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OCTOBER 26, 1964 • VOL. 18. NO. 43
33 New directions: travel turns to tv
Airlines, plus or her print-orienled travel advertisers, are switching media to reach broader passenger potential
36 Radio strengthens American Express image
Urgency and safety cliaracterize AmE.xCo commercials for travelers checks; prestige and convenience for credit cards
41 Burma-Shave ad load off the road and on tv
Forty-year roadside-sign tradition is scrapped for shaving cream's tv crack at competition's lead in the promising $100 million aerosol-lather market
44 Radio's rising tide
Attention to sound medium promises new high mark in analysis of 16-year Nielsen records. Total home-hours of radio use is now vying with pre-tv levels, according to CBS Radio research
48 Tv credits for AmExCo's credit cards
As part of its advertising "case history" in the making, travel company gives "whys" behind its first tv campaign
DEPARTMENTS
Calendar
62
Changing Scene
51
Commercial Critique
61
Friday at Five
3
Letters
12
Publisher's Report 1 0
Sponsor Scope 27
Sponsor Spotlight 58
Sponsor Week 16
Week in Washington 1 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 LaSalle St., Chicago, III. 60601. Area Code 312 CE 6-1600. LOS ANGELES OFFICE: 1655 Beverly Blvd., Los Angeles, Calif. 90026. Area Code 213 628-8556. 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.
Pretldent and Publisher Norman R. Glenn
EDITORIAL
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 Melvin J. Silverberg Gayle Hendrickson Editorial Assistant Patricia Halliwell Contributing Editor Dr. John R. Thayer Washington News Bureau
Mildred Hall
Field Editors
Ernest Blum (East)
John Bailey (Midwest)
Production Editor
Emily Beverley
Regional Correspondents
James A. Weber (Chicago) sheila Harris (San Francisco) Frank P. Model (Boston) Lou Douthat (Cincinnati) Margaret Cov/an (London)
SALES
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New York
Gardner Phlnney Norman Gittleson Chicago
Jerry Whittlesey Los Angeles Boyd Garrigan 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
Circulation Promotion Gerhard Schmidt
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SPONSOR