Sponsor (Oct-Dec 1964)

of package-goods money, have their uses. But there's a ready-made setup of considerable influence, to put it mildly, that might be made the number one target for systematic enlightenment of spot radio's updated story. The suggested target is the N.Y. Media Directors Council. The group meets once a month. Therein represented is perhaps 70 percent of total air media billings. They're possibly a key solution to much of the frustration that radio sellers have had to contend with for some time. What these sellers might do is to arrange for a series of meaty and terse presentations during council meetings. After all, the media director in the upper-rung agency, which constitutes the council, does more than just administer media budgets. He's in there at the planning stage. Since he's the expert, his evaluation of respective media at most times is decisive. He may have preconceptions that need adjusting to the times. The pressure on the job often makes listening to a host of stories somewhat inconvenient. Hence the council gatherings offer one way out of the radio sellers' dilemma. Reps appreciate gesture The following incident reflects the kind of buyer-seller relationship that can turn out profitably for the client. Wally Staab, K&E media group head, wrote radio reps that the LincolnMercury buying was being transferred to the agency's Detroit office. He then went on to thank the reps for the fine service they had consistently given the account in New York, and to assure them that Barry Alley and Bob Bafrey, of K&E's Detroit buying staff, are looking forward to continuing the same quality of cooperation. Craftsmen rate commercials It's always enlightening to find out what agency people think of the current product of their fellow craftsmen. Sponsor Scope did a cross-check amongst exceptionally perceptive commercial producers on their reactions to the fall crop of commercials on the tv networks. Singled out for special plaudits were these: (1) the BOAC and Pan Am campaigns focused on place, (2) Tiparillo's boy and girl bit on the train, (3) Harvey's Bristol Cream's reflections in a glass, (4) U.S. Rubber's diverting pitch about snow tires, (5) Eric little cigar's viking approach, (6) American Gas' memorable flame-against-ablack-background, (7) Lucky Strike's astute blending of line drawing with live people. The quizzing also disclosed observations on trends: (a) overuse of the "James Bond" character type, (b) proliferation of the testimonial recitative, (c) deft refinements of the pneumatic, or shock, devices, (d) no let up in the use of the freeze frame. Wanted: more bowl game customers As of now it looks like NBC-TV and ABC-TV affiliates will have plenty of co-spot on postseason bowl games to dispose of to local advertisers. Both networks are 40 percent unsold in this side of their football inventory. CBS-TV doesn't have to worry. It's got only the Cotton Bowl and that's a sellout. NBC-TV has eight bowl events, with a package valuation of $3.7 million, with the Rose and Sugar bowls the only two sellouts. ABCTV's quota is four bowls, with a package price total of $1.1 million. As usual, General Motors' United Motor Service is the top spender in the network bowl parade. Its commercials will be seen on five bowl telecasts. New cracker field contender Hear this. National Biscuit, Sunshine and Keebler. You've got a new competitor — this one a giant in the packaging field. General Mills has gone in for cracker baking and it's about to test market its first entry, a snack tidbit. The test will be conducted in tv markets including Detroit, Syracuse, Utica. The commercials, out of Doyle Dane Bernbach, will have a "Frenchy" flavor. They were made by members of the cast of La Plume de ma Tante, a Paris revue. To B&W: politicals are commercials The issue of triplespotting has reared its head in the political campaign. Brown & Williamson sparked the rearing. The account issued, via Bates, a ukase to this effect: B&W would deem a station as indulging in triplespotting if a political spot were made part of a three-commercial sequence. ■CONTINUED ON NEXT PAGE October 26, 1964 29