Advertising Age 1952-06-09: Vol 23 Iss 23

———»

Advertising-Age '

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

under the act of March 3

1879

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
NEW YORK 17

801 Second Ave. » MU 6-8180

THE NATIONAL NE PER OF MARKETING

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

By JOHN CRICHTON

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
ads.

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)

By S. R. BERNSTEIN

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
ADVERTISING AGE.

“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
copy.

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
agency.

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
others,

(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-
count.

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-
tion.

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

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‘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
October.

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-
@ision.

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
added

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
newspapers.
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
shortages.

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
confab.

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

radio's

@ 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

soon,

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.

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——

SUPPORT—-Point of Advertis-

Purchase
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-
well.

OUTDOORSMEN—With mixed expressions at the

Herbert Noxon, art director,

McCann-Erickson,

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
advertisers?”

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
cost.

“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
company.

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
public.

“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-

_

“ae

ee

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

in
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
series.”

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
contest.

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
television.

‘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-
ations
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.
Sherrill.

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!

_*

CH LOROPHYIL

TOOTH Past

vor PULL pte oe
VLE TOOTH PASTE

\

*
=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
machines.

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-|

mestic.

@ 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
weeks.

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.

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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-
vice.

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-
Picayune,

“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.

PACKAGES A STATEWIDE URBAN

MARKET RANKING AMONG
AMERICA’S TOP 20 CITIES

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

THE DES MOINES REGISTER anv TRIBUNE

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
REGULAR FEATURES
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.

M44

ii i '

i
Hi

im

“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 ™
GREENSBORO, NORTH CAROLINA ‘e — y,

Represented Nationally by Jann & Kelley, Inc.

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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

. oe . , ' 7
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.

are all exposed daily to
SLANDER, Invasion
tron of copyright

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EMPLOYERS
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claums for LIBEL
of Privacy, Viola

CORPORATION

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,
issue

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
used.

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

ee ee ee

i

“Giovanni says it has doubled his business,

here in the media

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

150 158,430

a TmES-

eae Star
vae 145,679

0 ;

Pos
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

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-
serts.

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
mind.

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
department.

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
agency.

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.

Quality
CIRCULATION BUILDERS

for leading
Magazine Publishers

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

“Over a Quarter Century
of Dependable Service”

ee =e ae Siig, bruit be eS 3. : : a = _ ete eS ea on se, si aes Fi I ee. A Sh Vs Pan a Ste Be. RLS
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Seat a . : Pn eee : be. Po a tga eee oe

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
STEEL, MACHINE DESIGN, FOUNDRY or NEW
EQUIPMENT DIGEST, write to us. We will be glad

to help you in any way we can.

—- PENTON

PENTON BULILDIN

PUBLISHING
COMPANY

* CLEVELAND 13, OHIO

207, qu

APY Ota cage

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eee sh. ee

oe

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-
roit.

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

NOW

Advertise your product dramatically and eco-
nomically with Spot Movies (film commer-
cials) in theatres. Movie Advertising com-
bines sight, sound, action, and color plus
GIANT SIZE —to give your sales message
maximum impact.

The movie audience, attracted by high-priced
Hollywood talent, is comfortably seated and
relaxed when your message reaches them.
This assures virtually 100% attention.

Today, screen advertising can reach an aver-
age weekly audience of 45 million movie-

16,500
-over 15-0060 Theatres

tun Screen Advertising

goers, covering almost all cities and towns
with 1,000 or more population. You can pick
special markets, even special neighborhoods,
on a completely selective theatre-by-theatre

basis.

TIP TO TV ADVERTISERS

Make your TV film commercials do double
duty by showing them in the movies in areas

not reached by TV.

Get more information. Call or write our near-

est office.

MOVIE ADVERTISING BUREAU

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
year.
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
sales

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

promotion

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
agency.

JUST ASK FOR MARIE:

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
Lae ’
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Ta POSTERS

: D . / q
: OTLB VERTISING CO.
co. 141) WYANDOTTE _ST. KANSAS CITY, MO. \

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- I bumped into the Florist and
knocked over a contract—

he taught me to Say it with
FLOWERS-BY-WIRE

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
with FLOWERS-BY-WIRE.

TELEGRAPH DELIVERY ASSOCIATION
Headquarters: Detroit, Michigan

FLORISTS’

FLOWERS ARE BEAUTIFUL BUSINESS BUILDERS

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.

ALL THESE OFFICE MACHINERY, FURNITURE AND ACCESSORIES COMPANIES
ARE CURRENTLY ADVERTISING IN NEWSWEEK

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

the PenoiNe MaNey

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Advertising Age

THE NATIONAL NEWSPAPER OF MARKETING
Trade Mark Registered
Publications, Inc., 200 E. Iilinois St., Chicago I!
ork (MU 6-8180), National Press pan Washington
STEIN, O. L.

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
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.

EDITORIAL

Editor, 5. R. Bernstein

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

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-
rsal.

+ 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
ADVERTISING AGE.

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
world.

“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
designer.

package

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
York.

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-
nal.

Anybody know just what they
are pushing?

e

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.

4

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.

e
re-

“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.

PMB

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NEW $8,000,000 BUILDING FOR

NEW BUILDINGS FOR BUSY INDUSTRY SMITH, KLINE & FRENCH LABORATORIES |

4 ARE SPRINGING UP CONSTANTLY IN THIS EXEMPLIFIES PHILADELPHIA’S INDUSTRIAL GROWTH |

f f

| THRIVING AREA. Recently constructed, this combination of plant, labora- 5

— tories and offices, is one of the most modern and com-
: 4 hikadelphig alte plete pharmaceutical buildings in the world. Similarly, all
a eS os a : - ae through the Nation’s 3rd market, there’s tangible evidence
| SSS / of the multi-billion dollar expansion that’s going on.

da ht ascension nondiibansas

RN ence er noree mentees

STEADILY INCREASING IN LINAGE THE INQUIRER IS
IN UNDISPUTED FIRST PLACE IN PHILADELPHIA!

