Sponsor (July-Sept 1962)

'SPONSOR HEARS 24 SEPTEMBER 1962 / copyright imu A round-up of trade talk, trends and tips for admen General Foods, which seems bent on becoming a substantial customer of network tv specials, proved late by a day in picking up a replay of the Mary Martin version of Peter Pan on NBC TV (tagged around $500,000 for time, talent). An order had very shortly before GF's bid come in from Lipton and Timex. The food giant was ready to sponsor the entire two hours. ABC TV has apparently changed course in its previously posted restrictions on advertiser participation in the Wide World of Sports. An earlier memo had thumbed out among other things such categories as drugs and patent medicines and alcoholic or malt beverages. Pabst has since been gathered into the fold. Explained ABC TV sales: somebody went off base; certain types of proprietaries would be welcome. It'll cost ABC Radio $100,000 a year for the coincidental phone recall service that the network is buying from Sindlinger, the first of which monthly reports will be issued next week. The alliance was incidentally spawned by the network's strong dissatisfaction with Nielsen's system for counting actual listenership. As ABC Radio research manager Elizabeth Harris puts it: Sindlinger will orient his measure to people and not to machines (audimeters). N. W. Ayer has about seven years to go before it can celebrate its 100th anniversary but there's a quirk about its founding that may not be generally known to admen. The actual founder was Francis Wayland Ayer, who felt that he was too young to put his own name on the door and so he adopted his father's front initial and submerged his own identity in the "& Son." The elder Ayer's own interests were foreign to advertising. The theme about sons who have followed in the footsteps of their sires is one that catches the fancy of people in any trade or profession. Here's a random updating FATHER James T. Aubrey Robert T. Colwell Clifford Dillon Marion Harper A. W. Hobler Chester J. LaRoche Henry Legler Earl Ludgin Charles McKee Henry 0. Patterson of that theme as far as agency SON Steva Aubrey James T. Aubrey, Jr. Howard Colwell Richard Colwell Bryan Dillon Marion Harper, Jr. Edward Hobler Wells Hobler Herbert Hobler Chester R. LaRoche Ross Legler Roger Ludgin Rudyard McKee William Patterson men are concerned: CURRENT CONNECTION J. Walter Thompson CBS TV Kudner Bristol-Myers Benton & Bowles McCann-Erickson Needham, Louis & Brorby Gardner Videotape Productions C. J. LaRoche Ted Bates Leo Burnett J. Walter Thompson Ogilvy, Benson & Mather 52 SPONSOR/24 SEPTEMBER 1962