Broadcasting Telecasting (Apr - June 1951)

Transportation (Continued from page 115) ] tation, Travel and Resorts classii fication in 1950 included the Assn. i of American Railroads, which spent i $834,804 for The Railroad Hour over 170 stations ' on NBC and 1 Greyhound Corp., which used Ro ■ ; mance of the Highways over 11 : ABC stations from January to i April at a cost of $6,528. Use of spot radio showed a marked increase during 1950 among airlines. TWA continued to use spots throughout the year at about the same Tate as in 1949 when it spent approximately $250,000 on radio and television. The airline used over 30 stations in 17 major markets from coast to coast. Other airlines using spot included: Capital Airlines, Washington, D. C, agency Lewis Edwin Ryan, Washington; Northeast Airlines, Boston, agency Dowd, Redfield & Johnstone Inc., New York and Washington; All American Airways Inc., agency Buchanan & Co., New York; Eastern Air Lines, New York, agency Fletcher D. j Richards Inc., New York; National Airlines, Miami, agency Grant Adv., Miami; Nationwide Airlines, Detroit, agency Mullane Adv., Detroit; Pan American-Grace Airways, New York, agency J. Walter Thompson, New York; Southwest Airways, San Francisco, placed direct; Trans-Canada Air Lines, Quebec, agency Cockfield Brown & Co., Montreal; Transcontinental i and Western Air, Kansas City, agency BBDO, New York; United Airlines, Chicago, agency N. W. j Ayer & Son, Chicago; Western Air Lines, Los Angeles, agency Buchanan & Co., Beverly Hills. Railroads Using Spot Railroads using spot included: Wabash Railroad, St. Louis, agency Gardner Adv., St. Louis; Union Pacific, Omaha, agency Caples Co., Omaha; Southern Pacific, San Francisco, agency Foote, Cone & Belding, San Francisco; St. LouisSan Francisco Railway Co., St. Louis, agency Gardner Adv. Co., St. Louis; Pennsylvania Railroad, Philadelphia, agency Al Paul Lefton, Philadelphia; Norfolk & Western, Roanoke, agency Houck & Co., Roanoke; New York Central, New York, agency Foote, Cone & Belding, New York; Missouri-KansasTexas Lines, St. Louis, agency Winius-Brandon Co., St. Louis; Louisville & Nashville Railroad, Louisville, agency Griswold-Eshleman Co., Cleveland; Denver & Rio Grande Western Railroad, Denver, agency Axelson Adv., Denver; Chicago & Northwestern Railway, Chicago, agency Caples Co., Chicago; Chesapeake & Ohio Railway, Cleveland, agency Robert Conahay & Assoc., New York. Travel agencies in nearly every major market used some radio spot in the vacation season. American Railway Express used radio to promote its travelers cheques and Page 116 • April 16, 1951 CI ass Miscellaneous CLASS 28. MISCELLANEOUS LEADING NETWORK ADVERTISERS Advertiser, program and agency Product AMERICAN FEDERATION OF LABOR "Frank Edwards, News" Institutional Furman, Feiner & Co. LUTHERAN CHURCH-MISSOURI SYNOD "The Lutheran Hour" Institutional Gotham Adv. "The Lutheran Hour" Religious Talks Gotham Adv. GOSPEL BROADCASTING ASSN. "Old Fashioned Revival Hour" Institutional R. H. Alber Co. GENERAL CONFERENCE OF SEVENTH DAY ADVENTISTS "The Voice of Prophecy" Institutional Western Adv. Agency "The Voice of Prophecy" Religious Talk* Western Adv. Agency RADIO BIBLE CLASS "Radio Bible Class" Religious Talks Stanley G. Boynton Co. CHRISTIAN REFORMED CHURCH "Back to God Hour" Religion Source: Publishers Information Bureau NETWORK 1950 $5,293,156 (Gross) 1949 1940 Network No. of Stations Hours per week MBS-181-1V4 ABC-173-1/2 MBS-390-1/2 ABC-250-1 ABC-1 09-1/2 MBS-319-V2 MBS-3O6-V2 MBS-297-1/2 3,245,962 3,014,779 SPOT 1950 $6,009,267 (Net) 1949 7,168,000 194C 1950 1949 $1,346,774 $880,020 $534,074 439,922 105,692 440,098 428,382 $800,084 $344,384 $564,631 $424,454 250,826 125,389 313,805 299,065 $343,343 $322,441 $260,136 $255,197 $402,2: * BROADCASTING • TELECASTING estima ADVERTISERS who are not included in the other 27 categories are lumped in the miscellaneous section, including religious organizations, pet foods, labor unions and other organizations. Besides the six principal accounts shown in the table, the miscellaneous department included these 1950 network advertisers: American Bird Products (bird food), American Radio Warblers, on MBS Jan.-April, Oct.