Skip to main content

Full text of "Advertising Age 1954-08-09: Vol 25 Iss 32"

See other formats

Advertising Age ‘ 

Entered as second-class matter Jan. 6, 1932, at the post office Chicago, Ill., under the act of March 3, 1879. Copyright, 1954, by Advertising Publications, Inc. 

August 9, 1954 

Volume 25 - Number 32 

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

801 Second Ave. * MU 6-8180 

Radio-TV Network Licensing to Be 
Investigated by Senate Committee 

Bricker Group to Ponder 
Relations of Chains with 
Sponsors, Stations, UHF 

WASHINGTON, Aug. 5—The Sen- 
ate interstate commerce committee 
decided today to go ahead with a 
full-scale study of the need for 
legislation to put radio and tv net- 
works under federal control. 

The initiative for the investiga- 
tion comes from Sen. John Brick- 
er (R., O.), chairman of the com- 
mittee, who has already intro- 
duced a bill (S. 3456) which would 
authorize the FCC to issue li- 
censes for networks. 

There was no immediate indica- 
tion whether the investigation will 

‘involve lengthy hearings, but the 

broad scope of the effort was in- 
dicated by the fact that the com- 
mittee voted to hire two special 
experts to participate in the work. 

The individuals are to be se- 
lected by the majority and minor- 
ity sides, and there have been re- 
ports that Sen. Bricker intends 
to designate former Federal Com- 
munications Commissioner Robert 
Jones as the majority representa- 

On the basis of today’s action, 
the study is likely to be an ex- 
haustive examination of the role 
that networks play in the opera- 
tion of the radio and television 
industry. There was a clear indi- 

(Continued on Page 4) 

John Blair Stations Hit the Spot with 
Call-Letter Jingles Both Sweet and Hot 

New York, Aug. 5—Station 
identification time can be much 
more than a cut-and-dried fulfill- 
ment of the FCC requirements to 
let people know what station 
they’re tuned to. 

Robert E. Eastman, v.p. of John 
Blair & Co., is convinced that 
properly handled these legal pauses 
can give a station a new memora- 
bility—an extra flair that makes 
it stand out above the competition. 

To prove his point Mr. Eastman 
has an afternoon’s worth of tape 
demonstrating how two Blair-rep- 
resented stations—WWSW, Pitts- 
burgh, and WFBR, Baltimore— 

have put showmanship to work to 
take the routine element out of 
their identification periods. The 
magic word is music. Singing call 
letters, tuneful program lead-ins, 
good morning jingles and sign-off 

s Several stations have used this 
technique to advantage at one time 
or another in the past—notably 
WTOP, Washington. 

Looking for a way to give his sta- 
tion some new spark, Pete Schloss, 
general manager of WWSW, de- 
cided that musical identifications 

(Continued on Page 70) 

Probing the Off-List Revolution... 

Discount House Boom 
Dissected by Weiss 

New York, Aug. 4—E. B. Weiss, 
who writes “On the Merchandising 
Front” each week for ADVERTISING 
AGE, has been studying discount 
houses and the whole realm of off- 
list selling. 

Starting in AA next week, Mr. 
Weiss, who is director of merchan- 
dising for Grey Advertising Agen- 
cy, will present his findings and 
his conclusions in a series of four 
provocative articles on “The Off- 
List Revolution in Retailing.” 

The series is a _ penetrating, 
straight-talking discussion of the 
biggest single merchandising prob- 
lem of the postwar period. It re- 
views and analyzes the whole field 
of off-list selling, and puts the en- 
tire problem into realistic focus. 

= “The merchandising world is 
alarmed about some 2,500 discount 
houses of the Masters and Korvette 
type,” Mr. Weiss says. “But the 
bald fact is that there are at least 
250,000 outlets selling at variable 
discounts from list. 

“The store-type of discount 
house is merely the facade of dis- 
count retailing. It is a completely 
deceptive facade because it actual- 
ly minimizes the truly enormous 

scope of the structure for which it 
acts as a ‘front’—discount selling 
in its innumerable facets. 

“It also obscures the fact that 
a substantial, not a tiny, part of 
retailing is right back where it 
started from years ago—right back 
to a two-price (and even a three- 
price and four-price) system of re- 

= “If every discount house,” says 
Mr. Weiss, “were eliminated over- 
night, its total disappearance would 
not cause more than a minute 
shrinkage in the total retail vol- 
ume done at discount from list, 
with the exception of a few cate- 

“It is high time, therefore, that 
manufacturers, wholesalers and 
retailers—all who are genuinely 
concerned with the toppling list 
price—take their eyes off the dis- 
count house and study the discount 
operation. There are billions and 
billions of dollars of difference be- 
tween the two! 

“The purpose of this series is to 
put discount selling, as differenti- 
ated from the discount house, in its 
proper perspective—to delineate 

(Continued on Page 55) 


Four FTC Lawyers 
Get New Fulltime 
Job: Reading Ads 

z bees : WASHINGTON, Aug. 5—In an all- 

out effort to check up on compli- 
ance with its orders, agreements 
and rules, the Federal Trade Com- 
mission today gave four staff law- 
yers fulltime assignments reading 
newspaper and magazine ads and 
monitoring broadcast advertising. 

The compliance task force is un- 
der instructions to keep a sharp 
eye on ads carrying the signatures 
of firms that have been before the 
commission on false advertising 
charges, but it will also be alert 
for false or misleading ads by firms 
with no past FTC history. 

FTC has had a continuing sur- 
vey of advertising for more than 
25 years, but until recently the 
work was carried out by seven un- 
skilled clerks. Robert Heller & 
Associates, management engineer- 
ing firm which recently studied 
FTC’s operations, said the clerks 
were not sufficiently productive. 
It suggested that the commission 
turn the spot check over to law- 

Why be Siler Shy ? 

Pees ottee 
ag Stecoaee oe me 9 camgaine 

a ae 
51 Pee Breseosanas rer Conaguan, 
poe smase-ae rien 
wn muted wih 4 

\ pradone of Tse batern ‘ompeans 

vos hentead Sityverr « 

SILVER SHY—““How can I set a nice 
table with odds and ends of sil- 
ver?” asks the cartoon heroine of 
this 1847 Rogers Bros. ad, which 
will appear in Ladies’ Home Jour- 
nal in September, under the head- 
line, “Why Be Silver Shy?” Young 
& Rubicam is the agency. 

Committee Okays 
Broad TV Sales | 
Promotion Setup n the spot check over to lav- 

WasHINGTON, Aug. 5—A 10-man tive” in spotting ads that warrant 
committee representing the Na-| commission attention. 
tional Association of Radio and | 
Television Broadcasters and the # The Heller survey noted that in 
Television Advertising Bureau 1953, when nearly 700,000 ads were 
gave its approval today to a blue-| examined, the work of the seven 
print for an _ all-industry sales | clerks resulted in only 84 prelim- 
promotion agency which is ex- | inary inquiries and 55 formal in- 
pected to be in operation this fall. | vestigations. “Although the adver- 

The new agency, designated as |tising survey serves the purpose of 
the Television Bureau of Advertis- | ‘the policeman on the beat’ in dis- 
ing Inc. (TvB), will be headquar-| couraging false and misleading ad- 
tered in New York, with instruc- | vertising,” Heller said, “the tangi- 
tions to promote all phases of tv—| ble results for the money expended 
local, regional, national-spot and | are small.” 
network. In addition to a board of| At the present time the task 
directors and chairman, it will have force has started out with lists of 
a fulltime president and a director orders, stipulations and agree- 

(Continued on Page 71) (Continued on Page 8) 

Last Minute News Flashes 
Thomas ]. Webb Coffee Names Meyerhoff 

Cuicaco, Aug. 6—Continental Coffee Co., large institutional pro- 
ducer which recently purchased Thomas J. Webb Coffee, a local con- 
sumer brand, has appointed Arthur Meyerhoff & Co. to handle a news- 
paper, radio and ty campaign to be launched locally later this month, 
in an effort to reestablish the Webb brand as a leading seller in the 
Chicago market. Ivan Hill Advertising formerly handled the account. 

Sanders Named Merchandising Head at Block Drug 

JERSEY CiTy, Aug. 6—E. Lowell Sanders, formerly shaving division 
sales manager at Eversharp Inc., has joined Block Drug Co. as mer- 
chandising director, a new position. He will supervise merchandising 
and sales activities. David Harris continues as general sales manager. 

Doyle Dane Bernbach Gets Factor Electrique Line 

HOLLYwoop, Aug. 6—Max Factor Inc. has named Doyle Dane Bern- 
bach, New York and Los Angeles, to handle its new Electrique line 
of colognes and perfumes. The agency already handles Factor lipstick, 
Pan-Stik, Erace and the Signature men’s line. 

Du Pont to Back TV ‘Football Forecast’ in 100 Markets 

WILMINGTON, Aug. 5—E. I. du Pont de Nemours & Co. will present a 
15-minute filmed “Football Forecast” in approximately 100 major tv 
markets this fall. Booked on a spot basis, the 10-week series will ad- 
vertise Zerone and Zerex anti-freeze. Batten, Barton, Durstine & Os- 
born is the agency. 

(Additional News Flashes on Page 71) 

\F'TC Lists Donations 
to Fashion Academy 

New York, Aug. 5—Winners of 
Fashion Academy awards this year 
and last paid a total of $131,350 to 
|the academy or to a public rela- 
tions firm associated with it, ac- 
cording to documents admitted as 
evidence this week in the FTC in- 
vestigation of the academy. 

FTC has accused Ann H. Hart- 
man, operator of the school for de- 
signers, and p.r. man Alexander H. 
Cohen with misrepresenting the 
award. The government contends 
they have used it as part of a 
scheme to “enrich themselves per- 
sonally” (AA, March 29). 

The table on Page 67, prepared 
by ADVERTISING AGE from data 
contained in those documents, 

1. Of the 46 companies or prod- 
ucts listed by FTC as receiving the 
Fashion Academy award in ’53 
and ’54, 20 were cited only in 1953, 
12 only in 1954 and 14 in both 

2. Last year the award holders 
paid a total of $49,300 to the Emil 
Alvin Hartman Foundation fund 
of the academy. They paid another 
$30,550 to the public relations 
firm of Alexander H. Cohen & As- 

(Continued on Page 67) 

Canadian Tea 
Council Names 
Spitzer, Mills 

Toronto, Aug. 5—Spitzer & 
Mills, Toronto, has been named to 
direct an expanded campaign by 
the Tea Council of Canada. 

Fourteen agencies were screened 
for the appointment. Barred from 
consideration were U. S. agencies, 
and Canadian shops with tea ac- 
counts also were ruled out. Thus, 
Leo Burnett Co., whose New York 
office directed the highly-effective 
campaign of the Tea Council of 
the U.S.A., was automatically 
eliminated from consideration. 

“We would prefer not to dis- 
close the amount of our advertis- 
ing appropriation at this time but 
it is the largest amount ever al- 
located to increase the consump- 
tion of tea in Canada,” L. Aker- 
man, executive director of the Tea 
Council of Canada, told ApverTiIs- 

He said that only Canadian- 
owned advertising agencies were 
allowed to submit presentations 
and to compete for the account 
because this will be exclusively a 
Canadian campaign. 

The Tea Council of Canada was 
formed in June and replaces the 
Tea Bureau, which formerly oper- 
ated here. Although similar to the 
U. S. Tea Council, the Canadian 
organization is a separate body 
and deals with its own problems 
from a _ wholly-Canadian view- 

Previously Baker Advertising 
Agency had the account. The ap- 
propriation last year was very 

baer ena 7 saw * SO) Sin ee am) Comer wet) et dy i tte tease bY cline OP einer Prateek aN LL. ee ee a. ee ee eso << 2 ee. en!) ME A 
ie es age ee We as ERS, & RR RO cy reo ei, fi rte oerarens Ca demtit eRe Sar fae tick booae ae Bet, i Mate ah eR tae eee SS We Ca BO ig? Em 4%: 5 Pa, +7 oS ee” 
eres Ree Re a IS i pe Re By Re a a ay p occ gs CRANES alta Shy 5 Pat a aN etal SR tg he mrt ested oh ed ae taker ee ERS Na 6 Nee 357, ae Soa “igs ieplied. = Fo ev even: We ee oe Pe Diners = ey ‘ Pee ak anne oS. ee ae ee ee > eo er oe aS pri mk = 
Sets okra eae Age Cae Be ie te ey id ie Oh ane ema PaaS cay oF Ee a Re ar eg Be eet Sn ke Ei Peagnsee WRC aeen tS mar Bera Pe a Ag yee ES a eS ae ay eae ie SRA Ry, ca ye Seti: Ri Oat Tae te ees han sue Se 
MRI ANON TaN wih” BN ras“ Ge LEA A Sacra et AB Sa fae a asia ES Bea tt Serre NS Main arc ea Rie elsiio: Nir Ge Ma a She Aimaehae ee Perit ah aot SEs sale Sel stg aS RE ECL kee esac On y Ts, es Se Se BERS cag Faiie i, VOCs Sk SAMS oo acy 2 hae 
GS eek Soe epee eS eee ca Cena ae gin V PRE GLE ee URE Narada ages Aes So SOE ae po RMR ae Ce Bae fly oe Meee ee ore 
) MRA NR = PERE aS apts, seh Noe re ee ager a) pk pae ee ce Ere mama | Saat a BPE) - Soto ce aoa SEGRE IS, 3. Co pica tna Re Me Oar grease ACS) eS Pe A Te oe eS Pee bn ieee 7 eee a SS, Ds ag aR, a Mav ge ie IR cr cea ca a ar nh ieee. Pity eons: ta e ee Se eyes sats 
garg? Agia. int peaeia ete Nira watior ta Neg co Ny, Gee age tne e fs,  e) UR IPM SE ce reer ete cs, SO uN Mi a Ste bax. SP SIN. aman 9 TS ser HG ele oe Svea Mah ie ae oi i aS Aig war -ae k th eames coc ee a la Sa DeOreMBte Gah se Sr a> toe ee yah Fe 
FR gre ore Laer te seer ae ue Sy aie uot pany: [tee SOAS ery on ee See: ig) eee ea ar eee oe ae aie Pee i aes oY eee chan es Pa a Ret Ae ¢ eee ee et eS aenye See aes valk e eee 
AED "i : ‘ ee a” ‘ : : ; eran: en eae pa : at Bog ; =e J ear Mer Faint F KG ey aie (es a pe ees ye ng aha fsck at eae +, ier s ee ae Peo Ge a tes fe ise Saber 
fe . oer 3 : pee . * i : Bae a ae a as ee a See eS z 4 oe We ec > = giana eg 3 ee 
es — . 4 . a ie ? ' ses, see wi Preece ey Se eee eer gare pe Ce ae ets i 
a iy " ; ° eee a) Se reas 
’ x ST ERE atop ema en 
. 2 a west ay 
i eer ager tee 
EH a 
- Bares ae 
' : 
Rs gas ho eee eR Oe ae ee H H EL N AT I @) N A : 
: L MARR ETING © oo eer ee 
t3 D am - 
; a . £2 & iv : ve 
Fi f  % Daf bi 
; } ; \ \ IR - 
cK $, & ie ut . XQ “ : . f | ( 
ae 4 o Be ‘4 fee 
; os oe -_ Y ‘ Wis BY sk v4 
er : i. . : c 
* iy os BS ages Se ‘ ae eS a 
¥ 4 a : +. bs xy Be adage 
? ee & it MONG \ ee 
i | f 4 “ ee. , ar ee 
ce et \ : et 
re: 4 4 A — ae arena cu! 
7 j \ of? a ins ic al Dial 
’ 4 eat 
at Le fies ges 
pe + See } San 
pus \ casey ; Fi . Ba ae a 
a be rertggyt Pe coe 
oo iit ne oe 
ne : . ab fepapegectpapract = —_ Lio 
ts a Ine Regge > Amaces< aver toes hy) 
ye f 4 oa alen- gehen tapenade in Sit 
si ‘anon a sa 
pes St Rceiicaen usmahaill aie 
- ee ee “ 
eagee tea > 168? Ragen fn oe 
Sevag poe Mh sa as ey 
woes ton cand one 
7 ‘ ie 
ee ; 
sie Pee. ae . 
ae Rs Y a Sees ag. mba 
4 " \ igi 
Sie * | ~ ae : 
5 | eek ae 
nats ee ee 
ee ow ae 
: paar See 
oe pire Sg 
Ss She 
aot ‘ 
Pat eo ies a 
Se —  _———————————————————————————— pokes ; 
a 1 ae 
a a, 
Ss ies ; 
2 is 
ee ee saate ts 
ar eta 
te Pei aaos 
a | ae 
ay <a 
oA eS. 
Blt ios aleee oa 
se aut iy 
gee eas 
E . se pine 
anal By ml as Bie 
qf 9 ye 
ae. a 
ae fe 
ao tats. 
ee wen 
Raat: ere ws 
Pe Bette - at 
/ Bee weet, 
“ira ye 
is 2 coe ac, 
2 Sree oe 
er Ree. 
yea \ Rape 
= Ree. yee 
et, yt 
Ae ae 
ete i. on 
ae ! ei ae 
pee i i as tad i 
Taya Bi ee 
—< od aes 
en ia a) cee 
he as a pcs x 
ap te ie ee Fi 
ta ———————————————_ } Lif Lilia 
: ie ae 
are is: ee ap! 
Lie Bee te 
Bs Bate 
. | Bea ea 
de ae 
| | CNR it 
Be ics erate 
VaR ee: ey 
ent BL cree 
ea Che 
ee har Pah Met aes 
“sine Sgn eee 
pee Boa ae =e 
en parece Ie 
al Ogee ait 
ee = 
Do Se 
F ees 
ia | ee : 
ae ae ane 
i ‘ op 
7 y ; 
si : a Ais ae eieae 
a - 2 ee Re ce 
ox : J Fae r oakits eat : Siar y : . — oe — — hae : 
F a 3 3 ; aay Fi $ . ¥ i : te og 4 . * y, = ee P - : i 
pict? patents fe oe re eee ie eae ’ Le qe a 
Wine gens ; gE ‘ 4 ~= . " : F RE | Ee i igo oa 
We PP es FES eine Ne Ae re een bre oe Fok St ap WY oMs at SOF Ce a Be Ri and Sera code j ‘ , Y aS t : : = 


Washington Football... 

Senate Rescues 

Business Census 
Vetoed hy House 

WasHINGTON, Aug. 4—The fate 
of proposals for censuses of busi- 
ness and manufactures covering 
1954 rested with a House-Senate 
conference committee after the 
Senate voted today to restore the 
$8,430,000 appropriation which 
President Eisenhower requested to 
get the work under way. 

Both houses of Congress passed 
legislation this spring authorizing 
1954 censuses, but the House sub- 
sequently refused to provide funds 
to carry on the work. The Senate 
appropriations committee revived 
the project after government offi- 
cials warned that basic economic 
statistics cannot be gathered until 
1959 if the censuses are passed 
over at this time. 

The administration was reported 
to be going all-out to get approval 
of the census fund in the confer- 
ence, and the White House is said 
to have appealed to leaders of 
the House appropriations commit- 
tee to withhold further opposition 
to the project. 

a At a press conference last week, 
Secretary of Commerce Sinclair 
Weeks volunteered the statement 
that he is doing everything in his 
power to get approval for the cen- 
sus work. 

He noted that there has been 
“wonderment” about the position 
he has taken on census work in 
the past. “I want it to be clear,” 
he said, “that I have always been 
for the censuses and I am still for 
them. I am very hopeful that we 
will be successful in getting funds 
for the work.” 

This is the second time this year 

that the Senate has attempted to 

the House refused to provide funds| 
for the regular 1954 census of ag- | 
riculture. When the Senate voted | 
to restore $14,009,000 to get this| 
census under way this October, 

the House conferees permitted the | 
Senate to have its way. 

w The censuses of manufactures | 
and mineral industries were pre-. 
viously taken covering 1947, and 
the census of business was taken 
for 1948. Under legislation adopted 
by the 80th Congress, all three cen- 
suses were to be taken at five- 
year intervals, beginning with 
reports covering 1953, but Con- 
gress refused to provide funds for | 
the 1953 studies. 

During recent hearings by a 
subcommittee of the Joint Com- 
mittee on the Economic Report, 
government and private economists 
unanimously agreed that the busi- 
ness and manufacturing censuses 
are the single most important sta- 
tistical project carried on by the 
government. They pointed out that 

the detailed economic censuses | 
provide benchmarks for measuring 
the accuracy of public and private 
barometers and indices. 

the transaction should have no ef- | | 
fect on present broadcast and 

Raymond Beck Joins Fleer 

Raymond S. Beck Jr. has been | 

named sales research manager of 
Frank H. Fleer Corp., Philadel- 
phia maker of Dubble Bubble and 
Choc’m chewing gum. Mr. Beck 
formerly was supervisor of con- 
sumer research for Atlantic Re- 
fining Co., Philadelphia. 

Gloria Markoff to KGO-TV 

Gloria Markoff, formerly with 
the promotion-program division of 
KLX, Oakland, has joined the pro- 
motion staff of KGO-TV, San 

American Tobacco 
Enters Tareyton in 
Filter-Tip Parade 

New York, Aug. 3—American| 
Tobacco Co., the only major cig- | 
aret manufacturer not yet in the | 
race, will enter the competition for | 
the filter-tip smoking trade next 

American Tobacco will bid for 
filter-tip business with a familiar 
brand name, Herbert Tareyton, 
starting Aug. 9 in the New Eng- 
land area. Other markets will be 
added until national distribution 
has been achieved. Like the old 
Tareyton, which the company will 
continue to make, the new filter- 

tip cigaret will be king-size with | * 

a cork tip. The brand will be 
priced competitively with other 

s Newspapers will be used in the | 
New England introductory cam- 
paign for the filter-tip cigaret 
which offers ‘complete smoking 
satisfaction.” M. H. Hackett Co. 
current agency for Tareyton, will | 
handle the drive. 

kets where the new filter brand | 
is available, on the Robert Mont- | 
gomery show (NBC) and on “Pri- | 
vate Secretary” (NBC). Tareyton | 
now shares the commercials on the | 
alternate-week Montgomery dra- 

ma with Lucky Strike and will | 
continue to do so. 

Asked if this development means | 

more or less expecting a king-size | 
Lucky Strike for months, will have 
to wait a while for that marketing 
story, an American Tobacco ex- 
ecutive answered: 

“A long, long. 

‘Lone Ranger’ Brings | 
Record $3,000,000 

Detroit, Aug. 4—In what 
describes as the biggest cash sale 

for $3,000,000. 

George W. Trendle, partner in| 
ithe tv film company, announced | 
|yesterday that all stock in Lone) 
Ranger Inc. has been sold to a 
group consisting of Jack Wrather 
,and Mrs. Mazie Wrather, Los An- 
'geles and Dallas oil operators, and 
John L. Loeb & Associates, New 

Included in the assets of the 
property are 130 30-minute tv 
films, 52 additional films now in 
production and over 1,500 30-min- 
ute radio transcriptions. Also 
transferred were “Lone Ranger” 
comics strips, now running in 300 
daily and Sunday newspapers, and 
comics books currently selling at 
the rate of 2,000,000 a month. 

= Created by Mr. Trendle 22 years 
ago as a radio program on WXYZ, 
Detroit, the “Lone Ranger” also 
pioneered as a tv film series five 
years ago. At present, it appears 
in film form on both ABC and 
CBS; General Mills sponsors the 
show in 40 states, and American 
Bakeries Co. in 8 southeastern 
states. General Mills also sponsors 
the radio version on ABC. 
According to network sources, 

sponsorship arrangements. 

WTRI Names John D’Auitolo 

WTRI, Albany television station, 
has appointed John D’Auitolo, 
formerly an account executive 
with O. L. Taylor Co., national 
sales manager. 

Logan Names Waterman V.P. 

Jack Waterman, for the past 
eight years an account executive 
with Dudley L. Logan Advertising, 
Los Angeles, has been named a v.p. 
of the agency. 

<> eKoolan % 


Cte Conair Some SS 



_mighty comfortable in this living 
room featuring Koolfoam cushion- 
ing, even though you’d never know 
This ad, from a 
new series for the Koolfoam divi- 
| sion of Dayton Rubber (by Nor- 
|man D. Waters & Associates, New 
York), will appear in House Beau- 
There will be tv cut-ins, in mar- tiful, House & Garden and Living 

the right time. 

for Young Homemakers. 

Advertising Age, August 9, 1954 

Epidermis Ads You Ever Saw... 

Cellu-Craft Uses Unpackaged Model 

considers one of the hottest adver- 
tising campaigns of the year: 

featuring a partially clad woman. 

The company, a designer, con- 
verter and color printer of flexible 
packaging materials, has created 
quite a stir with its b&w page ads. 

Samuel Leeds, president of 
Cellu-Craft, denies a report that 

that he will drop the series and 
substitute straight ads. 

He said that Cellu-Craft’s ads in 
the August and September Modern 
Packaging will not feature the un- 
clad woman. Instead, the ads will 

New Hyde Park. However, 
sumed in the October issue and 

will be used as long as Cellu-Craft 
feels the ads are creating interest. 

‘Special Census in 
Dallas Finds Sales 
Are Up Since 1948 

| WASHINGTON, Aug. 5—Publica- 
that the industry, which has been |tion of preliminary figures on a 
| special Census Bureau study of the 
|Dallas metropolitan area showed 
this week how the sales volume of 
|the number of establishments in 
the minor subdivisions of a metro- 
,politan area have changed since 
‘the 1948 business census was tak- 

According to the report, retail 
&... for the whole area in 1953 
‘were $998,626,000, up 42% from 
it 1948. The number of establish- 
‘ments increased 20%. 
to date of any radio-tv property, registered a 37.8% growth in re- 
_Trendle-Campbell-Meurer Inc. has tail volume and a 17.1% growth 
eee ene itt cane Barier, S14,the “Lone Ranger” properties in number. ot establishment 


The report gives figures for 
University Park, Highland Park, 
Cockrell Hill, Carrolton, Garland, 

Mesquite, Seagoville, 
Grand Prairie and Irving. 

The final report will include 
kind-of-business detail for cities 
and towns and data for a consid- 
erable number of shopping areas. 

Gerald Kirby Opens Service 

Gerald (Jerry) L. Kirby has 
resigned as an account executive 
to open Kirby 
Boylston St., Boston. The company 
will offer demonstrations of food 
products to chain and independent 

of WEEI, Boston, 

Merchandising Service at 


Dallas itself 

# The company will tag the model 
with the title of Miss Cellu-Craft 
in the March issue and invite ad- 
mirers to meet her at the com- 
pany’s booth in Atlantic City when 
the American Management Assn.’s 
National Packaging Exposition is 
held there next April. Her costume 
will be as revealing as the law 

Mr. Leeds said, “I think the ads 
have been very good. They’ve cre- 
ated a terrific amount of comment 
in the trade, mostly favorable. Of 
course, there has been some small 

monthly ads in Modern Packaging | 

he is dissatisfied with the ads and 

plug the company’s new plant in. 

the | 
cheesecake approach will be re-| 

in Series Promoting Package Service 

FLusuHine, N. Y., Aug. 3—Cellu-| 
Craft Products Corp. has what it) 

Nis rete te arama? oe 

PEEK-A-BOO—With striped pants and 

mask, Beth Miller poses in a cos- 

tume ball scene in this ad for Cel- 
lu-Craft’s packaging service. 

amount of criticism.” 

Alan S. Cole, exec. v.p. of Mod- 
ern Packaging, said his publication 
has okayed each ad. “We didn’t 
want to appear in the role of cen- 
sor,” he said, “but we have insisted 
on approving each photo before 
the plates were made.” 

In three or four instances. 
photos considered obectionable to 
the magazine were either killed 

(Continued on Page 73) 

That Peripatetic Man 

NEw York, Aug.. 6—The “man 
from Schweppes,” London’s Cmdr. 
Edward Whitehead, and his adver- 

It | tising agency, Hewitt, Ogilvy, Ben- 
‘did $887,492,000 of the total retail 
volume for the metropolitan area 
and had 5,885 of the 7,190 estab- 

U. S. advertising precedents. 

Latest innovation—a_ fairly 
startling one—was accomplished 
quietly without any notice from 
the industry watch dogs: Schwep- 
pes has eased right past the broad- 
casters’ unwritten ban against hard 
liquor advertising and has several 
major radio stations talking about 
gin and tonic. 

Several times in the past—most 
recently a few years ago when 
ABC Radio was playing footsie 
with Schenley—radio seemed on 
the verge of accepting hard liquor 
advertising as a means of getting 
additional revenue. However, no- 
body ever got around to challeng- 
ing the power of the congressional 
dry block or the WCTU lobby. 

= That is, not until Hewitt, Ogil- 
vy and Cmdr. Whitehead got car- 

ried away by their own Schwep- 
pervescence this spring. And oddly 
enough they broke down radio’s 
traditional resistance without the 
lure of new money. The advertis- 
ing is strictly for Schweppes qui- 
nine water; stations are not getting 

© |any additional revenue from dis- 

WILLIAM MORDWIN has joined Her- 
bert Peck, Donald B. Foresman and 
T. Mitchell Havemeyer as a part- 
ner in Hazard Advertising Co 
New York. With the agency since 
1945, Mr. Mordwin previously was 
in the p.r. department of General 

Motors Corp. 



This is how the gin-and-tonic 
radio spot, which features Schwep- 
pes president, Cmdr. Whitehead— 

through his many appearances in 
newspaper and magazine ads— 
goes: ‘ 

“Good evening. I’m the man 

America from London to make 
sure that every drop of Schiweppes 
quinine water bottled in this coun- | 
try has the original bitter-sweet| 
flavor that has long made it fa- 
mous from London to Singapore. 
Indeed, in every corner of the civ- 
ilized world Schweppes is known 

son & Mather, are still shattering i 

already familiar to the public) 

from Schweppes 

Cracks Radio Taboo with ‘Gin-and’ Ads 

as the indispensable mixer for the 
authentic gin-and-tonic...a de- 
lightful drink which I am going 
to enjoy right now. Here goes the 
ice (clink). Now a jigger of gin 
(splash) and now in goes the 
Schweppes (fizz). That enticing 

(Continued on Page 6) 

UN Safe from Frost 
as National Sugar 
Drops Spectacular 

New York, Aug. 4—National 
Sugar Refining Co. has dropped its 
plan to erect a huge Jack Frost 
sugar illuminated advertising sign 
atop its Long Island City plant, 
across the East River from United 
Nations headquarters. 

Horace Havemeyer Jr., company 
president, said yesterday that Na- 
tional Sugar has abandoned pro- 
posed erection of the spectacular 
because “public reaction to any 
new sign on the East River has 
indicated a degree of general dis- 

Instead, the company has de- 
cided to contribute $2,500 toward 
a study of how industry might help 
beautify the city’s industrial shore- 
line. Mr. Havemeyer placed no re- 
strictions on the offer outside of 
indicating that he feels such a 
study should be made by Colum- 
bia University, New York Univer- 
sity or similar institutions. 

The company had received the 
approval of the New York board 
of standards and appeals last week 
to build the controversial sign, 

from Schweppes, Cmdr. Edward! over the objections of U. N. legal 
Whitehead, and I came over to) 

consultant Ernest A. Gross and 
Parks Commissioner Robert Moses. 
Later last week, the Citizens Un- 
ion, a non-profit, non-political 
group of 3,000 civic-minded per- 
sons, served legal notice that it 
would ask the Manhattan supreme 
court Aug. 16 to direct the board 
to rescind its approval of the sign. 


Bea ONG RS NS RETR ceig NL MR aR EL REE Your enh 1 AR ie EME MUS > Oe, Se aadtecee ONE SeE ede att aa? Nhe tall tes Pray teria | Ca teeth Sin a eee Saag knw gO Bdee tent EONS Te, Wakely Samad IR, Yo CRU NN a OM aN wrest SRE NS As rn eyes ell cmap e ag (RR eg Toes os oa RR td A 
RN tnd ie ag ba ¥ 3c ee yc aia Rail <1 Sah O. ee MO Senn ae BWR aL Sateen To WOE Cae en ne aA pl ARR CER SL Ne on ca eS cgaet eRe ge Fee a we We Tee Gt SRS ae re gaaee CoA Ree ce aha oe SR ee eo hes , ae ae Pe sees WES ms wor Sg Gea ey ri eee eeer CO tad mae Aa ts 
5 Nee ane 2 RN eR RO MOG OAL Ge CNSR MBean: PAE MO GRU UL.” A aee eg Ria thcas Rite Mee Dare PAD, pee a i a as CaM On OE lg: ee ener ie RLM RR Solari AI a ra So Sa eR nC ane Ry al eC CaN Mie A tts ae et 8 AO ge Odes Gee ew, PR ge ee gee 8 Pe Wy pterne era op BE 
ae ee a me ttl oe Rog ae DRS Fiasun Lee tg mo Cia s De Se eae Mong Te has Ba ister 2) ee} beeen By eos ue rear FE, AE ON ed oa Tae at oP bitmieat: Pe see oes ye Be os Has rier, Vee i eee . ‘yee Ne bits 
on pag eVisit Bde Nene us ira Se pa Se emRe de Maa lg TPS. ie omer as Erne ALS ia as * ip rete Te SAM dk ag Min wee Sc tat eee ts! at. 4) LR dee ore kG We hee eG BPM a Sa arr ag SMa SP Seb ee me hie ® ARORA hcl Lk Oe eI Rees Cay BS nate AM Sake” See 
Bigs Pe eae ee 7 Y Eki ye Ve een Sey er. pt ot aed sm gel ce Pe fois Sy tony ae Gee Ae ee ae “8 SG a ey fe aay ST Poh a Sear Sat a, Lar Ms Rie See SES OLY er ee os aie. Pere SOT es, Ty Dee Sec, eit yee ee ig. hots sar eet - oy Sah : * apis, 
eS ee aa ere ae ME: mse Pies shea", Rak Mag ERE SNe YING PSS Rg ata eS oy nope enone 3 Fe Rage ae doe i yee caterer cn aah i Ir ee oe ae Bld ney eae edna he et fons Eta EE NS Na pl Soa ae ane ena Pay ea ti et AS pS Laces ay ER Ms, Sia Me a 2 
i ‘ ene Set ese ee Re eet a ee tte ey Sy) SG eng 4 VRE 7 AR ae a ne Hr play ame ERE Te. bat edt Br ee A Pate A ae 5S Ne Sel oh alee We 9 et oe ee, hn CA pl Res a Te SRE Te eb ark See Fier ar ore tee ee ee apes We ia ee la hg ey €. ort Ae eR a ae a eae 
Coen Te a ee eae agate ss RMR SR OR, net ee cael ams SRR SRR ta Sea a ORS A NN ee age i ae gears Vs agar 
eri: . ; sis ea A 9 
anes 3: . a ie Gane 
‘ . ike 
: 2 _ 
" ee 
; : 
ee | ee 
eS — there's more oom hE ae. * = sialiadieaioams - 
; F at tsa ; ‘ 
. did 5 gaa 7 > — 4 he 
7 Oe Be neem = eo 
e % « | ' t Fae 
| 5 Gaga r m A } 
" it ace =f * 
or) & 2S | 
2 co Pye mo 
: 7 4 a 7 3a. %.% | 
' | Bs ; ~ F ee | 
| aa 
eo $y ae g “t. | rn 
} Be ee bs a } ; q 
‘ ‘ g 3 fy 
i. a a 4 
er? EO 
th eae ww 4 2 / | : : 
gate | * 
Aly a fa F 
cs G r 
be St a ee 
“or | . 
it's Kealfoom for Air-Cond ed Comfort... | ’ 
| ay 
tn dpe: i Site ene = sewn i tl pueda Wei | 
itn tor nln, trent sat ti sts ape at Welln te | » 
es 7 
2 ' é 
; = LS peso 
: ees | ee : evant 9 
SS. | « fee: bape 
es THe i vas 
ee snow ath: 
or ; jae 
with age r F 
gh 4 J it 
ae ; di j i‘ ; my ee 
fs AHeny Rok seren Brads agente sia 
fe . 4 
3 eo 
tee ps - ite 
“ry Sy ies 
Oi Ce ee ee ee . 
Meu: Rivelinnwe,.seanstov, ek Sabie: einibonn at Penciaht Patina Meaty. 
me * 
a ‘3 
y Pas i 
: Cee 
ere } 
te i 
ge E =a 
" : 
iy an 
=. a 
si onlay pa 
oe : 
oo <i pssieseimensiiincesssssssiinssihesebsndaisssninesinssiahninnsiadanamsnnasineens ye 
ic. | Re 
ee Be es 
ek: ine ri 
aes ities 
a | a ER 
< fans 
{* } Be ie 
ee | est 
_ fis 
ret oe 
. op 
<i Re, 
fe ea 
es rons 
ee : Spee 
zai. Bots 
BPs * seein se 
eh 7 peer a) 
oe | . ae 
ue SS Bo a 
FR Pig 
anes ts 
eae era 
es ie 
on safle 
ANG ee 
yaa io 
Peal: pare 
Ee dh ace 
pee aoe 
J <a ead : ety 
pike Ba ho 
eb ah 
gag hi 
be pee 
. eee 
aad | Lae 
é ! Ok 
ng ees 
Bh ae ease 
a vs . os — oa 
ee Pan Pe x 2 ys 
fat , ——- arty 
Pie é : pee he 
ay : Pee ie 
oe Of Fis 
a ‘ Es. aaaeriide "2 sad iia 3 Fea Reg 
¥ ain g ae 2 Seen a er 
Mee on pes i a . fos 
nee ee we ; | sia 
eee? | eo =. 3 ao S ae 
= | x Se $e See = | ieee 
| ; 4 NS oe 
; * . 3 Jaa Ae Gaia oe te 
x a —. ee es : 
2 ee 2 wena) ee ce 
es — hw | 
* ae . ; ; ne 
: & a ‘3 . ee 
é a? : Bs a8 
: z Qe a ta cal a = zi 
: | Booey an DF Se : 
Sl Na . oe =e 
; th wee oe 5 Yoy < 
: ) gt ee 
3 ee ee 2 
sews | Pe ee 
Ste j ; pies 
§ " ‘ - : - . ; ws 9 . & : o¢ B Sas i ae teat Foe are Fe 
sg ee APO * is ms oe pte te Rope WE 2 a pg ae ey 2 RS Mee TE He ae ty ee ee i ee tt ape ae a eR gg RS gat Le Oe ee RET ye Ee igh ge hl Py eee ER I oe RoE LS gsringpget oy Migs hohe ; We ir eo abacin nae "a TK Y ghey eh he ear ae REET» pees 

Advertising Age, August 9, 1954 

Canada’s 88 Ad 
Agencies Billed 
18% More in ‘53 

Ottawa, Aug. 5—Canada’s 8? 
advertising agencies last year had 
billings and fees totaling $144,- 
339,308—an 18% increase from 

The current report by the Do- 
minion Bureau of Statistics also 
shows that the number of agencies 
with billings of $5,000,000 or more 
increased by two since the pre- 
vious year. These seven biggest 
shops placed $68,836,807—or 48% 
—of the total. Last year the “big 
five” placed 39%. Thus, the larg- 
est agencies are getting a larger 
share of the business. 

The number of employes of 
Canadian agencies increased to 
2,880 from the 2,698 of 1952. Their 
salaries amounted to $13,630,975— 
60.3% of the agencies’ gross in- 
come. In the previous year the 
ratio was 63.2%, with salaries to- 
taling $11,482,910. 

s A breakdown of agency income 
shows that $142,957,916 came 
from commissionable billings. 
Market surveys and other research 
charges contributed $345,178 and 
other fees brought in $1,036,154. 

Gross revenue last year totaled 
$22,591,718, or 15.7% of total bill- 
ings. Net revenue before deduc- 
tions for income tax came to $2,- 
959,389—13.1% of the gross rev- 

The report shows that gross 
revenue increased 18.5% (from 
$19,060,261 in 1952) and that net 
revenue grew, but to a lesser ex- 
tent. The net increased 16.7% 
from $2,535,195. The 1952 net rev- 
enue was 13.3% of the gross— 
slightly more than the ’53 figure. 

The lineup of Canada’s 88 agen- 
cies shows that 13 have billings of 
less than $100,000; 32 between 
$100,000 and $499,000; 11 from 
$500,000 to $999,999; nine between 
$2,500,000 and $4,999,999, and sev- 
en over the $5,000,000 mark. 

= Where the report on 1952 
growth showed a big increase 
(from 23 to 33) in the number of 
agencies billing from $100,000 to 
$499,999 that year, in 1953 the 
big gain was in the $1,000,000 to 
$2,499,999 bracket; the number of 
agencies of this size increased last 
year to 16 from 1952’s 10. 

As in the past, publication space 
accounted for the bulk of commis- 
sionable billings. Publication space 
contributed 59.1% of income, ex- 
cluding billings for surveys and 
other non-commissionable services. 
Radio and tv accounted for 18.7%; 
production, art, printing, etc., for 
17.4%; other visual media (dis- 
plays, outdoor, etc.) for 4.2%, and 
“other sources” brought in the re- 

The candidates are Grace Brown, 

New York, Aug. 3—They’ve 
started whooping it up for the 16th 
annual Miss Rheingold election, 
which starts Monday and runs to 
Sept. 22. 

Newspapers, Sunday _ supple- 
ments, radio, tv and point of sale 
will be used to make the 1955 Miss 
Rheingold promotion even bigger 
than last year, when Adrienne 
Garrett won the title in a contest 
that drew 16,000,000 votes. 

In addition to a full-color page 
election ad in two magazines (Cue, 
The New Yorker) and nine sup- 
plements (Brooklyn Eagle, New- 
ark News, and New York Herald- 
Tribune, Journal-American [2], 
Mirror, News, Post and Times), 
Rheingold .will use: 

Douglas Fairbanks Jr., present- 
ing the six candidates for the title 

RHEINGOLD CANDIDATES—The six candidates for the title of Miss Rhein- 
gold of 1955 have their fingers crossed. The elections will be held 
Aug. 9 to Sept. 22, winner to be announced around Christmas time. 

Jean Moorhead, Susan Alexander, 

Barbara Wilson, Nancy Woodruff and Stephanie Griffin. 

Miss Rheingold Voters Face Hard Choice 

in five-minute tv films over New 
York stations each night; the 
“Rheingold Summer Serenade,” 
with Guy Lombardo, a radio show 
that will run election commercials 
five nights a week; and Tex and 
Jinx in “New York Close Up,” on 
radio, plus a “heavy spot sched- 

Store display material includes 
a large, eight-page “book” that 
features pictures of the candidates. 
More than 35,000 Rheingold deal- 
ers will get election material. 

The brewery said that Miss 
Rheingold of 1955 would get a 
contract worth $50,000 in prizes 
and modeling fees. She will ap- 
|pear in the brewery’s advertising 
all year. 

Foote, Cone & Belding is the 

maining 0.6% of income. 

Radio and tv brought a lot more 
money last year to the smaller 
agencies. In 1952 the broadcast 
media accounted for 15.4% of 
billings of agencies of less than 
$100,000 volume; last year these 
media contributed 24% of the 
commissionable billings of these 

‘Midwest Sportsman's News’ 
Will Appear in October 

Feldon Publishing Co., Chicago, 
has announced plans for the pub- 
lication of Midwest Sportsman’s 
News beginning with the October 
issue. It will be a regional publica- 
tion, devoted to news of hunting 
and fishing in the area from On- 
tario to the Gulf of Mexico. The 
monthly will feature news of spe- 
cial competitions and other events, 
| fishing and hunting clubs, tourna- 
_ment reports, etc., as well as infor- 
j on resorts, camps and 

lodges and new equipment. It will 
be tabloid in format, with a 
10%x15” page size. 

O. A. Feldon, formerly consult- 
ant to Sports Afield and formerly 
v.p. of Macfadden Publications, is 
publisher; Joe Godfrey Jr., well- 
known outdoor writer, is editorial 
director, and Wallace Swanson is 
v.p. The circulation guarantee is 

Philco Elects V.P.s to Board 

Philco Corp., Philadelphia, has 
elected four v.p.s to its board of 
directors, increasing board mem- 
bership from 17 to 21. The new di- 
rectors are Raymond B. George, 
v.p. of merchandising; Frederick 
D. Ogilby, v.p. and general man- 
ager of the television division; 
Samuel N. Regenstrief, v.p. of 
manufacturing, appliance division, 
and Raymond A. Rich, v.p. and 
general manager of the appliance 

TABLE 1. Summary Statistics, Advertising Agencies in Canada, 1941 and 1946-53 

Amount of billings Gross revenue on | 
- — a 
Commissionable Market | revenue 
veo ec ig) PERS b. bulings | surveys wie 
ommission- | surveys and other . 
firms able and —— Total research __ for 
billings other _ Percent and Senteat tac ome 
research Amount Q other fees Amount | of total —s 
billings billings 
$ $ $ $ ies % $ ar <i ae ie 
TOOL. cccsresicssnsessnesivesicanesecios 49 1 1 1 29, 224,400 1 1 1 4,823,900 16.5 1 
GOOG svesecentntcttnccecsqeensienssins 57 52,079,347 90,114 52, 169, 461 1 1 1 8,458,430 16.2 1 
SOG tactonemnimnaniain 67 | 64,422,777 171,897 64,594,674 1 1 1 10,091,772 15.6 1, 462,792 
BOE sarorssccerorecestrevenovtsosecces 75 | 73,543,766 218,447 73,762, 213 1 1 1 11,553,459 15.7 | 1,370, 408 
3B OD cocsressenevinesnsepnennqnatnes 74 | 86,450,968 291, 502 86,742,470 1 1 1 13,526, 336 15.6 | 1, 948, 453 
BOBO cncescccrnspeccsecvectnnstonnennes 75 | 95,566,600 | 141,354 512,590 | 96,220,544 | 14,443,707 15.1 568,965 | 15,012,672 15.6 | 2,075, 563 
GIBE, ccestarivasciesineapinnniinicn 83 | 107,461,752 | 133,936 817,897 | 108,413,585 | 16,255, 059 15.1 760,437 | 17,015,496 5.7 | 2,328,015 
2068 ccctcrsrneteeen ene 88 | 120,628,827 | 150,616 887,540 | 121,666,983 | 18,246,232 15.1 814,029 | 19,060, 261 15.7 | 2,535, 195 
1953. sneer wneceed 88 | 142,957,916 | 345,178 | 1,066, 154 | 144,339,308 | 21,558,551 15.1 | 1,033,167 | 22,591, 718 15.7 | 2,959, 389 

1, Not available, 

$17.59 in Advertising 
Sold One Auto in ‘53 

Per-Car Ad Costs Vary 
from Chevvy’s $7.94 
to Lincoln’s $103.38 

Cuicaco, Aug. 5—The automo- 
bile industry went all out on ad- 
vertising in 1953, and sales were 
the second highest in the motor 
makers’ history. 

According to ADVERTISING AGE’s 
third annual automobile industry 
study it took, on the average, 
$17.59 worth of magazine, newspa- 
per and network radio and tv ad- 
vertising to sell each of the 5,711,- 
577 cars bought during 1953. 

The per-car ad cost in 1953 was 
only slightly higher (by 1.4%) 
than the previous high of $17.35 
set in 1952. In 1950, when auto 
sales hit an alltime high of 6,- 
306,285, the per-car ad cost was 
only $12.35, but this was the year 
when sales were boosted by the 
outbreak of the Korean War. 

Meanwhile, in 1953, total auto 
ad investments also reached a 
record peak of $100,491,268, or 
40.3% more than the $71,625,623 

spent to advertise the 4,128,672 
cars sold in 1952. The 1953 total 
ad investment figure was 28.9% 
more than the $77,900,978 spent in 
1950, the previous record year. 
The following table gives an 
over-all picture of the auto in- 
dustry from 1949 through 1953: 

Ad cost 

Cars sold Ad investment per car 

1953 . 5,711,577 $200,491,258 $17.59 
1952 . 4.128.672 $ 71,625,623 $17.35 
1951 . 5,035,409 $ 73,711,623 $14.64 
11950 .... 6.306.283 $ 77,900,978 $12.35 
1949 | 4,814,377 §$ 71,233,806 $14.80 

those for Frazer cars, 
factured in 1953. 

which were not manu- 

# Chevrolet, perennially the low- 
est advertiser on a per-car basis, 
maintained that position, although 
its 1953 ‘ad cost per-car was $7.94 
compared with $6.69 in 1952. 

Meanwhile, Lincoln, customarily 
the top spender on advertising per 
ear sold, was again high in 1953 
with an ad investment of $103.38 
per car, compared with $108.11 the 
year before. 

Despite Chevrolet’s low adver- 

(Continued on Page 64) 

Nielsen to Roslow: ‘We Use Diaries 
Because Perfection Costs Too Much’ 

New York, Aug. 4—In a letter: 

beginning “Dear Syd,” Arthur C. 
Nielsen, head of the research firm 
bearing his name, last week struck 
back, ever so gently, at fellow-re- 
searcher Sydney Roslow’s attack 
on his new local ratings technique. 

Mr. Nielsen’s low-pressure, if 
faintly acid, rejoinder was dis- 
tributed publicly to correct the 
“misinformation” in a brochure is- 
sued by the director of Pulse Inc. 
(AA, July 19). In his pamphlet, 
Dr. Roslow had accused his arch- 
competitor of embracing the diary 
sampling technique after having 
once condemned it. Opening his 
four-page letter, Mr. Nielsen ex- 
plained the apparent inconsistency 
by remarking that “since perfec- 
tion is achievable only at tre- 

FTC to Appeal O. K. 
of Chesterfield’s 
‘Cooler Puffery’ 

WASHINGTON, Aug. 5—The Fed- 
eral Trade Commission attorney in 
charge of pressing the false ad- 
vertising case against Chesterfield 
cigarets filed notice today that he 
will appeal an examiner’s ruling 
that the terms “always milder,” 
“cooler smoking,” “leave no un- 
pleasant aftertaste” and “soothing 
and relaxing” are permissible puf- 

Attorney Fred McManus will 
ask the commission to overrule 
examiner William L. Pack, who 
took the position that there is no 
public interest to be served by 
further argument over the use of 
several Chesterfield advertising 
themes. Mr. Pack has not ruled on 
a key portion of the case, how- 
ever—the portion dealing with 
claims that Chesterfields have no 
adverse effect on the throat (AA, 
July 26). : 

Mr. Pack’s ruling was another in 
a long series of setbacks suffered 
by FTC in its attacks on Chester- 
field advertising. In late 1952 the 
commission asked the federal dis- 
trict court in New York for an 
injunction to prevent Chesterfield 
from using “easy on the throat” 
claims. The court said it saw no 
justification for legal shortcuts. 

Early in 1953 the commission 
issued a routine false advertising 
complaint, and the case has been 
pending at the commission for over 

a year. 

mendous costs, some compromises 
are necessary.” 

= “The new system which we 
have developed for application to 
local ratings,” he admitted, “can- 
not begin to supply all the answers 
inherent in our Audimeter service 
—which has become the nation’s 
standard for network broadcast- 

But, he added: “We offer no 
apology for having developed a 
new research technique which is 
designed to eliminate 80-90% of 
the errors that are inherent and 
unavoidable in other techniques 
now used for audience research in 
the local field.” 

Referring to his own “severe 
criticisms” of the diary method 
“as it has been applied in the past,” 
the research chief pointed out to 
Mr. Roslow that the Nielsen Auto- 

log is “an entirely different ani- 

® For one thing, he said, the new 
Audilog diaries are placed per- 
sonally, not by mail (as Pulse’s 
are). For another, the turnover of 
the Nielsen panel of home diarists 
is “gratifyingly low’—whereas 
“you yourself have a turnover of 
100%—either by choice or neces- 

What about DAX, the new me- 
chanical set-tuner announced by 
Dr. Roslow for Pulse? Instead of 
broadside mailing pieces, Mr. Niel- 
sen suggested, people who ask 
Nielsen about the new gadget are 
getting “a polite and honest ‘don’t 
know’ ’’—though Mr. Nielsen con- 
cedes that “we do know that elec- 
tronic or mechanical methods can- 
not simply be pulled out of the 
bottom drawer suddenly for the 
interested subscriber.” 

‘Living’ Promotes Winsor 

R. H. Bancroft Winsor has been 
named New England advertising 
manager of Living for Young 
Homemakers. Formerly New Eng- 
land representative for the maga- 
zine, Mr. Winsor headquarters in 
the Boston office of Street & Smith 
Publications Inc. 

Marinacci Heads Blitz Office 
Blitz Advertising, Portland, has 
appointed Fred Marinacci manager 
of its Seattle office. Mr. Marinacci, 
formerly production manager and 
art director of Miller & Co., also 
will serve as liaison man for Port- 
land accounts in the Seattle area. 

SP Manes eM Yeo eat SN ae tik! eevee gel re B* “h? e ie ate TENA 0 Ge eae EN ta ae, Pit Ove vat geo kt RR r sak ee a Sie! ey aa en putes 0 > MAI, Noon i: Ie 28), | A a aa ¥ a Tae Magy ag aot ely AP RRS GRE £ ae, Wee J i OS ae TE EN es we a Pee ee ee ol % oth Ae a Rg haces Mh ae ate 
pba Pet kt Be odin Cy Ge ee oe Sie POT ee as COE ae Vi aod tae Lepr rcrct ais, Ae te Hi thn t tuk By tens hy Lig og re lin aes gabe d Mee Bn ian: ate sara ni ths isere Os Ni ey 2 es ig aes a a ue i's wee Les Wie tae 
Aid Ne TE ey REG cee Re Tie TD SOR ee ee ROMER. uy Nel tars Wy Sie NEUE Rye Ts SoS) |e ga GRC EIST PI Patan ty. nian li gals seal eaters gis ROE CE LEME TA * Phe. ik wap ten ge RS hy, eRe, Manet RENNES 8d SE AN Seta s, ORL ay Moy: grep Raed RT egy el SAT tag meee Selig Bar Pant so Roe dN A 
ee Peet hie Pen ee ae phere: hob pate Comte oe hives ae ac aes ira BBs PRG a Nhe a8 Sa 3 “eae eats Has sr ied Aer aire ae es ad SS cy: Fea EA Rois Sis Bret P<e Br acme oy te oe Pare! tai Uakgiy ew Pie sage WS gaftoibe ge ai Bae etc ine Wa eee Bipire sek ri rhicarieer et ce 
eT Ea Bat ON MET RE es ligt iy fe Nae iy ENR te MMR ana Riper es ee Pra Ve ma ataae eerie vo fe co Detar | ATS ey Eee Na eae 3 Leh ON ES Se ieee fi eee ie oS Sa Me GRA Ts Nba aS Sah ohn ee oe aa Nee RAS, Stews 5 = tae Patella iy oe Sala A ea hy 5, ASS. SG Se aie 2. JON "Ee Ak i le aie 
a at See Ne te i SM cc Ga Ae Cage a 6 Slama Be ate ee Festa | ue pe ies Siw fe ee Rapes Meet Ge se it Renew Rae x: SRR atl eA Bie epg hae eee ne ae ess ears iu See phat eo eg 
| SLES ede ee eee ees tae a ea 2 nc Pree ere SSF SRS eae 27 er ng meme ay ge, a SN ie Po MSS SRE Ge tse a SiS oe AT a Rs sae ge Sete Yu 9: mc eee eons Seep Beara aT RR TRS Pee MR RR Thy cama tc ys hme ot AAS gM cps mgt ta aes hcg PNT Ne 8 Math pe ee A AS TO So ol 
mitt ae, aa : cers St 2” x ae, eis 3) GD Tee ae ee : a SR Ta yet eee _ Re See: > ie Beer er, : wah Fags Rees 3 a" ee coche ee Steet: csi aR peck regen mes pian’ aT, coat Mie TS a eee eS 5 Cae : 
aS ; y Fs (5s ' i ree — BEE wre vias [ . a) E : iene : ie A ee Seat ake eB Agi poy vie te 
cre ae J : + \ : 4 eek mq Ree i - ele 4 . “ 7 ner Se : Ce i) z : Soe = eas eae ar con ng Meitee Aa 
Rae : : y : =) ra cia 
Sa a of rae. ‘. 
Fea a fen © mh S 
de? a i. 
| 7 \ te . 2 . 6 SES SSS a ne" BPG } 
oa a bs eo ¥e — rr " ee oh a _ > aoe | 
} eG ee x a : , a . pe a by sae ‘ | : 
; or pee - BM ets 2 Sere =. Ss 
ieee eae ——° Seas ond 
Nd ene a ir yeh Me reas oxi a | Sa : Fae es Me j 
CieesiaM es.) wi = % “a a 5 " 
re oe a i fk 
eae i - ay * . a < “ee es oe. es 
a oe. -— ’ : > Bs aoe i . “Se age 
: - id * ne x or Te Bi 2 a 
‘ a a ae 
> eae e 3 a 4 Ba a ater 
mh, ; ia . 1) a = “is 
ra PY ; om sa - ‘% ‘ 
j a Os (a bi ‘ at : : } 
asf I Si ‘ a. 
hee g : < oes P 
eo ‘33 : : % * : a | 
a» : mt PY | ie 
ne * n Bingen se s Sa fe ; < a 
‘ ‘3 ’ . . wae £y 
; . . } & ? f . a j te . Pf 
: ¥ gs . é i - 3) 
Re ek ee on _ 
: . , # ey 2 7 is ee 
4 ge a =<? ane * é ee 
ie. a m ey = a 
, wey, 3 + 
4, * kw oo ee — 
, —- : * : 
F ‘< ; a4 4 | 
eo pi , . 
‘ ; en 5 “sd rs SS : ¥ | 
: : ; ¢ Re es . 3 re 
ae q ars _ NOTE: Figures for 1949 through 1952 include ae 
+ | a ‘ks 
S51 ape ® | nares N 
En Sis # | Weald re ok 
Sa va } ra 
yer ae | ty eae 
ie i } : 
a ne | ] Pe 2 
oe oe | 7 
beets, | 
Pitan r. «. = 
tae 7 
pita fgets ea a 
aR AS ala 
: ne ae ayes 
Pet heresy Se, Se 
ery cane eae 
Dies | a 
ae | 7 Z 
ae ¥ = 95 
ae eS So EE Nee 
ees: is 
ee tee 
pees ae 
eee cen 
a oe 
ae ; ‘eee 
aaa ae Oe 
aie ay 
Leg, og 
es ee, 
e ee yee - 
Meee esas 
aes . 
(eae i ae 
ae = 
ee joe 
afte aaa 
. Sala Pn nip 
i | 
ta ‘ Tata 
ae eee ° 
Wee cies 
are ne 
sade ee 
en liheca 
: eye ae eR 
a \e 
et a i Fa 
sake Rea a3 
i ir re 
+a fee! 
a poten 
tage o 
Paes a pe in 
ed oe 
pp | ‘ag 
a4 we 
Sars eh 
Ware | ne 
Cee | reste t 
See oe 
me oo oa 
a ae 
one ee 
wees Byer. 
ee) cree 
pees SH ‘ 
ee ies 
8 Ba, Bale 
ass fae 
oo (es 
Pe re Si 
ae ayy : 
: ad 
ft oak 
es ie 
Lact ee a 
ree 8 - | ae 
a Miceast 
ee wad 
ees TS ees TET ETE eae. 
sae —_= ———EE=E>E~_—_==>—_——— == _= — = = : —_—— ase, 5 
Tae. eee 
=, aed Foy 
yeas rae) 
See hades 
ae oe 
cae ed, 
ies, oy 
Se ona 
Nipt ¥ as 
ess 4 ares 
bite ibe 
care ; 
iiss =: 
ae " 
‘ — —__ —______ —E —_ ————————————— : — i 
ie rT ce 
acta : Bg 
¢ flaca a3 
=e ; . . salina ' Pre ai " : — 
. Be ene hat: See, Se te ie ER Zap SS ah PR eae ey dy NS WY |e AOE I tae fice ea Oe fig eae S . ‘ a eg Ts, AG hee Mag RTE a rte Mile By ie <, Sailr oa ee RS aes cae Pe at lita tei, Se SN Oe corr yo ee ee ehy O eueone Cmaps up pl teE iy ab, kee TP sone 

Radio-TV Network Licensing to Be 
Investigated by Senate Committee 

(Continued from Page 1) influence where big national firms 
cation that the study, under direc- are being pushed off the air. 
tion of the full committee, will) The Federal Communications 
reopen the subject of network re- Commission has avoided a final 
lationships with ultra high fre-| stand on the question of network 
quency television stations—a sub-| licensing, but in response to a re- 
ject already explored by a sub-| quest for comments on the Bricker 
committee under the chairmanship | bill (S. 3456) the commission in- 
of Sen. Charles Potter (R., Mich.).| dicated it would be reluctant to 

There have also been hints that! favor such legislation on the basis 
it will go into network-advertiser | of existing information. 
relationships. The commission pointed out, 
however, that more than a decade 
has passed since its own big in- 
vestigation of network-station re- 

= Reportedly, Sen. Bricker has 
been disturbed by the great in- 
fluence exercised by networks. 
This influence was pointed up to! of networks is overdue. The com- 
him by the failure recently of a|mission pointed out that its re- 
u.h.f. station in Dayton. He is also! quest for funds for a new network 
aware of the fact that networks! investigation had been disallowed 
have had controversies with some) ‘by Congress. 

of their advertisers, and that net- 

works have reached the point of|# (In a speech before the National 

lationships, and that a new study |band tv station 
difficulties in o¥ 

Press Club hei. 
Commissioner | 
he would be } 
licensing of ne . 
out FCC exer 
indirect contro! he: 
trol over the c 
ships which 
accept from ne 
FCC’s invest 
resulted in the : 
so-called ‘“nety 
the amount of 
could option t 

st week, FCC 
rt E. Lee said 
ied to oppose 
ks. He pointed 
a measure of 
iuse of its con- 
.ctual relation- 
‘idual stations 

mn of networks 
y 1940s in the 
rules” limiting 
e that stations 
tworks in each 
segment of the » adcast day. The 
rules were desi. 1ed to prevent 
networks fron. «taining control 
over programs 

The Potter .uvcommittee spent 
more than two weeks this spring 
looking into the problems of high 
including their 
‘taining network 
affiliation agreeiients, programs 
and national advertising. The sub- 
committee indicated an unwilling- 
ness to recommend any economic 
controls compeiiing networks to 
use u.h.f. affiliates. 


Nothing’s been changed but the time—and that’s been cut in Aa/{’ Our exclu- 
sive FLUROTYPES are better electros—produced in special high- 
We've made thousands of FLUROTYPES since the first of the yeur 
ad agencies and other printing plate customers hours of valuabi time! 

eed tanks. 
... Saved 



That Schweppes Man 

contribution to an academy fund 
and fees paid by them to the 
academy’s public relations coun- 
selor are listed in FTC’s hear- 
ing on the awards 

Off-list selling is engaged in by 

some 250,000 retailers, says E. 
B. Weiss, who has completed a 
thorough investigation into the 
discount house operation .Page 1 
is doing 
more than selling tonic in a se- 
ries of radio commercials that 
smash the old taboo on hard 
liquor by announcing that gin 
goes with tonic 

Business census is saved by the 

Senate—temporarily at least— 
with the okay of an $8,430,000 
appropriation previously killed 
in the House 

Nielsen replies to Roslow’s com- 

plaint over Nielsen operations 
by saying that he uses diaries 
not because they are perfect, but 
because they are a_ research 

It took $17.59 to sell one auto last 

year, AA finds in its annual 
study of what auto makers spent 
for magazine, newspaper and 
network radio and tv advertis- 

Truth can be illegal, AA points out 

in an editorial on Schenley’s 
objection to a proposed bill that 
would prevent domestic liquor 
older than eight years to be so 
pn eee ere ere. Page 12 

|*Please Omit Flowers’ notices up- 

set florists, the Society of Amer- 
ican Florists discloses, announc- 
ing that most publishers are 
willing to bar the phrase from 
their newspapers 

Advertising Age, August 9, 1954 

Fashion Academy award winners’; Appliance advertising in newspa- 

pers drops in the first half of 
this year, with refrigerator lin- 
age down 10%, freezers off 
sharply, according to Advertis- 
ing Checking Bureau ..Page 20 

Color spectaculars won’t be as 

spectacular as expected, ABC’s 
Chapin predicts, taking a dim 
view of the impact-cost ratio 
of his competitors’ offer- 
SN 96 5 aaah s oe GS wad Page 22 

Football schedules are no novelty, 

but they work well as a public 
relations device, Detroit insur- 
ance company says as it pre- 
pares for its 24th annual dis- 

Merchandising of ads suffers from 

lack of understanding, lack of 
money, lack of creative effort, 
ANA reports after a survey of 
ad managers and sales direc- 
WOE: Sr asaxiusecaseouns Page 40 

Connecticut politicians haggle over 

what’s happened to the state’s 
ad program to lure tourists, but 
a Hartford Times check shows 
they’re both right ....Page 47 

Use of recipes in ads, an old con- 

troversy, is revived by Jim 
Woolf, who tells why he be- . 
lieves recipes should be used in 
advertising certain product 
TO sinc esasanarvecae Page 49 

Milwaukee beer strike showed the 

power of brand preferences 
when substitution of other 
brands did not bolster falling 
sales, U. S. Brewers Foundation 
eer rare Page 59 

Coffee price spiral was encouraged 

by heavy buying of big roasters 
and market speculation, Feder- 
al Trade Commission reports 


Advertising Market Place ....72 
Coming Conventions ........ 54 
Creative Man’s Corner ...... 50 
Dept. Store Sales ............ 60 
PEN “iis dsp iniaeens 40.4¥m 12 
Employe Relations .......... 52 
Eye and Ear Dept. .......... 50 
‘Getting Personal ............ - 


‘Information for Advertisers .. 

after an investigation ..Page 62 
Looking at Retail Ads ....... 52 
GED: Satvensoisaurs 65, 71 

On the Merchandising Front . .50 
Photographic Review ........ 34 
Pro@ection Time .......ccc0ss 52 
OS rere 12 
Salesense in Advertising ..... 49 
This Week in Washington ... .68 
Voice of the Advertiser ...... 56 


< = TEST Market TEST 



Roanobe and its test market Quality ncate Ons 



Aadress Sawyer Ferguson Walhey Co 60 bast 42 St New Youmt) WY 

no ages eee ay er ae 3 ME lie OE ate A Ak Tt i rg Oe Tryp eee aah ee see ey Mei a i Pty Be ae PIS aN Oi! Boo sa ki ak oe Peale OS eae ote are etre, Rte Set, SRY re Re ee hae ool ed Pare TS ee eee Rn Neel eS oii TUM ye ee Pe ee NeM nt ik ge kee ERT a gh aye, 4 ARK a Ss OTS ed tet eae Mo oe Foe 
Bee ew 1a: Mri bik ik LA Oe Ce a Ree ooh Cl ees oad ad Ev dn eye Dl etd Roatan Seal Ue Se CaS (iar APOIO Rage ae Gel aoe enn Tiamat ie  Beuneene Sean iy UME Line LIP es Se ilar aie Ot eae ROT Moon Sar Mein >, (JR baie 
Laat es Po aa ‘ A op tattage ee rh eee Hk Wa & pee DAR Rte seem a sie ch PRO Aes MII Sa a a Pete aca ay PE | 7 MOG ee wr pt OR ae SNR ra ene Te RE aM Ee a et ae Re ran: Barre pen MMR Pay Dee oye Gree ese SRR eR PL 8 Cg eh le a ee gant cma gee Nie 
eo ae SIRE wed Bye a ee a he Ra ete tenakalgpane ict a AR Ina gee UAB TDS Pg oy Mama Ge ot Gea Ech rae ace igh os ae EA”, ap ie ev AVY em MA ON ar OM Nek fey mena Chg Tpke ek Bu mtes oe Ra TSAR 
Ce Saas cae sla OS 5 fee eas ata’ eet Bian ts MMS Ge: aaeeiar Caer Bee eae oy or ee oe ig pea ee tne i Bea aes 
eens si pariah ON eee ak ks Lael) Uae pie Ano at aa ees Sc ieee 8 a Oe, ge eee AIC Aes Benner Se RRR ee RAE TORRE Oc Bs! ae eee US a 
Lhe iA pa heen. heme Ge oo anes cee Sera Batt ee ae aed Serer sane oc 4 es coe ae We age ore 2S 7 yo NR pS abe aie eh eee, nbmaiaget tg ot 
ee . gk ; ‘ . i ? 3 $ ee ; Ee . : ‘ , : . a _ 4 aoe ! ? ca z Bs » 
ae - Beis 
- hey 
Fes (5 
. ee 
| Highlights of the Week’s News _ 
| | ee 
| ae ee ® 
es «| 
: | | 
| | 
. | 
cat Fon 
= Ce be 
ys | 7 
= | 
a | an 
a | ais 
i nm 
= , ———E7E™~ ee 
fi ae 
“ mead: 
i fe _ ee 
re J eee 
hme | ere 
om J | ca es 
sae ’ iit 
=a SR ii a RE ee ‘ale 
eae & é es ‘ii . é : P : 4 | pee 
= | ll | a 
ie. | See 
Soe | ory te: 
we Be 
ee ee 
: { cs : | res 
Bei gor’ \ aor earn a | is 
Ss - \ \ | a 
i Es \ ; { | | > 7 
— i 4 | iS 
ales } j | as 
5, ' i 
~ L/L | ' aa 
ce : ae 
ae Se Daf aif 1 om( au 
| ——— | (( — Te x 
{ | WAY , NS ity 
~ h oe, 
. 4 aD \ ~ : 
i. | m lo , 
ee \ r _ ' - \S we a 
eA | . an eon o ’ mt as . ‘i at 
st A prsxtt é poe . f dct 
of Pie ce ne O / ies 
is | : : st i ~ ae oh oe ' hes i ; | 
oo : : ae pene Ss pee yi ae F Es Be i \ i 
= ue ie Pe a PS ee ae hy 
7 ss | os _ Pie ‘“ ; oe . 2 ea £ i z Bae i. i ir ged 4 Ae 
“ee aria = isk : aa : ae ae Has ‘s ‘ } i { ' § > ie i , 
$ ee a rere : 4 j & ce ; 18 — ee 
sua Be a. au <2 Cee ia Sipe all a% © 2 
ee ae er i 4 <b Ee ee e A ‘ = TT hs : 
ee 5 aoe % re aie iy we pie 4 << amgeiial—n pee fea a, sl en 
s eae, F 4 i) 5 * Bo Rae ares Fe 2 —=——_—_S : me 
aK y ha * J % y 4 ee | ae . u 
asi vie oe ees %y Vi lee i sg 3 f tay et ia Bi | ieee = k 
aaeTg = a) aes a ane hi oe p oe ‘ t-* 4 Ps Ak , ve 4 : 4 “| i 
at es < ieceeSaae = ie 
ae Ss eed we as = pac 
re = ae , fy, & Q 40 > tte oes . 2 
~- jo 4 _— ;« NS “~~ | How does | , a . 
Fe. ” ~@ yb Cee, a he i é oi aed ey oe : : i 5 < ¥ ‘ & ee, . i 
om ‘ ¥ Rat - Si Tae, 7 | _ ae igi ot re : 
a a BRS si OTE “a are ee ae ¢ oer — eg 
re -—_- = } Poe &; ie Re 
me : a el wt Sa dias 
caer rg eae ht Bes 
x as a Test Market? — ee en ae 
pati A ‘3 “ cesta nO ee OEM URN Oe eli = Ap ENS bas 
tae Continuity of buy- Bee. TO RE ee Smt ter os ae 
os ing power in. this ee a a ee ee, rae 
= hat billion ‘dollar Mai = em ——” are 
i oN pit — hal Tr bg ae) ‘ - Dc: rim ee 
| B omarket is insured by i nd, | Oh ee ee i 
Roanoke’s industrial Be pe we a cae 
a | » diversity . “s . z * ? Pepe = aoe 4G ri of 5 oP mer i 4 : i 
“i Plants in the Roanoke © eee oS a ee ee ¥ Sieh 
| | area include such names Be’. Coe ee ae : ea 
ss: 58, Dupont, U. S. a | Sear 
| Steel, Celanese, National ae ied | : 
: Carbide, Burlington Mills, : a { H ; * hte « ee er he . 
ee ; ‘U.S: sits “x3 : a - . re 
: | Yale & Towne. |= [ip pepe af > 5 Seen ee a 
One.of mony reasons Why. ren es - Rte 
| ; * Pontos a . PH j ‘ NORE ao “ge f ? 
; * — ROANOKE is an ~< ees” S Soot“ thandlncn 
; f/ / @ ae IDEAL TEST MARKET! we ’ bs 
be ta he wrat ? tas H Gules Se aie . Be! ne a " 
oe oe eis Se eer ss . : a ms Sort ‘ er 
tet tk 2 FN ry ais ee ‘i Y eat _ : | 4 : 
; ae ee eyes esis . 3 P bs : a9 ; : . tan so pore ig it % ; a 
: eee gees an ¥ 2 P ie Foe bf ess: ; “s Pak Sore , . > * ae — Bae 
> Oe. S. Jefferson ste Chicago 7, lll. + HArrison 7-0150 “ enema 6 —— or ay. 
i 2 cae 
oe ’ . = . . . . ” ty es oe 

[he written message is the one that LIVES 

It will be remembered that King John, that 
“miserable brute,” as Charles Dickens called 
him, was to his subjects a one-man plague. 
The rack and the noose were his playthings. 
He tormented his own barons, burned and 
pillaged his own fair cities, sent tens of thou- 
sands of troops into death-trap battles for little 
or no purpose. Yet promises flowed freely 
from his lips, promises to mend his ways, re- 
dress his wrongs, subdue his savagery. But the 
killing and destruction went on—and there 
was neither law nor justice in England . . . just 
as there was no truth in King John. 

So on the fifteenth of June, 1215, the barons of 
the realm, almost two thousand of them, sum- 
moned John to a fair, broad field called 
Runnymede and there presented him with a 
piece of paper, a written message called the 
Great Charter. They gave John no choice but to 
sign—or face civil war. And John signed. 

The Magna Carta pledged and secured an en- 
tire catalogue of liberties and freedoms which 
men had never known before. It brought 
about the birth of modern law and order, for 
the king and his barons vowed, among other 
things, to imprison no man without a fair trial; 
and to sell, delay or deny justice to none. 

Your messages in This Week 

Yes, the written message is the one that lives. 
The things that men say, or promise, are too 
often phantoms, as fleeting as the wind. But 
the written message, and chiefly the printed 
message, is both real and enduring. 

That is why This Week Magazine, one of 
America’s most widely read publications, be- 
lieves it to be of great importance to remind 
America’s business leaders of the primary 
and basic value of the printed word. 

Today, there are many ways, indeed, to com- 
municate with people. But it is only the written 
message that lives, lives not only in terms 
of time, but in reality, clarity, memorability. 
The written and the printed messages sink into 
your consciousness because you read them 
freely, willingly. Nor is there any limit to 
the amount of time you may spend with them 
—and this is of utmost importance to the 
effectiveness and the enduring quality of 

The printed page, rich in detail, exact in its 
message, continues to be the surest, clearest, 
most durable means of advancing an idea. 
Therefore, This Week asks that you bear in 
mind the basic wisdom of building your 

advertising campaigns around visual printed 
media. In other words, if you want your mes- 
sage to work and to /ast, put it in print first. 

* * * 

A written advertisement that lived—The June 7, 
1953, issue of THIS WEEK contained a full-page 
ad for Thomas J. Lipton, Inc., with a premium 
offer for one dollar plus a boxtop. Although it 
was fully recognized that a dollar was a high 
premium price, this ad pulled with remarkable 
power. Tens of thousands of dollar bills and box- 
tops were received. It is significant that during 
the tenth week after its appearance it was still 
producing at the rate of 121 responses daily. 
That’s what we mean when we say: The written 
message both works and lives. 


ns a INS ae RE 

in 10,900,000 homes throughout America ! 

This Week Magazine 
shares the power and prestige 
of these 34 great newspapers 

which distribute it. 

The Baltimore Sunday Sun 

The Birmingham News 

Boston Sunday Herald 

The Charlotte Observer 

Chicago Daily News 

The Cincinnati Enquirer 

Cleveland Plain Dealer 

The Dallas Morning News 

Des Moines Sunday Register 

The Detroit News 

The Houston Post 

The Indianapolis Star 
The Jacksonville Florida Times-Union 
Los Angeles Times 

The Memphis Commercial Appeal 
Miami Daily News 

The Milwaukee Journal 
Minneapolis Sunday Tribune 

The New Orleans-Times-Picayune States 
New York Herald Tribune 

Norfolk Virginian-Pilot 

The Philadelphia Sunday Bulletin 
The Phoenix Arizona Republic 

The Pittsburgh Press 

Portland Oregon Sunday Journal 
Providence Sunday Journal 
Richmond Times-Dispatch 
Rochester Democrat and Chronicle 
St. Louis Globe-Democrat 

The Salt Lake Tribune 

San Antonio Express and Sunday News 
San Francisco Chronicle 

The Spokane Spokesman-Review 
The Washington Sunday Star 

Ft Me ONE ea ar bon le egw ay eas SU HS AD Oe CAD eee ert a ee Cote ELI CEO Ha sg Sie De ae tee OE Son) ag hs oR Se cae eee we an Rican tat No cD Mee oni De Er Be YA eh Seen AAC TES oR aa Ian 5 ee Sot A le oh: Re Site BPR gg AIA Uh ee SAAS eel ee Co gages Set: Ca me de 
mites eee sea TN Re QO sat Aare Si See eats iy Sarita ties oes be gee Se, Rees oe ek? eee 5 Me eae eat fot gos EAMES ca Ne aS Re rs Bey lately, ae Pyotr ey Eee de * ht iD Bee ee Sea 
So ech antonshe ph ce lege BRE ey RNgen Tae eNO eS 5 St NE ee AG TEED Ree tae CE hve ce yT Mae re cme MMGE) Ned OL hy See gemMn rE TaD oe UNE memes Oh marae acs cna Wee Ge 9 Peete Am ame MMS Aig cme Wait Kena aie Ne a eae pore ee RNG te Mie a ee eng BO ENE Gobet i, , Ripe 
gee Oe ay <eMeee eo seh oaks . yi Wig 8 ee 2s I ts Si TE rt eR ah i eres . 3 Re geet: ekg bo ina Rye fs ae? Mi a ra aL a igi Pe i Ba Seis a9 7 eae rly ee RE varity a pe pe 5 Piast ‘gas Pee Puen ce Titi ee oe ae. ee ae pope Reha nhl Sere att fe IRE, atte a 
é eRe an ER erty, Rite RED pera heer st ga era ia mec 3 fetie Sta Sc pas 8 A ai 5 Ate TM eA OE. pet ane eee. Nik Sy og, oe hl NR Rca yr FEAL tyr Vie eae Gorn RE reenire 4 '7 ae E OM ge Sa eee SN agers 
eS es ese A Peaches cisco tat bo ACM os. < Bak ge CaN oe 2 ete eo et UMRa lat hrs teh oR sg Seated metal Cancale Bc taown ie Se aes es ot Sos eee Seer aerate | ene ils ies erty Ne Faun Sate SRS es ee ace se pS eee 
Et ea a Sige eS. os se i So gana oe . WO SRO a as tien ce Bi Ee cy es eee ee Pero ud Mont aay what Ree he Po appa Nd Ste Dat ed eae he ee ct seats Aaa a Ea ae 
kaa? cM Lay ZF) ; € my ao a : in : ae 4 SANE sy - i ae oma : tee s 9 x ‘ ‘<a eS aN on Ne panes, ee | ipo ll So 2 ie hte 
pases 8) *y ‘ 5 “as i: Py h . oes <i epee Pe Lage 
foils eee y pest el 
Be Eas 
t, ’ 
7 ww Re ° 
ae. | ’ . 
ee ee 
i -_ .. «ay a. 
a4 } | * ae 
Toa ; ‘ . . 
, 5) { a 
ie aN : i ° 
< v -_ Se poke et | 2 adh . .* P 
| Bae < us eh E® « 
oS) ig ' soovaste FM, women oe 
——— ay “an ™ : ~~ et: 
: A cl ae yas Saree 
a ie \- a ~— be = 2 Tee ae ae “ cg} ; 
ir . a 1 a ee ~~ a a 
: ' 3 . ee A, ee, : i es , 
ge oe ‘ > 
MF + att ” at ‘~ : pf ‘ " M4 
i ane RR SS YS 
4 cor Cease” ce kh Ep a2 re te i? git ta SER TY - <a of —— 
ee EM ao . a - sa ” r Lin 
~~ Oe, 5 ewe Ne 4 ce 5 ag % a? . 
“1 es TS Tn ae . ae . : 7 ‘ , 
: a ge Oe as ’ | *% Ok 3 
an re Cx RS thes a < he : F wea : 4 f — * sa Seed 
eee wore Se ue | F FN 4 “) : y ihe 7 ; a ee in Wh ; 
ive ole i 2 Bie - ae om F Sgt ec ee en oe “Bt eee sei 
Poms a 5 meee } 5 a ania ae eee. ey Riis a Bes. ae Rees ees on 
irre — } 4 - ~ se ; ag Se De eee cee pai rites Some 
es ee “f4 ~ te & " 7 4 eS ep *, ems Ae ea eee 3 Pin 
El eeaeke . ro ‘ ‘ 4 : # # es eae ly ae ne Shot ike ee Sa ’ a De 
ae ae A: “ 3 SD : ¥, ees WP fae gtr |! RA Me yer gS: : sae 
: a , : a “a 4 , 3 ‘ My ape see ae nee : J RE 
7 Pe a i a= { lp A A om Se ees : Eateas Soe, Le per ete eee P 5p 
ia 03 ‘ (Se e it | 4 ane ogee ; ame a ene ae ee a ; eee 
aa a ea ay, a ale Ri ee wz 4 i an a eee eR a aa Peg 
pase » = Se. Ms ¢ r 1A . Pore 7 aan te ~~ ne 
Bei) te ys ~ ~~ bf y wee Phe, ies . Ree 2 ; a ; —., 
Bo ex. Bo. a & if ‘, he f } ~, é “ e a _, th - ~ Mago, Sa? A ur, fe , ioe ce ag pe 
Bee Svat . —_ : ae | oe ee ; -_ f, ‘gy: : a a Sila cal ss i Peng og Rg eet s pig 
a a), SoA oo hy RA ieee: “Be ee. i a mee? 
= ee ‘ 14 maa Th * TV Men Ags, c 4 é Yer all _ gt es ee ot), an Bey" 
Seen { i ae ee x ater cdi gt EO ee ees ees 
grabs . \ ' 3 : Say wg, i! ¢ Be %. - ee a Sie ates ee ; : ae ee ree i te ; ee 
ot Di ae, i ty eet fare aed” ait SS o SS eee paki j - Se ee yas eae a iat ae 
pees, = a KG i When Oe ET. ae DON i wee ; ee 2 CS A 2 et ean ae 
Reeicie i] \ 1s iy oe ene oy i — . | “ne Age Cire eM eS tc ie 6 lines eat aaa arena ares a ae Bi >. Mgt 
ee , ae Meas poy: SN = “te bie pe ae ore eee Sp pea : yoo. 
-_ ae o y ee Sie er £3 es kd ait ’ y ; a) ati aR OR ae aa 
ae ; oe BY . ond | <4) x. Po eu. en it ac 2 
. = ee, a ee” 4 Dm i <i ii } a a ek eo 
ies Hier ee 5 sa ' -_ a 743 i 1 pe diggeied eee iy ok Re ie sty y 
Be a att arg ah A my tia 24g Ree aa) 1 ee 4 
B's ak jas \ gis ad ~ +f a RCE foo ee iS we 
“ress iN A § ae ce P aes mR: al * R , _ At — Re Tater poo. Ph Neen Migr ere SE 4 oes 
eee are oy Ge ia . on sla : é P re Sco ta 
Beata pa Na y ves 3 o ee aie & ; = / a: “ ris yee afi 4 oa Ce ah 
: GAARA i: bebe Bc a é 7@)) ce 
aa ‘ ’ hae ; oy ee ‘*. Se tee — o Sate 
a gee i] ot pe S pee i a } i ES era Fac ns a . 
ats ae 7 . dete on . 3 | f 4 Ld iked IR, a: 3 
ae 4 14a ae - or ; a i > \ 4 \hen 2, a" ae “fae is ... sf 
‘epee PR ae, a ce r gy Pay oe A i Cec) 5 ae ad Eon 
Paes a Ms ites es? -" oo ‘ a 5 t a Pore _— ; co) GA Sng ‘ 
ate 4 Ri, gs ie read ¥ y 2 ie - ork - : CS EP ee Re 
ae me oo Sa “Sig, Se . an ; ee ae Re t i ion Dee ia 
/ : re E - rot ee i / ne J ¥ a. 
ae E " ‘i ‘ re 3 ' Aaa i eg 
ee 4 ao: ae ae . he ie . H} SPB ale aa ? ween 
Sa se , ct ar eae r ee ; aa ij <a & ae i % t oa 
g TRE Sat peas f , 7, 2 ie sh Se Ee 
: ’ ke eee oi a eo ot % Kee . ‘ PEF Ie F ne : i 
ee 4 ee ~ AED, , aa 3 3 | eee z oe te | pee 
2s 4 of ae ‘3a p oti ; J a Po ie _ x sigs 
ne 4 pas ae ee , ie “* A of 4 * a) a ee ae ee * ai*, ie 
rae y Ege? : Bg 2 . ¥ ‘ ¥ post ; $f ay 2025 Tee we 2 <J am « 4 a 
ga iS Pee hae. cae eee / Be ~ ey Par oe a ae eo 
a woe: a ee ey ee ; y 4 Wy ee os 
ei [SF aa” ae goblins = aa i ey ee > ee ees 
¢ a 4 Pe aS ge om red ; 7 f os Se i i <a> 
ed, re aR: Pe they 4 : 2 A : ; - ‘a i i gle 4 es ‘ a 
eo. oa Sa ‘eee bates 8 as Bs *, 4 : oe) cite ‘ *, = tO ‘ $ 4 i Tu ee a d ") 3 oh 9 . en 
EE Be iia. sag, oO A SR hinge ’ eae EP aaa 5 ; ‘ th gue, F : ht 
is? Pit we Atom ie . if . ears j ee. rine Ye 2 ad ar x ty} = pci re 
poe nee . ara ’ Te ‘ roy emia 7, 83 i Ee: 
Sar % 2. “Artes me af , Sane ) RS ey ; ra : 
ee oes Ta - i EO : & / ie ‘ ae. 
ee a , i HE ee i “aan 
ii a = 7 F . - ? Bete. 
coer ss ‘ = “eee” 
ae My P as oa 
Bie a . - 
a= a Y 
\ oe becky 
ee mae: 
st csek © ee 
NSS we 
= one 
: _ 
Poet y 
ry ed x 
: pales ae 
Ae — 
ae a 
HN pra 
iA ae 
. <aeoKe 
ae is 
‘ cae 
K 4 ee 
Ske : : Ry 
Ges Sots 
ew ool 
Eee 1 aages 
Poa fe 
as a P ee a 
be ra ies 
ie ae 
ane oot 
oA ate or 
eae Fe 
8 bea 
a cal es: 
nee Se ei dee Tae 3 Bah Des We Etiam ria Pts dene ce eas 
tak = (egeaier as. Gees rN ones 
¥ » v 
‘ ; | ‘ 
ee ee 
i ‘ ja oe | ‘ 
ae <i 
; ; ; ’ “ - Roe ac i é é cay . ee | Ls tie fe a hats ak bs . f. Pei =f 
is See a a re ¥ ™. me ae ate. tye ¢. *! co eS s.r tn me 5 ¥ Sen” fe 28 + the a al vw a. > a a ~ - Te YY ear — a _” ona % 


vescence, and 
drink throug! 
Schweppes gi’ 
coolest drink i: 
you will have 
possible mome 
nine water is 
club, at restai 
grocer’s. Schv 
the world’s gr: 
pletely indisp: 
thentic gin-anc 


5| ° WTAR is First in Audience Morning Afternoon and Night 

an # Hewitt, Ogi 
fy ther will not 
= stations have 

with the gin 

have, though 
will not. The : 
as to the num 
rying the s 
campaign; put 
jor markets. 

sound is what ’ 

several throu: 

sts the whole 

aah, surely) 

-tonic is the 
world. I hope 
at the earliest 
chweppes qui- 
ilable at your 
s and at your 
‘ss is probably 
t mixer. 
ble to the au- 

Benson & Ma- 
eal how many 
~pted this copy 

2, but says that 

it the country 
greater number 
niey is also vague 
of stations car- 
mer Schweppes 

t at about 20 ma- 

T. R. cooperates with 


frade paper Advertising 

and increases the effectiveness 

of your entire 

advertising program 

When trade paper advertisements arouse 
buying interest rarely is there immediately 
a sale. The chances are that the prospective 
buyer wants a complete picture of all other 
sources for investigation and selection. En- 

cyclopedic T.R. is consulted, as habitually secures entirely on its own. 

as the clock is consulted for the time of 
day. Hence, your advertising representation 
in T.R. participates in the interest created 
by trade paper advertising as well as the 

vastly greater number of inquiries T. R. 

It will pay you to find out why 10,801 Advertisers are using... 



Thomas Publishing Company 
461 Eighth Avenue, Ne 

York 1 

That Peripa‘etic Man from Schweppes 
Cracks Redi> Taboo with ‘Gin-and’ Ads 

‘ron Page 2) 
- - ill Schwepper- 

If stations refuse to clear the 
spot with the gin reference, it is 
deleted. Tonic drink is substituted 
in some instances for gin-and~-tcn- 

In New York five stations are 
carrying the summer spot cam- 
paign. WQXR, WMCA and WMGM 
all accepted the  gin-and-tonic 
pitch; WNEW and WABC in- 
sisted on the expurgated version. 
Two midwestern tv stations are 
carrying live 20-second spots for 
Schweppes, but they contain the 
non-gin copy. 

Schweppes’ foothold in radio’s 
forbidden territory is even more 
surprising because it comes at a 
time when Congress has shown 
signs of concern over broadcast- 
ing’s alcoholic content. The House 
interstate and foreign commerce 
committee has been scrutinizing 
the amount of commercial radio- 
tv time devoted to beer and wine 

Needham, Louis Leases Top 
Floors of Prudential Bldg. 

Needham, Louis & Brorby, Chi- 
cago, has leased the top office 
space floors in the new Prudential 
Bldg., beginning Jan. 1, 1956. The 
agency’s quarters in the building, 
now under construction, will in- 
clude all of the 37th and 38th 
floors and half of the 36th floor, a 
total of 50,779 sq. ft. 

The agency’s new quarters will 
include a special room for kine- 
scope previews for clients of color 
tv programs and a kitchen to pre- 
pare foods to be photographed or 
televised. Floors above the Need- 
ham, Louis space will be occupied 


Sure, you san the bes deal when you buy an aucomabile And you deserve 
But post shar i this best deal we hear so much abou? kk seems 10 us 
that « aris wuh che product Oldsmobile for 1984 hay established self 
#8 the wandout on the American road todey sub ats long beauuful lines 
and powertul, smooth performing “Rocker engine Next you should \on 
seder the desies and his posanun 

Wo the odumry. Kaiser Brothers is the 
Largest selling Oldsmabsle dealer w all the Wess. thar s why they can offer 
you @ader selectrun and van give 

you more in wade for your old cas They 

have & reputation for far dealing, for courtesy and for “standing behind 
every sale” —ever samc 1917! So, dom: Sorry and wonder whethe you ve 
1 the bes deal... see Kaiser Brothers Oldwmubile, 1540 So Figueroa 

(PRospext 2531) in downtown Los Angeles, and be sure! 

LEMON TWIST--Kaiser Bros., Los An- 
geles Oldsmobile dealer, used this 
low-pressure ad, written by the 
Edwards Agency, in local news- 
papers. Sad lad on the goat is Olds 
salesman Irvin Kaiser as a boy. 

by an executives’ luncheon and 
dinner club and the transmitter 
room of WGN-TV. 

Arthur Rich Forms Agency 

Arthur H. Rich has formed Rich 
Advertising Co., with offices at 
291 Delaware Ave., Buffalo. Mr. 
Rich, president of the new agency, 
formerly was v.p. of Roizen & 
Rich. Frederick N. Davis is pro- 
duction manager, and Frank C. 
Smith art director of the com- 


like fly-rod 
goes with 


Electros and Typography 



FREE! Production Men, 
send for new copy-fitting aids: 
TYPE RULER, measures every 
size 5—15 point; and TYPE 
GUIDE, shows characters per 
line for all line widths in all 

faces, all sizes! 


bring out the “spunk” in each other at 


B&C breathes “‘life” into your copy 

by giving you both... 

shouldering sole responsibility 
for top quality! 



BERTSCH & COOPER, 547 S&S. Clark St., Chicago 5 







a ones a Ef hes ee edge. i) ama RS, eR eeM ego PERN AS Lyk Te ogee eee © Phe Ae ety Py Mind Ane) said Wey aire es Fa Oey ere ae pres ot eae, Ea ge tay Se phen aio pe ad iP OLR, Srey the eee ae Pepi Dad, arma <0: + ay bie ee ae eke, Raia de oe ; dss pe SNe ea ee 
LOO et SS ee ape Se Seria peachy RAS a ie yt ee Petes g Pens) ae gir get cate Cea. lo Riper var! Mee Rene ROM Raat cna be Ghee at Om NOR ey Le Reh tt ow ther aes 
ac te SCN seat I ER Kee ER ee ite ORY Beye halt SONS ny . whe RRS Se tt 7 ors i ak ele ace a allover ein Pe i hob RE te ae et BR co ee Gat ee 2a Et) eee se ge i Maracas fa pen des Pe pate ets Sie Ps aati 3 tama Beasts oo” oat ae tn aaa ye See ae Bh aes Syssig i Cas eae Mee ete ler oI: An 
Oni Pes ae ge ieee Oe EB ey, Sie se eon yh A rely. re TL PUR ae chute A IEAM dary gah Seale 2 ema Ve > SR AE SSIES SP i oe Ea Dea Oe ag” a As RR a pa ee Eo eC aga Lay ty ee yh oa ME = Ae ita ale Td pa an OF Seat ara a: SEER ed BP Sree 2 ie ee 
Beek RA 2 I et oa aR oe ra A a ae A, rile a ee eg Sid gs OI: eA Soe Nas 8 hae a ar et ee ee. | iene mc a Oana ert pee: cine a Re etn Ih ai 
et. Sera ox = a Re 5 eng ae =p oor 5 ily: s Sa 3 poy . é , A a : : i % i | zal pf F 5 
ae é i i 9 aoa 
Aya st 
is, ee ote 
~~ ee 
ve .o 
. ‘ Advertising Age, August 9, 1954 ; 
| | ; 
ae & ia 7 . 
; te ae 
i ae (ep, = in >’ 2. 
oe te nes <4 a ~ 
i} r } @ 4 
i Pe a '@, > vt te, ! : 
: ‘3 N (Li a are a ms « = ge! s ‘ 
i 7 ” — * ‘ Se 
’ | ——__—_& =~ << & ad 
'@ a. — 4 a 
e | Se . : a ; 
P A 7 z 5 a. -o : 
- = (S4 - d ~~ [% * { 
“ vw \ ", = 
: ==) a : 
ae? © _ ? ’ - 
P Vv» .. Rs = ee 
- < " ’ 
o W ' =” CX — 
. il a 
“Ai me eal 
a ‘ wh 
; pve: 
a ; yi Bek icy 
i oie 
8 ‘ - po ve 
a re : ] esa. me 
ae sy is cata ] eae 
Wiese er mc Md. |e cr 
ae ok Mn sine Siggy a 
5 NORF ee 
pe | | | = eS 
ci Bie a 
ae EEE __ EEE iE aaa 
= = 
i aia . 
eal | | 
ict Pt tan 
i ds — ae 
Po : | 
se oa 
os elias ee | < 2 eal 
iG: 1 cere 
“iat sei 
ah al a 
pa | } ee eae 
Pepe ob 
ee | a 
- ee | = e 
was tie 
i ae a ae 
ee te po, 
Les ear <i Bite 
are oF ae 
ee HX ed 
> Pee : — bes 
a OL gg fea 
i ys sgn te® ee 
eee | its ye aa 
ae ei — ” te so = iris 
Mees im we UZ rn A eae Be 
fests | ee ee Gha.. dedk 2 ea ae 
=e” V Fo ey i 
é ss if GY “a ae 
ee +S ae 
: | a y, nw ——— at 5 a 
aoe ae Ae oa OF tac Perea 
ee ws}? é se 
Rosie: v : | poe 
on ef y = Pog 
en : 7 A, ae snes 
sik Ree 
a ms i ae 
2 | ee 
y . es 
ay cas, 
oe ete a she 
eres : See 
tied ¥ t. 3 
aes 3 ee eee 
eras - oa 
oa te Bony 
fi eae ees 
gt z ee 
a $ San 
pie xs ae 
eal fe ie 
Gigs = I ; ate 
ase " Ee 
‘ ace oy re Fe. 
Be vi ab : i ie — = 
ae os : a rs “ 
ee ae é ‘ eas 
eee { iy 
es a Nearer mae Tend Se 
es Pa: a . * bs wo if - Mera 
aE Teen aie RBin, ees, eee 32.3 ni Pr amncort Ts , ls 
: Sie tas: eee TMOMAS) THOMA gs emo ; s bait 
. . Se al Rr gunarers | CIS aut Se RE AS Ss aeet ae ¥ > LORIE ALES * aepery resi ne 
We ieee SL ae s' ALLELE LO LE ee ee ee ‘acini sh 
age ee TH Test TH — TH —— HOMA 7 ack 
: a 5S ¢ Z ti “Pp G A-F i$T | : 
oe E Ses * E ae E ws G | | & 
‘ ‘ Rees | = , na « | | 
2% — | { 2 
ji ee i te - wk MR NI; qastf , | : ) 
=) gyerit oe qwenit ‘ee were i] f wer ae - ‘ 
t bie! ~ Ps v Sent V, hl age | 
SS a | | 
“ «Beet moe . <3 4 
—_ io i ae = ae Se p— oar ‘ 
: + ‘ 6 oe —a Hee 3 5 | (9 
™ i ren i “ee ’ ae & ay 
4 ‘q ; ae 4 ' . — an ; ’ ad } : 
ASsast SSR ee eS ; Fl y : 
Rec (9-43 ce Fs 
: ‘ so = ; = am | 
Ss — F ; ta, oO _ 
‘ ——s- Se ; = ——> renee | 
: ‘Tits SE > = ae 
. ~~ gu! Shins gt _ % 
¥ fa) Pm 19) we q 7 . 
> , ee at | ‘ : 
mm iL ~. % a , > ~ by 
a ape. Mes ql ee 
i nd i . + 
‘ | IF 
| a = 
i ieee 
, i 
a w4 fe os ay (aie hel Sole Si eM a ei NP Et Bie hw ok a Nate Se SUIT OO LESS Sint Sac pe CF od AEE NS, ps Sen ES ae ga Sle MEST NG. AY SoS gi GE OIE i ae i a ea ie eo ames. lar Re Soci weseect Slee arn Lage 

ood. Mother sells father an 

idea when he’s in a good mood. A 
salesman makes a sale when the pros- 
pect is most receptive. And national 
advertising does best where it is most 
welcomed. No wonder The Saturday 
Evening Post is such a great producer. 
Its readers spend more time with it, 

return to it more often, and have more 

@y £20 DUROCHER 

The Drug Addicts Whe 
Cure One Another 

confidence in it*—and | 


in the advertising it 

carries. It gets to the [im 

heart of America. ee a 

*From “The Measure of a Magazine,” a comprehen- 
sive survey among readers of weekly magazines. 


Wash ORG a he me A ipl as NPS yc ate ak cE. See 8 gets eng Ase ee te sg ge HO PE PSE oe mo tay dias enn ; fia Baik. (cer eee gree: Sem A wate pe Me Shee Cabins Yh oa. Ys ered oe Ea ara AL Ae teen I Ga Se A Sie ne 
LA Pe ne eng ere e Sth og Seen TY ae bree Patter cis aS Soe aed mana Cha aay ce tM ete ad deg ine hh ete et, PROMS en cg MR, ME Ate ee Ae de gee EL Were Ny ay PSSA sna (eee Nas Se My glean gl SENOS GDN SAL A em ep er oe iyo Re eR ae LERNER ON aN LR gigs Soins MRE Te CRIS oO gh cmirigy Seek hg 2 VSS ey 
Raia ral ee ct rae Gis -eaehe ge sts ee . a ee Pphetges ) Res eB e ee iy gd ta eT a bees Ee sce Sie pele era be oe ‘pike 0 , Peat pe eae ge eee AD oe agate eee are Se sfiteak vey ae oe ~ hase RAO BEE ees Saye Waves aed eat a es tare ee my 
RTS pear’ 8) a eaenaee eee ON ee a DEN see eT or NS a cm op dt cr NRA Ar A RET 1 Og UR MCC ORE 3 geet OL Occ gece A te a Tony or ater ak ce sated sere Bo UR Do caleeg es ok Cry ee, MEMS aS at) arnt ea ae eee 57 Ae ee Bs renee eh Ee 
SS eae ty aia Sse Rice 08 = High enmese a oe Bera, ca a Na ee ae ER en ee To an Seis SIR eal ee aa ah RRS ena ona Ot. MEeEDanh ae ia pres sae REL cay oe ote wey ie! hae Je Sr eee anee: er Yee Be tek ede See Gn. patie rte eee 
ROSY Seite PORES A RS ata 8 eS ee OE gine 2 Hip Ser eae > AAR gat Sa RMR 8 OS. eh Aeon AD OR MS oy RR ee ase cc, a Ci 5 oe Saale 
Ra gis > FT Seee Lap an ei a Pie he St . i sD ie ‘ Pe as a “Se £ hls eR pe se ears Se gael 3 ax 4 ed oh nid See = er 7 a ‘eee = a ¥ = Pre ce i te LE ir ee eed 
Ags es ae re, 4S ee yee! a, ee * Age 5 phi poie ena ae Lab sbes i it WEE A Re he es ee n oon "eag S. =F = eres e va : Dea a 5; Ee hee 
Ted a | *. : i any Sr fiona . a i‘ diene & ‘yA - i os aes : aetna 7 Fear te - re : u <i aeear * me _— = One «Tap aye a . e z i Py Be See foo 
paca eee z a = ¥ ; 4 a z ‘ ig _ vi Aare J : puis g s cee : < Ai oeliad oN REN Sa ety: ed ‘ pet x! 
eet , : : ; : ; mee <2 
eS Ae oe 
ee oa 
bY dg ed wiosetet 
* : 
e.4 . 
; ai) 
eens ee 
Be este ea 
re * <oties 2 
3. aga a 
i es, sa 5 ia 
rae wae 
vo ea ea 
‘ 5 S.8 ‘ 
be meu. 
et ca 
aes aa 
. ‘ae 4g iat i 
Be Eee 
a. cabled 
Bey) | 
: 7 pigw ite 
se a ue 
St Te 
eae ee 
a ae 
‘ugha © = 
eS ee 
eb . 
* +e 
iy 4 ” 
aie om 
fo ales 
= ae pe 
ie es 
“sae - pay 
ie a Seale 
20 ake se 
pent mga 
‘i ies . oe 
Sia ae ss 
ie eas 
ee Bit f 
al Pure 
mes oe 
ae ee 
thee ef ee 
oe apa 
Peed Sars 
tee Bae 
Stag aes 
pli i 
be ie 
ee o 
—_— v 
| brn cae 
i et nd 
j 3 Rr 5 7 =“ 
| eae a 
aN arr 
pit getiy=ky 
i Che ere 
: Pee * os, 
=a ee 
ay ve io. 
ox sy, 
j po 3 . da, 
+ - 
| eet 
Brey? <7 
Bier, : é i ea 
Sateen + » : P H mek 
TASES a The Saturday Evening aS 
i ‘ © | ; 
peas i * 
pec it e 
. a 4 j “ 
ee | : 
an Be: Wi ar 
| a Ps 2 a) Re 
| ey August 7.1954 - 43° By JEROME ELLISON 1 ge 
ey aU 
aaa i . 
rea ee * eg 
Lao ; | oan 
SHS She 
nets y 
en 1 ee 
ee ae 
ne . ed: 
, Peak q re at Sa | aed 
ar / f i} ae 
| ret i K j me 
{ ow | | pone 
oy if - t ; , 
oe > Say ie { Nak ay / 4 } ae 
| mae | ee ad —s  -& * -" aethie | Ta 
ai, eh oe ee eee Dae 4 } E : : Lot : j | 
Naa fag ; 1 By Tk se " 1 7 ; ‘ tm H Pas 
| : : é ¢ 3.9 -] : he Pig e i i 
| Tot te & >| , ¥ oy ae ~¥ 
ols be . ee gt 
} e ¥ Ras yo as Be ‘ < ; a ai Br Ne F 
+ . Foe AP} : ? es 
| 7 3 a 3% : : ? | 
x ae | 
) i $ poet 
te 4 * Cad nth 
t , Hit 
! — 12 i] 
| ay : : = £ A 4 
: ——— AN ely gl an a eet: 
| ‘gs RI we Pigg MO gO ee Se Lage ae oH 
; % \ Sag gage oe aatlge ght A Fs Pe aPX wt 4 i 1 F 
% ae i 3 E 
| Ve ey eg ee AOS, el i 
i eee A om ek gk | ees : : 
Bo Mg ages Lt | 4 te 
i wae" Pe ea ie fi can a mae 4 ore | | zy 
Rate ; Os gee ee f , BAe Es rts 
i] Peeks 3 ; 7 j | a 
i ‘ ns 3 13 + : ‘ 4 i] te 
y ee : Pe ge | rg: # ¥ } 
| ae i nee a i { i ; 4 : 
‘s : aye Vag bek i | i} 
| : i 42 4 A i 
Saar ee jae ; sre. W 
, 0 ae ” $ or ee t 5 ae ott iv 
eS ee ITTTTTIIILILI ILL ieiiiiitiiirrrryryry | ie led % Pa’ ‘eed ee eek sy Ses at tie | (| (SS eeeeeseasese 
bs age Sececcccc cc ccccccccccccccccscscasses sees Se SesS Sees ses ee see sse see sesesessessesees* Seeeeseesesesesssaccssas yeeeecesses Bias ar ‘ i phe SO hag Si aa lite <a : ie [Se seesscsscsese iG. 
iiscscssccscscccsscssasecesscsccssscccssccssssssccssscssssccccsccsssccssscssscccssscsssssccsssscsssccsssssccssssssees eesceres zr a ae ie Sila Ae ag : es Seeesecesceseces i 
PPTrrrrrrrrTrTrTTiTITITIIICOLLL LLL eee rrr tir itty eeeceeses : . ‘ ia ; . | Seeassssesesece nee 
| rm x: 
cee =: 
a z ~ 4 : is 4 : . oe ie Ce R ire i? < ats F ’ ‘e & ; Sys a4 oe, en 4 c es es : ‘ _ ae 
i A Zit: ro Antes z Ae . ap aig iy al ie ee, 3 x et sae Ps 
‘ yt . , F: i Pf Wr iy Soa ie es eee Riven. 

to increase sales . . . and decrease costs 

advertise more in the biggest 

and best medium NEWSPAPER ; 


Automotive advertisers invest more ad dollars in newsp — 
than in any other medium! 

Food advertisers invest more ad dollars in newspapers 
in any other medium! 

More than 80% of all Food Super Markets use news; 
advertising regularly! 

Published in the interest of all newspapers by 

Moloney, Regan & Schmitt 
Newspaper Representatives since 1900 

2 ——— 

Four FTC Lawyers 

Get New Fulltime 
Job: Reading Ads 


(Continued from Page 1) 
ments involving therapeutic de- 
vices and building materials. It 
also has lists of all false advertis- 
ing orders issued since 1947. 

Meanwhile, the compliance staff 
is going over thousands of orders 
issued in earlier years, drawing up 
additional lists of past offenders 
“for watching.” Orders issued in 
1937-47 are presently being re- 
viewed to eliminate those which 
have lost their significance, so that 
the remainder can be turned over 
to the readers. 

= Underlining the fact that the 
work is primarily a device to check 
compliance is the announcement 
that the survey team has been put 
under the supervision of PGad B. 
Morehouse, assistant general coun- 
sel in charge of compliance. The 

the Farmer-Stockman 

timed bo help Rawat Sembee ee Bate age maprens he in ertect taper Moder tgmipennet mad Aches Flee beg, 


own farm magazine. . 

is made over in each issue to give it top interest in the 
“buying” plans of each farm family. 

“extra” for advertisers, too! 

separately edited farm publication that is such a stand- 

; Serving | 

LL ET < 
Oklahoma ... 118,035 ; 
| Pee FS me ti @ 
Arkansas ............... .. 19,361 
New Mexico .......... 4,478 
Missouri 2.00.00... 4,420 OKLAHOMA CITY, 
Other States ........... 5,560 

TOTAL .................406,082 

Owned and Operoted by The Okichoma Publishing Company ® The Daily Oklchoman, Oklahoma City Times © WKY ond WKY-TV © Represented by THE KATZ AGENCY, INC. 

A) Ww 

Southwestern farm families enjoy the Farmer-Stockman because it is their 
. edited separately and especially for them as Oklahoma 
readers and for them as Texas readers. More than a third of the editorial content 

“eyeing” plans and the 

Hitch your sales to the high reader-interest of the Farmer-Stockman. . 


Farmers and ranchers, in each state, find articles which help them solve their 
specific problems! The Farmer-Stockman is the only farm publication in the 
Southwest that offers this extra service enjoyed so much by its readers. It’s an 

. the 

vat in the diversified 

» Rural Southwest for 43 Years 

ar ier-Stockman 



WILLARD K. TROUT, v.p. and general 
manager of Hearst’s Sports Afield, 

has been named publisher. He 
joined the magazine in 1946 as 
western manager and became gen- 
eral manager in 1949. 

intensified compliance program is 
one of the major items in Chair- 
man Howrey’s plan for a vigorous 
FTC. In past speeches he wondered 
at the fact that the commission had 
no organized plan for checking on 
the effectiveness of thousands of 
orders it has issued in the past. He 
pointed out that the commission’s 
time is wasted unless its orders 
accomplish the results it sets out 
to accomplish. 

While the four attorneys will 
read fewer ads than the seven 
clerks, officials believe they will 
be able to cover most national and 
regional ads. Officials also believe 
the use of skilled readers will cut 
down the amount of paper shuf- 
fling that took place in the past. 
(In a recent year 24,000 ads were 
“set aside,” but only about 100 in- 
vestigations resulted.) 

“Sometimes the readers would 
clip dozens of identical ads and 
pass them along to staff attorneys 
for review,” an _ official said, 
“merely because they were aware 
of the fact that we were watching 
a particular firm. Now the ads 
won’t be clipped unless a trained 
lawyer decides they are really 
worth some attention and in any 
event, they won’t be passing along 
dozens of identical ads for scme- 
body else to look at and throw 

Detroit Agencies Merge 
to Form Bird, Ruse & Urban 

Two Detroit agencies, Reilly 

Bird Advertising and Ruse & Ur- 
ban, have merged to form Bird, 

Florentine Urban Reilly Bird 

Ruse & Urban, with quarters in the 
former Ruse & Urban office in the 
Book Bldg. 

Reilly Bird has been named 
president. Florentine Urban, exec. 
v.p. of Ruse & Urban, assumes a 
similar position in the new agen- 
cy, and David F. Ruse has been 

| named chairman of the board. 

New Sales Op sortunities 
for Fishing Tackle and 
Equipment Manufacturers 

Reaching more than 10,000 key dealers 

(total circulation 12,700) who serve the 

neels of 25,000,000 sport fishermen. 
Write for facts. 

Fishing Tackle. 
hace News 

Wilmette Wirors . AJ\A 

Phone Wilmette 

Sa Nh) es ee 1 BP rece ies Ma ae tote AT a ye We Fe UR Reba hada et FS dR FE, cag aa OFT Pie seine es arias fa I oy See, anne a oe pea gta Rect be Veta tM Mad ce gre peop, Sa eTaargaban SA ONS oe SSM Cot Re gg BC a de Sep AR ME apes UN Ey 2S. OE Sy eo AE RR hg pach Oy, SRR A ee 
ae . or Pe tae cel Saf Sg SE a ta ae" fae ct Ie Samet ge Be iS Cen Yee ebabe ait Wat Made oye ae eee te ays Dae RE ROE Ow eS ce orsth eis ae sos EN fete Socal enc in PMR See iie Te tie eS ae) See Ee Le a kde ing Cy axe Sak Fare raaet oe oh Meant A are 
Eg Ber ORM tar Ge , Oe Sy ara Se elie cm OR Agape oP cOMRNA 9 A AR eoteey hes ag (QA eet Ie ee oe Naa. he Ee Oa ee Re mera Shy tehy Fis Be te hr eieye Os OMEN RETO RSE AOE Neg SNE Bd 1 eos See ee. aR Soe SS Set Sait Pe Vat e rad Oho hp 
at i ota Ree lah Rog Cah ete eae Sane my ae te AM Rnikiad gia eee ter: 210 a. eae sane kb ner cen ares Ee Sr Seal gas tae ie ee ei “ Set a ae erie Pia ges Sp mek hanes ERO eile. gi a2) ches Beats? Pee ts Me SRR ae os he oe Me oe fete hp fil sae, eRe eee 8 Sotaaty cn te s 
Meenas Spe She Bt Se tgs Ses chee ia fens Pe TRH Sea Ort thle gt See tee ae © ene OR ia ps St energy tek Cpa Latae age oe a eS Gg cee! i age an ans «Richi Ot hdd Ste Om: » 7, 
Pas ON Nc een ieteg e Raa eae ane ge eeONY ace tage? eaten = ge Sa en eS PERS ORT a UME Satins Cyr SP Sapa Sea ae RNAS oo | erege ang eaeeg hy OLS same ate St Ste Pan es ea eek nua oes emery abe eh A mites ag barista sa LA Ib rey acti See ar eg: ke Nha a 
POE es Ns Sey SR ee ee a ee a de eee can ised Wea faith aural Sau aces ca: | os 
ei, = Reh, 2 aig or eae * ry ei: Se : : - 2 ere Pee c ihe thee ig yas ‘ : hy tte +5 =; ip xe tee 3 F “ee - as ‘ & ie ey Ps gio 7 chante 
i ' nee 
ict eevee 
} uecay Y 
=) nM: re 
: 5. = 
‘ Advertising Age, August 9, 1954 
——————————————— ————— 7 
———————————— ——— : ; 
_— a Ee Te ee - < ‘ i} ; 
a ce wesc, 3 ee. Sees cs i ae 
2, ea Fees 
ee Cll eee 
; Soo. ee oo ae SE ee 
~ pr <<< —— -_ a 
ii Acne SS a j 
‘ a Oe : a 3 = | i" 
} re ; - iS 
| is AS berate oe i 
ee 7 eh. . 4 ay ee 
$F see e es a. See } 
| eat, Ss SF See | 
i ;o = 
ee ll Bde ee “ tina 
es eS 7 pie BS Se f : 
_——————— ae Pe a 
| a . 2 
> «, YS he 
Se ey fre —" se = 
WW ‘ So eee _ oo ee 
5 ee yj “Sa ‘See ek j i 
4 at / | SS 
7 i | bi 
rn (| 
Bo / "7 Pe 
Rte / i 
ey // } i 
Hj Bi 
' r | eee 
i > fh ee | om Bier 
ou a | if cae 
= > a ees 
“ n - . Bens ie 
- | "2 
oi ee 
ea } 1s 
Eee) ee aeike 
= po ae 
Oa . | | NTT 
ere — i tenteeeenneeenenel i aS 
ey A ” ped che 
an ee 
cll C0C€0: LLL LLL LLL LLL he 
- I a 
; ar te 
ean: Steen 
\ a 
ee \ oe 
sa ae 
ita F oe i 
- . 
- j ae 
od an morse | ew | ae 
© r * ree f 2 P 4 
A a ~~ | : 
rae Has a indi ee —F <a pie 
ay ate Pg ee T a a ae 
sot ety a ee aie eae tats \\ eee 
2 ’ : ae 3 ore. | ey: 
eaal Tes eee i ieee ie | ea 
ries ee ee aa ) a api 
ee ie BONG . oe hae ss a —/ gity 
AS. oe est Eg = \ ae 
ag erg ae es sae i a 
eg Kee : se Be ica Rosie oes 
Sg ary Ue. Te oe \\ ats, 
Tae a a a otha A % r 
k eee ee als Pg eee ~ { ae, 
Rs mo Se Oratia « fo acne ae ; er 
ere pe ee d ; pe ae j est 
oa 4 pati F ee, Pos Le PE ep 
5 oe Bo adele PS a _ } eee. 
Se a = oy 5 Te, es, ee fete ate oe 
ets tare, ee eran the, 7". “eS 
1s Fe es ead "ae See S\ | tas 
cae Nae 2 Vee eae mi 
pati asi es ' ee Bie 
t 39 Peans ane ae 7 ees : 
eed a re a hiss Os ae “ a eer 
aie ~ pio ths : re 
ae 2 ahve es SE ek 
Bene Be RK ea ct oll gic ips Rea Pe Sa 
a ta Snakes meme ge : as Sy teow Boren ob eas “ 
+ oe Meee eer eS ‘ ee Ps RN PT a aS we 
ie aR Be ‘ies as Siewees . te “s se os Papen ay i a mad eae aera staat 
- =, pais? gies ake . Sey Sie ao Oe ae ge ea b 
eee Pein (Stra = <3 a met see. oo, > 1 oi See ea oe) 
ea AE anes ere Se ees a all ae 
ae é iad : : a |\ Z| ee 
ane bien 
eee pee 
~ Po ro 
~ ere 
or ¢ hapa 
SN { ks, 
ae a 
ae es nl Lae ag 
peed _ a is a 
» e . 
es Skee - i. ae 
wa * eo ae 
fab ‘ * Slee 
oe aee ’ ’ ‘ rie 
ra? _ 4 a mae 
aN, ; , i =a 
jem eS 
ptosis: - : | oy 
ae a | = 
gto | ae 
Pte co age. 
Tie ges Rei: 
a Sard | Bee 8 
ete | - 
ails P, es 
ae cee Ve ) Cee 
a vera ~ i ie 
ee x wee oe 
Rio — | 
Be ee | ee 
a dey lod 
2 Reg F Pa 
= a al 4? ‘ j 
: ~~ ‘ 7 : : 
= J 
ee | ones 
: ee ‘ Be 
1 “ _— 

“ . ' e : 
ite onl soni ‘ gies, 
es > Hl Sosy ta 
oe “4 — WES Ee | ae 

; | zi e 
Sk | = 
rt | ; 
* j | z ' 
‘ ee eres 
“ere ures ’ a baicae os be 

Daily City and Suburban Circulations 

Increases and Decreases 
Includes the four different years chosen by the Chicago News... 

plus a Census year (1940). 



1954 vs. 1940 


1954 vs. 1947 

+21,913 (+12.5%) 

~ 130,864 

An American at a Scottish resort asked a 
group around the fire how far it was to the 
mountain. An English woman politely re- 
plied, “Well, it depends on where you start, 
doesn’t it?” 

Indeed, lady, it does. 

You wouldn't get far negotiating a labor 
contract with statistics showing living costs 
up from the depression of 1931 and wages 
down from their 1943 peak. 

This is all prompted by a recent full 
page advertisement of the Chicago News 
purporting to show that our good friend and 
competitor was the only Chicago news- 
paper with a growing circulation. 

There are four good newspapers in Chi- 
cago and we have, on the whole, been cor- 
dial in our relations with each other, 
though competitive. 

We like it that way. So it is with no burn- 
ing sense of retaliation that we chide our 
afternoon competitor for a little juggling 
of statistics. We just want to get the record 
straight for the business and advertising 

We don’t think a statistic makes much 
sense when one newspaper's circulation of 
today is compared to what it had in 1946; 
another to 1947; another to 1948; and the 
fourth to 1951. 

So we say, “Let’s start with the same 

There was a big palm tree in the News’ 
ad. Whoever assembled the data should 
— out from behind the tree and take a 


We'll gladly accept the figures based on 
any year you pick, providing you use the 

City and Suburbs 
Chicago Daily Newspapers Audit Bureau of Circulations 
Publishers’ Statements, March 31, 1940-1954 

same year for all newspapers. In fact, we'll 
do it for you. In the adjoining column you 
will see the four papers’ circulations listed 
side by side in several comparisons. All 
figures are taken from the Audit Bureau of 
Circulations Publishers’ Statements for the 
six months ending March 3lst in each year. 

These figures show that the Chicago 
American has fared pretty well. 

And since we don’t pretend to be a coun- 
try newspaper, but rather a Chicago paper, 
we might add that through ALL but one of 
these 15 years the American has led the 
News in circulation in Chicago and suburbs 
—and we stilldo! (The News led us once 
by only 139 copies way back in 1941.) 

And we might also add that we are way 
ahead of the News in city and suburban 
HOME-DELIVERED circulation (over 
40% of our city and suburban circulation is 

Let’s put it simply. More families every 
week-day in Chicago and its suburbs take 
the American than the News; and lots more 
have the American home-delivered—rain or 
shine, summer or winter. 

Business men will be interested in this 
last fact. In each of the last 13 successive 
months, the American has shown a circula- 
tion gain over the same month the year 

The reason is simple. The American 
never stands still. This newspaper is being 
constantly improved, carrying more ad- 
vertising as well, and providing the best 
home-delivery service to subscribers of 
any newspaper in this metropolis. 

Chicago Daily Newspapers Audit Bureau of Circulations 
Publishers’ Statements, March 31, 1940-1954 

{ 16 0%, ) City and Total City and Total City and Total City and Total 
saci. Suburbs Net Pd Suburbs Net Pd Suburbs = Net Pd. Suburbs = Net Pd. 

486,990 527,620 | 477,688 573,023 | 686.287 877,636 |509,234 549,709 

464,564 508,243 | 463,570 560,868 | 692,52! 901,858 | 497,600 543,348 
1954 vs. 1948 

487,229 535,316 | 450,958 546,290 | 692,800 888,285 | 499,396 550,293 
G 14.0%) 502,15! 556,463 | 458,663 553,597 | 716,246 917,068 | 551,964 607,847 
- ° 

490,805 544,118 | 446,393 532.483 | 730,190 923,517 | $68,539 621,209 

493.972 548,908 | 436,775 514,627 | 749,533 957,448 | 582,699 635,346 

483,460 541,494 | 418,978 494.857 | 763,420 985,523 672,848 

465,077 524,155 | 424,582 504,073 | 817,151 1,058,627 
493,821 551,929 | 420,252 489,714 | 786,037 1,026,164 

1954 vs. 1951 444,337 499,305 | 384,276 449,384 | 721.638 951,508 

426,682 483,175 | 358.348 416,104 | 715,788 921,057 

+19,025 a | 424,048 482,645 | 376,793 432,782 | 769,780 967,973 

416,864, 475,157 | 403,449 466,616 | 830.865 1,030,848 
Vom in 
acncneiecanmel | 

—15,161 ee 

408,146 462,96! | 408,285 469,620 | 869.096 1,064,834 
(-3.0%) vend 

e —42,730 | 401,948 461,410 | 399.935 454,25! | 843,843 1,033,506 
( 4.2 /o) (-7.7%) ; 

The figures speak for themselves 
NOTE: City and Suburbs is the A.B.C. City and Retail Trading Zone—a 40-mile 
radius of the Chicago loop. 
The March 31, 1948, Publisher's Statement was the Sun-Times first A.8.C. circulation report. 

The trend speaks ‘or itself 

These charts are drawn to accurate scale Mon ct Pubiusner's Statement was the 
so as not to favor any one newspaper. —% : 


tionally Represented by Hearst 

Jo... a SR Wee wae eek ees oh RSE. FG nah ees eee : 
a re ee tr Site ee — me Neth RP Ce i OR Rh eres Hee a Bak : of ps. VaR ey ce : 
eae a eee, Cyl) Take 612-0 a ee a er eR cant SE att ee pac. Dy oe A Sr has gS eo Pola Ba UND oi ei Sia Ui mr Fire a ae a eh nai 
. va -— pee tk Se ee Fe ee eed a es aa ee Min che tye heehee ease nd, RET | PS eerie ark Be Seles ef Balle coed oa ble Retin ae > eae Ys 
ite a Ha > hey AS ait 5 Sony et, Tes Oe prs Sits sie hae ee Rr de ha. ET Oke pe ag cee ae Fst Gate me hae et ot Fok nee RPC cays & Pay A Sinan Oke MPa tert Cea BPP Aa hae PRMD ET USD A ERnES a .eeecy ee bond, on 
eat mee = AL x Eat Ot ed eb ee et Oy Se Sata ee Peak ee See ; nga ROR, ora Benen pa gem ed a Ua se epee ae me ee cra all DRS rea voi aay Me A ax eeeey es ea we Tae Tee aa. EN REALE, ome EIN Vela atest es se Reo a = 
has ee eee Mier ns Pee dy i gue aNd Cig eee Ne le TERE ht ae Doce ee ea eae eat we Bee OEE Coy SN ere en EN Page Rien PMT Aa gash CLR ey ne ene Sve EN ae AG ee ee ta p> SAR oe pe By ae ee 
Vg setn te Ns te es ae Fa Eee petticoat aa p sg IS ip Cagle nr hee gS S a iTS ip sont Das See: au oy big Rr ey a Ne Tatar ha ening Sa dis Ry raat vs Min Av Mb SM Sek Sete a Cit Pen cs Keligeres ce ee, re, Fete nh Bee rs ets, ES wet Stone a Bet, See ke ced ge Seis ; 
ARC seta es (age Fe Fh ve ee Ne! Be earns! rakes De a a a NE et me a ee Gate Ye fie eo Ss AR caret Scat ily Py Oe es ee ta ere tas PIC Kroc Witla Seka RA Pa Ps oy Ree RS ete St ed, are eR o. | EaRS vad emt Yee en Speer fh ee” het ea ee a plete ak La eee en ates 
a Be sak) eae sci yi it a Uae bgt Nah AAP Uw Che eo te RM tee. St ete ieee: Bay nig oh es tupeat aaa FE Soke - oe : ge aed ne tr hie Son) Pamir ee Sao i" Se et a PLIES. ia eee tome Ree ar = eg ea Se eats 
ES ok ae ae ates wie Fe pa ctv” fe eet ie ee Dede bee ere are ke Sharer PAVE eg ete! ae Hear, rig Ae ers Le ED Oe oe hast ade : iat eae (avy ee ae ae a aa Basie Be eg tug eg een ee, ras 
Bie te Ege MrT, © ke een eae, : Sain tre ae gaaee 5 POORER re oo I I Bani S sane aye, -: oS eae eas PS TS ‘ - foe 3 f : ee eo st earn aie fe 7°35 23) ore {aes : f mo ) 
Cl de Rye Bk <P SE psig wah Rte RE Bex oh eee Re Si agg 8 a one ee ats Ameren. 7 Re erat Tel af = ee s nie By oat Si week : 2 Se a meet ein 
pet. ma NS o — - : Mak St aie sah gn i SO © ae Pp ee eee - a : A 5 rt ' ny gu ‘ ees ote be r H i eit Sewipea 
Se le ‘ ; : ‘ Cel aoe ‘ ; | 
Me a: 
ie wee at 
Bt <i 
eg eke ’ 
ai Ba ay 
ee ay ; 
¥% Ete 5S As ; © 
6 Ra? ane « 
ee : : ss ans Aer PRET RS ae 
sf c a j Bae ae ny TS ad Mee one Sah ope pe NSAe RES CS . 
> : SENNA oe UGE SR ee a he A RS SOUR priya ar a ee at or aes TRS, ass See aTe P Magia ts 3 Socata 
: ES NE Se Pere RR ere aes Eo Ras SE Esta Wa pre ee oe can Se fete eae See Sas, 
= Pree 5s Ree ee Sear See Sauer” RRO RS Sats aN a RNS ie eS pe hos eee ee j 
ee Ee ena aa — Se Rae SAG: me eo ee ss cn ee Sse, pe ou BEERS ee a oe . 
Bots eee Sah age AES eae eae BAe ao See ECR oe EES GS PU ae Se SE ee RR RE, Se RE BY WN aa ; 
“ip! Se SEM ee Ce See tS ON ES Cy aN Seem ce SRA TS Se ena Se SR esa a SOREN EERO Rie RE Deane bor aR NE NEN RE St 3 SF ent Se ; 
weet SS SOROS, eaten SAR eee SES SER oe SE ; SR Se co uh es pets : ; 
e ny cee SE See Stk SR alten the ee SS Utara ee MBER OR oe NN a aa ee 7 
Re oe ene ne eee RR ORE BARR og SoS N ce age 
foe 6 eS se ree f. eS patratatas cue unneeoe S SPER OR ah ON Decne Shenae Reaaceatat Sete 
SS RRS RN aa ee Ses So : SN oot SSS aaa Ngo ee : 
7 oh, MR DR REN hee e SN RS RS TSS SO ees Se eC 
eontltenn Ot Se ; Ses Baie RE a ’ 
eee gare RSIS eo Lien ea a SRE ese SS RECS og See 
ra ae Pg Cea es oe. Noa eS aaa ee Se 8 Ae Rese 
1 aa OEE ERE RS So SS xe RT Se eo 
Gs SER eee ee : $e heathy REE ae 
ese OSA SR SORA Sea Sh RSS ee aceon 
ae i Se a Bee SRK So 8 Sey 
a SES TREES See ae BE PS RRS mynd te 
Be es ee Boy 2 Sot Te ue ies iy 
0 ESSE ee A See aa Be Sak Se RE SS ENG Rae {aia 
Pee ee ek Sree RE eee 
Rem eS Seas ee : Soe Se Seige aoe ae eae r 
_ Se IE OSES OSES ? Poh Sosy : : SSC : <t Sara Reece SNR oh oy 
os oe = oe RISES ee eae ee ao ane h  e  E SA Se: ee Bo eae eh ee Os 
. Sy SRE eos Sa SERS EOS SS a Eas Seer oS aA SC ee Eos han see AE eae ee oe Be sees 
oe fo me BERS aoe ee ee ae oe os SEG Se Ss SRG Rie AEE 
Bem gaen nts Seanns ws eto Lneiaace e e SSO. Ra Sovaeaaee aes FS REORDER Sia SP Ree ee erlbtenaene OS aes Betray = ata: 
eran: Soke Ca Rao eee ee SSeS Ses pie eau eee SC RR ORS Se a ASS SS SR SRR fo SR ee mS cat eng 
oS NE ESS Caearee neste es SRR ee es RNR SSC OR a a ae ON BRT Se i oe EOE ED ph aN a 
atk ahs NAS SR eenae Se ARNE SS oe eee cee han ine Sane the an ak Rass Saami Rann oh Nena ee eth SN State ONS RR ee cae ee SR heeeer 
ie es: iy Se Se oie ee oe Rae aes sta ot ea ana cama Sc aes RES, eee Ban Sane oe + Pa: 
ane : ee Ges we ae ae ee ee Rees ck SC ee sates Scene es es Ss Sar eR a eS a pene ee saan re 
oe Mi ibeai nce aa Sec eins wget amma Sodus cen neta ae cn Rehan isemn oe as eR oy PRUNE ¢ Rinse cee ae Sot Ta Sage ee Ae ¥ 
say ss Ga ie ; Oe SE ce ee See See we a sanctity Coie : 
BG Batch 2 SE eave aN Sat Je REE YER EA PR CR ey Meester eh ce ee ey oS tae ae ; 4 
ae Sige oo Seo ae z) Ry Re i os aio ce Pp rakies ¢ rman ae os - SS oe ? 
: PE ei nh, MEN RO Sal eta RR oa ORR cheno perenne SS 2 
i Aipecuss, ede io RS ota DIET SSR See aoe = 
PB is FS eRe Pees JSPR ee ee paren ea 
- Be a Ne eit oak bY SR ae Ra ea ERE ES eS eas ‘: 
Basermtie ie Ret he 2 2k ORNS Sat. Se, Bae se ae 
oo ener saci aia Besa ae coe SE on 
SRE, oo ieee Se Sa - SEE ES BR et Be 
Se ees oe eee ae a nee an Se Rs oe ¥ 
oe Sete ase et in "os Thee ne Pe lyineie Seceee te es Rees nN SSS 
Rice a ee. ee — as Se Boe ; 
ne ae eae ae Bel ea BE mae Sean ee ' 
: ‘ Bones oo ees eee : aoe OG, SONS 5 Ae Shem = : 
: 5 SE, Ser eer eer eae ras BE REE N  oce aaa 
ee. Peters eee fe en eee SE re SE ac Ree ERNE SSR ae dee ia 
Be hl Meo oS eae te eS a RR ee cag LOE RS Bereta E3335 os BR ER oR RES ess «ata nee Pe Ruan § 
a as Boat eens reves promeeeneecenar ters RE SSeS Sahat eae os Raa mas ahs Santo, trey eae ae BU Ree DRS 2 FRIES SE RS Oe ern SON oN Ssh sein aging 4 
nap fee Oe, Sema rahe an RON Sa He erage OO RADE ORS RNR I RR weary Re Nua ase ced tn Rare at Seen Be ieee oe nace he ye Re i coca en Sas CRT AR 
7 saa Ry a ee So Serres anes Bes ary aoe ee EN eeeeee Perea ee te SRR SRO eR KOR RR Spica casting gua ous cong SORES SS 1 Sane SERS OI REC Sa Re ES : 
Sent e ae WSs oe tao ran ties tee a ae PRES SSS SR a arenes cero ER SAREE eae ane ems (t «6S SRS RES Gane eR ae ee She Cae: ; 
a ; Roar ass Sees BR RAR CE Os ts Ree ge oo SIR RO ae ae SS aura chee ence See cee eae SSN eas Ba hehe ae ee 
— Mt RES Ty Da etn RRR aaa an RE NRE ae Rothe ane A ers is See: Saree ant eee Svs teen eh nee Rare eae res Sieg Biante e+ eRe SEAN ERE 5 Re acer hn el Bas 
Po PIES RS ORE SRN ta ee SS Sa NR eS ON SSES aE A Aaa ees Gamer eet See ee ees Ge SS geet’ ct se eS Spee es ea ( : 
an ieee igacegtencice etapa Fe instr ng ssemeeaa STS i Be Es TR enh aatints oe ae So Ne SSRs ae veematan ees Re Sse Bree a cao 2 ee eR Ee Rasy ROE MRL Es RR ee Ee SERN RRB ht Paya 
eae eae ae Se Sa a tre Nan RR ee er i ot a SSeS OR eR RRR ee See Siac Comune Oe ae Oe Ie Sr : ae ec zee 
men Rg Soran EON ca Rg a ra tea ata Bee ae PERERA Oe See ee SR eee a Baaeiater  gacs, sts eee See c past Best ci oe ' wal 
—_ Sve the ae eet ae ot POPS SOON oC Se ie ae EOS SSR Se FRR RSS Stes DS RN rene Reta nuan. Shera tee eRe SE eae Be eS “Rees SRS Cerna a sate 
i : she aaa! co ee SS a ee ‘Cia take Gece See ee gOS Bes 5b eae Soe eRe ace Rae gaa ee 
us Rte Boek Rees eee Syria. ees ays eee Seas tae eet ~~ Aeoereenanae See ig aa Soon arene Sees ‘ Pease es A va ag 
Maire ei 36 he i at ees oe Mebikestone ese Sienna ce poems x : : apr end NES OO AR eae OS ge 
Se ee Si Sa ap nines Nea ar Sais meena RoE: See ik eon Oi Pee 
ie ere : 2 eee SE Sta Se Ser a sc) ; 
Bes te Pa sc He Rea Paes Ree ey Nad 
eae Caer Hiss: Bea: see ral oe: ame - 
a putas ee poe 3 is; ee ipa con aaa j 
Sevens Sie RS: Be oe, i 
. Sear Rea ee Sante Sea. ral a 
ae espe ae ane ee ay 5 ‘ Ee ae ah 
2 eee en ig tet eae Seats 2 aS ton — 
lial SN Ce gaa ts , SSO OL oe 
hr CANE a ec aaa See Bvacersy . Sete pea eta - 
ae Bee ee en Se Sih Pei eRe Sg ost ca tac SUG Seernes : Seater aah Gratis, ness ome ie aaa Bee 
eaten: aya SE os eae BESTS SOE ORNS i Se 2 eR Soe Mean ee Sec. eer gusta at ae eae eS eee , | ais 
Bis cg et en kaa en < eee ee ate ees ey Ry Pc aati Pareaeate cel ese ees ga Sa 
ae oc: comaik s eagkearuamae et teak, ee nace se Genes Sue re ea Ne es eh coo ler eee ae ee Peach, Sera, 2) eeenann care ae £5 nee BPR 
ait oust be 2 na cat oss ecie Slt agp Santas Sa SRE UP ri Bet car Nr a age hg Rc os eS yaa eG ne IA ETD “aye ca a rie Cree ES aoe 
wees Ta eee aR NRA cae ots aa Rae Ooo Se aeoNs * e ERtee eee Mpa. ey ene en ag nel , . 
S ’ a ee es Sao eas ; ‘ 
girs y ee oY SSS STM ag Bd” Aes ces tea aS ase a aoe’ 
aot oar j / . % 
Fotgthe se a 
cibaeins : 
cae Chissr 
> ? , ee hy 
w ~~ — 
3 J 
Wind f > 
ae ‘ 
ep aa ; 
Seer ——— 
: x i ‘ . 
— a 
: eps. Sar 
_" y \) ae 
= S; \ eee 
a9 ur \ 
ee % \ 
Nee et Ep fs \ ro 
es & \ noon 
g ea 
; r sathecte 
F ae trae 
ok as ti oc 
ees ae a 
= eae iy i 
pepe —— = 
SFP om 2s 
ae yee 
ist oe 
ee et: 
ey sais 
Cote nas 
sure rane 
gee Se oa 
Lay ° Pe, 
. Ss S 
ee ty a 
ee EE ret 
ee 2 aa 
eat cy 
ml the Be 
tee cade 
Pe +85,042 ee 
a ° Pies 
rane (+21.2%) 
% Aeet - Ps 
peal ri = 
es ~ 157,556 Bice y 
° me 
(18.7%) . 
“ a 
se i 
> ss 
1954 vs. 1946 ea 
ss Dente. 
. 487,436 aes 
Ete } ° os Ys 
eee (113.7 /o Be fe 
a eds ae 
es fae 
each <5 
ee ae 
oh 4 
ar ocnnaeananeenl ie 
at 6,831 99,750 
2 ° ° é 
— (- 1.4%) (— 12.7%) | 
si sisi 
ere: . ia ee 
ee ; ae a 
ay Set 
i es eg 
se a ., oe 
eS ; 
per 7 ee 
rs eaten titel wet AA Ana qummmmenemees : 
! _ 7 — ee 
| . | four 
| ed eb SBE TERRES i: } ae 
cae: poe 
Benet it Va 
Tee espe 
eo, a san ch) 
Se aa: ” ths 
= oe 4 
= irrcie 
aes | “J eee aa 
S | | meee ss 
} % 4 700,000 | | | | ‘ow e ae 
’ eehed +3,530 | | bet 
SS ° , PE Bi 
dite (+0.7%) ce 
fab Pret 
anil eeccee seeeee 2 
ie | su, | 1947 mat 
ae Baer 600,000 at ON -Thgp 2 ee oh 
ae - w= 5 1946 a 
ns } y, 
; 550,000 ovosed - #deaes 
ore ‘ : 
| we r eeeeee ** id 
ae ao 0946 | a 
Rs — ae Re 
; i eeceee weeeee 
seeeee eteeee 
pees TTT TT tenn Bt 
| : ; 
| ¢ 
| ee 5 
{ ; tras 
| “ comms ri ‘ 
| as s bed : + te ae 
+e, $5 LIAL FEL ORE OTE COR OC EE Mp gar a to pena al © PC RI tt Ie a a ae nee: : estas 
ee ERR RE 6 Se Gene RTE EOE RE ERSTE ee EC AE pe ae ie a ae aha eat ta , — ~ ve oe wel, Re ie eS : : Bence Saas 
Pixs Ran enone Saeen: 3. cede Ne eee a, BRS aca ne ag ng a oh ee eee eee ERE eae ahi cre rae ae A : Dm ofc ee apres es nore SRE, ; as tee ER 
ae, Sa eerie Ep & ae en : : ie Bene e peice of Be eR . * Bs Spe i i Ses a ae : ns sie oe Doe #3 ‘ - Sik 4 ' Ly , - snes Loe See SF Sorglas ee man ‘ 
: Sees Syne tee BANG os were eae a LOC RE RO neh ee LI aan oS SR Ra ae Se See ees re ae eae ’ Be ele a ee : Soe : Se ae om 
| Wes cue She eee Sate See te eee es OSE Spams: sthcoe ore cman RSS nog eons oe ama es ea ear 3 Se a Vics oh fn A en tS SHOR os Sea ee, Sikes nS, : j ry ‘ 
~ Ss ovette | wy eae Oe ES SS RRS i a Sar ee ER Ne oR OO ae ER aR OR Ne 9 
| " padi sso PO elie NGL ee RO Bo oe Se eet Sakae sn eee eee sitet ter a eee te cn a ee Prcgareramics woe Ss . e ee . is 
baitge from See eee “ag SP its Fo vhna Sent ACR eng hone ee ea as Ee cae nc tara eer Be ; i 
a rai L : 
Eee oe, 
| rae “a : ies 
J : . ge oy er a 
hea, ‘ ; ik ; es nce : Sy ee al - < So ge be oe 9 et : d ; : 
a8 F a e i na 5 az ae ae ‘ ict A a An Cenlahg Spt, . Z a reek ak te 
- J “ ’ - r ih, $s oe ee ie tee w) sy ee ae ie yy 
Sio8 See yh rea tet Be 7 . ON ae Se ee ne os fp Oe <a eee a 
= Samar a eae Np ge ee 

~~ Hig). ights of five 
of the p: evious Saturday’s 

top colleje football games! 

@ 13 half-hour films! 

@ Less than 48 hours afte: game time “Touchdown” is 
Air Expressed to you each week! 

B “Touchdown” gives a seat on the 50-yard line to 
57,000,000 ready-made customers—the nation’s 
vast sports-minded following! 

Stirring music and candid crowd shots con- 
tribute a real Saturday football atmosphere! 

Phone, write or wire you ~*arest M.C.A. office YOUR EXTRA SALES POINTS 

immediately. First progra:: scheduled for Sept. 22nd! AFTER “TOUCHDOWN” 

NEW YORK: 598 Madison Avésive @ The appeal to TV viewers of all ages 

BEVERLY HILLS: 9370 Santa Mivnica Blvd. enables you to merchandise 

ATLANTA: 515 Glenn Building “Touchdown” with terrific sales impact. 
: 45 Newbury m You ride the tidal wave of newspaper, 

paareaiten a8 magazine, radio and TV footbail news 

CHICAGO: 430 North Michigun Avenue that maintains public interest at a 

CLEVELAND: 1172 Union Commerce Bidg. high peak throughout the season! 

