Broadcasting Telecasting (Oct-Dec 1957)

more extensive use of Monitor starting in about two weeks, when the new Ramblers start rolling into dealers' showrooms. Some tv spot certainly will be used, points out Geyer radio-tv vice president Ray Mauer. Though AMC officials are quite upset about the allegation that they have cut back tv in order to allow for more radio spot, preferring instead to say that "the essence of successful advertising is a change of pace," a quick look at AMC's fiscal situation will prove the contention. During the first three quarters of the 1957 fiscal year (Oct. 1, 1956-July 1, 1957), AMC sales dropped from $320 million to $288 million, in turn registering a $6.5 million loss for the first nine months of the fiscal year. This loss was but a third of what AMC reported lost for the previous fiscal year, due in part to its disposal of some $10.5 million worth of Ranco Inc. (AMC subsidiary) stock. While Rambler roared ahead in sales, Nash and Hudson lagged woefully behind, with the end result being the abandonment last month of both those models. With AMC forced, therefore, to measure success in terms of reporting reduced losses, observers reason that a principal way of cutting costs still further was to curtail tv. From here on in, AMC's automotive division will put all of its chips on the small car production, with the exception being the standard sized Rambler Ambassador model, and it will enlarge both Rambler and Metropolitan lines to include some 20 different models. And what better way, figure both AMC and Geyer executives, of selling small cars is there than making big car owners dissatisfied with their present makes via weekend — and roadside — radio? Western Region of AAAA Elects Guild Chairman Walter Guild, president, Guild, Bascom & Bonfigli, San Francisco, was elected 1958 chairman of the Western Region of the American Assn. of Advertising Agencies Friday at the open ing of the region's 20th annual convention at Sun Valley, with more than 400 members attending. Other new officers are Norton W. Mogge, Mogge-Privett, Los Angeles, vice chairman, and Robert Knollin, Knoll in MR. guild Advertising Agency, San Francisco. New governors elected: Reinhart Knudsen, Botsford, Constantine & Gardner, Seattle; Ivan Shun, Advertising Counsellors of Arizona, Phoenix; Virgil A. Warren, Virgil A. Warren Co., Spokane; Roy Campbell, Foote, Cone & Belding, Los Angeles, retiring chairman; George Clinton, Joseph R. Gerber Co., Portland. Elected ex-officio governors were Alfred A. Atherton, Atherton Advertising Agency, Los Angeles, chairman of the Southern California council; George B. Richardson, Young & Rubicam, San Francisco, chairman of the Northern California council; Milton Foland, Pacific National Advertising council; Donald B. Kraft, Honing-Cooper. Seattle, chairman of the Puget Sound coun COLORCASTIN^ The Next 10 Days Of Network Color Shows (All Times EDT) CBS-TV Oct. 15, 22 (9:30-10 p.m.) Red Skelion Show, S. C. Johnson & Son through Foote, Cone & Belding and Pet Milk through Gardner Adv. NBC-TV Oct. 14-18, 21-23 (1:30-2:30 p.m.) The Howard Miller Show, participating sponsors. Oct. 14, 21 (7:30-8 p.m.) The Price Is Right, Speidel through Norman, Craig & Kummel. Oct. 15-18, 21-23 (3-4 p.m.) Matinee Theatre, Participating sponsors. Oct. 15 (8-9 p.m.) Eddie Fisher Show, RCA-Whirlpool through Kenyon & Eckhardt and Liggett & Myers through McCann-Erickson. Oct. 16, 23 (9-10 p.m.) Kraft Television Theatre, Kraft Foods Co. through J. Walter Thompson Co. Oct. 17 (7:30-8 p.m.) Tic Tac Dough, Warner-Lambert through Lennen & Newell. Oct. 17 (9:30-11 p.m.) Hallmark Hall of Fame, Hallmark through Foote, Cone & Belding. Oct. 19 (1:15 or 2:15 p.m. to conclusion) NCAA Football Game, participating sponsors. Oct. 19 (8-9 p.m.) Perry Como Show, participating sponsors. Oct. 19 (10:30-11 p.m.) Your Hit Parade, Toni through North Adv. and American Tobacco through BBDO. Oct. 20 (6:30-7 p.m.) My Friend Flicka, sustaining. • Oct. 20 (8-9 p.m.) Steve Allen Show, participating sponsors. Oct. 20 (9-10 p.m.) Dinah Shore's Chevy Show, Chevrolet through Campbell-Ewald. Oct. 22 (8-9 p.m.) George Gobel Show, RCA-Whirlpool through Kenyon & Eckhardt and Liggett & Myers through McCann-Erickson. cil; Robert Coons, Virgil A. Warren Advertising, Spokane, chairman of the Spokane council. *Mr. Guild has been in the agency business since the late 1930s, following a varied career as musician, orchestra leader, radio producer, director and actor. The agency he heads was organized in 1949, when it billed $200,000, and has had a rapid growth with billings of $10 million this year. Wolf Leaves Ruthrauff & Ryan Over Differences in Policy George Wolf, vice president and director of the radio and television department of Ruthrauff & Ryan, New York, for 3Vi years, has resigned because of a difference of opinion with the newly merged E r w i n W a s e y management over the structure and administration of the new radio and tv department. Under the original plans of the R&R and Erwin Wasey merger, Mr. Wolf was to be vice president and in charge of the department, with Rollow Hunter, director of radio and television for Erwin Wasey, reporting to Mr. Wolf. But in view of Mr. Wolf's resignation, Mr. Hunter probably will head the department for the merged agencies. Mr. Wolf prior to joining R&R was vice president at Geyer Adv. and before that was with Foote, Cone & Belding for seven years. Dyke, Y&R V.P., Retires Ken R. Dyke, vice president of Young & Rubicam, New York, has retired from the agency and the advertising business, it was announced last week. Mr. Dyke joined the agency in 1949 as vice president in charge of publicity and public relations and subsequently served as assistant to Sigurd Larmon. president of the agency, and more recently as vice president in the Y&R's international division. Before joining Y&R he was vice president in charge of programming at NBC. A former chairman of the board of Assn. of National Advertisers, he was a brigadier general in World War II on the staff of Gen. Douglas MacArthur. Vernon Buys Control of Ruppert Firmly scotching earlier reports this past summer that Jacob Ruppert Brewery, New York, was on the block, board chairman Murray Vernon has taken full control of the brewery by acquiring 84,000 shares of stock. The Anheuser-Busch (Budweiser) Brewing Co., St. Louis, attempted to buy out Ruppert several months ago, but negotiations fell through. The 84,000 shares were purchased from Mrs. Anna Schalk Krieger and J. Ruppert Schalk. No price was issued. Ruppert sponsors local telecasts of sports events and uses considerable spot. Agency is Warwick & Legler, New York. Broadcasting October 14, 1957 • Page 37