THE INQUIRER, PHILADELPHIA’S FIRST

Making daily increases in advertising linage, Tue

NEWSPAPER, MATCHES THE AREA’S GIANT INQuiRER stays way out in front among Philadelphia
newspapers. Today, THe Inquirer leads in NATIONAL,
FORWARD STEPS WITH CONTINUED PROGRESS. RETAIL, DEPARTMENT STORE, CLASSIFIED and

TOTAL advertising !

—

Now in its 19th
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
industry!

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

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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.

SE Ee SE SY SE ES ES

> y; ...and other leading wholesalers

MIC WEEKLY

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

IRAE Ro OH TREE, PIES

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35 EAST WACKER DRIVE
CHICAGO 1, ILLINOIS
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-
vited.

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,
lithographer

| 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

EXTRA BUN

Advertising Typographers

AKRON, O.

The Akron Typesetting Co.
ATLANTA, GA.
Higgins-McArthur Company

BALTIMORE, MD.

The Maran Printing Co.
BOSTON, MASS.

The Berkeley Press

H. G. McMennamin
BUFFALO, N. Y.

Axel Edw. Sahlin Typographic Service
CHICAGO, ILL.

J. M. Bundscho, Inc.

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

The J. W. Ford Company
CLEVELAND, O.

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

Yaeger Typesetting Co., Inc.
DALLAS, TEX.
Jaggars-Chiles-Stovall, Inc.
DAYTON, O.

Dayton Typographic Service

DENVER, COLO.

The A. B. Hirschfeld Press
DETROIT, MICH’

The Thomas P. Henry Co.

Fred C. Morneau Co.

George Willens & Co.
INDIANAPOUS, IND.

The Typographic Service Co., Inc.

KALAMAZOO, MICH.
Claire J. Mahoney
LOUISVILLE, KY.

The J. W. Ford Company
MILWAUKEE, WIS.

Arrow Press
MINNEAPOLIS, MINN.
Duragraph, Inc.

member of

NEW YORK, N. Y.

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

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.

NEWARK, N. J.
Barton Press
William Patrick Co., Inc.

PHILADELPHIA, PA.

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

PORTLAND, ORE.

Paul O. Giesey

ST. LOUIS, MO.

Warwick Typographers, Inc.
SAN FRANCISCO, CAL.
Reardon & Krebs, Inc.

SEATTLE, WASH.
The Deers Press
Frank McCaffrey’s Acme Press

Association of America, Inc.

paign. He

Inc.
Inc.
Inc.
Inc.
Inc.
Inc.
Inc.
Inc.
Inc.
Inc.
Inc.

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
Association
of America, Inc.

461 EIGHTH AVENUE, NEW YORK CITY

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
Truman.

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
Washington.

“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
lobbying.

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

LOS ANGELES HALLIBURTON BLDG.
SAN FRANCISCO CENTRAL TOWER

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

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\\NW'

biggest industrial market in the world

If you sell to Metalworking

your advertising belongs in

STEEL @ A PENTON PUBLICATION

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18

Barrett Dillow Joins McCann
Dillow, formerly di-

Names Koehli, Landis Agency
Little

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-
PeTouUs COCONOMS

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

heart
ind

Ogden the

“reat

lap this

PACKER

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
stations.

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

stations

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-

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Advertising Age. June 9, 1952

JINGLE, JANGLE, JINGLE—In a jingle |
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
agency.

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-
vertising.

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
buying

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
: - eceeeteeetates |
i
‘3 J
FF fF oF TEXAS
+ — rr ba oe: ist
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’ 4) vingle Contest — —
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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 —
pen.”

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-

policy.”

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
enlarged.

® 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
foundation.”

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
manager.

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.

SET TYPE
AT YOUR OWN’
DESK Chis easy

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way of preparing copy tor offset or any
photographic reproduction Anyone
Can doa professional jab (A stenog
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20
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

beings

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
men

@ 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

4) SERVING
DISCRIMINATING
CLIENTS f

Y

24-SHEET POSTERS
POF BOISPLAYS
DECALCOMANIAS
COUNTER CARDS
PLASTIC SIGNS

ss AN NER S

caer caros
FLASHER BOXES
THREE
OIMENSIONAL
units

DAY-GLO
BLACK-LIGHT
OIisPLayYs

CREATIVE ART
PaACcCtLITIEs

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

@ 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

_

et

on

——

4 ~
ie —— ¥ :
ne a
at Boe
Fs
- | ie
Ae
Wl
Oe :
a . -
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r i a bye _— - - / i
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— aa ee ah 2 K ——
SS ek /@e~ Ni. ZA.) | ae
4 : les: ak A os ‘“) fy 4K. WE (| -. 7 j a 8 ae |
i: . + = aaa, | BS.
vq EI er ww Sed | cis oats
é : { \ “— i? Z
| . ae «\\ gf i
He \ cy NS ?
oe ; iif} Lee 2) i
ya | \\ at Ks Y 3
fet 4 '
MEARS OMe SItls | x !-) have all he charms @
ye . A Y) y c . 4
wi: Sid Ja is
: ‘ . “= :
‘ _PROCESS BS
Boe) -
By .
<" : Pe oo:
: eo i
, ae
Bi ols 'S eS,
y POSTER / | ‘
; gh, PROCESS! Bee
; 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-
lines.

@ 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
award.

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-
test.

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-
cago.

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

sold

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
agency.

is all you
need in

AKRON

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

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

BEACON
_ JOURNAL

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

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SOURCE: A.B.C.
~ 2nd 6 months 1951
vs.
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’ a 4
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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CHICAGO 6 *

INLAND LITHOGRAPH CO

IDEAS + FACILITIES + EXPERIENCE

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!

DISPLAYS

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
copy.

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-
tisements.”

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

“greatest skill” to supplementary
activities.

“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
under.

let HOUSEHOLD

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-
tion.
| “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-
duce,
|
|}@ “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-
duction...

“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
afford.

“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
need.”

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.

= a Sky eS a ‘ tiny i : : - =U ” Mes
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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

INGREDIENTS

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
impact!

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.

WESTERN NETWORK
NATIONAL BROADCASTING COMPANY

A Division of Radio Corporation of America
HOLLYWOOD + SAN FRANCISCO + CHICAGO «+ NEW YORK

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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
agency.

