Picturephone: new television trouble - shooter 31

Hair tints look permanent on television 40

Creative switch: storyboards sire new products 44- - --- - - - - - ----------

One of a series

. (

(Ou te

his year we usedWBAL--TVexclusively...and certainlybelieve a substantial shareof our healthy salesincreasecan be credited to thisvery effective advertisingp1·og1·a111.

0 . ~ll1rt1..1nL1r1J1..·'Vice Prt."1'.kntSuburb.in ClubCarbon.ired R1..·\·1..·r.11!1..· C1..1 .• Inc.

Maximum Response-that's advertising errlclency.

WBAL-TV~BALTIMORE"MARYLAND"S NUMBER ONE CHANNEL OF COMMUNICATION"

..... •.

hidden treasure is buried in the WGAL-TVmarket

.11hil

wiu¡~

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ra1

:oalhicktd o

AP

-~::b,.,.

ULl.flOHfl

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In the multi-city Channel 8 area-Lancaster,Harrisburg, York, and countless other com­munities-lies tremendous sales potential.Don't overlook it. Allocate sufficient funds tocapture your full share. \YGAL-T\~ is themedium that can do the selling job for you.

~/

Lancaster, Pa.STEINMAN STATION • Clair McCollough, Pres.

Representative:The MEEKER Company, Inc.

New York • Chicago • Los Angeles • San Francisco

-...,.,..•."

' -.11 f ' •~

,/

FRIDAY .AT 5:~(

anuary Network Report to House Raters

teleased.Says Samples Are Accuratewa,hinl!ton-Ncl\\ ork off ici.ils '' ho

ict with the Harris R.11ing" luvcsti­uing Subcommittee behind closed)Oí\ ia••1 January were convinced of/cr-all accuracy of prime time pro­'am rating hy Nielsen and ARB inuional tv. Evhauvtivc and covtly stud­s hacked the Iindingv, which con­.rncd only national tv, and not local.• radio ratings.The just-released transcript of the

ecting showed nets worried mostiout the one doubtful and untestedretor in the sample base of both scrv­cs: Arc "cooperative" families fur­shing the raw rating Jata truly rep­scntativc of the whole population oromission of the many "non-coopera-

1vc" and presumably more selectiveunifies distorting the basic sample?

Rep. John Moss (D-Calif.), hasccn convinced all along that this isserious flaw in the rating base, and

ray be what gives a Beverly ll illbll­'.'s top rating, when Moss could nevernd a soul in his circle who would putanywhere but on the bottom.

:/AP Research Program

:\"cw York-"Unint..:rruptcd 52-eek-per-year interviewing in thecld" is the keystone of a new re­.arch program to be launched by theational Consumer; Audience Profile.rvicc on Jan. I, 1965.

In an announcement by Phillip W.11enig. president of the SRDS Data>iv. of Standard Rate & Data Service,ic., it was explained that during thealcndar year, 20,000 individuals re­ding in I 0,000 hou••cholds, coast-to­oast. wi II he personally checked forreir media habits and product usage-both on an individual and hou ••choldasjs.

It was further stated that four na­onal C AP reports will be issued in965, "permitting advertisers, agenciesnd media to detect changes in con­amcr behavior and become irncdi­tcly awareof trends ª" they occur."Wenig said the company would have

kcd to initiate the changes in fall,964, "but we know from experiencerat media audiences obtained during>ctober-No\'cmhcr will be badly dis­ortcd due to the presidential and state­lidc elections."

S.ptember 28, 1964

Evh.iuvtivc .md wr} costly rcvc.irchof prune time show r.1tmg' was pre­vented in digcvt form to the subcorn­nuucc in Lmunry hy J.1y lh.rshcrg ofl llS. Juli,» Harn.uhan oí ABC andHugh ~l. Hcv illc of :'\BC. Inc vtudicsproved th,«. vtrangc .1, II vccrnx to theuninitiated. a 'ample .1<;small as 1000home' can fairl} rcprcvcnt n;1t1011JIviewing. In í.ict. '1uJ1._·, vhowcd thata sample taken from ucrosx the widthof the country would be no more ac­curate in r.uing audience '1c\\ ing th.inone coníincd to a 'ingle market place.

Up to a point, the bigger the s.irn­ple, the more accurate the rating. Butbeyond a certain number-2500 inthe studies prevented by the nct.¡­the increase in cost J1d not justifythe 'er) small added degree of ac­curacy. In fact. addederror could creepinto over-extended sample.

Nationwide studies ,,1ti<.ficd the net­works that the procedure of ARB andNielsen. even when sorne oddh.ill fieldwork was revealed (the tv view ingmeter committee investigators foundone that ran 24 hours, the apart­ment house manager's off ice that wasa "sample home." ctc.), did not flawthe final ruting-. In an) cave, shpshodaspect" would not be taken care ofhy office and field audit under theratings council, they believe - to­gether with rating firms' own recentself-irnprovcmcnts.

The studies also showed a••tonish­ingly clove correlation between net­work prime time program ratings hyNielsen's meter syvtcm. and by ARB'sJi aries.

Global Ad Network:\lluui, Ma. I hrcc groups of JJ

.igcncic-, "•II merge 0-..t I to íormAdvcr uving .ind \l.ir"ct111~ Inter­n.111011.d ~C.:l\loMk IA\11' ), Jn­cr rhcd ;1, "the w or ld v l.irgc't network of adv cr uving .1gcn1..1c.:'"

The three .id network- involvedinclude: CAA'-· th •..· (, nuncnt.rlt\dH.:rt1,tng Agcnc v 'cl\\•1rk.\\h1 •..hCO\Cr' the I nucd \t.llC\, ( .1n.1JJand ihe ( anbbc.rn: (,,\\I, (ornupAdvcr uvmg S•..·n 1..:c~ lnrcru.uronal."11h irucrc-t-, in Au .•1r.1h.1 .indSouthc.ivt Avia: 01'1 ., the Or garu-1;111011de Vente ct de Publu ucI uropccn, serving l.uropc.

( :\t\' " the oldcvt of the: three.h.i' ing been íorrncd J 2 ) cars .igo.(11\SI \\j\ founded rn l1J5fi andOPE in 1958.

Compton Advertising

Sets Up Office in Rome:"'e'' York-l·or the second time in

a \\Cd.. Compton AJ,·c.:n1••mg. Inc.ha~ announced acqur-tuon of a newover-ca branch.

Firvt. it wav Paris with the forma­t ion of Coruact-Com pron (sec storyp. 15).

Several d.1)' later. the agency re­vealed that it had joined forces w uhCueto AJ, cruving. Rome, haly.

The new agency, the ninth offrcc inCompton's cvp.indmg rrucrnauonaloperations. "111 he called Compton­Cucto Advcrtiving S.P.A. Client" 111-

elude Schick S.1frty R.17l1r Company,the B.x·111~ C•..imp.my, WmchcvtcrArm' and Schweppes.

GE Broadcasting Plans CATV for Albany AreaSchenectady, ~- Y.-Gencral Elcc­

trie Broadcavring Co. is ahout to makeih f1r-.1 for.1y into the community an­terina t v field with announcement that11pl.ins to apply for CAT\' fr.mchisc-,in several municipahucs throughoutthe capital district (Alb.my-Schncctady­Troy arcas).

J. Milton Lang. 'ice provident andgcncr ji manager of G•...ncral Electric'<\\'(,Y and \\'RG B. vaid he ha' noti­fied offici.ils in 14 villages. towns andciucv, adding that "work h.1•• alreadycommenced on the prcpar at ion of aformal presentation including a pro-

povcd or dmancc and is cvpcctcd to becompleted 'hon Iy."

Iocal government pcrnusvion '"nccc-varv in c-tahli-hing the s) stemvincc c.rblc- muvt be strung along cuy\(l"CCI<\.

Current plan' e.ill for the feedingof progr.rms from New York City'sindependent tv vtauonv, mcludingchannel I J. the ..:I!~·.,educational out­let. Al-o, there ., a fX.""''1hrl1t} thatsorne ( anadian \(3110n' may be used.

Lvurnatcs arc that a ( AT\' "} vtcrnIll the capital divtr rct would make eightor more channels available.

----------------------------CONTINUED ONNEXTP.A.GE----~

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

Stewart: Ad Industry FacesProblemsK&E's president cites costs, competition, declining adeffectiveness, ad bureaucrtrcy and market changes

New York - Rising media costs,an increase in ad competition, thedeclining effectiveness of advertisingitself, the growth of an ad bureauc­racy and revolutionary changesin theAmerican market are "the red hotproblems" facing American advertis­ing, David C. Stewart, Kenyon &Eckhardt president and chief execu-

CBS Offical HitsGovernment Regulatio,n

New York-Every broadcaster inthe country must wagea battle to pre­vent further government regulation ofthe industry, Theodore Koop, Wash­ington vice president for CBS, toldCBS Radio Affiliates last week. Con­gressand the FCC, he said, "are main­taining without let-up a penetratingex­amination of virtually every phaseofthe broadcastbusiness."

Koop added:"1 would note particu­larly the commission's (FCC) excur­sions into the program decision-mak­ing process."

Government regulation of our in­dustry will never cease,the CBS ex­ecutive said. "We can always hopethat it may diminish, but realistic ap­praisal makesthat hope dubious. Ourefforts then, must be concentratedonpreventing further regulation."

AMA On ABC-TVChicago- Following changesin

the text of the spots,ABC-TV hasagreedto air a seriesof one-minuteannouncements prepared by theAmerican Medical Assn. in its con­certed drive againstMedicare.

According to AMA, the spotswillbe televisedon about 150ABC sta­tions, plus 142 other local tv out­lets in major markets.

CBS and NBC rejectedthe spotsimmediately. citing net rules onthe lengthof controversialmaterial.A ílC left the door open, suggest­ing that the network might acceptthe commercialsif certain revisionswere made.

tive officer, told the Advertising Clubof New York at its first "salute tothe agencies" luncheon.

Pegging his talk on K&E's atten­tion-getting fire engine red envelopes,Stewart declared: "We're convincedthat to solve these problems, adver­tising must seek and find new typesof vital information - that it mustengagein entirely new kinds of red­blooded research - research whichcuts deeper, and gets closer to thereal heart of marketing problems,than in the drab and hazy past."

Problem one, Stewart said, is risingcosts. "Any agencyor advertiser whodoes not recognize this as a red hotproblem with a big red 'warning'sign on it is just kidding himself."

Stewart assertedthat everything -tv, magazines,newspapers,radio, out­door - is up, sharply up and go­ing up higher - as much as 80percent by 1970. "To put it anotherway," he said, "in the next six years.advertising budgets will have to beraised 13 to 30 percent to deliverthe same relative media weightagainsttotal households."

Problem two cited by Stewart isthe boost in ad competition. Thesheer volume of American advertis­ing has jumped from $7.75 billion in1953 to $13 billion in 1963,he pointed out, adding that estimatesfor 1973 put the figure at $29 bil­lion. "What this really means is mil­lions and millions more messages,competing with your advertising forthe public's attention."

Commenting on problem three,the declining effectiveness of adver­tising itself, Stewart said: "Accordingto studies we've made at K & E, theaverageadvertiserhas to spendalmosttwice as much today to gain a singleshare point of his industry's total vol­ume as he did only 1O years ago. Inother words, he's budgeting largersums for advertising which is actu­ally working lessefficiently."

Problem four is the "incredible"growth of advertising bureaucracy."Recently we analyzedthe progressofa media recommendation to an im­portant national advertiser," Stewartsaid. "We found that it had to passthrough 54 different hands."

~

I

Have yoy any idea how "comp)cated and wasteful all this red ti1fhas become?" he asked.

Problem five, according to 5tewaris the revolutionary changes in diAmerican market "which have beeare and will be taking place for yea:to come."

What .looks like a mass marketa collection of many highly speciaized, highly different smaller rnarkewith varying tastes, interests, lik1and dislikes, he declared. "If we aivertising men are going to reacthem successfully - we've got Iknow far more about them."

Gulf Waives AdsIn 'Warren Special'New York - For the fourth time

in 97 "instant special" sponsorshipson NBC-TV, the Gulf Oil Co. haseschewedcommercials. Picking upthe tab for last night's (Sept. 27)hour-long NBC examination of theWarren Commission Report, thecompany limited itself to identifica­tion only.

The other three instanceswerespecialson the Texas Tower disas­ter, the sinking of the submarine'Thresher" and the death of DagHammarskjold.

Service AdvertisingHits Peace-Time Record

New York-An estimated S2~million in time and spacewas donateto major public service campaigns¡the past year, according to the Advetising Council. Traceable ad suppofor the council's national campaigilast year was peggedat $187 rnillioi

The council points out that the curent figure, a peace-timerecord, donot include "the incalculable value etens of thousandsof man-hours·.:01

tributed to 18 major campaignsby üvolunteer advertising agencieswhiccreatedthem." The estimatealsod0t

not cover the value of public serví'advertising placed commercially tcompanies supporting various loeand national causes not counteamong the Advertising Council's O\\

projects.Council campaigns include traff

safety, U.S. SavingsBonds and forefire prevention(SmokeyBear).

erTl'

En·ry ;-;o oflt·11 ;-;011H•l1111lyin lrIIF-T\' gel ..•

a lur-kv lm-uk. \\'<•\\'ill gr:111t they :ire prl'lt.'·

few luit we woulr] Ill' le:-;-; th:111 ho11t•,1 if w1·

didn't admit to a11 ot't'a;-;io11al hit of l.!nod for­

tune. The enll Idters of 011r origi11al .•tat i1111

\\'\YLP were dcrin·d from 111y in it i:11..;, whi1·!i

I t hink w:1s a rnt lu-r :-111:11·t1110n• on the parí

of my :-;tockholdns l1e<·atl:-l' t lu-n I ('011lcl11't

help l.ut gin· them l'\·erything I h.ul and a

little hit more lwsides.

,;.i

The FCC lm-. tukvu lHllt' of .'omc 111on· nf

~-•' 1 our frie11ds with the pa:-s:1ge of Iiuu-. Thu- w«take t hi- uu-n n- to a11n1111nc1•that 1111rgood

Iricnd .. John Zininu-ruum B1wkl1'.'" J>n•,id1·11t

of the Parker ~la1111fat'l11ri11l.! ('o. of \Yo1Te:-lt'r

~l:i:-s:H'hll,l'l t:- and a long t i11H' dinx-l or of

this l'o111pa11y now has :1 ...iiuilur per ...1111:11:-t:ik1•

in the st1<'n'" nf om \\'.JZB. ( 'Iuuuu-l I~ i11

\\'01Teslt·r.

a statement of

September28, 1964

WWLP&WJZBSPRINGFIELD, MASS. WORCESTER, MASS.

by William L. Putnam

l l i- -t ut iou will :-hnrtly •itll'rak w it h .1 II•"'•.!.; k ilow.rt t Tow11,e11d .\ ..;,1wi:1t.- .. a111plifi1·r.

from t lu- fi1w..;t t ruu-ruit t cr ..•itr- in .\ •." Eu:.:laud (11111d1111't t:1k1· 111~·\\nrcl for ii. n-k t lu­Ya11k1·1· ur-t work ). Iii, ..1ati1111 prmid1·, t lu-011Iy ( ; r :Jd (. .\ 'i g11a I i II aII Cl f \\ ·• l l"l '1....1(.r ( '111111-

1~.. It nl .•11 pro\·id1•, l l oly ('ro !,!a1111•, l ri ht iuu- l1uyrr..; pl1•;i,c• t:ik1· t1C1!1·1.

\\'.JZB i- ;1 pro11d ..i ...t.-r 11f ...1:iti11n \\ \\ I.P:111d \\'HLP. .uul 011r m-w« ..t ..1ati1111 \\'l\l·:F.

II.I\\ \\'KEF l_!nt it.. 11:i11w i ...111·\t \\•·c·k·, ...111n·.

WJZB is Nc.tionally represented by Vic Piano

Regionally represented by Elmer Kettell

Frank Doherty at WJZB Phone 617·799-4800

s

SponsorSEPTEMBER 28. 1964 • VOL. 18, NO. 39

31 Picturephone: tv trouble-shooterSPONSOR-promoted experiments with Bell's· new Picturephoneshow promise of telescoping time and space in tv problem emerg­encies. Current service could help admen cut costs. Broadcastfield's use should promote engineering of capabílities to meetadvertising's needs

40 Hair tints look permanent on tvOnce accepted as product for actresses and damsels of "pliablevirtue," hair coloring - promoted heaviiy via tv - is now ahighly respectable $150 million industry

44 Creative switch: storyboards sire new productsDCSS finds that an excellent way to conceive, mold and presentnew-product concepts for clients is through tire use of tv story­boards

46 Best-liked commercial rides a Gravy TrainGaines makes a gain to land in top spot in latest ARB poll ofcommercials most popular witlr viewers

47 Oriental radio scores in Occidental ChicagoA weekly show featuring classical Japanese music has registereda hit in tire heart of tire Midwest

48 Lucky CalendarA Philadelphia radio station, feeling there's no time like tlris yearfor making next year's time sales, stirs up batir advertisers andaudience with a year-long contest based on Lucky Calendar1111111 hers

DEPARTMENTS

Calendar 62

51

61

3

8

Publisher's Report 10Sponsor Scope 26Sponsor Spotlight 58Sponsor IVeek 15Week in Washington 13

Changing Scene

Commercial Critique

Friday at Fii·e

Letters

SPONSORJt¡ Combined with TV, U.S. R•dio, FMJb is published weekly by Moore PublishingCompany, a subsidiary of Ojibw•y Press, Inc. PUBLISHING, EDITORIAL AND ADVERTISINGHEADQUARTERS: 555 F1frh Avenue, New York, N. Y. 10017. Area Code 212 MUrray Hill 7-8080CIRCULATION, ACCOUNTING AND DAfA PROCESSING HEADQUARTERS: Ojibway Building,Duluth, Minn. 55802. Area Code 218 727-8511. CHICAGO OFFICE: 221 North LaSalle St.,Chicago, 111.60601. Area Code 312 CE 6-1600. LOS ANGELES OFFICE: 1655 Beverly Blvd., LosAngeles, Calif. 90026. Area Code 213 628-8556. ST. PETERSBURG OFFICE: 6592 North 19thWay, St. Petersburg, Fla. 33702. Area Code 813 525·0553. SUBSCRIPTIONS: U.S., its posses­sions and Canada $5 a year; $8 for two years. All other countries, $11 per year. For subscrip-1ion information write SPONSOR, Subscription Service Department, Ojibway Building, Duluth,Minnesota 55802. Second class postage paid at Duluth, Minnesota. Copyright 1964 by MoorePublishino Co., Inc.

6

!'resident end PubllaherNorman R. Glenn

EDITORIAL',

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

SALESNew YorkGardner PhinneyNorman GittlesonChicagoJerry Whittleseylos AngelesBoyd GarriganSt. PetersburgWilliam BrownAdvertising ProductionLouise Ambros

ADMINISTRATIONEditorial "DirectorBen MarshProduction DirectorHarry RemaleyClrculetion Dlr.ctorJoe WalkingData ProcessingManegerJohn KesslerAdvertising PromotionDwayne R. WoerpelCirculation PromotionGerhard Schmidt

'•,..'•

CLEVELANDthe "o,ne-buy" market

the one to buy!·'fo fringe stations or nearby markets take a bite out of your buy when you buy Cleveland. In Cleveland. WJW-TV

s SPORTS ... Locally telecasting the high-rated Cleveland Browns football and Cleveland Indians baseball. Then.

too, WJW-TV carries the great CBS Sports spectaculars. When you buy Cleveland ... WJW-TV rs the one to buy.

usmun ,.IUllL'lll llTIDIT lfllll llllll eunu» emu••• l[I !IU 111urt 1 llllltl 11\11'I I lllJ I STORI· R(¡,,, ., r11.•. •• If( "··•· .. ,,., "·''

,, .,, ,, ...' 14 •• ,, .. r .. ' I r» .. .. ' ,.. w•.1•'.September28, 1964 7

COSTS

In Broadway's new musical, "Fid­dler on the Roof." Zero Mostel­in a private conversation with theLord-suggests, "Send us the cure,we got the sickness already." Theuniversality of this plea in its ap­plicability to all our spheres of en­deavor, including the advertisingbusiness, must be particularly ap­parent to admen.

One ailment in the ad world,which many professionals warn maybecome a plague, is the fever-likerising cost of doing business andits resultant squeeze on profits.There is no panacea, nor do we ex­pect to find one. But SPONSORisconstantly looking for those bitsof information that contribute to thehealth and welfare of broadcast ad­vertising. Limited as that may cur­rently be. one new instrument prom­ises some emergency relief to ad­men in the near future. It's BellSystem's new Picturcphonc, andthere arc instances in which it cannow cut costs and time from somenagging problems for admen in NewYork, Chicago and Washington.

SPONSOR\ role in promoting theexploration of new creative uses forPicturephonc begins on page 31. Ifadmen, especially those in boadcastadvertising, will press for additionalcapabilities in the new service tomeet their special needs, the pro­gress of the service and its contribu­tion to advertising may be acceler­ated.

I learned from Harvey J. Mc­Mains, Bell's new services coordi­nator and a visionary who makessuch progress possible, that turretlenses to increase the visual field ofPicturcphone have already beentried, that a gear shift can be includ­ed to change the scanning rate andincrease definition. that even tele­cine could be fed into the system,

8

LETTERS

Of Course:Just a word of appreciation for

the very fine job you Jill on put­ting "From Rags to Riches in 30Years" (SPONSOR,Aug. 31 ) to­gether.

EMIL MOGULChairman of Board & Chie] Ex­

ccutive OfficerMogul Williams & Saylor, Inc.New York

I have one word for you - con­gratulations! That's right, congratu­lations from a non-objective read­er of what struck me as a great -underscore great - piece of writ­ing and editing.

ARTHUR W. PoRETZVice PresidentPublic Relations & PromotionMogul Williams & Saylor, Inc.New York

ED NOTE: Mr. Peretz' non-objec­tive subject is the SPONSORstory(Aug. 3 I ) on Barney's and hisagency's chief, Emil Mogul.

Praise, IndeedWe thought the article in the

Aug. 3 issue of SPONSOR,"TakeAnother Live Look," was excellent,and we have said so to the author.Rollo Hunter, of MaeManus, Johnand Adams.

We have a copy of the article.May we have your permission toreprint it for our video tape salesforce?

KENNETH F. \VATERMANProduct PublicistMinnesota Mining and

Munu[acturng Co.St. Paul. Mi1111.

ED NOTE: Permission granted.

Spot Tv GuideYour article. "Speeding Up

Spot." (Aug. 24. SPONSOR) isan excellent review of the materialin our Spot Television PlanningGuide. We arc extremely pleasedby the reaction to the guille fromadvertisers and agencies. and aregratified by the requests for copies.

A-; your article points out. thisbooklet is for spot television plan­ning and is not a substitute for thetime-buying function. It is our hope

«,

that the guide will save time andserve as a handy reference sourcefor media planning in the future.

BRUCE R. BRYANTVice President and

General ManagerCBS-TV National SalesNew York

The Spot Planning Guide Story,"Speeding Up Spot," in your Aug.24 issue is terrific. Please ex­tend my thanks to Bill Ruchti, whoproved himself to be a real pro inwriting a difficult story.

HOWARD BERKDirector of Inf ormation ServicesCBS-TVNew York

Hanserd & HumphreyThe fine spread in SPONSOR,

Aug. 3 I, on our Hanserd Pontiacsuccessstory, "$1 Gets Him $150."and the Hubert Humphrey featurein the news section were both, wefelt, given top-drawer treatment.

CLAYTONKAUFMA1'Director of Sales Promotion

and RcsearchIV( CO Radio,\/i/Ill Capo/is

Kudos and CorrectionYour recent article in Sept.

issue of SPONSOR. 'The NegroConsumer." was very definitelyhighly regarded among our officestaff as the helping hand for ad­vertiser development of the Negromarket, and I Jo thank you forsuch an article.

One of the stations pictured onpage 36 is \VBEE which is saidto be located in Modesto, Calif.This is not true. It is located inChicago.

DANIEL P. KENNEDYAccount Executive

Continental Broadcasting Co.Ncw York

ED NOTE: SPONSORis delighted thatits recent articles on Negro airmedia arc calling the attention ofadvertisers to this result-producingsegment of U.S. advertising. We'realso aware that WBEE is in Chi­cago. not Modesto (where KBEEoperates). and officially returneda recent issue (sec SPONSOR.Sept.the station to its rightful city in21. p. 8).

,.'"

-.,L•I

··'·

,,,,,''

SPONSOR

M•OI 1111V a a

In

R.

Are we passing you by?Could be our video tape is. l.'nlcvs ~ou'rc takingadvantage of its live IOl)I. and producuon con­vcrucnce for vour I\ cornrncrci.rls. And unlc-.syou're taking· advantage of the complete, corn­prchcnvivc Jr..t package of helpful brochures,manuals. other matcri.rl-, I\ -.1.1til'n' no" ollcr ,

Consider what \()U have to earn with \IJC:lltape (Scorcu ' RR~'º·of course'). Incomparable"live .• picture and sound qualuy , without d.ingcrof a live goof. Pushbuuon-fast ,peci.ilcffcch, no lab procc-,v­ing. Imrncdiatc pla) back of" hat ) ou 've -hot. I act ''· tl1da)there arc vcrv fe\\ commercial- whrch can't be done betteron tape than· live or on film. And the bc-t \\,1) Ill di-coverthis is to call in your local I\ vrauon or tape ~tuJ10 for

co-tv .md coun-cl on vour ncvt I\ comrncrcral-.t\lre;tJ} over ~00·1, ,1,111''"' h.rvc '1~neJ up

for J\I\., new awrvtancc pw~r.1111.Ihc-«: 11a-

1i.111scan showyou an idea-starting top« dcrn-111ntration reel, have available 11 1·11nr·11· vthdpf1.J pruuc«! 111'/lt'TWl.1 that '"" 111 • r, aun ,.andprod11ci1~i: better c111111111·rn<1/1on tupe, (.illvour local ••tauons for dci.ul-. e If \\e h.ivcn'tconi.rctcd them yet. wruc l\1 \IJp1ct11..Prod­ucts, Dept. \tCi....-9-l. St. l'.uil. \111111.5~11'>I

magnetic Products Division 300.' ' ' .. .. I I t •

September'28, 1964 9

FLORIDA'SCHANNEL

10

Publisher'sReport

Let's control the political commercial

In my column last week I talked about political minutes."A minute commercial," I wrote, "hardly allows the television

audience to take the full measure of the candidate. While there is aplace for the minute or 30-second spot in the campaign, the public isserved best when a broader exposure to the man in action is available.A skillfully contrived minute can make even a bad candidate lookgood."

What I should have added is that a minute commercial that doesn'thit the mark can make a candidate look abysmally bad.

As I traveled from city to city last week on my personal barnstorm­ing tour I ran across just such a commercial. It expounded on candidateLyndon B. Johnson's views on the atomic bomb. A child eating an icecream cone was shown in the background. The impact on the audi­ence could hardly be unhappier. Apparently the commercial had goodexposure, for at least five stations told me that their switchboards wereclogged with complaints. One station reported over 200 phone calls.What didn't ring right was the technique of using a child to emphasizethe horrors of atomic warfare.

