Sponsor (Oct-Dec 1964)

s^ 48 50 sponsor. NOVEMBER 30, 1964 • VOL. 18. NO. 48 31 Syndication: it's changed, but business is strong Special SPONSOR survey of leading distributors of progranvs and features shows syndication thriving despite problems of product supply, with color tv presenting new horizons 34 Color: new sales horizons for syndication today A growing number of syndicators now offer a variety of color programing 36 Full-sponsorship deals are still a favorite Regional advertisers continue to buy first-run programs for midtimarket spreads, but product shortage has meant cutbacks. Feature "specials," however, show gains 38 Off-network shows are prime syndication supply Seldom bought by advertisers in fidl-sponsorship deals, offnetwork shows are generally purchased by stations and sold as spot carriers 40 First-run shows in short supply; new ones move fast Syndicators lay blame on rising production and residual costs 42 Late model features are a hot item Features are a prime source of color programing for stations at local level 45 Talent residuals — the 'big nut' in syndication Steady rise in rerun payments to talent has provided a bonanza for performers, but a profit squeeze for tv distributors who feel residuals may kill off show supply An adman's 'Who's Who' on syndication executives Top administrative and sales executives in syndication field are a unique breed Spot tv advertiser's guide to syndication A reference list of leading syndication companies, their top officials, and a brief profile of the company's area of specialty DEPARTMENTS Calendar Changing Scene Friday at Five Inside Sponsor Letters 64 Publisher's Report 1 1 56 Sponsor Scope 26 3 Sponsor Spotlight 62 1 2 Sponsor Week 1 7 1 2 Week in Washington 1 3 SPONSORli: Combined with TV, U.S. Radio, FM® is published weekly by Moore Publishing Company, a subsidiary of Ojibway Press, Inc. PUBLISHING, EDITORIAL AND ADVERTISING HEADQUARTERS: 25 West 45th St., New York, N. Y. 10036. Area Code 212 581-4200. CIRCULATION, ACCOUNTING AND DATA PROCESSING HEADQUARTERS: Oiibway Building, Duluth, Minn. 55802. Area Code 218 727-8511. CHICAGO OFFICE: 221 North LaSalle St., Chicago, III. 60601. Area Code 312 CE 6-1600. LOS ANGELES OFFICE: 1655 Beverly Blvd., Los Angeles, Calif. 90026. Area Code 213 628-8556. ST. PETERSBURG OFFICE: 6592 North 19th Way, St. Petersburg, Fla. 33702. Area Code 813 525-0553. SUBSCRIPTIONS: U.S., its possessions and Canada $5 a year; $8 for two years. All other countries, $11 per year. Single copies, 40c. For subscription information write SPONSOR, Subscription Service Department, Ojibway Building, Duluth, Minnesota 55802. Second class postage at Duluth, Minnesota. Copyright 1964 by Moore Publishing Co., Inc. President and Publisher Norman R. Glenn EDITORIAL Editor Sam Elber Feature Editor Charles Sinclair News Editor William S. Brower, Jr. Special Projects Editor Ben Bodec Managing Editor Don Hedman Senior Editor William Ruchti Associate Editors Barbara Love Gayle Hendrickson Editorial Assistant Patricia Halliwell Contributing Editor Dr. John R. Thayer Washington News Bureau Mildred Hall Field Editors Ernest Blum (East) John Bailey (Midwest) Production Editor Emily Beverley Regional Correspondents James A. Weber (Chicago) Sheila Harris (San Francisco) F. P. Model (Boston) V. Robert Vans (Hollyv^ood) Margaret Cov/an (London) SALES New York Gardner Phinney Chicago Jerry Whittlesey Los Angeles Boyd Garrigan St. Petersburg William Brown Advertising Production Louise Ambros ADMINISTRATION Editorial Director Ben Marsh Production Director Harry Ramaley Circulation Director Joe Wolking Data Processing Manager John Kessler Circulation Promotion Gerhard Schmidt i SPONSOR ft