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Advertising-Age ' 

Entered as second-class matter Jan. 6, 1932, at the post office Ch*cago, Vl 

under the act of March 3 


Copyright, 1952, by Advertising Publi 

ations, Inc. 

June 9, 1952 

Volume 23 » Number 23 

15 Cents a Copy « $3 a Year 
CHICAGO 11 * Published Weekly at 
200 E. Illinois St. * DE. 7-1336 

801 Second Ave. » MU 6-8180 


Motorola Approval of ‘Specs’ 
Draws Fire from Many Agencies 

Lennen & Newell 
Starts Off with 
O'Meara, Toigo 

23 Ex-Geyer, Newell 
Staffers Also Join; 
Partners Explain Plans 


New York, June 5—Full opera- 
tion of Lennen & Newell came a 
step closer this week with the ad- 
dition of Walter O’Meara as cre- 
ative chief, Adolph J. Toigo as 
general manager, and 23 ex-Geyer, 
Newell & Ganger executives. 

AA was able to reach the part- 
ners in the new agency, who told 
flatly where they stand on pros- 
pective accounts (including Nash- 

(Continued on Page 69) 

Bagasse Newsprint 
Bows in Louisiana 

New ORLEANS, June 5—Valite 
Corp. of New Orleans and Lock- 
port, La., announced today it has 
developed a process for producing 
high grade newsprint from whole 
sugar cane bagasse. As a demon- 
stration, some Louisiana sugar belt 
newspapers were printed on ba- 
gasse newsprint this week. Will J. 
Gibbens Jr., president of Valite and 
its affiliate, Valentine Sugars Inc., 
made the announcement. 

® The manufacture of newsprint 
and other grades of white paper 
not only gives southern Louisiana 
a new industry but the outlet for 
bagasse will also solve a disposal 
problem. Thousands of tons of 
bagasse pile up each year as a re- 
sult of the grinding of sugar cane. 
Samples of the fine-finish news- 
print contain 100% whole bagasse 
including all pith. It is notable for 
the absence of clay filler. 

PRE-TESTED—This General Mills and Con- 

tinental Foods Wheaties-Frostee color ad, 

to run in Parade and This Week Maga- 

zine, follows a successful test last summer 

in three cities. Knox Reeves Advertising, 

the GM agency, will also run newspaper 

Indelible Mark on Advertising 
Lett by Lasker, Agency Pioneer 

Famed Adman Rose to Multi-Millionaire Philanthropist; 
AA's Editor Recalls Fabulous Luncheon Conversation 

New York, June 3—Albert Da- 
vis Lasker, dean of advertising 
men, longtime boss of Lord & 
Thomas, philanthropist and civic 
leader, died here May 30 at Hark- 
ness Pavilion. Ironically, the 72- 
year-old adman died from cancer, 
a disease which he had spent much 
time and money to combat. 

Most advertising men will re- 
member Mr. Lasker for a 32-year 
period, stretching from 1910, when 
he bought out Charles R. Erwin, 
and became sole owner of Lord & 
Thomas, to 1942, when he simply 
dissolved the agency. He started 
with Lord & Thomas in 1898 as a 
$10-a-week clerk. 

‘He had been a reporter, and 
worked for the Galveston News 
at 15 and later for the Dallas News. 
He was to become a fervent Re- 
publican, dating from 1896 when 
he was secretary to a successful 
GOP congressional candidate, the 
first Republican to be elected in 
the South since the Civil War. 

e He joined Lord & Thomas in 
Chicago. It was then one of the 
three biggest agencies, with an an- 
nual billing of $800,000, and was 26 
years old. Daniel M. Lord retired 
in 1904, the year Mr. Lasker be- 
came general manager. 

When Mr. Lasker joined L&T, 
total advertising volume through 
agencies was about $12,000,000. 
Within a few years, a number of 
agencies were billing that much. 
During his years with Lord & 
Thomas, the agency is estimated 
to have placed three-quarters of a 
billion dollars of advertising, with 
billings reaching an all-time peak 
of $50,000,000 in 1929. 

@ It was Mr. Lasker’s notion that 
the idea of advertising “to keep 
the firm’s name before the public” 
was balderdash; he and his fabu- 
lous copywriting team, John E. 
(Continued on Page 70) 


I can’t claim to have known Al- 
bert Lasker well. I had talked to 
him only a handful of times, and 
once—when Foote, Cone & Belding 
resigned the Lucky Strike account 
in 1948—I spent two days tracking 
him down by telephone to a remote 
resort in California. At that time 
he told me, in between a good deal 
of static and comments to someone 
who apparently was waiting for 
him impatiently, that he had no 
more direct interest in what Foote, 
Cone & Belding did than he had in 

“I'll tell you this,” he said. “I’m 
mighty proud of Emerson Foote.” 

® But about six months later, Mike 
Hughes, who was then executive 
editor of AA, and I had lunch with 
Mr. and Mrs. Lasker at their New 
York home on Beekman Place. 
The lunch was the longest and 
most notable I have ever eaten. 
Our purpose was to induce A. D. 
to write his memoirs of the adver- 
tising business, or to let us write 
them for him. But Mr. Lasker de- 
murred. He admitted that a good 
many things ought to be said, and 
that the advertising business ought 
to be steered back to the path of 
wisdom from which it had strayed, 
but he was not willing to have any 
history or any preaching done in 
his name. He was perfectly willing 
to tell us the things we ought to 
say, but he was unwilling to let 
us say that he told them to us. 

# So the luncheon, which lasted 
from shortly after twelve until 
four, was “off the record.” And 
how I wished I had a hidden re- 
corder around! 

A. D. was voluble, forceful, and 
no puller of verbal punches, once 
he was certain that we weren't 
going to take any notes and that 
we wouldn’t rush into print the 

(Continued on Page 67) 

|a summer 
| chlorophyll at $1.50 for an 8-oz. 

A.D. Lasker made only 
one public speech of any 
consequence to advertising 
men during his long career 
in the business. That was at 
the Advertising Federation 
of America meeting in Chi- 
cago in 1935. Because it tells 
his concept of the job of ad- 
vertising, AA reprints here- 
with the report of that talk, 
from its June 17, 1935, issue. 

Cuicaco, June 13—Lauding the 
late John E. Kennedy as the genius 
chiefly responsible for the amazing 
growth of advertising by defining 
its function as “Salesmanship in 
Print,”’ Albert D. Lasker, president 
of Lord & Thomas, gave the 31st 
annual convention of the AFA a 
flying start with an address on 

Mr. Lasker also threw an inter- 
esting light on his own career. He 

(Continued on Page 71) 

Now It’s Perfume 
and Tooth Powder 
with Chlorophyll 

New York, June 5—With not 
weather approaching, a number of 
perfume houses are giving ithe 
green light to chlorophyll com- 
pounds aimed at making milady’s 
life cooler over the summer. 

Parfums Schiaparelli Inc. is 
marketing a chlorophyll cologne 
perfumed with “Shocking.” The 
chlorophyll reportedly stimulates 
the skin and restores freshness. 
Twelve ounces of Chloro-Cologne 
sell for $5. 

Mary Chess Inc. has introduced 
cooling lotion with 

bottle, Other houses reportedly are 
getting ready to introduce chloro- 
phyll fragrances. 

Newport Finishing Corp., Fali 
River, Mass., took a page ad in 
Daily News Record today to an- 
nounce that chlorophyll is being 
added to its finishing processes. 

@ Linings impregnated with chlor- 
ophyll will “keep clothes spring 
sweet all year round” and help 
“prevent disagreeable perspiration 
odors,” according to the ad. 

Lambert Co., maker of Listerine, 
has turned its chlorophyll chal- 
lenge test ad (AA, April 7) into 
a national campaign. “Listerine 
stops bad breath four times better 
than chlorophyll” reads a page in 
Life, June 9. Collier's, Life, Look 
and The Saturday Evening Post 
will carry pages during July and 
August. Also on the list are 15 
monthly publications and selected 
newspapers throughout the coun- 
try. Lambert & Feasley is the 

Lever Bros. has begun promoting 
Chlorodent tooth powder nation- 
ally, along with Chlorodent tooth- 
paste (J. Walter Thompson Co.). 
The powder is white but turns 
green when wet. Colgate-Palm- 

(Continued on Page 8) 

Last Minute News Flashes 

Employes Win ‘Cincinnati Enquirer’ 

WASHINGTON, June 6—Federal Judge Bolitha Laws announced this | 

afternoon that the 11l-year-old Cincinnati Enquirer has become the 

property of the paper’s employes. 

They had offered $7,600,000 cash 

(put up by Portsmouth Steel Co.). Roger H. Ferger, former publisher, 

is president of the new company. 

Dorland Inc. Owes Creditors About $150,000 

New York, June 6—Dorland Inc. has filed an assignment for the 
benefit of creditors in New York county court. While no schedule has 
been filed, creditors place the agency’s liabilities at about $150,000, 
mostly to radio and TV stations, suppliers, vendors and graphic arts 
companies. One of the largest creditors ($25,000) is the DuMont Tele- 
vision Network. Newspapers and magazines are not included in the 
creditors list. A creditors meeting is scheduled for June 11. Most Dor- 
land clients and executives, including President Atherton Pettingell, 
recently joined Wesley Associates (AA, May 26). 

Young & Rubicam Resigns Daystrom Furniture 

New York, June 6—Young & Rubicam has resigned as agency for 
the Daystrom Furniture division of Daystrom Inc., Olean, N. Y. A new 
agency will not be named for about a month, Harris Whitaker, sales 
manager, told AA. It will also be about a month before the company 
names a replacement for Henry Bucklin, former ad manager, who re- 
signed several weeks ago to join Beaumont & Hohman, Chicago. 

(Additional News Flashes on Page 73) 

Four A’s Chairman 
and Others Take Issue 
with Adman’s Thesis 

Cuicaco, June 5—Not all agen- 
cies are willing to agree with Ellis 
Redden, Motorola advertising di- 
rector, that speculative presenta- 
tions are essential in making a 
choice of agencies. 

In one of the most provocative 
statements on the subject ever is- 
sued, Mr. Redden told AA after 
the company had picked Ruth- 
rauff & Ryan as its agency (AA, 
May 26): 

“I don’t see how we could have 
made an intelligent choice with a 
real basis for comparison without 
speculative presentations...It 
seems to me that it would serve 
agencies well to have their most 
capable men prepare and make 
‘speculative presentations’ to more 
dramatically sell their services, 
rather than oppose this type as 
‘unethical.’ ” 

@ Mr. Redden’s forthright state- 
ment was not slow in bringing re- 
plies from those who do not agree 
with his point of view. Unsolicited 
letters taking issue with the Redden 
viewpoint were received from 
Louis N. Brockway, executive v.p. 
of Young & Rubicam, and chair- 
man of the board of the American 
Assn. of Advertising Agencies; 
from H. H. Ohlmacher, v.p., Mel- 
drum and Fewsmith; from H. H. 

Hutzler, president, Hutzler Ad- 
vertising Agency, Dayton, and 

(Continued on Page 38) 

Y&R, Without 

‘Specs, Garners 

Zenith Account 

Speculative Material, 
Important to Motorola, 
Fails to Sell Zenith 

Cuicaco, June 5—Zenith Radio 
Corp. has placed its radio and TV 
account with the Chicago office of 
Young & Rubicam. The agency 
takes over that portion of the Zen- 
ith business formerly handled by 
MacFarland, Aveyard & Co., and 
Critchfield & Co., the latter of 
which placed trade _ publication 
space. The Chicago office of Bat- 
ten, Barton, Durstine & Osborn, ap- 
pointed for Zenith’s hearing aid di- 
vision last November, will continue 
to handle that portion of the ac- 

Although Zenith confirmed the 
agency change, it refused to elab- 
orate on it, because the change will 
not be announced “officially” until 
June 12, at a Zenith sales conven- 

s AA learned, however, that the 
successful bid of Y&R for the ac- 
(Continued on Page 74) 

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. ™ to take that chance.” 

‘Progressive Grocer’ Announces a Larger 
Page Size; Others Decide to Follow Suit 

Cuicaco, June 5—The grocery 
publication field will have a “new 
look” late this fall, when several 
magazines change over to a larg- 
er page size 

Progressive Grocer started the 
whole thing by announcing that, 
after 30 years as a small-size 
(5%x8'") publication, it will in- 
crease its page size to 84x11” in 

At least three other publications 
are certain to follow Progressive 
Grocer’s lead—-IGA Grocergram, 
Meat Merchandising and Grocer’s 
Digest—and a fourth, Plee-Zing 
Answer may also follow suit. 

® AA found no great enthusiasm 
on the part of these other publi- 
cations to change their page size 
at this time. Their publishers free- 
ly admitted that they were more 
or less being forced into this 
change by Progressive Grocer’s de- 

As one publisher put it: “When 
the biggest publication (in terms 
of circulation) in our size-class 
decides to go up to an 84x11” 
page, the rest of us have little 
choice but to go along. It might 
not hurt our ad revenue if we 
stayed small, but nobody is willing 

He pointed out that in many 

stances small ad plates made up 
for Progressive Grocer were then 
Sent. to other small-size publica- 
fiens in the field. When PG ups 
its size, some advertisers might not 
Want to make up a small plate just 
for one or two publications, he 

In at least one case, the change 
ill fit into a new promotion plan 
the publication (although it ad- 
itted that it would have held off 
1 increasing its page size “a 
ar or longer” if Progressive Gro- 
:. hadn't announced its plans). 
» IGA Grocergram is the publica- 
tion, and it has worked out a new 
~ in connection with reprints 
forthcoming newspaper ads. 
With its present page size, Gro- 
@ruram runs these ads merely to 
Gall attention to the fact that they 

@fre scheduled to appear in the 
Starting in October, however, 

Grocergram has worked out a plan 

whereby advertisers whose prod- 
ucts are featured in these reprints 
will actually pay something for be- 
ing listed. With its present page 
size, Grocergram points out, this 
plan wouldn't work very well, be- 
cause in ads reduced from a full- 
page newspaper size many products 
would be too small to be seen. 

Grocergram is no stranger to a 
larger page size. Prior to 1943, its 
pages measured 81x11”, but the 
paper shortage caused it to trim 
to 54%2x8'%”, its present size. 

s John L. Hoppe, publisher of 
Meat Merchandising, told AA that 
oldtime butchers preferred the 
present size—it was convenient to 
keep on the counter, near the cash 
register, etc. 

Five years ago, a check of butch- 
ers indicated that only 20% would 
prefer a larger size book, he said. 
But a similar check made recently 
found 49% of the butchers wanted 
the larger size. 

Ad rates are “certain to go up” 
with the new format, Mr. Hoppe 
said. Production costs will rise 
60%, postage will more than 
double, and art and engraving costs 
will also increase, he predicted. 

Horace Barks, publisher of Gro- 
cer’s Digest, told AA that he wasn't 
particularly happy with the idea, 
but that he would undoubtedly go 
along with the others on the 
change. He estimated that the 
changeover would boost produc- 
tion costs by as much as one-third. 

® Wilbur Davidson, publisher of 
Plee-Zing Answer, said he also is 
considering going to the larger 
size, but hasn't definitely made up 
his mind as yet. He also estimated 
that the changeover would result 
in a one-third increase in produc- 
tion costs. 

Carl Dipman, editor of Progres- 
sive Grocer, gave AA three main 
reasons for the publication’s de- 
cision to go to an 82x11” page: 
(1) the grocery business is bigger; 
(2) larger stores are demanding 
more display, and (3) advertisers 
want larger space. 

PG actually decided to increase 
its page size ten years ago, Mr. 
Dipman said, but has been unable 
to do it because of war and paper 

Network Affiliates 
Get Set to Haggle 
Over Rates July 1 

New York, June 5—The future 
of network rate structure 
will be hanging in the balance 
when CBS affiliates convene here 
July 1-2 

This meeting was called by a 
group of affiliates following wide- 
spread reports that Columbia will 
take the lead in another industry- 
wide rate cut. Some sources expect 
the drop: to be as much as 50%— 
enough to equalize day and night- 
time rates 

By mid-week, approximately 90 
stations had notified George Storer 
of Storer Broadcasting Co. that 
they would have representatives 
at the meeting. Mr. Storer was one 
of the nine broadcasters who 
signed the wire inviting their fel- 
low station operators to the special 

Present plans call for the first 
day's session to be for affiliates 
only. The second day local broad- 
casters will confer with a contin- 
gent of top network executives, 
headed by CBS Board Chairman 
William S. Paley 


@ An agenda and working proce- 
dure for July 1 will be outlined at 
meeting to be held 
Detroit. This 
Page 74) 

a preliminary 
probably in 
(Continued on 


Appoints Tim Morrow Agency 

Pioneer Engineering & Service 
Co., successor to H. M. Byllesby & 
Co., Chicago construction and man- 
agement organization, has named 
Tim Morrow Advertising, Chicago, 
to direct its advertising. 

Tucker Joins Reynolds Ltd. 

Stewart Tucker, formerly adver- 
tising manager of O’Keefe’s Brew- 
ing Co., Toronto, has been ap- 
pointed an account executive in 
the Toronto office of E. W. Rey- 
nolds Ltd. 

Theres 2 foture for VOU... in your 




SUPPORT—-Point of Advertis- 

ing Institute is backing the Air Force re- 

cruiting drive with a “poster purchase” 

plan, by which members, manufacturers 

and retailers may purchase at cost and 

distribute reproductions of the above full- 

color poster, donated by Norman Rock- 

OUTDOORSMEN—With mixed expressions at the 

Herbert Noxon, art director, 


Breunig, art director, Foote, Cone & Belding, chairman of the exhibit; George Oliva, 

director of advertising, National Biscuit Co., who won the grand medal award, and 
Albert Burke, outdoor manager for Coca-Cola Co., third grand award winner. 

May 27 dinner celebrating the 
20th National Competition and Exhibit of Outdoor Advertising Art are (leit fo right) 

chairman of the jury; John B. 

Eric Johnston 
Blasts Papers 
Movie Ad Rates 

TALcotr Mountain, Conn., June 
5—“Why do newspapers charge 
premium rates for motion picture 
advertising? Why must it cost any 
more to advertise the film that’s 
playing at the Bijou theater than 
the products of other American in- 
dustries now classified as general 

Eric Johnston, president of the 
Motion Picture Assn. of America, 
blasted away at movie advertising 
rates in a talk before the Hartford 
Times press-motion picture sym- 
posium yesterday, with questions 
like the above, and others, equally | 
pointed. | 

“By what economic logic is the} 
motion picture theater reauired to} 
pay more to advertise its wares} 
than other enterprises with local | 
distribution?” he asked, pointing! 
out that movies have an integral 
business function in the community 
and can no longer be classified as 
a novelty—the original reason the- 
aters were charged premium rates. 

“When the movie theater first 
took root in the community, the 
newspapers bracketed it with cir- 
cuses, carnivals, road shows and| 
other types of transient entertain- 
ment. That was the ad classifica- 
tion we got tagged with then and 
we've been stuck with it ever since. 

s “We've been stuck with it even 
though the movie theater today is 
as basic a part of community life) 
as the post office, the library, the | 
town hall, the corner grocery store 
and, of course, the newspaper.” 

The extra charge has become 
“archaic, discriminatory and un- 
fair,” Mr. Johnston said. 

Begging a possible rejoinder by 
the publishers, the industry leader 
said that movies are “not asking 
for lower prices than are charged 
other local firms doing business in 
a competitive atmosphere. We ask 
only for equality in the matter of 

“There is nothing ephemeral 
about the movies as a local busi- 
ness enterprise,” he declared. “Ex- 
hibitors have several billion dol- 
lars invested in local enterprise. 
They pay local taxes. They con- 
tribute to community life, and they 
employ local people. It is estimated 
that an average of 67¢ of every 
dollar spent at the boxoffice stays 
in the community. Our movie thea- 
ters give substance to a phrase the 
newspaper industry originated, 
publicized and made a part of its 
commercial language, ‘all business 
is local.’” 

® Mr. Johnston pointed to reader- 
ship studies which indicate the 
high readership of movie advertis- 
ing and said: “Some of you might 
feel that such high readership of 

our advertising justifies the higher 

rate we are asked to pay. 

“But I can’t believe that many 
publishers go along with the the- 
ory that ad rates should be pegged 
to readership. After all, what pub- 
lisher wouldn’t be happy about 
having all the ads in his paper get 
100% readership.” 

Newspapers in Binghamton, 
Hartford, Houston and Rochester 
have recognized the movie influ- 
ence on local business prosperity 
—including that of the newspaper 
—and have put movie ad rates on 
a general commercial basis, to the 
benefit of all concerned, he said. 

“I hope that other newspaper 
publishers and advertising mana- 
gers throughout the country will 
take a real close look at the results 
so far in these cities. It might be 
an eye-opener,” Mr. Johnston said. 

Paul Gerot Elected 
Pillsbury President 

MINNEAPOLIS, June 3—Paul S. 
Gerot, 49, who started as a Pills- 
bury Mills salesman in 1926, is the 
new president of the big milling 

He succeeds Philip W. Pillsbury, 
49, who moves up to chairman of 
the board, replacing his uncle, 

Advertising Age, June 9, 1952 

‘Congress May Ban 

Use of Price Ads 
by D. C. Optometrists 

WASHINGTON, June 4—The Wash- 
ington Publishers Assn. appeared 
to be waging a losing battle this 
week to convince Congress that 
Washington optometrists should 
have the right to mention price in 
their advertising for eyeglasses. 

Under the friendly guidance of 

| Rep. A. L. Miller (R., Neb.), who is 
'a doctor, the House district com- 

mittee was reported to be ready 
to give its approval to a new op- 
tometry iaw which provides severe 
penalties for optometrists who use 
price advertising. The law is sup- 
posed “to raise professional stand- 
ards” among optometrists. 
Pending for a number of years, 
the bill slipped through the Senate 
unanimously last month. Similar 
legislation passed the House dur- 
ing previous sessions of Congress. 

8 The bill is strongly supported by 
the American Optometric Assn. 
During a hearing this week, Dr. 
Henry Hoff, president of the dis- 
trict chapter of the association, 
said it is designed to protect the 

“Price advertising is a snare to 
suck in the creduious,” Dr. Hoff 
told the committee. 

Peyton R. Evans, executive sec- 
retary of the Washington Publish- 
ers Association, warned that the 
ban on price advertising would de- 
prive the public of the opportunity 
to compare prices of eyeglasses. 

Rep. Miller charged that oppo- 
nents of the bill are thinking of 
the interests of optometrists rather 
than the public. 

Congress handles the legislation 
in its role as city council for the 
District of Columbia. 

Universal Plans 
Biggest Ad Push 
for Peck-Blyth Film 

New York, June 3—Universal 
Pictures Co., distributor of Uni- 




Poul Gerot 

Philip Pillsbury 

John Sargent Pillsbury, board | 
chairman for 19 years. 

Mr. Gerot, executive v.p. the | 
| past year, guided Pillsbury’s entry | can Weekly, Collier's, Look, Mod- 

into the home baking mix field and} 
has always been associated with} 
the selling end of the business. He| 
is largely responsible for Pills-| 
bury’s aggressive sales campaigns 
in recent years. 

® Philip Pillsbury, president since| 
1940, is a practical flour miller and 
one of the few top milling execu-| 
tives in the country who is a mem-| 
ber of the Assn. of Operative Mill- 
ers. A grandson of one of the 
founders of the company, he has di-| 
rected the firm’s great expansion | 
of the past decade in the formula 
feed business, acquisition of Globe 
Milling Co., Ballard & Ballard, 
Duff and two Canadian mills, as 
well as the move into home mixes. 

Howard Stores Appoints A.M. 

Howard Stores Corp., New York, 
has appointed Martin S. Wiener 

advertising and sales promotion 
director. Formerly advertising- 
publicity director of Browning 

King Fifth Ave., New York, Mr. 
Wiener will set up an advertising 
department for Howard. 

Travellers Premium Moves 

Travellers Premium Co., New 
York, has moved to larger quar- 
ters at 80 Washington St. 

| Ann Blyth. It marks the most ex- 
|; tensive advertising campaign 

versal-International pictures and 
J. Arthur Rank productions, will 
use full-color pages between July 6 
and Aug. 5 in 13 magazines and 
three national Sunday supplements 
to promote “The World in His 
Arms,” starring Gregory Peck and 

Universal's history. Monroe Green- 
thal Co. is the agency. 

Ads will break on 13 different 
days during the 30-day period. Me- 
dia to be used include The Ameri- 

ern Screen, Motion Picture, Movie- 
land, Movie Life, Movie Stars Par- 
ade, Parade, Photoplay, Redbook, 
Screenland, Screen Stories, Silver 
Screen, The Saturday Evening 
Post, and This Week Magazine. 

® Designated as Universal-Inter- 
national’s 40th anniversary motion 
picture, the technicolor adventure 
romance will receive substantially 
more coverage than any of the 
company’s previous pictures. 

David A. Lipton, v.p. in charge 
of advertising and publicity, told 
AA that the company is using Sun- 
day supplements more extensively 
than in any previous campaign. 
The forthcoming ads in Sunday 
supplements are being timed, he 
said, to appear on successive weeks 
in 65 principal cities. 

Appoints Gray & Rogers 

MacAndrews & Forbes, Camden, 
N. J., maker of licorice products, 
has named Gray & Rogers, Phila- 
delphia, to handle advertising and 
public relations. 

Ruppel Quits ‘Collier's’ 

Louis Ruppel has resigned as 
editor of Collier’s. Edward An- 
thony, publisher, will act for the 
time being as both publisher and 

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Advertising Age, June 9, 1952 

College Football Sponsor Required 
to Give National Coverage in 1952 

NCAA Committee Will 
Probably Accept Bids 
Shortly on 12 Games 

New York, June 5—The adver- 
tiser who pays the bill to televise 
college football this year will get 
his choice of games—but strictly 
within the limitations set up by the 
National Collegiate Athletic Assn. 

The TV gridiron plan for 52, as 
worked out by the NCAA commit- 
tee, calls for a series of 12 games 
to be televised weekly from Sept. 
20 through Nov. 27, with each team 
limited to one video appearance. 
The sponsor will be required to 
provide “national coverage”—that 
is, all available interconnected sta- 
tions on these 12 dates. In addi- 
tion, the advertiser “must make 
any one or more of the games in- 
volved available without charge to 
any other networks and independ- 
ent stations which may wish to 
carry such games simultaneously 
with the network presenting the 

This 1952 program, which un- 
like last year’s NCAA-controlled 
video test will have no area black- 
outs, has been submitted to the 
association’s membership of 335 
schools for a mail vote. Approval 
—a two-thirds vote is required— 
is expected by June 8. After that 
time bids will be accepted from 
networks and sponsors. (South- 
western colleges may allow some 
sold-out games to be televised in 
that area, in addition to other tele- 
casts under the plan.) 

® As explained by Robert A. Hall 
of Yale, chairman of NCAA’s TV 
committee, each would-be sponsor 
will be asked to submit a schedule 
of the games he proposes to carry. 
It is on the basis of this program 
(assuming, of course, that his 
product meets the NCAA’s stand- 
ards for “dignified sponsorship”’), 
not on the basis of money offered, 
that the sponsor will be selected. 

An advertiser’s bid will have a 
better chance for success if he 
suggests a wide geographic distri- 
bution of games and a fair amount 
of participation by small colleges. 
The latter may be included as the 
national game or carried locally 
as a substitute for the national 

s After the NCAA has awarded 
the rights, the advertiser, adver- 

tisers or network chosen will nego- 
tiate the financial terms directly 
with the colleges selected for the 
series. Throughout the season, 
however, the committee retains 
control over the program and re- 
serves the right to make changes, 
exceptions, etc., after consultation 
with the members involved. 

Mr. Hall said it is not possible 
to estimate how much the 1952 
rights will cost a sponsor. In 1951 
Westinghouse Electric Corp. paid 
approximately $700,000 to colleges 
to televise the NCAA approved 
schedule of games over NBC-TV. 
Of this amount, 18% went to the 
NCAA, which spent $50,000 for a 
National Opinion Research Center 
survey to determine the effects of 
TV on the college football gate. 
NORC reported that “television 
continued to exercise an adverse 
effect on college football attend- 
ance in 1951.” 

® Excepting the proviso limiting 
each team to one appearance, the 
1952 program is somewhat less 
circumscribed than its predecessor. 
However, there are indications the 
NCAA believes the future will call 
for even stricter supervision of 
college gridiron video activity. 
Fearful that television, “‘unless 
effectively checked, may spell the 
end of amateur football,” the com- 
mittee is considering such addi- 
tional controls as: (1) making a 
“large assessment on money se- 
cured from TV rights to be redis- 
tributed to all 

football playing | 

member colleges located in tele-| 

vision areas on a pro-rated formula 
which would be based on an insti- 
tution’s attendance or operating 
budget for a base period to be 
determined”; (2) limiting teams 
to every-other-year or less fre- 
quent appearance on video in an 
effort to get more small colleges 
into the act. 

@ These proposals probably will 
come up for discussion at the 
NCAA meeting in January; they 
will not affect the 1952 program. 
There will be no NCAA-imposed 
limitations on theater television for 
the coming season. Theaters will 
negotiate directly with the colleges 

for these rights. At a press confer- | 

ence here this week, Mr. Hall said 
“we will do all we can to encour- 
age theater TV.” The group also 
has high hopes for pay-as-you-see 

‘Sun-Times’ Names 
12 Winners in ‘It 
Takes 2’ Contest 

Cuicaco, June 3—The Chicago 
Sun-Times this week announced 
2 winners in its contest for Lichty 
cartoon ideas illustrating the pa- 

per’s “It Takes 2” campaign in the | 

trade press. 

The Sun-Times said the winning 
ideas were picked from more than 
1,000 suggestions by advertisers 
and agency men. They will appear 
in Lichty cartoon ads to be run 
this summer. 

The 12 winners, who will all re- 
ceive two cases of their favorite 
beverage, are: 

Donald B. Buckley, Van Sant, Dugdale 
& Co., Baltimore; Herbert Carpenter, Mills 
Industries Inc., Chicago; Harold Daly, Ol- 
son Rug Co., Chicago; John Dineen Jr., 
Pillsbury Mills Inc., Chicago; Llew Jones, 
Foote, Cone & Belding, San Francisco; 
Clarendon Mower Jr., SSS Co., Atlanta; 
Frank Isao Nishioka, Abbott Kimball Co., 
San Francisco; Jack O’Hara, Valentine 
Radford Advertising, Kansas City, Mo.; 
Richard C. Proctor, Southern Comfort 
Corp., St. Louis; Mrs. Marion Reeves, 
Gregory & House Inc., Cleveland; Joe 
Rosenbloum, Mandel Bros., Chicago, and 
Gene Vinik, Campbell-Ewald Co., Chicago. 
Each winner also will receive a 

credit line in the published ad. All 
other entrants were awarded twin 
consolation prizes of a stainless 
steel jigger and a combination bot- 
tle cap remover and corkscrew. 

The Sun-Times reported that 
most-frequently suggested  situ- 
outstanding characteristics of 
shapely damsels.” 

Hemminger Heads Ads, PR 

Charles Arthur Hemminger, 
formerly director of public rela- 
tions of the American National 
Bank & Trust Co., Chicago, has 
been named director of advertis- 
ing and public relations for the 
First National Bank of St. Louis. 
He succeeds the late William M. 

NBC Promotes Hitchens 

Robert Hitchens, who joined the 
company’s promotion department 
in July, 1951, has been promoted 
to supervisor of sales promotion 
for the radio network of National 
Broadcasting Co., New York. 

Mary Brady Joins Doherty 

Mrs. Mary Brewster Brady, for- 
merly with Dancer-Fitzgerald- 
Sample, has joined the copy de- 
partment of Doherty, Clifford & 
Shenfield, New York. 

“were those involving the! 




vor PULL pte oe 


=H \ 

=. “ oe *. 

TESTED AND APPROVED—According to the display, this product has been “tested 
and approved by Colgate.” Just what this means we're not sure. The company 
didn’t explain. 

17-Jewel Watch Goes Free to Purchasers 
of Domestic Sewing Machines During June 

CLEVELAND, June 4—Trying its 
first giveaway promotion, Domes- 
tic Sewing Machine Co. is offering 
wrist watches to purchasers of its 

Until the end of June, Domestic 
dealers throughout the country 
will include a 17-jewel watch— 
either a man’s or woman’s—with 
the purchase of a standard or de- 
luxe Domestic machine. 

Domestic’s magazine advertising 
during the period makes no men- 
tion of the giveaway but generally 
supports the campaign. The theme 
is built around the slogan “Won- 
derfully Simple—Simply Wonder- 
ful” and stresses the performance 

and mechanical qualities of a Do-| 


@ The magazines being used are 
American Home, Collier's, Coun-! 
try Gentleman, Household, Wom- 
an’s Day and Woman’s Home Com- 
panion, Fuller & Smith & Ross is 
the agency. 

An agreement with the watch 
manufacturer prohibits naming the 
brand in Domestic’s exterior ad- 
vertising but permits the name to 
appear on point of sale pieces. 

Giving either a man’s or a wom- 
an’s watch keeps the deal flexible, 
according to Samuel McChesney, 
director of Domestic advertising. 
He expects high volume sales re- 
sulting from the novel offer to 
more than offset the cost of the 
nationally known watches. 

® Domestic’s magazine program 
ties in the “Operator 25” promo- 
tion by which prospective custom- 
ers may call Operator 25 at West- 
ern Union and ask for the name 
j and address of the nearest Domes- 
| tic dealer. 

| A direct mail promotion to Do- 
mestic dealers includes three 
| pieces—an announcement, a get- 
| ready message and a briefing on 
how to use the watch offer to in- 
‘crease sales. 

FTC Denies Fair 

Trade Law Helps 
Small Retailer 

WASHINGTON, June 5—The Fed- 
eral Trade Commission today 
urged senators to make a thorough 
examination of the problems of 
small retailers before passing “fair 
trade” legislation. 

Appearing in opposition to the 
McGuire fair trade bill, which al- 
ready has passed the House, an 
FTC spokesman told members of 
the Senate interstate commerce 
committee that “retail price main- 
tenance legislation does not reach 
the core of the problem its sponsors 
want eliminated.” 

In a detailed analysis of FTC's 
investigations of “fair trade,” Ev- 
erett MacIntyre, assistant director 
of the bureau of anti-monopoly, 
said fair trade gives an advantage 
to big distributors who can offer 
similar merchandise at lower prices 
under private brands. 

As an alternative to fair trade, 
he said the FTC feels small mer- 

(Continued on Page 75) 

Schenley Emphasizes 
the Role of Water 

New York, June 3—Latest in- 
stitutional ad in the current cam- 
paign being conducted by Schenley 
distributors emphasizes the role of 
water in lending flavor to whisky. 

The ad appearing this month in 
magazines, newspapers in cities 
where Schenley plants are located, 
financial publications, and wine 
and liquor journals, is entitled 
“Water with a Southern Accent.” 
It points out that the company’s 
distilleries in Kentucky and south- 
ern Indiana are located near pure, 
deep limestone springs. 

@ The new Schenley hourglass 
symbol is featured to show how the 
company combines skill with the 
slow processes of nature to produce 
quality products. The symbol is al- 
so being used in the new campaign 
for Schenley Reserve currently ap- 
pearing in 468 newspapers. 

The institutional ads are running 
in Atlantic Monthly, Business 
Week, Fortune, Harper’s Magazine, 
Life, The New Yorker, Newsweek, 
Time and U. S. News & World Re- 
port. . 

Batten, Barton, Durstine & Os- 

‘born is the agency. 

Calvert Ad Copy 
Invites Visitors 
to Distilleries 

LovuIsvILLe, June 4—Calvert Dis- 
tillers Corp. will use color pages 
in Collier’s (June 26), in Look 
(July 10) and a color spread in 
Life (July 12), plus car cards in 
40 cities this summer to invite the 
public to visit its plants here and 
in Baltimore 

In addition, 1,200-line ads in 120 
newspapers will be used in July 
to promote taste tests between Cal- 
vert and competitive brands. Len- 
nen & Newell is the agency. 

“Never in the industry has any 
distiller gone to the public directly 
in national advertising to promote 
plant visiting so as to demonstrate 
and explain new processes,” Wal- 
ter F. Terry, Calvert v.p., told a 
press conference today. 

@ The advertisements, he said, 
will break at the height of the va- 
cation season, when people bundle 
into the family car to escape famil- 
iar scenes and to see America. 

Visitors to the distilleries, he 
said, are promised that they will 
be impressed with the advanced 
methods in use, which include vac- 
uum distilling units and eee 
quality controls. 

Prominently featured in the ad 
will be the whisky taste-testi 
method, More than 180,000 tastes 
tests were given to consumers lagt 
year. In the last five years, M 
Terry said, more than 500,000 P 
these tests have been made. 

“In challenging the consumer 
make this test,” he said, “we ar 
taking little risk, We know fro 
the testing that we have made tha’ 
given an opportunity to taste ar 
choose impartially, about 72% 
the drinking public will choo 
Calvert over other brands.” 

® Explaining this pre-testing, a 
Terry made these points: 

1. That so-called whisky exper 
do not employ any well-defin 
techniques or have any special i 
stinct for predicting how a pro 
uct will be accepted by consume 

2. The company’s quality contr 
laboratories here have establishe 
methods that enable the compan 
to determine consumers’ prefer 
ences by what he called a “Gallup 
Poll of consumer whisky tests.” 

Mr. Terry disclosed that the 
“quality contro! experts here have 
been asked to test a variety of 
products in other fields such as 
foods, beverages and cosmetics.” 

Commenting on the price situa- 
tion in the liquor industry, Mr. 
Terry said that Calvert prices will 
not drop, despite higher invento- 
ries. Costs of raw materials and 
labor, he said, make price reduc- 
tions impracticable. 

WPIX Cuts Prices in Half 
to Spur Summer Sales 

Effective June 15, the fourth 
anniversary of the station, WPIX, 
New York, will offer special sum- 
mer rates—on programs and parti- 
cipations—amounting to about 
50% of the usual price. 

Top bargain in the package, ac- 
cording to the station, is run-of- 
the-station spots. The price: 25 
eight-second identification spots 
per seven-day week for $500 and 
60 per week for $1,000. Other 
warm-weather offerings: “Matinee 
Newsreel” at $100 a program or 
$500 for a five-day week; “It Hap- 
pened This Week,” a local and na- 
tional newsreel, at $10,000 for 13 

Servel Promotes Wallace 

William W. Wallace, assistant 
manager, has been named general 
manager of the international divi- 
sion of Servel Inc., Evansville, Ind. 
Mr. Wallace has been with Servel 
since 1935. 

Cninateley eenenens 


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Forced Combination Papers Give No Sign of 
Rate Changes; They Will ‘Wait and See’ 

Cuicaco, June 5—Newspapers 
selling advertising only at unit 
rates appear to be taking the 
Times-Picayune decision calmly 
(AA, June 2) 

ADVERTISING AGE checked repre- 
sentatives handling many of the 
combination rate papers, and was 
told in every case that the papers 
affected by the court's decision had 
made no mention of any plans to 
change their rate structures. 

Apparently, most publishers who 
would be affected by the district 
court’s ruling plan to sit back, 
study the decision, and see what 
happens when the case goes to a 
higher court 

@ In listing newspapers sold only 
in forced. combination in last 
week's issue, AA incorrectly in- 
cluded the Westchester Group in 

New York, the Pensacola Jour- 
nal and News, the West Palm 
Beach Post and Times, and the 

San Antonio Express and News. 

Combination rates are offered for 
papers in the Westchester Group, 
but there is no requirement that 
an advertiser use more than one 
paper, and each is listed individu- 
ally in Standard Rate & Data Ser- 

In the case of the Pensacola, 
West Palm Beach and San Antonio 
combinations, either the morning 

or the evening paper may be 
bought separately 
s The Times-Picayune observed 

editorially that the application of 
unit rate advertising was a prac- 
tice introduced by a competitor in 
New Orleans and not the Times- 

“This competitor,” read the edi- 
torial, “continued this practice for 
11 years before it was adopted by 
this company.” 

The editorial added: “The deci- 
sion of the United States district 

court (on May 27) that application 
of the unit advertising rate is in 
violation of the anti-trust law will 
be appealed to the United States 
Supreme Court. A final decision 
from the highest court seems 
needed in this test case in the in- 
terest of this newspaper, other 
newspapers which apply the unit 
rate, and the advertising public.” 

Junket Starts Campaign 

Chr. Hansen’s Laboratory Inc., 
Little Falls, N. Y., is using full- 
color pages in Life and spots on 
over 70 radio stations to promote 
Junket freezing and sherbet mix. 
Premiums—including a_ stainless 
steel steak knife for 25¢ and two 
“Junket” freezing mix box fronts 
—are being offered. McCann- 
Erickson, New York, is the agency. 

Compton Elects Bankart V.P. 

Henry R. (Reg) Bankart, ac- 
count executive at Compton Ad- 
vertising, New York, has been 
elected a v.p. of the agency. Mr. 
Bankart joined Compton in 1945 
and has been associated with vari- 
ous Procter & Gamble accounts. 

“That reminds me. Have you seen our profit statement now that 
we're advertising in the Des Moines Sunday Register?” 

So what's Fort Knox? lowa constitutes a selling opportu- 
nity that's open to amy advertiser! The magic key is the 

Des Moines Sunday Register. 

Look what it opens: A market that’s made up of 2/2 million 
~~ »sle who annually earn a thumping 31 billion dollars. 

3oth town and farm people they are... 

with the urban half 

outbuying famous big-buying cities like Boston, Philadel- 
phia, or St. Louis... and a rural half that’s tops in the world 

for income! 
Here's how it works: The Des 
gathers up the whole wealthy sta 

lowa's 99 counties ranging from a phenomenal 50% to 

complete domination . . . a swe 
counties more... and at least 21 

Moines Sunday Register 
te—with coverage in 79 of 

eping 40% to 49% in 12 
% in the few others. State- 

wide, that’s 2 out of 3 of all families. 
Better count yourself in, don’t you think? Especially since 
the Des Moines Sunday Register does all this at a milline 

rate of $1.84. 



ABC CIRCULATION March 31, 1952 
Daily, 376,658—Sunday, 543,674 


Gardner Cowles, President 
Represented by: 

Scolaro, Meeker & Scott —New York, Chicago, Detroit, Philadelphia 
Doyle & Hawley—tos Angeles and San Francisco 

Advertising Age, June 9, 1952 

The greatness of Albert Lasker comes through clearly in the three 
articles on him in this issue—the story of his life, S. R. Bernstein’s 
report of his remarkable interview with the famed adman four years 
ago, and the reprint of AA’s 1935 story on Mr. Lasker’s one impor- 
tant speech ; ; Page 1 

Four A’s Chairman Louis Brockway replies to Motorola’s Ellis Redden 
on the issue of speculative presentations. Meanwhile, Mr. Brockway’s 
own agency, without benefit of a “spec,” wins the Zenith ac- 

RR ois bs Mila ea wend ies aoc da Serckws ene ease ee REG eae Page 1 
The move is on among grocery trade publications to a larger page 
Neh hn cn ala le tir nechand a ark wale one eo watiad ead Chak enon Page 2 

Jersey Joe Walcott, still the world’s champion, has got in another fight, 
this time with an advertiser. Walcott has sued Calvert for unauthor- 
ized use of his picture in a Man of Distinction ad Page 37 

Beacon Wax Co. has become a major contender for floor wax leader- 
ship in several markets. Beacon’s entry into the Chicago market is 
described on ge Page 44 

In cooperation with the Chicago Tribune and the University of Chica- 
go, ADVERTISING Ace makes a major contribution to the study of 
brand loyalty with publication of the first of a series of articles on 
this subject by UofC marketing profes- 

as an ; eee er ee ae Ria tale tint erchrater Males Page 53 
Advertising Market Place ...64 Information for Advertisers . . 64 
Along Media Path .. 42 Mail Order Clinic ...... ..58 
Coming Conventions . 51 a eee 43, 72 
Creative Man’s Corner . 56 Photographic Review ....... .62 
Department Store Sales 74 Production Tips ...... .. 60 
94 5 boa hd ace Sieg 12 Rough Proofs ......... 2th sca 
Employe Relations ... 58 Salesense in Advertising ... .56 
Eye and Ear Department ._.. 58 This Week in Washington _.. .66 
Getting Personal _.. . 26 Voice of the Advertiser ..._.. 68 

Promotes John Rusinko 

John Rusinko has been promoted 
from assistant advertising manager 
to assistant manager of advertis- 
ing, sales promotion and _ public 
relations of Minneapolis-Moline 
Co., maker of tractors and agricul- 
tural equipment. 

Appoints Meissner & Culver 
Marion Electrical Instrument 
Co., Manchester, N.H., electrical 
equipment maker, has appointed 
Meissner & Culver, Boston, to han- 
dle its advertising, effective July 1. 
Henry A. Loudon Advertising, 
Boston, is the previous agency. 

| Ni HA iv. 


ii i ' 



“This is the size we send to the 
Growing Greensboro Market" 

YOU GET BIG-DOLLAR RETURNS on your investment in 
the Growing Greensboro Market—in North Carolina, South’s 
No. 1 state! ... Buying power in the 12 key counties of the 
Growing Greensboro Market is $667-million, 1/5 of the state’s 
total, accounted for by 1/6 of North Carolina’s 4-million 
population! The Greensboro 12-County ABC Market likewise 
has 1/5 of the state’s $2%-billion retail sales. . . To make the 
most of this major market where you get big-dollar returns— 
use the 100,000 daily salesmen of the GREENSBORO NEWS 
and RECORD... 

Only medium with dominant coverage in the Greensboro 12-County 
ABC Market, with selling influence in over half of North Carolina! 

Bureau of Census Figures 

+i ™ 

Represented Nationally by Jann & Kelley, Inc. 

. 1 ES 
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goth of a Series 

Worth i P hat! 
orth pasting in your hat! 
Key question for determining the value of any medium is: “Cost per 
line per thousand WHAT?” Best answer is “best customers.’ Because today 
advertising has to be selective to be profitable . . . has to sort out the best 
‘ customers from the not-so-good. In New York, one newspaper alone selects 
most of the market's best customers for you... the Herald Tribune. 
‘ This Quality Market is a class audience that buys mass .. . buys heavily ‘ 
y ; Two Herald Tribune families in 
at ALL price levels... and makes advertising profitable! Sell the kL every three have $5,000.00 or 
rs ; higher annual incomes. 
Herald Tribune Quality Market and you sell the people who are able and % 
willing to buy ... with high incomes, exceptionally large savings and om < 
=“ vr ons Le ae i , New York Herald Tribune women taer 
security holdings. . . families always receptive to new ideas. Find out about the entee spend dete tan Oh, ; 
000,000 a year for clothing and et 

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newspaper that always quotes you cost per line per thousand best customers: arcades 

N EW YO RK FER Herald Tribune families make 3 i 

as) 27,000,000 shopping trips a year! 
- a 

Herald Tribune yee Fl 

_ by Herald Tribune families. 

Statistical Source: Herald Tribune Continuing Home Study—uniquely complete analysis of 
@ newspoper's audience. For further data, write to Herald Tribune Market R h Department, 230 West 41st Street, New York 36, N. Y. 

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Brescia Heads Agency PR 

Matty Brescia, formerly pub- 
licity director of Liberty Broad- 
casting System, has been appointed 
director of press and public rela- 
tions counselor of Action Adver- 
ising, Memphis. Mr. Brescia at 
one time was radio-TV coordina- 
tor for the National Assn. of Pro- 
fessional Baseball Leagues and also 
ran his own public relations organ- 
zation in Memphis 

“Stoke-Rees Names Agency 

The Montreal office of Alford 
R. Poyntz Advertising Ltd. has 
been appointed to direct advertis- 
ing for Stoke-Rees Corp., supplier 
of hydro-electric products, The in- 
itial campaign is being planned 
for technica! papers 

‘Family Circle’ Names Walsh 

Joseph F. Walsh, formerly man- 
ager of the New York Herald 
Tribune's New England sales of- 
fice, has been named sales repre- 
sentative for Family Circle. He 
will work in New York. 

Snyder to Gill-Keefe 

William L. Snyder, formerly 
with the Chicago Tribune, has 
joined the Chicago staff of Gill- 
Keefe & Perna, radio representa- 
tive. He replaces Howard M. 
Keefe, who has resigned. 

Names Walton Butterfield 

Pulaski Monument Co., a new 
company, has appointed Walton 
Butterfield Advertising, New York, 
to handle its account. 

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Insurance Exchange 

Kansas City Mo 

Curtis Announces 
‘53 Rate Cuts for 
‘Country Gentleman’ 

PHILADELPHIA, June 3—Country 
Gentleman today unveiled its plans 
for a complete editorial revision 
starting with the February, 1953, 

Among the changes announced 
by Robert H. Reed, editor of the 
Curtis publication, and W. B. Wil- 
liams, advertising and sales pro- 
motion manager, are: 

1. Because of a reduction in page 
size to 429 lines (AA, May 19), 
advertising rates will be reduced 
an average of 20%. 

2. New page units will be added. 

3. Circulation will be opened up 
generally and the publication will 
be sold on newsstands for the first 
time since the war 

4. As many as four colors on ev- 
ery page will be used as a result 

of the adaptation of several new, 

Double X presses, allowing color 

on every page. 

New rates for the revamped 
Country Gentleman are: b&w page, 
$6,200 (old rate $7,300); 25 page, 
$4,150; % page horizontal, $3,725; 
‘43 page or one column, $2,075, and 
side bleed, $2,500. 

8 A two-color page under the new 
rates is $7,000 as compared with 
$8,550 at present. Four-color pages 
and second and third covers on the 
new card are $8,500, $1,500 less 
than the present rate. Four-color 
center spreads will be $17,000, 
down from $20,000, and two-color 
center spreads, now $17,100, will 
be $14,000. 

Mr. Williams said the magazine 
will begin promotion of the small- 
er Country Gentleman on June 10 
in trade publications and will con- 
centrate all of its promotion dur- 
ing the next seven months on the 
new format and size. In the fall, 
some newspaper space also will be 

Curtis spokesmen said that new 
postal rates, increasing costs of pa- 

ee ee ee 


“Giovanni says it has doubled his business, 

here in the media 

—— - 
Circulation, City and Retail Trading Zone 
160 oa 

150 158,430 

a TmES- 

eae Star 
vae 145,679 

0 ; 

e 143,997 

yoar 42 43 4445 

Source A 

B.C. Publishers’ Statements, Sept w 

46 47 48 49 «50S! 

of cach year 

department sng 

Talk about “taking a shine” 

more and more 

sage ssooss LINO 

~~ es 


rere re SSS eee 

! More and 
. Cincinnati is a 

morning-news paper town! Today, the Daily 
Enquirer has more circulation within the 
retail trading zone than the fotal circula- 
tion of any other Cincinnati daily. 

Represented by Moloney, Regan and Schmitt, Inc. 

Advertising Age, June 9, 1952 

per and the “new age” in farming 
had made the revision necessary. 
New features are being added, in- 
cluding four regional news sec- 
tions that in some cases might be 
only five days old when they reach 
readers. These sections will be in- 

The new changes will include 

uncluttered covers, a simple logo- 
type and a new body type. “Coun- 
try Living” will remain a com- 
plete section within the magazine, 
having proved a success not only 
among women but also among 
men, according to Curtis reader- 
ship studies. 
@ Mr. Williams said increases in 
circulation are anticipated, but 
that such increases during the 
coming months will be “bonuses” 
for advertisers. When and if ad- 
vertising rates will be increased 
commensurately is not known, but 
a close watch will be kept on the 
figures with that possibility in 

Country Gentleman began news- 
stand sales again in April of this 
year, and sold 70,000 copies, a fig- 
ure which has been steadily rising. 
A campaign also is under way to 
increase mail subscriptions. Cir- 
culation has been kept at a ceiling 
of 2,300,000. 

Mr. Reed disclosed that under 
the new format, contrast will be 
used to make advertising more out- 
standing. Where colored text is 
used, advertising will be b&w and 
vice versa. 

N. W. Ayer Adds Four 

Four additions have been made 
to the N. W. Ayer & Son staff. J. 
J. Clarke, formerly national sales 
manager of the home laundry 
equipment department of General 
Electric Co., has joined the plans- 
merchandising department in Phil- 
adelphia. William F. Rosebloom, 
previously v.p. of Davies, Emery 
& Rosebloom, Utica, N. Y., has 
joined the public relations depart- 
ment in New York. Monica Geran, 
formerly promotion editor of 
Glamour, also has joined the pub- 
lic relations department. Robert 
Pavloff, previously director of the 
Temple University Alumni Fund, 
has joined the Philadelphia copy 

Three Name Christal Co. 

Henry I. Cristal Co. has been 
named national representative for 
WGAR, Cleveland; WJR, Detroit, 
and WTMJ, Milwaukee. The 
WTMJ appointment was effective 
June 1. The appointment by the 
first two stations is effective July 
1. The Good Will stations—WGAR 
and WJR—previously were repre- 
sented by Edward Petry & Co. 
KMPC, Los Angeles, the third 
member of the Good Will group, 
will continue to be represented by 
H-R Representatives Inc. The three 
stations maintain their own east- 
ern office in New York under the 
direction of Gordon Gray, v.p. of 
the group. 

Promotes Teitel to Director 

Irvin Teitel, manager of the To- 
ronto branch of Canadian Adver- 
tising Agency, which has offices 
in Montreal and Vancouver, has 
been promoted to director of the 

Sheils Elected President 

G. K. Sheils, executive v.p. of 
N. M. Davis Corp., Toronto, has 
been elected president of the Ca- 
nadian Manufacturers’ Assn. 


for leading 
Magazine Publishers 

5 Columbus Circle, N.Y.19 * CO 5-8088 

“Over a Quarter Century 
of Dependable Service” 

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What Kind of Marketing Information 
Should You Expect From a Publisher? 

The better trade publications can supply a great deal 
of information about the industries they serve... and 
they will often do a surprising amount ‘of work to dig 
up the answers to your questions. Taking advantage of 
this service has helped many companies with their 
marketing problems. 

In the fields covered by Penton publications, there are 
a number of things we should be expected to know—or 
we couldn’t be doing a very good publishing job. 
Market information of this type is gladly given to 
persons who need it for sales planning. 

We wouldn’t attempt to give a blanket definition of the 
type of information generally available from publishers 
(it is bound to vary “greatly in different fields) ... but 
we can mention some of the things which Penton publi- 
cations have available. Our continuing Census of 
Metalworking, for example, was started in 1939—the 
first real census of this industry ever developed outside 
the U. S. Bureau of the Census. It has cost to date over 
half a million dollars... and each year it produces a 
wealth of information about the metalworking market. 
Such thorough knowledge of the industry enables a 
publication like STEEL to tell you: 

. the number of plants in each 
Metalworking Classification. 

. What these plants make. 

. Where they are located. 
. the operations they perform. 

... the number they employ. 

...the growth of the industry in 
past years. 
... production trends, ete. 

Of course, there are many other more specific questions 
which the research department or the editors may be 
able to answer. All kinds of requests for information 
are tossed at us every day. Some we can answer... 
some we can’t. But we'll do our best to supply the 
information if we have it. 

Yes, there are some limits to the help that a publication 
can give. We are not in the commercial research busi- 
ness, and it often isn’t practical to undertake extensive 
projects to develop data which is not available through 
our normal operations. Certain information about indi- 
vidual companies must be kept confidential. Most pub- 
lishers will not furnish or sell copies of their lists, 
although many will make mailings for you at usual 
letter shop rates. 

But nine times out of ten, if you have a problem con- 
cerning an industrial market, the alert trade publica- 
tions will be both able and willing to help you with 
marketing information and editorial opinion. 

If you are seeking market data in the fields covered by 
EQUIPMENT DIGEST, write to us. We will be glad 

to help you in any way we can. 





207, qu 

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ABC Appoints Roberts 
in Chicago; Harris Promoted 

Don Roberts, formerly v.p. in 
charge of new business at Sulli- 
van, Stauffer, Colwell & Bayles, 
New York, has been named direc- 
tor of the central division in Chi- 
cago of the American Broadcast- 
ing Co.'s radio network 

Leslie A. Harris, formerly pro- 
gram presentation writer, has been 
promoted to radio account execu- 
tive in New York 

SCREEN PROCESSED, 25 to 300... 

Now It’s Perfume 
and Tooth Powder 
with Chlorophyll 

(Continued from Page 1) 
olive-Peet Co. reportedly is con- 
sidering introducing a chlorophyll 
tooth powder, but company offi- 
cials say they “won't be rushed in- 
to anything.” 

8 In Chicago, meanwhile, Comfort 
Mfg. Co. polished its plans for in- 
troducing a new ammoniated- 
chlorophyll version of Craig-Mar- 
tin toothpaste. The new product is 
manufactured under license from 
Rystan Co. 

The paste will make its debut 
in Chicago about June 24, via a 

color page in the Chicago Tribune. 
Future ad plans depend upon the 
outcome of the Chicago test. Ruth- 
rauff & Ryan is the agency. 

In Detroit, Allen Industries dis- 
closed plans to treat its Rubber- 
Loe and Rubber-Top rug cushions 
with Airkem containing chloro- 
phyll. Simons-Michelson, Detroit, 
is handling the promotion. 

IWT Promotes Eight 

J. Walter Thompson Co. has 
named two v.p.s, William Griffin 
Jr.. New York, and Norman H. 
Strouse, Detroit, to the board of 
directors. It also announced six 
new v.p.s: James A. Clarkson Jr.; 
Herbert G. Drake; Henry C. L. 
Johnson; Edmund C. Rice, and Ed- 
ward N. Robinson, all of New 
— and Henry M. Jackson, De- 

Advertising Age, June 9, 1952 

Construction Equipment Dealers Urged 
to Increase Their Sales and Ad Effort 

Cuicaco, June 6—Expanded sales 
and advertising effort by construc- 
tion equipment dealers will be 
needed to move the enlarged out- 
put of leading manufacturers in 
this field, H. J. Masuhr, industrial 
advertising manager, tractor divi- 
sion, Allis-Chalmers Co., Milwau- 
kee, told the Associated Construc- 
tion Publications at their annual 
meeting here yesterday. The con- 
vention closed today. 

“The dealer is our customer,” 
Mr. Masuhr said. “He sells the 
equipment we make for the con- 
struction industry. We are enlarg- 
ing our Springfield plant to pro- 
vide increased output, and other 


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The movie audience, attracted by high-priced 
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This assures virtually 100% attention. 

