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DECEMBER 21. 1964 • VOL. 18. NO. 51
27 Daytime network tv: housewives by the millions
Sales level of tv in daylii^hl hours is running at all-lime high with audiences today averaging nearly 25 percent larger than they were back in 1961
32 ABC daytime television
Revised ABC-TV daytime schedule is keyed to comedy, game shows, dramatic "soap operas"
34 CBS daytime television
Serial block at CBS-TV in mid-day is bracketed by comedy reruns and game shows, more "soaps"
36 NBC daytime television
Morning game shows, afternoon serials are backbone of NBCTV's network daytime fare
38 Everything is 'more fun with chips'
Iowa's Hiland potato chips go into a "Hiland Fling" with combined media (and ideas) to bedazzle the housewife
41 Boosting shirts into dough
Agency compares shirt-tailoring with cookie-making to show housewives how men's shirts are "proportionally sized"
42 How to keep releases out of the wastebasket
Three award-winning Chicago timebuyers speak openly on what they save, throw away — or don't even see
DEPARTMENTS
Calendar
54
Publisher's Report
9
Changing Scene
46
Sponsor Scope
22
Commercial Critique
45
Sponsor Spotliglit
50
Friday at Five
3
Sponsor Week
15
Letters
10
Week in Washington
13
SPONSORIt) 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: Ojibway Building, Duluih, Minn. 55802. Area Code 218 727-8511. CHICAGO OFFICE: 221 North LaSalle St, Chicago, 111. 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.
ABP
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