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agency profile
J. B. van Urh
Chairman of the plans board Calkins & Holden, New York
Jack van Urk, chairman of the plans board at Calkins & Holden, is an inveterate horseman. When not jumping over a fence (picture above), he writes sporting books at his farm in Mt. Kisco.
His office window overlooks Park Avenue, but from his desk van Urk can view a series of formal hunting prints that decorate the walls. A tall, very reserved man, Michigan-born van Urk fits literature's description of a British country gentleman. His approach to advertising belies appearance: When he heads up C&H's decisionmaking group, he is Madison Avenue with a thorough grounding in economics, business analysis, public relations and advertising.
"At C&H the plans board determines client advertising policy and strategy," van Urk told SPONSOR. This year the 52-year-old agency is billing at the rate of approximately $10 million, which represents the spending of some 30-odd diversified accounts.
More than 40% of C&H's over-all billings are in the air media. Major radio-tv accounts include Prudential Insurance Co. of America, Stokely-Van Camp, Marcalus Mfg. Co. and Oakite.
Says van Urk: "Because of the high cost of tv, the choice of tv programing or of a spot campaign must be analyzed very carefully and its effectiveness measured frequently."
This sort of analysis by the plans board, following consultation with the heads of the agency departments concerned with the decision, led to Prudential's buy of You Are There, CBS TV, on alternate Sundays 6:30-7:00 p.m.
"Nighttime network radio can be a valuable property today," van Urk continued. In line with this thinking it was recommended that Prudential buy five participations per week in NBC Radio's Fibber McGee and Molly, Sundays through Thur?da\s. 10:00-10:15 p.m. This show, it is felt, is the sort of family-appeal vehicle that the insurance firm needs to sell all forms of policies.
"We're merchandising the show to the hilt," van Urk concluded. The agency has already sent out 1,400 records with Fibber's and Molly's greeting to the local and regional Prudential offices.
"No matter what medium is selected for a campaign," said van Urk, "or how good the advertising, it's what you do with it before and after its presentation that counts in getting full value for your advertising dollar." • • •
"The television market served by WNHC-TV is of prime importance to any national advertiser. *£»J have found its programming reflected in both the taste ^ and interest ot its viewers. We have been placing schedules on WNHC-TV continuously since it began operation in 1948."
BILL THOMAS
J. WALTER THOMPSON COMPANY
TRADE AREA IMPACT!!!
WNHC TV leads in
every survey. WNHC
is Connecticut's only
media reaching out to
influence buying habits
In a 6 state area of 3,500,000
viewers and where buying power
is more than $6 billion.
BETTER BUY? Naturally
WNLHCE3
!>*• NEW HAVEN,
316,000 watts CONN.
RADIO TOO!
Ask your KATZ mart
6 SEPTEMBER 1954
73