Sponsor (Apr-June 1964)

SPONSOR WEEK Goldberg Leaves NAB for Blair & Co. Research vice president resigns in friendly parting to take comparable post with national radio-tv rep firm NAB's vice president-director of research. Mel Goldberg, (who helped set up the Broadcast Rating Council, helped write the Minimum Standards for Broadcast Rating Research and who established the over-all NAB research program) has accepted a new post — vice president of planning and research in the New York office of John Blair & Co., national radio-tv representatives. One of the projects that Goldberg leaves behind him is a joint NABRAB radio methodology study that has just moved into the field. It's a recall study on radio listening to determine whether or not audiences can accurately identify the station they've been listening to, whether by call letters, frequency or program personality. Told that that was "really reverting to the start," Goldberg replied, "In research, you really have to start from the beginning." This and comparable NAB projects are expected to continue after Goldberg's departure. He's expected to begin his new work as soon as NAB has found a replacement, with the "no-laterthan" date given as August 1 in public statements. ( Behind-scenes sources expect a June 15 departure, however.) As part of his continuing NAB duties until then. Goldberg is interviewing and conferring "with several candidates" for the vice presidency he will vacate. Such action will only result in recommendations, however; final selection will be made by the NAM president and board. \ another facet of seeing through his NAB duties, Goldberg speaks this week before the AMA in Boston as well as before a Tv Code session in Washington. "Leaving the NAB was a very difficult decision," he says of his friendly parting from employers of the past two years He emphasizes that, as an insider, he's always hail NAB's Goldberg . . . "difficult decision" "enormous respect" for the NAB and the "difficult job" they have to do, plus "fondness and admiration" for Gov. LeRoy Collins, NAB president. For its part, NAB accepts his resignation with regret. Collins issued a statement declaring that the departing vice president "has done a most significant job for us, and his work has been exemplary and highly professional. We shall miss him. but it's good to have the sound foundations that he has helped so importantly to establish for our new research programs." Goldberg's forthcoming association with the Blair Co., announced by board chairman John Blair, is heralded as a boon to their research program. "There are a lot of unanswered questions in both radio and tv." says Blair president Arthur McCoy, "and we're going to be finding some of the answers oi'i our own. We've picked a top man for a top job." Goldberg's research specialization, which came about after his \1 \. from Columbia in 1945. will initially be applied to the longestablished Blair research department, later to specific (and possibly external) projects that. McCoj says. "can only be done by some one who knows how to blueprint and execute projects in depth." Before joining NAB, Goldberg was research director for Group W (then the Westinghousc Broadcasting Co.) for six and a half years. Earlier, he'd operated his own research company, was deputy director of the evaluation staff of the U.S. Information Agency, was director of research for the Du Mont Television Network and had served as news editor and research director of a television business magazine. He's an active member of the American Association for Public Opinion Research, the American Marketing Assn., American Statistical Assn.. American Sociological Assn. and International Radio and Tv Society. Humble Launches Product With Broadcast Schedule Humble Oil & Refining Co. will take to the air May 22 via hundreds of radio stations from coastto-coast. Object: introduction of c new premium gasoline, Paradvnc 44. Following on the heels of the radio spot kickoff will be local television advertising slated to begi] about May 25. The new produci will also be showcased on Humble-' scries of 1 3 spring and summei documentaries on NBC beginning May 24. The over-all advertising cam paign. involving all media, is thi largest the company has ever under taken on a single subject, according to the firm. The new gasoline will he pro moted in 45 states. Humble an nounced. Chicago Ad Club Names Harper Man of Year Paul C. Harper. Jr.. president 0 Needham, Louis & Brorby. has beet named "Advertising Man of th Year" by the Chicago Federate* Advertising Club at its a n n U a Hermes Award Dinner. A total of 40 gold Hermes tro phies and 109 merit awards, chosei from over 1200 entries, were pre sented at the dinner. 16 SPONSO