february 26, 1968; fifty cents blevisión age · rzp 10 p.m. cst) of all markets with three or 106...

FEBRUARY 26, 1968; FIFTY CENTS

blevisión Agespring buyer's guide-which stations have the top shares

:.pot tv: will clients hire their owih media mewto buy it?Where IS Interpublic headed? Aims of Hai pei's successors

zt art

urary

PAGE 21

PAGE 26

PAGE 28

WARNER BROS.- SEVEN ARTS NOW PRESENTS...

VOLUME

30 EXTRAORDINARYMOTION PICTURES(22 IN COLOR )

ALL FIRST RUNOFF -NETWORK

Contact your Warner Bros. - Seven Arts'sales office for market availabilities:

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WHEN YOU'RE IN THE MARKET

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SOURCE

ARB TV COVERAGE/65

THE KANSAS BROADCASTING SYSTEMdelivers a sales potential larger than manymajor markets. Four leading Kansas televisionstations combine to offer coverage in 88 pros-perous counties. Compare the KBS market tothe major markets on your 'must buy' lists.

Larger

TRS than

CINCINNATI

Metro Area

Larger

CSI than

DENVER

Metro Area

Larger

population than

SAN DIEGO

Metro Area

MoreTV Homes than

MIAMI

Metro Area

ONE ORDER - ONE INVOICE - ONE CHECK

KANSAS BROADCASTING SYSTEMKTVH KAYS-TVWichita Hays

Hutchinson

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Sold nationally by Avery-Knodel, Inc.

NSI pointsthe we>

...gives you 15 audience profilesIto simplify program selection

The new NSI Target Audience Guide (TAG)helps you match customer profiles with program demographics... quickly and easily. TAG profiles consist of a series of"weighted" audience estimates developed in collaboration withleading agencies and advertisers. These combinations of age,sex, and household characteristics are designed to typify 15targeted audiences ... each suited for selected products.

For example: one group reflects adult male interests . . . anaudience that would be right for shaving creams, cigarettes.Another profile is for younger families and children . . . anaudience of value to a toy manufacturer.

A NSI Target Audience Guide is issued as a supplement toeach V.I.P. Report in markets which are measured three ormore times a year.

Ask for a free Demonstration TAG Report which spells outthe details, shows weights assigned for demographic combina-tions, and illustrates a typical report page. There is no obligation.

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Nielsen StationIndex

Nielsen Station Indexa service of A. C. Nielsen Company

NEW YORK (10019) 1290 Avenue of the Americas 956-2500CHICAGO (60645) 2101 Howard Street 465-4400

Television Age, February' 26, 1968

WHEN YOU'RE IN THE MARKET

FOR SALES...

SOURCE

ARB TV COVERAGE/65

THE KANSAS BROADCASTING SYSTEMdelivers a sales potential larger than manymajor markets. Four leading Kansas televisionstations combine to offer coverage in 88 pros-perous counties. Compare the KBS market tothe major markets on your 'must buy' lists.

Larger

TRS than

CINCINNATI

Metro Area

Larger

CSI than

DENVER

Metro Area

Larger

population than

SAN DIEGO

Metro Area

MoreTV Homes than

MIAMI

Metro Area

ONE ORDER - ONE INVOICE - ONE CHECK

KANSAS BROADCASTING SYSTEMKTVH KAYS-TVWichita Hays

Hutchinson

KLOE-TV KTVCGoodland Dodge City

Ensign

Sold nationally by Avery-Knodel, Inc. .4(

NSI points the wey>

...gives you 15 audience profilesto simplify program selection

mot

The new NSI Target Audience Guide (TAG)helps you match customer profiles with program demographics... quickly and easily. TAG profiles consist of a series of"weighted" audience estimates developed in collaboration withleading agencies and advertisers. These combinations of age,sex, and household characteristics are designed to typify 15targeted audiences ... each suited for selected products.

For example: one group reflects adult male interests . . . anaudience that would be right for shaving creams, cigarettes.Another profile is for younger families and children . . . anaudience of value to a toy manufacturer.

A NSI Target Audience Guide is issued as a supplement toeach V.I.P. Report in markets which are measured three ormore times a year.

Ask for a free Demonstration TAG Report which spells outthe details, shows weights assigned for demographic combina-tions, and illustrates a typical report page. There is no obligation.

r t

AVERAGE

TELE,s,ostAUo/ENCE csYIMA/f5

Nielsen Station Index

lf

Nielsen Station Indexa service of A. C. Nielsen Company

NEW YORK (10019) 1290 Avenue of the Americas 956-2500CHICAGO (60645) 2101 Howard Street 465-4400

Television Age, February 26, 1968

Planning an advertisingcampaign?

THINK FORWARDA NEW CORPORATE GROUPWITH A FORWARD LOOK.if your campaign calls for a buy in any or all ofthese forward -looking markets, depend on themembers of the Forward Group to deliver.

THE FORWARD GROUPWKAUKaukauna, Wisc.

WMTVMadison, Wisc.KCAU-TVSioux City, IowaWSAU/AM/FM/TVWausau, Wisc.Marshfield News HeraldMarshfield, Wisc.

Merrill Daily HeraldMerrill, Wisc.Rhinelander Daily NewsRhinelander, Wisc.Wausau Daily Record HeraldWausau, Wisc.Wisconsin Rapids Daily TribuneWisconsin Rapids, Wisc.


Who could be moreforward than WSAU-TV..

of The Forward Communications Corp.

of in the UNSNARlSIAAnd Forward moves forward with similar gains madeby these other fine television stations in the group

KCAU-TV WMTVSioux City, Iowa Madison, Wisconsin

COi1Lliü ' WSAU-TV, Wausau, Wisconsin is first inr the nation in metro share of audience for` .- the total day in markets of three or more

stations. It is also first in prime time (6:30-rzp 10 P.M. CST) of all markets with three or

more stations. Source: ARB November Rat -n ings for 106 three -or -more station markets.

-4)p0R,Represented by The Meeker Company

ludirnce measurements are estimates only, based on data supplied by indicated sources and subject to the strength and limitations thereof.


JUST PUBLISHED!

Y

The

Technique

Of the MOTIONPICTURE CAMERA

byH. Mario Raimondo Souto

Mr. Souto, one of the world'sforemost authorities on the motionpicture camera, has put together theperfect textbook for both the pro-fessional and amateur cameraman.

This book is the first comprehensivestudy of the modern film camerain all its forms, from 70mm giantsto the new Super 8s. Comparativematerial is included on virtually allfilm cameras available from theU.S.A., Britain, France, Russia, Ja-pan and other countries.

Techniques of filming, from handheld cameras to cameras mountedin airplanes and helicopters arethoroughly covered.

Profusely illustrated with easy -to-read line drawings.

Hard covered, 263 pages with indexand glossary as well as comparativecharts.

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TELEVISION AGE BOOKS1270 Avenue of the AmericasNew York, N.Y. 10020Gentlemen:

Enclosed find $ for copies of "TheTechnique of the Motion Picture Camera."Name

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FEBRUARY 26, 1968

Television Age

21 SPRING BUYER'S GUIDE

An analysis of affiliate standings on ARB November sweepshows leading audience pullers.

26 SPOT TV: WILL CLIENTS BUY IT THEMSELVES?

Several large advertisers mull over the pros and cons of plac-ing spot tv direct.

28 WHERE IS INTERPUBLIC HEADED?

A look at what Marion Harper's successors plan to make ohis multi -agency, multi -service concept.

30 CO-OP: BREAKING THROUGH?

A chunk of $800 million a year newspaper co-op funds start-ing to move to the sight and sound medium.

32 SOUTHERN HOSPITALITY

While states' ad expenditures decline, Georgia airs a success-ful tv campaign inviting industry to come down.

DEPARTMENTS

10 Publisher's LetterReport to the readers

II Letters to the EditorThe customers always write

1 Tele -scopeWhat's behind the scenes

IS Business Barometerlleusuring the trends

17 NewsfrontThe way it happened

33 ViewpointsWhat makes a hit show last?

34 Film/Tape ReportRound -up of news

43 Wall St. ReportThe financial picture

IS Spot ReportDigest of national activity

IT One Seller's OpinionThe other side of the coin

67 In the PictureA man in the news

68 In CameraThe lighter side

Television Age is published every other Monday by the Television Editorial Corp.Publication Office: 440 Boston Post Road, Orange, Conn. Address mail to editorial,advertising and circulation offices: 1270 Avenue of the Americas, Rockefeller Center,New York, N.Y. 10020. PL 7-8400. Controlled circulation postage paid at New York,N.Y. and at Orange, Conn.

6 Television Age, February 26, 1968

TelevisionAge

)L. \ No. 15

PublisherS. J. Paul

Editoriallitorial Director: Alfred J. Jaffewaging Editor: Barton Hickmannior Editor: Ed Dowlingsociate Editor: Karen Sentersociate Editor: Paul Guthrienancial Editor: A. N. Burkelitorial Assistant: Kathleen Berger

AdvertisingIvertising Director: Norman Berkowitz(stem Sales: Marguerite Blaise

des Service Director: Lee Sheridan

:oduction Director: Fred LounsburyMutation Director: Evan Phoutrides.Isiness Office: Miriam Silverman

Branch OfficesMidwest

Paul Blakemore, Jr.6044 N. Waterbury Road

Des Moines, Iowa 515-277-2660

SouthHerbert Martin

Box 3233ABirmingham, Ala. 35205

205.322-6528

United KingdomF. A. Smyth & Assoc.

35 Dover StreetLondon, W. 1, England

Aember of Business PublicationsAudit of Circulations, Inc.

BPA

ELEVISION AGE is published every othergIonday by the Television Editorial Corp.:ditorial, advertising and circulation office:270 Avenue of the Americas, Rockefeller:enter, New York, N.Y. 10020. Phone:212) PLaza 7-8400. Single copy: 50 cents(early subscription in the U.S. and pos-essions: $7; Canada: $7; elsewhere: $15.

Television Editorial Corp. 1968. The en--ire contents of TELEVISION ACE are pro-',ected by copyright in the U.S. and in all:ountries signatory to the Bern Convention

'md to the Pan-American Convention.

Bay KBOI-TV

Sell IDAHO!KBOI-TV Boise serves Idaho's

capital ... the state's key

retail and distribution

center. Boise's influence

extends to every part

of Idaho

KBOI-TV reaches more

homes, men and women

from 7:00AM to 1:00AM

than any other Idaho

television station.

NSI 8 ARB November, '67. Au-dience measurements are esti-mates only, based on datasupplied by indicated sourcesand subject to the strengthsand limitations thereof.

ICBON-TE LEVISI®N

Channel 2 CBSBOISE

II '11'11 F. KATz AGENCY', INc.National Representatives

Television Age, February 26, 19/íY, 7

ON MARCHFIRST

alc3Gllaw

IVEZOU,rn

yzmnaGgí

.

STS

nag:Wq

STORER TELEVISION SALESNEW YORK; CHICAGO, DETROIT, ATLANTA, LOS ANGELES, SAN FRANCISCO

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... first in late fringe (Tonight Show )plus

over 5000 top feature films ... quite possibly the largestfilm library of any television station in the country.

Channel 5

GERITYBROADCASTINGCOMPANY

Source ARB 1 1 /67 9AM-Mid

The city that turns us onSan Francisco is the city that sets the pace,makes the trends, starts the styles. San Francisco:one of a kind. Unique.

In the San Francisco Bay Area, viewers are turning onKTVU, the only television station that programs its entireschedule to match the varied tastes of this market.

So when you need impact and coverage, go to theindependent that's tuned to the market and gives you a netweekly circulation of 1,204,700 TV homes.* The Nation'sLeading Independent TV Station.REPRESENTED BY HR TELEVISION ARB Net Weekly Circulation March 1966 Coverage Study Anyligures Quoted or derived Nor audience surveys are estimatessubject lo sampling and other errors. Original reports can ton v,erved for details on methodology.

KTVU 2SAN FRANCISCO OAKLAND

TVCoo Broadcasting Corporation stations: WSB AMFM-TV, Atlanta. WHIO AM-FM.TV. Dayton. WSOC AM'FM.TV. Charlotte. WIOD AM.FM. Miami. WIIC-Tv. Pittsburgh. KTVU San Franc1SCoC

WHAT'S AHEAD BEHIND THE SCENES Tele-scopeMore high -income viewers

Nielsen's increased tv usage figures for 1967-68 mightwell mean that more and more higher income families

are watching, according to Hugh Ferry, NBC administra-tor of tv rating projects. The Nielsen figures showedusage for 1967-68 to date is up three per cent over 1966-67. The average daily tv usage in January '68 reacheda high of six hours and 45 minutes per home, a halfhour more than December '67, the findings noted.

"The networks," Ferry pointed out "are offering agreater variety of programs not only in primetime butall across the board." Ferry cited the increased numberof specials-sports events, premiere movies and showsthat pre-empt regular programming.

"Almost anything that is a one-time or first-time deal(in the case of a movie) means increased audience."What is interesting, Ferry indicated, is that this increasedaudience is often made up of people in the higher incomebrackets who are not heavy viewers, but who tune in towatch a special.

Even more of this higher income audience was pickedup during the summer, reports Paul Klein, NBC vicepresident/audience measurement. According to Klein,people with air conditioners are essentially upper echelonviewers and the warm weather the entire country experi-enced last summer found these people trappd insidewatching more tv then they normally do.

New titles at InterpublicThe simplification of the corporate structure of the

Interpublic Group of Cos. (the erasing of Interpublic,Inc., and Market Planning Corp., Inc., etc.) has resultedin some title switching. A major change at the holdingcompany level is the appearance of the group vice presi-dent. There are now four: Neal Gilliatt and Daniel Kinley,who share responsibilities between them for the domesticagencies; Armando Sarmento, who oversees the agenciesabroad, and Carl Spielvogel, marketing services.

Predicts Supreme Court will upset FCC catv policy

At least one opinion is on record that the SupremeCourt will not uphold the right of the Federal Communi-cations Commission to regulate catv. The case, set to beargued March 12, revolves around the FCC ban oncarriage of Los Angeles signals into San Diego. A Cali-fornia court upset the FCC ban and the latter appealed.

Writing in the current issue of The Viewer, publishedby the National Audience Board, Harvard Prof. Louis L.Jaffe, professor of administrative law, who conducts aLaw School seminar on the FCC, says: "There is a stronglikelihood that the Supreme Court, which is competitionminded, will not be prepared to read (the Communica-tions Act) as granting authority to regulate catv."

Professor Jaffe said that because catv "only incident-ally" affects the scheme of frequency allocation, "It thusis not in the mainstream of FCC power." The FCC policyof regulating catv, he went on, is questionable because thelocal service concept should be "only one of the valid

determinants of policy." Besides, the professor main-tained, there is not enough evidence that catv "seriouslythreatens the prime local service stations. Its threat israther to the undeveloped uhf stations whose function inthe system is marginal."

Whatever happened to Amazing?

Remember Amazing, that new shaving salve discoveryby Bishop Industries, Inc.? The product, applied directlyto the razor blade and featured as a way of shaving cleanwithout the use of "messy cream or lather," looked likea winner when Werman & Schorr, Inc., Philadelphia, theBishop agency at that time, put it into a Philadelphiatest a little over a year ago. Four months later, the cam-paign went into 12 top markets, and William Druitt,agency supervisor on the account, reported sales had"far exceeded management expectations."

Two months later, however, when Bishop transferredits business to Spade & Archer, Inc., New York, company'spokesmen said the product had not caught on.

A new commercial, prepared by Spade and Archerand selling Amazing to travelling businessmen, begantests in Norfolk and Providence last summer, but so farnothing has happened. Agency spokesmen say they expectthe client to shelve the product in the near future. "It'sa great commercial," an agency spokesman maintained."but there is too much ingrained resistance to non -lathershaving methods, and the company was unwilling to in-vest enough money to re-educate the public."

American Home tests Powerin

A new "extra -strength" headache remedy enters themarket when the Whitehall division of American HomeProducts and its agency, Clyne -Maxon, Inc., introducePowerin. An initial six -week test, scheduled to break lateFebruary or early March, will use minutes and someprime 20s in Charleston and other southeastern markets.

Casting casting directors

Where will Tuesday Weld be 10 years from now? Ifshe follows in the footsteps of other performers, the petiteblonde may wind up as a casting director at a leadingagency. A brief rundown on the careers of several cast-ing directors reveals that their earliest and often mostpersistent efforts were in the acting field.

"We have a joke among us," notes Rolly Bester, cast-ing director at Ted Bates, "that if you want to find outwhat happened to any number of yesterday's actressesjust check the casting departments." Miss Bester workedin radio, the theater and made a few feature films. Shealso appeared in what is now regarded as tv's "GoldenAge" when she was in the Big Story, Danger, KraftTheater and the Alcoa series.

Another former actor, Jack Kelk, is the casting direc-tor at Compton. Like Miss Bester, he worked in radio,tv and motion pictures. Kelk played a member of theradio Aldrich family for 13 years. His last stage appear-ance was in "Me and Juliet" in 1953.


MARCH 25FCC ISSUE

THE UNBEATABLECOMBINATION!

NAB CONVENTIONDIRECTORY

THE FCC ISSUE contains a comprehensivestudy of how the commission works ... inside,with Congress and with other governmentagencies. Required reading by everyone inbroadcasting, it is read, re -read and referredto. Bonus distribution at the NAB.

THE NAB CONVENTION DIRECTORY isthe "Where -to -find -it" at the convention. Itprovides complete listings of hospitalitysuites, film suites, exhibits, convention agen-da. Its early and total distribution providesyou with complete convention coverage.

THE UNBEATABLE COMBINATION FORUNBEATABLE ADVERTISING EFFICIENCY'

Advertising deadline-March 11, 1968

Television Age


1270 Avenue of the Americas, New York 10020 PL 7-8400

Midwest: Paul Blakemore, 6044 N. Waterbury Road,Des Moines, Iowa 515 277-2660

South: Herbert Martin, Box 3233A,Birmingham, Alabama 205 322-6528

rr THE WAY IT HAPPENED News Freon t'v growth in EnglandIf British power is contracting,ritish tv, at least, is still expanding-and that includes ad billings. This)mes in the face of a decline in óver-1 ad expenditures and some roughmes for British ad agencies. PrintIvertising was hit particularly hardaring the sceond half of '67.This thumbnail description of theritish ad scene comes from Reginaldavid Ley Dutton, better known asavid Dutton, managing director ofhe London Press Exchange, biggesturopean-based agency and bettergown as LPE.An international ad and marketing

>mplex, LPE has offices in majoruropean capitals, Latin America,frica, Asia and the U.S. (LPE-Rob-1 Otto). Besides conventional ad-ntising services, LPE is involved interchandising, tv commercial test-ig, marketing research and publiclations.

reas of expansion. In New Yorkfew weeks ago, Dutton noted thatritish tv is expanding in a number

areas-uhf, catv and color.While little has been written in the.S. about British catv, it has beeni operation 15 years (it's called re-ly tv over there) and the most re-.nt available figures supplied by'utton indicate a surge in growth."We figure," said Dutton, "that

bout a million and a quarter tv setsere relay sets in September, 1967."hat's about 8 per cent of the 15iillion-odd in Great Britain andorthern Ireland.Cable tv is operated by private

istributors under license from the.eneral Post Office. The most recentgures available show that the num-er of distributors rose from about50 to 800 in 1966. As for sub-.ribers, the latest official data fromie Board of Trade date from 1964.hese show nearly a 60 per cent in -cease over 1961.

subscriber himself. Dutton islie of the subscribers, using it to re--ive London, 60 miles from hisome in Herne Bay, Kent, aboutgiven miles from Canterbury.One pay tv operation is in exist-

evision Age, February 26, 1968

ence. Called Pay Tv, Ltd., it has athree-year license for experimentaltransmissions in Sheffield and partof London. Programs are distributedby licensees of the existing relayservices.

As for uhf-which is the same assaying the second BBC channel-coverage is now approaching 70 percent of the United Kingdom. The ser-vice began in April, 1964.

BBC -2 is the only channel that hascolor, transmitting it via the PAL625 -line system. BBC -1 and the com-mercial stations use the 405 -linescreen, but will convert to 625 whenthey go color.

"Color sets are still bulky and ex-pensive," Dutton said, "but at leastthey can be rented. Color will get aboost when the commercial stationsstart promoting it."

Commercial color in '69. Pres-ent plans call for commercial tv colorto debut late next year with experi-mental transmissions in London, theMidlands and north England. LPEpeople expect full service in theseareas by 1970 with 75 per cent ofthe U.K. covered by 1972.

Costs of color investment will un-doubtedly be cited by the commercialtv contractors as a factor in adver-tising rate increases expected nextOctober. "My people expect that theincreases will average between fiveand 10 per cent," Dutton said.

Higher program costs are also ex-pected to be cited. LPE media ex-perts say the stations will chargemore for equivalent coverage becausethe market will bear more.

"Because of the government's ef-forts to keep costs and prices down,an industry has to make a strongcase for itself when it increases itsprices," the LPE chief pointed out.

"We expect increases in newspaperrates because of the increase in news-print costs. You see, we import news-print and devaluation has made itmore expensive."

Programming of U.S. shows. Dut-ton sees devaluation helping programexporters like Lou Grade's ATV. Asfor buying programs from the U.S.,which now cost the British more,Dutton feels the tv industry will just

have to pay, since they can't getcomparable programs elsewhere.

He pointed out that taped pro-grams present a problem because theU.S. system uses 60 frames a secondand the British, 50. "I've seen one ortwo taped programs from the U.S.and they don't fill our screens.

"It's been explained to me thatwhen these programs are put throughthe British line storage converter,they lose one -sixth of the pictureheight. To keep the correct pictureproportions, the width is also dimin-ished by one -sixth."

To stop using Nielsen. A new tvrating service will take over this sum-mer when the Nielsen/TAM contractruns out, Dutton noted. The Britishuse only one service, which has acontract with the Joint IndustryCommittee for Television AdvertisingResearch. The new firm, AuditsGreat Britain, will provide audiencedata for 25 per cent less cost.

