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Kr»tl<tont and Publith«r Norman R. Glenn
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31
sponsor
OCTOBER 5. 1964 • VOL. 18 NO. 40
36
Can piggyback sponsors be stampeded? Clamor over clutter has revived the integrated commercial, but key to code amendment effectiveness is sponsor reaction to station piggyback premiums
IRTS seminar hones timebuying tools
Alumni of recent sessions cite productivity as fall meetings are
annoimced for Oct. 13 start
38 Taped tv train runs on lacrosse balls
Designer's ingenuity solved problem of creating life-like railroad effect for live tape Canadian dramatic anthology
40 Passport to paradise
Cuiiadian radio siaiion dreams up tropical vacation contest with pay-off for consumer, sponsors — and time-sales ledger
42 Raymond Scott sounds off on sound
Composer of some 1400 commercials and hit records makes sharp comments on ad agencies' misuse of sound in commercials
EDITORIAL
Editor
Sam Elber Featur* Edifof Charles Sinclair
News Editor
William S. Brower, Jr.
Special Projects Editor
Ben Bodec
Managing Editor
Don Hedman
Senior Editor William Ruchti Associate Editors
Barbara Love Melvin J. Silverberg Gayle Hendrickson Editofial Assistant Patricia Halliweli
Contributing Editor
Dr. John R. Thayer
Washington News Bureau
Mildred Hall
Field Editors
Ernest Blum (East)
John Bailey (Midwest)
Production Editor
Emily Beverley
Regional Correspondent*
James A. Weber (Chicago)
Sheila Harris (San Francisco)
Frank P. Model (Boston)
Lou Douthot (Cincinnati)
Margaret Cowan (London)
45
MCA gives new property the 'road show treatment' Whirlwind tour of major cities helps syndicator introduce new personality to local agencymen. tv clients
DEPARTMENTS
Calendar
62
Changing Scene
48
Commercial Critique
61
Friday at Five
3
Letters
12
Publisher's Report 10
Sponsor Scope 26
Sponsor Spotlight 58
Sponsor Week 16
Week in Washington 13
SPONSORS CoTibined with TV, US. Radio, FMg s c-blished week'y by AAoore Publishing Cc-cary, a s.hs d ary of Ojibway Press, Ire PUBLISHING, EDITORIAL AND ADVERTISING HEADQUARTERS: 555 Frfth Avenue, New Vork, N. Y, :X~. A'ea Ccoe 212 MUrray Hill 7-S080 CIRCULATION, ACCOUNTING AND DATA PROCESSING HEADQUARTERS: Oiibway Building, Duluth, Minn. 55802. Area Code 218 727.8511. CHICAGO OFFICE: 221 North LaSalle St., Chicago, Ml. 60601. Area Code 312 CE 6-1600. LOS ANGELES OFFICE: -655 Beverly Blvd., Los Angeles, Calif. 90026. Area Code 213 628-8556. ST. PETERSBURG OFFICE: 6592 North 19th Way, St. Petersborg, Fla. 33702. Area Code 813 525-0553. SUBSCRIPTIONS: U.S., its possessons and Canada $5 a year; $8 for rwo years. All other countries, $11 per year. For subscription infonnat on write SPONSOR, Subscription Service Department, Oiibway Building, Duluth, AAinnesota 55802. Second class postage paid at Duluth, Minnesota. Copyright 1964 by Moore Publishing Co., Inc.
SALES
New York
Gardner Phinney
Norman Gittleson
Chicago
Jerry Whittlesey
Lo» Angele*
Boyd Garrigan
St. Petersburg
William Brown Advertising Production Louise Ambros
ADMINISTRATION
Editorial Director
Ben Marsh
Production Director Harry Ramaley
Circulation Directof
Joe Wolking
Data Processing AAanager
John Kessler
Advertising Promotion
Dwoyne R. Woerpel Circulation Promotion Gerhard Schmidt
SPONSOR