OCTOBER 26, 1964

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PRICE 40c

New direction: travel advertisers turn to tv .

rv campaign replaces roadside sign tradition

l'he rising tide of radio .

• • •

• •

• • • • • • • • • • • • • •

Why WLOS-TVboughtVolumes 1, 2, 4, 5, 7,8 and 9 ofSevenArts' "Films of the 501s11

Morton S. Cohn:Vice President and GeneralManagerof WlOS-TV

Says Morton S. Cohn:We program 23 feature films each week for a huge, highly selective audience whichhas shown real interest in recent productions with top stars, and big box office titles.

Scheduling approximately 1,200 films each year requires a large library from whichto select, but even more important, it demands quality. Our purchases of Seven Arts'Volumes 1, 2, 4, 5, 7 and 8 and our most recent buy of the 215 Universal/Seven Arts'features in Volume9 guarantees that we can continue to give our viewers thequality they have come to expect.

Our prime·time "Friday Night Movie", our Monday through Friday "Early Show"and our highly successful "Battlefield" feature showcase are "must viewing" in theGreenviffe·Asheviffe-Spartanburg market. Volume 9, along withthe other SevenArts' Volumeswe have under contract,

GIVES US THE TOP-QUALITYPRODUCT WE NEEDto build evenmore audience loyalty.

The high-calibre of our movies have built for WLOS-TV the largest feature audiencein the six-state Carolina Triad, and national advertisers have been quickto respond to this potential

A SUBSIDIARY OF SEVEN ARTS PRODUCTIONS, LTDNEWYORK 200 Park Avenue 972-7777CHICAGO,4630 Estes, Lincolnwood, rn. ORchard4-5105DALLAS 5511 Royal Crest Drive EMerson 3-7331LOSANGELES 3562 RoyalWoods Drive, ShermanOaks,Calif

Slate 8-8276TORONTO,ONTARIO,11 Adelaide St. West EMpire 4-7193

For list of TVstations programming Seven Arts' "Films of the 50's" seeThird CoverSRDSCSpot TV Ratesand Data)

SEVEN ARTSASSOCIATED

Not ONE segment over and over-Whether

your product is food, drugs, gasoline, ap­

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whole ___.__arketMULTI-CITY TV MARKET

Steinma.n Television Sta.tia ns · Clair McCollough, Pres.WGAL-TV Lancaster, Pa.• KOAT-TV Albuquerque, N. M. • KVOA-TV Tucson, Ariz.

FRIDAY AT 5--..

Metromedia Buys Wolper ProductionsLos Angeles- Metromedia, Inc.,

continuesto expand its holdings withannouncementthat the firm has con­tractedto acquire the entire stock ofWolperProductions, Inc. Total pricetag is more than $3.6 million-ap­proximately$1 million in cash plus69,551sharesof Metromedia commonstock.

As a resultof the deal, Metromediapicksup all of Wolper Productions,including its five subsidiary com­panies;Wolper Television Sales, anationaldistribution company; News­reel,Inc., formerly Paramount News;and three Wolper music companies.

David L. Wolper, president of theproductionfirm, will remain in hispostandwill becomea vice presidentof Metromedia,Inc.

Commentingon the purchase,JohnW. Kluge,chairman of the board andpresidentof Metromedia, said: "Thisis a logical step in Metromedia's cor­porate development combining twoyoungandaggressivebroadcastingandentertainmententities. It will makepossiblebetter quality entertainmentand informational programs for the

ABC-TV DocumentcriesTo Cost 3M $2.5 Million

New York-Six hour-long docu-mentarieson ABC-TV will be spon-

1~sored by Minnesota Mining &IManufacturingat an estimatedcost

of 2.5 million. The buy represents3M's first support of a documen­tary seriesand its first use of cor­porateinstitutional advertising.

In a talk given at Videotape Pro­ductions' sixth anniversary openhouse.Harry Helzer, in charge of3M's advertising services, statedthat3M will, be spendingalmost 1Omillion in advertising this season

~- I ('64-65).). Threeof the David Wolper-prod-

uced documentarieswill be airedthis seasonand three next season.

111 Also, it was announced last week

that all of the documentarieswillbenarratedby Van Heflin.

The programs will cover suchsubjects as important but little­known scientists,people who defydeath,the life of MacArthur, theII "tribal customs"of teenagers.w Agencyfor 3M is BBDO.

public and simultaneously achieve acorporate growth objective."

For his part, Wolper declared:"Thetransaction will provide the financialability to carry out the expansionanddiversification plans which would nothave been otherwise possiblenow."

Wolper Productions' current sched­ule includessix tv specialsbeing prod­uced for the Xerox Co. and six spe­cials for 3M (see story on this page).

International Film & TvFestival Winners Named

New York - A European filmed­in-color commercial for Pirelli Tires,produced by Insel-Film of Munich ina fast-paced style that looked like aJamesBond chasesequence,won thegrand award for tv commercialsat thefourth International Film & Tv Fes­tival of New York here last week.

Other significant tv winners: theMPG-produced "rolling tire" com­mercial for Gulf Oil (best visual ef­fect); Stars & Stripes Productions'"Ronson oily bird" (best animation);VPI's "balloons" commercial for Up­john (best color); Barbara Feldon,Revlon's "tiger girl" (best commercialactress).

Stations WFIL-TV Philadelphia,WGN-TV Chicago, WBNS-TV Co­lumbus and WRCV-TV Philadelphiawon awards for public service shows.

Herbert HooverIn Radio's Early Days

Washington- Broadcastsand cere­monieshere for former presidentHer­bert Hoover brought nostalgic mem­ories of radio's early days to broad­casters who remembered Hoover'sguidance during the history-makingNational Radio Conference back inthe '20s.

It was under Hoover's guidance,assecretaryof commercein the Hardingadministration, that the young andwildcat radio industry in this countrywas given its first serious attentionand discipline. At the time he calledthe first National Radio Conference,in 1922, there were 50 licensedbroad­casting stations, and by 1923 therewere 550. Interference was intoler­able under the loose reins of Com­merce Dept. guardianship.

The radio conferences recom­mended allocating frequencies andclassifying stations to bring order outof chaos, and the Commerce Dept.began to implement the suggestions.At the third conference in 1924Hoover predicted the unlimited im­portance and growth of an industry inwhich "sales of radio apparatus hadjumped from a million dollars a yearto a million dollars a day."

Those were the days of the birthof networks, NBC in 1926, CBS in1927, and the unforgettable call letterslike WEAF, WGY, KDKA that heldlistening Americans glued to their sets.

Schroeder: 'More Independent Thinking in Radio'Detroit - Although admitting that

radio is generally profitable, WillardSchroeder, joint board chairman ofthe NAB, seesa "cloud of somemag­nitude dulling the radio picture."

Speaking before the Institute ofBroadcasting Financial Management,Schroeder pointed out that of the3685 radio stations making 1963 fin­ancial reports to the FCC, 33 percentof them were loss operations.He alsosaid that "as a result of present pro­graming practices, there has been ashrinking of the total radio audience-the sets-in-usefigure is not largeenoughto enablea healthy radio busi­ness."

Conceding that formula radio hasproved successful in many cases,Schroeder said: "Unfortunately thevery sheepinstinct that initially caused

so many stations to embrace formularadio stimulated them to narrow thechoice. If the rock-and-roll formulaseemed to produce the most ratingpoints, it was the one to copy."

Schroeder cited exceptions to thetrend such as WSB Atlanta, WGNChicago and WCCO Minneapolis.They and some others like them, hesaid, have evolved their programingon the basisof their "own independentthinking, their knowledge of theirrespective markets, the general savvyof their staffs. The result has been aconsistenthistory of audience leader­ship and the resulting benefit of strongadvertiser support."

Schroederadded: "Perhaps, if thereis to be emulation, it's this kind of ap­proach that should be copied by oth­er, less successfulstations."

October 26, 1964

'rel. I CONTINUED ON NEXT PAGE _,

3

ro---- FRID.AY.AT5-----------

Polifical · 1F.ilm;~~Y Mothers for MoralAmerica May IB~ing·,·ini-the FCCGOP presidential candidate sendstract to cleanersafter previews raised a storm of controversy

Washington - The feeling here isthat the FCC will inevitably becomeembroiled in the Mothers for MoralAmerica film fracas when and if theexpurgated version finally hits the tvscreenson the NBC network.

The film is a GOP tract on Amer­ica's moral decay, and has been sentto the cleaners by Republican presi­dential candidateGoldwater after pre­views of the contents raised a stormof controversy.

Outragedprotest carnefrom Demo­cratic Committee chairman John M.Bailey that it was the "sickest," and hefurther taggedit as "smut," "prurient"and "prejudiced."

Network previewers agreed that ajolting 60 secondsof the moral decayaspects,from topless bathing suits tothe recurring view of a big, black andvery presidential limousine with aspeeding, beer can-throwing driver,would have to come out.

The Mothers for Moral America,headquartered in Ann Arbor, Mich.,had previously announcedthe film asa "documentary film considered bymotion picture industry leaders whohave viewed it as the 'most powerful'

ever produced." (Comment was heardthat the movie industry leader referredto in the announcement could onlyhave been Joe Levine.)

National project director of the

mothers' group is Mrs. Hiram CHoughton of Iowa City, Iowa, whcsaid the mothers of America contrib.uted the funds to produce the docu.mentary which is entitled, approorí­ately enough, "Choice." The film'spurpose is to show alternatives be-I•tween decaying (read "Democratic")forces, and the good (read "Gold­water") leadership for the UnitedStates. It was to have been shownlast Thursday, to the mothers of ,America on the NBC daytime sched-ule. I

Networks Backed on Equal Time DecisionWashington - In its decision to

exempt President Johnson's Oct. 18messageon foreign developmentsfromequal time demands, the FCC grantsthat "the networks could properlydetermine that the President's report,expressing the U.S. government'spolicy in relation to those events,wasa spot newsevent ... "

FCC's follow-up explanation of itsdecision for exemption, last week,leans on two reasons. The first wasthat the President'sspeechon foreigndevelopments"of an extraordinary na­ture" was a bona fide news event un­der the 1959 exemptions to the equaltime statute. The other reason cited1956 precedental exemption for theEisenhower message on the Suezcrisis, which was by inference "up­held" when congressional1959 amend­ments setting up news exemptionsdidnot overturn the FCC decision.

The six to one majority on the com­mission has summed up the heart ofthe matter in onestraightforward para­graph midway through the five-pageexplanation, which gives the broad­casterhis due in newsjudgment:

"In short, we think that the net­works could reasonably conclude thatstatements setting forth the foreignpolicy of this country by its chief ex­ecutive in his official capacity con­stitute news in the statutory sense.Simply stated, they are an act of of·fice of the president of the U.S.

If the Republican National chair­man goesthrough with a court appealfrom the FCC decision, as threatened,then the 89th Congressmay be eggedinto doing something constructiveabout the patchwork quilt of equal­time rules, exemptions and exceptionsleft in the wake of the 1959 attemptsto amendSec.315.

FCC decision quotes Sen. Pastore'sprophetic argument for amendmentat that time: "If the president of theUnited States were a candidate forre-election he could not stand up infront of the American flag and reportto the American people on an impor­tant subject without every other con­ceivable candidate standing up andsaying, 'I'm entitled to equal time.'"

Only commissionerRoselHyde dis­sented from the FCC decision lastweek. A Republican, Hyde also dis­sented,as a matter of principle, in the1956 decision to exempt the Eisen­hower message.Hyde believesin thestrictest adherenceto the letter of thestatute and the four exceptionsenum­erated by Congress.He opposesany"administratively - contrived" excep­tions.

Commissioner Bartley concurredwith the exemption for the Johnsontalk on the groundsof internationalin­terest, but did not agree that it cameunder a "bona fide" newscategorysetup in the 1959exemptions.

NAB Asks ReconsiderationOn SRDS' Dropped Listings

Washington, D.C. - The NationalAssn. of Broadcastersis disturbed atthe recent decision of Standard Rateand Data Service, Inc., to eliminatemonthly listing of small market ra­dio stations and all FM stations.

In a statementissuedlate last week,Vincent T. Wasilewski, executive vicepresident of NAB, declared: "TheNAB hasrequestedStandardRate andData Serviceto reconsider its plan onthe grounds that it would render im­measurableharm to the radio industryand particularly to some 1700 small­market radio stations that will be af­fected directly by such action."

A meeting between officials ofNAB and SRDS will probably beheld late this week to discussthe mat­ter.

BOA To Merge with BBDOAtlanta, Ga. - Burke Dowling

Adams, Inc., Atlanta's largest adagency, will merge with Batten, Bar·ton, Durstine & Osborn, Inc. effec­tive Nov. l.

The southern agency will continueto operateunder its presentnameasawholly-owned division of BBDO. Atthe same time, stockholdersof BOAhave acquired stock interests inBBDO.

BBDO, rated as the fourth largestagencyin the world, billed more than$104 million in radio and tv lastyear.

u,

•4 SPONSOR

l,\

•..

l

111

. .. .

. ...

(Our nine newscastersare limping testimonials to this faet.)

Most TV stations have a good staff ofnewsmen to do the digging.

And a deskman to do the writing.And one or two other fellows to do thetalking.

The results are usually quitesmooth. And often quite bland.

We do it differently: The guys whodo the digging also do the writing. Andthe talking.

Each man has a special beat: Stategovernment, politics, city and countygovernment, general news, and sports.

\!

October 26, 1964

Other members of the team concentrateon editorials, features, and weather.And our anchor man for the entire45-minute news package keeps an eyeon all the news.

When one of our men writes hisstory, he writes with authority.

When he reads his story, he readswíth authority.

Because he is an authority.People in Raleigh-Durham and

eastern North Carolina have come toexpect more from WRAL-TV news than

WHAL-TV

a smooth and bland recitation of theday's news events.

And they get more.In return, we get more: More re­

spect for our news proqi amrninq, abigger, more discriminating audiencefor all our programming.

It may be heartless, but we líke tosee one of our newsmen limping.

We feel it's much better than pui­ting an extra cushion in his chau.

WRAL-TV, Raleigh, N.C. ABC Tele­vision. Represented nationally by H-R.

5

President and PubllaherNorman R. Glenn

SpansarOCTOBER

EDITORIAL

26, 1964 • VOL. 18, NO. 43

EditorSam ElberFeature EditorCharles SinclairNews EditorWilliam S. Brower, Jr.Speclal Projects EditorBen BodecManaging EditorDon HedmanSenior EditorWilliam RuchtiAssociate EditoraBarbara 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)Sf\eila Harris (San Francisco)Frank P. Model (Boston)Lou Douthat (Cincinnati)Margaret Cowan (London)

33 New directions: travel turns to tv

Airlines, pins other print-oriented travel advertisers, are switchingmedia to reach broader passengerpotential

36 Radio strengthens American Express image

Urgency and safety characterize A111ExCocommercials for INl\'­

e/ers checks; prestige and convenience for credit cards

41 Burma-Shave ad load off the road and on tv

Forty-year roadside-sign tradition is scrapped for shaving cream'stv crack at competition's lead in the promising $100 millionaerosol-lather market

44 Radio's rising tide

Attention to sound medi11111promises new high mark in analysisof l ti-year Nielsen records. Total home-hours of radio use isnow vying with pre-tv levels, according to CBS Radio research

48 Tv credits for AmExCo's credit cards

As part of its advertising "case history" in tite making, travelcompany gives "whys" behind its first tv campaign SALES

DEPARTMENTS

Calendar 62 Publisher's Report 10Changing Scene 51 Sponsor Scope 27Commercial Critique 61 Sponsor Spotlight 58Friday at Five 3 Sponsor Week 16Letters 12 Week in Washington 13

New YorkGardner PhinneyNorman GittlesonChicagoJerry WhittleseyLos AngelesBoyd GarriganSt. Petersburg

William BrownAdvertising ProductionLouise Ambros

CLIth1

ADMINISTRATION I thEditorial DirectorBen Marsh 1 lnw·•· Production Director o!~

• I I .a Harry Ramaley'•c.,.,•"'º Circulation Director I~mm¡

~Joe WalkingData ProcessingMan1ger

~

John KesslerCirculation PromotionGerhard Schmidt

SPONSOR o~,

SPONSOR® Combined with TV, U.S. Radio, FM® is published weekly by Moore PublishingCompany, a subsidiary of Ojibway Press, Inc. PUBLISHING, EDITORIAL AND ADVERTISINGHEADQUARTERS:555 Fifth Avenue, New York, N. Y. 10017. Area Code 212 MUrray Hill 7-8080CIRCULATION, ACCOUNTING AND DATA PROCESSINGHEADQUARTERS:Ojibway Building,Duluth, Minn. 55802. Area Code 218 727-8511. CHICAGO OFFICE: 221 North LaSalle St.,Chicago, Ill. 60601. Area Code 312 CE 6-1600. LOS ANGELESOFFICE: 1655 Beverly Blvd., losAngeles, Calif. 90026. Area Code 213 628-8556. ST. PETERSBURGOFFICE: 6592 North 19thWay, St. Petersburg, Fla. 33702. Area Code 813 525-0553. SUBSCRIPTIONS:U.S., its posses­sions and Canada$5 a year; $8 for two years. All other countries, $11 per year. For subscrip­tion information write SPONSOR,Subscription Service Department, Ojibway Building, Duluth,Minnesota 55802. Second class postage paid at Duluth, Minnesota. Copyright 1964 by MoorePublishing Co., Inc.

6

CLEVELAND'the "one-buy" market

the one to buy!Another adventure in local programming, WJW-TV's twice award winning "ADVENTURE ROAD" brings the far corners

of the earth to arm-chair adventures ... holds general acclaim for wide-appeal intellectual and educational program­

ming. Cleveland with no fringe stations taking a bite of the viewers is the one buy market. WJW-TV is the one to buy.

Las mms PHILADELPHIA DETROIT MIAMI TDLEDD CLEVELAND CLEVELAND NEW YDRK DETROIT MILWAUKEE ATLANTA TDLEDD STORERKGBS 11"/BG ll'JBK ll'C.BS II SPD u·111· u·111.rr uu» 11JBKTI" II '/Tl-TP"• 11'.-tGA-TI' U'SPD· TV BAIJADCAST/.V<1'covrs«:

October 26, 1964 7

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ana1Dorthf 'Adfertiser

'

with antractife roduct

crind HappinessbyWinninj theCoyalty

and'Affection of a~J1ical .. ericp

ousewife?

DA YTll\fE ADVERTISERSON THE CBSTELEVISION NEfWORK( 1964, l\IONDA Y-FRIDA Y)

Best Foods (Corn Products Company) Continental Baling Company, Inc.Binney & Smith, Inc. The Dow Chemical CompanyThe Borden Company The Drackett CompanyHriviol-Mycr-, Company E.I. duPont de Nemours é; Company, Inc.Culgon Corporation Edward H. Dalton CompanyCalifornia Pacling Corporation F & F Laboratories, Inc.Campana Corporation Family Foocl-, Inc.Campbell Soup Company Father John's Medicine Company, Inc.Carnation Cornnuny Florida Citrus CommiwionChc-cbrouch-Pondv. I ne. The R. T. French CompanyChurch & Dwight Company, Inc. Frigidaire I General Motors Corporation)Colgate-Palmolive Company I rito-Lay. Inc. 1

Columbus Coated Fabrics Co. (Borden) General Foods Corporation jAudience data arc fm >loo.· Fd.,7 am-ó pm' homes reached basedon Nielsen avcrugc audience cstimatev: audienceoompo,;1;00'

Alberto-Culver CompanyAluminum Company of AmericaAmerican Cyanamid CompanyAmerican Doll & Toy CorporationAmerican I lome Product' CorporationThe Andrew Jergens CompanyArmstrong Cork CompanyArnold, Schwinn & Company

Sl03.000.0005aysJfe(an!Of all the ways to a woman's heart, the surestis daytime television-on the CBS TelevisionNetwork. America's advertisers put their moneyon it: 103million dollars in the past 12months.Far more than on any other advertising medi­um addressed to women.

For advertisers know that daytime telexisionis a world of its own-inhabited largely bywomen. If you could lift the roofs off America'shomes during the day you would find an averageof S.Smillion women tuned to their televisionsets...sonic 36 million in the course of a week.

Advertisers know, too, that the most populardaytime shows come from the CBS TelevisionNetwork. All of the Top 12 programs-a match­lessschedule of comedy.studio diversions.news,and the irresistible daytime serial. In the averagedaytime minute this year 4,860,000 homes aretuned to CBS-59 per cent more than are tunedto the second network, twice as many as to thethird! In a typical casean advertiser employingjust 12announcements in four weekson the CBSTelevision Network has demonstrated his prod­uct an average of 3.3 times in 21 million homes.

Predictably, advertisers seeking the loyalty of theAmerican housewife spend the greatest part oftheir budgets on the daytime programs of theCBS Television Network-nearly asmuch astheyspend on the other two networks together andmore than they spend on three leading women'smagazines combined. They are saying, in effect,that the most important seat of the country'spurchasing power is a chair in front of a day­time program on the CBS Television Network.

-General Mills. Inc. Kenner Products Company Noxzcma Chemical Company Shulton, Inc.Gerber Products Company Kirsch Company Chas. Pfizer & Company, Inc. Sirnmons CompanyThe Gillette Company Lever Brothers Company W.T.S. Pharmaeraft Company, I ne. Singer Sewmg \I achine CompanyGlenbrook Laboratories (Sterling Drug) P. Lorillard Company The Pillsbury Company Standard Brands. Inc.Gold SealCompany Louis Marx & Company, Inc. Pittsburgh Plate Glass Company Sweet' Company of America, Inc.Golden Grain vlacnroni Company Muttel, 1ne. Plough, Inc. The Toni CompanyHartz Mountain Products Corporation i\lcnley & James Laboratories The Procter & Gamble Company United States Borax & Chemical CorporationHeublein. Inc. The Mermen Company Purex Corporation Limited Warner-Lambert Pharmaceutical CompanyThe International Latex Corporation Miles Laboratories. Inc. The Quuk cr Oats Company James O. Welch Co. (National Biscuit Co.)Johnson & Johnson J\linute Maid (Coca-Cola Company) Rainbow Crafts. Inc. Wcvu nghouve Electric CorporationS.C. Johnson & Son. Inc. National Biscuit Company Rexall Drug Company The J. B. William' Company, Inc.Kayser-Roth Corporation National Cotton Council of America Reynold'> Memls Company Wm. Wrigley Jr. CompanyKellogg Company The Nestlé Company, Ine. Sawyer's. Ine. \V. F. Young. I ne.

