JUNE 20, 1966; FIFTY CENTS IevisionAge · with prime spending power and a thirst for everything moderns buy. And only WIBW delivers the vast Topeka Market! You're IN when ... Now

JUNE 20, 1966; FIFTY CENTS

IevisionAgeFall spot consideration: which affiliates lead?A science -fiction writer's view of tv's futureCan the colleges produce the admen of tomorrow?

PAGE 19

PAGE 24

PAGE 28tYew from Warner Bros. for 1966-67

WARNER BROS.TWOanother great selection of feature motion

pictures for television -22 big ones!

OTIME FOR SERGEANTSth one -season off -network programbcked by an on -network 20 rating 411

J..;á na UniversitKR

MJUN 2 31966

m

yx

Library xE

MISTER ROBERTSthe only off -network half-hour service

comedy available in color!

WARNER BROS. TELEVISION DIVISION 666 Fifth Avenue, New York 19, N. Y. Circle 6-1000

The ubiquitous sunflower (Helianthus annuus) may be our state's official symbol, but the real flow(of Kansas is Topeka!

For Topeka reigns over the most generous chunk of the BIG Kansas market - two million peoplwith prime spending power and a thirst for everything moderns buy.

And only WIBW delivers the vast Topeka Market! You're IN whenyou're ON WIBW Radio, "The Voice of Kansas" - most -heard signalin 45 of Kansas' top counties. On the TV side, WIBW's influence inthe $342 million northeastern Kansas market is unmatched, themarket's isolation is well defined ... in fact, many viewers never seeanother signal.

WV I BTV RADIO FMTopeka, Kansas

Let Avery-Knodel translate it for you. Or call 913-CRestwood 2-3456. Broadcast Services of Stauffer PubtiCatlo'

GA.

FLA.

land of YEAR-ROUND

óWe have seasons,but they are relative- good living, good businessly mild, without theharsh extremes that oftendisrupt business elsewhere.This means year-round high-levelspending, with a diversified econo-my, as a center for government, business,recreation, education, and industry. Fewstations, we are told, dominate their marketsas do we in WCTV-land,but you probably haveyour own figuresto prove this!

WCTV6

TALLAHASSEE

THOMASVILLE

JaNiyN,,

BLAIR TELEVISIONA Division ol;ohn BM, 6 Compan,

IYlltt

levision Age, June 20, 1966

New for 1966-67...

Walter SchwimmerTelevision Age(etc.)Spread, 4-colorPURPOSE: Attract

more top stationsand better timeslots

New for 1966-67

"CHAMPIONSHIP BOWLING" IN COLOR

Year-in and year-out, America's highest ratedfilmed sports show.

A consistent sell-out; pre-sold in 158 markets.

Now better than ever - produced in full color!All-time bowling greats going after larger prizes.LOWEST COST-PER-THOUSAND of any show on TV,

NETWORK OR SYNDICATED!

with one of America's best known sports announcers,JACK DREES, as commentator.

No wonder more and more of the top TV stationsare putting "Championship Bowling" into better

"sports" time slots. How about your station?

for details, write or call

WALTER SCHWIMMER, INC.410 North Michigan AvenueChicago, Illinois 60611Phone: (312) 467-5220

Sportscaster Jack Drees

/\/.VP',", ,%I \40/0/0/

:11I2\/21I/\/\/\/\\./ \*/ \*/ \4-/\//\/\/\an /\ 0,1::/\/\\/\/\/

/ \+/ \t/ \+\/\/\t/ \*/ \t//\ /\ /\\/\/\/\/\/\\*/ \./\/\ /\ /\\/\/\//\/\/\\+/ \/\

/ \t/ \t/ L.\/\/\/\/ \/ \/\\/11 -\//\/1é':>'¡/\/\i,r \ \ r' '' ,,,

\*/\/1/\/\ ``.:'`'r

Nationally Sponsored byFirestone Tire and Rubber Companyand Wm. Wrigley, Jr. Company.

INC.elAUTI/titki4tOlU

Produced in cooperation with AMF PINSPOTTERS, INC

Champion Dick Weber

New for 1966-67...

Walter SchwimmerTelevision Age(etc.)Spread, 4-colorPURPOSE: Attractmore top stationsand better timeslots

New for 1966-67

"CHAMPIONSHIP BOWLING" IN COLOR

Year-in and year-out, America's highest ratedfilmed sports show.

A consistent sell-out; pre-sold in 158 markets.

Now better than ever - produced in full color!All-time bowling greats going after larger prizes.LOWEST COST-PER-THOUSAND of any show on TV,

NETWORK OR SYNDICATED!

with one of America's best known sports announcers,JACK DREES, as commentator.

No wonder more and more of the top TV stationsare putting "Championship Bowling" into better

"sports" time slots. How about your station?

for details, write or call

WALTER SCHWIMMER, INC.410 North Michigan AvenueChicago, Illinois 60611Phone: (312) 467-5220

Sportscaster Jack Drees

,.,./ /...., II

16,/\ /\ /1/\\*/\\ /\ / \ /.\/\I\I//\ /\ /\i

+\/\ /\ /\/\/n/\/\/ \t/ \/ u+/\ /\ /n /\\I\I\/OF II IV RI OF II\/\/h/\ /\ /\\/\/\/\ /\ /\\/\//\/\/\\/ / \/\/\/\/\/ \/ \/ \/\/\/\/\/ \/ \/ /

/11/11-\/\/ ' /\/lá/

no 01111Flui

/\ /\/'

. /1ojl e'

Nationally Sponsored byFirestone Tire and Rubber Companyand Wm. Wrigley, Jr. Company.

gal/kw-U(414'uinduced in cooperation with AMF PINSPOTTERS. INC

Champion Dick Weber

INC.

JUST OFF

THE PRESS Television Age

The complete directoryand basic reference guide of

international radio andtelevision

Ian 41,51 m4e, Betllurs weee t TV t4!lam with frrguendei;:-'(ñeprewc, corla inapt, agtl otter aeta. Coipplek inaci a ma 14;'

1966 WORLD RADIO

TV HANDBOOK

The indispensable and completeguide for identifying broadcast sta-tions in every country of the world.A complete listing of all short wavestations, foreign broadcasts, longand medium wave stations, tv sta-tions and personnel. The WorldRadio TV Handbook is the onlyguide of its kind, used by broad-casters, tv stations, technicians,amateurs, shortwave hobbyists,diplomatic corps and advertisingagencies throughout the world.

For information, write

World Radio TV Handbook

Sundvej, 6, Hellerup, Denmark

Or

1270 Avenue of the Americas

New York, N. Y. 10020

JUNE 20, 1966

19 SUMMER'S SHOPPERS FOR FALL

How important are the March ARB's and network of filiahrsin determining next season's spot buys?

24 MORE SCIENCE THAN FICTION?

Tv's present status was predicted by pulp -magazine terirsyears ago; what do they see in its future?

26 THE VAST VINELAND

Wine importers and domestic growers use television to Bever,new tastes, a new style of living

28 CAMPUS ABC's

A is for advertising, B is for broadcasting, C is for conrmucations: how colleges teach the business today

30 THE PHILADELPHIA STORY

The Quaker City shakes off its lethargy and moves to increrits growing tv production business

DEPARTMENTS

10 Publisher's LetterReport to the readers

II Letters to the EditorThe customers always write

13 Tele -scopeWhat's ahead behind the scenes

14 Business BarometerMeasuring the trends

17 NewsfrontThe way it happened

31 ViewpointsProgramming pros and cons

32 Film/Tape ReportRound -up of news

11 Wall St. ReportThe financial picture

43 Spot ReportDigest of national activity

45 One Seller's OpinionRead the Contract

69 In the PictureA man in the news

70 In CameraThe lighter side

Television Age is published every other Monday by the Television Editorial Co!Publication Office: 440 Boston Post Road, Orange, Conn. Address mail to editoru

advertising and circulation offices: 1270 Avenue of the Americas, Rockefeller Cent

New York 20, N.Y. Circle 7-7660. Controlled circulation postage paid at New Yor

N.Y. and at Orange, Conn.

6 Television Age, June 20, 19'

TelevisionAge

ill.. XIIIPublisherS. J. Paul

Editorial DirectorDick Donnelly

Managing EditorDon Dunn

Associate EditorsEd Dowling

Henry NeigerJames L. Abernathy

Financial EditorT. A. WiseAdvertising

Norman BerkowitzAdvertising Director

Mort MillerAdvertising Manager

Marguerite BlaiseSales Service Director

Lee SheridanProduction Director

Fred LounsburyCirculation Director

Carmen FernandezReaders' Service Dept.

Carol WilesBusiness Office

Miriam SilvermanBranch Offices

MidwestPaul Blakemore, Jr.3120 St. John Road

Des Moines, Iowa 277-2660

SouthHerbert Martin

Box 3233ABirmingham, Ala. 35205

205-322-6528

\(). 21

West CoastJules Thompson

William J. HealeyThompson/Sherman Company

681 Market StreetSan Francisco, Calif. 94105

415-362-8547

Stanley ShermanThompson/Sherman Company

6290 Sunset Blvd.Hollywood, Calif. 90028

213-466-8321

nber of Business PublicationsAudit of Circulations, Inc.

B PAe1'ISION ACE is published every otherI<lay by the Television Editorial Corp.d i-ial, advertising and circulation office:

Avenue of the Americas, Rockefellere'r, New York 20, N.Y. Phone: CIrcle70. Single copy: 50 cents. Yearly sub--rtion in the U.S. and possessions: $7;ada: $7; elsewhere: $15. The entireants of TELEVISION ACE are protected by>1-ight in the U.S. and in all countriesstory to the Bern Convention and to1e'an-American Convention.

huy KBOI-TVsell IDAHO!

KBOI-TV Boise serves a

metropolitan center of more

than 350,000 people, some

of the nation's richest

farmland, the state's

capital and key

distribution center.

Boise's influence

extends to

every part of

the state.

TELEVISIONChannel 2 CBS

BOISE

Affiliated with Bonneville International sta-tions, KSL-TV Salt Lake City, KIRO-TV Se-attle, WRUL, New York, KID -TV Idaho Falls.

Represented by

QETE iSyO RUGFdN9 ODWARD, INC.

elision Age, June 20, 1966

"I'vebeen trying ,,,/"

to buy`Mother'

all yearlong..: '

`...and I won'tsell to anyone but

you stations!"

Television Age, June 20, 196 4

0 0 other,.THEG/ I

CA.

- 'produced by ROD AMATEAUfor Cottage Industries & UAT

starring

JERRY VAN DYKE...also starringMISS ANN SOTHERN as "Mother':30 half-hours of comedy fresh offthe NBC-TV network ... in COLOR!

i

ÚrTITEARTISTTELEVISI

555 MADISON AVE., NEW YORK, N. Y. 10022area code 212 688 4700

already sold in NEW YORK, LOS ANGELES, SAN FRANCISCO,DALLAS -FT. WORTH, WICHITA FALLS, LAFAYETTE, La.

cisiont Age, June 20, 1966

South Bend stays with WSBT-TVfor news ... national and local.Our "World at Six" (Mon. -Fri.)rates 13th in the top 50 shows.Walter Cronkite, 18th; SundayNews, 23rd; and Saturday News,44th.* WSBT-TV stays on topof all the news ... and on top ofthe ratings. So when you getwith South Bend TV go wherethe people are ... glued toWSBT-TV.'Based on ratings of Feb. '66 Nielsen andsubject to qualifications available on request.

TOTAL COMMUNICATION

SBc, V IN SOUTH CENOBT..

Represented By Katz

Letter from the Publisher

Keeping Up with Television

The next edition of TELEVISION AGE will be our tenth semi-annu rInternational Issue. As in the past, this special issue will docume. uthe growth of television abroad as well as trace the latest key develo: f

ments in representative countries around the globe. These exclusii t.

country -by -country reports are the only summaries about internation,'i,television available this year. (The United States Information Agenucs_has temporarily suspended issuing a detailed annual report on tel4vision around the globe.) '

Also of particular interest in this issue will be an examination c +c

how the world's top 10 advertising agencies work here and abroad antia discussion of how international television is affecting the world Flolanguage. The latter article will be written by Dr. Mario Pei r itColumbia University, a leading expert on linguistics.

Developments abroad continue to move at an accelerated pace. Aan example, just when it was getting possible to suggest that in Europr :sat least, television was approaching a sort of plateau, with set pens ,stration at reasonably high levels and a fixed number of stations on thair, color steps in. Important decisions will be made at Olso at the enof this month that will establish and affect the direction of colathroughout Europe. Obviously, international television is a field thz rneeds continuous scrutiny.

A Needed StudyThe recent announcement by the Television Bureau of Advertisin}

that it was undertaking a long-term study of spot television is a welcome move. There is little doubt that spot "just grew", so to speak

and that the myriad systems of selling it and handling the voluminouspaperwork are probably uneconomical and often discouraging arcbaffling to many advertisers.

TvB plans to study the various methods used by the agencies, stationsand reps in handling their spot business. When the study is completed.it hopes to make recommendations that will make the tasks easier forall. Spot tv can and should be made more desirable for the advertisersto use; it can and should be made simpler for the agencies to buy.

There is far more to solving spot's problems than the often -mentioned"standardized rate card," and the TvB project is a much needed stepin the right direction.

It has been our position over the years that TvB could serve a vital

function by concentrating more of its resources in the spot televisionarea. The move is especially timely now, for, as TvB president NormanE. Cash noted, "if the drain on the spot dollar continues to grow moreserious," advertisers and their agencies may react against it further. 1

That's an important if, and certainly action is called for.

Cordially,

10 Television Age, June 20, 19

Lettersto theEditor

:reatívity UnlimitedI think the article (Producing in

'roximity, April 25) is exceptionallyood. As to another article in the.sue (One Man's Media . . .) , I'ought the observations were inter-,ting. I'm happy to work in the'remost "creative" agency and stillel that "media" is very strong.

THOMAS BRECKENRIDGE

Doyle Dane Bernbach, Inc.New York, N.Y.

. . a number of people saw thebellent lead story (Producing inlk'-oximity, April 25, 1966) on neweative groups and commented on

I to me.

From the point of view of a guyto work out the best way to

clients better answers faster, Ithe article very rewarding in -

First of all, because miserycompany, it was hearteningther agencies are feeling theirlong in this same effort. And

again, frankly, I got a couple+4 good ideas from the experiences

Iers so clearly set forth in your

Sullivan,

RICHARD R. UHL

Creative HeadStauffer, Colwell

& Bayles, Inc.New York, N.Y.

Ettling the Times?

was very interested in JB's arti-The Children's Power (View -

/'its) published in your May 9thI It,.

:hildren are the greatest salesmen1, products. But let's give them the['I of programming suitable for

iIren.

1'e have a series of children's films"'re we utilized the kind of mate-" children love, and included'1 ugh satire for the adult to enjoylie same time. But we find it very

difficult to sell this idea to buyers.They prefer the violence of Batmanand similar programs.

We have 26 color films, each onea miniature musical comedy usingpuppets as actors, with the first 13satires on the fairytales and the next13 satires on the classics. This is awell -constructed, well-done series butafter investing $250,000, we arebattling our times.

LORRAINE LESTER

PresidentLance Productions, Inc.

New York, N.Y.

Curtain Calls

. . . just wanted to tell you howmuch I appreciated the excellent cov-erage of our Tv Market Planner in arecent issue. The accompanying storywas, as usual an excellent expositionof an industry trend.

FRANK BOEHM

Director of Research,Market and Sales Development

RKO General, Inc.New York, N.Y.

Our two -fold thanks . . . for thestory you gave to the Market Studyturned out by WSM-TV Nashville andfor the wrap-up of our most recentFood -Spot Tv Study ... Each is athorough and well -handled summa-tion of the book involved.

ROBERT L. HUTTON JR.

Vice PresidentEdward Petry & Co., Inc.

New York, N.Y.

Affiliate RelationsI have read with a great deal of

interest the two-part article entitledThe Chains . . . The Links in theMay 9 and May 23 issues.

There is one point in the secondarticle that we here at CBS wouldlike to take exception to. That is thestatement: "It would be presumedthat the station's record of clearanceswill ... be a factor in its ability toobtain a rate increase." In determin-ing the network rate for an affiliate,the CBS Television Network does nottake into account the record of clear-

ance by the affiliate of CBS Televi-sion Network programs.

WILLIAM B. LODGE

Vice PresidentAffiliate Relations and Engineering

CBS Television NetworkNew York, N.Y.

Ratings Research Only

The table on page 65 of your June6 issue has a most unfortunate head-ing which, I'm sure, implies some-thing you don't really mean.

Its title, How Much do AgenciesSpend on Research?, will lead theuninformed to believe that J. WalterThompson spends only $220,000 onresearch. That is, of course, not so.

Probably you meant to say "HowMuch Do Agencies Spend on RatingsResearch? If so, I can tell you thatReach, McClinton should be includedin the listing because we spend a lotmore than the minimum figure shownon our subscriptions to NTI, NSIand other assorted broadcast meas-urements. Our NSI subscription aloneshould land us on the list.

PAUL KELLER

Vice President, Research & MediaReach, McClinton & Co., Inc.

New York, N.Y.

Mr. Keller is correct. The estimates ofagency expenditures were for broadcastratings information, and not for copytesting, motivational research, etc. Theagencies included in the list were the"top 50" in terms of total broadcast bill-ings. Ed.

Free for the AskingI've just seen via our clipping

bureau your May 9 Newsfront arti-cle, Tower Meets Ferry. It is a livelyand accurate account of the meetingon Mass Communications, our mostrecent publication, which took placeat the Center Club.

Your readers might like to knowthat single copies of this publicationare available free on request to theCenter at Box 4068, Santa Barbara.Cal. 93103.

W. F. FERRY

Center for the Stud)of Democratic Institutions

Santa Barbara, Cal.

f''ision Age, June 20, 196611

We knowsix citieswhere TVwill neverbe the same.It will be better.While you're still gasping at the cheekiness of this prediction, let us explain.Overmyer plans to have six TV stations on the air by next year.WDHO-TV has already opened in Toledo. Other stations will follow in Pittsburg.Atlanta, San Francisco, and the Cincinnati and Houston areas.So there'll be more television in these cities, more competition among statior.More incentive to improve programming.Better programs. Some of them ours, we hope. Pardon us while we get to work.

Overmyer Communications Company, 201 East 42nd Street, New York, N.Y. RepresenteNational Television Sales, Inc. (212) TN 7-1440

The Overmyer Group12 Television Age, June 26 l

1(Group Will Grow Faster?

major management realignment at Columbiacasting System, Inc., which saw the creation ofS/Columbia Group under Goddard Lieberson as

sident and a CBS/Broadcast Group under John A.welder as president, has started off some speculationWall Street. Insiders recall that CBS president Frankmton predicted that the corporation's growth rate;r the next 10 years would exceed that of the past 10.is would mean a volume of approximately $2 billion:ear in a decade and the best estimates for the broad -(t field alone do not approach that high a growth rate.lis presumed that diversification into other fields, andI sumably through Mr. Lieberson's group, is where thecipany's real growth will occur.

WHAT'S AHEAD BEHIND THE SCENES Tele-scope

ards Don't Make Sales

+Ika Seltzer's celebrated commercials may have wona the awards (Jack Tinker & Partners), but, after allII hoopla and ballyhoo, they apparently haven't donerrh for Alka Seltzer's share -of -market. The product's

of the total analgesic market is said to have de -

slightly at the end of 1965. The unimpressiveg has prompted some to suggest the image switchSpeedy Alka Seltzer" to the present was too abrupt.say Alka Seltzer's share -of -market in the stomach-' -only category would be more relevant. Neverthe-lk persists that Miles Laboratories is casting another agencies.

To Increase Spending?

Wines, the leading television spender in its cate-vhich had mystified the trade by cutting back on:xpenditures in 1965 below 1964 (see story, page11 be back spending at least as much money thisit did in 1964 and possibly exceed that expendi-

Lys an informed source. It seems than an impend-tnge in bottle and label design stopped all spend -

the fall of 1965 to account for the falloff. Thesign went into effect early this year and is beinged heavily.

A 3 Arbitrations?

:nerican Research Bureau has found more trouble.,..wing hot on the heels of its "dominant area" plan

.EVISION AGE, May 23, 1966) when it introduced itslate September sweep dates (September 28 to Octo-

'' 25) . The SRA (Station Representatives Association)'-(1 a public letter condemning these dates and sug-

rig that the firm postpone its sweep date until'tuber 9. Giving as reasons the difference between

r light Savings Time and Standard Time, the baseballlicts, the pre -election coverage, the time needed "to

h all the network shows", the lack of comparison

with previous sweeps, and other reasons, the SRA hasmade a strong public case against the new ARB break-downs. Many reps have privately advised their stationsto drop the ARB service contingent on an ARB retrac-tion of both the "early" sweep dates and the "dominantarea" reports. This is certainly not good news to therating service, which has been staking everything on itshoped -for appeal to agencies. Reps signing the letter in-clude: Blair, Katz, H -R and Avery-Knodel, by no meanssmall voices in the business.

The Children's Hour

Look for extended intrusion of "adult product" com-mercials into the kiddie timeslots. Many advertisers havebecome increasingly impressed with the influence thatchildren exert in family buying habits. One majorautomobile manufacturer, for instance, is planning spotsdirected at the kiddies for his brand of station wagons.Next, vacation pitches at tots.

Tootsie to TinkerAfter a two -and -a -half year association, Compton Ad-

vertising and Tootsie Roll Industries, Inc., are partingcompany. The estimated $2 million account is going toJack Tinker and Partners who will be "creative con-sultants" to the company's Tootsie Rolls and TootsiePops. The candy .account was with Compton since No-vember. 1963.

Beer Budgets Up

The beer industry will spend about $250 million inadvertising in 1966, up about 25 per cent in 10 years,according to a survey made by the Research Companyof America. The survey reports that beer brewers nowspend an average of $2.50 per barrel to advertise theirproducts-the lion's share of 85 cents per barrel goinginto tv. In fiscal 1965, for the first time ever, the brew-ing industry broke the 100 million barrel sales record.Consumption in 1965 was 16.5 gallons per person. Whilesales increase, the number of breweries shrink. In fiscal1965, 179 breweries sold an average of 560,955 each;in 1935, 750 breweries sold an average of 59,046 each.

Japanese Help Tv in Thailand

At the request of the Thai government, seven Japanesetelevision experts, three of them from NHK; will be inThailand until the middle of September conducting fieldresearch for the projected establishment of a televisionnetwork in Thailand. When completed, the network willbe able to reach 90 per cent of the entire Thai population.Masami Hattori, acting head of the Japanese group,said more than 30 tv stations will be needed for the 90per cent coverage. The time schedule calls for 15 stationsto be built within three years for more than .a millionviewers.

i.eion Age, June 20, 1966I:;

Business barometerThe year's second quarter started off much as the first quarter had ended-with a:I

increase in spot volume over the preceding year, but not with enough of í

an increase to cause any horn -tooting oroptimistic predictions. For all stations,according to Business Barometer figures, spottelevision billings in April 1966 were up5.3 per cent over those in April 1965.

How "good" is that 5.3 -per -cent climb? Well, the

comparable increase, April '65 over '64,was 13.4 per cent. The year before, it was6.9 per cent, and the year before that, itwas 17.8 per cent. In fact, you have togo back to 1958, a recession year, before youfind a smaller increase. (Actually, the'58 percentage change was a downward one, -3.4per cent, so this year's 5.3 -per -cent gain

looks extremely good if you want to makethat kind of comparison.)

In dollars, it's estimated that the nation's stations tookin $72.4 million in spot dollars, or almost$4.5 million more than the $68.8 millionthey were estimated as getting in April '65.But, as a glance at the boxed figures tothe right will show, that $4.5 million wasn'tdivided equally among all stations.

So far as stations go which have an annual revenue under$1 million, their spot business in Aprilwas off by three per cent over the year-agoperiod. Stations billing $1-3 million a yeardid slightly better, increasing their spotvolume by 2.6 per cent. But once again itwas the largest stations-those billing $3million and over-which had the largestspot gain of 7.6 per cent.

On a month -to -month basis, spot volume in April was

down 2.3 per cent from that in Marchimmediately preceding, reported the stations.While a drop-off in April has been customaryalmost since the beginning of BusinessBarometer records a decade ago, the 2.3 -per-cent decline was the largest in the lastfour years. Since 1963, the decline has beenless than one per cent.

55

So

45

NATI(INfll. S1'(IT

millions of dollars

$72.4

April (up 5.3%)

Year-to-year changesby annual station revenue

Station size Spot

Under SI million$1-3 million$3 million up

tv

-3.0%2.6%

T -i

r FU1966-'65 comparison

Next issue: a report on local business and network compensation revenue to stationsin April.

(A copyrighted feature of TELEVISION AGE, Business Barometer is based on a cross-section of stations inInformation is tabulated by Dun & Bradstreet.)

all income and geographical categorll

'20,1Television Age, June

wspa - tv celebrates ioth anniversarywith new studios andcomplete color telecasting facilities

New WSPA-TV color studio and offices, fronting 267 feet on Converse Street in downtown Spartanburg.

IN CELEBRATION OF ITS 10TH ANNIVER-SARY, WSPA-TV IS LAUNCHING AN EXPAN-SION PROGRAM TO PROVIDE NEW STUDIOSAND COMPLETE LIVE COLOR BROADCAST-ING EQUIPMENT...

WSPA was the first radio station in South Carolinaand first with FM and Stereo. WSPA-TV was thefirst television station in South Carolina and theGreenville -Spartanburg-Asheville Market to broad-cast local color film programs. WSPA is presentlyoperating RCA color film and slide chains and RCAcolor video tape equipment.

With completion of the new color studios andinstallation of color cameras WSPA-TV becomes aFULL color station. The rich Greenville -Spartan-burg -Asheville Market is now the 45th televisionmarket in the nation. Over 60 thousand homes inthis prosperous market already have color sets.

