Sponsor (Oct-Dec 1963)

^SPONSOR-WEEK 16 December 1963 p I Comparison: "In the really important, basic fundamentals of our business, advertising abroad is very much the same as it is here." Don R. Cunningham, v. p. of Foote, Cone & Belding, Los Angeles, told the Los Angeles Advertising Club the differences between advertising here and in other countries are "largely quantifiable." The problem-solving function, he said, is similar abroad and in the U. S., "You merely feed different factors into the equation. And sometimes you get wildly different solutions. Tv advertising in Germany, according to Cunningham (who just returned from that country) is limited to certain time periods, "and never on Sunday." Commercial programing starts at 7 p. m., when the audience is exposed to a series of eight to ten commercials, mostly of 30-second length. Twenty-five minutes of uninterrupted programing follows. After the program, another group of commercials are shown, and with the exception of an earlier block of commercials, "that is it for the day." Cunningham added, "everything is wrong with this system except one thing: It works. It works so well, last year advertisers ordered 500% of the total available commercial time on tv." Viewing jumps during funeral: Tv sets-inuse rose an estimated 264% in the New York area on the afternoon of President Kennedy's funeral, according to ARE. Monday, 25 November sets-in-use, much higher than on a 'typical' Monday, registered increases of 36.9% during early morning to 264.5% at 11:30 a.m. College Plan: Radio Advertising Bureau president Edmund C. Bunker reported last week on plans to provide RAB sales and advertising material to colleges and universities. Move is in recognition of "great need for highly-motivated, sales-oriented young men and women in the radio industry," Bunker said. New GM: Ralph W. Goshen has been named v.p., CBS Radio, and general manager of WCBS, New York, succeeding Sam J. Slate, who is joining RKO General as executive v.p. Goshen, who assumes new position 30 December, has been general sales manager of the CBS owned station since 1959. He joined the outlet from CBS Radio Spot Sales where he had been account executive since 1951. He started with CBS with WBBM, Chicago, in 1949. Before that he was local sales manager of WIRE, Indianapolis, for three years. Study staff set: George B. Storer, Jr., president of Storer Broadcasting, has been elected chairman of the steering committee for the RAB-NAB radio methodology study. Mary L. McKenna of Metromedia was named chairman of a technical sub-committee consisting of Hugh M. Beville, NBC; Melvin A. Goldberg, NAB; and Alfred N. Watson, RAB. The steering committee said the keynote of its operation will be "the fastest possible completion of a series of methodology studies designed to provide one or more valid methods of measuring the full radio audience." Lineup (of sponsors) for Kickoff: The Or ange Bowl Kickoff on ABC TV New Year's Day will be sponsored by Bristol-Myers Co. through Doherty, Clifford, Steers, & Shenfield, Inc.; North American Philips Co., Inc. through C. J. LaRoche & Co., and R. J. Reynolds Tobacco Co. through William Esty Company. Joins network: T^TMP, Milwaukee, becomes a CBS Radio affiliate 29 December, The station, not now affiliated, operates on 1250 kc with 5 kw fulltime. MBS to BBDO: Mutual Broadcasting, which left Erwin, Wasey, Ruthrauff & Ryan last month, has assigned its account to BBDO. The shift is effective 11 February. Second class postage paid at N.Y.C. A