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" JAXIE" Salutes Budtveiser
The Anheuser-Busch Brewing Company has joined the Honor Roll of Advertisers who chose WFGA-TV to carry its sales messages to more than a quarter-million FloridaGeorgia TV homes. Budweiser is sponsoring "Flight", from 7:30 to 8:00 PM on Thursdays, and this fine show -combined with WFGA-TV programming — will provide top selling power for the Anheuser Busch Brewing Company.
"Jaxie" is proud to have Budweiser and the D'Arcy
advertising agency on its growing list of prestige advertisers.
NBC and ABC Programming Represented nationally by Peters, Griffin, Woodward, Inc.
WFGA-TV
Channel 12
Jacksonville, Florida
FLORIDA'S COLORFUL STATION
Timebuyers at work
Doug Humm, Charles W. Hoyt Co.. Inc.. New York, feels that t\ stations need more showmanship in their formats, especially the feature film segments. "The tremendous popularity of feature films has somewhat crippled the imagination of many stations," Doug says. "Hour after hour, the) grind out films, and make no effort to enhance the films' interest or make them different from those on competing channels." Doug thinks that most feature film blocks would be helped by a highly personalized approach. He points out that some stations using colorful announcers to introduce films and narrate the bridges have created personality programs in their own right. "\ feature film need not I"' ^^^^f^L ^^^
show lend itsell ^L "^m fl
to this approach. The personality ^^^^^^^^^ m. ^i^i^M should be a focal point for the program. Change of pace is a basic dramatic device and. rather than interrupt the mood and continuity of the films, the good announcer provides a necessary relief from the sameness of the film in addition to his own entertainment values.
Frances Lindh, Batten. Barton. Durstine & Osborn, Inc., New York, feels that radio in main markets is "still a jungle where dog-eat-dog competition between stations does a great deal of harm. Stations in highly competitive markets often forget that sharp practices to get sales create an unhealthy climate which undermines advertisers
respect For the medium. Too much concern about the immediate dollar, rather than the long-range approach to selling, frightens away new clients, makes many old ones doubtful." With regard to televi« sinn. Frances thinks thai the medium i going through main significant changes, especially in spot "" Agencies and advertisers are more aware than the) were a Few seasons ago of tv's total deliverj \ aluc" I ranees says. "" As prime lime >|iui> became more difficull to get, fringe times, saturation and daytime packages were used, and quite effectively. Advertisers have found thai l\. with its tremendous audience at all times, gives them a latitude in their schedules. Programing better slanted to ii audience has al><> dime a great deal l" increase total impact.
SPONSOR
9 m\i 1959