We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
Marketing tools, trends, news, in syndication and commercials
SPONSOR PUBLICATIONS INC.
FILM-SCOPE
7 FEBRUARY 1959 Tobacco may well be on its way to becoming the top spender among all prod
cwyright l9M ucts in syndication.
While beer and food, the two traditional leaders of syndication spending, have been relatively stable in their syndication spending this season, tobacco, gasoline and soap have shown tremendous growth.
Tobacco spending in syndication is following two well defined patterns, which are (1) regional buying of alternate sponsorship in a single show and (2) spot market buying of participations in a variety of shows.
Using the regional approach are such brands as Lucky Strike through BBDO and Tareyton through Lawrence Gumbiner, both in Secret Agent 7 while the spot market technique is favored by such brands as Camels through William Esty.
By placing its business with stations into syndicated shows in order to get nighttime minutes, R. J. Reynolds is emerging this season as one of the largest spenders in syndication of any product type.
There are still some obstacles to be cleared away before videotape can be used as an international medium of program exchange.
The principal difficulty is that a variety of lines-per-screen systems are used by different countries and until adaptor mechanisms now being developed are perfected, tapes made in either the United States, Great Britain and France, for example, cannot be played following export for technical reasons.
A new appraisal of the profit potential in merchandise licensing has resulted from such factors as the relative decline of children's programs on the networks over the last few seasons.
The biggest moneymakers in merchandising have almost always been items that appeal to children, and curtailed licensing operations have generally resulted from the dearth of this kind of programing.
The new picture is for merchandising profits to be approached on a conservative basis with licensing departments run efficiently and economically.
ABC Films, for example, last week placed its syndication merchandising activities under the functions of its client service manager; CBS Films recently took over all CBS merchandising activity.
Independent stations have come up with full length documentaries as a programing formula to combat network attractions.
New York's WPIX, for example, is following up its Documentary on the Russian Revolution with shows on Adolph Hitler, the Cold War and Eva Peron.
Syndication sale of these hour-long films to other stations has brought in money from Savarin in New York, the Plasterer's Institute in Chicago, the Boston Globe and other advertisers not frequently attracted to syndication.
International possibilities of these series are being explored by WPIX, with sales already made to both the English and French networks of the CBC.
54 SPONSOR • 7 FEBRUARY 1959