Sponsor (Oct-Dec 1964)

s^ sponsor DECEMBER 14, 1964 • VOL. 18. NO. 50 27 The Mary Poppins bandwagon rolls Advertisers unite with Walt Disney to sell consumer products with direct tie-ins to musical film hit in commercial 32 Will the New Prince Spaghetti Minstrels stand up? Macaroni nuil<er uses recorded minstrels in Stan Freherg commercials, live minstrels in supermarkets — and all help spaghetti sales to soar 36 Can something be done about tv's summer slump? Admen are resigned to warm weather drop-off in viewing levels, hut SPONSOR contributing editor Dr. John Thayer's analysis shows that not all summertime viewing is below winter mark 38 Retailers' tv redress After years of indifference, local and regional department stores are learning of tv's ability to move goods, ami with ringing results 40 Choice programs for choosy audience Lovers of serious music are often inveterate travelers, TWA believes. To reach the melody-minded, the airline broadcasts hourlong music programs on 18 radio stations, mostly FM 42 Does video captain kids? Popular children's magazine studies 6-to-12 age group for their likes, dislikes on print vs. tv advertising 44 There's a market for 'local humor' In less than three years, Pittsburgh's Hardman Associates has built thriving business with low-pressure commercials for local radio clients 46 Buick's best buy: radio Buick solves communications problem with its sprawling work force by buying commercial radio time — establishing model "Factory Whistle" show now copied by a dozen other big firms Publisher's Report 9 Sponsor Scope 22 Sponsor Spotlight 58 Sponsor Week 16 Week in Washington 13 SPONSOR® Combined with TV, U.S. Radio, FM® is published weekly by Moore Publishing Company, a subsidiary of Oiibway 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: Oiibway 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. DEPARTMENTS Calendar 62 Changing Scene 50 Friday at Five 3 Inside Sponsor 12 Letters 12 Publisher Norman R. Glenn 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 Gayle Hendrickson Jack Orr Editorial Assistant Patricia Haliiwell Contributing Editor Dr. John R. Thayer Washington News Bureau Mildred Hall Field Editors Ernest Blum (East) John Bailey (Midwest) Production Editor Emily Beverley Regional Correspondents Margaret Cowan (London) Sheila Harris (San Francisco) F. P. Model (Boston) V. Robert Vans (Hollywood) James A. Weber (Chicago) SALES New York Gardner Phinney Chicago Jerry Whittlesey Los Angeles Boyd Garrigan St. Petersburg William Brown Advertising Production Louise Ambros Data Processing Manager John Kessler Circulation Promotion Gerhard Schmidt ADMINISTRATION President Marshall Reinig Executive Vice President Robert Edgell Vice President Dean Myhran Treasurer Gregory Blodgett Editorial Director Ben Marsh Production Director Harry Ramaley Circulation Director Joe Wolking SPONSOR