This election, for the first time, I'm deeply concerned about theway that the air media, and especially television, arc being employed inhelping win elections.

My concern is partly a compliment to the air media. Their powerto persuade and win the viewing and listening public is awesome.

It wasn't long ago that we were editorializing on the failure ofcandidates to give the air media proper recognition. Print media oc­cupied the center of the stage.

Now the pendulum has swung full-turn. Undoubtedly the greattelevision debates of 1960 had much to do with the turning. I'm con­cerned because the new order of things represents new responsibilitiesfor the air media.

It's time for the industry to study and ponder and set forth guiderules for future electioneering via the air waves. For a starter, hereare a handful of off-the-cuff suggestions:

1. Decide on tv and radio guide rules for candidates. Incorporatethem into separate political divisions of the Tv Code and the RadioCode.

2. Require that the candidate's exposure on an individual stationor network include a ratio of personal views and comments deliveredby the candidate himself to information about him presented otherwise.For example. the Tv Code might specify that one minute of non­personal exposure be equaled by one minute of personal exposure.

3. Require that a ratio of one-minute to five-minute or longer com­mercials be established. For example. for every three one-minute orshorter commercials the candidate must be exposed in another com­mercial five minutes or longer.

Admittedly. my suggestions arc loose and unstudied. The problemI pose is not. Now is not too soon for our industry to start on a pene­trating study of how to serve the candidate and the public to fullestadvantage.

SPONSOR ·~,

If it's in the public interestMATTHEW WARR1EN

will make it interesting to the public

When something interesting happens in the Washington arca-whether it's 50 feet or 50 miles from our center of opcrat1on­WMAL's Public Affairs Department will cover it.

As Director of Public Affairs programing, Matthew Warrenkeeps the Nation's capital informed through the provocative"Close-Up" series on WMAL-TV and "Perspective" on WMAL­Radio. A key member of our 25-man staff of news and publicaffairs specialists, Warren helps make WMAL-Radio andWMAL-TV the news authority in the Nation's capital.

News Authority in the Nation's Capital

@wmal radio and televisioneMcGavrcn-GuilJ Co. lnc., Harrington. Righter & Parvon-, Inc.

Evening Star Broadcasting Cornpany , Washington. D. C.

September 28, 1964 11

Within 24 hoursWAPl·TV's new

,.

antenna drewthese comments irom

viewers and CATV.FLORENCE CATV (90 miles)"More signal strength. No Co-channeling now.By far the best picture you've ever had."HUNTSVILLE CATV (80 miles)"Real sharp. Used to fluctuate. Now steadyas a rock. About 35% stronger."GADSDEN CATV (75 miles)"Very sharp rise. An improvement from 1800mv to 2700 mv."

··\\'\1~/ANNISTON CATV (60 miles)~ ·~ "Really cleared up. 100% better. You are now

the strongest station on our 9-channel system.Many calls telling of improved service."TUSCALOOSA CATV (60 miles)"Considerably sharper ... no ghosts."DEMOPOLIS CATV (75 miles)"Congratulations on a good job. We are re­ceiving beautiful signal. Many thanks from800 viewers on our line."TALLADEGA VIEWER (35 miles)"I could never receive you before and thoughtI was watching another station until your IDpopped on the screen."

Typical Metro Birminghamcomments from viewer calls:Altamont Road: "Picture much better."East Lake: "Picture very good."Homewood: "Reception is fine."Hoover: "Much better."Center Point: "Perfect, even with rabbit ears."Elyton: "Much better."Hueytown: "75% better picture."Cahaba Heights: "Always been fair, but nowit's perfect."

WAPl-TV's switchboard and mail

bag are indicative of the tremendous

boost in power our new traveling

wave antenna has provided. A 30%

increase in power to the West. Some28o/o boost in signal to the East and

almost 20% north and south. Improved

Metro coverage too.

\l\/APl-TV BIRMINGHAMRepresented nationally by Harrington, Righter, and Parsons, Inc.

12

las

ihi

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.,..v,

C€...."'

WAPl·TV

S€

5~

BIRMINGHAM

®IISPONSOR

• THE WEEK in WASHI:NGTO:N---rREssT1ME REPORT FROM OUR WASHINGTON NEWS BUREAU

September 25, 1964

A very oleasant and mutually cor.plirr.entar? tir.e was had b? all d lringlast week 1 s report on broadcast rating reforms nade by Donald H. "!c.Jannrm,head of the Broadcast Ratings .:ouncil, to the Harris Subcommí t.t.ee on 1:n;r·sti­gations.

Chairman Oren Harris found only one "flv in the ointr.ent"--the A. C.Nielsen Co. 's soookiness about antitrust asoects. t:ielsen has insisted onits own individual antitrust clearance from Justice Depart~ent and fro~ ~h~FTC, if it is to stay in the ranks of the audited. Reoresentative Harrisremarked rather grimly that Nielsen had been reluctant to join the co­operative industry reform project at the start.

,.I,.

"We are hooeful that there will be no holdout," he said of the bigratings firm. "They are major in this field, and neither í ndus t.ry nor thepublic interest can afford to ha ve Nielsen not join the program." The con­tinuing audit for the top four raters--Nielsen, ARB, Pulse and Hooper-r-vou l dhave begun Sept. 15 but for Nielsen antitrust jitters. (In cor-..~enting onthe situation, Nielsen told SPONSORthat among the r.ajor raters, only 11iel­sen has signed a consent order with the FTC agreeing to avoid any actionwhich could be construed as being in restraint of trade). Harris said hewants a report within a month on how things are going.

Group W oresident McGannon told the chairman Wednesday that he had .~ustreceived letters from both Justice and rTC which indicated that the oroble~could be taken care of. The letters, written after some nudging by theCommerce Corr.mittee chainrAn, and some frantic conferences between govern­ment and industry counsels, do not give full clearance, but !·:c:Ja:mon saidhe was sure things would be settled in a week to ten days. Justice has al­ready cleared the Rating Council per se, and has prorr~sed no civil anti­trust action against any raters unless sor.e anti-cor.:petitive evidence de­velops.

Under the optimism: there lurked in the hearing room a sense of un­certainty over possible further standoff between the obstina~e riielsen andthe equally obstinate agencies.

A good deal of money has gone into establishing the accrediting systen,with standards and criteria based on costly research, McGannon pointed out.Networks have shelled out nearly a quarter of a n.illion in the national tvmeasuring aspects; NAB has cor ..mí.tted itself to about the same amount ; ratingservices have invested Sl67,500,000 to pay for audits and research. Adver­tising has given some money and "unstinting amounts of their tirr.e" which isso precious in the pre-fall months. Continuing cost of the ?~tings Council,research, office and field audits, will be high.

Chairman Harris asked about individual and one-shot raters ooerating atlocal level. }:cGannon said the Council has offered auditing to all corrers.

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~-CONTINUED ON NEXTfAGt~~-

t.pternber 21, 1964 u

THE WEEK in WASHINGTONPRESSTIME REPORT FROM OUR WASHINGTON NEWS BUREAU

In addition to the top four majors, applications are in from non-regularsVideodex, Trendex, SRDS Data, Inc., Survey &Marketing Services (TRACE) andCoincidental Audience Audit. Costs may be stiff for handling sporadic re­ports. McGannon admitted that a few maverick raters and broadcasters mighttry some hanky-panky at local levels.

Representative J. Arthur Younger (R-Calif.) wanted to know if theRatings Council would make audits and reports available to the subcommittee,to the FCC and to the public, so all could know just how raters rate.McGannon almost visibly shuddered. He pointed out there was competitionamong rating services and any public airing of their vital statistics couldkill their desire to cooperate.

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As discreetly as possible, McGannon reminded representative Youngerthat the ratings reform had been put on a voluntary basis and that chairmanHarris had wanted it on the industry level. "Leave us alone with it now, 11

was the McGannon implication.

McGannon did promise the congressman that the public would be made moreaware of improved ratings situation in general.

Representative Brotzman (R-Colo.) felt that the ANA should have comefully into the program and contributed in the manner of the AAAA. McGannonsaid the Council was happy to have ANA's cooperation and advice. He had to"respect" ANA insistence that there "could be" conflict of interest in na­tional advertisers' representative sitting on the Council Board of Directorsauditing national media rating services.

McGannon with an honor uard of NAB advertiser research and le altalent of ratings workers behind him, rapidly reeled off 3 pages of progressin reform, and plans for future improvements in method of audience measure­ment. It seemed a long way from the days when the Harris subcommitteehad first blasted the "ratings mess" in six sledgehammer weeks of hearingsin the spring of 1963.

jlfig

1dat¡¡¡o

óichAt that time, it will be remembered, Harris thundered warning of govern­

ment takeover of audience measurement, to prevent biased and inadequate re­ports. Rating firms were blasted for poor sampling, slipshod diary tech­niques and bungled metering. Broadcasters were berated for bowing to"programing by the numbers," and for collaborating in misuse of rating re­ports. Radio was commiserated on the poor deal it was getting from ratings-­and so was the public.

The then-president of NAB, LeRoy Collins, proceeded to have one of hisfamous heart-to-hearts with chairman Harris, and vowed fast reform. Alsoat that time, RAB's Edmund Bunker began his won't take no-for-an-answerdrive to get NAB cooperation on a jointly financed new deal for radiomeasurement. The $200,000 research is now under way by the All-Radio method­ology study (ARMS). Ratings Council head McGannon gave a thorough reportof its problems and its hopeful prospects to the subcommittee.

The McGannon report, like his previous progress reports to the sub­committee, showed the reform of the ratings "mess" has progressed at a fastclip.

14 SPONSOI

PON"SOR WEEK

Milwaukee Ad Lab Sets Dec. 1 as Starting Date

:·

September 28, 1964

Journal executive reports sufficient advertiser andagency support to launch $1 million research project

~lil\\m1l..cl', \\"j,, With a budgetestimated in e\CL''' of $3 million.the Milwnukcc t\d\crti,ing Labora­tory will go into full-scale actionm Dec. l.

In making the announcement,Robert K. Drew, \ ice prcvidcnt andbusiness manager of lhc Journal.Co .. inchcatcd that sufficient supportha, been received from advertisersand ad agencies-a' evidenced bysigned contracts for product cate­gories-to launch the proposed in­itia I three-year program.

Fees for the sen ice have beenset at $3(),()()l) for agencies 0\'Cr thethree-year period and $35.000 forproduct category for advertisers.

"With eight full months or pre­liminary test procedures and report­ing now behind us." Drew declared."we feel lully confident or the lab'sperformance and more convincedthan ever of the need for it withinthe advertising industry."

Discussing the project. Drew saidthat accounts now signed lccl thatthe lab is the most advanced adver­tising research facility to hit the fieldto date since it will provide a mea­sure or product sales for householdswhich have been exposed to adver­tising in different ways. according totests desired hy sponsors.

The Journal executive added:"It permits the cooperative develop­ment or a facility which offers mar­keting decision makers new insightsinto the actual effect of their ad­vcrtising strategics. with the effector other marketing variables heldconstant."

It was pointed out that a specialAdv crtising Research Foundationconsulting committee. csrablivhcd towork solely with the :'-.tilwaukcc adlab. has received the complete tech­nical manual spelling nut how theproject will he conducted and cur­rcntly has it under study.

Key to the lab's advertising con­trol system is a television commcr­cial "muter" that will he signalledby all lour Milwaukee tv stations.

I hi' will be coruhincd \\ ith the Mi/-11·a11/..t•c Jo11r11al\ "matched m:u -kct-." arrangement. '' hich total,more than a quartcr-milhon houvc­huklv, both linked tll the movt "high­ly controlled con-umcr pu rcha-cpanel diary in the nation."

( 'omhincd with I lti» 11·n-J.. maga­vine, a full participant. and thel ouruul'» own Sunday supplcmcnt-,to prov idc a vehicle for 111;1g:11i11L'te-ting. the project will ha\ l.' almovtcompletely controlled licld condi­tion-, with a \ irtually unlimited nu111-her of print and broadca-t mediavariations and combinations. accord­ing to G. Maxwell l 'le, J1111mal rc­search consultant.

l k .1ddnl th,u the I.ah\ 'Pºll'º".111.'prepared to .ad.Jpt 11\ f.Jul1t1l·,Iurthvr 111 rncludc other m.r •.t11n1.·and r.ad10 111nl1.1whenever tcc luu­c1.al arr.mgcmcnt-. 111.1keIt povvrhlc

Among the bcuclu-, tn advcru-,er' and ag.:11u1.·,cued h~ pr11p11111."111'of tlw ad lah 1' the "pp¡)(1rt11111t)lP c't1111at1.·the prvxluc uv 11) of 1111.·mnli.a 1111\ ulcv 1,1011.ncwvpapcrv.-upplcmcnt-, and .af, 1r111pf 111.1g.a1111cc1m1p.arivon ...

Still .inothcr hcncfu under-coredI' ..the opporturuty to L''t1111;atcpn1111'or dinunivlung return- Ior crc.ruvc-tratcgrc-, vcrvu-, 111cd1.1'tratq!1e'Ii.c., length of t1111c;1 campaignprov e' economically dfccti\ e íora product ver- u' length of time amedia mi' may prove ccononucallyeffective)."

Compton Acquires Interest in Paris Ad AgencyPariv, Frunce-e-American advcr­

tisinu aucncics arc bccominc ª' fa-~- ~ ~miliar [ixturc-, ovcr-cas ª' thcv arcon Madi-on Avenue. and ComptonAdvertising. I ne.. i-; the latcvt agen­cy to expand it-; operation abroadwith purchase or a substantial inter­est in a French agency.

The agency i' Contact. foundedin 1954. Pari ...-bascd. the new [irrnwill he called Contact-Compton.

In ,ig.ning the merger contractwith Henri de Ncuvillc. managingdirector of Contact. and Barton ,\Cummings. chairman of the board ofCompton. declared: "Rccog.ni1ing.expanding markctv ª' the -uprcmclyimportant goal of all advertising. thejoining of Contact-Compton pnl­vide- a clear illuvtration of the íactthat creative adv crti-;ing now willbenefit from thi-, new fu,ing. or ef­fort h) French and American part­ncrv."

Cumming' added th.u it wa-, therealization that "marketing ap­proachc- mu ...1 he geared to the p.1r­ticular condiuon- in different coun­tric-, that prompted Compton to em­brace the CC11lCCplor intcrn.uional

de Neuville, Cumming1 p•rlner1

partncrvhip- wrth ad' cru-rng .igcn­cic- which would Ix' both equippedto help C1H11ptn11in 11' intcrnation.rla-piruuon-, .111J.abk <rrnult.mcouvlyto benefit from Compton'< cvpcrr­cncc 111m.111~IJnJ ....•and p.irucul.irlyf rum it-, conquc-t of major market­ing challcngc-, in the l.1rgc't n.ruonalmarket the l nucd St.1t1.''·"

Compton. \\ hrch hilled .anew highof SI ~6 million la-t y c,rr. now ha'eight international opcr.iuon-, wuhthe acqui-ruon of the P,m, office.and Cumnung-, 111d11.'.1h:dth.it other"important .affil1.al1tll1'.. would beannounced <oon.

lS

SPONSOR W'EEK

Agency Head Warns Media on Rate IncreasesErnest Jones says advertisers have about had it with

rate hikes; sees boosts of up to 55 percent by 1970

New York - "All medía shouldbegin to seriously consider that theadvertiser has about had it with rateincreases," warned Ernest A. Jones,president of MacManus, John &Adams, Inc., in a talk before theMagazine Promotion Group. "Ourestimate of advertising cost in­creasesindicate that by 1970 it willtake t\VOdollars to duplicate the im­pact of a single dollar today-not,mind you, to increase impact, butsimply to maintain it at presentlevels of effectiveness."

Although characterizing the re­suIts of his agency's advertisingcvulation program as "extremelyrough," Jones forecast the following

Abreast of the TimesNew York - In a speechen­

titled "The Day They Turned theMoney Off," Ernest A. Jones,president of MacManus, also de­monstrated that he could turn apithy phrase.

Discussing the growth of gen­eral magazines, Jones allowedthat there probably wouldn't bemany. "During the past fewyears," he said, "only Hugh Hef­ner has hit it big on the uniqueprinciple that with enough knock­ers you don't need boosters."

rate increases between now and1970:

Television (network): 35-45 per-cent

Television (spot): 30-40 percentRadio (network): 12-17 percentRadio (spot): 18-23 percentMagazines: 45-55 percentNewspapers: 28-30 percentNewspapers (supplements): 20-30

percentOutdoor: 38-40 percentDirect Mail (printing): 12-17

percentDirect Mail (mailing, etc.): 25-35

percentBy 1970,Jones said, "advertisers

may be in a distressed advertisingarca due to lack of funds to livein the manner to which they andmedia have become accustomed."

Jones added that all media shouldbegin to consider that the advertisermay soon balance off "increasedcost with decreased use, dollar fordollar."

In his words of advice to themagazine executives, the agencypresident cited television as a com­petitive factor which "will not onlymake writers and editors harder toobtain and also increase the drainon advertising dollars."

"Cracks in the color televisionprice structure. more and better pro­grams make it certain that the color

Banner Earnings for Screen Gems in Fiscal '64New York-A. new all-time high

in earnings for the 12 months end­ed June 27. 1964, is reported by A.Schneider, president of ScreenGems, Inc. Net income after taxestotaled $4.1 million, a seven percentjump ewer last year's $3.8 millionfigure.

The earnings arc equivalent toSI J1I per share on the 2.5 million"hares outstanding as of June. La•..tyear the figure was SI .SO per share.A.s adjusted for the recent five-for-

16

four stock split, common-share earn­ings for fiscal 1964 were $1.29 ascompared with $1.20 the previousyear.

Schneider said that earnings fromoperations other than film produc­tion and distribution were a factor inboosting profits. "We arc gratifiedat the results for the year just ended.reflecting as they do management'searlier decision to diversify ouroperations and broaden our finan­cial base."

set is sure to be lower priced by1970 which will be an importantfactor," Jones declared.

Jones also pointed out that by1970 there is likely to be "another1800 commercial channels with thegranting of UHF licenses and theforced production of UHF-VHFreceivers."

"What will these new channelsall of which must try to survive anthrive - do to advertising rateadvertising budgets, and most importantly, how much deeper will althis cut into audience leisure time?

Jones also warned the magazinpeople to "keep an eye" on pay t-"not as a competitor for advertíing budgets, but as another drain oyour editorial talents, and anothnick at your audience's time and income."

WADC Radio, Akron, SolFor $1.3 Million in Cash

Akron, Ohio-Long in the nego­tiation stages, radio station WADhas finally been sold by vcterabroadcaster Allen Simmons. itfounder and owner. Purchase priwas $1,350,000 in cash.

Taking over the station, whiwent on the air in I 925 and waone of CBS' original affiliates. wilbe Welcome Radio, Inc .. a syndicate headed by Cleveland attornejHarrison Fuerst.

New general manager of WADwill be Sheldon Singer who wilmove to Akron from Colorado¡Springs. Colo .. where he was manager of KYOR.

In commenting on the buyFuerst declared: "I have discusscthe possible purchase of WADwith Mr. Simmons over a period oyears. \Ve feel that it providessplendid opportunity for service tthe Akron market and. indeed.large additional arca. We have always operated radio properties othe theory that they must be a paof. and provide leadership in. thcommunities they serve."

The \VADC sale is subject toFCC approval.

SPONSOtt

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.•• ieptembH 28, 1964 17

-poNSOR W'EEK ~1

Weaver, Belding Clashon West Coastover Pay TvSubscription Television president and head of 'freetelevision' group volley pay vs. commercial ball

I.o-, Angeles-Verbal fireworkswere the order of the day in a tele­vised debate between Sylvester L.(Pat) Weaver, president of Sub­scription Television, Inc.. and DonBelding, state chairman of the Citi­zens' Committee for Free Televi­sion.

"You have taken over the sportsfield already," Belding charged onKNBC's Survey '64. "In California,where the Dodgers and the Giantshave been signed up by STY, we seconly nine games a year free onfree television. But in New York theviewers get 230 games a year-andChicago gets 150."

Belding added: "We used to secthe Lakers (basketball) games free-until they were signed by STY."

For his part, Weaver defendedSTY, arguing that free televisionhad ruined the box-office for manymajor league baseball teams, andpointed out that nine such teamshad moved to other cities in aneffort to stay in business. "STY issimply an extension of the box-of­fice," he said. "We will broadcastonly those programs that are beyondthe range of commercial television.We can be of service to the publicand the teams."

Belding then predicted that STY

Zenith Sponsorship of Tv Special

On Nobel Prize Awards AnnouncedChicago - For the first time,

the Nobel Prize Awards will be re­ported in a special U.S. telecast,

Zenith Sales RecordChicago - In what was de­

scribed as a new all-time recordfor anyone in the industry, Zenithreports the production and saleof more than 1.25 million tv setsin less than nine months of 1964.This also represents the sixthstraight year of million-plus tvset sales by Zenith.

Commenting on the sales fig­urcs, L. C. Truesdell declaredthat "this is the greatest televisionsales record in the history of ourindustry." adding that Zenith isaiming for a sales figure of l. 75million sets in 1964.

lrucsdcll further stated thatZenith is also breaking all pastrecords in hi-Ii, stereo and tablemodel phonographs and that ra­dio set sales compare favorablywith lavt year.

18

and Zenith is picking up the tab as"part of a continuing endeavor topromote quality tv programing."

Still another "first" is that theNobel Foundation has granted per­mission for cameras to record thebehind-the-scenes deliberations ofthe judges in the conference room ofthe Royal Academy of Science inStockholm.

The hour-long program will beaired in prime time over the fullABC network on Dec. 12, two daysafter the actual ceremonies. Host,narrator and writer for the NobelPrize Awards program will be Ali­stair Cooke.

Commenting on the purchase,L. C. Truesdell, president of ZenithSales Corp .. declared: "A programthat not only promotes better inter­national understanding but also hasexciting entertainment values, the1964 Nobel Prize Awards docu­mentary will undoubtedly representthe television medium at its best."

One sidelight: the actual presenta­tion of the awards is so formal thateven cameramen shooting the scenewill be required to wear white ticand tails.

~I

would soon be buying up the mostelevision and charging admission

"We can co-exist with free tele ievision," Weaver countered. "Wwon't carry series, or serial typprograms on STY. We'll broadcasonly such programs that can't b )shown by the networks such a:first-run movies, operas and cultur-lldal and education shows."

"What's to keep you from signl;ing up certain events and ther '1

sticking commercials into them thesame way commercial television stations do? demanded Beldingai"There is no rule which says ST\cannot have commercials, right?" IJ1

"Right," Weaver responded, "buI can promise you we will nevelhave commercials on STY. W<would be ~~saneto put them on ou 'I'.programs. ~

Shifting to the November refer- "cndum in California on pay tvWeaver predicted that even if Propositian 15 wins it will eventually bethrown out by the courts as unconstitutional. "You can't outlaw competition by ballot," he said. "Win o __lose in November, we will some da~.~bring STY to the people."

ll'Íi'~ ¡,---~----~------------~---

Thomas In 35th Year;Both Sponsors Renew .,New York - Veteran news­

caster Lowell Thomas, one of ra­dio's most durable properties, be­gins his 35th consecutive year onthe CBS Radio Network tonight(Sept. 28). At the same time, itwas announced that both of hissponsors have signed for anotheryear.

The longest continuously spon­sored program in the history ofnetwork radio, Thomas utteredhis initial "so long until tomor­row" on Sept. 29, 1930.

Current sponsors arc Oldsmo­bile Div. of General Motors andFisher Body Div. of GM. Bothhave renewed their participationfor another year. Oldsmobile hasbeen on the show since 1959 andFisher Body since 1963.

,.11

·¡

SPONSOfim ,

Syndicated Ratings Services Studiedlvl By CBS Radio Spot Sales Stations

~t.·w York-A hard look at allthe syndicated ratings services, plusthe unveiling of a new proposed ra­dio service by SRDS-Data. Inc ..highlighted last week 's annual clinicof radio stations represented byCBS Radio Spot Saks.

With an announced aim of pm­¡~·"'viding an "effective and compre-

. hcnsivc program for measuring the1 s;:¡ quantitative levels of A~1 radio,"

the SRDS-Data program calls for acontinuous research project. The re­sults would he reported three timesannually.

According to the SRDS-Dataproposal. "reports will contain dataon the level of radio listening intotal and hy stations for averagequarter hours within defined timeperiods. Qunlitativc measurements

II.

of the average daily audicncc-, ofeach rncavuruhlc vtation will al-.obe avai lahie."

Collection of data would he \'iathe in-home personal interview"utilizing aided recall extending overa maximum of the past twenty -Iourhours. The questioning itvclf will in­volve intensive probing. reconstruct­ing each time period throughout thepast 24 hours with crnphnvi-, on allradio listcning w hich may have takenplace."

In addition to SRDS-D;1ta. pl.m-,of other services were studied bvthe station executives. Alvo, in open­ing the meetings. Maur ic Webster.vice prcvulcnt and general managerof CBS Radio Spot Saks, announcedthat six of the I I stations represent­ed at the clinic had set new sales

Oorrel . "on• or mor• method1''

record- during the Iirvt -.e\en rnonth-,of IlJ6-L One vtnt ion broke .1 f 1\l'­

\ car record, another "l'l a <ix-vcar. .record. and four other- hit I O-y carhigh-;

Gucvt luncheon <peaker \\a-. \\'.Wnrd Dorrcl, cxccuuvc director of:\II - Radio \kthodolog~ Study(:\R\1SI. (Sel' -.tnry bclow.)

ARMS' Aim To Measure Complete Radio AudienceNew York-e-Explaining that with

the influx of television. radio hasundergone "a serious change in abil­ity to he measured," \V. Ward Dor­rel. executive director of All-RadioMethodology Study. last week out­lined the steps AR~1S is taking tofind solutions to the problem.

In a talk before the general man­agers of eleven stations representedhy CBS Radio Spot Sales. Dorrcldeclared: "Our basic objective is tofind one or more methods of accur­ately measuring the full and com­plete radio audience hy times of dayand stations-reported in terms ofunduplicatcd coverage for both in­dividual and cumulative period":and we arc also trying to obtain ac­curate demographic material aboutthose audiences."

Dorrcl added that AR:'l.tS is pri­marily seeking individuals and sec­ondarily households. "But we willseek both the percentage and num­ber of individuals by types reachedand the percentage and number ofhouseholds reached. Therefore. wewill seek to measure all individualsin each household."

Dorrcl pin-pointed AR:'l.tS' ob­jectives as follows: ( 1) to set up a

'l·

S•pt•mb•r 28, 19(>.4

method to measure all listening.(2) to cov er individua Is and house­holds. (3) to secure cumulative datain as many combinutions as pos­sible with a minimum of one-weekcumulative data and four weeks ormore if it is feasible. The idealobjective is to measure each five­minute segment of listening-if thisis possible.

