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A round-up of trade talk, trends and tips for admen
SPONSOR HEARS
27 JUNE 1959
Ctpyrlght ItW
SPONSOR
PUBLICATIONS INC.
Making the rounds of the agencies is this proposal for a special: A 90-minute program consistirg of clips from Harold Lloyd's pictures, going back to 1919. Animated cartoon hits would hridge the excerpts. Price: $150,000.
Ask a smaller rep what burns him up about the "singular delusions" among some station men and he'll probably put this at the top of the list:
That a rep loaded with major markets always gets the ear of an agency buyer
— even when the selection extends to the smaller markets. It isn't necessarily so.
The retirement this week of Bob Hinckley as ABC v.p. in charge of the Washington office marks the last of the Edward Noble recruits in the network.
Hinckley — who was brought in along with Bob Kintner and many others in the early '40s — will, however, remain on the executive committee of the board.
The newest agency on a giant account dropped an idea for a novel chainbreak gimmick like a hot potato when the client got wind of it.
In putting out feelers on the idea, the agency didn't mention any product. But the big Park Avenue account suspected it was being used as a guinea pig. So. in effect, it told the agency: Don't do us any such favors.
Agencies aren't going to get any official word in the future on how they rank among the leaders in spot tv billings.
TvB has dropped this annual comparison. Keeping accurate track of where the billings should be accredited has become too complex — moreover, too many agencies which were part of big account stables complained they got a bad shuffle.
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Top management of a tv network is convinced that the time will come when the American networks will adapt the Rediffusion London system : set the program schedule for the whole season and let national advertisers come in only as participants.
This method would solve (1) the awkward problem of scheduling to fit the fancy of individual advertisers, (2) squabbles about co-sponsorships, and (3) the network's inability to remove an advertiser's program when it clashes with the rest of the schedule.
Oddities of the past week which tend to confirm the expectation of record billings for spot tv this fall:
1 ) A station rejected a schedule from a reputable account and equally reputable agency on the ground that the product "had no distribution in the market." (Oldtimers probablv will rank this among tops in far-fetched excuses.)
2) A notable midwest station rejected a schedule it had orally confirmed because the personality on the designated program chose to accept an account with which she w;is more familiar. (The agency on the thumbed account wired a vehement protest to the station's board chairman.)
SPONSOR • 27 JUNE 1959