Operating with full power and maximum heightfrom Hogback Mountain and with 10 strategicallylocated translators, WSPA-TV is serving the entireGreenville -Spartanburg -Asheville Market with thebest in both color and black and white programs.

This new expansion program is in the traditionof WSPA in always being first with the most forviewers and advertisers. Truly WSPA-TV is:

THE STATION ON THE MOVE!

the Greenville -Spartanburg-

Asheville Market

-CDL J

l 1

AM -FM -TV channelSPARTANBURG, SOUTH CAROLINA

Owned and Operated by The Spartan Radiocasting Co.-Walter J. Brown, Pres.GEORGE P. HOLLINGBERY-National Reoresentati i

"...an influence on America

as strong as Waft Whitman'A kindergarten class was recently asked to give the title of our National Anthem. One little voice said solemnly, "This Lamp is Your Lip,Woody Guthrie would like that. For the ballads of the nation's most influential folk writer reveal an emotional involvement with Americithat is pervasive, universal, timeless. Sometimes outraged, always optimistic, never despairing Woody's thousand songs tell a storyof patriotism and fierce national pride. In his wanderings as a young man, he saw it all and sang it all-the crash, the Dust Bowl, droug,tragedies of migrant farmers. But always there was the thrust of possibility and hope and wit in his words. He has been called "a rusty v:et

Homer" and "the best folk ballad composer whose identity has ever been known."To this passionate poet with dusty hair and low dn,to the many BMI-affiliated folk -music composers who cherish the influence of Woody Guthrie, BMI extends a deep and personal tribute

Woody Guthrie's more than thousandsongs and ballads include: This Land is Your Land,

Pastures of Plenty, So Long, It's BeenGood to Know You, Roll On, Columbia, Going

Down This Old Dusty Road.Forthcoming: The Guthrie Papers-a Collection

of Woody's stories, poems, letters and articles.1i

,i

THE WORLDS OF MUSICCSR ALL OF TODAY'S AUDIT

BMIMUSICi,

911THE WAY IT HAPPENED tJebiP'SfrOflt

»rk in Watts.When the smoke set -

11 following the Watts riots last.nmer, one point was made dra-tically self-evident to officials of

i. is -Tv Los Angeles: the principal5,rce of the widespread discontent..1'3 widespread unemployment. Fur-

ti2r investigation, and discussion1 h city officials, revealed to the.:ion that the unemployment wasa esult of a failure of supply anddnand. Paradoxically, the supplynand demand for jobs were bothamdant; but the means to satisfy11 needs were dangerously defi-c n. Both sides were frustrated, oneo them sufficiently so to revolta inst the existing order.)iagnosing the problem as it did,

'(K3C-TV saw a way to contributedu genuine stability. As part of thetAC-owned station's service-to-the-iatmunity program (which fre-Intly is not directly related to

4vision) , a mammoth three-dayfair was conceived in which the

mployed were invited to meet.;)loyers who had jobs. The "Ca-tt/Trade Opportunities Show" was

ay 13, 14, and 15 sponsoredBC -TV. It took place in theExposition Hall because the

rnous hall is adjacent to theag Watts district.aton H. Rule, ABC vice presi-t and general manager of KABC-

officiated at the opening cere-ties and Los Angeles Mayor Samty cut a giant red ribbon to openexhibit for a restless crowd of

10 onlookers. Before the fairi over a horde of more than 100, -

job seekers descended upon theexhibitors in a chaotic but suc-ul job -getting bonanza. The ex -

tors, representing Los Angeles'br industries, civil services, tradeols, governmental agencies, util-

and the armed forces, were in-ated.

Id, Just Wild.' Precise evalua-s of the show's real accomplish-ts are now being made. But thetusiastic spirit and impressive

turn -out alone have "turned on" ABCofficials. "It was wild, wild, reallywild," said Theodore Shaker, theyoung president of ABC -owned tvstations who was on hand for theopening day. "I walked by one boothand there were about 20 people offin another world taking free aptitudetests to become computer program-mers. Can you believe it?" The firstresponses Dom the exhibitors whopaid a $50 fee for their space areencouraging. For example, the U.S.Post Office in Los Angeles, whichhires 2,000 employees a year, an-nounced that 200 qualified appli-cants were interviewed at the show.Pacific Telephone and Telegraph

and stationed billboards around townto promote the show. Even otherbroadcasters and the print media inLos Angeles dropped their usualguard and promoted the show. "Itis a good cause, I guess, and couldbe an example of how one stationpromotes another's community af-fairs projects, I suppose," observedRobert, Nelson, promotion managerof CBS -owned KNXT Los Angeles."I confess . . . I think he's right,"wryly replied Robert D. Wood.KNXT general manager.

Predicting that the show wouldbe of broad interest to anyone con-cerned with unemployment, KABC-

TV invited federal, state, and local

Looking for opportunities

said 40 per cent of the job -seekersit interviewed were acceptable. Doug-las Aircraft, before the show started,announced it was looking for 2,000unskilled and semi -skilled workers.

The "Career/Trade OpportunitiesShow," now billed by a KABC-TV asthe "First Annual," was the culmina-tion of seven months planning by thestation's community services depart-ment, headed by Jack F. Brembeckand an advisory committee com-prised of industry leaders. The sta-tion spent almost $50,000 on theshow and its promotion. The stationwrote and produced a series of 20-,30-, and 60 -second radio and tv spots,a series of newspaper advertisements,

officials from all over the west toattend and determine if a similarproject might be launched in theirlocales. The VIPs in attendance open-ing day were, among others, themayors of Sacramento and Salt LakeCity, president of the Denver citycouncil, the vice mayor of Oakland,employment officers from the statesof Arizona, Oregon, Washington,Colorado, and California, and arepresentative from the U.S. Depart-ment of Labor. They were uniformlystimulated by the massive responseto the show. Denver, Phoenix, andOakland all expressed specific de-sires to learn the show's details.

(Continued on page 66)

Vision Age, June 20, 1966 17

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l,1 Television Age, June 20, 196

Television Age

Summeshoppe

forfall

Before a housewife sets out for the super-market, she sits down to prepare her shop-

ing list. To do so, she calls on her "researchdata"-her own notes as to what staples shes out of, the newspaper ads featuring thispeek's specials, the coupons for "cents off"

9deals that have arrived in the week's mail. Afterorganizing her material, she has a pretty fairidea of what she's going to buy upon her ar-rival at the store.

The purchasing of spot television calls forsimilar, but certainly more complex, prepara-tion. Like the housewife, the media buyer hashis research data-rating books, sales figures,

JUNE 20, 1966

Agencies placingnext season's spotschedules studyMarch numbers andvalue of affiliation

distribution studies, etc. And, like the housewifewho prefers a store in the A&P chain to onein the Food Fair chain, the media man mustmake his decisions to go with the station af-filiated with ABC-TV, CBS -TV or NBC-TV.

The importance of an affiliation with one oranother network, to be sure, is many times ofsecondary consideration in placing spot busi-ness. Rather, the rating of a particular pro-gram is the first element to be evaluated. Mostlarge-scale spot campaigns will encompassseveral stations in a market, so the buyer willcheck the best availabilities on all. However,it is of interest to study the positions of the

vision. Age, June 20, 1966

k

19

Numberof leadingaffiliates,

all markets

18

ABC

32

CBS

3.)

Prime time(Mon. -Sun. 7:30-11 p.m./6:30-10 p.m.)

by Metro Share

Top affiliatesin 84

three -stationmarkets

Source: ARB, March 1966

Leading StationsMarket Station Share

Champaign -Decatur-

Springfield WCIA 62

Las Vegas KORK-TV 56

Binghamton WNBF-TV 54

Columbia, S.C.Austin -Mason City -

Rochester (MasonCity)

WtS-TV 53

KGLO-TV 53

Austin -Mason City-

Rochester (Roth.)Cape Girardeau -

Paducah -Harrisburg(Cape Gir.)

KROC-TV 52

KFVS-TV 52

Knoxville WATE-TV 51

Montgomery WSFA-TV 46

El Paso KROD-TV 45Cape Girardeau -

Paducah -Harrisburg(Harris.) WPSD-TV 45

Fargo WDAY-TV 45

Odessa -Midland KMID-TV 44

LouisvilleWichita Falls -LawtonWichita

WAVE -TV 42KFDX-TV 42KAKE-TV 42

Champaign -Decatur -Springfield (Dec.)

BangorSpokaneCape Girardeau -

Paducah -Harrisburg(Harris.)

Mobile -PensacolaRoanoke

Wlcs 41

WLBZ-TV 41

KHQ-TV 41

KFVS-TV IlWKRG-TV 41

WDBJ-TV 41

affiliates in three -station markets;so doing, it is often possible tothat the strength or weaknessesthe network programming arerectly reflected in the status of t

affiliates.The foolhardiness of employi

March ratings to aid in placi.

orders in June -July for commercibthat will run in September has benoted many times, has been bittetcomplained about by many statiotand has continued as one of t'

traditions of the business. Occasionsly a sudden surge by one networkthe advent of the fall season wdrastically change the picture frowhat it was the previous spri(ABC's revitalization in late '64 pr,duced some frantic figure -jigglingthe agencies) . By and large, thou&the past performance of station annetwork remains a most vital to(

in planning ahead.A look at the March status of th

affiliates of the three networks in sor84-three-station markets, as defineby TELEVISION AGE and reported bAmerican Research Bureau, resultin some surprising statistics, particularly when the March '66 figures ancompared with'similar data of a yeaearlier.

Firstly, as detailed in the bar

graphs on these pages, the affiliatesof NBC-TV hold the Number On(position in more markets than thosfstations tied to CBS -TV or ABC-TVduring three important time periods.In prime time, the NBC affiliate:were tops in 35 markets, CBS stations were first in 32 and ABCranked highest in 18. In early even


Am

42

Numberof leadingaffiliates,

all markets

15

ABC CBS NBC

Early evening(Mon. -Fri. 5-7:30 p.m./4-6:30 p.m.)

by Metro Share

Top affiliatesin 84


Source: ARB, March I'io6

Leading Stationsllarket Station Share

Champaign -Decatur -Springfield(Champ. -Dec.) WCIA 79

Columbia, S.C. wis-Tv 72

Cape Girardeau -Paducah -Harrisburg

(Cape Gir.) KFVS-TV 71

Cape Girardeau -Paducah -Harrisburg(Paducah) WPSD-TV 70

Austin -Mason City -Rochester(Mason City) KGLO-TV 69


Fargo WDAY-TV 61

Austin -Mason City -Rochester

(Rochester)Wichita Falls -LawtonBinghamtonAustin -Mason City

Rochester (Austin)

KROC-TV 54

KFDX-TV 54

WNBF-TV 54

KMMT 54


KnoxvilleGreenville -Washington -

New BernCharleston -Huntington

WBIR-TV

W N CT -TV

WSAZ-TV

52

5252

SpokaneOklahoma City

KHQ-TV 51

WKY-TV 51

South Bend -Elkhart WSBT-TV 49

Roanoke -AtlantaLincoln -Hastings -

Kearney

WDBJ-TV 48WSB-TV 48

KHAS-TV 48

ing (or late afternoon), the NBCstations widened the margin: 42 mar-kets had NBC leaders; 29 had CBSfront-runners, and 15 had ABC sta-tions on top. And late at night, thepower of NBC -TV's Tonight Showwas evident as 54 markets showedthe NBC station in first place; theCBS outlet led in 23, and ABC'saffiliates were in front in only eight.(Ranking was based on Metro Sharefigures, with totals in some instancesadding to more than 84 markets dueto ties.)

The observer studying the statisticsabove might leap to the erroneousconclusion that NBC programmingwas making a runaway of the three -network race. This patently is not so.as a glance at the important "totalday" graph indicates. Here, it is seenthat the CBS affiliate leads in 45 ofthe 84 markets, while NBC affiliatescan claim first place in only 29, andABC captures the lead in 13. Howcan this be? How, if NBC affiliateslead in more markets during primetime, early evening and late night.can CBS affiliates lead in more mar-kets on a 9 a.m.-12 midnight basis?

The answer has to lie in the tre-mendous strength of CBS -TV day-time programming, a strength longevidenced in its sold -out advertiserstatus. The headstart of the daytimenetwork line-up of reruns of Lucy,Andy Griffith and Dick Van Dykeand of afternoon soap opera, overthe competition, coupled with a neck -and -neck position during the primeviewing hours, readily permits CBSaffiliates to take second place to theirNBC rivals in early evening and late

l'evision Age, June 20, 1966 21

54 Late night

night-and still maintain dominanceover the full day period.

A year ago, TELEVISION AGE lookedat affiliate positions in 67 three -sta-tion markets. (At that time, onlymarkets with equal-all vhf or alluhf-facilities were considered. Now.with the growing number of uhf out-let, and the importance of some asnetwork affiliates, all three -stationmarkets were included in the ARBtabulations.) In March '65, duringthe early evening, the ABC affiliateheld first place on a Metro Sharebasis in 12 of 67 markets; CBS andNBC affiliates held first place in 28markets each. In March '66, with thenumbér of markets increased one -

quarter to 84, ABC affiliates keptpace as they increased their first -

place rankings from 12 to 15. NBC.however, surged 50 per cent, goingfrom top position in 28 of 67 mar-kets to leadership in 42 of 84. AndCBS added only one market of theadditional 17, rising from 28 "firsts"to 29.

The picture was entirely differentin prime time, however. Here, thedecline of the ABC-TV schedule lastfall served to decrease the numberof markets in which that network'saffiliates could claim first place, from25 to 18. (And, remember, the totalnumber of markets surveyed wasraised from 67 to 84.) The reemer-gence of CBS -TV boosted that net-work's affiliates from first place inonly seven Metro Areas in March '65to first place in 32 this past March;and NBC-TV affiliates, which claimedtop spot in 40 of the 67 areas inspring '64, dipped to leadership inonly 35 of the 84 markets now sur-veyed.

8

ABC

23

CBS

(Mon. -Sun. 10 p.m.-mid./11 p.m. -1 a.rn.)by Metro Share

Top affiliatesin 84



Leading StatioMarket Station Shar

Fargo WDAY-TV 71

Champaign -Decatur -Springfield( Champ. -Dec.)

BangorAustin -Mason City -

Rochester(Mason City)

WCIA 71

WLBZ-TV 67

KGLO-TV 67

Cape Girardeau -Paducah -Harrisburg(Cape Gir. ) KFVS-TV 66

Columbia, S.C. WIS-TV 63


Au -tin -Mason City-Rochester( Rochester) KROC-TV 62

Cape Girardeau -Paducah -Harrisburg(Harris.) WPSD-TV 61

Binghamton WNBF-TV 59

Charleston -Huntington WSAZ-TV 59

Wichita Falls -Lawton KFDX-TV 58


Atlanta Ws6-Tv . 55

Roanoke WSLS-TV 54

Fresno KMJ-TV 53

Cedar Rapids -Waterloo WMT-TV 53

Oklahoma CitySyracuseFort Wayne

WKY-TV 52

WSYR-TV 52

WKJG-TV 52

22 Television Age, June 20, 1961,

Total day

accompanying this article are an fiber of listings of the leadinga fates-on a metro -share and per -

,t -of -total -homes -reached basis -fi each network and in various day -p ts. It is undeniably true that a

ng uhf station with an ABC-TVa iation in a market long domi-n d by an NBC-TV or CBS -TV vhfa iate probably will not show up ona such listing. However, there aresi ions which lead in their marketsh wide margins-not so much be-( ,se of their affiliation, and oftenit spite of it-because they haveb n intelligent in the ways of theiro r programming, have kept in closet. ch with their communities, andh e ably promoted themselves.

For more listings oftop affiliates, see pages 58-62.

'his factor of local service appearscram to become ever more im-p tant in the future, as additional

:kets turn into areas of three orle stations, and as the prolifera-

of all -channel receivers narrows,/present gap between vhf and uhfIsmission. The vagaries of net -

programming will more andle seem a quite unsteady baseart which to build a solid andnnanent business as the matter of1 facilities in all markets is re-

éd. To woo advertisers in theIre, stations may have to em-ize not their affiliation, but their

productions, their syndicatedtramming, their participation innmunity affairs and the like. Howoff the day is no one is ready

predict, but it is coming.

13

ABC

45

(Mon. -Sun.. 9 a.m.-12 midnight)by Metro Share

Top affiliatesin 84



29

NBC

Leading Stations

Market

Champaign -Decatur -Springfield(Champ. -Dec.)

Station

WCIA

Share

68

Cape Girardeau -Paducah -Harrisburg(Cape Gir.) KFVS-TV 60


Austin -Mason City -Rochester(Mason City) KGLO-TV 58

Binghamton wNBF-Tv 53


Austin -Mason City -Rochester (Roth.) KROC-TV 52

Knoxville WATE-TV 50Montgomery WS FA -TV 50Fargo WDAY-TV 50

Cape Girardeau -Paducah -Harrisburg(Paducah) WPSD-TV 49

Greenville -Washington -New Bern WNCT-TV 46

Mobile -Pensacola WKRG-TV 45Beaumont -Port Arthur KFDM-TV 45Portland -Poland

Springs WGAN-TV 45

Wichita Falls -Lawton KFDX-TV 44El Paso K ROD -TV 44Roanoke WBDJ-TV 44

Wichita KAKE-TV 43Cedar Rapids -Waterloo WMT-TV 43Odessa -Midland KMID-TV 43

23vision Age, June 20, 1966

'f what is going to happen to tele -

vision in the next "X" number ofyears is important to you, you canstudy past trends if you like. Butthere's a better way-well, anywaya more entertaining way. You canread science fiction, where it's allspelled out for you: Programs thatcan't be turned off, commercials thatcompel rather than cajole ... evena panel of robot consumers for pre-testing copy.

One reason to look to science -fic-tion writers for information abouttelevision is, of course, that theyhave had a longer history of experi-ence with the medium than any net-work or station executive, even the"old timers" of the business. Mostpeople didn't get their first look atpictures on a tube until a decade ortwo ago, but science -fiction writerswere writing about tv almost everymonth from the mid -1920's on. Ofcourse, it sometimes had other names,like "vidphone", "audiovisor" or"corn -set." And nobody was absolute-ly sure how it would work or whatit would be used for (to replace thetelephone? the radio? act as a sortof super -telescope, seeing anythingits operators wanted to tune in on? )... but we all knew "it" was coming.

As a matter of fact, the same manwho brought science fiction to Ameri-ca also gave it its first commercialtelevision broadcasts. His name wasHugo Gernsback; a publisher ofelectronic magazines, in 1926 hestarted the first s -f magazine, Amaz-ing Stories, and two years later begantelecasting over what was then radiostation WRNY. Of course, 1928 -styletelevision, using spinning -disk me-chanical scanners, lacked some mod-ern refinements. One thing it lackedwas synchronization between pictureand sound; you could see a singer'slips move in silence for a moment,then the picture blanked out and youhad a moment to hear her song overthe same long-wave am frequency.

24

Another thing it lacked was sponsors-or at least enough of them to keepthe station on the air. A few daringadvertisers paid for the privilege ofthrowing their messages into the al-most nonexistent viewing audience.But there were not enough to paythe bills. For some reason, most ad-vertisers thought it prudent to waitand see.

Wrong VisionOf course, we science -fiction writ-

ers do not always claim to bé all -seeing. One of my most esteemedcolleagues still blushes on occasionwhen reminded of a limb he climbedout on in 1946. Tv would never be-come popular as an in -the -home en-tertainment medium, he wrote inAstounding Science Fiction, becauseyou can't wash the dishes whileyou're watching a picture. And hewas serious.

Nevertheless, science fiction, onthe record, has made a great manypredictions that have in fact cometrue. Broadcast commercial televisionis only one of them; closed-circuittv, cameras to observe distant planets,cameras that cover the ocean floorare only a few of the developmentsforecast in the pages of s -f stories

years or decades before they becEeveryday hardware. Let's take a liat some other forecasts that mitaffect broadcasting and advertispeople in the future.

For a starter, let's talk about w t

pays the bills: advertising. The pchologists, the motivation-resea.boys and the other makers and sh.ers of our mentality have comewith an assortment of tools for p

suading customers to take from tfruit stand instead of the one acrethe street. The ideas range from tsubliminal image to the "hidden psuader" use of sex symbols toeverything from cars to cake mixSome are used in television cometcials today, some are not. Butwere described in science- jai ,

stories long ago.

Orders from SpaceHere's one idea not yet adopt,

(but wait). About a decade agolong-time friend and collaboratethe late C. M. Kornbluth, wrotestory called The Advent on Charm12. Those were the days when TiMickey Mouse Club was ridingon network tv, and it was Cyril 1\ 0)bluth's notion in the story that titotal loyalty the Mouseketeers con

s+i

No

Tv's present statuswas predicted by

ulp-magazine writers

years ago;what do they see

in its future?

Morescience

thanfiction?

By FREDERIK POHL

manded from their tot audience inthe real world could very well beused, in his fictional world, to gen-erate a new religion. Cyril's inventedkiddie program, as detailed in StarScience Fiction, was somethingcalled Poopy Panda's Pals; his ap-proach lay in the fact that wheremost kiddie programs merely maketheir young viewers feel bad if theyfail to buy a product, Poopy Pandatold them it was a sin. (Shades ofSoupy Sales and his request to kidsto mail him "daddy's green paperin his wallet.")

Of course, the FCC wouldn't letanyone do anything like that. Butsuppose some less scrupulous peoplewere doing the programming, andsuppose their transmitter was locatedoutside of the reach of the FCC-say, 22,000 -odd miles out into space.

What we are thinking of here isthe relay satellite, of course. Sciencefiction has a special proprietary in-terest in that, partly because theidea has been used in s -f stories forages and partly because, of the manyscientists who have contributed mostto make such satellites a reality, atleast two were science -fiction writers,as well as scientists.

The s -f writer Arthur C. Clarkewas the first person to spell out thesatellite's possibility and its useful-ness-in 1945. (He now mutters rue-fully about the inadequacies of pat-ent law as he watches Comsat stocksales.) And s -f writer J. J. Coupling(better known by his real name ofJohn R. Pierce) headed the Bell Labsteam that put Telstar into orbit.

Stag Films to SellRecently author Clarke made an-

other suggestion about relay satel-lites. Suppose some country thatdoesn't -like us too well launches anew synchronous satellite, he says,putting it in orbit somewhere aroundthe longitude of Omaha, so that itcan relay signals to substantially the

whole territory of the United State;In the story Arthur Clarke wrote fcPlayboy last year, it's the Chine:Communists who launch the biroThey use it for propaganda. The'are, of course, no FCC restrictioron how they write their commercial;And to make sure they have an andence for their propaganda, the Recintersperse it with some high -budgeexquisitely made stag films. They a1on the air at any hour of the daor night for any American withtv set, broadcast in straight dowiward line -of -sight on standard chainels. What, wondered the write.would we do about that?

Robots Test Copy

re

e

is

s.

i-

ls

t,

e

ya

1-

Nice fellows like us probablywouldn't retaliate with a propagandasatellite of our own over Peking, buteven if we all stay within the limitsof propriety in the way we reinforceour commercials and our means ofdelivering them, we might like somehelp in making conventional commer-cials more effective. How about areally good test procedure? One thatcan be tested endlessly and inex-pensively-and always reliably?

To show one possible technique,in a 1954 issue of Galaxy, I wrotea story called The Tunnel under theWorld. As an advertising copywriteremeritus, I remembered old dreamsof how wonderful it would be totest ten 'different copy themes on thesame people. In The Tunnel underthe World a big ad agency constructssuch a sample-literally constructsthem: the people are robots, a wholetown of them. They naturally areunaware that they are little mechani-cal marvels because they have been"imprinted" with human personali-ties and memories. Each day theyare exposed to an endless blare oftv commercials and their buying im-pulses are measured. Each night theyare set back 24 hours to live the


5

he revolution in American eat-ing habits is clearly evident to

anyone walking the crowded aislesof a modern supermarket. Mixed inwith the Campbell's soups and Coca-Cola, those grand old Americannames, are such once -exotic delicaciesas gefulte fish, lasagne, squid -in -ink,kim Ghee and the like. Food tasteshave become international, sophisti-cated-and so have tastes in drink.Where not long ago .a ham sandwichand a beer would have sufficed for aworkingman's Saturday night sup-per, he's more than likely now to sitdown to a dinner of French onionsoup, Mexican tamales and a gobletof wine.

The edible courses may vary, butin many homes, wine is becoming astaple along with bread and milk.Consumption of wine in the U.S. hasmore than doubled in the pastdecade, climbing from 33.6 milliongallons in 1955 to 70 million in '65.About eight million gallons, oneninth of that '65 figure, were im-ported brands; this amount againwas more than double the 3.4 milliongallons imported 10 years earlier.

Reasons for Change

The reasons for the changes inAmerica's food and beverage inter-ests are plentiful, including suchthings as an increasing prosperity,more travel to foreign locales, and-not unimportantly-considerablewine advertising on television.

Spot television, too, has been thewine steward serving up the commer-cials to the viewing audience. Net-work tv is occasionally used byMogen David (TvB-LNA/BAR fig-ures show the advertiser spent$143,000 in that medium last yearvs. more than $1 million in spot),but the other brands rely on spot tvcampaigns that seldom run beyondthe top 10-12 markets, or even suchnarrow areas as the upper half of theEastern seaboard. These limited spotdrives, however, were heavy enough

The vast vineland

Wine importers

and domestic growersuse television

to develop new tastes,a new style of living


account for, in TvB-Rorabaugh;tirades, a total expenditure of7,917,400 last year.The use of spot television by wine

uporters represents an interestingse of a mass medium for a class-oduct. And, to reach the mass -classidience, the various advertisers have;ed and are using a variety of ap--oaches. Imported table wines ad-,rtised on tv are Browne -Vintners'ectarose, Fontana - Hollywood'solla Italian wines, and North Amer-an's Monsieur Henri wines.

