Broadcasting Telecasting (Oct-Dec 1956)

ADVERTISERS & AGENCIES Mogul Elects 3 V. P.'s; Reports on Record '56 A 50% increase in gross billings during 1956 and the election of three department directors as well as a target of doubling its billings by 1960 were disclosed by Emil Mogul, president of Emil Mogul Co., New York, in a yearend staff meeting Wednesday. The three elected vice presidents by the board are Leslie L. Dunier, director of radio and television; Joel L. Martin, director of media and research, and Jules Lennard, director of marketing and merchandising. Mr. Mogul said that each of the new vice presidents is a stockholder "in keeping with our long-established policy of giving real meaning to the title by conferring it only on executives who participate in the agency's operation as owners." He reported the year (1956), during which billings jumped to nearly $10 million from the preceding year's $6.5 million, brought the largest volume and sharpest gain in the agency's 16-year history. "It is precisely to this kind of expansion that we propose to dedicate ourselves in the years ahead" he said. "We will seek new accounts, of course, but we'll take on such additional business only to the extent that we can provide new clients with the type of well-rounded, all-encompassing service so long associated with our shop. "At the present time we are fully equipped to add another $1 million to $2 million to our annual billings during 1957. We will continue to expand our staff and facilities with a view to handling double our present billings by 1960 — but primarily to continue keeping at least one jump ahead of our current clients' needs." Mr. Dunier has been with the agency since 1953, before which he operated his own advertising agency. Mr. Martin joined the firm in 1950 after six years as vice president and director of research for Marion Harper Assoc. Mr. Lennard joined Mogul in 1952 after 13 years of sales, marketing and merchandising activity in the drug and food fields. Dolcin Corp. Plans Appeal Of Conviction to Supreme Court THE DOLCIN Corp. will appeal its criminal contempt conviction to the Supreme Court, Victor van der Linde, chairman of the company, said last week. The company was found guilty of disobeying a 1954 appellate court order in the use of radio scripts in 1955 [B«T, Dec. 24]. A hearing is scheduled at the U. S. Court of Appeals in Washington Jan. 14 to determine punishment. Mr. van der Linde declared: "We are far from the end of the case, as it will be appealed to the Supreme Court. There was no willful contempt on the part of this company." He explained that when the FTC issued its order concerning Dolcin advertising, it called for some "minor" modifications. However, Mr. van der Linde explained, the order was appealed and the circuit court modified the order "in our favor . . . allowing us to say things that the FTC had for Page 54 • December 31, 1956 IN MILWAUKEE TV WHOSE COMMERCIALS GET MOST EXPOSURE? Hooper Index of Broadcast Advertisers (Bated on Broadcast Advcrtiicrt Reports' monitoring) NATIONAL (NETWORK) INDEX Hooper Index Network Total "Commercial of Broadcast Rank Product & Agency Shows Networks Units" Advertisers 1. Maxwell House (Benton & Bowles) 5 2 01/ 073 1/0 Instant 3 2 CI/ 5/3 117 Regular 2 2 3 53 2. Sanka Instant (Young & Rubicam) 2 2 2'/3 54 3. Nescafe (Bryan Houston) 1 1 2% 51 4. Chase & Sanborn Instant (Compton) 1 1 2 12 MILWAUKEE (NETWORK PLUS SPOT) Hooper Index Network Total "Commercial of Broadcast Rank Product & Agency Shows Stations Units" Advertisers 1. McLaughlin Manor House (Earle Ludgin) 1 12 126 2. Hills Brothers (N. W. Ayer) 3 20 114 3. Maxwell House (Benton & Bowles) 5 2 m 70 Instant 3 2 5V3 47 Regular 2 2 3 23 4. Decaf Instant (Dancer Fitzgerald-Sample) 1 1 48 5. Butter-Nut (Buchanan-Thomas) 1 4 42 6. Sanka Instant (Young & Rubicam) 2 2 2V3 32 7. Nescafe (Bryan Houston) 1 1 2% 8 8. Chase & Sanborn Instant (Compton) 1 1 2 7 In the above summary, the monitoring occured the week ending Nov. 11, 1956. The Hooper Index of Broadcast Advertisers is a measure of the extent to which a sponsor's commercials are seen or heard. Each commercial is assigned a number of "commercial units," according to its length.* This number is then multiplied by the audience rating attributed to that commercial.** When each commercial has thus been evaluated, the results for all commercials of each sponsor are added to form the HIBA. For further details of preparation, see the basic reports published by C. E. Hooper Inc., Broadcast Advertisers Reports Inc. and American Research Bureau Inc. Above summary is prepared for use solely by Broadcasting • Telecasting. No reproduction permitted. * "Commercial Units": Commercials are taken from the monitored reports published by Broadcasting Advertisers Reports Inc. A "commercial unit" is denned as a commercial exposure of more than 10 seconds but usuaUy not more than one minute in duration. Four "commercial units" are attributed to a 30-minute program, and in the same proportion for programs of other lengths. A "station identification" equals one-half "commercial unit." ** Audience ratings for television, both national and local, are those published by American Research Bureau Inc. Those for radio are the ratings of C. E. Hooper Inc. In the case of station breaks, the average of the ratings for the preceding and following time periods is used wherever feasible: otherwise, the rating is that of either the preceding or following time period, normally the preceding. bidden in its order." Dolcin thereupon prepared modified advertising copy, Mr. van der Linde explained, but the FTC delayed issuing the modified order. "What happened," Mr. van der Linde said, "was that the FTC issued no amended order and contended that it didn't need to and wouldn't. So, we ran our old copy past the allowable date . . . according to the FTC . . . and the FTC took the case back to court; hence the verdict." Mr. van der Linde declared that Dolcin tried for "months and months" to get the FTC to review its copy, but the agency refused. "For some time, we have been using copy which we believe conforms with most stringent requirements . . . and, I repeat, never have we used a word in our copy with the intent of violating any government order," Mr. van der Linde declared. PM Goes Heavy on Color Spots PHILIP MORRIS Inc., New York, has signed for "the most extensive schedule of color announcements in television history," NBC Spot Sales reported last week. Philip Morris will sponsor a series of 20-second color announcements on a weekly basis on WRCA-TV New York and WNBQ (TV) Chicago, for 52 weeks. They will be adjacent to regularly-scheduled color programs. Agency is N. W. Ayer & Son, New York. Broadcasting • Telecasting