Broadcasting Telecasting (Jan-Mar 1963)

and has been set for hearing tomorrow (Jan. 15) in the federal court. The typographical union filed damage claims against the individual papers totalling $1,409,000 earlier in the week. A fact-finding board of three jurists has been conducting an inquiry into the strike since Sunday, Jan. 6. It was to issue a report last Friday (Jan. 11). In Washington, D. C, Rep. Emanuel Celler (D-N. Y.), chairman of the House Antitrust & Monopoly Subcommittee, explained last week that the printers antitrust suit would tend to narrow areas of the New York strike which his subcommittee might examine in its investigation of concentration of ownership of newspapers and newspaper-owned broadcast properties. If the strike comes up, it will be only tangentially, the congressman said. The subcommittee cannot go into any phase of the suit itself and would be interested in the strike only in its effects on the possible folding of newspapers, Rep. Celler said. CONFUSION BETWEEN AGENCY, CLIENT K&E's Stewart says it's caused by duplication of functions The "most dangerous" problem that faces advertising today is the misunderstanding and confusion about how advertising functions, David C. Stewart, president of Kenyon & Eckhardt, told a meeting of the Adcraft Club of Detroit last Friday (Jan. 11). He called for a reassessment of the relationship between advertising agencies and their clients, beginning with "tossing into the ashcan the old 'partnership concept.' " To replace the partnership principle, Mr. Stewart advocated that agency and client establish ground rules, spelling out clearly the obligations and contributions of each party. Mr. Stewart recommended that the advertiser be held responsible for overall market planning and the setting of marketing objectives, with the agency responsible for setting advertising goals and objectives, as distinct from marketing goals and objectives. Pointing out there often is duplication of functions by the agency and Mr. Stewart Put old ideas in ashcan the client, Mr. Stewart asserted that "we can no longer afford" this situation in view of the rising costs of advertising. He said K & E estimates, using 1956 costs as a base, indicate that major media costs will rise 19% this year and 23% by 1965. Above and beyond these actual costs, Mr. Stewart continued, there has been a steep rise in the cost of advertising effectiveness, the amount of money it takes to register effective sales messages with the public. K & E believes the answer to this predicament lies in the "more effective mobilization of advertising manpower and particularly in the more exact definition of advertiser and agency relationships and responsibilities in the total advertising program," Mr. Stewart declared. Agency appointments... ■ Motorola Automotive Products Inc., Franklin Park, 111., to Waldie & Briggs Inc., Chicago, for all national advertising directed to the automotive market. ■ Blistex Inc., Chicago, maker of Blistex and Blistik cold sore and lip remedies, to Welles-Morgan Inc., Chicago, for all broadcast advertising. ■Royal York Hotel, Toronto, Canada, appoints Kenyon & Eckhardt Ltd., in that city, to handle advertising and promotion. Royal York belongs to Canadian Pacific Railway Co. ■ Trans-Lux Television Corp., New York, has appointed Brownstone Assoc., that city, as advertising agency for Trans-Lux and its subsidiary Television Affiliates Corp. ■ Seven Arts Assoc. Corp., New York, has appointed Scope Adv. Inc., that city, as its advertising agency. Rep appointments... ■ KHAT Phoenix: Ewing/ Radio, Hollywood, as its national sales representative. Ewing/Radio specializes in country-western music stations, and now represents four stations: KWOW More research needed It is time the advertising industry starts spending more dollars to measure the impact of advertising, Dr. Thomas E. Coffin, director of research, NBC, told a meeting of the New York Chapter of the American Marketing Assn. last Thursday (Jan. 10). Mr. Coffin said the industry today can measure reasonably well the audience of an advertisement, and added: "Since total effectiveness is the product of both audience and impact, the greatest progress will come from raising the technology of impact measurement to a level more nearly comparable with audience measurement technology." Pomona, KVRE, Santa Rosa, both California: and KTOO Las Vegas, in addition to KHAT. ■ WFKY Frankfort and WMST Mount Sterling, both Kentucky: Grant Webb & Co., New York, as national representative. WHLL Wheeling, W. Va.: Ohio Stations Representatives Inc. as representative for Ohio. ■ WHJB Greenburg, Pa., WLEC Sandusky, Ohio, and WTAP-TV Parkersburg, W. Va.: Penn State Reps. ■ KWYZ Everett, Wash.: Grant Webb & Co. as national representative. ■ KPAM Portland, Ore., KETO-FM Seattle, Wash.: Broadcast Time Sales, New York, as national representative. ■ KRDO-AM-TV Colorado Springs, Colo.: Adam Young Inc., New York, as national representative. Business briefly . . . Farmers Insurance Group, through Honig-Cooper & Harrington, Los Angeles, has renewed its sponsorship of Hemingway AM West and Sports West with Hank Weaver for another year on ABC Radio West. The Hemingway newscast is broadcast Mon.-Fri. at 77:15 a.m., the sportscast, Mon.-Fri., at 5:45-5:55 p.m., on ABC West's 116 stations. Five advertisers have signed to sponsor Sports International with Bud Palmer, 90-minute sports series in color which started on NBC-TV Jan. 12 (3:30-5 p.m. EST). They are Georgia Pacific Corp. through McCann Erickson; General Mills through Knox Reeves; Bristol-Myers through Doherty, Clifford, Steers & Shenfield; P. Lorillard through Grey Adv., and Colgate-Palmolive through Ted Bates. 46 (BROADCAST ADVERTISING) BROADCASTING, January 14, 1S63