Sponsor (Apr-June 1959)

"If you want to reach out for new customers and to survive in this daj of strong competition especially for the home furnishings dollar, then you must be in tv," noted Howard AJbraham, v.p.retail sales, TvB. Speaking before the ARM of Retail Merchants in Chicago last week, \braham cited the young families as the best customers for retail furnishings. "These are 1\ s biggest viewers," be added. "In the young family "roup-, the) watch tv 350 minutes a da) ."' Note: TvB is sending ad managers of retail stores a story hoard showing them how to take the elements used in print advertising and translate them into a tv commercial. using slides and off-camera voice. Another TvB report: Toy makers using tv nearly doubled in 1958 over '57. Total investment from the 121 toy and game industry advertisers in 1958: $3.5 million. In 1957, 64 advertisers spent S2.1 million, and in 1956, the same number spent $1.8 million. Biggest tv toy spender in IT,;; was Mattel, Inc. Ideas at work: • KTLA, Los Angeles, contracted I he newly-organized Mobile Video Tapes. Inc. I a self-contained commercial tape cruiser unit i to record a ma-lei tape of the Bolshoi Ballet. MYT ran about 40,000 feel of tape over a four-day period for the fourhour production which KTLA contracted to produce for Skiatron. payl\ firm. The estimated cost: $1 million. • The) had a "circus of a time." When the l!i Top visited Scranlon. Pa., WDAU-TV hired the circus ele pliant for the da\ and -nil an expedition of account e\ecuti\es on a safari to the (inn mounds. Reason: to publicize thai all "Big Shows" are seen on thai stal ion. • To promote Colorado's "Rush In Mie Rockies' Centennial celebration, KKTN . ( Colorado Springs-Pueblo, produced a one-minute, sound-onfilm featui ing rag I ime musician Ma\ Morath, singing and pla) ing the state's Centennial song. Station is sending the spots free to ever) l\ station in the state. Thisa 'n' data: To make its first profitable month in five vears of operating on uhf in a market of nine major vhf stations. John Metts. business manager of WICC-TV, Bridgeport, climbed the 500-foot transmitter tower and permanently attached the dollar to it that took the channel out of the red . . . WSOCTV, Charlotte, N. C. began airing editorials last week . . . WANE-TV, Ft. Wayne, built a Little League baseball field behind its studios so it could televise the LL ball games . . . KGAiN-TV, Portland, Me. is building a new tower, to rise 1.619 feet . . . KFJZ AM-FM, Ft. Worth aired, what it believes to be, the first compatible stereo broadcast . . . Anniversary note: WPIX, New York, celebrating its 11th year this month. Kudos: To KMTV, Omaha, the American Red Cross Appreciation award for its public service series Teaching Johnnie To Swim ... To the news department at WHC, Pittsburgh, four first-place awards from the Pa. Associated Press Broadcasters Association. On the personnel front : John F. Dille, of WKJG-TV-AM, Fort Wayne, named president-elect of The University of Chicago Alumni Association . . . Arch Madsen, to assistant executive director of the Association of Maximum Service Telecasters, Inc., Washington. D. C. . . . Maurice Guillerman, to national sales manager, WW L-TV, New Orleans . . . Leonard Warager Jr., to account executive at W \BC-T\. New York . . . David Aldrich, to the public relations department of Westinghouse Broadcasting . . . Scott Kemper, to advertising and promotion director of KOVR-TV, Stockton, Cal.... Parker Jackson, to sales development and promotion director for KFMB-TN \ \\l. San Diego. Add to personnel moves: Mark Wodlinger, executive v.p. of the Communit) Telecasting Corp., will also be national l\ sales manager for W MBD-TV, Peoria . . . George Donnelly, elected treasurer and \V. II. James, assistant secretar) of W PIX, \i w ^ oik . . . Tom Burkhart, to regional sales c linatoi . \\ I .< >s TY . Vsheville-Greenville-Spartanburg . . . Jack Lightner, promotion mgr., WREX-TV, Rockford, III. ^ COSMETICS (Cont'd from page 35) ol the medium. Some of the standouts: Revlon with its enticing denunciations of its varied products; the big soaps — P&G. Lever. Colgate — with their toilet soaps as well as their shampoos and beauty aids: Avon, with its successful pre-sell campaign backing its door-to-door sales ladies. Most of these national advertisers allocate case allowances to retailers for purchase of local advertising. But the preponderance of t\ mone) spent b) manufacturers in cosmetics and toiletries goes to spot or network. whether the account is national or regional. Revlon. with its Barbara Britton. was in the vanguard of commercial development which combined a personality spokesman with glamor in persuasive product demonstrations both on live network shows and in filmed commercials. Former ad manager George Abrams. talking with TvB about the results Revlon has experienced with sponsorship of the Garry Moore Shoiv (CBS, Tuesdaj night), concluded after a product use survey that the program reached a responsive audience and one which bought large amounts of the advertised Revlon products. Viewers of the Moore show were checked in Philadelphia. Los \ngeles and Chicago during a program telecast last October (the second of the season). At that time. 36.59? of the women watching the program used Revlon lipstick. The same sur\e\ was conducted during the 13th telecast of the program series, at which point 01.')', of the women used Revlon lipstick — a 70' < increase. Vnd an anahsis of Revlon product use among viewers watching competing programs showed a lower consumption ol Revlon products general!) than among the Garry Moore viewers. The pluses gained by the Moore -how : 6093 on lipsticks, »0% OH Compact makeup. I It)' i on I.i\ ing Curl hair spra) and 1 7.V , on facial cleansei . These results -how win an increasing number ol cosmetic advertisers are following the Revlon philosophy, as expressed b) Mr. \brams: "Results were so overwhelmingl) good we renewed. Rut if we went bj ratings alone we would have cancel,,!.^ 71 SPONSOR 27 .it ne L959