Sponsor (July-Dec 1953)

TV CODE BOARD Ma) I commend you l"i yout editoi ill "ii paga I I "I the Novembi j issue concei ning the I \ Code Board's "lii-t I { t1 >i • 1 1 . Quite frequentl) we heai eloquent voices attacking the Code and it administrative board !"i lack of a< tion on -nine pgj liculai indu-li \ |n.i' li' e which obviousl) i a violation. What these ci it* a overlook is that the I ode Board deals specificall) and confidentiall\ w i 1 1 1 stations and networks concerning these matters. It has nevei been our purpose to publicize these indi\ idual negotiations. 1 am sure \ ou can understand the efficac] of this principle. Altogether too often it is assumed 1>\ our critics that because we hold the self-policing job in confidential status that the Code Board is inactive or a do-nothing group. I have -aid repeatedl) that the responsible men and women of our code board are not devoting considerable time at great persona] sacrifice to deal in platitudes. However, we can exhort and wield the big >tick without avail if individual management fail to serve the role as executioner. The whole principle of voluntary self-regulation will collapse unless the industry understands this joint responsibility. The trade pre- i an important part of the play. Vmr editorial indicates a keen understanding of the problem. John E. FETZER President & General Manage} Fetzer Broadcasting Co. Kalamazoo • SPONSOR*! r.-.-.ni article, "Ii n aTar-eom mrrri.ili/i-d '.'" I I December l*>.vc page :!7. pro viHrfl .n ■ I • I i t i ■ > u n I detajll "" ill. >.nrk i>l ill. I. ( ..<!. ftoiinl. Mr. Petser ht-.nl the Board. SOUND RESEARCH The article. "Beware of these misuses of Starch tv figures," b) Beville of NBC and the replv 1>\ Jack Boyle [30 November 1953, page 12], proved to be interesting reading las! night. It proves the great need for and the importance of the work now carried on In several Advertising Research Foundation committees, working towards Betting up standards in this type of research and furthering the understanding of proper usage of advertising research. Articles such as this one. committee meetings, conferences, are all helpful in providing everyone with background and information. However, it takemore than this. To make progre-s in this very important problem, which .ill.-, i dn value of the advei i i dollar, it i necessary that we gel more . mill ibutiona throu h brainwoi k and mone) foi the work "i the Mil. we realize that self-interest i bound t" • i up up but intelligent rese in here, in all 1 > i -iii In ol the advei tising business, must work together, selflessly, i •■ Ward "in ultimate -".ii "I -mind ir -i .in h properl) applied. I in \i: Km: vk. President \i;i \.u York TV CENSUS sponsor's round-up on the topk . "Is there a pressing need foi i regular tv census?" "sponsoh \-k-." 2 November 195 i. page 56 . was quite linielv and pertinent. \t the time ii was prepared, however, vim had nn wav ot knowing ol Nielsen's nationwide tv home census, now in pi ogress, u hich CBS I \ is sponsoi ing i nd w hi< Ii the network aniiiiuih ed ic entl) . I In sui \ e) . the largest oi it kind and the first Bince the NCS i I'lint in 1952, becomes, then, a much needed answei t" the industry's demands, as Bpe< ified l>v v mir forum's participants. Results will be announced in Januarv. and a great man] existing conflicts in set estimates should then be resolved. In the forum pi© e Mr. Diberl suggests an organization similar to \B< foi tv censuses. Practii all) speaking, thai type of audit work take place in offices, whereas a tv measurement is :i|i|e\ |nl> of field research all ovei the I . >. Hence, it need an enlirelv different type of organization, with extensive facilities and highlv trained personnel, too it the users ol the stud) don't want to hire Fort kn"\ to pav lor it. \\ ith two such nationwide studies ahead) under our collective bell (one also included station circulation), and with our other measurements of radii and tv now enjoying wide acceptance throughout the industry, it appears fairlv logical thai we are that kind of organization. Consequently, \. ( Nielsen Co. is ready, willing, and we feel, eminentl) qualified tn serve as television's census-taker, in "rder to provide both buyers ami sellers "t time with continuing bases of ao urate Ea< t about ow nership. Ml RR1 H MUUS Public Relations Din \ . ( Vi< Isen Co. Veu York \6 SATURATES CENTRAL CALIFORNIA'S RICH INLAND MARKET Effective buying income $942,044,000 in KJEO coverage area 61.364 sets Oct.. 1953 (90 mile contour area) REPRESENTED NATIONALLY BY THE BRANHAM COMPANY Offices in Leading Cities CHANNEL^ O'NEILL BROADCASTING CO. FRESNO. CALIFORNIA P. O. Rex 1708 J. E. O'Neill. President 28 DECEMBER 1953 13