Broadcasting Telecasting (Oct-Dec 1963)

ANOTHER VALUABLE ADVERTISING OPPORTUNITY ON WNBC-TV N EW YORK Delivers a top morning audience at attractive new rates for both one-time and multiple spots, as well as economical part sponsorship. HERE'S HOW IT WORKS YOU BUY any number of :60 commercials, for as little as $210 (5 x/wk) or $250 for a single spot ... or invest in quarter hour sponsorship for $487 (end rate). YOU GET a most sizable audience of both children and adults in this 9-9:55 AM, MonFri period. PLUS the persuasive selling power of a live, lively local show that was extended from 30 to 55 minutes literally "by popular demand." IT GIVES YOU MORE FOR YOUR TELEVISION DOLLAR Ask your WNBC-TV or NBC Spot Sales Representative for complete details. WNBC-TV NEW YORK South Dakota Broadcasters Association; and William S. Morgan, knor Norman, Okla., and president of the Oklahoma Broadcasters Association. Congressmen who made separate statements included Representative Kenneth A. Roberts (D-Ala.), who said the commission "is reaching ... to make the broadcaster more amenable to its dictates"; Representative Graham Purcell (D-Tex.), a sponsor of a bill identical to the Rogers bill; Representative W. Henry Harrison (R-Wyo.), who delivered a statement for the Wyoming Broadcasters Association that stressed the danger of the FCC proposal to broadcasters, serving widespread areas that rely almost entirely on broadcasting for news and other vital information, and Representative John O. Marsh Jr. (D-Va.). Concern over costs and advertising effectiveness, the search for creative talent and the emergence of the expanding Negro market dominated discussions at the three-day annual eastern conference of the American Association of Advertising Agencies in New York last Wednesday through Fridav (Nov. 7-9). Thirty-seven speakers and panelists participated in 10 events during the conference. During a special keynote session for all member agency personnel, a panel of scholars, consultants to industry and spokesmen for consumer interests discussed ways in which psychology, economics and sociology could play roles in advertising. The Negro Area ■ One of the most significant aspects of the conference was the attention devoted to the Negro market. An entire session was devoted to this subject last Friday and during an earlier panel, one speaker, David B. McCall, vice chairman and creative director. C. J. LaRoche, said the Negro group represents one of three major areas in which "advertising may find its most able and brave leaders for tomorrow." Stressing that there is a need for young creative talent, Mr. McCall suggested that the void can be filled by qualified Negroes, by top-flight students in colleges and graduate schools, and by the "outcasts of civilized school life — the dropouts, the dreamers, the rational kooks." "I often think what a matchless copywriter James Baldwin would have made," Mr. McCall observed. "Brilliant. Lucid. Impassioned. Unfair. Committed. Arrogant. Baldwin is almost the sum E. L. Byrd State association spokesman total of the good copywriters I have observed. He would have been hell to get along with, but my, oh my, what campaigns he would have turned out." Mr. McCall also urged that agencies seek out the brilliant students from law schools, the classics scholar and winner of scholarships in painting. He stressed, too, that agencies should not overlook the "outcast" group, consisting of school dropouts and "dreamers." He pointed out that many from this group already have made their mark in advertising, and mentioned the following as not having completed college — consultant James Webb Young, Rosser Reeves of Ted Bates, Emerson Foote, of McCann Erickson, Norman Strouse, of J. Walter Thompson, and Raymond Rubicam, one of the founders of Young & Rubicam. The Negro market was explored by Michael J. Donovan, vice president and media manager of BBDO, at a session scheduled for last Friday. He paid particular attention to media considerations and concluded that, at present, only Negro radio can compete efficiently with the non-Negro media. Mr. Donovan reported that the Negro obviously is represented in the audiences of all general media. With respect to television and radio, Mr. Donovan said they both are powerful media to reach the Negro, but indicated research is needed to ascertain more about the Negro programing taste. Profit Or Pandemonium ■ In a panel discussion of new product development titled "Profit or Pandemonium," Donald Armstrong, senior vice president, J. Walter Thompson, called for delegation of authority in new product decisions to 4A'S COVER AD SPECTRUM 'Top students, qualified Negroes, outcasts' considered best sources of young creative talent 50 (BROADCAST ADVERTISING) BROADCASTING, November 11, 1963