Sponsor (Apr-June 1962)

Page scan 00035 from Sponsor

Record Details:

Title:
Sponsor
Date:
Apr-June 1962
Publisher:
New York : Sponsor Publications, Inc.
Volume:
Sponsor (Apr-June 1962)
Leaf #:
00035
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals","Television advertising -- United States -- Periodicals  LinkTelevision broadcasting -- United States -- Periodicals.
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Subtitle varies: The Buyers of broadcast advertising; The weekly magazine TV/radio advertisers use; the national weekly of TV & radio advertising
Date Added:
August 29, 2024
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SPONSOR 2 APRIL 1962 Many see 'trend' in commercials like this Pteyt** GLOVES Courtesy U. S. Tele-service INTERNATIONAL LATEX is one of numerous advertisers taking advantage of the growing piggy-back practice, especially on networks. Question broadcasters: are girdles and gloves 'related' products? Piggy-backs: ARE THEY HOGGING TV? Most broadcasters and Code Authority are protesting the increasing use of split commercials; advertisers defend it on budgetary grounds w nscheduled, but certain to be one of the most hotly debated issues of the NAB Convention, is the future of the so-called piggy-back commercial. This little piggy not only went to market; he could darn well corner it in Chicago. For months the intricate, increasingly sticky problem of two or more unrelated products backto-back in a one-minute announcement, especially on the networks (even though the products bear the SPONSOR 2 april 1962 stamp of single parentage), has been offending considerable segments of the industry. While national advertisers defend the practice on budgetary grounds — maintaining that the piggy-back is a single commercial — many broadcasters, flanked by the NAB Code Authority, are frankly and seriously alarmed. Even the networks, not flustered to a defensive by any FCC inquiry, are watching the growing practice with an avid eye. 29