Dorrcl said that a study of the oh­jcctivcs "indicates clearly that for anideal method. the diary (or someform of recall measurement) is theonly non-electronic type of surveywhich could provide the one-week

c1111111/mi\'l· measure of a radioschedule, or a radio vtation."

Continuing. Dorrcl di-cuv-cd thevariou- tests and project- A R :'l.1Shas been involved with in the pavt.The-e were reported in detail inSroxsoa. Aug. 24. p. 15.

The AR:'l.1S cxccutiv e al-,o <aidserious invcvtigntion has been under­taken to check the accuracy of re­ported automobile radio li-tcning bydiaries. "As we k110w, there i-, thehuge other arca of radio livtcningcalled 'out-of-home· of \\ hich the<ingle largc-t component i' livtcn­ing in automobiles." he <aid

ARB On Brink of Entering Radio Measurement FieldBelt-.' ilk, :\Id. - American Re­

search Bureau i" about to join theradio-is-ripc-Ior-rcscarch swing withannouncement of plans to enter theradio audience measurement field.

Hitting the inadequacies of cur­rent measurement methods. ARBproposes to study total radio listen­ing in the top 20 markets. "plusfive others in which radio stationshave cxprcwcd interest."

According to Jim Rupp. ARBmanager of market report- .. iudicnccdata will he cxprc-vcd in terms of"pcrvonv" - not "hou-chold-" forboth at-home and aw;1)-f rorn-hornclistening. Rc.ivoning behind t hi« i-,that "radio li-rcning ha' becomehighly decentralized and alrnost ex­elusively an individual activ ity. ·•

1he new <;urwy \\ 111 be conductedduring January and Fcbru.irv

19

Anello: FCC Fairness Doctrine

Would Discourage Free ExpressionLake Tahoe, Nev.s=Continuing

his crusade against the FCC's Fair­ness Doctrine (sec SPONSOR,July13. p. 15). Douglas A. Anello. gen­eral counsel for the National Assn.of Broadcasters. argued last weekthat a doctrine espousedand admin­istered by the government leads in­evitably to government control anddictation.

Speaking before the NevadaBroadcasters Assn., Anello saidthat true fairness in broadcasting canstem only from the ..integrity andgood j udgmcnt of the broadcaster."

Conceding the "well-meaning andhigh-minded principles" behind thedoctrine. which is aimed at free ex­pression of contrasting viewpointson controversial issues.Anello saidthe mere existenceof a "govcrnrncntespoused fairness doctrine" requiressetting up some method to admini­ster it. This requires in turn, hesaid. an examination of the sub­stanceof broadcasts,a determinationof whether the broadcast materialwas inherently fair and. finally. anFCC ruling either "to tell the liccn-

WROC Sale Suggested;$7 Million Price Tag Set

Rochester, N.Y.-Setting a pur­chase price of $7 million. the boardof directors of Veterans Broadcast­ing Co.. operators of \VROC-TV­AM-FM. has recommended to itsstockholders that they approve thesale of I 00 percent of their stockto Rust Craft Broadcasting Co., NewYork.

In making the announcement tohi" staff of 90. Ervin F. Lyke. pres­ident and general manager. said thatthe terms of the sale mean no changein pre•..cnt management policies,operating practiccv and personnel.

Rust Craft Broadcasting. a sub­<idiary of Rust Craft GreetingCards. currently opcrutcs three tv<t.niou-, and three radio -t.nions. Afourth l 'I IF tv station i.., soon togn in the air in Jacksonville. Fla.

'20

sec he was right or to inform himof the error. of his ways."

Anello cited another "basic fal­lacy" inherent in a government-ad­ministered policy-namely. the "ha­rassment the doctrine engenders bygroups of all views." He said thatthe knowledge that such a policyexists "makes every broadcaster fairgame to demands by those whofeel they can get broadcast timemerely by requesting it."

Canadian Color TvHearings Postponed

Ottawa - The future of color tvin Canada \~ill remain a question­mark for at least another sixmonths.

A hearing scheduled by the Boardof Broadcast Governors for Nov. 3has been postponed. Reason forthe postponement is that the FowlerCommittee on Broadcasting is cur­rently examining the subject of colorand is expected to report his find­ings to the Sccetary of State early in1965.

The broadcast industry had beeninvited to make submissions at thehearing on color tv.

BBG will meet in the first weekof November, but color will not bediscussed.

Canadian Television Boasts Record First-HalfToronto - National advertisers

invested record sums on Canadiantelevision during the first half of1964 with a jump of 19.7 percentover the previous year.

A report from the Television Bur­eau of Advertising of Canada showsthat tv advertising expenditures(time costs only) climbed by $6,-258.214 to $37.990.039 in the firstsix months of this year.

Prime movers in the recordgrowth were food and food prod­ucts, drug and toilet goods, auto­motive and brewers (sec list below).

Calling the tv spending picture"gratifying and satisfying," Ed Law­less, executive vice president of TvBof Canada, said that "it shows a fullvote of confidence in television byCanadian advertisers across theboard."

CANADIAN TV ADVERTISING EXPENDITURES

ApparelAutomotiveBrewers & distillersBuilding materials, inside fittings, household fuelsConfectionary, soft drinks, ice creamDrugs & toilet goodsFinancial & insuranceFood & food productsGarden & pet suppliesHome furnishings & entertainment equipmentHousehold appliances, electrical suppliesIndustrial & commercialJewelery, silverware, chinalaundry soaps, detergents & household suppliesMachinery & farm equipmentPoultry & livestock feeds & remediesPoultry & livestockOffice equipment & suppliesPaints & hardwarePublic utilitiesSchools & correspondence coursesSmoking suppliesSporting goods, toysPeriodicals & publishersTravel & hotelsGovernmentMiscellaneous

Total

Source: TvB of Canada/Elloott·Haynes ltd.

Jan.-June1964

Jan..June1963

%Change

594,7203,958,4781,603,857

23,1762,057,1268,987,298

597,8559,881,234

320,133116,313244,087103,627168,555

5.049,958153,10433,269

1,369117,550718,981557,455

26,3831,531,902

280,161152,771271,273228,874210,430

$37,990.039

347,9883,035,2661,087,027

101,7661,755,8047,720,981

492,0477,246,397

400,400152,886302,434151,09485,682

4,966,626126,791

11,385980

164,456483,879493,897

7,7061,286,896

329,970241,176344,611187,232206,448

+ 70.9+ 30.4+ 47.5

77.2+ 17.2+ 16.4+ 21.5+ 36.4

20.023.919.331.4

+ 96.8+ 1.7+ 20.8+192.2+ 39.7- 28.5+ 48.6+ 12,9+242.4+ 19.0

15.136.721.3

+ 22.2+ 1.9

+ 19.731,731,825

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61, September 28, 1964 21

•..

PONSOR WEEK

rent trend toward "integrated" (inthe racial sense) tv commercials wasessentially a brand of tokenism byadvertisers desiring to "pay homageto building pressures."

Negro radio, she admitted, has"earned its place because it hasserved, and served well," but sheurged Negro-appeal broadcasters"to strike at the real heart of the Ne­gro problem, and to exert real lead­ership instead of reflecting real orsupposed popular opinion."

-

Admen Urge Negro Market Survey Keyed by ProductsTwo admen from BBDO urge product-keyed survey, at

least annually, over Negro-appeal radio seminar

"'l'W York-A major study of theU. S. Negro market, at least on anannual basis and with strong em­phasis on actual Negro usage ofproducts by basic categories, wasurged by two BBDO admen at aseminar on Negro-appeal radio herelast week.

The two admen. Wilber Dantzic.media ...upcrvisor on BBDO's LeverBrothers billings. and Michael J.Donovan. media department vicepresident. addressed a luncheonmeeting at the second annual Negroradio marketing seminar staged bythe Bernard Howard rep firm. Some33 representatives of 24 Negro-ap­peal stations and groups attended.

Duntzic had no quarrel with thefeeling. voiced to SPONSORby Negroradio broadcasters. that agenciesshould recognize the "peculiar scp­urutcucss" of the U.S. Negro mar­ket. and Negro media's ability toreach it. What he hoped to sec. hesaid. was "marketing data \\ hichshows that Negro consumption ofbasic product catcgoics is as im­portant. or more important. thanconsumption in the general mar­ket."

Failure of Negro media, . -r ofmedia in conjunction with agencies.to produce such information, Ill'added. gave him as a media buyer"no rea...on to use Negro media suchas radío." Gist of suggestion putforward by Mcvsrs. Dantzic andDonovan: Negro-appeal radio sta­tions ...hould attempt. as an industry.to ...ub...idizc a sort of "hitchhike"<tudy that is part of a national prod­uct checkup being made by a "rec­ognized rcvcarch firm." Further­more. thi-, should he supplemented\\ ith ...imílar local research projects.po ihly evolved with Inca] college .and univerviticx."

It i•..... aid Dautzic. "immaterialif "'cgroe ... have a $20 billion in­come, unlcv- I know they're goingto <pend :1 portion of thi-, incomefor 111) product.

"If Ncgroc-, arc ;1 better-than­average consumption factor. then I

would recommend use of Negromedia."

Negro spokeswoman Carol Tay­lor (sec SroNSOR's report on theU.S. Negro market. Aug. 17, p.2..J.) addressed the seminar on itssecond. and closing, day. Miss Tay­lor. president of Negro Women onthe March. Inc .. repeated a chargeshe had made earlier that the cur-

Triangle Program Sales Showcases

New Wares for Agency TimebuyersPhiladelphia-Nearly 200 agency

timcbuycrs representing such blue­chip agencies as Young & Rubicam.N. \V. Ayer. D-F-S. Esty. McCann­Erickson and Mogul. Williams &Saylor. were the sales target lastweek of Triangle Program Sales,syndication arm of Triangle Sta­tions.

To acquaint agency buyers withthe firm's new syndicated shows forboth radio and tv-nearly 30 suchshows have been launched by Tri­angle since last fall. about two-thirdsfor tv syndication-Triangle char­tered a fleet of buses. and zippedNew York buyers down the turn­pikes for a quick tour of Philadcl-

phia, the new Triangle broadcastplant (sec SPONSOR.Aug. 3 I. p. 42),and a look at some of the new syndi­cation packages.

Stong emphasis was placed in awelcoming speech by syndicationgeneral sales manager Clyde R.Spitzner on the fact that Triangle­produced segments had been seenin network spots coverage and wereavailable "for regional deals." Al­though several Triangle shows arcaimed at moppet viewers. the firm'snewest plans arc in the arca of ac­tion sports. ranging from the Miami­to-Nassau open-water power boatraces to far-out sports such as jai­alai games and medieval jousting.

North American Van To Use Radio for 'Truth Program'

Fort Wa~nc. Ind. - Apparentlystung by recent criticisms of mov­ing practices. North American YanLines will be spending S1 million"to tell the public the truth aboutmoving" during the company's 1965campaign. Radio will be the ex­clusive national medium.

Campaign plans call for extensive"drive time" scheduling and includenew- pcr-onaluics on ABC. CBSand NBC.

"I want the public to know thetruth about moving estimates.

claims. delays - and what peoplecan do about them." James E. Ed­gett, president of North AmericanVan. declared. "There has beenlittle definitive. helpful informationdisseminated to the moving publicto date: it's high time someone inour industry <lid it."

The "truth program" will be bol­stered by a promotion among traf­fic managers across the country.

In announcing the new campaign,Edgett also named E. H. Russell.McC'losky & Co. as its agency.

'·

SPONSOR

\

NO OTHER PUBLICATION IS.

September 28, 1964 23

,SPONSOR 'WEEK

..111Stanton: Stations Should Consider Endorsements

Ne\\ York - Urging stationsto take st.md-; on national and inter­national issues and "seriously con­sider. at this stage of our growth inbroadcast editorials. the matter ofendorsing political candidates," CBSpresident Frank Stanton emphasizedthe responsibility of local manage­mcnt in editorializing.

Pointing out that the network hasoccasionally editorialized. Stanton.in an address before CBS Radio af­filiates meeting in New York, de­clared: "There is a purpose andpoint to CBS editorials. but they cannever take the place of local man­agement expressing its opinions inits own way."

Stanton continued: "If you doeditorialize. let me urge you to goall out. I don't believe that we canstimulate an audience hy beingtimid or tentative, or by soothingour listeners with platitudes."

There is a growing competitionfor audience these days, the CBSpresident added. "Newspapers, mag­azincs, television, radio, records,film-;-all attempt to attract our

Damn Yankee

:\'.l'\\ York - CBS presidentFrank: Stanton, addressing thenetwork radio affiliates, wasgreeted with a jocular back-of­the-hall cry of "Damn Yankee!"

Responding in kind, he saidthat two months ago he was inanother hotel and would ratherhave "been here than there," re­ferring to the ticklish negotiationsfor purchase of the New YorkYankees.

attention, and the constant flow ofsounds and words can have a de­scending cff cct on the senses. Theeditorial which has something impor­tant to say. and says it in a new anddifferent way, will compel interest."

Although he said that the net­work expected to continue editorial­izing, Stanton indicated that the"question of network editorials isfar less clear than is the questionof editorializing by individual lie-

Arthur Hull Hayes Paints Rosy Picture

Of Future for CBS Radio Network:\°l'" York Citing an unbroken

profit picture since the fall of 1962.Arthur Hull Hayes, president ofCBS Radio. told the network's affili­ates last week that CBS Radio madea 50 percent leap forward in salesin 1963 over the previous year.

"While 1964 is not finished," headded. "it looks again as though\\'C will have an excellent year andstation payments will be as high."

On payments to stations, Hayesnoted that they had been on theup"'' ing since they were re-urned inI lJ<i2. pointing out that a year agopa) mcnts were t\\ ice the originalcvtirnatc.

Hayc-, also told the aff'iliatcvthat CBc;; ha-, far more than a pm-

port iona te share of total networkbillings according to current RABnetwork sales figures and that CBSRadio continues to improve its shareof the market.

Also at the affiliates meeting,Hayes received a surprise awardfrom Frank Stanton, CBS-a goldmike award in recognition of his30 years of service. The mike, whichnormally goes to stations celebrat­ing their 30th anniversaries. was in­scribed "WAHH."

In making the presentation. Stan­ton quipped that he didn't knowwluu the licensed power of \\' AHHwa-, hut added that the CBS Radiopresident sometimes didn't evenneed a phone.

24

censees. There arc unique problems ,involved in speaking for and clear-1 ·.1

ing with the affiliates. There is the i;I

danger that CBS, by editorializing :neover the network, may assume a re- ,sponsibility that fundamentally be-Irlongs to the stations." u

11

¡u~I

Demo Convention SeenIn 42.5 Million Homes

New York - With President I~~Johnson's address the leading singleaudience attraction, the total nation-1 ~:al audience for the four-day Demo- ~cratic conve.nt.ion i!1 Atlantic City ·hwas 42.5 million different homes. ·

According to figures released bythe A C. Nielsen Co .. daily audi­ences ranged from a high of 33.71 ~·million on Wednesday, Aug. 26, to ''31.4 million on Monday and Tues­day.

The President's address to thedelegates late Wednesday nightproved to be the biggest box-officewith 20.0 million homes.

The Republican convention drewa slightly larger total audience, butthis is attributed to the fact that itran 13 hours longer. Nielsen figuresshow that 43 million householdswere tuned for an average of eighthours and 22 minutes to the GOPconvention, while the Democratshad 42.5 million tuned for an aver­age of seven hours and 45 minutes.

It was also pointed out that in­dividual major events of the Demo­cratic convention outdrew similarevents during the Republican.

pl:

.n

Hanna Reelected HeadOf CBS Radio Affiliates

New York-Michael R. Hanna,general manager. WHCU Ithaca, hasbeen reelected chairman of the CBSRadio Affiliates Assn.

The association's board of direc­tors also reelected Lec Fondren,manager of KLZ Denver. as vicechairman. and William H. Bell,WHEN Syracuse, was elected secre­tary-treasurer.

SPONSOR

AAAA' s Crichton Links Computers

With Need for Better Radio ResearchNew York-A strong call for

improved radio audience researchwas voiced hy John Crichton, presi­dent of the American Assn. of Ad­vertising Agencies. at last week 'smeetings of CBS Radio Affiliates.

Citing similar crics for better in­formation throughout the ad in­dustry, Crichton said that behindmuch of this demand is the com­puter. "Two years ago they were es­sentially experimental," he ex­plained. "Today more and more ag­ency media decisions are buttressedby computer analysis."

Crichton warned that the demandwill not diminish. "It will increase,"he asserted, "because the need forbetter documentation and moresharply defined media targets is in­creasing."

Crichton continued: ''I said twoyears ago that the arrival of thecomputer was possibly a hopefulsign for radio, that it might serveto restore some values which mayhave been depreciated in radio

during the last fifteen years."Crichton added that he believes it

is more true today. "In fact. in acheck of AAAA agencies usingtheir computers for media analysis.it is interesting to note that everyone of them except one is nowspending more money in radio thantwo years ago when I made the or­iginal forecast."

The evidence suggests, Crichtonconcluded, that "the computer is notan adversary for you. but an ally."

On the subject of ratings. Crich­ton said it is almost "ritual" to de­cry them. "But quite clearly rat­ings exist in our business becauseof their utility to seller and to buy­er, and what most of us arc eagerto do is to move beyond the tyran­ny of rating points toward a moremeaningful explanation of the dif­ference between stations. to an un­derstanding of the difference in sta­tion programing. to an understand­ing of the difference in station audi­ences. as well as their size."

Wometco Announces Record Sales, EarningsMiami, Fla - Wometco Enter­

prises. Ine., a highly diversifiedcompany whose holdings includeradio and tv properties, reports rec­ord sales and earnings for both itsfiscal third quarter and for the 36-week period ended Sept. 5. 1964.

Earnings after taxes for the first36 weeks of 1964 jumped 36.5percent (from $1.514,068 to $2.-066, 166) over the previous year.Earnings per share were $1.16. up33.3 percent over the same periodin 1963.

Gross income over the sameperiod was up 44 percent. from$14,826,918 to $21,348,430 mark­ing the first time the company haspassed the $20 million point in a36 week period.

In releasing the earnings figures,Wometeo also announced that ithad taken steps to expand its Flori­da motion picture operations, in­cluding the construction of threemore theaters.

September28, 1964

In addition to its theaters and tvproperties, Womctco also owns bot­tling and vending companies andoperates the Miami Seaquarium.

Universal PicturesIn Deal with STV

Los Angeles-Despite a curtail­ment of production and the firingof the bulk of its sales force. Sub­scription Television, Inc. continuesto acquire top-flight movie proper­ties.

Latest deal is with Universal Pic­tures Co. which will supply STY"upwards to 1O" titles. The firstfilm to be shown on Oct. 15 in LosAngeles will probably be "To Killa Mockingbird." This will be fol­lowed by "The Ugly American" and"The Thrill of It All."

Subscription Television has madesirniliar deals with other major filmcomp ames.

I Ampex EnteringJapanese Market

lh-1hwod Cit~. Calif. - WithJapuncxc electronic product-, \ L'r)much a part of the American \CL'nL'.Ampex Corp. ha' decided to enterthe Jupanc-c market with announce­ment that the government of Japanapproved formation of a joint ven­ture com pan). Toamco (Tovhiba­Ampex. K. K.).

"We anticipate substantial in­creases in Ampex sales to the grow­ing Japanese market to result fromformation of Toamco,·· B. A. Ole­rich. Ampex vice president-interna­tional operations. declared. "Toarn­co will manufacture Ampex video­tape television records. computertape transports and instrumentationrecorders."

Ownership of the new companywill be shared 51 percent by Toshi­ba. one of Japan's largest electricaland electronics companies, and 49percent by Ampex.

Curtain Coming Down SoonOn 'Steve Allen' Show

New York-Steve Allen, a pi­oneer in late-night television. willno longer be seen on his five-nights­a-week show ª" of Oct. 23. A jointannouncement by Allen and DonalH. i\kGannon. president of Group\V (Westinghouse Broadcasting Co.)said that Allen has been releasedfrom the remainder of his contractcommitment for the show.

Replacement for Allen on the fiveGroup \\' tv stations and "most ofthe same cities" where the Allenshow is syndicated will be WestCoast personality Regis Philbrin whohas been hosting a two-hour varietyshow in San Diego.

Official reason for the Allen de­parture was to give the performera chance to concentrate on hisI've Got a Secret program on CBS­TV. Other reports indicate that thesyndicated show has been losingstations.

Allen said he had to revise hisoriginal intention to appear on boththe 90-minute comedy series in Hol­lywood and on the weekly CBS pro­gram in New York. because such aschedule imposed a heavy burdenon him in that it required him tofly regularly to New York.

25

SPONSOR SCOPPROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAST ADVEIUISING

Pfizer back in farm radio

Charles Pfizer & Co. has resumed farm radioafter a year's absence. It's doing it rather gently,only six markets until January. After that, ac­cording to its agricultural division agency, LeoBurnett, Pfizer will go all out again with spotradio using a minimum of 40 stations. For yearsthe drug-chemical-cosmetic giant spent well over$200,000 on its farm radio activity. Its reasonfor pulling back may have had something to dowith a reexamination of the marketing process ofits rodcnticidc, Trillan. From reports. the productwasn't getting the shelf attention that had beenexpected. Also there was a question whether theright periods of the year were being selected forthe rodcnticidc's hu) ing appeal to farmers. InTrilsan's behalf some network has also beenbought, namely Don McNcill on ABC. To giveyou an idea of the breadth of Pfizer's growth anddiversification, the company's last stockholders'report showed gross sales of $460 million.

St. George's Y&R exit stirs reps

The moving of Joe St. George out of Y&R'smedia department sparked a spate of inferencesand interpretations in tv rep circles. They key to allthe reactions: St. George's disassociation from thedepartment's management could be the beginningof the end of dominance of the computer-overwhich St. George was the chief protagonist andadministrator-in the agency's spot buying op­erations. The belief among key reps that the com­puter was the decision-maker in the selection ofavailabilities has been the source of considerableand continuing recrimination. Rep salesmenclaimed that the Y&R system had the effect ofbarring them from direct contact with buyers andreduced them to the role of errand boys deliveringlivts of availabilities. News of St. George's de­parturc was seen by them as presaging a returnto a traditional way of doing businesswith Y& R'stirncbuying department. Instead of merely servingas a channel to the machine. they would again beable to discuss the circumstances surroundingthe availabilities with the agency's tirncbuycrs.Warren Bahr. vice president in charge of Y&R'smedia department. is on vacation. St. George.whose new assignment i-. represented as a "move

26

to consolidate the efficiency and economy of com­puters," was available to Sponsor Scope. St.George said that things were attributed to the com­a decision-maker. In other words, the computerreally comes into decisive play after the initialbuy is made, that is, as a tool for assessingtheefficiency of the buy and suggesting changes tobe made in the buy. P.S.: Ted Robinson, of theY &R New York tirnebuying staff, has been del­egated to help the San Francisco office make thelatest spot tv campaign buys for Kaiser. Repsare wondering whether this project will entail theuse of the Y &R computer in New York or wheth­er selections will be left to Y &R buyers in S. F.

Postscript to Y&R's computer status

The introduction of the computer to tirnebuy­ing has had the effect of splitting reps into twocamps. One camp has taken the position that theprudent thing to do is not fight it but join it.That is, by a rep installing his own computerwhich would process information to be fed into anagency's computer, or employing a staff of spe­cialists conversant with computers. The othercamp strongly opposes any form of catering toputer 's use that weren't so. The agency's mediabuys were not determined by what carne out ofthe computer. The machine was used only to"assessthe value of the alternate possibilities" ofa buy. It's a quick way to solve arithmetic prob­lems and also is more of a decision-checker thanthe computer. Their main contention: the machinecan only compare numbers; it can't measure thefine nuances that prevail in show business, which.in the case of air media, is programing. But whatthe opposition obviously realizes but doesn't pub­licly voice is that the computer deprives the repof what he deems a vital requirement: that hecontrol the distribution of his available spots. Themachine culls out the best of the inventory and re­jects the second best. As a direct communicantwith the buyer, the rep can mix the relative qual­ities in the form of a package, and in that way hecan more equitably distribute his stock as a whole.There perhaps. in a nutshell, is the key to his dis­content with computer buying. His argument thatthe computer serves as just so much promotionalgimmickry and another avenue to Parkinson'sLaw may be unconscious smokescreen.

SPONSOR

_. CONTINUED ON NEXT PAGE ---

'Equal time' means 'equally matched'

ro the :-.kClatcl1) stations "equal time" mcan-,equal in every respect. In every spot deal thegroup makes it reserves the right to take awayfrom one political part) some good spots it hadairead) bought and give them to the other party.The basic aim. which is rather novel for the busi­ness, is to make sure that till· batches of spots arcas closely matched as possible. lncidcntnlly, theNational Democratic Committee has set Oct. Ias the starting date for its spot radio spread.coming through Do) le Dane Bernbach.

Duffy-Mott includes nighttime radio

The thing about Duffy-Mott's latest campaignout of SSC&B that makes it offbeat news is thatit involves nighttime as well as daytime radio.The schedule takes off Oct. 5 and runs for sixweds. Duffy-Mott has become a pretty consistentuser of spot radio. if only in flights, and it wouldn'the surprising if its radio expenditures this yearequal. if not exceed, the spot tv outlay.

Colgate 100 in four tv test markets

Colgate-Palmolive keeps attaching number'> tothe names of its newer brands. Right on the heelsof the hair dressing Code I O comes a Colgatemouthwash being marketed as Colgate 1OO. Themouthwash is getting its marketing test in four tv­oriented markets. Colgate I OO's chief competitionat the moment: Mier in. Green Mint and the old­timers. Listerine and Lavoris. No particular sig­nificance in the selection of the "I O" or ·· 100".They arc just catchy and easy to remember.

B&B big breeder of buying talent

Ask a hep member of top agency managementwhat, basically. can make one upper-rung agencystand out against another agency in the sameclass in the matter of manpower and he'll prob­ably toss this phrase at you: the superiority of thepersonnel selection process. Translated to lesserudite terms. it means a smart agency pickspeople with the inherent ability to move up to a

September 28, 1964

1-l') vacancy when tire a~cnc) IP-.l''- till· occup.mtuf that "put One agcrK) th.it pndc-, uvclf .11 bcrn];quite accomplr-hc.j in th.u regard. p.rr ucul.rr ly 111

it-, media department. i-, Benton ,\: Bu\\ lc-, I here¡, good rcavon for 1111-. pndc, I Ill· agcnc y h.1' .1

dr-unguivhcd record av a tr.nrung ground fur mc dr.icxccutiv cv. Scan the Iollo« rng rovtcr l lf Benton ,\.Ihm k-. mcdi.i department alumni '' ho hold l..e)jllh-. in other -.hup-. and youll find vuh-t.mcc Iorthe record.