Like TAM, AGB uses a meter. Itwill measure 12 areas, with samplesizes ranging from 350 homes inLondon to about 100 in such areasas South Wales and northeast Scot-land.

Looking across the channel, Dut-ton found there is considerable con-fusion about what will happen in con-nection with the French publicly -runtv system going commercial.

At present, "compensated adver-tising" is permitted only for industrygroups. This involves promotion ofproducts by types but permits nobrand name advertising.

While the 1968 budget of theOffice de Radiodiffusion-TelevisionFrancais contained an item for brandadvertising revenue, the earliest be-ginning is not expected to be beforeJanuary, 1969, Dutton said.

Commercials to be grouped. Hehas heard that commercials will begrouped into three daily sessions ofabout four minutes each. "It's rum-ored that advertisers will have tospend a minimum sum in press ad-vertising before being allowed timeon the air," Dutton said. He under-stands that both French tv channels(one an 819 -line system, the other,625) will carry advertising.

17

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4511Stamford, Connecticut A Division ofColumbia Broadcasting System, Inc.


Television Age

The following article is copyrighted in its entirety by TELEVISION)AGE, 1968. Reproduction in whole or part is expressly forbidden withoutwritten permission by TELEVISION AGE.

Now that data from the fall rating sweeps arein, spot buyers are analyzing them to see

how they've done in the last quarter, to improvewhat they've got in this quarter and to plan theircampaigns for the next quarter.

While there's many a slip between fall andspring, the network patterns established in theearly part of the season remain pretty well fixed.An affiliate that performed well a few monthsago is not likely to suffer any disastrous loss inaudience, and if it does better-that's gravy.

Besides, risk is an integral part of the buy -

FEBRUARY 26, 1968

Springbuyer'sguide

An analysis of affiliatestandings in ARB Novembersweep shows the leadingaudience -pullers

er's job and the judgment he uses in reducingthis risk is the name of the game.

The buyer who's worth his salt understands,for example, that the standing of a network affili-ate vs. its competition is the sum of many factors.

They are: 1) the appeal of its network shows,2) the appeal of competitive programs, 3) lead-in programming, 4) the network's counter -pro-gramming strategy, 5) regional differences intaste, 6) technological factors affecting the sta-tion's coverage, and 7) the image of the stationitself, based on its locally -originated program-ming as well as its commercial practices.

This complex of factors is what makes spot

Television Age, February 26, 19682]

Numberof leadingaffiliates,

all markets

5

ABC

71

33

NBC

Metro share: total day(Mon. -Sun. 9 a.m.-midnight)

Top affiliatesin 104

3 -or -more -station marketst

Source: ARB. November 1967

Leading StationsMarket Station

Wausau -Rhinelander WSAU-TV

Charlotte* WBTV

Jacksonville* WJ XT

Share

59

56

55

Binghamton* WNBF-TV 54

Columbia, S.C.* WIS-TV 51Greenville -Washington -

New Bern WNCT-TV 51Madison* WISC-TV 51

Beaumont -Port ArthurFargoJoplin -Pittsburg*Montgomery*

KFDM-TV 50WDAY-TV 50KOAM-TV 50WSFA-TV 50

Roanoke -Lynchburg* WDBJ-TV 49

Green BayMobile -PensacolaShreveport

WBAY-TV 48WKRG-TV 48KSLA-TV 48

Champaign -Decatur.Springfield*

Erie*Richmond

WCIA 47WICU-TV 47WTVR 47

Charleston, S.C.Duluth -SuperiorPittsburgh

WCSCTV 46KDAL-TV 46KDKA-TV 46

¡Markets where all three networl.affiliates have recorded viewing. Metroshare data in two of 106 markets notavailable.

*Intermixed market.

buying such a challenge. It is true,of course, that the single most impor-tant factor in making a specific buyis the audience (or type of audience)to a particular announcement loca-tion, no matter how the station per-forms in general.

Nevertheless, the experienced time -buyer mentally pigeon -holes generalfactors as guides. They are a con-venient framework to work in andto hang his actions and thoughts onas he looks ahead. He may ask him-self:

What stations have been doingparticularly well in general? Whichhave been doing well in particularday -parts? Is there a pattern of onenetwork's affiliates doing much bet-ter than the others? Which indepen-dents have displayed outstandingperformance records? If a station'smetro shares are high, will its audi-ence in the total area be just as

good?Armed with this knowledge, the

buyer soon finds the intricate jungleof rating data familiar ground overwhich he can poke his way throughwith confidence as he seeks specificgame.

To help the buyer in this job offamiliarization, TELEVISION AGE, asit has in the past, analyzed sweepdata from the American ResearchBureau's survey, in this case, Novem-ber, 1967. The yardstick used is

broad time period audience shares,a useful measure of competitive per-formance.

The analysis covers all marketswith three or more stations in whicheach network has an affiliate withviewing recorded by ARB. In a fewinstances, such as Toledo and Day-ton, Ohio, the lack of clear-cut affili-ations ruled these markets out of thecomputations. A total of 106 marketswere analyzed.

No distinction was made betweenintermixed and all -v or all -u markets.However, the former are indicated byan asterisk where intermixture is

significant (see charts on this and



all markets

ABC

75

Tv homes share: total day(Mon. -Sun. 9 a.m.-midnight)

30

NBC


3 -or -more -station marketst


Leading Stationsllarket Station Share


Columbia, S.C.* WIS-TV 70

Montgomery* WSFA-TV 69

Charlotte* WBTV 65

Lincoln -Hastings -Kearney KOLN-TV 63

Wausau -Rhinelander WSAU-TV 62

Jacksonville*Madison*

WJXT 60wlsc-TV 60

Hartford -New Haven* wnc-Tv 56

Joplin -Pittsburg* KOAM-TV 55

Champaign -Decatur -Springfield* WCIA 54

Harrisburg -Lancaster -Lebanon -York* WGAL-TV 53

Birmingham*Erie*

WBRC-TV 52WICU-TV 52

Cedar Rapids -Waterloo WMT-TV 51

Cape Girardeau -Paducah -Harrisburg KFVS-TV 50

AmarilloBangorBeaumont -Port ArthurCharleston, S.C.Greensville-W ashington-

New BernRoanoke -Lynchburg*Sioux City*

KFDA-TV

W ABI-TV

KFDM-TV

WCSC-TV

WNCT-TV

WDBJ-TV

KTIV

49494949

494949

tMarkets where all three networkaffiliates have recorded viewing.

*Intermixed market.

the following two pages). A sepa-rate tabulation of independent sta-tions was also done.

The basic format of the analysesis a "top 20" listing, that is, the 20stations with the biggest audienceshares, including ties.

This data is shown for both metroand total survey areas and each isfurther broken down by total day(9 a.m. to midnight), primetime(7:30 to 11 p.m., 6:30 to 10 p.m. inthe Midwest), early evening (5 to7:30 p.m./4 to 6:30 p.m.) and latenight (11 to 11:30 p.m./10 to 10:30p.m.) . The fringe time periods coverweekdays only while the others in-clude all seven days of the week.

The late night period chosen wasrelated to buyer interest in news.While ARB also provides summariesof the 11:30 p.m. to 1 a.m. day part,it was not considered as importantto buyers. It should be kept in mind,however, that, in some instances, net-work movies spill over into the 11-11:30 p.m. period.

In addition to showing the top 20network stations in each of the eightcategories among all networks, thetop 20 for each network in all cate-gories was also tabulated.

In the case of independent stations,the listing is confined to the top 20stations, in metro shares only, in thefour time categories. Thus, there are36 "top 20" rankings.

Finally, a comparison was madeof the number of affiliates for eachnetwork which led in share percent-age in their markets, again in theeight categories.

The latter figures should reflect,albeit very roughly, the network audi-ence standings commonly bruitedabout in the trade press and basedupon Nielsen's Audimeter sample.However, it must be pointed out thatthe tally of leading affiliates does notmeasure the degree to which a stationleads in its market.

Thus, for example, a CBS affiliatemay lead in its market by, say, 3


80

share points and an NBC outlet maybe ahead in another market by 13points. Yet each network is creditedwith one leading affiliate. Further,the tally is not weighted by marketsize so that a leading affiliate in atop 10 market counts no more thana leader in the 100th market.

That being said, it still remainstrue that a comparison of the numberof leading affiliates for each networkprovides a useful guide to the buyeras he casts his net for avails.

A summary look at the figuresshows CBS with a strong lead, NBCsecond and ABC a poor third. Beloware figures showing the percentage ofleading stations for each networkwhen total survey area shares arecompared in 106 markets:

ABC CBS NBCEarly eve. ... 11.3% 43.4% 48.1%Primetime ... 3.8 75.5 25.5Late eve. . 7.5 55.7Total day .:.. 5.7 70.8 28.3

It is apparent that CBS not onlyleads but leads best where it countsmost-total day and primetime. Notethat NBC leads in the early eveningand comes up relatively strong in theother fringe period. Note also thatABC also does best in the periodsbracketing primetime.

Comparable figures for metro areashares show a similar pattern:

ABC CBS NBCEarly eve. ... 9.6% 38.5% 55.8%Primetime ... 3.8 76.9 26.9Late eve. .... 5.8 49.0 49.0Total day .... 4.8 68.3 31.7

CBS remains a clear number -onewith its total day and primetime dom-inance about the same as in the totalsurvey area figures. NBC is evenstronger in the fringe periods, doingparticularly well in early eveningand tying CBS in the late evening.

As for ABC, except for primetime,its weakest area, its metro sharesare worse than its total survey arearankings (the metro share figurescover 104, rather than 106, markets,because ARB did not report metroshares in two of them).


all markets

4

ABC

Metro share: primetime(Mon. -Sun. 7:30-11 p.m./6:30-10 p.m.)


3 -or -more -

station marketstSource: ARB, November 1967

28

NBC

Leading Stations

Market Station Share


Charlotte* WBTV 52


Beaumont Port Arthur KFDM-TV 50Joplin -Pittsburg* KOAM-TV 50

Birmingham*Grand Rapids -

KalamazooJacksonville*Las VegasMadison*Shreveport

WBRC-TV 49

WKZO-TV 49WJXT 49KORK-TV 49wtsc-Tv 49KSLA-TV 49


Greenville -Washington -New Bern

Mobile -PensacolaWNCT-TV 47WKRG-TV 47

Erie* WICU-TV 46

AlbuquerqueChampaign -Decatur -

Springfield*Columbia, S.C.*El PasoPittsburgh

KGGM-TV 45

WCIA 45WIS-TV 45KROD-TV 45KDKA-TV 45

-Markets where all three networkaffiliates have recorded viewing. Metroshare data in two of 106 markets notavailable.

*Intermixed market.

24 Television Age, February 26,

As an illustration of the variousway in which this kind of comparisoncan be made, CBS also has talliedaudience data for network affiliates inthree -or -more -station markets.

The network, also using ARB'sNovember, 1967, survey came upwith 99 markets with three or morestations because of definitions thatdiffered from those of TELEVISIONAGE. Instead of share figures, CBSresearchers used homes reached peraverage quarter hour. Primetime andtotal survey area figures were thebasis of the comparison.

By using homes figures, CBS wasable to tote up a homes total for allnetworks in the 99 markets, thusgiving a weighted comparison. Theresults: ABC, 6,970,000 homes; CBS,9,871,500; NBC 8,690,700. But thetally of leading affiliates showed upas follows: ABC, 3; CBS, 77; NBC,19. The comparable figures from

Other rankings of top affiliatesbegin on page 54, includingcontinuation of lists on theseand preceding pages and cover-ing fringe times. Also shown:leading affiliates for each net-work and leading independents,by metro and total homes sharesand by various day parts.

TELEVISION AGE'S tabulation in 106markets (including ties) are: ABC,4; CBS, 80, NBC, 27.

CBS also came up with a top -50market tally of leading affiliates, com-paring metro shares in primetime.Though the share figures were basedon November, 1967, ARB data, themarket ranking was tied to theprevious year's fall sweep. because,a CBS researcher said, the '67 rank-ing figures had not been tabulated atthe time the comparison was made.

The CBS '66 rankings were basedon average quarter hour homesreached in primetime in the totalsurvey areas. A comparison with the67 figures shows that rankings

(Continued on page 53)

80


all markets

4

ABC

Tv homes share: primetime(Mon. -Sun. 7:30-11 p.m./6:30-10 p.m.)

27

NBC


3 -or -more -

station marketst


Leading Stations

Market Station Share


Columbia, S.C.* WrS-TV 64

Charlotte*Montgomery*

WBTV 62WS FA -TV 62


Lincoln -Hastings -Kearney KOLN-TV 60

Madison* wise -Tv 58

Birmingham* WBRC-TV 55

Hartford -New Haven*Jacksonville*Joplin -Pittsburg*

WTIC-TV 54WJXT 54KOAM-TV 54

Erie* WICC'-T\' 52

Champaign -Decatur -Springfield* WCIA 5.1

Bangor WABI-TV 50

Grand Rapids -Kalamazoo WKZO-TV 49

Harrisburg -Lancaster -Lebanon -York* WGAL-TV 49


Beaumont -Port Arthur KFDM-TV 48Charleston, S.C. wcsc-ry 48Greenville -Washington -

New Bern W N CT -TV 48Knoxville* WBOR-TV 48Las Vegas KORK-TV 48Sioux City* KTIV 48

(Markets where all three networkaffiliates have recorded viewing.

*Intermixed market.


Several advertisers, caught in thecurrent profit squeeze, have been

discussing, among many ways to cutcosts, one which could revolutionizecurrent agency operations. Particu-larly larger, multi -product, multi -agency advertisers have been in-trigued by the possibility that theymight be able to plan and buy theirown spot schedules, and do it moreefficiently and less expensively thantheir agency media staffs are doingit now.

The idea is not new. Clients havebeen discussing the subject for sev-eral years without taking any action.At a time when computerization andformulas for centralized buying havealready increased corporate controlof spot schedules, the possibility thatclients may one day buy spot them-selves is worth consideration.

The implications of such a changeare many, involving not only a shift,from agency to client of buying re-sponsibility, but of negotiatingpower as well. It could trigger thestart of an entirely new agency -sta-tion -advertiser relationship. A feesystem would have to be arrangedto replace the commission agenciesnow get from the media.

Incorporating within companystructure a monolithic buying opera-tion would, no doubt, create somesizable problems, which is probablywhy nothing has yet been done andwhy agencies seem fairly confidentnothing will be. The clients them-selves, however, seem equally con-fident they can, one day, make it

26

Despite agency objectionsthat it just wouldn'twork, several largeadvertisers think theycan cut costs by buyingon their own

Spot tv:will clientsbuy itthemselves?

work effectively.The first step has already been

taken, some advertisers say, pointingto recent moves by many larger com-panies to consolidate spot buying re-sponsibility at one agency, or, withthe technical and administrative aidof one agency, to coordinate buyingactivity at the corporate level.

Bristol-Myers has done it by allo-cating buying responsibilities amongits agencies geographically, with eachagency buying on all brands withina specified region of the country.General Foods coordinates brandbuying at each of its ad shops at thecorporate level.

Ted Bates & Co. has been doingall the buying on the StandardBrands and Colgate accounts forsome time. Lever Bros. just begana similar operation with J. WalterThompson. And Carter -Wallace isexpecting to move all its spot buyingbusiness to SSC&B April 1.

"From this point," affirmed a

spokesman at one of the maj or pack-age goods advertisers, "it's a shortstep toward inclusion of the entireoperation within our own corporatestructure."

Agency people disagreeNeedless to say, agency people

don't think so. They say that coor-dination at the corporate level andconsolidation of buying responsibili-ty at the agencies is the final step,that the advantages gained by thesemoves take the advertiser as far ashe can go toward maximum buying


efficiency. Although the idea of ad-vertisers doing their own buyingmay look good in theory, in practice,they say, it couldn't work.

"I know of cases where the ideahas been reviewed," noted Jules Fine,media director at Ogilvy & Mather,"but in every case, the decision hasbeen against taking such a step."

According to Mary Antonowski,vice president and media researchdirector at J. Walter Thompson,"There would be only one reason fora client to take over its own spotbuying; if it could operate as well asits agencies and save money in theprocess. I'm not saying it would betheoretically out of the question, butin practice there are so many vari-ables, they'd have to prove to methey could handle the operation moreefficiently than we can."

The strongest point agency peoplehave in their favor is the fact thatthe idea, which has remained in thetheory stage for so long, still showsno signs of being put into practice.That does not discount the fact, how -

1 ever- that advertisers are still look-ing for ways to make it work.

"We work through five separateagencies," explained a media spokes-man at one of the larger soap com-panies. "That means we have fivefully staffed media departments forwhich we pay the 15 per cent com-mission five times. It stands to reasonit would be cheaper if we could con-solidate these staffs on our ownpremises, and we are still examining


Television Age, February 26, 1968 27

With all the attention riveted onthe dramatic efforts of The

Interpublic Group of Cos. to get outof its financial hole, little has beenpaid to the implications of MarionHarper's dethronement for the ad-vertising business in general.

A host of questions have beenraised, most of them variations ofthe fundamental one: Is the Inter -public concept sound? This trans-lates into such facets as: Can theadvertising agency holding companyidea work for any competent organ-ization that wants to try it in the faceof advertiser hostility to product,and, sometimes, corporate conflicts?Can independent marketing servicesatellites make enough money fromoutside clients to warrant separateorganizational structures? If Har-per's tactics were bad, was his strat-egy good? Where is Interpublicheaded, anyway?

Few deny that Harper was an inno-vator of remarkable talent, energyand persuasiveness. Some observersfeel it was primarily these qualities,rather than any perceptiveness indiscerning a wave of the future, thatcarried Interpublic to heights thatno company of its type had everreached.

While Harper had slowed down inrecent years, 70- and 80 -hour weekswere commonplace in the years fol-lowing his ascension to the presi-dency of McCann-Erickson at 32back in 1948. Tied in with his legend-ary feats of stamina was a reluctanceto stay long in one place. Since hewas Interpublic, this presented prob-lems to his executives. One of themrecently told of having to fly toCalifornia with Harper in order topin him down on a decision.

Harper was one of the first admento latch on to the new sophisticateddisciplines and language of scientificmarketing. Some say he acted as ifhe invented it. Whatever his own con -

28

tributions, his command of the lexi-con impressed more than a few ad-vertisers.

His goals, however, impressed fewagencies. While Harper's directionwas already clear by the mid -50s,no other ad house followed in hisfootsteps, though some picked up bitsand pieces of the Harper approach.

Today, as Interpublic puts itshouse in order, its objectives arebound to be conservative. This is notto say its present management isonly waiting for some long greenbefore launching a new wave of ag-grandizement and functions. On thecontrary, the evidence, the person-alities and the statements of Inter -public's top people indicate for theforeseeable future an era of consoli-dation and a desire to stick to im-proving what they've got.

"Our operating policy today," saysRobert Healy, Interpublic presidentand chief executive officer, "is toconfine ourselves to client services."

Peripheral servicesIn translating this policy into ac-

tion, Interpublic has, so far, shornitself of an airline which ferried peo-ple between LaGuardia Airport inNew York City to Easthampton onLong Island, a motel at the easternend of the island, a book publishingoperation, a Canadian research ser-vice, a unit dealing with presenta-tions and an international fashionintelligence firm. All told, these didnot affect the shape of Interpublicmuch, since they were clearly peri-pheral services.

Healy still defines his organizationin terms that would be regarded asbroad in any adman's language. Inter -public's framework, he says, is "mar-keting and communications ser-vices."

What does this include? It wouldbe simpler to define what it doesn't.And as Healy ticks off the areas he

Where ISInterpublic headed?

What Marion Harper'ssuccessors plan to make

of his multi -agency,multi -service concept

Among key figures duringlnterpublic's transition are

1., below, Robert Healy,dent, and, reading from topbottom, r., David Williams,senior vice president; Carl

Vogel, group vice president;Neal Gilliatt, also agroup vice president.

considers proper to an enterprise likeInterpublic, it appears that the onlymajor marketing function which itsteers away from is that of personalselling. And even here, there arecertain aspects which Interpublicservices.

"We would not set up a personalselling organization," Healy explains,"nor would we get involved withrecruiting of sales personnel." ButInterpublic has for some time offeredsales training services as well ashelped business corporations in put-ting on sales meetings.

Broad outlookInterpublic's continuing broad out-

look is underlined by Carl Spielvogel,now group vice president for market-ing services and a member of theexecutive committee.

"Don't call us an agency. Our pri-mary business is advertising but wego well beyond that." Insofar as hisbailiwick goes, Spielvogel says "weare now in the businesses we want tobe in. We are not budgeted for anylosses in 1968."

While change is still the norm atInterpublic, the indications are thatSpielvogel, who until recently waspresident and chief operating officerof Market Planning Corp. (whichseems to have gone by the board),has been given responsibility forthese four units-Infoplan, a publicrelations operation; Marplan, themarketing research subsidiary; SCI,the sales promotion affiliate to whichCalkins & Holden is now attached,and the Product Development Work-shop.

The Institute for CommunicationsResearch, which has its own tech-nique for measuring ad effectiveness,was somewhere in limbo at last word.The executive committee seems re-luctant to put any more money in it,yet doesn't want to get rid of it. One


29

Local tv today has the brightestoutlook in its history. As com-

mercial tv enters its third decade,retail stores from coast to coast-biggest revenue source for the na-tion's newspapers - are intensivelyexploring the advertising potential oftelevision.

And for broadcasters, the potentialis breathtaking. Of the newspapers'total retail display advertising rev-enue of $2.5 billion, about one-third,or $800 million, is estimated to beco-op ad money supplied to localstores by manufacturers.

But for media men eager to minethis new lode of revenue, it is impor-tant to understand that the key toco-op is not the manufacturer. It isthe local retailer; he holds the orderpad which is the lever to pry loosethe ad money from the manufacturer.

Howard Abrahams, vice presidentfor retail' at TvB, gives this pointstrong emphasis. "Every time some-one decides to go after retail," hesays, "the first thing they do is callto ask the names of manufacturerswho give co-op money.

