Broadcasting Telecasting (Jul-Sep 1962)

tn'ing to reach, if we ask Is anybody listening out there?' the answer we"re likely to get is: 'Don't bother us; we're busy,' , , . ". . . They have an uncanny knack for spotting the phony and ignoring tht, strident, for passing by the ordinarv and sneering at advertising that patroiiizes them. And you wonder, as yoxi look at a lot of our advertising today, just who is being naive, the public or the advertising world?" Circuit Rider ■ The AAAA has put its new president on the road with a schedule that would make the hardiest campaigner shudder. Four major speeches before four important audiences in less than a week is the schedule John Crichton faced and completed in late June. On June 22, he told the Colorado Broadcasters Assn. at Boulder how to hasten radio's renaissance (Broaekiasting. June 25). Four days later (last Tuesday) he made his AFAAAW convention speech. The next day (Wednesday) Mr. Crichton told the AAAA's Northern California Council at a luncheon meeting in San Francisco to stop wearing '"button-down hair shirts" and to trade unhealthy introspection for a realistic outlook on advertising and the world in /^idvertiser Banzhaff It's time for re-evaluation which it operates. The day after (Thursday) he gave his Southern California constituents a banquet address which told them what the AAAA is doina to create a better climate for advertising. 'To hear us talk in the advertising business," Mr. Crichton told his San Francisco audience, "one might think the public thought only of us — and our problems. Let me assure you that the public spends no time worrying about the damage advertising may be doing to its collective psyche. Nor does it lavish its love on us in eternal gratitude for having cleared its eight sinus cavities. "If there is any collective quality of the public, it is indifference. Where it finds advertising which is helpful, informative or amusing, it absorbs it and acts on it. Where the advertising is silly, dull and irrelevant, it ignores it. Where the advertising is annoying, repulsive or misleading, the public is indignant. . . ." In Los Angeles, the AAAA president stated: "we are now moving to create the best climate for the advertising business we know how." Mr. Crichton cited the organization's new creative code, "which begins with an acknowledgement of the responsibilities of advertising to the public and to the advertiser," and the new film on the attitudes of thought leaders toward advertising. (For new AFA officers, see page 60). Top network tv advertisers, product users in first quarter LEADING COMPANIES IN NETWORK TELEVISION JANUARY-MARCH 1962 Source: TvB LNA-BAR ESTIMATED EXPENDITURES BY PRODUCT CLASSIFICATIONS 1. Procter & Gamble $11,490,046 2. American Home Products 7,978,834 3. Lever Brothers 6,300.719 4. General Motors 6.05L511 5. Colgate-Palmolive 6-036.555 6. R. J. Reynolds Tobacco 5,949,099 7. Bristol-Myers 5 332 658 8. Ford Motor 5.27'^ 080 9. General Foods 4.9^5 431 10. Brown & Williamson 3.412,685 11. P. Lorillard Co. 3.358,395 12. Beech-Nut Life Savers 3,229,478 13. Alberto-Culver 3,086,386 14. Gillette 3,067,450 15. J. B. Williams Co. 3.029,161 16. General Mills 3,007.609 17. Kellog Co. 2,958,831 18. American Tobacco 2,770,112 19. Liggett & Myers Tobacco 2.731.158 20. National Biscuit 2 685 805 21. National Dairy Products 2 5'^n 963 22. Sterling Drug 2,431,103 23. Miles Laboratories 2,419,982 24. S. C. Johnson & Son 2,252,717 25. Philip Morris 2,248,141 LEADING BRANDS IN NETWORK TELEVISION JANUARY-MARCH 1962 Source: TvB LNA-BAR 1. Anacin tablets $2,719,191 2. Beech-Nut gum 2,483,665 3. Camel cigarettes 2,154,983 4. Chevrolet passenger cars 2,024,304 5. Winston cigarettes 1,986,611 6. Bufferin 1,890,048 7. Colgate dental cream 1.757,118 8. Salem cigarettes 1,740,086 9. Ford passenger cars 1.717.550 10. Kent cigarettes 1,675,853 1st Quarter 1st Quarter % 1962 1961 Change Agriculture & farming $ 469.787 Apparel, footwear & accessories $ 1,604,491 2.505,120 36.0 Automotive, automotive accessories & equipment 12,701,810 12,563,916 + 1.1 Beer, wine 1,754,602 1,518,354 + 15.6 Building materials, equipment & fixtures 1,011,805 415,847 + 143.3 Confectionery & soft drinks 7,810,222 5,866.903 -f 33.1 Consumer services 2,838,435 1.633.334 + 73.8 Drugs & remedies 27,640.335 23.048.039 4 19.9 Entertainment & amusement 211,268 352,715 40.1 Food & food products 34.933,184 32,365.903 + 7.9 Freight, industrial & agricultural development 47.145 237,120 80.1 Gasoline, lubricants Ei other fuel 4.660,699 3.919,791 + 18.9 Horticulture 103.693 11.956 +757.3 Household equipment & supplies 6.442.426 6.602.289 2.4 Household furnishings 1.064.873 990.096 + 7.6 Industrial materials 5,419,084 5.790.131 6.4 Insurance 3,610,525 2,939,894 + 22.8 Jewelry, optical goods & cameras 1,519,525 2.664,930 43.0 Office equipment, stationery & writing supplies 586,062 728.814 19.6 Publishing & media 358,623 577,941 37.9 Radio, tv sets, phonographs, musical instr.. accessories 1,343,377 565.094 +137.7 Retail or direct by mail 26,493 Smoking materials 21,879,702 19,465.427 + 12.4 Soaps, cleansers & polishes 19,584,071 19,182,664 + 2.1 Sporting goods & toys 1,877,480 915,312 +105.1 Toiletries & toilet goods 33.059.504 26,879,731 + 23.0 Travel, hotels & resorts 340.274 Miscellaneous 2,191.118 2,198.797 0.3 TOTAL $194,594,333 $174,436,398 + 11.6 Source: TvB LNA-BAR L&M filter tip cigarettes 1,661,564 19. Mercury & Comet pass, cars* 1,591.929 20. Viceroy cigarettes 1,547,027 21. Crest tooth paste 1.396.572 22. Campbell soups 1.309,161 23. Dristan tablets 1.307,586 24. Pall Mall cigarettes 1,294,197 25. Tide 1,286,911 *Double brand Pillsbury chilled products Alka-Seltzer Chesterfield cigarettes Marlboro cigarettes One-A-Day vitamin tablets Oldsmobile passenger cars Savings & loan foundation 1.145.493 1.105,257 1.069,594 994.376 974.789 965.965 960,580 BROADCASTING, July 2, 1962 29