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IN SOUTH GEORGIA
AND
NORTHWEST FLORIDA . . .
A NEW MARKET
since Mar. 19th!
WALB-TV's new
1,000 FOOT*
TOWER
has almost doubled
the effective WALB-TV
market in this area !
"(Tallest in South Ceorgia and North Florida)
GRADE B POPULATION NOW IS:
730,600
. GRADE B TV HOMES NOW ARE:
126,200
Write tor
new coverage map!
ALBANY, CA. CHANNEL 10
WALB-TV
Raymond E. Carow, General Manager
Represented nationally by
Vcnard, Rintoul & McConnell, Inc.
In the South by James S. Ayers Co.
One Rate Cord
NEWSMAKER of the week
Normally, the appointment of a general manager for a General Motors division wouldn't create much of a stir in the ad business. But the naming of Edward D. Rollert as Buick general manager revived memories of McCann-Erickson''s switch from Chrysler to Buick and caused Madison Ave. to mull over the possible consequences to the agency.
The newsmaker: The choice of Edward D. Rollert as general manager of the Buick division was a surprise to agency row. Even people at D. P. Brother, Inc.. agenc) for the Harrison Radiator Div., which Rollert now manages, had no inkling of what was in the works. Though the Harrison executive knew Rollert was bound for a newr post, its exact nature was a mystery.
Like Edward T. Ragsdale, the man he is succeeding at Buick. Rollert is an engineer and designer rather than a sales or advertising executive. Unlike Ragsdale. who spent 36 years with Buick. Rollert has served with a number of GM divisions, a common practice among GM executives bound for the top. He is 47 and has spent his entire working career with GM, starting with the AC Spark Plug division. Inevitably, Rollert's appointment stirred theorizing among admen as to the fate of Buick billings, now probably about $15 million, a third of it set aside for network tv. With Buick's sales rank dropping from third to seventh place, and with some of this slide taking place during the tenure of Ragsdale and McCann-Erickson. it was natural for speculations to center on this subject. While Ragsdale knew Buick and its problems intimately, Bollert will have to start from scratch ami ii is unlikch there will be any such heady developments as Ragsdale's storied search for an agenc] to replace Kudner.
One of Rollert's first problems will be to make a decision on McCann-Erickson's recommendation for $5 million worth of network tv specials in the 1959-60 season. During the current season, the Buick ucli video budget, also about 85 million, is split — roughU half and half — between seven Bob Hope specials and an alternate week of If ells Fargo. In the print area, this is what Buick spent last year: Los than $5 million in newspapers, or about half of the 1951 total: about 82 million in magazines, down a third from the previous year. Buick has dipped into spot tv but the billings are miniscule.
Though Bollert has not been close to the slam-bang consumer advertising battle among auto manufacturers, he is described as the type that will roll up his sleeve and pitch into solving any kind of problem. Vdmen describe him as a "solid"" type, hut having a streak
of brilliance with all. He is married and has two >ons. one of whom loo to Purdue Ibis father's Mma Mater I. When he has time he hunts and fi>hc>. relaxes with bridge and chess. ^
SI'ONSOK
25 April 1959