertising-A Handbook of ModernPractice," Bellaire has also written manyarticles on tv commercia'ls.

When you total it all up, it'sactually not one idea a good tvcommercial must have, it's two: firstthe basic theme idea, expressingwhat the advertiser wants to say;and second, the communicative idea.Isn't it a shame that the number ofcommercials cluttering up tv todayseem to have no ideas at all-orseem to have one without the other.

l t's the horribly frightening re­liance on extra production values tomake up for lack of basic sellingideas that's causing a waste of manyadvertisers' dollars on television to­day. Ovcrconcern for aesthetics.Un­der-concern for selling.

Fortunately, some advertisers stillinsist on basic ideas and communi­cative ideas in one and the samecommercial. lt takes a bit morethinking, but it pays off. +

63

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64

CALENDAR

NOVEMBER

Broadcasters Club of Washingtonreception for membersof the FederalTrade Commission,BroadcastersClub,Washington, D. C. (9).

Assn. of National Advertisers fallmeeting,The Homestead,Hot Springs,Va., (9-11).

ABC Radio regional affiliates meet­ing, Detroit, Mich. (1O).

American Assn. of AdvertisingAgencies eastern annual conference,Hotel Plaza, New York. N.Y. (10-11).

Point-of-Purchase Advertising In­stitute, 18th annual conferenceand ex­hibit, New York Hilton, New York(l 0-12).

Radio-Television News DirectorsAssn. annual conference, Rice Hotel,Houston, Tex. (11-14).

Peters,Griffin, Woodward, Inc. an­nual promotional seminar for PGWrepresented stations, Pick CongressHotel, Chicago, Ill. (11-16).

OK-CATV Assn. of Oklahoma andKansas annual meeting, SheratonOklahoma, Oklahoma City, Okla. (13).

ABC Radio regional affiliates meet­ings, Albany, N.Y. (13).

American Women in Radio & Tele­vision board of trustees meeting ofthe educational foundation, Washing­ton, D.C. (13-14).

Edward Petry & Co. annual pro­motion seminar, Pick CongressHotel,Chicago, Ill. (16).

BDA annual seminar,Pick CongressHotel, Chicago, Ill. (16-18).

NAB CONFERENCE SCHEDULENational Assn. of Broadcasters fallregional conferences:

Statler Hotel, Detroit (Nov. 9-1O).

Hotel Ten-Eyck, Albany, N.Y.(Nov. 12-13).

WE SQUEEZEDTHE AIR OUT

I AND LEFTNOTHINGBUT AIR IN

1

All broadcast . . . all buying • . . all im­

portant. That's SPONSOR, designed as -

and still - a buyer's book. Not pedantic,

mind you. Not gossipy. We present the

top of broadcast news, quickly; the meaning

of the news, deeply; the trend of the news,

perceptively; the future of the news, daringly.

Do we ever annoy? Offend? Disrupt? Yes.

We also enrich the buying mix in the back of

the buyer's mind - with the stuff that he!ps

make the difference between "ordering" and

"buying." That's why the buyer reads

SPONSOR. the broadcast idea weekly with

the fat trimmed away.

25 West 45th Street, New York City, 10036,

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With such tough judges, what else could it be?We asked the media buyers in seven major

cities which local radio stations they choose forthe bulk of their buying."

In each case, the great majority chose theCBS Owned radio station as one of the top three.

Why? Because they are the best judges ofmedia in their own communities.

They listen to their local stations. They talk

Once ... lucky dog. Twice ... lucky dog?Seven times ... can't be luck. Must be class!

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to people around town. They've learned that atalk-and-information format provides a best-of­show setting for their commercials. Especiallywhen it's talk and information that people re­spect and respond to.

So seven times out of seven the experts showhow much they prize their CBS Owned radiostation. And they put their money where theirchoice is.

WCBS New York, WBBM Chicago, WEEI Boston, WCAU Philadelphia, KMOX St. Louis, KNX Los Angeles, KCBS San FranciscoRepresented by CBS Radio Spot Sales

THE CBS OWNED RADIO STATIONS

*Source: Study by Charles Harriman Smith/Associates, Inc. Available on request.