Broadcasting Telecasting (Oct-Dec 1954)

ADVERTISERS & AGENCIES Top Watch Advertisers Face Anti-Trust Suit Justice Dept. files actions against Bulova, Benrus, Gruen and Longines Wittnauer. Foote, Cone & Belding advertising agency also cited. JUSTICE DEPT. anti-trust suit last week against 24 watch makers and associations, including Foote, Cone & Belding advertising agency, involves some of the brightest names in commercial radio and tv. Among the firms against which the conspiracy and monopoly charges were hurled are Bulova Watch Co., New York; Benrus Watch Co., New York; Gruen Watch Co., Cincinnati, and LonginesWittnauer Watch Co., New York. The government charged that the listed firms and organizations participated in agreements (1) to refrain from establishing watch manufacturing facilities in the U. S., (2) to restrict the manufacture of watches and watch parts in the U. S., (3) to refrain from extending aid to watch manufacturers located in countries other than Switzerland, (4) to fix the prices and terms and conditions of sale for Swiss watches imported into the U. S., (5) to blacklist, boycott or fine American watch companies which do not adhere to these agreements, and (6) to prevent the exportation to Switzerland and other countries of American produced watch parts and watch cases. The complaint, filed in the New York District Court, charged also that defendants executed contracts to import watches in specified annual amounts and to refrain from handling competitive brands and to limit the re-export of imported Swiss watches to designated countries in the Western Hemisphere. The complaint also alleged that the named companies and associations excluded American importers from importing Swiss watch repair parts and with fixing the sales price of such parts in the U. S. The Justice Dept.'s action follows by three months President Eisenhower's approval of a tariff boost on Swiss watch imports. In a statement issued Thursday, Foote, Cone & Belding said: Undoubtedly, this advertising agency has been included because it handles the advertising of the Watchmakers of Switzerland, a trade association representing approximately 550 manufacturers and assemblers of jeweled-lever watches and movements located entirely within Switzerland. But this fact does not clarify the basis of the Justice Department action, since all of our activities for this foreign client may be described as the same type of activities which we and other advertising agencies render to domestic clients. Its inclusion in the suit, FC&B said, left the agency "surprised and baffled." Also, the agency said, it is a long-standing member of the American Assn. of Advertising Agencies (4A's) and "has serviced all clients in accordance with the approved standards of practice." Hearing Held in Suit Against Rheingold Ad Copy LEGAL maneuvering in the suit filed by Beverly Hills attorney Max Gilford against Rheingold Brewing Co., Los Angeles (Liebmann Breweries), to force an end to use of certain copy phrases in radio-tv and printed media advertising [B»T, Aug. 16], continued during the Los Angeles Superior Court hearing Oct. 15. Mr. Gilford abandoned his plea for a preliminary injunction from Judge Arnold Praeger CONTRACT calling for sponsorship of Mutual's Football Game of the Week is signed for on KBMY Billings, Mont., by Keith Rowbotham (seated), general sales and advertising manager for the Custom Tire Co., and Warren Marshall, KBMY sales manager. Custom Tire, distributor for Kelly-Springfield and B. F. Goodrich tires, also sponsored Mutual's Baseball Game of the Day over KBMY. for immediate discontinuance of the advertising copy, saying since trial date is set for Nov. 22, hearings on the injunction can be consolidated with trial. However, attorney Harry Swerdlow, representing Rheingold, filed a demurrer to Mr. Gilford's amended complaint at the hearing, which Judge Praeger is currently considering. Further, Mr. Swerdlow indicated to B*T he would shortly move before Judge Praeger that the Nov. 22 trial date be vacated, since there is insufficient evidence to continue. In the original suit, filed last August by Mr. Gilford as representative of "the general public," he charged they were being victimized by such phrases as "largest selling beer in the East," "the very same beer (that is served in the East)," and that beer was brewed from "local ingredients and water." Actually, Mr. Gilford contends, brewing industry sources show none of these claims is correct. Previous to the Oct. 15 hearing, Judge Praeger ruled Mr. Gilford need not answer questions during deposition-taking sessions as to whether other breweries are involved in the action. Drops the Bear WILSON & Co., Chicago meat packer, has agreed to cease using a -facsimile of the "Smokey Bear" character in all its commercial advertising to avoid confusion with the character utilized in forest fire prevention ads. With the agreement, a Federal indictment against Wilson was dropped Wednesday in Chicago Federal District Court. The government claimed the meat packing firm used the facsimile illegally because of widespread association of the bear with fire prevention drives aimed at children. United Motors Buys Thomas On CBS Radio for $2 Million UNITED MOTORS SERVICE Div. of General Motors has signed to sponsor newscaster Lowell Thomas on CBS Radio under a contract representing more than $2 million in gross annual billings for the network, it was announced last week. The new series, for Delco batteries, starts Nov. 1. The division will sponsor Mr. Thomas Mondays through Fridays at 6:45-7 p.m. EST, 5:45-6 p.m. CST, 8:30-45 p.m. PST, and 9:3045 p.m. MST, on the full CBS Radio network in the U. S. On the air since 1930, Mr. Thomas has never lacked a sponsor (Funk & Wagnalls 1930-32, Sunoco 1932-47, Procter & Gamble 1947-53, and Kaiser Motors in 1953-54). His latest, United Motor Service Div., is the sales and service organization in the replacement market for Delco batteries and other General Motors parts and accessories. Its agency is CampbellEwald Co., Detroit. Agency Seeks Miami Account, Uses C-C Pitch on WTVJ (TV) BISHOPRIC & GREEN Inc., Miami, last week used a closed-circuit telecast presentation from WTVJ (TV) there in its quest for the $100,000 advertising account of Dade County. The prospectus was piped via cable from WTVJ's studio to the 10th floor of the Dade County Courthouse for the benefit of an advisory committee which will recommend placement of the account. Recommendation by the five-man committee is tantamount to selection, according to the station. The telecast, consisting of both live and film material, was used to demonstrate the main planks of the agency's presentation. The agency selected — there are 10 competing for the account — will be named in about two weeks to handle the account for at least one year. Karl Bishopric, agency president, and vice presidents Jack I. Green and Arthur Fielden were in charge of the closed-circuit showing. Ellington Elects Three JESSE T. ELLINGTON, president of Ellington & Co., New York, has been elected board chairman, a newly-created position, it was announced last week. In addition, Chauncey L. Landon, executive vice president becomes president of the agency, and William A. Bartel advances to executive vice president. AGENCY APPOINTMENTS Dr. Pepper Co., Dallas, appoints Grant Adv., Chicago. I-T-E Circuit Breaker Co., Phila., appoints Gray & Rogers, same city. Bird Provision Co. (Bird Farm Sausage), Pekin, 111., reappoints Mace Adv. Agency, Peoria, 111., after year's absence. Tv will be used. Max Factor Inc. (cosmetics), L. A., appoints Doyle, Dane Bernbach, N. Y., for all products, effective Jan. 1. B & M Meat Co. (Manhattan smoked and processed meats), L. A., appoints Richard N. Page 30 • October 25, 1954 Broadcasting • Telecasting