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'SPONSOR
10 DECEMBER 1962
Vol. 16 No. 50
SPONSOR-WEEK / News
P. 11
Top of the News p. 12, 14 / Advertisers p. 56 / Agencies p. 56 Associations p. 58 / Tv Stations p. 58 / Radio Stations p. 61 / Fm p. 61 / Networks p. 62 / Representatives p. 62 / Film p. 62 Public Service p. 62 / Station Transactions p. 58
SPONSOR-SCOPE / Behind the news
P. 19
SPONSOR BACKSTAGE / Tv's travail
P. 26
KEY STORIES
WHO'S TO BLAME FOR NOISY MESSAGES?/ Agency chief, network execs disagree on who's responsible for loud messages. p# 29
NBC RADIO STRESSES MORE RESEARCH / Affiliates hear Sarnoff, McDaniel, [WT's Jones on out-of-homes, computer data. p# 32
GOVERNOR, PLEASE CALM DOWN: AN EDITORIAL / sponsor takes a firm stand in the LeRoy Collins controversy on tobacco ads. p_ 33
ALBERTO-CULVER'S TV SUCCESS FORMULA / AC president Leonard Lavin traces V05 Shampoo climb. p_ 35
'BENCHMARK RESEARCH' AIDS SPONSORS/ Benchmark is a necessary factor for measuring ad objectives. P. 38
WHAT TIMEBUYERS THINK OF PROMOTION / Buyers reveal what
station promotion works best and why. P. 40
TV SPENDING ON A ONE-WAY SPREE: UP/ Third quarter TvB re
ports give spot tv another 17% billing jump on last year. p_ 42
RADIO CAMPAIGN WAKES UP A SLEEPER / 50-year-old bedding firm overhauls ad effort; pushed mattresses on talk radio. p. 44
TV IS PROVED A SUPERMARKET BUILDER / Results are in from a TvB/WNHC-TV joint research venture in New Haven. P. 45
SPOT SCOPE / Developments in tv /radio spot P. 67
TIMEBUYERS CORNER / Inside the agencies P. 50
WASHINGTON WEEK / FCC, FTC and Congress P. 59
SPONSOR HEARS / Trade trends and talk
P. 60
DEPARTMENTS 555 Fifth p. 6 / 4-Week Calendar p. 6 / Radio/Tv
Newsmakers p. 63 / Seller's Viewpoint p. 66
SPONSOR ® Combined with TV <g>. U.S. Badto ®. C S FM Ti Executive Editorial, Circulation
«x_ »^ Advertising Offices: :..".:. Fifth Ave., New fork IT. 212 MCrray Hill : BO80 Mldweel Office: 612 N
, . -e Mirhisiin Ave.. Chicago 11. 812-664 1166. Southern Office 3617 Eighth Ave So., Birmingham 5 |l| !| 14) 206-322-6528 Western Office: 601 California Ave.. Ran Francisco 8, 413 YTJ 1-8818. Los Angeles ^» phone 213-464-8088 Printing Office: 311 Kim Ave. Baltimore 11, Mi Subscription: r s Ss ., year. Canada $0 a year. Other countries $11 a year Single copies lOi Printed U.S. A r weekly. Second class postage paid at Baltimore. Md. FJ 1962 SPONSOR Publication
When you buy Wisconsin's 2nd Retail Trade Zone . . .
Wm®$ QfWf If
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MADISON
flu:
C&v/-~
■hi'
TAILOR YOUR DOLLAR TO THE MARKET!
You can gel a lot more penetration for considerably fewer dollars in the Madison/South Central Wisconsin market -if you direct your coverage to the
actual S-county market. And not to "added" counties where you're already covered.
Buy WKOW-TV to make sure that you're paying solely for audience within this actual market. WKOW-TV brings your commercial into 90 per lent of tv homes, bright and clear ami unduplicated. You display your product more frequently, more efficiently.
Ask your Young TV rep to prove this to you!
mm
MADISON, WISCONSIN
Tony Moe,
free. Vice-Pres. & Gei. Mgr.
Larry Bcnrson, Pres.
Joe Floyd, Vice-Pres.
Ben Hovel,
Gen. Sales Mgr.
Represented by YOUNG TV
EEHiJ
Midcontinent Rioadcasting Group
WKOW-AM and TV Madison • KELO-LAND TV and RADIO Sioux Falls. S. D. • WLOL AM. FM Mpls.-St. Paul • KSO Des Moines
SPONSOR/ 10 UF.CEMBER 1962