Broadcasting Telecasting (Oct-Dec 1957)

ADVERTISERS t AGENCIES continued BUSINESS BRIEFLY WHO'S BUYING WHAT, WHERE UA TURNS ON RADIO • United Artists Corp., which this week releases Richard Widmark production of "Time Limit" (Heath Productions Inc.) has allocated roughly $25,000 to saturation radio spot campaign which it is placing direct in approximately 45 markets, using average of two stations per city. Drive kicks off Oct. 24, runs through Nov. 7. Campaign does not include additional spot buys expected to be made on local level by individual theatre owners and managers. Spot drive, conducted out of UA's exploitation department, is understood to be bigger than that placed last summer for UA's "super-spectacular," Stanley Kramer's "The Pride and the Passion." CHRISTMAS SPLURGE • Bon Ami Co., N. Y., has put its Glass Gloss glass and silver cleaner into a Christmas stencil and decorating kit and will promote product in 50 markets throughout country with intensive spot tv campaign, beginning last week in November for three weeks. Christmas promotion marks Bon Ami's first national campaign for Glass Gloss. Erwin Wasey, Ruthrauff & Ryan, N. Y., is agency. POWI lAi CHANNEL An Edward Lamb Enterprise — Ben McLaughlin, General Manager Represented Nationally By EDWARD RETRY AND CO., INC. New York • Chicago • Atlanta • Detroit • San Francisco • St. Louis • Los Angeles Page 78 • October 21, 1957 NIGHT AND DAY • National Carbon Co., N. Y., for Prestone anti-freeze, ordered new participation schedules in NBC-TV's Today and Tonight, effective immediately. Order calls for ten participations on each show, to run through Oct. 25 for Tonight and Oct. 29 for Today. Agency: William Esty Co., N. Y. EVERYTHING'S ROSY • Minute Maid Corp., N. Y., through Ted Bates & Co., N. Y., and Florists' Telegraph Delivery Assn. through Grant Adv., N. Y., again signed to co-sponsor NBC-TV's two-hour colorcast of 69th annual Tournament of Roses from Pasadena, Calif., on Jan. 1. BACK FOR MORE • Bristol-Myers Co. (Bufferin), N. Y., Oct. 6 renewed sponsorship of Jimmy Wakely Show (Sun. 7:05-7:30 p.m.) on 21-station CBS Radio Pacific Network for 13 weeks. Agency: Young & Rubicam, N. Y. Crosby Not Set For Shulton Although Matter Is Discussed Reports that Bing Crosby is about to be signed by Shulton Inc. for tv were described as "slightly premature" Thursday by the toiletries house. However, Shulton officials did not deny that they and their two agencies— The Wesley Assoc. and Foote, Cone & Belding — were discussing with CBS-TV the possibilities of procuring Mr. Crosby's services for a special pre-Christmas spectacular on that network. Mr. Crosby, while a regular CBS Radio personality and star of one of the frequent weekend Ford [Motor Co.] Roadshows on CBS Radio, to date has not starred on any continuous tv series. Instead he has limited himself to infrequent guest appearances on such CBS-TV programs as the old Ford Star Jubilee, The Ed Sullivan Show and his recent appearance for Edsel. He has been opposed to appearing live, but industry observers felt last week that after the "enthusiastic" reaction to his first full tv show (for Edsel), Mr. Crosby "might change his mind." For Shulton, pre-Christmas spectaculars are nothing new. Last yuletide it sponsored Victor Borge for one of his "one-man shows" as a last minute stimulant to Christmas sales [Advertisers & Agencies, July 8]. Shulton also feels that a one-shot appearance by Mr. Crosby would bolster its every-other-week use of network television via The Eve Arden Show, also on CBS-TV (Tues., 8:30-9 p.m.). Meanwhile, Wesley Assoc., for the Old Spice and women's lines is in the middle of lining up a multistation spot radio buy in 48 markets for four weeks duration beginning Dec. 1. FDA Warns It Will Crack Down On Misleading Flu Cure Claims Advertisers who incorporate claims of Asian flu protection into their copy have been warned that the government will do all it can to stop misleading claims. Commissioner George P. Larrick of the Food and Drug Administration sounded the Broadcasting