Sponsor (Oct-Dec 1964)

SPONSOR WEEK Cone: Burden for Honest Ads Belongs with Media FC&B chairman urges broadcast, print, outdoor not to judge advertising, but to monitor competitive claims Hot Springs, Va. — Pointing out that advertising is something people do, "and some want to do it dishonestly, disdainfully and altogether disgracefully." Fairfax M. Cone, chairman of the executive committee, Foote, Cone & Belding, Inc., last week urged all media not to "judge" advertising but "to monitor it to the end that each new competitive claim written into any advertising campaign should be accompanied by adequate proof." In his address before the 55th annual meeting of the Assn. of National Advertisers, Cone declared: "To anyone who thinks this may be too difficult or too arbitrary, let me remind you that the three television networks, together with many independent stations, do question advertising (usually in matters of taste) and frequently refuse to project it without alteration." Adding that many important newspapers and magazines also turn down ads. Cone said, "The plain truth is that there is no magazine, no newspaper, no television station, no radio station and no outdoor plant operator who cannot refuse any piece of advertising that is offered him — either because he doesn't believe it, or because he ABC-Paramount Joins Forces With Madison Square Garden New York — If CBS can do it, so can ABC. On the heels of the muchdisputed CBS purchase of the New York Yankees and the concomitant threats of anti-trust action, Ame r i c a n Broadcasting-Paramount Theatres, Inc., and the Madison Square Garden Corp. have jointly formed a new company "which will Storer Declares Dividend Miami Beach, Fla. — For the 44th consecutive time Storer Broadcasting Co. has declared a quarterly dividend. The board of directors of the firm, which owns and operates seven radio stations and five tv outlets in nine major markets, last week announced its regular quarterly dividend of 50 cents per share on its common stock, payable Dec. 9, 1964 to stockholders of record Nov. 20, 1964. The board action marks the 1 89th dividend payment made on Storer stock since it was first issued in 1930. create, produce and present entertainment attractions for presentation to audiences in major cities throughout the country." Although it was emphasized that the new MSG-ABC Productions, Inc., does not plan to engage in either live presentation or television and radio coverage of the many sports activities regularly showcased at Madison Square Garden, it was pointed out that many attractions will be premiered at the old Garden until the new structure atop New York's Pennsylvania Station is completed in the fall of 1967. It was further stressed that the Madison Square Garden Corp., which owns the New York Rangers of the National Hockey League, the New York Knickerbockers of the National Basketball Assn., and the New York Rovers of the Eastern Amateur Hockey League, will "operate these franchises as it has in the past," with television and radio rights offered on a competitive basis. doesn't like its promise or moral tone." Emphasizing that the only place to put the responsibility for honest, tasteful advertising is with the media. Cone said he wished the various ad organizations "could restrain their own members from undue enthusiasm and overstatement — and questionable taste — simply to protect the cause of integrity in advertising and business selfishly; but I have despaired that this would have any total consequence." Cone continued: "Most ANA and 4A members and most of the dues paying members of the other advertising trade groups are responsible people. Those who aren't could probably be thrown out, and the publicity attending the heave-ho of a giant (even a relatively small giant) could be a one or two-day sensation. But people forget. And if the offender were to persist there would be little lessening of his harm." Summing up in his remarks before the ANA convention. Cone asserted, "If we complacently allow advertising to be debased by anyone for any purpose, the cost will eventually be the freedom of our medium — as in most parts of Europe today — to be competitive at all. Selfrighteousness, however right, won't save us." CBS Spots Sales Reports Banner Nine-Month Figures New York — With increases ranging from 8 to 22 percent, CBS Spot Sales reports that the majority of stations in its stable have set national sales records for the first nine months of 1964. Maurie Webster, vice president and general manager, points out that of the six stations which have set new high marks in national business, four have had their best nine-month period in 10 years, one of them the best in six years and another the best period in five years. Dollar estimates on the upsurge in sales were not made available. 24 SPONSOR