Sponsor (Apr-June 1964)

President and Publisher NORMAN R. GLENN Executive Vice President BERNARD PLATT EDITORIAL Editor SAM ELBER Managing Editor II. WILLIAM FALK Special Projects Editor CHARLES SINCLAIR Senior Editor WILLIAM RUCHTI Associate Editors BARBARA LOVE JANE POLLAK MELVIN J. SILVERBERG Editorial Assistant PATRICIA HALLIWELL Contributing Editor DR. JOHN R. THAYER Washington News Bureau MILDRED HALL Field Editors ALEX ORR (East) DON HEDMAN (Midwest) Regional Correspondents JAMES A. WEBER (Chicago) SHEILA HARRIS (San Francisco) FRANK P. MODEL (Boston) LOU DOUTHAT (Cincinnati) MARGARET COWAN (London) PRODUCTION Production Manager KERMIT KRAMER Editorial Production SUSAN VAN CALCAR Advertising Production LOUISE AMBROS SALES 49 New York BERNARD PLATT CONNffi NORTHRIDGE Chicago JACK SMITH Cleveland ARNOLD SUHART Los Angeles BOYD GARRIGAN San Francisco STEARNS ELLIS ADMINISTRATION Editorial Director BEN MARSH Production Director MARRY RAMALEY ( irculation Director JOE WOLKING Data Processing Manager JOHN KESSLER Advertising Promotion DWAYNE R. WOERPEI. Circulation Promotion GF.R1I \RI> SCHMIDT & £ sponsor APRIL #, 196 Vol. 18, No. ItS GENERAL 21 Don't push public too far, Henry tells station men Industry's major spokesmen wain of Pay TV at NAB's annual convention 27 Bumper crop of admen survey new products Distributors, producers, indicators, jinglesmiths at NAB convention report high interest among top ad shops 28 Don't let them grind you down Programming expert denounces Pay TV and those who support it in controversial highlight of NAB com lave AGENCIES 40 Computer use rises Computers in agencies have tripled in 10 months, but new applications are slow to develop TIME/BUYING & SELLING 44 Guide to becoming a first-rate timebuyer How to get into the wonderful, yet demanding, field — and then how to succeed by really trying 46 Is quality programming a neglected sales tool? M.I&A vice president sees over-improving research techniques a boon to timebuying, but program quality is sorely neglected, he states TV MEDIA Few really new themes in TV commercials festival Despite fact that largest TV advertisers are represented, admen see no breakthrough RADIO MEDIA 52 FM listeners becoming "mass" audience Study by Portland, Oregon, station shows that FM listeners still have above-average characteristics SYNDICATION & SERVICES 58 Tape wrinkles abounding in both TV and radio New developments in tape recording for aid media put stress on portability, sophisticated editing, and automatic operations DEPARTMENTS Calendar Commercial Critique Friday at Five National File 14 Publisher's Report [ 17 Week in Washington 5. 3 Sponsor-Scope 21 61 555 Fifth 11 SPONSOR® Combined with TV, U.S. Radio, U.S. FM iT is published weekly by Moore Publijhh Company, a subsidiary of Ojibway Press, Inc. PUBLISHING, EDITORIAL AND ADVERTISIN HEADQUARTERS: 555 Fifth Avenue, New York, N. Y. 10017. Area Code 212 MUrray Hill 7-80* CIRCULATION, ACCOUNTING AND DATA PROCESSING HEADQUARTERS: Ojibway Buildinc Duluth, Minn. 55802. Area Code 218 727-8511 CHICAGO OFFICE: 221 North La Salle SI 1 Chicago, III. 60601. Area Code 312 CE 61600. CLEVELAND OFFICE: 6207 Norman LamJ Cleveland, Ohio, 44124. Area Code 216 YE 2-6666. LOS ANGELES OFFICE: 1145 W. S.xth Sll Los Angeles, Calif. 90017. Area Code 213 HU 2 2838. SAN FRANCISCO OFFICE: 601 CalifornB St., San Francisco, Calif., 94108. Area Code 415 YU 1 8913. SUBSCRIPTIONS: U.S., its possejj sions and Canada $5 a year; $8 for two years. All other countries, $11 per year. For tutl scription information write SPONSOR, Subscription Service Department, Ojibway Buildina Duluth, Minnesota, 55802. Application to mail at the second class rate pending at Duluril Minnesota. Copyright 1964 by Moore Publishing Co., Inc. SPONSOI