"You have to work through the localretailer. He is the one who can getthe co-op money because he buys thegoods, and he makes the decisionwhere it will be spent"

A number of manufacturers, par-ticularly in the textile field, are wellconvinced of the value of tv for retailadvertising and are actively promot-ing the medium to retailers.

Monsanto, for one, has a team spe-cially assigned to call on stores to tellthe Monsanto story and to promoteretailer advertising on tv. George R.McGrath, advertising and promotiondirector at Monsanto, says:

"We hope to swing a lot of retailads out of newspapers and into tele-vision." He recently reported that,"tv is now a very important part ofour overall retail sales training andmerchandising program."

Another manufacturer who is a tvdisciple is Jack Hanson, ad managerfor Burlington Industries. He de -

Co -op:

breaking through?Co-op means $2.5 billion a year for newspapers-

almost the total annual income of thetelevision industry-and a chunk of it

is starting to move to the sight and sound mediun

Glared, "There is no doubt about it.Tv is the most responsive advertisingmedium in use today. It deliverstwice the audience of print at thesame cost."

Hanson believes so strongly in tvfor retail advertising that he recentlyset up a new "tv retail promotionservice" to offer tv commercials toretailers and to show them how touse them.

The major areas of retailing whereco-op ad money is extensively usedare appliance, apparel, automotiveand food. So far, the significantmoves toward use of tv for co-opadvertising have involved the first

three.The implication here is not that

tv is considered unsuitable for foodretailing but, from the consensus ofretailers who have started trying touse the sight and sound medium, localbusinessmen generally are not yetsure how to exploit tv's sales poten-tial.

But it's pretty evident that mostleaders in retailing feel the time hascome to start using tv to sell at thelocal level. The trend not only hassignificance for local broadcasters,but also for agencies that can offertv know-how.

While department stores and other'.


major retailers have their own adver-tising departments to prepare printads, few such stores and their admenfeel they know how to handle tele-vision commercials. Many of thosewho have tried it have learned, expen-sively, that tv takes a special kind ofsavvy.

But despite the discomfort ofchange, retailers across the countryare starting to get their feet wet intelevision. Here are some of the sig-nificant indicators:

Sears, Roebuck, the world'slargest retailer, this month hired itsfirst radio -tv ad director.

Major textile and fiber manu-facturers are supplying stores with'wild footage," film and tape com-mercial fragments which can be as-sembled with local material, rangingfrom slides to specially shot localfootage.

Local ad agencies are being re-tained by retailers to explore the tvsituation, or even start preparationof local commercials.

Several major department storeshave prepared special films, with thestore president appearing as thespokesman, for presentation to manu-facturers to explain the need for, andimpact of, tv commercials at the locallevel-in a pitch to get more co-opsupport to help pay the freight.

Years of frustration

For broadcasters, all this comesafter years of frustration. That bigbonanza of retail advertising hasbeen dangling in front of them sincethe emergence of nationwide tv, butnone was ever able to get a signifi-cant hold on the enormous possi-bilities.

Most broadcasters over the decadeshave heard every imaginable reasonfrom retailers for not using tv. Forthose who may have missed out, hereare a few of the more prosaic retailerreasons:

1) You charge too much.2) You reach too far outside my

trading area.

3) You can't tear out a commer-cial and put it in your pocketbook.

4) My ad department isn't set upto handle it.

5) Print is the only way to reachthe retail market. We've always doneit that way.

But sometime within the past 12months, things slowly began tochange. It may have been the slow-down in the national economy; retail-ers started looking in earnest formore effective sales promotion. Andtv stations started looking harder fornew advertisers.

Color significant factor

The emergence of color is undoubt-edly an additional factor. It is morethan mere coincidence that 1967 wasthe year in which the nation's colortv set penetration reached the 25 percent level, and retailers also beganmaking moves to use tv advertising.

One retailer who is among today'sstrong believers in tv is Charles Y.Lazarus, president of the F & RLazarus department store in Colum-bus, Ohio, and member of the Laza-rus family which heads FederatedStores and are leaders in retailingthroughout the nation.

Lazarus says, "It is the color andmovement of tv that can grasp thespirit and glamour of ready-to-wear.I want the customer to be able to seethe joy in wearing the item."

Lazarus feels that item -sales pro-motion, the use of tv just to show anitem and give its price, is a wasteof tv's added power. This sort ofadvertising by retailers, he says, isa hangover from their familiaritywith print.

But probably the greatest factorin the new trend of retailing's moveinto television as an ad medium iswhat can only be described as thecumulative effect of the medium's20 -year existence. Newspapers havebeen accepted by U.S. shopkeepersin the U.S. as the best local adver-tising medium for more than 200years.

An example of a station that de-cided to go after retail advertisingin the most competitive market inthe nation is WCBS-TV. The stationgave the assignment some 18 monthsago to Richard Hogue, director ofsales development.

Hogue had to learn to talk re-tailer's language. He had to learn theway retailers slavishly follow theformula that links almost all theirad decisions to immediate sales pay-out. General Foods may be contentto wait several months to see howan intensive tv campaign affects salesof a new instant coffee.

But the ad manager of a local de-partment store equates tomorrow'ssales with today's advertising. Each$100 worth of sales must justify from$3 to $9 worth of advertising, de-pending on the product category andthe type of ad. If the ad doesn'tproduce a 3 per cent payout in to-morrow's sales, forget it.

In some merchandise categories.large appliances, the immediate salespayout can justify as much as $9 or$10 in advertising expense.

After six months' spadework.Hogue got his first results. Abraham& Straus, a Brooklyn departmentstore and a member of the Associ-ated Merchandising Corp. buyinggroup, decided to give tv a try asa local ad medium. They ran a seriesof one -day sales, 10 daytime minutes.all in one day between 9:30 am and6 pm, promoting wigs. mink coats.mattresses, appliances, carpets andfashions.

Of particular significance is thefact that Abraham & Straus is lo-

cated in Brooklyn and its branchesare all in Long Island; its sales areais only a small portion of the entireNew York market. A large percentageof viewers to WCBS-TV New Yorkhave never been in an A&S store.

And while A&S sales promotionmanager Bill Tobey may enjoy thedistinction of being an advertising



Southernhospitality

While state ad expendituresdecline, Georgia airs a

successful televisioncampaign inviting industry

to come on down

Billboard from state to ad

How does a state stimulate itsindustrial development? The In-

dustry Division of Georgia's Depart-ment of Industry and Trade did itvia a 23 -market summer televisioncampaign.

Not only did the promotion pro-duce over 200 requests for more in-formation from leading businessconcerns, it also brought an increasein tourism for the southern state.

What is interesting is that Georgialaunched this tv campaign at a timewhen other states were actually cut-ting back on their advertising ex-penditures.

In Canada, incidentally, the NovaScotia Travel Bureau, Department ofTrade and Industry, predicts thatprovince this year will spend moreper capita to promote tourism thanwill any state in the U.S. Gerald Red-mond, director of the bureau, notesthat the present tourism promotionbudget for Nova Scotia is approxi-mately $750,000.

The 1967 Development AdvertisingReports from Long Advertising &Marketing Publications, Greensboro,N.C., indicates that "although totalstate development program invest-ments (for all 50 states) rose anunprecedented 26 per cent, from$39,954,286 to $50,338,326, between1966 and 1967, total state advertisingexpenditures fell 3.7 per cent from$23,043,562 in 1966 to $22,198,857in 1967."

Ruth Long, editor of the publica-tion, blamed the advertising decreaseon (1) the continued failure ofmedia owners and sales forces toconvince state development peopleand their agencies that advertisingpays off, and (2) continued failureof the same parties to thoroughly re-search each state's present industrialdevelopment and travel problems inrelation to competing states. Suchis obviously not the case in Georgia.

The tv campaign, "Georgia's GotIt," was created by Harris & Wein-stein Associates, Atlanta, at the re-quest of Gov. Lester G. Maddox. Thepromotion consisted of two, 60 -sec-ond color commercials depicting thestate's diversity.

"The theme for the campaign wbased on our belief that Georgia ha'greater diversification of attractionsfor industry than any other state. -explained account executive Fred-erick MacVicar, of Harris & Wein-stein.

"Although other states can offerindustry more manpower or morefarm products, few if any can com-pete with Georgia in offering indus-try the total package of labor, power,transportation, climate and raw ma-terials."

Television advertising was slatedin 17 out-of-state markets and sixGeorgia markets during the monthsof July and August last year. "Spe-cifically," MacVicar continued, "ourtelevision announcements were sched-uled to appear every other week overan eight -week period."

Summer proves best

The summer months were chosen,he points out, because they offeredexcellent avails in most of the mar-kets the agency was interested in andalthough the campaign was designedto further industrial development,agency men felt it would also arousetourist interest.

"Furthermore, after a lapse of

several months without industrial de-velopment advertising, the state'snew administration was anxious tobegin an advertising campaign at theearliest possible month. All in all,"MacVicar pointed out, "we believethat the selection of the summermonths for the campaign contributedgreatly to its success."

The line-up of out-of-state marketsincluded: Baltimore, Boston, Buffalo,Chicago, Cincinnati, Cleveland, De-troit, Houston, Los Angeles, Minne-apolis, New York City, Philadelphia,Pittsburgh, St. Louis, San Francisco,Tallahassee and Jacksonville (most-ly all major markets). In each ofthese areas, the agency bought timeon one station.

Within the state, however, timewas bought on all 11 stations. Localplugs appeared in Albany, Atlanta,



I

1

A PROGRAM MAN'S . . . Viewpoin tsSports-the winner for 1969

Television programming is an evolutionary businesswith many cycles and twists and turns along the

way. At a time when the market is soft and primetimeminutes in scatter plans go for about $30,000 with costsper thousand of around $3, sports are being renewed forthe 1969 season with escalated costs and card rates onlyon network terms as the rule without exceptions. Mindyou, this is at efficiencies of $5 and over in most cases.How come?

To trace a phenomenom, science always starts at thebeginning. The big deal in the early days of televisionwas the World Series and weekly Wednesday night fightsfrom Madison Square Garden. It was mostly Gillette,with the Cavalcade of Sports, that dominated the fieldand effectively promoted sports to their male target audi-ence at good efficiencies.

Television needed sports in the early days because theyfilled a lot of time and the rights were cheap. Once theytrained cameramen to follow the ball, sports were usedas fillers. However, the all -family aspects of televisionforced primetime programming into bigger and betterthings and the sports began to disappear, except for week-end events and specials. Then, too, sports promoters sawtheir box office drop off and began to seek ways to limitthe television exposure.

Television audiences of sports were the lowest of anycategory in the mass programming comparisons andtheir efficiencies were high despite the low out-of-pocketcosts. The one exception was the World Series which wasgreat by any standards. Then football began its climb todominance, once the bugs were adjusted and the gamessettled down to the current pattern, NFL to CBS, NCAAto ABC, and the new AFL to NBC.

Football minutes were priced high in order to get therights money back, which had been driven up by com-petitive bidding. The NFL games got higher prices thanpremium nighttime shows and to everyone's astonishmentthey were sold.

Baseball was local by nature, but an occasional NBCnetwork show is just fair in circulation and efficiency.The World Series however continues to wow 'em. Tech-nically it appears that baseball is too slow and dull forthe big time and efforts are being made to play thegame for television and not a captive audience in aball park. This may brighten its chances for success.

Golf is the biggest rating dog of them all. About 4million homes is par for this spectator sport. Startingwith the CBS Masters and a handful of shows like Shell'sWonderful World of Golf and a few specials with BobHope and Bing Crosby, the number of games has explodedinto almost weekly PGA championship games on ABCand the Sports Network, which amazingly are sold outdespite costs of about $25,000 a minute and $6-8 costsper thousand. The actors continue to give tournaments,so do companies, the pros give lessons, CBS has itsGolf Classics and on they go, adding more matchesevery year.

The list goes on and on and the demand is so greatthat some sports are going to be in primetime and allsports are going to have to adapt to the time demands ofthe networks and their commercial accomodations. The

WHAT THEY'RE REALLY CHEERING: TY'S CHEAPEST MALE CPM'S

money is just so big that they can't afford not to modifytheir silly old rules for a brand new medium.

Perhaps the most successful of the sports shows ona continuing basis is ABC's Wide World of Sports andAmerican Sportsman. The former is a catchall for allsports and, as such, represents a good opportunity togive just enough emphasis on odd sports to keep a run-ning interest in the category, in general, without boringthe viewer to death with over -detailed coverage.

ABC has managed to build up a top sports image bycourageous decisions over the past few years involvingfinancial commitments which could have been seriouslywrong had the shift to sports not occurred. This opera-tion is prestigious and profitable at this time and almostall sports are covered well, including the 1968 Olympics.

NBC has the best of baseball with the World Seriesand perhaps the best of the bowl games. But, in general,NBC management has seemed slow to risk the competitivebids necessary to corner other sports events, even thoughits news and special events image would lead it normallyin this direction.

The reason for sports being sold out is pretty clear. Astelevision becomes a personal medium, the male of thespecies is increasingly content to spend his ever growingleisure hours with a spectator sport that demands littlefrom him in his extreme comfort at home.

This man is a prime sales target for autos, tires, air-plane tickets, beer, blades, tools, and an ever growingnumber of products with little interest for a female. Be-cause of this these companies are willing to spend moremoney against a viewing home to be sure to reach themale.

In the long haul, the cost per thousand men is cheaperin sports than in any except the best movie buys. Sincethe demand is growing, and the number of sports islimited, and the time periods for sports are even morelimited, the advertiser demand for sports minutes exceedsthe availabilities.

Add to this the fierce competitive fights between auto-mobiles to get in with product protection and you havea happy situation for the economically depressed net-works-in one direction at least. -r.R.


Film / Tape Report

HERE'S LES

As predicted more than two monthsago by TELEVISION AGE (Dec. 18,1967, Talking Away the SyndicationBlues) the Les Crane Show is out insyndication. The standard bearer ofan ABC-TV venture into late -nightnetworking back in '64, the precur-sor of Joey Bishop had returned inchastened form last year to the air-wave in Los Angeles, on Metromedia'sKTTV, with a policy of tackling theserious issues of the day,

In January Metromedia decided tofurther try him out by putting himon tape on the group's New Yorkflagship, WNEW-TV, and then on WTTGWashington. By the end of the monthit was apparent Crane was ripe andready for syndication: the show wasdoing well against Bishop. Metro-media subsidiary Wolper Tv Salesput him on the road, with a kickoffsale to a uhf, WKSF-TV Cleveland.

January was a good month forWolper Tv Sales, with a chalk -up of

new business, in the U.S.alone, the most in any month in the10 years the company's been sellingprograms. Much of the record grosscame from deals for Truth or Conse-quences, with 10 more stations liningup for the game strip and 17 renew-ing it.

The game strip is now in 78 mar-kets, and in half of them it's onbetween six and 7:30 p.m., eventhough all but 13 of the stations arenetwork affiliates.

Also reported moving well wereThe Alan Burke Show, with five salesthat month, The Ray Conniff Christ-mas Show to four early shoppers, MyFavorite Martian to three stations,The Woody Woodbury Show to WHCTHartford/New Haven, The Steve PaulScene to WHEC-TV Rochester, TheWolper Award Specials to WNNB-TVSt. Thomas, WAKR-TV Akron andKTVU San Francisco, which alsobought The March of Time.

FROST ON THE ROAD

WBC Program Sales will syndi-cate four specials to be produced byWBC Productions and David Para -dine Ltd., a British company headed

by David (middle name-Paradine)Frost.

Three of the specials will be tapedin London, the other will be filmedin the U.S. starting in March whenFrost arrives to hit the campaigntrails and talk to candidates on thehustings.

The deal for the specials was madein London last month by Chet Collier,president of WBC Productions andWBC Program Sales.

Once Frost sets in, Group W plansto bring over some 40 more specialsfrom a number of other Englishsources, but chiefly, Granada.

TALK, TALK, TALK

The current has turned into a tidalwave. Talk shows, the groundswellthat has been shaking up the be-calmed sea of the syndication businessthis past year, have now become atidal wave.

Popping out into syndication inthe space of a fortnight came LesCrane, another veteran, Steve Allen,Rex Morgan and Fred Weintraub.

With some 29 markets taking thePat Boone Show since it was launchedlast August, Filmways decided topost another entry, Steve Allen.

Taped as is Boone at the Holly-wood Video Center, the new SteveAllen Show is being sold in 90- and60 -minute formats for strippingacross the board anytime of day ornight; 15 stations snapped it up thefirst week out.

This will be Allen's second go insyndication; first time out, after hislate -night NBC-TV run, was as hostof Group W's PM West toward thebeginning of this decade.

Rex Morgan is hosting a weeklyhalf-hour series of talks with movieactors on set and on location aroundthe world, Morgan at the Movies, insyndication by Triangle ProgramSales. Morgan has long been an on -camera fixture at Triangle's flagshipWFIL-TV Philadelphia.

At the forward point of the tidalwave was the knight's gambit ofGroup W's Mike Douglas Show fromWOR-TV New York to WCBS-TV NewYork, an upward mobile move thatbrought to WBC Program Sales

the achievement of a daily intake o$3,846 from that show on the CBSflagship alone.

Depending on what Novemberratings book you read, Douglas hadbeen performing against the flagship'sEarly Show either a length ahead(ARB) or a length behind (Nielsen),in any case Douglas is a lot youngerthan many of the stars in the bottomreaches of the pile of movies the CBSstations had begun amassing wellover a decade ago.

Out onto the road also went Fromthe Bitter End, weekly tapes hostedby chansonnier owner Fred Wein-traub and syndicated by LIN Medal-lion. The hour is taped at the WOR-TVNew York Times Square studio byCanaan Productions, which also tapOutrageous Opinions with Helen Guley Brown for King Features Tv ana station lineup.

ONTO THE ROAD

Like a bat out of a brushfire camehurtling into syndication Batmanwith 15 stations grabbing it as fasas the aforesaid bat. The show geknocked off ABC-TV March 21.

20th Century Fox Tv. selling thtwo years of the series for a fall starlined up 15 big markets straightawaprior to kickoff: wrix New YorKCOP Los Angeles, WGN-TV Chicag.WIBF Philadelphia, WNAC-TV Boston,CKLW TV Detroit, KEMO-TV San Fran-cisco, KPTV Portland, WTCN-TV Min-neapolis, KHVH-TV Honolulu, WHNII:TV Hartford -New Britain. KTNT-TV

Seattle -Tacoma, KWGN-TV Denver.WCKT Miami, and KORK-TV Las

Vegas.

NAPALM ACCLAIMED

Dow

Chemical shook up a California townwhen it tried to move a napalm fac-tory there is now being syndicated byKing Screen Productions after takingawards in European festivals fromthe Prix Simone Dubreuilh of theInternational Federation of FilmJournalists to the Grand Prix in theCracaw (Poland) Film Festival.

The producers of the Napalm halhour, King Screen Productions i

Seattle, sent the reel off on the Euro

A documentary on how


WCKT NEWS, MIAMI, GOTA NEW LOOK THE EASY WAY.

IT SWITCHED TO FULL COLOR."A lot of color sets were

being sold in our area," pointsout Gene Strul, WCKT NewsDirector. "It made good sense togo to color and boost ratings. Theswitch was easy. We gainednearly a year and a half jump onour competitors and set themarket tone. The result was adefinite audience pickup."

How did the switch go? Strulcontinues, "From a filming andprocessing point of view it was

easy. We followed Kodak'srecommendations right down theline and had no problem. Forexample, our newsfilm reportersare all journalists, most with aminimum background inphotography. We provided eachcameraman with a copy ofKodak's recommendations forshooting color. The good -qualityfilm we get tells the story.

"As for processing, our labman, Frank Broughton, follows

Kodak instructions to the letter.All chemicals are pre-packaged."

A Kodak technical expert isonly minutes away by phone toclear up any ME -4 colorprocessing/equipment problem.

SoonerorlaterallTVstationswill be in full color. Why don'tyou get a head startin your marketby contactingKodak now?It's easy.

EASTMAN KODAK COMPANYATLANTA: 5315 Peachtree Industrial Blvd., Chamblee, 30005, 404-GL 7-5211; CHICAGO: 1901 West 22nd St., Oak Brook, 60523,312-654-0200; DALLAS: 6300 Cedar Springs Rd., 75235, 214-FL 1-3221; HOLLYWOOD: 6706 Santa Monica Blvd., 90038,213-464-6131; NEW YORK: 200 Park Ave., 10017, 212-MU 7-7080; SAN FRANCISCO: 3250 Van Ness Ave., 94119, 415-776-6055

pean festival circuit last year longbefore releasing it to tv in the states;Napalm did not even premiere on anyof the stations of the producer's par-ent company, King Broadcasting,until last February 3, when it ran onKING -TV Seattle.

Aforetime, King Screen Produc-tions sold another documentary, anhour on the Delano grape strike, toNET, which ran it under the NETJournal heading on February 12. Thefilm, called Huelga!, Spanish forstrike, took an award at last year'sInternational Labor Film Festival inMontreal.

THE MOVIES

For its stations in Cincinnati andSan Antonio, Avco Broadcastingbought Paramount's Portfolio #1bundle of features, a package thatincludes Psycho and the Hepburn -Fonda War and Peace. Earlier on,Avco bought the bundle for its outletsin Dayton and Columbus.

Triangle Program Sales sold itsfeature bundle Edgar Wallace Mys-tery Theater to KVKM-TV Monahansand KZAZ-TV Tucson.

Katherine Hepburn about tomake her tv debut, talking on the setof Joseph E. Levine's Von in Winterin Bray south of Dublin in Ireland.Miss Hepburn is playing Eleanor ofAquitaine. The location take will beput in as part of the broadcast of theAcademy Awards ceremony.

Perin Film Enterprises is syndi-cating a new series called Doug Sand-ers Golf Tips, a string of golf protips, 78 of them, all in color, shot inFlorida by Robert Rohrs Enterprises.

THE DOTTED LINEHeading eastward into the sunrise

went The Big Valley, which FourStar Entertainment's John C. Hier-lihy sold to Germany, in color.

Further east, in Japan, Tokyo'sChannel 12 renewed the series, thistime in color, and so did Granada inEngland. The ABC-TV show is alsoin Australia, Argentina, Venezuela,Mexico and Canada.

