Broadcasting Telecasting (Jan-Mar 1958)

ADVERTISERS & AGENCIES continued FOR BOOKINGS SEE MY AGENT ON PAGE 59 1956, getting its severance the previous December. Unofficial reasons given for the switch was the similarity of art and copy approaches for both Pepsi-Cola and Philip Morris. In May 1957 Pabsl switched the bulk of its business (chiefly Pabst Mine Ribbon beer) from Burnett to Norman. Craig & Kummel. with Burnett retaining Eastside (which it later resigned and Y&R inherited). Grey Adv. handles Hoffman and Pabst sparkling beverages. Earlier, on March 14. Mr. Steele acknowledged "exploratory conversations" between officers of Pepsi Cola and Pabst Brewing Co. had taken place because they felt "there might have been a sound basis to consider a merger which could have been a progressive and beneficial move for both corporations." But, he added, "these talks were terminated as a result of the proxy contest." Mr. Steele indicated he was disturbed by recent newspaper articles and statements "about my participation which are not true" and that he wanted "to clear up this situaation." He stated: "... I was contacted several months ago by representatives of the Pabst-Spaeth group towards the end of developing a marketing program to turn this business around, t stated from the beginning if this was to be a proxy contest I could not and would not take any part in it and so when the proxy contest did develop I dropped the work I was doing on the marketing plans." Pabst's WRCA-TV Spot Buy Called Biggest on Single N. Y. Outlet In what was described as "the largest spot television campaign ever placed on a single station in New York," the Pabst Brewing Co., Chicago, and its subsidiary, Hoffman Beverage Co., Newark, N. J., signed last week for a saturation effort on WRCA-TV New York amounting to $1.5 million in gross billing over the first six months. The campaign, placed through Grey Adv., New York, begins March 30 and will continue for 52 weeks, but the details of the second 26-week cycle have not been determined. The transaction, announced jointly by William O. Dillingham, executive vice president of Pabst and president of Hoffman Beverage, and William N. Davidson, general manager of WRCA-AM-TV New York, covers one-minute participations on various WRCA-TV programs and one-minute, 20second and fO-second announcements to promote Pabst Blue Ribbon beer and Hoffman soft drinks, including Hoffman Low Caloric beverages. The order, Mr. Davidson said, is "further evidence of a definite upswing on the part of many advertisers in the use of strategically-planned advertising over a long-term period." He added that "widespread support" of the campaign at point of sale is planned through promotions scheduled in chain and independent supermarkets. More than 1,500 food chain outlets and thousands of independents have agreed to tie in with mass floor displays, according to Mr. Davidson. MEDIA MEDIUM WOR-TV New York next Sunday will begin programming (9:30-10 p.m.) a "trade publication using television instead of the printed word" in the form of Ad World. The program, aiming at the 150,000 men and women in advertising and related fields in the greater New York area, will cover headline news in advertising through the use of live interview and panel discussion. Ward Byron, formerly with NBC, ABC, Young & Rubicam and Lennen & Newell, will act as host. The station reported last week that sponsorship, which is sold on a participating basis, thus far includes McCall Corp. (for Redbook), Westinghouse Broadcasting Co. and Parade magazine. The editor of the new show is Joseph Kaselow, New York Herald Tribune columnist. Included on the first program will be a test of the controversial "subliminal projection" concept. Page 54 • March 24, 1958 Merger With Lindsey Announced By Liller, Neal & Battle Agency Liller, Neal & Battle of Atlanta and New York, and Lindsey & Co., Richmond, will merge April 30, heads of the advertising agencies announced last week. The move will unite 30 accounts of the Atlanta firm and 19 from Richmond under the banner of Liller, Neal, Battle & Lindsey. C. K. Liller, William W. Neal and James L. Battle, principals in the Atlanta firm which was founded in 1940, are active in agency management, as is Dan W. Lindsey Jr., head of the Richmond agency formed in 1942. Officers of the merged organization are yet to be elected, but it was announced that staffs of the Atlanta and Richmond offices and a New York service office — totaling more than 70 people — will be left intact. Mr. Lindsey, member of the national board of the American Assn. of Advertising Agencies, has just completed a term as chairman of the board of the AAAA Southeast Council, a post that also has been held by Mr. Liller and Mr. Neal. Mr. Neal also is a national board member. Among accounts of Liller, Neal, Battle & Lindsey are: Armour Fertilizer Works, Bank of Georgia, Bank of Virginia, Barwick Mills, Brock Candy Co., Carling Brewing Co. (Southeast), Colonial Stores Inc., Craddock-Terry Shoe Corp., James G. Gill Co., Hardwick Stove Co., Ingalls Shipbuilding Corp., Kingan Div. (Southeast), Hygrade Food Products Corp., Knox Corp., H. W. Lay & Co., Life Insurance Co. of Georgia, Piedmont Aviation, Seward Luggage Manufacturing Co., The Southern Co., Titmus Optical Co., and Trust Co. of Georgia. KM&G Opens Washington Office Ketchum, MacLeod & Grove's Washington offices have been moved to 1000 Connecticut Ave., N. W. The branch had been temporarily set up at 726 Jackson PI., Broadcasting