Sponsor (Oct-Dec 1962)

Record Details:

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'555/ FIFTH Letters to the Editor COMMERCIAL STUDY We read with extreme interest \our "Top of the News" item in the 10 September 1962 sponsor, regarding the "3,400 Tv Commercials for Study." We are most anxious to arrange to review these commercials, but there was no indication of the sources. Is there a way that you could advise us? We are particularly interested in the product categories: beer, paint, food-restaurants, banks, and ladies' shoes— CHARLOTTE L. SHOCKLEY, research librarian, Stockton, West, Burkhart, Cincinnati. • Product category reels of 3,400 top tv commercials are being distributed by Wallace A. Ross, American Tv Commercials Festival, 40 E. 49th St., New York. TV MARKET RANKINGS I Your article "The Myth of Tv Market Rankings" in the 17 September sponsor is excellent. Most people in the broadcast in \ dustry realize that variations in . market ranking exist; however, it is interesting to read information on the subject unified into one story. Congratulations on a fine article. —TOM W. MAHAFFEY, advertising-promotion director, WJXT, Jacksonville. 40-YEAR ALBUM KUDOS Please accept a belated thank-you for the handsome copy of sponsor's 40-Year Album of Pioneer Radio Stations forwarded to me last month— DAVE GARR0WAY, New York, N. Y. I just returned from vacation and found my bound edition of the 40Year Album. It is a handsomely finished book. I had congratulated you previously on the contents and am so happy that we were able to contribute to the project.-GEER PARKINSON, v.p., station manager, WRYT, Pittsburgh. I'm late with my congratulations on your superb 40-Year Album, but nonetheless sincere. Will you please send one dozen :<I!!III1IIIIIIIIIIIIII1IIIIIIII!I!IIII!IIIIIIIIIIIIIIIIU "4-WEEK CALENDAR I OCTOBER National Federation of Advertising Agencies 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: 14-1(3, Hermitage, Nashville, Tenn. 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. NAB International Radio & Television Society joint luncheon featuring NAB president LeRoy Collins as speaker: 18, Biltmore Hotel, New York. Mutual Advertising Agency Network final 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. NOVEMBER American Assn. of Advertising Agencies ist central regional meeting: Stat ler-Hilton, Detroit. National Association of Broadcasters fall conference: 8-9, Sheraton-Dallas Hold, Dallas. Association of National Advertisers annual meeting: 8-10, Homestead, Hot Springs, Va. ^.illll.!.;! ■;M|J,lliillli!llll! i: ■ .,11 ..j^1, : ^' II; mM" 0NS0R/8 October 1962 < opus— EDWARD C. OBRIST, director of broadcasting, Boston University, Boston. FM SET COUNT We noted with interest the sum mary on hn set counts in your 17 September sponsor issue. Going back over the years to 13 June 1959 sponsor, there was a quote stating: "Nearly 100,000 lm receivers were manufactured in the U. S. last yeai . an increase ol about 150,000 ovei 1957." Vssuming 100,000 Em receivers manufactured pei year, the total of 5,548,300 tin sets credited to New York, Los Angeles, Chicago, Philadelphia and San Francisco would require all of the sets manufactured in a 14-year span ol time to be shipped to these markets. Fourteen years would take us back to 1948. Obviously, the figures seem implausible. We realize that there are various sources for this type of information. About three years ago the same source for the figures quoted in your 17 September issue did a special study in Southern California which estimated 1,006,385 fm homes. The validity of that figure was questioned at the time on a similar basis. Currently, according to your 17 September issue, Los Angeles is credited with 1,100,800 fm sets. This would be a gain of 94,415 over the lm sets credited to the market by the same source three years ago. It would mean an annual growth rate of 31,472 sets per year in the last three years. If the growth rate for the last three years were normal, it would take 35 years to achieve 1,100,800 sets. Something seems overstated in the number of sets credited to these markets. — GEORGE ARNOLD, director of marketing and client relations, CBS Radio Spot Sales, New York. PARTIES, PITCHES, PRIZES Congratulations on the fine Commercial Commentary "Parties, pitches, and prizes" in the 2ti August issue. I am sure that if you continue tins kind of commentary it'll keep all of us in broadcasting much more alert to the job that we should do and that is to pa) attention to our business— ALBERT GILLEN, general sales manager, WPR0 TV. Providence. 13