Sponsor (Oct-Dec 1964)

Record Details:

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SPONSOR WEEK Agencies, Studios, Stations Join In Field Tests of Magnetic Recorder New York — A new magnetic disc recorder, making a bid to unseat the tape cartridge as a radio spot vehicle, is being tested by 10 of New York's leading advertising agencies, 1 2 top recording studios, stations WCBS New York, KYA San Francisco and KLIV San Jose, Calif. The tests are expected to run well into November. A spokesman for BBDO told Sponsor that his agency was pleased with the playback quality of the new recorder when transfering electrical transcriptions to tape, a recurring problem when spots are sent local stations. The new device consists of a disc made of the same material as recording tape, but double the thickness, and a recorder. The disc is slipped into a slot in the recorder and automatically cues itself. A press of a button and it plays. The unit is being tested by ARMOUR TV DRIVE Using the comedy talents of Dennis Day, Armour Grocery Products Co. will stage a $1 million "around-the-clock" television campaign for its dishwashing detergent, Acqua Lotion Chiffon. The 30-second spots will be seen in nearly every tv viewing segment. Early morning viewers will see the spots on NBC's "Today Show." During the day, the commercials will appear on a total of seven ABC shows. In early evening, "Ron Cochran and the News" on ABC will be the vehicle, And in the late evening hours the Chiffon spots will appear on NBC's "Tonight Show." Foote, Cone & Belding, Chicago, is the agency. Ampex Corp., which is unwilling to say exactly when the new device will go into production. Ampex admits it faces a problem in the fact that many stations have sizeable investments in cartridge equipment, but the company feels that the disc recorder has eliminated "so many of the drawbacks of the cartridge" that both agencies and station will ultimately accept it. While prices have not yet been determined, Ampex said the new recorder would be competitive with existing systems. In addition to its function as a commercial vehicle, the magnetic disc can be used to dub program material such as records and telephoned news reports. Comedy of '30s, '40s Sparks Chase & Sanborn New York — Chase & Sanborn, one of radio's early "bigtime" sponsors, will celebrate its lOOth anniversary with a 55-minute special show on NBC radio featuring comedy highlights of the old Chase & Sanborn Hour of the 193()s and 1940s. Host of the show will be Edgar Bergen who will tie the taped excerpts together with the aid of his traditional pals, Charlie McCarthy and Mortimer Snerd. In announcing the radio special, it was pointed out that the program will consist of comedy segments from the original shows, not re-creations or re-enactments. Among the stars to be heard are Fred Allen, Mary Pickford, Don Ameche, W.C. Fields, Eddie Cantor and Jack Oakie, to name a few. Henderson Joins in New Production Firm New York — Skitch Henderson, musical stalwart and occasional purveyor of products on NBC-TV Tonight Show, has joined forces with three other advertising-broadcast veterans to form Clef 10 Productions, Inc., a new firm which will New ABC Headquarters Are Under Construction New York — The three major networks will soon be closer together geographically, if not competitively. With announcement that ABC has signed a long-term lease for a building under construction on the Avenue of the Americas between 53rd and 54th, a time-buyer, or anyone else doing business with all three networks, will find himself in walking distance of each. CBS' new building, located between 52nd and 53rd streets, is almost finished, and NBC is in the RCA building between 49th and 50th. The new ABC building will house the network's administrative offices. ABC expects to occupy these new offices by June, 1965. produce commercials, background scoring and "a complete range of muscial services for the communications industry. Announcement of the new company was made jointly by Henderson and Gerald Auerbach, president of The Communications Group, parent firm of Clef 10. Joining in the operation, which will be headquartered on W. 54th St. in New York, will be David Savage, who was named president of Clef 10, and Charles Barclay, vice president and general manager. Henderson will serve as creative director. Skitch and other 'Cleffers' 04 SPONSOR