Broadcasting Telecasting (Jan-Mar 1958)

ADVERTISERS & AGENCIES continued Thompson Drops Swift Account; Ken-L Withdrawn From NL&B J. Walter I hompMin Co. and Needham, I ouis & Brorby, both figured last week in account resignations of major Chicagobased clients involving $5-10 million. Thompson Thursday resigned its $3.5 million Swift account (All Sweet margarine, peanut butter, Pard dog food. Jewel oil and shortening. Vigoro and Swiftning). including perhaps 25% in broadcast billings. Earlier in the week (Monday) Quaker Oats Co. served notice on N L & B it was moving the Ken-1 dog food account (believed to represent $3-4 million of its overall $16 million advertising outlay) to another agency. Any JWT exchange of Pard for Ken-L products invited speculation Quaker may shift other products from other agencies, and that Kraft Foods Co. may move margarine, oil and shortening products away from NL&B to Thompson, now that Swift is out. (Swift and Kraft margarine and shortening represent conflicting products.) I\Y I already handles Quaker's Aunt Jemima line. Quaker has several agencies, but those contacted by Broadcasting (Clint E. Frank for flours, macaroni and Fluffo mixes; Wherry, Baker & Tilden. for Quaker oats, cold cereals, feeds, and others) denied knowledge of a further product realignment. R. S. MacDonald. Quaker advertising manager, declined to confirm the Ken-L switch or comment on any company plans. 100 Southwestern Admen Attend Three-day Convention in Dallas The Southwest Council of the American Assn. of Advertising Agencies concluded a record-size annual meeting in Dallas Feb. 22. bringing together more than 100 executives from 37 agencies in seven states. The council for the first time met concurrently with the Southwestern Assn. of Advertising Agencies during the three-day convention. Frederic R. Gamble of New York, FREDERIC R. GAMBLE (I), president of the American Assn. of Advertising Agencies, was presented with his own registered 4A cattle brand at the annual meeting of the organization's Southwest Council last month in Dallas. Morris Hite, president of the Tracy-Locke Co.. Dallas, and new chairman of the council, made the presentation. AAAA president, and Melvin Brorby of Needham. Louis & Brorby Inc., Chicago, board chairman of the organization, headed the list of speakers at the Dallas meeting. Bryan Houston, chairman of the board, Bryan Houston Inc.. New York, addressed the final luncheon. Other speakers at convention sessions: Walter Guild, president of Guild, Bascom & Bonfigli, San Francisco; Arthur Rippey, president, Rippey, Henderson, Bucknum & Co., Denver; Lawrence O. Holmberg, vice president, Compton Adv. Inc., Chicago; John Baxter, creative director of Earle Ludgin & Co.. Chicago; Robert Parker, creative director, Erwin Wasey, Ruthrauff & Ryan, Dallas; James Anderson, executive vice president. Crook Adv. Agency, Dallas; Howard Neumann, Lowe Runkle Co., Oklahoma City, and Bertram J. Lange, manager of marketing services, Life magazine, New York. Morris Hite, president of Tracy-Locke Co. Inc.. Dallas, was elected to succeed Warren Mithoff of Mithoff Adv., EI Paso, Tex., as chairman of the Southwestern Council board of governors. New vice chairman is Joe Wilkinson of McCann-Erickson, Houston, and secretary-treasurer is John Stewart, president of Glenn Adv., Dallas. Southwestern Assn. of Advertising Agencies elected R. J. Burke of the Dallas agency bearing his name to serve as president, replacing William Finn of Tyler, Tex. Jack Hamilton, president, Alert Adv. Agency, Galveston, Tex., was elected vice president of the SAAA. Sweeney Urges Agencies to Use RAB's Radio 'Refresher Courses' There would be wider and more intelligent use of radio by more advertising agencies if they were not "nervous and embarrassed" about how to buy, what to buy and how to use radio effectively once it is bought, Kevin B. Sweeney, president of the Radio Advertising Bureau, told the Southwest Council of the American Assn. of Advertising Agencies at its annual meeting in Dallas Feb. 21. Mr. Sweeney cited several examples of agencies' lack of knowledge about the "new" advertising medium of radio and suggested that agencies take advantage of RAB's "inperson refresher courses" about 1958 radio. Among the changes in radio, Mr. Sweeney said, are the growing use of pocket radios; the expansion of out-of-the-living-room radio and the new programming formats of radio stations throughout the country. Two NBC-TV Sales: $2 Million Standard Brands Inc. and Procter & Gamble placed orders with NBC-TV last week amounting to $2 million in gross advertising revenues. Standard Brands placed a 52-week order for participations in The Price Is Right (Mon.-Fri. 11-11:30 a. m.) starting immediately plus renewals of its weekly segment of Queen for a Day (MonFri. 4-4:45 p. m.), effective April 15. Procter & Gamble has ordered an additional segment of Tic Tac Dough (Mon.-Fri. noon12:30 p. m.) for 11 weeks starting April 10. P&G also has extended its present sponsorship of the program for 13 weeks effective March 31 as well as two alternate segments of It Could Be You (Mon.-Fri. 12:30-1 p. m.), effective the end of April for five programs each. Agencies are Ted Bates & Co. for Standard Brands and Dancer-Fitzgerald-Sample for P&G. ACTIVITY HOW PEOPLE SPEND THEIR TIME There were 124,051,000 people in the U. S. over 12 years of age during the week Feb. 21-7. This is how they spent their time: 73.7% (91.426.000) spent 2,038.3 million hours watching television 59.7% (74.058.000) spent 1,078.3 million hours listening to radio 85.7% (106,312,000) spent 413.0 million hours reading newspapers 34.3% (42,549,000) spent 212.7 million hours reading magazines 26.8% (33,279,000) spent 403.8 million hours . . watching movies on tv 20.7% (25,709,000) spent 99.4 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 Feb. 1, Sindlinger data shows: (1) 106,991,000 people over 12 years of age see tv (86% of the people in that age group); (2) 41,436,000 U. S. households with tv; (3) 45,521,000 tv sets in use in U. S. Page 58 • March 3, 1958 Broadcasting