I"' onAmerican R"'""" "" renu estimates; billings data from LNA-BA R ( net <i rnc and talent) and PJB (gross) : oll subject to qualifications available from uson request.

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10

Publisher'sReport

Three big days with the BPA

I guess I'll always be a promotion manager at heart.Which reminds me that I have a date on Nov. 16 to attend the

annual seminar of the Broadcasters Promotion Assn. at the Pick Con­gress in Chicago.

This is one meeting that I always try to make. Every year I findmyself captivated by the enthusiasm of the participants, their desireto learn, the attentiveness and attendance at the many shirt-sleeve ses­sions, the originality and usefulness of the subject matter.

This year, judging by the agenda, will be no exception.The first day (Monday) will be devoted to discussions of ratings

and research, what's right and what's wrong with radio audience promo­tion, tv audience promotion, syndicated promotion materials, tv salespromotion, radio sales promotion.

The second day will explore graphics in broadcast promotion, howto save money on print, how to make an ad, what's right and what'swrong with award entries.

The windup day will cover ideas that work in print publicity, ideasthat work in merchandising. The seminar concludes with a "from thefloor" potpourri of problems and suggested solutions.

Naturally, the acid test of this three-day workshop is the degree towhich the participants can focus on key facets of the individual sessionsthat don't often extend over a single hour and generally arc less. Thistakes a considerable forbearance and concentration on vital aspects ofthe subjects. Almost invariably at any meeting there's somebody whocats up time with extraneous remarks. When your time must be countedin minutes that's a latitude that can't be allowed.

In a word, I'd like to see longer sessions-even if not so manycould be covered. But with this single caution I can hardly think ofmuch more to be concerned about.

Last year the BPA met in record-breaking attendance in capti- 1vating San Francisco. They won't have quite the same incentives towander in Chicago. But I was impressed in 1963, as in 1962, 1961 andthe many other years when I sat in on the BPA seminars, that the con­ventioneers stay close to home base. It isn't always that way at stationmanagers' meetings-and I concluded some years ago that promotion ' 1~people come to work. I don't mean to imply that they don't want to play,too. But I get the impression that they get so wrapped up in exchangeofpromotion information, in the meetings and outside, that the playtimetakes a backseat.

That's why over a period of some years I've recommended tostations with promotion managers that they make certain they attendthis annual seminar. I find that a growing number of station managers,sales managers and agency people come, too.

Good promotion is a valuable tool to all station executives involvedin the battle for audience and billings. I'll be in Chicago on the 16th.Maybe I'll sec you there.

SPONSOR ~,,

Ever hear of a· radio station with 80o/o._. of its nighttimeprograms sponsored?!in( .

.Ir I•ni1 I

iat~mili.

i\ !

It's Blue Cross and Blue Shield

E. J. Korvette

Smith, Barney & Co.

Dime Savings Bank of Brooklyn

Savings Banks Assn. of New York State

Dictaphone Corporation

Chemical Bank New York Trust Co.

Northwest Orient Airlines

Empire Lincoln Mercury

Bowery Savings Bank

Volvo

From 7 PM to midnight Mondaythrough Saturday and on sun-day

from 1 PM to midnight, 80% ofWQXR programs are sponsored bysome of the most distinguishedand experienced advertisers inthe country.

Here they are:

Elizabeth Arden

General Telephone & Electronics

Italian State Tourist Office

Panagra Airlines

The Antiquary Scotch

Guerlain Perfumes

Trans World Airlines

RCA Victor

Association of German· Broadcasters

Schenley Industries

Columbia Records

Dennis & Huppert

Baldwin Piano

London Records

F. R. Tri pier & Co.

Cadillac

Steinway Piano

stan

OfDÚ

to 1-1an¡:pl ' Where else could you find better

evidence of the selling power

of WQXR?:n~c¡at1ana;:

WQXR's programming, as youmight expect, appeals to qualityadults ... people who appreciatethe best things in life as well asthe best in radio programs ... andpeople who respond to advertisingmessages they hear on WQXR.

We still have some time for you.

Give us a call. LA 4·1100.WQXR 1 1560AM 96.3FM, radiostation of The New York Times.

iíl\l

the

115pQl!i' October 26, 1964

THE BIG QUESTION

Obviously, Ed Sullivan is sponsor­conscious. His commercial recordproves it. In 17 yearshe has a totalof about nine clients on his show­one of them for almost a decade­and four of them on the networkfor the current season.

Following the headlinesafter lastweek'sEd SullivanShow,somevisit­ors (in the business,of course) tothe Elber fireside made more noisethan the ice in that other stimulantabout the action taken in the JackieMason incident: (L) ls the Ed Sul­livan program to be judged by tvor live standards? (2) Were theclients involved in the decision?

There were no decisions, onlyarguments.

In the first case, the argumentswere: (A) if it's on tv, it's a tv"show" and (B) if it's a Jackie Ma­son, then it's a standupcomic doinga routine for a live audience-andincidentally being televised.

In the secondcase,the argumentswere: (A) that everybody is in­volved (agency, client, network)and (B) nobody seeksto get involv­ed unlesswilling to be tagged"cen­sor"-and neither clients, noragenciesnor networks were vyingfor that title or responsibility.

It occurred to me that other,similar arguments may be takingplacewithin the industry, so I wentto the source-the show'sproducer,Bob Precht. He said that, as lateasTuesday,only oneclient's agencyhadcalled.They allegedlyapplaudedoancellation of the action. Prechtassumesthe othersdo too. So, in thefirst case, argument A apparentlywins-i.e., the performanceis to beevaluated in tv terms.

12

LETTERS

Thanks from IRTS

As president of IRTS I want tosincerely thank you for the excel­lent coverage given the IRTS TimeBuying and Selling Seminarsl"IRTS Seminar Hones Timcbuy­ing Tools," Oct. 5]. As you mayknow, we are ordering reprints. Weso very much appreciate your in­terest in IRTS activities and yourgiving such thorough coverage tocertain events. We hope that weare making a valuable contributionwith the Time Buying and SellingSeminars, the Production Work­shop, the College Conferences, etc.,and it is most encouraging to re­ceive such fine support from SPON-SOR.

SAM COOK DIGGESPresidentInternational Radio and

Television SocietyNell' York

Just want to let you know howpleased and excited we all are withthe handsome story, "IRTS Semi­nar Hones Timebuying Tools," inthe Oct. 5 issue of SPONSOR.Youcan be certain that we will use itto our advantage.

As I write this, we have alreadyreceived six registrations based onpeople reading the article.

CLAUDE BARREREExecutive DirectorInternational Radio and

Television SocietyNew York

Takes ARB to Task"Is ARB kidding?" That's the

only reaction I can have after read­ing "ARB To Feature OvernightRadio Surveys" in the Oct. 5SPONSOR.

What a surprise to see a "newradio measurement service an­nounced which will measure "old"radio listencrship (in-home only,via telephone coincidental).

Can this be the same ARB whichis planning to measure all listeningin 25 markets early in 1965?

ARB's own study documentedthe great volume of listening that'sdone ''out-of-home"-42 percent ofthe total in Detroit. So why the"new" service?

The story says this radio serviceis designed (especially) "for thoseclients with a stake in both radio

and tv." Does that mean ARB willsoon report only 58 percent of totaltv viewing? I suppose it docs-sothat the radio and tv audiences canbe compared.

I can't help but wonder how theprint media will react to ARB'sannouncement. They'll almost cer­tainly lop 42 percent off their cir­culation figures-won't they?

WILLIAM S. FUHRMANNResearch DirectorWCCO Radio/\1i1111eapolis

Important Readers

I was certainly pleased and de­lighted by your layout and substan­tial presentation of my thoughts onthe coming complexities of mediabuying l"Tv Buyer's New ObstacleCourse," Sept. 8]. I have had quitea few flattering calls on the article,and I now have ample confirmationthat many important people in ourbusiness must be readers of SPON­SOR.

A. c. DEPIERROVice President-Media DirectorGeyer, Morey, Ballard, Inc.New York

Pleased with Interview

I'd like to say how much I en­joyed reading the interview you didfor me ["Raymond Scott SoundsOff on Sound", Oct. 5].

The technique used and the wayyou extracted the essential pointswere executed with such taste andskill that it is easily the best thingwritten about me in any magazineor newspaper.

RAYMONDSCOTTRaymond Scott EnterprisesNew York

A TechnicalityIsn't the chart on page 46 re­

versed? ["Why Not Get Technical,"Sept. 8 issue]. A 5 kw @ 600 kcgives more coverage than a 50 kwCii1 1400 kc.

TED HEPBURNVice President and General Mgr.WARMScranton-Wilkes-Barre, Pa.

ED NOTE: Yes. The captions shouldhave been reversed. 1 ••••••

SPONSOR

---THE WEEK in WASHJ:NGTON--As VIEWED BY OUR WASHINGTON NEWS BUREAU

October 23, 1964

Vfuile name-calling hits new lows in the political arena, federal agen­cies here are looking to change some product name-calling in advertising,from tv sets to fruit juices and sewing machines.

The FTC last week held a hearing on its plan to change the time-hon­ored practice of referring to tv set size by number--19-inch, 21-inch, etc.Instances of overblown retail advertising which mention picture size with­out qualifying information fired the comnússion to take a new look at theold standards. FI'C proposes that new disclosures paring down inch-sizereplace the 11overall diagonal" and square-inch picture area required in a1956 ruling.

During the hearing, industry planted some strong doubts of the feasi­bility of a new nomenclature which would produce top to bottom industrydislocation and mean very little to the consumer. Under the proposed. rules,the consumer would have to recognize his familiar 21-inch set in advertis­ing that specifies: 19-inch; 19-inch picture; 19- by 15-inch picture; 20-inch picture measured diagonally, or 262 square inch viewing area.

The new standard would banish customary trade measurement of a diag­onal that includes thickness of the picture tube, and. evolved. from the di­ameter measurement of the old. round. tubes.

Industry association spokesmen for manufacturers, distributors, re­tailers arts and service dealers said there would be confusion not onlyfor the consumer "who couldn't care less" --but for all users of cathoderay tubes, in space and. defense and industrial contracts world-over.

Jack Wayman, staff director of consumer products division of the Elec­tronics Industry Assn., explained that tv set designations in practice are"secondary meaning." This is the term given to the acceptable shorthand,of communication between seller and buyer, which may not reflect exact spec­ifications. Typical example is the builder's "two-by-four" planks whichare actually planed down to smaller size.

Wayman produced a sheaf of letters from electronics associationsabroad, and industry segments at home, pleading for the status quo on tvset measurement. A note from the national Better Business Bureau said. theyhad never received a single consumer complaint on tv set size.

It was pointed out that FTC complaints about overblown advertising oftv set size go largely to retail advertising. The manufacturers and dis­tributors have lived up to the qualifying requirements in any mention oftube-size, EIA's Wayman pointed out. But the retail advertiser, the copywriter or layout artist is "merely doing what comes naturally, when heassumes," we believe justifiably, "that the consumer is not interested inthe detailed. explanation."

- CONTINUED ON NEXT PAGE --

October 26, 1964 13

--THE WEEK in WASHINGTONAS VIEWED BY OUR WASHINGTON NEWS BUREAU

Advertisers setting up costly layouts or broadcast commercials for amanufacturer's new-season line regretfully bypass the picture size in na­tional advertising. Even the asterisk and footnote tactic add to the gen­eral "clutter" and detract from the artistry.

Retailer spokesmen said they have found the customer indifferent tothe fuller-explanation jargon. In oral selling, the "overall diagonal" andsquare-inch area are never even referred to.

FTC's Industry Guidance Bureau director, Chalmers Yarley, and PaulButz, chief of Trade Regulations Div., were not too much impressed withadvertiser and consumer aspects of the industry argument.

But the hearing's presiding officers did seem dismayed at the descrip­tion of how the new numbering would mean a revamp of all tv set manuals,manufacturer and designer specifications, and a wholesale confusion intube replacement. A picture tube referred to in a parts manual now, as21AMP4 would have to replace the first number with 19. Industry estimated10 to 15 years before a changeover in tube number designations could beabsorbed here and abroad.

Industry guidance chief Yarley suggested that perhaps the new figurecould be inserted to appear with the old in manuals et al--but the sug­gestion was halfhearted.

Advertising became the chief target again when Mrs. Sara Newman ofthe National Consumers' League spoke. She was worried about increasing"fuzziness" given the old-fashioned, rigid measurement standards by adver­tising lingo such as "big gallon." She said tv set advertising is anotherstep in making measurements seem larger than life.

EIA has asked point blank for permission to refer in advertising andelsewhere to set sizes as current trade practice has developed them. A19-inch set could be advertised just like that, or even as "1911--withoutqualifying measurements to burden and confuse industry or consumers whoare oriented to this familiar shorthand.

FTC record remains open on this rule-making to Nov. 10, the presidingofficer mentioned several times. FTC seems anxious for further suggestions--and possibly a graceful way out of this maze.

More name trouble is coming up in other areas: FTC is going after"misuse" of the word "automatic" in sewing machine advertising. The com­mission fears consumers will figure an "automatic" machine will run thingsup by itself. This is an oldie--comment deadline is Nov. 4.

The FDA is thinking of uniform labeling and perhaps standard nameseach tvoe of fruit drink currently called "ounch , 11 "nectar." 11.iuice

rink," et al. The alluring monicker may go out, so the consumer canknow the exact water content. Record is open on this to Dec. 1, 1964.

14 SPONSOR

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PROGRAM ON COMMERCIAL ON PROGRAM ON

Da you altNays buy the best pragra111far your spat ca111111ercials?

¡,O~ IOctober 26, 1964

It's not just the rating anymore. There's also the degree of interestand attention to the program which studies continue to find matchup with the degree of interest and attention for the commercial. Didyou buy off-network series with a high TvQ among housewives? YourMGM-TV representative can point with pride to such availabilities.

NEW YORK • CHICAGO • ATLANTA • CULVER CITY • TORONTO

15

SPON"SOR WEEK

'Demand National Tv Coverage;' Lee Urges AdmenFCC Commissioner sees UHF as answer to fringe-area

advertising; scores networks for retarding progress

Boston-Calling on advertisers to"demand full national coverage,"FCC commissioner Robert E. Leclast week took the major networksto task for holding back the growthof UHF through failure to makeprograming available to existingoutlets.

In an address before the Adver­tising Club of Greater Boston, thecommissioner pointed out thatamong the 100 largest cities of theUnited States, nine have four ormore stations, 38 have three sta­tions, 34 have two, 12 have onlyone, and sevenhave no stations.

Dubbing the situation "deplor­able," commissioner Lee asked: "Isthe advertiser interested in gettingexposure in these large markets?Would he like to be carried on astation that delivers pictures with acrisper quality, free of interferencefrom automobile ignition and otherelectrical sources, and free fromairplane flutter? Tell your networksthis is what you want and the onlyway they'll be able to deliver thegoods is through UHF stations."

Citing Marion, Ind., as a case inpoint, the commissioner said thenetworks argue that they get intoMarion via Indianapolis. "Yes, they

'Huntley-Brinkley'A 52-Week Sellout

New York-The line forms tothe rear for sponsorship of TheHuntley-Brinkley Report onNBC-TV. With the addition ofthree more sponsors, Don Dur­gin, vice president for networksales, says the news program iscompletely sold out for 52 weeks.

The new accounts are theBauer and Black division of theKendall Co. through Tatham­Laird Inc., and the Colgate-Pal­olive Co. and Wilkinson-SwordInc. via Ted Bates.

Nine other sponsors participatein the series.

16

get in and you should see how," hedeclared. "The people who want towatch have to erect antennas tower­ing high above their roof-tops. Iventure to say they pay as muchfor their antenna installations asthey do for their receivers. Is thiswhat the advertisers call gettingin?"

Lee continued: "It's one thing tohave an assignment table providingchannels for these places, to obtainpassageof all-channel receiver legis­lation and in other ways beat thedrum for UHF, but it is quite an­other thing to get the networks torealize that the country is beggingfor first-class television unblemishedby snow and interference and withthe choice of more than just a fewprograms."

Contrasting tv with radio as anad medium, the commissioner saidthat in radio, advertisers "don't relyon the big 50 kw to get their mes­sage to all the people on the outerfringes of the area covered by the

Lee ... "antenna towers"

Istation's signal." They also make:buys on smaller local stations, hepointed out. "They arc not satisfiedwith fringe reception in radio. Why 1

should they be in television?" !Commissioner Lee's address came

on the heels of the debut of Bos- 1

ton's newest tv outlet, channel 38,which went on the air the week 1

previous as the nation's first'diocesan-owned, semi-commercialUHF station.

Roslow: RestraintNew York - "Research data

must not be projected unwarrant­edly or taken out of context," cau­tioned Sydney Roslow, president ofPulse, at last week's Pulse Man ofthe Y ear luncheon.

Prior to presenting awards to theteam of Chet Huntley and DavidBrinkley, the Pulse president hada word on research in general andpublic opinion polls in particular.

"It is interesting to sec some ofthe spotlight shift from broadoastre s e a r e h to non-broadcast re­search," he declared. "We recentlysaw the spectacle of an entire printproject withdrawn unreported be­cause of the massive sample-copydistribution of one of the publica­tions under survey."

Turning to public opinion polls,Roslow said an interesting phenom­enon about them is that "people

•Research Data UseInwho get low readings don't like :them, and are often inclined to 1

smash the machinery rather than .look to the factual causes. Some- Itimes there is something in their or- 'ganizations, their operations, theirimages, which can be corrected."

This is not to say that research iswithout limitation, Roslow added."Often these limitations can be mi- ' 1 i:

tigated by liberal dosesof judgment,brains, intuition in their use - in aword, good and adequate home- ·work."

Roslow continued: "Somethingelse must be added-restraint."

In making the Pulse Man of theY car award to Huntley and Brink-ley, Roslow pointed out that thisis the first time it had been given toanyone in broadcast journalism, ' ¡11and the first time to more than one .~¡

person.

SPONSOR IOiii

Schroeder:GovernmentRegulationsMain Task To Face New NAB Head

Des Moines, Iowa - Althoughhe has yet to be named, one of themajor challenges facing the newpresident of the National Assn. ofBroadcasters will be the removalof programing control from govern­ment regulation, Willard Schroeder,chairman of the NAB board, told aluncheon audience last week in anNAB Fall Conference.

Schroeder, who heads the 10-man committee named to select asuccessor to LeRoy Collins, de­clared that the new NAB president,whoever he may be, also must copewith the necessity of organizing

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Researcher Lists Criteria.¡. I For Tv Effectiveness

jNew York - How best to spend

the advertising dollar in tv? R. E.Spinner, president of Mar ketscopeResearch Co., last week offered alist of general criteria aimed at an"effective, realistic and uniformmethod of measuring advertising ef­Iectiveness."

First, he said in a talk before theInternational Film & Tv Festival ofNew York, "create a commercialthat can change the attitude, be­havior randawarenesspattern of theviewer."

Point two is the selection of a! 1 show that is well liked by the view-0. er-a show that commands a high

level of attentiveness. "Differentshowshave different audiences," he

1r1 declared. "It is unfair to comparet the commercial tested on one show

o.' with the commercial tested on an-r~: I other show unless the degree of lik­.it ing of the show is controlled or~[ weighted statistically."'.ITtt Spinner's third criterion: "If pos--·: 1 siblc, selecta show with an audience~.o[ that appeals to a high percentage

of users of the product category."Citing figures to show that a

ni. commercial's effectiveness is related(to the attentiveness created by a

Bn' show, and the degree to which a

31. show is liked, Spinner concluded, that "we assume that a commercial

,,::. in the frame of a show will be morear Ieffective than the same commercial· in a spot position."

October 26, 1964

NAB membership to support himstrongly in an area where it hasnever known complete freedom.

"Somehow," said Schroeder,"he's going to have to make realtigers out of a reasonable percent­age of them-evangelists who willsupport him in the concept weshould be free to run our own out­fits."

Schroeder also pointed out thatthe government and political forceswhich "cherish greater programcontrol" already are accustomed toa fair degree of success.As a casein point, he asked the broadcastersif they really had the public interestin mind when they televised lastsummer's national political conven­tions in their entirety, or whetherthey "consciously or unconsciouslyfeared reprisals from politicians ingovernment if we didn't?"

Continuing his list of questionsfacing the new NAB president,Schroeder said it was his convictionthat application of NAB's Code ofGood Practices to political adver­tising and programs should be con­sidered. "If there is a moral andethical basis for applying the codeto commercial and religious mate-

rial," he said, "then I submit weshould make every reasonable ef­fort to apply it in the field of polit­ical broadcasting."

When the public is subjected tobroadcast material "that is in badtaste or indecent," Schroeder con­tinued, "they don't differentiate asto who paid for it-we are an in­evitable focus of their resentment."

The matter of a new NAB presi­dent has been under study for sev­eral months, but no action is ex­pected to be taken until after theNovember elections.

GE Buys NBC-TV VarietyHours for South America

New York - In what was de­scribed as a "break-through in thesale of live-on-tape performancesin Latin America," Joseph M.Klein, president of NBC Interna­tional, has announced the purchaseof 15 hours of NBC-TV variety pro­grams by General Electric for show­ing in Argentina and Uruguay.

