Sponsor (Oct-Dec 1962)

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SPONSOR HEARS 1 OCTOBER 1962 / Copyright 1962 A round-up of trade talk, trends and tips for admen 56 Joe Culligan, now chief of the Curtis publishing spread, doesn't seem to be practicing what he used to preach about the potency of radio as a sales force and in the area of imagery transfer. The Saturday Evening Post hasn't used the medium on anything approximate to a regular hasis since April. The SEP's only current relation to radio is some testing of local strength as compared to newspapers and tv. Not so long ago it was a regular on CBS. It's hard to believe that the great P&G would have trouble getting tv network acceptance for one of its products, but it's happened. The instance: a paper diaper called Pampers. The verbotten sign has gone up at NBC TV because the Pampers copy refers to the diaper as "flushable." P&G has been testing the same copy and product on tv in Peoria. Considering its topbrow appeal and its two-hour length, the Lincoln Center Opening Night special on CBS TV last Sunday night chalked up an extraordinary percentage of station clearances. A total of 182 stations took the event, while only 12 turned it down, the largest market of these being Austin. The Arbitron and Nielsen overnights on the telecast were quite disparate. Arbitron gave it an average tune-in of 28 with the NBC TV and ABC TV flagships running behind by 17.2 and 14.6, respectively, whereas Nielson scored Lincoln Center, 22.6, the NBC TV parallel strip, 24 and ABC TV, 18.9. Reports have it that Interpublic will really be in a position to go public after its London-based agency, Pritchard, Wood & Partners, Ltd., ensconces itself with ample American tentacles. P-W-P is established in New York and San Francisco via its acquisition of Victor Bennett, having had offices already in Paris, Hamburg, Sydney and Sao Paulo. The expansion of P-W-P will, as the story goes, rivet Interpublic's status as an international communications holding company, with the empire embracing three American-based agencies, two international agency operations and a raft of affiliated Interpublic services. NBC TV's sales department found out that when the news department says no it means no and that the thumbdown even applies to the sponsor. The central figure of this joust of wills was a member of Lorillard's top brass who was bent on witnessing one of the America's Cup races from the news department's boat covering the event. Lorillard had bought half sponsorship of the contest's tapes, but news held that the boat was for the working staff only. And that's the way it stood despite multiple counterarguments and attempts at intramural stringpulling. Prominent among topics of Madison Avenue luncheon table chatter last week: 1 ) J WT's breaking of tradition when it agreed to bring over members of the Listerine account group as part of the transfer from Lambert & Feasley. 2) The derogatory reviews of the new network tv shows are quite out of harmony with the good ratings most of them have been getting. SPONSOR/ 1 OCTOBER 1<