Television digest with electronic reports (Jan-Dec 1952)

7 Station Accounts: Five new sponsors this week completed sellout of 11 five-minute Dorsey Connors shows weekly on WNBQ, Chicago; weekday 5:40-5:45 show is sponsored successively by Fred Harvey (restaurant chain), Card Industries, Sawyer Biscuit Co., Jones Dairy Farm, Thor Dealers; six 10:10-10:15 p.m. shows by First Federal Savings and Standard Milling Co. (Ceresota flour) . . . New to TV, also on WNBQ, is Burpee Co. (deep fryers), local 5-min. newscasts during NBC-TV a.m. Today show, thru Buchanan & Co. . . . Nash-Kelvinator, with kitchen setup in studio, first partic. sponsor on The Singing Kitchen, Anne Harvey’s new cooking show on WOR-TV, Mon.-thru-Fr’i. 4:30-5, thru Geyer, Newell & Ganger, N. Y. . . . Waffle Corp. of America, subsidiary of Donut Corp. of America, in $500,000 campaign for Downyflake Frozen One-Minute Waffles, will use spots on 40 TV and 40 radio stations, thru J. M. Korn & Co., Philadelphia . . . Streitman Biscuit Co., sponsoring Bing Crosby Enterprises’ Royal Playhouse films on WTVR & WHAS-TV adds WBTV, Charlotte, and WSAZ-TV, Huntington, thru Harry M. Miller Co., Columbus . . . Among other advertisers reported using or preparing to use TV: Swift Homes Inc. (factory-built houses), thru Rotham & Gibbons, Pittsburgh; Queen City Brewing Co. (Old German beer), thru Jame: S. Beattie Adv., Washington; Warner-Hudnut Inc. (Slcan’s liniment), thru Kiesewetter Associates, N. Y.; Seidlitz Paint & Varnish Co., thru Carter Adv., Kansas City; Mitchell Mfg. Co. (lighting fixtures), thru George Brodsky Adv., Chicago; Milnot Co. (milk compounds), thru Henri, Hurst & McDonald, Chicago; Whitney & Co. (Red Rambler salmon), thru Burke Co., Seattle; National Homes Corp. (prefabricated homes), thru Applegate Adv., Muncie, Ind. ; Timely Clothes Inc., thru Morton Freund Adv., N. Y. Network Accounts: Florida Citrus Fruit Commission became first sponsor to sign for Mon.-thru-Fri. participation in NBC-TV’s Today when it purchased five 5-min. periods weekly starting Feb. 11, thru J. Walter Thompson . . . Stassen for President Committee, first purchaser of network political time in current presidential campaign, was so pleased with results of Feb. 2 talk by Harold Stassen during intermission between Sat. night wrestling bouts on DuMont that it bought same time on same network for another such talk Feb. 9 . . . Schick Inc. (electric shavers) Feb. 5 cut sponsorship of Crime Syndicated on CBS-TV to alt. weeks, Tue. 9-9:30, thru Kudner . . . Ekco Products Co. (kitchenware) started sponsorship Feb. 6 of Wed. portion of The Goldbergs on NBC-TV, Mon.-Wed.Fri. 7:15-7:30, thru Earle Ludgin & Co., Chicago; reports last week had Ekco dropping show for lack of station clearances . . . Bauer & Black (surgical dressings & medical supplies) April 16 starts sponsorship of Wed. 5:305:45 segment of Howdy Doody on NBC-TV, Mon.-thruFri. 5:30-6, thru Leo Burnett & Co., Chicago . . . Cannon Mills Inc. (towels, sheets, hosiery) starts Give & Take March 20 on CBS-TV, Thu. 3:30-4 . . . GE will use Information Please as summer replacement for Fred Waring on CBS-TV, Sun. 9-9:30, possible permanent spot if show proves as successful as radio version . . . Carling’s Beer & Ale has again optioned 1952 Cleveland Browns pro football games, signed by DuMont . . . Admiral dropping NBCTV Lights Out after 2 years of sponsorship, will continue to sponsor TV special events, is buying new 25-min. world news program on CBS-radio Sun. 5:30, starting Sept. 17. “Advertising coup of the new year," says Feb. 8 Tide, occurr d recently when NBC-TV’s 7-9 a.m. Today was tricked into telecasting card reading: “Listen to Herb Sheldon Mornings on WJZ Radi ), 6:30-8:15 a.m.” Taking advantage of Today's practice of scanning crowds outside studio, Sheldon’s cohorts mingled