Sponsor (Oct-Dec 1962)

'SPOT-SCOPE Significant news, trends, buys in national spot tv and radio Evidently disheartened by increased rates and declining efficiency of spots in some of its major markets, Alberto-Culver (Compton and BBDO) may be taking a serious look at smaller markets. At the present time there is no plan to expand the market list, but a switch is reported on the horizon to markets where clearances and efficiency match A-C's $3 cpm figure. Only step in this direction thus far: AC bought New Orleans for the first time last week. There isn't much money involved, but spot tv and radio are in for some tickled funny bones this month and next. Source of the chuckles: The annual campaign for Iron City Brewery's "Olde Frothingslosh" (Ketchum, MacLeod & Grove). The brew, introduced eight years ago as a gag, has become the major holiday promotional item for Iron City. Tv and radio spots, 20s and 60s, will run on the brewery's regularly scheduled sports and news shows and on some 40 stations throughout the marketing area (Pennsylvania, Ohio, Maryland, West Virginia, Virginia, New York, New Jersey, Washington, D. C). New hitch in this year's promotion: the beer will be merchandised in a "sick pack"— a special six-bottle package. Spot tv is still riding high on the crest of Christmas business placements which began a few weeks ago. Some accounts gearing up for Yule-time campaigns: Corning Glass, Shulton, Dutch Masters cigar. And perhaps the biggest hunk of business in this area comes from Bromo-Seltzer — a remedy for over-zealous holiday diners. Leo Burnett has been carrying the ball in spot tv business placed out of the Midwest, with a very big P&G buy and two significant expansions of existing campaigns. The expanding accounts are Pillsbury, for its cake decorator, and Schlitz, which is plugging its new soft-top cans. For details of this and other spot action last week see items below. SPOT TV BUYS Pillsbury, which has continued its cake decorator distribution on a market by market basis, continues to add markets at the rate of two to three each week. Nighttime minutes are used exclusively for this product which Pillsbury introduced last summer. In some cases schedules are being expanded in existing markets. Agency: Leo Burnett. The buying team is Ruxton and Bentley. Schlitz is buying spot markets on behalf of its new soft-top cans, using prime time I.D.s, minutes and 20s. This is a market by market buy, with no noticeable regional pattern. The four-week schedule, with starting dates varied according to market, aims for 450 rating points for the ■imrainiiiimiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiihiiiiiiiiiihiiiiiiiiiiiiiiiiij WHAT ARE YOUR PHOTO REQUIREMENTS? "HADIBUTKNOWN" Vv hen we show a prospective client just a few samples of our publicity photography, he more-than-likely exclaims, "Hadibutknown!" This puzzles us for a moment but then he continues, nodding with approval. "Such fine photos," he says, "such fair rates ('did you say only $22.50 for 3 pictures, $6 each after that?') — and such wonderful service ('one-hour delivery, you say?') — why, had I but known about you I would have called you long ago." Well, next thing he does is set our name down (like Abou Ben Adhem's) to lead all the rest of the photographers on his list. Soon, of course, he calls us for an assignment and from there on in he gets top grade photos and we have another satisfied account. (Here are a few of them: Association of National Advertisers — Advertising Federation of America — Bristol-Myers Co. — S. Hurok — Lord & Taylor — New York Philharmonic — Seeing Eye — Visiting Nurse Service of New York.) Why don't you call now and have our rep resentative show you a few samples of our work? illllliilliilili BAKALAR-COSMO PHOTOGRAPHERS 111 W. 56th St., NYC. 19 212 CI 6-3476 SPONSOR/19 NOVEMBER 1962 75