Broadcasting Telecasting (Apr-Jun 1957)

ADVERTISERS AND AGENCIES Busch is now spending about $4.5 million on radio and tv — with roughly 65% of that sum in radio for Budweiser, plus more than $1 million of a $2 million outlay in broadcast media for Busch Bavarian beer, most of it for St. Louis Cardinals' baseball radio-tv coverage. The Budweiser campaign includes radio and/ or tv in some 150-160 markets. Fla. Citrus Ad Director Leaves In Disagreement Over Policy PAUL S. PATTERSON, advertising director of the Florida Citrus Commission, Lakeland, has resigned following a disagreement on policy. At the time of the resignation the commission deferred action on its $7 million budget and appointed Frank D. Arn, merchandising director, as acting director of advertising. Mr. Patterson said he was asked to resign after he opposed the product-by-product advertising campaign of Benton & Bowles, which he contends has not kept demand for citrus fruit at a high level. Advertising manager of the Florida Citrus Commission for more than four years, Mr. Patterson advocated a return to the commodity type program," in which consumers were urged in one advertisement to buy Florida oranges — fresh, canned or frozen. He contends the present program, now two years old, has done "little or nothing" to expand total orange consumption, but rather uses advertising "to switch consumers back and forth from fresh to frozen and from canned to fresh." Commission representatives were in New York Thursday for a review of next year's plans by its agency, Benton & Bowles. The commission had been seeking ways of cutting the $7 million budgeted for next year but postponed action until a meeting of its budget and advertising committees May 29. Income, derived from a tax on fruit, has been estimated at $7.3 million for the coming season, and it is feared the advertising figure of $7 million comes too close to the total income. Old Gold Filter Cigarette Begins Saturation Campaign P. LORILLARD Co.'s newly-redesigned red-white-gold Old Gold filter cigarette package will begin making its national debut today (Monday) as the cigarette firm kicks off an all-media drive that's described by company officials as being "on a saturation scale usually reserved for new brands." Through Lennen & Newell, its agency, Old Gold filter will be seen and heard on 107 radio-tv stations, as well as on the CBSTV lineup of affiliates carrying The Jackie Gleason Show and those independent outlets carrying NTA Film Network's Premiere Performance. Jingles, done in modern jazz idiom and highlighting "the best taste yet in a filter cigarette" have been tested for three months in the New York-New England market. At this time, filter pack distribution has been effected in 35 states, and Lorillard expects to complete national distribution by midyear. IGNITING NBC Radio promotion plans for Columbia Pictures' "Fire Down Below" [At Deadline, May 13] are (left) Matthew J. Culligan, vice president in charge of NBC Radio Network, and Paul M. Lazurus Jr., vice president in charge of advertising and publicity for Columbia Pictures. The Rita Hayworth-Bob Mitchum movie ads will be spotted on a threeweek saturation basis on People Are Funny, Bandstand and Monitor, starting the last week in June. Pontiac Signs for 10 CBS Shows, Fisher for Craftsman's Awards PONTIAC MOTORS DIV., General Motors Corp., last week followed through on reports that it was expanding its radio expenditures [At Deadline, May 13] by signing for 30 five-minute "Impact" segments on CBS Radio. The purchase calls for participations in the following CBS shows between this past weekend and June 1: Robert Q. Lewis Show, Galen Drake Show, Amos 'n Andy, Gunsmoke, Saturday Night Country Style, Suspense, Johnny Dollar, FBI in Peace and War, and the Mitch Miller Show. The contract was negotiated through MacManus, John & Adams, Bloomfield Hills, Mich. At the same time, another GM division, Fisher Body, through Kudner Agency, Detroit, signed for sponsorship of the network's exclusive coverage of the Craftsman's Guild annual awards dinner in Detroit July 30, 9:30-10 p.m. Other advertisers signing with CBS Radio this past week included American Home Foods Div. of American Home Products Inc., through Young & Rubicam, for a weekly 15-minute segment of Arthur Godfrey Time, effective July 3 and Cowles Magazines Inc., on behalf of Look magazine, for an additional segment of the Robert Q. Lewis Show this past Friday. Agency for Cowles is McCann-Erickson. Phillips Heads L.A. Copy Club THE Los Angeles Copy Club last week elected three new officers: president, Kal Phillips, J. Walter Thompson; vice president, Bob Humphreys, Foote, Cone & Belding, and secretary-treasurer, Charles Coleman, BBDO. These men will hold office for the next year. Tom Dillon, vice president of BBDO, is the outgoing Copy Club president. 'Chicago Tribune' Schedules Advertising-Distribution Meet SPEAKERS for the Chicago Tribune's eighth annual advertising and distribution forum today (Monday) and tomorrow have been announced, with 21 business leaders scheduled to discuss aspects of marketing. The opening session Monday will evaluate marketing, under chairmanship of Fairfax Cone, president of Foote, Cone & Belding. Panelists will include W. B. Potter, advertising director, Eastman Kodak Co.; Edward R. Taylor, vice president, Motorola Inc.; Herbert B. West, vice president, BBDO, Peter G. Peterson, vice president, McCannErickson Inc.; Virgil Martin, vice president and genera] manager, Carson, Pirie, Scott & Co., and John A. Howard, associate professor of marketing, U. of Chicago. A Tuesday morning session on marketing in retailing, moderated by Fred C. Hecht, general retail merchandise and sales manager at Sears, Roebuck & Co., will include L. O. Naylor, vice president and general merchandise manager, Montgomery Ward & Co.; George Clements, president of Jewel Tea Co.; James Moran, Courtesy Motor Sales; Milton D. Faber, president, Stineway Drug Co.; Sol Polk, president of Polk Bros., and Hermann Stephens, vice president, Henry C. Lytton & Co. Vincent Bliss, president of Earle Ludgin & Co., will be chairman of the afternoon panel on imaginative and creative communication of ideas to the consumer. Participants will be Barton A. Cummings, president Compton Adv. Inc.; Clarence Hatch Jr., executive vice president, Campbell-Ewald Co.; Richard T. Cragg, sales manager, R. Cooper Jr. Inc.; Hal Stebbins, president, Hal Stebbins Inc.; William Tyler, vice president, Leo Burnet Co.; Mrs. Edward L. Bernays, public relations counsel. In announcing the agenda, Walter C. Kurz, Tribune advertising manager, pointed out that a new marketing concept has emerged with unification of advertising and selling into a single function. Jewel Tea Chooses North Adv. For Tv Ads & Market Research JEWEL TEA CO., Melrose Park, 111., has appointed North Adv. Inc. to handle television advertising for its stores and to conduct a series of consumer research assignments, the agency announced Thursday. James Green, member of North's account staff, will supervise Jewel services in addition to "regular account management responsibilities." North also will consult with Jewel on print and special projects. Jewel uses program and spot announcements in Chicago only, where it maintains 180 stores (though it has truck distribution of products in some 43 states). Christiansen Adv. Agency will continue to handle Jewel radio advertising. North simultaneously announced the addition of Arnold Paley, from Henri, Hurst & McDonald, Chicago, to its creative staff. Mr. Paley is a copywriter specializing on food, appliance and soft goods accounts. Page 36 • May 20, 1957 Broadcasting • Telecasting