Sponsor (July-Dec 1953)

"Use more ingenuity in integrating commercials into program, such as inBerting atrip commercials over program picture." I General manager of \\ isconsin Btation i "Tv i o\er-< •oiiiiiit-K :ialized not in number but in quality. Make commercials more believable. Give them more integrity." < Advertising manager of large Detroit-area manufacturer) "Have broadcasters, agencies and advertisers watch an audience writhe through some of the over-commercialization!" (Sales dim-tor of group of radio-t\ stations) How do admen on the other side of the Fence feel — those who do not think i\ is over-commercialized? Here are sonic of their comments: "Tv is a private enterprise. The handling of their programs is their business." (Vice president of a San Francisco ad agen<\ i "How else can advertisers pay the bill?" i Partner of ad agenc) in Atlanta i "T\ is not over-commercialized. But there are exceptions. Broadcasters ac< epl and insert extra commercials to secure added income. A standard practice should be followed by all." I Dougla Wall, media director, Allen & Rey nolds, Omaha) "Too many people expect free entertainment and expect the sponsor to pa) huge production costs. Let the people pay!' (Owner, ad agency. Beaumont, Tex. I "Television is over-commercialized — except on our own company's shows." (A large Chicago advertiser I Like this last respondent, several admen straddle the fence on the question of commercialization, as witness these opinions: "Tv is not over-commercialized on a network basis. Most flagrant abuses occur with individual stations on local sales." i Radio-tv advertising director of a leading Midwestern milling company i "Yes — but mostly on local or regional shows." i Public relations director, a large insurance firm I "You can't answer this with 'yes' or 'no.' In spot tv. 'yes.' As a whole, 'no.'' (Quentin David. David. Inc.. St. Paul I One adman. Graham S. Mason, an executive of Philadelphia's Lewis & Oilman ad agency, took time out to write what was perhaps the most comprehensive reply received in sponsor's opinion poll. even when snowplows can't A land of great distances (302 counties in 12 states), the Western Market's basic means of communication is radio And radio is KOA-Radio. KOA's is the single signal capable of reaching this entire 480-million acre' market. More than a million families live in the Western Marketbetter than half of them rural. Last year they earned $5-billion, spent $4-billion in retail sales. The Western Market farmer has an income 74.3% greater than the national average. And he's a prime customer for consumer goods of all kinds plus the equipment and materials aiding him in his production capacity. In the Western Market: Sell your product... buy KOA-Radio. 50,000 WATTS CALL PETRY 850 KC D E N VE Covers The West <$*&#*/ *F0R FOOD ADVERTISERS! Li AGUE \ AMERICA'S MOST FOOD-CONDITIONED AUDIENCE 90 Stated adman Mason: "Whose fault is it? Everybody's. "The networks and stations — they had their hungry days; now they're offered a banquet. Who can blame them for grabbing at it? Later on, let us hope, they will become more moderate. "Advertisers — too many have the notion that tv is the infallible road to sales. So they want in, on any basis they can squeeze in. And then, too, when thev look at the bills they feel the urge to sell the factory's complete output for a year, or the store's entire inventory, in one program. Later on. let us hope, they will consider the use of tv more realisticallv. "And agencies. With clients breathing hot down their necks to get them in tv, they'll hold still for double, triple and quadruple spotting, just to get a foot in the door. And again. "If ihe Nielsen Food and Drug Index Service has established any one fact over the years it is this: Your client can't maintain his share of the sales unless he maintains his share of the promotion — barring, of course, the possibility that he can develop and maintain a better product, price or package, or a more efficient type of promotion." J. P. NAPIER Executive Vice President A. C. \ielsen Co. looking at the costs, and knowing the client is watching, they'll turn on all the heat they can generate to plug the client's products. Later on, let us hope, they will regain their judgment. ' V\ e are in a transition period. Hard to take and hard to deal with. It is to be hoped that television, as an advertising medium, will soon attain the maturity that television audiences acquire after the first six months of set ownership. It is a condition which, through abuse, should cure itself." Mason concluded. And. from California, came a statement from Lisle Sheldon, president of Los Angeles' Sheldon Advertising: "\ \RTB and all others associated with the radio and television business know without the use of a survey the answers to I your i questions. '" \s long as there are station owners who demand more profits (or more money to try to cover losses), as long a> we have clients who demand unreasonable results for the advertising dollars the) spend, as long as agencies promise to deliver the impossible to SPONSOR J