with onlookers, then flashed sign when camera pointed at them. DUMONT IS SEEKING “fresh approach” to political convention coverage following collapse of its announced plans to collaborate with Life Magazine on telecasts for sale to local sponsors on co-op basis (Vol. 8:4). Program v.p. James Caddigan was scheduled to fly to Chicago this week end to survey the situation. Life deal fizzled for many reasons, including DuMont’s inability to clear any significant number of one or 2-station markets, many of which were already committed to NBC or CBS when DuMont-Li/e offer came out. Another big factor was Life’s endorsement of Gen. Eisenhower for GOP presidential nomination, which didn’t sit well with either GOP or Democratic committees. DuMont’s Chicago affiliate, WGN-TV, owned by Col. Robert McCormick’s Chicago Tribune, which has endorsed Sen. Taft and is editorially hostile to Time-Life publisher Henry Luce, is reported to have rejected DuMont-U/e coverage. Other affiliates were touchy about Lf/e-Eisenhower tieup and free plugs for magazine. DuMont’s ultimate convention setup will probably be less elaborate than other networks, with co-op sponsorship deal still probable. Meanwhile, executive committee of Democratic National Committee appropriated $1,000,000 for TV-radio timebuying in 1952, biggest single slice of 1952 campaign budget of $2,800,000. GOP hasn’t decided on budget yet, may not announce “commercial” plans until after convention next July. In 1948, Republicans spent $460,000 for radio, only $10,000 for infant TV. Democratic committee chairman Frank McKinney said committee is considering plans to shorten nominating and seconding speeches, discourage demonstrations at convention to avoid boring TV audience. Committee’s concern over this aspect of conventions underscores recent report by St. Louis Post-Dispatch Washington correspondent Raymond P. Brandt that both GOP and Democratic party staffs fear “the silly demonstrations and the long-winded speeches [may] nauseate the inexperienced [TV] onlookers.” He pointed out neither party has ever been able to enfoice time limits on debate, suggests answer may be up to TV networks. He notes they may find it advisable to insert standby studio shows during long demonstrations and speeches “with frequent cut-ins from the convention to show that the fatuous fol-de-i-ol is still going on.” Johnson-Case bill banning liquor commercials (Vol. 8:3-5) appeared to stand fair chance of favorable report by Senate Interstate & Foreign Commerce Committee as hearings ended this week. Sen. Johnson said report is certain and predicted Senate passage, but wouldn’t go out on limb regarding House action. Langer bill in 1950, which proposed stopping liquor ads in all media, was barely defeated (by 7-6 vote) — despite fact radio forces were joined by heavy guns of printed media. Few spokesmen for printed media testified on present bill. NARTB president Harold E. Fellows summed up this week’s opposition by stating that bill: (1) Is unnecessary because of indus try’s self-regulation. (2) Discriminates against one medium. (3) May encourage legislation against other products. (4) Might establish other commissions or bureaus, besides FCC, which could control station licenses. Novel sidelight on Sen. Johnson’s sponsorship of bill, reported in Feb. 8 Tide, is fact that games of Western Baseball League, of which he is president, are sponsored in Denver by brewer. Military won't buy TV time for recruiting campaign out of $550,000 in unexpended 1951-52 funds, but radio will be allocated 18' i , Army and Air Force announced this week. Air Force will, however, send 3 recruiting films to all TV stations for use on public service basis, including 60 & 20-sec. pilot training films, 20-sec. aircraft observer film. Grant Adv., Chicago, is handling campaign.