Broadcasting Telecasting (Apr-Jun 1958)

ADVERTISERS & AGENCIES continued veloping its arsenal within the corporation. Thus, when it got into network this past January, Rubinstein not only had the DewKissed lipstick on hand, but also MascaraMatic, the first automatic waterproof mascara applicator; Beauty-Dew, billed as the first liquid cold cream in cosmetics history; a moisture agent named Skin Dew, and the full line of Color-Tone shampoos. (Though Rubinstein has been known longest for its specialized products in the premium price line — such as estrogenic hormone preparations — the Sid CaesarImogene Coca program will be used primarily to push competitively priced items.) To match its competitors dollar for dollar, Rubinstein has even borrowed their technique of using a "spokeswoman" to build the corporate and product image. Revlon has its Barbara Britton and Factor its Polly Bergen and Anne Jeffreys, but Rubinstein is taking a flyer with a relatively unknown personality, Broadway ingenue Elizabeth Allen, who won the lead in Peter Ustinov's "Romanoff and Juliet" last year. Miss Allen's job has been made considerably easier because the name Helena Rubinstein is so well known. Motivational researcher James M. Vicary — a man better known these days as the inventor of the subliminally-projected tv commercial — was retained seven years ago by OB&M to conduct a word association poll among 51 women representing, in Mr. Vicary's estimation, a cross-section of the average cosmetics consumer. When asked what word they associated with "Rubinstein," 27 — over 50% — replied either "Helena" or "cosmetics." Four more said "lipstick," 3 said "makeup," and the rest mentioned such non-cosmetics as the piano (after pianist Artur Rubinstein) and even "Serge" (after international banker-playboy Serge Rubin stein, murdered in his Fifth Avenue apartment several years later). The Sid Caesar Invites You series has been described by some industry people as "a good deal." No one at Rubinstein denies this, least of all Madame Rubinstein herself who still maintains a shrewd woman's eye on bargains while conducting the top management role of her firm. In terms of investment, the $80,000 a week (time and talent) represents 75-80% of the total January-June national advertising appropriation. The Rubinstein advertising department considers the network deal to be one of the best it ever made. Some oldtimers in the firm dispute this privately, but one thing is certain: best or not, the RubinsteinCaesar contract may be one of the fastest deals negotiated in recent broadcast history. Last summer, ABC-TV's Mr. Treyz, then vice president of that network, had been seeking a way to bring Sid Caesar and Imogene Coca back together after an interval of three years. The comedian had left NBC-TV on his own. Miss Coca had severed her own NBC-TV contract a year earlier, claiming she wanted an "out" from guest appearances. Around that time, OB&M's David Ogilvy, a close friend of Madame Rubinstein, hired Hendrick Booraem Jr. as radio-tv vice president and instructed him to find a suitable tv show for the Rubinstein company. Messrs. Booraem and Treyz met one morning for coffee and Mr. Treyz made his pitch: "I can give you Caesar and Coca if you give me a sponsor." That night, Mr. Treyz had Mr. Caesar's signature. The next morning, Messrs. Ogilvy and Booraem and friends marched into the Rubinstein triplex and without benefit of charts or even a pilot film told the Princess that this was the show. She didn't say yes or no. For the next 12 hours, she merely INTERESTED PARTIES (I to r): David Ogilvy, president of Ogilvy, Benson & Mather; Sid Caesar; Mine. Rubinstein; ABC-TV President Ollie Treyz. Page 46 • April 7, 1958 called up all her friends and business acquaintances who were familiar with the old antics of Caesar and Coca. The next morning the spry, diminutive octogenarian called for the contract for signing. Although her sons by her first marriage, Horace and Roy V. Titus, both are active in running the show at Rubinstein, the decision was strictly hers. Nielsen Is At Work On Instant Ratings A. C. Nielsen Co. officially confirmed last week the development of its own tv instantaneous measurement device — and visitors to its Chicago headquarters have had an opportunity to see it in action. The market research organization also said it has discussed the Instantaneous Audimeter device with network officials but has not actively tried to "promote" the instrument for use. Nielsen has been conducting a "pilot stage operation" with a new audimeter in about two dozen Chicago homes since last fall and reports "continuing evolution and improvement." Similar tests were conducted in a like number of homes by Nielsen in Chicago and New York in 1946. The instrument is comparable in objectives to American Research Bureau's Arbitron, which will become operative this year. Initial confirmation came out last week in The Nielsen Newscast March issue, reporting "considerable interest" by visitors who have seen the device. Nielsen reported "the I. A. automatically compiles homes-using television and station-audience data each minute round the clock, printing out (on tape) minute-by-minute and quarter-hour summaries." Nielsen spokesmen describe the device as more utilitarian than eye-appealing, with "simplicity" as its keynote. It involves the use of telephone wires between the Chicago homes and Nielsen offices on a daily basis. It's acknowledged that Nielsen has not actively publicized the instrument, primarily because of the cost factors involved at this time, but "some progress" is continually being made along this line. While Nielsen is not expected to begin instantaneous operations in the immediate future, there are indications it may do so before year's end. Gamble Offers Agency Checklist Robert M. Gamble Jr. Inc., Washington advertising agency, has prepared a booklet, Patterns for Appraisal of Your Advertising and Merchandising Agency. Checklists for agency performances cover points studied in the American Assn. of National Advertisers' Frey Report and are organized under these headings: Sales and mefl|handising skills, business relationships with clients, departmental organization, agency's growth and financial stability, professional standards, backgrounds of agency personnel, and services to clients in advertising, merchandising, planning and management. Mr. Gamble, president of the agency, has offered Patterns free to anyone who writes for it on a business letterhead to 1025 Connecticut Ave. N. W., Washington. Broadcasting