Sponsor (Oct-Dec 1964)

Record Details:

Title:
Sponsor
Date:
Oct-Dec 1964
Publisher:
New York : Sponsor Publications, Inc.
Volume:
Sponsor (Oct-Dec 1964)
Leaf #:
00037
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals","Television advertising -- United States -- Periodicals  LinkTelevision broadcasting -- United States -- Periodicals.
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Subtitle varies: The Buyers of broadcast advertising; The weekly magazine TV/radio advertisers use; the national weekly of TV & radio advertising
Date Added:
September 28, 2023
Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.

Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.

iponsop OCTOBER 5, 1964 Can piggyback sponsors Clamor over clutter has revived the integrated commercial,but key to Code amendment effectiveness is sponsor reaction to station piggyback premiums ■ While the NAB Code Authority now expresses its enthusiasm for tv production trends to the integrated commercial, Sponsor still gets questions about definitions and procedures in the following areas of the multiple product commercial controversy: 1. Current advertiser traffic activity in the integrated versus the piggyback commercial format. 2. An historic look at the situation. 3. Definition and analysis of the pros and cons of the piggyback code change. With its amendment now in effect, the NAB code office stresses that the revision does not ban piggybacks, but instead alters their count from one commercial message to two or more announcements, depending on the number of products involved. Piggybacks are acceptable "if properly scheduled in accordance with the code's time standards provisions." Several leading sponsors who Howard Bell . . . Code amendment !s an attempt to reduce "appearance" of clutter. Stockton Helffrich ... Is "encouraged" by activity in Integrated commercial field. 31