In Arizona, a building outfit,Allied Homes, zeroed in on 12O'Clock High, buying the seriesdirectly from 20th Century Fox Tvfor broadcasting on KOOL-TV Phoe-nix. The single sponsor is running iton the station at 10 p.m. Saturdays.

Triangle Program Sales sold itsbundle of Auto Racing Specials incolor to WJAN-TV Canton and KPAZ-TVPhoenix.

Sandy Frank Program Salessold Jack Douglas' The Golden Voy-age series to KOOL-TV Phoenix andKOLD-TV Tucson.

Sandy Frank also sold Douglas'America! to WNHB-TV Hartford.

DWUBBA SET UP

A new picture -making outfit,Dwubba Productions, has been set upby Burt Brinckerhoff, actor and direc-tor, Jerome Kass, playwright, andDavis Weinstock II. Dwubba plans tomake tv specials, movies, and mountplays, first of which, Saturday Night,is now being staged in New York.

MONTE WALSH

CBS Films is making a movie withHal Landers and Bobby Roberts as a

baviO tucas associates 7 WeSt 46th.St. It 1-3970

Pall Mall7 -minutecigarette

FrescaCherry KijafaSalem CigarettesVolkswagenLifebuoyClairolBallantine

(rock)Canoe composing auRanGlnc a&,R aMECUM

joint venture. The picture, to be shotin '69, is called Monte Walsh; it's awestern taken from a book by JackSchaefer. Lee Marvin is going to playthe title role.

BAILY'S WICKMel Baily set up a production out-

fit called Mel Baily Productions, inNew York. First thing on the scheduleis a special on this year's karatechampionships, an event that is setfor Manhattan Center in New Yorkon April 28.

Next is a series, The Next WorldYou Hear, nine hours on extrasensoryperception, hosted by Hans Holzer.and to be shot on location around theworld.

Some of the people Holzer will tryto get in touch with are Shakespeare,Adolph Hitler, General Custer, CheGuevara, Lee Harvey Oswald, andMarilyn Monroe.

AD MAKERS

ALLAN J. HUGHES joined Tele -TapeProductions as director of sales devel-opment, a new post at the company.

HUGHES

Hughes was with CBS Radio SpotSales for 16 years, from manager ofsales presentations to manager ofclient relations. Earlier Hughes wasat NBC and ABC.

Also joining Tele -Tape was KEN-NETH ANDERSON as director of light-ing, right now working on the light-ing equipment of the company's newstudio in New York's 81st StreetTheatre.

Anderson was production managerat WHYY-TV Philadelphia throughthe past couple of years, before thatwas locations production supervisorat WGBH-TV Boston, where he wasworking since the late '50s.


111r-

ROBERT CLOUSE joined the HaboushCompany in Hollywood as a director.Clouse was a still man with CBS fora decade, and more recently was adirector with John Urie & Associatesand a producer at Young & Rubicam.Two short subjects Clouse made, TireCadillac and Legend of Jimmy BlueEyes, were nominated for Oscars.

RICHARD ST. JOHNS, a lawyer andpartner in O'Melveny & Myers in LosAngeles, joined Filmways as seniorvice president, an administrative post.

Onto a New York screening panelfor the eighth annual internationalbroadcasting awards under the chair-manship of Sam Magdoff, head ofElektra Film Productions, went eightsenior agency commercials produc-tion executives:

DON BLAUHUT of Parkson, FREDFROST of Young and Rubicam, BOBMARGULIES of Bates, NORMAN

MATHEWS of Dancer -Fitzgerald -Sam-ple, MANNING RUBIN of Grey, DA's'

STERN of McCann-Erickson, AL TENNYSON of J. Walter Thompson andSAM ZURICH of N. W. Ayer.

joinedCenter of New York as an accountexecutive, after a stretch at ReevesSound Studios as director of sales.

OYEN

Earlier Oyen was a cameraman atWPIX New York and a producer atKGNC-TV Amarillo.

REED SPRINGER joined EUE/ScreenGems on the Coast as a director. Forthe past decade he had been a pro-ducer at the Los Angeles branch ofYoung & Rubicam.

JOE HORNSBY, music director at

Advertising Directory of

SELLING COMMERCIALS

Anheuser Busch "Busch Beer" Gardner Adv.

PACIFIC COMMERCIALS, Hollywood

Elmer's Glue -All Conahay & Lyon

FILMEX, INC., New York

British Sterling The Marschalk Co.

THE TVA GROUP, INC., New York

Ford -Tormo 1. Walter Thompson

VIDEOTAPE CENTER.

Bur y 1 Walter Thompson

PAUL KIM & LEW GIFFORD. New York

General Electric "Bob Gibson" BBDO

PGI PRODUCTIONS. INC.. New York

Commercial Credit Corp. W. B. Boner

SANDLER FILM COMMERCIALS, INC., Hollywood

Hollywood Diet Bread lone Adams Aovertising


BBDO for the past couple decades,joined up with Laurie Productionsto keep on writing music for ads anddoing some selling.

Hornsby's hand is on Schaefer Isthe One Beer, Dodge Boys, Tareytonthe Taste Worth Fighting For.

HOWARD P. GIORDANO joined Video-tape Center of New York as anaccount executive. At Doyle DaneBernbach the past five years as an

GIORDANO

account executive; on Heinz and Gen-eral Mills, and now and then on

RALPH KESSLERTOM ANTHONY

IDEAS IN MUSIC LTD.19 E. 53 ST.,

NEW YORK 10022PL 3-8313

Volkswagen, Levy's, Rival, Cracker-jack and Barton's, Giordano beforethat was with Erwin Wasey on Pur-settes, Ayds, Italian Balm, Rose'sLime Juice and Holland Cheese.

Earlier, Giordano was at De Gar-mo, McCaffery on Hasselblad, Bolex,American Home (test products) andReed Candy.

RUBIN SHAPIRO and Howard Schal-ler joined Van Praag Productions assales representatives.

JIM CRUM joined KPIX San Fran-cisco as a producer and director aftera stretch at WCAU-Tv Philadelphiawhere he produced some 35 docu-mentaries.

BRADFORD C. STEWART joinedReeves Sound Studios as sales rep-resentative. Stewart had been withanother division of Reeves Industries,the Bergen Wire Rope Company.

Wilding Tv in Chicago promotedits general manager, LEO J. CASSET-TARI, to a vice presidency. He joinedthe industrials part of Wilding 12years ago, moved to the tv commer-cials wing four years ago.

A Wilding industrials director, ROB-ERT D. CURRAN, moved to the commer-cials wing. Before joining Wilding in'61 Curran worked as a producer, adirector and a choreographer at CBS -TV and ABC-TV.

On the Coast, ROBERT CHENAULT,a producer and director, joined Wild-ing Productions. He ran his own out-fit, Chenault Productions, which heset up a year ago after leaving VPIof California where he had been exec-utive producer.

JOHN F. HIGGINS, a sound mixer,joined Manhattan Sound Studios.Higgins was chief recording engineerat United Recording Laboratories thepast six years.

Before that he was a mixer atReeves for 11 years and mixer at theUnited Nations where he taped Secur-ity Council and General Assemblysessions.

At the end of World War Two heworked in the OSS Film Unit tapingevidence for the Nuremberg Trials.

NORMAN ROTHOLZ joined Executel,the outfit that circulates commercialsto agencies for keeping -up purposes.

DIRECTORS AND TAPEThe Directors Group hooked up

with Videotape Center of New Tu rkto make all the tape jobs the -ix

directors in the Group may _et

assigned.Ben Gradus, Johnny Ercole, 1till

Garroni, Phil Landeck, Joe Bolognaand Fred Raphael make commercialsand industrials and government filmsand Raphael makes the Shell Wonder-ful World of Golf series each year aswell. Ben Gradus is also working ona film version of Frank Loesser'sMost Happy Fella.

The Videotape Center deal is ex-clusive in both directions: now thecenter is no longer an open house toany other film houses. The deal is

formalized with a hyphen, DirectorsGroup -Videotape Center, Inc.

CO-OPERATION lr;

Henry Trettin and Jack Goldsmithof PGL Productions went to BobGaffney over at Seneca Productionsand got Bob to work with them inmaking a 70 mm movie on the Seal.Teams, the U.S. Navy's once-secrecommando outfit.

Trettin and Goldsmith and Gaffneplan to spin a tv series out of themovie once it's completed. The wide-screen feature will be distributed byone of the majors.

Seneca recently picked up all thassets of the Nassau (Bahamas) Film,Center and Seneca International andSeneca Productions. Seneca Interna-tional has the U.S. and Canadian dis-tribution rights to Kurosawa's Yojinl=bo and Louis Malle's Zazie.

NEWELL E. ALEXANDER joined Keitz& Herndon in Dallas as an art direc-tor. Alexander was with Tracy -Locke .!

agency in the same town the past two'years.

Before that he ran a design studiohe owned in Houston for three year-.

PALIUS


t.arlier, he drew for Middaugh Asso-;iates in Houston for three years.

KENNETH M. PALIUS joined the3erkey-ColorTran division of BerkeyPhoto as vice president. Palius work -

for ABC-TV the past 19 years, theast two of them as tv technical super-, isor, and 13 as lighting director.

BOHJALIAN MOVES

ARAM BOHJALIAN joined J. M.\lathes as vice president and director,f radio/tv commercial production.

He was formerly manager of artand radio/tv production at Foote,Cone & Belding in New York. Earlier

BOHJALIAN

was a producer and art director atBenton & Bowles. Before that Bohjal-ian was at Talent Associates and wasvice president and general managerof Peter Rotondo, Inc.

HANK SABIAN went from the tvproduction department at ErwinWasey, Inc. in New York to ClintonE. Frank, Inc., in the Frank agency'sCreative Communications Develop-

Advertising Directory of

SELLING COMMERCIALS

Homelite Chainsaws Soderberg & Cleveland

KING SCREEN PRODUCTIONS, Seattle

M&M/Mars, Inc. Ted Bates

t +..14

,. ..

rr

4IteELEKTRA FILM PRODUCTIONS, INC., N. Y.

Hunt Foods & Industries Young & Rubicam

FILMFAIR, HOLLYWOOD

Mennen -Formula 29 Warren, Muller, Dolobowsky

COLODZIN PRODUCTIONS, INC., New York

Kinney Shoe Corporation Frank B. Sawdon

WCD, INC., New York

Neuhoff Brothers Packers Don Kemper

JAMIESON FILM COMPANY, Dallas

Luden's The Philadelphia Agency

GRYPHON PRODUCTIL^NS, INC., New York

Ohio Bell Telephone The Marschalk Co.

PELICAN TAPE PRODUCTIONS, INC., N.Y.

SABIAN

I' Television Age, February 26, 1968 39

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five years later went over to KFDA-Tv SOMETHING DIFFERENTAmarillo.

ITC, Independent Tv Corp., sentRONALD PHILLIPS up from productioncoordinator to a new post, director

PHILLIPS

of production and program services.Phillips joined the company in '64,

after four years at NTA as directorof technical operations and five yearsas a production supervisor at CBS -TV before that.

NORMAN T. ROSS joined Trans -LuxTv as national film print co-ordina-tor for both the tv company andTrans -Lux Distributing.

The past three years Ross was headprint booker at Embassy Pictures,and before that was at ColumbiaPictures for 11 years in booking andin sales accounting. Earlier he waswith Brandt theatre chain for fouryears.

GENE PLOTNIK left King Featureswhere he directed creative servicesthe past six years to join Joe Wol-handler Associates as vice presidentand creative director.

Plotnik on the side did the pro-motion for the TFE exhibits at theNAB yearly conventions through thefirst four years of the event.

Screen Gems sent JERRY CITTLE-MAN from the commercials businessto the syndication business, movinghim to administrative assistant toDan Goodman, vice president incharge of syndication sales, fromEUE/Screen Gems where Gittlemanhad been divisional controller sinceearly '67.

Gittleman joined EUE/ScreenGems in '62, after five years withKingsley International Pictures.

'Distortion and oddity alone arenot enough," said Chuck Jones, healof the MGM animation department.in a recent talk.

"I had an idea recently . of doingsomething really:different. I was jutgoing to pour egg yolks over- blackvelvet and then drop lighted fire-crackers into the field, using a 390degree u-2 lens shot from a distanceof seven miles.

"The camera lens would be thecrystallized pancreas from a wombat.;First time this has ever been done.And it has all the meaning that ac-companies being the world's firstmother to swim twice around the Isleof Wight."

MONTREUX ROSE

The Golden Rose of Montreux fes-tival, for variety programs whateverthe source, will take place in the Swi-.town on Lake Geneva from April 25to May 2.

The news is that this year colorprograms can be submitted; the eventwas limited to monochrome entries in

the recent years, but now it's open tocolor since color has come in Europe.

Hors de contours, there'll be a

judging of experimental and chil-dren's program as well. Jury for thewhole show will be headed by Jacquesi,Bernard Dupont, general manager ofthe ORTF in France, with John F.White, president of America's NET,and Istvan Tompe, president of Hun-gary's tv system, as vice chairmen.

The impressionists"The most exciting, effective

and believable advertising to-day is based on the impression... An impression of the prod-uct, a piece of informationabout it or a new way of look-ing at it has been communicated... Since it is not an argument(as most early tv ads were) thereaction to it is not a counter -argument ... credibility is notan issue."-John E. O'Toole,creative director of Foote, Cone& Belding, Chicago, addressingthe Tucson Advertising Club on"The Creativity Gap in Adver-tising."


Wall Street ReportThe hot color tv potato. Theeconomists, in their analysis of theoutlook for 1968 are still treatingthe color tv industry as a hot potato.The fact that color set sales weresomething of a disappointment lastyear is disturbing to them while atthe same time it is clear that the mar-ket for color sets is enormous.

It's estimated that only 25 per centof the nation's 58 million tv homesare viewing a color set. The wholeidea of a strong revival of public in-terest in color sets received some sup-port in January when color set salesat the distributor level rose 30 percent over the comparable period in1967.

Since the inventories of the colorsets were generally reduced during1967 the manufacturers are now inan anticipatory mood, expecting con-sumers and retailers to maintain theirbuying mood. While it is generallyagreed that virtually all tv set makersshould benefit from any buying pick-up, there is a definite feeling in thefinancial community that Magnavoxis the company that should reap themost benefits from the trend.

Orders jump 20 per cent. Mag-navox in the final quarter of 1967

Last year, profits equalled $2 pershare compared with $2.25 per sharereported in 1966. But for 1968, thesharp -pencil estimators of Wall Streetfigure the company can earn $2.50per share, a 25 per cent jump inearnings over the 1967 performance.

Common selling for $37-38. TheMagnavox common has been sellingat a price of $37-38 per share up tomid -February. That represents aprice -earnings ratio of slightly over15 times earnings. Traditionally Mag-navox has been selling at a p -e ratioof better than 20 to 1.

This is the explanation for the1968 performance in which the earn-ings are expected to show a sharpimprovement. Observers apparentlyfeel the traditional yardsticks will bereasserted and that Magnavox willjustify a price at least 20 per centabove its present market level. Thehigh point of the market was $621/2per share.

In all discussions about Magnavoxhowever, one thing must be kept inmind above all others. The companyis the creation and masterwork ofFrank Freiman, chairman and chiefexecutive officer.

He is also the major stockholder

Five-year Summary of Magnavox, Inc.1963 1964 1965 1966 1967

Sales (millions) $175 $227 $333 $456 $464Earnings per share 770 940 $1.50 $2.25 $2.00Dividends 380 450 500 760 800

was experiencing a 20 per cent jumpin orders for consumer electronicsitems, a trend that continued in thefirst weeks of 1968. Undoubtedlysome of the order flow of last yearrepresented an attempt by retailersto get orders in before the price in-creases announced October 2 becameeffective across the board.

Since Magnavox as a set makerconcentrates in the higher pricedlines, it suffers less from higher wageand material costs and benefits some-what more when it is necessary to in-crease prices. Thus it is assumed thatif the forecasts work out, Magnavox,which experienced a decline in prof-its in 1967, should enjoy higherearnings in 1968.

and therefore plays an important rolein the company's success. As yet therehas been no evidence that Freimanhas built up an organization or ateam of men . who would be able tostep in and replace him at a mo-ment's notice.

Unique distribution set-up. Thisis a critical element in the company'soutlook because its great strength isthe unique distribution organizationwhich Freiman has created. Magna-vox sells tv sets, phonographs, radiosand furniture.

The sets account for about 47 percent of total volume with radios andphonographs accounting for 19 percent, furniture 10 per cent and in-

dustrial products for the remainder.It distributes these consumer itemsthrough a network of dealers totaling2400 franchised dealers with some3800 outlets.

It has its own sales force of 175people, each man held responsiblefor a particular region. Conventionalindustry practice is to sell throughindependent distributors.

Buys color tubes outside. Mag-navox is distinctive in one respect inthat it does not produce its own colortv tubes but buys them from the othermanufacturers, particularly Westing-house and Sylvania.

Magnavox has become one of thenation's major furniture producersthrough its acquisition of cabinetplants. This development has en-couraged it to explore the home fur-nishing business.

Has government contracts, too.-The company also does a substantialamount of research and developmentwork for the Government. These areprimarily military projects.

It also has developed a devicecalled Magnafax which transmits andreceives documents over regular tele-phone circuits. The sets are to bemade and sold by Xerox under alicense from Magnavox. The first ofthese units should be on the marketsometime in 1968.


COUNT ONKOVR

FOR ACTIONSACRAMENTO

STOCKTON

CALIFORNIA

You can expect sales to reallystack up in the vital Stockton -Sacramento market when you buytelevision station KOVR. AndKOVR makes this $5.30 billionmarket easy to reach. Reason?McClatchy's expert know-howand unexcelled farm and localnews coverage. Plus the bonus ofhigh -rated ABC shows and vi-brant community service pro-grams.

With this team, this marketshines.

So let your self grow, inone of America's fastest grow-ing markets.

Data Source: Sales Management's 1967Copyrighted Survey-Effective Buying Income

McCLATCHY BROADCASTINGBASIC ABC AFFILIATE REPRESENTEDNATIONALLY BY KATZ TELEVISION

Spot (Continued from page 45)

will be used in from 60 to 70 majormarkets. Buying is Irwin Neadel.

American Home Products, Inc.(Clyne -Maxon, Inc., N.Y.)The Whitehall division is testing a newproduct, POWERIN, an extra strengthheadache remedy. A six -week buy brokeFebruary 19 in Charleston and severalother markets. Buying is Gary Carr.

Avon Products, Inc.(Dreher Advertising, Inc., N.Y.)Supplementing its full -year spot buy,this company has an eight -week primetime schedule breaking March 18. Prime20s will appear in the top 53 markets atthe rate of two spots per week. Buyingare Molly Tappan and Sandra Ogrean.

Beechnut Inc.(LaRoche, McCaffrey & McCall,

Inc., N.Y.)A ten -week buy for TETLEY TEAbreaks at issue date. Day, fringe, andprime 30s will be used in about 36selected East Coast markets. Buying isRon Winnerman.

Bishop Industries, Inc.(Spade & Archer, Inc., N.Y.)This company is introducing PLUSWHITE PLUS, a new product describedas "a toothpaste and mouthwash allin. one." An initial six -week spotschedule breaks the first week in March.Fringe and some day minutes will carrythe message in New York, Baltimore,Washington, and Philadelphia. Buyingis Johanna Hough.

Carter -Wallace, Inc.(SSC&B, Inc., N.Y.)Commercials for ARRID EXTRA DRYwill be in the top 100 markets throughMarch 31. Fringe and day minutes and30s are being used to reach women.Buying are Gene Brady, Mike Raymond,and Peter Wolfe.

Chesebrough-Ponds, Inc.(Norman, Craig & Kummel, Inc.,

N.Y.)An introductory buy for CUTEXMANICURIST breaks March 4. Fringe 30swill carry the message in an initialfive -week flight in about 40 markets.Pat Del Grosso buys.

Coca-Cola Co.(Marschalk, Inc., N.Y.)Three-week flights break March 18 and

Reps join forcesAn association of interests

was announced by Weed Radioand Television and WaltonBroadcasting Sales Corp.

Walton assumed responsibili-ty for Weed interests in theMidwest, and Weed will handlesales for Walton Broadcastingin the East.

Buyer's ChecklistNew Representatives

KOTA-TV Rapid City, S.D., namedNational Television Sales, Inc., itsnational sales representative, effec-tive immediately.

Network Rate Increases

ABC-TV:WTOC-TV Savannah; Ga., from $400

to $450, effective July 29, 1968.KTXS-TV Sweetwater, Tex., from

$225 to $275, effective August 1,1968.NBC-TV:

'wttts-Tv Bluefield, W. Va., from$350 to $400, effective August 1,1968.

wtcn Champaign, Ill., from $175to $225, effective August 1, 1968.

WIS-TV Columbia, S.C., from $650to $700, effective August 1, 1968.

WPSD-Tv Paducah, Ky., from $600to $700, effective August 1, 1968.

Station Changes

KFBB-TV Great Falls, Mont., andwcca-Tv Charlotte, N.C., are new af-filiates of the ABC Television Net-work.

KSAT-TV are the new call letters ofKONO-TV San Antonio, Tex.

WAKR-TV Akron, Ohio changedfrom channel 49 to channel 23, in-creased its power to 1290 kw andits tower to 1000 feet.

April 29 for MINUTE MAID FROZENORANGE JUICE. Fringe minutes willbe used primarily in 40 selected markets.Buying is Vera Barta.

Continental Baking Co., Inc.(Ted Bates & Co., Inc., N.Y.)Commercials for MORTON'S FROZENFOODS will be in the 35 top marketsthrough June 2. Day and fringe minutesand some piggybacks are being used.Helen Grady is the contact.

Corn Products Co.(Dancer -Fitzgerald -Sample, Inc..

N.Y.)This company's Best Foods divisionplans a 41 -week buy for SPIN BLENDto break at issue date. Day, prime,and fringe 30s will be used in Boston,Rochester, Lincoln, Neb., Minneapolis,and Duluth. Dave Duffy buys.

