Broadcasting Telecasting (Oct-Dec 1963)

Bank uses ancient instruments in TV spots Christmas history in various nations and the music of ancient instruments have been combined by the Pittsburgh office of Fuller & Smith & Ross to help the Mellon National Bank in that city gain new members for its Christmas Club. Using both radio and TV, the spots utilize the music of the Antiqua Players, a University of Pittsburgh faculty group which features a psaltery, viola da gamba, virginal and recorder. The radio spots open with a carol, then a description of the origin of an old Christmas custom. The story is followed by the pitch: "Today, there's another Christmas custom you should know about — the Mellon Bank Christmas Club." The TV spots open with the ancient music and a story illustrated by woodcut-type pictures, such as the one shown here depicting the medieval Yule Log celebration. F&S&R and the Mellon Bank report excellent results from the series. through the AAAA) — Art Tatham of Tatham-Laird, chairman of the AAAA; Richard A. R. Pinkham of Ted Bates & Co. Networks — vice presidents Alfred R. Schneider of ABC-TV, Joseph Ream of CBS-TV, and Ernest Lee Jahncke Jr., NBC. Television Bureau of Advertising — George Huntington, vice president and general manager. Broadcasters — Clair McCollough of the Steinman stations; Donald H. McGannon of Westinghouse Broadcasting, chairman of the NAB research committee and Rating Council; Robert W. Ferguson, wtrf-tv Wheeling, W. Va.; William Quarton, wmt-tv Cedar Rapids, Iowa, chairman of the NAB board. New Katz TV cost summary The Katz Agency, New York station representative has issued its "Spot Television Advertising Cost Summary," a guide to calculation of spot budgets in 236 TV markets. The summary, available to advertisers and agencies, is revised by Katz semi-annually. It gives a market-by market and cumulative cost estimation for half-hour sponsorships and 20-second announcements in prime time and minutes in three other day parts. Also offered are formulas for calculation of frequency discounts and estimation of costs for announcements of other lengths. 3 California agencies announce merger Three Southern California advertising agencies will merge Jan. 1 into a new agency: Anderson, Morgan, DeSantis and Ball. Headquarters will be at 1717 Highland Ave., where one of the component agencies, Anderson, Arthur and Morgan, is currently located. The other two parties to the merger are Ball Advertising, Los Angeles and Palm Springs, and DeSantis Advertising Agency, Glendale. Robert F. Anderson will head the new agency as president. Raymond R. Morgan Jr. will be executive vice president and marketing director. V. James DeSantis will serve as vice president and production head. Everett L. Ball becomes vice president and creative di rector. Audrey Fraser, copy chief at Anderson, Arthur and Morgan, continues in that capacity with Anderson, Morgan, DeSantis and Ball. Mr. Anderson will continue as account executive for First Federal Savings and Loan Association of Hollywood; the Whamo Co., toy manufacturer; Brookside Vineyard Co. and Roy Brown Automotive, maker of Impact seat belts. Mr. Morgan will continue as account supervisor for the corporate division of the Schick Safety Razor Co. Mr. Ball's advertising and public relations accounts include Palm Springs Aerial Tramway, Palm Springs Chamber of Commerce, Brookside Dairy and Kirkeby Center, new Los Angeles office building. Miss Fraser will serve as account executive on Bill Parry Sportswear and Robbins Construction Co. accounts. McCann gets more Westinghouse billing The Westinghouse TV-radio division in Metuchen, N. J., which plans a new campaign featuring heavy use of network TV, is switching agencies — from Grey Advertising, New York, to McCann-Erickson, that city. Westinghouse says the shift, effective March 12, is designed to consolidate the radio-TV division's advertising in one agency. McCann already handles Westinghouse's corporate-wide TV promotional activity, a $6 million, 52-week package of sponsorships on CBS-TV (Broadcasting, Oct. 21). Billings involved in the agency shift are said to total more than $1 million, about 60% of which will go into network TV. McCann reports there will be some spot TV activity but no figures are available now. Westinghouse's Metuchen division reports that first quarter advertising stress will be placed on the company's new "Instant-on TV," an improvement in its TV sets which enable viewers to receive a picture as soon as the set is turned on. Grey Advertising will continue to handle Westinghouse's portable appliances division in Mansfield, Ohio and Westinghouse Broadcasting Co., neither of which will be affected by the shift. Rep appointments . . . ■ Wavz New Haven, Conn.: McGavren-Guild Inc., New York, as national representative, excluding New England. ■ Wmin St. Paul-Minneapolis: MidWest Time Sales, Kansas City, Mo., as regional representative. ■ Wlkw Providence, R. I.: Gill-Perna Inc., New York, as national representative. 28 (BROADCAST ADVERTISING) BROADCASTING, December 23, 1963