Today, screen advertising can reach an aver- 
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NEW YORK: 70 East 45 St. 
CHICAGO: 333 North Michigan Ave. 
NEW ORLEANS: 1032 Carondelet St. 

KANSAS CITY: 2449 Charlotte St. 

CLEVELAND: 526 Superior N.E. 

SAN FRANCISCO: 821 Market St. 

manufacturers are doing likewise. 
This means that dealers will have 
to increase their sales organiza- 
tions and do more advertising in 
order to develop the market and 
sales which this increased output 
will demand.” 

® He said that Allis-Chalmers is 
building a package of advertising 
for dealer use, including advertis- 
ing in regional construction publi- 
cations, of which the company is 
now using 35. He added that the 
expanded program of dealer pro- 
motion in the construction equip- 
ment field follows a_ successful 
plan employed in the past five 
years in the agricultural field, as 
a result of which there has been 
a 20-fold increase in dealer adver- 
tising of Allis-Chalmers tractors 
and other farm equipment. The to- 
tal is now running at the rate of 

about 1,800,000 column inches a 
Mr. Masuhr pointed out that 

dealer advertising should not con- 
sist merely of reproduction of 
manufacturers’ product ads, with 
the dealer signature attached, but 
should feature the dealer’s own 
operations, including service facili- 
ties, parts stocks, factory-trained 
service men, open houses and other 
special events arranged to meet 
local conditions and opportunities. 

® Kenneth Butler, typographic ex- 
pert, conducted a clinic yesterday 
afternoon at which he analyzed 
layout and design of editorial pages 
and suggested ways of improving 
the appearance of business publi- 
cations, in order to increase read- 
ability and reader interest. 

Elbert E. Smith, Midwest Con- 
tractor, Kansas City, was elected 
president of the group. He suc- 
ceeds Earl Keyes, Western Build- 
er, Milwaukee. New v.p. is Fred G. 
Johnston Jr., Construction Digest, 
Indianapolis. Gordon L. Anderson, 
Construction Bulletin, Minneapolis, 
was reelected secretary-treasurer. 

McCann-Erickson Promotes 
Scott to Creative Director 
William C. Scott has been pro- 
moted to creative director of the 

department in 
Chicago for Mc- 
Mr. Scott, who 
has been an art 
director with the 
Chicago office for 
20 years, will be 
responsible for all 


creative work 
produced in the 
department and 
will direct his 
! own staff of 
Witien C. Sam SOpT writers and 

Richard Krenek, who is man- 
ager of the sales promotion depart- 
ment, will continue to supervise 
all phases of administration, con- 
tact and production. 

Ray-O-Vac Promotes Mcllnay 

Ray-O-Vac Co., Madison flash- 
light and battery maker, has pro- 
moted J. A. McIlnay from general 
sales manager to v.p. in charge 
of sales. He will continue to direct 
the company’s advertising activi- 
ties. Mr. MclIlnay joined Ray-O- 
Vac in 1946 after 19 years witn 
Burgess Battery Co., Freeport, Il. 

Fisher-Price to Mansfield 

Fisher-Price Toys Inc., East 
Aurora, N. Y., has named Lloyd 
Mansfield Co., Buffalo, to direct 
its advertising. Consumer and 
trade publications and direct mail 
will be used. Baldwin, Bowers & 
Strachan, Buffalo, is the previous 


Call WAbash 2-8655 and ask for 
Marie Maize on your next multi- 
graph, mimeograph, addressing or 

mailing job. Quick pick-up and de- 
livery, fast and accurate work, plenty 
of experienced personnel, Gane 
always in line. THE LETTER SHOP, 
Inc., 431 S. Dearborn St., Chicago 5. 
(Now in our 24th successful year.) 

ier % mg 4 ; : oil 
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- I bumped into the Florist and 
knocked over a contract— 

he taught me to Say it with 

He was just coming out of his shop; I was running for a train. We 
both were shaken up. I apologized by explaining that I’d missed the 
early train, and was bound to be late for a customer's sales meeting. 

“Why don’t you wire flowers?” he asked. “They’re sure to arrive on 
time ...and there’s no more graceful way to explain.” 

I took his tip and the customer loved it. It taught me some- 
thing: the nicest way to ask for an order is to say it 

Headquarters: Detroit, Michigan 



On opening days + on anniversaries + on special events + as a “thank you” for the 

order + on almost any business occasion + for those at home when you're away. 

You can wire flowers to anywhere... from anywhere... more than 18,000 F.T.D. 

Look for the famous F.1.D. Mercury Emblem 
It identifies the right shops! 

and Interflora Member Shops at your service! 

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1951 NEWSWEEK gained 55 pages of office 

mM oe 

and equipment advert is i 

o a 
a a 

‘than any otter PI. 


Addressograph-Multigraph Corp. Gray Manufacturing Co. 

American Photocopy Equipment Co. Hamilton Manufacturing Corp. 

Be!l & Howell Company Harter Corp. 
(Industrial Movie Equipment) International Business Machines Corp. 

Boeing Airplane Company Marchant Calculating Machine Co. 
(Electronic Analog Computer) The McBee Company 

Bostitch Meilink Steel Safe Co. 

Burroughs Adding Machine Co. Monroe Calculating Machine Co., Inc. 

Corry-Jamestown Manufacturing Corp. Moore Push-Pin Co. 

Ralph C. Coxhead Corp. The Mosler Safe Company 

A. B. Dick Company The National Cash Register Co. 

Dictaphone Corporation Remington Rand Inc. 

Ditto, Incorporated Royal Metal Manufacturing Co. 

Thomas A. Edison, Incorporated Shaw-Walker Co. 

The Esterbrook Pen Company W. A. Sheaffer Pen Company 

Felt & Tarrant Manufacturing Co. L. C. Smith & Corona Typewriters Inc. 

Friden Calculating Machine Co. Stromberg Time Corporation 

General Aniline & Film Corp. Swift Business Machines Corp. ~ 
(Ozalid Div.) Vocaline Company of America 

Webster-Chicago Corp. 

coll the peopl Wi Y 

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Advertising Age 

Trade Mark Registered 
Publications, Inc., 200 E. Iilinois St., Chicago I! 
ork (MU 6-8180), National Press pan Washington 

Issued every Monday by Advertisin 
(DE 7.1336), 80! Second Ave., New 
4, D.C. (Re 7659). G. D. CRAIN JR., president and publisher. S. R. BER 
BRUNS, vice-presidents. C. 8B. GROOMES, treasurer 

Member Audit Bureau of Circulations, Associated Business Publications, National 
Association of Magazine Publishers, Advertising Federation of America. 

Advertising Director, Jack C. Gafford 
Manager Soles and Service, G. D. Lewis 
Advertising Production Manager, George 
F. Schmidt 
New York: O. O. Black, Halsey Dorrow, 
James C. Greenwood, John P. Candia, 
Harry J. Hoole, Manning Brown 
Chicage: O. L. Bruns, Western Advertis- 
ing Mgr. J. F. Johnson, E. S. Mansfield, 
Arthur E. Mertz, Rod H. Minchin 
Los Angeles (17): Simpson-Reilly Ltd., 
1709 W. Eighth St., Walter S. Reilly, 
Pacific Coast Manager 

San Francisco (3): Simpson-Reilly Ltd., 
703 Market St., Wm. Blair Smith, Mgr. 


Editor, 5. R. Bernstein 

Executive Editor, John Crichton 
Monaging Editor, Robert Murray Jr. 
Assistont Managing Editor, Marjorie K 

Washington Editor, Stanley E. Cohen 
Feature Editor, Emily C. Hall 
Associates: New York: Maurine Brooks 
Christopher, Chories Downes, Jomes V 
O'Garo, Lowrence Bernard. Chicago: 
Murray E. Crain, Bruce M. Bradway, 
Jarlath J. Graham, Milton R. Moskowitz, 
Al Stephanides 

Editorial Production, F. J. Fanning 
Librorian, Elizabeth G. Carlson 
Correspondents in All Principal Cities. 

' nt copy, $3 a year, $5 two yeors, $6 three years in U. S.. Canada and Pan 
oe IS Wa ver extra. Four weeks’ notice required for change of address. 
Myron A. Hartenfeld, circulation director. 

The Passing of a Pioneer 
The death of Albert Davis Lasker marks the passing of one of the 
last of the country’s advertising pioneers. He probably made more 
money in advertising than anyone before or since, and he was re- 
sponsible, in one way or another, for the development of scores of 
“Wadvertising men who subsequently made their individual marks in 
is business. 

» By his own admission, Albert Lasker was of the “old school.” His 
Sfetish was copy. He was impatient with anything that did not add 

ap, directly and immediately, to advertising copy that sold goods. 

.. in his day he was a pioneer—a pioneer in the concept of adver- 

fusing as a direct, active selling force, rather than as a builder of 

estige and name publicity. 
Lasker was hard-bitten, egotistical, a hard and often harsh driver 
himself and other men. He was certainly no hail-fellow-well-met, 
lad for going out on the town with the boys. He inspired love and 
votion in the breasts of relatively few of the people who worked 
ith him through the years, but respect for his abilities and his in- 
itive feeling for copy and for selling appeals was pretty near uni- 

+ The advertising business owes a very considerable portion of its 
wesent-day stature to him. He and John B. Kennedy and Claude 
nine demonstrated, not once but many times, that advertising 
Broperly conceived and properly executed was an active selling force. 

is a testimonial to how far the business has gone in the past 40 
isd to recall that this concept of advertising was a revelation when 
these masters of persuasion voiced their concept of advertising as 
pig in print.” 

And it is an even more impressive tribute to the soundness of 
their concept that “salesmanship in print” is still the most sig- 
nificant and sensible definition of advertising which has yet ap- 
peared. True, the definition is technically narrow, now that adver- 
tising uses many devices for delivering a message which are not 
“print”. But the basic concept of advertising as a mass salesman— 
the concept that Lasker and his early co-workers pioneered—is as 
sound today as it was 40 years ago. 

Congratulations to Hirshon-Garfield 

Our tired old editorial eyes lighted up last week when they spotted 
an ad for Hirshon-Garfield, New York agency, in the pages of 

We love all AA advertisers more or less dearly, but we really loved 
H-G for that ad, because (a) it said an AA editorial had moved it in 
the right direction, and (b) the movement is one which is close to 
our heart. 

The editorial, from the May 5 issue of AA, commented on the 
fact that advertising men die unseasonably young, and pointed out 
that in New York two affiliated foundations have developed a group 
plan for yearly check-ups of executives. 

Hirshon-Garfield read the editorial and did something about it. 
“We think diagnostic medical care is such a good idea that we're 
doing something about it in our own agency,” said H-G’s copy. “We 
have, therefore, arranged to have the Fanny Markel Medical Group 
provide complete, regular check-ups to our executive personnel.” 

The service, provided by the Fanny Markel unit and the Madison 
Foundation for Biochemical Research, consists of a round of stand- 
ard laboratory tests and a physical examination, plus additional tests 
where necessary. The fee is $75, and no treatment is included. 

Annual check-ups won't, of course, make advertising men or any- 
one else healthy enough to live longer. But they are a valuable step 
in the right direction, and we hope that other agencies will adopt the 
procedure which Hirshon-Garfield has adopted. 

The two foundations operate only in New York, but others can 
undoubtedly discover local groups which will supply a similar service. 

—Lichty, Chicago Sun-Times. 

“.. And choosing a candidate should be done as carefully as selecting a dress... 
and there ought to be an exchange department, too!” 

What They're Saying 

The Spreading Chestnut 

“One of the consolations of ad- 
vancing years,” said a greying ad- 
vertising man the other day, “is the 
inevitable conclusion that the 
jokes that rock the cradle rock the 

“For instance, the head of our 
radio department brought a prob- 
lem to me the other day. Seems he 
wanted some kind of a gag ques- 
tion for one of his broadcasts—and 
what had I to offer. Radio, as you 
know, is not my line. But, after 
due thought, a saying of one of my 
mid-Victorian aunts came to mind, 
So I gave it to him. The question, 
as put to me by auntie back in 
1906, goes like this: ‘If Mississippi 
wore Missouri’s New Jersey, what 
would Delaware?’ The answer, 
which made me split the sides of 
my Buster Brown suit when I first 
heard it, is ‘Alaska!’ 

“Well! I wish you could have 
seen the radio man’s reaction. His 
eyes popped. He gasped for breath. 
He stuttered such words as ‘Ter- 
rific! Colossal!’ And rushed off to 
put that hoary chestnut on paper. 
Later, I believe, it convulsed a 
radio audience somewhere.” . . 

—Proofs to Client, published by Har- 
old F. Stanfield Ltd., Montreal. 

Spring on the Campus 

I have been painfully riffling the 
files of memory to see if it is pos- 
sible to dredge up some record of 
mass adolescent insanity compara- 
ble to the recent lingerie raids on 

college campuses, and can't re- 
member very much to match... 
You cannot but believe that 

youth is much the same in any gen- 
eration, and all youth goes a little 
berserk in the spring. But this mass 
preoccupation with ladies’ intimate 
apparel would lead me to believe 
that there has been too much em- 
phasis on the secondary sexual 
characteristics of the female 
through our advertising media. We 
have made a fetish of the chest 
and a symbol of silken legs. 

The legs of Miss Grable and Miss 

Dietrich have nearly replaced base- 
ball and the hot dog, 
plunging neckline and the uplift 
brassiere have occupied more 

printed space and aimless conver- | 

sation than is merited by the pres- 
ence of normal physiological fea- 
tures that have been synonymous 
with womanhood since God made 
the first one. . . 

—Robert C. Ruark, in the May 26 | P 
| psychologist, says the proper per- 

| sonality 

issue of the Chicago Daily News. 

Patterns—Not Packages 

Because the package Goigner | 

seeks to attract buyers by produc- 
ing an attention-getting pattern of | 
massed items, advertisements could | 
more effectively pre-condition 
shoppers if illustrations were more 
closely related to what the pros- 
pective buyer can see and recog- 
nize in the stores. 

The shopper does not see indi-| 
vidual packages on the shelves but | 
rather the patterns that the indi- 
vidual items produce in their dis- 
play position. The advertisement 
which can exploit this situation by | 
emphasizing the display pattern | 
produced instead of just the single 
package will much more effec- 
tively fulfill its mission. 

—George Reiner, New York 


Take Another Look 

Let the seller beware if he hopes | 
to keep America in the style to! 
which she is accustomed. That is 
the reason why I say it is time for 
the manufacturer and his workers, 
including his sales force, to take 
another look into the picture and 
halt this trend toward constantly 
constricting markets . . . Population 
trends, buying trends, living 
trends, all must be studied and 
analyzed carefully so that the 
sales and advertising dollars can 
do their job most effectively in 
achieving as wide a distribution of 
products as possible. 

—Graham Patterson, publisher, Farm 

Journal and Pathfinder, speaking to 

the Sales Executives Club of New 

and the| 

Advertising Age, June 9, 1952 

Rough Proofs 

“A hog that’s broken out of a 
pen,” philosophizes Wallaces’ 
Farmer and Iowa Homestead, “is 
just as hard to leave as a client.” 

And for much the same reason. 

AA's Washington editor chides 
advertisers and publishers for al- 
lowing a bill to be enacted giving 
the Postmaster General the right 
to seize mail he regards as ob- 
scene or fraudulent. 

There are so many fires to put 
out in the capital these days, it 
takes three alarms to get the busi- 
ness excited. 

“Clerks aren’t pushing chloro- 
phyll dentifrices,’ reports the 
world’s greatest advertising jour- 

Anybody know just what they 
are pushing? 


The first merchandiser who dis- 
covered retail salespeople weren’t 
pushing his product created an 
invention that is still going 


strong—‘p.m.s,” or push money. 

“Edwin Nourse sees hard times 
ahead, recession in ’53,” the head- 
line says. 

He and Sewell Avery must be- 
| long to the same lodge. 


Jayson shirts will show a femi- 
nine eye and a pair of seductive 
lips saying, “I’ve got my eye on 
the man who wears Jayson.” 

There must be a few men in the 
| country who don’t pick their shirts 
| exclusively to dazzle females. 

Dr. Ernest Dichter, the eminent 

should be developed 
around the product to fit the con- 
sumer’s desires. 

The catch is that different con- 
sumers have different desires. 

Although hens supply perfect 
packages for their products, New 
Jersey egg producers learned that 
to be most successful they had to 
add a brand name. 

“Remember,” says Stopette, 
“even the thrill of a kiss may 
cause perspiration.” 

If it doesn’t raise the tempera- 
ture a degree or two, it isn’t much 
of a kiss. 


“Topnotch time buyers,” 

| marks Station WHO, “have told 

us their work sometimes makes 
them too ‘statistical.’ ” 

One of the symptoms of an over- 
dose of statistics is a slight case 
of dizziness. 

“They're buying in the South!” 
exclaims AA, in reporting trends 
in department store sales. 

That’s what Progressive Farmer 
has been telling you right along. 

National Geographic’s readers 
are in 624 gainful occupations, the 
ad says, but “writers and authors” 
may insist theirs from that stand- 
point is a questionable vocation. 

\ Copy Cus. 


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NEW $8,000,000 BUILDING FOR 



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RN ence er noree mentees 



Making daily increases in advertising linage, Tue 

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Consecutive Year of Total 

coe“ Che Philadelphia Mnguirer 

Exclusive Advertising Representatives: ROBERT T. DEVLIN, JR., Empire State Bldg., N.Y.C., Longacre 5-5232; EDWARD J. LYNCH, 20 N. Wacker Drive, Chicago, Andover 3-6270; GEORGE S. DIX, Penobscot Bidg., 
Detroit, Woodward 5-7260. West Coost Representotives: FITZPATRICK & CHAMBERLIN, 155 Montgomery St., San Francisco, Garfleld 1-7946 © 1127 Wilshire Boulevard, Los Angeles, Michigan 0259 

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Puck's big“Vacation 
is keeping drug 

Your clients may have no interest in drugs. 

But as an advertising man, you'll be interested in 
the hottest merchandising event in the history of the 
drug industry...the PUCK-McKesson & Robbins 
Vacation Needs promotion. It shows how one in- 
dustry is harnessing the tremendous pull of Sunday 
comics to the mass market. 

3 billion dollars, just for fun! 

This summer, Americans are expected to spend 
three billion dollars for personal vacation needs. But 
druggists had never really bitten into this juicy 
melon! Then PUCK-McKesson & Robbins came to 
them with a plan. Right now 10,000 of them 
are piling up volume during these hot months that 
means an extra source of profit—for the druggist, 
and for 39 national advertisers! 

50 million spenders 

In two gigantic ‘Vacation Needs’ issues of PUCK, 
these 39 advertisers are splashing their products 
across the public consciousness — just before the two 
big weekends of summer! 

On Sunday, May 25, every issue of PUCK and the 
other co-operating Sunday comic sections carried 
6 full color pages of vacation needs advertising! 

AGAIN ON SUNDAY, JUNE 29th—another 
smashing impact! Four more full-color pages in the 



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Needs” promotion 
store sales hot! 

same group...again reaching 50,000,000 consuming 
family members! 

colorful merchandising 

Colorful, summery window trims light the win- 
dows of druggists from coast to coast. Dagwood 
and Blondie, Jiggs and Maggie, The Little King, 
The Katzenjammer Kids, Snuffy Smith, Little 
Iodine... all the immortal PUCK comic characters 
are there, bringing their tremendous public accept- 
ance to the point of sale. 

look at these advertisers! ----------------------- 

American Home Products 

otiicenstieedlitnedtinendtiendtitadtitentientinetinetitont ee ee ee eee mee eee ee eee ee ee ee ae ee ee ee ee ee 

The DePree Company 

millions of reprints 

Over the counter... through the mail... by mes- 
senger boys, full-color reprints of both Vacation 
Needs sections are being distributed all over the 
United States! Reports from druggists already 
indicate that this PUCK promotion will have one 
of the greatest sales impacts that ever jolted an 

To dominate the mass market, you need the most 

Moral : powerful of all mass media — Sunday comics, spear- 
headed by PUCK, The Comic Weekly. 

Noreen, Inc. 

American Optical Company 
American Safety Razor Company 
Amm.-i-dent, Inc. 

Aristocrat Company 

Armour Toiletries Co. 

Artra Cosmetics, Inc. 

Associated Brands, Inc. 

The Barbasol Company 

Bauer & Black, Div. of Kendall Co. 
Bourjois, Inc. 

Bridgeport Brass Company 
Chamberlain Sales Corp. 

Doughboy Industries 
Dow-Corning Corporation 
Eversharp, Inc. 

Gini Products, Inc. 

The Hudnut Company 

The E. Ingraham Company 

International Cellucotton Prod. Co. 

Liquinet Corporation 

Lo-Calory Food Company 
Lucky Tiger Manufacturing Co. 
Marlene’s, Inc. 

McKesson & Robbins 

au ehhey, 
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¢ “ex, 

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Northam Warren Company 
Noxzema Chemical Company 
Pepsodent Div. of Lever Brothers 
Personna Blade Company 
Procter & Gamble 

E. W. Rose Company 
Serutan Company 

The Toni Company 

L. E. Waterman Company 
Weco Company 

Wildroot Company, Inc. 

W. F. Young, Inc. 


> y; ...and other leading wholesalers 


The Only NATIONAL Comic Weekly — A Hearst Publication 
63 Vesey St., N. Y., Hearst Bldg., Chicago, 1207 Hearst Bldg., San Francisco 

ee nee Tne ne 


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ANdover 3-3042 

reaches a surprisingly 
responsive market for 
processing equipment 
and for grain and 
feed handling ma- 
chinery of all kinds. 
Your inquiries are in- 

Resigns Thrifty Drug Account 

Factor-Breyer, Los Angeles, has 
resigned the account of Thrifty 
Drug Stores Co., effective June 8. 
Dan B. Miner Co., Los Angeles, 
which has been co-servicing the 
account, will handle the entire 
account with the exception of vi- 
tamin products. 

Buttalo Adwomen Elect 

Lillian Tschopp has been elected 
president of the Advertising Wom- 
en of Buffalo. 

Foster to Einson-Freeman 

Wallace Foster, former national 
advertising manager for American 
Druggist, has been appointed direc- 
tor of drug merchandising for Ein- 
son-Freeman Co., Long Island City, 

| KFBI Seeks FCC Ruling on TV 

| KFBI, Wichita, has formally 
jasked the FCC for a ruling on 
whether or not two radio stations 
in the same city may join financial 
forces to own one TV station. 

we Baker's 


Advertising Typographers 


The Akron Typesetting Co. 
Higgins-McArthur Company 


The Maran Printing Co. 

The Berkeley Press 

H. G. McMennamin 

Axel Edw. Sahlin Typographic Service 

J. M. Bundscho, Inc. 

The Faithorn Corp. 
Hayes-Lochner, Inc. 
Runkle-Thompson-Kovats, Inc. 
Frederic Ryder Company 

The J. W. Ford Company 

Bohme & Blinkmann, Inc. 
Schlick-Barner-Hayden, Inc. 
Skelly Typesetting Co., Inc. 

Yaeger Typesetting Co., Inc. 
Jaggars-Chiles-Stovall, Inc. 

Dayton Typographic Service 


The A. B. Hirschfeld Press 

The Thomas P. Henry Co. 

Fred C. Morneau Co. 

George Willens & Co. 

The Typographic Service Co., Inc. 

Claire J. Mahoney 

The J. W. Ford Company 

Arrow Press 
Duragraph, Inc. 

member of 


Ad Service Company 
Advertising Agencies’ Service Co., Inc. 
Advertising Composition, 

Associated Typographers, 
Adas Typographic Service, 
Central Zone Press, 

The Composing Room, 
Composition Service, 
Diamant Typographic Service, 
A. T. Edwards Typography, 
Empire State Craftsmen, 
Graphic Arts Typographers, 
Huxley House 

Imperial Ad Service 

King Typographic Service Corp. 
Lino-Craft Typographers, Inc. 
Master Typo Company 

Morrell & McDermott, Inc. 
Chris F. Olsen, Inc. 

Frederic Nelson Phillips, Inc. 
Philmac Typographers, Inc. 
Royal Typographers, Inc. 
Frederick W. Schmidt, Inc. 
Harry Silverstein, Inc. 

Supreme Ad Service, Inc. 
Tri-Arts Press, Inc. 
Typographic Craftsmen, Inc. 
Typographic Designers, Inc. 
The Typographic Service Co. 
Vanderbilt-Jackson Typography, Inc. 
Kurt H. Volk, Inc. 

Barton Press 
William Patrick Co., Inc. 


Walter T. Armstrong, Inc. 
Alfred J. Jordan, Inc. 
Progressive Composition Co. 
Typographic Service, Inc. 


Paul O. Giesey 


Warwick Typographers, Inc. 
Reardon & Krebs, Inc. 

The Deers Press 
Frank McCaffrey’s Acme Press 

Association of America, Inc. 

paign. He 


The real 

of Seattle 

Executive Offices: 
JERRY SINGLETON, Executive Secretory 

a Typographers Association 
of America members still believe in 
“the baker’s dozen” —in giving more 
than is specified—in throwing some- 
thing in for good measure. That is one 
of the reasons why our members do the 
major portion of the nation’s fine adver- 
tising typography. The customers like it! 

Strictly speaking, the ATA member 
isn’t an employee at all—he is a valued 

the team made up of copy 

writer, artist, production man, contact 
executive and “the boss.” He’s a part- 
ner and like all good partners, his in- 
terests are the customer’s interests. He 
is ready to go all out to pack the maxi- 
mum appeal into every advertisement 
he sets. His part is a big one too. 

If you are not familiar with ATA 
service-plus, consult with your nearest 
member in planning your new cam- 

knows the importance of 

appearance—of eye-appeal. Out of his 
vast knowledge of typography, he can 
offer suggestions to improve the looks 
of your advertising. You can’t compute 
the value of these suggestions in money, 
but they are well worth having. 

interest the ATA member 

takes in your problem is part of his idea 
of what service means. Another of his 
ideas is to do each job perfectly in the 
shortest possible time, thus keeping the 
costs as low as possible. Believe it or 
not, ATA is always anxious to save its 
customers money. 

You can get this extra bun from the 
baker by simply calling your nearest 
ATA member. Do it now. 

Advertising Typographers 
of America, Inc. 


Advertising Age, June 9, 1952 

Utility Companies 
Reply in Kind to 

Truman's Attack 

CLEVELAND, June 4—The private 

electric power industry this week 
strongly defended the advertising 
policies which last week drew a 
seathing attack from President 

Meeting here at the annual con- 
vention of the Edison Electric In- 
stitute, utility leaders replied in 
kind to the denunciation delivered 
by the President last week at the 
Electric Consumers Conference in 

“Pure hokum,” “bunk” and 
“humbug” were some of the typical 
comments made on the President’s 
charge that private utilities have 
one set of figures on which they 
pay taxes and another set—four or 
five times as great—on which they 
base their rates. 

s President Truman also had told 
‘the conference that “what these 
private power companies are 
actually doing is deliberately, in 
cold blood, setting out to poison 
the minds of our people.” 

He added: “I think I will ask 
j}the Attorney General to take a 
look at the situation and see if the 
Corrupt Practices Act applies.” 

George M. Gadsby, president of 
j}the Utah Power & Light Co. and 
retiring president of the EEI, 
pornos that “in conducting the 
| fight against the encroachment of 
| the federal government in the 
| manufacture and sale of electricity, 
| we have been fighting for the free- 
| dom of all industry.” 
|s Other power company officials 
| cited figures to show that the in- 
dustry pays 25% of its gross in 
taxes and spends far less than 1% 
of its gross on advertising and 

Mr. Gadsby told the convention 
that “electricity rates of private 
companies on the whole are sub- 
stantially lower than they were 
10 years ago. In fact, they’re far 
less than some households spend 
for cigarets.” 

J. H. Foote, v.p., Commonwealth 
Services Inc., praised the private 
power industry for developing 
technical improvements which 
have kept down electricity prices. 

|@ The conference at which Presi- 
|dent Truman delivered his blast 
; closed with a demand that utili- 
|ties be prevented from charging 
|their customers for “propaganda” 
| against public-owned power. 
The three-day meeting alsc 
heard attacks on private power 
companies by Sen. Lister Hill (D., 
Ala.) and Sen Hubert Humphrey 
(D., Minn.). Among the groups 
represented were the CIO, AFL, 
International Assn. of Machinists, 
Brotherhood of Railway Train- 
|men, National Farmers Union, Na- 
{tional Rural Electric Cooperative 
| Assn., Cooperative League of the 
U. S. A., Public Affairs Institute, 
TVA Public Power Assn., four in- 
dividual CIO unions and other co- 
| op organizations. 

Forms Paint Sales Division 

| National Gypsum Co., Buffalo, 
|has formed a paint sales division 
| following acquisition of Wesco 
Water Paints Inc. J. W. Duncan 
and E. D. Shipman will head the 
division. Mr. Duncan came to Gyp- 
jsum last May from Kuhn Paint 
Co., Houston. Mr. Shipman joined 
the company in June, 1950, after 
10 years with Devoe & Raynolds 
Paint Co., New York. 

'(Simpson-REILLy, LTD. 
Publishers Representatives 

Since 1928 


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if it has metal in it, 
it’s made in a Metalworking plant 



biggest industrial market in the world 

If you sell to Metalworking 

your advertising belongs in 


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Barrett Dillow Joins McCann 
Dillow, formerly di- 

Names Koehli, Landis Agency 

George F Management, Jarrett C 

trade show and exposition direc- rector of sales promotion for Alex- 
tor, has appointed Koehl, Landis ander Smith Inc., Yonkers, has 
& Landan, New York, to handle joined McCann-Erickson, New 
promotion of the Chicago Station- York. as account executive for 
ery Show at the Palmer House, Congoleum-Nairn Inc Kearny, 
Aug. 10-13 N.J 

In 1951 Sale Lake City was host to 268 con- 
ventions. 175,454 delegates spent $17,543,400 
Tourists spend $65 million innually in Utah. 
And this is in addition to an already pros- 

covers Sale Lake City and 
of the Utah market. 
growing market with 
heart of the city’ POSTERS. 

Write today for details 

tHe HARRY H. PACKER company 
Salt Lake City, Utah 
Warren R. Hadley, Manager, Utah Division 


Ogden the 


lap this 


Nielsen Outlines Rates for New Service; 
Will Issue First Report in Early Fall 

Cuicaco, June 4—A. C. Nielsen 
Co. has announced rates and a 
timetable for its new, comprehen- 
sive Nielsen Coverage Service 
(AA, March 3) 

In a brochure sent to radio and 
TV and leading adver- 
tisers and agencies last week, the 
Nielsen company gave details of 
the scope and methods of the new 
service, as well as the rates and a 
schedule for the first two reports. 

The charge to a station for the 
full service is figured as follows: 

The station's maximum hourly 
nighttime rate is added to its maxi- 
mum hourly daytime rate. The lat- 
ter figure is taken as of 3 p.m. 
weekdays for TV stations and as 
of 10 am. weekdays for radio 

This total is multiplied by 12, 
in the case of a radio station, and 
four in the case of a TV station. 
Then $1,000 is subtracted, in the 


case of both radio and TV stations 

The minimum charge under this 
system is $750. The maximum for 
radio stations is $20,000, while for 
TV stations it is $15,000 

® A 10% discount will be allowed 
to those stations that agree to take 
the second Nielsen Coverage Serv- 
ice report, due to be issued in 1953 
or 1954. A5% discount will be giv- 
en to stations that also subscribe 
to other Nielsen services. 

A 15% discount will go to sta- 
tions taking only the basic, and not 
the comprehensive, Nielsen serv- 
ice. The comprehensive service in- 
cludes such items as four-week 
audience characteristics, out-of- 
home audience, average daily au- 
dience (separately for day and 

night) and several different spe- 
cial reports 
Field work on the initial com- 

prehensive reports is rapidly near- 

Now, for the first time in Southern California, you can— 




Do it with KBIG, now on the air 
reaching all of Southern California 
direct from Catalina! 

KBIG is the convenient. efficient 
way to reach the whole Southland 
one medium. one sel of copy. one bill. 
Not just America’s Third Market (Los 
America’s Slst Market 
America’s 67th Mar- 
ket (San Bernardino-Riverside) — but 
all of them PLUS lots more in be- 
A total of 
people, at a base hour KBIG rate of 
only S118. 

KBIG Does It Alone? \«-. KIC 

10,000-watt signal focuses all its 

Angeles). or 

(San Diego). o1 

tween. nearly six million 

strength on its market and wastes none 
out to sea. Booming across salt water 

waves). KBIG covers Southern Cali- 

(finest known conductor radio 
fornia’s mainland from Santa Barbara 
to Mexico. KBIG helps you to make 
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at Wholesale Prices — as little as $9 

a spot! 

Prove It To Yourself! (ompare 
KBIG’s base hour rate ($118) or base 
minute rate ($18) with any combina- 
tion of newspapers, outdoor. tele- 
vision or radio you need to get this 
same coverage. You'll see why KBIG 
is the BIG Buy. the way to make the 

Whole Sale at the Wholesale Price. 

Availabilities Will Never Be As 
Good As Now! (a!! Meeker or us 
vet the whole KBIG story — and 

place your schedule on 


John Poole 


® Senta Borbora 

Broadcasting Company 


* Sonto Monica Pesedene 

\> le *@ Los Angeles 
\% 8 © Monrovia 
Ls } EiMonte @ — * Aruse 
s ® Lynwood 
\<¢ \ @ Compton 
| = ® Son Bernardine 

© Elsinore 




Advertising Age. June 9, 1952 

contest to out-jingle them all, Dr. Pepper 
Co., Dallas, is using newspaper ads like 
this to let people know it is offering a 
first prize of royalties from 44 Texas oil 
wells. Entrants must include a Dr. Pepper 
bottle cap for each word completing the 
jingle. Ruthrauff & Ryan, Dallas, is the 

ing completion, according to A.C. 
Nielsen Sr., head of the company. 
Field interviews are now being 
made at the rate of about 2,000 per 
day, with approximately 500 field 

| workers on the job, he said 

The first report—NCS No. 1— 
will be summarized and repro- 
duced during August and Septem- 
ber, and will be set for “delivery 
and servicing” shortly thereafter, 
according to the Nielsen brochure. 

Electrolux Corp. Starts Its 

First National Advertising 
Electrolux Corp., maker of vacu- 

um cleaners, is planning to go into 

national advertising within a few 

months for the first time in its 
27-year history. Batten, Barton, 

Durstine & Osborn, New York, has 
been appointed to handle the ad- 

Emphasis in copy will be on the 
theme: “The Cleaner You Never 
Have to Empty.” The company’s 
factory is at Old Greenwich, Conn. 
It has national distribution through 
400 retail branches. In addition to 
cleaners it sells cleaning supplies 
such as floor wax, moth proofing 
crystals and furniture polish. 

GF Names New Division A.M.s 

Two divisions of General Foods 
Corp. have named new advertising 
managers. At Evansville, Ind., 
Robert Brenner, formerly director 
of advertising and merchandising 
for B. T. Babbitt Inc., has been 
appointed sales and advertising 
manager for grocery specialty sales 
in the Igleheart Bros. division of 
GF. He succeeds G. M. Baxter, re- 
signed. At Kankakee, III., Howard 
Gorman, formerly associate adver- 
tising manager of Gaines division 
of GF, has been promoted to sales 
and advertising manager succeed- 
ing Donald S. Harris, who will as- 
sume special assignments. 

Bridal Apparel Assn. Formed 
The Bridal & Bridesmaid’s Ap- 
parel Assn. has been formed with 
offices at 724 Fifth Ave., New York 
19. Among the association’s pur- 
poses are promoting consumer use 
of formal wedding apparel and 
solution of specialized problems in 
the wedding apparel field. Presi- 
dent is Arnold Seldner of Pandora 
Frocks. Charlie Gilmour of the 
Bridal Business Bureau is secre- 
tary and treasurer. Fred Tobey 
Associates, New York, has been 
appointed advertising agency. 

Sam Gill Joins Cohen Agency 

Samuel E. Gill has been ap- 
pointed director of media and re- 
search by Harry B. Cohen Adver- 
tising, New York. Formerly media 
and marketing executive with 
Foote, Cone & Belding, Biow Co. 
and other agencies, Mr. Gill will 
be in over-all charge of research, 
print media and radio-TV time 

David North Joins Bates 

David S. North, formerly with 
Food Field Reporter, has joined 
the press department of Ted Bates 
& Co., New York. 

Da x ae P Fy - 5. co Ss rs me 
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SER ae 

Advertising Age, June 9, 1952 

Kobak Issues First 
of ARF Newsletters 

| Hotpoint Names Crittenden 

Hotpoint Inc., Chicago, has 

named Phil Crittenden manager of 

| public relations, succeeding Pat- 
New York, June 3—Edgar Ko-| rick Monaghan, who went to Pack- 
bak, president of Advertising Re-| ard Motor Car Co. as an assist- 

search Foundation, last weekend! ant to James Nance 
19). Mr. Crittenden has been as- 
sistant to Mr. Monaghan for the 
past four and one-half years. 

Sales and Adclub Elects 

issued the first of a series of news- 
letters to “come out from time to| 
time” which will be used “to let 
you know the moves as they — 

Incidentally, Mr. Kobak says, 
“we plan to send the newsletter to 

borough, Ont., 
president of 

(AA, May 

Russell Baer of CHEX, Peter- 
has been elected 
the Peterborough 

‘he trade press as well as to ARF | Sales and Advertising Club. John 
‘subscribers. We have no secrets,” | W. Madden, sales manager of Out- 
ne declares. “Ours is an open door board Marine & Mfg. Co. of Cana- 


Mr. Kobak is asking for sugges- 
tions for a name for the newslet- 
ter. He reports that committees 
ure being enlarged; that the ARF 
-ylaws are being reviewed, and 
that the board of directors may be 

® Commenting on the need for 
ARF, Mr. Kobak says that its 
“basic objective is the betterment 
of the entire advertising industry 
by building a solid basis for all 
advertising. Broader knowledge, 
better techniques and an under- 
standing of motivation are needed. 
In time, our plans in that direc- 
tion will be developed. 

“ARF,” he adds, “is not in busi- 
ness to find ways and means of 
needling or taking apart any medi- 
um. What we're primarily inter- 
ested in is developing sounder re- 
search techniques so that when re- 
sults are presented, they will be 
accurate, reliable and acceptable.” 

Attached to the current newslet- 
ter is a draft of a policy statement 
for members’ suggestions. It lists 
five ARF facilities: 

@ 1. Supervision of the conduct of 
research studies that are of gen- 
eral interest to subscribers. 

2. Review and appraisal of me- 
dia research reports for the exclu- 
sive benefit of subscribers. 

3. General advisory opinions and 
consultation, on a confidential ba- 
sis, to media to assist them prior 
to their making media studies. 

4. Supervision in complete de- 
tail and impartial validation of 
media studies—as ARF has been 
doing for 15 years. 

5. Other functions which will 
further scientific practices in ad- 
vertising and marketing by foster- 
ing research. 

The foundation hopes to en- 
courage more and better research, 
Mr. Kobak emphasizes, “and is 
ready to sponsor research projects 
in cooperation with any responsi- 
ble concern or group. The deter- 
mining factor is whether the 
studies will be broad enough to 
fulfill the basic objectives of the 

Lewis Adds Three Accounts 

A. E. Borden Co., Boston elec- 
trical distributor, has appointed 
Harold F. Lewis Advertising, Bos- 
ton, to handle its advertising. Ra- 
dio, newspapers and direct mail 
will be used by Borden, whose 
account formerly was serviced by 
Jerry O’Leary Advertising, Bos- 
ton. Other new accounts for Lew- 
is are Albert M. Lock & Son, Bos- 
ton furniture manufacturer, and 
MacDermid Inc., Watertown, Mass., 
metal finishing specialist. The 
Lock account was previously han- 
dled by Arthur Bernstein Adver- 
tising, Boston, and Chambers & 
Wiswell, Boston, directed the Mac- 
Dermid account. 

Davis Studio Promotes Two 

Elgin Davis Studio, Los Angeles 
advertising art and production 
itudio, has promoted William E. 
Wilson from art director to v.p. 
Robert Ewell, sales representative, 
has been advanced to general sales 

Vames Gilman, Nicoll Rep 

The Independent-Journal, San 
Rafael, Cal., has appointed Gil- 
nan, Nicoll & Ruthman to repre- 
sent it nationally, effective July 1. | 

da, has been elected v.p. 

Gets 9 Bridal Accounts 

Fred Tobey Associates, New 
York, has been appointed to direct 
advertising for the following nine 
accounts in the bridal field: Fred 
Perlberg Inc., Galina Fashions Inc., 

Miriam Modes Inc., Pandora 
Frocks Inc., Murray Hamburger 
Inc., J. H. Costume Inc., Fink 

Bros. Inc., Kay-Selig Inc. and Sea- 
love-Becker Inc. Consumer maga- 
zines and direct mail will be used. 

Altred Plant Joins Grey 
Alfred L. Plant, formerly a sen- 
ior account executive with Fed- 
eral Advertising, New York, has 
joined the account executive staff 
of Grey Advertising, New York. 

Offers Conventions for Co-op 

Mutual Broadcasting System, 
New York, will make its coverage 
of the Democratic and Republican 
national conventions available to 
affiliates for sale locally to co-op 
sponsors. The other major radio 
and TV networks signed national 
sponsors for these top political 
events some time ago. 

Souhegan Mills Names Agency 

Souhegan Mills, Wilton, N.H., 
maker of Plaswood floor under- 
layment and wall boards, has 
named Reilly, Brown & Willard, 
Boston, to handle its advertising. 
Trade and consumer publications 
and direct mail will be used. 

DESK Chis easy 

money-saving way! 
Business men everywhere use FOTOTYPE 
to beat high type costs. A sure, quick 
way of preparing copy tor offset or any 
photographic reproduction Anyone 
Can doa professional jab (A stenog 
tapher set this entire ad). Send 
for free catalog over 100styles 

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Americans Spend 

to Avoid Smelling. 
Sales Execs Learn 

San Francisco, June 3—Amer- 
not to 
smell like human beings than other 
nations spend to live like human 

icans spend more money 


This cogent statement was made 

here last week by Leo Cherne, 
executive director of the Research 
Institute of America, before the 
annual meeting of the National 
Sales Executives. 

Mr. Cherne may have been “teed 
off” by a preceding speaker, Ro- 
bert A. Whitney, NSE president, 
who maintained that a good sales- 
man can sell anything, given the 
idea. Mr. Whitney pointed out that 
40 years ago a respectable woman 
couldn't smoke and only five years 
ago deodorants weren't sold to 

@ Mr. Cherne, who described him- 
self as a “pessimist who can’t find 
good grounds for pessimism,” fol- 
lowed by questioning whether 
women weren't better off 40 years 
ago when they didn't smoke, and 
voiced his remark on deodorants 
Mr. Cherne flayed the American 
business man for his dependency 
on the government and called him 
Mott from guaranteed markets 

@Hd guaranteed profits.” Compe- 
titioew has been absent from the 
American scene for 13 years, he 
eon tinued 

Predicting a continuation of the 
e@id war, he also said true com- 
p@tition will return and then “ithe 
weak will be shaken out and the 
pfofits will go to the strong.” The 

is coming, he added, when 

es will be lower and it will be 
up to the salesman to do every- 

1g to jockey every penny he 
Ca from the consumer 
Mr. Cherne termed the econ- 

GMy strong and “the opportunities 
afd chances for stupidity limit- 

@®E PD. Maloney, general com- 
m@rcial manager of Pacific 
Td@ephone & Telegraph Co., set 
the tone for the optimistic sales 

gathering in his welcoming re- 
marks on Tuesday. Mr. Maloney 
told the sales executives that they 
have a task of educating a whole 
néw generation which has come 
from a “handout era.” He said 
that it is up to American business 




ss AN NER S 

caer caros 



to teach this generation the values 
of home ownership, personal thrift 
and—above all—reliance on them- 
selves rather than on the govern- 

@ Faus J. Solon, v.p. in charge of 
sales for Owens-Illinois Glass Co., 
told the meeting that life ex- 
pectancy is now 30 years 
longer, which he said means that 
salesmen have 30 more years of 
selling and consumers 30 more 
years of buying. 

The nation’s top sales executives 
were told that one of their most 
important jobs—in addition to 
more selling—is “to take leader- 

ship in preserving” the free enter- 
prise system. Al N. Seares, retiring 
NSE board chairman and sales di- 
rector for Remington Rand Inc., 
deplored industry’s inactivity in 
this field. He said: 

“We have not always educated 
the preachers, teachers, writers, 
and other influencers of public 
opinion. They have no acquaint- 
ance at first hand with the inner 
workings of business which we 
deal with constantly. We wrongly 
assume everybody understands 
these things we know so well. That 
is where we miss the boat.” 

Mr. Seares also stressed the need 
for more efficient selling through 

Advertising Age, June 9, 1952 

selected markets. He said that re-; nizable latent need for what we 
search “about who buys, what, | offer—and the ability to pay the 
when, where, for how much, and price to satisfy that need.” 
why” will lead to direction and The full round of activities jam- 
supervision of salesmen and pro-|med into the brief meeting is 
motion “toward the most logical somewhat of a tribute to the man- 
markets.” agerial skill of the NSE. In addi- 
tion to some 35 talks, the sales 
executives managed to squeeze in: 
1. A sales equipment fair at 
which 26 companies exhibited 
films, training programs, research 

8 “I did not say that we should 
concentrate only on large custom- 
ers,” he said. “I did not say that 
we should concentrate only on any 
single class of prospects. I said tests and other sales tools. 

only that all markets are some 2. A Mexican cocktail party held 
people and that the people to! by Schenley Distillers Corp., with 
whom we should try to sell are the entertainment provided by Ameri- 
people available to us with the can Airlines. 

most clearly recognized or recog- 3. A California wine tasting 

pOOOO Ome 





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MEARS OMe SItls | x !-) have all he charms @ 
ye . A Y) y c . 4 
wi: Sid Ja is 
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; COMPANY iam ee: 

Advertising Age, June 9, 1952 

party thrown by the California 
wine industry. 

4. A royal Hawaiian banquet, 
with food, decorations and enter- 
tainment supplied by United Air- 

@ There were also prizes and 
awards galore at the convention. 
Paul Hoffman, director of the Ford 
Foundation, was honored as the 
“Business Statesman of the Year.” 
Bing Crosby was presented with a 
gold statuette for being the ‘“Su- 
per-Salesman of the Year.” Adrian 
Falk, president of S & W Fine 
Foods, was given the management 
award, and Rev. Bill Alexander 

of Oklahoma City received the 
Certified Professional Salesman 

Gregory Hadley, 17-year-old 
youth from Minneapolis, got a free 
trip to the convention to accept 
the $1,000 award for winning the 
“Selling As a Career” essay con- 

All of this was topped off by 
the awarding of 379 prizes worth 
$10,000 to the convention dele- 
gates. The first 10 persons to enter 
the business sessions were given 
prizes and the rest were picked by 
drawing of stubs. 

C. Clair Knox, v.p., Real Silk 
Hosiery Mills, Indianapolis, was 

elected chairman of the NSE board! 
for 1952. } 
Other elected board members are: 

Vice-chairmen, James C. Doyle, cen- 
tral regional sales manager, Ford Motor 
Co.; Charles T. Lipscomb Jr., president, 
Pepsodent division, Lever Bros.; and G. T. 
Ticoulat, v.p., Crown-Zellerbach, San 
Francisco; vice-chairman for Canada, Leo 
W. Vezina, v.p. and general manager, H. 
Corby Distillery Ltd., Montreal; inter- 
national director, Elmer R. Krueger, presi- 
dent, Art Paper Co., Indianapolis; treas- 
urer, Leonard P. Markert, v.p., Will & 
Baumer Candle Co., Syracuse, N. Y.; past 
chairmen, Al N. Seares and Arthur A. 
Hood, v.p., Vance Publishing Co., Chi- 

Mr. Whitney will continue to 
serve in New York as president of 
the NSE. 

DuBuisson to Hicks & Greist 

Charles L. DuBuisson, formerly 
with Congoleum-Nairn Inc., Kear- 
ny, N. J., has joined Hicks & Greist, 
New York, as an account execu- 
tive. Lewis C. Greist, William A. 
Negro and William J. Foster Jr. 
have been appointed assistant ac- 
count executives, and Paul A. Si- 
ladi has been named production 
manager of the agency. 

Thurston Switches Agencies 

Thurston Chemical Co., Joplin, 
Mo., has appointed Seldes-Jones- 
Covington, Kansas City, to direct 
its advertising, effective July 1. 
Previously, Gibbons Advertising, 
Tulsa, handled the account. 

You've got to hand it to Joan Edwards. 
She’s been a charmer ever since she first trod 
the boards as a young protégée of her famous 

Uncle Gus. Nowadays, she’s getting new bouquets 

for showmanship—and salesmanship—on her 

new song-and-story show on WCBS, Monday 


any other New York network station participa- 

: : ‘ : 

tion program. In faet, every morning housewives 
in more than 150,000 homes accept her warm 

invitation to “Come on over to my house.” 

She charms advertisers.\ariety says: She delivers 

her plugs with a cozy touch.” But just hear those 

through Friday mornings at 9:30. 

She charms critics. Billboard says, “It's as tho’ 
the chanter. having fed her family, sent her 

hubby off to work and the kids to school, has 

‘plugs’ and you'll realize they're socked across 


called in the gals to chat and play records. And 

she does it all very pleasantly and capably.” 

She charms listeners. According to her first 

with all the skill of a star born and bred in big- 

out before her first program!) 

time show business. Participations were 50‘ 0 

Want to charm customers? Call us and sign 

up now for a low-cost participation on WCBS’ 

Pulse.” Joan’s bright-as-sunlight personality and 

friendly program attracted more listeners than 

Joan Edwards Show. 

CBS Owned « New bork \ C 1} S 

Represented by CBS Radio Spot Sales 

*March 1952 

Industrial Advertisers Elect 

L. G. Morris of Brown-Boveri 
(Canada) Ltd. has been elected 
president of the Industrial Ad- 
| vertisers Assn. of Montreal. Oth- 
; er officers elected are C. J. West, 
Dominion Textile Co., v.p.; A. F. 
M. Biggs, Canadian Industries Ltd., 
secretary, and R. L. Burdick, J. J. 
Gibbons Ltd., treasurer. 

|Advertisers’ Guild Elects 

John F. Evans of the Montreal 
Gazette has been elected president 
of the Advertisers’ Guild of To- 
ronto. Other officers elected are 
John E. Cooper, Canadian Busi- 
ness, v.p.; Bryce Seggie, McCon- 
nell, Eastman & Co., secretary, and 
Clair Truscott, National Paper 
Goods Ltd., treasurer. 

Rayco Expands Program 

Rayco Mfg. Co., Paterson, N. J, 
auto seat cover manufacturer, has 
ended its one-month test campaign 
in New York and five other mar- 
kets and is currently seeking time 
availabilities for radio and tele- 
vision in 34 major markets. Emil 
Mogul Co., New York, is the 

is all you 
need in 


It’s no job cover- 
ing a big market 
like Akron when 
ONE is all you 

The Beacon 
Journal, Akron’s 
one andonly 
daily newspaper 
is the only me- 
dium needed to 
reach all Akron 


John S. Knight, Publisher 
Story, Brooks G Finley 
Nat. Rep. 

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~ 2nd 6 months 1951 
RR Rene i a ae ee ee 

*Trve Confessions & Motion Picture 


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When readers plunk down their hard-earned 
money at the newsstands...when they take u 
their pick — with endless variety to choose ‘ e 
from...they know what they want in magazines. : 
True Story Women’s Group tops them all in . 2 : 
newsstand gains. a h 
And remember...only True Story Women’s Group 
is edited for the great wage earner market— g ! 
largest market for consumer goods today! * : 

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The saddest sight you'll ever see 
Is that unhappy Sales V.P. 

W hose competition's out today 

With their new Inland Sales Display! 


RANDOLPH 6-3256 

Agencies’ Primary Job Is Creating Sales, 
Whittier Reminds Michigan Agency Men 

Detroit, June 3—Charles L. 
Whittier, v.p. and chairman of the 
plans board of Young & Rubicam, 
thinks agencies should place new 
emphasis on the job of creating 
sales impact through effective 

Speaking at a “spring tonic” 
meeting of the Michigan council of 
the American Assn. of Advertis- 
ing Agencies here last week, Mr. 
Whittier said: 

“The advertising agency busi- 
ness primarily is one that offers a 
single and vitally important skill 
to its clients. That skill is to pro- 
vide impact against consumers 
through the evolvement of effec- 
tive sales strategies, and the trans- 
lation of those strategies into pro- 
vocative and persuasive adver- 

He warned the Four A’s mem- 
bers against subordinating their 

“greatest skill” to supplementary 

“Our participation in market- 
ing, research, theatrical produc- 
tion or any other supplementary 
activity is for the purpose either 
to strengthen the consumer impact 
of our advertising, or to help cor- 
rect conditions that can weaken 
it,” he stressed. 

® Arno Johnson, v.p. and director 
of research of J. Walter Thomp- 
son Co., told the meeting that 
economic conditions now facing 
the country challenge advertising 
to prove its function as a positive 
economic and social force. 
“Advertising and selling are 
needed as never before to build 
markets that can absorb our pro- 
duction and provide employment 
when defense slows down,” Mr. 
Johnson told the 1,000 in attend- 

a epee ld 


on Home Appliances! 

Household Magazine gives a big play to 
electrical appliances—they’re featured in 
every issue. 

Why? Because Household’s 2,000,000 fam- 
ilies are HEAVY users. They have big homes 
(average close to 3 bedrooms each), big 
families (830,000 teen agers, 1,300,000 
children under 10). They need more appli- 
ances... forcleaning, sewing, washing, cook- 
ing, entertainment. And because 76% of 
them own their homes, they don’t hold back 
on buying! 

Unless you're in Household, you miss this 
great appliance market. Other magazines of 
large circulation put little of it in non-metro- 
politan communities. Here Household is 
HEAVY . .. it concentrates 81% of its circu- 
lation in small cities and towns 25,000 and 


balance your budget ! 

Household Magazine, Topeka, Kansas 

Household editorial is HEAVY 
on home ideas . . . Household 
families are HEAVY on home activities 
. .. Household circulation is HEAVY 
in the home towns of America! 

Advertising Age, June 9, 1952 

ance at the meeting. 

“We do not have now the huge 
backlog of deferred demands that 
helped us over the transition pe- 
riod after World War II. We must 
create new demands.” 

Mr. Johnson asserted that real 
purchasing power now exists be- 
yond the most optimistic projec- 
tions of the past and that we have 
opportunity and the ability to ex- 
|pand purchasing power still fur- 
ther through increased production. 

@ “The force that will give life 
| and meaning to our ability to pro- 
| duce is the creation of desires, and 

advertising can be that force,”” Mr. 

Johnson reasoned. 

He declared that advertising 
| must create the desire of the con- 
sumers for the increased produc- 
| “I can show where we have the 
| productive ability and the pur- 
| chasing power after taxes for a 
|}one-third increase in our living 
standard. ..But I cannot guarantee 
the want. It is no light task to ed- 
ucate a population of 160,000,000 
individuals how to live one-third 
better. Families do not change 
their housing, move to better 
neighborhoods, change their social 
habits, improve their diet imme- 
| diately with increases in income. 

“Yet Americans must learn to 
live a third better—and soon—if 
we are to utilize our proven pro- 
ductive ability and if we are to 
| avoid the devastating effects of 
|}unemployment along with a re- 
| duction in sales that could largely 
|} wipe out corporate profits and 
| government revenues as well. The 
demand must be created for the 
goods and services we can pro- 
|}@ “When our economy starts to 
| shift from defense to civilian pro- 
duction, the part that advertising 
‘ean play will become of critical 
importance to our whole free so- 
ciety. Advertising is a direct means 
of communication between the 
producer and the consumer. It has 
proved again and again to be the 
most effective and most economi- 
cal way to educate masses of peo- 
ple and to stimulate interest and 
desire. This creation of desire and 
the stimulation to increased con- 
sumption is basic to supporting 
our necessary high level of pro- 

“Our economy is based largely 
on created human wants rather 
than needs or necessities. Our 
people work and earn not just 
barely to live—but to live better 
in accordance with their own 
ideals of what they want in rela- 
tion to what their earnings can 

“This makes advertising increas- 
ingly important as an economic 
and social force. Wants and desires 
necessary to expand markets for 
our production are increasingly a 
matter of choice and discretion- 
ary election rather than economic 

E. E. (Sam) Potter, Michigan 
council chairman and v.p. in 
charge of the Detroit office of 
Y&R, presided at the meeting. 

Plans TV Station in Miami 

WIOD, Miami, owned by the 
Miami News, has filed application 
with the FCC for channel 7. The 
radio station proposes to build a 
$1,250,000 television station at the 
present site of its transmitter and 
broadcasting towers. 

Kraft Promotes Courtice 

Kraft Foods Co., Chicago, has 
promoted Richard N. Courtice 
from sales supervisor in the Cin- 
cinnati sales branch to institutional 
sales manager for its central di- 
vision. He has been with Kraft 
for 12 years. 

_WVOW Starts Broadcasting 

WVOW, Logan, W. Va., began 
broadcasting May 25. Owned and 
operated by Logan Broadcasting 
Corp., the 5,000-watt station op- 
erates on a frequency of 1,290 kil- 
| ocycles. 

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cover ase ... to cook up Western sales for you! 

Yes, it’s a recipe for top coverage that’s always successful: 

Combination of NBC stations in the Far West 


Outstanding NBC programs over these stations 

Mix these two potent ingredients, and you 
get the No. 1 audience—top coverage of 
your prospects — whatever you're selling! 

83.5% of all radio homes in Washington, 
Oregon and California listen regularly to 
NBC Pacific Coast Network. 

No other network delivers such sales 

Radio homes in this fast-growing, fast-buy- 
ing area have increased 53% in the past 
decade. More people now listen to radio in 
the Far West than ever before. 

Choice network time is available on NBC 
Pacific Coast Network, the No. 1 network 
in the Far West. Consult your nearest NBC 
Sales Office for details. 


