Sponsor (Oct-Dec 1962)

TV AND THE ANA (Continued from page 29) cast Committee has been exploring the problem of excessive violence and crime in tv programs, and various ANA members have testified at FCC hearings. Finally, the ANA-4A "Interchange" committee, set up to deal with advertising found offensive to good taste, does receive and process a number of complaints involving tv advertising. All in all, the record of ANA's tv activities must be considered eminently respectable, if limited, and in terms of any other medium would probably be more than adequate. But, as a number of ANA members have pointed out, tv is not an ordinary medium, commercially, socially, and nationally. ANA's billion-dollar investment emphasizes the overwhelming importance of tv to advertisers and advertisers to tv. And this fact, say many top ranking ad executives, may call for stepped up Association effort in Pete Holland, of S.S.C&B., joins the Tricorn Club How come? He's wise, that's how. Wise to the fact that North Carolina's No. 1 metropolitan market (in population, households and retail sales) is that combined three-city "tricorn" . . . Winston-Salem, Greensboro, and High Point. Want to join the Tricorn Club? You're probably eligible already, if you're also wise that North Carolina is the No. 12 state in population. And in the market upper crust today, my deah, one simply doesn't ignore the No. 1 market in the No. 12 state! And while you have your lorgnette out, remember WSJS Television is your best sales entree to all this Confederate money. Source. u s Census TELEVISION WINSTON -SALEM /GREENSBORO /HIGH POINT Ted VanErk, of Peters-Griffin-Woodward.'hats" Pete with Club symbol wider television areas. The tv program challenge. Foremost of these areas is the need for program improvement. When you talk personally and off-the-record with individual ANA advertisers, you will find that many of them are as deeply concerned with the current low quality of tv programing — particularly entertainment shows in prime evening time — as the most vociferous newspaper critics. "I don't like what I see, and I wish I knew what we could do about it," will be a common theme of many informal tv discussions at Hot Springs this week. ANA members, as advertising professionals, are under no illusions about the difficulty of the program improvement job. And they are properly conscious of the heavy financial responsibilities they bear to corporation managements and stockholders in all matters of advertising expenditures. But several ANA advertising directors and ad managers have suggested to sponsor in recent months that substantial tv program progress might be made if there were a closer cooperation between the ANA and tv industry groups, and a realistic reappraisal and perhaps restructuring of present tv rates, sales policies, and program practices. ANA, NAB, and the networks. At the present time the amount of formal cooperation and exchanges between the ANA and tv groups such as the NAB and the tv networks must be considered as regrettably minimal. Shortly after Governor LeRoy Collins became president of the NAB in January 1961, he met with a group of ANA tv advertisers in New York. One prominent advertising director who was present at the meeting remarked, "We were impressed with Collins. We recognized that he then was a little green about practical tv matters. But we liked and respected the man. Most of us came out of the meeting with a feeling of 'let's do this more often.' Since then, however, nothing has happened." ANA discussions with the tv networks (except on such relatively technical matters as clutter, chain 66 SPONSOR/5 NOVEMBER 1962