Sponsor (Oct-Dec 1959)

WTHI-TV offers the lowest cost per thousand of all Indiana TV stations! One hundred and eleven national and regional spot advertisers know that the Terre Haute market is not covered effectii WTHI-TV CHANNEL 10 • CBS— ABC TERRE HAUTE INDIANA Represented Nationally by Boiling Co. This four-leaf clover is worth looking over! Missouri's 3rd TV Marl(et 151,400 TV HOMES* Lucky KODE-TV, Joplin, Mo., is 28% taller, 29% more powerful than the nearest competition. And KODE-TV covers: • a 4 state area • 151,400 TV Homes • 669,800 people with $776,919,000 buying power. KODE-TV CHANNEL 12 JOPLIN, MISSOURI CBS-ABC Rep. by Avery-Knodel • A member of the Friendly Group "• *TV Mag., June '59 ucts (White, Herzog & Nee, Minneapolis) has signed for two eight-week schedules on NBC TV's Today — the first one to begin early spring, and the second for fall. Watkins, in its first national tv attempt, will try to sell the idea of direct sale of its product, a la Avon . . . Brown & Williamson I Bates), to participate in Bourbon Street Beat, Sugarfoot/ Bronco, on ABC TV . . . Colgate I Bates) has renewed The Millionaire, oil CBS TV. for another 1.3 weeks . . . Harold F. Ritchie (K&E) will sponsor ABC TV's Cheyenne and The Untouchables . . . 7-Up (JWT) has renewed The Alaskans and The Untouchables, on ABC TV, for 26-weeks each . . . Two renewals and one new sponsor for Dick Clark's American Bandstand { ABC TV I : The new participator—DuPont (BBDO). The renewals: A. H. Pond's Keepsake Diamonds (Flack), Northan Warren I DCS&S ) . 7-Up plans to renew in the spring. This 'n' data : Elgin Watch, out of JWT, is shopping the networks for a spring start show . . . The Lineup, one-hour series on Wednesday, 7:308:30 p.m., will leave CBS TV at the end of January, or early February. Replacement will be announced short ly. Network personnel news: John Reynolds, to the newly-created post of CBS TV v.p., administration-Hollywood . . . Rohert Milford, to the new post of director of network programs, New York, for CBS TV . . . George Perkins, appointed director of CBS Radio Network Programs, New York . . . Murray Heilweil, in charge of subscription sales to the medical profession and Fred Horton, in charge of sales to ethical pharmaceutical manufacturers, for the Medical Radio System, a service of NBC-RCA . . . Richard Lewine, to the newly-created post of director of special projects for CBS TV Network program department and Jerry Leider succeeds him as director of special programs . . . Arthur Hull Hayes, president of CBS Radio, elected to a one-year term as vicechairman of the board of directors of the Advertising Research Foundation . . . Peter Brandon returns to Mutual Broadcasting System as a member of its station relations staff. RADIO STATIONS The negotiations for the new fiveyear radio contract between the All-Industry Committee and ASCAP have got under their last hurdle. The contract, which becomes effective retroactively to the beginning of this year, is a victory for the committee. The radio will pay $1 million a year less than had been originally asked for by ASCAP. Donald Flamin is back in station operation via his purchase of WMMM, Westport, Conn. It's an all-cash payment for the town's only station (1 kw). Flamm, a pioneer, founded WMCA, New York, and the Intercity Network and was a 50% owner of WPAT, Paterson, N. J. Screen Gems has expanded its broadcasting interest with the purchase of KTVT (TV) and KDYL, Radio, Salt Lake City from Time, Inc. The call letters are being changed to KCPX-TV-AM (Columbia Pictures Electronix Corp. being the holding company) . The one-minute announcement topped the list of commercial lengths preferred by the nation^s spot radio advertisers for the third quarter, '59, according to the latest RAB survey. The RAB study covered the spot radio activity of some 1,400 brand advertisers during the third quarter, and analyzed almost one million commercials and some .53,000 programs. Here's the breakdown of announcements aired by national and regional spot advertisers during the third quarter: 1) 63.3% were 60-second 2) 15.4% were 4-to-8 second 3) 12.3% were 10-second 4) 5.8% were 30-second 5) 3.2% were 20-second. Of all the programs bought by sponsors during the 90-day period: 1) .58.2% were five-minutes' length 2) 20.5% were more than 15-minutes 3) 13.8% were 15-minute 4) 7.5% were 10-minute. Supplying the anecdotes : Comedy scripts of the Jack Sterling Morning 64 SPONSOR • 12 DECEMBER 19.59