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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
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