Sponsor (Apr-June 1959)

Neither Miller nor Reynolds ever lets ii|> in the search l"i new \\a\s to gel benefits from the »li<>\\. That, in large part, ua> the reason for the earl) renewal ihi year, enabling tin>ln>\\ — owner Hank Saperstein to line ii|> top players and the mosl desirable courses early. Earl) filming (alread) underwa) for nexl season) gives the sponsors a head start with merchandising the highlights (and tense moments i ol the matches. \ new t w i-t lui fall cairies the instructional value of the show a big >ie|i further. Instead of the customar) chit-chat \v i l It players between nine-. cue (■! the players will explain and demonstrate a particularl) exciting or unusual shot made during the first nine. It take sex en cameras shooting simultaneous!) to pick up the action. Cost of each show (around $42,500) is amortized 1>\ Saperstein in plans fin syndication, 1>\ Miller in adding the til-Star Golf segments to its 1(> mm. film library, reportedl) the largest industrial sports collection around. Films, all bearing Miller logo and credit at beginning and end. are loaned out to civic, church and fraternal groups. Ml of them, except All-Star Golf of course, are timed for and made available to t\. Last year Miller logged 679 t\ show ings. Briefly, Miller got involved with golf on t\ as an outgrowth of its own Miller Open Golf Tournament, launched in l().ij as part of its centennial celebration. It has grown to one of the largest in the country, with a purse of 135,000 riding on the fifth tourne) (27-30 August in Milwaukee) . "■^ ou might sa\ we were 'ripe* for Ill-Star Golf," says Ball. "Success of our golf tournaments had convinced us ol the zooming popularity of golf and the wide appeal the sport enjoyed. The show was a logical extension of the tournament activit) which would put us on the national scene with a top-flight sport show." Miller's connection with sports reliedthe influence of the late Frederick ('. Miller, the company's president until his death in 1954. Miller wa one of Notre Dame famed Four Horsemen (the others: Stuhldreher, Crowley, Laydon). Ml \merican tackle in "2(>. Miller captained the team in '2i! and wa coached b) Rockne. Like Rockne, Millei was kill,, I ,,, ,, plane crash. Killed w ith him in the December, >l accident in Milwaukee w a hi -on I' red .1 1 .. who was a Notre 1 ),imc \ ai -it\ quartet back. Millei wa one of the mo\ inj fori es in coin incing ow ner I .ouis I Vi ini to mo\ e the 111 a\ c 1 1 <>m Boston i" Milwaukee in L953. In addition i" its seven-) eai sponsorship ol the I '•< i\ es, Miller ha sponsored the Green Ba) Packer-. New "» oik Giants, Philadelphia Eagles, Milwaukee Hawk i major league basketball), and the Eormei Milwaukee Brewers I Vmei u an \--,k iation team thai pre* • .led the Braves). \ numbei "I Millei executives were i ..lieiate and pro -p" it -I.U-. an I them Bob I orte, I nivei -it\ of Arkansas \ll \ 1 1 ii ■ i ii '.in halfbai k in 12, w ho supei \ i-e Millei sports pi omotion and film progl am. I he \l illei — i ... 1 1 — . 1 1 adil ion has Keen continued and expanded under the presidenc) "I Norman If. Klu^. < Ii l\. it i a long-range, complex and highl) profitable program. ^ Ask f he man ^° 9efe ^oUtkf WDBJ is one of the best buys in television . . . anywhere! WDBJ-TV covers 53 counties . . . where there are over 400,000 television homes. $2 billion in retail sales. You can buy into this rich market economically and effectively, for WDBJ-TV furnishes highly rated shows at comparatively low cost to you. For example, Anne Howard's PANORAMA, most popular women's show in the area, has an average daily rating of 14.7. and delivers viewers for only 82 cents per M on a 10 Plan: $1.05 on a 5 Plan. Powerful sales-producing merchandising support provided, too! It will pay you to take a closer look at ' PANORAMA and other "best buys" offered by WDBJ-TV. ■all cpmi boied on March, 1959 NSI ASK YOUR PGW COLONEL FOR CURRENT AVAILABILITIES Maximum Power CHANNEL Maximum Height ROANOKE, VIRGINIA 7 sponsor • 27 jink 1959