Sponsor (Oct-Dec 1964)

sponse which followed its radio premium olt'cr. "Radio produced twice as many responses per dollar invested than consumer or trade print advertising," declares Jack Schang, the sponsor's ad manager, who was particularly pleased because each respondent represented a bona fide lead. North American's decision to discontinue its sponsorship in May was based on an important marketing factor. According to Schang, NA found that it had already locked up its share of the market for the upcoming months of June, July and August, traditionally the busiest season for household moves. Credit for The World of Advertising's continuing appeal to a diverse audience goes to the high caliber of its "talent." Since bowing on WGN, an impressive "who's who" of sponsor and agency not Boston's Star Market Co. is now in its 15th year as sponsor of "Starring the Editors," a weekly analysis of the news offered by members of the fourth estate on WBZ-TV. Panel members (l-r) are C. Edward Holland, "Record-American," Erwin D. Canham, "Christian Science Monitor;" David J. Farrell, "Herald;" and David Brickman, "Medford Mercury" and "Maiden News." Print editors stdr on tv Starring the Editors — four members of the "fourth estate" acting as a panel or editorial board — has begun the 15th year of continued sponsorship by its original sponsor, Boston's Star Market Co. For the past year, Procter & Gamble, Boston Edison and Massachusetts Electric have shared sponsorship with Star on alternating weeks. Aired Sundays on Group W's WBZ-TV, the free-wheeling editorialized discussion is one of the medium's longest continually sponsored programs. It has been airborne 52 weeks a year since its inception in 1950. Evaluating and offering their own interpretations of the news are the following tv-conscious print editors: Erwin D. Canham of the Christian Science Monitor; David J. Farrell, Boston Herald; the RecordAmerican's C. Edward Holland; and David Brickman, who publishes and editorially directs the Medford Mercury and Maiden News. The continued popularity of the show has produced a second, entirely new version of Starring the Editors. This offspring recently debuted on two UHF outlets in New England — New Britain-Hartford's WHNB-TV and WHYN-TV Springfield-Holyoke. Sponsor is Food Marts and other participating food products. Editors starred here are drawn from journals in Connecticut and Western Massachusetts. ables guested on World's microphones. A partial roster includes: William Wood Prince, Armour's chairman; Leonard H. Lavin, president of Alberto-Culver; Douglas Smith, advertising and merchandising director of S. C. Johnson; Fairfax Cone, chairman, Foote, Cone & Belding; Norman H. Stepelton, National Tea Co. president; Richard Danielson, director of advertising for the Standard Oil Div. of American Oil; Helene Curtis' director of marketing, David H. Kutner; and Dan Seymour, president of J. Walter Thompson. Each show includes a brief rundown of the guest's company, pinpointing the firm's importance within the over-all marketing structure. Subject matter covered in these interviews has wide appeal because of the shift between technical and i consumer-oriented information. For example, on a recent program, Na1 tional Tea's Norman H. Stepelton was expansive about the increasing importance of frozen foods in supermarket operations — a topic of obvious interest to every homcmaker. On the other hand, Stepelton also discussed specialized and sophisticated marketing problems, such as how vital shelf space is handled when new products are introduced. Host George Lazarus generally draws upon his daily column as ai source for the show. However, "myi varied contacts resulting from the radio show have helped to develop a substantial number of news stories," Lazarus says. World continues to provide its I diversified audience with an insid-i er's view of the advertising field. i Although the program is not pres-i ently available to North American.! the former sponsor indicates strongly that its past success with Work, will be reflected in the company'^ upcoming media plans, which wil' again include radio. North American had been absent from the medium for five years, prior to its as-' sociation with World. Current dual advertisers Petersor Tool and Triangle Manufacturing carry the program on a "till forbid' basis. As a newcomer to radio, Ma> Steiner is delighted with his sponsor ship. He indicates, according t( WGN, that he intends to maintair his association with The World o Advertising for "a long time t( come." ♦ 48 SPONSOR