Sponsor (Oct-Dec 1962)

Record Details:

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'SPONSOR-WEEK Top of the news in tv/radio advertising (continued) 3FK, MINOW, ACLU STATIONS SUPPORT HAGERTY President Kennedy, FCC Chairman Newton Minow, and the American Civil Liberties Union have defended the position of ABC News chief James Hagerty in resisting pressure attempts by advertisers to censor news. But the ACLU also defended the right of Triangle's WHNC-TV, New Haven, and WFIL-TV, Philadelphia, to drop the program "if the principle of self-decision on news presentation is to be preserved." In New York City, two stations, WMCA and WNEW, went on the air with editorials which defended Smith or warned of advertising censorship of news. So did WJRZ, Newark. NINE-MONTH NETWORK BILLINGS ROSE 13% Network tv gross time billings for the first nine months of 1962 were $580.1 million, up 13.0% from last year, reports TvB. In September, billings were $63.9 million, up 15.2% from 1961. From January to September, ABC TV rose 7.5% to $149.1 million, CBS TV was up 17.8% to $226.1 million, and NBC TV had an increase of 12.0% to $205.0 million. All daytime increased 18.8% to $179.7 million and all nighttime was up 10.5% to $400.4 million. MAGNAVOX-NAFMB PLAN STARTS TODAY In the first arrangement of its kind, Magnovox (K&.-E) today will begin receiving spot announcements on 150 stations for six to nine months. The cost, $150,000, will be re-assigned by participating stations to NAFMB to start a research and promotion program for fm. NAFMB president T. Mitchell Hastings expected the fm project to involve research and agency media people and to be in full operation by January. The Magnavox buy is the largest in the history of fm. Elsewhere fm broadcasters are trying to differentiate themselves from am with a quality image of their own. Fm listeners earn more and spend more and are better educated, James Sondheim, president of Novo's QXR Network, noted recently. Broadcasters in fm point out that the programing can be quite different from am, and that many commercials accepted by am stations are not acceptable, forcing agencies to prepare special commercials for fm. GROCERY INDUSTRY SEEKS MORE TV EDITORIAL COOPERATION A controversy was started by Grocery Manufacturers Association president Paul Willis, speaking before the annual TvB meeting in New York recently, when he asked for more editorial cooperation from tv. (For story of speech and trade reaction, see p. 27.) Y&R OPENS MILAN OFFICE Sumner J. Winebaum will be managing director and Rita Maiocchi will be media director of Y&R's new office, opened in Milan, Italy, last week. The office will report to Francis E. Gearon, Frankfurt managing director. SPONSOR-WEEK continues on page 14 12 SPONSOR/26 November 1962