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THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
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AGENCY DILEMMA WHAT PRICE MARKETING?
At last week's annual meeting, 4A's weighed client services against profits, were cautiously optimistic about fall spending. Here's why
Page 29
Todd Storz tackles the local rates
Page 31
Air media's rosy future: a population study
Page 36
What you should know about tv film
Page 40
WHEELING: 37* TV MARKET
*Television Magazine 8/1/57
One Station Reaching The Booming Upper Ohio Valley
Mail Pouch and Kentucky Club are two of the nationally famous buy-words which help contribute to the super market value of the WTRF-TV area. These and other quality tobacco prod- ucts are manufactured by The Bloch Brothers Tobacco Company of Whee- ling, West Virginia . . . with 500 employees influenced by the program- ming of WTRF-TV ... in an area of 425,196 TV homes, where 2 million people spend 2lA billion dollars annually.
316,000 watts NBC
WHEELING 7, WEST VIRGINIA
"I have been working for the Bloch Brothers people for 22 years, and it's part of my job to help protect the quality of our tobacco products. Even away from work I'm conscious of quality — in food, in clothing, in just about everything. That includes TV-viewing, too, which is why the favorite station at our house is WTRF-TV."
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reaching a market that's reaching new importance!
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^l^^TIJ^X -TV
Michigan's Great Area Station — Strategically Located
to Exclusively Serve LANSING- FLINT- JACKSON
with a Dominant 100,000 watt signal from its new 1023' tower
located between Lansing and Flint . . . NBC— CBS- ABC
Represented by Peters, Griffin, Woodward, Inc.
T,
3 MAY 1958 • Vol. 12, No. 18
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
DIGEST OF ARTICLES
Agency dilemma: What price marketing? 29 ^' lasl week's annual meeting I As weighed agency services against individual client profitability, viewed fall with cautious optimism
Spot radio tackles the local rates
31 The Storz stations arc pointing the way to lick the old bugaboo of national and local rates that have plagued spot radio over the years
Net tv: New incentives for clients
33 Advertisers are looking at new rate cards from two networks — ABC TV and NBC TV. In each case discount structures have been changed
Oona O'Tuna drops anchor in spot tv
34 ''"' ':1-' " '•' 'I'icken Tuna is again fishing the tv waters — this
Editor and Pu
Secretary-Treasurer
3ernard Piatt General Manager
EDITORIAL DEPARTMENT Managing Editor
Alvin W. Outcalt News Editor
Bon Bodec
Mfred J. Jaffa Evelyn Konrad W. F. Miksch
skipper, Oona O'Tui
! bringing in the sale-
Associate Editor
Russ Carpenter
Midwest Editor (Chicago)
Gwen Smart
Western Editor (Los Angeles)
I'ete Rankin Film Editor Beth Drexler Brod Assistant Editors
..ck Lindrup Gloria Florowitz Contributing Editor
loe Csida Art Editor Irving Kramer
Air media's bright outlook
36 Long-term population trends are narrowing market for hard goods in the immediate future, but not for soft goods on which radio and tv depend
Upward viewing trend continues: ARB 38 Latesl viewing figures for 1958 continue to show increases over last year. Here are the latest tv sets-in-use figures as compiled by ARB
NAB members "challenged" at annual convention
38 I" Los Vngeles lasl week, NAB members were invited to capitalize on the opportunity to editorialize, to help economy and to help themselves
What you should know about tv film
40 Basic film facts that every producer and user of tv commercial film -hould know. Excerpts from a soon-lo-be-published book on tv advertising
sponsor asks: How strong will the tv give-away show be next season?
42 ' -lw' -away shows will be bigger than ever next season, according to lour specialists in the held, but change in format seems to be certain
FEATURES
26 19th and Madison
5 9 ewe & Idea Wrap-Up
4
58 Picture \\ rap-1 p
46 Radio Result!
20 Sponsoi Backstage
68 Sponaoi Hears
9 Sponsor-Scopi
76 Sponsor Speaks
54 Spot Buys
44 'IVIr 9e
76 Ten Second Spots
17 Timebuyers al Work
74 \\ and Had,,, Newsmi
67 Washington Week
ADVERTISING DEPARTMENT Associate Sales Manager
lane Pinkerton
VP-Western Manager i.jwin D. Cooper Southern Manager , leib Martin Eastern Manager
James H. Sho< Productio
, E. Pei
laker Manager
i Lee Oncay, Asst. Administrative Staff
Dm i is Bowers t-.eo.qe Becker Jtmie Ritter ' lonon Sawyer
Circulation Department Seymour Weber
r v Cutillo
i<„ry B. Fleischman Accounting Department i n,n<, Oken in,,, a Datre Readers' Service
fnjsi
SPONSOR PUBLICATIONS INC.
combined with TV. Executive, Editorial, Circu- lation and Advertising Offices: 40 E. 49th St. H9th & Madison) New York 17, N. Y. Tele- phone: MUrray Hill 8-2772. Chicago Office: 612 N. Michigan Ave. Phone: Superior 7-9863. Los Angeles Office: 6087 Sunset Boulevard. Phone: Hollywood 4-8089. Printing Office: 3110 Elm " Subscriptions: United
Address all
•rrespondence to 40 E. 49th St., N.
1958 Sponsor Publications Inc.
ONE TV STATION REACHES 1/5 OF CANADA
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NEWSMAKER of the week
The privilege of a station to editorialize — a la the newspaper — is still a topic of hot controversy. These views by FCC chairman John C. Doerfer, obtained by SPONSOR daring his attendance of the NAB convention in L.A.. throw a sharp light and broad breath of understanding of the problem.
The newsmaker: John C. Doerfer has never been one to pussyfoot on an issue that concerns both the public and the industry weal. Hence, this opening gambit of his in the exclusive interview on what are his personal thoughts about broadcaster editorializing:
"Most broadcasters are showing an unwarranted timidity and a fear of public officials that is hampering creative thought in a vital medium of communication."
While equally firm that stations should not use editorial freedom in a "loose or irresponsible manner." Doerfer does not feel broad- casters should fetter themselves "because of proposed Congres- sional safeguards which are not even needed under the Constitu- tion."
Doerfer cited as unrealistic the proposal before Congress that first priority in licensing of a tv station should go to applicants not owning other media of mass communica- tion. However, in his view, in cases of joint ownership of news- paper and station "there should be a distinct separation of editorial •'"'"' ( ■ Doerfer
policies and staff."
How would the FCC chairman like to see stations perform their editorial function? These are some of his answers:
• Stations should become more skilled in developing an editorial approach to their news gathering.
• These techniques should be commensurate with their size, facili- ties and experience.
• A small station "should not leap upon a different issue every da\ just for the sake of editorializing," but should weigh single issues in the light of their importance.
• Large and small stations should plan a constructive approach toward presenting their views, rather than pell-mell attack — using techniques that would give stations a "wall of independence, bounded |p\ their own responsibility."
Doerfer- closing moral: "When you deny the right of broadcast media to editorialize, you are not only separating creativity and judgment in news reporting and challenging Section 326 of the Communications Act and Article One of the Constitution, but flout- ing a basic right." ^
[See Sponsor Speaks, !«'! March, Shall a station editorialize?)
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*Feb. '58 ARB gives leadership to KETV's 9:35 PM Movie Masterpiece. 21.0 average rating all week. Omaha's highest-rated movies, including Warner's, RKO, Columbia, Selznick, and United Artists.
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' Eugene S. Thomas, V. P. & Gen. Mgr.
On a cost-per-proof -of -purchase, or actual sales, or any other
basis of measurable results-yes, including ratings, too- WMGM produces action at the lowest cost of any
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The Man in the KPRC-TV Shirt
A DVERTISING MEN are beginning ■**-to realize that it is ridiculous to spend time, talent, and money on hand- tailored advertising campaigns and then spoil the effect by placing this custom advertising on ordinary television sta- tions. Hence the growing popularity of KPRC-TV in Houston, Texas, which is in a class by itself.
KPRC-TV advertising wears infinitely longer — a matter of many months. It
makes your products and service more attractive and more distinguished because of the subtle methods of presentation. The whole manner is more generous, and therefore, more comfortable. Short pauses are just a little longer and stay in your mind. Even the station-identifications have an ante-bellum elegance about them. Above all, KPRC-TV makes up its daily telecasts from remarkable sponsors, collected from the four corners of the
nation. You will get a great deal of satis- faction out of being in the company of other advertisers of such impeccable taste. KPRC-TV is run by a small company of dedicated television men in the City of Houston, Texas. They have been at it, man and boy, since 1949- You'll find all the pertinent data in SRDS, or write to Jack McGrew, Station Man- ager, or Edward Petry & Co., National Representatives.
Most significant tv and radio
news of the week with interpretation
in depth for busy readers
SPONSOR-SCOPE
3 MAY 1958
Cwyrlfht l»M IPONIOR PUBLICATIONS INC.
Business continued to perk nicely this week for national spot tv.
The biggest buy came out of Benton & Bowles: Shick Shaver in about 100 markets. The campaign apparently is pointed to the graduation trade.
Other buying activities included P&G's Joy (Burnett), Parker Pen's T-Ball Jotter (Tatham-Laird), General Foods' Kool Shake (FCB Chicago), Tide (B&B), Ivory (Comp- ton), and P&G's Whirl (B&B).
Incidentally, Rinso is testing a liquid soap in Texas.
(See Chicago Report in SPOT BUYS, page 54, and WRAP-UP, page 59, for more on tv spot. )
National spot radio on the other hand had a comparatively quiet week. The market lists were limited, and the accounts included Del Monte, Roi Tan Cigar, Swansdown Cake Flour, and Arrid.
One of the top agencies has devised a tactic to counter the rating madness that tv columnists supposedly incite among network advertisers.
The stratagem is to ask the client to forget for a moment the ratings quoted with disdain by the columnist and answer for himself this question: In what other medium — for the same expenditure — could your advertising message reach an audience of 7 to 10 million households?
Adam Young soon will be circulating a Pulse audience composition study to refute NBC Radio's argument that teenagers dominate independent station listening.
The breakdown was based on audiences from 6 a.m. to 6 p.m. of independent stations that rated first, second, or third in 10 major markets.
The adult audience by quarter-hour for such stations in all 10 markets averaged 84.9%.
The highest teenage figure in any market was 25%
The tv networks picked up quite a number of sales the past week, but com- mercial schedules for the fall are still slow in taking shape.
The main reason for this: The bellwethers are taking their time deciding on what shows they want and where they want them.
Here's a quick rundown of how some of the major tv sponsors stand network-wise:
GENERAL FOODS: Decided on the Ann Sothern show as a replacement for December Bride on CBS TV Monday night, but has yet to lock up its plans.
BROWN & WILLIAMSON: Will have Naked City on ABC TV Tuesday 9:30 and is cogitating over what to place on NBC TV Monday 9:30.
COLGATE: Will stick along with Millionaire and Thin Man and probably spot Dotto on NBC TV Tuesday 9 p.m.
OLDSMOBILE: A lineup of 225 stations on ABC Tuesday 9:30 with a half-hour show starring Patti Page.
P&G: Will share a minute each with Ralston and Miles of The Rifleman (ABC TV Tuesdays) , while Ralston and Miles will take a minute each of Leave It to Beaver on the same network Fridays.
QUAKER OATS : Considering Donna Reed Show Wednesday nights on ABC TV.
SPONSOR • 3 MAY 1958
SPONSOR-SCOPE continued.
Elgin Watch is in the market again this season for a pre-Christmas campaign via JWT.
The focus is on participating in a special, but the buy could be into several regularly scheduled network programs.
Ted Bates is now the anchor — or coordinating — agency for American Home Products as well as the Colgate account.
Oilier anchor agencies for top-rank package accounts: J. Walter Thompson for Lever; Compton for P&G; Rcnton & Bowles for General Foods; and Y&R for Bristol-Myers.
Don'l be surprised if the multi-program concept introduced by the Ford Road- show on CBS Radio is reflected in the fall planning of 7-Up.
Ted Jardine, who heads the account for JWT, was in New York this week to lay the groundwork for ;i radio network spread along Roadshow lines.
CBS TV and NBC TV are under pressure from a number of accounts for ad- vance information on just how many periods the network propose to preempt for specials during the coming season.
The reasons they give for this insistence:
• Vdvertisers don't like the idea of being vague about such preemptions when the sea- son s contract is consummated.
• The agencies need this information to make the network schedule conform with the budget set by the client.
P.S.: NBC TV's enthusiasm for selling specials has undergone a chill lately. It doesn't want to put a blight on the main aim of the network — regular sponsorship.
Radio advertisers will be able to get specific figures this year on the sale of tran- sistor sets:
The EI A has started to segregate them from other types of receivers.
Meantime from A. C. Elles, I.D.E.A., Inc., sales manager, SPONSOR-SCOPE has ob- tained these estimates:
• Of the 3.°>0n.000 portables turned out in '57, about 50% were transistors.
• Toward the end of the year nearly 70% of the portables were of the transistor type.
• The portable market for '58 will be down 10-20%, but the transistor figure will be up considerably. In other words, the transistor share will be up to 80%, as compared to 20% in 1954.
Incidentally, the peak seasons for transistor sales are November-December (Christmas - ' i f t — ■ and May-June (for wedding-graduation gifts and outdoor living).
You ran get a close line on what they're talking about at plans or procedural meet- ings through the inquiries that come to an agency's information center.
SPONSOR. SCOPE this week checked the librarians of a cross-section of Madison Avenue agencies on the types of air media questions put to them most recently.
The list showed these to be in the majority:
1. Listening and viewing habits by age and income groups and working women.
2. Percentages of sponsor identification.
3. Trends toward various types of tv programing. 1 into listening habits and FM-set ownership.
5. What is the effect of tv on marketing.
6. Tv network, radio network, tv spot, and radio spot hillings.
7. Percentage of the advertising dollar spent in tv.
8. Successful case histories in various facets of air media.
9. Banking of agencies in tv and radio billings.
10. Justification for agency commission on tv production and services.
10 SPONSOR • 3 MAY 1958
-
SPONSOR-SCOPE continued .
THE NAB CONVENTION in L.A. this week drew an attendance of around 1,800, in- cluding a sizeable contingent of admen from the East and Midwest.
Aside from the major speeches (see page 39), the focus of interest was on panels, group meetings, and technical demonstrations. These events included:
FM: Jon Ross, of L.A.'s Ross, Reisman agency, contended FM stations were making a mistake in selling too "softly". He said that the medium can't afford to rely solely on the twin arguments of above-average-intelligence and higher income audiences. A snappier ap- proach is needed. (Note: Philco and Motorola are reported introducing FM auto receivers this fall.)
VIDEOTAPE: RCA appears to be pitching its tape in the direction of commercial pro- ducers. Ampex was interested in squashing the notion that you can't edit tape. There wasn't much interest in color tape demonstrations because of the feeling that — aside from union jurisdictional problems — black and white problem must first be ironed out.
NBC's Bob Sarnoff displayed the network's "tape central" in Burbank whose 12 ma- chines went into operation with DST.
TV FILM SYNDICATION: TPA president Milton Gordon argued that the economic climate favored svndication campaigns for the 1958-59 season — either because medium-sized advertisers can't afford networks, or because they have decided to be more selective in their marketing activities.
Frederick S. Houwink, WMAL-TV. Washington, urged that the advertiser's interests ought to be considered in barter deals. An equitable balance should be maintained between the number of spot announcements given the client and these two factors: (1) the market value of the film nrooerty, and (2) the actual value of the station's time.
Joe Floyd, KELO-TV. Sioux Falls, S. D.. who presided at this meeting, urged a uniform film contract and a simnlified method for handling film so that costs could be cut. NTA president Oliver Unsrer predicted stations will have to use "A" time to plav post-1948 fea- tures to meet the "fair prices" required bv the distributor.
ASSOCIATION OF MAXIMUM SERVICE TELECASTERS: Impressed its audience with a well-documented presentation of how the group operates in gathering facts about the characteristics of tv signals, field testing, etc.
Leonard Goldenson and Ollie Treyz made an allont plea at a meeting of ABC TV
affiliates in L.A. this week for better clearance cooperation.
Onlv 42% of the affiliates, said Trevz. are clearing satisfactorilv for ABC TV. while CBS TV and NBC TV are getting a much better break from their stations.
ABC TV. the affiliates were told, just can't compete if it must toss line programing into delayed and fringe-time periods.
Ex- Wisconsin U. prof, and station operator Gerald Bartell and NBC Radio's Joe Culligan this week locked adjectives over whether the network affiliate or the independ- ent station is producing the superior service for listeners.
In a talk before Omaha Ad Club Culligan remarked: "These 'Tiffanies' of radio (af- filiates) will stand head and shoulders above the mob of jukebox stations which will be wallowing in hopeless mediocrity with drearv fad music. . . ."
Retorted Bartell in a telegram to SPONSOR-SCOPE: "It is as difficult to defend rock 'n' roll as it is to understand the programing of certain networks.
"On the one side, are the operators who substitute a rigid music formula for imagi- nation and talent. On the other, is a tag-tag, non-sequential programing burdened by an insupportable news and commercial format, and a random music policy.
"For the network, the road back may be a thorny one — like a behemoth of the Pleistocene Age in a desperate struggle for survival in a changing world."
SPONSOR • 3 MAY 1958
There won't be as many pilots going the rounds this month as anticipated.
Official Films, for instance, had elaborate plans for six new series, will end up with two: \dventures of the Invisible Man (produced in England with U.S. stars) and Western Union.
Note: Roth are on the verge of a national sale.
(For more tv film developments, see FILM-SCOPE, page 19, and WRAP-UP, page 62.)
Paul Roberts, former Mutual president, this week cut his final ties with the net- work by disposing of his MRS common stock to Frederick Pittera, board chairman of Car- bonless Paper Corp.
Pittera told SPONSOR-SCOPE that his ownership of 165 common shares out of the 1.100 outstanding makes him the largest single stockholder in the network.
Prediction by one school of agency marketers: The recession will have the effect of making the discount house and the big promotional retailer respectable members of the dealer community.
The resulting impact on advertising: As the sales clerk continues to dwindle in impor- tance, the brand manufacturer will have to concentrate more of his cost in pre- selling the prospect.
(For more on marketing developments, see MARKETING WEEK, page 50.)
P&G's Canadian organization has put itself on record as refusing to accept as valid any station measurements influenced by special promotional gimmicks during sur- vey periods.
Wrote J. A. MacDonald, P&G Canada's media and production manager, to the Domin- ion's Rureau of Rroadcast Measurement: "We are investigating all reports of special pro- motions and where in our opinion these activities are likely to affect the validity of the spring survey, we will make no use whatever of the survey data for any market so affected."
An immediate taboo was put on Winnipeg radio data.
Don't look to CBS TV to rush into a revision of its discount structure just be- cause of the changes made by NBC TV.
Noted a CRS TV sales executive to SPONSOR-SCOPE this week: "We're going to ana- lyze NRC's discounts and see what effect they have on ours. Then we'll wait until some of our advertisers ask us what we're going to do about it."
The following table — based on a lineup of 125 stations — shows the progress made by NBC TV in closing the discount gap between itself and CRS TV:
|
ADVERTISER SCHEDULE |
OLD NBC DISCOUNT (Nighttime) |
NEW NBC DISCOUNT |
CBS DISCOUNT |
|
Alternate week V2 hr. |
6% |
5% |
5% |
|
Weekly V2 hr. |
16% |
20% |
23% |
|
Alternate week hour |
8% |
5% |
5% |
|
Weekly hour |
18% (Daytime) |
22% |
25% |
|
Alternate week 1/i hr. |
5% |
8% |
5% |
|
Weekly V, hr. |
15% |
22% |
21 |
|
Alternate week hour |
',)", |
8% |
5% |
|
Weekly hour |
18% |
25% |
25% |
|
(For more on changing |
discount structures, see page 33.) |
For other news coverage in this Issue, see Newsmaker of the Week, page 4; Spot Ruys, page 54; News and Idea Wrap-Up, page 59; Washington Week, page 67; SPONSOR Hears, page 68, and Tv and Radio Newsmakers, page 74.
SPONSOR • 3 may 1958
This Wednesday at 6 p.m.
The New Orleans radio station with
32.2% of the audience
will become
20 TIMES MORE PDWEHFUL
May 7, WTIX goes to 5,000 watts— and takes over
the 690 spot on the dial. Result: Over 1,000,000
new listeners added. Now WTIX's 24-hour
service extends over the entire Gulf
area — from Texas to Florida.
Now, more than ever, the New
Orleans buy is WTIX — the station
which even before the change
had more audience
than the next 3 stations
combined. ( Current Hooper. )
See the Adam Young man,
or WTIX General Manager
Fred Berthelson.
Con*Vi *oo„ °« 4<*r radio dial
The change-over story is being brought forcefully to New Orleans' .mention by power- ful promotion, including posters like this one at high-traffic Canal & Roval Streets.
WTIX
first . . . an, I getting firster . . note 20 times more fotc-erful . .
5,000 watts NEW ORLEANS
S"T><V"r I CD INI s
TODAY'S RADIO FOR TODAY'S SELLING TODD STORZ, PRESIDENT • HOME OFFICE; OMAHA, NEBRASKA
WD6Y Minneapolis St Paul
REPRESENTED BY JOHN BLAIR & CO.
WHB Kansas City
REPRESENTED BY JOHN BLAIR & CO.
WTIX New Orleans
REPRESENTED BY ADAM YOUNG INC.
WQAM Miami
REPRESENTED BY JOHN BLAIR & CO.
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SEVENTEEN? EIGHTEEN? NINETEEN?
YES...WBRE-TV does have a " 19 County Coverage
— r~
Pennsylvania Counties Covered
• LUZERNE
• LACKAWANNA
• LYCOMING
• COLUMBIA
• SCHUYLKILL
MONROE
PIKE
WAYNE
WYOM/NG
SULLIVAN
SUSQUEHANNA
BRADFORD
UNION
LEHIGH
SNYDER
MONTOUR
CARBON
CLINTON
2,000,000 Population!