CINCINNATI: 3790 Gardner Avenue 

DT Sk aR a ae FT, ermaeen: RO mene tay Pe POM ere Ms =a ME Abame ahh ams og NE WOE ‘ MS aes dag oe Spe ee eee ee ee ee Me IOAN Ry ae Me iy oh cin NPA a, Cabra ANIL, “iin, cme IR Es OB AE eg 4 POEM 9 ace ae MRIS Gin BCL VY NE keener es SLC a ae ag Tepe RAT, Gig ehn. DeOer ert ets oO eA gig Pet Pr 
gee Hoe ag Pee cia) Na toes Saher Was 3 faa Agen SG, croak oe at 9 Share oe ee ang acy We ee Rg RGM! «Ain SOY APU oct oie ear AAR OMI 38 nei ER ERY SE Erol a Coe ie DARN Ry pig Co) Rebate a ype PO aii aces fee tN Barareh san 8s ; : at Parag | bees Be aig Yn SIS BREW Sac gt ay 
se ea eee ee ON Ob remanent ih ARATE, Sie byt Me ee Rn SUMS E Py yong ieee sa ee meme ae we sete, skeen UEee E. 5o 0 a, gO eR ae) a gr tne Mnnt ae Oe eid e-tertN cae Wee ana ene ee eRe re SLL A Ree ah eee Lopes if et aR VPI. 9 aD we A Yaa a clap NN eG Fh A arth wim ng deka ARC Te in oh Sg Pa 
Se Uke Sag ae Saag sgt Noakes otha es eas Pe wee as easter ie As eee Re tee Seah ecgas igh oUt y, hah eS Be de a OMe PA er CE ES w saa MUR ae catia Megat 2 eer ansy ats cos Ua a x 4 a SEN ed Peake. er eae ee 
ne ee h Biber eae = aa Je ra OY eh, aap ae Hale Date nle a ele feveamaseeis 2 Pee RES? PE oes Spit as aN a Be See a a scat ; ae ee rete Cte ae ise yam os aa 7b “e Rita a : a Seen: Picker Seapauat Sever cath ee 
Sik. aun? amet sl aii oe soins ety, Sorts | ree ei ens ae pera Meera ty piece Sew Bon ws eae Deaey Caras oe pics wy Wea Raine ee Dy thee ae me Recs es ip Sto as, soo eee dye Ro eo coe ie 
Bape 3 waa ay be . - Tahaeee res ; : rie 4 ude aaa : rw ae net SRNR ety a Sao ogee Fi al? ae yO SS Neg ee cee ee ah TORE ed eta.” = COMES Tier eee Phage autre Ry Yer | Tak a Se Pa a ea ea ete 
rcs er ee Seung A Pe Gee ee eee ee : Astle ae aes 2 Ane ae een ay Fe Apa ae neh aes ne Ae eres Ee ce A NW i see nr hy tee tha =e See Nias Sed ad). Sot ememremimeyer FS TS ete Stet 
sence : : pes = got ca" Sle al ea 
oh eae . 5 lier aes 
s be a eo 
se gs 
j 3 
2 % . : 3 ny is bs . oko: Pee eee _. aN 4 “ 
ea ae es Se a ee 
? We Se £ 8 pete So Piste Ra: ee ae es : aan 2 i . 
ge i Ane ees eS ; eh 23 ee 2 f 
ee eee ee { 
pe / . i . 
| 4 a 
= ; 
= x. et 
- - \ ‘ied ~\ a < age 
~~ =X \ \ bere + i 
3 ¥ on? oa \ — 2 { «= ee } 
7 a - : ao \ = =, 
ee * . f - \ \ { — 
Be = : : shies lati wo - * alee a" a i +4 ie Pe 
ee . <a oon’ / | 
Pk ae et a a .. gah p “ae ne | 
oe il ; ~~ ,' - + Se aan eae Bie A cn. ts, ee . 
j ’ a “ \ » \ a - cede US hay - res oe 
e Soe i ee \ as ee i bd F 
ee ‘ ode sai he ee “iil PES. Oa eee ae ee : 
" ’ ceil Pe ae - ae, Kl | 
au Ee ee ae i 3 Ce ae : 5 
Ge , as ee ‘ ; or ke ‘ Se 
ae 4 ‘oe sg , "ad — Ea: in eae ae Ean of) 4 
Su 4 acs er ea Se teas oat 
Re Aa ‘ iv iY ¢ \ - Sac eee ee hed ASN: 
eo ' j ; em — Be rs ees 
ues ; a , “aA. : ' -_— Ys Sik { oa 
oii ; ’ or : i“\ \ va ~ 
ar aes 4 3 , “ail * % . ssf 4 
oe oy 1 oy , a ~ —— e oe 
Lee Rees et ’ - ese Te xv te [nd Pg “gol ——— | oa ie 
oe ok ; > a - ‘ oc a 
Re “ey ee a P r Sent >. a 
soe e < se , i Be te mae ‘ a =< ore - -_™ es oe puts 
Ae : aS te. - ahi ae ; fa oe a. r etn Z 
ae pean ae : a: "oe « wee seis 
ie ; et rs \’ xa tn ‘ ie 
ee: et oom \ of. 4 al : oak 
: ee ty i / ré : Ree 
RS ’ j i +: Ra <j 
- se — e : A <- - 4 arid as 
eure = ease y ‘ om 
S43, ba ay | oe : Po 4: = 
ees ge a , , 
me 3 7 : a 
- 43 5S. j con's 
Westie ’ ; — 22 ug: oe 
reat F RS aS Sia ee , ae cie 
: . 4 Ps 4 : 4 se 2 
i _ oe aw e- = . 
a : Sas eee . ong Ae 
st ; * bees bee . ad . \ anon 
ie : ~ 2 sai 
a - . 
ot Fae. aoe oes 
sal See ee TY : itt: ae 
ee g ome. EE cies ee we 
aoa erty ee * .. ; 
pages : x une 4 : ce aes s “ee Be. 
me ‘ fb a es 8 fe Soe eee j seat 
. te ‘ = ee ee ee" | apn 
Wy NE ye. ; Peas o . x % ; 3 1 uae 
sie . Ss ee a «(| gers 
Rare : . f ene ..,, ete ‘s : oe sie is 
uae Yt - 4 fe ee i al 
mee Sf tare Ree i ee oe. * i ee | cefoes 
. ae 3 ‘ foes. Pa see fd ae } 1 eee: 
ieee) mee: oa , 4 AN oon ee ic a a 3 SN ae an : ce 
aes —t ns 3 : en bee eee me a ‘3 ‘ ee 
<a - i] a" . ae eae PS _ piapl® ge ieee 
Tee a ao Er ae be ve Bis: ae ae ‘ eee 
“oe — 2 S : en: shee Some. oS eae ‘  d s re tea ’ pe 7. ° SRS, 
eo , . as s eck a ee ee oe a : * ae a / Meares 
ee fe eee Bee Tk " t LS of ies 
oes i pape a |) a a * ° ‘ a abs 
Gat 4 o me, hee Re ee a heuer Si i . a gs Be cea ae & ° Pe Pee 
oF. —— me ; ee SE ae Aes ee eo ee = : See eo og Swe + \ a go at . J a Vis 
fe A i 7 q of pata i: . ee J DAG eke ey. eee . Pd ’ si aN oo 
ee . i : Lay tale Sie La ee Man ee, eee 4 ord 1 Se ; ~~ i ‘ . a . git 2 : ji 
eka ‘ ‘ eee i ee, ee Jae. aes im band wie aleve ail ee 
a [ ie ££ 3 ee Cle a want i a sie 
a 5 iat Ro ian eee vee a ee ; a: rs a fs) . oe 
Fe § a et ar ean ee ee : a Sr as : & ee suis eae P t : 
Ad 2 hae Bea Foe Phy 5 nn pS Cae : RS, i =n sane RES Shy tee - : ais ae ' . Sige i * ce ? oe io 
7 : Sched is PE ees tno oe 22 NS ny es : Pe eee eS A Y Bee Yet po + Sug ss ami ens 
; ake Oe aie ee er evo. a Fz Bc ee MMe Fi be wee Ae | py 2 
ead % “el ee: RS Ged 7 ae ar oo ae | me a ea “Sans ah | a : » a sae ee Ba ae es os 
a vee a Pee ree ele, |) ee Bo. . see ‘ a "ee : 4 : ieee ¢ i SET 
toe8 Pi ee he 2 $ oie ee ie eae i i = yi aa ois ean oye Pg Sie iS ; oa We Se ps 
oe io ie pete wees z: Y ae. ee ae < a aaa ie >: , oe a pent 
oe i f: ek tae ¢ tb: es a ues a oe pee ’ a : Bee is Pe he, | ae 
: eS Sie as é x eS, ss . : it Es = Me eo ELE OM, Soiree 4 eee 
aie  __ a] ¢ : oe > ow 8 = a F i RY a ae 
ae a i.* is a er — foe Bear : bess a ae : ing a a eee 
3 ia ig Reo * \ i ules 2: on e Pa : . : - we ed 2 A : re # - Bead 
oe Beat 7 : — « nek : ae = 2: a : ae S ; ee : ek se goes 
: re a ial er eae te te ae rs j al ae. Meena cr ee ae edie : 
eee ; Pid | \ ae * ~— oe ji af pag eee es oar : ee te ol ae ee ge ne 
; ae Se 4 » ae : ¥ bi ue % GES Rie a sa : . ‘ oe Bate ret 4 z je Mae. <a Se 4 F £ Seat! 
ty NF ae *  . a ™ e he J x ms ties nee “ me F “5 fi ‘ ’ iets She + fe ae 
‘ ‘ fF : >| es " , 2 2 am — it 5 : c a 4 A ‘ ee ’ see Baas 
ee : my : 4 iat J ‘ a : i Ete ; ae eo i ne rik ‘i e2 o re oe 
~ ’ C  —_ a . e : is ; : : oN 2 ; : eos ee : : 
; e) eh Bi. ee? Gem ; Se oe : ~ ; oe Ree 3 . } 
. rr i: Renee a Le ae Ree : Gy casey Eset, Mee ae 2 ra : aoe 
pees ex a ae peeks . - 5 anal Me. et oo 5 ‘ % si : , .. | ee 
é a. Sree! P Ph ee : ‘ F Big ger? eee ty +? aie Ma, ; : . | me 
3 ee ts: 3 ee te aa e A a: Se ¢ 4 ° 7 ss 3 ! eee 
oe oy : 7) : ee BED a SS Se eae —— “ESS ke f - : rae 
is («he a us & —— ‘ ier le \ —o — on Sieg  , : ee 
bed | ARE ey re ad ae 1 S Bes eee ee a ee one oe 4 ww % ie . f Bi " 
ie a 2 Bi Ry: & (De Jt FS ees: 2 oy - 2 . § geek — ¥ “ " 
¥ : Thee? Sa ‘ — es ' ishyen, = cs ae { a Fe yg < : ~\ cone ie 
“ares “ he, saa . ett. f ss ae ee ie cd ae a © a e Me Be et ; He, eho 
ak os eo oe ay Pot oe . a — .*. ts ae - a ree 
Sate "hy Fives oe en es 2 < “tiger Be ae as Bs , i ers Mert es ge . u } ee 
ag be 1 We ase weg oe # é Fae Cpe: gS or ie Pek ec ie ae nee setae eee, “ . ae 
ak, aap = ys or fi Sica BNE yi Sera aie PM oe apt Ze : at Beene se socal tS Gea vee ait Soc eM § SL > or Se eee 
ioe os sal t eee, Se as rs See) teaicaia nmemricgs, eo . Po ee ae BS aa a ah ee | ae 
a TP ‘ DA ita a = 7 ste JS Sart Faas ha es - a 3 2 Be % ‘ Het ations? * 1 % ae ea 
= ee, 6G eee eee Te _ Abrilliant, exciting commentary e famous eee 
pie e; ‘ 4 ‘ vas zs 5 SS Saat aoe eae ea . saan Tear ¥ Se so oa 
er ae J es 2 . ML Oe aaa Ieee : : z F 2 
Nea os 2 lg Pia et Ska ae * ee os: ae : é : B Sa ee | ; ome 
oe; ee BY eee #7 ~—sveteran sports announcer, Byrum Saam! : pees 
aes TRE tc > te te. a eee. : — 5 is 
haves oe os ee ee > is ti, ya Sa acrid > J — F j ; ‘ee . ‘ ; 
tee, ic ted Saat te Se ey j 3 i 
Bae § Pee ee, ae ie | i ok ee I ' , ; Ag ; ! 
pee 2 Cigna Ae eee ae. ine ye "E . ‘ ; Pore 
mame : Bes ened. > eo oe 4 ee bgt eRe ts a oe Bs , Sia = * AY &3 A a : ‘ a in = 4 { ete ah ka 
aie Me NM Sige ace: aaa Betas. a. eh, ie 0—U lo i , Sa | es 
a a a Sa eet: Bee ee 2s ie fe Gs Pe v. a : ‘a ee ae i ok re , agge’ Ra : ae 
: fs aS { ; 
‘ 3 a . 
3 * = 
é as a ‘ 3 
= 4 
es ui a s : 
ss “nig Mew SS : Wen fee ‘ ges i “ie: me 
2 ret eee eile f ae aes 
+ 9 A %4 peste y ¥ eae * ‘ ae eee tee 2 om -: ~. 
RS, Be ne What POS RS Ie ead ee ae 
eee i Bt: 
SL Prd Ange 
er i . ‘4 x. « . ee as 
igh ] er ed i APE Ce ee ne or ave he aa ee . Z 5 Be aa Babbar iris sags) fate. de ee: rie eR PP Aang ai eee ila Sn eek cee eS See aie i a8 ie rhe , e t Re Leet: ‘ 3 Sp. i : ke 
he Bah PE he Sogliheh ME Aire Muga oct Mk Mae Og Bie Ce Taha gine ‘ ie yt Ros ae a em Bn keh na eat Lod amet ee pis ae = Mine aa Me ee PE TOUR. nite irae tes eee PUES Yoel ae Bia re? gi Se eae re he mile oh AMO re 0 ma | ea ge ae BS ae, eee Pe SID Ley A: & Cal yg Coes one ie at eM z 



Current Summer 

Replacement for Gillette’s 
Cavalcade of Sports, NBC 
Coast-to-Coast Network. 

m@ 52 half-hour films covering the 
nation’s leading sports events of the week! 

@ Air Expressed to you every Monday of each week! 

—™ Telesports covers them all— 
golf, tennis, swimming, boxing, football, 
skiing, hockey and many more 
exciting sports events! 

Telesports Digest is produced by the Tel-Ra 
Company, the nation’s leading television sports | 
organization. Tel-Ra’s roving photographers 
catch the action, excitement and drama of © 
sports events as they happen. Commentaries 
by Bob Wilson, one of the nation’s a ens 
news and sports announcers! : 

THE BEST IN TV SPORTS COVERAGE Phone, write or wire your nearest M.C.A. office 
WITH “TELESPORTS DIGEST” immediately for market prices and audition print! 

m Coverage is complete and many times exclusive! DALLAS: 2102 North Akard Street 

m Whenever possible, well-known sports DETROIT: 837 Book Tower 
SAN FRANCISCO: 105 Montgomery Street 

personalities are interviewed! SEATTLE: 715 10th North 

w “Telesports Digest” offers extensive ROANOKE: 2110 Yardley Drive, NW 
Opportunities for tie-in merchandising NEW OXLEANS: 42 Allard Bivd. 

* with other promotional activities! SALT LAKE Ci": 727 McClellan Street 

CANADA: 111 Richmond ‘‘reet, Toronto, Ontario 

PO ws pie EEE A Oe pf oe Bee ame ti Wer bd Pay eM gear f eee Mt Oe 
Fe EES ig agree fof GAT s MSE ad Brae RINT Me Sadar What eRe gat SR BASS CA AOC PON MBA he ener oc TR gi et a i OS Urea ND WE RS es 
TGR ae St, Ogee ae eet gh) ae ee ep denliag Me Neg See epe > Sh CS aha ete EO a Moh fc ede, cae cy 2 Mee et ise Una out ic Gig Sea oe RA ath Setar ow = ag gat tad hy. one ee oe et es elas ae gt EE gt er ee DS ED ok 
Bik tavce com uea caahe Reem, Ua SRA i Phi 5 acai toeten SGI Ge SLAP ger tae Mie Oe RE Men sin AEE Vhs acm Maa eee en PRs SRB Ce oh og ase < renga Nt Oy eae ene eas aaa So on Ne X) (Ee Van at caer og Ot a 1 
Bete Png BRS att be es Pie aeeS sd ae: pari opt ee inch MOWER at aati gen nica kis ee aaruia ch oS RE co ete Re OM Ng Gta rien BPC at ee ol ree 2 SN (Es PRN ry ; Sete SOB etc SO MN a Sal het ot, 
pt aon ‘ se iG ep Fake ee as © Phat ihe Ton eee Oe Poa ok ee SSLan Se Le = ang 0 ERE ONG agra 9d op St Me ee ee ket eB ad 8 SR tae ay bo Nn ee ce ee em seis at Thee se oh CaS eaahinte we ide Capel eine bee eel Baten t GAM A tants ta t's ° bi a ee RE birdy fee Obes de oak See ee ean tPA 
Peat Chee ae eee hoi Cr ieee AL Sas ty a Sa Se Roh aperida pae RRS iS) Se iets: bed eee Sea SS Be te Ry Sep et eS eae ius oe ail Sir Phat Sea a Us et ree gh ry abstr ot ey GuUaea a pts Ore tate Ne Cp des Mae He Sa 2 
Pegi Be Marya Hoo SAL Beene Rea eos WAIVE St Sere Wee ae fe erro na Nona 6s gl eee eee ePaiiieg. ur cone Beas pee mee ss toa Whe as wae eee er Rca eT ei. paella agin Bite, Sai tat eel aly ea cae PEAS stig Sea ee, BE Neds teste ere PO Nps hes 1 EES tenet Fel BE, BOO ge Bee Bam eat eae 
TE ges gaa aa eos a a Rene r es ie a a le PRE ities a aac mee Shen Ge gepekee 3c ao AR ete). ater eck Se ie wea tee 
TREAD MG ita gitar rc aia $F eee Y ; as fo Conair tee coe ee neees ie «em EES iD Sos ae - a oe Wi Ae Gee ee Re Bae aie "y nD 2 eee ges nc UN aes pag oS fs Ine Pine." Ge vee YS ass Re Sn ae eae Ae ee 
rd St i : ake : : i agai UR ae atte ee eras te Re haem, Big FG 2 : Sie iaee oo eles at Be a ee ea (ee ARO" Bee ee ae. ices: hae 
ne eee < oes higie pe see RB a tare eae é i Bie as Sir cabo rd Oe a ie ee ha pPelns 
a: * p ee ae i eee ae Meas Byiss ae Sips ia MS . Eom ABs ett ees 
Be . Pi see , A eee Se : one pore 
2 a . 7 f * - 
Po ee , v4 ny A 
= eS eae wae Pe aes, Fey 4 ae . 3 ‘- eA : by eves Rk 7 
eat anne eae o* ; . . se a OS 
. oN OER . eS * ~ , = 2 ‘ 2 3 : RRS a 
Mae ed MO a : i «9 . . 3 Me ee : 
vs - 7 ~~ ‘2. “ ‘ . 
BR Ses Psy 
: . 
a8 a “a 
bf SS 
A . 7 as 
4 Skat ain ates : 
gy PES MPCs a Fo Bs oe F ey, 7 rs oe: : 3 
Te ee | og eee 
Rigen Ce & Bes Pais ca 1 eee Aes, 7 os 4 i. ‘ rie They : Soe Sade 
cS ae ee < ae See | Se eee s é rm B20 8 5% a ot ere ap ae 
a eel ak eae ee” * 2 OT ee a ae a eee: re 1a ET ae eee 
a Ga ere: 5 = 2 : eS Oe A a ee ee “4 7 ere. ean £ es ei ie " “gals cys SN Go IC a 
pat eek: # ee ght SE en whe i — : a abs 
eels aa re . Rem Be ... re j — <<. ee 
ie ae Ree eK a Me Baise he Fe, sen . a at ia eS z 7 
eerie Ber kore Ae ea ceosug as Be J a .) i 
pei Ac eS GAN Seer een ae Berke 7 a a as 
Pe re ‘a eee er a Se ; — baci — egy See 
anes : spar ee ee é ne — é a Bee 
oc eee res a J ene a oo Wein: 
oe yn 1 ae ee ee ae 4 N eee psi e: — Se : a 5 
eee. eS S } ee oo. MS ae. 
ei ; i. phe LS a Py ee 
(a Pies rte as ERS Du . So “i 
joie Pg ree ee Mone Wit he —- aos 
_ ae ees a a 
gy ae Maric rere 2 c' ae aaa : 
i eee ee Pe 5a 7 
‘eee ee ' : a  \ Pe 
oe ~ oe a a % ’ : eek, oe 
yale ; : — * % i tes 
: nl : ae tS % Pe cied 
es rm Oa A \ SUNG 
ae os Vg ; oma 
: _ { 5 . poe = . : 
ene ia — \ \ 
ape eae * a ce ‘eS ’ 
meses 4 “ . ; Sa meas ra | 
is : a . , te 
as sf es! a \ re Ree 1 
. i ‘ ‘Se. i oe ator: 
; ee : ) +3 s be $ : 4 ‘ ihe sae 
: ” Re al 4 3 ‘ 4 
P a5 aA ce : ,, "7 ‘ 
; 7) ot an 4 , f wN\ Nea 
; — A \Y ~ \ i 
Salsas L e aa ’ : , ay 
Kees Ag ’ al ‘\ 2 & + ae) 
a ae E F \ 2 Ps % \ 4 J ag bi 
soe . r = . =i \ eae 
9 eee 4 . 2 se” Nhe 
4 ‘ ee ae 7 Roti 
ae i , : ‘ , ga \ ae 
ages . : > é fr % ‘ : 
pes . \ \ eo . 
, % \\ ’ af ‘ 
ete , ; oa ee oe se ; NG ae 
a 4 — 7" a 4 . = 
a ee A : Bs We sate 
ia ean ° Bee 4 h rr an: b i re) 
ical ae " ee , ae " ht \ a eg 
ve . Be eA 4 ‘ Be oti: s ; i , : : eae 
Non . Pg $e ogee UU eS 8h ’ 4 ties 
ae f roe ae ‘ aie RereS pee a a q 3 | ane 
Bere sare te Sica hdaemtee yn. 0 aaa —— oe : 5 er 
Be rs Renee, uae .* ae ae Creed 
es j “ fy FROM EE OO tala Cee 3 “a % , teak 
open oo ie P a ES . ie + « ‘ ‘ ae 
pas , Sage a ae . + ee Bs * oe 
a ii egies : ‘ - i 
se re ty a : "ea ? - ae 
peat e¢ ee ae iui $y my 4 Sar a ¥ 2h ° ae 
pea sll , . “Xe UR gee ae 
a — . of ~* . ye vo Ai shine an 
Las ere i A ‘ . x a 1ee 
i iat ‘ ; ¢ ne f 6 35 ite Si bis 
ce & @wN , ; Al Bed si aes 
pe . “ ~~ ‘ -_ ~, } ‘2 3 : o é ce 
ey ay — “ fare! Be eae" le 
‘ : : ae ‘ee ¥y & Fa F Cpe es ¥ . 
i es ee ee ei se Meike oe) ‘4 ad a . peek ans ‘. A, ee a 
bere ei oe Dike ee 5 os cae ee gOS oe ’ ee + : = % pci caw fae ‘ gs 
eee : ; Rie) Np ee ee as oe se a es o . ‘ pare — Js Bree aa 
: oe * ice oe BN) ee Remar es — oe Op ki ee ee oo ae é PT eee a ae ae res ie 
sei i | oe Oe ie : = ae : es 7 ee ce i m ‘ ” rm 
fans Ee cae ee OE lg RE Ga ie - % ms ‘ Pe ee atl . i . ea a st «3 
Nem: 7 on 7 pos 3 co oe eee my e . é ai é 4 _— ‘. . es ties 
| % : fas a ee p* : ‘ , ee or , a ee a woe 
aie a ee : * 4 - . . a ig F ri ee = 
ey, Fy oT a ‘ ae : # ae we » % ee. 
ea : 7, a ie Pes wer" Kanan” ® - 4 iS 
ae oe 2 ees Baa ts ee Pas ; te Wasi. Relies 
| a 4 — ced eons reso fer i gba mts? ee ue i ] : ee rane s bs ae 
ee ‘ ‘. ' E : : | Nee oe BS: ay : he I cea: ‘ poRE es oa 
Reo oa H f i a ¢ q i i Nac : et 4 aie 
ae é . : : ; ay . : ‘. Pit 
} 18 oe : ca ™ ae 5 1 “ : 2 * a | : 7 4 . 
i ei os ca 5 : j } : — } : ew} 
meshes ay ae ; ree . j . : ’ yf ieee { a 1 * ‘ P. <9 
reg P fi ® Pies . = Ts %. X : as * . q eet aed aa 
alte LAs : pS { a — ; Ce mah a uiass 
? - ‘ z : " 4 , . « : ‘ 5 ., 
i ‘ . Se Sue oS . 4 "1 oe i " | i : 1 ‘ 7 ag 5 " 
' e pice 7 Chay 4 ot a i ‘ a 4 . d | Za 1 4 = : 

& ‘ ioe, a e Li wet : 4 7 * ‘ F " a Ps . < ge F 
ee ‘ : me a ae = eal A ¥ Paces ; F a <. i 
| Bie eRe pee : “ ¥ ae | oats E = 2st a ae ' oe; : ofa Beet ed 

ne ee ae . ee a “apap. 548 F 3 ° ; - : "¥% - ’ J St \ oF < : Mey : 4 ie 
eek . Fe ay ee ™ eae Ne 4 ie PS _*» " eee: : SP ee x 2 Re ae 3 a tf * 7 me . $ . c - se te 
ees meee e* ¢. ea , . Fl Mei ; i ale sie oe lB ee, ER es. eis Sire Pee ee. css « j ey, 
f oo re ee gi ae 5 ky ae P ‘ ee — Se , Ce ee eT peaten Bais a - @ on 
\ SS Ps oe ee Hee ; , ar te “> 4 ae 4 . ‘f -@ =a “ Ate ee ; di * : so 
\ hae: ats oo ee, . eed Peas. SP de Pa: : oS la sasthesoss ‘ : Me 53 es ¢ PG) aed u ; aN 
i: 5 Bk See OM Pe oe eee: ‘ eet ae 4 " wee 4 P ; 
ele sy — . ees vcs oe ae cae ee oR Rais f : Em . ; 
Ba =~ : Pe ae ee ait 4 oe ma ee ce RS UN me ee 0 a r ay. 
say hey sates net ns Gee oineataae “is aed » snag tienaatne eae ae ees es SRE A ie A : eee 
ee areas ice Lig aries Ne Sp oo ‘ ss ad aires ce ee - - 
Bs 3g By inks Swe eae ok ae rene eee cee A ee ee oe ee : aii * ra” j % 
os eer 2 3 ae aaa : oR cla ee Sag ee treo es a °, 
ae ee : Pa ne re yen a. ee . eee 
PE ae * a ae | 7 . eS: eal : Y Syie 
te ee “a i = * 2 Pe ee bs % ‘ 5 
ae Sa ; ee " : a —_ . aetios cj “4 * ste 
: ” ’ rr + ape aa ae es, on 
Shae ‘ : é iS : ‘ nae Sie: Sak ate: . } : Paty. 
ee, NE ng ila ek v reo in ee as, oS bate 
Ba . ~~ . iil id ie gr are hi tang PMU eae de Bari Oa 5 A | Rae 
ae oe wis , s ry A pea ol ie to ee eee ec 4 * Ow eee 
=) PER Fn: PON Seen ee anaes oe ae Be fee 
eras & F&F " Cae ye OS ae re ‘a ; es, 
j rates j eae F . : Se et ae - a ; rs 3 Wee 
i ee Be : fi BN aria Ir . EE A aad apie 
ee eo: eae ; =, atta 

Poa. Z ° Netley a 4, 

- 4 —_ - A ‘a Shes 

Se. ee ic, * Se eee FOE eae TARE, 3 2 RRS REE Gear SY eh SR Ree ee ae Te = : 
ewig eT ) 

z, A xs . 

Fao * ‘ ‘ *, 
| cae i 
| ees q f 
} ie tee = om By 
} 5 Alicea § be 
| re es r 5 Bent . i Fs 
cae a —_——_— a 2 
pea 2 : No reer eo : fe 
ee és s ee 
se ee ke % “g 
ae i Fi pence ca Papstie Sa Sea, 
ae. F: t ne. co See pe 
ae $2 zits Ns 
% PO : , | ; 
ain 4 Pog ae ES a J, EM EC ame Pe : 
peat ; ER A ag BE REE bs. he . 
a iF = . P : 
gic cts ae aa ‘ i a Se 
on) a, Tee. Pe egies Be. aR gale wey ee RY TN Tn ese 2, one helo Fy ee iret Z ee oe ; : : = on) Sa ee A Os te came 
ion bey ss 7 mi al len ~ dy aah a pees Re Oe Tt: ia Bk ent eg ee) ca yi : eRe 3 r 4 s 4 ‘ : ae , s : é see 
” ee en RES MG. > Sete ok ee eee ee Sg A ag ee Sn ant erator, Cg eee Ne tes SOE Te oe Se hg Fe oan ee ere Sy 

Advertising Age 

Trade Mark Registered 

Issued every Monday by Advertising Publications, Inc., 200 E. Illinois St., Chicago II 
(DE 7-1336), 80! Second Ave., New York (MU 6-8180), National Press Bidg., Washington 
4, D. C. (Re 7-7659). G. D. CRAIN JR., president and publisher. S. R. BERNSTEIN, O. L. 
BRUNS, J. C. GAFFORD, G. D. LEWIS, vice-presidents. C. B. GROOMES, treasurer. 

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

Editor, S. R. Bernstein Advertising Director, Jack C. Gafford 
Executive Editor, John Crichton Manager Sales and Service, G. D. Lewis 

Managing Editor, Jarlath J. Graham 
Assistant Managing Editor, Marjorie S. 

Washington Editor, Stanley E. Cohen 
Feature Editor, Emily C. Hall 
Associates: New York: Maurine Brooks 
Christopher, Charles Downes, James VY. 
O'Gara, Lawrence Bernard. Chicago: 
Murray E. Crain, Al Stephanides, Lam- 
bert S. Botts, Wilbur L. Burkhart 

Staff Writers: Jerry Marks, Shirley Ullman 
Editorial Production, F. J. Fanning 
Librarian, Elizabeth G. Carlson 
Correspondents in All Principal Cities. 

Assistant Manager Sales and Service, 

| William Hanus 

Advertising Production Manager, 
George F. Schmidt 

New York: James C. Greenwood, John 
P. Candia, Harry J. Hoole, David J. 
Cleary Jr., Louis DeMarco 

Chicago: E. S$. Mansfield, Arthur E. 
Mertz, Rod H. Minchin, David J. Bailey 
Los Angeles (17): Simpson-Reilly Ltd., 
1709 W. Eighth St., Walter S. — 
Pacific Coast Manager, Gene A. Fruh- 
ling, George F. Kelley. 

San Francisco (3): Simpson-Reilly Ltd., 
703 Market St., Richard McCarty, Mgr. 

15 cents a copy, $3 a year, $5 two years, $6 three years in U. S., Canada and Pan 
America. Foreign $4 4 year extra. Four weeks’ notice required for change of address. 
Myron A. Hartenfeld, circulation director. 

Legal Prevention of the Truth 

Last week Schenley created something of an uproar in distilling 
and government circles by buying space in Washington newspapers 
to attack a bonding bill which the industry has been trying to get 
through Congress. 

The basis of the Schenley argument was that the bill contains 
language which would force distillers to “misbrand their product.” 
Here’s the background: 

Under existing rules, going back more than half a century, whisky 
in barrels can age tax-free for eight years, but at the end of that peri- 
od the tax must be paid—a tax of merely $10.50 a gallon. Currently, 
there are huge stocks in the industry approaching the eight-year 
limit. Under the present law, the whisky must be taken out of bond 
and the tax paid, regardless of whether it can be sold—or, it can be 
redistilled or exported before the deadline, and thus avoid coughing 
up the huge tax. 

The current bill would postpone the tax deadline from eight to 
twelve years, but it also provides that no whisky shall bear any 
statement “which shall represent or imply that the age or period 
of storage of such distilled spirits exceeds eight years.” 

Of course, this places domestic whiskies at some competitive dis- 
advantage from imports, since legally there is no U.S. whisky older 
than eight years. But the bulk of the industry apparently wanted 
the restriction in order to avoid a “battle of the ages.” 

Nevertheless, this places the U.S. government in the peculiar 
position of preventing certain people from telling the truth, by law. 
And this strikes us as a strange position, indeed. Unfortunately, it 
is not unusual. By government fiat, for example, there is no such 
thing as aged neutral spirits. Some blenders age their neutral spirits 
longer than others, but the government insists that no one can say 
that he ages them at all. They are merely neutral spirits, period. 

We're not particularly concerned about this argument in the dis- 
tilling field. But we are concerned that any law or regulation should 

prevent anyone from factually stating the truth about any product 
or process. 

On the Subject of Obsolescence 

The story AA printed last week, detailing the successful opera- 
tion of the Bissell Carpet Sweeper Co., seems to us to point a moral 
so soundly and emphatically that it should not be overlooked. 

Here is a company making a product which, one would have 
guessed, would have been rendered completely obsolete by a new 
invention—the vacuum cleaner. There must have been plenty of 
sober head-shaking when vacuum cleaners came onto the market, most 
of it devoted to discussing how Bissell had only two choices: to let 
the new gadget steal its market and quietly fold up, or to change 
its business and use its respected name in the rug-cleaning business 
to father a vacuum cleaner. 

Bissell, surprisingly, did neither. Overtaken by technological ad- 
vance, it stood its ground and discovered that it could live—and live 
well—under the shadow of its new competition. It became an aux- 
iliary cleaner, rather than a primary cleaner, in most households, 
but it retained its eminence as a cleaner. And thereby, surely, hangs 
a moral which should not be overlooked. 

New products and improvements do not necessarily spell serious 
trouble for existing products. Sometimes, as in the Bissell case, there 
may be plenty of room in the customer’s mind (and pocketbook) for 
both the new product and the old one. Furthermore, as the population 
increases, there arises a larger and larger segment of non-con- 
formists who may prefer the older product to the newer gadget, for 
one reason or another. So—don’t follow the new trend too quickly, or 
too blindly. 

“The announcer on the commercials was getting bigger laughs than the comedy star.” 

What They're Saying 

The Economic Bellwethers 

...-Why do individual Americans, 
most of them happily ignorant of 
any law of universal compensation, 
spend a progressively larger per- 
centage of their income over the 
years? A good many theories have 
been advanced to explain the tend- 
ency, but at bottom is the simple 
fact that there are more and more 
things to spend money on today. 
It was partly because a $5,000 
family in 1900 could buy nothing 
like the number of things that are 
considered necessities for a $5,000 
family today that it saved about 
16% of its $5,000 (1953 dollars) 
against about 6% for today’s $5,000 
family. Rising productivity and 
rising real income, in other words, 
beget the standard of living that 
nourishes them. 

This rise in the nation’s living 
standard is paced by consumption 
bellwethers who are sold on a new 
product, adopt that product, are 
emulated by others whose accept- 
ance gives it the mass support that 
converts it from a luxury into a 
necessity. The masses have been 
very well served, economically 
speaking, by the well-to-do who 
act as economic guinea pigs. 

But these well-to-do, let it be 
noted, are no longer the very rich. 
In the homogeneous community 
that is America today, the bell- 
wethers are the $7,500-and-over 
families. Unable to outdo other 
families by an extraordinary mar- 
gin, usually disinclined to be dra- 
matically different, they keep a 
jump or two ahea’! of the rest, who 
hustle to follow soon as they 
can. And it is this continuous emu- 
lation of the continually advanc- 
ing—and steadily more numerous— 
bellwethers that keeps the long- 
term, over-all savings rate man- 
agably low. 

—From Fortune's series, The Changing 
American Market: XII. 

There's No Limit 

a store where one can buy some- 
'thing and simply pay for it. A 
‘research fellow once discovered 
that it is easier to sell $20 worth of 
merchandise on time than $10 
worth for cash. As a result, mer- 
chants are no longer interested in 
cash customers. They have estab- 
lished every conceivable type of 
charge account: 60 days, 90 days, 
six months, budget accounts, re- 
volving accounts, etc... 

It is increasingly difficult to find 

The latest gimmick, called an 
open-end mortgage, provides for 
perpetual payments. If you pay off 
$100 at one end, it makes you eligi- 
ble to borrow $1,000 at the other 
end. Obviously finance and mort- 
gage companies do not care 
whether they ever get back their 
principal, so long as you keep pay- 
ing interest. In fact, in a pinch they 
will lend you enough additional 
money to cover the interest. 

This is not as silly as it sounds. 
Nothing could be...We not only 
spend what we have, but what we 
have not. Since what we have not 
is limitless and infinite, it is ob- 
vious that spending on such a 
basis also has no limitation. 

—Herbert A. Leggett, in “Arizona 
Progress,’” Valley National Bank, 

Signal to Salesmen 

An effective business-getter is 
used by a retail piano store. When 
a customer calls to make a pay- 
ment on his account and the cash- 
ier notices his account is almost 

shape to add to the account, she 
presses a button with her foot. At 
the front of the store, a dull gong 
quietly sounds and the salesmen, 
recognizing the signal, are in- 

special attention before he leaves 
the store. 
—Marketing, Toronto. 

Calorie Count 

For a long time I thought about 
and wondered where to write to 
suggest that packaged and canned 
foods carry the calorie count on 
their labels. So much to my sur- 
prise I read that question asked in 
your “Quick Quiz” column. I do 
hope you started something by 
asking the question, for I do be- 
lieve such labels would help peo- 
ple control their weight. 

—Letter in the Chicago Sun-Times’ 
“Opinion of the People.”’ 

Four-Color Matrimony 
Frankly, I’d always thought of 

affair with suitable gradations of 
gray. My own wife comes through 
to me in black and white but now 
that Cronyn has started this color 
thing I expect I’ll have to look 

'again, for the rose in her cheeks, 


| the red in her eyeballs... 

—Excerpt from John Crosby’s com- 
ment on the color telecast of “The 
| Marriage,”’ Channel 5. 

paid up, or that he is in financial | 

stantly alerted. The customer gets) 

matrimony as a black and white| 

Advertising Age, August 9, 1954 

Rough Proofs 

_ Gladys the beautiful reception- 
'ist says she supposes now that the 
government has raised the tariff 
‘on Swiss watches we may expect 
| to see a lot bigger holes in Swiss 


“Ludgin needs two more genius- 
es,” but will consider taking on a 
_ couple of near-geniuses. 

Genius thrives in favorable sur- 
roundings, the way ordinary ball 
players blossom into stars in 
Yankee uniforms. 


The Customer Acceptance Lab- 
oratories of Kimberly-Clark, the 
company says, “help to assure an 
unbiased, truly objective picture 
of customer opinion.” 

In some companies this would 
be known as leading with your 


Miss Merriom Pike, the beauti- 
ful lady who is now handling mer- 
chandising and promotion for Lady 
Esther products, will be well ad- 
vised to use herseif as “Exhibit 


“You might run a mile in 3 
min. 58 sec.,” suggests Station 
WJEF optimisticaiiy, but if you’re 
not in top condition perhaps you’d 
better wait for Wes Santee to do 


The Saturday Evening Post hails 
the characteristics shared by men 
and women, but a lot of people be- 
sides the French will continue to 
exclaim, “Vive le difference!” 


“Last year,” remarks Westing- 
house Broadcasting Co., “radio 
billed more than $700 million. 
That’s peanuts to what radio will 

But it’s an awful lot of peanuts. 


Herbert Hoover, who will cele- 
brate his 80th birthday Aug. 10, 
is having a lot of fun fishing and 
camping, thereby demonstrating 
how much pleasanter it is to be 
an ex-President than a President. 


To be regarded as a rich Amer- 
ican is much easier than it used to 
‘be. Just buy a trip abroad via an 
| international airline on the instal- 
|ment plan, and European shop- 
‘keepers will greet you enthusias- 


A new television program mag- 
azine will be launched in October 
by Curtis, which is emulating the 
successful example of Sports Illus- 
trated by not christening the new 
baby until close to the actual natal 

| . 

Lever Bros. received 10,500,000 
entries in its first $100,000 sweep- 
stakes, and company executives, 
having been assured that they 
won’t have to read them, have 
|okayed a repeat operation. 


_ The carpet sweeper was appar- 
ently doomed, like the horse and 
buggy, to technological unemploy- 
ment by the advent of the vacuum 
cleaner, but Bissell, 78 years and 
38,000,000 sweepers later, is stil! 
going strong. 

General Foods, which spent a 
whopping $62,000,000 for ads in 
1953, doesn’t claim to be the 
world’s largest general or food ad- 

Copy Cus. 

rp ‘ie a Som Piz a a 6 ‘ Sart, A ci he eb Sa ss ee ee gg ant IO it hn BASS ee NT eT Sa Re Wie re be ee ee ee % Py a ine a er 0 Se 5 So a ne oe 2 SoReal Need the Ne Se ket Se bata al! PA hk PN 2 aA, Soe iets 4 ial pee ap DEE: SARL! sit BS OED DS PMS iis De as cer hae gd 
ee OR Ne ee ae alt Lote ma pe, cat Ropes ok Meer tatty) cay ee Tc. Wet tee PE rae Ce RS te Lot la a3 : : mage Pate : ie rp oe age Pe eo St PEN hae, ee Re STS 05 le Deas, oe Meta cy Ban UN ao iM mage eee, NE ne RN ee 2, Oe OY POE Ce ea TPS ae 
Hg Se AE aS aOR ae Vee ea: Ree Fs Pas I hse Weed OU | WAT Real Great eR Se oie Te PT aa ts qe oe , es TN a Leds cae Ra at a gl ae Py he deer da Sn at Sy St gts. POR ee EE crepe he ee Sa PCIe Sea BEER AES NP etl pee aa ag Nag SP 
: BeNOR at ae MTS Se nie Si ENG Spat MADE Pr Va tiies Ter CaM Ubon pa Poa. beeen te pee op Mea Eee TT Ts by een NRL SER AONE AM eps Meg oc SEC AL A gO iat Wein Ss AAS UMN MRS CES Ste A Te ME OT eee ae so. ok Sie Peanut aaa Na a “hit Se SIRO 4 ae CUM AMiC  aymR eS tig 
VRC APOR: tatea edness cnt Mie yee RR ORE boas RP rae RR ee ee Lek Se bes an Ces Pack £7 OES ae pS oa Bee ranibers. dey Pet, TA) Di at De Picea ike Whe i Sehr Bed ee Saati EP tea ats kOe eA Se nN es ea whe 2M Da. ois ae pangs Seer tig > & ETS iat ae beat ot enema ee are he tee 
a Oe a re garter Gee ge a lm Re ata nae caeeepciee ebay Yi oe SE ocala ihe Ee aA TN cS iret ode San Ate gS peceo Ree EOE Ra RAE po at Sua tare Ss Ol alas eae Ses mia Sethu eA CS ERT ROM! Enis a nae Wh 
Pea tee fest er it Bey Out AS cae ae oe ONS i oa gi SE TERE ot aa 55 as, aie OR btu aioe? mi a ar cw eh ot SPU I alate a, Fei i NES Poet PY eae SANG « soneey 2a ete ott a ETL Ae AMR pia alee De, Stow aaa, See tas iy ann kf al ROU Ad Me ah SRST NT og ely Saag BE OS cri aa Di ee! Wah Sa a 
POmn ek erate Sa w ain ie Rs deamiiek | SEIS, ARNE ETRE ay Salen A ON Px gi ee ot Tre : NR, 3 ee Se Ey a TBO pe Saag Ue tii lt MaMa oe 0S aie Ra er Ee ar aL ed es rsa eel Mie ie awa, Rin R Ate? Ate si St UMMM Var hua i ees lain Tur ne iP Le eas, Ce Le ae BE ah ee RS Rl ie Le ag ee er iho. 
aad fe ee ae : ; : ; ag wt sas Late tegen Se See Sine ene eo SAliy pee aw * Seconds Sa ecitie aes aaah ones MTR Liar aga re et PRS lt ST RN eile ek eee ten ght. SSE EE 
ea : i tek 
BAN ar apeaihes 
ae eae 
: ee Bin 
12 ee 
| 7 ‘ e - a | | 
A * lhe beautifu recepttonist | 
| H 
. | — _ | 
} iw ae De ee : 
Po Sn en oo er are ns ae rae 
| ete 3 SRE ; ee eee eee : 
stile > cea OE ag tae” 4 J ae ee i { 
ee Si p> se , “a f im pasta ar 4 
Se a ce P 4 [OF ae Mee Fe ep 
iy we i * Bs pa. ngage i Solel ri ee fd pas ee sed ‘a 
oe Sere ngs j pee. se eT ease Be H 
Re. peer ieee eee ° Es a ee ee ! 
Gere es  . om a ie ice eae { 
Te i is xe ie. a bees 
PERM Sr : > ie tae 
ge a ae es oe F, ‘ 7 : i ee 7 
re — bs ue i Sp bar 7. i es a 
Oy age 4 ~ = 
ticle a eae ; , ee 9 
eS -_ ~ ? | 
Do i ae 1 
Geta a “ ~ ' 
ae ae ES Sea 
CS 5 TR aR ea 
So ae a I 
2 a 
ae’ igs ee 3% 
xe Pa i Se R 3 ‘j . 
pe a “ . 
ee oe NR | 7 ie ff LEM 
en sant es i ‘ : 
_ <gghdiaee #4 mek scueey erent 
CS Gos ae ea Reg | 
= ee ee ; 
eas yh aia aaa i ee i - : / 
- ee 5 - ome we : - 
rs ih Pit Se a. Boho iase Getarot at 
; ‘a tee ol giles Peri Ai SES eee 4 i ee i} ‘ 
; < roan MI SN ‘a , f 
ee Se ‘ RE SL ee ain ree a 
oy i 4 2 ie ARTO ROS cr 3 ee PAN reels — nab ars 
aa toh cee rag te Ae NE ely ee SS Sees = Pieris waded, 
te * 4 Bs Beals © ce I ay eI eee Gee ORR ae aoa 
Ct oF Pa pee ee seep See eee 3 saree, Ngee ae Seve aa 
ioe a 2 we. : we pea. cre eee meee aoe adie =a : iii awe se ener ss ae 
Bs ee eta ay oe meena odes Reet eis aa ae 
ee = a ae — ey os ties a : ae va coh pa te re ie 4 eons : 
= ae Stan ee a ee ee ela ater Be nn eee os oe eae ees 
sa ae, Si de i : aie 2 ¥ Se. apes Ses Pe ere ios emit ae eee ata <i aa ; ess Sane " 
arch © iy ‘ et é eal ae 
sa ee Pos he 
Se gia 
Ee ice 
yk \W blige ees 
oS Ne ae 
ie ae 
aa oe 
er ‘ ee 
ey Aa, 
at Pe “ese 
ie t “vias 
ie ee ; 
43 i 
< | ae 
: ! ce (We 
act a aie 
| | er ae 
1 Bs ala 
| { eae 
Pee, ; 
i ; 
= ey 
ees | ae 
cee | > 
ASE is 
a | gis 
ee | eae 
a2 p ne a Ee 
5 7 ia A 
ef cea 
a ae 
was ue 
Bare Sees 
ge es 
= 5 See 
ent Pe. 
a oe 
aan met 
See des 
_ oo 
Faget mire ae. 
a ae 
Pe ) dane 
| eS 
r j , 
oe | 
Be Saree 
as ie : 
Bisnis: oh 
jee ee 
fe os sa ? 
; 1 
hea 4 noe 
Et | cae 
os ee ede 
Baie ao 
pet Gi koe 
ens ai 
ae Pes 
sox ete 
a ere 
' PNA 
; : ee 
4 | = 
ee i s 
2 oe | | ae 
hie j “ 
Nee erate | ae 
ete i spel 
: : eek 
Pa } ge 
i ies 
3 ; a 
ee | i oS 
. a ( } Kod 
Payee ac ; 
Seah i} re es 
soees | ings 
te. Rey 
Wt ? 
Bee } oe So 
oars 3 
ee ak 
Stee: ee 
He { ibaa 
cae i 
oan ty tS 
ea — 
i SS { MY : 
(Ghee) oo ee 
{ Sao 
aint a 
et r 
oo Lei 
| | St 
Po Po : 
| : 
rs | = 
Po | | 
as Ss 
Gergen: ig 
Po | ; 
co - ee a ; | | 



THE INQUIRER takes your advertising to 
the most potent pocketbooks in Delaware 
Valley, U.S.A. In addition to intensive cover- 
age of the city, THE INQUIRER reaches 
out to give advertisers thorough penetration 
of the rich suburbs and nearby towns that 
account for HALF THE SALES in the Greater 
Philadelphia area. 

That’s why you find so many new advertisers 

The Philadelphia F: quires 



_ Che fe die iladelphia a mat 

SP rogsenecss* 

teak + oie tb 

ee rr bie Y inset risen 

bes o 

IaOu's * Gwe lead koi esta 

8 bens tice Beats 
Bt Stay Snishs Bros 
3x Benes 28 Baowtes won 

in THE INQUIRER . . . so many old ones 
with expanded schedules. Greater results for 
advertisers have made THE INQUIRER 
Philadelphia’s FIRST newspaper . . . FIRST 
in National advertising, Reta:! advertising, 
Classified advertising and Tota: advertising. 

To skim the cream off the great Delaware 
Valley, schedule THE INQUIRER 

The Voice of Delaware Valley, U.S. i 


hige & 
2 toad 

has peak buying power 

Sales Manage- 
ment estimates the 
effective buying 
income of Dela- 
ware Valley at 
over $7,000,- 
000,000 ...18% 
more per family 
than national 

Exclusive Advertising Representatives: 

342 Madison Ave. 
Murray Hill 2-5838 


20 N. Wacker Drive Penobscot Bidg. 
Woodward 5-72¢ 

Andover 3-6270 

West Coast Representatives: 

155 Montgomery St. 
Garfield 1-7946 Michigan 0259 

1127 Wilshire Boulevard 

Sad ML es Ce Ba ah Se: SOR Tt ARN Gonens Sa oem sent huey , | SS ee RS ~inw * ral «cd. SRR, SOME Gees, «pear ree eek. & 7 oC ie ie m~ ees ae ‘to ogres 
Bod ea ee Bee By REED NE ei eR gee be PAG Tine HMR ey ee EAST ode SARI eh oa RRR ca, SRI Ds YORE BAUR EP ai Tega toca kala ‘ Ein pale ; eg On pain Vou eee SAL is Hem Eee ie te Tet gae a Fe sh NOE Ole S. aee ee al a Lee Eee Je eins _» Ths Jett Soe 
AVE Te ot GMT: = AD LF PS be is erga a Sao See fy IO a 9 en RE Rie ADK ae Dis em 4+ ree, Meee Talk ae Gag ae aad ear nS ekg Se eer ae te hh oe aa Wg at So sal at re Rd PODS peed SE Ree Poke cote Maes Wy HR as iat ole 
AVE TRA est tM eRe He air chy oe et ty eect Tor cn eS Bs tee hk aa rk hie a Rea, gis ot eth Acme Pa Sak) ie he eg Sea a ts Suny Ses ae Ria Ay a oe De mt ke Sag hill oe eae gh oe A are a als ene aa Su Aaa ie, RM 5 hs hg Weal « i tea eR AT Lr, a Ree Coe ype ae gs Fe Le RE Lg ah ee Ae eer ss 
POMS ee Pte ee Gen OE ee gee Pe Ee as Peete en. LPNS Scgibene 7 Coe aN OE eNO! OTC GT ced 2 rae atc CP eas Hee Male eae nm aioe oe WN ea, fg Te 
ae 8 ea te ual ae es hie re Lead ee eth hak a ss ay oa ae ere pees ee a uke Rat OR path tae seen ies ies, ae < soda ta ef alia ae es 30h: xe \auaiae 1 leet a ue ei OX eee ag Et OES pean : sige 0: er a fy Ree ea Picante ek 
ee BRN: SAG eee Bil) Cx Ree ies! Eee ROR gan Ne, iki Koon ere WR a Bike @ Ra Mic: Roe UGE ge ehae NE et Poet kore Soe. REG, RS Sen) 5h a (A a = Sapie ate ae ri <a UOT Te Re ane So Serr a ae TR Sete OS ee os ae, 
ra at, Nee SA COR oi es Aaa See ey zea eM Ti, OT Ree NS aE eT a a oS, Sy tial hae a te Re nee Be SES CR RE SS RE re a eae gee eee ee 
arate ae a ff eae gS ies aet Sty oa ee aa ¢ ane * Pes Sareea tata re Se SiO im ay pe al Eas toe See a hig a Ss Ae eee a neat Eo J Surly ; a. a uf cee ne “ee a at By creas e re 
< # plas es : é { awe as a ( ot na Recetas eee paces a * : Ra) aah % : eg em meee a Pggyeh 5 hae Fe mans ta ars eh oa aay Z sty Sia ieee ae : Seen * awe ey eS 
ee : : : ‘ a ; : " ie Jae Pte: 3 es oP : st aa ; ee Se 5 * te F % ! eae * hii ei ee ee 
np gers a ' d | ee 
pai ee - 
aimed ‘ 
g F. tee SS eee eS ass 
4 Fe AS el * 
3 = Co : : 3 ee aS es gat N 
q bade } : ~ ee aS RS 
; : q Se SS Fi 
’ 7 : SSeS Sa ( 
ee Ns See = 
3 vet, ane s Soa ‘ ee 
Se. |S ee ae : = 
ee Sas 2 ry 
: a ee < 
2 P ey . ae Sey ee : = 
ss eS Ree Ss: & eS i 
a mi —- x 3 
e * ee = 
% ees 2 2 Se 3 * 
— % hs 2 A ae x 4 me 
. ee ey rk as 2 Se ee oe = Ss 
‘& Sn RR i Re ik SS 
a % & — ee 4 we ; 
: i Sa a ER : a " . =o Ss E S 
* 7 ee Oe ae =. ie 
ae | aie — : : UE aces ae it a ae : ° 
ae: ‘ . RR ee : es, & = 3 al 
ee E _ ‘ » <s ee #s “3 P ee i oe 
oe : a = : ee ‘Saedltitoa a Reais = —S . x gaia Shi 
“gore 4 me Ag ee eee Pes ‘a cd ess ‘ ‘ a 
Pave : ae 4 = ee — eS ‘ : = 
rte 4 ‘ ‘ : Se eee Se a 3 Se 
ee 7 ; ee fas eee) a SS 
ms a, his ERS eo : see = : 
ai es Eile i 3 se - es ae is ee a ps s a : Se 4 s 
aga Boece eS Sie Sa “Sees ees x Pe ae 
am (ee Pesecge ca : 
Sra es CL See = a 
eae —_ , * . ‘ ee a : Roses : eT ak Ke 
Pe. oe ” . See RS Bates SS S Ra RRS ae 
Si vena Seo ee Se ae . = 33 
pie ' : a oo eS ee = — e aS . 
i igs : al ee > — Bi SS ; Be eae a ae s Re ce: sia 
‘ S a . Pet 3 z GRE. ‘ es & oe oe Ss ot Se BR SS RON 
7 ; ayy aor. : ae hg oe = See ee Be Be 
; ‘ vie “Reais As eet oe ae fk See 
a: Oy 5 ' eee, tee ee ‘ Bec > : : ‘i : . 
oe a. i etme See yt pe : go S. ia i ™ eh Ne g ne Se = 
Ra — oe ae oem Ree — ae Ce ae side ay 
“iG Ee cot aN Rte CA oe RS Be ees ies 
ek es ay Sees ee ett ee = 
ae : 3 . ; oR a Fe See, LNs : ‘ 
es ee eo eet fee Ok a eS ee) yee : Been Li 55 nee 
en org a Soi ial em Cem SS %s : : feeb ee 
eo ee ‘ Z oi RS ee | Rem, F c ee , : Ae an “A 
Bette ee. cs thee Saou cies: arate a & ae Ses Pia ae se it . : a 
a Pas ae RES cepa ee emo te a : 1S i lll ig re satel EN ee 
ts ates rae Re ae cea aN ee i , aes i es ° + : oY, ; sae en as : : SS : : ey 
iy Resi wd (tet yao aad pk ae i eririay ae Pee tas, SD ie = ae ‘ = : 
ee ; : : I a 3 Brass Pee nnenes Bay peer : eo ae - "i Seigler : ee 
Ete at Smee 4 ppc NE Gf a oa Slt i a fa ions wake f Bae So RT Rico gents ta ua oe Mere tee aga ao 3 S aes ee 
. ee oe ee NOG eee faa ae eh ae tees ee Se é Meche: Ried ee om s ee a ee oa 
es a pment ee er a ei A a ee 3 Ge Mine  Silige wo ee bomen lon eee Re ae Sees Se ues 
Se Ye et Noe iat st mall ae Reg Pepto aes ape mm oS Lares Be a 7 3 m neat i ile Re OG NS ‘ yh a Paes 
=e Dee Soe ey aad meee 5 ae RS Sg cS Bh 9, q < x <0 Se. centr P| 8 ss ee . Aes : ea 
Cries 5 Ree i bi. mee ae mae. kame f one ata « s . pacts hee aa SEN ns ara . Eee: . a 
aay : ee be ee i A ai sia | F tes 4 : : : ' 4 BE eee te et Se Me reas Bs = 
Q i ee eee ae eae Sl “at = SH oad ON a ae ; : : . Pen et eee ROR. aos Pea sate We Cait gg ener od 
iy ae St RAMEN era SSE eget eg, Ware i Mee ai a: Se a 4 BR a ek re ee alte 
ee Ta SoS Ear eae ge pie Reena 1 FE SIR Pe canon ae a= ncaa Re: * Bee ae ee ee ee i eee more 
a ES SOARS Se arenes Bae me ee Coen eames - s py Pe at ee re ee _ 
al ep ech apices © °° SORES gs aE Rah gee ease co OUR eS ee . is ee TRE eR Ss OP SE ORE Soe Geeta ae 
Bese Saf eR ee ea nd Sia eee: € ; ee i Ce bP ie 
. Fs i 3. ee ENR Rta ae ee hie = ee ea of < Cee oe : ’ SR ee Gate eae Songs eee Sey re figs 
eae. oe a rn MN el) ol ; A oes ts OE ERS SL eae: : 
ae ecco) Ts pene iN te kw NR a) aM Ra EU A: amt ale # : oa : Rea a Beets : Oa a : aoe 
Peas Bee ot, ne ae sy Cae Newt heer Se Pera : a ee vfs eer aie Ree Se rir aes nace pk 
"ges Seat cae ta & oe ae Se ee ee aps are ba ey har Sit eee ne Cee . f ae ee ee , HSE Ee es : eae : peter gains 
‘ , aes bane EEN hae eer Sag ; pire : & ieee aye ead : . aes ; es ase Speier sey Base 8c ets 
~ = : ; ; ck ae: ee a ees aa < Z i eerste es 3 z ws & . SR sate i : es ee Rae aa sca Bae 
: fer if: ca Pg Ns ara ce 4? ae FON mn preee pee ieapes: 7 ya i Behe _— " as ee Se Re Somes tke ee RS : f oe 
; aaa ore oe ee 5 pase aN ae Rete Pele ok ae is f se ik Mek Se Ce ae eee eRe eae ae ae hc 
or ae Bee Wig ts Bee 91 ae SE egos aes’ 2 ae ae : - Ai : i ees acs 
ane RR Ta Ry eRe ae : Sere ee eee Senet Caen gee, ke eT ae KO <<.  ™ 3 PRE Pee Oo or NR gg 0 gaa ncaa arg ee Mes 
' Behn” Si cee Ae SCRE es ES a eRe gt : baled RR Peg Ok Yi Fi not ig ee Renita a eR aa ata Seca os aR, ata eee, ea wn 
| Gey aS Se A cs” ens a 0 ala : ae sy ae é ; gn ar’ ei wer | BP " a ne 
~ ee eee ape ic ee aap ene to <> ss  a e a 8 2 Ep aie hs ; Lin at ™ ——— a ee a Ne Sea ea Satay 8 i on 
soe ee i eee, <r en ee ae ay eq tee : 1% " ; ear tas aie me mea ES nee Gara Graney fx Occ ee a ah or aE ae 
7 & po ee eh A ees Be yo, ote eee 2 Ge 5 hi woe $ ’ Se oman te <a aTe NEON RCA ee: ae en is 
| Re ga. $22 RS ON, Sr ae li al ie eos’, sade a 2 eae alia F : “gy Be ERS BON GE SIRES ae da, She Cap a PEE ea a See 
' <a : : aad ea SAS ase ee Mme eee Te ee ae eee! = é ee — 3 : 2 pease tas. hag >, AB aa Beis et Oe aN Bou Pe 2 See 
ll se es a os etal Far ie ORES 172 an ee eee 4 _ ee a ee Boe ee ae a Mee run eng Te ee : Re 
eee Re yh ge SET peer sae See gia ee ar Cas o> i a RS: es Ms i - a. Re Be ei RAR RR ae RRO at ates OURS oes BRR <- ee 
a oe : mae: Bet ail ie Se sae Oe psa Pe eae pee aeons: vant ere é sani gic RS SE wR ere ug ie 2 eee. G ae te aes recy ee MR Eo 
t patie ae SE Ge * a oh : PRE Pear ee; ———— # Pic tee eee eee gs # eS ae ‘<, ea ae . oh pce eR Deas ARCs ae ee er Ra Sate 
se i Tio. aaa Stee, 5, rt : wae ee i aS Sires Fe ote Rs oa a a a i. = SNM NC RAE TRIN ne Rac pe Geta Rieger = Mok ac 
: Tye eee hid sale oe ‘ o% ns % ee ue Ney) Soe es he rae 3 Faas ig P ie xorg oe ama ad io eee + oe pee" ae SFeR +o Mie a = eee ees 5 Seth FS eS Bee ee e a ie Ves 
: $ not : is oe ae Oe eS “sige 5a “meets, ® 3 a sgn ee ee ca: es Rei Dia aR aN , Sai 
Pie es tae EG: eit, foie BNE be Ui Ks Ao ae Zé seine oe per ers pace ee . “ - ' 
‘ ae ‘ | oa beetet = wirtiia pre : : : 2 Fe eee Ee Suma ae 
; 220 rs P Pig : : Be 8 t eae be ae 
; Gr sf ee i gi. ae ae ae ‘ 
; ; zy ; sis dene st Sa series ees - 

a oh: a) 4 i SA ae isa ae 5 a eee f 4 & Bee eS : ries 
oa die a eee ee eg a ke i xe %e ee i Pee aes Dees 
eu mers.“ ee eee a ee i eS i e Foe 

| Se oe EE Pe eee i tS oe # gee, % gas es 
Sey a Rbeg esr, “ ~ i, A ag, Bo) = lan eS, ‘ ii ; Se camera 
eu Bgl ee ‘ a ae cea hee pie i r ie. 7 
iat Be ih ioe Bie: Soe eg he Sea er — i ee a " so in ett : 
a ie ae ae ee ee. i) ee cee ie we 3 > em Se, y ops 
o ; Semon Sf - Be ea ae . i . Body oes, 
pete an as e ; : Re ay. OS are ie 
| tA ee ees : a ae a eg eS BS eae oe (Ss ae hes 
ay ees aah ae ee Pac eee SF 3 a BS 
ee De See > au Ses ea " } — 4, ye Lee : 
Aad ee Saxe ‘a E hl eat Ri a ee Ny 3 z bd Seamer gasses" ve % : (ag ey 
one Wee ee me a4 si e a he 4 , mee 
es, oS i c a cig , - a Spins st ¥ ma 
Soe cue —— eee ‘ m sig, ee, act gs 5 as oe hi. 
peoyce/? Beh gee” Sa : .. — = = _ ; : eat SCO res ae 
Ba As, me o lS 4 : q a oe BA,” ie 
aes j Ly Se 3 a ‘ q " we ee . 3 es 
fe aa ar a NT Se ey tho ae Bi 
fete BESS ES Sr a i See = 3 tag So a ae aa ae 
ce : OS ti ae ey hs ce " ‘ a. Et ¢j 4 Soe ee 
' pa aless ee Qo Soe Big , > Bs Ateneo Steg ae cout 
2 aed Ger Say. ee ha avila 63 Be a <a 3 igs: 
ae oe * Se ae wen . a “ , : 
ie ‘ oe a ae " kas a f ee — 
. aagtea arc mn ee a ty SoS ‘ a 28 “si ¢ ies SP: * oe: eo. : i 
BR eg ge is, bee ' “ ; Oe eee  ? eg ae ear 
rea ake Cen ee ™, s “ 4 se gk at ai: ig la : om 
ian ; oe eee > a ee ee, = sie 
a aes ’ ge tes as Pts . Me ee : 4 . el 
2 ier is a: aoe Saas x Re: i » a neae 
Boat ' : Se aa ; P oe ee Ee 
ade ae 
Ny a .. { ee 
er re 
; itil: 1a 
a - af 
oo eee 
ane res 
\ ee ss 
p 3 i te 
‘ outs k vf 
i tigi ae 
{ ae ae 

- “i : 

aes sie 

a = ¥ 

ae a 
a a 
‘ i 5 
| 3 
ms. eee a 
' : ne 
| niga ee S 
| eee i 
‘ia : 
| oP 
| aK k 
Cor oe 
ae Me 
4 Pe 
se . 

3 ere : 

: Ap a Kal " : ashy q 
ay - 2 : ¥ : ; : ied P 
i Salle Wee ee  Saee e. seb hee aE ees she Visa Saas nigh Or eeeg NS at A Ol, Oe es, i Gia gees Wie has So fee ee ae eS eae a a te See Neti Se Cae Oi “hae Soares ri Ee eet aa tae Fe gh. pon ea ee oe) pan 


Same Job Tends to Bring Same Pay Despite 
Variations in Location, Type of Industry 

New York, Aug. 4—Technical 
and administrative employes tend 
to receive similar pay for similar 
qualifications regardless of indus-_ 
try, location or size of companies. 

Results of a survey just com- 
pleted by American Management 
Assn. indicate that there is a na- 
tionwide job market for adminis-_ 
trative and technical personnel. | 

The pay of top management, it is 
pointed out, is closely related 
to company profit performance, 
whereas middle management per-| 
formance depends on departmental | 
scale of operation. 

s The 32 companies in 16 indus-| 
tries covered in the AMA study) 
are in rural and urban areas and_ 
vary in size from annual sales of 
less than $5,000,000 to more than 
$500,000,000 and from less than 
1,000 employes to more than 30,- 
000. Despite this diversity the av- 
erage variation between the lowest 
and highest salaries paid for the 
20 positions studied was only 54%. 
This spread is not much greater, 
the report says, than those found | 
in salary ranges established by in- 
dividual companies for given posi- 

The highest rate paid fora junior | 
engineer, for example, is only 26% | 
above the lowest paid, while the 
highest-paid systems and proced- | 
ures analyst tops the lowest-paid 
by 66%. | 

Technicians usually are given 
the same treatment as middle 
management in matter of salary, 
the survey report says. Policies on 
overtime, general salary increases, 
and salary administration are simi- 
lar for most “exempt” employes 
(exempt from compulsory over- 
time penalty pay provisions of the 
Fair Labor Standards Act). 

we Only 21% of about 600 com-| 
panies report additional pay for | 
overtime work performed by “ex- 
empt” personnel. One-third of the 
companies which make such pro- 
visions do not extend them beyond 
the $7,000-a-year pay level. Most) 
companies that provide overtime) 
compute it on a straight time basis. 
or on schedules grading downward | 
from time and a half. Nearly all) 
place maximum limits on the. 
amounts that will be paid. 

Thirty-five per cent extend gen- 
eral salary increases to “exempt” 

personnel. Many, however, use a 
cut-off salary level of $10,000 a 
year beyond which general in- 
creases are not extended. Another 
40% have formal salary adminis- 
tration programs for “exempt” 
personnel. Most of these include 
the use of organization charts, po- 
sition descriptions, job evaluation 

procedures, and © 

is the first of a 
on salary range 

The reports are 
companies evalu 
sation policies ir 
rent practice in 
They are availa 
tion basis. 

The AMA con.p° 

‘oblished salary 

sation survey 
tinuing series 

and trends for 
specific administr:‘ ve and tech- 
nical jobs in busi” = 

and industry. 
igned to help 
heir compen- 
light of cur- 
er companies. 
m a subscrip- 

Miller Brewing Boosts Two 

Miller Brewing Co., Milwaukee, 
has appointed George F. Gill and 
J. R. (Bob) Wickstrom assistant 
advertising managers. Mr. Gill, a 
member of the advertising depart- 
ment since 1950, will handle radio, 
newspaper and television, and Mr. 
Wickstrom, who joined the brew- 
ery last October, heads Miller’s 
outdoor advertising, window signs, 
distributor advertising and mili- 
tary and export advertising. 

Advertising Age, August 9, 1954 

France Names Wiggin A. M. 

N. C. Wiggin has been appointed 
advertising and sales promotion 
manager of J. H. France Refrac- 
tories Co., Snow Shoe, Pa. He will 
coordinate promotion activities for 
the firebrick, castable, plastic, 
combustion chamber, mortar, spe- 
cialty and chrome refractory di- 
visions. He formerly was with 
Rockwell Mfg. Co. and Westing- 
house Electric Corp., both in Pitts- 


EARLE CABELL, President, 
CABELL’S, INC., Dallas, Texas 

EDGAR J. MACK, Jr., Vice President, 

“We, and our local distributor, 

more than pleased with the way sa!rs 
of Red Top Beer are going in Li. «. 
Ohio, as a result of our sponsors!:\p 
there of CAPTURED. Both of us are 
also pleased with trade and consu’: °r 
reaction to DANGEROUS ASSI« \- 
MENT in Columbus, where sales are 

“We have been in the dairy business 
in North and East Texas since 1932. 
Last year we went in pretty strongly 
for television, with DANGEROUS 
results have had a great deal to do 
with our setting new sales records, 
the biggest year in our history. The 
show has continuously built steady 
viewing audiences even during ‘second 




1953 574,700 
1950 505,300 

(Over ¥2 million people spend- 
ing over ¥ billion dollars) 

The Hi Paso Times 

An Independent Newspaper 
Morning and Sunday 

Fl Paso Herald-Post 

TWO Separate Newspapers 
_ 30¢ Line BUYS BOTH! 


run’ and ‘third run’ showings.” 


Partners in 

Back of TV’s Tp Syndicated Stars 


ROBERT BUCKLER, Acct. Executive, 

“A ‘Thank You’ is certainly in order 
after your survey of results obtained 
using INNER SANCTUM in Green- 
ville, S. C. for Bunker Hill Canned 
Beef. Our client’s brokers report sales 
have jumped as high as 300% since 
we put this product on television. 
INNER SANCTUM is steadily making 
a strong bid for the number one film 
rating on the station."Best proof of its 
success is the fact that our client also 
has ordered this show in Charleston.” 


Are America’s Smartest Advertisers 

Si ae dates Fig aoe Ff Ra Net MN UREN GA. ee, <a SE RE SS Oe ote ahd a MeO Te 1 Soya ae ME CRN Pw Pe IS cs ibe Si ELE fens RAY Ni ba SERED MORE a St 9 Sic ory Eich Waar ik RE ay nee ote TCR Pie RN TORO ie Dana 
AS Pek Et RIO LS RG INGE LA. gy A ig” pate MN A ht es Serie ne kD ha SESE Fe eee I A we en ae CMe tn p SOR Gy MERE AMEE ete ee PE AEP Se REM aire es ran ate opin tot Gt Ouerered Ae ap, Coe RR Le Warne Remy MS 4 oe Seal CA Ti at a tee see Bae ep arco, St Ce PN Leak, OM Chee Bie te feeehge et ORR ow «3p 
Sie We Cana eae ae eae Ae ri Nea ag a aha Ona ge SLAY ge aS Mg OT eR haat RASC EP 9) Og “ee eke ROME We tee ee og Oech (ely Ee Wont ort Ot Pata ARON, aM AL GARE HGN Sh UMM Dye ae Reema gest MPN Ee Cau ctn CY NA GAG RY BO PO Seana Maen OR gti a ne eh Cb ree Em UR IE tae ft SRC HEN ns ge a eis Bey NE 
TO a OR? | ge aa aN el ok RRS ay i BO eet SE IIPS 1 ie hea eae ahs Sea iar tah pa Rei gk ot ga oS ak Naan gee Oh 2 Mee oot rh Dae mena aad tae Hake ER OD ent Sy cee LT RECENT Fae! 
Aegan OPN Shae 1 erate Cl ar ae nn ee ag Yate tect” MOM ES aie Sie ee SEs ye Pea. ME ee Rees fag! ot AOR AER REET Sb Sages * aS, AP ts: Res, ar tees Ps aang gia beh ga ae bY aul iat, ba yer ee 3 ip On te Pee Hees Xela es | Meet ee pat SE AY op ee 
Se ee a eae! Me ad a ne an a Ne haat nea Nate a al 
Soe) ee . ’ tte : ' rs . j i : Sect aS ae 
Pe on = 
= ee i@ 
| : j - 
i } q 
; Pp po I | 
% } y e 
.“ ' Ww _ 
A od 
ee ~<a aaah ainda 
} ; 
e pe | : 
a : Po 5 2 
oats eee 
ag — 
ol ee i oe on iy 
ae 2 he 
ay een 
1S ae cree 
ace ae seg 
ae ( dis aves 
1 ee i 
| kn 
A aa 
Rare ' | e 
i ha Ep igh 
Pe hak a nel eee oe 
RS : : a || ( 
ree J “ee: eee | | f te 
33 3 | sa a ad eet : pine So \ ‘ 
oes 4 ee “si | } s ; = Et ee | 11 () ey \ ee 
7 te. Fede 
=e 2 o cs ESSN ) ta’ < cone 
vss as 
ee: oe V ee ste 
wee | ov WAAL AAA LE tS . A ae i rire 
Me ate MES # Po eae 
evs. VW : et 
: H oT 4 eo vi 
ae Pep AAA NIMC) a | ee 
oe SSO = ——— : oe . ae | Neaast 
a CAI seeds * yg EE ll ee | ( eam Tae 
ie 4 See Oy Se Bs = Par 
ieee a ee ) oe Se et ‘ : : i ~— 
ae ) HT 3 — “ae #3 —- - ens mj ‘: og Sree 
a i: s be Do a pee 3 eet 4 & az « ig ; 2 mi a P : Ts tas gt 
ba oo oe a + : || f ‘se 8 * AaB ees Be 
ae — a ge ~ . ae oe ies a} ; ig Se ‘STE & He! aaae 
ae _ Rs , be . eisai WS ea ee ‘ j joe a Se 
+ cia &, ee " : } See oe Sn en Et ead Bee ip Pus OE ba ak 
a a - a - : Fs «Tie bab, . ‘ = 
ane es a oS Es: sa 4 of = : . eae. ; V4 Ae 
a ® So = @ { ) s & Sh. eae e2 one: 
a = ee & oe. es. a O | >} ©) WI, oO r “ ey 4 ee * 
3 eae sh, és en 
ae a4 ib 5 em is Zi sess | ae 
elie i /< Oo | arg i 
a I saint y y ———w aie 
oe aa Seen aS_JIK} ‘ 0 O23 QO ee: 
ie = = == i se 
iy = Z - = eat 
= A BUIYA cassia : y 
ee ae Aes." - j 7 
kt . —_ | ie 
Sd : : Ss | | | epee 
8 H aan 
ee, oe ees 
eas ~ —- : ~ Y | epi 
iy THON Ss 
= ; : a \ ———————— | LY © I + mae . 
son : % Sa AR a TE : 
=e ag ae ae Se, 
one See oe a 
bak VAsay Seawie eee 
eas a eae Gee 
Bes *. < ce 4 sees 
ee ‘ . : i | oa ot 
ion “ teaey ee! 
merce: ca 
} hee 
ee, Tee a 
‘aoe , ate 
Pe tay 2 ow ioe Fog oe oe ” ae = beng. oe? Pee _—_—." f oe hy oe Mater Ms ~ o y eee te ae ~ Py Oh td Le aye - 4 a Wee ee a ay. NG Se tnd — Pr es Te ee on Nes ne eon 7 Pee $a, eee aw & Ro i pie ees sk = * +S Serle eee eg eee Gn oe 

Advertising Age, August 9, 1954 

Export Publishers 
Plans Second Latin 

American Magazine 

New York, Aug. 
Publishers Co. in September will 

bring out Servicios Publicos, a. 

new publication to cover the field 
of public administration in Latin 

Portuguese supplement. Page size! 

is 7x10”. It will have a controlled 
circulation of about 10,000. 
Base advertising rate for one 

Green is publisher and Norman S. 

5—Export Green, brother of the publisher, is 

advertising manager. 
Export Publishers Co. also pub- 

lishes Transporte Moderno, cover- 
\ing materials handling, freight and 
America. It will be published six shipping fields. It has a controlled |Elastizell to Richardson-Shaw 
times a year in Spanish with a circulation of 22,000 in the 20 Lat- | 

‘used by those governments. 

in American republics. pena, Mich., has appointed Rich- 
Because of the new publication ardson-Shaw, Detroit, to handle 
the company will move Aug. 15 to | advertising and public relations 

larger quarters at 134 E. 59th St.|/for its concrete chemical supple- 
b&w page will be $390. Paul R.}| 

Paul Green told AA that Servic- | ments. 

ios Publicos will reach all men in| 

federal, state and city govern- Storer Appoints Mrs. Monsell 
ments responsible for the selection,) Mrs. Vonne Monsell, formerly 
financing and use of equipment) publicity director of WSAI, Cin- 
cinnati, has been appointed pub- 
licity director of Storer Broadcast- 

jing Co., operator of 12 radio and 
Elastizell Corp. of America, Al- television stations. 

STANDT’S, Muncie, Ind. 

“As a retail jewelry outlet, we must 
have the very best in television enter- 
tainment. A show must appeal to both 
pocketbooks in the family. Such a 
show we found in BADGE 714, star- 
ring Jack Webb. We feel that as a 
sales medium, this show is the best in 
television today.” 

VICTOR SEYDEL, Director Radio and TV, 

“When a television program accom- 
plishes the twofold aim of reaching 
a large audience and associating the 
sponsor with an outstanding public 
service program—it’s a great buy. 
That’s why we are happy with VIC- 
TORY AT SEA forThom McAn Shoes. 
Ratings in our six major markets are 
high and growing, including New 
York’s 16.1 at 7 PM Tues. Both we and 
our client are pleased with the results.” 

SID GRAYSON, General Manager, 
KMID-TV, Midland, Texas 

“I am only too happy to endorse the 
excellent NBC FILM DIVISION pro- 
grams ... contracted for before the 
station started telecasting. From 
previous experience I knew that I 
could actually build certain nights 
around these strong programs. 
were all carefully programmed at key 
times, and other strong programs 
built around these pivots.” 


Ratings measure a program's popularity. But even more important than 
popularity is the program's effectiveness as a sales vehicle. 

How effective are NBC FILM DIVISION programs in selling their sponsor's 
products? The best way to find out is to “Ask the men who have bought them.” 


30 Rockefeller Plaza, New York 20, N. Y. © Merchandise Mart, Chicago, Ill. 
In Canada: RCA Victor, 225 Mutual Street, Toronto @ 1551 Bishop Street, Montreal 

© Sunset & Vine Sts., Hollywood, Colif. 


Video Set Is Now 
‘Electronic Baby 
Sitter’: Senators 

WASHINGTON, Aug. 5—A Senate 
subcommittee studying juvenile 
delinquency reported today that 
there appears to be widespread 
feeling that parents are using their 
tv sets as “sort of electronic baby 

“While tv is a mass medium and 
must be so programmed,” the sub- 
committee said, “There is a divid- 
ed responsibility between the in- 
dustry itself and parents in shield- 
ing impressionable youngsters 
from crime and horror stories.” 

Sen. Robert C. Hendrickson (R., 
N. J.), the subcommittee chairman, 
has expressed a belief that many 
parents fear that crime and vio- 
lence on tv contributes to juvenile 

The subcommittee is currently 
in the process of collecting ideas 
from 152 radio-tv editors from 
coast to coast. 

While most of the writers who 
|have responded to the committee 
‘survey so far have defended the 
tv industry and opposed any regu- 
‘latory reforms, the system of 
“block programming” has come in 
for severe criticism. 

,@ The American-Republican, Wa- 
terbury, Conn., responded, “Tv 
‘violence obtains today in drastic 
,fashion. Crime programs sell easi- 
|ly—this being the day of the fast 
| dollar—and it seems to be business 
first and moral safety of children 
second. We’re selling our heritage 
for the proverbial 30 pieces of 

One writer touching on the cre- 
dulity of youngsters viewing dra- 
matic violence on tv recalled the 
reaction of a child who assured her 
mother, “Don’t worry about me 
seeing this stuff, mom. Nothing 
happens to the good guy. You see, 
he has to be back for next week’s 
| show.” 

Tobacco Corp. Boosts Kahn 

Brown & Williamson Tobacco 
Corp., Louisville, has appointed 
E. H. Kahn to the new position of 
sales promotion manager of the 
northeastern states department. A 
member of the company’s board of 

| Seewnes. Mr. Kahn formerly was 

zone sales manager for the same 

If you are concerned with ad- 
vertising, marketing, and sales 
you will want this dramatic 
presentation of the facts about 
the readers of Dun’s Review 
and Modern Industry. Write 
or call today. You will find this 
booklet valuable. 

nd Modern Industry 

99 Church St., New York 8 WN. Y, 

PE ieee GRY Bal Vibes 2 go cl hes cel oP) SHIR ee a AOE A Same ete as |S abe eas Sk CR ean le RS GSS ES, amie <n, Sy Geil pani Sa Aa ae nat lve PAE Re eck oi nie / 4c ee emg Ragen a i os Se Mea eral an MONG! 2 Lie Rena ay Sa REA anne (ht 2 Oa Ree MORRIE A Rc ECE Mea 
RN: SRN Er ee ae Maths igh OF be cmd Sia eRe Ve kin ene EPO NEE Leese meen) Se" RC tes Ba A ae SOLS NSN a Res HSE rg AS sca Ors engi ve GUERRERO SY AS. | Ci Se naa Rem) oi Pema ts TET TA aay ONE SG 
EN Lee tee Cate ange JE = UGE Ca, Si tae « he goatee ons Ne ec ae cp maa Wit tee Es Sa Bre Tes oe Th aN Be iets ics Pe eens agg ay cA Gitetgy eT koe se 
Raab. ra ty paar pr ete | ae ah eerie: aired fe atc RO Bes Beat ete eee eee? aay WCE sear Me aOR a ee fen 8s ie AN se IS gt = a eS anal SsekGh pa a eae eve ee PC me et soits. Sige 
Beira Sie Mice et : FS) ee eae rae: Et aa 1 eee Poas ea gta ate wen eee Sei aes eet ee += oi rey ego 4 oe ee iy ai ier te ee as ie See 
ae eae x ay F a eke f ree ete pee See —t guage te We lie hg 2 Dee gS cat ‘he oe as se MOY ks ees rates patsy 4 bits ae. phan igi ae ee OE ae ea 3 
eae eae Te ’ SO aS 
ea as 
aah : 
pee hc & 
: : | - po 3 st ; 
Se Po = ; 
cadens Goleta, aa 
ie Z eee z(t : 
ae ant 
‘Se = 
mh a ; 
ea a 
psa 2 
aie ae 
ae a 
ee. .. 
‘4 a 
ee Reap anit 
Pla Pty “i 
Sciges ae 
mae ies . ri 
& : * eo | rs) . 2 ee r ge 
; i a a 1] fe 
‘ é ys pete ig 
“ r | P . . Be 
# . $ ee 
: : 3 ae ea ; 
a s : ; ay ss \ Bee | ee fi = 4 “pis 
ie } ON RES _~ % ‘ + hf 
ao oe — g & > i pote 
; hee | re & ’ ‘a } i ie q : ; % ae eS 
: Pe ee - i : ‘ rises 
: Lo the i a aS Le | ae 
: wee. } tes | . ie MF d até 
as if F HE : y 43 oe 
Be 3 i. < aoe % [3 eR oa 
ery bees i. a 4 . Sean , aa 4, 
ce | a » es i = =p)! eet 
ae i - eS a a 4 Be 
an: —=—) = 2 ; 3 tes 
a ong ~ bi - 
Hees ee, ee F a nay ee ke 
ak A Git ae Se 5 Soa ee 4 
eis ee aa a RRR areca SPR ie wes | Oe 
ers Rema oe cc. ag iar ae ee ee lo ae ———__ ——e ne " ah Sees i 
rarer wen ee ence = ay Be es S & o% \ > pes ‘ 
q oe és Soe as Bee ere § . Y\ ¥ OS pita am pee 
: se a oe oi 2 RS eee 6%%, — —>) 6%, 4", DENG * , nee 
a Sh), Soe eee , oe 4 " _ M . oY — is SS4.0) € i ‘e : 
bai i ee 2 4 se q : 7 Ss 0 coe ee \ 4 ass 
i 4 By, See 3 ¥ 7 f 3 ora ¢ Bee 
ae ba hy ya a, Wille Cane | ae | a 
sent CS cesagers ae? ia Py So Z cai ie iP er, eh \ ae 
Eo a Ree > . { — ~? , Ze oo yarn a SA ee : 
Pra : , <i a " lark, ok ai 
it » Pare be ain, eee | is 
me . ? edie ‘ 4 ee 7 
Si. , ~<* lee eee | : 
ee a en ‘2 , 2 ae * | uh: 
Aen es ra eee Bie 
2 ee —— —_ 4 Ee aera ae. 
Ba oes ON idles ma 
| Uae * cae Sega see eae ce 
ee oy os ie ’ | Pome yt ie : a Re 
ah: a et 3 Oe 3 fs eS. eg 
oe f a cm Poe oe | ie 
e° eg. Fi sd: a Bia. Pei ns 
payee ) ———<$<$___. = ae Dees rosea are aes eR ‘ a 
— — - Se Re en 
ie a . | ae Re pie 
seis 7 Reo BL Me 3 ai ee as 
ae 2g i see ‘ ~ o. Spe ae : Hse ag 
. | (aie |. am for r 
re ’ e oi i ee 7 : G 
pos 2 Se re. e 
eS. a | i fe See a 
nee » PIS aN foo ee Apa 
hoe 4 j ] hed t \CCS Sires peels Te 
ane 7 oF Peeery wd oh 
ee | ONS ie ie 
oe | ro . i 
eee % eh Os “S ae 
r 3 5 Spe atom . 4 
a4 ? : pees ae bi 
| 7 : ee _ | 
) a 
: ee — oe 
ess pe 
Pus 4 | ae 
eetere: 1 
- | ee 
adres ¥ - - . ~~ — ~_ . = 
Ph aaa fae te ee ts eee Me alliage Lie ere wt Bet ee we ae SS es * oan ay tna tak pe Otek er et he Se FN gti oh 2 a Ey meee Poe ok Og SN eR AS Fa cy ape he Pe ae ute ae Fs ee Ba ine ho ae ‘ ae ts Mg Ae a ae - cd 

16 Advertising Age, August 9, 1954 

[BAS Will S “lute | 
Top Radic salesmen Getting Personal 

| New York, A. 3—The Broad- 

er cast Advertising ieau is going 
| to see that the « try’s top radio : 
| H ‘ "salesmen get nis al recognition. «aa = oe | henge and acai manager of Station 
ee | Starting this ith, the radio} WIP, Philadelphia, has been made an honorary chief and given a 
i uu nt ng issue promotion bure vill honor the| lifetime membership in the Pennsylvania Chiefs of Police Assn. .. 
t b ‘best salesman « e month. The ae yoo manager of the premium department of Needham, 
‘contest is open time salesmen uis rorby, Chicago, is recuperating after a visit to the hos- 
o e biggest, who work De a ‘the 850 BAP-| pital for anatomical alterations. .. 
member statior ‘inners will be Public relations head Ed Gottlieb is now in Europe on behalf of 
best yet iJ selected on the ss of (1) imag-| the foreign clients of Edward Gottlieb & Associates, including Dutch 
ination used ir king the sale;| bulb growers, French cognac producers and the Hawker Siddeley 
(2) obstacles «...come in com- eo Ltd. of Great Britain... 
. . pleting the con»... {, and (3) vol- lean News publisher Mike Lown and his wife Rhoda have an- 
Every type of hunting engaged in by ume of the sale nounced a junior publisher in their upstate New York family. Their 
Elks will be featured in articles Sept. 10 is th: ‘.adline for sub-| first child is named Maxwell... Robert Rawson, account executive 
b f - -mitting entrie: xr the August! of Sherman Lawrence Advertising in Newark, weds Rosalie Kaplan 
y famous outdoor writers. ‘competition. Eniics should be| this month... 
‘mailed to BA/} ‘eadquarters at Singer James Melton’s new book on antique cars, “Bright Wheels 
Of the 1,078,590 Elks who read, (270 Park Ave. o...zes will include Rolling,” is dedicated to Darcy Advertising v.p. Stanley P. Seward, 
. . advertisers, agency men and busi-| who “started the whole thing and helped me find the first one’’... 
believe. in and buy from The Elks -ness paper editors and reporters.| Lois Cowles, daughter of Look publisher Gardner Cowles, is en- 

Magazine, over 41% are known hunters! The top salesman of the month| gaged to John R. Harrison... 

will be rewarded with a silver and 

These men with exceptionally high | Smany Seng and a lapel pee. 
incomes will read The Elks for October © Roche-Eckhoff Elects Lee 
: cal, ° Roche-Eckhoff & Associates, Los 
with unusually high interest. _ |Angeles public relations and ad- 
. : tisi sel, | h d its 
Advertisers of hunting and outdoor catia i Geena Echelle aM 
equipment will find this issue following the election of Bob Lee 
‘ as v.p. Mr. Lee has been with the 
especially resultful. company for four years. Frank 

Roche is president and Irving Eck- 
hoff is v.p. and general manager 
under the new incorporation. 

NBP Elects ‘Materials’ 
THE MAGAZINE The election of Modern Mate- 

rials Handling as a member of Na- 
tional Business Publications Inc. 
New York « Detroit » Chicago « Los Angeles | Washington, brings the total num. 
ber of NBP member-publications 
to 165. PARTY FOR MISS FRANCES—These NBC-TV people gathered for a sur- 

prise brunch in honor of the birthday of Frances Horwich, of Ding 

Dong School. Left to right are John Whalley, operations manager; 
’ \ aa secretary Sallie Recht; WNBQ-WMAQ sales promotion manager 
DON T John Keys; account executive Edward Stockmar; TV sales man- 
ager Edward Hitz; chief engineer Howard Luttgens; secretary Laura 


Skidmore; business manager Neil Murphy; Robert Kendall, head of 
talent sales, and standing behind Miss Frances, Judith Waller, head 
of education and public affairs, NBC-Chicago. 

Annette Mary Buckhout, daughter of Life ad director Frank Clay 
Buckhout and Mrs. Buckhout, will marry Jerome K. Chase in 
November. .. Ex-Maxon v.p. Carl Widney held a one-man show of 
water colors at the agency’s offices July 19... 

Philip Morris & Co. v.p. Harry W. Chesley Jr. is the new national 
chairman of the radio-television-film committee for the United 
Community Campaigns of America, succeeding Joseph M. Allen, 
radio-tv director of the ANA, who has held the post for the last 
three years... 

Three top Philadelphia newspaper men have been named to the 
Pennsylvania Week committee for this year. They are- Lee Ellmaker 
Jr., publisher of the Daily News; George T. Eager, assistant to the 
publisher of the Bulletin, and George M. Neil, genera! manager of 
the Inquirer... 

Irvin Boudreau, account executive with WDRC, Hartford, had a 
startling experience the other night. His New Britain, Conn., home 
was struck by lightning, starting a fire in the attic. The bolt, he re- 
ports, damaged a tv set and caused other trouble te the house struc- 
ture, but no one was hurt... 

' Enroute to Europe on a 21-day trip is Frances R. Dickinson, sec- 
LOOK AT KWKH gS HOOPERS! retary to James J. Haight of Wilson, Haight, Welch & Grover, Hart- 
ford and New York agency. Miss Dickinson is one of a group of five 
JAN.-FEB., 1954-— SHARE OF AUDIENCE Hartford secretaries, all members of the National Secretaries Assn., 
bound for an overseas sojourn... Edmund Kasser, radio-television 
Shreveport has five AM stations, . _ ] ; x time buyer at Ruthrauff & Ryan, Chicago, is the favaer of a daugh- 
and pr panier es This makes us pases attire haractsatit Bess 4 *totion O | Station E 1! ter, Kathleen ge hong” ; uly a. Mrs. Kasser is the former 
: MON. THRU FRI. | Mary Elizabeth Mead, who, before her marriage, was instructor of 
+ em i i tm 8:00 A.M. - 12:00 NOON | 38.! ens ia a — Aa radio and speech at St. Mary’s College of Notre Dame and copy- 

litan Sh : MON. THRU FRI. 443 21.2 92 6.1 19.4 writer at KRNT, Des Moines... 
politan Shreveport itself repre- 12:00 NOON - 6:00 P.M. . ‘ James Gray Inc. president Edward N. Mayer Jr. has been elected 
ee ee oe A 2 as. | ga || to the board of the New York Guild for the Jewish Blind and its 
KWKH'’s coverage! one re. = ere. | ; ; affiliate, the Institute for the Normal Development of the Blind 

Child. ..BBDO chairman Bruce Barton has been reelected chairman 
of the American Heart Assn., and Cleveland publisher Irving B. 
Hexter (Industrial Publishing Co.) is the new secretary of the 

Frank Lyons, p.r. director of General Motors Corp. in Dayton, has 
been appointed chairman of the campaign promotion committee for 
the Dayton Community Chest... 

George Weber, head of the Seattle office of Cole & Weber, has 
been elected a trustee of the Seattle Chamber of Commerce. ..A sec- 
ond daughter, Cynthia Anne, has arrived for Revill J. Fox, of Rip- 
pey, Henderson & Koska Co., Denver agency. This makes the fourth 
youngster for Mr. and Mrs. Fox... 

When Lawrence Crowley, of Russel M. Seeds Co., Chicago, an- 
nounced the arrival of a 7-lb. boy named Brennan, on July 17, he 
passed around Raleigh cigarets instead of cigars. Raieigh is a Seeds 

Look at KWKH's S.A.M.S. AREA! 

S.A.MLS. credits KWKH with 22.3% more daytime radio 
homes than all other Shreveport stations combined! Cost- 
wise, KWKH delivers 89.4% more listeners-per-dollar 
than the next-best station in the area! 

: ‘A W * x 50,000 WATTS 

A Shreveport Times Station CBS RADIO account, of course. The baby’s mother is the former Traber Guthrie, 
TEXAS erstwhile of Benton & Bowles... 
c Ensign William P. Hobby Jr. of Houston, son of Cabinet member 
SHREVEPORT, LOUISIANA Bi a hes Henry Clay Fred Watkins Oveta Culp Hobby and William P. Hobby Sr., president of the 
ARKANSAS Representatives General Manager Commercial Manager 

Houston Post, is engaged to Diana Stallings of Boston... 

ihe RA DE eee, ME oe ee eS 2 Pay oh wh ot Ca eth Se OB eee ee seme ass te Re MS Ce mime Bia be eto: BAS iv gl Sas SING Poa eR Pitan. PRR ge ia by ee BeaiCee NT Le a MS On Ras Aes a ae ish. tLe Bese Panes sas POR TYG iS ata ta OS <8 eae Aa ON aol Ty Uy See PUNT A al a BM A 
SEE RUG ee te cde tele eRe EON 5) IRE OCT, oy MRO Sar Reps eee Fe) ML aa ne Ue SUR Eg Ny OS oe. TR” Wem ier gd SEP ee ie es ea, CaS Pak VE, nies g, SSE Tas ts le gas ae PAN See ay Sa, aa ee an tae ine RMR HS GaN CASS a ar RR GE or Bae ae 
Pome re ae Merce nt Par sce eke Rea enn \ ORAE Loy sate by Loe a oa eS peg caer a ieee Mea ma ee: Geran Ne. TS Pe Mea ok PES ACACSW a say ange  SRUERNEE Nias RT LAN PROMI Oc ner Ie Mama Berea Sct COMI Ik lg ean Nt sh ana oar ah iy Be atari ae 
ge ee bes iG AIST Phare. ms ay a Fe Vs eas kr ad ee eS 2a ai len a Na ne a EE DEE th ME SE aire ain MR eS ee ee A aaa aed oe ta Saree ee bing Wt ae hE a ds tea Voce heey ce eae i ig iehS, + Vb tee VRC a0: AE Be el CR ymca Ge | Ooi emeee age ng ele eee og Bee Ne “eee ro Soa aii bs gee Seared 
ee ay Soo ce aaa: ae AR a et men ene oo eS ok ee RRS ee on PU Mary a grey hE Fi Galea 5 KE LD RENN iy She a 9 TRAE SIR ace Nh rea e Ba5. RE BRET ris he RM De ee RLM Palit OM OO” el amie ey Kes coe hae es oar ate ey or bya eadre RoE aes Dia ae Pet il ek ti ae Ea eae) hee 
Gy Ee A eet 4a daa rata a ae a a act aM, oS en aun KONE CRN Ure ee Ce pei Sar tier alien a oe oles gs ph ai Le oR eae (ii a Beak: See ee eae Oi ee Ag teh, ae Aster pete. fd vtcy Societe 8 geass hate ¥ 
sage ; ee Wee f i ot ee acs et pee eR ag seth Spas net ing Seo Ts See eo Se tle ts hea See ee Oe eS bea Ad se ey 3 Paedrans Mane A PG aE ‘ha a a be feeb ae e eae Vice gh ae ek Ora ema 
eras ie a ee at ea ee oe etl se ; oie oe 2 io Fae ig USEC oe Eee er Gree esa UA 
ee : : . : rc ote ste Be | Sy lato E. Se bi i 4 Pa ee: Patt te 3 5 . ea, Ai ‘ r i f be ; 7 ‘a E: Phe Ree iss A are erat on ai PRES ee aes fi 
Let i ealiou 
Be . Me aca ag i 
ce oh MRE» 
: | ee 
; 4 
} : 
’ d 
4 ” 
“4 / 
| a F 
| j 
» => ¢ | 
Be , ‘ - 
_¥ " Pr act fit = 
a ) d : 2 
ee ; » | 
re _y ere \ ; 
a ae. £ a i 
Pr . A 
eshte ‘ i 
a4 sb : “ | 
tabs wil | 
: ar ace ~ re Mi 
iy b ‘ cs, ’ 
- : baa . 4 
: A | 
ae j 
ay : it ! 
ee. ie "¢ | 
en <li Z 
aia Fs oe ¥ ee 
tee ye ss “eee 
one vs. a Aer 
pa: ti " % A | i? v3 z 
pe ae va” i cay ee 
peat cs 
ao ' : ase 
Sei | | rateaek 
an hs | pea 
ary - : ; yee 
pare ; , tie - ’ * } pa 
mae _ Mo tea wane 3 Ste een eet eee he cee ange Pte eke See 
of Ps . | ae es ee lll jut 
> j cg ree Sel RN ee es ee ae i Bese 
Y SS } | ee Ny ieee Ye ete ae ate So ee mares 
< ey | c= — ae eg ee Se aie coat! ate bees cy 4 Sle 
ii dimen 4 E | er. ae Nee ? t= x eect ve 7 ees } et 
ake , a _ - \ ) - ae . a . . 
mete : ; , ‘4 x : ; ~~ 4 A 
fig = EGS. Ty Vere .. TS . Za 10> 
J rs 4 f s = : = " > coe wee 
y > . ee en eats ; E Py 6 i a \ r 
in *s j Lis ma: tae Pa, SS - 4 ad r d a Lat ie 4 . \ ee 
a - : } Aaa. ap = = ae *. re " = j Za 
ba eS ea Den 4 Bs ‘ ; : : \ 3 
a 5 fe eee os ‘ Fc 4 “ee ae 
Rae 6 a ets ks OE ew be E ne : 
i : 3. eo oo ae - -s fae ; ged Me Nye 2 
“ ro teen NG til eaten Re pe P a P ag mi 
Seven Be cen? rete oom ’ : SR, Peo, 
gee So ee 4 : PS SS aie © : Sha { aS 
are Soi Pa aoe : > "Hs cas | i 
_ Maha eer _, » s “Goer 1 ‘ ae 
renee ~ i. : 2.2" = & rs 2 R 
pe. a ~~ «~» * (a) 5 f sn | ic : 
a ‘ een ee em 4 | Be ed te 
‘ _ es . eS —_— se. ie is Be sa i wee 4 te: sii oft 
Soe eae 
Cae Tad Tas Si get Bay Fes. 
oie Se eres aes 
ie GL deh 4 : | Nees 
: Portes, 
Lae bigs 
a ie uh 
aes Ss ae 
Gees aa 
“7 appl SS 
at ae a 7 
ie - 
: bie. ee ae 
ken Raita Us 
yest Bis 
i. cei 
ee . — a _ ee ee 
eo a¥ ee - ——.._ stu 
Pe x _ =a Z, : a 
e ar —- Tabs ey Pe () = ek Be 
—— og von . A ian 
eee ie - he z Ck oe ee ( * ee : 
ava ee P fa) Heo: fe. " ae 
se a er pee Fae ee \s . Bar - ‘ ine 3 * rs, 
ae: Bees ar 7 ae . S ee ete 
PS Pi ‘hier : . » Fa j ego Eater ¢, 
ectires eee abe : ‘ 4 ee a % re ae 
rhe ee é yee ce 7 pee ae “A AY " eas, ae 5 lana 
nei oe -_ ~~ ae he pene 
Bia ; i ar mer. S: 7} 4 fa * Pace 
ee: x a ret of) a in "ee 
5 ioe é ee . 3 a Ze 77 ¢ ite Bee ee " Bere? 
yust a +, 3 B64 . es - e.- = sae ei 
setae re Me! : ‘ poe ea ; w. 64 Ste ee a . 
eka i ba 4 er i wee Ps . S 4 pe * eeu, 
eas ha. bi a cine a fer } ® eg ed aes 
aie “ Ley ——— k Par WY ae ¥. esis ae we 
4 if a i Pee i Be. oe Weuc 250 F 
ti . ge in J - : eK rime ’ 
: > my / q eS tS ae fees id 
™ . ‘ > > $ Pood a Be 
5 = ae ag Tht Cee a... ; 
me q C aft = ; we i Saas ? at : ‘ 
aE ‘ Ce Se - e Se gs { 
ce REALL) 11th a re 
i ie, we eS 7 ae Sp 
Sine ae — ce 
a By 4 te dp 
aye tees 
Me ee Mee 
Be opto 2 
Nay ae 
is S i wy 
Pak meted ie 
ede Pes 
pre ti rae 
2 ee A, 
oes - oes q 
ae i eer o 
, wo [wf | 
Se EEEEEEEnEeeme ee -— ‘ tT A 
< ” ss ‘ ” 
Pe , 
” ’ “ 
a DY ie 
; 9 sad fe Wey, ‘a i a 
»\- } | : 
. ot © \ o/ 
| 2 |e “um m 4, /Y Vaal ‘if 
TEXAS > *. oT \ (97 2 
4 9 ae i a ©, 4 | 
oie \*)) 1/6 | 9 | ; 
ot \ ” ' DP sy i: 
e Y~— - . - | 
\ ” (ey 4 
ae oe oe & athe 
N we ae 
0 7 - ae: 
eo st Ay 
ee oo 7 mer 
— ~ . 
eee ‘i : - ° iii, 
foe iy: er: eee nh ie RS: re . * : : : > ; é 4 ¥ . fae : Pa . ae .— 
SNM aS mt Sree ae Ms hak ee Piety he Sy ae Sree "3 Ss ea en age BOE Pei ‘ Aten ; ey ; 
ee ge Qe ” CP igty Bt apt aa ~ * ae. ex Pore > * ua *; SF ea ~~ os = a 4 Marg. e ee ae es Pere eal ee 6 ee ys: ty ae Em = SS Ae Te, 2p. rk — ee 





Daily Newspaper 
in Chicago 




ost DOWN 


il sy dated PETS. HB, 
. EareN ik he eae 8 oot Be Fea 
Pa £225 e bie Sat ey o wich se RN cg see a toe on Sad 
~e ved at ORES BO had ah x : ae. 17% See Ar : Pa “SP Shae be ee ey: Sn 
Ue een Ra ee ee ee te SL athe, st cae one Scat SRP Ow germearede cel ; Bh EE RG Dig i hey ahaa or eee, Teoh were 
Pate ae PR eras Ca sawe ct ete ghar ylalge Shs ca =a lig: tier SS he a ee Re Se pgenah ne ee SATS ae the ln ty ar aes” ie Wr ine eek one 
ro Ate WS en Nar Senay Pet Gunes r 9 EN eS Bute Cee sah oe Poa Pe ist taht F hn ete SMOG 1) Raid Ste Sa Sth Meal PRS ae be Regis Coe) rere, Pee ae, Be eNotes Bet a 
i a es AG Seat "¢ Hee Sip he Tate a he, bers te ae ae © cy te : FES Set ray AY ae ea Ree ere mp lag ts OY ea ea de, = ee Medan ee a We hates. Sate Yn TE lee Seige Reelin EAN, . 
a. oS eed PCN ee WEED clit mee = age Oe: ta Bat ey cs SRE eee Pas ro le Beate Ae AY capt Ch rg Re Bani cent © Paes ok eae ta. * eat gee aks sei ce eon een ame 
ote ih miley) al oy eB WR re eae Oe gst a ieee SA OU baat nf pet Te See bas lee Ate sh as Map aa by mee a et) Ong ee co" co eeea heater eaten nS 2 SOMERS owt oy oer garek Leena Ree een aaa he ies ees 
ed Ae a ee + "ts ER Mee - ts m er GES iad ist oe se GS este ft es ie ans eee or Riser et ge. vata a nae eS ene 5 Vie pepe PREP Goin Se Fea oc ra Op ie a ; oes peer “ee ae oat = aye Rea See ; a uf 
pe > we Garis, Wrias) . Liae wes are ey gue ystems oy Subir id Tee tbs gd se oe SAAN loan gt 8 cag aT wo ae Poder ie yan a en ee Stee? ceva gy CP Ca Way Wars ie 3 Oe, eta A ean ete Set ee ee i tee “4 pan Rie = ae + ane oe Rs aula 
ign FS ee ies Eee rs De en eo ee ete Weenies. pace eek ae, See aye eee s) Cah ee Te he (aN Ni bd ge vig reneiee Mee tM Bene) ra pene ha pa ae Bf te ee i Pet iee yl oe * Res 
2 ae Peo ey tees an ca gs Os ho N NN £0 tet ep SO a i ada a le pai a SAE Oh ee EW yeh me VN tes Ee iemewiece Bes Oe shea uate Peet oh Gis, heme ergy ON ? wats hire SRE Aran s giat Mpowtin Wee 82 ea aig te hae re erie = , hye % 
Pale pie a 5 ? 3 3 Z a 
e Piputs team: Milngane § Ato u Ps Le ORE Le eee ee My SEN Ne RMT NS Se eae Be isc Ltaa in. jet Seeing So pee hig. ae oy oe eee SOE ren a ora apps te = i ee 
Re aEE vieak 2u RC et eA eee Bl DOR api ee cage Seat ie Ss, eee oe RE Ga ae OS ON aE eS eee ae j ott oe eae Seon v1 Sere Sa! Ser aes eee eee é ‘ = ‘ . eg we 
etn. ee: Ee, Mit tek ere eee, rarity ae Ty oe co a We RAT) Aan T . ee A Ey agate Wx eet i etce: sore wh dey + of = eee a Pine st i.e WE of S 2 eae ee = = ete . is ee ti 4 ® ? Bere) Pane§ 
fer art: Seo. rine Real ted & eMac taba | _ Soe ee a the te a A aa & ve des capi aaa ee %, ae aes pia Sie ees yey Sere. ra ee 2 * ae 
wae : Pane Pies st os % Ree cae " ' 
See pen a 
ae ge 
pra 7 : 
V2" 4 
j 3 Se ‘ 
: P SET . 
sf & ; Be ag 
. ffk- 2 At Se 
4 Ses » BF? Fess eee 
" . : y Sey 
- = : SS 
: r é x : ae See = 
x $ 23 SSS 
“he ipo es 
% = Ee y SET 
: ae 3 eS ag 
7 = 3 2 5 & Sex 
2 3 ag Ee BS . 
% "3 = % ae 
‘= ae N 3 eS 3 iS 
iv : ag Be By Fee 
: = Ps > y a ee 3 
= 3 a Re s cm ~ 
ce ee, SS s By roa 
: ee >} x 3 Se 
oe wi i ey a See 
PU ges F > SSB eae Si 
Re SS ‘ hae. 3 Saal 
es RS x = 3 = Reese bia 
y we Fs Ss 
ts os = #3 eS 
i. ey - = 8 sR EN : 
& Ps s a Seiten 
SEF ers F ey ee ae ; 
oe ae 3 az gies are 
% w= ‘ SS ours ae 
: Ww . z = gees ae = es 
sor Fs: ; : 3 3 Siete Sees 
4 3 ; see acenretnnsan = a 
oe a 3 SRE Recs tins ‘a a 
Boos Pg Se SSS . Pea 2a - 

- hs ce ee oa hes ss 
er oy 3 RS Rena ES: 

hin, SF FS 3 Rea Dt 

eae a ed pier a 

os Be a Sy : aa 

Be nee: aed 3 3 y = 

pienen SS : as an 
Mei % F ieee i San 

oe 4 elehiny naeetie t 

ee i ig 4 F Sa Sieg 
7 oie Bs ees 7 : bee) 5% 
a Le SS ; 2 ¥ ioe 
zee = . 2 Ss a a A “aie 
ae SS =, Rees 4 eae, . 
ae ee foe £ i al ERE 
MoS eee SH os * 7 Pe > 

Orem SS Se 4 ; 3 

ee SBS % or . 

apes phe SS 3g . See é a i 
thse! : Bs ; i eae Le ace 

ays SS ae eS > seh ie 

tire = Soe a Bese eee 

ree ‘ 3 BS $ Sa Calas 

: 3 “4 ie Ea 
as oy Se 
eS — £eS 

es = PS whe 
ie eS Sed 

Bie alt eS =e 3 on peas 
te Le ” gee ets ve 

ye ee See 
Ba eS See } N Sy “e a 
h gee re he 
. ge 33 9 ¢ 
“eae pas ) : fee 
ees he ss : Rata 
ae $ é peed 
oa ; 3 4 F ee Ss 
cous s S39 er 
See Bae: ae J eee 
; ime SSz 4 B's 
meus oo ae a3 é : 
ee ‘ be ae ee SS Bis oir a 
Pe pene re Soon ae ee see 
Dee ay ele is An ee 
euath. Sot. Be he Se, 
ee ee 3 pete 
Mae ce ge ae sees 
To | oe ee ee 
he Se eg ee 
j ee. SS tie 
ee i Se eee aa 
a oe PS eed ; : eres 
ge ae Peed N Ree > oe 
eee ht % SS Bee “i = 
Bans eae pemeoie : Seta Go. 
: fe: : ‘ ie » sae aa 
ws xv 5 Me eS : f os ean er: 
ges ¥ 4 Soa eee : ae Saute ae ae 
ae : 2 sa \ ae MS CR Ss sees Bet a eee 
aes j B ot eae Ee cence Rees es es Saas ia 
teri . os > ' RE. Sen eae eS Peace Be Bs SA rat ea 
ee i P ‘\h \ , ch Lees < ei, 4 Sa | % es ae Seen Sees ag: nb vier ats 
ces 53 aS ‘3 Renter $ eaten enema SER OR Hanus Seis noises . 
= & ee ‘ged 4 Bee os Sa see oe bo sahara ee cS pe ce sects senerta es 
a is align PNR SRS Ls Psnratetenchatenctehecatabetstetpesto: ey Veresarotas NS tesenageesaetearecenarees thee teeerens se eteneceterene ee tesatanepetnestetsrtaneretecoseeetesetetce sereleseceterenegenerseresct ieee i fence ‘isteteaterentetet Peseta Seton he 
it et a SNR des Miaanarnentnentantea eee cs Seis Sutsunnnaarnate ta cngeenesen RRR Saas SNe am MS oes sittin nab ies? 
Eigen Take Siena hen Sap ta on Se ae Shes SER aE RRR Bn Sa Saas eee ' 
Seer: ocuee: See ee ee Ce oe eo Se ea Bae ss y 
Ps aia sie aS Sea RR sient tie Se RR RS tahun es Sins onanc ghechunentaneaaas cchetcontar ret Seo stint 
a Sao 3 Ham ae as Gaga hase see a oe Roe Seems pasa Sts : 
5, Suauuniocsnnaumeestan Sane sauanrhnapinencmeees saeavonemnnnnye aa: sunstnaaeiesneern Sirdiatannasaneee eee SS st: Se es Benescoah 
=e SS rrr—S : ae 5 Ue Pe Sas sane 
Vi tela) Seaton SRR Seana RR a Sthinusienaes nae Se RR ee SSL ae Rae : Seis eS i 
Bile om Soa Buin cinamanan nace a Biases set iain Siena ta tana Peas Sion ee a 

Sy eae teterebetertetsttesetes eatesasnaanenetenetenes eesecreenenetene SiitegenecaiecetenceerS: pesmenas Sua eS esesetesehecenereretsatens iieieteeseteterseetessseeteere reste hannaamiesans Lactate ee eS eee aa eet 

en \. oe eee sinemtcnncaen Rthuunriaannd.tnpamermeennns Soe sa S tnnencmaa SiR ea icas ange Se Sebi Perres 

ae ae BG SR es ee Hecaaadet cena et ee a eae Hee Beir ean 

: 2 sasonets Ra aiiunnnnnnnn een spusnenc ene Sa Sicha etaaronmegenees sperihnacnnnnnuanneaee as Sanaa Sree ses Set eseuees Ran 

% Shuatancnteenea aaa Srinagar a Seco ana ae a a Seo Sigaeae hate Soc re Saunas ; See fhe 
SS Sena RS Sangeet Sonne Ruaeeeeae eS eiahinash sees pianos anise Sia as Soe Saas Een Des a 

Sooners Se tihagsemeaes piriannonmenrtiancet ae saieahneiasesaaeasen eons aie ease Sees Soca ie an a a 
q spina a ahanancnanaeeemencmenee se Sco soon ea easton eeepc Se Sect ire sha ph 

oe  @@#i#@@#+@+#@=@=3§3F3h3h3h7>—K—hK€_FEFsesFfsFs eT — a 

fee re, ee Suita Rei SSSR cuiuaaennnrnce see seeeanamn ee ee Siena sn erst ; 

ee oe pe eee ee ee ee ¥ oe ss Ss sr Re 

se ee aS Shot Apnea aetna arisen Soe einen eee eM sess sare Boaaconcennenmnnnaa Scien esate shat 

: ea etertne Sie er or agitate Shangeutnnniaeeees sokuanetent es eet Semen SS si Sneeet scocety Shean 

Peer at Shona Sitngaauntesamnnnesananem sia ae tue siuaisiainenanesnuaaneeiets ee Sauna sarenaeemeeet SSeS Sees sees Saeaaat : 

etek. . se Ae oes oo Sine a Ss ss Ha — So See Be nee 5 

= Re oie eee sities 3 aes eas Saas Berets Sensei a iutanennesaee Renee a Sees acter eee Mere = 

Ena gece es Sauaukuwaaunntas sephuiaaae ibansasar meee Se sree Shiai ananeanas Baton Sas fei 
vi tg Sposa ts eee siapoaannanenpeem ear eeu nannscman Satitnnauun sess Seana nae sean ates 

eer: Es Bg ee ees ee ee ee Soe LE REE So se ss : 

ees sii ueanneraanas oe Sees sities Bg Se oh Siero Sane NS Se aN Sees sonnets at Soames Bas : 

2 eee tiaasientiranittennneenegean eee ee Sais Sane iain some ian Sines one aeeee a ities Rosuusumananuc aaa eee eeaee SaaS Aue Ran 7 

er Rs Sn a Roe euseeuthins soa ees saaees ns SSuitec aaa Siinkionseechcae cases Sonate emanate cai sehen nae pam Senos 

PERE wauuasa osm aes ee suunaneannns seahiinaesusieasaahe saat Sunn manenannsnnnesntte Soom aes Se Shane neem SESS eee Suan se eae 

See pe See ctr Se eens SOs ee ee Searcnens Shee Soe oes ssi Shas ae ae Ree: sence Sree eae = < 

A ae se So seit: Ss sea eticemeua ooo sae ira Ses Sears gesagt on i 

Bye ae seater senannrneauaunnnoanncestaa Seeetetes SERS hei ees Senate Simcoe Sana Se ees Sita eS Saint SRN ee “ringaaeentnigeentees Sosa sees iinet rt Sasi Pee lie ¢ 

Bag as Sithiuesiaees SeuNae ie RRR SS ocr Seteaaanasarsn aaa Den Sa as oe ‘ Sascainnectentesonaes ees Ss ahenne a ce Sanaa esos res Sas reeeteceae enna ae 

eee acne nN aS SR SRR See aD See ere siejeleisisstaseraeaeteneeetenensgentseeeaes ct > sonnei seesecretitaceneiets ite Sitieasectee ace soa cnapen tears eeaterettate renthaae ape oe 

BS Sas  . ee Seats Sas es ees) See ees Boe Sm eae Se CEES Sa Bi oe Bis pias Ae ee 

aan Het ee rete eee aS Be Saha soa ee ee a Sy A Brannan seine avai pa as 

ae Sees Se ee SR ae Seu eee a i= a seca Sot Bosch Rites 

Dito OS Siren Sse a a ge SORES. SR MR RSES SoS: Sa sassee Seeman i 

Fe Waa a g — —  —r—OOSOCSsS 23 SRN Jariv Netw TS SOR Bi pete Ss 

aan stata ane iene a + the CK Caro | AY AER VED Siotihees Sanoneie ecg ss ee Shs 

fo q ee Sa a SS Raa eae y At, Sane Bees y St RR A eS Sanna Serena Se nomen cae Saeetatoes fee ey 
is ent Seta Sa Siest Bat % > coeaaes Sa > 5% & Sato rr e——ee—s— Raster ot a ; pias cepsorocs: ho 

ies reletetetesagetetatarerstatesctotet sanitation ceeametes ¥ ~ 5 Sas SO Schingusaee eee ee ining SRNeY RN ahonshasnaeereme teen ee Le Pee sletatetagee se eee Ree Pood preteen e 
ay a SaaS CO he ee Se Rates Es ee gear ER eS Sena Ss inertia ttre tare sere crete rete fs 

Sie I Scans Ponnnuenameet steiner a rr—“_OOOOC*CSONCOC*C*=C*SCisC SE ee Soa Botan Sas ie Sia Cad Bie: satiate Sing 

F i ) teres emueteanannnem ES SSS See, SSeS eae ses, > So Sete sete ¥ ees 2, Sane Sah wgiehemnee ens pss iene ies, 

5 se } Siete sien ee Pega nema OaSaeNOR Ske $y SOSBOSI, BS xara me eee Pied rc cttiacos Sore meagan spies tteestctaes senate & rates Peas 

cadet ea cae ae ee Se oe twar nig Ae MS cose ncaasgcreee eine enna SO ces ee sient ao 

i a! a sence seer % g no Bo pe sexes ie 2 Borin roca sera toe Hocutt ti eae ec en ee oe ame Sen rate Hints ea 

H } Sooo NS Naw 4 Laie Be iaauangenmne eee Sn ae ae Rasgtnnasaa ieee Ss Sane ea 
se Eee re aa Sagiua mn eee — ae seers ee ge  . Cee ey ea ses 2 ii aa aiid 
1 ee siaicumatennn nnn seeicouaaien aos on A SSO ee Se Eh & Se iene Bt iat hte 
; Sona seein Se ee syiemesammnaeaan rae nannnnntne nau Baas ie WIM: oe ee se Seas jas 
; |... .. ,.. SO Are EF & & BS seis a ae taunts 
Eat Se Fp Gop OOS PE % % > saeeee VW REN AD RR i iserenncnoemt ene aaa sie eee anes Sarena: 
a ae oS See Har Ch ca x % pea St Se tS fioad ee ee pti es eg Berns 

af Ae ” ERE SRS RR RED ee & See ae revietetate sf See BY % a ee RNR: pa nanctn acai bees pase tna 

heey > ase Stetina ¥ Sone eP Den ain, r—r—~—‘a‘RROCOCCCicC SS LS Seana Ses Se aaa eae 
Sdn ote : Rena RR Se  .-=-=—ChChCC Mm: SAO eng IAS Se eS Basin sennnnaa cane > iene poetastt . a 
be Ras a rrr——<“‘<‘“‘—istS Soo a a be as at Sa TL sities Roatan ea ‘ a erase : 

ee nearness Pe es passin cuatro SS ee i Be Sept Redrod aman siinntacatiansoto teat bs Beer sanowtuun an Sane Wega ste 
oP : sitar SR erga poste or ae 3 a Sonar Sense Siena ncennee ne <a ae nen Dene 
: ooh cE , SRS Saas fir  ° x Ronee 2S aati a IOS go nuantan aaron nate a Biduan owe pee Sa os es 
4 Stns RD Soe r a Sa 4 Se re ee ——r—‘“‘“i—OC—isisC—SsSi ‘pparesenass sea ase Siegen Ba 
5 Sosaseterenctecoteent ate eels Rie OS : IN Ln atin nn te watts Sukiuamagreneaenee SU a essere eR aan omen ana: ox ene 

, : ¥ ersten ene soe Se oe Sea ae eee Raimi Coane a sree esas Seas, St e See er tir ete terttegeeet mars pean ay 4 es 
a Sines Se lr Sateen. ROR RE iS ae aes as Sos sas is aera sere Sanaa J ae ee 

a 2 ee Se ee cae ee a sr Se, ee nce - EL BAD EUDL: eae te ee Lege Kh 
: iscaiomnnanenetesses poscaanccsnii conanaae Sees. pees gy ey Ee Soon :: * : Boe tanta Sina ea zs pein iano aaaee see SS eS as BODO Res ate 

: Socata Sea Se ee Bee S . Gems & Bt ooh eh ee —— — Bassin oie . pee Ri re 5 ae 
E Manns omnes reac Be a tn ent sateen —-LLrrrr————“‘“ ‘“‘O(C‘_SCNCCOC Spates aeisog Shona sees vies 
Sao a a Oi Minn dn rican ee ee faiausanae anne attention ee SS RE See Sioieaecee aN snnn pees Bn: 

; : Bieter sense eae Cie emer ieee ss So a eee ee ees a ee ~*~ 49 10AR = Ee es: cs Bec ne 
eee ae ee 3S ae Bua ae ani nnee eee o, Sam 5. Smee Se 2 = Se See Bets Sao te Baath ct ei pees es eer a ‘ 
ee ecru cane Seana. ec pesseiscnn Pe eet ee Dr SS Saisie Reg SS tS RO ea nL Schaal SRR a RE a a scene Secs aes ae 

seas Bios earner bere % Bins to “Pe Br 1. Ss > ies W REE Slat aaa ce ee ee ees Par as oct oe ae 
Cee aaa SSRN a Se Besos oe 3 Rakion a de © Se Se Sees ravens eerie tenet EE ES ee bach ys, SRR Sees = . 

A ie = ie Seapets Renee VE eae S Diath eatin — —“a_OOOOCOONOCOCOCOCisC ieee bic eeoaeeans Bi 3 Sr ave 

ea ae Se usar eta es i uneunaternae miancemauceancm re re Rane eet ae Saas oer oo . es : Sessa ones Seatac See Re ee 
mae ee ie .=.———C—r—“__ yy a> See aR ie i seen. SRNR se Serene een eee Saneeiuateehaa eo ene Posters ing eine 
eke, aes aoa ire ne goo strats case pi ea es a ee Se a aS Seas Ss ney vy. ¥ Bane eee tee ee foi nae canteen ate Saawaessctis Seon ies ig 

Seen ey Santana germane th binaries geass Sane ee as Sees aoe oe Oe hae AR ER aseineneeeca combos mee re ea Sa aa SeiNing ngs tee ictmeceegenan eaaeniatennnien eset Bitte es tee fe eran 
‘ Sigua nage ee ence ai PRUE eh PAROS i cos & P saat i Eoin thekan craton os ener ee am SS eee a sie staanmatienme cnn Pita as an Sen Sec: tea 
3 sateen seaeees Se oes Se ut we Somes S Seas eee Serene Be a Beat nncesaocannies enaacieaneatirenanmnr ees pian cies  tananarinartataa t etcletentenettenes RG 1 ahaa aise 
SRS ne Re meee 4 % Sosanas, Seah dat Dhaene tere a r—“ ‘“( Oe _Seaiaeamn eso saat sent sea icine seen ee sucess seo sont Se ie ies ae 
rate Stooges cee PRO, ee minnie gharnine meme rete Bannan amen nanan as snag anaemic: Boas as trace aging teat Recs aR Re RRR * no poechiaseeeetins meee mene Semone * gaa LO AR Re oe ie a a oe 
. Sauaanentemene eee reaaeamennae See ee Sercanienaumeenette ores Sretetelepescteteneneneteteny peepee earetcranaiaee righ eceteces f Seen se x % macnn tee SEs Sees oa ase Soe SEBO etic ART MIRO OY NND i oteiasenteine nigra rien aE eer ie oe eee pier ee 
=a See heen iarauirauaannunnabn cana ememanat Seo Reais, BAR, pe oe &* 3. ies & a oe ae ey te seen enn ee Spey ore ae Be a aes pare, Ras 
cide Sitti Hearne ahaha conor none Ses > ae, a RNR See Ie Hy | SG 2 Se Lae ae Re sia pico entmaa nn Sot iat aoa arama ti nee Sia a % ees Sie 
neg Sn aS gies Sheena canna heat fF Se & F $f x & Se a pion tee era Mosca snennnnt Seen ee em i ‘RRR errata sipitttnaticastanatnatoe ae Sinan RN Re SS a Ramsar an oa 

Bets se ea Americ n- ae BEE etna ot cirri tntates — es ee Easement Renn tenner anes ace cama ec eres: fis 

See Se eR BERS iN Sustene tenants aitheicntenre brainer sen oem sotuene: Shaun natn oem piace ern sea = OE Re a tyes eee ges Ss ee: Sept a soca ei ok ce Se Aine) 
we sien Beatetaoncneieecsicrsieh ihueeemmtmrrstrott tern cane rere Bias seen tae SES Sith Sera Rebacosnonns Seaman anaes te Spencers pee eee seo = Seis iinet "Seger Ra hon ‘eee icesescaen Pana ses veseiuennat nega ae Sah inten aati bar 
Si as Sooeentaarn nas Recomm oO ageaneoaneaamteae eee Scenes eat ee gerne ae iter i A Mt Seti: : ee cs SSRN ROR SO in tna ins nan es samemnmancenteae eet a Spe. eect 
7 Sy | enarsnmpene Scans singe ntateemberermennepnenne costae ts hae cess petetnn esa atrntentoeataah on oS Seat Sigua Peay ae Qasr - % $ Sie L PS Saarinen sae ign giennuareomno D> nN cn sees sess ssa atte aces eek ie 

Mer Renin sane eSenanuntenannenaeeae es Rint SiR ROS Sanaa o, Sonmeenene noo commer 2 Ga SS ok SF $ a Se, Oe Sciacca Sea ee igasiiasan soot ee Sain ao aS Sie oe ais =e a 

: spon aos Rapaataeenrence ts ‘Reoeeeeaeee saoaa RAZ QAtir ae oe ee ee Serr a ne ee a Seas BS a Snes Sa i eR Ba Bites Stated gran 
a Sree ER ¥ oh ae OTTO. DOLL, Bi lin Si Ba sateen nui ee ee ee “CS ea Sie sence RR i SRN ORT bianca See sa as 
pas a a ee aoa og Aili AN ee C—O rr—“———“‘“_™OC—OS—S—CSCs—s—ssSsSséasSéS "aera ee ee piputcnonens sansa iseceeinaaes rt ste pas 
toy statins anaemia SORE RI sensing eSieereene Sen tee ee etteteten Stanigumamonmaennenee Dero oD pester tenancies Smee Sete Baearinientnncie iene easels eeeranctateriatatete PO Ke SRS iguanas SR RO Re 2 RE Boe et 
‘ SEE RN RR Re SOR eR Ne a RRR Ricans enansns eae Hasina shasta ans nena tics enn amano ecna ae S og Beipascamenroveinmen so amos Sesex aiern SER ae Settee i ate sca s aaa a ostream mene coat eaten sees season ies 
aa Sooke neta tae ee ee % pee, Mines pa by 1. Seen § 2 ee SS e aneessrsst Sees ne ene Be a ccs ie seas peng aR ies ag 
ah ts pos arene scene seats gee egg no $ % Some ee ea ee Se Ssh amen ea Ccisccceateaa Be ce enna paeiga uaa areata Bsn. emanates aaa ita a age 
% oiotesuisautannc supe suena oan eae OP, cS Sos : pS ERS RS ae SoS aR ee Se Bs Sa sic oe a oar So RE ‘ sence , 
aed iameigcnnnnaecane mes [on Se Rigo a g Benoa daRncntnatnteas se BE ae Sieauminannaean ae aude ae EER RR Ra hagnrasannanamtaaa ats Saree iinnacnn aman e SEES 
ay sienna ets Lr ee ee ec Sites See apes sanguine stants Hie ater ne ean Bi sates pinion 
3 aurea oe ee Pihahansunennaneunnaneansnam nana inmate mmm: iiine nacho atehaneenersne enna SRS ce aa SS eras Bieri ie aaa ei state Sanat ae eer 
SRS RS aD se a ERA eR ORS saancangeenenneen ee erieenient animate teres Seah ne pane SEiidenseaaniane ae POR Rene ncesscesagetetae oan RS Sotencueinner tonne nen arian ce ances Pat ae 
& Sieur ate eee amas ce Seaham nen apenas Carcieri a cibcn arnt Boome ania Ra CESS Bee ene Rant Re i Soca 
red Srautanstents pera poe Besant asinine tae ssaneatannean aig. sarees ee Santee ne Sateen "ES a ae Bernas aa na Bisa cras ota teains 
aise parece cacao i oe x ; eS a SA aa Season inherent ate cr ase ona Snr Souenaaa mien Sinnmennaer tn er ae Se satianten cae ee ae eae iret $eiseca es net Scenes bcd 7 ' Be ie Sete 
San SRNR ER, | Sircientins Sensi eae Sees pirat stint enema Roane eas SRR NN BRS Rip RN Be iin. iatescstetcro igen Si aR Re atin oR Ia ae ate ino rte Nae ieee 
- es! resetstotetegerecoee accanseatann et etae ss + Sa Set oe ennai Sabina eee geet tre erarotatatets ie S Parsee eases eee aioe e 5 oaegstneee see caine Pee eS Be: op SPD Oat seenaiatrnteten St a ana tee nate Se nO RR a Sip . ea ae si cn esate os 
Bocconi tian any Sages ose es sare pe Seem ientensany nee eeea ee es Bienes an aS Rito amine Rar ar Besse Pees se : iy ee Sireae nas aan anor Se OR I We NO SRA Rn Re Sie esas 
‘ Suenos sana ao Sis aap ey eae Senn RRR a Siicotheamnsawautac ata carn eaennete Societe cts ee ba cas a Sian ia a a nas Pisces Sin ae : Bisco Eerste Seuaahanrtes 3 
iaaemanonaes sees Soh ptaaneaonanaan nen peseennumsen nanan ene is : ewe Sos Boas 5 sens Reon ss a aR oa a Bese scny See Rao RRR oa rate tae Ss SRR RRR Tea a Beir a a wk: 
Sconeigena iene Sr toa Meniginnaenemnserneee = Restor: ? : Meee i iar ste Seer ssiocaue aad oR Bs aaa SR ae Sorat seromei . Bi onan na LE RO LO EI se 4 
RoR ORS Ba aa pease, . oe see : Rice ae enn et aaa Scie enna Nn Se ee aS Sennen Cen a Statens On ene CS RR SSR SR ae sont e maaan Rae . 
ie ae a pr ie SS Siti at an RE AB tea ea seca eas Seton RR ee ee * Se ites esters - 7 Sh aaa nnn 
aS ee ore : : RR Se reece earner sca See ae as Sasa tees eas SI i ee : 
ee % Satianesaanatie eo sp : momenta ae Peete apse I Sa a ss 
pda Soon Sits, Sonate oak cried a3 os oe Biren aie etananane nae ta ichancerotenre 
Selatunenne ena Se esos: Sue tats : ae oie as eras = ie pean Rinne aos 
SE ee See Bess Sra x crc j a ee ae ees 
, Rigussnesne Race cash ae Bos i ES sa aeE z Si eee eae pigerasnan mare ea we 
Bee Ee tian oe Re % Rec ee ee 
Sa : ; ie pee # stemanneneno einige nearer taaaMona pentane ies 
oe . . oo Soest 2° Sensi ste nner eine nc sete anata nna serrigennen ean eg 
Be cine ‘ gett eee ‘ een , ee i Be ee eee erg td ee 
Sante saan ane es mene peace a e SS lasek Be : gears Sey ac poetic ans eannnee pcs oaees bopsies sms cnca ay ante fee a 
hacen norneseets : Seaaancememr ree icin a SS Se ss iia ona ic Ras So Siar ce eS, 
ising erate ae Ee ES aN en eee ae % bs aS ssaeterieseeaepenpreroee eRe May ie aD SR a a pittance ecg a a Rt nn nant Citric rian Spee . eae 
Siicionng scans pase eee Soe nner mae cay eS Sse me = 3 Senge oe Spices me enna Penne wes sansa: ache sien Ds Rae es Bs s spinnin eRe RE ae Deanne einen : ste 
Seca ann ea scuaae mata ta ag maaan scat are Soa Sater a rn ro te a ae ——- oe ‘ir 4 Nei oan banat Sepia aha ci LR i 
. i ri eatin aR eS rosaries pect nahn cone as : eins inline ener ee ROE SSS a Reese ee : see . Pes ek Catena, Ge irae Be beeing CARERS, eat 
el eS gcse een ec Reemncon aia : : ee tine neces on Saas [ oe « : s, . Publ bh ee a ean cee Se a se ee ea ae 
ee tectum Seance ar ao sictiea : er eiharen se % EO NR Bri are —- . % 5 Lo i ums Septet Piggies a Re ecient ancora a re cr nea ae Spe fone 
a Bronce Sea aetna Seta eaaies ian ees . r anaes Reena es Soest penne 4 ae Recs opmnen : : a LS AR Raa ee ae” eee oO 4 pest eaten et ano ote mae 
Ey ae eens SSS Ne eae Soop po y =? : Rs eae Meee Be Gist tetas: ee Senta ae Ge ae thence «19S ANGEL eS ee rer 
SS HORS Nasi ana pee Chi 2 $ is ee ae ees EE i necIsco Ee eee ae 
‘i Sein Secutacnaner sehen Heo Sec cae categ ee ap ae : Sevan ea etna Rey ie SS 3 eesti ie Raga ote ee SAN , 
: Histone hemes pir crsuince ance ane RS a i ea Rees eater Mees Satta M ; ae. REE , 
sic oiegiaencon ao seeaioree aise nae nomen ea Seay Geo cc cisatie nn snc ean e } Pern te ; ‘J 
iar stances ts Beart as season see See Bicntennsraoennnaaa neaee ene DETROIT : gO pes 
Shannon Santana an msncabee ae he) aaa ts Yo ; P : oe 
te Ssh Soerrenmcn nn a | i ee 
ra ere 
5 . eert 
ut _ ‘ 7 ae 

= * ¥ s ze 3 v 5 ¥ a ‘ bs * vr a ae ™iy 2 ae a. 

Sct ic be ; E a i NaN : 4 ; f : : ee me aca Eee eg en. 8 SR eer ee 
5 coer: en i Ee er on BT geet ee ee oe ee. £ 


Ziff-Davis Polls 
Readers to Decide 
Title of Magazine 

New York, Aug. 3—Because ad-| 
vertisers, agencies and readers still 
call Photography by its former 
title of Popular Photography, the 
Ziff-Davis Publishing Co. is con- 
sidering reverting to its old name. 
Readers are being polled for their 
preference by a clip-out ballot in 
the September issue. 

results will be known in about ten 
days. The magazine’s circulation 

is 400,000 monthly. 

Ziff-Davis also disclosed that a 
British edition of the magazine 
will come out Sept. 19 under a 
franchise as Popular Photography. 
There already is a Photography 
there, published by another com- 

The British edition will be simi- 
lar to the Australian edition, which 
is called Photography. In fact it 
will be printed in Australia by the 

Globe Publishins « >. and shipped 

to England. The 
lisher is James 
deskman with A 
New York, who 
ia after his arme 
married and start 
venture there. ( 
000 monthly, hig 

Mutual Transp 

Mutual Tran 
tising Inc., Ne 
cago, sales r 

ranchise pub- 
eman, former 
News Photos, 
ed in Austral- 
services stint, 
his publishing 
alation is 10,- 

ttion Adds 4 
tation Adver- 
ork and Chi- 
sentative for 

transportation advertising, has 
added four associate members. 
They are American Transit Ad- 
vertising Inc., Albany, N. Y.; Bus 
Ads Inc., Levittown, Pa.; Trans- 
portation-Ads Inc., Salt Lake City, 
and Honolulu Rapid Transit Co., 

Market Facts Adds Subsidiary 

Market Facts Inc., Chicago, has 
established a subsidiary, Market 
Facts National Panels Inc., at 39 S. 
LaSalle St., Chicago, to handle the 

Advertising Age, August 9, 1954 

panel study service, first estab- 
lished by the marketing research 
organization in 1946. W. F. O’Dell, 
president of Market Facts, also 
serves as president of the Nation- 
al Panels. 

Shattuck Names Bright A. E. 

Frederick W. Bright, formerly 
advertising and promotion man- 
ager of Modern Materials Hand- 
ling, has been named an account 
executive of Shattuck & Clifford, 

Two and a half years ago, after 
15 years with the former title, the 
magazine dropped the word “pop- 
ular” from its logotype, with the 
result that many long-time readers 
who refer to it as Pop Photo wrote 
in protest while advertisers and 
agencies “who should know bet- 
ter” still address their mail to 
Popular Photography. 

The publishing company told AA 
that it believes this is one of the 
few instances in which a maga- 
zine has polled its readers for their 
preferences of a title, and that the 


Where do the moneymaking ideas 
come from—those ideas which 
make success novels, radio and 
television programs, moving pic- 
tures, sales campaigns and busi- 

James Webb Young, one of the 
highest paid idea men in the ad- 
vertising business, set out to an- 
swer this question for his students 
at. the University of Chicago. The 
result is a little book which you 
can read in an hour but will re- 
member the rest of your life. 

In the simplest and clearest of 
language Mr. Young has succeeded 
in describing the way the mind 
works in all creative people. He 
gives you the formula which they 
consciously or unconsciously fol- 
low in producing ideas. He shows 
you how to train your mind so 
that idea production is, as he says, 
“as definite as the process by | 
which motor cars are produced.” 

Enthusiastically endorsed by 
sales managers, editors, college 
professors and students, poets, ad- 
vertising men, salesmen and busi- 
ness executives who have read 
it. Send for your copy of A 
IDEAS now. Only $1.25 postpaid. | 

cna aren ae ae ae ee eae ae oe | 

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


Please send me on 10-day money- 
back guarantee. . . . copies of “A 
Technique for Producing Ideas.” 

Enclosed is $........ 

