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SPONSOR-SCOPE continued.
The recession could turn out to lie a blessing for tbe people in media research.
According to talk along Madison Vvenue this week, the advertiser is demanding more proof than ever on the probable results of a recommended campaign.
I pshot of ilii attitude:
1) The agencj is finding itself pressed to raise tbe standards and practices of media buying thereb) increasing the importance of experts in evaluating competitive media as well as buying them.
2) Exhaustive probing is necessary for hard Facts and down-to-earth comparisons oi rusts ami rlTn tiunrss .1 function that will require larger and more skilled staffing of media researchers.
3) \ boom fin freelance research organizations (who do field work) is in the making.
The next big advertising scrimmage you can expect in the appliance field will he over the ability of dishwashers l<> reduce bacteria count to a negligible level.
GE already has the jump on the others, while Westinghouse is reported getting set to enter within the next several months.
Note that 2-for-l deals and premium offers are few and far between in tv commercials these days.
That's because the supermarkets are putting more pressure than ever on manufacturers to cut them out.
The supermarketers' contention is that these expanded packages clutter up shelf
space which could he used for additional products. Moreover, because of the added weight, they're hard to handle.
Here's another new barrier tbe advertising people will try to knock down:
The Internal Revenue f )epartmenfs recent ruling disallowing, as an operating expense, the cost of an advertising program sponsored by private electric companies.
The Southern Co.'s president Harlee Branch, Jr., promised his stockholders last week that he would challenge the ruling. He described it as an "attempt to deny the investor-owned electric industi) the right of free speech."
Co-op utilities from time to time have charged the private companies with using their advertising campaigns to attack non-private interests as "socialism."
Like CBS, Inc., tbe Music Corp. of America seems to be readying itself for a spinoff of some of its properties in the event that it must seek relief from anti-trust pressures by the Department of Justice.
The MCA companies this week became operating entities In J. C. Stein's device of naming a president for each, with Lew R. Wasserman as executive chairman and chief executive officer of all companies — a la the role filled by CBS' Frank Stanton.
The presidents: fit Lawrence R. Barnett, Music Corp. of America (band and acts division) ; (2l Maurie B. Lipsey, Management Corp. of America I which handles producers, directors, and writers) ; f-Si Herbert I. Rosenthal, MCA Artists, Inc., (the talent arm) ; (4) Taft B. Schreiber, Revue Production. Inc., (film production); and (5) David A. (Sonny) Werblin, MCA TV. Ltd.. I Selling arm for syndication and network film sales).
For other new* coverage In this Issue, see Newsmaker of the Week, page 4;
Spol Buys, page 54; News and Idea Wrap-Up, page 57; Washington Week, page 63; sponsor
i 64 l\ and Radio Newsmakers, page 70, and Film-Scope, page 45.
SPONSOR • 14 JUNE 1958