NAME lOCATION & TITlE

Ht\I Moller

Herbert Manelovl'9

M ke Donovan

Crt-y. '""' pre\ dt-nr mrd 11 d re tcw

BBDO. v ce pre\ dt-nl rTll'd • d r ero­BBDO. v ce pre\•dt-nr ancx ate rr.e- l •

d rector

Ph1l1p Morr1\. med a program d ro tor

Cardnt'r. "ce pre,1dent·(T>('da d re<'O<'

PaP<"rl. l(oen19 lo ' YICt' pre, de-nidirector of med a and P'C>g•amng

Paper!. l(oen g. tc v, med•• d rt- 10-

Fuller & Sm 1h ~ Ron vice pre11~nlmedia d-recior

Youn') & Rub1cam. le>s Angele,. (T>('d•d rector

Richard I( Manoff d rt'ctor of broadcau plann ng

Bate,. vice pre' den! esecur ve d rec!Otof med•a pr09ram1n9

DC5S. V•Ce pre' dt-nl·nlt'd•a d rt-ctor

l(enyon & Eckhardt, commun catº"'group head

Don Harrit

Rudy MaffeiBill Murphy

John Coll1m

John Nuccio

Ju,tin Ce,,toe

Sam Viii

Sam Tarricone

Paul Roth

WTOL-TV's innovation for piggybacks

\\'TOL-TV Toledo has adopted .1 po-turcfor pigg) hacks that could set ;r pattern Ior thespot tv side of the industry. The ba-ic prcrni-c:granting the national spot advcrt i-cr of "<haredcommercial" persuasion the ...ame -ct of ground­rules that prevail for network and local adv er­risers. To put it more -pccifically. the nauon.rlspot advertí-er should not he expected Ill p.r~ anextra tariff on piggyback« xo lnng ª" a prcnuurnis not applied to the network'< pigg) back u-cr-,and the ...ration's local pi~yh:rd chcnt-. \\ I OL­T\', however. ha- in a vense qualified thi-, philo-,o­phy. and introduced a limit.rt inn on a\ .rilablc 'cg­mcntv for pig~) hacks. which -.uggc-.t-. the pt'"ib epattern. The station, which ¡, rcppcd h~ l í-R. ha-,set aside certain period- of the da~ and night forpiggyback commercials. These arc: 12 noon l•'12:30 p.m.. .5:50 to 7 p.m .. 7 to 7.30 p.m . 11 to11:30 p.m .. ~h)nda~ through Friday. and 2 .~Oto4:30 p.m. Saturday.

27

has to maintain a liaison with the client's travelingsalesmen. From them he gets guidance not onlyon local conditions but the points to underscorein the directive to the station personality whodelivers the commercial.

-SPONSOR SCOPEPROBING THE CURRENTS AND UNDERCURRENTS OF BROADCAS1 ADVERTISl°NG

Crosley joins groups repping outside

·1 he Crosley station group, which has alwaysbeen its O\Vn national rep, appears to be settingup a subsidiary rep firm which will open its doorsto outside radio and tv stations. It's been a pctidea of Pete Lasker, Croslcy's national saleschief.The name of the new rep corporation will likelybe Broadcast Communications Group, Inc. Itwould make the fourth station owned by a groupselling stations besides its own. Basic philosophyof the move: to bring together a list of radio sta­tions which have problems similar to WLW ra­dio's and those whose coverage is mostly out­side metro arcas. With 1O to 15 stations in rep­resentation of this type the new setup would beable to subsidize research of an arca nature andthereupon be in a position to sell the combinationas a segment of radio homes throughout theUnited States.

Sell_ radio via radio, SRA urges

Mutual's Robert Hurleigh has apparently beat­en the Station Representatives Assn. to the postwith a message.The SRA message was to becompletely in tune with the exhortation that'scome from the MBS president: use the mediumto sell the medium. But the SRA appeal will go astep further, when it's finally developed. It will rec­ommend that radio stations do this selling to ad­vcrtiscrs and their agencies in premium time, that¡,, the early part of the weekday morning andweekends.

No ease for farm radio copywriters

The role of the agency copywriter on a farmradio account is about as hectic and complicatedª' the one Jackie Gleason portrays on his layer­cake assembly line. Much of the copy often hasto be tailored to local changing conditions, It canhe the weather-e-an early or lute summer orwinter. It can be the sudden onslaught of sorneinsect or other pests.These and other vicissitudesrequire thut he 1-.L'L'P in frequent touch with radiovt.rtions on the client's list. That is. when he isn'tout on the road vi:-.iting farmers. dairymen orcounty agents. On top of all this the L'OP) writer

ABC-TV superior sampling indicated

It would seem that ABC-TV performed amore effective sampling campaign for its night­time premieres this seasonthan it did last Septem­ber. That is, if the number of shows that drewplus-50 shares serves as the comparative yard­stick. During the network's curtain-raising weeklast year, four half-hour periods drew plus 50shares. This time the ABC-TV half-hour plus-50shares totaled 15. NBC-TV had three debut nightsagainst ABC-TV's seven. On two of these nights(Wednesday and Saturday) NBC-TV scored twoplus-50 shares. The foregoing is based on Tren­dcx counts in 25-26 markets. P.S.: Pitted againstthe CBS-TV Monday night premieres (Sept. 21).ABC-TV came out with an average Trcndex rat­ing of 20.7, as against an average of 14.6 for CBS­TV. 1n the matter of average share of audiencefor the night it was ABC-TV, 41.3; CBS-TV,29.1. Two things to bear in mind: (1) NBC-TVhas yet to unveil its new Monday night inventoryand (2) the proof of the pudding is still in thenational ratings. P.S.: More disturbing news forCBS-TV Tuesday. which also was a premierenight for it, the network ended up with an averagerating of 14.4 as against an average rating forABC-TV of 21.3. On Wednesday night CBS fellback to third place. The composite Wednesdaynight averages stack up like this: NBC-TV with15.3. ABC-TV with 14.9 and CBS-TV with13.0.

Loretta Young given sabbatical

The Loretta Young reruns arc being put on theshelf-at least temporarily-to make room forthe upcoming Mo111e11t of Truth strip (2-2:30p.m.). That will leave network tv daytime for thefirst time in four or more years without a singleanthology drama series spotlighting the same"tar. In fact. the soap opera has displaced theanthology type altogether. NBC-TV bought the

28 SPONSOR

rerun right-, to the l.orcn.i Y uu11g -.ho\\' for '$(1million. thus the 11l'l\H1r1'-can rcin-t.uc them all)time it wants to.

Gillette, Chrysler could use rain

Gillette and Chrysler. World Series sponsors.have a difference of several million homes atstake in till· event either the New York Yankcc-,or the Balrimorc Oriole- take the AmericanLeague pennant. Because of till· vhort di-tuneebetween either uf the-e cities and Philadelphia.there won't be an off day for travel. I lcncc in ca-etill· series, which starts \\\·dnl'-.da). Oct. 7. wind­up in four games. as happened the last time.there won't be ;1 Sunday to deliver what ha-, al­ways been the higge-.t tv audience of the event.A postponement becauseof rain would, uf course,as-urc a Sunday game under any circumvumcc-.P.S.: The co-sponsors pay S3.8 million only forthe package whether four or seven gamc-.

Light strokes re tapes, piggybacks

Air inedia selling also ha-, its ironic sidelights,Herc arc :i couple rh.u Sponsor Scope gleaned lastweek: (I) BBDO asked radio <unions to submit:i half-hour sample tape of their l'arl) traffic-timeprograming. Remarked :i Pennsylvania broad­caster: "The agency can't learn much from ahalf-hour sample. We're vo loaded with cornrncr­cials rhnt it'll take at least an hour's rape to pene­trate to our programing format." (2) :'\BC-T\'da) time was pitching to an upper-rung udvcrri-crheavily committed 10 CBS-T\'. S:1iJ the client:"',\II our commercials arc mulri-product." Rl'­plied :"\BC-T\': "That's all right, \\-...··11submitthem to the Code Review office to determinewhether they're integrated or piggy bad .." Splur­tercel the client: "What! Supposing they're ;111declared piggy backs and CBS i-. 'º informed. \\'l·\Ihe in a f'inc pickle scheduling-wive. Ju-t forgetyou talked to u-."

What's happening to plot in tv?

Madi-on Avenue sage- who view the p;1-.-;ingl\ network program -ccnc with ;1 touch (lf tongue

Ill d11.·1..·1'-.rrc \1111..'lllt!.1 bu 11f .il.1111111\1..'f\\h,11 1hc:yc.rll 1h1..·"'h,1pp1111..'"l'\pl11-.1u11" \\ h.11 they 're: fl'Icrnng In " the [act there arc .l7 -uuauon come­dic-, regularly scheduled and th.u, 1f )OU ;u.JJ thevanl'l) and audience participation and other ty pcvhow-, that play for laughv, you'v e got a grandtotal of 64 <how-, vcck ing 10 contribute \H'cld)tn the f rivolny of the American tv audience\\'here their alarm come- in i-, this: 1110-.1of theviuuu ron comedic- at lcavt the newcomer- .1p­pl·;1r to ha\ e h) l'ª"-l'd the dc.:1111..·n1pf plot amidcpcud un quick taI..1..·-.11f the quivotic and otherdl'\ ic:i:-. th.u the -.crip1 writer '' ª' once inclinedIll label "<rory." "\l1\\. avk the-e -.;1gc:-..how .rrcyou going 10 gl"l the \ icwcr had into the habuof upprcci.uing thl' "plot" Pr "<tory " pf .1 pro­gram aírcr he'< been submerged in <i welter ufprograming without either "plot" or "-.1ur) ...,

Fourth group-owned rep firm opens

Louk Ior :i fourth station rcprc-cnt.uion firmowned h) a group to open ii-. door to outvidc -.1;1-tions sometime thi-, month. T\t\R.A\I Radio Salc-,and Storer Tv Salc-, arc till· group-ow ncd re:p.,;11ready hand ling ou txidc 't;1 t i1ms. ·¡ he new spot-.ale-. -ct-up-e-covcring both tv and raJill--Í-.;1111011gthe oldc-t and hmgl''-l in the íicld of group-clf-rcprc-cntnt ion.

Steel blades headed for price-cutting?

lhc next tactics you can expect in 1h1..·n11n1111-ingly bitter competition among the lc.uling <reel<havin]; hi ades: price-cutting. in an aucmpt tohold their -hnrc-, of the market. About run u-,promotional gamut is the cornbin.uion price [or .1package of hladc- and a can 0f shaving l.'fl',1111.Where the price-cutting "ill finJ it-, h1ggc-.1 .rrcn.iarc the vupcrmar kct-, which now account íor thehulk of -;ha,lng cream anJ hl.1J1..·,,,:l''· An .1111k1-pated g.rmbit : auuching :1 '-l'paratd~ '' r.ippcdblade to the package and offering 11·'' a prcnuum.which, tr.in-t.ucd in mcrchamh-mg 11..·rn1-..1-. -.1\hlalk' for till' price uf íivc. Mc.mwhilc ~1n1 1.:.111cvpcct the lcadcr-, 111-.11..·pup their t\ prcv-urcin-ac.ul uf tak ing .1 breather I he br.uul bladebu-inc-- h.i-, al\\J~' been a trrc k y Pn1..· and r-,l11.1lkJ \\ ith <h.irp l·Jg1..·-.f11r 1h1..·111..·,1ph~11.·

September 28, 1964

J--~~~~~~~~~~~~~~~~~~~~~~~~~~~29

Metro Charlotte is just the rich marshmallow floating on a market 75 miles in diameter when ybuy WBT Radio. The populous Piedmont's top-audience radio station for two decades, only WB-50.000 watt signal delivers Charlotte PLUS - a market of more than TWO MILLION PEOPLE w$212 BILLION in buying power. Your BLAIR man has the WBT story. It's a hot one!

Jrllrr.,on Standard Brnadcavt 11¡;: Company

Sponsor<fPT£1.'Bfl1 r. I lt.-C

Picturephone:

tv

trouble-shooter

SPONSOR-promoted experiments with Bell's new Pic­

turephone show promise of telescoping time and space

in tv commercial emergencies.Current service could help

admencut costs. Broadcasting field's use should promote

engineering of capabilities for special advertising needs

• I'hcrc's a dollar, time and ulcersparing device for countering broad­cast commercial advertising crncr­gcncics that crop up among cliente.agencies and media separated byhundreds and even thousands ofmiles.

The device i' called Picture­phone. Its fir-t broadca-t a{h crtis­ing problem underwent a ..Kitt)Hawk" experiment earl) this mouth.ThC' results-or solution to theposed prohlcnh-Wl..'r(' exciting andpromise to !:Ü\ e adv crti-ing manage­mcntx auothcr turnbuckle withwhich to tighten the ..•lack 111bothco-t and efficiency -at k.1,t \\ hencertain cmcrgcncic- ari-c

September 28, 1964

Th1..· Hk·a for thi-, fir-t crc.iuvcbroadcast inv oh cmcnt \\ ith the B.=11System Picturcphonc w.1, <par kcdfor Sroxso« b) the now-f.muliarmagazine udvcru-cmcnt pictunng aerandrnothcrlv l.ulv lookun; dounc-"" . . ••... ~I) at her blond. fingcr-vuck inggra11Jd.1u!;!htn \ ia PicturcphoncCopy p1Ün!1..•JOlli the J\ .ul.rhiluyof 'enice •.from f.snuly-t) (X' booth­in .1111..·nJeJccntcr-." between '\cwYork (Gr.ind Ccntr.il St.nioru. Chi­cago ( Pruclcuu.il Hurkhng ) .1nJ\\ a-lungtou ( :'\atHH1.1l Gel'gr.1phicS1X"i1..'I)Buikhng ) .

Thi' \\ ª' 11111..·of the nr-t .in­n,iu neemcnt-, th.i t the -crv ice "·''.I\ .ril.ihlc to the public <in•..c Picture-

31

'Whal do you mean, popsicles all over thecover?" Thal might well be the sort of ques·lion 1ha1 an arl director could answer in sec·onds with the display of arl work in progress.

I

phone was demonstrated on April20 with a transcontinental call be­tween Bell System exhibits at theNew York World's Fair and Cali­fornia's Disneyland. The simultan­eous telephone conversation-with­a-picture had at last arrived, eventhough many science fiction fansbelieved that it had been aroundsince the concept was promoted inthe Buck Rogers cartoon strip al­most four decades ago-when, infact. the very first public demon-

A series of magazine and newspaper layouts,photographed as they were received on thePiclurephone screen, illuslrale the appearanceof copy, photo and arl elements. Few of themwere sm•ller than 8 by 10 inches-in theorigin•l-•nd were reduced lo smaller thanscreen size (43/a by 53/4 inches) before beingfurther reduced for these SPONSOR photos.

An example of the transmission and recep·lion of graphical material used in the between­beerhs experiment at the Picturephone Centetin Grand Central Station. (See right.)

stration in this country of the trans­mission of television over telephonefacil ities was made at the Bell Tele­phone Laboratories in New York.

For Sr-oxson, the question was:how could the new Picturephonebest be used for the benefit ofbroadcast advertising? For, as Ar­thur D. Hall, head of the televisionengineering department, Bell Tele­phone Laboratories, said: "Beforea complete system can be success­fully designed and built there is

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much more we need to know. (Eventhough without going beyond to­day's technology we know, today,how to provide such a service.)All the potential uses of the Pie­turephone service depend on whichspecific characteristics and capabili­ties are built into a system. Beforewe can determine these. we needto know what potential customerswill need and want from such asystem after the novelty has wornoff."

iOI

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l':.n1

tlS,·;h);

SPONSOR

U1in9 Gener•I Eleclric't •utom•tic too1hbru1hp•cl1•9e, •dvertiting, ditpl•y tt•nd •nd prod·uct in • timul•ted pitch proved th•t •II ele­menh could be inlegr•ted well •nd th•tthe 1ender'1 voice .dded perton•I tell.

Hence. SPossoR\ editor pro­' okcd the first experiment u-..ingthe Picturcphonc ª' a tclcvi-ioncommercial tool for client. agencyand media.

"Su pposc." S"º'soR askcd Bell(through its agency ~- \\'. Ayer &Son. lnc.), "that an l'mcrgencychange in a tclcvixion <pot had tobe approved by a client in Chicagoor \\'a-;hington before it could heaired, hut there was not enoughtime before air date to get the film

I \lllllll

or tape to him-coulJ it he playedover the Picturcphonc betweenciticv?"

Granting that there i-, 110 -ub-ti­tute for in-per son. fucc-to-Iacingover advertising problems. SPo'­son asked: "What about all of thechronic cmcrgcncic-, that occur inconnection with accepting or reject­ing art clements. layouts, 'tor) -boards. package <.k,ign-; and thelike'? \\'hat can Picturcphonc Jo inthe day-to-day competitive b.utlc to

help client. agl'lll') and media hurdlethe obxtaclc- of tnn littk time.ton much di-t ancc and the need Iorm-tant \ i...ual communication cou­plcd with verbal cxplanauon? ,\mi ..•...ed tv <pot ¡, rrrctr rcvablc. Arcthere circum-tancc-, 111 '' hich P1c­turcphonc could 'ª'l' it?"

Arthur Hall-\\ ho '' al-o Pill' ofthe engineer- that helped dcv clopthe vi-ual phone ') 'tcm-,,1)'."Cuvtorncr-.' need- largd) determinethe fundamental technical and eco-

From Broadway to the Windy City

Herman Shumlin. New York's notedBroadway producer-director, di-cusseshis controvervial pla~. "The Deputy."anJ new road show. "Dear Mc theSk) r- Falling," with Chicafo radio­tv personality SiJ S.td.l)\\IÓ 'in aIirvt-of-a-kind Picturephone interviewThe conversation. originated by 'ta­tion WG"'-A~l-TV, was taped for 11

hroadcnstover "Sig's Show...

September 28, 1964

Shumlin, Bro•dw•y producer-director Sul.owic1. Chiugo r•d10-tv perton•tity

33

Demonstrating the "gimmick" piece or point-of-purchase material was another of the potentialu1es depicted by the Picturephone advertising problems experiment. The results were excellent.

nornic requirements of any system... (and) ... the customers' pointof view is essential. What specificuses will a customer consider mostimportant?" As a result, Bell per­sonnel and Chris Whittle of theiragency didn't take long to answerSt-oxsoa'squestion.

Within 48 hours some hundredsof pounds of gear and props wereassembled at one of the Picture­phone booths in New York's GrandCentral Station. Included were somestoryboard frames, an animatedfilm, a one-minute commercial onfilm, a film projector and screen.

This first experiment was trans­mitted between two of the threebooths at the New York location,and within minutes the novelty ofseeing and being seen wore off andmade way for the excitement ofviewing storyboard frames. new pro­duct packages, brochures, art lay­outs, the animated color film and aone-minute commercial spot trans­mitted and received on the Picture­phone screens.

There were some rough spots in

framing, some detail to be desiredin the legibility of small type, but­ovcr-all-the possibilities for Pie­turephonc to jump the time andspace gap in commercial broadcastadvertising emergencies were dyna­mically apparent and electric intheir effect on the group involvedin the experiment.

But would comparable results bepossible between two cities and overlonger distances?

Within a very few days an oppor­tunity to test the idea with practicalapplication was created. N. W.Ayer had been alerted to look foran early opportunity for a between­cities experiment to be made avail­able to SPONSORin New York.

The opportunity came when theagency culled from its files the idealmaterials that could give a broadlatitude test to Picturcphone in abroadcast advertising problem em­ergency. From its files, the agencygathered copy, props and commer­cial film that had been used on be­half of Scaltcst. It was a packagecombination commercial-split live

and film. Assuming the likelihoodthat the integration of live copy,props and film-which a stationmight already have on hand-wouldrequire drastic revision of copy, se­quence and treatment, the aid ofMetrornedia's Washington stationwas enlisted. WTTG-TV had a setof the materials on hand, havingrun the Sealtestspot during the cam­paign. With their agreement to par­ticipate in the experiment, the dupli­cate set of gear, props, film, copywas moved back into the booth atGrand Central Station by the per­sonnel handling the experiment.

The results were little short ofspectacular, for the chore washandled with improvised equipment.Improvised in the sense that noneof it was designed for use with oras part of the system. The propswere simply set up, a hand puppet'suse demonstrated along with thetiming and integration of the filmportion of the commercial. The pro­jection screen was set up along theplane of the maximum depth offocus for the Picturephone tense,

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LH Reynolds (I) and station manager Lury Fraiberg of WTIG-TV, duringthe experiment with Picturephone on behalf of broadcast advertising,at the Bell Telephone center, which is louted in Washington, D.C.

Making the first call from Washington to New York, Mrs. Lyndon B.Johnson said, "When our daughter was in college last year, the greatevent of the week was to telephone her. And if we could have seenher, u well as talk to her, that would have been an added dividend."

34 SPONSOR

Two fr11me1 from the animated film used ín the experiment 1how the reduced Images with remar~able darity An enlargement of º"• of the11nim11tedfigures, 1hown here, lacl.1 the brilli11nce the ume Ímag• and bu~ground have when seen with the na~ed •y• on roclurephone

the projector placed where thethrow of the image would just fillthe Picturcphonc screen.

All clements in the experimentworked so well that \\TTG-TV s1~1-tion manager Larry Fr.ubcrg quip­ped: "They've got my order for oneof these right now. Anybody whosecs this operation just must getthe picture!" (Actually. no one willhazard a guess on the time it willtake before such equipment be­comes economically available forbusiness. but it is available andworking now al manned ccntcrs.)

Time for the complete operationwas approximately a quarter hour.The first three minutes would havecost S16 according to standardrates. A lS-rninutc transmission viaPicturcphonc to Washington. D.C.,would cost $76 for time and $7.60in federal tax for a total of SS3.60.

An in-person face-to-face expla­nation and demonstration. had itbeen necessary. would have en­tailed travel time to and fromWashington along with the costof trawl. hotel. cabs. meals.ctc., about as much in dollars. hadthere been no emergency. It's un­likely that anyone who has facedthe frustration of such an emer­gency can't grasp the advantagePicturcphonc will off er in thosecities where it is now in operationand others as they become avail­able, And as service is extended.rates will undoubtedly be equated.

Certainly the possibilities for med­ia people arc obvious to WTTG'sLarry Fr aibcrg, who said: "My firstencounter with Picturcphonc was anexciting and memorable experience.much like rnv first contact withtelevision, a medium with which itwill inevitably be compared.

•:

September 28, 1964

A series of off·the·1crHn fr11me1 1ho1 duringthe running of • well-lcnown Hill1 Bro1. coffeecommerci11I m•y give mo11 11dmen • cleueridu of the fidelity with which the comm•r·ci•I wu reproduced on the Picrurephone sel.

lS

··I llL':->L' two media of communica­t1dn..,-pJwne\ i-ion and television-e­-ccm to me not only to have sprungfrom a common parent but to havea common future. Fogcthcr theycan combine the clements of closedcircuit tclcv i....ion with those of aconference call: the drama of tvwith the immediacy of the tele­phone."

Looking ahead, he says. "I envi­sion the time when a program pre­scntation to an agency can be madeby Picturcphonc, when a commercialidea can be transmitted to a clientor agency by this device, when tv-t.uions can communicate with eachother by Picturcphonc. All this could<ave precious time and a great dealof money."

\VTTG\ Lec Reynolds. who par­ticipated in the between-cities ex­periment at the Washington cud.had an incisive observation to makeabout the role Picturephonc couldperform for creative staffs.

"I feel," said Reynolds. "that thePicturcphonc can be particularlybeneficial to the performer. Gen­erally, he has contact with theagency and client only through cor­respondence or commercial copy.The copy will tell him what lo say

In the Picturephone Center in Grand CentralStation the experiment gets under way withimprovisations using available equipment.Projector is propped on attache case andphone books to throw image on screenplaced where Picturephone can pick it up.

and how to demonstrate the pro­duct, but often the words on thecold printed page can be mislead­ing and result in poor interpreta-

SPONSOR Editor Sam Elber watches screen as Washington contact is madeand Roger Harvey, N.W. Ayer commercial producer, demonstrates use of puppetin live portion of the commercial. How the shot was framed and its receptionare shown in the following photo. In the final picture, the same puppet is seen.

J6

tion. With the Picturcphonc, theperformer can be put in direct con­tact with the people who conceivedthe spot, and they can not onlydemonstrate haw they want it done.but see that the performer is doinga satisfactory job with their pro­duct. I believe this will lead togreater confidence on the part ofboth client and performer, sincethey both will know that the spotis being done exactly as the agencywishes it to be done."

Jerry N. Jordan, vice president­special projects, N. W. Ayer & Son,Inc., says: "Picturcphonc is a dra­matic advance in communicationsfor which we, at Ayer, sec manypotential applications in the adver­tising agency business-to say noth­ing of service businesses of othertypes (look at its potential for re­tail stores in telephone shopping).It's the closest thing to direct on­the-spot contact yet developed.While nothing will ever replace per­sonal contact, Picturephone will bean invaluable tool to use when di­rect face-to-face contact is not pos­sible or necessary."

The equality of some of the im­ages transmitted in the experimentswas even better than television re-

SPONSOR

Thoma-, Sl.ucr, 'ªh.-., manager for lkn.1) -AlbccNovelty Co. nf New York. rcccntlv dr-covcrcd th,11the Bell Syvtcm'v new Picturcphonc xcrvrcc c.111 hean excellent uid tu hi' novelty buvincvs Wunungto unveil his new line of chiklrcu'< pl.a\ h.11'. Sl.ucrorrginatcd a e.ill \'i.1 Picturcphonc -crvice to I lcnrvF. l\lcrtin,, executive toy buyer Im S. S. KresgeCo., Chicago. ·1he vcc-av-you-t.rlk vcrvicc en.1hb.ISlater to demonstrate hi' firm'< D.1111cl Boone vim­ulatcd rucoonsk in, Mickey Mou-e. \\',1h 1)1,nc\l\l<1ry Poppins. cowboy and other h.11,. '"I he hook­up \\," ao; clfccuve ª' if I h.id rn.ulc the prc-cnt.uionin person." !o.a)' Slater. "I received .111 '51X.000order for two l111c,." According to the Bell Sy-tern,the cull rnark-, the ltr!o.t such usage in the rct.ulingiruluvtry since Picturcphonc 'enice ''ª!o. introducedbetween New York, Chicago and Wavhington.

:••1

ccption, for the Picturcphune :m10-matically compensate- Inr thechanges of ligh1ing in a ruom Pl·r­haps this wa-, \\ hy. in the changeof scenes in the commercials onfilm. black arca' did not give Ilk·appearance-e-as they vornctirnc- do

I cchmc.il mform.ruon rclc.r-cdh~ the Hell Syvtcrn on it-, Picture­phone <crvÍú: e\ plain': "I he meth­od pf interlacing hnc- in the invtru­mc111 differ- f rorn tlH ''C employedin commercial 1de\ i-ron ') <tcrnv < Hthe met Ill id, u-ed h) tclcv i-ion. PK-

111 home tclcv ivion rcccpuon-e-of-omctirnc-, being wa-hcd out. CPn­tra-t and brightnc-,« cont rol-, built in­to the Picturcphonc unit cuuvc theblack level in the piel ure a"' a~'In appear black on the <creen. nomailer what ¡, hcing tran-miucd, II

How Picturephone service operates

The three-city Picturcphonc net ·work operates through a controlcenter in :'\c\\ York City.