“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

form.

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.

|
|

GARY)

Only THE GARY POST-TRIBUNE
covers this market effectively

Employment in this area above peak levels during world war
Il. Steel industry expansions, and enlargement of the plants
of THE BUDD COMPANY, THE ANDERSON COMPANY,
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.

THE GARY POST-TRIBUNE

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:
BURKE KUIPERS & MAHONEY

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—

YOU ADVERTISE IN BUSINESS WEEK WHEN
YQU WANT TO INFLUENCE MANAGEMENT-MEN

BUSINESS WEEK

330 WEST 42ND STREET, NEW YORK 36, N. Y.

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

Addressograph-Multigraph
Corp.

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
Co.

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

A McGRAW-HILL PUBLICATION

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ihe record each month

ps of the finest perfume

and cosmetic advertising

™ = BEAUTY FASHION

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

EDWARD PETRY & CO. NATIONAL REPRESENTATIVES

a - —
e@ ALEX KEESE. Station Manager © RADIO SERVICE OF THE DALLAS MORNING NEWS

of a business— WFAA.

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

ant Lee
NBC-TON AFFILIA

oe owe
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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-
thing.

“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
office

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
treasurer

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

en

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
Sunday

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!

a>

WASHINGTON AUTOMOTIVE
TRADE ASSOCIATION

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
representatives.

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-

ies.

Kamrow Named Ad Manager

Dan Kamrow, formerly adver-

tis.ng 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.

29

America's

FOREMOST
TOY TRADE

Magatine

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

||| McCREADY PUBLISHING
71 W. 23d N.Y. 19

.

Aes were

e i: Rea,
| OLAYTHINGS
= — i ama a
me | _ — | i 6
ff a , Fred where can g 4 J ;
| Say anice on All 9°
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INCLUDING

A NEW PAGE SIZE

CHANGES IN EDITORIAL CONTENT are al-
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.

A NEW PAGE SIZE OF 429 LINES is part
of a new format to become effective with the Feb-

ruary 1953 issue.

IMPROVED PRESENTATION in the new for-
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...

READERSHIP IS AT NEW HIGHS —from
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!

H

’
—aee

ar oe

A NEW EDITORIAL

Be se RS ates San ree Leos Beat ae

S
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Sing. Tia
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PROGRAM

FOR BETTER FARMING=—BETTER LIVING

4 x4 Sees
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see 3 <a. ae ee Sl ee el ye sae :

how’s your
letterhead?

® 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-
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off, because we have 35 years
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LETTERHEADS—BUSINESS CARDS

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
Bldg.

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-
tising

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
approval.

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-
turer.

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.

so,

® 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

ae

Some hand net

ae

ee ee ee ae

Is your

Red Feather
Your Host
Ethyl Extras
Holiday Mood

:
é
: 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

hotels

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.

BATTEN,

NEW YORK +

BOSTON +

BARTON,

BUFFALO *

DURSTINE

CHIcacO * CLEVELAND «+

PITTssuRce +

OSBORN, ENC.

SAN FRANCISCO * HOLLYWOOD

&

MINNEAPOLIS *

Advertising

* LOS ANGELES * DETROIT

Advertising Age, June 9, 1952

“SEE YA
IN

DP MITCHELL:

First National Bank

or Tr BLACK MILLS

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
cut-book.

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.

Bet oe feat, Wet Sm ce he per PF ae ae oe 3 Bee ah tec ys SR hl A a a i ee “Tae we i (ee ‘5 Fl age ae
nie ght. ‘ os Se ae. 1 aS
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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
Companion.

® Every ad in the series will fea-

chandising.

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-
tions.

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
Ill.

Ind.,

: 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.

tions.

—". . carried

WATERLOO
wm §6=6MORE LOCAL
—EE GROCERY LINAGE
COURIER 479s any other IOWA DAILY in 1951

ey

ES ee PRE OR ARN, try

mo a

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

WATERLOO, IOWA

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 |
ork.

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
SELLS! ’
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)

With PIONEER QUALATEX

« OP o/lBOARDS
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.

OVER
AmERcas Burne GUIDE - 6° Yess

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

»

in... Saks

y “, ss
Rate and Data (Consumer Edition) (A)

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Home the Bacon ! | Uy

peo

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

used.” PRODUCT — COSMETIC

“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

to us.” PRODUCT — MEAT PRODUCTS

“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.”

PRODUCT—MOTOR CAR

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.’”

PRODUCT — BEVERAGE

“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.”

PRODUCT — ELECTRIC APPLIANCE

“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
Miscellaneous..........

OM RA tes PGRN ee

BOSTON * NEW YORK * BALTIMORE
PITTSBURGH * DETROIT * MILW AUKEE
CHICAGO * SEATTLE * LOS ANGELES
SAN FRANCISCO

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

REPRESENTED NATIONALLY BY HEARST ADVERTISING SERVICE

Pictorial eview

ED seb pei SUNDAY es

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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
subterfuge.”
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

"SPARKLING
‘LITHOGRAPHY

Almost 60

work is for out of

an

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
company

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

work.

Samples sent upon
request

PEERLESS LITHOGRAPHING
COMPANY

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
continue.”

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
store.

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”

aitaiie

Wi

~
2

hee.

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 ...

aA

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.

os

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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
Inc.

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.

with

—

——_——,

UTAH ?

also Arizona ?

Oe ee

TKS A
ZA Ks), ANS I -

EIN wen eee A igs osteo Mtn

K

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.

37

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

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
recorded.

:

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
market,

“ BISMARCK,.N, DAK:

5000 WATTS-N.B.C. AFFILIATE
Rep. by John Blair

x
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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

Agencies

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
improbable

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

be

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-
ship.

@ 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-
entations:

“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-
ence.

® 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.

°
By H. H. OHLMACHER,
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
completely.

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
favor.

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
lost.
ia
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

contacted

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
expended.

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.]

»

By ALLAN J. COPELAND,
Allan J. Copeland Advertising,
Chicago.

To the Editor: I would like to
ask Motorola’s Mr. Redden two
questions:

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?

e
By P. W. LAMPERTINE,

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
presentations.”

