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Will TvAB 'federated"?
TvAB planners meet 4 August
Campbell testing frozen soups
Times' Could switches to CBS
Toni starts 2nd product via air
Media executives debate fear
Admen who wonder "what's the problem" in setting up TvAB have to bear in mind television (like radio) is 3 media — not one. Stations depend on 3 sources for revenue: (1) networks; (2) sales to national and regional clients via national representatives; (3) sales to local clients. Latter 2 are vital to pay high operating costs. That's why as time nears for 5 August meeting in Washington to set up all-industry TvAB you hear of stations which want bureau to concentrate only on all-important spot and local sales. Possible solution: federated bureau with separate branches for network, spot, local. See editorial page 108.
-SRAt special meeting in Washington 4 August (day before 10-man TvAB organizing session) 4 prime movers in projected tv bureau will hammer out agenda. Men are: Clair McCollough, Roger Clipp, Cam Arnoux, Dick Moore.
-SRWatch for a major tv-radio splash by Campbell Soups this fall to promote new line of frozen concentrated soups. Product is currently being test-marketed in 3 Eastern cities, including Philadelphia (right across Delaware river from Camden home plant). Extensive tv spot campaign, plus daytime radio announcements, combined with largespace newspaper ads is current formula. Agency: Leo Burnett, Chicago.
-SRJack Gould, radio-tv editor of "New York Tiroes" and frequent critic of over-commercialism in air advertising, has been named Information Adviser to CBS, Inc. He'll report to Frank Stanton at policy level.
-SRToni launched Viv, lipstick, with $5 million first-year budget in May — most of it going into radio, tv. Next month "largest ad appropriation ever placed" for facial cleansing lotion will kick off "Deep Magic," again with radio, tv carrying brunt of campaign. Firm had 19 shows, will carry 22 radio quarter hours weekly, 21 on tv by October. Agencies: Weiss & Geller, Tatham-Laird, Leo Burnett, all Chicago.
-SREdward B. Pope, media director of James Thomas Chirurg Co., Boston, says he not only has no fears regarding his job or future, but he does not use PIB data in making media selections, challenges authenticity of rating services for all types of media and says of SPONSOR'S 3 May article, "III. Psychology of Media — why admen buy what they do": "Should be read by everyone who really wishes to be an adman instead of an accountant." For debate on "Are YOU afraid?" see page 31.
Bernard Piatt SPONSOR general manager; Miles David named editorial director
In two major staff promotions, SPONSOR announces elevation of Bernard Piatt, for the past five years Business Manager, to General Manager; and Miles David, for the past four years Managing Editor, to Editorial Director. The Editorial Board of SPONSOR will consist of Norman Glenn, Editor and Publisher, Mr. Piatt and Mr. David. In addition Mr. Piatt will supervise all departments.
SPONSOR. Volume 8, No. 15. 26 .Ttilv 1954. Published biweekly by SPONSOR Publications. Inc.. at 3110 Elm Ave.. Baltimore. M.I. Executive. Editorial. Advertising. Circulation Offices id E 4nth St.. New York 17 $s a year in L*. S. $9 elsewhere. Entered as second class matter 29 January 1949 at Baltimore. Md. nostoffice under Act of 3 March 1879