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Toiletries
(Continued from page 112)
should be of great value to the manufacturers of cosmetics since it permits definite demonstration of the product in use to a steadily increasing audience."
Network advertisers, in addition to the first six listed in the table, included: Armour & Co. (Dial soap) Stars over Hollywood, CBS, 1-1:30 p.m. Saturday, 181 stations, April through Sept.; from Sept. through Dec. Armour sponsored Dave Garaway for Dial soap on NBC, 12:15-12:30 p.m. Mon-Pri., $438,631.
Beltone Hearing Aid Co. (hearing aids) sponsored Gabriel Heater, MBS, 7:30-7:45 p.m. Wednesday, Sept. through Dec, $86,932.
Block Drug Co. Inc. (Amm-i-dent toothpaste) sponsored Burns and Allen, CBS, 179 stations, 10-10:30 p.m. Wednesday, $359,265. From Sept. through Dec. Block sponsored Quick as a Flash, ABC, 159 stations, 11:30 a.m.-12:30 p.m., Tues. and Thurs., $182,000.
Bymart Inc. (Tintair) bought the Frank Sinatra show, CBS, 5-5:15 p.m. Sunday, $61,708.
Campana Corp. sponsored Solitair Time for all products, NBC, 11:45-12 noon Sunday on 20 stations from March through Dec. at
Class 26. Toiletries & Toilet Goods
LEADING NETWORK ADVERTISERS (Continued)
(Continued from page 112)
Advertiser, program and agency BBDO
"My Friend Irma" Foote, Cone & Belding
"Junior Miss"
J. Walter Thompson Co.
BRISTOL-MYERS CO.
"Mr. District Attorney"
Young & Rubicam Inc.
"Break the Bank"
Doherty, Clifford & Shenfield
"Break the Bank"
Doherty, Clifford & Shenfield
WILDROOT CO. INC.
"Arthur Godfrey"
BBDO
"Adventures of Sam Spade" BBDO
"Charlie Wild, Private Detective" BBDO
Source: Publishers Information Bureau t Includes Drugs
Product
Pepsodent Tooth-Powder & Toothpaste
Rayve Home Permanent
Ipana, Sal Hepatica, Vitalis
Ipana, Trushay,
Sal Hepatica
Vitalis, Trushay, Mum
Liquid Cream Shampoo, All Products Wildroot Cream Oil Hair Tonic, Liquid Cream Shampoo
Wildroot Cream Oil Hair Tonic
Network
No. of Stations
Hours per Week
1950
1949
(Jan. -Mar.)
tbb1 /O/ LBC-'/^
(Jan.-Jun.; Aug.-Dec.) CBS-1 73-1/2
696,627 461,182
665,482 268,297
NBC-1 67-V2
$ 1,620,110 761,379
$2,023,458 707,982
WDt 1 CO 1 '/2
(Sept.-Dec.) NBC-1 66-V2 (Jan.-Sept.)
348,317 510,414
607,494
CBS-1 77-1 1/4
$ 1,466,827 738,749
NBC-1 66-V2 (Jan.-Sept.)
619,355
NBC-1 66-V2 (Sept.-Dec.)
108,723
1940
$1,077,17
BROADCASTING • TELECASTING estimal
a gross cost of $89,408. Firm also sponsored the same show at the same time for Solitair Makeup during Jan. and Feb. at a cost of $18,288.
Carter Products sponsored Sing it Again for Arrid and Rise Shave Cream, CBS, 10:30-10:45 p.m. Saturday, $491,110; the Jimmie Fidler Show for Carter's Little Liver Pills and Arrid, Jan. through May, ABC, 10-10:45 p.m. Sunday, $134,484. Gross total spent by Carter for network shows was $625,594.
Chamberlain Labs, for Chamberlain lotion, sponsored John B. Ken
nedy and the News, MBS, 7:55-8 p.m. Saturday on 485 stations and the same show Sept. through Dec. on 496 stations. Total $126,764.
Chesebrough Mfg. Co. sponsored Dr. Ch?-istia?i for its Vaseline products, CBS, 8:30-9 p.m., Wednesday, 157 stations, $887,994.
Grove Labs sponsored The Shadow for Fitch hair tonic and shampoo and 4-Way Cold Tablets, MBS, about 450 stations, 5-5:30 p.m. Sunday, $443,700.
Andrew Jergens Co. sponsored The J ergens-W oodbury Journal for Jergens lotion, toilet soaps, per
fumes etc., ABC, about 275 sta tions, 9 :15-9 :30 p.m. Sunday, 108.
Los Angeles Soap Co. sponsore*: Elmer Peterson for its soap prod f ucts Jan. through Sept., NBC, if stations, 5:45-6 p.m., Saturdaj $18,770.
Manhattan Soap Co. sponsore Frank Goss and the News fo Sweetheart Soap, March throug', Dec. on CBS, 15 stations, 7:30-7:4, a.m., Tues., Thurs. and Sat., $60. 759. Firm also sponsored We Lov and Learn for the same produc
^vvwivvvwvvvy^^--^^
it
essons
In Leadership
For twenty years, the Reeves Soundcraft name has been synonymous with leadership in sound recording media. Such
leadership, while it carries great prestige and satisfaction, also imposes obligations and responsibilities.
The lessons in leadership we have learned are these:
REEVES
CORP.
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Page 114 • April 16, 1951
BROADCASTING • Telecastin