Sponsor (May-Aug 1958)

Record Details:

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r SPONSOR SPEAKS When to sponsor uhf The recent decision of NBC to terminate operations at WBUF-TV soon, its wholly owned uhf station in Buffalo, has been reported in some quarters as another nail in the coffin of uhf facilities. While uhf stations as a group are not having an easy time of it, the facts present a far brighter picture. Today the prosperity of uhf stations is sharply divided into two parts. Those uhfers in markets like Fort Wayne, Youngstown, Wilkes-Barre/Scranton, and Springfield, Mass. (to name several) that are not in competition with vhfers in their primary coverage areas are not complaining. In some instances their business records equal those of prosperous vhf stations in comparable markets. But uhf stations that are in competition with v's in their own or surrounding areas are finding it hard to stay alive. The latter is WBUF-TV's problem. It competes in its own community with two vhf outlets plus a third to arrive this fall. This tragedy is repeated in many other markets and will probably result in a similar fate unless some remedial action is undertaken by the government within the next year or two. Most important for agencies and advertisers is this: There is no stigma attached to uhf. Indeed, they have often proved themselves to be unusually productive for advertisers. Don't frown on a uhf station that is able to deliver the market in which you are interested. The stations that can do that, whether uhf or vhf, fm or am, deserve your sponsorship. How's business? WFKY. Frankfort, Ky., is another of the many stations proving that broadcasters can serve their communities bygetting the correct economic facts before the public. Ken Hart, WFKY president and general manager, ran across a news dispatch some time ago referring to "the recession in Frankfort." Since Hart saw no outward indication of a recession, he launched his own survey of his city's employment, retail sales, production output, etc. His documented findings — that business in Frankfort is as good as ever, if not better — have been widely publicized throughout Kentucky. THIS WE FIGHT FOR: More coordinated planning and action by national representatives in selling national spot (both tv and radio) on an industry-wide level. The Chicago Spot Development Council has given an excellent example ol what can he done: now for more of same. lO-SECOND SPOT! Combo: Admen are referring i Kraft's sponsorship of the new Mil \ Eerie Shoiv as "Ham and cheese." Tannery Row: An adgal we know i an uptown Manhattan agency eats 1 • lunch almost every day in Central P; and is acquiring a nice tan therel After she finishes her sandwich, il spreads out the aluminum foil it v wrapped in, uses it to reflect the sun i her face for an even browning. Happy days: A 16-year-old Lar. mont girl got to spend a whole d with Doris Day by winning the WAI , New York, contest run by veteran ( Martin Block and called "A Day Wi Day" contest. This could start a tre ! with such upcoming contests as Coma ivith Como" or "A Turn tv Holiday: Belated Memorial Dav sic about WTYM, Springfield. Ma-. F market proprietor Jim Siano forj about Friday being Memorial Day, | dered 1,000 lobsters. WTYM's Jo Sbrega heard the problem, came j with solution. When lobsters arriv at 3 p.m. Friday, radio copy was rea and campaign began. Three hours a 12 spots later, Siano phoned the stati to stop the announcements. By 8 p.] the last of the 1,000 lobsters were so And that's no sea-food story! Help: From N. Y. Times personal? WANTED, 1 cross-eyed cat, male or male, of "Calico" or long-haired va ety for feature role in TV drama; discriminate parentage of cat no pre lem. Send picture and brief descr tion to CC. 485 Madison Ave., Ni York 22, N. Y. Could CBS be scraping the bottom , the talent barrel? Hot weather retort: Two admen rm| on a sizzling summer day — 1st Adman: Hi, Joe. Hot eneu for you? 2nd Adman: I'll say it is. Jusl OBJ by Grant's Tomb and he had the d< open. Taxi! WINS, New York, offers a weit ly prize of a transistor radio to the c\ driver who sends in his most unusi experience. Recent winner was A|Gilbert who told of a woman fare w|*l hailed his cab, told him to take her the Bronx Maternity Hospital, th added, "But don't rush; I only wd there."