Sponsor (Oct-Dec 1964)

Record Details:

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s^ sponsor 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 SPONSOR k m i