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SPONSOR PUBLICATIONS INC.
A round-up of trade talk, trends and tips for admen
SPONSOR HEARS
4 APRIL 1959 Even the aircraft manufacturing business may wind up in the tv specials fold:
coiiyright 1959 F&S&R is talking to Grumman about doing one for them next season.
Jt would be something along the lines of Wide, Wide World, running 90 minutes.
Apparently Madison Avenue's knack for appropriating the latest pet Washington phrase isn't working this time.
Nobody on the ad or marketing side has as yet flung the word ''posture" in a trade speech or announcement.
Agency managements have discovered that stock options aren't enough to keep ex ecutives from succumbing to offers from other agencies.
They now have to sweeten the pot with annuities, payment of country club dues, and similar fancy fringes.
An eager-beaver salesman for one of the radio networks has this way of net tling the agencies he covers:
Mailing carbon copies of his bid for a piece of business to the account's chairman of the board, president, general manager, and ad manager.
Watch for the print clan to urge Washington to increase the number of tv channels. Reason: This could logically lead to more tv networks.
Expected result: Fractionalizing the tv audience by market and network to the point where the cost-per-1,000 is about on a level with or above print.
Maybe it's because of some nudging from his board of directors or personal introspe tion, but the head of a company heavy in tv has abandoned his tendency to act like a George Washington Hill among his associates and agency people.
As a person to do business with, he's lately become far more tolerant, tractable and reasonable.
Because of the sensitivity of tv in measuring consumer response, the day of the prolonged test for new products is, marketingmen feel, on the way out.
Once the new product is amply and properly stocked, the manufacturer can now get schedule going quickly, gather his reaction data quickly, and put the item on a national basis much faster than just a few years ago.
Wholesale changes may result from a personnel screening now taking place i: one of the bigger agencies.
The big boss not so long ago laid down a set of concepts and procedures that he expected his executives to follow minutely. Now those found unable to mesh with t program will in due time be weeded out.
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Ml SPONSOR • 4 APRIL 1959
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