Broadcasting Telecasting (Oct-Dec 1953)

ADVERTISERS & AGENCIES CONTRACTING 25th consecutive year's contract for the weekly Standard Hour on NBC Western Network are (I to r): seated, Stewart Brown, manager of public relations. Standard Oil Co. of California; John K. West, NBC Western Division vice president; standing, Walter G. Tolleson, account supervisor, network sales; Don Jones, assistant program manager. Standard Oil Co.; Adrian Michaelis, sponsor's program manager, and Jay Smith, assistant manager of public relations for the oil concern. Cards-Cubs Coverage Plans Undergo Study and Review KMOX St. Louis reportedly is set to carry the complete 154-game slate and spring training schedule of the St. Louis Cardinals. AnheuserBusch Inc. (also owner of the Cards) would pick up the tab for a regional network. Agency involved is DArcy Adv. Co. Extent of the network, however, was held in abeyance because of other circumstances, chiefly the effect of the Supreme Court decision that baseball is a sport and not subject to antitrust laws and possible action on Capitol Hill. These topics probably will be discussed at a National League baseball meeting next month. Current plan is to extend coverage beyond the 90-station setup of last year. Harry Carey again will handle play-by-play. This past year WIL carried the Cards' games under sponsorship of Griesedieck Bros. (beer). Purchase of the Cards by the Budweiser firm foreshadowed an inevitable change in sponsors. Griesedieck has shifted agencies, from Ruthrauff & Ryan to Krupnick Assoc., effective Jan. 1. The Midwest Baseball Network, which carried Chicago Cubs games this year under Liggett & Myers (Chesterfield cigarettes) sponsorship, also hangs in the balance. WIND Chicago, originating outlet for the network, may announce plans in the next fortnight. It was reported Liggett & Myers, handled by Lennen & Newell, New York, may share the 1954 tab with another advertiser. Coca-Cola Co., through its bottlers or dealers, reportedly may be interested. DArcy also handles the Coca-Cola account. NEW BUSINESS Swift & Co. (Pard dog food), Chicago, signs to sponsor NBC-TV's Kukla, Fran & Ollie weekly for 52 weeks, starting Dec. 20. With sponsorship, program will move into Sun. 3:30-4 p.m. EST period now occupied by Ford Foundation Excursion program, which will switch to Kukla, Fran & Ollie' s current Sun. 4-4:30 p.m. EST slot. Agency for Swift: J. Walter Thompson Co., Chicago. Miller Brewing Co., Milwaukee, will sponsor Robert E. Sherwood's first teleplay, "The Backbone of America," over 151 stations of NBC-TV on Dec. 29, 8-9 p.m. EST. Production will originate from Burbank, Calif., with Adrian Samish as producer. Agency: Mathisson & Assoc., Milwaukee. General Motors Corp., Detroit (Cadillac cars and GMC trucks), which sponsors the NCAA football tv schedule on NBC-TV, will sponsor coverage of Army-Navy football game from Phila. on Nov. 28 on NBC Radio as well as NBC-TV, with coverage starting on tv at 1:15 p.m. EST, and on radio at 1:25 p.m. EST. Agency : Kudner Agency, N. Y. Johnston & Johnston, L. A. (Koracin pain relieving tablets), started Bob G aired News on 65 ABC Radio Western and Mountain stations, Mon., Wed., Fri., 7:30-7:40 a.m. PST, for 52 weeks from Nov. 16. Agency: Frank J. Miller Adv., that city. Griesedieck Bros. Brewery Co., St. Louis (Griesedieck Beer), starts Mon.