Sponsor (Oct-Dec 1960)

a flair for creative production, an enormous record collection, and a Health of knowledge on fm," said /akin. The value of the program to the Zakin Co. hasn't been measured in terms of new business." Zakin told SPONSOR, but rather in "image." "You can't put a dollars-and-cents ticket on the prestige value of a venture such as Montage," he said. On the first few programs, the Zakin Co. spoke about advertising in the L-eneral concept. "With all the bad feeling about advertising, what we would be accomplishing for ourselves, we would be accomplishing for all agencies and advertisers." said Zakin. Initial commercials told people that "it wouldn't matter what group or agency they selected as long as their selection was careful" . . . "There are 3,200 advertising agencies in Y Y„ and selection is free and open," etc. The fables were instituted last May. There is a series of 8 fables each with a little advertising moral. Here are some examples: • Don't hide vour rainbow under a bushel of cliches. You're different and special — and it might just be that the Zakin Co. people could show you how to make the most of it. • If you have a good product — make sure you tell people what it is. And if you haven't thought of a fresh, creative way to say it — that's where the Zakin advertising people just might be able to help you. • If you own a "better than" — make sure you tell people what it is. And if you're having difficulty finding a novel approach, the Zakin advertising people might be able to come up with one for you. The fables are written bv Zakin's copy chief Jody Hart. Peter Turgeon, of Broadway's Thurber Carnival, is narrator. It is interesting to note that the Zakin Co. excludes its address and phone number after each message. Possible plans to syndicate Montage are in the works, Zakin told sponsor. "We have received commendation from stations across the countrv and are scheduling some meetings with them to discuss the programing concept," he said. ^ PARTICIPATING IN a program planning conference for the Zakin Co.'s 'Montage' fm series are (I to r) Jody Hart, Zakin copy chief and creator of the advertising fables; Jim Srau, WABC-FM, who is station's liaison with Zakin; Roger Coleman, director of WABC-FM; Alvin Zakin, president of the agency; Mike Fabian, former 'Montage' producer, and Ted Eisenberg, Zakin's creative dir. TvB backs ^ Committee of ace academic brains in the country works to find new research ^ $10,000 in awards will go to best plans related to tv and human behavior I he television industry is making I its first bold venture into the realm of theoretical research in the hope that practical application of the find I ings will improve tv itself as well as all of advertising. The industry, with the Television Bureau of Advertising, is trying to penerate the mysteries of television's I effect on human behavior. The de| vice: a national competition for new I ideas. The cost: $10,000 in cash 1 prizes for 20 awards and a sponsorestimated $10,000 additional for operating expenses. The governing committee and TvB I hope they'll find some new ideas which can give more dimension to television and therefore make it more meaningful to all elements of the ini dustry as well as to viewers and advertisers. This week the official announcement of a nationwide "competition for exceptional plans in the field of television research" will go to several hundred colleges and universities, professional societies, academicians, and advertising men and women as the Television Bureau of Advertising casts a wide net for new thinking in communications research. The plan originated with TvB's I board about a year ago, and was im I plemented with the formation of a I nucleus advisory group last spring j followed by a larger governing body this past summer. TvB, although it is financing the project, has relinquished all administrative and managerial work to a governing body comprised of some of the most distinguished and thought-provoking educators in the country. These educators are spearheading the drive to carrv word of the com SPONSOR • 3 OCTOBER 1960