Broadcasting Telecasting (Jan-Mar 1960)

assumed the GSA position. He was active in the 1952 Eisenhower campaign as chairman of the Morris County Citizens for Eisenhower Committee. Edward Kirkpatrick Mills Jr., comes from old New Jersey stock, tracing his family back to Revolutionary days. He went from Phillips Exeter Academy to Princeton, from which he received his bachelor's degree in 1928; to Yale Law School, graduating with his LL.B. in 1931. In The Bull Pen • Mr. Mills' early law work was with the Newark law firm of Pitney, Hardin and Skinner. In those junior days, he shared the "bull pen" with another New Jersey lawyer, William J. Brennan, Jr., who in 1956 was named to the Supreme Court. Mr. Mills' early practice was in corporation law, including specialization in railroad reorganization work. In 1939, he came to Washington with the Civil Aeronautics Authority. In that position he prepared the CAA's first air mail rate and new route opinions. During World War II, Mr. Mills flew with the Civil Air Patrol on anti-submarine missions, transferring to the Air Corps as a flight instructor and becoming an Air Transport Command pilot. He also served as planning officer at ATC and on the secretariat of two Joint Chiefs of Staff committees — on Atlantic communications and on Army-Navy air transport facilities in the Pacific. For his services he received the Air Medal. He held a commercial pilot's license with a flight instructor rating and had logged more than 1,000 hours. He returned to Morristown after being mustered out of service with the rank of major. He joined the family law firm of Mills, Jeffers and Mountain. In 1949 and again in 1950, Mr. Mills was mayor of Morristown. In the 1930s he had served on the board of aldermen, and had served in other civic roles. He was a director of Morristown Trust Co. and of Theobald Printing Co., Morristown. Mr. Mills is considered by those who know him as a "lawyer's lawyer." He has had no association in the broadcasting or advertising fields. Three years ago he told Broadcasting he had an "open mind on radio and tv" and that he likes to "marshal the facts and then reach a conclusion." He repeated that view last Thursday. Inventor • A Mills' hobby is a serious interest in inventions. He has several to his credit, including patents on a convertible vehicle, a combination automobile, airplane and boat, and a junior pilot trainer, developed before World War II. Other inventions also are in air and automobile safety. Mr. Mills is a member of Phi Delta Phi, national legal fraternity; Princeton's Colonial Club; the Metropolitan and Capitol Hill Clubs in Washington, and the Morristown Club. At Princeton he was on the track team (high hurdles). Mrs. Mills is the former Shirley Burks of Brownsville, Tex. They have two daughters, Shirley Neel, 12, and Katina Slade, 10. The family resides in Georgetown, D. C. They are members of the Christ Episcopal Church. BROADCAST ADVERTISING 15 TV NETWORK TOP ADVERTISERS They account for 46% of total '59 billings of $673 million The top 15 network television advertisers last year invested a combined $290 million at gross rates, or about 46% of the $673 million billed by the total of 320 advertisers who were in network tv. Network advertisers placing in last year's top 25 list paid a minimum of $6 million each at gross rates. To place in the first 15, the advertiser's gross time charges were $10.6 million or better, in the first 6, they were $20 million or more. This rule of thumb on network advertiser resources is based on a listing of 1959's total 320 advertisers in networking as released last week by Television Bureau of Advertising. The more than $672.3 million in tv network gross billing in 1959 represents a 10.7% gain over the 1958 total of $566.5 million (Broadcasting, Feb. 22). Because TvB's figures (compiled by Leading National Advertisers-Broadcast Advertiser Reports) were computed at gross (at the one-time rate), they do not reflect discounts which would reduce the totals for each advertiser. On the other hand, production costs are not included. If these were added, the individual advertiser investment would be much higher. Top 10 • Procter & Gamble was No. 1 in network tv. It spent more than $50.2 million at gross rates, only a little less than its $50.6 million in 1958. Also in the top 10 were Lever Bros., American Home Products, Colgate-Palmolive, General Foods, General Motors, R.J. Reynolds Tobacco, Gillette, Sterling Drug and General Mills. Comparing the advertisers' 1959 to 1958 using the gross time purchase as the base: Lever was up nearly $11 million, American Home spent some $7.5 million more, Gillette invested about $2.5 million less, Sterling was up $3 million, P. Lorillard increased approximately $3.1 million, Bristol-Myers dropped about $3.4 million, Liggett & Myers picked up about $700,000, American Tobacco spent about $1.3 million less, Chrysler dropped $4.8 million, Philip Morris increased $3.6 million (nearly double), National Biscuit more than doubled by upping $4 million, Kellogg TOP 25 ADVERTISERS ON NETWORK TELEVISION IN 1959: 1959 VS. 1958 RANK COMPANY 1959 1958 RANK COMPANY 1959 1958 1. Procter & Gamble $50,293,552 $50,638,647 14. Liggett & Myers $11,591,507 $10,849,983 2. Lever Bros. $32,734,955 $21,958,373 15. Pharmaceuticals $10,658,987 $10,173,557 3. American Home Products $28,109,458 $20,507,683 16. American Tobacco $ 9,881,440 $11,252,180 4. Colgate-Palmolive $22,478,524 $22,857,497 17. Chrysler $ 9,507,266 $14,341,471 5. General Foods $20,890,321 $20,733,118 18. Philip Morris $ 8,595,078 $ 4,967,012 6. General Motors $20,021,744 $20,593,366 19. Brown & Williamson $ 8,592,953 $ 8,250,471 7. R.J. Reynolds $16,123,827 $16,002,213 20. National Biscuit $ 7,599,142 $ 3,596,818 8. Gillette $13,642,174 $16,132,360 21. Kellogg $ 7,454,261 $10,290,885 9. Sterling Drug $12,975,463 $ 9,919,859 22. Miles Labs. $ 7,420,515 $ 4,785,393 10. General Wlills $12,919,237 $10,790,118 23. S.C. Johnson & Son $ 7,125,705 $ 5,242,271 11. P. Lorillard $12,825,558 $ 9,791,226 24. National Dairy Prods. $ 6,395,377 $ 6,709,514 12. Bristol Myers $12,616,707 $16,072,802 25. Standard Brands $ 6,254,610 $ 6,144,983 13. Ford Motor $12,048,187 $12,561,121 Prepared by BROADCASTING on basis of TvB gross figures. I . 44 BROADCASTING, March 28, 1960