Broadcasting (July - Dec 1938)

Manhattan Soap Co., New York Will advertise its Sweetheart Soap with quarter-hour transcriptions in selected eastern seaboard towns outside of network areas and one-minute transcribed announcements in 125 cities, covering a territory extending north from New York as far as Portland, Me., as far west as St. Louis and as far south as Memphis. Agency is Peck Adv. Agency, New York. Mantle Lamp, Co., Chicago Will start a national spot campaign in the fall on about 90 American and Canadian stations for its kerosene mantle lamps consisting of 15-minute and half-hour live and transcribed shows. Presba, Fellers & Presba, Chicago, is agency. Maple Leaf Milling Co., Toronto Starts a women's morning transcription series over a coast-to-coast line up of stations in September, and a children's evening transcribed show over a smaller number of stations throughout Canada in October. Agency is Cockfield, Brown & Co., Toronto. Marney Food Co., Los Angeles Will continue throughout the fall with its participating program Marco Spelling Bee, featuring Tom Breneman over KSFO, San Francisco. Account placed by Long Adv. Service, San Francisco. Mayflower Service Stations, White Plains, N. Y. Will sponsor broadcasts of local high-school football games this fall on WFAS, White Plains. Agency is J. Stirling Getchell, New York. Milk Foundation of Toronto Extending dramatic spot series now on CFRB Toronto 6 weekly to cover all Southern Ontario. Agency is J. J. Gibbons, Toronto. McCoy's Products, New York Will advertise its cod liver oil tablets with participation programs and announcements on a selected list of Canadian stations, slightly larger than last winter's list. Agency is Neff-Rogow, New York. McRosky Mattress Co., San Francisco Has recently renewed its Sleep Serenade for another 13 weeks on KPO, San Francisco. Account placed through Emil Brisacher & Staff, San Francisco. Miles Laboratories, Elkhart, Ind. Will use considerable spot to supplement its Alka Seltzer National Barn Dance on NBC-Blue network and its Uncle Ezra on NBC-Red network. The Uncle Ezra series which has been broadcast three times weekly on NBC-Red will be discontinued until Oct. 15. Wade Adv. Agency, Chicago, is agency. Miller Brewing Co., Milwaukee Using German band program over WTM.T and sports review over WCFL. Agency is Rickerd, Mulberger & Hicks, Milwaukee. Mitchell Finance Corp., Los Angeles Currently using 12 hours weekly on KFWB, and 7 spot announcements daily on KFVD, Los Angeles. Will continue same and add other southern California stations to its list by Sept. 1 using quarter-and half-hour live talent programs, as well as spot announcements. Agency is Alvin Wilder Adv., Los Angeles. Modern Living Health Institute, New York Using programs on WMCA and WOR, will continue and may add others, through Metropolitan Adv. Co. WWL N EW ORLEANS Modern Packing Co., New York Using a half-hour transcribed variety program of chiefly Italian music with announcements in both English and Italian for its Balboa Oil, broadcast Sunday mornings on WICC WEAN WCOP WABY KQV WGES and WPEN. Agency is Commercial Radio Service Adv. Agency, N. Y. Morey Co., Los Angeles Advertising plans not completed, but contemplates using minute live spot and time signal announcements on Pacific Coast stations as new markets are established for Vita-Foot. StellarMillar Agency, Los Angeles, has account. John Morrell & Co., Ottumwa, la. Will supplement its Boo Becker series on NBC-Red for Red Heart Dog Food with spot in New York and the Southwest. For its hams, will use spot announcements and quarter-hour discs in New York State and Pennsylvania beginning Aug. 15. Henri, Hurst & McDonald, Chicago, is agency. Mountain Copper Co., San Francisco Has already started its fall spot announcement campaign over 10 stations in the West, using for the most part participating agricultural programs on rural stations. The present campaign calls for a 10% increase in radio advertising over last year. Allied Adv. Agencies, San Francisco, is placing the account. E. B. Muller & Co., Port Huron, Mich. Is participating in household program over CKLW and will continue