Sponsor (Oct-Dec 1964)

round it uses radio in Boston, New York and Chicago, and adds additional markets to its schedule during the Christmas season. Bache, on the other hand, prefers the business program as its ad vehicle. It regularly sponsors fiveminute stock market reports in "about 10" major markets. Hirsch airs one-minute spots during general news reports — preferring this fare to business news — on several facilities in the New York metropolitan area. Another AF-GL account, Merrill Lynch (the nation's largest stock broker), has tried radio (and tv) on several occasions. After each excursion into air media, Merrill has pulled back into print, and currently prefers a paper image. The Doremus agency is also steeped in financial lore, counting several brokerage houses among its clients, including two radio regulars — Paine, Webber, Jackson & Curtis, and Goodbody. Both sponsor five-minute stock market newscasts. Paine Webber is in about 10 markets, and Goodbody in approximately half as many. Paine Webber has used radio for the past two years, and has found its sponsorship to be "very successful," reports a spokesman for its agency. Schwabacher & Co. (sec Sponsor, May 18. 1964. p. 53). long associated with news sponsorship on KCBS San Francisco, recently snapped up that station's coverage of the California primaries. Schwabacher also bought a schedule for its oneminute humorous spots which have been favorably received since their introduction last April. The firm believes that its waggish approach to the bullish and bearish represents a departure in investment advertising. Other brokers around the country who have found that radio advertising pays off include: Marshall Co. in Milwaukee; Chicago's A. C. Allen; Boenning Co. of Philadelphia; Harris Upham in Boston. Chicago. New York, and other top markets; Shearson Hammill (New York); Albert McGann in South Bend; and E. F. Hutton in Los Angeles and New York. a coming trend: the entry of more brokerage firms into video. Strangely, Wall Street has made little use of the medium, unlike other finan cial institutions such as banks and savings and loan associations. "Use of television by more brokerage firms is inevitable," he de clares, "because tv most effectively and elequently conveys the true human interest of the brokerage business." ♦ nouncements in 25 of the top 75 markets, laying out just over $12, 000. In toto, expenditures during . , these two typical weeks were $27, I 1754 for 377 commercials — not an impressive figure for, or in, the : financial world. Credit for the lion's share of the outlay during both weeks goes to Dreyfus & Co., probably the industry's biggest tv spender. In 1963, Dreyfus' outlay was just under $200,000, according to TvB. Perhaps one answer to encouraging more Wall Street participation in video lies in devising new proj gram formats that do more than I just add sight to the sound of stock market quotations. On the other hand, Dreyfus' tv success illustrates how creativity can do a job in a medium that other financial firms say "doesn't work for Wall Street." In 1957, Dreyfus began a campaign that made its mutual firm a household name. Through Doyle, Dane, Bernbach, the investment company's now famous spot shows a lion emerging from a Wall Street subway to walk up the steps of the Dreyfus building — apparently the first lion to hold a seat on the exchange. Using a minimum of audio, the commercial ends with the animal leaping up on the logo of the firm's name — the Dreyfus Fund's trademark. To promote its brokerage business, Dreyfus has a humorous animated cartoon spot featuring a chat about investments by venerable "bluebloods" engaged in a ping pong match. Bache & Co., another leading Wall Street house, uses tv only when opening branches in markets new to the firm. To date, tv has been used in conjunction with openings in Parkersburg, W. Va., and Binghamton, N.Y., via Albert FrankGuenther Law. Harris Upham first tried tv in the early '50s, when the firm sponsored a newscast on WOR-TV New York. It used tv again in the late '50s with a season's sponsorship of Meet the Press locally in New York. A spokesman for the house notes that there was "no sustained impact over a period of time" to warrant a continuation of tv advertising. The firm has since used radio and print media. Sutro Bros. & Co. entered tv in 1959 with sponsorship of portions of Open End on WNTA-TV Newark, N.J. (now WNDT, an educational facility). Sutro reported that it was pleased with the results, but it has not used air media since. The nation's largest brokerage firm, Merrill Lynch, reports that it first experimented with tv in 1948, subsequently tried the medium on "one or two other occasions." The firm has not found tv (or radio) to its liking, citing high costs, lack of impact. Several other smaller houses, including a number in Los Angeles, have, from time to time, aired spot announcements. But the success of Dreyfus, with the current exception of Edwards & Hanly. has yet to inspire the industry to give tv a serious try. ♦ November 23, 1964 39