Big French Seller

Norman Fox, account executive atumbinner-North on the Browne-intners account (Nectarose andherry Kijafa), said Nectarose,hich is a rosé d'Anjou from theMe Valley, was first advertised on

'r in Philadelphia in the fall of?65. Six spots a week ran for ax -week period,)-second commercials scheduled1ring early evening news programs.ales went up 33 per cent duringid shortly after the campaign-andIe increase was clearly attributable

the tv push, since purchases werelade through state-controlled liquoritlets, with no point -of -purchase orher promotion allowed.The results were so gratifyingat Browne -Vintners next fall plansuse tv exclusively for Nectarose,

al also for Cherry Kijafa. The tar -

4 audience for Nectarose, Mr. Foxmarked, is the prosperous 21-34e group, a group with little knowl-Ige of wine but with an interest in:Illoring. The chief sales point isat rosé wine can go with any kindmeal; no need to fret over wheth-

to serve red or white withsicken. Nectarose has become the

est selling French rosé in thegg.s.

The choice of the broad -based tvodium for Nectarose was predi-cted on Browne -Vintners' experienceith Cherry Kijafa. The Danish

dessert wine was first advertised ontv five years ago, in New York andChicago. By last fall it was on tvin nine -markets: New York, Chicago,Los Angeles, Boston, Philadelphia,Washington, Cleveland, Detroit andMilwaukee.

Fontana -Hollywood started usingtv for its Bolla line of imports fromItaly three years ago, with a NewYork spot buy. Bolla next fall willbe on in 11 markets, according toChester Gore, whose agency, ChesterGore, Inc., handles the account. Themarkets are New York, Boston, LosAngeles, Philadelphia, Chicago, De-troit, Baltimore, Washington, Den-ver, San Francisco and Miami.Dallas may be added to the list.

Mr. Gore said one effect of the tvadvertising, from the outset, was tosecure better distribution for the line.The tv campaign increased distribu-tion in New York, and opened upmore than 20 other markets. TheBolla line has district wines fromNorthern Italy-Soave, Bardolino,Valpolicella, Barbera. By running a10 -second spot for, say, Soave in acertain city, Mr. Gore said, thewine's sales would automaticallyincrease.

"It was like putting coins in avending machine," he said. "Wefound that with tv we could controlbrand sales by regional type." Thedistributors, he added, were fasci-nated by the very idea of importedwine advertising on tv. "Bolla wasthe first imported table wine to usetv," Mr. Gore claimed.

Print Supplements

Among the ID's for Bolla is onewhich shows a guy and a gal in arestaurant, their backs to the camera."Bolla Valpolicella," he tells thewaiter. "Do you speak Italian?" sheasks. "No," he says, "Bolla Valpoli-cella-great Italian wine." "You doso speak Italian," she concludes.

Another ID, registering the Bollaname, shows a bowler hat, a bowler

rolling a strike, and, finally, a Bollabottle.

Mr. Gore said the ID's are run inboth evening and daytime. "The num-ber of women buying wine is on theincrease," his figures show. Bolla isexpected to go more heavily into tv,while continuing to run occasionalfour-color pages in Sunday supple-ments and Gourmet, The New York-er, Esquire and Playboy.

Christmas Success

E. A. Korchnoy, advertising agentfor Monsieur Henri wines, said tvwas first used for the brand in 1964."Talking bottles" commercials weremade in Europe through WCD Pro-ductions, and run in New York andWashington to promote the severalwines in the Monsieur Henri line.The spots in the two markets ran fortwo months before Christmas inboth 1964 and 1965, and will do thesame this year. (Korchnoy has tvspots ready for North American'sYago Sangria, the Spanish concoc-tion of wine and fruit, but no actionwill be taken-no placements-untileffects of a summer radio campaignare known. North American is run-ning 150 spots ,a week on three NewYork radio stations for the Sangriathrough the summer.

Some of the imported wines ad-vertised on tv are aperitifs, pre-prandial drinks: Byrrh, St. Raphael(both herbal wines) and vermouths(Martini & Rossi, Cinzano). Themost heavily advertised aperitif ontv has been Dubonnet, which is notimported but is made in the U.S.under a Dubonnet license.

St. Raphael spots were runninglast season in New York only onWCBS-TV and WNBC-TV, in two 13 -week flights. Chirurg & Cairns, whichhad the account (currently up in theair due to a change in importers),ran 10- and 20 -second spots for theherbal wine, putting over 80 per centof the budget into the tv campaign.


ision Age, June 20, 1966 27

Ilr. 1! e, hs'(r (r.l at Baruch clusN

MU's journalism/advertising school

Campus ABC'sA is for advertising, B is forbroadcasting, C is for communications:how the colleges are teachingthe business today

Ilrertisino Principles' professor checks work

i`'wasted my money", was tit'

unhappy comment of a youngmedia man who had taken severaadvertising courses before he joinerthe media department of a large NemYork agency. He had graduated fronan Ivy League college with a degrefin English literature and, decidingthat he wanted to go into advertising.felt that a few `professional' courseswould help gain him an entree intothe business. The man enrolled intwo summer courses given at a NewYork university: an undergraduatecourse purported to provide "An In-troduction to Marketing," and a

graduate course in advertising re-

search.After a summer of association with

formal advertising education the

media man characterized the wholeexperience as "a complete waste oftime. The undergraduate course wasabsolutely worthless." He said, "Itwas taught by a professional aca-demician who had no experience witheither advertising or marketing. Thegraduate course, while a little better(the teacher was an advertisingman), really only introduced me tothe superficial aspects of research.Neither course proved to be of anytheoretical or practical use when Ieventually entered an advertisingagency." This personal experiencewith formal advertising educationmay or may not be representative. Itdoes, however, reflect a concern feltby many advertising professionalswho are yearly faced with the prob-lem of turning new crops of grad-uates into advertising men.

At present only a fraction of thepeople who choose advertising as aprofession have any formal academicexperience related directly to adver-tising problems. Depending on thepolicy of the individual agency, this"lack" of professional advertising ex -

Television Age, June 20, 1966

ºrience may turn out to be eitherhelp or a hinderance. Some large

;encies have less than admirationtr the current state of advertisingaining at the undergraduate level.I fact, the consensus is that while

k ley may demonstrate a student's'ng-standing interest in the field,dergraduate courses in the gen-alities of advertising are worthless.There is even a new trend in the

,,rsonnel departments of some agen-es away from the enchantmentith MBA's. Of course, the Yale

Harvard student with a graduatelgree can still wind up with bidsom Procter & Gamble and U.S.teel in his pocket, as well as offersom advertising agencies. It is alsofact that the agencies are seldom

nancially competitive with therge business concerns (thoughsere are exceptions: one major;ency finds out what P&G is offer-tg for MBA's and regularly offers300 more) , even though ultimatenancial success is much more like -

in advertising.

The Whole Man

The student who spends four yearssome midwestern college takingmajor in advertising, graduates

ith honors, and expects to walk intolarge agency as an account execu-e will be quickly disillusioned.

Ire couldn't care less what the manok in college," said one personnelan. "You can't teach creativity,

testy, intelligence, self-disciplineul the other things that a good ad -'I tising man must have." More real-tically, the agency people have dis-

ered that the general level of'histication of undergraduate ad -

Using courses is so low that thedent is no better off than his con-

mporary who majored in hotel

IN

)l:

u

11ianagement.evision Age, June 20, 1966

According to the American Asso-ciation of Advertising Agencies, ad-vertising absorbs 20,000 noviceseach year, about 7,000 of whom godirectly into advertising agencies. In1965 there were approximately 1,200students graduated with Bachelor'sdegrees with emphasis in advertising.These were the graduates of theslightly more than 70 schools thatcurrently include undergraduatestudies in the field for degree can-didates. These students account fora fraction of the number of peoplewhó enter advertising every year,and it is generally agreed that thesestudents are no better equipped toenter the business than are theirpeers.

Other than the specialities like artand technical work, also parts of ad-vertising, many personnel men preferthat students interested in advertisingshould obtain as broad an educationas possible. There are exceptions insome large shops, where two semes-ters of copywriting might meansomething, but there is very little togain in a heavy emphasis in adver-tising.

The reasons for the state of under-graduate advertising training arenumerous. In most schools, the de-partments concerned with advertis-ing are bearing the brunt of a hostileacademic community. "Advertis-ing?" said one history professor."This is not a trade school." Thereare some exceptions, includingNorthwestern University and theUniversity of Missouri, institutionsfrequently mentioned with respect byprofessional advertising men. Inmany instances, however, advertisingis considered a "gut" major, and assuch, it doesn't always attract themost ambitious students or the mostdedicated instructors.

The type of man available to teach

advertising is another general draw-back in many schools. The "thosewho can't, teach" axiom is perhapsmore appropriate in this field thanin many others. Most men who haveany experience in advertising andwho are any good, will usually notconsider taking up a teaching post.Of course, again, there are excep-tions. Many excellent retired adver-tising men find that a useful careeris still open to them in teaching, butmany of these men soon lose touchwith the constantly growing profes-sion, and find themselves restrictedto outdated practices and ideas.

A Deficiency

Due to the inherent nature of ad-vertising, one of the greatest diffi-culties in the "teaching" of the dis-cipline is the lack of a body politic.There are simply not enough cur-rent examples of the complete ad-vertising concept, from inception andpresentation to the final campaign,made available for study. In a dy-namic industry, where competition isthe password, few agencies are en-thusiastic about the idea of releasingtheir best client contact and pres-entation procedures to the world.

The schools really suffer from apaucity of examples of sound adver-tising cases. Advertising has seldombeen considered a theoretical busi-ness and there are a lot of problemsthat arise as soon as it's taught theo-retically. Until many of these situa-tions are corrected, many profession-als feel that there will be a generallack of respect for any undergraduatecourse in advertising by the profes-sional. This is, of course, the viewof the larger urban agency; thereare hundreds of small agencies inevery community that hunger forpersonnel with some slight familiari-ty with the profession.


29

7 Arts has a rocker

WBC has fun and variety

Describing itself as a producer'sutopia and pledging "the full-

est cooperation from city officials,"Philadelphia has embarked on aconcerted drive to lure tv and filmproducers into its environs. "Re-gardless of your needs-a centercity townhouse, an old colonialmansion in a park setting, a subur-ban mansion, .a boulevard compar-able to the Champs Elysees-youwill find it in abundance in Phila-delphia." Thus reads a letter fromAbe S. Rosen, city representativeand father of the "film in Phila-delphia" campaign. The letter re-cently was dispatched to more than400 producers across the land urg-ing them to "give consideration toPhiladelphia in the near future."

Mr Rosen assumed his post onthe Mayor's cabinet in mid -May.Before the end of the month theletters were out, possibly sped ontheir way by the fact that Phila-delphia's neighbor just 110 milesnorth, New York, had also embarkedon a program to bring in moreproduction and hold on to whatproduction already was there. Mr.Rosen reported on the initial re -

Triangle has sports and series

-91r The Philadelphia storyThe Quaker City is a

different town now thatit accommodates moretelevision and filmproduction

action to his letters: "Of coursethere is a great deal of differencebetween a show of interest and afait accompli, but the reaction sofar has been gratifying. One com-pany said if things really were thatgood in Philadelphia, it would opena branch here."

The new drive to bring productionto the Quaker City comes on topof a surge in work there by featurefilmmakers, networks and such tvsyndicators as Triangle Programs,WBC Productions and Seven Arts.Even without the expressed invitationof the city government, Philadelphiafacilities were recently used to shootthe feature film David and Lisa onlocation all over the city and sub-urbs; and a large part of the CBS -

TV second Barbra Streisand specialwas taped in the City Art Museum.On the tv syndication front, partisansof Philadelphia production are al-ready claiming the city is used tosupply more tv programming tostations than any other save Holly-wood and New York.

Because it's viewed in the mostmarkets-almost 100-WBC's MikeDouglas Show is probably the best-

known Philadelphia export. TI

free -wheeling daily 90 -minute varielshow is taped at Group W's KYVTV, although it orginated at tr

former Westinghouse station i

Cleveland. When the company movebag, baggage and call letters t

Philadelphia, The Mike Dough]]Show moved, too, and the changreportedly has been all to the good

"We depend strongly on our informal approach, and Philadelphi.,suits our purposes perfectly," sahErnest Sherry, director of the pro,gram. "It would be a different shoveif it were taped in New York." ThalPhiladelphia locale, too, has easedthe production team's quest in finding some of the biggest names iishowbusiness to act as weekly co

hosts on the program. It is simplexfor performers such as Carol Bur'.nett, Bob Hope, Ethel Merman andMilton Berle to commute from NewYork to Philadelphia (a two-hoodrive) than to Cleveland.

In the northwest section of thecity, bordering on the Main Line.are the new studios of Triangleflagship WFIL-TV and CBS -owned



A PROGRAM MAN'S ViewpointsHELP!

rhe new shows are churning through the Hollywoodfilm mills. In another two weeks enough new prod-

ct will be in rough cut to determine whether a neweries will make it or not. The old, battle -scarred stand-ys are sticking to the tried and tested formula, andley can only hope that this is not the year when fatigue?ts in.

The movies have been pre -selected for months andmy need editing for size and for integrating the corn-iercials. The specials are in preparation and most en -y the luxury of long lead time. The real problem is

the live, "on tape," variety shows.Live shows have a serious psychological problem that

as always handicapped them. The producer lives in aream world of no deadline until the week before thelow goes on. He is sure the guest talent will all getick, drunk, disappear, lost, balk at the billing, walk outn rehearsal or be so bad, they'll have to be fired. There -)re, he doesn't plan ahead.Consequently, the more sophisticated prognosticators

f network ratings for 1966-67 have picked The GarryPoore Show to have a 25 per cent share, Andy Williams,6 per cent, Danny Kaye, 28 per cent, Milton Berle, 26er cent, Hollywood Palace, 28 per cent. Ed Sullivanill gets 35 per cent, Jackie Gleason 37 per cent, Redkelton 40 per cent, but those are tested and a horse ofdifferent jockey.So far, nobody seems to know what Garry Moore and

Tilton Berle are going to do. Pat Weaver, returning tois original skills as producer, idea man, and sometimes.niter of comedy shows, has a colossal job to make alow around a loveable personality who can't sing,once, tell jokes, act, or really do anything but be theice guy next door whom everybody likes.This means Weaver has to have strong personalities to

ounce off Moore or it will be a daytime show with lotsI "in" jokes between the "star," and a sweet little girlid/or boy singer. A Carol Burnett would make thefference but she isn't available.Milton Berle is exactly the opposite problem. He can

II jokes, dance, sing, act and be the most obnoxious-rsonality ever to get out of the borscht belt. Billy Har-:ich and Nick Vanoff are established producers with,od taste and experience; their job is to harness Berleid keep his extraordinary talents in harmony withJests who would shy away, if they could, from Berle'siquitousness.Here again agency buyers and predicters have nothinggo on. There are no announced acts, departments,

'ans, format, or dry runs-just bad memories of Berle'sst times out-the pilots that didn't sell. The void willver replace even the terrible.As for the others, Hollywood Palace presents Harbach

and Vanoff with the same dilemma. Except that theyneed a new MC each week and must fight with Berlefor acts. (There is little doubt they will just fight withBerle anyway.)

Andy Williams sings real good. That's a head startover all the others at any rate, and with a little luck hemay drift into a Lawrence Welk pattern, which guaran-tees him more continuity and less headaches.

As for Danny Kaye, he is a fast-moving target whois hard to hit. Slick productions and pace hid manydeficiencies. He may prove to be a handy perennial evenif he may never be number one in his time period.

For all practical purposes it is two months beforethese shows go on the air. The live "on tape" peopleshould be madly at work getting protection programsand experimental shows on the reel. But from the pro-duction centers come silence. The puzzlement is not con-soling to customers or network. The producers are bur-dened with hundreds of suggestions-almost all bad.How, then, can we predict?

First, the guesses on Andy Williams and on DannyKaye are probably correct. Hollywood Palace is fairlyconstant. That guess, too, is correct, in all probability.

But the two dark horses are Berle and Moore. There-fore, with proper qualifications of the totally unknownfeatures or personalities, it is herewith shakily predictedthat both will do slightly better than the dopesters believe.

Milton Berle will give everything he has to make theshow a success because it is his last chance at the big-time. His skill and excessive energies will make the show

work. While he will fight for a format he will grow untilhe reaches the top banana position. His danger is toolittle time, if he has a slow start.

Garry Moore will do better because people like himand give him the benefit of the doubt. Actors like towork with him because they look good. Pat Weaver hasgot to prove he is a top-notch contemporary producerand he has the brains and ability to come through.

Everybody is rooting for the underdogs, Moore andBerle. Something has got to come from this hope be-cause it is the hope of all show business and they gangup to help each other. The networks must be patient.It will take a little longer but the result will be worthit.-J.B.

'levision Age, June 20, 1966 31

Film/Tape ReportQuality and Profits

"The television industry is thevictim of a great con job. We'vetaken the dregs of the movie industryand saved their economy. The net-works have this great fear complexand have fallen into the fallaciousthinking that people will look at thehits of Hollywood. Well, most of themovies they've been buying werebombs at the box-office-big medioc-rities. The real hits either were notreleased or they're priced at stagger-ing amounts of money.

"And yet, Hollywood would be aghost town today if it were not fortelevision. Not one motion pictureproducer could exist without it, withthe exception of United Artists."

The speaker is Robert J. Leder,executive vice president of RKOGeneral and operating head of RKOGeneral Productions, a relatively newproduction -distribution entity thathas already made its mark in tele-vision programming.

Mr. Leder, who is now in the busi-ness of making features as well asscheduling them, is convinced thattelevision can use television -awarepeople at the production end. He isalso convinced that theatres can usetelevision -oriented people at the pro-duction end. "A picture that playswell on television today will play wellin theatres."

He thinks that the idea that a suc-cessful theatrical necessarily makesgood television is "hogwash," andhas nothing to do with the economicsof the business.

At present, RKO General Produc-tions has investments in 16 Euro-pean -made features, approximatelyhalf of which have been completed.Another two films are being bank-rolled in Mexico. In addition, theRKO production/distribution enti isin syndication with series and spe-cials (Shirley Temple hours, Holly-wood Backstage, Firing Line withWilliam Buckley, Fashion: ItalianStyle) has gone heavily into sportsnetworking (track meets, fights,horse racing) through it's partner-

ship with Madison Square Garden,and hopes to get into network pro-gramming with specials (alreadycompleted: an hour-long program onMarcel Marceau, in which the famedpantomimist talks for the first time.)

RKO General Productions is, ina sense, the natural outgrowth ofstation experience in programming.The five owned RKO stations (woR-TV New York; KHJ-TV Los Angeles;

MR. LEDER

WNAC-TV Boston; CKLW Windsor -Detroit, and WHBQ Memphis) canserve as the source of, and be theoutlet for, programming.

The unit was set up, in Mr. Leder'swords, because "it was apparent thatwe had to use our joint resources toprotect our future so that wewouldn't be completely dependent onoutside sources. We believe the net-works as we know them today arechanging their coloration and thereis a greater opportunity to extendthe network concept. I know stationsgenerally are seeking new sources ofprogramming and the developmentof uhf opens up a whole new marketfor programming. So we did it fortwo reasons: to protect ourselves andbecause we also saw a helluva marketfor product."

Mr. Leder believes that RKO Gen-eral Productions can offer other sta-tions a sort of "built -in -guarantee"in that the programming offered willhave to be up to RKO station pro-gram standards, thus reducing thespeculative factor. Further, as theoffspring of a station operation, he

feels the unit understands the stationbusiness and its needs.

The problem of clearances in

prime time, the bane of many a dis-tributor, does not particularly upsetMr. Leder, who has the greater prob-lem of clearing stations to form a

network for his fights (67 stationscarried the last Griffith -Tiger bout).

"Prime time is a fiction," he says."Prime time is where your audience Iis available. A sporting event audi-ence for instance, is available at twoin the afternoon."

At press time, a lineup of 100stations was anticipated for the up-coming Griffith -Archer middleweightchampionship fight. F&M SchaeferBrewing Co. purchased one-halfsponsorship in 10 eastern markets,an indication that regional adver-tisers want prime time with the rightproduct. Such specials, notes Mr.

Leder, give stations programming tosell to regional advertisers for a fulldollar, and it satisfies their program-ming requirements.

"The need is so great," he says,"that the money is coming back morequickly than anyone might believe.We've moving into a profit projec-tion right now.

"I believe that quality and profitsare totally compatible. Apparentlyfew in this business agree with me."

DOTTED LINE

ABC Films has sold MidwesternHayride in over 30 markets. Thecountry/western musical ,variety:show, produced in color by AVCOBroadcasting, was picked up in suchurban markets as Albany, Los An -4geles, Pittsburgh and Washington,D.C.

Another first -run color musical

series, 20th Century.Fox Tele-'vision's The Big Bands, has beensold in five more markets. Latest'stations to buy the series, producedby WGN-TV Chicago, are: WNEWTV)New York; WTTG-TV Washington,D.C.; KHTV Houston, and WREX-TVRockford. WAVE -TV Louisville presentThe Big Bands under the sponsorship


Is there a better way to show your concern for local events than by filming themin color? Is there a better way to increase your value to advertisers? Eastmanlets you color the news profitably (and ethically) with a versatile new color film:Eastman Ektachrome EF Film, 7242 (Type B). Indoors or out, you'll find newEktachrome Film ideal for news work. It's fast, exceptionally sharp and finegrained and has superb color rendition. And with Eastman's prepackagedchemistry and quality -control system, you'll find it most efficient to process yourown news footage. For a demonstration of new Ektachrome Film on your ownmonitors, call your nearest Eastman representative. You'll see the profit in it.

New York: 200 Park Avenue, 212 -MU 7-7080Chicago: 130 East Randolph Drive, 312-236-7234Hollywood: 6677 Santa Monica Boulevard, 213.464.6131

Television Age is one trade magazinethat doesn't talk to itself. It talks to meand (I'd guess) to others like me in theTV business. It's always incisive, prac-tical, packed with meat. It's always aliveto the broad concepts of the Age of TVand the day-to-day essentials. Even theAdvertising Directory is worth takingtime to follow!

STEPHEN ROSENBLATT

TV Creative Director

The Gumbinner-North Company, Inc.

Television Age

of Gateway Supermarkets and KejFood Markets.

Burke's Law, distributed by FoulStar International, was purchased b}seven more stations to bring its mar.ket total to 21. The markets in whichBurke runs: Amarillo, BellinghaPhoenix, Youngstown, San FrancisChicago, Atlanta, Birmingham, Dlas, Des Moines, Houston, LoAngeles, Macon, Minneapolis, Mbile, New York, Portland, 0Washington, D.C., West Palm BeaMiami and Milwaukee.

Trans -Lux Television Corp.ports a number of program sales arenewals. Gigantor, a new half -hoanimated space adventure series, wpurchased by KHTV Houston. TDraw, a feature film package, wsold to WJCT Jacksonville and WDBTV Roanoke. The Mighty HerculFelix the Cat and The Magic Roowere renewed by a numberstations.

RKO General Productions hsold Fashion: Italian Style, one -hocolor special, to KVOS-TV BellinghaWash.

NEW HOME IN HOLLYWOOD

Sandler Film Commercials, Inc..

is now in full production in its new$250,000 plant across from the

Goldwyn Studios in Hollywood.Heart of the adobe -and -steel build-ing is a sound stage that can ac-commodate a half -dozen shootingunits in a single day on its 100'

length. Other features are completecutting room facilities, facilities toprovide 2,400 amps of power, andoffices for three permanent staff

directors and other creative talentswho can work on commercials or

OPTICAL AND

SPECIALEFFECTS

IN COLOR AND B & WFOR THE FINEST OPTICAL EFFECTSAND THE FASTEST SERVICE ... CALL

Eastern Effects, Inc.219 East 44th St., New York, N. Y. 10017

212.697-7980

Television Age, June 20, 1966

i'umentaries from idea to finishedn.

plan Sandler, president and chieflector, notes that recent clients

ilude Richfield oil, CarnationIdes, Ford and Yamaha motor-rles-not a bad roster to have

Aeu and Ready to go

mired in the three short yearso been in business. His first cotn-o cial was for Red Cap Ale in<2, after he decided to move from"film library" operation into

cal production. The library ist used, often to provide inexpen-scenes for current commercials.

it the first year's gross of $35, -TiI, Sandler Film Commercials hasinn to a $1.5 -million business.

DOTING SCHEDULES

teen Gems (Canada) Ltd. andII -TV Hamilton, Ont., have agreed

r \chat is said to be one of the('st co -production deals ever seteen a major production/

ribution company and a localision station. Under the agree-; Screen Gems Canada will pro -seven -and -one-half hours of pro -

timing a week for the station toas three daytime half-hours a

k Mondays through Fridays.en Gems then plans to distributeprogramming to other stations.triter - producer - director Dannyold has formed a production corn -

whose first project is a three -is, non-exclusive development

with NBC-TV. Mr. Arnold'spany is called Four -D Produc-B.

r'oducers Norm Stevens and Tedlet will develop a situationedy series with CBS -TV, tenta-ly titled The Luck of Ace Deuce.roducer David Dortort (Bonan-is developing a two-part actionnture series for NBC-TV titled

Advertising Directory of

SELLING COMMERCIALS

American Electric Handley & Miller

THE FILMMAKERS, INC., Chicago

Canadian Pacific Airlines K, S & E

SANDLER FILM COMMERCIALS, INC., Hollywood


THE FILMMAKERS, INC., Chicago

Cocoa Marsh Bliss / Grunewald

PABLO FERRO. FILMS. New York


111THE FILM MAKERS, INC Chicago

Continental Can Co. Bondware BBDO

PAUL KIM & LEW GIFFORD, New York

Beech Nut Gum Benton & Bowles

PGL PRODUCTIONS, INC.. New York

Dodge Boys BBDO

tít, gra_mmersememmegmbj,

KEITZ & HERNDON. INC., Dallas

'ivision Age, June 20, 1966

More Creative Color Film Use?"The rapidly expanding color television market is presenting great

new opportunities for creative efforts in color photography. Features.series shows, and commercials have dramatic potentials never feasiblebefore," says Howard Anderson Jr. of the Howard Anderson Co., Holly-wood specialists in creating photographic effects. Color tv is rapidlyincreasing the demand for special photographic effects that must be shoton film.

