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SPONSOR-SCOPE continued
Shell Oil's ad department has informed inquiring reps that it'll take anothi week or two before it knows where it's headed media-wise for 1961.
The new agency, Ogilvy, Benson & Mathers, hasn't as yet finalized the proposed cor platform nor submitted a media strategy recommendation. Air media's stake in the She operation now runs to about $7 million.
Over the years Shell via JWT had built one of the most imposing news franchise in both radio and tv.
There's a suspicion among some reps that the new agency may recommend network. The say it won't shock them, since the news periods, because of their premium value, will b snatched up immediately by Shell competitors.
OBM is expected to extend all radio/ tv commitments to 31 December.
The Metracal-type product continues to burgeon: Quaker's now in the fiel with a contestant called Quota, with JWT Chicago as the agency.
Quota's testing in Chicago and Minneapolis tv and expects to go national with spc the turn of the new year.
Minvitine (C. E. Frank), which is also in the weight-control sweepstakes, has bee using spot radio for its introduction. It goes network tv next month, with buys c Dave Gaxroway, Jack Paar and Person-to-Person. Initial budget: $250,000.
It's no news to the trade that the bulk of national spot spending is being cot stricted to fewer markets over the years. SPONSOR-SCOPE, to project this situation i its latest dimensions, has broken down the FCC's 1959 figures in 10-market batches.
Here's how that breakdown stacks up: NUMBER OF MARKETS TOTAL SPOT RADIO EXPENDITURES PERCENTAGE
First 10 $ 77,944,143 41.4%
First 20 99,885,602 53%
First 30 114,822,412 61%
First 40 125,189,895 66%
First 50 132,991,923 71% Note: In the 24 October SPONSOR-SCOPE Atlanta should have been included as amoi
the top 20 markets; to be exact, 19th, with an expenditure of $1,849,545.
George B. Storer and Katz last week were discussing the likelihood of Storer setting up national sales offices in New York and Chicago for its tv stations, I using Katz for representation of the four outlets in aU other cities.
The rearrangement would not affect Katz' representation of Storer's radio statio
Tv stations involved: WJBK-TV, Detroit; WJW-TV, Cleveland; WAGA-TV, AdanU WSPD, Toledo.
Also to be settled was the cut-off date, probably not until a year hence.
The vacuum in farm news created by switch of WLS to a metropolitan oper tion has been filled: 13 Illinois stations have formed their own farm news operatioi
It's known as Farm Radio Service, Inc., with Chicago as headquarters. Organizer! Lloyd Burlingham, Western Advertising; William Nolan, exWLS engineer.
Sponsor support to date reads like a Who's Who in farm broadcasting: Inte national Harvester, DeKalb Agricultural Association, Keystone Steel & Wire and Honeggq & Co. First item on schedule: noon report from Chicago's Union Stockyard.
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It looks as though the BBDO study on the current dimensions of radio and ho
it can best be bought and used will be coming from the printer next week. The project was started last spring.
SPONSOR • 31 OCTOBER I9t