Broadcasting Telecasting (Jul-Sep 1960)

WITH THE Inter Mountain Network / COVER WYOMING LIKE A BLANKET with INTERMOUNTAIN NETWORK'S WYOMING GROUP KFBC KOWB CHEYENNE LARAMIE KWYO KPOW SHERIDAN POWELL KOVE KVRS CASPER ROCK SPRINGS KVOC KLUK CASPER EVANSTON FIRST in AUDIENCE FIRST in PROMOTION FIRST for Your SALES Ask Your Avery-Knodei Man Date Thur., Aug. 11 Fri., Aug. 12 Sat., Aug. 13 Sun., Aug. 14 Mon., Aug. 15 Tue., Aug. 16 Wed., Aug. 17 ARBITRON'S DAILY CHOICES the week August 11-17 as rated by the multi-city ratings of American Research Bureau. Program and Time Untouchables (9:30 p.m.) 77 Sunset Strip (9 p.m.) Gunsmoke (10 p.m.) What's My Line (10:30 p.m.) Celebrity Talent Scouts (9 p.m.) (half-hour show) and What Makes Sammy Run? do p.m.) (hour show) Comedy Spot (9:30 p.m.) Circle Theater (10 p.m.) Copyright 1960 American Research Bureau > for each day of 1 Arbitron Instant Network Rating ABC-TV 24.3 ABC-TV 19.5 CBS-TV 26.2 CBS-TV 20 6 CBS-TV 16.2 NBC-TV 16.2 CBS-TV 14.7 CBS-TV 15.7 TV APPLIED TO APPLIANCES Proctor-Silex's sales boom traced to tv Proctor-Silex Corp., Philadelphia — once Proctor Electric Co., an upstart in the electrical appliance manufacturing business — now has a place among the larger corporations in the land as well as in the ranks of major tv advertisers. For Proctor, size and tv use have been related. As the company increased its television, the firm grew in sales. In 1 954, the year when Proctor first tested spot tv in New York, sales hit $4.6 million. Last year's sales were $19 million. This year the firm will show an estimated $26-27 million in consumer appliance sales. Another $13-14 million will be added from its merged and non-consumer operations this year. The company popped into the advertising news last week by announcing it would throw its heaviest tv support yet in back of its fall (Sept. 12-Dec.l) selling season. Proctor-Silex will be in 100 major markets through participation in six NBC-TV daytime shows (hm Murray, Concentration, Dough-Re-Mi, From These Roots, Make Room for Daddy and Here's Hollywood). The advertiser also noted that it would return in its tv advertising to its animated characters of Mildred and Albert (originated by Proctor's agency, Weiss & Geller; animated by Ernest Pintoff and produced by his Pintofl" Productions in New York) which sold millions of toasters and irons for the company over the years. Last spring. Proctor used a group of filmed commercials on network that featured Jerry Lewis and the comedian's wife. Mildred and Albert had been a near-advertising trade mark for Proctor on spot tv as the appliance manufacturer increased its use of the medium and entered a period of spiralling sales. Spot to Network ■ While ProctorSilex got its start via spot (New York was first and Los Angeles and Philadel phia followed in the 1954 spot testing), it's tv now is all network. From its three test cities. Proctor's spot tv had grown in only a few years to spot in 40 markets. In 13 weeks of testing spot tv in New York, the number of Proctor dealers rose from 300 to 3,000. The secret of its tv success: Proctor early in its advertising strategy decided it had a product that must be demonstrated, did this on tv, using the medium spectacularly as a personal selling tool. While Proctor-Silex could trumpet the return to tv of Mildred and Albert (recorded voices of Pat Carroll and Allen Swift) and the tv opening of 100 major markets to its product line, the big noise for tv actually was in the background: With little fanfare accompanying its deliberations, the company is considering (1) the addition of spot to its current network and (2) the eventual debut in tv of its Silex line. B Business briefly Time sales Radio debut ■ Henry L Siegel Inc., N.Y., which has previously advertised its H.I.S. brand sportswear in magazines, trade papers and direct mail, will start a 13-week test run today (Aug. 22) over WINS New York, using three spots daily (Mon.-Sat.). All spots in the $15,000 campaign will be delivered in contemporary teenage jive talk, with jazz music background, by Jack Lacy, host of the Jack Lacy Show. Agency: Leber & Katz Inc., N.Y. It's reported that should the test run pay off, H.I.S. will buy radio nationally. Ceeco tests radio ■ Ceeco Engineering Corp., through Claude E. Morris & Assoc., L.A., has started a test radio spot campaign for Ceeco-Magic. treatment for brake linings and clutch YOU too ^ W"* will get the GREATEST SALES results when you use — Tho Natinn'c Mnst "Jiirrps";!!!! Rpninnal Nfilwnrk 44 (BROADCAST ADVERTISING) BROADCASTING, August 22, 1960