Broadcasting Telecasting (Oct-Dec 1957)

ADVERTISERS & AGENCIES CONTINUED MR. MUSNIK French Ad Agency, Publicis, Planning New York Office European advertisers and U. S. markets last week drew closer to one another as Publicis, said to be France's largest advertising agency, announced plans to open a New York office as Publicis Corp. The agency's founder and president, Marcel Bleustein-Blanchet, arrived in New York last week to lay the groundwork. He explained Publicis Corp. does not wish to compete with U. S. agencies "on their home grounds," but rather, strive to introduce special European clients to U. S. agencies which will be best able to service their products. It also will encourage U. S. agencies lacking European offices to work through Publicis and its European Common Market affiliates. Publicis Corp.'s president-to-be is Bernard Musnik, most recently with Ziv Television Programs Inc. Mr. Musnik, a former correspondent for Radio-Cite, France's prominent pre-war commercial station, has had 17 years background in broadcasting, working with Crosley Broadcasting's international station, WLWO, and later becoming vice president in charge of Crosley's eastern division. U. S. advertisers presently using the services of Publicis (France) include ColgatePalmolive Co., Singer sewing machines, Shell Oil, Chemstand Corp., and Frigidaire, a division of General Motors. Beneficial Management Quits Reach, McClinton for Lefton Beneficial Management Corp., Morristown, N. J., a spot radio user, switches its agency from Reach, McClinton & Co., New York, to Al Paul Lefton Co., New York, effective Jan. 1. The move of the account represents a loss of $2-2.5 million billings for Reach, McClinton, which will be billing $14 million this year. Beneficial is affiliated with Beneficial Finance Co., operating more than 1,000 finance and loan offices in the U. S. and other countries. According to Charles Dallas Reach, the agency's chairman, Reach, McClinton was "fired," while Beneficial noted that it felt it wanted to change agencies (the firm was associated with the agency for the past 1 1 years). Only a week before, Harold H. Black, senior vice president, a member of Reach, McClinton's board and executive committee as well as supervisor on the Beneficial account for 10 years, had resigned from the agency. MBS Appoints Weiss & Geller MBS has announced the appointment of Weiss & Geller, N. Y., to handle its advertising and "will embark upon an aggressive advertising and promotion program on both the trade and consumer levels." NATIONAL REP.: WEED TELEVISION Just a darn minute, Smidley. The old gang at the frat'll have to wait till I see that Cascade order. Drat it, Smid, can't you shake those 1925 buying habits? This Cascade's important — one of the nation's top 75 markets. Think of it, exclusive television coverage in a market of over half a million with over a billion to spend. We can't overlook that and, by George, we won't! CASCADE BROADCASTINC COMPANY PACIFIC NORTHWEST: MOORE & ASSOCIATES an apple for the sponsor, too1. Miss Sally's Romper Room, delight of the small fry set in Washington, is the apple of the advertiser's eye, too . . . because it produces rich fruits in the way of adult response, by way of moppet demand. Romper Room (11 a.m. to noon weekdays) has room for a few more apple-seeking advertisers who want results. # real lively daytime programming wmal-tv I Q maximum power on channel 7 WASHINGTON, D.C. AN EVENING STAR STATION/ Represented by H-R Television, Inc. Broadcasting November 25, 1957 • Page 55