A Division of Radio Corporation of America 

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Wade Appoints Brooks 

Frederick C. Brooks, formerly 
with “The March of Time” and 
Time, has been named to direct 
sales of Roger Wade Productions, 
New York. The company produces 
commercial motion pictures and 
television films. 

Names General Ad Service 

Nationa! advertising representa- 
tion for the Virginian-Tennessean 
and Herald Courier, Bristol, Tenn., 
is being handled by General Ad- 
vertising Service, Atlanta. Moran 

Motorola Names McKim 

Motorola Canada Ltd., which 
plans to introduce Motorola radio 
and television receivers in Can- 
ada, has appointed the Toronto of- 
fice of McKim Advertising to di- 
rect its advertising. 

WHEE Changes Back to WBMS 

WHEE, Boston, has resumed its 
former call letters, WBMS, and 
has changed its program format 
to emphasize music from theat- 
rical productions and light and 
classical opera. 

& Hedekin, New York, represents 
General in the North. Suter Watch to Sherres 

Suter Watch Co., Bienne, Switz- 

Clark Rejoins WORZ erland, has transferred its adver- 
Winston L. Clark, who left tising account to Marvin Sherres 
WORZ, Orlando, Fla., in 1950 to Advertising, New York. A. M. Snei- 

der Co., New York, is the previous 

“just fish,” has returned to his old 
desk as sales manager 

Why is 
The Elks 

>» - ney 

Because the Order of Elks is growing. 
And The Elks Magazine is the Order of Elks in printed 


The Order of Elks fits the times. Its aims and methods 
reflect 20th Century America. In 1,600 centers the Elks 
lodge is respected for its service to the community. 

That is why The Elks Magazine subscribers have more 
than doubled since 1942. 

New York * Chicago * Detroit + Los Angeles 

FRS Board Member 
Hits ‘Keeping Up 
with Jones’ Ads 

ATLANTIC City, June 3—‘Keep- 
ing up with the Jones” advertising 
was hit yesterday by J. L. Robert- 
son of Washington, member of the 
Board of Governors of the Federal 
Reserve System. 

Speaking before the 58th annual 
convention of the Pennsylvania 
Bankers Assn., Mr. Robertson said: 
“Consumer debt is being bally- 
hooed to the point where many 
families have loaded up with tele- 
visions, radios, electrical devices 
of all kinds, not because they could 
afford them, but because not to 
do so has even been stigmatized | 
as a sign of ‘failure.’” 

® He referred to a radio commer- 
cial he heard which informs 
fathers that they are not “playing 
fair” with their children if they 
do not provide the youngsters with 
“a television—and a 20” one, too.” 

“If you feel burdened by debts 
and taxes, don't let that bother 
you, either,’ ” he quoted the adver- 
tisement as saying. | 

“I wonder who will hold Dad’s| 
note? About 41% of all consumer | 
instalment paper is held in our 
commercial banks,” Mr. Robertson 
told the bankers. “If you bankers 
don’t care about terms or ability 
to pay, you can be very sure many | 
sellers won't.” 

Fansteel Makes Exec Change 
Changes in the executive staff 
of Fansteel Metallurgical Corp. in- 
clude the following: Robert J. 
Aitchison has been elected chair- 
man of the board of Fansteel and 
its subsidiary, Vascoloy-Ramet 
Corp. He will continue to be ac- 
tive in the management. Herbert 
B. Clark has been elected presi- 
dent of Vascoloy-Ramet. Mr. Clark | 
began in 1939 as sales manager of | 
Vascoloy-Ramet, later being ap-| 
pointed v.p. in charge of sales for) 
both Vascoloy-Ramet and Fan-)} 
steel. He was appointed general | 
manager of Vascoloy-Ramet in| 
1946 and was elected to the Fan-| 
steel board of directors in 1951. 

McAllister Joins Glass Fibers 

Sidney B. McAllister has joined | 
the advertising and public rela- 
tions department of Glass Fibers 
Inc., Toledo. He recently returned 
to civilian life after being recalled 
by the Army in 1950 and serving 
12 months in Korea. Prior to that 
he was a partner in an advertising 
agency in Miami. 



covers this market effectively 

Employment in this area above peak levels during world war 
Il. Steel industry expansions, and enlargement of the plants 
and GARY SCREW & BOLT WORKS, and construction of 
the new Gary plant of THE TAYLOR FORGE & PIPE COR- 
PORATION creating more job opportunities than local labor 
market tan fill, so workers recruited from other areas are 
arriving with their families, further increasing the population 
and buying power. 


Gary's only newspaper 

is the only medium you can be sure will deliver your adver- 
tising with sales producing impact in the Gary Trading Area. 
More than twice the effective family coverage of all Chicago 
daily newspapers combined in this area. Over 95%, coverage 
in city and city zone. Better than 80°; for entire trading area. 

Metropolis of Indiana Industry 
Second City In The State 

Market Highlights 

Home of the world’s largest 
steel mills. Third largest steel 
producing center in nation. 

Principal shopping center 
for Lake and Porter counties. 
Populations total in excess of 
100,000. Total households 
113,276. (U.S. Census 1950) 
These counties offer a $713,- 
619,000 market. (Sales Man- 
agement 1952 Survey of 
Buying Power) 

Population of Gary 133,911. 
Of city and city zone 166,738. 
Total for retail trading area 

220,603. (U.S. Census 1950) 

Net buying income per 
family in Gary above average 
for state and nation. Highest 
for Lake and Porter counties. 
(Sales Management) 

National Representatives: 

Advertising Age, June 9, 1952 

Getting Personal 

Some citizens of New Rochelle and New York City witnessed the 
latest method of solving commutation problems on the morning of 
June 3, when two 16-foot Thompson sea skiffs sailed out of New 
Rochelle and tied up at the East River skyport dock on 23rd St. in 
less time than it takes to drive and at less cost. Those on board in- 
cluded Joseph A. Bond, public relations director in Campbell- 
Ewald’s New York office; Nick Mamula, also with the agency; Ray- 
mond Bartlett, v.p., Kellogg Group of Railroad Employe Publica- 
tions; Robert Loftquist, sales manager of Hammond Organ division, 
William Knabe Co.; Donald Huber of Look; and William Noble of 
Radio Daily... 

James Murray, manager of KQV, Pittsburgh, has been named 
chairman of the Camp Achievement fund raising campaign and 
radio and TV chairman of the Salvation Army in that city...It’s 
two to one in the home of Mr. and Mrs. Tom Haire, who now have 
a second son, John Edward, vs. one daughter. Mr. Haire is v.p. of 
Haire Publishing Co. ..G. Richard Shafto, general manager of WIS, 
Columbia, S. C., is celebrating 20 years with the station, his birth- 
day, and his 25th wedding anniversary... 

SERVICE AWARD—R. S. Wilson (left), v.p. in charge of sales, Goodyear Tire & Rub- 

ber Co., Akron, presents a 35-year service pin to Kenneth C. Zonsius, Goodyear’s 

director of advertising, at an executive luncheon. A plaque signed by all ad depart- 

ment members was given to Mr. Zonsivs by D. T. Buchanan, manager of the depart- 
ment, at a recent staff luncheon. 

Jarvis Woolverton Mason, v.p. and director of market research 
at Wilson, Haight & Welch, Hartford-New York agency, is the 
author of a new book, “Agents’ Advertising Primer,” published by 
Rough Notes Co., Indianapolis. The 96-page book is designed to 
give insurance agents and brokers the latest tips and aids om adver- 
tising, public relations, and sales promotion... 

Home from a three-week vacation in Mexico City is Bob Reitzel, 
Columbia Pacific Network sales representative in San Francisco. .. 
And Carl Hill, account exec at KBIG, Catalina Island, and his new 
bride, the former Janet Macdonald, are at home after a brief Arizona 
wedding trip... 

Robert A. Uihlein Sr. and Erwin C. Uihlein, v.p. and president, re- 
spectively, of Jos. Schlitz Brewing Co., will receive the Milwaukee 
Eagles civic service awards on June 24. They have been active in 
community projects and fund raising drives.. . 

Procter & Gamble’s president, N. H. McElroy, was elected presi- 
dent of Cincinnati’s Commonwealth Club on May 29. ..Emmett C. 
McGaughey, executive v.p. in charge of the Pacific Coast offices of 
Erwin, Wasey & Co., has been appointed a member of the Los An- 
geles Board of Police Commissioners. He was a member of the FBI 
from 1941 to 1949... 

Two agency art directors—Vincent Di Giacomo of Hewitt, Ogilvy, 
Benson & Mather and Lester Rondell of Scheideler, Beck & Werner 
—and the art director of Esquire, George Samerjan, won awards at 
the recent art directors show held at the Art Students League of 
New York... 

The same day that W. J. Willis, WK Y-TV salesman, received the 
Oklahoma City Adclub’s distinguished service award for 1951, he 
was installed as president of the club. ..At a luncheon held on May 
22 in New York, Dr. Allen B. DuMont, president of Allen B. Du- 
Mont Laboratories, was given a decoration carrying with it the 
rank of Chevalier in the National Order of the Legion of Honor 
His service to the Allies in World War II and his contributions to 
commercial relations between the U. S. and France won him the 
honor. . . 

On May 28 a boy (first child) who’s been named Thomas Greer, 
was born to Dorothy Workman, wife of Fred Workman of the 
Chicago Tribune advertising department...TV writer William Bal- 
lard and his wife are also parents of a new son, William Parker, 
born early in May. The baby’s grandpa, John H. Ballard, is presi- 
dent of Bulova Watch Co.. New York... 

Florence Gardner, executive director of the San Francisco Ad- 
club, and Stanley Heyman, v.p. and ad director of Moore's, Bay 
Area clothing company, are recipients of Alpha Delta Sigma’s 
annual award for having done the most toward helping young be- 
ginners in the advertising field. . . 

When Jim Ritter, of O'Mara & Ormsbee’s Chicago office, was in 
Paris last summer, he met a girl from Stockholm who asked him to 
take greetings from her to a former compatriot living in Chicago. 
Result was the marriage, May 3, of Jim to Eva Jaederholm. the 
Stockholm girl transplanted to Chicago...Alfred N. Miller, New 
York agency president, was married not long ago to Doris Gold- 
stein. .. 

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A Matter of Record 

Times have changed since office records were filed on the catch-all 
“spike.” Today, the production of office equipment is a big industry. 
And, it’s a matter of record that this industry considers Business Week 

a valuable medium for selling its products. 

REASON: Business Week is read by Management-Men .. . executives 
alert to the profit possibilities to be gained by installing modern, effi- 
cient, cost-cutting office equipment and systems. These are the men 

who influence buying decisions. 

RESULT: Year after year, Business Week carries more pages of 
office equipment advertising directed to business and industry than 
any other general business or news magazine, 

Manufacturers of office equipment agree— 




These manufacturers of Office Equipment 
and Supplies have advertised in 
Business Week for 5 years or more 


American Automatic 
Typewriter Co. 

American Photocopy 
Equipment Co. 

Art Metal Construction Co. 

Bostitch, Inc 

Burroughs Adding Machine Co 

Clary Multiplier Corp 

Ralph C. Coxhead Corp. 

A. B. Dick Co. 

Dictograph Products Co., Inc. 

Ditto, Inc. 

DoMore Chair Co. 

Eastman Kodak Co. (Recordak) 

Thomas A. Edison, Inc. 

Elliott Addressing Machine Co. 

Executone, Inc. 

Eberhard Faber Pencil Co. 

Felt & Tarrant Mfg. Co. 

Friden Calculating Machine 
Co., Inc. 

General Aniline & Film Corp. 
(Ozalid Div.) 

General Precision Equipment 
Corp. (Ampro Corp.) 

Globe-Wernicke Co. 

Gray Manufacturing Co. 

Source: Publichers Informe tion Bureau 


International Business 
Machines Corp. 

Lyon Metal Products, Inc 

Marchant Calculating Machine 

Mergenthaler Linotype Co. 
Davidson Mfg. Corp 

Michaels Art Bronze Co., Inc. 

Minnesota Mining & Mfg. Co. 

Monroe Calculating Machine 
Co., Inc. 

Moore Push Pin Co 

National Cash Register Co. 

Pitney-Bowes, Inc. 

Radio Corp. of America 

Rauland-Borg Corp. 

Remington Rond, Inc. 

Royal Typewriter Co., Inc. 

Shaw-Walker Co. 

LC. Smith & Corona 
Typewriters, Inc. 

Soundscriber Corp. 

The Todd Co., Inc. 

Underwood Corp. 

Union Carbide & Carbon Corp. 
(Autopoint Co.) 

Wassell Organization, Inc, 

Webster-Chicago Corp. 

Webster Electric Co. 

Jan-Dee., 1951 


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ihe record each month 

ps of the finest perfume 

and cosmetic advertising 


Also publishers of DRUG AND COSMETIC INDUSTRY . ig 

Williams & Co. to Comstock 

J. H. Williams & Co., Buffalo 
maker of wrenches, drop forges 
and other industrial equipment, 
has appointed Comstock & Co., 
Buffalo, to direct its advertising. 
Industrial, automotive, education- 
al and export publications will be 
used. Picard Advertising, New 
York, is the previous agency 

Direct Mail Up 11°. 

Dollar volume of direct mail ad- 
vertising used by American busi- 
ness during the first four months 
of 1952 was $393,289,240, accord- 
ing to the Direct Mail Advertising 
Assn. This represents a gain of 
ll‘2% over the corresponding 
period of 1951. 

New England Newsmen Elect 
Albert Spendlove of the Tele- 
gram, Nashua, N. H., has been 
elected president of the New Eng- 
land Daily Newspaper Assn. Other 
officers elected are David R. Dan- 
iel of the Hartford Times, v.p.; 
Stanley T. Black of the Times, 
Pawtucket, R. L, secretary, and 
Charles L. Fuller of the Enter- 
prise, Brockton, Mass., treasurer 

Agency Changes Name 

Donald W. Gardner Co., Bos- 
ton agency, has changed its name 
to Donald W. Gardner Advertis- 
ing. New officers of the agency 
are Donald A. Marsden and Rob- 
ert L. McMillan, v.p.s. and Ger- 
aldine Bowen, secretary. 

HEREVER radio station WFAA is heard, housewives are 

= familiar with a jingle that goes, “Better buy Bur- 
e leson’s honey.” You can find Burleson’s on grocers’ shelves 
in major markets all over the Southwest. It wasn’t that way 
back in the early 1930's... 

A WFAA salesman had just finished speaking on the power 
bee of radio advertising before the Waxahachie, Texas, Rotary 

“That $600 will 

Club. T. W. Burleson walked up and introduced himself, 
explaining that he operated a small honey packing business. 
Radio interested him, but when they got around to discuss- 
ing cost, the old gentleman snorted, “Just for rich folks!” 
and stalked out the door. 

“Young whippersnapper!’’ he cried... 

; It was two years later that young Ed Burleson, just out of 
: college, was in Dallas trying to build distribution for his 
father’s growing business. Radio looked like the answer, 

: break us!” — , 
% P and Ed signed a $600 contract with WFAA for a year's 
‘i Instead, it built schedule of announcements. Ed Burleson got a stormy recep- 
ae tion when he reached home with the news. 
< a honey of a business 

Within six months though, the elder Burleson had reason 

. for the Burlesons 

to change his opinion of radio, and by the end of the second 

) year’s contract, sales of Burleson’s honey had jumped 400° ! 
< From that day to this, radio has had a large share of Burle- 
“a son advertising — over the station that helped make it a honey 


a - — 

of a business— WFAA. 

WFAA-820 is a honey of a station, too. Ask the Petry man 
about it today! 

ant Lee 

oe owe 

are ee 


Soe oe ee 

Advertising Age, June 9, 1952 
Rules for Use of 
Flag in Ads Again 
Reported by NBBB 
New York, June 3—The Na- 

tional Better Business Bureau has 
issued a revised report on the use 
of the flag in advertising 

A congressional resolution pro- 
hibits the use of the flag in adver- 
tising. All states have similar stat- 
utes, extended to cover their own 
flags, and the national seal, shield, 
coat of arms, etc 

Federal or state insignia may not 
be used for trademark purposes. 
The flag may not be used on arti- 
cles of merchandise, with some ex- 
ceptions. The flag colors, particu- 
larly in the form of bunting, may 
be used by advertisers wishing to 
incorporate a patriotic theme. Al- 
though in technical violation of the 
statutes, no serious objection has 

been raised to the use of the flag. 

incidental to a scene in an adver- 
tising illustration 

@ Vendors may display the flag 
provided it is not associated with 
an ad and is not used primarily to 
call attention to the sale of some- 

“The courts may consider the 
mere display for sale of an article 
bearing a reproduction of the flag, 
either as part of the article itself 
or as an illustration on a box top, 
to be an advertisement,” the bu- 
reau says, but adds, “Common 
sense and patriotism dictate the 
proper use of the flag rather than 
any hard and fast rules.” 

Pushes Stick-Form Liniment 
Northrop & Lyman Co., Toronto, 

will begin promoting a new lini- 
ment in stick form in Canada 

some time in June. The product 
Olympene Liniment Stik—is ap- 
plied in solid form, which melts 
and is absorbed. Advertising will 
stress that the liniment is non- 
greasy and spill-proof. A list of 
44 dailies will be used, starting 
with quarter-page insertions fol- 
lowed by 300-line and 100-line 
copy. Walsh Advertising, Toron‘o, 
is the agency 

Ideal, Lurr Name Rand 

Rand Advertising has been ap 
pointed to handle the accounts + 
Ideal Film Corp.. and Lurr Pr 
ducts Corp., insecticide manufe 
turer. The New York office will 
handle the Ideal account. Radio, 
television and magazines will be 
used to promote Kryptar, I "e: 
and Astra film and Tynar camera 
For Lurr, the New York office wv 1 
handle radio and TV. Newspap«r, 
magazine and oudoor advertising 
will be placed from the Hollywood 

Philly Marketers Elect 

The Philadelphia chapter of the 
American Marketing Assn. has 
elected Henry Sweitzer of Henry 

Disston & Sons, president. Other 
officers elected are Darwin W 
Heath of John Falkner Arndt & 

Co., Ist v.p.; Robert Sessions of 
Alderson & Sessions, 2nd V.p.; 
Paul Trich of Dun & Bradstreet 

Hariman to United Television 

Alan Hartman, formerly asso- 
clated with Music Corp. of 
America, J J. Ziv, and Official 
Films, has been appointed euster 
sales representative for Unite: 
Television Programs Inc., Chicago 
He will work out of the New Yor! 
office assisting Aaron Beckwith 
lirector of sales 

saker Construction Co.. - 
. builder of swimming 

has named L. J. Swain Adver . 
Whittier, Cal., to handle its } 
vertising and public relations 

dia plans include local newspi 
and direct mail 

Appoints L. ]. Swain Ag: wt 


Donahue Joins Williams 

C. Glenn Donahue, forme 
art director of James A. Stew 
Co., Carnegie, Pa., has been 

pointed art director and prod 
tion manager of John R. C. V 
liams Advertising, Pittsburgh. 

Fane SE 

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LOR: ress rem 

Advertising Age, June 9, 1952 

| ad 

— Goto 
Church this 

The new car dealers of 

Greater Washington are 

Closed Sundays 

to permit their employees to worship 
in the Church of their choice 

Bring vour problems to 
Church this Sundav 

Millions leave them there! 



1026 17th Street Northwest * EX 380! 

CLOSED SHOP—<Automotive Trade Assn., 

Washington, used this ad to inform the 

public that capital car dealers will be 

closed on Sundoys. Kal, Ehrlich & Mer- 
rick has the ATA account. 

Sales Kit Has LP Records 
Occidental Life Insurance Co. 
of California, Los Angeles, is dis- 
tributing to its field representa- 
tives a new type of sales training 

kit. Included with the kit are three 

ilbums of LP records of panel dis- | 

‘ussions covering aspects 

of the) 

narket, and an actual sales pres- | 

prospect. Agents 
a three-speed 

entation to the 
re supplied with 

record player by the company so 

that they may use the records. 
Also included are direct mail ma- 
terial, sample policies, sales pres- 
entation brochures and a com- 
plete script of the recorded sales 
talks. The kit is designed to cut 
down the training time of field 

Gets Account in Canada 

Spitzer & Mills, Toronto, is di- 
-ecting Canadian advertising for 

.nkist Growers Inc., formerly 

vifornia Fruit Growers Ex- 

singe. The Valencia orange cam- 
» 3n calls for large space news- 
pa,er advertisements, along with 
100-line reminders in a list of 
lailies across Canada. Full-page 

.de insertions are scheduled for 

ve, supplemented by 600-line 
.. to tie in with National Salad 
We k. 

Form Cigaret Company 
Commercial Tobacco Corp. has 
beer. formed in San Francisco to 
manufacture a self-lighting cigaret 
invented by Frank Witt (AA, Jan. 
21). Mr. Witt is president of the 
corporation. Plans for a promotion 
campaign throughout California 
are awaiting completion of a fac- 
tory in Redwood City, Cal. An 
agency will be appointed soon. 

Buys ‘U.S. Egg & Poultry’ 

Watt Publishing Co., Mount 
Morris, Ill., publisher of Pacific 
Poultryman, Better Farming Meth- 
ods, Poultry Tribune, Hatch & 
Hatchery and other poultry maga- 
zines, has purchased 52-year-old 
U.S. Egg & Poultry from the Insti- 
tute of American Poultry Indus- 


Kamrow Named Ad Manager 

Dan Kamrow, formerly adver- 1d sales promotion man- 
age Permoflux Corp., Chicago 
ma! f acoustical equipment and 
dic’ ig machines, has been 
nar advertising manager of 
Woc ul Publishing Co., Chicago, 

publi. her of Trailer Travel. 

Fe : er to Libbie Printing 

John C. Ferriter, formerly with 
Writer B. Snow & Staff, Boston 
ag: acy, has joined the sales de- 
partment of Libbie Printing Co., 
Aston, Mass., as head of the 
rewly opened Libbie New York 
sales office at 224 E. 38th St. 



| Sell ‘Tifton Gazette’ 


The Herring family, operators of | 

the Gazette, Tifton, Ga. for 5 
years, has announced the signing 
of an option to sell its interests to 
Homer M. Rankin, Amos C. Tift 
Jr. and David H. Tift. A spokes- 
man said final negotiations are ex- 
pected to be completed Aug. 1. 
The Gazette will continue under 
present management until then. 
The new owners, all from Tifton, 
plan to construct a new building 
and install modern equipment for 
a larger newspaper. 

6| Philadelphia, 

a} 2 ee oe 

Two Name Ad Associates 

Clark-Hopkins Equipment Corp., 
and L. Goldstein’s 
Sons Inc., Philadelphia, have ap- 
pointed Advertising Associates 
Agency, Philadelphia, to direct 
their advertising. 

Russell Elected President 

Henry W. Russell, advertis- 
ing manager of Stebbins & Rob- 
erts Inc., has been elected presi- 
dent of the Little Rock Advertis- 
ing Club. 





Only ABC Toy Paper 
Oldest in Field 
leads in Lineage 
Write for New Market 
Dato Folder 

71 W. 23d N.Y. 19 


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ready making Country Gentleman more useful 
than ever to every member of the family: More 
farm features, graphically presented and faster 
paced, are giving them still greater help to farm 
better . . .“Country Living” is serving their whole 

wide range of better living interests. 

of a new format to become effective with the Feb- 

ruary 1953 issue. 

mat will include inviting new layouts and illustra- 
tion . . . more attractive title type and expanded 

subtitling . . . new body text that is easier to read 

than conventional magazine type faces. 

Phases of the new editorial program now under- 
way are already making Country Gentleman 

better read—by more people—than ever before... 

cover to cover, by men and women. 

CIRCULATION IS RISING — further substan- 
tial bonus circulation is anticipated. 

There never was a better time to concentrate your 
advertising in Country Gentleman . . . where mil- 
lions of The Best People in the Country turn for 
help to farm better and live better! 



ar oe 


Be se RS ates San ree Leos Beat ae 

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how’s your 

® Send for our brochure 
“Letterhead Logic” containing 
the check list used by experts 
to test prestige, personality, 
and sales appeal of letterhead 
design. Perhaps your letter- 
head will pass the test, but if 
not, you may be just as well 
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270A Lafayette St., New York 12 

Risdon Buys Inkograph Co. 

Risdon Mfg. Co., Naugatuck, 
Conn., has purchased Inkograph 
Co., Hartford, maker of Inkograph 

fountain pens. Risdon at present 
produces a cigaret holder that tel- 
escopes and a telescoping ballpoint 
pen and pencil. The new division 
will be located in Naugatuck ard 
will manufacture and sell writiny" 
instruments under the name ot 
Risdon Inkograph. The pens will 
be made at Risdon’s Danbury, 
Conn., plant. 

Imperial Joins CAAA 

Imperial Advertising, Halifax, 
Nova Scotia, has been elected to 
membership in the Canadian Assn. 
of Advertising Agencies. The agen- 
cy has moved to new and larger 
quarters in the Famous Players 

Promotes Elaine Guissisberg 
Elaine Guissisberg, formerly 
head of the bookkeeping depart- 
ment of the Express, Lebanon, 
Ore., has been promoted to as- 
sistant to the business manager, R. 
Pollock, in charge of advertising. 

Motorola’s Redden Explains Co-op Ad Plan | 

Mempuis, June 3—-Ellis L. Red- 
den, advertising director for Mo- 
torola Inc., spoke out last week on 
the problems of local co-op adver- 

In an address before the Mem- 
phis adclub, Mr, Redden said many 
manufacturers of brand name mer- 
chandise with a heavy invest- 
ment in national advertising are 
unhappy about what happens to 
co-op funds. Frequently, he pointed 
out, a dealer will use only the il- 
lustration supplied on mats by 
the manufacturer and then pro- 
ceed to design whatever kind of ad 
he wants, often without submit- 
ting the copy to his distributor for 

In such instances, misleading 
copy slips in and the manufacturer 
must take the blame, he said. If 
the ad’s appearance is poor, it 
serves to tear down the product 
prestige sought by the manufac- 

Another problem which vexes 
name brand manufacturers, Mr 
Redden said, is a lack of control} 
over the disposition of co-op funds. | 
Motorola, he reported, is gradually 
restricting expenditures in an at- 
tempt to make sure that the funds 
are directed into the most produc- 
tive channels } 

One reason it is doing he | 
said, is that some dealers bill their 
distributors for local space or time 
rates when they have actually} 
been getting a much lower rate! 
on a bulk basis. 


® Motorola, which wants to main- 
tain local advertising and still get 
better values for the dollars it 
puts into local ad funds, is using 
the following four-point plan: 

1. Furnishing distributors with 
advanced planning schedules to 
encourage them to do a better 
planning and placement job. 

2. Preparing a booklet giving 


Some hand net 


ee ee ee ae 

Is your 

Red Feather 
Your Host 
Ethyl Extras 
Holiday Mood 

: O This year, as it has since 1916, BBDO is preparing 
; the advertising that will be used by Community Chests in 

more than 1,000 towns. In addition to a newspaper mat 
book containing nearly 60 ads in sizes from 65 lines to L000, 

there are special cartoons and jingles for the use of mag- 

azine editors. Ideas for this public -service project of the 
Advertising Council come from all 11 BBDO offices. 

@ Comparatively young as an organization, the 
Sheraton Corporation of America has more rooms than 
any other hotel chain. This four-color magazine campaign 
is acquainting businessmen with the new concept of hotel 
living Sheraton management brings to famed individual 


and the warm welcome that awaits at all. The ads 

are prepared by BBDO Boston, backed up by BBDO, N.Y. 

3) Iwo features catch extra readers for this series of 

Ethyl Corporation trade-paper inserts: 

four-color art in 

magazines that are predominantly black and white, and a 

novel die-cut index tab. Easy-to-read copy tells technical 

stories to petroleum-industry executives. The insert shown 

covers Ethyl’s new room for testing gasoline in automobiles 

under various controlled temperature conditions. 

@ Holiday does an outstanding selling job for a wide 
variety of better products by putting its mass-class market 
of more than 850,000 families in a mood to buy. However, 

some key executives are not aware of its power to sell 

products and services outside of the travel field. This series 
shows what Holiday’s ‘market in a pleasure mood”’ can do 

for them—carries an offer of sales case histories. 








PITTssuRce + 







Advertising Age, June 9, 1952 



First National Bank 


BANK COPY?—When bankers advertise 

to each other, apparently, they get away 

from the strictly conservative. This one 

ran in Commercial West for 1st National 
Bank of the Black Hills. 

recommendations as to the amount 
to be spent on different local me- 
dia and ways of controlling funds 
to avoid wasteful spending. 

3. Sending out a greater variety 
of retail ads to meet almost every 
dealer’s requirements while still 
keeping up the quality and char- 
acter desired by Motorola. 

4. Keeping a closer check on Mo- 
torola linage and that of compet- 
ing brands in the major markets. 

. Since the company’s total fund 
for factory-distributor-dealer ad- 
vertising exceeds $7,000,000, Mr. 
Redden pointed out that it is a 
costly process to administer it 
properly. He recommended that 
distributors and their salesmen do 
a better selling job with dealers 
by showing them the over-all cam- 
paign strategy. In this way, deal- 
ers could be made to feel their lo- 
cal promotion is a part of an in- 
tegrated and continuing advertis- 
ing program. 

Mr. Redden told the group that 
despite the headaches involved in 
managing funds and attempting to 
control copy and placement, “‘co- 
operative advertising will be an 
essential selling tool in the future.” 

Directors Fill Vacancies 
| Left by Ewing's Death 
Vacancies left by the death of 
John D. Ewing (AA, May 26) 
have been filled by Wilson Ewing, 
who has been elected chairman of 
the board of the Shreveport Times 
and the News-Star-World, Monroe, 
La., by the directors of the Ewing 
| properties. Robert Ewing Jr. has 
been elected chairman of the 
| board of KWKH, Shreveport, and 
KTHS, Hot Springs, Ark. 
William H. Bronson, who has 
been general counsel of the Ewing 
properties for several years, was 
elected president and director of all 
four corporations, 

Book of Newspaper Mats 
Fills Small Space Needs 

A new book of 2,500 “miniature 
mats” for newspapers has been is- 
sued by Stamps-Conhaim-White- 
head Inc., 101 Fifth Ave, New 
York, publisher of General News- 
paper Advertising Services. The 
56-page book carries illustrations 
done in small sizes for various 
small-space advertising needs. 

A complete set of mats for each 
of the 2,500 illustrations is pro- 
vided to eliminate time and ex- 
pense involved in ordering indi- 
vidual mats from the usual stock 

Frisco Milline Club Elects 
Louis Means of Batten, Barton, 
Durstine & Osborn has been elected 
president of the Milline Club of 
San Francisco. Other officers 
elected are Kemp Bennett of Hearst 
Advertising Service, v.p.; Robert 
Rawson of Borden’s Dairy Delivery 
Co., secretary, and Lamont L. 
Thompson of CBS-TV, treasurer. 

Push Photocopier in Canada 
campaign to introduce a new 
office photocopier, the Develop, is 
being placed in Canadian business 
and trade publications by McCon- 
nell, Eastman & Co., Montreal, for 
Block & Anderson Ltd., London. 

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Advertising Age, June 9, 1952 

Campbell Plugging | 
| for Hot Soup with 
Cool Summer Meals 

Campen, N. J., June 4—Soup 
as the “ideal one hot dish” for cool 
summer meals will be featured in| 
a heavy advertising and promo-| 
tional campaign this summer by | 
Campbell Soup Co. 

Full-color ads in nine consumer 
magazines will spark the drive, 
supported by the new summer) 
“Campbell Playhouse” every Fri-| 
] day night on NBC-TV; “Double or | 
Nothing” with Walter O’Keefe| 
daily on the NBC radio network, 
‘ and Bob Crosby's “Club 15” three 
times weekly on CBS radio. 

Magazines on the soup schedule 
include American Home, Better 
Homes & Gardens, Good House- 
keeping, McCall’s Magazine, 
Ladies’ Home Journal, Life, Par- 

ents’ Magazine, The Saturday 
Evening Post and Woman's Home 

® Every ad in the series will fea- 


Interlocking to Heinrich 

Starts Anniversary Drive 

Almaden Vineyards, San Fran- 
cisco, has started a campaign cele- 
brating its 100th year in business. 
Newspaper insertions are being 
used in all major western and east- 
ern markets. This is the company’s 
first use of newspapers. Ads are 
scheduled for Gourmet also. J. R. 
Flanagan Advertising, New York, 
is the agency. 

Motorola Promotes Knight 
Motorola Inc., Chicago, has pro- 

Samuelson, who has resigned to 
join Hammarlund Mfg. Co., New 
York maker of radios and radio 
parts. Mr. Knight has been a tech- 
nical manual editor for Motorola 
the past two years. 

Appoints E. C. Watkins & Co. 

E. C. Watkins & Co., Detroit, has 
been named to direct advertising 
for Riverside Mfg. & Electrical 
Supply Co., Dearborn. The com- 
pany designs and manufactures 
wiring harnesses, cord sets and 
electrical specialties. The agency 
recently moved to new quarters at 
|685 Pallister Ave. 

Webster Co. Names Agency 
Webster Co., North Attleboro, 
Mass., maker of sterling silver 
Tiny Tot Treasures, dresserware 
and table top accessories, has ap- 
pointed Badger and Browning & 
Parcher, Boston, and Badger and 
Browning & Hersey, New York, to 
handle its advertising and mer- 

Illustration Booklet Out 

Effective June 30, Interlocking! “The Book of Panels” is a col- 

Fence Co., Morton, IIL, is switch-| ection of art panels and borders, 
ing its account from Sterling Ad- 
vertising, Muncie, 
Heinrich Advertising, Peoria, 
The company’s schedule includes 
several midwestern farm publica- 

spot illustrations and other page 
ornaments published recently by 
A. A. Archbold, 1209 S. Lake St., 
Los Angeles ($5). Its 32 pages are 
printed on one side only for con- 
venience in cutting out specimens. 

to Don 


: 33 

Polymer Appoints Stanfield ~ Brunson Named Ad Manager 

Polymer Corp., Sarnia, Ont., Mohr Chevrolet Co., Dallas, has 

moted Darrell Knight to trade re- maker of synthetic rubber, has ap- appointed Jan Brunson director 
lations editor of its technical in- pointed Harold F. Stanfield Ltd., of advertising and customer rela- 
formation center. He succeeds Dale Toronto, to direct its advertising. 


—". . carried 

wm §6=6MORE LOCAL 
COURIER 479s any other IOWA DAILY in 1951 


ES ee PRE OR ARN, try 

mo a 

Only the Courier delivers lowa’'s richest Agri 
turing area. Contact our national 


Story, Brooks & Finley Notono! Advertising Representatives 


ture full-color photos of appetiz- 
ing luncheons and dinners fea- 
turing, of course, different kinds 
} of Campbell soups. Three of the 
headlines in the series are: “Ev- 
ery cool meal needs a warm 
heart,” “Soup is a salad’s best 
friend,” and “Summer is sand- 
wich-time and soup-time, too.” 
Each ad also will include a brief 
message and suggestions on how 
to use soups from Anne Marshall, 
director of home economics for 
} Campbell. 
| To help retailers sell soup, the 
company is providing them with a 
full kit of promotional pieces fea- 
turing the same photo reproduc- 
tions on case cards, window 
} streamers, shelf talkers and one- 
and two-column mats. 
Ward Wheelock Co., Philadel- 

Everybody knows where this 

“Great Lady” 

can be found... but 

phia, is the Campbell agency. 


Assumes Hollobilt Sales 

Kawneer Co., Niles, Mich., is| 
assuming all sales activities of| 
Hollobilt Co., Los Angeles. The} 
change is a step in the consolida- 
tion of the two companies, both 
makers of architectural metal | 
products. Kawneer purchased Hol- | 
lobilt on Sept. 20, 1950. } 

Hager Joins McCarthy 
Richard M. Hager, formerly with | 
Pressed Steel Car Co., Chicago, | 
has been named v.p. of Ray Mc-| 
Cute Advertising Service, New | 

It takes more than 
taste to put your : 
uct on the tongues of America’s 
yi original “Captive Audience’’— parents! 
ue Don't forget there's money in Sonny — 
is and Susie, too, the boss product demand- 
a ers! They yell for the soft drink that gives 
’ balloons — and they £% it. And your sales 
a message on PIONEER Qualatex Papen 
5 Billboard” balloons advertises — an 
Any product moves faster with low-cost 
PIONEER balloons as package inserts, 

tie-ons or self-liquidators. Gorgeous 
colors, printed in non-fading crackless 
pigments. Our Ad Service partment 

gives you ideas, samples, 

imprint information. 
Write The PIONEER 
Rubber Company, 108 Tif- 
fin Road, Willard, Obie, 

sattoon YOUR SALES) 


nasene Bf | 

does everybody know where to buy your 
products or services? Make it easy for 
them to find your outlets by using national 
Trade Mark Service in the ‘yellow pages’ 
of the telephone directory. 

Trade Mark Service features your trade- 
mark or brand name in the ‘yellow pages’ 
over the names, addresses and telephone 
numbers of your authorized dealers. This 
identifies your dealers with your national 
brand advertising . . . and helps eliminate 
brand substitution. 

Ask the Trade Mark Service represen- 
tative how national Trade Mark Service 
can be custom-tailored to your markets. 

AmERcas Burne GUIDE - 6° Yess 

For further information call your local telephone business office 
or see the latest edition of 


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Home the Bacon ! | Uy 


Illustrate it= sing it= paint it= skywrite it— talk it or televise it 
the one acid test is: Does it bring home the bacon? 

Here are some comments from tough minded 
advertisers about Pictorial Review: 

“As a result of a one paper one city experiment 
I have since scheduled 7 ‘P.R.’ cities in color 
for January and ten cities for color for February 

and March.” PRODUCT — GIRDLE 

“For the money on ‘P.R.’ advertising we find 
the results were 3 to 1 above any other medium 


“Your merchandising service makes Pictorial 
Review doubly effective—as an example we 
have closed many new accounts—our associa- 
tion this year has been of considerable benefit 


“We have been using ‘P.R.’ for about a year — 
we can attribute a very strong collateral value 
to this series of pages, that being the impres- 
sion that is made on the dealers themselves.” 


We bring home the bacon for a wide range of products 

“The recent increase in our ‘P.R.’ schedule 
from 13 to 26 page insertions is a good indica- 
tion of how we regard our investment in 'P.R.’” 


“During the week this promotion was held (color 
page in ‘P.R.’ the basic factor) sales were 
equal to two full months sales previous to this 

promotion.’ PRODUCT —ICE CREAM 

“We know from reports from dealers and our 
distribution manager that this campaign was 
most successful.” 


“It might interest you to know that the greatest 
percentage of our newspaper advertising 
budget for the coming season is Pictorial Review 
— which certainly is further proof of our respect 

for its value.” PRODUCT — TV 

Ending September 30, 1951—Page Business Diversified this way: 

Automotive............ 11.7 
Books and Magazines. . 
Household and Elec. . 

oe ee ee ee eee eee 

Pages % 
0 ee 8.9 
Motion Pictures......... 8.2 
Beer and Wine......... 9.7 
Soft Drinks-Candy...... 2.0 

OM RA tes PGRN ee 


Buy one city — some or all — 
the choice is yours 


Pictorial eview 

ED seb pei SUNDAY es 

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i ied 

Freezer-Food Plans Are Hit Hard 

by OPS, BBBs and Retail Groups 

Cuicaco, June 3-—Merchandisers 
of freezer-food plans have fallen 
on lean days. 

After a spectacular spurt in 
cities throughout the nation, the 
food clubs are now faced with ob- 
stacles which may prove too dif- 
ficult to hurdle 

The blow which perhaps hurt 
the most was struck May 23 by 
the Office of Price Stabilization in 
Washington. The OPS handed 
down its long awaited ruling on 
the freezer-food plans. Among the 
ruling’s provisions—which went 
into effect May 28—are: 

1. Plan operators cannot tack on 
interest or finance charges to beef 
sales if the result is an over-ceil- 
ing price 

2. Meat sold in connection with 
the plans cannot be offered under 
a lump price. Each cut of beef 
must be itemized to show a spe- 
cific price-per-pound. 

8 The OPS order will mean more 
than additional bookkeeping for 
the food plans, It strikes at their 
most heavily advertised claim 
food at below-retail prices—and 
adds weight to the charge that they 
Sere set up solely to sell freezers. 
¢ Spiegel Inc., mail order house 
1d operator of five furniture 
Stores in Chicago, told AA that 
the OPS ruling put the company 
@ut of the food plan business. Spie- 
gel's had taken full-page ads to 
@fer a Crosley plan and said re- 
onse had been good (AA, May 
 ¥ However, a Spiegel spokes- 
an explained that a food plan 
uld not continue now—“except 
Charles H. Bromann, executive 
cretary of the Associated Food 
“alers of Greater Chicago, could 

Smprdiy restrain his joy over the 
PS ruling. “This is the death 
Bhnell for the freezer-food busi- 

ess,” Mr. Bromann told AA. The 
Wtail grocer group has, of course, 
Geen active from the start in fight- 
ip the food clubs 

_ Bromann’s exultant predic- 
y” was passed off as “wishful 
thinking” by agency owner 
agny a Chicago food plan. Ar- 

ur M. Holland of Malecolm-How- 
ard told AA that his client, Pro- 
ducers Wholesale Food Co., is still 


Almost 60 

work is for out of 


of our 

town customers 

and handled suc 

cessfully at substan 

tial cash savings — 

Our four color lith 
ography sporkles 
our two color and 
one color jobs make 
fast friends for our 

Let us bid— once 
You'll be pleased 
with both price and 


Samples sent upon 


in business and has no intention 
of getting out. Mr. Holland said 
the OPS order will not vause any 
major operational changes at Pro- 
ducers Wholesale 

Statements about the “rise and 
decline” of freezer-food plans were 
being bandied about even before 
the OPS move. W. L. Pavlovski, 
v.p. of the National Frozen Food 
Distributors, was quoted in the 
food trade press as saying: 

“Out of the seven home freezer- 
food plans operating in Chicago, 
four are being discontinued, two 
are on the ropes and only one will 

Food plan representatives 
laughed with scorn at these fig- 
ures, attributing them to an over- 
active imagination, Asked by AA 
to give a source for his statement, 

Mr. Pavlovski said “it was just a 
report I heard on the streets.” 

There is no doubt, however, that 
freezer-food promotions have 
slackened. Sam Gershuny of Ger- 
shuny Associates Inc., the agency 
for the Chicago food plan associa- 
tion, admitted that “bad newspa- 
per publicity” has hurt the food 
clubs. He said advertising had 
been cut down because “costs-per- 
lead have risen sharply.” 

® As for going out of business, Mr. 
Gershuny backed up Mr. Holland 
by emphasizing that the food 
plans are still active and a long 
way from folding up. 

Attempts to shunt the freezer- 
food business through retail gro- 
cers are continuing full force. The 
strongest supporters of this plan 
are the organized distributors and 
packers of frozen foods. They are 
naturally in favor of any plan that 
will sell more frozen food, but 
they want the business to go to the 
regular food dealers. 

Michael Goldfarb, president of 

Advertising Age, June 9, 1952 

channels.” Mr. Goldfarb declared 
that the freezer-food “gimmick” 
plans will soon disappear. 

Morris Scharfstein, president of 
the N. Y. State Retail Food Mer- 
chants Assn., assured the frozen 
food distributors that his group 
will cooperate in promoting any 
plan routed through the grocery 

General Electric also took the 
side of the retail grocer in rec- 
ommending a _ freezer-food pro- 
gram to its distributors in New 
York and New Jersey. The major 
appliance maker said its plan 
would utilize the independent food 
retailer. Under the GE program, 
groceries and appliance dealers 
wili display signs reading: “Atten- 
tion, home freezer owners! Ask 
about our volume discount plan.” 

COMING IN JULY—Finesse cream sham- 

poo will be introduced in July via co-op 

newspaper ads and the TV show 

“What's My Line?” by Jules Montenier 

Inc. Earle Ludgin & Co. is the agency. 

This display features a combination of- 
fer with Stopette. 

Snow Kist Frozen Foods Corp., # At the recent Super Market In- 
Jersey City, told an industry meet- stitute in Cleveland, supermarket 
ing in New York that distribu- operators were urged to take ad- 
tors “aim to see that the house- vantage of the freezer-food plan 
wife buys her food through the possibilities. Edwin J. Fox, general 
regular established retail food manager of Mayfair Markets, Los 

What's the matter 

ip I” 





Some of our best friends are Westerners—Far, 
Middle, and Fort Lee NJ! Naturally we’re upset 
about Utah. Even more agitated about Arizona. 
Letting Stan Smith down like that!... 

Like what? You, too? Tchk, tchk ... 


STAN SMITH is a refugee from radio. Ten years 
of soap operas, and he took to fish. Fish, he says, 
are easier to figure. Every day except Saturday 
(when he goes fishing) he writesacolumn “Woods 
& Waters” for The New York News. 

W&W is generally about fish, how to, and 
-ermen. Sometimes in cold weather about ducks 
and deer, but mostly fish. Smith sends himself on 
assignments to the damdest places, and press- 
rates back pieces about very odd people. He 
usually composes with his collar open, bringing 
a breath of the Great Outdoors to our smoke- 
filled (94°, cigarette) newsroom. 

Most fish-columnists are fishermen who learn 
to two-finger a typewriter. But like Hemingway, 
Smith wrote real good before he fell for fish. His 
stuff is liked by people who don’t care phfft! for 
fish, or deer, or ducks. He is read out in the wide 
open spaces where The News costs Se daily, 10c 
Sunday (adv.). Even in Des Moines, Ia! ... Which 

Exclusive photo of Mr. Smith during 
one of his rare visits to the office. 


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: BAER mere, tee at 

Advertising Age, June 9, 1952 

Angeles, reported that Mayfair's 
volume discount plan had met with 
immediate consumer acceptance. 
He said that during one week 
alone, sales on freezer-food orders 
amounted to $10,000. The Mayfair 
plan provides for discounts on 
quantity purchases. 

Mr. Fox stated that the freezer- 

food plan might be “a new phase} 

of the supermarket merchandising 
business—and we don’t think we 

should stand by while others de- 

velop it.” 

# One of the typical “rhubarbs” 
which have accompanied freezer- 

food promotions cropped up in) 

Washington, D. C. There, as in 
other cities, the Better Business 
Bureau has been critical of the 
food club advertising. 

On Thursday, May 1, Scripps- 
Howard's Daily News carried a 
full page ad from Southern Whole- 
salers Inc., a Deepfreeze distribu- 
tor sponsoring a food plan. The 
ad, which featured big food sav- 
ings, was run directly opposite a 

full page ad from Safeway Stores 

The Safeway ad had been run- 
ning regularly in the News every 
Thursday, but this schedule now 
came to a screeching halt. For the 
next three Thursdays (through 
May 22), the Safeway ad was miss- 
ing. And on May 15, the freezer- 
food ad also disappeared from the 
News pages. Officials of the News 
and Safeway refused any comment 
on the situation. 

The Washington Evening Star 

followed this with an announce- | 

ment that all freezer-food ads have 
been barred from its pages until 
they are approved by the BBB. 

s Whatever the merits and short- 
comings of the freezer-food plans 

jare, they certainly have helped 

boost sales of home freezers. This 
is reflected indirectly in the latest 
report on newspaper linage issued 
by the Advertising Checking Bu- 
reau, Chicago. 

Figures for the first quarter of 
1952 show linage on freezers in 110 

selected cities was almost triple 
that of the same period last year. 
This amazing increase was 
racked up in the face of linage 
declines for radios and TV sets, 
electric ranges and standard wash- 
ers. Mechanical refrigerators, auto- 
matic washers and other home 
laundry appliances showed linage 
gains, but none of them was nearly 
|as large as the freezer increase. 
| Procurement Chart Issued 
| Caldwell-Clements Inc., New 
York publisher of Tele-Tech, engi- 
neering magazine of radio, tele- 
| vision and »lectronics, has just is- 
sued a chart showing the intricate 
radio-electronic purchasing organ- 
ization of the Air Force, Navy and 
Army Signal Corps. A_ limited 
number of reprints are available. 

Pachuta Named N. Y. Ad Head 
Ed Pachuta has been named 
eastern advertising manager of 
Farm & Ranch-Southern Agricul- 
turist. He began his career with 
Farm Journal it. 1934, and has 
been with that paper since then. 

Jersey Joe Sues 
Calvert Over Use 
of Picture in Ad 

PHILADELPHIA, June 3—Jersey 
Joe Walcott, heavyweight boxing 
champ of the world, and his man- 
ager, Felix Bocchicchio, have filed 

a $1,000,000 damage suit in U.S.) 

district court here against Calvert 
Distillers Corp. 

Charges are against the un- 
authorized use of the fighter’s pic- 
ture in a whisky ad. 

According to the suit, Jersey Joe 
was caused mental suffering, shame 
and humiliation as a result of the 
ad. Moreover, it was alleged, his 
value as a leader of American 
youth was impaired. 

The manager’s claim was based 
on the alleged reduction of the 
champ’s value as a drawing card 
in boxing. 

® According to the complaint, the 
advertisement implied that Mr. 





also Arizona ? 

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is why we can’t understand Utah! And Arizona. 

Two YEARS BACK, Smith got out a small book, 
titled “Manual For The Fisherman.” At 30c per 
copy it was a sellout. Secondedition last year ditto. 

On Sunday, Feb. 17, when he was fresh out of 

~ fish items, Smith announced his 1952 Edition. In 

fact, you might say he promoted it. Out April 1, 
and first come, first served. 

Well, the Smith clients took ball-point in hand 
and ordered, sending $.30 US, to cover printing, 
mailing and author’s alterations. 

By April 1 mail orders, cash enclosed, reached 
10,355! Since April 1, nine thousand Smith fans 
have purchased in person, at the Readers Service 

Bureau in the News Building!! The 30,000 edition 
will probably be gone before this palpitating 
message gets in print!!! 

By April 21, mail orders were up to 14,652!!!! 
Came from Canada, Mexico, Canal Zone, every 
state of the Union. Except two... Correct! Utah 
has mountain streams as well as the Great Salt 
Lake. Every summer, lots of people go fishing just 
to get out of Arizona. It doesn’t make sense! 

out for tunafish sandwiches. 

After tallying 10,000 mail orders for the 
Smith book, Miss Margo Connell of the News 
Readers Service Bureau no longer sends 

All fishermen who read Smith’s column know 
already that The News is a great newspaper. We 
would like to remind the advertisers uninterested 
in fishing that The News is a great advertising 
medium, for reaching fishermen or otherwise. 

Dip IT EVER occur to you that fishing is more 
expensive than bullfighting, except to bulls? One 
outfit usually lasts a bullfighter a lifetime, but 
fishermen are always outfitting themselves! With 
waders, chamois vests, rods, reels, lures, Scotch 
whiskey, forty-foot cruisers with twin Diesels, 
plane fare to Acapulco or the Restigouche, cigars, 
long underwear, ship-to-shore telephones, and 
mink coats for the little woman at home. When not 
fishing, Smith readers are regular consumers. 

With more than 2,175,000 circulation daily and 
4,100,000 Sunday, The News also reaches millions 
of non-fishing families who buy everything... 
taps more respectable responsive buying power 
than any other medium in the USA. Except, 
as we said, in Utah. And Arizona .. . If you 
are not well informed about The News, don’t 
be embarrassed. For facts, call any News office. 

“ MANUAL For The Fisherman, 
x by Stan Smith; 64 pages, plus 
= covers; 30c. Issued 

April 1, 1952. Out of print. 


Walcott endorsed the whisky. 
However, the boxer had refused 
all offers, many of them quite 
lucrative, along those lines, it was 

The circumstances leading up to 
the protested advertisement started 
ast September when George 
Washington Carver Memorial In- 
stitute of Washington asked Jersey 
Joe to present its 1951 gold medal 
to W. W. Wachtel, president of 
|Calvert. Mr. Walcott agreed, the 
}suit said, without realizing who 
| Mr. Wachtel was. 
| The presentation was made in 
New York on Oct. 16 when photo- 
graphs were taken. Later the pho- 
tograph was used in a Calvert 
|“Man of Distinction” ad. 


Johnson Heads Botany Mills 
| Charles F. H. Johnson Jr., ex- 

lecutive v.p. of Botany Mills, Pas- 

saic, N.J., has been elected presi- 
dent of the company to succeed his 
father, Col. Charles F. H. Johnson, 
who died May 9. The new execu- 
tive head of the company has been 
| associated with it since 1927, and 
has worked his way up from a 
part-time apprenticeship. Harry C. 
Templeton, v.p. in charge of pro- 
| duction, and assistant to the late 
president, has been elected execu- 
tive v.p. and general manager 

|Joins Public Attitude Corp. 
Ira Cotins, formerly general 
manager of James O. Peck Co., 
New York sales research and mar- 
keting counsel, has been ape 
research associate of Public Afti- 
tude Corp., recently formed - 
{search organization affiliated ith 
{John Mather Lupton Co., 
| York agency. 

ABP to Take Vacation : 

| Headquarters of the Associal 
Business Publications, New Y 

from July 18 to August 4. A t 
| phone answering service will 
|}employed so that messages can 


Angling for 
New Markets? 

If you're fishing for new mar- 
kets, past result stories point 
to KFYR as a likely spot. The 
station with the nation’s larg- 
est area coverage, KFYR 
doesn't depend on "fish stor- 
ies” —offers the national ad- 
vertiser hard-hitting facts which 
bear out KFYR’s coverage and 
selling claims in this rich, rusol 


Rep. by John Blair 


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Motorola Approval of ‘Specs’ 

Draws Fire from Many Agencies 

(Continued from Page 1) 
Because of the enormous interest 
among agencies and advertisers in 
this subject, AA here presents their 
viewpoints in full text. 

By Lours N. Brockway 
Executive Vice-President, Young & 
Rubicam, New York; Chairman, 
American Assn. of Advertising 


To the Editor: The views of Mr. 
Redden as expressed in the May 
26 issue of ADVERTISING AGE on 
speculative presentations are such 
that, if generally followed, would 
result in important changes in the 
advertising business and changes 
which, in my opinion, would not be 
for the best interests of either the 
advertisers or the agencies. Fur- 
thermore, since Young & Rubicam 
was one of the agencies which de- 
clined the Motorola invitation to 
submit a speculative presentation, 
I would like to express our reasons 
for believing most speculative soli- 
citations are not for the best inter- 
ests of either agency or advertiser. 

Mr. Redden states: “A few (i.e., 
agencies) took the position that 
Whey wouldn't make a speculative 

Besentation, flatly calling it un- 
a or ‘unethical.’ I couldn't 
digagree more strongly, and I be- 
li@ve the manner in which our 
S@lection process developed bears 
me out.” 

® This statement makes the issue 
ve@ty clear. I think Mr. Redden is 
ng and I do not think his story 
the selection of an agency for 
torola bears him out at all. In 
quite the contrary. The re- 
s of the “Motorola competition” 
ld seem to confirm rather than 

the soundness of the Four 
Standards of Practice which 

‘It is unsound and uneco- 
ic to submit speculative copy, 
art \ detailed plans, market 
sufveys, or other speculative mate- 
rial in competitive solicitation.” 

{Editor's Note: Unless the Four 
A’éstandard has been changed, the 
warding is unsound, uneconomic 
G@ng unprofessional.” } 

Mr. Redden says that the ma- 
jority of the 13 strong contenders 
Came up with specific ideas on ad- 
vertising and merchandising and 
that each of the four finalists made 
a modified or complete “specula- 
tive presentation.” This statement, 
on the face of it, seems to me to 
prove the uneconomic aspects of 
this kind of an operation. It is 
possible that the 13 agencies in- 
volved have enough spare man- 
power so they could work up spe- 
culative material without imping- 
ing on the work of their paying 
clients. That is possible, but with 
the margins prevalent in the agen- 
cy business today, I think it very 

@ Speculative work on the part of 
agencies must financed from 
one of two sources. It can come 
from reduced service to clients or 


it can come out of agency profit. 
The latest available figures on 
agency profit furnished by the 

Four A's are for the year 1950. The 
average profit for all agencies for 
that vear was 9/10 of 1% of gross 
billing. With a profit margin of 
that size, agencies cannot have 
much left for distribution among 
their stockholders if they indulge 
in much speculative work. We be- 
lieve that a business is healthier 
when it ‘pays dividends. 

Mr. Redden says that he wants 
his present agency relationship to 
be like a marriage and to last. 
This seems to me to be the perfect 
attitude with which to enter into 
an agency relationship. However, 
1 doubt that a speculative presen- 

tation, which can be compared to 
a trial marriage, is the way to ar- 
rive at a long and happy relation- 

@ The comparison between mar- 
riage and the advertising agency 
relationship was brought out re- 
cently at a talk made at the Four 
A’s convention by Clarence Eld- 
ridge, v.p. in charge of marketing 
for General Foods Corp. (AA, 
April 28). He had the following to 
say in regard to speculative pres- 

“There are some aspects of the 
marital relationship that probably 
could be pre-tested by means of a 
trial marriage; but I doubt wheth- 
er the long-term fundamental 
compatibility and adjustability of 
the two individuals can be resolved 
by any such superficial and ex- 
pedient device. 

“I feel the same way about spec- 
ulative advertising. If what I have 
said earlier is true—that it takes 
time and ‘living with’ for the agen- 
cy to become sufficiently familiar 
with the client's business and its 
problems for it to function intelli- 
gently—then surely we should not 
expect an agency to make really 
worth while recommendations for 
products about which it has had no 
opportunity for adequate orienta- 
tion—and with which it can be 
familiar only in the most super- 
ficial way.” 