Estimated Buying Income -$2,000,000,000!
Equivalent to the Nation's 24th Market!
This is the year for CONCENTRATION . . . when mar- ginal prospects rate only marginal attention . . . when to produce real results, you must concentrate your best efforts on your best prospects . . . those who are most likely to buy . . . and buy in quantity!
ONE station has proven over the years, that their audi- ence is TOP GRADE; large-buying prospects in all seg- ments of this big Northeastern Pennsylvania Market . . . WBRE-TV!
A DOMINANT STATION IN A DOMINANT MARKET WITH A DOMINANT SALES OPPORTUNITY FOR YOU! ! !
TV Channel 28
WILKES-BARRE, PA.
AN M¥^ BASIC BUY : National Representative : The Headley-Reed Co.
Timebuyers H at work
Otis Hutchins, Doyle Dane Bernbach, New York, makes a list that timebuyers might check in preparing a radio campaign. "First," Otis says, "spot radio should not be used sparingly for the best results. Saturation schedules prove beyond a doubt the value of repetition. If your budget is limited, it is better to use two or three days a week than to spread it out. Second, don't put all your eggs in one basket. Use as many stations in a market as you can. If necessary, rotate the stations. Third, study audience composition carefully; here is the key to all successful buying. Fourth, clearly define the campaign's objectives before buying. The who, what, where, when and why of news- paper reporting can be applied equally as well in determining a product's market. Fifth, look for segments during prime time that give you extra mileage. Five-minute news shows, for example, often have a minimum of advertising, integrate the product's message with the program content, and establish solid product identification. There are many other guideposts, of course — and if a buyer puts two and two together, sometimes he can get five."
Bob Palmer, Cunningham & Walsh, Inc., all-media buyer for American Cyanamid, Agricultural Div., points out that while manu- facturers of feed, farm chemicals, tractors and animal health prod- ucts invest millions of dollars in advertising, many do not use radio and tv. "The problem is not one of availability of farm programing," Bob says, "as hundreds of radio and tv stations schedule regular farm shows. Lack of up-to-date audience information is the pri- mary reason. We are sure, of course, that the farmer listens to radio and tv. But we don't know when, why and to whom." Bob feels this is a rich market for broadcast, yet in the past year only two stations have released major farm audience studies. He thinks that until information nec- essary in making the basic decision to use broadcast, can be sup- plied to agricultural advertisers, radio and tv will not receive their share of the appropriations. "The leading farm stations and the National Association of Radio and Television Farm Directors should cooperatively undertake a comprehensive market study," Bob says.
That Floyd's a helluva bellringer
too! His good times campaign has
caught on like wildfire. Viewers
are flooding Joe's KEL-O-LAND
switchboards and mailrooms with
"business is good" reports; and each
item is beamed back to the KELO
group's four-state audience.*
The Bellringer campaign confirms
two statistical facts — today's most
lucrative market is KEL-O-LAND;
and KELO-TV with its booster
stations gets you there fast!
*a million-plus people in South Dakota, Iowa, Minnesota, Nebraska.
CBS • ABC • NBC
KELP LAND
|
KELO |
TV SIOUX FALLS |
« |
|
KDLO |
TV HURON WATERTOWN |
3 |
|
KPLO |
PIERRE TV WINNER CHAMBERLAIN |
6 |
General Offices: Sioux Falls, S. D.
JOE FLOYD, President s Nord, Gen. Mgr., Larry Bentson, V.P.
REPRESENTED by H-R Minneapolis: Bulmer & Johnson, Inc.
MEDIC
lVlXjl^lVy We have said of MEDIC: "No one else in 1958 will offer a program that approaches MEDIC's prestige, production quality and dramatic con- tent." According to the stations which have already bought MEDIC, we need say no more. These include the Storer Group, Westinghouse's WJZ-TV in, Baltimore, WABD in New York, WTTG in Washington, KTLA in Los Angeles, WGN-TV in Chicago and KRON-TV in San Francisco. From their point of view, MEDIC speaks for itself.
VICTORY PROGRAM SALE
A DIVISION OF CALIFORNIA NATIONAL PRODUCTIONS, INC.
c o
L U M B U S
G E
O R G I A
the Metro Area
IN THE TOP 50 OF ALL 262 METRO AREAS IN PERCENTAGE OF GROWTH IN
• POPULATION
• E.B.I.
• RETAIL SALES
the TV Market
53 COUNTY COVERAGE AREA
|
Population |
1,195.100 |
|
E.B.I. |
$1,288,883,000 |
|
Retail Sales |
$828,816,000 |
the Station
CtoutdJlWRBL-TV
®w a
PC~7' 'If/-/. . ' ' ''A I
CALL HOLLINCBERY CO.
by Joe Csida
Sponsor backstage
"Where did you go? — Washington"
A number of columns ago I mentioned that I often felt sorry for top network brass. This was appropos of what seemed to me to be the ironic situation wherein advertising agencies were once again setting up screams about the high cost of network video advertising. ABC TV. they claimed, had taken over such substantial chunks of the CBS TV and NBC TV audience that indi- vidual network show shares were down all around. In Washington, at the identical time, the harrowing Barrow report was issued. Its horrific suggestions were based on the notion that ABC TV just couldn't make the kind of progress it should in a free economy because of the manner in which CBS TV and NBC TV had monop- olized the web business.
Now at the risk being accused of fostering a Society for the Pre- vention of Cruelty to Network Executives I would like to say a few more words in behalf of my harried web friends. William Paley and Frank Stanton, respectively Chairman of the Board and President of CBS, Inc. each earned $299,807.94 in 1957. Brigadier General David Sarnoff and his son Bobby, who held ditto titles at the National Broadcasting Company earned $200,000 and $186,500 respectively during the past year. I want to suggest to the stockholders of both corporations that they seriously consider giving these gentlemen and all of their associates in the higher web councils solid wage increases.
Webs in orbit
It is a poorly kept secret that business has softened up somewhat and all the networks are hard-pressed to keep their grosses up to standards set in previous years. It is even more generally acknowl- edged that in this year 1958, even should you bring in a record- breaking gross amount of dollars, you would still be fortunate to turn up any sort of respectable net profit. It is to achieve some success in these two areas that most corporate officers are paid. Not so with our web buddies. It is necessary for them to accomplish this phase of their jobs in what little spare time they can steal from hearings in Washington.
This piece was prompted by the recent remarks of Dick Salant, CBS staff vice president before the Ohio Broadcasters Association. Dick knows much more about this problem than I, or most other people for that matter. He called his speech: '"Where Did You Go? Washington.— What Did You Do? Nothing." And some of the facts he revealed should give us all pause for thought.
"Since the beginning of 1954," said Dick, "there've been the Plotkin Report, the Jones Report, the Potter Report, the Bricker Re- port, the Cox Report, the Evins Report, the Celler Report and the Bar- row Report. We've dug out and submitted literally thousands of pieces of paper for the Evins Committee, the Celler Committee, the Moulder Committee, the FCC Network Study Staff and the Depart-
AMERICAN RESEARCH BUREAU
MARCH 1957 REPORT GRAND RAPIDS-KALAMAZOO
TIME PERIODS
|
WKZO-TV |
Station B |
|
|
MONDAY THRU FRIDAY |
||
|
8:00 a.m. fo 6:00 p.m. |
143 |
57 |
|
6:00 p.m. to 1 1:00 p.m. |
94 |
6 |
|
SATURDAY |
||
|
8:00 a.m. to 11:00 p.m. |
50 |
10 |
|
SUNDAY |
||
|
9:00 a.m. to 1 1 :00 p.m. |
40 |
16 |
BUT. ..You'll Find WKZO-TV
Leads To Sales Records
In Kalamazoo-Grand Rapids!
When you're on the track of greater sales in Kalamazoo- Grand Rapids, you need the market dominance of WKZO-TV. Want proof? Look at this! ARB shows WKZO-TV is first in 267% more quarter hours than the next-best station — 327 for WKZO-TV, 89 for Station B!
WKZO-TV telecasts from Channel 3 with 100,000 watts from 1000' tower. It is the Official Basic CBS Television Outlet for Kalamazoo-Grand Rapids — serves over 600,000 television homes in one of America's top-20 TV markets!
WKZO-TV
100,000 WATTS * CHANNEL 3 • 1000' TOWER
Studios in Both Kalamazoo and Grand Rapids
For Greater Western Michigan
Avery-Knodel, Inc., Exclusive National Representatives
.
Sponsor backstage continued .
... a feet-on-the- ground, head-in- the-clouds, delectable darling. But you can be sure she's ready, willing and able to respond to your gentle persuasions on KOIN-TVin Portland, Oregon and throughout 30 surrounding counties. | At CBS-TV Spot Sales, they rave about her charms... and, of course, about KOIN-TV s amazing ratings and coverage.
ment of Justice. When one group gets finished with them, they return them, we file them. Then we disinter them all over again when the next group decides to go over exactly the same issues.
"Between May 1954 and March, 1958", continues Dick, "eight CBS officers have appeared in formal hearings 15 different times as witnesses before nine Federal investigating groups. And there's no end in sight. Next month we are scheduled to appear before the Communications Subcommittee of the Senate Committee on Inter- state and Foreign Commerce on the Smathers Bill dealing with music and broadcasting. Senator Magnuson has announced that his Committee plans another go-around on pay television next month. The same Committee will hold hearings on Senator Bricker's bill to regulate networks. And Senator Monroney has said he plans to have bearings on ratings in the near future.
"And so it goes," added Dick somewhat wistfully. "We seem to be in orbit, going around and around the world of Washington in 80 years with different Committees tracing the same ground when they can't think of anything new."
Committee on legislative oversight
Dick, a much wiser and better informed man than I, says he does not know what to do about this, that he doesn't know the cause or the cure. I certainly don't either, but I'd like to suggest something which may at first blush seem slightly wild. I'd like to see a different kind of Congressional Committee, a Committee on Congressional Oversight. This would be a Committee, which would keep close track of data submitted by broadcasters and other businessmen on specific facts of consequence in specific issues such as alleged network mo- nopoly, pay television, etc.. etc. When a Congressional Committee asked for data on any such issue, the Congressional Oversight lads would look up their records, and point out that certain late, verified and specific facts on the issue were already available, having been submitted to a previous Committee. And maybe the Committee on Legislative Oversight could decide that it would be a fair idea to pass some legislation making it impossible for a Congressional Com- mittee to badger a citizen or group for information he has already furnished a previous Congressional group.
There are no doubt all kinds of reasons why this naive suggestion can't possibly be accepted. But I thought the suggestion I made when the Paar Show was struggling for clearances was naive too. I felt the show was good for television, and recommended that where an NBC affiliate was unable to or didn't care to carry the show, it could be offered to CBS or ABC affiliates. I understand that quite a few CBS and ABC stations now carry the show.
Somebody who knew how to swing it, either picked up mv clearance suggestion, or got the same idea himself. I fervently hope somebody figures out a way to wipe out all this wasteful duplication of effort the webs are required to go through with Congress these days. To me it makes nothing but good sense that if top network brass were not required to spend disproportionate amounts of time on the most useless and silly of these probes, television would benefit greatly. For when all is said and done these are the men who lead the way, and tv will grow as an advertising medium and culturally in almost direct proportion to the amount of constructive though) its leaders are able to devote to it. ^
The Transcontinent Television Corporation welcomes a powerful combination to its family of stations: wnep-tv (formerly warm-TV), Channel 16, Scranton, and wilk-tv, Channel 34 Wilkes-Barre. The two stations are now operating in combination with identical programming — but the prosperous Scranton — Wilkes-Barre market will soon be covered by wnep-tv alone, when it increases power to 1,500,000 watts and becomes America's most powerful TV station.
Basic affiliation with the ABC Television Network will continue to bring such top-rated shows as Maverick, Lawrence Welk, Disneyland, Wyatt Earp and The Real McCoys to the nearly 2,000,000 people in the growing Scranton — Wilkes-Barre trading area. And the new single facility — with studios in Scranton and Wilkes-Barre and transmitting from the Wilkes-Barre site — will enable Transcontinent to strengthen the ties between the two cities ... to maintain its policy of greater service to the community and to the advertiser.
WROC-TV, Rochester WGR Radio, WGR-TV, Buffalo WSVA Radio, WSVA- TV, Harrisonburg Represented by Peters, Griffin & Woodward WILK-TV, Wilkes-Barre WNEP-TV, Scranton
by Avery-Knodel, Inc.
Symbol Urn
" If] TRANSCONTINENT TELEVISION CORPORATION
Service isr
sponsor • 3 may 1958
|
w WAWSM Bruce Paschal j Assistant Sales Manager j MB Standard Fruit and Steamship Co. HJ • |
I AV Kenneth F. Browning B * 9 Tracy-Locke Co., Inc. |
|
|
J 1 Jl Hilburne Fulks f 1 V.P. in Charge of Marketing ■BStandard Fruit and Steamship Co. HI |
sell the 1 TEAM |
that buys the
TIME
Everett O. Liaboe
Account Executive
Tracy-Locke Co., Inc.
Standard Fruit Co., handled by Tracy-Locke Company, Inc. out of New Orleans, is one of the country's larger buyers of time.
The men pictured are some of the key personnel on this important team responsible for the purchase of air over many stations in America.
Every member of this buying team receives SPONSOR.
As a matter of record SPONSOR has by far the largest number of advertiser-agency paid subscribers
of any publication in the broadcast field — 7622 as of
21 December 1957. 50% larger than the next big book in
the industry.
SPONSOR really reaches the team that buys the time. Reaches thousands more of them — reaches them more economically than any other broadcast or general advertising journal on the market.
By every independent survey ■ basic station buy.
SPONSOR is the
Before you finalize your advertising schedule get to see
SPONSOR'S new picture story "TO THOSE WHO LIVE ON AIR"
It's a 50 slide presentation — in color — packed with
vital information every station manager ought to know.
And it's yours for the asking. Just drop a note on your
letterhead to:
SPONSOR — 40 E. 49th Street — New York 17, New York.
3PONSOR
sells the TEAM that buys the TIME
If your clients
give a hoot about sales . . .
. . . switch your San Antonio bud- get to KONO — the station that's No. 1* throughout the day — the station with sales appeal — the station that has more national and local advertisers than any other TWO San Antonio stations. Get the facts . . .
See your || " If representative or Clarke Brown man *Feb.-Mar. Hooper gives KONO 28.3 share of audience with a big 17.5% sets-in-use tally 860 kc 5000 watts
E3 EK3
SAN ANTONIO
Radio
49th am Madison
Spot: a shadow medium? We at the Television Bureau of Adver- tising were concerned to see your head- line: "Spot: the shadow medium," in your April 12th issue of sponsor. While we can't speak for spot radio, we certainly can and have been for spot television. Let's look at what we have done and see just how "shadowy" spot television is today.
TvB is about to issue its Second Annual Spot Report of expenditures in spot television by advertiser and by brand. Thus, TvB, by a full year, leads all broadcast media in the re- porting of brand expenditures.
TvB's Spot Sampler, a milestone in measurement of the delivered audience of spot television (unlike the coverage information provided by other media) has been in constant use by the leading agencies and advertisers. . . . TvB's "Focusing the TV Spotlight" presen- tation alerted an estimated 6000 ad- vertisers in person. . . . TvB's special Nielsen tabulation shows how to deter- mine an individual spot's rating . . . is the first such definitive research available. . . . TvB's unique Nielsen studies enable spot advertisers to mea- sure the reach of their schedule in terms of customer-homes, heavy vs. light consumers of this particular product, and the best market for that particular advertiser. Such informa- tion has never been available in any other medium. . . . TvB has also been instrumental in the promotion of spot television through the trade press of a variety of industries. For instance, TvB based articles concerning spot ap- peared recently in the following: Women's Wear Daily, Department Store Economist, Linens & Domestics, Drugs & Cosmetics, Coffee & Tea In- dustries Magazine, and Quick Frozen Foods Magazine.
. . . TvB is about to release tran- scripts of ID's which will form the first such compendium ever compiled. This, plus the listing of who uses ID's. the time of day, and their expendi- tures, will form a basic tool for the evaluation of this form of spot televi-
SPONSOR • 3 MAY 1958
sion.
In the effective use of our own spot television information, TvV can cite its work with Philip Morris, Clorox Chemical, Lipton Tea, Stephan Sham- poo, National Association of Insurance Agents, National Board of Fire Under- writers, the New York Stock Exchange test, the New York Life Insurance test, Conoc, Esso and others.
It is hard to decide what more should be done to measure spot tele- vision once you have covered its bill- ings, its audience, its flexibility, its cost efficiency and its impact. TvB has had an uphill fight to acquaint even the trade press with the material avail- able from us concerning spot. You can be certain that both Printer's Ink and Advertising Age have been con- tacted concerning their omission of spot television information.
This spot information from TvB, as you know, is only a part of our total operation. We can show just as com- plete a documentation of our measure- ment and promotion of network tele- vision.
Actually, much of our promotion of television concerns all of television which includes both network and spot. You can see why we are concerned about your editorial, particularly when SPONSOR itself has run some 4696 lines on spot television based on TvB in- formation just since July. We believe that we provide far more than "a few standard statistics" but we would cer- tainly welcome any suggestions you can give us for new areas of explora- tion.
Norman E. Cash President, TvB New York
New reader
At a recent convention of trade asso- ciation executives, your publication, SPONSOR, was brought to my attention for containing interesting and valuable material.
In view of this recommendation from some of my associates, I should like to receive a copy of the last issue of your publication with a view toward entering my subscription after exam- ining this copy.
Leon Grizer
exec, dir., Retail Dry
Goods Assn., Inc.
New York
• We're always glad to see new faces.
KOSI'fi big
round family
sound
hae
EAR APPEAL!
February Pulse rates KOSI No.l Independent in IB-station Denver Market
Every Denver listener knows that a spot on KOSI goes in one ear— and stays there! KOSFs well-rounded sound appeals to the entire family . . . keeps everyone at attention while creating the urge to splurge. Cost per thousand figures using Pulse or Hooper offer proof that the "bonanza buy" in Denver is KOSI.
SEB PETRY FOR KOSI, Denver, and KOBY, San Francisco's dominant family station in Hooper, Pulse, and Nielsen. WGVM, Greenville, Miss., No. 1 in Hooper and Nielsen. Call Ed Devney.
PETRY MAN
Mid-America Broadcasting Company
SPONSOR • 3 MAY 1958
New York Los Angeles Chicago Philadelphia- Wilmington Detroit Boston-Manchester
Cleveland
New Haven
St. Louis
Washington
Providence
Indianapolis-
Bloomington
Minneapolis-St. Paul
Baltimore
Cincinnati Dallas-Fort Worth Atlanta CHARLOTTE
Compare all major national television markets! The Charlotte-WBTV Television Market ranks twenty-one in the nation.
Television Magazine proves that a market is "people delivered"... not geographical outlines . . . and credits WBTV's 71 -county coverage area with 602,361 sets . . . twenty-one in the nation. Compare all national television markets! Then call CBS Television Spot Sales for complete facts on the nation's twenty-one market.
* Standard Kroadcastino Company
^ SPONSOR
What price marketing?
^ Agencymen at 4A's meeting predict more use of spot by recession-hit hard goods who're trimming ad spending ^ Key problem of agencymen today is maintaining level of profit against the inroads of costly client services
By Evelyn Konrad
T WHITE SULPHUR SPRINGS, W. VA. wo major problems concerning agency management executives gath- ered at The Greenbrier last week for the 4A's annual exchange of thoughts :
1. How many collateral services must today's agency offer clients to do a well-rounded job in this competi- tive climate — and how are agencies to be reimbursed for the vast operating costs implicit?
2. What will be the likely extent and duration of the current recession — and how can the agencies and their clients protect themselves against it?
While discussions on marketing services and a forecast of the nation's economy (by National Industrial Con- ference Board chief economist Martin Gainsbrugh) were among the high- lights of the agenda, these subjects had the edge on the more informal and private cocktail party and golf course idea exchanges as well. In the re- laxed (though unseasonably chill I surroundings of Greenbrier, growing agency services and the recession were the two problems common to all from management executives of agencies
billing $1 million or less to those from the $200 million-plus giant shops.
Both problems ' will have a far- reaching impact upon air media, net- work and spot, before the year's end. To measure the type and extent of these effects, sponsor discussed these questions with top management execu- tives from a wide cross-section of agencies ranging from such New York-centered giants as BBDO, J. Walter Thompson, Wm. Esty, Bryan Houston, Warwick & Legler and Grey Advertising; to Detroit majors Campbell-Ewald and MacManus, John & Adams: Chicago Needham; Louis & Brorby, Tatham Laird and Waldie & Briggs; New Orleans' Fitzgerald; San Francisco's Guild, Bascom & Bon- figli; and even two German affiliates, each with a staff numbering over 200, Die Werbe G.m.b.H., Essen, and William Wilkens Werbung. Hamburg.
Here's uluii agencymen predict for fall 1958:
MacManus, John & Adams' Ernie Jones sees suing to spot "bought on shorter term."
Here are some of the conclusions that developed from this depth-inter- viewing:
• Agency compensation, as ques- tioned in Prof. Frey's report to the
\\ \. continues to be the overriding "big problem" in closed-door sessions. And there's no single solution forth- coming. Not only does the interpreta- tion of what constitutes marketing services vary from one agency to the next, but compensation for them fre- quently varies as much from one client to another within the same agency as it does among agencies.
Problem: The same extent of mar- keting services that were covered by media commissions one year may not be adequately paid for when the client's media strategy shifts from network to costly-to-handle spot.
