Broadcasting Telecasting (Oct-Dec 1959)

findings that are contradictory. Specifically, this is what leading agencies say about tv today: MacManus, John & Adams • Mark Lawrence, vice president for radio-tv at MacManus, John & Adams, New York, does not believe the investigations will have any effect on the future of tv as an advertising medium, nor have they changed his ideas about the effectiveness or tv, "but if the investigations help to make bad commercials better, then I'm glad to see it," he remarked. "There has been no necessity for our agency to change any of its operating policies," he said. "Ad agencies should not be in show business but they should try to get the best production people for both pack Compton's Cummings aged and network programs . . . that is my personal theory." Regarding the spot-carrier concept, Mr. Lawrence feels that "with very few exceptions the viewing public doesn't know and doesn't care about commercial concepts . . . viewers only get concerned over too many commercials or when they are particularly annoying." Erwin Wasey, Ruthrauff & Ryan • Rollo Hunter, vice president in charge of radio-tv for Erwin Wasey, Ruthrauff & Ryan: "The investigation will have one positive effect: it will put all of us in the industry on our toes. It will upgrade programming and, in the long run, improve commercials. We all will have to exercise more care in the production of commercials. I personally do not feel that advertiser influence on programming is necessarily bad. Many of us have had experience in programming and our background can be helpful to a packager. In sum, the investi 20 (LEAD STORY— BROADCAST ADVERTISING) gations may well have a very salutary effect on tv." Compton Adv. • Bart Cummings, president of Compton Adv., does not believe that the investigations will have an "adverse effect" on tv as an advertising medium. On the contrary, he feels that tv will emerge stronger than ever because all elements, prodded by warnings, will exert more effort to improve all phases of the medium. He acknowledged that his agency and its clients have discussed the situation over the past two months and he said clients will insist on "proof of performance" of claims made in commercials. Doyle Dane Bernbach • Maxwell Dane, vice president and partner in Doyle Dane Bernbach, New York, EWR&R's Hunter voiced the belief that the investigations will prompt both program producers and commercial producers to upgrade the quality of their end product. Advertisers, he said, have indicated they will be much more selective in the programs with which they will be associated. They will ask their agencies to prepare commercials "with a ring of sincerity and believability" and eliminate those with "exaggerated claims," he said. In the long run, according to Mr. Dane, the investigations will upgrade all advertising, including ads in newspapers and on radio, which "are not entirely blameless.' Mogul Williams & Saylor • Leslie L. Dunier, vice president in charge of radio-tv for Mogul Williams & Saylor, New York, doubts if there will be "a really dramatic or significant change in tv with respect to its effectiveness as an advertising vehicle." But he stressed that "greater care and vigilance" will be exercised to eliminate "any hint of suspicion where suspicion may have once conceivably arisen." He acknowledged that as a result of the investigation, MW&S is "more careful than ever before with respect to the substantiation of claims made by our clients." Mr. Dunier said that when quiz shows return to the air (and he expects them to), they will accent entertainment and participation rather than cash rewards. He endorsed the spot carrier concept, largely because it permits an advertiser to engage in nighttime network advertising "with a budget that certainly would preclude its participation as a sponsor or a co-sponsor of a half-hour program in prime time." Guild, Bascom & Bonfigli • Miss Reggie Schuebel, vice president in Parkson's Bergmann charge of network relations for Guild, Bascom & Bonfigli, New York' and San Francisco: "Tv is and will continue to be the mass medium of advertising — and investigations cannot change that. I would say that tv is and will continue to be effective. The investigations have not changed the minds of the public — the viewers are still extremely receptive to broadcast advertising. It is my belief that advertisers have a right to influence the type of programming they want to associate themselves with — the matter of 'proper climate' is a most important factor advertisers must consider." Cohen, Dowd & Aleshire • Harry B. Cohen Jr., vice president of Cohen, Dowd & Aleshire, New York, voiced the view that the current developments will have "a very beneficial and positive effect on tv as an advertising medium." The result, he said, will be "a more entertaining, interesting programming" and "better commercials and greater strength for tv." He asserted BROADCASTING, December 28, 1959