Corn Products Co.(Lennen & Newell, Inc., N.Y.)An eight -week test flight breaks March 4for UNIT FABRIC FINISH. The newproduct, which originally entered testmarkets last June, will use day30s in 13 selected East and West Coastmarkets. Buying is Francine McFarland.

Economics Laboratory, Inc.(Warwick & Legler, Inc., N.Y.)This company will renew buys forELECTRA SOL in six markets and addtwo new markets, Memphis and Little


4G Television Age, February 26, 196

One Seller's Opinion . . .

A CASE FOR PROFESSIONALISM

In our haste as sellers to secure for our stations the biggest portionof an advertiser's budget, we tend to lose sight of our basic responsibility.So, too, do buyers, who fight for recognition by their respective agenciesfor having produced the most efficient advertising schedules.

As I see it, this responsibility is the same for all of us-to get thebest possible schedule for a given client, so that he can sell his product.For as surely as today will be yesterday tomorrow, the more productthe client sells, the more dollars he will allocate for advertising, and themore money agency, rep, and station can earn.

This responsibility, it seems to me, could be far better met if thecurrent petty relationships between buyer and seller, seller and seller,and buyer and buyer, were replaced by a more responsible attitude onall fronts.

Wouldn't it be a refreshing change, for example, if the seller-buyerrelationship could become one of mutual trust and respect instead of oneof mutual cynicism. Sellers would no longer offer hooker spots in orderto be sure of an order, and buyers would relinquish that Napolenic atti-tude fostered by the feeling they control their client's money.

Double talk, weak, floundering excuses, and outright falsehoods onboth sides of the desk, would be replaced by knowledge, facts, and intel-ligent judgement, judgement based on the latest available data and sup-ported by a reasoned rationale.

Improvement in the competitive interaction among sellers competingfor the same buy is also needed if we are to earn the respect of thebuyers with whom we do business. Cut-throat use of half-truths, distor-tions of fact, and innuendos in a negative sell, to get the business awayfrom another salesman, hardly enhances our image as a group. If wespent less energy berating sales pitches made by our colleagues, anddevoted more effort to a positive presentation on behalf of our ownstations, backed up by honest persuasive arguments, we would eachhave more time to do what we're paid to do-sell. Rebuttal of statementsmade by other sales reps have little if any relevance furthermore, tothe media value which my station is delivering and they don't helpthe buyer to make the efficient buy he's aiming for.

Just as the seller -seller relationship needs improving, so does therelationship between buyer and buyer. There is little professionalisminvolved-and not much self-respect either, for that matter-when twobuyers haggle over whether one schedule or another is better for apiggyback buy. Meanwhile, the station is kept waiting for film andinstructions, endangering the smooth execution of the buy, and therebyhindering rather than enhancing the success of a client's campaign.

What about the buyer who brags to his colleagues of how he gotstation X to go off rate card, or the buyer who dishonestly reports toother buyers special deals he supposedly received? This petty pitch forrecognition, which often encourages other buyers to seek the same"deals," can only increase mistrust between buyer and seller.

Only as each of us-seller and buyer-adopts a more professionalattitude, a deeper respect for the thing we are both trying to accom-plish, indeed, a code of ethics, will we be able to fulfill our respectiveroles and earn each other's mutual respect.

GO FIRSTCLASS WITH

KMJ TVFRESNO CALIFORNIA

Get a firm hold on the Nation'sNumber One agricultural incomecounty. Put your message onKMJ-TV. Reap the benefits ofKMJ's first class skills, first classequipment, the finest in depthreporting of local news and high -rated NBC network shows. GoKMJ, Go first class.

Data Source: SRDS, January, 1968

McCLATCHY BROADCASTINGBASIC NBC AFFILIATE REPRESENTED

NATIONALLY BY KATZ TELEVISION


j

Put themiddleof themitten

in the palm of your hand

WILX-TV1. More efficient distribution of circula-

tion.2. Dominates southern half of circula-

tion. (Lansing and south)3. Puts more advertising pressure where

it's needed most.4. Gets you more complete coverage with

less overlap.WI LX -TV

1048 Michigan National TowerLansing, Michigan 48933- FGresenttl b,

RADIO TELEVISION BALES, INC. 68

Who

cares about

Bertha Cloptonof

Winterset, Iowa

Media PersonalsPEARLSTEIN joined Carson/

Roberts/Inc., Los Angeles, as amedia supervisor. He was formerlyassociate media director with Papert,Koenig, Lois, Inc., New York.

KAY M. MORRISON joined ErwinWasey, Inc., Pittsburgh, as a mediaplanner. She was formerly withBotsford, Constantine & McCarty,Inc., Los Angeles.

GERALD GREENBERG, formerly a

media supervisor, was named a vicepresident and media director at TedBates & Co., Inc., New York.

PAULA REECE joined Cohn Adver-tising, Inc., Houston, as media di-rector.

JOEL DAVIS joined Marschalk, Inc.as a media director. He was former-

ly media director at Fletcher Rich-ards, Inc., New York.

LAWRENCE R. COLE and MICHAELDREXLER, associate media directorsat Ogilvy & Mather, Inc., New York,were elected vice presidents.

J. DOLAN WALSH and HARVEY E.DIEKROECER, formerly media super-visors, were appointed associatemedia directors in the St. Louisoffice of the D'Arcy Advertising Co.GERALD P. BRANSON and TIMOTHY C.FINNEY were promoted to seniormedia buyers.

WILLIAM F. ROACü, vice presidentand director of researoh for Erwin-Wasey, Inc., Pittsburgh, assumedadditional duties as media director.


Rock. The schedule, which breaks atissue date will use day, fringe, andprime minutes for 13 -weeks. Joe Hudackis the buyer.

Famous Writers, Artists,Photographers School

(Victor & Richards, Inc., N.Y.)A seven -week buy for this companybreaks at issue date. Day weekend, andlate fringe w-ekday 15 -minute spotswill appear in 30 selected markets.Buying in Bocky Burroughs.

A very good year?What will happen to tv this

year? A newsletter from Need-ham, Harper & Steers says vhftelecasting will continue as themajor mass audience device andthat although catv will becomemore widely available, its futureas a major programming facil-ity is dubious.

This year will bring an in-crease in the number of multi -set homes. NH&S mentions peo-ple with three, even four sets.

Commercial formatting, thenewsletter states, will undergostriking changes. "Thirty-sec-ond commercials will probablybecome the standard of mostpackage goods advertisers."NH&S also predicts customizedcommercials of 90 or 120 -sec-ond lengths.

Last but not least the news-letter sees public tv as no majorthreat to commercial facilities.

Firestone Tire and Rubber Co.(Sweeney & James Co., Cleveland IA two-week flight for FIRESTONE TIREbreaks March 10. Men are the targetof minutes and 30s primarily in early 1

and late fringe news spots, in 100markets. Mike Buzzi buys.

General Foods Corp.(Benton & Bowles, Inc., N.Y.)A three-week flight for PIZZA STICKSbreaks at issue date. Fringe and primeminutes and 30s will be used inIndianapolis, and Albany-Schenectedy-Troy. Joel Scher is the contact.

General Foods Corp.(Grey Advertising, Inc., N.Y.)Three and four -week flights for YUBANCOFFEE break at issue date andMarch 4. Women are the target ofprime and fringe 30s and fringe minutesin 20 selected markets. Buying isJohn Spencer.

IN SIOUX CITY IOWA

CNNNEI 1

a IllCg -awatt of

One Million Watts of Sales PowerRepresented by National Television SalesBob Donovan, General Manager


Profileunlike many advertising newcom-

ers who accidentally stumbleinto media on their way to hoped forjobs in account management or copyproduction, Tom McCabe, Benton &Bowles associate media director,knew what he wanted, headed straightfor media, and has been happy withthe choice ever since.

McCabe, it should be noted, hadan advantage. He was familiar withagency operations and knew what themedia function entailed before hebegan, a knowledge many peoplefresh out of college confess theylacked.

"Before I went into the service,I worked for a newspaper rep andthen for a television rep," he ex-plained. "It was at that point that Ibecame interested in advertising. Iknew that when I returned from theservice I would go into some phaseof agency work."

Why did he focus on media? Forone thing, McCabe feels media playsa key role in agency operations. "Me-dia is really the guts of agency busi-ness," he said. "It's the area mostclosely related to the basic functionof any agency-getting products sold.

Not only is media department re-sponsibility impressive, McCabe feels,but he sees added value in the factthat its personnel are more directly

TOM McCABE

in touch with what's happening inthe real world of the marketplace.

"Media people tend to live more inthe real world," he noted. "We relymore on our performance and thecontribution we can make to a client'smarketing success."

Why then are so many more peopleattracted to other areas of agencywork? "I think a lot of people areattracted particularly to accountwork because they're preoccupiedwith the glamor of agency business,"he said.

"Too many people looking for aquick rise to the top are surprisedwhen they learn there's a great dealof very routine work involved in be-ing an assistant account executiveand that it isn't all that exciting."

For McCabe, the most exciting

part of advertising is seeing a suc-v-sful schedule well executed, being

in on the sell which advertising is

meant to achieve.With that in mind, he took a job

eight years ago as a media traineewish Wm. Esty Co. and worked eve-nings toward a degree in marketingat New York University. After twoyears with Esty and four as a buyerwith Lennen and Newell, he becamea buyer at Benton & Bowles, wherehe is today an associate media direc-tor.

In the past eight years, McCabefeels, his conviction about the im-portance of the media function hascome to be shared by an increasingnumber of clients and agency per-sonnel.

"Agency media departments aremore directly involved in dealingwith clients," he said, "and mediapeople have more contact with clientstoday than ever before. Clients havecome to realize that an agency's me-dia department can make a real con-tribution and they often insist themedia men be included in agency/ -client meetings.

"As a result, the buyer's job hasbeen upgraded in terms of salary,prestige, and client participation. Heis today a full partner with the ac-count group in dealing with clientsin most cases."

General Foods Corp.(Ogilvy & Mather, Inc., N.Y.)A six -week schedule for GREAT SHAKESwill be in from 37 to 41 top marketsthrough March 31. Day and fringe 30sand piggybacks are being used. Buyingare Peter Mitchell and Jeff Gilbert.

General Foods Corp.(Young & Rubicam, Inc., N.Y.)A six -week schedule for AWAKE breaksat issue date. Early and late fringe30s and piggybacks will be used in 50major markets. Buying is Julio Buonafede.

Hill Packing Co.(Allen, Anderson, Nieleld, &.

Paley, Inc., Chicago)Commercials for HILLS DOG FOODwill be in 20 Midwestern markets throughnext September. Minutes will carry themessage in day and fringe segments.Buyer is Steve Back.

Lehn & Fink Products Corp.(SSC&B, Inc., N.Y.)A six -week buy for LYSOL TOILETBOWL CLEANER breaks at issue date.Prime and late fringe IDs will be usedin about 43 major markets. Buying areBill Lage and Bill Hogue.

Lever Bros. Co.(Doyle Dane Bernbach, Inc., N.Y.)A three-week flight for BREEZE breaksMarch 10. Fringe minutes and 30s willbe used in about 25 major markets.Tom Franken is the contact.

Liggett & Myers Tobacco Co.(I. Walter Thompson Co., N.Y.)March 3 is start time on a full yearbuy for LARK CIGARETTES. Prime20s and some fringe minutes will be usedin 25 major markets. Buying is Leni Salz.

Magnavox Co.(Kenyon & Eckhardt, Inc., N.Y.)This company is contemplating a six -weekbuy to break April 1 as a follow-upto its spring print campaign. A nationalbuy in 25 markets will use prime andearly and late fringe 30s in newssegments, unless company decides to letdealers buy tspots themselves, locally.John Jacobs is the contact.

National Biscuit Co.(Ted Bates & Co., Inc., N.Y.)Commercials break at issue date forMIX & EAT CREAM OF WHEAT.Early and late fringe 30s will appearin about 25 markets for six weeks. ArtCatalenello is the buyer.

National Biscuit Co.(Kenyon & Eckhardt, Inc., N.Y.)A five -week flight breaks at issue date forTEAM FLAKES. Fringe and primeminutes and 30s will be used in 30major markets. Buying is Gene Petrik.

Norwich Pharmacal Co.(Compton Advertising, Inc., N.Y.)First quarter activity for TRIACTIN iscurrently in about 68 major markets.Day and fringe minutes and 30s arebeing used through early April. Buyingis Jim Jowett.

Perk Foods Co.(Stern, Walters & Simmons, Inc.)Spring activity breaks March 15 forVET'S DOG FOOD. Day, fringe, andprime IDs will be used in about 30selected markets. Buying is Kay Collins.

Philip Morris, Inc.(Wells, Rich, Greene, Inc., N.Y.)This company is introducing a newcandy product, COFFEE CRISP, witha nine -week schedule beginning atissue date. Fringe minutes and prime20s will be used in Cincinnati and a fewother markets. Ethel Melcher is



Spot ( ontinae,I from page 50)

Uniroyal, Inc.(Doyle Dane Bernbach, Inc., N.Y.)A seven -week buy for UNIROYAL TIRESbreaks March 3. Men will be the target ofearly and late fringe minutes andprime 20s in 50 markets. Werner Zieglerbuys.

United Vintners, Inc.(Honig -Cooper & Harrington,

San Francisco)March 6 is start time on a 13 to 19 -weekbuy for ITALIAN SWISS COLONYWINE. Late fringe minutes will carrythe message in 51 markets, includingAlbany, Boston, Buffalo, Cleveland,

Columbus, O., Denver, Colorado Springs,Fresno, Hartford, New Orleans, Houston,Phoenix, Providence, Seattle, and SanDiego. Buying is Diane Van Keuren.

Volkswagen of America, Inc.(Doyle Dane Bernbach, Inc., N.Y.)March 4 is start time on an eight tonine week schedule for VOLKSWAGEN.Men will be the target of fringe minutesand prime 20s. Buying is Werner Ziegler.

West End Brewing Co.(Wells, Rich, Greene, Inc., N.Y.)March 4 is start time on a buy forUTICA CLUB BEER. The full -yearschedule will use early and late fringeminutes and 30s and prime 30s and 20sto reach men in 12 East Coast markets.

UPSTATE MICHIGA .

OPSTATE MICHIGAN'CHIflAN

,útliliHiA COOL

'$1,214,015,000 in Consumer SpendableIncome in the 35 counties whereWWTV/WWUP-TV is the dominant CBSstation. Source: SRDS.Audience measurement data are estimatesonly, subject to defects and limitations ofsource material and methods.

JñeYelyeA,SPIedin,14RADIO

WAIO KALAMAZOO RATTLE CREEKWIFE GRAND RAPIDSMEN GRAND RAPIDSKALAMAI00WWTV.EM CADILLAC

TELEVISIONWRI0.71, GRAND RAPIDS. KALAMAZOO

WWTV/CADILLAC TRAVERSE CID,WWUP-TV SAULI STE. MARIE

AOLN-TV LINCOLN, NERKASRAIAGIN-TV GRAND ISLAND, NCR.

wwTv/ wwvp-TvCADILLAC-TRAVERSE CITY / SAULT STE. MARIE

Avery-Knodel, Inc EKdusive Notional Representatives

Nick Langone is the contact.

Williamson-Dickie Mfg. Co.(Slesar & Kanzer, Inc., N.Y.)March 10 is break date on a buy forMEN'S SLACKS. Prime 30s will carrythe message in 26 Southeast andSouthwestern markets. Cathy Jacksonis the contact.

Jerry Goldstein, formerly vice presdent and director of advertising foíTransogram and Deluxe Topper, became president and chief executiveofficer of M. A. Henry Deluxe GameCorp.

William D. Munro joined Spade &Archer, Inc. as Marketing director.He was formerly a marketing execu-tive with LaRoche, McCaffrey & Mc-Call, Inc.

Jack Remington has been named gen-eral manager of WDAF-TV KansasCity, Mo.


1

RB (Continued from page 25)

ranged in 36 markets. However,actically all remain in the top 50.iichita, which was 50th in '66, came

52nd in '67.The 50 -market win -place -show corn-irison compiled by CBS shows ariking change from this season toet. Excluding ties, the '67 lineup of*ding affiliates is as follows: ABC,

CBS, 39; NBC, 4. The previous;ar it was this way: ABC, 7; CBS,I; NBC, 26.While TELEVISION AGE did not ana-ze affiliate standings last season, itid so during the three precedingmasons. including both the fall andtring figures for the 1964-65 season.his provides comparisons, therefore,it the following ARB reports -farch, 1964; November, 1964;(arch, 1965; March, 1966 andovember, 1967. The last period isat quite comparable to the first fournce the latter covered three -stationlarkets only, but a comparison mayill be of interest.Here, then, are the percentage

Pares of leading affiliates for eachetwork as tabulated from metrotare figures and covering the totalay:

BCBS

M.64 N-64 M-65 M-66 N-678.0 9.5 11.9 14.9 4.8

68.0 54.0 49.3 51.7 68.328.0 46.0 49.3 33.3 31.7

Note that CBS led in every report,wept March, 1965, when it was tiedIr first with NBC. Note also the ABCrop in the last report. Here areimilar percentage figures for prime -me, again using metro shares:

M-64 N-64 M-65 M-66 N-67,BC 20.0 39.7 37.3 21.2 3.8BS 54.0 9.9 10.4 37.6 76.9BC 32.0 57.1 59.7 41.2 26.9

As can be seen, CBS led in therst and last reports while NBC led9 the middle three. Also quite appar-nt is the CBS recovery from the964-65 season and the ABC decline.om that season. Finally, here arebe early evening metro share corn-arisons (late evening was not studiedn the first three reports) :

M-64 N-64 M-65 M-66 N-6720.0 12.7 17.9 17.4 9.636.0 36.5 41.8 33.7 38.544.0 52.4 41.8 48.8 55.8

BC.BS(BC

Here the persistfhich shared firsthG spring of '65.The tabulation

ent leader is NBC,place with CBS in

of the 20 stations

with highest shares makes certainpoints apparent at once. First, theleading stations tend to be in smallermarkets where competition is lesskeen because the number of com-petitors is smaller compared withlarger markets.

Second, where one or two v's com-pete with u's, the former have a built-in advantage. Third, in hyphenatedmarkets the station or stations locatedin the larger city or cities likewisehas a built-in advantage.

This can be seen in the broadcasttop -20 category - share of homesreached in the total survey area forthe total day among all network affili-ates. The top three stations-WNBF-TVBinghamton, N.Y.; w1S-TV Columbia,S.C., and WSFA-TV Montgomery, Ala.-are vhf outlets competing with twouhf stations.

The fourth in rank-wBTv Char-lotte, N.C.-is one of two v's battlingtwo u's. And No. 5-KOLN-Tv Lin-coln -Hastings -Kearney, Nebr.-is inthe larger of the two metro areascomprising the market (Lincoln has53,600 tv households, while Hastings -Kearney has 30,200).

Of the 23 stations in this "top -20"list (the three additional are account-ed for by ties), 14 are in intermixedmarkets (In the other lists the ratioof intermixed markets is almost asgreat). It may be of passing interestthat of the five leaders previouslylisted, three are CBS affiliates andtwo are NBC.

While stations scoring well in totalsurvey area rankings are also likelyto do well in metro rankings, thetotal day figures show there are morethan a few exceptions. Of the 21 lead-ers in the metro rankings, fully athird do not appear in the total arealist.

One of them-wDAY-Tv Fargo, N.D.-ranks ninth in the metro list. Thisis due to its strength in fringe timewhen network affiliation means less(the station is an NBC outlet), amajor factor in the variations shownin the top -20 lists.

It is in fringe time that the moredramatic share figures turn up. Thehighest figure registered - an as-tounding 86 per cent -is scored byWSFA-TV Montgomery, Ala., in theearly evening/total area list and bywNBF-TV Binghamton, N.Y., in thelate night/total area ranking.

Two other stations with shares in

Beingnumber onemakes us

a tough actto follow.

That's the problem other stationsall over the country have been facedwith. For many years they've hadto do just that. Follow us.but just take for an example ourNovember Ratings (ARB)*. Theygive us the highest metro shareof audience of any station in thecountry's top 50 television markets- 56%. The same ratings give usthe highest share of homes (ADI) ofany station in the top 50 markets- 65%.And you should check our Nielsenfigures for November. They'reeven higher.You've seen our past performance.Just imagine what we'll do foran encore.

