Broadcasting Telecasting (Jul-Sep 1955)

ADVERTISERS & AGENCIES Merkel's Fall Advertising Includes Seven N. Y. Stations MERKEL Inc. (packers of pork products), Jamaica, N. Y., last week announced its fall and winter advertising and promotion campaign. Radio, newspapers and magazines as well as bus cards and trade publications will be used. The radio schedule includes newscasts on seven New York stations: WMGM, WRCA, WINS, WCBS, WOR, WABC and WMCA, with Merkel Meats represented as a sponsor for the following newscasters: Harry Clark, Charles F. McCarthy, Henry Gladstone, Dick de Freitas, Peter Roberts, and Bob Callum. In addition the Merkel's campaign includes sponsorship of the Bob and Ray Show, the Martha Deane Show and Luncheon at Sardi's. The highlight of the radio schedule is a specially created Merkel show, Visit With Josie, featuring cooking authority Josphine McCarthy, five times weekly on WNBC New York. Agency for Merkel is The Blaine-Thompson Co., New York. Kitchens of Sara Lee Inc. Extending Use of Radio, Tv KITCHENS of Sara Lee Inc., which last week announced establishment of national distribution for its bakery products, is currently using radio and tv and plans to extend these media. The company, whose account is handled by Cunningham & Walsh, Chicago, has already bought chain breaks in 10 major markets in which the ABC-TV Walt Disney Mickey Mouse Club series will be telecast. Also under wraps is a radio-tv announcement campaign for Chicago starting Oct. 27. Charles W. Lubin, president of Sara Lee, an YOU COULD REACH Up to One-Third* of the "sets in use" in the rich Holland (Mich.) area market without WHTC — but to do it you'd need to buy time on four networks, two Chicago independents and two Grand Rapids independents! It's Simpler — More Effective to use WHTC — and the cost per sale is so much lower on WHTC. It's the BEST way. * * ★ * *Ask the nearest BEST office for survey figures and avails. * ★ * * WHTC Holland Mich, is radio at its BEST! Represented by HIL F. BEST CO. Page 196 • September 19, 1955 nounced plans for national operation (claimed to be the first specialty bakery firm to start mass distribution) at a news conference in New York Wednesday. Sara Lee reported sales of nearly $5 million in 1954, its fourth year of operation. The company has been using WXYZ Detroit (radio) and some months ago launched a spot tv test drive in certain eastern markets. ANTELL BUDGETS $2 MILLION MORE CHARLES ANTELL announced last week that it has budgeted $2 million for a television campaign to be launched on behalf of its new product, a liquid makeup. The company will sponsor three morning half-hour Search for Beauty and one evening, half-hour weekly Hollywood's Best on ABC-TV, plus a concentrated spot coverage in 150 markets. Product Services Inc., New York, advertising agency for Charles Antell, reported that it now is in the market for another suitable evening half-hour on behalf of its client. Evans Named Director Of N. Y. Radio-Tv Clinic JACOB A. EVANS, newly appointed account executive, McCann-Erickson, New York, [B»T, Sept. 12] was named Thursday as director of the Radio & Television Clinic to be held as part of the Advertising Club of New York's Advertising & Selling Course. Among those who will serve as clinic leaders: Hamilton Shea, NBC vice president and general manager of WRCA-AM-TV New York; Frank Pellegrin, vice president of H-R Representatives; Sherril Taylor, director of sales promotion and advertising of CBS Radio; Don L. Kearney, ABC Film Syndication; Michael Levin, director, radio and tv, Erwin, Wasey & Co., and Matthew J. Culligan, national sales and merchandising manager of NBC. 75 Colleges Furnished UP By American Tobacco Co. AMERICAN TOBACCO Co. (Lucky Strike cigarettes) will bring the full United Press teletype news service to the radio studios of 75 colleges as part of the cigarette company's fall plans. Ordinarily the cost of a UP 24-hour service is too high for college stations. The Lucky Strike campaign will include a contest for the best news broadcast. Participating stations will submit three tapes selected from the season's output. As prizes, winning stations will receive studio equipment such as tape recorders and microphones. BBDO, New York, is the agency for Lucky Strike. National station representative is the College Radio Corp. CPRN Signs Feenamint PHARMACO Inc., for Feenamint, Chooz & Medigum, has signed for sponsorship of the Tuesday and Thursday portions of Second Mrs. Burton, weekdays 11-11:15 a.m., on 23 stations of the Columbia Pacific Radio Network, it was announced Thursday by Bert S. West, general sales manager of CPRN and key outlet KNX Los Angeles. Contract for 13 weeks was placed through Clifford, Steers and Shenfield, New York. Four Advertisers Take MBS Participation Shows SIGNING of four sponsors for programs over Mutual was announced last week by Harry Trenner, MBS vice president in charge of sales. Contracts for participations in MBS' multimessage programs, including Story Time (Mon.-Fri., 11-11:25 a.m. EDT) and in the evening mystery-adventure drama (Mon.-Fri., 8-8:30 p.m. EDT) were signed by Grove Labs. Inc., Florida Citrus Commission and Norwich Pharmacal Co., all through Benton & Bowles, New York. Seeman Bros. Inc., through Norman, Craig & Kummel, New York, will sponsor Tomorrow's Front Page Headlines (Sun., 6:15-6:30 p.m. EDT), starting Oct. 2. Marciano-Moore Title Bout Radio Coverage Expanded PABST BREWING Co. has extended its coverage of the Rocky Marciano-Archie Moore heavyweight championship fight from 350 to the complete ABC Radio Network of approximately 500 stations, the company announced in Chicago Tuesday. The fight also will be aired in Alaska, Hawaii, Guam, Puerto Rico, Cuba, Canada and South America. Pabst claims the additional stations will mean an "alltime record for a radio broadcast" in terms of coverage. Independent stations also are scheduled to broadcast the bout. Bryan Houston Expands BRYAN HOUSTON Inc., New York, has moved to larger quarters at 730 Fifth Ave. as a result of increased business, Bryan Houston, president of the agency, announced last week. The acquisition of additional accounts, with a subsequent increase in personnel during the past 12 months, necessitated the move from 10 Rockefeller Plaza to the new address, which will approximately double present floor space. Quaker Buys 'Preston' QUAKER OATS Co. through Wherry, Baker & Tilden, Chicago, has signed for the film package Sergeant Preston of the Yukon on CBS-TV in the Thursday 7:30-8 p.m. EST period starting Sept. 29, the network confirmed Thursday. The new tv film series is being produced by Charles E. Skinner Productions, Hollywood, with Richard Simmons in the lead role. ARF Distributes Report IN RESPONSE to several requests for an impartial opinion on whether pre-listing is essential in probability sampling, Advertising Research Foundation said last week it has sent subscribers copies of a report prepared on the subject for ARF by a prominent researcher, Dr. W. Edwards Deming. His treatise discusses possible types of the sampling unit "in the last stage of selection in a probability sample." NEW BUSINESS General Foods (Instant Swans Down cake mix), N. Y., extending present radio spot schedule in 13 markets, which ends Sept. 26, for another six weeks starting Oct. 13. Agency: Young & Rubicam, N. Y. Roman Meal Co., Tacoma, Wash., for cereals and muffin mixes has signed for Mon.-Wed.Fri. edition of Bob Garred and the News (Mon. Broadcasting • Telecasting