Broadcasting (July - Dec 1942)

WILLARD BUTLER WITH NINE years of varied experience at NBC, Willard Butler, timebuyer of Erwin, Wasey & Co., New York, is well equipped to handle the long list of national spot and network accounts which flow across his desk. Some are seasonal accounts, some use extensive yearround spot campaigns, and others use network shows with chainbreak and announcement campaigns to back them up. In the group are such diversified accounts as Lydia Pinkham Medicines Co., Macfadden Publications for Liberty Magazine, Carnation Co. (milk). Consolidated Cigar Co., The Barbasol Co. (shaving cream). Air Transport Assn. of America, R. B. Semler (Kreml hair tonic), The Musterole Co., Forhan's toothpaste, and Primrose House cosmetics. A New Englander, Willard was born in Quincy, Mass., Dec. 9, 1912, and after high school, received an unusual education at the Boston Institute of Advertising. At that time a comparatively new school, the Institute was run on a basis somewhat similar to a small advertising agency. It had various departments and the students took active part in planning radio, magazine and newspaper campaigns, setting up budgets and layouts, and writing copy. All in all, Willard received there the groundwork for the myriad of details he is faced with in his present job at Erwin, Wasey. In 1933 he joined NBC as a page boy and receptionist, in one year working up to an assistant to the spot and local sales traffic manager. Promoted to manager of that division, Butler for five years was responsible for all spot availability requests, orders, contract preparations, rate and discount problems and billing instructions. In his "spare time", he worked with the NBC legal department in prepar ing NBC's current contract form for all spot time sales and present rate cards used by NBC m & o stations. When Willard joined Erwin, Wasey early this year, his position at NBC was that of a spot time salesman, one of his biggest tasks having been to sell and schedule all spot radio placed with the network during the Presidential campaign in 1940. Married to the former Dorothy Michel of NBC New York, Willard Butler celebrated his first wedding anniversary on June 1st. He says he hasn't any particular hobbies, but enjoys "golf and swimming, being with people, swapping stories and riding along with a gag". WINNIPElJ merchants are placing a one-hour participating program on CFAR, Flin Flon, Man., and CKCA, Kenora, Ont. The program is being handled by Tony Messner of the Winnipeg office of Stovin & Wright Ltd., station representatives. Grant Appointed In Mexico GRANT ADV., S. A., Mexico City, athliated with Grant Adv., Chicago, is e.xpanding its Mexican operations. The agency has been appointed to handle Mexican advertising of Vick Chemical Co., New York, Carter Products, New York (Carter's Little Liver Pills), Scott & Browne, Bloomfield, N. .T. (Scott's Emulsion), and Forhan Division of Zonite Products Corp., New York (tooth paste). All four accounts are using Mexican radio. The last company is using a variety half-hour program weekly on XBW, Mexico City, and Superman in Spanish on Radio Programmes de Mexico Network. A Spanish version of Take It or Leave It has been placed on XEW for Scott's Emulsion. Noxon Spreading NOXON, New York, currently running spot announcements on New York stations for its metal polish, will add announcements on WABC, New York, and WBEN, Buffalo, for 13 weeks starting July 10. Agency is Raymond Spector Co., New York. COCILANA Inc., Brooklyn (candy), to Al Paul Lefton Co., New York. Radio and newspapers will be used this fall and winter. Radio plans as yet unsettled. MENTHOLATUM Co., Buffalo. N. Y. (proprietary), to J. Walter Thompson Co., New York, effective September 1. Some spot radio will be used. GROCERY STORES Co., Libertyville, 111., to .Joseph Jacobs Market Organization as merchandising and advertising counsel in the Jewish field. Plans have been made for Jewish radio and newspaper advertising to start in September. HARLEYSVILLE MUTUAL CASUALTY Co. and Mutual Auto Fire Insurance Co.. Harleysville. Pa. (insurance), to CarterThompson Co., Philadelphia. AVALON LANE Co., New York (Lashgro eyelash bcautifier ; the Vita Man. vitamins ; Nature Seed Co.. medicines ; Power Publications), to S. Duane Lyon, Inc., New York. Newspapers and magaz nes will be used. No radio plans at present. NACTO CLEANER Corp., New York (spot remover), to R. T. O'Connell Co., New York. DOWN 1. DROP THESE IN YOUR SAFETY DEPOSIT BOX ACROSS 2. AND YOU WILL HELP DROP THESE ON THE AXIS It didn't take a genius to figure out that radio could do a whale of a job in promoting the war effort. Bonds buy bombs and people buy bonds. Ergo, reach the people. We're happy about radio's contribution, and we wanted to say so, somehow. We always itch with pride when we mark one of Uncle Sam's invoices, "Gratis". Answer: 1 . Down — I 2. Across — or need we BONDS \ -BOMBS f tefi you! SINCE 1921 Represented Nationally by KATZ Agenc^ BROADCASTING • Broadcast Advertising July 13, 1942 • Page 47