At present, the drift toward production with science fiction overtones.as well as full-blown space adventures-My Favorite Martian, AddamsFamily, and Get Smart-incorporate photographic effects executed b\the Anderson Company.

One of the most spectacular effects for Star Trek is the "AuroraBorealis." This is supposed to be' an impenetrable electrical field thattraps the space craft. Creating this effect required, shooting a speciallybuilt animation device that simulated the glowing appearance of the"Aurora." The set up consisted of a seriés of lights behind a black,sawtooth-edged cutout which was covered with tissue. In front of the cut-out were two sliding glass panels with patches of various colored gelatinmounted on them. By moving the panels past each other, a constantly -changing color pattern was produced. The effect was photographedthrough a distortion glass using a 10 to one zoom, lens set out of focus.

Completing the effect entailed using an optical printer to matte in ashot of the space ship model, and at one point superimposing a light-ning flash hitting the ship. This technique created the effect in a singlegeneration made up of three exposures.

A laser ray -gun effect in Star Trek 'is an example of a frequently usedmonochrome method for creating color effects. The animation of thegun's ray is originally shot on black and white using a rotoscope. Thisanimation is then combined with the full color, live -action shots on anoptical printer. Four separate passes are made of the black and whiteanimation with a different color filter on each one. This allows close con-trol of the color as well as making the finished product more vivid.

Technical control becomes far more critical when working with colormaterials. Continual testing of films and rigid quality control in labprocesses are necessary to achieve the matching and balancing whichcolor tv systems require. The Andersons consider two technical advancesas greatly contributing to the quality that is now possible: the high -quality film materials now available,, especially recent Eastman inter -

negative and interpositive materials which make 2nd generation workmuch better, and the quality of optical printers now on the market.

How Come We Never Get the Easy Ones?

Lately, it seems, we're called only if there's a crazy optical nobody knowshow to score, or if the lyric doesn't scan, or if a music track somebody ac-quired on spec is NG and has to be redone and the air date is next Tuesday.We're not complaining, exactly. After all, it's not bad to be known aseffective trouble-shooters. It just plays hob, weekend -wise.

--í-----'-'LORINFRANK PRODUCTIONSINC.MUSIC FOR ADVERTISING

330 EAST 46 ST., NEW YORK, N.Y. 10017Phone MU 7.1680

1407 YONGE ST., TORONTO 7, ONT., CANADAPhone 923-4618

The High Chaparral. Production (the proposed show, a one -hour col(Aeries, began this month under a special long-term agreement with NB(:TV.

Seven Arts Television's secomone -hour network color special, Th,Karmon-Israeli Dancers, is to b(

completed in Europe in August. Folksinger Theodore Bikel is host of thEproject, the second Seven Arts Tele.vision -Bavaria Film Studios co -pro.

duction. (Previous one was The

Nutcracker on CBS -TV.)Roberts & Barry, Inc., has ac

quired two more film packages tobring its library up to a total of 70features.

ANOTHER NEW SHINGLE

Richard Adler, composer -lyricist.producer, has formed Richcrisand,Inc., a new production companyspecializing in features, televisionand stages properties. Mr. Adler isnow producing and writing the

words and music for an originalscript for the new ABC Stage '67series and will announce additionalprojects in the near future.

PEOPLE IN PROGRAMMING

BBDO has realigned its televisionprogramming department. WILLIAMH. LYNN JR. is vice president and di-rector of program planning. Previ-ously, he had been with Young &Rubicam and ABC-TV in Hollywood.William R. Gibbs, previously withMGM Telestudios, has been appoint-ed director of special projects. WIL-LIAM J. MOORE, vice president andformer manager of business affairs,has been appointed director of busi-ness affairs. ROBERT LEVINSON hasbeen named director of network serv-ices and Loomis Irish has been ap-pointed director of news and pub-lic affairs. DAVID DONNELLY continues

as director of sports; HIRAM S.

BROWN JR. continues as vice presi-dent and director of tv specials.

NORMAN GLENN has been appointed

vice president of Universal TV. Inhis new post, Mr. Glenn, recently incharge of production for United

Artists Television, will function . innew programming as well as con -


t uing production of existing prop-eies.

30B SYNES has joined the produc-t n staff of ABC Films in New Yorkt be in charge of production anddrelopment of new programs nowi the planning stage at the company.I North, MELVIN T. WATSON has

h.n appointed manager of networks 3s for the Canadian division of

C Films. For the past six years,A. Watson was affiliated with the(nadian Broadcasting Corp. as salesnnager of National Selective TVS es.

Chree programming appointments,e active this week, have been madea two of the Triangle Stations out-lg,. JAMES H. VAN DE VELDE has been

nned program director for WNHC-

r Hartford -New Haven, while for-nr program director WILLIAM ELLI-í has been appointed director ofIg al events for that station. AR-tTR STOBER, director of special

is for WNHC-TV, replaces Mr.de Velde as program director

WFBG-AM-FM-TV Altoona-Johns-%vn.

THOMAS N. RYAN, formerly foodchandising manager for Bettermes and Gardens, has joinedlo General Productions as an ac-i±t executive.1ARVIN GRAY has been promotedassistant sales manager for Na.

Telefilm Associates and M&ALander, an NTA division. Previ-

ily, Mr. Gray was southwestern1 ision sales manager.

IIrERNATIONAL NOTES

Tans -Lux Television InternationalIp. has been named non-U.S. tele -on distributor of the motion pic-

r- library of Film Associates ofifornia. The library consists ofrly 200 films covering the arts

I the sciences. At the same time,fins -Lux Television International'sorted new sales: Gigantor was)chased by T.W.W. Ltd., London,4 Western England and Wales. The

SEROS VIDEO TAPE -TELEVISION PRODUCTION

STUDIO -MOBILECommercials-ProductionsAt our studió or on location

104 Constitution Driveenlo Park, Calif. Phone: 325-8094


SELLING COMMERCIALS

Eastman Kodak J. Walter Thompson

ELEKTRA FILM PRODUCTIONS, INC., New York

Marathon Oil Campbell -Ewald

TVA-LEMOINE ASSOCIATES. INC., New York

Eastman Kodak J. Walter Thompson

PELICAN FILMS INC., New York

Meisterbrau Beer BBDO

SARRA-CHICAGO, INC.

Eastman Kodak Instamatic Camera I.W.T.

GERALD SCHNITZER PRODUCTIONS, Hollywood

Hunt Foods & Indust,ies Y&R

FILMFAIR, HOLLYWOOD

Metrecal Ogilvy & Mather

FILMEX, INC., New York

egision.Age, June 20, 1966 37

Mighty Hercules was bought by theArabian American Oil Company inSaudi Arabia. Felix the Cat was soldto Nigerian Television Service,Lagos. Hollywood Guest Shot, half-hour celebrity interviews, went toWestern Nigeria Radiovision Serv-ice, Ltd., in Ibadan.

Up in Canada, Seven Arts Televi-sion completed 14 sales of televisionspecials and cartoons. Three stationssigned for the complete series of sixMan In Space specials: CFQC-TV

Saskatoon, CKBI-TV Prince Albertwad CFCL-TV Timmins. The Profes-sionals added two new markets:CFQC-TV Saskatoon and CKX-TV Bran-don. Big Night Out was purchased byCKX-TV Brandon, CFPL-TV London,CKPR-TV Port Arthur and CFCL-TV

Timmins. CKOS-TV Yorkton, CKPR-TV

Port Arthur and CHAB-TV Moose Jawbought the Warner Bros. cartoonlibrary. The Popeye cartoon librarywent to CFPL-TV London and CHAB-TV Moose Jaw.

Fremantle International's Britishsubsidiary, Talbot Television Ltd.,has concluded sales with six Britishprogram contractors for reruns ofHopalong Cassidy this fall.

COUPON CLIPPINGS

Screen Gems has reported recordearnings for the nine months end-ing March 26. Profits amounted to$3.8 million or 96 cents per share,compared with $3.3 million or 84cents a share for the same periodlast year. Gross revenue for the pastfiscal nine months increased to $70.5million as compared with $51.3 mil-lion for the comparable period infiscal 1965.

Bob Horowitz (r.), head of the editorial department at EUE/Screen Gemsexplains the fine art of editing to Dan Riordan of Doyle Dane Bernbach, Bonnie Cullen of Carl Ally, Inc., and Hugh Brannigan of DDB in one of a serie.of seminars for agency people. Some 200 guests attended 10 sessions designerto give agency traffic and business personnel an insight into print procurement.quality control and other elements of the commercials industry.

This week is the time for filingthe amendment to the MGM Certifi-cate of Incorporation effecting thetwo -for -one stock split. Holders ofrecord of common stock of the com-pany at the close of business onJune 24, will be entitled to receiveone additional share of commonstock for each share of commonstock then held. The quarterly divi-dend of 50¢ per share on the unsplitstocks announced as payable July 15to holders of record June 24, willbe paid at the rate of 25¢ a shareon the split shares.

Trans -Lux Corp. declared theregular quarterly dividend of 15cents per share on the commonstock, payable June 30 to stock-holders of record at the close ofbusiness June 17.

DON ELLIOTT PRODUCTIONS

Specializing inUnique Post -Scoring

Complete Recording andFilm Playback Facilities

80 West 40th StreetNew York 18, N.Y.

LA 4-9677

QUICK CUTS . . .

Gardner Advertising Co., St.

Louis, is scheduled to be underwaywith a permanent, full-time broad.cast production unit in its Lost

Angeles office by July 1. Ralph

Pasek, Gardner vice president, willtransfer to Los Angeles as broad-cast production manager. DonaldF. Keeslar, executive producer withWade Advertising, Chicago, joinshim there as an assistant.

Sol Goodnoff, expert in trick

photography and special effects, hasjoined ;:tvage Friedman . . . . A

MR. GOODNOFF

society for the promotion of ani-

mation as an art form has gottenunderway in New York. Called

ASIFA-East, it is open to anyonein the eastern United States whois interested in animation. ShamusCulhane of Paramount Pictures is

chairman.41

33 Tglevision Age, June 20, 1966

A Miami -based 35mm color lab-atory has been opened by Capitallm Laboratories, Inc. The facilityill handle the next 30 segments ofBC -TV's Flipper and up to sixatures in the coming year. Com-ercial producers shooting in theouth Florida and Caribbean arease also expected to use the lab.Farkas Films has become a sub-riber to Reeves Color Video Ser -.:es and now has available for itsle all the necessary equipment toNord, edit, mix, dub and event -illy kinescope, all in high bandilor. Clients thus have the optiono shooting commercials on eitherm or color tape.

IEATURING THE FEATURES

Seven Arts Associated has com-pted 11 additional deals for its new'plume II Films of the 50's and 60's)me titles: Call Me Madam, The

,y, Seven Thieves, One Foot in'II) . The package was purchased

1 KTVI St. Louis, KOVR Sacramento,t'UL-TV Tulsa, WMTW Portland, Me.,1 JSN-TV Charleston, S.C., and KRDO-'. Colorado Springs. Three CBS affi-ltes signed for Volume 11: KDKA-'. Pittsburgh, WISH -TV Indianapolisal WBAY-TV Green Bay, Wisc. Intrillion, NBC affiliates WJAR-TVlovidence, R.I., and WBRZ BatonI uge, La., were also signed.Embassy Pictures Corp.'s Top

I roe Feature Film package of 50ftures has been purchased byt Tv Tulsa and KXTV Sacramento,th Corinthian stations. Other grouprchases were to the five NBCned stations and to several outletsthe RKO General group.V'ational Telefilm Associatess sold: Incredibly Strange Crea -

es to KCPX-TV Salt Lake City andHP High Point, N.C.; Ten Out -

»r Action Features to KPTV Port-

d, Ore., KOCO-TV Oklahoma City1 KGMB-TV Honolulu; Majestabr and Horror Six (color) toHP High Point; Duel In The Sun1 Ruby Gentry to WOW -TV Omaha.

7 Commercials1phin Productionsipleted: Daily News, W.H. Schneider.

rnoduction: G. M. Foreign Distributors


SELLING COMMERCIALS

Nabisco Chips Ahoy Cookies McC E

WYLDE FILMS, INC., New York

Sentry Food Sto:es Post Keyes Gardner

VIDEOTAPE CENTER, New York

Ocean Spray Doyle Dane Bernbach

FILMFAIR, NEW YORK

Sohio Marscha!k Company

JAMIESON FILM COMPANY. Dallas

Oldsmobile D. P. Brother

ROBERT CARLISLE PRODUCTIONS, Hollywood

Southern Icee Corp. Norsworthy Mercer

FIDELITY FILM PRODUCTIONS, Dallas

Rislone Stern. Walters & Simmons

WGN CONTINENTAL PRODUCTION CO. Chicago

G. W. Sugar Frye, Sills & Bridges

illowimurar+%!!!ttllSt"Islet

BANDELIER FILMS, INC., Albuquerque

revision Age, June 20, 1966 39


SELLINGCOMMERCIALS

Sunkist Foote, Cone & Belding

ttatigeomme~~eliswltr'

N. LEE LACY/ASSOCIATES, LTD., Hollywood

Sunray DX Oil Co. Gardner

PANTOMIME PICTURES, Hollywood

Wilson's Meats Campbell-Mithun

MUPPETS, INC., New York

Zestabs Kastor, Foote, Hilton & Atherton

JERRY ANSEL PRODUCTIONS, INC., New York

Corp., (Opel-Kadette) ; CBS Summer '66Promos, (new shows).

Elektra Film Productions, Inc.Completed: P. Ballantine & Sons (bever-age), SSC&B; Coca-Cola Co., HaroldBecker; Pepsi -Cola Co., BBDO; NationalBiscuit Co. (crackers), M -E; 3M (scotchtape & duplicating machines), MacManus,John & Adams; Gillette Safety Razor Co.(shaving & deodorant products), Clyne-

Maxon, Inc.; Eastman Chemical Co. (pack-aging machine) ; Eastman Kodak (visualeducation), J. Walter Thompson; Life In-surance Institute, J. Walter Thompson.In production: U.S. Plywood, Kenyon &Eckhardt; Thomas J. Lipton (salad dress-ing), Edward H. Weiss; Hudson PaperProducts (paper goods), Grey Advertising;Colgate-Palmolive (floor cleaner), Norman,Craig & Kummel; Atlantic Refining Co.(gasoline), N.W. Ayer; G.E. (refrigera-tors), Y&R; J.B. Williams Co. (sleepingpills), Parkson Advtg; Brown & William-son Tobacco Co. (cigarettes), Ted Bates;Theo. Hamm Brewing Co. (beverage) ,

C -M; First Pennsylvania Bank, N.W. Ayer;Nepco (meats), Bresnick Co.; Westing-house (blender), M -E; American TobaccoCo. (cigarettes), BBDO; Aspergum (pills),Shaller-Rubin; Avon (cosmetics), MonroeF. Dreher; Hamm's (beverage), C -M.

Ed Graham ProductionsCompleted: Nabisco (milk -bone dog bis-cuit), Kenyon & Eckhardt; General FoodsCorp. (post cereals), Benton & Bowles;Ins. Co. of North America (insurance),N.W. Ayer & Son; Time, Inc. (Life Maga-zine) ; Sylvania (photo lamp), Kudner.

ILuagination, Inc.Completed: Standard Oil of California(dishes, promo), BBDO; PSA, Gross, Rob-erts & Rockey; Foremost (Marin Dell),Hoefer, Dieterich & Brown; Kilpatricks(bread), Cappel, Pera & Reid; PacificPlan, Hoefer, Dieterich & Brown; Flexy(pens), Geo. Clokley Adv.In production: Golden Grain (GhirardelliCocoa/Flicks), M -E; Matson NavigationCo. (container service), C -E; ChevronChemical Co. (ortho), M -E; KGO-TV,same.

Keitz & HerndonCompleted: BC Headache Powder, C. KnoxMassey & Assoc.; Campbell-Taggert Assoc.Bakeries (rainbo/Colonial bread), Bel -Art Adverti-ing.

In production: Dr. Pepper Company (sdrink), Grant; Orkin Exterminating l(extermination services), Kinro AdNeul

ing; Dodge Dealers (autos), BBDO; SewUp, J. Walter Thompson; Coca-ColaM -E, Atlanta; Arkla-Servel (Gaslite) , R...Butcher & Assoc.; Delta Airlines (seices), Burke Dowling Adams, Inc.; Ctinental Oil Company (Conoco gasolinrClinton E. Frank, Inc.; Doktor's NaiSpray (same) Bevo Advertising; SewEleven Food Stores (same), Stanf.Agency.

Murakami Wolf FilmsCompleted: Ralston Purina Co. (midrop), D -F -S; Pillsbury (chocolate & funy face drink), C -M; Hamm's Beer In.can), C -M; Sparkletts Drinking Wat.D -F -S; Pillsbury (funny face gelatinC -M; Skippy (chopped nuts), D -F -S; Cotinental Bank, Earle Ludgin & Co:; DMonte (Monte Tuna), C -E; Carnal(Evaporated Milk), Erwin Wasey; "NaySteal Anything Wet" (main titles), Exec,tive Pictures Corporation; Foremost (bCream), D -F -S; Chicken Delight, TildaCantz; Pacific Northwest Bell (yellopages) and (long distance), M -E; Kello1(Sugar Smacks) and (Sugar Pops), LeBurnett; Bosco (chocolate drink), D -F-1Foremost (So Lo), D -F -S; Sunnyland JobCorporation (Spook), Frojen AdvertisintContinental Illinois Bank, Earle LudginCo.; Mattel (billboards), Carson Robert!Oxydol, D -F -S.In production: General Mills (Frosty 0'sD -F -S; Skippy Peanut Butter, D -F -S; Pacfic Northwest Bell (Ten for One), M -E.

Gerald Schnitzer ProductionsCompleted; Eastman Kodak Compan(photography products), J. Walter Thomson; Procter & Gamble (Crest toothpaste)Benton & Bowles, Inc.

Stars & Stripes ProductionsForever, Inc.

Completed: Ford Motor Company (Fordealers), J. Walter Thompson; Rothmanof Pall Mall (Craven Menthol), F.H. Ha),burst Ltd.; Southern New England Telrphone Co. (extension phones), BBDOMenley & James (Contac), F.C.&B.In production: First Nat'l Bank of Bostol(banking service), BBDO; SheratolHotels, BBDO; Stanley Tool Co. I Surform), BBDO; General Mills (Kix)D -F -S; Southern New England TelephemCo. (yellow pages) and (long distance)BBl)0.

CAMART OPTICAL FXUNIT AND PRISMS

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More than 27 variations in optical ef-fects, montages, and distortions withexpensive opticals. Images may be phographed in still motion or forward anreverse rotation.Complete unit consists of a four sface prism, mount, revolving hoes'and camera base assembly: From .$149.

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1845 Broadwdy New York 23, .N.'


Wall Street Report;GM struggle. The management oftro-Goldwyn-Mayer won a toughht at a special meeting by a nar-

iv margin, a victory that suggests

tit while a battle has been won thei r is not yet over. The contest stemslim the posture taken by Philip J.,Ivin, a lawyer and real estate de-oper who has acquired eight perIt of the common stock of Leo the

bn's kingdom. Mr. Levin has takeni. aradoxical position in the contestrth the MGM management in thatI admires its performance and isonerous with his comments about

abilities of Robert O'Brien, theTM president, but he thinks things

cold be much better.A glance at the performance of the

Inn company under Mr. O'BrienDws that he has done an outstand-ir job since he took over from theleceding management. Yet Mr. Le-

'I's sense of impatience may bestiffed within certain areas. In theest contest Mr. Levin fought topose a move by the managementsplit the stock and issue $2 millionditional shares. The managementueaked by when the Puritan FundBoston, one of the institutional

areholders, decided at the last mo-nit to cast its vote with manage-°nt, giving it just over half of thetstanding shares in support.What remains to be done? Mr.vin, among other things, is ob-msly fearful of seeing his position

Muted and it is considered likelyat the MGM management will beeking acquisitions in the near fu -lie. But Mr. Levin's main conten-iuus are that the management should

making more films, freeing someits assets currently tied up in real

late and developing a greater depthmanagement talent. Modestly, Mr.

1 vin, has not indicated clearlyul ether he feels that he, personally,a piece of management talent that

company should make more usein the period ahead, but his ac-

bns strongly suggest he is thinkingme those lines. Mr. Levin was re-

ed from the management comiittee of the board of directors but

remains a director. He also wantsMGM to acquire more radio and tvstation properties.

Interesting Quarrel. The interest-ing part of this quarrel is not thatthe contesting parties are at oddsover how poorly or well the companyis doing, but rather the rate andmanner in which it should do muchbetter. Should MGM sell some of thevaluable West Coast property itholds? Mr. Levin, with his back-ground in real estate, presumably ison solid ground when he says it hasgreat value that should be realizednow. On the other hand the companyhas seen the value of the propertymount as a result of demand in itsarea and since the sale of studioland is, in certain areas, tied in withproduction problems and studio fa-cilities, it is not an issue that canbe determined quickly and simply.The question of how many filmsshould be produced is another issueon which the management seems tohave an edge in experience. In fact,when Mr. O'Brien took over he madeit clear that he wanted to achieve aproper balance on production anddistribution. He announced that pro-duction would be scheduled twoyears in advance, that output wouldbe budgeted to about 25 f_lms a yearand that average picture costs wouldbe held to about $2 million, with nopicture budgeted at over $6 million.

In addition, he predicted the re-lease of about 25 pictures annuallyto television. Mr. O'Brien can rightlystate that this policy led MGM backto a profit posture. The investmentcommunity has accepted MGM's poli-cies on the handling of films for tvas one of the soundest. In fact G. C.Haas & Co., one of the Wall Streethouses that has made a special studyof MGM contends that at least 80per cent of the receipts from tv willproduce profits before taxes forMGM. Furthermore, Haas arguesthat the profit margins on incomefrom tv will actually improve. In thepast, the costs of production werewritten off against theatrical distri-

bution. Since then, the prices re-ceived for feature films from tele-vision have more than doubled whilethe actual selling effort has notchanged at all, but may have less-ened.

Optimistic Mood. The fact thatMGM has a huge uncommitted in-ventory of films and is continuingon a steady, well -planned series offilms for theatrical release is thebasis for the optimism by the in-vestment community and for Mr. Le -vin's enthusiasm. As of August 31,1965, the company has contractscovering tv material totaling $31million of which $17 million was tobe worked out within one year. Basedon the Haas yardstick, the companyshould produce pre-tax income of$11 million, or a net of about $5.5million or an earnings of about $2.25for the final nine months. The com-pany already has reported a firstquarter profit of 83 cents a share,up from 60 cents in the first quarterof 1965. Assuming that the theatricaldivisions would also make a substan-tial contribution to profits the anal-ysts are confident that MGM canshow earnings of $4.15 per share forthe current fiscal year and almost$5.50 per share in the 1967 fiscalyear.

1levision Age, June 20, 1966 41

Wine (Continued from page 27)

Dubonnet, made and distributedby the CVA division of Schenley In-dustries, is currently sponsoring eightof Four Star's Something Specialcolor hours on WOR-TV New York.The account shifted last March fromNorman, Craig & Kummel to Bliss-Grunewald. The new agency madefive spots on location in Puerto Rico,shot by Delta Films International.One of the films shows two chefstrolleying Dubonnet red and blondebottles, flanking a tray of lobsterthermidor, across a hillside, towhere a redhead and a blonde arewaiting. Another, shot at San Juan'sChateau Riviera, features a snorkel-ing blonde and redhead who pop thebottles onto a chairfloat where a guyreclines.

Dubonnet, retailing for over $4 abottle, is a good example of a classproduct using a mass medium to getits message across ("Paris in abottle") .

'On the Rocks'Byrrh, a classic French aperitif, is

(like Dubonnet) now made in theU.S. under license from the Frenchproprietors of the brand. Heublein,Inc., is the maker and distributor.Byrrh was successfully introduced tothe U.S. within the last two years,chiefly by means of an effective tvcampaign devised by Benton &

Bowles. (Despite the triumph, theaccount last winter shifted toFletcher Richards.) The tv campaignfeatured two commercials: a glamorgirl waiting at an outdoor table bydockside, waiting for Byrrh to ar-rive; and the `Byrrh-on-the-rocks"series which showed intrepid soulsordering it, to an inevitable chorusof guffaws and catcalls.

While aperitifs-both French andFrench-ified-are catching on inAmerica, the great bulk of the wineadvertising on television is accountedfor by the bulk -wine distributors:Gallo and United Vintners (ItalianSwiss Colony), followed by makersand distributors of kosher andkosher -style wines: Mogen David,Manischewitz and Shapiro.

Gallo apparently is the king of

Bennett Cerf and Walter D. Scott(above) were recently elected tothe board of directors of RCA. Mr.Cerf is head of Random House, thepublishing house recently acquiredby RCA. Mr. Scott has been chair-man of NBC since April 1.

the bulk shippers, with pressingsfrom the Modesto vineyards goingthrough the Panama Canal inwinetank-ships; across the countryin tankcars to bottlers. In advertisingcircles, Gallo is considered the Rev-lon of the wine accounts, movingwith great frequency from agencyto agency. Most recently the accountpulled its "specialty wines" out ofFoote, Cone & Belding and movedthem to Leo Burnett in Chicago,which already had the Gallo labeladvertising.