® Earlier in Mr. Eldridge’s talk he 

makes the point that the most val-! 

uable asset in an agency-client 
relationship is permanency. Ordi- 
narily an agency's greatest contri- 
bution to a client's problems is 
made after several years of the 
relationship. It is after such a peri- 
od of time that an agent becomes 
thoroughly indoctrinated into a 
client’s business so that he is truly 
a part of it. I do not think there is 
any pre-testing method that can 
guarantee in advance a successful 
agency-client relationship. I think 
the most likely guarantee will 
come about from a careful study 
of the agency's facilities and per- 
sonnel by the advertiser. Equally 
important is just as careful a study 
of the client's business, his ambi- 
tions for it and his personnel by 
the agency 

It is very significant that, after 
a careful analysis made by Motor- 
ola of 13 agencies, the agency they 
chose is one with which they were 
already doing business, since Ruth- 
rauff & Ryan has been handling 
the radio and television advertising 
for Motorola for some time. This 
seems to me to demonstrate very 
clearly that the advantage which 
Ruthrauff & Ryan had of knowing 
the account, knowing the person- 
nel, being familiar with their prob- 
lems—an advantage that only an 
agency which had worked with 
Motorola could have—was an ad- 
vantage that could not be over- 
come by any amount of specula- 
tive work no matter how brilliant 
it was 

® So it seems to me that Mr. Red- 
den did not pick his new agency 
on a speculative basis. He only 
thought he did. He picked the 
agency that had been handling his 
radio and television business for 
some time. Ruthrauff & Ryan was 
not “speculating” in the same 
sense that the other agencies were. 
Ruthrauff & Ryan was preparing 
plans for an account with which 
they were thoroughly familiar. 
They must have been aware, from 
firsthand experience, of the prob- 
lems of distribution, merchandising 
and competition as well as the ad- 
vertising problem 

Whatever material Ruthrauff & 
Ryan submitted was based on a 

| working knowledge of the account | 

which no other agency had. All 
other factors being equal, Ruth- 
rauff & Ryan obviously should 
have made the best presentation 
and apparently did so. 

Mr. Redden, on his part, knew 
Ruthrauff & Ryan well through 
practical working experience. He 
knew the facilities and their per- 
sonnel. Here was one agency he 
was in a position to judge on a 
sound basis—the basis of an exist- 
ing working relationship. He did 
not need to speculate as to wheth- 
er he would have a satisfactory re- 
lationship. He knew from experi- 

® In short, I think Mr. Redden 
fails completely to prove his point, 
because the agency that won based 
its presentation on a background 
of experience and knowledge ac- 
quired by working with Motorola 
—rather than any of the others 
whose basis was pure speculation. 

If there is a better way to judge 
an agency—or an individual—than 
on the basis of record, I have yet 
to see it. 

Personally, if | were an adver- 
tiser, I would not select an agency 
on the basis of speculative ideas. 
Rather, I would be guided by the 
degree of enthusiasm and satis- 
faction expressed by the clients of 
that agency. 

Vice-President, Meldrum and 
Fewsmith Inc., Cleveland. 

To the Editor: The story in your 
May 26 issue about Motorola’s se- 
lection of a new agency on the 
basis of competitive speculative 
presentations will, in my opinion, 
stir up one of the hottest free-for- 
alls that the advertising business 
has seen for a long time. I am a 
very long way from being an hab- 
itual writer of “letters to the edi- 
tor,” but it has certainly aroused 
me to the point of contributing in 

|a small way to the chorus of pros 

and cons 

LIFESIZE—Produced by Einson-Freeman, 
this Esther Williams cutout is getting na- 
tional distribution in support of Lever 
Bros.” $50,000 contest for Lux toilet soap. 

programs come from close working 
knowledge of the business involved 
—the kind of knowledge that can 
be acquired only through associa- 
tion with the business and mutual 
understanding with the client of 
the objectives to be attained and 

| the pitfalls to be avoided. 

No agency, no matter how able, 
can base its recommendations on 
this kind of knowledge when it is 
on the outside looking in. And no 
“surveys” which an outside agency 
can afford to make will supply it. 
Consequently a speculative presen- 
tation is a speculation not only for 
the agency making it, but the 
rankest kind of speculation for the 
company foolish enough to gamble 
its money and perhaps its ultimate 
success or failure on plans arrived 
at from superficial and hastily ac- 

| quired information. 

Let me say to begin with that, as 

an agency man of some 25 years’ 
experience in 4-A organizations, I 
am heartily glad that Mr. Redden 
has brought the issue of specula- 
tive presentations out into the 
open. If this does nothing more 
than give the subject a good airing, 
it will be all to the good. There 
has been altogether too much hyp- 

As I see it, the only ethical con- 
sideration involved in speculative 
presentations is the plain bad 
ethics of asking an advertiser to 
take this kind of a gamble. This 
and not any matter of abstract 
morals is, I am satisfied, why the 
speculative presentation is frowned 
upon by the Four A’s and a great 

|many reputable agencies. It’s bad 

ocritical “hush-hush” about it ever | 

since I've known anything about 
agency procedure. 

This is far from saying that I 
agree with Mr. Redden’s opinion 
that speculative presentations are 

ethics because it’s bad business. 
And, to return to my original 

| contention, it seems to me that the 

| recent 

Motorola experience, in- 

| stead of proving the desirability 

a good thing and should be en-} 

couraged. I couldn't disagree more 

Furthermore, it seems to me that 
Mr. Redden’s own account of the 
procedure followed in the Motor- 
ola solicitations, and the ultimate 
outcome, offer the strongest pos- 
sible argument against speculative 
presentations rather than in their 

I rest my case upon the simple 
fact that, of the 13 agencies which 
submitted more or less complete 
speculative presentations, the one 
which won out was already han- 
dling a substantial part of the Mo- 
torola business. 

In other words, the winning 
agency was the one in position to 
make its recommendations on the 
only basis on which such recom- 
mendations can soundly be made 

the basis of a working know- 
ledge of the client's operations and 
problems (and possibly of person- 
al likes and dislikes, “sacred cows,” 
etc.), obtained through association 
with the business and its manage- 
ment personnel. The other 12 com- 
peting agencies, lacking this know- 
ledge, lost out—as they should 
have done. 

This, to my mind, illuminates 
and strongly confirms the most 
powerful point which can be made 
against speculative presentations. 
This is that sound and workable 

of speculative presentations, makes 
instead a strong case against them. 
In this connection it would be in- 
teresting to get the opinions of the 
12 agencies who speculated and 
By H. H. Hurzter. 

Hutzler Advertising Agency, 
Dayton, O 
To the Editor: After reading 

your article in the May 26 issue of 
ADVERTISING AGE and your editorial 
on speculative presentations, I 
want to voice strong disapproval of 
this practice. 

Twenty-six agencies 
the Motorola account. Thirteen 
were screened out. The majority 
of the remaining 13 (probably 12) 
submitted “speculative presenta- 
tions."’ The 12 agencies spent many 
thousands of dollars on a 1 to 8 
gamble. Who pays the bill’ Motor- 
ola doesn't; they play it safe. But 
agency clients pay, in one way or 
another, and then wonder why 
agency costs are so high 

And how do the 11 agencies who 
lost out feel about it’? Are they 
ready and willing to do it all over 
again? I wonder. 

I wonder, too, if Motorola, or 
any other reputable manufactur- 
er, would design, engineer and 
build entirely on its own, brand 
new, expensive, custom-tailored 
equipment specifically for one 
prospective customer, at no cost 


Advertising Age, June 9, 1952 

;to him, in competition with 11 
other manufacturers in order to 
have one chance at a contract. 
This, at least, would make more 
sense than speculative agency 
work. There is some salvage in 
manufactured goods. 

And, despite the statement of 
Mr. Redden: “We want to ‘marry’ 
the agency . . .”—no agency is mar- 
ried to any account if it fails to 
produce. Speculative presentations 
are unsound, uneconomical and no 
guarantee of a happy marriage. 

If the prospective client feels so 
strongly about receiving “mer- 
chandising ideas” prior to making 
his decision, let him and his board 
of directors have the good judg- 
ment and business sense to offer 
compensation for time and money 

Your editorial says: “Most agen- 
cies, apparently including most 
Four A’s members, do not recog- 
nize speculative presentations as 
unsound, uneconomical or unpro- 
fessional. On the contrary, they 
make them all the time.” Do you 
have the facts to support this state- 
ment? f 

{Editor’s Note: The Motorola 
case itself—and others—demon- 
strate clearly that the facts support 
our statement.] 


Allan J. Copeland Advertising, 

To the Editor: I would like to 
ask Motorola’s Mr. Redden two 

1. Who paid the bill for the 22 
unsuccessful speculative presenta- 
tions? And 

2. If Motorola had to install its 
sets speculatively in competition 
with 22 other sets in every home 
where they were desirous of mak- 
ing a sale, how much would Mo- 
torola have to charge for a set? 

I would also like to ask the aca- 
demic question: How many of the 
speculative presentations were 
made by agencies belonging to a 
group which officially frowns on 
such stupid practices? 


Sales Promotion Manager, 
South Center Department 
Store, Chicago. 

To the Editor: In E. L. Redden’s 
account of the selection of the new 
agency to handle the Motorola ac- 
count, there is this statement... 
with a glaring error of omission: 

“Following this, the committee 
representing the merchandising, 
advertising and distributor view- 
point, again reviewed the entire 

Where was the poor retailer... 
the guy who really has to sell Mo- 
torola products? 

Don't say that the committee de- 
pended on some half-hearted sur- 
vey of retailers’ reactions made by 
the agency? 

Here again is another manufac- 
turer preparing to spend good ad- 
vertising dollars for retail helps 
that the retailers will not use... 
and all without the counsel and 
advice of the guys who have to 
use it! 

Gardner Named Sales Head 

Frederick Gardner, formerly 
with Southbridge Plastics Inc., has 
been appointed national sales man- 
ager of the plastics division of 
Plymouth Rubber Co., Canton, 
Mass., maker of rubberized fabrics. 
He will direct the sale of Plymouth 
plastics for the upholstery, hand- 
bag, belt, auto seat cover and nov- 
elty fields. He will maintain offices 
at 267 Fifth Ave., New York. 

Opens TV Film Print Lab 

Sarra Inc., Chicago television 
film producer, has opened a labo- 
ratory which will be devoted ex- 
clusively to the printing of TV 
film commercials. The prints. 
called Vide-O-riginal, are designed 
specifically for use om television. 
The laboratory’s services are avail- 
able for Sarra productions only. 




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Evening and Sunday 

ADVERTISING OrFices: Philadelphia, Filbert and Juniper Streets * New York, 285 Madison Avenue 
National Advertising Representatives: Sawyer Ferguson Walker Company * Chicago ¢* Detroit * Atlanta * lLosAngeles * San Francisco 

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The “party-line” was a great institution ... Remember? Everybody could 
listen in or talk whenever they felt like it. Saved a lot of time. Got a lot 
done, too. Today business has a “party-line”, the new 1952 streamlined 
model... Phones on desks all over America... To learn what you 
and your business neighbors are thinking. To find out what you'd like to 

: get done. Hey, it’s ringing now... 

. ut you should see the 

Riu chi ee hs 
Se ae 

iar as 
Ae” a 


That call is from your local chamber of commerce. Every better community boasts of one. Businessmen 

belong to it. 


Here in Washington we have the Chamber of Commerce of the United States . . . the great “party-line” 
; of business . . . the federated force of 3200 local chambers as well as 21,000 leading business firms and 
g i individuals . . . all working together for good citizenship, good government and good business. 

Here hang the hats of specialists in all of the things that affect business . . . legislation, taxes, controls, 


"i agriculture, transportation, foreign trade, construction, natural resources . . . 

Here, too, is published Nation’s Business. 

Can you find a healthier force or richer resources to put behind a publication? Any wonder why Nation’s 

Business is the most popular of all magazines serving businessmen today .. . with more than 800,000 of 

them paying over $5,000,000 a year for the pleasure and profits of reading it? (91%, are individual 
subscribers at $18 per 3 years — 9% pay forNation’s Business as part of their National Chamber dues.) 

So far as we know this is the only simon pure business circulation big enough, broad enough, deep 
‘ : enough to accomplish a mass advertising attack on all business. And if ever you needed all the coverage 
you ean get, it is right now . .. with the total transactions in the business market grown to $500 billion, 

Se four times the size of the consumer field! 

Twelve pages in Nation’s Business will pile on no less than 9,600,000 advertising impressions on busi- 

nessmen during the quick course of a year. No other business or news magazine we know of comes 

within a million of that! Write for your copy of “How to Reach More Executives for Less Money”. 

Nation’s Business, Washington 6, D. C. 

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Along the Media Path 

e “FYI.” Time Inc.'s company 
newsletter, had an interesting item 
recently on “the case of the disap- 
pearing subscribers.”’ It seems that 
the line, “circulation over 5,200,- 
000," appeared on Life’s cover 
about six weeks ago and then was 
vanked. Fran Pratt, circulation di- 
rector, said that several columnists 
then started a mushrooming rumor 
that Life's circulation had nose- 

Mr. Pratt 

To set employes right, 

1, 500, 000 


Announcing NEW guaranteed ABC circula- 
tion, effective with September, 1952 issue of 
The WORKBASKET — the largest concen- 
trated circulation of its kind! An enthusiastic 
audience devoted to The WORKBASKET 
editorial content featuring needlework, 
hrandcrafts, new products, profitable home 
income, Junior WORKBASKET for youns- 
sters, cooking section and Flower and Gar- 
den Forum pius « book review section! 
Active homemakers who control py By 4 
budget, whe infivence buying. 

actual purchasing... of everyrning A.A in 
their homes. We invite you to write TODAY 
including special Starch sur- 
effective with 

for the facts, 
vey, and new rate card 

September, 1952 issue. No 
of course. Address your 2. 
tien te Mr. Steve Tayler the facts NOW! 


483 Handcraft Bide, Kansas City 16, Mo. 

explained that the 5,200,000 was 
dropped because “it had 
firmly established in the minds of 
our advertisers, and there was lit- 
tle need to clutter the cover by 
keeping it as a regular thing.” Mr. 


Pratt added that circulation for the | . ; 
|fashions which will be shown in 

first quarter of 1952 is a healthy 


e@ Other magazines report business 
is good, too. The Atlantic says its 
March issue topped 200,000 circu- 
lation for the first time in its 94- 
year history. The American Girl, 
published by the Girl Scouts of the 
U.S.A., says total linage from July, 
1951, through June, 1952, was 
17.8% higher than the preceding 
12-month figure. Woman’s Day re- 
ports linage up 10%, revenue up 
22% for the first six months of 
1952. American Journal of Nursing 
says its dollar volume for the 
same period has increased 21.4%. 
And Woman's Home Companion 
announces an alltime circulation 
high of 4,362,751 for the first quar- 
ter of 1952 

e New records are also being set 

by newspapers. The New York 
Times set a new mark for classi- 
fied advertising with 44 pages of 
| Classified on Sunday, May 18. And 
lthe Miami Daily News boasts a 
new circulation high of 116,563. 

been | ® A total of 125 stores in as many 

| cities will tie in with Mademoi- 
selle’s August promotion of college 
fashions. Executives from these 
stores came to New York last 
Tuesday to attend a preview of the 

the magazine's August issue. 

@ High school journalists and their | 

teachers were honored recently by 
the South Bend Tribune. The oc- 
casion was the paper’s fourth an- 
nual High School Page dinner, giv- 
en for students who contribute 
news to a high school page appear- 
ing each Sunday in the Tribune 

e@ A personal appearance by NBC | 
quizmaster Walter O’Keefe high-| 

lighted the 30th anniversary cele- 
bration of WDAY, Fargo, N.D. 

@ Candy Industry, a Don Gussow | 

publication, got 25 candy makers 
to back its Candy Carnival Week. 
The program was promoted na- 
tionally through newspapers, radio 

and television, with special point | 

of sale material used in Chicago. 

3 atin 80 


Power figures and trent ABC Reports 

three papers gives you 20% 

Management 1951 Survey of Buying 

or better family coverage 

n the Upswing! 

When bank resources are swinging high, that means 
good business in a market. The way bank resources 
are climbing in Florida—it'’s a market you'll 

want to go after—and hard! 

Hit Florida first with Florida's three big morning 
newspapers. They cover their own immediate trading 
areas like a tent and greatly strengthen your 
advertising in other Florida markets because they give 
you 20% or better family coverage in those counties in 
which 80% or better of all Florida's business is done 

using these 

in the 2 2uNnties inting for 80 of Florida's 
Effect Buying Income 81 f food sales, 62 48% 
ot drug sales 816 { furniture sales, 80% of gen 
eral merchandwe sales and 81 of Florida's total 
retail sales You also ert abowe 10% family coverage 

ounties, above $0 in 20 

in 9 counties and above 70 



ounties. above 60% 
in 6 counties 



Bank Resources Up 


from 1940 to 1950, while bank 
resources for the entire U.S 

For a solid sales upswing put Florida’s three big morn 
ing newspapers first on your Florida newspaper list 

Lowest Cost Coverage in Florida’s Top Markets 

7) tanra 
Morning Tribune 

were up 175% 


WHC SALES BID—The Woman’s Home Companion has launched o series of audio- 

visual presentations for ad agencies. Discussing the presentation here at the New 

York show are (in the usual order) Edword Anthony, publisher of the magazine; 

Clarence E. Stouch, president of Crowell-Collier Publishing Co., and Marion Harper 
Jr., president of McCann-Erickson. 

The paper also reports that its 
June 3 issue was the biggest in its 
history, carrying 104 7x10” ad 


e@ The June, 1952, issue of Ap- 
parel Arts, men’s store magazine, 
| carried the first national trade ad- 
vertising placed by Day’s Tailor-d 
Clothing Inc., Tacoma, Wash. This 
| initial effort is in the form of a 
| 28-page section commemorating 
Day’s 50th anniversary. Ted Bern- 
stein Associates, New York, is the 
| agency 

| @ Country Gentleman has issued 
its new “Farm Market Data Book.” 

| Based on 1950 census statistics, the | 

80-page book shows the magazine's 

| circulation and gives a summary— 
| by county, by state and by region 
|—of the number of farms, total 
| value of farm products, number of 
electrified farms, number of cars, 
trucks and tractors on farms and 
other pertinent data 

e KOA, NBC sstation in Denver, 
| has a bulky—but convincing—sales 
|}argument ready for advertisers. 
| The source is the Colorado-Wyo- 
|ming Radio Diary Study No. 2 
|conducted by Research Services 
'Inc., Denver. The comprehensive 
survey backs KOA as an effective 
|and economical medium for the 
two-state trading area. 

' Ore., 

KOA, incidentally, reports busi- 
ness is up 10% for the first quar- 
ter of 1952 

e Some 300 guests attended the 
ceremonies opening the 100,000- 
square-foot radio-television center 
of WCAU in Philadelphia. 

@ The Oregon Statesman, Salem, 
has begun construction of a 
$300,000 plant which will double 
its working space 

e A sales guide to the construction 
equipment market in Latin Ameri- 
ca has been published by Ingeni- 
eria Internacional Construccion, 
McGraw-Hill publication 

Two Name French & Preston 

Gray Mfg. Co., Hartford maker 
of Audography dictation and tran- 
scribing equipment, and Gray Re- 
search & Development Co., Hart- 
ford maker of radio and television 
broadcasting equipment, have 
named French & Preston, Hartford, 
to direct their advertising. 

Pinex Names Smith & Son 

Pinex Co., Toronto maker of Pin- 
ex cough syrup, has named R. C 
Smith & Son, Toronto, to direct its 
Canadian advertising. Newspapers, 
magazines and radio will be used 
for the Pinex Concentrate cough 
syrup and the new Pinex in pre- 
pared form. 


National Representative 
Reynolds-Fitzgerald, Inc. 

National Representative 
Story, Brooks & Finley, Inc. 
A.S. Grant, Atlanta 

National Representative 

Sawyer-Ferguson-Walker Company 

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Advertising Age, June 9, 1952 

Paciric Pauisapes, CAL., June 3 New York, June 3—Raymond E. 

—M. C. Moore, 78, former pub- Leonard, 39, assistant advertising How’s your 

lisher of the National Printers; manager of Remington Rand Corp., 

Journal and retired newspaper, was killed in an automobile acci- ] 
broker, died May 27 at his home dent June 1. He had been attend- Sa es 
here. ing an alumni reunion at Brown 

Mr. Moore participated in the University. ; picture? 

merger of the Pasadena Post and Born in Norwich, Conn., he 
Star-News, and the merger of the joined Sears, Roebuck & Co. after 

Long Beach Press-Telegram and being graduated from _ college. SEAFORTH 
Sun. He also handled the estab- Later he taught at both Brown % 
lishment of the newspaper chain University and Rhode Island SHAVE LOTION 
now known as Southern California School of Design. He served as an is looked at, 
Associated Newspapers. officer in the Navy during World | and heard about, 
War II, and in 1946 joined Reming- ae i 

DILLON T. LAURITZEN ton Rand as a copywriter. He had 3,075,800 times awee 

: ” been assistant advertising manager in New York area 

Los ANGELES, June 3—Dil'‘on T. for the past three years h 

Lauritzen, 48, art director for — omes. 
Westways and the Southern Cali- *New York Tele pulse, May "52 
fornia Automobile Club since 1933, THOMAS R. ELCOCK 
died May 27 at California Hospital PHILADELPHIA, June 3—Thomas WCBS-TV 

after a brief illness. Before his| R. Elcock, 77, formerly advertis- 
death, Mr. Lauritzen was nomi- | ing manager of United Gas Im-) 
nated by the Los Angeles Art Di-| provement Co., died at his home 
rectors Club as its candidate for jn princeton, N. J., June 1. He also 
the fifth annual national art di-|}aq been associated with U.S. 

most of the time 
most New York eyes 
are on Channel 2 

rector’s award. Leather Co. 
: " tht) V (| Wh \!\! 
Detroit, June 3—Roswell G. i ht mM | i! \ 
Field, 59, a v.p. of Campbell-Ewald el My I | i" i! i it i it) \/ | Wi 
Co., died May 27 of a heart attack i) \ / \ i| {i} i} ih AN AG 
in Gatlinburg, Tenn., while re- rere | i 
turning to Detroit from a motor Alliance Review | my Ni) 
trip in the South. Ashland Times-Gazette iN it iM ) i vie Mi) | \ 
Mr. Field was the only surviv- Ashtabula Star-Beacon Mh = uN} Lee: tis) Ms 
ing son of the famous American Athens Messenger biel | 
poet, Eugene Field. He was born Bellefontaine Examiner ‘| \ 
in Chicago and entered newspaper Bellevue Gazette | 
work there in 1914. After World Bowling Green Sentinel-Tribune \ 
War I he entered the advertising Bucyrus Telegraph-Forum HW 
business and had been with Camp- Cambridge Jeffersonian ij \ 
bell-Ewald 27 years. Celina Standard | " 
He was an account executive, of- Chillicothe Gazette I | 
fice manager and art department Circleville Herald it 
head before becoming a v.p. Conneaut News-Herald | {| ! 
Coshocton Tribune : \\ rT | 
JOSEPH WILLIAMS Delaware Gazette | 

East Liverpool Review | \\ ity 
Elyria Chronicle-Telegram a | 
Findlay Republican-Courier 1 " 

Fostoria Review-Times ' 

Cuicaco, June 3—Joseph Wil- 
liams, 72, retired v.p. of Lord & 
Thomas, died May 29 in Engle- 
wood Hospital. Before joining Lord 
& Thomas Mr. Williams was asso- 

ciated with Henri, Hurst & Mc- Geneva Free Press 
Donald. He retived in 1942 when Hamilton Journal News a es 
Lord & Thomas was dissolved. Ironton Tribune 

Kenton News-Republican 

CAA heey 

Fremont News-Messenger i\\' i} Mt ‘K 

ily Mi, "ib 


Lancaster Eagle-Garzette 
ALVIN C. GLUEK sada teas 
MINNEAPOLIS, June 3—Alvin C. Marietta Times 
Gluek, 58, president of Gluek Marion Star 
Brewing Co. since 1939, died May Martins Ferry Times-Leader 
31 at his summer home on Lake Marysville Tribune 
Minnetonka. Middletown Journal se 
Mr. Gluek, a member of the. Mt. Vernon News 
third generation of the family that Newark Advocate t 0 d 0 a 0 h 
founded what is believed to be New Philadelphia Times 
Minneapolis’ oldest manufactur- Painesville Telegraph 

ing concern, was v.p. of the Minne- 

sota Television Public Service , 
Corp. The latter company recently 0 H 10 5 as L E C T a. | S T a Ohio is the 5th largest market in the United States . . . if you 
purchased Station WTCN (AA, : : : : : reach it all! Retail sales total $6,622,697,000.* The 
April 28). He was active in the ei: important part from cities and towns of less than 100,000 
state and national brewers founda- population, beyond the influence of metropolitan papers 
tions. on your list, exceeds retail sales in such important 
states as Kentucky, Tennessee, Oklahoma and Kansas. 
Retail sales in the area covered by Ohio's home-town 
dailies exceeds that of 34 states. And these sales are 
r- ; where good distribution and dealer organizations 
ee Se edea —o bdo mean excellent service to the consumer and rapid 
dep te Manatee Vangie. fae bad turnover. WRITE, PHONE OR WIRE AND ASK THE 

been ill four months. 
Mr. Nordlie, who had been en- Portsmouth Times c§ TO CALL AND EXPLAIN THE 

gaged in free lance advertising Ravenna-Kent Record 

writing since 1932 when he retired, CHECK" WAY OF 
was at one time manager in charge COVERING OHIO. 
of sales for Famous Players Para- 
mount Pictures. He had_ also 
worked for the Westclox division 
of General Time Corp. 


New York, June 4—Charles 
Sigurd Nordlie, 69, former adver- 

Salem News 

Sidney News 

Tiffin Advertiser-Tribune 
Troy News 

Uhrichsville Chronicle 
Urbena Citizen 

Van Wert Times-Bulletin 

* Sales Management— 
Survey of Buying Power 

Werren Tribune Chronicle 

NICHOLAS MEYER Washington C. H. Record-Herald 
New York, June 3—Nicholas Wilmington News-Journel 
Meyer, 78, founder and chairman Wooster Record 
of the board of Interborough News Xenia Gazette 
Co., New York distributor of peri- Zanesville Times-Recorder & Signal e We 
odicals, died May 31. ’ 


Cuicaco, June 3—Elmer E. Mc-| 
Clintock, 92, a salesman for Gen-| 
eral Outdoor Advertising Co. for 
50 years, died May 30 after a) 

heart attack. 

: : 43 | 2 i 

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Appoints Humphrey, Alley 
agency for The Employers’ Group, 
Boston, comprising American Em- 
ers’ Liability Assurance Corp. and 
Employers’ Fire Insurance Co. Ad sidiary of Vickers Ltd. 

has been appointed 
Insurance Co., 

Employ- jn England 

Vickers-Armstrongs Ltd., 

American Type Founders 
Alley & Rich- Imports English Letterpress 
American Type Founders, 
will import some of its let- 

terpress equipment which is made 

Boston, June 3—New Yorkers 

plans currently are being formu- js intended to fulfill demand ATF have known for some time that 

lated for the account, which form- 

Edward |. Crowley, Generol Manager - A Hilton Hotel 

oltie atin ae? 

ine rp 


was handled by Sutherland- 


Style C Kelly 
Little Giant. 

Ethyl Foster, 

has opened 
feos at 122 E. 


is unable to meet at this time be- 
cause of defense production sche- 

currently pbc L 
duled for importation from Eng- ™@"Y vying for their attention. 
land include the Kelly Three, the 

Beacon Wax Co. here, on behalf 
of Beacon wax, is one of the 
sche. Meaviest advertisers among the 

But the news got out to Chicago 

and the Model 6 only a few weeks ago when Bea- 

Television Men Elect 

Arthur Borowsky of TV Digest largest household product adver- 
has been elected president of the tiser using the Chicago 
Television Assn. . 
Other officers elected are Franklin 

of Philadelphia. 

con kicked off an advertising on- 
slaught via radio and newspapers 
that is currently making it the 

American and Sun-Times and 
spots on Station WBBM. 

Beacon Wax Co. Spreads It on Thick 
<<<¢ in Chicago Newspaper-Radio Drive 

a sub- 
The move 

by the company to 90% in the 
same period. The Herald-Ameri- 
can and WBBM were added to the 
schedule about two weeks ago. 

® The company says it is perhaps 
the “fourth or fifth largest single 
advertiser in New York City” and 
definitely the heaviest user of sub- 
way media. In addition, outdoor is 
not being slighted. Three spectacu- 
lars have been erected for Beacon 
in Times Square alone. 

Perhaps the second largest ad- 
vertiser located in New England 

Roberts of W. S. Roberts Inc., v.p.; 
secretary, and Gor- 
don Walls of W 

DeGarmo Inc. Moves 
hg ney Inc., 

CAU-TV, treasurer. 
con message for 

38th St. gone from 40% 

A spokesman for the Sun-Times, 
which has been carrying the Bea- sion would be first), 
the past 

(Gillette Co.’s Safety Razor divi- 
Beacon has 
three been using everything from two- 
months, said that sales of the wax color pages to 

New York agen- have doubled since the campaign 
new and larger of- broke. Distribution, 

14-line squibs in 
its Chicago explosion. A_ typical 
he stated, has one-time insertion in the Herald- 
of the outlets used American consisted of two 1,000- 

i as cere — ene ence carte ves at eens eres eon 

Supply News 

Armand wth Frain Bante 

Aduertising in 
TRAFFIC WORLD and Transportation Supply News 

gives Greater Impact 
because of these Affiliated Services 

~~ > Daily Traffic World 

Suone (i 
= While Traffic World 
£8 bees || weekly is published ev- 
- ery Saturday, Daily 

Trafhe World is pub- 
lished Monday through 
Friday, except on holi- 
days. A high subscrip- 
tion price daily, it pro- 
EEE + vides a complete daily 
report of all trathic and transportation 
news. No advertising is carried. Daily 
Traffic World is published in Washington, 
D.C., at the end of every business day. 


Educational Division of The Traffic Service 
Corporation ties together the College of 
Advanced Trafhic and the Academy of Ad- 
vanced Trathic—advanced in course content, 
teaching methods, and training—devoted 
solely to a single subject of transporation 
and trathc management. 

Material Extensively Used 

Transportation and tratlce management train- 
ing of the Trathe Service Educational Divi- 
sion is recognized and highly regarded by 
leaders in the industry. Not only is it 
taught via resident training, via extension 
courses, but also it's being used by over 70 

Book Service 

A complete library service for executives, 
teachers and students, offering a wide se- 
lection of books concerning the entire 
field . . . including not only books pub- 
lished by The Traffic Service Corporation, 
but also those of other leading publishers. 

Watching Service 

This service includes the personalized 
reporting of detailed information about 
particular matter which is not possible to 
publish. This department acts as a “watch 
dog” for many subscribers at the LC.C., 

universities, colleges, traffic club study 
groups, and the like. 


Write for additional information on the educational division 
or for copies of our publications. 

Traffic World and Transportation Supply News are part of a family of services of 
The Traffic Service Corporation — America’s only organization devoted solely to 

blichi ed oi 

Advertisers in 

traffic and transportation 
these two publications get a greater impact 
— a setup not in publishi 

Traffic World 

The traffic and transportation news mag- 
azine, published every Saturday, consist- 
ing of news reports of legal, legislative 
and regulatory developments affecting 
all carriers, as well as of general trans- 
portation news, supplemented by feature 
articles dealing with the handling of 
practical transportation problems. Cir- 
culation is ABC—over 9,000 paid. Sub- 
scription price, $24 a year, 90% renewal, 

because of these closely tied-in affiliates 

g generally. 

Transportation Supply News 

Reports new developments in equipment, 
supplies and materials for users of trans- 
portation services as well as all carriers. 
This tabloid monthly was founded in 
1945 and has shown consistent gains in 
advertising volume. TSN’s easy-to-read, 
easy-to-reply-to format assures tangible 
results from sales producing inquiries. 
Product items well illustrated. Liter- 

F.M.B., C.A.B., various other government 
departments and the congress. 

Traffic Bulletin 


A week-by-week report | = Ft 
of changes in rates as | -- - | oceom 
initially proposed, ab- | _- = 
stracts of all freight aa 
tariffs filed with the : = 

regulatory agencies, and | = 
action of the latter re- 
flected in suspended tar- 
iffs, fourth section ap- 
plications and petitions are 
Published every Saturday. 

= FS 

CS #7 

beers roe | 



Nation-Wide Extension Training 

The same resident training in four key cen- 
ters is available the country over by cor- 
respondence. Thousands of men and women 
avail themselves of extension training offered 
by the Extension Division of the College of 
Advanced Traffic out of the Chicago office. 

Four Resident Schools 

The College of Advanced Traffic maintains 
resident schools in Chicago and Detroit, 
while the Academy of Advanced Traffic 
operates schools in New York and Philadel- 


ature items published. 45,000 monthly 
coverage—CCA circulation. 


Founded 1907 
State-Madison Building 
22 West Madison St., Chicago 2, Ill. 
821 Market St. 253 Broadway 

ads along with 20 or 

line r.o.p. 
more small space ads scattered 
throughout the paper. It has satu- 
rated WBBM listeners with more 
than 40 spots per week—and the 
company vows it will continue “as 
long as we feel it’s worth it.” 

Although its campaign would 
lead one to think so, Beacon is not 
introducing its wax to Chicago. It 
has been sold there for some time, 
but Beacon wants to match its en- 
trenchment in New York and New 
England where it is “the largest 
selling wax.” The company ex- 
plains its success simply: “We have 
a quality product with an inim- 
itable feature—long gleaming 

8 What makes long gleaming gloss 
more than a mere advertising slo- 
gan is, of course, a darkly kept se- 
cret. The company does admit it 
results from an exclusive chemical 
component that justifies its present 
ad theme that Beacon’s brilliant 
gleam lasts longest. 

Although a heavy advertiser, 
Beacon says it honestly doesn’t 
know exactly how effective its 
campaigns have been but will con- 
tinue promotions commensurate 
with its rising sales. For the past 
18 months, AA was told, sales are 
perhaps 100% greater than they 
were the previous 18 months. And 
Beacon, with production 62 days 
behind orders, is holding up entry 
into new distribution areas until 
it gets caught up. 

Within less than five years, Bea- 
con wax rose from “about the bot- 
tom” in sales to “perhaps the sec- 
ond in dollar volume.” The prod- 
uct was marketed to only about 
one half of the U. S. a year ago 
By early 1952 national distribu- 
tion, except for some spots in the 
South, had been reached. 

® Two generations old, Beacon 
was primarily a manufacturer of 
industrial wax and allied chemical 
products until the tail began wag- 
ging the dog. The appeal of Bea- 
con wax has been so great, it was 
disclosed, that good distribution 
and heavy sales have been 
achieved even in markets where 
no advertising introduced the 

The company said it has been 
bucking the trend toward the one- 
stop sale in supermarkets by a 
policy of loyalty to hardware, 
paint, department and linoleum 
stores that originally carried the 
wax. Marketing is through dis- 
tributors exclusively. 

Beacon’s advertising philosophy 
—"to spend the most money bring- 
ing the best product to the mar- 
ket"—is adapted to individual 
market conditions with the delib- 
erate policy of avoiding consist- 
ency. The reason, AA was told, is 



ses cert 
te 44 Advertising Age, June 9, 1952 
i ‘iret Sige of Good Memselanping Storts With Gloumise 
. ences’: Louger. Wearing Glow Mlshes 1 Biggest Peer lex i 

2S Wh a ' 
my a ‘Se ‘eoscere See 5 ae 4 

, a \ aS , ay ae i 
aay AT yea errr 
. LOX Year \ 
t pa Y Be a ee A 
oe —, _*& —— f z \ aie : 
“we ' re 7 Yours tog 7? ; He 
is eal pues is rh 5 ; ad - ! 
one * el . * “acs ‘ A as pt 
ty " ; "> -P j : 
eS ; 4 Tatum ‘Madd ~ 8 ni ae a 8 
; a | wae 2 
ee @¢ enn . aid j 
: ' a X qi = \ 
4 beeen = NM i) 
a PI cleaning foo . 
2 ee ) i 
Js sold @ Hardware, Paint, Lisotesm aad Department Stores j 
ci q Im This Issue... ee hI Zt 
3 fs Se | 
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yo | OILEL | et ed | 
§ saamaees i nonn eee oe ) ! | 

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One I . 
a i= 
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, } 
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ie as ‘= 

th ace 1! a 
: 3 “Ad ¢ 4 THE TRAPAC ae 
i ee 
oe ' ciiaainieiieaaiiileaiall ae 
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Advertising Age, June 9, 1952 

that “the minute you do, you lose 
the effect of variety that makes 
advertising interesting.” 

® The company has not given 
much play to magazines but has 
used space varying down from a 
one-column insertion in Good 
Housekeeping. Recently Beacon 
inaugurated network TV sponsor- 
ship of “The Goldbergs” over NBC 
on Fridays. It currently is dicker- 
ing with networks for other shows, 
AA was told. 

Beacon recently introduced its 
second consumer product, a wax 
and dirt remover, which removes 
all brands of floor waxes and im- 
bedded dirt without scrubbing or 
rubbing, according to Beacon. 

The need for this product, the 
company said, arose within the 
past several months with the ad- 
vent of hard waxes, which can be 
removed by soap and water only 
with difficulty. The product was 
developed to fill an existing need, 
Beacon states, and seems to have | 
the field to itself. The remover and 
wax are being promoted jointly. 

The Beacon account is split be- 
tween two Boston agencies. Al- 
lied Advertising Agency handles | 
radio and television, sharing news- 
paper and outdoor advertising | 
about equally with Mina Lee Si-| 
mon Inc. | 

Carstairs Promoted _ 
in 11 Markets in July | 

New York, June 3—CAlvert Dis- | 
tillers Corp. has launched a sup- 
plemental campaign in 20 news- 
papers in 11 markets for Carstairs 
whisky, running through July. 
Lennen & Mitchell is the agency. | 

The program calls for 1,000-line | 
ads, irregularly spaced. Copy car- 
ries a headline reporting the sales 
volume in the area where the ad 
appears, to show popularity. The 
theme is new and will stress 
“greatest whisky value in town,” 
“luxury taste” and “budget balanc- 
ing price.” 

Increased advertising pressure 
behind Carstairs, Emanuel Faltz, 
assistant advertising manager of) 
the company, said, “is part of an 
over-all buildup of sales power be- | 
hind the brand to assure continued 
growth and consumer demand.” 

Cities in which the supplemental 
campaign will appear include New | 
York, Buffalo, Syracuse, Albany, 
Newark, Cleveland, Baltimore, 
Boston, New Haven, Hartford and 

Philippines Market Guide Out 

“Market Guide for the Philip- 
pines” has just been issued by 
American Foreign Credit Under- 
writers Corp., 170 Broadway, New 
York. The new edition lists more 
than 2,500 leading importing, dis- 
tributing and manufacturing or- 
ganizations in the Philippine Re- 
public, individually rated as to in- 
vested capital and credit status. A 
special section lists U. S. merchant 
exporters with established distrib- 
uting facilities. A specimen page 
with listings from the guide, as 
well as a descriptive circular, may 
be obtained from the publisher. 

‘Steel’ Adds One, Boosts Two 

Steel has appointed Sal F. Mari- 
no, formerly with Huebner Pub- 
lishing Co. and Platt Publishing 
Co., both of Cleveland, promotion 
and research manager. E. L. 
Franke has been promoted from 
promotion manager to district ad- 
vertising sales representative in 
the central western territory and 
Thornton R. Warren has been ad- 
vanced to district advertising sales 
representative of the central east- 
ern territory. 

Form Chicago Unlimited 
Chicago Unlimited has been 
formed at 185 N. Wabash Ave. The 
organization, backed by executives 
in advertising, radio, television, 
and show business, will promote 
Chicago as one of the nation’s 
centers for radio and television. , 

|Shea Joins KSFO Sales Staff 

New Borden Unit Formed 
Formation of a new food prod- 
uct group, to be known as the in- 

Buys ‘Wilson Times’ 
Wilson Press Inc., Wilson, N. C., 
has purchased the Wilson Times 

| Appoints E. A. Dominik 
| E, A. Dominik, formerly v.p. of 
Central Typesetting and Electro- 

dustrial products department, has|from the family of John D. Gold.| typing Co., a division of W. F. Hall 

been completed by Borden Food 
Products Co., a division of Bor-| 
den Co., New York. The new unit} 
will be responsible for the domes- 
tic sales of bulk products former- 
ly handled by the dry milk divi- 
sion. Manager of the unit will be 
Daniel W. Murchison, who has 
been associated with Borden for 
the last 21 years. 

Troy Sunshade to Buchen Co. 
Troy Sunshade Co., Troy, O., has 
appointed Buchen Co., Chicago, to 
direct its advertising. The company 
makes metal furniture, outdoor 
and porch furniture, and special | 
items of furniture for outdoor or 
casual use. 

William E. Shea Jr., who has 
been in radio sales and production 
in Hollywood for the past several 
years, has been appointed an ac- 
count executive on the sales staff 
of KSFO, San Francisco. 

Herbert D. Brauff, head of Wilson 

Printing Co., Chicago, has been 

Press, is now editor and publisher. | 2@med manager of plant operations 
Wilson Press Inc. had been operat-| for Lake Shore Electrotype divi- 

ing the paper under a lien with 
option since Jan. 1, 1947, with Mr. 
Brauff as publisher. John D. Gold 
has been editor since the paper 
was founded in 1902 

Asks $125,000 for Promotion 

The Daytona Beach, Fla., Cham- 
ber of Commerce has asked the 
county commission for $125,000 to 
promote the city and suburbs. 
Money would be raised by a one 
and nine-tenths mill tax in a spe- 
cial advertising taxing district 
covering the area. Last year, $106,- 
000 was raised. 

Appoints Charles Hemminger 

Charles A. Hemminger, formerly 
director of public relations 
American National Bank & Trust 
Co., Chicago, has been named di- 
rector of advertising and public 
relations for First National Bank, 
St. Louis. 


sion of Electrographic Corp., Chi- 

$500,386,000 in 1951 
$129,096,000 in 1940 
GAIN of 288% 

The Fabulous Southwest 

The Nation's Largest Trade Territory 


Smith to Ebasco Services 

Albert W. Smith, formerly sales 
promotion and advertising man- 
ager of Arizona Public Service Co., 
has joined Ebasco Services Inc., 
New York engineering, construct- 
ion and business consulting organi- 
zation, as an advertising and sales 
promotion consultant. 

Two Separate Newspapers — 27¢ Buys BOTH! 

The El Paso Times 

An I dent N 
n ndependons eaapeper 

El Paso Herald-Post 

A Scripps-Howard Newspaper 

sells ideas 
where ideas 

are wanted 

SNR Ne ERE CE De NN tae 7 


People buy ideas first . . . sales of merchandise follow. 

By its editorial content, Pathfinder seeks out 

people who are looking for ideas. Twice each month, 
to a nationwide family audience of thinking 

men and women, Pathfinder brings news and views 
on products and people, business and Government. 

No other magazine of comparable character 

majors in Pathfinder’s market . . 

. a market 

where more than half the home-owning families 

of America live . . . families who have 

great needs and great buying power. 

If you sell products or services through ideas, 
Pathfinder will extend your coverage into an 

important new market of thinking people. That 

why an ever-increasing number of important 
companies are adding Pathfinder to their 

national advertising programs. 

a ee Re 


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June Convention of 
American Marketers , 
Looks Ahead to ‘60 

Cincinnati, June 3—If the ad- 
vance program is any indication, 
delegates to the summer confer- 
ence of the American Marketing 
Assn. here have a meaty agenda 
ahead of them 

The AMA meeting, June 16-18, 
has a prophetic theme—‘Fathom- 
ing the Fifties’’"—and will concen- 
trate on the outlook for consumer 
durables and non-durables and in- 

dustrial goods in the next eight 
The keynote address will be 

given by Dr. Kenneth McFarland, 
educational consultant for General 
Motors Corp. Wilson Wright, man- 
ager of economic research for 
Procter & Gamble, and Louis H 
Bean, Assistant Secretary of Agri- 
culture, follow Dr. McFarland with 
their views on the business and 
agricultural outlook 

e A number of prominent market- 
ing research representatives will 
take part in separate sessions the 
first day on consumer durables and 
non-durables, and industrial goods. 
Dr. Roy V. Peel, director of the 
Bureau of the Census, will address 
the group June 17 on “Demo- 
aphic Changes for the Fifties 
rket research techniques for 
sumer and industrial goods will 
Miiscussed in sessions the same 
day. Dr. Ross M. Cunningham will 
digect the session on _ industrial 


Tie scheduled for the 17th are 
sespions on advertising consumer 
an@ industrial goods, Edward D. 
Madden, v.p. in charge of TV oper- 
ati@ns and sales for NBC; Robert 
Dunville, president, Crosley 
deasting Corp.; and Richard D. 
p. director of marketing re- 
se@ech, Tatham-Laird, are speakers 
fom the consumer session. William 
uttriss, director of advertising 
sales promotion for Tinnerman 
Pr@iucts Inc.; R. W. Twiggs, Mel- 
d@tum & Fewsmith, and Paul C. 
Hu@ley Jr., manager of the sales 
pramotion department for Penn- 
sylfania Salt Mfg. Co., will take 
on the industrial discussion 

@ Gn the convention's final day, 
Jume 18, the group will cover: | 
prablems in retailing and indus- | 
marketing; measuring adver- | 

effectiveness; distribution | 


69th iw suvinc power 

omong Sales Management's 

162 Metropoliton County Areas 
I; you're planning a news- 
paper campaign to cover the 
first 100 markets according 

to Buying Power, then over 
234,000 Quad-Citians are 
equipped in the pocketbook 
to respond. Factories on the 
Illinois side of the Quad- 
Cities sign 65% of the pay- 
roll. And you cover Rock 
Island, Moline and East Mo- 
line (3 of the 4) 
when you use 

cost analysis; determining sales 
potentials and quotas; railroad 
marketing aids; problems in field 
research; consumer panels; price 
stabilization and sampling prob- 
lems; media selection; sales fore- | 
casting; selection and training of 
marketing personnel and compen-| 
sation for salesmen; store panels, | 
and advertising media as sources | 
of marketing information. | 

Following these discussions, Fred 
Lazarus Jr., president, Federated 
Department Stores, will speak on 
retailing before the closing busi-| 


| atives, 

‘Redbook’ Promotes Gerald 
Mitchell to Western Manager 

Gerald Mitchell has been pro- 
moted to western manager of 
Redbook by McCall Corp., with 
headquarters in 
Chicago. He suc- 
ceeds W. D. 
Washburn, who 
has retired (AA, 
May 19). 

Mr. Mitchell 
has been associ- 
ated the past 23 
years with news- 
paper represent- 

Advertising Age, June 9, 1952 

Army Hospital, Waltham, Mass., 
has been appointed advertising 
copy chief on the creative sales 
staff of Sanderson Bros., North 
Abington, Mass., printer and lith- 

Eastman Kodak Ends Fair 
Trade Pacts on Prices 

Eastman Kodak Co., Rochester, 
is terminating all its fair trade re- 
tail price agreements. In a notice 
to retailers, the company explains 
that the United States Supreme 
Court ruling last year in the case 
of the New Orleans supermarket, 
Schwegmann Bros., had decided 
that the “non-signer” clauses of 
fair trade laws are unconstitu- 

The decision, the notice says, 
severely hampers the enforcement 
of fair trade laws throughout the 
country and places the dealers who 

Storer Gets New Post 

Peter Storer, public service di- 
rector of WJBK, Detroit, has been 
named manager of the newly cre- 
ated sales promotion and mer- 
chandising department of WJBK 
and WJBK-TV. The stations are 
owned by Storer Broadcasting Co. 

ness meeting 

Incorporate WMFD-TV Inc. 
WMFD-TV Inc., 

|and grocery dis- 
tributor publica- 
‘ | tions doing sales, 
Wilmington, | advertising and merchandising. He 
N.C., has been organized with|has been with McCall Corp. a 

capital stock of $250,000 to oper-| year. 
ate radio and television stations. 
Incorporators are R. A. Dunlea, 
Louise Dunlea and D. D. Cameron, 
all of Wilmington. 

WFLN Appoints Krauss 

WQXR, New York, has joined the| mestic 

Philco Promotes Skinner 
James M. Skinner Jr., v.p. in 
charge of sales of the refrigerator 
| division of Philco Corp., Philadel- 
__ |phia, has been promoted to v.p. in| 
Mitchell Krauss, formerly with| charge of distribution for all do- 
sales staff of WFLN, Philadelphia.’ joined the company in 1934. 

Gerald Mitchell 



stands the end of May. 

Mr. Skinner| James P. 

issue of 

McLean to Sanderson Bros. 
McLean, formerly 

‘ public relations officer of Murphy 

signed fair trade agreements in an Simcox Joins Mendte Inc. 
unfair competitive position. 

Martin & Lewis Comics Out 

Comics Publications, 
New York, has added two names 
to its list of more than 30 comics 
The first 
“The Adventures of Dean Martin 
and Jerry Lewis” hit the news- 

Donald F. Simcox, formerly di- 
rector of the Contemporary Art 
Assn. and prior to that director of 
layout of Paint Industry Maga- 
zine, has been named creative head 
of the art department at J. Robert 
Mendte Inc., Philadelphia. 

Bauer Joins ‘Outdoor Life’ 

George Bauer, formerly promo- 
tion manager of Industrial Dis- 
tribution, published by McGraw- 
Hill Publishing Co., has joined the 
promotion staff of Outdoor Life. 

Act Now fo Attend.... 
Here's your 30" NIAA CONFERENCE Calendar | 

The Conference Program 
JUNE 29—SUNDAY ALL DAY—Registration—4th Floor Foyer—Palmer House 
SUNDAY EVENING—Pre-Conference get-together dinner for all—Grand Ballroom, Palmer House 


Annual Meeting. 

Toppers Awards. 

Chapter Membership Award. 
Traffic Service Awards. 


Address by J. L. Singleton, executive vice- 
president, Allis-Chalmers Mfg. Company on 
how marketing and advertising men can pre- 
pare for the task ahead. 

Putman Awards. 


Discussions of broad problems of marketing, 
sales and advertising: 

H. D. Bissell, director of merchandising, Minne- 
apolis-Honeywell Company, on merchandising 
advertising to sales organizations. 

George Stineback, manager, Polyken Division, 
Baver & Black, on development of new distri- 
bution and sales promotion policies. 

Cary H. Stevenson, vice-president, Lindberg 
Engineering Company, on development of new 
products and new markets. 

John S. Hawley, marketing manager, Shake- 
proof, Inc., on introducing and promoting new 


Publishers’ reception and cocktail party. - 


NIAA Chapter Officers’ Breakfast. 

Special Activities for The Ladies 

Progress report of Industrial Advertising Re- 
search Institute, Bennett S. Chapple, Jr., Chair- 

Panel presentation of NIAA research committee 
survey, R. C. Sickler, duPont, Chairman. 

Panel presentation arranged by St. Lovis chap- 
ter on publication readership research tech- 
niques. George Staudt, moderator. 


Address by Fairfax M. Cone, president of 
Foote, Cone & Belding, retiring chairman Ad- 
vertising Council, on public relations problems 
of business. 

July Ist being Canada's Dominion Day, James 
E. Totton, NIAA's vice-president from Toronto 
will preside. 

McGraw-Hill Awards. 


Address by D. M. Pattison, vice-president, 
sales, Warner and Swasey, on sales results of 
Warner and Swasey institutional campaign. 

Panel presentation of public relations and pub- 
licity problems, chairmanned by George Black, 
Cooper Alloy Foundry Company. 

Town Meeting of the Air 
radio broadcast 


Publishers, Sales Presentation Awards. 
Advertising skit presented by Milwaukee 

chapter, under direction of A. R. Tofte, Allis- 
Chalmers Mfg. Company. 

Three clinic sessions: 

Direct mail and technical literature, panel ar- 
ranged by Cincinnati chapter. 

What industrial distributors think of advertis- 
ing, panel arranged by New York chapter. 
Techniques of movie production, panel ar- 
ranged by Robert J. Barbour, Bakelite Com- 


Address by Chester H. Lang, vice-president, 
General Electric Company, on how advertising 
men can explain American Economic system 
to workers and the public. 

Industrial Marketing Editorial Awards. 
Pittsburgh Chapter Attendance Trophy Award. 


Industrial Press Awards. 

Industrial Exhibit Award. 

Two Clinic sessions: 

Panel demonstration of effectiveness of indus- 
trial advertising by Douglas Williamson, chair- 
man NIAA committee. 

1952 NIAA Budget survey report—E. E. Beau- 
champ, Jr., adv. engineer, Lane-Wells Co. 
Three Clinic sessions: 

Demonstration of visual aids, arranged by 
Cleveland chapter. 

Panel discussion of export advertising, headed 
by H. |. Orwig, vice-president, The Buchen 

Panel discussion of exhibits, arranged by NIAA 
committee on exhibits. 


SUNDAY, JUNE 29th—All day registration fourth floor foyer. Meet your 
hostesses and make your plans to attend all scheduled events. At 7:00 p.m. 
attend "Get Acquainted” Conference Dinner in the Grand Ballroom. Singing, 
dancing, floor show. 

MONDAY, JUNE 30th—aAr 10:00 a.m. board sightseeing bus for guided 
tour of Chicago's glamorous North Shore. BRUNCH at 10:30 on the Edgewater 
Beach Hotel North Terrace followed by Lillian Bordahi Smith's inimitable 
character sketches. Return to Palmer House about 1:30 p.m. with afternoon free 
for personal activities. Publishers’ Reception at 5:30 p.m. Evening free. 

TUESDAY, JULY 1st—Morning set aside for radio broadcasts, television 
shows, shopping trips, or loafing. About 1:30 p.m. board Red Top shuttle buses at 
State Street entrance for Merchandise Mart. Here, a special tour has been 
arranged to give you an exciting preview of the latest trends in home fashions. 
Tour concludes with Hazel Whitaker's illustrated talk on good design in your 
home. TEA will be served at 3:30 p.m. in Henrici's Oak Room in the Mart. The 

Annual Banquet 

Women's Advertising Club of Chicago will present 
an interesting short movieand Mabel S. Obenchain 
will deliver a special message, “To The Wives of 
Advertising Men”. Attractive'Door Prizes will be given 
at this session. At 7:30 p.m. the Town Meeting of the 
Air will be broadcast on a national hookup direct from NIAA. Convention. 

WEDNESDAY, JULY 2nd—Morning open for late sleepers or beauty 
parlor visitors. At 11:30 a.m. leave for Kungsholm Restaurant for Smorgasbord 
LUNCHEON and the highlight feature of the Ladies’ Program—a matinee per- 
formance of Madame Butterfly in the famous Kungsholm Miniature Theatre. 
Return to Palmer House in time to rest and change for Pre-Banquet Cocktail 
Parties at 5.30 and Annual Banquet at 7:00 p.m. 



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Advertising Age, June 9, 1952 

Harnischfeger Corp. 
Stirs Interest with 
Public Service Ads 

MILWAUKEE, June 5—Harnisch- 
feger Corp., manufacturer of in- 
dustrial equipment, construction 
machinery and_ prefabricated 
homes, has received an unusual 
response from a series of newspa- 
per ads it started more than five 
months ago. 

‘ The company decided to conduct 
a public service campaign last Dec- 
ember in the Milwaukee Sentinel, 

) attacking government spending 
policies and urging people to get 



{ out and vote (see cut). The cam- 
paign consisted of five different 

‘ ads, and soon after the first one 

' appeared requests for reprints REGISTER AND VOTE—This is one of the 
started to pour in, Harnischfeger "Paper ads being run by Harnisch- 
reports. feger Corp., Milwaukee, pointing out the 

As a result, it was decided to. 
run the same series in the Chicago 
Tribune, and in newspapers in 
three other towns where plants 

to register and vote. 

‘are located—Crystal Lake, 

danger of inflation and urging people 


Port Washington, Wis., and Esca- 

naba, Mich. 

To date, about 500 companies 
have requested permission to run 
the ads over their own signature, 
or have asked for reprints of the 

Illinois Professor 
Denies Marketing 
Costs Are Too High 

| Buchen Co., Chicago, handles} Ursana, Itt., June 3—Teachers 
and writers who claim marketing 

| the account. 
} is an inefficient, wasteful opera- 
tion are taken to task in the latest 
|Current Economic Comment,” 
|quarterly publication of the col- 
| lege of commerce at the University 
jof Illinois. 

Theater TV Hearing Date 
Postponed to Jan. 12, ‘53 

The Federal Communications 
Commission has again postponed 

the date for its hearing on theater sabes 
television channels, this time to| Prof. P. D. Converse of Illinois 

Jan. 12, 1953. The first hearing | 80es to bat for marketing, citing 
date was Sept. 17, 1951. At other/ facts and figures to shuw that mar- 
times FCC set the hearing for Nov.| keting costs have kept pace with 
25, 1951; Feb. 25, March 10 and/ production costs and are not re- 
May 5. sponsible for high prices. 
| Prof. Converse says: 

Grittin Uses Yankee Net | “We have been told *hat we have 

Griffin Mfg. Co., Boston, is pro-| iad a miracle of production. If so, 
moting its shoe polishes in cond we have an equally startling mir- 
England on WNAC and the Yankee! acje of distribution.” 
Network over the “Nelson Church-| « 
ill News” program which airs| 
daily, 7:05-7:10 a.m. Bermingham, 
Castleman & Pierce, New York, is 
the agency. 

@ The marketing professor points 
out that the small amount of mon- 
{ey spent on market research 

"Men's advance registration fee $50. 

NIAA’s Conference 

Send in Your Pre-Conference Reservations TODAY —Save $5! 

Ladies advance registration fee $25. 




SUNDAY NIGHS—Gola Supper Porty.............$ 8.00 

MONDAY LUNCHEON ~— J. L. Singleton, Allis-Chalmers 
MONDAY AFTERNOON — Answers to broad prob- 

lems of marketing, sales and advertising.......... 

TUESDAY MORNING—Progress report of Industrial 

Advertising Research Institute. Panel presentation 


NIAA Research Committee survey. Panel presenta- 
tion on Publication Readership Research Techniques 

TUESDAY LUNCHEON — Fairfax M. Cone, Foote, Cone 
ET POPP eT ee Se eT eT ree erry 
TUESDAY AFTERNOON — Address on sales results of 
Institutional Campaign. Panel presentation of ‘Public 
Relations & Publicity Problems”...........2++e00. 




TUESDAY EVENING — Town Meeting of the Air, Radio 
Broadcast—coast to COOSt......sscecececececeeeS 2.00 

WEDNESDAY MORNING — Advertising skit and three 
important clinic sessions on ‘Direct Mail and Technical 
Literature"; ‘What Industrial Distributors Think of 

Techniques of Movie Production”..... 




WEDNESDAY LUNCHEON —Chester H. Lang, Gen- 

oral Bectetc Company <scccccccscsvcsvescovsces 

WEDNESDAY AFTERNOON — Concurrent Panels— 
", “Export Ad- 

vertising”; “Trade Shows and Exhibits”............ 

