Broadcasting Telecasting (Jan-Mar 1952)

MBS Billings (Continued from page 25) tobacco were in third place with $2,240,719. Laundry soaps and household supplies stood fourth in line among types of MBS advertisers during the year, spending together a total of $1,658,071 for MBS time. Religious advertisers, fifth, account for $1,528,693; building materials advertising contributed $1,284,219 to the MBS gross for the year, and 1951 Advertiser Expenditures* Kellogg Co $1,407,900 Johns-Manville Corp. 1,275,723 B. T. Babbitt Inc 1,245,809 P. LorlUard Co 1.245,415 American Federation of Labor 1,208,675 Quaker Oats Co 1,056,596 Miles Labs Inc 677,834 Kraft Foods Co 624,203 American Tobacco Co 562,342 Derby Foods Inc 545,217 Pearson Pharmacal Co 464,444 Williamson Candy Co 463,497 Sterling Drug Inc 462,236 Cudahy Packing Co. 403,860 Lutheran Laymen's League . . 381,355 Ronson Art Metal Works 376,138 Beltone Hearing Aid Co. 372,560 National Biscuit Co 358,945 Radio Bible Class 352,577 V. S. Tobacco Co 307,427 Voice of Prophecy Inc. 307.156 Gillette Safety Razor Co 296,183 VCA Labs. Inc ' 267,937 labor and political business added another $1,208,675. Month-by-month billings breakdown shows October as high revenue month of the year for MBS ($1,759,468), due to the sale of the World's Series broadcasts to Gillette Safety Razor Co. otherwise, MBS billings hit an early year high in March ($1,648,006), declined to a June low of $1,191,691 and climbed to December's $1,671,814. Christian Reformed Church . 256,672 State Farm Mutual Auto Ins. Co 247,016 Personna Blade Co. Inc 232,534 Dawn Bible Students Assn. . . . 230,933 Noxzema Chemical Co 213,016 Blatz Brewing Co 184,935 Pal Blade Co. Inc 163,172 U. S. Army & V. S. Air Force 145,530 Rhodes Pharmacal Co 139,672 Admiral Corp 127,157 Wildroot Co. Inc. 118,835 R. J. Reynolds Tobacco Co... 115,700 General Foods Corp 82,486 Joe Lowe Corp 77,165 Benjamin Moore & Co 69,563 Miller Brewing Co 68,156 Acousticon Div. of Dictograph Products Inc 66,622 American School 57,560 Brewing Corp. of America .... 55,339 Murine Co 52,470 Toni Co 50,000 Orange-Crush Co 48,883 Amurol Products Co. Inc 43,946 why do it the hard iva/! Make your selling job easy in the mid-west in HANNIBALAND* with KHMO, Hannibal, Mo. Currently there are over 35 towns throughout the entire Hannibaland* area in which there are organizations advertising on KHMO (local). They kuotv that KHMO reaches the buying power of the 240,470 radio families who live in this large, 41 county area. You can reach the majority of this rich population too with KHMO. Write, wire or phone KHMO or Pearson ^HANNlBALAND...//^. rich 41 county ^oday for availabilities. area surrounding Hannibal, Mo., Quincy, Illinois and Keokuk, Iowa. KHMO 5000 watts day Representative John E. Pearson Company • Mutual Network Hannibal, Missouri 1000 watts at night Capehart-Farnsworth Corp. . 40,189 Burrus Mill & Elevator Co. . 39,780 Book Assoc. 35,887 Harrison Products Inc 29,444 American Chicle Co 25,268 Motorola Inc 24,571 American Protam Corp 21,061 Pontiac Motor Div. -General Motors Corp 20,232 The Le Blanc Corp 16,383 Mutual Benefit Health & Accident Assn 14,325 Shrine East-West Football Committee 12,285 Airways Corp 10,738 Wm. H. Wise & Co 10,056 Mail Pouch Tobacco Co 9,835 A. O. Smith Corp 8,496 S. C. Johnson & Son 8,402 Wafex Inc. 8,176 Phillips Petroleum Corp 7,583 Shipstad & Johnson 5,723 American Medical Assn 5,608 Curtis Circulation Co. 4,097 American Bird Products Inc. 3,922 Kiplinger Washington Agency Inc 2,306 *December billings estimated 1951 Agency Expenditures* J. Walter Thompson Co Wm. H. Weintraub & Co. Lennen & Mitchell Furman, Feiner Co Sherman-Marquette Leo Burnett Co Needham, Louis & Brorby Batten, Barton, Durstine & Osborn Harry B. Cohen Adv Geoffrey Wade Adv Grant Adv Kenyon & Eckhardt Aubrey, Moore & Wallace . . . Dancer-Fitzgerald-Sample . . . Olian Adv. Co Gotham Adv. Co Grey Adv. Agency McCann-Erickson Stanley G. Boynton Co Kudner Agency Western Adv. Agency Maxon Inc. Glenn-Jordan-Stoetzel Sullivan. Stauffer, Colwell & Bayles J. D. Tarcher Co Wm. Gleeson & Co O'Neil, Larson & McMahon . Al Paul Lefton Co Benton & Bowles Erwin, Wasey & Co. Wm. Esty & Co. Blaine-Thompson Co St. Georges & Keyes Mathisson & Assoc. Atherton Adv. Agency Foote, Cone & Belding Fitzmorris & Miller J. M. Mathes Inc Tracy-Locke Co Huber Hoge & Sons Sidney Garfield & Assoc. Duane Jones Inc. Ruthrauff & Ryan Dowd, Redfield & Johnstone MacManus, John & Adams Majestic Adv. Agency BozeU & Jacobs Direct Thwing & Altman Charles W. Hoyt Co Dorland Inc. Henri, Hurst & McDonald Grady & Wagner Co Lambert & Feasley Walter McCreery Inc Campaigns Inc Weston-Barnett Inc McCreery, Quick & McElroy Albert Frank-Guenther Law Harold Kaye Adv ♦December Billings Estimated $1,899,926 1,430,744 . 1,245,415 1,208,675 . 1,056,596 895,651 800,635 737,744 704,077 677,834 549,390 512,249 463,497 462,236 430,120 381,355 376,138 358,945 352,577 307,427 307,156 296,183 256,672 238,284 232,534 230,933 183,618 163,172 137,825 127,157 115,700 77,165 69,563 68,156 63,316 50,000 48,883 40,189 39,780 35,887 29,444 28,304 24,571 21,061 20,232 16,383 14,325 12,285 10,056 9,835 8.536 8,496 8,176 7,583 5,723 5,608 3,922 3,306 2,306 2,202 Expenditures by Industry 1951* Food & Food Products $4,115,127 Drugs & Toilet Goods 3,257,343 Cigars, Cigarettes & Tobacco 2,240,719 Laundry & Household Supplies 1,658,071 Religious 1,528,693 Building Materials 1,284,219 Labor & Politics 1,208,675 Confectionery & Soft Drinks 614,813 Medical Appliances & Equipment 439,182 Smoking Accessories 376,138 Beer, Wine & Liquor 308,430 Insurance 261,341 Radios, TV sets, etc 191,917 U. S. Government Advertising 145,530 Miscellaneous 95,836 Paints 69,563 Publishing & Media 52,346 Automotive 20,232 Lubricants, Petroleum & Fuel 7,583 TOTAL $17,875,758 ♦December billings estimated CAPPER WILL Management to Continue MANAGEMENT OF Capper Publications Inc., including WIBW Topeka and KCKN Kansas City, Kan., will continue under the same group of business associates and executives who have operated the properties for the past three decades, under terms of the will of former Sen. Arthur Capper, probated in Topeka Dec. 27. Ben Ludy is general manager of the station properties. A major bequest of Capper Publications stock, amounting to 13,500 of the 100,000 shares of $10 par value, was made to top ranking employes of the newspaper and farm paper organization. Under the will, additional shares may be sold to those employes still active in the company. In addition to the stations, properties involved include two daily newspapers and eight arm and household publications [B«T, Dec. 24, 1951]. Value of the business properties owned by Sen. Capper was placed at $1,200,000 but no evaluation was placed upon the publishing business or the two stations. It was estimated, however, that the value would exceed outstanding indebtedness of $1,500,000. Harry S. Blake, vice president and general manager of Capper Publications, is sole executor. The will was drawn in 1941 and a number of beneficiaries have died or retired since then. Their stock bequests revert to the corporation. D. M. FREDERICK Dies From Heart Attack DAVID M. FREDERICK, 43, business manager of Harper's magazine, and former director of sales promotion and advertising for CBS, died Wednesday in his home at Noroton, Conn., after suffering a heart attack. A native New Yorker, Mr. Frederick started his career in advertising at two agencies in Boston, leaving them to become a freelance writer and reporter for The Boston Herald, The Boston Traveler, and the Associated Press there. Returning to New York, he became president and publisher of Tide magazine and served, during the war, with the Office of War Information in Washington. Mr. Frederick joined CBS in August 1946 as director of sales promotion and advertising, remaining with the network until November 1947. He was further associated with broadcasting when he served as vice president in charge of sales and promotion for Crossley Inc., New York market and opinion research organization, from January 1948 until January 1949. He resigned his position there to join Harper's. He is survived by his widow, the former Barbara Allan Bement, two daughters and a son, his parents and three sisters. Page 34 • January 7, 1952 BROADCASTING • Telecasting