It was pointed out that repre­sentatives of Argentina, GeneralElectric and Grant Advertising,Inc., spent two weeks in NBC In­ternational's New York offices re­cently screening more than 80 hoursof programing. The hours finally de­cided on were from The Andy Wil­liams Show, The Dinah ShoreShowand The Lively Ones.

CINZANO LAUNCHES OFF-BEAT SPOT CAMPAIGN,

•.......In an admittedly "surrealistic" series of spots, people will be "changing to Cinzano Vermouth" -that is, literally changing into giant-sized bottles. The tv spots, which will run on the NewYork Market from October through the end of the year, run 10 and 20 seconds. Radio spots,based on the same theme, will also be aired. The tv spots open on a posh ambassadorial re·ception. The hostess offers a bearded diplomat a drink. He declines, saying: "No, thank you.I'm changing to Cinzano." And he does. He physically changes into a giant bottle of vermouth.This is repeated until only the waiter remains in human form. The campaign was prepared forCinzano's U.S. distributor, Munson G. Shaw, Co., by Lennen & Newell.

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SPONSOR W'EEK

Taft, Cox, Storer, Capital CitiesRegister Strong Gains in ProfitsTaft Profits Rise

Cincinnati - A banner secondquarter for Taft Broadcasting Co.has been reported with profits upfrom $348,067 in the same periodthe previous year to $738, 158 as ofSept. 30. 1964. This represents ahike of 112 percent.

First-half profits were also up,with net income increasing 108 per­cent to $1,989,765 from $913,-813.

In announcing the figures at aboard of directors meeting. HulbertTaft, Jr., board chairman, said:"The second fiscal quarter endedSept. 30 continued the pattern es­tablished in the first: revenues andearnings more than doubled thesameperiod last year. At the conclu­sion of the first half-year of opera­tion of Taft Broadcasting Co. withits newly acquired stations, all sevenbroadcasting divisions are operat­ing well ahead of last year."

Taft added that "the continuedimprovement in the competitive po­sition of the ABC Television Net­work and local program successesare the most important contribu­tors to the over-all gains."

Cox Reports 41 Percent GainAtlanta-The profits picture is

bright for Cox Broadcasting Corp.with a reported 41 percent increasein net income over the first ninemonths of 1964. The company'sfour tv stations and four AM-FMstations, plus other properties. re­corded a consolidated net income of

$2, 11O,189 for the first three quar­ters as compared with $1,497 ,250during the same period last year.

Revenues for the first ninemonths totaled $15, 129,387, mark­ing a 52 percent jump over lastyear's $9,970,248.

In addition to its radio and tvoperations. Cox owns CA TV sys­tems in Pennsylvania, Oregon andthe state of Washington. Also, onSept. I of this year, the companyannounced the purchases of tv sta­tion WIIC Pittsburgh, Pa. FCC ap­proval is still pending.

Profit Hike for Capital CitiesNew York - Still another indi­

cation of growth among the broad­cast groups is the announcementthat the nine-month profits of Cap­ital Cities Broadcasting Corp. tot­aled $1,762,503, or 40 percentabove the same period in 1963.

It was pointed out that the 1964figures included the newly acquiredWJR Detroit and WSAZ Charles­ton-Huntington, W. Va., from Sept.I O. Also, as part of the transactionwhich brought the new stations toCapital Cities, the firm repurchased78,285 of its own shares, reducingoutstanding shares to 1,353,729.

In releasing the earnings figures,Frank M. Smith, chairman, notedthat New York Subways Adver­tising Co., in which Capital Citieshas a 40 percent interest, has con­cluded its second fiscal year andthat results were highly satisfactory,with further improvement expected

19631964

CORRECTIONTv expenditure figures for Northeast Airlines were not tabulated

in table VII on page 40 of this issue.

Figures for Northeast are:

Total expenditures at the bottom of table Vil. however, do in­clude these figures.

NETWORK

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SPOT$485,600628,300

TOTAL TV$485,600628,300 Plus 29

PERCENTAGE

Sulllivan CancelsComic's Contract

New York-Self-regulation inthe broadcast industry becamestrictly a one-man affair last weekwhen Ed Sullivan charged comicJackie Mason with "obscene gest­ures on camera" and promptlycanceled Mason's $45 thousandcontract.

Denying that his gambit withfingers was intended to be of­fensive, Mason countered withthe threat of a lawsuit if thecontract was canceled.

In a formal statement, BobPrecht, producer of the Sullivanshow, said the contract, whichcalled for six appearances onthe program, had been termi­nated as a result of "Mason'son-camera obscene gestures, of­fensive conduct, insubordinationand gross deviation from ma­terial agreed upon on the tele­cast."

If the case comes to court.both sides will have a nation'sworth of witnesses to call.

in the upcoming year. The CapitalCities' financial statement does notinclude revenues from New YorkSubways Advertising.

Storer Profits Hit RecordMiami-Storer Broadcasting Co.

reports business is booming with an­nouncement of nine-month profitstotaling $4,956,611 as comparedwith $3,998.826 for the same per­iod in 1963. This represents a boostof 24 percent in profits and 35.2percent in per-share profits.

It was pointed out that the nine­month figures were an all-time re­cord for the company with respectto profit from operations. exclud­ing non-recurring gains and losses.

Storer's third-quarter profitsmarked a 28.5 percent increase,from $1,067,172 to $1,371,398.

Operational earnings for both thequarter and nine months were thehighest in the company's 37-yearhistory. A company spokesman saidthe increase reflected primarily thegrowth of tv station profits and asubstantial increase in profits fromStorer's radio station, WHN NewYork. acquired in January, 1962.

SPONSOR l liii

Bristol (Conn.) Press photo by Tom Dully

'' Let every eyenegotiatefor itself,rlnd trust no agent:'

. I

In a more sophisticated world than \\rilliam Shakespeareenvisioned, television permitsvirtually all people to heed his advice.

For this reason, in this political year, \\rTIC TVJ-AM-Fl\1 hascontinued its policy ofairing debatesbetween Connecticut candidates for the United States Senateand Houseof Representatives. Presented at times when most voters are free to watch television, thegive and take of the debatesprovide the best opportunity for "every eye to negotiate foritself" and thus to determine the relative merits of those seeking to serve in importantpublic office.

\\'e believe this to he an excellent way to inform the electorate and further the demo­cratic process.

WTIC(Í)TV3-AM-FMHARTFORD, CONN.

BROADCAST-PLAZA, INC.

!October 26, 1964o~ 21

SPONSOR "'W'"EEK

FCC's Henry: Mistakes in FairnessWon't Necessarily Cost Licenses

Oklahoma City - "One mistake--0r a series of mistakes-won'tnecessarily cost the broadcaster hislicense," declared chairman E. Wil­liam Henry of the FCC in a discus­sion of the commission's FairnessDoctrine. Chairman Henry alsotouched on CA TV, pay tv and mul­tiple ownership in his address be­fore the NAB fall conference.

Commenting on controversialprograms that arc sponsored, Henryindicated that there arc "thousandsof other ways" in addition to usingunsponsored broadcasts of a similarnature to give the other side, citingnews broadcasts and panel discus­sions as examples.

Tn making the statement, theFCC chairman was referring to acase in which the commission ruledthat a station was required to playa non-sponsored tape favoring thenuclear test ban in answer to asponsored show opposing the ban.

Henry said the station made noattempt to give the other side ofthe issue by any method, and saidit would not do so. The FCC, he

P&G Ties-In with FloridaIn Maior Tourism Campaign

Deltona, Fla.-Highlighted by aJackie Gleason tv origination fromMiami Beach, the Florida Develop­ment Commission has announcedthat it will tie-in with the Procter &Gamble Co. in a "massive coopera­tive promotional program to bringtourists to Florida this winter."

The campaign, dubbed the "lar­gest joint government-business ef­fort ever undertaken in the field ofadvertising," will include networktv, direct mail and print media.

The tie-in with P&G involves anationwide contest with homes andvacations in Florida among theprizes. Details of the contest willbe spelled out on the Gleason showNov. 7 as well as in other media.P&G is a participating sponsor.

P&G will also promote the con­test in its other advertising.

22

Henry ... "thousands of ways"

declared, therefore "ruled the sta­tion had to air the unsponsorcdtape."

On community antenna systems,the FCC chairman pointed out thatwithin a few months the commissionwill have sufficient data on CATVto determine whether legislationshould be proposed. "My guess isthat we will propose legislation,"he added.

Henry pointed out that the com­mission recognizes both pay tv andCA TV as desirable supplementalservices and has no bias againsteither of them, but "we have an al­location system" which the FCC isconsidering expanding for UHFsince it is pushing development ofUHF.

"Pay tv deserves a chance in themarket place," Henry added.

On multiple ownership of sta­tions, the FCC chairman said: "Weare trying to limit in some reason­able fashion the power held by afew. I personally feel that news­paper ownership of stations shouldbe considered because it goes to theheart of the matter."

FCC is currently studying therule of seven which limits stationownerships by groups. Among solu­tions being considered is a newformula based on the percentage ofpopulation served.

Florida Citrus Commission DubsSummer Tv Campaign a Success

Fort Meade, Fla.-Thc businessof the Florida Citrus Commissionis convincing consumers all over thecountry that Florida orange juice issecond to none. According to JamesT. Hopkins, advertising and public­ity director, that message reachedmore than 20 million Americanhomes on an average of two timesduring a four-week period this sum­mer.

Speaking before Fort Meade Ro­tarians, Hopkins said that a pre­liminary study of Nielsen tv figuresindicate that the commission'sspots on the Olympie trials in afour-week period from mid-July tomid-August "have measured up toall expectations."

Declared Hopkins: "During thisperiod, the number of homesreached actually provided us with atotal of 112 million commercial im­pressions. This is a particularly fine

performance, considering the re­duced summertime budget availablefor advertising."

Hopkins noted that the commis­sion's promotional efforts began in1935 when it was formed by thelegislature and given responsibilityfor administering all state laws thatfall within the Florida citrus code.

"At that time, the citrus industryin Florida was enshrouded in dif­ficulty," Hopkins explained. "Pricelevels were extremely low, therewere no grade restrictions, no in­spection requirements, no standard­ization of grade, pack or contain­ers."

The commission's advertising andpromotion campaigns, Hopkins saidare designed "to create demand andpreference for Florida citrus, with­out regard to the particular brand ofeither the Florida shipper or theprocessor.

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October26, 1964 23

SPONSOR 'WEEK

offerings-and bring a high standardof technical performance compar­able to that of broadcast transmis­sions." NAB concluded: "To placelimitations on broadcasters whomight wish to participate in this newindustry would not only be dis­criminatory but contrary to thepublic interest."

NAB Calls for Legislative Study of CATVWa~hington, D.C. - Urging the

Federal Communications Commis­sion to avoid a "piecemeal ap­proach" to the problem of CATV.the National Assn. of Broadcasterslast week called for "the evaluationof CATV in terms of the nationalobjectives of broadcasting as setforth by the Congress and the Com­munications Act."

In a 12-page statement submittedbv NAB general counsel DouglasA. Anello, the organization suggest­ed "a broad legislative fact-findingproceeding which will form thebasis for necessary legislative ac­tion."

NAB also said that broadcastersshould be encouraged rather thandiscouraged in owning and operat­irig CATV systems. "In the past,"the statement pointed out. "thecommission has found it in the pub­lic interest from time to time tolicense a newspaper to operate theonly radio or television station inthe community which it serves.

Similarly, occasions have arisenwhere the only station in a commun­ity has been sold to the owner ofthe local newspaper. In both cases,it was because the commission be­lieved that the best interest of thepublic was served through the com­mon ownership. We believe thatoften the best interests of the pub-1ic would be served by the commonownership of CA TV and broadcastproperties in the same area."

NAB also pointed out that theownership of CATV systems thatdo not originate programs raises noconflict with the underlying purposeof the multiple ownership rules. Thebasis of these rules is the "preven­tion of monopoly of opinion, ratherthan monopoly in the economicsense."

In pursuing its argument in favorof broadcaster involvement. theNAB pointed out that through thebroadcaster's knowledge of the pub­lic acceptance of programs, he "canbring program balance to the CA TV

NAB s Shapiro: Codes Needed for SurvivalOklahoma City-NAB continues

to press its argument that the radioand tv codes are the answer tostepped-up regulation of the broad­cast industry by the FCC. Takingup the cudgels last week was MikeShapiro. general manager, WF AADallas, and chairman of NAB's tvboard of directors.

Speaking before a fall conferenceof NAB, Shapiro declared: "Thecodes were devised for self-protec­tion. not only from the governmentbut from public criticism whichwould result from the excesseswhich would occur if there were norules."

Emphasizing that the codes arenecessary for broadcasting's ownsurvival. Shapiro said that adver­tisers must learn to comply. Thoseadvertisers who would rather ignorethe codes, he added, "simply mustbe told that the broadcasting in­dustry has certain rules and regu­lations which must be adhered to

if they want to use our medium."Continuing, Shapiro said that the

codes are broadcasting's own parti­cular contribution to the preserva­tion of "honesty, decency, personalintegrity, and fair dealing." Whenthe codes' regulations are imposedvoluntarily, he declared, it is done"not to destroy our freedoms but topreserve them. We should realizethat supporting the codes is not aform of weakness or dependency,but actually an exercise in self-reli­ance in the mainstream of the greattraditions of this nation."

The NAB's tv board chairmanpointed to "the opinion of the gen­eral public" as the most powerfulsanction broadcasters have. If thepublic supports the codes. he said.then they will work. If they don't.then the codes are powerless.

Shapiro concluded by calling onthe industry to use its own mcdia­"the most powerful media in ex­istcncc today"-to reach the public.

24

TvB Exec Cites TelevisionAs Maior Fashion Influence

Boston - Television has re­placed movies as the main vehiclefor influencing fashion trends,Howard Abrahams, TvB vice pres­ident in charge of local sales, lastweek told the 36th annual BostonConference on Distribution.

Pointing out that through theyears, the public's taste in fashionwas set by such people as LillianRussell, Clara Bow, Marlene Die­trich, Ginger Rogers, Fred Astaire,Cary Grant and other show busi­ness stars, Abraham labeled themthe former "influentials" of fashion.

Today's television personalities,he declared, "sell fashions withoutmeaning to do so, and they some­times sell fashions deliberately.Viewers notice what they wear ontelevision and they can sec howwhat they wear helps them to sell."

Citing 20 different non-fashioncommercials to prove his point,Abrahams declared: "The astound­ing part is that companies and tele­vision shows outside of the fashionfield are using fashion to sell theirnon-fashion products."

Turning to the use of tv by thefashion industry itself. Abrahamssaid that the "trouble with poorfashion promotion on television isthat it's as dated as the favoriteold-fashioned movie star. Poor tvfashion shows are old-fashionedfashion shows. They're stilted. Theycopy print technique, ramp shows."

Continuing his criticism. Abra­hams said: "They just aren't natural.They aren't believable. And thislabels them immediately with yester­day's thinking. They are not tele­vision fashion shows. Thcv arefashion shows on television."

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26 SPONSOR I~'

SPONSOR SCOPEPROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVERTISING

P&G's piggyback dispute

The web of piggyback controversy hascaught up with P&G, and very much to the Cin­cinnati giant's puzzlement. It can't understandwhy any station would reject its commercial -which devotes 40 seconds to plugging Crest andanother 20 seconds offering a premium - onpiggyback grounds. The stations that have refusedto take this commercial on a spot schedule ad­vance this point of view: the premium, a Smokeythe Bear doll, calls for not only cartons but cash,and the cash consideration puts the offer in directcompetition and on the same level with toy peoplewho advertise dolls. In other words, P&G in thesame commercial is selling not only a toothpastebut another product. Right now Howard Bell,NAB Code director, is wrestling with the broadquestion as to whether premium offers fall withinthe purview of the code's multiple productsamendment. Involved in the issue: Fab and its"wedding white" doll offer. Incidentally, P&G'sCrest agency, Benton & Bowles, did not submitthe Crest-Smokey the Bear doll commercial to theCode office for review. P. S.: P&G has a firm ruleagainst running one of its spots adjacent to apiggyback.

NBC-TV day 98 percent sold

NBC-TV daytime has just had its best weekof the year. The figures in terms of commercialminutes were these: ( l) for October 19-23 from10 a.m. to 5 p.m. the total minutes for sale were360, (2) commercial minutes sold came to 352,or 98 percent. The remaining eight minutes wereturned over to affiliates for co-oping. It is dubiouswhether the network will be able to exceed thatpercentage for the balance of the last quarter -or even the first quarter of 1965.Everyone goingto be in daytime during a season is usually on thenetwork roster by the middle of October. NBC-TVmeantime is having difficulty finding open spotsfor sponsors' minutes preempted for the WorldSeriesand the recent news breaks out of the SovietUnion and China. P.S.: Don't look for generaldaytime rate hikes from NBC-TV in the immediatefuture. There will be, however, some selectiveraises (such as has already happened twice re­cently with The Doctors). In September thequarter-hour price for The Doctors went from

$12,000 to $13,500. Effective December, thepackage tag on the strip will be $15,000.

Sellers want diary probe

Is daytime tv being shortchanged by the diarymeasurement of housewife viewing? A numberof researchers with timcselling organizations thinkit is. Nielsen has taken cognizance of the gripe.It's agreed to take a closer look at its own diaryoperations, with a view to finding the faults andrectifying them. Nub of spot sellers' critique: ( 1)young housewives with a brood haven't the time topost all the shows they sec in their diaries, (2)lots of housewives, as revealed by field checks,bollix up their records, listing too many or fewershows or the wrong ones. Sellers' stance: sincemost of the spot buying is by numbers, the viewercount should be as exact as possible.

Y&R reshaping media department

A shake-up of sorts is in the making withinthe media department of Young & Rubicam.Agency top management has in hand the depart­ment's reorganization plan for study and finaldisposition. The chances are the new setup willbecome effective by the middle of this week. Theplan provides for a realignment of job responsi­bilities and job definitions. The reorganizationcomes almost on the heels of Joe St. George'stransfer from manager of the media departmentand might be said to be the first reorganizationspasm that Y &R media has experienced since theadoption of the all-media buying system sevenyears ago. Out of the department readjustmentmay come a different attitude toward the use ofthe computer as a tool in the media buying proc­ess. In other words, the computer, as far as mediais concerned, would be relegated to strictly a book­keeping function, as distinct from decision-making.As a key Y &R executive remarked: "The com­puter can always be used to add and subtract."

Cutbacks precede Colgate year-end

Colgate needs some extra dividend moneyfor the fiscal year ending in December and so it'sdoing what it has done in October over the years:

I----------------------------------CONTINUED ONNEXTPAGE

October 26, 1964 27

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

cutting back on ad budgets. Evidently, the handi­est to cancel (only two weeks notice is required)is spot tv, and the medium is getting it in spades.After sweeping cancellations of Halo and All­Purpose Ajax schedules, Colgate last week ad­ministered similar treatment to Floor and WallAjax. P.S.: The wholesale pull-out that reallysurprised the medium was P&G's Thrill liquiddetergent. P&G's fiscal year doscn't end untilMarch. So the trade assumption is that the prod­uct's having marketing problems. P&G spent $3 to$4 million alone on sampling Thrill.

P&G takes a dip into spot radio

Eureka! P&G, after an absence of seven oreight years, is back in radio. It's for Crest.Schedules call for 30 spots a week from Nov. 30through Dec. IO. To give the commercials atestimonial flavor, the copy is to be read by localpersonalities, preferably attached to a woman'sprogram. The list is limited to a few markets inthe East to give P&G a chance to sec how radiocan be used in connection with other media,notably tv. Out on the West Coast another denti­frice, Macleans (Beecham), is also making itsbow in spot radio.

Nielsen meter shares rile nets

Hottest flap going on among salesand researchpeople at the tv networks is over the validity ofNielsen's revised audimeter sample. Core of theargument, as most emphatically voiced by CBS-TVand somewhat less vociferously by NBC-TV: theNielsen sample favors ABC-TV which gears itsevening schedule to young homes with largefamilies. The new Nielsen sample is so distributedas to allow 34 percent of all the meters in homesthat have children under 12 years of age. Thelatest U .S. Census allocation for this grouping is27 percent. CBS-TV nighttime programing tendsto lean somewhat more strongly than ABC-TV'stoward older family appeal, with NBC-TV sort ofin the middle of the two. Quipped an ABC-TVsales executive: "If the opposition's ratings don'tcome up to snuff, they can now blame the audi­meters." There's no question that the zoomingpercentage of younger people - about 50 percentof the population is under 25 years - does affect

the program thinking of ABC-TV. It, more thanany other network, has leaned toward giving theyoung people their own programs, a Ia Shindig.The many billions of their buying power aggra­vates the young-appeal pinpointing problem forall networks. How to reach the younger people,without sacrificing the upper age brackets, is atough nut to crack. The choice in the home willbecome much simpler with multiple sets - ashappened with radio.

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Compton off spec pitches

Compton has had its fill of speculative pre­sentations. It's been burnt twice in a row. First,the $8 million Eastern Airlines account, andnow, the $1.5 million Michelob beer account.From now on Compton will refrain from submit­ting a proposed portfolio unless the sought-afteraccount puts up all or part of the expense. TheMichelob business went to C.J. LaRoche, whichdid nothing but an oral pitch. The third finalistin the Miehelob contention, Y &R, also reportedlydid a speculative presentation. But Y&R had aprevious experience which might have encouragedthe speculative ploy. That's the way it got East­ern Airlines. P.S.: It may be recalled that inApril, 1963, when the ABC-TV account wasopen, Leonard Goldenson took the view that anagency that prepared an account-bidding presenta­tion ought to be compensated for its efforts.

Compton adds $1.5 million

Compton's experience in new business-questinghas also had its sweet side. Out of NorwichPharrnacal came Norforms and a new product(unnamed) jointly worth about $1 million inbillings. On top of that the agency added a WylerCo.-packaged chicken and noodle soup with bill­ings estimated at around $500,000. Wyler is adivision of the Borden Co.

