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0ft SPONSOR-SCOPE continued
I _"
The sweepstakes for the Fabst $7-million account apparently are on the last lap, this week, with Lennen & Newell and Grey in the lead.
Other contestants are Edward H. Weiss & Co., Bryan Houston, and Leo Burnett.
If L&N is the winner, it will be due in no small measure to Walter Wright's participation in the pitch. Wright, the agency's new marketing director, has a background in beer merchandising.
Shades of network radio's heydey: International Harvester is spending $5,000 to promote a one-shot program.
The 55-minute show will be carried 4 April over the full NBC Radio network, costing around $40,000 in time and talent. Y&R is the agency.
The exploitation campaign includes three-color posters for dealers, complete station promotion kits, and a contest for station promotion managers.
(Further details in WRAP-UP, page 60.)
Other top stations are talking about adopting the form which WGN, Chicago, has set up for keeping mail order advertising on the level.
The form, which covers all facets of the product's cost and distribution features, must be filled out before the business is accepted.
An agency specializing in mail order advertising for air media told SPONSOR-SCOPE this week that this type of business still can be placed in 85% of the markets with populations over 100,000.
More and more agencies are reacting to the competitive pressure from the topnotchers by recruiting experts in marketing strategy and research.
Latest case in point is Anderson & Cairns, which bills around $6 million. A&C this wreek brought in David L. Hurwood as director of marketing and advertising research.
He put in two years with Y&R in marketing, before that handled sales and promotion for the textile division of Drake American Corporation.
Colgate's recent tendency to refrain from making long-range advertising plans may result from what's been happening to its domestic net income.
The company's annual report, just released, shows:
Domestic net income in 1956 was $5,182,000, compared to $9,260,000 in 1955. Worldwide net income was $10,518,000 vs. $14 million in 1955.
Indications of how this has affected Colgate's ad behavior are these:
• It spent $5 million last year to introduce Brisk dentifrice. This year Brisk's quarterly expenditures are based on the brand's performance.
• About $4.5 million was spent last year on Fab. To spruce up sales of this brand, a budget of $2.5 million was set aside for the first four months of 1957.
• In discussing its 1957-58 network tv programing. Colgate has intimated it would prefer not to get involved in long-term commitments.
Network tv grossed 11.9% more this January than last.
PIB's tally was $43.5 million. The gain by networks was: ABC TV. 4.1%; CBS TV, 13.5%; NBC TV 13.3%.
The rush to 1-minute commercials in late film shows (at the expense of 20seeond spots in earlier shows) seems to have subsided among the network's tv stations in New York.
In the transition, which started early in the year, gaps were opened in the early evening; but these availabilities, with the exception of some fringe spots, have been gobbled up the past two or three weeks.
In short, a kind of equilibrium has set in.
10 SPONSOR • 30 MARCH 1957