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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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
model!

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.

>»
ee

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,

Ay
re
—

"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-
pag

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-
dived

Mr. Pratt

To set employes right,

1, 500, 000

FABULOUS FEMININE MARKET

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!

The WORKBASKET

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

5,358,001

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.

in
FLORIDA
3 atin 80

Sales

*Based
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

FLORIDA

TIMES-UNION

ounties. above 60%
in 6 counties

THE MIAMI
HERALD

FLORIDA

Bank Resources Up

302%

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
units.

|

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.

o_o

JACKSONVILLE
National Representative
Reynolds-Fitzgerald, Inc.

National Representative
Story, Brooks & Finley, Inc.
A.S. Grant, Atlanta

National Representative

Sawyer-Ferguson-Walker Company

bd
frnuricar } ft!

mal

intat F hate tug saving a amt

COLLINS, MILLER @

HUTCHINGS, INC.
207 NORTH MICHIGAN AVENUE

* CHICAGO 1

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# 42 Advertising Age, June 9, 1952 ;
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|
|

Advertising Age, June 9, 1952
M. C. MOORE | RAYMOND E. LEONARD

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.
ROSWELL G. FIELD * ally Nh
: " 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

VT"

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
Piqua Call OHIO SELECT LIST MAN

been ill four months.
Mr. Nordlie, who had been en- Portsmouth Times c§ TO CALL AND EXPLAIN THE
EASY ‘ONE ORDER-ONE

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.

CHARLES S. NORDLIE

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. ’

ELMER McCLINTOCK

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

| EE aT any aie

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"| | *#Y AL S
e : I WCBS-TV xe 2D ; *
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aras,

Appoints Humphrey, Alley
Humphrey,
Boston,
agency for The Employers’ Group,
Boston, comprising American Em-
ployers’
ers’ Liability Assurance Corp. and
Employers’ Fire Insurance Co. Ad sidiary of Vickers Ltd.

has been appointed
York,
Insurance Co.,

Employ- jn England

under
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-
erly
Abbott,

“RESORT LIVING IN THE HEART OF LOS ANGELES”
Edward |. Crowley, Generol Manager - A Hilton Hotel

oltie atin ae?

ine rp

Otay

was handled by Sutherland-
Boston

dules.
Press

Style C Kelly
Little Giant.

Ethyl Foster,

has opened
feos at 122 E.

models

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

Herald-
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

Transportation
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

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.

EDUCATIONAL
DIVISION

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,

and
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

TRAITIC STLLETES tates

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 |

included.

DIVISION

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-
phia.

gates

ature items published. 45,000 monthly
coverage—CCA circulation.

THE
TRAFFIC SERVICE
CORPORATION

Founded 1907
State-Madison Building
22 West Madison St., Chicago 2, Ill.
SAN FRANCISCO 3 NEW YORK 17
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
gloss.”

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
product.

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

i

;
i
I
i)
if

ses cert
te 44 Advertising Age, June 9, 1952
. OUR FLOORS FRON
hes EMBARRASSING YO
i ‘iret Sige of Good Memselanping Storts With Gloumise
. ences’: Louger. Wearing Glow Mlshes 1 Biggest Peer lex i

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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
Bridgeport.

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.

of

sion of Electrographic Corp., Chi-
cago.

had
RETAIL SALES
of
$500,386,000 in 1951
$129,096,000 in 1940
GAIN of 288%

The Fabulous Southwest

The Nation's Largest Trade Territory

45

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
Evening

Pathfinder
sells ideas
where ideas

are wanted

SNR Ne ERE CE De NN tae 7

AL PRS EN ERA Ga

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

Publisher

Washington Square, Phila. 5, Pa.

"3 aa ate
rom

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46

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
years
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

is

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 |

tising

69th iw suvinc power

omong Sales Management's

162 Metropoliton County Areas
ao
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-
agencies

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-
ographer.

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-
tional.

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-
divisions.
sales staff of WFLN, Philadelphia.’ joined the company in 1934.

Gerald Mitchell

National

publications,

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

MONDAY MORNING

Annual Meeting.

Toppers Awards.

Chapter Membership Award.
Traffic Service Awards.

MONDAY LUNCHEON

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.

MONDAY AFTERNOON

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
products.

MONDAY EVENING

Publishers’ reception and cocktail party. -

TUESDAY MORNING

NIAA Chapter Officers’ Breakfast.

Special Activities for The Ladies

Progress report of Industrial Advertising Re-
search Institute, Bennett S. Chapple, Jr., Chair-
man.

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.

TUESDAY LUNCHEON

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.

TUESDAY AFTERNOON

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.

TUESDAY EVENING
Town Meeting of the Air
radio broadcast

WEDNESDAY MORNING

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-
pany.

WEDNESDAY LUNCHEON

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.

WEDNESDAY AFTERNOON

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
Company.

Panel discussion of exhibits, arranged by NIAA
committee on exhibits.

WEDNESDAY EVENING

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

“HELL BENT

FOR ELECTION!"

{ 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

Ill.,

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

ads.
| 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.

MAIL YOUR RESERVATION WITH CHECK DIRECT TO NIAA HEADQUARTERS, « retail)

1776 BROADWAY, NEW YORK, NEW YORK

SINGLE SESSION CONFERENCE TICKETS

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

6.00

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.

5.00

6.00

5.00

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”.....

oo.
‘

Advertising

5.00

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.............++

SINGLE SESSION TICKETS FOR LADIES’ SPECIAL ACTIVITIES

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
PALMER HOUSE, CHICAGO

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........

4.00
12.00

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

6.00

47

;“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
items.

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-
sumers.

| 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
el,

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
business.

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.”

(Advertisement).

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48

8x10 |
GENUINE
GLOSSY
PHOTOS
ta Quantities
SELL BETTER!

tHE

o
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

where
adait

PHOTOMATIC CO.
53-59 E. Illinois St, Chicage 11, Illinois
Phone: WH itehall 4-2930

the 24,000 farm leaders—VO-AG TEACH-
ERS, COUNTY AGENTS, SOIL CONSER-
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

WATT PUBLISHING CO., MOUNT MORRIS, ILL.