CHARLOTTEJEFFERSON STANDARDBROADCASTING COMPANYWBT / WBT-FM / WBTV / WBTWJEFFERSON PRODUCTIONSRepresented Nationally by jaR,

*Share of metro homes and AD1 homesviewing Charlotte stations, averagequarter hour Sun. -Sat., 9 am -midnight,ARB Nov. 1967.The audience figures shown are areflection of the original surveyestimates. Their significance is a functionof the techniques and procedures used.The figures are subject to thequalifications of the service noted ordescribed in their report.

elevision Age, February 26, 1968 53

Top Independents-By Metro Share

Total Day Primetime

Market Station Share Market Station Share

Washington* WTTG 19 Portland, Ore. KPTV 17

Portland, Ore. KPTV 18 Washington* WTTG 14

Chicago* WGN-TV 17 New York WNEW-TV 13

Phoenix KPHO-TV 17 Phoenix KPHO-TV 13

Dallas -Ft. Worth* KTVT 16 Dallas -Ft. Worth* KTVT 12

Minneapolis -St. Paul WTCN-TV 15 Chicago* WGN-TV 11

New York WNEW-TV 15 Denver KWGN-TV 11

San Francisco* KTVU 13 Indianapolis WTTV 10

Denver KWGN-TV 12 Los Angeles* KTTV 10

Detroit* CKLW-TV 11 Minneapolis -St. Paul WTCN-TV 9

Miami WCIX-TV 10 San Francisco* KTVU 9

Seattle -Tacoma KTNT-TV 10 Las Vegas KHBV 8

Los Angeles* KTTV 9 Seattle -Tacoma KTNT-TV 8

New York WOR-TV 9 Los Angeles* KTLA 7

New York WPIX 9 New York WOR-TV 7

St. LouisLas Vegas

KPLR-TV

KHBV

98

San Antonio*Detroit*

KWEX-TV

CKLW-TV

7

6

Los Angeles* KTLA 7 Miami WCIX-TV 6

Tucson KZAZ 7 St. Louis KPLR-TV 6

Detroit* WKBD-TV 6 Tucson KZAZ 6

Los Angeles* KHJ-TV 6

Early Evening Late Night

Market Station Share Market Station Share

Minneapolis -St. Paul WTCN-TV 34 Dallas -Ft. Worth* KTVT 19

Dallas -Ft. Worth* KTVT 32 Washington* WTTG 18

Chicago* WGN-TV 31 Los Angeles* KTTV 16

Phoenix KPHO-TV 31 New York WOR-TV 16

Washington* WTTG 31 Indianapolis WTTV 14

Portland, Ore. KPTV 28 New York WNEW-TV 14

Denver KWGN-TV 25 Chicago* WGN-TV 12

Indianapolis WTTV 25 Seattle -Tacoma KTNT-TV 11

New York WNEW-TV 22 Phoenix KPHO-TV 10

St. Louis KPLR-TV 19 San Francisco* KTVU 9

San Francisco* KTVU 19 Portland, Ore. KPTV 8

Miami wcix-Tv 17 Minneapolis -St. Paul WTCN-TV 7

New York WPIX 17 Denver KWGN-TV 6

Tucson KZAZ 15 Houston* KHTV 6

Detroit* CKLW-TV 13 St. Louis KPLR-TV 6

New York WOR-TV 13 Atlanta* WJRJ-TV 5

Seattle -Tacoma KTNT-TV 13 Las Vegas KHBV 5

Detroit* WKBD-TV 11 Los Angeles* KHJ-TV 5

Los Angeles* KTLA 11 Los Angeles* KTLA 5

Milwaukee WVTV 11 Tucson KZAZ 5

Philadelphia* WKBS-TV 11

*Intermixed Markets

the 80s follow right behind the Bing-hamton station in the late night/totalarea listing-WIS-TV Columbia, S.C.,and KOLN-TV, Lincoln, Nebr., bothwith .85's. It should be remembl redthat the late night data is based ononly one half hour.

Shares in the 70's turn up twice inthe total day/total area list, once inthe primetime/total area list, twice

in the late night/total area ranking,three times in the late night/metroranking, twice in the early evening/total area list and once in the earlyevening/metro list. As might be ex-pected, the same stations frequentlyappear in these tallies.

Analyzing the leaders

An analysis of the leading inde-

pendents-lone by metro sharesshows that, except for early eveninthe top share is under 20. The topstation for the total day is wrrGWashington, but the top share NS asgarnered by WTCN-TV Minneapolis -St. Paul, which registered a 34 inthe early evening (there are about60 independents in the U.S.) .

The relatively high shares in earlyevening time are, of course, due tolack of network competition. In lateevening, local news shows of affili-ates provide strong competition butin early fringe time independentsoften come up strong with, for ex-ample, a strong kiddie programmingblock.

The top ten ro

The top 10 stations for the totalday, it is interesting to note, are allv's and are all group -owned. Two areMetromedia outlets, WTTG Washing-ton and WNEW-Tv New York-twoare Chris Craft stations KPTV Port-land and WTCN-TV Minneapolis -St.Paul-and two are WGN ContinentalBroadcasting stations, WGN-TV Chi-cago and KWGN-TV Denver.

The other groups are Meredi(KPEo-TV Phoenix), WKY TV Sytem (KTVT Dallas -Ft. Worth), Cd(KTVU San Francisco) and RKOGeneral (CKLw-Tv Detroit). Thlatter is in a class by itself, beingCanadian station (licensed to Wind-sor, Ont.) and affiliated with theCanadian Broadcasting Corp.

It may also be of interest that all10 are at least 10 years old, nine ofthe 10 went on the air in 1955 orearlier, and four, in the 40s.

In a few cases the major marketsare represented more than once in

the top 20 lists. For example, all

three New York vhf indies are on thetotal day and primetime lists and

two are on each of the fringe timelists. In Los Angeles, three of thefour vhf indies are on the total dayand late night lists and two are onthe primetime roster of leaders.

A handful of uhf indies are amongthe top 20s. Included are two KaiserBroadcasting stations, WKBD-TV De-troit and WKBS-TV Philadelphia: a

full-time Spanish -language outlet,KWEX-TV . San Antonio, owned bySpanish International Broadcasting;a WKY TV System station, WVTVMilwaukee and WJRJ-TV Atlanta. Theu's are getting there. By the nextNovember sweep, who knows? I


Top A%hates by Network-Total Day-By Tv Home Share

ABC

MarketBirminghamFlint -Saginaw -Bay City

Sioux City

RockfordEvansvilleWilkes Barre -Scranton

Seattle -Tacoma

ShreveportKansas CityPittsburghSalt Lake City -Ogden -

ProvoTulsa

ChattanoogaFort WayneRochester. N.Y.

AlbuquerqueBaltimoreCleveland

Little RockOmaha

ABC

MarketBirminghamSioux CityRockfordShreveportWilkes Barre -ScrantonKansas CityRochester, N.Y.Flint -Saginaw -Bay CityFort WayneLittle RockNorfolk -Portsmouth -

Newport News -Hampton

Salt Lake City -Ogden -Provo

Seattle -TacomaWausau -RhinelanderWichita -HutchinsonClevelandColorado Springs -Pueblo KRDO-TVOmahaSan AntonioBuffaloChattanoogaColumbus, OhioCorpus Christi

WBRC-TV 45KCAU-TV 37WREX-TV 35KTBS-TV 35WNEP-TV 35KMBC-TV 33WDKR 33WJRT-TV 32WPTA 32KATV 32

WVEC-TV 32

KCPX-TV

KOMO-TV

WAOW-TV

K AKE-TV

WEWS

KETV

KO NO -TV

WKBW-TV

WTVC

WTVN

KIII

323232323131313130

Station ShareWBRC-TV 52

WJRT-TV 46

KCAU-TV 43

WREX-TV 41

WTVW 36

WNEP-TV 36

KO MO -TV 33

KTBS-TV 33

KMBC-TV 32

WTAE-TV 32

KCPX-TV 32

KTUL-TV 32

WTVC 31

WPTA 31

WDKR 31

KOAT-TV 30

WJZ-TV 30

WEWS 30

KATV 30

KETV 30

CBS

MarketBinghamtonCharlotteLincoln -Hastings -

KearneyWausau -RhinelanderJacksonvilleMadisonHartford -New HavenChampaign -Decatur -

SpringfieldCedar Rapids -WaterlooCape Girardeau -

Paducah -HarrisburgAmarilloBangorBeaumont -Port ArthurCharleston, S.C.Greenville -Washington -

New BernRoanoke -LynchburgDuluth -SuperiorMobile -PensacolaPittsburghRichmondSouth Bend -Elkhart

Station ShareWNBF-TV 74WBTV 65

KOLN-TV 63WSAU-TV 62WJXT 60WISC-TV 60WTIC-TV 56

WCIA 54WMT-TV 51

KFVS-TV

K FDA -TV

W ABI-TV

KFDM-TV

WCSC-TV

WNCT-TV

WDBJ-TV

KDAL-TV

WKRG-TV

KDKA-TV

WTVR

WSBT-TV

NEV:

MarketColumbia, S.C.MontgomeryJoplin -PittsburgHarrisburtg-Lancaster-

Lebanon-YorkErieSioux CityCharleston -HuntingtonBakersfieldKnoxvilleLouisvilleFlint -Saginaw -Bay City

50 Fresno49 Syracuse49 Wichita -Hutchinson49 Birmingham49 Las Vegas

Oklahoma CityTampa -St. PetersburgFargoGreenville -Spartanburg -

Asheville

48 Providence

48 Wichita Falls -Lawton

4949484848

Top Affiliates by Network-Total Day-By Metro Share

CBS

Station Share MarketWausau-RhinelsnderCharlotteJacksonvilleBinghamtonGreenville -Washington -

New BernMadisonBeaumont -Port ArthurRoanoke -LynchburgGreen BayMobile -PensacolaShreveportChampaign -Decatur -

SpringfieldRichmondCharleston, S.C.Duluth -SuperiorPittsburghCedar Rapids -WaterlooEl PasoGrand Rapids -

30 Kalamazoo

30 Odessa -Midland30 Tampa -St. Petersburg

StationWSAU-TV

WBTV

WJXTWNBF-TV

Share MarketColumbia, S.C.FargoJoplin -PittsburgMontgomery

WNCT-TV 51 ErieWISC-TV 51 BirminghamKFDM-TV 50 Las Vegas

FresnoW BAY -TV

WKRG-TV Knoxville

KSLA-TV Sioux City

Louisville46 Nashville

Portland -Poland Spring

Reno

Atlanta

WKZO-TV 45 Spokane

KOSA-TV 45 Syracuse

WTVT 45 Wichita Falls -1 awton

AshevilleWCIA

WTVR

WCSC-TV

KDAL-TV

KDKA-TV

W MT -TV

KROD-TV

59565554

49484848

47

47

46

46

45

45

NBC

Station ShareWIS-TV 70WSFA-TV 69KOAM-TV 55

WGAL-TV 53wicu-Tv 52KTIV 49WSAZ-TV 47KERO-TV 45WATE-TV 44WAVE -TV 44WNEM-TV 43KMJ-TV 43WSYR-TV 43KARD-TV 43WAPI-TV 42KORK-TV 42

WKY-TV 41

WFLA-TV 41

WDAY-TV 40

WFBC-TV 40

WJAR-TV 40

KFDX-TV 40

Station ShareWIS-TV 51

WDAY-TV 50

KOAM-TV 50

WSFA-TV 50

WICU-TV 47

WAPI-TV 45

KORK-TV 45

KMJ-TV 44

WATE-TV 44

KTIV 42

WFBC-TV 41

WAVE -TV 41

WSM-TV 41

WCSH-TV 41

KCRL 41

WSB-TV 40

KMID-TV 40

KHQ-TV 40

WSYR-TV 40

KFDX-TV 40


Top Affiliates by Network-Primetime-By Tv Homes Share

ABC CBS NBC

Market Station Share Market Station Share Market Station Share

Birmingham WBRC-TV 55 Binghamton WNBF-TV 72 Columbia, S.C. WIS-TV 64

Flint -Saginaw -Bay City

Sioux City

WJRT-TV

KCAU-TV

46

44

CharlotteWausau -RhinelanderLincoln -Hastings -

WBTV 62WSAU-TV 61

MontgomeryJoplin -PittsburgErie

WSFA-TV 62KOAM-TV 54WICU-TV 52

Rockford WREX-TV 38 Kearney KOLN-TV 60 Harriburg-Lancaster-Evansville WTVW 35 Madison wtsc-Tv 58 Lebanon-York WGAL-TV 49

Seattle -Tacoma KOMO-Tv 34 Hartford -New Haven WTIC-TV 54 Las Vegas KORK-TV 48

Wilkes Barre -Scranton WNEP-TV 34 JacksonvilleChampaign -Decatur -

WJXT 54 Sioux CityBakersfield

KTIV 48KERO-TV 43

Cedar Rapids -Waterloo KCRG-TV 33 Springfield WCIA 51 Charleston -Huntington WSAZ-TV 43Portland -Poland Spring WMTW-TV 33 Bangor WABI-TV 50 Fresno KMJ-TV 43

Pittsburgh WTAE-TV 32 Grand Rapids - Knoxville WATE-TV 42

ShreveportChattanooga

KTBS-TV

WTVC

32

31

KalamazooRoanoke -LynchburgBeaumont -Port Arthur

WKZO-TV 49WDBJ-TV 49KFDM-TV 48

LouisvilleFlint -Saginaw -Bay CityGreenville -Washington -

WAVE -TV 42WNEM-TV 41

Cleveland WEWS 31 Charleston, S.C. wcsc-Tv 48 New Bern WITN-TV 40

Fort Wayne WPTA 31 Greenville -Washington - Tampa -St. Petersburg WFLA-TV 40

Greenville -Spartanburg -Asheville WLOS-TV 31

New BernKnoxvilleAmarillo

WNCT-TV 48WBIR-TV 48KFDA-TV 47

Wichita -HutchinsonBirmingham

KARD-TV 40

WAPI-TV 39

Kansas City KMBC-TV 31 Cape Girardeau - Sacramento -Stockton KCRA-TV 39

Paducah -Harrisburg KFVS-TV 47 Syracuse WSYR-TV 39Rochester, N.Y. WOKR 31 Pittsburgh KDKA-TV 47 El Paso KTSM-TV 38Sacramento -Stockton

San Antonio

KOVR

KONO-TV

31

31

BuffaloDuluth -SuperiorMobile -Pensacola

WREN -TV 46KDAL-TV 46WKRG-TV 46

Odessa -MidlandReno

KMID-TV 38

KCRL 38

Wichita Falls -Lawton KSWO-TV 31 South Bend'Elkhart WSBT-Tv 46 Tucson KVOA-TV 38

Top Affiliates by Network-Primetime-By Metro Share

ABC CBS NBC

Market Station Share Market Station Share Market Station Share

Birmingham WBRC-TV 49 Wausau -Rhinelander WSAU-TV 57 Joplin -Pittsburg KOAM-TV 50

Wausau -Rhinelander WAOW-TV 35 Charlotte WBTV 52 Las Vegas KORK-TV 49

Cedar Rapids -Waterloo KCRG-TV 34 Binghamton WNBF-TV 51 Erie WICU-TV 46

Rockford WREX-TV 34 Beaumont -Port Arthur KFDM-TV 50 Columbia, S.C. WIS-TV 45

Sioux City KCAU-TV 34 Grand Rapids Kalamaoo WKZO-TV 49 Fresno KMJ-TV 44

Rochester, N.Y. WOKR 33 Jacksonville WJXT 49 Sioux City KTIV 43

Seattle -Tacoma KOMO-TV 33 Madison WISC-TV 49 Birmingham WAPI-TV 42

ShreveportCleveland

KTBS-TV 33

WEWS 32

ShreveportRoanoke -LynchburgGreenville -Washington -

KSLA-TV 49WDBJ-TV 48

MontgomeryRenoFargo

WSFA-TV 42KCRL 42WDAY-TV 41

Ft. Wayne WPTA 32 New Bern WNCT-TV 47 Louisville WAVE -TV 41

Kansas City KMBC-TV 32 Mobile -Pensacola WKRG-TV 47 Odessa -Midland KMID-TV 41

Little Rock KATY 32 Albuquerque KGGM-TV 45 Knoxville WATE-TV 40

Norfolk -Portsmouth -Hampton -NewportNews WVEC-TV 32

Chamipaign-Decatur-Springfield

El Paso

WCIA 45

KROD-TV 45

Portland -Poland SpringSpokaneNashvilleQuad City (Davenport -

WCSH-TV 40KHQ-TV 40WSM-TV 39

San Antonio KONO-TV 32 Pittsburgh KDKA-TV 45 Rock Island -Moline) WOC-TV 39Chattanooga WTVC 31 Bangor WABI-TV 44 Charleston -Flint -Saginaw -Bay City WJRT-TV 31 Charleston, S.C. WCSC-TV 44 Huntington WSAZ-TV 38

Peoria WIRL-TV 31 Duluth -Superior KDAL 44 El Paso KTSM-TV 38Greenville -Spartanburg -

Sacramento -Stockton KAKE-TV 31 Green Bay WBAY-TV 44 Asheville WFBC-TV 38Wichita -Hutchinson KAKE-TV 31 Knoxville WBIR-TV 44 Tampa -St. Petersburg WFLA-TV 38Wilkes Barre -Scranton WNEP-TV 31 Richmond WTVR 44 Wichita Falls -Lawton KFDX-TV 38


Top Affiliates by Network-Early Evening-By Tv Home Share

ABC

MarketRockfordBirminghamWilkes Barre -ScrantonSioux CityColumbus, OhioFlint -Saginaw -Bay City

Kansas CityFort WayneEvansvilleRochester, N.Y.ShreveportBaltimore

Little RockPittsburghSalt Lake City -Ogden -

Provo KCPX-TV

Colorado Springs -Pueblo KRDO-TV

Richmond

CincinnatiProvidenceDes Moines

TulsaWausau -Rhinelander

ABC

MarketWilkes Barre -ScrantonSioux CityColumbus, OhioFort WayneBirminghamRochester, N.Y.ShreveportKansas CityRockfordLittle RockSalt Lake City -Ogden -

ProvoColorado Springs -PuebloRichmondNew OrleansBuffaloCincinnatiMemphisWichita -HutchinsonCorpus ChristiWausau -Rhinelander

StationWREX-TV

WBRC-TV

WNEP-TV

KCAU-TV

WTVN

WJRT-TV

KMBC-TV

WPTA

wTvw

WOKR

KTBS-TV

WJZ-TV

KATV

WTAE-TV

WXEX-TV

WKRC-TV

WTEV

WOI-TV

KTUL-TV

WAOW-TV

Share49484843

42

41

41

40

38

38

38

36

36

36

36

35

34

33

33

32

32

CBS

MarketBinghamtonCharlotteJacksonvilleLincoln -Hastings -

KearneyCedar Rapids -WaterlooMadisonChampaign -Decatur -

SpringfieldWausau -RhinelanderGreenville -Washington -

New BernBangorHartford -New HavenMobile -PensacolaRoanoke -LynchburgAmarilloCape Girardeau -

Paducah -HarrisburgGreen BayCharleston, S.C.KnoxvilleBuffaloAustin -Mason City -

RochesterEl Paso

32 South Bend -Elkhart

Station ShareWNBF-TV 77WBTV 69wJXT 69

KOLN-TV 68WMT-TV 63WISC-TV 61

WCIA 60WSAU-TV 58

WNCT-TV 55WABI-TV 54WTIC-TV 54WKRG-TV 54WDBJ-TV 53KFDA-TV 51

KFVS-TV 51WBAY-TV 50WCSC-TV 48WBIR-TV 48WBEN-TV 47

KGLO-TV 46KROD-TV 46WSBF-TV 46

NBC

MarketMontgomeryColumbia, S.C.Harrisburg -Lancaster -

Lebanon -YorkErieJoplin -PittsburgBakersfieldFlint -Saginaw -Bay City

Wichita FallsLawtonBoston

Charleston -HuntingtonLouisvilleSioux CityAtlantaFresno

Oklahoma CityOdessa -Midland

ChattanoogaGreenville -Spartanburg -

AshevilleProvidenceSacramento -StocktonSyracuseTampa -St. Petersburg

Top Affiliates by Network-Early Evening-By Metro Share

Station ShareWNEP-TV 48KCAU-TV 47WTVN 42WPTA 42WBRC-TV 41

WDKR 41KTBS-TV 41KMBC-TV 40WREX-TV 40KATY 39

KCPX-TV

KRDO-TV

WXEX-TV

WVUE

WKBW-TV

WKRC-TV

WHBQ-TV

KAKE-TV

KIII

WAOW-TV

37

36

36

35

33

33

33

33

32

32

CRS

MarketJacksonvilleCharlotteGreenville -Washington -

New BernWausau,RhinelanderCedar Rapids -WaterlooBinghamtonMobile -PensacolaChampaign -Decatur -

SpringfieldRoanoke -LynchburgBangorMadisonAmarilloBeaumont -Port ArthurDuluth -SuperiorPittsburghSan AntonioCharleston, S.C.El PasoShreveportSouth Bend -ElkhartTampa -St. Petersburg

Station ShareWJxT 65WBTV 62

WNCT-TV 60WSAU-TV 59WMT-TV 58WNBF-TV 57WKRG-TV 53

WCIA 51WDBJ-TV 49WABI-TV 48WISC-TV 48KFDA-TV 47KFDM-TV 46KDAL-TV 45KDKA-TV 45KENS-TV 45WCSC-TV 44KROD-TV 44KSLA-TV 44WSBT-TV 44WTVT 44

NBC

ll arketMontgomeryColumbia, S.C.FargoOdessa -MidlandFresnoErieBirminghamAtlantaOklahoma CityPortland -Poland SpringBakersfieldBostonJoplin -PittsburgNashvilleWichita Falls -LawtonKnoxville

Charleston -HuntingtonChattanoogaGreenville -Spartanburg -

Asheville

Spokane

Station ShareWSFA-TV 86WIS-TV 77

WGAL-TV 64WICU-TV 58KOAM-TV 58KERO-TV 57WNEM-TV 54

KFDX-TV 54WBZ-TV 53

WSAZ-TV 53

WAVE -TV 53

KTIV 53

wsB-rv 52

KMJ-TV 52

WKY-TV 52

KMID-TV 50

WRCB-TV 48

WFBC-TV 47

WJAR-TV 47

KCRA-TV 47

wSYR-TV 47

WFLA-TV 47

Station ShareWSFA-TV 74WIS-TV 63WDAY-TV 63KMID-TV 62KMJ-TV 54WICU-TV 52WA PI -TV 51WSB-TV 50WKY-TV 50WCSH-TN 50KERO-TV 49

WBZ-TV 49KOAM-TV 49

WSM-TV 48

KFDX-TV 48

WATE-TV 47

WSAZ-TV 46

WRCB-TV 46

WFBC-TV 46

KHQ-TV 46


Top Affiliates by Network-Late Night-By Tv Homes Share

ABC CBS NBC

Market Station Share Market Station Share 1larket Station Share

Sioux City KCAU-TV 49 Binghamton WNBF-TV 86 Columbia, S.C. WIS-TV 85

San AntonioFlint -Saginaw -Bay City

Baltimore

KONO-TV

WJRT-TV

WJZ-TV

4542

41

Lincoln -Hastings -Kearney

Wausau -RhinelanderHartford -New Haven

KOLN-TV

WSAU-TV

WTIC-TV

857467

MontgomeryErieHarrisburg -Lancaster -

Lebanon -York

WSFA-TV

WICU-TV

WGAL-TV

7467

65

Birmingham WBRC-TV 40 Charlotte WBTV 66 Joplin -Pittsburg ROAM -TV 61

Rockford WREX-TV 40 Cedar Rapids -Waterloo WMT-TV 63 Bakersfield KERO-TV 60

Kansas City KMBC-TV 39 Madison WISC-TV 62 Charleston -Huntington WsAZ-TV 59

Tulsa KTUL-TV 39 JacksonvilleMobile -Pensacola

WJXTWKRG-TV

6161

FargoPeoria

WUAY-TV

WEEK -TV

5756

Albuquerque KOAT-TV 38 Charleston, S.C. WCSC-TV 60 Greenville -Spartanburg -Milwaukee WITI-TV 37 Green Bay WBAY-TV 60 Asheville W FBC-TV 53

