Broadcasting Telecasting (Oct-Dec 1954)

WHEELING and DEALING St., runs to Feb. 29, 1956, according to the agreement. Zenith's agreement to buy into a fourth sponsorship of the Ford Foundation TV-Radio Workshop's Omnibus for 25 weeks at an approximate time cost of $40,000 per week equals $1 million. But, CBS agreed to repay Zenith half of that sum, excluding such charges as are applicable to the production of Zenith commercials. The Chicago ch. 2 agreement was made known to the FCC hearing examiner last Tuesday, at which time Zenith's application was dismissed by Comr. Robert T. Bartley, acting as motions commissioner. The agreement was filed with the examiner on Friday. In announcing CBS' purchase of WOKYTV, now affiliated with ABC and DuMont, Dr. Frank Stanton, CBS president, made plain that CBS intends to acquire another uhf station "as soon as possible." He observed that "our acquisition of this uhf station at the earliest possible date permitted is proof of our confidence in the future of uhf. CBS is going forward with studies and other plans to acquire a second uhf station as soon as possible." This is understood to be in another major market. WOKY-TV, which began operating a year ago this month, is owned by Gerald A. Lee and David Bartell, who also own WMTV (TV) Madison and WAPL Appleton, Wis. The CBS-TV affiliate in Milwaukee is WCAN-TV, on ch. 25. The Milwaukee Journal's WTMJ-TV, on ch. 4, is the NBC-TV affiliate. Due on the air this week or next is WTVW (TV) on ch. 12, affiliated with ABC. If CBS acquires WSTV-TV in Steubenville, it will be taking over a full-fledged CBS-TV affiliate which throws what is understood to be a Grade A signal into the Pittsburgh metro politan area. WSTV-TV is owned by the Friendly Group (Jack and Louis Berkman, John J. Laux and others), which also owns WFPGAM-TV Atlantic City, WPIT Pittsburgh and WBMS Boston. The ch. 9 station began operating Christmas Eve a year ago. During the last 30 days, CBS has sold its 45% interest in KQV Pittsburgh for $236,250 to majority stockholders Earl F. Reed and Irwin D. Wolf [B»T, Oct. 4]; has agreed to sell its 45% interest in WTOP-AM-FM-TV Washington to majority owner Washington Post for $3.5 million, effective Dec. 15 [Closed Circuit, Oct. 18], and is understood to be negotiating to sell its 47% interest in WCCO-AM-TV Minneapolis-St. Paul to the Minneapolis Star-Tribune (Cowles) for about $4 million, with an announcement expected to be made next week [Closed Circuit, Oct. 18]. ADVERTISERS & AGENCIES SCHICK, SIX OTHERS SWITCH ACCOUNTS TO NEW AGENCIES Over $14 million in advertising moves from agency to agency in a fall season that well may be remembered for the number of major account shifts. Schick ends a 12-year affiliation with Kudner. IN a season conspicuous by the surprising number of agency shifts by advertisers, Schick electric razors in an unexpected move last week led a new parade of seven sponsors in a march away from their present affiliations. Combined billings of the shifting advertisers total more than $14 million. After an association with the Kudner agency for 12 of the past 13 years, Schick is expected soon to formally withdraw its $4V^ million advertising budget from that agency. The client has been screening a number of prospects, but B*T learned last week that the eventual choice almost certainly will be Kenyon & Eckhardt. Other clients found to be switching agency representation are: Gruen Watch Co. from McCann-Erickson to Grey Adv.; Wilson & Co. from Ewell-Thurber to Needham, Louis & Brorby; National Selected Products from Duane Jones Co. to Hilton & Riggio; Nestle Co. from Cecil & Presbrey to McCann-Erickson; H. C. Brill Co. from Tracy Kent to Hicks & Griest, and Borg-Warner Corp. (Norge div.) from J. Walter Thompson Co. to Tatham-Laird Inc. Schick began its relationship with Kudner in 1941. Five years ago the advertiser departed to BBDO but after a year returned to Kudner. The firm is the founder of the electric shaver industry and is currently celebrating its 25th year in business. Schick sponsors the Jackie Gleason Show on CBS-TV and pro football games on the DuMont Tv Network. In addition Schick uses spot announcements in radio wherever it does not have television coverage. Appointment of Kenyon & Eckhardt as its new agency is expected to be formally announced in about a week. Gruen Watch Co., Cincinnati, which the preceding week was resigned by McCann-Erickson so that M-E could take on Bulova Watch Co. [B«T, Oct. 18], has named Grey Adv. to handle its budget of $1.5 million, effective immediately. Th a sense the transfer of the account is a case of history repeating. A decade ago McCann-Erickson also relinquished the Gruen business to Grey, which in turn released it to Stockton-West-Bufkhardt, Cincinnati. In 1951 Page 28 • October 25, 1954 McCann-Erickson took over the account from that firm. Last week's action puts the business once more with Grey. Grey Adv. apparently will continue to handle its present watch client, Jean R. Graef Inc. (Girard-Perregaux watches), New York, whose budget is comparatively small, about $200,000. Mr. Graef told B«T that his firm is "very happy" with Grey and has "no other plans." The account has been with Grey for the past two years. Appointment of Needham, Louis & Brorby, Chicago, to handle its advertising for canned meats, effective Nov. 1, was confirmed last week by Wilson & Co., Chicago meat packers. The account moves from Ewell & Thurber Assoc., which will retail the Ideal dog food and margarine accounts. Wilson moved its other accounts (ham, bacon, sausage, smoked meats, poultry, soap) to NL&B last spring, also from Ewell & Thurber Assoc., which had serviced Wilson's complete line of products since 1938. Wilson has been relatively inactive in radio and television. At Thurber, it maintained for its canned meats a sporadic spot schedule. The company's 1954 advertising appropriation was roughly $2 million, with only a small portion going into broadcast media. Advertising plans for 1955 are being blueprinted, according to James Hausmann, assistant advertising manager. There was no indication what radio-tv billings might be, but it was speculated that the outlays might be increased with the introduction on a national scale of a new meat pie product. Another agency switch confirmed in the past fortnight was that of Borg-Warner Corp. (Norge div.) from J. Walter Thompson Co. to Tatham-Laird Inc. effective Nov. 12. Advertising plans calling for about $4 million have been set for next year, according to Robert Runge, division advertising manager. Earlier, Tatham-Laird had resigned the refrigeratorrange account of Admiral Corp. Norge formerly sponsored the Garry Moore Show on CBS-TV (dropped last September) and ■■ -'tSfi:-*,: AGENCY SPECIALISTS participated in a workshop on creative and production phases of radio-tv commercials during the AAAA Central Region convention in Chicago Oct. 14-15 [B*T, Oct. 18]. Taking part in session were (I to r): Peter Cavallo, J. Walter Thompson Co., Chicago; John B. Simpson, Foote, Cone & Belding, Chicago; Dr. Richard B. Lewis, San Jose State College, San Jose, Calif.; Nelson Winkless and Alan Wallace, both Needham, Louis & Brorby, Chicago. Color experiments, evaluation of packages and audio-visual techniques were among topics explored during the closing day's session at the Drake Hotel. Broadcasting • Telecasting