• Agencies are beginning to pay the price for their own stress on mar- keting services during the past year or two. As the commission system came under fire, agencies fought back by emphasizing collateral services. But under the normal stimulus of agency competition, they were drawn into a "marketing-armaments race," with giant agencies battling for marketing supremacy.
Problem: In this period of reces- sion, all clients are making demands for these services. The squeeze is on the medium — or small-sized agency which can't staff competitively with the giants. And the pressure's on the big shop to come through with proof of the claims made for agency mar- keting aid in less critical months of 1956 and 1957.
• Effects of the recession are likelv
lo show up in fall media strategy. I here's little question now but that billing on automotives, hardest-hit by the business set-back, will be substanti- ally off in the fall. However, sponsor's discussion of media problems with heads of varying size and types of agencies indicates that a number of accounts not hit by the recession may swing toward heavier use of spot as well.
Problem: Some soft goods adver- tisers, although sales are up, view long-term network commitments cau- tiously and may substitute spot tv and radio in fall. A shift in balance be- tween network and spot would affect the operating costs and profitability of the agency billing under $20 mil- lion, particularly.
One tv/radio forecast for 1958 and 1959 was common to meet top agenc^ - men interviewed: Air media billings have not yet reached their growth potential. Most agencies anticipate that tv and radio will account for a still larger share of the advertising dollar during the next year or two than they have in their recent boom years.
"The agency whose accounts are diversified, including not only the big-ticket products hit by temporary business set-backs but fast-moving items as well, should show the same proportion of air and print billings in 1958 as it had in 1957," Dave Danforth, BBDO executive v.p. and newly-elected 4A's chairman, told SPONSOR.
"At BBDO, we're also anticipating
the same breakdown between network
and spot tv, based on the fact that our
{Please turn to page 52)
Guild, Baacom * Bonfigli'a Gil Burt "-[mi radio "ill boom, due to lo* coat"
Campbell-Ewald'a Tom Adams Bay "Client-- will buy cautiously, spot may grov
Estv-s Dr. Wulfeck for-,.,- further air me- dia growth in 1959: "This fall like fall '57."
SPONSOR • 3 MAY 1958
Crusading for an end to nal
counsel; Jack Thayer, WDGY dent of Storz Stations; Adam
Young, Adam Yo
|
recent meeting of Storz Stations in Chi |
cago. (L to r): II, |
b Do |
|
Armstrong, WHB; Clifford Barborka, J |
r., John Blair Co.; |
Todd |
|
tew an. program director; Jack Sandler |
WQAM; and Bol |
Tih. |
Spot radio tackles the local rates
^ The Storz Stations, in a bold move that may even affect their own hillings, hit out at a spot bugaboo
^ From now on there exists no doubt as to who pays national and who pays local rates, ending old confusion
By Bill
I he tangled, thorny briar patch of national vs. local rates in spot radio has just been run through by a bull- dozer named Todd Storz. Whether the briars will jungle up again remains to be seen. But at the moment things look hopeful by this joint action of the Storz Stations and their representatives — John Blair and Adam Young.
Effective 1 May, the Storz group set up a clear-cut line of division between who pays national rates and who pays local. The line was drawn at the semi- annual conclave of the group held at Chicago's Sheraton Hotel from 17 to 20 April. Here is the new pattern of rate differentials:
• All product accounts shall be charged the prevailing station national rate as published in Standard Rate and Data Service.
• All retail accounts shall be charged
Miksch
the prevailing "local" or "retail"' pub- lished rate. However, in certain in- stances there are products and/or serv- ices that do not easily conform to either of these two basic classifications.
• In no event will any account be allowed consideration at the local rate unless the following conditions prevail:
(1) Continuity, either live or elec- trical transcription must be produced and written at the local level in each market. No electrical transcriptions produced for general national use or parts thereof may be used on sched- ules carried at the local rate.
I 2 I Continuity for a "local" or "re- tail" account must consist of such in- formation as retailers' local name, ad- dress, telephone number, store hours, and other purely local information for at least 51% of the length of any given piece of continuity. Advertisers using
the local rate may not employ general institutional or product continuity of an established brand or service name for more than half of each commercial message.
(3) Certain local products will be allowed the local rate provided: (a) Distribution of the product is limited to the immediate trade area of the city involved; (b) products in this category are manufactured or processed from only one source within the scope of the trade area involved; (c) the local prod- uct account, in general, does not em- ploy an advertising agency or is repre- sented by a local advertising agency or by a branch of a national agency op- erating in this instance only as a local agency; (d) any contract with the sta- tion for advertising of products in this category is written and executed at the local level with billing rendered to a local address, the address being either that of a recognized local agency or a bona fide fully-operating office of the advertiser; (e) payment for advertis- ing rendered to accounts in this cate- gory shall be made by check drawn solely on banks located within the local market involved.
The problems presented by the com- mon practice of stations offering local
SPONSOR • 3 MAY 1958
Spot Radio Long Plagued
i the home-town bo) a break" reall) started something national vs. retail ad
voritism toward the local merchant who naturall) didn't have an advertising budget to compare with corporate
national level. When radio came on thi - it was quickly adopted l>\ stations understandably so (n\ stations h ■ r subsidiaries.
I!\ the mid 'Id- about 76^5 of all radio stations had two rates national and local. Some even had a third ertis - Local rate- then i and -till do) averaged about 50^? less than rates paid l>v na- tional advertisers. Some local or "retail" rates high as T.i ' , less. What this amounts to can be seen in the fact there are several time- - I radio
national, and about 60 times as man) local advertisers as national and regional together. It was only a question of time until some national advertisers figured a way to "beat the game." Local dealer co-op fund-, dealer associations, franchise dealers, wholesalers, chains, jobbers, manu- facturer's representatives and every other national con- nection at local level were used to buy time to ad national brands at retail dealer ad rates, \mong tin-
By Local Rate Problems
most flagrant violators of what might be termed an
ethical code ueie 1 1 n ■ bee] aceoiml-. auloinot i\ e-. drug
d.ain-. oil companies. Those who went to the trouble of having their agencies travel timebuyers to set up local deal- found thej wre getting about twice a< much air time for the same mone) as were theii less aggressive competitors. The lattei came to view spot radio more as a field for sharp operators and bargain hunters than egitimate medium. Reps tried to argue that na- tional accounts paying national rates got best of avails, - the cliche, mone) lalk>.
In the majoi market-, especiall) with net-affiliates and big prestige stations, the double rale is not so common. Time is time, and the local pays the same as the national account. But in smaller markets, especially throughout the Southeast, double or triple rate is the rule rather than the exception. One rep who surveyed his stations with question, "What i^ local rate situation in your market/" 1 man) replies of "Rough," "Simpl) terrible." In compete with other stations in their market for local business, even enemies of a double-rate system are forced to participate.
Storz Stations have set up rules, which, if adopted universally, will safeguard the system for all clients.
or regional accounts rates ranging up to as high as 75% less than national advertisers pay have been many. .Na- tional accounts and their agencies were quick to grasp the meaning of such a s\stem. Send out timebuyers and make a deal direct, use local distributors and dealers, co-op funds and any other means to circumvent the national rate by buying direct. Beers, automotives, drug chains and oil companies went off to make their deals as "local" or "re- tail ' accounts and save an average of 50' ! . Their less enterprising — but more ethical competitors — were often chagrined to learn of such differentials and lost interest in spot radio advertis- ing. Their view of a competitor com- pan) |>av ing half as much as they paid for the same air time was understand- ably dim.
Under the Storz plan just adopted, lure are the accounts that will get na- tional or local rate-:
• W ill pay national rate: (1) Me.
beer, and wine. (2) Vutomotive dealer
associations and or regional or zone
offices of automotive manufacturers.
- . di-ti Lbutoi or u holesaler of a
national product or appliance. I I I
Food brokers, drug jobber- and othei product brokers. (5) Manufacturer's representatives. (6) Petroleum prod-
ucts. (7) Publishers. (8) Transporta- tion companies and facilities operating generally in interstate commerce.
• Will pay local rates: (1) Soft drink franchised bottlers. (2) Finance companies. (3) Banks. (4) Retail clothing and grocery chain stores, etc., when advertising said stores. (When only the retailer's store is advertised, the copy restrictions mentioned earlier in Sections 1 and 2 are waived. I
Todd Storz sees that conforming to this policy will have immediate and far-reaching effects. "It will mean," he says, "that in some instances the na- tional representative will be selling our stations at the local rate. It will also mean that our local salesmen will some- times be selling at the national rate.
"We believe," Storz continues, "that our present definition will warrant re- finement after some experience has been achieved in operating under these ground rules. But, even under this policy, any account can quickly ascer- tain whether they will be entitled to the local or national rate. Our stations will not deviate from this policy."
How are the advertisers going to take it? What will be the feelings of those accounts which have been ma- neuvering to get national advertising at the "retail'-' price?
Storz says, "Wbile we realize that this move may cost us considerable billing in the immediate future, we are hopeful that in the long term our sta- tions will benefit by this firm rate pol- icy. Radio deserves better treatment than to be sold on a barter basis." The Storz Stations are: WDGY, Minne- apolis-St. Paul; WHB, Kansas City; WQAM. Miami (John Blair Co. rep- resented I , and WTIX, New Orleans (Adam Young represented).
A new confidence in spot
Adam Young is also free to admit that national advertisers who have been taking advantage of local rate loop- holes will shortly face some hard de- cisions. But he also feels that the new confidence of all advertisers in spot radio once inequities have been elimi- nated will be beneficial to the industry. In fact, it is Young's hope that his other stations will follow suit as well as stations of other reps.
I f the policy were to be adopted gen- erally by those stations that now have local and national rates, then here is what could be expected:
• No longer would the local radio station be in a position of seeming to favor either its national representative or its local salesman. The confusion
SPONSOB • 3 MAY 1958
that has existed for years would be gone.
• Broadcasters would have two sales forces — local and national, operating in harmony and mutual enthusiasm.
• Representatives would be able to sell time to their clients which would be no different were the client to contact a local salesman and buy through him.
• Advertising agencies would no longer be forced to travel timebuyers either as deal-makers or as detectives.
• Spot radio could be purchased with complete confidence in all mar- kets. No longer would embarrassed agencies have to explain to clients why another got a "better deal."
The practice of setting up lower advertising rates for local clients than for national goes back a long way. The newspapers started it in an effort to favor the local merchants whose budgets for advertising were bound to be slighter than those of the large corporations operating on a national scale. In theory it was a case of charge what the "tariff can bear."
Radio was quick to adopt the same practice. The adoption was natural, in- asmuch as the stations were either owned by the newspapers or in compe- tition with them for advertising dol- lars. Some stations even added a third rate card for regional advertisers.
The cost differential between na- tional and local rates is astonishing. In extreme cases the local rate may be 75% cheaper than the national rate. In general, however, the local client is favored by a 35% to 55% differential.
Thus it is easy to see what a sub- stantial saving a national account can effect provided it can manage to find a loophole enabling it to take ad- vantage of a station's "local" or "re- tail" rate. And many have found the loopholes.
It is true that within larger markets — especially among net-affiliated or larger stations — the practice of having local and national rates is less common. Many of these stations get along hand- somely with a single rate for all cli- ents. This is the Utopian situation. But where stations are more fiercely com- petitive and perhaps hungrier, the dou- ble-rate (sometimes even triple rate, for some even have a third rate card for regional advertisers) will prevail. So as long as double rates continue, the main thing seems to be — make it clear who pays what. ^
sponsor • 3 may 1958
NET TV: NEW INCENTIVES FOR CLIENTS
The battle for fall network tv business is beginning to shape up. In the last month, two networks revised their rate cards to hike up maximum discount rates as an incentive to advertisers. NBC TV moved first with its April Rate Guide, raising its maximum day- time discount from 25% to 30%. Last week, ABC TV brought out its Rate Card No. 8 with a maxi- mum discount increase from 30f^ to 32.5%. So now only CBS TV remains with an unchanged card and a maximum discount rate of 25%.
Rumors that CBS TV is also at work on a new card have been denied at the network. But many admen are asking how long they will hold out. The guess of many is that by fall, CBS TV will be out with a revised discount system too.
The revisions by NBC TV and ABC TV appear to point up the fact that television is trying to get away from the rate structures carried over from radio. They also point up a desire to offer clients still more incentive for long-term firm commitments, heavier frequency, daytime buys.
The ABC TV rate card, for ex- ample, increases the discount on each time period contracted firm and non-cancellable on an every week basis for 52 consecutive weeks from 5-7%. But it has not increased its 5% discount on each time period contracted firm and non-cancellable for 26 alternate week telecasts over 52 consecutive weeks.
The new card also establishes rates for one-minute participations at 22% of the hour rate in Class A time, 16.5% in C and D time (four commercials per half hour) and 15% of the hour rate in C and D time (six commercials per
half hour) . The ABC TV card be- came effective on 15 April.
The new discount plan at NBC TV becomes effective on 1 Octo- ber. It provides for annual dis- counts to year-round advertisers sponsoring a combination of day- time and evening programs, or a combination of every-week and alternate-week programs. It also provides hourly discounts on a fortnightly basis instead of the present one-week span. This is supposed to give flexibility with- out penalty to advertisers on an alternate week basis.
Requirements for reaching the 25% maximum discount are reduced. It is now possible for an alternate week sponsor of both nighttime and a daytime program to earn a 10' < annual discount. Advertisers who sponsor multiple program periods on a year-round basis can get a 15% annual dis- count. Thus an advertiser with an every-week evening half hour and an alternate week daytime half hour will be entitled to the maxi- mum annual discount of 15% on both programs. Under the present structure, the same advertiser would have earned 10% annual discount only on his evening half hour.
The 25% maximum discount will now be offered to the adver- tiser who uses one and one-half hours weekly rather than the two hours now required.
In addition, advertisers sponsor- ing daytime periods may earn up to 5% extra discount on these periods by ordering line-ups of 100 or more interconnected op- tional stations ( exclusive of the Program Extension Plan Group and associated Stations). Thus the maximum daytime discount is in- creased to 30%. ^
HOW NET TV RATE CARD REVISIONS ARE UFPING DISCOUNTS
Maximum discount 30% 32.5%
Card unchanged
25 %
Old Ne«
25% Ml',
Oona O'Tuna drops anchor in
B*reast-0'-Chicken Tuna. Inc.. lias two new skippers at the helm this year. One is George Dew, company president. The other is Oona OTuna, who captains the firm's fishing fleet.
The latter is a cartoon character, broadly beamed fore and aft, cut from the same sailcloth as Tugboat Annie. Hers is an adventuresome life, with a recurrent challenge: to get her boat loads of freshly-caught tuna back to the packing plant on a tight time dead- line. How she overcomes a long list of obstacles to insure fresh delivery provides a continuing theme for the company's commercials.
The new cartoon character was de- vised for three purposes: to establish a symbol for both the company and its business practices; to create interest in the symbol itself; and third, to pro- vide a symbol which would be ani- mate for tv, yet visual for carry-over into other marketing areas.
This cartoon approach is a depar- ture for Breast-O'-Chicken.
"The new ad approach is one of the I 'est things that ever happened to BOC," says Larry M. Kaner, sales vice- president and advertising manager of the companv. which was founded in 1912.
"It reflects our thinking and the agency thinking that advertising must first be entertaining and interesting," he continues. "But, of course, it must also sell. We doubt very much, though, if you can win loyal customers unless you make them your friends. In other words," he summarizes, "first sell your company, then sell your product."
Oona OTuna has been presented in spots. This, too, is a departure for the company. Last year it backed a network spectacular, The Maurice Chevalier Paris Show. This year the emphasis is in particular markets. The reason, explains Bob Footman, BOC account supervisor for Guild, Bascom & Bonfigli, San Francisco agency, is that "there are few national products."
"If a product has genuine national
distribution," he adds, "then it should have nation-wide media, like network tv. If it doesn't have national distri- bution then it should concentrate on markets it has, or where distribution is impending."
BOC demonstrated its belief in Oona O'Tuna by allocating an ad budget well in excess of $1,000,000 for this campaign which runs until October.
Campaign peak
The campaign, which began last fall and has been building momentum since, will reach its peak this month when all media will get heavy play. Oona O'Tuna set sail last 1 Septem- ber on KCOP, Los Angeles, with 90- second spots, combining animation and live action.
The debut occurred with a filmed show called Wanderlust. Two weeks later it broke on KLZ-TV in Denver and WTOP-TV in Washington, D. C, and on 1 October on WWL-TV, New Orleans. It ran six months in each of these markets.
Wanderlust was chosen to set the right mood for Oona O'Tuna's adven- tures. This philosophy of relating the show to the commercial is termed "fu- sion" by Courtenay Moon, GB&B vice- president in charge of tv. He believes there is good "fusion" when "the show is of such nature that it provides a favorable selling climate for the type of commercial we use.
"We don't want an emotional wrench between show and commer-
Company team
ew, v.p., management group at Breast-O'-Chicken Tuna includes, (1. to r.), lales-adtg.; <,r.>rge Dew, pres. and Wilson Edwards, merchandising mgr.
latcd portion of commercials features O'Tuna, firm's fishing fleet skipper
SPONSOR • 3 MAY 1958
spot tv
^ Breast-O'-Chicken Tuna company is beginning to see results of last year's changing management, ad philosophy ^ A cartoon character, fleet skipper Oona O'Tuna, was created first for tv, is now used to tie in other media
cial," Moon explains, "and that's why, as a general rule, we don't sponsor dramatic programs or any programs heavy in suspense. We like the viewer to slide from the show into the com- mercial and out again in an easy man- ner. We feel this makes the viewer more receptive to the commercial mes- sage. Pulling away from a dramatic shot showing a body with a knife in its back, with 'and now a few words from our sponsor,' makes things tough for the commercial message. Who's in the mood?" he asks.
In explaining the concept behind the commercials, Maxwell (Bud) Arnold, GB&B vice-president and copy chief says: "Oona's adventures getting her tuna fleet back to port on time are pure entertainment, while subtly high- lighting the main copy point — that Breast-O'-Chicken operates its own fleet. The viewer then has informa- tion, lightly presented, which prepares him for the basic copy point in the 30- second live action close."
Launching the fleet
To launch the cartoon tuna fleet Alex Anderson, GB&B vice-president drew eight animated episodes. The live action segments were produced by Telepix Corp., Los Angeles, under the supervision of Karl Gruener, head of radio and tv production for GB&B in Los Angeles.
At the same time 12 all live-action spots were turned out for use as the second commercial in Wanderlust.
"These followed the same pattern," Ar- nold points out, "of getting the viewer to smile before we present our sales proposition."
A typical example of the latter goes like this: Announcer Hugh Conover opens by picking clocks off a fence with a rifle to "kill time." A quick guilt reaction follows: "you're sup- posed to save time" in Tunaville, home of the fictional cannery.
The copy then goes on to make four points. That quality control is a full- time process — from catching to can- ning. That the oil in which the tuna is packed can be used in salads (this highlights the basic difference between U. S. and Japanese-packed tuna: the former is packed in oil, the latter in brine.)
The third copy point is that BOC is offered in two types of pack: as solid meat or chunk style. The fourth point reiterates the basic cartoon theme of speed — "quicker off the clipper."
The efficacy of the campaign was not
long in showing in the four test mar- kets, which garnered an average in- crease in sales of 31%. Denver, for- merly a weak market, paced the gain with 87% while New Orleans, where BOC already had over half the market, went up 20%.
This success represented the payoff on a fairly heady gamble by the new management — president Dew and sales- ad director Kaner. The duo invested two-thirds of the available ad budget last year in creating the new com- mercials and getting them on the air.
The program has been broadened considerably from the initial opening on tv. On 19 March, billed as "the first cartoon in the history of radio," Oona O'Tuna debuted in 60-second spots in 10 markets. In five of them 30-second participations in d.j. shows are also employed.
Sound effects are the base of the ra- dio effort. The fleet skipper is blown apart with an explosion, put back to- {Please turn to page 56)
Fast delivery of fish to cannery provides ad- venture. Here, outer-spaceman becomes ally
Agency team : Guild, Bascom & Bonfigli s (1. to r.), Maxwell Arnold, Jr., v.p., copy;
iffers who contributed to new campaign include, Dan Bonfigli, partner and Peter McDonald, a.e.
SPONSOR • 3 MAY 1958
SPONSOR SPECIAL
Bright outlook for soft goods mean!
INCREASE IN HOUSEHOLDS
(over preceding year)
Low BBB%B%B*B*BVB*BfeB*l 1,425,000
during depression 1948
low BB" BBleBBeBBeBBBBl ----I BBlBBleBBeBl 1,650,000
rate of household ~ ^^^^^^^^.
BBKinaieBeBBeBi 1,432,000
formation durmg ,950
B^eBBBBlBBlBBleBBeB' 1 102 000 turn, lias led to '91' ^ ^ ^ ^ .
i . Bl 848 000
narrowing market 1952^^^^^^^^ «-»«,«««
for cars, housing BBBBlBBlB^BBtf 830,000
and appliances 19f?
BBiBH-BBi 559.000
1954
BBBBlBBlBBlBlfc'B1 895,000
1955
BBBYlBBlrBBBBlBfel 993,000
1956
BBlBBlBfeBfcBl 758,000
1957
Purchasing power
BBBBBBBBBBBBBBMittiBBBBBBBBB^ki^B^eB goods had re- A JL Jt A A A A A J 1 50,552
mained high with ^° ^.tak^^A^^-tak
prosperity and a TTTTxTxTT. 153,072
tS^SJ^Z I±&A±AAAAJi55,790
kept sales of £££££££££ J 158434
package and other 'S^a^^^^^^^j
■nil goods prod- *» ** ** m W W W W W W * *" "c
""" " hi?" ,evel i£*.£ •.•.££££ J .«,«6
l£££±££££±± .66,8.5
1956
£££££££££££..< , WlM0
1957
££££*££££££* .72,76.
