Sponsor (Apr-June 1963)

MUSIC SCORING Goodyear— "Go, Go Goodyear" Young & Rubicam VPI Productions Bill Thompson, music director, Hollywood MUSIC WITH LYRICS Ford — "Lively Ones" J. Walter Thompson Sid Woloshin & Jack Wohl, music composers Jerry Jerome, arrangement & direction BEST USE OF HUMOR Laura Scudder Potato Chips— "Old Lady" Laura Scudder Divn, Pet Milk Co. Doyle Dane Bernbach Elliot, Unger & Elliot BEST COPY VW Station Wagon— "Box" Doyle Dane Bernbach Robert Levenson, copywriter BEST DEMONSTRATION Chevrolet Trucks— "Egg Demonstration" Campbell-Ewald Ty Thyssen Productions, Hollywood ON CAMERA SPOKESMAN Jack Gilford For Cracker Jacks The Cracker Jack Company OFF CAMERA SPOKESMAN Alexander Scourby For Johnson & Johnson, Excedrin, Olin Mathieson & many others ON CAMERA SPOKESWOMAN Joan Anderson For Purolator Oil Filter OFF CAMERA SPOKESWOMAN Darlene Zito For Sprite Soda, Yuban, Zest, Brylcreem and many others FESTIVAL DIRECTOR'S CITATION Gillette Safety Razor Co. & Maxon Inc. For maintaining an enviable record of originality, taste and style, with a directness of selling approach since the early days of television. While bringing to the American public an unparalleled parade of extra-special attractions, Gillette has consistently demonstrated its respect for that public and for its own role as an advertiser. KODAK (Continued from page 37) shows that its audience includes not merely the national statistical percentage of color homes — but almost the totality of a special class audience. Of the 11 million homes reached per average minute, a research study shows that approximately 9% — almost 1 million up per income homes — are chromatic viewers of Walt Disney's Wonderful World of Color. Thus, within the already above-the-average audience for this program, Kodak reached almost the entire group of color tv set-owning homes." Accurate timing vital The quality of color and color commercials as they reach the home presents some annoyance to Kodak ad executives, but is not of major concern. Whereas advertisements in magazines can be glossy and well-registered to present maximum fidelity to the actual photographs, tv depends on accurate tuning in by the individual viewer and "nobody likes beautiful Kodak prints to show up with blue grass and green skies." One color commercial now being shown on Disney, as well as on spot tv, dramatically demonstrates the speed of inserting the film cartridge into the fnstamatics by using skydivers. While falling at 120 milesper-hour, one of the divers loads and shoots pictures of the other — and the pictures turn out. Many viewers refuse to believe it, but Kodak executives insist the commercial is authentic and worked on the second try. Besides featuring loading speed, the Instamatic commercials point out the automatic controls for speed and lighting. $6 million invested Kodak has invested "upwards to $6 million" in the new line of cameras over the last four years. However, William Scott Vaughn, president of Kodak, does not envision instant earnings enlargement for EK because of the size of the company. The $1,056 million in sales last year was largely made up of camera sales — actually two-thirds for photo equipment (60/40, professional-amateur) , the rest mostly fibers, plastics, and chemicals. Earnings came to a record $140 million. Executives feel — if the successful introduction of Instamatic this year is any indication of future business— that the company should do even better next season. ^ WINNER URBAN LEAGUE CIVIC AWARD 4™ consecutive year KGFJ # 1 RADIO STATION in Los Angeles Selling the Negro Market # i Radio Buy to sell LA. Negro Market ■ TOP DJ PERSONALITIES ■ PARTICIPATION & COVERAGE OF NEGRO COMMUNITY AFFAIRS ■ SPIRITUAL & RELIGIOUS PROGRAMS ■ NEWS OF NEGRO COMMUNITIES ■ EXCLUSIVE PROGRAMS OF VITAL INTEREST TO ALL NEGROES ■ PUBLIC SERVICE FOR CIVIC, SOCIAL & RELIGIOUS FUNCTIONS ■ SPORTS BULLETINS 1st in Metro Area Negro Pulse Nov.Dec. 1962 KGFJ 1230 on Your Dial NON-DIRECTIONAL 24 HOURS A DAY 4550 MELROSE AVENUE LOS ANGELES 29, CALIFORNIA Phone: NOrmandy 3-3181 Represented by BERNARD HOWARD & CO. New York, Chicago, Atlanta, San Francisco The Pioneer Station Programming 100% to the Los Angeles Negro Market SPONSOR/3 june 1963 49