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SPONSOR-SCOPE continued
Three significant job appointments in agency and network circles this week:
Mort Werner as v.p. and director of Y&R's radio and tv department; Don Coyle
as v.p. in charge of ABC's newly formed international division and Sig Michelson as
president of CBS News.
(For details see Agencies and Network NEWS WRAP-UP, starting page 68.)
Numerous sections of California will benefit, starting 26 October, from the spot radio and tv barrage that Liggett & Myers is unlimbering in behalf of its new Duke Cigarette (McCann-Erickson).
The original plan had been to confine the initial blasts to L.A. and San Fancisco. At the going rate the Duke will spend around $3 million on spot over the next 13 weeks.
The three tv networks this August jointly did 12.6% better than they did the like month of 1959, bringing the plus margin for the first eight months up to 10.2%
The August 1959 gross time billings by network: ABC TV, $8,205,520, plus 18.5%; CBS TV, $21,238,979, plus 9.6%; NBC TV, $17,743,026, plus 13.8%. Total for that month; $46,743,029. Grand gross for the initial eight months of 1959: $403,046,540.
Looks like the 20-8econd prime-time spot may, after all, wind up this quarter as a likeable sort among the authors of tv commercials.
Reps reported this week that agencies are latching on to 20's with alacrity — that is, after they've made a stab at requesting the now-hard-to-find minutes.
However, the calls for IDs is still in the problem area, as far as sellers are concerned, and some reps are suggesting that if this situation persists after the first of the year there may be need of a reappraisal of the ID's pricing.
ABC TV has embarked on a studied effort to induce some of the Jack Paar show's advertisers to defect over to ABC's daytime schedule.
A client that's spending $7,500 on Paar weekly was informed that for the same budget he'd get these comparative weekly advantages on ABC:
FACTORS NBC TV ABC TV
Cost-per-thousand $3.01 $1.46
Home impressions 2,490,000 5,031,000
Women impressions . 2,440,000 4,125,000
Different homes* 5,837,000 8,531,000 *Over an average four-week period.
Tap a rep sales development director who's done a lot of traveling lately on what's awry about tv selling in the main and he'll tell you it's the misdirection applied in promoting the medium.
Shaved to the nub, the points he'll make arc these:
• Because of the high stakes involved in tv, the summit of approach can no longer be the media director.
• Borrowing a leaf out of Sunday supplements, a lot of pressure must be exerted not only on ihe accountmen but the prospects' sales manager and field sales executives.
• There should also be a much closer working relationship with the marketing research people not only in the agency but in the prospective client's own organization.
For other news coverage in this issue, see Newsmaker of the Week, page 4; Spot Buys, page 60; News and Idea Wrap-Up, page 68; Washington Week, page 63; SPONSOR Hears, page 66; Tv and Radio Newsmaker, page 75; and Film-Scope, page 64.
22 SPONSOK • 10 OCTOBER 1959