Sponsor (July-Sept 1961)

24 July 1961/SPONSOR-WEEK sJAB: 'potential Bonanza' or fm stations in stereo (Chicago): A "potential bonanza" or fm lies ahead in the sale of tereo receivers, NAB radio v. p. John . Meagher told a convention of reail radio dealers this week. An NAB survey found that of 185 m stations planning to go on the ir, 77 will go stereo in 1961 and 21 hortly afterwards. JBC Spot ups Fromm Two promotions at NBC Spot ales were announced this week by p. Richard H. Close. Wilbur H. Fromm has been made director of new business of promotion. Alfred Ordover was appointed research manager. Fromm has Vilbur H. Fromm been with BC since 1955 as spot sales adversing and promotion manager. Ordover joined NBC in 1956 and )ot sales in 1960. ustralia in first tv slump (Sydney, Australia): For the first Tie in Australia, the infant tv inJStry is suffering a downturn. Tv advertising, for example, is <wn 43% below last year. Under esent economic conditions, there ive been no tv rate increases for e past 18 months, a highly unusual rcumstance in a five-year old tv dustry, reports Charles Michelson, c. Three factors behind the tv down rn are a general recession, limits credit buying, and fears that istralia's trade with Britain will ffer if the latter joins the Euro an common market. The slump is expected to affect Ports of U. S. telefilms. Both jantities of tv film imports and I ces paid for them may be re ced in the near future. MURROW SEEN ON CBS Viewers who have been seeing Edward R. Murrow on CBS TV stations lately may have gotten the impression that he's back with the network. Actually USIA director Murrow was only introducing an episode of International Hour, a series of tv programs obtained abroad and circulated among the five CBS o&o's. Murrow commented on the significance of the tv program exchange. He's the second federal official to make introductory remarks for the CBS series. The first was Philip Coombs, state department assistant secretary of educational and cultural affairs. Top 100 spenders heavy in tv The top 100 advertisers spent 53.3% of their measured expenditures in tv last year, TvB reports. Of $1.7 billion spent, $0.9 billion went into network and national spot tv. Last year the top 100 increased their ad budgets 5.6% in all media, about two-thirds of it going into television. Ninety-eight of the top 100 used tv; the other are liquor advertisers. Seventy-one regarded tv as their basic medium. Fifty-one spent half or more of their ad budget in tv, 33 spent more than two-thirds, and 10 more than four-fifths. For the top 100 network tv spending was up 8.5% and spot tv was up 3.6% in 1960. Bell Telephone's summer spearhead: 4 radio nets Network radio and magazines are spearheading Bell Telephone's summer travel promotion. Thirty-second radio spots have been running since June on all four radio networks. Bell's musical commercials tell specifically how telephoning can eliminate typical vacation troubles. Associated Bell companies are backing up the campaign. Agency is N. W. Ayer. Oswald named at GMM&B George Oswald has been elected a member of the executive committee of Geyer, Morey, Madden & Ballard, it was announced this week by chairman B.B. Geyer. Oswald, who jo i ne'd t'he agency as a senior v.p. six months ago, coordinates five of the agency's regional offices. Before coming to GMM&B, Oswald was v.p. and account supervisor at K&E. George Oswald Congress may look at radio (Washington): Congress has returned to the matter of old rivalries among radio stations for occupancy of scarce frequencies. Some legislators dislike the FCC's decision to put second stations on the clear channels, though informed capital observers see little prospect of Congressional action on the subject. This week, also, there were new hearings on pleas by daytime-only broadcasters for longer operating hours. 3 3NSOR 24 july 1961 More SPONSOR-WEEK continued on page 60