Sponsor (Apr-June 1963)

give us .1 cross-section oi the whole in.ii ket." Sponsorship also gives National the best formal Eor its commercials. Quoting research l>\ Schwerin and others, the agenc) affirms that its inside' conuneic i;iK give optimum performance. The bank's v. p., Granville Carrel, quoted the same opinion in a handbook published l>\ the FPRE in 1958. BBDO plans to buy more spot in future, and to continue blanketing suburban housewives with daytime radio. But the biggest change comes this month, when McCaffery quits WNBC-TV. He's going to WPIX; National will follow him there, but will also retain the Eleventh Hour Sexes under Frank McGee on the NBC TV flagship. The addition of a second program plus heavier New York spot buying was more or less planned for the coming year, but McCaf! cry's move may have pushed National's hand slightly. And it could work out well, for there are signs that New York's independent stations this year will make a strong bid in local market news coverage. In the spotvs. -program argument, BBDO's Leonard sees his client as trying to assume the role of a professional advisor, akin to a family doctor or lawyer. The bank's association with an outstanding news program, continuing over the years, has built an atmosphere of reliability, respect and trust. Unfortunately, nobody is yet able to measure atmosphere's return in dollars. Bank's don't agree whether an s&l formula could or should be struck. As a rough guide, a New York financial p.r. firm, Edward Thomas Associates, surveyed the comparative efficiency of local promotion for savings accounts. Its 1961 findings were that, for every local ad dollar, a bank or s&l could expect to attract between $98 and $112 in new deposits. In today's major markets, radio and tv now appear to be bettering those levels. BOB HOPE {Continued from page 46) touchables were tagged. Of course, Elliott Ness swore before he goes that he will get Danny Thomas on an antitrust rap. Imagine Naked City going oil. I he wa\ they heard about it, they said: "Get dressed fellows, you're through.'' They decided that Naked City was overexposed, it frightens people. When cops and robbers can't make it, what is there left to believe in? Have Gun Will Travel is traveling. This was an American institution— the Saturday night blood bath. A lot of Westerns are riding into the recesses of Madison Avenue — which proves that tv is setting a wonderful example for the entire world — that disarmament is possible. Communications are improving. I understand that we now have a teletype between Moscow and Washington so that Khrushchev can order his potato chips direct. This has promoted friendly relations between our two countries. Khrushchev sent Kennedy a case of caviar and Kennedy sent Khrushchev a case of tuna. You know, I have been very lucky in this business. I am not a doctor — I am not a cowboy — I am not a detective and yet I have survived for over twenty-five years on tv. I have a beautiful home, have sent my kids through college — I have everything I want all because I happened to see Bob Sarnoff coming out of that motel. You know, you gentlemen really have a great responsibility. In case of war you will be the ones to alert the country, even if you have to break into a commercial. No, seriously, you do because you are responsible for the most amazing instrument of mass communication known to man — a twenty-one-inch looking glass that shows the world full length. Just spin the dial — instant history. After knocking around the world for about twentyfive years, I have some idea of and a great appreciation of what America is. America is more than high sounding words; more than a symbol. America is a living, human thing and broadcasting is certainly pumping out the stuff which keeps mind and body alive. Broadcasting is the vital link in the chain between demand and supply — the supersalesman of American industry. Broadcasting is the dynamic force which helps turn the gross national products into that proud thing we call the American stand aid of living. Broadcasting is something far greater than that — it is the heartbeat of the nation, that pumps out the stuff which keep*the human spirit alive and alert. You men and women are the broadcasting industry. You have the great responsibility of meeting the needs of the American spirit, The waves and beams from youi radio and tv towers are the nation's arteries and thrusts these arteries into truth, the beauty of music, the beauty of the stage, and the theater, the beauty of art and culture, and through your electronic ar-J teries flow the warmth of laughter, the stimulating tonic of adventure. sports and travel, the intellectual rise of education and the spiritual glow of religion. That is why I consider it a great privilege to be a part of your work, and I thank you very much for tlii^ honor. ^ NAB REPORT (Continued from page 51) Contrary to Federal viewpoint, 'American people do not happen to agree with the broad indictments of the broadcasting industry," Rom ney said. He emphasized that improvements should come from the industry. He added, "In any discussion ol ethics and morality public officials and politicians are not in a position to make judgments." "The source of our nations strength is the freedom of its citi , zens; America will not be saved by money and Government. In all things the need is for people toj act," he stressed. ABC Radio affiliates heard re ports from their top executives on| the progress the network is making., ABC TV affiliates, in a rousing three-hour presentation unveiling the new programing for next seajj son, came away with an onward! and upward sense (see sponsor, 1 April). NBC Radio and TV and CBS TV affiliates, while not meeting formally, held special receptions and banquets. (For separate stories of othei meetings at the NAB convention, see Sponsor-Week, starting on pagej 15.) #> 58 SPONSOR/8 april 196S