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'SPONSOR
1 OCTOBER 1962
Vol. l£ No. 40
SPONSOR-WEEK / News
p. 11
i. 11, 12 / Advertisers p. 58 / Agencies p. 59 / Tv Stations p. 60 / Equipment 61 / FM p. 61 .us |j. 61 / Networks p. 62 / Representatives p. 62 Film p. 62 / Station transactions p
Top of the News p. 11, 12 / Adve Associations p. 60 / Tv Stations p. uu / i_^ Radio stations p. 61 / Networks p. 62 / Representatives p
64 / Public Service p. 64
59 /
/ /
SPONSOR-SCOPE / Behind the news
P. 19
SPONSOR BACKSTAGE / Tape showings
P. 24
KEY STORIES
PLATOON SYSTEM!
KELO-PLAN RADIO is a powerful, new method of massive saturation. KELOLAND'S entire platoon of air-wise salesmen back up your commercials — we even call our tv boys off the bench to give you added mike power. KELO-PLAN RADIO gives you machinegun coverage across the clock. Driving times in droves. Plus other peak periods too! Let KELOPLAN RADIO prove to you how dynamic, and how thorough, radio selling can really be.
NBC
KELO
13,600 WATTS RADIATED POWER Sioux Falls, S.D., and all Kelo-land
JOE FLOYD, President
Jim Molohon, Mgr.; Evans Nord, Cen. Mgr.
Represented nationally by H-R
In Minneapolis by Wayne Evans & Associates
■.'//»!**■
Midcontinent Broadcasting Group
KELO-LAND/tv and radio Sioux Falls, S.D.; WLOL/am, fm Minneapolis-St. Paul; WKOW/am and tv Madison, Wis.; KSO radio Des Moines
MORE TV $ FOR SMALLER MARKETS / Most national tv spot dollars still go into the top 25 markets, but some smaller markets are attracting advertisers with creative sales pitches. p_ 29
Y&R COMPUTER FACES REAL LIFE / Agency unveils its High Assay Media Model. Computer system outsteps linear programing with new decision-making functions. p# 32
OUTLOOK FOR THE RE-CHRISTENED IRTS / Re christened society's '62-'63 projects will include the establishment of a foundation and will feature additional services. p. 33
NET AND SPOT TV BUYS RISE 15.2% / Latest TvB report shows cosmetics and drugs led increase in tv advertising for first half of 1962. Net spot sum reaches $759 million. p_ 35
HOW MOTOROLA CHANGED ITS IMAGE / Sponsoring tv specials aided Motorola in changing the public image of its tv and stereo. Result was record sales months. p_ 37
INSURANCE: WHY RADIO CAN HELP / Life insurance industry faces a plateau problem: fierce sales competition exists and "quality-trustprotection" is wearing thin. p. 39
SPOT SCOPE / Developments in tv /radio spot P. 67
TIMEBUYER'S CORNER / Inside the agencies P. 47
WASHINGTON WEEK / FCC, FTC and Congress P. 55
SPONSOR HEARS / Trade trends and talk
P. 56
DEPARTMENTS 555 Fifth P 6 / 4-Week Calendar p. G / Radio/Tv
Newsmakers p. 63 / Buyer's Viewpoint p. 66
(5) 1962 SPONSOR Publications Inc. SPONSOR PUBLICATIONS INC. Combined with TV ®, U. S. Radio ®, USFM ®. Executive,
-% % Editorial Circulation, and Advertising Offices: 555 Fifth Ave., New York 17. 212 MTJrray Hill
,'o7-8080 Chicago Office: 612 N. Michigan Ave.. 312-664-1166. Birmingham Office: 3617 Eighth Ave.
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/0*Los' Angeles phone 213-164-8089. Printing Office: 3110 Elm Ave., Baltimore 11, M>1. Subscriptions:
V. S. $8 a year. Canada $9 a year. Other countries $11 a year. Single copies 40c. Trinted
TXS.A. Published weekly. Second class postage paid at Baltimore, Md.
SPONSOR/ 1 October 1962