Broadcasting Telecasting (Jan-Mar 1956)
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RADIO HELPS STORE SET SALES RECORD
RAB honors Washington department store, whose sales reached $51.2 million after one year of heavy radio use. Baudino credits advertiser with causing other retail outlets to use medium.
SALES of Woodward & Lothrop, major Washington department store using heavy budget of radio time, broke an alltime record in the store's first year of consistent radio advertising, totaling $51.2 million for the 52 weeks ended last Oct. 29. This marked a 6% increase over the previous year.
W&L's heavy use of radio started in September 1954. It has been on radio every day since. Currently the budget is 60% over the original test campaign, including 119 announcements and 215 minutes of program time every week, for a total of 134 commercials.
Radio Advertising Bureau paid tribute to the W&L record last Tuesday at the Washington Ad Club luncheon, presenting a plaque to Jim Hardey, advertising manager, who is celebrating 50 years with the store. Joseph E. Baudino,
LATEST RATINGS
Top Television Programs Two Weeks Ending Dec. 24, 1955 Number of Tv Homes Reached (000) t Total Audience
Rank Rating
1. Ed Sullivan Show (CBS) 17,211
2. 64,000 Dollar Question (CBS) 15,970
3. I Love Lucy (CBS) 15,634
4. Disneyland (ABC) 14,863
5. Ford Star Jubilee (CBS) 14,695
6. Jack Benny Show (CBS) 12,883
7. Max Liebman Presents (NBC) 12,816
8. Producers Showcase (NBC) 12,715
9. G. E. Theatre (CBS) 12,514 10. Private Secretary (CBS) 12,380
t Average Audience
1. 64,000 Dollar Question (CBS) 14,796
2. I Love Lucy (CBS) 14,695
3. Ed Sullivan Show (CBS) 14,628
4. Disneyland (ABC) 12,380
5. Jack Benny Show (CBS) 11,977
6. Private Secretary (CBS) 11,508
7. G. E. Theatre (CBS) 11,474
8. December Bride (CBS) 11,206
9. I've Got a Secret (CBS) 11,105 10. You Bet Your Life (NBC) 10,904
Percent of Tv Homes Reached* t Total Audience
1. Ed Sullivan Show (CBS) 54.1
2. 64,000 Dollar Question (CBS) 49.8
3. I Love Lucy (CBS) 48.2
4. Ford Star Jubilee (CBS) 46.6
5. Disneyland (ABC) 45.8
6. Jack Benny Show (CBS) 40.9
7. Max Liebman Presents (NBC) 40.0 Producers Showcase (NBC) 40.0
9. G. E. Theatre (CBS) 39.3
10. Private Secretary (CBS) 39.0
' Average Audience
1. 64,000 Dollar Question (CBS) 46.1
2. Ed Sullivan Show (CBS) 45.9
3. I Love Lucy (CBS) 45.3
4. Disneyland (ABC) 38.2
5. Jack Benny Show (CBS) 38.0
6. Private Secretary (CBS) 36.3
7. G. E. Theatre (CBS) 36.1
8. December Bride (CBS) 35.1
9. I've Got a Secret (CBS) 34.9
10. The Millionaire (CBS) 34.3
t Homes reached by all or any part of the program, except for homes viewing only 1 to 5 minutes.
X Homes reached during the average minute of the program.
* Percented ratings are based on tv homes within reach of station facilities used by each program.
Copyright 1956 by A. C. Nielsen Co.
Broadcasting • Telecasting
THIS is the Radio Advertising Bureau plaque presented to Woodward & Lothrop, Washington department store. L to r: James Hardey, W&L advertising director; Harwood Martin, head of agency bearing his name and handling account; Kenneth Brown, club president, and Joseph E. Baudino, RAB board chairman.
RAB board chairman and vice president of Westinghouse Broadcasting Co., made the presentation.
Adoption of radio as a major medium by
PULSE
Top 20 Regularly Scheduled Once a Week Tv Shows
Rating
Dec.
Nov.
