Broadcasting Telecasting (Apr-Jun 1958)

ADVERTISERS & AGENCIES CONTINUED BUSINESS BRIEFLY WHO'S BUYING WHAT, WHERE GOING SOUTH • United Fruit Co., Boston, traditionally heavy print media advertiser, turning to radio in Latin American markets today (Monday) with purchase of Pan American Day half-hour live drama on U.S. international station WRUL New York and simultaneous relay repeats on commercial standard wave stations in Guatemala, Honduras. Nicaragua, Costa Rica, El Salvador, Panama and Ecuador. Business placed direct. INSURANCE BUY • John S. Kemper & Co. (insurance), Chicago, has purchased eight Wednesday programs of NBC News with Chet Huntley and David Brinkley starting this week plus 10 participations on Jack Paar Show spread between today (Monday) and June 2. Agency: John W. Shaw Adv., Chicago. 'TALES' TAKEN • American Tobacco Co. (Pall Mall) has renewed sponsorship for 1958-59 season of NBC-TV's Tales of Wells Fargo (Mon., 8:30-9 p.m.). Agency: Sullivan, Stauffer, Colwell & Bayles, N. Y. TWO FOR IMPACT' • General Motors Corp., Truck & Coach division, Detroit, signs for three weekly "Impact" segments for 18 weeks on CBS Radio beginning May 11. Agency: Kudner, N. Y. Simmons Co. (mattresses), N. Y., signs for special one week promotion starting June 5 on CBS Radio using ten IVz -minute daytime drama segments and 13 "Impact" segments. Agency: Young & Rubicam, N. Y. RADIO HIGH LIFE • Miller Brewing Co., thru Mathisson & Assoc., Milwaukee, last week launched 26-week spot announcement campaign on 225 ABC radio stations for Miller High Life beer. Series of approximately fifty 10-second commercials per week, per station — or nearly 300,000 for entire drive — will be aired on networks thru Oct. 3. Shedule follows conclusion of this season's All Star Golf Tournament series on ABC-TV, for which Miller has renewed half sponsorship this fall. Brewery also is set for one-third sponsorship of Milwaukee Braves baseball broadcasts starting this week. CBS A LA CARTE • Chun King Sales, Duluth, Minn., through J. Walter Thompson •Co., Chicago, has purchased one weekly IV2 -minute unit of CBS Radio's House Party (Mon.-Fri., 3-3:30 p.m.) for 52 weeks beginning June 4. American Home Poods Div., American Home Products, through Young & Rubicam, N. Y., bought two 5-minute units of CBS Radio's daytime dramas for 31 weeks effective April 10. MOVIE BUY • Warner-Lambert Pharmaceutical Co. (Emerson Drug Div.), Baltimore, placing first Bromo-Seltzer campaign out of Warwick & Legler since account left Lennen & Newell last month. Sixteen-week campaign in early and late night movies Page 42 • April 14, 1958 starts April 14 in number of major markets, as yet undetermined. LION'S SHARE • Milner Products (Perma Starch) allocating 90% of $1 million advertising budget to broadcast media for new six-month campaign starting this month. About $600,000 will be spent in spot tv in several select markets, remainder in network radio, property not revealed. Agency: Gordon Best Co., Chicago. Texaco Talks to CBS About New Opera Home The Texas Co. (Texaco gasoline and other petroleum products), New York, will continue to sponsor opera broadcasts on network radio. The gasoline advertiser, associated with network radio since the medium's early years and a sponsor of opera season broadcasts for the past 18 years, has been negotiating with CBS Radio for the next season. Network orders to affiliates went out Wednesday and acceptances already had been received Thursday from about a dozen affiliates. Speculation on future opera broadcasts rose in connection with ABC Radio's format revision from live programming to a staple of expanded newscasts, public service programming and Breakfast Club. Network officials told Texaco some weeks ago that the advertiser was free to consider the move of the Saturday afternoon Metropolitan Opera broadcasts to another network if it wished. A Texaco executive said Thursday the advertiser intends to continue on network radio and that it is "negotiating" with CBS Radio. A network spokesman confirmed Texaco's swing to CBS. Cunningham & Walsh, New York, is Texaco's agency. It was understood that under terms discussed with CBS Radio, the Texas Co. would pay talent costs with time purchased on a basis similar to that existing with a sports program of indeterminate length, the sponsor buying a set period with no rebate or extra charge to the advertiser should the program run under or over the basic time period. The opera broadcast started on ABC Radio at 2 p.m. ABC Radio on Saturday [April 12] broadcast the last opera of the 1957-58 season after having presented them for 27 years. Texaco, since 1940, has sponsored broadcasts in the U. S. and McColl-Frontenac Oil Co. Ltd. in Canada (also through C&W). Intermission features are Opera News on the Air, The Opera Quiz and Texaco's Roving Opera Reporter. The Texas Co. also is in network tv (specials on NBC-TV), spot television and spot radio. The opera broadcast is the advertiser's non-sell or institutional broadcast advertising effort. Other than corporate identification no sales messages are carried on the broadcasts. PREVIEW Jacob Ruppert Inc. (Knickerbocker beer) starts its 1958 spot schedule this week in 10 eastern markets with a musical commercial and theme. The schedule will run during three seasons — spring, summer and fall — and during holidays. Trade mark of the new campaign is "Knick Knickerbocker," played by Jordan Bently in song and dance roles. The major theme, which is sung by Mr. Bentley, is "sing out for Knick. Knick has the knack!". The older slogan, "New York's famous beer," has been retained and will be incorporated into the new spot. Compton Adv., New York, is the agency. ANA Workshop to Cover Budget, Cost Control A workshop on advertising budget control will be held April 24-25 by the Assn. of National Advertisers at the Westchester Country Club, New York. A case history dealing with control of radio and spot announcements will be related by Evan W. Mandel of Revlon Inc. as part of a session on the execution and control of the advertising program. The workshop on advertising budget and cost control, the fifth national meeting on the subject held by ANA, will have as participants advertising managers and fiscal officers from a number of the nation's leading companies. Case histories will be followed by conference-type discussions. On the agenda: a case history, "Procter & Gamble's Concept of Financial Control for Advertising Budgets" by P&G's Harold A. Derr; management's view on the administration of advertising by April 25 luncheon speaker Stuart Peabody, management consultant, George Fry Assoc. and formerly Borden Co. assistant vice president. Joining Revlon's Mandel and Mr. Derr in the session presenting case histories will be Edward P. LeMay of Minnesota Mining & Mfg. Co. who will speak on how his com Broadcasting