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SPONSOR-SCOPE continued
Automotive spending in smaller radio markets is heading for its second straight annual record in 1960.
The auto and truck advertisers will probably top last year's mark by 100%, says Keystone's Sidney J. Wolf, recalling that 1959 auto spending also set a record of sorts.
Small town sales now account for one-third of automotive buying, and note that merchandising cooperation between small radio stations and auto dealers usually isn't duplicated in the larger cities.
There are 11 automotive brands, some of them on 52 week campaigns now using those 1,112 Keystone stations.
NBC TV scored a newsbeat on the two other networks in being the first to get its newsfilm cabled into Eastern European countries.
UN appearances by Eisenhower and Khrushchev were cabled to the Eurovision network via NBC's cable link to the BBC.
DX Sunray's focus on farm radio in its 16 states is coming of age.
Next week its farm information show on 26 stations celebrates its 500th broadcast; agencv is PottsWoodbury.
Sperry and Hutchinson's S&H Green Stamps (SSC&B) won't mention its service or its clients in its local tv campaigns to promote retail trade.
They've ordered half-hours for a film on all four Chicago stations promoting retail business but with nary a mention of their stamps or their 5,000 clients.
Broadcast cooperation is paying off better than competition in Medford, Oregon.
Five radio stations and a tv outlet pooled forces for a two-hour simulcast to promote Medford's fall retail promotion, and for three days before all the stations were actually cross-plugging each other.
The stations were: KBOY, KDOV, KMED, KWIN, KYJC, and KBES-TV.
Similar to the Broadcast Media Association of Medford is a media association of Rockford, Illinois, which through Howard Monk Agency will spend $10,000 to interest Chicago agency people in the market, Illinois' second largest.
Besides three radio and two tv stations, the Rockford group also includes two daily newspapers.
Tobacco advertisers are chain-smoking up more tv time than ever before.
Their gross time billings for the first six months of 1960 were S59.0 million, compared to ^52.9 million for the same period in 1959, a "cording to TvB.
Network is getting more of this than spot, but the percentage increase over last year shows that spot is swelling faster than network.
The network figure rose from $37.9 million to S39.4 million— a $1.5 million increasebut the spot expenditure went from $14.9 million to $19.6 million for a bigger $4.7 million increase.
Here's how the tobacco companies ranked as tv spenders in the semi-annual 1960 report: R. J. Reynolds. $10.4 million: Brown & Williamson, S9.1 million: P. Lorillard, $8.6 million; American Tobacco. S8.6 million: Philip Morris, $8.2 million; Liggett & Myers, $6.8 million; Bayuk Cigars, $4.0 million, and Consolidated Cigar, $2.2 million.
For other news coverage In this tasue, see Newsmaker of the Week, page 6; Spot Buys, page 47; News and Idea Wrap-Up, page 64; Washington Week, page 57; sponsor Hears, page 60; Tv and Radio Newsmakers, page 80; and Film-Scope, page 58.
SPONSOR • 3 OCTOBER 1960