Broadcasting (Apr - June 1950)

GET THE STORY... How just one announcement brought . . . FOR //MASKS Holsum Bakery reports "Cisco Kid" is a terrific bread salesman! A single offer of "Cisco Kid" masks stampeded the kids. Although these masks were to be distributed by dealers, the following day, impatient youngsters stopped Holsum trucks that same evening — demanding masks! Next day, the entire supply of 10,000 masks was distributed! The station reports: "Could have used 40,000!" All over the country, the "Cisco Kid" is breaking sales records for many different products and services. Write, wire, or phone for details. SENSATIONAL PROMO* TION CAMPAIGN — from buttons to guns — is breaking traffic records I This amazingly successful Vi-hour Western adventure program is available: 1-2-3 times per week. Transcribed for local and regional sponsorship. Here's the Sensational LOW-PRICED WESTERN That Should Be On Your Station! International WAVE ATMOSPHERE at WAVE Louisville is taking on an international tint. By request of the United Nations' Paris office, Bill Hodapp, WAVE continuity editor, and Clarence R. Graham, Louisville public librarian, are preparing a 3,500 word article which will be translated into all foreign languages and circulated at a UN meeting in Sweden this summer. Paper will compile suggestions as to how foreign nations can benefit from WAVE-LouisvillePublic Library efforts in field of education, public service and audio-visual aids. Choice of the writers grew out of their collaboration on an article, "Television's Town Hall," published in Library Journal last year. GEORGIA MEET Mitchell Institute Speaker ADDRESS by Maurice B. Mitchell, director of NAB's Broadcast Advertising Bureau, demonstration of the effect of radio advertising on sales and a showing of the radio promotion film, "Lightning That Talks," will highlight the fifth annual Radio Institute at the U. of Georgia May 18-20, the institute has announced. Mr. Mitchell, secretary of the committee which produced the film, will speak following the film showing. Also scheduled is a panel discussion on radio advertising led by Mr. Mitchell and Allen M. Woodall, WDAK Columbus, past president of the Georgia Assn. of Broadcasters and currently a member of NAB's board of directors. Previously announced institute speakers are Malcolm Johnson, Pulitzer prize winning reporter now with INS, and John M. Cooper, director of radio for INS, who will lead a session on radio news. The institute is held annually under the sponsorship of Georgia U.'s Henry W. Grady School of Journalism. Institute committee is headed by Lewis A. Doster, WGAU Athens. Arthur Rubicam ARTHUR RUBICAM, 50, account executive of Morey, Humm & Johnstone Inc., New York, died April 27 at his home in Upper Montclair, N. J. Born at Plymouth Meeting, Pa., Mr. Rubicam attended New York U., and was associated with several advertising agencies until 1943 when he joined General Electric as advertising and promotion manager of the heating equipment division. In June 1949 he joined Morey, Humm & Johnstone. Surviving are his wife, his sister and his mother. LEVER ELECTS Babb To Succeed Luckman Mr. Hancock Mr. Babb JOHN M. HANCOCK, partner of Lehman Bros., was elected chairman of the board of directors of Lever Bros. Co., and Jervis J. Babb, executive vice president of S. C. Johnson & Son Inc., was elected president at an annual meeting in New York on May 2. The new board of directors of Lever Bros, will consist of Messrs. Hancock and Babb, and the following: William H. Burkhart, vice president of Lever Bros. Co.; J. Laurence Heyworth, director of Lever Bros. & Unilever Ltd.; Franklin J. Lunding, president of the Jewel Tea Co. Inc.; Charles A. Massey, president of Lever Bros. Ltd. (Toronto); Robert B. Smallwood, president of Thomas J. Lipton Inc., and Louis F. Watermulder, vice president of Lever Bros. Co. Other officers of the company, and of the Pepsodent and Jelke divisions will remain the same. Succeeds Luckman Mr. Babb succeeds Charles Luckman, who resigned two months ago. The new Lever president who is expected to assume office in about 60 days, was born in Pennsylvania and graduated from Haverford College in 1921 and from Harvard Business School in 1924. In 1931, Mr. Babb joined Standard Oil Co. of Indiana where he was manager of sales research and then manager of retail sales. He became vice president and general manager of the Booth Fisheries Corp., Chicago, in 1941 and in 1944 went with S. C. Johnson Son Inc. as executive vice president and director. Mr. Hancock, a director of a score of leading U. S. corporations, including Sears, Roebuck & Co., International Silver Co., and American Lines, graduated from the U. of North Dakota in 1903. He served in the Navy during the first World War and in 1919 was named vice president of the Jewel Tea Co., president in 1922, served as chairman of the board from 1924 to 1942 and was re-elected in 1948. He joined the firm of Lehman Bros., bankers, as a partner in 1924. He became a member of the War Resources Board in 1939 and was Bernard M. Baruch's alternate as a member of the U. S. delegation to the United Nations Atomic Energy Commission in 1946. MORE than 50 AM and FM stations in New York State currently are broadcasting transcriptions produced by State Radio Bureau concerning: state income tax and disability benefits lavr. Page 32 May 8, 1950 BROADCASTING • Telecasting