Motion Picture Daily (Jan-Mar 1937)

MOTION PICTURE RADIO DAILY RADIO 10 Lord&Thomas Tops Spenders For NBC Time A time purchase breakdown by agencies reveals that Lord and Thomas, in the interest of its clients, spent more money with NBC in 1936 than any other agency, with a record high of $4,492,369. J. Walter Thompson Co. was next with $4,151,376, while Blackett-Sample-Hummert and Blackman Advertising, Inc., with time purchases of $4,048,579 and $2,018,344 respectively, complete the agencies in the first division. The resume of the 20 top-flight spenders, follows : Agency Time Buy Lord & Thomas $4,492,369 J. Walter Thompson $4,151,376 'Blackett-Sample-Hummert $4,048,579 Blackman Advertising $2,108,344 Young & Rubicam $1,745,184 N. W. Ayer & Son $1,453,210 Wade Adv. Agency $1,220,132 Erwin Wasey & Co $1,057,286 Stack-Goble $ 933,251 Benton & Bowles $ 857,047 Roche, Williams & Cunnyngham. .$ 774,866 Campbell-Ewald $ 756,924 McCann-Erickson $ 582,952 Pedlar & Ryan $ 572,543 Lennen & Mitchell $ 532,628 Federal Adv. Agency $ 517,231 Sweeney & James Co $ 506,923 Biow & Co $ 483,624 Hutchinson Advertising Co $ 476,130 The above time expenditures are estimated without discount deductions. The following is a breakdown of the clients represented by the above agencies, and the sums expended on each individual account : Lord and Thomas: American Tobacco, $936,089; Associated Oil, $20,246; Bourjois Sales Corp., $77,508; Cities Service Corp., $536,641; General Motors Corp., $116,060; Horlick's Malted Milk Co., $545,379; International Cellucotton Products Co., $138,896; Jell -Well Dessert Co., $3,640; Pepsodent Co., $1,352,064; Quaker Oats Co., $124,660; RCA, $586,790; Radio Guide, Inc., $48,324; Rainier Brewing Co., $6,072. /. Walter Thompson: Elgin Watch Co., $99,600; Emerson Drug Co., $16,992; Andrew jergens Co., $75,090; Johns-Manville Co., $5,920; Corliss Lamont Co., $56,652, National Dairy Products, $780,204; Shell Petroleum, $550,435; Standard Brands, Inc.: Chase & Sanborn, $752,040; Fleischmann-Baking, $353,223; Fleischmann-Health, $427,053; Royal Desserts, $367,887; Tenderleaf Tea, $373,580; Swift & Co., $171,056; Union Central Life Inc. Co., $36,396; Weco Products, $85,248. Blackett-Sample-Hummert: For American Home Products Co.— Anacin, $459,685; Angelus Rouge, $78,818; Bi-so-dol, $38,134; Hill's Nose Drop, $32,052; Kolynos, $106,800; Old English Floorwax, $47,495; B. T. Babbitt, Inc., $329,480; for General Mills— Bis quick, $158,583; Wheaties, $85,840; for Procter and Gamble— Dreft, $22,836; Oxydol, $676,510; for Sterling Products— Bayer Aspirin, $478,385; Dr. Lyons Toothpowder, $660,013; Phillips Dental Magnesia, $116,425; Phillips Milk of Magnesia, $249,432; Phillips Face Cream, $116,797. Blackman Advertising: For Procter and Gamble— Chipso, $351,876 Crisco, $695,246; Ivory Flakes, $300,716; Ivory Soaps, $670,506. Young & Rubicam: Axton-Fisher Tobacco Co., $42,000; Bristol-Myers Co., $738,520; for General Foods Corp. — Calumet, $65,244; Jello, $468,120; Minute Tapioca, $42,966; Sanka, $127,560; Packard Motor Co., $260,774. A?". W. Ayer and Son: American Rolling (Continued on page 12) The Flood City-by-city account of how radio broadcasting in the flood areas has been effected will be found in a general story of the flood starting on Page 1 and continuing on Page 4. WOR Reports Flock Of New Air Shows Several new programs have been signed at WOR. The "Sleepy Hollow Gang," sponsored by Drug Trade Products, Inc., and heard Tuesdays through Saturdays from 4:30 to 5 P. M., completes the renewals. Benson and Dall, Chicago, is the agency. Colgate Palmolive Peet, through Benton & Bowles, Inc., renews its Monday through Friday transcribed dance series beginning Feb. 1. The Reiser Co., through Franklin Bruck Advertising Corp. renews "Belle Bart," heard Sundays from 1 to 1 :15 P. M., renews beginning Feb. 7. Additionally, the "Schaeffer Beer program begins Feb. 7, from 9 to 9 :30 P. M. The program will feature Leo Reisman's orchestra, Ray Heatherton, the Symphonettes and weekly guest stars. The premiere guest will be Eve Symington, with Ramona scheduled for the second program. Batten, Barton, Durstine & Osborn is the agency. "Romances," sponsored by the Weston Biscuit Co., begins Feb. 14 from 9:45 to 10 P. M. No cast has been selected as yet. The sponsor placed the program direct. A new series sponsored by Levitt & Sons for a Long Island real estate promotion begins Feb. 21, from 11 to 11:15 A. M. The program will feature vocals by Bert Rogan and music by John Monday's orchestra. The series, for 13 weeks, was placed through Frank B. Johnston & Co. Seeman Bros, begins sponsorship of the Wednesday broadcasts of the "Allie Lowe Mile Club" program, beginning March 3. The program is heard from 3:30 to 4 P. M. Charles W. Hoyt & Co. is the agency. Starting March 28, Breyer Ice Cream Co., will sponsor WOR's weather reports three times daily, noon, 4:15 and 11 P. M. The contract is for 26 weeks, through McKee, Albright and Ivey of Philadelphia. Radio Press Resuming Philadelphia, Jan. 25. — Radio Press, fan magazine that folded in 1935, comes to life again next month. A weekly, selling for five cents, the sheet will supplement radio stories with theatre, films and night club items. Distribution will be for local consumption by the Norman Publishing Co. HILDEGARDE has been set for an appearance on Ed Wynn's program Feb. 6. . . . Bob Brenner, formerly of WHN, has presented a program idea at CBS that is