1958
The market for
. , , ... U.S. HOUSEHOLDS PROJECTED
hard goods Will (overaae annuel increate)
gel Btrong impe- -^^-^.^ta-^fc-^ tn- from the ris- ^So^^
house- BBBBleBBBBlBBi 861
hold- 1I111 - .S^eBfeatiB^BleBBaBfei 1 047
ing the L960's.
■BBaii.BBBaflBHBiaBtil 1 ,200
1970-75
iu Bureau. Top charl Bhowa figures from 1 \|.r. each year. Middle chart u Bottom chart (in 1 'a) 1- considered Bervative by Borne experts
By Alfred J. Jaffe
■ wo adjacent headlines on the finan- cial page of a prominent newspaper last week provided a roundabout com- mentary on the advertising outlook for air media.
One headline noted that tobacco manufacturer R. J. Reynolds set sales and profit records for the first quarter of 1958.
The other, describing a General Electric stockholders' meeting, covered GE's promotional needle — "Operation Upturn" — which has been designed to bolster lagging sales.
What does this have to do with air media? Plenty.
It points up the well-known fact that soft goods are not suffering the sales problems of hard goods. Less obvi- ous, however, is the fact that the dif- ferent sales directions being traveled by both hard and soft goods are only partly a recession development.
The truth is that hard goods were due for a sales upset, anyway. And, by the same token, it will take more than the current drop in business to offset the promising outlook for soft goods. In a word, money not spent on an appliance will be plunked down for food, clothing, toiletries, etc.
This is all to the good for tv and radio. For the air media were nursed on soft goods, grew up with soft goods and will prosper in the future with soft goods.
The outlines of this future were be- gun more than 20 years ago when the depression caused a decline in mar- riages. The result was that men and women of marriageable age have been relatively scarce during the 1950's. In the late 40's and early 50's, the net increase in the number of households (a reflection of marriages) was above the million mark, hitting a peak of 1,- 650,000 for the year ending April '49. However. Census Bureau figures for
equally bright future for air media
^ Healthy sales of soft goods is being bolstered by fast rising population, a trend away from hard goods purchases
^ Despite heavy car and appliance sales in the past, the broadcast media still live by package goods advertising
April 1952 showed that the increase in households during the previous 12 months came to less than 850,000. This figure went as low as 560,000 for April 1954. It has picked up since then but has never hit the million mark.
The latest published census projec- tions on future household formation show that the million mark won't be hit again until somewhere between 1965 and 1970. This projection was made in 1955 and is considered con- servative today. At that time the aver- age annual figure for new households during the 1955-60 period was set be- tween 521,000 and 778,000. The actu- al average has been running above the maximum figure. Nevertheless, it is not considered likely by demographic (population) experts that a-million- new-households-a-year rate will begin before the early 60's.
It should follow, of course, that as the rate of new households declines, the demand for new houses, appliances and cars declines also. But one im- portant complication enters into the picture here.
As one economist close to the broad- casting business explains it: "Logical- ly, you'd expect a drop in hard goods demand in the early 50's when the drop came in new family formation. - The reason it didn't was that the pent- up demand for hard goods still wasn't satisfied at that time. Don't forget that new home building continued over the million-a-year mark until last year. First, there was a lot of undoubling among young families living with their parents or others. Later, as prosper-
ous times continued, people continued to buy homes. Government policy on low down payments also helped keep new homes sales up."
While it is true that once people buy their homes and appliances they will turn to soft good purchases, there are other factors bolstering the soft goods market. A big boost to sales has been the tremendous baby boom, a develop- ment which the census people never dreamed of in their wildest imagina- tion during the 30's.
The birth rate started rising notice- ably during the early 40's. Virgil Reed, J. Walter Thompson's popula- tion expert, puts the starting date at a very definite point in time — nine months after August 1940, when the draft law was enacted.
During the 30's, the baby figure hovered around 2.4 to 2.5 million births per year. In 1940 it went up slightly to 2.6 million. In 1943, it hit a peak of 3.1 million. In 1947, it went to 3.8 million. In 1955, it was 4.2 million.
The population jump had been a pump primer for sales of all types of products. With hard goods sales off now and the population continuing to climb fast, the picture, say many econ- omists, is one of a continually filling reservoir of purchasing power for soft goods.
The importance of soft goods to air media has been clearly spelled out time and time again by breakdowns of spending. The top 10 product cate- gories in spot tv, according to TvB's gross time estimates, were all soft
goods categories in 1957. Automotive (other than gasoline and lubricants) came in 11th in spending while the household equipment and appliances category was 15th. In 1956, automo- tive spending in spot tv was 10th, while the household equipment group was 13th.
These two categories are more im- portant in network tv but not as criti- cal to the medium as food, soaps and toiletries. During 1956 and 1957 auto- motive spending was in 4th place, ac- cording to PIB, while household equip- ment spending finished 7th both years. However, both categories showed de- clines from 1956 to 1957 while most of the other leaders showed increases.
In spot radio, except for automotive spenders, hard goods advertisers are difficult to find. Appliances have ac- counted for less than 1% of total spot radio spending during the past two years, SRA figures indicate.
There is no published source of in- (Please turn to page 70)
Virgil D. Reed, v.p. and senior economist at JWT, points out that trend toward lower marrying ages will start off higher rate of new family formation (resulting from rising birth rate in 1940's) in the early 1960's
UPWARD VIEWING TREND COMPARED WITH LAST YEAR CONTINUES: ARB
Tlif ABB tv viewing figures for 1958 continue to show increases over last year. ARB data for March show higher sets-in-use for practically every time period throughout the day and eve- ii i n t2 . Dips were confined to early morning viewing in all time zones and mid-afternoon in the Pacific zone. Increases were particularly marked at night in the Central zone. Nearly every time slot in that zone was up around five rating points.
Average tv sets-in-use by time zones, March, 1958 Monday thru Friday daytime
Radio/tv
1958 1957
Central Pacific Total U.S.
1958 1957 1958 1957 1958 1957
7.9 9.2 8.3 11.8
4.7 3.4 4.2 4.6
|
8:00 |
16.1 |
16.0 |
15.5 |
18.1 |
5.6 |
8.6 |
11.2 |
12.1 |
|
9:00 |
13.9 |
13.6 |
16.3 |
14.4 |
9.1 |
11.9 |
12.4 |
13.1 |
|
10:00 |
15.6 |
14.9 |
20.9 |
15.8 |
9.9 |
9.1 |
14.1 |
13.1 |
|
11:00 |
21.7 |
16.7 |
20.9 |
17.9 |
15.4 |
14.0 |
19.8 |
15.1 |
|
12:00 Noon |
24.4 |
21.7 |
21.3 |
17.0 |
16.6 |
16.0 |
20.7 |
18.7 |
|
1 :00 PM |
16.6 |
12.0 |
19.4 |
16.8 |
13.7 |
15.0 |
16.8 |
13.2 |
|
2:00 |
14.4 |
13.7 |
19.2 |
15.9 |
8.8 |
9.1 |
15.9 |
15.0 |
|
3:00 |
19.3 |
17.7 |
21.8 |
20.5 |
12.1 |
10.0 |
18.6 |
16.8 |
|
4:00 |
27.5 |
22.7 |
27.2 |
22.4 |
18.4 |
14.7 |
23.4 |
20.8 |
|
5:00 |
35.7 |
33.4 |
32.4 |
31.6 |
30.7 |
31.7 |
29.2 |
26.0 |
Sunday thru Saturday evening 6:00 PM 39.8 35.1 53.6 44.2 49.9 45.9 34.2 31.0
|
7:00 |
55.6 |
48.7 |
68.6 |
63.6 |
65.6 |
62.2 |
50.5 |
42.7 |
|
8:00 |
68.9 |
65.9 |
70.3 |
65.1 |
71.6 |
66.0 |
64.1 |
60.4 |
|
9:00 |
67.8 |
61.1 |
63.9 |
58.7 |
63.4 |
60.5 |
66.7 |
62.1 |
|
10:00 |
52.7 |
52.1 |
35.2 |
30.2 |
40.3 |
39.0 |
58.2 |
56.0 |
|
11:00 |
24.3 |
20.2 |
17.1 |
12.1 |
17.1 |
12.8 |
34.9 |
30.4 |
|
12:00 |
13.6 |
9.7 |
4.2 |
3.6 |
5.4 |
3.8 |
21.6 |
17.9 |
f\l the 36th annual convention of the National Association of Broadcasters in Los Angeles last week, the nation's radio and television industry heard it- self challenged to meet several oppor- tunities:
• CBS president Frank Stanton called for radio and tv to fulfill their responsibility to their country by keeping the public better informed in this "new age" of satellites and ICBM's.
• McCann-Erickson president Mar- ion Harper called for broadcast media to help the country meet domestic and international challenges through more public service, more educational pro- graming, harder selling.
• FCC chairman John C. Doerfer called for radio and tv to take greater advantage of its opportunity to edi- torialize— and live up to its public ob- ligation to do more than just report the news.
• NAB president and board chair- man Harold E. Fellows called for in- dustry recognition of the tremendous public service performed by FCC com- missioners and their staffs — and pro- posed that the Federal government pay any future travel expenses necessary for the FCC to continue doing its job.
CBS's Stanton, delivering the Tues- day morning keynote address, insisted that the real danger from Russia's satellites and ICBM's lies in "the falling off of an aroused, interested, alert people once the initial shock of the discovery of new realities lapses." Stanton said that broadcasters "face the duty to get before the American people a continuing report of what is going on here and abroad."
"We must make absolutely sure," he added, "that we do the job so well that there will never sneak up upon this nation a Pearl Harbor of ICBM proportions." Both networks and sta- tions, he continued, "must see with complete clarity the urgency of this information-disseminating fund ion, and come to an unqualified determina- tion to do the job. We must throw tin- full weight of our skills, experience and resources behind this effort, for this is the real test of the public inter- est, convenience and necessity upon which our franchises depend."
Stanton suggested "four fronts on which we must move." The first:
'challenged" at annual NAB convention
^ Speakers at 36th annual NAB meeting tell broadcasters they can and must meet the challenge of opportunity
^ McCann's Harper, CBS's Stanton, FCC's Doerfer, NAB's Fellows outline the broadcasters' responsibilities
"Resist with vigor and unity of pur- pose all shortsighted efforts ... to weaken the basic structure of broad- casting." The second: "Take a fresh look at the 'public interest, convenience and necessity'." Third: "Broaden our outlook of what constitutes an ade- quate news service." And fourth: "Join the rest of the press in the fight for the right to get information and . . . report it."
Speaking at the Tuesday manage- ment luncheon, Harper proposed that radio and tv go "all-out" to participate in the Advertising Council's four- month campaign to build confidence in the economy. The campaign, he said, "can contribute a vital share of in- fluence in conditioning a state of mind to bring a return of prosperity."
Harper also urged intensified selling efforts to generate greater advertising support behind industry's products. He emphasized that periods of reces- sion offer the best opportunity for im- proving competitive positions in an in- dustry, and offered as proof the fact that of the 100 largest advertisers, the 20 leading growth companies are those which increased their ad spending at a far higher rate than the average in- crease in national ad spending.
However, Harper cautioned radio and tv that its ability to meet today's challenges depends on its public ac- ceptance. "Your audience relations, public relations and government rela- tions can be seriously damaged by even occasional triple-spotting, or by even occasional offensiveness or bla- tantcy of commercials." He concluded by emphasizing that those aspects of community and national life in which the American people most want better- ment are the very ones which the ca- pacities of broadcasting are ideally equipped to serve.
At Tuesday morning's keynote ses- sion, FCC chairman Doerfer chal- lenged broadcasters to do more than run a business — to, in fact, build "a great new institution." Broadcasters, he said, "have not yet approached their potential in developing the art of commenting on the news or local prob- lems."
Doerfer insisted that "10 years is a long time to stand in stunned silence — especially when the press continues to appropriate this field unabated and virtually unchallenged by the only oth- er effective medium of mass commu- nications that exists."
Broadcasters have no real reason to
fear sponsor disapproval for editorial- izing, Doerfer insisted, any more than newspapers and magazines fear adver- tiser disapproval for editorializing. "It is difficult to see why a good edi- torial program should drive away sponsors and audience," he main- tained. "In fact, new and exciting programing should attract both."
NAB president Fellows, speaking at Wednesday's luncheon, praised the role that the FCC and its staff has played in the development of the broadcasting industry. And, he added, if the FCC is to continue to contribute doing its job, its members must also continue to travel, to attend association meetings, visit networks and stations.
"If commissioners are to keep abreast of sound and proper adminis- tration of the law," said Fellows, "they cannot live in a cave. This is not a business of manufacturing cement blocks. This is a dynamic business which touches the lives of millions of people every hour of the day. Com- missioners must visit to know — they must talk with and to broadcasters."
"If government officials must travel to observe, to learn and in other re- spects discharge their official respon- sibilities," Fellows continued, "then let the government pick up the tab and re- lieve industry of the responsibility."
Fellows called upon broadcasters to "resist any restraint which will make it impossible for government execu- tives ... to become acquainted with the new developments and the practi- cal operating problems of the indus- tries thev regulate." ^
McCann-Erickson president Marion Harper
SPONSOR • 3 MAY 1958
SPECIAL PREVIEW:
What you should know about tv film
^ In June, McGraw-Hill Book Co. will publish a book called Television Advertising, covering every aspect of tv
^ The following excerpts are from the section on pro- duction, relating to the planning and production of tv film
Television commercials on film are best photographed <>n 35mm film, the standard size used in feature produc- tion for theaters. The quality is con- siderably better, both in pieture and sound, than the quality usually achieved on 16mm film. In addition, the larger film is easier to edit. Once the film has '(•in completed and approved, a cer- tain number of reduction prints are usuall) made in the 16mm size be- cause mam television stations are not equipped to handle 35mm film. In the reduced size the quality still is better than could be obtained by original photography on 16mm film, mainly because the finished product goes through many '"duping," (duplicating) processes to incorporate supers, optical effects, titles, composite scenes, etc., and the finest equipment to produce these effects is made only in the 35mm size. The principal reason for any photography at all in 16mm is cost, which is a good deal less than for 35-mm photography.
A similar situation exists when the commercials are shot originally in color, although 16-mm color film has quality advantages not possessed by 16-mm black-and-white. Some adver- tisers today prefer to have at least a portion of their commercial schedule photographed originally in color, even 1 hough for some time they will use onlj black-and-white prints made from the color original-. Such prints may Ik- superior l<> prints made from black- en, l-white originals because of the absence of grain in color films. On the other hand, can- must be taken to use colors that will register properly on the gra\ Bcale. Color photography of course is more expensive than com- parable photograph) in black and while (about 25 per cent I . largely due to the highei cosl of color film and i oloi processing.
In addition, ihc large magazines of
dim cannot be carried on a hand-held
camera, so the shots must be shorter; and. finally, most hand-held cameras are spring-wound and can run contin- uously onlv for relatively short scenes. An exception is the Arriflex with its 400-foot magazines, built-in electric motor and shoulder-strap storage bat- tery.
Some camera techniques
Before any actual shooting is done on a commercial, a schedule is worked out to make the most effective use of personnel and studio sets. Generally when outdoor shooting is included it is scheduled first in order to take ad- vantage of a possible good day that might be followed by rain. It would be taking quite a chance to complete the studio work and then find that the entire company had to sit around idly waiting for the sun to come out; this has happened, and it quickly runs up a formidable expense.
All the shots that are to be made on one set are made at the same time, re- gardless of where they fit into the com- mercial. For this reason, the final scene of the commercial may well be the first scene that is shot, being most elaborate. Then, perhaps, part of the set is taken down ("struck"), and some of the actors are dismissed. In the progress of a scene from long shots to close-ups, other parts of the set and the props that go with them may be removed, until finally the last shot made on the set may be a close view of one person in a very small part of the set. It is useful to keep this routine in mind in the preparation of the com- mercial. Obviously, it is uneconomical to call for an elaborate set that can be used only in one shot. It is much more practical to construct the commercial in such a way that the same set can be used for a diversity of purposes. For example, one set may be used to indicate different rooms by dressing parts of the set in different ways, but
of course this cannot be done where the whole room must be shown at once, Again, it is often possible to suggest a large setting in a small area by the use of strategically placed detail. A grand ballroom, for instance, often is suggested in a fairly small area simply by the use of a single, but elaborate, crystal chandelier.
This doubling up in the use of a set, however, must not be carried too far, or other values may be lost. Probably the greatest danger is in loss of depth. For example, a restaurant scene can quite adequately be represented by a table for two right up against a flat wall, but, since this has little depth dimension, it lacks charm and interest. A scene with other diners in the back- ground will be somewhat more expen- sive, but usually worth it.
When scenes are shot at different times and in different places, there is the problem of matching tone, or amount of light, on the scenes. It can be disturbing and bewildering to a viewer to see radical changes in light values from one scene to the next. This is a technical problem, but it is a prob- lem the cameramen constantly have in mind.
Sound systems
There are two methods used in re- cording sound for films: double system and single system. In the former, sound is recorded on a film (or mag- netic tape) that is separate from the picture film and is not, in fact, in the camera at all; in the single system, picture and sound are recorded on the =ame film, in the camera.
Practically all professional film work is done with the double system because it makes for much better quality. One film negative cannot serve most effec- tively both for picture and sound; so when both are photographically ex- posed and developed in the laboratory in one process, a compromise in one direction or the other always must be made. With a double system, a type of film negative best suited for pic- tures can be used in the camera and another type, best for sound can be used in the recording equipment. The ideal characteristics for picture nega- tive and sound negative are almost diametrically opposed, i.e., low con- trast for best picture reproduction and
SPONSOR • 3 may 1958
extremely high contrast for best sound reproduction.
Or, as is being done with increasing frequency, the original recording of sound may be made on magnetic tape, which not only permits higher quality than can be obtained on film, but in addition can be erased and used over again until the sound has been re- corded as desired. When a recording has been approved, the sound can easily then be transferred from tape to film. The final step, with the double system, after both picture and sound have been edited, is to combine them on one film, called a "composite."
A single system starts out with what is, in effect, a composite. It is less expensive, of course, than starting with two separate films; it is handier and it is quicker. For these reasons, single-system sound is quite useful for news films, on-the-spot interviews, sports coverage, and, in brief, in all cases where it is important to get the picture and sound while they can be had, regardless of quality, or where speed or economy must take preced- ence over quality.
Off-screen narration, sometimes called "voice over," is a good deal less expensive than on-screen (direct, live or lip sync) narration or dialogue. Picture and sound can be recorded at different times. Scenes are shot more rapidly, since they require only panto- mime, with no necessity to memorize
scripts and develop perfect readings. A partial exception to this is the situa- tion in which performers, usually singers, are called on to synchronize lip movements with sounds previously recorded. This is called a "playback." L'ven this is generally simpler and less expensive than shooting in live sound, although, naturally, it requires more time than shooting a silent picture without the need for synchronization.
Live sound is not only more expen- sive than off-screen sound, but con- sumes more time and calls for con- siderably more precise timing of scenes. A commercial with only two seconds too much live sound may have to be reshot completely. If this is not discovered while the cast, crew, and sets are on hand, it may prove quite costly. So, to provide at least some flexibility in timing, it is well to in- clude a sequence employing off-screen narration. The off-screen narration always can be done over, if need be, at a reasonable cost.
Off-screen music and sound effects are combined with the voice film sound track by a process called "dubbing" or "re-recording." Music may be used to heighten the effect of action, to help establish a mood, and to serve as a background adding dimension to off- screen narration. Often a sound effect, correctly dubbed in, can give the im- pression of live sound: a car starting, for example, a bell ringing, a ship's
whistle blowing. Many times this can be psychologically quite useful in a commercial: for instance, hearing the sound of a blowout in a tire commer- cial can add considerably to the force of the picture of the event.
Editing
Film editing, which consists of as- sembling, in accordance with the script or storyboard, the various scenes and sounds called for, is not a glamorous or widely publicized occupation, but it is vitally important. The final impres- sion made by the commercial depends greatly on the quality of the editing. A film editor faces problems similar to those of a director in changing from feature to commercial films. He must reorient himself to a sales point of view; he must not allow himself to think of the product merely as a prop; he must remember that the product, large or small, common place or un- usual, is the hero of the story.
The mood, or emotional content, of a commercial can be greatly affected by the editing. A sort of rhythm can be established. A scene may be broken up into views from different camera angles frequently, occasionally, seldom, or not at all, and the rhythm and effect of the scene will depend on which choice is made. When many fairly brief shots are used, a feeling of excite- ment and tension tends to be created, {Please turn to page 72)
Clark M. Agnew
"Television Advertising," McGraw- Hill's impending book on the princi- ples and techniques of tv, will be pub-
lished in June. It will run approxi- mately 300 pages, with 150 photo- graphs and line drawings. Price: about $8.50.
The authors of "Television Advertis- ing" are Clark M. Agnew (left) and Neil O'Brien (right). Agnew is presi- dent of his own radio/tv consulting- producing firm, Clark M. Agnew Co., Westport, Conn. He is a former art consultant to Lennen & Newell, and most recently was radio/tv director of Donahue & Coe before establishing his own firm last year.
O'Brien is in the editorial depart- ment of J. Walter Thompson and is also a lecturer and nistructor at Ford- ham University in radio and tv. He was formerly with Ruthrauff & Ryan, Kenyon & Eckhardt and Lennen & Newell in various radio/tv jobs.
The excerpts in the accompanying article are from the section titled
"Production Particulars." All of this published materialis copyrighted by McGraw-Hill Book Co.
Neil O'Brien
SPONSOR • 3 MAY 1958
As fall programing firms up, SPONSOR ASKS:
How strong will the tv give-away show
Four specialists in the field say tv give-aways Mill be bigger than ever, hut indications are that new for- mal will be keyed to more home audience participation.
