Sponsor (July-Dec 1954)

for a BIG uiu selling \ job -use the station in the Wheeling .market . . . IN POWER operoting with 316,000 watts, channel 7 , the most powerful TV station in W. Va., Southwestern Penn, and Eastern Ohio. IN PROMOTION WTRF-TV program schedules are published regularly in more than 55 newspapers, including 3 daily and 2 Sunday Pittsburgh papers. Consistent promotion for all clients has won for WTRf-TV top prizes for outstanding efforts. PUBLIC PREFERENCE Latest Telcpulse survey in 6 counties adjacent to Wheeling gives WTRF-TV 1st 25 most popular one-a-week shows and 1st 15 most popular multi-weekly shows — plus audience preference in every lime category. WTRF-TV NBC Pnmory • ABC Supplementary represented by Hollingbery Robt. Ferguion • VP & Gen. Mgr. Phone Wheeling 1177 Rodio Affiliate! WTRF & WTRF-FM US* ■ *: x .*:*. ■ ^ A*Jti)£ UllllllllllllUllllll I IK A JJ ill toil Color tips: |„ \,w York earlier this month, Dr. Mfred \. Goldsmith, consultant lt> RCA and board chairman of the National Television Film Council, relayed to an audience <>l agencymen and film producers several ke\ tips MFC lia> learned through experiments with color film commercials on closedcircuit colorcasts: 1. Shoot "balanced" color. Sa\s l)r. Goldsmith: "Make the film right to begin with. Don't worr) about trying to unbalance deliberately in order i" correct for am shortcomings in the t\ color equipment. II the color look right on film, they'll look right on the air." 2. Screen under tv condition*. Don't have your commercial run-throughs and critical sessions in a projection room with a big screen. Project it on a L9-inch screen, or from behind ground glass about the same size. You'll gel a better idea of how your colors will look, and will be able to tell il you re crowding in too much. ■\. Shoot in closeup. Long shots should be as brief as possible in color commercials, YI'FC feels. Reason: In long shots, colors tend more to merge; details and contrasts are lost. A redand-white checked tablecloth, for instance, looks properly checkerboard in i loseup. but blends to over-all pink in long shots. Flesh tones arc far better in closeup. Makeup is about the same a lor an) standard color film -hooting. 4. I se optical sound. Color film projei tors aren t yet developed to handle the magnetic sound track now becoming popular in much film work, although the) probabl) will he in the future. Plan all -omul for standard opti• al sound tracks. .">. Get expert opinion: Network film men and engineers have now reached the degree ol familiarit) with color film problems, Dr. Goldsmith feels, when the) can view a regular projected « "loi -' reening and then tell \ mi how it will look on color t\. It isn'l necessar) to wait for closed-circuit fa cilitie-. which are in great demand for other test work. Who buy* >em?s \ recent ABC Film Syndication -ale analysis of three of ii syndicated t\ properties shed some light on whethei the heaviest hu\er of film -how are stations, agencies oi clients. I he -ale breakdown was computed lor three ol \I'>C Film' properties, Racket Squad, The Playhouse and John Kieran's Kaleidoscope. Out of a total of ',» sales of Racket Squad at the time the anal\-i wa done 10. or i;;-; ,,f the sale were made to stations; 38, or M)' ; were to agencies, and five, or (>' ', were to advertisers. An analysis of The Playhouse indicatethat 2d out of a total of 30 sales. or 07';. were made to agencies; 10 sales, or 33%, were to stations and none were made direct to advertisers. lor Kaleidoscope, the sales breakdown showed the majority of -ahwere made to the stations. Of a total of 1 1 -ale 0. or 82'r . were to stations. I here wa one sale lO'r | to an advertiser and one ( 9' , i to an agency . "hone Wolf" promotion: [ nited Telex i-ion Programs has just launched a "showmandising" campaign for its Lone Wolf half-hour tv film -erics which permits sponsors of the -how to lie in item ranging from heer glasses lo cuff link-. I II' has made available a wide range ol displa) material as well ati I in trailers and slide-, bumper streamers and Lone II olf stationery. Items which tie in with the -how include beer and cocktail glasses, tie clasps, cuff link-, earrings and lighter-. \ cording to \\ \ mi Nathan. \ i< e president in charge of sales for I I P, promotion and merchandising campaigns similar to the one outlined above will be an integral part of all new syndicated film products in the future. He emphasized thai sound merchandising can help bring the local or regional sponsor into direct, effective competition with a national sponsor. • • * 56 SPONSOR