The control center. which i'adjacent Ill the Picturcphonc ccn­ter in Nc'' York's Grand CentralSlat ion. has a direct contact '' ithA í&T's Long Lines Dept.', tele­vision operating center in ¡\e,,York and the three Picturcphoneccme rs.

Net\\ ork control schedules allPicturcphonc calls al 15-minull'intervals. Each origina1ing loca­t ion contuct-, network control 1r1determine if lime ¡, ,I\ ail.iblcand. alter the origina1ing loca­t.un negotiates an acceptablelime '' ith both origmatiug andterminating part icv, conf'irrn-, thelime '' ith network control opera­tor.

Iinully dial' a two-digit numberfor the cí1~ being called. '\l'''York number- arc 21 and 22.Chicago. 2-k \\ a-Jungton. 2.3

In receive a call the cu-torncrprl'"e' Ihe "on" bu non '' hen thehell ring'.

Call' arc terminated b~ prcv-­ing the "off" button

Cu-torncr- can center them­-ch l'' in the <creen h~ pre" mg a.., icw <elf" button and :1dJu,t111gtheir po-ruon accnrJin!_!l~ I'hcrcarc four fll"ll ion- íor people'' i'h1ng to u-e th •..• Prcturcphonc<er .111d t wo or three ch.nr- IorlhP'l' \\,1ll:h111g the e.ill

F;1ci11t:e' .rrc rn'\ 1J~:d íorrcaclung the Picturcphonc .II·

tend.mt 111 the event that .t"•'­t.mce ,, needed

The l1rig111a1inglocution norm­all~ confirrn-, appoirumcnt-, wit h­in two hours.

Sufficient time ¡, gl·ncrall~available between nppointmcnt­lo avoid terminating one call Inpermit a second call lrom beingdelayed, l 'ndcr unusual circum­stanccv. however. ii may benccc s-.arv In terminate a call aftera 30-scconJ not iíicntion IO main­rain the da~ -long -chcdulc.

When a cu-torncr arriv e' .11 thePicturcphouc Center. there i-. abrief instruction pc nod durmg'' hich the cu-torucr i-, told how Illpl.ice or receive lu-, e.ill.

Pl.rcing a call i- accompli-hcdin three <imple <tcp-, Ihe cu-­turner Iirvt pre"e' ;111"on" hut­lrin, then a .., ideo .. button .md

September 28, 1964 37

"I

turcphonc utilizes the low cost ofone with the high quality of an­other."

The Picturcphone signal occupiesa bandwidth of 500,000 cycles.From the New York operation, thesignal leaves the Picturcphonc setin Grand Central and travels to aswitching center at 32 Avenue of theAmericas, where it is automaticallyrouted by microwave to either Chi­cago or Washington.

Each set is connected to theswitching center by three pairs ofwires. One pair is for transmissionand reception of the audio portionof the call, another pair for trans-

mission of the video signal and thethird, for receiving the video signal:

Size of the picture on the darkglass, which is etched to eliminatereflection, is 4Ys by 53A inches.The FI l.9 lens delivers a field ofview of 16 by 21 inches, at fourfeet, with a depth of field from 35to 76 inches.

In these first experiments on be­half of broadcast advertising, typesmaller than 36 point was some­what diffused, but its position onthe layout was clear and presentedno difficulty since the copy wasread aloud by the sender. Photo­stat enlargements could easily have

been made available if needed, andwould have helped.

On the first try, cramped quar­ters didn't allow for optimumframing of the, storyboards or film,but even such little experience serv­ed the senders well. By the secondtry the areas to be transmitted werealmost fully framed, and vastly im­proved transmission resulted eventhough available working space wasstill limited and equipment impro­vised.

The black-and-white transmissionof the animated color film was ex­cellent with all the gray scale valuesfar better defined than anticipated.

l. H. Meacham at his desk in Bell Telephonelaboratories, Holmdel, N.J., talks with andviews A. D. Hall on the experimental Picture·phone. Both engineers helped develop thevisual telephone system. Meacham is usingh~nds-free Speakerphone service, while Hall atMurray Hill laboratories uses the handset.

Herbert Hoover, then Secretary of Commerce, took part in the first public demonstration ofinter-city television broadcasting in 1927. Mr, Hoover, speaking in Washington, was seen on thescreens at Bell Telephone laboratories in New York. Others are (from I) Gen. J. J. Carty, vicepresident, American Telephone and Telegraph Company; A. E. Berry, president, the Chesapeakeand Potomac Telephone Companies, and Judge Stephen Davis, solicitor for Dept. of Commerce.

Chronology of videotelephone research19.?7 - The first public demon­stration in the United States ofthe transmission of television overtelephone facilities took. place atBell Telephone Laboratories, NewYork, between Walter S. Gifford,president of American 'I clcphoncand Telegraph Co.. and HerbertI loovcr, then secretary of com­merce. in Wavhington, D.C. At thattime Gifford's remarks included thefollow ing: "The principles under­lying tclcvi •..ion, which arc relatedto the principles involved in dee­r ricaI transmis•..inn of vpccch, haYebeen known for a long time: huttoday we 'hall demon•..trate it-, vuc­cc•.....ful achievement. The elaborate­ncvs of the equipment required hy

the very nature of the undertakingprecludes any present possibilityof television's being available inhomes and offices generally. Whatits practical use may be I shall leaveto your imagination. I am confi­dent. however. that in many waysand in duc time it wil I be foundto add substantially to human com­íort and happiness.

"It is our constant aim to furnishthis country with the most com­plete telephone service possible. Inconnection with that aim, we en­deavor to develop all forms of com­munication that might he supple­mental to the telephone. With thatin view, we shall continue our workon tclcv ision, which although not

directly a part of telephone com- B:1munication, is closely allied to it." La

Later Gifford added: "As it is Yenow, it is a giant mechanism that :,irtakes up nearly half a room . . . iraOf course. it will be a long time :olbcfore the ordinary telephone willbe provided with devices for tele- 19vision. A great deal of work must i:rbe done o~ them to make it prac- Potical to use them in our system. ~1

But we will some day-I have no í~~

doubt." :n:

1929-31 - A similar system, thefirst two-way television transmis­sion. was set up and operated he- l:i:tween the American Telephone and ;i,Telegraph Co. headquarters at 195 ¡;¡

38 SPONSOR

·íllll The one minute hlack-and-whitcfilm commercial received :1 trans­

l "I miwion quality equal to 1f not betterID,.- than that on the average home tv

set,

~rI All three-dimensional objects.such as the new packages shown in~e.,the experimental transmission-and

ir in spite of the fact that they were:1r not lighted a!'> they would haw beenw: for television tranvrnisxion-c-nppcar-

ed to haw the same dimensionalqualities as those treated profes­sionally for viewing on home tv re­ccivcrs.

While a number of other busincsvinterests have used Picture phone be-

e.1

'••

tween New York, Chic:1gn and\\'a,hington. it i-, expected that ad­vcrtiving men will blaze sorne newtrait, in exploring 11' use now thatthey arc aware of It. Some u-c-, towhich Picturcphonc ha, othcrwivcbeen put include interviewing jobnpplicunts and di-.pla) ing ircm-, inmerchandise lines.

The Bell Laboratoricx arc cagerto cooperate in the exploration ofpotential new uses for the instru­mcnt and system, and. as the ad­wrti-.ing fraternity prompts experi­ments to meet specialized needswithin their field. it is likely thatBell engineers will bl' encouraged

to f ind method, to hu rid in advcr-11..•mg-required c.rp.rbrlrucv-c-and 111

do vo at ccononuc lcvclv that v.illbcncfu the adrn.m.

·1h.11 Pic turcphonc e.in alr c.ulyserve to overcome certain crncr­!_!l'lll'le' on behalf of cornnrcrcr.ilhroadcavt udvcrn-cr-, '';" proven inthe S1•os'-0R-in-.11g.1tnl cvpcruucrnv·1hat more •.•ophi ••11c.1tl·d trc.urncntand projection equipment c.m c.1,il)be made available r.. obv iou- I ?1:revccrn-, to be 1iu I) one problem tha t

may face the )OUug and single ad­man, ª' one wit put it: "It Ill.I)

louse up the IP\l' life of some ofthi-, nation'< blind date brigade!" •

W•lter Gifford, president of Amerie1n Telephone •nd Telegr•ph, uw •nd spoke with HerbertHoover during the first public demonstr.iion of inter-city television 37 yurs •go. Mr. Giffordis shown H he ut in the Bell Telephone hbor•tories •uditorium in New York •nd viewed theim•ge of the future President on • sm•ll television screen. At right is the l•te Dr. Herbert E.Ives. Others (•lso decused) ue: E. P. Clifford, H. D. Arnold, E. 8. Cr•ft. F. 8_ Jewett.

Broadway and Bell TelephoneLaboratories at 463 West St., NewYork. This system was in operationfor two yea rs and included thetransmission of outdoor scenes.color tv and motion picture films.

1935-38 - A television-telephoneservice was operated by the GermanPost Office between vidcotclcphonccenters in four cities: Berlin. Lcip­sig, Nuremberg and Hamburg. Tomake a video call. the public madeappointments in advance to be atthe centers at pre-arranged times.Operators made the connectionsmanually with plug-in jacks. Thepicture sets were large. Signals weretransmitted over coaxial cables.

195~-6l - Several research sys­tems were built at Bell Labora­tories. including both narrow bandand high definition types. The lat­ter was used between two Bell Lablocations in New Jersey.

1955 - Kav Laboratories of SanDiego. Calif.. and Pacific Telephoneand Telegraph Co. (Ucll System)demonstrated a two-station video­telephone system over a distanceof one mi le.

1956-6~- Studies and experimentsat BTL were directed towardequipment suitable for \\ idcscalcservice. Before the end of last yearan autornaticallv S\\ itched cxpcri-

mental !->) <tern had been developedand h.''t" were ••tarted in 1964 be­tween two BTL location' 25 rnilc-,apart.

1963 - Rcport-, were receivedIrorn Italy aud Japan of slowvc.mvidcotclcphonc c xpcrimcnr-. Ru-viareported a public \ idcotclcphoncservice u••ing rcgula r tv networkIacilitic-, during non-bro.rdca-thours.

1963 - Pye Fclccomrnunic.uion-.Ltd., exhibited ;1 tele' i-ion tele­phone at the Bu-inc-« EfficiencyExhibition held in London. Theset included a 19-inch 'creen. aloudspeaker and a miniature tele­vision carncr.r. This wa-, u-ed w itha desk unit incorporating a loud­speaking telephone. L'p to 10 ex­tensions could be used in the ..., ,_tern.

196~ - Picturcphonc -crv icc ''demonstrated to the public at theNew York World'v Fair The f1Ntranscontinental v idcotclcphonc callwas made from the Fair to Di-ncy­land in Anaheim. Cahf., April 20.

196.i - \tr.;. Lyndon B. John-onin Washington make' Picturcphonccall to Elizabeth ·\ Wood. BellLaboratories scicnti-t. in Sc" Yorkon June 24 during ccrcmonic- in­troducing the current three-city 'er­\ ice. The follow ing day. the f 1Ncommercial Picturcphonc 'en ice inthe United State' ".is hegun be­tween Sc\\ York, \\ .r-h mgton andChicago.

September 28, 1964 39

'l

Clairol is a run-away leader innumber of tint products (27) andshare-of-market {nearly 60 per·cent), and practically any otherway you match the competition.The growth of the hair-coloringbusiness and the growth of Clairolue largely one and the same. CLAIROL

Hair tints look permanent:,

• For the manufacturers of hair­colori ng prod ucts the qucstion"Docs she or doesn't she" has beenanswered. There's no question nowthat a great many women do.

Manufacturers of all productscatering to the female whim shouldbe aware of how the hair-coloringindu ••try made its market.

It's no mere accident that growthof the tint buvincss has been impres­sive.• Only a SI O million industry inI 'J50.hair-coloring retail sales nowexceed s150 million.• Whereas a decade ago manyAmerican women considered haircoloring something of a stigma,three or four out of ten today usesome form of coloring product on aregular basis.

The future looks equally as irn­prcsvrvc:• ·1he market could cavity doublein the next two or three year'>. ac­cording to John Burnv, director ofne" productv, Alberto-Culver.• J lair cohiring. the higgcvt thingto hit the covmcticx imlu-trv in alnng tune. will eventually he used·'" conuuonly ;1-, lipstick. accordingtP \tcphL·n \b) h:1111.executive viceprc-ulcnt. I oiler (jppd-, Av-n.

40

"We have won acceptance": Richard Gelb,president and former ad manager of Clairol.

Advertising dollars have sky­rocketed along with sales. In 1962total major media investments inthe hair-coloring field amounted toS14 million. Last year the figurerose to an estimated $23.5 million.well over half of which went to tv,

Clairol. acknowledged to hold 50to 60 percent of the market. ha-. in­creased it'> ad budget four-fold-incc I 9MI alone - from $5 millionto 520 million. Like it-. parent com­pany. Br ivtol-Mycrv, Clairol makeshc;n \ use ni tv. About SI U million

of Clairol's ad money is channeled Errinto nighttime network tv, with ad- trJ'

ditional spendings in daytime net- ,:iswork and spot tv.

The largest single-product com- .1t

petition comes from Alberto-Cul- 1vcr's New Dawn. After only eight dmonths in national distribution. }'ti

New Dawn boasts a I O percent :-e

share-of-market. The product ac- ~ccptancc represents one of "Alber- ~:to-Culver's biggest success stories 'ª'of recent times." The advertisingformula: I 00 percent tv advertising(not surprising for an A-C product).

Although the bulk of "tint" ad­vertising dollars allocated to tv goesinto network, hair-coloring manu­facturers have not overlooked spottv. The first half of this year spottv revenue from hair coloring com- semcrcials amounted to $2.814,900.more than doubling last year's figure •1for the same period of S1.105.700.(Data abstracted from N.C. Rora-1•·baugh first-half spot tv reports ;¡

which group hair colorings. rinses .1

and hair-spray products togcthcr.) ~It is no accident that tv is captur­

ing a good piece of the industry'sadvertising pie. An important newinnovation in hair coloring productsis case-of-application - a s a I es

SPONSOR

---·-----

.,'7"!.., ,......:.e..:~ .Sh•mpoo? Guess •g•in. This l•dy is •ctu•llycoloring her hair , Sh•mpoo h•ir-colorings •recurrently flooding the muket. Helen• Ruben·stein cl•ims its Tintill•te wH first tint sh•mpoo.

vclopmcnt. 'ªY' Richard L. Gelb.prc-idcnt of Clairol. "Accept.mee,"Gelb cornrucntx. "is the mother ofinnovation. And we hav e won theacceptance of a grLl\\ ing number ofArncr ican women." ( "' uf Jan.I. 1965. Richard Gelb "ill ª"umethe poviiion of cvccuuvc \ ice prc-.i­dent, Brio.;tol-\l)er'. H1, )llllnfl'rbrother. Bruce Gelb. "ill becomethe ne\\ provident of Clairol.)

vcccpt.mce of h.ur color mg w.r-,

Once accepted as product for actresses and damsels

of 'pliable virtue,' hair coloring - promoted heavily via

tv - is now a highly respectable $150 million industry

,,.•..•...( l 1\1 HOI

no doubt aided h) hcav y prornotronin till' f iític-, l)\ Clairol, I inthair andRou\.

The ,¡at:e "ª' 'ct Ior r.ipnl l'\­

p.uivion in I lJ)() when ·11111hair.thena newcomer in lhc field. introduceda line pf product-. Ior home u-e'tn:,,ing -;aid) and ximphcity. SorneS-+ mill inn ".1, <pent in tele' ivionthe Iirvt year. The campaign Ic,r­turcd the Iarnou-, line: "Nature j,n·1alway' right hut l inth.ur i, ...

Clairol and Rou v, :ilrl·aJ) powcr-.in beauty ,;ilnrh [or m;111y)car-. 1111-prov ed their product-, ami bcg.m ní­Icr ing them Ior home u-e 111I LJ) I

Dollar-, and product- a l o n e\\OUIJn't hav e been enough to makethe market. hü\\C\CL The advc ru-­ing had to be carefully dcvigncd ll'change the image of hair colormg"Our appeal h:1J to be natur.ilnc-,-.<urroundcd b~ an aura of t:rc.1t re­'Pú't,1bilit) :· '·•), \h,, Pl'I~ i..rr"In .ulduion we h.nl Ill develop .1 re­t.ul market in dru~ <tor e- .ind 1•.'lh­rnct ic counter- \\ 1th1lUI .llil·n.11111!!the profc-vion.il h.urdrc--cr ..

S;1id one e I .I Ir ll I cornpctuor"Clairol", :1lhCrt1'111g'tr.1tq!~ madeh.iir ClllPr111gper 'l' more p.il.u.rblcIll \\llllll'll ..

In l ll :' :'. "hen F111.uc C'Pn1..· s:

on Iv

point that can be effectively demon­stratcd on tv. This convidcratiouhas secured rnanv an udvcrtivina. ~dollar for tv that formerly went toprint.

The increased ca-e-of-applicationand thc growing amount' of moneyspent in advertising and promotionare considered primary rea...on' forthe upvurgc in hair calming ...alc-.But per hap- the most importantreason is a change in female think­mg.

:\ new ...ocial climate ha-, madelong-frowned-upon tinted h.rir ac­ceptable - c\·cn Iavhionablc. Inthe early fifties there wa-, very littlehair coloring to ...peak of and veryfew spoke of it. "Hair coloring hadabout the same social statu-, as cig­arcts and lipstick before the FiN\\'orlJ \\'ar." -;ays Shirley Pol) knff.copy supervisor on Clairol at Foote,Cone & Bcld ing. "The women "housed hair coloring were actrc-xcs.members of cale society. a ÍC\\ bravecareer girl" and a select group gen­erally know n ª' Ia-t women." \Ii"Pol) koff points out.

Today, w ith hair coloring asxuru­ing more and more -t.uus ª' a "ba­sic co-rnctic." 196-+ should lead toa new invcntivcncs-, in product de-

September 28, 1964

Belding took over the Clairol ac­count. a theme was developed that''ª" reassuring and gentle in tone:111dpromoted the total hair coloringindustry (not offending the profes­sional hairdresser): "Docs she ordoesn't she? Only her hairdresserknows for sure."

The "Docs she" theme. originat­ed by Miss Polykoff , is still the'tapie of much Clairol advertising,including one of the company's mostrecent commercials for Miss Clairolreferred to as "baby talk beach." (Itis interesting to note that when the..Docs she" theme was submitted toLife magazine in 1955 with a 10-page color contract - then repre­senting Clairol's total advertisingbudget - it was turned down forbeing suggcstivc.)

No longer considered suggestive- of anything but tinted hair -there is no doubt that the slogansfor many of Clairol's tint productshaw been shrewdly designed toprovoke feminine response. Besidesthe "Docs she" theme (Miss Clairol),questions include "ls it true blondeshave more fun?" (Lady Clairol).··1f ale that gray? Wash it away"(Loving Care), and "If you want to.why not" (Miss Clairol copy forNegro market). most of which havebeen on television.

Most of Clairol's commercialsfeature the end-result of applyinghair-coloring: competitors o f te nshov, how easy it is to use.

Clairol first started using tele­vision in 1955 in limited markets,commencing with network televisionI Love Lucy in 1957. The com­pany now utilizes daytime and night­time network. as well as daytimeand nighttime spot, according toFrank Mayers, management repre­sentative. FC& B.

Nighttime buys on network arcmade in one of two ways. Sorne­tirnc-, Clairol "buys-in" on Bristol­vlycr-, corporate purchases (Ca11-dicl Camera). The company alsopurchasc-, time on it-, own. indcpcn­dent of Bri-.tol-\1ycr-; sponsorshipU'crrv 1\faw11 and l'asswordv,Muchof Bri,tol-\1)l'r'-; corporate buysarc on CB~. Clairol ha" al-,o boughtinto /\BC. however. Next vcar( 'lairol will he a major spon'<;r ofl'<'.\"11111 l'lac«, a twice a week"nighttime -oapcr." and a h.ilf-vpon­vor of l: armer'» Duuulncr on ¡\BC

Clairol huy-, arc made on the ad­vice of - or \\ ith the convent of

42

HAIR-COLORING EXPENDITURES IN SPOT TVFIRST HALF 1963 AND 1964

Company and Product

Alberto-CulverNew DawnTresemme

American CyenamidBreck Stroke and Color

Bristol-MyersClairol Hair so NewSparkling ColorCome Alive hair tintLady ClairolMiss ClairolSilk & SilverLoving Care

Helene CurtisBright IdeaColor Essence

GilletteCasual hair coloring

Lehn & FinkNoreen hair-coloring rinse

Helena RubensteinHair ColoringTintillate

Shulton IndustriesTechnique Color Tone

Warner-LambertColor FoamHudnut Creme RinseLight & BrightPolycolor

Total

1963 (1st half) 1964 (1st half)

$142,800$944,900

25,900

5,500

51,100307,400

85,70077,30025,20056,800

341,80021,30016,900

280,800..............

219,000

3,500

190,100352,300

.......

48,400f12,600

14,600

~

114,700

$2,831,800

18,000157,400

43,40015,800

54,400

85,300

205,200

15,700

3,700

$1,105,700

Source: Abstractions from N. C. Rorabaugh Report for hair colorings, spray, rinsefor first half 1963 and 1964.

its ad agencies. Foote. Cone & Beld­ing and Doyle Dane Bernbach.

Unlike most other cosmetic com­panies. Clairol has had a strong andlasting relationship with its agencies.It has been with FC&B, the com­pany's major agency. since 1955and with DDB since 1960.

"It seems to me that companiesthat arc constantly switching agen­cies arc searching for some outsidepanacea and arc ref using to try andsolve their own problems." saysRichard Gelb. who was Clairol's ad­vcrtising manager before becomingpresident. "We don't believe in thatsort of thing."

Clairol was started hy LawrenceGelb (father of Richard and BruceGelb) in 1931. A chemist, the sen­ior Gelb observed that most hairdyes left the hair lifeless. so he intro­duced a French preparation thatseemedto do a better job. The com­pany'« growth was so extensive thatwhen it ''ª' sold to B-M. in 1959.it brought a price of $22.5 million.

Now Clairol produces by far thelargc-: number of tint products (27)and captures the largest share-of-

market. Product entries cover all _)De

Sek~

areas: permanent tints. semi-perma­nent hair lotions. temporary rinses.hair lighteners. high-fashion blonde~ - Mtoners, colors to glorify gray hair. , ,

Such success has enabled Clairol ~·to expand into other product areas: ~(women's shaving cream. hair spray ..

._ J ]l'

shampoo and some further areas in :·the cosmetic field.

Competition in h a i r coloring :en!- 'º'comes from about 20 other com- ·n.

parries. Roux. one of the early pio- ~inccrs, has a number of tint prod- 1.1.,

ucts and sho uId be listed as a strong ]e.- ·et'

contender along with Revlon. ""- -~Helena Rubenstein and Shulton In- ··ierr

dustrics, Lesser competition comesfrom Toni .. Lanolin Plus. \Var~er- Ju¡Lambert, Gillette and Lehn & Fink, ·

Jevamong others.

Alberto-Culver. with two entries .n're- New Dawn and Trcscrnmc - is 'hup and coming. Advertising for -~Trcscrnmc, totally in tv, "has been 1

considcrablv slackened because of ..ih

I bi - I b 1. d N D " :net ic ig tv pus 1 e un cw awn. ,says a spokesman at Compton (Chi- ~cago). aucncv for New Dawn.

(Tintl;air. - mentioned earlier as ~·.n,

SPONSOR -~,

Even commercials made this year for

Clairol highlight famous slogan "Does she

or doesn't she?" in use for nearly a decade

one of the first to enter the hair-tintfield. lost its hold on the market inthe mid-fifties because of chemicaltrouble - professional hairdressersspread the hase rumor that the prod­uct would turn hair green - and anITC investigation into its advertís­ing.)

The exact position of companiescompeting in the tint field is notonly complicated by the question ofwhether you're talking products orsales, but by two different ways ofmeasuring sales- beauty shop orretail - and three different ways toclassify products - permanent.semi-permanent and temporary.

Once more. the hair-coloring in­dustry is hot: new companies andnew products arc constantly mm ingin and out of the competition. :-\cwareas of expansion will prov idc fur­thcr chaotic competition.

Hair-coloring shampoos are thelatest innovation. Among the en­tries: Richard Hudnut Foam Sparkleand Dullarry Color Foam (Warner­Lambert ), Tiruillatc (Helena Ruben­stein), \\'ash'n Tint (Lanolin Plus)and New Dawn (Alberto-Culver).

September 28, 1964

Shampoos represent a new stepin case-of-application. Previous tothe introduction of \liss Clairol'sColor Bath in the early fifties. haircoloring was a two-step process -pre-lightening and then tinting. Nowone can shampoo as well as tint hairin the same process. Bright Ideahair coloring (Helene Curtis) alsodoubles as a setting lotion.

Indicating even greater growth inthe future. the tint manufacturersarc seriously studying two new mar­kct-, - the male market and theNegro market. Clairol has been re­searching both ureas.

Contrary to some beauty productswhich have either reached or passedtheir <ales peaks (home pcrmancru-,for cxamplc). hair coloring i" con­sidcrcd an arca offering exception­:11 expansion povsibiliticv. ;\l;1ny s.1yhair coloring rcprc-cnts the largestunderdeveloped potential in the co-­mctics indu-try today. If the indu-­try continue" to grow at it-, presentastouuding rate and over h.rlf theadvertising monic-, continue to t:º totclcvi:..ion. hair coloring- will be­come a vital dollar force in tv, •

Tint rncrr k et

facts

and figures*

• Of 1he csnmorc d S150 mil­lion tolol volume, beauty shopsoles ore pieced al S60 mil·lion; home opphco non, S92million.

• 58 percent of the $92 mil·lion spent on coloring oqent swos for tinls ond dyes, 36 percent for color rinses, 7 percentfor color shampoos.

• Nearly four out of 1O women(38 percent) inlcrviewed in1963 Breck Survey reportedusing hair-coloring ogenls.

• The 35 to 54 age groupforms rhe core of the coloringmorket-45 percent.

• Older women (55 and over)favor temporary coloring, whilewomen under 55 use semi·permanent or permanent col­oring. Bleach ond lightenerfind their greolest oppeol inthe under-35 group.

• Income increases o woman'suse of heir-coloring agents.Consumption rises steadily withincome from 29 percent usageamong the under-$5000 groupto 47 percent among the$8000-ond-over group.

• Beauty shop vs. home usagevaries with o women's employ·ment status: 63 percent of full.time housewives apply coloringot home, compared to 49 per·cent of the full-lime workers.

• Women who apply coloringot home ore more brand-con­scious than women who hovecoloring applied in o beautyshop.

• Younger women with higherincomes tend to spend moreper color treatment. There is owide variation in price perlreotmenl, wij h beo ory shopcoloring cosls averaging S4.44,compared to S1.76 per homeopplicotion. Considerably more(SS ond up) is spent by oneout of five women.

