Sponsor (Apr-June 1961)

■I What they see on WJAC-TV THEY BUY! Perhaps you're not mowed down by statistics, but it's important to know that both ARB and Nielsen consistently rate WJAC-TV Number One in the Johnstown-Altoona market. What's more important is the fact that the people represented in those statistics are customers who buy the things thev see advertised on WJAC-TV. Just watch your sales figures grow like weeds when you showcase your product on the station purchasing people watchWJAC-TV! For Complete Details, Contact: HARRINGTON, RIGHTER AND PARSONS, INC. New fork Boilon Chicago Detroit Allonlo Us Angeles San fianasco il . Vol. IS, Wo. 25 • 19 JUNE 1961 SPONSOR THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE ARTICLES Radio's local goldmines 29 Community service programing opens new avenues to creative national advertisers who take the time and trouble to take advantage of them The crises in tv thinking — Part II 32 I" this second part of a special report, sponsor editors suggest questions that must he explored in order to find the answers to improved programing 1971 Report: 'Business is lousy but . . . 35 • • • our station's image in the ((immunity is very good.' says broadcaster looking back on his radio public service, thanks heaven for automation Tv billings rise for most products 36 Out of 32 industry classifications, 22 increased their video spending (via gross time billings) in 1960. according to the latest TvB report Q-Tips' radio folk song 38 Cotton swab maker holds onto 71% share of growing market with boosl from 32-market campaign featuring 'classic, pure,' style of Susan Reed World-wide tv: a dynamic fact 40 li bus grown astoundingly during past decade, ABC International's Don Coyle tells Inter-American Assn. of Broadcasters in Washington speech NEWS: SponsorWeek 7, Sponsor-Scope 19, Spot Buys 48. Washington Week 59, Film-Scope 60, Sponsor Hears 62, Sponsor-Week Wrap-Up 64. T\ and Radio Newsmakers 71 DEPARTMENTS: 49th and Madison 27, Sponsor Asks 42, Radio Basics 44, Commercial Commentary 46, Reps at Work 50, Seller's Viewpoint 72, Sponsor Speaks 74, Ten-Second Spots 74 IMglWMfillB^^ II illllllllPIIII muni ■ Officers: editor and publisher, Norman R. Glenn; executive vice president, Bernard Piatt; vice president and assistant publisher, Arnold Alpert; secretary-treasurer, Elaine Couper Glenn. Editorial: executive editor, John E. McMillin; news editor, Ben Bodec; managing editor, Alfred J. Jafje'; midwest editor Given Smart; assistant news editor, Hey ward Ehrlich; associate editors, Jack Lindrup, Ben Seff, Ruth Scli/anger, Diane S. Sokolow, Lauren Libow; columnist, Joe Csida; art editor, Maury Kurtz; production editor, Frances Giustra: editorial research, Carole Wedner Advertising: assistant sales manager, Willard Dougherty; southern manager, Herbert M. Martin. Jr.; midwest manager, Paul Blair; western manager, George G. Dietrich. Jr.; sales service/production, Shirley S. Allison, Barbara Parkinson. Circulation: Jack Rayman, Kathryn O'Connell. Administrative: office manager, Fred Levine; George Becker, Michael Crocco, Syd Guttman, Irene Sulzbach, Geraldine Daych, Jo Ganci, Manuela Santalla Member of Business Publications Audit of Circulations Inc. 1 © 1961 SPONSOR Publications Inc. SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial. Circulation, and Advertising Offices: 40 E. 49th St., New York 17, MUrray Hill 8-2772. Chicago Office: 612 N. Michigan Av. ( 1 ' > SUperior 7-9863. Birmingham Office: 3617 8th Ave. So., FAairfax 2-6528. Los Angele-.f Office: 6087 Sunset Blvd. (28). Hollywood 4-8089. Printing Office: 3110 Elm Av., Baltimore 11, Md. Subscriptions: U. S. $8 a year. Canada $9 a year. Other countries $11 a year. Single copies 40<. Printed U.S.A. Published weekly. 2nd class postage paid at Baltimore, Md. SPONSOR 19 .JINK 1%1