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w^r%s*&i**s%r% iAfffarBi#i Top of the news SPONSOR-WEEK '» tv/radi° advertising
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FCC: ABC'S NIXON SHOW WAS WITHIN ITS DISCRETION
The FCC en banc acted last week to rule the ABC TV Howard K. Smith show on Nixon to be within the editorializing discretion of the network and stations. The Commission announced it will explain its ruling to the 2,000 complainants against the shoAV. The FCC quoted ABC's explanation that it made no attempt to glorify Hiss and commented that it regarded the network's presentation of a spectrum of views on Nixon as controversial but fair.
ANA WORKSHOP HEARS TALKS ON CREATIVE MANAGEMENT
Discussing client and agency problems in creative management, and ways to increase creative effectivenes, Wilson A. Shelton, Compton executive v. p., Max Banzhaf, Armstrong Cork v. p., and Benn Wells, Seven-Up v. p. addressed the ANA workshop in New York City last week. (For story, see p. 33.)
PETRY TV REPLIES TO LIFE'S REGIONAL PLAN
In response to a recent Life Magazine promotion of its regional plan, Petry Tv recently reported that spot tv delivers 69% more unduplicated homes in one area and 92% more in another than what the newsweekly blueprinted. Stated Martin L. Nierman, Petry Tv executive v. p.: "National publications cannot become adequate local and regional sales tools merely by subdividing their circulation."
NBC INTERNATIONAL PART OF BIGGEST LATIN TV WEB
What will be the largest nation-wide tv network in Latin America, Radio Caracas Tv, will be completed in 18 months to reach 97% of Venezuela. NBC International, which owns 20% of the web, will play an active part in the expansion, NBC International board chairman George A. Graham, Jr., reported last week.
KLEMM ADDRESSES MISSOURI GROUP
Community-oriented radio stations better express the new spirit of the nation than any other medium, stated David R. Klemm, speaking last week before the Chamber of Commerce of Doniphan, Missouri. He's director of promotion for the Balaban Stations.
HOW TO DRIVE MARKETS UP THROUGH PROPER PRICING'
Leonard H. Lavin, president of Alberto-Culver, explained his company's fourpoint philosophy lats week before the Association for Corporate Growth in New York City. The points: 1) marketing only quality products, 2) pricing at mass premium prices )3, putting a maximum expenditure into tv, including daytime and nighttime network and spot, and 4) pre-testing of commercials. Lavin stated that proper pricing, leaving a margin for advertising, was the most important factor in growth. He said: "Our experience has shown that time after time immediate sales reaction results from extra dollars spent on television."
SPONSOR-WEEK continues on page 64
14 SPONSOR/ 17 December 1962