“Effectiveness of Industrial Advertising 

ANNUAL BANQUET —Wednesday.............++ 


SUNDAY NIGHT—"'Get Acquainted" Conference 
Dinner. Dancing, Floor Show, etc................-$ 8.00 

MONDAY — Sightseeing Tour of Chicago's North Shore. 
Brunch at Edgewater Beach Hotel. 

TUESDAY — Radio Braodcasts, television shows. Special 

N [AA’s 

You Will Benefit by Attending 

0'* Annual Conference 

JUNE 29th to/JULY]2nd 

tour of Merchandise Mart. Town Meeting of the Air, 
Radio Show at 7:30 P.M... ...cscececcecscescs eG? 3200 

WEDNESDAY —Smorgasbord Luncheon at Kungsholm 
Restaurant plus a matinee performance of Madame 
Butterfly in the famous Kungsholm Miniature Theatre. . 

ANNUAL BANQUET — Wednesday Evening........ 


First Time 
On The Air 
Coast to Coast 


Tuesday evening, July |, the con- 
ference goes on the air —with “Town 
Meeting of the Air” —coast to coast. 
You may be one of NIAA's radio stars. 

Layout & Artwork courtesy Feldkamp and Malloy, inc.; Typography courtesy J. M Bundscho, inc.; Space courtesy Advertising Age 



;“seems to be producing excellent 
results.” He quotes from several 
|studies which indicate “there has 
been little change in the relative 
cost of marketing goods during 
the past 40 vears.” 

Prof. Converse cites seven “la- 
bor saving devices and methods 
used in reducing the number of 
man-hours required to sell a given 
volume of goods.” These are 

1. The increasing amount of 
consumer income going into rela- 
tively large purchases, such as 
cars, furniture, refrigerators, etc. 
Thus, fewer man-hours are needed 
to sell $1,000 worth of such goods 
than $1,000 worth of meat, break- 
fast cereals and other convenience 

2. The growth of integrated 
companies, such as the chain store, 
which carry goods through two or 
more steps in the trade channel 
and thus reduce the number of 
times an article is bought and sold 

@ 3. The rise of the cash-carry- 
self-serve store, which cuts the 
time needed to sel! goods to con- 

| 4. Labor saving machines and 
| devices which are used in account- 
ing for purchases and sales. 

5. Large scale advertising which 
makes selling easier. (However, 
Prof. Converse says that “definite 
evidence” is lacking to support the 
contention that advertising creates 
“more or less” automatic buying 

6. Market research, which? re- 
sults in selective merchandisifg. 
7. Work reorganization which 

Single Session Tickets Can Also be Bought Now. Send Check and indicate Tickets wanted direct to NIAA Headquarters reduces expenses by increaging 

output per worker. Thus, acco@nt- 
ing records may be simplified @nd 
warehouses and stores rearranged 


Circulation Managers Elect 
S. E. Abbott of the Statesman, 
Boise, Ida., has been elected pi@si- 
dent of the Pacific Northwest In- 
ternational Circulation Managers 
Assn, Other officers elected are 
Leonard A. Garner, Standard Ex- 
aminer, Ogden, Utah, Ist v.p.; Mal- 
colm A.C. McCallum, Herald, @al- 
gary, Alta., 2nd v.p., and Willlam 

B. Hawke, Missoulan-Sent 
Missoula, Mont., convention se@re- 
tary. F 

Named by F ruchaul 

A. V. Tice has been appointed regional 
manager of the West Coast for Frue- 
hauf Trailer Company. He is one of 

The Wall Street Journal's regular 
130,540 readers one of the many 
“regulars” who keep moving up in 

Joining Fruehauf in 1939, Mr. Tice 
most recently was division manager for 
the firm in Southern California. He 
finds The Wall Street Journal useful 
in many ways, says Mr. Tice, especially 
in uncovering sales opportunities. 

Nearly 500,000 on Road 
Trucking and trailers, he points out, 
are big business (today there are some 
436,000 trailers in service.) 

Men who read The Wall Street Jour- 
nal exert considerable influence on 
their company’s buying policies—in- 
luding the purchase of transportation 
and other requirements that go with 
t. Each trailer, for example, carries 
with it major investments in rubber, 
sosurance, wages, fuel —and many other 
necessary products and services— items 
which Wall Street Journal readers 
specify or help select for their com- 
panies. That's why The Journal's audi- 
ence, largest in history and moving up 
steadily, is characterized as “the best 
business prospects in the country.” 


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wed 1.35 
(each subject) 

Brochure Starts 
Lively Squabble 
Between TV Nets 

New York, June 3—Things 
along Madison Ave. were consid- 
erably enlivened last week by a 
public fight staged by CBS Tele- 
vision and DuMont. 

The spark was set off by an at- 
tractive, slick brochure CBS dis- 
tributed to major agencies in an 
effort to line up sponsors for the 
upcoming “Jackie Gleason Show.” 

Mr. Gleason, one of the most 
lauded young comedians in tele- 
vision, currently headlines the 
“Cavalcade of Stars,” sponsored by 
drug retailers and manufacturers 
on DuMont. He reportedly makes 
only $1,500 on that show. Follow- 
ing a series of topnotch guest ap- 
pearances on CBS and NBC sev- 
eral months ago—at many times 
that figure—both networks began 


53-59 E. Illinois St, Chicage 11, Illinois 
Phone: WH itehall 4-2930 

the 24,000 farm leaders—VO-AG TEACH- 
VATIONISTS, and other farm leaders, for 

EVERY day, 5,500,000 farmers turn to 

“know-how.” Farming today is a highly 

skilled business. 

The Vo-Ag teacher or County Agent is 
the ‘chairman of the board”’ of this 35 bil- 
lion dollar farm business. These key FARM 

LEADERS advise, guide, and recommend. 
Remember, their sales nod to farmers is 

important to you. 

You can use this farm “know-how”’ to 
your sales advantage! Go in through the 
front door to see these “chairmen of the 
board.”’ Discuss your products with them 
regularly through their BUSINESS maga- 

zine, Better Farming Methods. 

24,000 CCA Circulation 

Business Magazine for leaders 
Who TRAIN and ADVISE farmers 


waving big money 
front of his face. 

contracts in 

® Columbia won out in the bidding 
sweepstakes, signing the versatile 
funnyman to an exclusive contract, 
effective next fall. 

One section of the CBS presen- 
tation which sent DuMont to the 
typewriter in a huff reads like 

“Evidence that Gleason and his 
staff know how to put together 
audience-winning shows can be 
seen from the remarkable rating 
record of ‘Cavalcade of Stars.’ 

“Under the most adverse condi- 
tions—on a minor network in 24 
markets, with a limited budget, 
with no sponsored lead-in show, 
against strong competition from 
the major networks—he consist-| 
ently wins ratings in the 20's, 
reaching as many as _ 8,000,000 
viewers (ARB, February, 1952).” 

# A “minor network,” indeed, Du- 
Mont snapped back in a letter to 
agencies: } 

“The ‘Cavalcade’ network is no 
larger than it is because that is the 
way the client wants it. DuMont} 
lets the advertiser decide for him- | 
self within very broad limits what 
markets he needs. More than in- 
cidentally, these 24 ‘Cavalcade’ 
markets represent 72.7% of the 
total U. S. television potential .. . 
Somebody ought to tell the boys 
who grind out this material that in 
13 markets out of 24 carrying ‘Cav- 
aleade,’ it is their network’s own 
affiliate thus being labeled.” This 
is a reference to the fact that CBS 
and DuMont share affiliates in 
some TV markets. 

DuMont pleaded guilty to “ad- 

verse condition” No. 2— “Limited 
@ “In this brochure our friends 

from down the street quote $66,175 
for the cost of the program (time 
not included). They make repeated 
references to DuMont as a ‘minor 
network,’ ‘a weak network,’ ‘not a 
major network.’ They do that, I 
(Ted Bergmann, DuMont sales di- 
rector) assume, because they know 
‘Cavalcade of Stars’ is priced to Du- 
Mont’s sponsor at only $16,000. . . 

“Running all through this bro- 
chure are ‘Cavalcade of Stars’ rat- 
ing figures from a source (Ameri- 
can Research Bureau) not avail- 
able to us but which we will be 
happy to accept at their face value. 
The key figure seems to be a 23.0 
average for ‘Cavalcade of Stars’ on 
DuMont for the five months end- 
ing February, 1952. 

“Just think of it: $66,175 for a 
show that on DuMont costs only 
$16,000 and producing a rating of 
23.0. Spelled out, that means a 92 
rating required at the price quoted 
to equal the buy that DuMont’s 
realistic pricing policies are mak- 
ing possible.” 

Advertising Age, June 9, 1952 

HONORED—Arthur C. Kaufmann, executive head of Gimbel Brothers, Philadelphia, 

receives congratulations from Ruth Welles, director of women’s programs at Station 

KYW, on receipt of an honorary award from the Philadelphia alumnae chapter of 

Theta Sigma Phi. Mrs. Welles also received an award for her outstanding work in 

radio. Katherine Campbell Mock, second from right (Cynthia Cabot of the Philadel- 

phia Inquirer), also was honored. Second from left is Muriel Fried, honors chairman 
of the journalism fraternity. 

| higher paying networks, will con- 

tinue with Larry Starch, who has 
subbed for Mr. Gleason on occa- 
sion, moving into the top spot on 
July 4. 

Other “Cavalcade” graduates 
who left for greener fields are 
Jack Carter and Jerry Lester. Both 
went on NBC’s payroll after leav- 
ing DuMont; neither has _ been 
seen on television in recent months. 
Mr. Lester recently instigated suit 
against NBC charging breach of 
contract—a matter that is still 
hanging fire. 

Ad Research Elects Six 

Argosy, Atlantic Monthly, Cos- 
mopolitan, Good Housekeeping, 
Hartford Accident & Indemnity 
Co., and McCall's have been 
elected subscribing members of 
Advertising Research Foundation. 
This makes the total number of 
participating subscribers 136. 

Ellis Appointed A. E. 

Ray G. Ellis, formerly adver- 
tising manager of Bart Labora- 
tories Inc., Belleville, N. J., and as- 
sociated companies, has been ap- 
pointed an account executive of 
Mercready, Handy & Van Den- 
burgh, Newark. 

Violante Joins Rockmore 
Peter Violante, formerly 
Roger & Rogers, has joined 
Rockmore Co., New 
sociate art director. 

ork, as as- 

KDKA Buys Nielsen Service 

KDKA, Pittsburgh, has entered 
into an agreement with A. C. Niel- 
sen Co. for the newly introduced 
Pittsburgh Area Radio Station 
Nielsen-Ratings Report. The 50,- 
000-watt station will utilize the 
new reports for management, pro- 
gramming and sales purposes. In- 
cluded in the service are data on 
total audience for programs, both 
in per cent and number of homes, 
average audience, share of audi- 
ence and weekly cumulative audi- 

DuPont Joins Rogers & Smith 

Lawrence E. DuPont, formerly 
program director of WFAA-TV, 
Dallas, has been named radio-tele- 
vision director for Rogers & Smith, 
Dallas agency. He succeeds Ed- 
ward E. Kash, who has transferred 
to the agency’s Chicago office. 

Kuhn Gets Two Accounts 
Randolph T. Kuhn Advertising, 
Portland, Ore., has been named to 
handle both advertising and pro- 
motion campaigns for the Molallo, 
Ore., Buckeroo (July 4-6) and the 
Pacific International Livestock Ex- 
position in Portland (Oct. 4-11). 

If you advertised last year in the RICH- 
MOND (Calif.) INDEPENDENT . . . you 
probably have an Earned Merchandising 

*Why not find out? Contact Win Smith 
Advt. Mar. 


@ As to the third handicap cited by 
CBS, “No sponsored lead-in show,” 
DuMont replied: 

“This completely baffles us. It 
is interesting to notice that in 14 of 
the 24 ‘Cavalcade’ markets, spon- | 
sored shows originating from all 
four networks are the lead-in 
shows. . . and 28.6% of these lead-| 
in shows originate from the net-! 
work that makes the statement.” | 

At week’s end CBS had no tak- 
ers for the Gleason telecast, the| 
mainstay of which will be sketches 
featuring Gleason characters made 
famous on the “Cavalcade” show, 
at $66,175 for 60 minutes and $33,- 
500 for 30 minutes. For the second 
year the price goes up to $69,125 
and $35,000. The next year it will 
be $72,075 and $36,200, according 
to the sales brochure. 

es Not having seen the DuMont 
letter, CBS-TV sales offered no 
comment on the seething situation. 

“Cavalcade,” which has been 
rolling merrily along 52 weeks a 
year since June, 1949, despite the 
loss of one star after another to 


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“It is a source of great satisfaction to me that 

Says NATE N. PERLSTEIN each week | can look forward to reading a new issue of 

Director of Advertising , " 

Abst Sains ComsANY ADVERTISING AGE —a publication that stimulates 
my thinking, enables me to keep abreast of what 

is going on in the field of advertising and definitely 
aids us in planning our advertising campaigns. Not only does our entire Advertising 
Department read each issue of ADVERTISING AGE, but it is also studied by members 
of our Sales and Merchandising Departments. 
“Your publication is definitely doing a good job and is, no doubt, 
largely responsible for the high standards of 
American advertising today.” 


As Director of Advertising for Pabst Sales Company, with headquarters in Chicago, 
Mr. Perlstein is responsible for Pabst Blue Ribbon Beer advertising, radio and tele- 
vision programs. He started his advertising career with Meyer Both Advertising Co., 
and, after several years with them, joined the Matteson, Fogarty & Jordan agency. 
During the Chicago World’s Fair in 1933 and 1934 he was in charge of publicity 
and promotion for the Pabst pavilion. Later, he became producer of the Ben Bernie 
show. In 1938 Mr. Perlstein joined Pabst as merchandising manager and later on 
became advertising manager. In 1948 he assumed his present title, both for Pabst 
Sales Company and for Hoffman Beverage Company, a subsidiary of Pabst and 

maker of soft drinks. 


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Alka-Seltzer Moves Newscast 

On July 1, Miles Laboratories 
Inc., Elkhart, Ind., will move its 
West Coast newscast, “Alka-Selt- 
zer Newspaper of the Air,” from 
KNBH, Los Angeles, to KHJ-TV. 
The newscast will be expanded to 
two telecasts daily. One will be 
heard as before, 7-7:15 p.m., the 
other immediately following the 
nightly baseball telecast. The radio 
version of the newscast has been 
on KHJ twice daily since 1936. 
The Hollywood office of Geoffery 
Wade Advertising places the time. 

Harris Joins WLW-T 

Byron K. Harris, formerly tele- 
vision traffic manager for WCPO- 
TV, Cincinnati, has been appointed 
a television sales representative 
for WLW-T, Cincinnati. 

Three Join Emil Mogul Co. 
Emil Mogul Co., New York, has 
appointed Florence Katz, Nort 
Wyner and Harold Balk to its staff. 
Formerly with Leland K. Howe 
Associates, Miss Katz has been ap- 
pointed assistant radio and TV 
time buyer. Previously assistant to 
the publisher of Television Maga- 
zine, Mr. Wyner becomes 
ber of the agency’s executiv 
Mr. Balk, previously with Shappe- 
Wilkes Advertising, has 

Freezerator Names Agency 
Freezerator Inc., 
frozen food plan organization, has 
named Fien & Schwerin, Philadel- 
phia, to handle its radio, newspa- 
per and television advertising in 
Philadelphia and Washington. 

POPULATION (current estimate) 


Avalanche- Journal 

Newspaper Survey 

Lesson in Midwest Time-Buying 

Covumsta Crry, INp. — A mar- 
ket survey of Whitley County, 
Ind., recently completed by 
the Columbia City Post, indi- 
cates that Whitley County 
families listen to WOWO 6 
times more frequently than to 
its nearest competitor... and 
almost twice as often as to 
all other stations combined. 

Since Whitley County lies 
within shopping range of Fort 
Wayne, it was expected that 
Station WOWO would figure 
prominently in replies to 
the question “What stations 
do you listen to most?’ But 
the preferences expressed 
in the survey were even 

named a junior account executive. | 

FTC Names 3 Greeting Card 
Manufacturers in Complaint 
The Federal Trade Commission 
has issued complaints against 
American Greeting Corp., Cleve- 
land; Associated Greeting Card 
Distributors of America, Boston, 
and the National Assn. of Greeting 

a mem- | Card Publishers, New York, charg- 

“| practices. 

American Greeting is charged 
with buying up greeting cards sold 
by its competitors to retailers and 
arranging for retail stores to junk 
and destroy competitors’ stocks. 

Philadelphia | Associated is charged with threats 

of boycott and a pretense of co- 
operative purchasing by which it 
has demanded and obtained trade 
and price concessions for manufac- 
turers. The association was charged 
with a price fixing arrangement 
and carrying out trade practices 
and policies designed to eliminate 

Promotes Harold Breitner 

Harold Breitner has been pro- 
moted from copywriter to account 
executive of Hicks & Greist, New 

Develops Startling 

more one-sided than had been 

Listed in the survey were 
2,232 families with radios and 
only 40 without (better than 
98°) ownership). 

This typical survey of a 
typical county underscores the 
fact that WOWO is simply 
indispensable in reaching the 
rich tri-state area centering in 
Fort Wayne. A powerful signal 
and popular programs. . aided 
by continuing promotion 
packed with local color. 
keep thousands and thousands 
of sets tuned to the WOWO 
wavelength, from the early- 

morning Farm Show till post- 

Interviewers found that Whitley County families listen to WOWO almost twice as much as to all other stations combined 

midnight sign-off. Availabili- 
ties are limited, but WOWO 
or Free & Peters will do their 
best to help you get the sched- 
ule you want. 

Fire Prevention Award 
Again Won by WOWO 

For outstanding public service 
in Fire Prevention,the National 
Board of Fire Underwriters has 
again named WOWO the win- 
ner of its Gold Medal award. 
This makes a total of two gold 
medals and two honor cita- 
tions presented to WOWO by 
the N FU since 1945. 

“Five Alarm Follies,” a pup- 
pet performance presented in 
schools throughout the Fort 
Wayne area, spearheaded 
WOW0O’s 1952 fire prevention 



National Representatives, Free & Peters, except for WBZ-1'V; for WBZ-TV NBC Spot Sales 



Vee aN Ee 

Advertising Age, June 9, 1952 

“Advice to Copywriters 

ma hitherto unpublished play 

Aw THERE be those among you who would so 

Listort, confound, grapple, garrot, strangle 

The wether tongue that she —sweet she, whose won 
Has bourne the fruit of wit—would seck refuge 

In the shaded nest of silence. Ob that 

These tortured eyes and rent eardrums could rest 
Anent her blissful haven’ But mortals 

Cannot journey to that nothingness and yet live 

With this in mand do | now beseech 

Write the copy swiftly and when it's done 

Leave off For nothing so offends as that 

Whach, have 

g spoke its sense, doth proceed at length 

Its folly to display. And neither 
Should it rest too soon. For what advantage 

Can there be to thought which hath no voice? 8 
Use all simply: avoid those demon words 

Whose shape is like the worm, having no head 

And no tail but 4 great expanse between, 

Doe but obscure the sense of the writing, 

And advance thy meaning little. For what 

Manner of man would speak thus and becloud 
The waters of reason unless he were 
A fool of an executive? Beware, too, 
The old saw for its jaded teeth yet 
Can cut thy salary There is one ill 
That marcheth on before: a comage 
Baser by far than anght in Pluto's realm 
© fell msereant! O debauched bastard! 
The lips tremble; the jaw gapes ope at the 
Very pronouncement of “know-how.” Ob Lord! 
4 word depraved. A wicked word. A vile 
Unnatural combination of 
Innocent, yea, virtuous syllables, 
Each a perfect jewel in itself but 
Villainous when wed. Seek rather the plague 
Prithee, use thy wits to such advantage, 
That men will say of thy construcuon 
"That is a work worthy of my purse.” 
NM Avail thyself of the bawd that habits 
Men's minds. For whatsoever is forbid 
magnifies its lure and plucks the wary 
As well as the guileless. Know too that a 
Cunning jape oft disarms and snares many 
A customer if it be not weary 
With usage and of antique invention m4 

Keep thou these precepts then and sacks of gold 

Will thee reward in advertising’s fold 

—Patrich Steel 


radio network 

JUST FOR FUN—Whipped up by Patrick Steel in one of his lighter moments, this 
NBC Radio promotion piece is now making the rounds of New York agencies. The 
author is coordinator of radio advertising and promotion for NBC. 

Increases Catalog Circulation 

R. W. Jackson, president of Al- 
dens Inc., Chicago mail order or- 
ganization, announced at a share- 
holders meeting that while sales 
for the first quarter of 1952 had 
increased 5.7% over those of the 
same quarter of 1951, profits had 
decreased because of increased 
payroll and advertising expenses 
and higher postage rates. He also 
announced that an aggressive sales 

program for 1952 included in- 
creased catalog circulation, so 
that this fall 6,000,000 catalogs 

would be mailed as compared with 
5,200,000 last year. 

Montreal Sales Execs Elect 

T. M. Atkinson, advertising de- 
partment manager of Canadian In- 
dustries Littd., has been elected 
president of the Advertising and 
Sales Executives Club of Montreal. 
G. H. Tessier, manager of the 
Montreal branch of James Robert- 
son Co.; M. I. Kirsch of General 
Advertising Inc., and R. S. White, 
director and promotion manager 
of Gazette Printing Co., have been 
elected v.p.s. 

Gosse Starts Summer Push 

F. A. Gosse Co., Seattle, packer 
of Red Breast salmon, has an- 
nounced an expanded advertising 
schedule for this summer. Eleven 
newspapers and the Mary Margar- 
et McBride program will be used 
in the New York metropolitan 
market. Single newspapers will be 
used in other key cities plus busi- 
ness publications. H. W. Fairfax 
Advertising, New York, is the 

Amm.-i-dent Drives in Canada 

The campaign for Amm-i-dent 
chlorophyll toothpaste, new prod- 
uct of Supreme Drug Ltd., Tor- 
onto, is being directed by Baker 
Advertising, Toronto. Full-page 
and 1,000-line copy is appearing 
in all the larger dailies across 
Canada, and wherever possible the 
color green is being used. 

Cole to ‘Popular Mechanics’ _ 

Thomas H. Cole, formerly with 
Science Research Associates, has 
joined the advertising department 
of Popular Mechanics. He will be 
associated with the merchandising 

Harrison Named Partner 

Richard Harrison has _ been 
named a junior partner of Baker, 
Johnson & Dickinson, Milwaukee 
agency. He has been senior account 
executive and research director 
and will continue those functions 
in his new position. Francis C. 
Kerr, formerly an account execu- 
tive with Presba, Fellers & Presba, 
Chicago, has joined the agency 
as an account executive. 

‘Boys’ Life’ Names Mulroy 
John E. Mulroy, a member of 

the Boys’ Life advertising staff 
since November, 1949, has been 
named eastern advertising man- 

A-D-V-E-R- 1 -I-E-S 

(Trade Mark) 


That's the verdict of many 
outstanding concerns (foods, 
feeds, industria 
insurance, etc.) who 
proved they are ‘‘tops’’ for 

Good Will building at con- 
ventions, sales meetings, 
product promotion, anni- 

versaries, salesman iden- 
shows etc Adver- 
Ties are Smart and 
Individual Ambassadors 
to sur “‘best’’ ad- 
« story in a 

and subtle 
manner ee 


Adver-Ties” are 
NOT stock ties, but 
made individual to 
requirements de- 
signed with illus- 
tration of product, 
trade mark, or slo- 
gan Adver- 
Ties" are pro- 
duced under ex- 
clusive patent, 
made of highest 
quality material 
and hand-tail- 
ored by “‘tie ex- 
perts with 
sU PPL IED at nom- 
samples of 
prices wi be promptly 
assortment. Ties individually packaged 
and labele 



(Dept. AA) one WEbster 9-7592 
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Advertising Age, June 9, 1952 


*Indicates first listing in this column, 

June 8-11. Advertising Federation of 
America, 48th annual convention and ex- 
hibit, Waldorf-Astoria Hotel, New York. 

June 9-10, National Assn. of Magazine 
Publishers, 33rd annual meeting, Pocono 
Manor Inn, Pocono Manor, Pa. 

June 10-12. Lithographers National 
Assn., 47th annual convention, The Green- 
brier, White Sulphur Springs, W. Va. 

June 16-18. American Marketing Assn., 
conference, Netherland Plaza Hotel, Cin- 

June 16-19. National Advertising Agen- 

cy Network, annual management con- 
ference, Skytop Lodge, Skytop, Pa. 
June 22-26. Advertising Assn. of the 

West, annual convention, Olympic Hotel, 

June 23-25. Newspaper Advertising Ex- 
ecutives Assn., summer meeting, Daytona 
Beach, Fla. 

June 27-29. Northwest Daily Press Assn., 
annual summer meeting, Madden Lodge, 
Brainerd, Minn. 

June 29-July 2. National Industrial Ad- 
vertisers Assn., annual conference, Palmer 
House, Chicago 

Sept. 11-13. 
Managers Assn 
nual convention, 
Montreal, Que 

Sept. 28-Oct. 1. Assn. of National Ad- 
vertisers, fall meeting, Hotel Plaza, New 

Oct 2-4. 

Newspaper Advertising 
of Eastern Canada, an- 
Mount Royal Hotel, 

Advertising Typographers 
Assn. of America, 26th annual meeting, 
Grover Park Inn, Asheville, N.C 

Oct. 3-4. Pennsylvania Newspaper Pub- 
lishers’ Assn., annual convention, Penn 
Harris Hotel, Harrisburg 

Oct. 4-7. Mail Advertising Service Assn., 
International, annual convention, Shore- 
ham Hotel, Washington, D. C. 

Oct. 5-9. Advertising Specialty Nation- 
al Assn., annual convention and specialty 
fair, Palmer House, Chicago 

Oct. 8-10. Direct Mail Advertising Assn., 
35th annual conference, Shoreham Hotel, 
Washington, D.C 

Oct. 12-15. Pacific Council, American 
Assn. of Advertising Agencies, annual 
convention, Arrowhead Springs Hotel, 
San Bernardino, Cal 

Oct. 13-14. Inland Daily Press Assn., 
annual meeting, Congress Hotel, Chicago 
*Oct. 13-16. Printing Industry of Ameri- 
, 66th annual convention, Chase Hotel, 
St. Louis. 

Oct. 19-22. Western Classified Advertis- 
ing Assn., Mission Inn, Riverside, Cal. 

Oct. 20-21. Boston Conference on Dis 
tribution, Hotel Statler, Boston. 

Oct. 20-21. Agricultural Publishers Assn., 
annual meeting, Chicago Athletic Club, 

Oct. 20-23. Financial Public Relations 
Assn., annual convention, Hotel del Coro- 
nado, Coronado, Cal. 

Nov. 20-22. Southern Newspaper Pub- 
lishers Assn., annual convention, The 
Greenbrier, White Sulphur Springs, W 
Dec. 7-11. Outdoor Advertising Assn 
of America, 55th annual convention, Con 
rad Hilton Hotel, Chicago 

Dec. 27-29. American Marketing Assn., 
cenference, Palmer House, Chicago. 

NBC Promotes Lauten 

William Lauten, trade news edi- 
tor, has been promoted to radio 
manager of the press department 
of Nat.onal Broadcasting Co., New 
York. His former duties will be 
taken over by staff writer Ernest 
Otto, who will double as assistant 
to Mr. Lauten and to Allan H. 
Kalmus, TV press manager. 

‘Day’ Promotes Two 
Charles J. O’Connor, with the 

paper for 30 years, has been pro-| 

moted to advertising director of 
the Day, New London, Conn., 
evening paper. Lars E. Gustafson, 
who has been with the paper since 
1947, was advanced to local ad- 
vertising manager in charge of 
retail advertising. 

Sootheran Boosted to A.M. 

William R. Sootheran has been 
appointed advertising manager of 
the Review, Niagara Falls, Ont., 
evening paper. He succeeds W. 
Bruce Leslie. Mr. Sootheran has 
been associated with the Review 
for 23 years and for the past three 
years has been on the advertising 
sales staff. 

Two Join Ted Bernstein 

Herbert Cohen, formerly an art- 
ist with Reba Sochis Studios, New 
York, has been appointed assistant 
art director of Ted Bernstein As- 
sociates, New York. Goldie Jane 
Feldman, previously an account 
executive with Marks & Neese, 
Jackson, Miss., agency, also has 
joined the agency. 

‘Tide’ Promotes Addison 

Bruce Addision, Tide sales rep- 
resentative in New York and New 
England since September, 1950, has 
been promoted to advertising di- 
rector. He previously was with 
| Young & Rubicam, New York. 

|Isgrig Joins Earle Ludgin 

pointed an account executive for 
Earle Ludgin & Co., Chicago. 

Names Burlingame-Grossman 

American Buff Co., Chicago 
maker of industrial buffing equip- 
ment, has appointed Burlingame- 
Grossman, Chicago, to direct its 
advertising. Trade publications and 
direct mail will be used. 

| Appoints W. B. Doner & Co. 

Erik Isgrig, formerly an account | 
executive in the Chicago office of been appointed to handle adver- and part owner of KOMJ, Palm 
Young & Rubicam, has been ap-|tising for Superior Paint & Varnish Springs, Cal., has been appointed 

W. B. Doner & Co., Chicago, has 

Corp. and its subsidiary, Superior 
Paint Stores, both in Chicago. 

Two Name Eshen & Roe 

Quick, New York, and Oil Daily, 
Chicago, have appointed Eshen & 
Roe, Los Angeles and San Fran- 
cisco publishers’ representative, to 
represent them on the Pacific 

'KORK Names Vaile 

Roland Vaile, formerly manager 

manager of KORK, Las Vegas, 
NEC affiliate. 



Multi-Ad Services, Inc. 
105 Walnut, Peoria, Ill 


Consolidated Enamel Papers 
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Until recently, most of these materials were 
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~ simultaneously enameled on both 

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plastic surfacing and industrial laminates * Main Offices Wisconsin Rapids, Wis. 
Sales Offices: 135 So. LaSalle St., Chicago 3, Il 

Flash Gloss 

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Accel Coverages «5 
Awtometive a 
Boling Products 

Canned Goods 

‘ Compomtion of Femibes 

Cosme tres 

Drugs ond Toieties 

Foundation Garments ‘3 
trosen Foods 

4 Vegeted t--- 

tom. end Rents 

s Home reetwg 

; Household Apphances 

Men and Womer Smoking 
Mowe Attendance 
Painting and Wallpepenes 

Shaving Needs 

Seaps and Octergents 

Soft Drinks A 
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4 q Where People Shop 

. . Here's the 1952 Grocery Buying 

<—s FOOD PRODUCTS—AIl-purpose shortening, baby foods, 

bacon, baki ixes, baked b , bread, breakfast foods, ° 
ian ‘iste: oancail ian, CHAE aah eamae ahaend Story in MI LWAU KEE | 

Chinese foods, coffee, cookies, canned corn, corned beef 

“a8 hash, crackers, cranberries, dog food, flour, frozen foods, Here’s the survey of buying which shows who gets top 
ml fruit and vegetable juices, ice cream, sausage, canned re : ’ : : 
esiieas seten, teaemenh Gandahin, tadesntion, ait positions on Mrs. Milwaukee s grocery shopping lists... 
; peanut butter, canned peas, popcorn, potato chips, rice, percentage of families using your type of product... how 
L salad or cooking oil, dry soup mixes, sugar, tea, canned many families prefer each brand ... when groceries are 

Sunn The, wenere. bought ... preference by type of store and service... 

bleaching fluid, bluing, laundry starch, scouring cleans- dealer distribution by brands... comparisons with past 
ers, soaps and cleaning agents for dishes, fine fabrics, years, 

ee hardwood floors, laundry, linoleum or tile floors, painted ee . , 

Xp walls and woodwork; toilet bow] cleansers, water soft- This information, all gathered since January 1, 1952, 

“ eners, floor wax. again shows the competitive positions in scores of prod- 

a DRUGS AND TOILETRIES — Deodorants, facial cream, ucts, and shifts in brand preference and shopping habits. 

sa8 facial tissues, hair tonic or dressing, hand cream, hand 

: lotion, lipstick, nail polish, permanent wave kits and re- If you haven’t already received a copy, write now and get 

as fills, safety razor blades, shampoo, electric shavers, shav- the close-up details on local marketing and buying fac- 

Fe ing cream, toilet soap, tooth paste, tooth powder. tors to hel f duct into Mil ; 
BEVERAGES — Cordials, beer, gin, grape brandy, rum, kk P you move more of your product into Milwau- 
Scotch, soft drinks, whiskey, wine. ee homes. e 

GENERAL — Cigarets, cigars, composition of families, 
food freezers, food mixers, pipes and pipe tobacco, 

paper towels, toilet tissue, waxpaper, refrigerators, T h e M i | Wa u k e e J (@) uU r n a | 

surgical bandages and dressings. 

World Leader in 1951 Advertising Volume and in R. O. P. Color Advertising 


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Feature Section 

C. M. Notes Contest Season 

How About Product Improvement? 

Age No Bar to Ideas: Woolf 

Check List for Coupons 

Less than 15% of Chicago Margarine Users Are Loyal 
to One Brand; Half Buy Four or More Brands 

by Dr. Georce H. BRowN 

Professor of Marketing, School of 

Business, University of Chicago 

Approximately 100 out of every 118 
families, or 85% of all families in the 
Chicago area, bought margarine at some 
time or other during the calendar year 

However, as is so frequently the case 
with consumers’ goods, most of the mar- 
garine was consumed by relatively few 
families. For example, the top 10% of the 
families using margarine accounted for 
over 35% of the total pounds sold, and 
the top 20% bought over half of the mar- 
garine consumed. Or, looked at from the 
other end of the scale, one-third of the 
families using margarine bought it less 
than once a month and half of the fami- 
lies bought less than 16 pounds during the 
entire year. The average consumption 
among users was 23 pounds per year. 
Taking account of the non-users, this fig- 
ures to 19.5 pounds per year per family in 

s The concentration of purchases among 
brands reflects the unevenness we have 
come to expect in marketing data. Swift's 
Allsweet was easily the favorite in Chica- 
go, getting 29% of the total volume. The 
next four brands, Nutley, Good Luck, 
Parkay, and Delrich, accounted for about 
11% each, so that the five leading brands 
had three-fourths of the market last year. 
The addition of Swanco, Blue Bonnet, and 
Nucoa brings the total for eight brands to 
90% of the market. 

Since our sample families bought a 

Frequency Distribution of Pounds 
Purchased per Year per Family 
Number Number of Sater Number of Number Number of 
of Ibs. milies of Ibs. families of Ibs. families 
ee ice 18 4 1 
1 9 3 1 
| Beeeacee 4 1 1 
cee 3 3 1 
4 io 2 2 
aoe 2 3 1 
i 2 3 1 
, Saar 1 3 1 
’ Pei 4 3 1 
eee , Reheeaey i 1 
~ epee a See 1 1 
gare Soper 3 1 
| Seen BY MG comes 1 1 
13 a eeeiete 1 197 1 
14: ze pees 1 2324 Total 100 
15 2 *: 1 Average - 23.24 Ibs. 
 . a See 1 Median - 16.5 Ibs. 

poundage on down. Who says that enter- 
prise is dead in America? 

In spite of the concentration of pur- 
chases in a few brands, no one firm can 
be said to “own” the consumers. Over 
85% of the families using margarine 
bought two or more different brands, and 
almost half of them bought five or more 
different brands. One family, No. 677, set 
a real record by trying nine different 
brands in 42 purchases, while family No. 
790, which used 197 pounds, divided its 
custom among 13 brands. In general, the 
distribution of families by number of dif- 
ferent brands purchased follows a fairly 
simple progression: one-eighth buy one 
brand, one-eighth buy two brands, one- 
eighth buy three brands, and so on up to 
the final category where one-eighth buy 
eight or nine brands. 

s Another way to look at the division of 
purchases between brands is to consider 

all except the A & P brand (Nutley) 
were purchased at one time or another by 
over half the margarine users in Chicago. 
Even the strongest brand was puchased 
by more than twice as many families as 
its brand position would indicate, and 
many brands secure a share of volume 
that is only one-fifth or one-sixth the 
number of families they can count as 
users of these brands. Durkee brand mar- 
garine represents a particularly interest- 
ing case because its market share is less 
than one-twelfth the market it reaches. 

Market share can be obtained by in- 
fluencing more families to buy your 
brand, by getting a larger share of the 
market among your present customers, 
and by getting the selective preference of 
the heavy buyers in the market. 

Allsweet gets its dominant position by 
reaching the most families and by getting 
more than half its customers to concen- 
trate three-fourths or more of their pur- 
chases on this one brand. Nutley gets sec- 
ond place in the market mainly because 
it is a favorite of the heavy margarine 
users. Actually, Nutley is purchased by 
fewer families than five other lower rank- 
ing brands, and it does less well in being 
the dominant brand among its users than 
Allsweet. Good Luck reaches over half 
the families, but for the most part it di- 
vides its market with several other brands. 
Durkee, as already indicated above, sel- 
dom accounts for more than one-fourth of 
the potential market among its own cus- 

A careful examination of the margarine 
purchase data makes it clear that con- 

Market Share by Brands 

Brand % of Pounds 
Allsweet (Swift) ..... 29.0 
ae, eric 12.7 
Good Luck (Jelke) ..... 10.9 
Pastiay (rete) ..... 2.0... 10.8 
RRS Fes area ree 9.3 
RE ee 64 
Blue Bonnet (Fleischmann) .. 5.9 
Nucoa (Best Foods) .......... 3.1 
DE ac shetcue vine et ds and 24 
EES St aa Pe 2.2 
ae ree AS 1.1 
Eatmore (Kroger) ............ 0.6 
Ns ete he aces 0.6 
All others (22 brands) ..... 5.0 

all but one were in the lower half of t 
families in terms of volume purchase 
The battle of the brands is an open, fre 
for-all, rough and tumble affair. No o 
can feel complacent about his accomplish 

ment and no one with an acceptable pro 
uct fairly priced need feel discourage@ 
about finding an opportunity to work : 

way up to a respectable share of the ma 

The details of purchase patterns shov 
in the buying profile of 100 families a 

especially interesting, and demonstra 
the wide variety in individual purcha 

Take Family 047—which bought twi ie 
as much margarine as the average—as 
example. It started out in January wi 
two pounds of Nutley, then didn’t pu 
chase another package of this brand un 
mid-October. In that month and in No 

ember it bought eight pounds of Nutley 
two-thirds of its total purchases duri 

total of 35 different brands, this means 
that 27 brands divided 10% of the total 
market, ranging from 2.5% of the total 

the number of different families reached 
in order to secure a given share of the 
market. Among the five leading brands, 

than 15% 
bought one brand only; 

sumer loyalties are, at best, divided. Less 
of the families (13 of them) 
and of this group 

that period—and wound up the year with 
six pounds of Swanco., Nutley’s 10 pounds 
of total sales to this family were concen- 

Brand Loyalty- 
Fact or Fiction 

One of the most intriguing of all marketing ques- 
tions revolves around “brand loyalty.” Do consumers 
purchase a favorite brand time after time, or do they 
shop around at random? Does the type of merchan- 
dise involved and the relative strength of brands 
have an important influence? How many consumers 
stay with a single brand of a frequent-purchase item 
for a considerable time? Just what is a “brand loyal” 
customer? Can a brand develop enough consumer 
loyalty so that it can get a sizable share of market 
from a relatively small group of steady purchasers, or 
must it make occasional sales to a large proportion of 
the families in the market? 

Through the cooperation of the Chicago Tribune 
and the University of Chicago, ADVERTISING AGE 
here presents the first of a series of articles which 
should shed considerable light on these and related 

The Chicago Tribune has been operating a consu- 

mer purchase panel covering a wide variety of gro- 
cery and drug items for four years. The panel is a 
diary operation, perhaps the most extensive con- 
ducted on a local or regional basis by any private 
organization, and is based on a carefully stratified 
sample of the 40-mile area of which Chicago is the 
hub. It shows not only which items are purchased by 
the families in the panel, but the sequence of pur- 
chase. Thus, if a family makes ten purchases of coffee 
in a month, the panel data shows not only the total 
purchases and the brands bought, but whether 
Brand A, accounting for five of the ten purchases, 
was bought five consecutive times and then aban- 
doned, or whether the five purchases of that brand 
were interspersed with purchases of one or more 
other brands. 

The Tribune agreed to make its panel records for 
the entire year 1951 available for purposes of the 
study, and ApverTisiInc AGE commissioned the 
University of Chicago to do the analysis. The work 
was carried on under the direct supervision of 
Dr. George H. Brown, professor of marketing at the 
university, and immediate past president of the 
American Marketing Assn., who has served as mar- 
keting consultant to more than a score of important 
private businesses, and who was the Tribune’s con- 

sultant in setting up the panel. 

Nine products, showing varying frequency of 
purchase and varied types of brand loyalty patterns, 
have been analyzed by Prof. Brown. They 
garine, which is reported on here; toothpastes, which 
will be discussed in the next in this series; coffee; all- 
purpose flour; soaps and sudsers; shampoos; head- 
ache remedies; concentrated fruit juice; and ready- 
to-eat cereals. 

The Tribune panel data for 1951 embrace com- 
plete returns from 610 families, of which 516 pur- 
chased margarine during the year. Because of phy- 
sical limitations of space, it was decided to make a 
detailed study of each fifth family in the panel, thus 
providing material for a complete “purchase profile” 
of approximately 100 families. Preliminary com- 
parisons of the results achieved from a study of 
every fifth panel family showed that no important 
deviations in purchasing patterns developed, as com- 
pared with the pattern shown for the entire panel. 
Although some slight statistical accuracy has neces- 
sarily been sacrificed in sampling the panel, use of 
100 families allows for physical presentation of a 
complete buying profile for these families (as shown 
in the accompanying full-page tabulation), and for 
easier grasp of the basic findings. 

are mar- 

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a: ae hee ae: dane i — a * GN eines, Meas oe me a OE IR Se Sante ST 

trated in three of the 12 months—Janu- 
ary, October and November. Swanco, the 
favorite during the year, when 
it accounted for 19 of the total of 45 
pounds purchased, was not on the family’s 
shopping list at all in five of the 12 
months, aithough some brand of marga- 
rine bought at least once every 
month. And Nu-Maid, which accounted 
for only 1.1% of total sales in the sample, 
enjoyed a brief honeymoon with Family 
047 during July, August and September 
During that period eight packages were 
used 20% of the family’s total 
yearly consumption. 




® From the standpoint of Allsweet, on the 
hand, Family 142 was well-nigh 

Frequency Distribution of Number of 
Brands Purchased per Family 

Number of Brands Number of Families 


6 18 in proportion 
DB eyikwedus <a 
ares 13 
a 12 
D  ccacealeawenen 16 
5 oan 
*, .16 
awinadeosenen 10 
x — 
$ 3 
AP ee - 
il - 
12 ad 
13 ; 1 

. ‘os 
4 100 in sample 
perfect. It bought 71 pounds of marga- 
Fine during the year—well over three 
Zimes the average purchase—and every 
One of the 71 packages carried the All- 
Bweet name, Family 429 also did hand- 
Bomely by Allsweet, buying 48 pounds, 
but 83 of its total purchases of 172 pounds 
yent to Good Luck, with four additional 
at dividing the remainder. This single 
i nusually large user, even though it split 
4 brands, accounted 
®” very nearly one-third of all the 
yuunds of Good Luck purchased by the 
) families shown in the chart! 
Or look at Family 677, which was men- 
Boned previously. It started out the year 

s custom among Six 

: TABLE 4 
' Families Using Brand at Any Time 
Brand % Brand % 
All Sweet 70 Sweet Sixteen 2 
Parkay 67 Del Farm 2 
Good Luck 54 Supra 2 
Detrich 53 Meadow Gold 2 
Blue Bonnet 31 Friedman 1 
Durkee 30 Taste Rite 1 
Nutley 27 Clover Farm 1 
Nucoa 19 Golden Maid 1 
Swanco 18 Southern Maid 1 
Kevke 9 Blue Ribbon 1 
: Delicia 1 
Eatmore 7 Su-3 
Su-Z-Q . 1 
Nu-Maid 7 Willow Run 1 
Dandy .. 7 Sun Valley 1 
Mistletoe 4 Dawn 1 
Marlene 3 Sunnydale 1 
Mayflower 2 Glacier 1 
Mel-O-Sweet 2 Green Meadows . 1 

Analysis of Volume Concentration of Purchases for Five Brands 

Lbs. per Brand per Category 

Concentration* Allsweet Nutley Good Luck Durkee Keyko 
% % % % % 
Classification Ibs. of 675 Ibs. of 296 Ibs. of 254 Ibs. of 57 Ibs. of 13 
Over 15% 358 «= 53.0 5 127) 8 ) on <a a 
50-74.9% 98 §=«14.5 98 33.1 21 83 -- ie os me 
25-49.9% 126 18.7 133 44.9 146 57.5 16 28.1 -- -- 
0.1-24.9% 93 13.8 60 20.3 74 29.1 41 71.9 13. 100.0 
675 100.0 296 100.0 254 100.0 57 100.0 13 100.0 

*Classified into categories showing percentage of a single family’s purchase ac- 

corded one particular brand. 

with ten consecutive purchases, over a 
two and a half month period, of Sweet 
Sixteen. And then it wandered all over 
the lot: two purchases of Nutley, one of 
Blue Bonnet, one of Nucoa, one of Parkay, 
one of Durkee. Then back to Nutley for 
a single purchase, two more purchases of 
Parkay, five consecutive buys of Good 
Luck, then two of Mistletoe, one each of 
Nucoa, Mistletoe, Nutley, Blue Bonnet, 
Sunnydale, Nutley, Good Luck. Then two 
packages of Durkee, two of Sunnydale, 
one Good Luck, two more Sunnydale, and 
finally two pounds of Nutley. Nine dif- 
ferent brands totaling 42 pounds. And 
even this looks almost like “brand loyal- 
ty” beside the record of Family No. 405, 
which distributed total purchases of 16 
pounds over eight different brands. 

@ It is interesting to note that 43 of the 
100 families making any purchase of mar- 
yvarine during the year made at least one 
purchase of two pounds or more at the 
same time. The chart, in fact, shows eight 
purchases involving four packages at a 

Comparison of Market Shares 
by Per Cent of Volume and 

by Per Cent of Families Sold 
Brand Per cent of Per cent of Ratio 
Volume families 
Allsweet 29.0 70 2.4 
Nutley 12.7 27 2.1 
Good Luck 10.9 54 5.0 
Parkay 10.8 67 6.2 
Del Rich 93 53 5.7 
Swanco 6.4 18 2.8 
Blue Bonnet 5.9 31 5.3 
Nucoa 3.1 19 6.1 
Durkee 2.4 30 12.5 

time, and one involving six pounds. Of all 
the margarine bought by the families 
whose buying is outlined on the chart, 
nearly 38% of the poundage was accoun- 
ted for in purchases of two pounds or 
more at one time. This is at least an indi- 
cation that a price concession or some 
other sales-step-up device might further 
stimulate the purchase of larger quanti- 

@ Although the study was instituted pri- 
marily to trace the purchase pattern of 
or lack of loyalty, the breakdown of mar- 
garine sales for the year 1951 is especially 

interesting for another reason. For the 

first time, the sale of colored margarine 
was legalized in the state of Illinois on 
July 1, 1951, and it is instructive to ob- 
serve the difference in consumption habits 
of the 100 families included in this sample 
during the first six months of the year, 
when margarine had to be purchased 

Classification of Families 
by Percentage of Purchases 
Accorded Brand Principally Bought 

Range of % of families in 
Classification each category 
75 - 100.0% .. a8 
50- 74.9% 26 
25- 49.9% ; 41 

O- 24.9% 3 

Total - 100% and 100 families 
white, and during the last six months, 
when colored margarine was available. 

The most striking fact that meets the 
eye is that 14 of the 100 users shown on 
the chart became users after July 1, while 
only five families stopped being users 
after that date. The “new users” had 
made no purchase of margarine during 
the first six months of the year. On 
the surface at least, this would indicate 
that the legalization of colored margarine 

broadened the market for the product 
@ The 14 “new user” families were, as 

might have been expected, considerably 
below the average in volume consump- 
tion, even when their usage is distributed 
only over the last six months, rather than 
the full year. Together, they purchased 
only 64 pounds—about four and a haif 
pounds each, as against an average of 
about 16.2 pounds for the 79 “old user” 
families who continued buying marga- 
rine during the same six months. 

Introduction of colored margarine also 
increased sales to “old users.” The 84 
families which purchased margarine 
through the vear—or at least made their 
first purchase before July 1—consumed 
978 pounds in the first six months. This 
is an average per family of 11.4 pounds. 
During the last six months the 79 families 
who continued buying all during the year, 
used 1,282 pounds, or an average of 14.9 
pounds per family. 

The shift from white to colored marga- 
rine, while it apparently improved the 
market for all margarine, seems to have 

Advertising Age, June 9, 1952 


The tabulation on the opposite page is 
an actual profile of margarine buying 
during 1951 by every fifth user of the pro- 
duct, as developed by the Chicago Tribune 
consumer panel. 

The column headed “Family No.” is the 
number of the family on the panel records, 
and is shown for identification purposes. 

The column headed “Family Type” is 
a key to race and nativity, owners and 
renters, family size, and income. If the 
first digit is 1, the family is native white; 
if it is 2, the family is foreign-born white; 
if 3, it is a non-white family. If the second 
digit is 1, it means the family owns its 
own home; 2 means it rents, If the third 
digit is 1, it means the family has one or 
two people in it; 2 means it embraces 
three or four people; 3 means it has five 
or more members. If the fourth digit is 1, 
it means the family income is under $3,- 
000; 2 means it is between $3,000 and $5,- 
000; 3 means it is over $5,000. 

For example, Family 076 is native 
white, owns its own home, contains three 
or four people, and has an income of be- 
tween $3,000 and $5,000. 

The remaining columns report the pur- 
chase, by brand and quantity, of margar- 
ine for each month of the year. The first 
purchase each month is shown at the up- 
per left of the space for that month; the 
next purchase is immediately to the right. 
Where more than one line is required, the 
purchases on the second line in any month 
follow those on the first line. 

In all instances the brand names are 
coded with two lower case letters, The 
number of packages bought in one trans- 
action is shown by the digit preceding the 
letters. For example: bb indicates the 
purchase of a single pound of Blue Bon- 
net; 2bb indicates a single purchase of two 
one-pound packages of Blue Bonnet. 

The key to the brands shown is as 


Code Brand Code Brand 

as Allsweet (Swift) my Mayflower (Ar- 

bb Blue Bonnet (Stan- 
dard Brands) 

mg Meadow Gold 

br Blue Ribbon mt Mel-O-Sweet 

ef Clover Farm ms Mistletoe 

dy Dandy nu Nucoa (Best Foods) 

da Dawn nm Nu-Maid 

df Del Farm nt Nutley (A&P) 

de Delicia pk Parkay (Kraft) 

dr Delrich sm Southern Maid 

du Durkee sy Sunnydale 

em Eatmore (Kroger) sv Sun Valley 

fr Friedman ‘(Oak su Supra (Hilbrand) 

gr Glacier sz Su-Z-Q 

gm Golden Maid sw Swanco 

go Good Luck sx Sweet Sixteen 

gd Green Meadows tr Taste Rite 

ky Keyko wr Willow Run 

me Marlene 

had little noticeable effect on brand pref- 

(The next article in this series, to ap- 
pear June 30, will show similar data on 
toothpaste purchases for the year 1951, 
and will point up the differences in brand 
loyalty among purchasers of this product, 
compared with purchasers of margarine.) 

G. D. Crain Jr. Says... 

Maybe Your Products Should Be Better 

In the light of current declines in retail 
sales, especially as they affect appliances 
and some other hard goods, it is interest- 
ing to note that much of the advice given 
to manufacturers and retailers is to the 
effect that better salesmanship and more 
advertising should be called into play 

They are undoubtedly needed, but it 
is probably equally true that design and 
manufacture should be scrutinized in the 
light of the more competitive merchan- 

dising era which seems to be well begun, 
and in the face of the sturdier sales re- 
sistance which is in evidence among a 
great many consumers. They have money 
to spend, but they are not spending it in 
the accustomed volume nor with the usual 
carelessness regarding comparative val- 

If customers want to be shown that the 
merchandise available in the stores today 
is a good buy at the prices at which it is 

offered, then it would seem to be good 
business policy to make sure that in its 
design, manufacture and utility it is all 
that the buyer would like to find. Apathy 
to the goods may be based on lack of con- 
fidence in the immediate future, but pos- 
sibly it is also related to lack of convic- 
tion about the value of the procucts of- 

When the buying splurge which fol- 
lowed World War II got under way, con- 
sumers bought automobiles, household 
appliances and other products, which had 
not been available during the war years, 
with great enthusiasm and in great vol- 
ume. At the time it was often said that 
many of these products weren’t made as 
well as formerly, but they were snapped 
up because they had been scarce, and 

customers were eager to have new cars, 
new appliances and new homes. Maybe 
now they have decided that they are 
again looking for top quality and real 

A consumer remarked the other day 
that some of the equipment in his home 
is nothing more than junk. He referred’ 
to the fact that plastic handles come off 
his appliances quite readily, and that they 
do not stand up in service as in “the good 
old days” prior to the last war. Feeling 
that way, he may not encourage his spouse 
to invest in the goods currently available. 

# A successful advertising agency man, 
who has made a reputation as a good 
merchandiser and adviser to management 
on marketing policies, said recently that 

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Advertising Age, June 9, 1952 

During the Full Year of 1951 

A Protile of Margarine Buying Among 100 Families 

Basic Data from Chicago Tribune Consumer Panel—C hart Copyright, 1952, by Advertising Publications Inc. 

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his greatest problem is getting his clients 
to recognize the need for improving their 
products. He quoted one manufacturer as 
admitting that the line he is offering is 
not nearly as good as the advertising 
which the agency is turning out 

Yet agency changes these days are often 
based on dissatisfaction with the sales 
picture. The copy isn't hard-hitting 
enough, there are no new ideas, and the 
competition is doing a better job. But has 
the manufacturer given the agency the 
materials it needs to work with, in terms 
of new and better products, competitively 
priced, which make an advertising story 
also a real selling story? 

In one field of household products a 
new formula has changed the merchan- 
dising picture in a very short time. The 
leaders in this field been busy 
changing their products to conform to the 
demand evidenced by the success of the 
new offering. One manufacturer has re- 
fused to make this change, which is ob- 
viously demanded by the new competi- 


Salesense in Advertising ... 

tive situation—yet he wonders why his 
advertising is not producing the way it 
formerly did. 

@ Maybe manufacturers have been coast- 
ing so long they have forgotten what a 
real competitive sales situation looks like. 
They have been selling their products 
without much effort, and they have not 
always demanded that their designers and 
production men make them more attrac- 
tive, possessing greater utility, and with 
costs reduced to the point that the cus- 
tomer is given exceptional value. If so, 
they may have some difficulties before 
they realize just what is happening to 

More and better salesmen are undoubt- 
edly needed. Better advertising is likewise 
required to meet the new competition. 
But along with those important contri- 
butions, let’s have more and better prod- 
ucts, whose appearance, utility and price 
are all so attractive that consumer resist- 
ance can be successfully overcome. 

It Takes a Long Time for a Bona Fide 

By James D. WOooLr 

Help Wanted ads in AA and other jour- 
pals of advertising, as we all know, very 

requently instruct job-seekers not to ap- 

ly if their age is past 35 or 40. 

1 believe there are two reasons for this 
One of them is the be- 
lief that advertising 
people, especially those 
in the creative end of 
the work, are receding 
from their peak of pro- 
ductivity at 40 or per- 
haps even earlier. The 
other is the desire of 
the employer to add to 
his staff only individ- 

= O Wee uals who, because of 

¢ youth, are likely to stay with him 

r a long period of time This second 
policy is supported by AA's appalling 
mortality statistic—namely, 57 years as 
the average age of admen at the time of 
their death 

I am not at all certain that this second 
policy is well-advised as a blanket rule 
Some individuals, in terms of their energy 
and creative ability, are old at 35. Others, 
as against this, are at the height of their 
powers at 50 or even 60, and I see no 
reason why such of these ought not to be 
an excellent investment for any agency 
or advertiser for a period of 10 or possib- 

ly 15 years 

® Everything depends on the man; hence 
it is my definite feeling that he should be 
appraised as an individual and not merely 
as a member of an age group. I find some 
interesting comments on this in a book 
that was first published in London in 
1917. This volume, “Originality, A Popu- 
lar Study of the Creative Mind,” was 
written by T. Sharper Knowlson, then 
director of instruction at the Pelman In- 

Wrote Dr. Knowlson: 
average intelligence 
work, or yields his best service, between 
20 and 40. After 40 his powers begin to 

Employers who refuse to hire men after 
40 or thereabouts, as a blanket policy, will 
find comfort in. Dr. Knowlson's words. Or 
will they? Let’s read on, in this same 
paragraph, his qualifying comments: 

“This is not a necessary decline; it is 

produces his best 

man of 

Idea-Man to Fade Away 

not the inevitable outcome of age; his 
brain power loses its elasticity because as 
a rule he takes no pains to develop it or 
even preserve it. The man who is a shade 
or two above the average is determined 
that the fatal 40s shall not find him re- 
laxing his efforts; and it 1s effort that 
keeps him mentally fit when other men 
of the same age begin to lose their grip.” 

® These observations of Dr. Knowlson’s 
remind me of the story, probably familiar 
to all of you, about Oliver Wendell 
Holmes. On the occasion of the chief jus- 
tice’s 93rd birthday he was paid a visit 
by Franklin Roosevelt. 

Mr. Holmes held a big book in his hand 
when he greeted the President. 

“What's that you're reading, Justice 
Holmes?” asked F. D. R. 

Well, it turned out that the learned 
Holmes was reading a huge volume on 
jurisprudence. The President expressed 
his amazement. After all, the retired 
Holmes was 93. 

“You see, Mr. President,” explained the 
brilliant jurist, “I am trying to learn just 
a little more about the law.” 

