Sponsor (July-Sept 1962)
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SELLING THE UPPER MIDWEST?
DON'T FALL 73,496 SQUARE MILES SHORT OF GETTING IT!
Your product sales fall short of their rightful goals without KELO-LAND the Sioux Falls-103 County market that sprawls between the Minneapolis and Omaha markets, beyond television reach of either of them. But you can fill in this vital 73,496-square mile trading area the KELO-LAND Common Market — with a singlestation origination of your sales message. Your commercial on KELO-tv Sioux Falls flows automatically, instantaneously through interconnected KDLOtv and KPLO-tv to cover it all. Only KELO-LAND TV gives you this full product exposure throughout this great salesland.
Your commercial on KELO-LAND TV reaches 20% more homes than Omaha's highest rated station, 12.8% more than Denver's, 65.6% more than Des Moines'. — ARB Market Report, Av. Quarter-Hour Homes Reached 9 a.m. to Midnight, 7 Days a Week March 1962.
CBS • ABC
kelQland
KELO-tv SIOUX FALLS; and interconnected KDLO-tv and KPLO-tv
JOE FLOYD, Pros. • Evans Nord, Executive Vice Prcs. & Ccn. Mgr. • Larry Bcntson, Vice-Prcs.
Represented nationally by H-R In Minneapolis by Wayne Evans
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Midconlinent Broadcasting Group KELO-LAND/tv & radio Sioux Falls, S.D. i WLOL/am, fm •lis-Sl. Paulj am & tv Madison, Wi« I KSO Des Moines
i / ol. 16, Vo. 28 • 9 JULY 1962
SPONSO
THE WEEKLY MAGAZINE TV RADIO ADVERTISERS USE
ARTICLES
New tv boom — public service that's local and sponsored
25 SPONSOR presents special, fact-packed reporl on why man) national and regional advertisers are backing heavil) community-produced programs
Carson's credo for commercial copy
28 Johnnj Carson, who is to lake over celebrated Tonight show in October on \B< I'\ . sa> commercials should be enthusiastic, but <|uiet and honesl
Here's how Metrecal did it
30 ' '" -,n|\ behind Metrecal's successful reasoning to sell itself via sober tv commercials, told l>\ Mead Johnson's executive v.p., Robert Sessions
Admen now talk fm dollars, not just blue sky
32 New advertiser interest, expanded budget! — aided by data from Pulse, MPI-QXR studies -promise fall excitement for medium used to obscurity
Basketball builds an image
36 How Illinois Bel] Telephone build friendly image in the community with telecast of high school basketball drawing state-wide interest
TvAR goes a-tilting in net tv's daytime lists
40 Station rep firm answers NBC refutation of 'nighttime lilt' study — claims there is an even bigger 'daytime tilt" in the 'top 20' markets
Tv turns to tv to build audience
41 Fewer dollars will go to newspaper ads, more in on-air promotion this season as the networks streamline ways to build larger audiences
NEWS: Sponsor-Week 7. Sponsor-Scope 19. Sponsor-Week Wrap-l p 52. Washington Week 55. Spot-Scope 56. Sponsor Hears 58. Tv and Radio Newsmakers 64
DEPARTMENTS: Sponsor Backstage 14. 555 5th 17. Timebuyer's Corner 43. Radio Results 45. Sellei Viewpoint 65. Sponsor Speaks
66. I en-Second Spols 66
1
Officers: Norman R. Glenn, president and publisher: Bernard Plait, executive vice president; Elaine Couper Glenn, secretary-treasurer.
Editorial: editor, John E. McMillin: news editor, Ben Bodec: senior editor, Jo Ranson; Chicago manager. Given Smart: assistant news editor. Heyward Ehrlich; associate editors, Mary Lou Ponsell, Jack Lindrup, Mrs. Ruth S. Frank, Jane Pollak, Wm. J. McCuttie: contributing editor. Jack Ansell. columnist, Joe Csida; art editor, Maury Kurtz; production editor, Barbara Love; editorial research, Mrs. Carole Ferster; special projects editor, David Wisely.
Advertising: general sales manager, WUlard L. Dougherty, southern sales manager, Herbert 1/. Ifartin, Jr.; western sales manager, George G. Dietrich, Jr.; northeast sales manager, Edward J. Connor; production manager. Leonice K. Wertz.
Circulation: circulation manager. Jack Rayman; John J. Kelly, Mrs. Lydia Martinez, Sandra Abramoivitz, Mrs. Lillian Berkoj.
Administrative: business manager, C. //. Barrie; bookkeeper, Mrs. Syd Guttman: secretary to the publisher, Charles Nash: George Becker. Michael (in, id. Patricia I. Hergula, Mrs. Wanuela Santalla; readei service. 1/rs.
I limit Roland.
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0 1962 SPONSOR Publications Inc.
SPONSOR PUBLICATIONS INC combined with TV. Executive, Editorial, Circulation, and Advertising Otticcs: 555 Fifth Av., New York 17. Murray Hill 7-8080. Chicago Offices: 612 N. Michigan Av. ill). 664-1166. Birmingham Office: 3617 8th Ave. So., FAirfn 2-6528. Los Angeles Office: 6912 Hollywood 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 40c. Printed USA Published weekly. Second class postage paid at Baltimore. Md.
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