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NOVEMBER 23, 1964 • VOL. 18, NO. 47
27 How many sells per commercial?
Alberto-Culver's five-item intei>rated message is a highly creative vehicle, but raises questions about the point oj diminishing sales effectiveness
32 Tv and the late-night viewer
During the late-night viewing liours television reaps a bumper audience crop
35 A watchdog joins the 'bulls' and 'bears'
Brokerage house debuts on tv with new image; agency sees more securities firms using video as competition for new investors heightens
40 Easing the timebuyer's load
The "specialized " radio rep can best aid the buyer in his best buy approach
42 'City-wide banking' gets New York tv sendoff
Three-moiuh quarter-million dollar campaign promotes Chemical Bank's Privilege Card, and tv gets the lion's share
44 Tv: Olympia's Olympus
After five years of media shopping, Olympia goes all out for tv. Recent figures indicate a possible 40-fold increase in tv expenditures this year over 1963
46 Radio and the regatta
Sponsors find air media the right sales vehicle for reaching the nation's affluent boater-consumer
48 Marionettes pull sales strings
More than 20 stores have signed to sponsor a pre-Christmas program produced and syndicated by Triangle Stations
DEPARTMENTS
62
Publisher's Report
Calendar
11
Changing Scene
50
Sponsor Scope
23
Commercial Critique
61
Sponsor Spotlight
58
Friday at Five
3
Sponsor Week
16
Letters
12
Week in Washington
13
«'"
SPONSOR iti 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, III. 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.
President and Publisher Norman R. Glenn
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 Ruchti
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 (Midv/est)
Production Editor
Emily Beverley
Regional Correspondents
James A. Weber (Chicago) Sheila Harris (San Francisco) F. P. Model (Boston) V. Robert Vans (Hollywood) Margaret Cowan (London)
SALES
New York
Gardner Phinney
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
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