Broadcasting Telecasting (Apr-Jun 1957)

at deadline Ford, CBS in $5 Million Talk As Radio Network Sales Boom RADIO network sales took sudden jump in activity this past week with several advertisers slated to pour budgets into radio programs. Ford Motor Co. is expected to sign one of largest deals placed in number of years with CBS Radio for $5 million contract whereby advertiser will sponsor daytime and nighttime shows, beginning next fall [At Deadline, April 8]. DuPont deNemours (Zerone), Wilmington, Del., for first time in six years, returning to network radio with about 40 fiveminute shows weekly featuring Bea Wain and Andre Baruch on ABC Radio, through BBDO, New York. Meanwhile Ford Motor Co. in addition to its radio activity, dropped its ABC-TV Ford Theatre and has bought a half of Crisis, Monday, 10-10:30 p.m. on NBC-TV. Agency for Ford: J. Walter Thompson Co., N. Y. General Motors Corp. (Pontiac Div.) will invest $600,000 in four week campaign on NBC Radio, starting today (Monday), buying onequarter of network's News on the Hour, covering 17 five-minute newscasts. Agency: MacManus, John & Adams. C&W May Expand Further CUNNINGHAM & WALSH, which recently absorbed two other standing agencies and set up new executive management structure, is in talking stage with still another company re proposed working agreement, it's learned. While agency is one of lesser known entities in advertising field, such an arrangement, it's felt, would mean further expansion by C&W, which absorbed Brisacher, Wheeler & Staff and The Mayers Co. few months ago. S.D. Community Relay Approved FCC granted Blackhills Video Co. authority to construct microwave relay between Denver, Colo., and Rapid City, S. D., to feed Denver tv signals to community antenna system in South Dakota city. Competitor Bartlett & Reed Management withdrew. AT&T was allowed to intervene. Rapid City antenna system to be built by Midwest Video Corp. APRA Honors NBC NBC Friday was awarded American Public Relations Assn.'s "Certificate of Achievement" for its "public relations efforts to acquaint American people with values of network service." FCC Defends Allocations Policy In Answering Hennings' Queries THE FCC defended its allocations policies towards networks against allegations of possible network monopoly last Friday in written answers to recent questions by Sen. Thomas C. Hennings Jr. (D-Mo.). Copies of FCC answers to Sen. Hennings' ten questions, directed to Commission last month following their interrogation by Senate Commerce Committee, were released Friday by Senate Communications Subcommittee office. Though not referring specifically to the St. Louis ch. 11 grant to CBS last month, FCC statement asserted "we do not believe any significant monopoly situation can be created or aggravated" because "Commission's multiple ownership rules place a sufficiently low maximum on the total number of stations which may be owned by any person, including a network . . ." In answer to query about delaying decisions until congressional committees, the Justice Department and its own network study staff complete investigations into network practices and possible antitrust violations, FCC noted: "It is the Commission's position, . . . , that such corrective action ... as might be necessary in the light of any such [antitrust violation] determination should be taken by divestment orders . . ." Statement also added: ". . . the Commission does not believe it would be appropriate under the Communications Act to defer action upon pending applications involving network organizations to await the outcome of the several investigations to which you refer." Cassel Group Purchases Fifth FIFTH station added to T. K. Cassel group with $100,000 purchase of WGGG Gainesville, Fla. (250 w on 1230 kc) from R. M. Chamberlain and associates. Sale, announced Friday and subject to usual FCC approval, handled by Blackburn & Co. Mr. Cassel, in association with others, owns WTVE (TV) Elmira and WTKO Ithaca, N. Y.; WDBF Delray Beach, Fla.; WHCA-AM-FM Chambersburg, WATS Sayre and WBRX Berwick, all Pa., and WOND Pleasantville, N. J. BBDO Elects Three VP's THREE executives elected vice presidents of BBDO, N. Y., Charles H. Brower, general manager, announced Friday. Ben Gedalecia, with agency since 1954 and member of plans board, becomes vice president in charge of research; Ralph H. Major Jr., with agency since 1953, named vice president in charge of public relations, and Henry J. Payne, with firm since 1924 as art director, becomes vice president. Bascom Heads WBC Radio Sales PROMOTION of Perry B. Bascom, eastern sales manager of Westinghouse Broadcasting Co.'s radio division, to national radio sales manager, announced Friday by Alexander W. (Bink) Dannebaum Jr., WBC vice president in charge of sales. Mr. Bascom was appointed eastern sales manager in June 1956. • BUSINESS BRIEFLY Late-breaking items about broadcast business; for earlier news, see Advertisers & Agencies, page 34. SEARCHING FOR ANOTHER • Toni Div., Gillette Co., Chicago, looking for another alternate week sponsorship of a television show for next fall, through North Adv., N. Y. Meanwhile, Toni with alternate week sponsor, DeSoto Div. of Chrysler Corp., has renewed Groucho Marx — You Bet Your Life on NBCTV, probably effective Sept. 26. Toni also renewing People Are Funny on NBC-TV probably will renew Talent Scouts on CBS-TV. QUICKIE SPOTS SET • Sinclair Refining Co., N. Y., buying "quickie" radio spot announcements, five-seconds long, starting at different dates during May on nearly 800 stations. Agency: Morey, Humm & Warwick, N. Y. HOPE FOR WATCHES • United States Time Corp. (Timex watches), N. Y., planning to buy six spectaculars featuring Bob Hope starting in October on NBC-TV. Agency: Peck Adv., N. Y. BRING ON THE GIRLS • General Foods Corp. and Procter & Gamble signed for alternate week sponsorship of Those Whiting Girls on CBS-TV, starting July 1 in Monday 9-9:30 p.m. EDT period succeeding / Love Lucy. Whiting program was summer replacement on CBS-TV two years ago. General Foods agency. Young & Rubicam; P&G agency. Grey Adv., both N. Y. ANOTHER FOR COMO • American Dairy Assn., Chicago, will join list of sponsors on Perry Como Show Saturdays, on NBC-TV, beginning next fall. Agency: Campbell-Mithun, Chicago. RAZOR RADIO • Schick Razor, N. Y., through Benton & Bowles, N. Y., placing radio spot announcement campaign in about 20 markets, starting now and in early May. EIGHT-MARKET DRIVE • Lever Bros. Co. (Dove Beauty Bar soap), N. Y., launching sixweek tv spot campaign May 5 in eight markets: West Hartford-New Britain, Springfield, Mass., Boston, Pittsburgh, Steubenville, Altoona-Johnstown, Washington and Baltimore. Agency: Ogilvy, Benson & Mather, N. Y. STOP 'N SAVE SPENDS • Stop 'n Save Trading Stamp Corp. (Triple-S Blue stamps), subsidiary of Grand Union Supermarkets, Hackensack, N. J., planning 13-week radio spot campaign in approximately 25 New York State markets in June. Agency: Hilton & Riggio, N. Y. PUSH FOR FLIT • Esso Specialties Div. (Flit, household insecticide), N. Y., is planning to spend $150,000 in radio and television to promote Flit during summer season. Advertiser will use its Esso Reporter and spot series starting May 27 to run through July in nearly dozen markets on radio and tv. McCann-Erickson, N. Y., is agency. BOSSES ARE BANNED ADVERTISING agency executives in New York often are invited to cocktail parties for screenings of new tv film series. Their poor, beleaguered secretaries rarely are invited. So, National Telefilm Assoc., New York, decided Friday to invite agency secretaries — and leave Mr. Executive back in office — to preview party Thursday of How to Marry a Millionaire new series produced jointly by NTA and 20th Century-Fox. Broadcasting • Telecasting April 29, 1957 • Page 7