Thomas W. Moore, vice president in
charge of programing and talent for ABC- TV, New York
The number of television programs of- fering prizes is going to get bigger. For those who participate in the pro- gram itself, there is the thrill of hav- ing a chance to win prizes which might otherwise be unobtainable. For the viewer, such a program offers imagi- nation— what it would be like to win such prizes for himself or herself.
Both cash and merchandise prizes have their advantages. A large amount of money as a prize is obviously a tre- mendous lure to contestant and viewer. Merchandise prizes, on the other hand, make it possible for the producer and advertiser to offer valuable items at small cost since many companies are willing to provide them at a price far below their actual retail value. In many instances, merchandise has value above and beyond cash since it may happen to be the very thing that the contestant has always wanted to own, but could never afford.
In maintaining quality entertain- ment, and at the same time providing economic advertising for the sponsor, merchandise give-away programs fill an important need in programing. Evi- dence of the success of tlii^ type <>f programing is the record of ARC TV's Do You Trust Your Wife? which has built steadil) in audience sizi .
J. C. Morgan, producer of "Do You Trust Your Wife'?", Don Fedderson Pro- ductions, New York
Timing
Harry Hart, Andlee Associates, Inc.,
contest and tv merchandise specialists,
New York
Home audience quizzes, as an adjunct to the studio-participant quizzes, will reach their peak next season. Their popularity started this season with shows such as Do You Trust Your Wife? and has been building ever since. Not that they are new. Entire programs in the past have been created around them such as Stop The Music. But our timing was right when we introduced it again.
A few years ago someone started the chain letter idea and it swept the world. The same thing happened a few years back when give-away shows came into style. It was just what the public wanted at that precise moment. It was only natural, therefore, after watching hundreds of people win thousands of dollars or prizes, that an offer to participate from your own home should become popular.
Producers must give the public what it wants or they aren't in business very long. Hence, the sudden appearance of the home gimmick on so many shows. This is the time to develop complete shows around the give-away. Before too long some courageous producer will bring out something completely different which will catch the public's fancy, and the popularity of give-away shows will begin to diminish. Mean- while you'll have more before you have less with each one trying to outdo the other. From a producer's stand- point, it's important to keep in step with the times. And the timing is right for home audience quizzes.
Home audience participation is becom- ing an integral part of the give-away format.
The quiz show producer has been forced to face the fact that, with so many quiz shows on the air, the view- ers' interest in seeing someone else win thousands of dollars in cash or prizes would pall. What better way to stimu- late the viewer, than to answer the uni- versal question "What's in it for me?"
Why does the viewer respond in such a gratifying manner? For one thing, the rules for the home viewer are usually very simple. Sometimes he does nothing more than write his name on a postcard. Americans love con- tests, and almost every one of them thinks he has a chance to win. And he does. Then, too, the current recession probably has some effect on it. Pro- ducers remembering the success of Bingo and Bank Night during the de- pression, undoubtedly believe that with unemployment and the tight money situation, more and more people will forego other expensive forms of enter- tainment to stay at home and watch television.
It's the responsibility of the agency, publicity and pr men to get the most for their clients' dollar. And they know that the giveaway show is the least expensive method of obtaining extensive coverage. They appreciate, too. the fact that even though they can't give a commercial spiel on a give- away show, the attractive manner in which their merchandise is displaverl creates a desire for it.
SPONSOR • 3 MAY 1958
fce?
What is the future of the give-away show?
The future of the giveaway show is comparable to the future of any form of entertainment — the good, solid shows will last — the poorly presented imitations will fall by the wayside — at any rate, we look forward to ar- ranging a trip to the moon for some lucky winner on some future give-away show.
Al CrOSS, advertising & sales promotion manager, Sabena Belgian Airlines, New York
The give-away show will gain in mo- mentum next season because more and more advertisers are realizing both the economy and impact of this type of programing. Certainly our participa- tion in tv network shows, quiz as we] as variety, has been very successful.
Show types are carefully analyzed and chosen so that our message hits the mass market — the women's market by day and the men's market by night. The highly rated daytime quiz show The Price Is Right alone provides us with millions of viewers both for our message and for an association with other products of similar high qualitv.
We have tangible evidence of the results of our quiz show participation. From reports by our sales managers in most major cities, we estimate that our offices receive about 400 telephone calls after each show. These calls, - asking for more information on tours or whatever was featured on a particu- lar show, usually result in a high per- centage of sales.
Our 1959 advertising plans include expanding our use of give-away shows, as we are thoroughly convinced of their selling power. ^^
POWER
to penetrate!
CKLW
CKLW-TV
. 325,000 WATTS
J. E. Campeau, President
* This powerful RADIO voice sends your message to a greater num- ber of listeners . . . you get more for your promotion dollar.
* This powerful TV signal is sent to a greater number of viewers . . . costs you less by exposing your product to a bigger audience.
ADAM YOUNG, INC.,
National Rep.
GENERAL OFFICES
GUARDIAN BLDG. • DETROIT 26, MICH.
SPONSOR • 3 MAY 1958
|
TELEPULSE |
RATINGS |
: TOP SPOT |
|||||||
|
Top 10 shows in 10 or more markets Period 1-8 March 1958 TITLE. SYNDICATOR. SHOW TYPE |
ratines |
7-STATION MARKETS |
5-STA. MARKETS |
4-STATION MARKETS |
3-STATION MARKI |
||||
|
link Put* |
N.Y. L.A. |
s. Fnu. |
B**. |
Chicago Detroit |
Seattle- Milw. Mnpls. Phlla. Tacoma Waah. |
Atlanta Bait. Bl |
|||
|
1 1 |
Highway Patrol (M) |
23.9 |
17.6 15.3 |
23.2 |
22.2 7 :00pm |
13.2 29.9 S:00pm 10:30pm |
10.5 21.2 22.5 27.0 21.7 wisn-tv kstp-tv wcau-tv knmo tv wtop-tv 10:00pm 10:30pm 7:00pm 7:00pm 7:00pm |
23.9 20.5 3( 7:30pm 7:00pm 10: |
|
|
2 7 |
Honeymooners (C) |
21.5 |
18.8 14.8 |
26.5 7 :00pm |
25.8 10:30pm |
13.2 23.5 wgn-tr wjbk-tv 9:30pm 10:30pm |
16.2 20.4 30.8 17.9 wcco-tv wrcv-tv king-tv wrc-tv 5:00pm 7:00pm 6:30pm 7:00pm |
20.5 22.3 2! 7:00pm 10:00pm 10: |
|
|
3 3 I |
Death Valley Days (W) |
21.0 |
13.2 14.8 7:00pm 7:00pm |
6.5 7:30pm |
14.2 19.9 10:00pm 7:00pm |
29.7 16.9 23.8 wcco-tv wTov-tv komo-tv 9:30pm 7:00pm 9:00pm |
14.5 11.8 6 :30pm 7 :00pm |
||
|
Sheriff of Cochise (W) |
20.0 |
5.9 15.0 7:00pm 7:30pm |
24.5 6:30pm |
22.5 6:30pm |
16.5 18.5 |
4.4 20.4 18.9 27.3 18.9 |
24.9 14.0 3 |
||
|
5 |
10:00pm 7:00pm |
10:30pm 10:30pm 6:00pm 7:00pm 7:00pm |
7:00pm 10:30pm 7: |
||||||
|
3 |
State Trooper (A) |
19.7 |
6.9 8:00pm |
18.2 kplx |
21.2 10:30pm |
22.2 12.2 9:30pm 7:00pm |
21.5 24.2 15.2 8.8 8.5 wtmj-tv kstp-tv wTcv-tv ktnt-tv wmal-tv 9:30pm 9:30pm 7:00pm 8:30pm 10:30pm |
20.5 1 7 :00pm 10 |
|
|
5 5 |
Silent Service (A) |
19.7 |
10.2 5.8 |
21.2 7:00pm |
22.5 7 :00pm |
21.5 19.7 9:30pm 7:00pm |
16.5 12.2 13.9 22.3 17.5 9:30pm 9:30pm 6:30pm 7 :30vm 10:30pm |
15.9 2 |
|
|
7 8 |
Sea Hunt (A) |
19.6 |
24.6 11.3 10:30pm 7:30pm |
17.4 |
14.5 15.2 wgn-tv wjbk-tv 8:30pm 7:00pm |
10.0 17.5 29.8 13.5 10:30pm 9:30pm 7:00pm 10:30pm |
13.9 16.3 3 6:30pm 10:30pm 3 |
||
|
8 10 |
Cray Chost (A) |
19.1 |
2.2 7.2 8:00pm 7:00pm |
18.9 6:30pm |
24.9 |
8.5 9:00pm |
19.2 27.3 22.0 wcau-tv king-tv wtop-tv 7:00pm 6:00pm 10:30pm |
21.9 17.0 2 7:00pm 10:00pm 7 |
|
|
8 6 |
Whirlybirds (A) |
19.1 |
6.3 12.5 |
27.4 7:00pm |
9.5 11.5 9:00pm 6:30pm |
26.5 15.5 18.5 8.3 16.9 9:30pm 9:30pm 7:00pm 7:30pm 9:30pm |
21.5 11.3 2 7:00pm 8:00pm 7 |
||
|
10 8 |
Annie Oakley (W) |
18.8 |
10.4 8.1 uahc-tv kabc-tv |
6.2 |
19.5 6:00pm |
19.5 24.5 6:00pm 6:30pm |
20.2 19.9 17.9 21.8 14.5 6:00pm 5:30pm 5:30pm 6:00pm 7:00pra |
13.2 9.5 1 6:00pm 5:00pm 7 |
|
|
Pink Past' |
Top 10 shows in 4 to 9 market* |
||||||||
|
! 1 3 |
Doctor Christian (D) |
17.1 |
5.7 |
17.5 wjbk-tv 7:00pm |
18.2 12.2 10:00pm 10:30pm |
||||
|
2 1 |
Doctor Hudson's Secret Journal (D) |
16.7 |
1.7 10:30pm |
20.9 kplx |
20.5 10:30pm |
5.1 ' 2:00pm |
|||
|
3 |
Mike Hammer (M) |
16.6 |
17.2 |
5.5 10:00pm |
21.5 12.8 21.5 wcau-tv king-tv wrc-tv 10:30pm 10:30pm 10:30pm |
: |
|||
|
4 1 1 |
Crand Ole Opry (Mu) |
15.2 |
13.4 vrttg |
||||||
|
5 |
Stories of the Century ( W) |
15.0 |
6.6 |
13.7 19.9 9 :30pm 6 :30pm |
|||||
|
6 9 ! |
Little Rascals (C) |
14.6 |
4.5 9.5 E 00pm t 00pm |
13.9 |
15.8 |
||||
|
Crusader (A) |
14.3 |
10.5 10:30pm |
15.2 9.8 10:30pm 9:30pm |
7.9 |
|||||
|
7 |
8 |
If You Had A Million (D) |
14.3 |
15.3 9.8 7:00pm 10:00pm |
19.2 7:00pm |
6.2 8:311pm |
6.3 13.9 8:30pm 10:30pm |
21.5 17.3 7:00pm 6:30pm |
|
|
9 5 |
Casey Jones (A) |
13.9 |
7.8 7:80pm |
9.9 kplz |
15.2 |
5.8 10.5 7:00pm 7:00pm |
22.2 19.3 • 7:00pra 7:30pm |
||
|
10 |
Amos V Andy (C) |
13.7 |
9.8 8.4 |
6.3 8 :00pm |
15.6 r, :00pm |
15.9 7:110pm |
20.3 20.7 6:00pm 6:00pm |
(K) kld«; (M)
dlcaled. H hr.. H hf. * h
■ lilted above. Blank ipaci
another In thu chart •Refera l<
FILM SHOWS
iTION MARKETS
Cleve. Columbus St. I
23.9 28.9 20.2
7 :00pm 10 :30pm 9:30pm
15.2 26.9
10:30pm 7:0Opm
21.5 30.9
7:00pm 9:30pm
3 2.9
, re-ti
: mi™
|P.5 17.5 18.9 26.2
18.2 16.2
10:30pm 10:30pm
2*7.9
31.2 16.5
10:30pm 7:00pm
17.9 19.5
7:00pm 8:00pm !
19.5 18.2
10:30pm 7:30pm
17.5 23.2
7:00pm 7:0Opm
24.9
10:00pm
D.5
22.2 21.5
6:30pm 6:00pm (
2-STATION MARKETS
31.8 27.9 27.5
9:00pm 10:00pm 10:30pm
29.5 25.3
9:30pm 7:00pm
31.8
6:00pm
25.3 29.9 22.8
7:00pm 10:00pm 7:00pm
19.5
10:30pm
39.3
29.8 26.2 19.0
7:0Opm 10:00pm 10:30pm
32.3
10:00pm
28.3 18.2
whio-tr wdsu-tv 7:00pm 10:30pm
22.3
29.0
HI llflpni
31.3 24.5
7:30pm 10:00pm
21.3 22.9
6 :00pm 5 :30pm
I 1.5
14.2
10:30pm
14.0
6:00pm
.. ir was in other than top 1
«i ket is Pulse's own. Pulse deti
„J ictually received by homes i
,H u li i thi/ugh station itself may t
33.8
23.3
29.1 19.9
whio-ty wdsu-tv 6 :00pm 5 :00pm
27.9
I It just takes one BIG one...
*--
No Question About Who's Leading The Field In Mobile. WKRG-TV is lengths ahead (Nielsen, ARB and Pulse) . . . continues to pull further and further in front.
NEW, TALLER TOWER ADDS GREATER MID-GULF COVERAGE
Even before, Nielsen gave WKRG-TV 46,000 extra families in the Mobile Market. Now, a new, maximum- height tower sends WKRG-TV's better programming booming into tens of thousands of additional
Mid-Gulf homes ... as the map below clearly shows. For full details of WKRG-TV's lead, call your Avery-Knodel man ... or C. P. Persons, Jr., V.P. and Gen'l Mgr. of WKRG-TV.
WKRG-TV
MOBILE, ALABAMA /^S Reps. Avery-Knodel ^jj^
Capsule case histories of successful local and regional radio campaigns
^ RADIO RESULTS
CONSUMER GOODS
SPONSOR: Monroe Merchants AGENCY: Direct
Capsule case history: From 23 April through 27 April, L958, KNOE, Monroe, La., staged a "Merchandise Fair" at the Ouachita \ alley Fair Grounds to stimulate Monroe and West Monroe economy. Business men who wished to par- ticipate could purchase a $200 package of announcements on KNOE and exhibit their goods at the fair. This was the first time in the city's history that such an undertaking had been promoted by a single medium. The special package rate was available on a first-come, first-served basis. More than 30 local merchants erected exhibits at the fair grounds and displayed products such as electronic ovens, light bulbs, automobiles and every known type of appliance. As part of the festivities local personalities were on hand to boost pub- lic interest. More than 15,000 people visited the fair. Sales for the five-day period were overwhelming. Local business men agree that it was the most successful campaign they had ever experienced and attributes its success to radio.
KNOE, Monroe PURCHASE: Announcements
TIRES & ACCESSORIES
SPONSOR: Youngk Tire Service, Inc. AGENCY: Direct
Capsule case history: About two years ago, Youngk Tire Service, Inc., of Portsmouth, Va., purchased a modest sched- ul< on WAVY, Norfolk, Va. One month after the advertis- ing began, sales were up 40% over the same month of the previous year. After two years of continued use of WAVY. Youngk i- experiencing the same success they had in 1956. In April. L958, Youngk teamed with the Joynes Tire Service, of Norfolk, a local General Tire dealer, and each purchased 17 announcements on WAVY to advertise the new General Tire-Miler tires and a few other accessories. This was the onl) medium used for this particular campaign. After using onlj eighl announcements, Youngk had to call the station and request substitute copy be run. The reason? Both Youngk and Joynes were completely sold out of every item being promoted in the spots. Youngk has more than doubled their original schedule on WAVY. "It is obvious that WAVY delivers the audience I want to hit," said ^i oungk spokesman. "Our market continues to expand."
HARDWARE GOODS
SPONSOR: Super Hardware AGENCY: Direct
Capsule case history: In anticipation of the opening of their new hardware store in Nashville, Tenn., James Carter and Glenn Wiles, the owners of Super Hardware surveyed all available media to determine which one could deliver the impact needed to draw customers to the opening. After all the results were in, the partners decided on radio as the medium they could use most effectively. They purchased 50 one-minute announcements to run one week on WSIX, Nashville. This was the only campaign except for handbills distributed in local neighborhoods. When opening day rolled around it was raining. Even so, when the owners arrived at 9:00 a.m., they were elated to find well over 100 people waiting in line. Extra clerks had been put on, but they were unable to accommodate all the customers. Two weeks later they repeated the campaign, and again the re- sponse was overwhelming. Carter & Wiles have now signed a contract with WSIX for a third schedule for one year.
WSIX, Nashvi
PURCHASE: Announcements
LAUNDRY SERVICE
SPONSOR: U-DO-IT Laundramats, Inc. AGENCY: Direct
Capsule case history: The U-DO-IT Laundramats, Inc., of Springfield, Ohio, opened the first of its self service 24-hour laundramats with a schedule on WIZE. The campaign con- sisted of 30 humorous spots over a one-week period, plus one small newspaper ad. No other advertising was used. On opening day the response was tremendous. The store was packed from early morning to late night. Immediately after the first campaign, U-DO-IT purchased 500 announce- ments to be run throughout a year. The announcements were scheduled to be run 10 per day once a week, rotating the days each week. Two months after the opening of the laundry a second store was opened and met with an even better response. The U-DO-IT Laundramats have steadily grown since their beginning a few short months ago. Sev- eral other branches have been planned for the immediate Future, with the bulk of the advertising expenditure being funneled to radio. "The U-DO-IT Laundramat is building its business with radio," said one of its owners.
\\ WV Norfolk
PURCHASE: Announcements WIZE, Springfield
Pl'RCHASE: Announcements
SPONSOR • 3 MAY 1958
"HEADquarters U.S.A."— in more ways than 600
Washington has more feathers in its cap than just being capital of the federal government. From Air Transport Association to Wildlife Management Insti- tute, some 600 national organizations have established their headquarters in the Metropolitan Area — 48 in the last four years alone. * They are of every type — industrial and scientific, professional and social service, trade and labor. They employ 12,000 well-paid people. They appreciate the unique advantages that only Washington, of all cities, can provide. So will your radio schedule !
This many-sided Washington has one thing in common — a desire for good radio fare that has made Station WWDC the preferred point on the dial. We have been first or a mighty close second in every PULSE of 1957 and thus far this year. We have a simple formula — to be a listenable station to our audience, and a pro- motional station to our hundreds of national and local advertisers. The mutually happy result — ever-increasing listeners for us, ever-
increasing &
? for you.
WWDC
adio Washington
*Economic Development Committee, Washington Board of Trade REPRESENTED nationally by JOHN BLAIR & CO.
SPONSOR • 3 MAY 1958
OF THE
Phil FfiCT$ 5MCS
IN USE 19 JULY
FINAL AD DEADLINE 1 JULY
Marketing tools, trends, research data and trade tips
#! FILM-SCOPE
3 MAY 1958
Copyright 1958 SPONSOR PUBLICATIONS INC.
The focus of the week in syndication was on developments at the NAB con- vention.
It's the last time that the syndicators will be able to put on the ballyhoo at these annual meetings. In any event, the highlights of their participation this week included:
• MCA's big ado over the availability of the Paramount library, with several sales either concluded or pending. (WBZ-TV signed up for the complete package of 700 features at a price of $2 million for six years.)
• NTA's strong bid for recruitment to its film network via one of the most elaborate exhibits staged at an NAB convention.
• TPA president Milton Gordon's plea for better understanding of the syndica- tors' problem plus a veiled hint of higher syndication prices. Gordon's thesis: A producer- distributor gross in excess of $1,725,000 before he can realize a profit on a syndicated series.
In case you've wondered why Ziv is taking Highway Patrol into a fourth year of production instead of sitting back for re-run residuals, there's a good reason: the profit margin.
With a $60,000 gross on each film, Ziv is able to realize approximately a $9,000 net profit on each show.
Although bargaining is still rampant, a general rule-of-thumb has emerged in re-run buying.
It boils down to this: A station pays a price equal to a one-minute commercial in the time it is scheduled to run.
You can look for expansion — rather than belt-tightening — in the merchandis- ing services offered with syndicated series.
Plans of one major film company call for a panel of full-time merchandising experts for each of the larger advertiser types: such as b^er, food products, institutionals, etc.
CBS TV Film will solidify its plans to go after off-beat types of advertisers this summer.
It will set up a new business division to pursue such prospects as airlines, travel agencies, housing supply companies, etc.
Flashes from the film field: Hal Roach has made nine pilots, available for viewing this week. Investment: $435,000 . . . Screen Gems changed the title of its fall syndicated offering from Dial 116 to Rescue 8. The series is based on adventures of Los Angeles rescue squad . . . CNP will probably offer a third series for fall sale . . . Adventures of William Tell is under production in Switzerland by NT A. Robin Hood director Ralph Smart is pro- ducing the series . . . James Delaney will head the new re-run sales division, Proven Pro- grams, for ABC Film . . . Dragnet, off network this June, can now be peddled for syndica- tion under its own title, rather than Badge 714.
(For further film news, see SPONSOR-SCOPE and Film Wrap-up, p. 62.)
SPONSOR • 3 MAY 1958
Key trends and developments in marketing and research
3 MAY 1958
Oawltht IM*
• P0N80R PUBLICATION* INO.
MARKETING WEEK
Attention, marketing men!
Are you keeping up-to-date on the location of new retail outlets? If so, are you keeping your agency's media buyers aware of what's happening?
One shrewd marketing man doubts it.
He explained: "I've come across a number of cases where supermarkets are moving way out to exurbia. That means there are people out there. That also means that media depart- ments ought to check to see if the newspapers they're using are reaching these people. I've checked some instances and found out they're not. The only way to reach these customers is through radio and tv's long reach."
