Sponsor (Apr-June 1964)

THE CHANGING SCENE McC-E Big Buyer at NBC McCann-Erickson is in the sales spotlight at NBC-TV. The agencj bought into seven of next season's shows on behalf of client HoffmanLa Roche and, via its Houston branch, contracted lor Humble Oil sponsorship of a June 9 special. On the roster for Hoffman-La Roche: Alfred Hitchcock, Daniel Boone, The Virginian, Wednesday Night a! the Movies, That Was the Week that Was, International Showtime and The Jack Paar Program. lite French Army, scheduled from 10-11 p.m. on June 9, will trace events, beginning with World War I, that have reduced L'Armee Francaise from a political power on a world scale to a force of questionable influence even in its own counable influence in its own country. Hints Shift in Storer Executive Hierarchy Kenneth L. Bagwell, vice president and general manager for WAGA-TV Atlanta will move to Cleveland around June 1 as vicepresident in charge of WJW-TV. Robert S. Buchanan remains as manager of Storer's Cleveland outlet, reporting to Mr. Bagwell. I here were indications that Storer plans two-man executive teams at all its stations, which could result in a great deal of top echelon shuffling. The hope, according to tv division vice-president Bill Michaels, is to relieve "the tremendous workload placed on station managers, leaving more time for productive organization and administration." Associated with Storer as general manager of WAGA-TV Atlanta since February 1961, Mr. Bagwell was elected a vice president this January. Before joining Storer. he was national sales manager of \\ I Y.I Miami. His broadcast career began at k()Y Phoenix. In 1947 he joined the announcing --tall of k\>/ Houston, ami later became program manager for that city's first tv station, now KPRC-TV. Mr. Bagwell returned to radio as pro gram manager of K X "S / I our years iater he returned to tv at WI'VJ. Charles C. Barry W. J. Colihan, Jr. Y&R Promotes Three Charles C. Barry, William J. Colihan, Jr., and James P. Wilkerson have been named executive ^^^^^_^^^^_ vice presidents at Young & Rubicam. Barry joined the agency in 1959 in charge ^L "^ / °f program and Ik^C talent in the tv K^M r a d i o depart ^\^ m c n t, was ,.,.,, named director James Wilkerson of the department in 1961 and senior vice president the same year. Prior to that he held executive positions in radio and tv with NBC, ABC, MGM and William Morris. With Y&R since 1936, Colihan has held key positions in several creative areas in the agency, including radio and television. He became a vice president in 1957 and chairman of the Plans Board two lcars later. Wilkerson came to the agency in 1940 in the media department and transferred to the traffic department in 1946. He joined the contact department a year later and in 1953 was named account supervisor and vice president. He was appointed a senior vice president and director of the International Div. in 1959 and the following year was transferred overseas as director of the agency's London office. He returned to this countr\ in 1963 in charge of client services. Expect Coke to Hypo Broadcast for New Arm It's likel) that the just-appriued Coca-Cola merger of Duncan Foods will generate some more business for spot tv and or radio. Marketer o\ Butter-Nut, Fleetwood. Maryland Club, Admiration and Huggins coffees. Duncan has if been spending under SI millio in spot tv. As an autonomous di vision of Coca-Cola, Duncan' broadcast budget will probably b increased. The acquisition was describe' by Coca-Cola president J. Pai Austin as a logical step in th product diversification program be gun in I960 when Minute Mai> was acquired. Austin also outlined lor a re cent board of directors meeting first quarter profit increase of 2 percent. Net profit was SI 1.967. 702, compared to S9. 838.094 fc the first quarter of 1963. Fin quarter earnings were 86 cents v: 7 I cents per share last year. H-R Warns Stations: 'Go Color' or Lose Out Nighttime black and white pre' grams, transmitted on a statio which telecasts color, do 44 peii cent better in high-income color t] homes than in black and white t] homes. With color set penetratk expected to approach 5 percent m tionally by the end of this yea this and other influences of col< on tv viewing become even mor, important than before. According to H-R. which is urj' ing all its stations to go to colo the advantage of a color progran is likely to be in excess of a fu' rating point. Coupled with the it crease in viewers per set in coh homes, the effect of color will sooi be evident in ratings reports, at cording to the representative fir Avery Gibson, vice president A H-R Facts Div.. reports in the H-'j' May newsletter on a special tas force study of ARB diaries. Hid lights, in addition to the above: Nighttime color programs get ; 82 percent higher rating in eoK homes than in b&w homes. Nighttime b&w programs, tran1 mitted by a station which telecas1 only in b&w, get 24 percent le audience in color homes than b&w homes. Daytime color programs get 56 percent higher rating in coh] homes than in b&w homes. Daytime b&w programs, tran mitted b\ a station which telecas onl\ in b&w, get 17 percent le audience in color homes than b&w homes. SPONSC