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search and promotion. In the game of musical chairs Hughes' former chief assistant at Breck, Doug Shaylor, will become advertising services manager.
Indications are Breck is also looking for a top ad man to coordinate advertising and publicity activities of product managers, corporate departments, and ad agencies.
Largest tv buy. doing My Way represents the largest broadcast buy Breck has ever made. Only three shows have been given, but Hughes says, "We are encouraged by signs, but we don't know yet how good a buy we made. Things could go either way."
Against the 1962 $3.2 million tv package for Going My Way alone, Breck has spent SI, 182,380 in tv and $1,455,848 in print for 1959; 51,322,555 in tv and $1,796,401 in print for 1960; SI, 307,065 in tv and $1,999,222 in print for 1961 (Publisher's Information Bureau figures) .
The series, based on the 194-1 movie starring Bing Crosby, tea
li R
Hair styles change, but Breck heads don't
Breck Roma head of 1937 (1), used in Way commercial (r). Roma head is still
print ad, is similar to head for Going My used to introduce Breck-sponsored programs
tines Gene Kelly who heretofore has been an infrequent tv performer. In the past Kelly's television work has been limited to an occasional guest appearance or roles in three hour-long specials.
The program itself espouses no
A change of view for Hughes, new v.p.
John Hughes (r). who switched from Breck ad mgr. to v.p. of Breck ad agency this month, discusses tv activities with John Gill. Breck product advertising mgr.
particular religious cause; its viewpoint is universal. The series is described as "human, believable, lively, and heartwarming in its blend of humor, drama, and charm." Breck people are hoping to attract families, with large shares of women.
Breck executives point out four reasons why they believe the series will draw large numbers.
1. Tv audiences have a high degree of familiarity with, and enthusiasm for, the original film, evidenced by the results of a special TVQ study, and by the consistently large audiences viewing the movie on tv,
2. Gene Kelly is a popular star.
3. The program will have the highest-rated lead-in in tv — Wagon Train, which switched to ABC TV this fall. During the 1961-62 season the program averaged a 52% share of audience nationally.
4. The all-family appeal of the show is ideal for the day and the time slot (Wednesda\. 8:30 to 9:30 p.m.) , which boasts a greater number of available viewers and higher sets-in-use than most other time periods (almost 63 million available viewers) .
Frequency and efficiency. Says Thomas H.Calhoun, vice president of radio/tv programing, N. W. \\er, agency which suggested pur
SP0NS0R/22 October 1962
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