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FOR
ACTION!
ACTION in translating 5 OTTB
age for the largest Spanish speaking audience in the Great Southwest. . . .
ACTION in top performance and pro duction by a skilled staff of translators, directors, announcers, actors, singers .•mil musicians. . . .
A C T I 0 N in putt iny VOI'R product in thousands of homes in the San Antonio area. . . .
WE INVITE YOU TO ASK ABOUT OUR
Know how
[jO-opcration! and [Jn-the-beam R esults
Many national advertisers have successfulls invaded this profitable market through KCOR's superb facilities and service. . . . Some of them are: — PROCTER & GAMBLE LUCKY STRIKE GENERAL FOODS BRISTOL MYERS CHESTERFIELD
R. A, Cortez. Pres.
SAN ANTONIO, TEXAS Texas' First Spanish Station
fil jir> >( ntcd by
Richard O'Conncll, Xut'l. .{<{,. I),r.
40 last 49th St., New York 17, N. Y.
PLaia S-9140
LOS ANGELES — SAN FRANCISCO
[Continued from />«/;<■ :; |
l»lmg — read) to fall into line if it becomes necessary. (Disnej on ABC. Chrysler on CBS, and soon.)
Then, too, there are other changes that arc about to be stirred up by the new look.
Advertising via t\ as we now know it will be affected, too, I daresay. \\ iili less control over programing, the daily extravaganza could mean that the advertiser after concerning himself with the essentials of lime buying and commen ial production, must then reconsider what he get for hi money. Less commercial integration i< possible I if any at all i>) in the multiple-sponsored program; no main title to be created nor commercial format problems to he resolved. You take your minute slot and fill it; that's all. hrother! Sacrificed, too, is personalized selling, that happy wedding of star and product. (For this last reason it is not sound to classify the NBC's multiple-sponsor efforts — Today, Home and Tonight — which so efficiently and effectively employ their star as salesmen with the extravaganzas of mid-evening despite the fact that both are being discussed under the broad hut illnamed heading of magazine concept of broadcasting.)
Well, to get back to the fall it may he the season of mists for some or perhaps of mellow fruitfulness for all to paraphrase a predecessor of Pat Weaver. J. Keats. That remains to be seen.
Of one thing we can be sure, howTever — the months ahead will he interesting as well as indicative. The scramble for talent which means the problem of using up astronomical talent budgets, the writhing about for formats which will sustain interest over longer periods of time than a half hour or even an hour, the difficulties of spotting numerous commercial announcements that are needed to underwrite the -how without incurring the wrath of the public — all these point to
a busy time. For those that live through it. it should he fun.
• * •
Letters to Bob Foreman are weteomed
Do you «/NYJ^^ agree with the opinions Bob Foreman expresses in "Ag,enc\ Ad Libs"? Bob and the editors oj SPONSOR would he happy to receive and print comments from readers, ii/dress Bob Foreman, c o sponsor. 40 F. 49 St.
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