American television directory (1946)

ADVERTISERS Liggett & Myers Tobacco Co., 630 Fifth Ave., New York 20. Maker of Chester¬ field cigarettes. (See Newell-Emmett under Agencies.) Loft Candy Corp.. 38-38 9th, Long Is¬ land City, N. Y. (See A1 Paul Lefton under Agencies and WABD under Sta¬ tions.) Look, Inc., 511 Fifth Ave., New York 18. WRGB adapted an issue of Look maga¬ zine for television. Recently, WCBW used the magazine’s “Photocrime” fea¬ ture as a basis for several detective dramas. Lord & Taylor, 424 Fifth Ave., New York 18. Department store. (See Glorianne Lehr under Producers.) The George W. Loft Co.. 34-12 36th Ave., Long Island City, N. Y. Maker of Tangee lipstick. (See American Broad¬ casting Co. under Producers.) Luxuray Corp., 450 Seventh Ave., New York. Maker of Dove-Skin Knit Undies. (See Norman D. Waters under Agen¬ cies and Television Workshop under Producers.) R. H. Macy & Co., Inc., Broadway at 34th St., New York 1. Beginning in January 1945, Macy’s sponsored a series of 5-minute commercial programs, pro¬ moting Macy merchandise and services. Presented over WABD, the programs were linked together by a central figure, Martha Manning, who acted as guide on the teleshopping tours. Program signature was on film. Producer: RKO Television. Maritime Milling Co., Inc., Chamber of Commerce Building, Buffalo, N. Y. Maker of Hunt Club dog food. George E. Todd, vice-president, heads television activities. (See Baldwin, Bowers & Strachan under Agencies.) Mars, Inc., 2019 N. Oak Park Ave., Chicago, Ill. Maker of Mars candy bars. (See Grant Advertising: Agencies.) Alice Maynard, 558 Madison Ave., New York 18. Alice Maynard sweaters have been displayed on programs produced by Glorianne Lehr over WABD. McCall Corp., 230 Park Ave., N. Y. 17, N. Y. Presented program at WRGB in behalf of McCall’s Patterns. James McCreery & Co., Fifth Ave. & 34th St., New York 1. Department store. (See Television Workshop under Producers.) Miles Laboratories, Inc., 1127 Myrtle, Elkhart, Ind. A “Quiz Kids” adaptation of the radio program of the same name was presented over WABD in behalf of Alka-Seltzer. Producer : American Broadcasting Co. Agency: Wade Ad¬ vertising Agency. Miles also presented adaptation of a Satevepost “Earthworm Tractor” story for 1-A-Day Vitamins. Missouri-Pacific Lines, 13th and Olive, St. Louis, Mo. (See WNBT: Stations.) John Morrell & Co., Hayne St. and Iowa Ave., Ottumwa, Iowa. Maker of Red Heart dog food. (See Henri, Hurst & McDonald under Agencies.) Nash-Kelvinator Corp., 14250 Plymouth Rd., Detroit, Mich. In January 1945 the Kelvinator Division sponsored a show on WABD which featured prominent cartoonists. (See Geyer, Cornell & New¬ ell under Agencies.) National Distillers Products Corp., 120 Broadway, New York. On behalf of Duff-Gordon wines, Sam Medoff pro¬ duced a musical program over WABD in January 1945. National Peanut Council, Inc., 812 C & S National Bank Building, Atlanta 3, Ga. (See J. Walter Thompson under Agen¬ cies.) Nehi Corp., 10th & 9th Ave., Columbus, Ga. Maker of Royal Crown Cola. (See Batten, Barton, Durstine & Osborn under Agencies and WRGB under Sta¬ tions.) New York Dress Institute, 1450 Broad¬ way, New York 18. Sponsored a pro¬ gram over WABD in January 1943 showing how a dress manufacturing company functions. Producer: Glori¬ anne Lehr. No Mend Hosiery, Inc., 133 W. Berkley, Philadelphia 44, Pa. (See A1 Paul Lef¬ ton under Agencies.) Pal Blade Co., 595 Madison Ave., New York. Edwin Kraus, sales manager, is in charge of television activity. Has sponsored one program over WABD in behalf of Pal Hollow-Ground razor blades. Company is exploring television with a view to adding the medium to its regular advertising program. (See A1 Paul Lefton under Agencies.) Pan-American Airways System, 135 E. 42nd St., New York 17. Since March 1945, Pan-American has sponsored a weekly film