Advertising Age 1954-08-09: Vol 25 Iss 32

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
NEW YORK 17

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-
tive.

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
songs.

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-
tailing.”

= “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-
gories!

“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-

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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,
shows:

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
years.

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-
ING AGE.

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-
point.

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

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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
Francisco.

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
week.

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
filters.

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:
while.”

“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
York.

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 %

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~~

KOOLFOAM AND KLOCKS—You’d be
_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-
en.

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

lishments.

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

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
420
Boylston St., Boston. The company
will offer demonstrations of food
products to chain and independent

of WEEI, Boston,

Merchandising Service at

stores.

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
allows.

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.

9

tillers.

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-
approval.”

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.

|

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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
1952.

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-
enue.

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-
ule.”

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
agency.

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
agencies.

‘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
100,000.

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
division.

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-
fery.

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-
ing.”

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-
mal.”

® 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-
sity.”

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.

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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
<S.)

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.

. PRODUCED IN HALF THE
TIME IT TAKES TO MAKE AN
ORDINARY ELECTRO!

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

FLOROTYPE - cre atest IMPROVEMENT IN ELECTROTYPING IN MORE TH~ | 100 YEARS!

|

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
tool

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-
ing

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-
tribution

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

REGULAR FEATURES

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

a

< = TEST Market TEST

TIMES "AND WORLD-NEWS

ROAMOKE.
SAWYER -

Roanobe and its test market Quality ncate Ons

VIRGINIA

FERGUSON - WALKER CO; National —

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

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[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
advertising.

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.

AGAZINE ©

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

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(Continued

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

ay
ol
=

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

Ly
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. ..com-
ble to the au-
ie.”

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

your

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 @
REGISTE:

96% PAID CIRCULATION

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-
ic.

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
advertising.

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

AND | THOUGHT | GOT THE BEST DEAL

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-

pany.

like fly-rod
goes with
fishing...

—

Electros and Typography

*

| BERTSCH

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!

PROOFS

bring out the “spunk” in each other at

& COOPER

B&C breathes “‘life” into your copy

by giving you both...

shouldering sole responsibility
for top quality!

TYPOGRAPHy
THAT SELLS

MERCHANDISE

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

CREATIVE COMPOSITION AND LAYOUT + MONUTYPE ~ LINOTYPE
FOUNDRY TYPE « EXPERT HAND SETTING + ELECTROS + TRU-TONE ®
PLASTIC PLATES « NEWSPAPER MAT SERVICE - TRU-TONE® ETCH
+» TRANSPARENCIES FOR OFFSET AND GRAVURE

—_—_—

—

ST

=

ene

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
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ae é i i 9 aoa
Aya st
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ve .o
. ‘ Advertising Age, August 9, 1954 ;
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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

HOW | WATCH A BALL GAME
@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.

A CURTIS MAGAZINE

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‘ 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 ;

because...

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-
Southwest.

406,082
SUBSCRIBER FAMILIES
; 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.

IS DR
A) Ww
SEPARATE EDITIONS FOR OKLAHOMA {OMA AND FOR TEXAS!

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. .

As

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

OKLAHOMA @ DALLAS,

TEXAS

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
away.”

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

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‘ Advertising Age, August 9, 1954
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Daily City and Suburban Circulations

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

plus a Census year (1940).

TRIBUNE

SUN-TIMES

1954 vs. 1940

+77,753
(+19.4%)

1954 vs. 1947

+53,106
+21,913 (+12.5%)
(+4.7%)

~ 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
community.

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
dates.”

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

Ow.

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
home-delivered).

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
before.

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

AMERICAN DAILY NEWS TRIBUNE SUN-TIMES*
{ 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
~77,133
(—10.1%)

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
(+4.1%)

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. —% :

ae

tionally Represented by Hearst

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~~ Hig). ights of five
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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,
Phoenix.

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
cheeses.

e

“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
chin.

*

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
Pag

2

“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
it.

&

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-
tically.

*

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
date.

| .

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-
vertiser.

Copy Cus.

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DELAWARE VALLEY, U.S.A.
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Sales Manage-
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income of Dela-
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Exclusive Advertising Representatives:

NEW YORK CHICAGO
ROBERT T. DEVLIN, JR.
342 Madison Ave.
Murray Hill 2-5838

EDWARD J. LYNCH

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

Andover 3-6270

West Coast Representatives:
DETROIT SAN FRANCISCO LOS ANGELES

GEORGE S. DIX FITZPATRICK & CHAMBERLIN
155 Montgomery St.
Garfield 1-7946 Michigan 0259

FITZPATRICK & CHAMBERLIN
1127 Wilshire Boulevard

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14

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-
tions.

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 ©
ranges.

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-

‘burgh.

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

EDGAR J. MACK, Jr., Vice President,
RED TOP BREWING CO.

“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
ASSIGNMENT on WFAA-TV. The
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

NATION'S LARGEST TRADE TERRITORY

POPULATION
UP
OVER

13.7%
1950

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
eo

TWO Separate Newspapers
_ 30¢ Line BUYS BOTH!

booming.”

run’ and ‘third run’ showings.”

BRIAN DONLEVY in DANGEROUS ASSIGNMENT

Partners in

Back of TV’s Tp Syndicated Stars

Profits

ROBERT BUCKLER, Acct. Executive,
WALTER J. KLEIN ADV. AGENCY, Charlotte, N. C.

“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.”

