Broadcasting Telecasting (Jul-Sep 1962)

PRODUCT PROTECTION PEACEPACT continued sion, had begun cancelling business on WBC stations when the Bates-Westinghouse impasse developed almost six weeks ago. The business thus withdrawn, Mr. Grey said, was placed on competing stations — after getting their assurances that the customary 15-minute protection standard would be observed. Last week he said the billings would be reinstated on Westinghouse stations provided the values equal or exceed those on the stations which were substituted. WBC's procedural statement reportedly was worked out after discussions not only with Bates officials but with several other leading agencies. In addition, a number of other agency authorities also indicated, unofficially, that they regard it as a satisfactory solution to a difficult problem. Want Protection ■ Agencies almost uniformly want 15-mintue protection, but most are less insistent than Bates and none has followed Bates' lead in threatening to cancel schedules on stations not granting it. Many have indicated they consider the problem a matter for case-to-case handling. Westinghouse's new procedural practices will apply in its dealings with all The following new products were reported last week to have entered spot tv on at least a test basis. Their activity was detected by Broadcast Advertisers Reports, national monitoring service, in its off-the-air taping of local television advertising and is described here as part of a continuing series of newproduct reports compiled for Broadcasting each week. The arrival of new products in television identifies them — often for the first time — as potential sources of future business for stations generally, and as potential competitors for other advertisers and agencies. Broadcasting's reports will list, each week, all products which during the latest monitoring period appeared for the first time in BAR records, whether they are entirely new products or are existing products not recorded in spot television before. BAR monitors six to eight markets each week, an average of 28 per month and a total of 77 different markets per quarter. Monitored during the week of June 8-15: Product: Montclair IVIodern Cigarette. Company: American Tobacco Co. Agency: Sullivan, Stauffer, Colwell & Bayles, New York. Schedules and markets: Nighttime 60, 20 and agencies and advertisers. It emerged during a week in which, independently, the broadcast media committee of the American Assn. of Advertising Agencies reportedly reached generally similar conclusions about the handling of conflicts. Committee authorities declined to comment on the outcome of their meeting held last Tuesday, except to say that a statement on product protection may be issued within the next few weeks. It was understood, however, that the committee took the customary agency position that a breakdown in the 15-minute protection standard would weaken television values. But it also was believed to have concluded that, as many stations contend, 15 minutes' separation is not always feasible and that in such situations the advertiser should at least be advised of the conflict. Whether the committee considered specific procedures could not be determined. Draft Ready ■ A draft outlining the committee's position in detail has been prepared, but its issuance was said to await clearance by other AAAA authorities. Spokesmen said it was possible the statement would not be issued, but indicated that it probably would be. The 10-second announcements in north central area. Product: Skis IVIenthol cigarettes. Company: U. S. Tobacco Co. Agency: Donahue & Coe, New York. Schedules and markets: Nighttime 20 and 10-second announcements in north central and southwest areas. Product: Tegrin skin preparation for psoriasis. Company: Block Drug. Agency: Sullivan, Stauffer, Colwell & Bayles, New York. Schedules and markets: Nighttime minutes in north central markets. Product: Groom & Clean hair tonic. Company: Chesebrough-Pond's. Agency: William Esty Co., New York. Schedules and markets: Nighttime minutes in north central area. Product: Vaseline Green Hair Tonic (anti-dandruff preparation). Company: Chesebrough-Pond's. Agency: Norman, Craig & Kummel, New York. Schedules and markets: Nighttime minutes in north central area. Product: Betty Crocker salad and cooking oil. Company: General Mills. Agency: Knox-Reeves, Minneapolis. Schedules and markets: Nighttime minutes in north central area. Product: Cling Vinyl Adhesive for household use. Company: Philan Inc., New York. Agency: Kenneth Rader Co., New York. Schedules and markets: Day and night minutes in north central area. committee is headed by Ruth Jones of J. Walter Thompson Co. It plans no further meeting on the product-protection question. The belief that the furore of the past few weeks had just about run its course was buttressed by Mr. Grey's estimate that the number of stations that have filed unacceptable product-protection assurances with the Bates agency has been reduced to "a handful." These, he said, include NBC and its five owned television stations, which cut their guaranteed-protection base from 15 minutes to 10 last year, and WTVJ (TV) Miami. He said he anticipated little difficulty in reaching a negotiated agreement with NBC. Despite the failure of either the NBC network or its owned stations to guarantee more than 10 minutes, he said that he had never experienced any problems in getting at least 15. But since he had insisted on 15-minute assurances in writing from other stations, he felt that "in fairness to the others" he should insist on written assurances from NBC, too. Eight Others ■ Aside from the five NBC stations and WTVJ, Mr. Grey said he had "unacceptable" replies from — but was still in negotiation with — a total of eight other stations. The station policies on protection were submitted after Mr. Grey canvassed all stations last month — immediately following the impasse with Westinghouse — seeking "reconfirmation" of the 15-minute protection standard. He said that as of last Thursday he had received replies from 460 out of 493 canvassed. Those who had not replied, he indicated, are in relatively small markets. He said new letters would go out to them shortly. These will be the third queries for these stations; a second went out two weeks ago when the number of non-respondents stood at about 100. "I'm truly delighted," Mr. Grey said last week after the Westinghouse deadlock had been broken and the number of "unacceptable" replies had dwindled, "that the stations in such overwhelming numbers have recognized their obligation to the advertiser in doing everything reasonably possible to help him sell his products effectively. "That, after all, was our basic objective to begin with." Bates Memo ■ He was even more exuberant in a memo sent Wednesday to other members of the Bates management and staff: "We are happy to advise all concerned that the Westinghouse Broadcasting Co. has just reversed its previous position on product protection. Westinghouse will shortly release a statement in which they will reconfirm the minimum 15-minute product protection for New products testing television 24 (BROADCAST ADVERTISING) BROADCASTING, July 2, 1962