American television directory (1946)

ADVERTISERS way, New York 18. Publisher of Mechanix Illustrated. (See Charles M. Storm under Agencies.) Marshall Field & Co., 222 N. Bank, Chicago 54, Ill. Department store. Pro¬ duces a weekly series of programs over WBKB. (See WBKB under Stations.) Firestone Tire & Rubber Co., 1200 Fire¬ stone Parkway, Akron 17, Ohio. Since 1943, Firestone has been a steady adver¬ tiser on WNBT. The company sponsors a weekly 15-minute program which has included a variety of films — musical, travel, novelty, industrial, etc. I. J. Fox, 393 Fifth Ave., New York 16. Howard P. Abrahams, advertising and publicity director, is in charge of tele¬ vision. In September 1938, Fox pre¬ sented a 20-minute program over WCBW, displaying the “world’s rarest furs”. In October 1944, Fox sponsored a program tied up with stories in Click and Collier's on the American fur farmer. This show, produced by Glorianne Lehr, and two other 30-minute programs appeared on WABD. Fox ex¬ pects to use television from time to time when particular pieces of merchan¬ dise warrant special promotion. John Frederics, Inc., 29 E. 48th St., New York. In January 1943, John Frederics hats and accessories were advertised in a “what’s wrong with this picture” fashion quiz. Frederics hats have also been featured on other fashion shows over WABD. Producer: Glorianne Lehr. General Electric Co., Schenectady, N. Y. Owns and operates Station WRGB. Has advertised over WRGB independently and in cooperation with other compan¬ ies. (See Batten, Barton, Durstine & Osborn under Agencies.) General Foods Corp., 250 Park Ave., New York 17. Maker of Post-Tens. (See Benton & Bowles under Agencies.) General Mills, Inc., Chamber of Com¬ merce Bldg., Minneapolis 15, Minn. C. S. Samuelson, advertising manager. This manufacturer of Gold Medal Flour, Softasilk Cake Flour, etc., sponsored a special 28-minute film on the history of cake, titled “400 Years in Four Min¬ utes,” which appeared over WCBW. Gertz Department Store, 162-10 Jamaica Ave., Jamaica, L. I. (See Television Workshop under Producers; also Sta¬ tion W2XJT.) Gillette Safety Razor Co., 15 W. First, Boston, Mass. Has sponsored WNBT pickups of boxing matches from Madi¬ son Square Garden and St. Nicholas Arena since September 1944. Commer¬ cials are still pictures with studio voice, flashed on the screen between bouts or rounds. (See Maxon, Inc.: Agencies.) Gimbel Bros., Inc., Broadway at 33rd St., New York 1. Presented a half-hour fashion show on March 11, 1945 over WRGB-WNBT hookup. Featured Ade¬ laide Hawley. Agency: Abbott Kimball Co. Producer: Television Workshop. Gimbel’s Philadelphia store installed intra-store equipment and in collabora¬ tion with RCA-Victor, experimented from Oct. 26 to Nov. 14, 1945, with this form of promotion. Most important con¬ clusion : shoppers want buying informa¬ tion, interestingly presented. Entertain¬ ment is unnecessary. Gold Mark Hosiery Co., 392 Fifth Ave., New York 18. (See WNBT: Stations.) B. F. Goodrich Co., So. Main St., Akron, Ohio. (See Batten, Barton, Durstine & Osborn under Agencies and WRGB under Stations.) Gotham Silk Hosiery Co., Inc., 200 Madi¬ son Ave., New York 16. Sponsored show promoting Gotham Goldstripe Hosiery, in June 1944 over WABD. Producer: Glorianne Lehr. The Guide Magazines, 400 N. Michigan Ave., Chicago 11, Ill. Publisher of Click and Official Detective Stories. (See I. J. Fox under Advertisers and Charles M. Storm under Agencies.) Hamilton Watch Co., Columbia Ave., Lancaster, Pa. Robert Waddell, adver¬ tising manager. Presented time signal series at WRGB in 1943. Some were tied in with Red Cross, others with Blackstone Cigars. Agency : Batten, Barton, Durstine & Osborn. The Hat Corp. of America, 417 Fifth Ave., New York 16. J. R. Swan, Jr., advertising manager, is in charge of television activity. Started television experiments in March 1944. Produced a 15-minute variety show, a 15-minute fashion show with