Sponsor (Oct-Dec 1964)

United Artists, Warner Bros, and MCA to be heard from. Another note in the daytime sweepstakes: CBS-TV is reported a little concerned about the rating welfare of the To Tell the Truth strip and riffling through its inventory for a possible replacement. Third Reynolds brand going steady? The multi-hundred stations in R. J. Reynolds' spot radio empire needn't be surprised if another brand is added to share the budget of the two regular brands — Camel and Winston — in the company's daily family of commercials. The likely newcomer: Salem. The money which has been used in flights for Salem is expected to go to the latest member of the Reynolds' circle, Tempo. The three-way split of the continuing schedules would take effect the first of the year. Standard Brands on radio prowl Standard Brands appears to be personality scouting in local radio markets. The objective: personalities who have their own programs and who would be available to do a live commercial on Fleischmann's margarine. The advertiser has e.t. commercials on both Blue Bonnet and Fleischmann brands, but it apparently figures that a live pitch, wherever possible, might tend to distinguish one brand from the other. Fleischmann is the one low in cholesterol. In the field checking programs are Tom Phillips and Virginia Sehroeder of Standard Brands' media department and Bill Groome of Bates. Probable first market meeting the requirements of the search: Philadelphia. N.Y. banks' newest hunting ground New business hunters in New York agencies have suddenly become aware of a "sleeper" quarry in their midst: a batch of New York banks whose advertising budgets have been going places the past few years. Examples: Chase Manhattan, First National City, Manufacturers Hanover Trust, New York Trust Co. What gives them a special gloss for the agency rich in air media background is the fact that each of the banks keeps pouring more and more billings into tv. As a group, these banks are in the $3, $4 or $5 million class. Area economic development, mergers and other factors give their accounts an exceptionally attractive potential growth. They have a built-in agency profitability, plus an escape from the rating ratrace. Their mode for selling services or creating an image is, for the most part, the spot announcement. The keynote is class and dignity and the agency, broadly speaking, is relieved of the unremitting pressure of having to move goods off the shelf. Bates next to go public? A report that's getting more and more mileage over Madison Avenue lunch sessions: top echelon at Ted Bates purportedly laying the groundwork for going public. According to this roundelay, going public would solve following problem for the agency: providing a solid estate for Ted Bates in his complete retirement from the company he founded. Ted Bates is listed on the agency's roster as honorary chairman. Incidently, chairman Rosser Reeves a few years ago told Sponsor Scope that no other agency, and that included Esty, could show as big a profit per dollar billings as Bates. Timex's countdown stunt on radio Timex last week used a new twist in spot radio for building an audience for a network tv program The show was a Danny Thomas special on NBC-TV, which Timex regarded as a major item in its pre-Christmas promotion. The spot radio campaign was staged for the two days prior to the special's broadcast. There were 15 IDs a day, each on the hour, with the copy pitched in countdown form: "You have (X number) hours more before you can see the Danny Thomas Show on channel. ..." Close ratings ease buyers' job ARB's early local market reports for the September-October period convey the general impression that stations in the larger markets are in a three-way race. For timebuyers the situation couldn't be sweeter. They don't have to rationalize CONTINUED ON NEXT PAGE November 16, 1964 29