Sponsor (Oct-Dec 1964)

Emphasis Must Be on Creativity In Radio Timebuying-Schneider New York — In the absence of "complete standardized recognized radio measurements," the timebuyer must make decisions based on creative ability, Sam Schneider, vice president for radio of the Broadcast Communications Group. Inc., told the final session of the International Radio and Television Society's time buying and selling seminar. Arguing that too many recommendations for radio campaigns originate emotionally rather than with creativity, Schneider asked, "Is it possible that you, as timebuyers or sellers, are relying too heavily on body number measurements?" We all know that you cannot do this yet in the radio medium, he said, "simply because only a fraction of radio is measured today." Stressing the need for judgment in radio buying, Schneider said, "In brief, it means that you are recommending not a historic ratings figure based on metro quarter-hour tune-ins to one program, but rather, you are recommending a basic marketing platform, based on knowledge of a station's position in its NBC International Reports Banner Tv Sales to Spain New York — NBC International last week reported the sale of 137 hours of tv programing to Television spanola (TvE), the Spanish J Network, representing "one of the ' largest single sales transactions ever completed with Spain" by the company. Included in the sale were 52 hours of Bonanza (bringing Spain's total hours of the series to 143). a renewal of news and public affairs specials. The Richard Boone 1 Show, The Dick Powell Show and Car 54, Where Are You? NBC International also reports that according to a survey taken by TvE, Bonanza ranks number one in popularity in Spain. In the number two slot was a Spanishoriginated show, Rompeola, with the NBC Dr. Kildare series third. market, the demographic profile of this market, the listeners' loyalty to the station, not to an isolated program— the strength of that station's management in community affairs, the depth in involvement in that market of the local personalities featured on the station." Schneider continued: "You are making a marketing and media recommendation that no computer today can make, because the information about radio is not yet translatable into machine language." The information does exist, he told his timebuying audience, "and it's up to you to find it, use it and translate it into dollar profits for your client, and into creative strength for your agency. You dare not abdicate this vital area to anyone outside your agency's media department." Don Leonard, vice president and media director, Kudner Agency, who also took part in the discussion of decision-making, said that "it is impossible to reach the client's goal in timebuying and selling unless you are aware of the decisionmaking that went on from 'product' to 'research on who buys the product' to the 'work of the agency,' including 'media research' and 'plans board considerations' until after the media plan itself emerges." "Too often," Leonard concluded, " 'decision-makers' retreat into their shells of obscurity and forget what others are concerned with." Gold Bond Stamps Enters Trinidad Minneapolis — Sparked by a heavy schedule of radio and television advertising, Gold Bond last week launched what was called "the first trading stamp venture in the Caribbean" with the introduction of Gold Bond stamps into Trinidad. The stamps will be distributed initially by a grocery and drug chain and by two department stores. Also, two gift centers for redemption of stamps are to open in 1965. In addition to broadcast, the Gold Bond story will also be told via mailing of "many thousands" of coupon starter books, by distribution of Gold Bond gift books by participating merchants and by newspaper advertising. In announcing the stamp introduction, Curtis L. Carlson, Gold Bond president, said, "The economic growth of this nation in the two years since it gained its independence has been phenomenal. We hope and plan that Gold Bond will add to the progress already made." This marks the company's third major marketing move during the past year. Dr. Eric Williams (I), prime minister of Trinidad, with Gold Bond president Curtis L. Carlson December 14, 1964 17