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"We could never feel well informed on advertising without Ad Age"
says: J. WARD MAURER
Vice-President of Advertising Wildroot Company, Inc.
"In our business, advertising is such an important factor that to be informed on the ever-changing advertising scene is of paramount importance. I do not and could never feel that I was really well informed on advertising without regular sessions with my copy of Advertising Age. This feeling is shared by other executives and every member of my department who are directly interested in how we plan and expedite our advertising program."
J. WARD MAURER
Mr. Maurer began his career in advertising and business 26 years ago when he became associated with the Wildroot Co. In 1942, he was promoted to advertising manager, in 1947 to director of advertising and in 1955 to vice-president.
Administering an advertising budget that exceeds $3,500,000 annually in the U.S. alone, Mr. Maurer also supervises Wildroot advertising in Canada, Cuba, Mexico and British South Africa where Wildroot has manufacturing operations, and in many other foreign countries where Wildroot products are sold. Among his many honorary positions are such titles as Chairman of the Board of the Advertising Research Foundation and past Chairman of the Board of the Association of National Advertisers.
Keeping informed on advertising and marketing means regular weekly sessions with Ad Age for most of the executives who are important to you. When it comes to performance in providing coverage of up-to-the minute news, trends and developments, AA stands in advertising where the Yankees stand in baseball. It's tops — not only to those who activate but to those who influence the important decisions on markets and media.
At Wildroot, for example, broadcast and Mr. Maurer's famous "Wildroot Cream Oil Charlie" jingle have been important selling forces. In 1944, Wildroot was the biggest spot radio user in the country, and during the first six months of 1956, ranked among the top 77 advertisers in TV broadcast. It s spot expenditures in TV alone for this period was over $555,000* and its TV network expenditures exceeded $666,400**.
During the year, a total of 104 paid subscription copies of Ad Age get read, routed and discussed among advertising, marketing and other executives at Wildroot. Further, 14,664 paid subscription copies — 282 every week — reach important executives at the agency handling Wildroot's advertising, BBD & O.
Add to this AA's current 36,000 paid circulation, its unmatched penetration of advertising agencies with a weekly paid circulation of over 10,000 agency people alone, its intense readership by top executives in national advertising companies, its top total readership of over 131,000 — and you'll recognize in Advertising Age, a most influential medium for swinging broadcast decisions your way.
* N. C Rorabaugh Co. for Television Bureau of Advertising ** Publishers' Information Bureau
200 EAST ILLINOIS S T R E E T . C H I C A G O II, ILLINOIS
1 Year (52 issues) $3
Advertising Age
High Price, Hoi Enongh Program. Poor Talw Still Hold Op Color TV
Scoop oj Scop*' in W»«r» Cor* rag*? — TV . f j. •
Broadcasting • Telecasting
October 29, 1956 • Page 81