We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
SPONSOR-SCOPE continued
The assignment of Pat Weaver to the chairmanship of McCann-Erickson Intc national accomplishes these multiple purposes (besides integrating him into the organization) :
1) Relieves Robert Healy of the international responsibility so that he can devote more to Colgate — of which he once was ad director.
2) Brings Bert Stilson, another executive v.p., back from Germany — where he's been quartered the past two years — so that he can help solve top management administration problems (like finding a new president of Communications Counselors, Inc.).
3) Since the future of international advertising lies in broadcasting, McCann-Erickson International gets leadership for the first time from a person with programing prestige and reputation.
Put down as another first this week's statement by Regal Advertising Associates containing the list of advertisers to whom it's selling tv spots secured via barter of motion picture features.
Heretofore the barter gentry have preferred to keep their clientele on an unpublicized relationship. Named by Regal are Exquisite Form Brassiere, Perfection Wine, Silf Skin Girdles, and I. Rokeach foods.
If you've noticed the accent the Mr. Clean commercials (Tathum-Laird) are putting on corporate identity, don't jump to the conclusion that this is something new for P&G.
It's happened several times in the past — a new agency on a new product selling the brand manager on using the corporate identity as an assurance of performance. The idea, of course, is to get the big company's glamor to rub off on the Johnny-come-lately brand.
But, as a general rule, this apron-strings arrangement is limited to a run of less than two years.
Agencies in Chicago and other western cities will be seeing adaptations of the half -hour presentation on farm radio and tv which the National Association of Farm
Directors put on before a couple hundred New York admen last week.
The presentation was financed by 27 reps, Keystone, and others. Some backers are breaking it down for showing elsewhere — with plugs attached for their own stations
C. J. LaRoche, which has the farm end of the Merck account (about $700,000), is working on an approach to spot commercials which may have a strong influence on the composition of farm-director programs.
The idea: If a commercial deals with animal husbandry, use information or interviews on that particular subject just aheail of it to set the tone.
Merck's budget for farm air media: around the quarter-million mark.
The FCC last week confirmed what the trade generally figured about broadcast time sales for 1958 as compared to 1957: radio came out approximately even and tv's revenue took a jump of over 9%.
Here's the comparative financial data on the two media:
22
INCOME SOURCES
1958 RADIO
U.S. 1957
1958 TV
U.S. 1957
Network time sales
$ 46,500,000
— 8.1',
$424,600,000
+ 7.7%
National-regional spot
172,000,000
+ 1.5
345,200,000
+ 14.9
Local time sales
320,200,000
+ 1.1
181,100,000
+ 4.1
Total time sales
$538,700,000
+0.3%
$950,900,000
+9.5%
Total broadcast revenues
$519,500,000
+ 0.7%
1 .030,000,000
+ 9.2%
Total broadcast expenses
481,400,000
+ 4.4
858,100,000
+ 9.6
Income before Fed. taxes
38,100,000
-30.9
171,900,000
SPONSOR •
+ 7.4 27 jitnf 1959