There's another side to that coin. S >me cities are the shopping centers for vast areas. Here, too, is a case where me ropolitan dailies' limited delivery zones call for electronic transmission of the ad message.
Television has been an important faclor in the growing trend among retailers to give important brands display in two or more places.
So reports E. B. Weiss, merchandising director of Doyle Dane Bernbach. Tv, he said, has added new dimensions to pre-selling — and it is pre-selling which is making additional displays for a single brand so effective in retailing.
Weiss is the author of a marketing study — "Winning Multi -Location Exposure for Brands in Mass Outlets" — just published by DDB.
The meaning of multi-location exposure, Weiss said, is that point-of-sale adver- tising is now learning the value of repetition, a lesson consumer advertising learned many years ago.
There's more than meets the eye in US Steel's new promotional look, whose symbol can be used as a trademark for any product made of steel.
If admen are wondering why the country's biggest steel producer is stressing steel in gen- eral and not just USS steel, here are some ansvers:
1. US Steel marketers are confident their firm will get its share (if not more) of any increase in steel consumption.
2. There are certain practical reasons why steel firms cannot get much pro- motional mileage out of consumer product tags with the steel company's name prominently displayed. In the first place, manufacturers of steel products for consumers use metal from more than one supplier. Secondly, these manufacturers, in promoting their own name, sometimes regard the steel supplier's tag as competition.
Some incidental intelligence: There's $9 worth of steel in the average major appliance.
Though USS' new promotion was unveiled on I April, its new slogan ("Steel lightens your work . . . brightens your leisure . . . widens your world") had ac- tually been on the air for three months.
Network tv spearheaded the campaign via the US Steel Hour, a further sample of video's speed. (For another example of the medium's flexibility, see item on Pillsbury in 26 April MARKETING WEEK.)
Network tv also introduced the trademark itself to consumers. Its debut was 9 April. The print kickoff came on 19 April.
For those wondering what to call the concave diamond shapes used in the new "steel- mark, mathematicians dub it a hypocyeloid.
SPONSOR • 3 MAY 1958
"THIS
IS
ALICE"
...one of
the big new
TV y
programs on the
BIG NIGHT coming
to TV this fall.
For full details of the BIG NIGHT, just prion
N-rA
FILM
NETWORK
Coliseum Tower, 10 Columbus Circle, New York 19, N. Y. • JUdson 2-7300
AGENCY DILEMMA
(Cont'd from page >'' I
big network properties, including I . S.
Steel Hour have been renewed tor fall."
Even some agencies already billing over 5095 in air media foresee further growth for tv and radio in 195!!. Says William Est) v.p. Dr. Wallace Wulfeck: "We haven'l had anj cuts in ad budgets, and since our accounts are mainly package goods, we anticipate some increased expenditures. As for 1958, I believe air billing will account for some 60rr of total agency billing as it did in 1957, with the same pro- portion of network and spot that we had last year."
But the outlook for fall network tv buying is not optimistic everywhere. "Tv may still get a bigger share of the ad dollar than in past years, but this growth is more likely in 1959 and 1960 than this year," Campbell-Ewald's new president Tom Adams, told SPON- SOR. "This fall, some of the automo- tives ma) swing to spot for flexibility."
In his agencx. fall buying is com-
pleted, with commitments comparable it. fall L957, according to tv/radio v.p. I hil McHugh, who told SPONSOR, '■Long-term commitments would be a I robleni if the recession continues, hut I he networks are being realistic on this score and offering shorter con- tracts."
Spot bu\ing is unquestionabh more cost!) for agencies to handle than the network time buy as such, most agenc) heads agree. Yet, in this highly com- petitive year, some soft goods adver- tisers prefer it not only for its greater flexibility hut because of the stress in marketing strategy upon local impact in trouble areas.
"A successful spot campaign de- mands the full-time attention of at least one good media man throughout so that schedules can be refined and kept up to maximum efficiency," sa\s Bnan Houston media v.p. John Ennis. "Not only is the setting up of a spot buy more costly for the agency than mak- ing a network time buy, but the carry- through involves many more man- hours as well."
In the Syracuse Market
WSYR's COVERAGE
EQUALS THAT OF
3 MAJOR COMPETITORS*
The amazing coverage superiority of WSYR is illustrated by these facts:
• It reaches 80% more homes than the No. 2 station in Syracuse.
• Its weekly circulation is as great as that of stations 2, 3 and 4 combined!
That's probably because WSYR attracts the adult, able-to-buy audience by high quality programming in all major areas of entertainment and public service.
NBCio Central New York
Rtpr»itnt»d
Nationally by
HENRY I. CHRISTAl CO.
570 KC
This additional problem in agency operating costs arises during a year when ever-growing collateral services are already squeezing profits down to a minimum.
"We don't believe that cost-account- ing by media is the answer, but an agency must make a fair return on each account," says MacManus, John & Adams' young president Ernie Jones. "Today, when some agencies employ as many or more people for collateral services as they do for the primary media and copy creating function, agency management has to review serv- icing of each account individually.""
Smaller agencies, unable to compete with the $20-million-plus shops' mar- keting staffs on a quantitative basis, continue to stress copy creativity. "All agencies feel this is a year to reap- praise operating expenses," says GB&B v.p. and general manager, Gil Burton. "As a $12-million agency, we have a small marketing staff and we offer this type of counsel mostly as a plus in re- turn for media commissions. But our cost of handling media is high, since a large proportion of our billing is in spot, programing and announcement buys both. The biggest change we have seen in the past year is a shift to spot radio buying which continues into 1958, because our clients want maxi- mum impact and frequency on a local level.""
While concern over the nation's economy was the predominant leit- motiv of post-session discussions, the fall outlook seemed optimistic. No one expects a boom during the second half of 1958. but a gradual improve- ment in the business climate is fore- cast.
Economist Martin Gainsbrugh told 4A's membership to anticipate a fourth quarter 1958 gross national product of $430 to $431 billion, substantially above the first quarter's $424 billion and only slightly below fourth quarter 1957. He put the business future squarely on the shoulders of admen :
"To date, the forces of recession have been locked largely within the hard goods industry. If soft goods sales hold up during the next few weeks, a levelling out is likely. Final demand for goods and services for consumers and government is off less than 2% so far from the highest point of 1957." ^
"MAN WITHOUT
A GUN"
...one of
the big new
TV programs
on the
BIG NIGHT
coming
to TV
this fall..
• OTl^-
&t*3as pu/AOiustZ -7ieu^~
For full details of the BIG NIGHT, just phon
ay*
rsi-n/\
FILM
NETWORK
Coliseum Tower, 10 Columbus Circle, New York 19, N. Y. • JUdson 2-7300
MISSOURI'S
THIR
TV
ii
MARKET
|
^^M SCOTT ^^T CHANUTE W INDEPENDENCE PITTSBURGH |
NEVADA ^^H CARTHAGE ^ KODE-TV mt. vernon 1 JOPLIN NEOSHO M |
|
^^^^ |
|
|
BENTONVILLE^^flH ROGERS 1 |
147,695 TV HOMES*
KODE-TV in the Joplin market covers a 4-state area with 147,695 TV homes, 669,800 population and $776,919,000 buying power.
Joplin is the urban center of 11 communities in an 18-mile radius with a combined population of 97,750.
kode-tv in the Joplin market is 287c taller, and 29% more powerful than any competitor. •Television Mag. Set Count
CREATED BY
KODE-TV
JOPLIN, MO.
KODE
7W
Harry D. Burke, VP&Genl. Mgr. Rep. by Friendly Group Avery-Knodel
WSTV. WSTV -TV, Steubenville; WBOY, WBOY-TV, Clarksburg; KODE, KODE-TV, .'oplin, WPAR, Parkersburg; WPIT, Pittsburgh; KMLB, Monroe, La , Colmes Werrenrath Prod , Inc., Chicago «.
National and regional spot buys in work now or recently completed
^j SPOT BUYS
RADIO BUYS
Tea Council of the U. S. A., Inc., New York, is preparing a cam- paign in 30 markets to promote iced tea drinking. Starting dates depend upon the markets. In the South, the schedules kick-off 15 May and 15 June; in the North. 1 June. Minute announcements dur- ing daytime segments are being placed, with frequency depending upon the market. Buying is not completed. Media Supervisor: Gus Pflegler. Agency: Leo Burnett Co.. Chicago. (Agency declined to comment.)
Ceneral Motors Acceptance Co., New York, is planning a cam- paign in 180 markets for its automobile financing plans following the pattern of previous years. The schedules start this month for 16 weeks, run yveekends from 4 p.m. Friday to 9 a.m. Monday: aver- age frequency: 20 per week per market. Minute announcements are of a public service character: 30 seconds report traffic news: the second 30 seconds sell GMAC. Buyer: Rena Mayer. Agency: Campbell-Ewald Co., Inc., New York.
TV BUYS
Carter Products, Inc., New York, is adding to its current sched- ules in major markets for its Arrid cream deodorant. Minutes and chainbreaks are being slotted; run for 26 weeks. Frequency depends upon the market. Buyer: Steve Suren. Agency: SSCB. New York. (Agency declined to comment.)
Lever Bros. Co., New York, is going into various markets for its Breeze detergent. The short-term schedule runs through May. Min- utes and 20's are being slotted, with frequencies varying. Buyer: Jeanne Sullivan. Agency: SSCB, New York (Agency declined to comment. I
The Toni Co., Div. of The Gillette Co., Chicago, is entering into 60 markets to push its new products Self and Adorn. Nighttime min- utes and chainbreaks are being used. Frequencies vary from market to market. Media Supervisor: Armella Selsor. Agency: North Advertising Inc., Chicago. (Agency declined to comment.)
Procter & Gamble Co., Cincinnati, is kicking off a campaign in 25 markets for its Lava soap. The short-term campaign runs for 13 weeks. Minutes and chainbreaks are being aired, with frequen- cies varying. Media Supervisor: Gus Pflegler. Agency: Leo Bur- nett Co., Inc., Chicago. (Agency declined to comment.)
RADIO and TV BUYS
American Oil Co., New York, is preparing a radio/tv campaign in 120 Eastern markets for its gasolines and oils. The campaign starts in early June, runs through Labor Day. In radio, news programs and minute announcements are sought; in tv, minutes and chain- breaks. Frequencies vary from market to market. Buying has just started. Buyer: Vince Barnett. Agency: The Joseph Katz Co., New York. ( Agency declined to comment.)
SPONSOR • 3 MAY 1958
"HOW TO MARRY A MILLIONAIRE'* ...one of
the big new
TV
programs
on the
BIG NIGHT coming
to TV this fall...^
For full details of the BIG NIGHT, jus! phone, wire o
gufaS Os/AOnuie -Tt^ur-
FILM NETWORK
Coliseum Tower, 10 Columbus Circle, New York 19, N. Y. • JUdson 2-7300
This is something wc can't be modest about. Our news service is outstanding.
Our news departments are stalled with top local people who have national reputations. In our Volkswagen Newsmobiles, they're on the scene of action as swiftly as the police, or the fire department. They do remotes from every part of our coverage area.
This kind of coverage pays off with listeners. They stay with us to get more news . . . more weathercasts — more often. There's a full report on our news operations in a new color film. It makes clear why, in both Akron and Providence Greater Metropolitan Areas we deliver more listeners per dollar than competing stations. Write or call . . . we'll arrange a showing.
WCUE
vnoNS
•Tim Elliot, Pres. "Jean Elliot, Vlce-Pre
GREAT INDEPENDENTS • GOOD NEIGHBORS
OONA O'TUNA
[Cont'd from page 35) gether with a slide whistle. She also sings a jingle: "I'm Oona O'Tuna: And I love to croon a-: bout Breast- O'-Chicken Tuna: Breast-O'-Chicken's quicker: Quicker off the clipper." The radio commercials are on a rough flight cycle; they are scheduled for four to five weeks, with a two to three week hiatus.
On 1 May Oona O'Tuna moved into four "minor" markets on a spot tv basis. Both 30's and 60's are being tested in chain store participations, and used in daytime shows.
"These spots mark our first tv test- ing of Oona in minor markets," savs account supervisor Footman. "We have not abandoned programs; these spots were specifically requested by brokers."
The Oona OTuna theme gets wide exposure; it appears in all media with one notable exception: it does not ap- pear in any merchandising display. Many manufacturers believe a theme carry-over from advertising to product is valuable and look for ways to incor- porate it, not only through all media but in point-of-sale and packaging.
Account supervisor Footman dis- agrees. A point-of-sale piece, he says, "must create impulse then and there and does not need a carry-over from the advertising theme. The shopper is not seeking entertainment," he stresses. "She is concerned with the practical problem of feeding her family. She is looking for ideas and suggestions. If you can give them to her on the spot, she buys your product. Advertising," he believes, "prepares her to buy; ideas and suggestions make her buy."
Besides tv, radio and merchandis- ing, BOC is strong in car cards. The company has used this medium for 25 years, making it one of the oldest users in the West. With the introduc- tion of Oona O'Tuna on tv last 1 Sep- tember, BOC put car cards in 30 mar- kets and, on 1 May, this was jumped to 53 markets. In addition the car- toon character is being used in news- papers and one national woman's mag- azine. Campaign allocations break down to about 10% tv; 30% radio; 40' < magazines and newspapers and 120' . car cards.
So, market by market, the Oona O'Tuna campaign is coming full cycle. The character was created for, and launched on, tv spots. It moved into radio and car cards, then into print, and now is back to tv again. ^
SPONSOR • 3 MAY 1958
"PREMIERE PERFORMANCE"
...one of
the big new
TV programs
on the
BIG NIGHT coming
to TV this fall...
BSe are just a few of the 39 truly great linute programs that will be seen on "Premiere armance," returning in the fall for its second trium- t year on the air.
oduced by those master creators of superb entertain- ;-20th Century-Fox and Paramount-it features noted i in noted stories by noted writers . . . that are sure to ict millions of TViewers.
note the fact that it's all part of the Big Night that combined with three great new half-hour series ... is ng to TV this fall on TV stations associated with . . .
<&u'&z'S piykOnUe. 'Tt&ur-
STATE FAIR
Jeanne Crain, Dana Andrews
NTA
THE RAINS CAME
George Brent, Myrna Loy
FILM
network:
i Tower, 10 Columbus Circle, New York 19, N. Y. • JUdson 2-7300
A pictorial review of local and national industry events
PICTURE WRAP-UP
W\tZ. Detroit, has joined forces with the American Institute of Men's & Boy>" Wear to encourage teen-agers to dress better through a series of spot recordings by famous artists. Discussing the "dress right" spots are (1. to r.) John Heavenrich, president of Whaling's Men's Store and head of the Institute's Detroit chapter; Detroit mayor Louis C. Miriani; WXYZ v.p. Hal Neal; and WXYZ d.j. Fred Wolf
KCBS, San Francisco, recently completed an unusual promotion in its State Fair Slogan Contest. Entrants vied to come up with the win- ning slogan for the California State Fair, with first prize a piece of land in the Sierra Mountains. To top it off, KCBS had "Nevada" Carson, nephew of scout Kit Carson, pony-express deed to winner along the historic trails from the Siena Mountains to San Francisco
WIN \ play-bj board) boys'
marble champs of the Madison Boys' Club practice up for the T\ Marble ' hampionship broadcast ■pla> bj Mart) Glickman (with clip- ova WB.CA TV, Not York. Some 32
lul..
the i
"Put the ship in salesmanship" is the
theme of a campaign launched by KDKA Radio, Pittsburgh, to keep its national reps — Peters, Criffin, Woodward — fully informed. Donald J. Trageser, KDKA sales mgr., dis- cusses theme with prom. mgr. June Buzzelli
Joseph Seideman (r.) of KBIC, Catalina Island, Calif., receives the coveted "Sammy" award for top creative salesmanship in Los Angeles market. Presenting trophy is L. E. Doyle, pres. of the Sales Executives Club of L.A., and looking on is "Miss Sammy Award"
SPONSOR • 3 MAY 1958
I
News and Idea WRAP-UP
ADVERTISERS
P&G continues to run appreciably ahead of the previous year in prof- its and net income.
Comparative profits for the first nine months ending 31 March: 1957-58: $109,872,733; 1956-57: $102,975,833. Comparison of network income: 1957- 58: $56,343,733; 1956-57: $51,520,- 833.
Campaigns and promotions:
• This week the Kellogg Co. initi- ates a saturation spot campaign for 40% Bran Flakes in radio and 11 tv markets.
• New time: The latest campaign of the F. & M. Schaefer Brewing Co., running now through 25 October, features the theme . . . "Eastern Day- light Schaefer Time." Some 400 spots each week will be carried on major N. Y. metropolitan stations.
• The Campbell Soup Co. will repeat its Soup 'n Sandwich promo- tion this summer. The campaign will begin in June on Campbell's Lassie show (CBS).
• Liftsavers, a new heel device, announces a $500,000 saturation ad campaign to introduce the new do- it-yourself molded lift nationally. It will kick off immediately, using tv spots in 60 markets. Agency; Product Services.
For Father's Day: The Gillette Safety Razor Co. will spend over one million dollars in nation-wide tv, radio and print campaign to pro- mote its products for Fathers' Day, va- cation and graduation gift-buyers . . . Same objective for J. B. Williams shaving products campaign to be- gin 19 May on Twenty One, To Tell The Truth, Original Amateur Hour, and on radio and in print.
Baseball Bug: Phillies Cigars pur- chased tv and radio segments in Phil- lies, Orioles, Pirates and Cubs games. Commercials will be aired on 16 tv and 39 radio stations in seven states.
3 may 1958
New jobs for: Owen Carroll, ap- pointed product manager in the mar- keting service group, B. T. Babbitt . . . Donald Wells, general products man- ager of household products division, Colgate-Palmolive . . . William Schliemann, assistant sales manager, Tussy Cosmetics Div., Lehn & Fink . . . James Butler, executive v. p., Out- board Marine International . . . Carl Bradford, appointed director of re- gional operations, RCA . . . Harold Wright, Royalite commercial prod- ucts sales manager, U. S. Rubber . . . Werner J. Jensen, assistant general manager, Chicago Ice Cream Division, Borden . . . Mini Pike, advertising- merchandising manager, Lanolin Plus . . . Thomas L. Greer, former v.p. of Biow Co., named director of adver- tising, Plough, Inc. . . . James F. Canning, appointed sales promotion manager, Sylvania Electric Products, Inc.
AGENCIES
Topic that seemed to take the spotlight at the 4A's meet in White Sulphur Springs:
1) Possibility of heavy goods ad- vertisers curtailing their budgets.
2) The trend among top agency management to help the client admin- ister his business instead of hewing to the agency's primary goal, the creative function. (McManus, John & Adams' Ernest Jones posed this dilemma.)
3) Admen are over-sensitive to the public's opinion of them. A Gallup & Robinson survey shows that house- wives surveyed had a higher re- gard for the adman's function than surveyed admen had antici- pated.
Smith & Dorian, Inc., was elected the 16th member of the Mutual Advertising Agency Network.
This gives the network its first rep- resentation in New York City and San Francisco.
Here's an eye opener: Advertis- ing people receive more money
!' i
WGR Radio's mobile STUDIO 55 travels each week to a different high-traffic location — a super market, a County Fair, etc.
WGR D.J.'s John Lascelles, Warren Kelly and Frank Dill broadcast live from STUDIO 55, attract thousands with their personal appearances and contests. Thousands of passing cars see the trailer and the crowds, instantly turn on their radios.
Overa million cars and a million homes in this $4 billion market. WGR covers the New York State Thruway too, from Ohio to Syracuse, with a loud, clear signal. Add our Canadian coverage and you've got a combination that can't be beat! ABC Affiliate, Represented by Peters, Griffin, Woodward
BUY
RADIO
BUFFALO'S FIRST STATION
PA TRANSCONTINENT STATION WR0C-TV, Rochester • WGR Radio, WGR-TV. Buffalo • WSVA Radio, WSVA-TV, Harrisonburg
Dowinojaied- . . .
SOUTHERN NORTHERN
OREGON •CALIFORNIA
* money markets"
Best Buu
KLAMATH FfcLLS, OREGON
Ask. -the KAeeker Co.
5000 W
than the average employee but have three years less life in which to enjoy it, Charles F. Adams, v.p., MacManus, John & Adams, told adver- tising students of Long Island Univer- sity.
Adams was awarded honorary mem- bership in Alpha Delta Sigma, na- tional advertising fraternity.
Agency appointments: Mohr & Eicoff, for the Whitehouse Record Co., Harrison, N. J. Their campaign will purchase $750,000 worth of tv time this year . . . Kenyon & Eck- hardt. for Crown & Zellerbach's cor- porate advertising . . . L. H. Hart- man, for the Wagner Baking Corpo- ration . . . Burke Dowling Adams, for Foster Grant's plastic materials and chemical division . . . Doyle Dane Bernbach, for Northam Warren Cor- poration's Cutex lipstick and mani- cure preparations, Odorono deodorant and Peggy Sage . . . North Advertis- ing for the Pilsener Brewing Co., Cleveland. The account is expected to bill over $600,000.
As the result of the recent merger, Liller, Neal, Battle & Lindsey, an- nounce its new officers:
C. K. Liller, chairman of the board; William Neal, president; James Battle, senior v.p.; Dan Lind- sey, v.p. and manager of the Richmond office.
Appointed v.p.'s: Gilbert Lea, v.p. and assistant to president, Ogilvy, Ben- son & Mather . . . Elliott Plowe, sen- ior v.p. and member of the board of directors, Calkins & Holden . . . John Chapin, to Clark & Bobertz . . . Don- old Jones, v.p. and co-chairman of the new business committee, MacMan- us, John & Adams.