Evansville WTVW 36 Amarillo KFDA-TV 58 Oklahoma City WKY-TV 53

Buffalo WKBW-TV 35 Champaign -Decatur - Syracuse WSYR-TV 53

Wilkes Bane -ScrantonLittle Rock

WNEP-TV

KATY

32

31

SpringfieldColorado Springs -PuebloGreenville- W ashin gton-

WCIA

KKTV

5858

Fresno -

Birmingham

KMJ-TV

WAPI-TV

52

51

Seattle -Tacoma KOMO-TV 31 New Bern WNCT-TV 58 Tampa -St. Petersburg WFLA-TV 51

New Orleans WVUE 30 Knoxville WBIR-TV 58 Flint -Saginaw -Bay City WNEM-TV 50

Omaha KETV 28 Pittsburgh KDK A -TV 56 Bangor WLBZ-TV 49

Wichita Falls -LawtonPittsburgh

KSWO-TV

WTAE-TV

28

27

Cape Girardeau-Paducah-Ha*risburg

Des Moines '

KFVS-TV

KRNT-TV

5554

El PasoAtlanta

KTSM-TV

WsB-TV

49

48

Salt Lake City -Ogden - Roanoke -Lynchburg WDBJ-TV 51 Miami WCKT 48

Provo KCPX-TV 27 Youngstown WKBN-TV 51 Portland, Ore. KGW-TV 48

Top Affiliates by Network-Late Night-By Metro Share

ABC e.I NBC

Market Station Share Ilarket Station Share Market Station Share

San Antonio KONO-TV 48 Binghamton WNBF-TV 75 Columbia, S.C. WIS-TV 75

Kansas City KMBC-TV 40 Lincoln -Hastings - KOLN-TV 67 Fargo WDAY-TV 72

BaltimoreMilwaukee

WJZ-TV 39

WITI-TV 39

KearneyDes MoinesGreenville -Washington -

KRNT-TV 65WNCT-TV 65

ErieMontgomeryFresno

WICU-TV

WSFA-TV

K MJ-TV

656258

Sioux City KCAU-TV 39 New Bern Charleston -Huntington WSAZ-TV 57

Buffalo WKBW-TV 38 Wausau -Rhinelander WSAU-TV 65 Peoria WEEK -TV 56

Flint -Saginaw -Bay CityBirminghamTulsa

WJRT-TV 37

WBRC-TV 36

KTUL-TV 35

Green BayMobile -PensacolaCharleston, S.C.Colorado Springs -Pueblo

WBAY-TV 64WKRG-TV 63WCSC-TV 58KKTV 58

Oklahoma City WKY-TV

Birmingham WAPI-TV

Grand Rapids-KalamazoowooD-TvSioux City KTIV

555454

53Wichita Falls -Lawton KSWO-TV 34 Cedar Rapids -Waterloo WMT-TV 56 Greenville -Spartanburg -New Orleans WVUE 33 Jacksonville WJXT 56 Asheville WFBC-TV 52

RockfordAlbuquerque

WREX-TV 33

KOAT-TV 32

CharlottePortland -Poland SpringYoungstown

WBTV 55WCAN-TV 55WKBN-TV 55

Joplin -PittsburgPortland, Ore.

KOAM-TV

KGW-TV

52

52

Las Vegas KSHO-TV 32 Pittsburgh KDKA-TV 54 Harrisburg-Larc ante r -

Little Rock KATY 32 Shreveport KSLA -TV 54 Lebanon -York WGAL-TV 50

Wilkes Barre -Scranton WNEP-TV 32 Knoxville WBIR-TV 52 Syracuse WSYR-TV 50

Duluth -Superior WDIO-TV 31Roanoke -Lynchburg WDBJ-TV 52 Tampa -St. Petersburg WFLA-TV 50

Wausau -Rhinelander WAOW-TV 31AmarilloChampaign -Decatur -

K FDA -TV 51WCIA 50 Atlanta WSB-TV 49

Seattle -Tacoma KOMA-TV 30 Springfield El Paso KTSM-TV 49

Shreveport KTBS-TV 30 Louisville WHAS-TV 50 Sacramento -Stockton KCRA-TV 49

58 Television Age, February 26, I

MarketMontgomery*Binghamton*Columbia, S.C.*Charlotte*Jacksonville*Lincoln -Hastings -

KearneyHarrisburg -Lancaster -

Lebanon -York*Cedar Rapids -Waterloo

Madison*Champaign -Decatur -

Springfield*Erie*Joplin -Pittsburg*Wausau -RhinelanderBakersfieldGreenville -Washington -

New BernBangorFlint -Saginaw -

Bay -City*Hartford -New Haven*Mobile -PensacolaWichita Falls -Lawton

Early Evening(Mon. -Fri

5-7:30 p.m./4-6:30 p.m.)Tv Homes Share

Top Affiliates in 1063 -or -more Station Marketst

Leading Stations

Station ShareWSFA-TV 86WNBF-TV 77WIS-TV 77WBTV 69WJXT 69

KOLN-TV 68

WCAL-TV 64

WMT-TV 63

WISC-TV 61

WCIA 60

WICU-TV 58KOAM-TV ' 58WSAU-TV 58

KERO-TV 57

WNCT-TV 55WABI-TV 54

WNEM-TV 54WTIC-TV 54

WKRG-TV 54

KFDX-TV 54

Metro ShareTop Affiliates in 104

3 -or -more Station Marketst

Leading Stations

MarketMontgomery*Jacksonville*Columbia, S.C.*FargoOdessa -Midland

Greenville -Washington -New Bern

WausauRhinelanderCedar Rapids -WaterlooBinghamton*FresnoMobile -PensacolaErie*Birmingham*Champaign -Decatur -

Springfield*Atlanta*Oklahoma City*Portland -Poland SpringBakersfieldBoston*Joplin -Pittsburg*Roanoke -Lynchburg*

Station ShareWSFA-TV 74WJXT 65WIS-TV 63WDAY-TV 63KMID-TV 62

WNCT-TV 60WSAU-TV 59WMT-TV 58

WNBF-TV 57KMJ-TV 54WKRG-TV 53WICU-TV 52WAPI-TV 51

WCIA 51WSB-TV 50WBY-TV 50WCSH-TV 50KERO-TV 49WBZ-TV 49KOAM-TV 49WDBJ-TV 49

Late Night(Mon. -Fri.

11-11:30 p.m. 10-10:30 p.m.)Tv Homes Share

Top Affiliates in 1063 -or -more Station Marketst

Leading Stations

MarketBinghamton*Columbia, S.C.*Lincoln-Hasting-

KearneyMontgomery*Wausau -RhinelanderErie*Hartford -New Haven*Charlotte*Harrisburg -Lancaster -

Lebanon -York' wcAL-Tv 65

Cedar Rapids -Waterloo WMT-TV 63

Madison* WISC-TV 62

Jacksonville* WJXT 61

Joplin -Pittsburg* KOAM-TV 61

Mobile -Pensacola WKRG-TV 61

Bakersfield KERO-TV 60

Charleston, S.C. WCSC-TV 60

Green Bay WBAY-TV 60

Charleston -Huntington WSAZ-TV 59

Amarillo KFDA-TV 58

Champaign -Decatur -Springfield* WCIA 58

Colorado Springs -Pueblo KKTV 58

Greenville -Washington -New Bern WNCT-TV 58

Knoxville* WBIR-TV 58

Station ShareWNBF-TV 86WIS-TV 85KOLN-TV 85

WSFA-TV

WSAU-TV

WICU-TV

WTIC-TV

WBTV

7474676766

Metro ShareTop Affiliates in 104

3 -or -more Station Marketst

Leading Stations

MarketBinghamton*Columbia, S.C.*FargoLincoln-Hasting-

KearneyDes Moines*Erie*Greenville -Washington -

New BernWausau -RhinelanderGreen BayMobile -PensacolaMontgomery*Charleston, S.C.Colorado Springs -Pueblo KKTVFresnoCharleston -HuntingtonCedar Rapids -WaterlooJacksonville*PeoriaCharlotte*Oklahoma City*Portland -Poland SpringYoungstown

StationWNBF-TV

WIS-TV

WDAY-TV

KOLN-TV

KRNT-TV

WICU-TV

WNCT-TV

WSAU-TV

WBAY-TV

WKRG-TV

WSFA-TV

WCSC-TV

KMJ-TV

WSAZ-TV

W MT -TV

WJXTWEEK -TV

WBTV

WKY-TV

WCAN-TV

WKBN-TV

Share757572

676565

65656463625858585756565655555555

i Markets where all three network affiliates have recorded viewing. Metro sharedata in two of 106 markets not available.*Intermixed market.

WJXT Oa CBS Affiliate

WJXT is FIRST in Jacksonvillewith 24 of the top 25 shows bytotal homes, SECOND amongU. S. stations in metro sharefor late afternoon programming,THIRD among U. S. stationsfor total day metro share,FOURTH among U. S. stationsin share of total homes for lateafternoon programming.*

*ARB, Fall '67, based on mar-kets with three or more stations.

A Post -Newsweek Stationrepresented by TvAR


60

Gold Chevron Panel expanded;now includes Chicagomedia executives

Introducing the Chicago Gold Chevron Panelists

John ColeMedia SupervisorNeedham, Harper & Steers, Inc.

John PriebeMedia & Research DirectorReincke, Meyer, Finn

Miss Mary Alice CrisafulliMedia SupervisorClinton E. Frank Inc.

J. M. SheviakDirector of AdvertisingParker -Hannifin Corp.

Gordon L. GredellAssoc. Media DirectcrD'Arcy Advertising Co.

Roy R. StewartV.P. Media DirectorThe Griswold -Eshleman Co.

Miss Elaine KortasMedia DirectorMarsteller Inc.

Edwin A. TrizilV.P. Print & Outdoor Media Mgr.Post -Keyes -Gardner

Alfred S. Trude, Jr. Gene Wedereit Philip L. Zimmerman Robert L. ZschunkeV.P. & Dir. Media Relations Dir. of Adv. & Pub. Rel. Super. Radio & TV Facilities V.P. & Media DirectorYoung & Rubicam Chemetron Corp. The Toni Corp. Earle Ludgin & Co.


More Service -Ads to be reviewed; morepanelists' comments reported to media

a

flew York -based Gold Chevron Panel continues to function;vombined New York/Chicago effort, coupled with stream-

fined evaluation procedure, will produce steady flow of sug-

lested improvement in sellers' communication to buyers.

Criteria unchangedJnder the new, streamlinedvaluation system, individualdvertisements rather than an-mual campaigns will be reviewed.3ut the panelists will still ana-yze each Service -Ad in the lightIf its usefulness to SRDS users.-he basic criteria are these:

$.

7,

s the information useful?

Is it complete (covering mostof the basic points to be con-sidered)?

s it current and accurate?

s the information well-docu-nented?

s it presented in forthrightand explicit fashion?

s the Service -Ad arranged in)rderly fashion for ease ofJse?

Ore related Service -Ads po-sitioned where they'll helpbuyers avoid overlookinggood buys (at appropriate lo-:ations in SRDS in additionto the basic Service -Ad adja-:entto the medium's listing)?

Service -Ad Objectivesto enter panelistconsiderations

Attached to each Service -Ad re-

viewed by the panelists will be a

terse description of the basicreason the medium placed it in

SRDS and provided the infor-mation it contains. Although the

7 -point criteria are oriented to

the buyers' requirements, anunderstanding of each me-dium's objectives adds a newdimension to the panelists' dis-

cussions. Media will get asharper "fix" on what they gain

by providing the informationcontained in their Service -Ads.

Significant comments gleaned

from 1968 Gold Chevron pan-

elists' "copy clinic" discus-sions will flow to media viaSRDS District Managers, thebulletins "Buyers Eye YourAds," the SRDS house organ

"Inside SRDS" and SRDS ad-

vertisements appearing in the

advertising trade press.

IN SRDS

YOU ARE THEREselling by helping

people buy

SRDSSTANDARD RATE

& DATA SERVICE, INC.

The National AuthorityServing the Media -Buying

FunctionWalter E. Botthof,

Chairman of the Board5201 Old Orchard Road,

Skokie, Illinois 60076312 YO 6-8500Sales Offices:

Skokie New YorkLos Angeles


Interpublic (From page 29)

authoritative guess is that it will betucked into Marplan.

Spielvogel allows as how there area number of other areas Interpubliccould still reasonably want to getinto and that some of the operationsdropped (such as the presentationunit, New Dimensions in Color)could be fairly defined as clearlyrelated to client services.

But, he adds, "we can digest onlyso much at one time. Up to now, wecould finance new services onlythrough the savings of employees.New Dimensions in Color was closedbecause there wasn't enough profitpotential in it."

It is in the agencies, not the ser-vices, however, where Interpublic'smoney comes from and where themore critical decisions have to bemade. They are also the more per-tinent aspect of the Interpublic con-cept-the multi -agency holding com-pany.

Interpublic's agencies billed $721.5million in 1967, according to thecompany; these figures include cap-italized fees. Here is the breakdown:

McCann-Erickson (U.S.), $271million; McCann/ITSM, the indus-trial unit of McCann-Erickson, $10million; McGann -Erickson Interna-tional, including Canada, $195 mil-lion; Erwin Wasey (U.S.), $41 mil-lion; Erwin Wasey (London), $23million; Pritchard Wood (U.S.), $10million; Pritchard Wood (London),$18 million; Marschalk, $69 million;Jack Tinker & Partners, $46 million;Johnstone, $5.5 million, and Quad-rant, $33 million. The latter wasformed a few years ago from Prit-chard Wood agencies in Europe,South America and Australia as aninternational agency system "com-petitive" with McCann-Erickson In-ternational.

While further mergers, dismant-ling, spin-offs or whatever may yettake place among these components(possibly after presstime for thisstory), Interpublic's top manage-ment makes clear the basic idea of amulti -agency enterprise is one theybelieve in and will pursue.

What they have done so far, be-sides folding the Fletcher Richardsunit into Marshalk and Calkins &Holden into SCI, is drastically cutstaff overhead at the holding com-pany level and given more autonomy

to the operating divisions.The Interpublic theory of manage-

ment, explains Healy, is now "decen-tralization of response." When Har-per was around, the new Interpublicchief says, "one man made all thedecisions." Now, the president ofeach component runs his own busi-ness-though in accordance withprinciples laid down at the top.

This new autonomy includes newbusiness solicitation. One of the keystaff cuts at the top was the Corpo-rate Expansion Services unit underRobert Durham. It spent about $1million a year, two-thirds of that insalaries with personnel variously es-timated at 12 to 15 professionals.

New accounts important

This is not to say the holding com-pany steers away from the new busi-ness arena. On the contrary, it is verymuch concerned with this function.But its prime role is in coordinatingpitches, approaches and strategy in-volving multi -product clients.

This aspect gets right at the heartof Interpublic's raison d'etre: theproduct and/or corporate conflictproblem. With a multi -unit agencystructure, Interpublic can say to aclient: Since our agency "A" alreadyhandles a product competitive toyours, why not use our agency "B"?

The extent to which clients acceptthe competitiveness of Interpublic'sunits will, of course, determine to agreat extent its rate of growth. Itstop people differ in their assessmentof the extent to which advertisershave been easing up in their viewsas to what is competitive and whatis not. But they say either that it hasalready eased or that it will have toease in the future.

'Look at Ford at J. WalterThompson," says Paul Foley, Mc-Cann-Erickson's chief executive offi-cer. "Ford now owns Philco and J.Walter still has the RCA home en-tertainment account."

More to the point, according toanother executive, is the fact thatthere is no problem with GeneralMotors (McCann-Erickson has theBuick and GMC business) about Mc-Cann handling Westinghouse, eventhough GM makes Frigidaire. "Therewas once a time," he notes, "whenGM would never have allowed that."

Perhaps even more pertinent isthat Marschalk has Standard Oil ofOhio, McCann has Standard Oil of

New Jersey and Erwin Wasey hassome Gulf business.

The way things are going, saysDavid Williams, senior vice presidentat Interpublic and deputy to Arman-do M. Sarmento, group vice presidentfor the holding company's interna-tional interests, the conglomerateswill run out of ad agencies. "In may-be five years those who are rigidabout conflicts will have to change.It's possible, of course, that morelarge agencies will appear but therestill won't be enough of them. Andthere's the problem of setting upoffices overseas, since many largecompanies want an agency with in-ternational capabilities. It's gettingincreasingly more expensive andmore difficult for a U.S. agency togrow abroad."

A multi -agency enterprise is a na-tural response to the multi -productclient, even aside from handling com-petitive corporations, Interpublic'smanagers contend. There are caseswhere the holding company has madea broad, worldwide commitment toa few key clients. These include CocaCola, General Motors and NationalBiscuit. The first -named companyemploys a number of Interpublcunits, thereby effectively blocking,say Pepsico, from being an Inter -public client. Even were Pepsico tocome to an Interpublic division withan apparel acquisition, it would nottake it on.

However, there's more to the multi -agency concept than getting aroundthe client conflict issue. Says NealGilliatt, one of the two Interpublicgroup vice presidents responsible foroverseeing domestic ad agencies:

"The advertising agency is a busi-ness of people. We can offer a great-er variety of management types to aclient. With smaller units, rather thanone big operation, you can givepeople within these units greater re-sponsibility."

An extension of the argument isthat specialists, such as researchersand public relations people, like towork with others of like bent and withtop managers trained in the particu-lar discipline involved. Therefore, itis said, better people are attracted tothe service units.

As for agencies, Interpublic has avariety of environments but the mostunusual is Tinker. With a partnershipstructure, Tinker is organized morelike a law firm than an advertising


agency. A strategy board of six fullpartners headed by Myron McDonald(Tinker himself is in semi -retire-ment) heads up the operation. Theothers are Eugene Case, a writer;Robert Wilvers, an art director; Dr.Herta Herzog, a researcher; WilliamWeilbacher, a marketing man, andClifford Botway, media director.

McDonald stresses that, no matterhow it appears, the board membersare not chosen to represent all theagency functions but because they are"capable of thinking creatively."

He also makes the point that theboard is a "motivating mechanism"not a review panel. "People don'tcome to us to report."

Tinker is set up to give creativepeople an equal voice in marketing,says McDonald. It was originally cre-ated (in 1960) as a project operationor, some would say, "think tank,"with four partners from McCann-Erickson-Don Calhoun (who laterleft to write novels and was replacedby Mary Wells), Dr. Herzog, McDon-ald and Jack Tinker. In 1964, theunit became a full -service agency withAlka-Seltzer.

The structured agency can "stran--gle" the creative person, McDonaldfeels, but adds that it takes a certainkind of person to survive at Tinker."People trained in the hierarchicalphilosophy have trouble here. Anaccount man is used to being a boss."

At the creative working level, theagency is made up of "cells"-teamsof writers and art directors, withaccount men encouraged to work withthe total creative account unit. OnAlka-Seltzer, for example, there arefour two -man art director/writerteams.

The ferment at Interpublic hashelped Tinker, McDonald explains,because some of the money saved incuts at the parent level has beenallocated to his unit for more person-nel. He has already hired two creativepeople in the above -$40,000 category.Tinker picked up some Heublein busi-ness in the retrenchment and Mc-Donald says some new accounts, pos-sibly as many as three, will be an-nounced "soon."

The Tinker chief also noted thatthe greater autonomy given to Inter-

public operating divisions doesn'taffect his unit much because "we'vebeen fairly independent all along."

Except for the autonomy factor, itthus appears as if the broad outlines

of Marion's Harper concept will becontinued, barring, of course, finan-cial distress. Why, then, the oustingof Harper?

"It was a battle over priorities,"says Spielvogel. Foley, who admiresHarper (as do many of his ex -

colleagues now running Interpublic),regrets that some accommodationcouldn't be made to retain his talents.

"I'm not even sure I knew whatHarper's ideas were," Foley says."He didn't have fixed ideas, anyway.They were always changing. He was abrilliant innovator but he began tomove away from the agency business.He felt he was flying in some rare at-mosphere."

Interpublic people also say thatHarper's one-man control was boundto fail after a while. One top manageradds: "He elected to put optionalgrowth dollars into new enterprisesand didn't financially support theoperating units as much as he shouldhave."

With financing practically settled,Interpublic's management faces 1968with what they feel is a viable struc-ture and one tuned to grow. Whetherthey can perform with as much elanin the long run without Harper asthey did with him (until recently)will remain one of the more interest-ing questions in the advertising (ormarketing/communications) field

111111111111111INTERNATIONALFILMTV -FILMANDDOCUMENTARYMARKET111111111111111

THE "5 CONTINENTSTROPHY" FOR CINEMA FILMS

2 GRAND AWARDSFOR TELEFILMS

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MIFED

The International Film, TVfilm and Documentary Market(MIFED) will hold its seventeenth Cine -Meeting from 18 to 25.April 1968.This Film Market is reserved solely for producers, renters -and distributors of feature and documentary films for cinemaand TV presentation.MIFED has twenty projection studios fully equipped forevery requirement: ten for cinema films and ten for telefilms.Its Club premises, which provide all necessary facilities.and services, are among the most elegant and attractiveof their kind in Europe.For clients who are unable to attend the whole Spring.Cine -Meeting there is a special assistance bureau whichundertakes to represent their interests.

Information from: MIFED - Largo Domodossola 120145 - Milano (Italy) Telegrams: MIFED - Milano

Television Age, February 26, 1968 fLD

Co-op (Continued from page 31)

pioneer in television, he is also aflinty -eyed follower of the sales pay-out, just like any other successfulretailer.

