Broadcasting Telecasting (Apr-Jun 1958)

ADVERTISERS & AGENCIES continued PGW HAS PRESCRIPTION FOR SALES Words with a backdrop of music and sound effects do a workhorse job of selling the national advertiser's wares. This essentially is what Peter, Griffin, Woodward Inc., station representative, has in its new spot radio presentation for advertiser and agency, "Decision Makers." It was shown to newsmen in New York Thursday morning. It is different, too. The presentation is pruned of statistics, using the sound of radio to dramatize spot radio's sales effectiveness, and utilizes a device developed for table top or desktop use. Portable and housed in a hand-carried, middle-sized valise, the device is a combined opaque screen viewer and audio tape playback (using miniature tape recording repeater cartridges). The electronic package will be used for small groups (five or six persons at a time). Vice President Robert H. Teter, PGW's PLAYBACK PRESENTATION is discussed by (7 to r) Robert H. Teter, PGW vice president and director of radio; Russel Woodward, firm's executive vice president, and Lud Richards, PGW's manager of New York radio sales development. radio director, explained the presentation was not for the timebuyer but for the media planner, the agency or advertiser executive who must decide on a primary advertising medium. The presentation was run off by Lud Richards, manager of radio sales development in PGW's New York office. He supervised the writing and preparation of it by PGW research and promotion people. Running time is 20 minutes. It is designed to create "objective" interest by "decision makers" on radio's potentialities as a basic advertising medium and dramatizes the ability of the medium to sell product ideas and to implant mental pictures of what the product can do in the "mind's eye." At various points, the exposition takes issue with visual-only advertising, though competitive media references are used chiefly to demonstrate the following points: radio can "intrude" the product idea in areas inaccessible to other media; it creates the "most effective type of picture" in the mind by taking "the most direct route to the mind's eye" and achieves a "high degree of prior interest or familiarity." The opaque screen viewer is used for the placement of print ads, while the tape repeater plays the radio spot commercials as well as the voice of an announcer who sums up various sales points. These sound and visual effects support the speaker. Commercials used included Ralston's Rice Chex (demonstrated the use of sound effects); Pepperidge Farm (emphasized the creation of an effective mental picture); Listerine antiseptic (repetition of product and its use); Chock Full O' Nuts coffee (how advertiser built brand familiarity with radio as primary medium); Hit Parade cigarettes (overcoming a habit of using another product); Rheingold beer (obtaining prior interest and tie-in to print advertising). Unusual in the presentation is the absence of a single statistic. But PGW is prepared. Should a decision maker ask about spot radio's economy, a few slides are ready showing cost comparisons in selected major markets. Pittsburgh Broker Uses WEEP For Food Basket 'Silver Lining' Edgar Silver, Pittsburgh food broker, is using a 26-week saturation schedule on WEEP Pittsburgh as the key component of "Operation Silver Lining." The promotion, originated by Jay Reich Advertising, Pittsburgh, was planned to give extra local impetus to national food advertising and since its inception Feb. 15 has yielded positive results. Before enlisting 14 national food accounts as participants in "Operation Silver Lining," Mr. Silver signed with WEEP for saturation spots and merchandising support. Disc jockeys were briefed and given samples of products they would be selling. Stores were given brochures describing "Operation Silver Lining" and told they would be mentioned on the air in the product spots. WEEP ad vertised the campaign in a food trade publication. Key retailers got another reminder of' the campaign when WEEP disc jockeys called at homes and offices with silver-lined Easter baskets full of the participating products. At the half-way mark in the campaign, the Edgar Silver Co. is on its way to achieving the stated objective. The firm has added many distribution outlets for its food accounts and stores are reporting a marked reaction to the radio advertising. Many of the food accounts have shown interest in continuing the Silver Lining radio campaign past its first half-year on WEEP. Silver products participating are Gorton's sea foods, ReaLemon products, Appian Way pizza mix, Spatini spaghetti sauce mix, Old Virginia jellies and preserves. Burgess sponges, Cadet dog food, Tabby cat food, Genusso frozen pizza pies, Royalty FreshLike pineapple, Deep Blue Natural Style tuna. Sugar and Spice baked ham glaze, Windsor toffee and Crystal Pure candy. Compton Gets Schick Billing Eversharp Inc., New York and Los Angeles, named Compton Adv., New York, to handle advertising for Eversharp Schick injector razors, with an approximate $1.5 million dollar advertising budget, effective immediately. Thomas A. Santacroce, vice president for Compton's west coast operation, will work directly with Patrick J. Frawley, president of Eversharp Inc. Olin A. Saunders, a Compton director, will supervise the agency's east coast operations with Thomas J. Welsh, executive vice president in charge of Eversharp's New York office. Eversharp Inc. used a small radio spot schedule the early part of last year through Cunningham & Walsh but has not been active in television recently. C&W has had the account for the past three years. i HOW PEOPLE SPEND THEIR TIME There were 124,782,000 people in the U. S. over 12 years of age during the week Mar. 30-April 5. This is how they spent their time: 71.0% (88,595,000) spent 1,662.0 million hours watching television 57.5% (71,750,000) spent 959.3 million hours listening to radio 83.7% (104,443,000) spent 403.6 million hours reading newspapers 30.8% (38,433,000) spent 183.5 million hours reading magazines 22.9% (28,616,000) spent 318.5 million hours watching movies on tv 26.5% (33,033,000) spent 129.4 million hours attending movies* These totals, compiled by Sindlinger & Co., Ridley Park, Pa., and published exclusively by Broadcasting each week, are based on a 48-state, random dispersion sample of 7,000 interviews (1,000 each day). Sindlinger's weekly and quarterly "Activity" report, from which these weekly figures are drawn, furnishes comprehensive breakdowns of these and numerous other categories, and shows the duplicated and unduplicated audiences between each specific medium. Copyright 1958 Sindlinger & Co. * All figures are average daily tabulations for the week with exception of the "attending movies" category which is a cumulative total for the week. Sindlinger tabulations are available within 2-7 days of the interviewing week. SINDLINGER'S SET COUNT: As of April 1, Sidlinger data shows: (1) 107,687,000 people over 12 years of age see tv (86.3% of the people in that age group); (2) 41,714,000 U. S. households with tv; (3) 45,888,000 tv sets in use in U. S. Page 36 April 14, 1958 Broadcasting