Add personnel alignments: Beverly Fleming and Alan Koehler,
copywriters,, NC&K . . . Al Buffing- ton, named v.p. in charge of produc- tion, Fidelity Films . . . Henry Mu9ser, account executive, DCS&S . . . W. S. von Gerloff, account execu- tive, Robert Otto & Co. . . . William Millar, Jr., timebuyer, Lambert & Feasley . . . William Wheeler, ac- count executive, Campbell-Mithun . . . Don Gerhardt, to the creative staff, Holtzman-Kain . . . James Van Burgh, account executive and Fred-
erick Delahay, asst. media director, Mc-E, L. A. . . . Norman Allen,
chief media buyer, Mohr & Eicoff, N. Y. . . . Robert England, to the exec- utive staff, F&S&R.
CHICAGO REPORT
National spot this week continued to show a lot of life among Chi- cago agencies.
The spot activity included:
• Procter & Gamble for Joy, via
Leo Burnett, has bought nighttime min- utes in approximately 40 markets.
• Parker Pen for T-Ball Jotter, via Tatham-Laird, goes into a five- week campaign in 66 markets with one- minutes and 20-second I.D.s, starting 1 May.
• Wrigley Gum, via Arthur Mey- erhoff, has bought nighttime minutes and 20-seconds in 40 markets, aimed at the family audience.
• Perkins Div. of General Foods for Kool Shake, via Foote, Cone & Belding, is scheduled for minutes in about one hundred markets beginning 1 June, beamed at kids and family.
Twenty-five consecutive years of network broadcasting will be marked in June when Don McNeill's Breakfast Club celebrates its silver anniversary. This longest running radio network variety show, originating in Chicago via ABN, still maintains virtually the same format it started with 25 years ago and two of the original cast of 12 are still with the show.
The Golden Mike, a McCall's Maga- zine prize awarded annually to only seven outstanding women in radio and television, will be awarded for the sec- ond consecutive year to Lee Phillips, WBBM-TV's personality for her last summer's series, "The Unwed Mother, The Unwanted Child."
The State of Illinois has appointed United Film and Recording Stu- dios to produce a full-length motion picture on rehabilitation of the men- tallv ill. Shooting begins this month on location in state hospitals.
George C. Reeves, v.p. and manager of J. Walter Thompson, Chicago, was elected vice chairman of the American Association of Advertising Agencies, at the association's annual meeting in White Sulphur Springs, W. Va.
sponsor • 3 may 1958
AH . . . SPRING
WHEN AN
ADVERTISER'S
FANCY TURNS
TO
GOLDIE
WHY DON'T YOU PICK THE STA- TION THAT WILL PLANT YOUR PRODUCT IN THE HOME WITH PROGRAMMING THAT'S
"FRESH AS A DAISY"
KHSLTV
CHANNEL 12
|
THE GOLDEN |
EMPIRE STATION |
|
CHICO, |
CALIFORNIA |
|
CBS on |
ABC Affiliate |
|
Represented notion |
ally by Avery-Knodel, Inc. |
|
San Fronci George Ross, N Cen |
otionol Soles Monoger trol Tower |
• Live-look quality
• Immediate playback — no processing
• Practical editing
• Record from studio or remote camera
• Tapes fully interchangeable between machines
• Tapes eraseable, reuseable
• Lowest overall cost
The central region of the American Assn. of Advertising Agencies elected James G. Cominos, of Needham, Louis & Brorby, as chairman of the board of governors. New vice chair- man, Larry Wherry of Wherry, Baker & Tilden and new secretary-treasurer Alexander H. Gunn of J. Walter Thompson.
Where they've gone: Frank H. Hoell has joined the Chicago office of Kenyon & Eckhardt as account exec on the Wilson account. Hoell was former- ly with D'Arcy Advertising . . . Wil- liam S. Wheeler was named account exec for the American Dairy account at Campbell-Mithun . . . Congoleum- Naird, Inc., has named Keyes, Mad- den & Jones to handle its advertising.
More personnel moves:
John H. McComb was named v.p. and director of production of EWRR . . . Eleanor Herzog has joined the John W. Shaw agency as copywriter. Miss Herzog was formerly with Keyes, Madden & Jones . . . Jack Friedman, copy chief at EWRR, will move to Keyes, Madden & Jones as senior writer on 1 May . . . Don W. Wells, for- merly with Lanolin Plus, was named merchandising executive at FC&B, Chi- cago . . . Bob Bowens has been add- ed to the writing staff at Dallas Jones Studio . . . Leonard Ehibkin joined Lewis & Martin film studio as account exec. . . . Robert T. Donnelly named new account exec, in Chicago CBS tv sales . . . Dr. Mark Munn has been promoted to WGN director of research.
NETWORKS
MBS president Armand Hammer met with the network's affiliates at the NAB convention, and told them, among other things:
"We are in business to stay, and intend to make the money necessary for the kind of service affiliates desire to increase their prestige, impact and sales promotion.
"We in Mutual mean business — and we intend to get the business because we're not afraid of our competition. Maybe some day, who knows, some of our competitors today will ask to be let in."
Added stations: Keystone Broad- casting adds seven new affiliates, bringing the total to 1,038. These are:
E3MD
1st
in PEORIA in
68 of the 72
Measured Quarter Hours
WMBD's continuing leadership in the rich PEORIA market for 31 years is graphically shown in the latest PULSE REPORT shown below (Nov. 1957).
WMBD
DOMINATES THIS LARGEST MARKET IN
ILLINOIS* DAYTIME -NIGHTTIME
|
6am to |
12 noon |
6pm to |
|
|
Station |
12 noon |
to 6pm |
12pm |
|
WMBD |
35 |
33 |
37 |
|
a |
12 |
15 |
26 |
|
b |
19 21 |
17 21 1 |
27 |
|
d |
6 7 |
5t 9 |
10 |
tDaytime stations . . . sign off time 4:45 P.M. "(excepting Chicago)
WMBD MARKET DATA
Population 531,900
Households 165,000
Retail Sales $725,261,750
Food Sales $142,488,750
Drug Sales $ 17,826,250
Effective Buying Income $991,150,000
Income per Household $ 6,007
£xc/us/Ve
National Representatives
Peters, Griffin, Woodward, Inc.
mm
Radio Peoria
SPONSOR • 3 MAY 1958
SutfJiiae!
YES. ..AGAIN
KLZ-RADIO
ITkm
PULSE, FEB. '58 SAYS KLZ-RADIO HAS MORE FIRST-PLACE ]4 HOURS MONDAY THRU FRIDAY Than All Other DENVER STATIONS COMBINED! The secret, of course, is Showmanship!
Telephone your KATZ man or call Lee Fondren in Denver
iodic*
CBS for the Rocky Mountain Area
KLZ-Radio KLZ-Radio KLZ-Radio KLZ-Radio KLZ-Radio KLZ-Radio KLZ-Radio KLZ-Radio KLZ-Radio KLZ-Radio KLZ-Radio KLZ-Radio KLZ-Radio KLZ-Radio KLZ-Radio
KZOK, Prescott, Ariz.; WNOG, Na- ples, Fla.; KVNI, Coeur d'Alene, Ida.; WTIG, Massillon, Ohio; WRON, Ron- ceverte, W. Va.; WELC, Welch, W. Va. and WHVF, Wausau, Wis.
New biz for the tv networks:
• Buick, for full hour sponsorship of eight Bob Hope Shows on NBC TV next season.
• Sweets Co., two ABC TV day- time shows — Superman, on Mondays and Wild Bill Hickok, on Wednesdays.
• Ford, an alternate-hour sponsor on NBC TV's Wagon Train during the 1958-59 season.
• R. J. Reynolds, for Salem, ABC TV's new show Anybody Can Play — an audience panel quiz show, starting 6 July in place of Adventure at Scott Island.
• Armour Auxiliaries, for Liquid Chiffon, two NBC TV daytime shows — The Price Is Right and Dough Re Mi.
Renewals: Lever Bros., four alter- nate-week quarter-hour segments on NBC TV's Truth or Consequences, for 52 weeks . . . Buick continues its al- ternate-week sponsorship, for next sea- son, on NBC TV's Tales of Wells Fargo.
FILM
Gross-Krasne continues its expan- sion plans as a contending syndi- cator.
Latest move is the relocation of its sales headquarters from New York to Hollywood. Within the next few weeks, G-K will add several new series to its current roster. (Current series: Afri- can Patrol, Streets of Danger, O'Henry Playhouse.)
Other expansion moves include:
• New offices in Miami, Dallas, De- troit, St. Louis, San Francisco.
• The addition of veteran film dis- tributor Jerry King to the executive staff.
• Several new sales executives.
NTA's sales pitch for its "Big Night1' programing gets underway in New York this week.
With a saturation ad campaign al- ready in the works, west coast v.p. Berne Tahakin is heading east to direct sales and program planning.
Selling campaign will be known as the multi-vision plan.
SPONSOR • 3 MAY 1958
To Brussels: Guild Films is the first syndicator to be represented at the Brussels Fair.
R. Gould Morrison of Guild's inter- national staff, will headquarter at the entertainment section of the fair.
Apparently the host of a film se- ries can influence viewer liking for the program.
A recent Schwerin research study re- ports that a male host evoked a higher liking for a half-hour drama, than did a female narrator for the same show.
Sales :
• Six new sales resulted from a sudden spurt for ABC Film's 26 Men.
New buyers are Blue Plate Foods in Louisville; Eisner Food Stores, Cham- paign; Desert Distributors, El Centro; and stations KELO-TV, Sioux Falls; WDEF-TV, Chattanooga; and KVSO- TV, Ardmore. Series is now in a total of 178 markets.
• Lee Optical has purchased CNP's Union Pacific in 11 Texas markets.
• Science Ficton Theater (Ziv) was sold in the first quarter to 57 addition- al stations.
In addition, U. S. National Bank bought the series in four Oregon markets, bringing the grand total to 183 markets sold.
• The entire Warner film li- brary (more than 700 films) was bought last week by Storer Broad- casting, for its two Ohio stations, WJW-TV, Cleveland, and WSPD-TV, Toledo.
Re new series: The Hal Roach slate of nine pilots (see Film-Scope, p 49) , ready this week, includes:
• Cindy, a comedy starring Evelyn Rudie.
• The Veil, a dramatic anthology of true mysteries. Host: Boris Karloff.
• The Tall Man, starring Michael Rennie.
• Man of Action, a waterfront ad- venture with John Ireland.
• McGarry and Me, headlining Vir- ginia Mayo and Michael O'Shea.
• Battles of the Century, to be nar- rated by Bob Considine.
• Landmark, a dramatic anthology.
• The Fabulous Oliver Chantry, with George Sanders.
• The Joe DiMaggio Show, true sports adventure.
RADIO STATIONS
The RAB's pitch at the NAB con- vention was labelled "Your Future Is Sound" and focused on demon- strating these factors:
• Regional and national sales calls by RAB salesmen with factual presen- tations and taped examples of the best in radio commercials.
• The area sales clinics conducted by RAB in some 40 markets each year.
• The regional management confer- ences which give station owners, man- agers and salesmen the benefit of the
latest thinking on investing radio with maximum effectiveness.
The RAB also made available a list showing that at least 1,000 spot and network advertisers in radio for the first quarter of 1958. Also a footnote to the effect that the list contained 72 of the 95 eligible blue-chip (Top 100 class) advertisers of 1957.
"Buy-now" campaigns are on the
upbeat:
Mickey McClung, president and gen- eral manager, Golden Empire Broadcasting Co. (KHSL & KHSL-
WGR-TV now leads all Buffalo stations with the largest share of the viewing audience from sign-on to sign-off seven days a week. Source: ARB. ABC Affiliate. Call Peters, Griffin, Woodward for availabilities.
WGR-TV
ABC CHANNEL 2
BUFFALO
I A TRANSCONTINENT STATION
WREX-TV MEANS ROCKFORD AND A BILLION DOLLAR MAR- KET NETWORK AT THE CROSS- ROADS OF MID-AMERICA
The sales power of WREX-TVs combined coverage, spans market portions of 23 countries in Illinois and Wisconsin. Brings preferred CBS-ABC network programs to over 260.000 television homes.
Rockford s metropolitan area is the sales jewel in the WREX-TV market crown . . . 55.760 households— $6,949 sales po- tential per household 16th in national ranking of C S. I per household.
J. M. BAISCH, General Manager
REPRESENTED BY
H-R TELEVISION, INC.
WREX-TV -13-
TV, Chico; KVCV. Redding) gave station employees $10 bonus checks, with one stipulation — that it he spent immediately with a lo- cal merchant. To prove: "Business is good.
WJW, Cleveland, in an effort to boom the downtown shopping area, will air a nightly program, Police Beat, sponsored by The Euclid Avenue Assn. Commercials will plug shopping
Contests, promotions and stunts:
• WPEO, Peoria, welcomed springtime with a '"Sounds of Spring" contest. Listeners were to identify three sounds of spring (ex: children playing jacks) for cash awards.
• WSAI, Cincinnati, promotes a fund-raising drive called "Operation Goodwill" for the city's Goodwill In- dustries.
• KGO, San Francisco, is holding a mammoth $20,000 Riddle Contest— a four-line puzzle to be solved by lis- teners.
• KLUB, Salt Lake City, offers lis- teners the chance to voice their ap- proval or disapproval of a com- mercial— and win money for it. It's a "Do you like that spot?" contest cen- tering on the Famlee Bread campaign developed by Ross Jurnev & Associates.
Covering the Brussels World's Fair: WTOP, Washington, D. C,
has a booth set up in the American Pavilion, and reports the Fair's hap- penings via tape telephone. Change of call letters: KHUM, Eureka, today becomes KINS . . . Anniversary: KFI, Los Angeles, celebrates its 36th year of broadcast-
Kudos: WRC, Wash., D. C, cited by American Motors for its contribu- tion in the Rambler sales campaign . . . WHCT, Hartford, wins Hartford Ad Club Merit award for public service programing . . . WSVA, Harrison- burg, Va., awarded 2nd place in the nationwide Herald-Tribune Fresh Air Fund's annual competition . . . WHC, Pittsburgh, honored by Pa. Associ- ated Press Broadcasters Assn. for out- standing news reporting . . . same for W.ISN, Milwaukee, by the Milwaukee Press Club . . . ditto for KLIF, Dal- las, from the Atlantic City, New Jer- sey Press Club . . . National Safety Awards to WQAM, Miami and
WTIX, New Orleans . . KWFT, Wichita Falls' Farm director, Earl Sargent, named a top-winner in "Save the Soil and Save Texas" awards pro- gram . . . WTSP, St. Petersburg's commentator George Christie awarded by the Florida American Legion for his anti-Communist campaign.
Station staffers: Cliff Lantz, to KRHM. Los Angeles, as account execu- tive . . . Claire Crawford, named di- rector of merchandising and pr WORL, Boston . . . John Williams, news director, KETV. Omaha . . Charlene Hibbard and Hal Corwin, to the staff of KOWN, Escondido, Cal. . . . E. Kelly Crosskill and Lee Ware to the sales dept., WLBZ, Ban- gor . . . Larry Cooper, named direc- tor of public affairs. KMOX, St. Louis . . . Robert Woodel, news director and Lou Parker, program director, WWHG, Hornell, N. Y.
TV STATIONS
Some 350 registrants at the Ameri- can Women in Radio & Tv con- vention in San Francisco indicat- ed a more pronounced trend
Denver's No. 1 Independent
KTLN
now represented by JOHN BLAIR & CO.
SPONSOR • 3 MAY 1958
among agency women to partici- pate in the group and their indus- try-wide activities.
Agency women attended from each buying center of the country.
Program features encompassed more media, business and marketing fea- tures.
sponsor's correspondent spotted women who are station owners, man- agers and promotion and sales execu- tives— indicative of the dollars and cents mood of many sessions.
Award winners: Phyllis Knight, WHAF, Louisville; Rosell Fabiani, WRBL-TV, Columbus, Ga.; Alma John, WWRL, N.Y.C.; Kay West, KEX, Portland; Lee Phillips, WBBM- TV, Chicago; Ruth Allen, WGAR, Cleveland.
Education and public service: KMOX-TV, St. Louis, will soon be- gin programing special filmed inter- views with the city's soldiers overseas . . . WPTZ-TV, Pittsburgh, begins a live educational series in coopera- tion with State U. Teachers College, for residents of Northern N. Y. and Vermont.
New plant: KTVU, San Fran.-Oak- land, now completing its new, modern building, located on Jack London Square.
On the editorializing front: WSTV, Steubenville, aired a pro- posal for community harmony and the end of factional bickering to the City Council, which is in the throes of a crackdown on vice and gambling.
Promotion: WKRC-TV, Cincin- nati, is offering a series of contests for five weeks to promote CBS and local viewership, principally in daytime. Winners get weekend in N. Y. and Washington, transported via "CBS Star Train."
New affiliation: KTIV, Sioux City.
becomes an ABC TV affiliate 22 May.
People on the move: William Murray, appointed resident manager. WHTN-TV, Charleston, W. Va. . . . . Cecil Webb, named director of sales promotion, KRON-TV, San Francisco . . . Al Shore, from account executive to local sales manager, KVTV, Sioux City . . . John Stodelle, local sales manager, KFMB-TV, San Diego . . . Don Miller, to the engineering staff, WSVA, Harrisonburg. ^
*
consulted confidently..
'by every
field of Advertising
NATIONAL REGISTER PUBLISHING CO., Inc.
147 West 42nd St., New York 36, N. Y.
333 No. Michigan Ave., Chicago 1, 111.
2700 West 3rd Street, Los Angeles 57, Cal.
To sell Indiana, you need both the 2nd and 3rd ranking markets.
NOW ONE BUY
delivers both —
YOU NEED TWIN BILLING
in Indiana!
Now, a new, two-station TV buy blankets both the South Bend-Elkhart and Fort Wayne markets, plus healthy chunks of Southern Michigan and Western Ohio. Over 1.6 million population — $2.8 billion Effec- tive Buying Income. Alert buyers are covering these rich markets in combination— and saving 10%! They're buying them right along with Indianapolis— thus cov- ering all the best of Indiana from within— with just two buys!
see your
H-R
9CL
man soon !
TO7 ©
W7 Bs
C*»yrl§ht INt SPONSOR PUBLICATIONS INC.
What's happening in U. 5. Government that affects sponsors, agencies, stations
WASHINGTON WEEK
3 MAY 1958 Washington turned quiet this week alter some months of frantic activity.
All six FCC Commissioners were out on the West Coast with the NAB convention, ap- parently unworried that this might be deemed further fraternization.
The Congressional investigators were resting, with one eye open to pounce on the broad- casting industry again.
Only one hearing was scheduled for the entire week. That was the time set aside for op- ponents of the bill to ban interstate advertising of alcoholic beverages.
Opponents are taking the tack that the bill is unconstitutional, because it would remove a legitimate business tool from a legitimate business.
NAB had already circulated its testimony to the effect that the bill would discriminate against broadcasters as opposed to other ad media. NAB and the distillers, to name two, had been fooled by the schedule allowing one day to each side and setting up the anti side for the second day during the week before last.
As it developed, the temperance forces marshalled a dozen and a half more witnesses than they had originally scheduled. And they talked longer.
The House Commerce Committee still has no plans for hearings on the subject. Mean- while the clock licks toward adjournment and the electioneering rush.
Another anti force is having delay trouble: the army opposed to subscription television.
Long weeks ago, the Senate Commerce Committee ordered the Thurmond (D., S.C.) resolution reported. That resolution would express the sense of the Senate that the FCC should not approve any sort of pay-tv, trial or otherwi -e, until and unless Congress provided express authority.
Nothing has been heard of the resolution since. The actual report was held up pending printing of the opposing views. None have bee l provided.
Further, the same committee's communications subcommittee under the chairmanship of Sen. John Pastore (D., R. I.) was supposed to hold fee-tv hearings.
Sen. Warren Magnuson (D., Wash.), chairman of the Committee, told this reporter that the Thurmond resolution could be reported any time Thurmond called it up. Thurmond told this reporter it would probably be called up some time, but pointed out that the pay-tv hearings are to be held.
Pastore would not mention a date for hearings, but insisted they would be held as soon as the subcommittee's busy schedule will permit.
The quiet of this week will probably not hold for long.
An old sparring partner of the broadcasting industry, Kenneth Cox, is now due back in town. The Senate Commerce Committee chairman Warren Magnuson has promised ranking minority member John Bricker (R., Ohio) that the latter's network regulation bill can have a hearing.
Cox is likely to return to the committee long enough to head that probe. He must still put the finishing touches on the third report of the earlier investigation he needed. That one re- sulted in a stinging attack on network practices, to which the committee majority would not subscribe.
The hearing on the Bricker bill might be delayed until July, however, in which case nothing could be done this session.
A round-up of trade talks, trends and tips for admen
K
SPONSOR HEARS
3cM^Yhti»M ^^^ executive8 are lading courses at tv technician schools as insurance against
sponsor publications inc. an> future walkouts by NABET.
Similar training at CBS came in handy during the recent IBEW strike.
Those page ads McCann-Erickson ran in the New York dailies expressing implicit faith in the American economy had this ironic timing: They came in the middle of a stream of letouts.
The agency's explanation: Its payroll was running over the safety mark (60%).
Pharmaceutical's Twenty-One (NBC TV) this week hit the jackpot on the num- ber of products crowded into a single half-hour: six, to be exact.
Commercial attention was paid to Geritol, Sominex, New Serutan, Electric Shave, and Aqua Velva. The last two were combined as a sort of piggy-back.
Spurred by the action of the FCC in holding up the license renewals of all but
three Atlanta stations, a Washington lawyer wired a station he represents:
"Recommend you immediately add 96 minutes of educational programing per
week."
The stipulated time was based on a formula the lawyer deemed acceptable to the FCC.
Judging by the rate that CBS TV and NBC TV are scrounging around for games of chance, daytime programing this fall — Madison Avenue fears — will resemble a Las Vegas where nobody loses.
