Sponsor (Oct-Dec 1960)

agencies? on only the most scientific tools, equal to those used in a laboratory. That's why we clutch those Pulses, Nielsens and slide rules so tightly. But, just remember that without that very necessary human angle in selling (and isn't that what we are all concerned with) , we timebuyers could be replaced by IBM machines. That's why agency calls by station men are so important. I bet I could yell out a few call letters and complete station images would come before the eyes of each and every buyer. So, station managers, since you stand for your stations, make calls in New York, but follow a few basic rules: Bring several changes of clothes. I Managers of independent stations calling on buyers of teen-age accounts should wear complete beatnik attire, and I always expect managers of Come — but be sure to impress me with lots of pictures of your station tower "good music" stations to show up in top hat and tails. Network affiliates and horn-rimmed glasses go together for that stable effect. And don't forget those two invaluable pieces of luggage — the attache case and the tape recorder. The first should be impressively worn to give the feeling of how hard-working and well-traveled you are. And, it must be well-stuffed, preferably with [pictures of your new stations (and |how much they cost to build) and tower (the "highest" tv tower ever, [of course). I Don't forget a program schedule — even if it has to be printed especially for the trip, and an assortment |of rating books is invaluable. As for (the tape recorder, know your buyer {before you turn it on. Nothing can Hjiave a more devastating effect than {Please turn to page 62) I SPONSOR • 3 OCTOBER 1960 How Come CHANNEL 10 Stays Perennially On Top in the Rich Rochester N. Y. Area? COULD BE BECAUSE: we have the POWER Yes, thanks to our new 316 KW (maximum power) transmitter, we now speak to more than a million Western New Yorkers with a stronger voice— look at them with a brighter eye! Our primary coverage area is considerably extended! we have the SHOWS We offer our viewers the very finest programs of two major networks — CBS and ABC— a galaxy of great stars in a brilliant host of new shows and old favorite We also offer NewsWeather-Sports, complete and accurate, twice nightly at 6:30 and 11:00 P.M.— plus many other fine, live local shows, and the great MGM movies. we have the KNOW-HOW Not only do we possess the technical know-how that guarantees best-quality production, but being Rochester-owned, we understand the wants and whimsies of the people of this area, give them what they want, know how to promote our station and our programs in the most effective manner. we have the FACILITIES Now that we have the very latest in Videotape, our facilities, both in equipment and personnel, leave nothing to be desired. Our well-trained engineers and production staffs welcome the constant challenge of handling live shows and live commercials in truly expert fashion. Q%> we have the WILL Perhaps our BEST quality is our ceaseless w please.' We are intensely proud of our consist leadership in Rochester, and we are determi to maintain it! Adequate power, top-notch programming, expert know-how. modern facilities and the resolve to please and satisfy— every one of these things is essential to a successful television station — and these are the things that attract and hold our ever-increasing number of sponsors. CHANNEL lO (WVET-TV • WHEC-TV) CBS BASIC • ABC AFFILIATE THE BOLLING CO. INC. • NATIONAL REPRESENTATIVES