Broadcasting Telecasting (Oct-Dec 1954)

THE LATEST MOVING DAY DATA Estimated Advertiser Billings From To 1 \J Schick Electric Shavers $4,500,000 Kudner Expected to go to Kenyon & Eckhardt Gruen Watch Co. 1 ,500,000 McCann-Enckson Grey Adv. Wilson & Co. O AAA AAA 2,000,000 twell & Ihurber Needham, Louis & National Selected Brorby Products 500,000 Duane Jones Co. Hilton & Riggio Nestle Co. 1,500,000 Cecil & rresbrey AArC nnn-FrirK^on H. C. Brill Co. 150,000 Tracy, Kent Hicks & Griest Borg-Warner Corp. (Norge Div.) 4,000,000 J. Walter Thompson Latham-Laird TOTAL: $14,150,000 radio-tv spot campaigns at the dealer level, and is expected to step up its broadcast activity in view of the heavier budget for 1955. In the other developments last week: National Selected Products (Ready Mixes of the Six O'Clock Foods Division) named Hilton & Riggio, effective Jan. i. Duane Jones Co. had been servicing the advertiser, whose advertising budget is more than $500,000. The firm is planning to buy a network television show to begin after the first of the year or early in spring and is also planning a spot campaign. The Nestle Co., New York (chocolate products division, including candies and cocoas and new gravy and white sauce mixes), with its $1.5 million advertising budget, named McCannErickson, New York, to handle its advertising. Nestle has been serviced by Cecil & Presbrey, which is ceasing operations on Dec. 31. Nestle Co. uses radio and television spot campaigns. The addition of the Nestle Co.'s billings to those of Bulova and Mennen [B*T, Oct. 18] brings to more than $7 million the new business acquired by McCann-Erickson within three weeks. H. C. Brill Co. (Spanish rice, macaroni dinner, spaghetti sauce with meat, spaghetti sauce with mushrooms and Isle of Capri pizza pie), New York, named Hicks & Griest, New York, to handle its approximately $150,000 advertising budget, effective immediately. Tracy, Kent & Co. had been the Brill agency. Present advertising plans of the account include an intensive radio schedule for the grocery division in key areas in eastern markets, tv in several markets, and a trade paper program for the bakery business, Sydney R. Huntley, account executive at Hicks & Griest, said. General Foods' Net Rises NET sales of General Foods for the six months ended Sept. 30 were $382,538,187, compared to $354,475,594 for the same period last year, according to Charles G. Mortimer, president. Net earnings for the period (first half of the company's fiscal year) were $18,064,393, or (after preferred dividends) $3.02 a common share, compared to $12,201,372, or $2.03 a share of common for the previous year's period. For the quarter ended Sept. 30, net sales were $187,812,405, compared to $181,306,580 the previous year's quarter, and net earnings were $6,869,983 ($1.14 a common share) compared to the previous year's quarter of $6,247,607 or $1.04 per share. Promotion, Marketing Units Created by Grey LAWRENCE VALENSTEIN, president of Grey Adv., New York, announced last week the creation of a new promotion and publicity department to be headed by Christopher Cross and the establishment of marketing and sales development department to be directed by David Mayer. These two departments, Mr. Valenstein said, give "our clients greater service where it counts — at point of sale" and will "help further to carry out Grey's long-established policy of putting our clients' advertising to work on a local level. "Grey Matter (the agency's news letter) will be expanded editorially to cover provocatively all new facets of advertising as well as the latest techniques in merchandising, marketing, exploitation and promotion as developed by the two new departments," Mr. Valenstein said. Mr. Cross resigned from Kenyon & Eckhardt, New York, where he was exploitation director, to become director of Grey's promotion and publicity department. Mr. Mayer formerly headed Grey's sales promotion division, which will be replaced by the marketing and sales-development department. E. B. Weiss, former editor of "Grey Matter" and merchandising consultant, resigned from the agency to establish his own merchandising consultant service effective after the first of the year [Closed Circuit, Oct. 18]. Beal Leaves World Wide, Will Open Own Ad Agency JOSEPH CARLETON BEAL has resigned as manager of the public service division of World Wide Broadcasting System to open his own agency, Beal Radio & Television Agency, with headquarters at 220 St. James Place, Brooklyn, N. Y. World Wide and its international shortwave station WRUL, with transmitters on the Massachusetts coast near Boston, will be an account of the new agency, Mr. Beal announced. Before joining World Wide Broadcasting System, he had been production manager of WDSU-TV New Orleans. Squire Dingee Radio Drive Linked With Mercury Records SQUIRE DINGEE Co. of Chicago (Ma Brown pickles) last Monday instituted an aggressive radio campaign covering 46 markets in 14 Midwest and Southwest states as part of a national talent contest tie-in with Mercury Records. The company, through L. W. Ramsey Adv. Co., Chicago, has selected a leading disc jockey in each city to conduct the contest on 15minute programs from three to five times weekly until Dec. 3. First prize is a recording contract with Mercury and a week's engagement at Chicago's Chez Paree: State finalists as screened by the stations from local entries will compete in the grand finals in Chicago next January. A Ramsey spokesman declined to reveal the overall media budget for the campaign but said 65% of all expenditures would go into radio, the remaining to be divided among newspapers and point-of-sale. Disc jockeys are advising listeners to obtain entry blanks in food stores carrying Ma Brown products. MR. BEAL ONEYEAR CONTRACT for sponsorship of Al Schoitelkotte and the News on WSAI Cincinnati is approved by (I to r) Harry Martineau of sponsor M. & M. Realty Co.; Lu Bassett, WSAI account executive; Mr. Schottelkotte, and Sherwood R. Gordon, WSAI president and general manager. All State Buys Army-Navy ALL STATE Insurance Co. will sponsor the Army-Navy game on NBC Radio, Fred Horton, director of sales for NBC Radio, announced last Wednesday. Contract for the Nov. 27 grid classic was handled through Christiansen Adv. Agency, Chicago, by Tom Moore, account executive, WBAL Baltimore, NBC affiliate which has exclusive broadcast rights to Navy games this year. The ArmyNavy tilt also is on the NCAA schedule of games telecast by ABC. C-P Earnings Up by 30% COLGATE-PALMOLIVE Co.'s earnings for the first nine months of 1953 are up 30%, to $3.90 per share, with net income totaling $9,799,000 as compared with $7,524,000 or $3.11 per share in the corresponding period of 1953, E. H. Little, chairman of the board, has announced in the company's report for the third quarter. For the three month period ended Sept. 30, 1954, net income was $4,250,000 or $1.70 per share in contrast to $2,440,000 or $1.01 per share in the third quarter of 1953. Broadcasting • Telecasting October 25, 1954 • Page 29