receiving serious consideration. . . . Ed Reynolds, CBS sales promotion department is another in the brigade of flu sufferers. . . . Dorothy Lamour is to be Jack Oakie's guest Jan. 26. . . . + Martha Raye appeared on the Rinso program last week with a doctor and a nurse by her side. She came fresh from the hospital, where she was bedded with flu and was taken to the broadcast in an ambulance. . . . Herman Bernie has arranged for Jack Benny to appear as guest star on the What He Thinks Chicago, Jan, 25. — Eddie Silverman of Essaness Theatres, large Chicago circuit, thinks this about radio and Alms: "There is no question but when a radio artist becomes popular he has value in motion pictures — even though it may not be consistent, I feel that steady use of big picture names on the air, particularly on nights when there are three or four big attractions on the national networks, constitutes decided compeition to the theatres." NBC Changes in Chicago Bill Hay continues as Amos 'n' Andy's announcer, but has resigned from the NBC Chicago sales department. He is being replaced by E. K. Hartenbower. The latter is being replaced by Charles L. Hotchkiss, who comes from California to handle local sales. "Vocal Varieties" Set "Vocal Varieties" is the title of a new program to be inaugurated shortly oyer the NBC-Red for "Turns," a product of the Howe Medicine Co. The series begins Jan. 28 at 7:15 P. M., E.S.T. and will be heard each Tuesday and Thursday thereafter. H. W. Kastor, Inc., is the agency. New "Vox Pop" Announcers Beginning today, Ford Bond and Milton Cross will replace Wallace Butterworth and Ben Grauer as announcers on the "Vox Pop" program, heard weekly at 9 P. M., E.S.T. on the NBCRed. Stack-Goble is the agency ; Molle Shaving Cream sponsors. Harvey Joins Agency George W. Harvey joins the Mutual sales staff in Chicago beginning Jan. 25. Formerly with WGN, Harvey replaces Pete Nelson, who resigned from Mutual to accept a position as time buyer at Blackett-Sample-Hummert, Inc. Hit Court Broadcasts Dayton, Jan. 25. — A resolution against radio programs from courtrooms was adopted by the committee on unauthorized practice of law at the Ohio State Bar Ass'n. convention here. American Can Co. program March 2. In return, Bernie will appear with Benny in the near future. . . . Gracie Barrie has been set for the Hammerstein program Feb. 2. . . . + Leonard Braddock, who left NBC for a department store job some months ago, is back at the network as secretary to Wayne Randall. . . . John Monks, Jr., co-author of Broadway's "Brother Rat," and Eddie Albert, one of the leading players, are both NBC personalities. Monks is an actor who has been appearing anonymously on several NBC programs ; Albert is a member of the network "Honeymooners" team. . . . New Shows On the Air "The Guiding Light" Procter & Gamble, sponsors of yesterday's debut, "The Guiding Light," promised something different to the listeners in the introductory address, but like so many other "different" script programs, this adheres to the ' "sweetness and light" pattern that characterizes so many of the afternoon "talkie" efforts. The program traces the noble deeds of a Dr. John Rutledge, a minister of a parsonage in a melting pot neighborhood. In the opening chapter Dr. Rutledge attempts to save a wayward, car-stealing youth from the "cops." During the parson's temporary absence, a stranger enters the church and surprises his daughter, Mary, at the organ. When he discovers the identity of the rector, the intruder emits a sinister, derisive laugh. Which promises the excitement for subsequent episodes. "The Guiding Light" is a Monday through Friday presentation over the NBC-Red, beginning at 4:45 P. M., E.S.T., and sponsored by Procter & Gamble for P & G Soap. Banner Arbitrators End Strike at WBNX The first strike ever to effect a radio station, WBNX, New York, engineered by the American Radio Telegraphists Ass'n, an independent union claiming to represent the technicians at WBNX, has been settled under terms of an agreement set up by an arbitration board comprising three of the station's major sponsors. The main features of the agreement are : 1. — The A. R. T. A. demanded recognition of its association as the sole representative of its technicians. The board set up a committee to pass upon any disputes. The committee is comprised of one technician in the employ of the station, one representative of the A. R. T. A. ; two members of the station, and three members of the arbitration board. This committee is to function until the end of the arbitration agreement — one year. 2. — The demand made by the association that radio technicians be recruited from its own membership is to be left to the discretion of WBNX. 3. — The A. R. T. A. demand that no employes be discharged without the association's consent was compromised under the ruling that no technician can be discharged without four weeks' notice except for some flagrant offense. 4. — The A. R. T. A.'s demand that no radio technicians be required to work at any place where non-union employes were employed was ruled out by the arbitration board. 5. — On the demand for a 40-hour, 5-day week, the board ruled for a 40hour week and not more than 8^4 hours in any day and not more than six days per week except for emergency work. 6. — The wage scale set by the board granted $35 per week for returning employes. New employes are to be (Continued on page 12) More Radio — Page 12 i Radio Personals ►