• Of the $23 million spent inodverlising in mejor medio in1963. 50.3 percent wos forpermonenl coloring, 39.7 semi­permonenl, 1O percent tern­porory.

Creative switch: storyboards

sire nelN products

DCSS finds an excellent way to conceive,

mold and present new-product concepts for

clients is through the use of tv storyboards

• What's the best way to intro­ducc a new product to a client?··B) using tv storyboards," saysHoward S. Foley, vice presidentand copy director of Doherty, Clif­ford. Steers & Shcnlicld.

For several months now DCSSha'> been using tv storyboards, notonly to create new commercials.hut to present new product ideas.lhc approach was developed last'Pring when the creative depart­mcnt decided to name and displayproducts-to-be. rather than justtal] .. about them. In the ensuingmonth' the idea has uraduallv be-~ .come an unofficial agency policy.

"Two problems arise automatical­ly \\ ith the bulk of new productconcepts." Foley explains, "Oneiv: how to evaluate the concepts he­fore prc-cntution to the client: the-ccond: how to present these con­ccpt-. We think we have a good so­lution to both problems in the useof I\ <toryboardv."

Foley gin:' -cvcrul rcuxonv.t\t thi-, -,¡age of t Y's development.

the <toryboard i-, probably a morecommonly used and more easilyunder-rood form of co.nmunicutionbetween agcnC) and client than eventhe conference rL'P<Ht.he ';'Y'·

1111: -,1<1r)hook :rl..•o Iorcc-, 1111.·crc.rtor-, to er) ....tullizc idc.r-, more'h:rrply than povitioning board, andcop) pl.ufurm-, do. "You're forced!11 do ) our homcw ork." "ªY' the

44

,,,

:n

,.,,

.¡

•W

"The storyboard forces you to give the product a name and a package," saysFoley, vice president·copy director at Doherty, Cl;fford, Steers & Shenfield.

SPONSOR

copy director. "You mu-t find solu­tion-, if you use a storv board. Youcan't just pose loose ideas and sayyou'll wor], them out later. Where­:1s :1 written description can bevague. there can he no such thingwith a story board.

"The storyboard also Iorcc-, youto give the product a num,..' and apackage .. There i-. no better time todo thi-, than when the selling strat­cgy is being work ed out ." accordingto Foley.."Product names and pack­aging ideas that occur at this timealmost inevitably help to dramatizethe selling premise and move italong ..

"By choosing the name. packageand commercial idea :11 the sametime. you don't lock your-elf into acorner by choosing one that is notcompatible with the other. For 1.'\­ample. you might name a deodorant'Silent Partner' and then decide ona campaign with spring f'lowcr-, andfresh air. You might realize thenthat a name like 'Breath of Spring'would '' ork better '' ith the :1th er­ti-ing idea .."

Of additional benefit i-. the inclu­sion of the copywr itcr-. the art di­rector and the tv producer duringthe early stagc-, of development.Foley points out. Usually just theaccount men and the copywriter

j:I \\'OU~d discuss the idea i?.. the .con­

ccpuon st:1ge-;, he -.:1ys.. · Fhc ideas: of these others arc vital. In new

~a September 28, 196'4

product thinking. there ¡, no suchthing ª' bringing too rnanv brainsto bear."

Another benefit accrue- from theposvibility of "spin-off-.."' say-.Foley. "While you arc working outone good concept. you often hit onanother. Usually our copy groupswork by exploring product cate­gorics, At times we have started out'' ith three or four conccpt-, in mindand \\OUnJ up with tw ice that manystoryboards. ~bny of the new con­cepts that developed were betterthan the originalv, Suppose. for e v­ample. you were working on vit.i­min tonic idca-." he 'ªY'· "Youmight start out '' ith a form thatcould become a part of every meal<o the user would take it regularly:then you might decide to add a non­caloric bulk producer to help theuser control hi' weight."

Last and most important, DCSShas found that the u-,c of tv <to-v­hoards to present new product-, ha...been :1 real -.cí\ ice to cli1.·111.... "I he-.wry board ... gi\ e the client a t.mg i­bk fed for the prnplh1.'d productand how it may he -old. ~othingelse short of the actual product andthe finivhcd commercial could JPthe same. Clicnt-, look at :1 newproduct fir-t, then a thought-out-e lling nk a to go \\ ith it. ~.Jturallythey can reject either Pr both, hutthe two •...hould be pre ...1.·1111.·d:i... .1package."

Wor~ong out Uoryboud forDCSS now·produ<t p•e•onl•loonue ll·r) Ju~ Roche, voce preu·don! •nd copy •uperv••O• JerryJuob1, Iv producloon he•d. H.IGorhudt, e••cul1ve Iv ul dore('tor Howud Foley copy he•d

Clicnt-, \\h11 have been expo-ed 111the new method of product pre­<cnt.uion - Bri-.tol-\lya-., GroveLnhorator ic ... and Quinton - -.1.·1.·mhappy \\ ith the idea. Foky -..1y'·"The-e clic nt- h:I\ 1.' u-ualiy gottena \\ r ittcn outline and m;1~be a printad and <orne cupy. But <incc ouragency doc-, 75 percent of it-. bill­ing in broadc.ivt it seemed l11gic:tlto ...how t\ -.!l,ry board v. Our clicnt-,under ...rand them. \\'e probablywouldn't u-e <toryhoard ...for chcnt-,who don't u-e tv unlc--, w c were

recommending air 1111.·dia."Since the fir-t of the ye.tr DC~I.)

has submitted to it-, client' morethan 120 new product conceptv,

rangmg from automobile model- toíuxntivcv. Thi.' idea- come Irom-.e\era! time' ª' m.m~ dr-c.rrdcdidcav. "The product concept- weprevent an: -ouud kg:illy .ind mcdi­c11ly. a-, we ll ;i-. potcntr.rlly rn.irk ct­able." 'ªY' Foley "I never C1.'.IX' tob1.·awed at" h.it a \,1ri1.·ty pf k now í-

1.·d~ccomc-, together 111an .1J,cr11'­in~ :1f1.'ncy. C )111.·of our copv -upcr­' i-.or' know-, more about medicalIorrnul.uion- th.111m;111\ d1ll.'h>r'and -.111.·.'nu ire pr .tcue.1l. l'Ill <u reit', the -.uuc w nh m.111~.1~1..·n•..·11.''

"It rn.ikc-, ~ll1xl -cn-c h> or ig m.ucproduct- Ill an ad .1~1.·n\.·,.. ind wethink it make ... -cn--c to w or], themout on t\ -.tPrybo.rrd- .rt the 'i:rybc;mnin~. It help ... t.1kc out the\\ rmklcv." ,,J\' FPk\ •

Gaines makes a gain to land in top spot in latest

ARB poll of commercials most popular with viewers

IBest-liked commercial ride• Commercials arc literally goingto the dogs, when it comes to theirpopularity with tv audiences.

So ARB analysts discoveredwhen they completed their recentperiodic analysis of the researchfirm's national tv diaries in which

about half of the families in thepanel voted for their favorite tvcommercials among those seen dur­ing the survey week.

Winner: Gaines commercials forGravy Train, which moved upwardfrom seventh-place spot in the prev-

ious ARB checkup (see SPONSOR.May 4, p. 42). The voting didn'tproduce a Gaines landslide - thepercentage that voted Gaines com­mercials, primarily those for Grav) •:LTrain, was 9 percent - but it wasenough to land in top place.

Rank1.

2.3.

4.s.6.

7.

8.

ProductGaines

Gravy TrainDog FoodGainesburgers

Hamm's BeerKellogg's

Carn FlakesKellogg'sRice KrispiesCerealFrosted Flakes

Ajax CleanserJax BeerPurina

Dog ChawCat ShowChawPurina

General MillsCountry

Carn FlakesLucky CharmsCheeriosTrix

NabiscoOrea Coak iesFig Newtons

(8.6)(0.2)(0.2)

(2.0)( l .7)(0.5)(0.3)(0.3)

(2.5)(0.3)(0.2)(0.2)

(1.2)(1.0)(0.6)(0.2)

(1.5)( 1.0)

ARB's TOP 20 COMMERCIALS

Voting %9.0

Rank9.

10.

ProductChevrolet

Ivory SoapSnowSoap

Schlitz Beer

Cracker JackJell-OState Farm Insurance

Falstaff BeerMr. CleanPast Cereals

Cereals (0.8)Toasties (0.2)Crispy Critters (0.2)

FordFord (0.7)Mustang (0.3)

Caca-Cala

( l .O)(0.8)

Purolator Oil FilterLaura Scudder's Potato ChipsWeidemann's BeerVolkswagenSalemJolly Green Giant

Voting %2.2

1.8

1.7

1.31.31.3

1.21.21.2

6.54.8 11.

12.

1.0 ';0.l

15.

4.73.73.2

18.

3.0

2.5

:•\

1.01.01.01.01.01.01.0

'..

\,,,

46 SPONSO

B~ l>r • .l11h11I~. 'I h:t) er

\brl..d lfrpur", .\HB

,s,a Gravy TrainIn second and third position», re­

\'crsing their order from the prcv­ious lht uf winners, were Hurnm'sbeer - a perennial favorite in thecommercial popularit) derby, with6.5 percent of the re ....pon ....e - andKellogg's. \\ ith a third-ranking 4.8percent.

I Int on the heels of Kellogg. how­ever. wa-. a relative newcomer tothe commercial derby. With 4. 7 per­cent of the diary-keepers giving anod in ih direction, Ajax clean-ernarrowly mi-sed l) ing for third place'' ith Kellogg'«.

A regionally sold beer, Jax, which¡, marketed in the South and South­wc-: primarily, featured strongly inthe Iinding-, capturing 3. 7 percentof all the votes. This moved thebeer brand's commercials upwardfrom ninth to fifth place betweenthe current ARB report (whichmeasured the wed of ~lay 13-19)and the previous one. "' againstother products on the list with widernational di-tr ibution, the Jax scorei-, significant, since only a portionof the diary-keepers have the op­portunity to see the commercialsand to pick them as ;1 favorite.

In the accompanying brcak dow n,the same method i' used in report­ing the votes ª' appeared in the la-tan;rl)si v. Briefly, each product wascredited as to the dinry-kccpcr'<response. ~o attempt was made to-ccond-gucs ....the rc-pondcnt. When­ever it wa....necessary, :1 breakdownwas made hy product under eachcompany \ name. The sum of thesebreakdowns in each case equal- the

Cf!

in

¡:it Sl!ptl!mbl!r 28, I 964

voung percentage for that Climpan)\\ hich appear' at the right.

A good example of this inv olvc-,the company occupy ing <ix th p•.hi­t ion in the xtudv. A total of 3.2 per­cent of the rcvpondcnt- mentionedPurina product-. 2.5 percent nam­ing Purina dog chow, O.J percentnaming Purina cat chow, 0.2 per­cent gcncralivin]; with Purina chow,and 0.2 percent Sa) ing only Purina.

Since eight different products ticJfor I Sth place, it '' ª' ncce,sar) toextend the tnp-20 li-.t to 25.

Ihis was the \\ ª) the breakdownlooked in relation to product type:

ProductClassif icenon

BeerSo-rps and cleansersAutomobilesCerealsDog foodSnacksDessertsInsuranceSoft droriksAutomotive componentsC1gare1sCanned vegetables

Number appearingin top 20

5333222IIllI

Again. it ,110ulJ he pointed ()U!that the results <how n here arc intcrrn-, of respondents 111..t'.\ only.It ¡, not 111e;1ntto ímpl) that thesecommercials arc doing a more cf­Icctivc 'citing job than other corn­rncrcials not appearing on the li-t.I Iowcv cr. such a periodic c x.imina­tion of the diaries Jl,es give thevar int" ad\ crf ..•ing agencie- han­dling the-e account- a certainamount of vati-Iaction to !..nn\\ thattheir crc.uivcnc-,-, is "p;1) ing off'at k.ht 111the urc.r of audience ac­ccpt.incc. •

Oriental radio

scores rn

Occidental

Chicago

• '"\1111.1,an !..1111-h.111-\\,1· 1J.1p.111l·x·for ··c;1)od evening. l"\l"r)1111c"'1 ''an unl1~d) or11.:n111g[or •• r;1d111<how Ill the O\l"í\\hdn11n,t:I) ()(l'l­dental .111d ..•t.runchly vlulwcvtcruCl!) of ( 'lucago.

But c.ich Suud.t) night, the l'\­

one 'ounJ, uf J;1p;111 arc 11111).1<witch ;I\\·•) \ i.1 the \11J..11r11l l cnuon the \\ indy Cit)\ \\'XR 1-l·~t( Iorrucr ly \\ ~ B( '-I·~ t ) .

·1 he more than 15.000 J.1p.11H.''c­Arucr ic.m populauon (if ( 'h1c.1g11111.1)nut he the huge nurnhcrv that\\ hct the appctitc-, of n.1t1011JI 'pon­-or-, hut the ..•t.uion rcport-, th.u'e' eral \\'e,¡ Co.r-t firm,-.mJ l.'\ enone company in Japan-e-have in­quired about the P..)"1hilll) of ad­vcrti-ing on the hour-long program.

Additionally. out-idc ( 'hic.igo.\<1/..11ra l l our ha' attracted attcnuonin a Iivc-vt.uc arc.i. .111J111.111)letter'have been received from non-Jap.r­ne-e who arc regular Ii, tener ..•.

I he <how fcaturc-, recorded cl.iv­-ical Japanc-,c rnu-ic played on an­cient, tradition.il in-trumcnt- .• ind ''ho-tcd hv Z.1i,hin vluku-hun.r. \11:11ive of Ja p.111. ~tu!.. u,111111.1" .mcm pin) l'l' of the Rcv crc-Vv ollcn-,« l.Div. of vlinncvora ~tining. ,\: vl.mu­Iacturing During the vhow , he of­ten u-c-, hi' íir m. 1-1600 !Jf'' rl'­corder for intcrv ÍC\\' .md rnu-ic.ilprogr.mung. ·¡he recorded rnuvrcaired 1111the 'him i, ll\X.hlnn.tll)enriched '' ith addinon.rl d.1"1l-.tlJup.mc-,cmu-ical -clccuon-, t.ipcd 111.td\ .mcc and featuring 'j,iting orChicago-arc.r aru-t- u'mg .iuthcnncOricnt.il in-trumcnt-.

Ihe -tauon hchcv l'' th.it ll i-, thefir'! rJdto f.1cilit\ c.i-t of the \lh­,,,,ippi to hro.idca-t .1 Lip.me-e­l.1ngu.1gl' prugr.rm Poinunr 111 thepllpul.1rit) of the '\,d11r,1 ll1111r

\\X R1 -1· \ r- gl'na.tl m 111.1~cr.l.oui- B I cc, ,1,1tl'' · "We feel 1111,dignified .111d\ .iricd rn1p.1111 írll-, .1

need 111the commuruty ·· •

• Contests can work wonders fora radio station.

A good case in point is the Wil­liam Penn Broadcasting Co. 's\VPEN Philadelphia, which "stum­bled" onto a contest idea that turnedout to be a major winner - notonly for this station but potentiallyfor others, too.

"Stumbled" isn't exactly theword. for the contest was carefullyand thoughtfully developed overan eight-year period by Erwin Ros­ner. crackerjack general sales man­ager of \VPEN.

His contest is simplicity itself.It revolves around a calendar -literally a calendar to hang on thewall - that is distributed to\VPEN's audience. Each calendarJ<., numbered and its owner registersthe number with the station. Fivewinning numbers arc drawn at ran­dom every day. and the numbersonly (no names) arc announced onthe air. ·1 he winner collects hi"part of the SI 00.000 in pr izc-, givenaway throughout the year merelyhy telephoning the station. Easy ª"a breeze.

The complexity (and ingenuity)

4C

'·

Lucky

Calendar

A Philadelphia radio station,feeling there's no time

like this year for makingnext year's time sales,

stirs up both advertisersand audience with a year­

long contest based onlucky calendar numbers

of the idea occurs in the way thatevery aspect of the contest has beeninterlaced to get maximum advertis­ing pull - and commercial mean­ing.

For example, winners have tohear their numbers announced andtelephone within the half hour inorder to collect - the clement thatmakes \VPEN listeners sharp-caredand the commercials highly produc­tive.

The real meat. however, ís at­tached to the contest's advertisingstructure. It has four major parts:

(I) Just 30 sponsors a year arcpermitted to participate. and theyarc required to participate all yearlong. Each is assigned a specificday each month as his special day.His corporate name is actuallyprinted on the calendar for thatdate. And that date becomes a focalpoint for announcements about hisfirm.

Listeners arc told. for example.that "today is so-and-so's day onthe Lucky Calendar Sweepstakes.Stay tuned for our next winning11u111her."Then, while the audienceis at its responsive best. leaning Ior-:

Ger191

Op1kftpre!

ward to learn the winner. the com- Fltmcrcial is presented. It's obvious mthat such a commercial climate' tiocould hardly be improved upon. or

(2) Moreover, five such commer- racíals for the advertiser's special meCalendar Day will. for the firsttime in 1965, be free. That gives. toparticipating advertisers a total of 0¡60 costless spots throughout the 101year, each one set ín a spectacular 1~framework. (In previous years. each ticsponsor was required to buy five ~ricommercials on his special Calcnd- t

ar Day. but that didn't always jibe ¡01

with his over-all marketing nccds.) pa(3) Each sponsor also gets a free P'

ad in the calendar. It amounts to a pri2 V2- by 4-inch display opposite. 1~say. the month of September. (Thepage is shared by a couple of other \\'such ads. plus station prornotion.) ¡xiSmall as such ads may seem. the m.proof of this particular pudding is 10that most WPEN calendars arc iiactually put to use. often near the ,nradio as a kcv to daily drawings. ,

"" ._ .•\í

The ads also allow each spon- m·sor to schedule his insert so that it ''

. .I .I I I ' 1131comen cs w111 a mont 1 t rat s cspcc- JI

ially favorable to his grosses. King :e,

SPONSOR-1ei

Gene Tani (suted, right), pres:dent of Cox & hn1, Philadelphia o1d•gency, signs first 1965 Lucky Co1lendar contract on beho11fof FiresºdeOpen Horth Resto1urant. Wo1tching are WPEN sto1tion executives (fromleft): genero1I oles manager Erwin Rosner (seated); William H. Sylk,president, Willio1m Penn Broadco1sting, genero1l manager Murr•y Arnold.

r,

Fluff fabric softener. for example.arranged theirs to accompany Na­tional Baby Month, while soft drinkor ice cream manufacturer •.. usuallypair their ads with hot-weathermonths.

t-l) There's still further advantageto sponsors. probably the greatestof them all - the opportunity ofcouponing Ludy Calendar families.Twenty-two of the 29 calendar par­ticipants thi-, year latched onto thi •..promotion device.

Each annual calendar containsfour pages of coupons (six to apage) that typically offer I O to 20percent off the rncrchandi-,c beingpromoted. whether house paint orchildren's shoes.

William H. S)I!.... prcvidcnt nf\\'illiam Penn Hro.rdcavting Co .. re­ports: "A large. national. direct­mail org.mizatíon estimares that it'dcost an advertiser a minimum ofS 16.000 (cxcluxivc of all printingand production covt •..1 to join otheradvcrtiscr-, in a coopcrutiv e cnupnn­mailing scheme that reached 1111..·same number of Philadelphia hornc­as the Lucky Calendar couponsreach."

Septem!:er 28, 1~64

WPEN persono1lity Lury Brown (left) o1nd genero1I mo1no1gorMurrayArnold (•t door) introduce the Trolli family to the S10,000 prizehome th•t they won through the sto1tion's Luc~y Co1lend.u ccntest

And the coupons pull:• More than I00 coupon •.. were

redeemed during a pre-Ea •..ter weekto take advantage of :1 I O percentdiscount offered by Shapiro's Shoes.

• P;1ga110\ re•..tauraut offeredcoup. lit chaucc-, Oil a free u innerfor two ($5 maximum). \\ ith draw­ings conducted wcck ly. :\ total ofI 6.2-l6 calendar holders enteredthe I lJ6J drawings. :\ "Iar greater"rc-ponsc thi-, ycur delivered ª"lllall) entrants during the íirvt <ixmonth-, alone.

• I-ircxidc Open I lcarth Rcvtaur­a111. described as a "di-tnnt suhur­han rcvtauraut." had such a re-pon-eto it •.. 20 percent-off cnuprnh th:uearly thi-, year th1..') rc-crvcd a -.potin the 1965 calcud,ir.

• Ihe General Ba!...ing Co. Pf­Icrcd a coupon worth five cents onthe price of it-. cinnamon "" irl cof­fee c.ik cv. wa-, vtil] cavhiug them inthree months later and "'Id sorne15.-lh-l coffee cakes ;i-.. a direct re­-ult of the one promotion,

• lhc Ridgl.'\\;1) Store. discountrctailcrv of women'< clothinc. rc.rl­i11..·dan extra S 16.000 in bu-inc-,-,in their l\\n -Iowcvt month- (J.111u-

:1ry and lchruarj ) ª" the rcvult uf .1

':I) coupon.• Rcturn-, of King I luff en upon­

increased 1..'h'r) month. .iccordmg 111C.l1..·nrg1..·\\' all.rec. director of market­ing tor the ~l;ingl.'1-... I Icr.ild Co.:\ nd during I lJhJ-h~. 1111I) ~5 0.000calcudar-, were in circul.n rou.

\\'h;11 doc-, all tlu-, require of theLuci-.) Calcud.ir -..po11"11r.':\ firmcommitment fur SI :'.OIHI 111 aJ\ er-11-..ingon \\Pl:' fur the yc.rr Rcg11-l.rr rurc-, appl) (nu prcnuum >. ,111d-chcdulc- arc pl.iced .1ci:urd111g tnthe advcr u-cr« "uorru.il mcrchan­ui-..i11g pr:1ctll'.e-....

"\\l.· feel th.it \\'Pl·:-.· 1-.. pffa­ing ad\ cru-, •..·r, the opportunity 111reach \ irtu.111~ 1..'\l.'r) hu) mg homein our rn.irkct .md from -.e, cr.ildillcrcut duccuon-, for one b.r-rc.low c11,1:· '·')., gcna.11 111.111.1ga\lurr;1) Arnold

Of the ~lJ adv crri-cr- ih,u par­ucip.ucd in the nr1g111.I fl>r' ~ I ud~Calcnd.ir. I"' .1r1..·rcpc.ucr-, 111this~l.·.1r·-..prornouon

:-.:1111,n.11.rdvcru-cr-, rh.u h.rvcp.rrucipatcd nrclud,; < ·.1n.1d.1 I )n.

Cn\.".1CPl.1. Kent and '.:~\\ptlrt1..·ig.iret'. t.... ing I luff. St J11-..,:ph.1-..p-

,.

inn. Signing for the first time this\ear were B. C. RemL"J\ Co.. Royal. .desserts. Nestles chocolate.

Local advertisers haw includedAcme markets (Iood chain). AdamsRug Cleaning. General Baking Co..Butcu's Paints. C & C Ford dealers,Dr. Algasc (a dentist), Dick BaroneChevrolet, llorn & Hardart (rest­aurants). Ridgeway Clothes andShearer's Dairies.

For the station. the currentLucky Calendar has meant a pre­commitment (firmed during fall.I 9ú3) of some $350.000 for thisYL'ar. And nine or the 29 advertisershaw already spent more than the$12,000 required of calendar par­ticipants.

For 1965, bonuses have been in­creased to those previously citedand rates have been increased to$15.000. One Philadelphia agency.Cox and Tanz, which specializes inauto-dealer and restaurant accounts,purchased eight participations.

The station sales department,says its manager, Erwin Rosner(the calendar's inventor), "cannot besure that these advertisers wouldn'tspend the same amount on WPENwithout the calendar." But by mak­ing their budget commitments inthe fall of the preceding year. theyarc able to receive the added bcnc­lits the station off crs - theirnames on 12 daily calendar dates.their calendar display ads. the cou­porting system. 60 free spots a year.

\VPEN. which was recently se­leered in an Associated Press com­petition as providing Pennsylvania'sbcvt radio news operation. hasfound that its Lucky Calendar pro­vides "an excellent opportunity"for making new presentations to ad­vertisers and their agencies.

11" rep. AM Radio Sales Co ..indicates through a spokesman that..the concept of the calendar - eventhough its ba..ic ingredient is radiotime 'ªk" - lies beyond the norm­al range of tirucbuying activity."Con-cqucntly. initial contacts havefrequently been made at the accountlevel. cvpccially for the nationaludvcr tivcr s that have participated.

When l\lcCann-Erickson wasf irvt solicited for the Coca-Cobhuvinc vv, for example. AM Radioc..;;ik, Iirvt secured the approval ofthe account group. But before theImal 11kay wa-, given. \\'PEN al-,oh.ul to he eval uatcd hy l\ leCannmedia per ..•ouncl.

S'l

One of the subtler aspects of thecontest is that it snowballs, for it'spromoted - both by sponsors and\VPEN - every day of the year.

The station is becoming accus­tomed to letters that explain:"Frankly. l was not a steady lis­tener to WPE~ prior to the begin­ning of the Lucky Calendar Sweep-

Lucky Syndicators

Stations that bought the LuckyCalendar in syndication lastyear include WBAB Babylon,N.Y.; WKLZ Ka la ma zoo;WKRG Mobile; WMMI Colum­bus; WOMP Bellaire, Ohio,(and Wheeling, W. Va.), andWPBC Minneapolis.

stakes. But since it began and lsent in for my calendar, WPENhas been a way of life for me andmy family." This letter writermissed winning a 19-inch tv setwhen his number was first drawn- instead of listening, he waswatching the Phillies game on tv,he reported - but later won al3olex movie camera, presumablyafter he'd given up tv in favor ofradio.

Prizes off cred run an impressivegamut and include many majoritems from major manufacturers, asource of extra promotion in itself.Lesser awards stick to practicalities- watches, electric fans, deep fry­ers. for example. The upper limitsinclude the kinds of prizes thatdazzle a housewife's eyes and de­light her sense of possession - ma­jor kitchen appliances, mink stoics,a S1300 home organ or a radio-tv­phonograph "ente rtainmcnt center."

Every now and then a real nug­get is dangled - and claimed atonce: a jack pot combination madeup of a number of prizes or a tripfor two to London and Rome. Ma­jor give-away so far was a SI0.000house in a New Jersey develop­ment. (The winners, who'd earlierbought a lot in the same subdivisionª" their Iirst step towards somedaymoving there. were dclightcd.)

On a one-day special that off crcd$95 in cash e\'ery 15 minutes. 22winners wen: reached in just 66phone attempts - an impressiveone out of three! When a European

trip was offered, all four winners lTwere obtained in fewer than 15calls.

