Sponsor (Oct-Dec 1964)

s^ sponsor 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 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 Halliwell 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 I