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'SPONSOR
22 OCTOBER 1962
Vol. 16 No. 43
SPONSOR-WEEK / News
P. 11
Top of the News p. 11, 12 / Agencies p. 62 / Advertisers p. 62 / Associations p. 65 / Tv Stations p. 65 / Radio Stations p. 67 / Networks p. 69 / Representatives p. 69 / Film p. 69 / Public Service p. 71 / Equipment p. 71
SPONSOR-SCOPE / Behind the nexus
P. 19
COMMERCIAL COMMENTARY / Insecure adman p. 24
KEY STORIES
TV'S BRIGHT NEW 'YOUTH KICK' Heavy concentration on the young adult market. Ford Motors leading the way with Lively Ones and American Motors with Young American. p_ 27
GEORGE STORER: PIONEER EXTRAORDINARY How George B. Storer, Pulse's "Man oi the Year," gave up oil and set aside steel to become one oi the country's most influential broadcasters. p_ 30
WHAT THE PUBLIC PAYS FOR ADVERTISING The man in the street pays lor advertising in the end, savs one agency man. who computes what the bill is per year and per hour ol tv viewing. p_ 32
CLIENT PLAQUE SURPRISES AGENCY / NAIA (National Assoc iation
of Insurance Agents) honors Doremus & Co. for its "outstanding services" on behalf of its 34,000 agent-members in I()(i2. p_ 33
A BRECK SWITCH: TV SURPASSES PRINT / For the first time, well known print advertiser John H. Buck. Inc. spends biggest share ol budget in tv, Drops specials for weekly. p_ 34
AUTOS: WHY SPOT RADIO CAN HELP With 1963 lines showing main new models, increasing competitive pressure is being felt. Adam
P. 37
Young recommends spot radio campaign.
SPOT SCOPE / Developments in tv/ radio spot
P. 73
TIMEBUYER'S CORNER / Inside the agencies P. 42
WASHINGTON WEEK / FCC, FTC and Congress P. 55
SPONSOR HEARS / Trade trends and talk
P. 56
DEPARTMENTS 555 Fifth p. 6 / 4-Week Calendar p. 6 / Radio/Tv Newsmakers p. 66 Seller's Viewpoint p. 72
SPONSOR PUBLICATIONS INC. Combined with TV ®. U. S. Radio ®. U.S. EM <g). ,i « » t Executive, Editorial, Circulation, and Advertising Offices: 555 Fifth Ave., Ne« York IT. 'jr.' MTJrray **/jmm&*' Hill 7-8080. Midwest Office: mi! N. Michigan Ave,. Chicago 11. 312-664 1166 Southern Office: 8617
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'♦\SHyx° 11. Md. Subscriptions: U. S. $8 a year. Canada $0 a year. Oilier countries $11 a year. Single
c«i»* copies 40c. Printed U.S.A. Published weekly. Second class postage paid at Baltimore. M.I
© 1902 SPONSOR Publications Inc.
HOOPER
CLOCKS
SENSATIONAL
KSO
RATING SPURT!
NOW TIED FOR 1st!
It had to happen! Unique new programming vigor has pushed up KSO neck and neck with Des Moines' longtime top-rater Station 'R.' The new look in Des Moines radio — KSO 30.7, Station 'R' 30.5, Station T 17.9. That's a 56 per cent gain for KSO since the previous Hooper, versus a 13'^ slide for Station 'R' and a 14' r slide for Station 'I.' Computed from Hooper Share of Audience, Mon. thru Fri., 7 a.m. 6 p.m. — July-August 1962.
DES MOINES and CENTRAL IOWA
LARRY BENTSON FRANK McCIVERN |OE FLOYD President Cen. Mgr. Vice-Pres.
Represented by H-R
EMSS
Midcontinent Broadcasting Group
KSO radio Des Moines; KELO-LAND tv and radio Sioux Falls. S. D.; WLOL am. fm MinneapolisSt. Paul; WKOW am and tv Madison. Wis.
SPONSOR 22 OCTOBER 1962