Broadcasting (Apr - June 1960)

In TV PREVIEW (MUD nothing sells like MB RADIO WJW the STORER station backed by 33 years of responsible broadcasting CALL KATZ or National Sales Offices: 625 Madison Ave., New York 22 230 N. Michigan Ave., Chicago 1 The bouncing ball technique of the movie theatres’ audience participation community sings has been adapted by Fuller & Smith & Ross, Los Angeles, and Playhouse Pictures to a new 20-second commercial for Kal Kan Rounds, new pet fod which basically is meatballs canned in gravy. For Kal Kan, the bouncing ball is a bouncing meatball which moves from frame to frame with a hungry dog in eager pursuit over the words that make up the rhymed message: “Finally, a pet food that pours. Shaped like a meatball to end all your chores. The complete pet diet for cats and hounds, Brand new Kal Kan All-year ROUNDS.” Bounching into the lettering, the meatball becomes the “O” of the word “ROUNDS” until it is pounced upon and gobbled up greedily by the happy pooch. The commercial ends with a picture of the Rounds can. The spots will be broadcast on tv A HAPPY POUCH Follow the bouncing meatball stations in Los Angeles and San Diego starting Aug. 8 in a six-week introductory campaign in Southern California. Harmon O. Nelson, broadcast vice president of F&S&R, L.A., supervised the spot, which was animated by Playhouse Pictures. Tom Shea is account executive and Norv LaVene is account supervisor on the Kal Kan account. 1,800-line newspaper ads will back up the tv spot saturation campaign. day version won’t begin until July 11. Agency: Benton & Bowles, N.Y. In for Ann ■ General Foods through Benton & Bowles has slotted a new taped revue. The Spike Jones Show, in the Ann Sothern Show time on CBSTV (Mon., 9:30-10 p.m. EDT) for nine weeks, beginning Aug. 1, until The Andy Griffith Show debuts in that time. Ann Sothern moves in the fall to Thursdays at 9:30, replacing this season’s Markham, sponsored by Schlitz (through J. Walter Thompson) and Renault (Kudner). Bill Dana, who created “Jose Jimenez” on the “Steve Allen Show” on NBC-TV, will produce the Jones series, with Bob Scheerer, former associate producer of the Allen show, as a director and an Allen writer, Don Hinkley, with similar duties. Lady Esther buys tv ■ Chemway Corp., for Lady Esther Products, has bought participations in ABC-TV’s daytime shows, Day in Court, Beat the Clock, and Who Do Your Trust, beginning June 28. The contract calls for a quarter-hour a week for 25 weeks. Agency: Cohen & Aleshire, N.Y. Two go golf ■ Williamson-Dickie Mfg. Co., Fort Worth, through Fuller & Smith & Ross, has bought half of CBSTV’s PGA Golf Championship July 23 (5-6 p.m. EDT) and July 24 (4:30-6 p.m. EDT). Olympic buy ■ P. Lorillard, through Lennen & Newell, N.Y., and Pabst Brewing Co., through Kenyon & Eckhardt, that city, have signed for CBSTV’s coverage of the final Olympic track and field trials, scheduled for July 2 (5-7 p.m. EDT). Agency appointments ■ Oasis Corp. Stanton, Calif., names Boylhart, Lovett & Dean Inc., L.A., to handle sales development for introduction of Rola-Dri tub enclosures to add a shower to bath tubs. Media plans are now under consideration. ■ Bar Harbor Inc., L.A., appoints Boylhart, Lovett & Dean Inc., L.A., to handle the Imperial Chef refreshment bar, a product designed to accommodate individual servings of coffee, soup and other beverages and foods without need for bottled water. Media plans are being formulated. ■ Cone Mills Inc. (fabrics, Cone towels), N.Y., to Grant Adv., N.Y., from Cohen, Dowd & Aleshire. The account is valued at the “middle to high six figures.” ■ WRVA-AM-TV Richmond, Va., appoints Zimmer-McClaskey-Frank, that city. The agency is handling all advertising and publicity for the tv station’s changeover to ABC-TV which went into effect May 30. ■ Mutual Broadcasting System: Erwin Wasey, Ruthrauff & Ryan, N.Y. 44 (BROADCAST ADVERTISING) BROADCASTING, June 27, I960