Radio: tackle the Media Council

Sellers of spot radio may have been overlook­ing a good bet in their strategies to boost thecause of their medium. Direct approaches to ad­vertisers, and to account people with hefty bundles

28 SPONSOR

of package-goods money, have their uses. Butthere's a ready-made setup of considerable in­fluence, to put it mildly, that might be made thenumber one target for systematic enlightenment ofspot radio's updated story. The suggestedtarget isthe N.Y. Media Directors Council. The groupmeets once a month. Therein represented is per­haps 70 percent of total air media billings. They'repossibly a key solution to much of the frustrationthat radio sellers have had to contend with forsome time. What these sellers might do is to ar­range for a series of meaty and terse presentationsduring council meetings. After all, the mediadirector in the upper-rung agency, which consti­tutes the council, does more than just administermedia budgets. He's in there at the planning stage.Since he's the expert, his evaluation of respectivemedia at most times is decisive. He may havepreconceptions that need adjusting to the times.The pressure on the job often makes listening to ahost of stories somewhat inconvenient. Hence thecouncil gatherings offer one way out of the radiosellers' dilemma.

Reps appreciate gesture

The following incident reflects the kind ofbuyer-seller relationship that can turn outprofitably for the client. Wally Staab, K&E mediagroup head, wrote radio reps that the Lincoln­Mercury buying was being transferred to theagency's Detroit office. He then went on to thankthe reps for the fine service they had consistentlygiven the account in New York, and to assurethem that Barry Alley and Bob Bafrey, of K&E'sDetroit buying staff, are looking forward to con­tinuing the samequality of cooperation.

Craftsmen rate commercials

It's always enlightening to find out whatagency people think of the current product oftheir fellow craftsmen, SPONSORSCOPE did across-check amongst exceptionally perceptivecommercial producers on their reactions to thefall crop of commercials on the tv networks.Singled out for special plaudits were these: (I)the BOAC and Pan Am campaigns focused onplace, (2) Tiparillo's boy and girl bit on thetrain, (3) Harvey's Bristol Cream's reflections in

a glass, (4) U.S. Rubber's diverting pitch aboutsnow tires, (5) Eric little cigar's viking approach,(6) American Gas' memorable flame-against-a­black-background, (7) Lucky Strike's astuteblending of line drawing with live people. Thequizzing also disclosed observations on trends: (a)overuse of the "James Bond" character type, (b)proliferation of the testimonial recitative, (e) deftrefinements of the pneumatic, or shock, devices,(d ) no let up in the use of the freeze frame.

Wanted: more bowl game customers

As of now it looks like NBC-TV and ABC-TVaffiliates will have plenty of co-spot on post­season bowl games to dispose of to local adver­tisers. Both networks are 40 percent unsold in thisside of their football inventory. CBS-TV doesn'thave to worry. It's got only the Cotton Bowl andthat's a sellout. NBC-TV has eight bowl events,with a package valuation of $3.7 million, with theRose and Sugar bowls the only two sellouts. ABC­TV's quota is four bowls, with a package pricetotal of $1. l million. As usual, General Motors'United Motor Service is the top spender in thenetwork bowl parade. Its commercials will be seenon five bowl telecasts.

New cracker field contender

Hear this, National Biscuit, Sunshine andKeebler. You've got a new competitor - this onea giant in the packaging field. General Mills hasgone in for cracker baking and it's about to testmarket its first entry, a snack tidbit. The test willbe conducted in tv markets including Detroit,Syracuse, Utica. The commercials, out of DoyleDane Bernbach, will have a "Frenchy" flavor.They were made by members of the cast of LaPlume de ma Tante, a Paris revue.

To B&W: politicals are commercials

The issue of triplespotting has reared its headin the political campaign. Brown & Williamsonsparked the rearing. The account issued, via Bates,a ukase to this effect: B&W would deem a stationas indulging in triplespotting if a political spotwere made part of a three-commercial sequence.

_I ONTINUED ON NEXT PAGE

IOctober26, 1964 29

checks on tv viewing and product usage, (3) thetraveling bus that would gather tv signals andshow what people in the arca were viewing atthe moment, ( 4) Eli Landau's strictly film net­work. Should you think of any others mail themin. They'll be posted in a sequel item.

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

And under such circumstances a B&\V commer­cial was to be eliminated. Stations with B&Wschedules think the stance unreasonable in lightof the fact that the NAB Code has waived theapplication of time standards to political commer­cials. These broadcasters have interpreted thewaiver, evidently, as meaning a political spot wasnot a commercial in the accepted or traditionalsense. Historical note: it was B&W that initiallyraised the "clutter" torch and fueled much of theadvertiser protest which led to more explicitcommercial strictures.

Shell Cancels 'CBS Reports' show

Shell pulled out of last Wednesday's CBS Re­ports rather than chance another barrage of vio­lent protest mail. Shell had that kind of experienceseveral weeks ago with a Reports documentarycallcd'tHumor in Politics." Last week's Reportsprogram covered the bitter contest between Ken­neth Keating and Robert Kennedy for U.S. Sen­ate seat. Explained Shell to SPONSOR:if a hum­orous theme caused all that combustion, it canoasily be imagined what we'd have to take forbeing associated with a telecast of two such ex­plosively controversial candidates. This is firstnetwork sponsor to cancel out for such cause.

Propose computer programing co-op

It's no easy task for an agency to get otheragencies to come in on a cooperative venture. Butthat hasn't stopped Compton from inviting severalagencies to join it in putting together a computerprogram that each could draw from as it saw fit.The computer expenses, of course, would beshared. The material fed into the computer forprograming would come from the various mediameasurement services.

Tv ideas that didn't quite [ell

If you've been around the broadcast businessfor some time, you may recall these among theambitions and plans that didn't manage to comeoff: (I) NBC Radio's wired music and informa­tion programs for doctors' and dentists' offices,(2) Miles Wallach's doorbell-ringing coincidental

30

Updated comparison: box office vs. tv

Did you know that in a single night the audi­ence exposed to the average tv network programis at least double the admissions to the averagemotion picture over the course of a year? Ac­cording to the research department of the MotionPicture Assn. of America, the average featurefilm draws 11 to 12 million admissions. The ex­hibition span of the average picture is about ayear. The average viewers reached by a networkprogram, per showing, last season ranged be­tween 22 and 25 million. Incidentally, BeverlyHillbillies at its peak appeal chalked up an aver­age of 21,500,000 homes, which, translated tothe average number of viewers per program,comes out to 52 million persons.

11,

Reps eye college grads as trainees

Don't be surprised to hear one of these daysthat major station reps are standing in the sameline with GE, IBM and other giant corporationsfor the recruiting of college grads as trainees.Some of the rep firms think they've reached thestage where they ought to look for promisingprospects other than at ad agencies, or merelyraiding the ranks of some other rep. All suchcollege-beamed reps would need, of course, isfind somebody in their organizations who couldbe spared to do the scouting. The mounting pres­sure of business, servicing and station contactingmakes this a long shot. Then again there's thisfly in the ointment: what's to prevent a competi­tive rep firm from luring away the trainee afterhe's made it? Over in the agency field the traineeprogram has beromc a rarity. Agencies have foundit cheaper to raid other shops than to support theirown trainee program, especially for media. Themedia trainee, after he clicks, can be the objectof three-way bidding interest outside his own de­partment: ( 1) another agency, (2) a rep lookingfor salesmen, ( 3) account section in his agency.

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New directions:

travel I urns Ivto

Airlines, plus other print-oriented travel advertisers, are

switching media to reach broader passenger potential

• Whether you're daydreaming orplanning an actual trip, you canhardly think of vacation travel with­out thinking, too, of the commer­cials for Jamaica or Miami and theairlines that fly there.

The tv efforts of American Ex­port Lines and Eastern Air Lines­among more than a dozen passenger­carrying companies - have provedthat tv can make travel advertisingexciting, alluring, memorable.

While travel advertising for al­most all major carriers (as well ascountnes and vacation spots that

"The trend towardmore use of tv is c'lear,"

saysRogerBumstead,vice presidentand director

of media, Kelly Nason.

seek the tourist dollar) have surgedupward, the most significant turntowards television has been made bythe airline industry. From 1962through 1963 alone, tv spending by11 major U.S. airlines increasedfrom $2.2 to $8.5 million - withalmost all of it invested in spottelevision.

There's been a soaring increase ofsuccessstories to parallel the adver­tising investment by the travel in­dustry and. basing its facts on anumber of these, Television Bureauof Advertising has now organized

... travel turns to tva major travel presentation forpotential usersof tv in this field.

Significantly, there'sevidencethatmany of television'snew-found dol­lars come from former newspaperappropriations.

Observing on that, Roger Bum­stead,vice president and media di­rector at the Kelly Nason advertis­ing agency,says: "While newspaperadvertisingstill commandsthe lion'sshare of travel promotion dollars,steadyindicators are pointing clear­ly toward a slowbut decisivechangein the media patternsof the leadersin America's $30 billion travel in­dustry."

That industry currently contrib­utes nearly $80 million in nationaladvertising revenue to newspaperseachyear, an increaseof 25 percentover 1958, Bumsteadpoints out.

In contrast, the growth of tv ad­vertising by travel companies isstartling. Using 1958 spot and net­work television as a base, 1963shows a gain of 170 percent. Indollars that meansonly $16 million,but the trend towardsgreateruseoftv is clearly there,Bumsteadsays.

Magazines, too, have growingaccountsin travel advertising,up 73percent to $40 million last year.While the improvement is impres­sive, it's c1earlynot as great as tele­vision's.

Neither complete nor historicalrecords exist on radio advertisingexpenditures,but seven travel or­ganizationsappearedamongthe Ra­dio Advertising Bureau'slist of "thetop 50 spot users in 1963." Thesesevencompaniesspent $12 million.One was American Express,whoseradio budget exceeded$1,250,000.All the others were airlines.

"Elmo Roper recently reportedthat newspapershave slipped andbecomethe nation's secondaryme­dium for news,"Bumsteadobserves."It may well be that newspapersare also gradually being easedfromtheir dominantposition asthe majorvehic1efor travel advertising.

"The volumeof travel advertisingin newspapershas remained com­paratively unchanged since 1961,even if you make allowances forlast year's strikes of New York andCleveland newspapers," says theagency media director. "Early re­ports on major market lineage sofar this year indicate that 1964might now show a decline."

The fact that tv's gain has some­times been newspaper'sloss is evi­dent from percentagechangesin air­line ad expenditures for both me­dia from 1962 to 1963 (see tableV). Since the travel industry as awhole has prosperedand travel ad­vertising as a whole has increased,

it is no surprisethat all mediashouldbenefit to some degree. However,the chart showsthat, in caseswherethe necessaryfigures for compari­son were available, tv's share ofbudget either improved more thannewspapers' or improved w h ennewspapers' share of budget didnot.

Percentagechangesin airline ex­pendituresfrom 1962to 1963,com­piled by TvB, areasfollows: TWA:spot tv allocations up 99 percent,newspaperallocationsdown 1O per­cent; Pan American: spot tv dollarsup 33 percent, newspaper dollarsdown 8 percent;EasternAir Lines:spot tv up 750 percent, newspaperup 4 percent, to name a few (Because of market structure, mosttravel advertisersuseonly spot tv.)

Even though the past two yearsshoweda marked enthusiasmfor tvamong travel advertisers, definitesigns of interest in tv occurred asearly as the 1956-1961 period. Inthose five years, air travel adver­tising on tv increased106 percent;bus tv advertising increased 116percent;rail tv advertisingdecreased15 percent.

The mushrooming interest in tvat the presenttime can be attributedin some degree to the newspaperstrikes in Clevelandand New Yorkin the winter of 1962-63. At least,it wasduring that period that severalgiants in the airline industry triedtv for the first time-and liked it.These airlines i n e 1u d e Eastern,Northeast, United, National and

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"With tv we're reaching a selective audience of businessmen,travelers and vacationers," says an official of the Hertz company.

Best comment on the Jamaica Tourist Board commercial came froma competing ad agency: "It made me want to go to Jamaica."

34

American. (Northeast was new totv only in the New York market.)

Actually, Eastern had consideredusing tv before the New York news­paper strike occurred; according tothe airline's director of advertisingat the time, however, the strike wasthe "immediate cause" of Eastern'stv entry. National and Americanclaim their tv debuts had nothingat all to do with the strike.

Northeast had already seen thepower of tv in Miami and Boston;with the addition of local tv in NewYork, the airline reported an "in­credible" increase in business dur­ing the strik~notably 43 percentmore passengers on New York­Miami flights. All airline advertisersmentioned continued to use tv afterthe newspaper strike.

American Airlines entered spot tvin New York only 19 months ago.Now American also uses spot inChicago, Los Angeles, San Fran­cisco and Washington.

"Tv is a medium the airlinesdidn't touch for a long time," saysan American Airlines advertisingexecutive, "but now all of us aresavvy to its effectiveness."

American in particular has donea great deal of research on set-buy­ing and viewing habits as related totravel. (Some of this research ap­pears in the section on tv set owner­ship of air travelers.)

Eastern Air Lines is another new­comer to tv. Although Eastern pro­vides only regional service, the air­line has been using network tv plussome spot, and is the only airlineother than Pan American to use net­work. Eastern, through its agency,

I Young & Rubicam, acquired ex­clusive sponsorship of the NBCpresidential inauguration coverage,reportedly the biggestsingle tv andradio program purchaseever madeby an airline. The buy wasbelievedto be in excessof $600,000.

Accordingto F. D. Hall, Eastern'spresident, the airline is using net­work to introduce its greatly im-

1proved and expandedservicesin afittingly comprehensivemanner.

As TvB pointsout in its presenta­tion, the increased use of tv bytravel advertisers has turned themediuminto a kind of battlegroundwhere creative ideas are ammuni­tion. Thus, travel advertisers-espe­cially thosejust enteringthemedium-have had to make their commer­cialsmuchmore than print adswith

October 26, 1964

TABLE I

TV EXPENDITURES BY MAJOR AIRLINES, 1962 AND 1963

AIRLINE NETWORK SPOT TOTAL TV---

TWA1963 $ 952,940 $ 952,9401962 478,160 478,160

Pan American1963 $116,500 992,320 1,108,8201962 832,940 832,940

Eastern1963 776,200 1,759,780 2,535,9801962 207,090 207,090

United1963 503,630 503,6301962 29,170 29,170

American1963 815,250 815,2501962

Delta1963 763,190 763,1901962 538,740 538,740

BOAC1963 136,920 136,9201962

National1963 996,880 996,8801962

Northeast1963 679,580 679,5801962 69,180 69,180

--- - ~-

TOTAL1963 $892,700 $7,600,490 $8,493,1901962 2,155,280 2,115,280

(In 1963 American Airlines, National and BOAC entered spot tv for the first time; Easternand Pan American entered network tv.)

TABLE IIBUS COMPANIES' TV EXPENDI­TURES, 1962 AND 1963

BUS COMPANY SPOT TV

ContinentalTrailways

19631962

$ 199,620163,430

Greyhound19631962

1,752,0001,803,410

NationalTrailways

19631962

103,55049,100

TOTAL $4,071,110

*None of the companies used network tvin the years cited.

United Airlines increased tv advertising ex­penditures 1627 percent in 1963 over 1962.

35

... travel turns to tv

sound attached. As a result, currenttravel commercials arc among themost exciting and attractive on theair. They capture the romance oftravelers' destinations by making useof local customs, people and places,and by playing up such evocativescenes as rushing waves, marchingpalace guards, cool Japancsc gar­dens. Such smooth-sell advertisingis very different from the traditionalprint ad promoting speed, price andconvenience.

Of the nine tv commercials chosento complement the TvB presenta­tion, all but two highlight the ro­mance of the destination. Includedin this group are commercials byNational Airlines, Pan American,BOAC and Eastern Air Lines; byHertz rentals; by the country ofJamaica and the island of Lucaya.(Northeast commercials on Floridacould also have been included inthis category.)

1t's worth noting that romantic

excitement appeals to a broadersegment of the population thantravcl's heretofore demi-god, thebusinessman. Airlines, for example,decided they had to broaden theirappeal becausemany scats were go­ing unsold; and one way to reachthe crosssection they seek is, ofcourse, via television. In additionto using the excitement of locale asa lure, airlines promote such con­veniences as family discounts, vaca­tion package plans, charter flights.

Ncw York agency executiveschose two travel commercials as ex­ceptional in the 1964 travel season,according to Tv B: the JamaicaTourist Board commercial by Doyle

Radio strengthens American Express i

The American Express audio 'logo connotesa pleasant kind of urgency, according toEric Siday, designer of the music track.

• For over a year, a heavy satura­tion of radio spots for American Ex­press Travelers Cheques has fea­tured such "headlines" as "Califor­nia couple robbed on Hawaiianvacation," "New York executiveloses $400 in London." "Tidal wavesweeps away $240 from Seattlewoman."

Such ear-catching openers to acommercial might well be followedby fatal closings, but all these epi­sodes have happy endings. Luckily,the people in trouble all have Amer­ican Express Travelers Cheques.

The idea for such news-orientedcommercials was recommended byOgilvy, Benson & Mather in 1962,soon after the agency took over theaccount. AmExCo says the radiocommercials have been a great sue-

36

ccss. The sale of travelers checksis at an all-time high. Credit cards,also advertised on radio, break rec­ords every month, both in numberof card holders and total amount ofbillings.

American Express admits there isno accurate way to measure the ef­fectiveness of its radio campaign,which last year cost over $1.25 mil­lion. However, the company doessay that "many thousands of peoplewho have not previously identifiedtravelers checks and credit cardswith AmExCo, now do."

Certainly some of the increasedawarenessof AmExCo's servicescanbe attributed to the radio campaign,voted one of the 12 best campaignsin 1963 by RAB.

One of the unusual features of thecommercials is the sound logocreated by Eric Siday, an English­man well known for the musicaldesigns of many radio and tv com­mercials. AmExCo calls the soundlogo the "Siday effect." Now ownedoutright by American Express, thesounds were produced with the useof electronic equipment.

Siday was commissioned to createa logo representative of the Ameri­can Express image. "Ogilvy wanteda music track that would expresstravel-American travel, business­American business, and also be dis­tinctive, simple and have a trade­mark quality," Siday explains.

"I analyzed the copy platformand said to myself: 'What can I do

with travel?' The obvious thing 1

would be sounds like boat whistles,trains and so on," says Siday. "Thisis out or you're into the cliche area.But you can still express travel andbusiness if you dig a little deeperand look at communications, for ex­ample. Communications are part ofAmerican business. You look for a 1

sound that represents the broadhighway. You think of America andsome sounds that are strongly Amer­ican; this is rather easy to do.

"Electronic music could best ex- 'press these ideas, I felt. Ogilvy was 1

not afraid of using electronic music, 1

as David Ogilvy had had great suc­cess with it in the Maxwell Housecoffee commercials.

"What I worked out. I suppose,is actually subliminal. The openingis a xylophone record at a highspeed synchronized with a typewrit- ·er, designed to connote a pleasantkind of urgency in life. This givesthe commercial its true individuali- 1

ty," Siday believes.The sound not only acts as a '

memorable and identifiable imagefor American Express, but also addscontinuity to the commercial series.By using the same announcer ineach commercial, the agency wasable to provide further continuityand identification.

Radio was recommended toAmerican Express because it pro­vides a very high frequency of mes­sageat a relatively low cost, accord­ing to Elliott Detchon, Ogilvy's

SPONSOR

Dane Bernbach and the AmericanExport Lines commercial by Cun­ningham & Walsh. Both were se­lected from a wide variety of salesmessages promoting a range ofproducts and ideas.

"The Jamaica Tourist Boardcommercial shows the variety andbeauty of the island," says the vicepresident of one agency. "The twounusual features of the commercialarc the number of scenes (39) andthe lack of voice over." Best possiblecomment came from a creative di­rector at a competing agency whosaid: "The commercial made mewant to go to Jamaica."

Dave Reider, vice president and

.,

American Airlines entered spot Iv in New York only 18 months ago; now uses five markets.

Urgency and safety characterize AmExCo radio commercialsfor travelers checks; prestige and convenience for credit cards~1image

I senior. vice president and accounti supervisor.1 "We did a study of radio listen-

1ing habits and discovered that trav­elers listen more regularly to theradio than non-travelers do," saysDetchon. "We also found out that

r ! they listen more frequently to music­¡and-news shows during drive-time."¡ With such findings to back up! radio, tests were launched in sev-eral major cities in 1962. Last year.cycles of one-minute commercialswere scheduledon the CBS network,in addition to spot announcementsin 21 large metropolitan markets.This summer the commercials wereon all four major U.S. networks,covering more than 1100 radio sta­tions, in addition to heavy spot

Ischedulesin key markets.

Detchon stresses that the objec­tive of the campaign for travelerschecks was to stress the product'sadvantages. particularly that ofsafety. "We're trying to broaden themarket rather than sell competitively

Iagainst other brands of travelerschecks," he says. "Cash is our realcompetition. At the same time, ofcourse. we are trying to make thename American Express synony­

r Imous with travelers checks."We thought the best way to tell

our safety story was through peoplewho had lost money and had gottenit back because it was in AmericanExpressTravelers Chequesor, as werefer to it on the air, 'the safemoney.' People arc concerned about

October 26, 1964

losing money, but their main con­cern is they don't want their vaca­tion spoiled," Detchon explains.

At first Ogilvy decided to try anewcast technique AmExCo, theidea was expanded to include athree- or four-second dramatized in­troduction, setting the stage for aheadline such as "Purse snatcherrobs woman at Mardi Gras."

"The commercials sound real be­cause the stories are all true," saysRoy McKechnie. copywriter for theseries. The manager of the travelerschecks refund department, HarryEgan, provides Ogilvy with back­ground information on clients whohave lost travelers checks or hadthem stolen.

" We sifted through hundreds offiles for unusual stories.'' says Mc­Kechnie. "No names are used, ofcourse. We work quite hard forrealism. At the studio we have madeas many as 15 separate takes to getexactly the right effects."

