Sponsor (1964)

& sponsor AUGUST 10, 1964 • VOL. 18, NO. 32 29 UHF — sponsor panacea or pitfall? Supporters see a new vista of boundless advertiser and viewer possibilities; others see trouble looming in the form of smaller audiences and higher ad costs 31 UHF: its past and its present Here is a brief history of UHF since its beginning in 1952 when FCC instituted a freeze on VHF stations 36 UHF: problems and prospects Lack of television sets able to receive all channels and difficulty in programing are two of UHF's major problems. A special FCC committee was formed in 1963 to delve into problems and their possible solutions 40 Day-to-day living with UHF A pioneer looks back to the early '50s when nearly insurmountable problems plagued U operators. A lot of misunderstanding still exists, he notes 42 UHF stations on the air State-by-state listing of all UHF stations on the air as of August 1 , 1964. Directory also includes stations that have suspended operations, but have not turned in their licenses; stations granted CPs through Dec. 31 , 1963; stations granted CPs since Jan. 1 , 1964; stations with applications filed during 1963, but pending FCC action; stations with applications filed since Jan. 1 , 1964 DEPARTMENTS Calendar Changing Scene Friday at Five Inside Sponsor Letters 62 Publisher's Report 8 48 Sponsor Scope 23 3 Sponsor Spotlight 50 1 0 Sponsor Week ] 7 1 0 Week in Washington ] 3 SPONSOR® Combined with TV, U.S. Radio, FM® is published weekly by Moore Publishing Company, a subsidiary of Ojibway Press, Inc. PUBLISHING, EDITORIAL AND ADVERTISING HEADQUARTERS: 555 Fifth Avenue, New York, N. Y. 10017. Area Code 212 MUrray Hill 7-8080 CIRCULATION, ACCOUNTING AND DATA PROCESSING HEADQUARTERS: Ojibway Building Duluth, Minn. 55802. Area Code 218 727-8511. CHICAGO OFFICE: 221 North La Salle St' Chicago, III. 60601. Area Code 312 CE 6-1600. CLEVELAND OFFICE: 6207 Norman lane' Cleveland, Ohio 44124. Area Code 216 YE 2-6666. LOS ANGELES OFFICE: 1655 Beverly Blvd ' Los Angeles, Calif. 90026. Area Code 213 628-8556. SAN FRANCISCO OFFICE: 260 Kearny St., San Francisco, Calif. 94108. Area Code 415 GA 1-0593. ST. PETERSBURG OFFICE: 6592 North 19th Way, St. Petersburg, Fla. 33702. Area Code 813 525-0553. SUBSCRIPTIONS: U.S., its possessions and Canada $5 a year; $8 for two years. All other countries, $11 per year. For subscription information write SPONSOR, Subscription Service Department, Ojibway Building, Duluth, Minnesota 55802. Second class postage paid at Duluth, Minnesota. Copyright 1964 by Moore Publishing Co., Inc. ♦«■?»" President and Publisher Norman R. Glenn Executive Vic© President Bernard Piatt EDITORIAL 6ft Editor Sam Elber Feature Editor Charles Sinclair News Editor William S. Brower, Jr. Special Projects Editor Ben Bodec Managing Editor Don Hedman Senior Editor William Ruchti Associate Editors Barbara Love Jane Pollak Melvin J. Silverberg Editorial Assistant Patricia Halliwell Contributing Editor Dr. John R. Thayer Washington News Bureau Mildred Hall Field Editors Alex Orr (East) John Bailey (Midwest) Production Editor Ron Granholm Regional Correspondents James A. Weber (Chicago) Sheila Harris (San Francisco) Frank P. Model (Boston) Lou Douthat (Cincinnati) Margaret Cowan (London) SALES New York Bernard Piatt Gardner Phinney Chicago Jack Smith Cleveland Arnold Suhart Los Angeles Boyd Garrigan San Francisco Stearns Ellis St. Petersburg William Brown Advertising Production Louise Ambros ADMINISTRATION Editorial Director Ben Marsh Production Director Harry Ramaley Circulation Director Joe Wolking Data Processing Manager John Kessler Advertising Promotion Dwayne R. Woerpel Circulation Promotion Gerhard Schmidt i SPONSOR