PEE ee ea 



You can drive 

Se doe epaien 

Bis Scobie iad ee ad a ie Sane Vane et Ab ee chs oe dai idree a RI enable AMS es tee ee eae Ne een. Re VARA NT By Dp et Che enor aA y Lake amy! SOR: ict SE GANA Rt em bots 2 Ry Nery Se RN Pade, Ms Pk Tp PL GN Me ee aly i RE ABORT, ah EAR: Peele aie eat lnete COL ge rs ya ola See 
1 oy aN ere SE AOE BN ag Te Sg Lee eran i ah te ona leo ite deee rn rials Rea aera a sol mas Ler ANE TO SS Boy, CR Talk SR ee Ry Fu ae ieee Scena tt vie Seer eo RO RA inte, eo SL RY ae REE Se ORNS 
Se SE Sire soit Wena barade ee eR a aa ices) a ety ra WY eon We, ne BAER See Sa, A AON ihe Cody A aR EE Re ney 8K ie o ane ab Sick ar oe RR A RRC Ror LA Pt merece Sue es poet oe a ENR AS Mauls 0 Fee ALN La eae a INT cit ic Ain Mae PISS GA Se te tee ahh 
fe Bee icky ho a eae ORE GM nt ae es g 8a ent Tee ie rahe Tey Ten ae age Maa et! LRM F025 9 Nar nak, ky Mc + Res, Rete aD er 10, cages See ON RLS ee OBS a Ria ene MU), tal cm fee gl ee , KGS Nae pale Soca PULSE icy fer Se oe a Mh t ah 
Soieeree OR, Bi tag ro ee ae ie pale = rey et eee geiteas Shy ae pee ee pean a re ee adie Dian oct age aes Poeoe Pao Saks ag ahs sy See Hees oy W Rene bah So bit spe ee RON aa y Dit cat le ia Pea S PAAR oils San Bedi Uc iy aay kr ags 
gays Cre cares A aaa aN ye Ree tee NGM cae RD 71 yale ee 2 tn eM AL ea aed oe ee eae aN URGER "2 <i) eCeen ea) gue Dek ih ee ie ION Sie SRE ae ge blige! Spa Ca kee Aer Ac th Ey OED Mec oem trig PRL SS GS 8") SR SEs as Weta gS > Oa RIN ars Un Jui ce et Oa Seer, AOE WR 
A errs. + eg . mye bale ty 7S A iad Py sel ais ee eee gaat seat Se ae ant Re tis, re. ae ah * rc) Pah ed Ces, mae ae iter xy SNe EDs nF aaed See SC eet wt ee Pint ann + ae . as Sena aan Goer aes g OM Abit Paes MS, ae etn ob Ree ee ES Sige in te tT ee 
a ee 4 Beer Me RRS SESE SRR « eR re ee ONE RW aL ee Mung 02) ORR PT dP ahem 8 Sn RR ci a 
Mich pedis Sid, ier Pe ies _ pee neti g ke : ek Pg ae” ee Se eee Waren noma Er oe wane rye 8 RE N Eh Re ee a ret ona geo ee ae Rae ros # ee Raid Sr 8 ot eo ee ae ea yy alee ra at 
oe dai : : ; : 3 eee % : ag af Z Pe a : x ee | ae P beh ae a. erat ee Lisaeek aeaes Ps A eee a. pice ak pases x pers Ce oe 
eae in . ¢ , 5 Te, ‘ \ a : \ : ey fess 
i , , Sct ig 
Pan f am ae ei 
baer i. 
= ee 
Fs . 
hii, | | 
: i 
PO , 
e i] “a vy 
i 5 gaa 
ig : 
} f 
| q ; 44} , 
Ht yh * 
| i 
9 : 
a a i 
| € 
ee eee SSS i 
:! 1 if 
bein “a } 
eee ( sae 
eae 2 vas 
hs oe | ’ \ acc sd 
ae eet: 
Be 5 | eas 
om wo “ pees 
a o) Sos 
bats Bye eg 
sate i eae nm 
ae } ) vote 
oes | } : 
eis | | ; o 
mee & sf ia € 
a3 ‘ ie iia 
Pee — 
Pa meg i ee 
A ie 
a | pa 
h . 
eens r | 
cs ees if ie Pf 
st Bos 4 aoe 
hehe i AS, \ 
iy once } : “commameinmmammperiotene ee ere | REE gener . , ” me Z i | s 
sa . a: 
re Technig Kt , 
ie es F i . ? ; 
fi Ue * S ao ‘ta 
f Or $8 = | : a ri 
Oe aes eis P = ae } be Beep 2 
a) fod “> geo Fe Sgn eae 
< . BS: ae . ee aaa 
Me et on a 
hee ‘ cin | a t Mf ; 4 
we ' . nea , 8) j ei a f et care 
ssa " sg ee :. ms 38 : 2 \ eas 
tite ‘ a th cig ee oe ' a | # § fone 
ee es Co i ee ! ae 
ae cs om is Be ne ao ee ; ee 
veter poor Sis oe | j ae 4 E> saa 
= oe pho 7 k Fob 8 es : aoa 
ba ie cece ae Bg oo : ae 
BA cast, aie Bo iy ae ae ® ie Pop eee | - 5 " ye? : | Se yak 
Mee (nue ay ale ro ee eae ; ana 
SEP UN ' A | ta 
tee o Coie ee 
cee i S| Rint Soe 
i ‘ Thar: 
ee wt” ieee 
re eeneg rs 4 Ssh sti 
aia : P ee 
oad ; - vs ‘aor 
4 a | 3 r serine ek 
2 me . E Oe ti # 
ee Ae x oe a : 
cams ahaa 
2 : b “ ee 
; ie E i ee Bink 
bse § ee : 
ie Fishes 
pe i ee 
phe astm 
a Se 4 = 
es ee 
Soh ale a ; bee ea 
atk ah tan 
oa —s . a ee 
fart hoy 
a 7 } a aS 
Bin < 3 i : - ; 
Sey 2 - - 
9, as o Pn, 7 
a ol - Py ao a a 
Poe Ree : aie 
, ee 4 . a sisdecinacinenere ad . ame be, 
5 ae Ses po eS ee ne he oe ‘a ses 
ao . , a ee : se aan es Se | 
igh ages * ey,* ee cag oJ me oe 
alee tes ee . . CS "ty cee. os" bce ly / 
wer Z : one _ ae SS eae Ro ean ‘ ane esccmms tae, oo Oe eae. : 
; ? oF ee: as 3 a Bee Ret es Te aa a i es Pastor 
é eS ee Sy, a ti eisteretlovat le pigs PS — Me si aceon : e * ne aa : 
E eet Bae ‘+ Pras 1 : ES CR et IE ae an ats 
bis Ls: : ee ec Ra a ie tO 8 ae Ria ees ee ne 3 ee t Oe | 
‘ a le i bese seems i RE a i ee es eee 
13 * » PT yes Pe ee ’ ee 8 TT ee pte ; de ado | 
- Py ; Lanes ia hy Slee Ree ade Me. BEER ge 1.5 2 aS ‘ | 
A if ae PO patie ee IR Boies a 33 ape eee ie eee 
weet fe J ee Ue i A seem sl! ere 5. Near : 
ea ke i +e tee os Ber ye i. er ; $s ‘ . , Made ; 
ay ee ay ee Be ee eh A ct 4 Ee dee ; ere , Eee 
i Narre eed 5 ePaenn. ane se ae Re sie d PT ae ee! ct ae hia) 
a eR Ree ee weg I ar, : -. 
: ; ee 2 ee ia GR ag ee, aside ms % 4 Be sg a 
ee oe ey RR pis CEES REE pe ene ane : tae 
= ee te gt a hs a Re aie ee Woe eneeeasnenersscnssneiae rs «a : a “ Genes 
f ae : see. ‘ ne Cth cage eB 9 cs ee . rece ih % < ceed ee Pr ee pci 5 aca 
: all —_ . fa os ie in a bia al eae - oie pees 
; = ae Tota . ; — gous aoe " ‘ge yar fe 
: 2 - * ee . se se OO ee 
pba ah A %- EF a Soke, oh rere Pp =e a a Fs a Be se aa 2 a 
Tends: a - hak oe Se ree cane a ae Diy (ee "a i if. a Bee 
ay ai de *, Te: cae ee Oe: 2 akong j £ 4 4 ~ £o SERS 
Be i sare cae, : ial a? acre + ee ‘3 ss %, i oe 2 At ee + ae ee 
i ara Mares 25: i ee i henge ae ter ce os a Ps os) =Car 
* ch Loe ee afl "st 3 ee : et ea ; cee et ae = : eines 3 oo : 
ae * fog. Oe arte | fh i . es : a et “ . ae ee TEE Me =e SE, ees ee he ee ee Ses 
Sane ties veg fa Pr a Wend ele ak ¢ a 7. x i | eis nt 2h ARE eg Sacer cee ements ees 4 ae on 
a at ae re fs _ Bees ea ee mh ~«  e Ay . oon tS es, oe ie Fee ude Rae astatee sa hk big eave: 
pete de oe “age. EN et ale ae * ‘. : 4 7 Oh ee ihe oft wv Bel ares Mo eee 4 % 
ie 5 § 4 cane Nes aa AAT: ; ‘ _ Se 4 aie é ee ea Sete ae ee 
a uae ae a Ea 3 es Sk ot rie om aie Go nce Oo eae 4 x eS 
es aa “ He. Gh Eee AED Me met ve a, " Ca ne ae . oe eS Bee * Weise a bets ED a Ss 
Piao 4 anes ey  ¢ a ve oe Sa) ed . aa Set a aes: 
Pea ae spf < & Ieee: ee re: : pag BLN < a ‘See cae F 
peace 4 : 3 . tf rene se Bi cht - “ Sig: ee ee a a beth 
eet ‘ "Mad he 3 a pa ae ee Ba ie hae neg oP gd ” : Po feaG 
ee: a! ee 4° lw i — ON Se re - ie" eo Ee [eae 
Sagengee | cs ee ey ~" ht, 575. ae dette / i — , hig mt in oa. xs " . ite Pg eeF e P 5 3 ah 
Lee P ein: “Vite. ‘eign ae ee 4 . i es a at 5s pie hy is es thas 
PI a oad G > aa P en i R y dg . ‘6a a 2 ee ¢ Ee wag as Pah 
eae Peer ar ~ Fey | ae , 4s dis f a, ee "ngs Sal | vat : ae eel ae RS alin * | fips 
aa ce Oe ee ee > ee Stee is 
5 Rr gee i a kD 4 ye ee a : ; fe ett ge Be sg . car 
; , ae (ge Fi et een AE ore ee ok atte a eri : y Bees be a — | mug 
: ‘Reg e Pe Se So raeu “ernie RP iitiitt-> : fk ‘ ee % 3 fed, 
j A oe eae cn eee ~~ . ‘ ess Cin at ee * ae 
ihc = ie _ ae oe et a ee SSP eaate ee, | eit 
aes Swe ee , , — , we x] 
— Fe Se > 4 
j 8 he. He mess ae 2 
"cd war, 4 .* < é aa a % eS ee - Z ‘ Fy. ¥ ‘ 
ie et “is Naeerag es is ag : é es Ge ia ‘A ti Ss 
Be " - +: To. ae * . ac & 3 H : Rick - i 
; i ‘e a Se . 4 * Agim ; ; 4 me €.% 
c weap eee ae fate oho - ss Meme : d ae, eS fae 
spa ot Cee oa sal gti ee ae i 2 ee % oie ee . 
Pe oty Se eae ae 7 {= ‘ —  -,. 
é ” 2 ee i eset a. oe oe ae! 4 2 EE ght wes af : ay gen ad ——" : 4 ee —— 
Pe ONE. Sau Se 2 ah de ar H ; : : 
he ee ee pe al RE Ie egies bed 4 A b 
> a“ " R: ie a % 23 weed se # ie e ip 4 ES es Ye 4 a ae % 3 Seas : é : Z 
: ae ee mee gellar CELE oe ee. Reins, a Ete ‘ 4 pp ig MM rad Es oy 
Re ess 3 ao ; Pak he peek a ites phi g® ‘ A ama he ed Seem meee . 
: A pie asta Sok Pe, > ee a ie nee a F 4 gor Pass oe ; ¥: ct ee 
| ‘cieadial joe: oS commen 36° a gS a a oe -~ ia 
: 1 28 — PyES 6 ae aoe Se Rae St. 8 oie Se ae ane ee Pee ee m= ; iat oem : 
Seal os - a ES ee OR BE On hye ‘= PREY eM ie a eto me OE 
ee * 
‘ pa 
eae fF —— ——— gh 
Address eoereteeveeerereeeeeeeee ahi 
. City........ Zone... State.... | 
: cde 
a oe * : aap oe 
PO anes Wier arr eR es Bn ite ta ey > eee ia HT ee ae Ae ahaa Se We Roel fee rere pts ; : Cu etal y eae a ieee hee : hh a eee Sale Bue aa Pee : Abe's 

Advertising Age, August 9, 1954 

ists Information Council stated | meeting this problem was dis- 
that half of the daily newspapers’ played to the several hundred del- 
‘now published in the U.S. have) egates to the convention. 
editorial restrictions on “please, Another measure undertaken in 
omit” notices. The report says 428| combatting “please omit” notices 
dailies and 190 weekly newspa-/is the publication by the National 
pers are on the council list. Funeral Directors Assn. of a folder 
Also, the study continued, 70% entitled “Three Hundred Pence for 
to 80% of the publishers con-| the Poor,” which has been dis- 
tacted have accepted the sugges-|tributed to 12,000 association 
tion to bar “please omit” notices) members, the report went on. 
from their publications. The folder is intended to refute 
the “materialism” which has re- 
sulted in increased “please omit” 

Florists Upset by 
Death Notices That 

Say ‘Omit Flowers’ 

ATLANTIC City, Aug. 3—Meas- 
ures which should be undertaken 
to “erase or reduce ‘please omit 
flowers’ notices” from newspapers 
were discussed at the 70th annual | 
convention of the Society of. 

| , American Florists here last week. 

A report prepared by the Flor- 

= A newspaper kit to be used in 


requests since the end of World;nouncements on the company’s 

‘War II. The folder is being made 
‘available at cost to trade groups 
ishing to make use of it, the re- 

port added. 

Westinghouse Introduces 
Cook Book in Special Drive 
Westinghouse’ Electric Corp., 
Mansfield, O., is introducing the 
“Betty Furness-Westinghouse Cook 
Book” with a heavy promotion 
program, using newspapers in 143 
cities, magazines and special an- MARKETS 

picture, you can cover ten of America’s richest markets all on a 



Represented Nationally by 

959 Eighth Avenue, New York 19, N. Y. 
Offices in Principal Cities 


.. SOME... or ALL TEN 


You can route your advertising for sales drives in your biggest 

or weakest markets, or detour your competition by getting there first. 

You can hit the road for sales in Chicago, Detroit and New York, while 
another team of ads is selling a different idea in Boston, Baltimore, Seattle and 

San Francisco. When you have to travel fast to get into the national sales 

single Sunday. 

You don’t have to by-pass any sales opportunity, 
locally, sectionally or nationally, when PICTORIAL REVIEW 
alone among all important Sunday magazines provides this 

tremendous advantage for market-by-market flexibility. 


Detroit Times 

Chicago American 
Milwaukee Sentinel 

New York Journal-American 
Boston Advertiser 

Los Angeles Examiner 

San Francisco Examiner 


Baltimore American 
Pittsburgh Sun-Telegraph 

Monday night CBS-TV_ show, 
“Studio One.” 
Published for sale at $3.50 

through book stores Oct. 1, the 
book, which contains approximate- 
ly 500 pages and 1,000 recipes, will 
be available in a pre-release, un- 
abridged edition for 88¢ through 
any Westinghouse appliance deal- 
er, starting Aug. 16. 

Publishes Convention Digest 

A second edition of “Digest of 
Convention Locations’ has been 
published by Robert F. Warner 
Inc., hotel sales promotion con- 
sultant, New York. The book pro- 
vides information on facilities of 
hotels and resorts in the United 
States, Bahamas, Bermuda, Can- 
ada and Mexico. Complimentary 
copies are available from the pub- 
lisher at 588 Fifth Ave. 

United Names Wright V. P. 

United Advertising Agency, 
Newark and New York, has ap- 
pointed John G. Wright a v.p. Mr. 
Wright formerly was a v.p. of 
Hilton & Riggio. 


the Fresh Fruit and 
Vegetable Market 


If you're in the packaging materials 
and equipment field your entire 
fresh fruit and vegetable industry 
market is wrapped, sealed and de- 
livered to you in the September 
25th issue of The Packer. That's 
the big issue of the industry’s fa- 
vorite newspaper which covers the 
news of the Produce-Packaging 
Convention as completely as a mois- 
ture-proof container. 

The thousands of industry members 
who will attend the convention will 
see your story in this issue of The 
Packer . . . and the thousands more 
who rely on The Packer to bring 
them the complete story of the con- 
vention will read every word of the 
Produce-Packaging issue. 

The Packer pioneered packaging of 
fresh fruits and vegetables for many 
years, giving packaging vigorous 
editorial support. Packer advertis- 
ers of packaging materials and 
equipment have long known that to 
reach their best market, they can 
depend on The Packer’s 14.582 cir- 
culation (ave. ABC, Publisher’s 
Statement, Dec. 31, 1953) among 
members of the Fresh Fruit & Vege- 
table Industry representing 80% of 

_ the industry’s dollar volume. 

Reserve your space for the 
September 25th Packaging 
Issue of The Packer today! 

| 201 Delaware St. Kansas City, Mo. 



PL ME a tie We de le ee 3 
Borie hm SNE a aR am Oe See (se. a ane Ye) Ne Ae : ~ 
Sie eae ny * . Goes ae irae. ~ : oth mata NES ws : 
OEE EY RPT Tage Bk a aa PC RNS a ee ee a Bra SS i iy a POSS ae Gs ae PN ae = Oe 
Si ies eet Pie sag A sedans asad ites aes ai i ye eae Sate gee ihe Kiet Pap Ie ee ee A) Se ae te ae ee See o Ce 2. & . 
bbe wplin Tartare ae a Ce MT CT, Nena ae Sites eRe ar nh Ua BE ah dcg Cuaron oda Sa eT Ral Sereytes fons ¢ (MORSE 24 F sage teen ROSS F ao es a os 5 eee atte Mek pallens Secrmalati ti: 
Py ee ab Mac Be Sy ; Elin EAMONN Py ee ae) ONAN capi Sk VR IO A 2 Eh BS gph es Ata ae Bees tei Fath Ue ibn Bei ae be a ; Ao Ot Be) ma ae i yas ey Bee OR RAS . i a 
he 5 gat Whee iste) ae ee ope pe Ce ene LE ar Nee Saas: wind ee Soe Tce ie snapper BE SE Ss ae ier RR Fae aE AE” Ae ga ea ina Ee Re eT OUI: SOS Ade pe ten crete CO Sharan, nn dn Oe een Coates 
igs Sh at, ah ig as ae oes Vee ie, (apt rat Beas eats hie. nk 1g See dan SNE Pe Ie WO ae aN ee NN ee ee AL Me shige. =? Meme ae Ae Ge Eig RES Seip ri Matai Fence Veet Woetgke ee eyes 3 Re. Es ey ving (ee asa patihee rs Ine Dade era cael aes me 
‘ oti fae hes oN yee ae aay eae ee (ee hy utes ee ie ae Se eee ape ca NS Be Seas Bi MEAG ha es. Be at aR Res Hivisiens sas. Ree eee re Coen & = aes: £ Tee tes et ea ares so oe eRe Be ms oT aes Regie we 
Pea ge Ae 0 tae ae Se eh Lea OME ee Noe ane hoes og SEES Ai eae een ee Fens cea eens SS Bor Pei aeras ys Oe ae mre, 8: cee ifene Sirit alias sian ple ye tak ieee ee eS nS eR MER a cud arent are Sen Oe eae ater haa BO ero h ae coor = 
Y cay Qe eT en ea . aah PA a ete meen TDM the eet Pees oe, Sc Aes Ae Met: PANU id 2 Say eee Oe Sy a ee ee 2 Si eta Re PS a tors "Eman, (ee Meee Mga : es 2 ete 
e. N if se ges. : hehe % oe Si Sa ieraag se a ae <5 eae cae tees as Pee es Eero 8 GON Bess ¢ eae Seiiae ped fo ee re Hae ar aes f aie way fas es 5 avs pon eee a 
§ ne a ; : : 7 aoe te cae ess epee ae 4 oh a AA ie a) ER get So ENE SE alee Be Bie Bet edna dy Dts ays, MAA A De AS eR gee ge ere tg at ne tee 
ee oe . : Fale he ! 2 safe Leh Be he ae ae ay oS es en gM Se BP eg ie Oe: aa Sa i Ee pagiiparirrrs “Seay ke Seah eng Birth een we ota ‘prair Sy se aaa oe aot res 
ee 2 < prey ie se ” ea Ma fac teas ie 3 ae aes OT raincae > ei Sel Bee Axes ati est ) ee EN reuare ee 
Mec Pr gen 8 ORR ce sf oa Kalo Ee ae * ; faces f par Peat: See SRA eee, i a gO Se ae ee 
oles ‘ . Serie ‘ < Pe ee | acy ge ee Thi. ert xi 6 2 ia aM 
e . oat . a = ie sb ‘4 i hs ~ a y _ ae she = TA = hea ee i 
; : s = SE SE Se meet ea a a el 
. . ae ‘ 
| SS | 
| | | 
| | 
| | 
Laas | 
ae | 
fee | 
| cou ce 
eee ; 
oa , 
L = Si d 
pe 2 & 
Pash | 
i ae 
et, : : 
; : 
ree oe 
: ree: 
Yes salva 
pis ee 
Soe : 
, ae 
ae es 
ne ate 
“FA ak nis? | 
| ges SRE : is 
2 : bi Rats 
{ i = 
a = 
‘ Saat ho 
ot BL ahs 
(poe ss 
a oe . i 
cahacy, a 
= 2 ate 
7 ae ie aut ———— octal : 3 
et Ee ; | : : 
a ore ics ese 
aaa “wes, pe - 
| ‘ » ¥ 1 , ~, See 
. ain” see 
cane SS) Es s, 
7 ay ah *) ( , oe 
; oe nn : «3 t/Am . bai 
: = ~ * sata 
Sor iets ar - ; 
ae \' er ~ zz a oe a 
7 = Baty 
Smita T= } ‘ 
on : \ \ Ati ; ee 
mn A ; ats a 
‘ ih Abs " A is ee 
\ od ” i =! * ay 
| See . a = 
ial —¥4y {: fer} _ er 
Lael : : | . 
hitg 28 : y a 
a ‘ he | ae i - 
a 3 = eh ee 
| Peay | 2 
a .. 
| - . 
| | ae 
] ) poe 
-! , - 
J ed * 
| Se I : 
| a 
a ape re ‘ 4 2 
| ” | pare. 
s 1 Bea : 
} ‘p | ape 
ade : 
= ie 
— aE 
tae . 
— pe 
fi es 
fs A "s 
its ye } : 
ea Paha 
Rs i 4 ps! 
= | ai 
; peo sen ' : 
Sore i 4 
, e ; rams 
| | By Sk, 
enkx! ir ’ | 
| ie 4 
i “4 | Ky 
‘ Fig 7 
i | ’ oh sie Po | : 
. = aes | 
eS | oy 
‘el ran | 
oe i a 
i en Pa 
jae . 
: = ao 
a a a | e 
*) 3) , = 
as | su 
} ee ort te 
ms | ee 
: | | piece 
| op oe 
: ~ oe 
2 ae 
| | =e 
a : : 
| eae 
| “aah 
Ss Po | = 
3 r 
es | 
36 § 
Z| _ : 
| f 
Rouen 8 3 
a ae 2 ee | 
“DO wines ae 4 3 Ve ¢ : 
Se Sm! an ee i : oy jing ‘ = 
Sta eran, oa t ‘ a : c pres ‘ by. ee ain : ; , x . 
. 7 * es 4 <j 2 cae, Gm tot ae) + Be eet MAS ¢ more " “APS ou 
z Ore Ae * PS on ee Lo Se ieigke Pe. Pe Sits te ak Ce She = es 4 
"iy ag et: kao: Aah wig ee = ak be NE Oe Panda This 2 a ae rt 


runs continuously, day and night, wit 
ator needed - 

The ADmatic projects a new message or idea 
6 seconds on a large screen equivalent to a 
28" T V. It holds 30 slides (2” x 2”) that are easily 
changed. Just as effective in lighted areas. Use 
the ADmatic wherever people’ gather, in stores, 
trade shows, dealer show rooms, theatre and hotel 
lobbies, as a visual salesman; or for personnel and 


salesmen training programs. 

For rental or purchase terms, wire, write or phone 


1216 CHICAGO AVE. e DAVIS 8-7070 

in trade shows, stores, windows—day or night 
Put full color and action into your sales messages— 
get greater attention at less cost—attract more 
prospects than through any other medium with 
the ADmatic, the automatic slide projector that 
no oper- 


first half of 1954, 
vertising for mo 
ances declined /: 
able 1953 perioc 
it remained th 
another it inc 
parable figures available for 
some important .. pliances, such 
as television, 1 2 and clothes 
dryers, because changes in the 

These are the ©ecneral findings 
of the newspape: rvsearch services 
of the Advertisin, Checking Bur- 
eau. The checking was done on 
145,676 ads for major appliances 
in 1,750 daily and Sunday news- 
papers located in 1,393 cities. 

The following are the findings of 

—During the 
aewspaper ad- 
major appli- 
the compar- 
one instance 
‘ame and in 
‘d. No com- 

the bureau for each individual type 


Appliance Advertising Volume in 
Newspape Dips Below ‘53 Figures 

of appliance: 

Refrigerators: Linage declined 
about 10% from the same period 
in 1953. According to the bureau 
report, this decline has been in 
progress since 1951. 

Tabulations were made for 16 
leading brand names and another 
group containing lesser known and 
miscellaneous brand names. The 
report covers 34,112 ads in 110 

Of the 16 leading brand names 
and the miscellaneous group, the 
leading advertiser in refrigerators 
did about one-sixth of the total. 

Freezers: Advertising linage on 
freezers was off substantially from 
preceding years. Of the various 
cities studied, more advertising ran 
on freezers in New Orleans than 

BS omus- brow Me Washington TV 

$30,000 Summer Home in Maine 



WMTW, transmitting from the 
top of Mt. Washington, covers 
most of the three states of Maine, 
New Hampshire and Vermont. 
Over 445,000 U. S. families live 
within the WMTW primary cov- 
erage area which has 224,572 TV 
sets. RETMA — May 28. 


Use America’s only “3-state one station 
TV network” and save — in 23 weeks of 
a 5 per week % hour show — the com- 
plete cost of a $30,000 summer home on 

the Maine coast. 

Average time costs run 54% less than the 
combined costs of the three TV stations 
giving next best coverage. 




Nt: Washingt, TV 

John H. Norton, Jr., Vice Pres. and General Manager 

Covers virtually all the families 
local TV stations do and reaches 
thousands of families they can- 
not reach — serves a one and a 
half billion dollar market— retail 
sales comparable to Richmond, 
Omaha, Akron, and Syracuse 
combined. On the air in August. 

Channel 8 



Advertising Age, August 9. 1954 

| any other place. 

In New Orleans as well as in all 
the other 109 cities, one brand 
name among the freezers did al- 
most one-half of the total adver- 

= Washers: The advertising of 
automatic washers increased sub- 
stantially the first six months of 
1954 over the same period in 1953, 
whereas the advertising of stand- 
ard washing machines decreased. 
The combined total cf the two 
shows a slight increase over the 
preceding years. 

The report is based on papers 
covered in 81 selected cities. 

Boston led the other cities in 
the amount of advertising on auto- 
matic washing machines. One 
brand name in Boston totaled 8,- 
423 column inches and there were 
11 other brands doing from 1,000 
to 5,000 column inches each in that 

Milwaukee was first among the 
81 cities in advertising for standard 
washing machines. Two-thirds of 
the total was run by one brand 

® Clothes dryers: Up until 1953, 
there were only 10 clothes dryers 
on the market. Then 10 additional 
brand names were introduced, 
making obsolete the figures ac- 
cumulated prior to 1953. In 1953, 
95,682” were run by dealers, 118,- 
245” by dealers and national ad- 
vertisers. This compares with 107,- 
638” run in 1954 by dealers, 125,- 
586” run by dealers and national 

Electric ranges: The advertising 
on electric ranges has been very 
consistent over the past four years. 

The report covers 16 brand 
names and a miscellaneous group 
in 68 specified cities. 

More electric range advertising 
appeared in Nashville than in any 
other city in the U. S., with Chat- 
tanooga a close second. 

Television and radio sets: Here 
again figures comparable with 
previous years are not available, 
because the study had to be great- 
ly enlarged when the licensing of 
tv stations was unfrozen. 

Roto-Broil Sets Fall Drive 

| Roto-Broil Corp. of America, 
New York, will launch its fall 
| campaign early in September with 
tv spots in 30 markets and news- 
paper insertions in 50 dailies. 
Starting in October, ads will be 
used in Good Housekeeping, Life 
and a group of shelter magazines 
now being scheduled. Promotion 
will be on the company’s custom 
400 model called “the complete 
infra-red electric kitchen.” Prod- 
ucts Services is the agency. 

C+P Ii/C-B 


wants facts--men, women, Busi- 
ness firms, Banks, Factories, 
Air and Steamship lines, Rail- 
roads, Hotels, Advertising 
Agencies, Fashion Centers, 
Foundations, City, State and 
Federal Governments, Colleges, 
Universities, Trade Associations, 
Labor Unions, Civic Groups, 
Clubs, and many others... 
quickly, thoroughly, confi- 
dentially —at little cost. 

\ ) 


CONSOLIDATED. thirrins svccaus 



eNOS ir ae oF ack Bx tes Pe hg 2), Soke ge 4 ae so eo : al 2 lakh ic faked I aie ge eotnamte Wr a FAIR LUC te atl” ROD et eM CRUE PY cat Wh, GMa VR ae ROR ES Re A AGY toad he Beles i ee er ay ae. ANd ree Agt ok Wels Wy SS Dennen Oe Lake da ioe te ap ay Ce teas ie A 
ORANG ante ay Sees By st NMR ge yon eS a pa Ea CE Me ieee a Mey gat (nowt ee ee Mk LE So ae Tie ey ge et dae Sova wee ee: Ban CURR Ry PN ee SSR as i CE Co a eae eee CNG a pon | Sa a 
ACPI AREY wrk. i ees ee Ae 3 Eek Seated ab ET Ge So ig tae YE ac S GN gee Rn Mil amtbe oy OS Heat Sate ate ee ee ae ee eee Pee o Wied © PRONE Nee erra Gi. L. Seu ea eRe ter SS Yor = mL ee age ieee Wh a baa TINS PAL: My WA pa OLA AP I ty de seg perro eT og Migr aN aR plage bicg? SRPMS ~My tpt ee Nec ty: ee Rng Mate. 3 ea weg Sabon eal rte 
pire Soa aet re ens NS ewe ee Nabe, ee 5 Mae ce ae nc in Teg ee eS ag ire ee MN Me PE By Siig NWO oe SANA T ge gw? he Se ake ee FL Nea pak ee it cas (ae eae ee SANG I ag a a al ae Oar et ao rae pat ori My ne POE a ha Bees yah ONT MMU Pye NARS el 7s CRG | 
PES SSR roan hea ee naa an Ten 2 SMR 2” RINNE olic Ome CEN M aN ERC Ls “wn ctQMB SR Src gsgee IGARCT cute ta ta. Verh na a aT Ne et Ree PEN Se ase Ane a os an genres ONEA ey Se ek Rep eee Ca REEF BU ame UN TT tos ye. et we Bk RN ay thd Ma Tae mime Steen I MMT foe ce aR Sem OR for tae Pen Gast 
POE Se an BE are Beet Sie ek Lge RAEI 2 ‘ ae pie Didar ome aoe Ee eae soe ae ee es et a ati fee = rapa 2S 5 alas ie NN AE Yoder a eae age ose Meteo get pager. 2 fb glare fe as ie Hes Ns BIOS 
A Sf pies ght i ae DG eee Saha etek, Sicha SoBe tas anieue te NE ects Rae os ame See oh A eae ee Ae RRR > wie 5 Sa OMS Sor pga emi ah me O * toa eae De ie tee ee ee Se ieee Sean ie ed a Sar a Sie a BER) Cees a” Be ih) he hahaa tea yer ah Sear Baia YS tee Sette aie 
a : bone = ue sae ex 3 Oe ie ee a a rete nae eet Ps oe eae ee se NORA MOL ct) 5 cana - tite oe Pian te aa eS Tees CE Mel Sabra; Pa Gage ce se ships hes gee Sesh aes) wae ee tpn tes eee 
fs ; : = Wucthe ee : ee ee a 4 eh Pease ake 5 ia ae te Aas bees Bis as Weer way so Me Ne i sake Sy aR ae tr tee CMa ee oe hee ee rd Ries at 2 rage nae 
a: See Sean 
ce ioe Thea 
. - I e 
picts te 
-— od a ra 
* as 
- es: 
: a 
—_— i. 7 
Af ; ; ort, 
. r v\\ ety 3 ’ " VA i ae 
a i ry JD al & : ‘ eae 
> A as 
iw \ ( f ; 7% 
. = ; 
4 " = =, J = 4 i 
ta ; 
OFT wi S | if ie 
= L \ +. = / \ ce, 
| , ae 
| ; > 
; ; *y 
} . a 
j ; : 
14 y . 
| | 
| . 
| | 
} y 
i ! 
¥ i 4 
‘ } ! 4 
cay 3 en = i 
ne — wee ig 
tae XS pen % = E: =e EL ye me ak ¥ 
ec ae ae | eae r 
cree . SSE EE. J 
ee th St ; . 25) “a " 
inns NNN ' iecigletie 
gk peo. 
ag Beek ) . eae ; 
Aaa heey: ag 
Wares ; Satay ee 
oar Sei Gas pigs 
ie co ae 
: tas om 
. ieee 
: ae oo 
ray } Ze 
ay ] : 
eas Beg sii), |: 
tease aS 
at. nee 
oo ee rN 5 Hy aN 
: >, q ee. 
‘ oe; re thc 
Se ea net 
Une 4 : 
i <ee ee Be. ? | } Babes pa 
: ey See paren | ‘ee pas 
ee og aie ha tik ate gma H Oe 
Jee = e OS http Fs { he 
Piha i chara Peas, | te, 
ae ; 2 ee oe, 
i i aoa 
ee ¢ ty re | side bs 
: save me”: oi ere 
ae eee ks A Die RD. Gees A See } poe ete 
A alan . : ‘ eee se i i aa 
nee + aie th i Hee teat es 
Ree ai | ‘ eo, a A ed | | ee 
ral ¥ ied oe). a ee | 
jae ee : .* at ee ioe Cae eer | E io 
Be Ar ape >, on a <a re aw be 
Laine? _ ere * ee . a r ae Soe ee Pe 
erie has S popes verses) gous cola ale a “ i Brae 
Ba es - Beets Oe ee ee ‘ | sas te 
ae eg ae as irae as a Pe A sy a se ea ee ee ; | ee Sie 
or 2 . oti c\ Sarr - paft ee | mapy 
esta ey os . » c ie ie a as Se i ae # es Pari 
Be) see paareece Ne TT Oe SF): ee se 
Messi mer ee fs F . : - OD. ema Les om i 
ea Pi ee ves, on oe. Si |e gis ane, 3 we 
OT SRE aa ae 5 we be Pe, aa Pr oF ie on ee ah this ee 
i eee Ti, eae Se (a oaks & ote) “ee bs ae ee ee BR. ic ated 
eigen ies ttyee ere o> ‘aes Bo ~. jae Fee ae tees Rd ‘Soy Nee aes oe, Ge 
=e PS hi ae ‘pee ere a 0 € ; Mas, a See ie eae eee here 
ae ee. r ' - a Se Pom se pee Ee a rt sn si 
ee ai Ri on \ NP dads 3 a Fee Phe Se mena gts bus ear 
i ee ae PO | Ss etd ooh ee . Y AH eee + ty 2 ae Sea 
cae et ree a ca pee ; 7‘ % 4] BF 25" ™ - «Fe ? | poe 
ee oS ne ie wor NY VW A a ees | a 
CO ares % : . ; <a 
Peet oon . “SS Tae j > * } ] ae, 
avin all ‘S  Saeee” Rj es | ae 
oe “ > ta ‘ / ~ wx Pe | aon 
wep 3 # . ‘ . iene! 
to t — PS ee ee 4 i & —— - ie i \ — F »~S ee ee 
ce a i Ba —— Bi ce ee eo eh sles - 4.8 a. \. = ; % | eae 
lee: 4 é * ae a aa “~\ rs A 5 ‘ re } ‘na ye 
ee ie ; . x peieiieil a : + aa Py " SS eee i i 
oaaN i : ei a A . en gee gO Tha poe 
i - set ‘ : : z Be ee aa Ae i > % ‘( s g 4 - 4 os epee ae ge ee: 
Bas wit Tati sai, am email laren bet =. eons ini [ii ag et a. Ati Cie ee pet ee a pices 
pee a ie ~ " ip REI a aa ame # ee a Set Sa aie, Orr nea Baga ays On Ss ae Meee: 
fe Pr EO ee ee a ee | eR A ne en OS Sat Bale lS oes ee Soe 
Wa Ser Toray hme ee Bi eg sto ee <a St nae “ wee AE RS CT a Ay: eal RD Oy Seog Be, Sewrane es. ee ae orgy st st Pao es oo. Re ret, 
te, eee vA i ea 5 cana ae A Bd a eee ee pes fe oe agin ge, Rees TE (Be Pre LE ane My cannes 
yitign See Co giae ag Se Que eG 5, i |. asad Oi Rr ne TO Ey em a RE ica ee ee eagle emi Me Nee elias Ohi 
ee ch a : . ' * eet a tase. . ‘ Spe Se 
Sela . j eee 
Satie } gy 
eins ie { 
SO arn ‘/ eae 3: 
oe eae ‘ZR teed 
See ee 
J | eb 
ing S| / ao ee 
a 1 Te 
Tara ee ate 4 7m a 
Fens aes 
BaP ites eo 
Bs ee Pet aae : 
ae Se a ae 
a ae 
ane i ae 
ee “rae 
he be. Be oie 
patent: ee ie. : 
rise ‘ ' eee : 
Bate WOE mn ey ke 
E Re sage tae 
i Po nites a 
: “ 
. ; re 
¢ ~ “4 
5 } er 
ae ae : = 
Beers ite 
+ 2 Pare visa : 
tie ae t Rane 
_ me cs 
‘ ae 
| : 7. . fg | " 
tS 4 ome Hee 
ee = ae 
ie ge Sey a rh Pi ine a ke ee a | ait J > - ¥ z * Be en eS e 7 Gee ue oe TRS) per: See ey Site ge ee OT eee ees r Hy tL NS + Pa Py es eee ~ ¢ Ke ee tr gk wei: eis ae j= oa. oa 4 Wei x 


Four pence a night for Bed 

Six pence with Supper 

No more than five to sleep 
in one be 

No Boots to be worn m bed 

Organ Grinders to sleep in 
the Wash house 

No dogs allowed upstairs 

No Beer allowed in the 

No Razor Grinders ot linkers 

Horse and Buggy Hospitality 

In stagecoach days, tavern keepers enforced rules like these, secure in 

their knowledge that the nearest competitor was miles away. But today’s ES CEA HENS AND SHSETS 

innkeepers must vie vigorously for their share of the business-travel and IN BUSINESS WEEK 

vacation markets. That is why leading hotels and resorts advertise in All-Year Club of Southern California 
° " 2 m (Los Angeles County, Calif., 
Business Week. Through Business Week they are reaching their best Board of Supervisors) 
° Bismark Hotel — Chicago 
prospects—management men who travel frequently for both business and (Bismark Hotel Co.) 
pleasure. And, in Business Week, advertisers reach more management Essex House Hotel — New York 

| h ° h  teust . Hilton Hotels Corp. 
men at less cost than in any other general business or news magazine. (anid Cedttensen Dated Calinnee 

(The Lord Baltimore Hotel Co.) 

Mayflower Hotel —Washington, D.C. 
(Hilton Hotels Corp.) 

Plaza Hotels — Cincinnati 
(Thomas Emery’s Sons, Inc.) 



Roosevelt Hotel — New York 
(Hilton Hotels Corp.) 

Statler Hotels Co., Inc. 

Tamanaco Hotel — Caracas 
(Intercontinental Hotels Corp.) 

Waldorf-Astoria Hotel — New York 
(Hilton Hotels Corp.) 

Source: Publishers Information Bureau Analysis 


apes aS ig ULES 4% Sf % bas aan . 5 ooh - iy abe $ P EAS ee ee gees ae $i38 ee reac URS Sm OM he, 2 ree aE Sree we Be ice SLO SOR eae gs he aie Sonik eee Ui ah 0 ad ob pak Nite S DS Lert pie Bab Wars hd Gots Lee (ecw We ohare POSEN ais A ed hey 
wi le Wier as, 2 tule a Cae © Seem Che ee PP Tp Ee ee eae ARR OG Pa hy aOR aa TEI ABR LD hi eet eae Re EINE Ne ote, t CONS Re OL bed dae ie, ota ee ONO hiat a oR) eee Ba Ake cam Re A ET Oe IE Oe saree let wey Oni PIER AGS Ae ae oe as Re oar 
MOMS Pot eee Nie ee yet ich he, ORR Sire ae tae ae RR a rs cl BS ON re Chae CG Mrs aaa ati | ag Te ra i PG erie 7 Ra ee hf REPOS ES ea Mar Sig Thaw a mae OMe RE ne MS Pee EN ABS SA ge ee eT Hy igs OME, es eae 2 omen Os yk rat Sa Boas AY FS eta He Os 
SCAG aN ea Benny « Uber epi aete!) 1d vee Poa BD bes Plc thea ea a to a eh et Prey aegis aot 2 i gore om ees Sei Sa ig odeeels See ayes Ree os hy a ey ee a hegre: eg Saat PRO ae’ Bt ee tat oe ak fot iets Slt ines Be EES oats See 
SMC ganas St IES ALOE: RN Se heey Oey Sees WAT ed reps as HN Ri a he th Cw cea Pee a hat 0S tae ce ares eae oe a ees Ws Maar eens Seas he ARRES Utne ia Pivaee cad Nesta aa o> Covel ais i eLe” Hep ERT REO SS Ub eel BW Bramdce gk Gwe a WE age rhe ails 
peace Rup vem tentiing eae Sot kt 2-8 a eas FeO peau aDRp EMER op yo area ta Oe en 6 os GaN nt ea TRS Seine Darah pig rere eS a eine Merah. one a ts Bieta SRO AEN Gee RE See EE Sis Genghis ae a ‘hee i Nahi Pg Raa tno oe eL abe Sera ae ee SOE age eh at oe 
; ates ie Ss eae cee RGN ime ge ar ene te tae tas ae ee ee a gee CG 
+ os Anes eC) ses <a Hi asia * & Ete Cee es i: - » * * ai ¥ ae 3 ae ad x x Sta Ts ipeee or 
2 St REE Ps ” eNO E aS aes egies oF 0s 3 Ga poe eae $ STF nce c SNE AMES ch On Mas ‘ Soy wee bs - roy 2 ge an ae ig an gel 4 OP eal 4 “7 Fite 
Re Sc eae . : Bos in seen epee yo petige PRE cy ee ne pees ‘res Sa te at ee ein hed eeleeipa se 2 oes ie Q : ae, j vee 
Care, a ' ‘ ae 
| a es ue 
pi. ti} 
a. . hn ae aS 4 . - . ; 7. 
; - Pm , = : E ‘ by . 
, rays SRE ae i |) : ee : o, a. ; a a » A 
ty a — ee "Sg oe) 5 ae ual q a % ow ed igs ear a ka : 
oy ¥ . od ay = a ” * 3 *€ eis, Mra : Sra 
_ rs e ° Ss . 2 i : ‘ afd; ys é a a mm ey ee 
. © Sav . dew 5, * . ° 2 $i¢2 i 
| i + a ¥ ae rr 2? - ose ' - oso a ~ Ns - = a i 
’ o ee ~~ S = ~ gx - ee ; ‘eee 
| oS BE ae iy : : } ia ates ed 
> yy 7 7 > teat, ‘fs R 7 ’ 
oe Se Sob ig gra ae eS, 
Part - » ee, 7 . Te od elt ae A 3 a 2 : 
| Me oo 4) te @ a 25 ‘Ci Cea 
ae * Pad De 74 ban ar . «A =] 
; " pee age : 
2 ot - * zs ® « . Ear : * es Fd wae ee Ss 
cs we, . a - be as ' ‘ ; r, ‘ee a 
ari he: | 2: . “ta 
. ta? Pas . ‘ ° 6 ax Jee 4g os ba 
ur * ‘ Pe : - os f " '} . Fa * ge ee 
Pe _ ‘ ge : ~~ Rd 4 a 
“ey . . a. ep See 
ee 7 4 $ «* * Rid ee 
} i. r*. . : ¥ : é ws a ‘ea Wo 
' a - 4 *-* 7 ° « * ~* i 
be “ 7 a. wee - Py a od 
7 "4. «ft _* e J ee 
y *. | a 7 P i ae a 7, bet 
} +6 oa <> 4h oe te Sek s a & - 28: 2 : ens 
- : bs A ~~ "e ‘ x) ae 
mY ~ S. »f > vale fee ‘ ; ‘ . *ee™ x ~~ 
* YA - e “ " le * 
ites ~ * ~ 7 ‘ ee 3 * : 
ab és cos ’ z - oe . ; a -y t 
Oe : . ng ¥s 
: thy — ‘ * ; : tre | 
aang B : ” a 
2 7 » r . °° . q r aif at A * ae. 
_ " "se s ~ © . . »* r : * 
ae - os 2 MSS, ta ' ie 
——T 5° BO gf : 3: - oe 
ae OG pi * Lee ™ . mae — > * te 
— Perec ee ° : : +* - _ og na tar ta bee ge a ; 
‘ ee oa ee ea 9 ris, < ° ro — . " 7 Sed *, hs ee ae % Say or , 
eg ey ees a‘. ™ ae [Sree beet car, San ra? a : wth, of . i ‘és v oh * et fea eo Aid 
| Pig ee es aN a 4 y a, #* rs + oer eee eae om 
ie Scie Bog Faas ae 5 : s of * “a F we . if oe ten eee, ove 
le p airs oy ago © Fg a * - ae or & a . : * . fee ‘gpl BOE ge EE EE eo Bee 
; aaa Sie kag i See Se i ‘ wt . . 5 f ee hae ee eect xe tee 
NES : neat ae . laa . ono Sv, : ") ie if ee ee etnies eT ae 
Se te Pees et . 8 : o—" O° AY “es te! ieee oe oie 
| Peer 2 NOE Mc ts sad ca oy ne ao tee _° oP ial : ." eS aaa ae peas | 
Pe oy Rika se a x . * e 4 . J tad °° * ae we he eee Sa 
nae we . : F > e ° Se : De, Ge Pe 
2 eee ee aeons neat a. . a ; = : 7 i a aS ee 7 
| Pee ee ee es : * oh ~ >} oe ; ; > ee ia ere 
Fie. ee ee a cy Ps y - . ¢ te” a% + Spall gh aie I are are 
Biapees Poet ye Sy TE eS ng b “¢* ‘ ee oP q aT, || Me eh edes ee: pees 
ered eh Oy res Ae oe | . : e J oa.  ¢ pan ] « pel j Pe feet am FoF ela 
/ a Te cese AR ot he ° . ; ine \* » am # ? . th, ee eee ee: 
| ba Ai a Ck ages Pee * ~ ,~ , : : in a Pe bs Pee ee 5 See a oa pp 
pitty es a eee! aie. 7 pS ¥, . ay os. Bots horn ie 
Pere as saree et are. i S 33 ’ at ; ry oh) %2? se oS Se BEC ne Ort 2 er mes 
ne i Oy ge ki on er — € ? 4 Soo Nea St ie eRe et 
Do <a . aan lS ia ; ; y* x = i. 2 oo dA «4 @ ee ieee Wh ie geo Bis 
oe V5? Gat ne Outen age aa ; ‘ + a : , e* Pye. 4 Si. Met es ee eg i 
' 4 5 Sth Eee reat wae 7 > d oe ae ; ae Noid 3 tere SO. a agen 
: oe x NORAD om ead F . Pe * . b Sed are . * oe, Gee - ee sg Sane ey 
Cot gli. Pater, ‘my ae? a af eo é al Tae a 4 wd of ° i le ae cote 
@ - x +e . =|, Eas swe & . Py - : 
. bees ge. Ry) # Ge72 + ca 4 Bum - rs $4 oa ; 
a oer = rt. . . i * | ot a oe & dent Sas. ; : 
Paani, +) Sine co Ba it na 4 t ‘ ra 7 , a _ en ee Sepa 
ecw We ete ay, Fe ‘ oe as | ° ae. ee ee ae a 
is ie saa Re. ee re We: . : “— o* | BY a > 72 ° ” Se ee 5 oe Bem ie We he hae 
aseren ee SS) Pi Mees % ee“: ‘ is eh otee: ie a oe Pig aR > EE Mass a AN srg 
/ ; e a ee bi ; . . . ie Ae - - rt OT ele eer a 2 ee ee 
' ‘ &, 3 4 ee oe 6? Maat tact ee 
/ 4 > 2. e ps ote ; ott 2 : ; sais 
a a . ey 4 a 7 J oi me 
Zz “ve i oy a: ; we a 
Css oe aes ger gets ie aye "€, Pe vg tar OO , 2 ose a ls ere: 
‘ = ; wit salen ” ’ + . A Were, ‘led ‘ Fae é: ees rE see ee or 
states air 2 «ee “2 bs / i » a. ri eR le ve 0 ge ¥ a é Rckes apie 
Fa ae Oo a te ‘* . : - ty -* Pasa es at ea 
Bae sees 51 Uhe = ae site z Ry ~ ee : - et a m ba ” Vos die ae $a. c 
Bet 1a a qe Ae oe ead *% 4 eet ‘i ee - ty he eas aCe 
- a ies ae ae hg bs en *o* ’ 3 e 4 taken ait ; oe Sara GG a mat 4 ae ise: sss ee 
b “4 Bae ns Lh, = : Ps ; any Ses P re haa A ; : ; eee Ae ie 
4 : BEE St is 2 in 9 ms * i “* ae : : is Megat Owe om Ps: Ages iin, Ia aera : Dae 
ea ae te og eh r*% i . — * 3 x ¢ io eS ow ‘ Gh. ae eee Le ane. P i er an 
1 San Nd oul - + 3 ae eee . ee So. MOEA aig reg ; : As SE 
: ‘ er steer — = ys . . ame 0 wie se i ‘s Reid jis 
: i . deg Sk a. . a : nat ane bite. i? ane 
ii Xe ice ere eects ey, ge hae %e Ce onenaial . ri ee « pe ee ; 
ae = Ce ee at ay eS we” ‘ 2 gee 2. ahs eo ‘wii deat Fe a Oe em ee ee ee ‘ 
pone ee eat eA ieee 5 bo : ts a ? Zz . r, as Ta es ae 2s whet ey eee thong nt as 
ae a ee eS A. So cr ceamnie ee Pf $e ae sles: Sia alas a ‘a 
; a SpA rel cpl ae on Alia oR Sale 5 _* ” ar Ci Se Dike Ao, Co fo eae ee Shee Se ae ee epi es = yi os ase teh 
: =i ee eaten St ee ae a TE a r ‘ ee ce TERRES ls ion Pest! hag i pi go eg >, : eee anaes She ie aa : a 
: 5 : oe goer: ae Wee ee A as ¥ - fe ae : Derik, Nees cae fs ees a? a ge ee sgh oe ade a tia al Bee aa a 
a ; 2 net ies ts : r ae ‘ . . $ eee sta es = ee 43 i © : i ale BOG 4 es, pUA Ca ete agen ay ee 
‘ a ; TS AR ies At eae a - S ; ated ~ ” ki aes . : as ae om j ucts A hey ste : ta dome zeae 
at eee? alas CREEK ets ee ott, dees — a ¢ rats cro an Ree , es a 3 ‘S ie Fk - < - “gi tas ne oe seth see ae 
ee i ch eee ee cele sy : - ne age Saba 2 a ob ae ae eee oe a ee a CD east et fee 
sas En ae ee a, a a a ep ae eee é Pe Ge a eee eS ee a eee ee ee Saba 
ere ae ae oe Oe oe ieee Sige o se * Bie 2 Se 9 FS rot 5 Be ee eS hn a gee oe S s ; ee: ee CN i ean eR at at eine 
| fl a ci: Se a Le, Pee ee a : Lei an pects eee a eS) OD a Ses : - Cae “a ee a 
gt Uae a es ha Ay a Mg tan pose . ie at ce 2 ae) Ee Mate ee ho. Sle RMR": a ea) “s —— ee oe 2. face 
24 ale a Mg eget: ar eerte ee Og gid 4 5 Seg Dai a7 aii : eee ae ca a Keene te, ee ee: ee 
Ns Se iy cake ea he tk Cae i pn on al ee cate. hggys 7 ae i so a a eae en eos Re ee eka oe MEER nT Cia pen all. 6 ; 
te ib Be By er De oe, ete Tee eee ea al 2 ee Se aL NON aes ORI . oe oe are Ts ot nea ae es ee PS eone 7 
= Riese Si oS i Te a a gp ig Rs ee ip : Wee: ie TR SOM meet? ace See Pes ea | ame Gs re 7 
aR ag di i Wee a Pema eah ee Cans arly. oo Pape Se ic keke nae: a aN i cf < eee aa ee ee " 
eae Fees Gad Se trie ecg ayy ae 3 eer 2 fo: ti IO er ee, eee cage pei a8 a) tena pees fag Re aaa esa ; aaa 
Bela i SE ia ae pa ts es ee kOe ee ee ay wa Fh rere pl ee oe Eee i Get cama ig oT Boe ye Cy pote ke eh to ; ae 
At am Phe en N aig Re ven oe bat ae aes aR ek gM. VORe Cagr oer o rag, se il ea oe Aes ape See aR fre i ole ee Perm SOND J Vink ee os 3 meee a eee Nea a, 
{| eo Se ee ee le ote ae ee cae Bee is eae ee _" Bs, ae Pri aan a AA a a aga, ore: 
, Bie ca ay wen 4 ead Ng GEN et Oe ge swe scaptle cg Sie se ae Sly “ral ie LGD ees eee 0 tt pet gered he, Wf P Pos Sais See at sine 
: ee Ge ee ieaboer oR! aie ire a Sere. Seay prce lL quelarerge Pees : Bert a m mend ive ety cal ee tee een en tee ie! ae Rae. =| ee 
} 2 i rk) CRMs: SMe oer a eine 3. rae ae en eh ge 1 bo oR a ee eT, at RAE ESM ERIE cles ie ilu ls a ee : 
ae Fade eae oe Fo INNS) ce a i seat Gee ee Ie a bial Pace pel ‘ haved PS Bg BE 2a lc AGE) tea a RRS LUPE ih Ye a Shas A we toa % ie 
I Meee FS oa i ee i a TONE re fs oa ime ra see A pe ge a eg ean SE oS ee rene ea ae ance ee Ae) Re a ae 
Ba 5 3 eg aes Tele Aelita? Re? ae Se ato eee eee ete it oa aR ats Cade Aaa a tee 3 ee. “ es. oS Fre RY ee iter ees ous 8) ass Pet ie ae ; ee 
eon ft ‘ ol . . n i - f A sate . Oe ie Oi, Soe eee Ta as Oa alert 
| ee a f 
Papen ~ 
' iguabres eee 
4 be gage 
’ Rite 3 
| | eaet * oar: 
Cee ’ es 
Red ‘ Rati t 
Lele er temas 
' ee ya fos 
ti : re : 
aes ee 
Stee Sepolean' 
| katte? ie 
5 ae ’ yer 
eae H ate 
| shoe eet 
| aes a Se 
Sere f Sa, 
j aay one a 
Mi . 
ne ne be 
ae) oq 
eee “_ 
Aries: # 
wre : te 
ee | Be 
aie cae a oe 
aa ae 
s cor; op 
: — ony 
ot rae 
: Be fe tetsu 
tapas poe 
Dea ee 
aren Jee? 
feels: . 3) = ae 
ae Ps 
i | eee: i 
Ae , aaa 
Bee $5: [ is Es 
. ne 
hi. Pe ne 
PE oe — Fick 
jeer:  —_—e heb 
ee By = bass 
oe | INE po ee: 
Ce ie, Ss et So 
gee * athe Se 
ato be ares eal 
hes ¢ : fe 
Ries Sa Set 
ae f Pn Sar 
pm ae PC Sit: 
mi mn S ee fcenpes 
ee . 3 mF coe 
a a Po ; | 
a hi Bs . a ae, 
i" r Bia ; : 
3 oy 2 4 P 
‘ a ee 
} vo 
| fe H a 
ee ied 
i fee res p «2 Bile 
oe a q panes 
nF ed } ain Per 
* f pace 
ee aa 
| ce « Coa pte 
eS) ae re ; 
Rare tre ’ 
are Ge : 
ae i ea ae ots 
‘ Re ee. as Tee 
: ; -, f ; " E ° e = : 4 - - : i : 
Bren ey f tem - Gs Ts 2 : te as i — 7 
a avis : Si ie: b ch I east Bae ts F ‘ Sree er pring ” me PEA TNS SF + Wi =a r “ pk a Fait Sarge * <r Po ts x Mae ae we Saari ‘ 
“2 . ee ~ a ba = - y * 4 4 > 5 od im 43% furor a ~ Wek f -* 7 ~ ae PAP: Peet . Ee tee ae ooh tn) ie, Dime at py, ee Bhi, ek Fi 2 2 eed % 2 ae Sa SS 

Advertising Agencies ... 

FREE Fact-Packed Book Will Help You © 
New Accounts, Serve Present List Bei 

Hundreds of companies today, leaders 
in seven billion dollar modern Direct 
Selling field and many doing seven- to 
eight-figure volume, stand in urgent 
need of advertising agency service. 

Hundreds of agency clients, not familiar 
with modern Direct Selling’s dynamic 
distribution—expanding power, would 
welcome qualified agency guidance in 
considering it. No matter how well their 
products may be moving through regu- 
lar retail and wholesale channels, many 
companies might profitably add modern 
Direct Selling to their sales program— 
if their agencies could counsel and assist 
them in doing so. 


And—any agency can do this wit! 
aid of “The Quickest Way to Nat 
Sales,” most authoritative text on : 
ern Direct Selling. Write for it on 
business letterhead—it will be 
promptly, free and postpaid. In tu 
minutes’ reading time this defir 
story of modern Direct Selling wil 
able you to intelligently discuss it 
either clients or prospects. Direct 
ing is riding high on the great cu: 
wave of interest in all selling—be | 
pared for questions about it. 

Room 812-P, 307 N. Michigan Ave., Chi- 
cago 1, Illinois. 

aon i —@ 



y/ | 


New York, Aug. 3—American 
‘Broadcasting Co. is not waiting for 
a look at the product to predict 
that those fall “spectaculars” now 
being dreamed up by CBS televi-| 
sion and NBC-TV may not live up 
/to advance billing. 
| Slocum Chapin, v.p. and director | 
of the ABC-TV network, this week 
,advised the advertiser who plans 
‘to pour a big part of his budget 
‘into these super duper color ex- 
_travaganzas to “carefully re-| 
evaluate his media strategy.” 
| He said that “fireworks” work. 
well for special occasions such as) 
corporate golden jubilees, but the 
present, proven pattern of tv pro-| 
gram scheduling delivers the more 
efficient and effective advertising. 

Mr. Chapin said that the pro- 
ponents of the ‘“spectaculars” 
overlook a factor which has always 
helped to make broadcast adver- 
tising so effective—the weekly 
tune-in habit. The ABC executive, 

For News 

The Southwest listens to WOAI! 

More people depend on WOAI Radio for news 
than on any other the far-reaching 
Southwest area dominated by San Antonio. 
WOAI has all three news services, 

AP, UP and INS. WOAI's News Department 
works exclusively on news, local, 

regional and national. WOAI originates 

eight regularly scheduled 15-minute 
newscasts daily for the hundreds of thousands 
of families who for more than 32 years 

have learned to depend on the accuracy 

and completeness of WOAI News. That's why 
advertising on WOAI News means prestige 

selling in the great Southwest! 

“The most powerful advertising 
influence in the great Southwest” 

1200 on every dial 

50,000 watts clear channel 
San Antonio, Texas 

NBC Affiliate 

represented by Edward Petry & Co., Inc. 

Advertising Age, August 9, 1954 

_ABC-TV’s Chapin Says Spectacular TV 
Shows Will Lack ‘Impact’ of Regular Shows 

who did not mention the competi- 
tive networks by name, asserted 
that a “spectacular” would have 

/“to pull an impossible 95.2 rating” 

to pull comparable gross audiences 
to ABC-TV’s “Stu Erwin Show,” 

which delivered an aggregate of 

25,000,000 home visits to General 
Foods last spring (or an average 
per program rating of 23.8). 

# “But the traditional media yard- 
sticks of circulation and cost do not 
scare the proponents of the ‘spec- 
taculars.’ They say that a third 
yardstick must be used in compar- 
ing the average with the spectacu- 
lar——-namely, impact. They argue 
that ‘spectaculars’ will compare to 
regular every-week shows as top- 
flight movies compare to second 
feature products. They equate the 
half-hour weekly shows with me- 
diocrity, likening them to grade B 
movies,” Mr. Chapin asserted. 
“In my opinion they could be no 
more wrong because they rely on 
the mistaken assumption that 
greater length is the guarantee of 
greater entertainment. In fact they 
go so far as to believe that once-a- 
month exposure somehow registers 
with more impact than once-a- 
week exposure. I wonder if they 
have asked the dealers for their 
views. Impact is very important, 
but as Rod Erickson of Y&R told 
the Assn. of Canadian Advertisers 
recently, ‘Continuity is all-impor- 

tant in advertising. And I might — 

add that the so-called spectacu- 
lars do not have a corner on im- 
pact or new program’ concep- 
tions. .. 

a “The producer of a spectacular 
series said recently his monthly 
programs would be known for 
their surprises. He underlined the 
fact that there would be no set 
format for the program. Certainly 
it’s a good idea for the audience 
to be pleasantly surprised, but is 
this a guarantee of no disappoint- 
ments? And, of course, the novel- 
ty of the spectacular wears off 
noticeably with each successive 
‘spectacular.’ Indeed a ‘schedule’ 
of ‘spectaculars’ is almost a con- 
tradiction in terms.” 

Mr. Chapin also predicts that 
sponsors of the monthly tv “big” 
shows will find theiz sponsor iden- 
tification very uneven, and that as 
a consequence, they will have 
to spend even more than antici- 
pated to merchandise the shows 
and build audiences. 

“We believe there are enduring 
values in continuity of advertising 
and in continued identification and 
merchandising of a specific pro- 
gram,” he said. “We believe in 
capitalizing on the public’s week- 
ly dialing habit. We believe the 
advertiser’s most effective use of 
the tv screen is as an intimate 
showplace and showcase rather 
than an arena for spectacular and 
costly fireworks. For $2,500,000 I 
would rather have a spotlight than 
fireworks once a month.” 

Giant Lanolin Discovery Out 

Helene Curtis Industries, Chi- 
cago, has begun marketing its Lan- 
olin Discovery hair product in a 
new 11-oz. size for $1.89 in addi- 
tion to the regular 4-o0z. size which 
sells for $1.25. Fall campaign for 
the product will feature both sizes 
in newspapers, The American 
Weekly, Ladies Home Journal, 
Life, Parade, This Week Magazine 
and Woman’s Home Companion 
and on the company’s “Top Plays 
of 1954,” telecast over NBC-TV 
Tuesdays from 8:30 to 9 p.m., EST. 

‘True’ Offers Split Runs 

Split runs, with the advertiser 
determining in which states 2ach 
of his two pieces of copy will be 
distributed, will be available to 
full-page advertisers in True, be- 
ginning with the November issue. 

Fe EE Oe cy TREMOLO NRER Ser Nl tae SRDS ARDY emg Ny ete SMa i yee Sait ata ary: Sy mete te aaa ae ea PSS ec Sr a hs Ct ee a a age aie el ot Bek Pa ret yk ee RRR Sh Se ae ans Pike! Sale RTT Wh Hes Mopac Late Bia, SAR raid SS ROME ar ero AU Neon (ONY, a de SR hat id fo 
Seer at as ‘ F aie Cae SIE Ake idly aed yay or evely Mes eee < fee Sy a ee. A ae eee Lek re aA oe BY IE Aa as Ve tT ee g rite a Dee rare oe 1 Ray TG. CONT oe Eee CORR AT Ee a an rea ne ce 
ORAL Sah PSS Us ee ee elie Bah oy Nez AS Ste hee Bilis 0 Vain elena ae AM ote geet eh Can ak tise EN te, IE cae q ee aye ab idea Pin tare eo ae ety ee ace Seen. eet oat a ra we ee tet NP BPA ee) wa UFR he OR Me Ree ee fh Song 0 Fie Ti hr i TE ei | aS, : tae Pde og) ae ay CO 
ae eset peat i eee sae ae om ; ees er Hs HE fy Cot ae kare WP aah eee ee te jhe er SF IEE BRB Been lice a has Oe va Pai ae eet pe Noes i TI a AEB We aevan aaa er GIS sea ene heed 1 eT ae Se oat cay apa rag hac ae Bo 
b SRM IG Me NSO si. cna a ORR Mer ye Ce EN Regen te ia en ee. SRS oe 7 RN Gere Ret eT ee pee me eee Ne Fe Re SM SAO eae eRe PORNO ERG. ye Lot) hy ORO, NN ait rea taney eect Wengen | Sy. Niemen NAM dae Pea AY Sx TAO et ge TL at ie eR RR 
Eb, Nes eee if ee ae aes sateen SR LTTE TCO SD RRR pliant ena teatah epee eng dn epee sees Saat) ed | OMCs | 5d eA ES aR : Vege, i | aera Se an eat ee RU So Soe ae aha OR ARES noe SS 1 Ra bin ae AS ea Ce ey PSA CER oe Ne. 
is tees? es oiler eae ge 5s eiyetaie seep et-ne Sree a sh gern “ ie Be Shae Seger | eS re Seo isis Senge os ag ba Apples Rao iyo es ripins SGM ci Ben te erg eR Pee a 2 deat ee eee, ome tess Be Saw oe, wget 
Cory ROARS aN cat Seg Sr ec tap Rt TO, Teer ta eee rea hom. 4 : - aoe or ad eee am eee ae 1) Ae a ee St ey eee Sak PET Wie Bei ss | eae eae ee a 2 EAR SI ey Fog tN Seg 
yy His) AS ee eee SPR TIE ene eae Rae ek bey 4 er” ps ee | : x hs Sy Tid ae eee oy r , etal eae 5, rigar i an ein ina ius 5 ay te kee 
pi oareees ¢ : ’ ' “s Se os rae 83 
Sa ‘ r] ic Sber tary J Se 
te i See 
y : “ones &." 
a eS 
; | a 
ee ; -. 
a . 
| pi 
ee | 

| 7 



Pe | 
ee | : 
vy j 
| é . h, 
| ‘ 
i | $B 
, Foes 
oan P aces 
See ; € 
sai \ ae. 
By { Roe ; 
ae , ee 
¥ : eo ' 
: ae | a ‘i 
—_ " eas 
neve . Meri aset\ 
ae f “lle sae : 
=e) : TNE 
bret | ed 
hes { apres 
Cae oe : SNA 
ces ' ecu 
nee ns ti pre Ai ( 
Sn Reig er 
ee 2 } ery 

{ . 

’ ites 
ig 5 | me ee 
a . ssicy 
ov oe 

| se Sa 
ft are 
i ; é 
A } ate 
ae 5 Be teenie 
aelia rede ae 
“5 ‘ | ane ee 
eave eee Bs eS 
eee | | ale apie 
SOP pig 2. * 
rate { iy 
eta! eevee 
pate ale 
OM Nr Ag) 
ies | eae 
oe li mz 
ee f Hl rf Rao 
ie tae | 1s, Lak 
me RU,” | * et 
Fett rh . ee 
eae: 1} } Bi 
Tees | ee 
Peet 8 | | es 
ee ol SO Dele pe! 
ee ee 3 / pit 
Bt we = SS a hal 
rts sf Rei 
ean faze 
Meet SE re i Paes: 
eos ve poe 
eo } Ay ote 
oe Oe Mme 
Se sen eran 
ees _ 
Saat ii een: 
Ea PN | 
Sages | a 
iarigbes ao ‘ ee 
ee ee 
a ey 
re ae ei, 
Ne ah me 
eee ah ‘: Ser 
pal at ae 
ey | i ae 
ecu os 
| a le 
jet . oa 
Baas erase 
Rat ied si 
aT ee Rican 
eure Tents : 
Sie tac aes PAS eae 
43 & dj Yale ae ; 
er ¢ P aa = eee 
be aie , a ‘ p ’ ~ git eran 
a 4 - B Spend ee 
sna E 3 a | oe a a 
5 eae bye Eaten aie 
meer aos lag — 
mt SA 4 
‘ = "See I a — 
sR 2 Sar nage eg = . a Ege sate 
ea aera . re ee ae tl ; ee a cs 
Pal YS sa » AS os Ds ~~ ad ~ ered 4 * 
Be, - " onan . ~~ os SP 4 
toes, he —_— fe - % Bee ae P ms anal “Sere ae 6 Pre Sed ' Eth RAEN 
Mee Aes - : Tey ag a ea er oe ‘ ‘ f Prec ces 
a oe it ss p bi * a 4 64 . py: : 0 a 
eet ( £7 Sage eee = %. “PS ee See ee 
eee, t= pa oars ~. "ae sp eS : : te ate . “the Saas ee 
ite = = t —. ae Mgrs! Sm oh = ie . mye ‘ is See 
eee f <4  « me de. * oo coe ah. oer » Raa 
“ay Si FEL (SS, fe gee = S ee. 
4 estes : ee ee : . ge te » * } ach ae 
peek Fe « Dee Age a pet es ee phe ge ; 4 rs at 
é ~ * el soy ate 7 <i aS ae ety M fe be 
: ae atm " ay st ms ” Rt ets co gs ’ aE ie 
Hig 3 “ on x» = vies a ait ; =a a rik 
ot i te a Se fag hms — A 7 a 
4 trae Se eee 
oa ee E ea 
‘ / sah 
; Sie 
: : x 
we d Be le 
i 2 ts 15 
: 2 
; J 
Lt 3 
f Bi 
Pera eae 
ge Stk: abiiren- Six 
cle ice : aa, 
a i 
Sore See Nae | Gea 
peer © here * ia 
Deeg ie nr seed 
one } Meetorney 
e ie <a $e 
ier Si | : aoe 
ye rw } ie = 
ie * Pet ais 2 aay 
oehtees Nie Tae. 
| | tae ta 
f | wee 
a eee Bula : Me ca Batt oes ah Tadeee\ Fae s nh : 9 ie tf PI Os ae oc : eS oak Bon I Les ee ere : , e ? : ; a pice : ee nt os rs a 
; k. re: Si Te, naires. “4g —e Y 
ra rie e ey 4 te a 7 ae, Gee x ma Ua ee ice gee ee emer a * : e e oy 5 et ue e oe : pits rs , re, bane ‘beg | Mole yf ee *3 Ey Oe reat te ltr y pe: ae cee Shise 8 . f pe pm j i) 2 a ‘ 

Baby Pants . 

6» ‘ 

rayon fabric 

Poel iy. _ it’s fabriet Softest for baby, 

‘Wea Crack, Chip or Penit 
Wateryrostng ix permarcnt! 
Won Acid Stain) 

Odura saath oat ormpletealy, trot 

Room -Aftergens< | 

Won't levitate balg's yonder skis! 
Five Dainty Baby Colors! 

Pink, white, maize, thon, mint, 

Pulls sivle, only odour TGF 
Snop-an style anly obout OBE 


WATERPROOF—I n dustrial Rayon 
Corp. is running ads like this in 
Good Housekeeping, Ladies’ Home 
Journal, Life, McCall’s and Par- 
ents’ Magazine plus a number of 
romance and movie magazines for 
waterproof baby pants made out of 
its Spun-lo rayon fabric. Grey Ad- 
vertising Agency, New York, han- 
dles the account. 

Erwin, Wasey Does 
Something About the 
Weather with ABC 

NEw YorK, Aug. 4—American 
Broadcasting Co. and _ Erwin, 
Wasey & Co. have developed a 
technique for handling seasonal 
products on network radio. And 
this without the loss of program 

Some time ago the agency 
cleared a weekend = saturation 
news package for Admiral. The 
five-minute news shows’ were 
spotted between 11 a.m. and 11 
p.m., EDT, on Saturdays and Sun- 

When Admiral decided to slack 
up a bit for the summer season, 
Erwin, Wasey was ready with 
another client—Texas Co. Texaco, 
which sells lots of gasoline during 
the warm weather, came in for a 
brief summer run. 

Starting in November, | still 
another Erwin, Wasey account, 
Musterole, will get the news pack- 
age for a saturation campaign 
when this product needs it most. 
And comes the Christmas shop- 
ping season, Admiral will proba- 
bly be back for another run as 
sponsor of the news summaries. 

Also in the upbeat department 
at ABC Radio, Seaman _ Bros. 
bought the Tuesday and Thursday 
segments of “Whispering Streets,” 
vacated by Toni, starting Sept. 14. 
General Mills continues as backer 
of the 20-minute drama on the 
other three days. Time for Air- 
Wick and Nylast products was 
bought through William H. Wein- 
traub Co. 

Time Inc. Reports Highest 
Revenues for First Half of ‘54 
Time Inc. reports for the first 
six months of 1954 revenues of 
$88,439,000, highest for any six- 
month period in the company’s 
history. For the first half of ’53 
revenues were $85,883,000. Net 
profit after taxes was reported at 
$4,827,000, compared with $4,716,- 
000 for the first half of 53. Roy E. 
Larsen, president, said that “the 
circulation and advertising outlook 
for Life, Time and Fortune contin- 
ues good and the pre-publication 

reception being accorded the new 
Sports Illustrated is especially en- 

More than 300,000 subscriptions 
have been booked by the sports 
magazine, he said, and over $1,- 
250,000 worth of advertising space, 
with rates based on an average net 
paid circulation of 450,000, has 
been sold. 

Roll-O-Graphic to Fredericks 

Roll-O-Graphic Corp., New 
York, manufacturer of graphic 
arts supplies, has appointed Shel- 
don Fredericks Advertising Asso- 
ciates, New York, to handle its 
advertising. A $6-7,000 campaign 
for the company’s Tri-Mol, an 
imported dampener cover for off- 
set presses, will run in trade pub- 
lications in August and Septem- 
ber, timed for the National Assn. of 
Printers & Lithographers’ con- 
vention, to be held Sept. 22-25 in| 
the Hotel Statler, New York. 
Jamian Advertising & Publicity, 
New York, is the previous agency. | 

One cuts your costs in two. 
One delivers 100% City Zone 
coverage. One gives you all 
the big Green Bay market. 
What one? The Green Bay 
great newspaper—be Number 
1 in Green Bay. Phil 
McClosky, Manager, General 



a picture has an exciting quality. It captures the romance of 
faraway places. Quality paper helps a picture create a lifelike effect 
- +. records the depth and deta‘!. That is why leading postcard 
manufacturers use Champion K-omekote Cast Coated Postcard. 


District Sales Offices in New York, C cago, Philadelphia, Detroit, St. Louis, 
Cincinnati, Atlanta, Dallas and San Fro -isco. Distributors in every major city. 


If it makes you wish you were there — . tas 


Symbol of Quality, Integrity, Service 


i” a) ee a Pel ee ig | en see TR By Ree al gate’ ot in RRL eae pg IN ce, Oak Mt ON Me AN DES PRE PAB SR SS tye teak te WE a) i a al ap 
Le, hk het Cay eae wae fs at AS Peas BOG ae re ae! Pe RRS ay Do eet ee Ltn ST Ri” temas B Bey de Fa ee een he eS eae Tene N hs ae Reprise bigs este he atid oe ae 
fas on er Soy | e ap Rs ae pe ee hl QUPORE Oe oe ET ae ATR ee la ee on = PRAT Piemnih cs A Re gies Ls c ey wae sgh bee 5 TOE TIS oe Pe Soa ter), ne ae PE FR ick a5 RS SS. , PR hig aes Sa a Ry Sega a, psy Soe fee ie Sy Pea ad 
4 on] ee Te Lee ee fe MS Re Del So ee ee ae ete ee ‘ pT ib oR tases. foe aalte Lat > cies OR FEE ER Agden St Te Le Pee BSD Eee Ee ye RG SB PNB ES yn RESORT bi ah cas SEM ERIN ae EO Corum ae Fp enc ORCS An hey Cem oan ah eS et UR OR Ley oe A pa i en nee ee on ries ce Oe ine tee 
Rech as SRR aes ener a irs Preis aad Boake each bind 4k Suet he maa sai icaee ee ie SAE tone ae z ee See, sais a05 ers oO Coa aE bas aa, ats er aie ae Hits Gia oR See Dr ee NY Pose ean eek otis EER canes iti earn 24 ate eh 
RP ORs Nc SRT ee Tee ea Wath so Tic ap ot sein enmee eer a Lcontty Vance ea Res ee Taig, «PSR peter Re nee Seep Pre ioe ce Oe agen § = Beas Ce apa tih: Sk, 2S a i PMR Manet oc eee el ST a Nene atk 3h REE ge er 
Bi AA baie -reeee et oe TE ee es Re anita, SRR Ra Nm ROR Peo ec Spent Ne ee Ap oe et Ns 206 A ee NES shy BSA RRS ation Edie asc at BA cc 0 Am to De A Cota eo Tea = z Rae ef Rian aT eae cro sap ayo Wha oer oc apse eat”, “7 a Se Sale ENA) UR ae I, ea aided Aah ce apie 
Re cone pee: Vise ad ieee oe te eee a ate ae ees mas seen Wed RE Race 25 eles o> a Meare eee a ae We aeons i ikea? CS S'S ERR Pe a oe Panes Sy roa " Batt 6, pa” De ee ae as ic yy ott oes re eer 
ah ie Teri or Ea ona tepeg aea eee te er Si aS at Ar Ss ae OTS RE ON Snes eae age cone Tea a eT! igi Se ee oad ae ye ly ae © esata ' as Bg teea er: ge ie - ee : J poe Y Be vowel. Rie ge ee a 
PONE A Win teal ean an gate Beli pe a eck lao wa LE Seen a ee aeaat wn NES: awit wa beeen: i 3 git ale ee Fide lege it Tu ee Re, oe bare ° i ‘ i Hagin ay. ae ee Mage Seg SE eae 
alee eee os Ear te ty Pay os Ve WAR chee iat cea ate AEP Te Coe g ts Ok ae : ee en eS hes Web alee : Be ae 5 a ie z : ave ene eee i oe eee. a 
Bet NS Agere 2 er: Sci! ia ew a art esa ng a ES Th ee i a ae i ; aor ee Le Mee f dhs 200 aan obi me, glestpacs cos Pe "Ss {eae eee ee Re eee aR See TN 
= = rea sets Mag pe? Soi Brees ver vi Biba ates Pei piscvag BY ee “a hig Pe = MN exe fk pps ees ur Spies Gh soe a eae pets et eit E a 25a ee re ; a as sible SA aug rare wee age J ue iil aa wig - 
ea, Sane eee Lies ca riot 1, oe Sia oy pee fs 4 “ : riba a Sie Le eee a ane ee 5 Bae Bee . hans ae ae sete eet hy i SO Sion Seaicvanpe a2 a PAS, a ers hr aed piece nen a 
Soke te 1 5a r ce 7 
Pe es 23 ? Py 
:. ii . 28 5 
Ve Advertising Age, August 9, 1954 
; oie SS 
: ne | SR ° 
: *s ee * SRE 
fe Ne ‘ ‘ oe : ee =— s 
; 4 : BSS ‘ RES — 
ee a ; i TS — ' 
' : Ap e by ee = SRR Re —4 ' 
A . ees * | Osa Laas —4 
; : OF ig ; Smee — s 
: ’ 2 Pon are | Sho -——4 
on ae Sees — if 
a ee oe : a : RES == 
y ie Re ae 2 « SES — I + 
7 Se rl ros 7 | . Secececececnrecececereceel == 
Pees jae SES == 2 
: aa a“ - + : : a Se —— 
: ; 5 . or SES —— s 
‘eeeee a . sd ecscnatacetctaestetstetess = 
: on ge es Seat re — i 
, ; : — aretatetatetatetetetetet. = 
j . =. Se — 
; : a : : eatatntatstetetatetetet ae 
\ eretatatcnatetenetste — 
| 4 : SERRE —+=~—s ff 
| : & "x ; tO atetatetatatntetetenetes == 
: 1 ge ik Sees — > 
Leis : ‘ fies Satie —— 
i c: ae ee os ays . eater ncetettetetetatets = 1 
| a ae BS Siashents — 
. Seen — 
Sie > P 
Seaton — 
\ ‘ peace = as 
| : See — 
| Saxe = 
P : v, Seeteess —— 
ee ; scree" 3° — - 
aoe UR- | _ aaprrssceceissece = as.. 
ieee n fi j a » Re | ite z at 
{ Nts fs . ed OOOO he he he he he SVELENY 
: : INL “ & ae Ee Beossrscecerenesscetesees Ir , tai 
y ea CED eC eee Moetete ota tena ete tetatete Sk 
re a fet a ee ae wetetatetatetatetatetetetete aes 
Seagal eee te eee ne So csisisisssieieteieiets 1 ie 
ee a eee ae praracececetetatatets . a 
| % “a ee ot Mew! Specie tar Seby* conti x : “ ; etete tate tetete ; 
| 7 eee Se waft! Bo light! Be eamfaruible? : : ‘ee e = 
«ae Wonderful everyday watarprod ey a 
‘ “deeb partion with » Sunday Grete up jek ' 1 a 
4 Ca Kina faryon, <omphetety worerpr oot! - 
ae ee No rabbor! No separate ling! Pab- | ° eek: 
: Ba As ontnde, waxterprool maide! Wag't — te i, 
’ Seas? fet tacky —se nocls ne powder! tas 
| 3 ee i ne gat SS | eis 
: recs Won't hardea no matter bow often (2 . be 7. a - om, 
ae they're washed! 7 @ ~  s . » & 
i Mea Ne Special Wasting Core Needed! 5 nt . f 4 ] 
enna Sem ‘Washingr machine washable! Can be f ae ore <4 
: avi dried t an automatic drywe! } * ; i. ll x » ° 7 
‘ ae at Sree 8p 
cit RL NOUN Css tens Ww 8 Roe de Sa ee ee s a aa : + — ek 
aaal | pee 
: ii } 
ee = | ; : : Bee 
4 | laa = 2 se 
ee | ee in eae is auch 
ay state a “ : ue oe a : See 
1 ae eh s a _ of Bie ee d 
; eos a ; in , : ig a — 
| et Se eee =< 9 fe ie 
ig ie a ee re eee ee co. ee Frees 
oe eee) in , ln os 
) Fite i R 7 3 oe 25 ay ere sate aa 
eee fue SAY i? ke : So A Oe Py 
| ric te dias ‘ ee <> ae a \ ae a Sei : aes ode 
| Perens tee et a a 5 ay Ee | a - RA ee 
29 eae 1 : a st ea oo ee a a. oo ee , oe e eens ae 
| Se H ae +10 eceter ren ; wets pity a re 
| { 2 1 é nytt’ + bss p> OTE PT Rht % ve eae rc Rie aes ca 
: es tre peings. + ite Bs. poe ‘ » So ee rs 
i [ee +90 OtTs a a. gee oe a ene 
J peers ty + en ae me Ses F, s ae ‘ee 
eres i aan ei ea aaa - ‘se OARS Sg eee ee: as. era. 
es ' a = % Ue + * + ia ~~ — me ex® ‘ ae 
Eee eos ee ‘ aad ee ‘%, ress <4 ; 4 < “a Pe, ee Papeete 
a , er he Sesetetes Bet _ ; sughoas see 
eae Fer a. ae as et ec Oe ee ord i bir setts tit yiees Po s. ie ‘ or 
rg a - — ede ona Ht Mast = 7 oe se ese 
sate ‘ fa a x Bagg re a8 a "MW atetgisdesee+eee. A < ££ as Fleiss 
nae  — ——— yee Ey RE ” on eee ‘ wae ae hy " 400teO eed a oe * “a ars tae te 
| as i: | . nae Sars [ig > 3 1 “ ites Peng, ioe ~~ b, 4 7 = Pil Ree 
oe i : oe. WR aie toe oe “ee By = * Sa eee ideo 4 am ae. Peni ick 
Bare 3 a . ‘ Pe. ae Hear oe prt tg oe is et 3a — a eeeerrt! rea ie. Faz = : ee 
cn ee _ i mn Se OE ge BAL y ioe aa —_. Y sig 
a ae + a ¢ 5 ee <n ae er a . a ‘ as oe ~ . ea + wtaak ** cf ote Ne if % > oe Ft ae ga Sa 
' eS, aa Oe ee cope MR ee a (Se sesessces [Seats am Pa ; i BS 
, } o ee ee ee ae a - oe ee ‘lbeseeeee, a kao < aes aie ee “ 
i ag Lo = emits eames pe-::::.::; i — a 
os i — ‘ ? 4 ie So eee an de aan soos by on Mi! pet 4 a ‘ 
aes | i es a i %, WP Pe ee Pen: 44 ae . rads ion — | a 
2 seme $ . sca eo gee . ” a ON ed ited te GRE Cie ee He a 
Hagin i ¥ aoe by te ee org ee ee "Phas | Yee Sites 4% oe >. ad ee ae. ae . 
| yee te ee. ay et Laat a : me ae ys TEE, PO 5 PFs Tie Pe ‘oa ; PE te at 4 
i fe ws ta: Poe - Fe pti sale naa ‘a ; at Se Gg pees 
aa ees — Fah OS i _—_—_— a”. Per gentber — ‘re cig a ae, 
; ee aes % ‘ Ki ‘i bees a eae? ee a 4, f4 a ea a aa Bi. ee hon 
| | Fists bra lt . te” - fo re a ss tage oat om {re tapas! , ata 1 ee f ae ee ae eee a 
f 5 i iy . ye Bi as ow . er ‘ “ 4 E 7 i a ‘a Be 
eee —_ x, Fr « ile Se > | SSRI see | Se | 
; moa eo, Di, ’ < 3 : — WA a SP fi a ae vay : ae 2s e 
; ve ait ¢ yg reer. ie , ‘ag : peat: nd nets rae ft NN a Saki os ee Pea si 
4 4 —S eg : ee. ee P ee a ya Fa i “y Cae ae ot tee = g SES a Se Pi ira ares 
5) We . oe ee “ eo. ere te Ra eegitaee ih” «teat cess ce eee ee Des if nee 
ieee , MS 8 SS ay PEO Pe eo ee oe pale! Engi ° | See [Prada Grr8 ' ae phe. 
ae a ee a ate eRe at 1 CAR ae RENE 8 fe Tee ae a Ae Bi 
an k —— % -_ . a 2 Soe PELE ig MA ee ee eee ee ee Pics 
Lee A x : Bes ee iia: oe act * das Rati aaee “a a oer J ae Soe RE ae 
ve. } . *o oe v2 . ‘ poet re tr en as Kops eet ete et 8 oe oa ee ages a 
poe 4 ites” oh oe . Ber ; Ng Oe se ae RO Mb aes" so ae Nes 
‘ i. ee wo :, oS Ce | ees Soe ; 
| Le. { a, i. tie ae ast genet Migs aes <b: meer. |e : 
| a oe Hit Fis ie Se — F ee. eh ee re a 
= , , tapes Re & 4 * a0"). ian te are st alk eter Laer 
oc j ae ey er ba % oe. ae Et ae reece 
a : , gee es TR ae <a eee Spee Be tas Ee Aas es 
i PREBLE fe ew S44 +4 a No = r dis ye -: 
: AS a ROLE fi ame o : 4 ayer! ‘ $35 +4 ; are boar a . a, ene 
‘ , Oe a hes es ‘ < ps8 a *: fs she bi ee ae ee _ est 
a ; | Oe FS ON ee rae) ae cm , ‘ ‘ ‘ =a ‘ Ree? tee Sine ser oe aie ee 
Be 7s Os ee ee ee 2 . “y .. ee te. iG eg Ae A ee 
ee oc ae ale .. hd rt tat ie ° Seo ee ee a ear beta Mew S peat 
Bo ' ee ee ER OE : 4 il LRP a se De ied eRe ek 2 6 MB A eg Bc ae 
| a | saa ke a . e © a eer gt a ee aie oe 
cack j os : spares . : . ™ eee. i. Ge he Saeko) A ee Sir: 
| i 3 a . * mee ee » a ve aa Dee 5 4 tin ee Wh, phe Sei es ere. aslo 
] ‘ i ; ce 5 ead 7 ie 4 -. - # on ee! P ‘ : Ss id Ls 
am aes « 7 : ~ ait * ‘ 7 te 
Me | | f a ee ig ee eee freee ot ae iis ee hematite § SAS eis ei Bae 
/ e : 23 , sis le OS ER a Fa =e ee eR egy yee et at) Rl «oa A a gata 
oe 4 b , “Ele —_— S| nes aA Pura Weenie eee ey ee ee ay ne 
cai ° § i. oretigitty *, é a F TE ig Peri”. ore to ammaie = FER ye % Thee 
Yo an m a ” ~— Ya :. a Fee ieee bi ale * ees ee fee 
ae at } a <i “~ = " ‘ ie Sit, SAS ae ae A ee gt ge ae : ss MS 
( ees ‘lees a7 Dr Se ae ie - ; a sabe, ae eae . 
pisos ' a Pe aap Res. eS a ae ee > ae 1 eae : 3 ap: 1 i gala alle TT ica a ia : ie 
a & eS A Acai rea ES Se wal SF to $i Pe: i a ee ice 
Ske oos a es on os a no NS os Oe a ri” Le a Sa 0 a ee ae shine wiech se ad ali 
ae : reese ee ie el re ; se? ped < a5 ae ae ‘ome? : pt 
; Ee EAN nS. ha eee — ety, Ee a we 5 . Sli a lla Hae a ab sik 
a oe ie a cabin ¥ pethe . se gta li Ni Ie a aaa Mitts ‘ Se ae 
; : a | ¥ oe oe aoe ve, gee wal LATE ¢ '* te pe or Lam ae stoped: te 
f pte — Rote hai fit gs aly 5 ni EG SE aes CF Sige ae 8 Oba eee Ayn’ 
et g | | yea ca ae is i pe tee re 1 reine ee es ihe a eh eee Pe a 
i ae t ar ; eG ee. . Pe A i sed See Tai pie eT ag RN ese aoe Cae ee 
ae ‘ Cf eee ee tg (ab dy, , ane eu ee eae: ee ee ee eK CII Oe se oe 
: ee sla age ee mee res Sane teal Fy ties ee ees Te ia esi eietne cate aa! * <a Ra eile Be ae ae 
cat as | > sane ay “sere. v: 7 +. pa - if i pp eae ij pea, a TE TRE a: MeN ihc) foe edt Oe ate 
me = 4 ae 26s = al : 7 «i E g a Pe (iS arent en eae oe pe “Fre rcs 
la | ; 2 a eae ae yaa a Z ¥ 4 aoe 8 Yay bd wre Ps a ; viet) a a eg - As Gece =! Oe a eo 
7 - a | SE eS aS ae f a ae ehh ms ue lia tacadl east OES eal Bee Sis ete Rag arses MR ig ese Sate ue rh . Beth 
: # | Poy | Seite aan Pht ie ee ee ae i EE eR le. Be rl | tre teste ‘ c Nee 
lta ea, eee ee on ae RE ei i eee ae eh are j as 
ee } Stee ¥ - Seachem hha = |, ee Dang Ae Rg ee mt 
ee ones as Se Si ee Re ak ge 2 atmo ae Rept f sade 
' eee ae Cael paki bk oy aden” a eS hee ‘ ON ae ag Bia en eth 
ee a este eee ee : a — 
Patt: i a Be Bete es ie a ‘ . e fe, 
Le 2 ee ae ; a: 
- eae 4 | ca 
eS fe i id | . 5 
foe aa a 4 | 
re at 4 i ‘ 
ean en , | | LW is 
ae re 3 | ces) 
7 ; | re a" 
- ~ ia: ‘ : 
b ~ 
a <. | Ay 
a«,, 4 
Saale —~ : 
wae } . e 
: Ee | 
~ : 7” i f , 
— ° 
7 Nag 7 
i <2 : oe. 
— & 
. 4 \3 \S s 
‘ i | 1 * Pol 
as F , pais 
Ee es | 
1 af ea 
: TT 
ie 2 : See j Sai ‘ a m 2 { oe alk bo ior * . = oar . - # a om é - z : % a . A = py, 
4 é aes ey Bete 4 Sy Pe Gir hoy tes wari ie f TON Mais oF mae? Bi Okra epee ae? iy bs ne Td 
amet . ar MS eae oe ode ae ee oR ‘ 7 oe ied ade Se ae ae waph teal a toe 5B Pls Foam + OF id Se es Pen, sea! >" ee er | 

: TV Set Production 
Down 44% in First 
Five Months of ’54 

New York, Aug. 4—Television 
set production for the first five 
months of this year was 44% be- 
low that for the corresponding 
period in 1953, according to a 
study made by National Credit Of- 
fice Inc., based on the financial 
statements of 40 manufacturers of 
tv receivers, radios and electronic 

The company reports that 63% 
of the tv sets made in 1953 were 
turned out the first eight months 
of the year, after decontrol of raw 
materials. There being no corre- 
sponding increase in consumer de- 
mand at that time, an excess in- 
ventory of video receivers was 
built up. The situation started im- 
proving in the fall and the in- 
ventory is now at a better level, 
according to the study. 

Radio set production for the first 
five months of 1954 was found to 


You can forget 
it NOW... 

} Paurence 


Fine Photoengravings 
for 20 Years 
547 South Clark» WAbash 2-6284 

Are you receiving your free copies of 
“Laurence’s Guide for Photoengraving 
Buyers”? If not, write or phone today. 

be 35% below the 1953 level. Na- 
tional Credit Office attributes the 
decline to a lower demand for car 
radios, since new car buying has 
fallen off, and the loss of the 
novelty factor in the clock radio 

Mark Paul Named A.M. 

Mark Paul, formerly with the 
advertising staff of the Press- 
Tribune, Roseville, Cal., has been 
named advertising manager of the 
Daily Journal, Willows, Cal. 

Lewis Joins Fi’: Company 

Ed R. Lewis: 
Telenews, has b 
count executive 
Programs of Ar 
He will cover th: 

headquarters in ~ 

Issues Market 

“A Basic Mar 
United States” 
by A. Edwin F 
rector, Researc! 
New York. It . 

formerly with 

named an ac- 
‘ith Television 
ca, New York. 
eep South from 
w Orleans. 


ng Chart of the 

been released 
managing di- 
‘o. of America, 
described as “a 

compilation of workable data by 
states and geographic divisions de- 
signed to facilitate analyses of 
current business conditions and 

Ziv TV Names Sloan, Smith 

John F. Sloan, ex-sales manager 
of WOR-TV, New York, and Stan 
Smith, former eastern tv _ sales 
manager of American Broadcast- 
ing Co., have been added to the 
sales staff of Ziv Television Pro- 
grams, New York. 

Advertising Age, August 9, 19544 

‘Post’ Names McDevitt Co. 

George A. McDevitt Co., Chica- J 
go, Detroit and Pittsburgh, has § 
been named national advertising 
representative in the West and 
Midwest for the New York Post. 
The newspaper previously handled 3@ 
this area direct. b 

Saranac Joins deGarmo Inc. 

George E. Saranac, formerly with 

the copy-contact staff of deGarmo 
Inc., New York agency. 

Fuller & Smith & Ross, has joined | 

- - 0s ee ee. 2 Ce Le en 8% Wy Ph ee Bal Sa Ek Eh Bee TN ee & Se oe ane oO ee AT EMR 2, e tre ee te a) The Se SEN aay Ce COME aR eee pee ty eee ee tg ie 

i= es ~/ . ae ll Pee ite 7 ore, NPCS gr PRA oo apn te tae a Sa ae Miteasy Sper aen Se ch Ns SOY CONE aI Lie Pat po Ray pate ee OF es a Agel Leas nl Pa eee ak or eee tat ah ae Cie eg MR aa 

- 1 gS Tee ) AR ee ge hd, Ren Ne DUE oe Ae od ah BS eee oLabed = Heat MR MET ee ech spt REY we ce ae OAPI ot Ragen eet | ke eS Ree re et ere coh hy tt dea ig ae ier We LSS As apt ee SO ee a sea, Re Ai tla at tala: Pee 

SS thee Be Sp rat UP aac Uta REMAN SER Fh aE NS ELEN Me pirate et Oa SDS Ja ag POE AD Neg NAY MLE EI st Pry Cas eg Soa horn Se ase oe Oh Nae eer ye te VE Sy ON ad) gat ea en vee a MRA ene Ma, SBCs eh POT it nem eg ss ERIN ERS AED Ly ce nee ei ace 
SE Sea aay agen rae Cu ge, Or ein ad pathy con tit tee SMR gt NMR Gn So rence CORNER Meret te Re SOB ale Soe de Be on ae 8 Py dupa SNe ame 

ip oR eb ae Ree pen open a> enemies Bal Saini Gea Raat kk Skt a eee ae Pet A a in NSS ne CMe Ee rte ee! a Sete oe SN Me Gir tee Meta so een OR Py Peake 3 Pind Sys inns Pie iat AR Rem eh, ARR Sa aes Sec: owe fame BORER Sr ren ae ita 

Bak te LOS Pa Rie a tee oe Oe eR Oe a eta ae oe ga i ie Ved is SR SYN. oS Rh URE Aa IR ee AE RE Sa Reals Por ane as es Ee ccd ee AN ee og tm a pe ‘es aes - Rare he ite Beg MRS ih ARN Ht eg Pgs OER ge BR eRe Vag Gen es, Naas wT Oy at ie kag EE ey aed Bee Meters, Vaan, a. 8: 2 ee 

EE: out ements cra PAG Pe ap ae ney Get cet Tre ue id 3a Guecaa eae tik peg a ee een ue t,o. MOR, easton seein iy ites pt MeN os ee eae eae ns. Sg Etipa Wants e SOAs eee ae SEN GB pees senor i rae ar ea Be Peek RT Nek ENT tet ae REL een bee. ee 

. : MIE) POE gh el ey Nib, Mot 4 BShty eee eee ef ‘ ite torte Mi eae 4) ie ek ne Rar Retay oly ret RRA Oa a ree ica Ee ne Pes inte Ios Ba Dee ‘ _s G at 7 * Laat Da ae +P eae wie fe 

att S Dy ehisie evan ez gt aca Nenetas Facer e RRS RS eae iyo oo nant bi bi ad og Pe Os iy ihc oe aR aes e Anes Se a oe eet) ee Ee a eee eee oe Sac te sates ene es fk, Pa eer a fi a. r i ee cay iano s Auge Sx : cS Seer : "SL ee Pec. ' 
pas ‘¢ Shas : gee: ‘ ans a aa 1G RU es ean a eevee" Tia: Be ie Reet oe eae LA sea Be ays aan tas tints tinge ; sae) = Rie a bat : ‘ Neem pia k. a : Ga ee 
wie abe. é Reta we eee a Bee : — ‘ : ‘ A : 

; , | ) | 7 

iii. | | 

. pe my 


: Vie 

| hee 

’ } | ‘ 

| . ee 
ae | - 

os | { . 

i 2. | | ea 
{ iz 
a PO 
ae | 
i ; f 
RENE ae ‘a : 
{ , 
5 1 
{ R 
ss if EMME ay 
gee oar i ete 
, rer suey « _ , » 
44 ee ss ead aa * ¥ de ae rn ae aes 
an , etd at — i oe S'S ” — Sha @ fs } Rares) F 

sas (US ae SM, tele MM a. i” gy ; Se geal Deeps pCa er ence te) ee ere eee bial fa  € i i ae ae f 
5 Ys a ca a tatee We ame tbe ea Pern = # b the Ps c ele , Sie he ra lak SAE ti” Seer z bs ma 

a, Be ee oo pean ee ee gM RBs eee eer Sieeee Sf Se BE Eee ae cA Fes eee 
2 ee Aa Sle oe A Re eee ie el ae certs een S iy ty! oe hag \ eraeee 
mea: one ie gs Caeeanee ae ee Sana ae a ca eee lO IE ee : 1 ae 

sae ee ee a ee ae a ee i =i a ee gs. 5 dS SiS. Bef 8 het, at &: io? Fi “| oie 

a Seer ne nn oe a ee | a ae ee eae i gage: Te cg a foe a j a 4 . ; Eats 
‘i —— ene Mecsan’ 3 eek 2 Ba Ss — a eae aed ge Ae aoe 2 ee ; “ur & 4 _ AT a 

mea = s . re tee te Sins Bien  NEORE s oF. b 2 eal eS eR OS a te a a ec Ny A or fog hes > oa . re : a F 
Sie ag i Saks ee. aie oe Rg . oS Eta ae gh = ss Het seer 4 . Se fs a ; er te 
: ee % ‘ : gs #3¥ oa reer BS go Saal oA 6 rs ie ts a ees Rene er et é of he Z S aa coe" y 
=e 2 er aot 4 : st RE at + soc fg Ds ee a Sc ae Zt aw as ay or. a 4 ? 

oe er 3 $ oe ; ee Pee ga See at set aati Hide <5 alg” Mie i state a) . ie ae is : a. ae 3 ¥ ial a 

. . ae Se ee. 8 5 , Fe a 2 Ree eG) a. RR eee ACen j nes ? sae RE as: 

ie Poa Tiny Pe: ae ee Be eg € . aes ae SS ee ee ae Se, ak ee nis! 2 %: * eee Sh ayes 

= dha RS Re Rtas os desis 3 » fh ee e ees yg Te eee cere 4 Y i ed ‘ { bs € igs Bea (eee eee r 
ae ee be > eat a << ; : Co Ree eae ay ne er ay y eli. ‘ ae: Bs ie, 
: Pepi oy ahi ee Wi, Je : Sb oo eee Se nea oo a eS ee aes a. ea By ee ee tes 
ie Beife: ..e , 2 ee ke eee ae be . SPR ee ama hte ak Be Z : wat 2 * pole bee nents fe 
fas . Sa :f il Ae) ae Se ae ae tie ee a yl she ee Saes ee ‘ae % | Misa % * get da% ‘ = 3 te oe : ; acre 

ce oN De ie ae SR Ne a eee aN oo SIE ee 4 ay AF eat: ye 7 a ey i aie now ve 

ae eee ee pe Oe ne Bm Fs a OE ce A ee Be es ie jee oa pais eeh “yas : +a ae Oo eee a ah, 2% i 

eas Fase ee ae Serta Fee, te x he Bes eps oat ; aid ; i oe ae Be ‘> \ ea a , | is 

= A So EA ee Ay ae he oo) hak, Beat Se ‘yeas fl : 

on See ee eo me ile ibaa! Wea vad 7 pee \ se OS “7 
are a * ad ee = = = Meee eR ? ey. Bane) Was oo is Bye Na "OC = ae yer, f 

ss . Nee ek. Pa ec é ie See fe: 1 Es aan ae be hig fone} Ptr hh Pe oS as rake a 

ae 7, oe) ees thy ong % ef ‘ 4 i 4 ' 7% if. ge meee eat | a 2 \ , a ae re oe tes 2 

; {io ee ft? EN ee ae i Oi NS ae ees A ‘ St LB Ae jay te BY ck Be . Rie cle a ne Seta. 
Pi visa a ‘ $ Ahaha see Si ee cs be hale oD eat ae | “ry hea | « ye yy: ‘ cs ee t oor 2F i iq ee ey ate i es i, r 
: Ce a Le mee BPR Te PT a ee eC : i bai ieee. |. eee j coat oat a 4 eee ek i 0) a 
ae” Ten eae ee eee oe ees ee So og is 7i @ cae fo Poe a > £ e. B Se Mee woe ne : coal 

Rouen Se ek eel a 3 bes ae ie Se me by eo . me ive ae } i me mh { et 2 aa] . a ee a “ees gee 
ie a SS ee. SN, Dea Sees eS, ae i a e- Hee ‘ }! ‘ Pits ae ME ia f a ih © d ‘ 3 7 ae ale a —- 

ie Ne a ae aoe. eo /// ae et atts hs ee oe A <a 
ewe ahs nf oi a 7 ie BA hte | pa) cs 4 oa ) tn = I | te 

: : ae tie ae ae ne a Ph PRAT AR Bi veehoe: ‘ea: \ Ram ° ' «i ¢ Seema 
| a awe oe. Se ~ fe sy ae A eee Vee er ee a 
| a ae re a re PS TF gs Pas ae ee 5 badeh 8 TE Bie X ae .o\ ae en 
| ia eee ali ES ee 1 ee eee Be ee ae <a ati re Vs, e By : pa) Sg was , an % pone NE . iil 
RR tics MERE OE Sa ong awe “ net eae arte | gt Afi een. BOL A US ee _— ial Teh. oe aes) 
oe ee ; = Pepe ee gts 1) hoe ema UE) ode + bi ty i. Sh et a ; : 23 : oi aoe . 
c * “mig: 2 ‘ ee eae omer N's 8 : Jonas Hh ay re P Sea Fre ” ats ae - / mes 3 
ue | Se Be scm oe Ct ‘ oe aD r 
ea | a OE Seta mee CT td ® MES ee ae 
: : : ia ee ~ : 8 > lll : Fe ag f f , , i Rts 
% met + Bie res 3b ate . +e $y: sain aed ee a 4 “ P wri, al me : as ; "4 2 ' : Tbe i 
ieee ey, St iw gS or 2. “le Be ed ptt . : A ms o> ie a. aes : { | ies 

ens 6 A ea | an eee, wen’ _ ‘ j . Be = 2 —_ Sk , / | ne 4 

Pics y ie eee ee a Sl he ‘ . Siar Sale eee eee. ci f : 
as " Bo. ee c gfe oe : a ; $ ens We ss irae ry oa \ : 
are rae ea ey a ee 2 eee Sit gia oil “Teli - rea a Be = aie ee hes bb ai 
je Ws Cie SAN eae a ae iF [eg pr... . _— La ate es eS ee a ae ae Stas 
oe ‘ See ee Ge Sant 4 ie le se |, ae 4y we 3 a - —s ys eo | Ce hy a pete my 
sp de OMA ee oe pee ee ee oes ke Pel a . : >. "ne 7 ese : 

oe i ae oo Spe pee . <8 Ser Pa Sea ro ‘op pies Maes Te a oe Se e ray ‘ ey 
cate ee ran 6: pet, ae eae i. 5 ig + a be: we ¢ . ¥ ae % hy ret! , wee 
port Ae Oe ee. My ees ey te : pie ne a. 8 on eS) e a Sivioed fae 
ett a a . nS, 5 eR TEs i P . a ps eit oa We i aes -_ nee 

Reese ss po ee, ae ' a eee Fe a a 

Bee ate A oe nee ee) a ae , noe 4 ae <a ie eae ans a: oe i > aes ae meee 
Pan Pe eee ee Fe © CS meee i . . y ~. spthet et a as Beg a... | a ett ety 

eto, ita Hc: eae ee —, cpa laa ees aa «lnm ees 

: ee ; M Pei ay meet a ae ee -+ «axe pee ait eet AR eee Sphe a aA ae a Bop: Se aoe - w : , Sean role e: 
aes ee on ae eee : Pe en eer wee cer ent ase Hoes ea (| “ | SE a ay 
a apes : ; > A ae . a es Lortab deg saes eae en ee _ ‘e 2 . ae aes fod Ae 

z as : 4 a * ST v4 ” . ~ oe liar st E Bao i : es a wa! BIC iz FS . oe he “A x J " 6 ee : ‘ se * 

pa ~ age.» lh : —— Bp i Nee ee ee a a 

(oes ge ce s or 4 Be ss ae pc Saeed i ea a eo ee Bue) a 

ei of Be, Se —— © Rs Be ae 5 ee eo s ie oe | pepe 
ie J \ de os cy. * ie se - a > oe es wees SERS cae 3 Tie Ag, ae “eA 4D Ee é 4 i sac ee 
ae y - ee << eee’ pee 4 eo er . TF Bt rep aes Te 4 ~ ? ‘aie a 

oo ring «va j * fo : tealas pir ee 4: Pee: ee ee on nae Er ee ro ee ie ane te oat Rear Be - é ‘ ae yj 

et : eon seca a2 a aa ge tint ee P Ss eee» ae SS. ne ; es, <i ON 

ee = : NO” aa pee eee aaa ee ae oe aie eae * ik . | «estas ee 
ee 4g: “te OE ela Hie ie ieee 8 ci. eer ce ee pemey oc mes ge bs a. ’ Ja ¢ f el ae eel 
cere ‘ . aan wate 3 eR a oo em ‘lg Rie Pe eee ee _ = I ° (a a eae 

Fay, wre e ay 3 ie eee ee ee ee Lf ee en a. ° ae cA Sera” 
as) ae se 2 SRE ETE en a ea areata Sab Sie Lore ae se So al * ae Foy : PAK pete. 

Pig dat? Y e . ors Reet. 7 vy Se oce Saek > PSs FE 2. : ; é > iP Oat “£s ; ae 

Unease 3° “ = MN od tte ee eect Gl Oe aia CE i a ; oN Sitees, 

ree: ’ | Pa! ee ee eee oe ie ea Sed gt ome :, Beet ti ca. 4 lc 

sists , i, “> Os a eee ee 3 wee » + eWaew.- ii A 

Wena 4 4 aes al Pa, a 2 Giles le : ; , , des] i as et 8, ‘ie oa a) a $ 
ae ; > Vy” oe $ AN ies co: Qe Pea a ae eee 

5 .. a a 2 ee ; = ff . Rees : ae § 4: ’ Sma me s Pig 3 
* ee : a ake eee Sse Sie, “eae 2% 4 fy Bea ‘ 4 4 ile de tg " io d gen we 
. ee RP ae nn of eager! tt ie ter aot. a . hee 
: * ae ae cai ee ba 3 Wr zi oe we ey . eft . ia se ec 
Serge 7 “ ? < Bi al so hy am re ia -  e cP Bog ete Be, . t aie te —o 4 # f igo ak ape 

en - . ny gee ee a , wo, PR dan ey PPE CE ay 4 $e: Fe ae 3 ‘ ‘ a 

ar eo homie. te ye = 4 > eed 5 mae > peagth a5 ; mo a + a 

alin) i oh Se or eo a i a oe By = 5) at € y oF q és od " 4 re, 
ge et) Pee ig te Ps \. he. é 9 BP Ae Liha nie RS - 4 es Sere 

he a = 2a Baad “a 3 f Fagg]: : ese ae nie © ws 4 Com 

ar 3 rr, = “ ‘if : Sst pig ' y gl e/i, J = cy a 7 a4 ‘ty HE i zy - es - F 4 id ’ . ' it, 7. pa ee 

ne be & > — ft ge ee 4 . ; a * Beard et fe ee ae Sant ay é ‘ rd = ie 

see 4 _~ ge a te rie } sie F ; a oe oa i : th a el “Ss _ ers 3 4 ; ‘y A . See 

aes | eae ees 4 3? Ss ge pla ‘ See 7 tk ah RS ee i pee ‘ , 4 4 ys a hg es 

rN lee Meir hy SF * ; ge f : oY See: ae, a | ¢ et. ae ee 4 Rae 44 bi ; , ‘ am a pet cae 

i ae ae Sle a be Bi ceietyt eee a ee ; ee: ie Lei iS me fot ie of Span 5 g ee F bf tiered 

crane cee Eh aged cee es eae ‘ g A ee Ae ’ beg MA Rg ee ed Lp 2a eee “ey 4 4 Ww aa. - moe) 

eet ee: Reng St eee} oo 2 a. ae Bog Sake si Sevmagies FF ei a So BS) 

Bae Se 9 ae LT “A Sas eNeey S715 hed bane Se Se erie Sa 4! tt we OS See ee haa ide: < a” ° ae Co Ce 

eee . ; . Bei Pu tpt he re Ws Miles sg “> aes © foe 2 3 ts ae aa ; fae £ oes on 
ah ene PO a a ee een CE aS Pe as Seog ieee eee SS 7 tric, Siw . Set Pace Bae ee , ben ale i eee / ~ i Fs 4 aoe 

eek eae n Se aie etree Pa re acca Pda ice. A: Ratios ee. 4 “<< 2: ae Ss ‘a? at. ee ok ie F s ; A ¥ i= is o * 

5 ee ie 3 ‘ ia 3 BAA. “ bee Sy eget ete A paras co es - eae Lee be pemeestad : 4 Y aa ‘ ae aa ae ef 4 P / , ; 2 ay ‘ 
eee cet ene ee a z RI I ee Pe. eee ee bass a 4 e ane b , Bere 
ote ee eas ; queer pie ig eee yw Meee Pet Se Sas Se ae tat ale” , *hxee-. Cae r oh ‘ es y ae? aS i 

eae ants oP ist ee ' *, eg * oe ioe” ® aie ee. be oe te 99 ie Psy # Re: paw! ae sake ae shite gat Sos ef i ‘ bd ; ; = “2 

ue your mind when JU aes a ee es fe. Me eee Cee at iti ie RR he ee as Ihe 3 a es 

ne age sgilere Uae rit Tiers ee : he ae pity ese 9 arg Ce eps ree Bek a a £; Ja ge Catt Cag a Be pe ee oy ae jf ae £ a" i, / a Re 

een aC . ee. 2 eager ron meme cgt Fee “Po ae ; 2 age) elas. of aa ‘ ee cy... * e 5 Sir de Gee: Sie RS ie a betes £ rr. hs 4 GE y CAR 
ee _ , oe Par an SPE ta bree Os aie ae iia ON tae aa ee $o7 sc: 3 ee ae i ae ane gee. rs : . Soe A ; 4 Sar ea 

eon , n ur lala See 7 ane, ~. Pe Sates Pr A Sec era Ait ge ee 5 Sy 2 ee’ <. li ae. + a Ae Ae x tf 4 ee a 

* < gy ae eae reg ut ve 2 haat i a 3 ae. ee eee bs Cr ee a ae 

re: . 5 a ee ee ee iG : Bea shes la ¥ : fi, Ore, ASS Le ps | a 2 aa f Bist” se Ber if * 4 

oe . Se ee i ye Wa eee Pia 0. RO es fee <2 ee Pe? ont > ee Saag ee ee ‘eee. f es * Ds a 

eae where experienced “Say Re ce aa a | ees Foy ie eed RN ; wi, 

or ae sapratec Pe Ae S he pa bageP s Ee ey ie eee eee ne : i aa . . +e Pit: i \ 5 o Be fg nde " i} Gren ; 
eal oe : ms oa © iets eg aoe, tee Rie ae ae is re ES nee an wa ats Se y g SS , fy hl Jae , : ae ¥ 
eee Sen t vital _ es . ie < Be rapa isa as aw. FS ny eae . ¢ x ‘$} eo eh ; i, t: 
re rates eo! ya Sak: ch. . a te ll Se oS. 8A ea ee {; Mee! eae POLLS is ae 
a Sie 7 ea, Be 8 eee A ( eae, Fs eR 
ADs a i e Witt a. ee ” = ei KP . er ie ‘ hel. 5 Pa as as » Ft mF é ff. py ‘ : fs bares 
| importance of every. a an iz eT ee vinm JY fe LOA a | 
Pmt ve ; Rota Pi, Ba aa 4 sae eal! Bee ee fer < eee : oP Se J | 6 0 hea ae. ee Ade i i ; Nios ae 
" eee SS ee 2 oh. i ‘ aa a Age < Fe ge Sad —— fr) eee nee ees i a ae: Nf ee Lge ae ¢ <2 vlh “Z oe ae? ; ¥ one eae 
cee Pas) -deadl Lo plates (eT, A> ebe ie 2 Pah. 2a sae ec es w Vii hry fet di eee 
Sateen te See CTS Taghen’ Sain 4 ae ey SR oat ee tye Se ope an. ere ¥ yee = P Ea ed . ij a yt : - 4 ee : Bri Face. Se Sit 
Seni wee? £ oes. Paielr A See me ae \ oa jie a Ser eae Eat el ». “* Res mes ae ae Coo: C1E AS Si ie i * Z " j a x 
“ 4 Soh vat aca ee SS ee? Te cue FY ie le ah a A Gee = oe Se ieee i as 2 ee RN 8, Ue Bee f 2 . Bek 7. ss < 

ne, : Ly ee : Be er tg AA ee ee Ss aes SUES ey 59 oe A ee Ra He ied PE abs om Sys See a mae oe os , nip eens 
cra "hg a ara See Cee . eo ; a ile 2 ee pega AA Lae {REZ roe f ms Sealy : 
eee > z Ns ee nn yas a iy ih a ec ak : Beceem | ae eae oath Come PY be f x ; xs ~ a ee oe 

2 oe ae ii A amet ya eee a pba eae Sede: Ai OO I oe Re a a Sin ar: , ba tsp F oA ay Aner 
ee SS a oi eee ps bee RN SS ee ACS Bo ane | ae ae tS ioe if ,  f Sa ) far 

Re sed 2 ed wae ae ee aa BEE cy, eae ree a A ae eT Gerth ae eS | Tie. - > het : J 2 eS ae pn, e 

eae # et gs Bens. Siig. ic 9 ae 3 ob ae Sih, de ‘ Pape a, oe be j ab os - ae « : i Sa 

ere: a a ‘<= ee ee ie a Pe es gs ee - ig Ay re hiss 4 F y haa ie ee 

i cs aa 3 ties 8 oh Sos BAe a Rye ae cai ae ee ea S : Ss - ae, aoe eee 
oo eee F % i, ae ¢ ; wae oa eee eK hae 2H OS! Soyo ae P ¥ > runt gas eee | oF ei 

ihr - A ae : Bre re. y 7 4 in Tae ay =", eae G Re eg Te ‘ed . : . a #." ~ Y ae | ie ae 

ae a : \ ee eR ee eg 7 Sil oe — a ea, 

Saree: . aw Po ec ee ier wer raurn ce ire?) ux! eee Se. ee : ” . igh S a tet 2 es 

Rees : * ‘ P 3 5. *. Bai = x Step Seti, Denes eete ce ores ast igri re £2 2 > c - ‘ : ieee 
ee 3 : P. ae Fy eee Roe eee 3 ge el ee a ad i | % ‘, ‘ t Pete, 

Cee . * gt bd - ara : : — ee ys eee oer oe rs ihe ine Ws see x aa fe bike: ct ' oy yt yf ; : *% my mo Be o: ? 

gas | 8 \ i ce) al mie utes! BN EE SOEs ah Meme hy pa ae # ae ate. _ Ber, dd 
ms : ‘2 Go oe + cole eb eee ‘ eer on AACN Seats f° i isl Eee ti Ae. oP Vigk igh g 2 ~ ete ee: . 

V- -omoe <0. ££ TE! eg Brae ee a i ae weer / J Pt 4 are ae Pe ee 
. ; 7 am ihe hal e4 ie” Die we ff kaon g - a Ra sae. ee aie a 3 Whe ae ye, 2 f we a 3 ry o RRs,” 4 tae ee: 
‘ Ps feet F i err Se Ft - bis ee ape Re igi x : af aa Sf. 4 ‘ ss S NE es ote ny ee vs 
be een, .. Me ee Pe ae ny Pe ee -_ yep scat oornveing a e . gy ; Sit i is Be Shy Bee Laas 
i rw ee ae eB sf £m ? iY ‘ rae “ :g] 2 t i: é oF ay 4 4 r ah hd yo 4 2 te 
: yk ia ff — oe ae if , tH Ws ta UT 2) a s ae 
: b a 2% See. 2’ ? . 4 SS e : gi ; ay . Re er a: ‘apes 
A c —- . + oF. 2 nd ‘ RY i 4 Y 9 J ; i. eee bs Sees = hor i 
ete Me 5 — oa RPE Lg A sae IS Bsa ; +6] 
: | meee Pe , aa a Sh bid Bie - ae: eee ee } 7 oF 
Sit ig ee or ad =.” of) eerie é i? ae wpitieee 4f ee ae Be 
een. > a LGA iS Pt Hr he 7! fi) = ag 
| A e a oe _ Ee y aj oo. ee epee of Py ae e me 
Py a FUEL / , a ati ff i 0 Sees Fe ; 
a ais ; i er Fs : oa a3 ee — ee ‘a : ‘ poe : re 
> ole ea Ss eS ff of fia r Uns & i  &- s Sah 
: a , a | Cs Erde foe a9 Pe? £ e wef ye : ‘2 oo 
: : aa : 4 * ; fe * ire ce vires t 2 <p = me! 
P bad a . § i ie tee = - i h Hl 4 a — 
= : 7 ie Jao ‘ > ‘Aug . 7 Y , ees 
' a. : ae q 
“ . ina 
{ rae ra: 
: ian 

Sigel SD as 
: oe rae erat’ 
ee 2.8 ee 
eae ae 

ac ene ease 

ne, ae 
. * Hf “4 
4 - 
er Leper 78 be Dy parker! Larrea ae * ng ® Bd ~ ana a . rate 4 . naaeoiinneentall Ie ieee ge ere tag eee ee rea os ad eer Ped ae boat Po ae ba me 
BREE eens ge Bes ae oat ror nae aid Rais Ser eS 8 sae ne Oa eT TE Ne he Seren Ae a OME yO) a | ee ea hy arn ee ae Bs Se he ote ¢ en he a. ee ee - be 

Advertising Age, August 9, 1954 

John Thacher Leaves NAM 

John T. Thacher has resigned as 
v.p. of public relations of the Na- 
tional Assn. of Manufacturers. He 
had been with NAM since 1947 
and in charge of its public rela- 
tions activities since 1950. 

Petesch, Hecht Adds One 

Essex Graham Co., Chicago 
manufacturer of paint rollers, has 
appointed Petesch, Hecht & O’Con- 
nor, Chicago, to handle its adver- 

to Get Push Behind 

Ansco Hikes Budget | 

Four New Cameras 

BINGHAMTON, N. Y., Aug. 4— 
Ansco division of General Aniline 
& Film Corp., which introduced 
four additions to its camera line 
recently, is backing them with 
what it calls the largest campaign 
in its history. 

Spreads in b&w are running in 

Collier’s and Look for the peak 
summer camera and film selling 
season, and a four-color page ap- 
peared in Life. The higher-priced 
end of the camera line is getting 
a series of half-pages in The New 
Yorker, Newsweek and Time. 

Newspapers are being used in 
110 markets. Supplements, radio- 
tv spots and a half-hour program 
over WABC-TV, New York, also 
are in the schedule. 

Ansco color films are getting a 
separate push through testimonial 

ads by prominent persons—John 
Ringling North, Helena Rubin- 
‘stein and others—who the com- 
pany believes have a business in- 
'terest in color. 

| Biow Co., New York, 

DuMont Signs WLOS-TV 

WLOS-TV, Asheville, N. C., has 
signed an affiliation contract with 
DuMont Television Network. The 
v.h.f. station is scheduled to go on 
the air Aug. 28. 

is the 

How many bucks 
can you afford? 

It takes persistence 
what you’re selling. 

to break down resistance — no matter 

At today’s advertising prices, can you afford the persistence 
you need to get the sales results you want? 

MCA TV Plans Big Kickeft 

for New Sports Packages 

MCA TV, New York, has ac- 
quired the video distribution rights 
to two new film sports series, 
“Touchdown” and “Telesports 
Digests.” Both are produced by 
Tel Ra Productions, Philadelphia. 
MCA has scheduled an intensive 
promotion campaign to boost sales 
of the shows. Business papers and 
direct mail will be used. 

“Touchdown” is a collection of 
filmed highlights from the top 
college gridiron contests, delivered 
air express within 48 hours after 
the staging of the event. “Digest” 
is filmed highlights of the week 
in sports. 

Cohen Elects Brady V.P. 

Frank Brady, with Harry B. 
Cohen Advertising Co., New York, 
since last spring, has been elected 
v.p. in charge of all marketing ac- 
tivities for the agency. Before join- 
ing Cohen, Mr. Brady was with 
Ward Wheelock Co. and McCann- 

Increase Sales, 
Promote Goodwill 

with OAK 

Take a look at Collier’s. On an annual budget of $220,000, for 
example, you can place 19 black and white pages in Collier’s 
—and get more paid circulation (ABC) than the same sum 
will buy in any other mass weekly or biweekly. 

What’s more, your ads work double time in Collier’s. Those 
19 pages deliver 38 weeks of current active selling. 


No. 715 P 

What $220,000 Buys 

Weeks of 
Current Active 


Total 7I8F 

Cost per Page 

per Thousand 
Selling Impressions* of Circ. (ABC) 

. 38 69,209,856 . . . $3.16 
. 14... 62,228,600 .. . $3.53 
Life. . . . . . 11($223,850) ~1... BASS... 3.77 
Look .... . 171$217,005) . 34... 63,088,955 . . . $3.44 

*ABC Circulation, Dec. 31, 1953—times no. of insertions 

No. of B&W 
Pages per Year 

COLLIER’S . . 19 ($218,785) . . 
S.E. Post. . . 14 ($219,800) . . 

All this, and the year’s biggest circulation gain, too. On news- 
stands alone Collier’s is up 63.7“ over the first 6 months of 
last year. 

Want more data about America’s fastest growing magazine? 

Really effecti remiums and 
It’s yours for the asking. seman fae’ ee Ea 

giveaways for the approach- 
ing football season. Available 
in most school and college 
colors, with or without school 
name and advertising message. 
me and 


The big new 


For Impact and Fre juency 

The Crowell-Collier Publishing Company, 640 Fifth 
Publishers of Collier's, The American Magazine, \' 
and Collier’s Encycloped 

venue, New York 19, N. Y. 
man's Home Companion 



220 Sycamore e 

Ravenna, Ohio 

Oe eg Poe, Sree, a Te pins Sti on 
id PE Ms CO Nt RN ee! AOL SPY af 1 CCN ad Ey a ae WE Ree toe ng 
» 4 ‘- ae ee) Gta tube bi: BP a | ¥ Cae Fi *, ew . + ap et Oe 2 Bers ape ae tates ato © 34 ted rE wy} aye? eee 
’ #@@a es et. ee Se te Niet ee ately ae eevee eo aA : See ecules te aga ee i eed feat Saas 5 oN es sah rs Sy ate aia ghee * Bere edd 
Seif i ge ee ee ee * Wee, Wye meek ah Whi Sem ok™ otras a AC tee Rear ae 2 + Rak agery Pay ate ti varies We ERP: tre re ee! aoe Stes EO nee Rh a a Be oa mE he ae genie ag Ng ime nett a eo Se Pe oa apts 
fl Pe Te A ee ES A eis ote i ae, Meee gies, 2 fs gid a ag sigs 3 oo ane a BS Raa a rts BR Be ek oh Ak Spe? :. (Or Se eee ge ee MP Ree pape | BECO SS Ay ane pate aia aide cf ete Nera rete Ns Ne Rg is eS 
OAS SET Ae ye hace CAR CO te Bh ae gcd ss Meee aed Sue Re yore neh PaaS ae ga: Fpha ad chs mia tak wry kas Fo tai oo ati wees a ess ie Lae oe pa Hass yes ee ee y By eid ce Xe pte atts: ee ets Cae ty aT : See SAN ats Metinae, is pl 
etek Vier sneer etd, Mey ty tease ge eA Raa es OP BR gE 2 EEC] tea ele Naas ae yikes eae Bier eet rae SOUR oS csal Merce Rive 9 7 co aa A eS Be eo 7 i eee Bement pee Perera eras ee a eases Peete hdr Vie ae Sec AE ees 
ae FREI A hd ae EE) PD RT IRD SS i Ey ate oe en (aude Shs i 29 Re ada Ba RRS pA ee Ce gs pk enemies gt RNA rik t Se i, za ey ee Ge eS I Re ts TREE POR eS feet ons “= - : 4 ‘ in check ae eM pene A Sarai 
Ke ae PER RH 3 eae , Meese ae Sd ee eS Bog te a a Loe pg Te 5b Rare Rect 1s fel he Pay Se eon ae sees re Sennen ae 104 Fie ghy SOM eee Fee Be > Ses Ange ee Rede Tans a : ¢ me a Rte nN : ee eR wd se 
LAE A oe aa) Lee Nd pag ae erty, Caaieck. rr i awe oy Ba See pee) ee Reames as a eae, 2 nt haere Loy Rus are nae or eg a see te Rote: ed ss it a 4 ie Bieae PO PON Te a . age Gh ETA eae 
Teas An agen as et a asses eiige 5 see a? een a Sr Phi ee ene A eee oe : Sei Sea 2 aera aes eigen es aie er ae ee i 
MSS saat, sea a 7 St Seam omen ager ae 2 eee Shae Woke? tage 3 ; oa es gts ee ness Se Earp ae ge a Metal gbtg Fea oe hy ee oe ee : i 
beeisies er arenas 2. ae he Bisa Set Bea, oe oe By 2S Sade cee me ire r eam! hie EGR an sir ah ae nageh rs 4 a ; 
Sigs Pee AE clare cael. 22 fe ae ‘oie oes OF ar NOI een Pen. eee Mee : F - ‘ 
ts ce: ee ce ae Seay Lo ce eee Br aaa : aa ae oR get hae Se F 4 
ieee em ce Se! ee | ay Bee. «Sees ® 
ete Sey 
oe ae 25 
i] i 
; ; 
\ , 
; | 
im a 
¢ : 7 Se 
|“ ei wate 
A Wu) oy a. 
a , Bet 4: | 7 
ae F : ee ne ee ; ; 
au 44 ! ” f of : = ae -_ ee ree 
Mi hna " € : a Ra oe a ge i 
o-oo ees Be 
ap : « : es se a panier, coe f =n 
a i. | a ier ae es 
i Ms Be > i im a ie SR sages See al : 
iia ae a RRS 
are MS eS 
#| Roce Tae 5: be es Ss eres is gy 
| ; a tanta: bee ” “ Bs . < bap eo a | 
See Piper's 3 \ ee te a ee ae 
pane: Me ; eee GAN — 
' soe a 3 e 2% * ape 
Ni : ' ™ 
. uo = i , i, ‘ : : 
Fg ee -* . * 
eo ea ae q ' ee! 
coe ee AS as ne 
asi J Se ‘ \ te. IN THE oe 
ey ee % ie ne ‘ a." | ' rash 
“ie of a mS Bs se 
0) eta! a aa sae a " 4 ‘ me 
ee eS ah \- \ 
pee, ee eS ee Rare baa rag *~ ’ pee a - 
> Ae i a AYA es 
7 page { |e, ee ear t : . . ie 
“s a ae i Sa 
ee en Meee tC » ‘ . t / ine ; 
a es s a ne. Mies ais. ae ae \ ba 
Be as . i ie . en 
i oe a a Rais 
7 + : & < a Bat Say. ! ee * 7 
se Z ‘ aS st " * ‘ ae a re : 
— ~ Se es ‘ ; 
' = ca Oe ot a ~ ‘ bi 
eA Le >! + a iS » » renee 
=f = pee \ae eC is 
haat oe tg Ry %, Be) 
! ? Siets m ‘ ‘a Ps er ec e oes 
ree i i ae ee 
ae ie: ‘ oe ope ; * Se 
ey , 4 ' 7 | ae, wa 
eee ? Ne ag %, 7 
eargha 7” oo % ‘fi iy / 1 ‘ 
ie aes ; i A 4 , — 
See, ‘ : * . f ; ee 
Bere res Pes “ti ff aes 
Ai} Rhea 2 " é ae : F Sis 
} a iy en : r < ns , f a | Pipe 
i RRS > = ee ’ 4A | ec 
Pee ‘i , $¢ Sete : ; 
\ ote . 4 = = * TA : . By 
eee : ‘ , /, : 1S) te ae 
ae % i / 5 i = a ee 
Ragas § df Rim 9 e <TTS we, j plete’ 
\y Terai R | eee j J ‘ e ets pve ’ aetae 
a 3 5, ff . _ . f q » > > ky 4% 
*. fr cyt " % 4 : "a : 
anger : ie if i j po ee 
Pe dl , i ee : , < " | ©. SR 
) Bia yy F : a /, ) it Y/, + ee . a 3, 
an < ' Ss 4 f ahs rhe 3 sald 3 
| i a age / . 5 : g J a 3 Tok tan ait || a 
ea erties: 3 q 7 4 
4 ae " ae ¥ { oe. 7 ; 
; i A p Fig ee J / i/ es a f 
eee a t} eS ; agi “ay i a s° E. eo ry , ‘i 
i Cpt ates ae fs ae | Pe qc ee. oe te ane 
| | . Bete ae, ea i+ 7 4 Bsn ‘ we 
‘4 Brae a i) ae eae Sf m* / - See oe 
a) eee f é } eee of tj e oo) “Me. Ke 
y ie a oe Ss { eee : : J nee od rT ou ' si 
! me. Zé ee ae é 7 et ee Sat ae ’ 
7 tee pee St <> A Oe eae fT a 3! Vy iA hehe * 4 - ‘ Z 
Fea oe si \ . “73S a % 
cee . peer cama ; } : ere eee ae ee aenta 
; as jf; / an Ce fo Fe a Poa) einer eet i klip ely 
eit ie ae Be ey pes ae ; * ies VF ina a ee a as) ciiiaadiall ae 
agai by sasha , jie 2, aT a © ona bia cette ee 
ares YS «za E Te ene : 8 
eae Fs; ae ane ¥ : i es Fi Te 
ae i Jae! J ade a See Y te . Gal - ‘ “4 a 
Bae et ¢ of je — sath ‘—. fa, 
ee ec Benge ames gs ‘= | tt ee meee 
ae? ee ae ei er a 7A o, = ae —. a : . 
es CAC ? , Cais °F ; f bie ty Yh ge — ap 
} ieee f Sa tet ie ¢ J a: Ee A Soe . : ae 
Bsr ; mee fa i) BI eh) rr — P ee 
cna (eee Rene ae re A fe ees ‘ e 3° we ee ag 
aes eee 5 Fi “a aa : ; ae ; is 
= a Sy eh: ae ue ios ‘ ; 
. ane.- cP eee ON ae , 
aie x ip Weegee : ‘FF 7 Te 4 ‘ May 
ia ihe i ie ey fs se Z ie ae = r ey ; 
oe : See ae are 5 rhe. alee csr are 
‘geil ae See Bs Be yeas 
\ a cen vhacae Rice # oes oa a Rs - i 25 cae 
ee Oe ae MOBS 6g? SBE Ae « wees Race. 
¥ aasabuiin = Aca ad Ps fi F *% me te ces Cae 
an ee gees ne is ae i ae ae 
VF ae sce ee ey te, a ae Me 
. Biieet: = Biaaew, Sime +N ge} SiemeMma i aided ane 
We cutee + aa ee we eR ee re 
og i i, pe eg 
\ et i i. S je ae Babes ae 
Fa nk Sof 9 ay y a A { at he ote ase eg. 
Ai OBR ae ee Be ia a 30 aes 
eee baa er °F SR a ee tats 
ee eee : Raed ae! Memes Ca okt Bat he 
ya fe ee ye : ni 
Ree oe: “ me cheba oy em ae tes #: ba 
: Big et : ae eee ee on Pe aw 
nea = ago" + - eee tien ee ia 
eae | Po ae IRS oak » SE ree rae 
ae rick i p3 <. 3, = i % ie : 
: ae a eee Bey 4 ee oy eee } x 
a ne E 4 ae. eau 4 
Ps. MY ae, 
Rit a on : 
to Fee SE ae} page 6 ' S 
ee rey “ s 
jae Aes - “y- E, WIRE 
aes eee | A WRITE, 
Bees | DAY 
weg ¢- = HONE 70 
: a z OR P 
of Shes es po | - . 
- 2 t ) y 
7 oh aon Ps 
: is ae, a ¥ | 
fs a Bl cin a ; 
1. ---4ie —y by ii 
Ss en: ise A + a €5 ) ie 
| Sao F % / 4 be o LA 3 
i E ‘ = if, +73) wae 
see e . 4 ‘ Bs 
hits, / —— oO . . 
ane, ~’ Se 9 
as q id: Ae 
tes me 
é i e : Cpa. the ine Thee a ey eee oe . * 


Drexel Furniture 
to Get Its Biggest 

Boost in Fall Drive 

DrExEL, N. C., Aug. 3—After 
Sept. 26, it’ll be Drexel-Time, 
0. oS: A. 

This, at least, is the plan cooked 
up by Drexel Furniture Co. and it 
will get the biggest promotional 
backing in the company’s history. 

The promotion will feature a 

complete merchandising package 

for dealers, contests for both re- 

tailers and consumers and a total 
of 18% pages of national adver- 


Drexel Time, U. S. A., was de- 
veloped from an idea a Drexel 
dealer came up with about four 
years ago. The dealer set up a 
Drexel Week and backed it with 
concentrated newspaper advertis- 
ing, radio spots and other local 
activities to stimulate interest in 
the Drexel line. Other stores picked 
the idea up and the accumulated 
sales results were so good that 
Drexel Time, U. S. A., looks like a 
natural, according to John Har- 
mon, ad manager for the furniture 

= Sparking the ad schedule is an 
eight-page insertion in the Octo- 
ber issue of Living for Young 
Homemakers, including a single 
two-color page followed by three 
four-color spreads and a listing of 
dealers on the last page. 

October issues of American 
Home, Better Homes & Gardens, 
House Beautiful, House & Garden, 
Ladies’ Home Journal and McCall’s 
and the winter issue of Bride’s 
Magazine will carry four-color 
pages and a half-page dealer list- 
ing for Drexel Time. 

Merchandising aids which are 
being offered to dealers include a 
16mm film designed to give retail 
sales people a filmed tour of the 
Drexel plant, radio commercials, 
tv spots, display ideas, consumer 
booklets and envelope stuffers. 

= To stimulate local tie-in adver- 
tising, Drexel will sponsor a 
national dealer contest with a 
bedroom suite as the prize. The 
consumer contest invites young 
homemakers to submit their ideas 
on home decorating and will be 
sponsored by Living. Six regional 
winners will be selected, each to 
receive Drexel furnishings and 
accessories for a complete room. 
Drexel Time as it’s now planned 


) & 8 



®@ Publicize name of 
candidate and 
political party. 

@ Get their candidate's 
name into homes with children. 

@ Offer inexpensive premiums to voter's 


PIONEER Qualatex Balloons 

@ are inexpensive, easy to 

@ have real toy value as 

@ carry your candidate’s name 
far and wide 

Get ideas, samples and 
imprint information from 
our Premium Dept. 



Wally eee 


is indeterminate with some dealers 
readying one or two-week promo- 
tions and others using it as the 
theme of their entire fall sales 
| program. 

_ Arndt, Preston, Chapin, Lamb & 
Keen is the Drexel agency. 

Weil Joins Julius Kayser 

Emanuel J. Weil, formerly sales 
manager of Lilyette Brassiere Co., 
New York, has been appointed to 
the new position of director of 
marketing of Julius Kayser & Co., 
New York. Previously, Mr. Weil 
had been v.p. of Archer Hosiery 
Mills, Columbus, Ga., and adver- 

of Van Raalte Co., New York. 

tising manager and sales manager | 



KEEPS COAL NI.vS HOT—County fairs and shopping centers in the 
Northeast are ow being visited by the Anthracite Information Bu- 

Claus Heads Shannon Office © 

reau’s Coalmobdile, an information and communications center on 
wheels. Program material, including a film, promotes use of anthra- 

cite and emphasizes need for conservation. 

Charles L. Claus has been | 

named manager of the Atlanta of- 
fice of Shannon & Associates, D-F-S Boosts Edgar Scherick | Hallikainen Names Agency 

newspaper representative. Mr. | Edgar J. Scherick, formerly, Hallikainen Instruments, Berke- 
Claus was most recently general |assistant account executive for ley, designer and manufacturer of 
manager of the News, Zanesville, Falstaff beer, has been named analytical instruments, has named 
O., which suspended publication associate media director of Dan-|Wyckoff & Adkins, San Francisco, 
at the beginning of the year. icer-Fitzgerald-Sample, New York. to direct an advertising campaign. 

Advertising Age, August 9, 1954 

Applegate Adds PR Duties 

Theodore E. Applegate, director 
of the news bureau of the New 
York Central Railroad, also has 
been named acting manager of 
public relations. His added assign- 
ment follows the resignation of 
Raymond F. Blosser as manager 
of public relations. 

Hubert to ‘Hardware Retailer’ 
“Vic Hubert has been named to 
represent Hardware Retailer from 
the publication’s new Boston office, 
185 Dartmouth St. Mr. Hubert has 
been a sales representative with 
Hardware Retailer’s Chicago office 
and a hardware dealer in New 

Westinghouse Boosts Kelly 

John J. (Chick) Kelly, promo- 
tion and publicity manager of 
WPTZ, Philadelphia, has been 
named to the new post of assistant 
ad and sales promotion manager 
of Westinghouse Broadcasting Co., 
New York. 

PUCK, The Comic Weekly 

SELLS the U. 

S. ...note 










$3, 650. 


€King Features Syndicate 

Pie ty oe ead ok os me, Se eae oe ae AE SF apa Sy aeree CAR Boia See ait Sm Sa Ts Re RIES ada WY acs at Ving URI ye Ss MLN Na ha FS RL OR a shines a NOE iE Eh SOT Tg TR KES AIR EI oe INA aati et age hes a pate ae fe nee Oe RE a EP Rt ice ae GAL) GROOMS” eden tr See 
Petrie hich oh Cem eo te ae OAS caer Civ Bc Rm: a Se MO aa amen Lio 8) el aaa Ot gee seg Ca ERIE ONL got poe Pe coma ern vat Pe capes EWAN RR phe ye Re Pe ee, CRS EU eg Re aot a ayst Robes TP a ey iy SUS greta SRR a eytt 
ig SGC A BRN Rage GO ee oe ett ek me Napa ee veel SAE eee Age ty gm a ere pang cece eM ph Tec aah Da ea MERE Ql oy Chee MEARE Po eT A Hyde MP thant ala aM ceg yeas we Sah e ok ee MMR Get AR Cen, AC be SC Noe eee A eee RNA STEEN CR SM oe eee PER, Ln ace Rd RS = OL ps 
Re ee a IR No ee ne i ean Ba gst Pi Sere AC rae MR LT eT ER ogee MER ca et Oe anes GSR CRC gs” MM ea eRe smn AMES, faen tad t War Ay SORES aN Sener) ee Uh og a bh A Re MRL Ti Pest. Suk Lo ses hah ae teen re ni a pact Sve Cate ena A Bi Cay fe SG, Pot aa 
Meh Pola a BR Os eee ar ei Oe ake | see os ea pe eh SOE at RAS a RR aa SMe iL ah ROR RR es GA RE A, Say abt. AMAR Mee Ion aNy Co Ona trate ate 
ae oe ARISE SS CRP ae Nis Mae ese gilda ia SS Nai RUM rer ot eh 7 RIE Sa FH vagina ke are € BER reg mes eee 
< he ne mee eri eee ene! ee Mey ie a RN y ett ss gn ae oN I aad 6 Ne eae eee ne ake Fv i eens SO een Ree Mg re cots a 
chee Ss os rene ; Bere g Co earn eon a ae Depa : a as : ara Sener. ea eee a ees ; gion ACE MRL tL e ors Aare gc“ tal “dN Aaa: Pace f 
Sart ee ” ; ; ee oe ; ; a See y eae ee deen ae Te a a emer atest 
ge ” eS at , 
ca 3 eo. 
— a St mt ek OE 8 Shep —- / 
; eRe . oe e af e *% < a . y = es oe ES - wi fee - oe ORR “ : : : 
Cia Somers ae Cron, se Pe 4 a ry . % 4 AS et SS, 
ee be . : et Ee - Son ee a ie | : : 
; i We fa Go ae 
a an | See x A alley pee r? %. : 
or" a : he Se 2, Be ‘ 
7 ne ai SE Lg A eee iit 
4 = / i ANTHRAC»TE mt 2) tt 
| we - eae; J 
. ~ -% , or in 
WR a, “§ — ‘ 
ek Amt rE | ia 
yoneneny wr yon | ; mes 
= ae. HRACITE . Se “s 
Bes... r ND, oy my : a : 
a ‘ . Te 4 
— ae 
ee . i 
— a 
; a 
ee —_—— ee | | 
eC | a 
| | ee } : - 
ro ¢—<—$—$—$—$— a if 
fe | eS A 
re ik tater 
aa a Fi. 
eae ) } so * 
a ee | oa: 
7. j a re 
is ia € 
t } ai 
Cpe 3) 
meee i % 
ae i ails 
sees ss we 
€ sae dee eae 
oa) a ; f oe i 
(sights: : i 
ee _ ate saa 
ee Bs: 
a a ie 
iad — 
es ane 
cena ae 
ae me. 
rs, ——EE ‘Pe ie 
ne a. 
i ae 
Be Pete es 
he -_ : 
ind “ aaa 
Pets 4 a mi 
stl > 1 et 
ent 7 7 
ss exo) Be 
a es A - Gere 
_ ye) — 
See - . eee 
ait ie i, if ce 
oS ale 
: M4 ii aie’ 
+ ae aa ne See 
ee ee re 
Sk: wee \ heey 
be im of 7 ee 4 <3 } ee 
vee ee _ 
; Sieben ? eae & & | ¥ ™ 
BY fey ~ _ & | ee 
nae op ae » | Bice 
ae . ae 
be al 
Seley ee —— ei a 
a —_— ae 
be ibe 28 vis Co. N ! ems .5. 2 
rs. - a2 , .* | ae 
5. yee os a ae a a3 a 
— | _ | , - 
eer Biter 3 é Rae oo \ - ee 
aa S sae Ke \ “™~ 4 : ye eS ao 
a . ; e . \ - wh ge AP i ein 
eed . Po \\\ wt es 
i ae : 5, Ee Y ye, a jake W ae 
- ae | ; . ei on Ay oe o ch : 
i oak } eae. + on ) ae ‘ ‘ q 
he aa oe @ Ov ~w, re 
oo Smart Campaign Managers ‘ ae Tee, ieee 
a rk =... ; See 
i, eae ae : g / PC ae 
iia: Use Balloons to eee ] inl, . ; ; Ys one 
Sere mc SS gel Es ee eae 
sy a a ! eee oe me ae 
a al Te Be Ce ea Sea 
SneTL = — ERE eee / o, eee 
ne, — os 4 / eee 
bs es eu : 
Ses — — | fine 
— ; ie 
— 7 es 
| coh YES, YOUR MAJESTY |aga ee 
os oonateeniatieteeinaieniedtl pa ee Aon 
PARENTS’ “ Ca ee ten 
Sakon» iE ee 
* ~ Te ; 
cont genes oF ue Oe & 
: % ra lag ae ss 
"Guaranteed by a. %, a - f 
sf Good Housekeeping pe Se eekly. — 
es <7 ~ SS ee came se 
Tae <a Write today to... 4 oe Beas 
: £ - i He sae eee a ts eae Faraee 
Toe ecm f hal ge 
A __— es a 
Caer ; 
ee :- ; 
edie ’ rae f. 
‘ Bet 

Advertising Age, August 9, 1954 

a . 

This Week’ Urges 
More Continuity in 
Ads in Print Media 

New York, Aug. 4—Continuity 
in advertising is like the battery 
of blows with which a champion 
fighter softens his opponent before 
delivering the knockout punch, ac- 
cording to This Week Magazine. 

The Sunday newspaper section 
has condensed a presentation on 
the subject of continuity in adver- 
tising into a 90-page brochure. The 
presentation makes three principal 

1. Frequent repetition is needed 
for a name or phrase or fact to 
stick in the human memory. 

2. Seasonal sales peaks and val- 
leys are not as common as is 
thought by many manufacturers, 
who confine their intensive adver- 
tising to certain times of the year. 

3. Advertisers use continuity of 

impossible to buy time on a less 
than 13-week cycle. The continuity 
of advertising has brought them 
results. Yet these same advertisers 
forget this when they buy news- 
paper and magazine space, This) 
Week says. 

= The reasons why continuity is) 
not widely employed, according to, 
the presentation, are (1) a lack 
of long range planning by man-_ 
agement; inadequate advertising| 
appropriations; (2) a deep-seated 
reluctance to deviate from long- 
established plans and customs, and 
(3) a desire for wide coverage 
through many media rather than 
adequate preparation and continu- 
ity through a smaller list. 

This Week offers data to show 
the neglect by advertisers of con- 
tinuous and frequent advertising 

Radio Still Pulls 

Utica, N. Y., Aug. 3—Disc 
Jockey Carl Swanson has 
proof that radio gets results. 

While chatting with his 
WRUN audience last week, 
Mr. Swanson mentioned that 
his wife and daughter had 
gone on a vacation. At least 
one listener must have been 
very interested in this bit of 
news about his favorite disc 

The next day, the talkative 
radio personality discovered 
that somebody had broken 
into his wife-and-daughter- 
less house. 

Coda: Mr. Swanson said 
he won’t be sure if any- 
thing’s missing until his wife 

Executives Assn. it notes that in 

advertising in radio and tv because | daily newspapers, national adver- 

in print media. For example, from | 
the digest of the 1951 annual meet-. 
ing of the Newspaper Advertising | 


ures on the comparative frequen- 
cy of 22 advertisers using both 
newspapers and chain radio: Me- 
dian number of weeks of advertis- 
ing activity—in newspapers, 24, in 
chain radio, 52; median number of 
days of advertising activity—in 
newspapers, 26, in chain radio, 
203; median number of advertise- 
ments or broadcasts—newspapers, 
26, chain radio, 237. 

Trio Chemical Tests Wax 
Trio Chemical Works, Brooklyn, 
will launch a test campaign Sept. 
1 in the New York metropolitan 
area for its new Amazon germi- 
cidal floor wax. Copy will assert 
that the new wax will kill 99.5% 
of all germs on contact, and that 
the wax will meet all no-scuff, 
high polish claims of competitive 
products. Television, radio and co- 
operative newspaper advertising 

will be used for 90 days. Based on 

‘tions a year. 

| From Media Records, the publi- 
from the beginning it has been | tisers averaged only seven inser- cation reveals the following fig-| account. 

results, a national campaign will 
be prepared early next year. Peck 
Advertising Agency handles the 






OVER 9,700,000! 


