Sponsor (Oct-Dec 1964)

State Broadcasters Protest SRDS's Dropping of Small Station Listings New York — Both the Georgia and Pennsylvania associations of broadcasters have joined with the NAB in protesting Standard Rate and Data's decision to eliminate monthly listing of small market radio stations and all FM stations (see Sponsor, Oct. 26, p. 4). In a letter to C. Laury Botthof, SRDS publisher, the GAB said: "We view this proposal as destructive to the backbone of the nation's radio system — the small market stations who serve the needs of half of our citizens. GAB believes your proposal is unfair and harmful to the strength and growth of radio." Admitting that SRDS has "economic reasons" for its move, the GAB suggested that it would "take the responsibility for and provide all the mechanical service required to keep up the Georgia small market listings on a monthly basis. Through our office we will handle , all changes and provide liaison from . the stations to you — thus concelling out your costs in this area." , The PAB's ad hoc committee set up to review the situation recommended "that a reasonable limit be placed on the amount of free listing space, with a reasonable charge being imposed for any additional space over the maximum; and that a reasonable charge be made for making an unreasonable number of listing changes in any one year." Paul Whiteman Joins Triangle as Consultant Philadelphia — Paul Whiteman, dean of American musicians and one of broadcasting's earliest stars, has been named special program consultant for Triangle Stations. Whiteman, who first spotlighted Bing Crosby as well as many other stars, will develop program ideas and formats for Triangle's radio and tv outlets and its syndication operation. His first project will be Pops Goes to College, a half-hour color tv series featuring undergraduate talent slated for 1965 release. This is the first time Triangle has engaged an active outside consultant. The PAB committee argues that "the adoption of this program will not only eliminate the forms and material which SRDS maintains has caused its current problem, but actually bring about a material increase in its revenues. . ." NBC-TV Signs Dean Martin For Regular Weekly Series New York — Dean Martin, star of many tv specials, will be showcased in his first regular weekly series during NBC's 1965-66 season. Announcement of the entertainer's signing was made last week by Mort Werner, vice president of programing for NBC-TV. The Dean Martin Show is planned as a full-hour variety program featuring name guest stars each week. It will originate in the NBC studios in Burbank, Calif. Martin made his first solo tv appearance in 1957. Taint Funny, McGee!' New York — Humorous commercials are "less effective than non humorous commercials," argues Schwerin Research Corp., and the firm cites a six-month study to prove its point. Pointing out that "whimscy in advertising, like garlic in cooking, is best used sparingly," the Schwerin study showed that a seasoning of humor appeared to help, since the best proportion of winners among the commercials evaluated was returned by those commercials that contained some humor. The majority of commercials studied (72 percent) were not humerous, "or at least not intentionally so," and 25 percent of these were above average in effectiveness. Commercials containing some humor accounted for 24 percent of the total, with 29 percent of them rated above average. Only 4 percent of the spots were all-humor, and only 8 percent of these fell into the above average bracket. HERALD TRIBUNE USES TV IN BID FOR ADS ^^^^^^^^^^^^^^^tj^x^fS^ ^^^^^^^^^^^1 PI m^Hi ^^^^^^^^^H^^ '^^JU^K^' fl^H ^bPtii^H ^^^^r^^^^^^^^^^^^^JH ^^^He I '^^^m^'^^JKKi ^K^^^^^^^^H UF^ ^^^B WM mm ^^H^3b 'V'^^m^^^^H P / m ^^m ^^^^^^HH^^^^VP ^i^>^ Bni p^^^^^m In what was described as a "breakthrough in television commercials," the "New York Herald Tribune" has launched a campaign to sell add space via tv. Aired on WCBS-TV's late news show, the commercial stresses the fact that the "Herald Tribune" is experiencing its greatest circulation growth in 20 years, and that this growth has brought the purchasing power of its audience to more than $2 billion. Seen in a dry run of the new series of spots labeled "The Committee" are (from left) Ed Wetzel, account executive; Charles R. Lawliss, "Herald Tribune" promotion director; Dick Tarlow, copywriter; Roger Brann, tv producer; Ed Tannen, director, and seated, Scott Beach, a member of the cast of "The Committee" commercial. November 2, 1964 19