INNER SANCTUM -

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
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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
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son : % Sa AR a TE :
=e ag ae ae Se,
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bak VAsay Seawie eee
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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.

RICHARD BRONNENBERG, Gen. Mer.
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,
ANDERSON & CAIRNS, INC., ADV., N. Y.

“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.
BADGE 714, HOPALONG CASSIDY,
DANGEROUS ASSIGNMENT, NEWS
REVIEW, CAPTURED, VICTORY
AT SEA, and INNER SANCTUM
were all carefully programmed at key
times, and other strong programs
built around these pivots.”

HOPALONG CASSIDY

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.”

NBC FILM DIVISION

SERVING ALL SPONSORS...SERVING ALL STATIONS
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.

15

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
sitters.”

“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
delinquency.

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
silver.”

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
area.

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.

DUN S REVIEW
nd Modern Industry

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

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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

IN SHREVEPORT!

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
board...

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...

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CHICAGO DAILY NEWS
CIRCULATION

UP
83,309

973,023

SOL OD

Daily Newspaper
in Chicago

IN THE POSTWAR ERA

AMERICAN =F) SUN-TIMES

DOWN

28,843
ost DOWN

527,620

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18

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-
pany.

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,-
ere.

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.,
Honolulu.

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,
Boston.

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

A TECHNIQUE FOR
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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

19

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-

wi
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-

Caleg...sy MARKETS

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

DISTRIBUTED WITH
THE FOLLOWING

Pictorial

Represented Nationally by
HEARST ADVERTISING SERVICE

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

Seattle

.. SOME... or ALL TEN

INDIVIDUALLY... SECTIONALLY. .. NATIONALLY

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.

HEARST SUNDAY NEWSPAPERS:—

Detroit Times

Chicago American
Milwaukee Sentinel

New York Journal-American
Boston Advertiser

Los Angeles Examiner

San Francisco Examiner

Post-Intelligencer

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 PACKER |
\ DELIVERS

the Fresh Fruit and
Vegetable Market

PACKAGED!

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!

THE PACKER
PUBLISHING CO.
| 201 Delaware St. Kansas City, Mo.

|

'

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20

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

ever

salesmen training programs.

For rental or purchase terms, wire, write or phone

THE HARWALD COMPANY, INC.

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-

EVANSTON, ILL.

CHICAGO, Aug.
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
market.

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

Me,

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
cities.

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

i

ie:

HITS ALL THREE
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.

CBS-ABC

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.

OUT-PULLS THEM

ALL

i

Nt: Washingt, TV
WMTW

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

REPRESENTED NATIONALLY BY HARRINGTON, RIGHTER & PARSONS, Inc.

<s

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-
tising.

= 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
period.

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

® 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
advertisers.

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.

&
1
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RULES
OF THIS TAVERN

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
Kitchen

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
ADVERTISE TO MANAGEMENT MEN

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.)

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

BUSINESS
WEEK

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

A MCGRAW-HILL PUBLICATION
330 WEST 42ND STREET, NEW YORK 36, N. Y.

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Tr

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

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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.

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Baby Pants .
‘WATERPROOF ’

ne
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

82

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
continuity.

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-
days.

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-
couraging.”

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
PRESS-GAZETTE. Buy this
great newspaper—be Number
1 in Green Bay. Phil
McClosky, Manager, General
Advertising.

GREEN BAY
PRESS-GAZETTE
GREEN BAY, WISCONSIN

GRAND CANYON NATIONAL PARK

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: 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
equipment.

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

ea

You can forget
it NOW...

} Paurence

| INCORPORATED
% CHICAGO

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

Are you receiving your free copies of
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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
market.

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.

Guide

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
trends.”

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 |
r
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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-
tising.

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,
/agency.

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-
Erickson.

Increase Sales,
Promote Goodwill

with OAK
PENNANT

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.

and FOOTBALL
ONS

No. 715 P

What $220,000 Buys

Weeks of
Current Active

No.

Total 7I8F

Cost per Page
Advertising

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-
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colors, with or without school
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me and

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The big new

Collier's

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

FOR DETAILS
AND PRICES

he OAK RUBBER Co.

220 Sycamore e

Ravenna, Ohio

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26

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-

tising.

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
manufacturer.

= 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

PIONEER
BALLOONS

) & 8

Candidates

ee

®@ Publicize name of
candidate and
political party.

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

@ Offer inexpensive premiums to voter's
children.

Because

PIONEER Qualatex Balloons

@ are inexpensive, easy to
distribute

@ have real toy value as
premiums

@ carry your candidate’s name
far and wide

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

RUBBER
COMPANY

tue PIOWEE
e
/

Wally eee

BALLOONS

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 |

INFORMATION
BUREAU

TRAVELING
EXHIBIT

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
England.

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

PUCK, THE COMIC
WEEKLY, IS CARRIED
BY THE SAN
FRANCISCO
EXAMINER,’

>
YES AND IT GETS INTO NEARLY 40%
OF THE HOMES IN THE METROPOLITAN
MARKET WITH ANOTHER 200,000
COPIES GOING INTO THE RICH

SURROUNDING AREAS.

IT'S THE SEVENTH LARGEST
RETAIL MARKET IN THE

COUNTRY.

JA! ALMOST HALF OF NORTHERN
CALIFORNIA'S RETAIL SALES ARE
MADE IN THE SAN FRANCISCO-

OAKLAND AREA .

r
THE AVERAGE FAMILY IN THE
AREA DRAWS OVER 6,250

_BUYING INCOME .

