Broadcasting Telecasting (Jan-Mar 1956)

ADVERTISERS & AGENCIES COLOR CAST IN 0 Advance Schedule Of Network Color Shows (All times EST) CBS-TV Mar. 17 (7-7:30 p.m.) Gene Autry Show, William Wrigley Jr. Co. through Ruthrauff & Ryan (also March 24, 31). Mar. 20 (9:30-10 p.m.) Red Skelton Show, S. C. Johnson & Son, through Needham, Louis & Brorby, and Pet Milk Co. through Gardner Adv. on alternate weeks (also March 27). Mar. 29 (8:30-9:30 p.m.) Climax, Chrysler Corp., through McCannErickson. NBC-TV Mar. 12-16 (5:30-6 p.m.) Howdy Doody, participating sponsors (also March, 19-23, 26-30). Mar. 12 (11 a.m.-12 noon) Home, insert at approximately 11:45-12, participating sponsors. Mar. 13 (3-4 p.m.) Matinee, participating sponsors (also March 16, 19-23, 26-30). Mar. 13 (8-9 p.m.) Milton Berle Show, Sunbeam Corp. through PerrinPaus, and RCA and Whirlpool Corp. through Kenyon & Eckhardt. Mar. 14 (10-10:30 p.m.) This Is Your Life, Hazel Bishop through Raymond Spector, and Procter & Gamble Co. through Benton & Bowles, on alternate weeks (also March 21). Mar. 18 (3:30-4 p.m.) Zoo Parade, Mutual of Omaha through Bozell & Jacobs, and American Chicle through Ted Bates, on alternate weeks (also March 25). Mar. 18 (4-5:30 p.m.] ) Hallmark Hall of Fame, "Taming of the Shrew," Hallmark Cards Inc. through Foote, Cone & Belding. Mar. 20 (7:30-7:45 p.m.) Dinah Shore Show, Chevrolet Motor Div. of General Motors Corp. through Campbell-Ewald (also March 22). Mar. 24 (9:30-10 p.m.) Jimmy Durante Show, Texas Co. through Kudner. Mar. 25 (7:30-9 p.m.) Sunday Spectacular, "Heaven Help the Working Girl," participating sponsors. Mar. 29 (10-11 p.m.) Lux Video Theatre, Lever Bros., through J. Walter Thompson. [Note: This schedule will be corrected to press time of each issue of B«T] DAVID BOTSFORD JR. NEW BC&G PRESIDENT DAVID BOTSFORD JR., is the new president and chief executive officer of Botsford, Constantine & Gardner, Portland, Ore., agency. Mr. Botsford's election was announced a fortnight ago at the firm's annual dinner in Portland for staff members, clients and business associates. He steps into the position formerly occupied by his father, who was head of the organization for more than 30 years and now becomes chairman of the board of directors. Botsford, Constantine & Gardner was founded in Portland in 1919 and now has offices in Seattle, San Francisco and New York in addition to the Oregon headquarters. David Botsford Jr., 39, comes to his new position after three years as vice president-manager of the San Francisco office, chairman of the company's operating committee and member of the board of directors. An executive committee to work directly with ANNOUNCEMENT of a new president for Botsford, Constantine & Gardner— David Botsford Jr.— was made at the agency's annual dinner in Portland. In conversation at the affair are (I to r) Paul C. Smith, president of Crowell-Collier Publishing Co., speaker of the evening; David Botsford Jr. and David Botsford Sr., who becomes the agency's board chairman. the new president also has been elected. The committee is composed of Joseph Maguire, vice president, Seattle; Bryce Spruill, vice president, Portland, and Karl Bender, treasurer, Portland. ARB Rating Accuracy Chart Available to Subscribers A TURN to the right, or left, will give American Research Bureau subscribers information as to how accurate their program ratings are if they have one of the ARB standard deviation rotating charts being made available by the rating firm. The chart consists of two wheels connected by a centered grommet — a larger white wheel with ratings from 1 to 50 printed along its outer edge and a smaller, red wheel showing sample size by hundreds from 100 to 500. The inner wheel has a slot through which the printed deviations show when the wheel is rct !t°d to the proper rating. If the inner wheel is dialed to a rating of 25, for example, a sample of 400 is shown to have a plus or minus deviation of 4.3 in either direction of the figure published as the rating. In other words, if the rating were based on a 100% sample, it could be expected to lie somewhere between 20.7 and 29.3. ARB President James Seiler pointed out that ratings "are not intended to be and cannot be absolutes. Any published rating based on a sample merely establishes a confidence range within which the true rating lies. Ratings provide, though, more than adequate accuracy for all audience research use." SOME TV COMMERCIALS HURT SALES, SAYS GUILD Many manufacturers have seized upon "opportunity for making an unfavorable impression on television," agency president says. SOME television commercials now being used actually are destroying sales rather than building them, according to Walter Guild, president of Guild, Bascom & Bonfigli Inc., San Francisco agency. "The opportunity for making an unfavorable impression on television is very great, and in our opinion, many manufacturers have seized upon it," Mr. Guild said in a speech last week before the San Francisco Advertising Club. "Simply because a television program is extremely popular does not necessarily mean that it is providing the opportunity for sales," he declared. He expressed the opinion that some of the less popular shows — "those which do not have the viewer hanging by his eyelashes" — are perhaps a better frame for commercial selling. Other points made in Mr. Guild's address: "My guess is that a great deal of money now being spent on television simply to remind people of a brand name is money that would be better spent in other media. "In our opinion . . . the so-called 'magazine' concept of television is doing the entire television industry a great disservice. "Isolated spot announcements once every four weeks, or thereabouts, do not pay off." (He feels that the advertiser pays for program television without the advantage of sponsor or product identification.) "We can only come to the conclusion that over-spending on production is intentional, with the intent idea of making it a rich advertisers' medium. We think this is a mistake and will some day be regretted." GM Talks to Dealers Via National Tv Link IN A REPORTED "first" closed-circuit telecast March 2, linking top-level executives of General Motors Corp. with their 1,800-man dealer sales force throughout the country, GM President Harlow H. Curtice detailed "revolutionary" changes in the auto corporation's selling agreement with its dealers. The telecast, produced by Theatre Network Television under direct supervision of TNT President Nate Halpern, originated from the Los Angeles showing of the 1956 GM Motorama exhibit. The "inter-office" speech covered GM dealers in 39 cities in 29 states and the District of Columbia. Telecast was seen on large — 9 x 35 ft. — tv screens installed by TNT in hotels and theatres throughout the country. Mr. Curtice used the closed-circuit telecast to spell out GM's new policy in regard to its field force, following a Senate investigation in lanuary of GM-dealer policy. During the telecast, he predicted a record year for the company in 1956. GM Hikes Co-op Ad Funds GENERAL MOTORS Corp. President Harlow H. Curtice in testimony before a Senate Commerce subcommittee last week said his company has, effective March 1, increased its contribution to cooperative advertising funds to 50 cents for each dollar contributed by dealers. Broadcasting • Telecasting March 12, 1956 • Page 39