-Dec. ($25,416); American Federation of Labor's League for Political Education, travel services through its agencies, Benton & Bowles and KellyNason in New York. Several steamship lines used spring and summer spots. Resorts using radio included: City of Atlantic City, agency A. A. Dorland, Atlantic City; Colorado State Adv. & Publicity Committee, Denver, agency Galen E. Broyles Co., Denver; Dept. of Commerce, Pennsylvania, Harrisburg, agency Gray & Rogers, Philadelphia; Dept. of Trade & Commerce, Ottawa, Canada, agency Walsh Adv., Toronto; Florida State Adv. Commission, Tallahassee, agency August Dorr, Miami; Hawaii Visitors Bureau, Honolulu, agency Hoist & Cummings, Honolulu; Louisiana Dept. of Commerce & Industry, Baton Rouge, agency Bauerlein, New Orleans; Massachusetts Development & Industrial Commission, Boston, agency Bernard F. Ostreicher Adv., Boston; Minnesota Div. of Publicity, Dept. of Business Research & Development, St. Paul, agency David Inc., St. Paul; Michigan Tourist Council, Lansing, agency Beaumont & Hohman, Detroit; New York State Dept. of Commerce, Albany, agency BBDO, New York. Many individual hotels also used spot regionally. November rally urging voters to go to the polls, on MBS, $6,680; American Medical Assn. speech and inaugural ceremonies ($15,576) ; Animal Foundation, Sherbourne, N. Y., Allan Jackson and Bill Shadel news programs, on CBS, Jan.-March and Sept.-Dec. as well as Confidential Closeups on NBC Jan.-June (total of $90,984) ; Carnation Go. (Albers Bros. Milling Co., Friskies dog food), Elmer Peterson on NBC, Jan.-Dec. ($78,936); Congress of Industrial Organization, speeches on ABC ($20,846); Dawn Bible Students Assn., Frank & Ernest on ABC ($183,460), on MBS $57,388; First Church of Christ, Scientist, Boston, on MBS ($48,912). General Foods General Foods (Gaines dog food), Juvenile Jury on MBS, except summer, ($216,427); Dr. Billy Graham, on ABC in December, ($63,130); Institute of Religious Science, This Thing Called Life on ABC ($26,912); John Morrell & Co., Lassie on NBC Jan.-May ($116,067); National Council of the Protestant Episcopal Church, One World in Christ, on MBS in March ($2,053); Shriners EastWest Football Committee, annual December game on MBS ($31,863) ; Southern Baptist Convention, The Baptist Hour on ABC, Jan.-June ($98,816); United Electrical, Radio & Machine Workers of America, Arthur Gaeth on ABC, Jan. ($13,990). American Medical Assn. conducted an intensive two-week spot drive in October on the theme, "The voluntary way is the American way." This was in addition to the speech-inaugural network programs. AMA used around 1,600 stations in its spot series as state medical societies recommended wide employment of the broadcast medium. The analysis of miscellaneous advertising finds religious organ: zations increasing their use of th broadcast medium though the j were at the same time starting t | use television time. Time placements by politics 1 candidates on a spot and regions basis were heavy during the Cor gressional campaign year. Heat 0 the campaigns induced many Iocs party organizations to use radio a a means of acquainting voters wit i the issues involved and person alities of the candidates themselves ( AD COUNCIL May Campaigns Announce TENTATIVE radio and TV alio cations of public interest cam paigns for emphasis during Ma; were released by the Radio Div. 0 The Advertising Council last weel in New York. For the week of April 30, on net work radio, Better Schools am Civil Defense; regional spot, Pre vention Forest Fires; and on net work co-operatives. Student Nurs> Recruiting. For the week of May 7, on net work radio, Student Nurse Recruit ing and Fight Inflation; regiona spot, U. S. Defense Bonds; networl co-ops, Better Schools. For thi week of May 14, on television Armed Forces Volunteers; net work radio, Armed Forces Volun teers and Defense Bonds; on re gional spot, Armed Forces Volun teers ; network co-ops, Home Safetj and American Economic System. For the week of May 21; net work radio, Home Safety anc American Economic System; re gional spot, Civil Defense; net work co-ops, Fight Inflation. F01 the week of May 28; on network radio, "Prevent Forest Fires" anc "Fight Inflation"; on regiona! spot, Home Safety; and on network co-ops, Civil Defense. BROADCASTING • Telecasting