MORE THAN
A_YEAR IN EFFECTIVE
$3, 650.

q RETAIL /

€King Features Syndicate

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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
points:

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
jockey.

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 |

returns.

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

PUCK IS THE BUY
FOR ADVERTISERS !

p
PUCK ADVERTISING GETS

| WEEKLIES,/*

3% TO 5 TIMES MORE
READERS THAN MATCHED
ADS IN NATIONAL

lw CIRCULATION IS

OVER 9,700,000!

—*

€ King Features Syndicate

THE CO

The Only NATIONAL Comic Weekly —

FRANCISCO for example

i

A Hearst Publication
63 Vesey St., N.Y., Hearst Bldg., Chicago, 1207 Hearst Bldg., San Frar isco

_Z, PRACTICALLY
EVERYBODY
READS THE

I KNOW- |

ADS IN
PUCK.
4 y,

Averages 44% coverage in 55 markets
accounting for 42% of all U. S. retail sales

27

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FREE
_ SAMPLES OW REQ

sooth surface
tal, etc.)

both sides—
climate
Baked
mel Colors
ctible!

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-
mas.

@ 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

(MORNING & SUNDAY)

DESERET NEWS wx
Salt Lake Telegram (veninc)

Represented Nationally by: MOLONEY, REGAN & SCHMITT, INC., Metropolitan Sunday

Newspapers

Becssipud on your table
JOP OE EABORS sree comps

QUAKER LACE

TABLECLOTHS

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
pages.

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.

SPARK EVERY PROMOTION
with Genuine

GLOSSY PHOTOS

“Ideal for all purposes!

The PHOTOMATIC Co.

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
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es ne : Was ee
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a. i
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t,
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CKER SALES! _— | eee a
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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

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A

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
SERVING ADVERTISING :

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-
r.

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

LUMCEEON WEP KINS

Norther

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-
pilation.

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

WHEELING MARKET

ast

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
CALIFORNIA ,

represented by

Evening Tribune. sien aa cl

REPRESENTED NATIONALLY BY THE WEST-HOLLIDAY CO., INC.

now 316,000 watts

eam

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How OME newspaper: .
The Landay Milwaukee. Journal
Govers Wisconsin Homes

[a

nsteiain!

poucias the 1 1-county Retail Zone P

ASHLAND |. . i 90% in each of 39 counties: —
37 | | }

WASHBURN FLORENCE

13

FOREST

2\

MARINETTE

Lincoun, | -—6© 28
37 LANGLADE

31
ST CROIX CHIPPEWA - |

10 ocontT®s

MARATHON | oe eg 19 39
PIERCE EAU CLAIRE 24

K : 21 !
9 Wa
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32 OQUTAGAMIE

34 os Lae
, Ae

(LEP MANITOW

2 “4 ;

100 Mile Zone

Oc

UNEAU ADAMS

20 17 L... tae ff oo" ABC Retail Zone

KEY TO %
HOME COVERAGE

* 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.

LAFAYETTE

9

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

THE SUNDAY MILWAUKEE JOURNAL

Wisconsin's Most Complete Single Medium C- verage for a State-Wide Selling Job

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: an
oS

32

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.

~

450 W. FORT ST., DETROIT

AIR CONDITIONING & anite
__ peperenrarion (/ 8208

AIR CONDITIONING BUSINESS @

The Information Authority © The Advertising Leader

NEW YORK
ews =
BEREA, OHIO

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

BILL RI LEY

and he’s another
reason why

KRNT-CBS

DES MOINES

Is Your Basic Buy
In lowa!

et

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

28

od S :

2

THE STATION
WITH THE FABULOUS PERSONALITIES AND
THE ASTRONOMICAL HOOPERS!

REGISTER
AND
TRIBUNE
STATION

REPRESENTED BY
THE KATZ AGENCY

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
advertising.

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-
anoke.

Fox & Mackenzie Joins 4A’‘s

Fox & Mackenzie, Philadelphia,
has been elected to membership in
the American Assn. of Advertising
Agencies.

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.

NAME
FIRM

STREET
uy

I

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Advertising Age, August 9, 1954

HARRIS CONSTRUCTION CO.

3535 W PETERSON PHONE KEYSTONE 9-9100

7s ENTRANCE. TO yi
PS Enh Ay ,

MORTON GROVE IL

‘
oo

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.

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a ters a “ea a f < oe ut, ‘* dar ape et: ¥ Ae: WY PS a NT a Sag wie Pee

Ns

OY. SHB

mF by
a Ga «

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»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

Ne

-

tie
t B
Y's

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.

NOW—WHILE THE HEAT’S ON

There’s no place like home —

Source: STARCH, Jan.-Dec. 1953

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7 2 MAGAZINE
| ode oa
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36
o
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

IN YOUR AD!

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.

OFF THE PRESS

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,

FORT WAYNE NEWSPAPERS,

agent for

| Che News-Sentinel tHe Journat-GAzerte

Write today to P. H.
Knapp, General
Advertising Mgr.

INC.

* New York - Chicago - Detroit

FORT WAYNE

i
|

|

|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
equipment.

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-
where.

® 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.

a

~

To influence this great
automotive market, use
Oklahoma's statewide

TH

iets eee

“

OKLAHOMA CITY TIMES

Owned and Operated by the Oklahoma Publishing Co.

E DAI

newspapers !

