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'SPONSOR HEARS
29 OCTOBER 1962 / ctpyright iwn
A round-up of
trade talk, trends and
tips for admen
A report that won't let itself be laid to rest: both Colgate and Bristol-Myers are bent on adding a new agency to their stables.
The Colgate move is expected to take place within a month.
Radio broadcasters who attended the NAB's district meeting had a gag going among them during their stay.
It was this : the promotional side of the association urges that when travelling look for a room with a radio, but there wasn't a radio in the rooms of the Biltmore hotel into which the NAB had registered the meeting's attendees.
If you took a poll among tv executives on Madison Avenue as to the client who least lets the record discourage his faith as a program chooser, the majority vote would most likely go to Henry J. Kaiser, the industrial wizard.
His choices for three successive seasons: Hong Kong, Follow the Sun, the Lloyd Bridges show.
If you've been around the business a long, long time you will probably be among those who marvelled at the occupational background from which network program directors have emerged from time to time.
Just to dig hack on three of them: (1) a real estate plot salesman; (2) a statistician in the insurance business; (3) a mathematics teacher in a small military school.
Perhaps in no business other than tv, observed a Madison Avenue philosopher, can the seller of a commodity juggle paradoxes with such blitheness and impunity.
Like, for instance, on the one hand vowing in the public prints that ratings are of no consequences and on the other hand taking every promotional advantage of competitive ratings after the new season has unfolded.
Added the philosopher: life for such an an avower could be so simple if he didn't have looking over his shoulder such sliderule devotees as P&G, American Home Products, Colgate and Alberto-Culver.
Remember the era in radio when the air was rife with self-liquidating premiums?
Well, if anyone's inclined to put together a roster of the champions among dime and quarter pullers they'll have to include the late Tom Brenneman, Chandu the Magician, Jack Armstrong All American Boy and Ma Perkins.
Brenneman on one occasion, with P&G and Kellogg as his co-sponsors, drew over a million quarters.
It's getting harder and harder for Hollywood tv film producers to recruit topflight seasoned writers for half -hour series.
Money isn't the reason. Writers prefer to identify themselves with the hour show, in the belief that it accords them greater prestige within the filmmaking community.
In other words, a half-hour program is equated with the old short subjects field.
SPONSOR/29 October 1962