Sponsor (Oct-Dec 1964)

DAYPRIME When Herbert D. Strauss, president of Grey Advertising, Inc., last week warned the Magazine Promotion Group that color tv "is about to break over your heads with all the force of a full-fledged medium in its own right/" he might have added that daytime television has already done so. Forty million women a week are available to the daytime television advertiser. And if youVe looking for "reach" with the daytime women's audience, the cumcs grow at a rate that makes the daylight tv hours compare more than favorably with nighttime for the dollars invested. ARB found that, in the total line-up of network programs for the full week, a daytime soap opera came in a strong second in popularity with women viewers. The top daytime show is a soaper. There is nothing startling in this for the astute timebuyers who diligently track the shifting positions and weights of viewership; particularly those who toil to match a product with appeal to a specific group of women to the profile of the daytime women's audience. How else, for example, can the manufacturer of baby foods both easily and frequently reach new and expectant mothers? With the trend of multi-set homes mounting — and with junior getting his own set in homes where tv is an electronic pacifier for youthful indoor exuberance — more advertisers will be taking the cue from many of the medium's new advertisers who found their way into tv via daytime. Daytime is big and getting bigger. A close-up on its status begins on page 27. CUAA, ato^ Top Notch . . . Absolutely superb treatment of the Econo-Car story, "Win, Place or Show — with Radio," in the Dec. 7 issue. If I may say so, it is a top notch job of writing and editing. Arthur W. Poretz Vice President, Piihiie Relations and Promotion Mogul Williams c<: Saxlor. Inc. New York For the Record Many thanks for your kind words about our Homemaker Beans "Pitchman" commercial ["Nudging the Rut-Bound," Commercial Critique, Nov. 23]. One small [*] complaint. The art director on the commercial was not Eli Tulman, but Ralph Pucci. I would appreciate your announcing this to the world, thus sparing me the dark nuitterings and thinly-veiled threats I have been receiving from Mr. Pucci, his family and friends. Peter Nord Copy Chief Hicks & Greist, Inc. New York *ART director's NOTE: It's not so small. Re: 'College Radio' Congratulations on your college radio story, "College Radio and the College Man," that appeared in the Dec. 7 issue. As president of the board of trustees of WPRB Princeton, I am well aware of the lack of coverage that is generally given to this important area of radio. May I make this suggestion if you should decide to do further work on college radio: Many stations (WPRB is one of them) maintain parallel FM operations which serve the entire community in which they are located as well as the immediate campus. Shouldn't this aspect be researched and reported? Again, my commendation to you on this piece. Kenneth A. Mills Associate Director of Research and Promotion The Katz Agencv New York ED note: It should make an interesting sidebar to a wrap on the FM picture. We at WYBC were thrilled to read the article on college radio, "College Radio and the College Man," in your Dec. 7 issue. As well as the obvious booster to sales, it is a great morale booster to us at Yale. Kevin P. McCullough Business Manager WYBC New Haven. Conn. An extremely interesting and comprehensive article — you've done your homework well, ["College Radio and the College Man", Dec. 7]. I was pleased to have been included, and unlike many such occasions, you quote me most fairly and accurately. William H. Scherman Vice President and Director of Promotion Newsweek New York Correction Walter Reade of Walter ReadeSterling, Inc. has called my attention to the fact that the UHF directory published in the Aug. 10 issue of Sponsor states that WRTV, channel 58 in Ashbury Park, is owned by Rust Craft Broadcasting Co. . . . Walter's company, Atlantic Video Corp., is the owner. Marcus Cohn Cohn and Marks Law Offices Washington, D. C. 10 SPONSOI^