Sponsor (Oct-Dec 1964)

(ork 7,75 MBS Affiliates Vote All-Out Drive to Sell Radio via Radio New York — In what could possibly develop into a campaign of unprecedented proportions. Mutual Broadcasting System affiliates have taken their president up on his suggestion that they take the lead in using radio to promote radio. Meeting last week, the affiliates voted unanimously to go ahead with a plan proposed by Robert F. Hurleigh that would see the network supply a series of 10 spots boosting radio, utilizing MBS talent. In calling for an all-out campaign, with a minimum of 10 minutes per day devoted to promotion of the medium on stations, Hurleigh had written in the network newsletter: "Individual station operators are so busy selling their own call-letters that they have overlooked the obvious truth that the medium itself could help all. They allocate monies for everything except a plan to create a concept of the powerful, persuasive force the medium is and of the truly irreplacable service it supplies." The result of Hurleigh's suggestion is that, beginning in mid-October, Mutual's 491 stations are expected to be airing from six to a thousand minutes of radio promotion each day. Goal is 40,000 minutes a day. In addition to MBS affiliates, who approved the plan last week, more than 100 non-affiliates have also expressed interest as a result of publicity in Sponsor and other trade publications (see Sponsor, Sept. 21, p. 22). Along with the affiliates, these stations and others interested will be supplied with 10 one-minute and half-minute spots by the network without charge. Declared Hurleigh, after the affiliates agreed to the plan: "In all probability this will be the largest spot radio campaign in all history." TvB Exec Stresses Availability of 20-Seconcl Tv Spot uore ;hers itlie nigtit lines, eases )64's 30 )NSO« New York — Stressing the availability of 20-second spots in prime time, Bill MacRae, TvB vice president in charge of spot television, declared that advertisers who are not aware of it are "missing a tremendous opportunity." Adding that there is prime time available both now and after the November elections, MacRae said "astute advertisers can select excellent availabilities and stations can confirm this time as of now." Suggesting that, between now and Christmas, buyers can build strong 20-second spot schedules for preholiday campaigns, he said that the short prime time spot offers the advertiser an excellent vehicle for both effectiveness and recall. To prove his point, MacRae cited a TvB spot tv research project called "Selectroniscope." The vast reach and economical costs for prime 20second breaks are only part of their advantage, he said. "There are opportunities for the advertiser to d:;liver his message to all of his prospects including men and women who are sometimes unreachable. There are other pluses, such as the opportunity to reach both the male and female head of the house simultaneously since prime time is family viewing time, and the opportunity for those involved in the marketing of products to see the company's advertising." PRIME TIME 20-SECOND BREAKS PER WEEK Families Reached Per Week Families Reached in 4 Weeks 4-Week Frequency Top 50 Markets Top 100 Markets Top 150 Markets Announcements Announcements Announcements 3 5 3 5 3 5 41% 54% 45% 59% 49% 63% 66% 75% 71% 81% 74% 84% 3.6 5.2 3.8 5.4 4.0 5.8 Cost-per-thousand Families $2.58 $2.57 $2.61 $2.58 $2.63 $2.58 Source: Selectroniscope 1001 Data from A. C. Nielson Co. October 5, 1964 Men Only, Lady! j Princeton, N.J. — "Even Miss America couldn't stay here during the game," a press-box guard told Dorothy Adams, vice president and account supervisor of the General Electric account at Maxon Advertising, as she attempted to set foot in the WJRZ radio booth prior to the broadcast of the Rutgers-Princeton football game. Despite her letter of authorization and the fact that she was on official business (the supervision of GE commercials) the guard was adamant, and Miss Adams took her sheaf of copy and a walkie-talkie to a position adjacent to the booth where she relayed instructions to the male producer. When the walkietalkie proved ineffective due to carrier interference, the enterprising lady vice president worked out a system of hand and audio signals with the crew in the radio booth. Philip Morris To Launch Record Network Tv Drive New York — Philip Morris has just announced that it will back its products with the heaviest network television ad schedule in the firm's history. Utilizing CBS-TV, the full Philip Morris line of products will be supported by several hundred selling messages covering the entire network through the current season. Over-all audience exposure potential is estimated in excess of 1,850,000,000 viewers. Declared Ross R. Millhiser, vice president for marketing: "This is the sort of exposure which not only benefits our cigaret and tobacco product line, but our diversified product line as well." Among the Philip Morris products to be advertised are the new Philip Morris multifilter charcoal cigaret, Marlboro, Parliament, Paxton cigarets, Personna stainless steel razor blades, Burma shaving cream and Burma Blockade, a new men's deodorant from Burma-Vita Co., a division of Philip Morris, Inc. The schedule will be seen on eight CBS shows: Slattery's People, Baileys of Balboa, Entertainers, Gilligan's Island, Red Skelton, Jackie Gleason, CBS News, NFL Football. 25