$64,000 Question (CBS)
50.2
51.9
Ed Sullivan (CBS)
42.2
40.0
1 Love Lucy (CBS)
39.7
39.1
Groucho Marx (NBC)
35.9
35.1
Climax (CBS)
34.2
Disneyland (ABC)
32.0
30.3
Perry Como (NBC)
30.9
29.0
George Gobel (NBC)
30.6
Dragnet (NBC)
29.7
26.8
December Bride (CBS)
29.5
30.4
Burns and Allen (CBS)
29.4
28.0
Honeymooners (CBS)
27.8
30.1
Lux Video Theatre (NBC)
27.4
27.5
Robert Montgomery (NBC)
27.1
28.7
I've Got a Secret (CBS)
27.0
27.3
Godfrey's Talent Scouts (CBS)
26.7
27.2
Red Skelton (CBS)
25.8
What's My Line (CBS)
25.8
Our Miss Brooks (CBS)
25.7
26.6
Big Story (NBC)
25.4
26.3
G.E. Theatre (CBS)
25.4
27.1
Top 10 Regulraly Scheduled Multi-Weekly Tv Shows
Rating
Dec.
Nov.
Mickey Mouse Club (ABC)
18.9
16.2
Search for Tomorrow (CBS)
11.1
10.3
Guiding Light (CBS)
10.8
11.1
Love of Life (CBS)
10.7
10.9
Howdy Doody (NBC)
10.2
9.9
Big Payoff (CBS)
10.1
9.6
Art Linkletter (CBS)
9.9
9.4
News Caravan (NBC)
9.9
9.7
Arthur Godfrey (CBS)
9.7
9.4
CBS-TV News (CBS)
9.5
9.7
TRENDEX
Top 10 Programs for Evening Network Television Week of Jan. 1-7
1.
$64,000 Question (CBS)
42.4
2.
The Red Skelton Show (CBS)
32.3
3.
1 Love Lucy (CBS)
30.8
4.
Your Hit Parade (NBC)
30.6
5.
Disneyland (ABC)
30.1
6.
Do You Trust Your Wife (CBS)
29.3
Dragnet (NBC)
29.3
8.
Ed Sullivan Show (CBS)
28.3
9.
Person to Person (CBS)
28.2
10.
Perry Como (NBC)
27.5
Special Event
The Rose Bowl Game, Monday, Jan. 2 (NBC)
31.0
W&L has induced a number of other large stores to buy heavily, Mr. Baudino told the club. He said, "The important thing is not that Woodie's is responsible for leading some of its competitors into radio, but that the store showed them the correct way to use radio — through Woodie's most efficient technique of saturation spot for peak selling days combined with dayto-day participations and programming constantly beamed to the same audience for the same lines of merchandise.
"Woodward & Lothrop's continuing and successful radio campaign in Washington has proved an inspiration to other major department stores all over the country. In part because of Woodie's experience, scores of stores like Burdine's in Miami and Marshall Field in Chicago have followed the example and entered into radio advertising on a really major scale."
Kreer Adv. Changes Name, Adds Manchester, Williams
FORMATION of a new Chicago advertising agency, Manchester-Williams-Kreer Inc., with initial billings of over $1 million, was announced in that city last week.
Officers of the agency, which represents a merger with the existing Kreer Adv., are Donald S. Manchester, president; Frederick S. Williams, vice president-secretary, and Henry B. Kreer, vice president-treasurer. All formerly were associated with Campbell-Mithun Inc. Agency will have its headquarters at 664 N. Michigan.
Mr. Manchester was vice president at Weiss & Geller, vice president and Chicago manager of C-M and previously senior vice president with Dancer-Fitzgerald-Sample, supervising Campbell Soup, General Mills and Procter & Gamble accounts. Mr. Williams was account supervisor at Campbell-Mithun and earlier with TathamLaird, Young & Rubicam and BBDO. Mr. Kreer, before opening Kreer Adv. last August, also was account supervisor at Campbell-Mithun's Chicago office, of which his brother, Bowman Kreer, is co-manager.
Sherman Made Colgate V. P.
STUART SHERMAN, director of advertising, Colgate-Palmolive Co., Jersey City, N. J., last week was elected vice president in charge of advertising [B«T, Dec. 26, 1955].
Mr. Sherman has been a director and a member of the company's executive committee since 1948. Previously he was a vice president and member of the executive committee of Lord & Thomas and president and founder of Sherman & Marquette.
Donaldson Gets Agency Post
EDGAR J. DONALDSON has been appointed radio and television director for Ketchum, MacLeod & Grove Inc.,
the Pittsburgh and New York agency announced last week.
Mr. Donaldson joined KM&G in 1952 as associate director, coming from WSYR-TV Syracuse, N. Y., where he was production supervisor. He began his broadcasting career in 1945 with WSLB
Ogdensburg, N. Y, MR DOnaldson
while completing his
studies in the radio workshop at St. Lawrence U.
January 23, 1956 • Page 35