Business Screen Magazine (1965-1966)

.A. Aiidio-\ isiial CJoininittceiiicii [I Id r^: liolxrt Dunn, iuid Miilai Ci;.. :. Himxcn. Johimm & Johii.soii; Willis II. Pralt, Jr.. ATScT; W. J. Con[/, ()/ I'liioti Ciirhidc Fhistics: and joltii Floiij. I'iiyliiuni Kodak Co. urc-d at Ad\crtisfr!.' lunclu-oii 1/ lo ; . Ij.s Biniulls and Frank dell. Prcxidcnt, Audio Productions. Inc.; Mr. Pratt; and Willitini IS. of tin DnPonI Conipanii, an luhi rs of the national orL:,<nii:alion. ircd above (/ to r): Carl Lcnz. President. Modern Talking I'ii-lnres; . Ii( ynolds, Reiiiintittni Anns Co.; Editard C.V/.sAr//, of i.iiuitahle Life. w. lioherl Keiliitfi. Monroe luterualional; Everett Ma<j.nire. Thos. ]. lApPre.sident Hoherl Mill hell and lioherl hlneliciil </( \\sni inliifn iihiis. Adverliser Praclite* and the Bii>incs> Film As^ooialioii of Natiuiial Ailverlisers' Au<lio-\ isiial (iomniitlee Kcporl Summarizes Prudiiction & Distrihiition of 2(>'> Pi<-liires '■pill l.Allsl IN A StRltS ol pub * lishcd reports on sponsored lilnis, prepared by the Association of National Advertisers under the auspices of its Audio-Visual Committee is "Advertiser practices in the Production and Distribution ol Business Films." The new book was released on January 27th at a special meetini; of members of the Association's Audio-Visual Group, film producers, distributors and other businessmen concerned with ihe medium. I he book was reviewed and discussed at the Biltmore Hotel in New York, The new report is based on 209 business film "case histories"' received in response to an Audio\'isual C'limmittee questionnaire from among ANA member companies. Its announced purpose was to yield basic information which might be helpful to an advertiser in managing his own business film program. Important .\iidiences Are Ranked Highlights of the survey include data on audiences deemed to be most important to sponsors among the 209 case examples polled. These were listed as { 1 ) secondary and trade schools, (2) industrial concerns. (3) civic clubs, (4) public service television, (5 ) men's wholesalers, ( 8 ) women's clubs. (9) trade, business and professional associations, and (10) fraternal clubs. Audiences reached by the surveyed films varied a great deal in si/e depending on the film's objectives, time in distribution, methods of distribution and tither determining factors. Median non-TV audiences per year of film life was 47,2.'>6; median TV audience per year of film life was 1,.'>00.000. and the median total audience per year of film life, combining non-TV and I"V audiences of films having both types of distribution, was 2,13fi,000. S2'i Enlist Distrihutioii Help 4."^ per cent of the films were distributed only by the sponsor. About 37 per cent were dislribuleil by both the sponsor and an outside service such as a commercial distributor or noncommercial film library. Appro,\imately \5 per cent were distributed by an outside service alone. Ihe use of an outside service lo lunulle lilin distribution generally resulicd in larger non rV audiences. 15TH PRODUCTION REVIEW Presenting the .\.\..\. Report at hincluon were Boh Dunn, Film .Manager. Ford Motor Co. (left). Chairman of the .\\idio-\' isual Committee; and W . ]. Connelly, Mgr. of Advertising. Plastics Division, I 'nioit Carbide Corp.. Chairman of the Stibcommitlee tohich prepan d (^\-puge report on business films. According to sponsors' estimates, television generally delivered younger audiences than did non-TV distribution. Whereas about tw(.)-ihirds of the non-TV audiences were more than 75 percent adult, only one-fifth of the estimated TV audiences included as large a proportion of adult viewers. 90% Get Nationwide Showings Nearly 90 per cent of the films were distributed nationally throughout the U.S. Appro.ximately 55 per cent were shown in fiireign countries. About one-third of the productions were in distribution with 100 or more release prints. The median luiMiher of prinis per film came lo 47. .\ large majority of films in the sur\ey ( (i2 per cent) were produced by the sponsor in combination with an outside service. Roughly one-third were made e\ ( (ON 1 IN I in ON PAGE 40 ) Below: piodneer Scudder Boyd, at left ) revieus report uilh distribution e.xeeutivi }ohn Desinontl. via -pn sidi nl of I'niliil W'lirhl i'ilins. Inc. f