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
this:

“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
budget.”
@ “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.

with
the
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-
ence.

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).

SPECIAL DIVIDEND DECLARED*
If you advertised last year in the RICH-
MOND (Calif.) INDEPENDENT . . . you
probably have an Earned Merchandising
Credit!

*Why not find out? Contact Win Smith
Advt. Mar.

AMERICA'S
FIRST
ENGRAVER

@ 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

DAY-NIGHT

REVERE PHOTO ENGRAVING CO.
712 FEDERAL STREET, CHICAGO 5, ILL. WA 2-8816-7-8

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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.”

N. N. PERLSTEIN

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.

(AA)

—important to important people

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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)

91,651

Avalanche- Journal
CIRCULATION OVER 46,000
Wotl, Rep. TEXAS DAILY PRESS LEAGUE, Inc

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

been)
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
competition.

Promotes Harold Breitner

Harold Breitner has been pro-
moted from copywriter to account
executive of Hicks & Greist, New
York

Develops Startling

more one-sided than had been
anticipated.

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
activity.

WOWO0 FORT WAYNE NBC AFFILIATE

WESTINGHOUSE RADIO STATIONS
KYW - KDKA - KEX - WBZ - WBZA - WOWO - WBZ-TV*

National Representatives, Free & Peters, except for WBZ-1'V; for WBZ-TV NBC Spot Sales

Inc

CD

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

NBC

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
agency

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
division.

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-
ager.

A-D-V-E-R- 1 -I-E-S

(Trade Mark)
MAKE EXCELLENT

BUSINESS
PROMOTIONS

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-
merchandise
shows etc Adver-
Ties are Smart and
Individual Ambassadors
to sur “‘best’’ ad-
« story in a

and subtle
manner ee

MADE SPECIAL
TO ORDER

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
experience
QUANTITY LOTS
sU PPL IED at nom-
State
enclose
samples of
matter
prices wi be promptly
ALSO REGUL. AR TIES—large
assortment. Ties individually packaged
and labele

sent

AMERICAN NECKWEAR MFG. CO.

(Dept. AA) one WEbster 9-7592
320 So. Franklin = Chicago 6, lilinois

fates aid

a ee:

— a ©

A

|

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TS aE

Advertising Age, June 9, 1952

Coming
Conventions

*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-
cinnati

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,
Seattle.

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
York.

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,
Chicago

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
Va.
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
Coast.

'KORK Names Vaile

Roland Vaile, formerly manager

manager of KORK, Las Vegas,
NEC affiliate.

THE CREATIVE ART SERVICE

CUT ART COSTS

Multi-Ad Services, Inc.
105 Walnut, Peoria, Ill

|

Consolidated Enamel Papers
cut printing costs

for Colt’s Manufacturing Co.

It’s hard to imagine anyone thinking about
guns without thinking of Colt’s, the gun that
won the West. But Colt’s Manufacturing
Company insures against just that eventuality
through extensive distribution of sales
materials to gunsmiths, hunting clubs and others.

Until recently, most of these materials were
printed upon premium-priced enamel papers
to assure finest reproduction of detailed
illustrations. Then Colt’s ran a comparison
with Consolidated Ename! Papers. ‘The
results proved that Consolidated Enamels
equaled the very highest quality, but at savings
averaging 15 to 25% of the net paper cost.

This simply bears out what hundreds of other
leading companies have learned by trying
Consolidated’s famous comparison test on their:
own jobs. If you'd like to see it for yourself,
just say the word. We'll be glad to furnish
trial sheets to your printer without obligation.

Finest quality enamel paper at lower cost
is the direct result of the enameling
me hod which Consolidated pio-
neered. Operating as a part of the
papermaking machine, it elim- 6
inates many costly steps still re-
quired by other papermakers and
produces highest quality paper,

~ simultaneously enameled on both

sides, ina single high-speed operation.

a

PEPIN LIP SIN EY EM NY SNS mh ME eT

§ Goxz.

Production Gloss +

SENAMEL PAPERS

Modern Gloss «

CONSOLIDATED WATER POWER & PAPER COMPANY + Makers of Consoweld

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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— re ih 8 ; ie
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
q (j * Telewinon f
4 q Where People Shop

. . Here's the 1952 Grocery Buying

<—s FOOD PRODUCTS—AIl-purpose shortening, baby foods,
Je

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...
SOAPS AND ALLIED PRODUCTS — Powered bleach,

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

6

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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
1951,

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
Chicago.

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

TABLE 1
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-
tomers.

A careful examination of the margarine
purchase data makes it clear that con-

TABLE 2
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

ket
The details of purchase patterns shov
in the buying profile of 100 families a

especially interesting, and demonstra
the wide variety in individual purcha
patterns.

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
questions.

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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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.

family's

was

almost

® From the standpoint of Allsweet, on the
hand, Family 142 was well-nigh

TABLE 3
Frequency Distribution of Number of
Brands Purchased per Family

Number of Brands Number of Families

other

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

TABLE 6
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

TABLE 5
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-
ties.

@ 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

TABLE 7
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
substantially.
@ 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

HOW TO READ THE
“PURCHASE PROFILE” TABLE

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

follows:

Code Brand Code Brand

as Allsweet (Swift) my Mayflower (Ar-
mour)

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)
Grove)

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-
erence.

(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-
ues.

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-
fered.

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
value.

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.

Family | Family |
Number | Type | JANUARY FEBRUARY MARCH | APRIL MAY JUNE JULY | AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
|
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; “ee | go oe pk as as ey fe as dr | as
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ees dr dr - | dr dr dr dr dr jas dr dr dr dr | dr dr dr
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124 1123 | pk dr dr as bb as dr pk nu bb as sw bb bb as as as as du as
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| 2as 2as 2as
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167 1133 as | pk pk pk go | pk pk du Dawe as as pk go Sz gO gO
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; 334 1222 . | Ber nu | nu : as , go
| 340 1222 : du j dr dr pk as du pk du pk em 2go0 go
| 345 1222 pk nt pk ky pk pk mr pk pk nt | pk nt pk pk nt | dr 2go dr nt | pk dr dr nt pk | pk dr nt nt nt pk nt nt nt nt nt nt sw nt 2nt 2nt nt nt nt ‘nt as nt 2nt 2nt 2nt 2nt nt pk pk pk pk nt pk pk
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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-

have

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
them.

