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Sponsor identification with the community problems
Record sale of public affairs programing was made by WCBS-TV, N.Y., with package to Chock Full O'Nuts. L to r: Sam
Ostrov, pres., Chock Full O'Nuts; Norm Walt, Jr., v.p. and gen. mgr., WCBS-TV, and Jack Rosenthal, pres., Peerless Adv.
Pubservice tv packages click locally
Trend is toward multiple schedule buying Tv stations busy selling such program plans Favorable public image for advertisers
Indubitably, the tv station trend is toward selling multiple schedules of public affairs programing in package deals. And with an alert eye to beefing up their images and sales, there is mounting evidence that advertisers are lending a ready ear to such long-term arrangements.
Advertisers, national, regional and local, are indeed bounding into what might well be described as "consistent community-level communications" via the 21-inch screen with the use of quality public affairs programs.
Notable examples of this can be
seen in the recent jumbo-sized purchases made by advertisers on individual network o&o stations. Among the first of these deals was the record sale of a package of 52 weeks of public affairs activity on WCBSTV, New York, to Chock Full O' Nuts, which sells coffee, doughnuts and light restaurant meals in the New York metropolitan area.
West Coast purchase. Similarly, the sale of the heroic-sized local public affairs schedule on K.NXT, CBS-owned tv outlet in Los Angeles, to regular Maxwell House coffee. In the case of the coffee
account, the sale was mule via Ogilvy, Benson & Mather, with Ray L. Beindorf, general sales manager ol K.NXT, playing a dominant role in shaping the deal. In the matter ol Chock Full O' Nuts, Peerless Advertising, Inc., represented the client, and Norman E. Walt, [r., \ice president and general manager of WCBS-TV. played a significant role in the negotiations.
Nor lias WNBC-TV, the flagship station of NBC, been idle in developing what appears to be one ol the most attractive opportunities for a group of sponsors to participate in a public affairs programing project. Peter M. Alle. station manager for the New York video outlet of NBC, last week alerted top-rung advertisers and their advertising agencies to a subscriber plan entitled "Pathways," which permits
SPONSOR/26 November 1962
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