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BALANCED PROGRAM
MEANS
LISTENER
LOYALTY
KTRH is Houston's powerful radio voice for 60,000 square miles . . . blanketing over 80 counties . . . serving 1,087,100 radio households including more than 4,000,000 people as:
• The news and information
station
• The variety station
• The network station
• The family station
26 DECEMBER I960
^ SPONSOR
THE WEEKLY MAGAZINE Tv/radio ADVERTISERS USE
DIGEST OF ARTICLES
1960 — a public affairs year
29 There was a host of radio tv developments this year, but few will deny the most important was tv's public affair accomplishment This and other trends and stories are covered to sponsor's year-end report
30 Television: I960 saw public affairs prominence; ABC's rise to
"«*" equality; spot tv up. web flexibility chafing; FCC option time cut
30 Newsmakers: Capsule report on twenty-three men, who during this year, have made headlines in the radio and television industry
32 Radio: Top five stories for '60 include single rate issue, CBS
drop of soap operas. NBC in black. Chrysler's fm network ad buy
34 Agencies and advertisers: Among year'-, innovations were new fee system at OBM. drive for truth advertising, media dept, upgrading
36 Film and tape: Year of expansion for taped commercials, programs, post-*18 features, foreign film market, national spot film
38 Washington: Tighter reins on stations by FCC; moves toward licensing networks. FTC monitoring of commercials are highlights
Radio Results — yearly roundup
39 V compilation of 1960's most effective radio campaigns, presented in capsule case history form and arranged in alphabetical order
FEATURES
58 Film-Scope 26 49th and Madison 62 News & Idea Wrap-Up lO Newsmaker oi the Week 62 Picture Wrap-Up 70 Seller's Viewpoint 48 Sponsoi \-k12 Sponsor Backstagi
60 Sponsor Hears
2 1 Sponsor-Scope
72 Sponsor Speaks
SO Spot Bu>s
72 Ten-Second Spots
16 Timebuyers at Work
69 Tv and Radio Newsmakers
57 Washington Week
Erai
SPONSOR PUBLICATIONS INC idvertising Offices 40 E. 49fh St Hill 8-2772 Chicagi ""' Jffiee: 3617 8th A ioulevard. Fhone: Hollywood ■
6087 Sunset
witti TV. Executive, Editorial. Circulation 1M >49 & Madisonl New York 17. N Y. Telepnone MUrrey higan Ave. Phone: Superior 7 9863 Birmingham Phone: FAirfax :-6528. Los Angeles 0" 4-8089 Printing Office: 3110 Elm Ave.. Subscriptions: U. 5. iS a year. Canada & other Western Hemispher year. Other Foreign countries Sll per year. Single copies 40c. ill correspondence to 40 E. 49th St.. N. Y. 17. N :. I'" by SPONSOR Publications Inc 2nd class postage paid .
I 8-2772. Published .
51960 Sponsor Publicatio
. In
M'ONSOK • 26 DECEMBER 1060