Broadcasting (Jan - June 1940)

MISSION HOSIERY MILLS, Los Angeles, new to radio, in a 13-weeks test, starting March 4, will sponsor a weekly quarter-hour quiz program, Radio Charades, on KHJ, that city. Program will be listening audience participation, with 75 prizes awarded weekly for best solutions. Donald A. Breyer, Los Angeles manager of Sidney Garfinkel Adv. Agency, servicing the account, will supervise production. NATIONAL HOME PRODUCTS, New York, on Feb. 19 started a test campaign for KM, a cleansing product to be used in place of soap, using daily participations on the Daniel Reeves program on WEVD, New York. The Reeves grocery stores are distributors of the product. Agency is J. W. Pepper, New York. CALIFORNIA FIGCO Co., Los Angeles (coffee substitute), new to radio, in a test campaign starting March 1 will sponsor participation six times weekly in the Sunrise Salute program on KNX, Hollywood. Contract is for 13 weeks, with placement through Culbreth Sudler Co., Los Angeles. COFFEE PRODUCTS Co. of America, Los Angeles, out of radio for several years, in a test campaign for Advance Tooth Powder, a new product, on Feb. 19 started a weekly quarterhour commentary program on KBCA, that city. Program features Harry Balkin, character analyst. Merchandising includes a character chart which is sent listeners upon request. Contract is for 13 weeks. John F. Roberts, Los Angeles, is agency. O'KEEFE & MERRITT Co., Los Angeles (gas ranges), a consistent user of Southern California radio, is currently sponsoring a thrice-weekly early morning news period on KFI, and a twice-weekly noon news broadcast on KECA. In addition the firm is using thrice-weekly participation in Violefs Shopping News on KMPC and three spot announcements a week on KHJ. Richard B. Atchison Adv. Agency, Los Angeles, has the account. KEVO Co., Azusa, Cal. (health drink), new to radio, on Feb. 21 started a weekly quarter-hour program featuring Harry Balkin, character analyst, on KECA, Los Angeles. Contract is for 13 weeks with placement through John F. Roberts, Los Angeles. BENJAMIN MOORE & Co., Toronto (paint), started on Feb. 27 twice-weekly interior decoration talks on 8 Canadian stations. Transcriptions were cut by Dominion Broadcasting Co., Toronto, and account was placed by E. W. Reynolds & Co., Toronto. MILQO Ltd., Hamilton, Ont. (ViTone), started on Feb. 26 a weekly five-minute series on 8 Ontario stations as a test, with possibility of extending the campaign throughout Canada 1 later. Account was placed by E. W. ; Reynolds & Co., Toronto. KANSAS GAS & ELECTRIC Co.. Wichita (appliances), has started sponsoring twice-weekly the quarterhour transcribed Leisure House on KFH and KANS, that city. The series was produced by Mertens & Price, Los Angeles. W. F. Mclaughlin & Co., Chicago I (Manor House, Keptfresh coffees) has ^ renewed its five-times-weekly Coffee , Time program featuring Norman Ross : on WMAQ, Chicago, until March 1, . 1941. Sherman K. Ellis & Co., Chi i cago, is agency. CONDON BROS. SEEDSMEN, Rockford, 111. (garden seeds), is using two 15-minute periods weekly on WLS as a spring campaign. Cramer-Krasselt, Milwaukee, is agency. ADAM HATS, New York, sponsored two more prize fights in its series on NBC with Sam Taub and Bell Stern describing the Conn-Lesnevich light-heavyweight bout on Feb. 28 from Miami, and on March 1 the Pastor-Savold heavyweight fight from Madison Square Garden, New York. SHELL OIL Co., San Francisco, recently started a spring chainbreak drive for two weeks in California, Oregon, and Washington .Account was placed through J. Walter Thompson Co., San Francisco. VANTI PA-PI-A Corp., New York, is planning to add a station in Cleveland, as yet unselected, to the group now carrying weekly spot announcements promoting the company's melon drink in sections of the South and on WNEW, New York. Erwin, Wasey & Co., New York, is agency . MUTUAL OPTICAL PLAN, New York, which recently appointed Klinger Adv. Corp., New York, to handle its advertising, is using three quarter-hour and two five-minute programs weekly on WMCA, New York, and five minute programs at intervals on Gene King's recorded Midnight Jamborees program, on WEVD, New York. NEW strip show, Our Friendly Neighbors, was arranged for Don Lee presentation on the West Coast by C. S. Beardsley (center), Miles Laboratories v-p, during a recent Coast visit. Here he congratulates Karl Kreizinger, of San Diego, new president of the Retail Drug Assn., as Frank G. Clancy, Dr. Miles California C o. general manager watches. The new strip supplements Newspaper of the Air on the same network. Associated Adv. Agency has the account. WEAR-PROOF MAT Co., Chicago (rubber mats), on March 4 will start The Home Edition, five-minute daily newscast on WENR, Chicago. The program, featuring UP news, is directed to women. Durwood Kirby will! handle The Home Edition on Mondays, Tuesdays and Thursdays, Donald Dowd on Wednesdays and John Holtman on Fridays. Contract placed through Wade Adv. Agency, Chicago. GOOD HUMOR ICE CREAM Co., Los Angeles (ice cream), seasonal users of radio time, on March 4 starts for 13 weeks daily participation in the combined Sunrise Salute and Housewives Protective League programs on KNX, Hollywood. Agency is Western Adv. Co., Los Angeles. SUNNYVALE PACKING Co., San Francisco (Rancho Soups) recently signed for 262 five-minute participating spots five times weekly, Monday through Friday on the Bess Bye program on KFRC, San Francisco. Account placed through Lord & Thomas, San Francisco. JOHN BURLINSON, a director of Sheffield Farms Co., New York, has been appointed advertising manager. Merchants throughout Kansas* report that housewives insist on receiving brand names which are advertised over WIBW. "We can tell almost to the minute when WIBW starts mentioning any of the products we carry," they say. "Our sales start skyrocketing at once. That's why we like to know about such advertising plans in advance. Then we can stock up to meet the demand that always comes." So, Mr. Advertiser, whether your problem is one of sales or distribution, WlBW is the quickest, surest and most economical way to get the results you want . . . and we're ready to prove it to your satisfaction. * And half way across adjoining states. Mm\M^^) Columbia's outlet for kansas Ben Ludy, General Manager Represented by CAPPER PUBUCATIONS, INC. New York — Detroit — Chicago — Kansas City, Mo. — San Francisco BROADCASTING • Broadcast Advertising March 1, 1940 • Page 55