Broadcasting Telecasting (Apr - June 1951)

about 160 stations, NBC, 6:45-7 fa., Mon.-Fri., $1,402,059. Murine Co. sponsored Gabriel pater for Murine Eye Wash, BS, about 495 stations, 7:30-8 -n., Friday, Sept. through Nov., 137,139. Norwich Pharmacal Co. spon:)red The Fat Man for Peptosmol, Unguentine, on about 225 BC stations, 8-8:30 p.m. Friday, n. through Aug., $499,320. Benning in Aug. the firm switched Modern Romances, ABC, 11:30 a.m., Tues. and Thurs., $346,4. Total billings were $846,247. Noxzema Chemical Co. sponsored =»briel Heatter, MBS, on about stations 7:30-7:45 p.m. Monday, 71,516. Pal Blades on MBS > Pal Blade Co. sponsored Rod and un Club of the Air for its razor ades, MBS, Sept. through Nov. [I about 135 stations, 8:30-8 :5fi m., Thursday, $40,560. R. B. Semler Inc., for Kreml and reml Kreme hair tonic and shamo, sponsored Gabriel Heatter on •out 228 stations, MBS, Jan. rough June, 7:30-7:45 p.m., ednesday, $197,704. Shulton Inc. sponsored High Adpiture for Old Spice men's after I ave lotion, brushless and lather ■ aving cream and Shulton sham).o, NBC, 4:30-5 p.m., Sunday, m. through June, $68,310. Wm. R. Warner & Co. sponsored alter Winchell, ABC, for home CI ass Trave. CLASS 27. TRANSPORTATION, TRAVEL & RESORTS NETWORK (Gross) LEADING NETWORK ADVERTISERS Advertiser, program and agency Product ASSOCIATION OF AMERICAN RAILROADS "The Railroad Hour" Institutional Benton & Bowles GREYHOUND CORP. "Romance of the Highways" Bus Transportation Beaumont & Hohman Source: Publishers Information Bureau 1950 1949 1940 Network No. of Stations Hours per Week NBC170-V2 ABC-1 1-V4 (Jan. -Apr.) $870,332 1,075,169 341,401 SPOT (Net) 1950 $ 863,804 1950 $1,682,595* 1949 1,680,000* 1949 $ 990,961 1940 6,528 S 21,160 S 168,028 BROADCASTING O TELECASTING estimate permanent and shampoo on about 275 stations, 4:15-5 p.m. Mon.-Fri., $628,624. Wildroot Co. sponsored Arthur Godfrey for Liquid Cream Shampoo and all other products on about 175 stations, CBS, 10:15-10:30 a.m., Sunday, $738,749. Same firm sponsored Adventures of Sam Spade for Wildroot Cream Oil hair tonic and other products on 166 stations, NBC, 8-8:30 p.m. Sunday, Jan. through Sept., $619,355. Beginning in Sept. for the same products Wildroot switched to Charlie Wild, Private Detective, NBC, 5:30-6 p.m., $108,723. Among the major users of spot are: American Safety Razor Co. for its Silver Star Blades, Blue Star Blades and Treet, agency Ruthrauff & Ryan; Joan Nyola Inc., for its Nailfilm nail coloring, agency Dorrance-W addell, New York; J. W. Williams Co., in Canada, spot announcement campaign for its shave cream, agency J. Walter Thompson, Montreal. Parx Products successfully tested radio for its vinyl plastic finger-nail cover and is expanding to major markets. Agency is Henry J. Kaufman & Assoc., Washington. Personal Products advertised its Yes tissues with radio campaign in many markets. Agency is Compton Adv., New York. Lee Pharmacal bought radio for its Shadow Wave through McCann-Erickson, New York. TRANS WORLD AIRLINES became the first major company in its field to sponsor a coast-to-coast network radio show when broadcast of Mr. and Mrs. Blandings, with Cary Grant and his wife, Betsy Drake, began Jan. 21, 1951, over NBC. The show, budgeted at $500,000, is scheduled each Sunday at 5:30 p.m. Agency is BBDO, New York. TWA decision to sponsor a network program was a continuation of interest in radio advertising which has characterized this company and been evident among other airlines for years. Until this year many have used spot radio. Network users in the Transpor(Continued on page 116) t vvvwwvvww/vvvvvvvawvv^ (^VJslitV cra^tsmen us^nS R-eeves Soundcraft products know 7 they are the best, we can give them nothing less. The leader cannot compromise on quality. In Development Reeves Soundcraft has pioneered in the development of many new devices and methods applicable in the sound recording field. Our laboratories are years ahead of our production facilities — and always will be so long as we choose to lead. In Pricing Reeves Soundcraft recognises it cannot command a premium in price for its products merely because it is an acknowledged leader. We endeavor to produce custom-type products at mass production prices. REEVES— TWENTY YEARS OF LEADERSHIP IN SOUND ELECTRONICS | A/VVVV/WVVV\AArVVAV^ Filter tubes • Recording tape and discs • Styli • Electronic accessories ROADCASTING • Telecasting April 16, 1951 • Page 115