Broadcasting Telecasting (Oct-Dec 1957)

i"-/jr. . BROADCASTING THE BUSINESSWEEKLY OF TELEVISION AND RADIO Vol. 53, No. 16 OCTOBER 14, 1957 RADIO'S ENAMORED CLIENTS TELL WHY • Leading users of medium tell of dollars and cents success • Radio's impact, flexibility, low cost emphasized at RAB clinic The annual turnabout in the radio business took place last week as national advertisers told broadcasters why they like radio and how they use it to increase sales. The words used most were "impact," "flexibility" and "low cost" at the TuesdayWednesday workshop sessions held at New York's Waldorf-Astoria where the Radio Advertising Bureau sponsored its third annual National Radio Advertising Clinic. A keynote was struck by RAB President Kevin Sweeney, who in greeting the approximately 800 advertisers, agency executives and broadcasters attending the clinic, noted: "In total amount of dollars invested in radio by national advertisers, 1957 will be a record year. Both spot radio and network radio will show big increases over 1956 not only in dollars but in the numbers of national accounts employing radio really for he first time in their corporate histories." Another "clearly perceptible trend." Mr. Sweeney said, was that this year, "for the first time in five years, a sizable number of national accounts have invested over 75% of their total budget in radio. All of these upbeat trends make this third . . . clinic more important in its potential contribution to advertisers' planning than either of its two predecessors." Support and dramatic documentation to Mr. Sweeney's sentiments were provided by testimonials from advertisers of beer and cold remedies, soft drinks and gasoline, candy and airlines, cigarettes and auto loans. Radio's selling power was played back Wednesday noon as RAB announced the winners of its annual competition to pick the most effective radio commercials (see pages 30 and 31) and sampled the eight for the audience's benefit. The clinic over by Wednesday afternoon, some 150 RAB members went into closed session for deliberations of their own and a presentation highlighting RAB efforts to increase radio advertising expenditures over the next year. Mr. Sweeney, Vice PresidentGeneral Manager John F. Hardesty and Vice President-Promotion Director Sherril Taylor incorporated magnetic tape and colored slides for their annual preview. Elected at the meeting were nine new directors for one year terms beginning the first of next year. They are: Hugh K. Boice, vice president-general manager, WEMP Milwaukee: Henry B. Clay. executive vice president-general manager. KWKH Shreveport: Victor C. Diehm, president-general manager, WAZL Hazleton, Pa.; Herbert Evans, vice president-general manager, Peoples Broadcasting Corp.. Columbus. Ohio: Frank M. Headley. president. H-R Representatives Inc., New York; Donald H. McGannon, president, Westinghouse Broadcasting Co.; Weston C. Pullen Jr., vice president and manager of radio-television operations, Time Inc., New York; Paul Roberts, president. MBS. and Lester M. Smith, presidentgeneral manager, KJR Seattle. Presiding over the various sessions were Board Chairman Kenyon Brown, KWFT Wichita Falls; executive committee chairman Allen M. Woodall, WDAK Columbus, Ga.; board member Alex Keese, WFAA Dallas, and board member Ben Strouse, WWDC Washington. Luncheon guest speakers for the twoday session were Sen. Wayne Morse (D-Ore.) and Milton Lightner. president of Singer Mfg. Co. and national vice president of the National Assn. of Manufacturers, whose differing approaches to the economic and political scene gave the luncheons a balanced diet of speech-making. An innovation this year was a cocktail reception Tuesday night featuring as honored guests a number of top radio and recording stars. The festive event was held at the Astor gallery of the Waldorf. Following are highlights of the corporate radio success stories presented during the first two days: NO-CAL CORP.-KIRSCH BEVERAGES INC. No-Cal is a calorie-free soft drink beverage, introduced in 1952. Radio figured importantly then and has continued to do so ever since, the Brooklyn firm setting 60% of its annual advertising budget for the medium. Radio is used exclusively in the offseason months of January and February to keep the brand name before the public. Speaker Milton Wolff, advertising manager of No-Cal, noted the emphasis the firm has placed on radio: "Each time we open a new market, radio is the spearhead of our advertising and promotion. So far, we have found this a most economical and productive way to advertise in franchise territories. Radio will continue to have an important NINE WHO TESTIFY FOR RADIO Among radio's advocates at RAB*s clinic last week, nine were particularly articulate. Their documented testimonials are summarized on this and the following pages. The nine: • NO-CAL-KIRSCH BEVERAGES Puts 60% into radio • ANHEUSER-BUSCH Spends $2.5 million in spot • WHITMAN CANDY Tried tv, likes radio better • PHILIP MORRIS Put — and kept — radio on the road • SINCLAIR Turned 5 seconds into a gold mine • TRANS WORLD AIRLINES Radio helps keep it in the air • GROVE LABS Makes radio pay for three products • BEST FOODS Uses both network, spot to advantage • UNIVERSAL CREDIT Sings praises of local radio Broadcasting October 14, 1957 • Page 27