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Advertising news program proves a prime vehicle for reaching the general public as well as members of the advertising-marketing fraternity
The broad, broad
Jack Schang, North American Van Lines' ad manager, found the Sunday night program an excellent vehicle to reach "mobile audience."
Max S. Steiner, president of "World's" current dual sponsors, uses show to reach cross section of non-advertising listenership.
■ It may come as a revelation to those in advertising that they have become a generic group to whom product and service messages are beamed via mass media. Despite the often hard-nosed and non-glamorous realities of the advertising world, its nearly legendary allure continues to attract audiences seeking a behind-the-scenes peek at the nuts-and-bolts aspect of the business.
The agency trend to "going public" has spotlighted advertising and added to the public's natural curiosity about the personalities and concepts in a field that now accounts for expenditures in multi billions of dollars.
This curiosity has inspired the authors among the agency chiefs to "tell all." David Ogilvy has achieved best-seller status with his "confessions," and now Milton Biow's "butting in" is the latest in the secretbaring vein.
This insight is producing a more sophisticated audience that should soon be able to recognize and reject the false impressions contained in attacks on "hucksterism."
Air media are also doing their part to present the many facets of advertising. Ad-lore programing attracts a multitude drawn from all walks of life and, at the same time.
such shows are natural fare for members of the advertising-marketing fraternity. Therefore, sponsors of these shows can draw upon two distinct audiences for their sells.
One program with such a varied audience composition is The World of Advertising, broadcast on Chicago's WGN. The show offers a combination of late-breaking industry developments, both at the national level and along Michigan Avenue — Chicago's Madison Avenue— plus interviews with a line-up of agency, marketing and industry luminaries. Host is George Lazarus, advertising and marketing columnist . for the Chicago Tribune.
Since its inception in January, the Sunday evening view from within the ad industry has been used by. sponsors to reach different segments of the audience. '
Currently under the aegis of Max S. Steincr's dual companies — Clifford Peterson Tool and Triangle Manufacturing — World carries messages aimed at the general cross section of non-advertising listeners.
The program's initial sponsor North American Van Lines, founc^ the Sunday-evening fare the righf vehicle for tracking down mobik young adults and potential mover; within the advertising-markctinj fraternity. The Fort Wayne-basec
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