We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
With one exception, "Podrecca
Piccoli Theatre" is being sponsored
entirely by department stores. The
show is produced and syndicated
by Triangle stations.
3rionettes pull S3les stringsi
More than 20 stores have signed to sponsor a pre-Christmas program produced and syndicated by Triangle Stations
■ Most department-store advertising on television has traditionally been associated with bargain-day sales or fashion shows, but, recently, department and food stores have shown a great interest in the preChristmas color special, Podrecca Piccoli Theatre.
Last year, the hour-long program, produced and syndicated by Triangle Stations, set a pattern of sponsorship by a large number of stores. In December, 1963, Podrecca Piccoli Theatre was seen on more than 100 stations.
Sales have been made in various ways. In some cases stations have sought out a sponsor. In Philadelphia, for example. Triangle's flagship, WFIL-TV, sold the special to Acme Stores; WNBF-TV Binghamton successfully approached the Lou Rapport Stores. In other cases, stores bought the program direct and placed it on stations themselves. I.G.A. Stores bought the special and placed it on an Altoona station, later decided to air it in eight other markets; Bargain Town U.S.A. bought and placed the program on four stations. H&S Pogue, which belongs to a league of department stores, bought and placed the program; other stores belonging to the league were contacting Triangle shortly thereafter. While the program is not a Christmas show per
se, according to a Triangle spokesman, "it certainly is a holiday-type program." And H&S Pogue, a leading department store in Cincinnati, will introduce its Christmas selling season by sponsoring the program on WLW-TV Thanksgiving Day.
Why have department stores, as a group, decided to sponsor the special? The answer seems to be shrouded in mystery, but the best reason may be simply that Podrecca Piccoli Theatre is a "holiday" special and that department stores greatly increase ad spending at that time. In addition many salesmen who have had success with department stores have touted it to other salesmen and the store-association pitches have consequently become stronger. The one break in the solid store-trend came with the purchase of the telecast by First National Bank, New Haven, on WNHC-TV.
The internationally-famed marionette troupe performs spectacular sequences on the holiday special, including Snow White, the underwater ballet and Come to the Circus. Dick Clark — who made his Bandstand debut for Triangle — serves as host.
The Podrecca Theatre made its own debut in America on the Ed Sullivan Show last year. Immediately thereafter. Triangle acquired exclusive program rights to the troupe's
work and produced the holiday special on film as well as, more recently, a series of 65 color six-minute vignettes titled Colorful World of Music. This series has been sold in 41 markets and is scheduled for a Thanksgiving Day start. ♦
SPONSORING
DEPARTMENT
1
i
STORES
MARKET
STORE
Albany
Wallace's
Altoona
IGA Stores
Baltimore
The Hecht Co.
Binghamton
Lou Rapport
Cincinnati
Pogue's
Cleveland
Halle's
Columbus
Lazarus'
Dallas
Titche Goettinger Co.
Detroit
Hudson's
Fort Worth
Stripling's
Fresno
Gottschalk's
1
Johnstown
IGA Stores
Lancaster
Ra
rgain Town U.S.A.
Lebanon
Bargain Town U.S.A. |
Philadelphia
Acme Stores
Pittsburgh
Gimbel's
1
Rochester
Edwards'
1
San Antonio
Wolff and Marx
1
Schenectady
Wallace's
South Bend
Robertson's
1
Syracuse
Edwards'
Troy
Wallace's
Utica
Boston Store
48
SPONSOR ,