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SPONSOR-SCOPE continued
Tv will be doing its first big concerted public, relations job next week with TvB coordination. Expected audience: 60 million.
The project will lake two tacks:
(1) Educating the viewer on the business of tv. explaining how come this halfbillion-dollars worth of programing is made available to liim free; and (2) showing the advertiser, especially small businessmen, how tv is the cheapest way to reach an audience.
The story will be told through 60-20-10 second announcements, using slides and scripts furnished by TvB.
Here's one of the rising business-getters in the agencv field that is creating attention: 36-vear-old Peter G. Peterson, v. p. and manager of McCann-Erickson's Chicago division.
TTis knack for hauling in a mixture of package goods accounts for an agency branch heretofore associated with oil and similar accounts has his Michigan Avenue neighbors talking.
Peterson's latest catches: Turn's and Nature's Remedy ($4.5 million) and Helene Curtis' Sprav Net and Egs Shampoo ($3.5 million).
Peterson's techninues mieht be described as capitalizing on the trends of the times. He approached the task of buildinjr the office with the conviction that today's agency must be comnletelv oriented to marketing.
(See these SPONSOR articles on the agencv-marketin? theme: 3 August 1957, 1 October 1956. 9 Tanuarv 1956. 26 December 1955, 12 December 1955. 28 November 1955.)
NBC TV continues to nitch daytime ratings against CBS TV.
These comparisons from the August Nielsen NTI are being cited:
PERIOD NBC TV AVERAGE RATING CBS TV AVERAGE RATING
11 a.m. to 1 p.m. 8.4 6.9
2:30 to 5:30 p.m. 7.5 7.2
Nielsen's August 1956 report had CBS TV with an 8.8 to 3.1 advantage over NBC for the 11-1 segment, and a 7.5 to a 6.4 edge over the competitor for the 2:30 to 5:30 stretch.
CBS Radio this week chalked up about $4 million gross in renewals and new business. The bier item was Colgate's 52-week continuation of 20 weeklv 71/i-minute daytime units.
New business included Longine-Wittenauer, California Prune, Aero Mayflower Transit Co., and Puroil.
Here's another sisn that network radio is stoking up its intramural competition:
ABN this week announced that it had made an agreement with WSM. Nashville, effective 29 Tanuarv: whereupon NBC quickly countered with the statement that the station would still he an NBC primary.
NBC also anproached this development with a wan step: ABN will originate a daily hour show out of Nashville, using WSM talent.
Observed NBC: "The same thing was offered to us by WSM but we couldn't fit it into our schedule."
Now that the vacation and holidav season is out of the way. preliminary discussions for a new tv ASCAP contract should be resumed this month.
The current contract with networks and stations expires 31 December 1957. A committee of broadcasters met with ASCAP in June for an exploratorv talk, and things were left this wav : ASCAP would be hearing in due time from the committee.
10 SPONSOR • 7 SEPTEMBER 1957