€ King Features Syndicate 


The Only NATIONAL Comic Weekly — 

FRANCISCO for example 


A Hearst Publication 
63 Vesey St., N.Y., Hearst Bldg., Chicago, 1207 Hearst Bldg., San Frar isco 


I KNOW- | 

4 y, 

Averages 44% coverage in 55 markets 
accounting for 42% of all U. S. retail sales 


Try ours—six unified services; 
art, typography, photography, 
photoengraving, color 
process and electrotyping 

all at once and every day! 
You can get assistance 
in anyone of the six by 
themselves or use them all 
simultaneously; in either 
case you'll be pleased with 
the cooperation, service and 
help you get from Pontiac. 
Write or call and let 

us tell you more. 

P RO, 



Engraving & 
Llectrotype Co. 

HA ymarket 1-1000 © Chicago 7, Illinois 

CTS eae AR DE Sod ARG 8 2 eM ean de OM Oe ar ae SCE SU We Bt goo Meine aha Sake eect LL che) caer Sena 2 AC oe SM SRE Sape 2S TRATED MaRS eet ca 1s WE MT cian SR (PORE eRe a St ghee? Rh cacarae Hate nace Re ce. 
Sarria aie Mees ao A pbs eat Son, Se A a Wy ee tree Dearie cy agg Ign earag ets Pn TP yee ts Hangs, Hey Le aim a Amedeo ares Or Gem gcn?  ONAee, MAE Get we RM ES 
FENTON ON eR eg. RIO GE ae aE ey 7 a Re are oe Era Sk ig SEA RMEM RCT OK shee NLL CaM eas DREN aN Bent ues Mee ih >| AN Some ae RE aceam Eg eee SSS RMT ESS. pres Sinclar hii eg IRE Are ee Re 
Bi iy at alate Gane «teed Sack erie | 5 a 23a." eal, i. RAD Pe eR ER, PERE POE ol pg RE Re ae ee SE eae Om SONS ee Spa +> 2 tN ee De oat ER Oem nr Teter asic ey ac pn SAS oe DES ae Cs ha ce eR as ce agate eee erage Mn apne: No pclae crate eae UALS. Sh a ie Bene 8 
CRIM ee MO ee Ce We? Sie soe Peake ne” Leaueiens a tC ee ce tow tay) Seeman ee ee ee ee i 
pine eget ge 27 ogi ae a ee ee eter 3 cs ‘ Tr ae i ; rath (ao he , ie Sergei aire, Maui ee ‘ - : Reise Re ce eg. ey fe ar aliens ee ery ipiitate dP 
pay men ve ear a os es oS ae ; Or . ae ee ee es eae Pda fe viele athe Cee, Fee a ee ns eee = Ode ta PT aes © ak ear hi ie Hane MoMees pect er i Vine a, ee ; 
can ys jt, : pt eee tas ns eA Te aaa eee . Sere art a eS Se eee Es ee ieee Rone ee a gph ok Pe git anil Mes ge a ee Eee tap te Ne ea: eee Se Xs 
a , hoe 
. iA ee = 
| | | 
\. = = 
\ i _ | A 
/ _— \, 
1. oy | Cy ‘ 
_ 4 
: . | he Opn 
| | | it Yi 
ais ) | a A/F, 
i \ , an fi / 
, yy d Y ) 
: lf } 
, ) 
} | | ‘\ 
} | =z 
} ! 
at : 
| | | 
. { | ‘ 
it 2) _— 
tt | AGH : 
( - WKN HM 
i i \\ 14)! 
i og | \ p 
i ss ie ( ° - -: 
ere ee Be 
| | rere 
SO ay a : am 
ye RO CO} ae 
by eC Ere ——— t f * a 
} are Tey | “ : 
oe es 5 ch ° 
— = S ae 
Le wee { - 
i uf t 
ng : : 
t 2 = eerers 
aT i = ; 
be ; i 1 
«a ee 
i ae 2 Bets 
é q oe * oN i} | % a 
\_ 2 a | es 
Soe Be 
| ae 
co a a we 
ees a an 
, ff Ww Pax | « SB, Te 
; fees Frm aoe 
Seas \ 2 eee) 7 eNMe 
ae (eB Av, A iy = @ . Ye xi? Sr auiee 
— af ) Qo . . as Pi 
if & CG 2 oD / I ba 
slabs ; Bee oo? . 3 we \ 2 ' i 
eee on ee = Bo | ~ a 
ie Nass ar ( 2)g0 » 
{ : a Ses } ee 
_ 2 , aw ( \ we | iF \. 8 fies 
Be cco 3s iG. F siti Bs 
mo. 9 S . | ; 2 
ans =o 1 e ig | “ . as 
oo : | 9 : 
! en ere ap 
ae we, Sm cee i 
| eee 2 e si 
se : *Readers per dollar >in os 
ee > Ww, 
 . pale YO WD a8 
poem a to ‘ Re 
Soe Qi Saf) a | SRAViNcs e 
eae awa¥ 8 -- PFS) Bee 
ee aS, @.'4 , ‘ Se oe as 
a ae nee ¢ “ qv q if5 
Hc Ty ~ et 
ee “a = — . 
eae os ~t yy / a 
ert Aa? be 
ee fe . 4 d { ? ° “Wy, - as 
ie Amd a AS :  . > Wh Wy, * 
= eel - : 
ee a 8 
Be pte a2 - 
z es 
fe ig 
f ie oa oe : 
f aoe : 
j ee 2 1 : 
2 z i yh 
os 4 
eer ee < : 
ae of i Me - Ene Sort : Greet a spac te oe rs SiR eg eae og a sngleaes a A So ay Ca ee i hae ; ude Sra pues : TN Hi: car SP *: sag tf? SURE i a ‘ 3 oe é' ne ‘ ep ti 3 os ‘ CR ug 

% ruts POP sranos OUT LIKE A BIL , 


(for an 
~ SELF ® Stick: 
STICKER! diss ¢ 
ry e . . 
inghouse eine 
: ; : a ettes ° West ndes 
o peat orders from: ® Camel oe hundreds Te { 

Ansco on 

ha * Mobiloil e 

THE AD-STIK COMPANY «© ses centre ave., PITTS 4 


sooth surface 
tal, etc.) 

both sides— 
mel Colors 

and Reuse! 

Quaker Lace Plans 
Fall, Winter Drive 
for Tablecloths 

PHILADELPHIA, Aug. 4—Quaker 

Lace Co. tablecloths will be given 
unusual treatment in a heavy fall 
and winter consumer campaign, 
coupled with the company’s first 
comprehensive promotion kit for 
department stores and linen shops 
throughout the country. 

The consumer ad schedule calls 
for pages in Better Homes & Gar- 
dens, Good Housekeeping and 
Ladies’ Home Journal. The high- 
light will be a junior page in four 
colors in the December issue of the 
Journal, with b&w pages in the 
other two. magazines for Christ- 

@ The opening ad for the October 
issues of all three magazines 
shows a photographic reproduction 
of Quaker Lace tablecloth at the 
top and a closeup at the bottom 

2 eee 

cover this...... 

‘ t 
58. Veeuanp 
= 8s 8 

Salt Lake Intermounta'n Market 

WORTH SHOUTING ABOUT because the mark: 
POCKETBOOKS! Here you'll find 114 million per: 
in buying power locked-in by the Rockies and Sier: 

is BIG and so are the 
ons with $1,685,758,000* 
>... covered and sold 

by The Salt Lake Tribune and the Deseret News an. Telegram Newspapers. 

*1953 Sales Manageicnt “Survey of Buying Power’ 

Che Salt Lake Tribune 


Salt Lake Telegram (veninc) 

Represented Nationally by: MOLONEY, REGAN & SCHMITT, INC., Metropolitan Sunday 


Becssipud on your table 
JOP OE EABORS sree comps 



Remewter ore dap Hare wer we 

GRACE—This is the opening ad for 
Quaker Lace Co.’s consumer drive 
starting in October in Better 
Homes & Gardens, Ladies’ Home 
Journal and Good Housekeeping. 
Lewis & Gilman is the agency. 

of a little girl saying grace at a 
dinner table covered, naturally, 
with a Quaker Lace tablecloth. 
The second ad in ithe series 
shows a queen-like young lady at- 
tired in a lace evening gown, using 
Quaker Lace curtains as a back- 
ground. The third, in four colors, 
is headlined, “Beautiful idea for 
Christmas!” It shows a family in 
front of a Christmas tree with 
mother and daughter wrapped in a 
Quaker Lace tablecloth. 

Trade advertising will be con- 
centrated in Linens & Domestics, 
Merchants Trade Journal and De- 
partment Store Economist in b&w 

Included in the kit are proofs 
of newspaper mats, reprints of 
consumer ads, seliing and display 
tips for retailers. 

Lewis & Gilman is the Quaker 
Lace agency. 

Sweden Freezer to Beaumont 

Sweden Freezer Mfg. Co., Se- 
attle, has appointed Beaumont & 
Hohman, Seattle, to handle adver- 
tising for its ice cream and milk 
shake dispensing equipment, mix- 
storage fountain units and Sweden 
speed juicer. Trade publications 
will be used for the freezing equip- 
ment, and health and other maga- 
zines will be used for the juicer. 

Mahony Heads Paper Sales 
Paul A. Mahony has been ap- 
pointed v.p. in charge of sales of 
Minnesota & Ontario Paper Co., 
Minneapolis. Mr. Mahony former- 
ly was sales manager of Interna- 
tional Paper Co., New York. 

with Genuine 


“Ideal for all purposes! 


53-59 E. Illinois St. * Chicago 11, Ill. 
Phone WHitehall 4-2930 ’ 

I Se ER EE Cae Naty ge ci SERMAI RS Se RM ef gt egee hny eC Sgy on ge RR hg ou 2g NS pane ug AE ART RY GR uty cite Se Na ean one yee Se] ARE Ae me ee UES, So REN etl CURR Srhs Ne npg Cand eee he aaa RAM a we 
Ba a SAAD AR aS ER MANE a cg ee Cte ooh Ue a 8 We A Se a OO ie aI oo a dein Wines Fi Mea PRM Nea a PN ea ge 
ices Beer EA Oh nile eG of cS 2 ara Ss Tem ee are ad vs RS ruil 2 eh ce Miele aid cg ee as iy te Rt a im eis oY wate NN are soy cae ware oe, ee Se eee See ee 
en be ee eee Tete seme cE Rn Ee EN ae nae ee, ON ee oe See ae oe pee 
es ne : Was ee 
es : OA a i oe . - 
a. i 
28 Advertising Age, August 9, 1954 =f a 
i a 
| FR Sanit a ye Satine] may ; , : ; 
| ; oe Ti Pa . | . ‘ 
es | . | 
By : - : ' ; 
sonia = % ne } . ~ — — lanes anmliabenbies a a ae -_ ee eee | ' . Ai * } | 
aa? : - : ; a ae - var yy a3 a I 
_ FOR GREATER IMPACT! FoR Qui 7 ) er  — $a | i | 
CKER SALES! _— | eee a 
- eon | | : gue sfienipnall tnt webs ahAtpakci’ BO nie ioe tints } 
| oe Wigs. om 
‘ | ae ee is 
| . = 2 a 
= : ag an R i | 
| . a ‘a i ‘ 
| | —<F a, * \ : j 
| es Ce ! } | 
x esl > aan ie : 
d | | ~ ‘ ee : 
- meee OLS —7OV Se : | “grses & RSL he. 
S TR ~ ‘NF Reet eo eke AS a ae ey 
nies CA a ai al Se — 
mee > ee ie 2 he : 
ae 4 GH 6, PA. it -. 
: nice : i] sad : 
hi | i 
ane a at aad a aliens ee eae OC (ttit(C Emme career ees ES: 
:  &§ | aa 
eS a . Ce ee — tees 
Bie ; ‘ie ok ee ee 4 See medion . Faeroe 
t re : io ape DB Steen oa , 
ape® : . 1 V/, il e men are &. ——— eee 
cee | million $F ae a 
: we oN aaa ste i, See | 
‘ te ptt 7 ae rae e & See a 1 sfos ; 
oar o Or mee $e% Ss tn ae a ; t 5 a : a ne { 7 ‘Nteg My T- ben Say j ft oi i e 
eee \ \\ ae... ee Si eae SS fee Ol | aes 
te \ ~ ee OO ZN Se ee ee | Reet ot SSS Say r~. ee ak 
ae oe ee arn P eS ag, te eM Os AR RS See ‘ay Be 
— oP oS) Sy \ paca a Se a a | eee 
so arse RRS aut cet i ” ore = Sai! Rat SES : 
oe ae “ ; "8 hs a 4 es = bi = s = “oe S {! a a 
ee wat re sg : rs CY 4 is - © Mas Fi | | q m5) we 
ae ; LE a a Ss 5, ee — 
ae a bs) a : | eee 
ous a S aay _ 
awe ae 4 eee 
ee CTCR ber ee 
ae @ / , 4 & i Soares eee 
eos a vo i a. ue Bese ce 
ca aS 3 ) a 4 Ee 
ca -_ ¢ 48 5 es 
hae ‘ees a 7 my cr — 
- Pr es; unified marke Bs 
ne - fl y/; ma sha 
eis oo Ae YY he / \ ae ee 
\ ee) ZA = 
mee \ ! . : i S@essss ris ao ae N eo 
ae \\ = Ris 1S SSREEEEeEEEe CO i . «Bale 
eo AN Sete ae 4t@8sssass -  — feet 
Payee ss > ac | a, wWSS8eeseenseesesn 858} afl POA ees 
a /e ae @ SN A = BR eee be - IAN ie 
are t See tp ey / law a a —_ 6UC tN A ee ot oe Hi. ven 
bets ae & ot le a. ly | oe a. 
sae yo ww he. ie ' gi UTAH wie tm 
et / ae fee NEVADA SS git Z ie S fae 
ar es y, BS : 3 ~ 4 _ aaah 
ee a.” ae o ie ex Be 
< Chane SY 3 ees 8 —s * ~- | PD os ~~ — i CC 
eee —— i i es = ee” “% as + " ae ~ 4 _ “ = . iG : . 
oo are Ke eid © Li oe ies : BS = ha - iene 
er ) eee --e ; he . =. wes, ee oe > ae a ~~ ys Se ~~ je > a 
So eae aN ee — < tres. aa, We i A eS xe | | ne 
re Nee Pip: LEE? BRET kegles ee a a | _ 
ie SN ie a EE ote RE cS ee ee | ts 
co hes - mes 2 RS 7 ptt oe “eet A Se ee aba 
i . € : ,* = : — ¥ i we Sd w anit " ee a 
: : , ee. 
oe | Be 
ae , Seite eeh 
ee ang 
aE ee 
eee 3) 
een ge . 
eee oi) a 
Hy a | iia oe 
got ed ae ¥ = v7 
eis a 
a oe ty 
ear ray es ge shh hee 
a eae cee 
oo : », clear, crisp prints in *. ere 
ae ee D2 to 40" 4-60" Promp! oe 
iat —— ieee a 7 ; 1 ' ee 
ian _ oo \ iy “ @ 
| Lemme Cost Chart ‘ 
ws 500 35° Te as 
3 3.50 Negative is 
a pak eG ws AU 8 cecuired eer 
ee é y Dy | b 1.2 Additional $1.35 a Pee 
Bees “ . — - a - a ia eres 
6 era 4 ” ‘ ae : ao aé 4 pote oo 
ir ; ¥ y cin "a 
aes \ re Ee 
ae ‘i pe | ee 
ae oe ; aL | oo. 
woe ty | 
3 - & een 
a eee ei 
feet : = ‘ 7 Ff ne ps 
ear ae s i é e : pits baie 15 A : og es 2 2 : : inp : to ee ; 

where it will orow! 

Advertisers of seeds and nursery stock—such as Stark Brothers’ and 
Henry Field—report sales growing 1/5th to 5 times bigger in the new 
Country Gentleman. Advertisers of many another product are finding it 
the most favorable selling climate in Rural America. Make sure your 
sales messages get plenty of this healthy country living. 

put it in Country Gentleman 

A Curtis publication + Circulation now more than 2,600,000 The magazine for Better Farming 

SSE Bote 0 Or eed eee Sw te Ue, ete Sen ee See Dis al ee a tn ee ee et El ae ee We it b Te et PS ae Sr a Ny ere te: bg Om ne r> Ee Ag et R's EE sO ON SaAae ae chee pa a ee SS he ee ee ee Oe gle fe § $ Eee ee Sek TEN hy Cad Ne SR Sa zt gel, 5 eee ae et. 
Mig EA APs yiaeh oi ger oe AG ele meer ae BY te 2 te Sa ge oe i CE rag ath Ls ns Oa age end, Pah ve SAS: by Dat th ORT RP Sy DH eM aR EP RR eat at ee Ba ce a ts Cab Bk Sa ine eat Olas tbe ait aie ER Oe Siac ies cic ae a Ned ed 
He SRC ge ue an ag oo EA Se rs ats Caer a i inde Mal TMI A ORR ed Pie) oA tak eo aaa Rar RRO SCARE Rote eae A rea adr tn UP car Pe gece ee 
Tee Pega, Sa aMtee Ul MORTEM COC SIN ee Re RUE INE SO AER Sit) ge An Poan ee gen wen ane sheet ee hs ray gta REET Ue EER Oe Pony tae ie Ede eu 22, alg st eee, aN Becht Py Ore ts ERE Rene aie, Mic Seem N ON eS hee hy SL eee cae yet hice a Eg gb ates aE 
Be I ae Pe ee an <e Mec oe bile a Bad COR SNE e Pet ae ee ee Bal elon Whe et Oe ek Aca PR ct Pa Be By re oak Har ee SEE a OS eee ee grea or bet tear St oe DiS pt ei: gain rea ea ee ere re a hale Si Bene a TI PM Ne 2 Ven Sm sae eee ae 
esr wa ig Were ama ee Ser gett s Mae eC yt eee tert ot naan ee ene? c's, Fe Canina cam ce See ost. | <a Smet oy Rae 
oe shy Rae aan aa aa Tagen 9 Ra ee ak aes oa Sa ee A ee ee ns re ‘ Sep sat det meee eas are eS ace seer? Gage ome «2 mash eee ee ee ig ca ae 
ot Seah rete es a Pau gies tg aa ie xe re Oro ee tas ate So oN ta Bi os ele mm baste | ‘ he ads Peete 5 ee kas RR CRS ne eae owe ad ee ESS 24 TS! eerily Cacao, = NEW SS ORE eee ae fe 
Bs ag ee : * | ieee cae : i Pais aoe 
os oe : 
t . 
; tis 
{ P , : / wie ‘ 
4 Ot a pert” / ia 
: } ; a = ™~ . : A ak > 
a ) t ion . ae 
: . . % re ~~ : 
: ek e P = a Sey . , WE SS 
a ’ = oi $8 “is Ps 5 Pa 4 * : a. @ «4 = rd re iad 
ar ee ie Bae a ba a BS 
Y v eee No ee } 
oh bef oo ae — 
* org » Ba a » se Ri 4 
a s i" “a a 
ae boas, ' Ne } 3 a, 
2 re eis . Bee j } fe 4 j So 
] eo fe i bE ee aa : 
ft .-. ) ‘m“£“ | s 4% jf. Oe jem 
| Bier tee Sg en (ig se 7 as e* 
| ty oo. Te coat * ——~— ee. at ‘ — *. ’ 
} be oie ° « ee . 4 pee mh. ; wie ee, ‘ ea : 
Bee. | i i Zee a - ia h ee — 
ce. ¥ *V 2 ie: ; rs E. i. ‘as biel 
eM tm , Pe ; q Stganea = ak i: er : ny 
ee ee ee: | . 3 “a fj x oe! ce . ee a a Se Pao nee 
epee 1 % = che a" faz fe 2 +, ee ae PS Ie 2 j Pe Ss ° vee 
gee Yn’ i ; . 3 oe — ] Cor ag 
aaa “4 - es W : S Sys <i ons 2 le ‘. i ie. 
ee %, i ae 4 I oe ifn a 
mo ROS ki Bos. fle oa 3A brikw iy hore =: Sa ay cs ay 
| ill — 2 } Vie ee ae dd a4 
Per ee : . P* z eee eerie © Gets in San . Sites Ber. Sako! Se sree td — ie 
; eon 7 \ . ai Pe . ‘ # ‘tte Lah, H “ee - ith ‘ y P . ei 
es ) . t j en ko saa —. s a 
Pee ea ea ES ove “i ‘ } 
: a he ; 
- * jie 
‘ie os peta 
ere ae \ eo 
4 sittin ds \ be rs 
iis nscale 
>) : Dee 
| @ @ 
ce ee » Gas. 
i sen al } ig x 
ee) ae q ie 
(a v Le 
2 * * oe Fa 
«ae ce ) ? 
) a iy 
es: zeal ee 
3 7 ‘ — Pg m ge 7 ~™, ae 
«See rae Fn Ss pete é' , on 
ioe ‘ Ym ~ ea ee 
1 =e sites ; G _ Bi , > & ‘ apt oe 
| my oe ’ ~ ‘ | Se 4 / 4 4 He ai 
ae: CONG. BA os . | | a 
i eaeee ‘ ‘ \ y , 2 — s aft a 
FR MF aN . y ened ‘ a ae ie 
a = ats oe i ai 4 4 ¥ ¥ | - “a % d “ — i ™ el 7 
i ie \ . “Jj | -~ A ; 1, ~ ne 
Bee j eZ ) ye Cale oe 
Des Lo Ck py ih e SS s ig 
| ee 7% a FS a \F — eZ PV ite, a ar 
f So as a . JAS OSS EE ~ 4 emcee 
mo P Ae nO, aN a> » , = o~ 9 ~ ' . 
* Pw a ay: in a 2 _— , : 
a: 7 w &F ia ae , nme 2 eX . 
[ae ; a 5 a ant ._ wal ™" ; 
ie Ley I J oth, = ~ ee \ 4 Pes a 
eee . - A vs Sica 4 ti /!., ne re ¢ om a -s $e Sas 
oS » Oe Sek ee © : oo | “ie 3 
i Bs oer a . , ~ = * " =. Ww a/ 2. : - » o ae 
Sts . ‘ X _ ae | a 
on, 5m e> , , a , ~ a 
, Je , : : 7 | a = ad - ® . 
| = — . . a UE ns 
ae ‘ . a. hn CI aa ; 4 Si 
h ge : my Led ‘ - y| Siteemtneshennamenenatl a | <r oa 3 5 ? — J os 
ae. Pees, we ee” , J P a 
a0, eae . , 7 Lt: . os 
Cra ? we nm ant "0p 
es s 
a . 
en 3 
i age aie bee 
Se anaie ‘ 7 
Fi cee earl 9 
wet i 
Pa aret iit a 
maar ( 
| a aae ) ae 
eae : 
a rs 
io ig f 
a * Ent . 
ia ; 
a : 
eS _4 
; ss 
"s A 
m3 : 
: ag ‘ 
a ee | 
wie : , 
ate hat Be : or pen hace ee $ ; 
F ie , . p rae . oe cP sag eae x i ees a ys F WA I Coo etait n, B os, ae oe tie at hi 

7 a 
af ae ses ¥ oe x * ek 3 ns 
eh eed ve i Es 4 oe tuhen las er 
— : a : 
=e ny + Pen Cage ais 
AN : ; “ 
a ai 
Q ' : G 

Advertising Age, August 9, 1954 

east ee Lewis Elects Kinzel V. P. Chrysler Promo‘: Ritter 
penoasie | Lewis Advertising Agency,New-| Francis F. Ritt. 1aS been ap- 
ark, N. J., has elected Charles H.| pointed used ca ‘ erchandising 
Kinzel Jr. a v.p. and member of ;|manager of the « . ysler division 
ithe board of directors. Mr. Kinzel,|of Chrysler Corr Detroit. Mr. 
with the agency since 1949, will| Ritter, formerly « istant to the 
be in charge of the industrial di-|used car mercha’ ing manager, 

'w maorsom br 

Sales Presentations ANDOVER 

iy §63-274| 

vision. joined Chrysler 953. He suc- 

ceeds M. J. Har: who has been 

You'll find the vast, influential, gaa to assi: nt sales man- 

school market tremendously impor- 
tant in selling school supplies and 

eoqunpeeet. teaver, a patie ap Publishers’ De pment Corp., 
proval of business or industry. Chicago, will lau: ... a new month- 

Send for free 8-page booklet, |ly magazine, Gu __ with the De- 
“NO! said the teacher,” and dis- |cember issue, w 1 will be re- 
cover how one million teachers and | leased to dealers ¢ end of Octo- 
30 million kids can give your selling ber. With a circ tion guarantee 

aie of 25,000, rate f.. 1 b&w page is 
effort a big lift. $75. — 

State TEACHERS Hilton Joins Ci 3 Radio 



Publisher to Lc ch ‘Guns’ B ANOY (Ove 

° Robert Hilton !'as been named 
Magaz ines assistant manage of the sales de- 
partment of CBS ‘‘adio Spot Sales, 
307 N. Michigan Avenue New York. Mr. Hilton has been RESTYLED—These packages are examples of what Northern Paper 
Chicage 1, Illinois operating his own advertising Mills’ nearly completed restyling of its household paper products 
: agency, Robert Hilton Co. line is producing. 

“ Football Schedules 
' |Make Good PR Tool, 
Insurance Firm Finds 

‘“\ Detroit, Aug. 4—Proving that 
f newness is not the essence of pub- 
P lic relations, agents of Standard In- 

surance Co. and its affiliate, Plan- 
et Insurance Co., are now dis- 
tributing the latest issue of the 
companies’ annual football sched- 
ule compilation—one of the mosi 
successful merchandisers going. 

The tab-indexed schedule, now 
in its 24th year, has managed to 
become something of an institution 
x among athletic directors, sports 
As writers and just plain fans, for at 
least two reasons: One is that the 
schedule has, over the years, been 
issued earlier than any other com- 

Another factor is Standard’s em- 
phasis on compactness. The latest 
version, for example, compresses 
into 12 pocket-size pages the com- 
plete schedules of all major con- 
ference and non-conference teams 
and the National Football League. 
In addition, there is a cover page 
for the agent’s imprint and an in- 
side cover partly devoted to a low- 
pressure plug for Standard. 

As a result, says the company, 
printings of the brochure have 
gone from 50,000 as recently as 
1937 to over 500000 this year. 
Standard adds that it could easily 
distribute three times that quanti- 
ty, but prefers to have agents issue 

the schedules only to “genuinely 
® u G STO < e SA L * & interested” persons? 

Standard’s own publicity depart- 
Providence (R. 1.) ‘+ a $21 a 99,000 ment prepares the booklet. 

Columbus (Ohio) . . . . . 20,304,000 ‘Horseman’ Elects Colbert 

Clarence Colbert has been elec- 

ted a v.p. and a board member of 

Atlanta (Ga.) *“ ee © e© 19,193,000 the Western Horseman, Colorado 
Springs. Advertising director since 

Fort Worth (Texas) - « « « 17,604,000 1952, Mr. Colbert also served as 
circulation manager of the pub- 

Portland (Oregon) - « « e 15,543,000 lication for 12 years. 
Oklahoma City (Okla.) 15,198,000 Sherres Names Brinker A. E. 

Allen A. Brinker, formerly with 
Rockford (ill.) 0 ee ae ee b. 6,1 04,000 Dundes & Frank, New York, has 

been named an account executive 

SAN DIEGO, curoma *24,168,000 ~~“ .— 

in the 



Data Copyrighted 1954 Sales Management, Survey 
of Buying Power; further reproduction not licensed. 

San Diego is a mighty-market 
THE ‘MOST — twenty-third in the nation — 

IMPORTANT ee San Diego Union worth over a billion dollars — 

IN THE U.S.A. and : and reached best by the 

| ee ae ( SATURATION coverage of 
SAN sian EVENING TRIBUNE the San Diego Union and 

represented by 

Evening Tribune. sien aa cl 


now 316,000 watts 


* phe set Meee pe 
{ie BAe Og ae 
ieee goed Pst 

meet are ah Pe a aan en 
eT aaa, co ethe) eon 
te. oie ae vedic rach SO OO a Mee W deat 
Oitee  ONe eee a att oe ee et 

ad : Bea WTAE ea as a ary fase 
tps Mets of pe oe Sa eat sare BW. 
Bac ot aoe 2b aie re ns at es oe eee 
ee aes 5 get eS ci ie 
ae ee ee Ae 
F Af OR aches ga Sand bees et 
. aoe Bn & 
30 fe 
’ Sake os 
° DE | : 
; : 
Pte ee a . 
6.) 3 eee ce 2 ey 
ae ee oO aes. hh ee a : 4 
ES . et eae Mee, 4 
2 gee Rak. apes A acm hoe re : 
ee alee ae > a. 2 oS - . 
 emmememtiaaa. pow — ab ae hee inf 
AK a gee Sees Re = MB Bs i i 
om Se a Fi | : 
eS @ _— ita 
= Pes fs j } 
i Jae ee oats OI ee = | 
| ee eae a ee no. 
| | ae ae oe ; % 
oS. oe Be | a. 
Fi gl ae pres oe Northern j - 24 
Ye ocak ater te i ; 
Bar J ‘a a | 
eee a Pe i 
wn” 4 i ee z ae “i Peary bey ! 
ya cee 3 nics E BRarere 80 i 
= ate woe* Bs 5 aoe Sal os Th i 
08 10F ety 4 coer —— ll 4 
t NE al / : he Ee an ae L = 
yo he ASSESS 4 se Eee eee See ee " ei 
wed ee ee ey ae 3 ee eye Fee ae ox Sam age he ee oe gs | im : 
a Sig : % fh SF 5 3 : me 2 igs SS 2 Soe ss Li 7 : eS se yet ee a = * es \ } 

7 —¥ eS ons. - . > _ awe i! { : 
ae Da, team ey, % Northern Jes 2 th a 
a eo (* i ee “ ee - a : - a8 = he we “ i i 3 . 
7 ; Pa q eau = ae ee i ~ gee aa =; 4 
ae os ~ sess ee oS ers : a a - 
Wns as ~ re fs OOS Se Be cules Smuts Sea 4 - - as en ' Ae “ 
Tada Pe ge cal ‘sg fe Nethen | | es ee ae = 
ae te eh i ve ‘ ie e % r* ~ ta we Shs a oa 
at or — - ; se : i eae: 
ore aoe Wray it <3 
a et . , eter 
ane paaialida 
erste. ig a 

oe, . 4 
Bay : 
! neg 
i * oh . 
agus = é oe ee ee RS ie - 
Sp a i “ Le oak ie ee i cates : sia. fe oa 
is i « > pS? Sate ai Re ag “ ba oat. 3 Sg oa e 
: - ? ce te Sage ye aie e mth . ee ee ee | ieee ame , 
EM Ss ee Ses Seca eee ae 
Fe sty , Cie’ ot nn S { c 
abe 7 Pe ; ‘ ah “ty, ; 
. | [oe eo, >) 7a 
s . ee ; etm . me H a a 
* . Aig tr Big si oe ie a 
‘ 4 ~~ ' & Bee. = Pe ey ne at a 
ee a. . egy. nS i aaa 
spat ik ; ree : ee: 1 hl ak Sia 
: 4 5 ee é é se on gee ia ay he ' | ae = 
ious i = - te eae Oey a se all tee : 
ae 3 pe ; : - Be ois Paw p » 1 ans 

ee pw. : A . ti ae z~ ~ = a 

ee Ee ee S. gee Soe Be Sal ae ce: 

ge ‘ SI we RR Ro es oe Lee ha : 4 ( aL 
Coa “sy a2. a 
oe ‘ ia ~ 
po ae a ane ee 2 
iting _ ., : a ee ee! 5 
ese ee oan Pp .  Nawanes Be ae ae 
ales ee ee , a . ae } ope 
es SS Rel a } mee) ss 
re *y . &. . << Sa = = x a 2 iil i ' ' ve Tae 
pe ‘hae ee as haa : ; _— a 
pre 7 oe * > h Ft % . ee ei ee " ee oo a 
at és : a oes ; : ae 
ae 4 eg \ mak bag: oy Sa " a 
oe : : < ‘S PENG z . “i a a 12 = 
i Jig Bas eet 7. “fae 4 er Sg i Be ee 
i. PS. at Te — ig ) ee 
ey Rare ee i . ee a Bsa q a 2 
ature Saga a ao: BP = ’ é ae 
la ae nay ae RS . a s? eee 
oa 3 a oe a ie ger ee Se : Be ey alias - a. , a vate 
ee 9 rei = ye ea a * Be sete war wee “ +t a tee eee 
a bel > . tin a 355 Ge b ce 
on : ee % _ " ee a a a re ae F »* ere 
ea oe a ag ce a Fe ee a sees ¢ mew, 9 eo ee 

Ce Se Fae: a ‘ a eR oe os aS A eee 

Bee oa ye ke 4 aes ee ae ee , *, “* aes a ee 
Pd . ss ‘ 3% ; . ¥ oe * $ ees * * ¥ Se = 
‘ ae ae 2 oe — | OS 3 gs UE ne Pgs: oy “See “ poe e | re: 
“ ares Beg * i to y s tees | ek, ae at oS d i 
a a, es ¥ “8 3 Se oa % =" ae Fe Se ES ee a> ~~ 2 se * -* q A Fe ng 
met % F , ‘ 2 Pte ae «3 a + ee ee ’ Be ct 
ew BAY ; ae. a "te : T ah. ee 2, bee SR Re i: . . ea 
es ee fe. : ae _ \. a ee * a ray ned ee 
ee i 2° me 5s Weg a .“ * . 6% i * a ES ea 
<a 7 < H <. em ee. é EBLE ‘ i Pe. se ere * ea - Sees 
a The q : ca 3 Be A ee Ye . Ae asa a - i oa ee 
a Bs. : . or Kea ae Poi xo ae ME bs Se a . 1 
ma ee a ben a Ro 4. ane , fe ’ ie 2 oR ses ann i 

ae : es x a ae Re rte i a hd Se - ea oe” a et — ‘ 
aoa oe 7 eo ie re " — " be tg eee pai Bore a . | ies. 

ee ES Re fs ‘ . : 9 eal I i a een: eri ee eee } i 

rie ER : wil P cs tt al : sian ~s pee ae bs ee we oie Cr ae “or * - es 

et Beat r P * of p fe 7 oe te Si 9 a eae ages ee ee ee Aga 
5 : be q s oe ed snag’ ae bag pis bah bgt tt ee se wae et ; tebe. 
ae ss i i es ft es s bast z a § ee ne a a See . ee? . | Acard 

=e ws ae ie, e J ts Ry P femt S Fig) OG ie ee Sea * party ae 2 i. € a ie 
re i ro en a Z : a cae ree ‘ “ eae . 
gies : . ee nh , aa - eee ah ee coe a € * ” ae > q i 
oe ai * % ay * Bs F MO 2h 4 Loe | an a 

: 7 hai ' e a ip it a SS 2 eae a eae 
te — ) y i ot. BS 227 8, jeesssees eee e% Sexe: 

ea ot } oe oe aN ie , — ORS ‘ o bal eee or -* j eer 

as bs. 5 POS < p See wit fy & oe 4 * et a eee * * : i 

’ ; ee ; ere a a ee Be ‘ rb ~~ q ae 
ere eee Se. ae a ¥ = es ee : ‘ * ie rent e~* ro 4 4 -~) a “3 
. Sa er CP ae Py ¥ . Meee es ; aa " Ri 3 * ye eded . y Rinks: 
con ee i re < ag [| <i ta Z * igss't 38: “ ++ He + 4 a i ie 

has . AOE a a a Oe. ina ; + a * e@n a - é ie 
ape! oi i Oe eee 4 a? ase = eee zt * ee 5 poe 
Ste . i aii See. ew 1 Pee am! ‘ eo Le any 
ie ihe ir. - eS eee eS ee 

Ser © cm “ 
a 2 Po — Saay See e x x pee ao ic ‘Vo afew 

eG, 7 alte ¢ ie i gal ia ght ote ey er arty 
ed ; eee a SC EE fi oe 
pe an Dubai ; 2 Ses 
met q Ae. oe 0 
ae 3 ‘nga sr eee Se 

ae al . eras ead Ny. me sh 

git fen 2 2 ea Die ae tr gee i 

afeen Shige ia se Fn Ne es Beate S 9 Ber yo eee eo Fhe a tye 
pee a ee ae Spe aah eee tetrad ate at i Tere 3 Sees See, 
: na ie Supemene ee oad iia oto, a! 2, Ao eh epaies : 
fips: yes - Ee for SS SU le” Ree an ers Ua , 
Pk: Si otncin oe onan Bk ote yen tae 
Sela GENTE <P orthc. Semen By ree 
cea Sh oa es 4 es 
Ke < Si re Rs ryan © cm os ; me “tee ‘at we ten x 
ee i Fat eS Seopa Se Te a aes 
hee ; ee j : y oe 
7 ; geome 
Sy eed 
, a : 
. of Marvin Sherres Inc ees 
ae . 
ae , 
7 a 
3 ee s 
‘ — Be es 
‘ Hes ys ‘ oer 
: es - Res 
rigs eH 
wre as Sara fa ‘ 

Sakae 4. : 
eee “ay ae i a : 
o im WTRF : 

oe ‘yall tts = ; 

Rais _ | sia TV ka a ¥ ¥ 

“ a a Sis aaa 
= ey a 2 ane 
gine f E25 
ae } ees ; Mae te 
Age fj axe / \ ' es; 
i / ae 
aS aoe ‘ 
: % TE N . re 
47 . }. 
a | tC 3 
a : . 
’ a ae Seis i — eS ea ee ; Rhy ‘ — rey. 
oe Mg ne lee ie Aa hes cies at " Pen ast pry oe phe: Ba) pees ee Beet 2 : . ait ’ ie i eee oe see : a ‘ , , ie 
5, A) in Se a a Pie hae 6 en | ae Cor Agta we Me eo as ore BAS whic. > aie eis Bimal Sc : 
r ee se eee "inde MS ok AM ne : sf : - 

How OME newspaper: . 
The Landay Milwaukee. Journal 
Govers Wisconsin Homes 



poucias the 1 1-county Retail Zone P 

ASHLAND |. . i 90% in each of 39 counties: — 
37 | | } 






Lincoun, | -—6© 28 


10 ocontT®s 

MARATHON | oe eg 19 39 

K : 21 ! 
9 Wa 

34 os Lae 
, Ae 


2 “4 ; 

100 Mile Zone 



20 17 L... tae ff oo" ABC Retail Zone 


* These 39 counties 

ne , have 73% of all 
RICHLAND 19 le. . Wisconsin’s 
| population, 77% of all 
40% and Over ue sei consumer income, 
1OWA dl 4a : : me and 76% of all 

20% to 39% 10 : | retail sales. 



Powerful Coverage of Wisconsin Retail Centers 

70% of all homes in 15 cities over 25,000 62% in 39 cities of 2,500 to 5,000 
60% in 12 cities of 10,000 to 25,000 69% of all urban homes in Wisconsin 
66% in 21 cities of 5,000 to 10,000 48°, of all homes in 89 towns of 1,000 to 2,500 


Wisconsin's Most Complete Single Medium C- verage for a State-Wide Selling Job 

4 Rites a abe Teh Cael BH A bea a one A OL ia WARM ies bhi Wark oP - ee oA ee eee Be © Be Gok no ee! ie ae eee at we te ¥ a) hag pe ee ye a SNe oe Veh fag ve ine a eh Feat seine rN, eal Pit ee Ae i Pe ar) Bo Ste pais, SE pn RS oi Sate Rak ies CR eee sel tae 5 Fem” ght aes Pa ithe eh PI Soha de 
tae ite a eae He STS 1 SEEN Us Ram tk, adele POR AE LM yes Cader Be By eee Noy Oe AN Seo. Sie aa ee j 1 GETS UG Saas CRE Tr NP RI ASL AV Re ORIEL Ei ae tee aie it Byy arenes Sa ane cs Spe Mma es, Cos Molle eck pinata to mite ek SF ei tac ramen a RRS SO eta ch tik alent Meh a rain ee Soh Re Cy a A te ee De Ee aed 
Ue Me Cee an ae cooly ene On Shy Dame at at Ree re A ee ete) Coo We. oS UO riggs fi, cake Ba beni Ma Ai, Aaa el et Bee cere) UES ACS Me” Xie Dial are sce Pa an ee i a 8 Ne AI ae ee ad 
Javier eee ats, WS Ree Se rah Va MCSE ne ee ok tn Bite eR teat em Liars ae port esa eee aews LP aos sit stew ar Sa ae Joy, Meme AY Be et sw eRe ee ye nae Ba WENT ci ORG Mee ape MENS, a ry Re ae gt ar epee) Son rs Pitta rots ata ke tine Ven gte SNCF, Ss sie Ca 
ecu maou FINES tives se ae aie eae ene aae eNO eae i AMR eT ee eS LN eet NEY ee aes Tes fay sg ER ae ce BG ARRAS SSE aps Tes 7a a ee ei 
2 ul Le anes ae vers Sve a iy ee SA att athe ce ade p< kee) Bod A ee pager he er aaa WN me eee Pd eC Seis ERAN KS Dino ric EL ae aeRO ee Le SR et eee iM rere gaa er Ah, a eine te Ewer IN SR RBA CS Gi, YR LSS NR i a Oe Caer ROR ae ae! SRO eee ce Ae eae eae 
: aa ees SESE A me erg Fe Docs tet tee i Tah ie ae ; ce ERED Oy oe A Ce eee Oe ge ae REE Sion ec ag Sa ee oe Poe gy ae aaa sat Cee 
: Snes or ae fai i= bet a) Be erie a Pe ce Nd *€. nn a Lie cel ay ey f: ra85 i eh! Pid i “4 Py Sig Se et ea 8 ee hates gall Dee 3 is el age an eat ay pene < Cec sit. 
SG ger” Mears ger eal ager “i : fet eet he Sates aie ct BR tid tea ort ines rae , “ eer rok: BS ee ie - es TO es aged ose . F - Price a ~ ai Se ia 
bb 0 Pte ne in a : VSS, RANE Se to Be a Pile seve: Beg Miaka at ea Wahre® fore Sophy mea fi ae PR eg Ue Nes ae Fo oe eee: Leto ok $6. ioe Bie ine Le S Sawa t eae a ae ee ee De Oe. ae is a ee ae 
peeeeriees NRC: alee ance Cutiagty, Aces eel #2 S ees if iio oo ols ies ah ae a A ig eS a ager Un. | we Se eee yg Sige hase aS 1 aes i ies Pe ee ee ee ee ae 
‘ eee =" ae 4 b : : ‘ i s ie a i ye? TMA ; 2 e i ee We oes ee Ch erage Tia mea ere. g Be ih hare > cane ‘aia RAPS [ta es Bes - A oi Se 8 a Rie cae od eee le 
pth. an ’ { . . y ‘ * ; 
(eee Tayt < | 
Pp ¢ 
, , 
rt : 
* rv 
— - , 
{ ; : 
oe | 
i { 
4 { 
Pi ; 

7 ] 
casas eas gm Sool 
More th { ; . ; 

ae a R 
! - e F bd . 5 
an ; { } 
ZZ () ABC 
a © Yr : aoe oe ' : ; ee 
; x. OES, ¥ } : Bir) emer as" ry . pee 
aaa e yc ee wee iy : 7 . ose 
pa City Zone .. . 73% of all homes in 7 
ae ~. eee 13% h : 
‘eee ; ies A ee i Mahe a eg : 
i} Sr Rar Boner’ 
we rare 
| -_ . . 20% 
iz | <= fe) ey. 
| | Shes SS eeaiotahin cia 
— : see 
it oll see } i ag eR 
| 0 Gea f 
* ~ — ‘ | 
Pans i 
: ne, tae , | ae, 
REARS weess 
a ae b dees Gee tee Sates “4 eter e 42 ae nes Se ss 
i@ 3 Ue ce ; Ngee og ’ : A 
aa BARRON | —co Pn 2 
us oe t x oo. 
| ae : { 
, ae . 
an ae 7 
Ee ae, — eo 
ie te oe } ‘ * 
Be A ied .< o acy, 
| ee ee ‘ AS oh 
a Wa ee aa age : ees 
eS et : i ; i 
ee. ' © i 
re : Pe ei 
tye at ae or ' x 
eect ry ' DUNN : ed 3 
- | “ee 
— ie 
q 1 >. q ee 
, ' rl “ci sf ae. 
eee ae 
Beene aan 
oe sy ¢ Be Bias 
! : se = me 
tie Ss, . 
a j re 
i Saat i | a 
sin See } a 
Se : . 
soe q : 
ay: : 
af 7 
. vy 
t _ 
aaa i Bes 
} a sa 
aes i a 
y xs | a 
b - us | ae 
\ big mien 
‘Ts 3 \ a 7 ; 7 mts 
j a aoe , ; ote 
7 pees \ “i 
_ a 
bas ; . 6 : ' 
a = ss oes ‘g see ; 
y a ae 4 ‘4 oh ves Pope 
. en el = AT » 
ii Doty: i eee 
a oe 
f rea } sai 
in adc ye { . 
= Bee ‘ ee 
. “ 
er {| = 
i ar }) ss : ae 
Bee ote : sss ‘ Fa oe a ae é a = bd ' $i A ; os 
na 1 JSS ae pa ? se 
oh ' Be : = 
ee } i: 3 ox « ie 
ae 40 a " 
. = _ iia KENOSHA ¥ 
ca ae } , ; a : a 
eee ee i 
= if ' = . 
i ; 
Be ee 
' ) ae 
| ii ‘ 
: bic | 
A ‘ 
oes : 
' re: ts 
' ube Pe : 
' Se nee 
' eee 
ee | ‘i 
Oe wee ie i 
re - at . ; a 
py OE - : mh g ie / ‘ 5 , F ‘ > or 
ar a a ie ay ; % (enh aee We it 7 ; : : it z re : = ae et a See poe, piles een el t DO a, Sag ag py ie Fhe ea 
fe 5S Mes A 6 fe ast . ‘ime i: a | - hg i F Hs iy A F x + . x . \ ae C hae 32 co ea i eS es pba wrt wee . 4 “ iF € Fates 
at SP a: dda CRS Eat | ot ene ee Pe ‘ent  - ee a ep te a ee ee eo Migy SA a Wy Banh ia! gs is Seats “ary he ey 3 oe. t >, ok, eS < * a _" + at oh ta .% . ,, * me 3 Toy POE OO ad ef) 

: an 


Van Lines to Geoffrey Wade |frey Wade Advertising, Hollywood, 
National Van Lines, Chicago and| ‘© handle its advertising. 

Los Angeles, has appointed Geof- P 

: McNeill Leaves Outdoor Firm 
D. R. McNeill Jr., exec. v.p. of 

aT: AC Foster & Kleiser, San Francisco, 

86 P has retired after 39 years with the 

: : outdoor advertising company. 

'Russell Resigns Celebrity Bra 
p d__ perso | James Elliot Russell Inc., New 
York, has resigned the account of 
Celebrity Bra Inc., New York. 



__ peperenrarion (/ 8208 


The Information Authority © The Advertising Leader 

ews = 

Needham, Louis & Brorby | Houston Inc., New York. Richard 
Appoints 12 to Staff E. Owen, formerly with McCann- 
Needham, Louis & Brorby, Chi-|=tickson, has been appointed an 
cago, has appoint 412 persons to| art director. Lee Patton has joined | 
its staff. Charles M. Dering, John|th€ merchandising department, | 
L. Baldwin and Daniel Welch and Ralph Allison the research 
have been name. account execu- om yore — by 
: E arle in, who - 
hg Fc yo S eee: bey cago agency, has been appointed a 
Baldwin, with Young & Rubicam,| ‘Tinee. 
and Mr. Welch, . ith Weiss & Gel- 

ler. New copyw: ‘ers are Allan S. Warner-Hudnut Elects 3 V.P.s 
Brown, formerly with Leo Burnett} Warner-Hudnut Inc., New York, | 
Co., Olive Li! chei, previously| has elected Frank C. Cleary, Rob-| 
with McCann-E c¢kson, and Don,ert H. Gleckner and Paul R. van! 
Dickens, who re irns to Needham,| der Stricht v.p.s of Warner-Hud- 
Louis from the San Francisco of-| nut International. Mr. Cleary will 
fice of McCann- ‘‘rickson. ‘direct British Commonwealth and 

Named assista!:: media directors Asian operations, Mr. Gleckner, 
are William Barker, previously Latin American and Mr. van der 
with McCann-Eiickson, and An- | Stricht will handle European op- 
drew Zeis, formerly with Bryan | erations. 

Se A 

Our Afternoon | 

“Star Salesman 


and he’s another 
reason why 



Is Your Basic Buy 
In lowa! 


Our Man Riley... 

@ Ears perk up . .. our switchboard lights up... 
when Bill Riley hits the air every afternoon. Yes — 
Something wonderful happens when he's running the 
show, because Bill makes things happen. 

Popular records — wisely selected — are the back- 
bone of the show, to be sure, but Bill Riley loads his 
hour-and-a-half with the extras that set it apart, make 
it sing, give it the sizzle that captures listeners and 
cops sales, that make it the only show of its kind in 
this healthy market. 

For years KRNT's Bill has been one of lowa's favorite 
Personalities, but only recently he became KRNT's 
great afternoon super-salesman. Bill has many, many 
sales successes behind him. He's adding to that out- 
standing record every day. He'll move merchandise 

for you, too... he's got the big, responsive audience 
to do it. 

Don't waste time, time-shopping. You can buy KRNT 
with complete confidence. Your Katz man has the 
whole scoop on the fabulous Bill Riley story. Give 
him a call. 

Hooper ‘Score: KRNT—61 Firsts out of 67 Peri 


od S : 





Advertising Age, August 9, 1954 

Robert J. Keith 

Keith to Head Both 

Pillsbury Food Units 

MINNEAPOLIS, Aug. 3—Robert J. 
Keith, v.p. and director of Pills- 
bury Mills Inc., nas assumed the 
duties of administrator of food di- 
visions, a new position. 

He will tie together the activities 
of Pillsbury’s two food divisions, 
baker and grocery products, thus 
presenting “one common face” to 
the company’s customers in gro- 
cery stores or in bakeries, accord- 
ing to Pillsbury. 

® Associated with him will be J. 
L. Rankin and G. S. Pillsbury. 

Mr. Rankin, in addition to his 
present responsibility for all gro- 
cery products division sales ac- 
tivities, will assume responsibility 
for the grocery products advertis- 
ing and marketing department for- 
merly reporting to Mr. Keith. 

Mr. Pillsbury will continue in 
his present responsibility for all 
bakery division sales activities. 

Mr. Keith has been with the 
company since 1935, when he 
joined it as a merchandiser. From 
1936 to 1938 he worked with the 
company’s advertising agency, then 
rejoined Pillsbury’s sales depart- 
ment. Since then he has been ad- 
vertising manager and director of 

AFA Adds Five Members 

Advertising Federation of Amer- 
ica, New York, has announced 
five new sustaining memberships. 
They are Seventeen, New York; 
TV Guide, Philadelphia; Ralph H. 
Jones Co., Cincinnati; Rosenwald, 
Krupp & Associates, Amarillo, and 
Shenandoah Life Stations, Ro- 

Fox & Mackenzie Joins 4A’‘s 

Fox & Mackenzie, Philadelphia, 
has been elected to membership in 
the American Assn. of Advertising 

Anyone in your office can set perfect 
headlines, body text, with Fototype. 
(A stenographer set this entire ad!) 
Cuts type costs by as much as 90%, 
Use for house organs, catalogs, ads, 
direct mail, brochures—even letter- 
heads! Clean, sharp characters for 
offset, zines or silk screen reproduc- 
tion. Over 250 type styles and sizes. 
Send for your free copy of Catalog53. 





adh Spey Pave RES oie trae Sytee UR A: SoS iS Maes se Snes donee Sh nos ee SS ih ATS Be RR gn or eee Ni, bya ae Tae NE ph a Sue ea ire ALA BiSeac fae ery Mee gaet re a Sie pr as ae ete SE oa Per ene aa oR ag the el ie hoe SEE x oe ie Shin ne aa poe cee SPS a recat 
ays ft SEE UE GOR eR Te, ER MEGe CORR TE ois WR Sane 2 Ree ta 4 Pee AO ci rd See ce OMe adele Oe ORE TS ae Be Pete AEM ae ec OF a Med mph ar ete an NT My ate ee at A MER, en tin eM E LS Ch es cea Cg Be ot mig yor pea N hPa aa RIA A ONS eta Ge gk Drake Weir ee San SC AER MOE, OAS pa 
so eta ROR 96 ila Oe NR Coan i elo DARE NERY Gk et rie a th a Te ca Mie ab Oi MN Maen We tala sta Jy in Ah st ened Ae ae ema Oe ac Pag PRS eR en er. i Se nes ee Re. hoe Ol A ema amen LM Mer aa CNC iC cna AN tt gia SMe at pte ie Cie Rs a MOM Pe! Ge Gece tn Tapes Penk ce ea MRM Ee aE Oa Woe SER TI WcBc 
oe eas fab ie Mane Ae a ae deers hikari. Cede PRY ee ne ee a Nea are Mone eae cn ac ee eS Mee ah ern) gt uw Weis inte & ee oe fai ss es eee ae pened Se iether ae paeity ee ee See 
i ed em Pere ee Pe ack ees ae So GR ANS EELS cr cb ef en Neen. Wedge ate RMR IDI “1 st ae age at Maga 2? fy Ste bs Rm gs Saeed oo ne ee EAS Satan” 55, te Se eS n  ae e  e I  Seeries aS TS Taat a ENG el ST eas ag 4 ROS re ke Aiba "ORO RE ay SY eg 
bite RO ee ee a Bane < as oie ee Se ee Se Ne Resliagter Pee fs) Wis aera a ae. DORR 9 a A a Ae RE: Bela a Siar bop aS rea a ae ni acapae es iat N EE ee Pre eae age peer te Ry RS eal meen 
craggy ENS oe 2 aa a a a gs MCN Lap a Paar iON Et Analy Salen are mee ee SS a bey ee rita SOR ~ Sp : ‘ : Parte : Reet é A ed Beene noe Cp ae ae 
pee Sage TOT en se} eae in sat at . ne ae as ane aie f i f foe < 4 4 ; Urls ae . ~ bs ent ee eet ve bce 
ae tas ey eee Begin a pata eee. oan Eis he Sete ge Seer : aces el aie 
et) nee Peres. cc Ae é j : : ’ : Saas Ne 
i Ae , . 1 eel ' 
cia . Seat i 
ee . 
ir | 
‘ a 
(itera! Mata a ys ? 
ee Ee 
ni a : " 
ss a ; 
. ae + 
— —< 
3» _ a > 
i = ree. { 
ew Shee 
; { Ses 
‘4 . - Seber, 
¥ aan . See 7 
; — a a ss _ " -- See 
praph, thimeograph, addressing or ——o F Ee 
malin, ee ; @ ‘ Sa 
livery, a > ssi | 
always ee = ~ 
oer - e 
Inc., a P 3 ; 
EEE EEE es : ee \ 
| — —- 
He | a : { 
PO f : 
: : <p 
, 7 
7 1 } Pag ay, fs “sf j 
¢ 20 & «a 
. a ne nn es ‘ 
te = ” 
a <= ay 
+2 ae. 
. Bevens i 
ae) cs } 
f mo oe 
ar: : aan. 
Lis . < * | ; epeur y Re 
Peg. — * ‘ : Phe) Sas 
ea So ON, © gM eS age pee Man Me area es 
eae BS a eat 5S Nala ise i = ae Cpe Renee eee .' h 
fol SE rata mmme <Aad ah IAM sa eS MEN Sista ties Sho | 2 wa 
aie amagieod a 7 ee ae ee Say se on, FD ARS 
. Ne fe ot : a ibe oe OTe ce : 
7 NS a pes | 
| @ RR, ‘ ee NS eae, BaF, = Tae * sa Tks ’ 
: ; ~ ant eee sees Za | q a 
: : ; . sg ep ‘ . ‘ Pe eae rae Reh, { 
: See aaeahas cea Sage by Paper " ae oar hes terse 2S i eee ne 
; i ah ar esa ee teal i 4 ey { | 
i Ea & . ie : 
cage! eee > Rony ef . q 
= wig er ie i icc y 
ao Se a a ae : 
ee ——. lc et—S ‘ Sees Ww 
rad . - ae gee am t ee 
ae 4 s Se | es \ 
ei ai — Me } . a | | 
é . eet } } ' : ‘ 
ee a: = si } = os = 
ay r . 3 . “ee me RS" i ee a) pea * E i ae 
uae : # 2s pe a q EG oie. eee “Si Biv i : oh : Bre ie 4 
a 4 Ss ee wo ee ere et me i : i 
ai x a ee Fes, E F 45 ° OES pe aes aa Tae ; 
; * a ae ier é “s a ae = oS A RO. aT ine “ we eo ahr jgatteeae ; 
ee: _) | Pi te ae | a a a = ae i eee } iB oe , 
“ona ae LS C - me ee 
a eee , : " se °° a Pe: “20 a ee # Sone 
a Cam rte 3 sae 4 ae . ee a a i Rh Ag , 
fas ate 4 , 4 *_ < a | a” a 
Fi Ba ¥. . » | — lc lr seat 
Px eK, y e a z ak = ¢ “es , ae ; 
eae se 3 a + . o, ee ees a va fetal ig | singed 
os ec: an : ‘ Fe . a oe ee 
BN ac in ; oe : gS en : )\ eee 
ae ; ne Be % ee" 4 2 ap *S hpi ee 
sel: ' 7 pe See sa a Ss 2 re ‘ fi pe 
in Nie e ag 3 + ee " > Saree Bes s 5 a er 
a ees ae BS ’ a = ‘ae ea | ae 
wee, Jee Rote oy a a 4 ive ™ e2 : Ws 
Peace —— ae ‘ i ; es eat 
hat ae — a UCU ee a iia 
ieee “s “ie — Sl . eo ae ayo uw? Si 3 y ne ae f 
Be a ae a — : e ts Beem te oe 
; a ee , OS se pattyet 
] : ee ae: a gO ae, 
LR 2 eA “4 ™ 4 . ‘ ‘ Se Bs a0 Ceo a, matic, acl 
Seay a SE aa dk Pee a : ssl 
Ea aes \ sali ae —— es ot OES ee RES 
7 + a Big a oe ee eae eee ame gers 1 ae ie ee i J a Mee 
eer ies Seiag Pad ee rs eae Cae Shek 
or jag ES Qhinkd BRS gf ae = sed > aes i na * | Nipcel 
i ae aes) te ye —. co a &) ste ee oe : | Br ae 
2a ae pits tina + ee a = ees > ) 
aay ae ee oa Cee s SS ee ; Botiad oS SESE ER ee she : eS, 
it ee its, ee. ee —“‘“‘“‘“‘<‘ CO : ee : 
lah 4 me a : aoe ce ‘ 3 
om Cae eo A ae se — 
i a er a a8 BE Sige ae 5 ghee See | oer 
iat | ell j eS Sere 
EA Bp. iced Renae oe ee ye tele ter | eo 
ee ES ee ee. a ieee ag ge Se eee | (ear 
a ae ee ee a ce oe oe See " ane | : - a. 4 
arpa ye ee 4 i bs ames it re eke OES A Se eRe 
eg a OY eee Bete _ 
ae ee pa”, 8S 4 aie doce: ‘ P 
sig Pde Seg et ba ai <9) oe oie } H i 
: ee ¥ -s ‘ eam pie * +E 9 age i ee 
spelt Kae - ga - a — ¥ a | H pane 
Somme: BP on Ret So ae on “i, — 4 i q Sh ee Nea 
ee 3 ae ae os ae —— st Pay 
Poe —s ee i ™ . — y Sat) 
ae ve. og eR ph ae eR aa SOPe Seg oe Rete Cee RR Si ks ce ee cer Ree cs eR ee ane er cae Bee cae Be 7 * pe F _ # ee) eae ey 
ue gobs Rass ows Re A ESS Se PR ee ae es a Rigit. oakoetaee as, te Pgs aa eae Ps Site " Ree ae Re bed His 
Poet ee ee ; me ‘ ye See eee boa ae. a. oe SS be f oy a ee ine 
St eT Sots. : f 3 . ‘ Roe es " ERS ee 
ee EE Oe ec ee = oR a ada RES is: ie : ae 
Bret : So ae BD ici 
oe. / aes 
: et | aa 
See ‘ ie | { Fy F 
ce 4 | aaa 
a fie ¥ ; i. we 2 
Beene S . . . . : af | a ee 
Sige ee, 
Be perenne SSDS ae 
cs ae | “ ig: i 
a; i : i y , sia pe 
See sagtoeeie ree isp 
eee 2 bees 
aN A 2 7 : aw co 
y tORS AS 
eae 3 ’ ¢ ete: iat, om 
Sees a\e5 | Taree 
away Oh Pie Se 
Soe Of — (ae 
ae sete ; | 2 Bina 
oa " vey a ees 
mh ee = ' C pers 
eat ees = Sera ee 
Noe Naas ’ a s \ ee 
Wee Renee ae rd " \ et ee ee 
i >; ; ‘ — 2) ae 
more ; r— ees 
; ° . a ; ae 
her.’ : . - ie nie 
7 ° Sei ae 
: a eo ag 
: E ao a 
a iy, 
ied & g ; = oa: 
THE a as 
a a = 
. a : | | 
; on zm 
‘ \ at It ‘Se See 
; \ p= SS a 
See hc a _— { ees 
oe ie " 1415 ROSCOE ST, CHICAGO 13 VY ae 
ME AES er, Whee 
f f: : 8 a 1 6% 
ee a ; 
ab ~ ” es 
essa 4 ae 
ae L STATE 4 
Seer * 
eee a a ei, 
et . a ~ . ‘ . . CP as 2 Sige : D 2 . x ; f 
oni Sk , * Er oi oe = t aa - Pi igh Eig - ee gg age ms ae be te Ae fe i ; E : F i Ti eve’ a ita a 
Ri SaaS DP a ae MI A A, Bee OTR Baked f= ae gy hier ee may LD Tula ge qi ano tet 2 Sar, Aum Se Se ace ae of eM a Ol Ct pists ae -. ee EP, SRE See aie b 5 bag dee tee Saihic= WA 8 Sule Be adiohy Pee te Woon fe ee oe 

A w  — 



follow that girl!... 

straight to the news-stand where 
amour outsells every other fashion magazine! 

Here’s your most influential customer, the Girl with a Job . .. GLAMOUR Magazine is her most important purchase 
of the month. Watch her in action, at the nearest news-stand, exercising her free choice of buying the ONE magazine 
that fills HER bill exclusively. GLAMOUR, the fashion magazine that year after year, month after month, LEADS in 
news-stand sales! If selling is YOUR business, you'll sell best to the girl with a job, in GLAMOUR, the best-selling 
magazine in the fashion business. GLAMOUR does a job for the Girl with the Job and does the best job for you. 




te os Se 





bee? é EIR 

fe i vis oer nial 

The girl who’s followed by millions reads i LA M () Uh 

... the leading fashion nm azine for the girl with a job 

Oe ae Pa Wc ae gee CUE Be 2 A, Wank ee Tee Pee Sea nee tee. Bo 2 SU ae mire or ie SO A Rede ot hile, aeRO eR ewe Mit Re Ae pepe | tg Me OS TN Oe te Be SOR Re ayn Se, f OR he ee ee Sie ae net es A in f+ ‘- 
BST spon: Wee GR cists. Se Solara oe a GE AP "ot VENER ONE Ae SO eo ROS fresh Sev Sapdibectet, - ~ Soilkee ae ee rs Sarge k Se ea Heat Mg ee ape, PROP Ce yole | ok CUR OPE et Reem ONC ey Yo. aMRpIg tar Pons, of, PE ae oR eRe I Lae 6 oe EO ie OA Ga pr Petree Pi er UP eters tte, <( aie ieee, Sa a eS 
RP ret AN ee aah oye ele eat eh eek RD) leper RD ciel tee Neo BEA a eta eT Ss CaN Se | ea RS ED MRE OPE ACT SAE eee Oa LS By ee a ey Thue ROLE Te Gay ele age es Pa yt PS, FT gt ee MTS Preah go era ie Ee RR Ci chek CAS eg SCN ILANI “oh Pein a ae 7. Be 
a eee Brea op med At, Pe eae ee As aoe Stas ena re ey Pas ote oa Ts INS SM Bae Ss Re ee Ne ay ine aessate Fee aa SR ok Gaae fp Cett ERO AAS SRE AS MN ors eh Sop Sa ae a ne, eR i Sie) a ag al oS aes ene S Pigs esate it tie (Shakil nace Vt ban. er SATs Redes AS ge 
Ree rns acta sie SR gah ee Od Renee aged ob ROE SA gore a a Aphis ea Ei ae a con Minds at Baer Scat ats od ee ese hae th ness oe eee Ae pe ieee he 2 Upc st tea cas) So pe Rice tee te Poaceae ek Stay ys: "Ah te meer ie o lua a pam! ae 
{eee ans ae aa are ape ee a Sat Be Salas Sg fi ale Me eae ti’ DRO ee Na ate ae ie Se pars a ooh ee ee A Spates es, Lk Soe eat oc de Pasar agate gor» oye a ime Bi) 5c cadena hae Tagan NNN Sate Se Soe A ci or Be aie he OY a Ra a AOR rc 2 ren ee ie am Ma 
Gree ae SE apes see ee tee: A ie! ER Ch. Sees NR aie ad NCE Ree eee ge UC capa te 8 ED Ty, 9 een ts 3) Sb oT RN 3 ee) Won te Sn te eee gee BES (a A ol adie tae. tonal nomatraing 0a 55 ra Opa ee A ocean MO i par Se aie eae or ee ad 
my a ite: af TH ai ret: Se, Pad ke eee tte A. ie ot te APES ONS Pease Ree a, Non “' SOE te Be eeeete: ae caf et Gee pa ad : A ae ty Sabet emcee ee ees Balen’ oe Sty, bal sete he eee ae GE SE eeeaee th PE A poh cag eae Ree ne es Se were oe aes Pade ne paige tae SEY : + elcid aint 
4 we ye aie ee ee be ae < at uora aay Se a Biss % ao tay a echt et ae! ae $5; 3 ss te ae : 2 ai Se s gee : oR sy ae Oe a BE ae hee CSS ie a en, nee 
Later eam heh tag fi! Das ee de Beat Bae E c for . br rte : gate =f " IS i Sena Pi eee es Z eee ae tal Gee 
, SR aera eat Boyt a ; F Pree fS eg ae Fs Seiden ty eae apr Ae ee Sah made ene. Pan yi 7A “ ae Net pee ta cd DRS ita egies aan eee ep pt ee Sahl pene Jolene 
a ree tiie i = 2 4 : : a ee Be i Phe Se 58s for 4 ye ~ eh oaree red GopkinndunP a: abet tyu" FS ; So ee eC Ste eee Re NC), ca en Cru ied ere a eee = oh are ay ee 
ie eee" ira a Ae . . Sa aet eee Ad seein, 3 Skeet ree gens...” ae Se eae ig ale Sica ae SE Tek ea Br ree Sak pice oats ceca od ae ah Sie CAEN Shue hr yy clne ay Sig Roi fe eerie Ree Algsh nei ate Le Se ern .s 
ee en Ps, hs % , = _ 2 3 a ae ig . i = ogee’ ee ee ae cee Neti ee Se Ea eee, aceon: ba i ft ‘ aaa ee oh Sas eA e apa ea i ag s ir ROA Igalbprri he) Were Be YO gee ae ever Nn ae SO Migr od Fr ARR Net = 
Reena eave: : : Piet eR Ba eens a em iy a aegis i RT» EE ae Ne mL SY el RMS. oi oe 
it a af es : — ‘ = LS aa: ie oe nt 
Soe se : 4 id 
NE Be q 7 
thie : 
ss « 7 
‘Ft V—eee—_e_—«__—_—_—_—_—_—_—_—_—_—_———— 
x a 
+ eal 
iat b Aa 
ones safdaat { ip als 
ni aged es ae 
eg Lipo 
ead Be ay ae 
Per *y I 3 ia) 

i) er. 
ee et | aad 

2S ye ow 

ae ! i 
Gem ae 

eae Die 
en. att 
eee « . 5 : Ae 
hs nn evi” wuts . : Ni: Nae 
pe as aS enna ‘ Sas A cae aS ‘ ‘ eta 
J Se ju Pied 3 Ae ence ‘ ~~ = “aes see ote ae la ae lS net : yore ; : i , tis tg 
aa oes ee oy ial es ee Oe as Sg ns Sh 0 aaa ose é ' Py Ee eer Der eee ae ar oe rar 
4 ee a ae bs i adi a) cll: Mle MM pa ee ee rads es aie: Re ao ee 7 
: { ee Fe , weea ee se ——. | \ 7 Soa ea cape, Qy eh eae ome a a ee ee ae i ies a, ‘ 
| i ee. aii ™ 4 i. nr a ee : ; a a q ce _— ee . Bass eo : eS alee uk ey Si? ’ 
: a me Se re ae a na Magic ee =: ay a ican: = : gee opr glide at wart ‘ 
. Ww ee ee 4 ss ; " : ae We eT es Sey ky tot eee go Sins 1 sat age sadn wale nee ra 
ft We see a OG = i SS ‘ a "4 eal ee. See eee wea. oie Ree ae Fe alg Ceara 2. eet ware Per ol gi 
Oe e ae eye ti 2s ' a E nagar CT PNAS ee ee ee aie AS ee ee ae Prey fe cites ee Sie. iets - ¥ ‘ fe, ea 
pe Ms ii is C a5. ? a opie EPI a count gcc ei Spats: Tl eed Weep on ee eee : pest aes ee SS ee 
se aiGiakes } “te ian 4,208 ‘ ates ae ss eae cg G ee weer ES eer eee ee ee een ss i go ae 
oe } ee bo sa oa ee Pigs oe a ; Sali gn ne ae a = ee eas ead Gc nee ot: as ab! SE ET et ee 
a : af ie = , a gs ; : ee: 
ies sad oy feces Rd . — ilies. 2 f ns : ; : ee ie =) ; pei 
ae ; 2 e Seeean tt : et es « Y ae § « ; ver aaa = Bea zie : : , .% 
f ie ma { y Te pasar eae Br ee . A a } nad a oe ey rea ibe 3 ig ae Seer P * i 2 
i x regi ea 5 ‘ i ¥ be 7. = uPA se ame ? Deas ie Y 4 
ney ee Pane : Nara bey Says e ae >. : Bs ois ae pee hee) ee aK : 
ars - i Se A * ale Saget Ay ele ys “a aa ¥ ¥ ’ aS joe en ion q # eae et r te 2 i ma 
+ = } ise Tey Nace mee iti tage ay - ot a fe nears 2 7 Baye Edaay ae ” a Bees. 
‘= 4 Sees cnet ng ae ie er Es q 4 — ki : i Be se : ; teh ese ae s "4 4 pe ro 
aL ' Mais 22 eects ey a Cees Ve. e 2) iz ws ray A Papier! at RR Coty A. IU Ea a 2 . z id cae. gts 
Rea . . ou Pm Ss ae & - ; re ae > es os a ae ee oe i Bo 5 * % 
r , } be < eee : j . 
ica | dg i a ee ey ee ie 4 2 ear 4 oe es P aia i i ‘ - * a 
ey he yen ett te Ge aa ai Sg ae US Gs Dau _ : be? ee , ss a a be ® ipl 
Beacon { ae Nit ee oe a, ea ‘ al ’ . ° eA eee Se i ; é a ; , Save 
ee Soe r at at ol eects : Bs" ie , aes wh i ne aa: _— F ase , ” . al dct ss 
aes i ite an 2 thar wees Pane ee 4) a ——— | io a — x fe re a 
ina ge ' > TN saa een tear” a Sen eaalerr RY ete ee : . ea eee e - Satan Tecra ; °° : Be ira 
ee ; sigh SRA eee eee eae Oe fea) aa ; cB PU a gp eae ‘ ec ’ Bie 
; iS eee Sie eee Bees ei = ‘ A ain? ae ies ‘ if Piven Uk Gi ss 4 Se a e a At cules 
ee je ; pain) RSG cy te ene : ’ ia weet ie te ee ; Dee a Na ' ’ = : os 
ree ; a es yey ee a et 23 s a ve 14 ; i I rae a ee i , ts " ot ae Sie 

Sh pes G Pee = Re te Sane Bir al er ’ Mf = . “ oe See 4 : a = oi 7 ahs oe Yo edie * a, , fae : 
4 ae wed : osama ar = oe As et ‘ e Sa : ae at 3 2 Me 45 ae n e. 2 . chi 7% gids Baers 
if es ) wane 7 Soe, aa Picwic tia Ss lie een (pat ae as oo. ae ae ae i St oe) ae j eS 2 
Ee Ln aa sae er A tg asl a ve SAL eh tae alin i gels, S& a . ce ae o> ae * ies 28 aa —  . 4 Pa): ie 
ff er , 5 ee ale ade ame te A eee nen eas, Cr SR Ae eae Sa ee ee Oe 09 Ps be ae & ‘ % * ry 5, . S 

ermal SH ieee OR WE 20 PONE ais Pte com geet seam ee a ce i > . ™ — |. es 
+ Sar Say ST 2 is sare een aM nat ERP keV OU ake greta <at as —> . i Mee. ieee * oy scm ii a ae 

es % eat oS: id is? Nias Misc) cre tale Se ce . as am x fee cee, ° aemeeie ote 4 — ‘i se nie 
ee Movants Ss CRA. bere PT ee . aos — Ae eae sie taS Si SP © gh eae 7 ain eis tee 7: ite 

eae ae eet UES Setar Lela Ss ae . eC . i Eee ia wee ; "TE | Meare ee hake ane’ 
mes as CARRE or 8 eee ci ene ete | ‘ ee. ee i ee = FE as ‘ <i ne 

Wet saat. Oe Oe Sinko ea : a ap ho a = = 2 eae i er a ae 5 

retaes Be oe eeeegeet oy oe he % ASE og oo ie ee ie Pe ee ne A ie 

ee Ss =F cae eae Sl Pe ey i : i he i aa ih aad eo 5 ae “¥ ° Py d a aot 
rite Fh a, ea ieee wii i .) ne - cag las fe dear * os ae seg es : - ‘ ies 

hE ae Pete: gr ee aa . as ' my ay 4 jv? ve, | ise , Beal 2 Ame - pe 

| Rees ig oe ke ie oy as ai a © q SS ier ty ee e's Crag ea. ae a ocmtieg ig 

Bigele koh iret Lene CAA ae (2 a oy Be, ee . rigs i i ae : ee i ae it et re ie 
Ba I is ey ea 4 EE Ge ee 7 Se 6 oa ee: fice owe ae 
ee, eel, er , See 4 - > alle GO he! i ees Be oT eae +a 

a . ike ee : oe: CN a * ‘ ‘ * oe ie Pe NRE emcee Bee Bs. iin tne OU eae emp — ba j 

t eae ' pee ee NS ta Sid 3 tek ‘ Ps 4 MG fee Meer Fi Sa 7 een eee poe i. ee er ae at 
ile hae { ee ahs 2s ees cai 2 s TN ee, GIR en ee peinaee Reese ses ah era ’ " ‘ , ne " el. 

f : ema tos . wera Sh 4 fo, Ue 2 " eh ns a Baie 2: et Rig Aine Se SN aie ct gee oe : . ; 

b ' ans ° ee ae as é had, RS es ae e * $ a eee ; Gr aa Lt PS oan Mean Py i ae See ’ 4 ‘ > 

———— ——— ll a EN ; in ig Se oe ee ae ae ee eve ee 7 2 ee . a 

' Nee hs i et tir ‘ vf sy . Wo So _ {ie $ ae Re See we ae eS ia et PL a ee a eh ees pute 4 a 

Sirs oe ‘ Pete typ ; . hie ne : ’ Ge ee pe”. ae Sire Lema SMe Nk any amen oe 28 ‘ an 
Das — > * aa) eer ee a See DS tees a 

Fae Bed be Be? ees 3 8g 5 r EE ates. sie ea i Mae ee a a Se a ane Oe . ——- lc ( (!f : et 

Pe neas wae - zt AG OY Be rao tant ee ge a 2 a a ere ata gevita 
hore tof ait) ala Ps REE : ae Py 4 bm Pe, a . Bae: SS ee ees = * oo § Bee "te " vite 

A aa iY ; Seest ‘ Mee ‘ cents so ; ew awe ee z otal ae ss) _ ’ =F 
: aa ? ay q eons. £/ ‘ OS aS Pe ‘ te +a 2 g a . _ ae eae ot oe ge . pee At Aer Ba 4 eee ols * , t 
ae RN i IRR is be . a ee ae ee ee ae ~ ‘ | 

= i : S : 3 } ips x} fs 4 ‘ td : rx eae hia, toner 5 z ae 3 ia q 
4 a fe 5 ) Chae & 4, Ea AF Ba ke a day ai ee ee OS ee, ee ‘ge ; ae: ae — Bess 52a ae Ke red q rae ee g 

“ : me VR > #4 ae? * eA EON me * . Py ‘ SS ‘ ’ mee, Sy By ry , 3 2 cae ca g . 

x > i ist ; See Page tS 8 CA te RES : on Ae Ag Se de Pee On yaa = : g ae ’ eee 
Re rs he “ o a eee EA LAR p65 , oe Sa Bay, & ee ay ies i — we * f : 
er a : > | a AS PP ch Sy <6 Re BRE ee We Wy), ae, 4 Bee gC es he ae Te ee — eee aia 
ees ih an ats. 4 ., > Sa - x Phe ae A BRS ORE Ms be st tae ae eh ay a aaa Co ee Sega eer i ai 

mes . fF ; Zp : ib Q Bit i: . vee ARE “Bee ao. . OPS ey da ~ / a Pith y ae alike Se Ni, ane eee, : oe a j a eae cee sakes ig oe ‘ a is i 

eS ; Bor % & , ‘ews t % ‘ BAP eed ees fat ae age Nei ee, SMES, O15) 87. «eee ree te ay Ay er eee Re eee +. ae ae 
+ \ ae Yi me ea tat ¥ - Bie, : ‘ do ogdre. » ay Be oe ope Ke mY 3 vi . S29 Ry et hens ay nee ivi ics ak dak 5 A Bees ors an ae ae: > a + ‘ 
; eS. : es a n . . Wty ag batae . ee Ee ; ss <¥ ; eer gs 7 Cee re et Sethe eee! ee SG eae ee Talay q A ag 
2 ss 7 ’ . }s &e 4 > as Aer. f Pty s < io ep A Bee es ; Se % oan 1 Ein Lg acer SN es gi! 4 i ey pene ice So Ee, eee a a pie 

y : = . : ‘ : had . e) es wi 7 ees, Shee. seks ee | peak {hae ce etiee rv sn. | el RR aa ae : or. A 

i = ss 4 bt. . ae * f Barer ae. «see ay vs ape be Ree Peigey eS coe pw a c Soe Y ae oe, a 

: , = +i) a # . 3a RAPES 5 2 rar an pian Fo cue Reale ea ae ee aaa Ae ibe carat (Willies = clareee iy oa 
a. oe RBS a Mie! Rae oS D . m Eitan S a ‘ Sa lle . cal 
' et : Cte ts oS PSS By, ovat hy es Se Fae eae xs by gees + een me OS, ee: a 
7 ils h a OAM BY es a, d Meee? <i 3 mY ’ hi ’ i eras fa iyo c) eee ec ames f oS eas peo 4 
——= re ¥ vk vy Ris’) ; an gy . = ee a a ep se heerne es ka ee ; aoe 
ere { «eee Ve. Bs ce Oe ae ‘ A @ “s Fe Ses naires <M eet ae oe " . he 

; P = i Beh | eo ee ’ Siete . 4s ca RO ears, Wit eae teach: =) MNP ie op aes ¢ bes are pha ea - ea bat 

, {eens i ; } ght % baa th ih. 4g cal wes a ey Ne het ae j ty). cae Wo Aro gee MR Soak: MM eS 6 et Bnei BO Sa e F ie ie 
ef ‘As Wags, | + Brad ‘ : ‘ rs Be 7%) Find i i Nerina a eae el ; aie PES Eee bra So gs Me” ge pee 
eee es Ne he a | es i: BEE Pilate: , oo . 

a , en . ae b> “hay deerk ; ‘ ree a mea Rey see aeae ne oot ee 7 
pe siah Png eS . et re. ‘ of Af? Kan aC eM g 5 ae ek gl a me Sy er ae: eee A : oe 
aye thet ER ee” Bee 7 le : Pete... fale. eae AS . ? <P 
ar ove q os a aa a a, ¥ 4 aan aee ae me eS popes | aaa TSU gl eae ke eas AN %y ae 
lag ste ad . } Pe a he ee “ Pri er , Py: eee i i ee Ra +: ee te eer Se oe a ane 
F ok 7 hae ALin cs Sone sf aes As . ater tears sae eee 7 ee ite ce tes ie . tik. 
erate i ee: ee: uN uit wes i se? ataer es  -¢"" k ee ee et Hees A Gin ae 
— j 4 iy wey et MESES. fe ie vA, A ZAMS LOS ESE aaa RES oases - a Fog es: 
) eee } Pe i say" * ch oe “ % 2 p08 eS é Shek are tyr et a fe Seat S re kay 7 : 3 ‘ ° 
| q pik et .| | Se ‘ < ; = PR ee hae . i hae ‘ 
; i ' te oe asso : 4 
1 i : “ ¥ oA Sg = . = , : feat a 3 ia 

i = os ; Ay AOU ‘2 Pees * ie ~ ee ‘ ae 14 sige d : 2 bMS a ie 

q , a ds hut SCE, . . Sac rf rian ‘ ers”, 

<a | 4 ‘) : Suk CP « Ae eee = ‘ x ea foe ‘Nes - 
<a 44% aa) “yp OA ee ho be 4 1h . 125 Pee ag UR ae eae ea Pag, : 

b Bex? m3 ‘ ey : ye Se A be i > Br 4 ae por eo i bo i 
a Seda, . | t ieee eek Pa eae off ite. Fm mee B a ; aint sah x3 Se ee ee a 
Te ¥ NAD LO tg,” | ) a a SOR ORES WO Jeera Ria eae: ET eee ees Po 
| ge oh ~~ Rory ay Pe eae Ot Oe sian Peter ne ee Rout <a se 
 Slisegi ans a fs HRN EEIEC CS SS ae Tig. eerste ate ta He FA RN ee Sar a" Miwa. tc tae een mir 
aaa y — “ NR be s aes, as. - eae 1 : pabrpen fi hen es ent ie ssi i er oe : 
e : eh Aa DY Ora me a ae a ee Po 2 Ss rs j . eg 
7 : BO RS ae an =, BOR ee 

ss d ‘ : COREE IRI NE Rg a BE eran ” . * ae aia Sue SAN , ‘ 

‘tee ~ OS RRR. —. ‘uae a ‘3 

ely : j - ; : a ey ARENT 5 Py are Ris 4 o * ‘Ske to, j on as aa 

> @ c emer wy yy es Fy ha ad ee ee Re 7 " ee 5 Avice : 2. i pe 

Se 4 oat g oS ae Rt Mig ‘ver ey 0 hcay, ae 6 eit b : pe” : eat 

} eee & ss # Ye Se ae RY te 5 Rela mh’ be hetee BEA Pack q , . 

ail Bias tie BEET FP Oy Oe F 5 » ba ies ee eee eg P mae i * 

Pein Ne: : — A i pes —— Re geet wo ie eae aii 
=e ' Aes cies * ee a ees ee + ee ted ex ale 
es a: ‘ “$4 ting, . Re ee v4 cou ° . ee ae Dah aca Mie Saermase =. vy re 

_ ' cf Se | * ° me : ee ee Reeg ag 3 s Pis Capes: Sea eat ) 
‘ ae ted i ’ 4 aia Mii an rete ang DNS ia cf |. eee =i ee i 
aay Sooke 7 - Pe aoe ne My ~ Reece ay oot ne vat ee ee: go Ae cle te - 
eee ‘ " kage eee ee Ae . nalts tet) . Hk : < Reta Lec orierk PNEs. wore ¢ Sc as apn ee fe 
te te Bi, ia ‘ H a iy pe Fone ‘ a eee mee) ee eee Peat head mae: sae BAe 

a me ~<a —— | is aa Be Btls ae SERRE i ee Cees Se Fe en Zig ite as: : 
«res | » a Me Bo toe o i Dee os Sp te PR Soy 7 gin ed ner ah eh a oe 5 rie 
pe a! : . 4 x ad ; wie ‘ 5 ey GA Ss és ‘ oe eee i eae fy ; oie 

Pes args ea i ee ‘ e . Sy 2 BOLT ae RR o ih een Ghia PT et wre Wek ce eeet ne ; ae 
onastse Be - a no my SY ie ie Sts "eh vy.4 ere Ee hog we See ay ana alge 

t et eee | asl <x. M er ee y A iS Ga > # e ¢ . - ee | Sia Raa cll) ack 4 nk eae mete a 
oe pa ok ——— J oe Be pimeee e ” a + ee Waits 8a Se 

ee \ = oe s mM Miby DA Biv fom S Noy). Sian Pes. ge ee eo foe re mite ao, 
: ¥ ee i} ao a ia" my av: Bay f° FR ds ; : . es ea Witt are y 4r j SS ae ee 
j “ae oe ; - : cg ; ’ & < aa 7 +o Me $7 Me. ag ; epee 3 Big ae <a. cee ic pean Pe ie Sah: 

Pee Re 4 . a. & , dd G6 . ren Sane 4 # "aie ieee a. & ‘ So aap i 
{ ee ee ’ . on { +f +. ae . pee oe = Ps 
+7 De gs Nat ‘ y : . ce Bixy> by a’ tsp? ¥ vob slo 4 +. 3 ‘ “<5 a i d 26 ae cast 

Se ” ; 2 ’ ws ‘a: Sys te ‘ y ae f. ‘ “ “ ey | an a aes es rh e 7 Oo ere oc aa fe: 
a : eo tpt hy * Sf te > Ay * om eee a RL, eis ee - 

haan ’ t ee! | Ave 4 Hs Z . thy ast hae c a ” ame. * 2 eae ie 
j | aelett - ‘ a J % a Ye , hy # en os & i se i: 2 cm a2 al : : 
et =: ; | 4 , ‘; : - ‘ b 9 AE Li og : 4 _ oo or 9 : in ee “ 

eS ! a * 2 Ay 4 y 2 vs 4 % ifs fs é ees i = ‘ i : : - ¥ ore 
a i 4. 2 . oy % . Te Riga BEL at 4 = lO ee ha ws , ens 

ee ae Ne 2s Fy ate & 1 Po ae ‘ a eee 
' Beha ' « | ae sh Liki fy , t i, Shey, ‘ Ft ae Pg P a aes " a ; t 

ey — Es bs : Pes am) J ee esis {ot Sus Ts q a jal oe feet r 

; cs — ° . 4 4 age ta 4 ag Regis? PRs . af a * 18% — rr . x 4 ¢ 

i ae ee ie (is. Oelmely  fe 282 Cp GAINES oh = a : 4 

i . =a 4 we. cee. ee Ae Pd Vet: Seats Re. ae ss : 4 

” a hi) oe re hs ithe?) Tae” 2 — a 4 ; a ‘s } 

— _ ge ” eee fi mee Aes. SLD AIR sbit> Pay —- “a : ? } ; 

’ ©. . - bs i : (* ; WY Ss ¥ SF! 4 z 

S Ps ee ‘ ‘ ¢ YF i get TOP aTRy *Pemaee uy j 
' ae er aes ene ie 08 2 a Py fone if .* ¢ ia PRY ms 3.8% e } Ber, Sad 
F : . o oe , 4 . ee ee; pt 4 . i ®. ss Me Vee - 5 ee 4 x. > ‘* 
. i} +a } ag ie ae : eae i. = Saree: 


; r its ] 

— of ft 

ee: : te 
\ as ie 
mee va 
Sh i 
i oi aoe - 
k | : 
! i 
Z = | ~ 
moe . a 
ee s 
. {oa : ‘ 
i : : * 3 = : pen ~ 7 <% = f ‘ » : : bes bet xy . 
= a ; : : % 2 ; laf 7 ‘ Z 1 F oe ame F xs i ea 
’ iv i if * é; ha a ! i a ee Mg ae nye % a digi ee: Pes ees i Oe pe ens ae . “ . ate i ~ as 4 oA F 

Advertising Age, August 9, 1954 



PS Enh Ay , 



FIVE STAR STARS—Chet Glassley (right), president of Five Star Pro- 
ductions, receives the Hollywood adclub’s trophy for the best tv 
commercial of the year. Bob Coleson, Advertising Council’s West 
Coast representative (center), and Phil Seitz, AA editorial repre- 

ntative, presented the award. The Five Star commercial was for rea ? ' . P 
se Pp Sik diahdints Fastant Manes Boube cattee, STORY BOOK HOMES—Emphasizing the theme: “Live which are also celebrated by wallpaper in children’s 

happily ever after in a story book home,” the above rooms. Harris Construction Co., Chicago, has built 
juvenile-fiction characters, featured in a gala mo- 100 houses in the development. The motorcade, de- 
torcade, drew attention to the Park Vista real es- vised by H. M. Wexberg Advertising, involved a tie- 
tate development northwest of Chicago. Home types in with a second client, Hoffman Motor Car Co., 
in the development are named for story characters, Chicago foreign car dealer. 

MOVING DISPLAY—The theme of current institutionai advertising ef- 

forts by G. H. Wood & Co., Toronto manufacturer of liquid soaps, 

disinfectants and other sanitary products, is carried over to the 
company’s delivery trucks. J. J. Gibbons is the agency. 

THE EYES HAVE IT—During July and August, General Petroleum is 

having Miss Mobil Eyes tour northern California in a Chevrolet 

Corvette to illustrate its sales promotion emphasizing 87% of buyers 

are influenced through their eyes. In private life she’s Yvonne 
Martin of San Francisco. 

SHORT STACK—New red, white and 
blue labeling adorns packages of 
Pillsbury’s plain and buckwheat 
pancake mixes, which now include 
buttermilk as an ingredient. 

TWO FLOORS—Howard D. Williams (center), president of Erwin, Was- 

ey & Co., welcomes Nelson Harway, Food Topics western represent- 

ative, at the opening of the ad firm’s spacious new Los Angeles 

quarters. Emmett C. McGaughey, exec. v.p. of Erwin, Wasey’s West 
Coast operations, is at left. 

Eyssell Lavalle 
Bond Fineshriber DeBow Horton 

MUSIC LOVERS—On hand for a summer concert in the Service ad manager, and Fred Horton, director of 
“Cities Service Band of America” series on NBC NBC radio network sales. Standing are G. S. Eys- ROTATOR—Scott Paper rotating bulletin displayed in Seattle includes 
were announcer Fred Bond; William Fineshriber, _ sell, president of Rockefeller Center, and Paul La- two cutouts, a 196 sq. ft. girl and a 168 sq. ft. package of tissue. 
v.p. in charge of NBC Radio; Tom DeBow, Cities valle, conductor of the band for the show. Foster & Kleiser Co. maintains the bulletin. 

Se Awe ieee PI ee te pie Deine a) © et at Se al “4 eee Fie ae 1 eee aS Asay © 2 ee rin &*. 
OAs CER aie gy Me or eee ee Benen ee ta Re ee ee Oe Py te Se! Mn Se tk, QMS eh ae ee eed Hy i ae te Oa MT de as re, a <a = 
din Gene erm SE GME eRe Ee MEME ME al Sy one grunge beac Marin oy MRC I 8 ia: ae aii eae LAE Sin A Rae Be ek are eRe oh Adelie a ROR ae ied an an DLO Br a Ww) eee eee VM gd a2) a: Ce | he ae ee 
ANS We aS, Gals eek Maree Gaal ee a gh Ge ter Sy pena ibra RDI, Sank ay Seats Bhat osc sea Meni annie aki foe (aM ns devas al A Crna ae aed and Cali gh No) Rie SPA | Bee scene ees, ee FET rire Pee Pt GRC LE Rd ear a SL aa SR DY Steet 8 Fat Mane eet eM a emmee 20 DY 9 eeiiebnRs ge WAAL Sa ae Lh Na Oo a ae 
et ee eae als phen {ols pie eet So SO teas Bg bv Beet Po eT re Rae ck La ROE aig ye sd ri ARR See GREE Win a ELA eae Bs aM Py cin ag cei RW Re aR ate te eka eee ce ha LAA ge ok LOMO RT 4 MMe pid et thn Soe gate eet ee 
a i RR a Ses NaS ole 0s eG DBA Prat pect Tee eevee, Fm 2 I aan a eae At Sec ee nea ae bed Sea IE re ea YS ARG NOM ag Ae a ee, Me Fe ie © Rae ce ba. cy, eek RT he naa Cay Sk A oR a Mame Nt SAR SS A Se Re POMC Ta 2 Siten lean bo Beane ob i Mei Rad 2. eV ae wR Ry. ae hy A ear ee 
es pe Par ORES ay Samer wnat Sema IG Ss er ee Eee pt cre ty |e Re ed ee Te ah Me a pened beni ; eek. Beene RE Rage ona © Se Rear URN MRSS Se AEN eae ain, ety ROE tae Ee Ee EEE RAE RS ait ae ee Mcgee OL eae ae eT We Le eS PRL EP Bah tages 
age CMPD ara wu Te cea ier are. ae ete FT geet on, On PRY We ay met opraG tat Bae ince Gursees se se eg ein TEE pH se ee re i ele es Aaa eal, Sg Sie SE ae er 28 Re. Gee Lith’ BIR Tabuataras NSU SOL cea name | ke Ne AY EE nM on CE oo ig MRE Ge 
Bi, hae en, Ge RS aia DBIO A. scree Seo A ea ai gee he ewes AGP eRe: ee lyr oe a aaa BS sae * 5a PPR ae aa es ee pes 20 Bees tae eee Srpiy ens tee TE raw rece 1 
eee Ser Goa [Fig Site y ™ sae ee sae Pattee Make es hc oe - > PF ee ees Cee be a gin nL Oe ee ae, “eine oem ae TARE Pere oe era | ee a cea YS eee es Br ee. tees cute <P Se ee ae ee ce Pale ee ges OM at iB ga 
tS gael i aie aca = nas got tis Re Beg tte ek Mert arg i % aie : Sigs Sate 2 5 SC aaa Aad aah SRE Sec: Meer ae ere iishst pee pe tek eee tic gets oS = - a? nae, dee ea Me dak dat ET ages Ck SLL eae ee oa ee 
Bee cis ak TR cane ang. oink ; RT I fie Wate ee ee hates) de i Re Tener 2 Ob aee ta aga aim energie SEN 
ily: ee ; * ¥ ‘ ‘ ‘ a - ee 2 cr we i ) SEA aaad Te an ne Shan fe, Ge de u Whe Reelin. ob 
* et ¥ ° esp, aati ao sh Ete ( "ge MA ss 
y , ea ' Fin ea a 
; al er <r e 
By Me a 
! eer «3 
34 es te 
ee i 
7 . \ 
. H ( 
al *” 
: 4 
ma | 
; = > 
. ‘ 7 : 
= ® { 7 “4 
: 1 . 4 . 
4 B 15 ~ , if 
* . ; oa 
“! unt = ri a of 
: \.. ’ . @ @ i. * +. 5 i S : 7 
Ps }, Nit 3 oe Sie : f : 
Pree re 3 ON 3 — & : 1, : 
eee = a ] “ = a — . a ! 
5 oe } 7%) wy t ’ bs as ‘a De 3 " sae % ae | , A ca \ } } ; 
a geese oe" =e a = a } 
; ; . oe 4 : em eee , eee P elie 7 = i } 
. eg Sie. - a a re <i oan a See ee . a 1 
> § ag obs : oe ie Se ; j ot ae — / 
Bie sl ra 3S 3 0 Se b> > —— 7 
} eo - 5 : 4 Be AS ce  — a i og : y 
guess i 4 ba > % ae esi? ibd = ey ae ea z 
meer ee ; 1 tan : ¥< oe .., 7 S ; i a a, i’ / 
Paes *) a i co . = vf one eS oF. age ra a 
ok on aaa i = - : . it ae * > dee 
. Paget bs a: hues 7 . - : i q : ~ ee staes a } a ; “ a ‘ a, , | 
Me ey ae aa - : eS eo avs 4 ; 
. SRR «y t ae : ; © an ¥ S Nos 1 ; 
Das es. Ae 5 — | PS as ; : % a nn aN 
\ 7 RS es Sa - : gs me 4 : % J ge =e 3 ee gee ree g - ee a 4 - RE ~~ 49 4 
Oy RE ae ee a¥ ay Ae ’ . aa — es " aig “ar ; i, See, Wee he ta: J 1% an! Sa oe . ‘ 
wae aa 7 4 > < , ia hut F ean ee <7 Be, 7 - i Sa! ten Pe ; os Je Ser ') : 
ee ee oivin e~ : = i. oe ke eee rer Or 4 Ao ae hae i= is oll 
Sr rae Deere 2% i 3 J = F Paw a j 7 Fa, oa 3 ih “ oe ca be. Mies; i NO REET 3 ate ipa 3 ry | 
ee i zoise Se ee rd Oe en Loe -_ Ree ; as S0Ulc( tu — Bas 3 ote . Re te eee ape ores a i So 8 it ' 

J Se Rae oe SR Se ee oe ey Tenge Cie ee a rs igs ; dase So es ieee ete a . he — Bo ee 2 ee r Peo. ae to ay EAR ge at wa aN 7 - es Bs { i . 

Aah ioe enc oo +4, eee ei ey ) ae ees ee ete om - wR pal me 5 he ee yee iz, Poe ? Pye si. | ‘cena Re | eer ; 
aus eres co, ae 7 ee, aera eer a ee? ME — Se ee, Wri, sn’ BA ee Bi tases 
cae 5 Rie: 1) oe av eS Sk al é ™ ye me See vF a eid islet rae SS oe see ‘ > Ss fee -. a eo 3 Ne a yet sk Se * aD ae She e men, ere ee ee | 

Speen 2 # ee me PN ee ie a ee aes net eerie Ge ekee a ae 9% ~~ Z 2 ; - ae ‘ , if ti alia ce oie A er en Nee Mp je | 
Soe i ee Ran os 5 Miao he aay bes eevee ay ar sak Bias! j See oe ee? Ae he ETO ae eat ees 

es es Tees gee i es es fel MT. WS, es ae ~ SO ae verge: Se eT a io - se sileietons * 43 ee es ( 
ay ® ee. ee Pe mg nS a 4 a 7 Ca ie eg RE aca iad ae. ag ge Ry iD Me es a Ss a PEM a er ged aaa SARS =e lls BAS 5m 
We oe aio EP ere Se.” : ee ee Me Ai oS. mee eee a MR eee ee ec % ety of eg aetna Ae RS et 
ores i WMP = Se Se IN cae 0g Se Sib Sa ee pare raey ir ‘i eee ES a = SS Tg Na fe gs Oe soo We a \ a rales 
a er er a ee ei See ee ate’ pee I Gis 4 Se a oe ae ail eg i 
eA ' : gee ie me ' ie aie a eg eS Ocal Pai 
er - ~ at _- oe Pe ee oe Cae Ae i Brie 5% 
a4 : = oi: « ine meee Net, ar Oi b + ee 
ail ae - ee, ‘ Y Tee Ce big i Geeta Ps a 5 a 2 ae Were, x Jat «ee 
Saal Be wee ee. RNa pg me ee ey ee ae d BE ee alle 
we oe a CE oS een ee ela 
E % n Gee ae J's era PA ise eS Gee OS cae 4 a ee f H Ry bas 
ae Me a aS Pe he, OO me ee eee eek oe a eS, Oa — eee 

oO ‘ ee mee hk aN ie S he gee ee ’ 4 , Ls ec ae ee 

SY £ 2 ae OO aah ee Se aa ae Aes 3 Ng. eee oie uct. sanegis Pe 
ges a4 RBS ae ae Us Re ax, By, SR NG re an ‘| 
Se a eee ee ree ee eae tae 
-) iio eee ak a Se age eee Yn oe cee Bye cae 
. _— ue ms i oR ee 4 fa ? om ee 4 145 we 
ol en OE See, Pig Ee y 
gen —— | i; i 
ed oy 
ps9 } : 
| oe : 
A: ees 
* Es } 
s «eee 
| Pi ~ 2 : es } 
eae iis 2 aes 
wer EN 2 eee 

a * ) , eee ie ; 
Taviee eee : 
seed es * fe , vi 
ste ¥ ‘ F a ce lina 5 5 

ae P a wy ane ' roe i 
anes res : ‘ he ae pes ? _. te, ae ee 3 he 
| Se ai © ie a — ~. Tei Meg a 
oy Ah <0 Keg % et. ia a a 5 aa : : =e => ne | » oe te : pis 
ih ee 0 gg ie pau of te, cei de - ——_ t} eee 
Sere oy so SS as ae tk : i % mae i f. - —~ eee res 
Ms ae : a . F eae | or Ree Le wy ~ y 7 es —— , B23 . | ? i NoAY 
re Oe ee . Fi .% # : , _ Pras 
ie ee es . DES as * ow, e 2 . TEA EAE ST 
ean Fe . <Ehee Pe “ alec — 4 io 

oars ite te _* a ~ Bs ot i 2 7 oA sb 3 j ee tine 

Mi at ’ _ - L. Aes 
Ane cs ‘ . : - Ris a ’ ad id ‘ | 2 Sy Aegaeued 
as CONS * eee ee j. rr J Nature ; } Py 4 j oe 
oe mm hs. — : Peg Pr Soi ae : . Pe 4 .. eee 

C a . &. Shee 4 ai iP oS ITIZES | 

Engh er | 4 ; oe ‘ 9: AW ft. > e RMB eectlabrs 7 wae ] en 
is we “pay a “= 7 ie Cie eR a er , oh mm —o 
Fe ’ i een vetuet Pedra ii . ‘ H nt tu howe Pe 
sie Oo Pe eee 3 ™ with s - "5 bic if ? ‘oe 8 me 1 : 
ate: é e. -—— @ a. * aoe a ee F oe 4 ; ba egies 
De ee e ae poe 8 : i a VTTERM! . ee, f . = v . y ri 
i se z a Bi £ ime | Beek tes 2 ed : S ne = 2 *e _—ae | . Prato >), 
eee Z \ gg MMR RR SR We Sion Vee We We ; ae . B pike me $ , i ‘= Ns ee ies: 
ag ‘ ome Lie i eh) he. A ee Ek, Pee : \ a - : - _ nin ’ ee set ex 
ENE? ; fen. Ce, em sc - — CRE re BS. vipa 

nae 2 ee ae ed me! @ a 2, oer. ee 4 - : ; \ seeeeoreeememeereneetmmenense a pra 
ie 2 ie ee ee fe ) soit coupon putt enlmten  *s as ar : . & anand ree ae 
Has tns 4 % ba 5 Eee he agi Pe sl ie eee : if Bo : i ee 
5 a iw Ss Say Pe ee) ee ok ae ane at a S. e a is if ee 

me rer) eS hx x un eae ai meee”? ae ewe ee: cee! eh ee , = 2 , ail a: 

, ‘ a ae Sermanereorg gee pee ek Be -_ , arm. —m _— pe 
: y CPi Fe | 7 . ey A - Mi < : Ee ae as ee “ee HENS: Bs if { fe ue 

a y = r a — ie . ee . ee e a Sita bh ae ea os a aces ‘ ; j i : s 

a \ Ee es Ri aa eee ie ee ee. apes. iehter Pancakes Re ries Bk _ 

tek * 2 cae Sele ad eee a ee oe ee aphiben: gt ee f ‘ ‘Wy Pitan Mitts Sa, Bienes ae j wierd "A Mesa See ” m : { - 

* ES : : <6 Rethekines: ae = a Se Fp a aia 26, 

ele “ } ae 

se 2 i ie gene 

{ case 
a ; ee "2 

As nea 
= im ees 
Me es hig te 
‘ an pasos 
Sean 1 np 1 
Fag Me 
a) ee 
Wiig ne ee 
si sy = 
mete ? eee 

= (Oi oa a et ne annem Bod E Rat Se ed - a ; fk ul 
vs . PWS ia sO, ea Might. 8 Sin) GES ‘5 EAU a aie Seems i : ee 
, : . é a a ee Vil op Pines age Ria y ee po Beers 

Bree a Te WR en ri. : ghee 2 a : tae ak Lyre aN i ale. Seg Ge, a ate? f % ae = ie a ee eee eee ‘ Lae ess ee ‘ Hi ae e 
at eis ee eee eee sey ay Re he ca eee oe j aes at pa . my a — AS noe = hse ae bs ea ae = 
ESE a 2 og epee aa a ieee SS ae™ au ee ee me Or fe ee ee as uae, sis pee: . tlie er ve S Fy Sarr ee. Aelia: i a; 

a le es ie, Ri a gb AG ee ae ig ee i ea am ee aero te Re ig () ) in in se es 

Sateen ; pes. Cee Re Lge — ee ‘ he eee a a eae ee ee ee Bas Rn er oR ae : Pie rege ete Le : eee ne a Se EE — ; q ral oN ee 
a4 7 Foe - 2h ae peice. yo het ae gia geal ny id be, ME ‘ad oe OF 9G ee, oe . = age ee ie Ps : eee eis ips Papers ee fee, ee i ; Jee 
ae bs oy eee ee Orie re ~ 3 oe Se ee ae She PRN le oe ae ea sew 4 * re gee : > ie eee eddies Soe ee een a: d if Seok 
eae Re te es ao ae ae clei os some aR pr oe uty Rio MN ees a0 oe ait ee ‘4 ES Sea 2 eae es 
api lit MARI. GA Sea PST a  e <a ere a Sr yn em ee Pes lee. “chia ey Bee eae nem eee lt, RIC ae eee a ae th i Saat : 

ae a og ae ee pee he “ ots a j ea ae _ %) agpe Sri se Se. ’ Ro one sos cee ; ep Aioes 

Bae = eS ie oer ee mi : ie 4 i (aera mh co a ae : tpl ess) ‘ yer ae i a pe ee a Rae . 

a 0 fe Pee: © Ana Ptah gc ee se \ eae eet a a y iz ee - : xo cc : 3 on Nea oa = : os : Ses wee "¢ BB a t nes A 

ey es Stu Semele Fae te remote fe suas a = Rec ee rat ir Fata Seer wast aed ? Sere " Hm : Thee ieee 4 3 +” Paes re ee a > ae 7 
ole ~ ee a Nae a mp Se Rie “ Sa ee RO SAR ae cael ‘ A 7 i i ees 5 ig ae . H é 

< sh, 5 pies : 4 ee. yi Pe gna é ? « = : a) 
cyenhe ee my ME ieee ae eine i an me te oa aierterar ‘ a Ys % ‘e - Pee ae +¢ / = 

OS Raia 3: i ee Se ee et Seg Ae rg ae te Bee eh a Re 4 ss e i ie oe ge % y eS ee RM og oe ‘ae “ ¥ pur. ~ 
“ee ee Mitte 3 ekg a pees Mew oe St Cenc ee te SW ie aa, zy fe eo ' ’ % 7 bie en eee Nanos 
penny ae ar Fs ihe...” sei," oe a dines: | 2 Viscee ala - a ea : 4 < x i a Be ata ie ; Ge eRe - 

ied ERM abana Bg. eta raat ey an ae See COMES. Meier tara pte paige, : g 7 a ee ae ; : 1 aa es | ee t Rate ae 
: ie so an ae even f . oe rer : Bact s Ne aPC iy cm * ’ 1 iF . ‘oe «= tae as c - i ef i dis ; 
elie: Ng eam me 2 ” aS Veins  —_ Mies - me. 44.. gr ag 

a & i Se elle a ae pene nats ‘ 4 P - go acl E ¢ ie : Lie Es i - pase 

oe i a a ee eed ie gt ei ; —_ a a. + eal! | Pp “a : “ : ae. 
Riiee or ae pe a ‘* Ate geo ae ox ay 4 a. Berney ieee f i ’ ‘ 5 My Fe “i i} Bees ves 
tari nee ° Renn Sita Se yO Sigh ogee re NeBee ct Ales i 4 sity They 
Io mee ROR pee BA ac ane Soe. BaD eta es i 3 i pd ¢ yi e f eS 
es ee ae 4 oe Re ALE A epee hoe f dell Tato eas = ; * Soy ‘ ’ ee FL ie 
aes oes} s Beh SE ee Pa ate : Serene eae i ™ Pues a came le ~ vig be vat a 

Ps 1 ee Rie pe ae ie ” at i IS he, ¢ ‘3 aye ll % 4 % ge . ae in ee fl ey Soa 
4 3 pos . SR ee ey : Brg Moet . ’ r wry vee. ae thn, ; ” A . Fee ee ~ Ee 
aes a esa, Pa hime SON + es * F Le Seg ' t eo ~ il i — — Saee 
RE as ‘ Suga hegeee ie! aaa ~ a ae ea a : ‘ P Pe. Yee po : ee sae i aes 
sae os oh 2 eg re renee aes F ie Se ‘ i 6 \t 4 is eras, eae sali nes 
alee, aoe ; a ee ee i ns, 4 a ee Pee gd me Bsc 

Oy ae : ~ coeds ete Sn ed ue ae ee aia ne, hy Bice 

i sei Mie came ee + a i we Fs bl ' tf... a 
ae ton. e. : eo ee Ey ’ ia ing 7 ee 2 , ee \ ee 4 <7 aa See 
J on Nee af ese ; eS , F ? oy 9 : : | ee ae 4 i s ; 

Ry tees bee am Steed as ae ’ ~ 32 4 b j J oe. Wer Fe 4 : 
; te * oS 2 a \ , ; ; fe nase 
: ‘ Re x + = bp os 4 A : ro * ‘ $ f \ Aa a 
4 Fg ae j ngs . a ¥ y , iio f. 5 rs es On 
alee \ e: - * i Ge ie a > es : 
ear ery a ; j ie yor sd \ - ie. ~ 3 a i fe ae 3 Gi. é % ‘ee eg Hi a 
. Bee ee ay 9 f et : 2 sé tiie y sai 3 yr “ : x : 
3 it ; i ‘ r i . 3 # % “Shy z bs A ; “a ’ | Ld e 
i | , iia = + nie. ‘ e .. : ‘ ; F — a i é ’ ad i 
oe ev es S sis CF : . : aa 
‘ 7 aE ’ ahd ra. % . pia is i 9 - : SS 
: rt Boe > : lem > i % ae “ : * Md 7 7 i i i my a 
ee Oe , : d em , ¢ J Se Lees : 

oe : ay ; Ly oo 3 = A = “4 iPad ; | ff he oS ; 

: j es b. = be wi i ‘a wets pat S > ey c 
ae peo A: Mies on’ Sal a Mi at 2 a | we ee 

‘de v—c : ~ . : ‘i Z Sm - k; es, anaes : ‘ a le al 7 
eee en ail iesisitteaiaed k 4 a it i. >. oa - a . 
pare é 5. a 5 ee wry wi la eer 

“ae a e Lm ste Bg S : — | Be 
og sae a) o.llC NE eS . aa: ae 
= ; eo r es ala a ED ie a Pa tw ag 

"eae “3 7 ae agp sy Kg Pie , ’ “oa 

E Snes — We ad. 7 . & "ee 
ry | BS ee 
eee : 

: nw . rs ae = 

‘4 i + * "i ‘ - » ‘ — at & . . « sa Lai e - 
SPAMS : Rb ed gt AR ; mh P ; : : j : 3 : S ; S r ; tae ‘ ‘ . x 2 / = $x £s ee ‘ Ot ape OT aa ee = ae 
a ters a “ea a f < oe ut, ‘* dar ape et: ¥ Ae: WY PS a NT a Sag wie Pee 



mF by 
a Ga « 


»f July andMugert are ga aay Od rise@h | 
he Expectin woe 

eo mon} | 
‘a slump, th t ‘a dvertisirig &ifiprts 
~ —and bleme it on the Heat. é , a, 
aie it’s not. the heat —it’sffhe tinttiay: An wed p vet Sith . 
a . te, e 



t B 

Advertisi Readership in The American Home 

i 7 
The July issue, 1953, gave advertisers 15 per cent more ¥ 
readers per dollar (Seen-Assoc.) than the average issue # 

during the year. ss ; é - 

The August issue, 1953, gave advertisers 3 - cent more 
readers per dollar (Seen-Assoc.) than the average issue 
during the year. 

It’s only natural that July and August should be good selling 
months. AMERICAN HOME-minded families use these months to 
get projects done. They have more time to read — more time 

to decide — more time to BUY. 

Be cool, calm—and collect ...on these high-reader-interest months 
by including July and August in your schedule for next year. 


There’s no place like home — 

Source: STARCH, Jan.-Dec. 1953 

aaNet enix mabe ths bebe oe BELEN IRON Tega, Cries: Sari va Smeg aM epg area cE ore NR LS ic aad ie RN RO ea cei, Brot Sy Mey APR Ea RES ei Oe eats Se iY ORS ati lar sh paln ge chtate Seo A ats Be IC AN REO go Sue eS ET SL A BL NEEY grin al 4 ehithae Rak 3) Sh“ pie. eh aad 
sae Rose S80 ee. * Ss dalla pain at ae hay aes Nara Sr Se KY A Po i ie ah Seg ver ain Me ee ey, Sh Me : ¥. yon s 4 ge By oe chat ee Ape . igo aN <3 ate, Yaiee cae aia ee iin es Bagi me A i 4ay BA oD cy ee Pee sons 3 ere 6 ce Mya eae aL cer sche 5 ver pear me i BAIS aE i aost i nae aed Eh “s a) BS ot ite ee 
packs SA: | Ger Sat etek are Pete PS pd Se Mi OE elie Sa oe aetna at he ha RU en RMR fete a Rey Be a tay a ee BOL A itietl ho BUR chee Anat 5 setts Yl WagITS 7 KU vo pee ONT te ttc oh cation Pe Re he mee Veet, Seek do oe War rh Chee eck, ak A Sen SAS oy PU are ns Ss 
es Sree eee ee he! vacate ae ae fest gee Ra Ne Agha Sat eae EV aot oe a 2 ag ar: a pers Puy ee Meet 3 Phat ee Ne oe Ae Resch aa eens eee Saat ee a Br ane , en i Beet de va Oy a ae ere eer ses 
eet Meg. eaee Saree Get a aE Taree ceed a dU a ae aaa Se oe ee aN 0 oh a cs Raa Mima os TU ST eee A ce cs As a at ns, a ee Sette amr. ame ARE eL nay Oy ewe Mam st Ocl:s seeks seme VOCS nen Se Se ety 
apse om “eae Be ie San eee Sere Re hare oe re Leas ae aes Re’ eevee ONE eaten ae Ma Menara sae ies eee ree ‘ Seeks Pa ete oe ein 2 eae oe a toe i aes ie aie ae Pape ie sul Aa) maak : aes a“ 
Oe RR eee ym Pk ap BT apayah (7 ee Snasers He ee Pe , * aN Ds 5 AM Maye 1 Ai ga * gag te te eae, a SNE og 2 NB aan cis ink Leeman, eas Se pan, OR A aie ae ee 8 eine ol es od See FoR Rabie trae ORE Ye eee 
os. See < ‘ bx : 4 4) See eee a 2 Bi > Bema Sak ge pa mp Sig 5 *s e Oy le Se es “ ig WAS ee ss ae Cg oh . i : a a Oe 
ieee ime Bee a era ee a ee eae ge aes ie Fog: By cares es MOET aoe er aS Tada! bps 28 eae 5 Ren er 6 iy. i. ea eles ia et roe ee eRe Oe Re epe pie Ae 
a m ; eee : hs oer ae pee hier : S2the eReat e Opies cae oy hake Cia Se ee, > ee eee Si Se et posisaaaer ts SOS Se ee ae ee 
gh am Aa os ' ‘ . ; ‘ 5 aa 
Pie. i 
: f 
i { ; 
ity > \ tr: 
en ‘s r yr - ; * a> 
Bs me . & fs cos *» 
a | 2 : > ; 
L | — He sa a 
se SoS & k - 9 | 
oan j x : - ~ " ae * : 
hr } be + -Y “u 2 4 di bd 
i : al . ba ey 4 | 
es ; ‘ (Be ut _ , wl r . - “ > 
= = a 4 - “= a ~ es : 
_— * ‘ % : s ry gran # 
| : on 7 oe - e 
| : - gee PR $ ; y / 
Si ahr ad ot — 3% 
. : <P ts oes . ¥ « € 
oe me at 45 
im Ss P.. rs Se 
&. 7 ; %. i = 
\ Re : ® & jy 
; . a nen ; 
be - — . » . * . 
. ‘eS “is , 
: ai ' y 
: “Se, » * : : 
| a ‘ . Zi * ™ 
i, ee =f ’ . aie & Py : : > ad , vid , m : an 
fo eae ‘ ; “e t wee oy te 
Den Sy rg t ee ta ; 0S 
ee J i) ' * ‘ia ci 
eee: “+ © Pe ; ree 
~=sl sVgWwvr j | | = 
ie } x : oe 
Mess, a | 3 ¢ - a 
7 ao ) -_ 
i aueen wit i E 4 
" “hr aie | i Wey . -.. ¢ ’ . . ‘ cae 
| eee s. Se iy) seg 3 ae 
a: 4 te os pa 
oo; oan te Nz. : ; . * ‘ Raa? Seen ¥c : ieee 
oe = Bes ad | 
eae o) | x 2 ' ny ee ey at 
| rae Th +m . a ‘ et 
ng Sy eS ¢; ‘ z . ‘ %e: a 
ee a Fe : mF - 
se 4 : eS 
Eee %; "whe he 
eo. ae e : y, : 
aps tf : o ~ ~ ‘2 
Ta wo Bf ts ye Od . ee Be + — 2 ee 
i J, ; | Bas fs 3 ev 3 i. . / os hie = ear ‘wy ie 
fas ene, ; <i ee : k Litas —_ < igs 5S 
{ nS i ; > ~ . Se / ae rene ite 
ie | 4 ; M ; 
—) oF - 7 : 
pe { - pe 2 5. sees i, sin. " uke 
i Saha =i 7 ay “* , . pie 
: a Set, ae t ‘ ‘ , a - ‘} a 
iy a = _ } Me + - Bye” r - 
ui (i eee . at Net 4 y peta 
ees ty . _ ay: ¢ aN : = i 4, * j 
a aie se 1 ° . » Seth” >. ep ae 
eee - : \ ni 
Bie F * trae ; & : vy =a 
ie Lt re ie : a ay 
eo Abs ees: 4 , a 
a. — > ; r ae ; te "= — 
Mes 2 : - ‘ae > i ES 
ee cee ] ~ * wy ‘ 7 g os ‘Sie 
, Re ae { ne oy oan 
“aan a . . ’ ‘ie 
t Tae, " ‘ hte ced ’ ec ae ‘ ’ : mer 
ee { V ee “ : oe ~ “Sa a * : Sy : pee 
ro i] eae, va = g Sal 
ee “= . : eS ‘ : os 
Aaa Die’ “'s ‘ 4 y ee . ce 
fie - ‘ Ca on 2; Cr | Be a 
eee ,) = . aes s : ~ " adie 
" iad = = >) , ~~. iS a . ad tT : - | : 
t So fi i id fy , fy nt ¢ oy BAT 
4 ai ce , 4 ie — : 29 sf , ~ Soda 
; ie | “i Le ae + Fo a - ys. ‘ . «i bor « 4 ¥ 
eee a ei y 4 ae - ¢ a. a . : . wi P ; ; eee: 
| PER . wt e - t nd = 
en » , s 7% ee @ Se a | . ~ ; 
Bis ’ ‘ ae ew = es, by me < ix 
i hae ¢ ‘ : s 4 oe. */, d 4 yO “his 
‘eae . oa ; ; f ‘ & 
ae: | Pd i> ee s f; é pes ached : , ates 
ee “ es : . 2 ia: 
H aids } F , ‘ * 5 4 é _— 
| om € £ S ’ _ 
_ - ' \ \) a ae 
; Vee bi i eee 3 : Y % : dy a ad 
k oe ; | Beith. r : 4 a oe 
" i 2 ie { , J . ; —_ Si 
Recaine ; 
a ey > 2 we % 
T — = ; < P ri 
n> ee | 4 
Rare i) ga 
ee | : er 
¥ ; we ss ee i ’ Ne 
meen S ay F aa 
Bs i A , Se 
i a ‘ i! ssi 
Ee | ate 
Nh oe } | ee 
| 5. aie Sor 
Bee 4 i sas 
be SY Ea sli 
; me. A See 
ro | a 
ie. 4 
| oases | ite 
ES eee hi ae 
as tee zi H J Pa 
Sore aes = 
See ee 
Se on 
Be ass — 
oo - 
- . oat 
ee : : vag 
a C | iy, eee Mes i ‘ee ; : 46 i 7 . ee ‘ 
. - _— ia "3 . cad Po * 3 = 4 ee 8 
ae a , : 
: 3 PO : 
f a = 
Be rhe ele eae ee ee eee a eee y 1 + an 
| ode oa 
a = : 

TRY a new twist 
/ with the price of linage saved. You 
may discover something worth your 

JAY P. while. Let us show you how it’s done. 

WA LK advertising typography 

11 E. HUBBARD, CHICAGO 11 & MOhawk 4-6134 


Advertising Age, August 9, 1954 

(C. M. Conner Leaves KTVA_ | Chicago Bridge Is in Chicago 3-D Motion Pictures Doomed by High Cost 

Cc. M. Conner, one of the found- 

In its Aug. 2 issue, ADVERTISING | 

ers of Northern Television Inc.,, AGE reported the appointment of of Equipment, 

owner of KTVA, Anchorage, Alas-|E. N. Zimmerman as advertising 
ka, has resigned as commercial) manager of Chicay > Bridge & Iron 

manager of the station. Mr. Con-| Co., but said the company was lo- | 
ner said he plans to return to the 

| U. S. and enter the agency field. 

Now Available 

etc. Reserve your copy now. 

[ Represented by Allen-Klapp Co. 


New Golden Zone Market Book 
Covering Rich 13-County Area... 

The 1954 edition of the Golden Zone Market 
Book contains a wealth of the latest helpful mate- 
rial for all sales and advertising managers plan- 
ning national or regional campaigns—population, 
buying power, retail sales, market characteristics, 


agent for 

| Che News-Sentinel tHe Journat-GAzerte 

Write today to P. H. 
Knapp, General 
Advertising Mgr. 


* New York - Chicago - Detroit 




|effective Sept. | 

CuHicaco, Aug. 4—Three-dimen- 

Audio-Visual Exhibitors Say 

The report says that children are 

sion motion pictures are a “dead now seeing more films in class- 

cated in Greenville. Pa. Mr. Zim-|@uck” as far as film equipment rooms, Sunday schools and clubs 

merman was at one time associa- 

ted with the com; iny’s Greenville 

office, but Chicazo Bridge & Iron 
is, indeed, located in Chicago. 

Standard Regisier to Kemper 

Standard Regi-ier Co., Dayton, 
producer of co: inuous business 
forms and form feeding devices, 
has appointed I)on Kemper Co., 
Dayton, to hand'» its advertising, 
Current agency 
is Geyer Advertising, Dayton. 

Mory-Lamb Names Snow 

Mory-Lamb Corp., Fort CoHins, 
Colo., has appointed Brook Hill 
Snow Advertising Agency, Gree- 
ley, to handle advertising for its 
Anasol food supplement. Direct 
mail and trade magazines will be 

"| used. 

|/manufacturers are concerned. 
Although the 3-D craze was the 
dominant factor at last year’s Na- 

tion and trade show, the consensus 

week was that 3-D is doomed by 
lack of interest on the part of the 
public and by the high cost of 

The future of the Cinemascope 
process, however, appears to be 
bright, because it requires only a 
change in lens, it is inexpensive, 
and it can be used virtually any- 

® According to a report by the 
association, the nation’s children 
are more motion picture minded 
than ever before, but there is no 
need for parents to worry about 
the situation. 



To influence this great 
automotive market, use 
Oklahoma's statewide 


iets eee 



Owned and Operated by the Oklahoma Publishing Co. 


newspapers ! 


The Farmer-Stockman * WKY Radio * WKY-TV 
Represented by the KATZ AGENCY 


As nee er ncaa, CI iy aR 


Oklahoman’s bought 

more new cars in 1953 

than the people 
in 25 other states 

-and more new trucks 





whe Souideweg 

than the folks 
in 34 other states 



263,932 7,4, 

| than in movie houses. And the re- 

port indicates that children prefer 
organizational films to those shown 

tional Audio-Visual Assn. conven-| in movie houses. 

The association predicts a bright 

of exhibitors at the 1954 show this business future for the makers of 

documentary films, educational 
sound slide films, film strips, 
slides, and tape recordings. The says: 

“The nation’s schools have 
greatly increased their use of all 
audio-visual material in the last 
10 years, and so have churches, 
women’s clubs, fraternal bodies 
and civic groups. 

“Rapidly increasing numbers of 
such institutions and organizations 
own their own 16mm movie and 
slide projectors; thus a real mass 
market has been created for the 
films produced by educators, ama- 
teurs, industries, corporations, 
trade associations, labor unions 
and the government.” 

Among the new items displayed 
at the show were: 

e A new home tape recorder, pro- 
duced by Bell & Howell in both 
table ($299.50) and_ portable 
($249.50) models. The recorder 
will be distributed and sold by Co- 
lumbia Records Inc. Neither com- 
pany has produced or sold a tape 
recorder in the past. 

e RCA’s new Porto-Arc projector 
($2,160), which can run for 2 
hours and 15 minutes without any 
change in film. Reels on other 
models must be changed at 45- 
minute intervals. 

e A new Eastman Kodak Co. pro- 
jector, the Signet 500 ($105), that 
can be used for both slides and 
film strips. 

e The Minifon ($289.50), dis- 
tributed by Geiss-America, a 
pocket-size tape recorder for use 
in office, car, airplane, train or on 
the street. It is 6x4x1” and weighs 
slightly more than two pounds. It 
runs continuously for two and a 
half hours on its own battery sup- 

Tracy-Locke Names Two 

Tracy-Locke Co., Dallas, has 
appointed Larry DuPont director 
of radio and television. Mr. Du- 
Pont, formerly with another Dal- 
las agency, also will direct radio 
and television operations for the 
Tracy-Locke offices in Houston 
and New Orleans. He _ succeeds 
Phil McHugh, who has joined 
Campbell-Ewald Co., Detroit. The 
agency has appointed E. L. Taylor, 
formerly research associate with 
the University of Texas bureau of 
business research, to its research 
and merchandising department. 

‘Supermarket News’ Boosts 3 

Ernest Obermeyer, promotion 
manager of Supermarket News, 
New York, for the past year and 
a half, has been appointed to the 
advertising sales _ staff. Louis 
Bailey, formerly a member of the 
editorial staff, succeeds Mr. Ober- 
meyer as promotion manager. Don 
Miller, a member of the Chicago 
news staff, has been named to the 
Chicago advertising staff. ' 



ae te 

SR PR aly 


i. ie 

| é 


| a 

: s 



te ae eT Fig amas Nye Ee ay os . $5 A eos Fas a Press ok TERI OC A AR TaN <7 ene ets A Set [Me WE ah ap eae iA ok ie See SE eg RETA ie pe nad RP sSNA ok ITS DESK aS es tate Se ie PSRs ase wed, Pay Hee Wee 1o lee panera ke We Atta fs PS Rees ae eee ts 
ply os RRL Lice eee a tae Ale pee ee oe Re eA ee oe 22m a Re OR a Se Se em a OR celta! 0 Els RS Oa ty cae ah as Rtg Se ths Oa, aS aah es Vig PAR IN in eaeiaeies ck. oh aie” Ee SRN thibth ie ae on Beat ara ay a Rat vee oe : ; Se apes a2 ; PAD te Pay ee ee eee 7 Telia. Mech gy 
Td Si ite <a Ler Sag ORME lela SE ace the OR MUA TLE Ln SOL Pee Ee Me Gee ON Regen ee Oe, 9 OO AR Ren id Sam aaa Bea EL eR ATS Seal lage. ire eC asin crete ohm tne A ob iS. a?E bral ans ie eM eta hal eta on Oh i gs seater = DN ee, Ree ME ee TGA ie £< cgis e PRaR eb artteyy eee ure SEAN ead 
ee Fe eee 3 Mg ee ST See Peis ey eer Cabpeseen ae tke Ae es CS aR eM ral ary Bee pe 2s nme cee Cer Rae yegrige ty Sm Meta” 9. cere S SoUne RON Ws) fo SR tg pry, cee Ue 
ose mises  paceren Ea ea cea - Pas blogs a i ake ce et oer’ wees hot og Bie at ee Sen y ee a Peas iif oS ie po VRE ST BN Vise eegn SR ES f Beas ca aa Nie seus ve Bay wes chs pafey foe ee oie Le Bae eae. eS ye Py CR aie a BES Pal et ee 4 pipet peewee Late 8 ey ae Sea a ees 
i ae Say hy gee age ae Radha ts Yerba aot Gerry ian Lape Se Boeke ee ag Bees Me. Hiaee ee ey OR po ee ARE gee She ee taf eee ee a BR a aE ae” OL RNa ae eo See eae 
=i Le eee Re MR se Bee ern Ramer Kee es rig Se Serre Coys ener esa See aoe es io oa tet Ge ieee 
lied f : : ‘ d , Rae S.C eee 
ery: J : {7 Ae 
2. a SS ag 
be a 48 
. | '- 
i | 
On : 
eee i . 
4 yy .) 
- | 
Pr. et 
‘ : 
| ; 
| tm 
a a 
ee a 
ee | 
| i ; 
; * 
| ti] ‘ 
Po i 
pe — || a 7 
| ee a 
A ‘ , 
| ee cca ! | 
; ZONE ' } 
‘ia 1 
i} : 4 
’ 7 7 
: a | | ! ‘ | 
3 ; cre S 
S = | ce Ate | eee 
— | Pee 
~~ st ~. | es 
a " Sos ee 
ae a > een 
Ge. F epletaaat? S 
pid Se eee es 
4 ae ne 
net i Ps ae 
‘i a 
i er ro: 
iio eS { 
sts | er f 
ae | aks Sa : 
7 easueiebinaieenenctilaenereeasamieatc emitting Agia gegen AE SD Pn. 
| pe | _ | 
: : 
iy ak a | Bree { 
ets _ etree 
dal Xe: See 
gS oe 
ae i f 
@ ‘ y 
| cd , | 
Siscis pare 20 
Tee s | Eonar ae 3 
4 wk te 
pS | Auten 
i» 2 i . , ‘h 
a ' - ules 
ae ; a 
es ar 
As aa 
ts a 
(eas ig 
ee aang ie 
Ne ' oe ee 
Pret: se aioe 
we Eee . i ; Lp : S 
Y | pile: | a 
“eer 5 ality A ie Pater: enw é i wes A : Baal apa aera 
fea ec, ere fe asi : a wn ee 
Eis Se: + Ieee ur 3 ; Een tes oaa 
ae Ta see . Coy 1 =, 
aimee. Ss Sie fete : ee 
. Pa ON on eee ei ssid oe : Bair, ¥ wo bt 
ao oe Bo ae : tbe ‘on 
Be rat ey po) Saeco eocietnecinsetteneuihnteeieemmenuinanendlll Fs, ie 
: 2 oi 5: Siders te ut ene eae ia | ii ee 
a. > Fy vine oie ches CO Sele rae P “ae 
: jee fe: acess Heer ee ee “an + | Tees 
ae ‘ ae Pees, geen EC mans: | 7 me i 
; Ree cu ee on | 
me Ne ' i, EAR gs 3 De ia oo a i | " Pens, 1 3) 
ee la’ me ae 
5 eae ee - : i sen oe e ‘ a ft, us : 
aa iia "iss 1 amram mee et est Ea ue es ; Reaeen 
Side ce) Mester oR ae Gy Apaeas oe t seats 
at oe Oe i eg (ne VR ee ge. aS SmsRo Ns pa. 
Fate a SAR cg Yoo Poe eet aaa Sr ee \ 
el hem a OOS MR Mate ate as ie a ces ca ata gaits Ae iis 
ee et IM a ea _ 
tae ROE “Si Soe eee in ager ae 
MS ay eee de Bo 2 ei = Agia yi Seis = “eran 5 < est ‘ sii oul 
a: SO We G7 ONCE Sp hE PES Peeve? Be ti ae oo 
a: Ai ee ee BSE. so. Fae eg Re Pema * fiver gare k re 
om eee: PR gr Ota oR is i eee |, eR id aa ait ’ or eps on | Ue. 
we PTE to 3 ee a te a aa EEN. tate | Bight! 
bo Ro ie, Tee ane ey Base ue ar Son eee Gay setae” | 1 abe aide 
oe SS han Meteeare )  aawe these ee, Sete ae OVE een ae ie . eek 2 
oh Hu 2, eae eae Picea Eo aye eects Rs ag Ee HS | Te aire 
tk ar teraies ao 2 I aa vie as (Pa aaa es iS We Fee : ee | ! eS 
#g hy cig oe ORAM ot) ny er geen. Je eee eee pe OTe Sat 
ae RR i eet, Seats aa sae ree Pepa CP See Moe " eae 
ays Berio: eh wate ene eae Pte ete cee s Se pe ta | ; tees 
he i PR ee vai eee Gs ts a ae ce a Ae here ay i, | a4 ak eae 
— BSS, EES! SR cea ae, ae 
(oa che ist eo Mme kad ee ee i es F } pte } 
yee aoe Shah, Roe 5 Seema re wae San 
sie ; ee ie Sage eee we | hae. 
ie! Te = Bei i Fe fipitine gaee | E a y j 
i Po es i oe | aaa ‘ % | 
F cet: pt Sika Se eee { pt é 
se IR ae he pee ) (te te eR ot Rt a . aa y 
Or eee ee Bis ae sal — 4 | 4 Sa eenck 
eae . ee : cae a eer : | ’ eden on 
ae rn rs ee be Poe Ngee ‘te , a! ee 
Sek eed a a a fe, glut ee eam e ’ sae ed Se 
ge SH Rea eager Se 
ey uo Nee © Bae Sy RARE’. * q ig 
Sgt v 2 RG apa a She 25) ‘ a = ; 
: Fes eee a | a F 
fo. em ‘yen D AE iru > RS barn. Cera ara c ee Rik ste mae 2 4 ti 
ip a SPT Ek eee ea, Tart ro % : 
ere Re neces Pa eas : ae Be 2 3 ‘ 
Seis —_——— cs ja ee rer ee ee ae, ¥: Fr vibe Pies ae 
Bay a eg 0) SEU ae ee See Me Score * Pe ae? ae eae 
é ae oa ere } ae fe 
eas ae ee A ecko HAA Feng 
atl, P ay ae 2 pee { ee fe oe 
nat ce ‘ I Meri 
es am d = air cane \ } ; a 
ee ee ey, ee sy \ aoe 
wi a oe a ; aie Fa settee 
ta cig oe inc a } ER ee 
ia fs. i h we: #3 ay ee | i i tee 
3 ees. eS me ahe ety ot wy Wal. | a ee 
ee i eee “i Wane 
ee Kia ia te | 246 Nath 
5. ae AS vosaaa as age : } Rea 
oo 7 pee : i tea 
eZine Ba Ys ee ee ele aes PA cai , a . pate 
: isc haesel so Cait oi, ee oh 
| a 
4 + ae 
ie « i 2 
— Se PEE ee NSS aemee aes eae eseaae oy eae ee Re eae eae ea eae ae Tees ae pat } AB ; . 
: | ss ; 
i " oe 
G~ Bs 
‘ ( 
ae nn etn ae ; f SS 
f = A} y : 
. x a —— a 
; i _ > . 
3 o 
| BEST. BEST-TEST” never wrinkles | | 
g | “ E$7 — corls — shrinks Excess | es ¥ 
Pe Cee FEDS Fy Ley Tae Fe ROT De Si es hee Bd 2g {Ri SS ES WS ; 4 eo, tubs off cleon. h Ge. 
eee ' Wel aay ENT FOR THE GRAPHIC ARTS A must | | 
| , ‘ 
‘3 | Nig A size for every purpose. Sold f adic 
$ | No by Stotionery, Artist Supply ond RRS 
eH Se |i rteven Sen oy | 
Meruse where ; ae 
ie? = | a 
| a 
| a | 
| z 
| -' t " 
- ee 
ee ag ees ‘ 
pt + le See 
‘ OO ret 
; a si ee, 
: - “5 ; ; eng i ay Eats Hee : el : eax Mee 
; ee ) Sef i J e i >a ar, keale arp Sere, Ponies a aks Mana aces oe ahah, lec od. tees [ ainndoecrmnre seo an es smears, ks mrad : ate - 

Pinned any medals 
on YOUR wife lately? 

Ladies’ Home Journal—winner of many a citation itself * 

— mentions a few that every woman deserves. 


Gallantry Above and 
Beyond the Call of Duty. 

(After coping with household skir- 
mishes that would baffle most military 
strategists, she finds time to meet you 
at the 5:49—looking fresh as an English 

Courage in the Line of Fire. 

(When the old School Board’s up for 
re-election, who goes to battle for the 
new School Board? She does —aided, 
doubtless, by the “Let’s-do-something- 
about-it” political articles in her favo- 
rite magazine, Ladies’ Home Journal.) 

Combat Badge. 

(With warm affection—and a dash of 
psychological warfare —she’s victori- 
ous over a dozen-and-one infant up- 
risings a day. And if she’s like millions 
of modern mothers, her authority on 
child care is the Journal’s Dr. Benja- 
min Spock.) 

Order of the Larder. 

(As Chief Supply Officer, she handles 
the buying for the entire family—as 
most women in America do.) 

European Theater 
of Operations Ribbon. 

(She not only dreamed up the trip that 
got you there, but she planned it right 
down to the last detail . . . even to find- 
ing a hotel in Paris where they know 
how to brew a cup of real American 

Distinguished Service Medal. 

(When that V.I. P. came to dinner, 
wasn’t the attractive table setting 
one of the things that caught his 
eye first? The idea? Hers. Her in- 
spiration? Very likely theJournal.) 

3 t 
Ci 9) 


A  — 

Cooks and Bakers 
School Certificate, With Honors. 

(Your particular idea of heaven might 
be a steady diet of sirloin steaks, but 
she sees to it that you, and the whole 
family, get balanced meals —including 
your sirloin steaks! ) 

Battle of the Bulge. 

(She may insist ii s her wayward 
waistline that mas her follow the 
Journal’s dieting «rticles—but don’t 
be surprised if youre the one who 
slims down first! ) 

Never underestimate the power of the magazine women be! 

ve in... 

How to pin down your 
advertising to women 

Ladies’ Home Journal is edited specifically for 
women. The Journal knows that a woman 
wants all her interests covered thoroughly in 
one place—in a magazine that understands 
her, talks her language, and that’s hers alone. 

This kind of editing has made the Journal 
more influential with more women than any 
other magazine on earth! 

No. 1 in circulation and advertising revenue 
among all magazines edited for women. 

No. 1 in newsstand sales among all magazines 
carrying advertising. 

