Broadcasting Telecasting (Oct-Dec 1962)

Candy-with the speed of a telegram "New! From Western Union comes CandyGram, the gift you wire — with your own telegram on the cover of a box of delicious kitchen-fresh chocolates." Behind the announcer's voice a whirling animated CandyGram zooms out of its spin to stop as the sleeve slips off the box to reveal the telegram cover, which slides up off screen to disclose a full-screen tracting audiences. The report noted that 57 of last season's 100 programs returned this season, and that of the programs on for more than one year, 68% were back this season. Of last season's new shows, 38% returned. The Nielsen report confirmed previous news reports showing more drama, situation comedy, adventure and variety in new shows. Very little addition of western, quiz panel or music was reported among this season's new entries on the schedule. A. C. Nielsen reported that network feature films have been successful in attracting audiences. The performance of the films was particularly strong in these areas: large metropolitan, the Northeast, the East-Central and Pacific and with the young and middle-aged and middle and upper income homes. Last season in the course of four weeks, two-third of the tv public viewed a network feature film. Other points: fringe time of 5-7 p.m. and 11 p.m.-l a.m. reaches 91% of all U. S. tv homes with the average viewing a total of 7 hours and 54 minutes per glamour shot of the box full of candy. That's the opening of the new tv commercial for CandyGram that started the company's pre-holiday campaign in mid-November in 28 cities. Agency is Cole Fischer Rogow, Beverly Hills, Calif. The CandyGram is seen traveling over cities (see picture), countryside and the suburbs, as the voice informs the audience that "Candy week. Late fringe time is better for reaching men and about as good for reaching women; fringe time is more suitable to attract women with no children or older children — women with young children view less during the early and late evening hours. Working women are substantial tv viewers even during daytime hours, it was noted. Don't be bashful, agencyman tells reps Station representatives should not be timid about presenting their sales story to the agency timebuyer or account executive, but they must be prepared to support it with facts, Jim Beach, vice president and broadcast supervisor, Foote, Cone & Belding, Chicago, said Monday in a talk before the Station Representatives Assn. there. But the representative should not press an alternative buy if it is clear that it will not fill the need, he said. Mr. Beach thinks representatives often allow the timebuyer to sell them instead of effectively making their own presentation. He indicated this happens be Gram travels with the speed of a telegram and is delivered — free — everywhere in the USA, everyday. "It's the gift you wire for all special occasions," the voice continues to an illustration of waving hands of people on shipboard, "for happy times and bon voyage. The gift you wire [as the screen reveals the clasped hands of a bride and grooml for happy anniversaries and weddings too. For special events and happy, happy birthdays" (with a festive party sketch that includes popping balloons). The party action increases on screen as a trio sings a jingle. As the music fades, the announcer states: "Call Western Union — anytime— to send a Candygram." The tv spot has three endings. For general use there's a little man, worriedly walking in circles until the idea strikes him that CandyGram is the solution to his special gift problems. For Thanksgiving the little man is a little Pilgrim father and for Christmas a little Santa Claus, but in each instance CandyGram proves the perfect gift. Candygram will spend between $300,000 and $400,000 during the next year, 85% of it for tv. The company will be concentrated before Christmas, Valentine's Day, Easter and Mother's Day. Mother's Day will get the heaviest promotion, about half of the total budget, the remainder being distributed among the other holidays. cause the representative is abashed. When the agency executive also is a specialist in the broadcast media. "If . . . you do not get a proper audience when . . . you have a real story to tell, which will produce the results sought," Mr. Beach said, "it is up to you to be dogged enough, tolerant enough, determined enough and tactful enough to get a proper audience." He said that in most cases where prospects are handled properly, budget, product and market information will be candidly treated to get the most value for the client and the representative will get full cooperation. McCall urges women to enter advertising "That special gift of the female sex — common sense" is one of five qualities young college women can bring to the advertising industry. David McCall, vice chairman of C. J. La Roche & Co., New York, stated that this quality gives young women the perception to "see that the emperor has no clothes on . . . and to say so." Speaking before a group of 275 col 42 (BROADCAST ADVERTISING) BROADCASTING, November 26, 1962