WHERE OKLAHOMA STANDS

The Farmer-Stockman * WKY Radio * WKY-TV
Represented by the KATZ AGENCY

LY OKLAHOMAN

As nee er ncaa, CI iy aR

IN NEW CAR AND TRUCK SALES

Oklahoman’s bought

more new cars in 1953

than the people
in 25 other states

-and more new trucks

\

\
\

a

‘
BIGGEST

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
NAVA.report 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-
ply.

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. '

ALWAYS
with

UNION RUBBER & ASBESTOS CoO.
TRENTON, M4.

ae te

SR PR aly

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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.
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Pinned any medals
on YOUR wife lately?

Ladies’ Home Journal—winner of many a citation itself *

— mentions a few that every woman deserves.

aie™

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
daisy!)

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
coffee!)

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.)

oe,
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.

“JOURNAL

A CURTIS PUBLICATION

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YSee-

S top grocers put most of their

t

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

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+0

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-

dia.

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 |

Advertising.”
are:

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 yearly...it 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’
dia.”
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
force.

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’
responses.

2. Tabulations of the answers to
some of the most important ques-
tions.

3. Conclusions reached by the
committee.

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!

OHIO ADVERTISING
DISPLAY COMPANY
CINCINNATI ar OHIO

PUBLISHED BY caPPeR PUBLICATIONS LARGEST AGRICULTURAL | PRESS N THE wort

Sales 0 Offices

Bi cea Mat

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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.

o)

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
levels.

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.

THE Pp E N T O N PUBLISHING COMPANY

PENTON BUILDING

CLEVELAND 13,

OHIO

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42

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-|
rope.

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
producer.

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.

FAVORITE CATCH—I?:

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-
dustry.”

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-
terprise.

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-
7.”

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
nationalism.”

= 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
($29.50).

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- |

hensive.
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

BIENNE, SWITZERLAND, Aug. 3—
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
U.S.

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
development.

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.

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MEET THE
PRESIDENT’S
UNDERSTUDY

... 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
operation.

Farming differs from most city busi-
nesses only in that home and office are
operated together. All members of the

NEBRASKA

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

@ IS DELIVERED TO 8 OUT OF 10 MIDWEST
FARM HOMES TWICE A MONTH.

™@ IS PREFERRED BETTER THAN 3 TO 1
OVER ANY OTHER FARM PUBLICATION.

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.

—
i

Wa gs PEER

It°s time to be SELECTIVE
in Farm Market Advertising

MIDWEST FARM PAPER UNIT

14%

PUBLICATION "A"

ae

PUBLICATION "B"

me 4%

PUBLICATION "C”

2%

PUBLICATION "D"

PREFERENCE SURVEY
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
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advertising . . . Tells you how you can most
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1,293,663 farm families—9 out of 10—in
this richest farm market in the world.

WHERE FARMING

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AND GOOD LIVING!

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44

Which

publication

reaches

every

establishment

with a
design-
engineering

function?

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

aes

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

NEW YoRK,
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
department.

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.

Snyder

Big Spring
Corpus Christi
Abilene

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
5,863.00
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

(Formerly TEXAS QUALITY NEWSPAPERS)
HEADQUARTERS — National City Bidg., Dallas 1, Texas

NEW YORK — 52 Vanderbilt Avenue

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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 |

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46

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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.

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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-
porter.

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.

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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
facilities.

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,-
000.

New Hampshire: During the

state magazine, booklets and fold-
ers and $32,000 on publicity.
Massachusetts: Promotional ex-

\|penditures in four years were

$240,000.

“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
executive.

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.

47

~ 3rd ADVERTISING
ESSENTIALS SHOW

THE HOTEL BILTMORE, NEW YORK

November 15th, 16th, 17th, 1954

ADVERTISING TRADES INSTITUTE, INC.
Thomas B. Noble, Chairman

270 Park Ave., N. Y. C., 17 MU 8-0091
OVER 9,700 ATTENDED LAST SHOW!

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.

Rice

4}
Sweetest short astory |!

tee
HOC O6 ary et,
“ae Mm Ly

/
ever

md

ln

RR
NASHVILLE |

im » S MAF ny a

Don’t take our word for it.

told...

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.

Ask

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.

TV

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MR. S)>ONSOR
MR. AGENCY-MAN
Mi?. PRODUCER

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
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PHILADELPHIA —302 N. 13th St., LOmbard 3-5588

LOS ANGELES—1540 N. Vermont Ave., NOrmandy 2-3101

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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
themes.

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-
lows:

1. Recipes very often increase reader-
ship.

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
promise.

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

err
Mirae Sanduich Spend

NO BOASTING—This treatment, showing

what the product is and how to use it,

seems more appealing than an “amazing”
headline.

‘” 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
shell.”

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

Cis FRESH ROAD © PASTiUHIZED FRO EES

& &

sLIcES—This Kraft ad demonstrates the

copy theme behind this product, and

doubtless steps: up frequency of use of
all cheese brands.

8 PERFECT,

FULL OUNCE
SLICES. EASY AS
PEELING A BANANA

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
sense.

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
cost.

SOMETHING NEW
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.

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50

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-
vision.

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-
mercials.

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-
mercial.

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
trade.

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
against.)

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...

START TODAY TO SMOKE WITH
GREATER PEACE OF MIND...