*For instance, Ladies’ Home Journal won the highest 
University of Illinois Benjamin Franklin Magazine 
Award—for the most distinguished and meritorious pub- 
lic service by an American magazine of general circula- 
tion during 1953. 



kre Stes eg Se ee ome Bet ey ee See F oR a!) A, TR COs Le w * bt or de ang MP oT BE ee a a ge oe © he al Pe ee es 6h Soe eS hy ke ee a eee rs Se ae Saget as PORE ey ERS We ee 4 ‘2 ae ie ph ees Ct ee Ee 
Poe 5 Pe RENN ae dete ee oh barnes Nees See eer a ek aa aad a ti oe Ss te ae tee iia Sine | Pahari an amg oad Sey Oe ile a ok 5 AE ree 2 Resign icye « 0 A> SEED Bie nat ie i a8 a akc eee el a aa Sa gag a a a Sn fii ac eA ce yr, Ue CARS, OO tat ACR Se gE TE 
Braden morhua by aah eee Le ee RS hoa | ape Pas En ta So eaiiaucke dyke ei cay Ra ge & Se ed ake Gat f\ Meng aad Res pater mameetet, tex. St 4 see tee me ks gece ene auaree ges Fh peng a GB ae Nir ity epee a eee ame Me 
ah eee Sar eee Kiger tte Nihoaee | bores poet tis EX Va ereraa ee ses yk gl a ey ee a Ane bers Paik: Bae ae Pho cis Sve tas giles MEN arc RO Ce Sy Meee By Bs: FEES eo Be he ot te ae fe: Pe Sage Rp Hara SAE STEN gee ken ates ese paar 
a tg a é Sega od? ay Set Miri fr orca e PRO any meine ss Cae pee eels en ace Ae a Gls A eae PR Stiterene se Sia ani Phares ay Be gee hale ba Bt see! } a Nak oe a a me Be 2. oases tute VOR astro ogres tC Beem, perme yes ye Sige OSS 5; i a ee 
a gre an’ Mig orien ia cete fo oo a) a Nau : ony Tate Gea toe an ‘a Rae ae a, Bh aint egies ee a Ae ge” Spee Cue ee pet fae MER tl RNs oe a ei ae eae 
ors Fen sae ee Ree Re. dapat se fea ae aes Sipe ed iat ts 5 ee reas Lane x scp elles Ne Si scl Har erat nia pie ee ee ee 8 ie fal Be Maren | mre : cerns Jakennen i a ea 
wont eet cae Sey i, ee are E 3 ete ae ‘as he aes eee Re, one Ee iy “ea eee Bre ine ier sc teaches ae lalla eee Se ge ey ceo Be A ee: Eee : Pr View aeey Pane “ eS oe ae aly 
me - em f : rae ies, : em gies i ak tee ee iegulietg Saha e eS 5 ee ire rae tae ~— ne io NS as = oe ge oo rae Se Mca a 
a ne . % « . a banat ¥ Rees ee ge one 9 Se 
< | i : ; < : : co 
: ' 
; : ! ° . 
— ‘ 
4 4 \ \ 
ine Sy, P f 
a hee 
7 5 RD : 
ii Ly 
yo : 
a -- 3 
/ me 
a AW - 
fro = 
: 4 St /B 
; = 
ae +. 
\ | : O) . 
im : } 
= 4 ree 
a} : * 
a 2 / \ | "2 
+ Ga ae: \ on 7) g 
Bs a : y, , = 
le SS : ae a 
my & = 
‘ age } ‘eel 
[| Jf | 
im .. iat ; Ys 
eas | make a 
es i © ) o 
be 3 
eo. an ee 
i= mk 
i — a es ne 
‘a ZF Ay e 
mt ZZ ° 4 y a 
i a i SS CL G&S ‘ ) - 
Seen i a f = 7 EN % co f pie 
bette - a“ A : 4 ie) Bs 
ae ‘Ice > \ fi 
ih : 
a a J ( a) 
fl 3 : 4 a 4 N | , 7 S ‘ 
i Sie Pah ) ( ¢ af - 
he “3 a aie, 
‘ aS , A 
oss ‘ } ae, 
; i sie ‘ ee a! 
tu eit c ce ty: > 
aks, es 
eee ‘ue 
f an a : a a 
ae <8 
ue oe ue " a 
oe si 
Sie Mj ieee 
I Bk i L) = 
! A ‘ a 2 
= aN a. <> — 
" ‘ = 2 . gl mes ee 
- en . |} FS S AN Om WAA i eee 
= G aN .¥ Be 
See , 0 4 Shy . 1G. . 
’ J/cm ale , ‘; 7 
- . P | > : 
as ‘ * | Gal . O af . slg 
} Toe : e: or, n ¥ 44 Te eek 
fe = — | OO > aa 
i “oo aan . OW . ee 
+ ad ‘i l —_ ay LA nie = 
a i - 
aa iO . © ce 
Be rR! r oe 
| oe HAO BS rs ae SY Pe We a 
{ eae: | 4 ey 
. § Miya) ¥S \67 . 
Se a V4 at 
4 oN } me 
— ae 
a So 7 
..- ae NA, be 
| Ray ag i soa 
ae (4) ee ids 
: ace 4 a 
‘AeA MY sf nee 
oo ie 
aie i} af 
ee’ | Me 
ces Th - Sisee 
tora Sec, . reas 
Joe eran Q (eos 
} an ; j res 
eS C * — 
a i} as 
b 2 \ = 
oo 2 , iat 
Al Sheree 1 J . Tee 
i Ses j oe ae 
i: pais } Tiat eat 
\ ie > | ] Peete 
{ a —<V/4 Sa 
> ¢ Sy ati 
-— Oyeg 
} 1H a i : 
J = 
ae ey 
, Ae 
i ‘ y 7 | c -— 
zx | 9\9 ns 
{ Pe i LT. 
ia | , A 
ae ; 
ce, ee 
se 7 can 
as —_—~ — i 
: al \ : 
pai ‘ ‘ - ay 
2 y 4 a bx 5 i i . Penishaie oaeeae Sas AR a 4 = : Seiaieety te - : ¥ > u tp: ze ay 

ae a a ey pe 

th the eg 
or why New York’ 

easy wi 


——— 1 ae — — a iia — 
ee = Sr ra =a — 
— 2 a 

eggs in the Jou 

" La en er A Se gee hs Ain oes xe Sa tae Ean ae a ce Oe Nd i had oe pe ia tee tes pane aera poe 3 bgt as Or ou hy i COA S V f eat hes ao AA Darah” oe are ete i a Fe: pees SN ee eee * 
a Wy —* hia .. wie ROP? Gk ent tee OL | ie nine eM mae 8 heal as Bee RAE SS ie 8G ea me a acy ay *, egg ee ‘Peas Peg ee Fa “iy ch Fae stages e es ee Pe Neg 4 ae ide if AEs s _ ee Nee Saiackd see 4 
"42.5 LR, WM Rts oP Pha Saket ki ene ARES tal Cee a eres” ty og he eh ee ee Tl ba petit ited Duinte ca SONS tel ek iaih Cou el a Gr eh tak peat a Saas a ee eee mrt eA a FE a TE eae RE, Tote fh ae Ree gi, ie SPE Wh Pleas ke ae LS Oy ee eta pe 
Fh Ne nese eS Ne ee bie HS ee teeta Cewen Lage aan Wd,» os a aD eer rate a eve a ree Ge ses gate oF oF avin 3 Te AT a edie aap Nee re ere ol ty he aaa i. Ra eta can Loge aan SES sarod als oe ea oe art bata ates ons erate or 
‘ougeaas PE ee oe ere sion “paige tbe Siem Vaan Agme es is Peas Peg BS ae ‘ fg Rs bee sheesh MESES 8 PERM acest yee Bede ate het Lk es eben en a Da ae ‘eatin GREENS a, Fegan tangs He om bya tetas ye be See Tlie eet ea ae eRe ira ee ae ae are ats ee ee a 
i BON aired re Pen at tae, fe ott Wit ae CAP eee haat cys we wig Oi. te” RS Cee MEL FL ie SRE GR St BER iia Mat eee Eo rem i bs Nope, Sr Re ey at oh OM eee Es I ok Ba ea A aie ase a a oR det eo ne big ie eter fa Bea Pa eee ae apes ee EM eI a, 
Obey aR NR a ED rie SEMEN GENTE. 4 See meee oe BE Ce das oa rt ahah ee een ee eee ue ne : Whe ee en ee ee pn hae 
oh cont Ratan a Bh Sh US. Or) OM ee ee. dan A er ee ig OR ae A Oo ae 3 Soar gaat. eee TAR! hi cicie e ieen Ya a “IRA ae i ‘i i i ‘ ? 7S ; ; : i Tee 
Bes: So aS be oes aaa aan sgeliahat lo ae esee Me Scere hey hes it eh co ogi Ong ital Sa aan es : ; ites +e ‘ . wen : : ‘ig 
te ie se Oe ane See cen, ee nae rae ie Sp era a sl ‘ Na iz : ie as : ‘ ila S 
be, A Oe ‘one eh es : : a ale gee en ee Sees Seek ts : ‘ ” oe 
eae: ‘ P nie =a * a ; i : cE ae 2 * i ta 
pois aes ‘ i : 
ee _ : 
i ei } . y 
Z ‘to 
F i in \ 
:| a 
} ; \ 
: } 
; ) 
| im 
| } 
ay a Sas 
in! a pe 
eee b) 
tied cele 
esi es 
ee 4 a : 
a pais a ee 
Pa er vee Boh il sey } 
mi er Be 1a 
asa a By Set toy eee. ! 
“ REET, 2 hee 
im ee ee. cae 
pins soy aa : te a a f) 
4s ey ee ot ee sali ‘ 
AE 2s - ots Berar = 
ig ae eee | 
eke wif vs, oe ‘ 
< ‘he For citi. ia er : _ 
oe ‘ ae ST age hog rae be ; } 
Rica ee Fon, i } 
ee Oa ieee “ ie. if 4 
wee ae ge ag ae ie 
ae ; Te eee ee eas iG 
oe Re a r ne rea et es te ee 
: ae ¥# e eA ae : ee | 
ee Ser ee eee ‘i eee 
’ es ae F = 7 ae bas te . es ee | 
: \ * ea pi J ogee Su r |) ae : 
cine — <_< war 2 Ps ay beret = ae 
rcs — " a  s re ae ee | aye ‘ 
pee aaa ae a Pah, * ¥ ‘ae mE re h 
? : ww a a Die s ,. r # aS de i? hee "i ) 
i “ eas Pays . 7 ihe ; jae ame Bs i ; ae = c i ooo ° 
~ —_ ae. “A © £9 = ae i ;. ene’ f i/ :  - ae 
" ¢ “ Se te 1p oh gas ys ‘ Ps’ ae eae 4 : | _ : 
, Aa VS ot na ee ‘ f Std bib : 4 é ae 2 F : Me a os ‘i 
x « en, war: of: 7 ae’ °i ey Saas % r j pW te ‘pai : 
eS ia : ~S ; . \ ifs j 4 eo: "ode eae Bic é ee bits B ee 
: / “aa P J t j ar ae ae! See ’ ? ig a Ar 
‘ 4 a \ if I i. hee gee a : a e 
fe " ’ 7 i i ’ : a |e 
st. A o —— : Ss : ‘ 7 ae SS ? = oe 
oid " ‘ Fe se Ps % Bie Sea oe os ui \ ect: 
’ ee % ~~ : wes Jif Ae @ vm Cael iy. Rae, le “ines o \ eee ee 
: em ~ , ‘ $ ; j rns ae ee aS «cae le ti aK eet 
i : R ‘ © ~ ‘, a \ “t Fae i i ef a gh le ae hy oil iq ees 
eee i. . : d Hie ; an Leer: 74 Pe j | . 
ee Hite SS : = , Y . ae SLR F Pi eit aati hi i a 
eee . , ; *, Le fi -% BN ee ter me OH é} jo -- ‘| “i % 
age eC aa ay abet F ie i ® Vig ag a ot ig ves gee 
ee _ ge as. . ‘ — > Vp at So. Sake. he ea a 
eee Pare j me an Paden or ‘ . cm ~ ‘ : ' bye , ‘ 4 # me eed 4 4 i ali Pa 
Be Bt er Ee lt ee ng aS ‘\ ‘ : : DR Sh Me MR IEE. ‘- a ae 
ae ay eC] ih oad elt s eas ie: ‘ SS % i q ‘ A Aa 7 ee é oi ae BN ee : ce § y Pee ; 
ie Ce Pe Et ge ee " >. , £ Oa ae eg es iba ¢ Ve 
AS, a Roe a ee es ; hea , : - : ; Ps is ee ge 3% f * ie | 
sam ie ee lig e \\ i Sa ae ee 2 com its Bs. oe 
ete ea! era ey ge bigs is ; et ee ae ‘3 r’ J /f . ee eS 
ea ig Oats . SOS gic hee ge o fos aa : iis Ei 
Bei ee eee om — ; | cg ae ie ras oF : ia fo § ; eat 
a Ngee kt ee a } ’ Seon. Pea ne yo J " Cy ae 2 arr. 
ae : re a ; . eee ye ae ; ii ae 4” nt ee Te, 
- fe me : a P 3 AR gee re ‘ if << FS we | ‘ Pigg ee 
ae by — : i ; . JR alee ra ae f ; " } Se 
ia . bs. ‘ Ab ies RS ay» a : esis 
ee z 3 . - ‘ : Fi sper Split be Las. j oo ee We "| ves ah hays 
met Res ~~ a “~sSN : gece O° a J ' an / ie 
ees re em ~~ _ = Po) ae ; Lb. og a “y ' ae . \ ‘i ake 
Mi, He ey ees LE he oa eae oS eo roof es % f t = 4 4 bese rh 
Pat. ike iA ware ae L scm. a he alti j a Mes Gee St al . ee 
ert 4 avelaae s ee Dice dt ere 8 / aor ae ; ‘is a ae jy 6. j ; 3 ee eae i | Seema 
My ee OS eae sare » ft = , eels os r : ; aoe 2 Aime, 3? tae . a 
«apet ee st i aaa ~ nm pcuatet a ae 4 ts a eee oe ee LU . wT. — - 
i ed eae : - et ‘ : ese Rae pie a oe ‘ : 
oe, DL LFS .. oo ‘i , ‘ , Joe Beas ae : ” et! | ae am 
we ee Lgl - fo it (ds pe ot a * ae 
al ele . : Pa 4 is ey SF « u aa. eat é inet ha eI 
san ila Ys es 6 F ie i. . ~ ‘ at: Fig i r ts a ‘Fay , ae @ 4 rise 
‘ : ae . es, ee aig se ea ; ; . ¥ a sy GG os ae eee ig i eet 
: a is ee Sas TOs ‘ ae Meee es Ui cha eae k $ poem cyt ad Po ae a a 
ener s . pansies *, 6 * oe a oe ae, rt CS .d ane : # ye 2 tes LR OE oer ies a Al 
hen Sea Jo f Seed ‘ he ae Bee aS i NS ron ie £ J ig ‘ pigneene Be os H he 
ae ee fie ~ ae , Pe eee | ae “> _ 
ee "4 : : , re. aes o o_O pe Oy * —," ‘ 
weet rs ff ; lf. ‘a OS re 4, , meee ay ri. J RE OOH Py, ° = ; — OU 
Lae , , ; - . / <a oe ea A «ee 
7 ioe & ~. Pa ee eh eee a beh gE ec ae ae i Reg 1b Tayel deaa, 
Re rete ars si See as Go aa Mf ees ee iS oe 
pa Be /' e, So vr ae 
aoe ‘fl x oe ees A 4 pis me 2 ees pe a Yo ie * é os eee 
Dee o nfs PAO sai) er ae Pc ee ety sf gems |e a a Sa } aon 
Filey” ‘* eee fee : - Bae ae Ee ieaeaey er Meee ihe: er anes Sees i Seat i {4 eae 
as F a ae Mee ere cP Mae  eeN ey pet i ee Se iy | th, scm rage } ee 
ee es gee oe Mee: ee Acetate ot ae : P By a ee ie | Bier ng 
Scare ‘ Ce ee anne ro * , | ee ae re F ; # ; aM ee Cres alte ere eve ss lg ay yl ge ee oe 0 pill ey Ay es 
aor a hie amet ae a 4 5 ooh A ae ea ae Pi : 4 “ 7 ee a ee RMaNes, ts. ae ahi 2 MB ol Sci 2 Ra ae + H ee fins 
pee Som he fy me ee a et “g fs ue a Ear § Rod re a4 ff ian al ze Cena Sa eS ee ae id eee tbe + 1 aaa es 
mee rs a er Pal 2 3 : £. 4 aes aie Pigs ee ee a ae es N ‘ -, , ’ pam CS I. wee ay a onl igen oe eee so or vee c i ——- = pare 
oo Te eee ‘a Mae eee ear y 1, a ate Ben: ase 4 “A See 
‘ Chia tenn eA > ie Sa anise ya seat ot. Serta, suka 3 P ee ey Ses : bo . " oe i? ae ak iq 4 Aegis 
lea. ne ae a a a ie ue he . — — ; : ee f Ai me 
SE ae ‘ * ‘ es as pie & os aie ae ai : se ee wr 4 Be. 
: 4) oe 4 * , * i war a 4 Sie a, 2 ‘eZ p eek : Sr A ee Bae re F ies ey 
te \ aa cam a4 5 stl: ; 34 ; ee 5 peas ne id sen ater if of - ee 
ees ' ae ts “3 a Soemee | her ff " ee , , ic ee aes eae . y 2 i j eae 
i es : bes 4 . “a me ee 2 Bae es a Pd ee ae ae - ee Anes f ied S a mr fh i - i 2 : a 
, 2 Lee Shek 2 ee Cp oo ae mee he ad oe ~ 4 sp h a at e..' aes alice ae f - Fee us: 
: =e oes , , ees ree eRe pas ; ay x, 4 Fel oa ec ; f ; Cee 
Fah Ser cs Uae, ee Soe Hee peacigsk, ha ae - ee a ees a aoe ic sae f - fn ' fi ee: 
: ; : eo e x Bie con ie Wehegcs 2 egy Hee Suse dda need ith €.. = f Tat “ , it & ; ‘ -% | toa a: 
fin a i. : ; Ee a ae ; V3 : -s BS 
oe Ei raat ae ‘ ee on ae, he eg Soe ne a F : A | a ; 
separ ‘ ne ee ees AOS 7 tee, eae '¥ ar o 4 4} - 
oe: : 7 sy em : a a 2 . : ee mn 
: (ot Sa ee Rca . : " H 4 is 
; * hw a in ee oe eer ’ Pee Bis ” t = 
She <a A GP ices ee, a Ras ee j i oe 
he ’ : e Me at ole a al 2 a eke ee , bee beer 
; eee a ee ee Oe eo : : “ otc 
: ee eo, © Cee gee 
Latte d soe a ee i GRR a ce . Ce oes 
ie d ; le eae mr ghee ae , j igre 
ee ae: . eo 
Co ee ee ok Sis ee apes. 4k 
yaaa 2 Le ay ae cia 
fe £5 le rr ~_ Secs ahel 
pel ics xs te 4,4 me ee 
SOLg cine tt ae . . er i Bsc 
tees a ay ia ° ’ dig Pe ine 
De ie i - i \ uate 
Pear ate — ef ae 
ine gees — ‘ | ig 
iyi , — 
eet ay. Beg. aig See 
eo oS Le : ‘ Gena: 
ee ee , - mene 
) pears Bag ee key st, 
Regecaee ee 13) ’ . i i 
sere ac < @¢ % am ; ck Pere oh i 
, : ee — 2 ie % ‘ rs a) 
ote a -— = wa “a # ee : 
-* ie ee a ¥ 
f Bh ‘ - ‘ iy > ak . ce ca y ; ee y: , 
: a ee eh E 
a Lr. Se Bet 
ee 1‘ , ‘ en f F : ; 
. _—. eA . i : 
*  . vf i ; 
boaesd iia } sd a 
i) 4 ®. 5 2 3 ‘i ve 
2 " . ‘ : + , e 
Sher . 3 ~ ? aaa 
ee ee > “yy +? ee ae 
tee t wee ~~ " ig oe 
Be ea 7 = areca 
Sage L eae 
; ‘ ee ete 
a) 13 4 ' + eds ae ; ¥ ES E Rate a 
tein . aan et Bt 7 3 " q A ; = : ca ty Ros PS eet ier 
Nese 5 oe - 3 re ¥ oe hy am ears = hs us j * mh Sat eae, Meee af i ae avg rae i Beran hac bee a pee 
ea nea) ek. . & : ee ; aut 3 eke all Satine JR MP es ee a a I ee eS ae et, Pe awe | ng Ey 


S top grocers put most of their 


NEWSPAPERS love to run up statistics and 

graphs and charts about their leadership in 
all kinds of obscure fields. One leads the town in 
jeweled poodle collar linage. Another leads the 
town in sterling silver anchovy uncurler linage. 
The trouble with these statistics is that darned few 
people buy jeweled poodle collars and sterling 

nal-American shopping basket 

silver anchovy uncurlers. In other words, who 
cares? Everybody, on the other hand, eats, and eats 
every day, and eats several times a day. And the 
fact that the Journal-American has carried more 
retail food advertising than any other paper in New 
York for the past eleven years seems significant. 
There are, of course, very good reasons for this. 

More people who eat read the Journal-American 

than any other nickel paper in New York 

The Journal-American also has the lowest’ milline 
rate (cost per line per million readers who eat) of 
any full-size New York newspaper. That’s why 
the A & P, the Associated Food Stores, the Bohack 
stores, and the Safeway stores — four of the 
town’s biggest grocers — run more linage in the 
Journal-American than anywhere else. And re- 
member, you department store buyers, and man- 

ufacturers, and advertising agencies, people who 
eat also wear hats and shoes and corsets, and also 
sit on sofas and walk on rugs and play on pianos. 
In fact, people who eat do almost all the buying of 
anything there is to buy. And advertisers who 
advertise can therefore profitably advertise almost 
anything there is to advertise in the Journal- 
American. You, too. Hungry? 

Smart advertisers are getting more than they pay 

for in the J-A. 

They’re hitting the J-A J-Ackpot 

ie adel RZ Pig Sig : A ee Ce Pes MTS. Pied od Wiha peek eae Sia aa ne, 1 eae PVRs SEs LS 9. Rar EA Oe if Pies rg es Ce EPS Ao ree Noy REED to St fed oh Ree ROG 9 Sec aE a a Toe PG ere ed Na eM Ns, Votes Nam ANS OEP ae 
Ba ae Sa SPER ce Sie De aah Se Oe ae = . oes Sa Re Site Serge a BAe STs, ox Oe ‘ rate eae ca! se ee Set Le in Wik acGee pts Se ke gee a PANE ee hee ee PNP Eo isis Cay aka tae taal tah ey ome sar) th Rss gad Be SAOSIN ES PAPE Ee ane car “ee 
ofthe De. ama bes igy aoe bier eagle iy Seale NU ACtiaRy Sie oo Cam eC brege aa ua alr 0) SE Mats ea gen Mt OO FE oR eh rc MRR gig (hy Beg hy BRR an ie nee TONS. An age Vy RUSE EM SPEIRS Tr eal eae i a ia | Ue ites Pe Does ec roe i cs a Re age a 
fig, aI ial IR ear Cee pti! ty Mins” eae aM ih Seek ie oi leat 1 ed i Agia ba te Bei ok i take itt oS RR eee yi ge Bite rages STC Rtg has MN ORS ATE Ea tage AC me ee oct me rial g ned gee eee ge acre Lg age May RS og GE ei ee rns tm ee as Peg. a Beg Ss CBIR a ee ec eig ee Ue " Detewe a a ee Sipe eee sree vel Tir ee 
Bo ee eh Sete aay ae Sonera etic tanta fs Peete gt Lk Neb es anaes crt ee ee ey et Rewey ok Pe er oye pak TS eee eer ce Sh sch ae ‘teers ae Ree a a ea es Hel SR Rd, Bas és Re eet ee 5 Re eae ce Ppa a Er erg taint Rage sit Sk Ae 
2 acd Ri Neer ORM ee cegeec tea e AR AML RNR ig Se mn Oe Nala eee opr TMC Bowe et eae Ren OE eR Seireas Paha Re oe Ae he eae Ret nis el oem ee Se RRS aC NT Sia cE Wy ose wh) ie REGEN or er ee ROR IS eee tata rs SN 
Dig ig Oe en nes eee Wri ge cs” eg Ler ee een se et ee PE SL Mein tees RE We FHSS LCE SS reg oC eae Pe ey oe eee 
aay 5 Sg ene ee a iH et eee ty Ge ae ae carne 2 ERs ae Re eg wk sim? ce en eS ated 8 A a ee pea ade or eee “ > ge . : 2 SP ate ian Sein 2 Bee ayuda 2 ams rea Steet : : eae 
ree Peg wart eee a Pll Ce Se a Np reer eras pe Se es i er Be ee : : Cas , ‘ig Peta ae ” : i d zi pes me 
See feet, a Piao oO £ ay a, Fae hs Beg” : ae iene Seal BY ‘ ae ey ae oe ie ; : pass Geet ap oamien a ae ee 2 lee Bae 2g = em 
a Ra ae a % Ora ee eae pits ces ae eee Rene a re i cg fiat BS Sie ey aac ae Fe oc pa el Sak: Ml ann anes ac 
Poa or a ae eh Oat a” cag Gren oe = Peace tye ie Re ye a me ae a ae eee eee ea ar eens eer gen tC ges Tk Geog a Pe aie ay a ee eRe 
Seat ent ee, - e Es ‘ as : . r Sere: oe OW: AB “ aanae ‘ ei. ae Fee, ; ae, rts ‘ = ae <i Ae ‘ i ~ a 
De ke o y ; ; ; = 
Fon tgeus |e 
4 pe! ‘ 
* 4 7 
: | i 
me ‘ 
: \ | ; 
\' Pe 
oo - 
hea 7 
hive’ : 
i? = 
© } 
> % | 
: ! 
7 } 
, a, 
ae aa * 
baie eae Ue ee 
eae wer 
Pi ae ee Sie 
eee oreanies Some 
Wig t cane? espe 
a a mepruee 
i ics, aida aS ea 
Fee cs ~ 
= ey 
h one 
i (i eee rine 
se, rs te ie pees 
hee gs rare 
Been Jaca ee re) i 
ieee ae 4 baa pa 
oe es 
. , # wd fs s 
= Gee lg 
ti \ ea = 
ss fe i eT 
ee. — a ok ee Bet kia 
—E= oe 7 
eee, t7%! ; A is 
‘ et rae. I] 
eee : Pe I 
| eae ‘ . 3 : 
Be aad 
a & sa are 
ee — ‘ : 3 ae % 
EES h ee or) ‘Gare 
ier, ye ee 
a poe 
es 4 slavelgae ape 
li es nee ) ey ae es 
Se ae ’ 
) fier \ F 
ae Se 
‘ ae { oe ai 
ee Becue 
Being ts \ sey 
via ae 
Be ‘ ieee 
i} i tha " oe e 
4 eas: heron’ cre 
‘Bee on 
. } is ten 
ire noe 
ees: ake 
«haa ene 
‘ ge ’ re 
{ Bp Pie ke 
# Rr r a 
ea is 
ie eee a 
i! ee a 
Bou ems a 
Sao ; f 
if i a dah i) \ $ ies 
eae TOS, 
eer \ sia 
Satta ' poe 
t fo ae | 4 — 
ey or i Ree 
a ee 
\ + Pan asin : s =e 
Y a Gi pipe 
is@ . BY : 
a : eas 
ee Ke 
ce ea ay ' a talis 
cae ran. 
| ary: ae 
? : 
| : : , | i? 
mm . 
_ . a 
ae 5 i 
wee i ha B 
ii eet ' » ik 
‘OG at ae b wr Wy 
wae Fs 
a Pe 
eae: Gee 
: * me 
i pet ss , | 4 Piss 
4 {ge t h. ; ian 
Ae } a 
| Lt wr ie 
| oo hh ifitin i 
Ee a te 
Boris at j ze 
Base ar 
i ees ; oe 
ea | ° =) 
au cae 1) aes 
ae : } * ee 
pk 4 4 | ‘ clos 
. an a 
a a oe aa 
{ eh» Nae Ee 
eens j ‘ 
} , f ? boy 
oe a 
UJ a i. ; *. es 
|) ce Wy & 
¥ ge : { 
. ‘ ‘ ait 
ie “ fay 2d 
ot ans — 4 Ee 
ee ; \ xe 
Beet. os 
a ee ye AS 
H oe ec “/ $e: 
ewe) 4 ee 
stk 3 
ges: on 
See = ae 
RS a 
eae | 7 ae 
Fe oem } 
— a S 
eae Sie eae Ts 
iS | 
cae : | Be 
os af 
Bi 3 } 
i a . ’ 
j Re oe Ba, : 
: : % : 7 cs _— 4 4 ere Te 
: : me Ps ¥ a ‘ i oe : 
if : Aiae oye : : ; _ a : 
ig : : ; — 
if | ; - os of " 
* a 4 eh ae ; 3 oe iy i end sil : a J 
®: me } enciaih : z : - 5 ah ‘y err. : FF RE Se anti oere ae + pg, 
ae i ee saan ae ‘ Pee ral eae seat tate eile at ; on cht eartivaresacar seine ag tag — “at ar we eas 
th beer der ee : ; at ae i.e © Te ere ay are, eB a: , ee wee Ty ihe 23: Phe Pee is 
— ; é Vue OF a ae pegs «em HE ; rs a ig ef SF i , : j face ee ‘a a aS Las ‘ is 
> . i ney nade: aera ee aoe ee a ee <. . fk Pree. apy a ett : his i - 3 . Nh ago ap i Sue % ee ae mein; Brot UA Sea RENN ee . tie - . 
pean 2 aa : wes ss Cee — <¢ : 
; 4 ae 4 5 2 ? : 3 ae.) AE eee ee es ‘ : ; ; see : 
t ate -. A eA SE HE _~ oN 
ek, tr 5- ee se = 
= s as Bio ar ad me ie Fas ee ok gy xt he eee : 4 a ¥ ne ye bass eee ois ? i 
ese ~*~ ue 3 PR it Rae OCT ee? ee Ry q CARE Fee te ET ENG | : 
4 siete: tat oe ey “a _ ard 3 : a x. eed rea a ‘ es y i aa = < a ae al s sae} y % ‘ ay :, ; 
eee Pens rite at Lat * 2; ; ’ ms i ae ‘ Ps 4 : # 
| ei : 
ce ‘ 4 : x ke 
ee ee z Peay: 3 of ‘ , . ‘ : E 3 : 4 ¥ met ss ape: ae > be hoe d fae a ae, yes ‘ . * ‘ wie ‘ Y i 7 Be 


ANA Study Finds Weaknesses in 
Merchandising of Firm's Ad Programs 

New York, Aug. 3—Six major} 

conclusions are drawn by the mer- 
chandising committee of the Assn. 

of National Advertisers from its! 

6. There is also a lack of enough 

of the right kind of help from me- 


recent survey on “What Sales and | = The ANA survey provides data 
Advertising Managers Think and) never before available on advertis- 

Do About Merchandising Their | ing managers’ and sales managers’ 

These conclusions | 


1. There is a lack of understand- 
ing of the importance of merchan- 
dising advertising. 

2. Salesmen devote only about 
half the time to merchandising de- 
sired by sales managers. 

3. Not enough money is allo- 
cated to do the job effectively. 

4. Not enough creative effort and 
originality is devoted to merchan- 
dising advertising. 

5. Advertisers receive insuffi- 
cient merchandising help from ad- 
vertising agencies. 

Market Facts 
About Lawyers 

Lawyers ery way above the average, 
have more to spend. They shape clients’ 
opinions, guide decisions Y worth millions 
for countless products and services. Reach 
this key group through CASE AND COM- 
MENT, the bi-monthly lawyers’ magazine. 
Guaranteed controlled circulation — 100,- 
000. Actual 6 mos. average — 122,337 — 
te lawyers, . law professors, 

rs Representativ , 114 EB. 47th an 
New York 17, Plaza 3.5171. 

attitudes and practices in merchan- 
dising advertising. It is based on 
questionnaires returned by 128 ad- 
vertising managers and 82 sales 

|/managers (AA, Aug. 2). 

Lauren K. Hagaman, director of 
advertising and sales promotion, 
Congoleum-Nairn, commenting on 
the survey in the foreword, says: 
“With advertising costs continuing 

to rise is necessary for 

our advertising dollars to work 

harder and more efficiently than 
ever before.” 

The study, he says, “gives, for 
the first time, information about 
| the way a representative group of 
companies in nearly all major in- 
|dustries handle their merchandis- 
ing. The study also provides some 
facts to back up efforts to get 
greater recognition and coopera- 
tion necessary to do this important 
job more effectively,” he adds. 

The survey shows that of the 
responding companies only 46% 
have a special budget for mer- 
chandising the advertising, while 
54% do not. 

The three most frequently used 
methods to tell the sales force 
about the advertising of the an- 
swering companies are general 

The NEWS of the Rockies 

Our retail grocery linage is up 
28.3% first six months. This is on top 

of our biggest year in 1953 

when we 

carried more than a million lines 
(1,000 pages) of retail grocery copy. 

(Media Records) 

sales meetings, distribution of re- 
prints of ads, and bulletins. 

# Seven out of 
managers said tha 
using are coopera’ 
ily. However, the 
“many of those wv’ 
tive answer to t! 
actually only rat 
for the merchar 
offered by most n 

Most advertisin 
that a_ satisfacto: 
done in getting th 
importance of m< 
vertising across tc 
men. But this is 
handled the farth: 
home base. 

Of the 82 sales managers re- 
sponding, all but :1e are currently 
merchandising the advertising pro- 
gram. On the importance of mer- 
chandising, 90% oi the sales man- 
agers consider it very important. 

cen advertising 
nedia they are 
ag satisfactor- 
report says, 
) gave a posi- 
question had 
r faint praise 
using ‘bonuses’ 
managers think 
job is being 
message of the 
-chandising ad- 
neir own sales- 
ess effectively 
it moves from 

® Two-thirds of the sales mana- 
gers responding believe that their 
agencies are sufficiently alert to 
the problem of merchandising the 
advertising, but 21% do not think 
so, 2% give qualified answers, and 
10% failed to answer. 

“There are two basic phases 
to a program of merchandising the 
advertising, one internal and one 
external,” the report says. “The in- 
ternal phase consists of familiar- 
izing your own sales force and dis- 
tributing organization with your 
advertising program. The external 
phase consists of your sales or- 
ganization carrying this program 
out to the trade. 

“All advertising managers who 
returned questionnaires,” the re- 
port says, “are in substantial 
agreement that the success of the 
second phase is predicated on the 
effective execution of the first.” 

# On how merchandising the ad- 
vertising fits into the over-all ad 
budget, 46% of the companies re- 
port that they have a special budg- 
et for merchandising and 54% do 
not. Of these, 18 ad managers esti- 
mated less than 1% of their total 
ad budget was actually spent on 
merchandising the advertising; 38 
estimated 1% to 5%; 13 estimated 
6% to 10%; eight said 11% to 20%; 
and six estimated 21% to 25%. 

In nine out of ten companies the 
advertising manager is charged 
with the responsibility of telling 
the advertising story to the sales 

But this personal participation 
becomes less important as the pro- 
gram moves out of the home office. 
Only 46% of the companies report 
that the advertising manager 
makes the advertising presentation 
to the distributor organization, and 

Advertising Age, August 9, 1954 

no spills on the ffills 

with 2EE napkins 

SIGNS OF FALL—This 24-sheet poster will help Crowx Zellerbach Corp. 

launch its “back to school” and Labor Day promotion for household 

paper products in the West. Postings for the campaign will be seen 

in 68 western markets, and the campaign, prepared by Brisacher, 

Wheeler & Staff, San Francisco, will use newspapers, magazines and 
radio as well as grocery trade publications. 

only 16% that he participates in 
the presentations to the trade. 

@ Only 9% of the ad executives 
who returned questionnaires said 
that they had no problems in con- 
nection with merchandising the 
advertising. Eight per cent did not 
answer the question. 

However, it is brought out, 44% 
said the most acute problem is the 
rising costs of merchandise mate- 
rials; 25% called lack of new ideas 
and new materials the most acute 
problem; 8% said the most acute 
problem was lack of adequate 
agency help, and 48% listed a ‘va- 
riety of other problems, particu- 
larly, lack of organized procedures, 
lack of advance planning, inade- 
quate budgets, lack of manpower 
and too frequent program changes 

The 33-page report contains 
three charts and 15 tables which 
tabulate answers broken down in- 

to 12 major industries plus a mis- 
cellaneous category. The report is 
divided into three major parts: 

1. An analysis of the sales man- 
agers’ and advertising managers’ 

2. Tabulations of the answers to 
some of the most important ques- 

3. Conclusions reached by the 

Sidney Gartield Names Three 

Sidney Garfield & Associates, 
San Francisco, has added three 
members to its staff. James E. 
Ficken, formerly copy director of 
Frederick E. Baker & Associates, 
Seattle, has been named copy di- 
rector. Robert S. Jones, previously 
station manager of the Elroy-Mc- 

.|Caw group of radio stations, has 

been appointed merchandising di- 

rector and Edward Newman has 

joined the production department. 

ce quil y o de en 
point de yue vente en — 
sane) ot reciormes. ce 

* ‘ 
Lo mejor en anuncios y 
exhibiciones que muestran 
oe punto-de-venta, 

*the very best in point-of-sale 
signs and displayers! 



Sales 0 Offices 

Bi cea Mat 

New York, leven, hcg, Tpes, Los Anges an Sn Franc 

eae 7 

ee? Coa es aise? 


TU aye 8 HF ' ae 


* Ae ANOS 


Eee A GE Maint cee car Te eux ps we ae Nes oak : ae hee iets wen be ee OTM Sees AR AON a ee Yee on Pe eae ees Te Pi rg ee MRE Ao MR ha CYS oOo ROME WR CR bact 9 pada RENN Us tig RE NE MS) MR ewe ok wee Pann vt Eo as emg Ogg Ss iS, alee gee eo pate. ne cima cee! Fs hI eg 
mit Ne Role gh Tae ae MM Rye ome A RCT ue! FEET eae ee hae pea Past Pete Maw ec a ate ee RR aig Wmetea gan a ea Ney a te ee as oar cat (ane Garhi pioe suey Waar IC Rtas ie Bree are Me a ST ale URE eM rea a glare Sh | tor uk ite (at IR as BL yc PRGA RA SL yg bee eo LY 
Sat de ae EAN SMS, | 4 Clee NO A aa Mine gc aS aa Te EWS Be Ren OSES RAUL G8 as eM la, Plame F ROrst ata the Gyn ara EM RRR cc AN Tia ty Seen Earn Oath cue gs yy ye ork Sie gM Re Apa Ne ere See iad a NEE 2h at Ekg, Sime APC aad eed 
<i ie oa Fer eRe he Recilae ae Lie, bbc Nien e i. Pay 4 Sis. iain ae yeaa rita ters Sak LC ns Cami Rags ee ee ie eee, nha he eee CROAT Wire trot S8 Genre oT BUR Re AES Se ot gak. ov hae Sian a ER ee rea n ‘4 eet iS foe a Paks Ran 
OPO ERI St ORE Peete es Sea oN es We eae ge ech er ee Hi oe pee aA: guia - aRageN ee: (ee egei st 1a Meena a A oo NO Be ey Lhe a Pater ey ee a ee at eens 
ogden SEES SE ae SE PS aS 8 eT eae Seah Mae te ne teeta oO eee ole eet ol eae eer Ae Se ate SR A Ts te Sa Ne 
Smear ee. Sido tor Ga B 4 mitt pir eee, Nae gh PSA a5 PAREN) PET Te ME athe yet cvek Nese molten, a ‘ an Klos, "aig ea pa Ce eoeaneces erioeres men fees EA pris: LS EA ae wee ee eae ee Lee ade Neer an 
iy ti Se i et 
7, Sy pea 
aes as f 
eC + 4" 
i { 
j i>. : a 
gallina ae bath 1 } 
| . 
} ae bi 
' : P| 
: / § A ; i 
a; ae 
é Smeaill } © 
es §=— ee Si Pp im \ 
i he, if Ricans By 
ee 4> ~ a 
E 7 ‘ ; 
| @ SSS i f 
| & SY AS; 
2c oe 
} ae me > : ; 
| ee os a : } 
: td 1 - | 
SSCS ie 
| ‘ oI 
| J .- q 
i f: 4 
* BY ne 
ts Be re ae 
ex es 
on a ee 
Se ae 
: Sagres 
~ ;F a Tre 
os be > a 
i - 7 
ae { t Ro Sa 
: , ae 
+ ed eee see 
Pa ; — 
ies . Se 
- | | q 2 a . ) 
ee ; po q si = ‘ 
ee | Be Nees 4 
ae ee ae 
ee oie f 
{ Sein { 
| — a 
mee a. ee 
ae 4 a segs - : 
Fath i sae = 
ae ; 4 pera re 
epee libraries. Plus a bonus of 22,693 bulk to f ae 
; law students. Gives you more than double @ | (6h ) 
the circulation of the next legal maga- ss : 
ree zine open to advertising. For samples, | ) er a 
ey more facts, contact CASE AND COM- | i 
ated oN ent 7 ' t vil 
a ce 4 i ie * 
a a his 
a bast q ey a 
saa St ee eae 
ay Ss. k a, 
R eae} f 
7 es =| 
> eee { 4 see | } 
ote ee aaa es; = 4 
Cant eee f 
hoes Be 
ee say Husueaaaae ene 7 orc 
Se, * . Sees $ a oe aa 
fore : = ee 
Ree aoa: 
wae ee : ie £5 
a aiid : 8 4 } iar. oa 
Pes | : = ge 
nie | : ; est. a 
rd ie 3 rE: mes ie 
ae Es et, =— Se las. Pe aaa 
ies Pe oO ee 
tg | | Recomm See aise 55 . aes 
iy et = — =. hs “Ae? Ty. 
3 | I ce ie 3 Sa Renee ; : a ‘ 
| } ea SMa : - 
wi | in any language... © - 
ae tig Reeee, Bs aie 
i". : | 2eeeeemcemcs eee \-/ 4 at 
ae : | caer ‘e 
aay eee : ert 
erent WS . Peis ‘ ENC 
pes Ir ee _ i an mats ~ eS SSS i sient 
Pete of Fi * a ~ % ue! DOS 4 ' ee 
ah y i: er Sirs ts ilies i. Sos Bs f hee ae 
ae al ts ed Soa * Siakhemeeeenees % : i ees 
; ae a : t 4 a te erp Pa uate . i : eee Sate ES : |! Pai: 
a a . : mo Fs ‘ ; aes i Pea bee Baton” | Sean & : Racers 
+ ae aes cn acs e . ; a ae *. p f Seecerereteee series, <* j ‘ee 
b 7 ee fe REM hee al ill - ay Y | Sota, Ro ; | ’ 
gKs awe pins hae On Paes 2 if Bo nes aes ee gage ge. ae, 
alba etmek Sg, ee ae Be te | Rh ©. se ES 
eee NS eh gee nue PURee ae on SER, Gra eee Mee Dire jana Vt cme, treats 0.0 a | Seer 0 ae 
; ey Rae ey rawr oes 3 ol Te naia we ins her a Ae < EMS ear? 2 q : Sey 2 
ake ee dai mer 5 al age NA gan an ARI fan Sg aoc <a tart sae ae ya ia Pasian Sms kee . . i ae 
aoe 2 a a ade - ee es eae Peete tees wh oe re Se See ; a 
ae : site Beg Ro iets a 2 Be eat ar es Pere a Agligh S eae OR et ate has - Bo ae . Sere e “ { : ei fia 
ea: : ay “ ene. oe a .: i ~y ates ME eee ee aeons | ti 6 Ae 
we mes : : Bina ] » | 3 : f 
i ckV Mountain |News (Fle V2) oR . 
By re : : : , ti ahr ge i, Bie wae Soe —_ ] _ ; 
oD dk ei. . Se. Jokes: aes ae Pee one pe ‘ PS Sy’? Sanne coc tae BS ets , foe 
pee Lh Bev, yy-Howard Ec Heuripapes s. DE NV ER Sisiinperc nate Meena se cS aS 
eS 5% ‘ 7 / y ’ 4 4 } FSi Saas se a ethene 3 ‘ i ae ! 
ei oete. * = te 
hee . ae 
Fe eat ae “i 
pA a es: 
Boek et i 
‘tees 4 : ’ re Fs : é : cot : : 5 : » : ‘ on oe Bie Se Pe 3 ra 
aes i Re eater ei ats gh ce em oe Sapcsia 5 Raa EAM cas esa 
cae Ter : oRk ant ar Ce ie ia ae pi ee ae pia ae ee 1. pee Oe ea Saito SS eee ee j gis cote 
shige : eee P Big CI oon Sates aah a agate eeu Ti eee ae : oe mR ar a Coelho f cn ee pe ae 2” Sik. 
sie 3 went. eve Yh te ea wig Net ae Para ri ee sae Ps 
ee hase nin ie : yes Ss ie cae eee: 
coi s eeeueae pee eit bain: tee ee do ee 
mage ei? fe Soe eae adler pisehet ae a ee | alee a ea de 
fet eee te te ee eS, wee ok: Lf ae oleae 
WES Pee’. ea. fp ey Me a etd ae? ie ane 
ene sans Gere inet : boo Se 3 ne ng eae ue 
eee ae 3% ment fe, Be oe Seed se ap! 
Aa aes We Se red eee PEA aa Lai . “ i ee ee eh eee 
ee eis Dee Soe : ee ae 4 a” > tS x ; : ‘a } ae ae Ke 
B2 cs i er eee » pee ag el ae BY 3 - d J : : ; SS a 
es eee “DES Sa ns : a ; is . 
eed bs zo he digs i p>: , [ME pe ae ae ay SSS ainmemnamemananmamacnmmmmnneame suena ascents niet atti AGG aet aia iii iiiiiiaaamemacneusasuassecenmmunanaseacsonanend ss 
ear ; seg ey ; é is — : a 
fhe Ae Bee? Gui eae, ce a ieee ae 3 eee ra Pe ee ‘ a pa | ‘ 
; acta ps iia eo emai ; i te a # ' ae 
> aw Baars ae preeeace pet "i 
Ae ae aaetee — : ¥ ae ; - 
‘ Se eae ates ae * Bay a ; 
seg tN 3) pecs — f : - - 
iy Sele y Spee aoe ies By en s a ; 
Te Ayres attsy od Fe pt eae ae - 
puis Naa ae ‘S v 
r at Lich ta) 18 f 5 a F 
het ha oF i , ; . : 
: id ce ee : es - ; 
See treet be ¥ , : 2 7 5 F. 
FE a TEN RE ar ae | 
Fea eae REN ee Ee “3s a P : 
pil Pacer 3 . 

; fe 3 ee oe 4 a : 
eae ; * ius lit Bee 
mate ; 4) ae ~ eo a 
eit Ee | ‘s a 4 ay . 

et ; AY? wee, sun 
eae - i wg ‘ * A - 
3 ae vt : 2 m : Pa ilies 
ee * = g ‘ aie 
Me é S ms ig 
ae “age 
cae 3 2 ee 
: ce ah fai 
os ye . ~ : A : ade a ‘ me . ‘ sy v ; Sete aA ce 

Whether you’re playing bridge. or playing for 
higher stakes in business, it takes a fourth. 

Financial, production and engineering skills 
don’t pay off unless they’re backed up by the 
fourth skill— Distribution. 

Nobody ever made money in the manufacturing 
business without that fourth skill, which includes 
sales effort. 

Sometimes management loses sight of this. It 

talks of production at a profit, and yet there 
is no profit until goods are sold. 


It would never think of withholding power 
that is needed to get the most out of plant 
capacity. And yet it frequently holds back on 
the power of advertising when it is needed most 
to help Distribution maintain sales and profit 

Today there is new thinking at the management 
level in many companies. Distribution is getting 
priority. The old question “How much can we 
save on advertising ?”’ is being replaced by “How 
can we find more jobs that advertising can do 
to increase sales effectiveness?” 

Have you ever put the question to your adver- 
tising agency that way? Try it. Theirs is the 

fourth skill. 





Vege wide aout nk Meta cia, OR Nt ea. WSO s ash ele ean tomers a bpp eta BA PF ag he RR PUR. Spee nde RO ad Seagate ee et PAF BAR sce eee ee PRR 5 acre cane oes Came A 2 gy SMe eee he ae she 
Rae aa ic aay Ba Bey ee NG seats tere ye ea UCR aga i ea, lak mul dee see ate Bap Ms tee eh Th ipeycass Prae aalaaememen 5 ec lo Wy caste ied cole dap eg PNM Rae 2 a ERS Soe ee ANY dike uc: Seaaes Pee a era ey idle aie on Pam ee ae MRI ade Lena tiers RS 
eT SO Pe cr Ate oy ES i Me od ee han Cy hc as age a Aap TN aoe Ege Tet My: Oe ea ae AO ais a ee hear aa Sapiens heat Ae i, Panwa Reales cig pases MM Ueeiae  c rate a ame US een, ioe a Ge eens cl ay Ve Se age rae: AE Te 
ae cs rece ARS pee Sea ead ey et mele. Tees ad ee oy tie oe ge as Se rt ae TRAC SS Sh Oh ig ens ee a OS sis ten gaa ee ee ees te a ry eee Bs eet 
ee ae Gent ee Sie on aM eee wig eae Lae ; Bie RS Ny STR ee es sr Crile Sully e eed Teh argna Rena Reoah fae" : ss ete's hemes ee ee te 
es es = ie : <n Ch ee ad ite ie ents ae ae ova ng” : Ps Sas: fy woah tt ; “gateoet am oo oie Mesa one ak tl . hed ie ieee eevee ee SINC ‘Ly a a aes aie en pease e ; eaters Dion iat “ok at iy Sais 
Se ee fiat Ses, ‘y da Ao ae vay 1 Soa 
spe ss | 
4 xe i : 
; - | 
i i" | 
A \ 4 
4 7 
| | )) Y \VF "AA 
3 | / fe ' = 
| | Wy y 
4 { R, 
| s\ GX 
i ~ 
ie” { <4 . 
‘ | WN “| AN 
| 4 Ba \ . ~ 
a y = : 
an ee 
> an \ | <a gt ] “ i = 
Pg ee ! . ’ y mn 
i Bey my. 4 | | — oe 
= eit 
ae e — GA 
Bee pane: 
a — q | = ; 1 > sce 
ares | SS —— P| 
a | mee 
I = 
ee ait} a 
eee j Mas Sins 
ee i} ee 
- eit { | rt 
| i 
a cy 
—— i 
bi) . it ; 
lt : . 
a eis 
foo | ae cor 
ae ae ee! 
ame Be 
5 ai a Yi | 7 
i oe Se 
y ve ce z ; > a 
ae: ch ee 
ae Se 
.g we ops ‘\ ee 
Piatt ’ a 
le WA), me 
fo a \cq [X? wy a 
& tage i ~ 1 \\ ‘he ’ x \\ 4 Bie 
nity V7, nV V C) } ) 
ee . Wy +. — 
pe Saba ; WY ° AN Be 
ae 4 ' N a 
if a SEES | ' | \ , \\ ; 
a at ears 1 ! ————— et 
aaa —_ / tl Fe eee 
if ae ioe ——a I} ote 
a; s Ue as QT, WW . 
_ i INCA a ff a “ me 
— LSa—~] ! 
ds } <i S — AS ; ee 
ieee i SS o —~ e eB > ae 
ia Seo i "W i 7 Be 
a; i ‘ bee 
d Sipe ae { yet 
. , E 
a: pas 
} ahaa i . 
ERS ies i ve 
ld Lies . mie 
i gs boas Sip 
ie’ ee pe re 
eae bad ab 
& a a 
* , | A RN Re Ate ANA ARR a em a ae 
= aes he nts 2 ike fg 
i gat: Ce e om \s\ ; ; - wie j A ; 
.s ” ¢ y AN r - a =: Y. a 
ey CWS v4 Pr >. = 
-  * Ba a Qi - eo ‘Se 
wim a a ete ta ~ aA $ g . 3 % 7% \ sips. No “ 
ee ae ae » 7 2 ext ; . \ \s a SG . 8 
ese ea : 4 ‘e .™/. ~ % on \ ye oe + oot 
aie —_— «, “4 ‘ Fay ; IN - _~ aie wes = 
ee és . pag eg 4 iat a f , f . : 4+ - F ‘ gs* wt 2.6 ee te As oe i ss ae 
z : age zt) Bee tctan ae a ‘ | ay ; . : ” \ wen. yen ae Bp nar 
; : - ck me 3 ‘ , r ~ ‘ Ot, OA ae. , - Gs . ez 
Pall a ‘ . “a pe f Nw %, a _ ae en — | 
; , ie _ yp, ? bas OE Ss se - 7 
ae a a - ; Se ie A. PSS ESS | : 
* uy be. ei : a Se aa Bares % = ‘< ‘ 
\ _ ae | a en en i eats 3 aie Sessa Sogn A, cote. 
. I se ‘i , 2 me ae ear : 2 rar «* : C = pe + ers = , 5 ene $ pay ; ace ‘ j cee 


On the International Scene... | 

Auto Sales War EngulfsEuropeas 
Production Reaches Record Levels 

By Milt Moskowitz 

Lonpon, Aug. 4—Automobile 
production—generally a good eco- 
nomic indicator—is today soaring | 
to unprecedented heights in Eu-| 

Mid-year reports from Britain, 
Germany, France and Italy show) 
that car plants are working at top| 
capacity. All production records | 
will go by the boards in 1954. In 
addition, many firms have expan- 
sion programs in the works, prom- 
ising an even greater output in the 
years to come. 

The car boom has led to increas- 
ingly crowded roads and the in- 
evitable traffic problems. It has 
also resulted in fierce competition 
among producers in “open” mar- 
kets such as Denmark, Switzer- 
land, Sweden and Belgium (coun- 
tries without auto industries of 
their own). 

® The pace-setter in this produc- 
tion race continues to be the Brit- 
ish motor industry, which last year 
reached a record output of 595,000 
cars. In the first six months of 
this year British manufacturers 
turned out 379,480 cars, 100,000 
more than in the first six months 
of 1953 and more than the entire 
1948 output. 

Despite stiffening competition 
and a slackening of demand in the 
U. S., Britain has been able to ex- 
port half of her production this 
year. Sales to the U. S. were re- 
ported at 14,359 cars from Janu- 
ary through June, compared to 17,- 
615 in the same period last year. 
However, Australia eased her im- 
port restrictions and took 43,855 
British cars, compared to 22,501 in 
the first half of 1953. And Sweden 
also doubled her imports of British 
cars, from 11,155 to 22,637. 

British car exports this year are 
thus 25% up on 1953. The U. S., 
which once was the leading 
buyer of British cars, has now slip- 
ped to fourth place behind Aus- 
tralia, Sweden and New Zealand. 

s Meanwhile, German manufac- 
turers have not been idle. West 
German production in the first 
five months of 1954 totaled 264,659 
cars, against 176,379 in the same 
period last year. Exports rose by 
65%. Germany is exporting 41% 
of her production. 

German car makes are now the 
leading sellers in Belgium, Switz- 
erland, Netherlands and Austria. 
Britain is a strong second in these 
markets. In Denmark and Sweden, 
the race is nip-and-tuck. 

German-British rivalry on the 
Continent is a heated affair, with 
every known sales trick being ex- 
ploited. At one point, Volkswagen 
reduced its export prices, and 
within a week British Ford fol- 
lowed suit. 

Part ef the sales battle is being 
fought out on the racing circuits. 
The German Mercedes returned to 
racing competition this year, won 
its first start and then failed mis- 
erably in its second outing. British 
hopes rest on the Jaguar, which 
has a creditable record in interna- 
tional races. 

s French and Italian producers 
are also sharing in this expanding 
market. France has reported a 
76% increase in car exports this 
year. Italy, which hit a record 
production of 143,000 cars last 
year, has boosted automobile ex- 
ports by 30%. 

As Europe forges ahead in au- 
tomobile production, some not un- 

'ready account for more than 60% 

expected trends are developing. 
There is a decided drift toward) 
consolidation, with the larger firms | 
handling a greater and greater, 

share of total output. In Europe, | 
as in America, the future looks} 
dark for the small independent car 

In Britain, two companies al- 

| ‘ 
| = 

of total production. Biggest in the} 
field is the British Motor Corp., re-| 
sult of the Austin-Nuffield merger. 
BMC ranks as the largest car-pro- 
ducing combine outside of the 
United States. It makes the Aus- 
tin, MG and Morris cars. 


this battery- 
powered summer display for An- 
heuser-Busch, the voat rocks back 
and forth and the fishing line held 
by the girl pulls in its catch, the 
Budweiser flying wing. 

® Ford Motor Co. Ltd., which 
makes one out of four British cars, 
is another giant. It has the largest 
car factory in Europe at Dagen- 
ham, outside London; production 
is at the rate of 1,000 a day. In the 
past year Ford acquired Briggs 
Motor Bodies and is currently 
spending $40,000,000 on expansion. 

Henry Ford II recently paid a 
visit to Europe and there were 
some significant consequences. In 
France, it was announced that the 
Simca and French Ford companies 
plan to merge. French Ford, which 
makes the Vedette, accounts for 
less than 10% of total French pro- 
duction. But the Simca-Ford com- 
bine will be the biggest car pro- 
ducer in the country outside of the 
nationalized Renault firm. 

Mr. Ford later went to Germany, 
where new expansion plans were 
announced for the Ford works at 
Cologne. This plant has a theoreti- 
cal capacity of 160 cars a day. 
Three shifts a day are now turn- 
ing out 250 cars. 

Commercial TV 
Okayed; Britain 
Eyes New Medium 

Some Fear Sponsored 
Video Will Be Flooded 
with American TV Films 

LONDON, Aug. 3—Amidst cries 
that. Britain will become a dump- 
ing ground for American tv films, 
the government’s commercial tel- 
evision bill became the law of the 
land last week. 

The bill received the Royal As- 
sent on Friday as Parliament ad- 
journed for the summer recess. 

Passage of the bill, after a year 
of protracted debates in Parlia- 
ment, breaks the monopoly of the 
British Broadcasting Corp., a gov- 
ernment-owned corporation. 

# Another big contributor to— 
and beneficiary of—the European 
car boom is General Motors Corp. 
GM’s Opel works at Frankfurt has 
announced a $50,000,000 expansion 
program, and this has been called 
“the largest single investment in 
the history of the German car in- 

The plan is to raise the Opel 
output from the present 600 cars 
a day to 1,000 within two years. 
Floor space is to be increased by 
36% and the number of employes 
from 24,000 to 34,000. GM’s British 
subsidiary, Vauxhall Motors, is al- 
so expanding. Current Vauxhall 
output is 6,400 cars a month. 

Next to the British Ford plant, 
Europe’s biggest car factory is the 
Volkswagen works at Wolfsburg, 
Germany. Volkswagen output 
leaped from 46,000 in 1949 to 180,- 
000 last year. A third production 
line has just gone into operation 
at Wolfsburg, boosting capacity to 
1,000 cars per day. 

= It means the start of a new tel- 
evision system, one which will be 
supported entirely by advertising. 
Commercial programs are expected 
to start by next summer. 

While advertising is being coun- 
tenanced for the first time in Brit- 
ish broadcasting history, the gov- 
ernment will keep a firm rein on 
the operation. Another public cor- 
poration—the Independent Televi- 
sion Authority—is being created to 
run commercial television. 

ITA will own all the broadcast- 
ing facilities, renting them to pro- 
gram-producing companies. These 
companies will present the pro- 
grams and sell time to advertis- 
ers. A strict code of practices will 
govern the entire setup. 

Commercial television in Britain 
will thus be a halfway house be- 
tween government and private en- 

ws The Volkswagen company is an 
aggressive seller. British motor ex- 
perts emphasize that the German 
success in European markets is due 
not to any mechanical superiority, 
but to selling superiority. Volks- 
wagen is particularly noted for its 
strong merchandising of after- 
sales service. 

The head of the Volkswagen firm 
is Heinz Nordhoff, a mass produc- 
tion expert who before the war 
managed General Motors’ truck- 
producing factory at Brandenburg 
in East Germany. The sturdy lit- 
tle Volkswagen, with its air-cooled 

® The launching of commercial 
television is a significant step for 
British advertising. It presents ad- 
vertisers with a new medium, and 
there is no doubt that it will be a 
major one. There are already 3,- 
500,000 tv homes in Britain. 
Agencies here have been very 
active recently preparing for the 
new medium. Tv departments have 
been formed and many admen are 
engine in the rear, does not sell on| boning up on the techniques of 
looks. Volkswagen salesmen stress | television advertising. Several 
its reliability and durability. Mr. | companies have gone into business 
Nordhoff explains his philosophy | to produce commercials. 
as follows: Laborites fought against the tv 
“I shall never follow the fashion | bill up to the last minute. On Tues- 
day, when final amendments were 

of bringing out a new model every 
year, as though I was in the haute! being considered in the House of 
Commons, Herbert Morrison 

couture business. A Volkswagen 

looks the same whether it is one| moved that the bill be shelved for 
year old or three, so our cus-| three months. Supporting him, Sir 
Leslie Plummer claimed that 

tomers need not be afraid that 
their Volkswagen will be dated by|neither advertisers nor agencies 
were ready for commercial televi- 

next year.” 

sion. He said: 

“For a year now they have been 
confused and bemused by the 
alterations to the bill. It would be 
deplorable if they have to rely 
simply on the canned television 
programs that are waiting on the 
quays in New York.” 

Mr. Morrison’s motion was re- 
jected, 260 to 225. 

#® One amendment supported by 
the government and passed by 
Parliament states that a “proper 
proportion” of programs should be 
of British origin and of British 
performance. Labor M.P.s tried to 
strengthen this amendment by 
moving that at least 80% of the 
programs be British. 

Laborite Christopher Mayhew 
said unless there were some such 
stipulation, Britain would become 
“a kind of refuse bin for the 
American television film indus- 

Advertising Age, August 9, 1954 

David Gammans, assistant post- 
master-general, and government 
wheelhorse in the tv debates, ar- 
gued against the Labor motion. He 
said the government wanted to 
protect British artists and techni- 
cians “from the risk of the dump- 
ing of American programs,” but 
it also wanted to avoid a “narrow 

= He added that the application 
of a quota system would also be 
“asking for retaliation from other 
countries.” The Labor motion was 
defeated, 268 to 235, closing the 
Parliamentary debate on the bill. 
Aside from its domestic effect, 
British commercial tv may have a 
big influence on other European 
countries. France, Italy and West 
Germany have all been finding 
television an expensive proposi- 
tion and development has been 
slow. The British solution might 
give the lead to further commercial 
experiments on the Continent. 

British Advertisers Get New Statistical 
Tool: Biggest Readership Study Made So Far 

Lonpon, Aug. 4—The British 
advertising industry has a hefty 
new tool at its disposal—a reader- 
ship survey more comprehensive 
than any previously conducted in 
this country. 

Publication of the survey last 
week was called a “red letter day” 
for the industry. Entitled “National 
Readership Survey,” it is being 
offered here for ten guineas 

The study was jointly sponsored 
by the nation’s advertising agencies 
and publishers. The publishers put 
up the funds, and the agencies’ or- 

ganization, the Incorporated Prac- | 

titioners in Advertising, published 
the work. 

= Up to now, the most extensive 
readership study available in Brit- 
ain has been the one put out an- 
nually by the Hulton Press pub- 

lishing house. This has proved to| 

be extremely valuable, but the 

new study is far more compre- | 

The survey covers readership of 

chester Guardian have cars, how 
|many have tv sets, how many 
‘smoke, how many drink, how 
/many are employed housewives 
_—and so on. 

| @ There are also duplication tables 
to show which combination of pa- 
|pers will give the greatest read- 
ership and how “exclusive” a 
| particular paper’s readership is. 

| Some of the highlights of the 
| survey are: 

(@ Some 30,139,000 persons—81% 
|of the estimated adult population 
—read the nine national morning 
| newspapers. 

e The 11 naticnal Sunday papers 
have a combined readership of 33,- 
| 887,000—91% coverage. 

e Ten general weekly magazines 
|have a readership of 26,982,000. 

|@ Eight women’s weeklies reach 
'a total of 12,818,000. 

|@ The most widely read publica- 
tion is the Sunday paper, News of 

127 newspapers and 38 magazines.|the World, which is seen by 20,- 
In addition to giving circulation | 315,000 persons. Next is the Radio 
and aggregate readership figures, Times, a weekly program guide 
it contains profiles of readers,|published by the British Broad- 
There are breakdowns by region,|casting Corp., which is read by 
class and income. Pages and pages | 19.062,000. 
of tables can tell the adman all} The survey used the random 
kinds of interesting facts about! sampling method. A field staff of 
the readers of each of these publi-| 584 persons conducted 16,594 in- 
cations. terviews between Oct. 5 and Dec. 
You can, for instance, find out! 13, 1953. Only adults (aged 16 and 

how many readers of the Man-_| over) were included in the sample. 

Tariff Hike Brings 
Swiss Watch Market 
Plans Under Review 

Abram M. Sneider, president of 
A. M. Sneider & Co., New York, 
has arrived here for talks with 
officials of the Suter Watch Co., 
whose account he handles in the 

The agency chief reached Switz- 
erland along with the news that 
President Eisenhower had ordered 
a 50% tariff increase on Swiss 
watches and movements. Market- 
ing of Suter watches will be re- 
viewed here in the light of this 

The President’s decision got a 
bitter reception here. Maurice 
Vaucher, president of the Swiss 
Federation of Watch Manufactur- 
ers, called it a blow against “the 
very heart of Switzerland’s na- 
tional economy.’ He = said _ it 

are decreased, they will be buying 
less “food, tobacco, cars, machin- 
ery, household appliances and 
_other products” from U. S. farm- 
}ers and manufacturers. 

® (The tariff hike was also viewed 
with alarm in London, since Brit- 
ish manufacturers have been mak- 
ing a determined effort to sell in 
the American market. The Finan- 
cial Times said the decision “tends 
to underline once more the con- 
tradiction in the American belief 
in free competition.” The paper 
added: “It is to be hoped that 
President Eisenhower’s doubts 
about the wisdom of the decision 
will crystallize into remedial ac- 
tion before any permanent harm 
has occurred.”’) 

_ Mr. Sneider flew to Switzerland 
from London, where he had met 
| with sales directors of Baracuta 
(Clothiers) Ltd., another one of 
his accounts. He told AA that in 
the past four years Baracuta has 
tripled its advertising expendi- 

“marks the first decisive break| tures in the United States, with 
in our historic trade partnership| the result that Baracuta now sells 
with the American people, dating, more raincoats in America than 
back to 1850 when the Treaty of|all other English firms combined. 
Friendship and Commerce was) The big loser in this sales fight 
signed.” has been Burberry, which recently 

The Swiss also pointed out 1 admitted having market diffi- 
if their watch sales in America’ culties. 

eS Sy yp See | es id ate ate aetit ; j pe oe Ni SAS eit Ss MN a ie UE aa PB eS Sete Maio oe Ce oe nin Rare fie es Spste ale AB yg ue Ba Sey We See es oe Ae Pee aA ERECT ME Socane Lee AER, SRE AT SD Tics Puan en Sia a ae Bea Ee De Alam plc Poe EEN Y ir Sian Stan 9 es UNE rar ie oe ae : 
FAR CE aah ie, air aty t ‘ ae Gia altant, 58 reek is Tre See S RA Net ae s asd ides as OO ta ne Ske ver See RRND lente Ph as 7 ER dept 2 es ae os Scio DOME Cy eae De ae i Sa re a. a Mat AONE Rata SY gta rR esa > ea er et pre Rage Ae ares 
SAR Ne eg hes ie he ge GOP aa ee too oT eM pea SSO AL ae Heae gate, Warne coy gla) a AM MESA eS aA RG wero hie Get eam Se Maen ree Rane SFO SERIES ROT SE otleeue as ae ee re Sue at Sie Re oy, See oe ok did & si Eas ele pak, Silay ee) eae gee e rere ia aah Gea Bee 
ne Pea Naima peg ae iss Fe SUS A Co, Seam UME SF a CGAL eee Maen 1.0 RE LRN OL ltt oe fobs Ou HM OE fiecp Com rE Whig. = yaneny oe cel er ene Meee Ne in, ge, Oar Pe eer cy cee 
di oa oc see aaes rhs a ia mens aMe  ak IS ae ee Ba aka Be ean ATM 8k S BON cnn ea eR Ne RIERS CT] 8 Rae eI ae Pigs Bee a ee gh car tee ie Sw NG aga SEAT a heft Aaa OU, eee ee nap ed aire ert eee en Ree ie, pet OS eg mee ee RAE thet 
es Be OR ieee ae hr oe RE ORG aT Se se a 4 Shears Sas a ns ee ae lee MRR eer a Bird te av ibek hg: ae aaa ae ee ere, ate ese eae Ce CS nate se ee Oe ie opt Re oe OR ee arena Biigs Nester Reh a ee Net Me roe 8 gee OM oo 
PMR) GL Sys SES gy ieeeiaienger b Oi kao arate fe. cepa egies Sete ae Powe pow ahi tS aay cara cond “; URES Dice itn a use ape, Val moet es co ee pieicane a EOE 5 une a ete pie 2a elm Suen sah dae een EG: TY ea an eR * Bae fn NE en | he 
eae Tara eg Cae Nic re ge an Aaa ey NR Baa So Sate oe hep agra co ae aaa ce En ee oe ie eee si ea AM cae fn. 
et PLES DRI ee PN E Ree : i! 6) pl sh sie ; B : pk eee i aa . $ ‘ i _ ae ah ee 
ne ihn ce No oes : aS Picar e 4 A : 7 . ‘ 3 ae AS cigs & 
cea 5 Sx, fe Ex ‘ . » . ° A . y ad ye ee Seg i 
tee oe ann 
ser, ; cast Fes ieee ee 
. . : » el 
« ff 
; . , : ‘ 
| ee | | 
‘ i } 
; : 
fois as ° ae 
——— i" “es i a | 
eee me 9800 WHO LOW pH . : : 
ia Poe . . 
‘ _ = a " | : 7 
ie » : ; le 
~~ - ; . : 
. 4 Fina ; r ' 
a e : °) Gti ; 
. ") ° , = 
ont gel er. ¥ i a # 
Ere s a: %* ‘ a +2 | é 
pel aaaaticel OB? m s a a 
WS. ays ae me  . } ia 
, Ses 2 SESS * = 
‘ ea eee Bed... toa i 
7 = oe * ee a * 1“ r 4 4 
ug Re ae fee x 7 7 - 
jg eeu Oe a ' a 
eRe se te é . 
RS. Kae aad os ee Mn eet ql i 
: ee “t 2 | . 
Sa then is, 7 pe | . 
ere. 4 
ir meets | = Racha 
ee J —— ° ° es 
Lk Fate we * } 
eS. me 
: | he ee ip ' pisger . a 
he es De baie parts : 
: OF ig Lal ‘ ' 
Bator oe | 
~~ eel he ro 
% ore eel gta % ¢ ty 
3 nd a eee ay 
Pei = : met = jeeiee _ ; 
eine big. <I ia : 
4 his acct! by 4 | | ' ‘ i 
; ., _, = ——_ { 
ae t | é 7 os 
poe | ' ai : 
"be 98 me” 
aoe ee | 
ae ae 
i ee : K 
a i i aca 
i Sei eae 
* i eee 
a Nii st 
"3 — oe 
ars | { a a 
ans / i} ec) 
a Airside Risks. 
es cia 
Ser eee 
as ae | = or 
ae Gen 
ae SS ] BS <5 
pe | ee 
Rees tiga eee 
2 aa — cae 
ee, zs 
ag 5 ie , 
. Sse 
+ 4 
a ie ue nae es psi 
: ieee 
Ma . 5] 
i iis 
aoe } ae aoe 
* aioe, Re. 
aN igee Be he 
hae | | } { ce yb Rig 
wi if : 
ie. ii ae 
‘l | ae 
eee = 5 
ates se 
ee | RE ae 
" ce ae é eva 
“i ae 
ae } diese 
st oy ae 
? : ' oe ae 
oo : a5 
a Ms 
au \ tomers 
Nhe Bees 
ee iofae lta, 
a VRE aes 
et Hee Ashpalt 
sige o { ee 
Z oe haere 
eer. «ee 
° ae i ara a 4 
a ee 
aoa me 
ee i RE 
re } | Sta 
Se | » gees 
] a , 
se | t A vem 
Ls 2 eer. + ee 
et, es 
Pehla j foo 
ree ot 
Ga: tore er ot 
fs Pang os 
a ens i ee 
sorte MH aan 
esi ei) 
BS . eee cr 
2 his: we Eg 
oes: 7} alba) 
; ; Be Se yc 
¢ i mites Y 
ip — 4 
se ; 
buena i é 
Cd oe a : 
ieee ae ith 
eee ee ee 
Vee ie! ie 
Se oe Fe eae 
f t 4 ie ai 
cigs» ae 
: es aon 
pais ica 
ee : * had 
- Re Rae: 
% eas % 
inte ys 
be = 2 es ori) 
PE Ane eae 
a Epa 
Bree ee 
Hef =, ee 
ae, Deane 
Ce Boa 
> 2 
‘ul iia 
eee faa 
hi Ad aeees 
i; Piles 
= i its ete 
( ‘ = ne 
"S i , = pega 
rae ; tat eae 
ee. 2 s ve 
‘ . a 3a 
a F " ’ 4 A be 7 ry gi a * P ge Bakes Be lke at Son zs “4 : J ae 2 ‘ . 
° Lites : ee wae a ies J eee oh ke eee ¥ = io si $ x . i yee é xe es ‘ E : 
eee 4. ee as be Ki See Ay SF “i CW air RBs age Soak g ae eg at ah oe ¥ tn aaa Ce x Foe 23 a €, or eras a Bai op ee ie geten s\ t a0 Sw i Sane ty bes Peete bt . Ronis Fh a as ms aa EIN ee 


... at 16, he’s Assistant General Manager 
and a member of the Board of Directors! 

This board 
of directors 
meets three 
times daily. 

The Midwest farmer’s son is like any 
other red-blooded American boy except 
that he gets a much earlier start in busi- 
ness. At 16, his years of on-the-job train- 
ing and sharing in the problems and 
profits of the enterprise make him well- 
qualified to take over any phase of farm 

Farming differs from most city busi- 
nesses only in that home and office are 
operated together. All members of the 


family hold seats on the board of direc- 
tors, at meetings held three times daily. 

Your sales message is delivered to 
1,293,663 of these boards of directors 
through their Midwest Unit Farm Paper 
—the localized farm publication that 



Buy the Unit, serving the richest farm 

market in the world—where incomes are 

twice the U.S. farm average. One order, 

one plate at a saving in rates of up to 15%. 
* * * 

SALES OFFICES AT: 250 Park Avenue, New York 

17 ...59 East Madison St., Chicago 3... Russ 

Building, San Francisco 4 . . . 643 South Flower 
St., Los Angeles 17. 


Wa gs PEER 

It°s time to be SELECTIVE 
in Farm Market Advertising 






me 4% 




Supervised by 
the Minneapolis office of 
Batten, Barton, Durstine 
& Osborn, Inc. 

Write for your copy of this new survey for 
convincing facts and proof that it’s time to 
be selective in your Midwest farm market 
advertising . . . Tells you how you can most 
effectively deliver your sales message to 
1,293,663 farm families—9 out of 10—in 
this richest farm market in the world. 





ie a >. 
NaF, Mig oe Cee ea Ra eee Pe aS on ew a. wr &. 
Nee Se Vege SER E IRe he soke ES ad i meas aerator Sia 4 deka SAID agree, RaW lait cre Bee gaa par ht iar pe b Oo eae ie a * 
gig baa eye ed: oi: Vie ae Na ade Thi Pare ay toe ~ eau ir Wome eat a Re OA/SEL Atta 1 eg aba eR BP Mean De era UL = tcl ae, 0S a eR a ee ea 
So oy ea gn Mee ears TOR Rtn crea re Si artis CAA AE OR ee gh eae Reh ge Re hart air gia ago Praeger RU eae Re Seas ea gee Na taoc ey NOR Sb Beye OTC Rada ads ucas a Mi RMN aa RELL , -., 
age r: ret Rie ee pare fa bli ed oie owe. hog aM. nuts Pag Pe aie gee Ree sae et Se is Poeiaet ee Maio a piety Sot Leb wae en ip nae Sarat He ae eK Pm, ae tan Sage ee Bes Bi Re aiicn ame ee Oe Beale Sek La, thwart Set SSRI COPS ae a 
so a ASE ice be RR ee SRA Sag ria Shae aipeg kts BAN or Aintiier conta 1 sot ita amg at ae Pere pas cia ere Cy eae crt Sas oie Garren CAR eR ek ca tea cto) ce Se RE WA 53) ide Arete He Tea eee AES oR fy BERG ip Pi Neem be NY 2 ra De ue rie Geral Ree a i 
A Se ge Se Se ea aL ae Oly Dee pe tis Ce a Meh opy a eg aR eer Arete ee ara ay sh ies Una mars o> re On iss as rie ee Spa OY ng Gio rw aA aia Se aoe fu ae LATENT of Cate OMA HSS S Ye FOUN, GUE ea LO RT ae eae tee Ste Th 8 Eee 
Vig PE Ee ari CAs Pa ont gta Wane oo SOeeR ote aN aR Ge Sas Pats. oe ae seat tS WR sa oa a aa ens ee Pe, er: ata Nene tae ERY so ado A SOR eet tg el a ok puiuiieten a ant eae Rao OR ye Rieti: S Ba ae 
Se erat gate Demers aN Cy Amel ld Dias i Sse ag Ee ee at et eR eee OL fa eee a: Seas 8 Sa O ae SE Sue BAO page erste Let ase wae OS ee eT Salat Naan | eee Gantt “SNe aie aa Renan ig) Ac es Ve 
Ede kK eae” arnt ee os me, Pe Al ra Re ey es £O8 22 GE Cpe ae ees a os LE Grgian area ies Ss wt eae” hay OST ae aS Tce ete eee aaa a ret ide GME gale os, Oe ammneran ecaan hag Goes x de hey righ «ese Bere 4 ort tee is ee CP a {aloe ae nse 
des Hy ere i rs Eco or a eae i Ae. Segoe ee eae : ra ae SE ee ey ee ee ee eee ge we Oem SSS wt a tame rgs noe ae Se RC aaa NC a oem ae he 
ER ae ae oe meme ais rag OR as Teme aS sae le eae PRG eee ee as oe ee aN Oe yin eee. a 
ma . ; cle Tis ee So nh ; Wes po Sn ae 9 ee ey ee cee al er tes eat eke at: Bae as SO. Maes Beant (ae Gp detied oP 
eae 3 OEE % : ; ah ee ae a ee be ie Pig Sige i EIN <! pe a Seal gh AS oo aay ia 2 Sa aad Se” ‘ ; ; pai ay rua ic gecay cea 
te ‘t « ; Fp Par gi, Bees Sie Serta Fes ee NL OF rai mae i ae ck te faeces + Hay SS tt ge ns 9 Se ee ere te 
; te ‘ Piers Cte depen Te eer. ENR Og of ee At a ee aap 
| ; a a +4 iS > 
, - ° . 
A q } 
‘ i 
7 ‘ i} { x eos oe ak , R ig ‘ aS Xe des ati — : —n 
2 Be ae ee a > an 3 22) Sea a a =e iii “Sa p 
We { | m RES ae ioe “ 3 YS ae - ae N SN . Sa : EN 
" Se ee Ba ay % Se noe ‘ = wes, AS Se SS Ra a we ° 3 
. — wetete ud 4 eee eee Ne 
: + | ee Fe ee “eee ee al te Ree Re Ss See Rag : Re 
- Bee. OK a RR — Meg . _ on —_— ae i: oii Gd ‘ SAS Ley RS aS Sa ae Sok SE . m * 
: { Bc FSS ca . ‘oan eo : Sere oe ee 2 Re eke a RS % as : ess : s 
; = a s 2 mS oe Saeeee es ee A See eS : desk ERNS ee RES ES — 4 
: Ps eS s $ ; e es as Se wee RENE RSS SSE RE RGR Se SCARS SS Sy KH! 
idleas . ast ‘ a * Ro Sa . SSS . BSS RS ie Ne ‘ > 
: ae ae BR gatas oie . eee . . SS 
- ' * oe . i REE , ek aR Ba aT, . WS. - ‘ . s ae 
| ae é... ae PED ee aN 6 ES a \ eS eae 2 i ig i ‘+ = Re So VS “a: a a ; ee SS 
PR aaa eS ite Bs. ‘“ bd ES : a sa ill — <8 | a P ss > “ sais Rs 
\ Bg Ss ae a ie en a oliss as ee SS My : a sas Beek Ss. S Sa . eck ra x My Rs > SSS 
2 fs CELLS - = : ek a se rd re: roo Sage —— ‘an S OR et oak Ree . aa Se = 
tae waits é ee ed uexays ey ee => . ee got 33 oN Pew RS : * Wee’ . Ss SEAT A ies . — Ro Soe. 
a es Saag. Septet. — pe a ie ee .. = ro . : * — she SS. ee : ae : ak 
Be ee eB as al pc A eer Sa . es . = . 
OO ee a lr — — — = ' Se alates ee Spat Sains EEE at ws <r SE - 
: : — ote ye a eae >». * — . Ss. Hee ee ee Bast SN _. By is . re 
" «iia SP a cd REE eae es a -~_- 0 al o> SNE : Vo SR tia! Sa Fs . a Re . Boas a pee 
A \ Pei hes es Ys. i Oke Fee 4 inn “S fs ge ee ne at 5 i oa ‘ ae . i ss he RE ‘. gg : : ¥ . 9 
TER ree ae ey ek ea RM Se * at “ tt ne ae Se ae 6 Bs RS elias SORE, a ~ eR ey SRS vn = Sa Sea. aed ee Se Sak % 
{ pi ee — iil — oe Se ny ane yeti 
| men dil 2 R . _ > S s > ph eaieaee hee a % a rng hi . : 
; { ee ue - a Re oe P SS s : : ~— * . ‘ maaan aie! = : Axi ore sf ae rs ee 
‘ { 2 ‘ F F — ; a Bs an a 
: ff * ie ee — é om = BA. .cigs : ee = , ‘ se ee Ge ce . 7 : 
} ‘ i $s nts ea oe sy —— . ee ks . Seas - iy : 
: . F BRE oa : : Bee Bs ee " eae Soe a 7 
' or : ; : 4 , . Oe é eR : pam tna 
- Fes = ide es ge seston oe ee oe —— bee Sear Be ee ee < Sa Bek AS ee t. 
fel Me ee ee a SER es — aa Peer inte eee ~e EE EON Rai. 
wet, i: eae ie koamenwr SRE, $ : ES ae ¢ pa OO ee et ae es os go SS Sate . 
Ox Set a Seo sina ee Bo Rc i a a te ate om ss | ees is Sala Pe ee ok es . See oe ae Mes 
er ee ae ee er a Te — ee ee. pre Ss Ao eee Bik ce 
placate ea! } Be, Be Oe ce Se i ae — an er Or re es . Bo oe oe pannel oS 
Zoe rae j ‘ee eS Co ae gee ok! fa, 8° 8 - sill : Siu eae ae oe Pie ae . —_— * 
pee op ‘ 2 es a ‘ —— oe ~ . as y oa 
i ibe a | ace PR POORER is Ra Fee ee Segoe: Ret Bo a 3 ee = wi a ee re si ae ea - lisse sti ee Cee, * 3 as Had me 
ey ee ene eres : ee ee rae pee eee A geen Re Mes Sek me, FP ogee Me OF + ° Tae ot 
ea ‘ ee ia ee a ee ee oe . oe ae ee eS eee elie 
Beene tt ig Tee i ME Sa 8 iS oe Ke EE OE —~s Fa . Tee Se bts IFS 
peege ye Mi aes ‘ CUS ee “a ee is ee eS . RS Se eB ae Pgs ee” “a % ey ees SEs 
nee eeeee es SR oa ees OP ROO a ge, cole te as Nene ee . tam Se ie. —" oe ae Er: - 
Ee = - | Re ee ge Ne ee ie ag oe a ce Sa ; or ~ 
§ Beir Rec } a ee eo Co RE < ee a oe ey. dias Pets { eee cant a aS) i 
aes } tee ca a ee ae er en a ee ee ee ete harem ss 2 re, a 
: & os ia 4g Wt a. ee elas * cits Ce % aes = See BEES . eee ee a nO a st — eg a a 
een eo { Beaten Oi AS oe aaa OO Ke sc ht SE oe es ’ 32: < Ses ae ee 
Pee at hh a ae 5 oe. Pe ee “si : a ; cae aN Se ebe 2 9 ee Sige, > fone 
Ee ok A} A ee sie. a AE ; SO REEES SE a GN ee ‘si 
2 eee en re le oe SS ar ; 
} } . a ee pee ives cee a at egehaad Se: ai 2. ae ia . 
a Ee ee ee oe Ss SE ge Sea " 
Bs ie a Be asi Pee ae ’ = . oe : : 7 
ae Re a, 8 re a ae ee a , eee Es ke ee BES 
Behe ee a a aetie S roe - ee ib , oe - ae we ¥ : ee 5 eS Se "gant Sa ee Lo ee ES oS aa ‘ 
Re eae iss s oa Re ae ee : “si ‘ Be a: ee ee a ee he n Y SKE 
—— oes, “— |. a ose be eM EO ee ee | 
& ie ; a | ee es j eat : eae iat . ail , — : , ae ci a ES a re 
a \ ; pat ee ee ce ig tae i = Me ae : P : *. = ee oe > eh 
Bs: i e ee ie oO ie ~ Bes. oe 7 aoe ee je wey Bs ico eS ey — . . ‘ pis Bi 
ie ; i iz ; oe 5 ‘ P44 re” ; ee ’ ae ee 3 2 “OMPIL ie TRON gg Me Ae Ge eee : , ee Bis 
a. a ida * , 2 «Fao ie ie? Be si 
pes : ‘ ioe : ai te ? ; 25 Se e eo en ba ‘ 3 r b Me ' eee ee 
ee ee eee Se: d ce en i ‘ _ ee ir : 0 ae ‘ “ * * ; ; 
eee Ls. =, ~~ J\in gms -.z ; i | LT ee ee Cee - 
RR re A}! oe 8 nee <a — ty Fe : Sip . ee ae ee ae y Sm te ae ee Pee MET ee ema 
a ES ete ee oe wees : “ ia ee ee Ase Fj = a : ee S : < pees mi 2 er te re : % 
ese } SS ieee) See eS ‘ es & Mak ae Sa Bek 8 ‘ee R 5 
is a t 5 Be ee 29 Ati eas gags ; ‘ ce ‘ 7 Bee Kg Bd ; 
bh : H a rs P “% os ae Se = oy Stam 2 ee. ee 
eS , | se o is gen. oe — : = eel ae eee oe oe ee ‘ 
‘ge ke n 3 ae bi sy a $ te a ee eee ; o Sie 7 ia Ea pS Tat ae ae ate Lag 2 
ee \ _  _—— e -— ae oie a yagteke Pe si es Bie se: rare sgag 3 at Cea = Z care Z ah = ‘ rs Ac ae Gers 
- Dian fore 4 = 4 v ee 4 » Sue - ep ee. * em *. % > 3 a = * ts . z a 
ae ‘ Se Ee ee - ee ae ee Se er ae . LG, E Se y 
ON pean Se [a Peas ae os ier * ee Lee ee Re a ei 4 
4 a alee ‘ <a « a Ce ee a 8 cee . . F . > ee ee ee ‘ee hy; * Be ee CG eax 
Bes tie) sae Pe i... fo, ae oe 3 = - Se ¢ * ‘ -~ eae es sk deci es Lao “20 ee esas 
Se eae ea ae i a Ms i SE a ee ae <otes —— Se a oe... . tie é % “th TER bale ee ag eae Stee 
eee 7 ae ee 28 2% . 4 Bc ge x ‘-_ ae ae cei Pe i tne 1 or Hy 3 ® ae ae ee a ty ms 
Vageeeh a ce os 4 FF. Re gy. Yr * ia o My Ky Fe * Aa? BOG ee eee Scie 
eee \ : Se ies i Be ae sae ee silt wat a on matt Mie in wees ‘ nd les ee eo we aie oe 
‘3 : ee ee ‘ae Se cae 2, Se ee sai Hy : 4 gall = a. te -. 2. ha ae bate el ‘ 
Eee ars j las ei ee Tie Bis oe As ey 4 ee Awaibi k . 4 <“¥ * sien Si tas ti ‘es an 
Renee ~~ a Om ee me > ar Ge Saat fa 
| oe ies Re ae a : : pees 2 ame .0c cae i a ae Sie i A ‘ ~ ea i ‘ hha 
ett x) Lee a “as oe ck ke ge tae ereremene). "= gt, ss ed 4 ak te "ig ee ei 
eat 5 oem a = ye Pe ne: ; en oe ae ae oe hae em. ek eG 
\ ie ah Be ‘ 4 a Bee ee 4 % ae cae Ca Cee ame o “~ ed ee, I is as a , alee ti ice ak 
aes be ‘ee es ee . ~ =a ey, : = ae ‘ial ee ame - ~~ oda =, 
| eee TE ‘ Pee re . - i i Sa , area ee oe . . ie x GE es ei 
t eee ‘Ban. a ‘soa eo 7 ' eee ee / » % ee a ae ge itil 3 . od eae =‘ at a we & & ; ‘eS k's s ee si es 
Be re ecm a . ee x iene pe rt oem pias? - a a Sey dere a Bi i, a, Phos gee. ey 
Seats a. ia i ee ee alm ee el } « ae mer : iii. ee ya ge m4 
, See 2? ges a Re RS 22) ae Bes ‘ . P as Bw sf Raat a " eae cee euler a cai 
alee ‘\ oe ote, ae I ee Pec. id iis Borgel os a a oe a ae we i ea es sp og 
ge eka re eae i ee SS See SS aie ee see ae 4 % ee a é pte” . Bei i i i a eth 
i a aoe iS eee 3 z Ee ee as os Be % ae SED ee 3 % ¥ * am 4 i. 5 uaa . ~ aed aE: _ 
\ Se ek é 2 Se ‘os ssn % ie. Ee x Ra iil : . f : a =" cae P cea eo ae 
eee ’ oe se ee , ats EES EG —— ae oe Ss bs GP . & - “ : a - Fs oe cee ee ’ be ts ‘Stes * —s es 
eet oe 5 es a . oe se ‘ont ee Bs * fee = 
ee eri ¥ oe - ae . Pos MMOD eS 3 ERE OE te ce oor Pe ii a. eo ae . = aes Wis ae “Ps 
; DM mci . ports oe ge a oe 8 a pe Pe - ro hd i i rt —— an ‘ Pleas Metra’ Aah 
\ —— = — be MP a ee Ocal , ce sale - sige : Ee. ibe a sy Pe cal, 
es ; ope = ee See see RAM Pe i 7 Z © iad Ye | ul or sees e its = : Misia é Ce ye e zs 
ener |} as ae Oe Peed aoe aaa Bk ean ‘ eel es ae ae = ees bee 3 > Fea = rs bee 
. ee : ie Ree es eee ~ leet Se Soa 3) oa Te ent site bce —e ee. os — = sis Sok d 4 / See oe a 4 Se ie E a a Se 
eee i lO “a ee a ge ae os: ran ce pl ee ee ——— “ Ss am gal ee a : aie i a td, me neat 
, = re. a eA et ear ac cS. i es a i pian ae Mans ~~ . . a Al us : a Be . : * 2 es es 1: Mt peor 
; . q 3 on Ps s F ee. pe as ¥ Mei Py . Be: af Sie Siusees Pr 4 i ghee a. WS es % se Sam Sh pes i 
: bi Ss ae ee a 5 eee Mu Sa si alan : 3 >) iia ree ae i > es ye. tee ta 
\ B.. Ps. Guanes. 42 — % a ¢ Pete sae ae Z ae re - ae q ies vS . ; "ae ee ws aes 
Se ae i. a E ‘ ae : aoe ga fy a a *. : , ee Ney 
ele: | s Re : 3 B 4 se? <8 Pa Pamee. 8 £5 ote % s a3 ad as Oe ' ae ‘ ae 
eee ; Ee : .. 
' ogee 4 fe 
hen ae cae 
ij a: a i 
H ae 7 . | “coatemeas es seseamanata ia: . ; eee 
oat { ee “ds 
| a i on 
«eee i ee ler 
: eee - 3 | =a 
a wears 3 
eee sass ya, se 
t Bi Oe { E E 
ee ie 
pestuuce " : — ~ 
ise pee i i at . ~~ : ie oS 3 ; ne: 
ot f 3 aa” : : Bay ferred 
Zi i) . “ ‘ — Sere Erie 
4 i. 4 | y F * & a a 
| . i { ed * z 7 we Sc ee. Uses 
Y ry 2 bs * Ba eens 
_ Yu ,- * a aS 
x “tht ae ees bees 
ae ‘ a ee % 
eee ‘ Poe ; 
ae wi : ope 
pets Oe i ' miei 
at oe | . Fie pe 
ass | 4 a ie 
eae ; ' we 
bee ye a : P| B 
ote ' 3 : 
Pee i : s 
f a Be PE gs 
ee ohh Se ie aa 
Eafe. Mee : z Ki 
Beit a E ai 
ye oa 
Rees 3 tae 
Soe a 
Ge : E Fon 
ae E ‘ine 
Bex eee ee : ie 
g = — . 4 i 
" igen... Sy ‘ i as a hia j ee sea Ee ae oy 
: eee re a LE LO EMO ILLES GI! OIE EE LE ? 
bs F oe Bk oe: Po — : : 
i Pa SS lial: 2 
ie “ke IOWA ye eS if ! 
oe | s ILL ‘ ae 
geile r 3 Fe . st ee 
Bia ae ee 
Sk oi ao ; : : 3 ( 
ee ae ; 
oe Se > a F : 
Sang ss Baie ae Se x ea Loa. 
ane “ERE adil hee w be 
Wea i tees eRe ‘ é oS ee 
es: See 'SCONSIN 
i = Be ke ae i ieee ebras os £ + é o R ae 
te ee : oe ee a ee gric: lturis ARME - 
+ ‘ Se ae Reason Re Gaia a : TH ee) Bip 
oa a yg a al i pr to arm an) istca R a 
pe ose ee. , =i *RAIRIE AR 
, a > ae vvrerweee gf SAMER 
; s - = na } | ee == = 
e oe 
J eee | sii 
see con Tae 7 ® ‘ 
7 , 2 E Ga sears ; aro) 
rote 4 vee 2 7 a rar 
: , = 3 os I ¢ 4 . a : Paty 
As Loa" Tygy ee satan * ed ot % : ' r 3 i ; - ee a ae . Te Pgh = 
Tre _ . ia ie es WR es ot eee ete ue eee aie Dig ak ee aa Ngo eg 2 - f % ; » a 
Sl a ie ee a ee ke, wy LL, Rete Sa tan 2 ee ee Ge aN eg os F Spe Sg, ar ae oe mais alates, oe cta ay be see Pe F éy r - : ee 
Bet & 4 bf PEL ig eR Le eek i AG. AD UGS doi ion) hae i aga od ee ee EY 







with a 


MACHINE DESIGN is the only design publica- 
tion that uses a continuing census of 
industry to insure coverage of every 
establishment with a design function. 

No one's going 
to put 
Salt on this 
bird's tail! 

+ omen + 

wohspet sed produced dy Hallaraiteg~s gsumary peodscer 
foe che Licuted Scares Aumed bonces 


440) Weer RED Bromus, Catrege Minna 

Eye this for size! 

Vin trinte shaet Uniteoraiters new 

PaBe socom, 

cenems + eat 

on impression, 

; Ce cr eee ey 

fone Haar 

IMPRESSION— Halticrafters Co. ry will run the ad 
at left in newspapers wherever its dealers place the 
ad at right elsewhere in the same paper. Theory be- 
hind the cooperative promotion is that the public buys 
thus the Hallicrafters name is adver- 
2 tised in connection with its contributions to electronics 

and associated, through the dealer ad, with television 
receivers. Sheriff-LeVally is the agency. 

American Express 
Sets Up Instalment 
Plan for Travelers 

Express Co. has set up a new in- 
stalment credit plan for travel. 

Under the plan it will be possible 
to arrange trips on credit to any 
spot in the U. S. or abroad for 
amounts ranging from $300 to $5,- 
000. Travelers will get up to two 
years to pay, and can arrange for 
even larger amounts if their credit 
is good enough. 

The American Express travel- 
now-pay-later plan is based on an 
arrangement with Bankers Trust 
Co., Chemical Bank & Trust Co 
and Chase National Bank. 

So far the plan is available only 
to people living in the New York 
area, but after a trial period the 
company plans to extend it to the 
entire U. S., with the cooperation 
of other banks. 

s Advertising for the time being 
will be limited to brief mention of 
the plan in the company’s current 
advertising in about 25 newspapers 
in the New York metropolitan 
area. Later, special advertising 
may be undertaken, Donald J. Kel- 
ly, advertising manager, told AA. 
Kelly-Nason is the agency. 
Prospective travelers will apply 
for credit by filling out a one-page 
form at an American Express of- 
fice. The company makes no 
charge for arranging the credit, 
there is no down payment, and 
payments can be made over se- 
lected periods. Applicants have to 

Aug. 3—American | 

-| clude 

_be over 21 and have a steady in-| 

come from a reliable source. 

| An American Express escorted 
tour from New York to California 
costs about $334 and may be fi- 
nanced over a period of 12 months 
for about $29 a month or over 15 
months for about $23 a month. A 
pilgrimage to the major cities of 
Europe costs approximately $1,728. 
Spreading the expense over two 
years, the cost would be about $78 
a month under the American Ex- 
press plan. 

ABC Adds Seven Members 

added to the membership list of 
the Audit Bureau of Circulations, 
Chicago. The new members in- 
two magazines, Arizona 
Wildlife-Sportsman and Lifetime 
Living; a business _ publicatiot, 
Petroleum Processing; three daily 
newspapers, Daily Calumet, Chi- 
cago; Herald-News, Durango, 
Colo., and Press-Tribune, Rose- 
ville, Cal., and a weekly newspa- 
per, the Beaver, Napanee, Ont. 

Diebold to Penn & Hamaker 
Diebold Inc., Canton, O., maker 
of bank vault and_ protection 
equipment, has appointed Penn & 
Hamaker, Bedford, to handle its 
advertising, publicity and general 
sales promotion. National publica- 
tions and direct mail will be used, 
supported by sales promotion aids. 

Exline Joins Free & Peters 

William A. Exline, formerly an 
account executive for KRON-TV, 

Francisco office of Free & Peters 

Seven publications have been 

San Francisco, has joined the San | 

as tv sales manager. Mr. Exline 
succeeds Richard G. Rothlin, who 
has been transferred to the radio- 
tv representative’s Chicago office. 

Doubleday Boosts Vaughan 

Samuel S. Vaughan has been 
named trade advertising manager 
of Doubleday & Ce., New York. He 
joined the company in 1952 as as- 
sistant manager of the syndicate 

Agency Merges Two Offices 

McCann-Erickson will merge its 
Los Angeles and Hollywood of- 
fices in late August in new head- 
quarters at 3440 Wilshire Blvd., 
Los Angeles. 

why colors are more brilliant 
when silk screened 

Many art directors specify screen proc- 
ess printing on jobs that ordinarily 
might be produced by letterpress or 
offset. Why? —, simply because silk 
screen inks offer the purest, most bril- 
liant colors available by any reproduc- 
tion process! 

If you aren’t using silk screen process 
printing, you should get acquainted 
with it. See the classified telephone 
directory for the 
screen process 

printer nearest you. eimae, 
Published in the aly 
interests of screen . . 

_ *. = - 
printing bya group epee 

/of SPPA members. 


Big Spring 
Corpus Christi 

San Angelo 

or to Increase 

From These Potentials! 
The 9 Texas Harte-Hanks Newspapers listed 
at right cover 9 important secondary markets 
in Texas and can be depended upon for above- 

average Reader Impact! 

Per-Family Effective Buying Income* In These 5 West- 
South Texas Metropolitan Markets— 

*Sales Management 1954 
Survey of Buying Power 

Ideal Test-Market Cities— 

CHICAGO — 400 N. Michigan Avenue 

Looking For Above-Average Markets? 

$6,399.00 These Nine 
6,039.00 Regional Newspapers 
5,621.00 Abilene Reporter-News 
5,597.00 Big Spring Herald 
Corpus Christi Caller-Times 
The Denison Herald 
Your Sales The Greenville Banner 
Marshall News Messenger 
The Paris News 
San Angelo Standard-Times 
Snyder Daily News 

Herbert Taylor, Vice-President-General Manager 

Texas Harte-Hanks Newspapers 

HEADQUARTERS — National City Bidg., Dallas 1, Texas 

NEW YORK — 52 Vanderbilt Avenue 

isner 43 oe ‘3 aye ef ie a4 Be aes Waa J OF a} ae zy ee aga Bp eee a ea Gi cpa Th i iy Bs .. OR ea ‘ a a5 th aC Sa * Pt fa IS ie peepee k oy be ioe re PLE pales cacot ‘4 Stee So ats sa eae Pane RIBS way S ee nee ce ish ae ABN fa kas os = Vee ere eee i pe Pov baie Ms ghee he! ps oh Sap eX Ee Ye, eat at aw ta oe Wee ahh a * y ryt ke ¢ 
a CAM ee REA omic Corie, © it GAM arnt" aaa nt ph OC .L ena ges las Wah Gia Ws cetees Perea eeabi dowel Vaart <i deine ink ol oe ar Bilis, UP US ANU eal Lalli sh kvenhvie Cir ic ai GT Ob aug Rea MAE aac ig yp Sega eae Ci i ea hy aan, Scene EP etnee oe 
isa ys ae bah aun Ne ae Seis Se wir egies Cae Be Rae ert WO mee 7 ss Wich baas et aiiaoy ae a Sy ae ees DP ies pl a Teaaraiiene (sc) acide Rae ae Fo ala oe a aah Byam rey My ae On Bie Ses % fe ie’ Ga ES eee va es ie Bees hhh Na 
ott {ee pee a es Saye Sean i oy iets cuit NS AOR ae eS Rapes Sa bare ay ak © TNR gi a a goat a iat y etka Lott i gy: cA I SNE Et ee “i ‘ Pe ee ately Sates ye Meee Baer de Nn fa elem gre he mie ses 5 aye EO roam UES 2 et Net Bey ey Ty 
Te Se oa eae Bs Sa ihe Son figs te» ans ke ere ae et rR a MB ok Bogie eee ie ee eae Seo } Set pre es tats jS R Ry echoes Rc kates Perea) ot reste a ke ts see Sy h Totlenns* Ses, uel Non SEAR ese Nota Ate ees Lackey. a PMS, yen s oodh, Oo ne Alar Chee et a8 oN ee See na ey air wah ak PER i fete Oa ky Y 
Sei, ae oy Su eam gear Lee Sree, eer as 4 3! 4 be ey Aiea cs Mona. rchrare inant a ae Tih aS Ea po See pees) i ye Noi Wie hi bes oS Seay Pty oe Wea 42 ei Oye StS Sonar Ine ane ee mie ae cater Bie Ba arent coe e Ak gate ho ae ero ers eege ae Pers To ce so es 2 SBeaae: She Nee See FC Rae he eke ee me eat 
Sag tela al id Nea AP Diels gf | haa on POPE EO Ape bs Sy. > TRE 0 ee eet oe, ii operate ae Riek Me to RRA SSE re ye Ra aS abatement Fy pe,» Merce mter iate Barras tees 0 ke Ae eae ce BAe 9 AE tage eA eG ay ee Aas, er te. means ae ty SS Ae tr he © toe Be cer ee Ko eae Gee ne hs acces wih hte Dik oP 
Ee a RN tae Sef Mt en RS Np ee ee GS es oct oe Oy RM SS ei Mi ooo Nit cd tsk es 
Cat ¥ cay : $ ae ‘ ERAS Bar ot uP 2 rate ee ie, prea asa vt SOs: Mo ey en eer kd ae a ee Behe ey © hes at cil DADS Reo rong 955/22 9) age ee ae apenas Sek ae eek oe ; 
z FD So EN aie a Sr . of mr cine ls tel Weve, oe eee Wee eee * kee " we pee si: Yahi rs Se eT oS q ' : ; tor ve ~ ae eure, abe Sah haar ee. RY ier es ‘ t =a ey a “ ae a) Nat mes ne 
ED sie he iy 3 Bak ae : re s EN & 4 — ‘ es P LAR ; 
be ee Soar Et EE ee 
a eee ’ ea Ok 
ree oe eee 
. J ere 
Be . . 
P| s : 
Advertising Age, August 9, 1954 b 
| | 
: {nnn _ = 1 i : 
} ig | ee “J oa ae ~ 
ek Ss FESS 2 a ae KASS 534 S " 
° i gee oe cee : Ree SS * ; or ie ' 
ee - Bete tae 
My : Me =e \ 
, by po 7 
: ; Fat {= uni 
~ , . 
iy 2 Kime Stee 26°"... the Tee Madet TY ’ a & foxes f 
=~ t | that gives Faw 270 squase wacker of i qf \ 
> i i pitas. 22 square inches sonee thar tees é ™! | ! : 
’ 24 af condinescy 21° TY sata. And theme eo ite ; ss 
P ee . j okssranaed ptehare Gabe you get «far brightor i : ‘ } 
* a thy Rs.4 piotare “The wa? onby $78. BS: ; | 
+7 ; OLD 2 WORMED wRrTRAty ce Md parte = } = 7 5 
ee Hor ave ful year ¥ ' j - | 
pat ? i : : 
: shi oe a. Dealer's Name  : ’ — — 
ie = est Ea 4 
oi Be te Oe iki i; j —_— 
. aaa a 2 BS * ; 
si a ‘ & ae ‘lade eis ‘* ey a * 
' es < PY 3 
4 ‘ — y 
= TE N a 7 
TC.\ <2 o3tare bs ss . 
fee enemy proce filted witks powes, ypeed. aaminat And bors oe oe % a | : ; 
| fridklon away in the cokpn af thus Auge Flvag Coclass ase a q es aR ee iii . 1 . : 
| hesmeed and ome wat machen evedy Clectmater ne Ln ae +. aa 3 j fg 1 
| centr dover baewa to man. Mace of atese dovnes were de en : ) ia 
: { vy 
hy : \ 
ees j “ es 
ae j q pe Te 
is . Sai 
fee me: 
pha ea 
ide <3 i Or tae eh Wes 
ped — | fer etx, ee 
ee come ee i a! ; 
—_ t a ' js ae >. ts i 
ten Laer aes. | 
: ag f vali hae 
& 1 “its ae 
a Ba eS 
ee ms Bees | oi 
Cae. cae igen i 
ang FORMS ase 
Ae By: 2 Reta - ' f 
oars ’ ade } 
eine EE Se | ee ies 
hs ie — 4 
Oia. | boon 
. ee 
a a q 
; y j 
me t .. 
ae | —, 
al Bis col 
po al 
= i 
t . rot ‘ ' 
Poa eee 
Ba. es ! 
5, no, 
oe Bs wanes 
PRGaK Saber 
| i 
wae ileal cis 
oe 1h} Sa) a 
oe | mete 
Png | | : ie ae i 
on i Looe \ 
BES cer 
ee | 2 
ne eer.” 
oe | | a 
fos a 
Boe eo ri i sets 
2 oe | cx! aes 
- Nehis | | his: 
ae | eee a 
a ) 0 OO tn, Es 
=e | re dee 
appl! eae aks ; 
carom a 
aar sae sie lena 
we i: A iy perenne 
Sate } Pe ee 
sumer | | : ve 
BR | a ; 
rs es | : 7 
ena * | re a 
ic | ie ea 
ne Sie 
oes . ! ae 
aeeee a 
oa " se 
a mer ee 
ee , 
sae } i ae 
ee. — 
a Ae | azeae 
Oye Pee. 
scm snd celine 
eels ae 
7 i san 
iH bres q 
: | pee 
Wee sea 
7 AES 
: , vi ogee 
ce | ST auliigts 
Sige a } eo aed 
Fa i aes 
Pig 1 3 | | mee ee 
get Sane | Diet 
a ; | | ae 
epee me in 
See a, Pe ite 
Pet 0 
a i ae 
CONS | H roe ieee - 
eens a. 
Sse ers | i eri t 
re are 
oe | ee ae 
* | Po a 
pee it a se y 
ous | i ¥ by 
pera: 2| iy ‘ 
CO a sini > are 
is ora | | gee ie 
Citta ' iy SMe } 
a a si: 
Fee Dee \ elie auld 
Ane “7 xe ae i 
Be Gi Wie 
Boma ce = 
i ccna a 
Bias is23 pep 
a oes 
ee ? 
mr, rey ii > 
Bee iat 8 aa 
ee eee habe 
est te ‘2s 
Bia eek Ret 
} ne > ee a # 
atta t eae 
on ee 
ae | ey 
ata tae es, 
Rees ape 2 ee 
i oe faa = f ee 
ne es ie fe 
al hae fas Sei 
= = 
: tr es 1s ae: 
: ee 
. is 
f Pp at. 
- | 
i a te 
i | 
| ix 
| : 
J = 
aie Sas 
ee : Pepe 
2 hye as 
& dy 
SPs ee : 
: oe RL, 
ies ea - 
cs = IS r ‘ . 
te Si) * ge 
‘ bee eae Se Ea - ee Eat: (lite Saad we PEAS ec < a or s , ; ; ‘ eu ot , i ‘eke 4 ae y ¢ ete Cte 
co AT? Gay a orl pace, Seca ee Ney eas!) aes | hen Ce Me SF ie ‘ DP alae. GS eee le eae Ss ae eee CUTS <\ Ale ease oan Fe - PAS ag EO Pa ee ae) : ER Ts, ae eee AM ts ero) ‘ a IN ae ed Pee ae hk tite nies Oe Ge rae tae aie ee a ea ee oe PE eee aie No, ete ae ge ae ee 


Again in 1954, LIFE leads all magazines in advertising revenue. 

Total Investment 
Ranking Magazines by Advertisers 
(1st half, 1954) 

Ist LIFE $57,471,084 
2nd Saturday Evening Post 41,166,514 
3d | Time 18,635,067 
4th Better Homes & Gardens| 13,323,239 
5th Look 12,845,239 
6th Ladies’ Home Journal 10,327,969 
7th Newsweek 7,898,260 

8th Collier’s 7,842,420 
Qth Business Week 7,541,457 
10th Good Housekeeping 7,515,318 

The next ten magazines rank as follows ... 11th: McCall's, $6,996,758 
—12th: Family Circle, $6,164,620 —13th: Farm Journal, $5,317,797 — 14th: 
Woman’s Home Companion, $5,267,278 — 15th: U. S. News & World Report, 
$5,157,633—16th: American Home, $5,060,741 — 17th: New Yorker, $4,851,825 
— 18th: Woman’s Day, $4,797,592 —19th: Country Gentleman, $3,969,331 
— 20th: Progressive Farmer, $3,339,931. 

Source— Publishers’ Information Bureau (gross figures). 

First in circulation 
First in magazine audience 

First in advertising revenue | 

i ig Sea Se LEAR RE os AR RRR ESI Ss BRAT yg cAI hy Pe se Soni Gai IE, SORE a aos a rho Ca a Re CC Pc 
; me ae MUL ee oN Beer i ad acer iE SON aS tela WRT gO? Seep fai Uae PM ARS Fo (MIAO ONE ILT Gg ALG Do oM gt od Se tne Oy vr tat b Cietaaes ear Sah ante, aan, te a ae : Be PES tgs 
. GSM hoe Se eae s Mea ae MT ac th Seay, Sear rany Ret EN get ge ip anys Brat ae xe Fewest ieee eS Rasate aera oe a ‘ Tee ets Pes eed 
oY $ Tain eae ot ama ots AEE RS Rae dein 2th Ss Eg et Tee Og). be AE Sal) MMR CO gt cane 2S A, Se eR dae Zea eee a em RRR ORM InGaN Se Meo 0) ec ead eee ; pa a Sieg: eS eee os ee 8! 
es oe Stet ey Ba FAO nee Matera aia, athens Bn aalamacin eter ly ot, 1 Ea re Gage “eee ars 1 ee “ 2 a a enc oleae oe oy oe ane ae sare eee ee 
ry Ps Dt RAY ee a oi ¥# ead hE Sapeprig aft Uae Te yr ea ite Mae ee hc Sie Paar cine eo ee De cts, ER fey CATO ego an a SO E cap a Sh ae ee) awe aoe : pie > ta celia Fae et 5 titles aa oe. teee 
te eee Fn eep +e A oy ee Reig seerigy moet | Meme, fe? Sete a seme ey ee ease Siig ety ot Vatlmie e ere aha A%  TD ea aliases i) Sale thas amin Be. Ocean SORT alae: Wee aaa oe tase Onder peer Hee a eee eT eae as (ok fp SB GRE ERPS oS oe re 
ene oe ee ee op eter aS i va ae PL ae girs alas BS ov ge ee a ade ada ae ee See 
De: SSR eee i oe Me Bree gts Pa 4 Pitot ey pp oy Sat Gi ETT a Deh Some. Morya mah . ee? ed Pee ee eo SE ae carne Sr ED gman Cals 2 Po tt Br eee an 
ee Me ee GZ sae 6 43 geTaps Ee NASA ake de i a ina tees writin edn St dale cn : “ é ; e res ae ee cereal eee he eae ; : ; | 
a ih IE he aaa es ree RS Sebi ROME op ae OR ew ae = om : Sy POR ats tet aot te a re eee OS ea SR Oc ee es ee : 5 : 
DY eee ah te mee 2 be he SR SEEDY le, Do tt ne, ee eRe ee a Sots ‘ i ; ; Z SBS Hat os Sp ae a ates.) 5, Se AO : ; : 
lity, ee a eS oat vars PRP ie he oon hae : 5 Se ae sa : Si ala 52 = ot eee ee Pe t 
gs See aD hah: Fay So Sy Se : 
: ¢ Pests Seeman Ts ae, “te ; 
= . ! —— rn 
| - ——— tl | 
| : cee et ee TTT HE 4 
a : 
Pe... AIS Baw : . | 
\ a —S a . can | | 
cans anansognemmnssninatecett — . ) 
‘au —————————— ny a a. ; 7 | 
* , x so . 
 § | . : 
4 | 
Sos ry 
a i] : ‘ | 
7 , : . : | 
: \ © 
= Re : 
fe 8 | 
: : ; 
Sel | 
\ 2 | 
! co | 
j bs 
‘ x | 
- \ re 
\ b: . . | = 
: f 
. eal pes 
bat cea ‘ 
ete ot ‘ se 
ak ee ; 4 
peti h| | 
are ie . : 
serrns hey \ 
Rs ; : 
re x : 
aaa : 
i | es ite 
ie ee ee 
| | | | } a bene 
ooo ; ‘ 
Bj a ee 
ae ee Y 
See: i) . es 
— joa 
tse } re ae 
Pe? a 
i F 
B a) ; 
poet aor ig 
Re A ae ese \ i} ‘ j ros ue 
5 ae 
ee we ‘ : 
- | eon 
or a 
ih | ee 
} Sige Ee 
pee 5 
7 El ae ae: oy | . 
3 kN \ } i 
Pee: . 
ee ae : 3 
™ eee 
‘ Yom 
*~ } eae 
1 x pra | og 
gg or =e ) : 
i ff 
an a 
= ; a 
a i 
| = i mile 
aaah ; 
ane ; 
s i] ae 
Eelam ’ 
i) oe) } 
\ | 
CO Cc t 
| : _ 
t ve 
# Be. iS . 
se . pe 
ees: 2 » | } - 
* | [$$ ae 
; : i 
i: es 
q | Si. 
: 3 | | | es ee —_-o-::-- --- —-vn oree s Os >, Sf = 
i i? i | 
——— | 
Me) ae ness ‘ | 
Sots a 3 
et ; i | ) 
eae: n | 
eee , 
it vteaes | : 
> ee } 
? tere’ iat Ot 1 : 
A] BB 5 ' \ ; 
} eters th | 
: ee ie) 
{ oo 
, Pe q 
1 — t 
a. ae 
—_— i p 
| is u 4 i 
Aa tea i, : 
qV J i 
‘a / : 
ra Q 
: Rae ote 4 \ 
‘ Slee rae Ny 
wees \ 
ae ge i) 
ate \ 
a | 
a ‘aoe fi 
4 ee ee c 
oo co \ 
Re ‘ ae 
ee : 
1 Pe ed 
pay pee . 
gi | 4 : ad pts! 
| : 3 ; : : ’ oe 
oe ) - 
' ; ‘“ : ne BY | 
. | | : : P +2 4 
7" | ; ee : } 
e ‘ : | 
% j | | | 
| | | K.: : 
= y 2 | 
, | o ‘3 : 
a. ; ‘ 
re, $ | , , 
. | | : New York 20, N. Y. , | 
| efeller Plazc | 
Ree 9 Roc! c : | 
h ts : ei 
: 3 : 7 | | 
eee : : | | 
oe | aa 3 
| 4 | : ¥.. , . rn 
au € 
ae ¥ : | : 
| : | . e » age 
ang fk be tg : a in a ae Aspartate ie 
i 3 se9e is he ae ng hs ie il tea ee Sig aes 
| | ) 4 é ME Fine Pe e 
= FE 4 a ie fs ge Mee ee a MPT, 
ie ae ae : y SO hodh PL Te : ; ; | 
iia te Sie tats ach eee ee | : 
be at . “J vo Ay eH = Las im tee? Mer 2 i Vice 7 pe re Pere ee 





Start Using © é5 



1323 S0. Wabash Chicago, Ill. E! 

Toro Buys Tomiee Tool 

Toro Mfg. Co., ).\inneapolis mak- 
er of power la\n mowers, has 
purchased the a 
Tool & Enginee: 
apolis, manufacti 
home power tool: 
production will | 
| Toro’s plant in V 

g Co., Minne- 

integrated into 
ndom, Minn. 

-Paper-Back Pub!ishers Merge 
Two paper-bound publishing 

houses—Pocket {!ooks, published 

by Pocket Books inc., and Perma- 

| Co., 
joined forces. Distribution of the 
ets of Tornlee merged lines will be handled by) 

er of a line of| 
The power tool | 

books, published by Doubleday & 
both in New York—have 

the staff of Pocket Books Inc. 

Garbutt Joins K-D Lamp 

Robert S. Garbutt has joined the 
K-D Lamp Co., Cincinnati, to head 
advertising, sales promotion and 
other sales activities. He formerly 
was in charge of industrial design 
and advertising for Aeronca Mfg. 
Corp., Middletown, O. 

Consolidated Enamels offer savings of 15 to 
25% against old style enamel papers simply be- 

cause Consolidated’s modern manufacturing 
method revolutionized enamel papermaking 
time and costs. Your company magazine, 
advertising and sales literature, and 

other fine printing get the crisp, clear- 

production gloss - modern gloss - flash gloss - productolith - consolith 
CONSOLIDATED WATER POWER & PAPER CO. - Sales Offices: 135 S. LaSalle St., Chicago 3, IW, 

It just doesn’t pay to take a chance on lower 
quality when you’re trying to cut costs. Instead 
—if smaller printing bills will help—you can 
keep your neck tucked safely out of the way by 
simply specifying Consolidated Enamel Papers. 



neck out!” 


cut quality you'd expect only from premium 
enamel papers selling for far more. 

Ask your Consolidated paper merchant for the 
whole story of why Consolidated Enamels are 
today’s best value regardless of coating method. 
Or write on your letterhead for free samples 
of Consolidated Enamels for a test run. 


Advertising Age, August 9, 1954 

22 Publications Have 
Joined BPA This Year: 
17 More Are Waiting 

NEw York, Aug. 5—Twenty-two 
publications have jcined Business 
Publications Audit of Circulation 
(formerly known as CCA) since 
the first of the year. This brings 
BPA publication membership to a 
record high of 359, not counting 17 
applicants now awaiting initial 
audits before being officially ac- 
cepted as members. 

These figures were released here 
today by Adin L. Davis, exec. v.p. 
of BPA. 

Seven Form B audits, where 
paid and non-paid circulation is 
reported and audited separately, 
have now been made and released, 
Mr. Davis said. Form B was first 
made available to publications 
with second class mailing privilege 
for the six-month period ending 
Dec. 31, 1953. 

# The seven publications using 
Form B, Mr. Davis said, are Diesel 
Power & Diesel Transportation, 
Food Field Reporter, Iron Age, 
Machinery, Plumbixg & Heating 
Journal, Purchasing, and Sheet 
Metal Worker. 

BPA personnel and _ facililies 
have been increased in recent 
months, Mr. Davis said. Field 
auditors and office personnel have 
been added to the staff both at 
New York headquarters and in 
the Chicago office. 

The 22 new publication mem- 
bers listed by Mr. Davis are as 
follows: American Exporter; 
American Exporter Industrial; 
American Journal of Proctology; 
Automotive Chain Store; Bar 
Management; Contractor; Diesel 
Power & Diesel Transportation; 
Food Field Reporter; Food Mar- 
keting; Hearing Dealer; Manufac- 
turers Record; Medical Times; 
NARD Journal; Pacific Air & 
Truck Traffic; Paper Industry; 
Park Maintenance; Rocky Moun- 
tain Oil Reporter; Service Man- 
agement; Southern Seedsman; 
Television Age; Texas Contractor; 
Western Hotel & Restaurant Re- 

Master Lock Boosts Budget 

Master Lock Co., Milwaukee, has 
expanded its 1954 advertising 
budget 150% to acquaint consum- 
ers with the multiple uses of pad- 
locks. The additional funds will 
be spent during the last six months 
of the year for insertions in Boys’ 
Life, Ebony, Farm Journal, Field 
& Stream, Look, Poputar Mechan- 
ics, The Saturday Evening Post 
and This Week Magazine. Cartoon- 
style ads will be directed toward 
the audience of each magazine. The 
drive has been coordinated with 
Master Lock’s separate’ advertis- 
ing schedule in hardware, lock- 
smith, school and bicycle trade 
publications. Baker, Johnson & 
Dickinson, Milwaukee, handles the 
company’s consumer program and 
Scott Inc., Milwaukee, directs the 
trade campaign. 

Warner Leaves ‘Collier's’ 

Dan Warner has resigned as Pa- 
cific Coast represertative of Col- 
lier’s, effective Aug. 15, to accept 
an associate professorship at the 
University of Washington, where 
he will head the advertising staff 
of the school of communications. 
Mr. Warner’s successor, who has 
not been named, wil: work from 
Los Angeles, where Collier’s plans 
to establish an advertising office. 
Pacific Coast advertising head- 
quarters will remain in San Fran- 
cisco under the direction of Mc- 
Culloch Campbell. 

CBS Radio Signs Whitehall 

Whitehall Pharmacal Co., New 
York, has been signed by CBS Ra- 
dio as the second sponsor for “Stop 
the Music.” Placed through John 
F. Murray Advertising Agency, 
the buy is effective Sept. 7. 

ste hah Pee ee hE SNE IS OEE RS tik ee 5 AP ON is ot tie ae cet agly Py gio 4 eh eagi toned - Pomme fy 
ae ex Wig Pt eh we de he al ea Se BANE i ARN Ont Sh TLS a Be tee aa PURSE Wan Ptah 0d a Soest SER RUC WR Ma eee weg cr le 
Bee ig YR Bs ee a ce We ie Saree AS SPE oe een LER CMe a DAB 0, ae Na a ak NE Pete Se ig ORE RLS ie Ride ee a nF ite. ieee fiw geen PREM, Soon) See “~ Tia eek Pv haa 
BT FT OTE REE gl Tk RN aR AE Bateau reg pact aie ee ar or 8 MNS Pe, Ne ea BN Ree RY OMe 2h! Cae IN agin Ge OO Be inae I aeaa Ti PA te EROS, OES, Bn ae ce me ib Ore BB a. Sak SM TRO a ie a aces i he tere Y Ba Sea a Pe iii | 
atria, ate aie OT Re a Shy OEMS See kee CP St eege se © ty Sey amieet Siege Fa NR TEINS Meme gig Cage oa aire MS oe mega oc Manger VP Ge Seg ates AL OT Beare an Sigh ales, oN Betws Spy ia ey of S) 
nr aS ark ae ick lal Bah ack, 8 ROU as if Sila ae? St Seamer Bee eee ch a ta fe ae oe, Tage AZ nish cine et eT SP necn Ug Mas ea ee Pein ke ee OE rp ua ry NB a to he ie ae Ata ag pb Se ee OR a yas gO aa ee ay Divers ae ge ae ah 
FSA Pr esa pe RE ASE ag ake, J Oe Rac ean SBS a gs, ant ete ee ee eee ae ee ree rear git § “ata ee rd Hae 6 ere SR ER 9 TA ae ae ee ee Pes of tees Res lies Ne GM Re ee es ee [RTE Pe ace So" any Waele cae te Pram tla, Syl Soe NC tT eR aan, ides peewee ia is PPE RSE tae 
Gate MAT ht Oe Ree eer aes as ore een eee ner ean eae Bd bi Rw Be © MP ld GeO NB a Nea Be anaamme I t Pearse: eae: APC r ee Te! acaipsie te stg Kemer eea SEN Nice ACC oR, Qed aitetis £05 ede oO Plage cee Sar hs Rae ate A Re 
Pi gs vs Pieter AONE sed sg ea abc Aeneas Ee ott OBE OEE Hanae eee ee aeukseenies a ek Sen. ..'s cana nat ea Be RING Nite ad NET gal sre ell gee B Siaeset ogo en coe ee, ts <SSge Api PRET ee 
RE EP oe 5 is is te Peta e oT eae 3 eee lee piers ie gay ees « Basie Pac OE A o bb eee ae aa ae ong Ne Pe ne SES Megas 9: Fetal OY el a EEN BR Rig) anc, ae leon on 1 SRS De ibn Gerace” yh aastiee te BUN Sys Sangin = 
LES 2 eter caer? si cM ee ete eee eis = SS lees oe : ae be Apia oe ees Lh PR og eee hia Sia eas Raat (ac Ne Rae oo AC aL coger 2 FU aaeas Sh 7c Se aR St Pr Oe Pca 
arg. RENO eats ele ae 1 Oe eee ET ae tca tee ck ok as cee J Ae: ie. ga Agi, : Ss ime. ote) aie ee ide ii Par pets Bae Sige hice iene Race, | o Se Reed geet cs nA OTE ap Rien Bas ae Cone Cee af 
ae a ™ : > —_— ee ape 
3 Se Cee 
fe ; re 8 
] i 
| ' 
E ! | 
. F 
2 } 
, } 
S, . 
. | \ 
- r - : 
: | : ul 
PO } 
que ; 
* it 2: 
' \ \ , = 
1‘ we Se eee — \ : 
eS I. i” 
i 7 ae 
wv, | \ 
10 SECOND re ae +h | 
ON FILM - ¥ : 
oe ! 

{ { 
| { 
| f : } 
} Lt 

| ae j 
ie ‘ } * i | 
aes rx ; ‘ 
a | ti ye 
ey. Si Seiad 
a: ere | 
RF ae 
Boe a i <i tind Ra 
2 F gens ~ RE 
; y a ; j Pci is 
< oe, | Ai f= 
Sd e Led } 7 7 7 
a on | i 
ne * Sle { Pe 
ae 4 *\ See 
eS “a ee ill | Boras 
ae — . 1 ae | 
& x“ 4 Bere ‘ . > : Be Ne pe 
‘- i, *~ fie oe 
Bs te * Kk sa . Hi thee { 
oo 9 ae iy Suge <)\ Sie | | gee 
. d ms. <. | Uae | 
. «* 5 OP ins } | i 
a “* . ae, | ; Ae } 
sae t tends me | | ; 

J att ft. 2. > | 
ss. sid cat Mies em a ho ; 
i Ct ee He. 

5 i hoe. > ee <a co re toa! 
ee a , apt { 
A aa : ee 
won i a ae * | - me 
: OR ei One o ; { 
: Sa ce ce ee BS fie 
: i re aa Spee ea Ba j 
: ae oa ae oe i 4 : 4 ; b i 
" “Steal d : ree ese i ee Eee 
: .. oe paca ee ey ee ca ae | eee 
real ee nee pad = 
in ng _— © rs ‘4 q 
? ad « = ae ap Se & Bee. . | ae a5 
yes a Oa ee | aie ve “age he ae pee neo Bee z | es = i 
BRE é = P me Od. 5 yey ¢ ee + ee tn A .” is ae | Aen 
BO OE oo eg ea ee ae eee BE Gre es pent _ ‘ 
‘Siexlee pr es SE a ee . eo to Sea een eo ee ey 
» 7 be ‘aaa ger oe eee st an Oa. ee “F Ba? 5 ge oe Be oo, - : ae es Factdg hee 5 \ rh ; ae a 
Rises 20 ‘ , t se = aa: * be ST ie cot SNR chs ae 
ae ” ee a Fs ee a ee : aaa Sr ants) = 
Seed " ge ge Ee. Saas Re a eet re ae z 
heer Deane ew eee ere oer > ea ma . 
ha 4 ait ais ~ eS ia ae Sa. aan > as ne ‘ 
oe Oa eet 4 ye 4 mae, ae eee | se 
eee ee Cr es fe al! ia agin if “EN bi sts aa Bie 
ide Ve gle wpe is eel: aoe er eg a ah ics | eer 
ue a. ee se me nies oe Oe ee 3. ae f sats i Ree es 
Met long ja es cg a r Spin Gi, < ON ea are igs es Big eek” Aue \ jae 
5 cae 4 Oe yal ee wee enn Stace L } gat RR seen aaa W ee 
bend cere Se : Fe ee ia > i | GE a | pon eS 
aby Anat : gry " "Ss EB) ore ARG? 5 epee A a * gis: erie | Pegs wh tae rr * } in H 
i ee Se ae is Ge ie eee I! OS BS Soka te Ms % vat | 
ge: rat <1 ae ee Se aa ee on yo A te pce: pe es rat ee 
5 he 7 - pst, nausea eeu ri Senne Fi ides Ma ee herd pani - J 3 tee , weet Pe 
ada ce ae Piece a Sera See s ae Bi Si: gir ae at tee ih i : ., patie Bhs Reg aes 
* t . wil . epee cx) Sale. Ba Pee ie ‘ <p Shak, Seo iia 3 a aan . i Ape a f et ey nice wees r 
: ; + fr é aap ‘ean ea eee! ae pai, Tk es ee 8 oe sricak vSli the are NONE a a ee Ect ee ie ‘ ee ae 
oa ~ ll eee pe oe OO eae, be eee Se a we & bee 3 wee poy ee es es lS Pe ney eee ee re eer ae ik a 
Pe eee « doe Bt ch pa tot Peete eee Doo remmielees bi ire Ay 2's A a tS iy aa Ee Ma : % a bra ba oe Sade i a ie eee 
Keo are is 1 ae ee ce Vaart Pee eee Ne Gorse oe Ee en Ve emake Re Nyy teria tr! Pitas aha 8% 
oe > 3 ei coe eae eames 8 Fiat. to Piette) Mar Se a oe AS ROE aia te, gy 1 0, See! Bas e's ohn ‘ieee eevee, 
Ae er sere! a ae : : eg ee eee meee dee +: it eames Sic ig ee Bons Seeege ag Ecce arse ee Se 
age a Se. <a bape 0. oe i Bo eae ieee cre Set? ey a, ee ct 
ie “8 Ra Ei iy ee, Sea os ae +. oe eiatiayh ” ee eae ideas : ia’ és ltt ee pe as pam 
Pe te Ewe Pie atereine Reps. xt eaeeet poorer > aa > pear ey Bas eee gin. MRI circ: | Mae snae SAS BE Ghee lel yo { : nk PM 
Bs ll ee: te oo, ee SE! | re Lr ; eae ae * ee I Pa FORE a Et 9 ne 
gy a) . Neue cate Fn, is, Nm 9 ai oe ce he he re -~ © x6 ni >a : - rs Ae “i a eee Sy SMM rR le ten a 
pees set : ee ee are are << i. eae ;. ee ane i Meee ee or aos mo 
Te ? en tcl, cake gist Se oe ia es 4 x + Lae Re eee ee 2°) oY 1 Se eee | ee A : cs 
a abr Selamat * Sie reey Page ace” : Whi pease ose kaa hs al a rs ». *= > P A ay te ad 6 al hs ETA a gece a= J ‘ 
: p "Sr ee me {pge eee eo pe: . c OORT Spee WI Nears ot ES ee pareeniae oe a een te oo Se 5. ee ee 7 a P 
we : 7 ' ‘shite EROLE A xe lg et * +. —S lt Eye ie nies a Sk Oh a Bo Fe 
: oom es on aoe tans «* cy” ea Le ies ei eM ninty i sis Pe Pe eee . pa oe 
hee i ae = ; i league i iets Tob eile eae ed OP ERE R ELEY © bi St ae F iets 
= : et s ee a» of. Fae ee. i Mure ae 
? ry . ’ ors a ia "at 0 . %. “ * RACES Bag MS HS - foe ee {veges ee 
E of + & = ike a. read oP oy, o* py ar 2 ey ee H Se uk: 
eae : _ ; telnet Garg -; << pee. a Sas ‘i a : 
Sao: Stat ea. ae re a . a —" i. Tete oe mi ‘ a 
ees e iN : - oa 3 Ae ae Poo ee oo aes Bee cee j 
Pet es Ne ae 5 Pa eo : Oy ~} | nulla . See Pee, bak cab ge nae es eee ee . yi aes Sa Oe iH pee 
ete £3 ; R — " - ee = te Ps Re Sa) ee, MP ne | ae Hi ads 
Say o ~™- ee ——— es Slee ee pa aes | 1s 
inva ‘ vt ? ae ~~ ea <a m i Me eat ss FA a ee ais cir) My teeaas 
ae és fp oon wet <- es ‘ Ecc) 1 : = pe, Coca “sips H ies 
ss a “* aa a ae ee Ce ma a 
«aS a f tng % v- , CO ae wo a ees we rap ae 
are Py ee am 4 Me Ne og. > ae se Rall ee 
7a ‘ae , 2 a ee ae ae —— vad i ee ee oe : ‘ bake 
ip Sc Ea Ge: he Pee, a A *. i 7 te bk nk Wit Mee , aa : 
ae foe, 0) 7 5 ea eat Dares : a. Ee 73 ; oa pga vhs ee re a Pare ee 
Pramas i! Boe tg om Perf ey ae ee i a i ee ae ran re | a 
fa 7 eae a8 Rees oe is: eee eee . woo ca ae aoe. a rs . * = 
eta. . Np ieee es se CS so Stee ee. ee eae eo Pac ue A. Sage ate a gt 4 : : 
Pie ry gee q a 0 Fee a ie ee $y ae St Rae hone hes a § Cth we (.  —— (pan H - - 
Pe ae < be i oo ee! a is ae ee St ree Dp cae 
Mere (/ ‘ ae rf ae Ba cc Sen eee mere < ae Pee. 2 Sat me ses io hae i br Se = a . a | | 
- SS agate | eieieeaeds 6" oratages tise See ios Be ok See Ss, ey er fs = ad Pata a voll i APT | i ; 
es Re Coe (2 eae Ciena: eee Weer oe ee ee a Pe ' ees 
ie . SL Gees eae” by, : ee es ee rs seme e Ng re eh 12, sh at DSpace eae Aer ee 12 gl pera co a | eee 
3 ; ae a Ba i roe i ; oe SEE aE adie eae q ee eee gees Ba at eit Eri ve era i baie i.§ i see os | 
: E " Ny i at ae ee ee Ua oe soles ee Sain ks AGE LAN ae Sy a Pa. eee ¢ } ; ea 
2 ae , 2 ees Deli. i Ms ie Sa sa pees eee = Rie Seo acta Bes ike’ elite sl =e ee ml M ie, 
OP ‘ i. - Be Sie es 3 Seater aden RL oak ahh ng Py ae Se ve ea Dying Si ie eect aa 5, aaa Bor PME city jek aie j ens 
e ' ae ale Bat pam Pas Post kae a eS en i a Hi ee ae pete tas = WE eae A T= 
aot * aS hie eens Saree 5 vig Wade Aaa Se 7 Ae PEARS ee ’ a 1) ig. 
ae: ' - ri bed ane é as je © ego cat . a ey, a his aah ¥ e bce! 
. ges y i : Fy rc LTRS a . aad see = i SS oe hae M eri: | Se a: 
gee a ~~ wa cag Ly Se aa heel TD ieee Std roe kare NG : By of eee ecare = - eer er ec, i _ oy 
Teen eee = oo “ie eee, oe ee ” ef RASA, isola dl 2 Faecal ge Fee : co ae ip OR ¥ >. oe a liens Be i oe 
er ie Bf se eae Rie lire Ete oe) is ee pene iS tee yee rae iby 2h ca RS RS ee ae ee ey ae 
ae ee Te esc om on Ee: = pele DH ALT og Nigh A gt EONS Ce es OS Ren ne 1 apne Nw? ‘ “ital ee Sey | ‘Poca: 
« Se & ge BA Teer ies o Mee ee Pee est Pee aap Sete Pen ae Sop se) a RR Py eo oo anes 
eee ee Sa ees at “ a's eR erent hn) Spi tae a Care ens haan We ote eee a Sete |x MSS. SERS ee ee ata oe | Pia as 
<€* ‘Ea Se amen ec net SEER ca eg ee oe nee es i, Be ae ee Pe aa 
ate ae ay a ie aeons : ee aig au eee Be ee Nee Sere ie aaa 6 tha a ae ee a ns Se eh a eee 
4 2 a hes . ; , eae sa \ SS ee 5 es Jo he ese eda Mag Ie PRE Lae Mie fests 
ieee. = . Bs 7 fi f 3 Fagin 2 male RE SA wt he ie tees fs 2, a ime Fe pees any 
: j ee Ge ea Pgs eae cree. : ial 8 e sald ia pe ee * ae 
% ee ls ; ears Se eae : i de Oe er oi a ae ; a 2 
3 ign i i 5 E sg Meet a ey Vee er ye cy: ye % ae sage? Rigor, 
‘ vise». se Cees a Pati oa pm ane eee “ Sa ea F oo? &: ti (alae aie Ns — ; 
wore 5 peg AEB Sera eee ge ihe ee aia Ae pe a Coe f Mi a » : So cae & a “seh "pees he : 
oes ce ¢ Q Aas Eve Seige peace She oo ee Wega pe ale ie rare Vee ie hae ee sc , we * _™ ™ ie 3 ron or 
eae i aes i i te saat “er : Sy ee A ee LE yp Aves : 
ey oe Ly mein a ay t e Pi i tig a a 
aX ‘6 hidh ERE M : * he Fe 
Dee PAA * ee NE a. 
ee 0: Wet is era 
pa as ae ee f 5 Sta as He ’ 
Faye lh la) x Sena 
Brags e * ey ee 
Bigeye ere a ; il oe 
Ss ula ca ie Beomeg 
ere e ee 
; Ae t's 
re a: eae 
ae paler ils 
| iY é ey 
a 3 
re ‘ 
| es: " 
| ee | es 
Brice } 2 ¥ 
| a. 
eo c “. | ees 
} ao 
: : 
| : ‘ 
fe ae we i a 
ae | Hees : 
o a Plt See 
2 Pee ae 
5 roe 
7 ane 
- | ees ae 
: | say ty 
eae iter Pee 
nee ies . a 
Dee rae 
etal | 2 aie 
¥ j ; 5 ; + ¢: 
Lm oye acd 
ares Pe : SSS ietene 
* . ~ . Z : aes x 
i os aes a * : Oe _ te 6S ; ; A One ere Re a ae ne oe Se ar a4 . 2 Fee es a 7 ; Zs g nara ‘ ph ee Se ve em oe 
ne eee % * x Jorg yt tod Cae. =e . . * ; Q he : Fi ay ‘ its Gs 
a dial Paes ee ame 4 panes _ . si) Me Selene i te sien ety 3 ’ % yas es hughes ae ue i ss ‘4 hpi ees 4 es oe. i 

Cee k A OS MON 

A NEW HIGH—Standard Oil Co. of 

Ohio is using cartoon-style ads 

like this in Ohio newspapers to 

publicize its new promotion theme: 

“There’s a New High in Sohio 

Service.” McCann-Erickson, Cleve- 
land, is the agency. 

Politicians Haggle 
over Connecticut's 
Tourist Ad Program 

HartForD, Aug. 3—Hundreds of 
thousands of dollars have been 
spent by neighboring New Eng- 
land states to lure vacationists 
during the past four years while 
Connecticut hasn’t spent a cent 
in advertising for the tourist trade, 
according to the Hartford Times. 

The Times survey was prompted 
by a heated controversy between 
A. A. Ribicoff, Democratic nom- 
inee for governor, and Lt. Gov. 
Edward N. Allen. The two are in 
sharp disagreement over what 
Connecticut is doing to compete 
with other states in the region in 
promoting resort facilities. 

Mr. Ribicoff, a former congress- 
man, charges that the Connecticut 
development commission, a state 
agency, spent nothing in 1953 to 
advertise recreational and resort 

es Mr. Allen maintains that the 
commission has spent “thousands 
of dollars’ over the past decade 
to help build up a $50,000,000-a- 
year resort business. 

“Ribicoff is right in his claim,” 
said the Times. “Records show that 
the state hasn’t spent any money 
in recreational advertising since 
1950. When Gov. Lodge’s admin- 
istration took over in 1951, no 
money was budgeted for this item. 
It was ruled out as not a proper 
state expense.” 

In view of the 1951 experience, 
the development commission did 
not ask for funds for this purpose 
in 1953 when making up its budg- 
et for the new biennium. 

s “Allen,” adds the Times, “also is 
right in his statement that in the 
past decade thousands of dollars 
were spent for such advertising. 

“During the five-year period 
from 1946 through 1950, more than 
$44,000 was spent in so-called va- 
cation advertising.” 

The breakdown of what the 
state spent annually for advertis- 
ing space: 1946, $9,639; 1947, $6,- 
517; 1948, $6,794; 1949, $10,586; and 
1950, $10,716. Nothing has been 
spent since ’50. 

In the past four years, while 
Connecticut has held in abeyance 
the matter of tourist advertising, 
here is what other New England 
states have been doing: 

= Maine: Nearly $300,000 in ad- 
vertising “Vacationland,” via news- 
papers and magazines. Yearly 
sums ranged from $64,000 to $75,- 

New Hampshire: During the 

state magazine, booklets and fold- 
ers and $32,000 on publicity. 
Massachusetts: Promotional ex- 

\|penditures in four years were 


“Thus,” concludes the Times, 

\|“the three states have spent close 

to three-quarters of a million dol- 
lars in the past five years to beck- 

'}on out-of-state vacationers.” 

||past five years the state spent a| D’Arcy Names Leckner A. E. 
|, total of $190,000, including $70,-— 
000 for advertising; $88,000 for a 

Marshall H. Leckner, formerly 
with Batten, Barton, Durstine & 
Osborn in Pittsburgh and New 
York, has joined D’Arcy Adver- 
tising Co., New York, as an account 

Feldkamp-Malloy Names V.P.s 

Feldkamp-Malloy Inc., Chicago 
art studio, has appointed Jack W 
O’Grady and Frank Payne, both 
sales representatives, v.p.s. 




November 15th, 16th, 17th, 1954 

Thomas B. Noble, Chairman 

270 Park Ave., N. Y. C., 17 MU 8-0091 

The newest in Displays of 
All Kinds @ Graphic Arts 
®@ Packaging @ Premiums @ 
Visual Aids @ Photographic 
Services @ Art @ Paper @ 
Signs @ Allied Products 
and Services @ Films. 

Write Evelyn Owen on business 
letterhead for guest tickets 
or exhibitor's information. 


Sweetest short astory |! 

HOC O6 ary et, 
“ae Mm Ly 





im » S MAF ny a 

Don’t take our word for it. 


NOVEMBER, 1953 — M and M Can- 
dies, through their agency, Roy S. 
Durstine, Inc., buys the half-hour 
Saturday morning kid show “Johnny 

Jupiter” on WSM-TV. 

APRIL, 1954 (6 mos. later)—M and 
M’s business up 250% in this area, 
with jobber orders up as much as 

600% in some cases. 


O. B. O’Bryant, M and M’s District 
Representative here. Then steer your 
clients with drooping sales and drag- 
ging inventories to Irving Waugh or 
any Petry man for the full story of 
WSM-TV sales boosting potentials. 


BE od Fe PY. DEY | TIMES A i SER ed A Pale ot ere se Um tale hur Sia ye UC aN Mae ews oy iaBis eu a Crete eG gry RPE EY Ghe TAM ue ah ONG! GOES TRC AGE Megiytig B PUAN Aa Cer utp ra an Yan patie gee. Sees ic NOP SPT Av Be hn SNC has Sty SSL es eC RSiah TRE eat coe ne Ne 

PE ie Aes OR 2 REE RPENOS ih yt eR Tm ABS a nes RNC IT ale Ts Sgt Selig Grane taMtaees ate ts Cea eA Bien ocean cP es Saae Ce iy Mae Oe os OR MERC Ray agi Mi ee tring. goat halo. el cf eRe pate ten We Sa hehe nin orem dc Ley at Coo pr bh Sa oir I aap a tt 

Ree ig oe geet ct ages a Carat fit ea, oN bu ae Seabee ad eee ROE Gre Alara. oe At De ad pee Chora zat ATi Soa ays LG eee Se Se Sees: See ha 

SF ee i tpaie EMER! 5 Sata Sea yr css CRE RT were RUN OF On re nu ie arg a a. ig ea es Rat and Fe Se Ng IA er eee at oe eae 8 NC Url ee Oe oe pee ec vane Peking ow bate oh ees, cere hae 

Ben h en ea Po ONO e wae bie tg: eine! ie sy Fase : a ee Rial Pe te tae Pe ar ee BD eB a ae oe e ya a ves oa Pie a ae 2 eee Sw al retebel om ‘ fe Pee ee Ce eh ree eS ae eee be is aa ote ae 7 — 

a7 gectice r. pee ieee = pi: er oem, ee penne eee: eer a Ee ean eget S ee eee eS 

ior i. uh. : eri a * thee 5 aL eee a Rees | | Ts ah eae Fig ; Rea ah akan pepe i SS ec ye er ae i ps je pe ee sggbiecpietts er pea 3 Sah Pee = enh hoa kaa Pa oe ce ir re sige eit fees : 

: ae ; 2 4 bees oe eT 4 me aa yc aime 8 < 30 Sie eS co Site had) St - ee me ee a ee peng tt oe Page ied aoa a . ie 

: ’ ' 

: 4 
\ es 
m4 n Advertising Age, August 9, 1954 |_| 
. oF 
ee en ee 
i 7 ; % eee a 
<0 gt ~, ie; 
SSSuik| BOCES 2 
yi. R ’ | (smocrae ace There: sn “Ty cat ana an. \- >) 
a ; i rte Sa 
= ow . ; Ney . ee ee . 

(i oe | aes Sr ing Higy . | 

HH Ope 3 ee Ohig } | F 

hi ea Th Sab Se) ees Stpy 

: = bok! INTE ae < ICE 

a et eho 

¥ - we aie Ww 7x oS 

ry =i . (s 
| pa STS ___] | | 
ee 6 o's es ee S| 
: Sas NL | 4 Po 
J : we »_— y r Een < ~ 
a. - i Rite, «ee ob TT 
’ ef [se er re Avo 0 amen 8S | | 
/ ; ee \ \iscomes: SS’ (Sie Voss) | 
ny \\ eC Ac ee, ——————— eee 
, \ oe \\AK ae = AF | 
} \ \ Ce dy © — | 
} _ oe ; 4 > eee SSS 
ge) ek ges zN | 
| “as? /_\\ SE be BY : 
{ | j ert age nes!” = Come on i, ae 
if S| WEL ROU OUT ) , 
t \ Te = \| TW RED Carpet Vy f : 
| vo Gf = </\ ror 11.100 

} = compen Nic See a = — | ; 

i 7 : = bios 
a a) 
|—CUraxe 4 Se | | 

Be ZA go PE | 

Ree ae sf SNS) 22 | 
- i) x | Fai 
ee cio =.) =e 
i ys a | i ; 
Be ae Ss P aoe 
= —— se 

ea ae Beet 
t Bs eis f a 
Bc ys s a 
Bn ee ae , . ; 
yO Pi i 1 

| o- 

iim : I [SS -- 

0 ee / sat 
aa _ 

my “ i eae 
ee, H Sa: 
oo oe 
ae on A et 
i i , a 
Bear oe a ; iia 
i” ais a a nce 
= ; | gore 
ae ee 
Be ie 
ee — r - 
aa 4 BE 

; 2 aes *. Ny Ail . 

asad ‘ ‘. . _~ ae 3 
oe oe yi i Bi 
Be ae oi : Cote 
| Se z ; ha 
«Eee aphe's 

a \ , Xs, 6 han 
| see. 4 | sone 
ne C : re 
‘ sotie " i) J "Ese e 
Bk Sc Se 
eae f . . as 
— . 4 i 
\ - Souk | » ? / Y f 

a ee . f . 

jee efi; 
ie | 7 ere 

_ ’ 7 

" i 7 + i 

| . ; ee , ¥ 
J sae j . Ashe 
eS ‘ ree 
{ : ae r j oe 
as om . Soe 
we os mM ; Ba) 6 ° } 2 hee: 
oS he Sagi een e) ¥ Ss 
Be Z gti . 
eee = 5 se 68 bea 
ae | ro) AD, . 2 2 ‘ ve 

: B L | “ob” oe) 

ae J ae 
= : car 
= | y 7-- vs 
ee Freale 
eet ¥ ps8 de 

ae 4 Ee . 
sce ae ° = 

eagat | pe 

7 oa / ie 
ae / is 

ae ; a. 

Sy ne ‘ 
ee : 

: . en 

C } : 
’ a CO 
eae fae Gg 
ibs, ail <Z 
Se oe { aol 
Be ca en 
| . : 

Saf ata ge 

Ri cos Te Masenee alg iat Pree ee SEN, MUTE ees Bee ey to ee Oh ee ee eee open SaaS ah BS Be ASS Ee, iecaalinactnnenRene as oat hee LE et De amd el ff adore Cea te ee eM OT oh ag Leap AGA Nee ae, Cte kone 


In a few weeks, the battle for ratings will start in what is likely to be 
television’s greatest season. You may have an important, expensive production 
to launch...or an established favorite to bring back in high gear. 

