Sponsor (Oct-Dec 1964)

Record Details:

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SPONSOR "WEEK NAB Radio Code is Good For Business, Say Execs I Washington, D.C. — What does membership in the Radio Code mean in terms of dollars-and-cents? Charhe Stone, NAB Radio Code manager, recently put the question to a number of station executives and received the following responses: Leslie Brooks, manager of WTJS Jackson, Tenn.: "We believe we can do a better job for our ad j vertisers by limiting our commercial content to 18 minutes an hour, and we know from experience that our station sounds better. The Code has caused us to put increased em i phasis on the sale of programs rather than spots, and this, too, has increased our revenue and improved ; our sound." John Hurlbut, owner and gen ; eral manager, WVMC Mt. Carmel, 111., daytimer: "The Code makes good business sense, especially for daytime radio stations. When someone wants to chisel on rates, I point out that we abide by the Code, and because we avoid clutter, our spots are worth more. I attribute part of the reason for a business increase of 40 percent over former years to the fact that the Code has helped us present orderly I sound, one that presents commer , cials effectively." Gene Cagle, president, KFJZ Fort Worth, Texas: "Our attitude toward the NAB Radio Code is simple. If it were not in existence, if there were no threats of federal regulation, we would continue to follow the principles of the Code. At our station, we found it has not depressed billings. It has, however, helped in better distribution of our commercial load. Advertisers who formerly used only Thursday and Friday are now buying schedules on other days of the week, and they seem to be entirely satisfied. I believe we've been letting our salesmen sell us on what a client wouldn't buy for too many years. I think the prestige of our medium is enhanced immeasurably when the advertiser finds no availabilities on his pet days." December 21, 1964 Dick Brown, president and general manager, KPOJ Portland, Ore.: "Under our own standards, which we applied before belonging to the Code, we would not have accepted most advertisers who do not now comply with the Code's provisions ... we believe there is a choice to make between self-regulation, and believe an overwhelming majority of stations will ultimately do likewise . . . have we lost business as a result of subscription to the Radio Code? No. We don't think so. All in all, we think it is good business to be a subscriber to the NAB Code." Ambert Dail, general manager, WGH Norfolk, Va.: "We feel our commercial success. . . is positive proof that the Code can and does work. When we adopted the policy of 18 commercial minutes ... we realized the possible dangers of limiting spot income. Ratings have continued to climb. Our rates have continued to climb and today are the highest in the Tidewater market ... no doubt we have missed some revenue a non-Code station might have accepted — but we feel that following Code rules has been a major factor in our commercial success." Donald McDougald, president of WWNS Statesboro, Ga.: "We joined the Code because, first of all, we think it's good for business. Our advertisers Hke good radio. They want the results that good radio will get. The only way they can get good results is by having listeners. If a station doesn't have listeners then advertisers will not get results. We feel that our listeners are modern, they like the modern approach, and they want a minimum of what we call 'clutter' on our station." January 1-D-Day for Cigaret Advertising Code New York — Almost a year after the surgeon general's report on the adverse effects of smoking gave cigaret manufacturers a case of the galloping jitters, an industry-created code governing cigaret advertising goes into effect. With former New Jersey governor Robert B. Meyner at the helm the self-regulatory code will become official on Jan. 1. From that day on, tobacco companies violating its strictures will become liable to fines of up to $100 thousand. Emphasis in the ad code is the disassociation of smoking and young people. Models, for example, must be (or appear to be) 25 years or older in both tv and print advertising. No radio or tv spot for cigarets may be scheduled before or after programs geared for young listeners. The code also bans any link between smoking and romance, or any suggesting that smoking may enhance a person's appearance. The code further rejects ad tie-ins which show participation in physical activities which demand more stamina than normal recreation. Here, it was pointed out that cigaret companies could sponsor sporting events as long as copy meets code standards, but endorsement by athletes would be absolutely taboo. On statements related to health, the code insists that they be significant and based on valid scientific data. The code, which has been under preparation by Meyner and his staff for several months, has the blessings of all nine major tobacco companies and is expected to cover all but a small part of cigarets made in U.S. 15