Sponsor (1964)

THE CHANGING SCENE Lennen & Newell, Frances Impact Form Joint Agency Major American agencies continue to find the European Common Market area much to their liking. Latest entry in the handsacross-the-sea sweepstakes is Lennen & Newell, Inc., which has joined forces with Impact, one of the ten largest agencies in France. Lennen & Newell, rated tenth in this country, bills about $123 million a year, 54 percent in broadcast. Impact lists billings of over $5 million, with no estimate of broadcast. The new venture, Lennen & Newell, Impact, S.A., with offices in Paris, will be jointly operated by the two principals. In announcing the move, Adolph J. Toigo, president of L&N and board chairman of the new operation, declared, "This newest step in our overseas expansion [the company has offices in London and San Juan, Puerto Rico] marks Lennen & Newell's entry into one of the fastest growing economic areas of the world, and we are now actively seeking other expansion opportunities in Western Europe." In what was called a "unique cross fertilization of talent, designed to provide international clients with the best combination of Franco-American advertising techniques," L&N will send members of its creative and marketing staff to the new Paris agency; Impact staffers, in turn, will be assigned for specific periods to the New York offices. Impact, just five years old, has rapidly grown to one of the top agencies in France, boasts such clients as Sunbeam Shavers, Massey Ferguson (heavy equipment manufacturers), Roger & Gallet (men's toiletries producers) and Wagon Lits Cook (travel agency). ARB: Out-of-home Listener Is 73% of Detroit Radio Latest documentation that the radio listening audience is substantially larger than was once thought comes from the Advertising Research Bureau. In its just-released report on the radio portion of the Detroit multi-media study conducted in February, ARB reveals that an average of 42 percent ■ ■ . 1 1 1 ■ i 1 1 1 ■ ■ 1 1 1 ■ : ' : i ^ : ; i ^ , i ' : : . i : , . i r r : 1 1 ■ in; ; i i ■ : ! ■ i u ] : 1 1 : ' i r ■ 1 1 1 ' : ' i > : : 1 1 1 : ■ ■ 1 1 : l ■ " 1 1 ■ ■ : : 1 1 : " ■ i [ : i . l : 1 ■ i l M , 1 1 1 " , 1 1 ■ mill ^ : ■ : i ; 1 1 1 ON THE DOTTED LINE WITH MILK 1 -r 1 1 _. . t . u X * Phillip Alampi, New Jersey's Secretary of Agriculture and former agricultural specialist for ABC and NBC, officially opens summer convention of National Association of Television and Radio Farm Directors. Secretary Alampi signed registration form with milk-filled quill pen Some 300 attended the five-day meeting, including (l-r) George Menard, WBBM-TV Chicago farm director and president of the association; George Webster, WFIL Philadelphia, and Hugh Ferguson, WCAU Philadelphia, the convention's co-chairmen of the radio listening in the metropolitan area took place away from home. The away-from-home audience added an average of 73 percent more persons to the athome audience. The report is the first of many such that the research firm says it will make on a regular basis. Published in pocket-piece format similar to the ARB television reports, they will measure in-home and outof-home audiences during an average quarter-hour. Demographic breakdown will be by age and sex for both a defined metropolitan area and the entire survey area. Data are gathered from specially developed individual multi-media diaries to obtain a one-week record of exposure to all media. Similar radio measurements will be offered in January of 24 local markets — those designated as the top 20 radio markets, plus four others in which radio stations have expressed interest. Reports will also be issued for all markets with interested clients. The information gathered in Detroit by multi-media diaries and other phases of the study on other media is now being analyzed, according to ARB. Final report is expected to include more than 600 pertinent charts and will total more than 1000 pages. The radio portion goes to RKO General, cosponsor of the study, and is being made available to all Detroit stations and other interested industry members. CRM's Split Cable Shows Short Tv Absence Risky In depth study of broadcast continues with announcement of results on the first run of Split Cable, the Center for Research and Marketing's new test procedure. Among the findings are: "Eliminating television for some products, even for so short a period as two months, can have significant negative effects on consumer behavior." The CRM system, which tests multiple exposures in normal viewing situations, came up with a number oi other evaluative results, according to the firm's newsletter. I hese included the findings that some mass merchandised products cannot be sold over daytime 48 SPONSOR