Sponsor (1956)

m e w< it w ill have an announcement Roger Whitman: $2 million for net radio A $2,100.1)01) ileal one ol ihe largei single buys in network radio in several years — was closed la-t week between Bristol-M; (via "> &R i and NBC Radio. Il calls for half-sponsorship of 85 newscasts a week lor ~>2 week-. Programing will begin on I I January. The da\> nnlil then may well find slim, tanned Rogei i , Whitman, B-M's advertising manager for Bufferin. helping himseli liberally to his product. "A lot of commercials will have to be done to get varieh into ad\ertising that puts Bufferin on the air 17 limes a day, five days a week," Whitman sa\ s. The hourly five-minute new -easts from 7 a.m. through I 1 p.m. are part of NBC Radio \ ice-president Matthew Culligan's new network plan (see SPONSOR 24 Nov. 1956, Newsmaker-, page 80). The other half of the sponsor-hip is expected to be sold shortly. Each alternate newscast will find Bufferin the major sponsor with an opening billboard, a one-minute commercial and a closing billboard. When Bufferin becomes the minor sponsor, just ahead of the closing billboard. With more than half of its ad budge! already in air media. Bufferin is now being advertised twice a week <m Ir/hui Godfrey CBS daytime simulcasts, and again with Godfrey on t\ on alternati Wednesday nights; on CBS TV's Playhouse 90 and Hitchcock Theatre, and on ABC Radio's Breakfast Club three times a week. Bufferin also is strongly represented in many spol markets. \ir advertising ha paid off handsomcK Im Butlerin which has only been on the consumer market since I OKI and i now named by a leading research organization as Numbei I in drug store sales of all headache remedie-. Whitman, now in his mid-forties, came to l!-\l as assistant advertising manager after leaving the Navy in L945. It wasn't hifirst contact with B-M. however. \ It » ■ i graduating from Princeton in 1930, he joined Pedlar & Ryan Agency in New York, helped on the B-M account under Bob Brown, then an a.c and now presidenl of B-M Products Division. After five years al Pedlai & Ryan, he went to BBDO. He has main inteiests photography, fishin skin-diving. But the hobby that gets most ol his attention is home craftsmanship. Nol only does he conduit a handyman column for the N. Y. World Telegram and a radio show on h e repairs, but he is engaged in converting an abandoned sugar mill into a retirement home on the Caribbean island of St. Croix. The mill, built in the mid-1700's hv slave labor, is columnar in shape, constructed "I -tone. Whitman bought it through a St. Croix real estate man Bruce Millar, formerly of BBDO. ^ SPONSOR • 15 DECEMBER 1956 ARB's cumulative rating foi June says Mills Sullivan and "Valley Playhouse" reach 56.99? differenl IV homes weekly ovei K( RA1 V Milly has r< pt at audience, too Her average daily rating is 12.4 with 74.4'. ol this huge woman's day time audience. From 2 to 5 I'M , Milly's pat ticipating double feature leads in all quarter hours o\ er the other three stations on the ail "Valley Play house" is an important pari of the programming which attracts Sacramento women to K< RA-T\ I his helps make KCRA-TV the highesl rated NBC station in the West *AII rating! compiled from Sacramento Television Audience ARB: June 2-8. 1956. KCRA-TV CHANNEL 3 SACRAMENTO. CALIFORNIA 100,000 Watts Maximum Power represented by Edward Petry & Co.