("Specialty" wines, such as Thun-derbird, are called "jiggered" inoenological circles, since quantitiesof neutral grain spirits are added tothe fermented grape to raise thealcohol content) .

Gallo is followed in sales domi-nance by United Vintners' ItalianSwiss Colony line. One student ofwines-and a close observer of wineadvertising-remarked that ItalianSwiss' ad symbol, "the little old wine-

maker," is now a household phrase.Italian Swiss has been putting 100

per cent of its ad budget into spottv: $3,099,010 in '64, $2,158,110 in'65, according to TvB-Rorabaughfigures.

The "specialty" wine market isconsidered as volatile as the alcoholwith which the grape juice is jig-gered. Observers of the industry haveremarked that the sale of a specialtywine, such as Thunderbird, or Ripple,or Rhythm, or Hombre, is as ephem-

eral as a tv fad-waxing strong oniyear, finished the next. Apparentlthe goal behind the launching of sue"specialties" is to win the goutmarket, people emerging into adullihood or at least attaining legal

drinking -age, who may think beetoo plebeian, and hard liquor to.

ravaging.Long before the advent of "special

ty" wines, and before the public:switch to drinking table wine witlmeals, the main revenues of Califonnia, New York and Ohio wine

growers derived from the sale of fortified wines-ports, sherries, muscatels.

One New York -based company

which is making a comeback in thefortified -wine area, and in pale andpink champagnes, is Eastern, with itsChateau Martin label. The theme-"Had any lately?"-is voiced by aprovocative blonde in a tv and postercampaign in New York.

The campaign, which has stirred agreat amount of word-of-mouth (orbetter, whisper -from -side -of -mouth),was conceived by Kent Goodman.vice president of Crestwood Adver-tising.

Big Question

Early this spring, Chateau Martinstarted running 10 -second ID's withthe blonde and her question overWABC-TV and wPix New York. (Thetv station of The New York DailyNews accepted the commercial; thenewspaper turned down the print ad

with the same slogan. The NewYork Times ran the question in printwithout quibble.) Chateau Martinsalesmen took the commercial ontheir rounds in a 16 -mm loop pro-jector, and showed it to wine andliquor dealers. Reinforcing the multi-media campaign were buttons with"The Big Question," buttons whichstirred up a great demand both forChateau Martin wines (sales up 48per cent, in 12 weeks, according to

the agency) and for more of thebuttons.

Probably the arch -symbol of classand luxury is champagne. Not sur-prisingly, champagnes are using tvextensively these days. Gold Seal, a



JUNE 20, 1966

TELEVISION AGE

a

very time that the TelevisionBureau of Advertising comes out

th a quarterly report of 14e, thelustry holds its breath until itcovers that the quarterly spot in-;tments have inched their way uptotal of two or three percentageints. First-quarter reports for 1966

I. no exception. In the first threerurths of this year spot billing in-cased 2.7 per cent over the sameis iod last year (although manystions and reps complained of as'tness in the market). The per-citage increase is based on the same23 stations reporting their billingswing the first quarters of 1965-66.En the first quarter of 1965, with

31 stations reporting, spot televisionii estments totaled $249,603,000. Intl first quarter of this year, thest total was $290,221,000, repre-sting reports from 406 stations.['here was several product classi-

r ations that gained over the firstthrter of the previous year, andtly include: Automotives, whichjinped from $8,757,000 to $12,868,-'3), a 47 per cent increase, reflect-

ii early optimism on the part oft1 automobile manufacturers, laterspelled with the cutbacks in pro -Ilion. Confections and Soft Drinks

a review ofcurrent activityin nationalspot tv

as a category zoomed up almost 25per cent to a total investment of$28,512,000, again representing anenchantment by American youth withlo -cal, no -cal, and just plain cal soft-

drinks (see TELEVISION AGE, May 9,1966).

Other big gains were registered inthe areas of Gasoline and Lubricants(up 25 per cent) , Household Laun-dry Products, (up 30 per cent), andTransportation and Travel (up 58 percent). Obviously the country is onthe move, and is washing off the dustof the road.

In the New York office of Benton &Bowles, Jim Andrews buys on thatagency's General Foods account.

REPORT

Seven advertisers appeared for thefirst time in any quarter top 100listing of spot television users. Theyare: Avis, Inc., $621,600; Libby,McNeill & Libby, $868,700; TheMentholatum Company, $592,300;Northeast Airlines, Inc., $681,900;Olympia Brewing Co., $659,900;A. E. Staley Manufacturing Co.,$619,800, and World Coffee Promo-tion Committee, $780,000.

The same areas that registered im-portant gains during the last quarterof 1965 were still doing well duringthe first three months of 1966.

Among current and upcoming spotcampaigns from agencies and adver-tisers across the country are the fol-lowing:

Avon Company

(Monroe Dreher Advertising, N.Y.)August 22 will be the start date for a hugespot campaign for AVON COSMETICSin 190 selected markets. The year -longactivity will employ daytime and earlyfringe minutes and 20's. The commercials


1'evision Age, June 20, 1966 43i

'á

MAKES EVERY PROGRAM

Channel 8 colorcasts all local programs live,

no film, tape, or via color tape recorders.

Channel 8 is affiliated with NBC, the full color

network. All this color reaches a multi -city

market boasting 18% color penetration*-and

the multi -city market responds. Make the most

effective, efficient use of color on WGAL-TV,

the most color -full station in Pennsylvania.

'This statistic is based on Nielsen estimates and subject to inherent limitations of samplingtechniques and other qualifications issued by that company, available upon request.

WGA L -TVChannel 8 Lancaster, Pa.

Representative: The MEEKER Company, Inc.

New York Chicago Los Angeles San Francisco

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.1 1 Television Age, June 20, 196"

One Seller's Opinion

MORE YOU SHOULD KNOW

A couple of columns back, we discussed what actually is containedin the NAB Code, as contrasted with what a lot of buyers think itcontains. There's another (and probably more important) set of regu-lations in the arrangements between buyer and station. This is thestandard AAAA contract, and the points laid out in it are binding onboth parties if the contract has been signed by both. (If you're reallynew in the business, you may need to know that AAAA, or 4A's, isthe American Association of Advertising Agencies.)

So, let's take a close look at some of the not -so -fine print. As weall know, a program of five minutes or more requires 28 days writtennotice prior to termination after any 13 -week cycle. In the areas ofspot, the cyclical idea has been relaxed; a spot or participating an-nouncement may be terminated only after it's been on the air forfour weeks or longer. And, after that minimum run, 14 days writtennotice is needed prior to termination. Sure, some agencies may wantto cancel a spot schedule that's only run a week or two, but the sheerlogistics of handling, scheduling, shipping, etc., have made that four -

week run the barest minimum acceptable. Renewal of a schedule mustbe accomplished 14 days prior to expiration.

What happens in the event of transmission failure? There's a provi-sion for determining the amount of credit to be given the agency.If a portion of the program in which his commercial appears is lost,the agency receives a pro -rata reduction in time charges. Let's say aminute of a 30 -minute show is blacked out: the agency is credited with1/30th of the time charges. But if a portion or all of his commercial

,is lost, the credit is much greater. Say that the minute blacked outis one of three commercial minutes: the credit is 1/3 the total rate.

If the transmission failure is only visual or only aural, the creditis subject to negotiation. The standard formula is 25 per cent of thepro -rata cost for an aural failure, and 75 per cent for a visual loss.This proves, in tv at least, that one picture is worth three words.

The AAAA contract also mentions rate protection, but stipulates thatthe protection offered is to conform with the station's rate card. Thus,protection is deemed a matter of station policy. Rate decreases, notesthe contract, become effective immediately; increases take effect inaccord with published policy-the minimum being 30 days.

A "favored nations" clause stipulates also that the rates quoted oneagency for time and facilities should be the lowest quoted any advertiserfor like telecasts at the time the agreement is made. When a rate -cuttingdeal is offered, everyone should have the same opportunity to get in onit. This clause is strictly for the benefit of agency and client, but isthe one they take least advantage of when advised of competitiveschedules.

A station is also given the ultimate right to reject any tv materialprovided by the agency. This isn't to be confused with Code mattersof taste or suitability. Poor technical quality can be cause for rejection.

Other topics in the contract are the station's rights when commercialshaven't arrived, short -rates and return of agency material. One thingnot covered is product protection. This is a service offered by stations.You don't believe it? Read the contract. You might learn a lot.

COLORADO SPRI

PUEBLO

id a BIGMARKET

WITH MANY FACES !

COLORADO SPRINGS

PUEBLO

[d Q RICHMARKETWITH MANY DOLLARS!

There are two figures that are of significant impor-tance when evaluating a market's potential. Oneis population-the other retail sales. Our coveragearea, primarily Colorado Springs -Pueblo, Colorado'ssecond and third largest cities, make up Colorado's"second, first market." You CANNOT reach thishuge (almost a quarter of a million people) southernColorado market with Denver television.

This active, dynamic market has shown a populationincrease over 1960 of 25.2%, while retail saleshave shown an increase of 39.56 %. This represents$232,812,171 of SPENDABLE Income. If you wouldlike more information on the KKTV market, callAvery-Knodel, Inc. or direct, KKTV, Box 2110, Colo-rado Springs, Colorado-Attention Rush Evans orGeorge Jeffrey.

TvCOLORADO SPRINGS PUEBLO

Cvision Age, June .20, 1966

Represented by AVERY-KNOOEL

45

what's inthe middle

makes the bigdifference:

...and inPennsylvania

it's WJAC-TVNumber of Countries Covered ... 31

Tú Homes in Area . . 538,500

Homes Reached Weekly ... 72%Daytime Viewers, Doily Average . . 214,250

Nighttime Viewers, Daily Average...270,470

Notional TV Market Position . 27th'

except where indicated, according to themost recent Neilson Coverage ServiceARB TV Home Estimates, September 1963 Television Magazine '64

America's 27th Largest Market

;.leg g11.411:';; ;:<.;`:;'<>.<.:;

SERVING. MILLIONS FROMATOP THE ALLEGHENIES

T

Represented Nationally by

HARRINGTON, RIGHTER & PARSONS, INC.,Affiliated with WJAC-AM-FM

The Johnstown Tribune -Democrat Stations

Spot (Continued from page 43)

will be in support of this company'sdoor-to-door saleswomen. Sandra Ogreanis the buying contact.

Block Drug Co.(Cunningham & Walsh, Inc., N.Y.)This week is the start of additionalactivity for EXEMTIN in selected markets.The two months of spots will employdaytime piggybacks to reach women.Vince Arminio is the buyer.

Borden Company(Doyle Dane Bernbach, Inc., N.Y.)October 12 is the set date for newCRACKERJACKS activity in 60 markets.The commercials are scheduled for allkids programming, seven days a week,and will be one minute in length. MikeRaymond is the buyer on this account.

Campbell Co.(Needham, Harper & Steers,

Chicago)July 4 is the start date for additionalweight for BOUNTY STEW. The spotsare going to run for four weeks andwill consist of daytime minutes, fringe

minutes, and prime ID's. NormaShillingburg is the buyer.

Carter Products(Sullivan, Stauffer, Colwell & Bayle:

Inc., N.Y.)Piggybacks for RISE and ARRID are i

slated for a two -month run, starting atpress date, The activity is scheduledfor 50 markets and will appear in earlyand late fringe timeslots. Elliot Schneideis the buyer.

Colgate Palmolive Co.(William Esty Co., Inc., N.Y.)This week marks the start of spot activityin 102 selected markets for HALOshampoo. Prime timeslots have beenselected in order to reach adult men andwomen during slack viewing months.John Barrow is ,the buying contact.

Colombian Coffee(Doyle Dane Bernbach, Inc., N.Y.)Ten weeks of color activity is slated forCOFFEE FROM COLOMBIA in selectedspot markets. The commercials, breakingJune 26, will be one minute in lengthand will appear in early and late timeslots,Dave Ackerman is the buying sontra'ct.

Ten Years of TvB SpotAlmost $7 billion,-$6.8 billion

to be precise-has been spent inspot television in the last ten years,according to a recently releasedreport compiled by the TelevisionBureau of Advertising. The pam-phlet, Spot Television 1956-65,serves as a presentation of themedium's total ten-year performancerecord, detailing areas of expendi-tures by day parts, commerciallengths and types, top ten brands,top brands within product categories,and investments by 11 different pro-duct groupings. Included in thebook are the brand -by -brand ex-penditures of over 1,300 advertiserswho spent $20,000 -plus in sppt in1965.

The book is presented partiallyas a reference work for prospectiveadvertisers who may not be familiarwith the medium and exactly whatit does or costs. Included in thefirst few pages are estimates ofsample spot costs. The cost, for ex-ample, to reach 70 per cent of U.S.television homes over a four -weekperiod, using 20's in all time periods,is estimated at about $109,000 forthe hundred top markets.

Tied in with the sample costs

are statements showing the relativeeffectiveness of spot tv over othermedia. For instance: "When Li/emagazine was the number threemagazine in national circulation,there were 11 complete states in

which Life wasn't even among thetop ten magazines. When WagonTrain was the number one televisionprogram in national audience therewere 22 of the top 100 markets inwhich it wasn't even among the topten programs. Spot television eat.

be bought evenly in every marketthe same percentage of the

homes reached ... everywhere ..if this is the advertiser's desire."

The report is an interestingdocumentation of expenditures in

product categories over the last dec-ade, and it is not difficult to cometo the conclusion, after examiningthe variances in spot expenditureson a year-to-year basis, that the

medium is neither on a plateaunor headed for a decline.

The booklet is available at TvBoffices. There is no charge for thefirst copy; bulk quantities are $1.50each.


rof ile . WILLIAM HASSLOCK

ne of the things that got ClyneMaxon's Bill Hasslock thinking

out an advertising career was thethat he had spent every summer

ring his college years running ainting and contracting business.

'(is enterprise allowed him to clear(ough to pay his way throught000l, but the work wasn't exciting.'(ough he went to college in Ten-rssee, Mr. Hasslock was born andused in New York, where he re-imed three years ago with a south -n bride, a trophy of his years at

University of Tennessee. Anotherutson for the couple's return fromt' South was that his wife had beenlien a scholarship to Smith."We were financially destitute,"d Mr. Hasslock, but he pounded

c doors in New York and woundt as a mailboy at a large agency.

had to take the first thing that(rne along." He remained there ex-:tly three weeks, then moved overt the media research department atC&B. After six months of familiar-

ization with media, Mr. Hasslockshifted to Ted Bates where he workedas an assistant timebuyer on theStandard Brands account. A yearlater he moved up to a buyer's slotat his present agency, where he isnow corporate and toiletries mediabuyer on the Gillette account.

Deceptively young -looking, Mr.Hasslock speaks quite enthusiasticallyabout his media experiences andnotes that, "for an agency that inthe past has been network oriented,Maxon is embarking on a more leni-

ent attitude towards spot. There arestill a lot of difficulties with thelogistics of the medium but these, inmany cases, serve to make it moreexciting. As long as all of us arefully aware of the inherent prob-lems of the medium and understandthat things such as clearances cannot be firmed -up overnight, thenspot television becomes an effectivetool with which to work."

The buyer smiled when he wasasked about the talk that spot islosing ground to other media. "Notso far as I'm concerned, becausethis summer is the busiest I've seenspot for a long time." He said thathe felt that media was certainly oneof the most important areas of ad-vertising because, "It's where youspend the money."

Mr. Hasslock and his wife live inJackson Heights, Queens. When re-sponsibilities permit, the coupleheads down to the southern coast ofNew Jersey where they tether a 28 -foot series E racing scow. "My wifeand I are big fishermen", the buyersays. They also play tennis and ski.

Imttinental Baking Co.(ed Bates & Co., Inc., N.Y.)!NUTS will be touted in a campaignLiking June 27 in a large number

o;elected markets. The six weeks of spotsvl be heavy on prime 20's withoasional fringe minutes. Chet Slaybaugh

he buyer.

Iso Refining Co.(`cCann-Erickson, Inc., N.Y.)I ee flights of spots will appear inLi next three months for ESSO gasoline

selected markets. Each flight, fourw ks in length, will utilize minutes, 20'su ID's in fringe itimeslots to reachn 1. Frank Finn is the buyer.

tlf Oil Corp.bung & Rubicam, Inc., L. A.)I last day in June is now set forwed activity for GULF OIL products

telected markets. The commercials,eduled a ten-day run, will be 20's setrime timeslots in order to reach menwomen, Brian Fernee is the buying

tact.

P. Hood & Sonenyon & Eckhardt, Inc., Boston)

week of piggyback activity will runting June 27 in New England marketsschedules are in addition to regular

vity and will employ the use of'me slots. Eileen Conradi is the buyer.


Rep ReportJOHN LEHMAN and SLADE WALTER

were appointed television accountexecutives in the New York officesof Peters, Griffin, Woodward, Inc.Mr. Lehman was most recently atimebuyer with Ogilvy & Mather,Inc., and Mr. Walter was formerlya tv account executive with GeorgeP. Hollingbery Co.

JOHN BERENTSON was appointed anaccount executive in the New York

office of the George P. HollingberyCo. Prior to joining HollingberyMr. Berentson was a senior broad-cast buyer with Compton.

MICHAEL W. KOFF joined NBC SpotSales an an account executive in thecompany's New York office. Mr. Koff

was formerly with Grey Advertis-ing as an assistant account execu-tive.

CORDON WALLS, manager of the Phil-adelphia office of Blair Television.was named a vice president of thecompany. Mr. Walls headed therepresentative's Philadelphia officesince it opened in the Quaker cityfive years ago.

lsevision Age, June 20, 1966 47

Agency AppointmentsH. LEE SMITH, ABBOTT JONES and

CHARLES MALONEY, all account execu-tives, were elected vice presidents atOgilvy & Mather, Inc. Mr. Smith joinedthe agency in 1960 as a trainee. Mr.Jones joined O&M in 1963 as an ac-count executive, and Mr. Maloneyjoined the agency in 1964 as an ac-count executive.

JAY BROWN, RICHARD SE1DELL and ALA'\

TREI were elected assistant vice presi-dents of Norman, Craig & Kummel.Inc. Mr. Brown is an account execu-tive with the agency's partner in Spain,Mr. Seidell is marketing director of thecompany's partner agency in Jamaica,and Mr. Trei is an account supervisorwith NCK's Swedish partner agency.

THOMAS BOHAN was named in chargeof account services at Wells, Rich,Greene, Inc. Mr. Bohan was formerlywith Jack Tinker & Partners.

FRANCIS X. MALONE JR. was appointedan account executive in the Chicagodivision of Needham, Harper & Steers,Inc. He was most recently an accountrepresentative at J. Walter ThompsonCo., Chicago.

FRANK J. KRUNTORAD (1) was ap-pointed director of radio and televisionfor Troxell & Associates, Advertising,Houston. Mr. Kruntorad joined theagency in March.

MR. KRUNTORAD MR. ATHERTON

THOMAS H. ATHERTON WaS appointedan account executive at Sudler &

Hennessey, Inc., New York. Mr. Ath-erton was formerly sales representa-tive with E. R. Squibb & Son.

RICHARD C. ROSS joined Shaw & Rob-erts, Beverly Hills, as senior vice pres-ident. For many years Mr. Ross was anassociate producer with Frank RossProductions.

PETER F. M. STEWART was namedsenior vice president of Johnstone, Inc .,

and will also serve as account manage-ment supervisor for all accounts. Hehas been a vice president since joiningthe agency last year, and previouslyserved with West, Weir & Bartel,F&S&R and BBDO.

DEXTER ROSS joined Cunningham &Walsh, Inc., New York, as assistantbusiness manager for tv. He formerlyheld the same position at Grey Adver-tising.

CAROL G. TANNER, formerly a tv costestimator with Young & Rubicam, NewYork, joined Carson/Roberts in Los

Angeles as a tv production manager.

JOHN E. MCCOULLOUGH joined Mar-schalk Co., Inc., as a tv producer. Hepreviously was with Ogilvy & Matherin the same capacity, and has alsoserved N. W. Ayer, W. B. Doner andDoyle Dane Bernbach.

JOHN DE WITT, formerly with TedBates & Co., was named to head up anewly established science departmentat Geyer, Morey, Ballard.

There are studios .. . then there are studios .. .

And our Studio 3 in the NorthPark Shopping Center swirlwith the 'in' crowd ... a showplace for local programmirmerchandising and production. Nothing like it anywhere el

.. a station within a station.


CLIFFORD A. BOTWAY joined JackTinker & Partners as an associatepartner and director of media and

MR. BOTWAY

11 broadcast.Mr. Botway was formerlyvice president and associate media di-rector at Ogilvy ,& Mather, Inc.

ROBERT P. ENGELKE was appointedI. media director of recently formed

Wells, Rich, Greene, Inc. Mr. Engelkewas formerly media director of JackTinker & Partners.

' ROBERT P. COLCAN JR. was appointedmedia supervisor in the San Francisco

11 office of Young & Rubicam.

Media PersonalsTERRI HALLIHAN joined Doyle Dane

Bernbach as an assistant buyer. MissHallihan was previously with Young& Rubicam, Chicago.

MRS. GENEVIEVE SESSLER joined Lam-bert & Feasley as media supervisor.She was formerly media director forSproul & Associates.

ETHEL M. MAIRE was appointed mediadirector at Shaffer. Rothenberk, Feld -

MISS MAIRE

man & Martin, Chicago. She was previ-ously with BBDO.

ED GREY joined Warren, Muller, Dolo-bowsky, Inc., New York, as a media

MR. GRAY

buyer. He was formerly with BBDO.

RICHARD OLSEN was named media di-rector of the New York division ofNeedham, Harper & Steers, Inc. Hesucceeded SAM TARRICONE, who resigned.Mr. Olsen joined NH&S in 1960, hav-ing moved from William Esty Co. Forthe past two years he has been as-sistant media director and a vice presi-dent.

fhe WFAA-TVtouch The Quality Station serving the Dallas -Fort Worth Market

ABC, Channel 8, Communications CenterBroadcast Services of The Dallas Morning News

Represented by Edward Petry & Co., Inc.

ievision Age, June 20, 1966

I ó

.P)


Ideal Toy Co.(Grey Advertising, Inc., N.Y.)October 3 is the long-range break -datefor late fall activity for the productsof this large spot advertiser (almost $3million in 1965) . The activity is slatedfor a ten -week run up to the season forgiving. About 70 markets have beenlined tip at press date by buyer DonSchulman.

Heublein Co.(Campbell-Mithun, Minneapolis)A heavy summer schedule for HAMMSBEER breaks July with fringe minutesand prime 20's seen in selected markets.The activity Is slated to last for a year.Don Pearson is the buyer.

Houparco, Inc.(Altman, Stoller, Chalk Advertising,

Inc., N.Y.)A Sour -week Christmas campaign forCHANTILLY perfume has been linedup in a small number of major selectedmarkets. The activity is slated to consistof fringe minutes and prime 20's andID's. Elaine Whelan is the media contact.

Jackson Brewing Co.(Needham, Harper & Steers, N.Y.)Prime minutes and 20's are slated for

Buyers' Check ListRate Increases

CBS -TV:

WOAY-TV Oak Hill, W. Va., from$150 to $175, effective November20, 1966.NBC-TV:

WALB-TV Albany, Ga., from $475to $525, effective December 1, 1966.

WESH-TV Daytona Beach, Fla.,from $600 to $700, effective Decem-ber 1, 1966.

WAVY -TV Norfolk, Va., from $850to $900, effective December 1, 1966.

wsAv-Tv Savannah, Ga., from $400to $425, effective December 1, 1966.

WKST-TV Minneapolis -St. Paul,Milan., from $1,650 to $1,700, ef-fective December 1, 1966.

Network AffiliationsZFB-TV Hamilton, Bermuda joined

the ABC television network as aprimary affiliate.

WBMG-TV Birmingham, Ala., andWPHL-TV Philadelphia, Pa., are nowavailable for NBC network program-ming on an occasional basis.

Station ChangewvTV is the new call -letter desig-

nation for WUHF-TV Milwaukee, ef-fective immediately.

Once secretary of labor, Arthur J. Goldberg, now U.S. ambassador to thUnited Nations, shows he's still familiar with labor matters as he takes th,first shovelful of dirt in the groundbreaking ceremonies for the new tall Lowe,of KETV Omaha. Flanking the ambassador are KETV president Ben H. Cowder)and Nebraska governor Frank B. Morrison. The tower to be erected on th'spot will be 1,365 -feet high.

viewing in selected markets for JAXBEER. This campaign will break at pressdate and run for two months in allmarkets. Charles Woodruff is the buyer.

Kraft Co.(Needham, Harper & Steers,

Chicago)June 27 will mark the start of spotactivity for PARKAY SOFT MARGARINEin selected regional markets. Daytimeand fringe minutes are set for use inthese markets to reach ladies of thehouse. Margaret Ott is the buyer.

Lever Brothers(Sullivan, Stauffer, Colwell & Bayles,

Inc., N.Y.)A half -year of spots for MAIN DISHbreak July 4 in 15 selected markets. Theactivity will consist of heavy daytimeminutes slated to reach the ever -popularlady of the house. Bill McHale is thebuyer.

Lever Brothers(Doyle Dane Bernbach, Inc., N.Y.)While everybody else is breaking out thefirecrackers on the Fourth, activity willstart in over 100 markets for BREEZE.The spots will all be prime ID's, slatedto reach housewives in a four -week run.John Ormiston is the buyer on thiscampaign starting July 3.

Mars Inc.(Ogilvy & Mather, Inc., N.Y.)Press date is the day that this candy

manufacturer kicks off four flights ofspot activity for its products. Heavy onpiggybacks, the commercials will be see'in selected top markets in fringe timeslotsDave Routh is the buyer.

