Sponsor (July-Dec 1952)

I Jr m m m I WAVE-TV OFFERS TOP AVAILABILITY! A few absolutely topnotch spot participations are now available on "Masterpiece Movietime", a tremendously popular series of top-flight film features. AUDIENCE: Large, loyal, enthusiastic. One request for viewers' opinions of the show swamped our nighttime switchboard gal with hundreds of calls, well into the early morning. Mail is still pouring in. Typical comments: "The best show on television". . . "If you take Masterpiece Movietime off, I'll sell my set." TIME: Tuesday night at 10 — the perfect movietime for televiewers. TYPICAL SHOWS: Alexander Korda's Seven Days to Noon, The Wooden Horse, Interrupted Journey, Hideout. Also, The Ware Case, The Four Just Men, Convoy, The Fall of the House of Usher, etc. CHECK WITH: F&P! WAVE-TV FIRST IN KENTUCKY (^AokkcI NBC • ABC • DUMONT lOUISVWI, KENTUCKY FREE & PETERS, Inc. Exclusive National Representative^ REVERE I Continued from page 29 I vak (who jointly owns and produces the show with Miss Roundtree) and three experienced journalists. Those who have occupied the hot seat include Gov. Thomas E. Dewev of New York I who gave the program a scoop with his announcement that he would support Gen. Dwight D. Eisenhower for President I ; Sen. Joseph McCarthy of Wisconsin. Walter Reuther. president of the CIO's United Auto Workers; Michael Di Salle, Federal price stabilizer. The show is bracketed at the end with selling commercials on Revere Ware. Usually, one item is sold at a time and the agency now has a collection of 12 commercials which it rotates. Beauty and utility are the keynote themes, with "waterless" cooking and the convenience of a wall rack for hanging Revere pots and pans among the important selling points. Here is some recent TV copy on Revere Ware: "Ladies, just look at these sleek, smooth lines of Revere Ware — its sparkling, silvery, stainless steel beautv — its matchless design! Noiv you can understand why proud owners call these utensils "kitchen jewels." But until you use Revere Ware with the gleaming copper bottoms you'll never know what a difference it makes in your cooking. The copper bottom spreads the heat so quickly and evenly, it helps prevent hot spots and the burning of food. "And this Revere Sauce Pan enables you to cook the Revere 'Low-heatwaterless' way saving you time, fuel and worry — also, you preserve natural food values, improve flavors, reduce kitchen heat and odors. It's wonderlul. too, how easy it is to restore Revere Ware to its silvery luster after each use. The commercial then showed how to use a particular Revere item — in this case, the egg-poacher. Film was inserted in this primarily live commercial to show how eggs are poached and, following this, the price of the item was given. Mentioning the price is a recent practice in line with the policy of putting more sell into the commercials. Cartoons have been used on occasion but the agency feels that a photograph of a Revere Ware pot looks much better than a drawing. Also inserted in the program are 118 public service announcements such as appeals to vote and collect scrap and plugs for the Red Cross, Boy Scouts, cancer fund and so forth. This sort of insertion is not hit-or-miss for Revere has made a policy of putting public service messages into its advertising for years. Indeed. Meet the Press itself is part of that policy. The men responsible for Revere's more immediate advertising policy on TV include Norman A. Schuele. advertising manager for the firm I it was his decision to buy Meet the Press ) and Stanley J. Keyes. Jr.. executive "Conservative estimates place the number of television sets that may be sold in 1953 at approximately 6,000,000. This volume represents retail sales totaling almost two billion dollars." E. W. GAUGHAIN Gen. Sis. Mgr, Crosier Div., Avco Mfg. Corp. • ••••••• vice president of the agency. The agency liaison man (the phrase "account executive" is a studiously avoided at St. Georges & Keyes I is James J. Freeman while copy ideas and the writing of commercials are the province of Edward Bozorth. Basic policy decisions involve Revere Board Chairman J. J. Russell and President James M. Kennedy and the agency's president Maubert St. Georges. To President Kennedy goes the credit for fathering the idea of Revere Ware and for supplying the initial enthusiasm and imagination necessary to merchandise it. As vice president during the '30's he saw the possibility of marrying copper and stainless steel (copper because it conducts heat better than any commercial metal and stainless steel because of its good looks and resistance to pitting I in a quality kitchen utensil line. No explanation of Revere Ware's success, however, would be complete without a word about the man who designed the line. He is H. Archibald Welden, an industrial designer, and his original, graceful designs are still used except for some minor design changes in the phenolic plastic parts. No better criterion of Revere Ware's beauty is available than the fact that it is admired by both the long hair quality market and the short hair mass market. Welden now works exclusively for Revere and his designs now on the drawing board are spoken of in hushed SPONSOR