Broadcasting Telecasting (Apr - June 1951)

CI ass "Daps, Cleansers INCREASE in use of network radio during 1950 was reported for the Soaps, Cleansers and Polishes classification of advertisers. Beside the six major advertisers reported in the accompanying table, the following firms used network radio to promote their products : Armour & Co., for its Chiffon Flakes, used Stars Over Hollywood, CBS, for two weeks during April on 168 stations, 1-1:30 p.m. Saturday, $17,448. Bu-Tay Show Bu-Tay Products Ltd., for its Raindrops water softener, used CBS News Room-Sunday Desk from September through December, 12 stations, 5:30-6 p.m., Sunday, $11,370. Chemicals Inc., for all products, used Frank Goss, News, CBS, April through December, over 12 stations, 5-5:10 p.m. Mon., Wed., Fri., $37,730. Colgate-Palmolive-Peet, for Vel & Colgate Dental Cream, backed TAPE LIBRARY Undertaken by N. Y. Firm MASS duplication of taped programs to form a complete tape library has been undertaken for a new and as yet unidentified library service, Russell O. Hudson, vice president in charge of sales for Audio & Video Products Corp., New York, has announced. A "complete library of prerecorded magnetic tapes — for the home and commercial broadcast markets" is planned, Mr. Hudson said, with single and dual-track reels at 7.5 and 3.75 inches per second available. A tentive sign-on, sign-off show, 4% minutes open-end, called Thought for the Day, will be demonstrated at the NARTB convention in Chicago this week, he said. PETRY SEPARATES S. F. AM, TV Operations SEPARATION of AM and TV operations of the San Francisco office of Edward Petry & Co., station representative firm, was completed last week with appointment of Edward L. Smith as a television sales executive in that office. Mr. Smith, who has been with the KJBS San Francisco sales staff, is a Californian and a former Air Force major. Mr. Petry, head of the representative organization, noted that the San Francisco office now has an allSmith staff, with E. H. Smith concentrating on radio and the new appointee, E. L. Smith, concentrating on TV. Mr. Petry suggested their middle initials might be used to limit the confusion, with "L" standing for "Looking" Smith and "H" for "Hearing" Smith. Strike It Rich, CBS, in November and December, on 38 stations, 44:30 p.m. Mon.-Fri., $149,124. Faultless Starch Co., for its starch, used Faultless Starch Time, NBC, on about 50 stations. 11-11:15 a.m. Sunday, $70,735. General Foods Corp., for its La France, used The Second Mrs. Burton, CBS, May through August, over 68 stations, 2-2:15 p.m., Mon., Wed., Fri., $101,829. S. C. Johnson & Son, for its wax and allied products, sponsored Fibber McGee and Molly on NBC, January through May, over 165 U. S. stations plus CBC, 9:30-10 p.m. Tuesday, $371,322. Beside the wide use of network radio, advertisers in this classification were heavy spot users. Procter & Gamble used an extensive spot campaign in connection with establishing its deter gent, Joy, through its agency, Biow Co., New York. The same firm also used spot radio in advertising Tide. Agency for this account was Benton & Bowles, New York. Biow handled still another campaign for the manufacturer on the product Spic & Span. Lever Used Spot Lever Bros, used spot extensively to promote Silver Dust, Surf and other products through its agency: Sullivan, Stauffer, Colwell & Bales, New York. Their Canadian affiliate used an audience participation show, Let's Start An Argument, on a number of Canadian stations. Agency was J. Walter Thompson, Toronto. Colgate-Palmolive-Peet used a spot announcement campaign for its Octagon