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P"' ' rr»«ld
Fresldsnt and Publisher Norman R. Glenn
s,
sponsor
NOVEMBER 9. 1964 • VOL 18. NO. 45
27 1965: big year for character licensing
By sending video programs into America's homes, sponsors foster a whole new retail and promotion field: that of licensing tv-related commercial products
36 Tv: the (young) people's choice
Animated tv character helps attract youngsters to Ohio station's 'Day at the Zoo'
38 Are you paying for debit decibels?
The sponsor whose commercial can't even be heard, says a specialist in sound, isn't reaching — let alone, creating — customers
41 Media's all-media buyer
Tomorrow's highly trained buyer will be a specialist with top responsibilities, according to a media man
44 More mileage via radio
Auto equipment company uses sportscasts for on-air product promotion and the sportscaster , himself, for extensive dealer promotions off-the-air
DEPARTMENTS
Calendar
64
Publisher's Report
11
Changing Scene
46
Sponsor Scope
22
Commercial Critique
63
Sponsor Spotlight
60
Friday at Five
3
Sponsor Week
16
Letters
12
Week in Washington
13
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: 25 West 45th St., New York, N. Y. 10036. Area Code 212 581-4200. CIRCULATION, ACCOUNTING AND DATA PROCESSING HEADQUARTERS: Ojibway Building, Duluth Minn. 55802. Area Code 218 727-8511. CHICAGO OFFICE: 221 North LaSalle St., Chicago, 111. 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. Single copies, 40c. For subscription information write SPONSOR, Subscription Service Department, Ojibway Building, Duluth, Minnesota 55802. Second class postage at Duluth, Minnesota. Copyright 1964 by Moore Publishing Co., Inc.
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 Ruchfi
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 Cowan (London)
SALES
New York
Gardner Phinney 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
SPONSOR