Sponsor (Apr-June 1963)

"SPONSOR-WEEK Top of the news in tv/radio advertising (continued) ARF to analyze Simmons: Advertising Research Foundation basset study <>l W. R. Simmons magazine report "Selective Markets and the Media Reaching Them." Simmons is first research firm to have Foundation make detailed examination of syndicated research study, ARF chairman Dr. Lyndon O. Brown pointed out. News separated: WCBS-TV, New York will establish own news organization, operating separately from CBS News, though in close association. It is expected to be operative by 2 September. Sharp increase of news broadcasts, network and local, brought about the change. Appointments: Drew Brinkerhoff appointed general manager of CBS TV network operations. He has been director of Salary administration. Another CBS appointee is Harold Graham, formerly senior v. p. and manager of tv programing at McCannErickson, named program v. p., effective 17 June. At NBC Radio, onetime NBC page boy Robert Wogan has been named the network's v.p. of programs. Lanvin-Factor merger: Directors of Lanvin-Parfume and Max Factor have agreed to a merger. Lanvin had 1962 sales of some S19 million. Factor sales of $68 million. Gross tv time billings last year for both companies topped $2.5 million. Taft report: Taft Broadcasting reported $2.3 million net for year ending 31 March, up 22' '( from preceding year. Net revenues for the year were up 14f /( . Taft currently has pending proposal to acquire number of Transcontinent stations (sponsor, 15 April) . New WOW head: Howard L. Stalnaker, manager of Meredith's KPHO-TV, Phoenix, appointed general manager of WOW tv and radio. Omaha, effective 1 August. Frank P. Fogarty, Meredith executive v.p., who has headed WOW. will devote full time to Meredith Broadcasting at Omaha. Successor to Stalnaker in Phoenix will be announced later by R. B. Rawls, K.P HO general manager. Maxon Changes: Herman Rancher has joined Maxon as v.p. in charge of all creative service for Gillette toiletries division at agency. Rancher was formerly at ReachMcClinton. Robert Gibbons, formerly at McCann-Erickson, named v.p. and tv group head for same agency division. Latest appointments (see sponsor, 13 May, page 18) are part of separating toiletries division from razors and blades division within Maxon to follow similar moves by Gillette. Critics rebutted: CBS TV research pro) ect measuring effectiveness of magazines and tv (sponsor, 28 January) , if anything, favored magazines, research director Jay Eliasberg said last week in address to N. Y. American Marketing Association group. "Since our competitors have given so much attention to the few biases that did work in favor of television, I think it would be well to set the record straight," Eliasberg said. Of 13 possible biases, ten appeared to favor magazines, only three appeared to favor tv, be added. Of more than a hundred ways basic data from study could have been combined, he continued, television's advantage over magazines was always of same order of magnitude as shown in the report. ANA takes issue: A Federal Trade Com mission proposal barring prices in ads unless prices prevails in all advertising areas brought protest from association of National Advertisers. ANA said prices should prevail only in "substantial majority" of areas to be advertised. Since proposal would in effect bar advertising of new products, ANA urged new product exemption. SPONSOR-WEEK continues on page 48 14 SPONSOR/10 june 1963