Sponsor (Oct-Dec 1963)

President and Publisher Norman R. Glenn Executive Vice President Bernard Piatt Secretary-Treasurer Elaine Couper Glenn EDITORIAL Editor Robert M. Grebe Executive Editor Charles Sinclair Senior Editor H. William Falk Art Editor John Brand Associate Editors Jane Pollak Barbara Love Audrey Heaney Nik! Kalish Jacqueline Eagle Diane Halbert Copy Editor Tom Fitzsimmons Assistant Editor Susan Shapiro Washington News Bureau Mildred Hall ContriliutinKEditors Dr. John R. Thayer James A. Weber (Chicago) ADVERTISING Southern Manager Herbert M. Martin Jr. Midwest Manager Paul Blair Western Manager John E. Pearson Mideast Manager John C. Smith Northeast Manager Gardner A. Phinney Production Manager Mary Lou Ponsell Sales Secretary Mrs. Lydia D. Cockerille CIRCULATION Manager Jack Rayman John J. Kelly Mrs. Lydia Martinez Gloria Streppone Mrs. Lillian Berkof ADMINISTRATIVE Assistant to the Publisher Charles L. Nash Accounting Mrs. Syd Guttman Mrs. Rose Alexander Cieneral Services George Becker Madeline Camarda Michael Crocco Joy Ann Kittas '555 FIFTH Letters to the Editor RADIOS .MAGIC ABILITY Thanks for a fine piece on Stan Freberg, 21 October. His creative contributions to the quaHty and effectiveness of radio commercials have been outstanding. We need to encourage a far better understanding among agencies and clients of: 1. iSlew techniques in radio production which are restoring, the "ma0c" of radio's ability to sell. 2. Hoiv independent creative shops can raise the effectiveness of radio campaif^ns. These organizations are increasing in number and ability in all parts of the country. They are one of the reasons I'm certain we'll see more and more use of radio by national advertisers. SPONSOR deserves plaudits for its part in the move. Maurie Webster vice president, gen. mgr. CBS Radio Spot Sales New York SELECT CODE STATIONS Fred Papert, board chairman of Papert, Koenig, Lois, says that "it would be a fine idea" for the FCC to step in if broadcasters cannot control commercial time allowances themselves. Mr. Papert is quoted in spo.vsoR, page 3, 14 October issue. This broadcaster is getting a little wear\' of the casual and careless comments about broadcasting made by some advertising-connected personalities who apparently have done little to inform themsehes about tlie potential conseciuences of our problems. If government is to control the number and frecjuencv of commercials, tlie ultimate effect upon advertising (and upon the fundamental freedoms of the people) is as obvious as the (effect upon the broadcasters themseKcs. C(>rtainl\' Mr. Pajiert iimst lia\e given some thought to this peril. Agencies and achcrtisers can ser\e best the cause of more accep table commercial balance by select ing those stations which abide b\ the NAB Codes, whether or no they are subscribers. Positive action of this sort by ad vertisers and agencies will be mort effecti\'e and more becoming. Cer tainly it is in the best tradition oj the self regulatory process which ij much more to be desired than gov ernment fiat. _ , ^ , John Coyle president^ KVIL Radio, Dallas SESAC LICENSES OTHER RIGHTS Your feature entitled "\\'ashington Week " which appeared in the 21 October issue of sponsor, reported that SESAC along with otheri ". . . similar groups license(s) only the public performance rights established in the (Copyright Law) for cop\ right owners." 1 would like to take this opportunity to point out that SES.\C represents not only the public performance rights of the music of its affiliates but in most cases also licenses their phonograph recording andi film s\ nchronization rights as \\ ell. John Koshcl, Jr. asst. to the president SESAC Inc. New York FOLK OR FAUST" APPRECIATED The basic problem in selling good music radio, fm and am, to ag(MK\ media people and their clients has been to give them a clear image of the Good Music station and the character of the audience. Your article of 21 October, "Folk or Faust, its all a new .sales aria," has defined this \ery clearly and i hope will be read thoroughly 10 b\ adxertisers i nd the agencies ser\ing tliem. C '. Otis Rawalt \ ice president Cood Music Broadcasters N(>\\ York SPONSOR^ L\S (KMOBIR l'l')3