Sponsor (1956)

duction <m the same show for Mennen. \t the latest luncheon show modelin" twins were used to show fabrics to a "jury" of 200 press representative-. Dan River currently advertise on local tv show spotted throughout the country and is planning to expand. New agenc) appointments: Ethel t orp. will switch from BBDO to Young & Rubicam as of 1 January. Switch was forecast in SPONSOR issue of 17 September. . . . Greyhound, which has been with Beaumont & Hohman for • lose to 30 years, has appointed Grej Advertising new agency as of 1 March. . . . Corn Products has added Kasco Dog Food to products handled b) Donahue & Coe. . . . Monarch Brewing has appointed Beaumont & Hohman. . . . I lam Mills has appointed Henrv Senne Advertising to handle the national campaign for cereals and flours. Plans are to use tv, radio and newspapers. . . . Beaudry Bros. Candy has tppointed Calkins & Reichenhach to handle its account. \ regional test of radio is being started in California and Vrizona. REPS Katz innovations save time for buyers The Katz Agency, Inc., New x ork. ha sent a spot tv advertising cost summary to agencies which will save timebuycrs main hours of work. In addition to standard cost data, the summarj includes a series of formulas for estimating spot t\ cost budgets. The formula enable media departments to estimate a variety of spot i ampaigns and to make more accurate comparisons between spol and network usts. Estimating formulas indicate: (1) iverage discounts at various frequence based on the number of unit in tin contract year (for programs and mnouncements as well as for night and daytime); f2| average discounts based on package plans; (3) ratios of das time and late-night rates to nighttime, and relationships anions various time unit-. fn addition. Katz's M. S. Kellner, radio -ale manager, has instituted a time-saving plan which he recommends to ad agent ies as a solution to the problem of meeting w hi< li < on-ume -.i much lime in a dav and constricl i In time a\ ailable f"i i reath e buying 5ponsor-S( opi . I 7 Novembei L956). Kellner has eliminated all during-business-hour meetings. Instead, regular twice-monthlv meetings are held on Mondays at 5:15. Conferences are relieved of the usual pressured atmosphere of itelephone interruptions. Similarly, client meetingare scheduled for the close of the day whenever possible. TvB has renewed its contract w ith Rorabaugh for a five-year period. Rorabaugh supplies the data for the Bureau's quarterly spot tv expenditure reports. . . . New research consulting service for stations has been set up by Charles H. Smith, present research director for WCCO AM-TV, Minneapolis-St. Paul. Firm will provide stations with equivalent of their own research department and will headquarter in Minneapolis. "Single contract"" convenience for spot buyers placing schedules in the Dallas-Ft. Worth market is now offered by two stations. WRR, Dallas, and KNOL, Ft. Worth have a combination rate for national advertisers, along with appropriate discounts. Avery-Knodel, Inc., represents the combination. TV STATIONS Over 20,000 protest deintermixture proposal FCC has received petitions with over 20,000 signatures opposing deintermixture for Madison. \\ is. \t present four television stations are operating in the city — three uhf and one vhf. In addition to the petitions, official resolutions from cil\ organizations and civic groups asking for continuation of the vhf outlet have been filed. Uhf stations include: WMTV and \\ k< )\\ I \ . both commercial; as well as WHA-TV, educational. All three have been on the air for several years. \\ ISC-TV, the vhf station, has been in operation since June id llii vear. WBZ-TV summer promotion pushes sales up 56% over '55 This year's hard-hitting summei campaign hv Boston's \\ BZ-T\ resulted in a -ales increase of ">()' , over summer 1955. I he promotion was launched in June u ith a paitv Foi S] SOTS and ad vertising people. Second step was a monthly contest for the stations sales personnel. Then a "boodle battle" for employees with prizes given for programing ideas. On view promotions included: "BeeZee." station symbol to keep viewers up to date on program happenings: musical jingles for station information: new station i.d.'s earning inclines of New Kngland landmarks. WCBS-TV, New York is cancelling a network show to present a half-hour preview of films to be shown on its Early Show and Laic Show programs. ... At WBKB-TV, Chicago, Celeste Holm is making personal appearances to promote Movietime U.S.A. WBC radio and tv sales hit record mark in October. Radio sales were 11.6% above the previous alllime high month (which was wav back in March 1948.) Tv sales were 4.(>' over October 1955. the previous highest month. . . . WICU-TY and WTKK kept a 78-hour alert going during the recent Erie snow storm; station simulcasted almost 11 hours of public service announcements, relav ing an estimated 15,000 phone messages to storm bound listeners and viewers. Brochures mailed from Paris and Seville make up a (lever promotion idea coming from \\ Ml 1 \ . Cedar Rapids. The piece mailed in France extolls the Kiffel Tower on its cover leading into a pitch for the Iowa station i which has an impressive tower of its own I . The mailing piece from Spain also uses an historic landmark of that countrv as a lead-in. . . . Merchandising idea from \\T\J. Miami: the station had a special edition of a local paper printed headlining Dandee Bread's sponsorship of Ralph Renick news show. Bakcrv truck drivers then delivered the "extra"' to food markets and bakeries. ... A thermometer from WNBQ, Chicago, remind ol the \\ indv City's fa-t temperature change and the station's "Big Change" in programing. . . . WBAL-TV'fi Richard l>i\. who is Officer Happj on a local kid show, ha ju-l cut a children's record i" be merchandized through ding stores and super markets. . . ■ William Small, news direct.n at \\ II \S-T\ . I.ouisv illc. also diversifying hi talent has lUSl puh 56 SI'ONM)!! 8 DECEMBER 1956