Broadcasting Telecasting (Apr-Jun 1958)

its decision to restore radio to the 1960 census, issuing this statement: "Since the announcement in April that it is proposed to include a question on television in the 1960 census, the bureau has received many requests that a question on radio should also be included. Although nearly every household reported a radio set in 1950, there may still be significant differences from area to area as well as changes in some areas since 1950. "Accordingly the bureau has re-examined its position. Director Burgess states that in view of the great importance of radio as a communications medium, it is now planned to include a question on radio in the 1960 census in order to provide up-todate information on the number and location of households reporting radio. Information on types of radio receivers will not be requested because the collection of such information would be unduly time consuming and expensive." Harold E. Fellows, NAB president, wrote Dr. Burgess Wednesday that the radio count "will result in securing information which is vital to this country's continued economic progress and well-being" and will contribute "to radio's continued ability to serve the country." He voiced regret that data on battery-powered and fm receivers would not be collected. NAB conducted an active industry campaign calling on broadcasters to state their position to legislators and the Census Bureau. Factor's $3 Million Account Lands at Kenyon & Eckhardt After a two month period of carefully viewing a number of agency presentations. Davis Factor, chairman of Max Factor & Co., Hollywood, announced the appointment of Kenyon & Eckhardt to handle the $3 million cosmetic account, effective June 2. K&E will be the advertising agency for the following Max Factor products: Natural Wave hair spray, Hi-Fi fluid make-up and the fragrance lines. "It is anticipated," Mr. Factor said, "that additional products will be assigned later." Kenyon & Eckhardt, Los Angeles, will service the account. Anderson McConnell, Factor's other agency, will continue to handle Curl Control, Facial Bath, Creme-Puff and a new lipstick. Approximately $2.5 million of the Max Factor advertising budget went into television last season with sponsorship of the alternate-week Polly Bergen Show on NBCTV. The show was not renewed for next season. Max Factor had been with Doyle Dane Bernbach, New York, until two months ago when they jointly terminated the association. Smith, Greenland Leave Gore, Taking Half of Agency Billings In an unexpected situation becoming rarer in this day of the agency merger, Gore/ Smith/ Greenland, New York, has been dissolved as a triumvirate, with Messrs. Martin L. Smith and Leo Greenland walking out with roughly 50% of the G/S/G billings in their pockets. Effective June 1, Smith/ Greenland Co. hangs out its shingle Broadcasting PREVIEW Old-country flavor for a modern beer Heidelberg Brewing Co., Tacoma, Wash., is stepping up its radio-tv advertising today (Monday) with a special onemonth saturation campaign in 40 markets in the Pacific Northwest to promote the company's new label. The agency is This M LOOK FOR THE > precedes this Guild, Bascom & Bonfigli, San Francisco. Commercial copy on radio and television is built around the theme of "Look for the Round Triangle," to exploit the company's new bottle label design. A spokesman said the advertising being put behind the new label design is the largest concentrated advertising effort in the history of Heidelberg, and includes newspaper advertising as well as the expanded radio-tv effort. On radio, the campaign will include announcements on Heidelberg's regular news, weather and sports programs in 15 northwestern markets, plus a special spot saturation effort on a total of 40 markets in 30 cities. On tv, the company is sponsoring Treasure, half-hour traveladventure film series in 15 markets. The Heidelberg tv spot below features the beer's bottle and label superimposed on a print of Hieronymos Bosch's "The Jugglers," which hails from the 16th Century. It will run on the Treasure show beginning June 11. at 420 Madison Ave. (Plaza 9-5656)— the present address of G/S/G. With the $2.5 million in billing that will go into the new agency are some $900,000 in broadcast allocations, principally in the food product line. Of the less-than 50 people currently employed by G/S/G, approximately 30 are slated to leave with Messrs. Smith and Greenland. Involved in the switch of advertisers are the following broadcast accounts: Hercules Chemical Co. (tv), Hires Bottling Co. root beer (radio), Melnor Industries garden equipment (tv), Milady frozen food products (radio-tv), Osrow Products Co. brushes (tv), Roman Products Co. frozen foods (radio), Seabrook Farms frozen fruits and vegetables (radio-tv), Sau-See foods (radio), Louis Sherry preserves (radio), Weldon Farm Products' Alba non-fat dry milk (radio) and Zausner Foods cheese products (radio). Standard-Triumph Motor Car Co. (foreign autos), one of G/S/G's major accounts, will stay with Chester A. Gore, although it's been reported that the British automaker would like a larger agency. (Understood to be pitching for Triumph: Kudner Agency, which recently lost GM's Buick.) Mr. Gore, now in Europe on vacation, apparently did not learn of the split until told last week by cable, but the two departing partners maintained they had told Mr. Gore of their plans before he went abroad. It was learned the rupture stemmed from "personality conflicts" between the three owners — a report more or less confirmed by the remark of one agency officer who termed the divorce as "very personal ..." Gore/ Smith/ Greenland came into being last August upon the merger of Mr. Gore (then president, Gore/Serwer) with Mr. Greenland (his vice president) and Mr. Smith, head of Martin L. Smith Adv. June 2, 1958 Page 31