Sponsor (Oct-Dec 1962)

tastic business with The Three he exclaimed. "There is a new audience for these clowns all the time. And the kids love repeats. There's a deluge of money to be made in the kid market. Just lake a look at all the major markets available loda\ for children's shows." Nor is Screen Gems having the slightest difficulty disposing of its cartoons b\ Hann-Barbera, Seidelnian asserted. Ed Justin, director of merchandising for Screen (.ems, has made numerous tie-ups in beliall ol local sponsors from coast to coasi backing Huckleberry Hound, Quick Draw McGraw, Yogi Bear and other Screen Gems cartoon features. Although the trend for the past lew years in tv, both network and local, has been for sponsors to buy minute participations in programs, (he inherent value of program identification with either full or alternate sponsorship, is as important today as it has ever been, James T. Victory, v.p., domestic sales, CBS Films, told sponsor. The program sponsor, according to Victory, has the advantage of associating himself with a program that is compatible with his type of product or service. Among other virtues, he has the advantage of syndication's flexibility and local impact, Victory observed, and he can build an ad and merchandising campaign geared to his own markets and sales distribution area. Like his boss, Sam Cook Digges, administrative v.p., Victory feels that today's successful syndicator must include in his catalogue such products as public affairs documentaries, full hour dramas, cartoons (in six-minute and half-hour form) , music programs, westerns, comedy series, five-minute shows for daily stripping and. of course, true actionadventure." Both Digges and Victory also see the need to be on top in merchandising and licensing operation. More recently, CBS Films has been having notable success with strip programing. CBS Films points out that a client need not be a national account to capitalize on the ad values inherent in strip programing. Tv today, Victory says, offers many top programs aired locally on a strip basis. He cites success stories scored with Whirlybirds, Amos 'n' Andy, December Bride and others which are strip programs. Documentary series. Jacques Liebenguth, general sales manager, Storer Programs, agrees with Digges, Victory and others that alertminded syndicators nesd public service shows as well as actionadventure, if they are to succeed. Last week Liebenguth reported "very good sales and excellent acceptance" of Communism: R.M.E., the first tv series of its kind, relating the basic differences between communism and the free world. "Communism has been a subject of great interest, of controversy," Liebenguth said. "Yet the endless machinery that grinds out tv programs has never created a series explaining and clarifying the basics of communism. A sponsor or advertiser gets exclusivity with this unique series which has positive promotional and merchandising values." Host and narrator of Communism: R.M.E. (26, 30-minute programs) , is Art Linkletter. He also was pleased with Divorce Court, the tv hour-long courtroom drama now sold in some 60 major markets with many blue chip clients backing the series. Also on the Storer Programs list is B'Wana Don, an entertainment and educational series produced for children's viewing. The idea of picking up a top flight re-run and sponsoring it for a regional buy can be a most appealing one, William P. Breen, v.p. sales, NBC Films, told sponsor. Breen last week cited a good example in Hennessey which has caught on with such advertisers as California Oil Co., through White and Shuford Advertising in Denver; Bowman Biscuit Co. through Durey Ranck Advertising in Denver and Foremost Dairies through Guild, Bascom and Bonfigli in San Francisco. They have bought a total of 71 markets among them for the Hennessey series. Twentieth Century-Fox Tv executives have announced recently that Century I, their first major group of films, is now ready for local sale. The Century I package includes 30 major films made at the Twentieth Century-Fox Film studios. ^ TIMEBUYERS JOB MARKET (Continued from page 39) assistants, $3,000 to $7,000 and for men assistant timebuyers $4,000 to $7,000. Timebuyers from $6,000 to $10,000. New York. This city was described as "the mecca of the ad world" by one timebuyer and previous discussion bears this out. The city probably has more agencies, clients, billings, radio and tv stations, and money than any other city, and often two cities combined. Every timebuyer in the Empire City has something to say about opportunities there. About salary. "I've never been screened so hard for such a lowpaying job." "The job competition is rough, and so is the pay." "Any buyer will do better in a long run in New York." "New York is the only place wThere a guy can stand on his feet. Women cut the hell out of salaries in other cities." "Most women got in during the war, but their opportunities are dowm now." "Only the smaller shops take women — when they can't afford men." "New York is the only city for timebuyers, regardless of sex." "Women start as estimators in New York, and usually stop there." "Woman's chances of advancing are better in print." "Shouldn't be a double standard for men and women, but there is." "80% of agencies in New York won't hire girls for timebuyers." About social life. "Social life of a timebuyer is tops." "One of the more attractive parts of being a timebuyer here." "Boat rides and trips are lots of fun." Timebuying climate. "I'm gambling on my knowledge of computers for a big boost in the future." "The hub of sophisticated media buying." "The muscle of the industry." "Strangers in New York have a rough time." "In New York they don't forget mistakes. In Chicago you're a human being first." Salary in New York varies, but is tops in the industry. For women, 58 SPONSOR/ 15 October 1962