Sponsor (Oct-Dec 1964)

THE CHANTGIISrC SCEKTB Radio 'Secret Weapon' For Winning Politics Radio was the "secret weapon" for many successful candidates, Edmund C. Bunker, president, Radio Advertising Bureau, said. Addressing the Kiwanis Club of Charleston, S.C. Bunker said that an RAB cross-check of election winners revealed a "high percentage of them using radio, with a frequency that increased sharply as the election neared." "Radio proved itself again as a medium that gets across ideas sharply and concisely to a large and often non-partisan audience," Bunker said. He predicted that no campaign of any size in the future would be conducted without a heavy commitment to radio advertising. The RAB president noted "that conversely, many losing candidates relied too heavily on tv, and used radio without any real faith in its effectiveness." "These candidates often relied on old-fashioned advertising techniques, and adapted ideas that were better left to selling grocery products." Bunker said that the RAB facilities— including a tape library of some 7,000 radio commercials — has been available to candidates on a non-partisan basis. Masonite Corp. Invests In Advertising Promotion Masonite Corp. will invest approximately $2Vi million in advertising and sales promotion during its new fiscal year, according to James H. Hurley, director of advertising and sales promotion. Continuing its national television schedule for the fourth year, the company plans 29 spots on the Tonight show and nine on Today, to reach 20,000,000 homes during fall and winter. For spring, 16 spots are slated for the Tonight show. Schedules in both television and WDAY HAS NBCIs. M'SHARE OF AUDIENCE/ From 9 a.m. to 12 midnight, Sun. through Sat., WDAY-TV is the nation's top-rated NBC outlet in three or more VHF station markets — actually 50%! If this seems incredible to you, ask your computer to gallop through the March, 1964 ARB! And speaking of ARB — their "Channel One" for August, 1964 rates Fargo in the toji 100 U.S. markets. In fact, 99th! No, we ain't got the tallest tower around here. All we got is the Red River Valley's most popular personalities, the best engineering, the smartest local promotion, and by far the greatest audience. Plus tremendous "espree dee core," as a visiting agency guy said recently. We believe that's French for "We get a lot of PUIS out of our work." Ask PGW! WDAY-TV AFFILIATED WITH NBC • CHANNEL 6 FARGO, N. D. PETERS, GRIFFIN, WOODWARD, INC., Exclusiie National Represenlatives 58 print media will emphasize the company's line of Royalcote woodgrained paneling and other interior decorator panels, plus prefinished Colorlok and other exterior siding, i Specialty farm and industrial products will be the subjects of ads in i a long list of trade publications. i Supporting the almost $l!/2 million advertising budget will be an appropriation of $1 million for sales promotion aids and literature for use by salesmen, lumber and building supply dealers and distributors, and industrial accounts. Thirteen western states are being given extra support. The company will sponsor a series of commercials over the ABC television network for American Football League games. General Electric Sponsors 'Story of Rudolph' on Tv The Story of Rudolph, the Red ' Nosed Reindeer, a fully animated ' color-filmed musical Christmas fantasy, will be presented as a special holiday feature by General Electric on NBC-TV Sunday, Dec. 6 (5:30-6:30 p.m. EST). The advertising agency for General Electric is Maxon Inc. Burl Ives is the off-camera voice of an animated snowman who sings and tells the tale of the little shiny-beaked buck which was barred from Santa's sleigh team until a blizzard threatened to can1 eel Christmas. The special program will pre' empt two NBC-TV half-hour color series — G-E College Bowl (5:30-6 p.m. EST) and Meet the Press (6-6:30 p.m. EST). I Boston Radio Station Received RTNDA Award The CBS owned radio station in' Boston, WEEl, has been awarded first place for editorializing in the annual Radio-Television News Di-' rectors Association's national competition. The award — one of the most coveted national awards in broadcasting — was given to WEE I foi a series of three editorials on the Boston school boycott broadcast b) Donald J. Trageser, vice presiden of CBS Radio and general man ager of WEEI, Feb. 7-25. WEE editorials are researched and writ ten by Peter Stoler. SPONSO