Generally, the station places fivephone calls a.day to potential win­ners. So far this year, such offers !Im¡have generally yielded a winner aday. An exact count for six recent Tmonths: February, 30 winners; l(lffi

March, 29; April, 33; May, 26; ~nlJune, 28; July, 24. wt

A random sample (based on 2500 cenlpieces of mail) indicates that \VPEN Im¡calendars are as widely used in the a~e<suburbs as in the city - and al- ·1most in proportion to the popula- hieltion. Listeners who sent in number 11,registrations reported their resi- statdences as follows: Philadelphia ~proper, 47.7 percent; Pennsylvania JD'

suburbs, 38.7 percent; New Jersey tRi

suburbs, 14.2 percent.And, a ~ignifica.nt measure of the a~e

contest s impact is the number of ·hecalendars in use. Originally, WPEN ~f.¡hoped to get about 250,000 into (circulation but this year realized a disttotal of more than 300,000. . :n,'

And requests for them contmue :O\

to come, averaging as many as 150 ;1to 200 a week as late in the calen- :esdar year as August. For the 1965 ~~promotion, WPEN is assuring ad­vertisers of a cool million circula­tion - in short, a calendar in vir­tually every buying home in themarket. (Printers arc alreadyamassing the 202 tons of paperstock that the order will require.)

The contest idea is copyrightedand went into syndication in 1963.

Sales manager Rosner, whostarted it all. looks forward to Jan.l when WPEN's Lucky CalendarSweepstakes will begin its thirdyear. its 732nd consecutive day. "Atthe start," Rosner says. "it didn'tfigure that we'd be going into asecond - let alone a third - year.The fact that we have is a realtestament to the power of radioand, we believe, to the loyalty ofour audience."

And, experts suggest. the one­million response anticipated for1965 may well prove to be thegreatest contest participation inPhiladelphia radio history. \VPENmay even be justified - althoughthe station certainly doesn't pro­pose it - in multiplying the millionparticipating listeners by a cool 365,for many of them will be playingthe give-away game every day ofthe year. •

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THE CHANGING SCENE

Imperial Sugar Promotion on Tv Is Sweet SuccessTcvav-bavcd l mpcrial Sugar ha'

-.0111l·thi11gtn \\ IHlPp about. Ba-.l·d·11011urc number llf cookbooks mailed

, IP tccu- who rcquc-tcd them. :1 re­cent one-third of the girl-. in Texas.1mpcrial tv prornotioual reachedagl'' vix to 12.

Tclcv i-ion wa-. the promotion n·­hiele. One-minute and I O-secondl\ spilt-. were used on 35 ll'k\ isionstations.

S1m1enewspaper- and promotionon the backs of sugar hags were alsou-ed.

Imperial is offering <l new teen­age cookbook. "Teens in the Kit­chcn." free upon request and proof­of-purcha-c.

Over the years till· company hasdistributed millions of copies ofmore than 25 different cookbookscovering all agl·s and most all phasesof cooking. One of the most suc­ccssful was "~I) First Cookbook."which was concentrated in Texas

and fringe are;1-. 11f four Southwc-t­crn -.tall'' wit hin I mpcrial'« ch-tri­bution arca.

For till' "tccna" promotion. nn\'-.­papa-. and announcements 011 thehacks of sug:1r hag' were u-ed, alongwit h tv,

According to the I 1J60 ccn-u­there were 7116.hO<i little girl-. age-.six to 12 counted in Tcxn-. Ba-.l·don the number of cookbook- 111:1ikdto T cxas houvcholdx, I rn P e r i a Ireached O\ er one-third of its poten­tial market.

The company's first printing pf150.000cookbook' \\ ª' mailed out\\ it hin the first four week s of t Ill·promotion's start. And during athree-day period when the -.upplywas exhausted. over I S.000 letterswere stacked up before the secondprinting of I00.000 could be de­livered.

The agency for I mpcrial is T racy­Locke,

a~~ ~-Thirty-four •gency time-buyers were the recent guests of WITN-TV on • trip to Morhud City,Atl•ntic Buch •nd Wuhington, N. C. Activities included • trip en the briny dHp •nd • tourof • tebacce refinery, Showing off their c•tch ue (from left) front row: G Eul Broom•,WITN-TV; Guy B. V•ughn, Jr., of J.mes S. Ayers Co., Inc. of Chulotte; Bill Edwuds ofBennett Advertising, Inc. of High Point; D•n Ruffo of Venud, Torbet •nd McConnell, Inc. ofChiugo; second row: T H. P•llerson, WITN-TV; Pete Petr•y of hth•m-l•ird, Inc of Chiugo,Bob Kelley of lennen •nd Newell, Inc. of New York; Mui•n M•nier of J W•lter Thompson Co.of Chiugo; hne Podester of Norm•n, Cr•ig •nd Kummel, Inc of New York; K•thryn Thulinof Foote, Cone •nd Belding, Inc., Chiugo, third row. Bob Guthrie of Ted B•tes •nd Co.,New York; Mike K•mmer•r of Compton Advertising, Inc. of New York, Ted Reinh•rd ofN•tion•I Bro•dcuting Co. of New York; Ed Noyes of Grey Advertising, Inc of New York

September 28, 1964

ABC Appoints Two'Daytime' Directors

I he appouumcnt-, of I'c rcr .\1111<."r.1-. direct.u 11f d.1)t1111l' prurr.1111development and I d\\111 I Vaneª' d1rl'l 111r uf d.1)tune prour.uuv,I ;"t C11.1-.1fnr till· AB< ll'k'\1-.11•11'l'l\\orl-. we re announced h) I d ..w.rrd Hlcicr, t\BC · \ rec prcvrdcnt 111( 'l11l·;1g11ni l\ d.1)111111:pr11p.11111111ngand valcv,

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Edwin T. V•n• Peter Miner

where he ha-, been m.magcr of d;t)­time programs vincc I 'J6 I. In Ifolly­wood, Charle- Harri-, i-, t\BC-·1 \'director of d:t) time progr.nu-, \\'e,tCoast.

~liner lcavc-, CBS \\ here he ha-,been ª"oci;1tl·d \\ ith the d.1) timedrama The G11idi11g l.i¡:/i¡ ;1-. a di­rector for the pa-t tw o ) car-. Ile re­placc-, Richard Dunn w ho ha-, joinedSchuur Productions. till· ABC pro­duction arm in Hollywood. ª' ex­ccutivc producer of till· three 1\BC­TV da) time programe. ! lit' }'011111:

Murrirds , which premiere- <kt 6:Grnera! I lospital and /)11.vi11Court.

The da) time tclcv ivion experienceboth of these men bring tn A BC­TV. alone. rnakc- them valuahlcaddit ion- to ABC d:l) time." Bleiersaid. "But the) al-.il bring a crc.itiv eand working undcrxranding of thefull scope of tclcv i-ion cntcrt.iin­mcnt. Thi- wealth of kno« kdg"· .mdability will. we believe. provide avaluable contribution to the furtherdevelopment and growth of d.I) timetele' i-ion at A Bc-·1 \' ...

South Carolina StationJoins CBS Radio Web

\\'FIG Rad11) Sumter. "C \\illjoin the CBS Radio :"\l'l\\nrk. cf­Icctivc \\ ith the opening of huvincv­Sunday. Oct. 2:'. IQ6~. It \\J' an­nounccd b) Willi.rm ·\ s..rhuch. Jr.vice provident. affiliate rcl.uions

The station t'JX'r,11\.'' on .1 Ire­qucncy of 121>0 kc w uh .1 full timerower of 1,000 watt'

51

'I HE CHANGI:NG SCENE

International LatexBuys Prime Programs

International Latex Corp. haspurchased sponsorship in nine NBC­TV prime-time programs for 1964-65. The announcement was madeby Don Durgin, vice president, Tele­vision Network Sales, NBC.

The programs arc 90 BristolCourt, The Ane/y Williams Show,/"he Jonathan Winters Show, Thatwas the Week That Was. The Vir­ginian. WedcsdayNight at the Mov­ies, The Jack Paar Program, K e11-

tuck» Jones and Saturday Night atthe Movies.

The order was placed throughTed Bates & Co.. Inc.

FM Permit GrantedTo Station WKJG

A permit to construct a new stereoFf\1 station has been awarded toWKJG, Inc., it was announced bythe Federal Communications Com­nussron.

John F. Dille. Jr., president ofWKJG. Inc., said that plans to

construct the new FM station-FortWayne's first stereo facility-willprogress under the direction of Hit:liard Gates, vice president and gen­eral manager of the WKJ G stations.

Gates said that the station willoperate on channel 247 on 97.3megacycles, at maximum allowablepower of 50 kilowatts from an an­tenna height of 500 feet above aver­age terrain. The FM antenna. hesaid, will be mounted on the WKJG­TV tower. Studios will be construct­ed in the present WKJG buildingat 2633 West State Boulevard, headded.

Gen. Mills AnnouncesQuarterly Earnings

General Mills, lnc., in the firstquarterly estimate of earnings everissued by the company, today an­nounced that net profits for thethree months ended August 31,1964, were approximately $4,671,-000, or 58 cents per share of com­mon stock. This compares with$4,013,000, or 49 cents a share,for the first quarter of last year.Sales totaled about $134,488,000,an increase of $5,720,000 overthe same quarter a year ago.

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CROSLEY BROADCASTING SPONSORS SEMINAR

The Crosley Broadcasting Corp. and its stations, WLW-TV-AM sponsored a p:>litical broadcastingseminH In Cincinnati •t the Oueen City Club Sept. 2 to advise political officials of Crosley'sobligations and restrictions in the scheduling of political announcements and programs underSec. 315 and the Fairness Doctine. Pictured left to right are J. J. (Steve) Crane, vice president•nd gener•I m•nager of WLW·AM; Edgu Holtz, Hogan & Hartson, Crosley's law representative inWuhington, D. C.; Ambrose Lindhorst, Republican Hamilton County executive committee chair·m•n; John T. Murphy, president of Crosley Bro•dcuting Corp.; Sidney Weil, Jr., Democratic Partyrepresenl•tive. and Walter E. Bartlett, vice president in charge of television and general managerof WLW-TV

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William H. Sylk (I), president of William PennBroadcasting Co., presents second annualcommercial award to Robert Pryor, promotiondirector of WCAU-TV, CBS, Philadelphia.The award-winning commercial utilized thevoice of Walter Cronkite to promote localnews personalities. There were 12 awardspresented by WPEN-AM-FM. The agency forWCAU-TV is W. S. Roberts, Inc.

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'65 Automobiles MakeCommercial Debut

Record newspaper and magazinespreads and a 5112-minute television"blockbuster" commercial on twonetwork shows are highlights ofChevrolet's advertising announce­ment program for the 1965cars andtrucks.

William R. Stacy, Chevrolet ad­vertising manager, described thecampaign as "the broadest scopenew model kickoff in company his­tory" which uses all major media indepth.

The 5 Vi-minute blockbuster willbe used on two Chevrolet televisionshows. One was on Bonanza Sept.27 and the other on Chevrolet's newMan from U.N.C.L.E. show onSept. 29, with the eight stars onChevrolet's three network tv showstaking part. The "blockbuster" willfollow the pattern of the idea intro­duced by Chevrolet two years agoand repeated last year in whichcommercial time allotment is savedfor the end of the show.

Radio support again will featurea widespread spot announcementcampaign during the period overmore than 400 stations in additionto the company's regular WeekendNell's over CBS and the daily News011 the Hour over NBC.

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inga role, Oklvmobilc'< new-cur a11-lllH111c1.·1m·11talhcrti-.ing ca111p:1ig11h1.·g:111Sept. 20 u-.i11g all majorhroudcu-t ;111dprint media.

Th1.· di\ i-.iun\ full line of 11u,5car-, \Wr1.· -.;hlm 11 to the public atOldsmobile dcalcrvlup- 1.·0;1-.1-to­coast Sept. 2-t.

In addition to 1111.·supplcmcnt-.the announcement campaign i11-volvc s the u-e of 111.'\\"PªP1.'í".maga-1i111.·-..radio. tclcv ivion, hu- pu-.11.·r-.;and outdoor n11.·-;-.ag1.·-..

The supplement :11111m111c1.·1111.·11tcampa ign wa-, eleveloped for Oldv­mohi le h\ ih national .ulvcrtiving:1g1.·ncy. D. P. Brother & Co .. Dl.'­troit, New York ami I.os Angclc-.

Broadway Musical StarsWith Supermarket Chain

2500 shoppers in National Tea.Chicago. supcrma rkcts wi II win freepairs of tickets to "A Funny ThingI Iappcucd on the \\':1y to The For­um" during its Clticago run.

t\s part of a large scale tic-in pro­motional effort by National. mnilcrswill flood Ihe Chicago land urca,Each week for I O wee ks. shopperswill have a ch:111c1.·to win pairs oftickets in each of Nutionnl's stores.Thi" phase of the promotion wasarranged by Snlcsbng PromotionsI ne.. Ardsley, N. Y.

Leon Henry, Jr.. who is respon­sible for the prngr:un. believes thatthis is the first time that :1hit Bro.id­way musical has received such ex­tensive prornot ion. In addition tothe mailings. "Forum" will be men­tioned in the break color ads, andregular newspaper ads. window pos­tcrs, radio and tv,

"Forum" is a road <how presenta­tion of Martin Tahsc Enterprises.NYC. As part of the tic-in. mentionwill he made of the National draw­ing in the "Forum" publicity.

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Full Stock OwnershipAcquired By Colodzin

Robert Colodzin announced thatas of August 17. 196-t he had ac­quired full stock ownership andcontrol of SIB Productions of NewYork from SIB Productions Inc. ofCalifornia.

Colodzin stressed that SIB Pro­ductions of New York would con­tinue to offer the same fncilitic- andcreative services :1, it has in the

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September 28, 1964

Tal<e a Closer Look . •

At FLINT-SAGINAW-BAY CITY

THE NATION'S 46TH MARKET.

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WNEM TV-5 Land-

FLINT- SAGINAW- BAY CITY IS ...

• 40th in Retail Soles• 32nd in Automotive Soles• 32nd in Furniture and Household Appliances• 38th in Food Soles

WNEM TV-5 hos been serving Flint-Saginaw-Boy City andall of Eastern Michigan for over 1O years with the top pro·gromming in the market.

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HANC'ING CENE

Bartell Named DirectorOf Humphrey Campaign

Gerald A. Bartell. chairman ofthe hoard of the Macfaddcn BartellCorp. ha" been appointed directorof Senator lluhcrt Humphrey's tele­' ivion and radio political campaign.} le will travel with the Democraticvice-presidential candidate through­out the pre-election period and willmaintain his office at the Democra­tic National Committee Headquar­ters in Washington, D.C.

Bartell, who currently directs amagazine and broadcasting com­munications company. is a past pro­fessor of radio and television cdu­cation at the University of \Viscon­•..in. He was a performer in radioand television dating back to 1938and has produced and appeared inmany television films.

In 1947, Bartell, in associationwith his brothers, founded BartellHroadca•..ting. now a division of theMacf'addcn Bartell Corp. The com­pany owns and operates radio sta­tions in New York, Milwaukee andSan Diego and two television sta­tions in the Netherlands, Antilles.

Freihofer CompanyLaunches Campaign

The William Frcihof er BakingCo. will launch an intensive tv spotand Sunday magazine carnpaiun thisfall for the introduction of the firm'sfirst entry into the frozen bakedgoods field in its 88-ycar history.

The campaign, beginning Sept.27, will feature frozen Italian andVienna bread - the first frozen pre­riven hearth baked bread' on themarket. They will he sold underthe Firvt Hour Fresh label of Frei­hofcr's created f rozcn food division,

The products will he introducedIirvt in grocery outlets in the tri­'tall' Philadelphia market with afull page four-color rotogravure adin the Pliiludelphiu l nquircr's Sun­day ruagazinc Sept. 27, an ad andIO-cent off coupon in till' FrozenFood Supplement of the Dclaw arcValky Frozen Food Av-ociation (tobe delivered \\ ith the Sunday /11-

quircr (kl. 4) and a IO-weeJ... :-pnttv campaign on three Philadelphia-t.uion v.

The print ads will appear underthe banner, "Suddenly, bread is ex­citing again!" The copy line result­ed from extensive consumer mar­ket research which indicated thatwomen had become bored withbread. The I O and 20-sccond tvspots fcatu re Ed Herlihy and carrythe same "bread is exciting again"theme.

The advertising and an accom­panying public relations programwas planned· by J. M. Korn & Sun,Inc., Philadelphia.

New Doll CampaignSet by Topper Toys

T oppcr Toys, division of DeLuxe Reading Corp., has begun a$400,000 advertising campaign ontheir new fall doll, "Baby Brite.""Baby Brite" will be seen on localspot television in 64 markets andon these network programs in 250markets: Alvin, Tennessee,Tuxedo,Mighty Mouse, Jetsons, My FriendFlicka, A 1111ieOakley, Casper, BugsR111111y,Hoppity Hooper, MagicLa11d of A llakazant, Porky Pig,Bullwinkle and the CBS Thanksgiv­ing Day parade.

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GILMORE BROADCASTING ADDS TWO STATIONS

"Baby Brite," a doll which moves AGher arms, turns her head and closesher eyes, comes complete with crib,tender and bathincttc.

Borden SchedulesCheese Campaign

Borden's annual cheese promo­tion, launched this month duringthe "back to school" period, willalso tic in with the National Octo­ber Cheese Festival and extendthrough the traditional home enter­taining and party seasons of No­vember and December.

Timed to coincide with the heavi­est cheese consumption period ofthe year, the drive is supported bynational magazine and television ad­vertising. Full-color ads, promotingvarious Borden cheese items, willappear in Life, Good Housekeeping,Better Ho111es& Gardens, Time andReader's Digest. In addition, Bor­den cheese will be featured in twoone-minute commercials on TireBaileys of Balboa, a new CBS-TVshow, as well as daytime shows onthe NBC and ABC television net­works. Young & Rubicam, Inc., pre­pared the ad campaign.

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Acquisition of KGUN·TV, Tucson, Ariz., and WEHT·TV, Evansville, Ind .• by GilmoreBroadcasting Corp., Kalamazoo, Mich., was finalized on August 31. Seated-Henry S.Hilberg, chairman of \\IEHT, Inc. Standing, left to right, D. T. Knight, vice·president,general manager (Joplin stations) and operations manager of Gilmore Broadcasting;James S. Gilmore, Jr., president of Gilmore Broadcasting Corp.; Edwin G. Richter, Jr.,president of WEHT, Inc., and N. Baird Mclain, executive vice·president of GilmoreBroadcasting.

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SPONSOR

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KOL R•dio SHttle h•s •ppointed Guild, Bu­com & Bonfigli, Inc. to guide its •dver­tising. The •ppointment wu •nnounced byBob Forwud, vice presidt!nt of SHttle Bro•d·<•sting Co. •nd bro•dc•st consuh•nt for theGoodson-Todm•n org•niution. Forward statedthe •ppointment becomes effective immedi­•tely, with H. L. "lefty" Stern supervisingthe •ccount for GB&B SHttle office, workingwith Herch Cuy, gener•I m•n•ger •nd D•veSmith, promotion director, respectivt!ly, forKOL.

AGENCY APPOINTMENT

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Kleenex Features New'Pick-a-Pet' Dispensers

Kimberly-Clark Corp. i-. offering 1

Kleenex tissues users the chance to"Pick-a-Pct .. in a ...pccial-valuc pre­mium promotion featuring threeplush animal dispensers-e-PlushPuppy. Ludy Lion and PeppyPoodle, mail ordered for a premium-cal ;111d S2.25. S2.75 and $3.00.

Ad-, crtising support for the Pid­a-Pct promotion includes 50 per-cent of the Kleenex ti ucs com-rncrcial-, on :'\BC' daytime tclcvi­'ion for four week' beginning Sept.I .J :111<.I50 percent of the Kleenexcommcrcia!-, on network -pot tele­vision in evening time for two weeks-;tarting Sept. 2S. The promotionalso will I~ featured in a black andwhite. half page :1J in the Sept. 25i--uc of Lite magazine.

Collateral support of the promo­tion includes "t.ikc one.. pad- instore locations. ad reprints and abounce-back offer for a Plu- Bunnydi-pen-er to fit Kleenex ti uc jun-ior-.

The cuddly di-pcn-cr-, .il-,o arcbeing featured on the bottoms ofall Kleenex boxc- and on pull-out-hcct-, in-erred in the boxes.

September 28, 1964

YEAR AFTER YEAR

A LEADERHit Central :'\L'W York's rich '.21 count.ies with e11111-mercials delivered hv \\'S YR-T\·-t/u /111dr r Í// t/11111ar/,·1t ]ft 111· 11ff1 r Ú111r. It's i m nortu nt to use thelcadirur station in :1 murket that has :

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WSVR-TV DOMINATES

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THE CHANGING bCENE

General Mills Tests'Wheat Stax' Cereal

General Mills' newest cereal."Wheat Stax." is now being testmarketed in the Cleveland-Youngs­tow n arca.

A disc-shaped toasted w h o I ewheat cereal that looks like smallfat honeycombs. Stax arc "flat tostuck better. flat to toast better. flatto taste better." said Roger S. Carl­son, Big G cereals marketing man­ager.

Tdevision and print advertisingsupport will soon follow the intro­duction. The package front showsthe product in a bowl with milk, anda small pile of Stax stacked likepoker chips on the left of the pack­age.

The advertising agency is Dancer,Fitzgerald, Sample.

Chunky Candy BuysEight A~C-TV Shows

Chunky Candy Corp. has doubledits television budget and boughtparticipations on eight ABC-TVshows, Jeff Jaffe, president an­nounced. The shows arc Trail­master, Missing Links, Discovery,A llakazam, flu/falo Bill, Jr., A nnieOakley, Casper and Beanie & Cicil.Chunky has been a sponsor of Dis­covery since its inception.

A new series of filmed commer­cials has been prepared throughChunky's advertising age n e y, J.Walter Thompson. Inc. for suchproducts as Bit-O-Peanut Butter,Bit-O-Honey, Old Nick. Kit Kat,

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PRODUCER-DIRECTOR ·TEAM ATTEND PREMIER

A switch on tv sponsor selling took place at the New York premiere of Joseph E. Levine's "AHouse Is Not A Home" at the Rivoli Theatre. Its producer-director team, Russell Rouse andClarence Greene, who will also produce Embassy Pictures' tv series "Steptoe and Son," soldtheir first tv series, "Tightrope," two seasons ago to Edward Kletter (left, with Mrs. Kletter, presi­dent of Parkson Advertising Agency). E. Jonny Graff, Embassy's tv vice-president (with Mrs.Graff), says the premiere was strictly social, but executives from NBC, which ordered the"Steptoe and Son" pilot, also attended.

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Chocolate Sponge as well as Chun­ky Chocolate Bars. The campaignwill run from October 4 through themonth of March, 1965.

Bulova's Fair ShowOn Closed-Circuit

The Bulova Watch Co., Ine. hasbeen sponsoring the only televisionshow to be broadcast regularly fromthe New York World's Fair. Theshow, called the Bulova Fair-Go­Round, was broadcast live fromthe RCA Pavillion over Tcleguidc'schannel six, the world's largestclosed-circuit tv network that servesnearly 50,000 hotel and motelrooms in New York.

The show, originally broadcastfor 15 minutes on Sundays, Tues­days and Thursdays has now be­come a thrice-daily five-minutenews program over channel six.

Agency Appointmentsi\lcCann-Erickson, I n c. a p­

pointed agency for Golan ImportCo.. Beverly Hills. Calif. Plans arebeing formulated for an advertisingcampaign for Lung'« eight-year-oldblended Scotch whiskey.

Bo Bernstein & Co., Providenceadvertising and public relations

to 11

meringandpOtl

our

011'1

\'OI

troigel1

diUukenc

je('iliehisummes1g

theke1lar

agency, selected to prepare the con­sumer advertising for syrup prod­ucts of The Eclipse Food ProductsCorp. of Warwick, R.I. A televisioncampaign is being planned for theGreater Providence area, which in­cludes Fall River and New Bed­ford. Mass.

Van Brunt & Co., Advertising­Marketing, Inc. appointed the ad­vertising and promotion agency forthe Straus Broadcasting Group andits keystone station, \YMCA. NewYork. Edwin Van Brunt, executivevice president of the agency willserve as the account supervisor forthe firm.

M. J. Beckman Associates hasbeen named agency for the LecHotel Chain and Progressive Sav­ings & Loan. Lec Hotels. formerlyhandled by the Gibbons Agency.will utilize radio. television. news­papers. magazines and billboardsto promote their eight locations.

Reiter-Ross,Inc., New York, hasbeen named to handle all advertis­ing for the Dinkier Hotel Corp. ofAtlanta, Ga.. a subsidiary of Trans­continental Investing Corp. of NewYork. The Dinkier chain consists ofover fortv hotels. motels and motorlodges across the country and inHawaii. Puerto Rico and the GrandBahamas.

adat~Us

Cel

aribeful

br

pr3.11

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Ci,

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SPONSOR

ABC Head UrgesCreative Selling

I l arohl L. Neal, Jr., prcvidcnt ofABC Owned Radi1l St.rtion« toldthe Michig.m Avvn. of Hro.ulcavtcr-,llh.'l'ting at (i;1) lord, Mich .. that ra­dio ha-, t1l break out of it.;, tradi­tional selling p.utcrn-, if it i-, to in­crea-e it-. commercial growth rute,

"As radio hro.ulcavtcrx. we ll'I\ l'to look to new vi-ta-, in ...cllingthemerits of our medium. Radio -.l·ll­ing today needs more creative effortand ingenuity than just telling thepotential advcrti-cr-, the fact-, aboutour <t.uions." Ncnl <aid.

Neal noted that within the ABCowned -tation group (\\'ABC :-.:cwYork. KQV Pittsburgh. \\'.XYZ Dc.:­troit, \\'LS Chicago. Kr\ BC r.o- An­geles. KGO San Francisco) threedifferent steps have been made totake radio'< story to a wider audi­ence:

I ) The A BC stations' film pro­jeer. Sagel i11 Stnoul, which tcll-,the story of radio in terms of itshistorical growth as well as itsunique evolution into the personalmedium it is today. ha-, been de­vigncd to relate radio's story not tothose people in the advertising mar­kct place but to the community atlarge.

2) Thc A BC radio stations groupadvertising campaign seeks to "stira greater awareness" of radio's vi­tality and importance among advcr­risers and marketing people.

3) Saks presentation efforts con­centrated on target accounts thatarc not currently using radio arcbeing undertaken by several sta­full story."

Neal hoped that other radiobroadcasters would also actively en­gage themselves in such projectssince "only by breaking. out of ourpresent selling patterns with creativeand informative sales approacheswill be able to effectively tell radio'stions.

Syndication Sales Climb\\'oroner Productions set a new

sales record by racking up I 6 newmarkets in eight days for theirChristmas program and five mar­kets for their Independence day spc­cial, The large volume of stationsales is forcing an expansion of fa­cilities at their headquarters at 990 IS. \\'. I 39 s.. xIiarni. Fla. Station

September 28, 1964

-.:ik-. reported .rrc 'l Iu: I trvt ( hrtvt-11111.\ to I (i -.1:1l11l!1"111Oh11l, Cil·nr~1.1and New Jcr-.c) and lulv .J, I 77t1 towu}; Clc,d:1nd. Ohio,\\ Af...R r\~­ron, Ohio, \\'KB~ Young\lo\\ n,Ohio, \\"GCiA Ci:1111" ilk, C~.1. and\\'OX I Atlant.r. G.1.