American Express also usesradioto advertise its credit card. The ob­jective of the commercials is to pre­sell people on carrying the card, tomake it a desirable thing to have.

"We use radio for credit cards asan umbrella for direct mail," saysaccount supervisor Detchon. "Ourradio advertising enhancesthe card'sprestige by reminding radio listen­ers how many different goods andservices they can charge. We usedirect mail to follow up and actuallysell the cards. Radio has also al-

lowed us to improve and expandour service establishment relation­ships."

While the advertising agency isresponsible for writing the commer­cials. the AmExCo advertising man­agers of the travelers check andcredit card divisions review themcarefully. Tom Thorne for travelerschecks and Ken O'Brian for creditcards must approve every commer­cial before it can be aired.

Other commercials, for the traveldivision, have been designed toestablish American Express as atravel headquarters, a one-stopshopping service for anyone on themove. Out of this approach camethe phrase "American Express, thecompany for people who travel,"currently used in all commercials.

Separate commercials have to bedone in French and English for usein Canada. (American Express com­mercials reach 90 percent of theCanadian market.) French is usedexclusively in commercials for Que­bec City: English and French forsuch bilingual areas as Montrealand Ottawa. The scripts are pro­duced in New York in English andare sent to Ogilvy's office in Toron­to where they are translated intoFrench and reproduced by the localstaff. Distribution is also handledby the local office in Canada.

In 1963 American Express wasincluded in RAB's list of top 50radio advertisers. The feeling is thatit will stay there. +

37

waüan tour at Laurentide's office. 1

Ninety-five percent of the passen-1

gershadn't ever been in touch witha financecompanybefore.

Laurentide's agency credited tvwith the entire results. One-minutecommercialswere used an averageof six times a week. Commercial 1

positioning was "as prime time aspossible,"adjacentto suchshowsasHawaiian Eye, Adventures in Para­dise and other travel-drama pro­grams.

Pan American Airways and PanAmerican-Grace Airways are alsolong-time usersof tv. By schedulinglive commercials within tv newsand weather showsin a half-dozen

Greyhound localizes tv message, as with newspaper ads, says approach is very successful.

• • • travel turns to tv

copy chief for DDB, says theagency's"most successfulcommer­cials are usually thosethat are mostcreative." And he includes thecommercialon Jamaicain this cate­gory.

Earl Rowen, account executivefor American Export Lines at Cun­ningham & Walsh, saysit's difficultto measure specific results for hisclient becausethe company is notset up to do so. But he indicatedthat the BeachcomberCruise, with

which the commercial deals, hasbeen"most successful."

Strangely enough, a Canadianfinance company, Laurentide, iscredited with originating one of thefirst successfultravel campaignsthatappearedsolelyon tv. In the summerof 1961, its San Francisco agencyconceivedthe idea of a travel pro­motion in tv and ran a six-monthtestin severalCalifornia andOregonmarkets. Within that period 700passengerswere booked for a Ha-

TABLE Ill

TV SET OWNERSHIP AND LEISUREACTIVITY OF AIR TRAVELERS

American Airlines commis­sioned a research firm tosurvey 5553 households,4694 in a systematic na­tiona I cross section of theAmerican public and theremaining 869 from lists ofregular air travelers.

38

RESULTS:

14%10111211

1. A higher percentage of "heavy air travelers" (five or more flights a year) bought newtv sets "within the past year" than any other group reported in the tabulations.

New tv sets purchasedwithin last 12 months

Heavy air travelersOccasional air travelersLight air travelersFormer air travelersNot flown but travel

2. Air travelers rate tv their number-one leisure activity.*% of airtravelers

Leisure actively Leisureactivity participating activity

* Sources: NBC Spot Sales, 1963 ... American Airlines, July, 1963

Tv viewing 78

Reading:booksmagazines

6665

Listeningradiorecords

so54

% of airtravelersactively

participating

Sports:attend gamesparticipate

4847

Movies 39

Theater 37

SPONSOR

l

,(

key markets, Pan Am effectivelyreaches high-income families andtourist prospects. An airline is basi­cally a retailer since its primary goalis to sell tickets, Pan Am believes."With live commercials, copy canbe changed at practically the lastminute and, at the same time,achieve an effective, hard-sell retailapproach," says an executive on thePan American account at J. WalterThompson. "Spot tv has been a verysuccessful direction for Pan Am totake. It allows the company to gointo its eleven-or-so markets with am ax i mum of flexibility." (PanAmerican switched from network tospot tv in 1958 for more efficientconcentration in markets where itstraffic volume is largest.)

Hertz has also had success withspot tv. Today, the scene of theman flying through the air into his

1Hertz car is familiar to virtually allI regular viewers of television.

In 1956 (the earliest year spot tvexpenditure data is available), Hertzspent $31,480 in the medium. In1961the amount had soared to $1.2million in spot, $382,000in networktv. Expenditures in both have con­tinued-and continued to rise. For

~example, last year Hertz was a par-

I~

TABLE IV

GROSS TV TIME EXPENDITURES

YEAR AIRLINES* BUS RAILROAD STEAMSHIP TOTALS

196319621961

$9,406,0002,982,0002,433,000

$2,110,0002,063,0001,743,000

$12,603,0005,880,0004,905,000

$1,087,000835,000680,000 $49,000

* Includes small airlines such as Mohawk and Western, in addition to major lines coveredindividually in '62-'63(complete year) chart.

TABLE V

CHANGES IN AIRLINES TV AND NEWSPAPER COSTS,1963 OVER 1962

AIRLINES SPOT TV NEWSPAPER-

TWA + 99% -10%Pan Am + 19 - 8Eastern + 750 + 4United +1627 -15Delta + 42 + 5Northeast + 882 -56

--TOTAL + 253 - 8

*SourcesSpot: RorabaughNewspapers: ANPA

TABLE VI

TV VIEWING BY AIR-TRAVELING BUSINESSMEN

NBC Spot Sales mailed questionnaires to approximately 4000 air-traveling businessmen to determine their tv viewing habits. Some 522 (13percent) were completed and returned. Some answers are as follows:

How many days a week do you usually watch television?Yearly air business trips

Days_per week Total 10 or more 6 . 9 3 . 5- -- --

6 or 7 30.4% 22.8% 22.7% 27.3%3. 5 33.7 35.9 43.4 27.31 . 2 19.9 20.1 24.5 28.4

Se'ldom 16.0 21.2 9.4 17.0

64.1 percent of all respondents watch television three or more days per week. And, among heavy trave'lers (six or more tripsper year), 60.3 percent watch three or more days weekly.

Which of these program types do you watch with some regularity?

!JpeDaily news programsDocumentary specialsNews analysis or commentarySports eventsLate night variety or movieInterview programs

Total

68.2%62.553.851.433.628.7

Yearly air business trips6 . 9

54.9%64.745.156.927.433.3

3 . 5

73.6%69.060.056.331.025.3

10 or more

65.5%57.650.355.931.125.4

During which time periods do you watch television-when you are away from home on business trips?Yearly air business trips

6 . 9Ti":11!__eE?_ri_o~7 • 9 a.m.7 • 11 a.m.After 11 p.m.

• Source: NBC Spot Sales

Total

27.1%58.535.2

3 . 510 or more-

25.6%55.839 5

35.8%56.035.8

25.0%64.332.1

October 26, 1964

- I39

... travel turns to tv

ticipating sponsor of Jack Paar andPerry Mason.

Incidentally, much of Hertz' ad­vertising promotes the fly-drive plan,a tie-in with some 20 to 30 airlines.Such package deals are not new inadvertising geared to businessmen,but they have been used to reachtourists only for the last few years.

A Hertz official says: "We be­lieve that the impact of televisionhas been a useful factor in increas­ing our rent-a-car volume. With tvwe're reaching a selective audience

of businessmen, travelers and vaca­tioners, but it's broader than that.Let it suffice to say that Hertz plansto continue tv advertising."

Greyhound localizes its use of tvas it does with newspapers.

"The Greyhound bus schedulesand commercial messages are dif­ferent in some 2000 towns," saysJohn Kun eau, account executive forGreyhound at Grey. ''In tv, we local­ize each message.Greyhound spon­sors 187 different local news-weath­er shows around the country each

TABLE VII

TV EXPENDITURES BY MAJOR AIRLINESCOMPARISON OF JAN.-JUN, 1963, AND JAN.-JUNE, 1964

AIRLINES NETWORK SPOT TOTAL TV PERCENTAGECHANGE

American1963 $ 125,900 $ 125,9001964 1,249,100 1,249,100 Plus 892

BOAC1963 87,500 87,5001964 338,000 338,000 Plus 286

Delta1963 474,000 474,0001964 527,800 527,800 Plus 11

Eastern1963 $228,500 1,146,500 1,375,0001964 228,400 1,954,400 2,242,800 Plus 63

KLM1963 30,100 30,100

I I I1964 Minus 100

I National1963 490,900 490,9001964 989,400 989,400 Plus 102

Northwest1963 72,100 72,1001964 60,900 60,900 Minus 16

Pan Am Grace1963 113,600 113,6001964 113,600 113,600 Equal

Pan Am World1963 647,400 647,4001964 214,400 214,400 Minus 67

Trans-World1963 387,600 387,6001964 417,300 417,300 Plus 8

United1963 329,500 329,5001964 571,900 571,900 Plus 74

Western1963 122,400 122,4001964 141,700 141,700 Plus 16

All Others

1963 25,000 89,800 164,8001964 125,800 125,800 Minus 24

TOTAL1963 303,500 4,602,900 4,906,4001964 288,400 7,332,900 7,621,300 Plus 55

40

week. The commercials consist of40 seconds of film with 20 secondsdone live by the program's person­ality. For example, there are 56busesregularly to Washington. Eachnews-weather personality draws theroute on a map. This involves atremendous amount of work, but ithas been very successful."

Although Greyhound has usedsubstantial amounts of network tele­vision, it has been using only spottv and newspapers for the last threeyears. Spot expenditures have beengrowing: 1961, $1,444,240; 1962,$1,803,410; 1963, $1,752,000.

TvB also reports that about $30million in tax money goes into pro­moting travel in individual stateseach year. Two states, Florida andNorth Carolina, have been usingtv, both reporting successes.

A primary objective of NorthCarolina's Dept. of Conservation & 1

Development is to reach potentially 1 ¡1

new visitors and tell them about the1 1

advantages of travel and vacationsin the state, The department realizedthat traditional approaches to traveladvertising have been "'common- 1place," and that new approacheswere necessary to reach "new peo- 1ple in a manner that would make 1

the state stick out like the proverbialsore thumb."

A 60-second tv commercial wasproduced and aired as a public serv-ice by in-state tv stations in 1961.Because of its success, the agency Iinvolved, Bennett Advertising, pro­duced three new tv commercials forout-of-state use in 1962 and 1963.

One agency executive reported,right after an in-state test: "I'mconfident no single promotion by thestate in recent years has called moreattention to our own people and themillions of visitors to our state eachsummer than this campaign. Whilewe could not say tv was the solereason, it is interesting to note that1961 was the biggest ever for the 1

North Carolina travel industry.During 1962, while the out-of­

state campaign was still on, thesame executive commented: "Werepeatedly hear such glowing reportsfrom people in areas where the tvadvertising is being run that we areconfident the campaign has been 1 Ihighly effective." 1

With successstories like these, itis not surprising that tv is luringdollars away from newspapers. +

SPONSOR

'"

r1

¡"In the next five years gross sales in theo~ aerosol-shaving-lather market will reach $100

million," forecasts Burma-Vita's J. M. Jablons.

l'lr

• Seldom has the success of tele­vision advertising been so clear asiin the case of Burma-Shave. Withthe shift from popular road signsto network tv, 1964 sales are ex­pected to double those of last year,even though tv support will only

'have been in effect for eightmonths.

When a marketing executive onBurma-Shave was asked if tv shouldget most of the credit for the prod­uct's rapid sales growth, he an­swered flatly: "No-all of it."

The switch from the traditionalBurma-Shave road-signs oame inApril, following the acquisition ofthe Burma-Vita Company by Philip

IMorris in February, 1963.Along with the change in adver­

tising policy came a change in theproduct line. Since Philip Morris

ihas been in command, the nameBurma-Vita has no longer beensynonymous with just shavingcream. The Burma-Vita line hasbeen expanded to include BurmaBey after-shave lotion and a BurmaBlockade aerosol deodorant. A fullline of men's toiletries is under con­sideration, according to J.M. (Mike)Jablons, product manager for Bur­ma-Vita. Two new products-asun-tan lotion and a hairdressing­are already in preparation.

All the advertising for Burma-

tf

11. I October 26, 1964

AD LOAD

NOW TO BE

OFF THE ROAD

AND ON TV.

BURM

• a

-SHAVE

Forty-year roadside-sign tradition is scrapped

for shaving cream's tv crack at

competition's lead in the promising

$100 million aerosol-lather market

Vita, as well as American SafetyRazor-the Philip Morris divisionunder which Burma-Vita operates-is on network television.

Naturally, the use of network tvfor Burma-Shave, alone, means agreat deal more money must go in­to advertising. But Jablons, andBurma-Vita's ad agency, Benton &Bowles, agree it's worth it. The us­ual amount allocated for Burma­Shave road-side advertising ranabout $200,000 a year. This in­cluded the cost of new signs, ad­ministration, up-keep, and paymentto farmers for use of their land.Today the advertising budget forBurma-Vita-most of which backsBurma-Shave-runs over $1 mil­lion. The total amount goes intoCBS network "A" time. At the go­ing price for sponsorship of oneCBS event (NFL Football at $90,-000 a minute) the $200,000 budgetfor road signs covers two-and-a­fraction commercials.

Television was probably not usedearlier because Burma-Vita couldnot afford it, Jablons said, whereasPhilip Morris can. Today, Burma­Vita's ad budget is flexible, depend­ing largely upon the amount ofmoney allocated to the AmericanSafety Razor division bv Philip Mor­ris. This year Burma-Vita is spend­ing 15 to 20 percent of the $6 to $7

million ad budget, says Jablons.The best-selling and most-heav­

ily-advertised product in the Bur­ma-Vita line is Burma-Shave aerosollather. There is tremendous growthpotential in the aerosol-lather mar­ket, Jablons believes. In the nextfive years he expects gross sales toreach $100 million. The advertisingfor aerosol lathers will continue tobe almost all on network tv, heforecasts.

"Tv is definitely the most efficientmedium for this type of commodityproduct," says the Burma-Vitaproduct manager, "-that is. aoroduct that can be marketed in300,000 to 500,000 outlets."

For Burma-Shave, tv might havebeen a great deal more effective ifused earlier. Even though Burma­Shave was the very first shavingcream on the market, way back in1926, it is currently fighting uofrom an also-ran image. Jablons re­veals that the Burma-Shave share­of-market among aerosol lathers­where the big competition exists to­day-is only 5 percent, comparedto 18 percent each for Colgate'sRapid-Shave and Gillette's Foamy.Carter Products' Rise and AmericanHome Products' (Boyle-MidwayDiv.) Aero-Shave hold 15- and 14percent of the market. JabIons ex­pects Burrna-Shave's share of the

41

SHARE-OF-MARKET AMONG AEROSOL SHAVING LATHERS*

COMPANY

Colgate-PalmoliveGilletteCarter ProductsAmerican Home Products

(Boyle-Midway Div.)Philip Morris

(American Safety Razor Div.)

PRODUCT

Rapid-ShaveFoamyRiseAero-Shave

Burma-Shave

PERCENTAGE

18181514

5

*Only the key competitors of Burma-Shave are listed here. There are numerous otherentries.

aerosol market to boost to 1O per­centwithin thenext half-decadewiththe help of tv.

Big things are also expectedfromBurma-Vita's Blockade, a recententry in the aerosol-deodorantmar­ket. The product was launched na­tionally last month with tv backingon NFL Football. The introductionof Blockade follows the whoppingsuccessof Gillette's aerosoldeodor­ant, Right Guard, which managedto capture 20 percent of the totaldeodorantmarket in just two years.Having started out as a product formen, Right Guard is now a familydeodorant, broadening its marketimmensely.Plans for Blockade cap-

italize on the success of RightGuard. Not only did the productforego test-marketing, but it hasbeen-and will be-advertised on tvas a family deodorant,even thoughit, too, was originally conceivedasa men'sproduct.

With an expanding product lineand close associationwith Person­na-also operatingunder the Amer­ican SafetyRazor division of PhilipMorris-Burma- Vita has been pro­moting some"gift sets"or combina­ton packages.Paired items includePersonnablades and Burma-Shave,Personnabladesand Burma Bey, aswell as Burma-Shave and BurmaBey. In the future, Blockade may

also be packagedwith other products.

Jay Salamon,vice president an.director of marketing for the American Safety Razor Co., states thathe two-in-one packaging and advertising concept was not in anway conceived to get around th;piggybackproblem, eventhough alASR advertising is on television.

"Peoplewho useone item useth:other," saysSalamon."It is customary in the razor-and-bladebusinesto combineproductsto make stroru1

high-value consumer offers." AlASR multi-product commercialsan1

integrated, he contends, wherea:·ASR-Philip Morris cigaret combinedcommercialsarenot.

To create an image for the ex·panding line of Burma-Vita prod·ucts, the company has decided teintroduce a Burma Girl into itscommercials.Nobu McCarthy, whc·is really a Japanesewoman, has.been chosen for the part. (Thename McCarthy was acquiredthrough marriage to a West Coastadvertisingexecutive.) Commercialsfeaturing Mrs. McCarthy broke inSeptemberandwill be usedthrough­out the 1964-65season.

Because of rapid product expansion, Burma-Vita has introduced a Burma Girl into its commercials in order to give the line an image. The BurmaGirl, Nobu McCarthy, is shown here preparing for Burma B1ockade and Burma Bey commercials which debuted last month on CBS' NFL Football.

42 SPONSOR

er¡ "We wanted a pretty girl whowas a good saleslady as well," says

kr Jablons.The decision to use a wom­an in the commercials was madefor three basic reasons:

arr~ 1) Demonstration by a maleiL doesn't mean that much in toiletries.

ln(. Sex-appealis more important.0u; 2) Women often purchase men's

toiletries for their husbands.'· l 3) One of the Burma products­~. the deodorant-will be promotede¡,_ ns a family item.

j The fact that commercials forBurma-Vita products, as well as

....., thosefor the American Safety Razor~'. division, are on CBS network pro­

-grams, is not surprising. All thePhilip Morris network tv buys are

" bn CBS. Burma-Vita has a scatter­~d echedule throughout the Philip

::; t\1orris line-up, which includes Slat­l'. fery's People, The Red Skelton

Show, Jackie Gleason, CBS NewslJL !md NFL Football on which Eur­

a-Vita commercials are concen­rated.

No doubt some of the great ex­ectations for Burma-Vita productsre hinged on participation in NFL

football telecasts. The series sue-:essfully launched stainless steel

I~:(Jl(!

·~•)

,0~· October 26, 1964

J

blades for Personna, Burma's com­panion product. Introduced duringNFL Football coverage last year,Personna blades came from nowhereto oapture a 30 percent share-of­market.

With the entrance of Burma­Shave (and new related products)into the tv arena this year, a tra­ditional and well-known form of ad­vertising was scrapped-the BurmaShave road signs. Burma-Vita an­nounced that the signs will be takendown " because superhighways car­ry motorists too fast over hill anddale to read the jingles."

Burma-Shave signs have been onU .S. roadsides for almost four dec­ades. It was Allan Odell, son of thefounder of Burma-Vita, who thoughtof the idea.

"I asked my dad for $200 togive it a try and he said we weregoing busted anyway, I might aswell finish the job," Allan recalls.

But the signs worked; they at­tracted attention-and sales. Signswere soon erected throughout Wis­consin, Minnesota and Iowa. Bythe end of the year sales went fromjust about zero to $68,000. Fromthen on signs appeared all over the

country, increasing sales "by themile."

The clever Burma-Shave "serials"are familiar to all who ride the high­ways. Among them

I ProposedTo IdaIda RefusedIda Won My IdaIf Ida UsedBurma-Shave

and,Broken Ro111l111ceStated FullyShe Went WildWhen HeWent WoollyBurma-ShaveBut progess demands that tra­

dition and amusement give way toefficiency and sales power. Thus,it was inevitable that the advertisingof Burma-Vita - the last of thefour independent shaving creamcompanies to sell out to a big cor­poration-would change. There 'aremany Americans who have cars,but there are a great many morewho have tv sets. Once more, roadsare no longer for browsing, theyrare for getting places - perhapseven home to watch television. +

.,

43

RADIO'S risingAttention to sound medium promises new high mark inanalysis of 16-yearNielsen records. Total home-hoursofradio use is now vying with pre-tv levels, says CBS Radio

~"&--~•~ ~~'L~_...:~

Arthur Hull Hayes, president, CBS Radio, standing, and Harper Carraine, director of research,check research material that contributed to CBS Radio's comparison between 1948 and 1963.

•The sec-sawing of radio's businessrise, fall and rise over more thana decade and a half in the United

~\'

tideStates, has brought forth calamity­howlers and pic-in-thc-skycrs in thefull measure appropriate to thestatus of the industry at a givenmoment.

When business ebbed, the lamen­tations were loudest. When the tide 'turned, the custodians of faith inamplitude modulation chorused, "Itold you so"-but with a kind ofreluctant joy for fear that the tidewould again recede at any moment.

And there were-and are-thosewho work at their craft with the

1

confident knowledge that evaluationis history's business and that wherethe tide ebbs and flows there is alitter of skeletons of those who wereimpatient with either.

With the termination of the Niel­sen Radio Index Report (NRI), ra­dio had available a mass of statisticscovering the see-saw years; the be­ginning and end of one measure of ,its history.

Arthur Hull Hayes, president,figure (see chart on page 46).suits of a CBS Radio Network anal-

1ysis of the A. C. Nielsen Co.

