Sponsor (July-Sept 1962)

lii s and mechanical production (typography, engraving, etc.) . In addition, we are lucky enough to have a full-fledged radio and television department with complete equipment. Consequently, we train many people who go directly into radio and television work on the agency, network, or station level. A number of other schools around the country also offer down-to-earth radio and television training in stations operated by student personnel. In addition to Syracuse, such schools as Missouri, Illinois, and Iowa offer this opportunity — and there are others. Student caliber high. "While advertising agencies don't break down the doors to recruit advertising majors, we seem to place every worthwhile major who really wants to work in the agency area. During this last year, for example, we've placed people with J. Walter Thompson, Leo Burnett, Foote, Cone & Belding, Doyle Dane Bernbach, N. W. Ayer, and many others. A good number of the top agencies come to the campus to interview graduating seniors and graduate students and I can honestly say that agency after agency has expressed amazement at the caliber of the students. Best evidence of this is that every single agency is planning to make a return trip next spring; I have letters in the file to prove this. "Although most agency men think that each advertising major is eager to get into agency work, this is not true. Most graduates look first at company advertising departments. They like the opportunity and the pay scales offered by Procter & Gamble, Lever Brothers, General Electric, and other big companies. They're afraid of agencies— afraid they can't make the grade, afraid of the instability they've heard about, afraid they can't be married on the kind of money paid by agencies. I would say that generally the very best advertising graduates head for company advertising departments; the agencies get what's left. I'm talking about male graduates. Women graduates, who don't indulge in June weddings, most often end up in retail advertising departments or in agencies. A woman graduate, no matter how gifted, normally has a much rougher time getting that first agency job than does a man. "Can we really equip the student for agency work? No school, offering an advertising major, claims that its graduates can learn everything in school that can be learned on the job. But ranking schools offering advertising majors can deliver to the agency, men and women who know enough about media, about copy, about layout, about marketing, about general advertising procedure to enable them much more quickly to fit into an agency job niche. Schools can sort out for agencies the students who are naturals for the business, and those who are misfits. While almost no advertising educator will say his majors are ready to take over the first day on the job, everyone of them has had students who did just that. Educators are experienced. "Anyone not acquainted with what's been going on in advertising education in recent years might wonder whether the advertising educators are capable of judging the merits ol their students for advertising work. So far as I know-, every firstrate university department in the country is staffed by people of longtime experience in the field. To name a few, there's Warner at Washington, Britt at Northwestern, Gross at Missouri. Crawford at Michigan State. These men have held top executive posts in agencies, in companies, in media. By any standard, they are qualified to practice advertising, to teach advertising, and to judge whether a student has enough knowledge, drive, and potential to make it with an agency or with a company. "Advertising majors are not so numerous at the moment that advertising educators have become alarmed about a lack of job possibilities upon graduation. In most schools, there is a pretty sensible balance between the number of advertising majors and the number of jobs available. This situation is helped considerably by the fact that most advertising programs in school are tough enough to elimi(Pleasc turn to page 54) °oC surgery in a snowstorm? If picture quality isn't too important, viewers could watch another station in this market, but most people prefer to stick with us. Metro share in prime time is 90%, and homes delivered top any other station sharing the other 10%. (ARE, March, 1962) Your big buy for North Florida, South Georgia, and Southcast Alabama is <D WCTV TALLAHASSEE THOMASVILLE BLAIR TELEVISION ASSOCIATES IS SPONSOR 2 I SEPTEMB1 R 1962