Sponsor (Oct-Dec 1962)

mercial and educational television. Main agency executives including Dick Pinkham, senior v.p. in charge of radio-tv, Ted Bales, and Herbert Zeltner, v.p. and media director, Lennen & Newell, have saluted Roe for his clear analysis of the problem. Said Zeltner: "Probably the only thing rarer than a truly fine tv program is an excellent book on the subject. For sheer readability and validity it is one of the best I've come across." Sociologist and author Leo Rosten described Roe's book as most knowledgeable, sensible and entirely fair. Though not entirely devoted to communications and advertising, there are sections of Vance Packard's new book, "The Pyramid Climbers," published by McGrawHill, which concern themselves with these avenues of persuasion. There are numerous references to the role of the rising executive in advertising and allied fields. Two books on "brain testing" are being read with considerable interest in the advertising fraternity. One is "The Tyranny of Testing" by Banesh Hoffman, published by Crowell-Collier Press, and the other is "The Brain Watchers" by Martin Gross, published by Random House. Broadcasters and agency folks will, no doubt, read "My Time Is Your Time," (Obolensky) the Rudy Vallee story by Vallee and Gil Mc 'Kean, to be published 1 December, f. Walter Thompson personnel, in particular, will dwell upon Vallee's account of The Fleischmann Hour, Fiction offerings. Nor are broad cast characters and ad row creations being neglected by contemporary novelists. Of recent origin: Walter Ross' "Coast to Coast" (Simon & Schuster) ; Steve Allen's "Not All of YoUr Laughter, Not All of Your Tears" (Bernard Geis Associates) and the upcoming novel, "Georgie Winthrop," by Sloan Wilson, author of the celebrated "Man in the Gray Flannel Suit." Harper k Row will publish Wilson's story of the man who lives next door to the man in the gray flannel suit in January of 1963. Morrow, some months ago, published Ted Rogers' novel, "Face to Face," dealing with the presiden tial i\ debates. Rogers, now stall producer tor MGM TV, was tv directoj loi Richard Nixon during and before the I960 presidential race. Great debates. Many earnest studies have been made of the presidential tv debates in I960 but the most definitive appears to be "The Great Debates: BackgroundPerspective-Effects," edited by Sidney Kraus with an introduction by Harold D. Laswell and published by Indiana University Press. The book contains comments from political scientists, tv experts, sociologists, etc., on the four debates. Detailed research and statistical studies are included as well as the lull debate text. A sober-sided, objective study of present television is to be found in "Living With Television" by Ira O. Glick and Sidney J. Levy and published by Aldine Publishing Co. of Chicago. A number of industry leaders have contributed specific chapters to "Public Relations Handbook," published by Prentice-Hall. Con IN THE SOUTHEAST'S DYNAMIC METRO AREAS JACKSON, MISSISSIPPI RANKS: * FIRST IN TOTAL PER-HOUSEHOLD SALES! * FIRST IN PER-HOUSEHOLD FOOD SALES! * FIRST IN PER-HOUSEHOLD APPAREL SALES! * FIRST IN PER-HOUSEHOLD FURNITURE AND HOUSEHOLD APPLIANCE SALES! * FIRST IN PER-HOUSEHOLD AUTOMOTIVE SALES! * FIRST IN PER-HOUSEHOLD SERVICE STATION SALES! * FIRST IN PER-HOUSEHOLD DRUG SALES! SOURCE: Copr. 1962, Sales Management Survey of Buying Power; further reproduction is Forbidden WLBT channel :HOLLINGBERY -WJTV channel KATZ SPONSOR/ 12 NOVEMBER 1962 51