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A round-up of trade talk, trends and tips for admen
SPONSOR HEARS
II APRIL 1959
C*pyrl|ht 1958
•P0N80R
PUBLICATIONS INC.
S. C. Johnson apparently isn't letting nostalgic sentiment run away with it: The wax and cleanser company turned down NBC TVs version of Fibber McGee & Molly.
Johnson sponsored Fibber for many years in radio. In fact, the show's Tuesday night spot was ranked as impregnable to opposition.
Never let it be said that CBS TV's program department outscores NBC TV's —
at least not in the number of vice-presidents.
With two programing v.p.s added last week, NBC now has seven compared to CBS TV's five.
Pay no attention to the report that Yellow Pages is switching from spot tv to network.
As explained by Cunningham & Walsh, any such move would be both impractical and harmful. Yellow Pages must have flexibility, since the spot schedules are closely related to the individual selling periods of the 14 phone companies using the C&W copy.
Collectively, the spot budget now runs close to $1 million a year.
The airlines running between New York and Detroit must be getting enough traffic from the networks alone to give them a good profit.
Rarely a weekday has gone by in recent weeks when sales delegations from the three tv networks weren't found scurrying around the auto companies and their Detroit agencies.
Fuller & Smith & Ross in making pitches to its clients refers to three kind* of radio as available to the buyer today.
The categories: (1) Housewife radio; (2) selective tuning radio, such as for news, weather, and public service; and (3) promotional radio, where the advertiser, bent on supporting his dealers with a special effort, gets both circulation and advertising.
Agency people who have to wrestle with a product that has an ephemeral market have it easy in comparison with a yeast brand back in the '30s.
Each psychological appeal was exhausted every 1 1 days, and the agency was constantly faced with the task of picking up a new set of customers with a separate copy platform and media strategy.
80
The return of Chase & Sanborn to JWT can't help but recall to Thompson \etcrans a reverse situation: how that agencv in l'J-14 got the news that Old Gold wai being moved buck to Leuneii & Mitchell (now Lennen «\ Newell).
(Jut of the blue one morning came a letter addressed to no one in particular at JWT, merely giving the date of cancellation. The notice was signed by Lorillard's then president, Arthur Herbert Kent.
Consequence: Even before the account heads or the management knew about it, the news of this exit of $5 million was all over the agency.
SPONSOR • 1 I APRIL 1959