Sponsor (Oct-Dec 1962)

highly respected general counsel, forestalled such a move by pointing out the antitrust dangers, and the ANA issued no official pronouncements on product protection, even though the 4As had published a statement which inferred agency solidarity against the Westinghouse proposal. Subject to such legal restrictions, however, it is possible for the ANA to act as a potent forum and influence in tv matters, and one question members are asking today is whether the Association cannot and should not extend the scope of its tv involvement. ANA and tv commercials. The most obvious (and perhaps least controversial) area of tv interest for the ANA is the field of tv commercials, and a roundup of speakers at recent ANA meetings discloses strong emphasis on tv com mercial techniques. Presentations have included showings from the American Tv Commercials Festivals, and talks by Charles C. Barry, Y&R; S. Hooper White, Burnett; Robert Bergman, Filmex; Newt Mitzman, OBM; Philip H. Cohen, SSC&B; Harry W. MacMahan, consultant, and John E. McMillin, SPONSOR. Research on tv commercial effectiveness has sparked presentations by such authorities as Harold Spielman, Schwerin, and L. E. Purvis, Gallup and Robinson. ANA and SAG-AFTRA. Another, and considerably more complex area of ANA tv involvement has been in talent union negotiations, particularly those concerned with tv commercials costs. Working with the special union labor consultant Guy Farmer, a former National Labor Relations Board chairman, the ANA's broac cast committee, headed by Harn Schroeter, v. p. National Biscuil Company, has been searching lot ways to improve the bargaining structure for the next SAG-AFTRJI contract negotiations, scheduled foi late 1963. A joint ANA-4A policy commit! tee, headed by Schroeter for tr advertisers and Y&R veteran Davi Miller for the agencies, has bee studying improvements in cuiren SAG-AFTRA codes which "could result in substantial savings to I advertisers," and will report at thl Hot Springs meeting. (For a comprehensive three-par analysis of this highly complex suq ject/see "SAG, AFTRA, and T1 Ad Costs," sponsor 20 Feb., 27 Feb and 6 March 1961.) ANA and "network clutter." On1 phase of tv operations which hzf Membership of ANA's powerfu Broadcast Committee reads lik< an honor roll of tv advertiser With member companies of the Association q National Advertisers appropriating well ovd $1 billion for network and spot tv last yea it is not surprising that the roster of th ANA's Broadcast Committee should read likl a roll call of blue-ribbon tv advertisers. Heacj ing it is Harry Schroeter, v. p. and director M advertising, National Biscuit Company, an i an ANA director. The complete committee CHAIRMAN Harry F. Schroeter, National Biscuit; J. G. Baird, Westinghouse; K. R. Baumbusch, American Home Proucts; R. M. Budd, Campbell Soup; John Burgard, Brown & Williamson; H. Allan Dingwall, Jr., General Foods; R. . Eskridge, Ralston Purina; E. P. Genock, Eastman Kodak; Howard Gray, R. J. Reynolds; Roger M. Greene, Philip Morri I Paul Huth, Procter & Gamble; Glenn W. Johnston, Sterling Drug; Jack Jones, Mattel; Henry M. Kennedy, Prudentii Insurance; George T. Laboda, Colgate-Palmolive; Daniel Ladd, P. Lorillard; Palmer D. McKay, Sun Oil; C. F. Matter, McCormick & Co.; M. Anthony Mattes, Standard Oil of California; Craig W. Moodie, Jr., Armstrong Cork; R. J. Piggo, Pet Milk; Alfred L. Plant, Block Drug; Maxine Rowland, Shulton; Dorian St. George, Carling Brewing; Karl SchuMingt, American Tobacco; A. Craig Smith, Gillette; Gail Smith, General Motors; M. A. Souers, Jr., General Mills; James I Stocker, Scott Paper; John Tyner, Bristol-Myers; Robert E. Weed, Quaker Oats; J. B. Williams, Kimberly-Clark.