Sponsor (Oct-Dec 1964)

Stop Selling Against One Another'--TvB Exec Board chairman C. George against competing media, New York — Labeling his report, "How to be a glutton without being a cannibal" ... or "Other media taste better than television," C. George Henderson, TvB board chairman, last week urged members of the tv industry to stop selling against one another and concentrate on competitive newspapers, magazines, outdoor advertising and direct mail. "We eat away at another part of television, the same television we all represent," Henderson declared at TvB's annual meeting. "We feed one part of the industry to another part of the same industry and the total gain is nothing." TvB was created to help sell more television and to get more and more dollars for tv — not to Henderson calls for fight emphasis on selling more tv pass "the same old lump of business back and forth among us," Henderson pointed out. The TvB's chairman asked, "Have you ever wondered what would happen if suddenly we all decided that our real competition was not each other, but newspapers, or magazines, or outdoor?" What a business we could have, Henderson continued, "if we stop Hazard To Head TvB's Nev^ Detroit Office New York — W. Eldon (Hap) Hazard, advertising and broadcast veteran, has been named vice president and manager of the Television Bureau of Advertising's new Detroit office. He comes to the post after a stint at J. Walter Thompson's Detroit office where he was vice president in charge of radio and tv. In announcing the appointment, Norman E. Cash, president of TvB, said: "We are indeed fortunate to be able to announce the appointment of Mr. Hazard as our Detroit manager for he brings to our organization an unusual automotive advertising background ideally suited to fill this important assignment in the nation's automotive center." Hazard had previously served with both CBS and BBDO, New York. pcd looking at each other's television screens as our own new-prospect list, and remembered that the best shopping lists of all are found in our daily newspapers." Henderson added: "As long as there are dollars being spent in newspapers and magazines by advertisers we know could do better with their dollars spent on television, I don't think we have the time or the effort to fight each other. The fat cat on the fence is getting fatter while we work so hard to destroy each other." TvB Premieres 1965 Sales Presentation New York — Television Bureau of Advertising last week unveiled "Prologue," its 1965 sales presentation before an audience of 2000 advertising and television executives at TvB's 10th annual membership meeting. Theme of the 29-minute presentation was "Because the cost of reaching people will probably never again be as inexpensive as it is today, advertisers must ask each advertisement to do more." "Everybody is in competition whether we know it or not," TvB reported, "and yesterday's limited advertising budget to accomplish yesterday's limited objectives can't win today's battle of total competition. Yesterday's level of business i may means no business tomorrow." ; The sales presentation uses cuts from 129 different national and local tv spots aimed at illustrating the many marketing and creative uses to which today's television is being put. Prints of "Prologue" will be made available to TvB members for showing in their own markets. Also. , a Dec. 3 showing is slated for Canada. Enjoying themselves at a banquet during the TvB meeting are (from left) C. Wade Petersmeyer, Corinthian Broadcasting; John Fraim, WTVN Columbus, Ohio; Fred Thrower, WPIX-TV New York; Nick I. Gearhart, KHOU-TV Houston; John Tillman, WPIX-TV New York; Bud Rogers, Taft Broadcasting. 16 SPONSOR