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-

Woolf
= 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-
stitute.

Wrote Dr. Knowlson:
average intelligence
work, or yields his best service, between
20 and 40. After 40 his powers begin to
decline.”

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

“The
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-
zines.

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
held.

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
reminiscent.

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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;
If you have a special advertising message—or a last minute offer—of interest to the 5
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' _
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is | Equally important: these 20,000 constitute an intense readership because SUPER-
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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
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There is simply nothing like it in the food industry . . . nothing near as fast or as
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Thursday For Monday’s Issue. Introductory subscription price—$1.00 a year . . .
$2 for three years.

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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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58

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

——_

4
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

at

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

Leslie
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
action.

2. Include
Address.

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
Beautiful.

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
quicker.

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
Coupon.

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-
quirements.

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%_

38.

40.

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
these.

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
these__.

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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GENERAL ELECTRIC

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
South.”

CLAUDE J. HENDON
General Electric Commercial
Vice-President, Atlanta, Georgia

The SOUTH Subscribes to

THE PROGRESSIVE FARMER

PUBLISHED IN FIVE SEPARATE EDITIONS TO SERVE THE FIVE FARMING REGIONS OF THE SOUTH

BIRMINGHAM « RALEIGH + MEMPHIS «+ DALLAS NEW YORK « CHICAGO «+ EDW. S. TOWNSEND CO., SAN FRANCISCO, LOS ANGELES

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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60

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

people,

obvious

Tips for the Production Man...

4

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
necessary.

; I Remember Cheltenham
Or: Are the Old Type Faces Really Dead?

| By. KENNETH B. BUTLER

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
Os

} 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

was

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

less

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 WAY TO SL

New 3-Layer Comfort
and Firm Support

You Need All Three
for Healthfal Rest

EXCLUSIVE WITH ENGLANDER

BACKED BY POSITIVE
X-RAY PROOF

(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.

some

“Chelt” from an aesthetic point of view,
it was a durable face. Its sturdy, nearly-

square

those old handset days.
clean-cut,

Advertising Age, June 9, 1952

legibility.
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.”

—ALLEN THRASHER,

Director of Advertising, First National
Bank of Cincinnati.

31

32

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.

2 + = Le
es ‘ MS Te dehy +

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
top.”

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-
tors.

2. Spend recreation hours with the same
social circle as the top officers and di-
rectors.

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-
ness.

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-
vance.

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. |
|
'
CONSULTANT URGES
USE OF PSYCHOLOGY

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

A MEREDITH STATION
“Room 280 + Insurance Building +. Omehe

JOHN BLAIR & CO. REPRESENTATIVES

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

14 WEST LAKE ST

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

PHOTOGRAPHIC
REVIEW

| 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

SANITARY PROTECTION

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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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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
School.

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
stores.

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
ARE A LOT OF MILES”

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.
AGENCY One,
con AMO

NEW YORK

WATIONAL VAN LINES

WASHINGTON, D.C.
DALLAS

EXEC. OFFICES: 2431 IRVING PARK ROAD
CHICAGO, ILL.

| 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.

floors.

‘Companion’ Reaches High

Woman's

Home

63
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.

BRAND NAME AWARD WINNER
ANNOUNCES SUCCESS FORMULA

"| 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.
{Advertisement}

Rudy
Schindler

“HOW DOES
READERSHIP OF EDITORIAL
PAGES AFFECT ADVERTISING ?°

Case Study Shows:

PUBLICATION READERSHIP EXTENDS EQUALLY
TO EDITORIAL AND ADVERTISING PAGES.

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.

A. GENERAL PREFERENCE

B. ADVERTISING PREFERENCE

C. EDITORIAL PREFERENCE

Percentages exceed 100% as some men read more than one magazine.

1947

McGRAW-HILL PUBLISHING COMPANY, INC.

@ 330 WEST 42nd STREET, NEW YORK 36, N. Y. @

M-GRAW H/LL

= SOR BUSINE

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Secaelinars

64

DOUBLE
DUTY
PROMOTION

ploying efficient services

200 E. Illinois St.,

1
|
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|
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|
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|
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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,

ADVERTISING AGE

MANAGER

of this top-level business

Chicago 11, Ill.

ADVERTISING MAR

Rates

Preceding publication date. Display classified takes card rate

column inch. Regular card discounts,

PLACE
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.

HELP WANTED
DYNAMIC SALES REP WANTED
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
Box 5129, ADVERTISING AGE,
801 Second Ave., New York 17, N. Y.
FRED J. MASTERSON |
ADVERTISING — PUBLISHING |
PERSONNEL
All types of positions for men and women. |
185 N. Wabash FR 2-0115 Chicago
WRITER-SALESMAN UNDER 30
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.
Box 5130, ADVERTISING AGE, |
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-
delphia

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-

kets
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-
tention.

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
comprehension.
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
more.

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.

USE COUPON TO OBTAIN INFORMATION

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

|

i MOLENE
| PERSONNEL SERVICE
Copywriters
Editorial Artists
| Promotional
BANKERS BLDG. ANDOVER 3 4424
| _ ART DIRECTOR WANTED
| 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.
ADVERTISING AGE,

200 E. Illinois St., Chicago 11, Ill.

ADVERTISING & PU Sennen.

FOR ALL TYPES OF POSITIO

GEORGE WILLIAMS-PLAC EMENTS

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.

Box 5127, ADVERTISING AGE,

200 E. Illinois St., Chicago 11, Ill

ing.

HELP WANTED
WANTED — EDITOR

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-
Midwest.
Box 5132, ADVERTISING AGE,
200 E. Illinois St., Chicago 11, Ill
We have attractive positions for men
and women in Advertising and Publishing.

MYRTLE BARNARD - CARMEN TAYLOR
176 West Adams Ce 6-3178 - Chicago

POSITIONS WANTED
ADV.-SALES PROM. MGR., mag.,
more responsibility in media, agency, dis-
trib., or mfg. Long adv., media, p.r., dis-
trib. exp. Coll. grad. Relocate. $10,000.

