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ADVERTISING COUNCIL
[Continued from page 33) 50 million. The fund was oversubscribed by $300,000.
• Recently the Council sent out letters advising media people that the steel scrap campaign ( which had been supported by the Council) was pronounced a success by the National Production Authority and that all steel scrap advertising should be stopped. The letter indicated clearly NPA's opinion that no small thanks should be given the Council and the people behind it for their part in the campaign.
• From a recent survey among clergymen it could be inferred that the "Religion in American Life'* campaign moved these important molders of public opinion to be more favorably disposed to business and advertising. Apparently, the study showed, the clergymen would be impressed by the fact that business will spend money to promote good causes.
• "The American Economic System" campaign, designed to acquaint Americans with the economic rationale of American capitalism, resulted in requests for 2,000,000 copies of the booklet "The Miracle of America" since 1948.
In running its current 16 major campaigns (plus about twice as many subsidiary messages I the Council, under the presidency of Theodore S. Repplier, probably processes the bulk of all public service advertising in this country. By choosing and channeling requests for the support of good causes the Council acts ( 1 1 as a general staff to plan promotional strategy, (2) as a sieve to separate the wheat from the chaff and ( 3 ) as a guard to protect advertisers, agencies and media people from the demands, however worthy, of thousands of groups and special pleaders who want the attention of the American people. On rare occasions, the Council itself engineers a campaign; the "American Economic System" is one.
Before describing how a campaign is beamed to the American people via radio and TV, here is a bird's-eye view of the Advertising Council itself. Three distinct groups comprise the Council: the agencies, through the A AAA; the advertisers, through the ANA. and media, through NARTB, ANPA Bureau of Advertising, Magazine Publishers Association ( formerly National Association of Magazine Pub
THE ONE ON THE RIGHT is Chuck Worcester, WMT's Farm Service Director. The young corn-burner performing before the mike is one of a brood of cheep artists who crow over Chuck's good husbandry. Chuck owns and operates a farm as a WMT service project. It's the point of origin for many informative WMT broadcasts about conservation and crop production. Chicks and Iowa farmers like corn — the 1951 crop was worth $778,437,000.
ALL EQUIPMENT USED ON CHUCK'S FARM— supplies, fertilizers, gasoline, oil, etc. — is made or distributed by WMT advertisers. Farm broadcast time represents over 9% of WMT's total weekly program schedule — 3V2 hours of farm information, l1/^ of weather and market data, 8 of music and features.
YOU ALMOST HEAR THINGS GROW in
Iowa. Of all the Grade A land in the U.S., 25% is in Iowa. One of Chuck's projects is a test of 12 different fertilizer applications to check production.
CEDAR RAPIDS is our home address — worth remembering when you want to reach 338,480 families who listen each week to WMT's farm (and CBS) programming. Or see our reps, The Katz Agency.
11 AUGUST 1952
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