Broadcasting Telecasting (Jul-Sep 1962)

FAST RELIEF ADS TOO FAST? FTC takes on the aspirin industry in special inquiry New headaches he ahead for aspirin manufacturers. The Federal Trade Commission announced an industry-wide investigation last week of analgesic makers to determine whether their advertisements contain false claims and unfair disparagement of competitors. At the same time the FTC shelved four pending cases involving analgesic advertising so simultaneous action can be taken on the basis of the investigation and "treatment given each advertiser consistent with that given all his competitors." (At Deadline, March 20, 1961). The four companies were charged with false advertising in 1961. Each, for example, claimed that his product relieves pain faster than any competing product. The companies, their products and their 1961 gross time tv billings: American Home Products Corp. (Anacin — $2,243,330); Bristol-Myers Co. (Bufferin— $3,009,870; Excedrin— $556,750) ; Plough Inc. (St. Joseph's aspirin — $1,235,260) and Sterling Drug Inc. (Bayer aspirin — $813,530). Analgesic advertisers as a group spent $37,354,592 in 1961 at gross rates in television, according to Television Bureau of Advertising. Many are also regular users of radio. FTC questionnaires will go to analgesic makers. The FTC said it will probably seek "the extent to which each [manufacturer] may have made comparative tests with competitive products and the thoroughness with which advertisers' testing of analgesics, in areas unrelated to relief of pain, has been made as supportive of claims that the preparations do not upset the stomach and do more than relieve pain." The FTC plans a particularly close look at claims of fast, fast, fast relief; tension relief, and anti-depressant and medical qualities in treatment of colds and flu. The FTC emphasized the investiga tion does not indicate the agency believes any of the analgesic claims violate the Federal Trade Act. Any action will come only if the advertising is, in fact, misleading, the agency said. Although an FTC staff member refused to predict what the commission might do, he acknowledged that possibilities include (1) complaints against manufacturers other than the four companies cited in 1961, or (2) formulation of industry guides. Also in advertising... New St. Louis office ■ Harrington, Righter & Parsons, New York, has opened an office in St. Louis. Richard M. Gardner, formerly on the HR&P staff in Chicago, will be in charge of the new office which is located in the Syndicate Trust Bldg., 915 Olive St., St. Louis 1. Telephone: Main 1-7475. International partnership ■ Norman, Craig & Kummel, New York, has formed a new international partnership by merging with Crane Adv. Ltd., London. The British agency will be known as Crane, Norman, Craig & Kummel, Ltd. GOVERNIVIENT House nears vote on clear channels OBJECT: TO END 50 KW POWER LIIVIIT ON CLEARS, DELAY DUPLICATION The House is expected to vote today (Monday) on a resolution aimed at giving the nation's 25 clear-channel stations a significant role in providing radio service to the country's so-called white areas. The resolution (HRes 714), unanimously approved by the House Commerce Committee, runs directly counter to present FCC policy. House passage is expected, but there is some question as to how effectively the measure can be implemented. It would put the House on record as: 1. Encouraging the FCC to authorize clear-channel stations to operate on power in excess of the 50 kw limit recommended by the Senate in a resolution passed in 1938 and honored by the FCC ever since. 2. Urging the commission to declare a one-year moratorium on proposals for duplicating the clears. This is directed at the pending commission proposal to permit a second station to operate at night on 13 of the clear channels. The Commerce Committee has acted swiftly to bring the measure to the verge of a House vote. Chairman Oren Harris (D-Ark.), introduced it on Wednesday, and the committee unanimously approved it on Thursday. Rep. Harris said he would attempt to bring it up for floor action today (Monday) under a suspension of the rules, thus bypassing the Rules Committee. House Speaker John McCormack (D-Mass.), was understood to be agreeable. Passage Expected ■ Legislation Space bill sidetracked The controversial communications sateflite bill (HR 11040) was sidetracked in the Senate all last week, as Senate leaders moved to bring up a host of measures having June 30 deadlines. But debate on the proposal to create a private corporation that would own the space communications system is expected to be resumed late this week. CBS Radio's The Leading Question will present a debate on the issue Tuesday (July 3) between Sens. John O. Pastore (D-R.I. ), floor manager for the bill, and Estes Kefauver (DTenn.), its chief opponent. brought up under this procedure requires a two-thirds vote for passage instead of a simple majority. But backers of the proposal are confident they'll get the necessary votes. Although a House resolution doesn't have the force of law, committee members believe the commission would honor the proposal in that it would express the sense of the House, and would grant higher power on a station-by-station basis. A commission official, however, indicated it may not be that simple. He noted that the Senate resolution opposing higher power is still in effect. A contrary House resolution, he said, would "leave a confusing picture." He said he couldn't predict how the commission would react. He indicated the commission would prefer a concurrent resolution or a bill. In either case, both houses of Congress would express their views and, thus, provide a more clear-cut policy directive. Originally in Bill ■ The House Commerce Committee's proposal was originally contained in a bill (HR 8210) introduced by Rep. John Dingell (DMich.), a committee member prominent 32 BROADCASTING, July 2, 1962