Also causing apprehension is the trend toward converting some of these bingo strips into nighttime versions.
Don Davis, head of KMBC-TV and amateur Kansas City historian, in digging through some musty files discovered that KMBC had television as far back as 1933.
His source: a house programing organ that related that Ted Malone's Between the Bookends was being aired daily over experimental W9XAL and was drawing fan mail from a "distance of 600 miles under good reception conditions."
The current exchange of angry words between Jack Paar and Walter Winchell
will probably recall to an earlier generation the time when such on-the-air fueds were strictly of a mock nature and intended for laughs. Examples of the bloodless warfare:
The continuing fire of witty insults between Winchell and the late Ben Bernie and between Jack Benny and the late Fred Allen.
With the retirement of Virginia Spragle from JWT this week, another agency business service died: the script and talent buyer.
In a sense, it rang down the final curtain on an era: the agency as a creative showman.
A fitting epitaph suggested by a JWT veteran: The stopwatches have been tossed out the window as the slidernles take over.
68 SPONSOR • 3 MAY 1958
From left: WSB Radio's program director Elmo Ellis, West Virginia Governor Cecil Underwood, Col. Allan Julian, Atlanta Historical Society Director, Don McGannon, president Westinghou.se Broadcasting Co.
First Annual Westinghouse History Award goes to WSB Radio, Atlanta
For the "best historical program on American radio or television in 1957"
Subject of inquiry: "Why did the South Lose the Civil War?" This first program in WSB Radio's staff-produced "Witness" series topped all other historicals in the nation-wide competition.
Other accolades to the quality of WSB local programming came in March. The Associated Press at its annual Press Award dinner honored the WSB Radio News Bureau with four Superior awards, one Excellent, and an Honorable Mention. Comprehensive news coverage, news com- mentary, farm news, sports and women's news were categories cited.
Dedication to broadcasting in the public interest is one reason why WSB commands the largest, most loyal audience in Georgia radio. Listen- ers believe in WSB Radio. This believability builds sales for WSB advertisers.
Affiliated with The Atlanta Journal-Constitution. NBC affiliate. Represented by Edw. Petry & Co.
• Live-look quality
• Immediate playback- no processing
• Practical editing
• Record from studio or remote camera
• Tapes fully interchangeable between machines
• Tapes eraseable, reuseable
• Lowest overall cost
CLEVELAND'S STATION FOR Ml
AIR MEDIA OUTLOOK
i ('mil in in (I from page 37) formation on network radio spending, so tlic amount of money spent by hard goods advertisers is not easy to esti- mate. However, a perusal of sponsor's list of network radio clients, run every lour weeks, -hows without question that the medium lives primarily on soft goods advertising.
The pickup in hard goods sales de- pends on many factors, but the rate of new household formation is a key one. As mentioned before, the most recent census projection, which put the mil- lion-a-year for additional households somewhere in the late 60's, is consid- ered conservative. This conservatism is apparently due, said JWT's Reed, to the experts' natural reluctance to go out on a limb.
Reed expects the marriage inclina- lic n- of wartime babies to show up early in the 60's. He pointed out that the long-term trend has been toward marriage at an earlier age, "despite what your grandmother told you about earh marriages in her day."
Behind Reed"s statement on mar- riageable ages are facts documented by the Census Bureau going back to the 19th Century. The median age for first marriages among men was 26.1 years in 1890, 24.3 years in 1940 and 22.9 years in 1956. Among women the figures are 22 years in 1890, 21.5 years in 1940 and 20.1 years in 1956. This has been a consistent trend through wars, depressions and despite the fact that men and women spend more time than ever going to school.
Just as the drop in new household formation did not automatically mean a drop in hard goods sales, so the reverse is true. Hard goods sales will not necessarily go up hand-in-hand with the increase in households (though, in the long run. it will I.
A great deal depends, for example, on government housing policy. Will the government be liberal on mortgage insurance and in setting up a second- ar\ market for mortgages? No one can say for sure, though the history of the post World War II era indicates thai I . S. will be permanent prop for the housing industry.
\ -harp comeback for the hard -nod- business, in any case, would not hurt soft goods, if the past is any indication. When the auto and appli- ance manufacturers were prospering, -ell goods were. too. With the Census Bureau continually upping its projec-
tions of future population, this side-by- side sharing of prosperity is expected to continue.
The most recent projections of U. S. population were made more than two years ago. At that time, the estimate was revised upward because of the dis- covery that population growth during the 1952-55 period was 500,000 great- er than expected. The new series of projections ( the Census Bureau makes maximum, minimum and intermediate projections) put the 1965 population at 186-193 million and the 1975 popu- lation at 207-228 million.
Even the maximum projections (the bureau won't call them "predictions" or "forecasts") seem already conserva- tive. For example, the maximum pro- jected figure for 1 January 1957 was 169 million. The actual figure was 169.8 million, nearly a million more than expected.
It would not be surprising, there- fore, if the actual population hits somewhere in the neighborhood of 230-235 million by 1975.
The actual figure is subject to a number of "ifs" and "buts," among them the length of the current reces- sion and its effect on marriages. How- ever, certain population patterns are easier to predict, particularly the breakdown by age groups.
It can be safely predicted that the number of young adults will remain at a fairly low level through the re- mainder of this decade, but will sharp- ly increase during the late 60's and 70's. For example, the number of persons reaching 21 will average 24% annually above the 1954 figure (the lowest point) during the 1961-65 peri- od, 519c above the 1954 figure during the 1966-70 period and 68$ during the 1971-75 period.
For the immediate future, there will he a shortage in the labor market. This will open opportunities for work- ing women on the one hand hut put a strain on wage earners on the other, since a relatively small labor force will be supporting relatively large numbers of children and people of middle-age and over.
Buying patterns, of course, will be affected but. here again, the outlook loi ~,ili - Is is promising. The de- mands of the old and young are not so much for appliances, autos and housing but for food, clothing and services — offering a market for soft goods such as the nation has never seen before. ^
SPONSOR • 3 MAY 1958
Vs RUBICAM, Advwtismg
V YORK ■ CHICAGO ■ DETROIT • SAN FRANCISCO ■ ZOS
LONDON ■ MEXICO CITY ■ FRANKFURT ■ SAN JUAN ■ CARACAS
Tinker to Evers to Slattery*
jf: When it comes to the writing, art direction and production
of TV commercials, there shouldn't be any such word as Chance.
sponsor • 3 may 1958
TV FILM
Continued from pag( 41) and. at the other extreme, a long, un- broken shol maj 1"- helpful if a lei- burel) and restful atmosphere is wanted.
Changes in the picture accomplished through the use of an optical printer after the regular photography has been completed are known as "opticals."
I In' niic> mosl commonly in use are lade-. dissobes. and wipes.
"Fade in" describes the gradual ap- pearance of a picture on a blank screen; "fade out" refers to the oppo-
site effect. When one scene is faded out and a new one faded in, there is a definite break between them that has been compared to the lowering of a curtain in the theater between scenes. This sort of pause is rarely needed in a television commercial, first, because the telling of the sales story for most products does not require indicating any notable amount of time elapsing between one scene and another, and, second, because such a definite pause takes up valuable commercial time. On the other hand, fades are frequently used in commercials for other reasons.
PORT ARTHUR
|
Eyeing |
Texas? The fabulous |
|
|
Beaumont |
-Port Arthur-Orange area |
|
|
of over |
1 |
000,000 prosperous |
|
people |
is covered only by |
|
|
KFDM |
Beaumont Radio & TV |
CBS ABC
mk-,. See PETERS-GRIFFIN-WOODWARD, inc.
For example, a product ma}' be faded into a scene or faded out, as many other elements or lettering. This is a somewhat less abrupt way than "pop- ping" them in or out. Especially in animation, fades are used in commer- cials in this way.
A combination of the two types of fade is a "dissolve;" the first scene fades out simultaneously with the fading in of the second. Since this effect usually is accomplished by over- lapping films of the two scenes and printing them together, it is often re- ferred to in film work as a "lap dis- solve." Both dissolves and fades can be, if necessary, handled in the camera during the photography by adjusting the amount of light taken in and maneuvering the film, but of course the exact control possible in the labo- ratory usually cannot be achieved in this way; so the method is rarely used, except where it is urgent to cut down to the minimum the time spent in processing.
Dissolves are used much more often than fades for transitions between scenes in commercials because they do not interrupt the forward movement of the commercial, as a fade-out or fade- in does, even if only slightly; during a dissolve there is always a picture on the screen. Sometimes an object, usu- ally the product, seems to stay in the same place through the transition and appear in the second scene. This is a "match dissolve;" the position of the object in the first scene is exactly cali- brated in respect to the camera and then matched in the scene to follow. This is not a quick or simple thing to do, as may be imagined, but often the effect is worth the trouble.
An optical transition that indicates even a smaller lapse of time than a dissolve, or even action taking place simultaneously, is the "wipe." A wipe, as the name suggests, gives the impres- sion that the first scene is wiped off the screen by the second. This can be done in a variety of styles. If the second scene starts as a pinpoint and then, in an expanding circle, covers the screen, it is an "iris." A "barn- door" wipe imitates the effect of double doors opening in the center to reveal the new scene. Probably the most common wipes, vertical, hori- zontal, or diagonal, simply start at one side or corner of the screen and pro- ceed to the one opposite.
Often a vertical wipe is stopped half- way across the screen to provide a
SPONSOR • 3 may 1958
split-screen effect, showing action simultaneously taking place in two locations, as in a phone call, for ex- ample. Sometimes it is useful to wipe in a shot of the announcer speaking to the camera in a circle or oval on a small part of the screen while a demon- stration or other action is taking place on the main portion of the screen. Wipes serve a multitude of purposes in television commercials. A few other examples will further illustrate the diversity of uses. An iris, for instance, may blank out a scene except for the product in the center of the screen, and then reverse itself to reveal a new scene in which the product also plays a part; this would be done by using a combination of a match dissolve with an iris-in and an iris-out. The product itself sometimes is used as one edge of a wipe across the screen, a new scene following the close-up of the product on the screen, the product moving off as the new scene is wiped on. A wipe may be in the form of a trade-mark or product name, permitting the effect of looking at a scene as though through a cutout of the trade- mark or name, which the as the whole scene is revealed.
Another transitional effect is the "flip frame," in which a scene appears to revolve, revealing a new scene. Still a different way of accomplishing the same thing is to call for the new scene to push the first one out of the frame, as though slides were being used, or magic-lantern stills, with the second one pushing the first one away. A page-turning wipe sometimes is effective; a new scene is wiped in as a page of a book is turned.
One of the hardest-working optical effects in commercials consists of wiping letters or words on or off the screen, or popping or fading them on or off. In many cases this is done on top of a scene and is then referred to as "double-printing" or, more often in television, "superimposing" or "super- ing" the words or letters.
Everything that is important in a commercial should be expressed visu- ally and not carried only on the sound track. This includes not only the name of the product and the slogan but also, whenever they can be stated briefly, the principal sales points. The tele- vision viewer will remember words he sees on the screen longer than words he only hears.
The possibilities in the use of op- ticals in a television commercial are almost limitless, and, when wisely used, provide an opportunity to in- crease greatly the effectiveness of the commercial.
All of the opticals mentioned so far may, on some occasions, be distracting, but there are opticals that are not dis- tracting or even noticeable. A "matte" (pronounced "mat") shot is a good example; when properly done it gives an impression of straight photography. A matte is a device that blocks out a part of a picture being photographed. Later, on an optical printer, that part is put into the picture from another film. This makes it possible to com- bine studio photography with back- ground scenes obtained on location.
Rear projection is a technique for adding background to a scene while it is being photographed, the background desired, either still or in motion, simply being projected onto a trans- lucent screen behind the performers. Not every studio is equipped for rear projection, but the device is coming into more common use, largely because of the demand for it in the production of television commercials. ^
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£&adA Ul £t£%MA offers 18 top-rated, first-run MGhA film features weekly.
Put Your Money Where The Buying is
Bert Ferguson
\-k oui advertisers, "Whj WIM \.'" and you'll gel this answer: WDLA SELLS I III. MEMPHIS NEGRO MARKET AS NO OTHER Ml. I HI \l CAN!
LARGEST NEGRO MARKET
\\ hi \. with the onlj 50,000 watt trans- mitter in thi- area, reaches 1,237,686 Negroes. Umosl one-tenth of the nation's total Nifiro population . . . with the overwhelming earnings of $616,294,100 last year.
According to a 129-city survey, Mem- phi- rank- first in ratio of total Negro in- come to total white income, with $28.79 of Negro income for every $100 of white income. Quite a contrast with New York
where the ratio is $6.59 for every $100, and Chicago with $7.89 for every $100!
HIGH VOLUME— SALES RESPONSIVE!
["his Negro market spends an average of 80% of its income on consumer goods; lasl yeai bought 61.3?! of the flour sold in Memphis . . . 52.7r; of the hair tonic .Hid dressing . . . 47.9% of the sugar . . . vTDIA's year-in, year-out advertisers in- clude:
BAYER VSPIRIN • BREAST O'CHICK- EN TUNA • BRl CE WAX AND POLISH • COLGATE- I'M MOl l\ E < OMPAN1 • I ONTINENTAL TRAIL- \\ VYS • GENERAL FOODS CORPO- I! \ll<>\
Negroes make up W, ol the Mem- phis market! Vnd, before ii buys, this big Memphis Negro markel li-ten- to Will V
\MM\ ALONE DELIVERS IT!
More than a radio station to its loyal audience, \\l)l\ i- an integral part of theii dail) lives. \\ 1)1 \ combines un- matched persona] appeal, hard-hitting salesmanship and powerful coverage to -ell i In- largc«t Negro iiiaiki-t in Vmerica!
\\ i ite us tod i) foi facts and figures . guecess Btories in your field!
WDIA is represented nationally by John E. Pearson Company
KG MONT SONDERLING, President HAROLD WALKER, Vice-President, Sales
Tv and radio NEWSMAKERS
William J. Mcllvain has been named vice president in charge of broadcasting for the Leo Burnett Co., Inc., it has been an- nounced by the Chicago agency. Formerly vice president in charge of network rela- tions at the agency's New York office, Mc- llvain will now move to Burnett's Chicago headquarters. He began his career with Burnett in 1945 as a timebuyer and super- visor of radio and tv commercial productions. In 1947 he was transferred to the N. Y. office and three years later was promoted to manager of the branch. Before his election to vice president in charge of network relations, he held the position of vice president and manager for three years. Burnett's air billings totaled $48,000,- 000 for 1957, an increase of 33r/( since 1950.
David W. Tebet has been promoted to general program executive of NBC tele- vision network programs, it was announced by Robert F. Lewine, vice president of NBC TV network programs. He will con- tinue his former function as manager of special programs in charge of talent and casting. In addition, he will take over the responsibility of the network's special program assignments. Before joining the NBC TV's programing department in 1956. Tebet was for six years public relations repre- sentative for Max Liebman Productions. He began his career in the entertainment field with the Shubert Theatres. Later he became a press representative and, for 12 years, was associated with John C. Wilson Productions and other theatrical producers. Tebet is a native of Philadelphia and attended Temple University.
Jack Delier has recently been appointed sales manager of KWTV, Oklahoma City, it was announced In Edgar T. Bell, KWTV station manager. In addition to his new responsibilities as sales manager, Delier will continue his former activities in charge of that station's national sales. [# JH Before joining KWTV in 1953, he was as-
fm^^HI sociated with Universal Pictures Corpora- tion where he was director of film sales and distribution. During World War II he served as Lt. Col. for the U. S. Air Corps. Delier is a graduate of the University of Oklahoma and also attended Creighton University in Omaha. He replaces Fred L. Vance, who has ved to KVOA and KVOA TV, Tucson, Arizona.
SPONSOR • 3 MAY 1958
WW VA is first in every time period ...tops the next 4 stations combined
The January 1958 PULSE for the Upper Ohio River Valley (shown above) proves again that Radio Station WWVA is first in every time period, from 6 AM to midnight, seven days a week! What's more, WWVA's average audience share Monday through Friday is greater than the next four stations combined!
In fact, WWVA is the only single medium of any kind that offers you dominant coverage of the bus- tling Upper Ohio River Valley Market, the Heart of Industrial America, where more than 1,764,000 persons enjoy an income of over 2 J 2 billion a year.
The 50,000-watt voice of WWVA covers 486,700 radio homes in this big market and gives you a big audience bonus in 29 other counties! See your JOHN BLAIR rep today.
"lancioujs on the local scene
CBS RADIO in WHEELING
National Representative: John Blair & Co.
National Sales Director: M. E. McMurray
625 Madison Ave., N.Y. .230 N.Michigan Ave., Chicago
f^% Stor er Kaxiio
■<w*'
WWVA
Wheeling
WJBK
Detroit
WIBG
Philadelphia
WJW
Cleveland
WSPD
Toledo
WAGA
Atlanta
WGBS
Miami
SPONSOR ] SPEAKS
The right to know
Two weeks ago, a Senate subcommittee held hearings on a subject of vital interest to all communications media. The hearings concerned a proposed amendment which would, in effect, prevent Federal officers and agencies from withholding certain information from the public or from limiting the availability of records to the public.
This is of obvious concern to radio and television broad- casters— important enough, in fact, for action by the entire industry. At the hearings, Robert D. Swezey, chairman of the NAB Freedom of Information Committee (and executive v.p. of WDSU Broadcasting Corp., New Orleans), made some cogent remarks on the subject which bear repeating.
"The right of the American people to be informed on the conduct of their government is the very essence of the demo- cratic process," said Swezey. He went on to admit that the industry is not suggesting release of information which might jeopardize national security. But, he added, "The tight, un- realistic secrecy imposed by many government officials and agencies is, in our opinion, quite unnecessarily stemming the free flow of information to the American people- — informa- tion which is essential if they are to form reasonable and secure judgments with respect to the manner in which the affairs of their government are being conducted."
After suggesting several ways that access to records and files can be improved, Swezey added this note: "The tendency to withhold and secrete information gradually jells, solidi- fies and finally hardens into a soil of official inertia."
Swezey concluded by pledging the fullest support of the radio and television industry to cooperate with the Commit- tee in arriving at a realistic solution to what has become an often perplexing and sometimes dangerous problem. We can onl) second Swezey's remarks, and suggest that radio and tv stations do everything within their power to maintain their lie i lorn to -cck out the truth and make it public.
this we fight FOR: A "buying mood" can end tlw recession (/uickly. Effective adver- tising can create that "mood." More than ever. Stations hare a responsibility to determine and provide full audience and market data to help their advertisers do the selling job now.
lO-SECOND SPOTS
Peter Piper: Come National Pickle Week (22-31 May), WHHY, Mont- gomery, Ala., is set. Tom Doran, sta- tion d.j. has launched a "Dill Pickle Dunkers Society," issued 10,000 mem- bership cards. Doran terms the pickle "a versatile little vegetable which can't be taken seriously." Sounds to us like a description oj a d.j.
Style: From north of the border, Phil Stone of Toronto's CHUM reports a new game called Advertising Agency Roulette. You place six jackets in a box; one has padded shoulders. Or you place six admen in a box and one needs padded shoulders.
No politico: Don Coleman, account exec at Campbell-Mithun for American Dairy Association assures us there is absolutely nothing political in his cli- ent's initials — ADA.
Critique: sponsor's Spot-Watcher has been viewing tv with a jaundiced eye, raises the following questions:
111 In the Pepto Bismol tv commer- cial, how come the secretary has a large family size bottle of PB in her desk drawer? Our Spot-Watcher has yet to find a secretary who has room for a large size of anything in a drawer — what with shoes, make-up mirror, eye shadow, lipstick, peanut butter crackers, rain boots and sundry items taking up practically all space.
(2) Why does the gal in the Klee- nex commercial try to take off her make-up without first creaming her face?
(3) If the Chevrolet offers such a comfortable, relaxed ride, then how come the model who portrays the pas- senger in commercials on the Dinah Shore Show appears to be sitting on the edge of a rain-spout, three stories high? Does she lean front as she does to keep the camera in focus — on her?
Summit: The height of something-or- olher has been reached by WIP, Phila- delphia, which uses this title for press releases: "WIPples and WlPercus- sions." Proving the pun is mightier than the sword.
Add Philly: Also from City of Broth- erly Love comes this one: Eddie Calla- han, son of WI'EN salesman Ed Cal- lahan, was asked to bring into school samples of four letter words. Eddie's contribution: "Philadelphia. Pennsyl- vania, presentation. Manischewitz." How about tel-e-vi-sion, man-i-cot-ti?
Yes, Business is GOOD in Omaha, home of the Strategic Air Command, which has just been assigned a key role in missiles.
The Defense Department has just an- nounced plans to spend $25,000,000 in the Omaha area to equip SAC for its missiles mission.
This brings Omaha's 1958 building pro- gram, public and private to an all-time record of $250,000,000!
Yes, business is GOOD in Omaha!
Get your share of this big, healthy mar- ket with the number one sales station. The station with the fabulous news ratings, the outstanding MGM film library and the top personalities — WOW-TV, Channel 6!
The mighty intercontinental ballistic missile, the SM-65 Atlas— symbol of the future roles the Strategic Air Command will play in space operations.
WOW-TV fi
A 1 FRANK P. FOGARTY, Vice President and General Manager BLAIR-TV
. 1 FRED EBENER, Sales Manager Representatives ^^^F
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WOW and WOW-TV, OMAHA • KPHO and KPHO-TV, PHOENIX WHEN and WHEN-TV, SYRACUSE • KCMO and KCMO-TV, KANSAS CITY KRMG, TULSA, OKLAHOMA Meredith Stations are affiliated with Better Homes and Gardens and Successful Farming Magazines
leading station in Central California's major population centers!*
SACRAMENTO
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*ARB, Sacramento-Stockton, Feb. 1958, and Modesto, March, 1958 |
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