Sponsor (June-Sept 1960)

SPONSOR Multiple rates and agency responsibilities The recent explosion over the old multiple-rate question, which was touched oil 1>> the ultimatum handed to leading radio representatives l>\ Y W. Oyer's Les Farnath, has reBulted (as it always does) in a lot of hurt feelings. \\r have heard from stations, from several representative firms, .iikI from othei agencies, and some «>t the comments were pretrj bitter. Man) broadcasters feel that agencies and advertisers wholk tail to understand their problems, and it is apparent In ii that a number of radio station men do not thoroughly grasp the other side of the picture. It i a completely distressing situation, and one for which unfortunate!) there seems to he no easy solution. Without attempting to take sides, there is, however, one thing we should like to sa) strongly to the agencies involved: You have a meat and continuing responsibility to prevent chiseling by your clients in any medium you use. You have an obligation to yourselves, and to the entire advertising industry, to refuse to do business with advertisers whose practiceare not open and above hoard. I oless ><>u have the courage to keep your clients in line, and to ruthlessl) drop those who overstep the boundaries of ethical business dealings, you are going to bring the whole structure ol the industry down around your ears. I here i much in the rate situation which we all know must be corrected. Hut you in the agencies must do your parts. Tribute to a fellow publisher Mic passing last week of John \Y. AJicoate removed from the radio t\ scene a man who had served the industry faithfulK and well since 1937 when he established Radio-Television Daily. \ fellow worker in the held of broadcast trade paper publishing, we want to extend our deepest sympathies to hi> family, his business associates and his man) friends. this we fight FOR: In end to the paper work jungle which keeps radio and tv spot from reaching their true potential as ad media. lO-SECOND SPOTS Buster: Tag line of a parody song on The Untouchables sung on a recent Canadian Broadcasting tv show: "Elliot Ness has broken up That old gang of mine." Port in a storm: The WCAIL Philadelphia, "Sky Derby." in which three of the station's d.j.'s took off in three hydrogen-filled balloons from Valley Forge Airport the other day, came to an abrupt halt a few hours later when an electrical storm forced them all to land. Most forced landing of all was that of morning man Ed Harvev who came down inside Graterford Penitentiary, badly shaking the warden who thought it was part of an elaborate prison break plan. Quote: From an address by Bryan Houston, president of Fletcher Richards, Calkins & Holden before AFA — "Roy Whittier once told me that it took two people to write a really great ad — one to write it, and the other to hit him over the head when it was done before be ruined it by fiddling with it ... it would be eminently practical if some such policy could be adopted ... if we could vest authority to edit in no more than one knowledgeable advertising man and eliminate the troupe of midgets who crawl all over the creative product with their little red pencils and squeeze the life out of it before it can be born." Philosophy: From Hardwick's (KVI, Seattle! Almanac — Going to a party with your wife is like going fishing with the game warden. More philosophy: From ABC's Don McNeill Breakfast Clu 6— Nature is wonderful. A million years ago she didn't know we were going to wear spectacles — yet look at the way she placed our ears. Alibi: In North Carolina, a robbery suspect told police he was watching the Arthur Murray Party at the time the crime was perpetrated, was convicted when it was proved that in his market the show was a delav telecast. came on the air an hour later. Intro: From start of a short speech at Crown Stations recent "Treasure limit"" for Y V. C. timebuyers — "As Cleo said to Mark Anthony: I in not prone to argue/ " SPONSOR • 4 JULY 1960