Broadcasting Telecasting (Apr-Jun 1957)

ADVERTISERS S AGENCIES It is • I easier to reach BALTIMORE when you ride with REPRESENTED BY JOHN BLAIR AND CO. Page 46 • June 10, 1957 audience and also developing a better understanding of the functions of an agency. The factual, 45-50 second spots were aired between 7 and 10 p.m. on KDFC-FM. The agency felt they succeeded in airing its name before opinion groups — and in a specific instance, was told by a new national client that several of the company's executives knew of the firm through the KDFC-FM schedule. 60-SECOND SUCCESS • Latest entry in the success files of WHBQ-TV Memphis shows how a little television time can accomplish large results. The long and the short of it: 17 homes sold for Wallace E. Johnson Realty Co. through a one-minute live spot on WHBQ-TV's late evening Million Dollar Movie. Time & Copy Inc., which places the weekly spot for Johnson Realty, wrote the station: "Our pleasure and elation in this type of sales success is exceeded only by our client's." NEWS MEANS BUSINESS • KGYN Guymon, Okla., introduced Jackson's Drug Store to radio eight years ago — and 3,000 news broadcasts later, there's no end in sight. Sponsorship of the local news broadcasts has brought consistent increases in business to the firm. To mark the 3,000 mark, station and store planned a special promotion. John Gray, manager of KGYN, moved a Hammond organ to the store for a regular 40-minute program, Among My Souvenirs. Response from the overflow crowd and from telephone requests was so "demanding," the station reports, that a second broadcast was scheduled for the afternoon. Los Angeles PR Agency to Merge With McCann-Erickson Subsidiary CONSOLIDATION of the Harry Bennett Public Relations Agency, Los Angeles, with Communications Counselors Inc., New York, international public relations organization, was to be announced jointly yesterday (Sunday) by Harry Bennett and W. Howard Chase, president of CCI. The latter is a wholly-owned subsidiary of McCannErickson Inc. The Bennett organization, which has operated in the Los Angeles area for nearly 20 years, will become the Los Angeles office of CCI, with headquarters at 3440 Wilshire Blvd. The entire staff of the local firm will continue with the new organization, the announcement said. Mr. Bennett will be vice president of CCI and manager of the Los Angeles office. CCI was formed a year and a half ago and serves more than 40 major national and international organizations. It has offices in New York, Chicago, Detroit, Washington, D. C. Atlanta. London, Paris and Brussels. Gomalco Sells 'Wally & Beaver' FIRST film series offered by Gomalco Productions (George Gobel and David P. O'Malley) was sold to CBS-TV last week for $4 million in an arrangement calling for production of the half-hour comedy series, Wally and the Beaver, according to the production unit. The program will fill the 7:30-8 p.m. period on Fridays, beginning Oct. 4. The series will be on a 52-week year basis with 39 half-hour shows and 13 reruns. Stars are 12-year-old Paul Sullivan as Wally and 8-year-old Jerry Mather as Beaver. Creators of the series and the writers are Joe Connelly and Bob Mosher. AMA Urges 'Careful Screening' Of Patent Medicine Radio-Tv Ads THE American Medical Assn.'s House of Delegates, top policy-making body of organized American medicine, last week officially urged "more careful screening" of patent medicine advertising on radio and tv. In a resolution adopted at a meeting in New York, the House went on record as recommending that the AMA board ""augment its liaison with the television and radio industry" with regard to the screening of such commercials. It also commended ' the efforts of such agencies as the Federal Trade Commission and the FCC in their current program of enforcement of the laws governing the advertising of patent medicines." As reason for the action, the resolution said that "the public is constantly exposed to misleading advertising, both visual and oral, via television and radio, by the purveyors of patent medicines, thereby inviting the listeners to self-treatment of a variety of ailments or conditions." Because "each individual is unto himself a distinct and separate problem . . . oftentimes making these drugs contra-indicated," the resolution continued, "these [advertising] representations tend to cause irreparable harm to the general population in their efforts to treat themselves by the usage of such drugs." Dallas Builders Use Air Media In Institutional Home Campaign HOME building in Dallas County (Tex.) dropped last year 40% below the preceding year's 15,000 units started. Comparing this with a national decline of 16%, the Home Builders Assn. of Dallas County has collected $100,000 to sell consumers on the security of a home. It has engaged Wyatt & Bearden advertising agency of Dallas to create an institutional campaign patterned on the automotive industry's psychological selling and using radio-tv as substantial guns in an all-snedia barrage. A typical radio-tv jingle urges the family "on a house-hunting spree . . . 'cause you're sure to find just exactly the kind of a home that spells security." In an aggressive bid for the big-money dollar, ads will counsel prospects to buy a home "first" (before other expensive items) and will play on all emotions to this end. Accompanying the bid will be various programs to educate the Dallas public on homebuying economics. The Dallas builders plan live telecasts from their annual home show next fall. And if they decide to carry the campaign into next year, a tv series on building a home may be in the offing. Broadcasting Telecasting