American television directory (1946)

ADVERTISERS Can Manufacturers' Institute, 60 East 42nd St., New York 17. Gordon E. Cole, advertising director. Agency : Benton & Bowles, Inc. (See WRGB: Stations.) Canada Dry Ginger Ale, Inc., 100 E. 42nd St., New York. In 1944, the company sponsored a series of spot animated cartoons over WABD. Carson, Pirie, Scott & Co., Chicago de¬ partment store. (See WBKB: Stations.) Carter Products, Inc., 52 Park Place, New York 8, N. Y. Maker of Arrid. Pre¬ sented several adaptations of radio mys¬ teries over WABD in 1945. (See Buchanan & Co. and Small & Seiffer under Agencies.) The William Carter Co., Needham Heights 94, Mass. Maker of Carter’s Underwear. William L. Carter, assis¬ tant vice president, is in charge of tele¬ vision. In September 1944, the Carter Co. cooperated with several manufac¬ turers to present a series of commer¬ cials on WRGB. Carter’s family skit, “Keeping Up With Baby,” promoted infants’ and children’s underwear. Casual Clothes, Inc., 744 Madison Ave., New York. (See Charles M. Storm under Agencies.) Chef Boy-Ar-Dee Quality Foods, Inc., Milton, Pa. (See American Broadcast¬ ing Co. under Producers.) Cluett, Peabody & Co.. Inc., (Sanforiz¬ ing Div.), 40 Worth, New York 13, N. Y. Young & Rubicam, the company’s agency, produced a series of fashion programs for Sanforized over WABD. Nancy Dixon, who appears in San¬ forized magazine advertising, guided the programs, each of which featured outstanding fashion designers and style trends. Series started January 24, 1945; productions lasted 15 minutes and oc¬ curred every two weeks. Advertising usually consisted of a one-minute skit worked in at the end of the program. Colgate-Palmolive-Peet Co.. 105 Hudson, Jersey City 2, N. J. Maker of Super Suds. (See William Esty Co. under Agencies. Also Newell-Emmett for Kirkman & Son Div., Bridge & Water, Brooklyn 2, N. Y.) Commonwealth Edison Co., 72 W. Adams, Chicago 3, Ill. Ardien B. Rodner, super¬ visor, special campaign division of the advertising department, is in charge of television. Company started telecasting over WBKB in August 1944, with an afternoon cooking lesson, “Cooking by the Dial”, and an evening comedydrama, “What’s Cooking With the Scotts”, which later became “Welcome to the Walkers”. Company also spon¬ sors “Telequizicalls”, an audience par¬ ticipation quiz program. Prizes consist of electric appliances. Commonwealth’s program experiments are aimed at de¬ veloping advertising techniques and promoting the sale of electric appli¬ ances, particularly the electric range. Company has set up television receivers in public places to check audience re¬ actions to its programs. In each series the programs have been built around the commercials. “Telequizicalls” is the only show Edison has on the air at present, but a new drama-comedy series is planned for the near future. The Conde-Nast Publications, Inc., 420 Lexington Ave., New York 17. Pub¬ lisher of Vogue, which sponsored a fashion show over WABD in March 1944, using pictures and models from the magazine. Also produced a program over WRGB in 1945, employing live talent and film. Coty, Inc., 423 W. 55th St., New York 19. In July 1944, Glorianne Lehr pro¬ duced a program over WABD, illustrat¬ ing the methods of the' Coty Salon and promoting its processes and beauty aids. The Crowell-Collier Publishing Co., 250 Park Ave., New York 17. American Magazine collaborated with Station WRGB in April 1942 to produce a pro¬ gram bringing the magazine’s stories and articles to life. Collier's was tied in with an I. J. Fox show glorifying the fur farmer in October 1944. Curtis Publishing Co., Independence Square, Philadelphia. Publisher of The Saturday Evening Post, Ladies’ Home Journal, Country Gentleman, Jack and Jill, and Holiday. Sponsored both radio and television broadcasts in 1945 of the Army-Notre Dame and the Army-Navy football games. Television broadcasts were aired over WPTZ, Philadelphia; WNBT, New York, and WRGB, Sche¬ nectady. Commercials employed still photographs of Curtis publications to¬ gether with an off-screen voice. Lilly Dache, 78 E. 56th St., New York 22. Lilly Dache hats