Miles Laboratories(Jack Tinker & Partners, N.Y.)Thirteen weeks of spots are slated torun for BACTINE in 25 markets. Fringeminutes are set to reach ladies ofthe house. Hank Tom is the buyer.

Murine Co.(I. Walter Thompson Co., Chicago)Three five -week flights for MURINEEYEWASH will break throughout ,themonth of July in a large number ofselected major and secondary markets.The commercials, appearing in primetime,will be 20's and ID's. Marge Wellingtonis the buying contact.

Old London Products(Richard K. Manoff, Inc., N.Y.)Four weeks of spots for DOODLESwill be seen starting July 4 in a smallgroup of selected markets. Teen showsand kid shows will be the primerecipients of the minutes, 20's and ID's.Shirley Wiener is the buyer.

Purex Corp.(Foote, Cone & Belding, L. A.)This week signals the start of additionalactivity for PUREX BLEACH in selectedmarkets. The extra spots will appear indaytime, fringe and prime timeslots


SO Television Age, June 20, 1966

II'

DENVERIN

TEXAS.

EL PASO

AMARILLO

MONAHANS ODESSA

MIDLAND

YES!When you combine the three John Waltontelevision station markets, the net weeklycirculation of over 340,000 homes is equiv-alent to that of Denver, Colorado.

Only the John Walton stations deliver theentire Southwest Texas area with ABC andcolor programming in each of the threemarkets.

Vie Ownership - One Network - One Buy

KVIITV KELP -TV KVKM'TVservingAmarillo El Paso Monahans/Odessa/Midland

129,500 net 112,100 net 98,800 netweekly circulation weekly circulation weekly circulation

THE JOHN WALTON STATIONSKVII-TV KELP -TV KVKM-TV serving

Amarillo, El Paso, Monahans/Odessa/MidlandTexas Texas Texas

Radio: KVOD, Albuquerque, N. M.; KFIF, Tucson, Arizona; KELP, El Paso, Texas; KVKM, Monahans, Texas

Represented Nationally by: Jack Masla & Company, Inc., 575 Madison Avenue, New York, N. Y. (212) PL 26450

ision Age, June 20, 190051


during the four -week run. Madeline Nagelis the buyer.

Quaker Oats Co.(Compton Advertising, Inc.,

Chicago)A total of 50 markets have been signedfor spot activity for CAPTAIN CRUNCHkiddie cereal. The breakdate is July 7.All commercials will be minutes and areslated to appear in afternoon kid shows.Pat Brouwer is the buyer.

Scaliest Co.(N. W. Ayer & Son, Inc.,

Philadelphia)June 27 is the beginning of activity for

AVERAGE HOMES DELIVERED -

10:00 -10:15 News Time(November, 1965 Nielsen)

LINCOLN -LAND* "A"(KOLN-TV KGIN-TV) 71,000

OMAHA "A" 55,400OMAHA "B" 51,900OMAHA "C" 42,100LINCOLN -LAND "B" 14,285LINCOLN -LAND "C" 14,000

Lincoln -Hustings -Kearney

CHIPNICKS in 40 top markets. Day andfringe minutes and prime 20's areselected for exposure to an adult femaleaudience. Fred Moffatt is the buyer.

Seven -Up Co.(J. Walter Thompson Co., Chicago)Two new commercials for SEVEN-UPand LIKE will be seen in this mid -summeractivity breaking the end of June ina large number of top markets. Theflights will consist of minutes, 20's andID's and will be heavy in daytimetimeslots. Mary Porter is the buyer.

Sterling Co.(I. Walter Thompson Co., Chicago)Mid -July is the start date for a 13 -week

You're only

HALF -COVEREDin Nebraska...

if you don't useKOLN-TV/KGIN-TV!

Don't shave NebraskaCoverage

To get the best cut of the Nebraska market,you need Lincoln -Land. It's Nebraska's otherbig TV target.

Lincoln -Land offers you more than halfof Nebraska's total buying power. And onlyKOLN-TV/KGIN-TV really covers it, asproved by its leadership when all stationsare carrying the same type of program(news).

Let Avery-Knodel provide the tonic fora healthy program in Nebraska. They'vegot the facts about KOLN-TV/KGIN-TV,Official Basic CBS Outlet for most ofNebraska and Northern Kansas.

!Latins projections are estimates only, subject toany detects and limitations of source material andmethods, and may or may not be accurate measure-ments of true audience.

J/re e/jot tgra/ioMIRADIOWRZO KALAMAZOO -BATTLE CREEKMEP GRAND RAPIDSMU GRAND RAPIDS -KALAMAZOOWWTV-FM CADILLAC

TELEVISIONWKZO.TV GRAND RAPIDS -KALAMAZOO

WWTV/CAOILLAC-TRAVERSE CITYWWUP.TV SAULT STE. MARIE

KOLN-TV/LINCOLN, NEBRASKAKCINTV GRAND ISLAND, NEB.

KOLN-T V /KGIN-T VCHANNEL 10 316,000 WATTS

1000 R. TOWERCHANNEL 11 316,000 WATTS

1069 FT. TOWER

COVERS LINCOLN-LAND-NEBRASKA'S OTHER BIG MARKETAveryKnodel, Inc., Exclusive National Representative

campaign for STERLING BEER inselected midwestern markets. Prime andfringe ID's are slated to reach men.Sylvia Schaeffer is the buying contact.

Simoniz Co.(Dancer -Fitzgerald -Sample, Inc.,

N.Y.)The Fourth of July sees the start of asummer clean-uo campaign for thisfirm's car -wax, with about two dozenmarkets slated for six weeks of 20'sand 40's. Naturally the target is menprimarily, and frequencies will be light .l

to moderate. Bob Chodak is the buyer.

Texaco, Inc.(Benton & Bowles, Inc., N.Y.)Three regional markets have been linedup fora July 17 break for TEXACO.The minute commercials will be seenaround news, weather and sports show:iin all three markets. Eric Vonderleafis the buyer.

Warner LambertPharmaceuticals

(BBDO, New York)Three months of extra weight forEFFERDENT are being added to cermarkets starting at press date. Thecommercials are all fringe minutes.Rich Frank is the buyer.

Waterman -Bic Co.(Ted Bates & Co., Inc., N.Y.)Additional money is committed for thi'huge campaign in selected markets.The fringe minutes will be added i

certain markets until the end of J oh>.Jim Bloom is the buyer.

William Underwood Co.(Kenyon & Eckhardt, Inc., BostonJuly 4 is the start date for commercial -for this manufacturer. The 19 weeks ofspot activity will utilize one minutespots in 22 markets. The frequency willbe one spot per week. Alice Liddellis the buyer.

Hope Martinez, associate media di-

rector at BBDO, chats with Homer

Odom, national sales director for the

McClendon Corporation broadcast

group, at a fund-raising cocktail

party sponsored by the Advertising

Women of New York. Some 750

people attended the recent event at

the Waldorf-Astoria.


Spot NotesWXYZ-TV Detroit has completed a

If -million -dollar installation thatekes it the first fully equippeddor tv operation in Michigan. In-,ided in the new equipment were

Ito RCA TK-42 color cameras with,iociated effects. The station haso colorized video-tape recorders,

,mg with complete slide and filmdor. Among the local programsling telecast in color are the wxYz-' 5 O'Clock News Hour, Prize,ovie, Monday -Friday at 8:30 a.m.,d News at 11.

P. Lorillard expanded its adver-ting department with the appoint -inn of two new product managerst handle the company's Kent andIwport brands. On Kent is Walde-

iir R. J. Kilian, who previouslyis an assistant product manager at

¡Ter Brothers, served at Foote,me & Belding as an account ex-tutive, and was a media supervisor

McCann-Erickson. On Newport isilliam H. Croke, formerly an ac -ant executive at Dancer-Fitzgerald-,.mple and once in the media de-rtment at FC&B. Both men reportArthur E. Toft, Lorillard adver-

ing manager.

This past spring 138 St. Louisency men, college students andoadcasting personnel signed up for

,new series of seminars run by The. Louis Broadcast Representatives.lest speakers brought out to ad-ess the eight classes included fa-iliar names: Norman Cash, TvBesident; Ruddy Maffei, corporateIdia director at Gardner Advertis-e, New York; Willard Schroeder,tmer NAB chairman and vice presi-nt of WOOD Radio -Tv Grand Rap -

and James Seiler, president ofdiastat.

Subjects covered included colorradio, how a media plan is

rmed, research and computeriza-

In. The sessions were received sovorably, reports Martin Ludington,l Louis manager for Venard, Tor-

& McConnell, Inc., that additional°grams of this type will be con-ued. It's all part of "the new spiritSt. Louis."

WAGA-TVmakes its move!

Ed Thilenius ... the CBS network "voice" of the Atlanta Falcons-the newest pro football entry in the NFL is moving hismomentous gear into the new WAGA-TV Television Center! Thenew offices and studios reflect the most dynamic advance-ments in the industry ... it was built for ALL -COLOR telecast-ing, and includes a Sports Center designed to back the morepenetrating Thilenius-style of sports coverage! Ed combines amachine-gun delivery with a knowledge of sports that hasearned for him the coveted "Georgia Sportscaster of The Year"award for seven straight years. His clipped reports ... his color-ful interpretations ... his classic observations ... makes sportscome alive on Channel Five!

A NEW ERA UNFOLDS ...

STORERBRawc15TING MYNA Y

tlama

waga-tvRepresented by Storer Television Sales

evision Age, June 20, 1966 53

"BIGMOVIE

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SEVEN ARTS VOLUME 11 HAS JUST BEEN ADDED TOTHE WMAR-TV MILLION DOLLAR MOVIE LIBRARY!

Movies are BIG in Baltimore . . . and WMAR-TV gives WMARyland the biggest! Just added to

Channel 2's vast and colorful library is television's newest film group, Volume 11 issued by SEVEN

ARTS. Fifty-two new titles, with starring casts including Ingrid Bergman, Alan Ladd, Rock Hudson,

Pat Boone, Yul Brynner, William Holden, Clifton Webb, Ethel Merman, Donald O'Connor, Fred

MacMurray, Glenn Ford, Carol Lynley, Rhonda Fleming, Rod Steiger, Sal Mineo, James Mitchum and

many others. These fortify WMAR-TV's already formidable collection of first -line films from MCA -

Universal, Screen Gems, Seven Arts, and United Artists.

In MarylandMost People Watch COLOR -FULL

WMAR -TVCHANNEL 2, SUNPAPERS TELEVISION

TELEVISION PARK, BALTIMORE, MD. 21212Represented Nationally by THE KATZ AGENCY, INC.

5 1 Television. Age, !Incf 20 Jun

lirVine (Continued front page 42)

ew York State champagne withIles rivalled only by Great Western,arted using tv two years ago, forpre -Christmas push. Last Christmasold Seal spots were running in 11ties: New York, Utica, Rochester,artford, Philadelphia, Boston, Balti-ore. Cleveland, Detroit, ChicagoId Washington. In 1965 the corn -my spent $227,780 in spot tv;24,050 of it on champagnes, thest on still wines. Only 10 per cent

the Gold Seal budget went intoint, for insertions in The Newwrk Times Magazine, The Newvker and other class publications.Vhere you have regional salesoblems," remarked Bernard Good -an, vice president of Gold Seal'sency, Gilbert Advertising, "tv anddio are better than print media fornpointing the advertising to the',lie to be reached."

Sales IncreaseSince Gold Seal started using tv,

Goodman added, sales have;roped some 20 per cent. "Tv anddio help to realize potential in'tat had been weak areas," he said.I r its schedules in the 11 cities,told Seal bought ID's near Huntley-linkley. Advertising efforts weretied to Christmas and to the JuneWing season. "For every bottle< imported champagne sold in the1 ti.." Mr. Goodman remarked,'tree bottles of domestic champagnea sold." Gold Seal keys its adver-ing to the comparability of GoldI1 to the best French champagnes.While champagne advertising playswily upon tradition, Americanae marketers are developing newIds of wine. Schenley Industries,ling note of the fact that collegedents around the country hadten to spiking fruit drinks withe, last year brought out the first

the "Rock" family-Orange Rock,white wine flavored with orange.w the CVA division of Schenleymarketing Lemon Rock, Lime

ck, Cola Rock, and Strawberryk.

Drange Rock was kicked off in a

Iz

evision Age, June 20, 1966

radio test in Ohio in the fall of '65.The audio campaign proved so suc-cessful the product took to tv amonth later in 12 cities. Bliss-Grune-wald, Schenley's agency for the Rockline, devised a lively commercial,mixing live -action and animation byPablo Ferro, around the symbol ofan orange as a time -bomb. "Thisain't soda pop" was the slug line.Music, carried over from the radiocommercial, had a lively, rock -'n -rollbeat.

Enormous Potential

Ted Grunewald, president of the'agency, said the campaign was aimedstraight at the young -adult market.He calculated that the Rock wineswould attract users away from beer,soda, dessert wines, vodka (OrangeRock being a milder counterpart ofa screwdriver), gin, straight andblended whiskies. "The potential wasenormous with the growth in theyoung population," said Mr. Grune-wald. "A refreshing, inexpensiveyear-round drink, and with no com-petition." Noting that brewers hadbeen disappointed in recent years bythe failure of the swelling WorldWar II bumper baby crop to take tobeer on reaching adulthood, Mr.Grunewald said: "Beer says mass,wine says class. People are tradingup." Women buyers again .are strongin the Rock market.

A spot campaign for the Rock line,in 14 cities, consists of three flightsrequiring 200 ratings points per weekper station for the first seven weeks,150 for the second seven, 90 for thethird. The next campaign, whichstarts at the end of June, calls forminutes in 20 cities, to run all sum-mer.

Over $1 million has been spent sofar in tv to introduce the Rock line,with lesser expenditures in spot andNegro -oriented radio.

While new types of wine, and newwine markets, are continually beingcreated, traditional wines and tradi-tional markets continue to makegains. Kosher -type wines are amongthe biggest spenders in spot tv, withMogen David putting an estimated$1,073,000 into spot last year. Chal-

lenging Mogen David for sales su-premacy among kosher-tye wines isMonarch Manischewitz. Hal Balk,president of Omega Advertising,agency for the vintner, said Mani-schewitz leads in sales on both theEast and West Coast, with MogenDavid ahead in the midwest.

"You can say they're neck -to -

neck," Mr. Balk remarked. "They'reboth family -owned, so it would behard to prove who's ahead."

This past spring, Manischewitz rana pre -Passover campaign for the firsttime on tv: it used 12 ID's a week,in prime time for one month, in sixcities (New York, Los Angeles, De-troit, Cleveland, Miami and Hart-ford). In recent seasons Manischew-itz has been running fall and springcampaigns in 25 markets.

Another tv spot user is the Houseof Shapiro, which recently ran a pre -

Passover schedule for its sacramentalkosher wines on several stations inNew York. According to S. R. Leon,whose agency handles the brand, 90per cent of the Shapiro advertisingbudget is now slated for television.

Dominant MediumObviously spot television has be-

come the dominant medium for themajority of American winemakers,but there is still fertile soil to be tap-ped. Magazine advertising, it is re-ported, is being looked at with renew-ed interest-and wine expenditures inthat medium actually climbed lastyear, to $5.3 million, from $4.5 mil-lion in 1964. The colors of the grapeand sparkling goblets illuminated bycandles have a natural appeal in print,say some of the agency men, butthey look to the tv color surge tooffset print's primary selling point.More important to the future of wineon tv, one noted, is the educationprocess that must be undergone bysome major old-line winemakers.These firms, often with an ancestralbackground in the field, stick to theold methods of selling-which is toproduce a fine product and wait forthe world to discover it.

"That's all very well," their adver-tising agencies are telling them, "butwith television, the world can discov-er your product a little faster."

55

FIRST FULLY INTEGRATED TV TAPE RECORDING SYSTEM

lgt

land color.Superb Multiple Generation Color TapesThe TR-70 makes superb copies of color tapesthat look for all the world like the original.Improvements in signal-to-noise, bandwidth,and "K" factor account for the superiority inpicture performance. The TR-70 maintains thisuniformly high quality on a day-to-day basis.

Color Tested ... Color ReadyThe TR-70 is built and tested at the factory asa complete color system. Its system featuresinclude: ATC, Air -bearing Headwheel, ColorATC and Switchable Standards. This meansthat the user may produce color tapes and goon -air immediately.

High Band at Touch of a ButtonThere is instant selection of three recordingstandards-low band monochrome, low bandcolor, or high band monochrome/color.

The TR-70 is RCA's newest and the first fullyintegrated high band color tape system. This"state of the art" system means best possible de-sign and performance. Discover for yourselfwhy the TR-70 color system is superior to anyTV Tape Recorder built to date.

Call your RCA Representative. Or write RCABroadcast and Television Equipment, Build-ing 15-5, Camden, New Jersey.

TR-70 makes multiple -generation color tapes looklike originals.

TR-70 has "instant selection" of high band or lowband, color or monochrome.

NH I NMITR-70 comes with color modules installed, wiredand "system tested" at the factory.

The Most Trusted Name in Television

ABC

Market

Top Affiliates by Network-PRIME TIME-ByCBS

Station Share Market Station Share

Metro ShareNBC

Market Station Sha

WichitaAustin -Mason City -

Rochester (MasonCity) KMMT

Evansville WTVW

Wichita Falls -Lawton KSWO-TV

Norfolk -Portsmouth -Newport News -Hampton

Rockford, Ill.MemphisCape Girardeau -

Paducah -Harrisburg(Harrisburg) WSIL-TV

Colorado Springs -Pueblo KRDO-TVAlbany -Schenectady -

TroyCincinnatiClevelandFlint -Saginaw -Bay CityAlbuquerqueHoustonOmahaPeoriaCharlestonRichmond

WAST

WKRC-TV

WEWS

WJRT

KOAT-TV

KTRK-TV

KETV

WIRL-TV

WUSN-TV

WXES-TV

Wilkes -Barre -Scranton WNEP-TV

Cedar Rapids -Waterloo KCRC-TV

Champaign -Decatur -Springfield (Dec. -Sp.) WAND -TV

Fargo KTHI-TV

Kansas City KMBC-TV

ABC

Market

WVEC-TV 38WREX-TV 38WHBQ-TV 37

KAKE-TV 42 Champaign -Decatur- WCIA 62Springfield

Binghamton WNBF-TV 5440 Austin -Mason City -39 Rochester (Mason39 City) KGLO-TV 53

Gape Girardeau -Paducah -Harrisburg(Cape. Gir.) KFVS 52

El Paso KROD-TV 45

Grand Rapids -Kalamazoo wKZO-Tv 41

Cape Girardeau- KFVS-TV 41Paducah -Harrisburg

36 (Harris.)36 Mobile -Pensacola WKRG-TV 41

Roanoke _ WDBJ-TV 4135 Bangor WABI-TV 4035 Greeneville -Washington -35 New Bern WNCT-TV 4035 Louisville WHAS-TV 40

35 Beaumont -Port Arthur KFDM-TV 4035 Portland -Poland Spring WGAN-TV 4035 Shreveport KSLA-TV 4035 Wichita Falls Lawton KAUZ-TV 3934 Cedar Rapids -Waterloo WMT-TV 3834 Madison wtsC-Tv 3834 Odessa -Midland KOSA-TV 3834 Knoxville wBIR-TV 37

Pittsburgh KDKA-TV 3734 Des Moines KRNT-TV 3734 Green Bay WBAY-TV 3734 South Bend -Elkhart WSBT-TV 37

Station Share

Flint -Saginaw -Bay City WJRTEvansville WTVW

Rockford, Ill. WREX-TV

Portland -Poland Springs WMTW-TVPittsburgh WTAE

Wichita KAKE-TV

Albuquerque KOAT-TV

Charleston, S.C. WUSN-TV

Cincinnati WKRC-TV

Cleveland WEWS

Colorado Springs -Pueblo KRDO-TvOmaha KETV

Greenville -Spartanburg-

Asheville WLOS-TV

Norfolk -Portsmouth-

Newport News -

Hampton WVEC-TV

Wilkes Barre -Scranton WNEP-TV

Kansas City KMBC-TV

Fort Wayne WPTA

Shreveport KTVS

Corpus Christi KIII

Des Moines WOI-TV

Houston KTRK-TV

Memphis WHBQ-TV

Source: March 1966 ARB

By Per Cent of Total Homes ReachedCBS

Market Station Share

53 Binghamton WNBF-TV 7353 Lincoln -Hastings.46 Kearney KOLN-TV 5539 Champaign -Decatur -38 Springfield WCIA 5037 Madison WISC-TV 5037 Cape Girardeau- KFVS-TV 4636 Paducah -Harrisburg36 Cedar Rapids -Waterloo WMT-Tv 4636 Roanoke WDBJ-TV 4536 Greenville -Washington -36 New Berne WNCT-TV 44

El Paso KROD-TV 4435 Bangor WABI-TV 43

Grand Rapids -Kalamazoo WKZO-Tv 43Knoxville WBIR-TV 42

35 Beaumont -Port Arthur KFDM-TV 4235 Pittsburgh KDKA-TV 4135 Amarillo KFDA-TV 4134 Mobile -Pensacola WKRG-TV 4134 Louisville WHAS-TV 4034 Richmond WTVR 4034 Buffalo WREN -TV 3934 South Bend -Elkhart WSBT-TV 3934 Miami WTVJ 38

Norfolk -Portsmouth-

Newport News -Hampton WTAR-TV 38

New Orleans WWL-TV 38



Austin -Mason City -Rochester (Roch.) KROC-TV 52



Cape Girardeau -Paducah -Harrisburg(Harris.) WPSD-TV 45

Fargo WDAY-TV 45


Louisville WAVE -Tv 42

Wichita Falls -Lawton KFDX-TV 42

Champaign -Decatur -Springfield (Dec.) WIGS 41

Bangor WLBZ-TV 41

Spokane KHQ-TV 41

Amarillo KGNC-TV 40

Fresno KMJ-TV 40

Atlanta WSB-TV 38

Charleston -Huntington WSAZ-TV 38

Greenville -Spartanburg -Asheville WFBC-TV 38

Tucson KVOA-TV 38

Harrisburg -Lancaster -Lebanon -York WGAL-TV 37

El Paso KTSM-TV 37

Syracuse WSYR-TV 37

Grand Rapids -Kalamazoo wooD-Tv 37

Oklahoma City WKY-TV 37

Tulsa KVOO-TV 37

NBC

Market

Columbia, S.C.MontgomeryLas VegasKnoxvilleHarrisburg -Lancaster -

Lebanon -YorkLouisvilleBangorCharleston -HuntingtonAustin -Mason City -

RochesterBakersfieldGreenville -Washington -

New BerneProvidenceEl PasoFresnoOdessa -MidlandTucsonFlint -Saginaw -Bay CitySacramento -StocktonYoungstownSan DiegoBeaumont -Port ArthurNashvilleAtlantaChattanoogaGreenville -Spartanburg -

Asheville

Station Sitar

WIS-TV

WSFA-TV

KORK-TV

WATE-TV

WGAL-TV

WAVE -TV

WLSZ-TV

WSAZ-TV

70

66

57

52

52

47

42

42

KROC-TV 41

KERO-TV 41

WITN-TV

WJAR-TV

KTSM-TV

KMJ-TV

KMID-TV

KVOA-TV

WNEM-TV

KCRA-TV

WFMJ-TV

KOGO-TV

KJAC

WSM-TV

WSB-TV

WRCB-TV

wFBc-TV

41

41

40

40

40

40

40

39

39

39

38

38

38

38

38

ABC

Top Affiliates by Network-EARLYCBS

EVENING-By Metro ShareNBC

farket Station Share illarket Station Share Market Station Share

ustin-Mason City- Champaign -Decatur - Columbia, S.C. WIS-TV 72Rochester (Austin) KMMT 54 Springfield Cape Girardeau -

vansville

'ichita Falls -Lawton

WTVW

KSWO-TV

47

44

(Champ. -Dec.)Cape Girardeau -

Paducah -Harrisburg

WCIA 79 Paducah -Harrisburg(Paducah)

MontgomeryWPSD-TV

WSFA-TV

7062

orfolk-Portsmouth- Cape Gir.) KFVS-TV 71 Fargo WDAY-TV 61Newpor News- Austin -Mason City - Austin -Mason City -Hampton WVEC-TV 44 Rochester (Mason Rochester (Rochester) KROC-TV 54

emphis

'ichita

ouston

WHBQ-TV

KAKE-TV

KTRK-TV

44

44

42

City)BinghamtonKnoxvilleGreenville -Washington -

KGLO-TV

WNBF-TV

WBIR-TV

695452

Wichita Falls -Lawton

Odessa -Midland

Charleston -Huntington

KFDX-TV

KMID-TV

WSAZ-TV

54

53

52

)stOD WNAC-TV 42 New Berne WNCT-TV 52 Spokane KHQ-TV 51

ansas City KMBC-TV 40 South Bend -Elkhart WSBT-TV 49 Oklahoma City WKY-TV 51

)rpus Christi KIII 40 Roanoke WDBJ-TV 48 Atlanta WSB-TV 48

)lumbus, O.

ilkes Barre -Scranton

adison

WTVN-TV

WNEP-TV

WKOW-TV

40

39

39

Mobile -PensacolaPortland -Poland SpringGreen BayRichmoñd

WKRG-TV

WGAN-TV

WBAY-TV

WTVR

45454545

Lincoln -Hastings -Kearney

Las Vegas

KHAS-TV

KORK-TV

48

47

)chester WOKR 38 Shreveport KSLA-TV 42 Louisville WAVE -TV 46

:dar Rapids -Waterloo KCRG-TV 37 Cedar Rapids -Waterloo WMT-TV 42 Fresno KMJ-TV 45

ttsburgh WTAE

alorado Springs -Pueblo KRDO-Tv

37

36

Albany -Schenectady -Troy

Fort WayneWTEN

WANE -TV

4241

Peoria

Knoxville

Grand Rapids -

WEEK -TV

WATE-TV

45

44

lreveport KTBS-TV 36 Nashville WLAC-TV 40 Kalamazoo WOOD -TV 43tale Rock

1Ckford,Ill.