1961-1963

TOTAL RADIO SET COUNTEXCEEDS U.S. POPULATION

RADIO SET SALES FAR EXCEEDPOPULATION GROWTH

JAN 1964

U.S.Population

109,809,000

U.S. RadioSet Count

214,353,000

U.S. PopulationGrowth

Radio SetSales

70,843,000

8,488,000

Source: Population-U.S. Bureau of the Census; Radio-Radio Advertising Bureau, Inc. estimates.

44 SPONSOR l'

data going back to the pre-televisionyear, 1948.

Commenting on the study, Hayespoints out that Nielsen has providedthe radio industry with the longestcontinuing audience-measurementrecords.

"Nielsen reports," he says, "giveus the largest single accumulationof information about national radioaudiences before and after television

[became a major medium. Now thei books seem to be closed on thisservice, we felt that we-and theIindustry-would find it most inter-¡~~t:~.~.and valuable to review the

I Hayes reported CBS Radio Re-search findings in four main areas.Three arc dealt with here. The

;fourth, CBS' findings on how it-asrelated to the other networks-fared

"in this analysis, is in a sidebar ac­companying this story.

I First: the combination of an m­ercase in radio homes, plus the re­newal of audience attention to radio,has resulted in total home-hours of!radio use for the winter of 1963-64virtually equalling January, 1948, a'pre-tv high point.

Second: not only total home­'hours but average hours spent withradio per home per week show a

!striking turnabout in the years fol­lowing the first effects of television.

IIn January, 1948, the average home

Total U.S. Radio Homes1948

spent 35 hours a week with radio.This figure declined 50 percent­to just over 17 hours a week-byJuly, 1956. But now it is back upto almost 25 hours a week, or wellover three hours per home per day.

Third: listening to network-affili­ated stations represents a largershare of audience in proportion tounaffiliated stations than is assumedby some advertisers and agencies.The network stations compriseabout 32 percent of all U.S. AMstations, yet these stations now ac­count for 46.4 percent of the listen­ing. It's also worth noting that thenetwork stations' share of audiencehas been on the increase in recentyears; in 1960, for example, thesestations accounted for 42.9 percentof the listening.

From the CBS Radio Network'sanalysis on these points, summaryfrgures disclose that the growth inradio households, coupled with re­newed national audience interest,has resulted in a total-home-hoursfigure for 1963-64 almost exactlyequal to this dimension of radiousage in 1948. The network's re­search estimates that there were1,320,000,000 home hours of radiouse per week in January, 1948. Inthe winter of 1963-64, there werean estimated 1,299,000,000 home­hours of rad.o use per week, or 98percent of the earlier, pre-televisionfigure (see chart on page 46).

In this connection, the radio in­dustry's general health has beenreflected all along in the growth ofradio homes and the increasing num­ber of radio sets being purchased bythe listening public. Radio homeshave increased by 40 percent since1948, going from 37,623,000 to52,500,000 in 1964. The nationalset count has almost tripled duringthe past 16 years. Jn January, 1964,the U.S. set count exceeded thetotal U.S. population by 24,000,-000. There were 190,809,000 peo­ple in the United States and 214,-353,000 radio sets. Moreover, radioset ownership in recent years hasbeen growing faster than the popu­lation-by an eight to one ratio.The nation's population increasedby8.4 million in the three-year period,1961-63. Jn the same period, radioset sales totaled an estimated 70.8million (see charts on page 44).

In January, 1948, average radiolistening was reported at slightlyover 35 hours per home during atypical week. (lt should be notedthat NRI studies in 1948 measuredin-home, plug-in set listening only.)

Four years later, by April, 1952,national weekly radio listening haddeclined to 26 hours a week. Atthat time, only 12 percent of thetotal listening occurred on automo­bile and portable radio sets.

By July, 1956, national radiousage had dropped to 17 hours, 18minutes weekly. But the decline

37,623,000

42,8Q_O,OOO1952

1956

1964

47,000,000

Source: U.S. Radio Homes, A. C. Nielsen Co., estimates as of January 1 of each year,

Total U.S. Radio Receivers1948 76,991,000

1952 105,300,000

1956

1964 214,353,000

Source: U.S. Radio Receivers, Radio Advertising Bureau estimates as of Jan. 1 each year (sets in homes, autos, public places).

October 26, 1964 45

"bottomed out," and by the winterof 1962-63, listening had returnedto over 20 hours a week.

Then came this past winter, whenaverage listening per radio homeclimbed to almost 25 hours perweek . . . within an hour of thespring, 1952, level. Perhaps signifi­cant is the fact that the sharpestrise in radio listening has occurredmost recently: winter 1963-64 wasup 22.6 percent over the comparable1962-63 period. (Sec chart below.)

TOTAL U.S. HOME HOURSOF RADIO USAGE

PER AVERAGEWEEK (MILLIONS)

January 1948 1,319.8

April 1952 1,160.6

July 1956 812.9

January 1964 1,299.4

Note: January 1948 data based on

plug-in radio set usage only

Source: Nielsen Radio Index, based onaverage hours usage per weekper radio home applied tototal U.S. radio homes count.

AVERAGE HOURS OF RADIO SET USAGE PER HOME PER WEEK(Seven Days, 6:00 a.m. · 12:00 Mid.)

PLUG-IN AUTO BATTERY-PORTABLE

Historically it appears that net­work-affiliated radio stations at­tractedsubstantiallymore than theirproportionate share of audience.Back in 1949, when lessthan two­thirds of U.S. AM stations werenetwork affiliated, thesestationsat­tracted better than three-quartersofthe audience. Sixteen years later,although the number of networkaffiliates has increased somewhat,there has been a much greater in­creasein the number of unaffiliated

stations.Yct the most recent (Janu­ary-April, 1964) Nielsen reportsshowthat network-affiliated stationsarc still attracting a disproportion­ately high audienceshare.The net­work affiliates, comprisinglessthanone third of all U.S. AM stations,neverthelessattract almost one halfof the audience.

Also examinedwas the relation­ship between number of networkaffiliates. As of Jan. 1, 1964, thefour networks had the following

,...\¡

ll

TOTAL

January 1948 35:05 Not Measured(100%)

April 1952 22:52 1:48 1:20*(88%) (7%) (5%)

July 1956 12:25 3:54 0.59*(72%) (22%) (6%)

Dec-Jan 1962-63 10:17 3:31 6:23(51%) (17%) (32%)

Dec-Jan 1963-64 10:46 4:25 9:34(43%) (18%) (39%)

* includes listening in public places.

Source: Nielsen Radio Index. 1952 & 1956 - "Special Report on Radio Today," A. C.Nielsen Co., 1963 (1952 - Plug-In, NRI, April, 1952; Auto & Portable data fromspecial personal interview survey. 1956 · Plug-In, NRI, July, 1956; Auto, NRI,July, 1956; Portable, special diary survey); 1948, 1962-63 and 1963-64 based onNielsen Radio Index data for the stated report periods.

35:05(100%)

26:00(100%)

17:18(100%)

20:11(100%)

24:45(100%)

• . . and CBS rode the crest

CBS Radio's analytical look at"the largest single accumulationof information about national ra­dio audiencesbeforeandafter tel­evisionbecamea major medium"also, of course, had its non-al­truistic side.Whetherthe industrypicture was a by-product of theCBS research into its own his­tory, or vice-versa,the Hayes-lednetwork must expresssome gleeover the statisticsit uncoveredonits own ranking andperformance.

CBS Radio president ArthurHull Hayes says,"We are grati­fied by the evidence of radio'snewwaveof growth following theimpact of television, and by theconsistency of 1ea d e r s h i pachievedby CBS Radio Networkstationsover the 16-yearperiod."

\Vhat Hayes reports finding inthe network data going back to

1949 (the earliestyearwhenNiel­sen estimateswere based on anationwide sample) is: stationsaffiliated with the CBS RadioNetwork consistently attractedthe greatestshareof the four-net­work audience. A comparisonwas made of the same four­month period (January throughApril) for 16 years, 1949through 1964. In all but two ofthose years, CBS Radio stationswere in first place.

Examining the audiencesharedby the networks only (excludinglistening to unaffiliated stationsand treating the four-networklistening as 100 percent), Mr.Hayes reports that from 1949through 1964, stations affiliatedwith CBS led in share of audi­encefor 14 out of the 16 years.

In the following table, the re-

spective percentagesof stationsandshareof audiencefor the fournetworks (NRI, January-April1964; in-home,plug-in setsonly)as found in the CBS analysisofthe figures>areshown:

Percentage of Share ofNetwork Net-Station

Network Stations Audience-·--- -

NBC Radio 15.4% 27.1%CBS Radio 18.1 31.9ABC Radio 27.9 23.1MBS Radio 38.6 17.9

100.0 100.0

Obviously, in light of what theover-all analysis of the 16-yearperiodof radio'shistory showsforthe industry as a whole, the CBSradio chieftain must alsofeel thatall "augurs well" for his ownteam, too. +

111

SPONSOR46

number of U.S. affiliates: NBCRadio Network, 193; CBS RadioNetwork, 227; ABC Radio Net­work, 350; and Mutual Radio Net­work, 484. Total network affiliatedstations: 1254 out of 3937. (Itshould be remembered that somestations have dual affiliations.)

In summing up the findings, CBSRadio President Arthur Hull Hayesfound solid ground for optimismabout radio's future.

"This sixteen-year period," he

said, "divides up into two periods.From 1948 to 1956, radio was de­clining in popularity. And from '56to the present, radio popularity hasbeen on a steady upswing. We mustattribute a substantial part of thisdramatic comeback, of course, tothe huge popularity of transistor sets.But I believe that the critical factorhas been radio's ability to adjustits programing philosophy to theadvent of television, and to seekout new ways of serving the public.

All the transistor sets in the worldwould not have helped, could nothave caused a listening figure likethe present one of over three hoursper home per day, unless peoplewanted what we have offered.

"Finally," he-concluded, "'a wordabout trends. The bulk of radio'spost-television growth has takenplace in the sixties, and has accel­erated in pace in the most recentyears. This, in our opinion, augursvery well indeed for the future." •

Radio as the constant companion of the listener is everywhere; kitchen, bedroom, car or corridor and street - for the housewife, child, family andstudent. It's a kind of plck-e-eard-any-card situation - just name any person or place, and he or it is within reach of radio and its message.

·- t "'! _,lJllL::¡

October 26, 1964 47

JOHN CONDON

598 Lf 1958

The city is, indeed, important tothis company which specializesintravel-relatedproducts and services.For one thing, Los Angeles is thewesternterminus of the great trans­continental "Travel Triangle" and,as such, is the hub of enormoustransportation activity.

"We feel there's a great deal ofuntapped business there," O'Brienexplains. "It's the market with thegreatest potential - and in themostconcentratedarea."

Its name notwithstanding, theCity of the Angels has anothercur­rent importance: It's the arena ofsome pretty devilish credit-cardcompetition just now. CarteBlanche, the Hilton Corp.'s creditcard, generally ranked third in thefield, was started in California andnaturally still enjoys great strengthand prestige there. And Diner'sClub, which vies with the Ameri­can Expresscard for first placena­tionally, traditionally concentrating 1

its sellingefforts on both coasts,eastand west, thus realizesa good briskbusinessin Los Angeles.

"On a nation-wide basis,"O'Brien says, "We're a bit aheadof the Diner's Club, both in num­bers and in charge-volume." Headmits, however, that in Los An-

.• ••I

Tv credits tor AmExCo's• This isn't a successstory - yet.

Meanwhile, it does tell why animportant advertiser who's hadlong, valuable successwith othermedia is now undertaking its firsttv campaign - and that on onestation only.

The sponsor: American Express.The station: KNXT Los Angeles.And in marketing terms, the

combination adds up to good salessense.

American Express Co. (Am­ExCo) had beenusing a media mix

of direct mail, magazinesand most­ly radio ("good-music" program­ing in 25 markets, including LosAngeles) to promote its Credit CardDivision. Looking for an additionalmedium, their interestwas automat­ically drawn to those offered byLos Angeles - and for severalvery goodreasons:

"We're constantly growing," saysKenneth O'Brien, advertising man­ger of the division, "and Los An­geles is one of the most importantmarkets we have."

KNXT director Brad Aaronson discusses the angle of an American Express commercial shotwith producer Bert Leonard, copywriter Roy McKechnie, of Ogilvy, Benson & Mather.

SPONSOR

As part of its advertising 'case history'

in the making, travel company gives

'whys' behind its first tv campaign1 I credit cards

geles "we're probably a little bitbehind, but we're growing."

The company's use of advertis­ing is helping turn the trick.

One problem in selecting mediawas finding the right vehicle forte1ling the AmExCo credit cardstory. The company felt it had toomuch to say to limit itself to theshort emphatic statements thatprove most effective on billboards,for example.

"What we offer," the friendly andarticulate advertising manager con­tinues, "is a service. There's no tan­gible product - apart from thecelluloid card, itself - and so weneed to be able to tell our wholestory."

It's a commercial story wellworth telling. "First," Ad ManagerO'Brien says, "we wanted to featurethe usage you can get from ourcredit cards in the California area."This suggested 60-second tv dem­onstrations of credit services in res­taurants, hotels, shops. (Note, in ac­tual fact, l 5 commercials werescheduled to be made by KNXT,three for rotation on a daily I l p.m.news report and three each for fourspecial half-hour shows.)

"Second," the client executivecontinues, "we've just made a great

October 26, 1964

breakthrough in airlines service andthere's another whole story in that."The company's "Sign-and-Fly" planoffers extended payments of three,six or nine months to air travelers.American Express has just contract­ed for such credit service withAmerican, Pan Am and Easternairlines, has also signed with Deltaand Braniff and, earlier, with Con­tinental and Western. Key to theplan is that the traveler has nocredit forms to fill out, in keepingwith the well-known American Ex­press motto, "Unquestioned Cred­it."

"And," O'Brien adds, "it incor­porates the lowest interest ratesever offered in the travel market."

Since the "Sign-and-Fly" planis being sold to vacationers as wellas business travelers, tv againseemed a good medium for zero­ing in on the dual-target.

Thus, the tv audience and itsdemographic composition becameanother critical factor in the LosAngeles buy. The sponsor feels itsreal business potential lies amongyouthful executives who earn $9000a year or more, who are usually col­lege alumni and young-marriedswith growing children, home-own­ers who're likely to travel, etc. -

the typical but elusive Mr. Up-and­Coming.

Since Los Angeles is the secondlargest U.S. market, very likely thefastest-growing one and a strongcorporative magnet for young, newbusinesses, O'Brien's earlier wordsecho with meaning: "It's the mar­ket with our greatest potential -and in the most concentrated area."

Important to note, however, isanother fact: The Credit Card Di­vision is a newcomer to television.As O'Brien explains, the TravelersChecks Division had bought somespot a few years ago, and the over­all corporation had been in on one­shot coverage of the Master's GolfTourney (in which credit cardswere mentioned). "But," he clari­fies, "this is our first tv campaign."

Invited by AmExCo's agency,Ogilvy, Benson & Mather, to stateits case for an L.A. buy, CBS Tele­vision Stations mustered Ray Bein­dorf, KNXT general sales manager,on the West Coast and Bob Cole,national sales account executive, onthe East. Their job, of course, wasto establish the importance of tv inLos Angeles in general and. specifi­cally, of the CBS-owned KNXT.

Their presentation, keyed toAmerican Express needs for a mass

A9

medium with a selective audience,combed subjects like these:

( 1) Why the most effective me­dium for reach in Los Angeles istelevision.

( 2) A station-by-station cover­age study of Los Angeles tv.

(3) The "three-market" aspect ofreaching Santa Barbara, San Bernar­dino-Riverside, as well as Los An­geles.

(4) Los Angeles' 12 AM, 17 FMradio stations.

(5) Metropolitan newspapers vs.the many suburban dailies andhow they tend to disperse readerimprcssions.

(6) A quintile study of marketpenetration - i.e., how best toreach the better-educated, higher­income audience.

(7) An audience study showinghow a station, like a newspaper,has a specific image.

(8) KNXT public affairs pro­grammg.

(9) KNXT special events pro­grammg.

(1 O) Video tapes of specific tvprograms.

What the presentation tried todo, in brief, was shoot down opposi­tion, then establish KNXT claimsto precedence. Since AmExCohas had extensive newspaper ex­posure and since its agency speci­fically requested "coverage facts"about Los Angeles newspapers, thatprint medium was, of course, a ma­jor target. In opposition, KNXT'sproposal was a prestige packagebased on public affairs programing.

Says Beindorf, as the station'sgeneral sales manager, "We cameup with a package that was de­signed to fill a special need for aspecial kind of advertiser. And weproposed delivery of a specializedkind of audience. Fewer but moreappropriate people could be reachedon the news-oriented package weoffered."

"'The purpose of the package istwo-fold," Bob Cole, account execu­tive, national sales, CBS TelevisionStations Div., said at the time of the

Since target audience, essentially the man in the gray flannel suit, may spend on1y limitedtime with tv, package includes four specials like this variety show featuring good talent.

Director Aaronson works out restaurant credit demonstration with "waiter." Watching(from left) are Bob Cole, CBS account executive, Ray Beindorf and John Condon of KNXT.

so

sale: "First, as an aid to greateracceptance by commercial estab­lishments of the card" and, second,to increase the number of AmEx­Co card-users.

The client's advertising man­ager affirms his statement thatthe primary goal is to increase cardsales, then to increase card usage.

The client, through its agency,gave the go-ahead and signed forsix months (26 weeks) startingJune 15. The prestige package in­cludes a nightly 11 p.m. news pro­gram with locally produced com­mercials delivered by KNXT'sJohn Condon as AmExCo's spokes­man. Plans called for utilizing the 1

same musical logo that has beenadding impact to AmExCo's radiocommercials in 25 markets.

In addition, the package includesfour half-hour "specials," also pro­duced by KNXT. Two have al­ready been given, another is sched­uled for November and one for De­cember - a profile of either GeorgeMurphy or Pierre Salinger, which­ever wins the hotly disputed Cali­fornia senatorial race.

This is a good example of thespecial interest kind of programthat is designed to attract the tv at­tention of the potential AmExCocredit-card user - i.e., the youngexecutive on his way up who mayspend as little as one hour a weekwatching tv. Subject matter of theother three specials: a musical sa­lute to composer Rudolph Friml,and two variety shows with new mu­sical talent from the West Coast.

Cautious about citing the exactcost of the prestige package (whichis likely in the $60,000- 70,000 cate­gory), ad manager O'Brien will sayonly that both radio and tv expen­ditures for the Credit Card Div. to­tal "several hundred thousand dol­lars a year - mostly for radio."

With correct reserve, he says it'sstill too early to evaluate the suc­cess of his division's first ventureinto television. From the responsesof member establishments, however,"we know it's being well received."

Even if the formal summing upwon't occur until the 26-week standhas been completed in January,O'Brien adds a further clue to the 1

probable outcome by noting thatso far "television has worked out I

beautifully" and that "we're veryhappy with our card sales outthere." +

SPONSOR

•!

THE CHANGING SCENE

Tv Widens Base for Consumer Finance

I,..,

Tvls's third major speaking en­gagement this month on the tele-

I vision activity of the nation's finan­cial fraternity was fulfilled by Nor­man E. Cash, TvB president in anaddress before the annual conven­tion of the National Consumer Fin­anceAssn. at the Fontainbleu Hotelin Miami Beach.

Cash said that consumer financecompanies and the airlines industryhave a similar problem: both mustbroaden their customer base. Hesaid "airlines found that most oftheir travelers were upper incomebusinessmen, and they realize thatthey must reach and sell more mid­dle income families on the valuesof air travel. They are doing thisnow by stepping up their televisionadvertising. The problem for con­sumer finance companies," he said,"is that they get the majority of their

1

(.

customers from lower incomegroups, and they, too, must broadentheir customer base by appealing tothe same middle income families."

Tv 'Whimsies' ProducedBy Philip Morris Inc.

The only humorous tv commer­cials in the tobacco industry current­ly are being shown by Philip MorrisInc.

A seriesof four films which PhilipMorris calls "whimsies," are beingused to promote Philip Morris Mul­tifilter cigarettes on the CBS-TVnetwork.

Two of the films were producedby Audio Productions and two weremade by Wylde Studios. Leo Bur­nett Co., advertising agency forPhilip Morris Multifilter, createdthe series.

11111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111

TWO-SCREEN, COLOR PRESENTATION

Some 200 clients and agency people saw a new, stereo-sound, two-screen, color presentationby WBBM Chicago, introduced recently during five-day screenings in New York and also sched­uled for Philadelphia, Detroit, Los Angeles, San Francisco, Minneapolis and, of course, Chicago.Shown at the New York debut are (from I): Hal Fredericks, WBBM national sales manager; JackBivans, sa'les manager; Maurie Webster, vice president-general manager, CBS radio spot sales;Frank Marshall, associate media supervisor at William Esty and George Kluhsmeier, mediasupervisor of the same agency.

111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111

¡;..

Iit

)ié· October 26, 1964

1111 ,111111:11111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111

TV CAMPAIGN SLATED

This scene from a television commercial pro·duced for American Character, Inc., New Yorktoy and doll manufacturer, by Helitzer, Waringduced for American Chaarcter, Inc., New York,shows a young model playing in-the-reundwith a new Tressy accessory, a beauty salonwhich is assembled by the youngster. Itincludes such features as hair dryers forTressy, the on'ly doll in the world with hairthat "grows," manicure tables and washingsinks.

1111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111n

Humble Oil's Tiger ToEnter Election Campaign

Humble Oil & Refining Co.'stiger has left his tank to enter thisyear's presidential campaign.

The friendly beast, hero of Hum­ble's current "Put a Tiger in YourTank" advertising campaign, ap­pears as the principal figure in aseries of public affairs posters foruse on employee bulletin boards incompany offices throughout thecountry.

Humble's campaign tiger ex­presses no political preference. Hemerely urges company employees toexercise their political rights.

Williams Named WABCRadio Sales Manager

Walter A. Schwartz, vice presi­dent and general manager of WABCRadio, has announced the appoint­ment of George H. Williams to theposition of WABC general salesmanager.