START 10 SMOKE du MAURIER
THE GREAT NEW CIGARETTE
WITH THE WORLD'S

MOST EFFICIENT FILTER

NO OTHER FILTER. TIP OF ANY COMPOSITION OF MATERIAL
TARES OUT AS MUCH NICOTINE AND TARS AND AT THE Same
TOE LETS "Ou Of aw THE SHORE SO LASKY SO COmPORTARLY

du MAURIER

si - = when omy
‘ sce Sem ees the best wall do

about smoking.”

these.

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-
tions?”

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

things.

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—(—(

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
products.

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.

HOLIDAY MAGAZINE

its readers are leaders
of the big change
to “everyday holiday living!”

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52

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
favor.

= 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
farms.

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
variations.

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
kinks.

Looking at the Retail Ads

Bo Say WRG
WS 7

S ] your’ big spring’ ay
aoe ina Pes <

‘ (MITTEE FUR
— ~~ package ~

styled in glorious furs,

ANYWHERE

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

training.)

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,
fully.

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

PUTS FORA LADY

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!

a
“Yh #
4 PUMA
Rad AWASHINGTON AVE.

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
buy.

No—rates are not high. Instead, copy
is weak, selling is vapid. Skim milk copy
produces fractional results, so rates seem
high.

= 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.

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“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

merican

MAGAZINE

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.

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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
alone!

Coming
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;
Nev.

Sept. 10-12. Mi
Agency Network, S!

Sept. 18-21. Adv:
tional Assn., fall s
House, Chicago.

*Sept. 19-21. Adv
America, 7th Distri
lanta.

Sept. 20-23. Prem
of America, New
Hotel Astor, New >
Sept. 22-25. Nati

ig in this column.
*hotographers Assn.
.al convention, Con-
icago.

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,
ork.

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,
Montreal.

*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,
Cincinnati.

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,
Boston.

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,
Boston.

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,
Chicago.

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
York.

*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!

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t a = os th aaa BA i i See Set ade oy et Co gaat Geet. Seed aoe Ae aes GON Reh Me as
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: Advertising Age, August 9, 1954
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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-
ing.
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
profitably.

The series starts in the feature
section Aug. 16. Upon completion,
‘it will be available in reprint form

(W424
’ CHICKEN DINNER §
SHE

q
ng

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
application.”

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
about.

“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
cities.

“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:
ing?”
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!

I

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‘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

ROCKY MOUNT

NORTH CAROLINA

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.

THE TELEGRAM
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-
mation.

RICHARD RIMBACH,
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

WARD-GRIFFITH CO.

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

AMERICAN
WEEKLY

| THE MARCHING 100

a

oe pe ee en

LOUISVILLE
BELONGS ON

ANY

SUPPLEMENT
SCHEDULE

DID YOU KNOW?

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.

THE LOUISVILLE

Conrier-Zournal

SUNDAY MAGAZINE |

Sunday Courier-Journal Circulation 303,238 © Member of The Locally Edited Group
Represen

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

PETE KECK,
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?
RICHARD K. NEUu,
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. |

J. J. KAUFMAN, |

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.

SHELDON M. HEIMAN,

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-
publication,
issue of June 21, seemed vaguely
familiar.

We searched our dusty files and
came up with the photographic
copy you see below. This painted

SALISBURY

NORTH CAROLINA

Let us

PROVE IT

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

WARD-GRIFFITH~ CO.
‘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

IE NE

ree.

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.

| T)/ TRANSPORTATION DISPLAYS, INC.

GRAND CENTRAL TERMINAL BUILDING * NEW YORK 17
MU 6-3456

STATION POSTERS + CAR CARDS + SPECTACULARS + TIMETABLES

\

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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-

er.

SYDNEY RAMPIL,
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-
come.

3. Over $83,353,000 retail sales.

ARTHUR M. ARTLETT,
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

BAIT IS FOR
CATCHING FISH

However @ few advertisers use bait to lure you to thew place of
burners te sell you something other than wher 1 edvertived

HOW CAN YOU RECOGNIZE
BAIT ADS?

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

REPUTABLE ADVERTISERS DO NOT USE
THIS METHOD OF ADVERTISING

bie may show yew other marchendie © the bine at diferent proces but =
alle: se ravstance te the sale of the edvertned bergen

BETTER BUSINESS BUREAU

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-
ing.”

To date we have run four such
ads and the results have been very
gratifying.

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. |

JOHN J. HENRY,
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
ad.

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

TORONTO, CANADA

Capital City of Ontario — Canadas Richest

Province — Having One-Third of Canada’s

Total Population and 42% of Retail Sales—
Blanketed by the

TORONTO DAILY STAR

— 400,000 circulation (largest in
Canada)

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
advertising.

Or: YOUR HISTORY BOOK to 1948,

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.

WwISCON ae

Affiliated with 5000 watt WKBH,
La Crosse’s 32 year old NBC outlet.

— 80% coverage of Toronto
— 50% coverage of 45 prosperous
Ontario centers

SEND FOR OUR COMPLETE DETAILED MARKET FACTS
Nationally Represented by

WARD-GRIFFITH CO.
The Ward-Griffith Co. maintains offices
in all principal advertising centers

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58

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.

ELIZABETH

NEW JERSEY

One of the nation’s top 60 industrial areas
which is dominated by the

ELIZABETH DAILY JOURNAL

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

WARD-GRIFFITH CO.

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
Ave.

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

LARGEST

Daily Newspaper

MORE PEOPLE BUY THE NEWS...

MORE PEOPLE READ

THE NEWS... MORE |

PEOPLE ARE INFLUENCED BY
THE NEWS THAN ANY OTHER MORNING OR
EVENING NEWSPAPER IN TEXAS!

