Sponsor (Oct-Dec 1959)

Perfect Test Market Western Montana Offers: • 51.00O TV Homes • Dru^ Sales Index 167 • Food Sales Index 145 • Auto Sales Index 176 O Retail Sales Index 143 (Source: NCS #3; Sales Mg+. 1959) Perfect Test Station KMSO-TV del ivers: • Captive Audience in 90% of the Area • Dominates the 10% Remainder Completely • Now the Only TV Station on the Air in Western Montana • Low Cost/1,000 Homes (Source: FCC Data; ARB '58-'59) KMSO-TV ''T' MISSOULA, MONTANA • SPRINGFIELD • DECATUR • CHAMPAIGN-URBANA '^7(/Ae^ Mid /Ime/Uca rr s. #59 METROPOLITAN MARKET GRADE WESTINGHOUSE {Continued from page 37) • Rely on the concept of the program rather than technical devices. A good tv idea can be conveyed with silent film and voice-over, with stills interspersed with moving film, with on-the-spot recording which gives momentum and authenticity. • Try to develop new methods of presentation rather than copying the tried-and-true. In news, for example, stress human values as well as the facts, and take the time to report a story in depth to dredge up angles which local papers haven't bothered with. • In editorializing, delegate the choice of editorial position to the source of the editorial responsibility — station management. Have someone in a strong station position do on-theair declarations for the stations and thus give identification to listeners and viewers with an "I" rather than with a "corporate we." • Build a station (or a network) image of public responsibility and interest which, in turn, pay off with the kind of community acceptance advertisers and agencies seek. The group met from morning through late evening for three days to meet the challenge tossed by Westinghouse President McGannon at the opening of the conclave. Attendees at that time were charged with exploring and developing "new techniques, newly clarified concepts, new inspiration and new challenges." WBC met its own challenge to creativity in adapting Western and Japanese themes — both strong influences in the development of the Bay area — for the presentations. There were cowboy songs and Japanese music. The vast auditorium was bedecked with a cyclorama screen, specially designed round table for panelists, growing plants, flowers, trees, a running fountain and a mobile of brightly colored Japanese lanterns. Luncheon menus, specially designed, extended the Japanese motif as did fish kites, birds of paradise, parasols and lanterns in the trees of the outdoor garden. The conference conclusion: public service programing is a necessity in today's swift-paced world and a vital element in the establishment of identity with a vast audience for any tv and radio station. ^ TAYSTEE {Continued from page 40) "We expected to run into some trouble at the station level," said Y&R's Ross Tompkins, a.e. for American Bakeries. "But so far, we've been able to clear time in spite of the fact that few rate cards provide for two-and-one-half minute commercials." "Our principal target is the housewife," he continued, "so we're buy j ing an average of two to three lead ' ing stations in 34 markets for morning and noon-time placements. The schedule calls for 50 to 80 spots per week in each market." ■ What about cost? "Stations are apparently willing to go along with us," says ad manager Llewelyn, "and provide charges on an individual basis. In the New York market, none of the three stations charged us more than one and onehalf times the one-minute rate." Y&R v.p. and copy director Karl Vollmer sums up the aim of the new commercials this way: "Our first requirement was music on a par with today's popular songs. Our next to sell bread. We just put the two together and we're convinced we'll see concrete results." ^ WICHITA is BIG BUSINESS!... with daily retail sales topping $1,000,000. Wichita with its diversified economy — oil, cattle, agriculture, aircraft — is the bustling hub of the rich Central Kansas area, dominated by KTVH. To sell this rich Kansas market, buy KTVH with its unduplicated CBS-TV coverage. VISION ASSOCIATES, INC. f \ I BLAIR TEK Hi "WA »«■ mm wm Hi ^ STUDIOS IN HUTCHINSON AND WICHITA ^ 46 SPONSOR 3 OCTOBER 1959