Right now, you’re in the market for the biggest audience possible. 

TV GUIDE’s readership is an audience you will be interested in. It’s an audience 
you can’t duplicate elsewhere. It’s made up of more than 2,000,000 set-owning 
families who are 100°% interested in what you have to sell— 

superior entertainment. 

Not only does the TV GUIDE audience constitute a large chunk of population 
in itself. It is the ‘“‘cream’’ of the total television audience—the viewers who 
devote the most time to their sets, who take a genuine interest in what’s 
playing, who’s in it, and what’s on next. It is the group responsible for 
establishing new trends in viewing. Corral this audience and you have 

the start of a superior rating. 

High costs for production, talent and time are characteristic of network television. 
For network sponsors, a schedule of advertisements in TV GUIDE is a 

matter of simple economy. To make your large expenditures pay off in still larger 
ratings this year, let the readers of TV GUIDE know at what time and on 

which channel to look for your show, and if it’s a new show, what it’s all about. 

Start your schedule of program promotion advertisements in TV GUIDE’s Second 
Annual Fall Preview Issue. In a single issue, to appear Sept. 23, the editors of TV GUIDE 
will wrap up the entire television season, complete with an Alphabetical Index 
tailored to local time and channel. Your immediate decision to begin your schedule 

in the Fall Preview Issue will be more than justified by the handsome circulation 
bonus this special issue always brings. 

A phone call or note to any of TV GUIDE’s Advertising Offices will bring 
you all the details on this unique and inexpensive method of 
merchandising your program to viewers. 

Fall Preview Issue Closing Dates 
Copy Due 

National Section 

Four-color August 13 
Two-color, Black & White August 27 

Regional Program Sections 
Black & White September 10 

Advertising Offices 

NEW YORK—488 Madison Ave., PLaza 9-7770 
CHICAGO—6 N. Michigan Ave., WAbash 2-0366 
PHILADELPHIA —302 N. 13th St., LOmbard 3-5588 

LOS ANGELES—1540 N. Vermont Ave., NOrmandy 2-3101 

ed re Ye Sat el ant ete at ea 4 «Sy eee. - S ie ee dated, am ‘ee tn ak ae ha, oe > AY as. - hy et Se eo a SN < ame ~ # Nee I e) SaaS Tt wy 7 ne "Sy -! _ tet #e a ta . s te ay tee T.. OE « A Bae age oe ge 4 w pct if CN aA 

yy te EN Pee St Oe She monte here OS tra 22.) é Bae tors by RENE Hr Preeti ae Pao £ Led » fe apn res © irae ee et eee Nite igh eet TN Aaa ee at? sae f ‘s + oy a be irae! Woe Re ceor ye 3 ag ee des Cay PR WP SP Beet 

igs Uy A awe CT tae Ta RNIN ga ene. stone? Saag brie mg ties epee Sp ERLE, Dg aA ny “s A eet Big Spe is poo Seg” : 3 Pa a. PS eh Wee ey VOC CS Pe ey tat ae ee Be ats erat rere RT Th ee tele eee eae ae cae 
se Sa RE Ron tgihe ge he tae tee. Se ta Be AT ps Mi eA SST Pe te a. Sey inkl DRS , Tice a . RS aa g fee ANT hs cca Son ee Sy Ha rnd a Soon os ie 4: BhGincasrPy lee il dmee Bei ek Sa ete ie NM Biel rot oman Se Bia a OR Gio, a Ae eS girl Eh ip ear) ae Res Ba 

Di at lb ods. weN Rin ek PG Mr ge nS pe aia ain ERs Se eee MEE ee ty ae Ee ae FERN ea tape a Soin ome BS Lass CEs Saad. Roh Ie OPN, pe 8 RR RS, Coe ey St ete eT as Kee heed 5 UL Png A ga oes oe a an Dig at A eI Wag i aa ie ESE a eae oh a Rae OE are eae . Seas as sae eae ah ae 

“ai tee Ae on sa Nadie A Git, A a! RRA ee a hi Nek System at, fpr tas sh actin jo oS boa hte tet ae fate ke A a Oe ve ic tne ¢ rok . Sega FRoe —iacies | Shey Si aia. aiuto ote cee Me SRE PES nn SR Som Meee Cs Rp e Se es ths FS ae SMW UNE d SP eee NS hg mi wes 

Sed aga ae cae SI a Tae) a et eo ee are eS aes kt aaa Phas eee a as AL a ee OT lh le On ae 

ee Man er ate pee UN eee 3, Nat Ne ag tge es Ms are Dats eyeg ete fee a ea a er end om Na es ace alg cdma Se ey Bae eat pe Meme) gs ma noee see See ea RR a ee Co wy ee ae TE a a RR A RRR, le, RB ea 

Teg ee ee ec ce re ca i So Ne a ea er Sd me ree ee To 

Mer eS Be i = Fa ae eS Tease Be ley = ase pee Birt ee Serge ees en . . rey ane ia it gg Te pe & % y : mS [i= y - : zi : : sta ae oe aia a ti ibe ies ae 

GAS each eta ac tants re Ce er [: Lae maa Go. He pass 4 ae ee ie. a 9 ; Ba eee; 3 ~ . ; og ; Lem 7 y , : Pet age ee eee 

srs a ee y Fes ay ade “Fe See on iy gap Nee Bete Ske mS = pe Se * : = =f RS See a 

Rh Sane cReiaae ng fie g Nee i a cel ; Fi a ek : : : i 3 y ve aay ev 

he eae : ; oe 

a i 


y ET - 

i | 
) %* 

{ | | ] l 
| | 
- : { i 
eeee Se = 
eae ene Oss sce neces ctnances z , 
es | = . | 
< ~ ie i ] i : 
mst fl | ho 
Sates \ { i. 7 
Rann im 
Soe ! : 
eee. pao i 
Se, PO . yy 
SE, ss Sieceas | x : 
Ik sauces, Secessans i ] 
Seacceeececdennte, BERR oi! \ 
TE CEES RRR | _ { 
pan Es q 
ER BER fi ] 
See ccna i ; 
ciescaees Bacceced i ; 
a SS seen Be is _ 
7 ove ee eeeee eee ee eee he ay 

ee seeeeesees vevvesees sR A 

ds pa ; Rea a: 

- P OOOO SOOOOOOo ( a ee \ 

es . ty \ OS Sa , 

= Sie BE ‘ % : ti 

: MO age iE a 

wee eoscces. ai of ae 

a “ “eetetate Se 

es Sactee ee, i 

atte seccetete 7 ae . ; 

ey erate etes a bie, aeey i 

RR 7 . 

Soon | ba pe! } 

t pesos Bestest th : | | 

agi OOOO . Bees gt ; ' 
ne YY Mie ae 

eT oes t i 

3 ae j 
" | 
ie 3 

‘ = a i ee 

eet ! ae 7 | 

a “SEES Sasseeeesestessetes Piso 

Pye) Wing tstiiiissistscsseretesesesese i reas 

oe? meet elelelelsiessesetetes q ee i 

ips mags istststst a \ 

Se ee 

=e Set i pr 4 

pi tritint Hl Loe , 

ts : seisiee sek 

ed SHIEH: 33883 3 

oa BEHNHEN: Hei: oa eae 

ue PIs isi: ie 

el HHTEE SEES: 322333 ee 

aes, syetessiessseessessiece Tt: 

Fal see etetetetetesesese Sones k pele 

7 Jaeeccs Siti | ae q 
_ Segeitt: esseseg : ey I 
an "Eee |. 7 Rh 7 ae 

eee stesetseess seseegs a eat 

stetetesese 0 i} ehetete ~ a ears q 
é eeeseetsses ,) wetesss i 

gs sesteteses tessees Poe ae 

ao THEE Hie aa. 4 

thy ae aa ee i 

hy BEE sith i 

a y seteses ecessss ee 

ie. IEE inste : a om 

snetl = Bit 3H ~ 

= a that Stsget . by td | 

See Bate BiH ate 

ee SHEE Batts se : 

Mca: Hgses: Ht: Bisa * 

ieee: piste: Restste r Goat aaa 

hone Srttetit Siiiiitt ee 

specs sstessts sisissss { De 

ts s3e28ese, Sit ' goo 

ee setetsess & sthtiiih: mie BENS 

HEE SSis233i2 ao: 

aia THEE SE Rest 

Bae ima TIE eas 

mee o a PEE ae 

‘Sea i ee BIE 1 ea ot 

Stes 3222 oe 
tiie ! eee 

- reese ae 
sacle HEEB Bie pcs 

ares pitts : | te E 

rine base etetee) { eae, 

i ss ooetstetmee a hie 

a eee ti rane! 

—~ Tigh: " Pear 

TE eee: Se i, Seat 
ee Sh { Sau ee 
ee: Tht ae 

Ph” Hs ae 

eae ~ H | sagas 
SS iy +) $3 2: 
Br ” ae '* } 
‘ — 
aS 4 A i. = ge 
By : sad 
| a. ae 
nen eae | ’ dns 252222ttstissisieieiessseneseseneseseneseneess Pech iigt: 

4 ait Tage wo eeeteseteseteseteceteteseseseseseses meet, 

ree \ MMi a 
etek! | SSS “AR 

= oa HH ie 

‘ sires ene 
ona wih. HE Rae 

Veures. 33353 HIN Sees 

: haw | stesetes sgiges ees 

ee HH, HEE ee 
oe 9 CHEE: 3533 ee cgeen 

: [? Taye eases } eae 

Ei ots) artetess ie li eosete: eg ye 

‘ 2 petitetetete: ssssss ' Pk eee 

ie, I i sisegsgessses sogses eset 

ate en sleteteletets eseees 5 ms oe 

oe ee wesdsssssesss: Hits end se 

Se ea! PIE Ht Shine ge 

ieee s3ssesesesss reigit Ms ase 

<i ae THEEIE HE: hg ee: 

oe Hat aa i 

peer? = SESEEEEEE HH ives 

Lait Tee Bettstee Het “ee 

2 } a 3 | Po = 

oe ©] ee q 
iiMetitin. Sretit , 
is Be See «| 
i Hy HE: ae 
: ‘oe, SHE ae 
HE: Po a : ’ " 
efeee ; ey oy a 
HEE , : eee | 
pets ; as hwo 
it segs 3s * | aSe Hh 
age possess iF = “A és megs : 

ge este SHE oe pce ig Pie mire a 

eee ee HIE ae Bye: Ba? ere 

Bete cas 333333 . . : eas 

: Se pete goad ae 

os 335322 ee 
are Tt ee 
3 HHS ae 

nuk site ‘. - 

“- E aor iz “ * ‘. : } : * ag 

F on +! Ae Pe : es 4 R , ' a * es Re - ag ae een | at are . : Ry ae hee 1 = he Sie se <Q , s : 

Bory ae re & POT, oA ae 74 wet re > 29 be Sheet © , 2 ee fF 4 WN ‘7 ee ee es ae * oA ee OTA ie : et = < nee ~ ae ol \ “ er ese 2 a tere a 


C. M. Ponders the Approach 

Notes on Longevity of Commercials 

Opinions, Actions Differ: Weiss 

What Do Recipes Contribute? 

Salesense in Advertising... 

Do Recipes Contribute to the 
Effectiveness of Food Advertising? 

By James D. Woolf 
(Mr. Woolf is an advertising con- 
sultant who spent many years as 
v.p. in charge of creative activities 
of the western offices of J. Walter 
Thompson Co.) 

Do women customarily obey instruc- 
tions and use the brands of foods that are 
specified in advertised recipes? Here, for 
example, is a hypothetical recipe for 
mocha sherbet that calls for two tea- 
spoons of, say, Bor- 
den’s instant coffee. It 
looks good to Mrs. 
Reader and she decides 
to try it. She peers into 
her kitchen cupboard 
and refrigerator and 
finds she has all of the 
required ingredients 
(sugar, milk, cream, 
vanilla, etc.)—all, that 
is, except one. Her jar 
of instant coffee is labeled Maxwell House 
instead of the specified Borden’s. 

Now what does she do? Does she aban- 
don the project, run down to the store 
for a jar of Borden’s, or go ahead with 
Maxwell House and hope for the best? 
Our common sense tells us she will use 
Maxwell House without the slightest mis- 
giving. And what our common sense tells 
us appears to be supported by scores of 
consumer studies that have been made 
over the years. 

Does this pattern of kitchen behavior 
suggest that recipes, except in special 
cases, are of little value in advertising? 
I do not think so; on the contrary, I be- 
lieve that, oftener than not, they contrib- 
ute heavily to the effectiveness of a great 
deal of food advertising. But this does 
not mean that recipes per se are satis- 
factory substitutes for basic product 

James D. Woolf 

s There are several good reasons for in- 
cluding recipes in the advertising of cer- 
‘ain categories of food products, as fol- 

1. Recipes very often increase reader- 

I think it is true generally that how-to- 
do-it service ads—ads that show home- 
makers how to do their job in easier and 
quicker and better ways—get higher at- 
tention and readership ratings than ag- 
gressively competitive ads of the non- 
service variety. Note, for instance, the 
Miracle sandwich spread ad, a full-color 
half page, shown here. A brag-and-boast 
headline such as this might have been 
used: “You'll Be Amazed at the Can’t- 
Be-Copied Flavor of This Matchless Mir- 
acle Spread.” And the illustration might 
have been a large and dominant repro- 
duction of the Miracle jar. More appealing 
and interesting by far, I think, is the 
recipe treatment you see in this ad—an 
eye-filling color photograph of a “Top- 
notch Supper Special...that’s ritzy, 
thrifty and ready in a jiffy.” But the 

recipe is more than a mere device to 
attract attention and invite readership; 
equally important, it explains clearly and 
quickly what the product is and how to 
use it. 

2. Recipes help to explain and empha- 
size a particular product virtue. 

‘Note, for example, the Spry full-color 
page, herewith. The particular virtue the 
advertiser seeks to stress is the fact that 
Spry helps the reader to whip up “...a 
flaky, tender pie shell faster than ever 
before.” Other approaches to the reader 
might have been used—a color photo of 
a completed pie, juicy and delectable; or, 
perhaps, a portrayal of Pop and the kids 
registering eating pleasure; or, possibly 
a picture of Mom smiling happily over 
her mixing bowl. But the advertiser did 
none of these things. Shown instead is a 
color photograph of a crisp and flaky pie 
shell, together with detailed instructions 
for making a pie shell faster than ever 
before. This recipe, in my judgment, not 
only emphasizes and makes graphic the 
promised consumer benefit; it contributes 
importantly to the credibility of the 

a 3. Recipes increase frequency of use 
of advertiser’s product (as well as of sim- 
lar competitive products). 

Since most families demand variety in 
their meals, Mom is forever wrestling 
with the problem of how to come up with 
something different. If they were never 
served in any way but plain, many kinds 
of products would find themselves on 
American tables not oftener, at most, 
than a dozen times a year. Where would 
potatoes be, for instance, if they were 
edible only when baked? The advertisers 
of cheese (notably Kraft) have increased 
the frequency of consumption of cheese 

Mirae Sanduich Spend 

NO BOASTING—This treatment, showing 

what the product is and how to use it, 

seems more appealing than an “amazing” 

‘” Now you can whip up a flaky, tender 
Pie Shell faster than ever before 

; Spry makes the difference! 

Sorv makes iust about everything you cook taste better! 

BASIC—No complications here. The copy 

block containing the recipe is beside the 

color illustration of the “flaky, tender pie 

FO Wf 

. Here's s bright idee for + chew aambwotch row nan fo quick 
wah Keett Die Lease Bice Just be sume te ookeee Koait 
Skee Oey oe ire detncvean tmcame Cheyne vont wal foo 
2 eth Lomteens pres’ right am Cte fese proce oben 
len ree Ute pereursnen ac Ue wondertal aver & spaied 6s 
Far sah wondteck? tons 3 bread dine vcrunts teimened: om 

one che, Toy vite 2 big, Fult-cume Krai De Luss Stee Gee 
wortiusmelion Krew Amwien oe for darper tae, OM 
4 Engi Rowna Vinew tes pertaty broiled hacen striye on 
thse chasm ster ond toast under tow beatioe teat. vr in Sr 
et onl tae Copeng write and bese is coep Be aure 
tm try Ghee other tee carietics of Kraft De Lone Slieas, 
eo Karp sever package is your relrigeratar : 
o i 

easy with 


& & 

sLIcES—This Kraft ad demonstrates the 

copy theme behind this product, and 

doubtless steps: up frequency of use of 
all cheese brands. 



enormously by featuring recipes endless- 
iy. Note, as one good example of this 
technique, the full-color junior page, re- 
produced here. The recipe—‘Cheese ’n’ 
acon Grill’—not only will help to step 
ip frequency of use; it also portrays 
eraphically the basic copy theme behind 
his product—‘slices, easy as peeling a 
banana.” Do housewives in countless 
numbers often use competitive brands of 
heese with Kraft recipes? Very probably 
‘hey do. But I don’t think this matters 
ery much. Kraft will get its share as 
cheese consumption goes up. 

Note also the Franco-American spa- 
hetti junior color page, herewith. The 
sroduct, excellent though it is, if 
-erved plain too often, would soon wear 
ut its welcome on most tables. Since 
-“raneo-American, according to my in- 

formation, is by far the dominant brand, 
increased frequency of consumption is 
obviously the answer to continuous sales 
growth. The theme of this current cam- 
paign—“Something New Is Cooking!”— 
seems to me to hit the nail squarely on 
the head. “You’ve new treats coming 
when you serve this long-time favorite 
with other foods in these new recipe 
dishes.” If the Franco-American objective 
is what I think it is—namely, increasing 
frequency of use—then this recipe strate- 
gy is the only possible one that makes 

a 4. Recipes educate women in correct 
use of products. 

It is not unusual for a food product 
to suffer because of the failure of house- 
wives to use it correctly. Only a relatively 
small number of women cook with pro- 
fessional skill. I have no facts to prove 
it, but it’s my notion that millions of 
women, despite millions of cookbooks, 
have yet to master the fine art of frying 
bacon or brewing a pot of fragrant just- 
right coffee. Hence the importance of ed- 
ucating housewives in the skillful use of 
your product. The sandwiches in the 
Kraft page look easy enough for a child 
to make, but Kraft takes no chances; ap- 
proximately 150 words of step-by-step 
instructions explain to women how to 
produce this simple sandwich correctly. 

5. Often recipes lend credibility. 

Aside from the promised benefit of 
fine flavor, the benefits of ease, speed, 
and economy are probably promised with 
greatest frequency in food copy. When 
such claims are made, as I see it, they 
should be backed up with detailed recipe 
instructions. The Spry ad achieves cred- 
ibility with a recipe by telling readers 
exactly how to “whip up” a pie shell 
“faster than ever before.” 

Summing up, I am strong for recipes 
when they are practical and reasonably 
easy and quick for average home cooks. 
And also when they are sensibly low in 

is CooKING! 

Try Prance-Asmsrricon Spagbetti im thew 
wew recipe dickens bor mente soa tt bow « 

SOMETHING NEW—Variety of dishes sugges- 
ted in Franco-American spaghetti ads 
contributes to frequency of use. 

AE) OE ed eee 5 oe oR ee Gee oer ae eA id seg Stak Sire? BMEy See OR hse oe Pe he See a ee So PERE oy seep aie > eee : ev A thet fe SE ee SOS Tey OO Ot Ee ey ene ere Ss =~ a a Shoe PS Oe Ort gE Rl ee MOA Oe, aay | wl ee —— See TO ee Le ke -_ 
PN Ae aah rig crt yin pee he legen A errant Ps he alae CR tes bea ia Sk 7: ai Dats gta ae a aad A ee Fhe te ap Soe es FSi bere PE Ge WTS AS ee ee Tae ee ee Pane | je tre Sey Ve Te SR ol tel hae Re Hes Gg x; PERO Ph. aT poe Ne te Cc Loe ng oe Bene: © Sy Be Oh take Ne aly Cent inte Pe Si Sm ae i pres Uae ke 
Beh ane: pment Sete Se CLE Se SSW eR tebe eater A TANT mere ee Ae AES Se) Ra Wie oa ay Trey anh Sear ocamaaes ect | v9 oak Ry | ake SETS ANd SO aoe deta mie ron aa FIR i et Rie ae a aa a es 1k Ay Pie Lae el CS ei Mee eee ike REM 5 Tes Rtg MERGE VES. Su ha we a 
it me eae A genase Ree tea a ae pe geen, ty te gms ane Ge POY o Aloe Retna fae Sisal ter, Ss eke ecg ho awe ct? 8 See, oie abt Abe Se Weak ® visiks hie. Loire aera EA 
ars Sea ae mer nr Re ek Ay Scar ae Pe ames RiP ee Dap Nee eee eS tiene ig pr oe Sete RE Ses Sie ae PN Sag ak Sits Meas, AO OA Eg oe ae ot gig ec Rese Py oo Re ME eT a ee ee Sa aa tes ao” a ayy a3) Pee ang iene G Uno ah SRAM | Se Maas an er dS Fi PaNgoey eae eR a oleh rt a pd oe fe Beg 
he ee aay nee. bE Sie deed eae XC : Oy. SPS a aes eel tes Sipe ti aarti ep eVA > BEB UR 7 Pia RY Bie ee ee by? catia We ed eer PM ches Seat eeae eb Ee enc. See ee a i ae Oa ely es fe Ra i ilo) eet dee ems yee Re Ne Tee S eens aid POA er gin eee aR ee recta gs 
me BOR a ae ols ae eae: ones Base Be ee le 7 MSL e ans ae Aa a p24 elec ei a te arte ge tay aeat yan es 2 ae 2 RE Ny con Re ee 2 Ne tie ege ARR 8 oS ag 2 Tk IRR ne Bn ‘on Seas: be, eee He Pas ote Sys, iS 3 ae 
Go eet agi a Sars s ; ; aS yp fa : 5 Poti Le Pee pO ales eae é a, as 2 belied wes ‘ Mea iO Deen geen eae e Lae TP or ei Ie per ie Oe hie ae Rae ale: tee es ees a Mae ok ee ek Sha Ns 
Sree ae ni : ; ! zeae pata eh Nae Se ae Soete ct : cee J oes Sa tea % % ape = é a ey el ae ae Horas A + OMA rea aS | asa > ear Be oa hie mein 2s ime Dee eanarees = $1 
5 aan’ ea ee sani Tag wee ieee gre is star? eae Runes eet Soy sigs re 4 in ay : gtk % ee me Seater aS Ee eee hs Adee Re oe wie ee ES ae Bt a = reat Seeger: tee 
erro iain eran kaha fi conan Se) ei ada. pte lager boa” oedearalon ae as Brain 2 : ee age ae, rei a aire soe ea ay cae a ie Pai ene Snes ES ae te ase Serene 
Cen oe e ag 1 oe nee : 5 i ae rage “ape Sees eg SMe oe a Pia oe SPU th.) ibe aii trails, eee ig ae ee a gen ee aa i mee ge eg ee, eh ee! Dee ae 
oe | ae ee ce ee 
ae od a é 7 a a ; oe “ ¢ ye TA 2 So eel era eS ue Bae 2? 
| . 
‘| : 
: ee 
j . . 
. i eature Section . 
¥ y 
| ee . 
; ' 
Ps . 
rs l l 
bes <.: SM ee es ee : . y 7 
\ : ‘ : : ; ROK: host 5 ; 
{ » 
ioe \ Po : 
ee = ee 
Be. Ne _ 
nn , 
aie. eed el 
a re a 
‘ge ee oe 
: ama | y Se ~ iecar 4 
a i WP Gale See re . — ee 
ee A Senet ee 4 ae Spa ac 
se : | Be © ; j il eey 
ee \ neg E a 
Se | ere : cates 
a A se My ay 
i ae ek eee fa" 
eee be e Be ae i 3 _ me . el 
Rs te ce eae se, ke en ser ? _ 
Bee Sy eS aR Re eas Y. _— : 
poy ae i } soe, § oe se w v7 ae 7 
ae Bes a Ee ee . ey Pa 
a mar ay } ae ‘ 9 os ee ee f = 
ee asl. : , er 2 
a i } Seg x J 
od Go ee y 
; \ gg : ee ™ “SResmecy seveomresie c 
stag re Re Shy 
: enn | es Fey :y “ — om oe . Py Set cere Me 0 ae ia Pat: 
Buc: ae ye * Me 97 Dy a ek 
aes es ons Pay f . eas ee 
> ae TE e ae Re oe * “al * 5 ; 4 oa emo aks 
a a3 — , 4 SS Sa ae ; 
— eS eee 
Aaa Aes  £ ees ‘6 4 ee 
eer v j oes Ae ton Oe ‘ Pa ee: 
eee Sree . as et Fy ' 7 ee 
ie f Keolpengeespe many nh See z x 
; ee ee , Seeker if “ee ues : > ar ahi 
ptogiee E> Ai i ieee timer ee rman x ¥ 3 ¥.. : = oad 
7 Re anegie? 4  * reohicheersmes } whi ‘g +. i ¢ " Sere 
tyes —) nap ampeaapenteey Se ‘ ; a nae 
Ks o bc. coer panes ene wl <> 4 : x * a 
rs au Sg Hit a E 
Pr ‘i 4 eth ape alae anes os ae. oe ss 
Rare { = mye eh oa t sie ” mh al ee caine 
ere ‘<> Ee te 
SG pete ih ae, ee ee Ee : sea 
a eaters ae 
poe ee ae 
H ei a q f 6s eee 
j te te f yal 
| eens § Ting 
oo on ee ce 
eae jos 
Boies | bey: 
ee ai 
ee Baka 
Hy oe “ee 
Base oe } bie 
4 eee ata eats 
' el Sa 
ee. ia oe 
Ea oe rc ee . 
a 4 i 
ia > { x , ie 
Pager 3s 055) ae Soe og  ; Es Ses, 
ae { 4 * 4 ness. eR ge? 
ae a % 2: , irae ie 
4 csi 5 Sais fe ‘eS 7  —2Sae % ¥, pie 
eae fe fae ae ae: ; coe 
eae F ‘ve oF i a.” ‘“ y ee pee 
ree ) a iy ; F J a 
¥ ‘ é 0 . ’ 
¥ la a a ina a 
ee ee Es sacar 
eee cee o i et 
h bia = -: a owe 
a Bete 7 ale 
4 ie oi oh 
et. j bee 
eae ae 7 
¥ gh 7 
eee ( . 
7 AE ie 
eee ier 
ee \ pO. 
i ssa a 
an ; ET ae 
Beau 3 eae 
a 20 and me 
i 7m e -e- stat 
A ae q rome 
a 3 ee Bayi 
rt : e : 
a, Pej 
a) oe : are 
as x 
ae ae tae 
a ee, 42 680s ty F ai eas 
Dhaai ies ‘ es = 
pent ‘“ Ja Ww ate ; 
rac ae f oe 
(ar : al * Late 
Baie ses a a* 4 es 
me F — % , we 
ae ae ee oe ere 
ec weiss : ye 
#2 [ 
> ae. oa ; : o 
——— " ae 
Res “ ! i ae 
Lean ; C2 (tO bh a 
aN ek a, y > eer 
TY s % - es 
es tae tZ * nae 
Te by Ceeentd be © Brwptene Vids cme KY 7 % ae 
ean . . ors toga 4 ey ie 
eae ws — oe ra ‘s ee 
Se ay: eC . e = arty 
ag ~ ‘J - " ‘ re ‘ 7 
ie ae Le “ge . ae) ae / 
EES Pa “* ‘oe he ¥ 
Brey !2 i » . - eee 
y ia Be: Dok . Fo ‘ 4 ae . = 
-* ‘+ % ‘ pa 
R "2 , * - ep 
‘2 ‘ . se ? : 
als ns 3 
ce Ye " 7 4 * 2 
“ae h a e o. 4 
, i : < * 
ei ; oY a3 ° a . 
. ge SS é. eg! eb 
: nent vas 0 ae i ° “<8 ‘whey Biden 
' = ¥ fi ‘i 
’ ce a ; + eel _ viet GEEKS OR FOT On é 
: me FF : : : 
» Bey 
? » ns > oe tert meen 
: . = Ty 
. . wig 
v , ~ Ao nt eene fenge Potatore 
i mane BY maaer 
i s ee J . en. “ - 
pa \ se ; D vey endo! , Phe Reece he ama Vague | " 
re ta } 1k emtmmenen anew Liinanw=£ anon as 
bea oar Lae. 0 nigon dip 7 . . ESR viet te ‘1 America? | » Sah 
a | * a ’ “ . . = & a? y Lent 
eg ©. nergremm Bans : — sat ae 
ae tas sso ~~ az rm 
A es wee” at 7 3 
7 ee pe 
‘ ied 2 
ry 7 } Nie 
. ra c ‘ , om 


The Eye and Ear Department... 

The Longevity of Commercials 

How long can you run a television com- 
mercial? This question seems to be one 
of the most frequently asked questions 
in the entire television industry, and 
one of the most difficult to study. On the 
basis of judgment, past experience, and 
radio precedents, certain conclusions can 
be reached. 

In the past, a school of advertisers, led 
by George Washington Hill, held the be- 
lief that the minute an audience begins 
to gripe publicly about a commercial and 
swear they’ll never buy the product, it is 
a sure sign they will be your best cus- 
tomers. His pounding away at a single 
theme, on a scientific basis of repeating 
the slogan at regular intervals in the con- 
tinuity, certainly paid dividends. Only 
then was Lucky Strike the leading cigaret 
by billions. After the death of Mr. Hill, 
the pastel version of this philosophy was 
continued, but without the firm hand of 
the master annoyer of them all. 

s The philosophy of pounding away on 
a single theme was carried forward by 
other extremely successful advertisers 
such as the soap companies, using a pool-: 
type commercial, which was repeated in 
rotation for a year on the daytime serials 
without change. The great drug houses, 
such as Whitehall, were also ruthless in 
their driving home a single point with 
absolute repetition. These companies have 
carried their radio philosophies into tele- 

Obviously, when large investments are 
made in film commercials, the cost must 
be amortized by multiple showings. The 
majority of television advertisers are do- 
ing just that. The live commercials are 
varied on a weekly basis and certainly 
provide infinite changes of pace, but, in 
general, lack the slickness of film com- 

The ideal compromise is in the rare 
personal salesman. Arthur Godfrey alone 
seems to provide variety, absolute enter- 
tainment, and sales results. The Arthur 
Godfreys are rare, hard to come by, and 
hard to live with for the most part. Lucky 
is the advertiser who doesn’t have to wor- 
ry about when his commercial is plumb 
wore out because he has a glib medicine 
man moving his product. 

Let us assume that most commercials 
are changed at regular intervals because 
of package changes, price changes, product 

On the Merchandising Front... 

claim changes and, soon, color. Let us 
further assume that the client and agency 
will get tired of the commercial before 
the consumer does. Let us further assume 
that no reliable research on the subject 
will be developed in the immediate future 
to aid in a decision. 

The hypothetical situation is now this: 
An extremely successful commercial has 
been running in television for six months 
on spot or show basis. How long should 
it be continued? 

1. Can a better story be developed? 
There is no point in changing a copy story 
that is working for an inferior stcry for 
the sake of change. If the aging commer- 
cial is basically good, variations in the 
presentation are a safe means of prevent- 
ing its getting a negative response. 

2. If research shows a negative re- 
sponse to the present commercial, is it 
reflected in sales? Often the public dis- 
likes a commercial, but buys the product 
because of the believabiiity of the product 
sell. Sales sometimes can direct the ad-. 
vertiser to keep on with his annoying sell. 

ws 3. Does research show remembrance of 
sales points? Consumers who are subjec- 
tively vocal about annoying commercials 
can often call back most of the sales 
points while remembering very little of 
what they liked. In this case it is probably 
better to play the odds and keep the com- 

4. Does the audience leave the set when 
the annoying commercial comes on? If 
audience flow charts show movement of 
audience away from the commercial it is 
undoubtedly time for a change before the 
purpose of advertising is completely lost. 

5. Does the annoying commercial have 
collateral benefits such as jingles sung by 
children or comedians making gags about 
it? If the trend is in this direction by ell 
means the commercial shouid be miJked 
and every mention of the product utilized 
until it is run dry. 

In this vital area we again see the 
problem of trying to lean too heavily on 
research to do our work. Most of the 
disastrous effects of staying with a com- 
mercial too long come after the fact. The 
sensitivity of advertisers is stili the best 
barometer for knowing when to shift 
from an annoying commercial that is not 
only annoying, but negative in sales re- 
sults as well. 

Trade’s Opinions Seldom Jibe 
with Trade’s Actions 

By E. B. Weiss 
(Mr. Weiss is director of merchan- 
dising, Grey Advertising Agency, 
New York.) 

Beware of critical opinions from the 

Repeat: Beware of critical opinions 
from the trade. 

Time and again I have noted that, where 
the trade—wholesale or retail—is given 
an opportunity to criticize, the “respond- 
ent” pulls out all the stops. 

Indeed, when a group of wholesalers or 
retailers gets through enumerating all of 
the sins of a manufacturer, it becomes a 
bit amazing to discover that that producer 
is still in business. (It is even more amaz- 
ing to note that most of the bitterest com- 

plaints are likely to be voiced by factors 
in the trade who appear to be doing a 
rather neat volume on the line they rail 

As a matter of fact, I have regularly 
been struck with the unanimity of low 
opinion held by almost every factor in 

business with respect to all other factors 
in business! 

* Thus, most manufacturers, privately, 
take the position that substantial segments 
of their customers are first class nitwits. 
The wholesaler, who is in the middle, 
takes much the same position with respect 
both to most of his suppliers and most of 
his accounts. And the retailer has no 
trouble at all enumerating the foibles, 

Advertising Age, August 9, 1954 

The Creative Man’‘s Corner... 






si - = when omy 
‘ sce Sem ees the best wall do 

about smoking.” 


Right or Wrong? 

We wonder just what slogans an advertising man lives by. Does he para- 
phrase Decatur and, chin thrust forward, proclaim, “My profession—may 
she always be right. But, right or wrong, my profession!”? 

As we say, we wonder. We wonder how we would react if we were an 
agency copywriter assigned to a cigaret account and were asked by our copy 
chief, our employer or our client to make capital out of the second and more 
compelling wave of doubt concerning cigaret smoking. 

We wonder how we would justify to ourselves this particular ad for du 
Maurier—if we had written it. Would we say, “Well, actually, when we say 
‘safer smoking,’ and when we say the new du Maurier filters will ‘filter out 
much of the “worry” in every puff,’ we are not referring to cancer or heart 
disease. We are just referring, generally, to the normal concern people have 

Or would we say to ourselves, “Our job is to sell cigarets regardless of | 
their possible effect on human beings. 
mobiles because they kill so many people yearly? Should we refuse to ad- 
vertise firearms for the same reason? Air travel? New homes?” 

Maybe we could quiet our conscience this way. Still we wonder. It is just 
possible we would advise our client to state frankly that nobody knows what 
it is in a cigaret that may cause lung cancer—if it does cause lung cancer— 
but if it’s either nicotine or tars, du Maurier filters out a degree of both of 

With Kent also claiming the most efficient of all filters, we think this 
frank and outspoken approach might just possibly be more effective. In all 
honesty, we could not avoid mention of the one subject we are confident is 
uppermost in the minds of most smokers. 

~ ~ 

Incidentally, we recommend the following as a really memorable phrase. 
It comes from a full page ad headlined STILL MORE BIG NEWS ABOUT 
PACKARD—and it reads: “In fact, the swing to Packard has gained such 
momentum that sales are increasing.” The italics are not ours. 

ee ee , ( 

or ( 

Still More Big News 
About Packard! 

Packard Motor Car Company 

Should we refuse to advertise auto- 

frivolities—and worse—of his resources. 

I even find that the low opinion which 
most manufacturers’ salesmen entertain 
with respect to wholesale salesmen and 
retail salespeople is returned by the lat- 
ter—with interest! 

Be that as it may, my observation has 
been that, where the trade is asked for 
an opinion on a manufacturer’s policy, 
the trade tends to construe the request as 
an invitation to criticize. And the trade 
falls to with a vengeance. 

I was reminded of all this when I read, 
some weeks ago, in Women’s Wear Daily, 
one of the truly great merchandising pa- 
pers, reports on interviews with depart- 
ment stores and chain stores concerning 
their attitude toward the cut-price pro- 
motions that are quite prevalent in the 
toiletries industry. 

= The trade’s big complaint: there are 
too many of these cut-price promotions. 

There were other complaints, too; the 
promotions were poorly timed, ran too 
long, etc., etc. But the big, big complaint 
was: too darn many of ’em. 

And the trade is right! There are many 
too many of these cut-price promotions. 
The manufacturers who originated the 
concept, and who developed them into 

an annual affair that profited everybody, 
now must contend with a host of imitators 
and Johnny-come-latelys. 

But do you know who is responsible— 
largely, if not entirely—for the multipli- 
city of the toiletries cui-price promotions? 

And do you know who actually pre- 
vents the total number of these promo- 
tions from falling off? 

You guessed it: the department store 
and the drug chain! 

= Time and again, the manufacturer in 
this merchandise classification is told by 
the trade: “What you need is a whopping 
cut-price promotion. Why, do you know 
what we did on Blanks, and on Blank- 
Blank, during their last cut-price promo- 

And if any of the manufacturers who 
pioneered this type of promotion were 
even to think of cutting away from it, 
the howl that would rise up from the 
trade would drown out our most loud- 
mouthed senator. 

So for the third time: beware of opin- 
ions from the trade. 

What the trade opines and what the 
trade buys may be, and more often than 
not turn out to be, two quite different 


esa ne 

a ee 

= Se 


> Rtas on 4 recta a ae ee Sahin Ka een eR Et CE fae ea eS Ney Mia Rn Pee at th Ohne Cam. FD Bait Lee Eee oa ener aes fo Leer ce SN SON kp ee ts poet) oe Ra ater er one APS ch ee rer Sea gE eed sence eke rat it Seis Ake ke a a oa 
A ee) Me Stat} ee nt ae age es deers File Brite rg ee Be aa ie Te Rivne oad poh bp Mee eR ay Bef Ma ide Vas EX Br 1S ater Ey oy = PR re Tue ep Rie ge ge Su Nat Oe ener ae, eh pL we a pA AL SNe My Be it om) * Z ae Mi o! ee SRS OS, Pig ae Mee derek eal aie Eas Uhre Sa eae rs 
SNL 5 hts pale See ee ors CF 5 cae nigel ei hew eo ger ae ee est Ry aren eae Weert ATES Mi is Rela eh Sire onriare at re eee ak a at (ope Sie ka Goer ye ay ey ew FT 3p $e sgt naae grant Maps hoe ana ait pals Vin Mera Oty 2 hale ea Nom, bw eo i eh ee a et! Supe. GU, Hom bios eae Shee SoS bares 3 , 
xt hae td pioraigt sis? a ie: eee Sada oe ce Gaba gS CATER inva SRA aes eal ce ee on Ape AON Net a OF eam Ne hp Eo STR ek Foe RRR Ee HCO eae pi ak etn Gi a ea Zoe ye Rs Nea. UE nen Oe Rm ost SER he etre 
Cig. Tanah gatgh (cheap lane ge New s Ra tet SRR oe eS, Ee rae Renee gah. Ci Tea Ba cette Art as irae Soke a Td ta Oo Oe Ne ecto tae od Pats See AS, Geno Re eer SS Weg SAN meal eo, BATT ey aes: TO t By heal Boe te i ree We yg a ai 2) Telia = ie a ar 
' GE Maas Ln AO Re aes Star eee |) oa ee en woe aa ee) se alee SY aoe te ase Sie gy ber a og! ae iT a eh a NS x is: pw) ae ee eA | STORE ete! 8 or ocak OF ey eee AS eam tons eee eso ky 9 gt Ne ead Ne as ie ‘ 5 ft ce ite aD ae at a mn 2. Pa A Be ONG Re Cn what tiie a Ne 
Pua Ge ht es ecto ieay Ree e, RMPENE i at LETT 18 Ogee Beh? Recep 2 ey ee ban ae pee A ects oats hk, Sng ROBE Ye Rn ae ee Se Me RR OONALS BOS co aes edit, US A tas 325 Pate PB ak Geena fag PR Eh Ama non a Bs a ‘igen pae oe 
Bese, crea eee ites SOE Ie RPE ey eae ae A ta SO piesaeomes Fe epee Mae pee TS eae ae aS ee ei oe Rae RS SO eae CART 2 y RN Sage yee eo ae ea eA agen oh Sp Foss oa yl ae PORE EE oa eearame es 
Sale nar eae 5 iba # Megoes ‘ Moen FSS NRL ey eee ae. ‘ unity 1S Say Ae” age nae ee er eee ee ee ee a Agha nae : ena eggs eae oe uta UR iN ig a Se AE Seat ce Pome ath hy AY 
ee - Pe tae ee sain of ke Ms asl ee oe ce ee i ‘ . * ES We hea 3 * pee ~ al 3 é Ys r 7 ma i‘ ‘ Eig re a ete - aici” pe ea 9 ‘ [ 5 We % OO ia a ei Si 
+ TEST areas ¥ f “ : ¥ ’ ts r te < st i ‘ e eee ? 
ee 5 ® bats Seed BA 
pos Dh eae. 
Fete ohn eee 
em aes 
i: 7 mie 
\ 7 
; itm 
a a RL LL LT A » 
: ; 
be cin 
ee | 
j } j 
i ig 
aS fj 
Lae ie X i 
at: im me 
ise ' ae es. 
Cros ! ra ee es 
i ae 
ee | ieee 
eee ta Tea 
Ea a apa Bie. 
Be Ai Reg ange wr Popprrina Of Parhard and at) ihe cows Reon | been printed un the y Ree ees 2 
ile ecapagere’ The agent 1089 of Jt» Ue orem etons pubhe ietevet the greet Tange ae 
that ee happening Parkirt — cmong thew Packard = wanutatunng (nites 4 pos ae 
; fe Ue eter tnt Pickard s treet wennstne f ove enters tty Saing i en 
= Panto» Cetren These mare cope oe th Parkard Program plus all ts ther ; a 
n seed tag me on lores Rave Med the publer « intereat wm Partisd Wany Reve vedio yg eet 
a conrad Farhad aod Ihe outer Mung sete inie= (he! prowdl Nay hus (nameus name hea a 
ae. Parterd © on the march’ ' fart the song wo Partsrd Sep quae’ curt menentun et onal ine 
9 Sas ha! emlee ars oncremsung ed hy Mereuar tuyere are comparing and test dr ving «nee pet 
Lie deers rimy that PORE ere thaw w+ other car allem the pertarmanee ges 
—— the NeW and Uh olin ene demanded br We 4 and temerTee & guaere Pe ea mee 
ona | Ree ae, 
see 4 Wr ee ee eee: Semen wee Sho. Sah eae 
“Sede ent we eS we Hey Ee: eeeee See - Nee o wnt ao ees eme Sie ees 
fe pain nn eS SE pp OE ere aaa 
agi ——— + en | eet eee oe Ds ie ea 
| ae ee SSS gn ee 
rs Me mek nee ene meee tm a ee ws eer enon y ase el. 
Hf A cost cue = oe 
7 oe ee Mts sme ee a Ne: Ne OS mS SP! iy Nake 
Se Ss ee ees ; i 
ee ee SS Se rece oo camen 7 
Sacer es SE SSSeee 
ee a 3 
demos See see x ieiseieken’ , 
hte en ee ee ee i A 
ie 7 Scmamsseme leermeml© Swe ere se | fs aie 
a AIsisss STS. LS apts ae 
— teen oe: Se em Ne ete ae wealal tp ey aoe 
*¢ as ow @oweonmew ’ ye 7 
emans anaes nae wmsemecene wegen | ee 
J i ed ee ee ee nee egos ad . 4 Ba il 
: regular SR eal er te  . 
; king Des seas cea ae Beene I es 
nea ‘ OE omge wae: some “= et ee ee eee ar — se 
= om on. renee —S e  e  e t “ee “oo = ant dit 
os — yy RY in a 
gee St ee oe ee oe ES oe 
is SSS Sarees LSS iacuus eae 
ie ' Sinus: “iisaes See ee ee 
ie sae ie ee 
ete fis Sitesi OS ee if f i 3 28 
eae SSS rai eee “ nee pn 
ee VSL —_ A Rea 
ne nes Am Swan ancpeene ; as ee 
REA Seco 
| it : 
sues ~ as : oo — ef 
ey : ee se 
a eilates: ) POE Ne 
as } AEB ti oS 
2 | tee 
nas r. ita Wit 
ord < id Se ag 
pee ) | i 
tes h Oe aes 
pee a Pe vi % 
x oak sea cee 
, ley ae 
Sea, Badan 
= Lom ' ee 
ae ; eae. 
- eee Se a F 
Ee _ ems: 
i. . aa 
& id 7 - 
~ \ _ 7 
Ya a . } a 
‘oD ion 1 
oS: Seer 
Eas eas ee 
i vee cenit! 
in “* et 
6 \ é "a Se eee 
Py & & ‘ 
eh: et 
aa?” wines 
ye _ 
e5e oe Ee 
Sees I i" 
Be a: iy ee) 
ee is ros. 7 
{ Piers, 
ai ae H eee ga ya 
Rape lea ata g 
ike ie 
a -_— 
FAs Sew f r eas 
es a 
aie H ea 
i a 
e ‘if Ene 
pag Te gee 
ate if hah psig 
fa Bale DDB PPP PPP PE } ay S 
canieh y ES eae z 
SU nyoe aa 
Ae “a : 
ens fe ; eer 
Sa 234 Re ea 
LS St A 20) Sot 
es ae 
Bret ; FS Shea i 
meanaly : eg 
— tealin aay % 
Sha Be Ae. 
ee ehh a 
pee: 3 
ae a 
ey f eee 
Tre pe Relig 
cee Be Se 
et We ae ‘ 
ro ne et ae 
ns a 
a SUNG PO ; ef rt 4 
R; aeaey ; ee iy 4 
a Bates a ee ee 5 
igual as < 
Smee ‘ / ae 2 
MiP i ips ena 
ae | ee 
Gite oe ae 
ey os t i ld 
pat 4a 
aS gers 
Bee ee Biche 
: Beier 
a EE ats 
7 Ne 
ee q 
rae : | - ; 
ayes —— 
my atl Be 
et ae pee 
ce Se 
‘| oe 
prose - 
aes eee 
= 4 ne iat As 
Dae eee 
ey = Ao ae aa 
bp es ‘i e . j j ‘ = He ‘ .e SMe: Nene EF Tica ‘ Cee ; tg 3, Pees ty i 
= wae ole y +i et. oS ‘=> * 5: ‘* ree ~ ee" 2 ar ¢ * ; eon a a & oF = bl ead, tig a. te * = oy a th 








off its trolley... 

Used to be a standard gag, not so long ago, that 
some neighborhood wit would call up on the tele- 
phone and ask, “‘Do you live on a trolley line?” 

If you answered ‘‘yes,”’ the retort inevitably was, 
“Well, get out of the way—a trolley’s coming!” 

Today, that old wheeze wouldn’t work. The 
trolley is going or gone from practically every 
American city. In recent years, fine autos, fast 
trains and buses have eliminated the need for liv- 
ing near our places of work— have stimulated the 
amazing growth of suburban living. 

In terms of pleasure travel, our brand-new mobil- 
ity has created a big change in our way of life. 
Where once we were limited to a rare excursion to 
the end of the trolley line, we now can and do go 
where we please. 

Since its inception, Holiday magazine has been 
the foremost voice of this new, mobile America— in 
fact, its reason for being is the big change to more 
pleasurable living, to ‘“‘everyday holiday living.” 

That’s why Holiday readers— more than 850,000 
families—are actually the leaders of the big change. 
In every community, they’re the first to travel, to 
enjoy new pleasures, to accept new ideas and 

This responsive audience has made Holiday the 
most successful new magazine of our time. 

No wonder so many advertisers have climbed 
aboard the Holiday trolley—er ... band wagon, 
that is. 


its readers are leaders 
of the big change 
to “everyday holiday living!” 


BE Ee Pe BES 6 for Rah, ide Soy Ae EES Se LE Bie ea a MDA RE Anan eA es Rae age AS Moa Fae Tots Wreck Some, ng Rate, ig STi aapeunane tetany en SU Sco pe Tarp a bage: OR rr ee gate Ma aap es Ree oS Dh iM Rae eR ah ELE tc NAR ug 
eet he Soe Reg ge ae Whee Witte ore og ee nen ie en 2 EO ee meee . PD Se er ee a ee COE NL TO ern w Bre fe Saat oh sist “S yk)? wig Cag ey 8d OE eae t ney ie a ee | nig ee Ta Me kes ing CR at ee Boia Ee Ag) Pape MAE, We Weal, SAM CARIN Se OE gimias 
Ar reer eta cee ae A ee Cre Eee emer Acme beh Ba SR ee ae, oe Me Oe he ks ee ae Pert a Neste ae « SAA Ce BAe Bian is Ba aed eR CS Peg ha. Wee Tyee: og Ne BSCE IPM Rie Pp SE team! gv oak Ce Sa Cag ag Mabaso Papa ie ei a ta eS gl a il pee Ne eg es ib ee beret Ftsis” i 

= hepa: NR Ne Senna cor Shae cuales Weak ie Se eggs See Mera ee Ga ee a, aS peau int EOE MR SBR CN col! Bry Sth he Nee ay BE rns teenage a ae ieee ab ga eh eee OTe ves oa TO hip AP eee SRE se Shae TS, | DMT E we Tobia tak Degree ins ne bij Lop bo Canale CU De in et eh Be ai 

{ye Seen e ry a RO Se og Rieke 3) 2 Sez: i UE eS SoG) re see Z See dae Bec ae re ene Coes Sere RA es Sr ata i 2 ic ae mee age Pea A SR aire Or ON De ER aired Soke Wen DIM a eee ict en ae Bee he Hi ae a Lee Vii. oes Meh Fac Shes i ln eee Soke PAE ALS ae roy Garo ae 
ea Soares Se ea co aameee: oho teeth: ty igo na Sy yg eR? oe ene neti BESS * SR ae | se Rae Pays wee he oe) Gy eeaeeaariree (8 resp 5 ‘s fie m3 ies 7 ae oR Pg ie Bitte oe se ens we a a Sn ae 

Ss oO Caan vie Rape Soh Ve Sao pae/22P% ire ak A aM Salt -2 Te we a re ST Enea eA A aakeg eel, is ay pad on Peer tee ae os se Ree, ae airy Se aa aaa Pie ee eae Pex ina etsy ak 

ae ace ' ny : ie inge ah leit si ea ae Fe en eae ae Fe eee 0 Bi SIMONE AA eee eas Mh ley ft ca Sate Feet Vem eee nneemer pein ie ROE L pakeeae ag Peete eR ee rae 

: os Coe +8 oF ee en Pere rueee fC, ee Ly Ses Rhee So eee eee Ja ae Eo ee f" Mg, aes A ee ao ore eye S| a ; ye ares 

ag ° ’ ” a Se hia See tag ee 2 eke ee ee eae. eS i ie a, py cee is Yep oe hace a Lr a Meets oe Pe oe 

ah pie . ' aE ira Saree sy TQM a ae hore i te = ps NNR y's <7 fe a een eee = 
; ; \ 

i i : 

; ‘ 3 

5 i 



im if 

: | 

i  &§ } | 

7; : 

| | 
a | 
i N « + 
i" Y ] 1 
Hh | 

i iT 

ve ¥ 

H | 

_— | 

oS ae ” 
«ees ! = 
¥ b ots) ann ae 
. . Te ae. 
—.. a 
} ; bit et 

ty Be) hee 


j cls ae eae A 
pe a + ) ; 
satel. 4 
hee ae et 
. : 4 . 
yer ; gs 
oe ial 
cs Cana 

ae AN - 

See a) - = 

ies ——— ‘ 

tf ins q ' y 
| a see j ( ra NS a Orr 
{ eats, % Weis 
| i peas PP S SS 
j oobi : 
| ees Sie 

5) Site iy ae 

5 ! ‘ st 

oe : ~~ a, 

B92 os po - 

\ eas ge i 

ey a ou 

mi oat 2 eS 

rs \ a as 
es: % 

| Sree 

me taht ee 5. 

eee ae 

= , \ 2 
i. <a X rae 
| be fi \ : 
ee a a N 

» i 1 een 
x) ‘ wat 
\ Sag j ae 
! Vie | \ at 
See | ‘ 
' Sse 4 

i Facts st ce H \ NT 
Dano | DENS | 

; : as aoe Pi 

——— ' a 

ee | WZ ———— (05 1 | ef 

| oe a | e hae 

i Se Bas j | . as 
di pay | poe 
q bpdiata 1 | * is 

Bees: aes 

Bees come 

f ’ se a ‘ Sieh 

Boe. = fo ot . me 

ae ee Se — ] i! ~ « ee : sy 

eee (#4 om : \ me 

es nes / | re yok 
eens | Leet 
catch) | ice 
ry ee i ~ Ren oe 

ee — « j lg 
fue foaee Seems | ane ee memento | ey \ onetime ¥ ~ e eae 

ae Ca ~_ re 
ae nf 1 | oe Hy \—} 1-4 ra Fe wy RS =e 
- Toes ) | 
eee! , ' Bers 
a : | — ree fem | ee ~ oo | ge 
j tae, .F Cc : 

a is : & oo 
ae ne - — 4 -~ 
3 | 1 >) 

Foy ; } A 4) ~ ‘ai 
{ * , _ € , “ 

a A Tl ma| | ve ‘se —- 

Z — i alls aa 2 == | 
pear } p—— i AED OS Week bam, ete wy fm wee tn Ae — <a 
eye a me ae | i mapa See ware § er et ©, ces % eae nee 
A apes ' ie 
eres 2 ' a, " Ba 
Ce 3p ~~ a" ee age 
yee ney 
th ee, \\ // XY \ \y wa. yy LJ rad 
oS /N IN ez \ a 
ey ae | a . 
ee ae 

a athe oe 


Employe Communications... 

Illinois Farmers, Business Men 
Talk Things Over 

By Robert Newcomb and Marg Sammons 
(Mr. and Mrs. Newcomb operate 
their own consulting service in em- 
ploye relations.) 

The farmers and the business men of 
Winnebago County, Ill., gathered a few 
years ago at the suggestion of Francis C. 
Spence, who is the go-getting secretary of 
the Rockford Chamber of Commerce. Mr. 
Spence had noted the findings of Opinion 
Research Corp., which disclosed that 53% 
of farmers interviewed felt prices paid 
industry for equipment and materials are 
too high; that 60% felt industrial concerns 
banded together to set prices; that 39% 
felt that profits were excessive, and that 
farmers generally felt that there should 
be a top limit on salaries and price ceil- 
ings on manufactured goods. 

On the other side of the fence, Spence 
was aware that most farmers know noth- 
ing about stocks, according to the ORC 
study; 70% admitted they wouldn't 
know where to go to buy stocks, although 
farmers generally know about govern- 
ment bonds and look upon them with 

= The abyss between the viewpoints of 
Winnebago County’s business men and 
farmers was no greater, but probably no 
less, than the gap between similar groups 
elsewhere in the land. It was the belief 
of Secreiary Spence, however, that if he 
could get these groups together on a shirt- 
sleeves basis, visiting over a rail fence or 
a few ears of sweet corn, economic under- 
standing might be helped. 

The first such fiesta, held two years ago, 
was a great success. On that occasion the 
farmers acted as hosts; the business and 
industry leaders toured the farms, dis- 
cussed the problems and shared the food. 
Last year there was a turnabout, and the 
farm group—farmers and wives—probed 
the mysteries of the factories, stores and 
other business institutions. They spent an 
entire day, and many among them had 
never been so close before to industry, 
with so many opportunities to ask ques- 
tions about it. 

The farmers reversed the procedure 
once again a few weeks ago. It was to be 
noted that now the conversational bars 

Tips for the Production Man... 

FARM PLUS BUSINESS—Edward Truman, left, 

Illinois farmer, shows a healthy stalk of 

corn to Alan C. Mattison, president of the 

Rockford Chamber of Commerce, during a 

visit of business and industrial leaders to 

were down between the two groups as the 
business men returned to the farms to re- 
new friendships and to get up to date on 
farming facts. One visitor, factory-bred 
and strange to the ways of farming, con- 
fessed that these exchange visits have 
given hirn a new insight into working re- 
lationships with his own employes. “We 
in industry are inclined to take too much 
for granted,” he pointed out. “We expect 
the farmer to appreciate the problems of 
industry, although we are slow in grasp- 
ing the problems of the farm. Localize 
that situation to the relation between em- 
ployer and employe. We expect the em- 
ploye to understand and be sympathetic 
toward the problems of management, yet 
we give much too little time to the prob- 
lems of employes. We delegate as many 
responsibilities as we can, and sometimes 
I think we have delegated too many.” 

s The Winnebago County farm-and-busi- 
ness affairs are annual, but month in and 
month out, the Rockford Chamber of 
Commerce people keep alive their spirit 
and intent by seeing to it that farmers and 
industrialists meet and talk often. It’s a 
sure-fire formula. 

A Slight Case of Imposition 

By Kenneth B. Butler 
(Mr. Butler is head of the Wayside 
Press and of Kenneth B. Butler & 
Associates, Mendota, III.) 

As every production man knows, impo- 
sition is the pattern in which pages of 
type are laid out in a form which is being 
prepared for press. Too many production 
men have the errroneous idea that there is 
just one correct way of laying out the 
pages and they do not bother their heads 
about it. 

This is pretty largely true if the form 
being laid out is to be saddle-stitched. But 
if the pages are to be bound by side-stitch- 
ing or perfect binding, there are many 
folder variations possible which affect 
form imposition and which may reduce 
many a headache for the production man. 

There is one standard type of fold pos- 
sible for sheets folded on tape and knife 
folders when right angle folds are used. 
Roller type folders open up numerous 

variations in the ways that a sheet can 
be folded—possibly as many as six or 
eight. Your binderyman or printer will be 
glad to give you imposition sheets or 
charts which picture clearly for you these 

sw Without confusing the picture by de- 
scribing why varying page lay-downs are 
possible, I will give some of the practical 
advantages to the man who wrestles with 
bleeds, color forms, color splits, etc. in 
order to gain the most advantages for the 
least expenditure. 

1. Where paper sheet size imposes limi- 
tations as to where bleeds may be utilized, 
you may be able to accomplish your de- 
sired bleed in a spot otherwise forbidden 
if you change to another folding pattern. 

2. Suppose you are trying to use sever- 
al colors of ink on one form by the use of 
split fountain and color separators. Try 
as you will, you do not seem to be able to 

get the pages adaptable to a certain color 
in proper alignment on the form. A switch 
in the folding pattern of the sheet may 
open up a solution for you. 

3. You have a sheetwise form (certain 
number of pages in one form backed by 
a like number of pages in a second form) 
and wish to confine color to one side of 
the sheet only, in order to hold down 
presswork. But this puts the color pages 
all in one section of your catalog, and you 
wish the color pages more widely dis- 
persed. The answer here may be to fold 
the sheetwise form in two sections instead 
of one. This permits collating the sections 

Advertising Age, August 9, 1954 

in different positions. 

4. You plan a form with press stops for 
imprint changes. Let’s assume that your 
page with changes comes in an almost in- 
accessible spot in the form, increasing cost 
of making changes. Consult optional fold- 
ing possibilities; you may find a pattern 
which puts your change page conveniently 
at the rear of the form, easy to get at. 

a There are other tricks in imposition and 
folding which may assist you in solving a 
knotty problem. Your binder or printer 

will be glad to help you eliminate these 

Looking at the Retail Ads 

Bo Say WRG 
WS 7 

S ] your’ big spring’ ay 
aoe ina Pes < 

— ~~ package ~ 

styled in glorious furs, 


B a bi ve 

, } 106 N. Blokely St, Dunmore Corners 
Phone 240240 

Lowest Prices... 

By Clyde Bedell 

(Mr. Bedell is a consultant in cre- 

ative advertising and advertising 


These two ads appeared in the same 
paper the same day. They illustrate two 
very important aspects of the good cre- 
ative job. 

One of the toughest things for the cre- 
ative person to learn, I think, is to lift 
his ad above the level of the impersonal. 
Most ads are written as though the writ- 
er were in an insulated capsule away 
from life and living. The average ad is a 
bloodless, vibrationless, small sack of 
dry words. 

It is well to make the headline reach 
into a typical living situation and touch 
emotional buttons of response. Then it is 
well to develop the situation in terms of 
adroit personal persuasion, completely, 

Both of these ads are better than the 
usual ad with a single noun and adjec- 
tive headline, like “Little Fur,” or “Pre- 
cious Mink,” or “Flattering Stole.” 

= But the one at the left doesn’t jell 
with clarity. Nor is the story developed 
beyond a first fillip. The incitement, if 
any, is over with the headline. The copy 
is impersonal, truncated. There are only 
two copy sentences, the second one in- 
complete. The only claim for this par- 
ticular store’s furs (the headline and 
first sentence apply presumably to all 
small furs) is “Lowest Prices. ..ANY- 
WHERE.” Which is ambiguous, and un- 
questionably untrue. If it isn’t untrue, 
the furs must be doghair. “Fine fashion 
and taste,” since it seems to apply to all 
little furs, must be intended to apply to 
this store’s, and fashion and taste do not 
come at the “lowest prices anywhere.” 

It seems to me a newspaper could 
quickly show a merchant how to make 
such an ad worth at least twice as much 
to his store—an interesting thought in 


Just a hint thot you wont Little Furs for Easter Area boston 
severtte onan teshing for one wag ate \URUTOUS 
for you. So tell him—ond then come 
be deiighted when he sees he aor tore Gasiat-enb 
pleose you And our moderote prices will fit night in with 
bis financial plans! 

“Yh # 

Seranton's Oldest Reliable Furrier Since 1892 

view of the recent official retail protests 
to the publishers that rates are too high. 
Actually, retail newspaper rates are the 
biggest bargain a merchant buys—espe- 
cially the big store rates. For they have 
gone up less per inch per thousand of 
circulation than anything else stores 

No—rates are not high. Instead, copy 
is weak, selling is vapid. Skim milk copy 
produces fractional results, so rates seem 

= The ad at the right is better. It is a 
simple approach through sex. If the copy 
were more complete, the ad should have 
done well in a difficult fur season. It’s 
hard to sell furs, as this column has 
stated before. It takes good copy and 
good furs. 

Good copy whets desire, carries con- 
viction, and provides a good and con- 
vincing urge or invitation to “do some- 
thing.” Although this ad at the right is 
better than most fur ads, it is diluted and 
general and spongy. The whole thing 
looks like a mat from a mat service, 
though I don’t know that ts be the case. 
If so, the merchant could have altered 
and enlarged and completed the copy to 
fit his store precisely and profitably. 

# Here again, it would be profitable to 
newspapers—I think—that owe an obli- 
gation to merchants to coach them in 
the simplest, abiding precepts and prin- 
ciples of advertising, to prevent such 
fractional ads from appearing. It costs 
just as much to run a weak ad as a com- 
petent one. 

The two important aspects of the cre- 
ative job, mentioned above? One: to 
make the ad a little slice or component 
of life and living. Te make it fit into 
the man-and-woman affairs of the day. 
Two: to make the ad complete, so its 
copy story goes all the way it can to 
make a sale. 

Re aan i Bee era. Bie ia OY a Id nak tant Sri Rete ehh tea cones hth nk Teac we ama ae ae CS a Cain 0 MR a. Soda Th aah eee RM ete Get oer eae >| “oy PICA yt a NMI wis Us We Sekt] Sa aE eee CAS Clie | Sater ee Giga WAC a otro ar re Rae ec aS, nee 
BME Ee IS AR SOE eke Bay She Ree Bey tage EE Belen ee oP ep MENA pia! pe ete EE ta Peis Nk Ae ORS Re Bee UT Ure ony IR NER HREN a yx a RNIN TR gre Err Ra CRS Balle NOE eatin ee a, Car ROR Sy ga EE Ce ie 4 Fee ey see nae A es aha 7 ake ae tice ae Seer ee 
fe r Ads SP RR BT pee en no AD ee eR OL oe ee ee aha See a a AS ae ny eg ier eho a ee Ee on 5B eM SE ST SF Mey, aan se RE Ot AEE Bes MIN MR Grerage Sg aie, Ue ay en a Bie ak Sr eis ie ak pie mike at ee Bie sD PT NSE eee ee te ee We ea? te ee ay ee TS Ne eee ee ee ae: ' Eso Page ee he Bred oe 
SP, iat Baer pee oie sae AS paras io: spear ible See eaters 5: gees Van e Ri iat ce aed re 4 PAT ee, ee lee ON ce ONY re ser he REY pees ® " SEARS fa Ep Cree ek fe, pe jhe aie SSS ay Resale sake a th sae cogs at tetra tetas aw oh Se ae cae TSN ET EY ie Pied 
Sah BT yy Oe aera ae aie PIS, Fe es Be MMe nA Uc err EN AME ace ck Oberg eae Sea Sayer vemigeaad ghOR aL CONT TAS Seer AN DEY CMRNSE A" gs ny oa mM aly 0 Gere a ae Maee tyi 7 HRS ST IG Sat A eNO MRUn PamaaW ares Pay Mat a MRP ioet musa er Wy Tk Soph One tay 
a2 kien oy Eh de sk Pitas EN Ae Wn’ Lea i RAE Rosas wane Oey See ee ed ml eg ee SS ee ei See Ry cre byetenne? ert ee hs ete eeeges Bo = gsiy bee eran eS eh Taye backing,” ig ge Cr BS ce aoe Se pee | See sh abe sue sles Ar AR Le Wy cog Uk 
Rat ee SC ho ie. Se eee CS TAR aia NaN Tr cre Sie NE GS Sto mene hey fae Sie es agate hha “ig tae Sie Ks a PORE: See gene the Sis Ree tkipte: ite age caCORE he TFs WX aN Boss on oe orig tot te ee ae Bees ee eager ry SR ee te ae a i Rea ae Res tae ee re Ni RES Say ag ee 40 Saree 
BRM er oy em Soe aes Ecce otic ein ane cere ee tee. DEL See em aco aaa ee aa Serie fo RR ak ae Penge: Sore ona pot acre ee Das BS a eee 
= Veer oe eyo ce eee ge ee Se « mea oe ae é eA ¥ i en teisy pA NA . A 4 Fe gas Ih ce ace Te) ‘ i SRE ie gt " Ns rae ie 7 PSUR RE se 7 y Sho teagan ees 9 Oko a 4 
ae, REN ie eye a9, ie eae or age Sl ctwee 4 eo ae ee Rly Pa ed Sor 2 ee ae Sg oan ea i J RS re es , mie 1 aes eure 
MP Se eer ee Bee = re ke a ee hs a eee : ; i a a ea ae + z Z Pr hes elton ae ech hk Neo ee ae ee , moe Maite * 4 et cf Ota ik Bee ‘ SEH Scat irs Reta ean: oie Sea Bes é : ; ; 
‘i Bein a 2 ss oath a ey z | ea eaplamataliglrs e “ye Ae ~ ‘ ‘ - : 7 OT a fae eWirhee 
eal : Verh 
. . Pee ee ae 
Lee beam es ys 
“Bi aa 
' A 4 
: | _ 
- ES \ | 
ass} a 
4 Bi 
| _ 
4 rs : 
; ) 
: | } 
| i 
; ; | 
" : ‘ 7 | \ a 
4 . 4 sd ‘ | { : 
— Ww. fe) me 
vale + Mag’ MD . pe : 
Zr i Re i 
: — : i, ; 
ae FY j ia 
% es? g 
a»  S aaa 
yi * an Nes, es eae q : 
; + \e ”) Ba - i h 
’ F ear ae oe saad a i 
a A “= \ » } 7 
at ‘ pias “* : ———— neat | a Bee 
pian a ~~ a 3 
oe so i wit gece 
hese ee ae 
7 rf ee 
ee 3 Sil 4 | Hage) Aiea 
“oe a 
* § ern avant 
.% saliadad | ore ts 
ek € sect 
a a - Pp + P 3 ? \ ee a 
ba) A i ne 
man DD os 
pak -_ ~ , ‘ } eas 
e Ce fos a ¢ > ee 
‘ « Ao F oe 
' wie Ne ) ete 
j } 
aad t : = : 
ee ‘ ? ' wee 
ce i ‘ ~ A fart ah 2 
= ; MF Bs ae 
« a — ey 
YA \ if nice s 
ce Yung Wega ig t = = pat ‘ 
orn ae Bee ‘ is eee 
Sap ae ea 
iS Te wraps you in the luxury of a = : oe Wis es, 
: P fine fashion and taste! Sroles, Ae moe ee See 
=e 4 canes, jackets and collars, young man’s eee ik ta gotten ea - 
bic : ee “a sb oars Booker 
SA Sek era ERR omen 
Se oe Fe Pe one 
can aoe ¢ ie fi m i 
‘ wu ie _s j It ie a 
Bien, turned to ie ie 
eins — 
ie or ; singed) 
beans thoughts of ; es ae 
an “S , a aes 
ee a a . \FURS By ye 
2a ey S nee 
Fe Open Friday Nogh ; # a 
he Other Evenings a 3 
x) By Aspowntmene } bi a 
eh ' t, iw 
om q 3 ey as? 
aE a (A ela 
Pets is era a 
Oat Sit 
as t tee ages: iS : 
ae’ ae 
sce ae Deas 
rer - Sie hee N 
a — = =~=—( 
ae } j ae 
ee ciel 
5 gore eee ii ise 
Same eee 
ey a % ee ene : 
— Shag a 
OE hs - A 
seats ie 
" i oe ee 
ae, i aie 
aie Boece 
aN ly i ert 
a: i poe he 
ae | eas 
On ae ee 
ee ara Crete 
ear a 
pie oF Y J A nea 
(alae ' Ae 
ee | on 
oan | Det eg 
“re il ere: 
- 5 Genes a : ‘ 
= — af As 
ae: ‘a i 2 aa 
ial ee 
: i. { Bey 
Ss) _— 
ed ee x ee 
med Cates” 4 eat re Taa 
i hee i j Eel seat oe 
a: . rela 
mre i_ SLeeat 
ee ee aes 
=e it 
oe Po = 
ae ' a ji 
Ce eae EEEn ERE fies. 
; Se 
aes ae. rie: 
sae Na wi ee Bree 8 
BGA ot 
= Se 7 tage FH 
os Ee vcd eh 
Ce aot | at ee 
: Ligh a: Bri Se 
enti | ee 
aaa # ee 
Re pele ee 
mle soak JENS, pen 1g alee, 
wer: ex EE 3h Sot 9 
Mag eo Ne Chi oa es 
or Aga aes fp 
pe cd ! Sete pile 
So i sta cat (Ly Bear ae 
: : ; i) * Wap ne Fe 
Be 2) ir Are 
: ae 
re i col 
ai » € 
d aa p 
a i 
' | i : 
; ue 4 
' } % 
: im ; 
| ia 
i i Senin: 
ME eels ’ liam 
pa RR ae one a - 
wae ae 
NS el - eee 
eee te 
Fae nk. Te i Ws ¥. ; 
Re eet i, is 
Oe ss ae Higa . 
Cyd, ; ~ Same” 
é Copel ee 
: mee ah ‘ % Cu ; pers i ee 7” va + ifs eI 
4 > ak 4 a eS > a Hi g Ae bs] - ‘ : % - 4 on 5 % . y ct 
aes | ‘ = Bess > etd Ger eek * : r tt ng Plas ee «os a P .; ur sag , . as) . eae 
i oe rae oe Pet Ste: SE a Hee oe ee : pee ee ie * ey Aa ory : aS eo iS Oe : peas fate 5 : ‘ a joo ae ; SOG 

“People believe in The American Magazine 
because The American Magazine believes in people!” 

...and this belief is confirmed by at least 60% greater reader 
response to travel advertising, regardless of circulation, than 
is produced by the same advertising in any of the other four 
leading general family magazines!* 

@ More travel editorial pages per year than any other general family 

magazine .. . with at least two full length travel features each month, 
illustrated in full color. 

@ An increase of 250% in travel advertisers between 1949 and 1954. 
If you have a vital sales interest in the travel market... whether ¢ \ higher percentage of able-to-travel families with incomes of $5,000 
you represent a place to go, a way to get there, or any product —_ 4 more, than is true of the four other general family magazines. 
important to the traveler . . . consider these facts about the editorial : a. ae 
; : ‘ ‘ @ \ new audience. Duplication with the other four is very low. 
policy and readership of The American Magazine: ‘ ; pert 
The 10,000,000 readers of The American Magazine have a belief in 
“their” magazine that is proved by their loyalty and responsiveness 
through the years. When you advertise, look at all five of the general 
family magazines. Compare... and you'll buy The American Magazine! 

*Details on request 



a 5. It moves goods because it moves people! 
People believe in American Magazine articles that stress today’s 

strong sense of family unity in making decisions, as emphasized in ©The Crowell-Collier Publishing Company, 640 Fifth Avenue, New York 19, New York. 
“How Far Can You Trust Your Teenager”’ in the August issue. Publish: +s of The American Magazine, Collier's, Woman's Home Companion, and Collier's Encyclopedia. 

Se ea 8 tak Ora feta rte Sail < Satins Cental ent oe Swi ARS dice al ois ane tees eh th SSIs k ike ata pare oN ss OS cae a Ee Ste ta aaa ae ate cn 
CRS REE) eet Eg ee, PIE SEN TP Ot ME is OSM Nee SUERE Pee 05 IO OIE A G15 Sse PERE OR are COR wen ithl eS) SRST aN. parece ARR Ming ge eRe Meo Lal ten 8 per een See MCR et Rp EIN Aa Ly Eh ae he hay hath EEE a Sey Mee SEY RAR, 8 3h Si STS te gy eae 
De tig ie ae Ra RS WR URS) ra nce Py CNM Nee eth trcad ENT Ee REAR CS | Cane Bd Bagh SLE ALTE! ch ea We ete et aera ak EN eases oie URN aes Si pei taa te, (88 ott foe Aenea ee ae Ste EN ee ne ER nT Beit! ere Oe aie et ge a re Eg Shon BPE i tt gu Pe nae Reh he oe lee at ts pak CeO ae ae ahi te Extend 
MEAs Ae Repeal ates Oy Eee ied ‘an ar na? oe canes ae eet ae? AS Bn el aie aan oe rena | yo eke Ny oe Er eet yn ree "Ate log ie tee ee Hesse UAL Seg ee Waa alr Oe Lee URS, Be sR anne a Ne OTR 5 a oe AG Rae ome ae laa 5h bene as ey ee aie el oe Ma aa TA gn eS 
SMe eg GEN Oe ee RE, Neca Dee emNeaeats <p 3, Detar =) a mneeemn A See Mey ea ae RS: Mtn ag wee ce ert dere e: eet eet catia Keenan ay Sexeeme eo eae igor, PY FORT ae Meare Mane Ey ie 2uae agi ak pS AN eto rR Ca tah ih Gu ele roan a ec, 
Moats aCe en er ae pe lh hs ee ee ae: Bi Se: ae “ ae = aoe Be eo tea tan tenet ret yam: Tine ER ire eae tate hc Shae AR ae a aoe Oa freA Se ce eas oc, Renae roe mel ovr aa ts 0 tee 
SS ae A en ee meee i AI emer 8 ee ee ee ae ee re es OMe re mate gr eee ape en aoe) Sem woos eee ies: Bin AE Pie Se ee 
a Sah gis yaya - ‘ P + esters Eu ts ~_ Ecnliten. ee aealry “2 e ‘ WN ye” AR Rte waka une Bee weed, * He gad Rye tee Oe oe ee a A pos EELigezw Siggise fo, OS x a 
IS atc eens . . - rae ae Ag i 
Ta ee aaa ‘ . 
Ree eh 
besa : | 
_ : oh, 
ia \ re . 
H ) ay ce eg aetna | 
; {| oer ERR EEN ce ee ’ 
ih iy ‘ : 
au at : " ‘ i : 
ee . . ‘ iimnasneieniabemnenmemenantien ) ee | i eeeeeeeanaeennnititie | 
_ 4 : en ne eg ee SS TT " : 
an : nn <A eR ee ee acm ED, J 
- — tee a RN A J 
{ See eng es a 
ie ‘. 
: ne ia sy emanate | 
> ; ey Ce | ee | J 
. " 
: “a cenmnattigtemninsdinads PSS RIN SS PNET er 
3 a | ; : oe i os ee eee ee ea ee} ’ 
a ‘ : ys iititaiaiaitaiataiaalat eed ' fn 
y q . caer eee 
; \ * a y ee m a | 
a ———— 2 aaa : : a ooo ater talent 
‘ i _ >> : ¥\ ; Wy 4 
‘ annem ~ ae ee 2 Se — eee | 
um “aa — ~ 2 EN . . ailccmnememmeneemees } ememte e acemmman ag, 
& (es = a \! | mo  : : ake " Re j 
\ : ‘ A 7 \ . ? j ss p ee aK. be \ 
fF i “Y/ ' Na Qe. ») i 
ef bee / \ } oe 2 i 
a } a fy Ke ‘ ees ee é 
1 ; / cy ; ‘Wy " \\ pe ; : : 
“ £ — netcan * . _ 
M | : iY 4] { \ . ™ 
fe : Nh yf nt . ' % pS a | Soe ee ng | 
| ; * + / vit | a. ° , A Au 
ae ; of ta ; . — . iia. wet — i ean pet 
py i : : aa 
ee os fj Ps oes | = au 
1 ener i wt ef // , Peete |. 9 —- lia pears 
se , a 3 Sigg es is ’ % ‘ oa es ua 
igure ae . y ete ae eh aoe = PIR eS an ya 
La Bere Ai 7 } ' Wd. Ys die aa eS N, Lime ; = — genre epee eo a ie de 
Gent Ys Fist t+ “ a » dh ‘ , ‘ “ / ae ; ne I ; Le 
me | : ae ey L, ‘ aj aa 5 Sia ie. eR ¥ a — . anne ; 
f Se ¥ . - 4 < he . -. 23 a te fe: —? oo ~ ~~ i 
i =a . \ P —f : We ag he ¥ : . : : Qe SE 3 — ied “on hi aS a r*. " omeniean = 
| ae \ ‘ ; ee Sa caoud “Sn ‘ . { ey Ae aaa ot ae > — lies “ bl P tans 
eel ha i i fe) * : 2 ag es eS fe ii : . 5: : or 
oo. yes sheds. > Mr pene ne Th RAE ee tomers isc ey iste teens, : — He 
pe ies a \, ate es afk ies ae ™ . ’ ee es SC, Go 5 a ee . 4 Snag 
: 3 a "S a h ae b ss) : aes pee pe . » at) ” Bee a i F; es i. § "i — a '’ oe — a 
Bement hh ee Be ME 3) aes or “ ean a aes 
; ot ges bir, te US ae i . aenae ose . . : : 4 ‘ sind - ~ premenenepnemenn ee seen ’ . am hee 
; ai ae { { er. he ey 2 i ca cae t Y. “ 7 J oF & ; ¥ 4 u NG serie 
4 ma A ae Sa yan ak 6 ae ee ae ef ‘. “» rE ‘ ee — | eae, 
ee, bi Se * : Rte a . a He <r : a ES nay et ? : \ ‘ rn i i. oon aid 
4 oa : Same e, 4 oe tee \ rs + * % . +e \ Teer ee aa a ee aes 
q : ‘ j 7%. got ¥ Wage 7 , > <o “fh ao - sista ) i . = 
? i ae ae oe ,., a = -§ . : = > 
i ; } . ; ; . E : 7 he. ‘ * ' 
_ “> am Bee F Py y f > c ad ‘ SS enn —_—- -~ . wy he, ~~ 
‘a — ind steed Gace” ; ’ . aE J oeare . 3 yo ~ “fa P et — 
Bey im 1). oe: VW Ff Seah ee ‘ 4 i ae 2 t we Se a si a Shy, Male 
tl. ae oo \ . =) Ds oe 4 a Bas Hates ak ee ba ¥ : ee 2, A iy * "hs %. ad .. 4 e . *. | e yd ¥ Me’ poditets, —™ a 
ee “is 4N i a | Pi a pare tote ae Wee, CRF Re SSN, ~'€ ates Ve.” is, aa 
it mi) ” a. ° * . > 1% Aas ja J ‘ a \ ? ‘ ‘eet 4% ‘ i 
ess, be : i og ee 5 ‘ ow & q x we Chin be r. “= > = ETie« B® +. ay 
" * 4 c d = s - x e - SO " * oe . t 
oa ; : 4 eA A - é ; pS fe 4? a" t * fn Fao” ‘s “ Re - oe) call 4 aR. fess :3) Ai ey > 
= ‘ . nn : “So 3 v . af \ a. Wesco vs % * ; ax . © ie ae 
_ aa : 3 —— ‘ = eae “We ee eA 2% 9 .0e cone ? a“ -_-oooOo ° ™ aa ey 
: = ey ee WE PoE WS AR MERRY \ 4 jae és 
‘3 eae & i! eee, ‘3 tale een eee F a ss Cee 4 of 36 2 r ‘nalen* PUR cee Pe 
ies oe . e\' .: eS oe: Si he ar one ite AC > ek tae, Sats) * . Ge s 
- : ee “a ee “Se * rae , . % : eA is . « . St oP : ie asa 
eee rs ‘ee OE. a | az : Senay Edens “. | aeee tans ¥ be " $0 * (ae ey o . »* ¢ tthe Be 
eae “a : “ sail ae Sul fies bee . Ard ’ % eee. ’ Pe CRE ake a  seeneeneesnenneneten | . 19 te ys 
jie ai hit eee fC 2 * ee f Ga . - x _ F, ie . % of. x >? bays sa rc ta Se? + A a: itt = 
ae ii 0 a Y ‘ . Pah OP es “ mies, pe oe: oe g vee Wee «a Fé Bai 4 Vian : . — e. We 
eee } cs Si » a ES. Sa, A. wad AY ae ae ‘ : . VS is. 
ee a. er a a ae aie in OO "y Veco ss Se- AT Sy eon! eo ~ 2, is 4 A as, 3eheeaaes 
’ tT ae oe | NE Ee a ee ne i Saye aT: 2 
= i pe “4 4, — 7 : Oe ea Co ee or At KM ly Co . "* ifn oo TS y . s : 4 me Ry "tha lie 
“pia \ ee oH Fee phe aac Pe tee f. — , tet 2 ava: 7S - a axe" ¥ “Vag f = - : “ a = Sa ei 
Bee res. it Z i bo j f3 20 eee aie : : “wal ™ + “a ary so ae bie . r Oak 3S Ce io. 
iS ae iors tl ; ¥y, id py mee Paces Be ene “et . —~ \y att ye ue we aU “= a - gioral ; AY % Ye 
i aan } 6 * or Seen ee Aer stiies i ‘6 ~~) r é 4 i. ita Maa | : 
=a Re prc fase = 7 es . @ fc ee P 
F Son ‘ { ; em cot ele, in +i Es er te } ee | : P ; 
: i ‘ 4 je to Shed Haron cals ah ¥ ie oe * t S 4. wy, : aes 
Eee Bt a ee il aio . bias : . ses ais) 2 ee 
pene eee ; oe Se : oy ¢ eee, . Aad 5 a ™ ate 
poe ae oak _— 4 3 Be 1 * Se Gs ' a Sie Bie "7 x Fane 
ae 7 ete ee | ce deren rir. 7) iayates cathe, , ee eres coe ves H ’ , ‘ ewe 
if aa hen of “> ie a RE ee aa ee a aren Se te ie eS lacie " Pease 4 = NX ™/~ r d Bee, 
ae oss! ie 5 pa ie paeg . Apher td 4 Meee me ‘ — * ' io. .  ae e fe ae m as ahh 
ae fe na ; tA aes Z os) Sng: Se oe _ ce, MEG get iy ee  UBR ar. | nea x hie ieee 
ey Ae i 4 ee to r fh 2 “Ee SS Ae Coe eae ag oS. . ied ee a a ane 
= : “ 3 Pe HP tne ‘ = cr : oe q SET Te REG A Te ee ee ns 
id ee ae : Bn Ss 5 as San an cn) “se + ia Pe oes . ( Seaees : Pe y sa dete feat ree ae 
ti fey. G gee pei: . 3 . tS tee tay Bets eae | aa ae, oa er pees Che cae tal 
7: ae. 4 ‘ eae 2 Re ” : — ~ : reg a eset oa hia eee ee fend adh Sate aoe a we 
—" o0 eal ie - ps : eae oe Roce mere er oF eas Beet ee eat A i pee 
ae SE inant : . oa - < - ws: -_ - ‘ , acer hen Sse wg Bee Ee OR Z Pek 
Ti areaaal a wie < po mS ae at Sas od aren 
ron } lees panos eer ae ; ’ a ~ i= . Sete : \ ° eg 
he. eee SR a a “aes : : Pm! . AG ed ones ss Pes 
ERR anemericnn Sr eerema:, eect " --y a - v rs : : ral 
— oo @ ee ——— oe 4 < mh. 7 ee ee, ee a 
{ Ba ; : | ~ — we eer. seme eR Vy ‘ a : =s i 9 
} : ; i ; 
f sas ae, 
t sD Soca ; 
oe. baie q eam 
ee se 
hi sah Se ome 
i Ps i =a 
ee apd et, a 
| fa Seiend , | A 
a ipa 2 eat 
a Sree SG 
ee i 2 
_  o Be 
tt H a eG at ; 
| i ey ‘ | 
| : : ee Ss 
if ne ef 
ee i Aa 
— oa Re 
ia NA ay ae 4 | 5 sai 
« os ; a 
i oe m. | | : 
ie ol on is 
Pe ee yey { al 
es errs ea 
ae | ke 
=e ‘ ae 
a ae Ey Dee 
aren a 
ee ee ce 
ee ae 
aes Sy 
es poe) co 
ee gee 
iG : aay = _— a : a 7 
q sa : Sa = _ 2 ae! WG ee “ 
a eA / ik 
— “ : ss ea Saleh. sti - s Ea - ‘ i r 
sD md af ; ee ‘ 
a : Sack a es : 
le 2 ar oe, a : 
i is fe “g oA pteeres — aie : 
' mA ae ¥ Bk, > : 
ce : eS Yy. e ” a. : - : 
| a e . oS poe Ge a \y i i * 4 = . =H Re Fi 
a ’ = } i BS Sa Moe: jee 
} i oo F f a od ha ie eee ; Ba ae vo tenon 
a >", 7 are ¥ ro aa 7. toe: re 
: eas | ‘ ‘ a ¥ pe ca chase sees eee ae 
cat i é wy « be as + pee are ne a 
—— a wt — “eee i 
See “Ae re ’ : 
ne sis 2 - a 2 
Dis fA te 
ada £ 
ae : 
nc i : aaa ye ~ ae , ‘ : ; e*9 ; : : 
ee si : ; : ; . £ ef Le a Z if : - - i z : ce ory f > ‘ 2 e4 , “ee 
E ape feea ke i = ave ee Re it eae TB Re eS: thie a sy 5 ant is ‘2 ee Ee nee o ph ee ie k : : : ; clin fis ba ge . ee i et tp > - e ix ta vege Pian Fi ee ‘ Be fe Y es re ’ - 

Wie a mass product, you buy mass 
markets. Mid-America is one — a mass 
market, dominated by farmers. You can't 
sell Mid-America without farm families, nor 

the magazine that concentrates on them 

Conv ntions 

| *Indicates first lis 

Aug. 30-Sept. 3. 
|of America, 63rd an 
rad Hilton Hotel, « 
| Sept. 4-9. Assn, 
|}ing Managers, fall 
tour. Sept. 4, Salt 
Cedar City, Utah; 

Sept. 10-12. Mi 
Agency Network, S! 

Sept. 18-21. Adv: 
tional Assn., fall s 
House, Chicago. 

*Sept. 19-21. Adv 
America, 7th Distri 

Sept. 20-23. Prem 
of America, New 
Hotel Astor, New > 
Sept. 22-25. Nati 

ig in this column. 
*hotographers Assn. 
.al convention, Con- 

Railroad Advertis- 
siness meeting and 
ake City; Sept. 5, 
.ept. 9, Las Vegas, 

western Advertisng 
raton Hotel, Chicago. 
“ising Specialty Na- 
cialy show, Palmer 

tising Federation of 
Biltmore Hotel, At- 

m Advertising Assn. 
‘ork premium show, 

nal Assn. of Photo 

Lithographers, 22n° annual convention 
and exhibit, Hotel Statler, New York. 

Sept. 23-25. Newspaper Advertising 
Managers’ Assn. of Eastern Canada, an- 
nual convention, “Mount Royal Hotel, 

*Sept. 26-28. Advertising Federation of 
America, 10th District, San Antonio. 
Sept. 26-29. Pacific Coast Council, 
American Assn. of Advertising Agencies, 
Hotel Del Coronado, Coronado, Cal. 
Sept. 26-30. Financial Public Relations 
Assn., annual convention, Hote] Statler, 
Washington, D. C. 

Sept. 27-29. Life Advertisers Assn., an- 
nual convention, Hotel Sheraton-Gibson, 

Oct. 4-5. Inland Daily Press Assn., an- 
nual meeting, Drake Hotel, Chicago. 

Oct. 7-9. Pennsylvania Newspaper Pub- 
lishers’ Assn., annual convention, Penn 
Harris Hotel, Harrisburg. 

*Oct. 9-10. Advertising Federation of 
America, 3rd District, Hotel Roanoke, 
Roanoke, Va. 

Oct. 9-12. Mail Advertising Service 
Assn., annual convention, Hotel Statler, 

Oct. 12-13. Second annual Dixie pub- 
lic relations conference, sponsored by 
Atlanta chapter, Public Relations Society 
of America, Emory University, Atlanta. 
Oct. 13-15. Direct Mail Advertising 
Assn., annual convention, Hote] Statler, 

Oct. 18-19. National Newspaper Pro- 
motion Assn., western regional clinic, 
Hotel Westward Ho, Phoenix. 

Ort. 18-19 Aorion' tere) Dishslichare 
Assn., annual convention, Chicago Ath- 
letic Club, Chicago. 

Oct. 18-19. Boston Conference on Dis- 
tribution, 26th annual conference, Hotel 
Statler, Boston. 

Oct. 21-22. Audit Bureau of Circula- 
tions, 40th annual meeting, Drake Hotel, 

Oct. 28-29. National Conference of Bus- 
iness Paper Editors, Hotel Statler, Wash- 
ington, D. C. 

Oct. 31-Nov. 2. Screen Process Printing 
Assn., annual convention, Hotel Jeffer- 
son, St. Louis. 

Nov. 7-11. Outdoor Advertising Assn. 
of America, annual convention, Hotel 
Commodore, New York. 

Nov. 8-10. Southern Newspaper Pub- 
lishers Assn., 51st annual convention, Bo- 
ca Raton Hotel and Club, Boca Raton, Fla. 

Nov. 8-10. Assn. of National Advertis- 
ers, annual meeting, Hotel Plaza, New 

*Nov. 15-17. Advertising Trades Insti- 
tute, 3rd advertising essentials show, Ho- 
tel Biltmore, New York. 

Premium Volume Increases 

Approximately $1.5 billion will 
be spent for premiums and sales 
incentives this year, an increase of 
$200,000,000 over a previous 1954 
estimate, according to Gordon C. 
Bowen, president of the Premium 
Advertising Assn. of America, New 
York. The industrywide trade 
group has found that quality and 
value are now More important than 
novelty because of the return of 
the buyers’ market. Mr. Bowen has 
made these appraisals in prepara- 
tion for the association-spoaswred 
New York Premium Show, to be 
held Sept. 20-23 in the Hotel Astor, 
New York. 

Hannon Joins ‘Lumberman’ 

Thomas F. Hannon has joined 
the advertising sales staff of 
‘American Lumberman & Building 
|Products Merchandiser, Chicago. 
|'He formerly was a member of the 
ladvertising department of Popular 
| Mechanics. 

Ritter, Sanford Adds One 

Arthur Tickle Engineering 
Works, Brooklyn, has named Rit- 
iter, Sanford & Price, New York, to 
handle its advertising. 

When your product costs important money, 
you want people who have money. Farm fam- 
ilies rate high. And tops among them are the 
readers of Capper’s Farmer. They are the most 
prosperous farm families in Mid-America, 
itself the richest farm market on earth! 

.' ~~ - i io ag ae Ait x ya ee ks ade Tf 
t a = os th aaa BA i i See Set ade oy et Co gaat Geet. Seed aoe Ae aes GON Reh Me as 
Er eae ts Aree “ MS as EHO EA Meats c teri la yg ais Sees Be WAT rT EW. Ye ce he Ne RR ME CIS SA IE Re ESO, Mod hes Gee Ba Da Sgn ed Ser ek ROS es eek hay Denes | Te gaehs Shee e 
eS b. ohe VR ia .. FM Bee ee ah ROMET Ss te ee eae OR Ra HS Meg BAG eRe Ig RA a SR PN ra HEL eae Mya ecacon Mem ty nets we SD A fea Actos A Ne on Se cies Ee eA A ERR ly ante ane Sok ye Ge BERR ob Waa L ates Ayes pate eg Satay ies ; 
etl. i. OS ern Ray Lae RAO ty! SS aS IS tes Ven ona PTET CT oo) ON cas Sie SOME uel RN a Ae tag. seen eae RL ye Sa ar toes oe retehe Se ges ee se NS eee se CTE AMY Barareh iets gastos ge oe nay ay Cpe pase ace| ee Nia i Be eee PRs Open PSS SE ipth Me ae agen ea 
Bo eee AOAC Sag eg RTE aN Soahal Slag aE Pesos so are ice a1 Sk ee aa Oe ee ae ES eater ST SO Re St Cie ee 
ica Ee tage a ucts SEERA Mga gas tt ect thy Sa CS. Cran aie, Lae BE SO Pie ee tad bate Cree as Ries Hier Ye aes ia tees betes eit: + ee ae Sie ees a py ats ee me ee ee PMP He a as NAIR Ain Bis oc gs soe we a a Mesh eae Eee. ea eG “SE 
RO ae pa eat RE Se as ine Paes 5 rae Piairy hee rte, Wenaesete wed, PAS ine ar are SN TERR Dutt eee AREA pe rsh he ee Tee Aad fy 8 bit ae Be ot eR ere om i Cgc ang BN MS iach b FETS StS Babe tat SN a Dai weed Me, tek ee - fy ee D * eee ah i x. € 
A pietie iets es OL ar Mt ep = capes heh TM Sede aae ee Tnx. Canoe tent tame 3 ieee coe eee: ae iiate Se Re ae ee By page hs SIRS Tie ae Re ECR RO SS ae yatta MAY OP Nie na ena ig Shire «ot enna fry ke se eaooaes 
STG ag OS a ee aed rae se pag aig Sa oe ee, ee aie ae ee en Sar seen Wen ey ak ee agree a Se Pe joa okey ate eget Pt oa ng ie aot Oe De eet ae Di ates ie de lee Vee ay: oo eee Bae o's Camis ee ee a ic pe Sal Tin SO ee ae 
ss oe 3 ak Oe s as, Yi SE nie pte e ? - aly Bare tes nt hers MENS ‘ ee ‘ Ne “ | ee face 9 ohare Siege PEN i > - ge. ed ne ; res te _ Fe EP 
noe 5 Nal i 3 rg yt . Bt ues) ‘i . y zs 
ff Pee f tS 4, Pai reye gt Te ae gee ll qe 2 La Eig Ve Bae : * ae ei ee : ‘ ‘ : ma 
Oe ae ee ee ee ee ee erg he eg aE aA = ; : : , - ‘ Snag eee 
ieee j ; ; ‘ ‘ a or ee 
oe “oa i Rei. gee 
Skier —-_. 
~ cog Pat eater Ta 
: sos 2, i" °° 4 
: Advertising Age, August 9, 1954 
54 P A i : 
: t. 
} 7 1 : 
; - ~ 7 : o : 7 aoe 
: + : A Se om ay . re ‘ “= 
Sait ; ee : ae 
E oes ee | BE Te fete eae a ae : Bn oe! Z . ‘ 
7 =P eeeiome ss ada gig. Fae oy Ret teed. Sy eta Pi ha a tT ee ates, ae { ‘ 
. Pao bo a apebeie S aig es poe arate St at BE he oe he A ee les ee tree ee me ; 7 7 
+ ele Sa he oe: a hee : ir > Oy pear ; . : : eee e ; 
ae ee ol See as ee ho. ewes, ee a } " F eRe eat ae had ies ¥ ’ 7 ea ae er ey et ore 
are Orta Meee en eee: > had Ries ee ae ae : ee eas ‘ fe ae aig ns Pe. «or % 
2 c Se (REIS. Vere s = aoa 8S eee een ae PRN stn. ‘ [eid pee . x (i hia ' he e 
a ie ee i ies a mere a : = Og arr Wag eee! : ~ ears y ocr = 
' ; : . 2 ee iia On cep te ne | eis H ; 
oe ; pny i 
ae an ee a.’ ’ : % y = 
‘ F { j a 
yt ‘= as 
. ih 2 
; 7 = oe 
; 7 : a rs glee Meese aes eS ; | a 
+ My ine eee 7 Pec, Tae ee aa $ eT _ > 7 ce 
en hg 7 eae - 4 j : } i 
as oe : | 
A ed a r 
Eee f t 
Bera : i 
mir it 
fe | " i 
wa P 
4 =, . 
i i 
barn & = : oe » : 
a er 2 : ‘ = ak os Ta eee ee —. . f } i 
a As : . , : : : oo ee ae 2 Ger@PRSn as 5 = fens Seeyiea |S)” “=k Sanat Se ; alae 
: oSaG os i . eg. 5. Ms gy ee Me 4 i Ee Ae Soa ol eee ee a a ; ee 
Tae ll beets : eee : aa ube Me he eee a2 : noe "Sepa : + Pega as © oe apt a Bee ee ee eee : Vee q 2 aps tea 
RMON Tye eta oe mrp tee 8 Lie Rey eae ; ite Ls en | e koh 4 Semmes apes : als Bee: En eee 
oe: mie Ef payee My ne oh ean Coe aS A eis ii S| te mae Say te cae Hee “ee ee a ee Na : : ¥ . 3 PP ieieribs.< SAses 
oe: BARRE SEEMED GOA aN elie ED ee Betis, ol at eee. D5 og gM se = ll A ; oe aies rcs 
pe tral eae vee SR dee ae” gaat tae eng eke cer : SA ee Re waren Pe REL Ee bs ee ROA ete ste i ANS ar 
Sate ee a) eh ere ars ; Me eee pea 8 ae \ ——— ie at a ee 
fae er sate fle ae ah orth DEBT me ees ae oo Be ne eae ; S SS ee ie 
Ae Eee mw Ee pater, Ot Sart waa F . PONS Ae ee ae pee ie 1 eee gee sah ee { a 7 : 
ee WO Saag ee ee gs Mee aes Bh ers ae — abe Sey oss — Se 
ere 4 teh ae ee on ee ee . acs i * 2 oa eM ey Pr st ee seem = 
re cs he ae, gets pence rind a RPI ee _— iid: ora oo eee 
Pale ns: ey ecg te ee Soe = a ee ee aoe 6 ae 
esate | N ie rd pa { | S Seabee cap i oad Re aa { de 
see eo en ‘ ) ips Syke Bis chic Bi tee ec ee 
one ea ee sere 7% Da ie, eae Barty onan Here ere ere : 
a .eee es a, Piet yl ee See gees ee, 7 4 => Fea , 
pee unk De Be eg a ah oo 2 » a Biche Cope ON hs, ok eS pa! i cara . 
Bee ere, a ae >. Cees OE a i ee “Qe Be. cee to Hae 
ie easement Fg eT Me Ae a Li Boece: ee ee Sere 
ea LS sit os aed Penn Si eas te! pragMam ese pe ie $ ee an ee © daytteg te 
eee eee = eae : Br Ss Peek ear i peo Bie -«leier Od a 
iis 2) Saas F ag EME SES Soe Swe ine Be cee a Le Oe Foti q eas 
a coe wee Be me ee oe ak Patra —— — yo ie ae ee EA 
Pern Se aie a Seger ° 't pein rept cerca ats ; —— ee ” a 
cia eal ee area . cay VEO a ae ee a : 
od <i ene sits ¢: Jal . ile liges at fe : ; 
i *s = e 
7 4 Garey i le : —) «> “S e # oe 3 
= Bale ys ust fs eh a4 : — Pog . oe 
te { Bee gs 7 : RP eee eee hae | ase ae 
Seria Bg ae cau ; PE Genie. = ea  —, aoe i a : Sea 
age orem RL nen ai, eile - ae ae ee 
ie ; f Bi in ay 3 aig WR si _— ie 
z F bo. eee af _ > er 4 Bie ds 
i ine a -_ . Res 
f " pa ey et ~ 7s ie 
my - Fi a s E eee Fade } 
‘ ge tat wie , Roig a a ——_ - Au ees 
eS Ley ones ae ae —————— ee 
a: ae ee : Bae oe i eee 
Bhs a) Me / oo: 
; 3 cay : ey a a 
‘ je ee . a 4 
Pb iS A eA a . Pree ak ie | ee eres 
pe Rt 5 eer ee 5 a : . 
fee aus = Ww é i 5 * AES 
: eee ee ‘ 4a pia Bie ee a = i 
>, het ph an sean ‘s z wv hae d eee ae j 
pis tn 3s aimee xu 3 i : eee 
eg eo ees Sects: ae ee 4 a @ : " Bec: 
Reet: “hee ye * got re as ee", 
Site ae Bry é Perks S49 Pe ms i : wal 
wea ss ad eee : 3 > ana Ty a a % Sear 
Rags ie a Tp Ca ope oa ete whe ot ( “ee 
na kt Oe i a a x pe a i Tava « ete 
aca her tree il Sake aly = eg mes dt an 
ier eres wre ae ary +o eee . we “284 ale aN be eae ey a 
Sete iy emgMbeiE dee cara 0". a apadiae = « ~ peut i ce eae ‘ ae 
apes 8) soars et i ba ed - = yu on +> Rao Speers sees: eet Pee ae 
nny : Eh ony Sage wt @ cms ‘\ ai De * Sees esa Peer 
ae Din eae eee et acute: \) - Bias ee hank aeeeae pat) tee 5) Soe 
ha es Pea 5 Mi ee = Sas W ap) astern opt Os an be) acca ely ua ieee 
ey bas "as ge Shea - wt’ ; e = 2 pik ag ee es eats aces ee Eee 
Bhi hs , E pas shes ie ° wok eee oe et om ag oe aa fe eS cree ene Re tao ore éoter <y a 
mie er gett Peete “ Fe Nate ge NB o> saul fat) ae pee ee Sina Ske ee Ve eben ee Meeps Rea See eee . ; es ces 
eens ye, ee er a ine a ee salah AS ons oman oie Reali ten. see en ere aoe 
Paar Pret ses eae . “THE CAREY fol a : Fete i ae re ee ids Re Se 2 ere! SE en ate aie ’ Pe 
BSS ws ee Oe, Samer og toe a q era Re: Bae ft Bem Bae ee a ill Re ae hy Ime oo PP ise eee, ee: = “> ee u ea 
‘ j S Sree A ey Sa Re = a ee ee eS apts et) Sc Mer Si alee 1S ih are | TS cet. 1 ee 
periess RR Re Pp ce a ae ae = a 2 ee ie iy eee bs i See ae heey per en. oy ae 5 ee ; “uae 
jg a ee ae eee Mes Ale i NER Spee Gama a" Gags i ONES + se 7 a Se, eos oe iy Fg og ar Bee ae ag), nce ee, ae 
ee a ee a ee : SUG ee a al ar be ears dee a es aa ogee ; | eer 
wee ae ce eee Ber oy. ae oe pee ‘a ; me an ae ari es) 2 a ee ~< oe hy ahaha 
Ee cae . BR fa ce igiieae 5 J oon Se as ea cl - “Tag Sli go ca Ree is ee agen 2 ot eee 2 "yeaa ae ¢ Ree 
ee Re sees > > 7 Care : i eee a 5, 7 cay if A eee Bae nt d rag. te ae eae TLS Vhs 
te Wage oe oot . Se ame CR cmos Rea SS os ES ; Ne ie SEs: See eae Bea ys 
ae felis: ot meet 7 oan 7 Se EE a a hh rhea te oe on re " a bg Rant 
esi cee ices f ; te coe Se aac al eae ma SE ae ay Ped a a ro) ig Ana) ha ea MLO Nay o-oo oe Le ‘ ee 
Se em, : é OE ks eae pee Mi Bip SA , : i wedge -, ae eee ie Sie eA ee ie aoa Sone oe Be ee +4 Sea 
Se las hole ae 2 ER OAT erent Pte 2050 Fi re fess ye = ; ers 
Fait Dlr ae . ‘i eas : = ® 4 
= ? ae aie =. : a ‘ 
a : ‘A Hf CT eae 
- % ; = Hi NO a A 
; ce ean 4 1 Rec. 
ee i os Agee a mF = i ee : 
ead = ees, PATE wiry ase ; ~ i eh e 
ate ty Reh te ee a : a eee 
5 Plea is baa a eee ake i mde ee Set, eet ne cai: 
; : Mg Weed } thee ae ae cipal a Sale el ame Si a isi tery cy si pcg Pct i) ae ae 
es aa : . eee | i ap Sere to ee ran Ne . ne i ali, om he sale races: 
erase aes oa ae | BERET et ao. SE aan Na re o as pee a ee eee Ean beatles 2 ee | ee a 
: Fhe 4 ie cues < ; Ce ei } : Pee ning ou ee i FRE eh ee : t ae 
ae d Wixtat S TOCa hee Sea oer Haye my) + et i yee nan 8 | st “Rat ia He HRB ECU ye Re (3a aaa tae aN nc Meg i” } Riche 5 a 
= rie Rae ee ees atts Set Nees en , ee oy anes aaa briny | a4 eae ae ee re ie ds Ly Reh eae = ee eis i} f os oe 
a nn F Br ico. fe er oe engin hse ae mee es “USD a eceame Sef ge le Baht ot ame Ey gat (os a See pt ei ee NP ste bp 
ae er oe ie a es Ol eee ey 
eo pie ree yi re a Meee: 2S ae Bie tek ee erence <2 ; J ay le Cape rt Yn | Gee aes oe ieee as ae a er gs } ois 
Pes pine st: - Sah OU. ce meme we S eee ee ee. Bo I 0" A a aS Rees fe ee 
PS gene tes 5? pre ae Sigg Sy ey ee ee ga ao IE sn 0S RIL ik GL ee tn a eee! 1 aig 
as eee MT BOE eo eee ies oc i 7: it Re aaa NS 5. eee i Se ERR Rear Sees 1 See gc gi Ane eee F , ee ae eee pega ; arte 
ee SL GER. PNAS eee Cet pases A 2 ah recA” 32, fee Mes ely. cna acs Oe ERAN te in ey ree at ER ee caret ty Bares. SiigAry Hey ss Ue es: a tie W a 
sae aie Eee a ae ie eee cinch Se ge ge ee is ee Ome et 
aS eae gehes ee rat or eae . tee yO = ed ee ee | TIRE kgs es ae meee 7 a: pan = a Shes See PS cee: a ie e 
FehAe cA. ee eA ee eae et 2 abuse thr pe hs: a ea een es > ac anaes ar Mesa a a eae SO ee eee wea? ee 
sae tae i, a EY 2 ea es ‘4 2s Baiaimaeete meet ye .2) 7 | Bei cra 5 ame at ee See. a ee Coen 
: 4 . Pe ins Mints tale Be athe Ben Saket eek, Ree ou see Hs SA eae eats “in Co Se ees 
ane Te, Seem ye cw caren, Fen ay le eae aa Pate: i tr eee, cite 2 af eee lege Ca es 
fae ae Ts ae ee Dep Le ee Bees ¥ a af | & : at) ree 7) eco Ww er Stee ve ean q ete ee 
ere Ey ae ic aaa Pet laser ee: ; | Meee, ben on ee gi So a mane Nera. ett 
ane or Ping ag Foe a Paarl MM icakS Sy altel eT, - et lis : eres ml ( ca ten 
ny Fouls . p ee ‘ ; > a NS re a : ve 2. ie fase ea a ete ee 
baat Ad 2 = Per sa tei re eee 4 | Fee ieee es Oe aw mia sate Ai ah ‘ ete ss 
aN ies eee SP Ses ge kee ern Cee aE ee si Te ie oy eet | Lo 
Be ht Oli apie as is ase tak Gogh er oe Resales rus ay) ee Utes _ aah tl { Eee ot 
(ores + * Bee he A a te a ee aes 4 A : ei a a cr alane eer: 
‘ eae ee Ope tee a a sets flares Fe Ait SG etal a aa oa ts se = See NaS be 
z ; es es fee iste ‘ ° “ | ES a eee” een vy ae - MP i, 2-3) AP Sa a ee «Rima 2 0, ae eat Bri hy 
gor eee re eS eee ge a oa. 2 ee Pree hi ei te i ae aan aS ‘ a iti ais Re 
ae ; j ee aa ic api ad Ay a (cs Sita tae = Seas Patan as igi ts ae ga 
ny See Sa 5 fe ie Ne Se j digs ie : = ae 
: 2p > " : ae Wp hos ea Eh esi 
? Fa BS ie. ? cae no aS are = 
4 . oe : ae S a are ae a nie a 
ee as ee E Os Lee Pat ee Eee 
% lige “ aie Pee SE Be, ey: dee 
en? <a + ee | aay) ae . iii , ; - ele 
meet: feed Acre Wek pat aus oak Sas aa 
‘i pees = at ss roe | ee ae rae ii 2 ; 
peri n e HPetage . . goa piel . _ ae oe tee et ies : 
ioe i aie - EC = ‘ie oe | | Ae “a  W ae Re eae aa 
p > <n 4 Pins 1 ale pe j : \ drape Pigs Gee i tae 
Rear ae — are | =e S a 4 ‘ 2 aakee wae eee 
Rees : : 5 28 Le aaa eat ~ \ x, , y et el a ote 
ae rae he) 4 Ape oh rai | z _— \ peek aie Mac ey eee ITA, - St) cae ea | code rai one s foe 
Pecos \ : etes ee hey \\ pi eataty Caer, vote nee. % CRO eer NN eek oe sar a i 
ao P ~ Carrs nae re ee sii ——A Yeas i ae i Pe eect eres 
da ei a + eet icris is 20s oars Same ry ee eee an | i Se = \ ot TO ona Bap 5 SR ri ee ee REC er one E- Beano: 
- hee - i ~ nar 8: ae heuer oer ee oe > ier a Cn alae : ca ad speak Ne taeecg Fi Ay ap = Sere Sa 
22h es fe See, See ne ort ike pee Tie. FG paige 9 pas asa 5 \ hes gh ae eee aie if ABC bver rs Ss elt Pee S } Seine 
a oat a re Oe ee eee |e AP eee os ~ rs Beas Sat F aes aaa saunas ese ee 3 saa hase 
er 3 eo ee ey ea 8! ene ie iS >? [oe eRe Malem TE it Suen enminee aaa cc ca ap Be 
ae We : CJ $a \ ye ees eee case bess vip See ce i Re a =i AS \\ Me, GeN os ee i Py oc an Rag. Stee shit oe i i dice eta 
ae je cy ih : preset ickt ys See ‘ Ny ae Sb ee eee : : ee Cie 
Stes - © >> \ i ¥ poe il a Fee aah Seta lee ais? eee rs a vee \ - Tee Sen ans : CALs eer aa 
| \ tee \ > f fy ot eer eee eee i\'h. ual airee i “ ad £ 7 s wi 4 ‘ >. ae 
oe va ae : st 4 ee BF fs 4 ae a 
ey meat ier a ‘ fe 2 ae) pa c f ; = ele 
sie on ‘ Pig J 4 > \ a Bice : 3 thd = Xa e. ; fy Sag : Be 
i ~ & ff oe PE gmat ee SS : ea | ~ seme ; a -3 ego : eee 
o ae [eee es ot + % 
} : ; e\Y he é : Z : pasa! ‘ , f a 
7 ~ aS , | 7 i : 
? We 
i" noe 
tag F “ale : 
; +? 
4 : 
} ee ’ 
* sit e ae “4 a Sets 
hae ez rs ees 
ae i a ° a ty aa 
P(e = iu Porte ' Re bee 
“ap aes Oe 
So ae Fee 
es Nhe oti 
sa ‘ 0 ly = 
i ye é . z - * pa " ‘ 
. - ‘ as i Sec dete, © 35 Oe fale cus Se es ee % Sak > iS * * Mes ; rey . 4 A ares. 
yi * « ~ Pe le p » RAS a Ye ra — : oD nN bist = A es iy AF ing i el at de ee cae . Steal Ses ew es te xa Pohl Sling die tok Mie a, Seales a eg of TL a eee at oF be 
: Re setae ices eee , 2 _ si ety Ty , : is: ' ae - Se See bes ha? ie Bh a a ges ~ me : Sa EP ee fae CRP ARy Saree Sires Ge Poet, Bad he, eee eee ra 3 ra Vi 

bution, unwarranted rae 
changes in public habits, unrealis- 
tic fair trade minimums, etc. This 
article will tell the truth about 
where the out-and-out discount 
seller gets his inventory. 

e Article 3: “What Is Being Done 
to Conform with the New Order?” 

Scores of manufacturers, whole- 
salers and retailers have formu- 
lated plans for conforming with 
this new marketing order. Their 
plans will be described briefly, by 
name. This wil include Sears, G.| 
E., Doeskin, groups of retailers, 
groups of wholesalers, etc. It will 
include a discussion of the role 
Fair Trade can play when honestly 
and intelligently used. This will 
be strictly “how to.” 

e Article 4: “The Future of Dis- 
count Selling—and Further 
Changes It Will Bring About.” 
Mr. Weiss believes that, in cer- 
tain categories, discount selling in 
various forms is destined to be- 
come a permanent form of retail- 
ing. However, no form of retailing 
takes over all retailing. This is 
certain to be true of discount sell- 
Every competitive era, following 
a boom era, brings with it new 
forms of low-cost retailing. The 
break of 1920 gave the chains their 
great start. The break of 1930 gave 
the food super its great start. The 
recession of 1953, small as it has 
been, has given the discount oper- 
ation its great impetus. 

Manufacturers’ plans have in too 
few instances gone far enough, in- 
telligently enough, in coping both 
with the problems and opportuni- 
ties inherent in discount selling. 
Just as non-food manufacturers 
practically had to be dragged into 
the food super—so manufacturers 
tend to deal with discount selling 
in a too-little-too-late fashion. 

This fourth article indicates 
what some manufacturers, in some 
categories, may be doing in just a 
few years to live and live profita- 
bly with discount selling and to 
enable their trade also to live 

The series starts in the feature 
section Aug. 16. Upon completion, 
‘it will be available in reprint form 



CHICKEN WAGON FAMILY—Sperry Candy Co., Milwaukee, has con- 

structed a fleet of “Chicken Wagon” trucks like this. Each truck 

will represent a different type of chicken. Television and newspaper 

advertising as well as point of sale display material will be used 

in towns where the trucks appear. Keck Advertising Agency, Ocon- 
omowoc, Wis., is the agency. 

Discount House Boom 
Dissected by Weiss 

(Continued from Page 1) 

the gigantic scope of discount sell- 
ing in today’s marketing—to de- 
scribe what the marketing world is 
doing to live with this new setup— 
and finally to suggest what the 
marketing world might do to live 
with this new setup. 

only in newspapers but in its new 
1954 catalog as well—then we may 
be certain that this is not a small 
or temporary or localized market- 
ing phenomenon with which we 
are concerned. 

a “Live with it we must. Discount 
selling cannot be legislated out of 
s “That minimum of 250,000 out- existence. It cannot be legislated 
lets selling at discount from list | out of existence because segments 
includes thousands upon thousands of the public—particularly our 
of the very stores that so bitterly | younger generations—accept it. 
complain about the discount! “It cannot be legislated out of 
house,” Mr. Weiss asserts. “It also| existence so long as an enormous 
includes thousands of wholesalers, excess national plant capacity de- 
who make their merchandise free- | velops merchandising practices 
ly available to the discounter, and | which, in a free economy, inevita- 
who even sell below list at retail bly lead to discount selling. 
through hidden discount outlets.| “It cannot be legislated out of 
It also includes many manufactur-| existence so long as markups in 
ers who have—in some instances certain merchandise lines are to- 
not wisely—decided that they tally unrealistic. 
could not operate profitably today | “And it cannot be legislated out 
if it were not for the huge volume of existence—nor damned out of 
produced by the discount outlet, | existence—so long as it leads, as it 
and who either openly or covertly,|surely will, to permanent new at $1 per copy. Orders should be 
directly or indirectly, make their forms of retailing; and in this re- addressed to Library, ADVERTISING 
lines available to these outlets. In-} gard let us bear in mind that our Ace, 200 E. Illinois St., Chicago 11, 
cidentally, many of these manufac- | department stores, and later more III. 
turers are not above doing some ,of our chain stores, and most re- | 
retail selling through factory out-| cently our food supers, were origi-| 
lets, through poorly controlled em-| nally the discount retailers of their 
ploye discount privileges, etc. day! That goes for Sears, too. 
“That minimum of 250,000 off-| “The basic aim of this ser- 
list outlets also includes buying, ies of four articles is to take 
clubs and auction outlets; farmers’; discount selling out of the 
markets and desk operators; retail) realm of hysteria; out of the 
store employe discount privileges, realm of name-calling; out of 
and a score of other guises and dis-| the realm of double-talk and 
guises—most of which will be de- two-faced hypocrisy. This 
scribed in this series. study will present the facts, 
analyze those facts, and sug- 
gest conclusions. It will, of 
course, be for each reader to 
interpret this material in the 
light of his own set of circum- 
stances. Not a word in these 
articles will have universal 

Supermarket Survey Shows 
Sales Up, Net Profits Down 

The “typical” supermarket spent 
0.93% of its gross sales on adver- 
tising during 1953, according to a 
survey which appears in the 
August issue of Super Market Mer- 
chandising. This same average 
market had a sales volume of $1,- 
221,900 for the year, of which 
64.4% went to grocery items, in- 
cluding dairy and frozen foods, 
25% for meats and 10.6% to the 
produce department. 
Exclusive of new markets, which 
brought the figure up to 12.5%, 
the increase in over-all volume 
amounted to 4.92% over total sales 
in 1952. Gross margins climbed 
from 17.8% to 184%, according 

= “It includes the trade-in plan. 
When a Dodge dealer sends me a. 
circular letter, with a fill-in stating 
that a 1930 Ford farm truck for 
which I paid $120 in 1944 is worth | 
$500 on a trade, sight unseen (and 
what a sight that beloved wreck 
is!) that is discount selling. In- 

Here is the detailed run-down of 

deed, the retail auto dealer today, 
with few exceptions, is as much 
of a discount seller as practically 
any of the discount houses which 
the auto trade has been up in arms 

“Tt includes the tape plan of the 
food super—and it includes many 
premium plans. 

“Discount selling in its various 
aspects accounts for from 20% to 
as high as 70% of total volume in 
one merchandise category after 
another. And this is true all over 
the nation, not merely in our large 

“Moreover, a spreading variety 
of merchandise classifications is 
being plagued by off-list retailing. 
When a $3 billion retailer like 
Sears publicly recognizes this new 
marketing setup, runs advertising 
directly aimed at this new compe- 

four articles: 

Is Merely the Facade.” 

e Article 2: 
Discount selling started with “ 

It also started with over-produc 
tion, competition, faulty merchan 

tition, and runs this advertising not 

dising practices, excessive distri 

the material to be included in the 

e Article 1: “The Discount House 

This article will include an anal- 
ysis of the public’s attitude; a list- 
ing and description of the various 
types of discount selling; a listing 
and description of the border-line 
types of discount selling; estimates 
of total volume done in various 

forms of discount selling and the 
merchandise’ classifications § in- 
volved, etc. 

“Who—and What— 
Sired and Nourished Discount Sell- 

Can Get It For You Wholesale.” 

to the survey, but net profits after 
taxes dropped to 1.11%, “traceable 
in part to mounting operating 
costs.”” Non-food sales in super- 
markets showed an average in- 
crease of approxim»icly 15%. 

‘Sports’ Offers Local Sections 

Sports Illustrate’, Time Inc.’s 
new weekly, will cirry three local 
retail advertising s« tions this year 
in New York and C ‘cago. A back- 
to-school fashion « ction will run 
in copies of the nagazine dis- 
tributed in each of .« two trading 
areas in the Aug 30 issue, and 
sections devoted to ~hristmas gifts 
and cruise wear ill appear at 
later dates. New Y »k-area circu- 
lation will approxi: ate 55,000, fcr 
which the b&w cha: “e will be $660. 
Page rate for the C > cago area will 
be $420 for an est «ated circula- 
tion of 35,000. 

Win a product for farmers, you want on- 
the-farm circulation. Not would-be farmers, 
or half-acre farmers, but those with fields 
to work... stock to raise... buildings to 
maintain. Capper’s Farmer circulates 90% 
right on the farm! 


ee Med BS es ae Ye Sit Ma EL fae May ee ee, Soemcn! Loy hm Rey, EAM | ier Ewe i + a Ws re 
gee a oo Raa ier dt eee ae op yale heen ee ies Wel tea a fet et ap ba MN Parla TON, or a he Re Mae PMRW Sal fy PA. a Wt a a IRN ache i sae Rl ee tat Va Eyl" s 2 je et Pae ee $ af 
ee sre ge ee et Sar hac ath Poa el te Sst et Sage nee = Ret feaay ha eS Pe ye AIS ho nk yt CPT SS Py ee eae ga! oe SP we Ae : by is eens Gear at at BES eS em Yee Pee oan ae aie eS, Oy ee Ee pen ath, Se Ae Be a ete 
ge OT yg SR ey Mee a. ana se Ome ema iru eee: fa usar Cig one oad i Bie Od Pacha a aa Nien GL ade TE untae OP Ses Che IS rd teva Ae ena n° ey Soe ae ia al pee Bagi sa isk So Coren ia MES er tr Fae eter Ned Re RN Oe PEER hin OS aa Py Se ene ne A ie | ee LE SPY aes 
Rin arte c eb hassle eh oe Ley Seen Saeed. 3 Boe a RA her Ber Mie ea haa a wire ee Bits: Gy Oren Peeps Gt ss ae Ce ose ee Sen Nat a oa Ree ho pen Ae phere Rien: MEET Ee ie OP ee ay te oe 
BSR Re ag Sige in ap nh owe eh, iE enya Sears Ie eer ee ‘es ies eh ee : SA EMER, oa ES Pg A ROR aid ca ds. whe eae olga Res | | era bee, To 2 pr le Pm: Rea hn ee Abas Ber Withee es ner te tee oan ada he ce ome rigs beet mcm Wh ria aie Oa cM ag 
Cag eee ROE ieee ED OSAP Ca ates Aa es ROL re oe Ob eRe air Meo Rast Adee pore ie é Dea MEL Bet as SAE See ae ioe cee ye ae as secs Sy eo a ts Soraya eoha = ote ti si ae nalbae Riley > AEN BG i a eS ceo age ee © Re 
Bho ; oh : er " Re aa eRe ne ein eth Eh epee ak Ses : eR bose. wee eee seers oy temas & cag cramps 2 jh ae ap na oe toh uli pn Sh Sata ne pha 85 Sg cet ae ce Pitan yas mo: alts snes 
ane = : Pe ben gi get tee Lees or oi eee OLS en 7 eRe 3) nde iS Saae ne pre Carnet Bae ae org he ee RS ae 
a Rei +. UE aE i rene es rae ous ese Sich = Bon . oe fa SGP 4 Moke ; ae Ei SSE epee eae meen er CER ee 
Bee Sn ~ . 2 : soe pers Seats ae Fes oe : , a Bye a Se eS e Seeeicts ae? ie a aa : Pe see ae ae Von pee ee ay <5: Ee am a ae eeeetea ei? a si cai: 
aaa i A ‘ ‘ PP ee a ee. Een eS Eee Rete et ee eee ee Be a 
wg ee eS Aan ; ees er (So Seated Sai SO RS re ara a a Bar STS cS 
Deere ee ee ee ek ee 
5 sf I Ps he 
oT ae ’ 
| . 
; i ' — 
4 oo 
Advertising Age, August 9, 1954 
a 1 | . } “ 
oe { ~ ‘ee : Poy » ae ‘ : 3 3 . a 7 ‘ : f : ; “ : 3 
: PEt ik Sa a & ‘ 9) Cute he igetie Rae Ae : 
a <i: eae alge tia aioe Po S oR uf eer RE : 
} ' it ie Bet So ce i i Ai ee Sea eri ae <2 eu 
, oe * ef Fore Be Pes yee net nee : me SBE kA ome hs a ra 
Pig ae H vite, en roan ete e, ,20e SER 9 i, (eM aa ae > ae ; ie nee) 
We. ie f if ——_ ‘ x aee EE es RS a le es ee ie - eer ee eH Oe gt 
: tt A a ; ae REE aT eletes eeRE A a. seater) ice «: ’ a ey heh te eet 
: } <i 41h ee Me See ty eee ; 2 ’ bg . 
4 ‘te GP IE ON OD 7 Oeann a e Rae aanird, es Siar ie oe 55% : f 
, terre Pr. r Ros gg. a aes Biuslanal ¢ | 7 7 
ij it Si PATA E I OE esd a Sy = Man pede eg j Since emcees Wiss ' : : 
o F a “aha | | 3 
‘ : . i. 3s A Rs fore Sa 
my id ae ee Rs A, 
f Se Ps, Sie ‘ie . 
=m { . Sidi ; + a . 
* : : ‘ ols 
4 bes ' Y f ower a o . 
nena ‘ Sy is - 
a a fd Se dhe : s oa 
‘ ae. —~ - y} hk 4 ao : ; 
a J ‘ H ee, ook 
e ‘ : 
5 4 4 i an — ae | 
8 } “ : alae?! CANDY Co a oN i} Wins 
i ‘t a ... MAWAVAE | 
24 (8 Sas ? ce as —_ a a ‘ | 
iB - ) basse a 1h deacanessne — a er $ 
' . ae ' bid CHICKEN ON 
| ' — a eS 
( \ ' ~ i — 
« ; } Ses ss . . a, a ee 
Pt | ‘ > ‘ <a | ; 
f : ‘ | 
re ro A i 
Pe ae | ‘ 
1 rene? P as . m af 
* cree { See eee ise ioe ie elet nat: 5 é , 7 ? 
Pipette apts | an, ol a oe CO 5 GEN OT, OR eS Say RES li, eae gireces aged aa PR Ss Se = es a 
ot i ie erane is ee Sey Eats Cee MRE pat a one oe eee mS 
Be pi) ae | eye iy TNA aloes, Spe IRR CS eee aera PS le cae aa en RN eS, ee ed 
- aye bo \ | minha ae en ee Bae PAN dae Bota Se Se ane ne nee as ace : cassie 
es . ys. ew Sead Gates WE ae Carmen sl" stall de eee ae Re canine Be pee oe ree 
523 bat I } 1 PORES Caley Pearcy cio Vek tered <a enie geceer ein eg oe So elie Bp es 20 ea ei abe ei, "ea _ y ae ere 
4 it s Nise eT aE a iyo? idake a ict am A ae ee *: Pare a Aye ie ek Wee cdpe eatec etm «ST aan Reey' Beeches Meee sant 
eee oe aS ak es eet Bis, Hon Mees reg Mara get elk ahs era rie ll Pe age MOEN ee peer 
ae su; oc Eaten tioaten eee ee ee ee —— 
i oa | Hg Seale ae S Fe sae fire eh te Pa he . a at ~ e Sear tS rr. 
4 Ae a Co ee eC aie ot ae. . Fas eal i) eee 7 
re PD folgeal ie tn ss Oke ae can es, ce i “4 
. os rR tear ket 2 sees time hie aT RE ee che ee ene alias 
a. ee aii Sees ea Sat ia a. to ere ee ee oe 
} ee he eee. Be ee = Site / aie pieouew caer. 3 ‘ee 
Be ote Sd at eae Eo aa ae ieee: foe ee a Bae Pees | 
aera: aie ones of ‘a ss Gan te F Cc ~ io siiines 
ees pie nie . | , Boge ys RNS ; Sars 
a j ; or Pe peepee 3 1! tages et} a) eve Yet 
Bey { ee a ae: as ao <a. AS a 
ee em |, | ae saetce ae ceri ee i 
a a . —— . a ee 
ti { ee : 
Bs, ~z aa’ _—L_. . y 
Sem oz i - < 
Bee = er x . ; 
Berta ge po: | ‘ = ; ' 
a — iis 
een | 3 1 a a re 
; a j 3 . ’ i 
us ‘ : we es 
. " 2 fp 
= r = Fi 
pe are — , 
= ee: a 
eee “ ‘»* — 
eats ~_ 4 as 
'‘s re / 
H ; SS eriamag ss i _ » 
Peaanee = '- = ene 
a ~~ ca - 7 4 7 f 
ee is os Me : i ; 
a \ Ste if NG no i D cee 4 \ : Z 
: A area ae is ae lias tari 
HES ene Pier fod gg asa RU beatae sities 
_ . r boa DAS § OTE” peer s es Pad e BP vices Te = ites 
gene ay 2G satin bear ges a ni vo eieeat ze s a eats i Sea - 
a aie pea a £ aS Ae EF gS Ree ree a 
{ co ai } ee atk ete Coe gir as Fe sas ois mar eas nor Ns en tahy : 
2 ae q ROME ss OR eee Se ee ry bs wooed te Ae | ee i dy a eet. eet on ike ie 
Fg 105 ae 2 ee Seer ce. tae Rs a;2 at" 2S ee eee sae ee, Se pS ie > Eee oe Saige pel er his 
eae | Rea A ee |e RS eiaere sie ay IR ae ey ee ioe 
fie Y De, tony ae ees: aes ie ao heaaneee Sep e a4 _ Rees Speer rs 
a ee Saat eas fe ae ee a oy ee ee ov 
Bei shy seth Aa rn nd ats eee a ie weg hee: RTE ce Ba 
ae SANG es ed ee et Spee ESR Sc Se cam Samay oe 
i Thee gee : “ate * ies Soy eee er 
i pet tae re ee 2 pee is ; Be oS eae aa 
ees: od e e Dea Wi eeaye etal ti ae + ea? Ye Na eae -. 
iz a7 2 hie : Poe, . : at oe mee ge eta 2) eS oe 
ae tae ieee ¥ HUAN fo) Bot Apu i le Dae INE." <a RS te eg re es a yee. 
i eee v ete alge ee See eee ee ge eee a 
—- . oe nae ti ole Cle eae ales = Ee <a eas ae. 
i te alittle aie. is ee an ea ee: 2 eet ae oa 
reas | : oe 2 oy 2 hE 
A im eg en A. ee = es 
: EAR ee ee ee eae,” : pes 
i a ee @ ris BS sinsauiiarianeile q eo : a 
Bei oe ee ee : Sangh _—— 
; pao : cn fe ae oe tater ee. aioe Ei: iets 
came Suet gee i . Bee ae 
j a Std. kh eRe mais Serie 
- : | aici Spee ies ae bs Ae me 
‘ i ae rty 4 ‘ ‘ 53 a : 
{ a ae, Sry ee ee i Ms eT Tee Q) ee ; 
— eo = ieee ete ay NL rein tae Ry ene ee aoe 
\ Rh dor oe clan LP reer Eee Fee oe eta als eateries oe oo tare eG Ree: 
Oa ae | niger. eae el % Sy) ae eee hor aa ie he laos ‘ A ee pine 
} ; fear ees eae ? Pape Ses er a RS ee 2 a oo ‘caret 
SRR oe 2) DES a ene Fee ee Se ES Aes ere Ne ee Sige eing ee SSN ‘aaa 
_— ee ee RR ye a ees Is ais 
ig ay a AG oe eee owas a on a at Ad 
 aeemee eee oe Cerrar er a ae, a ns ; 
t eer = ae eae oy ane os 4 CO ia ete, ies _ 7 ne 
ees, re eee i: = a ree red ae ae 
aie the \ ieeeeen ca! ona eR sia an pene, Ore saat CGS ee mee oe pein, 
i | eee eh cl Misamis Rie ry Revco ete ae See Ber, ob i ore cae ae @ pet 
a coe NP Geme ary a: tg. bee 55 ane a See Pet ea pl 4) eee eam 43 ss aoe Peeituie 
i a | Se arace sey bale Sn Aimee a Cee coe re ales ae ae nee ete eT east eine, 
A es Re Wee eC ee ee eee eee yo ieee | ein crete Ce ReN See aia 
|  T%- = ec Uae sage ae ap ee ee) A rere Ce eT ine Oe So peer: ie oath Be eked 5 ee 
1 es | crore ah oa eg iS || Sater apma centage he aches dt on a i, ie: oor 
4 Geet es | Bane: wees FNC ER fs ren f _ Big fia’ Sn Ss 
ae Re ean a i gs ee ee fs 
ee ay i, 2 ame a a ‘¥ Sr We 
| ee aceon aS eet entre os TIPE inne an rts err 
ee Ea ge ae : On Sai secre z a nee 
— i se gS En Msn. Se a 
— oe | org A sis Str Mer Ste sae Ceo Sige ae Stee GE eae Oe Petes) jie 
‘8 =F ws 4 eM Noes Cet EMEP ek ee 2 ‘ Saws sol teed “ 
- bo et E . B si, t ee iN bates. 1 ‘ ; ect 
ae : sc Rages am 
| Rhine te q sri. ate 5 RAS oe Ne Ae pee i te by. 
Se ae oe vad a Soe sere ame : 
2 Be, , era eae 4 ne SNe ae ai a e is Ms 5 
Raia Rae ek ae asAG ree ee ae is 
Tas aa) | Res Nee Ure es TY ao vet ano ion ke ae cena tee rehab yaker os eae 
Bs Sige | Bae PGE IE! 7 See NLR PC ee BIRR Lurk Weg Rte nt tt pete tains pa 
oe. ne. Cy ws - See Oe Cah cen , fee EN ma 
Se aah) ' : oe ‘ i Po a 
eee ' Sita! f mee +t a 
rds re | | ts cee p i ayes 
es icy gs BEATS sas waa ce: 
eae theo ‘ pee ae 
| af ees } Seg 2 
eee : 5 ad re a 
‘ ene J : - Capps \ np Bees. nll a 
a eee | a ep : ior - 
piers, | — \\ eo i et oes, F 
Boe - , et a aia eat a ee ee gui, HE Tee mh ae 
cco warr 2g siete AL i gears ep oe 
ie a | = _ -; a ere : 
arent 4 4 Thee eee Sp 5 a ang) Sec alg a aeate ie ae ee ie 
} ett . | i ay” \ So ie Ce a een ees “ ge le \ 
(er | ne i o oie set ete phase ‘ iy ae ies 
ene ; 4G \ - ‘ , - 
a4 ‘ & 7 8 Ph te 
eae. " i“ yy) Figs 
oe Me 1 
aes “ana Sak : 
Fiat a ow ne ae Bry 
Pena ; a re 
ean j | 2 i: 
ae, a oe : 
a - ts ne gk 
7: Po Ee. - : 
fra © } - BME Seek y ‘ . ee ; f 
ae } | \" ha Wee ate “Hh ne case ge ae : 4 shops BS oy fa a: 
eae = 
aS ae Sa 4 an 
re et Ole ae ee Meee ae ae Ware pee Ome ; pepe EI : Se apiep Sarco mee Ye es ee: ese Rowe erat So 1 Sr att CAA. - mya heh ek a oR i OR si Park. a 
a Se ee. 2 oe er ay aie ten ‘a aan ome ts Copa ice eh See Ee ee Sale 7 Saga or? gare Fee ek IT NC ee tee ‘ Pe is kg eT ames See eras eng We as es 3 ! Price Nb Ss Fe ’ FR PY : > j 
Me ee re TGs A " fay ies Sir he ae CPAs See OO aa ope x ee i, axe nee Nea ge hae SEINE ome ee a eihse Gua Tiny a lenar as hero a hn 

‘Instruments’ Led the Way 

To the Editor: In the July 12 
issue of your publication you re- 
port that 
Automatic Control, is the “nation’s 

ly to this new field.” 
further that there are two addi- 
tional magazines appearing shortly 
to cover this field. 

For your information I am at- 
taching hereto a copy of Instru- 
ments & Automation which was 
started 27 years ago and which 
added to the name the word “Auto- 
mation” in January, 1954, in rec- 
ognition of the recent acceptance 

of this word to denote automatic | 

control. Instruments & Automation 
has scored a jump of 27 years on 
the other publications that are now 

Business Is Better Than Ever... in 



Per capita food sales—$315.09, more than | 

double the State average. 
Per capita Drug sales—$46.14, more than 
double the State average. 
One of the nine largest cities in the State. 

Sell in this rich market through advertising 
in one medium offering complete coverage. 

Evening and Sunday 

sinhold’s lication, | 
repsepei ig hall sngeoicavse field, called Instrument & Appa- 

first publication devoted exclusive- | 7@tus News. 

It states | 

appearing. The publication is ABC 
with a paid circulation of 18,000. 

In January, 1953, we started a 
tabloid publication to cover this 

A recent letter received from 
one of the larger manufacturers 
of automatic control equipment 
stated, “I am thoroughly in agree- 
ment with your view that systems | 
are rapidly increasing in impor- 
tance in the instrumentation in- 
dustry. Your emphasis on auto-| 
mation is timely and _ indicates) 

again the vision which you have Mentally Married? No, Neu 

had in the field of measurement 
and control.” 

It is rather difficult for me 
to understand how publications, 
which claim to cover the field of 
publishing, have completely missed 
our publication when they discuss 
these new publications that are 
recently entering the field of auto- 

Publisher, Instruments Pub- 

lishing Co., Pittsburgh. 
° * e 
Says Floating Key Holders 
Are Nothing New 
To the Editor: Re: Photo and 

Write for new market data folder now available. ‘caption regarding “INVENTION” — 

Nationally Represented by 


The Ward-Griffith Co. maintains offices 
in all principal advertising centers 

“Adman’s Gadget”—Page 70, July 
26 issue. 

We inland lake people, who have 
been around inboards for many 




oe pe ee en 





In the ten-year period from 1942 to 1952, the Louisville 
Courier-Journal Sunday Magazine grew in advertising line- 
age from 350,000 lines annually to 1,500,000. This growth 
was even above the high average for all the national supple- 
ments. Nearest in lineage growth comparison is This Week— 
from 400,000 lines in 1942 to 650,000 in 1952. 

Send for your free copy of a new factual study of newspaper 
supplements. Write to: Promotion Department, The Courier- 
fournal, Louisville 2, Kentucky. 




Sunday Courier-Journal Circulation 303,238 © Member of The Locally Edited Group 

ted Nationally by The Branham Compony 

The Voice of the Advertiser 

This department is a reader’s forum, Letters are welcome. 


using “floating” 
as far back as I 
Ne don’t pay a 
‘ither...even at 
es, a visit to a 
ore and two bits 
will pick up a_ ig, round fishing 
cork—or a dim will get a less 
esthetic-looking \arge sized Ther- 
mos jug cork. 

years, have bee 
key holders sinc 
can remember. 
buck for them 
today’s high pi 
local hardware 

ck Advertising 
mowoc, Wis. 

President, K: 
Agency, Ocon 

To the Editor 
Say, incident lly, 
Is Garth Bentley 
The only man 
Who can 
Fill a page 
In Ad Age 
With rhyming prose? 
Who knows’? 

For some time now, 
It seems how 

The poet’s name 

Is always the same 
Every time 

I read a rhyme. 

Just for a change, 

Would it seem too strange 
If you should choose 

To print a poem of Neu’s? 

Or are you mentally 
Married to Bentally? 
Copy Department, Stockton- 
West-Burkhart Inc., Cincinnati. 

We are much more harried 
Than mentally married. 
Garth’s poetic Bentley 
Seems quite eminently 
Suited to our pages, 

And he gets no wages. 

If Neu or you 
Must versifying do 

And want to let us look, 

You, too, may make this book. 
We'll use what we like of it 

And send back the most of it 

And pay not one cent for any of it. 

Another Adman Has 
Success as Inventor 

terest the “Adman’s Gadget” photo 
and caption in the July 26 AA 
which referred to a floating key 
holder invented by W. H. Watt of 
W. H. Watt Advertising. 

You'll be interested to know, I 
am sure, that there is another “in- 

tive.” He is Hubert F. Roy, of our 
organization. Last year Hubert in- 

cally operated aid for public 

too, thank you. 

also electrically Operated. It can be 

To the Editor: I noted with in-| 

CURRENT—This 3-D outdoor board for Pearson Candy Co.’s Nut 
Goodie bar (AA, June 21) is appearing currently in the Twin Cities. 

1952 JoB—Union Oil Co.’s beauty appeared in several California cities 
during the summer of 1952, a reader points out. 

adjusted quickly and easily for the | Poster Seemed Familiar, 

comfort of any speaker. Here’s a} 

picture so you can get a better idea. | 


Director of Public Relations, 
Ross Roy Inc., Detroit. 

| Seeks PR Definitions 

To the Editor: We are compiling 
a little booklet, for free distribu- 
tion to any one that wants a copy, 
of the various definitions of ‘“Pub- 
lic Relations.” 

We are interested in both the 
serious ones and the humorous 
‘ype and will give credit to the 
wriginator in the booklet. 

If any ADVERTISING AGE readers 
know of any definitions, we would 
certainly appreciate it if they 
would send them to us. 


President, Sheldon M. Heiman 

Inc., Public Relations, Chicago. 

venting advertising agency execu-| 

_ture appearing in your 


Files Helped Out 

To the Editor: The enclosed pic- 
issue of June 21, seemed vaguely 

We searched our dusty files and 
came up with the photographic 
copy you see below. This painted 



Let us 


Your test advertising will prove its effec- 
tiveness in the ONE MARKET in North 
Carolina served by ONE NEWSPAPER. 

Generous Merchandising Service 

And Nationally Represented by 

‘The Ward-Griffith Co. maintains offices 
in all principal advertising centers 


A typical Wall Street Journal poster 

ROBERT M.FEEMSTER, Chairman cf the Execu- 
tive Committee of The Wall Street Journal says — “The Wall 
Street Journal, only National Business Daily, reaches 300,000 daily 
commuters — men who get ahead in business — by asing TDI 
suburban station posters and car cards on a year ‘round basis.” 

eo in is ences ars ne RRS = SE RI eT 
” = — SF oes 



pane ees 

troduced Roll-A-Talk, an electri- | 
speakers. It has been selling nicely, | 
But this year, Our inventor came 

out with something that is going 
over in a big way-——a Hi-Lo lectern, 

Write for large marketing map of Greater New York Market and 
population and sales statistics for Commuterland. 


