Broadcasting Telecasting (Apr-Jun 1957)

ADVERTISERS AND AGENCIES 'Court of Last Resort' Series Bought by Old Gold on NBC-TV P. LORILLARD Co. (Old Gold cigarettes) will sponsor Court of Last Resort on NBC ! TV as a Friday evening series, starting Oct. 4. The series is based on cases investigated by the seven-man court, founded by mystery ' writer Earle Stanley Gardner and Harry Speeger, publisher of Argosy magazine, for ; the purpose of freeing wrongly convicted prisoners. Other members of the court are Raymond Schindler, private detective: Dr. LeMoyne Snyder, author and expert in the field ; of legal medicine; Alex Gregory, psychia' trist and expert in the use of the lie detector; | Marshall Houts, professor of police science | at Michigan State U.; Park Street Jr., trial ' lawyer and past president of the Texas Law ]' Enforcement Foundation. Real names of the j court members will be used in the telecasts, but they will be portrayed by actors. The series, to be filmed in Hollywood by j aisano Productions, will be produced by lies C. Goldstone, chosen because of his i| iegal background and his experience in mo !tion pictures as a literary representative. Arrangements for the sponsorship were made by Lennen & Newell, agency for Old Gold. Paisano Productions is headed by Gail Patrick Jackson, actress turned producer and vife of Cornwell Jackson, vice president and manager of the Hollywood office of J. Walter Thompson Co. Time is 8-8:30 p.m. FriH day. The cost of the 39 filmed telecasts to Tlard is estimated at $4.5 million for . ction and time. II ueai Toys to Promote Doll fin 16 Cities With Tv Spot IDEAL TOY Corp., New York, which last ear promoted a Revlon doll, kicked off a |-)16-city tv spot campaign last week on behalf of a lOVi-inch miniature version of the doll, this one called "Little Miss Revlon." | Ideal is using 26 top-rated children's proU grams, e. g., Our Gang, Looney Tunes, "'Popeye, showcasing "Little Miss Revlon" in one-minute film participations. Ideal has an agreement with Revlon Products Corp. (cosmetics) to use the Revlon name for its doll. Ideal tested its campaign last month via WRCA-TV New York and WXYZ-TV Detroit and found it to be "so successful," to quote one Ideal official, that the firm has decided to "go national." The move is slightly irregular for the doll industry, which usually saves its big tv push for the preChristmas season. At present, it is spending $40,000 on tv spots alone and expects to double that figure by mid-June, "assuming no snags develop." Grey Adv., New York, is Ideal's agency. R&R Reorganizes Chicago Copy CLOSER integration of creative and copy services is being announced today (Monday) by Ruthrauff & Ryan's Chicago office with the reorganization of its copy department and key appointments. Jack Friedman has been named copy chief ind three others — James Beardsley, William Rooks and George O'Leary — copy group heads, it is being announced by H. B. Groseth, executive vice president in charge of the agency's Chicago office. They will work closely with William P. Littell, senior vice president for creative services. The appointment of Mr. O'Leary, veteran R&R copy executive, marks his return to the agency. Texaco Buys Weather Series For Seafarers on WSTC, WGSM THE Texas Co. (Texaco) last Friday started a series of special summer weathercasts for small boat owners, using a series of 394 weathercasts plus one-minute commercial messages on WSTC Stamford, Conn., and WGSM Huntington, N. Y. Seventeen spots are being used in an average week with an additional eight to be placed on Memorial, Independence and Labor Days. The series ends Oct. 12. With these weathercasts, Texaco covers Long Island Sound and the Great South Bay. Texaco waterfront dealers (estimated at 50 in the broadcasts' range) are supporting the series with poster display cards that will give exact time schedules. The weathercasts present various technical information necessary to seafarers. They are prepared with the advice and help of Ernest J. Christie, meteorologist in charge of the U. S.. Weather Bureau in New York and Al Kanrich, chairman, Weather Courses committee, U. S. Power Squadrons. Cunningham & Walsh, New York, is Texaco's agency. ANA Sets Ad Research Workshop THE third annual advertising research workshop will be held Thursday at the Plaza Hotel, New York, the Assn. of National Advertisers has announced. Theme of the program will be "How to Use Research in Planning and Measuring Your Advertising." On the program is "A New Creative Approach to Testing Tv Commercials," a talk by Albert Shepard, executive vice president, Institute for Motivational Research. Seven-Up to Saturate N. Y. With 800-Spot Radio Drive SEVEN-UP Co. and New York area bottlers of the soft drink have announced plans for a week-long campaign on New York area radio stations beginning Saturday. J. Walter Thompson Co., Chicago, agency for SevenUp, says it is the biggest mass saturation buy in local radio history and largest singleweek, single-market product campaign Seven-Up has ever conducted. Selected to carry seven announcements every hour from 7 a.m. to midnight through May 31 are WCBS, WOR, WRCA, WMCA, WINS, WNEW, WOV, WHOM and WQXR, all New York, and WPAT Paterson, N. J. The advertiser expects its 800 live and transcribed spots to reach 7 million radios (home and auto) in 24 counties. How Tv Affects Trademarks TELEVISION has exerted a "tremendous influence" on trademarks, Sigrid H. Pedersen. attorney for J. Walter Thompson Co., New York, told the U. S. Trademark Assn. meeting in Chicago last week. She said that in food and groceries alone more than 80% of the manufacturers made a "trademark or package change of some kind" during the last two years largely because of tv and super-market retailing. Noted Miss Pedersen: "Each advertisement contributes to that complex symbol which is summed up in the buyer's mind by the trademark. And so the trademark should lend itself to advertising's most effective techniques." NETWORK BUYS Ronson Corp., Newark, set to sponsor two of five weekly quarter-hours in NBC-TV's forthcoming NBC News series, which starts in Mon.-Fri. 6:45-7 p.m. EDT spot in September. Agency: Norman, Craig & Kummel. N. Y. U. S. Rubber Co., N. Y., renews sponsorship of Navy Log for 1957-58 season, when series moves to Thursday 10-10:30 p.m. HOW PEOPLE SPEND THEIR TIME THERE WERE 122,673,000 people in the U. S. over 12 years of age during the week. May 5-11. This is how they spent their time:* 63.6% (78,020,000) spent 1,565.6 million hours watching television 53.0% (65,017,000) spent 952.5 million hours listening to radio 78.9% (96.789,000) spent 382.2 million hours reading newspapers 27.5% (33,735,000) spent 138.5 million hours reading magazines 20.8% (25,516,000) spent 226.2 million hours ... watching movies on tv 33.5% (41,095,000) spent 168.5 million hours attending movies These totals, compiled by Sindlinger & Co., analysts, Ridley Park, Pa., and published exclusively by B«T each week, are based on a 48-state, random dispersion sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "activity" report, from which these weekly figures are drawn, furnishes comprehensive breakdowns of these and numerous other categories, and shows the duplicated and unduplicated audience between each specific medium. Copyright 1957 Sindlinger & Co. • All figures are average daily tabulations for the week with exception of the "attending movies" category, which is a cumulative total for the week. Sindlinger tabulations are available within 2-7 days of the Interviewing week. Broadcasting • Telecasting May 20, 1957 • Page 39