Sponsor (Oct-Dec 1964)

JEWEL What makes the "sell" tick? Every element — from concept through testing — is balanced on that single jewel we label "communication." The radio/tv commercial corpses interred in the files of failure probably do not have their terminal ailments stamped on their covers, but in most eases the breath went out of them because they failed to communicate. Perhaps — because communication lets the balance wheel swing both ways — it would be better said that what they thought was being sent wasn't what was received. In a political year it is perhaps simple for the adman to see the "invisible" wall that often separates Southern drawl from New England twang, yet remain unaware of the stony partition that keeps his message from being received even though it is delivered in neutral, no-accent phrasing. Admen also too often assume that English-language commercials reach into foreign-language U.S. homes with only slightly reduced impact. (After all, goes the argument, isn't America a melting pot that absorbs its foreign-tongued immigrants?) Such philosophies, to borrow from Ira Gershwin's lyric, ain't necessarily so. In the case of six million-plus Americans who speak Spanish, a growing body of research shows that a special air-approach pays sales dividends. The broad and penetrating report on this country's largest foreign language broadcast activity, Spanish-language programing, — by Sponsor's Charles Sinclair — begins on page 35. One needn't be a marketer of frozen tortillas to find it of value. Much on the Scene In the Oct. 5 issue of Sponsor magazine, I came across an item in Sponsor Scope titled "Last in action among rep pioneers," wherein your reporter alluded to the fact that John Blair assigned himself to chairman of the board of John Blair & Co. and inferred that Mr. Blair has become inactive in the operation and direction of this company. Well, sir, nothing can be further from the truth! John Blair is the operating head of John Blair & Co. The reason for his elevation to chairman of the board simply was made because of the expansion of this organization and the need for greater top management adminstration. John Blair & Co. and its divisions, namely Blair Radio and Blair Television, are the largest in the industry and cannot be administered without top people. Arthur M. McCoy, president of John Blair & Co., was named to this post to assist Mr. Blair in carrying out the many complex problems facing an organization of this size on a dayby-day basis. Milton Rich Advertising Director John Blair & Co. New York er O! IQUM, azfo^ I wanted to express our appreciation for the lead item under Sponsor Scope in your Oct. 5 issue. There is a slight matter of spelling I should call to your attention — one on which we frequenUy slip up ourselves. The name of the firm should be spelled Stouffer rather than Stauffer, as you have it. Jerry Conn Account Supervisor Public Relations Dept. Ketchum, MacLeod & Grove, Inc. Pittsburgh Ayers Welcome In your Sept. 8 issue under "The Changing Scene" regarding the story about Peters, Griffin & Woodward opening an office in Charlotte, N.C., we would like to welcome PGW as the second radio and television representative with offices in Charlotte. The Charlotte office of the James S. Ayers Co. was opened in June, 1955, and Guy Vaughan, Jr., vice president, has been manager of the office for the past seven years. Buck Vaughan joins me in welcoming PGW to Charlotte. James S. Ayers President Jcinu's S. Ayers Co. Atlanta, Ca. Dept. of Clarification With reference to your article on "Why Not Get Technical," [Sept. 8] under classes of radio stations, the following statement is made: "Daytime stations are usually assigned local channels. They operate with low power between local sunrise and local sunset." Actually, daytime stations are usually assigned to clear and regional channels and almost never to local channels. Their power may vary from 250 watts to 50,000 watts depending upon the channel. Hayward L. Talley President Talley Radio Stations Litchfield, 111. ED note: am Radio Sales explained that in an attempt to simplify information on the assignments of daytime station the subject was oversimplified. The rep firm issued the following statement for clarification. Prior to 1959 the FCC assigned daytime stations to some of the clear-channel station frequencies. These were known as Class II stations. They were operated with varying powers, some of them rather high power. The Clear Channel Broadcast Stations maintained there was enough daytime skywave from the daytime Class II stations to give them interference. After 1959 no more daydme assignments were made to clear channels and all daytimers after that date were put on local channels. There are, however, a number of daytime Class II stations still operating on clear channels. 10 SPONSOR