Box 5123, ADVERTISING AGE,
801 Second Ave., New York 17, N. Y

seeks |

agency seasoned, have a “feel”

Advertising Age, June 9, 1952

THIS AGENCY JOB
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-
mgr

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.

Box 5131, ADVERTISING AGE,

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.

Box 5111, ADVERTISING AGE,

200 E. Illinois St., Chicago 11, Ill.

|

staff knows about this ad.

Box 164, ADVERTISING AGE
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.

Box 5126, ADVERTISING AGE,

200 E. Illinois St., Chicago 11, Ill.

CLEVELAND
AD MAN ART DIRECTOR

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
director

Box 5125, ADVERTISING AGE,

200 E. Illinois St., Chicago 11, Ill.
MARKET RESEARCH ANALYST - highly
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

Box 5040, ADVERTISING AGE,

801 Second Ave., New York 17, N. Y.

INDUSTRIAL ART DIREC TOR
Tired of high pressure - tight deadlines -
hectic hours - unreasonable clients? Here
is a TOP ART JOB that offers relief from
all of these. LEADING INDUSTRIAL
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.

Box 5124, ADVERTISING AGE,

200 E. Illinois St., Chicago 11, Ill.
TYPOGRAPHIC SALESMAN
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.

Box 5116, ADVERTISING AGE,

200 E. Illinois St., Chicago 11, Ill.

SERVICE - TRAFFIC
Good Production experience. $4,000
Box 5134, ADVERTISING AGE,
200 E. Illinois St., Chicago 11, Ill.

BUSINESS OPPORTUNITIES
OPPORTUNITY for free-lance indus.
Acct. Exec. to join one-man agency or
One-man Agency desiring to lower over-
head. Write

Box 5023, ADVERTISING AGE,
200 E. Illinois St., Chicago 11, Ill.
FOR SALE!
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.
Box 5133, ADVERTISING AGE,
801 Second Ave., New York 17, N. Y.
MISCELLANEOUS
CANTON, OHIO—5200 BEST HOMES
Your envelopes addressed from Direct
Mail list for 1¢ per name! Write:
Letter Shop, Peoples Bank Blg., Canton, 0

DO YOU NEED WEST COAST REP?
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

OPPORTUNITY IN CANADA

EXCEPTIONAL OPPORTUNITY
FOR SUCCESSFUL PRINTING
AND LITHOGRAPHIC SALESMAN

Nationally known producer of highest quality
vertising material has opening

et plate department, comp
et

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
F

FOR AGENCY WOMAN

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

ADVERTISING-MERCHANDISING EXECUTIVE
now available. Seeks ch allengir AE opportur tty with
manufacturer of package: on
years versatile experience in
ing all phases of
chandising

Presently supervise million dollar appropria

tion. Thorough knowledge of creation, production

lacement of media including newspapers
posters, etc. Also

mai! literature

direct
initiate and follow through on

r
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¥

ADVERTISING
EXECUTIVE

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.
ADVERTISING AGE,
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
efforts.

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.

SALES PROMOTION MANAGER

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.

BOX 166, ADVERTISING AGE
200 E. Illinois St., Chicago 11, Ill.

ARTIFICIAL FOODS

in full

natural color

prices.

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

OF RIGID RUBBER

boost appliance

CANTON,

AGENCY-COPYWRITER

$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
board.

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
question.

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-
em.

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? ?

Fide
s “iy

%
NOipnao8®

ce

A,
&. ss
SOnacizeo ©

—WHAT DO YOU WANT TO KNOW?

FULL

INFORMATION

ON ANY

may have been more frequent than | od from Aug. 1 to Oct. 2 last year:
USE OF TRADE-IN ON INSTALMENT CONTRACTS

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.,
treasurer.

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.

POINT OF PURCHASE
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.

BOX 168, ADVERTISING AGE
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-
and.

LAYOUT ARTIST

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.

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This Week in Washington...

Nobody Hears Fair Trade Hearings

ty STANLEY COHEN

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
chairs,
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

ap-

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
oa

THOMAS PUBLISHING COMPANY
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
didn’t.

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
tions?

Interstate’s
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
sponsoring.”

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

witnesses

absenteeism isn’t
however.

Seldom

is being abused to hold back color
TV.

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

proviso
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-

committee
consider

ment from

ing.”
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-
duction.

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-
cisco,

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.

eet HOMES CURRENT
ANK PROGRAMS (000) RATING
EVENING, os A-WEEK (AVERAGE FOR ALL PROGRAMS) (2,354) (5.5)
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

buyer.

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
10).

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.

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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.

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Write, wire or phone for complete information.

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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
Say.

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
not.

® 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
Chicago.

“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
said:

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-
tor.’

“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
Frigidaires!’

“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

money.

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
did.

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
agency.
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
lost.”

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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7

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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,
Seattle.

“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
Company.

Di-|

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,
and
Many of the practices that he has
advocated in the past have been
sound.

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|
ad.

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.

C. RALPH BENNETT,
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
re-|

; 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.
W. B. LaAIGHTON Jr.,
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

—,

“a

“

service, willingly given

_plates..

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meeting your deadlines without sacrificing quality...

roviding your organization with efficient

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producing for you the finest quality printing
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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.
Jack ISBELL,
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-
TISING AGE.

Is accenting the third syllable
instead of the second a more prev-
alent practice in the advertising
world?

Thanks for any help you can
give us.

Betty Papa,

Bert S. Gittins Advertising,

Milwaukee.

Most people, particularly in the
advertising business, use ad-ver-
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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-
conditional.

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

Club.
price. |

! \

O'Meara

Walter

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
OSS.

= 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
complaints.

The group of voluntary settl
ments did not include “free” cas
which are still pending agai

| investigation stage, and there + 3
t

other book clubs.

@ Chairman Mead said the 33 vol
untary settlements “indicates wid
busine
ruli
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 |

GEYER, NEWELL & GANGER PERSONNEL JOINING LENNEN
& NEWELL

(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
supervisor.

John H. Sheldon, v.p. and group
supervisor.

