Sponsor (1956)

NET TELEVISION (Continued) was bomed in witnland •: I'm mild, satisfying and I taste li*e a cigarette should. I was reared in the most exciting sales market on the Eastern seaboard — right under the noses of sophisticated New York advertising men (and that's where a good cigarette should be.) Witnland is rich not only in bright tobacco but in unharnessed purchasing power. Now Eastern North Carolina has a 316 000 watt NBC affiliate to boot. Add Grade A service to the mighty Marine Bases at Cherry Point and Camp Le Jeune for good measure. Transmitter at Grifton, N. C. Studios and offices at Washington, N. C. witn channel t serving eastern north Carolina transmitter at grifton, n. c. studios & offices at Washington, 316, 000. watts headley-reed co., rep. secutive years since L951. They are General Foods, R. J. Reynolds and American Tobacco. General Mills has been a leading Inner since l').")2 figures were published, and Lever Bros. has been on the roster since 19.~>1. Q. What's the biggest single group of advertising prospects tor network tv? A. Industrial accounts, who have a public relations or institutional job to do. All of the networks are pitching manufacturers in this general classification. Industry many times has nothing in the way of products to sell to the public, but it has concepts which it seeks to sell to the public and to key people within the public, such as community leaders and government decision-makers. The industrials are interested in network tv. Here's why : they know their fortunes are often dependent on public reaction, they need improved trade and employe morale and some need to develop financial markets for new stock issues. Q. Approximately how many advertisers are now using color in their commercials? A. According to industry sources, about 25% of all film commercial work is now being done in color. Film people attribute much of the jump to the fact that animated cartoon commercials are being filmed in greater volume — and in color. Said one film man in a recent issue, "Agencies and advertisers are finding that use of color now in commercials will actually prove less costly in the long run." He cited two factors as contributing to this amortization element: 1. Early entry into color gives experience in this facet of the medium. 2. Although commercials are seen by the majority of viewers now in black and white, they will still appear fresh when color receivers tune them in. Actual dollar costs for commercials filmed in color vary from one commercial to another, as well as by technique. Highest costs are usually found in making live-action commercials, and they average up between 25 and 33' (. In animation, on the other hand, costs go up only about 10 to 20%. In one short year, thanks to ABC network and good local programming we have come up faster than "Needles'* — and twice as sharp. April pulse ratings multiplied by total coverage divided by KLOR rates equals the best bet by far — on the nation's fastest track: the Portland market. 1 FIRST SECOND! THIRD klor j 35 54 i 3Q sta-cb j 59 42 I 18 sta-nb j 27 27 65 Comparative standing based on all quarter hours 6:00 p.m. to midnite Monday through Friday in April pulse. The payoff is GOOD too — Portland's Brightest Picture Sellingest Merchandising UJ PORTLAND, OREGON GEO. P. HOlllNGBERRY, Representative S. JOHN SCHIlE.Gcn'/Mgr., HENRY A. WHITE. Prti JULY 1956 75