Ibuquerque

KATY

WREX-TV

KOAT-TV

36

35

34

El PasoBangorPittsburghAmarillo

KROD-TV

WABI-TV

KDKA-TV

KFDA-TV

39393939

Amarillo

Orlando -Daytona Beach

Greenville -Spartanburg -

KGNC-TV

WESH-TV

43

43

tltimore WJZ-TV 34 Miami WTVZ 39 Asheville WFBC-TV 43pad City WQAD-TV 34 Colorado Springs -Pueblo KKTV 39 El Paso KTSM-TV 43

By Per Cent of Total Homes Reached

ABC CBS NBCdrrket Station Share Market Station Share Market Station Sharesville WTVW 62 Binghamton WNBF-TV 77 Columbia, S.C. WIS-TV 84

ÍIt-Saginaw-Bay City

ton

WJRT

WNAC-TV

45

43

Lincoln -Hastings-Kearney

Champaign -Decatur-

KOLN-TV

WCIA

66

59

Montgomery

Harrisburg -Lancaster

WSFA-TV 81

ssburgh WTAE 41 Springfield Lebanon -York WGAL-TV 59

(Cham-Dec.) Charleston -Huntington WSAZ-TV 58ekes Barre -Scranton WNEP-TV 41 Knoxville WBIR-TV 54 Louisville WAVE -TV 55Insas City KMBC-TV 41 Madison WISC-TV 53 Flint -Saginaw -Bay City WNEM-TV 52ckford, Ill. WREX-TV 40 Cedar Rapids -Waterloo

Greenville -Washington-WMT-TV 53

Oklahoma City WKY-TV 524Fpus Christi KIII «) New Berne WNCT-TV 53 Fargo WDAY-TV 49hrfolk-Portsmouth-

llewport News-

South Bend -ElkhartCape Girardeau -

Paducah -Harrisburg

WSBT-TV 51Las Vegas

Bakersfield

KORK-TV

KERO-TV

48

48Hampton WVEC-TV 39 (Cape. Gir.) KFVS-TV 50 Wichita Falls -Lawton KFDX-TV 48'aston KTRK-TV 39 Richmond

RoanokeWTVR

WDBJ-TV

5049 El Paso KTSM-TV 47

mphis WHBQ-TV 39 Mobile -Pensacola WKRG-TV 46 Atlanta WSB-TV 47Iambus, Ohio WTVN-TV 39 San Diego KFMB-TV 44

Fresno KMJ--TV 45buquerque KOAT-TV 38 Bangor

NashvilleWABI-TV

WLAC-TV

4444 Odessa -Midland KMID-TV 45

ltimore WJZ-TV 37 Beaumont -Port Arthur KFDM-TV 42 Chattanooga WRCB-TV 45i' hita

"hester

KAKE-TV

WOKR

36

36

AmarilloPittsburghGreen Bay

KFDA-TV

KDKA-TV

WBAY-TV

424141

Peoria

Knoxville

WEEK -TV

WATE-TV

45

44rrveport KTVS 35 Charleston, S.C. WCSC-TV 40

Greenville -Spartanburg -WFBC-TV 44urleston, S.C. WUSN-TV 34 Fort Wayne

MiamiWANE -TV

WTVJ

4039 Asheville

dorado Springs -Pueblo KRDO-TV 34 New Orleans WWL-TV 39 Orlando -Daytona Beach WESH-TV 44Moines WOI-TV 34 Baltimore WMAR-TV 39 Little Rock KARK-TV 44

,rgo KTHI-TV 34Odessa -MidlandSyracuse

KOSA-TV

WHEN -TV

3939 Cape Girardeau -

KTUL-TV 34 Colorado Springs -Pueblo KKTV 39 Harrisburg -Paducah WPSD-Tir 44'urce: March 1966 ARB

ABC

Top Affiliates by Network-LATE NIGHT-By Metro ShareCBS NBC

Market Station Share Market Station Share Jlarket Station AarAustin -Mason City - Champaigg Decatur - Fargo WDAY-TV 71

Rochester (Austin) KM MT 49 Springfield Bangor WLBZ-TV 67Albuquerque KOAT-TV 48 (Champ. -Dec.) WCIA 71 Columbia, S.C. WIS-TV 65Corpus Christi KIII 47 Austin -Mason City - Montgomery WSFA-TV 64Evansville WTVW 46 Rochester) Austin -Mason City -Wichita KAKE-TV 40 (Mason City) KGLO-TV 67 RochesterWichita Falls -Lawton KSWO-TV 40 Cape Girardeau - (Rochester) KROC-TV 62Colorado Springs - Paducah -Harrisburg KFVS-TV 66 Las Vegas KORK-TV 61

Pueblo KRDO-TV 38 Binghamton WNBF-TV 59 Cape Girardeau -Shreveport KTBS-TV 38 Cedar Rapids - Paducah -HarrisburgNorfolk -Portsmouth - Waterloo WMT-TV 53 (Harris.) KI',D-TV 61

Newport News - Louisville WHAS-TV 48 Charleston -Huntington \\ .\Z -TV 59Hampton WVEC-TV 33 Green Bay WBAY-TV 46 Wichita Falls -Lawton I: FOX -TV 58

Rockford, Ill W REX-TV 33 Greenville -Washington - Knoxville WATE-TV 56

Flint, -Saginaw -Bay City WJRT 33 New Berne WNCT-TV 44 Atlanta WSB-TV 55Omaha KETV 32 Knoxville WBIR-TV 44 Roanoke WSLS-TV 34

Pittsburgh WTAE 32 Portland -Poland Springs WGAN-TV 42 Fresno KMJ-TV 33

Chattanooga WTVC 32 Mobile -Pensacola WKRG-TV 41 Oklahoma City WKY-TV 52

Little RockTulsa

K ATV

KTUL-TV

32

32Des Moines KRNT-T 41 Syracuse

Fort WayneWSYR-TV

1VKJG-TV

32.

52

Greenville -Spartanburg - South Bend -Elkhart WSBT-TV 41 Beaumont -Port Arthur KJAC 50Asheville WLOS-TV 31 Nashville WLAC-TV 41 Quad City WOC-TV 50

Tucson KCUN-TV 31 Sacramento -Stockton KXTV 41 Lincoln -Hastings -Spokane KREM-TV 31 Baltimore WMAR-TV 40 Kearney KHAS 50BostonSalt Lake City -Ogden -

ProvoCincinnati

WNAC-TV

KCPX-TV

WKRC-TV

29

2928

Grand Rapids -Kalamazoo WKZO-TV 39

Houston KHOU-TV 39

NashvilleMiamiChampaign -Decatur -

Springfield (Dec.)

WSM-TV

WCKT

WIGS

49

49

19

Kansas City KMBC-TV 28 Pittsburgh KDK A -TV 38 Grand Rapids -Madison WKOW-TV 28 Amarillo KFDA-TV 38 Kalamazoo WOOD -TV 49

By Per Cent of Total Homes ReachedABC CBS NBC

Market Station Share Market Station Share Market Station Shan

Evansville WTVW 56 Binghamton WNBF-TV 69 Columbia, S.C. WIS-TV 73

Albuquerque KOAT-TV 48 Lincoln -Hastings - Montgomery WSFA-TV 72

Corpus Christi KIII 46 Kearney KOLN-TV 57Harrisburg -Lancaster -

Flint -Saginaw -Bay City WJRT 44

Champaign -Decatur -Springfield Lebanon -York WGAL-TV 63

Greensboro -Winston (Camp. -Dec.) wctc 54 Las Vegas KORK-TV 60

Salem -High Point WGHP-TV 44 Cape Girardeau - Charleston -Huntington WSAZ-TV 58

Rockford, Ill. WREX-TV 42 Paducah -Harrisburg(Cape Gir.) KFVS-TV 51

Atlanta WSB-TV 54

Colorado Springs -Pueblo KRDO-TV 41

Cedar Rapids -Waterloo wMT-TV 51 Fresno KMJ-TV 53

Pittsburgh WTAE 35 Roanoke WDBJ-TV 47 Fargo WDA Y -TV 52

Tulsa KTUL-TV 35Green Bay WBAY-TV 47 San Diego KOGO-TV 51

Wichita K AKE-TV 34 Greenville -Washington -New Berne WNCT-TV 47

Oklahoma City WKY-TV 50

Greenville -Spartanburg -Asheville

ShreveportWLOS-TV 34

KTVS 34

Madison

Baltimore

WISC-TV 46

WMAR-TV 46

Peoria

Miami

WEEK -TV 50

WCKT 50

Portland -Poland Springs WMTW-TV 33 Knoxville WBIR-TV 45 Bakersfield KERO-TV 49

Tucson KCUN-TV 33Amarillo KFDA-TV 44 Louisville WAVE -TV 48

Omaha

Boston

KETV 32

WNAC-TV 31

Mobile -PensacolaSouth Bend -ElkhartGrand Rapids

WKRC-TV 43WSBT-TV 43

Flint -Saginaw -

Bay City WNEM-TV 48

Chattanooga WTVC 31 Kalamazoo WKZO-TV 4.3 Nashville WSM-TV 48

Little Rock KATV 31 El Paso KROD-TV 42 Albany-Schnectady-Norfolk -Portsmouth - Louisville WHAs-TV 42 Troy WRGB 48.

Newport News - Norfolk -Portsmouth -

Hampton WVEC-TV 30 Newport News WTAR-TV 42 Youngstown WFMJ-TV 47.

Cincinnati WKRC-TV 29 Pittsburgh KDKA-TV 41 Beaumont -Port Arthur KJAC 47

Houston KHOU-TV 41Fargo KTHI-TV 29 Greensboro -Winston Wilkes Barre -Scranton WBRE-TV 47

Salt Lake City -Ogden -Provo KCPX-TV 29

Salem -High PointNashville

WFM Y -TV 39WLAC-TV 39

Bangor WLBZ-TV 46

Odessa -Midland KVKM-TV 29 Des Moines KRNT-TV 39 Quad City WOC-TV 46

ABCvket

ichitantin-Mason City -Rochester (Austin) KMMT

ansville WTVW

ichita Falls -Lawton KSWO-TV

ckford, Ill. WREX-TV

rfolk-Portsmouth-wport News -Hampton WVEC-TV'mphl. WHBQ-TV

il,,rado Springs -Pueblo KRDO-TVlabs KETV

revepOrt KTBS-TV

Iambus WTVN-TV

niquerque KOAT-TV

u -ton KTRK-TV

Ikes Barre -Scranton WNEP-TV

Incas City-Vuf KMBC-TV

lfalo WKBW

rany-Schenectady- WAST

Fry

lot -Saginaw -Bay City WJRT

I tsburgh WTAE

)chester WOKR

Irpu- I.hri-ii KIII

1Ginnati WK RC -TV

tveland WEWS

Ofia WIRL-TV

'arleston, S.C. WUSN-TV

dar Rapids -Waterloo KCRG-TV

ampaign-Decatur- WAND -Tv

ipringfield (Dec. -Sp.)

ABCrket

tnsvil le

Qt -Saginaw -Bay City:kford, Ill.tsburghfuquerquechita!kes Barre -Scranton'tland-Poland Springaha

ii bus, Ohiorado Springs-'nebloenville-Spartanburg--heville

hi.as City¡timbrei. -'i nnati( elandN f .lk-Portsmouth-

ewport News-lamptoneveport

'. pus Christil 1 i<ton

1111, -Hi

;aphis

t Waynegosa

Top Affiliates

Station Share

KAKE-TV 43

42393938

37

3535

353534343434343433

33

33

33

33

32

32

32

32

32

32

Station Share

WTVW 52WJRT 50WREX-TV 45WTAE 37KOAT-TV 37KAKE-TV 36WNEP-Tv 36

MTW-TV 35KETV 35WTVN-TV 35

KRDO-TV 34

IVLOS-TV 34KMBC-TV 34WJZ-TV 34WKRC-TV 33WEWS 32

WVEC-TV

KTVS

KIII

KTRK-TV

WOKR

WHBQ-TV

W PTA

KTHI-TV

KTUL-TV

33

333333333332

3232

By

by Network-TOTAL DAY-By Metro ShareCBS NBC

Market Station Share Market Station Share

Champaign -Decatur - Columbia, S.C. WIS-TV 59Springfield (Champ. -- Las Vegas KORK-TV 52Dec.) WCIA 68 Austin -Mason City - KROC-TV 52

Cape Girardeau -Paducah -Harrisburg KFVS-TV 60 Rochester (Roch.)

Austin -Mason City - Knoxville WATE-TV 50

Rochester (Mason Montgomery WSFA-TV 50City) KGLO-TV 58 Fargo WDAY-TV 50

Binghamton WNBF-TV 53 Cape Girardeau -Paducah -Greenville -Washington - Harrisburg (Paducah) WPSD-TV 49

New Berne WNCT-TV 46Wichita Falls -Lawton KFDX-TV 44

Mobile -Pensacola WKRG-TV 45Beaumont -Port Arthur KFDM-TV 45 Odessa -Midland K MID -TV 43

Portland -Poland Springs WGAN-TV 45 Louisville WAVE -TV 41

El Paso KROD-TV 44 Champaign -Decatur -Roanoke WDBJ-TV 44 Springfield (Decatur) vacs 41Cedar Rapids -Waterloo WMT-TV 43 Charleston -Huntington WSAZ-TV 41KnoxvilleSouth Bend -Elkhart

WBIR-TV

WSBT-TV

4242

Syracuse WSYR-TV 41

Shreveport KSLA-TV 41 Spokane KHQ-TV 40

Wichita Falls -Lawton KAUZ-TV 41 Atlanta WSB-TV 40

Green Bay WBAY-TV 41 Greenville -Spartanburg -Amarillo KFDA-TV 41 Asheville WFBC-TV 39Grand Rapids -

Grand Rapids -Kalamazoo WKZO-TV 40

Bangor WABI-TV 40 Kalamazoo WOOD -TV 39

Louisville WHAS-TV 40 Nashville WSM-TV 39

Odessa -Midland KOSA-TV 40 Bangor WLBZ-TV 38Pittsburgh KDKA-TV 40 Amarillo KGNC-TV 38New OrleansTulsa

WWL-TV

KOTV

40

40Fresno KMJ-TV 38

Charleston, S.C. WCSC-TV 40 Tucson KVOA-TV 38

Miami WTVJ 40 El Paso KTSM-TV 38

Per Cent of Total Homes Reached

CBS NBCMarket Station Share Market Station Share

Binghamton WNBF-TV 73 Columbia, S.C. WIS-TV 75

Lincoln-Hastings- Montgomery WSFA-TV 70Kearney KOLN-TV 58 Las Vegas KORK-TV 53

Champaign-Decatur-Harrisburg -Lancaster -Springfield (Champ.-

Dec.) WCIA 55Lebanon -York WGAL-TV 53

Madison WISC-TV 52 Knoxville WATE-TV 48

Cape Girardeau- Louisville WAVE -TV 47

Paducah -Harrisburg Charleston -Huntington WSAZ-TV 46(Cape Gir.) KFVS-TV 51 Flint -Saginaw -Bay City WNEM-TV 43

Cedar Rapids -Waterloo WMT-TV 50Bakersfield KERO-TV 42

Greenville -Washington -New Berne WNCT-TV 49 El Paso KTSM-TV 41

Roanoke WBDJ-TV 47 Providence WJAR-TV 40

Knoxville WBIR-TV 47 Tucson KVOA-TV 40Beaumont -Port Arthur KFDM-TV 47 Atlanta WSB-TV 40Mobile -Pensacola W KRG-TV 46

Austin -Mason City -Amarillo KFDA-TV 45

Rochester KROC-TV 39BangorPittsburgh

WABI-TV

KDKA-TV

44

44 Fresno KMJ-TV 39

Richmond WTVR 44 Sacramento -Stockton KCRA-TV 39

South Bend -Elkhart WSBT-TV 44 Greenville -Spartanburg -

El Paso KROD-TV 43 Asheville WFBC-TV 39

Grand Rapids - Fargo WDAY-TV 39

Kalamazoo WKZO-TV 43 Oklahoma City WKY-TV 39Miami WTVJ 43 Grand Rapids -Charleston, S.C. WCSC-TV 43 Kalamazoo WOOD -TV 39

New Orleans w W L -TV 42 Syracuse WSYR-TV 39

rce: March 1966 ARB

Sci-fi (Continued from page

Top Affiliates, All Networks-%o of Total Homes

PRIME TIME!!H. -Sun. 7:30-11 p.m./6:30-10 p.m.)

TOTAL DAY(Mon. -Sun. 9 a.m.-12 Midnight)

;Market Station Share Market Station Share

Binghamton WNBF-TV 73 Columbia, S.C. WIS-TV 75

Columbia, S.C. WIS-TV 70 Binghamton WNBF-TV 73

Montgomery WSFA-TV 66 Montgomery WSFA-TV 70

Las Vegas KORK-TV 57 Lincoln -Hastings -Lincoln -Hastings - Kearney KOLN-TV 58

Kearney KOLN-TV 55 Champaign -Decatur -Flint -Saginaw -Bay City WJRT 53 Springfield WCIA

Evansville WTVW 53 Las Vegas KORK-TV 53

Knoxville WATE-TV 52 Harrisburg -Lancaster -Harrisburg -Lancaster - Lebanon -York WGAL-TV 53

Lebanon -York WGAL-TV 52 Evansville WTVW 52

Champaign -Decatur - Madison WISC-TV 52

Springfield WCIA 50 Cape Girardeau -Madison WISC-TV 50 Harrison -Paducah KFVS-TV 51

Louisville WAVE -TV 47 Flint -Saginaw -Bay City WJRT 50

Cape Girardeau - Cedar Rapids -Waterloo WMT-TV 50

Paducah -Harrisburg KFVS-TV 46 Greenville -Washington -

Cedar Rapids -Waterloo WMT-TV 46 New Bern WNCT-TV 49

Rockford, Ill. WREX-TV 46 Knoxville WATE-TV 48

Roanoke WDBJ-TV 45 Louisville WAVE -TV 47

Greenville -Washington - Roanoke WDBJ-TV 47

New Bern WNCT-TV 44 Knoxville WBIR-TV 47

El Paso KROD-TV 44 Beaumont -Port Arthur KFDM-TV 47

Bangor WABI-TV 43 Mobile -Pensacola WKRG-TV 46

Grand Rapids -Kalamazoo WKZO-TV 43 Charleston -Huntington WSAZ-TV 46

LATE NIGHT(lion. -Fri. 11 p.m. -1 a.m.110-12 p.m.)

EARLY EVENING(Mon. -Fri. 5-7:30 p.m..14-6:30 p.m.)

Market Station Share Market Station Share

Columbia, S.C. WIS-TV 73 Columbia, S.C. WIS-TV 84

Montgomery WSFA-TV 72 Montgomery WSFA-TV 81

Binghamton WNBF-TV 69 Binghamton WNBF-TV 77

Harrisburg -Lancaster - Lincoln -Hastings -Lebanon -York WGAL-TV 63 Kearney KOLN-TV 66

Las Vegas KORK-TV 60 Evansville WTVW 62

Charleston -Huntington WSAZ-TV 58 Harrisburg -Lancaster -Lincoln -Hastings - Lebanon -York WGAL-TV 59

Kearney KOLN-TV 57 Champaign -Decatur -Evansville WTVW 56 Springfield WCIA 59Atlanta WSB-TV 54 Charleston -Huntington WSAZ-TV 58Champaign -Decatur - Louisville WAVE -TV 55

Springfield WCIA 54 Knoxville WBIR-TV 54Fresno KMJ-TV 53 Madison WISC-TV 53

Fargo WDAY-TV 52 Cedar Rapids -Waterloo WMT-TV 53San Diego KOGO-TV 51 Flint -Saginaw -Bay City WNEM-TV 52Cape Girardeau - South Bend -Elkhart WSBT-TV 51

Harrisburg -Paducah lí ti -TV 51 Cape Girardeau -Cedar Rapids -Waterloo 11 \I "I -TV 51 Paducah -Harrisburg KFVS-TV 50Oklahoma City 11' 1,1 -"I'\ 50 Richmond WTVR 50

Peoria W I.NK-TV 50 Oklahoma City WKY-TV 50

Miami WCKT 50 Roanoke WDBJ-TV 49Bakersfield KERO-TV 49 Fargo WDAY-TV 49

*Source ARB March 1966, 84 3 -station markets.

same day over again, but with a netvariation on the commercial appea(The plot of the story, in case andone is interested, concerns one ethe tiny robots who accidental'doesn't get set back and thus findout he is a robot.)

If I were to write the story agarI think I would leave out the robotand the carefully constructed replic`,of a city in which they live. I I1 ouli

have my ad agency invest in a consputer, where the whole thing is simulated by mathematical models. BuI wonder if that would be reall:science fiction any more?

Now what about the technologtof television itself?

Science fiction has had the 1\ I ¡st

watch tv set and the wall-to-wal

screen for decades. We've also talketabout synchronous satellites likt

Clarke's, with their potential impacton today's networks, on CATV ipstallations and so on. And s -f writertknew much sooner than network executives that the public would notbe satisfied indefinitely with the

flickering monochromatic screen

alone.

The Ultimate Machine

Colorvision was anticipated longsince; in fact, most of us assume itis only a question of time until suchother refinements are added as

"feelie" attachments (with electrodeshooked up to the sensory nerves),"smellies," "tasties" and, the ulti-

mate in entertainment, the "Drear.Machine."

In the Dream Machine so manyof the senses are fed by the broad-cast, and so heavily do they blot outthe impressions from the real world,that, really, You Are There. LaurenceManning described the effects in hisstory The Man Who Awoke morethan 30 years ago: with total illusionof life in far more thrilling and de-lightful surroundings than even apasha can manage in the real world,who would ever bother to click offthe switch?

About the same time, the 1

Fletcher Pratt's story, A Vd

Across the Years, ran in Amazi


stories Quarterly. The hero of thetory lands on a planet far in ad-ance of ours. He finds people thereho greet him and give him a place, live. But he needs clothing and,od, and he can't figure out how, get them . . . until he discoverstat all merchandise is ordered bylevision. You dial to inspect as'any different models or menus as

lou like until you find what youant; push a button, and there itI dropped into a receiving bin byour side.The idea illustrates . one of thetoblems of our trade in writingfence fiction in this technological!e. Simply, the vision of three dec-le ago is not too far off in the.al world right now. Televised vies% -e of merchandise and longline corn -¡ter credit facilities are already'ing installed in test applications.nd if tv has moved a lot of mer-tandise through commercials, whereewers had to go out shopping,hat do you suppose it will do withi in -home, direct -wire link to anyore in the world? Pick out a minkskin the fur show at Neiman-Marcus'''Dallas, select some bonbons from

's in San Francisco, a tiara fromany's, or a necktie from London's

trnaby Street.

Most Challenging Idea

The implications of combining tv,tnmunications and computer facili-e will most likely produce a sortall -in -one "com set" that can ac -

'ate a viewing screen or a check -g account, remind you of a lunchto or figure out your income tax,ke a message while you're out, ortinsel you on the best route to fol-# when driving to work. The unitIll will be small and wholly por-dle. In my own latest Galaxy story,be Age of the Pussyfoot, the unit'called a "joymaker"-for reasons

\n 1\ ill have to find out by readingi , story. But I do think such de -

1 i` will bring a lot of joy to every--. . - not least of them thoseI >pie who will profit from an ex -1 n.ion of tv and its related busi-' - es of advertising and marketing.Looking a little farther ahead,re remains what might be thest challenging possibility of all for

ierisi.nn .4;;e, June 20, 1966

television. It's the programming itself.Apart from a little monkey busi-

ness with electronic drop -outs anddistortions of perspective, what thetelevision receiver in the home showsis what the television camera at the

other end is looking at. If you wantto show a Fuller Brush man makinga sale, you have to hire a real liveactor and a real live actress, andbuild a house -front, porch steps andpractical door. (Turn page)

A Writer's View of SF ProgrammingThere's no dearth of science -fiction stories on television. Apart from

hold-overs, next fall 20th Century becomes 21st Century; ABC will haveTime Tunnel, a sort of You Are There with a time machine; NBC hasa future -time version of The Odyssey called Star Trek-all in prime time.

The only thing wrong with all this, from the point of view of anold-time sf aficionado, is that the kinds of science fiction on tv areusually the kinds that sf is bad at. Wouldn't it be interesting to try to dosome of the things that sf is good at?

There are two things that seem to have gone wrong somewhere alongthe way. First, the movie -tv view of what science fiction is all aboutappears to be defined by The Man from Planet X and Lost in Space-to the point where some of the producers of current sf series are impelledto go on record as saying that their shows are not science fiction, orjust gadgets and rocket ships and people walking around in Army -

surplus tunics, you know.The other thing that has soured most sf fans on tv is television's

devotion to the series character, with standing sets and carry-over fromweek to week. Of course, the reasons for this are powerful, as long astelevision is viewed as a sort of arena in which to fight the battle forratings. But the reasons against it are powerful, too. The biggest reasonagainst the series concept in science fiction is simply that it wastes thebest features of the medium.

What science fiction is all about is that it gives us a look into possi-bilities. Drama, comedy, sex, adventure, shock-all these can be foundin science fiction, too. But they can be found in any category of story.

What science fiction has that no other category of story has is theglimpsing of consequences, the consideration of alternatives, the "viewfrom a distant star" (as Harlow Shapley puts it) that lets us see our-selves from a viewpoint so distant in space and time that we learn to"think out of categories."

Good science fiction is not just exciting and entertaining. It is stimu-lating. Not only on the glands but on, excuse the expression, the mind.To make it possible for the magic to work requires that the writers andproducers be free to take up one kind of future today, another kindentirely next week. Some kind of series format is possible-for example,the "Day Million" concept: a story every week about the millionth dayof the Christian era ... but each week a different view of the possibleworlds that might exist at that time.