continuity and a 30-minute play with integrated com¬ mercial, all over WABD in behalf of Knox and Dobbs hats. (For Knox, see Geyer, Cornell & Newell under Agen¬ cies. For Dobbs, see Abbott Kimball.) Hat Style Council, Inc., 1123 Broadway, New York 10. (See WNBT under Sta¬ tions.) Hearst Magazines, Inc., 989 Eighth Ave., New York 19. Sponsored two fashion shows on WABD in the spring of 1944 for Harper’s Bazaar. (See Abbott Kim¬ ball under Agencies and Glorianne Lehr under Producers.) Herbert Manufacturing Co., 229 W. 36th St., New York. Maker of Herbert fab¬ rics. (See Norman D. Waters under Agencies and Television Workshop under Producers.) Hillman Periodicals, 1476 Broadway, New York 18. Publisher of Real Storg. (See Charles M. Storm under Agencies.) Richard Hudnut, 693 Fifth Ave., New York. Over WABD, sponsored three fashion programs in 1944 for the DuBarry Success School. ( See Kenyon & Eckhardt under Agencies and Glori¬ anne Lehr under Producers.) Huffman Full Fashioned Mills, Inc., Meet¬ ing St., Morganton, N. C. Maker of Flatternit stockings. (See Norman D. Waters under Agencies and Television Workshop under Producers.) Industrial Undergarment Corp., Pough¬ keepsie, N. Y. Maker of Stardust slips, blouses and underwear. (See Norman D. Waters under Agencies and Televi¬ sion Workshop under Producers.) International Dress Co., 1400 Broadway, New York. (See Glorianne Lehr under Producers. ) International Shoe Co., 1507 Washing¬ ton Ave., St. Louis, Mo. Maker of Winthrop shoes, Queen Quality shoes, Red Goose shoes. A. L. Johnson, advertisingdirector, is director of television. Has presented four shows on WABD, two of them featuring stories from Collier’s and Woman’s Home Companion. First program, in August 1944, stressed pre¬ sentation of men’s shoes in a manner similar to that used in national adver¬ tising. Another program, promoting children’s shoes, filmed the history of the circus especially for television. Com¬ pany plans to continue experimentation. Agency: Westheimer & Co. Bud Gam¬ ble produced three of the programs. Fotosound Studios made the circus film. Georg Jensen, Inc., 667 Fifth Ave., New York 22. (See Glorianne Lehr under Producers.) Johansen Bros. Shoe Co., Inc., 3642 Lac¬ lede St., St. Louis 8, Mo. Sponsored a half-hour dramatic program in May 1945 over W6XAO. Plans experimental telecasts over television stations in the Midwest and East. Agency: Anfenger Advertising Agency, St. Louis. (See Dan B. Miner under Agencies.) Lamont, Corliss & Co., 60 Hudson St., New York 13. Maker of Nestle’s candy. (See Cecil & Presbrey under Agencies.) Lanz Fifth Avenue Corp., 668 Fifth Ave., New York. Sponsored a “Fashion Frolic” over WABD in October 1943. Producer: Glorianne Lehr. The Frank H. Lee Co., Danbury, Conn. Maker of Lee hats. (See WNBT under Stations.) Lentheric, Inc., 761 Fifth Ave., New York 22. (See Geyer, Cornell & Newell under Agencies.) Lever Bros. Co., 50 Memorial Dr., Cam¬ bridge, Mass. Maker of Rinso, Spry, Lifebuoy Soap, Lifebuoy Shave Cream and Vimms. A. E. Foster is television supervisor. In November 1943, Lever Bros, started a weekly, half-hour pro¬ gram over WABD, promoting several of its products in rotation. Series, which continued until September 1945, in¬ cluded experiments in serious drama, comedy, music, variety, fashion and audience participation, employing both live talent and film. Many advertising techniques have been tried. Lever Bros, has produced many shows at WNBT and is currently sponsoring a series of programs over WCBW. Future plans have not been announced. Agency : Ruthrauff & Ryan. BBD&O handled a pro¬ gram for Vimms at WRGB. Libbey-Owens-Ford Glass Co., Nicholas Building, Toledo 3, Ohio. (See J. Walter Thompson under Agencies and WRGB under Stations.) Liberty Mutual Insurance Co., 175 Ber¬ keley, Boston, Mass. Sponsored a film produced specifically for television. (See Batten, Barton, Durstine & Osborn under Agencies and RKO Television under Producers.) 99