Sponsor (Apr-June 1961)

frozen, we headed back for the \\ ABCTV studios and did the job there." The sets achieved the same desired effect as the location -hots, he said. \\ hat is the future of department stores in t\ ? I p to the last J ear or so their acti\ it\ has been limited to some spot t\. There is no doubt that department stores are print-oriented. The) arc steeped in print tradition and their creative people have been print-trained. But, from all indications, they want to learn about t\. "M\ contact with stores all over the count r\ has shown me that retailers don't know whether to use spots, to lui\ a local show, to use direct or indirect sell. The stations don't know what to tell the stores and the stores' own copywriters don't know how to approach tv." said Morris Rosenblum, creative director, advertising, for Macy's. Department stores must he educated, and those stores that can afford it. must gain experience through experimentation."' Rosenblum feels that stores should approach tv in much the same way that they use print, "for image buildins. merchandising. sa'es and institu tional messages." Mai \ 's itself has increased its l\ advertising to a very significant figure in the last four years. The store has a 52-week contract for 21 weekly spots woth \Y\BC-TV and also uses t w ■ » other New York independent stations regular!} . All the stores which had fashion shows this spring indicated to SPONSOR that thej planned to return with them in the future. Vs for results, each store reported that in-store sales and traffic following the shows were hypoed tremendousl) h\ the impact of their tv venture. However, the New York stores in particular don't expect to do better than break even. But as one Ohrbach's spokesman said, "the longterm image effects of such a show are well worth it." Ohrbach's has been strictly a print and billboard advertiser up to now. One major reason for not using tv, savs Mark Klauser. the store's advertising and publicity director, is "we can't get the time spots that we'd like at a good cost.'' Tn the case of thp recent tv fashion show, Klauser pointed out, Ohrbach's was able to talk to its regular customers as well a> potential buyers, and was well satisfied. Obi bach' has had tremendous identification on tv in the past however, as a supplier of clothes for davtime and evening net tv shows. What about fashion -how on the networks? Just before Macy's initial venture la>t March. NBC TA ran Pond's Ala Mode, a network fashion -bow stressing Parisian couture. The -bow mixed entertainment with fashion and scored "verj low ratings." "Fashions don't lend themselves to network t\.' Macy's public relations director Edrie \ an Dore said. "This is a big COUntT) and there i no such thing as "the American look." In the south the women go for chiffon and (lowers, in New England, -nits and coats and in New York, black dresses," she pointed out. It looks like fashion show will remain a natural for spot tv. "I ntil recent years, these shows were held ir store auditoriums, or selling floors.' TvB's Abrahams pointed out. "Bi today we see tv is the only possibl medium for this purpose." NO.M in BOSTON WNAC-TV Between 7 P.M. and 11 P.M. On January 1st WNAC-TV shifted to ABC-TV and immediately jumped to FIRST PLACE in prime time! ARB Share — Sunday thru Saturday 7 P.M. 1 1 P.M. | WNAC-TV Station A Station B Dec. 1960 31.4 29.5 39.1 Jan. 1961 37.2 28.5 34.3 -j-18% —3% -12% Nielsen Share — Sunday thru Saturday 7 P.M. 1 1 P.M. WNAC-TV Station A Station B Nov. 1960 30.3 31.2 38.5 Feb. 1961 39.5 31.4 29.1 +30% —24% ■ . ■ • WfiFM An RKO GENERAL SUtlon For prime availabilities contact your WNAC-TV H-R Representative 60 SPONSOR • 3 APRIL 1961