Sponsor (Jan-Mar 1961)

Tv and radio Fl^g^^ Marvin L. Shapiro i lefl i and Howard H. i^^^^k Marsh i below right i ha\e joined the ex » panded New York Citj sales staff of Har V rington, [lighter & Parsons. Both come to 1 fjf HUP fri.ii I US l\ Siii.t Sales in New A * ^^^. York. Shapiro, who ~j ><-r 1 1 lour \ears with ^ ('US IA Sj)o| Sales, was. prior to thai affiliation, national sales manager of WCW -TV, Philadephia. Before that, he was on the sales staff of \\ >> U. Syracuse. \ graduate of the I Diversity of Syracuse, he received the I960 Annual Outstanding Mumni \wanl given bj the I Diversity's radio and t\ department. Shapiro is married and the father of three children. Marsh spent five years with CBS TV Spot Sales both in New York Citj and Chicago. Prior to that time, he was with Peters. Griffin, Woodward in Chicago. \ graduate of Northwestern University, Evanston, III.. Marsh's earl) sales career included the Hart. Schnaffner & Marx Co. where he was assistant to the sales manager in 1955 and a position on the sales staff of H. L. Welles, a to) outfit, both in Chicago. Marsh is married and the father of two children. He is a member of the Beta Gamma Sigma National Commerce Honor Fraternity. Kelso Taeger has been named vice-president and manager of the media department in the home office of McCann-Erickson Adyertising (U.S.A.). He replaces William C. Dekker, one of the best media men in the business and a pioneer timebuyer. I aeger has been with McCann-Erickson for 15 years, most recently as a vice president and media director of the Detroit office. ie will report to II. \evin Gehman. v.p. and manager of the media services division. Taeger was born in Canada. Thomas J. O'Dea joins WXYZ-TV, Detroit, this week, as national sales manager. He replaces Ralph Dawson who has been appointed manager of WXYX-TVs newly formed tape commercial department. O'Dea comes to the Detroit station from H-U Television Representatives, New York Cit\. where he had been senior account executive. Prior to his association with II U. 0 Dea was timebuyer and network planner with SSC&B for Carter's Products and Whitehall Laboratories. Earler he was with Esty. In his new position, I SPONSOR 2 jam ua 1%1 BUSINESS OUTLOOK ■ < ontinued from page 30) be more than 5' I above the avei for L960. Thus, we expect \')u\ all media advei tising i local and national > to be ii acl ionall) above oi In-low the esti mated 1960 figure of tl 1,395,000, 000. Statistically we don t expecl total L961 advertising to exceed $11, 150,000, i<m to fall below >l 1,190,000, 000. lake \oiii pick within this range; the general 1961 e< onomi( outlook doesn't lend itsell to more definite conclusions. I lowever, should an inflationai j Induced business recover} be generated, total L961 advei rising i ould i ise as high as $11,600,000,000. Logical expectations lead US to believe in a "so-so" \'H)\ general business picture with further dwindling recession followed by a mode-t and gradual recover) during the Li~-t six to seven months of the \ear. Should this be the general business pattern, we expect 1961 t\ revenues to shape up as follows : 1960 1961 Estimated Forecast ' '■ 1961 Source (millions) (millions) Over'60 National I V I andSpot) $1,357 $1,465 +8% 283 290 +2% Local Total $1,610 si. :.-,;, There are two imponderables in the 1961 t\ outlook. One of these is the regional advertising practice of national magazines. It is too early, in ibis practice, to know whether this new technique will attract advertising dollar from spot tv — or how man\ dollars. During 1961 we should find the answer. Another unpredictable force i the recent increase in talent costs brought on 1>\ the latest union contracts. The increased talent costs could have an adverse effect on spot t\ advertising allocation-. Neither regional magazine advertising nor higher talent fees will alter the basic trend of t\. But, in combination, thej might side-track several millions ol dollar awaj from tv. ^ For editorial comment <>n the forecasts oj management consultant Dohcrh and for an appraisal of what ///<■ current state of economic affairs mean to the individual agency, advertiser, stations, and network, <i^ well u* in the radio and ir industries at whole, see" Sponsot Speaks," pagi 66 // e a ill welcome \<>ur comments. 63