Williams comes to WABC fromKDKA Pittsburgh where he hasbeen sales manager.

Merchandising DirectorAnnounces Resignation

Elliott Goldwag, director of mer­chandising and new product devel­opment of Helene Curtis Industries,has announced his resignation forpersonal reasons.

51

THE CHANGING SCENE

Film Production CompanyEstablishes New Offices

Formation of Channel Film Pro­duction, Inc.. has been announcedby Henry G. Plitt, president of thenew production organization. Plittalso heads ABC Films, Inc., part­ners in the new venture with HalSeeger,head of Hal Seeger Produc­tions of New York.

Channel Film is located at 48West 48th St., New York and offersa full range of creative and produc­tion facilities. Officers of the newcompany are Plitt, president; HaroldJ. Klein and Raymond C. Fox asvice-presidents; Beverly Seeger,sec­retary and Hal Seeger, treasurer.Both Klein and Fox are vice-presi­dents of ABC Films, which is head­quartered at 1501 Broadway.

Sara Lee DistributesNew Product Line

The kitchens of Sara Lee an­nounces the national distribution ofa completely new line of products:all butter dinner rolls, fully bakedand frozen fresh from the oven.

Five varieties of rolls are offered,

=

==

=

combining favorites of Europe andAmerica.

Advertising support for the rollintroduction will begin Nov. 16.Sara Lec plans to concentrate on na­tional television, women's maga­zines and local newspaper and radioadvertising.

Network evening shows on tele­vision include: The Man from U. N.C. L. E., Wednesday Night at theMovies, The Virginian, Jack Paar,Andy Williams, and That Was TheWeek That Was. The daytime net­work television shows include: Fa­ther Knows Best, Tennessee ErnieFord, Trail Master, Queen for aDay, General Hospital and others.

Holiday Ad ProgramSet By Shaeffer Pen

The \V. A. Sheaffer Pen Co. ofFort Madison, Ia. launches its mostcomprehensive fall and holiday sea­son advertising program.

From now through mid-Decem­ber, full-page insertions will appearon an average of two a week inseven leading national magazines.The print campaign will be aug­mented in December by a three­week spot television schedule in 38major markets.

The spot tv campaign will con­centrate on Sheaffer's popular price

=

=

..U11, dllllllllllliili

WCCO Radio general manager Larry Haeg blows out the candle on the birthdaycake at the Ad Club-Rotary luncheon on the station's 40:h anniversary. Lookºng onare, left, Ad Club president Tom Kilbride, who is executive vice president of KnoxReeves, Inc., and James Seward, executive vice president of the CBS Radio Network.

=.'1lllllllUWlllllllllUIUlllWllllllllllllUUlllllllllllUIUUllllllllUlllWlllllllllllllllllllllllllllUllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll1.lllllllllll11llllllllillllllllll1 ,,.,,¡¡,¡ ,,

52

111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111

SCOOTER COMEBACK

The scene above is from the filming of newBurry Biscuit "Scooter Pie" commercial setfor high-frequency spot airing over Easternchannels during September, later on theWest Coast'. Film was originated by Burry'sadvertising agency, Weightman, Inc., ofPhiladelphia and produced under the diree- 1tion of Harold Lipman, Audio Productions,Inc., New York.

1111111111111111111111.:i.11111111111111111111111111111111111111111111111111111111111111 111111 ,,, 1111111111.

wntmg instruments. This merchan­dise will also be featured in pre­holiday advertising in selectedyouthpublications.

Gardner Advertising is the penfirm's agency.

Station SalesRadio station KGBC Galveston,

Texas has been sold by the Galves­ton Broadcasting Co. The buyersare Harbor Broadcasting Co. whoseofficers are: E. B. Taylor, president;Senator A. R. Schwartz, vice-presi­dent; Edward J. Walsh, Jr., secre­tary and Pete S. Miller, treasurer.The sale was transacted by Hamil­ton-Landis & Associates, Inc., na­tionwide media brokers.

KBUZ Phoenix, Arizona is nowowned by Retherford BroadcastingCo. The station is now wholly Phoe­nix owned and operated and willcontinue with the same fine musicformat.

KGEE Bakersfield, Calif. haspurchased KQXR. the first FM sta­tion in Bakersfield. The call lettersare now KGEE-FM.

Radio station KDON Salinas­Monterey, Calif. has sold to Shel­don Sackett who presently ownsstation KOOS Coos Bay, Ore. andthe Coos Bay World newspaper.

SPONSOR

More Syndication Sales1C~ I Wolper Television Sales, Inc. has

added six more stations to its saleslist for A Thousand Days,-a Trib­ute to John F. Kennedy. New sta­tion purchasers are WNEW-TVNew York City, KTTV Los Angel-

t) es; WTTG Washington, D.C.t WHDH-TV Atlanta, Ga. and• KSHO-TV Las Vegas, Nev.

I Portugal has become the 28thcountry outside the United Statesto purchase broadcasts from theCBS Reports series. RadiotelevisaoPortuguesa, Lisbon, ordered fiveprograms from the award-winning\ I documentary series: Beyond the

¡ Wall, Showdown in the Congo,Sabotage in South Africa and TheHarlem Temper.

o1.1

Sales of Seven Art's Films ofi11. the 50's and other products contin-b~ r ued at a strong salespace during the1;,. past week. Volume 9 (215 Univer-1¡ j sal post-'50 features) was sold toi& I three more stations, WSAU-TVuttv Wausau, Wis. acquired volumes 4,

5, 7, 8 and 9. WOW-TV Omaha,Neb. signed for volumes 7, 8 and9. Sales were also reported for

·h volumes 2, 7, special features, AChristmas Carol, Boston Symphonyand En France.

Pro Football Special, UnitedArtists Television's new first-runtelevision series starring Allie Sher­man, head coach of the New YorkGiants, and the popular tv person­ality, Bill Cullen as host, plus apanel of National Football Leaguegreats, first announced for syndica­tion this past summer, has compiled

I sales in 50 markets with its initialSeptemberreleasedate, reports UA­TV's M. J. (Bud) Rifkin, executivevice president, sales.

Robert Lapthornc, managing di­rector of Fremantle International(Australia) Pty, Ltd. has sold sixseries to the New Zealand Broad­casting Service. The series, totalling353 episodes are Big Moment InI Sport, This Funny World, TrainingYou to Trai11 Your Dog, S111allFilms, Let's Sing Out and Stampswith a Story. In addition, the NZBShas purchased the Davis CupMatches, World Series of Golf andSouthern 500 - 1962 & 1963.

NBC Films reports record salesfor 1964 with over 11,000 hoursalready sold. Salesin the third quar­ter alone exceeded3,500 hours, and

Iinclude the sale of 18 programs to64 stations.

October 26, 1964

Four Star distribution continuedits record breaking salespace for theyear by reporting a total of 34 salesduring the normally slow month ofSeptember. The September salesincluded 19 in off-network shows,nine sales of the Spectacular Show­case feature film package and sixsales of the firm's two documentaryshows.

With eleven licensing agreementssigned within the past three weeks,saleshave continued at a rapid pacefor Screen Gem's Decision: TheConflicts of Harry S. Truman. Thisbrings the total number of markets

which have purchased the series to51.

Sales continue at a record break­ing pace for Woroner Productionsof Miami Florida. Sixteen stationshave purchased The First Christ­mas and two, July 4, 1776.

Stanley Dudclson, American In­ternational Television's vice presi­dent in charge of distribution, an­nounced that since the company'sformation, five months ago, 80 fea­tures, comprising three differentpackages, epiColor '64, Amazing'65 and epiColor '65 have been soldto over 70 markets nationwide.

Here• d-sell·· S th · foOlt)g b e large economy-size díí19

wy · rouílOreg in Portland and 34 sur íhe

an a tieS·lto1 ~ nd Washington coun

6rTl¡llioíl

ªrifa '"l°V market spends $62 single·ªde 'th astar Very Year-all yours wi r (or'ªn b selle

beari Uy! If you're a salt· I) sellt> sar rn ereª '01~ ""° acaroni or soup or e esta·t. Ith o . f/uenc'ªri"' ne of the nation's in 11oíl·.,._., d ore"1

''ºIN -TV in Portian '

1-i ~E.p y f3Y rJC·l\~~I"• ~ESENTED NATIONALLoNS· I

·~~lo RSN, RIGHTER & PA

53

THE CHANGING SCENE

And Now A WordFrom Our Sponsor

When a sponsor waxes poeticabout one of his properties, itwould appear to be akin to man­bites-dogin the broadcastbusiness.Lawrence Welk received just anon-air tribute from his sponsor,theJ. B. Williams Company, Ine., onthe 10th anniversary of his ABC­TV show.

The tribute took the form of ascroll signedby Matthew B. Rosen­hous, president of the company,and other top executives. It wasread on the show by Aladdin, aWelk regular. The messageread:

"To LawrenceWelk on his tenthanniversary on television:Suddenly the air was filled withmusic touched with the joy ofliving - ringing with the soundof happiness - Bubbling withthe joy of givingGladnessto all who listened,And heard, and smiledAnd found new pleasure in thesound-

And in the grace of a man'sgentleSmiling face.Champagnemusic to dance anddream,Brought to so many on this magicscreen.When did it start?How long ago?It seemsjust yesterday - butno-Nine yearshave passed,and thatis whyWe celebrate that day gone by.In joy and friendship deeply felt,We toast our music maker -Lawrence Welk."

Muhlheim Brewing Co.Launches Fall Campaign

Muhleim Brewing Co., Reading,Pa., is launching a fall advertisingand promotion campaignfor Muhl­heim Draft Beer in bottles aimed ateducating beer drinkers about newbrewing methods.

A seriesof 1000-line newspaperadsand 243 one-minuteradio spotsper weekon four stationsare sched­uled in an introductory programthrough the end of the year in thebrewer's home territory of BerksCounty, Pa. Copy attempts to as-

BUYERS GO NIGHT-CLUBBINGAT NOON

Radio station WNEW New York decided that its three-and-a-half-year-old series ofperiodic live/tape "Music Spectaculars" would draw top interest for the stationfrom top timebuyers - if they could see one in action. To sell its image as atop-flight music-and-news station, WNEW elected to stage one of its "Music Spec·taculars" for an invited group of some 75 timebuyers and key broadcast admen atBasin Street East. Star of the show: Connie Francis, MGM Records artist. Picturedare J. Walter Thompson's Ron Grathwohl (I) and Gerry Golden (r), part of the grouphosted by station's John V. B. Sullivan, vice president and general manager.

llllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllillllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll¡¡;

54

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TESTS WIN PLAUDITS

Andrew V. Christian, vice president and direc- 1

tor of Warwick & Legler's radio-televisiondepartment (right), accepts from Norman E.Cash, president, Television Bureau of Adver·tising, an award for "one of the ten world'sbest television broadcast advertisement."The award was made fo the famous Timexwatch "torture tests" featuring strenuousdemonstrations of watch accuracy and dur­ability.

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suage the doubts of beer drinkersthat bottled beer can taste like beerdrawn from a tap.

The research and advertising 1

planswerepreparedfor the brewery 1

by J. M. Korn & Son, Philadelphia,advertising and public relationsagency.

Field CommunicationsPlans UHF-TV Operation

Field CommunicationsCorp. an­nouncedplans to go on the air withan ultra high frequency televisionstation in Chicago with a millionwatts of power in 1965.

This information was revealedbyMarshall Field, president of FieldCommunications Corp., when anapplication for a revision in theconstruction permit for ultra highfrequency television station 32 was 1

filed with the Federal Communica- 1

tions Commission.Five other companies represent­

edin the joint venturefor channel32are: H & E Television Inc., (Harryand Elmer Balaban), I rwill Inc.,Schefco Inc., Willand Corp. andFroelich and Friedland Inc.

Schrafft Corp. MarketsNew Peanut Butter Cup

A new ten cent Goldie PeanutButter Cup is available fr omSehrafft's in an elegantly foil­wrapped twin pack.

The wrapper also details the

SPONSOR

Goldie Rush Sweepstakes in which1001 prizes will be awarded freeeach month for an entire year.

Goldie advertising stressing thenewness of the product, as well asthe Sweepstakes, commences thismonth on NBC Television Network.The filmed commercial which fea­tures a Dixieland jingle will also beused in spot television throughoutNew England, New York, Pennsyl­vania, Maryland and the District ofColumbia.

,Sports Programs, Inc.•Buys Five Auto RacesI Triangle Stations has sold 1965auto racing specials to Sports Pro-1grams,Inc., an ABC subsidiary, for,telecaston the ABC Network seriesWide World of Sports.

Triangle has radio and televisionrights to eight of the world's topracing events, and is currently re­leasing for syndication a series ofcolor film specials on the 1964 run-1ning of these sports classics. Theyinclude Nassau, Sebring, Bridge­.hampton, Darlington, Watkins Glen,Langhorne and Riverside.

j At the same time, Clyde Spitzner,general sales manager for the sta­tion group, has confirmed the pur­chase of eight 1964 auto races byWABC-TV in New York. That con­itract also includes two other Tri­.angle specials, The New Hope Auto¡Show,and Podrecca Piccoli Theatre,1a holiday marionette performance.

II.It:1sr.to¡,

'ftG

1Ilt.

,,

\IC'

)J.

Sponsorship PurchasedIn Network Programs

Purchase of sponsorship by theAndrew Jergens Co. in four prime­

[time NBC-TV programs was an­nounced. The programs are Mr. No­vak, 90 Bristol Court, The JackPaar Program and Saturday Nightat the Movies. The order was placedthrough Cunningham & Walsh Inc.

The Sherwin-Williams Co. haspurchased sponsorship in The JackPaar Program; That Was the WeekThat Was, Saturday Night at theMovies and WednesdayNight at theMovies. The agencyfor the Sherwin­Williams Co. is the Griswold-Eshle­man Co. of Cleveland.

The Citizens for Goldwater-Mil­ler Committee has purchased a totalof 40 participations in Monitor onthe NBC Radio Network. The Citi­zens for Goldwater-Miller Commit-

October 26, 1964

_I

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REGIS PHILBIN TALKS WITH STATION REPS

Regis Philbin (left), star of the new Group W syndication series, "That Regis Philbin Show," talkswith two station representatives following a presentation lunch for time buyers and stationrepresentatives at Basin Street East. At center is Ollie Blackwell, director of audience develop·ment, and right is Dan Katz, assistant director of audience development, both of the Katz Agency.Philbin wil'I begin his nightly 90-min. series Monday, Oct. 26 on 19 stations across the country.

1111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111:1111111111111111111111111111111•':,1, ,••: 1.·1

tee sponsorship was purchased forOct. 10-11, 17-18, 24-25 and Oct.31-Nov. l. The order was placedthrough The Don Kemper Co. Inc.

Public Relations FirmFormed in Chicago

Formation of W/KIE Public Re­lations International was announcedtoday. The new corporation willhave its headquarters office at 520N. Michigan Ave., Chicago, Ill.

Principals of the new public re­lations firm include: John J. Wolf,L. Martin Krautter, Alvin Eicoff,James J. McGinn and Dorothy Mc­Guinn.

Rep Appointments

Mid-West Time Sales appointedregional sales representative forKBON Omaha, Neb.

Good Music Broadcasters, Inc.appointed national representativefor WBBW-FM Youngstown, Ohio.

Blair Radio and Blair Televisionnamed exclusive national sales rep­resentatives for KSD Radio andKSD-TV, the Pulitzer PublishingCo. stations in St. Louis, Mo.

Metro Radio Sales will representWWTC, formerly WTCN Minneap­olis-St. Paul ... Herbert E. Gro­skin & Co. appointed New Yorkrepresentatives of KRFM Phoenix,Ariz .... Robert E. Eastman & Co.,Inc. appointed national representa­tive for WTMA Charleston, S.C.

Paul H. Raymer Co. appointednational sales representative forKLTV San Jose, Calif., WBIE At­lanta, Ga. and WWGM Nashville,Tenn ... Gill-Perna, Inc. appointednational representatives for WACFSpringfield-Ohicopee, Mass. andWAFS Amsterdam, N.Y.

Vic Piano Associates, Inc. ap­pointed national representative forWQIK Jacksonville, Fla .. the NewEngland Sports Network, MeridianMedia, Inc., WBIC Bayshore, L.I.and Empire Tv Sports Network.

The Katz Agency, Inc. appointednational advertising representativefor WMEX Boston, Mass.

Venard, Torbet & McConnell,Inc. named representative forKGBS, the Storer station in LosAngeles. Calif.

Robert E. Eastman & Co. ap­pointed national representative forKBTR Denver, Colo.

55

THE CHANGING SCENE

Aunt Jane's Renews'Arthur Godfrey Time'

Aunt Jane's Foods, Inc., Dear­born. Mich., a division of the BordenCo., has renewed advertisements ofits pickles on A rtltur Godfrey Timeon the CBS Radio network for 26weeks beginning Oct. 6.

The company has been a strongregional advertiser for many years.Network radio became a major fac­tor in a stepped-up national adver­tising program Jan. 7, 1964, whenAunt Janc's began its participationin the Godfrey show.

The agency for Aunt Jane's Foodsis Zimmer, Keller & Calvert, Inc.,Detroit.

Harshe-Rotman & DruckAcquires Barnet and Reef

The national public relations firmof Harshe-Rotman & Druck, Inc.has announced the acquisition ofBarnet and Reef Associates, Inc.,world-wide marketing and publicrelations organization.

Sylvan M. Barnet Jr., presidentand Arthur Reef, executive vice

president, will become senior exe­cutives of Harshc-Rotrnan & Druck,directing its newly established Bar­net and Reef International Div.

With the acquisition of Barnetand Reef, Harshc-Rotman & Druckincludes the capabilities of 300people in 39 affiliated firms in asmany foreign countries through PRInternational, a network representedby Barnet and Reef in the UnitedStates.

Bankers Life Renews'Paul Harvey News'

Bankers Life and Casualty Co.has renewed its sponsorship of ABCRadio's Paul Harvey News programfor the 11th consecutive year.

Bankers, represented by MarshallJohn & Associates, is fully sponsor­ing Paul Harvey's Monday-Wednes­day-Friday 8:55 a.m. (EDT) news­casts as well as participations in hisMonday through Saturday noon 15-minute commentary.

View-Master BooksTelevision Campaign

Sawyer's, Ine., Portland, Ore.,manufacturer of View-Master stereopicture products, has embarked on a14-week television campaign, using

Cherry Kijafa, the impor ted Danish cherry wine, has had such success with itstelevision advertising that it is now expanding its schedule with up to 26 spots perweek in New York, Chicago, Los Angeles, Boston and Philadelphia. The newschedule, which began Oct. 19, beams the Cherry Kijafa message to over l Omillion homes. The rv program was launched by a new 60-seco"d spot withversatile actor Ken Harvey playing three of the five roles, including that of anaging grandmother.

'1'111111111111111111111111111111111111111111111111111111111111111111~, 11111111111111111111111111111111111.lllllllllllllllllllllllllllllllli' "I'" 1111111111 llllllllJllllllllllllllllllllllllllllllllllllllllllllllll. Ill'

56

all three major networks, plus full­page and half-page four-color adsin nationally circulated consumermagazines.

Seventeen network programs areslated to carry View-Master spots,including Mayor of the Town, Hec­tor Heathcote, Ruff 'n Ready, Fury,Dennis the Menace and CaptainKangaroo. Spots on the latter show 1

will be live, narrated by the popularMr. Grcenjeans.

Other programs carrying spotsarc Discovery, Alvin, Jetsons,I Love 1

Lucy, Andy Griffith, Real McCoys, 1

Morning News, Trailmaster, Lassie,World War I and Rawhide.

The campaign was created and 1

coordinated by Sawyer's Portlandadvertising agency, Cole & Weber,Inc.

Chrysler Corp. SponsorsNCAA Football Telecasts

The Chrysler Corp. is sponsor- ·ing on NBC-TV the broadcast of aweekly NCCA (National CollegiateAthletic Assn.) football game be­tween top college teams in the ,country. In addition, Chrysler is alsosponsoring regional clashes betweenother NCAA elevens.

In order to make information onthese games easily available tosports fans, Chrysler Corp. has com- 'piled a Football Almanac that maybe picked up at Chrysler-Plymouthand Dodge dealers. It contains the ;line-ups with identifying numbers .and vital playing data concerningeach NCAA participating team.

Miller Brewing PromotionCaptures Festive Spirit

A sparkling new promotion de­signed to capture the festive spiritof the holiday season has been1

launched by the Miller Brewing Co.Sixty-second Miller High Life

commercials will be seen on ABC­TV's Jimmy Dean Show, 12O'Clock High and the Bob YoungNews program. Color spots will beplaced on NBC-TV's Andy Wil­limns/ Johnathan Winters Specialsand also Wednesday Night at theMovies. The network radio effortconsists of sixty-second commer­cials on NBC's Monitor, sponsor­ship of several Mutual newscastsand participation in ABC's AlexDreier News program.

SPONSOR

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WPTR SPONSORSNFL

~· ..~¡ t:f7· -,~;.;;~.·...~.. . . . . \. ...._.__~-~*-i' . ' .

,.;;',f'.. .""" .,.•1 ...~«••. ""

.,,,.•....~.)-- ·~J. 1>erryS. Samuels, vice president and generalIf nanager of WPTR Radio Albany/Schenectady/

froy, New York, has signed a contract to co·L ~ponsor the National Fooball League telecasts

>n WTEN-TV. This marks the first time that3 Capital district non·'.elevision affiliated radio1;tation has purchased television time. WPTR

Ji Nill be co-sponsoring 15 NFL regular games~·· \nd three pre-season games.

111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111

on Schmidt Brewing Buys:a: lena Horne Special

Independent Television Corp. hasadeits first sale on its Lena Horne

ne-hour musical special it has justade available for regional sponsor­

hip.The buyer is C. Schmidt Brewing

~o. through its agency, Ted Bates& Co. for 15 markets: Philadelphia,Baltimore, Washington, D.C., Pitts-urgh, Cleveland, Buffalo, Hartford,

j'\¡ew Haven, Scranton, Lancaster,¿ohnstown, Altoona, Clarksburg,Bangor and Portland, Me.I Specialguest star is James Masonmaking his tv debut as a singer.

