Broadcasting Telecasting (Apr-Jun 1954)

ADVERTISERS & AGENCIES the day's sessions, CBS-TV sent a 15-minute color program by closed circuit from New York to the convention, where it was received on 10 color sets. "The five sins of reputable advertising" were discussed Monday by Charles L. Whittier, board chairman, Simons, Payson Co. Inc., Portland, Mi. He cited the adverse consequences to advertising that can be caused by "unsupported claims, meaningless phrases, gross exaggeration, superlative expressions and unbelievable statements." Of the criticisms against tv commercials, Mr. Whittier had this to say: "If an appreciable percentage of the public finds television commercials annoying, distasteful, irritating or hateful, the fault is ours. And the responsibility is ours to make all television commercials so enjoyable that viewers will welcome them." The possible consequences of improper tv advertising also were cited by Mr. Whittier: "Never forget this. If public disfavor should ever grow to such proportions that television commercials were indicated as a public disservice, public opinion could force them off the screens of America. If that happened, the alternative might be government subsidy of television — and the free enterprise system would have received a grievous wound — perhaps a mortal one." Retail Ad Trends Six trends in today's retail advertising were discussed by Dr. George Hansen, president of Chandler & Co., Boston, and immediate past president of the National Retail Dry Goods Assn. He said that these trends cannot be separated from those in retail merchandising, which involve consumers' living habits. The trends he listed were: ( 1 ) "The increasing growth in the number of our customers." ( 2 ) "The increasing growth of our leisure market." (3) "The new travel market." (4) "The do-it-yourself field." (5) "The trend of customers to shop faster." (6) "The bootlegger." In citing the first trend, Dr. Hansen appealed to the manufacturers and retailers to take advantage of the market created by the increased number of children. In the second, third and fourth he pointed to the sales potential of changing consumer habits, creating markets for musical instruments, cameras, sporting goods, luggage, hardware, tools, paint, wallpaper, etc. Dr. Hansen in the fifth trend, said that people don't want to wait and are influenced by "impulse sales." The sixth trend discussed the threat of discount houses to merchandising and advertising. Benson Ford, vice president of Ford Motor Co. and general manager of the Lincoln-Mercury Division, in speaking to AFA delegates, warned that the "freedom to compete" must not be stifled. Mr. Ford's platform for the American businessman to avoid a "boom-and-bust" cycle includes vigorous competition, sound planning and "enlightened optimism." Profit incentive and competition are necessary if American business is to have dynamic growth, Mr. Ford said. "We have good, solid reasons for optimism." Mr. Ford said, "including national employment of 60 million people, a record volume of private savings, a low private debt, an increased desire for more goods and services and an expanding population." AFA will hold its 1955 convention at Chicago's Palmer House May 5-8. RUTH MENSCH of the Comer & Pollard Advertising Agency, Kansas City, is on her way up Baldy Mt. after winning a vacation trip for two at Sun Valley in a slogan contest of KMTV (TV) Omaha. SPECIAL EDITION STUNT HITS RADIO-TELEVISION Newspaper representative is distributing a promotional gimmick to its clients tearing down the broadcast media. A NEWSPAPER promotional effort purporting to show the advantages of newspaper advertising over that on radio and television has been used by two newspapers and probably will be used by at least three more, according to the creator of the advertising idea. The promotion idea, which involves 12-14 run-of-paper newspaper pages, has been used by the Atlanta Journal and the Evansville (Ind. ) Courier, according to E. R. Holliday, manager of the Atlanta office of lann & Kelley, newspaper representatives. The firm will make the idea available to its 27 newspaper clients. The ad idea begins with a blank page. On the next page in the sequence the statement is made that "you don't draw blanks in your newspaper, a 24-hour program in one package, delivered to your home. . . . "But," continues the ad on the third page, "when you miss a radio or tv program, you draw a blank! It's gone! . . . and so is the advertising message! . . ." Subsequent pages quote Edward R. Murrow as saying on his March 5 This Is the News broadcast that 85% to 90% of the adult population read newspapers; that 80% -85% listen to radio for one hour daily; that studies don't bear out as a permanent trend that reading has dropped with arrival of tv, and that where tv is new, "reading of books goes off for a while then it rises again to its former level"; that 9 out of 10 housewives say they read the newspaper "for the ads," but that 10 to 1 they won't say they turn on their radio or tv "for the ads." The ad continues that the housewife "has been trained to do her shopping from the columns of her daily newspaper" and "this habit has not changed." The promotion scheme involving 12-14 news paper pages was used June 8 by the Atlani" Journal, with "several thousand" extra copk ' of the newspaper incorporating the ad prime after the day's press run, for use in mailing presentations to advertisers and agencies. Th same promotion was used in the Evansvili Courier's June 22 issue, with some 2,500 afte press-run copies circulated to advertisers. Regi lar subscription and newsstand copies did nc carry the ad, Mr. Holliday said. Mr. Holliday said publishers of the Davei port (Iowa) Democrat and Times and the Cha lotte (N. C.) Observer, plus one other unname newspaper, have indicated their intention using the promotion idea. He said other new papers have shown interest in running the promotion. Mr. Holliday said that "during the newsprii shortage" of World War II he had show George C. Biggers Jr., publisher of the Atlani Journal and Constitution, how the publishf could save $3 million in advertising space in 10-year period by dropping free radio lc listings. Mr. Biggers is the publisher who told tb South Carolina Press Assn. last winter th; radio and tv logs are "helpful" in increasin newspaper circulation [B»T, Feb. 15]. BLOCK DRUG SHIFTS ACCOUNTS TO COHEK BLOCK DRUG Co., Jersey City, N. J., whos advertising has been handled by Cecil & Pre: brey, New York, for the past six years, he named Harry B. Cohen Adv.. New York, t handle its advertising, effective Aug. 1, amoun ing to approximately $2 million dollars for th' following products: Amm-I-Dent tooth past' and tooth powder, Pycope tooth brushes, Gree Mint mouth wash and a new product now bein developed. Cecil & Presbrey will continue to handle ar proximately $1 million dollars worth of billin for Block Drug with Polident, Poli-Grip an a new product. Block Drug has been a veteran network tglf vision advertiser with its sponsorship of Dange on CBS-TV. In addition the firm uses a heav radio and television spot schedule. Block has had an option with both NBC-TV and CBS-TV for a half-hour alternate-wee' television show placed through C&P for a po; sible fall starting date. With the appointmef' of the Cohen agency the decision as to pickin up the options is still being considered. Young & Rubicam Names Erickson V.P. RODNEY ERICKSON, manager of accour planning for the radio and television departmer of Young & Rubicam, has been appointed a vie president of th agency, Sigurd Larmon, presiden announced last week Mr. Erickson ha been in the radio an television field fq the past 19 year: He has been wit Y & R since 193 when he joined th agency first as pre ducer of the We tli People show and th Fred Waring Shou Before joining th agency he was a member of the radio depart ment of Procter & Gamble. ERICKSON Page 30 June 28, 1954 Broadcasting « Telecastin