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"SPONSOR-SCOPE
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Lestoil last week advised SPONSOR-SCOPE through F&S&R that it hasn't embarked on geographical pullback on tv coverage and that the only place it's limiting itself to a regional network is in ABC TV nighttime.
The company's tv plans for the start of 1963: a minute in Tonight for the full network, some participations in daytime network tv nation-wide and spot tv in 26 states.
Lestoil is anxious to get the record straight because it doesn't want its brokers beyond the Mississippi to think they weren't going to get ample weight.
Gulton Industries (Compton) will have another new item to promote when it takes off on its spring tv campaign.
The newcomer: a cigarette lighter with a battery that recharges itself.
(See 19 November SPONSOR-SCOPE for an article on the job tv's done for Gulton.)
Out of the midwest comes a report that can and glass companies are expected to accelerate their inventiveness in dressing up the beer container.
Now that Alcoa has come through with the soft top cans (for Schlitz) beer marketers are looking for such thing as tab tops from the can people and "high fashion" shapes from the bottle makers.
And what does it bode for tv? Why, of course, a rush to demonstrate the superior utility and the decorativeness of the innovations.
As it happened, Alcoa's air splurge to support the introduction of Schlitz's soft top and the glass companies' counter special campaign on the no-return bottle got quite a favorable reaction from the brewers themselves.
Talking about sponsors who kick themselves for passing up shows that turn out smash hits, Alberto-Culver's Leonard Lavin, who's spending at the rate of $30 million a year in tv, demonstrated that he's not above that antic, and in public too.
Lavin told the Chicago Broadcast Advertisers Club that he was offered one of the first cracks at Beverly Hillbillies and he thumbed it down because he didn't think it had a chance.
And, too, Lavin didn't hesitate to don sackcloth before his competitors. The gathering included people from Helene Curtis' four agencies.
On the less brooding side, Lavin took the occasion to tick off his three main tenents of achieving leadership in his field:
They were: (1) the marketing of quality products at premium mass prices, with distribution in all possible outlets; (2) a minimum number of executive personnel; (3) a maximum number of advertising dollars concentrated on television.
Quite obviously sales and profits are bouncing high for Whitehall (Bates) the current fiscal year.
The American Home Products' proprietory division has $300,000 in advertising surplus that it proposes to put into nighttime network tv commercials all to be scheduled before the end of December.
This gambit might be chalked up as a first for radio: CBS Radio network sales are making a selling point of the fact that the network has a mechanical device which automatically maintains a proper decibel balance between the program content and the commercials.
The name of the mechanism is Audimax, and the citation by CBS Radio sales is evidently a response to the furore newsprint columnists have been making lately about stations stepping up of volume for commercials. Also criticisms of the practice by Interpublic's Marion Harper, K&E's William Lewis and other admen.
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SPONSOR/26 NOVEMBER 1962