Dr. Knowlson’s contention that it is 
effort which keeps certain individuals 
mentally fit appears to me to make sense. 
I know literally scores of men in the ad- 
vertising business who, despite their age 
of a half-century or more, continue to 
produce imaginatively at a perfectly as- 
tonishing rate of production. They are 
forever striving to learn “just a little 
more.” Curious, restless, alert, perennial 
students, they believe, like Fred Bonfils, 
that “there is no hope for the satisfied 
man.” Such men age slowly. I have no 
figures to support it, but I suspect that 
such mentally fit individuals as these very 
often live far past AA’s average lifespan 

of 57 

@ It is impossible to prove a generality 
with a handful of specific instances, but 
it is interesting to observe the current 
activities of a few “old men” in the ad- 
vertising and publishing business. There 
is my old friend, Graham Patterson, pub- 
isher and sparkplug of Farm Journal and 
Pathfinder, the same indefatigable ball of 
fire that he was 20 years ago. He is 71. 
There is the equally indefatigable Robert 
R. McCormick whose brain seems to be 

Advertising Age, June 9, 1952 

The Creative Man's Corner... 

Follow These Easy Rules 

Some distant day economists may just possibly attempt to chart the alter- 
nating buyer’s and seller’s markets of our period by the cyclical rashes of 
consumer contests that appear in the advertising pages of consumer maga- 

They may also trace the diminishing value of the dollar—and the growth of 
taxes—by the nature of the prizes offered. Certainly the offer of a prize of 
$10,000 after taxes indicates the recognition of a tax consciousness of wide- 
spread proportions. And the offer of two weeks at a dude ranch in lieu of cash 
gives a decisive clue to the low regard in which sheer money is coming to be 

One aspect of prize contests which may escape the attention of the econ- 
omists, but out of which the anthropologists will certainly make capital, is the 
nature of the problems given contestants to solve. Such as, “Complete in 
25 words or less, ‘I keep (name of product) on hand because’. ..” Or, “Which 
of the following three characters was associated with a house which some- 
body huffed and puffed but couldn't blow down—Jack and the Beanstalk, 
the Gingerbread Man or the 3rd Little Pig?” 

One type of contest that has always appealed to us, as an assumed writing 
man, is the contest that calls for the completion of a jingle. Perhaps this is 
because it represents a challenge to what we like to refer to as our particular 
skill. It may also appeal to us because, in our time, we have heard quite 
a few limericks and consequently find certain word combinations slightly 

For example, Ticonderoga’s limerick—limerick, that is, save for the last 
line, which the contestant must supply—is most reminiscent: 

A writer once said to his mate, 
“My Ticonderogas are great. 
The lead is much stronger, 
The point lasts much longer, 


Any connoisseur of this particular rhyme form will most certainly have 
brought to his mind the young nun from Peru and what she said to the bishop 
about the vicar. 

At least, however, Ticonderoga’s limerick is metrically sound. Jets’ jingle 
must have been written by someone strongly influenced by the free verse 
movement of the ’20s. We quote: 

“Red Ball JETS Sport Shoes by Ball-Band 
Thrill flashing feet across the land, 
They’re streamlined and just right for play 

We have referred to all recognized metrical forms and just can’t identify 
the one used here. We have also looked up a book on punctuation and can’t 
find a single rule justifying the comma at the end of the second line. 


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| operators 
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: . 
If you have a special advertising message—or a last minute offer—of interest to the 5 
20,000 readers of SUPERMARKET NEWS, get it to us on Thursday and it will appear : 
‘a in the following Monday’s issue. 
' _ 
You'll be telling your story to 20,000 readers who are in the $37 Billion food busi- . 

ness—plus the processors and wholesalers who service them. 

MARKET NEWS gives them a newer faster type of news . . . last minute news. . . 

is | Equally important: these 20,000 constitute an intense readership because SUPER- 
| mopar sie ae , : 
vital to their business . . . news you can’t get anywhere else anywhere near as fast. 

We go to press Saturdays, and include last minute items over our wires. The paper 
is off and in the mails the same day. You save at least a week. 

Behind this intensive news power is a world-wide news-gathering organization 
that few daily papers can boast of: 24 branch offices; 350 correspondents; a personnel 
staff of 1600; and modern presses that print 50,000 newspapers an hour. 

There is simply nothing like it in the food industry . . . nothing near as fast or as 
complete. Supermarket News—a national food weekly newspaper. Ad forms Close 
Thursday For Monday’s Issue. Introductory subscription price—$1.00 a year . . . 
$2 for three years. 

Supermarket News 

A Fairchild Publication 7 East 12th Street, New York 3, N. Y. 

Published Weekly 

“Our Salvation Depends Upon Our Printing The News.” 

Women’s Wear Daily Daily News Record Retailing Daily footwear News Men's Wear 

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doing all right in masterminding his em- 
pire. He is 72. There is Stanley Resor, 
the very active head of JWT, who believes 
and practices in his daily work that there 
is no hope for the satisfied man. He is 
72. There is James Webb Young, just re- 
centiy saluted in an article in the Reader's 
Digest as one of America’s foremost idea- 
men. He is 66. There is Roy S. Durstine 
Y who founded his own successful agency at 
a 2 a time when lesser men might be thinking 
of slowing down. He is 66. 

No, a decline in a man’s creative powers 
is not the inevitable outcome of age. 

The Eye and Ear Department... 

What it all nets down to, it seems to me, 
is this: It is not a sensible procedure, as 
a matter of fixed and immutable com- 
pany policy, automatically to turn thumbs 
down on an applicant for the sole reason 
that his hair is streaked with gray. He 
may be a prolific idea-producer, and on 
top of that the maturity of his experience 
may be of immense value. 

Why worry about whether he may not 
be with you 10 or 15 years from now? 
Live and work for today. In this uncer- 
tain world maybe your business won’t be 
here either. Who knows? 

“Tales of Tomorrow” (ABC-TV, Friday 
nights, 9:30 to 10) sort of grown- 
ups Space Cadet—provided, of course, you 
=) aren't too grown up. While the TV screen 
doesn’t always go zooming through in- 

terstellar space, generally something hap- 

r pens that has to do with worlds beyond 
a own—like a ninth planet, so radio- 
active, its rays come through a telescope 

© kill an astronomer who has been trying 

to locate it.. However, not infrequently a 

Bpace ship, returning from an exploratory 

journey into the wild blue yonder, be- 

fomes suddenly alive with a red dust— 

Which previously killed off all the inhabi- 

tants on the planet explored and which 
rill most certainly kill off all the inhabi- 
nts of Earth if the ship ever returns. 

is a 


rath oe. 
ienedaitn cei tiatameae” 

Re The head man, if you're interested, after 
a re rest of the crew had killed one an- 
— ther off, blew the ship up so that all 
= arthlings could retire immediately after 

q “Bhe program with no fears whatsoever.) 

“Tales of Tomorrow,” like “Flash Gor- 
ion, Space Cadet” and ali the comics 
»oks that have to do with space travel, 
ay well presage the arrival of interpla- 
tary cruises, just as Jules Verne’s imag- 
ings presaged the submarine, Wiley 
lost and Pan American. It may also, of 
@urse, be indicative of an unexpressed 

ish on the part of a good many people to 

ot away from their fellow human beings 
and the deluge of problems which their 
fellow human beings create. In any event, 
it’s part of a well-defined trend and Mas- 
land carpets and Kreisler are going along 


for the ride (alternate weeks). 

Just why a carpet company should 
sponsor a program so far removed from 
everyday domestic life provides an idea 
for a plot every bit as fantastic as those 

Out of This World 

Bethel Leslie and Thomas Mitchell, prin- 
cipals in Jules Verne’s “Twenty Thousand 
Leagues Under the Sea,” which was tele- 
cast on ABC-TV’s “Tales of Tomorrow.” 

VERNE ON TV—Here are Nielsen, 

presented on “Tales of Tomorrow.” Is 
this a psychological device for subtly im- 
plying that wool carpets are the coming 
thing, instead of the going thing, as most 
figures on hard vs. soft floor coverings 
seem to indicate? 

Unfortunately, carpet on TV still looks 
like freshly poured concrete or a vast 
expanse of freshly spread cottage cheese. 
The announcer caresses the deep pile with 
loving fingers—and it still looks like 
freshly poured concrete or cottage cheese. 
Mayonnaise, of course, suffers a fate little 
better; mayonnaise looks like heavy ena- 
mel or caulking compound. 

Maybe tomorrow—and color TV—will 
bring a happy solution to this problem. 
But in this present, here-and-now world, 
there are some things that were just not 
made with TV in mind—and carpet is one 
of them. 

Mail Order and Direct Mail Clinic... 

By Wuairr NorrHmMore ScHuitz 
What are the basic requirements for a 
good mail order coupon? There are sev- 
eral. Let’s take a look at them this week 
leg 1. Use An Action Inviting Coupon, 
i If you want your reader to ACT NOW— 
and we all do—you must invite action 
You can do this by spotlighting phrases 
like these: “Mail Coupon for Free Liter- 
ature”; “Send Today for This Free Book”; 
“Check, Clip, and Mail Coupon Now!”; 
“Get The Facts Today”; “Free Details— 
Mail Coupon Today”; “Use This Coupon 
for Your Order”; “This Coupon Will Bring 
You FREE Details.” If you set headlines 
like these at the top of your coupon in a 

Check-List for Coupons 

box, or in reverse, they’ll add punch and 

2. Include 

Be certain to make your key A PART 
of your address so that it won’t be omitted. 
For example, you could key a coupon like 
this: The Jones Co., Room 10HB, 100 Elm 
St., Chicago 90, Ill. “Room 10HB” is your 
key, the key being the 10th month of 
the year, October; the publication, House 

3. State Terms of Your Offer Clearly. 

This is vital. You can avoid misunder- 
standings, rejects and cancellations of 
orders if your offer and terms are clearly 

Your Key in Name and 

stated in your coupon. 

4. Allow Ample Space to Write. 

Don’t crowd your coupon. An extra 
line, or two, often makes the coupon more 
inviting to fill out. You should always 
make it easy and convenient for your 
prospect to answer your advertisement. 

5. Make Coupon Easy to Clip. 

Put your coupon where the reader can 
clip it out without destroying the entire 
page—or your ad! (Repeat business often 
results from ads where only the coupons 
have been clipped, leaving the ad intact. 
And if the company’s name and address 
are in the body copy of the ad, the ad’s 
next reader can still order, or write to 
the company, even though the ad is cou- 
pon-less. ) 

6. Use the Postal Zone. 

Always include the postal zone in your 
address. ‘This speeds your mail. Also, 
it’s good to ask your prospect for his 
postal zone so your reply can reach him 

7. Make the Coupon Stand Out. 

Too often poorly prepared coupons are 
buried in an ad. Coupons should stand 
out. One of the best ways to focus your 
reader’s eye on the coupon is by dotted 
or dash rules around the coupon, 

8. Watch The Size and Shape of the 

Design your coupon so that it’s in har- 

Employe Communications... 

Advertising Age, June 9, 1952 

mony with the layout. Postal regulations 
do not permit the use of coupons occupy- 
ing more than half the page. Remember to 
allow ample space for filling out. 

The coupon illustrated is a good one be- 
cause it contains each of these basic re- 

EXAMPLE—Here’s a coupon (Reader’s Reser- 
vation Certificate), used in a book adver- 
tisement, that contains the basic ingredi- 
ents for action. 

How to Sell the American Way 

By Rospert NEwcoms and Marc SAMMONS 

The plant bulletin board posters have 
been identifying the assorted menaces to 
our freedom for some time now. Awards 
continue to be made to those campaigns 
which are presumed to combat Com- 

munism, and industry leaders are shak- 
ing the rafters with appeals for the pres- 
ervation of the American Way of Life. 
If you would like to know what the 
guys who work with their hands think 
about this stuff, out in the mills and the 

(d) 190%; (e) none of these___ 

The Market Research Question Box 

This is the fourth set of questions and answers for admen, 
prepared by E. L. Deckinger, director of research, The Biow 
Co., New York. Try them—then check the answers on Page 60. 
31. In surveys, theoretically, if the sample is doubled, the accuracy is in- 
creased, most nearly, (a) 40%__ 

-; (b) 90% —; (c) 140%_ 



32. Suppose a reasonably accurate survey in the Bronx shows that 50% 

of Bronx men like lox with their bagels. If this estimate is based on 400 
interviews, then there is about a 2 to 1 chance that the error is no 
more than about (a) 142% ____; (b) 2%% ; @) On......5 @) 
10%_____; (e) none of these___ 

33. The median U. S. income per “spending unit,” in 1950, was about 
(a) $1; (db) M5 (c) SA. _; (dc) $4 ___; (e) none of 

34. A man—with a wife and two children—who earned $5,000 gross in 

1940 needs about how much gross today to match his 1940 spending 
power? (a) $6_ ; (b) S7%___; (c) O.._; (a) $11 ___thow- 
sand; (e) none of these. 

35. Approximately what per cent of married women are in the labor 
force? (a) 9%; (b) 15%; (c) 21% _; (e) none of 

36. The leading beverage measured in terms of total consumer dollars ex- 

pended for it, is (a) milk 
coffee_ ; (e) none of these 

; (b) beer ; (c) liquor. ; (d) 

7. A 50% poster showing in all cities in which billboards are sold, costs 

per month, about (a) $200,000_____; (b) $350,000 
—____.; (d) $1,000,000_____; (e) none of these____. 
Item producing highest profit per square foot in supermarkets usually 
is (a) cigarets_ . (b) baked goods .; (c) produce__.__; (d) 

; (ce) $500,000 

meats ; (e) none of these___. 
39. What per cent of our population is under 20 years of age (1950 census) ? 
(a) 19% a (a HS... (c) 29%; (d) 34%____; (e) 

none of these___ 

In March, 1951, the number of different firms in operation numbered 
about (a) 1; (b) 2 (c)3__._; (d) 4 million; (e) 
none of these 

Answers to Questions on Page 60 

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grows South! 

} a es ans 

Here is the new General Electric Company 
Electronics Tube Plant recently completed 
| at Anniston, Ala., for manufacturing radio, 

television and other electronic tubes. This 
$6 MILLION plant will employ more than 
2,000 people when its 150,000 square feet 
of floor space is fully activated. 

panne. Shee 

“General Electric Company is proud to participate in 
the vigorous growth of the South. Our modern electronics 
iti a tube plant at Anniston, Alabama, is part of a new industrial 
| — a lk expansion that is contributing, through technological ad- 
. ee vances, to the defense of the nation and the standard of 
living of all of its citizens.” 

W. R. G. BAKER, General Electric Vice-President 
and General Manager, Electronics Division 


Se ae Seen 

dominates a market of comparable size. 

| greatly increased production 
Since 1941, the South’s cash farm in- 

facilities, warehouses, branch offices 

“The industrial and agricultural 
progress of the South has been aided 
in no small degree by an ample supply 
of electric power and more efficient 
methods of utilizing this power. 
General Electric’s investment in this 
progress is evidence of our firm belief 
in the vitality and the future of the 

General Electric Commercial 
Vice-President, Atlanta, Georgia 

The SOUTH Subscribes to 




and intensified sales and advertising 
activity, General Electric Company is 
vigorously growing South! As a basic 
part of this healthy Southern expansion 
program, General Electric Company is 
one of the largest users of advertising 
space in The Progressive Farmer, to 
sell G-E products to the rural South! 

The 16 Southern states now have 
2,144,500 electrified farms...46.1% of 
all the electrified farms in the U.S. 
The Progressive Farmer dominates 
the rural South as no other magazine 

come has increased 180.5°7, and its num- 
ber of electrified farms has increased 
255.4%. The Progressive Farmer sub- 
scriber-families are prosperous new cus- 
tomers with countless uses for electricity 
both on the farm and in the home. 

The rural South is the fastest-growing 
big market now available to manufac- 
turers of electrical appliances and equip- 
ment. Another of the many important 
reasons why The Progressive Farmer is 
now The Nation’s No. 1 Farm Magazine 
in Advertising Linage! 

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shops at which this hoopla is aimed, the 
authors of this department are happy to 

provide the fuel for thought: They think 

it smells 

“freedom” has been tossed 
around so carelessly that it has lost its 
shape and meaning. Every canned mes- 
sage in circulation refers to the threats 
to our liberties, and too frequently there 
is the snide working 
sell his country down the river 

@ The word 

innuendo that the 
man would 
for a dollar and five cents 

If these monotonous little 
to have any worth while or enduring value 
to working then their creators 
must descend from their lofty perches and 
talk man-fashion. They must pitch their 
material to local levels, and wipe off the 
morals at the end, since most 
people are intelligent enough to fashion 
their own conclusions for themselves. In 
the strategy of communication with em- 
ployes, many communicators within man- 
agement have a lot to learn. 

One of the most stimulating low-pres- 
sure demonstrations of democracy at work 
is to be found on the back cover of the 
employe journal “Moonbeams,” which is 

sermons are 



Tips for the Production Man... 


issued each month to the factory employes 
of Procter & Gamble. During a recent 
trip to the company’s Long Beach factory, 
Fred Davis of the magazine’s editorial 
staff learned that five factory employes 
owned airplanes. This may be a common 
circumstance in companies, but there has 
been mighty little said about it if it’s 
true. At any rate, Editor Davis and Dick 
Kinstler—-who heads up the company’s 
photography department—arranged for 
the five employes to gather at the field 
for a picture. Kinstler showed them, hud- 
died affably around a map, with their 
trim little planes in the background. 

What impressed the custodians of this 
department was not the fact that five 
people in a company owned planes, but 
that every one of the five is an hourly- 
paid worker. Nobody has a white collar 
job. Nobody has influence. One man is 
an automatic machine operator, another 
is a soap boiler, a third is a slideman. The 
girl is an operator in the packing plant. 
The significant title of the photograph is 
“Ceiling Unlimited.” The editors, with 
heart-warming restraint, make no men- 
tion of the American Way. It wasn't 

; I Remember Cheltenham 
Or: Are the Old Type Faces Really Dead? 


Now ao we start, let’s get one thing 
traight: I, personally, don’t like Chelten- 
am as a type face any better than you 
@o. ‘This venerable type design is only 
a myth to the newer generation, but it is 
ver ry much of a vivid memory to those 
Who worked with types back in the early 

} Every printer had Cheltenham. It was 
&s necessary to his craft as a proper initia- 
on into printing via type lice. He not 
= had Cheltenham. He had it in light, 
medium, bold, extra bold. He had it in 
extra condensed, in condensed, in regular, 
and in extended. Plus a complete range 
of italics in all the foregoing 

If you knew the magic word “Chelten- 
ham” you were in like Flynn, typographi- 
cally speaking 

s I concluded a recent discussion of typog- 
graphy by saying that it is not so much 
what type face you choose, as how you 
use it, that makes typography good or bad. 
And I cited Cheltenham as a case in point. 
Since that moment I have been Chelten- 
ham conscious. As I walked out of the 
Marshall Field & Co. dining room where 
that meeting held, I noted, while 
waiting for the elevator, a perfectly stun- 
ning poster about Field’s 100th birthday 
celebration, all done in Cheltenham. 
Since then I have been noticing Chelten- 
ham used a great deal, and by some pretty 


smart national advertisers and by success- 
ful advertising agencies. It may be part 
of the rebirth of the use of some of the 
types of yesteryear. Inland Printer recent- 
ly carried a story on type collecting. It 
seems the antique bug has typographers 
in its grip. They go around peering into 
type cases in country weeklies and old- 
time print shops, and buy up the fonts. 
Nice pastime, and many of those old types 
have a certain flavor that fits into modern 
copy or mood situations. 

® So, if you can’t afford one of those old 
time gas buggies, try type collecting. Costs 


But back to Cheltenham. I have noted 
liberal sprinklings of Cheltenham in dis- 
play sizes in ads of Goodyear-Englander, 
Pillsbury pancake mix, Thor washer, 
American Gas Assn., and others. 

Whatever may or may not be said for 


New 3-Layer Comfort 
and Firm Support 

You Need All Three 
for Healthfal Rest 



(awe X-ray pectare below 

Guaranteed for 20 Years 

| The X-ray Proves Englander is Right for You Be 

Pnglander pent two yaar to develop a way to X-may & 
living model on ite ensemble. 
& gaoing Se Kray. inding ah 

ON THE REROUND?—Portion of a spread in 
Life by Goodyear-Englander. The top 11 
lines (with the exception of lines one and 
six) are set in version of an old 
friend, Cheltenham Bold. 


“Chelt” from an aesthetic point of view, 
it was a durable face. Its sturdy, nearly- 


those old handset days. 

Advertising Age, June 9, 1952 

serifs could take a pounding in hibernate for a time. 
Its letters are 
and designed for easy 

open, take Caslon, if you please! 

...And the Home of the Brave 

This is an age of baby-sitters, 

Of TV puppets and postwar jitters, 

Of outdoor grills and precious cooks, 

And everybody writing books. 

This is an age of Bob and Bing, 

Of sweet and low in lieu of Swing, 

Of Rita H., and Ali Khan, 

“The King & I,” and Hopalong, 

Of pseudo-psychiatric quacks, 

Of sloppy sweaters and tartan slacks. 

This is an age of high-priced beef, 

Of jet propulsion—the Super Chief; 

A mounting surtax for millionaires, 

Atomic subs and royal heirs, 

Of frozen. foods and plastic bars, 

Electric blankets and foreign cars. 

This is an age of strikes and fads, 

Of dames and claims in cigaret ads, 

Of reader preference and exposes, 

Confirming how advertising pays. 

This is an age—you may deduce, 

Of pre-fab homes and Quonset huts, 

And women sporting “poodle” cuts. 

Of “Cry” and “Why,” and “Dance Me Loose,” 

This is an age of special skills, 

Of aureomycin and vitamin pills, 

Of investigations and Marshall Plans, 

And Presidential also-rans. 

This is an age of ulcers—nerves; 

Phony figures—synthetic curves, 

Of comics books and toeless shoes, 

And hourly rates and union dues. 

This is an age of ranch-type homes, 

Of diesel trains with Vista Domes; 

Of give-away shows on the radio, 

And Russian delegates saying “No!” 

For what the ’forementioned may be worth, 

This is “The Greatest Show On Earth.” 

And this is the age on which we'll gaze 

And fondly call, “the good old days.” 


Director of Advertising, First National 
Bank of Cincinnati. 



Answers to Questions on Page 58 

{a). Selection of sample elements being assumed to be completely “random,” 
survey accuracy increased with the square root of the number of cases. Hence, 
doubling the sample would improve the expected accuracy by (2%—1)100, or 41%. 

(b). “Standard deviation” is estimated from the well-known “p-q” formula (pq/n)%% 
where “p"’ may be thought of as the per cent saying ‘“‘yes” on a given question, “q” 
the per cent saying “‘no,”’ and “‘n” as the number of persons in the sample. A range 
of one standard deviation about an average per cent—here 50%—includes roughly 
two-thirds of all sample cases. 

33. (c). $3,000, according to Federal Reserve Board surveys. This compares with a $2,300 
average for 1946—when there were fewer spending units in existence. Bulletin dated 
August, 1951 

34. According to the Committee for Constitutional Government, the $5,000 income paid 
$75 tax. In 1951, $11,203 gross income paid $2,033 tax, leaving $9.70—which, corrected 
for purchasing power losses, comes down in 1940's net to about $4,925. 

35. (d). As of April 1, according to the census, there were 38,124,000 female balls and 
chains (two-thirds of our 56,991,000 14-and-over females), and 10,182,000 were work- 
ing, which is 27%. 50% of the nation’s 111,915,000 persons 14 years of age and over 
were “gainfully” employed. 

36. (a). Importance of items, in terms of consumer dollar expenditures, is in the order 
given. In million dollars of consumer expenditures, the leaders are: 

Fluid milk $4,800 
Beer 4,380 
Liquor 3,870 
Coffee 1,918 
Soft drinks $1,248 
Wine 570 
— juice 444 
Tea 153 
Source: Food Topies, Sept. 3, 1951, estimates for year 1950. 

37. (b). $373,000, for 16,297 regular and 1,831 illuminated panels, covering 100,800,000 
population—according to NOAB “Report #4.” 

38. (a). For example, in a Progressive Grocer study in seven Providence supermarkets, 
cigarets produced $59 per square foot profit, to $23 for dairy products, next highest 
per square foot profit item. Baked goods were rated at $9, meats at $8, and produce 
at $5. 

39. (d). 51,658,000 out of our 150,697,000—with the biggest share being the small fry 
under 5—16,324,000 (11%). 

40. (d). According to the Office of Business Economics, U. S. Department of Commerce, 
there were 4,007,000 different firms in operation as of March 31, 1951. There was a 
9-10% mortality, with 365,000 firms discontinuing, and 398,000 new ones moving in, 
during the preceding 12 months. 

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Old type faces never die, they ysust 

But I still don’t like Cheltenham. Pl 

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Advertising Age, June 9, 1952 

Sales Execs Told 
How to Reach Top 

San Francisco, June 3—The 
American Institute of Manage- 
ment has some tips for sales ex- 
ecutives who want to “reach the 

Jackson Martindell, AIM presi- | 

dent, outlined the road to success | 
in his talk before the National 
Sales Executives convention. He 
said that in nominating candidates 
for “Who’s Who in America” and 
“Who's Who in Commerce and In- 
dustry,” the AIM selects business 
men “on the basis of probity, abili- 
ty and industry.” 

Mr. Martindell reported that the 
big stumbling block for most sales 
executives “is in the area of 
trained ability.” How can one im- 
prove his ability? Mr. Martindell 
said the AIM recommends that 
sales executives should: 

1. Live near the top officers and direc- 

2. Spend recreation hours with the same 
social circle as the top officers and di- 

3. Cultivate the same cultural interests 
as the top officers and directors. 

4. Maintain substantial civic activities. 

5. Be interested in all phases of busi- 

6. Read both general business books and 
the classics. 

7. Learn to make friends with, and 
utilize the abilities of, the capable—not 
the servile. 

8. Be interested in helping others ad- 

9. Be ever receptive to new ideas of all 
kinds. | 

10. Recognize that persuasiveness is/| 
needed to a less degree in administration | 
than in selling—don't oversell yourself. | 

San Francisco, June 3—Armand 
J. Gariepy, sales consultant for Pan | 
American Airways, believes good 
salesmen are made, not born. 

Mr. Gariepy told the National 
Sales Executives convention last 
week that too many sales managers 
look for extroverts and ready made 
men instead of using psychology to | 
motivate their sales force. | 

According to Mr. Gariepy, man- 
agement must instill in salesmen 
“solid reasons to believe in them- 
selves.” This can be done, he said, 
by looking for the following sub- 
conscious motivations “on the fore- 
heads of everyone we meet”: 

1. The subconscious desire to be- 
come more adequate. 

2. The subconscious desire to re- 
ceive recognition. 

3. The subconscious desire to 

“Room 280 + Insurance Building +. Omehe 


possess things—wealth of all kinds. 

After recognizing these motiva- 
tions, continued Mr. Gariepy, the 
task of “moving men to want to do 
more—to surrender to their ob- 
jectives—to propell themselves 
above the averages, is in my opin- 
ion—purely a matter of developing 
in them (1) belief they are men- 
tal giants and (2) the will to do it.” 

ABC Papers Lead in Study 

The 18-company readership 
study initiated by McGraw-Hill 
Publishing Co. early in 1951 (AA, 
May 7, ’51), revealed significant 
information on the status of Audit 
Bureau of Circulations papers, ac- 
cording to the current newsletter 
of Associated Business Publica- 
tions. “In the 28 fields explored,” 
it is pointed out, “an ABC business 
paper led in 24, a Controlled 
Circulatien Audit paper in 2, 
a paid (not AC) in 1, an asso- 
ciation paper (not AC) in 1. Sec- 
ond choices: 20 ABC, 13 CCA.” 

CAB Okays Airlines Merger 

The Civil Aeronautics Board 
has approved the proposed merger 
of Braniff International Airways, 
Dallas, and Mid-Continent Air- 
lines Inc., Kansas City, subject to 
review and execution by the boards 
of the two carriers. The deal is 
expected to be completed by the 
end of July. One and one-half 
shares of Mid-Continent common 
stock will be exchanged for one 
share of Braniff. R. J. Potts-Cal- 
kins & Holden, Kansas City, is 
the Braniff agency and Creative 
Advertising, Kansas City, and Val- 
entine-Radford, Kansas City, han- 
dle Mid-Continent advertising. 

Weinman Joins Friedman 

Dee Weinman, formerly with A. 
Weinman Co., has joined Leon A. 
Friedman Advertising, New York. 
Gerry Nufoam Co., maker of foam 
rubber products, has appointed the 
agency to handle its advertising. 
National magazines, business pa- 
pers and direct mail will be used. 

ef fectiv stri 


we do a mighty fine 

job of rapid and 

of radio releases 
and news mats..... 


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e Advertising Age, June 9, 1952 


| wa 

PILOT TULIP SHOW—When Holland Furnace Co. recently spon- dent of Holland Furnace; E. H. Moss (second from right), Hol- 
sored the Holland, Mich., Tulip Festival on a CBS national hook- land ad manager, and Phil Stewart (right), account executive of 
up, Dan Seymour (left) and Arlene Francis led the ceremonies. Roche, Williams & Cleary, Holland’s agency. Holland will spon- 
Here they are shown with P. T. Cheff (second from left), presi- sor Arthur Godfrey on his new CBS Sunday afternoon show. 

PARTYGOERS—Rita Franklin, left, and Anne McGovern, both of McCann-Erickson, 
joined Charles E. Klein, treasurer of the Chesebrough Mfg. Co., in celebrating the 
15th anniversary of the “Dr. Christian” show (CBS) at a party in New York. 
Chesebrough has sponsored the program for 15 years. 

gall on mam 

: a7 TAMPAX 



ae ey ermesas woes 


ower Moe: cary 


oS! 39 


x) att en 

‘>> soem so rms soOraDs sOOD0R 

aa id 

LOGICAL—Einson-Freeman Co. says it's 
only logical “that Miss America (gen- 

ALWAYS WORKING—When Francis D. McKeever’s car comes around a corner, erically speaking) should eventually ap- 
dealers know what for. In case they forget, the license plate on the Park & Tilford pear in advertising directed to herself” 
salesman’s car reminds them that he’s selling Vat 69 Scotch. Mr. McKeever is at as demonstrated in this color display it 
left. Squatting at right of the display bottle, which is not a permanent fix- did for Tampax Inc. 

ture, is Dan Lind, New Jersey sales manager. 

TATE ALLOWS IT-—Oregon liquor laws don’t allow the word “beer” in any signs. 

‘brew’ isn't barred. So Sicks’ Brewing Co. can advertise its new beer, Brew 

with neon signs and as above on its Portland sales office building. Sicks’ has 
launched its biggest drive for Brew 66, via James Emmett Advertising. 

JR. ADWOMEN HONORED—Winding up the year with a bang, Chicago’s Junior 
Women’s Adclub received an award from the Cerebral Palsy Institute for its work 
this winter helping to publicize the institute’s fund-raising campaign. Shown here 
accepting the “Oscar” from Clarence J. Connelly, executive director, ore (from left) 

AT LONDON HDQ.—Attending the opening of McGraw-Hill House, new head- 

quarters in London of McGraw-Hill Publishing Co., were (from left) Col. Willard COTTAGE CHEESECAKE About to taste Jane Ellen Murray, J. Walter Thompson Co., adclub president; Rachel Ciavorella 
Chevalier, executive v.p.; Eugene Warner, v.p. and general manager of McGraw- some Sealtest cottage cheese is Barbara Needham, Lovis & Brorby, over-all chairman of the project, ond Beverly Smith leo 
Hill International Corp.; Curtis W. McGraw, president of McGraw-Hill Publishing Curlee, who's helping promote a $50,000 Burnett Co., who was chairman of TV for the drive ‘ 

Co., and Arie van Goor, managing director of the London office. Sealtest cottage cheese jingle contest : j 

running through June 29. 

SHAWNEE-ON-DELAWARE—Only moderately serious about their game during an off-moment at the Na- match is Richard S. Kline, general manager, Gardner Publications. Down to business, H. E. Cassidy, ex- 
tionol Business Publications a week ago in Shawnee-on-Delaware, Pa., are Carroll Buzby, v.p., Chilton Co.; ecutive v.p., McCarty Co., addresses a session as Harold Wilt (left), director of trade and technical 
Marshall Haywood Jr., president, Haywood Publishing Co.; Bill Chopman, general manager, Medical Eco- media, J. Walter Thompson Co., and Arthur King, King Publications, listen thoughtfully. Later, Mr. Cassidy 
nomics, and Leonard Tingle, president, Butterick Co. Holding the big trophy he won in the annval NBP (left) relaxed with H. H. Kynett, president, Audit Bureau of Circulations, Messrs. Buzby and King. 

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on rere 


Advertising Age, June 9, 1952 

Department Store 
Profits Hard Hit 
in 1951: McNair 

CAMBRIDGE, Mass., June 3—De- 
partment store profits during 1951 
suffered more severely than those 
of almost any other important type 
of business, according to Malcolm 
MeNair, Lincoln Filene professor 
of retailing at Harvard Business 

Addressing the controller's con- 
gress of the National Retail Dry 
Goods Assn. last week, Mr. Mc- 
Nair said that, despite optimistic 
predictions in January, consumer 
eagerness to buy cooled off rapid- 
ly after February. 

Dollar sales for the year ending 
Jan. 31, 1952 were up 1.7%, as 
compared with a 6.4% increase 
the preceding business year, he 
noted. The percentage cost of do- 
ing business also rose 1.05% of 
net sales. 

@ Mr. McNair blamed heavy mark- 
downs caused by injudicious ac- 
cumulation of merchandise stocks | 
for “eroding the profit base.” | 
Stringent price controls impaired 
the initial mark-on, he added, 
making management helpless to 
counteract either the rising ex- 
pense ratio or the augmented 
markdown burden. | 

The combined effect of heavy 
markdown and price controls led 
to a drop in net sales gains from 
6.85% in 1950 to 4.55% last year 
(both before taxes). 

After taxes, department store 
earnings last year were the low- 
est since 1938, Mr. McNair said. ' 
amounting to only 2.3¢ per sales 
dollar. A final net profit of 4¢ per 
dollar is a “reasonable” goal for 
department stores to shoot at, he 
estimated. | 

But this goal has been achieved 
or surpassed only five times in the | 
last 17 years, he added, warning 
that the figures he had cited in- 
dicate the dangers besetting the 
economic health of department 

KNXT Offers 45% Discount 

KNXT, Los Angeles CBS-TV 
station, has initiated a 45% dis- 
count for advertisers using nine or 
more daytime spots per week. 
Basic hourly rates remain the 
same, but the station has added a 
new time classification—Class D 
($300 an hour)—from sign-on un- 
til 12 noon. 

No. 4 in a Series 

Vweng Mla 

And... it’s door-to- 
door, shore-to-shore. 
That means a wealth @ =F 
of experience in mov- \ 
ing people everywhere. LA =, ~ 
All. . . this experience 
is at your service, your removal, 
whether it’s across the street or | 
across the nation, will be made | 
safely, and quickly. 
Yes Sir... for the best in moving 
service, contact your nearest Na- 
tional office or agent—refer to ycl- 
low pages of your telephone book. 
con AMO 





| Start TV Film Company 

| Reuben R. Kaufman has re- 
| signed as president of Snader Tele- 
|scription Sales, Hollywood, and 
has formed a new company with 

|W. Lee Wilder, for the distribu- 
'tion and production of television 

films. The new organization will 
headquarter at KTTV, Los An- 

geles. Offices will be set up in/a v.p. John 

Chicago and New York. Produc- 
tion soon will begin on “Galla- 
gher’s Travels,” quarter-hour com- 
edy series; “Adventures in Story- 
land,” quarter-hour series of fairy 
tales and legends, and a musical 
program, “Musical Americana.” 

‘Tavern’ Promotes Hodgkin 

Eileen Hodgkin has been pro- 
moted to editor and associate pub- 
lisher of Tavern, published by Age 
Publications Ltd., Toronto. She 
has been with the magazine since 
it began. 

Names Gottschall Editor 
Edward Gottschall, former man- 

aging editor of the Graphic Arts 

Production Yearbook, has been ap- | 

| Otis Elevator Boosts Three 

Three top-level personnel 
changes have been made by Otis 
Elevator Co., New York. Arthur 
Lundeen is retiring as v.p. and 
general zone manager. Emmett W. 
Hines, formerly general service 
manager, succeeds Mr. Lundeen as 
zone manager and has been elected 
F. Lawson, formerly 
assistant general service manager, 
succeeds Mr. Hines. 

| Appoints Morey, Humm 

Handmacher-Vogel Inc., New 
| York, has appointed Morey, Humm 
& Johnstone, New York, to handle 
| national and business paper adver- 
tising for Handmacher wools, Wea- 
thervane suits, Suitmakers and the 
Sportleign Hall coat division. Na- 
tional service and fashion maga- 
zines, newspapers and Sunday sup- 
plements will be used. Irving Ser- 
|wer Advertising is the previously 
listed agency. 

].M. Mathes Moves June 9 

J. M. Mathes Inc. has moved to 
260 Madison Ave., New York. The 

pointed editor of Art Director &| agency occupies the 14th and 15th 

Studio News Magazine. 


‘Companion’ Reaches High 



Rutter Promoted to A.M. 

Companion Andrew Rutter Jr., formerly 

reached a new high in circulation— eastern Canadian sales manager of 
4,362,751 copies—in the first quar- Quaker Oats Co. of Canada, Peter- 

ter of 1952, according to the Audit borough, Ont., has been promoted 
Bureau of Circulations. to advertising manager. 


"| sincerely believe that volume sales result from planned advertising. 
For example, in a recent merchandising campaign we planned to sell 
100 ‘famous brand name" electric food mixers. We spent 85% of 
our advertising budget in the Sioux City Journal and Journal-Tribune 
newspapers because we were sure that we could 
blanket Sioux City and Sioux City retail trade area* 
with Journal and Journal-Tribune circulation. Result: 
127 mixers sold, many new satisfied customers and 
an award from Brand Names Foundation for an 
outstanding retailing job!" 

These are the words of Rudy Schindler, prominent 
jeweler and business man in Sioux City, lowa. Sioux 
City is located in the heart of the rich midwest, is 
the third largest stocker feeder market in the nation 
and rates third highest in total cattle receipts. 
*Sioux City A.B.C. Retail Trade Area (49 counties in lowa, 

Nebraska, South Dakota, Minnesota.) Population—8!8,400 

“Buy Minded” People. 



Case Study Shows: 


PROJECT: To determine the relative readership 
between editorial and advertising matter. 

there is a direct relationship between the reader- 
ship of a publication’s editorial matter and its ad- 
vertising pages. 

PROCEDURE: A questionnaire directed to alter- 
nate names on a mailing list of the metalworking 
industry was divided into three equal groups. Let- 
ters were identical except for the question asked. 
Group A was asked: “‘What metalworking publi- 
cations do you read regularly?” Group B: “In 
what metalworking publications do you read the 
advertising most thoroughly?” Group C: “Of the 
metalworking publications you read, which pro- 
vide you with the most helpful editorial material?” 

RESULTS: As shown on the accompanying chart, 

CONCLUSION: A company which puts its adver- 
tising in a publication known to have top quality 
editorial matter may expect high readership of the 
advertising pages. 

* * 

A complete report of the above study is contained in 
our Research Department's Laboratory of Advertising 
Performance Data Sheet 41060. If you want facts re- 
garding this or other subjects related to business paper 
advertising, ask your McGraw-Hill man. 




Percentages exceed 100% as some men read more than one magazine. 



@ 330 WEST 42nd STREET, NEW YORK 36, N. Y. @ 



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ploying efficient services 

200 E. Illinois St., 


Effective results and savings in BOTH advertising and 

circulation prometion are available to publisher em- 

poper promotion manager. Background in marketing, 
food, homefurnishings, public relations fields. 39. MBA 
U. of Chicago. Marine major returning from service. 
Will direct BOTH advertising and circulation promo- 
tion for $6600 a year. Box 163, 



of this top-level business 

Chicago 11, Ill. 



Preceding publication date. Display classified takes card rate 

column inch. Regular card discounts, 

90¢ per line, minimum charge $3.60. Cash with order. 
lines (maximum—two) 30 letters and 
Per line. Add two lines for box number. Deadline Wednesday noon 12 days 

Figure all cap 
spaces per line; upper & lower case 40 

size and frequency, apply on display. 

Increased production facilities call for ex- 
panded sales staff. Highly successful AD- 
STIK, the miracle plastic sign offers ex- 
cellent opportunity for representation in 
selected cities. Send complete details of 
background and area cover 
801 Second Ave., New York 17, N. Y. 
All types of positions for men and women. | 
185 N. Wabash FR 2-0115 Chicago 
Excellent opportunity to assume editorial 
and sales responsibilities for 46 year old 
national trade magazine. Experience 
should include work in publishing, ad- 
vertising, pub. relations or sales promo- 
tion. Sales ability and experience impor- 
tant! We want some one who can write 
logical, readable copy, can assume execu- 
tive responsibility, and can sell. You 
would locate in midwest city of 75,000 
pop. (15 Min. to the office from city 
limits!) This operation is growing, and you | 
can grow with it. Write and include per- 
sonal data, references, and recent photo. 
200 E. Illinois St., Chicago 11, Ill. 

Information for Advertisers 

.. 4367. The Railroad Market. 


Modern Railroads offers a con- 
fise but comprehensive NIAA-type 
*Market and Media File,” covering 
Bistory and background, market 
Bnalysis, circulation history and 

ylicies, type of readership, edi- 
- history and policies, special 
Bervice, etc. 

o. 4369. Beer Facts about Phila- 

The Philadelphia Inquirer offers 
new booklet, “Malt Beverage 

istributors,” giving route lists 

r the counties of Philadelphia, 

ucks, Chester, Delaware and 
ontgomery—broken down as to 
h-state and out-of-state licenses. 
he booklet also lists distributors 
1d provides a digest of the malt 
-verage laws. 

o. 4370. Study of Quality Mar- 

The New Yorker offers a new 

Markets for 
which pro- 

ok, “The Primary 

Quality Merchandise,” 
vides a guide with which to 
check sales potentials. The study 
shows where the most profitable 
sales are to be made and, by con- 
trast, where sales are costly. is 
designed especially for the manu- 
facturers of quality merchandise, 
and shows that there are 47 mar- 
kets primarily worthy of their at- 

No. 4371. New Developments in 
Swine Raising. 
“Trends in the Swine Indus- 
try” is the theme of Breeder's Ga- 
zette’s special June issue, telling 

of developments since the discov- 
ery of the Animal Protein Factor 
four years ago, the new synthetic 
sow'’s milk, the growth of pig 
hatcheries, the use of new labor- 

saving devices for feeding and 

watering hogs, the use of the cen- | 

tral farrowing house, etc. 

No. 4372. Farm Markets Analyzed. 
“Farm Market Data Book” is an 
exhaustive new offering by Coun- 
try Gentleman, covering number 
of farms, farms selling products 
valued at $4,000 and over, autos, 
trucks and tractors, farms with 
electricity, value of farm land and 
buildings, value of farm products 
sold, etc. Brief media data rounds 
out the picture. Maps and statistical 
tables by counties make for easy 
No. 4373. Travel Habits of High 
Income People. 

This is a detailed study on va- 
cation, pleasure and business trav- 
els of U. S. News & World Report 
subscribers and families within the 
U. S. and abroad. It includes cross- 
tabulations on where people go by 
where they live, as well as cross- 

tabulations by income levels. In-| 

cludes special analysis of families | 

vacationing for two months or 

No. 4358. How to Get Free Photos. 

In the spring edition of Mead 
Corp.’s “Better Impressions” there 
s, among the usual stimulating 
material, a list of sources from 
which free photographic material 
may be obtained. 

No. 4363. The Ohio Valley Market. 
Celebrating its 50th anniversary 
in outdoor advertising, Smoot Ad- 
vertising Co., serving the Parkers- 
burg-Portsmouth area, offers a 
new illustrated book, “The Miracle 
of the Ohio Valley,” giving gen- 
eral market statistics and informa- 
tion on the company’s services. 

Note: Inquiries for the items listed above will not be serviced beyond July 21. 


200 E. Illinois St., Chicago 11, Ml. 

—please print or type) 

Readers Service Dept., ADVERTISING AGE 

Please send me the following (insert number of each item wanted 

| ee eeeeeeneeee Teen eeeeeeeeeeer 
DORIA cacerscovecsseresescsssorscscsscsosnsecsssennssnssasnsetenenecunsecsesssessoonneneons TONE cencenemvenmsnennseessatnnsiiet 
SEAAPAINY oasnncnecsesscincescscesciosscrssesnsscessocenssscsseecnessssesssaseces 
DIB oeccccecsnsassvsserese svessssnsessesenevesssenstmentnstencpsoonscosnse 

city & ZONE ~STATE 


Editorial Artists 
| Promotional 
| Medium-sized midwestern agency desires 
Art Director to supervise and work on 
national accounts possessing consumer, 
| agricultural and industrial background. 
| Must have excellent creative layout abil- 
ity. Finished illustration ability desirous 
but not essential. Write Box 5128, giving 
background, salary requirements and ar- 
range for submitting samples of work. 

200 E. Illinois St., Chicago 11, Ill. 




209 S. State St. Ha 7-2068 Chicago 
PROMOTION MANAGER: Experienced, to 
manage busy department in highly suc- 
cessful middle western publishing organi- 
zation. Must be fluent writer, able to 
produce under pressure and to supervise 
staff. Knowledge of media sales promotion 
and agency operation essential. Tell all 
about yourself in first letter. 


200 E. Illinois St., Chicago 11, Ill 



National metalworking publication seeking 
capable editor with thorough knowledge 
of production methods and tooling. Back- 
ground should preferably include engi- 
neering education, p-actical industrial ex- 
perience, proficiency in writing and edit- 
200 E. Illinois St., Chicago 11, Ill 
We have attractive positions for men 
and women in Advertising and Publishing. 

176 West Adams Ce 6-3178 - Chicago 

more responsibility in media, agency, dis- 
trib., or mfg. Long adv., media, p.r., dis- 
trib. exp. Coll. grad. Relocate. $10,000. 

801 Second Ave., New York 17, N. Y 

seeks | 

agency seasoned, have a “feel” 

Advertising Age, June 9, 1952 

may fit you 
The man we want will write, 

of $12.00 per ond later take full control of, 

accounts that are leaders in their 
industrial fields. The faster he 
learns about construction and 
material handling machinery, 
the sooner he will rise to top 

_responsibilities with commensu- 

rate salary, bonus, provision for 
stock participation and retire- 
ment income. 

| This is an exceptional opportu- 
nity with long-established Ohio 

agency. If you are under 40, 

WOMAN WRITER exp. women's fashions for good copy, good merchan- 

and home furnishings. Now adv. 
large midwest specialty shop. Know ledge 
layout and production. Must return to 
home city, Chicago. Seeks positions at 
reasonable salary. 


200 E. Illinois St., Chicago 11, Ill. 

dising, and the selling idea be- 
hind the nuts and bolts, you can 
make yourself very valuable— 

DIRECT MAIL SPECIALIST - has had na-| and well paid. Write freely; our 

tional recognition for his productions. 
Creates advertising that sells. Fully ex- 
perienced in all phases of advertising, 
promotion and sales. Will go any place in 
U.S. for challenging job as account exec. 
with agency or creative printer. Must be 
able to work towards a $15,000 income. 


200 E. Illinois St., Chicago 11, Ill. 


staff knows about this ad. 

200 E. Illinois St., Chicago 11, Ill. 

ADV. & SLS. PROM. MGR. 8 yrs. in biz. 
age 30, employed. National and local 
level Adv. Organize dept. Creative, pro- 
duction, execution, complete adv. cam- 
paigns coordinated in all media. Back- 
ground: Retail mkt. Industrial mkt. 


200 E. Illinois St., Chicago 11, Ill. 


with unusual experience as agency A.D. 
and top layout for studio and agency. 
Proven capable of successful organization 
from ideas thru finish art. Available 

soon to one who can use these unique 
capabilities as ad mgr. or creative art 


200 E. Illinois St., Chicago 11, Ill. 
experienced with agencies, chains, manu- 
facturers. Interested in either full time 
position or on consultant or fee basis. 
Have staff to carry out field work 


801 Second Ave., New York 17, N. Y. 

Tired of high pressure - tight deadlines - 
hectic hours - unreasonable clients? Here 
is a TOP ART JOB that offers relief from 
MANUFACTURER - one of top ten in in- 
dustrial advertising - needs experienced 
supervisor for art staff to create layouts 
for ads and sales literature. tated in 
midwest. A good place to live. A good 
place to work. Security. Calm, congenial 
surroundings. Send resume of experience, 
educational training, age, and salary re- 
quirements. Samples, too, if possible. 


200 E. Illinois St., Chicago 11, Ill. 
Nationally known Typographic organiza- 
tion wants to employ a top notch sales 
representative in Chicago; one who knows 
type, and has experience selling quality 
typography. Salary, retirement benefits. 
All replies held in strict confidence. 


200 E. Illinois St., Chicago 11, Ill. 

Good Production experience. $4,000 
200 E. Illinois St., Chicago 11, Ill. 

OPPORTUNITY for free-lance indus. 
Acct. Exec. to join one-man agency or 
One-man Agency desiring to lower over- 
head. Write 

200 E. Illinois St., Chicago 11, Ill. 
Well established newspaper representative 
firm, foun in early 20's. Good list 
of fine newspapers. Owner Retiring—em- 
ployees know of this ad. Terms—one third 
cash, balance over 10 years. 
801 Second Ave., New York 17, N. Y. 
Your envelopes addressed from Direct 
Mail list for 1¢ per name! Write: 
Letter Shop, Peoples Bank Blg., Canton, 0 

Established West Coast Sales & Factory 
Representatives have opening for 2 more 
Class A accounts. 

The Winard Co., Dept. A 
6000 Sunset Blvd., Hollywood 28, Calif 



Nationally known producer of highest quality 
vertising material has opening 

et plate department, comp 

Features an outstanding 
sta’ Beautiful modern plant 
er «? operation for great 
; financial rating. Open terri 
t S _ available ctive pensatior 
plan Replies confidential. Our people know 
of this ad. Write x 173 

Advertising Age 


If you're creative in copy and promotion; are! 
research-minded; a college graduate; have 
agency experience; and can be persuasive and 
at ease with clients, we offer you a top-notch 
chance to give your abililty full scope at an 
excellent salary. 

We are one of the larger, more progressive 
agencies in Toronto, serving many important 
national accounts. Besides congenial working 
conditions among young-in-years people, you'll 
benefit by generous pension, hospitalization, and 
holiday plans. Our people know of this adver- 
tisement. Write in detail a to: Box 167, 
801 Second Ave., New York 17, » A 

now available. Seeks ch allengir AE opportur tty with 
manufacturer of package: on 
years versatile experience in 
ing all phases of 

Presently supervise million dollar appropria 

tion. Thorough knowledge of creation, production 

lacement of media including newspapers 
posters, etc. Also 

mai! literature 

initiate and follow through on 

tatir < pre 

motions: premium ote le sales, tie-tr 
red combination sales, coupe te. Know 
market research and package Govetencnsie Age 32 
family man college trained. 
Rox 171, Advertising Age 
801 Second Ave., New York 17, N. Y¥ 


OPPORTUNITY as advertising 
executive with major oil company 
for experienced advertising man, 
30 to 45 years old; oil marketing 
background preferred. Must be 
good administrator, able to super- 
vise radio, TV, newspaper, and 
outdoor campaigns, handle con- 
tacts with agency and marketing 
executives. If you qualify on all 
counts, give personal data, brief 
summary of experience, minimum 
salary requirements. Our own peo- 
ple are informed. Write Box 172. 
200 E. Illinois St., Chicago, Ill. 

Opportunity for Creative 
Direct Mail Man 

Well established Direct Mail organi- 
zation seeking experienced, capable 
man to assume substantial responsi- 
bilities in creating and selling direct 
mail programs. Complete facilities 
and organization to back up 

Executive status and managerial 
responsibility involved, with oppor- 
tunity for an impressive and secure 
future. This job calls for a fairly sea- 
soned man ready to make his last 
job change. Location in medium size 
Ohio city. 

Write Box 165, ADVERTISING AGE, 
200 E. Illinois St., Chicago 11, Ill. 


A young aggressive manufacturer of grocery spe- 
cialties offers an unusual opportunity for a top- 
notch sales promotion and merchandising man. 
He would work out of the main office, directing 
sales promotions and merchandising for the en- 
tire country. Must have extensive experience 
among grocery wholesalers, super market, and 
chain stores. This is a new position with un- 
usual opportunities to grow with a growing con- 
cern. Must be free to travel and move to a 
southern location. No replies considered with- 
out full details of experience, age, education, 
and salary requirements. All replies confidential. 

200 E. Illinois St., Chicago 11, Ill. 


in full 

natural color 


ON hing Cole Displays 

sales—visualize capacities for prospect. 
Complete small or large sets at low cost. 
Excellent for TV demonstrations, photo- 
graph beautifully. Write for folder and 


boost appliance 



$400-500 up and bright future in Copy De- 
Pp of top Pittsburgh agency. Radio, 
TV, retail, magazine experience will help. 
Department store or other retail writers will 
be considered. Give all details first letter. 
No samples until requested. 
Box 169 Age 
801 Second Ave., New York 17, N.Y. 

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Advertising Age, June 9, 1952 

ADMIRERS—Molly Goldberg d: 

ates her sales technique for (right to left) Mor- 
ton Edell, president, Vitamin Corp. of America; Martin Himmel, his assistant, and 
Irv R. Rill, Duane Jones Co. Rybutol sponsors Molly’s Monday NBC-TV stint. 

Trade-Ins a Definite Factor in Instalment 
Sales Under Reg. W, Federal Reserve Finds 

WASHINGTON, June 3—Trade-ins 
were factors in four out of ten in- 
stalment sales of refrigerators dur- 
ing late 1951, the Federal Reserve 
Board reported today. They also 
were a factor in three out of ten 
credit sales of TV and radio sets 
and other appliances during the 
same period, according to the 

The Federal Reserve figures are 
a by-product of its supervision of 
instalment credit, and were de- 
veloped when Regulation W was 
still in effect. 

In releasing the figures, the 
board emphasized that trade-ins 

| stalment contracts during the peri- 

usual during the sample period, 
since Congress had just enacted 
legislation which enabled stores to 
accept trade-ins as part of a cash 
down payment. 

In about half the cases studied 
by the board, the trade-in was 
valued at less than the required 
down payment (15% of the pur- 
chase price). In about one-third 
of the cases the trade-in value ex- 
ceeded the amount needed for the 
down payment. The FRB study al- 
so showed that in most cases the 
trade was for a like article. 

The following table covers in- 

Survey Indicates 
54% of Factories 
Conduct Research 

New York, June 3—A survey 
on industrial research facilities 
which appears in the current issue 
of Mill & Factory shows that 54% 
of the companies canvassed have 
regular research programs. 

The bulk of industrial research 
is done within the companies, 83% 
of the respondents reported. But 
37% believe research progress 
would be greater if they had more 
scientists and skilled technicians. 

A majority of the companies re- 

| plying report research benefits in 

the form of improved manufactur- 
ing operations, better product 
quality, or new products. Of the 
companies questioned, 49% plan 
to expand their research facilities 
in the future. 

8 In answer to the question on how 
they handle their research opera- 

tions, 83% said they use the facil- 
ities in their own plants. How- 
ever, 42% use the services of out- 
side organizations, and 21% do re- 
search in cooperation with other 
plants. These percentages total 
more than 100%, the Conover-Mast 
publication notes, because some 
companies checked more than one 

Ambrose Wine to Bonsib 

Bill Bonsib Advertising, Denver, 
has been appointed to direct ad- 
vertising for Ambrose & Co., Den- 
ver wine distiller and distributor. 
A campaign for Ambrose’ 7-11 
wine is scheduled for this fall. The 
campaign will appear in 16 states, 
with the bulk of the expenditures 
concentrated in newspapers, radio, 
theater films and television. 

Adslide Projector Bows 

Adslide Projector Co., Chicago, 
is marketing a new 16mm single 
frame color strip-film projector 
with a built-in screen called Ad- 
slide. It has continuous automatic 
Seen and its own cooling sys- 

Name Coffin for Blood Drive 

Caleb Coffin, advertising man- 
ager of E. R. Squibb & Sons, New 
York, has been appointed volun- 
teer coordinator of the Advertising 
Council’s blood donor campaign. 
The council will shortly release a 
special series of ads for newspapers 
and TV to ward off a possible sum- 
mer slump. Ted Bates & Co. is the 
volunteer agency. The drive hopes 
to colléct 2,800,000 pints of blood 
by July. Collections now total more 
than 2,300,000 pints. 

gl? ? 

s “iy 



&. ss 
SOnacizeo © 





may have been more frequent than | od from Aug. 1 to Oct. 2 last year: 

TV Refrig- Radios and Furni- | 

Sets erators Other Appl. ture 
No trade-in .............. ae 63% 71% 89% 
Trade-in as discount . ' . 5 5 2 2 
Trade-in as down payment. 25 32 25 9 
For like article ... 81 93 91 78 
For unlike article ... 19 7 9 22 
Value less than down payment ...... 43 45 48 57 
Value equal to down payment ........... 22 22 19 19 
Value more than down payment . 35 33 33 24 

Sparkoftee Names O'Connor 

James R. O’Connor, formérly 
with American Beverage Corp., has 
been appointed sales and adver- 
tising manager of the bottling fran- 
chise department of Sparkoffee, a 
division of Airline Foods Corp., 
Linden, N. J. S. Myron Newmeyer, 
previously with Automatic Bever- 
age Co., has been appointed sales 
manager of the division. 

Book Publishers Elect 

Douglas M. Black, president of 
Doubleday & Co., has been elected 
president of the American Book 
Publishers Council, Other officers 
elected are Donald S. Klopfer, sec- 
retary and treasurer of Random 
House, v.p., and A. C. Edwards, 
executive v.p. of Henry Holt & Co., 

Joseph Katz Names 4 V.P.s 

The three oldest employes of the 
Baltimore office of Joseph Katz 
Co.—John T. McHugh, Charles M. 
Harrison and Harry Kullen—have 
been elected v.p.s. Robert G. Swan, 
head of radio and TV, has been 
advanced to v.p. and director of 
radio and TV production. 

Large and well established Chicago studio is 
looking for two top calibre men for sales and 
production of POP advertising material. Write 
fully in strict confidence. 

