Broadcasting Telecasting (Jan-Mar 1956)

NEW YORK, WASHINGTON SEE NBC-TV#S 'WINDOW7 'New concept in store merchandising' began last week with three sponsors in the two cities. NBC-owned stations in other cities plan to present program as soon as sponsors are signed. THE FIRST Window programs, described by NBC's-owned station department as a "new concept in store merchandising" [B«T, Jan. 30, 16], went on the air last week in New York and Washington. Coincidentally, officials announced that Bergdorf Goodman (women's fashions), New York, had signed as the third Window sponsor. In Washington, the Hecht Co. (department stores) sponsors Window five times weekly, 7:55-8 a.m. Mondays, Wednesdays and Fridays and 1 1:25-11:30 a.m. Tuesdays and Thursdays, on WRC-TV. In New York, Bergdorf Goodman and Gimbel Bros, (department store) sponsor in color the 8:55-9 a.m. and the 9:55-10 a.m. Windows, respectively, on WRCA-TV. In line with NBC's original plan, local Windows are placed adjacent to or in the middle of network shows. Both the 7:55 and 8:55 a.m. segments in Washington and New York are placed respectively in the middle and at the end of NBC-TV's Today. WRCA-TV's 9:55 a.m. Window precedes Ding Dong School, and WRC-TV's 11:25 a.m. Tuesday and Thursday Window is placed on station time during the network's 11 a.m. -noon Home show. Henry J. Kaufman & Assoc., Washington, is the agency for Hecht's; Monroe Greenthal Co., New York, is Gimbels' agency, while the WRCA-TV-Bergdorf Goodman contract was negotiated direct. Pegeen Fitzgerald in New York acts as guide for both Gimbels' and B-G's Windows, Patty Cavin and Inga in Washington. Window "explores" a new facet of the sponsor's store and its personality each day. On last Wednesday's 8:55 a.m. telecast, for instance, Mrs. Fitzgerald displayed Bergdorf's Miss Bergdorf Shop for young women by featuring its current best seller: gray flannel suits — with accessories — some of which were priced as high as $90. All clothing shown was draped about store dummies, but this did not necessarily detract from their attractiveness as Mrs. Fitzgerald and the WRCA-TV camera thoroughly examined each item, giving life to tlie material. Considering that heretofore all of Bergdorf's advertising has been concentrated in newspapers or magazines, television — via camera action — was notably effective in making the wares come alive. Mrs. Fitzgerald took especial care to show her viewers the by-now-famous Bergdorf Goodman clothes box with its distinct identification marks, emphasizing the store's "personality." Jay Heiten, WRCA-TV sales manager, said last week that Mrs. Fitzgerald, as "reportereditor," picks out whatever merchandise she feels "goes over best on tv." However, the sponsor "has the last word, should he wish to play up one item or play down another." Where Bergdorf's, a high-fashion store specializing in women's clothing, restricts its Window displays to silks, cottons and wools, both Gimbels' and Hecht's will make wide use of the program in moving general merchandise, ranging from soft goods to hardware and luxury gift items. Similar programs, all locally originated, are planned for Chicago, Los Angeles and Philadelphia as sponsors sign for them, according to Charles R. Denny, NBC vice president in charge of owned stations and spot sales. Network Is Radio's Backbone, Taylor Tells N. Y. Ad Clinic NETWORK radio is "getting healthier and healthier" and its programs are still the backbone of the radio industry, Sherrill Taylor, codirector of sales promotion and advertising for CBS Radio, told a radio and tv clinic of the New York Advertising Club last Thursday night. Mr. Taylor noted a growing feeling among advertisers that radio listeners seek only local d. j. shows and news. On the contrary, he said, a Pulse survey made recently in the top ten markets showed that 90% of the top ten daytime and top ten nighttime radio shows were network-originated. It is name talent primarily, he said, that makes the difference between network and local programming. He said CBS Radio's billings for the last quarter of 1955 were higher than the same period of 1954 and that the first quarter of 1956 also is running ahead. Further, he asserted, most local stations have just experienced the best revenue year they've ever had. NBC Radio Names Jonas APPOINTMENT of Paul Jonas as sports editor of NBC Radio was announced last week by Tom S. Gallery, sports director of NBC [Closed Circuit, Feb. 13]. Mr. Jonas was for 17 years director of sports for MBS until he joined the NBC sports department last fall. MILWAUKEE'S NEW WISN PRESENTS ILT BRANDL OW A.M. DAILY The New WISN presents music, news, weather and sports . . . and now the cream of the ABC network . . . and everybody's feeling the results! Milt Brandl's share of the 460,814 radio families . . . who spent over $2 billion last year ... is on the increase! Milt's a good entertainer ... a fine salesman. Put him to work for you on WISN's growing early morning audience. FOR AVAILABILITIES CALL WISN SALES OR Edward Petry & Co., Inc. //JO WISN Milwaukee Basic ABC Affiliate MILWAUKEE'S FIRST STATION Page 60 • February 20, 1956 Broadcasting • Telecasting