Sponsor (Apr-June 1964)

MASS GIVEAWAY It's not clutter if it's yours. For the church, charity, fund drive or other public service trying to reach the mass audience with a spot, that spot — which is inseparable from all other ingredients under the name of clutter — is not clutter to the benefiting organization. SPONSOR'S Charles Sinclair was assigned to unravel enough of the fuzzy controversial ball for a feature story. He was astonished to find that a multitude of the very people loud in their criticism of television clutter are often also part and parcel of the organizations contributing to the "clutter" they are complaining about. For Sinclair, and other SPONSOR staffers, the research was a cross between playing detective and an exercise in diplomacy. From the sleuthing standpoint, it's an area where the facts are available — if you dig deep enough. As to the diplomatic side, the mere hint that these messages for the public good might be considered tv clutter was enough to bring the gleam of the vigilante to the eyes of the professional publicservants. It was like attacking motherhood, apple pie, the Army, Navy and the Marines. It didn't matter that Sinclair explained that we were not against any public interest organization or that there was simply an important story in the nation's biggest media handout of over 150 million dollars worth of air time and facilities. Clutter, like beauty, is in the eye of the beholder. The Storj begins on page 27. (Sum. azfe^ How To Boost Radio Your Publisher's Report in the Sponsor issue of May 4 was received with great alacrity by those of us dedicated to helping make radio a billion-dollar industry. And I might add a footnote. The economic status of radio can be heightened through greater program creativity, responsibility and service to the public — all segments of it — as well as through sheer salesmanship and promotion. Sherrii. W. Taylor Vice President Radio NAB Washington, D.C. Bell Sounds on Codes Thanks very much for your support of the Code and my remarks at the Poor Richard Club. I deeply appreciate your column about it in the April 20 issue of Sponsor. I am also glad to know that yoifll be watching closely developments in this area. The tobacco code is, of course, an example of an industry setting up self-policing machinery. If it moves, it will greatly help our own effort in that particular field. Howard H. Bell Director The Code Authority NAB Washington, D.C. Out-of-Home Hoopers The prominence of business establishments as a major factor was well documented in your recent story, and congratulations are in order for Sponsor's astute recognition of its importance. We were quite pleased that WHN could be part of the story because of its dominant position among business places in the New York area, according to Hooper. Hul. we are equalb pleased that radio advertisers can demonstrate considerable strength with the people who buy as well as sell their products. John ('. Moi i R Pr\ sident Storer Radio, lm . \, m York, \ ) . Norman W. Glenn Howard Gottfried The Right Norman Glenn The Norman Glenns of the industry should incorporate. When our Norman Glenn was appointed executive vice president for programing last week, you transposed his picture with a bespeckled gentleman who, we assume, someone at your printing plant took to be your Norman Glenn because he wears glasses. Our Norman Glenn (middle initial "W") is spending his time straightening the confusion, as is our Howard Gottfried. Bud Rifkin Executive Vice President United Artists TV New York, N.Y. Likes the "New Look" Congratulations on your new appearance! The wider spacing between lines makes your well written articles easier to read. The judicious use of color and lively layout indicate a well edited book. Al Dann Infoplan New York. N.Y. We're Sorry In our Radio Yardstick story (Sponsor, May 4). we made frequent reference to WLW. In several places, however, it's designated as W1W. Some 25 members on our editorial and business staff know that WLW are the correct call letters for one of the most famous radio stations in the world. It seems we have one linotype operator and one proofreader who did not. They do. too. now. to SPONSOR