Broadcasting Telecasting (Oct-Dec 1957)

ADVERTISERS & AGENCIES continued LIVE NETWORK Live network . . . resurgent, terrific ABC . . . returning all the favorite shows that put us in first place last season — plus a dozen great, new sure-fire hits. More life — more lift — more showmanship with ABC on Houston's "live" BUSINESS BRIEFLY WHO'S BUYING WHAT, WHERE station! turn to Page 68 LAND BOOM • An advertising appropriation of close to $2 million was announced yesterday (Sunday) by the Mackle Co., Miami, reportedly one of the largest home building and land development firms in the nation. Entire expenditure will back a 10-week campaign to advertise Port Charlotte, a new Mackle community on the southwest Florida coast. Advertising will be handled through Erwin, Wasey, Ruthrauff & Ryan, New York. The firm plans to use 40 tv stations in 25 markets, with radio advertising going on 175 stations in 66 cities. A heavy print schedule is planned. Of the total expenditure, a quarter of a million dollars has been allocated for promotion in Florida media. For the past six months, the firm has been setting up dealerships with real estate organizations in northeastern states. The company hopes to make it as easy as possible to buy a Florida homesite, with the intensive ad campaign designed to simulate that end. MAY BUY MORE • Block Drug, Jersey City, N. J., considering tv schedule in about 20 secondary markets. If campaign is approved it will start this month. Sullivan, Stauffer, Colwell & Bayles, N. Y., is agency. COMMERCIAL TREATY • American Home Products, Whitehall Pharmacal Div., N. Y., has signed for one-third sponsorship of "Premiere Performance" package of 20th Century-Fox films in 17 Canadian markets, starting this week. Agency is Young & Rubicam, Toronto, Ont. Markets, ordered on a 52-week basis, are Montreal, Que.; Barrie, Kingston, Kitchener, London, Peterborough, Ottawa, and Toronto, all Ont.; Vancouver, B. C; Regina, Sask.; St. John and Moncton, both N. B.; Halifax and Sydney, both N. S.; Calgary and Edmonton, Alta., and Winnipeg, Man. SEVEN FOR SOUP • Rancho Soup Co., Sunnyvale, Calif., starting heavy spot tv campaign to run through February. Cam paign, consisting of 10-second ID's, will use tv in seven western markets: San Francisco, Los Angeles, San Diego, Fresno, Sacramento, Seattle, and Portland. Schedule will run up to 30 spots per week, with an average of 14. Spots will promote Rancho soup line and its "Red Scissors" premium coupons. Agency: Nelson/Baker/Inc, S. F. ABN'S FORWARD LOOK • Chrysler Corp., Detroit, has signed with American Broadcasting Network for 5 five-minute segments weekly of Breakfast Club (Mon.Fri., 9-10 a.m.), and 10 ten-minute newscasts weekly effective last Thursday. On Oct. 31, sponsorship of newscasts will be assumed by corporation's Chrysler Div. Agency: McCann-Erickson, Detroit. MBS TRIO • Kraft Foods Co., Chicago, has renewed sponsorship of its Kraft Five-Star News programs on Mutual effective immediately, while Chrysler Corp. and General Foods also signed new Mutual sponsorship contracts. Kraft will expand its programming on MBS to include regular participations in network's "multi-message" weeknight dramas. General Foods has signed for 30 eight-second newscast adjacencies per week' for Jell-0 through Young & Rubicam. N. Y. Chrysler, in behalf of all its cars, has bought series of adjacencies to run through Oct. 30. McCann-Erickson, Detroit, is Chrysler agency, while agency for Kraft is Needham, Louis & Brorby, Chicago. BUDGET INCREASE • Lutheran Laymen's League, St. Louis, has earmarked $1.45 million for its Lutheran Hour for 1957-58 season radio broadcasts in U. S. and overseas, a $150,000 increase over past year's budget. Budget is divided equally between U. S. and overseas radio; in U. S., Lutheran Hour (Sun., 1:30-2 p.m.), begins 23rd year on Mutual, with 314 stations. Additionally, program is carried on 85 NBC outlets, 234 independent stations. Agency: Gotham-Vladimir, N. Y. EDSEL PITCHES BIG NIGHT IN FREE TV Edsel Div. of Ford Motor Co. last week invited all its dealers to watch "The Million Dollar Night in Television" Oct. 13 — at an estimated per viewer cost of little over two cents for electricity to view 3Vz hours of special network shows. In a letter to dealers, Robert F. G. Copeland, assistant general sales manager of the division, cited the special Edsel Show with Bing Crosby and Frank Sinatra on CBS-TV (8-9 p.m.) and also urged them to watch the preceding Pinocchio on NBC-TV (6:30-7:30 p.m.) and the following 75th Anniversary Standard Oil of New Jersey telecast on NBC-TV (9-10:30 p.m.). An estimated $1.4 million is being spent in time and talent for the three special programs "which the average viewer can see in his home for the cost of 2.1 cents in electricity," according to a spokesman at Foote, Cone & Belding, which handles the Edsel account. For that price, he suggested, alluding to pay tv arguments, viewers can see Messrs. Crosby and Sinatra, Louis Armstrong and Rosemary Clooney on the Edsel Show; Mickey Rooney, Walter Slezak and Fran Allison on Pinocchio and Tyrone Power, Jimmy Durante, Marge and Gower Champion, Bert Lahr, Jane Powell and others on the Standard Oil commemoration program. Mr. Copeland expressed gratification that Edsel is making its debut on a night destined to be perhaps the biggest in television's history. KTRK-TV CHANNEL 13 HOUSTON Page 50 • October 7, 1957 Broadcasting • Telecasting