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REPORT TO SPONSORS tor 14 July 1952
Old Cold, Lucky
don't want to
stretch out
Transcription
tagging may
be abolished
P. Lorillard (Old Gold) and American Tobacco (Lucky Strike) each issued communiques to the press disavowing any intentions of turning out king-sized versions of these brands, a la Chesterfield. Lorillard is content to let Embassy carry king-size banner for that house, while American regards success of its Pall Mall entry in that field ample for one company.
-SR
Transcription Rules Committee of NARTB preparing to ask FCC to abolish rule requiring stations to tag recorded, transcribed or filmed shows as such. Path for petition was eased by informal session with commission. (SPONSOR 25 February issue treated situation from viewpoint of advertisers, who urged immediate revocation of rule.)
-SR
Yellow margarine campaign in New York State week of 1 July stepped up to point where Lever Bros. ' Good Luck brand scheduled 2,700 4 and 8-second announcements in 12 cities, with barrage crowded into 8 days. Kraft's Parkay carried out $30,000 spot blitz of its own in TV as well as radio, and Standard Brands' Blue Bonnet package moved into fray with weekly schedule of about 200 announcements. State's dairy interests have been striking back with newspaper ads, but there are no indications whether butter forces will include radio and TV in their counterattack.
-SR
Crosley grants Crosley Broadcasting Corp. has given Miami University's School of
N. Y. spot business benefits as margarine goes yellow
$10,000 for election study
8% of all farm
families in U. S.
own TV sets
RCA to launch
biggest ad
campaign in
its history
Murphy added to ARF board
CBS TV Workshop to run 26 weeks with Ford Foundation grant
Business Administration $10,000 for study on TV's role in 1952 elections. School's marketing department will direct research.
-SR
Market Research Corp. of America, formerly Industrial Surveys Co. (Sam Barton), reports that as of January 1952 farm families owned 3%% of all TV sets in country and that of all farm families in U.S.A. 8% owned TV sets.
-SR
RCA Victor launches heaviest ad schedule in its history this month. Campaign, stressing company's lowest price TV set, includes Meredith Wilson radio show and Curtain Call on TV, both NBC. Leading consumer and trade magazines and 109 newspapers are on schedule.
-SR
Adrian Murphy, CBS-Radio president, and E. A. Schirmer, of CrowellCollier, have been nominated to Advertising Research Foundation's directorate. Others on board include Lowry H. Crites, General Mills; Marion Harper, Jr., McCann-Erickson ; F. B. Manchee, BBDO, and D. P. Smelser, Procter & Gamble.
-SRFord Foundation starts underwriting CBS' Television Workshop 9 November as 90-minute show. Guarantee is for 26 weeks and money comes out of Foundation's initial $1,200,000 grant for quality TV and radio programs. Series will include original scripts by Maxwell Anderson, French ballet features, and music by Leopold Stokowski ; it may be sponsored.
SPONSOR