Sponsor (Jan-June 1953)

John Swayze combines ntoney-makiny with pletisure Seems like some guys get all the breaks. Last month Arthur Godfrey collected his usual salary while lolling on the sands of Miami Beach and devoting a bit of time while there to his broadcasting and telecasting "chores." Famous newscaster and family visit Chicago Now it's John Cameron Swayze, famous newscaster, who seems to have found the magic formula. Swayze and his family and a camera crew are busy touring the coun try making a series of films for Vacalionland America, for the Fram Filter Corp. of Providence, R. I. With producer M. M. Steffee of VanSant Dugdale agency, Baltimore, the Swayze family is making a swing which will include New York City, New Orleans, Miami, San Francisco, Los Angeles, Yellowstone and other national parks, Grand Canyon and the Southwest, New England, Quebec, the Great Smokies, and the Pacific Northwest. While making the Chicago leg of the tour, Swayze et al stopped in at tin* < ihieago \ Nilm ( ientei to consull Emerald Dalton (right, in picture) on the high spots in the Windy City. The Chicago episode will be aired on NBC TV on 14 June. Series is not expected to put the transatlantic liners out of business but. at least, it will bring some of the "See America" travel folders to life. * * * Map of Pitvitiv Coast states distributed by K!%X-CPRN Five thousand copies of a map which combines topography and market information have been distributed by KNX and the Columbia Pacific Radio Network. County lines in the three coastal states are marked, along with figures which indicate the population of each county and the percentage of population to the total population of the three states. The 21 stations of the CPRN are also located on the map. When national and local clients and agencies get the map they will have at their fingertips valuable data including population figures of the bigger West Coast markets, area-bysquare-miles, sales figures. • • • Executives inspect market map of West Coast Shown in the picture above are Burt Oliver (left), vice president of Foote, Cone & Belding, Holly wood, and KNXCPRN Gen. Mgr. William I). Sl.au. Pulse food and dray study shows uir advertisers tops The 10th annual "Inventors ol rood and Drug Products" conducted for the Joseph Jacobs organization by Pulse, Inc. made actual shelf checks in 1,560 homes in the New York area. It disclosed, in the food field, only three brand leaders have been dethroned since Januan. \')7v2: Maxwell House Instant Coffee jumped from third place a year ago to top spot, displacing Nescafe the long-time leader. Lipton Tea, on the upgrade for a number of years, succeeded in passing White Rose. In the salad and cooking oil field, Wesson took first place from Mazola. An indication of the air activity of the three new leaders may be drawn from the fact that each of them received an extensive writeup in SPONSOR during the past year. In the drug lines, air-users showed the most noticeable gains. In the deodorant field the only brand to show a marked percentage increase in the past two years was Stopette. Among aerated shave creams ( which, as a whole, are winning consumer acceptance). Rise is the #1 brand. Some of the other drug leaders include Baver Aspirin. Phillips Milk of Magnesia, Anacin, Palmolive. * * * Local appliance dettler is enthusiastic radio booster A. J. Collins Co.. Norwalk. Conn., furniture and appliance store was selected as one of 20 firms permitted to compete in the electrical appliance category of the Brand Names Foundation's fifth annual Retailer-of-the-Year awards competition. Shown in the picture below are. left to right: Leo Air advertising won dealer bid for award Frank, general manager, A. J. Collins Co.; Jim Stolcz. president and general manager, WNLK; Frank Machovich, Collins' service manager; George Shield, manager of the store's appliance department. Frank attributes the store's success in boosting retail sales, and the distinction of being among the Brand Names finalists, to effective advertising on the local radio station. Store has been using one-minute saturation announcements on a yearly contracl and a daily 15-minute noontime newscast consisting entirely of local news and notices. * * * 64 SPONSOR