granulated soap through its agency, Ted Bates, New York. A daytime spot campaign was used by the same company for its Cashmere Bouquet soap through Sherman & Marquette New York. Other users of spot included: Zippy Products Co. for its liquid starch, wall cleaner and detergent agency W. B. Geissinger & Co. , Los Angeles; Dif Corp., for its household and hand cleaner, agencj Castleman & Pierce Inc., New York ; Manhattan Soap Co. for its products through Duane Jones Inc., New York; O'Cedar Corp. for its new polish, Dri-Glo, agencj Young & Rubicam, New York Canada Packers Ltd.. for its By< soap, agency Grant Adv. of Can ada, Toronto; SOS Magic Scour i ing pads, agency McCann-Erick ! son, San Francisco; Re-Clean Co. Detroit, used transcribed shows it some 70 markets, mostly bough direct. CLASS 24. SOAPS, CLEANSERS & POLISHES LEADING NETWORK ADVERTISERS NETWORK (Gross) 1950 $20,700, 1949 19,334, 1940 11,214, 173 813 456 SPOT (Net) 1950 1949 Network No. of Stations Advertiser, program and agency Product Hours per Week 1950 1949 PROCTER & GAMBLE CO. $12,088,291 511,042,947 "Beulah" Dreft CBS-110/CBC-1V4 1,471,747 1,327,492 Dancer-Fitzgerald-Sample (Jan.-Jun.; Aug -Dec. 1 "Lorenzo Jones" NBC-144-1V4 871,844 50,213 DancerFitzgerald-Sample "The Guiding Light" Duz CBS-1 44-1 1/4 798,107 616,355 Compton Adv. "Truth or Consequences" NBC-143-V2 393,975 714,015 Compton Adv. (Jan.-Jun.) "Brighter Day" Ivory Flakes CBS-1 07-1 1/4 742,231 460,839 Compton Adv. "Rosemary" Ivory Snow, Prell CBS-1 35-1 V4 794,306 555,164 Benton & Bowles "Jack Smith Show" & (Eff. Apr.) "Oxydol Oxydol CBS-1 06/CBC-l 1/4 1,497,122 1,459,588 Show" (Jan.-Jun.; Dancer-Fitzgera Id-Sample "Ma Perkins" Aug. -Dec.) CBS-1 45/CBC-l 1/4 928,014 1,185,338 Dancer-Fitzgerald-Sample "Welcome Travelers" Spic & Span NBC-143-2V2 146,482 942,637 Biow Co. (Jan. Only) "Welcome Travelers" Tide, Lava, Spic & NBC-1 43-2V2 418,871 Biow Co. Span (Feb. -Apr.) "Welcome Travelers" Spic & Span, Crisco, NBC143-21/2 1,164,358 Biow Co. Lava, Tide, Prell (May-Dec.) "Perry Mason" Tide CBS-147-1V4 850,313 725,588 Benton & Bowles "Red Skelton" & (Eff. Aug. Oct.) "Dave Tide CBS-1 52-V2 765,788 230,735 Rose Show" (Jan.-Jun.; Benton S Bowles Aug. -Dec.) "Edward R. Murrow" CBS-30-1V4 232,240 Benton & Bowles (Aug. -Dec. ) "F.B.I, in Peace and War" CBS-1 54-V2 65,904 Biow Co. (Oct.-Nov.) "Life Can Be Beautiful" NBC-153/CBC-1V4 946,989 Benton & Bowles B. T. BABBITT INC. $ 2,306,473 $ 2,224,022 "David Harum" & (Eff. Jan. 9) "Nona Bab-O CBS-1 44-1 1/4 1,352,760 874,781 From Nowhere" Duane Jones Co. 1,349,241 "Lora Lawton" & (Eff. Jan. 9) "David NBC-58-1V4 953,713 Harum" Duane Jones Co. AMERICAN HOME PRODUCTS CORP. $ 1,953,496 768,990 $10,956,125 9,520,000' 1940 S 5,469,20 $ 618,96' $ 185,15 "Romance of Helen Trent" John F. Murray Adv. & Duane Jones Co. "Front Page Farrell" John F. Murray Adv. GOLD SEAL CO. "Arthur Godfrey" Campbell-Minthun LEVER BROTHERS CO. "Amos V Andy" & (Eff. May-Sept.) "Hit the Jackpot" Ruthrauff & Ryan "Arthur Godfrey" Ruthrauff & Ryan "Bob Hope" BBDO CUDAHY PACKING CO. "Nick Carter" Grant Adv. Co. Source: Publishers Information Bureau Aerowax, Kolynos,, Wizard Wick, Kriptin, Others CBS-1 66-1 V4 NBC-1 17-1 1/4 Gold Seal Glass Wax CBS-178-1V4 & Wood Cream (Jan.-Nov.) Rinso CBS-1 73/CBC-V2 (Jan.-Jul.; Oct. -Dec.) CBS-1 71 /CBC-1 1/4 (Nov.-Dec.) NBC-1 53/CBC-V2 (Apr.-Jun.) Old Dutch Cleanser MBS-332-V2 1,114,457 839,039 $ 1,324,854 S 1,166,415 783,104 194,749 188,562 $ 618,116 $ 768,990 $ 1,521,304 1,506,436 $ 859,380 $ 3,048,20 $ 95,74 BROADCASTING • TELECASTING estimct I Page 110 • April 16, 1951 BROADCASTING • Telecasting