Broadcasting Telecasting (Jan-Mar 1960)

ON THE SPOT! WITH THE BEST SPOT BUY from MAINE to NEW ORLEANS •WLOB and the Lobster Network Portland and the state of MAINE 'WARE Ware, Worcester Springfield, MASSACHUSETTS •Wl Boston, MASSACHUSETTS •WWOK Charlotte, NORTH CAROLINA •WJBW New Orleans, LOUISIANA Reaching a total population of OVER 5,730,000 with a buying income of $6,100,000,000 GET YOUR SHARE! See your National Representative RICHARD O'CONNELL CO. WLOB, WHIL, WWOK, WJBW BREEN & WARD CO. WARE TARLOW ASSOCIATES SHERWOOD J. TARLOW, president NBC-TV. It had not been reported last week which of Colgate Palmolive's three agencies would handle its order. Picnic planning • Smith, Hagel & Knudsen, N.Y., is checking radio availabilities in 46 markets for Fonda Container Co., planning a holiday paper plate and cup campaign. The agency wants two-week schedules around Memorial Day and Independence Day, using minute transcriptions scored by Mitch Leigh, president of Music Makers Inc. Hi Ho Silver • General Mills, Minneapolis, has signed a new contract for The Lone Ranger extending through the 1964-65 season. The series has been broadcast for this company's products since the program's inception on tv in 1949. The new contract adds five years to the current pact which expires in September and assures the Jack Wrather Organization, owner of the series, a basic minimum income of approximately $3 million in the next five years from this and other domestic sources. The series is currently on ABC-TV each Sunday at 5:30-6 p.m. and on ABC-TV each Saturday at 11:30 a.m. -12 noon. The shows reach an average of 10 million homes or more than 21.5 million viewers per week, Mr. Wrather said. Seafood • Booth Fisheries Corp. (seafood products), Chicago, will spend over $300,000 for a Lenten advertising campaign, with approximately $15,000 allocated for radio in selected markets, starting with TeUo-Test in St. Louis. Agency: Lilienfeld & Co., Chicago. Bulova in April • Bulova Watch Co., Flushing, N.Y, has set its timepiece for an expected time signal re-entry into spot radio (Broadcasting, Feb. 1) this spring (probably early in April). Bulova has approved McCann-Erickson's proposal for the time signal package that will bring back "B-U-L-O-V-A, Bulova watch time" on the airwaves after an 11-year absence. The watch company used the technique in radio for 23 years, giving up its franchise as it moved into television. Fourth lap • American Oil Co. (Amoco), via Joseph Katz Co., N.Y., has picked up sponsorship for fourth consecutive year of CBS Radio's broadcast of the Florida International Twelve Hour Grand Prix of Endurance from Sebring, Fla. Reports on progress of the race will be broadcast at regular intervals on Saturday, March 26, network announced. Amoco trophy is awarded to the winner of the race. Bets on Paar • Elgin National Watch Co., says its commercials on Jack Paar's nightly show on NBC-TV were outstanding in building pre-Christmas sales and dealer enthusiasm. Elgin will underwrite a variety special with Mr. Paar as producer — star on that network, April 26, 10-11 p.m. Also, Elgin plans ananother two Paar specials next fall. This spring there'll be an increase in Elgin participations in the nightly Paar stanzas. Arrangements for Elgin's specials were made with NBC by the advertiser, MCA and J. Walter Thompson, N.Y. Dart spots • New York-New Jersey Retail Selling Assn. of Dodge Dealers has announced a 20-week $200,000 ad campaign for the 1960 Dodge Dart. Tv and newspapers will be used by the association of 55 dealers in Manhattan, the Bronx, Westchester, Rockland and northern New Jersey areas. Starting about March 1 a tv campaign of some 2 to 10 spots daily for 20 weeks will be seen on an unannounced number of stations in New York. Spots will reportedly call attention to a dart-throwing contest which will have a Dart car as grand prize. Agency: Cole, Fischer & Rogow, N.Y. Tv for Muriel • Consolidated Cigar Corp. (Muriel cigars) launching a tv spot campaign in an unspecified number of markets, primarily using night ID's and station breaks. Agency: Lennon & Newell, N.Y. Spot and network • Peter Pan Foundations Inc., N.Y., plans spot tv drive in five major markets, running some 10 spots per week from mid-March to early June. Also purchased is 13-week spot participation starting in March on ABC-TV's Who Do You Trust. Agency: Ben Sackheim Inc., N.Y. Plymouth buys • Plymouth Dealers Assn. of Southern California is begin 'Spotlog' Participating spot announcements are being carried at a rate of more than 300 a week by the three television networks. The bulk of them are on ABC-TV, Broadcast Advertisers Reports said last week in announcing a new weekly service, "Network Spotlog". BAR said that in the week ended Feb. 4 ABC-TV carried 243 announcements, NBC-TV 63 and CBS-TV 17. The total of 323 promoted 145 brands of 83 companies. BAR said "Spotlog" was designed for stations and station representatives, who traditionally are sensitive to network activity in the area of participating spots. 38 (BROADCAST ADVERTISING) BROADCASTING, February 29, 1960