Sponsor (Jan-Mar 1960)

Mayors' proclamations, a motorcade, remote pickups and a 40-minute studio telecast. • On the community education ront: KMOX-TV, St. Louis, will iegin telecasting PS 4 next week. The series, one of the first on a commercail station to encompass the high school level, will include instruction in language arts, literature, letter writing, composition, grammar, reading, civics, and the like. I'iona 5i ,i. The plight of New York's much;.3 ...publicized The Play of the Week, rotb felevised two-hours daily via WNTATV, is for the time at rest with the acquisition of a new sponsor. Standard Oil Co. of New Jersey, 3arent of the Esso-Humble organization, out of Ogilvy, Benson & Mather, will begin sponsoring the show 8 February for 13 weeks. nson presi :er of Ihatii rset Station acquisition : Prairie Tv Co., jwner of WTVP, Decatur, 111., to the f? Metropolitan Broadcasting Corp. Thisa 'n' data: KTTV, Los An II!1 Ili in ■ COB -[k Ifc zeles, last week signed a contract granting it exclusive, world-wide tv f Hghts to the 10-day, 60 nation Interlational Beauty Congress to be held in Long Beach beginning 4 August . Sports note: KETV, Omaha, has added the Sports Network to its affiliation to bring the Big 8 Conference Games to the area . . . Finan?ial note: Wometeo Enterprises will hold its first annual stockholders meeting 11 April at the company's main office in Miami . . . Anniversary: WFIL-TV, Philadelphia, published a historical treatise to com•nemorate The University of the Air series' 10th year on that and the othar Triangle Stations . . . Business note: the International Parts Corp., a division of Midas, for its Midas Mufflers (Edward H. Weiss & Co.) to co-sponsor the Monday-Friday p.m. telecast of Channel 7's Report to New York, via WABC-TV, New York, for 13 weeks. On the personnel front: Larry Carino, to general manager and Maurice Guillerman. to general sales manager of WWL-TV, New Orleans . . . D. T. Knight to general manager of KODE-AM-TV, Joplin. Mo. . . . Dean McCarthy, to the newly-created post of director of qual w ity control for Storer Broadcasting. Glenn Boundy, Jr., succeeds him as operations manager of WITI-TV, Milwaukee . . . Dan Bellus, to Transcontinent Tv Corp.'s New York office . . . Russ Severin, appointed station and sales manager for WLOS-TV's new South Carolina studios. REPRESENTATIVES Peters, Griffin, Woodward this week announced a new service to stations, agencies, and advertisers: the AudioVideo Center. Located in the rep firm's New York office, the Center is equipped with complete facilities for showing videotape recordings, 16mm sound motion picture film, 35mm slides, audio tapes and disks. The Center's tv equipment features a 24" Conrac viewing monitor yvhich is connected through special hookups with WPIX, New York, where the video-tape transmission originates. Facilities for radio presentation include an Ampex 601 tape recorder, a Mackintosh amplifier and a Bogen all-speed turntable. Rep appointments: To Daren F. McGavren, KJR, Seattle; KXL, Portland, and KNEW, Spokane ... To Gill-Perna, WKAT, Miami ... To The Branham Co., WKJG-AM-TV, Ft. Wayne; WSJV-TV, South BendElkhart, and WTRC. South Bend-Elkhart ... To The John E. Pearson Co., KXEN, St. Louis; XERB, San Diego; KALI, Los Angeles; The Tobacco Network of N. C; KGGF. Coffeyville, Kans.; and WACL, Waycross, Ga. . . . To Grant Webb & Co., KUDY, Littleton (Denver) . . . To Headley-Reed, the Donrey Media Group Stations in Arkansas, Nevada. Oklahoma and Texas ... To Good Music Broadcasters, WNOB. Cleveland. New rep firm : Hal Walton Associates, with offices at 18 East 50th Street, New York. Rep appointments — personnel: Ed Filion, to v. p. in charge of West Coast operations for The Meeker Co. . . . Robert Hutton. Jr. and Louis Smith, to v.p.'s and Martin Percival, to Eastern radio sales manager for Edward Petry & Co. (See Radio/ Tv Newsmakers, page 66) . ^ SPONSOR 23 JANUARY 1960 EAVEY'S {Continued from page 42) youngsters will be glad to throw away their bag of tricks if you invite them in for a delicious Hallowe'en treat like this one. Just pour a big glass of ice cold apple cider. . . . Eavey's has cider that's made from the finest apples in any crop. This week, you can buy a full gallon for just 39 cents. But please, just one gallon per customer. . . ." Reaction to such commercials, Maher says, are felt almost immediately. The effect of a Wednesday night commercial is felt on Thursday; the accumulative effects of the three nights running is overwhelming on Saturday. Indeed Maher was led into his WANE-TV and WKJG-TV campaigns about a year ago with an ice cream offer on tv only that sold out his ice cream plant output overnight. When it comes to the third commercial in a show — the "compassion" commercial, Maher and the Martin agency pull out all the stops. Here is where Maher, the rugged, competitive salesman, goes to town and accomplishes what is known in sales circles as "clinching it" or "closing the sale." Although he may deliver it in a low-key fashion, what he has to say is anything but. "Couldn't you use an extra $300?" he asks the tv audience. "Here's how you can do it, and there's no work involved. . . . This is a $9.39 grocery order shopped at Eavey's and also at two of Ft. Wayne's leading chain stores. At "Store A" the cost was $11.10 and at "Store B" it was $11.56. By shopping at Eavey's you can save as much as $2.17 or 23%." He goes on to work out the saving on a $25 weekly food bill over a year, arrives at a saving of $299. It is one of the reasons customers drive past many other food markets on the way to Eavey's. Maher's marketing technique which ranges from the soft-sell institutional to the hard-sell competitive pitch makes his tv campaign (running now for a year) a real block-buster. But it is interesting to note that this veteran food salesman credits the ad medium with so much influence. "The sales at Eavey's, the distances from which customers come because of our live commercials," he sa\s. "'point up one thing: shows that in rural areas there is a tremendous craving for live television." ^ 65