Sponsor (Oct-Dec 1964)

Record Details:

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SPONSOR. WEEK Borge and Tv Spark Biggest Ad Drive in U.S. Plywood History New York — Relying heavily on television and the services of comic Victor Borge, United States Plywood Corp. has launched what it terms the "most extensive advertising schedule in the company's history." Discussing the ad campaign, John Thompson. U.S. Plywood advertising manager, declared: "Television will play a very important part in our plans this year. This season, we have the most extensive schedule of commercials in our history — delivering more than half a billion sales messages to adult viewers." Programs involved are the Sunday Night Movie, Trailmaster and Ron Cochran's Evening News Report, all on ABC-TV. An element of humor has been injected into two of U.S. Plywood's paneling commercials on Sunday Night Movie with the appearance of Victor Borge. The spots were prepared by Kenyon & Eckhardt. Borge an element of humor Other commercials spotlight the company's line of adhesives and preservatives, Thompson said. He added that one of the adhesive spots features a unique "gimmick" — a tube of Weldwood adhesive cemented to an airplane propeller so firmly that it holds even after tremendous centrifugal force causes the tube itself to explode. Supporting advertising will include consumer and trade magazines, trade shows and permanent exhibits at the World's Fair and other locations. Which Medium Do You Prefer? New York — The majority of congressmen cast their votes in favor of broadcast as opposed to newspaper space, says John Lindsay, Republican representative from New York's "silk stocking" district. "Most congressmen, if my many discussions with them mean anything," declared Lindsay, "prefer coverage on radio and tv, where they can put themselves across the way they want to. Newspapers leave the politician at the mercy of the writer who gives his own interpretation." Lindsay's observations were made at a panel discussion staged by CASSU (Communications Alumni Society of Syracuse University) which included Gabe Pressman, NBC News; Edward Costikyan, chairman of the New York Demo cratic Committee, and Tom O'Hara, political editor for the New York Herald Tribune. Costikyan felt that spot announcements on television were more helpful than newspaper stories for getting across an idea. "People read headlines and little more," he said. "You have to tell your story in headlines. Short spots are much more effective." Costikyan added that spots also force the politician to compress his material and are more powerful than a long speech on tv. For his part, Gabe Pressman argued that news coverage was more effective than any commercial could be. "People tend to doubt a paid announcement," he said, "whether it be for cereal, soap, or politicians . . . [but] tend to believe news." Fireman, Spare That Spot! Albany, N.Y. — Despite a three-hour fire which gutted its studios, WPTR Radio didn't miss a single commercial. Last week's fire, with damage estimated at $100 thousand, broke out early in the morning and sent the announcer on duty scurrying to makeshift studios in the transmitter building a mile away while WPTR mobile units covered the blaze. Perry Samuels, manager of the station, said that much of the recorded material was saved and that there were duplicates of many spots at the transmitter. Also, a hurried phone call was made to Robert E. Eastmen, the station's rep in New York, asking clients to send additional copy. The fire destroyed the second floor of WPTR's main building, including studios and the entire sales department as well as other offices. Westclox Pegs Broadcast Schedule to Time Change New York — Capitalizing on the public awareness of clocks during a time change, the Westclox Div. of General Time Corp. will stage a short, concentrated campaign on NBC Radio and Television when standard time becomes effective in many parts of the country. Westclox made a similar purchase on NBC when daylight savings time went into effect last April. Schedule includes participations in the Today program and Tonight Show Starring Johnny Carson Oct. 23 on tv, and News of the World, Emphasis and Monitor on radio for a five-day period beginning Oct. 21. Commenting on the buy, Robert L. Shaw, Westclox vice president for marketing, said that the "extremely gratifying results of the Westclox spring buy had far-reaching effects in the clock industry." As a result, he said that the new buy, part of the "Westclox gift time" promotion campaign, "would pay high dividends for launching the fall-Christmas program. 18 SPONSOR