Sponsor (1964)

hkM\ The found weekend ■ ABC-TV, the leading program innovator last season and this, shows alertness to the children's market with an increased Saturday morning block, plus new youth attractions the next day, too — a real step toward bringing commercial scheduling into Sunday morning, as well as utilizing the children's allocated tv time, weekends, to full advantage. New additions to the weekend daytime lineup at ABC-TV this fall will start at 9:30 a.m. Saturdays with Buffalo Bill, Jr., Shenanigans and Annie Oakley (each half-an-hour long) running straight through until 11. Then comes the new version of last year's Casper cartoons. The morning block of youth-oriented shows isn't really concluded until American Bandstand (1:30-2:30 p.m.) is over. The Sunday lineup begins with the new Porky Pig (10:30-11 a.m.) and also includes Bullwinkle and Discovery '64, which follow in that order. These new additions, says Armand Grant, ABC vice president in charge of daytime tv programing, come "because of the success and acceptance by both viewers and advertisers of our children's program schedule." Among sponsors of ABC-TV children's shows for the upcoming season are: Discovery '64: Binney & Smith (art supplies) through Chirurg & Cairns: Sawyer's (stereo viewers and equipment) through Cole & Weber; Wrigley gum through Erwin Wasey, Ruthrauff & Ryan. American Bandstand: American Chicle, Ted Bates; Dr. Pepper, Grant Advertising; Sweets Co. of America (Tootsie Rolls), Henry Eisen; Toni hair products. North; Vick's Clearasil, Leo Burnett. Bugs Bunny: DeLuxe Reading (dolls, toys, games), DFS; General Foods, Benton & Bowles; Mattel (dolls, toys, games), Carson/ Roberts; Wyler drink mixes, Compton. Beany & Cecil: American Chicle (Fizzies soft drink), Lcnnen & Newell; DeLuxe Reading; Beechnut (Stripe gum). Benton & Bowles; General Mills (cereals), DFS; Gold Seal (Mr. Bubble soap), Campbell-Mithun; Mattel, as above; B. F. Goodrich (footwear), FCB; Sweets, as above. Magic Land of Allakazam: Beechnut, General Mills, Gold Seal and Mattel, all as above. New Casper cartoons: General Mills. Gold Seal. Mattel. ■ HW&W president Melvln Helitzer An agency believes — Children ai ■ The children's market has been available to ad-i vertisers and agencies for years, but until recently it was a comparative stepchild to the lucrative adult mar-i ket insofar as agencies themselves were concerned. Agencies have explored the market for clients who must reach it, but until February, 1963, no agency had elected to specialize in it wholly. It was then that Helitzer, Waring & Wayne, Inc., likely the only agency of its kind, was formed. Enthusiastic about the success television has with children's advertising, three men — Mel Helitzer. then advertising director of Ideal Toy Corp.. Saul Waring, account supervisor at Grey Advertising Agency, and Andre Baruch, a broadcast industry personality and agency executive — decided the time was right andt ripe for an agency specializing in the children's field, j The resulting firm opened its doors with some $1 million in billings and seven clients. Within weeks it| had 1 1 clients billing at the rate of $1.5 million a year. Today the agency is billing at the rate of S4 millionplus annually for 17 clients, and its staff has grownfrom seven to 35. President Mel Helitzer. who spent eight years all Ideal Toy and has 13 years experience in marketing to children, directs the agency's operations. His staffs members are no strangers to children's advertising having a range of 10 to 25 years' experience in the:; field. HW&W is as serious about the children's market, as its clients are. and seems determined to guide them with the best concentration of brains and know-how ever assembled on the subject. Advertising is the corej of its service, but the partners also counsel clients onj such points as packaging and product development! as well as on the fundamentals of advertising — | creativity, media selection, research. \ic other agencies alert to the potentials and present opportunities in the children's market'.' The an-| swer, says Mel Helitzer. is yes. More new agencies w il 36 SPONSOR