B Circulation 192,229 — Sundays 200,701

(Publisher's Stétement: March 31,

CRESMER & WOODWARD,
New York @ Chicago @ Detroit @

1954)

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
AMA.

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
and
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-

man.

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.

IN HAVERHILL, MASS.
IT’S THE GAZETTE

George McLaughlin,
Advertising Manager
of the GAZETTE
gives you these facts:

Retail Sales—

$51,250,000 a new

high.

2— Food Sales—
$16,947,000 a new
high.

3—World Shoe

making center.

Western Electric Co. Mfg. Center.

Advertising Manager
George McLaughlin

A trading zone pepulation of
110,488 reached by the
HAVERHILL GAZETTE.
NEED WE SAY MORE?

Nationally Represented by

industries are included
study, which conforms to the Na-

in the|

WARD-GRIFFITH CO.
| The Ward-Griffith G6. maintains offices

in-all principal advertising centers

much larger

eee

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
MAAS

Rows and Observer
MORNING & SUNDAY |
ies omens North Saretina..

porate city, the ABC city zone,

. The South's new “A" Schedule Market. .

* THE SOUTH’S NEW “A” SCHEDULE MARKET x

... 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) ‘

. PLUS
the South” with the area’s ONLY

118,799 Morning
128,305 Suiiday

(ABC Publisher's Statement aL hed

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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-
clude:

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-

In CANADA

39% of the
English-speaking Families
read

The STAR WEEKLY
Ask for Information

WARD-GRIFFITH CO.

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

ner.

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
dealership.”

SERVICE MANAGER

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
equipment.”

_ ONE SURE WAY ~
TO REACH THESE

PARTS MANAGER
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.

THE WEEKLY NEWSPAPER OF AMERICA'S NO. 1 INDUSTRY

@ ABC audited -irculation:
41,000
@ Readers per «sve:
er 150,000

PENOBSCOT BUILDING °

DETROIT 26, MICHIGAN

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

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60

Dard

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

glasses.

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
mark.

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
taverns.

® 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
promotion.

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
Calvert
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
language.

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

+1%

Week
Ended
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 |
Cities
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
City
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
City
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
City
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

Cities
Duluth-Superior _..........
Kansas City District
Metropolitan Areas
Denver

Pr IIL ihsntetasdsduactonsaioneds
Albuquerque
Oklahoma City
Tulsa
City
Kansas City
TOG TUITE es scicccscssccssvasescss
Metropolitan Areas
Dallas
Eee
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
Seattle
Spokane
Tacoma
r—Revised.
**—Data not available.

+++ 1+

_
wu OOo

oar

ti++1+1+ +
PS ese eee

NA VPUWNAOAW

+++1 |
nNoaa

ment. Mr. Warmington formerly
was with Watson Publications,
Chicago.

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

TOTAL VIEWERS REACHED

Rank Program

(000)

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 POPULARITY

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

Homes
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,
CBS)
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,
CBS)
Loretta Young Show (P&G, NBC) 7,894 |

10

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.

TOTAL HOMES REACHED

Homes
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) ....

7,368
10

7,349 |

Homes
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
PROGRAM POPULARITY
Rating
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
10

Our Miss Brooks (General Foods,
CBS, 53 Cities)

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«=, |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”
THE LYNCHBURG NEWS & ADVANCE

; rg el income CIRCULATION
r . ,

, Quality of market index 109. 1; em Cnet ReReRy 5, 36006

. City zone population 53,880. | reunretied

EF
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 ‘:
ADVERTISE IN LYNCHBURG—GET OUR MARKET FOLDER |

March 31, 1954
WARD-GRIFFITH CO.

The Ward-Griftith Co. maintains offices

in all principol advertising centers

encontrar | A.B.C. Publisher's Statement
|
|
!

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62

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
$61,792,000
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

CAMEL

CAVALIER
HOLIDAY

KENT

KOOL

OLD GOLD

PHILIP MORRIS
RALEIGH

DR. GRABOW
NARGI
SINGLETON
VIKING

BEATTIE JET
EVANS

RITEPOINT
RONSON

ZIPPO

HEADLINE CIGARS
EDGEWORTH

SIR WALTER RALEIGH

these tobacco men...

know their customers

LAS
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-

were
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
York.

PATERSON

NEW JERSEY
3rd City in New Jersev Covered With

THE PATERSON CALL

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.

| REQUEST MORE FACTS—ADVERTISE IN THE CALL

Nationally Represented by

| WARD-GRIFFITH CO.
The Ward-Griffith Co. maintains offices
in all principal advertising centers

fear the nine-

|

GET “HOW TO SELL DETAILS, SAMPLE COPIES, RATES AND MARKET DATA AT NEAREST OFFICE.

@ WIDEST SERVICE COVERAGE

“THE MILITARY
MARKET”

The Monthly Trade
Paper for Military Buy-
ers Everywhere. Wid-

est readership-Lowest
cost per ed dollar.

