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NL&B SHOWS BIG BILLING JUMPS IN 35YEAR HISTORY
1.5 1-9
1925 '30 '35 '40 '45 '50 '55 '56 '58
MAURICE H. NEEDHAM, Chicago ad veteran, heads agency whose dramatic rise in billings has paralleled expansion of air media. Last year, approximately 49% of Needham, Louis & Brorby billings were in radio and tv. Latest estimates show this figure will increase five to 10"% '" '959
NL&B's new 3 -way radio/ tv setup
^ Expanding Chicago agency divides its radio/tv department, puts emphasis on program specialization
^ Time, programs, commercials get equal stature in organization alignment that may mark new trend
— CHICAGO, ILL.
A% significant realignment in the organization setup at Needham. Louis & Brorby is causing industry observers here to wonder whether it heralds a new trend in radio/tv handling by ad agencies.
Early in August, NL&B split its radio/tv department, which then had a combined responsibility for programs and commercials, into two distinct, autonomous divisions and announced its conviction that in the fu
ture, agencies must lay much more stress on "program involvement" than has been the case at most shops in the past five years.
The departmental division gives NL&B, in effect, a three-way radio/tv setup with separate departments handling the air media functions of timebuying, programing and commercials.
Most large agencies today operate on a two-department system with
timebuying and programing, or programing and commercials under the same roof.
The reason for the NL&B switch to greater emphasis on programing was explained to SPONSOR by James G. Cominos, v.p. in charge of the new program division.
Says Cominos, "Program buying today has evolved into a year-round activity. Seasonal peaks are no longer as prominent as they were even one year ago. There are just not enough shows on the market to satisfy advertisers' requirements. And the serious shortage of good producers can only add to the dearth of programs.
"There are other reasons, too, why we believe agencies must work closer with networks on mutual program problems. First, the increasingly
SPONSOR
3 OCTOBER 1959
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