Broadcasting Telecasting (Jul-Sep 1962)

A game of musical chairs for $50 Billings (in millions) Radio Account American Express Co. American Home Products Boyle-Midway Div. (Griffin shoe polishes) Dristan cold tablets Hazel Bishop Cosmetics Lanolin Plus, Wash 'n' Curl, Wash 'n' Tint, Rybutol Brown & Williamson Belair cigarettes Clark Oil Co. Eldon Industries Max Factor Natural Wave hair spray. Hi Fi Fluid Makeup, Three Fragrance Lines R. T. French (instant mashed potatoes) General Mills Betty Crocker mixes Glenbrook Labs Instantine Lestoil National Biscuit Co. Cream of Wheat National Dairy Products Kraft Foods Div. (dinner and paste To OB&M MW&S Esty K&E Daniel & Charles Keyes, Madden & Jones Greenfield Enterprises (client-owned) GM&B and Carson/ Roberts K&E NL&B B&B 7 Bates Foote, Cone & Belding From B&B Total 1.4 Tatham-Laird Tatham-Laird C. J. LaRoche C. J. LaRoche Bates Tatham-Laird K&E K&E JWT BBDO Compton SackelJackson BBDO JWT 5.6 2.5 2.5 0.085 0.9 5.6 1.3 2 6 3 1 1 1 0.2 3 0.75 1.6 0.72 8 5.5 .582 0.582 5 4 1 0.9 2.5 0.5 was an estimated $3.5 million, of which approximately $3 million is recorded in the broadcast column. (Though not in the "top 10," another P&G product, Jif peanut butter, shifted from Gardner to Grey — some $2 million total — all of which is said to be in broadcasting. Max Factor took $3 million worth of its cosmetics' advertising from Kenyon & Eckhardt to Geyer, Morey & Ballard and Carson/Roberts. Some $750,000 in broadcast billing was affected. Schlitz's Burgermeister beer. No. 10 in billing with $3 million, is said to have been spending more than half ($1.74 million) in the broadcast media. That account left BBDO for Post, Morr & Gardner. While these accounts are impressive in the advertising world, they do not compare to the moves in the early half of 1961 when such accounts as Texaco ($12 million total, $10 million in broadcast), Liggett & Myers (all brands at $28 million, of which $19 million was in broadcast), and Joseph Schlitz beer ($16 million overall, $7 million in radio-tv) were shifting. But the six months of 1962 had a few stories to tell (which do not appear in the table). The Rolls Royce account, for years a prestige biller at Ogilvy. Benson & Mather, went to Erwin Wasey Ruthrauff & Ryan (only $300,000 in annual billing). Tidewater Oil, once heavy in total media and in broadcasting, declined sharply in billing, reportedly was soliciting other agencies and finally was resigned by Foote, Cone & Belding. Some accounts have yet to find their new agency association. Lestoil, for example, which leaves SackelJackson Co., Boston, by the end of this year, is seeing presentations by New York agencies these days. Among them: Papert, Koenig, Lois; Doyle Dane Bernbach; Fuller & Smith & Ross; and William Esty. "If you hate Dilly Beans, you'll love Dilly Bells." That's the theme of Park & Hagna Inc.'s new radio campaign. Since it scored a broadcast advertising success in New York and Washington, D. C, for Dilly Beans two years ago (Broadcasting, Sept. 12, 1960), P&H decided to try the medium again, this time for Dilly Beans and three new products — Dilly Bells, Dilly Cues and Dilly-0. (The new "dillies" are pickled tomatoes, sweet cucumber strips and sweet pickled onion relish, respectively. ) As in the 1960 campaign, Park & Hagna will, at least for the time being, use WQXR New York exclusively in its goods) Nestle Co. Nescafe Instant M-E Coffee market. A 13-week schedule on the station, which begins today (July 9), includes 20 minute-announcements per week. In addition, WGMS Bethesda, Md., will promote the Dilly products in the Washington, D. C, area. Papert, Koenig, Lois Inc., New York, P&H agency, which has ordered a twoweek campaign in Washington, beginning July 23, hopes to lengthen its schedule there and sign another station in New York, if the initial radio test is successful. Park & Hagna Inc., a company formed in 1959 by two 26-year-old exschool teachers, Jagquelyn H, Park and Esty 5 3 Sonya Hagna, appointed Papert, Koenig, Lois as agency for its Dilly Beans ( "The Edible Swizzlestick") in the summer of 1960. PKL promptly put Dilly Beans, "green beans politely pickled in vinegar and dill," on WQXR, WNTA-TV, WNBC-TV and WPIX (TV), all New York, and WRC-TV Washington. Within a matter of months, the product was selling so well, according to William A. Murphy, PKL vice president and media director, that the small canning plant was unable to keep up with the demand, and the broadcast campaign was ordered to a halt. Rep appointments... ■ WHAV-AM-FM Haverhill, Mass.: Eckels & Co., Boston, as New England DILLY CALLS ON RADIO ONCE AGAIN Hopes new products will match success story of '60 28 (BROADCAST ADVERTISING) BROADCASTINQ, July 9, 1962