Broadcasting Telecasting (Jan-Mar 1960)

Montreal VERMONT Rutland VITAL NORTH COUNTRY . . Pictured here is an area from Albany, New York to Montreal, Canada which has become part of a new linear city. The population explosion which has been of national consequence makes the WEAV audience one of the leading buying groups of young people in the country. Your sales messages on WEAV will create immediate demand for your products. AM 6l FM 960 AM, 99.9 meg. FM PLATTSBURGH, N.Y. AFFILIATED WITH ABC discussed only briefly and were put over until Friday without any action being taken. Present Laws • In announcing last Thursday that it was drafting new legislation and rules, the FCC pointed out that present laws reach only station licensees. "Evidence indicates that many objectionable broadcast practices have been due to the methods of program packagers and disc jockeys who are not directly subject to the regulatory powers of the FCC," the Commission said. "Accordingly, the Commission is drafting supplemental legislation and rules which would provide more effective control in such matters." The announcement made no mention of the Friday meeting or of the proposal already up for consideration but did outline many of the provisions to be considered. BROADCAST ADVERTISING PEPSI PLANS GIANT RADIO TAB $1.5 million budgeted for networks alone Pepsi-Cola's sociability with radio continues this year with $1.5 million earmarked for a five-month, all-network radio campaign, the biggest yet for the beverage advertiser. Pepsi bottlers also will invest substantial sums of their budgets in spot radio to supplement the parent company's drive. Though Pepsi-Cola Co., New York, has used the four-network buying spree in the past two year's, this year's campaign starting at various dates during the past week or this week, was described by William C. Durkee, Pepsi's vice president in charge of marketing, as "major" in comparison. The approaches in the past two years he described as a "field test" and "limited edition" of what the advertiser will put on the air this year. Pepsi's ad plans were spelled out at a convention of Pepsi bottlers in New York last week. This year's overall budget of the parent company and bottlers was estimated at $32 million, a record annual ad expenditure by the soft drink company. Bottlers, Too • The bottlers were urged by Mr. Durkee to give their support to the campaign. One bottler at the convention said he would finance a $250,000 spot radio campaign. Pepsi officials pointed out that sales in all bottler areas will be measured during the network radio campaign. Local bottlers will be urged to spend an additional amount in spot radio next year to compare with increases found to result from the current radio campaign and related promotions. Kevin B. Sweeney, president of Radio Advertising Bureau, last week termed Pepsi's 1960 radio plan "a dollars-andcents testimonial to radio's selling power— from a company that originally built itself to sales prominence with one of the best-remembered radio campaigns of all time." Nationally Pepsi will air 218 an nouncements each week during the five months. Pepsi and agency Kenyon & Eckhardt estimate some 5.5 billion impressions will be made. The commercials will cover the 7 a.m. to 11 p.m. period seven days weekly with the heaviest concentration Wednesday-Sunday. Most commercials are scheduled as participations within newscasts. Adjacencies and participations in other types of programs also are being used, for example, NBC's Monitor; ABC's Teen Town, and Wonderful World and in CBS' Impact plan as well as in daytime dramas. A variety of commercial lengths will be used from full one-minute down to fiveword messages, all based on Pepsi's "Be sociable . . ." refreshment song newlyrecorded by singer Pat Kirby. Mutual's Pepsi schedule will consist entirely of 50-per-week and 30-second announcements in news broadcasts. Satisfied client The ReaLemon Co., Chicago, bought into The Jack Paar Show last year and became a satisfied sponsor. In fact, its sales surged 35%. On that basis, it's renewed for 1960. The client, through Lilienfeld & Co., has purchased one-minute participations "at a frequency of more than one a week." Orchestra leader Jose Melis will handle the commercials. Says the sponsor: "The personality-product identification approach brings the best results." ReaLemon also has purchased tv participations on Ruth Lyons' Fifty-Fifty Club over the Crosley Network (WLWT [TV] Cincinnati, WLWD [TV] Dayton, WLWC [TV] Columbus and WLWI [TV] Indianapolis), plus minute spots on WGN Chicago's Trafficopter.