Seven Art-, Corp. rcport-. th.u tnelate X2 CBS affili.nc- have acquiredone or more of Sc\ en Art •..· Voluruc­of Fi/111,· of tlu- 50\. St:1t101i... ac­quiring portion- of the 'l'ric-. in­elude \\'CBs-·1 V :-.:cw York.\\'BB~t-TV Chicago. K~tox-·1 vSt. Louis and \\'Ct\t 1-·1 V l'hila­dclphi.i. Three salc-, of Seven Art-,'I 00 5-minutc Ow Of Tlrt• /11/..wellcartoons were al-.o concluded. Sta­tions which bought the new cartoonsl·rk·..; include :\Icrcdith Bro.rdcavt­ing'..; KPHO-TV Phoenix. Ari1 ..\\ºKTV l 'rica. x. Y. and \\SY R­T\' Svracusc, :-.:. Y. owned bv ~cw-. . .house Broudca-ting Corp. Other••tat ions prcviou-ly signed for theOw Of The /11/..well cartoons in­clude: \\'Pl.X New York. \\ºBT\'Charlotll·. N. C. \\'Jt\C'-TV Johns­town. Pa. \\'TAE Pittsburgh. Paand w:-.:F.~1-TV Saginaw-lb) City­f-lint, Mich.

Variou-, program- were rackedup during the past two wcck-, b~Wolper Television Salc-, Inc. ~C\\­

c-t purchnscrv of S11per111w1 include\\'SIX-TV Nashville. Tenn .. KFD.X­IV Wichita Falls, Tex .. KGLO-T\'Mason City. la .. KOA:\1-T\' Piti...­hurg, Kan. and \\'SFA-TV Mont­gomer)'. Ala. Olvntpiad /9()./ wa..,sold to three vtations.

Rep Appointments.\tort Ba••.scu ~~ Co .• Inc. named

exclusive national representative forRadio stations \\'ALK Patchogue.Long. Island and \\'RIV Riverhead,Long Island.

.\kGrm ren-Cuild Radio Repre­xcntative Company named rcprc-cn­t.uivc of K IXZ Amarillo. Tcxa ••.KELI Tulsa. Okla. and KTR¡..; \\'it­chita Falls. Texas.

Harold II. Segal & Co. appointedrepresentative for \\'l¡\F Hartford.Conn. . . .\lid-We.,t Time Sales.Kansas City and St. Louis ap­pointed regional sales representa­rive for \\'~1BH Joplin. Mo ...Radio Sales Bureau, Toronto. Ont..named rcprcscnt.nivc for CFJ('Karnloops. B. C.. CKC'Q Que ...ncl,B. C. and CJ('H Halifax. ¡..;O\aScotia.

"Sunny" the seahorse comesfrom the Syngathidae familyon the Hippocampus side.

The male of the specie de­

votes his life to making things

happier for the Mama Hippo­

campus. He's the producer in

his family.

Frankly, our "Sunny" goes all

out to please the ladies. He

brightens their days and

nights.

That's why the ladies of

Tampo-St. Petersburg go for

him.

We'll let him produce for you,

too!

TELEVISION C RADIOTAMPA-ST.PETERSBURG

If you fee/ we've been chew­ing too much kelp, ask:

Not R"p Vcnord Torbct !. McConn"'SE R"p Somor lo .••roncc & Auocoot('\

S7

NSOR SPOTLIGHT

ADVERTISERS

lfo~ St. Jean named director ofs.ilcs for Wolverine Shoe & Tan­ning Corp., Rockford. Mich. manu­facturer of llush Puppies brushedpigskin casual shoes.

Frank Gregor named director ofadvertising Ior the business equip­ment group of Bell & Howell Co.He will retain his responsibilitiesas advertising chief of Ditto, Ine.

:\'orhert A. Hackett named mar­kct development analyst in the mar­ket development section of The DowChemical Co. Consumer ProductsDept.

Arthur .J. Cross and Albert L.l'utterson named planning and prod­uct development manager and man­ager of the Lake City. Pa. plant ofLibbey Products, Owens-Illinois,respectively. Cross moves to Lib­bey's Toledo, Ohio headquarterwhere his new duties will encompassI .ibbcy Products· inventory control,include long range planning andnew product development.

John dcConx promoted to assis­tant sales manager of I ron CityBrewery. Pittsburgh, Pa. In his newposition. dcCoux will assume addi­tional sale'> responsibilities but alsowill retain supervision of the brew­cry's advertising and sales promo­tion programs.

~~

WSTV-TVDominant rnWheeling · Steubenville

58

Edgar W. Nelson named vicepresident Boyle-Midway division ofAmerican Home Products Corp.Gould, president, is directing Boyle­Midway marketing activities.

Lou Kashins appointed advertis­ing manager of Hclbros Watches,New York.

Melvin Brandeis promoted tosales manager of the Parts and Ac­cessories division of Zenith SalesCorp.

Charles R. Kelle) appointed ad­vertising manager for InterstateBakeries Corp. He will maintain hisoffice at the company's headquar­ters in Kansas City. Mo.

Charles F . Jones elected presidentof Humble Oil & Refining Co.Jones, a director and executive vicepresident of the company, succeedsJ. K. Jarnicson, who has resignedto accept election as an executivevice president and director of Stand­ard Oil Co. (New Jersey). Humblesparent company.

AGENCIES

Dorothy Shahinian, DonaldLeonard and Stan Burger advancedto vice president. associate mediadirector and senior media groupsupervisor. respectively. at KudncrAgency, Inc.

Henry .J. Taggart joined theCorporate and Industrial Div. ofWest. Weir & Bartel. Inc. He willfunction as an account executive onthe Columbian Carbon account.

Charles Kelley Charles Jones

Lewis Haber Cleo Hovel '!arr

Lewis I. Haber joined the mediadept. of C. J. LaRoche & Co. asmedia supervisor. He had beenformerly associated with Lenncn &Newell. Inc. in a similar capacitysince 1962.

Cleo W. HoHI, a vice presidentand creative director of Leo Bur­nett Co., Inc., has been named tothe new post of executive creativedirector. He has also been electeda member of the executive com­mittee.

di11

cXi

\'IC

at

dil\

~Tlsu

Ramon Bimonte, John Doernand Peter Rowland named copygroup heads for Compton Advertis­ing. Inc .. New York.

Marvin B. Kunze named vicepresident and an associate creativedirector of Young & Rubicam. Hejoined Young & Rubicarn in 1953as an assistant art director in theradio-television commercial depart­ment coming from Benton &Bowles. In 1955 he was made anart director. three years later an artsupervisor and in 1960 he was ap­pointed an executive television artsupervisor.

ex

&JI

to

C(

bi

ii

Fae(I

Charles B. Shank became direc­tor of creative services of Mac­Manus. John & Adams. Inc .. Chi­cago office. He will also be a mem­ber of M J & A Chicago Opera­tions Committee and Review Board.

Marvin Kunze Charles Shank

SPONSOR

Bob Doyer

\,

I.arrj 1\::111joined the crc.uiv edivi-ion of ,\kCann-Erid,,on ª' anexecutive producer. I le \\ ª' pre­viouvly tv commercial group headat I ed Bate..; & Co,

·•I

Boh l>o) er appointed ma11.1!!i11gdirector of the J. Walter Thornp-on.N. v. Netherlands.

(;l'orge I>. Juhuvtuu, .Ir. «r­pointed manager or J. WalterThompson Cn.. Jaran. I le "ill ª'­sume hi, new dutic-, in October.

Robert W. Cu-tle named to theexecutive committee of TeJ Uatl.'~& Co .. Inc. T. l lowurrl Black .Ir.and D:n id C. l.oomi-, elected dircc­tor-, of the Agency.

1..ll'rr~ R. Ccrmainl' appointed ac­

count executive at Powell, Schoen­brod and l lull Advcrti-ing.

.\C) H. Lehman appointed crea­ti\ l.' supcrv isor for the Records div i­'ion at \\'1.',t. Weir & Bartel. I ne.For the past [ivc ) c.rr-, hi.' has beenart director of the l\IGl\I. Verve andDcutshc Grarnrnophon record ac­counts.

c;ahril'I Yanez appointed mediadirector of Robert Otto-I 11t:i111.l nc ..NI.'\\ York.

~laric Boua appointed to theaccount service grnup of SmithGreenland.

Gcr:1ld Shern in joined \\'arrl.'n.I\ Iullcr, Dologow ,J..y. 1nc., ª' :re­count executive. Shcrw in wu-, rre' -iou'I) '' ith Win-, and Grev Ad' er­riving,

;\lc\.C) Hrudovitch w ill joruYoung & Rubicarn ª' a co11,ult:1111.He is internationally J..1HH\n ª' anart director. photographer andteacher.

s~pl~mb~r '18, 1964

..

-J,.y H•llerG O John\lon

TIME/ Buying and Selling

.l:t) I Inllcr jouiccl the ( 'h1cagonlfil·l· of I lur r ington. Rrghu-r 1.\:l>;ir-..nn-... Inc. I k comes to I IRPfrom Carnpbcll-Mithun. where 111.·had been 111cdi.1'llPlºí\ i-or.

.\llwrt .\k,ln·, an intcrnuuonalrncdi.r buyer at Young & Ruhic.rrn.n.uncd progr.un chairman of thelntcrnauonul l\kdía Huycr-, Avvn.(11\IB,\). lle "ª' [orrncrlv a"oci­.ucd '' ith l\kC:rnn Frickvon ª' anintcruation.rl media buyer.

Jamc-, R. Bo'.'>\\di joined theDalla' Radio ';rk..; <raff of Thl'Kai/ Agency. Inc .. station rcprc­<cntativcv. Ile had been prcviou-Iyemployed with \\'FAA Dalla, .r.-,

II. D. (Bud) Xeuwirth and .luhuB. Sia' named to the Pl"1' of prc-­idcnt, Metro Broadcavt Radio Sale'and provident. Metro Brnad.:a'tTeln i-ion S.1k,. rl·'rl'l·ti, d~.

.l. Robert I>") er joined the I\

'ªle' department of Adwrti,ingTimi.' Sak·,· Chieng» Oificl.'.

TV MEDIA

Blake Lew i' returned to the salc-,-..t:rff of Ro) !I Park Hroadcavting.I ne. l.cw ¡, '' ,,, 'ªlc' manager forThi.' Blue ;\lagic Co. pf I .irn.r. Ohio.prior to hi' new ª"oci;rtion withPark. Hroadca-ting

Juck G111111d'joined the <taff pf\\'BRC-1 \ Hirrninuh.un. Ala. :1-..:111account cvccutiv e.

\\ illimu .\. Sa\\)er,, lfa) Cr:111tand l.) nn F. Ohe11 appointed ;1<;­-..1-.iant general 111.111;1gl'f.<rationm.in.igcr and loc.rl 'ªle' 111.111.1!!erand opcr.uions man.rgcr. rc-pccrivc-

I) 11! ,1,11111111-.JI < J I\ I rc,1111< .d1I

1>:111lh-1111' .111d Boll Hid1:1r1I'11.1111cdlnl .il ,,de, .111d pr11111nt11111111.111.1¡.:lr .111d .1...•..1-.t.1111local '·'k'111.111.1¡.!l'Inf KI \I B I \ \.111 Ih:rn,( .d1I

( hr ivtuphvr l>11lf) .1ppo utcd .1d\l:rt"111g .111dprn111ut11111du ee u u ol\\CP<>- I\ - ,\\I - I .\I e 1111.:11111111.( )h10.

Gll·1111~l:1r,h;1ll. Jr .. prcvulcut 11f\\ J~I - I\. lºkllcd d1.11r111.11111(theI lorul.i I d11l.1t11111.d 1l'k\ r-..11'"( 'ornnuvvron. Joh11 1>1111ha111.\\ J~ Iaccount c xccuuv c. elected Ill thebo.ml uf dircctor-, of the l>ll\\ 11Ill\\ n Council of the J.H:k.-...tin\ilkArca Chamber of Commerce.

William Courtt-11:1) 111 11:1111nlclr­rector uf lurm S.1k' lor I n.1ni.:k\tatilHl'. In hi' Ill.'\\ corpor.ue ·"''!!111111.'nl.Courtenay .d-..u .rv-umc-,Farm S:1le' re-pon •..rbiluic-, forKFRF Frcvno, Calif .uul \\'-Bl·Binghamton. N. Y .

women-drivers

love

Y 810KC50 KW

and so do housewives. doctors. studen's.executives, farmers. and secretaries inthe 25 countres surrounding A bany. Sebe­nectady, and Troy Ask Henry l. Christa

A GENERAt ELECTRIC STATION-·-- ---- - - -·-

59

SPON~OR c;pOTLIGHT

RADIO MEDIA

Red Rado joined the staff of\\CUl'vl Batumorc, Mu. as weekendpersonality and production special­l'.t. I lis duties include producingcommercial and promotional an­nouncements as well as special ef­fects.

John 11. Poole and Kevin H.S\\ l'l'nl') assumed new positions asKGIM and KBIG Hollywood,Calif. Alan Fischler named generalmanager of both properties in thenew organizational setup.

Cal Milner joined station KGFJ,I lollywood, Calif. and named to thenewly-created post of director ofmcrchand ising.

Gl'orgc Grl'gg named sales man­ager at KOBO Albuquerque, N. M.

J\Jartin Giaimo named generalsales manager WHFB-AM-FM Ben­ton Harbor, Mich. PreviouslyGiaimo was general sales managerof WILX-TV Jackson, Mich. andmanager of \VJ EF Grand Rapids,Mich. He is past president of Mich­igan Assn. of Broadcasters.

William K. Salomone promotedto account executive for WMALRauio Washington, D. C.

Harold Appleby, J\farshall Harrisand Ted Work appointed to book­keeping comptroller. sales rcprc­-cntativc and news director ofWQMR-WGA Y-FM Washington,D. C.

\\'ilfü11n S. Sanders appointedprogram director, WPTR Albany.\/. Y. I le joins the station from a<imitar capacity at WNOX Knox­ville, Tenn.

to

Malcom Morehouse Arthur Harrison

l\lalcom G. Morehouse and Al­bert 11. Meyer appointed managerand sales manager of station KTMSSanta, Barbara, Calif.

J. Herman Sitrick appointed as­sistant to the president of BasicCommunications, Inc. and generalmanager of WYDE Birmingham,Ala.

Arthur Harrison named salesmanager of station WWRL, theSanderling Stations' outlet in NewYork.

Timothy F. Moore appointed asales department executive for sta­tion KEX Portland, Ore.

Marvin Picard appointed generalsales manager for W ATV RadioBirmingham, Ala.

Larry Buskctt appointed to thepost of general sales manager ofKFRC and KFRC-FM San Fran­cisco.

SYNDICATION& SERVICES

Renee· Valente appointed coordi­nator of I ntcrnationa I Productionfor Screen Gems and will serve asassistant to Lloyd Burns, vice pres­idcnt in charge of InternationalOperations.

Richard B. Pell appointed man­ager of the Special Products divisionof MGM Tclcstudios. He will be incharge of worldwide sales and dis­tribution of MGM's newly-de­vclopcd Gemini equipment. His di­vision also will handle other newtelevision equipment. developed atthe MGM video tape subsidiary.

Geralcl ~. Pickman joined TheSimulmatics Corp. as senior vice

J. H. Sitrick

e

Gerald Pickman

eii~president in charge of its new di­

vision of marketing and industrialservices.

Frank Fitzgerald joins AmericanCorp. as a vice president.

ii)\j¡

Gr

Anne l\1. Spagnolo appointed ex­ecutive assistant to Richard G.Yates, president of Richard G.Yates Film Sales Inc.

Irving Handelsman joined WestonMerchandising Corp. as director ofsales. He was formerly an accountexecutive and sales promotion man­ager of the Character Merchandis­ing Div. of Walt Disney Produc­tions.

Ioíthi

alideH

\\.

Andy Faller promoted to accountexecutive for National Sales andService. His responsibilities includeNielsen Television Index accountwork with agencies, media and sev­eral national advertisers.

Robert P. Chenault joined VPIof California as producer. He wasformerly vice president and gen­eral manager for Don FeddersonCommercial Productions.

Ray l\I. Berland, senior associateof the marketing research firm ofMcDonald. Weller and Klein, Inc.assumed office as president of theNew York Chapter of the Amer­ican Marketing Assn. for 1964-65.

Robert Chenault Ray Berland

SPONSOR

CO:M::MERCIAL CRITIQUE

Do menthe

whoinbuy

oceanshirts?

I~) :\orri •..Kouhcirn\'in· l'rcvidcnt • Cop) C:ro1111Supl·n¡,orC:n·~ .\1hHlhi11i,:, Inc

• A Van l lcuscn man come •..nutof the sea. He checks his watch likethe most casual commuter. Stridesalong with his uttachc case. No bigdeal. He's juxt un his way to work.llo hum. Another day.

Another Van Heusen man on hisway to work walks through a carwash for the perfectly obvious pur­pose of washing his wash and wearshirt. Docsn 't everyone?

And then there's morning in thelife of another Van Heusen man.He gets dressed before an admiringfemale whose final comment is:"Know what I think ... I think youought to pla) hockey today."Chances arc. he's the Van Heusenman "ho docsn't get to work.

What's happened? \\'hat's behindthis iconoclastic new image of theVan Heusen man?

Is he a Iantuvy man?Yes, to a certain extent. But he's

more than that. He's the productof a careful and calculated study ofwhat was needed in the men's wearficld.

For some time we'd been doinga Int of soul searching with our longtime and valued client. Van Heusen.The corporate structure of VanHeusen is strung together with livewire. They're rule brcakcrv, Innova­rive. Competitive. Young thinking.AnJ. among uv, we felt that the bigchallenge wa-, to develop a s\\ ingingnew market image for Van Heu •..en.Young. Free "heeling. Contcmpor­ary.

The item-sell ha.; it' place - amost important nn1..· - hut íir-tlet's establish an idea. an attitude.a feeling about Van Hueven it-elf',

....

n.1•.~

ISCI

Seplembu 28, 1964

live

A hlt of notion ... about ra•..hiouadvcrtiving had to he changed Ill dothis. Truditionully. men· •.. wear ad•..had a stiff stilted. patent leatherlook about them. F\'Cr) hair inplace, every gar1111..·n1wr ink le free.every crease <o perfect it might hepainted on. \\'e wanted to break nutof thi •.. stifling mould and couvcythrough the corurucrciuls the [ccluu;a man has when he'< wearing a VanHeusen shirt. It\ a special kind offeeling. It's free, it's cas). it's swing­ing.

In fact. ín a bur •..1 of honest) \\'C

scrapped the old concept of "fnsh­ion advertising." After all, what'sreally so "fushion" about a buttondown oxford? Or a tid) ducron andcotton blend? Or even Van l Icu •..en\famous tapered fit'? It looks great.It\ flattcr iug. It's news. But. i.; it"fashion'"?

"Let's sell an image." we said.Let's exploit honest to goodnessproduct differences. Like a shirtwith pa111c111e111 wash aud wear he­cause it uses an exclusive new finishdeveloped by Van Heusen.

AnJ off the drawing hoards andout of the typewriters came the pro­tean \'an Heusen man - commut­ing out of the ocean. catching thecar wash before he catches the hu'.The Van Heusen man who'< allman.

Out came a hatch of dandv com-mercials.

Imuge aII over the place.But some good •..olid selling. too.Take that gu) in the car wa-h. for

instance. Sure. it's fun. Sure. )OU

watch. Sure. you remember VanHeu •..en. But ) ou remember washand wear. too, don't you? lndclibly .

And th.u'< the pint th.u get.:.. u•..to the happy ending.

E' er) hnJ) on the block ha' awa •..h and wear li111..·.Brand X. Brand

NORRIS KONHEIM;, 11 vice pre,idenl 11ndcopy group \upervoto•111Grey AdverlÍ\0n9, Inc He fir\! joinedGrey in 1947 11ndleft in I 9S1 lo !JO to worli111 l<enyon & Eclihudt u 11n11uoc111tecopy\Upervi\tr He rejoined Grey in I9SS l<on·heim h11,111'0worlied "' 11n••plo.1 .••11on•ndpublicity ••peri for Wuner Bro' 11nd 20thCentury·fo• 11ndu the 11dverti,:ng m11n.••gerfor W111nerBro\. Mu\ic Co Hi' hobbie' in·elude e.vie worli in the Woodmere, N. Y ,ccmmunity v.hore he live\ with hi, wife 11ndtwo ch'ldr~n.

A. Brand B. Brand \H. But now.i­Ja)s when the contemporary manthinks wa •..h :111dwear. he •..t.irt-, Ill

chuckle remembering th.u gu) inthe car wa•..h. Van Heu •..en. ·¡ h.u'<wavh and wear that'v different It',permanent.

And that' •.. till' kind 11f cf'Icctiv 1..·-ne that made the car "·''h corn-rncrcial earn Iir-t pri11..·in it-, cate­gory at the American 1 elev i-ionCommcrcial F1..·,ti':11. Ru 11ncr upthe Van Hueven m.111 g1..·11111g.drc-scd. And the Van Heu-en m.mcommuting nut pf the ocean wonthe Silver Kc) A\\,1rJ of th: Ad­vcrti •..ing \\ rucr-, A"n uf :-.:e\\york.

We're proud of k udo-, hkc thc-,c.Thcv 're h.ird to win AnJ the corn­petition i•..IP.1d1..·Jwith \Cr) cvciungadvcru •..ing.

Bc-t of all " the \'.111l lcu-cn pn~fit •..t.ucmcnt.

Like cvcrvonc connected "1th themarketing. ,l'f ling .nul JJ\ ati,mgof the \ .111Heu-en hnc, we're .iwf'ul-l) happy when \\l.,' (.tk1..• .t h'-.lk .u ll

It', a hc.iutful <ight. •

61

CALENDAR

SEPTEMBER

National A~..,n. of Broadcasters ra­dio code board meeting, GramercyInn. Washington. D.C. (26-27).

Society of Motion Picture & Tele­vision Engineers, 96th annual tech­nical conference, Commodore Hotel.'.'Jew York. N.Y. (23 - Oct. I).

National Assn. of Broadcasters ra­dio code board meeting, GramercyInn, Washington, D. C. (29-30).

National Assn. of EducationalBroadcasters third annual music per­sonnel conference, University ofMinnesota, Minneapolis, Minn. (30-0ct. I).

OCTOBER

Educational Foundation of Ameri­can Women in Radio and Televisionone-day seminar, Top O' the World,Lake George, N.Y. (2).

International Radio & TelevisionSociety luncheon, Waldorf Astoria,Ballroom, New York, N.Y. (2).

Florida Assn. of Broadcasters fallconference and board meeting, GrandBahama Hotel & Club, West End,Grund Bahama Island (3).

American Women in Radio andTelevision, New York State Confer­ence, Top O' The World, LakeGeorge, N. Y. (3-4).

1\lissouri Associated Press Radio­Televi:•.•ion Assn. meeting, ArrowheadLodge, Lake Ozark, Mo. (3-4).

Texas Assn. of Broadcasters fallmeeting, Hotel Texas, Fort Worth,Tex. (4-5).

North Carolina Assn. of Broad­ca.•.•ters meeting, Grove Park Inn,Asheville, N. C. (4-6).

NAB CONFERENCE SCHEDULE

Natiouu] As••11. of Hro:uka..,lers falln·gional conferences:

Statler Hotel, Detroit (Nov. 9-10).

Hotel Ten-Eyck, Albany, N.Y.(Nov. 12-13).

John Marshall Hotel. Richmond.Va. <Nov. 16-17).

New Jersey Broadcasters Assn. fallconvention, Nassau Inn, Princeton,N. J. (5-6).

Advertising Research Foundation,annual conference, Commodore Ho­tel, New York (6).

Wisconsin FM Station Clinic, Cen­ter Building, University of Wisconsin,Madison (6).

International Radio & TelevisionSociety luncheon, Waldorf Astoria,Ballroom, New York, N.Y. (7).

Tennessee Assn. of Broadcastersmeeting, Mountain View Hotel, Gat­linburg, Tenn. (8-9).

Alabama Broadcasters Assn. meet­ing, Tuscaloosa, Ala. (8-10).

Mutual Advertising Agency Net­work meeting, Charter House Hotel,Cambridge, Mass, ( 8-10).

N cw York State Associated PressBroadcasters Assn. meeting, Roches­ter, N.Y. (10).

Advertising Federation of America7th annual convention, Columbus, Ga.(9-1 I).

American Women in Radio &Television mideastern conference,Marriott Motor Hotel, Philadelphia,Pa. (9-11).

Audio Engineering Society's 16thannual fall convention, Barbizon-Pla­za Hotel, New York, N.Y. (12-16).

International Radio and TelevisionSociety Time Bu)ing ~~ Selling Semi­mir, New York, Tuesday evenings( 13- Dec. 8).

International Radio and TelevisionSociety luncheon, Waldorf Astoria,Sert Room, New York, N.Y. (14).

Indiana Broadcasters Assn. meeting,Marriott Hotel, Indianapolis, Ind.(15-16).

American Women in Radio & Tele­vision hoard of directors' meeting,Hilton Hotel, New York, N.Y. (16-18).

\\'isconsin Assn. Press Radio and'I'efevisinn Members meeting, Ivy Inn,Madison, Wis. ( 16-17).

Kentucky Broadcasters Assn. fallmeeting, Jennie Wiley State Park,near Prestonburg, Ky. (19-21 ).

National Electronics Conferencetwentieth annual meeting, McCormickPlace, Chicago, Ill. (19-21).

Institute of Broadcasting FinancialManagement, ~ual meeting, Shera­ton-Cadillac Hotel, Detroit, Mich.(21-23).

Missouri Broadcasters Assn. meet­ing, Ramada Inn, Jefferson City, Mo.(22-23).

Fourth International Film & TVFestival of New York, held in con­junction with the annual IndustrialFilm and Audio-Visual Exhibition,New York Hilton Hotel, New York(21-23).

Massachusetts Broadcasters Assn.meeting, Hotel Somerset, Boston,Mass. (25-26).

National Assn. of EducationalBroadcasters national convention,Austin, Tex. (25-28).

American Assn. of AdvertisingAgencies, Central Region meeting,Hotel Continental, Chicago (21-22);western meeting, Beverly Hilton Hotel,Beverly Hills (27-30).

Premium Advertising Assn. ofAmerica, premium ad conference,New York Coliseum, New York,N.Y. (27).

American Assn. of AdvertisingAgencies, western meeting, Ambas­sador Hotel, Los Angeles (27-30).

International Radio & TelevisionSociety luncheon, Waldorf Astoria,Empire Room, New York, N.Y. (28).

NOVEMBERAssn. of National Advertisers fall

meeting, The Homestead, Hot Springs,Va., (9-11).

RAB CONFERENCE SCHEDULE

Radio Advertising Bureau's fall man- IVagement conferences:

Hyatt House, San Francisco (Oct.1-2).

Western Hills Lodge. Wagoner.Okla. (Oct. 8-9).

Hotel Moraine. Chicago (Oct. 12-

'*13).

Northland Inn, Detroit (Oct. 15-1c116).

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