1JackParnell's orchestra will providethe musieal background.

Geyer Morey BallardI •Opens New OfficeI Geyer, Morey, Ballard, Inc. plansto open a fully-staffed San Fran­leiscooffice, according to announce­lmenr made by Richard J. Farricker,president.

The New York headquartered ad-1vertisingagency already has officesin Los Angeles and Portland andmajor divisions centered in Chicago,!Dayton, Detroit, Racine and Om-aha.

Among principal accounts to beserviced immediately from the SanFraneisco operation will be Dist­mark, whose Slip-o-way, a non-stickeoating for pots, pans and otherkitchen utensils, has been a recentsalesphenomenon in the Californiaarea. Also to be serviced by the new

October 26, 1964

office is a burgeoning chain of res­taurants, Sharkcy's, Inc.

Another major account to be ser­viced completely from San Francis­co will be Hegglade-Margulcas, Inc.,an important produce concern.

Betty Crocker AddsNew Dessert Mix

Betty Cracker's newest additionto the dessert mix market is Choco­late Parfait Angel Food and Choco­late Parfait Fluffy Frosting Mix­introduced nationally this month.

Advertising for the two new mixeswill include four-color ads in thelate November issues of "ThisWeek" and "Parade" and in localSunday supplements. Television ad­vertising includes a heavy daytimenetwork schedule on NBC and CBSnews programs. Additional day andnight spot advertising will be run inconcentrated areas.

The advertising agency is Need­ham, Louis & Brorby. The angelfood and frosting mix packagesweredesigned by Lippincott & Margui­lies, Inc.

Crush To IntroduceEuropean Lemon Drink

Crush International, Inc., Evan­ston, 111., will introduce Gini of Eu­rope, an established European bitter­lemon drink, to Amerioan bottlersat the American Bottlers of Car­bonated Beverages (ABCB) Con­vention in Chicago, Nov. 9-12.

Spot television and radio, news­paper and outdoor advertising, pluspoint-of purchase visual selling aidsarc being prepared for the market­by-market consumer introduction.The advertising theme will be "Giniof Europe-The Wild Bitter-LemonDrink with the Dare-Devil Taste."

Redmond& Marcus, Inc.Changes Company Name

Redmond & Marcus, Inc., NewYork advertising agency, has chang­ed the company name to Redmond,Marcus & Shure, Inc.

Don Shure, who joined the agencyas a principal last month, assumesthe title of viee president and as­sociate creative director. He wasformerly vice president and execu­tive art director of McCann-Erick­son Inc.

'

Agency AppointmentsSeeman Brothers, Inc., has con­

solidated its advertising accountswith a new agency, Doherty, Clif­ford, Steers & Shenfield, Inc. Thebillings, estimated at $1 million an­nually, will include all of the brandnames of the company and its sub­sidiaries, Seabrook Farms Co. andFrancis H. Leggett & Co. The com­pany's two previous agencies wereAl Paul Lefton Co., Inc. and KastorHilton Chesley Clifford & Ather­ton.

Weinberg Advertising Co., LosAngeles, named agency for Bene­ficial Standard Life Insurance Co.of Los Angeles ... Bofinger-KaplinAdvertising Inc., Glensidc, Pa., ap­pointed to handle advertising for S.Lundy's Sons, Philadelphia. Theagency has also been named to han­dle advertising for Reading A via­tion Service, Reading, Pa.

Knox Reeves Advertising ap­pointed by International Mineralsand Chemical Corp., Skokie, Ill. asagency for its corporate advertisingprogram.

McCann-Erickson (Canada) Ltd.assigned six products of NabiscoFoods Div. of Nabisco Ltd. ofToronto, Canada, effective Dec. 1.

S. E. Zubrow Co., Philadelphia,Pa. appointed advertising agencyand marketing counsel for Golden­Dipt-Meletio Corp.

Ridgway Advertising Agency.St. Louis, named to handle adver­tising for Keystone Laboratories'Bleach & Glow cream, effectiveJan. I, 1965.

J. Walter Thompson Co. ap­pointed advertising agency for theBurry Biscuit Div. of The QuakerOats Co., Elizabeth, N. J.

Dawson, Turner & Jenkins, Inc.,Portland, Ore. named U. S. adver­tising and publicity agency forGaruda Idonesian Airways.

Gordon & Weiss, Inc. appointedadvertising agency for ElizabethArden Sales Corp. 's "Arden ForMen" preparations.

Ted Barkus Co. of Philadelphiahas been appointed advertisingagency for the Bulova Jewelers ofNew York and Northern New Jer­sey.

Intergard, the international divi­sion of Gardner Advertising Co.,appointed to handle internationaladvertising for Brown-Forman Dis­tillers Corp.'s Old Forester straightKentucky Bourbon.

57

SPONSOR SPOTLIGHT

ADVERTISERS

Edward F. H.ohlin, Francis L.Smawley,Earle C. Albright, Jamesl\lcCowan, John Sopsick,Edwin C.Snyder, Jerome II. Boknevitz andRobert Teesenamed planning man­ager, advertising and merchandisingmanager, national advertising man­ager, regional advertising manager,central area advertising manager,sales promotion manager, easternarea advertising manager and west­ern arca advertising manager, re­spectively, for the Jos. Schlitz Brew­ing Co.

Donald W. Coffman appointedsales representative of Tire YamSales, American Viscose Div., FMCCorp. He will work out of the Ak­ron, Ohio sales office, and will con­centrate on the industrial and me­chanical rubber goods fields underthe direction of Chester R. Dood,assistant manager.

JamesF. Scanlonappointed prod­uct manager of the GlenbrookLaboratories Div., Sterling DrugInc.

J. Robert McMenamin appointeddirector of advertising for UnitedStates Rubber Co.

William Suitt appointed vice pres­ident and assistant to the presidentof the Gumbinner-North Co., Inc.,New York.

Carl L. Bixby, Jr., joined Ray­theon Co. as marketing manager forthe firm's Radarange operation. Hewill be responsible for all facets ofmarketing the company's electronicovens.

Carl Bixby, Jr. William Suitt

58

Paul E. Thomas appointed man­ager of "Teflon" finishes sales inthe company's industrial finishessection of E. I. du Pont de Nemours& Co.

Frank E. Fulton appointed salesmanager for Southern Packing Co.He was formerly with the Crosseand Blackwell Co. and Cantrell andCochrane.

John B. Metzinger, J. A. Carol­la and GeneT. Osbornnamed plantmanager at the Oakland, Calif. bat­tery plant, plant manager at theVincennes, Ind., battery plant andplant manager at the Reading, Pa.,battery plant of The Prcstolite Co.

Dan T. Buist becomes generalmanager of Purex's InternationalGroup effective Dec. 1, 1964.

Robert A. Eisentrout appointeddirector of advertising for the B. F.Goodrich Co., Akron, Ohio.

JamesA. Roberts named super­intendent of the fabricating divisionof the Fibers Technical Dept.,American Viscose Div., FMC Corp.

Gilbert Vilarreal appointed zonemanager in the southwestern divi­sion of Dr. Pepper Co., Dallas,Texas.

John W. Grant promoted to mar­keting manager for the InstitutionalFood Service Div. of General FoodsCorp.

Marvin Joyner and CharlesCon­turba named general manager andsales manager, Chicago office, re­spectively for the Whirlpool Corp.,Benton Harbor, Mich.

l

Charles ConturbaMarvin Joyner

Jack Pentz Eugene Sullivan

Jack B. Pentzand EugeneJ. SuJli.van appointed president of Borden'sMilk & Ice Cream Co. and the Bor­den Chemical Co., respectively.

Al Katz named group vice pres·1

ident in charge of marketing for'Maradel Products, Inc.

John T. Macken appointed man­ager of special products and dealer·training for Zenith Hearing Aid ·Sales Corp.

Walter R. Olmsteadnamed presi­dent of the Borden Foods Co., a di-'vision of the Borden Co.

AGENCIES

Roger A. Bachman joins Daw-'son, Turner & Jenkins AdvertisingPortland, Ore. He will be involved1

in both account service and crea­tive activities.

Sharon Shutty

Richard Gilmartin and WilliamI

E. Hooper joined the staff of the'Washington area office of Palmer,Willson & Worden, Inc. as accountgroup supervisors.

Hans L. (Lefty) Stem appointedmanager of the Seattle office of·Guild Bascom & Bonfigli, Inc., Ad­vertising.

SharonKaye Shutty joined D. P.'Brother & Co., Detroit, Mich. as a'radio and television writer.

Hans Stern

SPONSOR

-~""

I

ii .,'Aartin Rifkin Pau'I Lenett

! Martin C. Rifkin joined Helitzer,\Varing & Wayne, Inc. advertisingagency as vice president in charge)f operations.

I PaulLcnett joined Doherty, Clif­{ord, Steers& Shenfield as account;upervisor.

JamesB. Winston, Jr. promotedo account executive at Needham,~ouis and Brorby, Inc., ChicagovhileJack Harris joined the agencyts copywriter.

I Paul Kirshon named manager ofhe sales promotion department for·he New York office of Ketchum,vlacl.eod & Grove, Inc.

..

.rlME/Buying and Selling

I RichardO'Donnell joins the NewYork office of Blair Television.,

Thomas R. Nunan, Thomas M.~ pomerford and Sam B. Schneider

wpointed vice president, group mar­ceting; vice president tv sales, East­fffi Div. and vice president radioales, Eastern Div. for Broadcast~ommunications Group, Inc.

Leonard Feldman joined Peters,'""riffin, Woodward, Inc.

GrahamSpencerappointed to the~ew Yark radio sales staff of H-R

1tepresentatives, Inc., national spot

1alesorganization.

l ,>ctober 26, 1964¡,o.

Graham Spencer

James Everhart

TV MEDIA

Michael Faherty

JamesW. Everhart, Jr. has beenappointed director of advertisingand promotion for the Corin­thian Station KHOU-TV Houston,Tex.

Michael Faherty joined the salesteam of Robert E. Eastman & Co.,Inc.

GeorgeC. Carpenter, Ill namedsales manager of WHO-TV DesMoines, Ia.

SamuelM. Sharkey,Jr. has beenappointed corporate director ofnews for KIRO-AM-TV in Seattle,Wash.

Michael Lec Lutton appointed tothe promotion department of WJW­TV Cleveland, Ohio.

John J. McCrory joined WPRO­TV Providence, R. I. as generalmanager.

Philip Mayer named director ofprogram services for ABC ownedtelevision stations.

Fran Harris appointed specialfeatures coordinator of the WWJstations, Detroit, Mich.

George M. Cahan appointed di­rector of programs, studio center,Hollywood, for the CBS TelevisionNetwork.

Fran Harris

James Burgess Cy Smith

James II. Burgess appointed tothe post of managing director forKFRE-AM-FM-TV Fresno, Calif.

Cy Smith appointed station man­ager of KTVR now under construc­tion in La Grande, Ore.

Robert L. Greenstein appointednational sales manager at WAll-TVAtlanta, Ga.

Charles Mitts named promotiondirector of KCOP-TV Los Angeles,Calif.

GeneMitchell promoted to direc­tor of sales at WNAC-TV Boston,Mass. He will coordinate nationaland local sales.

William Vito (Bill) Genovanamed assistant radio/televisionpromotion manager of CKL WWindsor, Ont.

Paul Litt appointed televisionsales executive in the Chicago of­fice of RKO general broadcasting­national sales.

\Vally Graham now with ABCPress Information as publicity rep­resentative for The Les CraneShowwhich premieres Nov. 9.

Dominant inWheeling - Steubenville

59

SPONSOR SPOTLIGHT

;'\lichacl G. Sih·er joined CBStelevision network press informa­tion.

Robert l\lcDaniel appointed mer­chandising manager for KTTV LosAngeles, Calif.

Evelyn Humphreys appointed ex­ecutive story editor, CBS TelevisionNetwork program department. NewYork.

Beau Rogers named nationalsales representative for WCAU-TVPhiladelphia, Pa.

Henry Hirsch appointed stationdirector of promotion and publicrelations of \VGR-TV Buffalo,N. Y.

RADIO MEDIA

Ray Van Steen named public af­fairs director for \VLS Chicago, Ill.

Oliver Hayden added to the staffof KFRC San Francisco as accountexecutive.

Chuck Owen promoted to assis­tant manager of KSON San Diego.

Dwight L. Case named vice pres­ident and general manager ofKL YD Bakersfield, Calif.

Willifred A. Schaefer appointedsales promotion manager of WCBSRadio.

William Blood Daniel Burke

William Blood joined ParkBroadcasting, Inc., Ithaca, N. Y.as director of market research.

Daniel B. Burke named generalmanager of WJR-AM-FM Detroit,Mich.

Richard T. Lund appointed localsales manager of WWTC, former­ly WTCN Minneapolis. Robert V.Whitney appointed general man­ager.

Jim Thompson and Dick Garyadded to the sales staff of WPIX­FM New York.

Arthur L. Grunewald has beennamed manager of WSON-AM-FM.He will assume his duties as ofNov. l.

Richard Brader appointed stationmanager of KOOL, effective Oct.19, 1964.

David W. Balnaves appointed tothe sales staff of WWJ Detroit,Mich.

Abe Barron, Robert H. Harterand Robert W. Gifford appointedsales manager, general manager andprogram director of \VHO DesMoines, Ia.

Arnold Schorr elected vice presi­dent of Tracy Broadcasting Co., theparent company of KGFJ Holly­wood, Calif.

113WRCE-TVChattanooga market'swidest coverage

60

Robert Gifford

Bruce Miller has been namedirector of production of WXY~Detroit, Mich.

Richard Harvey appointed assistant station manager of WHKPhiladelphia, Pa.

Dennis Gresham appointed to thsales staff of KGFJ HollywoodCalif.

Gene D'Accardo, Fred Greenand Mike Schwartz appointed station manager, program director amsales manager of KFIV ModesteCalif.

SYNDICATION& SERVICES

IMel Isaacson appointed creativ.

director of Magna Marketing Services, Inc.

George T. Shupert resigned asoOct. 16, 1964 as vice president iicharge of sales for Twentieth Cen'tury-Fox Televison, Inc.

Frank Noettling established FranlNoettling Associates, a managemenconsultant firm in New York.

Verne S. Mattison appointed ,:sales representative for broadcas,and closed circuit tv equipment b~1

the Broadcast and Communication:Products Div. Radio Corp. o:America.

C. A. (Ace) Kellner appointed as·'sistant station sales manager for the,American Research Bureau. ·

Jerry liddiard has resigned a.,Embassy Pictures' West Coast tele,vision salesmanager.

Peter l\l. Affe appointed generamanager of TAC (Television Affili·ates Corp.).

Arnold Schorr Peter Aff•

SPONSOF

COM:M:ERCIAL CRITIQUE

Adgirl caught in commercial grip

By Bea Adams

~Tv creative directorGardner Advertising Agency

• That first day of autumn hascome and gone and something dis­turbing has happened to me. 'Tismy custom to read during most ofthe tv shows and look up when thecommercials come on. But the net­works panted about their premieres-so persistently, I caught myselflwatching programs and, in somecases,missing the commercials.

Though not an official program!critic, I venture a few comments.Mildly amused by Crosby show,1didn't stay with it, missed commer­cials. Got worked into a frenzywatching The Man from U.N.C.L­E.; impossible to leave during com­merclals because they maintainedthe same high pitch. In excitementand sheer drama, the Chevrolet

1commercials matched the tense'mood of the show. Quite a feat.

First commercial, delivered in-isively and urgently, used such ad­

jectives as "spectacular" and"spicy," such promises as "moreinternational flair than anythingnear its price" and the cars shown

1didn't argue with the copy. Secondcommercial equally spectacular andspicy. Each new Chevy model came~ooming out from under a giganticwaterfall. Car after car gleamed byto be introduced and shake my faithin the two-year-old darling in my

1garage. Program and commercial'mood was the matchingest job I've1seenin many a season.I Again straying from my appointed

~

task, a comment on Chevy radiopots. Built on the pattern of re­ordings that greet the ear when youall for an airline or train reserva­

!tion, the spots began with a feminine'voice saying: "This is a recording.

he time is Sept. 24 to see the newhevrolets ... " and went on from

here to extole the virtues of cars toe unveiled the following day. Sameommercial, complete with the

¡º""." 26, 1964

"ping," repeated thrice within about15 minutes. Seemingly, Campbell­Ewald reasons that a relentless bar­rage just prior to the debut of '65models pays off. Bet it does, too.At any rate, the Chevy (maybe be­cause of concentration) hit me hard­er than the Roaring '65 Plymouthscommercialed with the Bob HopeComedySpecial.Could be, programout-distanced commercials.

Not so with the premiere ofShindig. Commercial on Tiger PawTires by U.S. Royal gripped melike they grip the road. Might nothave been the premiere of this com­mercial but those big tiger pawshave visual impact not quickly for­gotten. They stayed with me despitethe swift pacing, the freshness ofdirection and production, the sur­prises dropped in now and again andthe non-verbal intros that made thefirst Shindig fascinating to watch.

The CBS special, Lincoln CenterDay, so intrigued me that I musthave read during the commercials.That has to stop. I've got to get backto my habit of reading during theshows and looking up during thecommercials.

Right here in St. Louis, there'ssome bank advertising that does anice job of getting away from thestodgy. Not easy to do but it's beingdone by a couple of cartoon charac­ters-Nibbledebuck, a sneak whonibbles away at your money; FritterCritter, typical of the procrastinatorwho hangs onto checks instead ofdepositing them promptly so themoney could work for him. Adver­tiser: First National Bank in St.Louis. Agency: Gardner.

Now back to a commercial heardsome time ago. Might have had itsfinal run by now but I feel com­pelled to report on it. My eyes aredevouring a book, I'm half listeningto tv when a man on that Thing an­nounces he hates lumps in creamof mushroom soup. Because hesounds like someone's husband in­stead of an "announcer," I look up.He says a special kind of cornstarch

Fritter Critter

Nibbledebuck

makes one cream of mushroomsoup smooth as - well, maybe, amushroom. And he says, in a voiceI've got to believe, that he plans tokeep that one cream of mushroomsoup just that way. Who he? Thenhe tells me. His granddaddy's name,he says, was H. J. Heinz and that'shis name, too. A disarming andbelievable kind of commercial usedinfrequently and effectively in tv'searly days but now all but forgottenin the maze of new equipment, newproduction techniques, new every­thing except an avalanche of newcommercial ideas. Ideas that cancombine excitement and believabili­ty. Ideas that will keep you fastenedin your seat during the commercialand let you wander, if you must,during the show.

61

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CALENDAR

OCTOBER

International Radio and TelevisionSociety Time Bu)'ing & Selling Semi­nar, New York, Tuesday evenings( 13-Dec. 8).

Massachusetts Broadcasters Assn.meeting, Hotel Somerset, Boston,Mass. (25-26).

National Assn. of EducationalBroadcasters national convention,Austin, Tex. (25-28).

ABC Radio regional affiliates meet­ing, New Orleans, La. (27).

Premium Advertising Assn. ofAmerica, premium ad conference,New York Coliseum,New York, N.Y.(27).

Future of Tv in America Committeeof National Assn. of Broadcastersmeeting on CATV, Jung Hotel, NewOrleans, La. (27-28).

Television Program DevelopmentGroup seminar in programing,WGN Mid-America Broadcast Cen­ter, Chicago, Ill. (27-28).

American Assn. of AdvertisingAgencies, western meeting, BeverlyHilton Hotel, Beverly Hills (27-30).

American Assn. of AdvertisingAgencies, western meeting, Ambas­sador Hotel, Los Angeles (27-30).

American Marketing Assn. NewYork Chapter International DiscussionGroup (1964-65) season, Park LaneHotel, New York (28).

Official Films Inc. annual stock­holders meeting, Delmonico's Hotel,New York (28).

International Radio & TelevisionSociety luncheon, Waldorf Astoria,Empire Room, New York, N.Y. (28).

NAB CONFERENCE SCHEDULENational Assn. of Broadcasters fallregional conferences:

Jung Hotel, New Orleans (Oct.26-27).

Statler Hotel, Detroit (Nov 9-1O).

Hotel Ten-Eyck, Albany, N.Y.(Nov. 12-13).

NationalBoard Inc.conference,New York

Industrial Conferencetwelfth annual marketinjWaldorf Astoria Hotel.

(28-30).

Forum of BroadcastControls, spon­sored by Indiana University, Univer­sity Campus, Bloomington, Ind. (29).

NOVEMBER

Second Canadian Radio Commer·cials Festival, Park Plaza Hotel, To­ronto, Canada (5).

Maryland - D.C. - DelawareBroad­casters Assn. fall meeting, Washing­tonian Motel, Rockville, Md. (6-7).

WSM's Grand Old Opry 39thBirthday Celebration, Nashville, Tenn.(6-7).

Advertising Federationof America'ssecond district fourth annual confer­ence,PoconoManor Inn, Mt. Pocono,Pa. (6-8).

American Women in Radio & Tele­vision westernareaconference,BeverlyHilton Hotel, Beverly Hills, Calif.(7-8).

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 conferenceandex­hibit, New York Hilton, New York(10-12).

ABC Radio regional affiliates meet­ings, Albany, N.Y. (13).

American Women in Radio & Tele·vision board of trustees meeting ofthe educational foundation, Washing­ton, D.C. (13-14).

Edward Petry & Co. annual pro·motion seminar at Pick-CongressHotel, Chicago, Ill. ( 16).

Oregon Assn. of Broadcastersfallmeeting and biennial reception forstate legislators, Marion Motor Hotel,Salem, Ore. (16-17).

Broadcasters' Promotion Assn. an­nual convention, Pick-CongressHotel,Chicago (16-18).

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