Broadcasting Telecasting (Oct-Dec 1959)

point out lessons drawn from Ford Motor Co.'s 36-page Readers Digest insert which gained higher readership than the issue in which it appeared. Marketing and communications, the preparation of advertising plans, setting clear-cut objectives for advertising agencies, and management's objectives in advertising will be explored in speeches and case histories Tuesday. James Reston, chief of the New York Times Washington bureau, will present "A Viewpoint from Behind the Headlines" at the Tuesday luncheon. Some of the most effective recent advertising campaigns of ANA member companies will be examined in case histories to be presented at the Wednesday meeting. These include OwensIllinois Glass, American Can, Mutual Benefit Life Insurance, United Air Lines, General Electric's Lamp Div., U.S. Plywood, and the Richard Hudnut-DuBarry Sportsman Div. of Warner-Lambert. TvB manual to stress retail use of tv ads National Retail Merchants Assn., in cooperation with the Television Bureau of Advertising, is preparing a manual for both tv stations and the retail industry in the proper use of television advertising. The guide will cover such topics as preparation of slide commercials; merchandising of tv in stores; writing copy for commercials; use of syndicated films, and the value of tape for commercials. Retail members of a committee, which will work with TvB, include the following promotion executives: George Titus, Woodward & Lothrop, Washington, D.C., chairman; Ted Bushman, ZCMI, Salt Lake City; Ann Coplan, Scranton Dry Goods Co., Scranton, Pa.; Harold Haener, Macy's-California, San Francisco; Chester M. Leopold, Wolf & Dessauer, Fort Wayne, Ind.; Jack Miller, Leonard's, Fort Worth; Irving Myers, Union Fern, Troy, N.Y.; and John H. Noble Jr., The Marston Co., San Diego, Calif. New audience survey Television Personal Interviews Inc., New York, has announced the first of a new bi-monthly audience measurement service to be conducted the week of Nov. 29-Dec. 5. Offered to advertisers, agencies and networks, the TPI studies will include detailed audience composition, sponsor identification, who selected programs, evaluation of programs, other media, exposure, and product usage data for all prime time network programs. TPI uses the technique of personal coincidental interviews conducted where tv is watched. 70 (BROADCAST ADVERTISING) Awards given by Chicago copywriters Jack Baxter, president of Creative House Agency and former creative director of Earle Ludgin & Co., was recipient of the Chicago Copywriters Club's top award at its third annual Spotlight Dinner Tuesday (Nov. 3). Award for the best written, locallyproduced tv commercial of the year went to Steven Lehner, of MacFarland, Aveyard & Co., for his work on Formfit Co.'s Sleex foundation garments. Mr. Baxter, whose agency handles over 20 accounts, was honored as "copywriter of the year" for a print ad on behalf of Carson, Pirie Scott, local department store. He also won one of CCC's "Golden 30" awards which drew 120 entries and produced four other winners. Mr. Baxter founded the club in 1957 and served as president for two years, winning three consecutive "30" awards. These honors are awarded on the basis of five samples with an aggregate of 30 or more points. Golden 30 winners are: Charles Blakemore and Rudy Perz, Leo Burnett Co.; Dean Carson and John Jakes, Abbott Labs.; Thomas Cadden, Tatham-Laird; Winifred Snyder, North Advertising; Ted Barnett and John Rand, Foote, Cone & Belding; winner. Ken Synder, Phil Young, Dean Lierle, Donald Dickens, Jack Trindl, John Calnan, all Needham, Louis & Brorby. Blue ribbon awards were made to entrants whose individual work scored five points or more, but whose aggregate points did not total 30 or more. • Business briefly Time sales Takes Oscar tab again • For the third successive year the motion picture industry will sponsor the annual Academy Awards television and radio program. The Motion Picture Assn. of America, New York, in cooperation with other industry elements, will again underwrite the next Oscar telecast and broadcast on NBC Radio and NBC-TV April 4, 1960. Production, distribution and exhibition segments of the industry are reported to have pledged support to the program. Exhibitors will again back the program on their theatre screens, in lobbies, special displays away from the theatre, as well as in their newspaper advertising. Parade feast • American Character Doll Corp., N.Y., and Remco Industries Inc., Newark, N.J., both through Webb Assoc. Inc., N.Y., will sponsor "Thanksgiving Parade Jubilee," 90-minute holiday program produced by CBS News for showing on CBS-TV Nov. 26 (Thurs. 10-11:30 a.m. EST). Starring Captain Kangaroo as host, special will feature Macy's Parade from New York, Gimbel's Parade in Philadelphia and the J.L. Hudson's procession in Detroit. Additional feature will be visit to Bamberger's Universal Christmas City in Newark. Musical salute • John Oster Mfg. Co., Milwaukee, in behalf of its electrical kitchen appliances, will sponsor ABCTV's The Golden Circle, an hour-long musical special saluting a quarter century of song on Nov. 25 (10-11 p.m. EST). The programs stars Eydie Gorme and Steve Lawrence as co-hosts and guest stars Nat King Cole, the Andrews Sisters, Frankie Avalon, the Mills Brothers and Rudy Vallee. Agency: The Brady Co., Appleton, Wis. One-time rate • Lanvin Parfums Inc. has selected NBC-TV's The Price Is Right for its first network tv purchase. Through North Adv., Chicago, the maker of Arpege scent has ordered the colorcast auction game for Dec. 9. 8:30-9 p.m. EST. Lanvin. a familiar network prize donor, last year spent more than $500,000 in tv spot. The one-shot network purchase was described by the sponsor as "only the first step" in a perfume educational campaign in which Lanvin hopes to make more use of network tv. Ups budget • Acousticon International Div. of Dictograph Products Inc., Jamaica, N.Y., shifted its account from Anderson & Cairns Inc., N.Y., through which it invested more than $900,000 in national and local advertising in 1959. to the Wexton Co., N.Y. Acousticon's budget for nationwide campaign in 1960 was estimated at $1.5 million. Thirteenweek spot radio drive will start in March or April, it's reported, using newscasts in some 50 markets with local tie-ins by Acousticon distributors. Also starting in spring will be spot tv campaign using ad agencies to leading network news programs. Heavy print ad campaign is also planned. In line with its enlarged advertising program Acousticon is broadening its distribution operations. Second meeting • Lincoln National Life Insurance Co., Ft. Wayne, Ind., will sponsor NBC-TV's "Project 20-20" production of "Meet Mr. Lincoln" for second consecutive year on Feb. 1 1 . 1960 (Thurs. 9-9:30 p.m. EST). Program won Sherwood award for "application of brilliant technique to familar and important subject," and Emmy award for "best editing of tv film." New "Laramie" residents • Liggett & Myers Tobacco Co., NY., through McCann-Erickson Inc., NY., will expand its sponsorship of NBC-TV's BROADCASTING, November 9, 1959