Broadcasting Telecasting (Jul-Sep 1960)

Record Details:

Title:
Broadcasting Telecasting
Date:
Jul-Sep 1960
Publisher:
Washington, D.C. : Broadcasting Publications Inc.
Volume:
Broadcasting
Leaf #:
000892
Language:
English
Subjects:
radio and television periodical, Broadcasting -- United States -- Periodicals
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
Library of Congress, MBRS, Recorded Sound Section
Sponsor:
Library of Congress, Motion Picture, Broadcasting and Recorded Sound Division
Coordinator:
Media History Digital Library
Date Added:
August 29, 2022
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LONG ISLAND IS A MAJOR MARKET! THE GREATER LONG ISLAND MARKET (Nassau-Suffolk) MORE DRUGS ARE SOLD ON LONG ISLAND THAN IN ATLANTA, AKRON AND ALBUQUERQUE.. PUT TOGETHER! '72,043,000 (Sales Mgt.) WHLI Dominates the Major Long Island Market (Nassau) . . . Delivers MORE Daytime Audience than any other Network or Independent Station! (Pulse) >1 0,000 WATTS IHHLI HEMPSTEAD lONC ISIANO, N. Y. AM 1100 FM 96 3 Represented by Glll-Perna Deadline, July 11). Wade snared a portion of the Toni account — about $1 million billed for Deep Magic Facial Cleanser and a new hair coloring test product. The accounts move from North Adv. about Sept. 1. In a further realignment of products, also indicated by the Gillette division at that time, the $750,000 Pink Pamper Shampoo account shifts from Clinton E. Frank to North. A new public affairs sponsor for tv shows The gradual trend toward sponsorship of quality public service shows, sparked by the experience of Bell & Howell, gained momentum last week. A relatively unknown manufacturer, American Photocopy Equipment Co., bought alternate weeks of NBC-TV's Huntley Reports (starting Sept. 25), plus a two-part news and public affairs series on CBS-owned WBBM-TV Chicago. Total "show costs": about $530,000. The business was placed through Irving Rosenbloom & Assoc., Chicago agency. The company (makers of photocopy, binding, laminating equipment) maintains national distribution, but heretofore has been active only in magazine and direct mail media. Its regular national advertising budget runs about $1.3 million, supplemented by a "test fund" for experimental purposes. This past spring it invaded broadcast media for the first time, buying WBBM-TV's primary elections documentary. Beat the Drums. The Huntley buy carries an option for cancellation after the fourth week and alone represents a half-million-dollar investment. Why did American Photocopy get into public affairs tv? David L. Elias, vice president, copy chief and account executive at the Rosenbloom agency, says to reach "quality audiences" and to obtain "leads on a quality basis with quality programs through low-pitch commercials." If they bring desired results— in terms of "image" as well as leads — the company hopes to expand its use of television from the test-fund stage, he added. ■ Business briefly Time sales Playing ofFense ■ Gillette Safety Razor Co., via Maxon Inc., Detroit, kicked off a $4.9 million 10-week campaign last Saturday (Aug. 27) to introduce a new product. Right Guard power-spray deodorant for men, as well as for three other Gillette products. The sales drive will be incorporated into Gillette's sponsorship of the World Series on NBC-TV and NBC Radio, five weeks of major league baseball on ABC-TV, NCAA football games on ABC-TV, Saturday Night Boxing on ABC-TV, radio d.j. programs in over 100 U.S. markets and starting Sept. 1 a tv spot campaign for Right Guard for four weeks in the top 25 markets. Daytime debut ■ Coast Fisheries Div., Quaker Oats Co., Chicago, will use six CBS-TV daytime programs, along with other media, to introduce nationally its new meat-flavored Puss 'n Boots brand cat food. Tv commercials in the $500,000 introductory campaign will feature the new brand through October, after which they will be integrated until next June with commercials for established Puss 'n Boots products, single biggest tv user at Quaker Oats. Agency: Lynn Baker Inc., N.Y. 'Temple' buyers ■ Beech-Nut Life Savers Inc., Canajoharie, N.Y., and Radio Corp of America have signed for twothirds sponsorship in NBC-TV's The Shirley Temple Show, new colorcast series beginning Sept. 18 (Sun. 7-8 p.m. NYT). Frank Baum's "The Land of Oz" will be the premiere feature. Agencies: Young & Rubicam for Beech-Nut and J. Walter Thompson for RCA. Belafonte specials ■ Revlon Inc., N.Y., will sponsor two hour-long specials starring Harry Belafonte during the coming season on CBS-TV. Norman Jewison, who directed the special Tonight With Belafonte last December, marking the singer's tv debut as star of his own show, will direct the first Revlon special on Nov. 13 (10-1! p.m. EST) . The second is scheduled for next spring. Revlon's agency: Grey Adv. ARBITRON'S DAILY CHOICES Listed below are the highest-ranking television shows for each day of the week August 18-24 as rated by the multi-city Arbitron Instant ratings of American Research Bureau. Date Program and Time Network Rating Thur , Aug 18 Untouchables (9:30 p.m.) ABC-TV 17.4 Fri., Aug. 19 Twilight Zone (10 p.m.) CBS-TV 17.9 Sat., Aug. 20 Gunsmoke (10 p.m.) CBS-TV 23.5 Sun., Aug. 21 What's Mv Line (10:30 p.m.) CBS-TV 21.7 Mon. Aug 22 What Makes Sammy Run? (10 p.m.) NBC-TV 16.8 Tue., Aug. 23 Diagnosis: Unknown (10 p.m.) CBS-TV 17.5 Wed. Aug 24 U. S. Steel Hour (10 p.m.) CBS-TV 19.0 Copyright 1960 American Research Bureau 42 (BROADCAST ADVERTISING) BROADCASTING, August 29, 1960