Sponsor (Oct-Dec 1962)

'555/ FIFTH Letters to the Editor MEDIA'S TREATMENT OF AGENCIES Much has been written in your columns about how agency people should act when called upon by representatives of the various media. Too little has been said of how media should treat representatives of agencies. During a recent trip to Rochester I had a chance to experience both good and bad treatment. The purpose of the trip was to obtain marketing information for one of our clients. The first tv station I visited offered me 1,500 jumbo post cards and a window display when they heard I was interested in marketing help. As far as knowing anyone in the market to whom I could talk to, I had the feeling that they had come up on the same plane as I. They had no contact — and no suggestions. Late during the day, I had occasion to go to WOKR — they live up to their middle initials — OK. By the time I had left Rochester, they had scheduled interviews for me with every important buyer, jobber and distributor of the product I was studying. Too often the media forget that they have a responsibility to assist the agencies in obtaining local information. We do not expect to receive a direct answer to any question, but we do expect to be told who to contact and to have these contacts made for us by the stations. MICHAEL PRINTZ, marketing director, The Zlowe Co., New York. ENLIGHTENED PRESS-RADIO RELATIONS I think the WQUA editorial that appeared in the Rock Island Argus on 5 November is an example of enlightened relations between press and radio, as well as an example of how far radio stations have progressed in the matter of editorializing. We are told, incidentally, by an official of the Argus that this is the first time a radio station editorial has been reproduced in their pages, despite the fact that they own one of our competitors, WHBF in Rock Island. J. MAXIM RYDER, manager, WQUA, Moline, III. • WQUA's on-the-air editorial on Rock Island County politics was reproduced in its entirety by the Argus. Our salute to both WQUA and the Argus. ;:T,!i:;,::i: ■Tr""¥¥tlll\ wMLkNil/MIV NOVEMBER ABC Radio-Sindlinger symposiums: Detroit Athletic Club, Detroit, 27; Sheraton-East Hotel, Chicago, 28. Subject: effect of Sindlinger reports on advertisers. Electronic Industries Assn. committee, section, division, and board meetings: Jack Tar Hotel, San Francisco, 27-29. Maine Assn. of Broadcasters annual meeting: Augusta House, Augusta, Me., 28. Principal speaker will be NAB president Collins. Advertising Research Foundation midwestem conference: Ambassador West Hotel, Chicago, 29. Theme of conference: "The Ideas Behind Agency Computers." Advertising Federation of America board meeting: Poor Richard Club, Phila., 30; eighth district meeting: Red Carpet Inn, Milwaukee, 30-2 Dec. DECEMBER NBC Radio and Tv Affiliates meeting: Americana Hotel, New York, 4-5. Academy of Television Arts & Sciences meeting: Hollywood (place to be announced) , 10. Feature: BBC documentary film, "Television and the World"; panel discussion: Hollywood Palladium, 19. FCC Chairman Newton N. Minow will participate with other industry leaders in discussion of "What is Right and What is Wrong with Television." Assn. of National Advertisers first creative workshop: Hotel Plaza, New York, 11. Subject: management techniques in using creativity in advertising. International Radio and Television Society Christmas party luncheon: Roosevelt Hotel, New York, 18. SEMANTICS CAUSE CONCERN I was shocked at the semantics in Spot Scope (29 October, p. 67) . The editorial implication is that top 40 radio stations are not "quality." This statement is not expressed in quotes and therefore it appears as if sponsor magazine is saying that quality stations are other than those which play top 40 popular music. Thought you would want to correct this unintentional slur of some of the top broadcasting stations in the United States. ROBERT E. EASTMAN, president, Robert E. Eastman & Co., New York. • It is hereby corrected. The original designation used was "quality music." "Music" was inadvertently dropped. SPANISH MARKET ADDITIONS Re the Spanish Market section (5 November) , KWPC (AM & FM) , Muscatine, la., should also be in the Iowa stations list, with scheduled Spanish broadcasts. For four years we have done a Spanish news and interview program for a four-month period from July through October. Well over 2,000 Spanish speaking persons come into the area for the harvesting of tomatoes and pickles. We schedule two half-hours weekly. In addition to news in this area, we have made arrangements to bring them news from their own home areas in Texas and Mexico. GEORGE J. VOLGER, KWPC, Muscatine, la. .ailllllllllllllllllllllllllllllllllllllllllllllillll'W On page 51 of your 5 November issue, you print a list of radio stations that you say carry Spanish language programing. Your statement is correct. What I am concerned about is that you omitted KGNB at New Braunfels, Tex., which is a 1,000watt daytime station with primary coverage of San Antonio, Tex., which has an estimated Latin population of 63%. Here in New; Braunfels we have a Latin population of 45%. We have, since going on the air 1 April 1950, carried 2 hours a day of Spanish language programing and music with the same Spanish announcer as we started with. F. T. WILSON, manager, KGNB, New Braunfels, Tex. SPONSOR/26 November 1962