Broadcasting Telecasting (Jan-Mar 1957)

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Advertising Age is must reading for us says HOWARD H. McCULLY Vice President Morton Frozen Foods, Inc. "Advertising Age is must reading for both the writer and our sales promotion department. I look forward to my reading of Advertising Age not only for information as to what is going on, but also as a source of ideas that we can use in our selling and merchandising program/' HOWARD H. McCULLY Mr. McCully's first employment took him to the Kroger Co. 25 years ago, with aspirations of gaining merchandising experience which would eventually lead him to the advertising agency business. In 1953, following advertising and sales managerial positions with Durkee's Famous Foods, American Home Foods and Minute Maid Corporation, Mr. McCully joined Morton Frozen Foods, Inc. as vice-president in charge of marketing. Mr. McCully's interest in the development of frozen food merchandising has absorbed his time and effort to the point where he never did get around to the agency business as he originally contemplated. ® Q00 7 Year (52 issues) $3 Broadcasting • Telecasting Up-to-the-minute news of advertising and marketing, reports of marketing trends, sharp analyses of marketing methods — all are vitally important these days to the executives who are important to you. That's why you will find Ad Age getting "must" Monday-morning, Monday-evening readership — not only in the offices and homes of those who activate, but those who influence major market and media decisions. Morton Frozen Foods, for instance, ranks today as one of the largest packers of frozen foods and is an important broadcast advertiser. In this industry where some $6,495,000* was spent in 1956 on just spot TV, Morton expenditures accounted for over $467,000** during the first nine months. Every week, Ad Age gets read, routed and discussed by advertising and marketing executives at Morton's. Further, 39 paid subscription copies of AA get "must" reading at the agency handling Morton advertising, Ted Bates and Company. Add to this AA's 37,000 paid circulation, its tremendous penetration of advertising with a weekly paid circulation currently reaching over 10,000 agency people alone, its intense readership by top executives in national advertising companies, its unmatched total readership of over 141,000 — and you'll recognize in Advertising Age a most influential medium for swinging broadcast decisions your way. "Advertising Age, February 18 Issue **N. C. Rorabaugh Co. for Television Bureau of Advertising 2 0 0 EAST ILLINOIS STREET • CHICAGO 11, ILLINOIS March 18, 1957 • Page 87