Broadcasting Telecasting (Oct-Dec 1957)

ADVERTISERS & AGENCIES continued BUSINESS BRIEFLY WHO'S BUYING WHAT, WHERE CALORIC FREQUENCY • Saturday radio and tv spot announcement program is planned by W. B. Doner & Co., Chicago agency, to introduce Diets of Rochester's (Minn.) new Dream Diet frozen dinners in select markets. Broadcast media are expected to command 65-70% of budget for campaign, already underway in Minneapolis and St. Paul on a test radio basis, according to agency executives. Initial schedule includes about 60 singing singles per week on local radio stations on a "til forbid" basis. Plans are to launch spot tv in other test areas, plus radio schedules in Rochester, Minn. While markets have not been set, a radiotv announcement drive is anticipated for Chicago next spring. Theme of the broadcast and newspaper campaigns is "If you love to eat. . . But must lose weight . . . You can eat all this and lose weight too." 52 FOR '58 • Stewart-Warner Corp. (Alemite), Chicago, through MacFarland, Aveyard & Co., that city, has set 52-week schedule of five-minute radio programs in approximately 100 leading markets starting Jan. 6. Schedule includes, primarily, newscasts with some sports and weather shows, depending on local station availabilities, to be aired Mon.-Fri. during early morning and evening driving hours. LOT TO LIKE • Philip Morris Ltd. (Marlboro), N. Y., is planning to supplement its heavy network tv sports coverage with a spot radio-tv campaign in several markets sometime next January. Campaign, still in planning stages, calls for an examination of availabilities in 20-30 key cities for placement of news, sports and weather programs or spot announce ments, with primary emphasis on radio, for a year. Agency: Leo Burnett Co., Chicago. In addition to spot buys, Marlboro also broadcasting again in CBS-TV's Game of the Week during '58 baseball season, maintaining substantial sponsorship of network tv sports coverage the year around. NETWORK SWITCH • Mennen Co., Morristown, N. J., through McCann-Erickson, N. Y., has signed to co-sponsor ABC-TV's Colt .45 (Fri. 10-10:30 p.m.) starting Friday. Effective Thursday, Mennen will discontinue sponsorship of same network's O.S.S. (Thurs. 9:30-10 p.m.). Co-sponsor of Colt .45 is Campbell Soup Co., through BBDO. TOY TIME • Knickerbocker Plastics Co. (toys), North Hollywood, Calif., is making two-month tv spot campaign backbone of pre-Christmas promotion for new toy electric vibraphone (retailing for about $9.95) and electronic bell organ ($12.95). Art Baker and a child with the toy are featured in two 60-second tv spots, broadcast minimum of five times a week on 22 stations from Atlanta, Ga., to Seattle, Wash. Campaign, handled by Knickerbocker's new agency, Hixson & Jorgensen, Los Angeles, began Oct. 21, will run to Dec. 24. Stations carrying campaign: WAGA (TV) Atlanta; WNAC-TV Boston; WBBM-TV Chicago; WKRC-TV Cincinnati; WEWSTV Cleveland; KFJZ-TV Ft. Worth-Dallas KLZ-TV Denver; WXYZ-TV Detroit KPRC-TV Houston; KHJ-TV, KNXT (TV) KTTV (TV) Los Angeles; WISN-TV Milwaukee; WCCO-TV Minneapolis-St. Paul; WOR-TV, WPIX-TV New York; WFIL-TV Philadelphia; WIIC-TV Pittsburgh; KOINTV Portland; KRON-TV San Francisco; KING-TV Seattle, and KTVI-TV St. Louis. RADIO-TV representatives took part Nov. 20 in D'Arcy Adv. Co.'s first "Media Day" program designed to acquaint media people with integrated operations of agency's various departments. Harry K. Renfro (1), manager of D'Arcy's radio-tv department, addresses 12 representatives from nine major companies, including (1 to r): Front row — Don Brady and Tom Dolan, D'Arcy radio-tv staff; Richard J. Quigley, Blair Tv Inc.; Darwin Klinetob, assistant manager of D'Arcy's marketing department; second row — Hugh Kerwin, Edward Petry & Co.; Jack Hetherington, Adam Young Inc.; Bob Hetherington, Rollins Broadcasting Co.; Oliver Ward, John Blair & Co.; Ken Atwood, the Branham Co.; Oliver Trittler, Blair Tv Inc.; Eugene Myers, CBS Radio Sales, and Thomas Kniest, The Katz Agency; back row — Peggy Tandy and Don Amos, D'Arcy radio-tv department; Alan Axtell, The Katz Agency; Carlos Reese, John Blair & Co., and James Muse, The Katz Agency. Visitors heard talks from D'Arcy department heads, saw a slide film and toured the agency's facilities in the first of "Media Day" programs [Advertisers & Agencies, Nov. 18]. Page 38 December 2, 1957 Agency, Firm Drop Use Of 'Rockefeller' in Jingle Rockefeller is not a generic term denoting wealth, a New York coffee and restaurant chain has learned. At least the name of John D. Rockefeller and his heirs is not to be bandied about in tv commercials. After a month-long legal skirmish between the Rockefellers and William Black, President of Chock Full O'Nuts Corp., New York, Mr. Black and his agency, Grey Adv., have agreed to change a tv jingle Rockefeller attorneys claim represents "unauthorized use" of the name. The jingle was broadcast on a saturation basis on WRCA-TV and WMCA both New York, and got a "new look" early in October. The original line went, ". . . You can buy it at your neighborhood store," referring to the coffee. But when Grey Adv. adopted a new tack — "The secret ingredient in this coffee is money," President Bill Black himself suggested and wrote a substitution. It went, ". . . Better coffee Rockefeller's money can't buy." Attorneys for the Rockefeller family, Milbank, Tweed, Hope & Hadley, warned Chock Full O'Nuts that if it did not immediately "cease and desist," legal action would be forthcoming. After some deliberation by Mr. Black's corporate counsel, Goldberg & Lapan, it was decided to give way since WRCA-TV is "in the embarrassing position of being a Rockefeller tenant." The NBC-TV flagship station makes its offices and studios in Manhattan's Rockefeller Center. The jingle will be changed. Meanwhile, Mr. Black still had the last word. He claimed the commercial hadn't hurt the Rockefeller clan. "We only implied that the Rockefellers have a lot of money which they certainly cannot deny. . . . Why, the name has been used in slogans, plays and even hit songs." Isidore Lapan, Mr. Black's attorney added that "Rockefeller" refers to John D. Sr., the man who "amassed the fortune, and not the present generation of Rockefellers." Pulse Adds Fm Sets in Bay Area Almost half (47.3%) of the 855,400 radio homes in the six-county San Francisco Bay area have one or more fm receivers in v/orking order and 16.3% have two more fm sets, according to a survey made during the week of Sept. 3-10 by The Pulse Inc. During the survey week, Pulse interviewers found 48.6% of fm homes listened during the week; 88.7% of fm listeners are over 18; 50.2% listen because of the "fine music," 25.8% because of superior sound and 22.4% because of fewer commercials; 17.3% listen before noon, 55.3% between noon and 6 p.m., 38.1% between 6 and 9 p.m., and 23.9% between 9 p.m. and midnight. Riepenhoff Forms Own Agency Lou Riepenhoff, formerly promotionpublicity director of WISN-AM-TV Milwaukee and previously with WEMP that city, announces the formation of Lou Riepenhoff Agency, specializing in broadcasting, advertising, sales promotion and public relations, with offices at 259 E. Wells St., Milwaukee. Broadcasting