Sponsor (Nov 1946-Oct 1947)

HAB Executives Agencies and sponsors fool V\K"s executives all limo lop Practically the entire NAB Evaluation panel, 107 sponsor executives and 53 advertising agency executives, had something to say about the association s executives. Hon issue devoted to their particular specialties program, research, promotion, etc. It is therefore not necessary to repeat those reports here. Quotes: "It's logical to compare Justin Miller, head of radio's trade association, with Eric Johnston, head of the motion picture producers, I'll take Judge Miller." — Head of a great food merchandising organ \n\ trade association is known by the stature <>! its executives, and the NAB cannot esa ipe this generally-accepted trade asso.. iation yardstick. Agencies and sponsors alike respect Justin Miller, \ \lVs chief officer. There is a genera] acceptance oi the tact that tor judge Programs and Codes Miller's lust year there were many who questioned broadcasting's having a major executive who knew practically nothing about the medium and who had until this appointment spent the major portion of a full life as a lawyer and jurist. There are still a few who teel that a man from radio itself would have done a better job but that number continues to dwindle. Even those who look upon his "freedom of speec li on the air" approach as flag waving and not to the point as to who controls the broadcast firmament, do not question hi honest) and his sincere belief that the l'(( has been operating in a direction which would eventually impair the First Amendment to the Constitution. He has without a doubt lent and will continue to lend importance to the Association. The NAB's second in command, vice ization who worked with Johnston in Wash ington. "Jeff Willard has forgotten more about radio than most of us in the business hope to learn. The fact that he doesn't let you know it is one of his greatest charms." — Radio director of a Chicago agency whose programs are usually among the first 15. "Don't underestimate Bee Arney. He's one of the 'old guard' who is in there pitching for NAB, not Arney." — Ex-station manager now a program producer for an agency in Hollywood. "Judge Miller acts like a Supreme Court Justice who likes to take his time with his big cases. Is that bad?" — Former radio announcer now radio director and vp of a medium-sized agency. Li I Mo is (\|M'c(t'(l from oil 1mm* I ho program or ooilo commit loo Radio directors of agencies predominated in sponsors wil attend the program sessions, this NAB Evaluation panel. Next in order Among other things, they'll be interested were adveitising managers of sponsors. A in ascertaining whether or not it was total of 42 men were interviewed to obtain Qarence Menser, who will chairman the 11 conitniu . clinic, or NBC that was responsible for the senior network's sterility in experi The NAB's emphasis on programing is mental programing. Program experi of recent origin with Harold Fair, a work mentation is a must according to both ing program manager heading up the de agencies and sponsors. Sponsors feel that partment. Agencies and sponsors view tney should not be forced to spend heavv NAB's interest in programs with skepti money for time and talent in angeling cism. There is less skepticism concerning new shOWS that may fail, in their first 1 3 the new NAB code, a development which weeks, to develop buying audiences, comes within Harold Fair's jurisdiction, (Borden, which is dropping Arthur's although its basic concepts come under Piace< feei tney might have had a top pres.dent A. D. (Jeff) W.llard, Jr., finds the direction of the Speda, Committee on ra jf ^ hadn.t been forced Standards of Practice headed by MBS' t0 feed the ^g^g whilc it was trying Robert D. Swezey — and including such out jts wings.) code iconoclasts as Ken Dyke( NBC), «|f the NAB program department Walter J. Damm (WTMJ I, C. T. Lucy wouid try t0 work out a radi0 version of (YVRVA), John Outler (WSB), Roger tne drama's summer theaters, or base Clipp (WFIL), George Biggar (KCRG), ball's farms, it would be making a real and Harold Fellows (WEEI). contribution to broadcast advertising," The code is a matter of great concern to stressed one sponsor who recently was sponsors and agencies. They don't feel burned by a non-productive network pro Many know him personally and though some feel that his talks at luncheons, dinners, and award functions have hewed consistently to the line that the broadcast industry is always right, they feel too that what he says and does generally is toi the good of radio. He has been most in touch with advertising agencies. They know him as a man who was a successful statu hi operator and is a prime realist. It is felt that he has supplied Justin Miller with the kind of assistance and broadcasting knowledge that has made them a :t industry team. About the third of the officers, C. E. Arney, Jr., agencies and sponsors know too little to pass judgment, despite the rs he has been with the NAB. It is sonu tinu s pointed out. however, that the position "i Secretar) Treasurer is one that's well filled wh< n its holder is seldom si t n and just .is seldom heard, publicly. Most ot the othei executives are weighed bj agencj ^^d sponsoi executives 111 the Se< t lolls ol tills NAB /'iil/lul that NAB's program committee will gram. Another stressed that he had been create any new program ideas or improve unable to find any local programs worthy the breed. Regarding NAB's plan to of being developed as network or national transcribe a special educational series to spot material. (Informed of this NAB indoctrinate audiences on radio's contri Evaluation issue's presentation of "Local butions to the American way of life, they Programs Available for Sale." this spon say this will be log-rolling of a back sor countered with "show me.") slapping sort that will not help to increase On the matter of a new NAB code, both audiences. agencies and sponsors were certain that Basically, sponsors feel that program it would be more liberal than most of the ing should be promoted at a local level, ideas that NBC and CBS have been talking They fail to see any program clinic (as about with their affiliates. By liberal planned for the convention inspiring pro thcV mean as to uhat can and cannot be gram pioneering at a local level . . . or at do,u' Wlth commercial copy on the air. any level. But they are willing to be The code> as jt wi" be offercd to the shown, and a considerable number of Please turn to page 22) SO SPONSOR