Broadcasting (Jul - Dec 1944)

^K^^^ ^^^^^ Fnda;! . • ■ J V/role . P»"^r/S »dds"P«XIo so many NEW BOOK PUTS SALT ON THE TAIL OF ADVERTISING The Diary of An Ad Man by James Webb Young captures the elusive human qualities which make advertising successful. When the material in this book first began to appear, week by week, in Advertising Age, the reader response to it was immediate, enthusiastic, and voluminous. Our editorial staff itself could hardly wait for each succeeding installment, and as It arrived it was eagerly passed from hand to hand for advance reading. For this is a book about advertising— and business — and lifedifferent from any other ever published. In it one of the country's best known advertising men has put down, day by day, for eighteen months, what he saw, did, felt, thought, andread. Andputitdown with such a gift for words, such wit and wisdom, as will make you want to read and reread this book throughout your life. As one prominent agency man* wrote me: "Once in a blue moon there appears over the horizon a book about a business which emits flash after flash of penetrating insight. It shoots these illuminating flashes right through that particular business, piercing through the murk of mumbo-jumbo and the underbrush of the basically unimportant. "The Diary of An Ad Man does just that — for a business which, though dealing in intangibles, will find tangible, day-by-day guidance in these pithy case-history experiences, acute observations, and usable suggestions." About the Author Jim Young (as he is widely known) has had the kind of career many men long for. He was, successively, office boy, stenographer, and mail order book salesman; then copywriter, branch office manager, and Vice President for J. Walter Thompson Co.; then Professor of Advertising at the University of Chicago, Director of the Bureau of Foreign & Domestic Commerce in Washington, rancher in New Mexico, author and advertising consultant. He is a past president of the American Association of Advertising Agencies and a founder and director of the War Advertising Council. He has traveled widely abroad, and for thirty years has been identified with many of the largest and most successful advertisers in this country and Europe. The Diary of An Ad Man brings you a distillation of this experience, and of the philosophy which grew out of it. It is a human document of our times, and will, I predict, be ref erred to in the future as historical source material on the business life of our day. It is a book that will inspire you and excite you; that will make you chuckle and make you mad; that will pay you dividends in usable ideas, stimulated thinking, and pure enjoyment. I want to put a copy of this fruitful book into the hands of every man who has anything to do with advertising — or hopes to — because I know he will relish both its contents and its handsome format. So I make you this offer: Send me your order for a copy of The Diary of An Ad Man today, and if you are not more than satisfied that it is worth all I say, I will refund your money and you can keep the book. The price is $3 per copy, postpaid. Send for it now. G. D. Crain, Jr., Publisher, Advertising Age, 100 East Ohio St., Chicago 11, 111. * Victor O. Schwab, of Schwab (i Beatty JACKSON TAYLOR, vice-president of McCann-Erickson, New York, and general manager of the research department, heading copy, market and radio research, has been appointed manager of the agency's Minneapolis office. Recently he has been assistant to the vice-president in charge of eastern operations. Robert B. Donnelly vice-president and manager of the Minneapolis office, has resigned to join the Gardner Adv. Co., St. Louis, where he will handle the Ralston Purina Co. account. JEAN HARSTONE, untU recently assistant director of network promotion for NBC, has joined the public relations staff of Arthur Kudner Inc., New York. EMERSON FOOTE, president of Foote, Cone & Belding, has returned to New York after 10 days in Los Angeles for conferences with Don Belding, board chairman, on general agency business. JACK ROCHE, producer of Young & Rubicam, Hollywood, is in New York assigned to summer shows serviced by that agency. He returns to Hollywood with resumption of weekly Blue Duffy's Tavern on Sept. 25. CAROL DAVIS, formerly of Tom Fizdale Inc., New York publicity service, and prior to that on NBC Hollywood publicity staff, has been appointed West Coast publicity director of Benton & Bowles. LUIS P. DILLON, account executive in the Buenos Aires office of McCannErickson, New York, for 10 years, has gone to New York to assume a special assignment in the agency's foreign department. HUGO SCHEIBNER Inc., Los Angeles, has started a monthly open forum luncheon meeting for agency clients with guest speakers of note in various fields of allied business interests featured. OSCAR H. ROMAGUJ^RA, head of the radio department in the Latin American division of J. Walter Thompson Co., has left New York to survey markets and advertising media in South and Central America. 18 years of program-plonning, development of technical excellence in broadcasting these programs ... and of selling to the 417,441 people in the Western North Carolina ^market's 17 counties . . . that's the record of Serving Western North Carolina M from ASHEViLLE CBj DON S. EI/AS, fxecuffve Director ' Repretented by The KATZ AGENCY.^ LATllS AMERWAiSS RADIO FOLLOWERS SOAP OPERAS, audience participation programs and musical variety shows are the most popular types of radio programs in Latin America, according to field representatives of the Latin American radio section of the Office of Coordinator of Inter-American Affairs who spoke at a luncheon given by the Export Advertisers Assn. July 26 in New York. Discussion revealed that institutional advertising is making a good beginning in Brazil, Me.xico and Peru. Estimates on the number of sets in use as given by CIAA representatives for their respective countries, were as follows : Mexico 600,000, five listeners per set; Ecuador 12,000-15,000, six listeners per set ; Peru 80,000100,000, five listeners per set in private homes and 15 listeners per set in restaurants and bars ; Paraguay 15,000 sets; Cuba 250,000 sets; Colombia and Uruguay each about 200,000; Venezuela 80,000-100,000; Bolivia 15,000-20,000; Brazil, about 2 million sets (unofficial estimate) with most of them in the Rio-Sao Paula area. Among speakers were 13 field men who have been conferring the last two weeks in New York, following a week's conferences in Washington, before returning to their respective posts in Latin America. CIAA representatives participating included : John W. G. Ogilvie, CIAA director in Washington ; Wilfred S. Roberts, associate director. New York ; .lack West Runyon, assistant director, Hollywood ; Mrs. Francis McStay Adams, representative for Ecuador ; Stewart Ayres, Peru ; Mrs. Maria de Burt, Paraguay ; Kenneth Campbell, ("uba ; Herbert Cerwin, director of information, Mexico ; Jaime Garzon, Colombia ; Frank Linder and Richard Phillips, Uruguay ; Feruey Rankin, director of information for Colombia ; Joseph Ries, Venezuela ; Hugo Urrutia, Bolivia ; John Wiggin, Brazil. Thomas Riley, former television director of Wm. Esty & Co.. New York, who will leave shortly to serve as CIAA representative in Chile, also attended. I D Halifax License THE Halifax Chronicle is understood to have been issued a license for a 250 w station, althoug-h no official announcement has been made yet by the Dept. of Transport, Ottawa. The station has boug-ht equipment in part from CFRN Edmonton. The newspaper had held a construction permit but allowed it to lapse some years ago. ( AVCBI Columbus, Miss., has sold Arthur Gaeth, MBS commentator, locally to Roy's Drug Store, Columbus Walgreen outlet, for .52 weeks. Program originates at KLO Ogden. Utah, nt 11 a.m. EWT Monday-Friday. ORIGINAL CUSTOM-BUILT RADIO SPOTS Page 4« • July 31, 1944 BROADCASTING • Broadcast Advertising