Sponsor (Oct-Dec 1964)

SPONSOR "WTSEK B&B's Rich Urges Television Advertisers to Sound Off Hot Springs, Va. — Charging that "the networks are taking many of you up a one-way street and removing all the exit signs," Lee M. Rich, senior vice president in charge of tv-radio programing and media, Benton & Bowles, urged members of the Association of National Advertisers to put their mouths where their money is. Speaking at ANA's 55th annual meeting. Rich declared that "at all times, the agency should be willing to 'sound off.' " Television involves a multi-million dollar investment. Rich said, ■'so let's be vocal about it. Let's let 'em know where we stand on every single matter that has the least bearing on the effectiveness of that investment. Let's let 'em know they are dealing with mature marketing men who intend to make the most of the dollars that we are contributing to their profit picture." Rich continued: "It is your job and theirs to help create and main Rich . "let's be vocal' tain the best possible image of your company — an image which one terrible television show can practically demolish." Rich emphasized that advertisers "should be paying strict attention to contract negotations which Sullivan Upped to President of Metropolitan Broadcasting Radio New York — A rash of new appointments at Metromedia has been noted. John Van Buren Sullivan, Harvey Glascock John Sullivan vice president and general manager of WNEW Radio, has been upped to president of Metropolitan Broadcasting Radio, in addition to the naming of three vice presidents for the firm's radio operation. Filling the Sullivan shoes at WNEW, the company's flagship station, will be Harvey L. Glascock, currently vice president and general manager of WIP Philadelphia. David Croninger, currently vice president and general manager of Metropolitan's KMBC Kansas City, will fill the slot vacated by Glascock. A newcomer to the Metromedia fold, Dino lanni, currently general manager of KOEO Radio, Albuquerque, N.M., will take over KMBC. In addition to WNEW, WIP and KMBC, Metropolitan's properties include stations WHK Cleveland, WCBM Baltimore and KLAC Los Angeles. are going to result in your being tied up either with a tv property that does justice to your company and its products — or one that undermines all the good work and good will you have been achieving by means of high quality products." The B&B executive also stressed that advertisers and their agencies should participate actively in negotiations for time periods. "A great program in the wrong time slot might just as well be a mediocre program. And the agency has — or should have — all the data at its fingertips as to the best possible times for specific messages and products." Pressing his offensive. Rich argued, "The agency should, by all means, enter into specific discussions of program content. Better than anyone else the agency is in a position to know the market your product is seeking, in terms of the geographic, demographic and income structure of that market. And therefore, the agency should be able to determine the type of programs, and even individual scripts, that will best reach that market — or at least will not antagonize that market." Calling for an end to apathy, Rich charged, "To some degree you've all been lax in taking a positive firm stance with the various media you employ to sell your products." Desllu Fall Film Sales Best in Firm's History Los Angeles — Pointing out that "although syndication film sales traditionally slacken off at this time of year," Desilu reports the best 1965 fall season to date. Richard Dinsmore, vice president and general manager of Desilu Sales, said that high points were hit in both the domestic and foreign fields. He attributed the sales surge to the increased ac^ tivity of network affiliates in buying programs and feature films to support their network shows, and, conversely, to independent stations which have bought programs to strengthen their competitive positions in their respective local markets. :o SPONSOR