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-
tact.

David Boffey, group copy di-
rector.

Martin Koehring, group copy
director.

Shirley W. Esty, exec. contact
and fashion copy.

Dick Green, copy.

Beverley George Ellis, art di-

rector.
Thecdor Ziesmer, art director.
James Hausman, asst. group

copy director.

Herbert Horton, television pro-
ducer.

James Ennis, television producer.

Margaret T. Ford, asst. to media
director.

Philip E. Penberthy, asst. ac-
count exec.

Reginald Pierce, merchandising.

Francis Cambria, asst. acct. exec.

Donald Peace, traffic and pro-
duction,

James A. Pancoast, traffic and
production.

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
papers.

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-
harat.

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

| EXTENSION’S
my Coupon Clippers”

B®, MEAN BUSINESS!

a EXTENSION readers are “cou-
on clippers” par excellence!
nd when a reader takes the
ne to clip and mail a coupon,

MEANS BUSINESS. Keyed
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-
vertiser.

“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
people.

® 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
Plan.

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!

The-Kalsigh—-

pee

(SM Survey 5/10/52)

THE LOWEST COST MASS MEDIUM

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
Observer.

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.

RALEIGH, N. C.

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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4

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
research.

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
11 EAST HUBBARD ST., CHICAGO 11, ILL.

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-
vertising.

@ 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
here
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
prepared:

“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
negative.

“His headline read: ‘LET THIS
MACHINE DO YOUR WORK FOR
YOU WHILE IT PAYS FOR IT-
SELF.’

s “Note the directness, the newsi-
ness, and the sales appeal in this
headline. How different from
‘DON’T BE CHAINED TO THE
WASHTUB.’ |

“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-
rupled.”

Mr. Lasker told how emotion

rund £07
INDIVIDUAL
ATTENTION

”

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
benefits of our 40
years experience and

the individual attention

to quality and service
that has been the
cause of our

continued growth.

May we tell you more?
Write or phone and
a sales representative

will call at your
convenience.

|with the headline ‘DON’T BE
|'CHAINED TO THE WASH-
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.”

UNIFIED
SERVICES

COLOR PROCESS

ENGRAVINGS
® 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
nedy.
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.”

PONTIAC
ng &-
Co

812 WEST VAN BUREN
CHICAGO 7, ILLINOIS

call HAymarket 1-1000

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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-
ming

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
accomplish

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The Publication with
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Publishers of the only library of

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for LP-Gas information since
193)

D An alert audience as shown by
80 to 100 letters per month to
the editors, asking for engineer-

ng advice

D First in display and classified ad
vertising for 13 years

Pin 1951, 88 exclusive advertis
ers used only BP-News Publica
tions to sell this market

PANt

vs

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-
ture.”

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
building.”

@ 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

1S EVERYBODY HEALTHY?—There’s not

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,

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Rep. Oren Harris (D., Ark.), sub-
committee chairman, ordered a re-
cess of a week for further research.
Subcommittee members were still

G. FRED DEBOLT

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-
count.

WILL H. FISHER

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.

/OSWALD MARQUARDT

| 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

BIRMINGHAM, ALA., June 6—
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
business.

ARTHUR M. BARMAN

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.
| ARTHUR R. WENDELL
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 |

hearings.

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
English.

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.

SURE-CURE

markets:

histories.

meet with them as a group at

1150 Plymouth Building
Minneapolis

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WEAK, RUN-DOWN MARKETS

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
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indefinitely. In short, | can offer you in one or more particular

100% RETAIL DISTRIBUTION

ENTHUSIASTIC DEALER SUPPORT

HEAVY IMMEDIATE SALES

CONTINUED REPEAT BUSINESS AT A HIGH LEVEL

. « . 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
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TONIC FOR

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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
added.

® 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
said.

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-
dorf-Astoria
luncheon opening
the 1952 AFA
convention, Miss
Owen will accept
the award in per-
son.

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

said.

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
change.

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
years.

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

representative.

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
basis.

® 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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74

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}!
meeting

Though some _ radio boosters
along Madison Ave. were hailing

the stations’ action as the “affili-
ates’ revolution,” one major station
operator told ADVERTISING AGE:

\Winstom.

a Growine MARKET
OF MORE PEOPLE
WITH MORE MONE

TO SPEND
THAN ever BEFORE

A 9-COUNTY MARKET

with
1951 RETAIL SALES
of
$280,455,000°

*Sales Management, 1952 Survey
of Buying Power

The JOURNAL & SENTI-
NEL are the only papers KX
that cover this rich, grow-
ing market in the South’s SS
No. 1 state N

The JOURNAL & SENTI- \
NEL are the only papers KX
in the South offering a NW
Monthly Grocery Inven-
tory, an ideal test market

The JOURNAL & SENTI-
NEL are the only papers
completely blanketing an f
important 9-county seg-
ment of North Carolina

YOU CAN'T COVER NORTH
CAROLINA WITHOUT THE

| 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-
ues,

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-
tiser.

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
renewal.

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...

Mil-

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-
tories.

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
Week
Month Ended

|

Federal Reserve of — —
District and City Apr 17
UNITED STATES . 9 0 .
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

DEPARTMENT STORE
SALES INDEX ~~

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.
pPreliminary.
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
Downtown
Los Angeles ll 0 3
Westside
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
rRevised.

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

ee
‘Thomas E Mctirath

and Associates

Street
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Fi: your information
(and use) we show
above the name and
address of one of
America’s finest
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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

stands

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
vote.

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

direction.

‘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
terms.”
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
Montgomery
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

and you've sold your product

Indoor Advertising of America

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MANY ADMEN ... have a personal

subscription to Advertising Age mailed

There are two ways to read Advertising Age . . .
One way is to scan it quickly, in the midst of

mation in terms of your job and your business.
Many admen, for the reason illustrated above,

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have a personal subscription of AA sent to their
homes. They read it carefully from front page
to back. Says Don Smith, Advertising Manager
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word of Advertising Age, and benefit more from
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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 ...as 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.

LLER & HUTCHINGS, INC.

No. 1 of o Series : ms : Socal Pour hintat Fhatetaa having F leat

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