Broadcasting Telecasting (Apr-Jun 1958)

ADVERTISERS & AGENCIES CONTINUED have renewed for this spring, and next fall. Clients include: Universal CIT, Ruberoid Co., Edison Electric Institute, Commercial Solvents Corp., Sterling Silversmiths Guild of America. Aluminum Co. of America, Hercules Powder Co., and Hans Holtcrbosch Inc.. importer of Lowenbrau beer. A&M Karagheusian Inc.. manufacturer of Gulistan carpets and rugs, a past FSR client now handled by Foote. Cone & Belding, also made use of the plan when with FSR. FSR clients, while using all four radio networks since last fall, have made heaviest use of NBC and its weekend Monitor programming. Universal CIT has bought a schedule of 69 five-minute Monitor segments per weekend over a period of four weekends (last weekend in March and April, and scheduled for May 23 and June 27), spending approximately $25,000 per weekend. Prior to the April buy, a closed-circuit meeting was held in studios of 186 NBC affiliates to hear a preview of the CIT sales program featuring such Monitor personalities as George Gobel, Fibber McGee & Molly, Ed Gardner, Bob & Ray, Ben Grauer and Peter Roberts. On that weekend 60% of the NBC stations carrying the CIT saturation schedule were tying in by carrying local announcements in adjacent cut-off time periods. Between 4-5,000 adjacencies have been purchased for the upcoming May 23-25 weekend, FSR reports. Fuller & Smith & Ross doesn't intend to stop with the current tie-in plan in its radio push. The agency hopes to establish regional breakdowns of networks so that changes of copy can be inserted in certain areas. Franchise of three radio stations to be used as a testing ground for clients also is planned by the radio-minded agency. Babbitt Switches to Tv Spot B. T. Babbitt Co. (Bab-O, Glim, other cleansers), New York, is going all-out for tv spot. Effective immediately, Babbitt, through Brown & Butcher Inc., New York, ON 'TARGET' In an unusual advertising arrangement. Spartan Grocers, a wholesale grocery in Cleveland, and four supermarket chains in the area are sponsoring Ziv Television Programs' Target series on WJW-TV Cleveland for 52 weeks, starting in late April. The business, placed through Paul Warren Adv.. that city, on behalf of is cancelling its 25-30 spots-a-week schedule in NBC Radio daytime programming, and is tunneling funds into "as many tv spots as our money will buy." No explanation was given for the sudden switch, but it's understood that Babbitt and B&B both feel that they can get more "weight" out of spot than network activity. A fortnight ago, Babbitt launched its first tv spot drive since leaving Donahue & Coe last year, entering 25 markets with a 'til forbid schedule on an across-the-board basis. Pontiac May Brake Tv Spot, Will Step Up Use of Specials Though General Motors' network tv has shown little sign of being affected by the Detroit recession, spot broadcasting seems likely to feel the pinch this fall. Pontiac Motors Div., at least, is understood to be returning to introduction-only use of spot for the 1959 models after making a valiant attempt to set up a year-round, continuous spot drive for the 1958 car. Pontiac abandoned this plan early in March when advertising funds were curtailed. Although Pontiac's overall broadcast plans for the 1959 auto have yet to be completed, this much is set: it will again sponsor the 1958 Notre Dame U. football schedule, Sept. 27-Nov. 29, but will switch from MBS to ABC Radio. It will increase its use of network tv "specials" from 5 to 10 [At Deadline, April 28], most of them hour-long shows as against this past season's 90-minute spectaculars. Spots will be aired prior to and during introduction time. Though officials at MacManus, John & Adams, Bloomfield Hills, Mich., and New York, declined to spell out specifics, it was indicated that last year's $5 million tvradio budget would be trimmed. Ralston-Purina Takes 3 Tv Shows While Ralston-Purina Co. has already signed for two ABC-TV programs next season — co-sponsorship of The Rifle Man and Broken Arrow (renewed) — it will not cancel Bold Journey. There had been speculation that R-P's budget would not cover three shows. Doubts were resolved with Ralston's renewal, for 52 weeks, of the series. The pact was worked through Guild, Bascom & Bonfigli, San Francisco, R-P agency for Rice Chex. Ralston for the two other shows is represented by Gardner Adv., St. Louis. Also renewed for 52 weeks on ABC-TV was Sylvania Electric Products (J. Walter Thompson Co.), for Real McCoys. Journey is seen Monday, 8:30-9 p.m., while McCoys is on Thursday, 8:30-9 p.m. FSR PUTTING 400% MORE INTO RADIO • Total to be $3.2 million • All-media study motivates Fuller & Smith & Ross. New York, is growing radiant over radio. This year the agency plans to allocate $3.2 million to the sound-only medium — up from $650,000 in 1957. Why the expected $2.5 million ••plus" for radio this year? It stems from the results of an all-media research study conducted by the agency over the past two and a half years that shows, among other things ( 1 ) the radio audience is as large as it has always been — the listening pattern is all that has changed; (2) the advertiser with a moderate budget can afford to buy network radio: (3) the network buy is given "added mileage" by the purchase of spot adjacencies by local retailers and distributors, and (4) that four times the amount of money is being spent today in radio by local retailers and dealers than in 1948 (pre-tv days). FSR promotes the local buys through a "package plan" which offers merchandising ideas to stations to sell 'tie-in" adjacencies to local dealers through local advertising agencies. The findings of FSR's research project, which was conducted in New York, Pittsburgh. Cleveland, San Francisco, Beverly Hills and Chicago, show that people never stopped listening to radio — they are just listening differently. Radio no longer is the medium for the family as a unit (television holding down this role) but listening is done out of the living room — in different places, at different times by individual members of the family. Thus, says Gerald Arthur, FSR vice president-manager, media department, "radio's net unduplicated audience which is accrued by the broken audience, is tremendous." The availability of this data enables FSR to recommend to its clients when, where and how to use radio to reach their particular audience and suit their particular budget. Mr. Arthur describes the agency's "package" as a plan whereby national advertisers buy a network segment and local distributors, through agencies, buy cut-offs adjacent to the network time from individual affiliates. About three weeks before an FSR client has scheduled "a network show, the agency stages a closed-circuit broadcast to the network's affiliates attempting to sell local merchandisers and retailers on the idea of buying adjacencies. "Most of these local retailers have never before thought of entering radio because of expense," Mr. Arthur said, "but we aim to show that with the added impact of the national message, the local adjacency is an economical and sound investment. On the other hand, the local cut-offs are an advantageous complement to the national advertisers' message." Last fall eight FSR clients began using the plan and all, according to Mr. Arthur^ Page 46 • May 12, 1958 Spartan Grocers and the supermarket chains of Square Deal, Payfair, Savmor, all Cleveland, and Food Fairs, Lorain, Ohio, marks the first use of tv by each of the companies. The chains are in non-competing areas, according to the advertising agency, and although each company could not support a tv campaign separately, a joint effort enables each organization to merchandise its participation in the series. Peck Makes Management Changes Top-management realignment at Peck Adv., New York, was announced Monday, stemming from the resignation of president Harry Krawit for "reasons of ill health." Sidney Garfield, board chairman, has been elected president of the agency, with the vacant chairmanship being filled by founder Harry Peck, most recently chairman of the executive committee. Sanford L. Hirschberg, vice president, has been elevated to executive vice president and secretary. Broadcasting