Sponsor (July-Sept 1962)

ward diminished emphasis <>f the Heinz 57-keystone svmbol in favor <>f a Btylized Heinz logo at the bottom of the label. "Overall." he said, "the new label affords a stronger varietj identification for the benefil of consumers than was used in the old package." I'he new hahs food. Anderson added, is being distributed from the four Heinz factories in which the companv ha installed its new cooking process. These arc at Pittsburgh and Chamhersburg, Pa., Medina. N. Y., and Tracy, Calif. ^ TvQ (Continued from page 40) ■Umber of entries since the quiz scandals. Next year onlj one new one is contemplated. Slump the Stars. a successor to Pantomime Quiz. Other program types have average or below-average appeal. Here is what"s happening in these categories: // esterns. Western have been falling olf drastically insofar as newcomers are concerned. However, ihcii appeal has been average, savs TvQ. The three new westerns planned for the coming season will he of the ambitious, one-hour-long variet) and will represent a slight revival from the past season's single entry. Westerns are developing in new directions and ma) therefore maintain a stead) position. This season's new -hows are ft ide Country and Empire. both one-hour programs, and The I irginian, one-and-a-half hours long. Musicals and musical variety. These shows have been lumped together b) TvQ hecause the activity in these categories has been slight for several years. However, the success of Sing Along If ith Mitch may have encouraged a return for these shows. One music program, Voice of Firestone, and two musical varieties. Andy Williams and A'ov Rogers will debut this fall. Variety. The variet) categor) lias heen relative!) dormant for the past few years, says TvQ. One new one was introduced last year and was quite successful, hut nothing new icontemplated this season. Comedy \ variety). Comedians of the "stand-up" varietv have heen somewhat out of favor for some sears, insofar as experimenting with new shows on a long-term basis is :oncerned. In the past season the Boh \ en hart Show attempted to break the trend without BUCCeSS, In -pile of Blight hut consistent increases in the number of new documentaries and healths Q levels onl) "in i Bcheduled for next year, the " in\t<>n Churchill -eric-. ininiated comedies. Tin trend in this group wa up tin season, hut this categor) nevei panned out in terms of appeal. lor every age group, including children, the appeal i down, says TvQ. The one lieu cutis in this group i The Jetsons, which will characterize the space age. \ sidelight on last year's entry, the Flintstones. \\ hen (he producers dropped human characters for animal characters, the appeal for thiprogram went down with adults hut not children. Human characters were reinstated hecause the program could not sustain itself in the evenings w ithout an adult audience. Id venture. The trend is down numericall) in these -how-, -ass TvQ. which seems justified b) the slight downward trend in Q -cores. The -how -till appeal to teens and women hut are losing out among men and children. f^ lO P.R. HINTS \ Continued from page 1-1 I (5) When sufficient space is available, sou should offer some of vour studios for meetings of women's cluhs. civic organizations, and similar groups. Providing such regular meeting space at no cost or for token payment builds g 1 will with little effort. (6) V ureal field for public -civ ice exists in the organization of communit) television and radio workshop-. You can operate these workshops at small cost in cooperation with schools and colleges and with civic organizations and service clubs. Staff members of the -tation can teach the course in script writing, production, announcing, and similar branches of broadcasting. From time to time, you should invite nationally known guesl speakers. Operating such a workshop builds communit) good will, hut more important, makes it possible for the -tation to explain the workings of the American -\-tem of broadcasting either to community leaders or to young people who will some das become community leader-. (7) 1 ou should maintain up-todate mailing list of various cate SPONSOR 27 moist 1062 joiic aside from business prospect! I'he-e li-| should he c i n ilia I l/ed regularly, oi a the occasion arises, with important brochures and othei tvpe of literature. He sure that what vou mail i impoilant ami not trivial. If vou circularize youi lists w ith ti i\ ia v out readership w ill con stand) decline. \ ou should Bend all important Statements h\ the -tation manager and personnel, oi Bimilai statements b) officials of the network with which the -tation i affiliated Tin li-l should include name of all communit) leaders Buch a hank officials, educational officials, -late legis lators and senators, civic officials, labor leaders, physician-, denti-t-. and -erviie club leaders. To keep sour public informed about youi activities means winning new friends. If sou conduct your mailing operationwith dignity and common sense, those receiving your offerings should feel flattered at being considered of sufficient importance to be -o circularized. I !! i \\ hereser po— ihle. v oiii -tation should make financial contributions to all worth-while communit) undertakings. These contributions should be made with good taste and dignity and without fanfare and -elfacclaim. Thes are part of the price of good citizenship and no special credit should he sought for them. 1 0 1 Should the communit) be overtaken hs an unfortunate disaster such as a hurricane, explosion, or fire, your station should play a leading role in dispensing accurate news and information. \ou should never allow sensationalism, for to attempt to gain attention at the expense of disaster, personal or public, is cheapening and degrading. Stations can be of immeasurable help in identifying sictims. locating kin or tin dead or missing, and informing the public as to the presence of passing danger. Mans stations have distinguished themselses by this type of public -erv ice. i lOt When sour station make an error in ans of it operation-, you should immediatelv take the public into vour confidence and explain what has occurred. To keep silent IS to breed confusion and misunderstanding ami rventualls loss of confidence. This i the onls sound polic) to follow, also, in the case of strike or labor difficulties that ma) affect a -tation' operation ^ 53