But any more stringent limitation on the possibilities of the fieldamputates the hands and feet that move the story along. Restricting ascience -fiction show to a single set of characters and a single premiseis like hiring Frank Sinatra to host a show, and then not lettinghim sing.

Fifteen years ago, in the infancy of the picture tube, there was ananthology show called Tales of Tomorrow. In England BBC has one now.They started with a 13 -week experiment, went for a full year, have nowlined -up the 1966-67 season and are planning to go all out with color in1967-68. This is the kind of thing science fiction is good at. It thriveson variety. It adds a new dimension to any subject-and has fun.doing it.-F.P.

Yet the end product, the part thatis sold, is only something like 20,000 -odd evanescent flickers of light on atwo-dimensional curved surface. Inprinciple, it's a staggering waste ofmoney to build a huge set and hire40 people in order to get thatsprinkle of glitters on the picturetube in the proper order. It wouldbe a lot cheaper to generate the dot,directly.

Difficult? Well, yes, it's difficult.For human beings it would be impos-sible. But it is the sort of job thatcomputers can do very well. Rightnow computers are doing some of

the trickiest parts of the job as amatter of course. MIT has a programwhich enables a computer to "remem-ber" a three-dimensional object, anddisplay it, in any view you like, on atv tube. Our Mariner and Ranger tvpictures from space are electronicallycleaned and edited by computers,which "deduce" how to fill in miss-ing spots in the picture, or eraseblips that don't belong there.

To generate a complete PeytonPlace would require a more massivecomputer program than anyone haswritten so far; you would have tostore in the computer's memory theappearance of every set, the physicalcharacteristics-including size, shape,voice, hair -do, . costumes-of everycharacter, the sound a door makeswhen closing, the ring of a telephone,and so on.

Complicated, Yes, But-

As a rough gauge, this kind of jobmight be ten or a hundred timesmore complicated than any similarcomputer program is performing to-day. But in computer terms, thatisn't really very much. According toMarvin Minsky of MIT, computersbecome able to handle problems morecomplex by an order of magnitudeevery two or three years ... at thatrate, in five years or so you reachthat "hundred times more compli-cated" point.

And, of course, the real merit ofsuch a way of producing tv showsdoesn't lie only in the money youcan save by firing all the actors. Itwould be possible to generate super -actors. Tell the computer you want

Travel by Tv-Just 120 Years OffOne of the more "far out" applications of television in the future

was described by science -fiction writer Arthur Clarke in his book, Pro-files of the Future, published in 1963 by Harper & Row. By the year2090, he predicted, a television "matter transmitter" will have beendeveloped so that material objects-perhaps even a human being-canbe transmitted through wires or the air from one place to another.

"Imagine a super x-ray device that could scan a solid object, atomby atom," wrote scientist Clarke, "just as a tv camera scans a scenein the studio. It would produce a string of electrical impulses statingin effect: Here is an atom of carbon, here a billionth of an inch furtherto the right is nothing; another billionth of an inch along is an atomof oxygen-and so on, until the entire object had been uniquely andexplicitly described. Granted the possibility of such a device, it wouldnot seem very much more difficult to reverse the process and build up,from the information transmitted, a duplicate of the original, identicalwith it in every way."

Mr. Clarke pointed out that transmitting a tv picture at the presenttime involves sending 250,000 elements in a 30th of a second over asignal channel. As there are 5 x 1027 atoms in a human body, it wouldtake about 2 x 1013 years-or 20,000,000,000,000 years-to transmit amatter image of a body on a tv channel from one spot to another. ("Itwould be quicker to walk," said Mr. Clarke.) Such an analysis, headded, points out the magnitude of the problem, but does not provethat it can't be done-or won't be done with future technological de-velopments.

But, he warned, working against the creation of an instantaneousmethod of global travel is the fact that as communications improve-asman can send his eyes, his ears and his other senses to all points ofthe earth-he will have less and less incentive to travel. "This situation,"wrote Mr. Clarke, "was envisaged more than 30 years ago by E. M.Forster in his famous short story, The Machine Stops, where he pic-tured our remote descendants as living in single cells, scarcely ever leav-ing them, but being able to establish instant tv contact with anyoneelse on earth.... Telecommunication and transportation are opposingforces, which so far have struck a balance. If the first should ever win,the world of Forster's story would be the result."

a girl with the sexiness of MarilynMonroe, the wit of Carole Lombard,Sophia Loren's bust-anything youlike. And the settings could be any-thing the mind of man can conceive,making the Taj Mahal look like"Green Acres."

It would be possible, in fact, toproduce shows which would haveroughly the same relationship to ourpresent productions as a Rembrandthas to a print from my ten -year -oldson's Polaroid Swinger, transcendingall physical limitations of every sortof theater known, by interposing theeye of the artist backed up by thefantastic ability to order detail fromthe computer.

What a pity that we'll probably

use this, when it comes, to proda Super -Batman!

Science -fiction author FrederikPohl has published approximately 50books-novels, anthologies of shortstories, collaborations and essays insuch areas as number theory andbinary arithmetic. He is editor o/Galaxy, If, and Worlds of Tomorrow,leading science -fiction magazines, andhas published short stories in peri-odicals ranging from Library Jour-nal to Playboy.

Mr. Pohl is married, has fourchildren and dreams up his storiesof the future from a home in RedBank, NJ.


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News (Continued from page 17)

Kit to Help. In the anticipation thatinterest will grow, KABC-TV is put-ting together a "do-it-yourself" kitcontaining information on how toset up such a show. It consists of a20 -minute motion picture on the ef-fort itself, and other informationalmaterial on promotion, cost, spon-sorship, and research. The kit isavailable free to any government,institution, or other station interestedin sponsoring a similar project.KABC-TV is also expanding the 20 -minute film to 30 minutes for pos-sible telecast sometime over the sum-mer.

Mr. Rule, who said he had "neverbeen involved in anything that gaveme so much satisfaction" said thestation is considering sponsoring an-other "Career/Trade OpportunitiesShow" before the end of the year.He said, if he had it to do over, hewould encourage fewer students in-terested in summer employment, andencourage more women and unem-ployed over 50 -years -old to attend.The show was designed primarilyfor unemployed workers, but thosewith jobs (but interested in gettingbetter ones) and those wanting train-ing were invited as well. It was alsodirected at the huge labor force ofunskilled and semi -skilled workers inLos Angeles, but untold numbers ofskilled workers arrived to see whatwas available.

Mr. Shaker reported running intoone of his Colgate fraternity broth-ers who was attending the fair, andnot as an observer. He said the of-ficers of the five ABC -owned tele-vision stations have recently met andthat he is encouraging them to lookinto the possibility of organizingsimilar shows for their cities if anunemployment problem exists.

The director of the California De-partment of Employment, Albert B.Teiburg, was so impressed with theshow he has advised Governor PatBrown to include "a presentation onhow to organize and conduct such ashow in any metropolitan area" onthe agenda of the Conference of Gov-ernors being held in Los Angelesthis month.

ABC's (Continued from page 29)

The larger agencies, however, dotend to seek out the graduate studentwith a solid grounding in marketing."We want a mature man," said oneexecutive, "someone who is reallyinvolved in the field and someonewho can bring with him some prac-tical knowledge. We are competingagainst companies which are offeringMBA's $9,000 to $12,000 to start. Ifwe're going to lay out this kind ofmoney, then we want to justify itwith a degree . . . and anyway,many of our clients insist that theyhave men on their accounts who holdgraduate degrees. It's a status sym-bol." Another personnel man said,"Frankly, we feel that the more menyou have with graduate degrees, themore `respectable' the agency is."

Not Mature?Frank Noettling, formerly person-

nel officer of Benton & Bowles, saidin a report to the 4A's and theColumbia Graduate School of Busi-ness: "We don't go to undergraduateschools at all-military service is tooapt to intervene, and the men areharder to qualify at that stage, sincethey are not sufficiently mature topredict their potential as employees.I have rarely seen a good advertisingcourse-most of them are too me-chanical-and I do not believe thereis enough real, fundamental organ -

L. H. Curtis has been named execu-tive vice president of KSL, Inc. Hewill head all operations of KSLRadio and Television and continueas general manager of KSL-TV SaltLake City. Mr. Curtis has been withKSL-TV since 1961.

ized knowledge available to makefeasible to teach advertising at tigraduate level." In some cases, graiuate instruction is being called intquestion. However, there is stillsegment of the community th;

makes the possession of a gradualdegree a prerequisite to an inte

view with the personnel office. I

that many students feel that gradualcourses will ease their entrance intadvertising, these degrees are beinsought with increasing fervencx.

One such graduate advertisincourse is given at New York's BarucSchool of Business, a subdivisionthe City University of New YorlThe "teacher" of this course, titleProblems in Broadcast Advertisinfis Lewis S. Wechsler, who, wearin.,two hats, is also assistant vice president -Media Program Department, aTed Bates & Co. Mr. Wechsler hataught undergraduate courses at thschool for over 10 years and in 196created the graduate course an(

helped it to become a regular fixture at the Baruch School.

Realistic Situations

The course is given in the nonetoo -glamorous surroundings of thi

School's downtown building. Thi

students take the course for three

credits, and the student body enrolled in the classes consists of aramalgamation of recent graduatesyoung advertising men, and an occasional principal of a small agency"keeping his hand in". The aims ofthe course are, in part, "to brin'mature students into contact with

realistic advertising situations that

should force them to think-to applythe knowledge of several disciplinesto the problem at hand. Such acourse should emphasize theory and

various general approaches to problem solving and decision making."

In order to confront his clientelewith "realistic advertising situa-

tions," Mr. Wechsler early in the

course divided the students into

three "account groups" and as-

signed a different hypothetical ac-

count (of Mr. Wechsler's creation)

to each of the groups. On the last

three evenings of the course, each

66 Television Age, June 20, 1466.

oup delivered a full-dress, stand-presentation, using visual mater -

Is. The presentations were in therm of agency recommendations toents. The rest of the class, Mr.echsler, and invited guests, acted

, clients.One of the presentations was

Ised on a theoretical problem that13 instructor had given the group;ITare agency recommendations fort3 introduction of a new oral deo-¿rant. The problem, as Mr. Wechs-1 outlined it, included specific in-timation about the supposed pro-cct, including its price ($1.25 for a12k of 30 capsules). The "agency",Ong a broadcast budget of $7Qllion, was supposed to outline a

,y platform, media objectivesróadcast), indicate specific pro -tins, and recommend a follow-ough campaign, once the intro -

',dory campaign had been effected.e group was also asked to findlame for the product and explain

rationale behind it.

All -For -All

Hie evening this assignment was1 the classroom was filled with,other two "groups" and invited'ts, most of whom were pro-onals in advertising. The grouptudents that comprised the pre-

itation section came in, dark -led and nervous. There werele to a dozen men in the group,

they had divided themselves in -

;copy sections, media sections,account sections. The leader ofgroup, who was designated the

punt supervisor, made some brieftoductory remarks, and mentionedname they had devised for the

duct, For -All. From this pointpresentation went into the hands.the "marketing section" whichained the reasons behind thee and demonstrated some basic

}iliarity with marketing problemsclient (the audience) would

1.

Then came the copy groupsome storyboards which

cked vaguely of the Anacin copyfollowed by rather indetermin-

media recommendations. Theresome confusion as to whether

campaign was supposed to be a

year in length or whether the year'sbudget was to be spent in sevenmonths, followed by a long explana-tion of the decision not to use colorcommercials ("It hasn't been proventhat the extra cost of color isworthwhile") . No specific programswere mentioned ("We recommendAndy Williams -type shows") , norwere specific demographics otherthan "families" brought W. As thepresentation progressed withoutspecific mention of exactly whatwas going to be done with theclient's $7 million, one of the pro-fessional advertising men in theaudience whispered aloud, "My God,they don't realize that they're sup-posed to be spending my money."

The "account executive" finishedwith some wrap-up remarks, andthe floor was thrown open to ques-tions from the audience. Evidentlysome of the students who sun -lightedas advertising men and who hadsome passing familiarity with pres-entations felt that it was somewhatsuperficial. There was some commenton the product (the "group" hadmocked -up some samples of the"product" along with their story -boards) and the rather cavalierdisregard of what the competitionmight be doing, the obvious lackof market research, and superficialtreatment of the entire problem.The students were the harshestcritics and in some cases came outwith some rather pointed and cut-ting remarks. Mr. Wechsler, in abrief critique, appeared fairlypleased with the work that his stu-dents had done, noting that theyhad met together for hours afterclass on their own time, and com-mended their enthusiam in general.He felt that more time could havebeen spent in the preparation of thevisual aids used in the presentation,and suggested that the somewhatsuperficial treatment was due, inpart, to the demand that was madeon the time of many of the studentswho were also holding down full-time jobs.

All in all, Mr. Wechsler waspleased, as was a friend of his, amarketing man from Bristol-Myers,who had taken several minutes to

compliment the class on its per-formance.

Several of the problems discussedpreviously in this article were pre-sent in this example of professionaladvertising education. This classwas perhaps fairly representative ofthe instruction available, and it hadsome inherent advantages over someothers, in that the professor was areal live advertising man, some ofthe students worked in advertising,and the course purported to presentrealistic problems. The drawbackswere, again, that there was just notenough information or "precedents"available to supply the students withsufficient examples of how a pre-sentation should be treated and ofwhat it should consist.

Opinion has it that such agraduate course must be valuable inthat it familiarizes the studentswith the vocabulary and some ofthe problems of advertising. But asone advertising man said, "You canteach the terms and the numbers,but you will never be able to teachat=lvertising."

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vision Age, June 20, 1966 (, ;

Philly (Continuer) from page 30)

WCAU-TV. Both are serving asorigination points for programs nowin national syndication.

Triangle management has been astrong advocate of Philadelphia asa tv production center for syndica-tion since it moved into that areaabout four years ago. WFIL-TV

general manager Roger W. Clipp,a car enthusiast, launched the com-pany on a campaign to fill a voidin sports programming available tostations-the major auto races. Suc-cess in this field led Triangle natur-ally into other sports areas, and thestation's facilities are continually inuse for editing and processing workon programs of boat races, modelairplane contests, track meets, dogshows, parachute jumping contests,antique auto shows, horse showsand others turned out as weeklyseries or occasional specials.

"We conceive of our syndicationas a service to broadcasters who wantfive-minute and half-hour programsthey can't get anywhere else," saidClyde Spitzner, Triangle Stations'general sales manager. He lookedaround at the activity filling thenew WFIL-TV building, a circularaffair of studios radiating outwardfrom a core of control rooms. "Wehave the finest equipment in theworld right here in Philadelphia,"he said. "The facilities available inNew York can't hold a candle toours."

In addition to the abundance ofsports programs filmed on location,but put together in Philadelphia,Triangle uses the WFIL-TV facilitiesto produce a variety of other syndi-cated shows. Chief among these isthe new half-hour dance -instructionseries, Step This Way, which featuresGretchen Wyler, and currentlyboasts sponsorship by Colgate-Pal-molive in nearly 70 markets. Alsoturned out at the station is the seriesfeaturing famed tv psychologist Dr.Joyce Brothers, which has beenwidely syndicated in lengths fromfive or 10 minutes to a half-hour.And the Philadelphia outlet hasbeen called on for production workon specials ranging from a per -

Felix A. Kalinski has been namedvice president, planning, for CBS,Inc. He will assume the new postJune 20 after resigning from theInternational Basic Economy Cor-poration where he was a vice presi-dent. Mr. Kalinski is a graduate ofWest Point and holds three graduatedegrees.

formance by an Italian marionettecompany to a documentary on thetunnel under Mont Blanc. (TheTriangle daily exercise show, Exer-cise, with Gloria, was long producedin Philadelphia, but now originatesat Triangle's WNHC-TV New Haven;the reason behind the move wassimply that Gloria's husband movedto Connecticut.)

Mr. Spitzner acknowledges readilythat when WFIL-TV considers aproduction for its local Philadelphiaaudience, one eye is always keptopen for the program's possibilitiesin syndication. A number of pro-grams originally produced for theQuaker City market have been de -localized and offered for sale inother areas.

Triangle, Seven Arts

This approach to production inPhiladelphia as "a service to broad-casters" is not shared by neighborWCAU-TV occupying the studiosacross the street. "The differencehere is on a matter of emphasis,"said Alvin L. Hollander, wcAu-TVprogram director. "There is noconfusion as to whom we produceprograms for. We produce for thePhiladelphia market, the people andadvertisers in this area. We aredelighted if anyone wants to giveour programs more exposure, but

our primary objective is to setthis market as best we can. If o.products are syndicated, it's a I

product."One of the by-products curren

making noise-and being syndicatthrough Seven Arts-is a teen-a

dance -party show called The Dco phonic Scene. The Saturday afttnoon production has done well in tPhiladelphia market, with the tetage fans idolizing the program's styJerry Blavat.

Advantages of producing in Phidelphia are obvious to anyone fat,liar with New York's unionstrictions and wage scales. The eis close enough to New Yorkhold transportation and travel piblems to a minimum. With t

surge in uhf outlets there, it jumpfrom a three -station to six-statimarket within a year, a fact

which indicates that considers'technical people are on hand. I

executive at a Philadelphia agenpointed out that the influx of ustations had brought in new toand film facilities that are genera.available for commercial prod uctic"We can do things here now thwould have meant going to \York for before," he said.

With facilities, experience. andconcerted new drive to increa

local production, officials in Phil

delphia are optimistic about II

future. Abe Rosen feels the cit

physical advantages (primarily tl

wide variety of locations) speak fithemselves. His two goals are

make production houses awarethe advantages and confident th

the city will make them easily avalable to production crews. "Wetend to lean over backward to privide the wherewithall for increaseproduction in our city," Mr. Rosesaid. "Our people will work witthe producers and make all

necessary arrangements for shootinanywhere in the city. We realirtoo that time is of the essence anwill see that the whole matter i

expedited from the permit-, an,

licenses to the fullest cooperatio:

of the police, parks, fire, recreatioior any other city department whos

concurrence would be necessar\ ."

68 Television Age, June 20,

ordon H. Johnson, the newal president of the eminently hard-ised, publicity -shy, successful pack -e goods agency that is Dancer-tzgerald-Sample, Inc., strikes asitor as being perfect for the job.

speaks rapidly and to the point,seems not particularly at ease with

e press, he too is successful (havinggun as an assistant account execu-,e), and he has to his credit a;lid 10 years on the demandingocter & Gamble account. In the

iinagement realignment that broughtJohnson to the presidency,

t ester T. Birch, D -F -S presidentthe past five years, becomes vice

(airman of the board and chiefºcutive officer, sharing operating

i.ponsibilities with Clifford L. Fitz -

r Bald, board chairman. Stuart B.I,son, a senior vice president fort. past three years, moves up toi>cutive vice president, a post Mr.J inson held for four years.In a conversation in his relatively

i 'dest office on Madison Avenuet week, Mr. Johnson was asked

I w he would characterize his large,)ublicized agency. Was it .a trea-

t > shop a la you -know -who, was itit rketing oriented, or more research -

(tided? "I hope we're a balancedalley," he replied. "After all, thef v reason we're in business isp fits, for ourselves and for ourc 'nts. Our success depends on howN use money, how we spend it, tooke more profits for our clients."

dr. Johnson thinks labels at-L'ied to agencies are the result oftlir not being well-balanced. Hed s not play down the creative roleatilt, for he notes that in the pack -a; goods field, where there is oftenh e apparent difference between oneinduct and another, "creativity isi'cl important." It's just that he be -Ines in a well-rounded operation

all advertising functions givenr proper weight.

ctually, if D -F -S can be labelledr. in any way, it would be as a'ie vision agency, and, more par-L.i(larly, as a spot television agency.1.day, because of the nature of our

In the pictureclients, specializing in package goods,we need frequency of impression,and so we've always been strong intelevision," says Mr. Johnson. Ap-proximately three-quarters of theagency's billings are in television,and while it is ranked seventh oreighth in network expenditures, "inspot we're about second, if you addthe Guild, Bascom business." (Latelast year, D -F -S joined forces withGuild, Bascom & Bonfigli, San Fran-cisco, the only time the agencymerged with or absorbed another.)

Mr. Johnson notes that with suchclients as DeLuxe Reading Toys andGeneral Mills, his is probably oneof the biggest agencies selling tochildren. But because it is now ex-tremely difficult to buy networkchildren's shows, except on Saturdaymorning, the agency was virtuallyforced into spot television. "I thinkwe spend a greater percentage of ourmoney in spot than any other agen-cy," says Mr. Johnson.

Another aspect of D -F -S that givesit its relatively unique character isthat it only has 15 major clients,most of whom have been with theagency for years (General Mills, 42years; Glenbrook Laboratories, 38years; Procter & Gamble, 33 years;Falstaff Brewing, 25 years).

Because the list is so small, top-level executives are able to give spe-cialized attention to clients.

Mr. Johnson started his businesscareer with Montgomery Ward

in Chicago. He traveled a great dealin those days, and got started in ad-vertising as a result of a long traintrip to the West Coast. It was latein 1943. Mr. Johnson, on the train,offered his newspaper to a travelingcompanion who was middle-aged andin full uniform on his way to theSouth Pacific. The man turned outto be Glenn Sample, who only a fewdays earlier had signed the papersthat had changed the name of Black-ett-Sample-Hummert to Dancer -Fitz-gerald -Sample. "I was intrigued withall the things he said," recalls Mr.Johnson. In May of 1944 Mr. John-son joined D -F -S as an assistant

MR. JOHNSON

Heading a balanced agency.

account executive on Oxydol.His rise in the agency was rapid.

Two years after joining it, he wasappointed vice president and accountexecutive on Dreft. In 1950 he wasnamed vice president and accountsupervisor on all Procter & Gambleproducts. In 1958, he was namedsenior vice president and manage-ment supervisor on the General Mills,Simoniz and Frito-Lay business. Mr.Johnson was named executive vicepresident and director of D -F -S in1962, and management supervisor onGeneral Mills, Simoniz, Frito-Lay,De Luxe Reading, Schick Electricand Rival Pet Foods accounts.

Today, Mr. Johnson lives with hiswife in a penthouse on 72nd

Street in Manhattan. He does a littlerooftop gardening there, and whenhe can, tries to get away on fishingtrips. His son, Bill, the father of atwo -year -old, is a first lieutenantserving with the U.S. Army in Frank-furt, Germany.

Mr. Johnson remains what mightbe called a reasonable televisionviewer. He watches, of course, thoseshows in which his clients have aninterest, and other programs for dif-ferent reasons. "I wouldn't want tobuy most of my favorite shows," hesays, "they'd be lousy advertisinginvestments."

vision Age, June 20, 1966

Y

69

THE LIGHTER SIDE In cameraSome days you just can't lose.

On a recent morning, a messengercalled on a number of editors todeliver a gift from Seven ArtsTelevision. The present was a bucketof fried chicken, and the reasonbehind it was simply that Col. Har-land Sanders of the Kentucky FriedChicken chain was sponsoring SevenArts' Gypsy series across the coun-try. (The half-hour taped show isnow in 23 markets.)

So there sat the editors, mouthswatering as they envisioned a lunchof crisp, hot chicken. And then, notmore than a half-hour later, in strodea second messenger. He bore a shop-ping bag in which rested a plasticice bucket; inside the bucket wasice, and neck -deep in the ice weretwo bottles of Utica Club beer.Behind this gift was Benton &

Bowles, which was inviting the

editors to a special screening of somenew commercials the agency hadturned out for its Utica Club client.

Naturally, neither Seven Arts norB & B had any idea that the otherwas promoting its wares on thesame day, but the combination ofhot chicken and ice-cold beer (ona day in New York when the ther-mometer read 95°) couldn't be

beat.

Curiouser and curiouser, as Alicesaid, but as the above was beingtyped, yet another messenger arrived.This one brought a plastic drinkingtumbler into which that Utica Clubcould be poured had it not beenfinished long ago.

The tumbler is courtesy of the SunOil Co. Sunoco stations around NewYork are selling them as a premiumto motorists, with a tie-in to Sunoco

"Let's bring them on with a real round of applause . . . two of thefunniest men in television today!"

1

sponsorship of the New York Metgames on tv. Each tumbler feature.a portrait of a Met player, done itpastels by artist Nichola Volpe. MrVolpe, who does the official portrait,of the Academy Award winnerseach year, agreed to do a dozen Meplayers (and groups from the DetroiTigers, Cincinnati Reds and Cleve.land Indians for Sunoco premiumsin those areas) for the princely sumof $8,000 per picture. His originapaintings are to be given the playersby Sunoco at the conclusion of thepromotion.

At that price, there are bound tobe some Mets whose pictures arc

worth more than they are.* * *

A wag at ABC, noting that this

page is always quick to point out"amusing" typographical errors in

press releases that are sent out bythe networks, demands that TELE-

VISION AGE own up to a slip of it:own. On the Network Nighttime

Program Schedule that appeared

last issue, he gleefully states, a pro-gram called Nightlife was listed asrunning on ABC-TV each Iseek-

night at 11:15.Nightlife featured an intervieber.

Les Crane, who was armed kith

a shotgun -microphone and an ar-

senal of insults, and the programfaded from the air late last \ear.

How it reappeared, wraith -like. or

the' new program chart is a matternow being investigated by several

editors, the CIA, the FBI and aspecial Congressional committee

headed by Sen. Thomas Dodd.As to future Network Schedul

the answer is simple: Less Crane.* * *

The Associated Press reported list

month that former baseball great Joe

DiMaggio sank his first hole -in -one,a 140 -yard shot, during a golf tournament in San Francisco. His prizewas a color television set.

The person who had donatedset to be given as a prize for ain -one? Joe DiMaggio.

70 Television Age, June 20,

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