Sponsor (June-Sept 1960)

MSH MONEY! Research Triangle Park Unleashes New Buying $ Vim have a new. solid reason for scheduling WPTF. The North Carolina Research Triangle Park has progressed from "dream" to reality. Early estimates that the Park will attract research installations employing 7,000 persons appear conservative. FUST to be completed was the multimillion dollar Chemstrand Research Center. Following closely will be the Research Triangle Institute headquarters, the Dreyfus International Center for Polymer Research, and the U. S. Forest Service eastern regional laboratory. MORE WILL FOLLOW. The three institutions which form the Triangle already provide the largest concentration of research personnel in the South. (North Carolina State at Raleigh, Duke University at Durham, the University of North Carolina at Chapel Hill.) Now, with the 4,600 acre Park a going operation, the future development will be substantial. SCHEDULE WPTF ... a better buy than ever. And don't hesitate to call if we can help you or your Southern manager open doors in this exciting, new segment of our market. Our towers are practically next door to the Park and we are intimately familiar with the area's trade patterns and potential. 50,000 WATTS 680 KC N8C AfMiole lor Ro/eigh-Durhom and fos<em North Coro/.no R H. Mason, General Manager Gus Youngsteodt, Soles Manager PETERS, GRIFFIN, WOODWARD, INC. Time buyers I at work George Gilbert, v.p., Wexton, New York, finds spot radio of co siderable effectiveness for specialty products and services in tl over-SlOO category. "Response from the total audience may be only a fraction of 1%, yet this active handful is of significai value to a retailer whose business is built on a limited number c sales, to a manufacturer seeking to prove acceptance of a new line, to a service organization requiring immediate local mail to prime a sales organization. With the problem of obtaining immediate response to offers funneled by the client to retailers, a single minute daily has shown favorable response. Using novel premiums a* forcing devices, breakfast-time radio and midday newscasts yield the immediate write-ins without pre-conditioning the market, support in other media, or massive spi concentrations. Not all radio buys require four-week flights, mi? of minutes with flash spots or staggered schedules. When the fi minute yields no measurable response for a special offer, product, service, it's a clear signal to change the copy or the selected audience. George DeVito, Weiss & Geller, New York, feels communication between media and copy departments could use some strengthening "I think the time has come in our sophisticated development of atti tudes toward television to take a good look at how we are using tin medium — and how we are misusing it. How often have we seen < television show which was a sounc j buy for a particular product, which could have done a client < world of good, only to have it be come completely ineffectivt through the use of what I call di |^^^ vorced commercials? It seems tha after a timebuyer has made all tli( studies, analyzed all the figures and finally convinced the clienl that a show was made for him. a concerted effort should be made ta design commercials to keep the tempo of the show intact. Too often an audience is thoroughly enterj tained by a comedy show, only to be interrupted by a hard sell commercial that is so totally alien to the program that one wonders why it's there. One advertiser recently bridged the gap in a comedv show with comic commercials using the star. That was a creative bu) SPONSOR • 19 SEPTEMBER 19(>0