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•tll'OKI TO SI'ONSOICS lor 26 Jnl> I ?».", {
Mogul, SRA in rate battle
Kent goes king with radio, tv
Farm radio, spot and local, surges
NBC shows why you need radio
Uhf moves goods for many lines
Round 3 in current battle between £mil Mogul Co. and Station Reps. Assn. will be fought 28 July at Biltmore in New York when Emil Mogul, at SRA invitation, will discuss reps' "imperfections." Round 1 was SRA letter to members accusing Mogul of trying to skip reps and dealing directly with stations to get lower, local rates for Rayco account and of sending timebuyers on road to make "deals." Round 2 was Mogul's reply at Waldorf Astoria before 60 reps and press in mid-July. He said Rayco was local, not national account, offered $10,000 to any charity if someone could get station to testify under oath he tried to break rate card.
-SRCredit cancer scare and massive use of network, spot tv, network radio for major share in doubling Kent sales (P. Lorillard) first 5 months this year. Cigarette stresses "Micronite" filter. Kent went king size this month with no increase in price. Regular Kents will also be continued. To pave way commercials were revised on these Kent radio, tv shows: "The Web" (CBS TV), "Monday Morning Headlines" (ABC Radio) and "Kent Theatre" (was in 30 tv markets, now 6). Young & Rubicam is the agency.
-SRPhil Alampi, WNBC (NBC) farm & garden, radio-tv director, reports national spending for farm radio has risen in spot radio from §2.7 million to $6.0 million (up 119%) and in local radio from 57. 7 million to $11.6 million (up 50%) past year. Alampi is chairman of Natl. Assn. of Tv and Radio Farm Directors committee which just issued directory of all members, farm radio programs (compiled from SPONSOR'S "Program Guide") and firms interested in farm radio.
-SRYou can get free Nielsen analysis of your tv advertising, combined with recommended complementary sked over NBC Radio, by writing to Howard Gardner, director NBC Radio Network sales development group. Latest NBC Radio promotion booklet says your tv show, if watched by every tv home in country, would still miss 17.1 million homes or 37°> of total.
-SR
Can uhf sell? Furniture dealer spent $86.34 on single minute announcement on WKNX-TV, Ch. 57 in Saginaw-Bay City, Mich. , sold 52,364 worth of "Television Rockers." For other remarkable sales stories see uhf piece page 42.
Dletv national spot radio and tv business
SPONSOR
PRODUCT
AGENCY
STATIONS-MARKET
CAMPAIGN, start, duration
An.itmt Co, Yonkcrs
An.itmt Co. Yonkcrs Crovc Labs. St. Louis
Lydia Pinkham Co.
Lynn. Mass Pierce s Propru t
Buffalo
Whcatcna Corp.
R.)hway, N|
Super Anahist
Super Anahisr Varied prods
Lydia Pinkham Or Pierce's prods Whcatcna
Ted Bates. NY
Ted Bates. NY Harry B. Cohen. NY
Harry B. Cohen. NY
Over 100 radio stns thruout
country Abt 40 tv mkts thruout country SO or more radio-tv stns thruout
country East. Southeast mkts
Kastor. Farrcll. Chcslcy 100 stns thruout country & Clifford. NY
Bnsachcr. Wheeler & Staff NY
25 radio stns
Radio: early-morn mm anncts: 20 Sep;
26 wks Tv: dayti mm anncts: 20 Sep: 26 wks Radio-Tv: anncts. A Oct-11 Oct. 20-22
wks Radio: min anncts: IS Sep: 16 wks
Radio: mm anncts: 27 Sep: 13 wks
Radio: 5mm early am news progs: 7 Sep: 26 wks
SPONSOR