WASHINGTON:
3132 MST NW.
N

c
Pp
L

a Ca Anny Times
3] 43 The Network |
= of Service
Newspapers |

} =

@ LOWEST COST PER 1000 READERS

@ PUBLISHED IN 12 WEEKLY EDITIONS
AT HOME AND OVERSEAS

@ LOW COMBINATION RATES FOR ALL
FOUR GREAT SERVICE PAPERS

=\—
iN

ARMY TIMES
AIR FORCE TIMES
NAVY TIMES

(Members: Audit Bureau of Circulations)

YORK: 41 East 42nd St.
AGO: 203 N. Wabash Ave. © @
ADELPHIA: R.W. McCarney, 1015 Chestnut St. © B
DON © FRANKFURT © PARIS © ROME «

THE AMERICAN DAILY
in Europe)

SAN FR CISCO: Monadnock Bldg.
TON: John Hancock Bidg-

Los cree 6399 Wilshire Blvd.
OKYO «+ CASABLANCA

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.

600 W VAN BUREN ST+- CHICAGO 7
TELEPHONE STATE 2-5367

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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.

an

READERS WRITE
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:

20 LETTERS KEY 160,000 READER RESPONSES !

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,
ADVERTISING REQUIREMENTS.

‘“. .. 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

buildings
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-

”

rr

Agency, Pennsylvania

e

‘... 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

Advertisin
eae ey

Requin

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64

$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

TM JOE FLOYD...

| belong to a family of

BIG SPENDERS
>

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
cars.

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
excluded.

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 (TV) PRIMARY
ABC e« CBS « DUMONT

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-

1953

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.

1952

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
FORD

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
BUICK (GM)

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
PONTIAC (GM)

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

OLDSMOBILE (GM)
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
MERCURY (Ford)
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
STUDEBAKER

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

CHRYSLER
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
NASH
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
CADILLAC (GM)
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
PACKARD
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
HUDSON

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
LINCOLN (Ford)

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
KAISER

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 ——-

AUSTIN

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-
lege.

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
material.

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.

a

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Advertising Age, August 9, 1954

Ad Expenditures of Big Three Auto Makers

1952

1951

1950

65

nine months of telecasting. Re-|‘Minot News’ to Small, Brewer

iterating all-too-familiar phrases,
1949 P. H. Wire, president of KSTM-

GENERAL MOTORS CORP,. (FIVE CARS)
Cars sold
Ad _ investment

1,735,694
$23,905,451
$13.77

2,167,713
$26,533,160
$12.24

2,871,078
$30,244,523
$10.53

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

FORD MOTOR CO. (THREE CARS)
Cars sold

947,474
$15,164,638
$16.01

1,121,464
$13,023,683
$11.61

1,518,653
$16,981,360
$11.18

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

CHRYSLER CORP. (FOUR CARS)
Cars sold
Ad investment
Ad cost per car

884,667
$15,769,208
$17.83

1,103,330
$16,767,315
$15.20

1,113,794
$14,157,910
$12.71

$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-

LESLIE T. FOSSEL

ed several months ago for similar

The News, Minot, N. D., has ap-
pointed Small, Brewer & Kent as
its national representative.

PORT HURON

Serving Michigan’s rich
tri-county Thumb District

offers a
City Zone
Population 62,283
Daily & Sunday
Circulation
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

$180,500,000

National

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.

PERRY F. JACOBS

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
JOURNAL STAR

O. C. Summers “a
Nat'l Adv. Mgr.

says:

® TEST and SELL

IT in the $600 Mil-

lion Market at ONE

LOW COST.

® Metropolitan Pe-
oria Ranks High in
the 250,000 to ,000

pop. Fo oO. C. SUMMERS
28th_in POPULATION ... 3rd in
BUYING INCOME (Per Capita)

® MAJOR ILLINOIS MARKET ..
2nd ONLY TO CHICAGO

WRITE FOR YOUR NEW PEORIAREA FACT FOLDER

Nationally represented by
WARD-GRIFFITH CO.

The Ward-Griffith Co. maintains offices
in all principal advertising centers

JOSEPH H. CURTIS

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
company.

CARL R. HILLMAN

PHILADELPHIA, Aug. 3—Carl R.
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.

ARTHUR B. POOLE JR.

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.

HARRY STEINBERG

| New York, Aug. 3—Harry Stein-
|berg, 72, founder and board chair-
man of Steinberg Press, died Sat-
urday. After serving in the com-

OK KK

iat

SAN FRANCISCO WANTS
CREATIVE HEAD

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.

*

WRITE BOX NO. 954
Advertising Age, 200 E. Illinois St.,
Chicago 11, Illinois

2K OK KK 2K KK 2K >

k
*
*
x
*
*
*
*
* COPY GROUP HEAD. Must be experienced
*
x
x
x
x
*
x
*
”

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

PORT HURON
TIMES HERALD

Your inquiry invited
Nationally Represented by

WARD-GRIFFITH CO.

The Word-Griftith Co. maintains offices
’ 4
in all principal advertising centers

What's Neu th i

Mouseusares +

Founded
in
1949

at

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
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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
weather.”

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
pany.

erald is represented

(Ad

Com-
v.)

Koes
‘o
estat
eS PSTAYS

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.

SREDELL

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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

products.

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

GREENSBORO, N. C.

Represented by

=tv

Harrington, Righter & Parsons, Inc.

New York — Chicago — San Francisco

mee

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: moanrinsvn se

Danwnce
i

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 |
, .

Twc.

SREENSBOR
*

BURLINGT
wnerd

-

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.

RETAIL DEALER ADS

Yours or Your Competitors

From newspapers and
: Gooesioes pasmes

roughout f °
Write for booklet”

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7-5371

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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-
plaint.

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

here.”
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
year.)

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
field.

= Charles Segal, attorney for the
Fashion Academy, attempted to

common,

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
out:

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-
thing.”

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
Academy.

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
$10,000.