200 E. Illinois St., Chicago 11, Ml. 

‘Public Works’ Boosts Four 

Public Works Magazine, New| 
York, has made some changes in| 
its sales organization. Arthur K. | 
Akers, advertising manager and) 
eastern representative, has been | 
promoted to director of advertising | 
and research. Lewis C. Morris, | 
manager of the Chicago office for | 
the past eight years, is being 
shifted to New York as eastern) 
sales manager. He has been suc-| 
ceeded by Robert J. Shea, district 
manager in Cleveland. Burton M. 
Yost of the New York sales staff 
will take over Mr. Shea’s post in| 
Cleveland. | 

D. P. Brother & Co. Adds 4 

D. P. Brother & Co., Detroit 
agency, has added four members 
to its creative and copy staff. They | 
are Robert L. Garrison, formerly a | 
copywriter for Kenyon & Eckhardt 
and Ross Roy Inc.; Donald P. Da- 
vid, previously with McCann- 
Erickson, Cleveland, and Batten, 
Barton, Durstine & Osborn, De-— 
troit; Vic Canever, who was sales 
promotion manager of the General 
Motors Corp. truck and coach divi- 
sion, and Jack F. Worth, formerly | 
with the sales promotion depart- 
ment of Studebaker Corp., South 
Bend, Ind. 

Dix Joins WTAM, Cleveland 

| William P, Dix Jr., formerly as- 
|sistant sales manager of WCBS, 
New York, has been appointed 
a manager of WTAM, Cleve- 


8 to 10 thousand now and bright future in art department of top 
4 A Pittsburgh agency for man with right background in consumer 
or industrial accounts. Give all details in first letter, no samples 
until requested. Box 170, ADVERTISING AGE, 

801 Second Ave., New York 17, N. Y. 

appearing in any 


Our business is to read the daily 
papers—for you. 

Ours is a unique service, the 
only one of its kind in the world. 
No job too small or too large 
for us to handle with accuracy 
and promptness. 

Merchandisers have been using ACB Re- 
search Services for 35 years. More than 
1100 firms used one or more of the 14 
services last year. Costs start at $15 a 
month. A typical ACB Service is briefly 
described below. 

* * * 


You tell ACB what product or field you are 
interested in. Then ACB sends you the 
advertisements that have news value for 
you. You learn such things as:... when a 
new advertiser starts ... mew uses... new 
copy appeals substitutes being 
offered to replace your products... test 
campaigns by competitors selling 
approaches such as premiums and deals. 
This ACB Research Service is called “un- 
duplicated” because you get the same ad- 
vertisement but once no matter in how 
many places it appears. 

Like all ACB service you can 
cover all 1,393 U. S. cities in 
which daily newspapers are pub- 
lished, or, restrict coverage as 
much as you wish. Service can 
be continuous or periodic as de- 


Last year, ACB spent a lot of time in the 
preparation of a book (or catalog) telling 
about the different ACB services. It's now 
ready to send you. We ordered enough se 
everybody who wants one can have one. So 
when your boss or your “associate” sees 
your copy and wonders if he could get one, 
the answer is yes. 

The new ACB Catalog has a lot 
of information you'll want and 
can use regardless of whether 
you ever order an ACB Service 
or not. Contains many, many 
case histories of how others have 
made ACB Services contribute 
to business success. Rates are 
quoted on many services. 
In this new ACB Catalog is a directory of 
every U.S. duily newspaper published; and 
valuable tables reprinted from the U. S. 
Census of Retail Trade. 


z 3 Inc. “| 

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79 Madison Avenue . New York 16 
18 S. Michigan Avenue - Chicago 3 
20 South Third Street + Columbus 15 
161 Jefferson Avenue . Memphis 3 
51 First Street * San Francisco 5 

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This Week in Washington... 

Nobody Hears Fair Trade Hearings 


Washington Editor 
WASHINGTON, June 5—Govern- 
ment officials and business men 
who took the time to argue the 
merits of fair trade before the Sen- 

ate interstate commerce committee 
might better have saved their time 
Witnesses talked to empty 
Chairman Ed Johnson (D., 

Colo.) considers this bill “the most 
controversial” handled by his com- 
mittee in many years, But in its 
anxiety to get a decision before 
Congress adjourns, interstate 
parently couldn’t wait until a de- 
cent percentage of its members 
would be available to participate 
in the fair trade hearings. 
Interstate is a 13-man commit- 
tee. When the fair trade hearing 
opened Monday, only Sen. Johnson 


early every business publication has 
New Products Section—and it's 
well read, too, according to reader 
gurveys. IEN goes one step further 
the whole book is devoted to product 
formation—not just for one industry 
ut for all manufacturing industries 

on me ltrs. 

now what a man responsible for 
roduction wants to know when he 
ads about a new product? We'll 
li you: 1. What is it? 2. How does 

work? 3. How much will it do? 4 

hat is it made of? 5. What are its 
weight and dimensions? 6. What 
does it cost? IEN attempts to answer 
all these questions for every product 
it describes. That's why Industrial 
Equipment News continues to lead 
the field of publishing it originated 
in 1933 

The editor of IEN has a tremendous 
advantage over editors who are 
obliged to sit behind a desk and 

wonder what to publish this month. | 

Reason is that IEN’s product news 
content is timed by manufacturers 
who release product news only when 
they know interest is at a peak. The 

editor publishes nothing but product | 

news and information, and product 
news is always timely 

industrial Equipment News 

461 Eighth Avenue, New York 1, N. Y. 

fand Sen. Lester Hunt (D., Wyo.) 
were on hand (and Sen. Hunt slip- 
ped out in mid-morning). On 

Tuesday, Sen. Homer Capehart 

(R., Ind.) showed up; Sen. Hunt 

In theory, the other committee 
members—five of them are away, 
fighting for reelection—will study 
up on fair trade by reading the 
transcript. But considering this is 
“the most controversial” legisla- 
tion in years, how can 
hope to reach an intelligent deci- 
sion when so few of its members 
have had an opportunity 
front the and 

worrying “fair traders,” 
They say they have 
After their performance 
House, their confidence commands 

respect. Fair trade breezed through | 
|the House 196-10, with members 
(dodging a record vote. 
°* ee e 
| Rep. Joseph R. Bryson (D., S.C.) 
ltold the special house interstate 
subcommittee investigating radio} 
and TV programming that he’s an 
enthusiastic TV fan. “I currently | ¢ 
drive a Lincoln car,” he told the 
committee, “because I like the TV} 
program that these people are 

Rep. Bryson’s economic situa- 
tion must have improved during | 
the past few years, or he is making! 
tremendous sacrifices in order to 
show his approval of Ed Sullivan. 

Earlier in his statement he told 
how one of his sons left home and 
went to a military school because 
the family had no TV. “I couldn't 
afford it,’ Rep. Bryson said. 
e + ~~ 
has the 


absenteeism isn’t 


is being abused to hold back color 

For weeks now, top National 
Production Authority and Defense 
Production Authority officials 
have known there is no shortage) 
of materials to justify further de-| 
lays in color set production. 

But anti-color lobbies within 
NPA have conducted a last-ditch | 
campaign to keep the ban on for 
as many more days as possible. 

They finally agreed to lift the 
ban, provided production of sets 
is carefully controlled 

During the past few days, anti- 
colorites dreamed up a new gim- 
mick to frustrate color: Permis- 
sion to make sets should be given 
only to companies which can show 
an investment in color research. 

Under such a gimmick, how 
many companies would be eligi- 
ble to make sets? And how many 

sets would be made? 
. * ~ 
The Senate appropriations com- 
mittee agreed to a special $600,- 
000 appropriation to enable the 
Federal Communications Commis- 
sion to speed up the processing of 
TV applications—with a 
In voting the $600,000 
extra teams of examiners, lawyers, 
engineers and economists—appro- 
priations ordered FCC “to take im- 
| mediate steps to investigate the re- 
| quirements for fair and equitable 
fees and charges, in order that the 

for 15 

work of the commission may be 
self-sustaining to the fullest possi- 
ble extent.” 

Besides fees for processing new 
applications, the said 
FCC “should also some 
means of securing such reimburse- 
stations already operat- 


ment from 

7. e * 

The Democratic National Com- 
mittee says it is mapping a “big 
radio-TV drive,” but it doesn’t 
say how big. A “victory chest is- 
sue” of “The Democrat,” the par- 
ty's house organ, calls for “$5, $50, 

interstate | 

to con-| 
ask ques- | 

the votes. | 
in the} 

government’s | 
defense program been abused as it| 


Spray net I 

*AGic mist THAT cee 

Sorry in PAY 

NEW CAN—Along with ads in Cosmo 
politan, Ladies’ Home Journal, McCall's, 
Today's Woman and True Story Wom- 
en's Group, Helene Curtis Industries’ 
Spray Net has a new aerosol package. 
Russel M. Seeds, Chicago, handles it. 

$500” contributions “to tell Ameri- 
ca the truth—in the kind of lan- 
| Guage the people understand.” 
“While the Republican Party can 
| depend upon a steady stream of 
|$5,000 checks, the Democratic 
| Party must rely upon smaller con- 
tributions from its rank and file 
members,” “The Democrat” moans. 
- e e 
That mail seizure bill (H. R. 
5850) which slipped through the 
House unanimously three weeks 
ago may be modified in the Sen- 

ate, thanks to the alertness of Sen 
| Thomas Underwood (D., Ky.). 
Introduced at the request of 

Postmaster General Jesse Donald- 
json, this bill permits the Postmas- 
|ter General to seize mail that he} 
|considers obscene or fraudulent 
(AA, June 2). 

As chairman of a Senate postal 
subcommittee holding hearings on 
|a@ companion bill (S. 2946), Sen. 
Underwood suspected that the seiz- | 
ure bill represented a tremendous | 
grant of power to the department. 
Surprised that no opposition ap- | 
peared, he asked advice from the | 
American Bar Assn. 

The bar association has sub- 
mitted a letter suggesting that Sen. 
Underwood write in a section en-| 
abling mail users to get injunc tions | 
from federal courts to prevent ar- | 
bitrary and capricious action by | 
the Postmaster General. In the! 
past few days, he has been hearing 
from publishers’ groups, too 

Sen. Underwood seems to be well 
on the way to saving a few right 
for mail users. 

Pure Oil Co. Promotes 
Talbot to Ad Manager 

Hale R. Talbot has been — 
moted to advertising manager of 
Pure Oil Co., Chicago. He has 
been assistant advertising mana- 
ger since 1941. Mr. Talbot suc-| 
ceeds the late Francis H. Marlin 
(AA, May 26). 

Mr. Talbot has been in Pure 
Oil’s advertising department for 
over 20 years and has held posts 
in charge of copywriting and pro- 

Democrats Boost Brightman 

Samuel C. Brightman, who has 
been with the Democratic Na- 
tional Committee publicity staff 
since 1947, has been promoted to 
director of publicity. He succeeds 

Charles W. Van Devander, who 
has resigned. 
Harder Joins FC&B 

Porter Harder, formerly an ac- 

count executive in the Minneap- 
olis office of Batten, Barton, Dur- 
stine & Osborn, has been ap- 
pointed an account executive for 
Foote, Cone & Belding, San Fran- 

Advertising Age, June 9, 1952 

National Nielsen-Ratings of Top Radio Shows 
Week of April 20-26, 1952 
All figures copyright by A. C. Nielsen Co. 

Lux Radio Theater (Lever Bros., CBS) 5.179 12.1 

2 Sethe Godfrey's Scouts (Lever-Lipton. CBS) ... 4,408 10.3 

3 You Bet Your Life (DeSoto- + eal NBC) 4,280 10.0 

4 Dragnet (Liggett & Myers, NBC) 4.109 9.6 

5 People Are Funny (Mars, CBS) .... 4,109 96 

o Ames ‘n’ Andy (Rexall, CBS) 4,023 94 

7 Suspense (Auto-Lite, CBS) ............ 4,023 9.4 

8 Jack Benny (American Tobacco, CBS) ... 3,852 9.0 

9 Charlie McCarthy Show (Coca-Cola, CBS) 3.809 8.9 
10 Fibber McGee & Molly (Pet Milk, NBC) 3,595 8.4 
i wae MULTI-WEEKLY (AVERAGE FOR ALL errors 1,584) (3.7) 
One Man's Family (Miles Labs, NBC) .. 2.654 6.2 

> News of the World (Miles Labs, a - 2.311 5.4 

3 Beulah (P&G, CBS) ......... 2.268 5.3 
— (AVERAGE FOR AIL ~panapenand (1,883) (4.4) 
Ma Perkins (P&G, CBS) ........ 3,338 7.8 

} Our Gal, Sunday ‘weitenali cBs) 3,338 7.8 

3 Romance of Helen Trent (Whitehall, CBS) . ; 3,338 7.8 

4 Big Sister (P&G, CBS) ‘ 3,210 7.5 

5 Wendy Warren and the News (General Foods, CBS) .. 3,167 7.4 

6 Arthur Godfrey (Liggett & —, CBS) 3,167 7.4 

7 Aunt Jenny (Lever Bros., .. 2,996 7.0 

& Guiding Light (P&G, CBS) . .2,953 6.9 

9 Perry Mason (P&G, CBS) 2.910 6.8 
10 Second Mrs. Burton (General Foods, CBS) . 2,782 6.5 
DAY, ee (AVERAGE FOR ALL + sapere ( 942) (2.2) 
1 he Shadow (Wildroot, MB: 1,926 45 
hetheeecs Star Playhouse ee Bakers, wae) 1,455 3.4 

3 Symphonette (Longines, CBS) 1,455 34 
a SATURDAY (AVERAGE FOR ALL ee (1,584) (3.7) 
Grand Central Station (Toni Co., CBS) .... 2,696 6.3 

} Theater of Today (Armstrong, CBS) ease 2,482 58 

3 It Happens Every Day (Toni Co., CBS) ... 2.311 5.4 

Gamble Opens Own Agency 

Robert M. Gamble Jr. has 
opened his own agency in Wash- 
ington, D. C. From January, 1949, 
until the present time, he served 
as advertising and sales manager 
and regional sales manager of the 
American Automobile Assn. Pre- 
viously he was with the national 
advertising staff of the New York 
Herald Tribune, the merchandis- 
ing staff of the Hearst organiza- 
tion in Chicago and A. C. Nielsen 
Co., Chicago. 

Borchert Joins BBDO 

J. William Borchert, who spent 
26 years as assistant media direc- 
tor of Federal Advertising, New 
York, has joined the media de- 
partment of Batten, Barton, Durs- 
tine & Osborn, New York. Mr. 

Borchert will act as senior print 


Mutual Appoints Zuzulo 
Francis X. Zuzulo has _ been 

|named director of press informa- 
tion for Mutual Broadcasting Sys- 
tem, New York. He succeeds Dick 
Dorrance, who has started his own 
advertising agency. 

Berrien Elected NL&B V.P. 

Curtis Berrien, copy director of 
Needham, Louis & Brorby, Chi- 
cago, has been elected a v.p. of 
the agency. 

Okays KOB Sale to Time, Coy 

The Federal Communications 
Commission has approved the sale 
of KOB and KOB-TV by Albu- 
querque Broadcasting Co. to Time 
Inc. and Wayne Coy, formerly 
chairman of the Federal Commun- 
ications Commission (AA, March 

Fink Appointed Ad Manager 

Louis C. Fink, formerly with the 
National Exchange Bank of Au- 
gusta, has been appointed adver- 
tising manager of Trust Co. of 
Georgia, Atlanta. He will coordi- 
nate advertising and public rela- 
tions programs for Trust Co. and 
Trust Co. of Georgia Associates. 

Reeve Elected President 

W. Homer Reeve has _ been 
elected president and a director of 
Easy Washing Machine Corp., 
Syracuse, to succeed the late H. 
Paul Nelligan. Mr. Reeve has been 
v.f% and general sales manager of 
the company. 

Organization of 500 capable Photo-Re- 
porters provides effective way to obtain 
on-location photos, case histories, stories, 
testimonials and releases. Write 


38 Park Place, Newark 2, N. J. 

Le med 


builds business at the point-of-sale 

Your products are tied in and identified with your advertising in 
TODAY'S HEALTH, published by the American Medical Associa- 


tion. These point-of-sale 

$s prompt p 

e and purchases. 

The Identifying Emblem and repetition of acceptance for advertising 
by TODAY'S HEALTH, published by the American Medical Asso- 
ciation is another important and persuasive sales influence. 

Stimulates IMPULSE buying because the public generally have come 
to know that only products of proved quality and merit are accepted 
for advertising in publications of the American Medical Association. 

Use of TODAY'S HEALTH Identifying Emblem on your products, 
packages, in newspaper advertising and displays makes it easy to 
distinguish your product from that of competitors. 

Write, wire or phone for complete information. 

todays ACOA American Medical Association 

535 No. Dearborn Street—Phone WHitehai 4-1 500 
Chicage 10, IN. 

is ji my = ws oe * 2 <3 
; 66 ee 

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| ‘ P ‘ ak = a 

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Advertising Age, June 9, 1952 

Agencies’ One Important Function Is to 
Write Ads, Was Lasker's Conviction 

(Continued from Page 1) 
next week with what he had to 

Never noted for his shyness or 
modesty, Lasker expressed his 
forthright opinions on every sub- 
ject that came up. He impressed 
me as a supreme egotist—a man 
so sure of himself that he didn’t 
even bother trying to be impres- 
sive. He knew he was right, his 
every gesture and tonal nuance 
suggested, and it was a matter of 
supreme indifference to him 
whether you agreed with him or 

® On the agency business gener- 
ally, Lasker had decided opinions. 
The business was going to hell in 
a handbasket. The business of an 
advertising agency, he said over 
and over again, was to turn out 
advertising that sold goods. It was 
not the proper business of an agen- 
cy to do market or product re- 
search, to run a merchandising 
department, or to do anything at 
all but make ads. 

He was willing to concede, 
guardedly, that maybe there was | 
more than one way to run an agen- 
cy, and that maybe the changing 
times called for a lot of collateral 
services. But as far as he was | 
concerned, they were all folderol. 

“If a client wants to find out 
how much of a market he’s got, 
and he thinks it’s a good idea to 
have a lot of young fellows running | 
around ringing doorbells and} 
checking off answers on question- 
naires,” he said, “that’s fine, as 
long as he’s willing to pay for it. 
But what has that got to do with 
running an advertising agency?” 

® His notions about research were | 
amply illustrated by the long story | 
he told about how Lord & Thomas 
landed the Frigidaire account. 
Others who were in on the opera- 
tion insist that his memory wasn’t 
completely accurate, but accurate 
or not, his version demonstrated 
his deep antipathy to the burgeon- 
ing research business. 

“The boys were working on the 
Frigidaire business while I was in 
Eurcpe,” he said. (The “boys” 
principally involved were John 
Toigo, Bob Barton and Ed Scriven, 
a team which worked successfully 
together at L&T and other agencies 
for several years.) “The day after 
I came back, I think it was, they 
had a meeting set up with the 
Frigidaire people in our offices in 

“So five or six Frigidaire people 
came in, and these bright young 
boys had a room full of charts and 
graphs and pictures of houses. This 
house had an electric refrigerator 
That one didn’t. Some people said 
this; some people said that. They 
had statistics all over the place. 

s “I let them go on for an hour— 

an hour and a half. Finally I 
couldn't stand it any longer. I 

Gentleman, you give me your 

account and we will sell more re- 
frigerators for you than anyone 
has ever sold. But not with this 
kind of stuff.’ I said: 

“*You want to know what sells 
refrigerators? You want research? 
I'll get it for you in a couple of 
days, and it will tell you positively 
what women want in a refrigera- 

“Do you know what I did? I sent 
a couple of stenographers over to 
Curtis’ Chicago office. They had 
instructions to look at every elec- 
tric refrigerator ad that had run in 
the Post and the Journal during 
the past seven or eight years, and 
write down what they were saying 
in their copy. I knew that, with all 
that advertising, refrigerator man- 

ufacturers would have discovered 
—even if they didn’t know it them- 
selves—what women were looking 

| ents, 

|you, and prove that they knew | 

for, and the majority of the ads 
would be touching on this subject. 

@ “Sure enough, we found that a 
big majority of the ads were ham- 
mering away at economical opera- 
tion in one way or another. 

“We had another meeting with 
the Frigidaire people. I said, ‘Gen- 
tlemen, there’s your research. It 
took two people two days to do 
and cost less than a hundred dol- 
lars. But I know what will sell 

“We introduced the Meter Miser 
and there we were.” 

8 The idea of a host of services 
eating into the agency net was as 
welcome as a plague to Mr. Lasker. 
He observed morosely that an 

agency was lucky these days to} 
make 1% or 142% on its aa 

a far cry from his heyday, when 
year after year L&T cleared from 
6% to 9% on its billings. 

“Look,” A. D. said, “I took be- | 
tween $40 and $50 million out of 

| the advertising business, But that 

was peanuts compared to the mon- 
ey we made for clients. We 
showed those people how to sell | 
their products. They couldn’t do 
it. They were manufacturers. So! 
we benefitted them, and we bene- 

| fitted the public, and we didn’t 

get involved in a lot of nonsense 

| about research, and merchandising, | 
|and this and that. We sold goods, 

and we got paid for it.” 

|@ Of clients in general, and of the 
|}agency business as a whole, Mr. | 

| relationship 

liquidated, Mr. Lasker character- 
ized as “not my first team, or even 
my second team. They were my 
third team.” It was clear that he 
was referring to Messrs. F,C & B 
not in terms of their ability, but 
in terms of their order of accession 
to the throne. In other words, by 
the time he got around to fully 
divorcing himself from the opera- 

tion, his first and second senti- 
mental choices were no longer 
available. Their timing—or his— 
had been bad. They assumed 

power too early, before A.D. had 
completely relinquished it, and 
they inevitably found—as scores 
of other admen had previously— 
that when A. D. was around he was 
the boss. 

But Don Francisco held a special 
place in A. D.’s heart. Others were 

“good” men or “capable” men; 
Francisco he admitted he loved 
like a son, 

® He spoke, too, with something of 
awe, of the legendary John B. 
Kennedy, the onetime Canadian 
mountie who barged into the L&T 
office without an introduction one 
day shortly after the turn of the 
century, defined advertising as 
“salesmanship in print,” and per- 
haps did as much as any single 
individual to change the course of 
advertising copy. But of Claude C. 
Hopkins, another copy genius of 
later vintage, who was with L&T 
for 17 years and was its president 
for seven, during and after World 
War I, Mr. Lasker had nothing 
whatever to say. One might have 
guessed that A.D. could scarcely 
remember the name. 

The most famous agency-client 
in all history un- 

Lasker professed a very low opin- | doubtedly was that of A. D. Lasker 
ion. An agency had to have cli- | and George Washington Hill, the 

he admitted ruefully, 
most of them were dumb or stupid | 

but | dynamic and erratic president of 
| American Tobacco Co. 

until his 

or reluctant people who had con-| death in 1946. It was the general 
tinually to be prodded into doing | impression in the advertising field, 

the kind 

would make them more and more | personal 
Worst of all, clients were | stormy, unpredictable Hill and the 


generally the kind of people who/! hard-bitten, 

hired you because they knew you 
could do what they couldn’t, and | 
then always tried to second-guess 

more about advertising than you 

And so, he said, “when my son 
[Edward, now a movie producer] 
decided he didn’t want to get into 
the line, what was there in it for 
me? A million or two a year? I 
didn’t need the money.” 

Nobody had ever told me before, 

of advertising which;|and certainly 

with a perfectly straight face, that 
“a million or two a year” made no 
difference to him, and I burst into 
a hearty guffaw. Mr. Lasker turned 
to me with a blank look on his 
face. He didn’t say anything, but 
his expression clearly indicated 
that he didn’t see anything humor- 
ous in what he had just said. 

® Messrs. Foote, Cone & Belding, 
who took over the accounts of Lord 
& Thomas when the agency was 

® So he proceeded to liquidate his 
he expressed his only note of re- 
gret for anything that had hap- 
pened in his business career. He 
was sorry, he said, that when he 
finally stepped out, things hadn't 
worked out so that Don Francisco, 
now a v.p. with J. Walter Thomp- 
son Co., hadn’t taken over. 

A couple of years prior to the 
liquidation, Lasker had stepped out 
officially, with Francisco as presi- 
dent. But Lasker still owned the 
agency. “As long as I was in- 
volved,” he said candidly, “I 
couldn't help myself. I'd see Don 
doing something wrong, and I'd 
just have to get in and set it right. 
You see, as long as I was involved 
in the business, I couldn’t keep my 
hands off. If I could have let him 
alone, he would probably have 
done fine, even if he didn’t do 
everything my way. But I was 
there, and it didn’t work out.” 

And as he told the story, | 

it had been my 
impression, that the 
egotistical Lasker 
worked closely together for so long 
because they were close personal 

|friends and had a good deal of 

respect for each other's abilities. 

s But Mr. Lasker disillusioned me 
quickly. If he and Hill were bud- 
dies, one would never discern it 
from A. D.’s comments on Hill over 
that luncheon table on Beekman 
Place, overlooking the East River 
and the factories of Queens. 

Hill, Mr. Lasker said bluntly, 
was a client who was a particular 
pain in the neck, because he 
thought he was an advertising 
genius, and he wasn’t. “The trouble 
with George was,” he said, “that 
he would never leave well enough 
alone. We would fix up a fine cam- 
paign for him, with real customer 
appeal and punch, and then we 
would have to fight continually 
to keep him from spoiling it. 

“He was always trying to im- 
prove on everything. Give it a new 
twist. Pep it up. If you let him 
alone, he’d get the basic idea so 
wrapped up in side issues and im- 
provements that the whole idea got 

s Somewhere about this time, 
Mike Hughes observed naively 
that he thought Hill and Lasker 
were very similar people, but that 
Hill always scared him and Lasker 
didn’t. “Why is that, Mr. Lasker?” 
he asked, 

Lasker took 15 minutes to ex- 
plain why George Washington Hill 
was so ferocious a customer. The 
gist of it was that Hill was trying 
his best to live up to his father’s 
reputation as a super-bright busi- 
ness man, whereas he didn’t quite 
have it in him, and was never 
really sure of himself. 

“Take that monkey business of 
wearing a hat all the time, and 
spitting on his desk,” said A.D., 
promptly going into an imitation 
of George Washington Hill spitting 

on his desk. It was funny as hell, 
but in the second version, as the 
luncheon table got considerably 
sprayed, Mrs. Lasker said gently, 
“Now, now, Albert.” A. D. relaxed 
enough to lose some of the choleric 
color which the mention of Hill's 
name had brought into his face, 
and told us again that he was 
proud of the fact that FC&B had 
resigned the account. 

® As the clock moved toward four, 
and Mrs. Lasker reminded A.D. 
once again that he and she were 
supposed to have been at their 
Long Island place at three, he 
reluctantly detached himself from 
the ad business and rose from the 
table. . 

Someone mentioned the view 
from the dining room, and A. D., 
the man who had taken $40 or $50 
million out of the advertising busi- 
ness, said impatiently: 

“It used to be very pleasant to 
walk in the garden here at night. 
With the river and the darkness, 
you could forget you were in New 
York. But then they put up that 

damn Pepsi-Cola sign across the 
river, and spoiled everything.” 

Hirsch Boosted to WRC S.M. 

James C. Hirsch, who joined Na- 
tional Broadcasting Co. in 1950 
account executive for WNBT, New 
York, and most recently director 
of advertising for the station and 
for WNB, as well as senior account 
executive in charge of sales devel- 
opment, has been promoted to 
sales manager of WRC, Washing- 
ton NBC radio outlet. 




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A Beet and a Boost 
for the Public Printer 

To the Editor: No reflection on 
ADVERTISING AGE, who merely re- 
ported L. T. Alexander's talk to a 
convention meeting of the Ameri- 
can Association of Industrial Edi- 
tors (AA, April 7). According to 
the story, Mr. Alexander recom- 
mended “American Business 
rectories” as an outside source for 
building up a mailing list. 

So, we sent along our check for | 
65¢ to the Superintendent of Docu- 
ments as suggested, and waited! 
hopefully for this aid, A letter in| 
Friday afternoon's mail brought an 
end to our waiting. It told us the 
particular publication “is perma- 
nently out of stock” and sent back 
thirteen 5¢ coupons instead of the 
check, “for your convenience...” 

'E “Sales Coverage 
i Of Western Washington 
i Po Tacoma, Always’’ 

Says Partner in 
leading Seattle Food 
Brokerage Firm. 

Truman F. Graves (above) and 
Winston W. Chambers have 
made the Graves- Chambers 
Company one of the Pacific 
Northwest's fastest growing food 
brokerage firms. Headquarters 
are at 1056 4th Avenue South, 

“We think twice about Tacoma 
in our planning,” says Mr. 
Graves. “We maintain = con- 
signed warehouse stocks there 
—and always urge our manvu- 
facturers to give the market 
complete local advertising and 
merchandising attention. Our 
experience proves that Tacoma 
must be covered at the local 
level if any campaign in the 
Puget Sound area is to be 
fully productive.” 

And we say: “Think TWICE about 
Tacomo @ separate, distinct 
martet, effectively covered ONLY 
by the dominant News Tribune.” 

Ask Sawyer, Ferguson, Walker 


The Voice of the Advertiser 

This department is a reader’s forum. Letters are welcome 

in making future purchases. 

Got any more ideas on what we 
can order now from the Superin- 
tendent of Documents for 65¢ 
worth of coupons? 

Hersert S. WARMFLASH, 
Advertising Manager, Package 
Research Laboratory, Rock- 
away, N. J. 


To the Editor: These days when 
the air is full of reports of inef- 
ficiency in government, it is very 
refreshing to know that at least 
one department in Washington is 
| functioning very efficiently. 

A week ago I sent 15¢ to the 
Superintendent of Documents at 
the Government Printing Office 
asking for a booklet. The requested 
booklet was sent out the same day 

| the order was received, and it ar- 
|rived today, 

which is very good 
performance even for a commer- 
cial organization, let alone a gov- 
ernment bureau. 

With the booklet I also received 
several lists fully describing other 
current government publications, a 
blank which would entitle me to 
receive a reprint when issued of 
the specific booklet I had re- 
quested, and also a friendly 
printed note from 
tendent of Documents. 

I believe that this bureau should 
be given a great deal of credit in 
view of all the other negative types 
of publicity which we have been 
reading for the past months. 

Murray Korr, 

Assistant to the Vice-Presi- 

dent, Seagram-Distillers Corp., 

New York. 

. 7 * 

Takes Issue with Butler 
on Bleed Page Advantage 

To the Editor: Kenneth Butler’s 
“Tips for the Production Man” has 
usually proved very interesting, 
Many of the practices that he has 
advocated in the past have been 

In the issue of May 19, he stated, 
seemingly without reservation, 
that “‘the additional usable space 
gained by bleeds may actually 

the Superin- | 

sometimes valuable to me.) 

make the extra cost a bargain.” | 

This reasoning stems from his ob-'. - - 

servation that 30% more space was | 
available in McCall’s for a 10%! 
extra cost. 

If you will look at Page 75 of 
the May 19 issue of AA, I think 
you will agree that the Progres-| 
sive Farmer ad has practically 
gained the advantage of a bleed 
ad with good use of white back- 
ground—this with a regular page| 

Is there any proof that a bleed 
page in McCall's produces 30%) 
more than a regular page, or pro-| 
duces equal to the 20% bargain| 
{Mr. Butler] argues for in this) 
case? I think you will agree that! 
extra space can’t be counted on to| 
draw sales or readership propor- 
tionately. Incidentally, have you! 
compared AA’s regular page with 
bleed? The bonus comes to 2%.| 
Nothing like McCall’s 20%. 

As Mr. Butler admits, his case 
is based on a premise, which I 
ean’t grant. Ordering bleed de- 
pends too much on product, ad 
layout, publication, and the client’s 
purse and purpose. 

T. A. KALLAs, 

Western Advertising Agency, 

Racine, Wis. 

+ . 7 

Says Co-op Series Creates 
‘Better Understanding’ 

To the Editor: We want to say} 
how much we appreciate the very 
objective series of articles about 
cooperatives which you have run, 
and especially Mr. Moskowitz’s | 
work in connection with them. 

They already appear to have had | 
their effect in enabling advertis- 
ing people to gain a better under- | 
standing of general objectives, | 
from requests we have received. 

Puitip J. Dopce, 

Director of Information, The 


Cooperative League of the 
U. S. A., Chicago. 

£ _ a 
History Repeats 
To the Editor: My “Nothing | 

New Under the...” and “If It’s 
Good, Somebody Else Will Use It” 
departments are getting a chuckle 

|and are specific, not general, 
|ferring to the particular dealer’s| 

out of the current PM whisky ad- 
vertising headlined “Is This the 

|Best Whisky Ever Bottled?” 

Years ago—seven, eight, at least 
—I headlined some Pillsbury ad- 
vertising with the same question- 
mark boasting: “Is This the 
World’s Most Wonderful Waffle?” 
“Is This the World’s Most Per- 
fect Pancake?”...“Is This the 
World’s Most Marvelous Muffin?” 
There were a lot of them. 

It’s always ego-pleasing to see 
somebody else catch on and catch 
up with. 

Vice-President and Creative 
Director, Fred Gardner Co., 
New York. 

Columbia Bike Ads Quote 
Individual Dealer Sales 

To the Editor: Your issue of May 
12 contained in the “Voice of the 
Advertiser” department a letter 
from John A. Ashby of Ohio, in 
which he complains of the 
trade advertising being run cur- 
rently on Columbia bicycles and 
by one of our competitors. 

Speaking only from the stand-| 
point of the Columbia advertising| 
it seems apparent that Mr. Ashby 
didn’t fully read the content of the 
advertisement in question. The 

| Statements on bicycle volume ap- 
| pearing in our current series oa 

quotations from individual dealers 

; Sales of Columbia bicycles com-| 
|pared with his sales of other makes. | 
The ads make it quite plain that! 
these are individual dealer testi- 
monials and do not constitute gen- | 
eral statements of our sales com- | 
pared with the industry. 
The Westfield Mfg. Co., West- 
field, Mass. | 
e . 7 

Du Pont Meat Merchandising 
Survey in Booklet Form | 

To the Editor: On Page 45 of| 
your May 19 issue, the news story 
headed: “Self-Service Speeds Meat | 
Buying: Du Pont,” reported that a | 
“filmed time study. ..was released 
by the Du Pont film department 
at the Super Market Institute con- 

} vention here this week.” 

For future information, in case, 
you receive inquiries about the) 
survey, we would like to point out. 


that the survey was not filmed but 




service, willingly given 


your success is our business... 
meeting your deadlines without sacrificing quality... 

roviding your organization with efficient 


producing for you the finest quality printing 
.made"by skilled craftsmen in 

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News "ibeie 

Over 827000 Circulation, A.B.C 

Transit Radio 

Advertising Age, June 9, 1952 

is in the form of a pamphlet. 
Copies of both meat surveys men- 
tioned are enclosed, along with the 
original press release. 
E. I. du Pont de Nemours & 
Co., Wilmington, Del. 
* e * 

Second Syllable 

To the Editor: The question has 
been raised in our office as to the 
preferred pronunciation of the 
word “advertisement,” and some- 
one suggested that we ask ADVER- 

Is accenting the third syllable 
instead of the second a more prev- 
alent practice in the advertising 

Thanks for any help you can 
give us. 

Betty Papa, 

Bert S. Gittins Advertising, 


Most people, particularly in the 
advertising business, use ad-ver- 

“How to Put SOCK 
in Your First Sen- 
tence’, Write today 
—wuse business letter- 

bead, please. 

bene =~ 

in Your First Sentence on 




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Lennen & Newel 
Starts Off with 
O'Meara, Toigo 

(Continued from Page 1) 
Kelvinator) and revealed the step- 
by-step negotiations which cul- 
minated in the formation of Len- 
nen & Newell. 

The formation of the agency 
hinged on three points: pride, an 
ambition to create a new and “dif- 
ferent” agency and the creation of 
a sound incentive earnings plan 
to attract top-flight talent. 

® The addition of Messrs. O’Meara 
and Toigo was a surprise to the 
ad business, because both were 

Esty Co. for the past nine years. 
He and “Hike” Newell have: been 
good friends over the intervening 6 GAIN AND LOSS PERCENTAGES - 52 CITIES ee 
period while he was out of GN&G pore 
and this represents an opportunity . Loss 
‘for them to put together the kind cc cc 20 aie ae a = 8] 
of agency they’ve wanted. AETAK 2.0 al Re ae Ee ee te ~— 
To facilitate liaison between the wae =16.6 _—_— 
| president and the departments of eS ny — — 
the new agency, an executive com- sti ete s.1 ‘Receeidee Gamma 
mittee was created this week. It one 12 re | 
will be headed by Walter M. TOTAL ADVERTISING | 23.6 Ay 
Swertfager, v.p. and director of DEPARTMENT STORES | 4.4 a pare | | 
Lennen & Mitchell, as chairman. ACCUMULATIVE a 
JAN, I-APRIL 30, 19521985 SS iF ¥ GaN 
® The 23 GN&G people making the Pn — —— 1 Mintel 4p Se ee ee we 
| switch are listed in the adjoining | aia wigs f 
|'box. Their resignations are in, AUTOMOTIVE 0.9 d 
| with the date usually being “at HNANCIAL 8.7 ae 
the convenience of the client,” so TOTAL DISPLAY 24] | aa 
| that they will be dribbling over to | CLassintD 7.6] | — 
|Lennen & Newell for several penta Sang ce +) ‘ 
| weeks. } DEPARTMENT STORES -1.8 = 

| One result of the expansion is | 

y ar: ill | 
oleety Geer: the cqy wi | FINANCIAL BOOM—Media Records’ April 

newspaper linage figures show financial | 

FTC Free’ Rule 

Accepted by 33 

WasuincTron. June 5—Federal 
Trade Commission Chairman 
James M. Mead claimed today that 
many business men are voluntar- 

\ily complying with FTC's recent 

decision banning the word “free” 
unless the offer is completely un- 

Chairman Mead said 33 firms 
under investigation in “free” cases 
indicated their intention of ac- 
cepting FTC's interpretation with- 

out further protest. 

The announcement did not list 

|the firms, but they were under- 
|stood to be part of a group of 
|about 90 minor cases which were 

under investigation while the com- 
mission was considering a decision 

supposed to be firmly rooted in| have to get additional space, and | 
their respective agencies—Mr.| it won’t be at 17 E. 45th St. The) 
O’Meara at J. Walter Thompson— | tentative plan is to move account- | 
where he had one of JWT’s fabu- | ing, media and research out of the | 

advertising enjoying a 19.2% increase. Classified was up slightly but all other 
categories showed losses during the month with total advertising down 3.6%. 

on the use of “free” in advertis- 
ing of the Book-of-the-Month 

can put our name on the door. And 

price. | 

! \ 



Adolph Toigo 

lous “six and six” deals, or half 
of each year off—and Mr. Toigo 
at William Esty Co., where he was 
a key man in planning. 

Mr. O’Meara will work “full- 
time” for L&N, under an agree- 
ment which will keep him on call, 
but leave a considerable amount 
of time for writing and travel. His 
mouth-filling title will be: v.p., 
director, chairman of the plans 
board and executive director of 
all creative work. 

He worked as a reporter in 
Wisconsin and Minnesota, joined 
J. Walter Thompson in Chicago 29 
years ago, and spent 11 years 
there as copywriter and group 
head. Moving to Benton & Bowles, 
he spent eight years as v.p., direc- 
tor and chairman of the plans 
board, and left ten years ago to 
return to J. Walter Thompson as 
director of creative departments 
and chairman of the review board. 

In the same period, he managed 
to turn out a novel, “Grand Port- 
age,” a non-fiction book on log- 
ging, “The Trees Went Forth,” and 
a collection of vignettes, “Tales of 
Two Borders”. During the war he 
served with the planning board of 

= Mr. Toigo went to the University 

| building in that order. 
Mr. Newell invited a number of | 
people to consider a transfer to} 
Lennen & Newell. He told AA that} How did the merger get started? 
he told B. B. Geyer that he planned; Well, Geyer, Newell & Ganger 
to offer certain GN&G personnel | provided the impetus. It had an 
jobs at L&N, but that no more| account list loaded with durable 
money, stock nor titles would be | 800ds accounts, but was compara- 
offered as inducements, and that/| tively light in the package goods 
each should choose carefully in| field, and it could see the oppor- 
making the choice. | tunities packaged goods offered. 
It had the alternative of hiring 
® He told some GN&G clients the| men with packaged goods expe- 
|same thing—that they were ac-| rience, fitting them into the agen- 
counts he'd like to handle, but that|¢y, and attracting new business. 
they should consider who could} But it seemed simpler to merge 
| best serve them. He urged person-/| with an agency which would com- 

we don’t have any accounts to put 
in that office.” 

| nel and clients to talk to Geyer be-| plement GN&G hard goods 
| fore they reached a decision. | strength. 

| One exception to this rule is| 

Nash-Kelvinator Corp. Mr. Newell |, Mr. Newell was assigned the 

told AA flatly that “we have not}. 

' “ More A }job of deciding which agencies 
— not solicit Nash-Kelvina-| ore desirable merger prospects. 

He combed the “ >y list,” 
He says, and Mr. Lennen con- bed the “agency list,” and 

. came back repeatedly to Lennen & 

curs, that he and his people moved Mi , : 
. - ; itchell. The two agencies al- 
pa the commitment of a single ready shared two accounts, Loril- 
: P lard and Calvert. They were 
acne oa a Ca |roughly equal in size. They had 
aman in D t it t © dan oak salle but one conflicting account—-Tide 
ees tig ees = tewall, Mr.| Water Oil for L&M, Continental 

. » -. | for GN&G. 

ae th he pp eau if Further, they were both vulner- 
ds dae In 1935. when Mr. Newell | able in a major respect—each had 
vv cipitated a erisis in Frigidaire |t0® much of its billing in a single 
oan re ° D4 ss - ‘aaa of | 2ccount, Lorillard for L&M, Nash-| 
pe He > ole ‘he Gever Co. Mr.| Kelvinator for GN&G. It looked, 
McQuigg was assistant aivertio- |e eeette tian’ began. It was 
|ing manager of the refrigerator | : “ae * 

In a new corporation like Len- 
nen & Newell, an earnings partici- 
pation stock can be created at no) 
initial book value—and sold at a 
par price of $1 a share. 

Each year thereafter, a fair por- 
tion of the agency’s earnings after 
taxes and dividends can be con- 
verted into surplus—giving a real 
and constantly appreciating book 
value to the earnings participation 
stock. And observers suspect that! 
the tremendous possibilities of this 
deal are among the considerations | 
that sprung such luminaries as 
Messrs. O'Meara and Toigo from} 
top-shelf jobs. 

® An important angle is that the) 
principals have decided at least) 
50% of the earnings participation | 
stock will go to key members of 
the agency other than principals. | 

The second reason for the new! 
agency is pride. The men con-| 
cerned in the negotiations are all | 
admen of long experience and 
stature. They want to build an 
agency with the best in research 
and merchandising, coupled with} 
a creative bent which is free and 
imaginative. In one way or another, 
they’ve known each other over a’ 
sizable span of years—particularly | 
Messrs. Newell and Toigo. They) 
have pride in their craft, and in 
their abilities. They think the new 

| agency will give them opportunity | 

to exereise those abilities as they | 
haven't been exercised before. 

|@ Early last month FTC said “free” 

could not be used even though con- 
ditions of the Book-of-the-Month 
offer were ciearly explained. 

In an accompanying decision, 
Chairman Mead contended that 
any qualification of “free” was 
outright contradiction of the word. 

The fact that the offer was clear- 
ly understood and that there was 
little evidence that the public w 
being misled, was not material, tii 
FTC decision held. b 

The cases now being cleaned 
up were in what was known as t 
“suspension file.” All were in t 

been no public announcement 

The group of voluntary settl 
ments did not include “free” cas 
which are still pending agai 

| investigation stage, and there + 3 

other book clubs. 

@ Chairman Mead said the 33 vol 
untary settlements “indicates wid 
and other ‘fr 

spread acceptance in the 
world of the commission's 
in the book club 
goods’ cases.” 

“This cooperation from adve 
tisers is encouraging. It mea 
they are in accord with the co 

mission’s policy on the use 
‘free.’ It also means that the 
cases will not have to be litigat 
and there will be a resultant sa 
ing of time and money.” Fy 
Book-of-the-Month Club has a 

company. He asked Mr. Newell if| to be a merger, with Mr. Lennen’s 
he could come along with him— 
despite the fact that the Geyer Co. 
was losing the Frigidaire account 
as punishment for hiring Newell. 

| Mr. Newell brought him to New 
York, and the agency sent him to 
Detroit. When the news came that 

of Chicago, played football for Mr. Newell was moving again, Mr. 
Alonzo Stagg and served as his McQuigg again elected to switch, 
line coach while working as a soap | 

salesman. Now 46, Mr. Toigo @® “Right now,” Mr. Newell told 
worked for Benton & Bowles, Gey- AA, “Mr. McQuigg is looking for 
er, Newell & Ganger and William an empty office in Detroit, so he 

interest being acquired. The new) 
agency was to have Mr. Geyer as 
chairman of the board, Mr. Lennen 
as chairman of the executive com- 
mittee, Mr. Newell as president. 

@ The negotiations broke down 
with Mr. Geyer, apparently over 
the question of voting control of 
the agency. 

Mr. Lennen says he elected to 
resume conversations with Mr. 
Newell, both because he was struck 

|is to bigness; they are prepared! 

|ready indicated that it is not in 

8 The third reason is ambition. Mr,| accord with the commission's de- 
Newell likes to talk about building | Cision and will ask the federal 
“a powerhouse on 45th St.” They | courts to determine whether literal 
think the trend in the agency field| US¢ of “free” can be required in 
the absence of proof that the pub- 

to put a fairly big agency into the| lic has been misled. — 
While the commission's 

running and to gamble on growth. | : in inter- 

AA said last week that the deal| Pretation of “free” has been sup- 
cut across all sorts of personal| Ported in the Supreme Court, the 
loyalties. In Mr. Newell's case, Book-of-the-Month case may re- 
it separated him from his part-| sult in further consideration of the 

ner, Mr. Geyer, the man who in-| issue. 
sisted on having him in his agency | 


(Titles are those now in effect at Geyer, Newell & Ganger) 

J. L. MceQuigg, v.p. and director; 
manager of Detroit office. 

John Monsarrat, v.p. and group 

John H. Sheldon, v.p. and group 

William R. Mason, v.p. and 
group supervisor. 

Anthony C. Depierro, v.p. and 
media director. 

Charles A. Brocker, v.p. and 
exec. contact. 

William G. Martin, v.p. and 

exec. contact. 

William L. Newton, exec. con- 

David Boffey, group copy di- 

Martin Koehring, group copy 

Shirley W. Esty, exec. contact 
and fashion copy. 

Dick Green, copy. 

Beverley George Ellis, art di- 

Thecdor Ziesmer, art director. 
James Hausman, asst. group 

copy director. 

Herbert Horton, television pro- 

James Ennis, television producer. 

Margaret T. Ford, asst. to media 

Philip E. Penberthy, asst. ac- 
count exec. 

Reginald Pierce, merchandising. 

Francis Cambria, asst. acct. exec. 

Donald Peace, traffic and pro- 

James A. Pancoast, traffic and 

with his character, and because his 
talks convinced him they could 
build the kind of agency he 
wanted. In fact, Mr. Lennen says 
that “as I came to know ‘Hike’ 
Newell, he seemed like a closer 
approximation of my partner, the) 
late Jack Mitchell, than any other 
man I had ever met.” 

It was hoped that an agency 
could be built which—in Lennen’s 
words—“was big as its perform- 
ance without sacrificing the prin- 
ciples of the smaller agency, where 
personal service and contact be- 
tween the heads of the agency 
and the clients were a predominant 
| philosophy.” 

|= The partners have another idea: 
}a sound incentive plan to attract 
|new men. It’s nice to be able to 
offer an adman stock in an agency 
|when you're trying to hire him, 
but the stock in both agencies had 
reached the point where few ad- 

sizable chunk at the prevailing 

}men could buy in, at least for any) 

at the price of the Frigidaire ac- 
count, at a time when Frigidaire’s 
billing was haif the total of the 
Geyer Co. It was replaced fairly 
shortly by Kelvinator, which later 
brought in Nash. 

In Mr. Lennen’s case, it sep- 
arated him from Ray Vir Den, who 
was president during a five-year 
period when the agency billings 
rose to a $20,000,000 rate. 

So that’s where the agency 
stands. Lennen & Mitchell will be 
liquidated gradually, probably all 
through the summer, and Lennen 
& Newell will be in actual opera- 
tion in early fall. There is plenty 
of new talent aboard, and the con- 
tingent from Geyer, Newell & 
Ganger will be checking in from 
time to time. 

As for the accounts, well, Phil 
Lennen says he would be happy 
to take Mr. Newell “without any 
business,” but the suspicion per- 
sists that it was a marriage where 
both partners came with a dowry. 

Mitchell Joins McGraw-Hill 

Craig Mitchell, formerly super- 
visor of advertising and sales pro- 
motion for aviation and defense 
products at General Electric Co., 
Schenectady, has joined Engineer- 
ing News-Record and Construction 
Methods & Equipment, McGraw- 
Hill publications. He will be re- 
sponsible for all forms of sales 
promotion and advertising for both 

Camel Sets Summer Show 

R. J. Reynolds Tobacco Co., 
Winston-Salem, N.C., will pre- 
sent a new quiz, “Walk a Mile,” 
over CBS as a summer replace- 
ment for the “Bob Hawk Show.” 
Win Elliott will be master of cere- 
monies. William Esty Co. New 
York, is the agency. 

Piel Bros. Appoints Y&R 

Piel Bros., Brooklyn, has named 
Young & Rubicam to handle the 
advertising of Piel’s beer, begin- 
ning Sept. 2. The account previ- 
ously was with Kenyon & Eck- 

So aR we i a ee escent 



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Lasker Death 
Recalls Famed 
Adman’s Career 

$). (Continued from Page 1) 

; Kennedy and Claude C. Hopkins, 
hammered out a new definition 
“salesmanship in print.” 

~ ® Lasker probably holds the record 
for the number of men he trained 

to become successful leaders in ad- 

vertising thought and _ practice: 

Getchell, Benton, Blackett, Hum- 

mert, Aveyard, Erwin, Wasey, 

Faust, Sherman, Marquette, Foote, 

Cone, Belding, Whedon, Don Fran- 

: cisco, Sheldén Coons, Duane Jones 
TL and Simon Halpern are but a few. 
Phd “He stands out among us,” said 
tt one protege years ago, “as one who 
pioneered in changing advertising 

y agencies from mere brokerage 

1 y: : 

\) Qy 

| ake 
: NS 

my Coupon Clippers” 


a EXTENSION readers are “cou- 
on clippers” par excellence! 
nd when a reader takes the 
ne to clip and mail a coupon, 

upons prove where sales come 
om and keyed copy has proved 

that EXTENSION Magazine, 
the National Catholic Monthly, 

Fi ting gat ol a 

houses into constructive service or- 
ganizations; changing “general 
publicity” into a positive selling 
force; changing large-scale, theo- 
retical ad campaigns into localized 
trial campaigns before expansion; 
the installation of the first record 
of results for the guidance of gen- 
eral advertisers; the introduction 
of business-like planning and 
methods to a profession which un- 
til then had been regarded rather 
as ‘a thing apart,’ the personnel of 
which was made up of men who 
were clever at ‘keeping the name 
before the people.’ 

s “He refused to accept many ac- 
counts because he knew that ad- 
vertising, in their cases, could not 
benefit them. He resigned accounts 
which insisted on following adver- 
tising procedures that he knew 
would be unprofitable to the ad- 

“He continually stated to his 
staffs that advertising, of necessity, 
|must pay the advertiser before it 
could pay advertising men, and 
therefore (in addition to the mat- 
ter of honesty) every man who 
worked on any campaign should do nally, a copywriter came up with 
so as he would if he were one of| “a light smoke.” Lasker seized on 
the owners of the product adver- it, sold the campaign to American 
tised. Tobacco, and on payday the copy- 

“Mr, Lasker was one of the first) writer discovered he’d earned a 
to advocate a money-back guaran- bonus—$5,000. Halpern, today 
tee of advertised goods. He be-| president of Pres-a-lite, testifies 
lieved in the protection of the con-| that Lasker once paid him a bonus 
sumer against false advertising. He| of $10,000 for creating the line, “So 
solicited business always on the) round, so firm, so fully packed, so 
basis of what he had to offer— free and easy on the draw.” 
never on that of any weakness of 

an opposing agency. He was ethical : : 
from choice, to satisfy his own © Once he had decided that a piece 

ideas of advertising standards, and of oa ts vg oe oe. - 
the place that the profession should| Would fight stubbornly and. cun- 
occupy in the economic system.” . <i sad 

- ie was one of the most skilled sales- 
| men the agency business ever saw. 
| He fought some titanic battles with 
Hill of American Tobacco over 
peer Tong Pe copy, and between them they ham- 
atwentionts didn’t spend enough.| mered out some of the most star-| 
|In 1912 he proposed to Lord &/| ting campaigns of American ad- 
} Thomas clients that they multiply vertising 

their appropriations five to ten) phe ads turned out by Lord & 
times, and he offered to finance Thomas under Lasker were hard- 
the advertising to the tune of a selling, seldom pretty. Lasker was 
year's aoeee. ; a devotee of the idea that an ad- 
| Among the companies that went vertisement is no place for enter- 
| along with such an arrangement | t,inment. And for years L&T was 
| were Goodyear Tire & Rubber Co., known in the business as “the 
bendy se atte Cheltenham Bold” agency—a peri- 
' oe eee *: od in which it never used any other 

He was a shrewd investor; he typeface 

was one of the founders of Pepso-/| ~ - . 
dent Co., and for many years one 
of its active heads. He was one of 
| the executive directors of Inter- 
national Cellucotton Co. And he 

he He dug out new products to ad- 
vertise—tires, toothpaste, soap, 

lcanned goods. He preached that 

® According to Lasker, the greatest 
thing in advertising was the copy 
itself. A measure of the devotion 
he rendered this concept is the 

Albert Lasker at the height of his career as head of Lord & Thomas. 

He took one look around and ex- 
claimed, “My God, do I pay all 
these salaries?” 

In a sense, these anecdotes sym- 
bolize the contradictory character 
of the man. He was cost-conscious, 
yet lavish in his generosity. He 
was ruthless (as many a former 
employe can testify), yet in the 
panic of 1907 and subsequent de- 
pressions he took care of all his 

® Lasker had no use for informal- 
ity in business, and he liked his 
executives to address each other 
as “Mr.” during office hours. This 
rang an odd note in the agency 
business, which traditionally oper- 
ated in shirtsleeve fashion. 
Friends of Lasker have ascribed 
his insistence on “Mr.” to his early 
days as a reporter, when he visited 
a Texas sanitarium, subsequently 
exposed as a joint with more 
quacks than a duckpond. As the 
“medicos” conversed, they punctil- 
iously sprinkled their conversation 
with “but, doctor,” and “yes, doc- 
tor.” Lasker never forgot the les- 
son, and his men said “mister.” It 
helped to establish an atmosphere. 

® Throughout his life, he took pe- 
riodic side trips from advertising. 
In 1914, he became interested in 
the Leo M. Frank case in Atlanta. 
Convinced that Frank had been 

Advertising Age, June 9, 1952 

unjustly convicted, he spent more 
than $100,000 in an effort to re- 
open the case. Mr. Lasker won 
and lost: Although the governor 
reprieved Frank, the man was tak~- 
en from a penitentiary by a mob 
and lynched. 

In 1917, Mr. Lasker served un- 
der Woodrow Wilson as assistant 
to the Secretary of Agriculture. 
In 1918, under Will Hays, he was 
assistant to the chairman of the 
Republican National Committee. 
He managed Sen. Hiram W. John- 
son’s candidacy for the White 
House, and hoped to limit the pow- 
ers of the League of Nations. He 
later swung full circle; in the 1940 
convention he was Willkie’s floor 
leader in the Illinois delegation. 

# In 1921 he was named chair- 
man of the U. S. Shipping Board 
and supervised the liquidation of 
more than $3 billion in invest- 
ments during the next two years. 
Lasker’s loathing for waste was 
evident in his first days with the 
shipping board. Appalled by the 
huge number of clerks he found in 
the board’s offices and nettled by 
the fact that his staff was submit- 
ting reports weeks late, Lasker 
called in an efficiency expert. The 
latter took one look at the acres 
and acres of clerks and desks and 
threw up his hands. Lasker 
promptly fired every second clerk 
in the place and announced that 
100 more would go each month 
thereafter. From that point on, 
Lasker got his reports on time. 

@ About 1915 he acquired an in- 
terest in the Chicago Cubs, and 
throughout his life he was an ar- 
dent baseball fan. He was active 
in the frantic scurrying in the 
baseball world after the Black 
Sox scandal of 1919. The plan for 
baseball’s reorganization and su- 
pervision, entailing the hiring of 
Judge Kenesaw Mountain Landis, 
is frequently called the Lasker 

He was just as fond of golf and 
directed the building of the first 
18-hole public course in Southern 
California—with grass_ greens. 

He had a private course at his 
home in Lake Forest, Ill., which 
he turned over to the University 
of Chicago during the war. Gene 
Sarazen once called it one of the 
three finest in the U. S., and the 
U. S. Golf Assn. maintained its 
experimental grass station on Las- 
ker’s estate. 

One of the last of the advertis- 

produces AND PRODUCES 
sales! One EXTENSION adver- 
tiser had this fact proved to him 
so forcibly through a 28-line 
keyed ad that he has increased 

was just the kind of advertising 
man to harness the capricious abil- 
ity of the king of American To- 
bacco Co., the late George Wash- 
ington Hill. . 

® Lasker and Hill worked together 

fact that he resigned the General 
Electric and RCA accounts because 
he felt these clients were paying 
more attention to merchandising 
than to copy. 

Lasker never allowed any phase 

RALEIGH, North Carolina 

his EXTENSION advertising 
from 28 lines to 6,880 lines—a 
10-page section! 

