Sponsor (Oct-Dec 1964)

Record Details:

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SPONSOR 'WEEK Farm Directors Annual Meeting Highlights $49 Billion Market Chicago, III. — Stripped down to a new name, the National Assn. of Farm Directors, (NAFB), formerly the National Assn. of Television and Radio Farm Directors, held its annual meeting Nov. 27-29 at the Conrad Hilton Hotel, Chicago. The new association name, said newly elected president, Orion Samuelson of WGN and WGNTV, Chicago, represents the activities of the group in more simple terms. One of the highlights of the meeting was a reception and luncheon in honor of farm advertising agencies and their clients. This was held at the close of the convention. Some 70 agency representatives and clients attended the meeting. Supporting the farm broadcaster's theme that radio and tv media are effective in marketing products at the farm level, a tape presentation of sampled farm broadcasts throughout the country pointed up the immediacy and accuracy of information provided daily to the farmers. Stressed was the "personal touch" between the farm directors and their listeners and viewers which is also carried into the sponsor's message. The broadcasters emphasized that perscMial contact on a current basis with farmers and county agencies provides first hand observations of problems and conditions whicii help guide the sponsor in reaching the farm market. Examples were shown via onsite filmed interviews with farmers and commercial messages of the sponsors were included. Samples of color tv programs were shown to illustrate current programs in the first field. Advertising representatives and clients were presented with a brochure, "Reach the $49 Billion Farm Market with the 7-League Boots of Tv and Radio Farm Directors." The brochure breaks down some of the expenditures for equipment and farm services involved in the $49 billion figure but, primarily, describes and illustrates the activities of broadcasters in providing a service enabling the advertiser and sponsor to reach the rich farm market. Samuelson noted that the association membership has grown to 240 active farm broadcasters, an increase of 20 members over last year, "despite" he said, "the fact ABC Expands European Sales Representation New York — Reflecting increasingly active advertising by European firms to the developing nations, ABC International Television, Inc., has expanded its sales representation in Europe. ABC International is associated with ABC Worldvision. a group of 53 independent stations in 23 developing nations. ABC International buys programs for the stations and sells time on their behalf; it also has a financial investment in many of them. Starting immediately, Overseas Media Corp. will represent ABC International to sponsors in continental Europe who want to advertise over ABC Worldvision. The company will also represent ABC International in England beginning Jan. 1. The move reflects the growing involvement of European firms in world trade and their awareness of tv as a powerful tool in opening new markets, according to Patrick A. Petrino, manager of sales for ABC International. Advertisers in the United States buy time on Worldvision directly through ABC International. tiiat the farm ptipulation is declin ing." This significantly points on the growing value of broadcasters service to the farmer, he added. Attendance at the meeting wa: one of the largest in the associ ation's history. Some 400 member; and guests registered. Other officers elected, in addition to Samuelson, were Wilbui Levering, WIBW and WIBW-TV Topeka, Kans., vice president George Stephens, KCMO, Kansa^ City, Mo., secretary-treasurer; aiu Frank Raymond, WDVA, Danville Va., re-elected historian. Lola Barrett continues as assistant secretarytreasurer and Clyde Kcathley WRFD, Worthington, Ohio, continues as parliamentarian. Regional vice presidents elcctei included John Heiskell, WSAZ, Huntington, W. Va.. northeast tqgion; Gil Stamper, WBT, Charlotte N.C.. southeast region; Ben Wcrkj WHOF, Canton. Ohio, east-norf central region; Chuck Congerj KRVN, Lexington, Neb., west-nort central region; Marvin Vines.' KAAY, LUtle Rock, Ark., re-l elected mid-south region; Bob Eth-| eredge. WBAP. Fort Worth. Tex., west-south central region; C. W. 'Jack' Robinson, KWG, Stockton,] Calif., Pacific southwest; Robert. Kull, KIT, Yakima, Wash., reelected Pacific northwest region. RCA Victor Launches Christmas Tv Promotion New York — RCA Victor home| instruments has launched its biggest Christmas tv advertising cam-| paign in history. With the idea of stimulating record Christmas buying, RCA Victor has reserved 12 minutes of special Christmas announcements on| the Walt Disney Wonderful World of Color show during the Thanksgiving-Christmas interval. In addition, an RCA Victor spokesman reported that the company's entire 80-member list of home instrument distributors has signed up for a special 60 second co-op spot commercial. The spot is a 50 second RCA Victor announcement with a 10 second dealer tag. RCA Victor's television campaign is one prong of a general holiday attack via all media. 22 SPONSOR