Sponsor (Oct-Dec 1964)

SPONSOR WEEK MJ&A's Jones Calls for Station Break Reduction Agency president suggest breaks be cut back to 32 seconds; discusses clutter, integrated spots, profits Detroit — Touching almost all broadcast bases in a talk before the East Central Area Conference of American Women in Radio and Television, Ernest A. Jones, president of MacManus. John & Adams, Inc., called on the networks to reduce station break time, advertisers to integrate their commercials, the government to understand that broadcasters must make a profit and the public to "differentiate between the legitimate commercials which pay the entertainment freight and the mess of non-commercial material with which the true commercials are not only surrounded, but sometimes submerged." Describing clutter as a "jungle of piggybacks, hitchhikes, billboards, promos, bumpers," Jones called on the tv industry "to search their hearts and their pocketbooks to see if the time is not approaching when they might consider — as a public service, of course — reducing the sta Papert, Koenig, Lois Splits Stock, Now Eligible for Exchange Listing New York — As expected, Papert, Koenig, Lois, Inc., has split its capital stock and is now eligible for listing on the American Stock Exchange. Broadcast billings last year accounted for about 70 percent of the agency's business with clients spending an estimated $16.2 million on radio and tv, the bulk of it in network and spot television. Stockholders of the agency, first to go public, approved a proposal for a three-for-two split of both Class A and B shares and increased Class A shares from 750,534 to 950,534 and Class B from 86,636 to 125,454. Citing the prestige value of an exchange listing, Julian Koenig. president, indicated application would be made n 1964. In another move, the shareholders amended the company's stock-option plan by boosting the number of shares from 50,000 to 150,000. Koenig pointed out that almost all shares under the original plan were exhausted. He added that stockoptions had allowed the company to secure good new talent and hold important veteran employees. Foote, Cone & Belding. another of the three publicly owned agencies, has called a stockholders meeting for mid-October to vote on a proposed five-for-four split. Dayton Station Sold For $1.5 Million Dayton, Ohio — Station WONEAM-FM has been sold by the Ohio Broadcasting Co. (WHBC Canton) for $1.5 million. Announcement of the sale to the Group One Broadcasting Co., a wholly owned subsidiary of the WAKR interest (Summit Radio Corp.) of Akron was made by Roger G. Berk, president of Group One. The sale is subject to FCC approval. Other station sales reported last week include WQDY Calais, Me., and KSGT Jackson, Wyo. WODY was purchased from John Vondell, Jr., for $110 thousand by entertainer "Buffalo" Bob Smith of Howdy Doody fame. Smith has a summer residence in the area. KSGT was sold by the Snake River Radio and Television Co. to a Davenport, Iowa, syndicate for $40 thousand. tion break back to its original 32 seconds." The move to 42 seconds, he said, was begun by "what was then a very weak network." Jones added: "I know the economics involved here — that a 20-second spot between programs can equal the revenue of a two-minute 'in-show' commercial — but perhaps the stations, too, will examine their position and stop goosing this particular golden egg." On the subject of multiple product announcements, Jones said that "as the minute cost on a hot network show reaches as much as $40,000, it becomes apparent to the advertiser that he had better try to insure his investment by spreading it over related products." At the same time, he suggested that agencies use more creativity in making commercials. "If a commercial is to pay its way it must embrace two products, then let it be created so as to blend the two. It is in this lack of compatibility, I believe, that the public feels that it is being subjected to more commercialization than is really the case." Jones also suggested that the public should be reminded that there is nothing free in this world, including tv and radio entertainment, "and if they are asked to pay a few minutes of their time, let them pay without whining — or go to the movies, where they will find that the popcorn is 50 cents a box, plus tax." The agency president continued by turning his attention to government regulation, reminding officialdom that "the broadcasters of this country are businessmen and must make a profit with which to sustain themselves, their stockholders and their employees — and they must do this by selling a commodity of which there is a completely inflexible supply: time!" On matter of taste, Jones declared: "Material — both advertising and program — is castigated on television and radio, that doesn't even raise a brow in print media. Maybe it is time someone looked more closely at other media." 20 SPONSOR