Sponsor (Apr-June 1959)

"Sparkle and enthusiasm produce the sound all Jacksonville talks about! says DICK FELLOWS Operations Manager WPDQ Jacksonville Most people who have good voice quality and can enunciate clearly, can find a job in radio. Here at WPDQ our announcer-producers must have more than the ability to talk well. They must have sparkle in their voice and enthusiasm for their sponsors' products and services. In short, they must be true extroverts, and this quality must be made evident to our listeners by the sound of their voices. It isn't enough for us to merely tell our listeners . . . we sell them with top flight commercial production, sparked by an enthusiasm on the part of our men which reflects their pride in being a vital part of one of the nation's top radio stations. You'll be surprised what can happen to your product in Jacksonville when it's sold with sparkle and enthusiasm on WPDQ. fcjcc^J) 0. 3. Represented by Venard, Rintoul and McConnell James S. Ayers, Southeast 5000 Watts 600 KC WPDQ Robert R. Feagin, Pres. & Gen'l. Mgr. Where alert listeners tune by choice, not by chance .... NEWSMAKER of the week In an unexpected move, Whitehall Laboratories shifted its tv-created Dristan account, billing $7 million, from Bryan Houston to Tatham-Laird. Chicago. The acquisition of this business brings some important changes to the Chicago scene. The newsmakers: A. E. Tatham and Kenneth Laird, in bringing Dristan into their 13-year-old shop, now handle the second largest drug account in a Chicago-based agenc) i No. 1 is still Miles Laboratories out of Geoffrey Wade, billing $16 million). Dristan's growth can be traced directly to the effects of tv advertising, and that is where a great deal of the money will remain. \i( Tatham told SPONSOR in an exclusive interview, though exact media plans have not been formulated. Most of Dristan's previous media decisions have been the work of Harold D. Frazee, Bryan Houston \.p. who supervised the account. Speculation over the move centers on what future role, if any, Frazee will play in the Whitehall picture. According to the partners, the) did not pitch the account. "There was no solicitation or negotiation invoked on our part with Whitehall al all." Tatham told sponsor, the decision, he said, being on the basis of the agenc\ "s past performance with Kolynos. (T-L acquired Whitehall's Kolynos account a year and a half ago.) To service the account, the agencv will expand its New York office, which up to now has been chiellv a service office "for Iv and radio commercials. Though the account will be considered Chicago-based, with all creative work and account planning done there, the agencv. intends to build a "compact but complete team of creative and marketing people to work on the account in New ^ oik. The additional Whitehall billing moves Tatham-Laird from fifth to fourth place among Chicago agencies. (See SPONSOR-SCOPE tor a rundown id present billings among top Chicago agencies.) Hut Dristan and its $7 million billing (with an additional $1 million in lest products! will not be the largest account in the T-L shop. The agency's portion of P\G I FlulTo. American Family, Mr. ('lean1 is its biggest single slice of business. Other principal accounts: \hbott Laboratories. General Mills. Parkei Ten. P\G. C. \. Swanson (Campbell Soup subsidiary I, Toni, Wander Co., Wiedermann Brewing. According to the partners, "their growth philosophy has been to . < > 1 1 i « I < ■ i oidv the big ones." The) started out with \bbott Laboratories and Bendix washing machines in l'Mo and have grown to theii present $25 million billing position in 13 years. The partners met at Y&R's Chicago office in the late '30s. Tatham had been advertising-merchandising director of the Kendall Co., Laird had Keen advertising v. p. of W eco Products. \llci -living Navv Mini-, the tWO men founded their own agencv in Chicago. Laird is president. Tatham is chairman ol the hoard. ^ SPONSOR 16 \m 1959