Sponsor (Oct-Dec 1962)

'555/ FIFTH Letters to the Editor SILVERNAIL TO VERMONT We're making our retirement very, very final ... by deserting the metropolis and resettling in a New England village come 1 October. I'd hate to have it so final that I wouldn't continue to get sponsor. Would you see that the records be changed to show me as located at 110 Adams St., Bennington, Vermont? And, by the way, who wrote the highly intelligent article in the 6 August issue entitled "The Buyer's Changing Role"? From the mention of Linnea Nelson, Carlos Franco, Beth Black and myself, the author must be a contemporary. —FRANK SILVERNAIL, Bennington, Vt. MARKETING AID Congratulations on the tv timebuyer's market guide — a very valuable marketing aid. Please send and bill us for three more copies as soon as possible — THOMAS P. MAGUIRE, v.p., media director, Maxon Inc., New York. FABULOUS FALL FASHION Congratulations on sponsor's Fabulous Fall Fashion. The new type faces ... the new layouts . . . the crisper style and approach all add to sponsor's effectiveness. One factor that makes the broadcasting media great is their showmanship, sponsor's new format reflects this modern, quick way to communicate.— JOHN F. HURLBUT, president gen. manager, WVMC, Mt. Carmel, III. The job which your staff has done in giving sponsor a new look, a modern freshness, and added substance deserves cheers from our industry. The 10 September unveiling was a pleasure to behold, and the 17 September follow-up proved to be an even more eye-appealing version of the new format. You have revamped in the right direction without losing any of sponsor's established character or purpose in the process. Congratulations and continued success. — ROBERT L. HUTTON, JR., vice president, Edward Petry, New York. SOFT-DRINK WAR I read your article entitled, "HomeTown Tv and the Soft-Drink War," in the 10 September issue of your fine magazine. I have found it to be a very intelligent presentation of the facts. The point of the story, we believe, deals a sickening blow to those who play the numbers racket. May I take this opportunity to thank you for writing and featuring the article which should hold considerable interest for the industry.—MARVIN REUBEN, general manager, WDAM, Hattiesburg, Miss. AIRLINES AND RADIO Congratulations on sponsor magazine for 10 September. We think the style and the content are extremely well handled. We particularly like the style of the article, "Airlines: Why Spot Radio Can Help," (10 September) and the implication that there will be a continuing series of similar articles. We like it because we think it gives to stations in the field, the same kind of material that is being fed to agencies in New York and elsewhere. We have already delivered this article to the leading airline managers in our community, and found them intensely interested in it. It appears to us this is a highly effective way to increase the potential results of major sales efforts made by many of the organizations in the national field, working in these areas. — RICHARD M. BROWN, president, KP0J, Portland, Ore. CORRECTION In your tv timebuyers' market guide, please note the following corrections for KWEX-TV which is listed under the San Antonio, Texas market: Henry Gutierrez, operations manager; Spanish International Network Sales, rep firm — EMILIO NICOLAS, general manager, KWEX-TV, San Antonio. '!■: mm , .:ir ,,im: ,i!_ .i,:1...,!!: .iiiu:...,i ..n nili,n ,;ii;. in i; 'ih.. 'ii. mi;, 'li.. rin. ii mi, ;:in. 'h "h, n, in,, i, n, ■ m, .'ii. ■!. ^_ ! T4-WEEK CALENDAR I OCTOBER Advertising Research Foundation eighth annual conference: 2, Hotel Commodore, New York. National Federation of Advertising Agencies central regional meeting: 5-7, Executive House, Chicago; eastern regional meeting, 12-14, Traylor Hotel, Allentown, Pa. Advertising Federation of America third district meeting, 11-13, Hotel Columbia, Columbia, S. C; seventh district meeting, 14-16, Hermitage, Nashville, Tenn. RAB regional management conferences: 1-2, Glenwood Manor, Overland Park, Kansas 4-5, Western Hills Hotel, Fort Worth, Texas. Advertising Research Foundation eighth annual conference: 2, Hotel Commodore, New York. National Association of Broadcasters fall conferences: 15-16, Dinkier-Plaza Hotel, Atlanta, Georgia; 18-19, Biltmore Hotel, New York; 22-23, Edgewater Beach Hotel, Chicago; 25-26, StatlerHilton, Washington, D. C. American Association of Advertising Agencies central regional meeting; 17-18, Hotel Ambassador West, Chicago; 20-25 western region convention, Hilton Hawaiian Village, Honolulu, Hawaii Mutual Advertising Agency Network hnal meeting for 1962: 18-20, Palmer House, Chicago. National Educational Tv & Radio Center fall meeting of station managers of affiliated tv stations: 18-20, ParkSheraton, New York. National Assn. of Educational Broadcasters 1962 annual convention: 2125, Hotel Benjamin Franklin, Philadelphia Broadcasters' Promotion Association annual convention: 28-30, Holiday Inn Central, Dallas. International Radio and Television Society time buying and selling seminar: begins 30, CBS Radio, New York. lllllllllllllll!l!llllll!lllllllllll!!ll!lll!l!lll!ll!l!llll!llllill!lll!llllll!ll!li;il! Ullllilllllllllillll IIIIIIEIIIIIIIillllllllllllllli IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIM SPONSOR/ 1 October 1962