Sponsor (1964)

THE CHANGING SCENE Grant Chain Names McCann-Marschalk The VV. T. Grant chain, which has grown to include 1100 stores in 45 states coast to coast, is ready to take the plunge into national media, and broadcast may be in for a good part of the business. Spottv and radio oriented McCannMarschalk got the account, and is currently mapping strategy for the campaign which, it is thought, will be institutional in nature — to imprint the image of the growing general merchandise chain. Co-op funds won't be affected by this new advertising effort, nor will any money spent directly by Grant in local media. New Audience May Be Reached in Florida Test Sponsors pitching products to the older, retired set will be interested in an experiment going on at WWIL (AM-FM) Ft. Lauderdale, Fla., a noted retreat for retired people. Aware that a large part of its listening audience suffers from hearing impairments, the station will broadcast a special news program at 11 a.m. each weekday, immediately following the ABC network news, which will attempt a summary of all national, state and local items. It will differ from normal newscasts in that news director Jack Swart will screen the script to eliminate words and sequence of sound hard to distinguish on the air. The news will be read slowly and with the utmost possible clarity, and new proper names which a listener should know may be repeated. By the use of electronic filters, the station hopes to transmit only that range of audible frequencies best received by those with impaired hearing. Timex Bankrolls Wolper Moon Race Special U.S. Time Corp. has commissioned David L. Wolper to produce an hour-long special. The Race for the Moon, on the American effort to put a man on the moon by 1970. A network slot is being sought for August. Wolper first rocketed to production fame in 1958 with another network aerospace special, The Race for Space. This program will explore the controversy over the cost and feasibility of Project Apollo, cover the manned flight programs of NASA and include heretofore secret intelligence and scientific films of moonships and their space hardware as well as Apollo astronauts in training. gyiiiniiiiiiiiiiiiiiuiiiinniiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniii i m ii iiuiniiii SUMMERTIME WINTER PROMOTION Salute to Media Many tout the aura of "friend liness" which pervades their respec tive institutions, but in Utica, N.Y there's a bank which is going al out to demonstrate its amity. Ob ject of its affections? The city' advertising media. Homestead Savings & Loai Assn. thinks the broadcast statio newspapers and outdoor media the area "have continually gon> beyond the call of duty" in helpin to promote the Homestead mes sage. Because services vary ver little from bank to bank, the onl; truly valid advertising approach i the building of image, notes Home' stead. It is this abstruse task whicl1 the media have made possible. Sc the bank is running a series o] newspaper ads to show its gratitude, with individual stations an<' other media singled out for praise. >ai 1 WEEI Boston went all out to welcome new morning man Paul Winter by hiring six models to visit local agencies and distribute Paul Winter "snowballs." Happy admen here are Edward Vieux (I) and Tim Buckridge, both buyers at Harold Cabot Advertising. ilium in iiiiiiiiiiiiiiiiiiiniiiiiiiiiniii iiiiiiiiiiiiii'v iiiiiiiiiiiiin iiiiiimiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiniini iininiiiiii TvQ Swells Ranks Papert, Koenig, Lois has becom the 25th subscriber to the Tv( service, which consists of 12 re ports a year measuring, by age anc sex, opinions of all network tv pro grams and some syndicated series Also included as part of the bask service is an annual study combin ing three reports to provide ;' sample large enough to analyze, b; sex, such demographic characteris tics as region, market size, educa tion, etc. Fifteen other agencies subscrib to the rating service, all with bill ings over $50 million. In additioi to the three networks, the TvC roster includes such broadcas backers as General Motors, Humbli Oil and Refining, P&G and Ralstot. Purina. RAB's Radio Awards Three of the five regional radii awards given by Radio Advertisinj Bureau this year went to San Fran cisco-based advertisers and thei agencies. Winners (on the basi:1 of "most effective" commercials in '63) were Bank of America (John son & Lewis). Mary Ellen. Inc (Guild. Bascom & Bonfigli) anc Qantas Airlines (Cunningham « Walsh), all San Francisco; and P Ballantine (William Esty) am California Oil's Chevron (BBDO) both New York. 54 SPONSOS