Sponsor (Oct-Dec 1964)

Record Details:

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MAIL CALL I suppose that all editors, from time to time, face the chore of answering the probing search for advice by high school and college students about breaking into their particular field. I think that editors in the advertising field must get requests for advice and guidance at about a two-to-onc ratio over any other trade or business field. But, interestingly enough, the quantity of these letters is also a kind of weather vane that indicates the climate under which the advertising industry is either basking or huddled at any given time. When the Congress, the Federal Trade Commission, the Federal Communications Commission or other legislative or regulatory bodies are making headlines with less than preferred adjectives about broadcasting and/ or advertising, the student's bright dream framed in his window on the ad world goes to black. The mail stops. When the domestic and international news returns to such unimportant events as elections, wars and rumors of wars, the advice-andguidance mail begins to trickle in again. And — while I would hesitate to point to any specifics — the volume grows into a comparative flood as the best creative efforts of the advertising industry takes hold of the imagination of the public at large. "Mother, I'd rather . . .," "I don't see a dawg . . .," "It's a white tornado" — these are a few of the periods during which the ambitions of letter writers ran to advertising. For what it's worth, the mail is beginning to mount again. <S)cuM.SZfoc^ Note from the Past I noticed with interest the article in Sponsor Scope, the Oct. 5 issue, entitled "Last in Action Among Rep Pioneers." You referred to my late father as the "general rep who brought that phase of representation to a peak." It may be interesting for you to know that Edward Retry worked for my father in those early days along with Howard Meighan, former vice president of CBS and former owner of Video Tape Productions. This is just a little side note of history in the broadcasting field which I thought you would be interested in knowing about. Frederic C. Bowen Vice President-General Manager WIBX Radio Uiica, N.Y. Impressed We were most impressed with the wealth of radio information contained in your Sept. 28 issue, and wish to congratulate you on the excellent service your publication provides for the industry. NoRT Parry Director of Sales Promotion and Research-Radio All-Canada Radio and Television Ltd. Toronto, Ontario Part of the Complex As always, I look forward to your Publisher's Report. Your comments on political commercials in the Sept. 28 issue of Sponsor prompts me to suggest that you spend some time with Joseph Klapper's "The Effects of Mass Communications." The compendium of research dealing with mass media effects makes it quite clear that the mass media, by and large, do not sway people in their basic beliefs. They are far more likely to reinforce attitudes than to change them. The media can. however, have the effect of altering the intensity of belief and of moving an individual from a more or less passive state to an active one. e.g. "If I vote, it will be for Mr. X" becomes "By golly, I will vote for Mr. X." I call this to your attention because there is an inherent danger in claiming for any mass medium — and television is, of course, the most mass of all — powers which they really do not have. The mass media operate through a complex of other factors: education, experience, the beliefs of one's peers, family attitudes, etc. Don't construe this to mean that television is being oversold as an advertising medium. Successful television selling is based on guiding people toward goods or services or product attributes for which they already have some latent desire. It is for this reason that advertisers regard as their best prospects those who already use a product of the same general type or one which serves the same general purpose as the advertiser's. And for moving people to action in this way. television, of course, has no peer. Roy Danish Director Television Information Office New York Noted with Interest Caught with interest and appreciation today's "Can Piggyback Sponsors Be Stampeded?" in the Oct. 5 Sponsor. An automatic thanks for this intelligence going out to the many interested who still have questions. And best regards to you personally. Howard Bell on his own will doubtless want to drop you a note when he has the chance to catch up with his backlog. He may also want to challenge you a bit on that closing sentence. Stockton Helffrich Manager The Code Authority National Assn. of Broadcasters New York 12 SPONSOR