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'SPONSOR-SCOPE
28 CK.TOBhH I9(i.J
IntciprHation and ooonietitarr
on moit tiKnifu-ant tv /radio and markctiiiK newt o( tl>« wtmk
Watch for these trends in the first October Nielsen coming out this week.
Katiici lliaii |ii(i\i(iiii^ (IctiMiliM |ii(tiiii ot how the iirlssorks !ttuii(J, aiiij will tuiitimu' to rank loi rest of llie yeai , closeness of nighttime network Iv average ralingH I'ouhl mean protraclt-d halth for leader.shij).
While one network oliserver belie\e» liie "season's over" with tlie hi-^l OdoU-i national (and there are precedents to hack up the opinion ), others believe a lhre«'-day dead heat is possible by November.
Study of 3()-mark«'l .Nielsen Iv rating> available to date indicates the big program gaml)lc by ABC lA 's Tom Moore may ha\c paid off, and the network has weathered its crisis. Though CBS will most likely remain on top in average ratings, how far ABC has moved up in the nationals, and NBC's position, will U* worth observing. But most important, if the rankings are close, will be what dir«*ction ea<li network is taking.
Another major ad agency is gearing for the computer age— Foote. Cone & Belding
H]*^H c.\pecl> lo liavc cicttroiiic |)reparation ol i)i<)adcast and pi iiit a(i\i-rtisiiig estimates "early in 1965."
On order by FC&B is a General Electric 225 computer, which will Ik* installed in FX&B's new quarters in Manhattan's Ecpiilable Life Assurance Building. Meanwhile, the agency plan> to lease time on a similar computer at (iK's Information Processing Center in Chicago.
Newspaper reps are prodding papers to develop demographic data to compete with radio-tv.
.Nearly 1.000 kits, carrviiig profxisais trom Kc>earch Comnutlcc on Standardized Newspaper Auilience Kescarch. have been distributed by American .Association of Newspaper Representatives. Included in association are leading newspaper reps. Material suggests ways newspapers can get standard reader data for distribution to a(l\ertisei> and agencies. Included is suggested <piestiormairc and methods for making studies.
.\im is to get all papers to prepare standard material. Working with newspajn-r Bureau of Advertising. .\ANH has also prepared film strip, "Chance of Vahu-." for showing to advertisers and agcn(ic<. Shows changes taking pla«-e in t\ .
\\ liile first piece outlined in detail proposed research, second l»ooklet coming tlii^ week will simplify proposals for newspapers.
There'll be an interesting battle of the "Hootenanny" magazines this fall.
There arc luo ol tlicin. The liisl is i.illcil, siinpK. ■'liooUiiaiiny" and is l>eing published by Fred B. Tarter, with the first issue (dealing with folk music personalities, events, song lyrics, etc. ) due on the stands shortly. It is not tied speeificallv to the tv series, Hootenanny.
The second magazine is called "ABC-TN Hootenanny." and it's InMiig published under license by S.M.P. Publishing, New York. It will also contain articles almul folk music artists, much of it related to the tv series. It may, or may not, l>e a one-shot publication, depending upon public acrcptance. It's scheduled to \h on the stands 29 October.
Needless to sav, tv advertisers on Hootenanny have lieen approached by lH)lh publications in pursuit of print advertising dollars.
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