Tobey was admittedly skepticalabout using tv; he was particularlyhesitant because of all the unwanted,extra coverage that television wouldprovide. But sales payout is the rulein retail advertising; if hangingsigns on the Golden Gate Bridge inSan Francisco could deliver immedi-ate sales payout for a departmentstore in Brooklyn, A&S would prob-ably go for it-and so would anyother retailer who knows the name ofthe game.

Tobey did not disclose the amountof payout his store realized after thetv test but he declared, "We are get-ting immediate results. Money isbeing budgeted for television on acontinuing basis."

An important reason for the suc-cess of the A&S test was DickHogue's zealous effort to keep downproduction costs of the commercials.The commercials were made in coloron film and the cost was under $500each.

"For a small station outside ofNew York," Hogue said, "they coulduse their own videotape unit and pro-duce tape commercials, in color, fora local advertiser for less than $200each."

Each for the A&S test, Hogue re-ported, "we made disposable colorcommercials that came in at about12 per cent of time costs. This isvery close to newspaper productioncosts."

Success story impressiveThe next success in Hogue's

crusade to get retail exposure on tvcame in September, 1967. KaufmanCarpet Stores, a chain of floor cover-ing outlets in the New York area,was impressed by Hogue's presenta-tion of the A&S success story. Thesignificance again is that the Kauf-man stores' trading area covers onlya fragment of the New York market.

The success story was the same,only better. The firm ran an averageof 40 spots per week for three one -day sales, Thursday, Friday andMonday. About 50 per cent of thetotal cost was paid for by co-opmoney from the manufacturers of

carpets and carpet fibers. Again thecommercials were in color, on 16 mmfilm-but with a difference. The costof making them was only about 10percent of total time costs.

Country -wide swing

But the swing to tv advertising isby no means limited to New Yorkretail operations. W. Earl Miller,board chairman of the Broadwaystore in Los Angeles says it is theintention of the Broadway chain ofstores in Southern California "Tomove into tv on a consistent andmajor scale ... only through tv canour in-depth message be gottenacross."

Eileen Fullerton, sales promotionchief, says tv creates an involvementthat leaves a deep impression on theviewer's mind. And with the magicof color, she sees tv as the mediumto attract young marrieds, the po-tential new customers of the Broad-way Stores.

On two typical 60 -second commer-cials aired by the store, live modelsshow Joan Leslie dresses, CorningWare cookware, Vanity Fair slips,Groshire men's suits, Karastan rugs.The brand names are prominentlyidentified.

How much can television hope topry loose this year? Next year?Dick Hogue at WCBS-TV cautiouslyhopes that within four years tele-vision may get 10 per cent of the$200 million co-op money spent onnewspapers in the New York area.Ten per cent of $200 million is a nicechunk of cash in anybody's league.But there are signs that Hogue'sestimate may be highly conservative.

What do retailers say? The bigstore out in Minneapolis is Dayton's.The publicity director is ThomasJeglosky. The store ran its first efforton tv last August. The store's totalinvestment in tv for 1967 was about$15,000. The commercials are oftenhard -sell, with as many as five itemspacked into a one -minute spot, usingco-op money.

The results were so favorable thatDayton's expects its tv ad expendi-ture this year will be 20 times asmuch-some $300,000. The storepresently spends about $3 million ayear on advertising. How much willgo to tv in the next year or so?Here's what Jeglosky says:

"I would say, on the basis of our

six -months experience, it might pos-sibly be that by 1970 the ratio be-tween our print and broadcastbudgets would settle around 60-40or broadcast perhaps might get asmuch as 50-50.

"Obviously, we are going to continue using newspapers because it isa proven medium. But televisiontends to be a medium that immersesa person more than print, generally.We are not just eye oriented butalso ear oriented. Print is only aneye oriented media.

Prime function exhibiting"Retailing is more than just a s

place for selling goods; it is a placefor selling ideas of many kinds. One s

of our prime functions is to be ex- i

hibitors. And tv is the direction thatexhibiting is taking."

But the biggest splash in retaileruse of television is being made bySears, Roebuck & Co., biggest re-

tailer in the world. Sears isn't talk-ing about their tv strategy, but thenumbers speak for themselves.

According to LNA / Rorabaugh,Sears spent $2.5 million for tv timein 1966. In the first nine months of E

1967 the chain spent $3.5 million.Indicative of Sears increasing em-phasis on television, the firm thismonth named John N. Beebe to thenew post of broadcast advertisingdirector.

Output climbingSources outside the company say

Sears has been producing 6 or 10new commercials a month at its Chi-

cago headquarters and, under theirnew broadcast boss' direction, theoutput may climb to as much as 40a month.

A Chicago retail executive indi-cated that Sears clearly knows whatthey're doing but won't talk to any-body about it (does Macy's tell

Gimbels?) . He said, "Sears hasfound the formula, but they're notgoing to tell their competitors. Theyknow what they want, they know howto use television, and they're laugh-ing all the way to the bank."

From Seattle to Miamí, retailersacross the nation have suddenly dis-covered that the tv set in their livingroom is a local advertising medium.And many retailers are hoping noneof their competitors will make thissame astounding discovery.

C4 Television Age, February 26, 1968


ways to make that work."Aside from saving the commission,

advertisers say they would be ableto develop a staff of buyers expertin their particular brand require-ments, and that they could exertgreater bargaining leverage againststations by centralizing dollar weight.These arguments, agency spokesmenadmit, have some validity. But ineach case, there are loopholes.

In the first place, they assert, ad-vertisers cannot operate a buying de-partment less expensively than agen-cies can. "An agency can pro -ratethe cost of personnel, equipment andoutside services over a wide range ofclients," Antonowski explained.

"A lot of people think buying hasbecome somewhat of a clerical func-tion, that it lends itself to machineprocessing. There are many clericalaspects which can be computerized,"he admitted, "but you still need peo-ple, you need experts.

"It's much easier for an agency topro -rate costs for a lot of specialistson any one account because we musthave them on the payroll for all ac-counts. The same thing holds truefor subscription prices on mediasource material."

Ed Papazian, associate media di-rector at BBDO, agrees. "Not onlymust clients take into account theexpense of buying Nielsen and ARBservices, but also the expense of fig-uring out and implementing ways ofprocessing and using this material."

Large staff required

Staffing up, spokesmen add, wouldinvolve much more than hiring ex-perts. "You need estimators, plan-ners, buyers, billers, accounting peo-ple, record -keeping clerks, and secre-taries to back them all up," said onemedia director.

"In addition to the staffs and theirfunctions, you would have to workout methods for determining whopays the stations, the agency or theclient. Who checks for billing dis-crepancies? How do you coordinatewith the agencies the sending out ofcopy to the stations?"

All of this can be worked out, ad-vertisers reply. But how efficiently?"We handle a $32 million operation,"explained the media buyer at anagency which does all the spot buying

for a major advertiser. "We have 70people within this unit alone, notcounting programmers, researchersand traffic clerks.

"It's the equivalent of a medium-sized agency, and we can operate atone third the normal agency com-mission. No advertiser can set up abuying operation anywhere near asefficient as that."

Advertisers seem completely un-disturbed by this argument, however,"It merely proves there is a cost sav-ings," argued the media director atone food company. "It proves thatthe commission the agency gets ismore than it spends on staff. On $10million in billings, we could get a$1.5 million commission. It wouldcertainly cost us less than that tobuy the spots ourselves."

Discussing agency ability to pro-rate the costs involved in maintaininga media department, another mediasource at a large food companynoted, "We have $50 million in bill-ings, as much as many medium-sizedagencies, which amortize costs overa lot of small accounts. Where is theproblem of amortization for us?"

There is an obvious flaw here,however. The 15 per cent commissionagencies now receive, far from sup-porting only the buying function,covers all agency costs, includingcopy and supervising commercialproduction.

If the advertiser could get the 15per cent commission, agency spokes-men say, they would still have to havesome kind of fee arrangement withthe agencies. That would take what-ever profits the advertiser could save.Advertisers feel, however, that evenafter the fee was paid, they couldrealize a significant savings.

"Agencies would save on the ex-pense of hiring additional media per-sonnel to service our accounts," onesource noted. "Any fee we arrangedwould take that into consideration.Even allowing for a large margin ofagency profit, we could still save."

Who gets the commission?

If advertisers could recognize aprofit, and agencies could agree tosome kind of fee arrangement, how-ever (and many insist they wouldnot agree to such an arrangement),there is still some question as towhether, in fact, the advertiserscould qualify for the media commis-

sion."There's an unwritten rule of the

trade that only duly qualified adver-tising agencies are entitled to the 15per cent commission paid by themedia," said the media coordinatorof a large spot buying pool. "If thisbreaks down, it could put agenciesout of business."

The media man reasoned that apolicy which made anyone eligiblefor the commission would bringsmaller advertisers into the picturetoo. "It's untrue that only the verylarge advertiser could afford to buyhis own media. A smaller advertiserwould only need one or two buyersand could probably do it a lot easierthan the big guys. He might considerit if he thought he could get the com-mission."

Many reps like the idea of dealingdirectly with the advertiser. "It cer-tainly would be easier," one rep said."We would know exactly what theclient was looking for and could getfast action on avail submissions with-out having to go through a middle-man."

Reps admit, however, that althoughthe idea is appealing, it would berisky even to consider paying adver-tisers the commission now reservedfor agencies alone. "Agencies wieldan awful lot of bargaining power,"one rep spokesman noted. "Even ifthe big advertisers, Lever Bros, Col-gate, Bristol-Myers, Procter & Gam-ble, General Foods, took over theirown buying, there are a lot of littleguys who would probably remainat the agencies. Their billings, takenas a whole, add up to a lot of money.

Reps feel threatened

In addition, many reps realize thatif such a move did open the doors tolittle advertisers, it could put the repsout of business too. "We would needso many more salesmen to handleeach account, we could never do it,"another rep noted. "Computerizationwould have to have reached such ahigh level of sophistication that thestations wouldn't need us any morethan the advertisers would need the

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agencies."Even if some kind of arrangement

could be made and advertisers couldsave on the cost involved in runninga media department, there is stillconsiderable question as to whetherthey could staff up with the caliberof personnel needed to handle topquality buying.

"The type of people you attractin this field would never work direct-ly for the client," one agency mediaman said. "The advertising man isnot suited to big industry corporatestructures. He's too much of an indi-vidual. That's why he's in advertis-ing."

Experience, furthermore, involvestraining, and training is expensive."At the client, training programs areprimarily oriented toward market-ing," one agency media directornoted. "They would have to start awhole new recruiting and trainingprogram and that, too, costs money."

Why not just take buyers from theagencies where they are now buyingon the client's brand? All it wouldinvolve is a change in office loca-tion?

Agency spokesmen say the buyerswould never go. "You'll never getpeople with the capability of trulyunderstanding how to make a goodbuy to do it when there is no oppor-tunity for advancement," noted onebroadcast supervisor.

"Most buyers don't want to remainbuyers. Where can they go at theclient? The client's efforts to developbuying expertise would be defeatedby personnel turnover."

Buyers could become media di-rectors within the corporation, andthey could become brand managers,advertisers argue. But the mediabuyers don't see it that way.

"At an agency," said one, "I canmove in many ways, not only up theladder on my own brand. Supposethere's no possibility of advancementin my group, but I hear of an open-ing on another account. I can ask fora transfer and possibly put myself ina position to move faster. I can movefrom account to account, from agen-cy to agency. If I went over to theclient, I would take myself out ofthe mainstream."

Additional disadvantagesAgencies, and even some adver-

tisers, see additional disadvantages inisolating buyers within the largercorporate structure. Said an officialat one major company, which has notcentralized buying but which coordi-nates corporately the buying at eachof its agencies: "If buyers are insu-lated, taken out of the mainstream.they lose the creative advantage ofbeing stimulated by other talentedbuyers on other accounts.

"We have six agencies. None ofthem is buying exactly the same way.If I see a good idea at one, I canpass it along via corporate controlto the other agencies. In effect, wehave access to 300 different buyers,not all necessarily on our own ac-count."

Agreeing with this view, one me-dia director added, "The client losesa terrific control factor by not lettingeach of his agencies compete not onlyin the preparation of copy, but in theexecution of buys as well."

As Antonowski explained it, "Theycannot assess market conditions aseasily. If the client were buying atx cpm, he would have no idea thatz cpm is the one he should be buyingat."

By far, one of the larger issues

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involved is the question of whetherthe advertiser or the agency wouldhave the greatest advantage in stationnegotiations.

"No advertiser, no matter how big,can compete with the negotiatingpower of a major agency, with mone-tary responsibility for many largeaccounts," said one media director."We have a tremendous lever. Wespend more money overall than near-ly any single advertiser can spend."

Persuasive arguments

Agency arguments are difficult toignore. Their validity probably ac-counts for the fact that no advertiserhas yet made the move :o do his ownbuying, and that some, in fact, doubtthey ever could. "It seems to me thatif we did take over the media func-tion," one General Foods spokesmannoted, "we'd simply be trading onemonolith for another." II,

Agencies do not believe, however, to

the day will ever come when they IE

will be asked to turn buying respon-sibility over to the client. "Any goodoperational man will investigate It

something until it wears out," onemedia man explained. "I don't blamethe clients for pursuing the idea. But w

I think they will find that the searchfor efficiency stops with centralizedagency buying."

Agencies, at any rate, hope so.There will always be talk of new waysto do business, threatening present in-stitutions with possible extinction.The usual course, however, is gener-ally a much more moderate one.

In the early days when televisionwas beginning to make inroads intoradio's lead as an advertising me-dium, and when agencies were princi-pally involved in placing radio buys,word was that agencies couldn't sur-vive handling programming respon-sibilities for both media. Instead, thedistribution of programming respon-sibility changed and agencies grewto meet new industry demands.

It is difficult to predict what ad-justments in current buying arrange-ments will be made in the future-probably nothing so drastic as to robagencies of their media function. Itisn't likely that agencies will let them-selves be compromised to any greatextent. No one is discounting thefact, however, that many advertiserswill continue to explore all aspects ofdirect media placement.


Stephen O. Frankfurt, the newpresident and director of creative

services at Young & Rubicam, UnitedStates, is an avid collector. He amass-es memorabilia like 124 pre-heydayAndy Warhol paintings, over 100original recordings of early radioprograms, curiosity pieces like theoriginal Jello ad, covers from Voguemagazines from the 40s and a stuffedpigeon, which was awarded a medalof honor for the part it played in theNormandy Invasion.

Frankfurt has also accrued nearly75 different television awards plus afew Cannes Film Festival trophiesfor commercials he has done. Andalmost ironically, while Frankfurt isbusy collecting, another hoarder, theMuseum of Modern Art, is virtuallyfrisking him. The museum houses sev-eral of his Eastern Airlines and earlyJohnson & Johnson commercials aswell as the mood -setting prologueFrankfurt created for the 1962 filmTo Kill a Mockingbird.

Seated in a black leather swivelchair is his fifth floor office over-

looking Madison Avenue, the collec-tor, surrounded by many of his treas-ures, speaks as if he likes peoplealmost as much as things.

"This office is the curiosity shopof Madison Avenue," he explains,turning in his chair and beckoning toall the various doo-dads that linewalls, lean against his 16th centurySpanish desk and fill built-in bookcases.

"This flag," he notes, pointing to asmall knitted version of Old Gloryunder glass, "was done for me by agal who works in our London officeas a stylist. I helped her get the joband well ... she wished to show herappreciation." The gal's name by theway is "Betsy."

"Over there," he gestures, "is aminiature collection of all the worksof Shakespeare." He gets up and flipsthrough a few pages of Hamlet, thehook is all of an inch and a half high.

In the picture

He talks freely and fondly of suchthings as an ancient lock from a

Spanish castle, a wooden placarddone by one of the agency's art direc-tors. The sign which depicts thefamiliar American favorite all tuckedaway in a hot dog roll reads: "Frank-furt-high grade all beef."

"Those are really great," he ex-plains, pointing to several old Voguecover ads blown -up, mounted onaluminum and sealed under glass.The still life subjects like a smokingcigarette, for example, had an enor-mous influence on contemporary ad-vertising, Frankfurt maintains.

He explains how a friend tried toreach him by phone for several daysand just couldn't get through. "I wasso tied -up that I never got aroundto returning his calls. So he sent methat stuffed pigeon with a message inits hill." The carefully preserved birddelivered another more importantmessage sometime before the turningpoint of World War II.

On the subject of his appointmentFrankfurt is more intense and serious,but no less enthusiastic. The bigthing, he agrees, is his sub -title Di-rector, Creative Services.

"The product of the agency in allrespects is creativity," he explains.

"There really is no such isolatedfactor as the creative department.The whole agency is the creativedepartment. Every facet of the agencydown to print production is creativeinsofar as it turns out new ideas. Acontact man here in the agency holdsthe original patent for Band-Aidsheer strips-that's creativity."

utside of the agency, media spellscreativity to Frankfurt. "It is not

only important how you say it, butwhere you say it. Television is anintegral part of the creative function.-21st Century, for example, projectsthe character of Union Carbide."

In his present capacity, Frankfurtwill co-ordinate all the arms of theagency towards greater creativity.Not only the copy and art depart-ments, but the tv, and print produc-

STEPHEN O. FRANKFURTHe knew Warhol when

tion departments, as well as the salespromotion, media relations and plan-ning, tv -radio and the visual presen-tation departments will report to him.

"Although our agency is large innumbers, it is small in terms of theway relationships are built up. Every-one knows and is familiar with every-one else. Not only in the New Yorkoffice, but from overseas as well. Wehave some copy people from Parisworking here now, and there areother people here from Milan." Fromthis cross-pollination, Frankfurtmaintains, comes a desire to experi-ment and try new things.

To assist Frankfurt in his specificfunctions is the new Operations

Committee. Intended as an arm toco-ordinate the agency's far flungoperations, the committee includesEdward L. Bond, Jr., chief executiveofficer and chairman of the board;William P. Reilly, vice chairman andgeneral manager; Edward N. Ney,president of Y&R International, andFrankfurt.

"This committee," Frankfurt ex-plains, "will serve as a communica-tions link between all our offices togive us a better idea of what's hap-pening where."

Frankfurt is a New Yorker atheart. He attended New York Univer-sity and Pratt Institute, and currentlylives in an East side apartment, whichhe admits despite expectations, hasnothing at all on his office.


THE LIGHTER SIDE In cameraWe have a bad memory for names

but we remember that somebody oror other said on Some ty show orother that he went on a trip fur achange and a rest. The bartender gotthe change and the steamship com-pany got the rest.

.Lt. Gen. Henry Buce, deputy chief

of staff for plans and programs atMarine Corps Headquarters, is ne-gotiating with Norman Felton toborrow segments of Arena Produc-tions' The Lieutenant for use as atraining film at Marine Corps OCSschools.

What next? Will McHale's Navybecome required viewing at Annapo-lis?

Taft Broadcasting's WTVN-TV Co-lumbus editorialized recently, "A lotof strange proposals have been madeand carried out in the name of pro-gressive education. One we heardabout recently qualifies to head thelist.

"Out in Boulder, Colo., a highschool teacher has signed a collectivebargaining agreement with his stu-dents. Among other things, it pro-vides for binding arbitration of griev-ances and joint student -teachernegotiations to determine what ma-terial should be included on tests.

"Now, picture if you will, a classof students stung by a surprise quizon material assigned as homework

the day before. Jtudrnts might claimthat the teacher was unfair and de-mand that the quiz grades not becounted.

"Better still, before a history testis given, negotiations might deter-mine that the teacher could ask whenColumbus discovered America: butnot an essay question on the signifi-cance of the event.

"Perhaps this is a clever way ofteaching labor negotiations. Perhapsits the way Colorado parents wanttheir youngsters to be taught; to per-mit immature children to make thedecision traditionally left up toteachers.

"Hopefully, around here, such aprogressive teaching innovationwould end up where it belongs-inthe trash can." .

Eddie Albert, star of Green Acreson the CBS -TV Network, began hiscareer by singing at "amateur"nights for $5 a show in the Midwest.He got $3 a night for his first singingwork in a Manhattan night club, thenetwork reports.

This news should end all thosestories about New York being theplace where the big money is.

The movie classic, Gone With TheWind, has special significance forJohn Gibson who plays Joe Pollockon The Edge of Night, CBS -TV day-time serial.

"It's a rating service. Quick, what programwould we be watching if we were watching tv?"

l,ibaon own» the doorknob transthe main entrance of Tara, the mag-nificent mansion in the film. 11se

director of the movie gave him theknob as a gift.

Just goes to show, with some moviedirectors, generosi!t knows I10

Sounds.

Couple of weeks ago Bill Leonard.CBS news vice president and dire i,.1of news programming. annouin r,lthat Art Buchwald. syndicated newscolumnist and political satirist, hasbeen appointed Very Special Corres-pondent for the network's coverageof the Republican and Democraticconventions this summer. Guiding thecoverage will be CBS anchor manWalter Cronkite.

We thought we had this strategyfigured out, teaming Buchwald M ithChet Cronk- uh, Walter Cronkite,until we read Buchwald's explanationof the move:

"CBS News wanted someone to puteverything into perspective. After allthe funny stuff is over, I'll do theserious wrap-up."

He's got to be kidding. we thought,until we read Bill Leonard's confir-mation of Buchwald's plans. Art willdo a series of "deep analysis" pieces,Leonard said, and "if that is success-ful, he may go on to attempt some'very deep analysis' of conventionactivity."

Cronkite is doubtless working outa soft-shoe routine.

Something of a first for televisionoccurred last week when WELD -TVChicago premiered a new half-hourshow which is called, 10 O'clockNews at Nine -Thirty.

The station explains its program-ming strategy with the observationthat the show has the advantage ofappearing "one-half hour ahead ofChicago's usual late evening newsschedule."

There is no telling what this stra-tegy will lead to if the rest of theindustry follows suit. The EleventhHour News may appear at 10 or even9 and daytime serial, The Edge ofNight, may find itself smack in themiddle of primetime.

68 Television Age, Februar, 26, 1968

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Promotion of your product to key personnel at store level in 75 stores during a13 -week cycle.

Pre -survey reports for your product to determine the most effective merchandisingservices.

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