Broadcasting Telecasting (Oct-Dec 1957)

ADVERTISERS & AGENCIES CONTINUED ROOM TO BREATHE WOLF assures advertisers adequate room for their commercials to breathe. We believe that the growing practice of double, triple and quadruple spotting is a threat to radio's future progress. Adequate separation is not a new policy with WOLF. It is as old as the station itself; a proven sales formula that has brought in consistent renewals through the years from pleased clients— top national advertisers. It builds greater sales through greater impact. We never had it so good — why spoil it. RATING for RATING . . . RATE for RATE in CENTRAL NEW YORK it's -i/t/L National Sales Representatives THE WALKER COMPANY SYRACUSE, N.Y Page 62 October 21, 1957 CBS-TV's The $64,000 Question on WTVJ (TV). Last summer network commercials for the new Sun Oil were placed on The $64,000 Question along with the announcements for Silicare. With roughly 25% of the agency's projected $13 million billing for the fiscal year 1958 in broadcast media, remaining radiotv users include Cott Beverage Co. (including the recently acquired Mission of California Co.), billing $200,000 of the $600,000 budget in spot radio and tv in 25 radio markets and 10 tv markets; Albert Ehlers Inc. (coffee), currently out of broadcasting but expected to return shortly with its total $400,000 budget in radio-tv, and David Kahn Inc. ( Wearever pens and pencils) spending onethird of its $300,000 budget in cooperative drugstore spot pushes. DR&J has come a long way in radio-tv since July 1, 1950, when the agency was formed by John C. Dowd, president of the Boston agency bearing his name, LeGrand Redfield, formerly with Picard, Marvin & Redfield, now a vice president of Wesley Assoc.. and Ed Johnstone. Still to make their entry felt in broadcast media are the following Revlon products newly assigned to DR&J: Thin Down, a reducing agent; a new face makeup named Sponge Cake; an eye drop preparation known as Eye Fresh, and "Hair Spray No. 4," the last still a working name. Erwin Wasey, Ruthrauff & Ryan Completes Merger, Staffing Two weeks after the official date of merger, the two New York offices of Erwin Wasey, Ruthrauff & Ryan, have been completely consolidated, Jere Patterson, executive vice president in charge of the New York office, announced last week. All key agency executives and all account contract personnel will be at 71 1 Third Ave. in the former EW offices. The copy, art, production and traffic departments have been consolidated in the former R&R offices in the Chrysler Building. The accounting department will be located at 55 East 34th St. Under the merger the account supervisors are Frank Davies, John Legler, B. W. Matthews, Charles O'Donnell, F. Bourne Ruthrauff and John Toland. R. M. Watson, board chairman of the new agency, will continue to be active in the supervision of accounts as will David Williams, president. New department heads and members of the New York plans board include Messrs. Patterson, Williams and Watson. Other members will include F. Kenneth Beirn, senior vice president; Frederick B. Clarke, copy chief; Richard Diehl, head art director; Robert Dunn, director of merchandising; Rollow Hunter, director of radio & tv; Wilson J. Main, director of media and research; Thomas Wheelwright, director of public relations; John Legler, and B. W. Matthews. In addition to department heads who also are serving on the plans board, Mr. Patterson noted that Otto Maurer will head production, Andy Kops, traffic control, and John Hayes, the international department. Broadcasting