MU 6-3456 



» “ls 7 ath a i | ewe te cee 2 ee OR ed ig A Pray A ei eg Pel co ARLEN Wee he tee taba © ONE a ae, ase oe ee Bm 
Oe ee Oe eG be tt ein eae oe 7 Ro Nas eaeab as EON i fg: ods Moe RS ae eR oe PUTAS GES vi score ee Boge MMs VE Sauce ig Maal alca ctash ae oer te Che ni Oe Poe ea bree a aon ey 
oa eee ms Pees Pe 4S aE a eS IS: le DR et tic eS REO NESE NE OE Te ik te tabs amt Sia Vig Came Ge Mee nirs) Sie: J RIEL Mah te: eg oa ages tt 7s Ree Wii. c Paraerne Bn OTe ean Se Orn | Sia eel et tee 2 cl dive Stk AE “ORR abate 
SO a Lee Sg Cae 2: PMS ete PR PRET Cae Mie TE ie PES EMTS TOM TMT tM cep de ings te mh mst oaths re ye (header) ORME A Ay Sgt he adh eee ihe Nan Ceci | ee eR ics a cele oi a oe ae 
Geo ami NS oS ABP! eg ME ae Es aig Mad ck eeges SALLE oe e a ance le SOT mere Roa chit Xo Mees LLM AD A ea aE pierce, li Lenn te sdata toe OMe eeh pines ee eng 2 Pag as ec kd PRR Sar tat OT NS! 5 RpRIE AS, oe OBO Bere Pir Aaa nS Es ap oe ee 
PT ide! oe prey eae he nia eee REIS hn a ae Be peeesr Ayo Pope! Ke az be Ay as ae a ee td Ret aie ogee Ei ae oe Hee Sa ie Pee ses Oe, pees, hts aiken, Nr “apes reo fey ae Seah naieai >, << eae ats it ea 
Teo y bp See RES RET S Ie pas ngs MC SS gee it! aa Sah ir oleate Omen yt wiptige et Ue aa, ace Mee memes tas cist ete th CE 8 in aaa ae ae gia aeRO reg Mee Le ars Ewe) Cea 
; BA ee Seo bag s-net * De ge Huan hah So the Sh ae Oe SYA en ola Citas Aare "pb ed hee ke 3 ec ae PO eM yh Rene Soa gh TT SEM te te de tr Sly, ees eet inte RO, 2 kcal may ig tens cr Gee) fe Onley a sere TOES UD ment od Me ORE eh ECS r Be TD ent ak es 
st ee tg Bas pee, Gas ier ee Aa egic rect ER re Mee eee Sere ee Si ae ao Vote Wend eas esr ed pag. page Aina is Sd, Mp Yok LF Te bys 3 Monet a Oe Sea AS pee eee Pane Piers cre. : 226 SPT one onla age A 
SS Ss oc) terme ers hs Me oe = Ne Facet 5 CERAM a Sind Oe ae pecan tp Ee NER Seite ga ys aa a eee MOMTEe ae ime. than ae ope ya aaa net Oe Pgh DE th ieee o Ren igs n Negea ys. Ere. Ete ' pte eau 
oe eer eee te pee at a ashes ees peta Wea pom cae 3 re Pas eae Aegean Ne Od ieee, Fe ch ee Se See : epee cree) oS ar alae Shes) 2m Sip apa ot eck J a sega 
Eda rac oe ao Sais oR EE Rigg Bor ae nap eat Me gf iran ra ma ie ea eA Stic cs a eg ees: aie agers ip 2S eee fingers 5 : . : feat , ae ace is aa 1 Sage Si 
sare ac supe eas SR rwacame ete Bi, ey keg ame eek ey om ae et, ae eee ae f ‘ : oC 
XY oe eee ie Sa: SAREE ae SRP MRR fart a Ue 2 Ni ese cy ie F ; i A :. eS a Bis 
eee ee em iS hal ee +e ‘ i i Pie te 
ai ene a. d , » 
eee P : 
oe ‘4 
-_ | 
: Advertising Age, August 9, 1954 
. ’ i 
: t i; P 
wee ara are Seed eae Ne ee re: gre Poet. Ad Pete sate : 
rie: See ws LAS 6 ae P| : 
teu tS — ( hs % eesti d Pe «. . ne i‘ i ; 
Re i, Sa Se i * gg S J ‘4 ot ~ £52 | % " ; \ 
3 he at ee es bert j " ‘a VV Z . alta 
. 77 \a = — ~ - : < 
| WS = ) — Se | 
wid ~o° : ——_ | b - 
—— RS ‘ ; 3 ; : , 
ee s “ gue ~ ( 
} ; S a i 
ro i. = "Weseemmame j 
j : = hg 
i - } 7 
Y i, CANDIES! t 
‘ €, ' ' 
ae ae oe a - Sea ear ec UN Oe ES % 
‘ - t i 
| { 
my i . 
~ \ {i ce ye eae 
‘ @ e ‘4 ences | 


reo Meine hat mA ee oo 
a a i a Fe rea hs 

oO ; ie s i meee re iE AAC 
5 “ Re ‘ ery eg Sa. 
re a Ey oe * t ae ‘: 4 ‘ “ * ¥U Weenie sete! 
ee Sees TON ' . Fe : ~~ ee 
a —— as coe oe 4 DLL Bisa 
ot | Bs a ; - ee eae 
a ee a - ° fpeaes 
— anaes -— # & y Reig gare ee 
ial 2 - a ° wt eh ee 
— 3 : . ~i2 ran, eer ae 
o | & “— Pt, if 6 RES & 
mee | % . Pee é " 3 J 2 SS 
eh i 0 aun a Po, | ape ee 
abe ‘ Jia ak ity - BD hte 
. inne , =" a Mey. . rae | oremeemmemnmememmmennd i i ee. 
ee Cae re <. rN a lee Sai, 4 Bete : 
Ka CT poe GASOLINE ROE ; >_ oS . § tm = © : 
a Crea. (ae ; pers 
Lime . ge 8 ee ina 
: “ pe . 2 , i 
| pl oes 
; ~ Hee 
. k te : 
: : : 2 ; F * a : 
a i | | | | 
Va Ae 
et: m fee tee 
ae | A oe tc. 

3 Pe | Sane 
” a ined 
ee | , " 

| 3) iam aa eae 
| | are, 
‘ " a eee ee + _ me Fo 
aegis il a 
‘eae | | Bee. 
ares | i: = 
ERD | Bae 
ies ee Bar 
ies s=sss mnstetES E- 
a 8 | ce 
ae & 
ee . 
eney . i Maes a THES werk eer ee ee a q ee fe . 
Ae etee A, ec. \ os ae eee = Somer k ey As 8 sliaticadiias eae Eee es are ig Whee 
eae Bi age ay ae et ee eee Se spak ta Pa = | Lote er ¥ 7 " | Bis 
Neate y ie : Been 4 0 Jif peg or east i meg 4 actly re i | ee 
5 & Be Bale ay NU ae ens. | | i a 
“ ‘ a Se es, eae i en TN ie ee | . Eo : 
erat Rand Ce aha et a Rae ne ee beet beg 4 es SS UI i eS ek aan 
ce. eae NUN gin eee Ps Sea | | See Gay 
, ae ; pee a as coy gee | ae 
ae “hes Syne ree ae pea ers ee cae | Mm was 5 
Bee Mies ‘ Pa eee oer Ae Saeey eed | 4 ate i wis 
a is Re tei Dee ce — oo 
ee . Re i aa ie 
oe : at ye rae ed ieee i 
Se i Poe < "Seas | 
boas : zie couric tournst MAGAZINE es oe Ce oa 
‘wee a oS Pao reer ois 
sd 2 - aes gale ae aaa De 
isis coos eioeeg a eae 
woos Ps eI . a teronionan tate eo aoe 
ir ote i omen ee et eee 
eS) ; oe ; : joa tae 
ara : BRAS ae ‘ mam : ‘s | 1 “ 
bape it Si Aaa “, Stage _— : 
Sra MEAS ete: % ‘mal ” Banh ie the i é Ric | 
ele Bes ' | 4 ae a 
: Eta s | (a a. | hack ohod ane val q i 
. bees ™ a SS 
As é £ f Dee ar f ae aes 
ght Peaks: J t ao 1 Poe 
2 é © : ® e @ y = 
eee: b eS ag “3 Maes 2) - 1 
Pe fee : " : PA R AD E . 
Se ee 3 t : ‘ 
ease ; al es aaa 
“En one as 
pian SS — H 2508 
ne cB f 4 F ' | 7 aj 
Sea = L en bh? a 1 f Wer 
ue Me : w 4." © 4 Riek: 
ie eee a, Sax “ i ae 
os es ' a en eee ate ! i ei 
ty “e- : — J ee 
ech i wae 6: ae ea i : OTN 
ee ee p eieM Pepe oe 3) 2 rev l sls lls issiseseesestetestsiemnshesheenisenessnemanan i a 
a fs, vo ‘ 4 ’ . x st a ad - a ? 7 See ae ee ¥ % ss i 
eS Le d 4 ma I ‘ . - : . ; ) eee eee ’ Ciliates iat es ot 
sia iat e a oe De q cs i 
- Lilly ap tieetty » conte tesiaee 1 eee . x facies Se eea am | Py 
5 9 IL aa is Rages es ae i) ee 
: m Zee Cee ees ee Bee af a Se = 
yak = ee a ie ae ee ts ee ea. 
Ae j Bs iil Nie ea RAO a Bets i eos oe 
: eae : ; ' Vi eaten ee Sk a es 
: : } Mae bd cele : eco 
Ae a . -— * “hes a “Wilke te 
at | Ree ee afi oe rere: Rene 5 
aia — Sea Wee ieee ee 
pie ok a Se > whe —oagring eee ee 
ee ‘ & 2 e i if oe a & “| men WwW : eee wees 
Spo ee lie : « : See aaae ‘ ; 5 22 
lise ue Be ” ¥ So ecm gee 12 en ies Fa Pia J fa 
os, : Sn : . mc ON I ee eee tte ° eee oe eee 
= i ; — Sth ig ReneS airy eter 
Biota: ee bs ss se Do adie iengriee 
Be hecctcbe . See PES eee. OS ae ug ee ee xf PF ee: d Aare ~ Mi ea ea ay ni i a 
a res eee eal oe ge Es Be ees ORE Pe ile oe ae aaa a aad 
ea oe ae ie” Be bin tyr el ie é ae . £2. aan 
‘i 5 4 zi % ee rE? % 4 a i og ce ‘ e eee | et tom, OY’ $ eee res 
- oi ‘ee ‘ ee i oe : 4 Bt Pe Fe ' 2 re Sgn i er aoe ee = ea fark eis % a if eae pa 
Ps ss 1 ee Ce Mie. * fe A i F », Me an sos ef eee Diaper ta ae rae ye | ee te 
7 ‘ Ate ae : é eos Hi 4 ee bye” 4 t ie a ie ie : oe > oe ps pe ceed! i Rae tae: 
tk Te AS 5 rae a DB. SE ams. Ee 4 a ee : 4 Seago t BS Sk chy a incre, Wasp hid Tae 
ey ce. | Ce pees, 3 a é |. eS eee Free ye ae ean ap a eae 
ere ie ae ‘. fire be aa sat a 4 a 3 Sey ; a te odie i : sce le 
ory ; WSs os ag ae 5 Fe, Be: ee i é s PEER pena ts, aaa “ \ i ae 
pees er een ae a a! Ue ae ae ‘ie 4 ee 
Pa Mae & OT, ae ue i 4 ns i Des eee E 
isa Sous tio | i P2255 ae as é i . ie oY 2 ; 2a 
- oe ae eo OS a a) 4 op Ce kare ke - | ; | TH WALL STREET : } s stare a 
eae mee ee Ea does erties ae aoe: ee i ie 
ee PO | ee SS Se, le iy ae ae apes tual ‘ BS 4 i ee me! ieee EM Niemi Basing. Dic “nd eee: 
ah ig c | et ie a ee Sg Sate Tia oy carne Sy ° et Oe oper SE OS a) Oy SN oh eee { Sse 
epee Be ic, at re hes gf nas ‘ge eS " Fe F «. , 4 Par ee te Be id Vie crits OTR ee Ao H a a, eo 
Rater | eee Re Me tancay Mer Ges et ba ta Bei me 9 oP a a RES AaaS e= 
ej > 4 Boas ic. By te See ee es 3 AM Shor - ef Mat aa SME gn ya sealer a a rea ‘ ee 
net: ee gee ae - . “a biti eaten Boe 6 aetna oo ee 
ee | ep a ee ES San es = “ Paes ; aoe oe) ROSS a ie a 1 ee enare 
2 ot | : ee = ; wd ee eee a v ees RP” ag AP ae ete A = ore, ay 
Lat — | > a Pe et i Ta “4 Eas - et a Nee Bin Nag tate & oo merce onnenapnneraneaige 3 a Ty x : ag 
« me | aes Sas te ee | , Z { fy ssi 
a ee sy js 4 “a Gee . tm 35) 
MG : : 4 7 | oe 
; , J ; _ Pes 
ta a } ak . 
‘ | : eae ; 
| ie io ’ = = 
: | eee Pirwgen 
} 2 ig <3 
| ce 3) 
. ey: 
a | Ti ee 
Ex yee a | oe at as 
: Ea) re ag BC 
Set Se 4 eeah | ty 
ct uae ' pect . ote 
ae a hs sores a x Ee , : Sate * is 
sae Ks = ¥ nani iota es vou a ies fee 
Bes i Wenig a fag Fes ree ES Fr 
é i es “ “ sin : po Bi 
ie . aes ; ve : ys a 
ee: ee | ay 
Sp Ras Be ea, 
a oe gle go ees 
(ook, oa : . : Mg 
i a > > : ere fe 
ee eee 5 Te << met coli i “ee ige8 Paadite ae? S (Ae TS oe eee SI Merah ie coi bay ba eat CF te Maa a Es Fou s ER ph aie Sie veut s C= 7a 4 + > 
ae Bile fe so Baia Sse ke AR a ar Neckaetge be Up aye a ae eer ep oe et ss PaO Pegs tee nhe Soeuees ST pey erate ca ehe Cae ye ae ¥ eS SRR, Ss 
ee & Dire,” Oy a ce Mas Peso, gy ae ay eg ee eee a i ; ST ae ee ie ee ai; he. 

Advertising Age, August 9, 1954 ” 

bulletin appeared in several Cali-|enough in the National League| ">| Houston AMA Chapter Elects 

fornia cities during the summer of| with Brooklyn in second place— wo : ; J . |, Stieten et tae tence Ghindion D AY T O N A 8 E A C Hi 
1952. but to move the Cubs from beauti- aa . 

. : . = lr q | Business Forum have organized a FLORIDA 
We would have been most happy ful Wrigley Field to Comiskey | = ‘Houston chapter of the American | Population: (U. S. Post Office 
to arrange it so that Ray C.|Park...never! |Marketing Assn. Elected as presi- estimate) City Zone, now 
Jenkins of Minneapolis could have : ‘ . Florida's Year "Round Resort Covered By 
h ‘ : : dent is Joseph L. Zarefsky, of the DAYTONA BEACH NEWS-JOURNAL 
rience the Union Oil Co.’s old ‘Community Council. Other officers aan 

are Donn M. Tee, McCann-Erick- . pis bore ogg AB = Ban 
| son, v.p.; Bob Bolitho, Retail Mer- come from all over the U.S., Canada, 
chants Assn., secretary, and Mrs.| Cuba and South America, Its Sum- 
Shelly O. Turner, district chief of ‘ouriet sepelnien. ts 

the U. S. Census Bureau, treasur- 


Advertising and Promotion 
Manager, Korday Sportswear 
SHERMAN SLADE, Inc., New York. 
Foote, Cone & Belding, Los e e e 
—- Spots Likeness in Pictures 
of Two Auto Men ; 
To the Editor: We were won-|the differences are quite apparent, 
i i h i any| but at first glance, one gets the : 
on ‘Bait Advertising scranvonts on the remarkable sim, |impression that the two pictures|Fader Co, Names Matthews + Sor fe weer Fh Ann 
To the Editor: Perhaps the) jjarity between the photo of Paul| are of the same man. Thought this| Franklin Fader Co., Newark, SEND FOR OUR ADVERTISERS’ MERCHANDISING PLAN 
greatest enemies of legitimate ad-| Hoffman on Page 1 of your June| coincidence might be of interest N. J., has appointed John V. Mat-| Represented by V. 4. Obenauer Jr. in Jacksonville 
vertising today are those few firms |2g issue, and James J. Nance,| tO you. thews art director. He formerly 

Siethacatie See aw 
and individuals who make a tem-| shown in the continuation of the was with Cunningham & Walsh, | BAY '2-VideRicl iia ag, ma csem 
porary gain for themselves by|same story on Page 8. New York, and McKee & Albright, 

Paul Hoffman James J. Nance 

Omaha BBB Educates Public 

2. Over $98,723,000 effective buying in- 

3. Over $83,353,000 retail sales. 

Vice-President, West-Marquis 

The Ward-Griffith Co. maintains offices 
prostituting a legitimate facet of) 
business (advertising) through the 

Upon close scrutiny, of course, 

Inc., Los Angeles. Philadelphia. 

in all principal advertising centers 

medium of “bait advertising.” Rec- 
ognizing this fact, the board of di- | 
rectors of the Omaha Better Busi- 
ness Bureau has decided to do 
something about it. 

Knowing that one cannot legis- 
late a man’s morals (we already 
have too many laws on the books), 
it was decided to run six ads in 


However @ few advertisers use bait to lure you to thew place of 
burners te sell you something other than wher 1 edvertived 


1—Atter you ge inte the store the advertiser runs down the 
Advertised Merchendive 

2—Whee the article advertised has just been sold —Ol course ff 
vou wet too long the berger will naturally be sold. 

3—Or om genera: places all kinds of Berries» your wey f you 
try te buy the Advertined Merchandie 


bie may show yew other marchendie © the bine at diferent proces but = 
alle: se ravstance te the sale of the edvertned bergen 


Redch Tower — Merrenine wt 3033 
Tht: od pablished \@ the public ‘wrerest by the Better Gusicom Berees, whch 

the Omaha World Herald, three 
columns by eight inches, such as | 
the enclosed ad, to fully educate | 
the public as to the tactics of these 
few advertisers and to teach the 
public to recognize “bait advertis- 

To date we have run four such 
ads and the results have been very 

This information is passed on to) 
you not only for what it might be | 
worth but to illustrate that legiti- | 
mate business is making an effort | 
to clean its own house. | 

General Manager, Better Busi- 
ness Bureau of Omaha Inc., 
Omaha, Neb. 

Another Reader Spots the 
Cubs at White Sox Park 

To the Editor: Enclosed please 
find double page spread from your 
July 12 issue, containing Newsweek 

Tinker to Evers to Chance... 
the greatest double play combina- 
tion the Chicago Cubs ever had, | 
and Newsweek shows them on a 
background of the Chicago White 
Sox ball park. Things are bad 


Capital City of Ontario — Canadas Richest 

Province — Having One-Third of Canada’s 

Total Population and 42% of Retail Sales— 
Blanketed by the 


— 400,000 circulation (largest in 

Will history repeat itself 
when WKBT goes on the air? 

when commercial television was 
in its infancy. Look at the record of the 
first TV advertisers. The wise ones. 
Most of them enjoyed tremendous 
success. Some had to take a breather 
from advertising to catch up with 
orders. And one manufacturer of con- 
vertible sofa-beds traces his booming 
business directly to his early TV 


Television’s Shangri-La 

History will soon repeat itself with the 
opening of WKBT —the first television 
station covering the La Crosse, Wis- 
consin, area — the only metropolitan 
area station in the 300-mile sector be- 
tween Minneapolis and Milwaukee. In 
this great virgin territory live more 
than a half a million people, most of 

whom have never seen television on a 
continuous basis...who have never 
been exposed to the tremendous selling 
force of TV. No other station serves 
La Crosse—not even by “overlap.” 
Hence, WKBT can offer the rare com- 
modity in today’s TV market — undu- 
plicated service. Ideal conditions for 
your next test campaign! 

Why is La Crosse an important 

market? The 1954 Consumer Mar- 
ket Yearbook calls it “America’s newest 
metropolitan area.” A powerful indus- 
trial city of stone and steel, set in rich 
agricultural country, La Crosse has 
235 manufacturing plants that run up 
annual sales of more than $100,000,000. 
It supplies world markets with dozens 
of products from air conditioners to 
beer. From fertile La Crosse County, 
farmers get an income of $10,000,000 

per year. Main crops—tobacco, small 
grains, vegetables for canning, famous 
Wisconsin dairy products. In addition, 
the scenic wonders of the Coulee region 
and its superb fishing and hunting 
facilities attract the tourist trade in 
profitable numbers. La Crosse is a 
terminus for rail, river and air trans- 
port and travel. 

The people who live in the hub 

How many live in the La Crosse area— 
served only by WKBT? At last count, 
the number was 607,185 people— 
176,873 families—with an effective 
buying income of $4020 per family! 
Families that can afford to buy. Fami- 
lies that will buy what you sell, when 
you sell it via the first and only 
television station in the La Crosse, 
Wisconsin, area. 


Affiliated with 5000 watt WKBH, 
La Crosse’s 32 year old NBC outlet. 

— 80% coverage of Toronto 
— 50% coverage of 45 prosperous 
Ontario centers 

Nationally Represented by 

The Ward-Griffith Co. maintains offices 
in all principal advertising centers 

PU Read. Wes ae ere Wee BD Bo 69 AAS eee asa Me a a ee UE ee eee ae ee eR a ee RS oiler ote secwegan Yae i, MES BR OF ae ete SS Ey ok ys Me as YN Pea or eo oP ro om Betyg Wa oe Sa Oe ee oe 4 Foe er ey Pin ees AS Se ree h 
ae es. ig Sa een ne Siar Fr Saat a SUR AS AE Bc iis we, ae he ae chen pina rae, Oy Cae kt Gee eee f eta tate Ne penne ets eid Sahyaay se fe E es. on, eee At ye ae ; iiniting SET 93 Cet Irae ed Pag OPE CLT Re ee Te Ae Ut CNET Pay hes 
re i) re ae ema Lou: LN Rae ky ge 8, Me a a A oe RS Ara foe Phyy Marya 6 AN Ar. Cadre as bc OR Re Ean ear mea PARE ood Oe haere batt * seg ts Yalean ts 2a, - i ON os y wien! EE 2) MERE TM ce OY pL SRE Pee EE Sc aera ht hg Oa ay! Spo ae wee a, ce iatae i Paha tT OI eas oe 
i VARY TES Bd te eo TR Pest ee ara elk Say oes a Seis PoP ma Ne cee eee Sy SAMAR ord a, Sle eee tae Marne Ny Mri cl (rie re * neal BES tana oS Mee ie a peer alt ipa ee sa. pat <p ly TNE Es alice, » Sea ee eee anne 2! eines “EL p oes Seiya GE, Kee et Se a a Se Ren iS oe aN, ak Wen dl 
i ee PP SE can erage, No le eRIRorts © ane de er OCW tin Mee ais RP ch yk Meee; Cees Cl me Roe ES et be ee: Sar Deir Sete ae vies eee tee ue terlad ies  ee SS Saas eee ite Meh EEE 
Fee eee: ON > be PRR SnAg ce RR TINT ee. ORE on NS Be gate ets te Oe eth ee hg ME ee SO GAS IONS EO SIN ee nM Sk thin, Nesta’ Stara, of rt ceuitene ct vee ime ie Pe ae Secs er eT ae cS Pea eae Tele git ah cient de oie.” eek ea arms iy AR eae a ee eae Sa Bay ord 
Ak babes pk, ee «5 ees tas Giian eager ca ie Ss aint RA geet oy eid Seas De a aaa Mears bana oa eet es th rae vw, Fee i eS ace. Be Gar Saat, Se erat Seine ate <i Ne treet ooeee an Pe, aw pre abe ere eh a ie Ai gee see pe eo eS eae cans ae eae 
a Nae Maar tae ete ie t ea, Rhy fae eee, wa" ste ee DEEN ch sot: Bae gent Seam 926 tp aE es aon ey a Hee eee ee eco : ea eT a es ca See peter net a ME ci SA VN a aren ee en hee tty eg hte tee! Si Aaa fe ole 
ee STE Baa Ta Se gs a i SN ge ar Soy enc ee mermanar ss fe foo Rhy |B ES Pe ss Serengeti ey pe aoa torr adage Ong Do! ay cs Re Sot SPOR Ra NETS eS Sie taka 
ee es Sint hae op as Py RS - an Sr ee: S31 aay. ee Se e aS rod Sx pet Gee Li va: “ 7 picts (nuns ae ae siren gt baie in ee ¢ pees a bagregew: * Oe prea. wee alay gm = a pea 
' Ma sea iia. ape" " ite es pea sa 6 eae a We is ee see! bie, seh 7 ‘3 nae ee Ge pe Re ee tte emer he gite hina et eee) (wel A” an Rd. wae ie cael SR et a Pe ie Re (ener Mas fe fog tn ie 
or. ee ie ae ele ae, a ee ae eee ee val Ree ae an ag oe nS eg See ee, eh ee, ee ee _ 
pei iD. F : . 7 - 
Sa a _ Bons: et - : 
{ i 
¥ i 
} \ 
if. a 
i } 
t - 
_ ' 
| y 
: Hy} 
oa 1 
e 7 | 
: , | 
7 ‘ | 4 
«= ; 
li B\ 
4 | 
- \ ; 
- oY 
i { { 
\ { 
ee ae 
eee, i csi 
IN tine. § ro ae 
Vee t 3 
\ ae an teeaat , a a 7 
; <i eee | vite 
RR Sere } Se 
; ee a \ . e “i : 
Be a a 7 
Ps ae ee a ee _ 
ee ages j ers 
f hese { ‘ rae 
Mess, sf y ea 
Be, Seeereth ie vay 
Sia ol an 
ih ne { 
5 i SS | 
ae ‘ 
_ S 
f ta \ 
‘. , 
ks Suh es | - 
aes ee j eer 
ie ae gt: \ cs 
EB 6g : 
= i ar 
eres | | an 
: | SC “ail | ae 
. A iva’ | i 
aes ‘ : 3 CURES 
i ah ere h alee aah 
7 i = aa 
ae | 
i { i 
_ a 
—o ‘cain 
i ae ets q i 
} epee be ‘ 
Oe \ : : 
} ee fe," . Te > 
' a \ — 
i at a 
4 Gee 
i aan pha we: 
i] ¥ Roan ie a 
| ae eee, 
7 ae Sa 
4 eit i ah) eg 
i eG ae i 
| pe ae 
F ss - f = Pe 
, | 
we ot ee 
} a ’ ee a 
| e ~— be sapperted by reperabic business firm tor you protection yan hove ve 
aes |S bees misied by any sdvertinement Col WE 1002 | " 
¢ (eee ee 7 
oe | on 
i aK 
H : ie i es oe 
Ah ve ue eee 
fi CE, va 
{ oie i 
Wl ea 7 
i . 
i : _ 
i 7 
‘ oo 
.- wie 
=: Z carn 
+ ‘ ry 
ais pa 
H es A ube 
a7 ce 
: yh ay 3 | Be: 
d ae | eae 
ai (ape if , | Boe 
q a Hl ea 
a ie ma i seed 
_ } 
WW i he ; : ; | 
Eee ale: 
. oo | a0; 
ae Pe 
nate tae i | ad 
ive | : 
Oe } - 
nae ‘ if 
patie 4 ee 
Bhs cae | oa, 
ale Neg & e e Be. 
pet bees q eae 
AG ee 
ee rie 
cee a” aoe 
wie be 
t eee } er 
a Anes neuen | Ne 
j oe | Ere 
a ate a 
ees whe 
eS Pai hee 
ie oe, tee 
euabel (23 A 
é ees, rea 
a a sa | - 
ee = ’ oars 
- Nae pete a 
Saeed i : 
aE a. ; 
aoe a ix 
} gig Sk iia AVIAD 
\ Es - Oat by : 
f AN, : 
a ea : - 2? : 
i eaten | r ' 7 DB 
im 3 j L- 
}| stays af a ee Ce ye 
eer Cc a | A ™ Re i = 4a \ Z 
a ; - Nite ed 
ia Pe 
} oe ? 
st ‘ 
ee d 4 ye 
; " 4 Z | Z 
? 33 | 
ie A rn 
a ee 
; = Po 4 
(Bea | A / ge 
ate | of : 
, NBC -CBS-Dumc nt 
Rac : Pn 
ip tie ] En 
hes ‘< = 
Acs x 
reef ay 4 
me . : 
Pes =) * 
Saneer an & 
ae ee 6 s 
re os . : fA 
” eg f Rees, 5 : g P heat Pal a ‘ i # . - id eae ea 4 . ea as Pes Te « - od , 4 ‘ 
‘i J me. ose hee, 3 i 4 ene a “ey ee oe ye es sige = : “ss exe § e ra. e 4 ait IE oe fee ese ie ea et a td § 
, tne PAN RATS On gee ae =" of 5k Pa m Wi eae Per 2. bo ter, Ue ae whe eae ee lS eat F oe * ed é big Th BES <=" a ent a ge B - tee ee) 3 “ A MP Ane <é = ae ‘ Fall i Ce Ge t 


Alabama Weekly to Go Daily | 

The Examiner, Montgomery, 
Ala., currently a weekly newspa- 
per, will enter the daily field Aug. 
30, according to Charles G. Dob- 
bins, publisher. The paper will be 
published for afternoon distribu- 
tion five days a week, Monday 
through Friday. No Sunday edi-| 
tions are planned as yet. 



One of the nation’s top 60 industrial areas 
which is dominated by the 


There are approximately 900 di- 
versified industries in the Elizabeth 
Journal trade area who employ over 
69,000 workers. Over 277 new in- 
dustries have located in Elizabeth 
during the past 5 years. 

Represented Nationally vy 


The Ward-Griffith Co. maintains offices 
in all principal advertising centers 

Information for Adver! isers 

| e A factual study of the Raleigh- 
'Durham market is tied in with 
-WNAO-TV’s recent ten-fold in- 
“crease in operating power. Popu- 
lation, income and sales figures 
are given for all the towns now 
covered by the station. Avery- 
Knodel Inc. represents WNAO-TV. 
For further information contract 
John W. Owen in the representa- 
tive’s New York office at 603 Fifth 

e Asurvey of girls between 10 end 
17 by American Girl, 155 E. 44th 
St., New York 17, shows that these 
teen agers have a lot to say about 
what mother buys. The survey 
included a cross-check of mother. 
Further information can be had 
from Annabelle Dean, promotion 
manager, or E. C. Warren, adver- 
tising manager. 

The Dallas News 

is Texas 


Daily Newspaper 





B Circulation 192,229 — Sundays 200,701 

(Publisher's Stétement: March 31, 

New York @ Chicago @ Detroit @ 


INC. ° National Representative 
Atlanta @ Los Angeles © San Francisco 

ested in El Paso, 
; and Herald Post 
-d a market data 
.1e important sta- 
tistics on this r.arket. The Times 
is an independe t newspaper, the 
Herald-Post is ; rt of the Scripps- 
Howard chain. 

e If you're int: 
the El Paso Tim 
have jointly iss 
folder with all 

e@ The latest edition of the “Cath- 
olic Press Direciory” has been re- 
leased by the Catholic Press Assn., 
150 E. 39th St., New York 16. Cir- 
culation figures on 591 Catholic 
magazines and newspapers in 
North America are included. For 
further information, contact G. R. 
Cahaney of the association. 

e The seventh annual “Consumer 
Buying Habit Study” by the Post- 
Crescent, Appleton, Wis., is now 
available. Write Victor I. Minahan 
Jr., treasurer and promotion man- 
ager of the newspaper. 

e A booklet describing recent case 
histories of product tests and con- 

from the Home Testing Institute, 
221 W. 57th St., New York 19. Ad- 
dress requests to Henry Brenner. 

e A sales volume gain of 2% was 
reported by men’s wear stores for 
1953. Net profit, however, declined 
to 4.1% in 1953 from 5.8% in 1952, 
since gross margins were down 
and operating expenses were 
higher. This and other facts about 
the industry are contained in the 
tenth annual Men’s Wear “Survey 
of Operating Experience of Men’s 
Wear Stores.” For further infor- 
mation, write Kathryn M. Nick, 
Fairchild Publications Inc., 7 E. 
12th St., New York 3. 

e A folder containing statistics 
on the Catholic population in the 
U. S., with distribution by diocese, 
and figures on Catholic religious 
and educational institutions can 
be obtained by writing Vincent C. 
Geisheker, promotion manager, 
Catholic School Journal, Bruce 
Publishing Co., 400 N. Broadway, 
Milwaukee 1. 

e The American Medical Assn., 
535 N. Dearborn St., Chicago 10, 

has started a new series of folders, 
| “New Drugs and the Prescribing 
| Physician.” Each brochure contains 
|data on a different aspect of the 
field; e.g. physician’s age, geo- 
graphical location, prescribing 
habits, etc. Eight folders have been 
released so far. For further in- 
formation, contact Thomas R. 
Gardiner, business manager of the 

e Brand preferences, buying hab- 
|its, economic data and distribu- 
|tion of branded products in the 
| Phoenix market have been com- 
piled and published in the Phoe- 
nix Republic and Gazette’s first 
annual “Consumer Analysis” as 
pe of the Milwaukee Journal 
| Consolidated Newspaper Research 
| for 19 markets. Kelly-Smith Co. is 
the newspaper’s representative. 

e Demand for heating and cooling 
equipment in Iowa is high and on 
the increase, according to a survey 
just completed by the Des Moines 
Register & Tribune’s research de- 
partment. Copies of the 37-page 
report may be obtained by writing 
the research department. 

| e@ Copies of the 1954 edition of the 
Toledo market map are available 
from the market research depart- 
ment of the Toledo Blade. Among 
other things, the map shows sales 
figures in seven different cate- 
gories for each of the 14 counties 
and related statistics on the cor- 

sumer surveys is now available) * 

‘TRULY PORTABLE’—Emerson Radio &| 
Phonograph Corp. will use this | 
life-size display to help promote 
the “world’s only truly portable 

Goodrich’s Marietta plant, 

Advertising Age, August 9, 1954 

tional Industrial Advertisers Assn. 
outline. For further information, 
contact S. F. Marino, promotion 
manager, Steel, ‘Fenton Bldg., 
Cleveland 13. 

Goodrich Names Ex-employes 

B. F. Goodrich Co., Akron, has 
named Singleton & Mack to repre- 
sent its plastic products depart- 
ment in the Central Midwest. The 

-/new company, which will handle 

coated fabric for office furniture, 
upholstery, folding doors and 
sheeting, was organized by two 
former Goodrich employes, Nor- 
man P. Singleton, formerly sales 
manager of calendared film at 
Clarke A. Macke, former manager 
of Goodrich flat belt sales, and 
more recently assistant to the pres- 
ident of Sun Rubber Co., Barber- 
ton, O. The new company has 
headquarters in tie First National 
Bank Bldg., Marietta. 

Agency Group Elects Buckley 

Trans-America Advertising 
Agency Network has elected Earle 
Buckley, head of Buckley Organi- 
zation, Philadelphia, president. Mr. 
Buckley succeeds M. Glen Miller, 
of M. Glen Miller Advertising, 

v.” Emerson will reportedly back | 
the set with the most extensive | 
promotion campaign in its history. | 

and the standard metropolitan area 
and the ABC retail trading zone. 

e A report on executives of the 
baking industry has been released 
by Business Week. Copies are 
available from any of the maga- 
zine’s advertising sales offices. 

e A compilation ef data for ready 
reference on total production and 
per capita consumption of canned 
and frozen fruit juices is now 

Address requests for a copy to 
Monroe E. Michels, promotion 
manager, Parents’ Magazine, 52 
Vanderbilt Ave., New York 17. 

e An examination of the metal- 

a new market and media data 
file folder by Steel. Types of in- 
dustries using metalwork, figures 
on the number of plants with com- 
parative figures going back to 1939, 
and number of employes compared 
with those in other manufacturing 

available from Parents’ Magazine. | 1— 

working industry has resulted in|4 

Chicago, who hes veen elected cen- 

'tral regional governor and chair- 


Publication Adds N. Y. Office 

Transportation Supply News, 
Chicago, has opened a New York 
office at 139 E. 57th St. Manning 
Brown, eastern manager for the 
past year, heads the new office. 


George McLaughlin, 
Advertising Manager 
of the GAZETTE 
gives you these facts: 

Retail Sales— 

$51,250,000 a new 


2— Food Sales— 
$16,947,000 a new 

3—World Shoe 

making center. 

Western Electric Co. Mfg. Center. 

Advertising Manager 
George McLaughlin 

A trading zone pepulation of 
110,488 reached by the 

Nationally Represented by 

industries are included 
study, which conforms to the Na- 

in the| 

| The Ward-Griffith G6. maintains offices 

in-all principal advertising centers 

much larger 


Rank in N. C. 
1 Per Family Income. . 
2 Per Capita Income. . 
3 Automotive Sales... 
4 Drug Sales ........ 
4 Furn.-Hse.-Rad...... 
4 Retail Sales ....... 
5 Population ....... 
(SM Surve 
Sell Raleigh . . 

the 33 County “Golden Belt of 
Morning-and-Sunday Newspaper 

p ‘4 

Rows and Observer 
ies omens North Saretina.. 

porate city, the ABC city zone, 

. The South's new “A" Schedule Market. . 


... and how it ranks with others 

in population. 

ve Oe Carolina 

Rank in Nation 
(teebeeey . -$6537 33 
weer re Ty .. .$1687 121 
‘einen $26,953,000 170 
betene $ 3,605,000 164 
sevena $ 7,434, 176 
rere $114,168,000 180 
ere oc 0e ed N000 185 

y, 5/10/54) ‘ 

the South” with the area’s ONLY 

118,799 Morning 
128,305 Suiiday 

(ABC Publisher's Statement aL hed 

sea Whe ie fey weet Peers ey ok Heeltaekl ce ee Le ce Erie ae OR ED Meer her Har Pee ah Rt pees An hae” Yew ae ies Gia ee < FEROS: Sh ieee ae Ok eae Ce ad Lae ms TN Oe tales RNA Ces Ak ee ee ook Beye ae ee eRe eae seh ae An es a 2 
rR BAPE eed ae Me Gn Neen Pal DS Sse emg Si ARS ety dg apse ery ge ea LAL ad aes NL dl See, Manes Pant sh tS gon ee eRmee ee aie, | vagwe eee ie omatirare Ws hing Ras Rano 0/4" troy’ > Sey RRRmE RRS FS. MRMRENO (NSC CR oa ERE Ae NNN Spree Mee GT Bie a Ae AP Bagh ges ater che on aR WS, Nn, PA A 
ys Pig ia ane mira va eae SoS oN ana Oe an. su ils, Sra Ge, Mg eae td PR de er See ce gh on ina ae em Sa CY beer tat Red at ah ears RS UD bee Md Bake IF) RR BA bier sie eee ea Be eck tie cn RY hab Nk Se ngaiaa ASP aS C0) Gi li aT at Das Gn ec a Reg ERAN GOO SLND in Seah REE ee <a ire ama ae a 
oe i BE het vie oi nena AEA eae Ps PRS OR SRE SR rar gh 2 ey i a es ea ae 
fs ae eae tall oo h cele 5 RY Sake Eg ETB OR ET Se I ae apres ORR rd GMO, ADS ed oR Rae at oe hea gee eats og en, eRe DVS arcs eee: in gh gat ene Sera, pause AA cl eteg ms Sr lae* cme ek”, Aiea ats goa emmy ee dc Ree a et A 5 a i OE 2 Ra SR a 
Pascoe OER lee ae Wee Sena nt SNR Milage Ae core) Ga eemne taka aber Seneer Gee SE Tn ee Sons ee Se hie Sa CO ee nae ea gee AB ED ae ee 
ado : tee Reh eee ee ark a SEES, Sree? Ehiid te = geen Noh Coase Ce Oh By eta ee on ar atv yi ira ee et ease: hole LT a ae eae a YN ea So eid «Pt Bee sit tek 
s ‘ a : * : ain Dh hase me +e % » - i Serta : “< ia Wire ts Vee G Tithe apt ali ee Be he Rate + SR ea ae eer caye & 
eg 9 ee nt Bae ; hoa PR Pg s ee eres eA gree Gee is mas es t Be oh ~ ¥ eg ¥ P diag seitesy Bs Bey ete “ ee oe Cs oe 1 it 1 ig ae rey: See oi SS on 
Bee ae: 
- en Se {| 
a | } aoe 
j na 
BP . | a a 
| | : 4g Sic a 
pee : ay 
Emerson ila 
Wi = 
A A | WORSE Omir reuiy > > + 4 
VAN | 
| V : | iif 
-- & ' . 
tos Com (abet wit yee ‘ > f t " 
| ween ee : | ima 
| oc eT meme  - i . 
| , Swe aes 3 . q Ms 
—— age ¥ 7 ea; 
—— a ~ Ray . - : 
——_—_————— | = = ee re 
| ee er | | i ¥i 
| =e te 4 pe v i f - 
| , s (\ | , ' 
tA ‘ 5 i 
pe \@ Ay il 
i ‘ | ; 
ses i it} | . 
es 1 | i 
° seeane i. 
ae : 
os MR | 
| _ i SS eeat ig 
i bisy ay \ i y 
nee b | $ iii ‘ 
| 4 | 4 
j "4 as ii ' 
z * i i A 
; 4 Va lm 
; | ia 
. =% eo 
Pa i + Seta 
oo Bio. aay 
see ee: Bete as 
EE; | eg ta 
= ee 
aa 4 7 » aa oe a i 
ae * F , eee 
- | i Bre te 
tetas | % ig aicee at 
we «Reina: 
Lee eo cae 
ees: bealses : 
ae aig . rales a 
¢ | | | eae he ae 
paae rr i Cae ed 
ate" Bee ieee) 
Searels ox 
: Inlet aii reer 
" | i a 4 
<r ( | ff 4 
2 oe eee 
tats i Bnd cl ee 
 : i 
or — ne gee 
y | ; sets 
pe eA i ok 
ee et 
‘ RE a areas 
igs “si ‘ | ‘ 7 ? 
fey, } ia bai 
ae | } ae 
| | ) Bas ete ¥ 
: _ ERRRRNIRERE Or ee nen ED in ae NU LCS | | eee it ee 
he aS a eS 
Shee — oo 
Shc | 7, See 
ites? ‘ ig oe ae 
Eee q =e i ale 
; | 1 Yee. 
| | f Wigs 
ea ‘ eae 
tee 2 RR ee 
as foie ae eae 
lero 4 ee ci) Oe 
dis — UU 
A f ia 
e | ee 
"| oe aod 
: Wee 
ee ot he ee 
eee } Re ee a 
— ‘care 
Bee Si cco ag 
a + a 2 a es 
re B % 
~ | PT mts ies 
a ee ae sie ii Gil ‘ gz: : oe Poe iy be at wy 
ee ae oe eg ‘ : ee - Pao os als: 
shoe ne Pi eae i aes ne it nee ae 
; oa .| & >= \> eee | eee 
hah = “ = 2 a4 Sy ee ; 
a >< &- ie | t eee 
ee iat. 2 ~ ae fe Ss ae i oe 
Er. pees fea Biya > ata H Cae 
ee : A Fe Petes Sy. Fj | | a 
rsa ee wade ere a! a Se, ye: | PCs ii . 
poe = ea : Be ae | ! nia 
ae gt * i ] — F 
oa 7 . | i m= 
(od ce cane i ; 
oe nee a _ 
a Bast haa j 5) it me 
oe ee. if ¥ —_ 
ze it “Beni: Y es 
ae ae a oe . ating a rite. 9a 
Cae . aes EN ‘ | 1 ; 
’ pee i Pee Sts = 
‘las Seated pace ‘ a tee 
a oe 7 ae pe ee | fr h 
ert le aie jus ker eee | i ee 
el aloe ae igh Be et ee ie ag 
eee 2 Oo Wee Sone ny ee inh 
en. corn ak og ee mete ee 
Bg jabs as ee oan oe : x 
si a Be a ie - . 5 tee a - > ef fee fey, 
z : ‘ es Me ot <a ae + ve os 28 eee 
acta ean a ome re “Fy os ae ae Sins igi ee 
i) ae 4 ‘ peat 4 ; é ‘a 2 m 2 r ‘* ram Be 
ie Loy . a Ais a Sea 
oe " es oe ’ wet hoor thei) SE ae +} ieee 
eet iar ® ; ‘ ee ‘ Ke st he. ee <a Sia pee a. : Se 
ae Ree aia A Peg Be 2 $ 2 2 ei el ss at). ee - iM “i f an bent : a 
Pa De ere... ieee. <<: nen RT. Bae Bus! si Sat fe tt Mi ee ae 
ae ENS ceca! ‘ ce 1 | SE he eee ee APD a paeee aw Bee BEEP Sane) 
ae te ‘ PA ae Rites Reni eae yt Pe aes eR is 5 Te ae ee Mit claeog 
Ft a oh ee eee ead ‘ v RM,” , WANE Soiree thea x Siok Oe . «BP aa eit; * oa eee fi es 7 ees 
Pepe ee i at Onl T , bi (ys! tata aaa Bee es ny tree j Sepia: t 20 DW : . ee ae 
Cy eal ese er ea 5 Pe AN Ty. ets ee paren ee zis * 3 Z comet ake Aa ae 
i: Only big Texas’ biggest newspaper es ge ey oi seen a ee. 
She a ieeeeree da , ; aaa ea ae Tea euirey Rites pine eg eae ee Ho dae ede ea 
ae, : Se. er i ie sgn els ake = niet tae = Meena or Bo Ht SARE A a 3 Tae Ret ite 
ge = P ge ae ea a aaa ae Prod Mere tee, Pee Pet Cig a noe ct een 02 sol Sag Serta ay Se a | Soe: ine 
ea ches ’ cae ee has suffici n irc | ion ee ec oe BS Magen Er Dy Ce See ef rane rs A Peers 8 eee ts Grane 
fe ae irri el fe e t e ulat “e are a ae Merce tes OE ze MN sar i en eeeee eS a ER OE WE eg Sa et ie 
eek x eae Bach eff ’ 7 eens os od bag e , ee Ph pie ead fe i Sere 
_ ets Oy Fea beh crn aoa re os / * oe ‘ 
en A acocivstas ectively cover Texas’ largest = , ¥ eee, 
pas PES ee ee ts 
a. _ market—the 72-cou ] Bi: oa Sir 
1 Soe ur oe ae A peo 
ve et ay pes ae Fe ene 
a or. the 72-county Dallasarea  —s_| ee 
nS ice that looks to Dallas, buys in Dall isits | ae 
: Be eh : ’ n as, visit Pein — 
ee an ‘ es yy, is 
Be ee ne 4 ee Sita 
fei aaa c ° Ecce atess eae 
_ with Dallasevery morning through ~~ besa 
| The Dallas Morning News ~~ é 
re lee ews ne z ars Mg 
: : eats +a S Fan ere oe eee: y ae zi i 
4 AS 
(ate ne mee Sp 
ee ee a Part * 
poceacek one %, 
hei XT Satis Texas EN A a YP Sale 
panesnvoeniteli eae Rone 
f eae r) : es ; =vater : is. 
as ' , ee wv pee Sa) : 
oo ee — , Sas 
‘ (oy HELE. 
ig oe ges 
ere 7 a a 
ee ; | 
xalg ; sty ; 
a : 
Bhus : 
: | ee ae 
| 4 ' . ve ie Taras 
“a Ws ce wee xy - . —— REPRESENT ESET TRE BRANHAM. COMPANT + sgpamallpand ty = BET ADIT ~"ATLANTA'> CHARLOTTE - 09 cs ‘i 
; ah 4 dune ar A Ys T Pe ire \ a ; “ pee : 
eg eS + es ee 
erica aa pope arte = 
ap : > a ¥ 2 2 ee : oe 
: PER te ia Sie * = Pee are ee oe eee : Pee g ka , ‘ ' : ay tes ie : ‘ re = i PORE igs ‘ 3 
ig sk icine See fl Fale Po i - art, i ee ©) s Batre eae Nei eee © . rae gt OL ae Pe ee LG RD Gece Riga Si Dea ss ae ane ie eet ae nee MS eee Soe Se Fs aa aie Ath ries eM RPh me Lo A ee OR a ere eth ae Bey hey jae de Packs ak Ap Po 

Advertising Age, August 9, 1954 

Cerwin Louie 

MARTINI COGNOSCENTI—Guests at Harpoon Louie’s Martini Tasting 

for his San Francisco advertising and public relations customers, 

are Herbert Cerwin, public relations counselor; Harpoon Louie; 

Dick Friendlich, San Francisco Chronicle columnist; E. L. Volkwein, 

advertising manager, Golden State Milk Co. Parchment was pre- 

sented on the occasion of the 47th anniversary of the founding of 
Harpoon’s elegant establishment. 

Friendlich Volkwein 

Milwaukee Strike Showed Power of Brand 
Preferences, U. S. Brewers Foundation Says 

NEw York, Aug. 3—Beer pro-| 
duction reached a new high last 
year, but the 76-day Milwaukee 
brewery strike prevented the in- 
dustry from setting a sales record. 

Total production was 92,134,800 
bbls. Sales were 86,027,931 bbls., 
short of the record 87,172,000 bbls. 
sold in 1947 but a 1,200,000 gain 
over 1952 sales. 

Per-capita consumption fell 
slightly last year—to 16.7 gal.— 
from 1952’s 16.8 gal. 

Says the United States Brewers 
Foundation, whose “1954 Brewers 
Almanac” contains the sales and 
production figures, ““A handicap to 
any new sales record in ’53 was the 

. Strike in Milwaukee in May and 
June. Apparently the gap in sales 
of the struck breweries [Blatz, 
Miller, Pabst, Schlitz and two local 
brands] was not filled entirely by 
other brands. 

a “Experience of some breweries 
has shown that where brand pref- 
erence is strong, substitution of 
other beers in an emergency does 
not always fill the normal demand, 
with the consequence that the in- 
dustry in general, as well as the 
struck brewery, loses,” the founda- 
tion says. 

More than $100,000,000 was spent 
on advertising last year by the na- 
-tion’s brewers, the almanac says. 
No other details on ad spending 
were published, but a foundation 
spokesman told AA that for all 
practical purposes, $1.47 per barrel 
could be taken as the average ad- 
vertising expenditure. This figure 
was published in the 1953 edition 
of the almanac. 

This average multiplied by 1953 
sales sets the total ad figure at 
nearly $126,500,000. 

ws Other highlights of what the 
brewing industry did last year in- 

Decentralization of brewery fa- 
cilities was tried by some brewers 
as the way to increase markets in 
times of rising freight rates. 

Packaged beer and ale con- 
tinued to gain over draft bever- 


39% of the 
English-speaking Families 

Ask for Information 


The Ward-Griffith Co. maintains offices 

ages. More than 76% of all malt 
beverages were sold in cans or 
bottles, a complete reversal of the 
pre-1935 trend, when 75% of all 
sales were draft. | 
Of packaged beer sold, 65% was | 
in returnable bottles, 5.5% in no-| 
deposit bottles and 29.1% in cans. | 
Cans also set a record with sales 
of 6,341,731,000. 

Wisconsin held its title as leader 
in per-capita consumption with 
26.9 gal. Nevada, which has a small 
population and many tourists, was 
second with 24.7 gal. Runners-up 
were Michigan (24.4); New Jersey, 
Pennsylvania and Rhode Island 
(22.8 each); Maryland (22.7), and | 
New York (22.1). 

Publishers’ Rep Reorganizes 
After Chamberlin Leaves 
Fitzpatrick & Chamberlin, pub-| 
lishers’ representative, has an-| 
nounced several changes following | 
the resignation of Joseph C.| 
Chamberlin, former partner and | 
manager of the San Francisco ei 
fice, who has joined the Los) 
Angeles office of Young & Rubi-, 
cam. Headquarters of the company | 
have been moved from San Fran- | 
cisco to larger quarters at 3460 
Wilshire Blvd., Los Angeles. 

King Fitzpatrick remains with 
the company, and Vic Baumgart- 
ner, currently in charge of the Los 
Angeles office, succeeds Mr 
Chamberlin as managing partner. 
Joseph Burns, with the company 
for four and a half years, has been 
named manager of the San Fran- 
cisco office, and Lyman McBride 
formerly with the New York sales 
office of the Chicago Tribune, has 
joined the San Francisco staff. 

‘Land Improvement’ to Bow 
Land Improvement, new monthly 
to be published by AG Press, Man- 
hattan, Kan., is scheduled to make 
its initial appearance in October. 
Page size will be a standard 7x10”, 
for which the one-time b&w rate, 
is $250. The publication will begin | 
with a partially controlled circula- | 
tion of 8,000 (contractors, conser-_ 
vationists and agricultural faculty | 
members and libraries), which | 
later will be converted to paid cir-| 
culation. | 

GE Elects Fred Borch V. P. | 

Fred J. Borch has been elected | 
v.p. of marketing of General Elec- | 
tric Co., Schenectady. Promoted 
last month from the company’s 
lamp division to manager of the | 
marketing services division, Mr. | 
Borch succeeds John L. Busey, 

in all principal advertising centers 


who now is on special assignments | 
for GE president Ralph J. Cordi-| 

PRESIDENT neil b. Rush. 

“More than any publication, Automotive 
News has been my guide in decision- 
making. After thoroughly reading my 
copy each week. it is routed to the parts 
and service managers. This is just good 
business because a sound appraisal of 
current automotive trends is necessary 
to the successful administration of the 


Ray Leeper. “The service department of 
any dealership is always a busy place, 
but I take time to read Automotive News. 
It keeps me posted on new ideas and 


Reed Arnold. “Without Automotive News 
I couldn't keep pace with the fast-moving, 
constantly changing automobile industry.” 

Meet the three most important men in just one dealership 
of the 29,282 reached by Automotive News—Rush Motor 
Sales, Inc., of Columbus, Ohio. 

How to reach them? Only one sure way. Use the publication 
they reach for to get the news they need to make buying 
moves—Automotive News. From “The Newspaper of the 
Industry” they get authoritative news and comments that 
makes it worth $8.00 a year to them—the highest subscription 
rate in the automotive industry. 

Automotive News gets the same kind of thorough 

pelle readership from the Decision Men in the automotive 
naaiies T00? factories: top administrative executives as well as en- 

gineering and production men. 


@ ABC audited -irculation: 
@ Readers per «sve: 
er 150,000 



idee Veiti-cihlienGl Vncnen: Advertising Manager, ‘51 E. 42nd $t., Murray Hill 7-6871 
_ Chicago—J. Goldstein, Western Manager, 360 N. Michigan Ave., State 2-6273 
los Angeles—R. H. Deibler, 2506 West Eighth Street, Dunkirk 3-0303 c 


Cs Big Cy ee SE hil oe BF wl Ge 
oe Ot Se a a ye Uy beats ak ec a agen Pt ep Se =i 
Bs Fe ae tres ae a ‘ a Ee, AES RN: ye Re WEE es Ss SES Soest viabtcs aE Ee neta: Phy ee ee Re gees ee, Oe Sy ane ® The 
ARS Ho SUT RE POR, Kamel hae panes ener agai Spat i ig Sta analy as OCR ee des bao ae ait Pee er eels ck poate haat tot iit a ea ae pe, ERO 7 Sl a eee FER ONG EM Ow Ma: a Ry eee ee 429» OE Wins | 
oy eo Se rs Weg Ree Feta ac agate, eae Wee ce A} on Pe Feast tes Tok pte Seca wae eG Rage kg) NE eke Roe a4 pei ts eee ig ita ate Mees pene Ta 7 ee UCR tas GA Seog ene ne hal gee hs ae, Br ae ae Ce Lc 7" Pt 
es DOME GT Papa. ton em op eee ee pie gt aaa 7° ee ide Oe Le te nena Me Mosher Pekwith Has Shea Ne Pa Og gone es SORE Pag aah Aaa pi Bi 2 ate Ptah aa Valea) ti Gis © oo kde aa POET ge Ae Th ee POS eg a ee ee Porat a Sas aE TS 4 Re hak ein io g = 
Spee eowreayuet et FAN | ee ep MG rs F Me hs ea ie ARS Si Sane Creo te es Ta: Seo rate ot Cae Gace ee os We ebay a rs oe ne ig Bigerscrcard Ree WAP ws Soe CM ats Fe A eR Bee ey eee SOUT L Gigi ke Se Uae Sets ake te yey a Gan eee 
Lil Te ste leis ame ise eT ie mee pap ee aay sa SN a TS age a RED he MRM of Sp gees wae Cue hat Pee Ce at eee Se ek Lage peace ay 1 a pea hag ehe tio’. Se hace atteierenah se Ba), ae i a FT ie eS are MAC gt tAlgae ees Rohe nates ae ate Rest 
Ree ae ah rea eo See: : aaa ee d oe ae Seregre acre acn ee SDR amesia nds | 3-87 See ae mee aa =. hee gee ene oe ge Selig i ae gsr So Uc iat ae Rag WARS RPV: OPES okt iS eee Praises Wane Beene Fo, LF tea ea 
i ee ae oe ia A See ena, ee veges Gaus MT he er Cte Se Mies Vanes. ok agi ee pa 
es See es < ie ve eG peek) Ter maui my ae ; ea Merrie daar e 1S See eee : Babe SY SE poi cae ar ARON Stas ae ie TR joe ia eam My rE ABE, UGK tg re a RAs © i C7; aoe ee a acre As gOS EAS ek ae 
pe ae ene eee ks ; ne e + GNSS IR BNE — es Cree eee Phe as Tee patos Bar foes a! eg ie ae Sa te iris Pe Pa AS Uk oe DS Bet 
Bee ' po eet t 1, eg Ren een ae ed My Ser ele Oe ea ae is : pare ee 
Ee 3 Veh eee ae eet 2 os cc Ca ae RLS | oa ee ee 
: # ' , pe eee 
‘ 7 " t an) 
af J 
a . ae . 59 
_ RE. FOR YOu a 
a. 4 s ‘ . a} = 
i ‘ ‘ \ oo a st RS gar es ST mpm a H w Wass 
My Se TS $s eee : ro Awe ae §- a oe: ied = 
ee i aoe — o_O 
ee \ fe oS teen ae gee ma: , & ape} v 
es ! Sociegg RRA So aii ee ~ ia ek. el ‘ : = i oo Re er ae : 
% ae E> seta eee a ' oa F echt a Bc 4 3 ay | Sores NS SS. ia aa 8 
aed ‘ : eos |lC a es a , ie . = *, te Re ee, : ate fy 
im ; i # ens ‘ oe ey a } ES Ese . Se SES 
* - a a . BS : bn \. : af a Siok _* = eae 
: aes. : og al , : a : a ae 4 . j eae < eS “f a ae 
BS i ale ; ee — FS ® : ES | ~ ee pe See & 3 
Boe” 3 : i : * — : es fae oe oi : 
|. cw : a a Pie. . ig ee | ee ak Sa : ee Se : a 
ce { ag . ode . ak eer YY Lb & . ¥ i ' = ‘ r eter) 
-4 78 ‘ Re, . ‘ ‘ ee, Sol Hl 7 ‘ " ’ ; ie ree o- 2 
i : ase sees : : eS ii. $ Ks . 3 pei a 
= | Pane 23 a 4 N cay aa oe es g Sah < Le ant sa = abe a 
: : ae ee 5} Fs \ NS Ww ees, on : ie i a ep ee . Pe 
- VA xs F b % Ba a. 8 eae be: a a taper 
‘ \ rs Bk ’ 4 £¢ me ; . St ne ae fg Eee” a ed oa 
4 ox Oe ~~ & a te -& Sere a eS SMG BES eee ret 
S Peet. Se ';, « iw gp Tae ge Bs Fa oF 2 eae fee ea : 
: oe ay te '. § > Se dae.” j . 2 2a ON ar a eae 
a | r ot 4 ae aes Sat s ‘ Lo 1s | a i “ee ‘ v. ° eg ; an 
} 2 . Oe 2+ eee 33 a o | *s Ne The: : aa 
: pon ee: Vetsenisess Tykes ced | : ee : & : 
i beeen “ s: ty = 5 he a Sete x 7 77s, M4 2 a ie az wy 2 ‘ a _ 3 
§ : ‘ P<. ne Fe a i ae 3 : 3 St . a 4 2 
: ( : oo ee te te aes a re 7 s ref he wersary, lis : f %; 
; «=e eee eS Srnec, iE “ : ms 
= Sli hes te ee + as : . ,) ae ‘ wer 
J os ety og, ES = Ae ‘ * $ a * * oat Fi) 
| tS: = i Ja hn \ \ a 
| . aaa & % eae : Se "3 \' ; 
; Sa " bm . as = MAB OE as HH, * — © 3 2 ’ “eS 
i a i — c: : Sm . A n Sa aitey s > ~~ 3 
i a Re & > & ‘ ate Sonal ; a i} ES me sa \ 
, We Ps. ia i ‘ Pace. ; ’ ‘ — WS Sas wd 
7 sone pes cere mee , 2 Ss oe SS . : Y 
eS Re eo ae ct seas : f ee a ‘ re aoe ts 
| eee : f Se 5% “Z ¥ SRR { 
eS orga , pai. se ue Ss 
re, 2 ae... ‘ ; Br ccs 
j aD kok \ —— ae . eee, 
| oe " { ll at * " 
Ar os) Se as ame oe 
ae Seer ee 
Be a | . * Mae ? 
icergyests Ss ae 
ia = eee e 
oe eee 
al q : 
, ea 
a th | De ae ae Rak ee rae eae LO ee ee EE ONT 
eae | 
ao | } 
eek | | 
ss . | nee 
— : | | am 
} ie { ee 
4 ie oe { ae 
a — 
hd eee - 
ee cea : 
aie ‘ | « a 
ere Leo aera ee ateees el : eae 
poe H ; Bias cae : Bye oh lg eit Wee ee Rea aan 
| pci ) ' | i See 2 a 75 ee LONE Seog ig tS i ees a 
Ae po ee es ’ : } in a . iS i ; : 
ne. Sas Wali anissnggl 
| ake i thik a es " Se ey ne ee ee cin sie i aie 
} ee : AGL re he ee A la a a i i tes abe oF 
es i ee sei aabeatlat pees Si aia: AR aa ee 
ss i Laue weoe?t : Boh =a oe eS pe 
pileg ’ : Re cage 5 matte Oi 
Ae at pee ~ oer 2 % it pe age Ey 
tose ~ BE ieee a ae 
Pet 1 x? Dee gs a fea apis 
i jh ea : a ‘ i ee fo 3, Me = 
| Pes in Be seoseananaiaall F Ke ieee if ae | ANS 
ear Bea . . : ra - ae ea! ae eee 
1 j a ae ait , —: a a 2 OO a IETS eae : ; ere ae 
Eee he ec oe ee we ve. 
Eber Sy aan ie a a ae 
oo ry Ses a SS Se ee ay. es 
ee, s itn a Seances ‘ i” sty oan ee ee Silage 
ak ees ite : se assainatee a9 Shae ekg ae ee Pe 
| as Fane Apap ogee. cy ioe Urata. a 
re tee eek aoe ’ i a acre ieee Hine oY Beta: Fe eae ee eae ray 
are | yr s ee Bee eee Penis oe svi has 
Py i eae 4 7 Se % ea Baia iia = ease eo rata ane, Ravens - " : % F 
Res " ieee “ fete cn EAR eg Seems fer eet rae 
4 PN 3, am.) y r SR, > Ao eee a het pee 5 aes Cane, 
eee Say ist i ot al cok Sey | eRe ies 
i 3 = | 4 a me } abicpe pe a Se eee is ee 
: Sst : -_ ei anes : eerie a, «ts Naame Pe =| 
‘ ey , . “S * om Ea “ee. Aw id 
ie Sie . EOCGION MEN <> ~ 
t Rea ans | See 1 eae wie 22 | T HE 2 en 
} ae ence mee vs Oe tee come ae 
it eee The, ahs a* Bee i ae = fe ee vind 
i it sie eee 3 Rena oie: Sas 
ij poy EN ae pe 
| ee _ ee AR D aan ako 
i eee oe ae : 
iG " - “ . oleda. a 
i me 2 ee 2 pee Ae A lane ee a ete ; 
| : ‘ i 7 a. Scie aa ee 
: : a = ai Samer. 2 ee) sa 
ha a : are 25 apa ee 
HS . rent | i "Sheet ei : heal sere: ssl Bias FS 2 a pans < 
. ee ved +, haeeeaplton : eo ais acdc bate 
«a fa. eek 
ee <0 RS RE Ns ae, 
ie, j “3 ets LETS Gee ee pies 
ee ee oe Mee er es eee ae 
os whee sk a: 
if ited rae bat 
| eek wager 8S BY. 
eae \ mee gus sooner Mears sot 
shy . er bar i 
ies saab J Studebaker. Pack hers ue 
ea Beate i selective prnaliré of "= oe 
“poles ake rs rer Sor ' . he's 
ice suet Yt ; ‘ as 
ee q Tho Jota ot Mi oe 
a ae “ot ga 
F ae L PEE ne Ae : 2 
cee ‘ i, ee aoe i 
ee 47 en ae 
; ee 3 ‘ ae ‘ - ; Bs 
ee ‘ie 4. pee aia Oe 
Gs SO. yeaa ae 
Bytes peo wnat mae : a 
ears | : 7" aoe co 
i Seen tar | one 
aia | en} aat oe 
oe oe at Kore 
oe See ' Oe 
ae eee nate 
ae we: 
en = 
ee org e's 
eee ie 
i “mea as 
eae. 3 — 
Sere ose 
Nae < ae 
5 : nee eeaiamcneneeniomas 
3 may 
: Po 
pain Member d lu Gi 
is 3 — i,t = = 
uae ae. Member 
wae ee ae 
me orc, + a: 
7 Ae: vo 
“ae , . i 
j ae 2 eae . m é ; “Ae 
Lee he 
a . FOS LE EE a a ET 2 NT AE EE SOE * 
ty . sueseereneeeeernesmnrense | | | 
Heelan ' 4 , : _Bigg., Woodwerd 3-0O495 — ea 
PE PS ; = e oy a 
: ‘aie : 
ja ORS say ef 7 : ; Je 
cots : f e © = E * * . 5 ee a “7 * or f J 
ros va oe pe” eee ce Ue Lows VR YEA to PaO leaks diel’ On eats A ieee hil Baht Se dg, Be fe ee ey : Ms eat 7 st Ta 2 F i? = ae he or! : 5 a re ae Sg oe hinge . ; ‘ pce x. a 
- » = ft > 1 e Pee SD z ‘4 id A ee ? 4 y z $ ' Ny Tg 4 + NEY c ht * of . % 7 é - te ees | 
a >. eK ) ata ‘ “ 4 Be i, tots hein” * a Es one age aS eg ne ae 5 cs 
. ee: Rie thie Sek SOR Sanaa Cee Me eat ae Bee ie he lah ee 
oe : eae ae ee Fg 2B SETI Sap Mesos 



LOW DOWN ON THE LO-BALL—Perry Schofield, v.p. and copy group head 
at Lennen & Newell; Dan Daley, L&N v.p., and Walter Houghton, 
advertising manager for Calvert Reserve and Lord Calvert whiskies, 

discuss new plans for extended 

advertising of Caivert’s Lo-Ball 


Lo-Ball Orders Snowball as Calvert Glass 
Promotion Accumulates Whisky Customers 

New York, Aug. 3—The Calvert| in their areas who have sent for 

Distillers Corp. Lo-Ball campaign | Lo-Ball 
is really highballing after less than) state liquor regulations, 

four months, with orders for Lo-| 

Ball glasses nearing the 2,000,000 

Calvert started an advertising 
program last April offering con- 
sumers, via ad coupons, a set of 
four old fashioned glasses—which 
it called Lo-Ball glasses—with 
hand-carved monogram and a reci- 
pe book for $1 (AA, April 5). 

Initial advertising expenditure 
called for about $750,000. The orig- 
inal order for glasses was 120,000. 
In addition, 8,000 dozen Lo-Ball 
glasses, without monograms but 
with Lo-Ball imprinted on them 
were ordered for distribution to 

® Here are the results to Aug. 1: 
Consumers have ordered 410,000 
monogramed glasses; taverns have 
ordered 1,509,000 glasses, or 125,- 
750 dozen; the advertising and pro- 
motion budget has been increased 
to $1,640,000; of this, $1,240,000 is 
for space, and $400,000 for sales 

Walter C. Houghton, advertising 
manager, told AA that the break- 
down on advertising is about $600,- 
000 in newspapers, $300,000 in 
magazines, and $340,000 for trans- 
portation and outdoor advertising. 

Moreover, Mr. Houghton said, 
the Lo-Ball campaign will be con- 
tinued for the next several months, 
and probably will continue to be 
an important part of the company’s 
advertising and merchandising 
program for some time to come 

Media include 1,053 24-sheet 
posters in 110 cities, 24,700 car 
cards in 61 cities, ads in 400 news- 
papers, and spreads in Collier’s, 
Life and Look. Lennen & Newell 
is the agency. 

® The company has received 102,- 
500 coupons. Each is followed up 
with an immediate acknowledg- 
ment advising that the glasses will 
arrive in a week to ten days. 

Two weeks later, a personal note 
on the letterhead of Calvert’s pres- 
ident, W. W. Wachtel, expresses 
the hope that the customer will 
enjoy using his Lo-Ball glasses. 
Informally, the letter explains that 
Calvert is interested in the trend 
toward on-the-rocks drinks be- 
cause in a short drink “you really 
‘taste’ the whisky and thus are 
able to recognize Calvert’s better 
taste.” In a postscript Mr. Wach- 
tel invites the recipient to ask 
questions about Calvert or about 
whisky in general. 

Also as part of this program, 
Calvert state and division mana- 
gers are being given lists of people 

glasses. Depending on 
salesmen either write or phone 
each glass buyer, thanking him 
for his interest. Where legal, Cal- 
vert salesmen furnish package 
stores with lists of local residents 
who have ordered Lo-Ball glasses, 
on the assumption that they are 
prime prospects for more Calvert 
sales. The dealers follow up with 
their own phone calls and direct 
mail solicitations. 

@ While hardly an original tech- 
nique, the letter-writing and per- 
sonal followup is something of a 

,|new departure in the highly regu- 

lated liquor industry, where con- 
sumer contact is generally left to 
the retailer. 

Furthermore, the program offers 

Calvert salesmen an opportunity 
to convince retailers in their areas 
of the practical local impact of 
Calvert advertising, since the lists 
of neighborhood residents obvious- 
ly consist of persons who have read 
Calvert ads. 
Promotion material for stores 
and taverns has also been exten- 
sive. It has included stickers, stir- 
rers, bottle hangers, table tents, 
banners, valances, counter displays 
and similar materials. 

Several bars have featured the 
Lo-Ball, and some have adver- 
tised it in their own copy, notably 
the Hotel Astor, the Glass Hat and 
Carlton House, in New York. 

® Lo-Ball, like highball, is here 

_|to stay, Mr. Houghton believes, and 

is likely to become part of the 

At the forthcoming national 
American Legion convention this 
month in Washington, 50 of the 
leading package stores (of a total 
of 388) will feature Lo-Ball win- 
dows. This, according to Calvert, 
probably is an alltime high in con- 
centration of point of sale material 
keyed to a particular occasion. 

Monogram Glass Co., Evanston, 
Ill., supplies Calvert with its Lo- 
Ball glasses. 

KAKE-TV Names Umansky 
Martin Umansky has _ been 
named general manager of KAKE- 
TV, Wichita v.h.f. station sched- 
uled to begin telecasting this fall. 
Mr. Umansky joined KAKE as 
sales manager when the station 
went on the air seven years ago. 

Issues House Organ Directory 

Gebbie Press, 19 E. 48th St., 
New York 17, has issued its 1954- 
55 House Magazine Directory, giv- 
ing detailed information about 3,- 

000 leading house publications. 

Departmeni Store Sales... 

WASHINGTON, Aug. 5—For the} 
third straight week department 
store sales in t} » U. S. were ahead 
of the correspo ding week of last 
year, according 0 the Federal Re- 
serve Board. 

Sales for the week ended July 
31 were 1% aiead of the corre- 
sponding week of 1953. Another 
1% increase was recorded during 
the week ended July 24, while a 
5% gain in sales was recorded 
during the July 17 week. 

Sales from Jan. 1 to July 31, 
however, were still running 3% 
behind last yeur’s figures for the 

Department Store 
Sales Barometer 
Change from 1953 


July 31, 1954 July 31, 1954 

corresponding period. But indica- 
tions are that losses recorded dur- 
ing the early months of this year 
will be wiped out if the present 
trend continues. 

Sales of appliances, radio sets 
and tv sets were ahead of the cor- 
responding period of last year, and 

furniture sales are on a par with 
1953 figures. Although apparel 
sales had lagged behind 1953 until 
a few weeks ago they are now 
picking up briskly. 
% Change from '53) 
Week Ended 
Federal Reserve July July 
District, Area, and City 4 24) 
UNITED STATES ...0...000.0000.. ss & tt 
Boston District...........cc00 et wil 
Metropolitan Areas 
BNI aecirehritataseckernissseseciaces + 8 + 
Downtown Boston ............ + 8 
Suburban Boston ............ 4-10 
Cambridge ... + 6 
Lowell-Lawrence ................ +9 — 3 | 
Springfield w+ 7 — 8 
I savcbicsevicssscsBcassienesonss + § + 1 
New York District ................ +4 +4 
Metropolitan Areas } 
PIE is lensddbidsageescssssensrccniesce — 8 — 3) 
New York-N. E. New | 
PORTE. siciaricicons. or + 6| 
Newark .... —1 + 6 
New York .... + 5 +7 
Rochester + 6 + 1] 
Syracuse ......... tin one — 8) 
Philadelphia District keene —4 —3 
Philadelphia r— 5 — 4) 
Cleveland District ................ r+5 — 2) 
Metropolitan Areas | 
Akron +72 — 9) 
EROTTIATE © sisestcsescccceccosssccsense —1 —3 
eT a re Ir | — 8 
SRUINNNIEEE phvibitdineesccsciscsconsosese —20 +-30 
SERIES —7 —10 
Erie — 3 — 7 
Pittsburgh ......... ee | 
Richmond District “. 
Metropolitan Areas | 
TO IEE dabritbsescsvecicczcssires r+ 5 ig} 
Downtown wehicghen r 0 + 4] 
MI | Ghiddidabiesserscaseentecinace 0 — 1) 
RMN | baddlpliecenecccinssécesiore + 6 a B1 
Atlanta District ...... +5 de 4 
Metropolitan Areas 
BORRTIITIIATAD © cases... sceccecccoeses —10 —1 
TacKsSONville occ ccecceseeeees +9 +11 
eee — 5 + 6 
MEE depstebinraitsres.scesssccsncoses + 4 + 8 
pO ae ne —9 os 
pe +17 —15 
Nashville +14 — 8 
Tampa ...... kovtucncaiiege> ee +22 
Chicago District. scsbivianniesiGiaeh 0 —4 
Metropolitan Areas 
EE er a —1 
Indianapolis  ..e.cccccccccseees —4 — 6 
ee —9 
PE ahitliesicicceriericrnneres, 4 & 0} 
St. Louis District ...00.00000... 4+ 4 +2 
Metropolitan Areas 
RAROGED OU sresadeiescressccscsniesines +7 + 7 
TIONED sescsctsisccssinssonasssiien 3 + 2) 
SR. IE csi ccrtencisinsiectcctnelite + 4 + 2) 
TONES cities YS + 3) 
Minneapolis District. ............ + 6 + 

Metropolitan Areas 

Sales Gain for Third Straight Week 

Advertising Age, August 9, 1954 

Sutton Names Warmington 
Sutton Publishing Co., White 

Plains, N. Y., has appointed Jack 
Warmington Cleveland and Detroit 

representative for Contractors’ 
Minneapolis-St. Paul ...... **|Electrical Equipment, Electrical 
Minneapolis City ............ re + 3| Equipment and Electronic Equip- 
BE. FE TG cxcesticsinnaciscess $e oe 

Duluth-Superior _.......... 
Kansas City District 
Metropolitan Areas 

Pr IIL ihsntetasdsduactonsaioneds 
Oklahoma City 
Kansas City 
TOG TUITE es scicccscssccssvasescss 
Metropolitan Areas 
Fort Worth . 
Houston ......... 
San Antonio 
San Francisco District 
Metropolitan Areas 
BU FEI ssicicianscisisciidiinic 
Downtown Los Angeles .. 
Westside Los Angeles .. 
WE. TID: sakiccssdnsarsaricicensveses 
San Francisco-Oakland .. 
San Francisco City 
Oakland City 
San Jose 
PIE Ji ccshtexssescisesiavinictarades 
Salt Lake City 
**—Data not available. 

+++ 1+ 

wu OOo 


ti++1+1+ + 
PS ese eee 


+++1 | 

ment. Mr. Warmington formerly 
was with Watson Publications, 

Waldie & Briggs Boosts Two 

Alexander E. Reitz, production 
manager of Waldie & Briggs, Chi- 
cago, has also been named media 
director of the agency. Herschell 
Goodman, formerly assistant chief 
copywriter, has been appointed 
copy chief. 

WPIX Boosts Culverhouse 

Keith Culverhouse, formerly di- 
rector of sales presentations, has 
been named director of advertis- 
ing and promotion of WPIX, New 
York. He has been with the in- 
dependent tv station since May. 

‘Herald’ Raising Rates 

The Christian Herald, New 
York, will increase its circulation 

‘base and its advertising rates with 
the January, 1955, issue. The cur- 
rent guarantee of 375,000 will be 

raised to 400,000, and b&w pages 

‘will go from $1,282 to $1,410. 

ARB Multi-City TV Ratings 
Week of July 6-12, 1954 

American Research Bureau 


Rank Program 


2 Toast of the Town (Lincoln-Mer- 
URN SEED: ssrsktecscrccstncreststenccoas 33,310 
3 Best of Groucho (DeSoto-Plymouth, 
DD +. saidasesencescaivaterrectassctsacatnes 26,320 
4 Godfrey & His Friends (Several 
SONIG,. GEG) ssisccsscersicssseas 26,230 
5 Public Defender (Philip Morris, 
DANE |... dsridensvackiclianicxiaadinatecias 24,120 
6 I've Got a Secret (R. J. Reynolds, 
NN och shad ss jtacsasseas gaccesee phcgaiaaees 23,680 
7 This Is Your Life (Hazel Bishop, 
MIN dycsssiedistagradaiaestanscnececltvses 22,630 
S Ford Thedier (OBC) oiscsasciccceccs.s 22,390 
9 What's My Line (Jules Montenier, 
Remington Rand, CBS) .......... 21,380 
10 | Married Joan (General Elec- 
COUR; FED snrisnceniocsiinasnnawn 20,480 

_ Rank 
1 Dragnet (Liggett & Myers, NBC) 37,180 | 


Program Rating 

1 Dragnet (Liggett & Myers, CBS) ....46.0 
2 Toast of the Town (Lincoln- 
BEG, GED sssssesicicisnsssividscinsys 38.8 
| 3. Best of Groucho (DeSoto-Plymouth, 
ee 10000:0 
4 This Is Your Life (Hazel Bishop, 
FE) xasevisssssvsseassnratiounintiemuiazia 34.1 
5 Godfrey & His Friends (Several 
SOORSECE, COB): ccsismrsiciccrrsensvons 33.9 
6 I’ve Got a Secret (R. J. Reynolds, 
eRe 32.4 
7 Public Defender (Philip Morris, 
OU) sasciccsscesscassictonsssvientncaiseananeian 31.9 
8 What’s My Line (Jules Montenier, 
Remington Rand, CBS) ............ 31.9 
9 Godfrey's Talent Scouts (Lipton, 
GB scsinecasiescesasicessissocssssnssassiied 31.8 
TO Pore Theater (MOC)  siccsscsiscscsccsnice 28.6 

i National Nielsen-Ratings of Top TV Shows 

Two Weeks Ending July 10, 1954 
All figures copyright by A. C. Nielsen Co. 

Total Homes Reached 

Program (000) | 
| Love Lucy (Philip Morris, CBS) 14,020 | 
Dragnet (Liggett & Myers, NBC) 11,792) 
Pabst Blue Ribbon Bouts (CBS) ....9,300 | 
Toast of the Town (Lincoln-Mercury, 
Ford Theater (NBC) 
Robert Montgomery (American 
Tobacco, NBC) 

This Is Your Life (Hazel Bishop, 
NE Neh rink Bite ecg tod wrididivsced 8 299 
Godfrey & Friends (Frigidaire, 
EINE). “sapssccias saadnrvosdtassicubichituied 
Godfrey's Talent Scouts (Lipton, 
Loretta Young Show (P&G, NBC) 7,894 | 


Program Popularity* 

*Percentage of homes reached in area where program was telecast. 

Videodex Network TV Ratings 

Week of June 26-July 2, 1954 
Copyright by Videodex Inc. 


Rank Program (000) 
1 I Love Lucy (Philip Morris, CBS, 
Fe ET  asestattiecdiinxesadiomesiins 11,230 
2 Dragnet (Liggett & Myers, NBC, 
WE ED aie bs chstlateeusexsusarsentss 11,157 | 
3 Best of Groucho (DeSoto- | 
Plymouth, NBC, 128 Cities) ..10,691 | 
4 Toast of the Town (Lincoln- 
Mercury, CBS, 113 Cities) .... 9,307 | 
5 TV Playhouse (Goodyear, Philco, | 
PO, FOG CHES) cicesesesccesscoence 9,004 
6 Jackie Gleason (Schick, Sheaffer, 
Nescafe, CBS, 86 Cities) ...... 8,883 
7 Godfrey & Friends (Toni, CBS, 
SE SOND wsiiutexskchbenctsietenincs 8,582 
8 Ford Theater (NBC, 142 Cities) 8,224 
9 Private Secretary (American 

Tobacco, CBS, 120 Cities) .... 
Saturday Night Review (Several 
sponsors, NBC, 69 Cities) .... 


7,349 | 

Rank + ~~ Program % 
1 1 Love Lucy (Philip Morris, CBS) ..47.0 
2 Dragnet (Liggett & Myers, NBC) ..40.3 
S POPE THOR CBG): ssccscsssesssccscsssnces 32.0 
4 Toast of the Town (Lincoln-Mercury 
SO) sscerssevssinesteitrertenntenentaisetont 31.8 
5 Pabst Blue Ribbon Bouts (CBS) ....31.6 
6 Robert Montgomery (American Te 
eee), TRG) ccsinsresscapreisnasesnses 30.6 
7 This Is Your Life (Hazel Bishop, 
PRIN seseerssicevansvvisercanesensantaiedaseuds 2 
8 Godfrey’s Talent Scouts (Lipton, 
RED sssseaavstasritssterssthaesemnioreesaie 29.1 
Godfrey & Friends (Frigidaire, 
NGO: ostcessivsticessssrissectianestnenserionts 28.9 
10 Kraft TV Theater (NBC) ................ 28.2 
Rank Program (%) 
1 Dragnet (Liggett & Myers, NBC, 
Fe GOOD. dictsicsicsresssaziessetciirecie 35.5 
2 1 Love Lucy (Philip Morris, CBS, 
We GOOG, serivesatisicesesicccssobscesesece 35.1 
Best of Groucho (DeSoto- 
Plymouth, NBC, 128 Cities) ........ 33.7 

4 Jackie Gleason (Schick, Sheaffer, 
Nescafe, CBS, 86 Cities) .......... 31.4 
5 Toast of the Town (Lincoln- 
Mercury, CBS, 113 Cities) ........ 30.7 
6 TV Playhouse (Goodyear, Philco, 
OUI, TO CUNOED cecicicesseccccsccsees 29.4 
Saturday Night Review (Several 
sponsors, NBC, 69 Cities) ........ 27.6 
8 Godfrey & Friends (Toni, CBS, 
SSRs eee 27.0 
| 9 Kraft Theater (NBC, 60 Cities) ...... 26.2 

Our Miss Brooks (General Foods, 
CBS, 53 Cities) 

ESE EE Ce NRL DGS Se ne Aca GE ge A gem) les Mee eto Ea? Si Ske y hk Maas MRE AN oe OF a MaRS eik tap a raAdaE NH SW Seale SG Cia Fog A ry hy Radia WARS CA nape ho eet 8 a Ws tie SWe Ahead) (ap Rae gt oe gee 
Eee at Pe OCR NS eng ge NS veh SReweM Ey ae Fg) Ort eh ate cee GL RAAB PEARR SS Coe pe EMO ME MyM ane 8 ee Wai aha ce er Mtr SW Ree on Ry goes on eRtNR (ti ie SRE AIMEE tue, Woy 2S oar Ger SoM oer cD) eR Ne ER bat ne PEN, OREM? Hy Mm eR SE a one UR UTE ENR SL SRO 
tea ies ae CMS > Meena tie dale Nem RL ee ean RNR hs eemiees Ce Sear Sin ts "sa eat h Meerar bi Sag Os WA Eas Opn ogee cel once va ee eee ee: en 
nee ioe gs a Ms Reon at RO Re AM ete git a Be RS ree Je Bites 2 PEE 124 St 5 oD eae? NUS RRS ae RIE Rr EP mk a eee J ear I Ceme hs Base 8.) RE eS ors A Gea ee q GEST Boge Mie ee oc UT TE yeas 9 yt ACARI «vit Th an EUR aa a te es 
fs iy HY ie wok a iW se sa Cyl ag Scce Sta 8 Be ELE Tae ERNE i 7-8 eae ROA i. eh 9 We eT ES Tareas Peta le te cs eee A 7h ira © on ares aS tags Sie | eee r Spr kimegee or se ats Ca Tame ten a paige” feat EUR 
a ees Ce oe oa ae ee Fai Sis SE ea eta ae spc te ony ee Rp Ref Hd Fo n7 GS eRe ger Oe. 43, re cask ee Se FS ace he oR a ey : ia a ine Ce 2h) See ee ‘ oe Sale ie ee ee eS sii SRE Oe Ca ets htc eat aie emis F. vog het Bvt 
chek AMER Be es eee rmes ecle wanare as) Gamers 2M Ogee a ae ie ee me Sor reas i Ge OR ee a ue 
/ Pere et fe ae eet eee te 5 As ‘ var eA Ree gee x ae 7 3 gee 7. i * , : Saree) ake: oa We Fee ee ee a 4 ae raat aN Vi th 
Se aed 7 ans ee ea ae ea De gh . ae ae Se ica etn ee ; rae ees 3 ’ i % ae ; nay f ll ce bee ae 
CS SS ae ar 4 3 Bene ‘ ' : : a tee : : : = ‘cil 
errs: a, 
* ee - 
hl eee: 
‘ Rie 
= ES | rae 4 
iZ | 
’ “ne CLIC BLO: —— OR: sie * eel ‘ipene—tied mm 4 | } 8 : 
[aa pie ee + oe Ss ee iS E OO LL | i 7 
‘ gales 5 a | | = 
oA a { ja 2 ia ee oe | i ae ‘’ 
‘ es a ae . ee ‘: * fiat | - 
c - Berea | 
, ip %, #, ¢ 4 : 1 { 
(| 7 eS: & aw \e 
it v 3 eo a ae oe , # oe 4 
i Se “ . sin SA 2 ogame * ‘ pn } i 
A aa '~ Ae De oe a ie — a | 
, \ fo 4 ‘oa o ie ss woe 14 —7 | 
s Bd a\ 8 bed Baas 2 . oe hee FIG +i { ‘ 
ey AES See 2a ae & ~~ : 
UE be ee 4 ; * rs bag antes 
: a ie ei be T ; Me . i . TIED. scrticrssindettcnreirsatinian “fre —1 H 
‘ yore. 2% ¥ a F Si, Re ee a ee : : | a 7 
ih i e ee ‘ _ =e ree Peers — Pe o He ME, achsatexctsaccissesteniacivnenes. + 8 F 
* ‘ 2 ¥ . woe: es eee ae Ree ea | pan ann i 
ct, “ae , Zar Gee f ee | | 
3 mA 4s, Se, rae ‘ She : ae me oe tS ie eae + 44 —31 | { b 
Se Ne ao os ee a so ea pica * at 
i ee ee OP ae. eo +o +31 " 
os: a ee ‘ Te eae = +32 +13] 1 
Se Sees :: alia a Ps 2 ES © CREME nor h i 
rege o" to eee ech Pee eR eee i 
a So er Shae Poe oT oie ae a — ee, Sere 2 pe or +16 +10 | \ 
i: Se ys x Sl RM ss a r+10 +7 ; 
7, ‘ as Bot ge i ania re > neha pe ORE ie enon otf ee 4 : 
hol hae Tee ‘ % =. cao x =e il > 
es ee ~~. = = | 412 ia 
. era Tt ls Ban a, iI. ; 

- ee tet yates ~ a ° ee ee 
me Reg Sioeras iA Mane ee %, Re , + 5 ieee 
ih ** ria hy . ee a 7 aes 
: pa ae te, atea he + 5 

i ie : ghee - Tice ae 
ioe Rg ee cg “SESE. te ares $17 ae 

; . eg Ee * Aetieg 3 ie ae 
Sagem x re eae 4 

site ° i " - 

rey i se a 

0 * | ey 

m | i ww 
ye fi ‘ 7 
Nee + Wie = 
oe 1) "aed is 

ie } - ae eee 
oS. +1 oe 
hey — eee 
coe _ Se 

| | a 
| _— | 7 
«FF | | + 
ae ae monet oi ane 
ett +] AL Hoey 
sa } ie “ies 

ees | y elie a 

<n Sinn rs Ss unis SSRN aes 

et | a Be. Pee a 
eee Bye ics ae 
iene { oe ae aia 

5 } , 
i 7 o + 
ed ih sea eta 2 
eae. t yh, Cte ea 
lee | 1 an 
cme J RR tae 
hee tes Rs “ 
ba) oe i ros aes 
Oe oa re cee 
oan i see Sey 
ae = Re ad 
ate hy : 7 a Nae dinar 
anaes . ‘ones ai 
hie» | eae Base os 
ie | ee 
Si | a s ee 
Foo eee 
Se ot 2a a 
Sea: < SI mer 
ss é 
Sa ’ Ae. al 
: ee a ‘ — e sat ‘t 
3 t eee 
a , oe oh 
= —————. 
oe { ee 
Teena q be aes 
joe ee 
per ie ea 
ree ao, ad 
mr oe h or bie ct 
\ a a 
. i sp ' “ f 4 
: Nn eae 
i eines | 
ia H ie CP es ee 
7 , anny, 

we : 4 Saale bic iy a 
Foce pee . aes pa 
ain Ps Re ers sh: 

es RE ei 

i Ee aie 

. ank ie ee oni 
Sis ae By view ite oa 
. 2 ae 
2 A qi heen aera 
eee 4 ee 
a ' eae a 
is H : : ~ ee 
as ee Beer: 
eee ‘2. Qe 
Rinse Al 6 Veen 
ae Bk wens 

ye sane eae 
a 7 Baa 
Ce tes B inet See 
Ses : CEs, 

Rea EEN. Ft ene es 
er Sal Ea ee 
eras 9 | eee ie 
eae) ee - one ar es 
ee ee 
Sh gee a 
VAR aa e sete 
ae eaten: 5 
Serie eer 

Dae, Fees 
Begs fee Deepens 
Sars : LS Ca, 
Grey i, Ke 

= m act heer 
yy : j Be ia. 
ig aa ip Unt pene 
aa eed 
. A . 
ee ete 
ae gre wee 
fs eth ‘Sr 
Rah ere ees 
rd cad is | ise 
oe s; : ie 
tee tebe 
Me een ht Bate 
of | 25.8 os 
Seneca pars os 
E 3 WG i fF - 
SR hee pe arnt. itd Wgmertinin ic! Waper ot ke sph cries i EM a Bua ot Meme tah ona |. AS GMC a cor mt ee nes WE LCL, Dots hee mee Oe oie or Ri Pr pte AI Seca at rte Sp OED Pye Tk Or MR i gt i eer ae sod Pierre ney’ i Me alae aalak gt BEL nas en ESR A Sh ee ee ert acd 8 he OE Rohe Shs Br eM ES Sy eee 

«=, |business papers include Chain, ucts Inc., Cleveland, a Smith sub-jing its total to 753. The affili-| flew Advertisers Use Photo- Reports 
|Store Age, Hardware Age, Hard- | sidiary. Smith and Henri, Hurst & ates are WJBB, Haleyville, Ala.; = 
ware & Housewares, Hardware | McDonald, Chicago, severed their KGER, Long Beach, Cal.; KLIR, pow nee ng ont po oro 
Retailer, Housewares Review, | 20-year agency-client relationship Denver; WKEI, Kewanee, IIL; for Advertisers ond Editors 
Progressive Grocer, Supermarket| in June (AA, June 7). ‘KJRG, Newton, Kan.; WARB, etre 
Merchandising, Supermarket News, Covington, La.; KJEF, Jennings, Phote-Reperting Service 
Upholstery and Variety Store Di- Keystone Adds 10 Affiliates La; WSTP, Salisbury, N. €; : ; 30 Park: 00. Sowerts, 08.2. 
s rectory of Manufacturers. _ Keystone Broadcasting System) KEYJ, Jamestown, N. D., and 2. \ MArket 2-3966 
| Sales promotion kits for dealers has added 10 new affiliates, bring- |KOME, Tulsa. 
;and point of sale material are be- 
ing distributed to the trade. 

THIS IS TOM EVANS — (Another W-G Salesman) 

Z ; ? Cet ea a war ae ’ 

bs Se f. a Thomas M. “Tom” Evans is another of our salesmen who is company trained. Tom 
|\Smith Corp. Names 2 Agencies : &. started with our New York office as file clerk and office boy in 1943. In 1945 he was 
P A } &. i_ wees: advanced to the status of Junior Salesman. Tom made rapid progress. He soon 
| A. O. Smith Corp, Milwaukee, | a ae a took over a regular assignment. Tom is a popular, serious minded, diligent salesman 
|has appointed two Milwaukee! cy - who, like any of our salesmen, is competent and ambitious to help get better 
° P me | . g results from your advertising. Newspaper advertising gets immediate action—at 
agencies to handle its advertising. | ; . 

q “ lower cost too! Advertise in Newspapers! 

Cramer-Krasselt Co. has been) ) . ; 2 Please note individual advertisements of our newspapers throughout this issue. 

named to handle consumer and| 4 " 

trade programs for the Permaglas | 7a = WA 7 D = far R 4 Pa v i T iH e 

division, Kankakee, Ill. Klau-Van| fim _— a | e 

DIETRICIOUS—“Nothing grows on|Pietersom-Dunlap has been ap-| : . DAILY NEWSPAPER REPRESENTATIVES 

you but the flavor” is the adver-|pointed to direct farm, industrial, Ha 7 ee fm Park Lexington Building 

tising theme of Grant Advertis-|export and corporate programs for 7 oil BME General Motors ‘Building 

ing’s campaign for Dietricious|the company’s Harvestore equip-| Ham Bay 

Dad’s, new low-calorie companion ment and chemical processing oo to ae 318 Addison Bullding 

product to Dad’s Old Fashioned equipment made by Glascote Prod- ME Lincoln Liberty Building 

root beer. The beverage made by 

Dad’s Root Beer Co., Chicago, is 
being introduced nationally. 

Glamorene Drive 
Pushes ‘Dirt-Zone’ 
Rug Cleaning Theme 

New York, Aug. 4—Glamorene | 
Inc. will break a new consumer | 
campaign for its Glamorene rug} 
cleaner in September issues of 17 
consumer magazines,  supple- 
mented by ads in 12 business pub- 
lications and outdoor signs in the 
local market. 

Consumers will be advised that 
it is not necessary to clean an en- 
tire rug, merely the ‘dirt-zones.” 

Hicks & Greist, agency for 
Glamorene, recently conducted re- 
search on the amount of foot traf- 
fic over rug areas in homes. It was 
learned that soil in rugs invariably ™ , 
collects and shows up in specific Sketch of former parking lot prior to erection 
areas such as entranceways, hall- of parking building. Lot capacity: 70 cars. 
ways, in front of sofas, the tv 
screen, and at bedside. Heavier 
traffic areas get more rug soil. | 
But it was also found that the| 
pattern of furniture grouping af-_| 

fected rug soil in front of chairs, | are your sales 

sofas and under tables. 

ws The results of the research set | 

* e 

the theme of the new Glamorene | k p g p h 
advertising program. How-to copy | ee in ace wit 
instructions will be used exten- 
sively. A money-back guarantee | 
will be incorporated in the ad. h | 
heads such as, “Doorway Dirt-_ t e spectacu ar 
Zone Vanishes or Your Money| 
Back.” Because the product does 
not leave rings or spots, it is said, | 
no qualifying of copy claims has'| hh i ii 
to be made when advising a home- | y rowt ) t e 
maker to clean a relatively small | 
rug area. | bn 

The campaign is scheduled to) y : 
run through next June in Ameri-| Denver Post s Market? 
can Home, Better Homes & Gar-| 
dens, Better Living, Country 
Gentleman, Everywoman’s Maga- | 
zine, Family Circle, Farm Journal, ’ . : er . vo we : : ’ 
Good Housekeeping, Ladies’ Home Denver’s dramatic growth is convincingly illustrated by the city’s parking pains.’ 
Journal, Living for Young Home- Just since 1950, over 5,000 off-street parking spaces have been added in the down- 
makers, McCall’s, Parents’ Maga- 

sue, 260608 Manasine Whe town area alone to ease the pressure of more and more cars. But the planning 
Saturday Evening Post, Today’s doesn’t stop — can’t stop — because Metropolitan Denver, with a population of 
mer: ~ Eat Family and Wom- 669,700, is growing at a 6‘7 clip each year. 

Business paper advertising broke : i 
today in Retailing Daily. Other | As the city expands, so does the market for your products. Denverites, old and 

new alike, are people with more money looking for more goods and services. 

LY af M ead W 2 G You can blanket this eager market with the economy of single medium cover- 
VIRGINIA age by using the only »ewspaper read by almost 9 out of 10 of your prospects... 

ae tr bee eee” 

; rg el income CIRCULATION 
r . , 

, Quality of market index 109. 1; em Cnet ReReRy 5, 36006 

. City zone population 53,880. | reunretied 

Belg lie. . ss asesoats (ees THE DENVER POST 

Photo of one of Denver's new parking buildings 
which replaced lot. Building capacity: 480 cars. 

i Y : "i The Voice 04 the Mountain 
the outside. Empire Magazine and Comics 3°?,036 paimen wn “A re esr a AND P ~ ratte ‘: 

March 31, 1954 

The Ward-Griftith Co. maintains offices 

in all principol advertising centers 

encontrar | A.B.C. Publisher's Statement 

ay, SR ee aa) Beck ote, Mere rns Wn Le OE hy Uy, No ltaee ane peas See pieeih oe OE 2 i OO OD a ee aye ORNS cy earn ae  get s alee ae te Pet-aaeen NS YTS diene tas age em Se! ee SEM aie es ae oe, Ee tne Mak nated me ARS Od et ae Sig ota ee We SN ale ia Sin ger ee "PS Set ae ee EES, § dee cod * eae 
vx 5 tReet en egies ay ace? Mou ae Ms Se gt fg SEMA mea uN. SES te Me Mee a € ABs i REMWoe ea re (ice Beas ety sae . i SY Se ae <a nee : : t* Re tS. pe 4, oes Sige = 9 i iy See ere +39 % j aie ea, La tea SO Yosl y's 
Reber rigs a uaa eaten he tee a ou rs a ig Ca et eR Seema TNE Sa ea wns 1 ‘Sea rare Te PEM ae AT MAM Neer «eet e eye A gua Nee aM Me Cunt Sere ee yh Cu ES a8 
pea hf Ok alan CET EEK ae eat Med IO La ote Cle AY? SaeReNtigg: Ss OMAN ae g 8° SEY CL le tai nie Onde & on ewe ve baie Sh i seis BN ab Be Re te ee ee Ep AR yt wae Cp ESRC aa Eit A aN tat Ohh ibe iene Dh eee ae laa eet ARN OR ee cota ee Ss a nt Ree ea NS 
Sia 2 : Rane Sits URE poy a Tg SS es MSE ee ET Yar i Lich re ae nie Pe ae a one fe apa oe crear he chy tee peaey a POS SP ie ei EU MR eas Sut ag te ase ot Gh a, ot oh aal sn bya ae Sei Ea ae Soe Fig 3 Pty igs va Prasiviigs Sone OSS gat a aPC. e eee Lue Use Ses MA 
Se en en ee bagel PY oe" Ge” SY Ke SU Rare aeibet ee” op! RA Syn glee y  LROd wet eth GAR SRM MEN oem oot. Meek tug CCN S Tes RN ih AR Re eC a a SP aah MOP meE Ne of rg CRE eben TN cer mie RR ae ep Aenea ry Es re ass RS, eM gS ena nN ORT R any gk et. eM neer hS ag ee Reeeraees as 
ieee te eres open Pe gre aT tere Pa opt Bee sei Og ae ee s be ate oes nO Aletee states Tee ie eemeree eUATTS OB WGA saith, a! $ pad Beast ts Fea ces 3 Bl SSM EAS 8 St GS re PETERS ee Se ae ee Eee Ane eae a ae oes ais 
See ffi doa fs ‘ S APaepiaat Feat pas 2 MN ame, es tno Mea Sia co aR, SO Coogee Se hE eee gO MBO, 1 2 AMT 2 RR GO ag nes et cece i ee ae ead aig ai oh al Regn, NP ani ee ey A Re Pt gee te ES aes 6S. ec aa eT INE Bess RCs RR ns ng SSR rns 
Blea es Car he se yen - ane oe ag 5 a F ihe? hak a “ ‘ a re ope Ps ea Pe Ame eee Sta age ae a Poe eo cate ke é ee ee a 
. $4. a ine ae > ai rot wh bea eek? a 2 era as 3 Sek ees et Test Pam penis oe AP etn, ae as fo Nee 4 alee oso eh Pot ks oes ee a i 
oa > flat me acini Bile h Se a es Mae o at. Se et ape E i ars, OT oot er | ; Piles. Pasa, = ut re Wel ee ees hk 28 ‘S i se PS) © se Meee ere Mec Sc ee ee SEE Bae i Hau e ‘ene puts ey 
eR | 
q = 61 
‘ Advertising Age, August 9, 1954 
* \ 
‘ . 
fi i 
a we a a Saas Se RE ee Se 
. ‘ = Se ee aa See has See e Ciiccks ee 
Ra ree 8 ‘ Se 
Fs q ees ue . “ sates 
7 | Bote he ; : t 

are = ; ie we 

aa A Rats eS ; cist * , a 
nme z / = & ‘ . ie Prabal Saks iy Pray 

: ee Se ‘ of é 2 ¥ ; 3 ‘ 
eS oe he Re ate ge , 
i: BS ¢ * “akes ce 
\ Be woe i “eae all 
- ‘ ee a? ee sd 4 es 
j BS “ene 4 
&: 2g eS ee oe 
tx ae, a a : aie Shes! ‘ zi a 
a { : ate tee ruil A 
; hy) Cae ST gash ee 
a {an A0n us 
ee * ia a% | > 
- mnt pe are! 4 © — ee 
_ Be eee er poe 
5 ; Rites po 4 ce Pe 
kin i we a E ay . 
; H so yg pe i +: ‘ o 
i oe By a 2 
i; eN rv i) Loe « 
i 7g ’ 
y Z 7 . 
eas te ao 
: ae ree ve cee 
= aaa ee Reet 
Ge ey 

Shae PEN \ ers 
ee sil cies 
4 ee pos: | ; a Pe 

year oc ) , 

“ eee 7 

if Rak: { ya. 

Fm, : 

i, ty 

Be aad a 
ae on 
: He ae } En Rw 

ng Ag \ Roane 
. os cee ey } + te ; 
i ae j 7 
2 ae , 
a . 
ie ae. ; se i a ea ae ee ae 
: we oe : ES ee ate oe ey © oe < Seas Sense ; Snes oe santa hie 

7 3 3 SR Re SRE a sean SS 
ia Ee SER ane a 3 PS RR Sy a 
: if \ ; oy ser $ % Sek RN a 
j Baaantee cca socan Sg Segre sess i, RS cote : Wis Pie ae 

qq | : © WR. Se ok ee Re: F . ; ¥ eae Batre = “2 Se een 

h ; S Rares Stee : : Bod Beste ee eS 3 SS Fe Bae 

_ } ee See f. ; ee RS Oe aes Lt aes pe igs 

4 $e ihn eS oT a5 BS Se Sh ap ee et Rog Wes: 3 ? 
ees ) j 5 ie Go Sea ood es SS aoa Se aa Sn) Ss 6 

Bh ec pan aaee > peat ery a cae z : a RRR ae nae poe Rea 

een Bho SSO # Se cs aa : 

; ats mee . Se SAS SESE Se Rea > . 4 
oz or : . So > { SB See cars so Paes SRR a ; se 
i ; | nN Bit so ee Se eee 2: 34 ee SRS RE SS See aa ex, 
7 feces serene Ri GE ee ame met coe 
i E ‘ Bec : 8 S3 Ra BRE Sa aR Se a Bo Ps wage 
= = 

ae TERDA d TODA | 

ae | Y and T Y : - 
as i . ’ wee 

1 Seacaiy. : ranges oo ees 
i eo Tae Ss > eats s ae Rees Saeaee S $e nail 

ops 7 : ss ogee SRS ee a a 
eae ; pas 3 sini; ik : Sees ae ee i i es 
’ Side te { eee 8 * . Sout cane ; ee ; 

ieee ate nes geomet ea eR aeysein tie ae ane 
af te : 2 SERS ea ee rae s . Se RAPE ANE is, es 
Rig ay eae i ces < D Se Spe ae ae CRE Sie 
ae ig eee * ; : OG aman ae ee Ree ae 
eee cee ee eee cf igs 
i a8 4 ee ine oe = om 4 ¥ ee sat SS eS Sa i o y 
, padi cs) : i a es fee % Berea e f estate sceennee 33 et. © kar 
‘ cag oe - BS i te a See ts ee be. ¥ Ree “Ss 
Bien! = th a <= f met Bs eee Sees Dig se. 
eee Le fi can piney bees oe mining OEM OD CoO re * is % u a 
| ee pe wh Py ra ee io: eas : SS aeoes aee : 3 ‘ Bi A oe 
eae | hee “ m 
1a ; mii q ee ent, pie, Seo ; é : 4 ; $ Bi # naan 
| 1 OER Ie r) * Bay Sanna > Sema. Bree er 
} Ps oe es . ee eee re er RE Te a a 
} Be Sees ; ; 3 S Re age nas 
ee ae a 2 “3 a Ae 
‘2 ee ‘ ey ‘s % af 
ih era oe ¥ . wha ; TR tio oe ae 
beng SSS aa es : Pranguseee eo 
: vo eR: Eee é \ ae s » Ee Sieeenparane, r aa Sei . pat a : ie 

: rr boa a3 Chee - eo , 

i a aed 2S. Se Be ‘ cise SEA ee, : 
= ps ck a ea “ i ‘ MSS : 
a se , = ce sae ; 
| Seo ! ae : ae = 
Boyer oem a % : 3 3 saat gare sate ie 4S 

. aes . Se Se aes es Sati ae % : : 
ee “Ss 3 ae : oe et: a 

[ eee : ft. * 

eee Sea : a ay 

a ae eo i ST ann Se eeaonncn nn See ea ee MBs Sa ome OS sips : seas, ; 

7. : F Pome , gemeeriuen : HP Sth ee 

f bo Sie, , q ee 8 : f eer a : > 2 a seh 

q ee or sabi ae Sanaa = RE : te 

\ ava ... See 4 Ses a s : es Pe 

\ os Fake q . Baccarat Ss i ; e ; # a % anon 

f Ma : Bee ae. a poet 3 Ra 

I oS nee RRM gs Sah Po Bs te: a 

> oy ye See eee ae SS ac ; iii 

a « Sa zs ge ag ae eS BRR ‘ Sn ; % ‘ 

f ; { . ‘ ; é ; 

4 Os pee ee ose ae 5 

te ph 

| piers : 

ag ane ¥ 

i iar tie 4 3 


| ne aa ~ 

i os aa oo 

7 a “ : 

ae erie eiaiaitieis. = 

pee ey 
¥ ie 2 tie 

i a 

a 4 : 
| {tee Bee f 
Fe r in 
ee bes cto er 
\ cae Re ahh 
mer CE ote on 
| ss is = a: 

wets mall 
se ee 7 Eehe. 
ee see 
ea Sieat Rs 
(Gave ag Eti. 
eee a eB 
Nears 4 is ae 
eee Sec ems ote 
esa f ti 
ie | ee 
"aie eae ak 
Eee : mi 
a ie i. 
ee q 
ae es 
ie ae 
H eer i he ae 
rete: a 
tery ier 
ane ; a 
; ga ie 
rho ‘ i: 
ee a) 
aya 2 
het os } 4] 
aug . 
Tag : 
ae ae Wot 
ee ; | x 
| | . ee 
: 1 3 
ee i 
oe ae 2 an 
heey 3 : 
ay 7 
Pa ik 
i . . i 
a Fes . Represented Nationally by Moloney, Regan & Schmitt, Inc. i" 
ee mer 
Siege) ts 
pie Do ee @ 
ee ad 
, rot hes y 
teas ; . " A 
tix eae : ae ‘ cae 7 . 7. : 7 ; x , : * . aa 
le gaa SF oe : % ‘ ~ - is i may H { x . ira pi a + wane 
. 4 i i ¥ es < ae * _~ te es ad ty os “hs a ae é y » 7. We th * wr : * ch 4 na eT af bey bes vr a Se: nee oe & . a ae. fi a a on _ i Weg Pe: w rey < " * * a Mi ; ? ‘ ye = - of md * . -~ _. -_"y < a 


Advertising Age, August 9, 1954 

D'Arcy Appoints London | Network Gross Time Charges 
Bernard London has _ joined) . 
D'Arcy Advertising Co., New York, } Source: Publishers Information Bureau 
as a producer in the tv-radio de-| —_— ? A NETWORK RADIO 
partment. He produced and super- | ; 
vised the National Collegiate Ath- | ae is ce MH IN ny a 
ne. eee Seemell secs oe ‘ Mm American Broadcasting Co. .......$ 2,405,994 $ 2,113,725 $ 15,170,597 $ 15,355,841 
— ewig Pa F ever voor a: Columbia Broadcasting System .... 4,173,407 5,227,026 29,707,034 31,292,509 
working wit udner Agency, 1A) Mutual Broadcasting System ........ 1,540,430 1,926,865 11,055,964 11,393,752 
previous to that, was a CBS pro- a ? + gi National Broadcasting Co. «ce... 2,618,614 3,979,471 18,570,178 24,732,789 
ducer-director for 17 years. nn , FO. SHiassumatunadtieaun $10,738,445 $13,247,087 $ 74,502,773 $ 82,774,891 
~ rz 
shalitdek sadn ieaia taal “ We NETWORK TELEVISION 
Allen B. DuMont Laboratories June June Jan.-june Jan.-June 
Inc., Clifton, N. J., has appointed - ae) 1954 1953 1954 1953 
Keeton Arnett v.p. of administra- | “ ~~ a a . by . . Z American Broadcasting Co. ........ $ 2,310,244 $ 1,607,320 $ 15,200,029 $ 9,876,272 
tion. Formerly senior v.p. of the « * Columbia Broadcasting System .... 11,448,180 7,399,078 65,916,429 44,236,751 
5 ster? . DuMont Television Network .......... 778,920 835,768 6,594,935 5,490,321 
Fred Eldean Organization, Mr. Ar- 2 National Broadcasting Co. ........... 9,969,779 7,324,315 62,273,076 45,369,088 
nett has been general assistant to . WEF cconinsadhietttnedkcccndied $24,507,123 $17,166,481 $149,984,469 $104,972.432 
the president of DuMont since NE ORK 10 TOTR: s sii 
1951. GREGG-ARIOUS COPY—English translation: “When «ou attended the TW “ae RAD on OT pal ae 
; ies’ Ww i Total 
meetings of the Secretaries’ Convention at the \aldorf, did ne JaMUary ooecssscvcsssesee $ 2,830,654 $ 5,166,174 $ 1,896,925 $ 3,391,873 $ 13,285,626 
A k we i z K i notice how many of your associates were readers Photoplay — i, 2.494737 4749,512 1.783452 3.176.849 12,204'850 
True Story—there’s a reason for this. Buy a copy aid see why.” New | March «sess 2,764,547 5,456,351 2,034,961 3,639,278 ~—- 13,895,137 
NORTH CAROLINA _ York papers carried this ad, the brainchild of Irving S. Manheimer, | April ..-.sseeeneen aomaee rernerd 1,891,998 2,962,839 12,267,416 
New Bern is the buying center of | P7esident of Macfadden Publications, during sessio.s of the National ped meee pres pide goed oe at oe 
Craven County’s— | Secretaries Assn. a Ee. $15,170,597 $29,707,034 $11,055,964 $18,570,178 $ 74,503.73 
effective buying incom. Heavy Buying by Big Roasters Contributed eee ee ee 
The Sun-Journal, New nag toh tes y Suying bY g ‘ ABC ; CBS DuMont NBC Total 
newspaper will cooperate in build- | » ° . DORR cicivinccenene 2,780,574 $10,713,329 $ 1,445,608 $10,116,937 $ 25,056,448 
ing sales for you. to Spiraling Coffee Prices, FTC Reports Bee wery censecccssoscssee 2,502,372 9,965,481 1,108,157 9,368,148 22,944,158 
| _— > 640,699 11,379, 205, ; 
REQUEST MORE FACTS-AOVERTISE IN NEW EEN WasinincTON, Aug. 3—The Fed- early 1954 while the market price| gpg 7 2554484 10,921,640 1,068.74 10802505 | 2e3w7'ens 
Nationally Represented by eral Trade Commission said last | zoomed from 58¢ to 96.5¢ @ POUNA. | May ooovcccecccsessseseee 2,411,656 11,488,168* 988,350 11,033,987* 25,922,161" 
EN dobich dia eee mede me week that five big coffee roasters| The commission’s exhaustive | June... 2,310,244 11,448,180 778,920 9,969,779 24,507,123 
CR Mees | sreatly stepped up their purchases | study of the 1953-54 coffee price} Total ..........sse $15,200,029 $65,916,429 $ 6,594,935 $62,273,076 $149,984,469 

in all principal advertising centers 













these tobacco men... 

know their customers 

that's why 

the network of Service newspapers 
is an advertising must” 

Manufacturers of tobacco products, like other successful consumer 
advertisers, know ARMY TIMEs, AiR Force Times, Navy Times and 
THE AMERICAN Dal y, in Europe, are the surest way to reach the 
3 !5 million members of the U.S. Armed Forces whose 8 billion dollar 
spendable yearly income is a vast reservoir of potential sales. The 
products listed above are a few whose sales were boosted through 
advertising in the network of Service newspapers. 

Are you getting your share of Armed Forces consurher spending? 
Our nearest representative will show you how. 

}| of green coffee in late 1953 and| boom, forwarded to congressional 

'ereases were caused to a con- 
‘siderable extent by poor market 

trading irregularities. 

‘apparent that the July, 1953, frost 

world supply of coffee will be 
‘Slightly larger than in 1953-54. 

leaders, concludes that price in- 

information, speculation and 

The commission said it is now 

had no effect on the 1953-54 
Brazilian crop. While it will reduce 
the 1954-55 Brazilian crop, the 

_® The commission said some of the 
price increase resulted from activi- 
‘ties of Brazilian nationals in the 
New York coffee and sugar ex- 
|change who bought heavily just 
/before Brazil announced an in- 
| crease in loan rates on coffee. 
| On the activities of U. S. roast- 
ers, FTC said five big firms—A&P, 

* Revised as of July 28, 1954. 

General Foods, Hills Bros., Stand- | 
ard Brands and Folger & Co— | 4 
controlled three fourths of the) ‘elevision. 

green coffee inventories held by 
78 firms whose records were stud- 
ied. Increased buying by these 
firms in late 1953 and the first 
two months of 1954 contributed to 
a sustained price spiral. 

In particular, FTC said, the in- 

From July to September its hold- 
ings of green coffee purchase con- 
tracts went from 23,000,000 to 71,- 
000,000 lbs., its inventory of green 
coffee amounted to 54,000,000 Ibs. 
and its net long position was 157,- 
000,000 Ibs. 

es FTC expresse: 


creased purchases of General Foods | 
“of startling proportions.” | 

Pottery Drug & Chemical Co., | 

Malden, Mass., has started a new 
copy approach for Cuticura soap | 

Cuticura Drive Offers Sample | Mark, Simeon Adds Four 

Three New York dress manu- 
facturers have appointed Mark, 
Simeon & Renard, New York, to 

and ointment with a b&w quarter-| handle their advertising. They are 

page in the August issue of Ladies’ 

Home Journal. The theme empha-_ 

3izes women’s complexion care and 
the ad offers a free soap sample 
and a folder on skin care. Addi- 
‘ional advertising is scheduled for 
Life and Seventeen. Atherton & 
Currier, New York, is the agency. 

O’Brien Joins Goldswan 
Frances O’Brien, former public 
‘elations and sales promotion di- 
‘ector of Phil Davis Musical En- 
terprises, has joined Goldswan 

Productions, New York, as public | 

relations director and an account 

executive. Goldswan produces mu- | 

sical commercials for radio and 

John Kelsey Joins ‘Bazaar’ 
John Kelsey, 
Pines Publications and Playbill, 

per’s Bazaar, New York. 

formerly with | 

has joined the sales staff of Har-| 

Bonny Stewart Inc., Prudence 
Young Inc. and Gladstone-Arcuni. 
The agency also has been ap- 
pointed to handle advertising for 
Puritan Lighting Fixture Co., New 


3rd City in New Jersev Covered With 


In 1953 the Morning Call carried 
imore than 6,594,000 lines of local 
advertising. Department Stores and 
national chain food companies 
know, from long experience, the 
people of Paterson read and are 
influenced by their advertising in 
the Call. 


Nationally Represented by 

The Ward-Griffith Co. maintains offices 
in all principal advertising centers 

fear the nine- 





The Monthly Trade 
Paper for Military Buy- 
ers Everywhere. Wid- 

est readership-Lowest 
cost per ed dollar. 

3132 MST NW. 


a Ca Anny Times 
3] 43 The Network | 
= of Service 
Newspapers | 

} = 






(Members: Audit Bureau of Circulations) 

YORK: 41 East 42nd St. 
AGO: 203 N. Wabash Ave. © @ 
ADELPHIA: R.W. McCarney, 1015 Chestnut St. © B 

in Europe) 

SAN FR CISCO: Monadnock Bldg. 
TON: John Hancock Bidg- 

Los cree 6399 Wilshire Blvd. 

month spiral mivht result in fur- | 
ther concentratio: of the industry 
because small ro: sters have been 
unable to “advarice prices and re-| 
main competitiv: with large-sell- 
ing national brands.” 

The commission recemmantes | 
legislation to eliminate trading ir- | 
regularities and expressed a belief. 
that the law of supply and demand | 
will eventually f rce prices down. | 


‘Production’ Boosts Two 
| Bramson Publishing Co., Bir-| 
‘mingham, Mich., publisher of Pro-| 
duction, has promoted Arthur E. 
Waldorf from district manager in 
‘the New York territory to director | 
of research. Thomas F. O'Leary, | 
| formerly assistant district man-_ 
ager of Production in Ohio, suc- | 
| coeds Mr. Waldorf. 

Cayton Boosts Donna Quigley 

Donna Quigley, formerly assis-_ 
‘tant tv director of Cayton Inc., 
New York, has been named direc- 
tor of television. 


1 RY PL iti ci aa es a iG Giada ae syae sp SAY Y ati a Ae oF ese Hie ian t Bas si "es eo er oa seen ar Source Srey Rai QU aR AT ae Se Rt oS, HED Ra rag Sa Sa SN BO cS a PE at iss SEM ag ts deca a ee ATER Rie err SS cao ey seen Pkt td thes bas 
So eee : ae i pee A ae a ees eo se Those A. 5 apaee LSE OM vit ie a hive Wiel Aca boty nai Roe a EA bag deeage ue ed ae ee Piao 4 ne eed Tp ONS PB Ae Raa eee eee te = “ae ee pb sseige” ani Nr arare, App nt aes eigen nes lll a hs eae atari sy a EAoa ds ee fapehe Be api han Co ae pate as 
; Sapte! 10 aes Meat re Pee ey ee Tg Ps Si MOC cating ae = GRO Ok ae MRM aL ecg Sy RR eS eS By eee ee RN pe Meee, = SRM A cot ee eee i aM ch AS ERI igi ag a eR Rp eemmeer Gaal A Aes Ran aan SRE Oo 5 Lae eg 
ek Bk i ame ane ws, Figurines Se tae dee det ae ade ahac ar aia ean te Meter LG AER 28 oka oe 2 en cn os ‘TR eee mee Nk 92 ROU ee ee REN eS Pa i ge EA wg ORY, WO ee Mn ne 5 CTR eden Tn ae Cys Lema ey Sr eet eutrtie a bibae: ina ME keri No ant Oe eR tp fe Sede! Sak COREE Ree > 
2s a ace sera ah ee ea eee bo alg, are re aang NT pk Pie ee ene RO cit? Yn cy oy OE (eee oe SI ey 
is SSN. eae ye eae : Pest je oe. he Ce : oe eee Shiites becicommeans ee acest Sr) gee jo i ao et Beers 
cer ees : mae ‘ : : E “So ee ’ F F eet De Tiss cca 
) no ae 
Biz a 
a finn 
| PO a 
; ty ts a = 
' i) { ql a 
' N aa - 
} 4 
= 7 4 
2 Loh 
im S 
é : 
a i 
‘| 4 
q a - sd 
iy : 
: ah 
: 24 
. th 3 
a eg 
ak BG ra a 
aan ea 
ae 2th 
he = ; eee 
Pula a 
eas \ a 
he Eee ‘ 1) Ve) a eae 
= es i 
ox zee 
ell Se 
ce ae “ its on 
ee a 
S i 7 . 4 
are Snes: 
* ae Bike an aed 
{ eters or" 
“eens = 
is Bes Be 
- Nara ae: 
; ek eee 
a ee rn ES ee anim NmNRRNS \ 4 oe eae, a 
Fi ; st ss py 
' Po TT | . 
“nheeas 7 ‘ee Ba i) 
a PO ee es. 
= aBg Sea 
ee ee el ga 
ee See” 
ae , cea 
ies } Pad ne 
| 2 : Ss Po ) | S - 
co Pe eae 
rcs Ly ee ee 
si N ; | re oad 
yeaa ae 9 v \N SS a } Borg, : 
> a) g ! WS \y f .6lchVwo 4 
: mn oS ES ooagas \ : - 
ae Vp es Gas ) wae 
e ay Z es = 
ae ; 1 9 ere rk 
“ t Preys = Z of 
e ae : ig 4 — Ee 4 Cae 
ey =e" Wak . ae pr a aie 
Ph ide Eye ig fe \ 4 » eee ee a Es 
Be Hell { S EM & (Ga Ss aes , 
mts igs KV \ [fe ees Sao 
oan : i ! Bee ee Bie TS 2! 
2 : * ie ea 
wa i le 
ea ee. 
Saar | cog? 
_ ee ee 
- Pe i ES ae 
a H ae ee * 
Le i ite 
We an | ae 
ee ! 2 a 
atta ie 
es 5 | . t a ba 
pea Bee 
Prete | ons ae 
ie bo 
ai | OV _ ee 
ee nad Bees 
a ae e ee Pe 
ees | sie Cree retee, ee ae 
Be | Was, PO if oat 
re iisig Me | ; ot TON AES. oie rors St 
Fagen « ° * » J J J ere, 
age ee SRE GBT ree es oa 
Suter aeoe 0a 8 Fe 886 > zy by ~ SO ' 5 cand 
= tac eo ort tet tet Q f A 09 808 P08 i aS a 
oes — © one taney "S ‘ .) fi Os ‘iad ia: “t 
Reece “enero seats = a MP ¥ “eee eee en > as 
res: | Ametiogndatb | —— es MED ge 4S Seige SE . 
es FO Aiz Eosce Thoms SE A AY 2 Ps SS ea 
eid cir -~ hy “eee tes e, < | : eal Se A a ont ene ate. amas > 
Fe ChNavy Tiaes ee | S/S a - be eR ae 
F ~~ _—- ~~ » . ° . 18 O96 0.96 8,° 6 Bary § cis 
gies ts . were etes Say *ereetenterente, ae ee: 
Sa - | OO #6 eens ee re ae 
me \ Sees, «= " Pea. 
a OA om oo Ae 
5 | Portes, Ree eee 
on d Sosa ees, ° INURE eas 
=x i ” ny A ers V4, 4 = a, 
“s oP . f Lh {/ 7 h Pe J 
| fy fr ff pack and 
4 ' Le \ or ° $0 i a 
| VY / or 5 on ict ae 
ew: — Me Z jaw a€ jpalftone> coe eful avvente ol a 
% — ; care ae . nee 
a N U Ws jane or ve the yery deta ways — Bele 
whether itv receNy” son of eV" si al? ie 
et yi orders pauctio® ving ile ome 
De rept Ty engr® ds W ere 
white - ° 4 to true t a pO : stands ad 
° tan ure tha plication \ : $ 
impo can be © . gid pu { aithiul - f vee 
eet the the original ae 
a % a 
ep prota oduci Bos, 
fish LS Prate.e rep oe 
: ey Lm *. ia ane ‘ 
oF te Tet - = ‘ 
| = °° ~ ss Se : 
Fit 9 . et! ae 
; gt < $2 J ie a aw ly gE : . | s he: 
va ON : a | ie Bee: 
f se eh -— Z . ; « : . Be ee e r Ee . 5 " “e i ( Sd te 
wel are . j : tus ” or ‘ oie tries : ms cS leat ey 2 es pet Ee a ae " at sii E . are eee " * va aah = : sd ™ : 3 ; 4 és : : ne 

The clippings reproduced on this page represent a small sample of the specific needs reported by readers of 
Advertising Requirements since the first of the year. These unsolicited letters, requesting sources of supply or 

information, have been printed in the “Readers Write’’ sections of five issues of AR. 


soonest tate 

“We're Looking For...” 

© Fot a client of this agency with 
national distribution in the drug, ve- 
riety, toy and department stores, we 
are seeking to gain information con- 
cerning merchandise display units. 
We are particularly interested in 
being able to develop or oo 
Help on Color Want] ideal display (not carded) for 
i with 
. In production of ty that combines 

promotion pieces we do for] 
lications. every one usual 
ultimately on everything 
color. Neturally our typ 
vertising is not of the 
type: most of the stuff 

—men who have machi 

or selling on their i 

These, for instance, are some 
of the specific “buying” re- 
quests that have been received 
by AR’s editor's: 


While these twenty buying queries from AR readers do 
not by themselves establish the value of the AR market, 
they do undoubtedly establish the buying mood of the 
22,000 AR readers who fired in to us in one year well over 
160,000 requests for further information on products and 
services advertised and/or described editorially. 

The information they need—the information these buying 
“doers” of the advertising industry have asked for and 
continue to request—is the information you can provide 
for them in your sales message in Advertising Require- 
ments. You can reach them—advertising managers and 
sales promotion men, merchandising department heads 
and agency art and production directors, media promotion 
men and graphic arts specifiers of all types—through the 
one publication specifically designed for their needs, 

‘“. .. source for syndicated spot car- 

toons? ... Agency, Baltimore 

“... reference material helpful in 
planning a contest .. .”’ 

are reading it 
I thought you might 
some kind of survey or 
would indicate what col 
best results in these cages 
The problem is this: WI 
most attrective colors to 

Chemical company, Missouri 

‘“. .. photographers and printers to 
whom I might write for informa- 
tion on 3-D...” 

Publishing company, Philadelphia 

nake minis’ 
in bronze 

wm Dracer 
wae nolds, Omaha 

Unfortunately AR’s files 
tam the answer to M 

“...premium and promotion 

plans...” Agency, Missouri 

Help Wanted e 

Where Can We Find 

Almost daily, AR receives requests 

readers for information and 
sources of supply on various items 
We are pleased to be of service and 
welcome such inquiries. This, we 
feel, is one of AR’s most important 
functions, We also welcome the help 
of our readers in helping us answer 
these inquiries, Anyone wishing to 
I] pass along information need only 
address the inquirers, in care of Ad- 

© I'm having difficulty fid vertiging Requirements, 200 E. Illi- 

source for syndicated @pot 

now St., Chicago 11, Ill, and we will 

(art and caption) for use in] see that the letters are forwarded 
house organ for one of our] promptly... Ed 

SY Do you have on file any sou 

such services” 

© One of our departments is inter- 

ested in three-dimensional photo- 
pane te peg graphic production and I am won- 

vertising Agency, Balt 

© We are compiling inf 
the mechanics of holding 
stimulate consumer and 

of fertilizer... We would a 
any reference material whi 

i dering whether you could give me 
the names and addresses of photog- 
raphers or printers to whom I might 
write for information on this process 
We would like to find out about 
the actual taking of the photographs 
reproduction in printed form and 
the matter of securing the necessary 
colored glasses. 
Staniey W. Heath 
Advertising Manager, The West- 
pster Press, Philadelphia 

‘...mames of one or two printers 
who specialize in “invisible” print- 



Agency, Pennsylvania 


‘... manufacturer in this display 
media field...” 

Agency, Michigan 
“... listing of gift mail-order 
houses .. .” Agency, Maryland 

“...leads to makers of pencils 
which might be used as premiums 

or presents... Agency, Texas 

© We ore urgently in need of ¢ - 

of premium items with appeal he : 

peg scien ranging in age from @ry much obliged png 
four to 14. The item must have wide Aq me some of these p' 
appeal, must be new and colorful Hhaw Frank wit 
and should liquidate for not over" \am Frank Advertis 
Oe per item. , 

We are writing to a number of 
your advertisers, but in addition, 
would like to enlist your help in 
putting us in touch with a wider list 
of suppliers 

J.D. “Doc” Wriiass am 

D. “Doc” Williams Agency, 4 
Dalles in the process of develop 
plicity campaign for a nov- 

© We are an industrial advertising h and we would very 
IF oreciate any assistance you 

“Who Sells It?” . . . “Where Can I 

wey tr"... i y 

uy It a Is There a Service inet Set Se aot Op ett 7 
Like This?” . . . these are the ques- “teats ta dont oC gy, “tron, 
tions they ask us. You can answer 

Pater 4 * 408 wie Sooty ee ‘ Med : 
them and reach out for more sales on eta, Marte hat eto 
through your consistent selling cam- ~setaie } 
paign in Advertising Requirements. 

You sell better when they are look- 

ing for buying information; that’s 
why AR, their first source of infor- 
mation on production, promotion 
and merchandising, should be the 
number one publication on your 
advertising schedule. 

supply us 
gift mail order 

nice restaurant i T. Expcincer 

We have 8 very ood tz Co, Baltim 
a this city which Saree bt y anes 

re recogn y 

eae ey 


PRES ONO OUR Re CH See RG trae aN RELA 4S NS eae, 20 |b aN ACU sect aeenwa tae AS Ria? oa Wego Male MY ka ts, ORT URC Oat Sete NR Cason Se eae SU Pa ta ST att a RP IL SO Age RI ter tsa Pe aR ae Such Jot se ae enapmrers AT 7) 
ae as ‘bal = ee Ua Saige tig = a ass bbraEe PE ee Bs ae eet ede hip le Spey eee 84, Ete Cay pa py a Piet ah Bata Ay sae fae TT ie Sip Paeath Be a . he ee a he eug oe Up one we gk yee eae y Sera Ae nea i re se a egittae fy wea ae Mee Sei hits ei e ah a ee ach a ee rp a eit mene Aes " psa GF aici veries i es, . i 
Ee Ter Me ORE oo ou i on ee an | ental fo 22 eae Rogge MME ie a ee Ui ae eae Path at ues pe eS Were ee ote Sa Pi en Sony ee aR A ta SN 
pine 3 ie se Se ea oth oie Ai Menage Ag REAL Col Ny Paro ye rdeb Pcs | iM teat 9, aie pete aa.‘ jt gaWee ee ane AE th geet ace ea gare gee mec eB oe ge MM OAR See Ui aOR SS Base Eero eae helena oi tro aan Bee ee MERE aan oP ANE Te hy, Serger mt 
peg et eee Rig Narain a Ora ae, SRR Cages “Re eae pce eee oe a eens Re ee apt eNeR F ahaa Nea ste ait Ec A eaten STS Stain tan Anu SF aos alia sel get rier Rhye ee ce le nn ome epee ghee Se ages ate ei eee, ee aie 
: Q a ase Sea : Testy te ane Tagtiged ears 5 bere Dal) aks ge baa ’ EA hs shes |e IY eR N Se! > Me ee. Dee: : Be ae ee seat eee Sad near 2 toe Pe sine a erie iene ec ee Se SU Teton a Sige ee oat Pare Or hecea Sr es rhe uae 
“Hie SS a ait, BS ce aa : ess Pr a ean = ey ane ae ‘ S. Wives cure , a oe ea es Tote eee Sted ae ae * de hae ais Ag ae ae Neva Lae a Polts. ene Sere be ae Say eecsr nae mea ee dm, she eae ae res ee 
Saas ay Se te ae a ‘ cle she ae See z : ; oe = Fp te POSE AO Sk. Se Ae Bie We Sea < SE i bee hs - SGM a gle py oy 
ye ae Ren ee ee Nitsa oe zy 2 Se My fees co phe feet A othe ole OF ee i et oa ete at. eae Canes tierce TV asses ane Reg aa ae 1 Sea hai? ae 5 ia Paes ahs pt ee eee 
eae et vires : sear oN 3 eee ea ke eee : Os US ieee... . aeeameets CAMEO pla. 7S aaa Be eats uate om tae Ce Sie speared Vor? Ae i a Ge sete ae aa 
ee A he ental ca MO gC A bee iat Sete), OE Ne ETN Sh A ee me pea Prep ere eae ae ee a eae, 
sigete . : . ey “ ‘ ’ . Se iy : ste ; <etine 3 ali see aR ee Be ta aie aS Sate as — ay, OR Soa a 
ee ‘i ‘ 
s ae ie 
yo i 
’ i } 
: oan 7 { 
‘ Hf i uv | 
ie rhe Ba SSR ast ance ane os a ee ae a a ce hc RR SSS Se eT ss 
i rata a Bo. hahah coaster ae rau emanate ttn, pono seaman Meco . RAE eo See LAN SS LI Lo Sees 
ae Sl a. f Bes tte en anche he harness em Ne ae Re Saceoaeueeas 4 Sean nate ee Secs eee Ios SN ae on aE aS MS EE ee 
rr hel wig 3 ECS SES ponerse 3 ce Sse Becca Se hs SSocae oe RS SA Se See SS BG SR oes 3 
1 ewe en cnn “Sea SSE , pio SS RC ee See SEN Se So Sy SERS Ss RSS So 
a Paris ' PER Ss RS Caen ae Sas See S Eats RRR : Sees Soe : SS SSS : SS 3 ; } SSS SY Ss Sy Ras 
i} | : : 3 ace Seems See : SS Sas tte Sa : Bey SS" ES = SS > bs 
: SS Sa ae Se Seas : ; Sse : Sh : PSS = es : 
im ; Se RS SEES . Bay & SS : : SSasose 
. Sees Sey pete RSS Sao SR 
d ; Se : See se SS BS SS 
| : : SSRs oe | . . See : Bor A Se hon ERR NN wait Siac naa : -—— SE Sco : 
; SS Se one ROR’ oe EET om ee oS Re Se Ss SS 
1 Soe : SS ae RRM mh Me ATT TT Se 
- zZ : SRR RS SRE e.,... guise ee EE he SS SSS SSS 
t i IS ; Sern. Roe re ES RIS SR NRG SRR oe Ss SS 
Lal Bes BERR oe ee ce ah hn aS Sh Ne A TS cS as 
lm | Re ae ee ae a rtrt—<“i——s—~——iCi Se Sa co — SS . 
( ie : TE nen Gamnmmannn ae a RR Oa ee ees oe IRS cacaah waa aaa a RN 
Ht 2 ged. Pt, to fs! ee | el ee SESS SRS SS 
‘ Barcoasiecseaseae cena ns eon . 2 ; Sa a > paid oh ae tae oe Sos ST | ST SS: | aS SSSR 
Reena cat praesent Esteem Sra } Saees —— 4 Ss f cn scitines sacrament Soy TRS RESTS LOU: [EEE Es 
} : SEERA Saati aia ; bonne : a Rosana cneunams geen at — ; < & SS 
i panne mS - a aeannents $ & SESS keane an can Ne zy a ss SES See 
ii e BSR ea : se oe . : = = — = Se ae ae “ae ; AS | SS : Reena Roa : SS 
et Ro i ee nc a a a oa 2 « 2 5 Se fF a fo fe = Fl : Seen os Ss ——— = fs Te SS Sas 
\ 3 ee Seana Boreas cine earner Ree eR ee a Sse Te Samat ae ee 5 eS ... S . SS SS AN = 
i } Sees Bip an at a aN a a Sheraenopsncen nae a aan eee eo ee sites sengttns Shab saath ae eh hoes Stith tosa mann naan NS Se Serna Saat Sea iaatien eet 
j { mente stettansssnteinns sasater anno atnianeien eaten eee NN RN ete tre oot Sas Seacrest etches rece etetercoeteeee mentee nirenminenar etreneemiecehentatatatetiasetnins sneh Saeatar cea namanenete eaten eS Renan TTT IS Sens Seana LA ee a 
! BS Sica enc cr ae TUES soiinnntiunts gunman ae Sa gaa See ER CRATES S SRS 
i Soe ate een atm a pts nuance _. _ Sc + Shc Aen ea a Lt LS NN SASK SS OS 
; \ { Re = ee z % Sa Oa poe TA A se SON a SS Bettas S 
Bos iorasayns seacoast a 5 . vi . = ; Se : Be : = pS ss j , Sas 
i Beene atten st ee : Sa , og : 
fr : Bee st ee ES See 3 : Soa . 2 ; 5 : ‘ : , , : Ss : bo SRR 
t : Tees ee Ss Ba a RRP DR RR Eo RR Socanienna tec agate . ESS ess = . 
f pcan Bases tin a pistes seater ct aaa annenahe ae asc aestanmtanmenin wre samara me hs came na arc ace ae a eae Re SSS SSSA MMS 
H Sea tt aces gM tee ati Rau Ser aan eae ei EE GEE ize CER RL RC oe Ne SSE i yy ybiIokkiks:,iitisssi reese REE EEE ORL OR 
; i{ - OTRAS I AROS LEE See Bates Se rae re nantes napanehn natn nc sorte oe ian hoes urn MeN aN a eS aM 
all i, 
4 : 
} a 
if oT 
a a <a { 
eee? wh! B 
eee. ee 
ee rats 
ee { ; 
me - 
a > te 
a: fe 
ee: | ae 
_ ° oe ie 
: i ae - 
" . ae icons 
ara ae 
oh ce 73%, 
q . ; ss ee a 
— ae 
4 ~e : | * . 
6h “ i. ny G 
im 1 N = : 
i, oe 33 | SS oo 
ae N ee 
q ae 3 | N oe 
ee ee N " 
! so bs N N . ia 
a i \N i inventory control and storage. If pos- tx 
aa h N I sible, we should like to have one ek. 
ti ee N I display that is suitable for both self- we 
eer i N service and clerk-service and that 
\N iB includes @ convenient system for N oa 
fe pe \ ' -ordering. ssi 
, ‘ N automatic on 
Re N Help Wanted terested in: SS ein 
: N rticularly in ight NS Ey 
eons S o We are pe information you mi S es 
as. NS any article oF ing firms. al 
Sue mp trading t 
eae \ A have on sta s 
| Pree ss s — Poster Servigy/} is we 
eRe ee Thea’ eg 
| pitas Winnipes Be 
ee, \ what ere the most effect send me the ak 
BRE for industrial and merd jd you please which ‘ie 
{ Sis Mayes { . « Wow vere! companies Ra. 
er nati agg Oy names of 9 jicas of office ye 
! ieee ae order. but if you can P 4 bress? S se 
ae dae would be much appreciated - eu 
ut Peo N Viecn. A ee 
: Panne Dep e 
| eee W.R.C. Smith Pub Fase 
— | Auanta \ can 
| L— —= mW 
if - . N . ie 
| | a | } ee i 
a) ate “3 SS ti 
Re S aoe 
Bee \ = 
re } N N eee 
an % SS rr et yee 
co : SS cag 
ete \ . — 
4 a ~~. ed % 
or N . AR’s active response prov - 
egy N ‘ 0, 2 -  ¥ Se . : ie 
ie mec OR P, to California ctor . 
j Ey ht q N Monica OD, . ‘ s . ‘5 “ey 
= a doce tne CUCT, 7 
a . NS es | ee 2 lo In oe 
ek: N A 
ee \ a “te | 
} aa N j . # 
r coh q aS me 
\ eae NS 
Se N bs e 
4 SP 5 iraae 
ie \ N Chey (Me a 
et ie \ N My + 195 
¥ Ge i S be helpful in planning « 4p hneon, 4 ne a 
‘ Te eres W. R. Scnasrren een cag ee 
aa Hl N Advertising Manager a te ae 
me eee NS bernical Co., Jopiin try Youlg vw se 
— Ss PY rd Ud agit Rte) a 
ou ce N N to ag? Be a, Sf fais 
7 f SS ae 
ie S S te ee nae 
i \ C—O Ee Bee, ee 
ee \ N ‘i . fatieg ad 
i : NS N Ce to iy 
Aete. N NS 
: = oe N N Rr sy Depa, : 
ot S SS ™ Ro, Rony " : 
rarer SN SS : | 
ee ae N N to dat, es 
Sante SS ie 
j ase faa 
fae »S Seats 
cya meer SS : iS 
ee N > aes 
hea S ‘ ae 
AE ‘ S | fy 
; ae \ se fs 
gas 4 NS eee 
ah = Ra ace 
pepe . e 
ag aoe Werels in col- See 
eee i: es. 
panne s \ Bee iver - ‘ Ee 
Ste jar , SN y 
ne mage PP ey 
fe z { on mA 
: | aes re ae ah 
1 S Req 1) | aS on N beeen Bet ssn 
- : N \ = Sinien come ee pam : 
ar ; \ | | ae ors cn Es 
a ; SS | Serine end a 2 ‘ 
la SS > ‘ . —EE = SECRET cee nes . meeeria xa 
: NY \\ ae - — i EERO RG | See RRR ances a catane amet entahe ah 
a : N Be Bescon a, co -m wha , a oe 
, S bh! a sey S LE OM ee pe EON OR TE EE = 
R SS ee = 4 ‘ 1 Ba SS Bete as an a etn ta ans aie 
1 i eg : Ri Sara ee nance eae en al eg 
a asmmaal % \ 1 d NO Renee Sl 
' : - Sa ces 
| . oe us ay as 
= — es a re - asinily 
: \\} 
= oe areceis = || re aw, | B | Rt Eh ™ 
ee enn a ? x 
Se BTL nt ide ste Pees 2 er toed ie ee Bay Ps : neha 
ey You BES a Bowe, Pocket pret as coe aig Pied a Piers ore NO ois PUN a eee 
‘ SS Mo deh ; : ee Satie oir Si aie rca Me aa eer aaa ft tl Tg Se ea a, Mee Sal arene a Bee Brahe its, Nat, - (ann eset ae ie ee cami RE eg Pee my ta ee : 
Socabe, ry 
= AES 
a a 
Cue oc 
Pes eee 
"ee ee oe Eee ea te er: Sep Rare By ee 4 eat: eet G gS alae PH * ‘ 2 } : Rot + ’ : 4 : 2 3 vc 


$17.59 in Advertising 
Sold One Auto in ‘53 

(Continued from Page 3) 
tising cost per car, it led in total| 
ad investment because of its huge) 
sales. Chevrolet spent $10,661,-, 
320 on advertising in 1953 and sold 
1,342,480 cars, compared with $5,- 
705,310 in 1952 to sell 852,542 cars. 

Second to Chevrolet in sales was 
Ford. with 1,116,267 cars sold in 
1953, compared with 732,481 cars 
sold the previous year. Ford’s ad 
expenditure jumped from $6,993,- 
760 in 1952 to $10,319,786 in 1953. 
But the ad cost per car declined 
from $9.55 in 1952 to $9.24 in 1953. 

In third place in sales, and 
rounding out the three cars in the 
low-priced field, was Plymouth. 
Total Plymouth sales in 1953 were 
600,447, compared with 433,134 in 
1952. Plymouth’s ad expenditure 
increased from $3,316,481 in 1952 


| belong to a family of 


ey're the folks who make up 
the rich four-state money belt,* 
f which Sioux Falls is the hub. 
They're good spenders—and 
Iways have been—simply 
ecause they have the 
herewithal to spend (way above 
he national average). They 

ike better things . . . and they 
ook and listen to KELO (TV 

nd Radio) to tell them what 
those better things are. Want 
to meet these brand-buying 
folks over a store counter? 
KELO will introduce you 

to them—convincingly! 

*Husky sections of 
South Dakota, Minnesota, 
lowa, Nebraska 


Channel 11 - Sioux Falls, $.D. 
JOE FLOYD, President 

j to $5,089,357 last year, or from 

$7.66 per car to $8.48 per car. 

= As in the past, AA developed 
the figures for its study by match- 
ing known factory advertising with 
registration figures for passenger 

Sales figures are taken from reg- 
istration statistics of official state 
records as published in Automotive 
News Almanac and are as accurate 
an indication of car sales as can be 
had. However, the advertising fig- 
ures are incomplete, and represent 
only published figures for national 
magazines, newspapers, Sunday 
newspaper sections, national farm 
publications and network radio 
and tv. 

