Sponsor (Apr-June 1962)

SPONSORWEEK/ lUunel962 masmammaammmmm CBS RADIO REPORTS $3 MIL IN MAY The CBS Radio network reported last week that it wrote $3 million in business during the month of May. Much of it, said network sales v.p. George Arkedis, was new or return business, not just renewals. He listed U. S. Steel, Sinclair Refining, General Cigar, Valiant, and AT&T. Other new business reported in the month of May includes buys by Knox Gelatine, Kayser-Roth Hosiery, Onamia Corporation, Nestle, General Foods, General Motors, Grove Laboratories, Standard Brands, and American Motors. Major renewals were made by Mennen, Liggett & Myers, WarnerLambert, and General Motors. Commercial, educational stations to cooperate Commercial and educational broadcasters will cooperate with each other through a formal organization for the first time. The Educational-Commercial Broadcaster Liaison Committee has been appointed by NAB and the Joint Council on Educational Broadcasting. Co-chairman of the committee are Rolland V. Tooke, WBC executive v.p., and James Robertson, NETRC v.p. for network affairs. Mutual problems and interests will be discussed by the committee. A subcommittee has been formed which will look into financial underwriting which would provide recognition without lapsing into commercial sponsorship. Robertson and Lee Ruwitch, executive v.p. of WTVJ, Miami, compose this committee. (Continued on page 60, col. 1) Mickey Mouse sales Buena Vista, in syndication with Mickey Mouse Club re-runs, has sales for fall starts in 30 to 35 markets as of last week. The series was formerly seen on ABC TV, and Walt Disney set up the syndication division. Fm penetration study a first Fm radio has an average wcfkU penetration of twothirds, according to the first nation-wide stud) of fm. completed recentl) by Pulse for the Triangle stations. In 27 metropolitan areas studied, 42 3% of families use fm service and 44% of them listen during the average day. The study was prepared in November-December 1961 and ua> released last week. An fm family characteristics study based on samples projectable to national dimensions indicated that 31.2% of families, or 14.9 million had fm. compared to 32.9 million who did not. Families with fm earn more, spend more, own more, and expect to spend more than nonfm families. They own 21% more cars and have a 63% higher expectation of buying a new one in six months. They own 30% more major household appliances. They spend 13 to 38% more on varying household items. Landsman named president of Channel 13, Rochester Rochester, New York: The board of directors of Channel 13 of Rochester, Inc. has named Richard C. Landsman as president and general manager. Landsman has been active in broadcasting and advertising for 20 years. For more than 10 years he was a radio and tv representative for the Edward Petry Company and The Katz Agency. He has also been assistant sales manager of WBALTV, Baltimore, and in November of last year he organized the Six Nations Television Corporation to file an application for channel 9 in Syracuse, New York. Most recently he was an account executive with WNEW TV New York. ABC RADIO TO REP WESTERN NETWORK The ABC Radio network will take over exclusive sales representation of its regional network, ABC Radio West, effective immediately. ABC Radio West was previously represented by Avery-Knoedel. Additional account executives will be hired in New York, Los Angeles, and Chicago, and will report to divisional sales managers. ABC Radio West now grosses $800,000 a year, compared to $200,000 a year when the regional network was first created. Barborka to Young as radio v.p. Clifford J. Barborka, Jr., will join Adam Young on 15 June as v.p. in charge of radio. Barborka was president of Better Broadcast Bureau and was v.p. for creative and marketing services at the close of a nine year affiliation with . , Dl . 0 C. J. Barborka, Jr. John Blair & Co., at which time he was identified with the "Blair Plan." At the same time Esther Rauch is joining Adam Young as director of radio research sales development. She was formerly v.p. of BBB and a promotion executive at John Blair. Adam Young stated: "When the fundamental changes based on Cliff Barborka's revolutionary radio selling ideas are put into effect, Adam Young Inc. will operate in a manner basically different from that of any other radio representative." The difference, according to Young, is that salesmen will offer ideas designed to solve specific problems of clients and potential spot radio advertisers. :: SPONSOR 11 JUNE 1962