travelog with studio com¬ mentary over WNBT. Advertising for Pan-American is also on film. Agency: J. Walter Thompson. Park & Tilford, 485 Fifth Ave., New York 17. Maker of Park & Tilford candy and Tintex dyes. Has sponsored six programs on WABD including “Television Follies of 1944”, a 2-hour musical variety show. Tintex first pre¬ sented a program in December 1943, and has since sponsored 25 television shows: drama, comedy, documentary, variety, etc. Agency: Charles M. Storm. Pond's Extract Co.. 60 Hudson St., New York 13. Maker of Pond’s Cosmetics. (See WRGB under Stations.) Press-On, Inc., 16 W. 61st St., New York 23. Maker of Press-On mending tape. In 1943 the company sponsored the first commercial series to be presented on WABD. (See Reiss Advertising under Agencies and Television Workshop under Producers.) The Procter & Gamble Co., 6th & Main, Cincinnati, Ohio. Maker of Duz and Ivory Soap. Gail Smith heads televi¬ sion activities. Procter & Gamble was one of the first advertisers on WNBT, sponsoring a baseball telecast in 1940. (See Compton Advertising under Agen¬ cies and WRGB under Stations.) Proctor Electric Co., 3rd & Hunting Park Ave., Philadelphia, Pa. (See New¬ ell-Emmett under Agencies.) Ben Pulitzer Creations, Inc., 1270 Broad¬ way, New York. Maker of Ben Pulitzer ties. To promote its neckwear, the com¬ pany sponsored 13 30-minute programs over WABD. Agency: Reiss Advertis¬ ing. Producer: Television Workshop. During 1945, Pulitzer presented a series of variety shows, “At Ease”, directed at servicemen. Producer: Bob Loewi over WABD. Quaker Lace Co., 330 Fifth Ave., New York 11. Hosiery. (See Cecil & Presbrey under Agencies.) Radio Corporation of America, 30 Rock¬ efeller Plaza, New York. RCAVictor Division sponsors a 15-minute weekly film program, “The World in Your Home”, over WNBT. (See J. Walter Thompson under Agencies.) Reader's Digest Association, Inc., Pleasantville, N. Y. Publisher of The Read¬ er’s Digest. (See Batten, Barton, Dur¬ stine & Osborn under Agencies.) Remington Arms Co., Bridgeport, Conn. (See Batten, Barton, Durstine & Os¬ born under Agencies and WRGB under Stations.) Rival Packing Co., 4500 S. Tripp Ave., Chicago 32, Ill. Maker of Rival dog food. (See A1 Paul Lefton under Agen¬ cies.) Ronson Art Metal Works, Inc., Aronson Square, Newark, N. J. Alfred R. Nathan, advertising manager, is head of television. Promoting Ronson light¬ ers, “You’re the Light of My Life” was produced over WNBT, September 29, 1939. The show was the first commercial musical television program in the U. S. “America’s Merchant”, over WABD, September 10, 1944, was a dramatic offering. Ronson commercial was inte¬ grated into the show. Company will continue to experiment with the medium. Agency: Cecil & Presbrey. Helena Rubinstein, Inc., 715 Fifth Ave., New York 23. (See H. B. Humphrey under Agencies.) Saks Fifth Avenue, 611 Fifth Ave., New York 22. Department store. In Novem¬ ber 1943, over WABD, Glorianne Lehr produced two programs for Saks, dis¬ playing the store’s Christmas merchan¬ dise. Schutter Candy Co.. 4730 W. Augusta Blvd., Chicago 51, Ill. Maker of Bit O’ Honey and Old Nick Candy Bar. Schut¬ ter introduced Frank Fay to television on January 7, 1945 over WABD. A mid¬ dle commercial was used in the variety program, with Mr. Fay participating. Agency: Westheimer & Co. Producer: Bud Gamble. Shell Oil Co.. Inc., 50 W. 50th St., New York. (See J. Walter Thompson under Agencies.) Alexander Smith & Sons Carpet Co., Saw Mill River Rd., Yonkers, N. Y. Karl Knipe of Anderson, Davis & Platte, Inc., directs television activity for the company. In September 1944, Smith started a bi-weekly travelog program, “The Magic Carpet”, over WABD. The show combines live talent with actual travel scenes on film. Smith has also advertised over WRGB. Company plans to continue its experiments. Producer: Bud Gamble. 100