Sponsor (Oct-Dec 1964)

THE BEST Year's end is the time when the jard attitude to the news and the Sweeping examinations of the nuts and boits features we've threaded for the past 12 months are crowded by a kind of affection for the beats we've scored, the scoops we've unearthed and the contributions the Sponsor editorial team has made to our corner of the world of communications. Since advertising and trade journalism are notorious for the checker-board moves of personnel, there's quite a measure of satisfaction in the stability of the Sponsor editorial staff and its esprit de corps that has gleaned a full measure of plaudits from our readers. The number of major reports on segments of the broadcast advertising industry has grown during the past year and more are scheduled for 1965. Outside of our own doors, a new maturity has settled on the shoulders of the broadcast media men and the broadcast advertisers — and they're going to need every ounce of it. Each new notch in the guns of their success sets their records up as targets for their own need to progress as well as for their actual and would-be competition. As the clinical lab where the case histories, methodology and prognoses of broadcast advertising are documented as the working text for the practitioners and decision-makers in the field. Sponsor will continue to research and detail those facets that will contribute most to the health and progress of air media and their clients. From all of us, to you, a collective wish for a healthy, happy and prosperous 1965. <^)CUM.SZfo^S Oversight Unintentional May I point out what seems to me a whopping oversight in your Nov. 30 articles "An Adman's Who's Who On Syndication Executives" (page 49) and "Spot Tv Advertiser's Guide to Syndication" (page 50). To supplement the information in the Sponsor article, Radio and Television Packagers, Inc. and its affiliated companies are both producers and syndicators of the following packages: Cartoon Classics — now 360 episodes (the largest package of cartoons in syndication, I believe). Jiitii^'lc — 59 subjects. ( Both the above are syndicated through Radio and Television Packagers, Inc.) Knockout — 1 20 subjects ( through Turn of the Century Fights, Inc.). Greatest Fights of the Century. — 93 subjects (through Greatest Fights of the Century, Inc.). Plus various boxing specials, including: "The Floyd Patterson Story" (one hour), "Liston vs. Clay Special" (half-hour and onehour versions), "Turn of the Century Fights" (one hour). (All the above boxing specials are through The Big Fights, Inc.) Total volume for these packages in world wide markets is considerably greater than some of the companies you listed in your recent articles. After considering these facts, 1 think you'll agree with me that Bill Clayton and Radio and Television Packagers, Inc. belong in any syndication story. Lee Dalia Assistant to President Radio & Television Packagers, Inc. New York ED note: The basic intent of Sponsor's recent survey of the tv syndication field, as stated in the special report, was to acquaint advertisers and agencies with the status of the syndication business today, and "some, but not all" of the companies and executives in the field. No slight was intended in leaving out of the article, listings, etc., of several successful "specialty" syndicators of sports programs, children's shows, huntingand-fishing series, business films available free to stations. Furthermore, syndicator rank in the international market — on which Sponsor hopes to have a special i report in 1965 — was not a factor in determining inclusion in the Nov. 30 report. Deep Bow Another deep bow of thanks from TvAR for your coverage of our brand comparison report [Brand Popularity: It Still Zigzags," Dec. 7.] We appreciate the space and treatment you gave our study. Robert M. Hoffman Vice President-Marketing Research TvAR New York Seconding the Motion Amen to your editorial, "Wasilewski & Co. Make a Good Team," in the Dec. 14 issue of Sponsor. The NAB would be in good hands with Vince Wasilewski 'quarterbacking.' There are few men in our industry who have the experience, judgment and desire of Vince. Let's hope that your suggestion is heard. E. J. McKernan, III Secretary-Treasurer KVOE Emporia, Kan. Report on Puerto Rico ... I found the special report on Puerto Rico ["Air Media Grow in U.S. Island Commonwealth," Nov. 16] very interesting, and several of its statistics most enlightening. . . . Roberto Sanchez Vilella Governor-Elect Commonwealth of Puerto Rico San Juan, Puerto Rico 12 SPONSOR