Broadcasting Telecasting (Jan-Mar 1960)

WITH THE Inter Mountain Network PRODUCT-MEDIA-AGENCY THE IDEAL COMBINATION A Great Advertising Agency Arthur Meyerhoff & Associates, Inc. Buys A Great Advertising Medium (INTERMOUNTAIN NETWORK) To sell a great product DOUBLEMINT GUM for Wm. Wrigley Jr. Co. ning a $180,000 spot radio campaign, using stations in Los Angeles, Orange and Ventura counties, through Fuller & Smith & Ross, Los Angeles. Oneminute spots, with full orchestra and chorus and specially written music, make up the campaign, which will stress various themes, beginning with Plymouth's prove-it-yourself economy test. Ham Nelson, FSR broadcast director, supervised production of the commercials. This spring campaign is part of year-long advertising by the Plymouth Dealers with an annual budget of over $250,000. Return Dip • Kelvinator Div. (clothes washers) of American Motors Co., Detroit, resumes tv spot during the second week in March in 65 markets. The campaign is a continuation of week-long runs which started last October. Minutes and 20-second spots are used. The most recent schedule was during January. Agency, Geyer. Morey, Madden & Ballard, Detroit. News switch • Standard Oil of Indiana, multi-million dollar regional broadcasting client, is dropping sponsorship of CBS World News Roundup on WBBM Chicago after 14 years and buying 2-minute newscasts on WGN, that city. According to the company's agency, D'Arcy Adv., the move will gain greater saturation and marketing impact in the Chicago area. Standard Oil is to sponsor news on the half hour, seven days per week, with about 120 commercial minutes as against 12 on the network five days per week newscasts. The package will be for 52 weeks at a cost of approximately $200,000, double what it spent on WBBM. The change will not affect that company's news shows in the rest of its 15 midwestern and Rocky Mountain states distribution area nor its nightly newscasts on WBBM-TV. United Airlines and International Nickel Co. have bought CBS Roundup, effective upon Standard Oil's withdrawal at a yet-unspecified date, WBBM reports. Sub for 'Reporter* • Esso Standard Oil, N.Y., plans a radio spot announcement campaign, probably to start in a few months, in place of its 24-year-old Esso Reporter, which was dropped at end of last year on all radio stations except WCBS New York. Program was on 36 stations in 32 markets. At one time in its long career it was in more than 70 markets. Decision to abandon it (except in New York) is understood to have been based in part in belief that radio today puts such emphasis on news that Reporter had lost much of the stand-out value it used to have. The decision does not affect television's Esso Reporter, currently in 47 markets. Agency: McCann-Erickson, N.Y. • Union Oil Co., L.A., which a year ago transferred its broadcast advertising from Young & Rubicam, L.A., to Erwin Wasey, Ruthrauff and Ryan in that city, has returned it to Y&R which has continued to handle all print advertising. Union Oil is co-sponsor of play-by-play broadcasts of the Los Angeles Dodgers on a radio network of more than a dozen stations in Southern California, Nevada and Arizona. Also included are broadcasts in Spanish on KWKW Pasadena for the many Latin Americans residing in the greater Los Angeles area. Agency appointments • Family Products Div. of WarnerLambert Pharmaceutical Co., Morris Plains, N.J., appoints BBDO, N.Y., as its agency to handle Bromo-Seltzer effective April 1. The Bromo-Seltzer account, billing some $3 million yearly, had been serviced by Warwick & Ligler which has picked up additional Revlon billing (At Deadline, Feb. 15). • Jackson Brewing Co., New Orleans, appoints Doherty, Clifford, Steers & Shenfield Inc., N.Y., to handle all advertising for Jax Beer in nine southern states. • Jewel Tea Co. (227-store midwest supermarket chain), Chicago, appoints Earl Ludgin & Co., that city, effective March 1. • Vick Products Div. of Vick Chemical Co., N.Y., has named Sullivan, Stauffer, Colwell & Bayles, N.Y., to handle advertising for Vicks Cold Tablets, an account worth some $2 million in yearly billing. It formerly was serviced by Ogilvy, Benson & Mather, N.Y. • Myzon Labs, Chicago, appoints Henri, Hurst & McDonald, that city, and its Canadian subsidiary. Myzon uses radio, tv, print and direct mail. • Twill, a nutritional food supplement used in losing weight, appoints Wyse Adv., Cleveland, for Ohio, Indiana, Michigan and Kentucky. Media plans have not been announced, but Wyse says it expects to increase use of radio, tv, newspapers and direct mail. • Quaker State Oil Refining Co. of California appoints Gumpertz, Bentley & Dolan, L.A. Kenyon & Eckhardt is Quaker State's national agency. The California subsidiary has not previously retained a separate agency. Campaign plans, budget and media selections are now being determined, according to the agency. ,Jf YOU too ' ty will get the GREATEST SALES results when you use — The Nation's Most Successful Regional Network HEADQUARTERS • SALT LAKE CITY • DENVER Contact Your Avery-Knodel Man 40 (BROADCAST ADVERTISING) BROADCASTING, February 29, 1960