-Fri. quarterhour programs starring western entertainer Tennessee Ernie on 26 midwest stations for 13 weeks from Nov. 2. Programs will be recorded in Hollywood and shipped to stations. Agency: Ruthrauff & Ryan Inc., Chicago. (B»T Nov. 9 reported 64 stations would be used.) Campana Sales Co. (cosmetics and toiletries), Batavia, 111., to sponsor Mon. broadcasts in new thrice-weekly Julius La Rosa Show on CBS Radio (Mon.-Wed.-Fri., 7:35-45 p.m. EST), effective Jan. 18. Agency: Wallace-Ferry-Hanly, Chicago. Puritan Co. of America, Chicago (ReaLemon juice), will sponsor one-half of Tuesday and Thursday segments of John Daly and the News (ABC-TV, Mon.-Fri., 7:15-7:30 p.m. EST), starting Dec. 1. Agency: Schwimmer & Scott, Chicago. Whitehall Pharmacal Co. (Bisodol and Anacin) sponsors half program across-theboard. Allis-Chalmers Mfg. Co., Milwaukee, will sponsor for sixth consecutive year high points of International Livestock Exhibition in Chicago over NBC-TV on Dec. 1, 3-4 p.m. EST. Agency: Bert S. Gittens Adv., Milwaukee. Socony-Vacuum Exploration Co., Calgary, Alta., has started NBC Orchestra weekly on 20 Trans-Canada network stations for 22 weeks, Sun. 8-9 p.m. Agency is Cockfield, Brown & Co. Ltd., Toronto. RENEWALS Revere Copper & Brass, N. Y., has renewed alternate-week sponsorship of Meet the Press (NBC-TV, Sun., 6-6:30 p.m. EST) for 13 programs in 25 weeks, effective Jan. 10, 1954. Agency: St. George & Keyes, N. Y. Snow Crop Marketers, Division of Clinton Foods Inc., N. Y., has renewed sponsorship of its share of 10:15-10:30 a.m. EST, portion of Arthur Godfrey Time (CBS Radio, Mon.-Fri., 10-11:30 a.m. EST; CBS-TV, Mon.-Thurs., 1011:30 a.m. EST). Snow Crop sponsors 15minute period on alternating schedule of Tues. and Thurs. one week on tv and radio; Mon. and Wed. following week on tv and radio, and Fri. on radio exclusively. Agency: Maxon Inc., N. Y. AGENCY APPOINTMENTS Norwich Pharmacal Co., Norwich Conn., appoints Benton & Bowles, N. Y., to handle its NP-27, athlete's foot remedy. Media plans will be announced after first of the year. All consumer advertising for company is now handled by B & B. Cone Mills Inc., N. Y. (textiles, cottons, corduroys, cotton flannels, denims), names Dowd, Redfield & Johnstone, N. Y., as its advertising agency, effective Jan. 1. Spatini Co. (dry spaghetti sauce) appoints Gresh & Kramer, Phila., to conduct fall promotion campaign. Tv spots will be used in selected eastern areas. Su-San Sportswear and Pola Enterprises (industrial sewing machine attachments) name Leonard Oxenberg Adv., Phila. Conard-Pyle Co. (growers of "Star Roses") and Heli-Coil Corp. (stainless steel screw thread inserts) appoint Aitkin-Kynett Co., Phila. National Vulcanized Fibre Co. (vulcanized fibre and laminated plastics) names Harris D. McKinney Inc., Phila., to handle advertising. Bronz Bakeries, L. A. (frozen Danish pastry) appoints Beckman, Hamilton & Associates, same city. Emil Reisman is account executive. Vagim Packing Co. (Plump & Meaty raisins, dried fruits) and Jeffers Mfg. Co. (Jeff's Original fishing lures) appoint Russell W. Lake Adv. Agency, Fresno, Calif. Mountain States Telephone & Telegraph Co., Denver, names Arthur G. Rippey & Co., same city. Radio and tv will be used. Account executives are Clair Henderson and James S. Holme. Mission Appliance Corp., L. A. (water and space heaters), appoints Factor-Breyer Inc., that city. Radio-tv campaign is planned for firm's new Pyro-Glass lined water heater. Page 34 • November 23, 1953 Broadcasting • Telecasting