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SPONSOR-SCOPE continued . .
dicated it is in the market for tv stations. Columbia's tv experience already is very profitable: Sll-million of its $91-million gross for the year ending 31 June 1956 came from i subsidiary, Screen Gems.
Moreover, Columbia is conserving its gold mine. It has 952 films in its vaults, but will release them to tv at the rate of only 58 a year.
Those two kingpins in the cold remedy field — Grove Laboratories and Nepera Chemical (Anahist) — are bowling each other over with clinical reports these days. So now lliis question comes up: How will stations react to Grove's campaign on citrus bioflavonoids after the latest blast?
That one was touched off by Anahist's agency, Ted Bates, which rushed out an advance peek at an article from the American Medical Assn. Journal saying citrus bioflavonoids have "no effect on the course of the common cold."
Promptly Grove countered by claiming that: 1 ' The ingredients it uses are favored in reports appearing in another medical journal, and
(2) Nepera (Anahist) had subsidized one of the studies covered in the Journal's article.
\s often happens in such hassles, some stations — particularly the network o&o's — take a sharper look at the copy. And many affiliates eye the networks for their cue.
Altogether Grove's ad budget on this campaign is $2.5-million (of which Simillion goes to air media). Anahist meantime is spending $3,250,000, with about of it in spot ( Warner-Lambert is due to acquire Nepera).
The continuing upturn in candy sales should be sweet news for the radio-tv industry. Sweets Co. of America (Tootsie Rolls) is back again as a fairly hefty network slender (see SPONSOR 24 Nov page 64), and now Mars Candy may follow suit. The latter recently has assigned its advertising to Knox Reeves, expects to spend around $2-million all told.
^piraling cocoa prices had the candy business — particularly the kids' end of it — in a dither for a long time. But that gloomy period seems to be ending. Sales for the first nine months of this \ear should be up around 5% over the year before.
American Tobacco and R. J. Reynolds are interested in the round-the-clock five-minute news strip which NBC Radio has made one of the highlights of its new
program structure.
So now it's up to the network to deliver a solid block of stations.
\t H'ONSOR-SCOPE's press time M. J. Culligan, v.p. in charge of the network, had obtained endorsement of the new program plan itself from all of NBC Radio's affiliates.
Tv and radio billings for the five leading ad agencies of 1956 will jointly be 2595 over what the joint billings were for the five 1955 leaders.
SPONSOR'S 8 December issue will carry its annual comprehensive analysis of the top air media agencies.
Meantime here are the spoNSOR-estimated air billings for the five 1956 leaders:
• ^ oung <N. Ruhicam, $82 million.
• BBDO, $80 million.
• McCann-Erickson, $75 million.
• .1. Walter Thompson, $70 million.
• Ted Bat.-. (55 million.
For other news coverage in this issue, see Newsmaker of the Week, page 5; New .onl Renew, page 1'': vi"'i Buys, page 5 1 ; News and Idea Wrap-up, page 58; Washington i 69; si'iinmih Hears, page 72; and Tv and Radio Newsmakers, page 76.
12
SPONSOR • 1 DECEMBER 1956