With its better than half a mil- 
lion circulation throughout a 
f group with greater than aver- 
age incomes and larger than 
average families, EXTENSION 
Magazine is consistently a high 
volume, low cost sales producer. 
Join the ranks of EXTENSION 
advertisers who know our “‘cou- 
pon clippers’ mean business— 
for them! 

OVER 559,000 A.B.C. 

on the ads for Lucky Strike. Lasker f the business to threaten the im- 
never wrote copy, but he was a Portance of copy. Periodically, he 
terrific copy editor. He and Hil] Would set up a research depart-| 
often spent hours on a single piece ment in Lord & Thomas and later | 
of copy, blue-penciling here, un- @liminate it on the ground that) 
derlining there, changing a word, ‘esearch was getting too much 

sharpening the headline. Lasker) Play. aa 
always paid particular attention to At the same time, Lasker was) Raleigh is the BIG Wholesale Per Family ee 
the head on an ad. convinced that the only measure and Retail Trade Center of the Ist in N.C. 

Lasker was firm in his belief | of successful management was net} 23 cea “ 

s 2 y ‘Golden Belt of the Autom. 

that copy was the heart of adver-| profit. People who worked with| South" _ é ie " Y seateeenns 
tising. And although he never him recall that he often took meas- a + © Gementanmty ee 
wrote any, he regarded himself as ures aimed at holding down agen-| Prosperous areo that accounts Drug Sales ........$3,740,000 
a peerless editor. cy — His grew for practically ONE THIRD of 2nd in N. C. 

On Walter Weir's first morning) not to make money, but to e imi- = 
at Lord & Thomas, he looked up to nate waste, which he loathed. | an ae ee Retail Sales ......$112,621,000 
find Lasker standing in the door- | activity. 3rd in N. C. 
way. ® The story is told that he was! H-F-R Sales 7,274 

“You are said to be the finest) frequently seen, both at home and | 3rd in “1g iene 

copywriter in America,” said the in the office, going from room to} 
agency's owner, “but remember—I room turning out the electric lights 

Merth Carolina's Pace-Setting Giy! 



(SM Survey 5/10/52) 


am the best copy editor.” And he 
disappeared down the corridor. 

® His predilection for copy gave 
rise to some of the well-rubbed 
anecdotes of the ad business. One 

——provided no one was using the 
rooms at the moment. The story 
is also told that he frequently 
played golf with $50 riding on 
every hole. 

News and 

PLUS Eastern 

S “eee with The News and 
Observer, the ONLY Morning-and- 
Sunday newspaper published in the 

Hugh J. Blakely 
Advertising Director 
1307 S. Wabash Avenue 
Chicago 7, Illinois 

possibly apocryphal, says that he staff had worked day and night for 
once paid $5,000 for an article, an two months on a new Lucky cam- 
adjective, a noun and a period, It paign, Lasker came in from Flori- 
goes like this: da to pass on the work. A staff 

L&T was looking for a good slo-, meeting of perhaps 200 people was 
gan for Cremo, without result. Fi- on hand when Lasker walked in. 


One time, after the New York 33 county Golden Belt. 
| MORNING & mactium 114,741 Morning 
SUNDAY} 120,613 Sunday 

(Publisher's Statement to ABC, 3/31/52) 

Rep: The Branham Company 

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Advertising Age, June 9, 1952 

ing tycoons, Mr. Lasker had an 
immense personal fortune and 
spent much of his later life dis- 
posing of it. In 1928 he gave $1,- 
250,000 to the University of Chi- 
cago for a foundation for research 
in diseases of the aging. Later the 
fund was released for the general 
purposes of the university. 

His $3,000,000 Lake Forest es- 
tate also went to the university. 
He was active in Jewish charities 
and was a member of the execu- 
tive body of the American Jewish 
Committee. With his family, he 
gave the National Farm School and 
Junior College in Bucks County, 
Pa., one of the buildings it now 
occupies. The gift was made in 
memory of his father, who had an 
abiding interest in the develop- 
ment of the Jews in agriculture. 

® Despite his civic interests, he was 
rooted in advertising. The story is 
told that a meeting he was holding 
with G. W. Hill, Sam Goldwyn and 
Paul Block was interrupted by a 
messenger, who handed Lasker a 
notice that the U. S. had recognized 
Soviet Russia. The men kicked the 
news around idly for a moment, 
and then Lasker grinned at Hill 
and said, “I guess this is swell—if 
it will sell more Luckies.” 

In December, 1942, as he left 
the agency business, he set up the 
Lasker Foundation with his third 
wife, the former Mary Woodward 
Reinhardt. The Lasker Foundation 
gives grants for medical research 
and awards for outstanding con- 
tributions through research and 
administration. In 1944, Mr. 
Lasker discovered that the Ameri- 
can Cancer Society had never con- 
ducted a major national campaign 
nor raised any funds for research. 
In fact, in that year the ACS 
raised only $850,000 nationally, 
and none of it was earmarked for 

s Mr. Lasker proposed that he and 
his wife would supply funds for a 

Horse Play eee 

win once and you shout 
from the roof tops 

LOSE 99 TIMES ... and you're a ‘dead 
goose’’. You'll do more shouting, oftener 
SAY Py with ads typeskilied by Walk, Cheek this. 

WAL advertising typographer 

promotional campaign, 

25% of the funds raised were de-| 

voted to cancer research, which (Continued from Page 1) 

at the time was getting only $1,-| joined Lord & Thomas in 1898 with 

190,000 from federal and private|the intention of making a brief 

sources. | study of advertising, then return- 
In 1945, the American Cancer | ing to the newspaper field. He was 

Society raised more than $4,000,-| disappointed, but intrigued by the 

000, and since then has raised| fact that none was able to give a 

more than $20,000,000 for cancer| satisfactory answer to his query 

research through 1951. Similarly, 
the U. S. Public Health Service’s 
National Cancer Institute has had 
an annual increase of funds for 
research, education and control, 
from $550,000 in 1945 to $17,000,- 
000 in 1952. 

He devised and submitted to 
Michael Reese Hospital in Chicago 
in 1946 a proposal for the estab- 
lishment of a teaching and re- 
search institute for psychosomatic 
and psychiatric training and re- 
search, the first of its kind in the 
Midwest, and contributed sizably 
to the research and building fund. 

And the Laskers were prime 
movers in the organization of the 
Health Insurance Plan of Greater 
New York, (AA, Nov. 12, 1951) 
and Group Health Insurance Inc. 

s Late in life, Lasker began as- 
sembling a notable art collection. 
These paintings, mostly French 
moderns, were hung in his home 

as to what constituted effective ad- 

@ Though the bright flame of 
genius was burning in the adver- 
tising field even then, the pioneers 
were doing good work instinc- 
tively and without the guidance of 
a basic principle. 

Kennedy made a dramatic en- 
| trance into the advertising world. 
At 6 o’clock one May evening, A. L. 
| Thomas, head of the agency, re- 
ceived this note: 

“You do not know what adver- 
tising is. No one in the advertising 
| business knows what advertising 
| is. No advertiser knows for certain 
what advertising is. If you want 
to know, tell this messenger that I 
should come up. I am waiting in 
the lobby downstairs.” 

Mr. Lasker was in Mr. Thomas’ 
office when this cryptic message 
was received, and was delegated 
/to interview Kennedy—an inter- 

in Beekman Place. They included! yiew which lasted until 3 o'clock 

two Van Goghs, two Renoirs, 
Picassos, some specially commis- 
sioned Dalis, and examples of the 
work of Redon, Manet, Degas, 
Toulouse-Lautrec and Miro, among 
others. Lasker’s dining room had 
a group of five Matisse paintings. 

His interest in art stemmed part- 
ly from his third wife, who had 
been divorced from Paul Rein- 
hardt, an art dealer. 

His first wife was Flora Warner, 
whom he married when he was 22, 
and by whom he had three chil- 
dren. She died in the 1930s. He was 
married to Doris Kenyon in 1938, 
and divorced nine months later. In 
1940 he married his present wife. 

He is survived by his widow, and 

by his children—Mary, married to newspaper and magazine in Ameri-| 
Leigh B. Block, v.p. of Inland Steel | cs ran them free of charge over | 
Co.; Edward, a motion picture pro-!| the name of our firm.” 

|ducer, and Frances, married to 
| Sidney F. Brody, an industrialist 
|and gyroscope specialist. He had 
| four grandchildren. Two sisters, 
| Mrs. Samuel Rosensohn and Loula 

| Lasker, also survive. 

6 East 39th Hyreet 
Murray Hill 5 A474 

photography in 
eli its phases... 

Industrial - Food 
Hill. tile . Shustration 

|mail order concern. Hence, 

the following morning. The erst- 
while member of the Canadian 
Northwest Mounted Police, who 
had fashioned his advertising defi- | 
nition in the still watches of the 
night, told the listener: 

s “Advertising is salesmanship in 
print. Give the consumer, in an 
interesting way, the reason why it 
is in the consumer’s interest to 
buy the wares you have for sale.” 

Kennedy joined Lord & Thomas 
and wrote his thesis in a series of 
short articles. 

“So promising to the future of 
advertising were their inspired 
foresight and common sense,” said | 
Mr. Lasker, “that practically every | 

| How Kennedy translated his 
theory into copy that sold was 
also related by Mr. Lasker. 

“The initial client that Lord & 
Thomas secured for Mr. Kennedy’s 
services was a company which in- 

}vented and marketed the first 

washing machine. It operated as a 
was an opportunity to get meas- 
ured results on applied salesman- 
ship-in-print as compared to pre- 
vious copy. 

@ “The company prepared its own) 
advertisements: its business grew 
in a modest way. It ran, as did 
many other advertisers in those 
days, the same advertisement for 

years without change. 
“It was a small advertisement 

provided | [asker Tells Kennedy's Great Influence 

ment plan when installment buy- 
ing is socially a disgrace’—as it 
was in that day. 

“Working with exactly the same 
elements that the copy always had, 
without changing a single fact in 
the sales plan, here is the adver- 
tisement that John E. Kennedy 

“At the top of his copy he pic- 
tured a woman sitting in a rocking 
chair reading a magazine, while 
her left hand turned the crank of 
the machine. He thereby showed 
the pleasures and benefits of using 
the washing machine. This was 
news. This was affirmative. The 
old illustration was offensive and 

“His headline read: ‘LET THIS 

s “Note the directness, the newsi- 
ness, and the sales appeal in this 
headline. How different from 

“His copy began: ‘A man once 
tried to sell me a horse. He said 
it was a good horse, I said, “All 
right. I want to buy a horse. Let 
me see the horse.” “No,” he said, 
“I cannot let you see the horse, be- 
cause the horse is not here. You 
will have to pay me for the horse 
and take my word for it that it is 
a good horse.” I did not buy the 
horse. I made up my mind that if 
I ever went into business, I would 
not ask anyone to buy any of my 
goods on blind faith.’ 

“In light of that simple parable, 
the offer of four weeks’ free trial 
now meant something. 

“And instead of asking a woman 
to buy on installment of $2 a 
month, Mr. Kennedy wrote: ‘If you 
hire a washwoman, you pay her 
$1.20 a day. If you do your own 
washing, your time is surely worth 
at least as much. My machine will 
do your washing in half the time 
the old way requires. If after 30 
days’ free trial you find this is a 

| fact, send me 50¢ a week for a few 

weeks out of the 60¢ you save 
either in your own time or that 
of a laundress.’ 

s “Far from asking the reader to 
admit that she was a drudge, here 
was the implication that every wo- 
man is worthy of a servant. 

“And far from subjecting her to 
the humility of installment buying, 
here was the more positive appeal 
to save 50¢ a week and let the 
machine pay for itself. 

“The results achieved instantly 
were truly beyond belief. The} 
number of inquiries for every dol- 
lar spent were multiplied, the per- 
centage of sales to inquiries dou- 
bled, and profits thereby quad- 

Mr. Lasker told how emotion 

rund £07 


You'll be pleased and 
satisfied with the 
personal service and 
cooperation you will 
get at Pontiac. 
Whether you use one 
service or all six, you 
will receive the 
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|with the headline ‘DON’T BE 
BOARD.’ In the copy they told (1) 
| about this newly invented washing 
Ge ffy | machine that could be operated by 
lel |hand; (2) that it did the work in 
| half the time required in the old- 
|fashioned washboard way; (3) 
|that it was offered on a 30-day 
free trial plan. or if found accept- 
| able could be bought on the install- 
|ment plan at $2 a month. 

“The genius of John E. Kennedy 
|later quadrupled their business 
|and multiplied their profits with- 
out altering a single line of the 
| facts in this advertisement. 

|\@ “He reasoned: ‘Your business 
has grown slowly because (a) you 
ask the woman who answers your 
advertisement to accept your state- 
|ment that she is chained to the 
washboard; when, in fact, this is 
hyperbole, which never attracts; 
(b) you fail to present the allure 
to be found in your machine; (c) 
your trial offer, as stated, does not 
instill the confidence that it should, 
|and (d) you offer it on the install- 

was introduced into advertising by 
Woodbury’s facial soap and how 
Lifebuoy, seemingly doomed to 
failure, made a sensational suc- 
cess when the right copy was writ- 
ten. He related how Chrysler 
pierced the Ford and Chevrolet 
armor with “Look at all three.” 



® But these victories and all others 
he attributed merely to a broad- ART WORK 
ening and logical growth of the PHOTOGRAPHY 
fundamental laid down by Ken- TYPOGRAPHY 
Mr. Lasker summed up all of ELECTROTYPING 

his advertising philosophy in the 
commandment: “Make it sing,” 
but said that this, too, is rooted in 
the Kennedy definition. And re- 
turning to that prophet of adver- 
tising, he said: 

“I accepted the invitation to 
speak to you today that I might 
plead with you, my fellows in ad- 
vertising, to have the vision, the 
patience, the courage in face of 
stress and change to abide ever by 
the fundamental concept of adver- 
tising copy, through which alone 
advertising practice will endure.” 

ng &- 


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House Study of 
TV Programming 
Brings Out Drys 

Rep. Gathings’ Group 
Vague About Purposes 
and Scope of Hearing 

WasHiIncton, June 5—“Dry” 
forces moved in fast with a bar- 
rage of attacks on beer commer- 
cials when a special House inter- 
state commerce subcommittee 
spent three days this week explor- 

ing complaints about TV program- 

The hearing was off to a rocky 
start Tuesday, when Rep. E. C 
Gathings (D., Ark.), sponsor of 
the investigation, struggled unsuc- 
cessfully to give the committee an 
explanation of what he hoped to 

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In an opening statement, Rep. 
Gathings contended “the programs 
over the air should be reasonably 
fit for human consumption.” 

@ Under questioning, he conceded 
that there has been improvement 
in “apparel decorum” since the ar- 
rival of the TV code. 

He expressed doubt that the code 
“is the final answer” but he as- 
sured the committee he did not see 
any need for legislation. 

“One of the fundamentals of our 
American way of life is freedom 
of expression,” he said. “The en- 
actment of laws which would re- 
strict freedom of speech would 
result in administrative control 
and entail some kind of censor- 
ship. The people of the nation 
would deplore such legislation and 
I trust that it will not become nec- 
essary to enact a law of this na- 

His complaints about the num- 
ber of crime programs on TV 
brought a quick observation from 
Rep. Arthur Klein (D., N. Y.), a 
subcommittee member. 

@ When Mr. Gathings reported 
that crime programs occupied three 
of the four Washington channels 
during prime periods on Thursday 
evening, with wrestling on the 
fourth channel, Mr. Klein burst 
out: “Sometimes we overlook the 
most important choice we have, 
and that is not to watch the damn 
thing at all.” 

First of the Dry spokesmen was 
Rep. Joseph R. Bryson (D., S. C.), 
who proclaimed himself an avid 
TV fan. “You might not believe 
it,” he said, “but wrestling is one 
of my favorite programs.” 

Mr. Bryson, who has sponsored 
anti-liquor advertising legislation 
for 10 years, first objected to pro- 
grams “which tend to discredit 
the sacredness of marriage vows.” 
Turning on the beer ads, he ar- 
gued, “I feel it is wrong to por- 
tray beer as wholesome and body 

@ Yesterday and today, the attack 
on beer commercials was advanced 
by such groups as the Women’s 
Christian Temperance Union, the 
National Grange and the Interna- 

Peat ot tt ge 8 i a a 


an apple in the crowd, although these 

four advertising people were among the guests at the Processed Apples Institute 

luncheon launching an “All About Apples” recipe book. Left to right are Edward 

Bozorth, St. Georges & Keyes; Polly Gade, Charles W. Hoyt Co.; Kathleen Dunn- 
ing, Ted Bates & Co., and Frank Henderson, Young & Rubicam. 

tional Order of Good Templers. 

When J. Raymond Schmidt of 
the Templers said it was up to 
Congress to “keep the beer sales- 
man out of my house,” Rep. Klein 
perked up. 

“What’s needed,” he said, “is 
more discipline in the home. Par- 
ents should be able to tell children 
what to do and have them do it. 

“I wouldn’t have a TV set in 
my house if I thought it was that 
dangerous. I'd throw the damn 
thing out of the house.” 

Later this morning, the subcom- 
mittee heard Paul Harvey, ABC 
Chicago commentator, attack 
Broadway humor. Rep. Klein chal- 
lenged him to prove Chicago was 
any better. 

@ The hearings provided lively 
copy for the newspaper feature 
writers. On Tuesday, Rep. J. Ed- 
gar Chenowith asked Rep. Gath- 
ings to define a proper neckline 
for women. 

“You see,” said Rep. Chenowith, 
“in boxing if a man 
the belt, that is a foul and the man 

is disqualified. Now where is the 

line here?” 

Rep. Gathings sputtered. “I'd 
say reasonableness would be the 
guide,” he answered. 

At the close of today’s session, 


on the 

A. Yes 

A. Yes 

Q. Do you INSIST on the best in 

Q. Do you want to 
A. Yes 

save money? 

all the details. 

Q. How can you get top grade litho 
A. I can phone, write or wire JOHN- 

right now and get 



Q,) a 
Rak es Printin 


a PHONE 6127 - 6128 

Rep. Oren Harris (D., Ark.), sub- 
committee chairman, ordered a re- 
cess of a week for further research. 
Subcommittee members were still 


Detroit, June 4—G. Fred De- 
Bolt, 48, v.p. of Ross Roy Inc., 
died this morning after an illness 
lasting several months.. 

Mr. DeBolt got his start in ad- 
vertising as a copywriter for 
Charles Schweim Co. in 1926. 
Later he joined the Fred M. Rand- 
all Co. as a copywriter and account 
executive, and in 1931 

ment of the Dodge division of 
Chrysler Corp. In 1935 he joined 
the copy staff of N.W. Ayer & 
Son's Detroit office. 

Mr. DeBolt joined Ross Roy 
in 1936, and for the past three 
years served as a v.p. and account 
supervisor on the Dodge truck ac- 


MILWAUKEE, June 4—Will H. 
Fisher, 70, former operator of Will 
H. Fisher Inc., direct mail adver- 
tising firm, died here today. He 
sold his business last fall and re- 

tired because of ill health. 


| New York, June 6—Oswald F. 
| Marquardt, 67, president of Mar- 
| quardt & Co., wholesale paper mer- 
|}chant, and former president of 
National Paper Trade Assn., died 
yesterday after a brief illness. 

hits below | 

was brought to this country at an 

| early age. As a young man, Mr. 

Born in Elberfeld, Germany, he | 

Advertising Age, June 9, 1952 

Marquardt entered the paper busi- 
ness. In 1924, he founded his own 
company and took an active part 
in paper industry activities. 


John J. Keegan, 53, partner in 
Keegan Advertising Agency, died 
June 4 after an extended illness. 

Born in Milwaukee, Mr. Keegan 
attended the University of Chicago 
and was graduated from the Uni- 
versity of Pennsylvania. He joined 
Harper’s Bazaar and later repre- 
sented Photoplay for a brief period 
before joining Conde Nast where 
he represented Vogue and Gla- 
mour. He opened his own agency 
in Birmingham in 1948. 

Mr. Keegan served in the Army 
during both world wars and was 
president of the Birmingham ad- 
club last year. His widow, Mrs. 
Josephine Keegan, tentatively 
plans to continue her husband’s 


Lonc BeacH. CAL., June 4— 
Arthur M. Barman, 63, a native 
lof Portland, Ore., died here of 
ieancer June 3. He was formerly 
lassistant advertising manager and 
lthen advertising manager for the 
|old Portland Telegram, which in 
| consolidation with the old Port- 
|land News was absorbed by the 
| Portland Journal prior to World 
| War II. 
Sumit, N. J., June 3—Arthur 
| R. Wendell, 76, president and gen- 
eral manager of the Wheatena 
Corp., Rahway, died May 31. 

vague about the purposes of their | 


he went) 
with the sales promotion depart- | 

‘Youth in Advertising’ Meet 
Set in Denmark June 16-21 

An international “Youth in Ad- 
vertising” meeting, sponsored by 
the youth section of the Copenha- 
gen Advertising Assn., will be held 
in Copenhagen, Denmark, June 16- 
21. Activities will center about the 
Copenhagen School of Business 
Administration. The official lan- 
guage of the meeting will be 

The conference is made possible 
by a donation from the Tuborg 
Foundation, set up by Tuborg 
Breweries, Copenhagen. Countries 
to be represented are the U. S., 
Belgium, France, Italy, Finland, 
Holland, Norway, Switzerland, 
Sweden, Germany, Austria, Eng- 
land, New Zealand, Australia, 
South Africa, India and Ireland. 

| Associated Advertising Moves 
* Associated Advertising, Los An- 
geles, has moved its offices to 1017 
| N. La Cienega Blvd. 




meet with them as a group at 

1150 Plymouth Building 

P.S. Full ission to 

| offer a food manufacturer . . . 


If your packaged product has lost ground, | can put it back in the 
front rank. If it has never yet won leadership, | can put it in the 
NUMBER ONE spot. | con show you how to maintain top position 
indefinitely. In short, | can offer you in one or more particular 





. « . At @ cost that need not exceed 40c per case... 
months of market dominance for less than the salary of one 
average salesman. Sounds unbelievable? | can back up every word 
with ample evidence of the most convincing kind . . 
Programs ore already set up for 10 major markets. 
In one or more of these you are sure to find that your product 
needs the sales stimulation my plan can give it. This is a matter 
for discussion with your full executive staff. | shall be happy to 

details of a revolutionary merchandising plan that gets results and 
gets them fast. Phone, wire, or write to arrange time and place for 
your key men to hear my proposal. 




. actual case 

their convenience, and give full 

Main 1813 
3, Minnesota 


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Advertising Age, June 9, 1952 

Candy Group 
Discusses Fate 
of the 5¢ Bar 

Cuicaco, June 6—The fate of 
the 5¢ candy bar came up for dis- | 
cussion at this morning’s meeting | 
of the National Confectioners’ | 
Assn. here, June 2-6. 

A panel representing wholesalers, | 
automatic merchandisers, theaters, | 
chain drug stores, variety stores, | 
chain food stores and supermar-| 
kets, independent food stores and | 
department stores tock up the sub- 
ject of the 10¢ bar, the $64 ques- 
tion posed by co-moderators Vic- 
tor H. Gies, v.p. of Mars Inc., Chi- 
cago, and Irvin C. Shaffer, v.p. of 
Just Born Inc., Bethlehem, Pa. 

Peter Kramer Jr., Peter Kramer 
& Son, Somerville, Mass., repre- 
senting the National Candy Whole- 
salers Assn., told the group that 
the introduction of 10¢ bars would 
probably not alter present volume 
figures but that unit sales would 
drop materially. This is mainly be- 
cause there are still quite a few 
nickel products to choose from, he 

® Asked if wholesalers were hold- 
ing back on their support for the 
10¢ bar, Mr. Kramer admitted a 
lack of enthusiasm because he felt 
the dime product in most cases 
wasn’t worth its price, and that 
most of the advertising creating 
a demand for a particular product 
said it cost 5¢. 

Another criticism voiced by Mr. 
Kramer was the lack of rack facil- 
ities for dime bars. Customers 
look at a rack of 5¢ candies, he| 
said, select a 10¢ bar from among | 
them, and put down a nickel. 

Samuel T. Zucker, general man-| 
ager of Consolidated Tobacco Co., 
Chicago, representing the National | 
Assn. of Tobacco Distributors, | 
agreed with Mr. Kramer’s con-| 
tention that unit sales would drop | 
with the introduction of the 10¢) 
bar, but said he thought the drop 
wouldn’t last more than a few 
months. Ten-cent bars are selling 
pretty well now, he asserted, and 
this is a direct result of the adver- 
tising their manufacturers have 
given them. He suggested that 
candy makers contemplating a 10¢ 
product should make it larger and, 
if possible, put it out in two pieces 
so that the consumer feels he is get- 
ting more for his dime than he did | 
for an old fashioned nickel. The) 
larger bar should be stressed, he | 
said, in the candy’s advertising. 

s (Editor’s Note: An AA staffer) 
with a sensitive sweet tooth re-| 
ports that he has been buying 5¢ 
Hershey bars, with or without al- | 
monds, two at a time instead of 
buying the 10¢ size. Reason is that 
the smaller bar, selling for 5¢ most 
places, weighs 7/8 oz. with al- 
monds and 1 oz. without, while 
the larger bar, selling for a dime, 
weighs 1 5/8 oz. with the nuts in 
it and 1 7/8 plain. Hershey, one of 
the few candy makers that sells 
both size bars, clearly marks the 
big bar “10¢,” but the smaller one 
has no price on it.) 

Automatic vending machine dis- 
tributors are faced with a particu- 
lar problem with the 10¢ bar, Wal- 
lace T. Collett, W. W. Tibbals Co., 
Cincinnati, representing National 
Automatic Merchandising Assn., 
told the group. Roughly figured, he 
said, it would cost his company 
$20 to $30 per unit to install dime 
machines in place of the present 
nickel receivers. In addition, many 
of the outlets with vending ma- 
chines in them would object to the 
higher price. 

8 It would seem that Mr. Collett’s 
company is getting ready for a 
change, however, since all new 

machines being purchased are of 
the coin-changing variety, dis- 
pensing change for a dime or easi- 
ly regulated to accept either coin. 

Automatic vendors, though, are 
moving toward so-called bakery 
items—cookies, crackers, pretzels, 
etc.—and ice cream, he said, be- 
cause these are now cheaper to 
sell. The small selection afforded 
by the average vending machine 
and relatively high costs require 
vending machine distributors to be 
extremely careful in their buying 

| practices, he said. The 20-year-old 

automatic vending industry now 
represents between 15% and 20% 
of the total bar goods market, Mr. 
Collett said. 

Representing department stores, 
Robert W. atson, supervisor of 
candies and foods for Sears, Roe- 
buck & Co., Chicago, reluctantly 
reported that people are buying 
much less candy today than they 
were eight years ago. In fact, per 
capita consumption has gone from 
20.5 Ibs. in 1942 to 17.6 lbs in ’51. 

s Mr. Watson said that one of the 
reasons for the drop is that the 
industry hasn’t pushed its product 
as a food item instead of a “treat” 
to create repeat sales. High war- 
time birth rate levels promise a 
good market in the larger younger 
generation, he said, but the candy 
industry hasn’t done enough to) 
cultivate it. Anti-candy propagan- 

emphasis on weight 
diets—which don’t call for candy— 
have been contributing factors, he 

Hubert D. Wolfe, Walgreen Co.., | 
Chicago, representing the National | 
Assn. of Chain Drug Stores, told 
the group that multiple candy bar 
sales (i.e., three for 10¢, etc.) have 
almost doubled Walgreen candy 
sales. Walgreen is now investing 
a large sum in the development of 
self-service drug stores, eight or 
ten having already been opened. 

To sell more candy, Mr. Wolfe 
said, merchandising racks in the 
self-service stores will have to be 
more appealing. Several years ago 
the company started offering com- 
missions to sales clerks on boxed 

Last Minute News Flashes 

Toni Co. Buys Radio Time on CBS, ABC 

Cuicaco, June 6—Toni Co. has picked up radio time on both CBS 
and ABC. For White Rain (Tatham-Laird) and Prom (at present with 
Foote, Cone & Belding, but moving to Weiss & Geller Aug. 1) it is 
sponsoring “It Happens Every Day,” a five-minute show with Arlene 
Francis, on CBS, daily at 5 p.m., CDT, starting June 16. It also is re- 
placing Philip Morris in the Tuesday and Thursday segments of “Break 
the Bank” on ABC, on July 1, Featured will be Toni, Tonette (FC&B) 
and White Rain. FC&B will produce the show with Tatham-Laird co- 
operating for the White Rain commercials. 

Tag Manufacturers Will Begin to Advertise 

New York, June 6—The Tag Manufacturers Institute, a trade asso- 
ciation of leading tag manufacturers, has appointed Abbott Kimball 
Co. for an advertising, merchandising and public relations program. The 
institute has never advertised before. 

VanDeventer Joins GF Marketing Research Statt 

New York, June 6—Francis H. VanDeventer, formerly research di- 
rector of Hewitt, Ogilvy, Benson & Mather, has been named assistant 
director of marketing research at General Foods. 

Motor Products to Sponsor Gabriel Heatter 

Cuicaco, June 6—The Deepfreeze appliance division of Motor Prod- 
ucts Corp., North Chicago, will sponsor Gabriel Heatter over the full 
Mutual network for 52 weeks, starting June 26. Roche, Williams & 

Cleary is the agency. 

Volkhardt Heads Warren Merchandising 

STAMFORD, CONN., June 6—-Northam Warren Corp. has appointed 
John M. Volkhardt to the newly created post of merchandising mana- 
ger. Previously with Vick Chemical Co., Mr. Volkhardt joined the com- 
pany in 1950 as assistant to the v.p. and general manager. 

Pfizer Starts Multi-page Ads in ‘AMA Journal’ 

NEw York, June 6—Chas. Pfizer & Co. will launch a 16-page edi-| Chicago, she has been art director 
da from dentists and a continuing | torial advertising insert in the June 21 issue of the Journal of the | for the past 10 years. 

reduction | American Medical Assn. The insert, to be called “The Pfizer Spectrum,” | 

Frances Owen 
Wins Adwoman 
of Year Award 

New York, June 6—Frances 
Owen, art director of Marshall 
Field & Co., Chicago, has won the 
annual Advertising Woman of the 
Year award pre- 
sented by the Ad- 
vertising Federa- 
tion of America. 

Selection of 
Miss Owen will 
be announced 
Sunday at a Wal- 
luncheon opening 
the 1952 AFA 
convention, Miss 
Owen will accept 
the award in per- 

The title is conferred each year 
in recognition of the woman who 
| has contributed most to the growth 
and development of advertising 
| during her career. 

Frances Owen 

@ Miss Owen is 48 and has been 
with Marshall Field for 22 years. 
A graduate of the University of 

In nominating her for the award, 

will appear bi-weekly, and later as a weekly, Edward W. Whitney, ad-| the Chicago Women’s Advertising 
vertising manager of Pfizer, said. It is the first such copy to appear in ; 
the Journal. William Douglas McAdams is the agency. 

Cloro-Nips Will Bow: Other Late News 

@ One of the few remaining areas not yet invaded by the chlorophylls 
has succumbed. Cocilana Inc., New York, is introducing “the first and 
original chlorophyll-ed cough drop, Cloro-Nips.” Cloro-Nips bows in 
about a week in metropolitan New York and Connecticut. Newspaper 
cartoon ads, car cards, posters, radio spots and point of sale will be 
used. Al Paul Lefton Co. is the agency. 

e@ Frederick G. Maslen, an advertising and merchandising consultant 
for the past several years, has rejoined Buchanan & Co., New York, as a 
member of the plans board and copy staff. 

e@ Temas, monthly Spanish language magazine published in New York, 
will increase its net paid from 70,000 to 100,000 in October for its inter- 

mains the same. 

| national (Latin American) edition. The $255 rate for a b&w page re- 

candy sales and managed to in-| @ Casco Products Corp., Bridgeport, Conn., will use fractional pages 
crease total sales considerably, he | in seven magazines for its steam and dry iron between August and 


Welch Grape Juice 
Agrees to Eventual 
Purchase by Co-op 

WESTFIELD, N. Y., June 4—Welch| 
Grape Juice Co. today announced | 
it has reached agreement to sell) 
its properties to its growers—4,000 | 

|members of the Grape Coopera-| 

tive Assn.—for $15,000,000. It was 
understood that Doherty, Clifford 
& Shenfield, New York, the Welch | 
agency, will be unaffected by the 

The cooperative will take title 
when the full purchase price is| 
paid. No indication was given as| 
to when that will be. Meanwhile, | 
the present management will re- 
main. According to J. M. Kaplan, | 
president, Welch will waive all} 
profits for five years and apply 
them to the purchase price. 

® He said that, beginning in 1957, 
Welch would retain 6% of net sales | 
with the remaining 4% going to-) 
ward the purchase price. Under the 
present contract, the company’s 
profit is 10% of net sales. 

When it acquires the Welch 
properties, the cooperative will be) 
able to use the Welch trademark, 
name and good will—in return for 
royalties of 1% of net sales for ten 

Agreement on the contract was 
reached by the company and co- 
operative executives at a meeting 
here. The contract is now subject 
to approval by the growers and 
two-thirds of the Welch stockhold- 
ers. Mr. Kaplan controls two-thirds 
of the company stock. 

| December. Norman D. Waters & Associates, New York, is the agency. 

e@ Paul K. Flavin, formerly with Puck—The Comic Weekly in Chicago, 
has joined the Detroit office of This Week Magazine as advertising 


e William Hartley has resigned as executive editor of Redbook to re- 

turn to free lance writing. 

Post Office Business Advisory Board 
Urges Congress to Set Up P.O. Commission 

WASHINGTON, June 6—The ad- 
visory board to the Post Office De- 
partment lashed out at Congress 
today for forcing the department 
to run a deficit of nearly $700,000,- 

| 000. Set up under a recommenda- 

tion of the Hoover Commission, the 
board made two major suggestions. 
One is that Congress immediately 
begin making an investigation and 
fix the maximum rate of subsidies 
for various classes of mail. Two, 
having fixed the rate of subsidy, 
it should set up a rate commission 
within the Post Office Department 
to peg rates on a pay-as-you-go 

® The report says Congress voted 
$1.4 billion of higher costs an- 
nually for the department since 

| 1945 and less than $400,000,000 in 

new revenue. 

“We are less than content, serv- 
ing as advisers to this vast busi- 
ness operation, when we are faced 
with the fact that the rates to be 
charged for the services are fixed 
aside from first class mail to create 
an inevitable deficit. It seems to 
us it is high time that Congress 
lay down definite national policies 
covering the matter.” 

(Last year’s postal rate increase 
bill provided for a joint congres- 
sional committee to study postal 

rate making policies, but Congress 
has refused to appropriate money 
for the investigation.) 

® The committee said a rate com- 
mission would follow the example 
of public service commissions 
“which, rather than rely on pres- 
sures, and facts and arguments of 
proponents and opponents, are or- 
dinarily supplied with staffs of 
competent investigators.” 

The report was written by Frank 
M. Folsom, executive v.p. of Ra- 

dio Corp. of America; Daniel W- 

Bell, president, American Security 
& Trust Co. of Washington, and 
Morris L. Ernst, New York at- 
torney. It was accepted by the 
other three members of the com- 
mittee, Robert L. Thornton, presi- 
dent, Mercantile National Bank, 
Dallas; Alfred E. Lyon, chairman, 
Philip Morris & Co. Ltd., New 
York, and Charles A. Ward, presi- 
dent, Brown & Bigelow, St. Paul. 

West Coast Agencies Merge 
Two San Francisco agencies, 
D’Evelyn & Wadsworth and Rich- 
ard F. Guggenheim, have consoli- 
dated under the name D’Evelyn 
Wadsworth Guggenheim. Offices 
are located temporarily at 405 
Montgomery St. Principals of the 
new agency are Richard F. Gug- 
genheim and Norman F. D’Evelyn. 

Club said: ' 
“Hers is the biggest ‘art direct 
| ing’ job in America held by a w@- 
|man. Her interpretation of ret 
|merchandising in advertising 
sets the pace, both in the ret 
and the national arena, all acre 
the country. She has done more 
create new art techniques and co! 
cepts in retail advertising than a 
other one person-—man or woman 

@ The nominating stateme 
praises Miss Owen on two score 
for her achievements and infl 
ence in advertising art, and for h 
excellence as a business woma 
As Marshall Field art director, s 
supervises an ad volume whi 
runs into more than 4,000,000 aga 
lines a year. 

Miss Owen also has been hail 
for making her department a ve 
table training ground for succe 
ful artists. Among those who ha 
worked under her are Ruth Col 
erly, a top ranking illustrator in 
Houston, Tex.; Peter Van der Lin- 
den, art director for the nation’s 
second largest calendar house in 
Joliet, IIL; Faith Weiss, with Ray- 
mond Loewy, and Harold Kearney, 
|art director of the Scott Foresman 
publishing house. 

Miss Owen has served on many 
advertising juries and has aiso 
been a winner many times. During 
her art directorship Marshall Field 
has won more than 70 awards. Last 
year, the Chicago Women’s Adver- 
| tising Club picked her as one of 
five Women of Distinction among 
women in all professions and fields. 

Los Angeles Admen Elect 

William O. Kyte, advertising and 
sales promotion manager of the 
apparatus department of General 
Electric Co., Los Angeles, has been 
elected president of the Advertis- 
ing Club of Los Angeles. Other of- 
ficers elected are Leland A. Phil- 
lips, Grand Central Market, Ist 
v.p.; Gienn E. Carter, public rela- 
tions officer of Bank of America, 
2nd v.p.; George W. Purcell, ad 
manager of Van de Kamp’s Hol- 
land Dutch Bakers, treasurer, and 
Helen Edwards, Helen Edwards 
Agency, secretary. 

Otters Kids Lemonade Kit 

Minute Maid Corp., New York, 
is offering youngsters an 11-piece 
lemonade kit—#tncluding display 
material, budget books, cap and 
apron—for two lemonade can tops 
and 25¢. Radio and TV spots will 
be used to promote the premium 
offer. Ted Bates & Co., New York, 
is the agency. 

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Network Affiliates 
Get Set to Haggle 
Over Rates July 1 

(Continued from Page 2) 
is expected to be attended by the 
telegram signers—Kenyon Brown, 

KWFT, Wichita Falls, Tex.; Vic- 
tor Sholis, WHAS, Louisville; Wil- 
liarn Quarton, WMT, Cedar Ra- 
pids; John E. Fetzer, WKZO, Kala- 
mazoo; Saul Hass, KIRO, Seattle; 
John F. Patt, WGAR, Cleveland, 
and WJR, Detroit; Hulbert Taft, 
WKRC, Cincinnati, and Mr. Storer, 
whose company owns four CBS- 
AM affiliates 

There also is a_ possibility of 
preparatory talks with network 
executives before the New York}! 

Though some _ radio boosters 
along Madison Ave. were hailing 

the stations’ action as the “affili- 
ates’ revolution,” one major station 
operator told ADVERTISING AGE: 


a Growine MARKET 




*Sales Management, 1952 Survey 
of Buying Power 

NEL are the only papers KX 
that cover this rich, grow- 
ing market in the South’s SS 
No. 1 state N 

NEL are the only papers KX 
in the South offering a NW 
Monthly Grocery Inven- 
tory, an ideal test market 

NEL are the only papers 
completely blanketing an f 
important 9-county seg- 
ment of North Carolina 


| reduction, 

“This meeting was not called in 
a hostile spirit. We want to be 
realistic about the current situa- 
tion and give CBS every opportu- 
nity to state its views. After all, 
we are not completely familiar 
with the competitive situation. The 
law of supply and demand still op- 
erates and we don’t know what 
NBC is selling its facilities for.” 

@ He seemed to feel that matters 
are “too far along” to hope to stave 
off a rate decrease altogether, Af- 
filiates do hope to keep the net- 
work from dropping the line “too 
deep,”” however. 

It was suggested that a realistic 
approach might be a daytime in- 
crease coupled with a nighttime 
lessening but not elimi- 
nating the variance between the 
two rates. 

“When this new price line is 
agreed upon, we hope that CBS— 
and NBC—will stick to it,” the 
broadcaster continued. “We also 
hope that they will not make any 
more talent deals which will be 
ruinous to both parties. It’s not 
healthy to buy packages at $25,- 
000 and then turn around and sell 
them for $10,000. 

“We sometimes wonder why the 
networks need to pay the upkeep 
for the huge talent stables. Why 
not go back to selling time like 
tney used to? The advertiser buys 
ine time on a certain set ot facili- 
ues and then goes out and gets his 
talent from the free market.” 

@ Columbia was the first network 
to slash time costs in the spring o1 
i951 after sponsors nad expressed 
themselves candidly on the subject 
of television's effects on radio val- 

Apparently much the same situ- 
ation exists today with Procter & 
Gamble setting the pattern by 
pointing out—at renewal time tor 
three nightly 15-minute broad- 
casts—that some daytime pro- 
grams were drawing nearly as 
good ratings as the evening shows. 
When the broadcasts in question— 
“Beulah,” Jack Smith and Lowell 
Thomas—were renewed tor next 
fall, it was generally assumed that 
the network made major conces- 
sions to the country’s No. 1 adver- 

Competitive factors are believed 
to weigh heavily in the whole rate 
picture with the networks bidding 
strongly against each other as in- 
dividual shows come up for fall 

Also adding to the networks’ di- 
lemma is the attitude of major ad- 
vertising agencies as expressed by 
one chief time buyer this week: 
“We're not asking tor any deals. 
But if some advertisers are getting 
concessions, that’s something else. 
We will expect to get the same 
treatment tor our clients when 
contract time rolls around.” 

Botany Promotes Going 

Edward J. Going, formerly as- 
sistant advertising manager and 
assistant to the general manager of 
Botany Mills Inc., Passaic, N. J., 
has been appointed advertising 
manager and assistant to the presi- 
dent. Mr. Going assumes the ad- 
vertising, publicity and promo- 
tional duties of all the company’s 
divisions. This post was held by 
the former executive v.p., Charles 
F. H. Johnson Jr., now president 
of Botany. 

GE Promotes Zink 

Albert G. Zink, supervisor of 
programs for WRGB, Schenectady 
GE television station, has been 
promoted to manager of programs 
tor all stations in the broadcasting 
stations department of General 
Electric Co. These include WGY 
and WGFM as well as WRGB. 

Parris to Ward Archer 

Parris Mfg. Co., Savannah maker 
of Pla-Guns and Traine rifles, has 
appointed Ward Archer Advertis- 
ing, Memphis, to direct its adver- 
tising. Lessing Advertising, Des 
Moines, is the previous agency. 

Department Store Sales... 


FALL THEME—Holeproof Hosiery Co., 

waukee, plans to exceed its ‘51 ad budg- 

et of $1,036,000 in ‘52 with color ads 

like this which runs in Mademoiselle 

in August. Weiss & Geller, Chicago, han- 
dies the account. 

Y&R, Without 
‘Specs, Garners — 
Zenith Account — 

(Continued from Page 1) 
count was made without benefit of | 
speculative material of any kind, | | 
whereas other finalists in the com-| 
petition submitted speculative 
plans. This is particularly interest- 
ing in view of the strong statement 
favoring speculative presentations | 
which Motorola, another leading! 
radio-TV manufacturer, issued in 
connection with its choice of Ruth-| 
rauff & Ryan a couple of weeks ago} 
(AA, May 26). 

Although Zenith officials retusea| 
comment on the subject, it is known | 
that the company did not oppose | 
speculative presentations, and| 
looked at a number of them before) 
making its selection. The fact that} 
it ultimately placed the account 
with Y&R, which does not make 
speculative presentations, is a clear 
indication that the Zenith manage- 
ment does not concur in the opin- 
ions expressed by E. L. Redden, 
advertising director of Motorola. 

® BBDO, which garnered the Zen- 
ith hearing aid business last No-| 
vember, is another agency which 
refuses to submit speculative mate- | 
rial in seeking an account. 

While executives of Zenith re- 
fused to comment on the situation, 
it was made clear to ADVERTISING 
AGE that the company was not lin- 
ing itself up in direct opposition to | 
the Motorola position. In other | 
words, it did not discourage specu- 
lative material, but its final choice | 
was obviously not based primarily | 
on the submission or lack of sub- | 
mission of such material. | 

FTC Charges Publishers with 
Deceptive Ad Practices 

The Federal Trade Commission 
has charged Bell Directory Pub- 
lishers, New York, and Industrial | 
Directory Publishers, Detroit, with 
using deceptive methods to solicit 
advertising. The companies, owned 
by Benjamin Hill and Michael M. 
Bell, publish a number of direc- 

According to the FTC, the use 
of the term “Bell” creates a mis- 
taken belief that the publication is 
associated with Bell Telephone Co. 
The companies also are accused of 
clipping ads from other directories 
and pasting them to their own 
contract and order forms. 

Monsanto Creates Division 

Monsanto Chemical Co., St. 
Louis, has formed a merchandis- 
ing division to handle the con- 
sumer sales of Krilium soil condi- 
tioner for the home gardener and 
other Monsanto trade name prod- 
ucts. Roy L. Brandenburger, who 
joined Monsanto on May 1, has 
been named general manager of 
the new division. 

Advertising Age, June 9, 1952 

4-Month Sales Off; May Better 

WaAsHINGTON, June 3—Seasonally 
adjusted, department store sales in 
April reached the lowest point 
since November, 1950. 

A preliminary estimate by the 

Federal Reserve Board put the sea-| 

sonally adjusted index at 103, with 
1947-49 as the base period. This is 

a continuation of the sales decline | 

which started last December. 

For the first four months of 1952, 
department store volume across the 
country is down 5% from the cor- 
responding period last year. 

® Complete totals for May are not 
available yet, but weekly figures 
indicate there has been a slight up- 
swing in sales. The latest Federal 
Reserve Board report shows a 4% 
increase nationally for the week 
ended May 24. The biggest change 
was a 24% jump over 1951 in the 
San Francisco district. Buying in 
the South continued heavy. 

% Change from ‘51 
Month Ended 


Federal Reserve of — — 
District and City Apr 17 
Boston District .... 262 2 
New Haven 18 0 —2 0 
Boston 9 —1l 2 
Lowell-Lawrence 8 —2 —10 
Springfield 26 —6 0 
Providence 46-1 -—2 
New York District 3;-—s =i 
Newark 9 -ll -—4 
Buffalo 9 0 2 
New York —2 -—8 —8 
Roc nea 12 —16 —12 
Syracus 4 —1 —6 
Philadelphia District 9 —! 3 
Philadelphia 8 r—4 2 
Cleveland District ...... 5 ret —3 
Akron 6 5 4 
Cincinnati 4 0 0 
Cleveland 4-6 -—8 
Columbus 9 6 7 
Toledo 8 —12 —8 
Erie 13 0 8 
Pittsburgh 3-6 +4) 
Richmond District 15 rl 1) 
Washington 7 2 -3 
Baltimore 19 4 3) 
Atlanta District 20 rs 20 
Birmingham 20 5 16 | 
Jacksonville 26 =—5 #2 | 
Miami 5 11 
Atlanta . 19 5 Py 
Augusta 62 45 44 
New Orleans 10 10 17 
Nashville 27 r-3 -—3 
Chicago District ..... 5 -5 —2? 
Chicago o-s —<4 
Indianapolis 12 2 7 
Detroit 9s -3 -—4 
Milwaukee 1 -—3 —2 
St. Louls District 9 3 6 
Little Rock 17 12 12 
Louisville 14 7 7 
St. Louis Area 9 1 4 
Memphis 10 0 4 
Minneapolis District .... 5 0 2 
Minneapolis 8 1 1 
St. Paul 3 -1 1 
Duluth-Superior 7 3 18 
Kansas City District 9 7 5 
nver 6 3 —1 
Wichita 9 19 9 


1947-49 equals 100 

Week to May 24, '52*..p105 
Week to May 26, ’51*..100 
Week to May 17, '52*......99 
Week to May 19, ’51*......99 

Week to May 10, ’52*....117 
Week to May 12, ’51*....110 
*Not adjusted seasonally. 
3 Tr 
Kansas City . 13 8 4 
St. Joseph .. 2-9 —12 
Oklahoma City nee 5 7 14 
Tulsa 16 17 7 
Dallas District ones wie 13 Ort 13 
Dallas ...... 11 14 5 
El Paso : l4 18 7 
Fort Worth 15 =rl2 12 
Houston 17 15 22 
San Antonio .... 34 5 
San Francisco District 13 rh 2 
Los Angeles Area 12 5 46 
Los Angeles ll 0 3 
Los Angeles 13 7 
Oakland ... 6 —4 13 
San Diego ll 13 44 
San Francisco 17 2 1 
Portland - 2 1 4 
Salt Lake City 9 —8 a 
Seattle 7 4 8 
Spokane 13 6 6 

McGraw-Hill to Publish Daily 
The McGraw-Hill Publishing 
Co., which has published a daily 
tabloid newspaper during the past 
two annual conferences of the Na- 
tional Industrial Advertisers Assn., 
will again perform this service for 
members of the NIAA and their 
friends during the conference to 
be held at the Palmer House in 
Chicago June 29-July 2. Jim Suth- 
erland, of the Chicago news bu- 

| reau of Business Week, will be edi- 

tor, assisted by four fulltime 

writers and photographers. 

Reeder Elected B&B V.P. 

John F. Reeder has joined Ben- 
ton & Bowles, New York, as v.p. 
and account supervisor. He was 
formerly account executive and 
head of the plans board at Wil- 
liam H. Weintraub & Co. 

FREE Sponenes reader- 

S ot your ads 
with LIPE-like EYE* 
CATCHER jotos. Used 
by biggest advertisers 

‘Thomas E Mctirath 

and Associates 

” Telephone: 

Fi: your information 
(and use) we show 
above the name and 
address of one of 
America’s finest 
engravers... . color and 

” \\, Winois ~ 
DElaware 17-5142 

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Advertising Age, June 9, 1952 

International and 
Mersey Mills Make 
$10 Newsprint Hike 

New York, June 3—Two more 
Canadian newsprint mills—Inter- 
national Paper Co. and Mersey 
Paper Co.—have raised their prices 
$10 a ton, effective June 15. This 
makes ten of the major Canadian 
newsprint producers that have ad- 
vanced their prices $10 a ton in the 
past three weeks to $126 a ton, de- 
livered in New York. 

The base price in Canada is $4 
under the price chargec| to U. S. 
customers because of the freight 
differential, but sales taxes bring 
the price up to $123.20 a ton. 

International’s hike of $10 has 
dissipated the hopes entertained in 
some quarters that the paper com- 
pany would not raise its price to 
the full extent allowed by the Ca- 
nadian government last May 16. In 
1950, after several large Canadian 
mills had announced price in- 
creases of $10 a ton, International 
announced a rise of $6. This caused 
a price readjustment. Mills which 
had gone up $10 cut back their ad- 
vances $4 to meet the price quoted 
by International, largest single 
newsprint producer. 

s While to date only ten of the 23 
major Canadian producers have 
lifted their prices, these ten mills 
have a rated production capacity 
of 4,343,156 tons out of the total 
estimated Canadian mill capacity 
of 5,545,000 tons. 

The other eight mills formerly 
reported (AA, June 2) are Abitibi, 
Anglo-Canadian, Consolidated, 
Powell River, Anglo-Newfound- 
land, Great Lakes, St. Lawrence, 
and Price Bros. 

While there is little activity in 
the so-called black market on spot 
sales of newsprint, quotations re- 
portedly are holding at about $140- 
$142 a ton with few takers. 

Mill men are interested in the 
possibilities of the government’s 
program for a 50% increase in 
newsprint production, particularly 
in Defense Production Administra- 
tion’s grant of a certificate of nec- 
essity to Great Northern Paper Co. 
for a $30,000,000 newsprint mill at 
Millinocket, Me. 

@ The paper company has received 
permission to take a 45% tax 
write-off on its new plant which is 
expected to produce 124,000 tons 
of newsprint annually. 

This is the eighth newsprint 
project approved since Feb, 19. To- 
gether they account for 375,000 
tons of the 494,000-ton rise in year- 
ly domestic newsprint production 
which DPA has set as the goal. 

Total U. S. capacity reported by 
Newsprint Service Bureau for 1951 
was 1,050,000 tons. Estimated do- 
mestic production for ’52 is 1,165,- 
000 tons. 

Kenyon & Eckhardt Names 
Walton West Coast Head 

Sydney G. Walton, formerly v.p. 
of Matson Navigation Co., San 
Francisco, has been appointed v.p. 
in charge of Kenyon & Eckhardt’s 
West Coast offices. He will make 
his headquarters in San Francisco. 
Mr. Walton was with Matson since 
1926, and most recently was in 
charge of the company’s public re- 
lations and advertising. 

Robert Wolfe, v.p. of the agen- 
cy’s Hollywood office, and John 
Wiley, manager of the San Fran- 
cisco office, will continue their 


laurie Anders 
guard before the house magazine li- 
brary set up by Gebbie Press, New York, 
for free reference by editors and public 
relations people. More than 3,000 com- 
pony publications are displayed. 

FREE—CBS star 

FTC Denies Fair 
Trade Law Helps 
Small Retailer 

(Continued from Page 3) 
chants would have greater protec- 
tion under a “loss leader” law 
which would prohibit stores from 
selling brand name goods below 
net delivered cost. 

The FTC substitute would be in 
the form of an amendment 
strengthening the Robinson-Pat- 
man Act. 

In opening the interstate com- 
merce committee’s four-day fair 
trade hearing, Sen. Edwin C. John- 
son (D., Colo.) said the committee 
is anxious to reach a decision be- 
fore Congress adjourns early next 
month, He characterized the fair 
trade bill as the “most controver- 
sial” handled by the committee in 
many years. 

In a marathon session which ran 
into the afternoon, the committee 
heard a long list of supporters and 
opponents of the fair trade bill. 
The legislation swooped through 
the House last month by a 196-10 

es For the most part, witnesses 

merely stated testimony which was 

put before the House interstate and 

House judiciary committees during 

fair trade hearings last spring. Pro- 
|ponents warned the committee 
| that, without legislation requiring 
|non-signers to respect fair trade 
| prices, fair trade cannot be en- 
| forced. 

The American Fair Trade Coun- 
lcil asked the Senate committee 
'to amend the McGuire bill to 
| strengthen sections which prevent 
{mail order houses from cutting 
| prices on shipments into fair trade 

states. The council, which original- 
'ly sponsored a rival bill in the 
| House, contends that the McGuire 
| bill will not provide iron-clad pro- 
| tection against cut-rate mail order 
| sales. 
| Among the witnesses today was 
| former Sen. Millard Tydings, spon- 

present duties under Mr. Walton’s | sor of the original federal fair 


‘Journal’ Classified Leads 

trade enabling law, who is now a 
Washington lawyer. He contended 
that fair trade is necessary for the 

The Milwaukee Journal led all} protection of small business. 

sified linage for the first four 
months of 1952, with 4,692,697 
lines, according to Media Records. 
This tops the previous record for 
a similar period—4,363,000 lines— 
achieved last year by the Los An- 
geles Times. 

United States newspapers in clas- | 

|= The FTC took the position that 

small business will benefit if Con- 
| gress strengthens portions of the 

| Robinson-Patman Act which pre- 

vent manufacturers from selling 

| “goods of like grade and quality” 

at different prices. 

Weakness of this section of the 
act enables large distributors to ob- 
tain high quality appliances for 
sale as private brands at favorable 
prices, FTC argued. 

The commission contended the 
Robinson-Patman approach is more 
desirable from the standpoint of 
the economy. 

“It does not give to the manu- 
facturer or distributor the right to 
fix prices, Rather it places sellers 
under an obligation to treat all 

buyers on more or less equal 
The FTC contended that fair 

trade is an “anti-efficiency” meas- 
ure. “It represents the negation of 
the spirit of enterprise under 
| which the man who builds a better 
and cheaper mousetrap is entitled 
to have the world beat a path to 
his door.” 

| Hollingshead Corp. Names 
Severson V.P. of Sales 

Donald O. Severson, formerly 
v.p. and manager of operations of 
L. Bamberger & Co., Newark, has 
been appointed 
v.p. of sales and 
merchandising of 
R. M. Hollings- 
head Corp., Cam- 
den, N. J. 

Mr. Severson 
began his retail- 
ing career in 1928 
as a trainee with 
Ward & Co. and 
later became 
manager ofa 
number of stores, 
district manager and merchandis- 
ing manager and in 1941 was as- 
signed the operational responsi- 
bility. In 1949 he joined Bamber- 
ger, where he has been in charge 
of selling, non-selling and main- 
tenance divisions. 

Donald O. Severson 

Henry Bach Moves 

Henry Bach Associates, New 
York, has moved to larger quar- 
ters at 245 Fifth Ave. 

| Adler Joins Rosenbloom 
Aaron Adler, formerly an ac- 
count executive with Olian Adver- 
tising, Chicago, has been appointed 
an account executive of Irving J. 
Rosenbloom Advertising, Chicago. 

Appoints Richard LaFond 

Shellmold & Machine Co., New 
York maker of industrial molding 
equipment, has appointed Richard 
LaFond Advertising, New York, to 
handle its advertising. 

Sell the 

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Indoor Advertising of America 



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Photograph by Williom Rose 

atroduction to a Mystery... 

An advertising idea is born in a creative mind, developed into a layout, trans- 
formed into finished art. Then, as we say, “it goes into production’. Here 
begins a process that is mysterious to many people in the advertising business. 
We live with this mystery every day and so, in this series of dvertise- 
ments, we would like to tell some little-known facts about it. 7 Fine 
engravings, like fine advertising art, are not produced by machinery but by the high 
technical skill of men. The engraver needs the tools of his craft, just as the artist does, but most 
of all he needs an educated eye and hand. He is the interpreter of the artist’s work 
which he sets up before him and follows as a guide every step of the way. Whether he is a photog- 
rapher, stripper, etcher, finisher, or proofer, he must be sensitive and sympathetic a eer rt 
craftsman ... to the artist’s intentions. 7 Our advertisements carry the line, America’s movin, “Bie Matats te 
Finest Photoengraving Plant, but this tells only part of the story. To account Thing’* which . #. for the 
= a i : . first time... takes some 
for the quality of our work we should add that in this plant you will of the mystery out of the 

find the finest photoengraving craftsmen in the world. making of fine color en- 
gravings? It is now being 
shown in leading agencies 

and before advertising clubs. 


No. 1 of o Series : ms : Socal Pour hintat Fhatetaa having F leat 

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