Sponsor (Oct-Dec 1964)

GOLDEN EGGS How much is a viewer worth? To the sophisticated timebuyer and cHent, that question raises a multitude of other questions involving all of the elements that go into evaluating the kind of buy that will realistically relate the number of potential viewers to the number of potential sales of a product to the viewing consumers. But it puzzles me that the goosekillers remain unaware, seemingly, of these elementary considerations that conspire to shape and size the golden eggs of both commercial and entertainment products on tv. In a recent issue I reported on the bemoaning by Screen Actor's Guild president Dana Andrews, of the greater dollar earnings by actors in commercials over actors in film entertainment. Mr. Andrews did not take note, in his speech to the SAG membership, of the great numbers of actors who earn considerable money in both areas. Neither did he recognize that the television industry — which collectively outspends the movie industry by over $10 million dollars on actor earnings alone — should be commended, nor did he suggest that it was therefore entitled to some loyalty. He called, instead, for support of pay tv. There is at least one other facet to the dollar value of a viewer — syndication, which is a major source of residual earnings for many working talents. It's a big business. It's a risky business for the syndicator who may possibly never get his investment back, let alone a major profit. A close look at this industry — the largest supplier of non-network programs in the country — by Charles Sinclair, begins on page 31. It should have real meaning for all levels of the broadcast advertising industry. Pin-Pointed Praise As a subscriber lo Sponsor, may I take this opportunity to congratulate you on sonic of the outstanding and interesting portions of your magazine, particularly Friday at 5 and Sponsor Scope. Thomas M. McAuliffe General Manager WSRO Radio Marlboro, Muss. Story Is Sales Aid Your story about the WPEN Sept. 28 issue, certainly was read by the right people. We found that when we went to make our sales presentations many prospects had already read your story and were familiar with our idea. You'll be interested to know that we just went to press and the promotion is completely sold out. Obviously, your magazine and our promotion are sponsor oriented. Erwin Rosner General Sales Manager WPEN-AM-FM Philadelphia Muchas Gracias Congratulations on your Oct. 19 "Special Report on the SpanishLanguage Market." It was excellent and we in Spanish-language radio are most appreciative for the excellent manner in which Sponsor presented it to the vast potential users of our specialized media. Daniel C. Park National /Regional Sales Director KEVT Tucson No Lobbying In your issue of Sponsor for Sept, 8, 1964, you state on page 30: "In New England, the New England Gas Assn. (NEGA) had been in the lobbying business since 1926." This is an untrue statement and one which could be damaging to the reputation and future of this association. This association at noj lime has engaged in any way, either directly or indirectly, in efforts to influence legislation or procure the passage of any bills. We now request that you prompt ly publish a retraction of this mis-n^ statement and that you give it appropriate prominence so that it will be read by your subscribers who i read the Sept. 8 article. Ci ark Bei.den' Managing Director New England Gas Assn. Boston Fine Job Just a note from one ex-demo to another to tell you that the character merchandising article, "1965:' Big Year for Character Licensing," Nov. 9, was an excellent one — a fine job by a fine publication. ' Norman A. Lunenfeld Merchandising Manager NBC New York '.JUS jesii KQV Flips Turned to page 40 of last week's I Sponsor [Oct. 26] and flipped at| the great spread Alcoa Theatre 14J received .... Also the voting bit. Just wanted to tell you we think! it was great — not only KQV but| Alcoa and ABC. Anthony J. CorteseI Director of Coniniiinitv Affairs KQV Fittsbiirgh B. B. Shot I don't want to be tabbed a gifthorse-in-the-mouth looker, but I'd ' sure appreciate it if you could spell ' my name correctly — vis Nov. 2 issue, page 41. B. B. Randolph. Manager, Radio and Television Alinninum Co. of America Pittsburgh ED note: Our printer's devil will] write it 500 times. Jliltt bart MC ISDj Ixsj m 12 SPONSOR