@ 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-
cy.

EMERSON ENDS LEASE
OF COLOR TV SETS

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)
sociates.

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
firm.

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
Won
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
Total

——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
paid.

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
said.

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, |

experiments
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.

considerable

|

|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:

$3.50.

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-

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‘yvonne savys:—- A FEW This Week in Washington...

MAY GET THROUGH

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
overhauling.

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’’

THE BAYONNE TIMES
BAYONNE, NEW JERSEY
NATIONALLY
REPRESENTED BY

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,
investments.

Pe ae OR ee ee ae

“

plus added returns from their

N G

O ere

M Pn

Waster Craftsmen of Photo- Engraving

Member of

CHICAGO PHOTO-ENGRAVERS ASSOCIATION
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
debate.

“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.”

AMERICAN
LIGHTING

HOME
INSTITUTE, INC.

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.

POINT-OF-SALE

OUTDOOR
DISPLAYS

FOR EVERY OCCASION

@ 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.,

THE PRATT POSTER CO.

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.

Box 951, ADVERTISING AGE

801 Second Avenue

New York 17, N. Y.

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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
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Ci

ty. Zone State
0 $3 enclosed O Bill firm 0 Bill me

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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,-
000.

= With the acquisition of the
eight Statler properties now in
operation, there are currently 26
hotels owned, operated or leased

A SOUTHERN HABIT
FOR 148 YEARS

GRIER’S

ALMANAC

Read and Believed in by
7 Generations.

Same 2,100,000 Circu-

lation Guaranteed for

1955. No Increase in

Rates.

* Blankets the Rural South
from Virginia to Texas.

%& Reaches over a million RFD
Box-holders.

% Readership is intense and
loyal.

% Every advertisement next to
editorial matter.

Write, wire or phone for
rates, closing date and
detailed information.

GRIER’S ALMANAC
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
$231,235.

SHERATON TO SPEND
$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

noodles.

Hutchings, Inc.

AMERICA’S FINEST PHOTOENGRAVING PLANT

or, in the

plain English of
our engraver's
craft, ‘Practice
is the best
master.”

Collins,
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-

ing]

Good morning to you [girl sing-

ing]

This is WWSW [both]

We’ve got such wonderful pro-

grams in store [group]

Variety, sportscasts and music

galore

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-

burgh

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-
vious.)

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-

light
In the moonlight...

How I love to cuddle in the

moonlight

With my arm around a boy in

the car

How I love to listen in the moon- |

light

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
executive.

so Ge mane by te sarlight| Fondon Division Gets Four

How I love to listen in the moon-
light
To WFBR—

That’s the way to cuddle in the

moonlight

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-
proach.

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.
negotiations

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.

Sunbonded
DAY-GLO

Stays Brighter
Longer!

| @ 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.

SWITZER BROS., INC.

FIRST NAME IN FLUORESCENT COLORS

4732 St. Clair Ave. + Cleveland 3,Ohio
IN CANADA; STANDARD SALES COMPANY
4097 Madison Avenue, Montreal 28, Quebec

207 N. Michigan Ave.» Chicago 1

WEST
-vinGinia “

* :
x

e ELKINS INTER-MOUNTAIN ¢ FAIRMONT TIMES ¢ FAIRMONT WEST VIRGINIAN

IN PROSPERO

US

WEST VIRGINIA |

A HALF-BILLION DOLLAR
MARKET REACHED ONLY BY

THE OGDEN GROU

OF WEST VIRGINIA

NEWSPAPERS

e MARTINSBURG JOURNAL ¢ PARKERSBURG NEWS * PARKERSBURG SENTINEL
© POINT PLEASANT REGISTER © WEIRTON TIMES * WELCH NEWS
© WHEELING INTELLIGENCER * WHEELING NEWS-REGISTER * WILLIAMSON NEWS

Nationally Represented by GEO. A. McDEVITT CO., INC.

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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-
bers.

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-
poses.

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 |

$250,000.

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
goods.

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.

JOSEPH BRISEBOIS

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 |
Assn.

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.,
Chicago.

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

sources.”

“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

business.

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-
ful.”

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
personnel.

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
v.h.f.

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,

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THE ADVERTISING MARKET PLACE

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,

HELP WANTED

HELP WANTED

ASSISTANT TO
ADVERTISING MANAGER
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-
dential.
Box 6999, ADVERTISING AGE
200 E. Illinois St. Chicago 11, Ill.
EDITORIAL TRAINEE
Oppty. to learn, advance, travel.
bus, mag. for M.D.’s. State age,
exp., sal. Box 128, Rutherford, N. J.
MOLENE PERSONNEL
SPECIALISTS IN GOOD JUDGMENT
ANdover 3-4424
BANKERS BLDG. CHICAGO 3, ILL.

MAGAZINE ART DIRECTOR
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.

Box 6994, ADVERTISING AGE

200 E. Illinois St. Chicago 11, Ill.

MEDIA SALESMAN ;
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,
Mich.

Nat'l.
edu.,

FRED J. MASTERSON

ADVERTISING - PUBLISHING
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.

Box 6995, ADVERTISING AGE

200 E. Illinois St. Chicago 11, Ill.

P. O. P. SALESMAN :

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.

ONE-MAN AGENCY
or

ACCOUNT EXECUTIVE
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.

Box 6991, ADVERTISING AGE

200 E. Illinois St. Chicago 11, Il.

COPYWRITER

for medium-sized New York agency. Must
have strong e