Sponsor (Oct-Dec 1962)

"COMMERCIAL COMMENTARY by John E. McMillin A new year and new career The news that I was resigning as Editor of sponsor come 31 December was supposed to have been kept very hush-hush until a nice, stuffy, formal announcement could be drawn up. But like all pathetic little secrets in this supergossipy business it dribbled remorselessly out and Ad Age even carried the announcement that Bob Grebe was coming over from TvB to succeed me before sponsor got around to publishing the item. All of which illustrates, I suppose, the hazards of journalism along hazardous Mad. Ave. But the incident apparently has left a lot of people with a lot of questions (What happened? What's it all about?) and with only approximately one tenth of the full story. For that reason I want to make this column a kind of Christmas letter to dozens of good friends, and to give them, along with warm seasons greetings, a full explanation of what I am up to and why. First of all, about my relations with sponsor. In the nearly five years I've been working with Norm Glenn, I've developed an enormous respect for his abilities, his courage, and for the unique place he has built for this magazine in the world of tv/radio advertising. I'm very proud that Norm and I see eye-to-eye on the changes I shall be making on 1 January, that we've had no quarrels, no bitterness, no blowups, that we're good friends today and will continue to be. I'm also happy about Bob Grebe's appointment. I've worked closely with Bob on many projects. He has a solid knowledge of the business and the kind of executive ability which a hard-pressed editor of a weekly publication must have. (Bob, along with his other duties, has been responsible for running those impressive TvB meetings.) Finally, I shall be continuing this column of Coinmercial Comentary in sponsor in 1963 and am delighted to be doing so. So much for the situation here at 555 5th Avenue. An exciting intellectual challenge My decision to shed my editorial responsibilities was prompted solely by my desire to go into business for myself, and to concentrate on what has become, for me at any rate, the most exciting, significant and intellectually challenging development in our entire business — the burgeoning field of broadcast editorializing. Let's see if I can explain (and maybe communicate) my enthusiasm about this not-too-well-known subject. In the past few years, acting under powerful encouragement and pressure from the FCC, an increasing number of tv and radio stations have begun to take strong editorial stands on controversial issues. My work here at sponsor has given me a unique opportunity to watch, study and appraise this movement. Hundreds of station editorials have come across my desk. In planning articles, stories and columns on the subject, we've dug up all kinds of facts and background on editorializing practices and resvdts. I've been to dozens of meetings — NAB national and regional, the Editorializing Conference in Washington last winter, state broadcaster gatherings in such pleasant spots as Southern Pines, Hidden Valley, and Jefferson City, where editorializing was discussed. Most important of all, I've had a chance to talk at length with (Please turn to page 58) Bob Vaughn Bob is another reason why . . . more advertisers are investing more dollars on WSUN radio than at any time in our 35-year history! His voice keeps Tampa Bay area traffic moving smoothly on our Home and Highway Show each weekday afternoon. Put this authoritative voice to work selling your product in the Tampa Bay Market. One of the Nation's Great Stations 5 KW 620 KC TAMPA-ST. PETERSBURG Broadcasting 24 hours daily! Get all the facts from Natl. Rep: VENARD, TORBET & McCONNEU S. E. Rep: JAMES S. AYERS SPONSOR/ 17 DECEMBER 1962 17