The known advertising expendi- 
tures which form the basis for 
AA’s study are taken from figures 
compiled by Publishers Informa- 
tion Bureau and the Bureau of Ad- 
vertising. Only new-car advertis- 
ing is shown; truck advertising is 

The figures in AA’s study can 
only be considered a fairly good 
index to relative ad expenditures 
for passenger cars. Excluded from 
the AA study are dealer and co- 
operative expenditures, institu- 
tional advertising of the parent 
companies, outdoor, spot radio and 
tv, cost of radio and tv talent, di- 
rect mail, dealer help material, 
company-published consumer 
magazines, etc. Figures are not 
available for these, and they may 
vary considerably from company 
to company. 

s The accompanying table gives 
the rating of makes of automobiles 
according to sales. If they were 
listed in the order of total ad ex- 
penditures during 1953, the various 
makes would rank as _ follows: 
Chevrolet, Buick, Ford, Mercury, 
Dodge, Oldsmobile, Pontiac, Chrys- 
ler, Plymouth, Nash, Packard, De- 
Soto, Lincoln, Studebaker, Hudson, 
Cadillac, Willys, Kaiser, Henry J 
and Austin. 

Although sales of the Henry J 
declined drastically, its ad expen- 
diture was increased from $226,201 
in 1952 to $559,910 in 1953, or from 
$7.88 per car to $52.28 per car. The 
total ad budget for the Kaiser was 
decreased from $1,819,159 in 1952 
to $1,787,947 in 1953, but the ad 
cost per car rose from $44.35 in 52 
to $78.33 in ’53. Willys’ ad expen- 
diture rose from $2,635,728 in 1952 
to $3,172,110 in 1953, or from $64.26 
per car to $74.76 per car. 

Sears, Roebuck & Co. discon- 
tinued distribution of the Allstate, 
a Kaiser car similar to the Henry 
J, during 1953. Sears sold 675 of 
the cars during the early part of 
the year, spending $92,485 on ad- 
vertising, or $137.01 per car. Sears 
had sold the Allstate since Decem- 
ber, 1951. 

® Viewing the automobile industry 
on a company basis, General Mo- 
tors sold 2,586,697 cars, or 45.3% 
of the 5,711,577 cars of all makes 
sold in the U. S. during 1953. Ford 
sold 1,443,153 cars, or 25.3% of the 
total automobile market, and 
Chrysler, 1,165,357 cars or 20.4%. 

The Big Three—GM, Ford and 
Chrysler—had 91% of the total 
market. Kaiser had 1.3% of the 
market, leaving 7.7%, the remain- 
ing share of the auto business, for 
the independents. 

The day of the independent auto 
maker appears to be at an end. 
During 1953, Willys-Overland was 
merged with Kaiser. Nash-Kel- 
vinator Corp. and Hudson Motor 


NBC (Radio) Affliate 

Co. merged into American Motors 
Corp. on Jan. 14, 1954. And on 
| Aug. 17, stockholders will vote on 
the consolidation of Studebaker 
_Corp. and Packard Motor Car Co. 

Per-Car Costs of Automobile Advertising 

Sales of lead: ng makes of automobiles related to 
the amount invested for each in magazines, news- 
papers, Sunda: sections, network radio and tele- 


Advertising Age, August 9, 1954 

vision and farm magazines during the past five 
years. Expenditures for dealer and co-op ads, out- 

door, spot radio and tv, etc., are not included. 


1951 1950 1949 

CHEVROLET (Gene al Motors) 

BALI... sasacoseavesecesccasssansiaaatsts 1,342,480 852,542 1,067,042 1,420,399 1,031,466 

ME INIT... scaccesseccsaratececvandactessacosh $10,661,320 $5,705,310 $5,819,786 $8,693,111 $8,040,215 

2. ee $7.94 $6.69 $5.45 $6.12 $7.79 

ee 1,116,267 732,481 862,309 1,166,118 806,766 

NT. acacsassissestiassuscaeasssnserenaes $10,319,786 $6,993,760 $6,422,364 $9,415,551 $7,756,374 

Ad cost per car $9.24 $9.55 $7.45 $8,07 $9.61 
PLYMOUTH (Chrysler Corp.) 

TTT... ssacsconecansasbidesoasassausesvas 600,447 433,134 542,649 547,367 527,915 

IE ia. secsunnnssbiedinisbnsobtaninnstnniie $5,089,357 $3,316,481 $4,390,353 $4,320,558 $4,325,797 

re ee $8.48 $7.66 $8.09 $7.89 $8.19 

UN NIL d sais sxccasuconcdsssndosadeaviagekess’ 454,320 310,806 392,285 535,807 372,425 

II sc ciccictsccssivenranaciseenaarste $10,580,921 $7,404,122 $10,256,584 $9,887,906 $9,537,791 

EES reer oe $23.29 $23.82 $26.15 $18.45 $25.60 

PAR rac, os ossccssnsssniesdbdsossitasisedensria 385,692 266,351 337,821 440,528 321,033 
RA NIININI, «5 ssscsssnsssedssseainiesscesverseses $5,999,081 $3,161,835 $3,510,572 $4,174,114 $3,802,410 
RIE os, cassucssisdseiccassaaavedivesiies $15.55 $11,87 $10.39 $9.48 $11.53 

aan, ssa ce seucasasideatackescnosesssdunies 305,593 218,189 273,472 372,519 269,351 
III ssc siesainessteessiiesbess txabvevaiene $6,217,106 $3,961,264 $4,549,299 $4,621,253 $4,019,836 
MINI 5.5.4 csonssesscsndnancsecessnecsaberes $20.34 $18.16 $16.64 $12.41 $14.92 
DODGE (Chrysler) 
IE sivas cons nnckackessadwicacicennasess 288,812 246,464 298,603 300,104 273,530 
I sc. xteiss ciaktiastisoredseensieis $6,230,060 $5,360,043 $5,055,922 $4,561,511 $3,057,176 
IMME os. sasscossssscsarcasssacacaseasvin $21.57 $21.75 $16.93 $15.20 $11.17 
I cade ks os nase sekvstevevesssusstureemeaeees 287,717 185,883 233,339 318,217 186,629 
eI 22sec cssbucesnuakeansnccdteancences $7,994,715 $5,023,731 $4,777,885 $5,605,011 $3,404,747 
PUNE HAE GOR onc csccnsisscciscrcscssccscsasssess $27.79 $27.03 $20.48 $17.61 $18.24 

EE Balada Gisscsssescicersansdddccsccascaigutaces 161,257 157,902 205,514 268,229 199,460 
II ccs cudenssnacesdsnsstnnsctiesarstntsec $3,913,178 $2,660,603 $3,273,884 $3,577,067 $3,530,250 
I ON HIE 5s scsecesvessnscesexsenessasecscavss $24.27 $16.85 $15.93 $13.34 $12.68 

MIE Setteagetssseacevensivsnacisacnnsssasvnaysdsosne 153,756 113,392 149,435 151,300 130,516 
IIE ons casciccepascsavearstaeisssaeheass ice $5,433,074 $3,868,512 $3,389,231 $2,816,673 $2,245,066 
II NIE MIN 05 ccasagsccavendsascocssasucsieaseses $35.34 $34.12 $22.68 $18.62 $17.20 
I I diets Fit ach; ccandiatiendapenaseadoiacacices 137,507 142,520 140,035 175,722 135,328 
I INNO sas cassssasiesiassvasasiaciecncavesvis $4,412,412 $2,904,824 $3,443,248 $3,383,414 $2,913,723 
NI MUM EMRE © 6s ic cssicisocaicsancctsoicascesnccs $32.09 $20.38 $24.59 $19.25 $21.53 
DE SOTO (Chrysler) 
RN NII ede elctghcs sie sccisisessscetescasccncducssnsse 122,342 91,677 112,643 115,023 103,311 
NN ag aos scasaceanicdsiacetesc¥esicicoiss $4,110,102 $3,224,172 $3,931,809 $2,459,168 $2,445,693 
MEE SOIE 55. ciascsusncsssseddesesnscvacaseine $33.60 $35.17 $34.91 $21.38 $23.68 
RI SITS epah acs stiecesssssssenesecsascsivnedsesss 98,612 87,806 97,093 101,825 80,880 

NE Wh sas sesckvasvisacssesicsccsSevensvites $3,420,435 $3,672,920 $2,396,919 $2,868,139 $2,627,168 

PIII a siscsscuiasciscecsesecacisvendjeeeses $34.69 $41.83 $24.69 $28.17 $32.49 
ALG ik akoesss00005csdsksvekasossbeviasecenias 71,079 66,346 66,999 73,155 97,771 

I an6s cccssiscusssiscsaceicosasresentsts $4,166,659 $3,617,417 $3,106,335 $2,078,668 $3,052,409 

os cci'cs sacs nahctipsnaeataneuadeaaass $58.62 $54.52 $46.36 $28.41 $31.20 

I Maciliacasessecvesseneciessvcbicsibscsacoesyses 66,797 78,509 96,847 134,219 137,907 

Sp 60 vss gs sncavsnsassuisesserdvcesvasesee $3,611,802 $2,713,668 $3,103,780 $3,255,884 $3,727,031 

Be IE ui skescssscisecssseseissccsacevanvens® $54.07 $34.57 $32.05 $24.26 $27.02 
*WILLYS (Kaiser Motor Corp.) 

I I ainbecdaich es si css ccscicevecscecsesdscictvcsconss 42,433 41,016 26,049 33,926 28,576 

Pe aa tri sx ssc uccssniaseresscccéancancescecs $3,172,110 $2,635,728 $1,131,831 $528,013 $1,892,460 

I I oes sucesssasscseasassecniekostecesss $74.76 $64.26 $43.45 $15.56 $66.22 

RE Ii eibede eisessvnsscansxecseecbecteescbioes 39,169 29,110 25,816 34,318 37,691 

PE IE ies ecscccccnssscnccnectievtnapencie’ $4,049,469 $3,147,147 $1,823,434 $1,960,798 $2,445,845 

BE Biss 00sessrscecsasennspnsesatetadesestss $103.38 $108.11 $70.63 $57.14 $64.89 

I Sel altdte sss ses sdesvecsvvedenvaseccectncnics 22,825 41,022 52,286 85,832 57,995 

I los secs casecstssansiessntaseasoviaeens $1,787,947 $1,819,159 $2,203,370 $2,040,042 $1,654,230 

IIE 16000... svesscvensvicetecabeccesesioes $78.33 $44.35 $42.14 $23.77 $28.54 
HENRY J (Kaiser) 

RN I Mit thin ones eccasaicunivscdseiseebeevssicce 10,710 28,718 51,372 14,339 a 
IN 05 5. c0sssscebscevensessesdecnssveveses $559,910 $226,201 $549,551 $252,668 —-- 
PIII tss.0.s2.cessesessnsariabasoseneogsss $52.28 $7.88 $10.70 $17.62 ——- 


I tr ohes...scuassaseseceshecetvaudenesenis 3,087 4,804 3,800 5,452 me 
IT Suis. .svssodecaseeesciowsevecsvecsere $189,235 $209,536 $189,059 $169,754 woe 
er III 58s secsscsnsceqssnsisineseedasonsases $61.30 $43.62 $49.75 $31.14 ee 

*Kaiser Motor Corp. merged with WillysOverland Motors, which formerly made the Willys, March 25, 1953. 
Figures are based on (1) Automotive News 1953 Almanac car registration statistics, (2) Bureau of Advertising tabulations of 
advertising expenditures in newspapers and Sunday supplements and (3) Publishers Information Bureauy data on ad expenditures 

in magazines, network radio and tv and farm magazines. 

Mueller Succeeds Dipman 

Robert W. Mueller, formerly 
managing editor of Progressive 
Grocer, a Butterick publication, 
New York, has been appointed ed- 
itor to succeed the late Carl W. 
Dipman, editor for the past 32 
years. A pioneer in the develop~ 
ment of the self-service food store, 
Mr. Dipman was author of several 
books on food store operations. 
Two years ago, a business journal- 

ism scholarship fund was estab- 
lished in his name at Oberlin Col- 

Hays Gets Vermont Account 
The State of Vermont has 
named Hays Advertising Agency, 
Burlington, to handle its tourist 
and industrial advertising and 
publicity. Supporting the theme, 
“picture yourself in Vermont,” is 
a $2,800 four-season prize photo 

contest. More than 3.000 Ansco 
camera and film dealers in 15 
states and two Canadian provinces 
will display and distribute contest 

Cosgrove Names Doremus 
Cosgrove & Co., insurance broker 
and average adjuster, has ap- 
pointed the San Francisco office of 
Doremus & Co. to handle its ad- 
vertising and public relations. 


ee car RS RR RR a 

la aS ET TRE | 

Beek man. > Bode Oe SSA Et Jutta t ese eee fee" Se ies Thee a Eee Bee hOB hae Bs i he cere fo Soe ieee aoe ene iy: Cae ne Ren as Ne Mites ed RES A POAGe r/c UM eRe Aare oo Sr ee ek OL ee Lam ea Taig gt oh ONT ok oe EL ot ei) WEP ated ee ote ap Wt ly as ORM ee te ee gk ekee | SRE VY POY Ba ee EAS 5g et, On ae 
VOR: AN igre COL the De eee ge Re ROSE bere a tn et Neh iol a ee FOAL SL ARS ee aoe Be Ro Re ee bee ey me sgt SR iene ons, eee ot : ieee : Say tie se ps See a ee a y eo mae Mivig Vind iine Nek ce Ms of pat Ce CUED RANA ee 2 RO SE Fe Re 
RE Bi th Sa shins Sater 4 Fiaiigs 7st Vas Binge aes Ur peithge eR nck ha Mag aaa, Em OSS 5)! RM Raion Teaiaes te” ce ac ae 8 Fh de ameuate Wma £ Se piles eae ek ei tol een a i a ee DeOE eS ee Re ce Bn ger fit Maen gee ame ans ig? ie’ aa 4 PASTE DET Malte Spee Meo a UT Ee ceil EA SOoe te ie cme de 
SY gap. svete SP eats eat, ee poe ek gn EN MERE C18 Me Ted Se ag OES heehee ee age sa ad Se ee og yee BPA OO ae SOUS RAPE PSN sa iV nea Gtx iced SENSE dia pi 8 ON ae i 
es ry SOR: SRM Baie SE Cy LS ie Se ae ete ca oc ee Tt ol ee ONS Bag Ok i ee Bee Sop RR BRE Lam Pet thes cd Dyer Pe eA age menage pt oe ee ead Ane wee, ena Skat ANY io Ate Ngee SEP AL ne! Oey eR ws eS Te ade ie AMARC iy tee Cathe, oy ere st cc Fase ena cae PA lee aa OCB | 
i eae. AT Me emeE Res rune taueaee y's ange SiMe.) 49 me pt eae. Daan nae ROM Cs 7 tach atta ag RRS ES Sor 12 TE RRRDRE. nl gar See EEE he A oe EME SEs RG es eR iy Solem OMe ee Sap AO Ser Mes ae ete ha Soa eM Ae eine 
at wie iis oP page Bes > amate anak: < en ee So ih eMC RC ae SG <n Sr ao me, He RDN eters = aie ae Steen fer Nes aren MES hips Sa ee eae he eae gece el SR Es ei a Steere OR Taeiactega eg ec’ Ss ee Sak GB BeBe nae Rr ie eae ope bot teehee 
: as at ene aad Jaane xo y tet “ a, Neg : ah i Sn ie oe i, Ss ee ae Meira he enw - oe Sei eR mee Nor GE 2) sees Beis USS ER ia ey is ee On ag ee eae Aa ee ahs wae a : oe Se lah ar reese gems 
fat eS Oe he ood a rites tee eye to : Bi, ei ene rg Yi rmeae ae ate tp 4 a i net t a” s hat FN ae ae Feit i ACG Pia a 
so ks eae ee ab ee Pe oo ., ae € ok. & Jena Srarglaat Ore! e 3 : : > a ieee a ayy Se Lo a fey . Le hows yet ae Ried Seca. Ae Fe, ; ae see et oe 3 
pee iain Seite gE 2 oh an Stal es ieee aortas oo : i ah Se Cra F : - P ‘ t ¥. i oat Sec i * slags Neh ON See 
bea ee ; i “2 (hoe Sey 
is eo She 
: + ‘ - “a 
} i < 
| i. : a 
| ) 
J we 7 
F 7 
j | 
| eee }, - 
; : 
of ( 
TY | i 
‘ x! 
: | 
{ } 
| | 
bas H 
as GAG i { i ee: 
pe é a 5 
oe Ez ane eer’ 
ao Ba 
: Gor ie RR aaa 
sie Ms or oe 
ae Pee se a 
2 aa 
awe ) eis: i 
ane nvr Gs 
: gas mee er fs 
i Bete tag 
sake | Peete s. 
ae alec ica 
eee Bae ay ans 
ths bE Sagal re z sl 
ae eet a, 
ane @ Sa. 
came aE erie 
ibus re 
a $$ po} ee 3 
Be ea 
| - 
— | maa i 
cage | | erates 
any fe oh eee 
‘ co BPs a 
Sh eee oe 
Fh . pe fo wa, ie - % q 
ar s i Bes 
pabitel: om gs a Ae a 
ee ae Sag e pea ae ie : 
Bae pe 3 ie : j : ¥ : 
seer ae oa eee es 
ee {a ] aa ‘ by 
pe a 
ee . q 
i zt a a | ee oy 
seat Bs i oo 
a 4 oe - oe ER 
9 ee % ix Sreaene 
i ee i ii anit a a | Bos 4 a 
eet a ‘ 4 ii: - | Bear . 
Z pastors pone = Oe Cae 
iD oa ‘ “i ae J | ee eee 
sce yg Pe ee 
ited & é yu Meta Pe ae 
oe , oe re ee 
ee s ke | aineae waar 
ia ae GER oe f nae 
pete — 4 ae oc } e a9, 
rad rs, P ae ta eee BS 2a a'g cea 
as - Am o% as | eer 
see 4 ' i ne Bes eee 
BS gs wi J ee. i E “eae reer 
piety Be ll : Ete sith fe: | aes a 
i ih ’ SP a, ee Bc) poor 
= Bi eee ee anaes 
aa ie 7 Be 8 ae 
# Bi ot aa ee ei 4 
ha Paar ae 
ae | eee 
ee Sac <a 
Bae ch 
. Saas 
Hoe ve 
oes N ' ee oe 
pele oe y i pes 
bins \ pee 
ae — Clee 
j aa 
. )y — 
W i eee 
3 ae 
Jets wa ae: 
¢ > | Sao 2 
‘ —/ Y pages ie 
i a J eae ae a 
nd \ sees 
Terie 7 = y/ | ieee ves = 
awe q ‘Ge te 
ees p e,. A H Ro. 
WEE “a bene age aM = 
aes. pian se Ne eee /, a 2 ee 
Fegan er « eos 
ey ace fy Hee fae 
7 _ = i Tee pes 
a ee ie 
ES nme 
rte see ae ag 
at Rone f 
aa ies 
; ne 2 ont aaa 
rue ee 
eS ihe : | =a 
cece ae is 
ye ‘age te 
line {ane 
het ‘af = ee 
er =, yea 
as eres 
es | AON ah ane 
‘ { Bi ae 
‘ le ood 
pe Ea, Be. Re 
pee ep esti LG 
ene see eet 
ae gies elker, eae 
eee Sees! 
eae oe Lee 
ei wine, 
ee , oe 
ks ‘ ma Ts ae 
petpuae eX a 4 : , 
Re ue Li lig EA aac 
cece Toten Pers or Seaers 
cane Ree gprs 
nat ae ae ie ten 
oe a eases 25 
Sorat . een” *s, 
i NB al eb: eee 
Re ke et ee 
Bs f Fa eS 
Meese s. oh 4 aie 
Ores, a 
ee ae 
a 4 ee 
Pia oo 
ph gl eel aes 4 on 
a Ee” 
Bi el 
y - | . sa 
‘y — sae 
: Be : | | 
Te fae ree ae ced 
oy "a aaa | pee: 
se eer 
ses Sa 
‘S Peeve, 
Bes lanai 
De aN 
oe ~~ Bi EL 
‘ ‘ <3 
° en 
| fe gt 
SEG areal 
* GS Se aes. 
te ee 
35 é Z ~ dict : 
; + . f : ae = : ‘ Q A z P oh a Poet te 6 SS at SFP a eee ten 
Est A ce ae EN e ie hy eM es en, a ge LR BY : ee FE i lt SS He, i a Re : foes Ms ale Darcy ; z j F Was: “ae , : - Te 
Me a See By le ee a 7. OE Gate Pde ae ee al ae 2, See £ ora S. th vote 2 don, Sa ed aaa! 5 ee ee he Sa ee er he ie oe PA a) ot ee eae he Sigh whdoaal a ed ar eee . & Rh IE eT ge, Ble Ne * - ae a: Si pees ge ren “> 2 te ©? a4) 

Advertising Age, August 9, 1954 

Ad Expenditures of Big Three Auto Makers 





nine months of telecasting. Re-|‘Minot News’ to Small, Brewer 

iterating all-too-familiar phrases, 
1949 P. H. Wire, president of KSTM- 

Cars sold 
Ad _ investment 




TV, explained the suspension: 
2.075,155| The expenses of operating a u.h-f. 
$28,027,420 | Station in this area has proved 
$13.51 jgreater than the possibilities of 

Cars sold 




support from sponsors.” 
Mr. Wire said KSTM-TV will 
1,031,886 keep a skeleton staff and “vigor- 
$13,606,966 ously pursue” the application of 

Cars sold 
Ad investment 
Ad cost per car 




$13.20 | its owners for a license to operate 
on v.h.f. channel 11. The v.h.f. 
904,756 frequency also is sought by four 
$9,828,666 | other applicants. Another St. Louis 
$10.86 |u.h.f. station, KACY-TV, suspend- 


ed several months ago for similar 

The News, Minot, N. D., has ap- 
pointed Small, Brewer & Kent as 
its national representative. 


Serving Michigan’s rich 
tri-county Thumb District 

offers a 
City Zone 
Population 62,283 
Daily & Sunday 
31,000 plus 

\Department before joining the| posing rooms of several New York) reasons (AA, April 19). Retail Trading 

New York, Aug. 4—Leslie Tru- 
man Fossel, 38, an account execu- 

‘Lasser organization. Mr. Lasser 
died May 11 (AA, May 17). 

newspapers, he established his 

Zone Sales 



own business in Brooklyn and in- |Headley-Reed Boosts Hogue 

tive with J. Walter Thompson Co., troduced many innovations in 

Advertising Mgr. 

was found dead Tuesday night, 
with his wrist slashed, in the 
kitchen of his home in Westport, 
Conn. Local authorities listed the 
death as a suicide. 

Born in Elliot, Ill., Mr. Fossel 
was graduated from St. Olaf’s 
College, Northfield, Mass. Before 
joining Thompson in 1951, he had 
been an administrative assistant 
to state supreme court justice Ray- 
mond E. Baldwin, when the latter 
was a member of Congress, and 
had also been an assistant to for- 
mer U.S. Senator William Benton 
of Connecticut, one of the founders 
of Benton & Bowles. 


New York, Aug. 4—Perry F. 
Jacobs, 53, senior partner of J. K. 
Lasser & Co., certified public ac- 
countant, died Aug. 2 at Mount 
Sinai Hospital. He was graduated 
from New York University and 
New York Law School, and from 
1921 to 1943 served as an internal 
revenue agent of the Treasury 

In PEORIA It's the 

O. C. Summers “a 
Nat'l Adv. Mgr. 


® TEST and SELL 

IT in the $600 Mil- 

lion Market at ONE 


® Metropolitan Pe- 
oria Ranks High in 
the 250,000 to ,000 

pop. Fo oO. C. SUMMERS 
28th_in POPULATION ... 3rd in 



Nationally represented by 

The Ward-Griffith Co. maintains offices 
in all principal advertising centers 


New York, Aug. 3—Joseph H. 
Curtis, 37, an account executive 
with Donahue & Coe, died of a 
heart attack July 31. 

A native of New York, Mr. Cur- 
tis received a law degree from the 
University of Virginia, but be- 
came interested in advertising and 
was associated with Biow Co. and 
Weiss & Geller. He joined Donahue 
& Coe in 1952. He was a son of 
Jack Cohn, exec. v.p. of Columbia 
Pictures Corp., and once served in 

the advertising department of that 


Hillman, former manager of the 
direct mail advertising department 
of Curtis Publishing Co., died here 
July 31. Mr. Hillman had been 
with Curtis for 32 years before his 
retirement in 1951. 


New York, Aug. 3—Arthur B. 
Poole Jr., 59, executive assistant 
to the president of Metropolitan 
Sunday Newspapers Inc., died July 
31 after a short illness. 

Mr. Poole, familiarly known as 
Sam to his friends, joined Metro 
in 1932 when it was first organ- 
ized. In 1941 he was made western 
sales manager in charge of the 
Chicago office. He was appointed 
executive assistant to the presi- 
dent in 1953. 

A native of Houston, Mr. Poole 
came to New York in 1919. His 
first job in advertising was with 
the old Power Farming Press. In 
1921 he joined the national sales 
staff of the New York News, where 
he remained until he joined Metro. 


| New York, Aug. 3—Harry Stein- 
|berg, 72, founder and board chair- 
man of Steinberg Press, died Sat- 
urday. After serving in the com- 




San Francisco Office of National Advertising 
Agency handling major grocery products accounts 
has exceptional opportunity for TOP CREATIVE 

idea man and writer on food and grocery accounts. 

No others need apply. Salary open. All answers 
held in strictest confidence. 


Advertising Age, 200 E. Illinois St., 
Chicago 11, Illinois 

2K OK KK 2K KK 2K > 

* COPY GROUP HEAD. Must be experienced 

2K KK 2K > 2K KK 

printing, including @ process for moted from a salesman to sales 
the use of stereotype plates for 
rotary web presses. 

KSTM.-TV, UHF Station, 
Suspends; Seeks VHF Channel 

KSTM-TV, St. Louis u.h.f. sta- joined the sales staff of Headley- 
tion, went off the air Aug. 3 after | Reed TV. 

Richard P. Hogue has been pro- 

manager of Headley-Reed TV, 
New York. He replaces Barry Keit, 
who has been shifted to the radio 
‘sales staff. Coincidentally, Austin 
‘Smithers, formerly of NBC, has 

Merchandising, surveys and market 
data available through the 


Your inquiry invited 
Nationally Represented by 


The Word-Griftith Co. maintains offices 
’ 4 
in all principal advertising centers 

What's Neu th i 

Mouseusares + 



Because it gives hardwaremen live industry news, the latest 
on new products and trade trends in an easy-to-read style — 
your selling ads belong in the tabloid format of 
HARDWARE & HOUSEWARES. Every ad you place 

is next to news . . . you're assured top visibility . . . and 

there are no ‘buried’ ads, ever. Decide now that to better sell 
the hardware trade, HARDWARE & HOUSEWARES 

is your best advertising choice. A free copy of “Selling The 
$3 Billion Hardware and Housewares Market” is yours 

for the asking. Write today. 

Hardware & Housewares 

The Hardware Newspaper 

Published by the Irving-Cloud Publishing Co. 
8th Floor, Daily News Blidg., Chicago 6, Ill. 

REF ee PERE DOYS idee ei) Seon AE a Mn Rotts Mi hg ge 8 S.A Rie Gea, CaN Nera a has BOS no, Ng eieat MMs. Rene NS gee wall RT me iy. tS 8 is a A oe VE EER ty AE svn beady Maa a rerume tla gt as les RE NS ary A OM 7 Gh amet Neer ee ace RS ew CS PMN ai Rs Se SEN Tete 
rotteg alt ee } ding Fe cipro A Be nies hee ge & Ree Mee ah, pins Fy aS, eae whe ge Shee Ra Boey eee pg aOR IN Ty es Ses Saar Pagid a Fah aie Stes pene MoE Ge ods hin OE eae ty Mien hes oe tree ess Cael Ne Be aye 
Bh aN Ge Hy ERS fee gw tery Ni RC eRe eT yom reas cae GN SCE: ROM gee mY et REMY Dee Manatee tre oman gs Gat SSS nab ha ot 7G Ran eA SN EON MRE REC SAN Wetec f Aen ee weer pe a cg tk etme RR GE Is oe OT 
Sas OK eagie sae ey Dopod borat Seti Es Ne ie eee Be eg ee eee ae Gy ea ateisch gesture Bees et Me ey is eit hr lee hs ee ee BE Se Natta nia See Rt age 3 a se 
eC ES at ened Mie ee ORL Eee ee 5 a | a) oeeetiacrre Uh ae  Ganen sa GR og oS ge ebm gc 
US | ve ene ssi? en a ; oe: ‘ es eae ‘ eget oy ee ee ee ? . ig ees rang a eae. es “wep ied Gey ao) ee toad inet Scala lie a tae eee 
weet ce PCR. Ue 2s eee aie 1 eee Beene ie ie 6 oe : de Silt aaa We ae ogee ee, re aes en oe Te ee wht oe ee ee stiba 
= pera : § s , . ‘ E , (oy aes 
Se “a 
\ . 
7 ee pe 
Bo a 1953 — Ld —_ 
2s Caen EEE 
a | a. mein 
\ : | Ad cost POT COP nrccccccccerse ccceecccsrcsccsscense $14.26 Pp 
i} iy 4 ss 1,443,153 | 
i | Te NN Geaiceccscicntitcercsienicicisnscsss... SUG RRO | . i. 
5 _ i ioe oicicccesbcchisititsvsessicecersts $12.72 : ‘ 
H } | a. 
; » 4 
ftiecsinesecee AG > Me 
i we yr 
i I $16.60 dg 
iy { See ee is scaerenenanreerrnreeaensaeeasamcmmemmmmmmisial - - : 
ts 7 
F es 
q : vr Al Goetze 
Pe a : 
i.e as 
HR ae ie 
a Pee 
4 Beit, gale 
mo 7. pe a 
RE ; — 
i eee stint ema : 
ef i aS \ i a3 
Sas —————— EE se * 
deers - 
ee : 
- =e ky h 
a seme ] = 
j : : SUNN : - — , 
a a — - 
ha Preview of ueyeeees, es, 
i a of New Products, Promoti 
Reese Will Intr , tions Ex ue 
ae ——— oduce j; Atlantic Cty S ors 
ad f P q*3 Z * ' Retai) ~~ eee 
i ies a ee / Wah k. H U an } ps sant! Besivess? } } ‘ame 
f 2) Sie 3 “* mere epee, 7 ood a j ‘ 
ae | At arr 
i) | Mentis City Exhibing le || a 
_—— | Lower Retail Add 60 $200 in Convent ~— I ag 
(ee | Stocks Holl for House ” 
.. | Will Push Buying . 3 
rick | ae 
ie tes a Set Bes 
uoet: - i } 7 MH eon ¥ » j ie 
> eae «tered mae GO thet Sart tay . h ae "es j - 
iets nA Soon: a Ae ee | - 
ae © am Toy tS nhhaerg Ts ete wa ie Bar ay ee - 
ee es SSS eee a | = 
i. a Ar es wn Per Sak. ress Kee * 7 ae , ? . sx cf molt 7 } a ae 
q ae ior 7 “pep, Wosvwrearn Riches Hardware ts Bs me A ani si et, hata bianis, Siow °y | hee 
iii se \ | rare WS are ty Pee ee oe | _ .., 
! e = et sneak wae it “a ay, et 4 4 ty S 
La ee <a’ * en 3 ae ae 
ceed ! - ate <n seg 
eee en ‘ eae sake _ ” ees 
— oa ' ders a 
bie { Re ae ae, ‘ ae ae eee cine ae eee Pa st ge AT WET: Be 
} “ es ‘ ee a ; * P ean ere Mere ns eth 3 CO Egan Terao ee 
i a roe : & ° oe: eae ie 
Sar aa | Berar ant one . see 
a ( ye 
| | "EEE | ,. y ee0e : 
ee : | 3 . mathe 
; m6 : ae ‘ a eon ‘ cde 
f | aes Soe 
| Tr ee \ 
' ae . a | = 
\ oes pn ss , <7 
a , 3 ; . Si te 
i se ci 
. eats ae 
—. ~—r4 a 
a a Pe 
ages | i 
5 ks oie * | ts 
a: ie | & t & wee 
Series Shh ‘ 3 a pe ‘a 
oes C bet DERE ge ” 
ee ie i x mee = , 
; ts se f # . aE yee: Meg 5 ed "eh aed é 
ry ie oe ' ‘ 
Nee: x . 
is * " 
Bribes ss at 
’ ~ a 
’ <f ek ¢ * be 
pe ve 
bs * 
'; a. * ; 

i * 

; Ss é » =. 
ey ee t : 
ete oY 
are | 

M Acie iy on df ’ "¢ ¢ d ii! ee ated : - flit “ $4 . Pe 3 s : - ° "i = 

Dallas, Texas—Monday, July 12, 
of this year, was the hottest day 
in the history of Dallas ... which 
means muy caliente in ys 
language. The thermometer hit 
110.3 officially, and street-corner 
readings were much higher. The 
populace developed an _ under- 
standable affinity for air condi- 
tioning or rest under a fan. 

Yet, during this day and the 
108-degree Sunday that preceded 
it, 17,000 people in Dallas drove 
out to see a $47,000 “Enchanted 
House”. In an eight-day period, 
the hottest week Dallas ever had, 
48,957 people visited this dream 
home. At times the waiting line 
stretched for a block under the 
blazing Texas sun. 

The “Enchanted House” was ad- 
vertised exclusively in The Dallas 

Newspaper Promotion Hotter 
Than Sizzling 110 Degrees 

Times Herald. There was a single 
story on Saturday, July 10, an 
eight-page section the next day, 
and scattered items during the 
week. Said Mrs. Marian Flanigan, 
promoter: “The results were al- 
most incredible considering the 

All any newspaper can offer its 
advertisers is friendly, interested, 
action-provoking readership as 
measured not only by circulation 
but by specific reaction. 

Reader reaction to The Times 
Herald is illustrated by the story 
above. As for circulation, The 
Times Herald’s total net paid is 
more than 160,000 daily and 165,000 
Sunday. In Dallas County, The 
Times Herald reaches in excess of 
24,000 more families daily, and 
28,000 more Sunday, than any 

other newspaper. 

The Times 
nationally by the Branham 

erald is represented 




PIONEER—The new package on the right, designed for Bartlett Potato 
Chip Co., Wichita, by Cupples-Hesse Corp., St. Louis, is supposed 
to be the first time a polyethylene package has been used for potato 
chips. The potato chip maker says the new package, which has three 
colors as compared with two on the old package, has brought sub- 

stantial sales gains. 


s Lorn FANKLing 

Watnut PS 
Cow BP ice $4 

mt tie} 
h > 

° @ , 
Marior Y8ahinwitie 


Raion oe 

Harmony 6 jes 


Thomasville B 
@ Erianger 

biseger ft 

wood Lexington 
Qy ath 


Granste Quarr % 
@ China Grove 
© Rockwett 

> Gre 


msboro os 

Lcawan r 

Piatt oe @ 

S Boston ® 

: Danville 


2 Wired 

Roxb ‘ :. 


OG Atior 1 
: e SMe vm 

‘SPrabarm Haw ‘ 

@ High Point Cran cw 
r err ale an? 


ae. ° 
Asheboro® Av Seu 

er tgs O 

© Seagrove 


Troy BBiscae? 
Candor O 


@ Siler City 
© Haniles 

Car Boro 


} $< 

Carrboro @@ 

sapowe Rae 


here's a king size market 

snide 3 

The tobacco industry is ‘king size’ in the Prosperous Piedmont. 
Planter and producer combine to make the Piedmont section of North 
Carolina and Virginia the world’s largest producer of tobacco and tobacco 


Payrolls are ‘king size’ too. The 1,700,000 people r 

eached by 

WFMY-TV spend two billion dollars each year. They make up a lucra- 
tive agricultural-industrial region that is one of the top television markets 
in the nation. Only WFMY-TV reaches this entire Prosperous Piedmont. 

To get ‘king size’ sales in this ‘king size’ market, ¢all your H-R-P 

man today. 

Basic Affiliate 

Chanel Z 


Represented by 


Harrington, Righter & Parsons, Inc. 

New York — Chicago — San Francisco 


: moanrinsvn se 


Landers, Frary Sets 
Drive for Vacuum 

Goods, Housewares 

NEw BRITAIN, CONN., Aug. 4— 
Landers, Frary & Clark’s non- 
electric housewares division will 
launch an advertising campaign 
in September on several vacuum 
goods and housewares products. 
Fractional b&w ads plus some 
color pages are scheduled in 
American Home, Child Life, Dell 
Comic Group, Field & Stream, 
Good Housekeeping, Holiday, 
House & Garden, House Beautiful, 
Outdoor Life, Parents’ Magazine, 
Premium Practice, Sports Afield, 
The New England Home and True. 

a The campaign will be concen- 
trated in five markets. Outdoor 
picnic accessories and Stanley 
vacuum goods will be featured in 
sports magazines while the new 
Tab-L-Top food chopper, three 
health scales and pitcher set will 
be advertised in magazines for 
home and office, and in premium 
and gift magazines. Fourteen ads 
will be directed at the back-to- 
school market for the Gene Autry, 
All-American and Flag-O-Rama 
lunch kits. 

Universal’s new goods include 
the Huntsman’s and Travelon out- 
ing sets, each with two vacuum 

atroswuct | 
, . 





bottles and a sandwich box in a 
nylon carrying case: a 24-oz. 
vacuum pitcher as a companion to 
the Coffematic, and the food chop- 
|per, health scales and children’s 
lunch kits. 

| Goold & Tierney, New York, is 
ithe agency. 


‘McAdams Associates Names 2 
McAdams _ Associates, Chicago 
medical agency, has appointed 
Joseph Phelan, former designer 
and illustrator with Tempo Inc., 
art director. Gilmer Totten, for- 
merly a writer with William S. 
Merrell Co., Cincinnati pharma- 
ceutical manufacturer, has been 
appointed to the copy staff. 

Globe Chemical to McCarthy 
Globe Chemical Co., Cincinnati, 
has appointed L. F. McCarthy & 
Co., Cincinnati, to handle its ad- 
vertising and sales promotion. 


Yours or Your Competitors 

From newspapers and 
: Gooesioes pasmes 

roughout f ° 
Write for booklet” 

» Vee 

ae ee 

gE Sg omega SS : 

ee a 
ae een aa aa 

Pe hah Ag eh ad 4, Ge Rt, 2 ee, TR Me ae ya Fa vie Cet eee. Seen ae a ot) bes 335 ena PT DAE a Rae Woe ete, 2 Se ih ee eee BPA a Ne ME nth dk Pile De ON ABA int ps SOA gered Ae bbe SiS OASS Cae” Bee a a Bike CCUIND EN aes imh ee ee MES Vr ae Oo bg La art a as Sag Bis Ra MOB a Mc dE Bry ee meee: 
Oa See th a Me eae Ned. oe, ey Nee oe ae : tral SD Sng ihe aie TR A . ‘4 pigs se 4 J . oe “ene Wine oar i A By 5. 8 Se eee Aas - +; tr ies. =e bt oe a Made, hy FES SR POA AA eek 0 hed BF Oe ean 5 
Si eek aaa Seka mee ee ae hata Gaia ata hy CR Tah aie AMINE a cb oc LSE ait mat eg sa artegs 8 ny LCs ea See Cae Wie ae eS Fhe Pon |S REPRE gs ae eR Phe. ie } abo ha ic es aN oak UME EMS Ie: ON gtr We ae OF Siena via Steer So eae 1S OS See ae Be SC 
fig Re ek ae Saab esc Ns Mie De hegee Orteastg , SNe ae Slate SURES re he ga ha Uae Rigg erg Tne Metin ey S OCaR dee lg ANd Mae pr CN UE are he SRNR gg a te RS NS ot oan we APE eta REO ITED a in rae Hust A Pauly arcs Suter oe tat cai ome ie cake Nah Sdocey eee in| 
pe NR ee Somer tone Sie) aagsee CN Sp EO ae, Ak 2 eet areata ten ae. ne tase PY iE Ss see RRS Oe rare Re Th Eyes ae Se i aa eae i aR ae ence BY) oR) ei SES Rie MEE GEM EN He rs Shean pe ote eo ee Mc Pitre phn Aig ae Ber ey 
meas y soe tes StF SEN NM NOt Sg Ae eer pee ae tet hooey 2X go oy eee AY Re Sy Pay 5) Pie hee, Be Bie ery en ie mh bcs d poe tea es SG ced Bo ae Ne eo RS ey a Joey eg LAL Y enn vie eS hated, pit aisle a GN age Dare. pats aati 
DRM ae is Sots as Bes Tt a ME yet ask) ee ER OE nat: ned a oe Sack I ee Jw gece Sete Beer gy Peete 8 EE Teg ee Mek A tee ip ga adres get.  Sae igen, eee eS. SAWS, Coe einen, Me Cea are ece wes Pe Me oRen, = apa Ait ree ange Maes AU Pe eae 
ig NES RR . z yeaa ae 2 eee Seer wt fh Se ag, Mae Shh ae ea Bh ere eee Lae og Rapes Ea teria gh pe eas ae 2 ae ae eo ay . SS ie, Sean Te en ae bss No agin 5 oa MIELE CS nd NRO OC a ee Ng Pin eae at REG eng Meveg 
‘ie BRE SE «Niet aie eee ot FT ag ae ner aie nee > om gigas RR TS, NE ame ROR RE 
a ' : i , 5 ; : wy , i : Se eal ae RP 
oo ears 3 
; es 
aie > es 
66 Advertising Age, August 9, 1954 | it 
‘ ‘ ! 
. . | = | 
: ’ . Pe “ * A wa 
: ) 60 teh iia ; é 
2 A ioe ee ; ** = a oe Tee Dees — +, “ : Be nd eg ae a 4 ‘ 
| oo hk thy) See elt ae 
me Rie 30 Py 80 it il i . HL f j : 4 Bk a reo yy : = ee 
ea ‘ . ai at - reap ee ee = 4 : cid 
TN eS ee Pikes | i eee 3 } 
ie: atm ‘ j ‘ : . fi ‘} ee : ; : 
es > / ms IN | Seer e ees AS trod te 
ae ) os 2 — . red Bee Ser ‘eo " | 
Le - “yy } ier wags Ss ry ae aan wot 
Be Goes . e ¥ <* sf ie waa nail = = 
bee ' : : od . ee ee i 74 
aes \ . é aa ' rie , Bele * Sh 
ee i] = iy | Te .. . 
a se a ~~ | ‘ ae : Pa a, oe a "en 
SAO 20/ .- } nt fer. a 
ee 2 | ." . _ 4 ; i, cn 
eS Sar : e e i” i : 
pee ER Re ays . —_— 4 Pv 3 q pee 
; = RE, ue a — eg <i goer se Sa 
SE Ses een ia = * nget Lge See 
Ce te ae Osx _ non a “a ¥ wes 
ae TP a pe + al = a Bs : f 
nee eal — serene er Ss RE Sg = ie ae ie 
A : 39 | Pt ol! @ TK ‘ ie 7 eS 
ene — 7 { | ee casgigenagaecccnvomeatine ae i} ay ae = | 
22 ~ ‘ F | ‘ Con } 
—— Tf \ — Au Tee : gene 7 
H 4 \ | 4 on ee Pea eae : : 
: =~ 7 a % ‘como mae yeaa : 
~ . 34 peat ° . : 

AES . ‘aa ¥ | im ig) 
2 ae z BS eee 
reais esi ae ot 
a i . Habe si Pais 
ae ac ae 
he | ee. 
Beas > | { ye = 

Janel ee 
we } : ae 
a | esas 
ican | en ae 
Sse Sar 
: ee ce an 
Re SE aaa i st 
Ms | pth! ae 
| ie ee 
! } Berar Pe oe 
lege ee, te EE os oe ee Lee eee i ES a pt | foes 
. ee i eee er aie AOS Braye Te? a es a PSS, 2, s ig pe wet Ma ee mae 1 
f < \ oie pias ote ie Oe gre CN Ie | OSES gs taped A is sent alien eting sae ee ok Siete aM. Ptepaty 2). i) 2 see Ses | a S 
he 1 ee Omen Soe aes Meare EM See Sy ait RES aes pee inne mete pRssiess, ek Re a PAR yo, Dae ea } ot iN ; 
age 2 Rat STS (Ora. Re. - Ga cit oti eee ae Sie ae he, eee eet ae D>: ORE oc Ree eae ae ee 8 erat | ai. : a 
ox Rai Si a Rl ean i RN ae sp tagcat ai a a es aes ’ e Mires Ve a) ea % aha 2 at ats Ler | { a le eal 
ap \ PRET EE, ee ee ig | SiR See ee UE Bae i Se ee een 
° re ae 2 = oi 4 VE ah Sa3 RRR. i Sparen yA en eS on aye ee 5 Selene ae " tidak 
% 3 ae _ i 
ti % Eos ie Ad be “¢ . 7 , 
‘ ess é ; ee Pg i MEY 5 cusses i eget cad“ q OS eee ee se 
: igs pee <a ; Re ci ie fe eer a wee : “es a ee ee meee Se righ | Boe 
i - ae ace FL ~ Wo gies Sees Se — OR ee ¥ meats oe Lege Be | a 7 
: Le ; eee ticek ici ff noaneke: © ao ee Ee bat eB ee aa 7 Pa 7 
ee Ne = oe ae UC | as 
; ae salt Pent a is mae ® ae P| = % # . Ye Sg: Gi ag ae ’ aa. } a a 
= ee ee . = PITT SY gf Ya = on Foe _ ae 
, bes , paces . oy ol . aa = i ie re Se | 4 , 
ee. = a. ne ae &., > ea oO es ees Or etoe ae ae > pa ri By 
ee (a Ue ee Cee SEES nelle Se na » veriny Heenter ie ah: i . ieee iis aa 
se iS e: & es 3 ai ee i. OT ell OMe sae ._ BO ce vais, ee ig 
har ae! ee ane eo es ee 5 opi “ | pene — “ 2 eat eS OS ae ee ee ae aS a elle 
eh hes x aay ae oe 4 _ PE adssonte <a ; Geet ee * °F ES De Sen h ie Bi4 
wees aes eke 2 a ae wise § RICK ~ . ee Mi RS ee BD sos 
oe ee ee 3 2 - BS ef ‘setae CE a 5) ae 
oe eer AR Se ce — : ee eae peor 
<a Hast tiie. ‘ dees a ov a Wrnitenest oo a . oY ig CY Pcie ag igs 
siege oo = seal HEN = 2S 4 Se fas 4 Roe: ‘ i a Ae Ve 
Were BS ee “eee ye re Ss ous — oe ms | oS ere Se : Y ages 
ee OOS 8 Pam ee” os, > “— i hela” aie ) : olan : een: Sone i ar ae 
ae ME ie ae ea sg Pipers Gan > # Se * a 3 2hets giles F opie ee 
eee es oe et aa ae e —- s Bo _ Be. “ ee Ge oe apr 
ae oS cee 4 ae Almagre: a pete 5 SPR ; Se 
at TES oeeete nS hie 0 gan TRE rr 5 — ae ‘4 0 The nse ; EB wih LE : ee oe i cet a 
ea et ~ EGRET et RS : & et, Mt. Airy @ a Sandy Maton! 7 Mout e Abin ‘ 2 Monee ay Be ie. 
sy les * a Weatheig oe se, po Preeth sae 2 : ° eR: ET se ne ; 
i. oo 3 vanes Hatiey White Puenso S| 2 Rei ¥ a . fwnxnrgh 4 uses | Settee ste pe é i eke 
ae ' ~ a, fo ee WR Prtcns > @imore : re ; Hanne posite oy E oS Bau ais j A as 
Rens. pert Ak eee Te wa a Meine, ° Fer yr sate! & : - tg 2 son 2 | as 
a a iia fae mr thule = eee ee Stare Road ‘ . 4 —_— ane $ Cyntord ’ sa pee i Bs | a re 
eee: ee Rawr omesville bas : : | oG 4 i; LS are) rs : ne } eS 
oe ee a -" oa bd is YADKIN © . - a Orrester PRA x. Bi a ra 
aa ae pet ipneat 5 a : * 4 ; ee eee eet b 
ai Pree : i a oO —— “ 2 were ety “t 
#2) cap etude — — *o 4 owen. fyaadime Baie 
~ ot ~oee s . s ae : : He | i, ei el 
r. epee PEERS NOES 3 | : ~ . betwee Ng See : ee Slee 
oo ae 7 Baur A oe Pe. | | FY 1 ie ek | pele m 
. fei ON elec: Bets . eee ec i ee e 
si oe ara " a urham:> @ a Bi 7a 
ite he ye a oo) Os a eS % See 
igen Sige eG ae ey Poot Bu | Tenney ; ' Morris ‘Wee , ; 4 ae 
a 2a yo, Tee ~ JRANDOLPH @Randieman [CHATHAM a ° <n me i. 
ve : 3 S&S wieteeil), ROWAN a Ol aley ie. Cay? og) ie ei ee 
; E : C Wesanle n re) q@ SEaretht * Ay ' bmg dae 7 
i ; ‘ ° ee a Quer Rale ; ss fee 
i She Se : i i ee aa eiviant EK. Spenc O Pe showo Apex : AQ ; s 
Sati. wins SEs (Salisbury? . ' po — eS ue 
ies jg awa Acs iEeg pte: peeten: ee. Spencer\_Q “OK mant * —— Meaty Cates Pe Cheeta i Gee 
ae Ss tasks re few P: ae Uno oeentston Varinag ee Ao oes PEE pice eae 
beige 3 Mite gg Menrctville = Striety oes | eGul «Faas : } ees 
ee ie a EF ae aks Pups sy ahaa ., - FE urnncwk butcan ame i. ‘ | ae 
a Sees 4 det ee Se peated it 7 arr. re “ ” we k 
pete he es. ee S ADRES Landis OGoid Hil = Santord ARNETTE > > Seas | See 
oe a ke ae oor es Oe nai isanNeine? Spr s OF aot ato me. fice oO ai a ie a 
ee ep A en cde eos ee ae Na a So ER Ee oR eant Bae Pe >. see 
Bee Ree de  Mswretic's \ © New \ MONTGOMERY @ temp naan? ree ene 
ree SO a London Qe Su wnares tare ‘emnon or io ie ue 
4qoe Ser eek? Sieg ape eae Dhaizy dad Badin —— Sons? es Se Oe ei ONS: , ee cia: 
ek Bea er eee Albermariec © Carthage © OO sca Sf i ee ice ee 
“tt ae oN gk ER a er he all a ; ; ON eager Oy 
‘ , ee 22 Ae eae Pe sated hss farrisbyry NLA ae ' arpegn Ch ars OP amNiee Oe a ” a ies. 
: . Z Oe es . 8S... | Re OE OEtagie Springs a Pare eh ee il il bec oat = ee 
a eee <p Nigerian ats o> DS aes ee eee Caberc: Gatton tweed { . Yass & Oyen a a J DAMP SARE kl 33 sae 
ng ey ae ee fo eee =. olinettns Et Se io a 
Beso ee Ea kan A MOR. : EES eee -angiiggl MOR at ——=— Meus es, Ae 
oe a Re meme PRET ae i. ee yf HOSE “eousese I eo aad 
ea ‘ NEN teh ears rae ee RETR : We a aa hg ed a F ‘ Pies Bc) oe 
ha : Te aie oan, il ear, 2S ee Tae Janson “ Be oP a eee toe : a lai ee FS Rees aes pn: RSet 
Ee ; iat ore : q bP - 8 mf 4 beeen aged T, Picea —— e praaae, £7 OPC e, : ene 
Sr i ee cr Fo onda oe ‘ £ Angi iM ; 4 —— m . hy 5 - PRRs 
tet cae eis ss e : ; ‘ bagel ‘ of in fee oe gl F * RRO | ‘ . 
amare ‘ wae : ; i ; . \ ee er : ll a . oe ‘ Se : 
oa ‘ : 
ae il as 
ie a oe PLE: 
Sai . Bec ae a 
; Sic Ga ete Cae 
Mee Ey 
See ss * 
es aso 
etd fa ab ae 
aie Peis: 
ae Tae 
Bhs oc Be Ae 
ee osu ay is 
ie Boye 
Sie i, tee 
| a Ee 
~ 51 ee ee 
ert ‘ ook pone 
ae me ae 
ee a 3 
oes Sea Big sal 
ie Cortes 
ihe ee 
| peasy? 
| a 
| | ; 
po aaa see ee ee Poe Tee a! 
| ; ; 
, | : 
+ " aan 
4 = | ii 
% ° +} ' } ek 
, — 2 we ; as 
Sig : i aaa 
rey ; . Ce 
est ee Jd — tony HLLSEORO ' i apts 
ie ae WINSTON SALEM # . = PE ST i ae 
eh eet me i - HAM. ae er Ore Hi 4 
LPS Me St ial . | h eee a 
Vie ened 4 “ . ae 
eee — es CHAPEL HILL ce 6S oper 
i ! GH PONT . 2 ¢ ea a 
is : s . eens “ Spe Mes i 
‘ Teena Swit r 5 : eat i 
3 a 4 ae F 
a S72 ttmcjon 6 | al ) y, % eee ie! a 
sew a : Sine) 4 aes Ke, ie 
7 — SANFORO | : A aa Teseuey, 
eee a > °@ aikadi eee 
fos J ( , § A fe 
ae ees 
rei 3 ieee 
apa tah . " : : 4 ; : wi a . ’ hes oe 
ee i ® ee ; ee wee OY : a hy ei Foe aie - iy : o ie Ske ae, : Spi < : ae a ; ae z = Fs S mo RY es Cai vi 3 + F : ‘ . Ae 4 oon 

Advertising Age, August 9, 1954 

Three Nervous Witnesses Relate | : 
Reaction to Fashion Academy Award © 

NEw York, Aug. 4—The second 
round in the hearings of the Fed- 
eral Trade Commission’s investi-| 
gation into the Fashion Academy | 
this week featured three nervous 
witnesses, the end of the commis- 
sion’s case, and the motion of de- 
fense attorneys to dismiss the com- 

Earl J. Kolb, FTC examiner, 
took the motions to dismiss under 
advisement, but set Oct. 11 as a 
date for resuming the hearings in 
the event he decides not to dismiss 
the complaint. 

The government brought to court 
a housewife, an operations super- 
visor for the New York Port Au- 
thority, and a shop foreman from 
Ledkote Products, all of Flushing. 
The FTC apparently intended to 
show that these witnesses had been 
misled by the advertising into be- 
lieving that the company advertis- 
ing the award had won it in some 
competition and that the product 
was superior to other products be- 
cause it had won the award. 

= The first witness, Mrs. Cordelia 
Green, the housewife, testified that 
she felt that the recipient of the 
award must be “entitled” to it, 
and that the award “must have 
been judged.” After looking at 
newspaper ads for Rayco seat cov- 
ers, she said she felt the merchan- 
dise must have been good or it 
wouldn’t have gotten the award, 
and she reiterated that “it must 
have been judged.” 

When defense attorneys asked 
how she had heard of the Fashion 
Academy, she reported that an 
interviewer had asked her about 
it, showing her a letter (Edward 
F. Downs, FTC attorney, later told 
reporters that she was shown an 
ad) and “I’ve answered too many 
questions now, that’s why I’m 

Edward McGinley, the opera- 
tions supervisor, likewise was 

shown the Rayco ad. But this time 
a defense attorney broke in to ob- 
ject that no evidence had been 
introduced to show that the Fash- 
ion Academy had any authority 
over advertising copy, and that 
statements in the copy could not 
be attributed to the academy. The 
attorney also stressed the differ- 
ence between “received” and 
“won.” Examiner Kolb upheld the 
objection, pointing out that the 
record didn’t show that the acad- 
emy controlled or prepared ad- 
vertising copy. 

# (In the first hearing [AA, June 
28] Alexander Cohen, the public 
relations man who is also a de- 
fendant in the hearing, testified 
that when he found an advertiser 
claiming he had “won” an award, 
the advertiser was advised by 
Cohen that the claim was not in 
good taste and violated the acade- 
my rules. If the advertiser per- 
sisted, Cohen said, the matter was 
turned over to the legal depart- 
ment of the academy, and Cohen 
recommended the violator not be 
given the award in a succeeding 

Mr. McGinley testified that the 
award meant to him that “some 
qualified expert” had selected the 
product as superior to others. But, 
as defense attorneys questioned 
him, he said it did “not necessari- 
ly” mean to him that the product 
won in competition. 

Edward F. Daly, the shop fore- 
man, said flatly that he under- 
stood from the ad that the medal 
was won in some sort of competi- 
tion against products in the same 

= Charles Segal, attorney for the 
Fashion Academy, attempted to 


awards without competition were 
citing gold stars in 
school as an example, and twice 
mentioned the seal of Good House- 
keeping as an example of an award 
based on a product’s merit without 
reference to its competitors. 

Two of the witnesses testified 
that the Fashion Academy gold 
medal would not influence their 
buying a product. 

In the welter of argument sur- 
rounding the motions to dismiss 
the complaint, these points stood 

1. Cohen’s contract, originally 
for one year with four-year an- 
nual options, had not been renewed 
in July of 1953, and he had not 
represented the Fashion Academy 
since the beginning of 1954. 

2. Of the 34 companies receiving 
awards in 1953, 12 didn’t buy Co- 
hen’s services, and of 24 in 1954, 
ten didn’t buy his services. 

3. The defense insists that the 
allegations against the Fashion 
Academy have not been substanti- 
ated, that FTC has not shown that 
the public was misled by the 
awards, and that direct financial 
gain has not been proved. The de- 
fense took the position that Cohen 
was paid for services rendered, 
that the 20% he gave Mrs. Hart- 
man went for “expenses” in con- 
nection with the awards and that 
the Hartman Foundation received 
the scholarship grants. 

s FTC Atty. Downs rebutted, con- 
tending that (1) the allegations 
have been substantiated; (2) Co- 
hen was required to obtain ap- 
plicants for the award, and guar- 
anteed Mrs. Hartman or the Fash- 
ion Academy that recipients would 
contribute “so much” a year to 
the scholarship fund, or else he 
was obliged to make up the dif- 
ference; (3) there was no com- 
petition for awards, yet only one 
award to one product in one line 
was given; (4) “we see there is 
an inference...there is a mone- 
tary consideration...very few got 
the award without paying any- 

Examiner Kolb drew the ad- 
mission from defense attorneys 
that, in its two years of operation, 
the Hartman Foundation has 
granted design scholarships to no 
other school than the Fashion 

The attorney for Mr. Cohen 
pointed out that the record of the 
awards shows that 19 of the 34 
companies receiving awards in 
1953 either did not make a con- 
tribution or did not hire Mr. Co- 
hen. He placed the contributions 
of the companies at from $500 to 

@ Cohen’s contract with Mrs. 
Hartman called for him to give her 
20% of his fees from companies 
in connection with the awards. He 
placed the fees in testimony at 
$1,000 or $1,500. In reply to the 
FTC attorney’s questions yester- 
day, Mrs. Hartman testified that: 

1. The 20% went to cover ex- 
penses she had in connection with 
the awards, which sometimes were 
held at dinners or luncheons. 

2. She almost always gave the 
award herself, usually in her office 
or studio. 

3. She had never given an award 
out of the city of New York. 

4. She incurred heavy wardrobe 
expenses in connection with hav- 
ing photographs made of the pres- 
entation, and in getting her office 
ready for them. 

She went over a list of awards 
in response to questions from Mr. 

boots to seat covers to decanters 

get witnesses to concede that 

to paper plates to accordions to 

Downs. They ranged from rubber | 

ANDREW C. QUALE, formerly a v.p. 
of Public Relations Management 
Corp., New York, has joined Kraft 
Foods Co., Chicago, as advertising 
manager for all cheese products. 
He previously wus sales and adver- 
tising manager of the Walter Ba- 
ker division of General Foods Corp. 

Philco Announces 
New Head. New Line, 
New 21” Color Tube 

NEw York, Aug. 5—Philco Corp. 
announced the election of a new 
president and the development of 
a new 21” color tv tube at a dis- 
tributors meeting here this week. 
James H. Carmine, who has been 
exec. v.p. for the last five years, 
succeeds William Balderston, who 
is moving up to chairman of the 
board. Mr. Balderston, in turn, suc- 
ceeds James T. Buckley, who de- 
clined reelection. 

The post of exec. v.p. will be 
taken over by John M. Otter, pre- 
viously v.p. in charge of the com- 
pany’s consumer products division. 
Mr. Carmine announced that 
Philco’s laboratories have devel- 
oped a 21” single-gun color tube 
which will cost only 10-15% more 
than today’s black-and-white 
tubes. Though General Electric 
and Westinghouse have been ii- 
censed to make this tube, it still 
requires further laboratory work, 
he said. 

Philco itself plans to have no 
color sets on the market this year. 

# On the marketing front, atten- 
tion this fall will be focused on 
a joint promotion with Birds Eye 
frozen foods in which $40,000 
worth of Philco home freezers will 
be given away as contest prizes. 
Both companies will give the con- 
test heavy play in their advertising. 
Other items in the new Philco 
line will be promoted on “Televi- 
sion Playhouse” (NBC-TV) and 
the “Breakfast Club” (ABC radio 
and television). In addition, Phil- 
co will televise the last hour and 
a half of the Miss America com- 
petition at Atlantic City Sept. 11 
over ABC. 

Philco’s campaign for the com- 
ing year also will include maga- 
zines, comics sections—-for the new 
record player line—and co-op ra- 
dio in some areas. Hutchins Ad- 
vertising, Philadelphia, is the agen- 


New York, Aug. 5—Emerson 
Radio & Phonograph Corp. this 
week started offering its color tv 
sets for sale at $695. 

Previously Emerson had been 
leasing these receivers—a_ policy 
which now will be discontinued. 
The Emerson set ho< 
which gives a 12% picture, the 
same size as the receivers now 
priced at approxima‘ely $1,000 by 
other major manufacturers. 

Asserting that al 

company, said: 

the interiors of Air France planes. 

(Continued from Page 1) 

3. This year’s Fashion Academy 
award companies and products as 
listed by FTC paid $27,500 to the 
Hartman Foundation and $24,000 
to Cohen & Associates. 

4. Of the 12 companies and 
products holding the award both 
years, two—Air France and Stude- 
baker Corp.—paid nothing to eith- 
er the fund or the public relations 

5. Largest total payment was 
made by Bulova Watch Co., which 
paid $10,000 to the fund in 1953 
and $2,500 to the fund this year. 
Bulova, according to the evidence 
submitted in the hearing, paid no 
fees to Cohen & Associates. 

a A letter from Henry Steinberg, 
attorney for Alexander H. Cohen 
& Associates, accepted as an ex- 
hibit in the hearing, provided a 
list of fees received by the public 
relations firm in 1953 and 1954. 
The letter said that in 1953 $6,050 
was paid to Ann M. Hartman. This 
represented 20% of the sums re- 
ceived, except for Guiletti Ac- 
cordions and Fonda Paper Co. In 

Award winner Year 
Air France ‘53 & ‘54 
Alaskans ‘54 
Alexander dolls ‘53 & ‘54 
Amana freezer ‘53 & ‘54 
American Fixture Co. ‘53 
American Greetings Corp. ‘53 & ‘54 
American Tourister Luggage ‘53 
Apt Shoe Co. ‘53 
Beam’s decanter ‘54 
James Bell ‘53 
Berkshire sportswear ‘53 
Broil-Quik ‘54 
S. Buchsbaum rainwear ‘$3 
Bulova Watch Co. ‘53 & ‘54 
Burke golf clubs ‘53 
Capri phonographs ‘54 
Castro convertibles ‘54 
Courtley curtains ‘53 
Sarah Coventry jewelry ‘53 
Desco handkerchiefs ‘53 
Evans Fur Co. ‘53 
Fonda Paper Co. ‘53 & ‘54 
Guiletti accordions ‘53 
Holeproof hosiery ‘53 
1.B.M. typewriter ‘53 
Jacoby Bender ‘53 & ‘54 
Kipness Originals ‘53 
Kranich & Bach ‘53 
Leeds travelwear ‘54 
Luxite lingerie ‘53 
Morse Sewing Machine Co. ‘53 
Motorola _ television ‘54 
Nanty frocks ‘53 
Quicfrez ‘54 
Rayco ‘53 & ‘54 
Caryl Richards Co. ‘54 
Select sportswear ‘53 & ‘54 
Select Teens ‘53 & ‘54 

Semca & Phinney Walker clocks ‘53 & 54 

Serbin golfwear ‘53 & ‘54 
Springfield woolens ‘54 
Studebaker Corp. ‘53 & ‘54 
Vornado air conditioner ‘54 
Whirlpool ‘53 
White Swan uniforms ‘53 & ‘54 
Wise Shoe Co. ‘54 

——Indicates no money paid 

| FTC Lists Donations 
|to Fashion Academy 

these instances $225 was paid. 

In 1954, $4,620 was paid to Ann 
M. Hartman. This represented 20% 
of the sums received, except in the 
cases of Fonda Paper Co. and 
Broil-Quik. In these cases $210 was 

In addition to the items listed, 
Alexander H. Cohen received $3,- 
613.93 from Madam Alexander and 
$4,500 from Cortley Curtains for 
public relations and exploitation 
services, the letter said. 

Another exhibit introduced at 
the hearing showed that in the 
year 1953-54, six individuals re- 
ceived scholarships totaling $8,730 
from the Hartman Foundation. In 
the 1954-55 term, five individuals 
had scholarships totaling $8,760. 
Three additional scholarships are 
under consideration, the exhibit 

s Following is the list of recipi- 
ents of Fashion Academy awards 
in 1953 and 1954 that the FTC 
hearing examiner introduced at the 
hearing. The tabulation also shows 
the contributions made to the 
Hartman Foundation and fees paid 
to Cohen & Associates. 

Contributions to 
Hartman Foundation 

Fees Paid to Cohen 
& Associates 

1953 1954 1953 1954 
t— §— § = §.6— 
— — -— 1,500 
2,500 — _ aoe 
ste —_ 1,500 1,500 
— — 750 — 
2,500 —-2,500 1,500 1,500 
500 —— 1,500 — 
2,500 -— 1,500 —— 
one 2,500 mene 1,500 
2,500 —— 1,500 — 
— _— 750 —— 
_ 1,500 — 1,500 
ome — 1,500 — 
10,000 2,500 — —— 
500 — 1,500 — 
one —— _— 1,500 
set a _ 1,500 
_— _— 1,500 — 
_— ~~ 1,500 —— 
1,500 — — — 
2,500 —— 1,500 —— 
1,000 a 1,275 1,500 
aan _ 1,275 — 
2,500 _— _— —— 
2,500 2,500 1,500 1,500 
300 — 1,500 amen 
2,500 _— 1,500 ~_— 
— 2,500 _— 1,500 
2,500 — — — 
~ ~— 1,500 _— 
_ 2,590 _— 1,500 
=<  “Sies _—— 1,500 
1,500 — 1,000 ste 
2,500 —-2,500 — dene 
2,500 — — — 
sens a 1,500 1,500 
2,500 —-2,500 — net 
aia 1,000 _— 1,500 
a 2600 —~ 1,500 
2,500 — 1,500 anand 
1,500 _— 1,500 sine 
dna — — 1,500 
$49,300 $27,500 $30,550 $24,000 

ance and we will be among the 
first to incorporate it in our re- 
ceivers. However, this will not 

a 15” tube, | 

with color tubes larger than 15” 
have so far proved unsatisfactory, | ‘ 
Benjamin Abrams, president of the ‘Management Guide Published 

“When the 21” color tube is fully 

tive field tests to assure ourselves 
that this tube will offer satisfac- 
‘tory performance. 



|a 19” tube.” 


developed and available, it will | E 
enjoy the best consumer accept-| brought together in one volume, 

“After careful consideration and 
experimenting we 
have concluded not to make use of 

| A series of articles on manage- 
ment methods which have ap-| ant treasurer. 

peared in Fortune since 1949 are 

“A Guide to Modern Management 
Methods,” published last week by 

McGraw-Hill Book Co., New York. 
occur until we have made exhaus-| The authors are Perrin Stryker 
!and the editors of Fortune. Price: 


es Co. Promotes Two 

Claude E. Davis, an account ex- 

| ecutive, has been promoted to v.p. 

of Galen E. Broyles Co., Denver 

|;agency, and Mrs. Dorothy Monta- 

gue, formerly an assistant account 
executive, has been named assist- 

be hey MEE ahs BEE Ny TeSE PRR ion, Tete a ies URAL. Me Ra oe aS a Rc Saas Sieh aaa Filet CES ele rea Ie Seg "Sak Me, ae SO LE CS Nas ea oe ere Oh re Tid Ce anata, oan a, Sant Saher oan? The 1 aa ee ihn Se RR Ie a Ee Mee, ce tours & Mabe CA Surety SR ; PASE Ow lO Oe egy NS ae ee 
Tatatee a erate siegat pNeL ES Note Sp. Mage oaks hae Chen an RE ois. BS ea Ow a gl Fain ee Fea ase RE ePiatane te ,! le he pane Pop Bele tay ne ee Tee Mey PE RS * eae rs ote Bes 5 * ie, RAS nil od t Le War tates uae ERE artes = 8 er tae t Yee ee ee ee a Pet Te RAO 
ae ert ae Boe ee Pak Sos ta HH SS tee ses NM, «heat ey his igh Se ae ee 7s Sleiaibiy . eal salen. Maule Se Muang de, Ley > : de Bey acy ie oe ro af TA Pn Oe: Pte ean pig RE eee i ada oes Oe hice Tore tae Gee NIE Gee Os ii a Sal ee soa A a ok aN ot ea SE RL AT eae ee Sr te cA 
eet 4 Fate Meek, Spgs, Win ohh, OA May cate ie aa «2 ae oT; (aE he Be tS Sp Lass feb eee ek cee Ok y gated eon gay > pt £9 ASRS Bite Pateehort, ween Ke Ye eS At eto ES EE pct Std Be of am cate Se TS a akan te ah eh pete oe ea es LES a) Fo Fo ee ee Os es meat oe gs Bie NIM te ees SF 

COREE Mag ga ROR OEE TER eae | CO PUR OER, ae Sora REEL EET ane Se SNM gaye gn Fie Sip eS SORT Ok Ge OS eras Tare eng SO Alaa CRS RIAN Peer URN ee eeeg tc See an oy Tee PAE ET, wks aa 
SS aes nat UN eek Peg ee eee PARE SE eed al a SEES STE SS ak ated et nie ta 2 SS 2 Rr cme Ae SR re 9 ee eC oa; eR ee: <a Src Oe aa ee ee er, Aenea 

2 Pe seals aS eo eka Page ADRS SAP iad ite 4, 2 5 . Kala, es . *24, ie Fak ; * Ge caer iy 3 Ps See J i S cw ae eae: aie Se ee ee 4 PICs hy ge Cet Re ees Rs ee isp bdeh AG 

Piet ations, aes MR pa RIA Eee wh Lagan aap ep erly ASSES: Saini Shade OSs ine ea ee Dae i Page sae es Sa War regan es Sears ‘ee Boh ic cae ‘ Pa seattle, ag aos pepe” CR RA art oy Qh Sas vieaias cee ye a ge has >, Nae settee Sy ae ate et, 
Bete oe eat it tS cen eat PERS) Re» Mats Uys a Ee Fae tL ee Bik eee Ren Miah eA Ee Bere eRe OR A RARE ES i Seen Wee BS. . Sri: ipo Saeco 4 ete fee .. ay RS Ray.) SEAS Sk, % Tips Aitae ; aie SS Ree ee One a 
ee Piet Pe ti : eae aes. ps gee EG aha tegr re Peer ea we aaeee fines em aes e so yee a ese eS ara Sree Pes 

Py soe: a pada € ie eh LAR mae ees ot tits SSR aD ce ie Re aia aa z SR a ha pes d= genre be ais cabek ac wees. ee ey eae Pear Se 

Se |S ae pee a cick! Ae igh tae = Scaler aa ae aah ee oS ee ge ihe ROIS co. ie ON Maca oe ee ee ek ee eR we et yen Tame ae ee Se eee. ae 
Beg oes 3 a te 
a tera 
tS ai ‘ 
; | 
ee # 
4 ‘ 
| | SVERy 
f . = ( s, nee a ria ee 
‘zB 4 mee. a 
3 a . F ak, 
' a q er 
3} - 4 ~ =< 
aa =a | . “= ee 
i -_ jae 
za ‘ aa Ras 
‘a { _ 
et i { a a = 
ee - N 
t ) ¢ = 
é & ee, . ¥ oe ee. 
‘ oa . e — ee 
\ Ry — . * 
: 7 { ‘ ¥ ¥ x 

3 - ‘ 7 5 

+ by a 

i Sm 
B= 2: ; : 

eis Y a 
ft ag eee a ae 
ae ee ee 
eee ae 
¢ Pee? enon sity —— 
Eee ae 
4 Es onage = ae 
ee an 
—  .- “ : 
: ere aa ic , &: 
aa \ eC 
. r re 4 a 
| ee one a 
Feeney aes i | a 
ae i ; 
eee “ Or 
aa | Sep 
i By Srey y ———_ a 
i “ymin Son Pete 
REN AG ae ee e 
ee 29 { 
i rea q | 
} : . 
| oa 7 | = 
ii aise 
Ww py ‘ Bets 
ee : 
— ri ‘ 
a z { ins 
. 2 
aaa ; { ‘3 
) as ; i 
oe r a 
ae ze 
me PS Se <a aed 
if te ae li 5 
Ramee ne 
ia } ay 
ia is 
' . \ 
i cay a hers 
te navel F ‘ wate 
} ean sy 
: fei 3 yc 
\ ty ae ee a 
y - > 
Saas A i 
} ate q ren 
ae = 
Petes f - 
8 ia 
Mere a eva 
Baty ti ae 
oa: wae 
rope cre Ree. 

' aa & aa 
eats Bess 
ae . 

‘ Sapmaeass ' a 
# e - ¥ 
Rc? an ’ a 
SR, a 
eee S q ae 
{ oe ay 6 aes 
. Saas j 
on 2 
| ae ek a 
es a 4 = 
ct Wine 
pes { 
Ngee eee 
ee P 
a ee = 
5 ™ 
Aa ve 
F hora oe 
fee ie 
: Rees ee 
: Pad ' wre 
{ i 
_ : eer 
: oe , a 
4 ae 4 . 
5 3 | eS 
evi wie 4 % 
Seger ae 
Eis Hy “Lo 
4 nt f ms 
peuee | ‘ 
oe = 
ese | ae 
Bee re f 
ri: a8 . 
See ai 
Tare i 
ee hs = 
es : as 
ae! a 
eli: e 
a tog 
Re, ee 
4 z 7 ee 
{ ay 
‘ ee: ; 
~£ ee 
jie ee 
a pT ———— 
rive eee) ; ay pee Donat: Ls as a : ah ey ob, i kane a aes 3 ae a k PARE hg Sate teh) fe ee ee ee oe eg aR ek sete rm em é is 

‘yvonne savys:—- A FEW This Week in Washington... 


Sure—some competitors may 
get a few copies of their paper into our baili- 

By Stanley E. Cohen 
Washington Editor 

‘So he was understandably dis- 
‘turbed when he learned nothing 
/was being done about a two-year- 
old Government Accounting Of- 
fice survey which showed that the 
Post Office Department’s postal 
savings system needed drastic 

This carefully documented 
study, filed with his predecessors, 

wick, and it keeps us on our toes—but they pointed out that the Post Office 
haver't a chance— ‘YONNE'S right in there 

pitching every day—delivering his papers into 

76% of all the homes in Bayonne. 
‘‘Bayonne cannot be sold from the outside’’ 


has been paying only simple inter- 
est on deposits. As a result, de- 

Postal Savings System Overhauled 

WASHINGTON, Aug. 5—Postmas- 
ter General Arthur Summerfield 
isn’t the kind of man to sit back 
and watch a million dollars of 
public money go down the drain. 

certificates. Some 65% of this ex- 
pensive bookkeeping could be 
avoided, the study said, if the 
Post Office agreed to pay com- 
pound interest, thus eliminating 
the advantage gained by cashing 
and reinvesting. 

Like many other money saving 
ideas, this was strong medicine for 
timid men. Old regime lawyers 
were sure nothing could be done 
without an act of Congress. 

Summerfield, however, wasn’t 
satisfied with ‘he old alibis. He 
got a new set of lawyers—lawyers 
who felt the law was sufficiently 
vague so that he could introduce 

the changes on his own. The Gov- 

‘ernment Accounting Office, which 
audits his books, said the new 

positors found it advantageous to | lawyers were right. 

cash their certificates once a year, | 

collect the interest, and reinvest 

Guess Whe! 

Fun for Junior—grandma too—but today’s fast reading 
“public” won’t bother to guess about details in mediocre 
advertisements— much less look at them. Most modern 
photo-engravers fortunately, are too proficient to turn 
out many ‘guess whats”’.... There are some though, 
whose superior craftsmanship so faithfully reproduces 
detail, form and color that even casual readers stop 
“leafing” and look... . This no doubt, is why so many 

large users of white space specify engravings custom 

crafted by ROGERS—this, 

Pe ae OR ee ee ae 


plus added returns from their 

N G 

O ere 

M Pn 

Waster Craftsmen of Photo- Engraving 

Member of 

2001 CALUMET AVENUE + CAlumet 5-4137 * CHICAGO 16 

_ So this week, Mr. Summerfield 
announced a complete reorganiza- 

BOGNER & MARTIN the principal and interest in new |tion of the postal savings system. 

Inexpensive punchcards are re- 
placing costly certificates, and 
henceforth depositors will collect 
‘compound interest on their hold- 
ings. The saving to the public is 
estimated at $1,000,000 a year. 

- © 7 

| In a display of sympathy for 
hard-pressed automobile dealers, 
‘the House interstate commerce 
‘committee has given its approval 
to legislation to prohibit manu- 
facturers from charging “phantom 
freight” on cars delivered to deal- 
\ers. In fact, the committee has em- 
| phasized its feelings on the subject 
by giving approval also to a com- 
panion bill which would outlaw 
“phantom freight” on any manu- 
factured item. Since Congress isn’t 
likely to pass two virtually identi- 
cal bills dealing with the same 
subject, the committee presumably 
assumes that the members will 
make a choice when—and if—the 
matter reaches the House floor for 

“Phantom freight” is the practice 
of computing prices on the basis 
of railroad freight from the man- 
ufacturer’s principal place of bus- 
iness, regardless of the actual 
shipping point, or the actual kind 
of transportation used. Auto deal- 
ers testified that freight charges 
from Detroit to Salt Lake City run 
upwards of $215, but cars actually 
can move in “caravans” for as lit- 
tle as $35. 

The committee’s report says the 
public is being ‘““mulcted” of mil- 
lions of dollars. “Furthermore,” it 
says, “these fictitious charges have 
a tendency to demoralize retail 
dealers who find it difficult to 
compete with other dealers who se- 
cure merchandise outside the reg- 
ular channels and thus avoid hav- 
ing to pay these freight charges.” 

+ . 7 

The House interstate commerce 

committee has also given its en- 
dorsement to H.R. 9769, the Crum- 
packer bill, authorizing manufac- 
turers of automobiles and automo- 
bile dealers to enter into franchise 
agreements which prohibit dealers 
from turning cars over to unau- 
thorized outlets. The report says 
agreements of this kind were used 
prior to 1948 but were discarded 
‘when the Attorney General ruled 
that they violate the anti-trust 
| laws. 
The committee’s report said 
‘dealers everywhere are demanding 
‘immediate steps to stop “bootleg- 
ging” of cars and that “generally 
‘the view was expressed that it is 
impossible for dealers to maintain 
‘their retail and service establish- 
ments and compete successfully 
with unauthorized car dealers who, 
it was contended, deal from lots, 
have no servicing facilities and 
therefore have smaller overhead, 
pay lower taxes, and are able to 
cut the prices of new cars below 
the level of prices maintained by 
authorized dealers.” 



LIGHT MOTIF—Members of the Amer- 
ican Home Lighting Institute have 
a redesigned emblem for use in 
advertising, packaging, and sta- 
tionery. Lighting fixture makers 
who make up the organization are 
engaged in a campaign to promote 
built-in devices. 

The report must have been pre- 
pared in a hurry: It neglects to 
mention the fact that the Depart- 
ment of Justice and the Federal 
Trade Commission are both strong- 
ly opposed to this legislation. 

Commerce Secretary Sinclair 
Weeks thinks the business outlook 
is good. But just in case it isn’t, 
he and other government officials 
plan to give it a “nudge” this fall 
by stepping up the timetable of 
government spending. 

The word “nudge” is his, and 
he stumbled on it quite accidental- 
ly last week while in the process of 
telling a press conference about a 
step-up in spending for road and 
airport construction, ship-building 
and army uniform procurement. 

Most of these programs were al- 
ready in the works for 1955, but 
the general idea is to get them 
started now instead of waiting. 
Secretary Weeks suggests that the 
extra nudge this fall might be 
enough to start the economy up- 
wards from the relatively stable 
position it has maintained during 
the past few months. 

Sparks are sure to fly if the 
Senate interstate commerce com- 
mittee decides to draft former 
Federal Communications Commis- 
sioner Robert Jones for an investi- 
gation of radio and tv networks. 
The suggested probe is sponsored 
by Sen. John Bricker (R., O.), the 

Advertising Age, August 9, 1954 

committee chairman, who has in- 
troduced legislation authorizing 
FCC to issue licenses to networks. 

Jones, a former Republican con- 
gressman from Ohio, minced no 
words in expressing contempt for 
networks when he was at FCC, 
or since. In April, 1952, for exam- 
ple, he told the Ohio Assn. of 
Broadcasters that FCC’s two-band 
allocation system for tv enabled es- 
tablished telecasters to “hook their 
transmitters to a network spigot 
and clip coupons until that eternal 
voice beckons them to richer re- 
wards.” At FCC’s “skyway” hear- 
ing last month he referred to net- 
work officials as “pashas who as- 
pire to become maharajahs.” 

Jones voted against the tv al- 
location plan and wrote a dissent 
which reads well in the light of 
subsequent developments. He said 
intermix of v.hf. and uh. 
wouldn’t work because v.h.f. sta- 
tions already had substantial rural 
coverage. He said the high power 
required for u.h.f. transmitters 
would be ivo costly for small 
towns, Jones suggested FCC put 
u.h.f. stations in big cities and 
transmitters in rural areas, where 
broad coverage is needed. 

Aylin Names Lahr A. E. 

Aylin Advertising Agency, Hous- 
ton, has promoted Robert A. Lahr 
from assistant art director to an 
account executive. 

Greenwall, Alcolac Part 

June Greenwall Associates, New 
York, has resigned as public re- 
lations counsel to American Alco- 
lac Corp., Baltimore. 




@ We produce ready-to-use out- 
door display material designed to 
stop traffic at the point-of-sale. It's 
all shown in our new catalog, 
along with display ideas for every 
retail business. Send for your free 

copy today., 


200 Printcraft Bldg., Indianapols 4, Ind. 

To the Principal (or Principals) 
of an Advertising Agency 

. . - doing from one to three millions 
in volume, we offer an opportunity to 
earn greater net profit with fewer head- 
aches, an opportunity for greater growth. 

In a small agency today—so much time must be consumed 
in management—+so much cost diverted to overhead—that men 
of ability are hampered too much with time-consuming burdens. 

An affiliation with an agency like ours could offer many 
advantages that would be to our mutual benefit. Ours is a long- 
established, well-known, highly regarded agency of medium 
size. We have one of the finest physical plants in New York— 
impressive offices, capable service and accounting departments 
—men experienced in merchandising and retailing as well as 
advertising—with ample financing to expand to any reason- 

able degree. 

We have many accounts in two specialized fields. Diversi- 
fication would be an important advantage for us. 

But—vwe are not interested in billing alone. We can prof- 
itably use men of rounded ability and experience who can 
handle not only the accounts they now have but others we 
have in prospect—so that their ability can be utilized for pro- 
ductive ends—and not consumed in detail. 

If this sounds interesting to you and if you are located in 
New York we should be glad to discuss it with you or your 
attorney—all in strictest confidence, of course. 


801 Second Avenue 

New York 17, N. Y. 


enna neti — ay, - a 
i ae at i “ ee 



eee my ero 


pens petite ete eee 

bh eS pa heer er. Se a ee cig Pie SD ge tk bet ee ie , Pits me Pen ”, 
Wy. PERSE henge wi 5 neha se brats i Ree Rate 4S: cit ot, Pee rae « ii i Shae cee ewe aN, ey rie ord he Ek PR PEM ocho He She) Cpa te OS A ant ep ete ee eR Ry | RR are . Se Sane ae a oh: & hg Pe ee ae 
BP ed a Law ee Ge Baird A oho. Sea te be eRe Cee Eomaap shee ey SYST on CE om an ta ae 5 ee aa ( : ce Ge rarer a «Sea hey ey be wea NR embed a8 NAO Bho Sera oe Seta, gen a ae we ee aa ee ae Sate rea ele) = ey ae Oe SE SB PE 
Beet eo ase Chana, Pe i aR, Pra 5 RI eta een scent 973 sie is EES a wae ee Ree nig A ieee pai ip aes swaping IAG, Be ane Saleen eat ore: f Te Re tga opts aM fe PN de NS my ERM it cea CA atc cit ne, Bem ea es 
a ee Ene pores cee a ie ena i eae cent A 6 Ath Mee Ao rk Re en, RC ADs: tay gee UR eae ee A EAE bey Seah art)? tg PRE Re egress, ae (ae, ae or eeeb ee te ene ahi Sane SAS GON AN PUR Cie OOP Dt gy Te oC BROT LS Sty ag ee ee Ie | Poms ed GN Ar ARS Webs kay Sy 
BF ee es ae a aS, Sy Ph ae eae im ee 4 8 Namen es : Ree oy KEN Ae te gee co eae Ruma eg OA Aner ARE Set” bard slg iam Casha he LAA Spiers ca. es Peete Slee mage Hie CPI te SOON a na ht fulee c's SORTS SMamtor re ake ii ts, She ot Ws ae Sai Oa , opera a Masten 1-2) hs eecy Sb eee 
TS ete wage Re cet RR To MERON, 2a Poss eee Wee OME Meme SPENT guna REM Ce Pesaay Stas i SE DOR RS Wei tae ne lune era ees TUTE Stns bie ae es ee ba ute, See i = aa moana Sa 
eos ae ae si ar, ee hee ta ae Pe ee cae ase en Ae ape: Sates pes =, Soa ee ES SOY Peed Eta: Be nae NE al Le? oh . Ps Poke A Aiea PRs ee aatae, Stn? RE, sat eas Te: ah jane a Se eg ge aS en oki Spee yi A ari ye an 
_ , z s A ior Be its aa ce ri 2 Sot Phe \ eee oS SES SBA RE a Re aI D8 MAP Ye bd rm ttnty a aed et ge gh om cs © Gp emt: fay A Esse each og Ww eine ee kee, ee Ps ah Pe ier Satan ee | fle UR eT oS MER The f oe oid te eo eer Lk hal 
ws ey : 3 Fees, Ss ‘ 4 Fk cuneate Pe ae, * i 7 peste ge Gee pe Peal eee Pes ne een oe ae MoM Gr errant WEEN Chia sera mc) Sipe nate Rg RA AWE Ne ek Be eet 
ee tue Se. Te? we “eee Fee ae ee an ies ia gisele Aen et ae any aa : Fete ee ora GPs ee. ip ae DA ec eae gsr ee par hee es ka ee pda enc. Goes eh 
pee era a pees os." f i ee ‘ ial eam ES se ro ae Pe 3 dees acne Seiten pein ta 2, eee ee ate inet ed 5 a a 4 : : — ke ate ie Ty aa: : iw 
Ri en oe ar » : 3 8 ‘ = 5 y nine 4 : Ne ae ‘ ea + 5, ee) Fae ¥ 
cae ‘ : . ee Boe ay 
a 7. ae : . ee ae 
68 im 
eC i. 
| a | | q 
a a — | 
: ee | tig 
f- "6S@ ae 
. . Ae Se | 
- 2 oe | mM | 
‘, XZ ov a | | i 
7 P a <) 7 | } | . F P j | 
ed ~~ oe | a | 
, ae ' 
i s ‘ ) “ b 
: Ak . | 
/ 4 o)) | 4 
Ye x = | y -N ed i | 
- = 6} 2 N 
; (7 £ SS ae L.. : 
\ 7’ la 4 ~ E 
— >/? ¥ 4 [ 
. “ « ; Bs \ po 
¢ - ‘ 
. “he | 
| ! ine pm | " 
f : ¢) ff 
; rete | 
0 ee CME “si : 
Re eee 5% t 
WwO.oe oo BS > ae 
FIFO yr. BOS Soap 
Sr encis oe! 
PETITJON cialis 
2& oe PR a 
ia a 
‘i | ig mae ie e y fe f 
= pO ae 
bie: ee IAS 
fr i. — a aa : 
=e ee 
ar es ace 
a’ t ical on 
i . Sar 
oe Ba oii t also 
oe: cy, 
“ i ee cai 
aks eee 
eo: a ik 
y ae 
‘ a eT eet 
d . eee s ae © ee ae t ve 
Peewee aS » Sara a bi 3 Se i Ss ie: - in 
en: t es 2 Ee oe fa ia6,. a : ! 
ert: > = goa eo gi eens ae aS e %, = ~ ee ; ’ 
: , ‘ one f ae tc ete oo Oe i aes 
: , se oe an: 8 ee * es e it 
= . 5 x ee nn - 
oa : i ae bi ° Lege See tele Spee { 
ae S Lo as a ‘ x eee}: = ‘ © 
sie 4 + ENS ea 2 Re pe ag pats, Wi. hin 24 ie : es 
ae : Se eet aerate sae Zoy 3 eee 5 
“hi “ 5 as ay pie coer ps SS 1 ao x 
i ) ae ? ii : BB 6 * a2 i iis 
ie, a a ot ple eee eas thea i 
ae * ve — . e eae 5 i te See a ge h may 
oe ae “ yin ‘aaa z fee: 13 i Si say te " “ 
oe ae 4 nt Sere ce yee: i ese ase 
a [ ’ oe pas ake * Fe a eb a ap 4 4 ia nga ; 
" a he, eae ¢ : a anc een 8 
: ; om & a es 4 H eda 
, ed ae ae n ; See ae « ea" ie: 
amie: oa z : j OY, td . ete i, Pe Wee coeen i ? 
. Be as. g ~ Bay, : Sec gt NA alee OO iP ol i ‘ 
ae ; os ee ade # oe: Sep A cauhgt tree Se pes es 
i : . op Fiz + ¢ ig ; Var tee, 
a ; sod ry. aes :. a a4 : eh Gee ee ee 
Cae: 3 cS : i << oo , vA ad : oes Aah amesee pee 
ae a a 4 7 A * i els — ear 
mers: \ o a i fo* PS ' f : 
ere : oo" re 2 . 2 a bit Ae 
Roney Ae ee ee ae ot 5 I Ae 
ee 2 Os ee . 7 Pe aad 7 ‘ fo oo 
par a gd eae . : * ca *! ¥ | ge oS 
+ cea ice 2 4 oh 5 ieee P ee Miki mm < Pe} ; | Pee ee ace 
AES 5 ad oh Sete 44 ae ” E., ," ‘“ ees § cane 
: Bee "4k Eee Pio Na es Re : te» Bx | peo sn ny ake 
oe Meets |. Ste Se cS ors Yee . ee E van os: Deteie  o os 
eee Boo rae : GaSe tat ae ai APSE ee ae ee 
a oe a So . A. Fee. eae 
ae A : i *, 2 ee ee fe 
la a ee Ree x . i te ow wf ie hee ” eee Hg 
ean tg a i , * Nake hs See - # he : ae a 
oe * ai : batt te Wks hy ie os a . oe Meaierrs 
aac ‘ .| &° } Pea : : a &, et . : "aaah 
ey “ 4 ‘i - -ea? Pe ae Pe a ey ——._ tA & 1% as «sie ; 
BAe Rise 14 : i. p> ee Rte —  .. . ‘ | { re ie 
9 see | i i * ” ‘z a & me p' + a ee Ty ae 
ses Se Pre «tty ‘ RN ¢ Ez ee, 
LP eee nee iar 3 Bi ae ae 
hate the ‘ ae ‘ Pie te ee’ = j can 
: ise | ' x are " ‘tie Pe es \ Reese 
>. bee | YW OI ~~ . soins 
ie 5 a : ee A : i, . ~~ a | 229 ped ae eee 
moe a oe my * bis: ae See « ee S a eee 
Seon Bia 4 Bes ye POR Bee * $5 es Be pat es 
eae : y “Eee Mire es SS aS ae Seems 
- - By oe a Bhs = x PS 7 s a Hee 
ee z : ate ee Eo SE ere ae Sed a os a 
sean ayer ‘ ' 2 MMI ge 2S, —-_ /!. ce Br cork 
ae pir ees ; é 5 a bees : Ais * ae a : 
ey ane Bay: ee , oe ed * s ca ey = ™ = 
it #5 ea a gi b ae i r i a aoe fon, il ‘es 3 2 te e } . oe 
ao “ Oe Ee dea ap i es ° eine 
Res Se ee . 2 —— -— a : SE 
% 2 Cn ae tp aa > ee Sao a) ites F oC 
- el : eee Seeman P A ae 
is SB gis Pic. Meee Ti. gee ae Fi += 4 ot en 
a is: = we ge Sieur Fes a q ae ae & . a } ae 
es Hoa eae Race Nees 3 7 | ia! aha 
cue Eas aay 1 Be eeea iS 1 a rf Beit 
a ee setae. 1 sean a i ‘ | ee piatetae 
“a Sg, eae ” tle aan | ow 
ae Picasso ee ce oo at 
ate Ave | ie o% gia ee il aoe ‘ “ 5 
aes ee oS lees ieee oo oie = “J es is 
Nae — gets, ee , 
Sai yas . fee aia ; sss! ere 
eres em oF hy i ae 
aes Apion soe 
ome Sess sss ; wade 
ieee x = - ey 
haa ee ei re 
ae ater We 
— ni ss = ra mr < 
Para ee este 2 
. ses Se ON ae G 
=e A aay ras 
coat , rs 
pai re ee ce 
iy Ss eas ae 
SH later : niga: 
DS europe pitied 
5 hey aoe Sarees 
iis a pe 
pera ree aes 
ete ee ae 
UREN J ‘ aks eis 
ae sr 
228 Tae a 
pater F ey. 
ae ie dt 
Srp age ae ‘ 
S.A 7 
oe ie 
a | ee 
; | 
. | 
ao, ea | | , 
eS ee 
— | ee Z 
on Lin : es 
ie Res a 
taken Va ey 
ee ee 
een, ete ae 
* pms 7 A rf r ae, Waar cee ghieg~ “s R) 5 Wat “ A aed » Stee, 2 . Ms . w \ - z 5” , Fy em mn i ’ * * F ay. 4 ‘. 
¥ he, \ Coane os" ty he = 3 ih be, wie Cs cyt es or ‘ Bn Wee be foe Ree ues Ue ce ttn CN ie nS ACES Oates Sc ier E fon a Me: Lie koe re r eps y ooo See on ues 5 Least: 
ai Pee Ade gage ~ “ur af nae A hate st ye) oe i : Np tp ge eee 3 Soa fe, ay: ei * = Sy, Hoy . ‘ 
~ e one x Peal % a ae.) kee Dea nF rr ar 4 6d Fes = 

BR hg et 

/OSS Market Data 

& Directory Number 
of Industrial Marketing 

Frosh off the Prose | 

|The Only Single Source Book That Gives You An Instant View 
‘Of Every Major Industrial Market In The United States and Canada! 


Which of Them are GOOD Markets for Your Products or Services? a complete listing of hundreds of special market 

, : nie surveys conducted by business papers. These sur- 
a first one —s of Tied Good uments ea veys aa sent by the business naan publishers to 
ion from which to make your initial judgment—is almost an > 

impossible task for you and your staff without the Annual Market Data Book readers free upon request. 
Market Data Issue. Easy with it! The MDB editors and com- PLUS 

petent staff work year ’round securing every known reliable, = 

authentic source of market data. They screen it, combine it, complete information sbout hundreds of DIREC- 
condense } pres give vy an instant, clear conception of os TORIES and CATALOG FILES published for 
extent and character of each market ... the current trends : <<. : : 

... what the industry buys ... how the industry buys... Business. This information appears in the section 

devoted to the trade or industry served by the pub- 

Over 2400 Business Publications Serve Those 63 Major Markets No other service anywhere gives you all of the information 
le you'll find in this amazingly-helpful book! 
You Get Rates, Specifications, Circulations, ns = 

$ ss, The Market Data & Directory Number is available only as 

Mechanical Requirements, etc. for each of them! S.-3 part of the complete Industrial Marketing service. By enter- 
westerns ing your order today your subscription starts with this 

Once you’ve decided which markets are most likely to be recep- ee 556-page Annual Issue and includes the next twelve issues 
tive to your products or services—you'll want to know how to Ze of Industrial Marketing—one each month. ALL THIRTEEN 
transmit your selling messages to those markets. You’ll find eon «ta ISSUES FOR ONLY $3. Each monthly issue of IM describes 
all of the business papers listed in connection with the industry SAS ae the latest techniques, methods and developments of adver- 
or trades that they serve. Where a publication serves more than gee , tising and selling to business and industry. 
one industry it is cross-indexed under secondary industry so you oa 
can plan complete coverage most economically. You are even 
given the name of each business paper editor! (Great for pub- 

civen the name fd" Or ORDER ON APPROVAL— 
There are Scores of NATIONAL TRADE ASSOCIATIONS | °---------------------- -- 


200 E. Illinois 
American Die Casting Institute, ‘aa The Market Data Book Covers Them All! 

Chicago 11, Illinois 
Please enter my one-year trial subscription to Industrial Marketing at 
366 Madison Ave, New York 17 
American Electroplaters Society, 

your low $3 rate. I understand this includes the 556-page 1955 Annual 
Market Data & Directory Number—just off the press—plus twelve other 
P.O. Box 168, Jenkintown, Pa py! One of the finest ways to get current informatic:: about issues, one each month. If I’m not completely satisfied after recei 
Bp hg ne “trends” in the major trades and industries is ‘> keep 

American Gear Mfrs. Assn, Empire ~ 

the Market Data Number, I need only say so and sery.e will stop wi 
f . r . . no cost to me. 
annem Cues in contact with the national trade associations .erving 

American Iron and Steel Institute, ’ 

j imerican Tron and Steel those fields. The MDB gives you a complete list of each 
American Machine Tool Distribu- national trade association. Where a trade association 
eae at eee serves more than one trade or industry you’l) find it 
Ne ee cross-indexed in each field so it’s easy for you to keep 
in touch with all the trade associations serving the 

markets you are selling. 

My Name. mea Title 

Company. ee ane eet ne 

o ion }Address__ tiated 


ty. Zone State 
0 $3 enclosed O Bill firm 0 Bill me 

Are pe et ea eee ae Re aes ce Pim OS NE eS feats EO aM eNO itis shoes Peretti RceN opt ghee AT: hata cared tess aed ed | Pe MEM cet a | Seem tea Seige yoni ea Ips Wed iN oer i Hae ty heals Mem peat R ee gene gi G7) cae Metre tamer hs oN ef geen Te ee ae 
ete ree ay rts nee RM cra. ah, colcnes Nay ees ie ak i Ein eae ay Scr gar ae Ea ache Pak 5 teers ET 5 RE Be Sate Seg ae Oe SF Bee AE Roe eS aay ee ae Soe Sate Ee aby tn Ree C a cee eo Rey ses, sR ees a TS ai ak Mpa erie ne a Bo SRLS 
sy tiae, Vos Pi.” ig? ier > Aad fa VM SES SUaee Sie ear Peet. pat eR BE Eben ye ae eR a gh ‘ PRE AES tae a eat Oe ALE <a Rr gie le rig PN a Ae aay 4 Sata Rr as at CL Na aa ar ie RSE) WR Te re nC Lae ak em, De, oe Raa to Uk AN OE eh Mr a Sey Ge Rae 2a ergs, 5 og Be HST RE 
Spt iS5, 'S tras OSE as Baas ae et ed rae Ch te | Cent Ce ple A Pe OUI i CAEL RS MURANO Te chaise TCS A Sage A claire he Sere. Wibiae hn SaaS oie? tone Aare Sa js Se “ For agente ye ily SR Seago dees eee eh nae ee Eee et Nee Sk Cg ieee ae Vig oat a Rat im fs 7 
re et a, i ron te are Sa ‘ieee SA ae pee Stee aa, oe Se Pon Ser < et a ese aie es CAA or sages ae ate eee me ea Mea eee ae NE es ITED a gee ee oo “J She ete ak Cog eee: pees et 
ee Sa RAT re a Ege, > Ga Nee meg rg ne CMe eae A, Scheer eI ch Od, oy RA Ce Rae Bg eae 1 Ae PO eas fk ai ee, Oe ag: on ae ee Oe Tee RS ee a EY Selene eer | a oa ee 
deme ag eS ee pe ene Sec =. gee AR eS ake. oe neaiasetas * 2 ae Thess gees RR aeEs ae ma © ac ASSES aati, ett ani he = Bey. we ape ae fac 
4 Ppa FoR Wing Sirsa ee tiae ANS wa Tmeka: VC a re ot Roe lee ati Se hao bien) a tk eon res e eis te ; are : z St alt % Mears 3 a ee ees a4 5 Eee ae a a eg 
oe ee i: PUR args 3 tg Hi J es Mee he. ame ae Be ct a ee Bree rag ace eed E be ues : ee 5 sieges bse Rly Gee, nit ae aaa ha aay La (rool rare hoc) 2. veal eh aa oe Val Beer at ie 
a es ey Se ieee ee ck SNe ee ke, eae sic RARE NEY cess Be Ly a ae adalah eat gioeeane i a i tig Se ec 2 7a ema aR no Sean eri a eacce En Wheres 3 ae 
Be: - aa 
i oN <a 
: } 
i. FOr oo : 
| | N Y : 
? \ es : : mas 
é zy i see SS : se : ? : 3 ; = ae 
A 4 . ‘ Sees : . a x S oie : tt ese Meee See eae Caan: aS sunS, Py 
‘ ) ; . u pe oe . ; ae sess = ans Soa Cries eee a Sta amr 
5 Sn we a . Ree ee eS 
a . & - ¥ Ser eS. ea 
i a : Oy SS Gua MS eee Um ON Se 
re : i ae ot RIES Gama ee ooRe 
; ais ee a a es 
eer et Oy, Series ape oe ue ae ie 
‘a : : es anaes pe asap ic oe ok GMS a Pg etal 
t : ey RS se e eee ‘ e 
i — a 
et , 4 f 
es ~~ 
i Y | 
it ad “ . % , > x 
a SX) 4 7 ——Th TY 
: : : ; \ ~~ oA \ / v \ rs 
\ ‘ . , 
yza a / iwal aw 
{ <6 LP (_ a. 7 f : 
KN (ORS amma oa 7 
} 7 \ . 1 8 , 4 , 
{ re » vA > aD { # eo =~ y = { ! , fi, 
7 i. P cy “ nee 
pea ee ybts i) oP Ae C4. me 
«ie \ 4 / Me, 7 , SS oats 
BR ae y if, 7) ia) \ . 
se P ( f ss \ am. are 
ici ale (iA ‘ \\ . wo 
eye o; we , an 
aaa a a6 wf Ly Ss ' / LE was 
Se ten —- + y / ees 
. eee Sige ‘ 4 a 
es Ee “id 
‘gs Sayan 74 == ; ag 
eet Wg URS => Ye = 
at as i 4 Pe ese Fon 2 ye 
eae S Lie. A RBI ; 
ae i aa xX 
* a x 
} ‘ Z “ o_ . > 
|. LL * Se 
| wae , i a 
ai Te oe ie / { iy eee 
4 wont 
2 = ‘ 
ie q hy ae uA 
are LE ae ae ——S & 
. See". Zp a = 
ld cPansee or hy j 7 £ 
_ acmmneee 
Si lee a ee = 
— oT j t— a ' 
- TR ti oe 
haan a 
‘ Pe ice 
a Bip liad ape 
ery : regs 
H SA aa 4 Te, 
4 — eas 
ae = 
ss, of 
~ ae paS 
’ ae me a = 
— a Tee 
es a 
ii nn \ 
i on 
oe i 2 : aaa 
Sees: =~ ===} ee 
= Ao Bi 
er) { 
a oe - 
! Bat , TE ee 7 
Bn ‘ 0 —————— i a 
ey S | a ne oe 
ieee J —_ a - : — 
ere ——, a 
F fa: ea : “$3)\——— fama c + 
a ' - ae 
PN Te  —hCOlCU oe 
a i cee \ ig . “ 
ie a 
eee. re 
et ioe 
i ei: ms ae 
% ‘ a 
eS » 
: alc ree 
] = et : ry e 
, re y le ota 
F we ~~. “ 
pied J 
oe ; 
a ! 
ad i gt ke _ ; . ¥ 5 
' eR . Ee 4 , ; i} { 3 - Pye oa Kee a e $ oe . Fs > 3 i + “4 2 ‘| i aro, ee 

Hilton Buys Control 
of Statler Hotels 
for $37,650,000 

BEVERLY HILLs, Aug. 4—In what 
is believed to be the largest trans- 
action in the history of the hotel 
industry, Hilton Hotels Corp. has 
acquired controlling interest in Ho- 
tels Statler Co. for $37,650,000 
(753,000 shares of common stock 
at $50). 

The purchase was made from 
the Statler Foundation and various 
trusts created by the founder, Ells- 
worth M. Statler. A similar offer 
will be made to all other share- 
holders to buy their stock at the 
same price. If the offer is accepted 
by all shareholders, the total pur- 
chase price will come to $76,000,- 

= With the acquisition of the 
eight Statler properties now in 
operation, there are currently 26 
hotels owned, operated or leased 




Read and Believed in by 
7 Generations. 

Same 2,100,000 Circu- 

lation Guaranteed for 

1955. No Increase in 


* Blankets the Rural South 
from Virginia to Texas. 

%& Reaches over a million RFD 

% Readership is intense and 

% Every advertisement next to 
editorial matter. 

Write, wire or phone for 
rates, closing date and 
detailed information. 

76 Central Avenue, S.W. 
Atlanta, Georgia 

by Hilton Hotels. 

Needham & Grohmann, New 

York, is the agency for Hilton and | 

Young & Rubicam, New York, is) 
the Hotels Statler agency. 
According to Publishers Infor- 

mation Bureau figures, the Hilton | 

chain spent a total of $352,368 on 
advertising, virtually all of it in 
magazines, in 1953. Statler spent 
$668,130 in advertising last year, 
also all in magazines. 

Up to June of this year, Hilton 
has spent $177,492 in advertising 
in magazines and Statler has spent 

$1,000,000 ON ADS 

New York, Aug. 4—Sheraton 
Corp. of America has budgeted 
about $1,000,000 for national ad- 
vertising this year. In addition, 
Sheraton hotels will spend about 
$500,000 in their home cities to 
drum up trade. 

Nationally the hotel chain uses 
magazines, newspapers, outdoor, 
direct mail and hotel publications. 
Batten, Barton, Durstine & Os- 
born is the agency. 

= The magazine list includes Life, 
Newsweek, the New Yorker and 
U. S. News & World Report. Full- 
color pages will be scheduled. 

One of the hotel chain’s current 
aims is to boost weekend business. 
As a means of attracting more 
family trade, the Sheraton hotels 
recently instigated a _ policy of 
sleeping children under 14 free. 
The small fry must be accom- 
panied by a paying parent, rela- 
tive, etc., in whose room a cot can 
be installed. 

Weiss & Geller Gets All 
Beam Distilling’s Brands 

James B. Beam Distilling Co., 
Chicago, has appointed Weiss & 
Geller, Chicago, to handle adver- 
tising for all Beam products. Pre- 
viously, Weiss & Geller handled 
Bonded Beam and Jim Beam Ken- 
tucky straight bourbon. 

In addition, the agency now 
will direct advertising for Beam 
Pin Bottle, Ph. Boileaux brandy 
and Beam’s Royal Reserve 12-year 
old, formerly handled by Burton 
Browne Advertising, Chicago. 

Noodle Firm Names Agency 
Inn Maid Products, Millersburg, 
O., has appointed Byer & Bowman 
Advertising Agency, Columbus, to 
handle all promotion for its egg 


Hutchings, Inc. 


or, in the 

plain English of 
our engraver's 
craft, ‘Practice 
is the best 

Miller & 

(Continued from Page 1) 

would go very well with the music | 

and news format. He called in one 
of the fathers of the radio jingle- 
writing trade, Austin Crooms- 
Johnson, who was half of the 
“Pepsi-Cola hits the spot” team. 

As a start to his assignment, Mr. 
Johnson spent several days listen- 
ing to entertainment WWSW style; 
he wanted to get the feel of the 
station before beginning work on 
the identification songs. 

While in Pittsburgh he wrote 
“rough roughs’’ for good-morning 
tunes, program lead-ins, identifi- 
cations, weather reports, time an- 
nouncements—and baseball scores. 
There are even happy and sad 
sound effects to be played ap- 
propriately depending on how the 
Pirates fared. 

= Back in New York, orchestra- 
tions, varying from sweet to swing, 
were worked out with Eric Siday, 
formerly of the Fred Waring group. 
Since 24 hours of broadcasting 
adds up to a lot of identifications, 
the original tapes were edited to 
provide as many different-sound- 
ing versions as possible. The whole 
musical approach was built around 
a “listen to the stars” theme. 

WWSW now greets its morning 
listeners with this little song: 

“Good morning to you [boy sing- 


Good morning to you [girl sing- 


This is WWSW [both] 

We’ve got such wonderful pro- 

grams in store [group] 

Variety, sportscasts and music 


News on the hour 

By night and by day 

Over WWSW 

Pittsburgh, Pa.” 

® Throughout the day and night, 
whistlers, singers, jive groups and 
a variety of instruments, ranging 
in mood from soulful to synco- 
pated, give out with station break 
tunes for the independent. 

One, for example, goes like this: 

“If you’re only visiting Pitts- 


We hope you enjoy your stay. 

This is WWSW 

Pittsburgh, Pa.” 

When Mr. Eastman and other 
Blair radiomen heard the WWSW 
songs, they were so impressed that 
they asked—and received—the sta- 
tion’s permission to play them for 
other stations. 

WFBR liked them too and was 
soon off on a Johnson-inspired 
singing binge of its own. As in 
Pittsburgh some of the breaks are 

‘John Blair Stations Hit the Spot with 
Call-Letter Jingles Both Sweet and Hot 



letters come about every half hour. 

(A part of the strategy calls for | 
reminding the listeners what sta-| 

tion they’re hearing more often 

than the law requires—without | 

making the frequent repetition ob- 

s At the time of night when WFBR 
plays popular records of the love| — 

song variety, programs kick off 
with this specially written ditty: 

“How I love to park in the moon- 

In the moonlight... 

How I love to cuddle in the 


With my arm around a boy in 

the car 

How I love to listen in the moon- | 


RALPH E. WHITING, who resigned last 

week as general advertising mana- 

ger of Armour & Co., Chicago (AA, 

Aug. 2), will join Earle Ludgin & 

Co. Aug. 23 as a v.p. and account 

so Ge mane by te sarlight| Fondon Division Gets Four 

How I love to listen in the moon- 

That’s the way to cuddle in the 


With your arm around a boy in 

the car.” 

Mr. Eastman thinks these expen- 
sive jingles will pay off for the 
stations in increased ratings, which 

in turn should mean more business. 
The effects, from the sales point, 
of view, can not be assessed until 
fall, he says. 

Two other stations, WOW, Oma- 
ha, and WHDH, Boston, will soon 
begin singing out their call letters, 
program lead-ins and weather re- 
port introductions, and _ several 
more on the Blair list are consid- 
ering switching to the tuneful ap- 

TV Script Writers 
End Walkout Strike 

Ho.titywoop, Aug. 3—A walkout. 

strike against the three major 

television networks (CBS, NBC) 

and ABC) was ended today by 
Television Writers of America, an! 
independent union. 

The strike was called July 21, 
(AA, July 26), when contract. 

for a per-script scale ranging from 
$425 to $600; the networks had of- 
fered a high of $450. 

Ben Starr, western regional 
president of the union, said the 

strike was called off because “we | 

were unable to sustain the strike 
without the support of many who 
sat on the sidelines. It became ap- 
parent we could not win without 
that support.” 

The union has about 400 mem- 
‘bers on the West Coast and in 

still talked, but the singing call|New York. 

with the networks | 
broke down. The union was asking | 


London Advertising Agency, 
Newark, N. J., has opened an in- 
dustrial division to separate its 
consumer and retail accounts from 
its industrials. The division has 
been named to handle the adver- 
tising for four companies: Reaction 
Motors, Rockaway, N. J.; Theiler 
Corp., Whitinsville, Mass.; R. Gelb 
& Sons, Union, N. J., and National 
| Protective Corp., Baltimore. 


Stays Brighter 

| @ New Sunbonded 
DAY-GLO retains its 
eye-appeal at least 
twice as long as Regu- 
lar DAY-GLO. Specify 
Sunbonded DAY-GLO 
for your summer 
24-sheet postings. 



4732 St. Clair Ave. + Cleveland 3,Ohio 
4097 Madison Avenue, Montreal 28, Quebec 

207 N. Michigan Ave.» Chicago 1 

-vinGinia “ 

* : 










Nationally Represented by GEO. A. McDEVITT CO., INC. 

ee a . 
a E: 



a ae eg RS os Wee ae Asay Se ct ge TF ce Naat ete DEMIS od afd : f SHE Se Pa CARNE DB Ba abe GR ON ESF Thaheg U3 OO cae lees Mestre: etd ae Bn eeerey GS ghee Cu) a eS] a Th ke 2 ene Cees ere Rat hed TP Spe hg tee ant ten eae yo Bn Need a era Wie, ig GA ee Se Oe ore a eed 
ae Gre eae ene ee ARE Bee ats Eek a) Aa ad oT Ne Aes GOAT etal Pers ly. en te eae a BREE NS nn iat Oe age, hey RE Gee Od Ke Mf 
ES gla MT Res aca Oy ASR M SGE SR PSC aaah: ag RD Lae ge Soci A Spc gion ngs Milos cin Mera e wt PPR RRS ge Mie ie ws haa tg BON Cy meres et Ue ar iy pag ya te em gerne "COW Gemge terte Ma aa ee WAS Mage Cae R STS fy Cty oS Seem SR ee iets mean (ats eos penal Bat PRONE rote tam NEE PA ah. oy SPL GA 
Pn ae rei ae ees Be ee man aR Bee Ns ES one en toe. aoe 1c eg Mee Se Oe ke Ce ar a Bae eee eae TOON ar eS RN MORRIE eas Mik tia hn Ae fae a ke ae. Ne wis t a ro ati 3) ee ees oD wie Peeks ee Bo) gee Se Cie, as Re reas EE SE ED OP EN, Tee tt Baie ea ON ae ee ake 3 
Pie 2, ee Ett NSS aes eee Sees Tae ahd ce se ber Ph a a ha asa a He Madina Ae Coen oe peta Sac Merges ata dea aan an amet iatips ee AF aa pia eyo or re Ties Meee ta Cab ian Fate 2) Raia a Saas een 
eile 2 tars ane siete BAe hp Os eer ce or aR RS Tenia. Chae: Yona Unde natin ean! Seen ata ee Boras eee Pa ee bi eemaie st  enipaied co Ca =e aa te a os aaa ata A ae Ne ee cued ne Ta Reie: hooey pita oe 
i fe ait Pigs oe Im ro al cates EE a 2 pike eR aan : Pb Mad OTe ee aes abe mt eas ee A 2. eae Pe ao aie ate aie M2 St, Scan? an fee RL ay Rubee ah “ee te OB Pee ie 
: ear a Wii SO rag tee ES 1a Ag waned ¥ oe es , : ae a oe wis Ji ie ~ : SRE eee oad _ oe Mey eat PY 
Sn Re ety, te = Scie Aa ae SCS aaa Sale , eae a ri " : peti Aes : ‘ : : es ON : we ? Z Mi oe ey eae SS RR i ; wre cea s BS RA eee 

ie ea gle sr a ee tae ae 

ee ee 
ae ee 
at parse: 
( Ra 
70 Advertising Age, August 9, 1954 
ey i Saha . “Wig eek 
| Ee : vo ee ie, . me 
= us peg Ss ns 
= nae 
Ss See aoe 
. ae ¢ 2 < : Sees a 
 r—iszr nn | a. oo. ee q es 
gee ee Sa Sa a BRS 
oe ES cor pe 
1 ee ¥ . Re ee: & 
ES Be ae “ Bd q a 
— es a es Sys ae — a 
| fs : | . = — : 
La : ‘ibe 4 Bee 
jae i : ; 
TT F Ss : 
Pee te tae as ssa 3 See Ss f 
Po Se ; so ee 
e é 3 : * 3 as Sa : 
BRS cata : is . ‘Se } 
REE Re RES CS. | ae : 
| | ft 
eee eee ra. 
yin tare | 
Sapa sy aE 
sae | oS ne 
he | ea 
ae ee Ses we 
La haha | .i Teg esa 
Spokes } | Bipeeaaiiec 2 
er | . 7 ne “4 
7 } es 
=i Ree 
Pies Pee aoa 
nee ee 
Peceni leer 
elie oe gaa eens: 
a eae 
=o y ag 
ee <ciiiciliesidipeniaiseataiticrnininiiasihiahedinencintanan =~... J cae 
tN | ee ee 
ah SS ee ae 
7 | one 
| a ene se ef 

FF _ \@ 
aos | =. ree 
anes — ae 

ee an ie = 

a eis 
| : 5 ae ea 
| Bisse oil i 
Cage SSR en ee Sa ere | q 
% % a.) cose 
ze ae 
¢ | il ie 
t por 
Sete es a a Ao ae 
ad eae } | eee 
ao aes ae . ; - i 
Te are a . 
| = 
ate or Pome, 
i i 
oo zg 
Piss: a 
: ] es 
Mat : ae 
bes ate ee 
Ne oe ; ay At ; Ye 
ig i ; 
eee ae Sete 
etal : | spa to SR 
ale a | : c cgi 95 a Cae ‘ag een, 
Bes A | ae ie eine > ema See Jane Ble 4 i i Te 
oe ¢ peat 
es i d faa Rs 
aresy | bs Bie Sel amie 
abated i , ERT 
oe | : ee 
yaad J a { i eialea 
Bae a ed 
a i ee 
ae Spar | ee Fs 
Wen pee ‘ 
aoe | gael 
reuatee . _ ( rane ees, 

a | ica 
ite: ee Pte 
os aE eel 
Spay oe Beni vn i, ee 
Ree Aha Se 
naar i or ve ie 
pian ‘ ee : 
es eae t oe, : 

ar Spare a 
y sai. 5 
be So _ 
¥ } (gies 
BAS elnes 1 a ee 
ni eee ake cc > 
1/6 he ey a Ba 
i. | Ee ae 
Se ys | } Piha * 
fee ge mis i ; See 
Ra Stee pe ie 
nosis H ee aa 
air ..) oe a 
a: a. 0 a 
7 i | a ich. 
as i er ey 
aa i) aes 

“9 cng i cade 
Rare: | q a ae 
: (2 ee 

| ; ca 
, EE 
i ele 
nfo ele 4 bay ts 
; ee 

re ae - zz 
ict hae 4 | { : “am saat 
eae ete S  P =) { abd. 
piset se a 4 a 
= R al! Soe 

am COO nh $ | re a 
a eS SSS ° Shee 
a Oy (te weer 
- ; ( e a ee 

ss G pe eee te 
Zr, - ee 
‘ee oe 
a J Hay 
eis aie , so i ae tate Fa 
is Ha B- OF i fae 
Pa | can 
me fe cei : oad tae’ 
eth: Mave Ws : . ae : f : ron 
See Be: : . ees ae : Se 
ees Hen + . ee H Fase Be | 

Bie : : 3 besa M2 Sit 
eet: | = * Kors aoe 

oes val : .# J : platters 

DES ge z a bs Te “alae 

Renner ee a bs | 4 Pies ig ps5) 

gee Sa Se . re Me phe 
i ity a d ae CT nda 
, 2 i ag 

aod ails E02, 

vo ee 

ee si 

on | ae 


pi ihe 5 

. oe 

‘ i ane? 

Po = ~ 

‘ ae 

; aoe: 

; aie 

ie ee 

bs ee 
ic ees 
segaaeoe po = : 

“Bee Aa) oe epee a 

As BS 

ities © “ 

4 ' - eae se 
8 - "ee <i . 5 x < ne j 
bears oS ‘ P . it Dae is ‘ =i Me aby ma 4 6 PGS zed ark ‘ we ler i ‘ ne eo ie : 

Committee Okays 
Broad TV Sales 
Promotion Setup 

(Continued from Page 1) 

of sales and sales promotion who 
reports to the president. The fol- 
lowing department heads will re- 
port to the director of sales and 
sales promotion: manager of lo- 
cal sales, manager of national spot 
sales, manager of network sales 
and manager of research. A tenta- 
tive budget of $400,000 is contem- 
plated for the first year. 

The plan was worked up after 
representatives of NARTB and 
TvAB agreed July 2 that separate 
moves toward a tv _ promotion 
agency should be merged. NARTB 
had been working toward spon- 
sorship of an independent all- 
industry promotion agency, sim- 
ilar to the Broadcast Advertising 
Bureau, but an intra-industry dis- 
pute welled up over the mission of 
the proposed agency. Station oper- 
ators, backed by station repre- 
sentatives, started TvAB . this 
spring with the idea of creating a 
sales promotion agency that would 
concentrate on national-spot, re- 
gional and local sales, but would 
exclude networks. 

= Following today’s meeting the 
committee of 10 announced that 
NARTB’s television board of di- 
rectors and the executive commit- 
tee of TVAB will be asked to rati- 
fy the formula for TvB in a mail 
ballot. Results of this ballot are 
to be received by Aug. 20, and 
the committee of 10 is to reas- 
semble in Chicago Aug. 30, when 
it will constitute itself a temporary 
board of directors for TvB. The 
formula for the new organization 
confines active membership to 
stations and nationwide networks, 
and provides associate member- 
ship for others, including station 
representatives. The monthly dues 
structure would be based on the 
highest published non-network 
quarter-hour rate of active mem- 

The plan says the purpose of the 
organization is to promote broader 
and more effective use of tv at all 
levels; to sell present and pro- 
spective advertisers and_ their 
agencies on the productive use of 
television; to keep members and 
their staffs informed on advances 
in the art of salesmanship and to 
previde promotional support; to 
serve as a clearing house for in- 
formation on tv advertising, audi- 
ences, economics, and the force 
tv exerts on the community; to 
foster continued progress and de- 
velopment of tv as a medium of 
advertising, and to provide such 
services and functions as may be 
necessary to effectuate these pur- 

The proposed agency would 
have two general areas of service: 
in behalf of members, and directly 
to members. 

= In working up plans to start 
with a $400,000 budget, the steer- 
ing group noted that Outdoor Ad- 
vertising Inc. has a_ $2,500,000 
budget; ANPA’s Bureau of Adver- 
tising $1,600,000; BAB $700,000 
(and proposing to go to $800,000); 

and Magazine Advertising Bureau | 


Members of the 10-man com-| 

mittee are: Campbell Arnoux, 
WTAR-TV, Norfolk, Va.; Kenneth 
L. Carter, WAAM, Baltimore; 
Roger W. Clipp, WFIL-TV, Phila- 
delphia; Merle S. Jones, CBS, New 
York; Clair R. McCollough, 
WGAL-TV, Lancaster, Pa.; Rich- 
ard A. Moore, KTTV, Los Angeles; 
Lawrence H. Rogers, WSAZ-TV, 
Huntington, W. Va.; W. D. Rogers, 
Jr.. KDUB-TV, Lubbock, Tex.; 
Henry W. Slavick, WMCT, Mem- 

Last Minute News Flashes 
U. S. Steel to Test Do-It-Yourself Field 

CuicaGo, Aug. 6—U. S. Steel Corp. is about to test the do-it-yourself 
market. Packages of steel sheet and bars will be distributed to hard- 
ware dealers via U. S. Steel Supply division for retail sale in small 
quantities. Booklets of plans, displays and other merchandising aids 
probably will be included in the test. Batten, Barton, Durstine & Os- 
born is the agency. 

Morton Salt Sends Off New Four-Ounce Shakers 

Cuicaco, Aug. 6—Morton Salt Co. is launching its new four-ounce 
ready-filled salt shakers, packed three to a carton, with an advertising 
campaign in Better Living, Everywoman’s, Family Circle, Life, Western 
Family and Woman’s Day, plus Parade and This Week Magazine and 
newspaper supplements in Chicago, New York and Philadelphia. In 
addition, 3,000 outdoor posters will be used as well as frequent news- 
paper insertions in major markets. Announcement ads broke this week 
in grocery papers. Needham, Louis & Brorby is the agency. 

Borden Plans Campaign for Mull-Soy Milk Substitute 

NEw York, Aug. 6—Borden Co. is launching a specialized campaign 
for its new Mull-Soy powdered, a soy-base food for people allergic to 
cow’s milk. First ad for this new ethical product will break Aug. 14 
in the Journal of the American Medical Assn. Other major medical 
journals will be used, plus direct mail to 93,000 doctors and 53,000 
druggists. Paul Klemtner & Co., Newark, is the agency. 

Gray Sets Phonaudograph Drive; Other Late News 

e Gray Mfg. Co., Hartford, will launch a national advertising cam- 
paign next month on its Phonaudograph 111, a new combination re- 
cording-transcribing unit, with four-color pages in Business Week, 
Newsweek, Time and U. S. News & World Report, plus b&w pages in 
Dun’s Review & Modern Industry, Management Methods and Office 
Management. French & Preston, New York, is the agency. 

e Lamson Mobilift Corp., Portland, Ore., manufacturer of fork trucks, 
is switching its account from Don Allen & Associates to O. S. Tyson & 
Co., New York, which handles advertising for Lamson Corp., Syra- 
cuse manufacturer of conveyors, pneumatic equipment, auto pallet 
loaders, and similar products. Both companies are subsidiaries of 
Lamson Corp. of Delaware. 

e Molesworth Associates, first public relations and advertising agency 
to specialize in serving clients in the atomic energy field, has opened 
at 261 Madison Ave., New York. President is Gordon R. Molesworth, 
former public relations official of the U. S. Atomic Energy Commis- 
sion, and since last October director of the nuclear energy informa- 
tion division of Bozell & Jacobs. Mr. Molesworth told AA that he has 
five clients, but will not be able to release their names for another 
week or ten days. The agency, he said, will provide both counsel and 
service primarily to industrial companies active in atomic energy de- 
velopment or planning to enter the field. 

e The Federal Communications Commission has awarded tv con- 
struction permits in two contested markets. Tribune Co., publisher 
of the Tampa Tribune, was the winner of a three-way contest for 
Channel 8 in the St. Petersburg-Tampa area, while Beaumont Tele- 
vision Corp., operator of Station KFDM, was awarded Channel 6 in 
Beaumont, Tex. The latter reversed a hearing examiner’s decision 
giving the channel to KTRM Inc., on the ground that the channel 
might come under the control of newspaper publisher W. P. Hobby, 
whose newspaper and radio interests overlap the Beaumont area. 

e Robert J. Runge, advertising and sales promotion manager of Thor 
Corp., Chicago, since 1950, has been named advertising manager of the 
Norge division of Borg-Warner Corp., also Chicago. 

e Test marketing for Pin-It, Procter & Gamble’s new pin curl home 
permanent (AA, May 10), has been extended from Providence to 
Atlanta and Syracuse. Television and newspapers are being used. 

e Carey Salt Co., Hutchinson, Kan., has appointed Ruthrauff & Ryan, 
Chicago, to handle its advertising. R. J. Potts, Calkins & Holden, Kansas 
City, is the previous agency. 

phis; and George B. Storer Jr., 
Storer Broadcasting Co., Miami, 
Fla. Mr. McCollough and Mr. 
Moore served as co-chairmen of 
today’s meeting. 

dust control specialist, and Lawler 
Machine & Foundry Co., maker of 
lawnmowers and other metal 

Dunne Joins Sales Staff 
Christopher J. Dunne, formerly 
with the Fawcett Women’s Group, 
has been named a representative of 
House Beautiful in New York. 


New York, Aug. 6—Joseph M. 
Brisebois, 58, manager of market 
research for U. S. Rubber Co.’s 
tire division, died yesterday after 
a brief illness. He had been as- 
sociated with the rubber concern) 
since 1929. 

After graduating from Bowdoin 
College, Mr. Brisebois was associ- 
ated with E. I. du Pont de Ne-| 
mours & Co. for a time and then| 
served in World War I. He was a 
member of the American Market-| 
ing Assn., American Management| 
Assn. and the American Statistical | 

Four Accounts to Allison | 

J. Howard Allison & Co., At-| 
lanta, has been named to handle 
advertising and sales promotion 
for three Birmingham manufactur- 
ing companies and the Atlanta fan 
division of the Murray Co. of Tex- 
as. The Alabama clients are Gos- 
lin-Birmingham Mfg. Co., sugar, 
chemical and paper equipment 
maker; Fly Ash Arrestor Corp., 

ROGER MORAN has been named a 

creative director and account ex- 

ecutive of Weiss & Geller, Chicago. 

He was formerly an account exec- 

utive and a radio and tv writer- 

producer for Earle Ludgin & Co., 

House Passes Auto Bootleg Ban—After 
Senate Has It Stalled Until Next Year 

WasuincTon, Aug. 5—The House | 

‘today rammed through legislation 
to outlaw automobile ‘“bootleg- 
|ging,” but the Senate interstate 
|;commerce committee had already 
voted to pigeonhole the issue until 
next year. 

The “anti-bootlegger” bill was 
sponsored by the National Auto- 
mobile Dealers’ Assn., which 
backed up its drive with a barrage 
of letters and telegrams from auto 
dealers to House members. 

At hearings of the House inter- 
state commerce committee, deal- 
ers said their survival is threat- 
ened by the fact that new cars are 
getting into the hands of “unau- 
thorized” dealers who sell them 
at cut prices. The anti-bootlegging 
bill was strenuously opposed by 
the Federal Trade Commission, 
the Department of Justice and the 
President’s Bureau of the Budget. 
But it was unanimously reported 
by the House interstate commerce 
committee last weekend and put 
through the House “by unanimous 
consent” this afternoon. 

® The bill says “nothing contained 
in any of the anti-trust laws shall 
render unlawful any _ contract, 
agreement or franchise by which 
any dealer in new motor vehicles 
who operates as such under a 
franchise granted by the manufac- 
turer of such vehicles shall not 
resell, either directly or indirectly, 
any current model motor vehicle 
made by such manufacturer, to 
any person, partnership, corpora- 
tion or entity engaged in the busi- 
ness of selling new or used motor 
vehicles other than a person or 
entity operating under a franchise 
or authorized dealer agreement 
with such manufacturer.” 

The House committee’s report 
said anti-bootlegger agreements 
were standard practice prior to 
1948. Since then the Attorney Gen- 
eral has held that they violate 
the anti-trust laws. 

The report said existing system 
of manufacturer-dealer relation- 
ships have emerged as “the most 
economical and satisfactory” 
method of distributing cars, from 
the standpoint of the industry and 
the public. 

= The report said the industry 
originally tried distributors and 
manufacturer-owned outlets, but 
that manufacturers appear to have 
decided that the product is best 
sold through independent dealers 

“operating their 


“Such a dealer organization 
must, however, be healthy,” the 
report said. “Experience has 
shown that only profitable deal- 
erships can render the aggressive 
selling and efficient service need- 
ed to sell cars effectively. 

“The general reasoning is that 
the manufacturer is no stronger 
than his dealer organization.” 

The report said dealers, large 
and small, handling virtually all 
makes of cars, are urging steps to 
stop bootlegging. 

on own fre- 

= The issue came to a vote in the 
House this afternoon shortly after 
the Senate interstate commerce 
| committee voted to put aside a 
|similar anti-bootlegging bill. The 
senate committee instructed its 
subcommittee on business and 
commerce to look into the prob- 
lem this fall and submit a report 
early next year. 

This subcommittee, under Sen. 
William A. Purtell (R., Conn.), is 
to hold hearings in Detroit and 
other areas. 
| Under the procedure used in the 
|House at the time the anti-boot- 
legging bill was considered, a sin- 
|gle objection would have prevent- 
\ed passage and forced the House 
leadership to schedule it for full 
debate on the regular calendar of 


When the bill was called, Rep. 
Emanuel Celler (D., N. Y.) took 
the floor and brought out the fact 
—not disclosed in the committee 
report—that the bill was opposed 
by FTC and the Justice Depart- 
ment. He said amendments to the 
anti-trust laws which are opposed 
by the administration should not 
be adopted without full debate. 

@ Rep. John W. McCormack (D., 
Mass.) and Rep. Jamie L. Whitten 
(D., Miss.) both took the floor to 
say they thought the real problem 
facing auto dealers is the tenden- 
cy of manufacturers to ship them 
more cars than they want. But 
neither registered an objection to 
the anti-bootlegging bill. 

House Majority Leader Charles 
Halleck (R., Ind.) expressed con- 
fidence that the matter had been 
carefully studied in committee: 

“The gentleman from New York 
understands that in the closing 
days of the session, circumstances 
are such,” he said. “It does seem 
to me that a sufficient considera- 
tion has been given to this matter.” 

Rep. Celler again protested: 
“In these closing days of the ses- 
sion I think we must be most care- 

However, he then withdrew his 
objection, permitting the bill to 
pass, perhaps knowing that the 
Senate had already stalled the 
bill for the duration of the cur- 
rent session. 

FCC Eases Program 
Requirements for 
UHF Applicants 

WasHINcTON, Aug. 5—In a move 
to make survival easier for 
hard-pressed ultra high frequency 
television stations, the Federal 
Communications Commission an- 
nounced today that it is willing to 
consider applications for u.h.f. sta- 
tions that will not originate any 
local programs. 

By relaxing its rule requiring 
stations to offer a balanced pro- 
gram including live local pro- 
grams, the commission was, in 
effect, clearing the way for u.h.f. 
applicants to eliminate costly stu- 
dio equipment and programming 

a More important, the commission 
opened the way for established 
stations to consider what would 
amount to satellite transmitters 
which would duplicate their pro- 
gramming in nearby areas beyond 
the primary signal range of exist- 
ing u.h.f. transmitters. 

While each additional transmit- 
ter built by a u.h.f. operator to 
broaden his coverage would count 
as a full station under the five- 
station “monopoly rule,” the com- 
mission said it will waive rules 
controlling the duplication of cov- 
erage in an area by stations under 
the control of a single individual. 

The net result, commission peo- 
ple believe, would be to put u.h.f. 
operators in a position to achieve 
coverage equal or superior to v.h.f. 

= But Commissioner Frieda Hen- 
nock has filed a dissent charging 
that the action will be the mortal 
blow to u.h.f. and will reduce u.h.f. 
to the status of an auxiliary to 

While the action was ostensibly 
taken to encourage construction of 
u.h.f. stations, she said, it will be 
used by v.h.f. stations to get even 
greater coverage by building u.h.f. 
satellites in their fringe areas. 

Baltimore Papers Appoint 
Kaufman, Strouse & Woods, Bal- 
timore, has been named to handle 
advertising for the Baltimore 
News-Post and Sunday American, 

anes MS sie SY te te ; Lon eee eat aa ae A Rae UO gt ees Pret ee AOE Sorel ; wer eee oan Rts Ty a She eet he 4 eye ‘ .¢ s oe a Reo EES K Ora mee Vibaet, ah Rating tag ara oie a Li PM Sale 
BD aN pee nip! Shon Baie. is ei 2 mike Abpea eS Sop ie nee MER Gye head PS ghd Mee ; Rae BOR AOR OE rR oa aor ea ANN thes OPS ME Meee eg ke Sete es baal aes ERE ey Sta ho) RGB NA et a as 2 afisk a a Mm Meg 
Caley ae oh ee SON etre ee ae AY Se Cee ae Ah eee Mae aS Fae hee te fe pee ‘ ok, aL Vor es ’ ae 3 Nae. cite, See ge a ae ROR tsk ON ee, TOMY eee es BR Rian ms. *) se EN Ma TNE SR? hoe Sin Owe ae Nag Nee iE ge BER. yitos eae Stk a Te ugh en Me Roe Tere AG ADs sa Sem Rg a A eae aie 
aks UA Mea se Ss oe EN Peat skh BUDA Dee LL Cees ee: ae AN Rigen ir ut oka SKE ee ta ee Pea Peep aN ce ee ght Skee dee eke gt Eis: eo h abe OTT cal gran coe OR ag, oath SO eM OE ER teh ARR Oe AMEN STON S  Ceagre cres Wea Pet gree ge fod tae 
fi Betyin  CS SRT ON | A Pang ids US ea hee eG eae RE ae aS at eae OE ee te URC. Ra) i a Laces or eR aa acre 
Se BTS Ae tink ogee: NEG R pa hraeh pone Pe A ae cae Vag FST +. age er ae ta ae eae Re ile Aelita ate ak ce Fe me, te perm Brea 2 Lopate Ba ee, Ch ite RN EL a nha we ore et OW s See Oa LO ke Me 3S LA aR CES eA ENR a gin Wie came gee pc cee 6 PO Rate! ENT ari Sy cru 8 es 
Praia eee pias LB f° yt cel Ne MEY 2c Ri ae agit eee Bea Seat ere SSSA, Blk Scere Se ES eee, Jog evelinds A VO md, Rae MO ee a ag eer eta Sree ee rae Sale ak eA RSE, Si Mea tira Sa OR ee = Mle See ae MA AS, SGN ah Teena De ete La an Ph ee ee 
Bee whe Loa ee is eee acre eee ahs cee RN ee meet FS ae Ned: sie 9 Tagan Beek cgh, Zen aba ae tee a ee i hes pepe ta ori hie aa Hit rate oe a es es at hem Me ete ee Chee eae 
Noes’ gle ae = us : 4 : cate ae Pigs pe : ee ‘ ne) oat oie ee. aly ouas i pitta atiak ae kes ae ne i ie _ ’ sieteanes : 
Tock amo RA ay ne Sergict ark i % a Te Sie, eae : ;, sa tone Ce raed Roms a Clr Wal me ek lets te . aber ik fi RAE eel ee oe é Lea a SN tl 
Hic Sa) ea. v Pa ONS Em on a Ee Ce ane ai 02S Pe het? Z ee eae yet eae Pre eerie = Ei jet et eee <9. at oe 9 on eto oh caper yo agar 25 Sides Bade, Leo, earn G 
ae le ek ; : ¢ ‘ E ; : : : i ih : Rte, Se a 
1h ale es <a ; , : aoe er 
ti fom af . 
zs we 
7 . 
: ‘ : { . . 
i ) Advertising Age, August 9, 1954 _ 
| | | 
: iia ; | } : 
; | | : 
; | 
= | 
; ta { 
| i t : | 
| ; 
: . ee 
ia } 
| ! 
uF | 
4 ft, 
; : 
‘ { it { 
‘a E 
Re” cies 7 
| a eee ; PO ' 
i nee ae Ae : 
f ee een: ay oe 
i he ae \ an 
oe a 
Grunt Ga tees 
cae a 
a } re 
a: ag sa 
eee Wisk 
- | ie 
; re te ae Beis 
1 YH e: (We y Die 
nea: yes 
I inne oF pie 
ones erRe 
— Z pee \ : es 
[0 5 ae 
ii ce | a 
J a Ph ee | gttass 
tf tek ' bons 
A. { j 
= En 
«SSR : ae 
Sa Ae } Ri 
Ee m ie, 
Ee es 
— P 
y es j ¥, n: 
i | hot an } : 
i) ae a e | 
iia ae | ag 
a Rane, ed 
“1 as = q 
i | ! Bit he 
’ 2 z eM 
Poy ae ae 
feos 2 
' ee a 
, nical eo 
eee eet: : 
ac 8 ot ay 
Bo eae 
i‘ 14 peel : oe 
} here 
‘ = Cee ae 
er oe 
Koha pr 
™ ‘gee (ick f t a 
ee oe! voy ee 
wa Te ie. 
i Eto ' ss 
ee a 
ce he pe mie 
i ee ree tees 
— o 
t Midate 
ane oe : 
c Be 
f Sr suk 
j aia bed 2 ae 
Oe Wits eS 
tat = 4 
ek a é ae ro aH 
te te eo 
q ieee \ 
ee c 
x =a 7 
{ peer a 
i ae NaN 
| ee oo 
{ re ; 
a) “s Es 2 
f, is Bae 
q ay oe 
ae oe 
nies ee 
pire ets 
ry eee ee ee ce 
sa ue 
De es <a 
eee: = 
rag i 
ees. a 
ped « a7 
eB ley 
team Pek. 
Ped i 
Seats “ 
ees ne 
oe : 
Peer dis Be 
eR se 
sie aa | eee 
his aa 
+o re - Bi. 
’ aaeee 3 ’ eS 
heat as ve See c Pea a eo ‘ m z i 
ae Seren i) so bed er gic. R 1 e. 
ks Eee apie i - . 4 hie 
ceed A Mes Senne + ‘ lig b iF, ie 5 
ear aeeeenen pcan ore hgh. : ae: 
plas AB ; eee ; : | see 
of : Eee Sa aie ee ie ae 
Lane igtons Bae es § c* 
Ay Bs ie ae : = 
es “aley 23 Seca 
Diese! p pe a 
; * a 
ee a 7 aa a 3 
: ar To rte aie . Ph. 
; i ne. we Ss “ a >: ca 
ae a x 
eae ee fie 
yee, are 
“k ; 
aes ape as 
‘ sen 
tea ' ig 
3 ? » ‘ - ks i et . - an Ses x =* é a ? d . " : : . 1 eh 


Rates: $1.25 per line, minimum charge 

$5.00. Cash with order. Figure all cap 

lines (maximum—two) 30 letters and spaces per line; upper & lower case 40 
per line. Add two lines for box number. Deadline Wednesday noon 5 days 
preceding publication date. Display classified takes card rate of $14.50 per 
column inch. Regular card discounts, size and frequency, apply on display, 



Major oil company. Southwest. Young | 
man 25 to 35 with agency or oil company | 
advertising department experience. Must | 
have general knowledge of all types of | 
media, copywriting, layout, production, 
publicity and administration. Excellent 
opportunity for advancement. State edu- 
cation, past experience and salary re- 
quirements in detail, All replies confi- 
200 E. Illinois St. Chicago 11, Ill. 
Oppty. to learn, advance, travel. 
bus, mag. for M.D.’s. State age, 
exp., sal. Box 128, Rutherford, N. J. 
ANdover 3-4424 

Excellent opportunity for man now em- 
ployed as magazine art director or assist- 
ant ready for greater responsibility. This 
position requires a thorough knowledge 
of magazine layout, art buying, typogra- 
phy, full color reproduction and pho- 
tography direction. A good editorial back- 
ground is needed to allow full partici- 
pation is editorial planning on a group 
of magazines published by large, progres- 
sive company with headquarters in the 
Midwest. Reply in complete confidence, 
giving qualifications and salary expected. 


200 E. Illinois St. Chicago 11, Ill. 

to take charge of Midwestern advertising 
sales for national publisher of consumer 
magazine, working from Detroit branch 
office. Straight salary plus expenses. Fine 
chance for executive growth with young 
and expanding company. For appoint- 
ment write or phone: Ben LaMaster, 
Motor Trend, 3107 Book Bidg., Detroit 26, 



All types of positions for men and women. 
185 N. Wabash Fr 2-0115 Chicago 
PROMOTION MAN - Capable of organ- 
izing sales ideas and directing research 
for newspaper, radio and television mar- 
kets, both competitive and monopoly. 
Must have vision and ability to prepare 
special sales packages and make good 
personal appearance. Reply should in- 
clude age, experience, salary bracket and 
general information, all of which will be 
treated in strictest confidence. 


200 E. Illinois St. Chicago 11, Ill. 


Full-time salesman to represent Ad-Stik, 
the miracle plastic decal, in Greater New 
York and Chicago areas. Require man 
with extensive P.O P. contacts and suc- 
cessful sales background. Ad-Stik has re- 
ceived international publicity and accept- 
ance. Used by leading national advertis- 
ers with 80% repeat record. Potential 
earnings in excess of $20,000 per year. 
Submit full details. Interviews will be ar- 
ranged. Ad-Stik Co. 5850 Centre Ave. 
Pittsburgh 6, Pa. 


Well established, highly regarded 

4A agency in Chicago offers un- 
usual opportunity to “do O.K.” 
today, and grow solidly for future. 
Fullest cooperation. Can share in 
ownership. Our people know of 
this ad. Write in confidence. 

Box 960, Advertising Age. 
200 E. Illinois St. Chicago 11, IIl. 

Promotional Assistant to Publisher 
Young man or woman to work directly 
under publisher of specialized consumer 
magazine in planning and executing adg. 
and cire. promotion, publicity, research. 


200 E. Illinois St. Chicago 11, Il. 


for medium-sized New York agency. Must 
have strong e