Sponsor (Oct-Dec 1964)

20'S VS. 30'S For a long time now, Ben Bodec has been probing the spot business horizon with a long lens. He feared that what looked like an unobtrusive dot in the traffic lanes might prove to be some hard ice that would soon look somewhat larger and more dangerous. Time seems to be proving that his concern was well founded. There is more than an occasional meeting of media with what had become a pathblocking trend of cold spot fact that is really even more dangerous beneath the surface. Many, many advertisers have gradually cut down and even discontinued the production of 20-second commercials. The 30s are solid. This is borne out by the job orders that have been fulfilled by the leading production houses. More importantly, it is borne out by the mounting record of 20s that have gone unsold, and the growing list of availabilities for 20s that are flimsily ribboned on some odd-shaped packages — or find no takers at all. What is perplexing to some and frightening to others is that there doesn't seek to be any media blame for the tumbling status of the 20. The client and agency decision for the length of the vehicle they need, dictates whether 20s will be used — rather than the principal reasons that clients buy spot: because that's all they can afford, or to bolster advertising weight in particular markets that need it, or to introduce and test a new product. What it seems it must boil down to is this: whether or how the seller of spot can afford to accommodate these changing patterns. This in no way does now — or would, if the accommodation is accomplished — reflect on the client's evaluation of the seller's value of spot utility. 'Claaa, Sfifoc^ Chicago: Switchyard Needless to say, my sponsor Max Steincr and I greatly appreciate your story on WCiN's World of Advertishii^ ["The Broad, Broad 'World of Advertising'," Nov. 16 issue.] However, I was quite embarrassed to see that I was marketing columnist of the Chica^^o Tribune. As you know I've been with the Daily News since 1961. George Lazarus Advertising Columnist Cliiicigo Daily News Chieago ED note: Proofreaders sometimes prove what they think ought to be instead of what is. Equating WGN and the Chicago Tribune came naturally. Our congratulations to the Chicago Daily News for the coup of having Lazarus. Congratulations! Congratulations for your brilliant syndication feature round-up in the current issue, Nov 30. It is not only the most comprehensive analysis of this industry 1 have ever seen, but certainly stands as the text for any future study of the subject. Harvey Chertok Director of Promotion Seven Arts Associated New York Please Note Location We were very pleased to be included in your interesting life insurance article, "Life Insurance Companies Buy Tv 'Policies'," in the Nov. 2 issue of Sponsor. Should we be fortunate enough to be mentioned in Sponsor in the future, I would like to ask your cooperation in the way in which you mention the name and location of our company. It is Royal Dadmun & Associates, Inc., Baltimore, Md. You see, we have a special problem about our location. Most people assume that all important design organizations are in New York City. Some of them beconu discouraged when they can't fine us there. So you can see how important it is to us. Royal Dadmun President Roycd Dadnuin & Associaies. Inc P(dlimore Senor Espanol This is to compliment you or your recent feature article covering the Spanish language market Naturally, we in this field are always pleased by the attention giver to this most important group ol Americans who, with or without legislation become a gregarious and at the same time important element in our communities. In spite of the legal requirements that they learn English in schools, they in evitably revert to Spanish. The\ are proud of their heritage anc perhaps we would be wise to emu late them. The writer does not want tc create a "tempest in the teapot" but would like to correct the error; in your Spanish language release. . . . . Harlan G. Oakes & Associ ates is the exclusive United State; representative for the following Spanish language stations: KIFN— Phoenix KEVT— Tucson XEHF— Nogales XED — Mexicali-Calexico ~ XEGM — Tijuana XECB — San Luis-Yuma KFSC— Denver KABQ — Alburquerque KLVI— Houston XEO-XEOR Brownsville-McAller XEAS— Laredo XEMU — Piedras Negras As the oldest representative ii the Spanish language field in tht, ■: United States, we humbly submijB that our contribution to the Span ish language picture may not be a' flamboyant or as impressive a'' ^ other representatives listed by you but for the sake of the record, w(j would like to be given credit irj the areas outlined above. Hari-an G. Oakei President Harlan G. Oakes & Associates Hollywood 12 SPONSOI