Sponsor (1964)

SPONSOR WEEK ABC Radio to Launch Creative Commercial Workshop' For a fee, network will make available staff of top talent to produce radio commercials, many by name entertainers New York — In still another move to attract additional business to radio, the ABC Radio Network is in the process of forming a Creative Commercial Workshop, aimed at giving advertising agencies and their clients a helping hand in the preparation of radio commercials. The plan was the brainchild of ABC Radio president Robert R. Pauley. In commenting on it, he said, "There is a great need for creativity in the area of radio commercials, and network radio — with its ready access to top talent and with proper utilization of its programing people — is in an excellent position to provide valuable assistance in the area of commercial production." Just a few weeks ago, ABC Radio commissioned an in-depth study on effective use of radio as an advertising medium by Daniel Y a n k e lovich, Inc., independent marketing research firm. Still in the blueprint stage (although the network is reportedly testing it on an advertiser), the workshop would consist of a stafi of top creative talent. For a fee advertisers who ask for the serv ice will receive complete ABC Radio-produced commercials, man; by name entertainers. Pauley said he feels the neei for such a service exists becaus* many advertising agencies toda are "unwilling or unable" to takt advantage of radio's unique quali ties via creative commercials. "Who is better qualified to edu cate advertisers as to these uniqut qualities than the radio industr; itself?" Pauley asked. "It is ou' responsibility to show advertiser that effective commercials can be produced exclusively for radio." Stanton: Broadcast Crusade for Civil Rights Law Stanton "use 5000 voices' press the advantage its promising initial reception has given the forces of humanitarianism and freedom; to come forward with suggestions, approaches and methods to give the law effectiveness and to realize its towering advantages." All day and all night broadcasters are in touch, one way or another, with virtually every man. woman and child in the land, Stanton said. "The broadcast editorial has direct access to 56 million television homes — almost 93 percent of all the homes in the country. Forty-five million automobiles havi radio sets. No one can do as mucl as we to stimulate progress in vol untary compliance to the new law in allaying passions, and in quiet ing misgivings." Stanton pointei out that broadcasters have advan tages that the great crusading dail newspapers never had. "We ca communicate our editorials t« whole families. We can talk to teen agers, to children, to those who ar at home and those who are not. W have their attention. We need onl to make wise, effective use of it. n Harriman, N.Y. — Calling on the nation's broadcasters to take the lead in supporting the new Civil Rights law. Dr. Frank Stanton, president of CBS, declared at the second annual National Broadcast Editorial Conference, "We of radio and television are at a phase of history in this century similar to that of the daily newspapers when slavery was a commanding issue." "I suggest," the CBS president said, "that the broadcasters of America take this great moment in history and use their 5000 voices, heard on 156 million radio sets and 61 million television sets, in one mighty, continuing editorial crusade to make this law work: to is Broadcast Writing Dull Pompous, Says McMillin Harriman, N.Y. — Calling the general level of broadcast editorial writing "dull, pompous and confused," John E. McMillin. former editor of Sponsor and currently an advertising and broadcast consultant, suggested that a good editorial is much like a well-constructed radio commercial which always "seems shorter to listeners" than poorly constructed ones McMillin explained to his audience at the National Broadcast Editorial Conference that there are four "clear cut functions" of a broadcast editorial — to interes explain, convince and stimulate t action. "The biggest problem in editoi ializing today is not the 'fairnej doctrine.' " he said. "It is not th need for more exhaustive research or a greater sense of responsibility. The real problem, he said, ■ simply one of sheer, horribl wholly unnecessary dullness.*1 McMillin*s continuing interest i broadcast editorializing is shown il a just-released report, "New Void in a Democracy SPONSO