Sponsor (Oct-Dec 1964)

FRIDA.'V iVT 5 Coyle Foresees Global Satellite Network New York — Donald W. Coyle, president of ABC International Television, Inc., foresees a global satellite communications network which eventually will carry commercial programs throughout the world within five years. Speaking on the occasion of the fifth anniversary of the founding of ABC International, Coyle urged advertisers to plan accordingly — to think in terms of the world, rather Timebuyers To Be Target Of Radio Rate Card Survey New York — What do timebuyers want in radio station rate cards to make their job easier and faster? That will be the subject of an indepth survey to be conducted under the joint direction of Standard Rate and Data Service, the National Assn. of Broadcasters, Radio Advertising Bureau and the National Assn. of FM Broadcasters. With the target date for completion set for Jan. 15, 1965, the principal objective of the survey is to streamline the Radio SRDS, if possible cutting its length so that all radio stations can be listed in a single volume. Strong protest was voiced in the broadcast industry recently when SRDS announced its decision to eliminate monthly listing of small market radio stations and all FM stations. As a spokesman for the Georgia Assn. of Broadcasters put it earlier this month, "We view this proposal as destructive to the backbone of the nation's radio system — the small market stations who serve the needs of half of our citizens." A joint statement by SRDS and the three broadcast associations read: "Specific guidance on what timebuyers need and want in a rate card listing is urgently needed again to serve as a guide for station management. Many rate listings have grown longer and at the same time more complex. "The ultimate goal of the survey and the liaison by the industry groups with SRDS is to return to one radio book — which has been improved through streamlining — as rapidly as possible." than in terms of national markets. The ABC executive pointed out that when his division started in the fall of 1959, the concept of a worldwide satellite communications network was just "an electronic gleam in the eye of the future. Today we are moving rapidly in that direction. The number of world television sets is growing at the fantastic rate of more than a million a month; commercial television is coming to more and more nations, and, of course, international satellite television has already stirred a tremendous hunger for cultural interchange." In commenting on the future of satellite tv, Coyle also referred to the many messages received on ABC International's fifth anniversary. Congratulations came from President Lyndon B. Johnson, U. N. ambassador Adlai Stevenson, U.S.l.A. director Carl T. Rowan, New York governor Nelson A. Rockefeller and New York mayor Robert F. Wagner. ABC International is affiliated with 53 independent ABC worldvision stations in 23 different countries and is the largest independent buyer of programs outside the United States. It purchased more than $10 million worth in 1963 and expects to top that figure in 1964. Godwin Presents Views On Network Advertising New York — Demographic studies have no place in a network radio buy, argues Charles W. Godwin, vice president of station relations, Mutual Broadcasting System. "It is not designed to single out a particular segment of the market, but to cover it all." Speaking at the IRTS Timebuying Seminar in New York last week, Godwin said that the "basic thing to remember about people is that they all have the same amount of lips to paint, teeth to brush and headaches to get rid of." Godwin added that the basic advertising function of network radio is to supply tonnage at low cost and that the basic composition of any network is really a composite of America itself. Emphasizing that no single medium is perfect for everything and not every product is right for network radio. Godwin declared: "Excluding the automotive field, which is largely a financing operation, if a product costs less than two dollars; if it is used for health, beauty or pleasure; if the distribution is right; if the inherent profit structure is correct — network radio can do an excellent job." GE Places $2 Million Network Television Order New York — ABC-TV has announced that the General Electric Co., absent from television as a major continuing advertiser since the 1962-63 season, has placed a $2 million order for first quarter prime time with the network. At the same time, the network reports that orders totaling $10 million in prime time spending have been written by ABC-TV in the past week. The G.E. buy, placed through Young and Rubicam, Inc., includes Valentine's Day, Burke's Law, Ben Casey and the Sunday Night Movie. Commenting on the order, James E. Duffy, vice president in charge of network sales, said, "This order for General Electric appliances is, we believe, one of the most important we have received this season. It confirms the success of our pro graming in delivering viewers and it confirms that they are reaching the primary audiences major advertisers desire: young married households." Largest of the $10 million worth of first quarter orders reported by ABC-TV was placed by S. C. Johnson & Son, Inc., through Benton & Bowles. Participations will include such shows as The Jimmy Dean Show, Voyage to the Bottom of the Sea, Wagon Train, The Addains Family, The Sunday Night Movie, Burke's Law, The Fugitive, The Hollywood Palace and Ben Casey. Four other advertisers placed orders of over $1 million each. These include Consolidated Cigar Sales, Inc. (Papert, Koenig, Lois), John H. Breck, Inc. (Y&R), Procter & Gamble Co. (B&B) and Joseph Schlitz Brewing Co. (Leo Burnett). SPONSOR