Sponsor (Oct-Dec 1963)

'PUBLISHER'S REPORT OiM inaii'i vifw of sikCniliraiit liiippriiiiitcs in hniudcutt udM-rti^iiiK f Steve Dietz takes a stand It \n as ABOl 1 Ifii years iigt) llial Jo«> \V ani, a SrallU' Imsincss <Mipiii«>ci ' who was ill the rast irnpltMiKMitiiig Hopaii Jones' iiig«Miiuii-> AHMI plan lt)r incasmitig radio «>l1(Mti\<Mit'». ■«at in my home in Mainaiuiiet'k and asked. '"Do von know \()iii neiphluM Ste\e Diel/y He one ail mkiii tli.il I guarantee will make liisloi\."" I tu'ver told Ste\e that, altlioiigli I tiid get to know liiiii «iiiile well. At the time he was with Bates. Later he moNed to Ogilw and then to K»'nvon \ Kikhardt. His prime recreation, I discovered, was returning periodically to his alma mater, Dartmouth, and spending u|)ward-. of a week chitming with his old prols. I la^t week Steve Dietz made histoi\. Keiuon \ F.( klianlt. wIk-h' he ix now <*xecuti\e \ ice president in charge ot marketing ser\ ice~. announced that it [)rt)p()ses (with the con<urrence ol its clients) to phn e national spot only on those tv and radio stations that suhserihe to the NAB Codes or tlieir e(pii\alent>. It's Steve's plan and he's the man on the spot. The broadcasting industry will applaud the move. For in one lH)ld -troke his agency puts new teeth into the NAB Codes, helps stations it'gulate themselves, and reduce the tlii'eat ol go\ernineiit interierence. If otiier agencies join in, this could well turn out to he a cla>>ic example of how the free enterprise system works to the henelit of all concerned. I a-ked Ste\e how it came ahoul. He explained that when he attended the lA Convention in April he heard a British ad\ertiser descrihe what had been done in Kngland on behalf of self-regulation. "So laturally." said Steve. "I began wondering what could be dniie in le I .S. under our ground-rules." The answer was simple. I se the NAB Codes as the base. Make it necessary for e\ery station to conform to the Code or to a speeihc »tandard of practice as acceptable as the Code. This would benefit and radio clients bv insuring good standards of performance an«l lore prestige tor the media. It would also be a practical wav for agencies to help make self-regulation operate. The actual work started 16 May with a meeting of the K\K Media olicy Committee of which Steve is <-hairman. Fellows like Joe Braun. fim Beale, Paul Roth, Jack Caplan. Dick Trea, and W alt Staab, who id the media setup at K&E. participated. The sessions contimie«l ind projects began working. For example, representatives were leried regarding their stations* aiiherence to the Coiles. Stations id groups that didn't subscribe were asked why. In some cases RKO General was an example) tlieir own codes were approveti. A study was made of tv stations in the top 50 markets and radio Please turn to VCl'NCY SKCTION. /)</i:r 4n WPTR ALBANY-TROY SCHENECTADY N. Y. > o wcco MINNEAPOLIS ST PAUL MINN DIFFERENT? If wcco ACCEPTANCE l-nioyv rhi conh.j.nt. .jt >tv Ou'ltrncc ofid odvcr titcrt ot dort WPTR Ihrn both hove potMd tH« true tctt o> o<c(ptancr, and there ■« no diltcreno WPTR't occcptoncc it mcoiurcd in lotgc port by the degree to which loeol odTcrtiiert molic uM of fh. ttotion an(i i1\ p. f\onnil PERSONNEL-SELL H^f, arr tome tiompUt of what locol odtcrtitw. think of WPTR't oir lolctmen Ken Porker hot on eiciulive one-yeor conlroct to do all Radio and Ttlcvition commeroalt tot Blue Crott-Bluc Shield. Jim Romtburg— doct the tntitt Rodio/TV ceoi mcrtiol |ob for Stewortt Ice Cream Jim Romtburg and Pot Polfer\oi» — I09«ttt«r lfc«T do lOCV of Sarotogo Vich» Wolcr commerciolt — Roiio and Television Pot Poflerton — pertonolity on oil of the Oliiir Oil Co Rodio/TV commercials Bob Bodgcr— does all the Rodio commerciolt Ht J M F'cldt — o huge ditcount deportment iter*. Ken Parker ond Art Simmert together ho»« turned out oil Top Value Stomp Radio commerciolt Thete were uied to rcplocc the tTt »»«f out by the national agency Frank Vitk — WPTR't Soles Promotion Director, handles Broadcast Copywriting lor Sleworts Ic* Cream, Mile's Submarine Sondwich Slsept, Midos Muffler, Olmr Oil Co omong ether lecol accounts RATINGS — Listener AccrploiK*? Look ol thc\. all doy ovcroges WPTR STATION X STATION Y STATION Z 2(,\ l»«b 1S% 14\ SOURCE The PulM liK . J«lv-AM«<ttl. IHl * YES: WPTR Albany-Troy-Schenectady VP & GEN MGR: Perry S. Samuelt V^ robert e.eastman. * co.,imw roproionling majar radio ifat^ani SPONSOR/28 OCTOBER 1963