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BRAND NEW:
Out of the thousands of
SATURDAY EVENING POST
stones read and loved by millions
of Americans, ITC now proudly
brings to television first run,
for the first time, the
^ Pat O'Brien jr^ ^Rl . . . hard-hitting action
June Lockhart . . . tender romance
Charles Coburn . . . tonguein-cheek farce
Pulitzer Prize-winning
authors like MacKinlay Kantor, Conrad Richter, Stephen Vincent Benet . . . and many others.
i
INDEPENDENT TELEVISION CORPORATION
i Avenue . NY. 22 • PL 5-2100
Reps at work
Fred Nassif, CBS Radio Spot Sales. New York, labels radio adv« tiser emphasis on traffic time a "robot-in-a-rut" approach, out place in our "dynamic marketing system." Asserts Xassif. "Rad traffic time is not the only prime dollars-and-sense time. Any tin that pays out' is truly prime time. Consider mail-order master Jo' Gans, a leader who tries out time periods, ignores ratings, judges a station by its character, its past mail-order success, and the number of mail-order accounts running on the program under consideration. There's quick selling action to be had 'round the clock with stations such as ours, which are not a substitute for silence, but rather go after the active attention of the adult. When dealing with stations whose audiences listen and respond throughout the day, don't pass up fringe time. It offers more attrfl live sales packages, and advertisers receive more participations dollar invested. In recognizing this, both mail order and regulai vertisers are effectively utilizing our station's availabilities at all tiraH They're out of the numbers rut. in tune with our responsive sounB
John Dose her of TvAR. New York, predicts that increased use be made of 30-second tv spots. As he sees it, "many advert who can't use 20's could use 30's. I have been told that it t eight or nine seconds to get into a 20-second commercial. leavB only about half of the time for a strong sell. If this is correi 30-second spot would almost d< the effectiveness of a 20." In s tion Doscher feels that a sizt amount of minute copy coul( tightened to fit the 30-second "Some minute commercials tn sav too much, while others st the copy because of lack of tl to saw In these instances, the s\ to half-minute format could r in more effective commercials, vertisers who could convert t minute copy to a 30-second f< would be able to promote their products during key viewing 1 with exclusivity at the station break. It is only a matter of time ' the 30-second commercial becomes a universally-accepted form f f tv. One of the medium's major advertising values is flexibility. general availability of another commercial length will add to t
SPONSOR • 15 AUGUST