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"SPONSOR-SCOPE
CONTINUED)
Reps are quietly optimistic about spot radio's chances for fall.
Spokesmen at a number <>f top rep firms put it this way:
• Mctm Broadcast Sales: I In nexl seven or right weeki ihould Ik Ihmw and the tall should be excellent
• Henry I. Christal: "We've had a bettei reception foi ipol radio in food category acconnts than in tin' past four years."
• Robert E. Eastman: "Tin market definitely look bullish for fall."
• AM Radio Sales: "'The old SUmmei fall-off and fall |n< kiip i none. Now, Contracts run all through the year."
Reps also expect that a number ot neu (or returning) client will rwell -|>ot radio coffers. These include Alberto-Culver, Colgate (with a 10-week campaign for a new product), Metrecal, and General Poods (for frozen foods).
WINS, New York, has made a painless transition to its revised format.
The independent outlet, which was considered a tar-out rock and roll station when Group W took it over, has carefully re-programed many of it segments, nxn in;: away from the "rock" image toward a blend of p<>|> music, new-, public affair-, comedy and even Shakespeare.
One major result: a more adult audience, and a gross revenue for the first -i\ months of this year which topped the comparable 1002 period by 20',' and which were "the highest in the history of the station."
Interestingly, the percentage gain above doe not include \\ [NS billings resulting from the New York new-paper -hike.
Four ABC TV specials on The Saga of Western Man are halfway home.
Upjohn is set for half sponsorship of the unusual historical series of tour shows, first of which is -dieduled 16 October. Package price tor four original telecasts, plus four repeats is $560,000.
Because of the nature of the -how-, the producer ha asked that commercials be scheduled as two 90-second announcement-, or one 2-minute and one [•minute to avoid program interruptions.
Long-length commercials have been tried by a number of major tv sdvertil (Chevrolet. Pontiae. Standard Oil. among others) on rull-Sponsorship shows, and have been found verv successful.
Relative calm on rating front may soon be terminated.
While work is proceeding smoothly on new standards tinder guidance McGannon's NAB group i 16), spprehension a ling is government
offensive will resume in verv near future, to pick up tei iblished earlier b)
Rep. Oren Harris and others.
W60R/29 july 1963 :i