have been featured on several programs at WABD. Daly Bros. Shoe Co., Marion, Ind. Maker of Air-O-Magie shoes. (See Norman D. Waters under Agencies and Tele¬ vision Workshop under Producers.) John David, Inc., 1271 Broadway, New York 1. Beginning in April 1945 at WABD, this company cooperated with American Broadcasting Co. in produc¬ ing a series of nine variety programs titled “Letter to Your Serviceman” based on a radio program of the same name. Commercials strove for humor rather than conventional promotion. Diana Corset Co., Inc., 1 E. 33rd St., New York. (See Lester Harrison under Agencies.) Esther Dorothy Furs, 78 E. 56th St., New York. Esther Dorothy furs were used in two “Fashion Frolic” programs pro¬ duced over WABD. Eleanor Lambert, publicist, handles the account. Allen B. DuMont Laboratories, Inc., 2 Main Ave., Passaic, N. J. DuMont owns and operates Station WABD. Has spon¬ sored a number of programs promoting DuMont-engineered television. Features its trade character, Alec Electron. Agency: Buchanan & Co. Alfred Dunhill of London, Inc. and Mary Dunhill, Inc., 660 Fifth Ave., New York 19. In December 1943, Alfred Dunhill and Mary Dunhill sponsored a program over WABD in which models suggested Christmas gifts and wrappings. Several scenes illustrated uses of these gifts. Producer: Glorianne Lehr. (Also see Charles M. Storm under Agencies.) E. I. DuPont de Nemours & Co., Inc., Wilmington 98, Del. R. A. Applegate, advertising manager. Magic entertain¬ ment is being used to point up advan¬ tages of DuPont developments for better living in a new series at WRGB. Agency: BBD&O. Durez Plastics & Chemical, Inc., North Tonawanda, N. Y. Sponsored a 13-week series of programs in 1944 depicting uses of plastics in the postwar world. (See Television Workshop: Producers.) Easy Washing Machine Corp., Solar & Spencer, Syracuse 4, N. Y. (See Batten, Barton, Durstine & Osborn under Agen¬ cies and WRGB under’ Stations.) Elgin National Watch Co., 107 National, Elgin, Ill. Elgin sponsors spot film com¬ mercials, “time by the stars”, over WBKB and WNBT. These televised time signals run 90 seconds. Agency: J. Walter Thompson Co., Chicago. Encyclopedia Britannica Films, Inc., 20 N. Wacker Drive, Chicago 6, Ill. Company collaborated with WCBW on a live tal¬ ent and film series, “The World We Live In”. The programs were documentaries, experimental educational shows directed toward creating a television “School of the Air”. Programs made use of film in Encyclopedia Britannica Films’ library. Agency: N. W. Ayer & Son. Esquire, Inc., 919 N. Michigan Ave., Chicago, Ill. A. R. Pastel, advertising director, is in charge of television. On September 28, 1944, over WABD, Es¬ quire sponsored “The Boys from Boise”, first full-length (two hours) musical comedy written and produced exclusive¬ ly for television. Audience response in¬ cluded over 300 letters from televiewers. Commercials, showing highlights from a current issue of Esquire, were pre¬ sented between acts. Produced by Charles M. Storm Co. Through Schwimmer & Scott, and in cooperation with American Broadcasting Co., Esquire telefilmed its annual “Esquire AllAmerican Boys Baseball Game” as a “special event” feature. Everfast Fabrics, Inc., 40 Worth St., New York 13. Featuring the work of well-known designers, Everfast spon¬ sored a fashion show over WABD in March 1944. Producer: Glorianne Lehr. The Fair, State and Madison Sts., Chi¬ cago. Hector Suyker, president. Larry H. Foster, sales promotion manager. This department store has presented a cosmetic demonstration program and a series of station-break pictorial slides at WBKB. Has recently inaugurated a series, “Let’s Go Teleshopping,” de¬ signed to aid shoppers by dramatizing the activities of various departments. Fashion Academy, 812 Fifth Ave., New York. Emil Hartman, director, is in charge of television. The Academy pre¬ sented an hour fashion show over WNBT which outlined the steps in creating a design in women’s clothes. Fashion Frocks, Inc., 3301 Colerain Ave., Cincinnati 25, Ohio. (See Keelor & Stites under Agencies and RKO Tele¬ vision under Producers.) Fawcett Publications, Inc., 1501 Broad 98