indefinitely. Agency is Charles A. Mason Adv. Agency, Detroit. Murphy Products Co., Burlington, Wis. Will use considerable spot this fall on an undetermined number of stations for its livestock and poultry feeds. Wade Adv. Agency, Chicago, handles the account. Musebeck Shoe Co., Danville, 111. Has renewed Quin Ryan's Sunday night sportscasts on WGN, Chicago, for 52 weeks and will use Standard Radio's Donald Novis Sings, a quarter-hour transcription, on WOR, WLW, KEHE and WTMJ. Plans include expansion of the series to markets in Texas and the southwest. Sehl Adv. Agency, Chicago, is agency. Mutual Citrus Products Co., Anaheim, Cal. Has been using an average of three five-minute transcribed commercials a week on six stations nationally, supplemented by spot announcements. Will continue this schedule to September. Agency is Chas. H. Mayne Co., Los Angeles. Nash-Kelvinator Corp., Detroit Made available to dealers records containing 16 one-minute Kelvinator announcements during the year just passed, time costs for which were in eluded in factory cooperative funds where dealers chose to use them. Although no definite figures are available, understanding is that a large number of retail outlets used these records. Indications are that similar policy will be continued during coming season, with factory again unlikely to do any direct placing of time. Agency is Geyer, Cornell & Newell, Detroit. Plans for new Nash model introduction are not completely formulated, but possibility is that radio will have place in program with spot announcements. Last fall announcement recordings by Boake Carter were used over large station list. Agency is Geyer, Cornell & Newell. Leonard Division has made announcements available to dealers on factory cooperative plan ; will probably continue to do so next winter when 1039 refrigerators are announced. Agency is Geyer, Cornell & Newell. Nassour Bros., Los Angeles Will continue present weekly participation in the quarter-hour Woman's Forum on KNX, Hollywood and is planning an extensive fall campaign for its oil shampoo and other products. Participating and women's programs will be used with concentration on California stations. Agency: Alvin Wilder Adv., Los Angeles. National Biscuit Co., New York Now sponsoring Dan Harding's Wife for Shredded Wheat on 32 stations by transcription, and on six NBC-Red stations, through Federal Adv. Agency, New York. The program was heard during the spring for Premium Soda crackers, through McCann-Erickson, and will probably switch back in September after a 13week run. Stations carrying the transcriptions are WBRC KOA WDRC WSB WHO WSMB WFBR WNAC WWJ KSTP WDAF KSD WOW WGR WHAM WGY WFBL WBT WPTF WLW WTAM WKY KVOO KDKA W.TAR WIS WMC WSM WFAA KPRC WTAR WTMJ. National Porcelain Co., Trenton, N. J. Will participate in Martha Deane's women's program on WOR, Newark, for its ash trays and candlesticks, placed direct. No other radio is planned this fall. National Lead Co., San Francisco Recently completed spot announcement campaign over KINY, Juneau, Alaska on behalf of its paints. Plans to remain off the air for a while, possibly returning in fall. Account handled by Erwin, Wasey & Co., San Francisco. National Transportation Co., New York Will continue, its weekly quarterhour on WHN, New York, for Parmelee cabs and has no other plans at present. Agency is World Wide Adv. Corp.. New York. Natone, Los Angeles Advertising plans not completed, but contemplates using live spot announcements in a fall campaign as new markets are established for Sav-a-Nal, a manicure wax. Agency is JanesMorton, Los Angeles. Natural Chemicals, New York Considering use of radio through Atherton & Currier, New York, for its tonic. New Departure Mfg. Co., Bristol, Conn. Has made no definite spot plans for the fall, but may use a 13-week announcement campaign qn 10 to 20 stations for coaster brakes. Lord & Thomas, New York, is the agency. 7 out of 10 Listeners to BUFFALO STATIONS tune in WGR or WKBW between 5 and 7 P. M. says Ross Federal BUFFALO BROADCASTING CORPORATION RAND BUILDING, BUFFALO Represented by FREE & PETERS Page 66 • August 15, 1938 BROADCASTING • Broadcast Advertising