Sponsor (May-Aug 1957)

Chrysler Corp. Ford \m<ii<an Home Products General Mills Gillette R. J. Reynolds Tobacco Lever Brothers Bristol-Myers Liggett & Myers Tobacco Pillsbury Mills Kellogg RCA Standard Brands Swift E. I. DuPont de Nemours Quaker Oats Armour & Co. Sterling Drug P. Lorillard Scott Paper Coca-Cola Miles Labs. National Biscuit Warner-Lambert Brown & Williamson Tobacco Firestone Tire & Rubber S. C. Johnson & Son Nestle American Motors Corn Products Joseph Schlitz Brewing Studebaker-Packard Texas Co. Reynolds Metals Best Foods Chesebrough-Pond's Norwich Pharmacal Doubleday & Co. Atlantis Sales Corp. Admiral Corp. (See SPONSOR-SCOPE, page 10, for a breakdown bj individual networks of the leading national advertisers using radio.) "Trade your mirror for a window" was the advice Louis Hausman, CBS v.p. for advertising and promotion, gave the American Women in Radio and Television at their Convention last week. Hausman told the professional women that they have "lost touch" with the average American woman, and that they are "too independent, too secure, too individual and too broad in interest" to be like or to understand her. He suggested that AWRTs experts on the average woman should "seek out their subject in her native habitat" —supermarkets, churches, in lowpriced cars, resorts and dresses, etc. New appointments: Dean Shaflf ner, latest ABC staffer to make the trek over to NBC, will join NBC TV on 20 May as director of sales planning. Shaffner was v.p. in charge of sales development and research for ABC Radio. . . . Chalmers Dale has been appointed assistant manager of the film services department at CBS TV. . . . E. Charles Straus has been assigned to the newly-created post of director of talent and casting at CBS TV, Hollywood. ... A. Rohert Bonagura has joined the sales staff at CBS "If it weren't for us KRIZ Phoenix account executives, you air personalities would be permanently sustaining." or. Radio. . . . Louis J. Riggio, whilom partner in Hilton & Riggio, has gone with CBS Radio as a special consultant on sales development. . . . Louis M. Marey has resigned as director of sales development and presentations at NBC TV to join Sylvester I Pat I Weaver's new Program Service in an executive sales capacity. Network program notes: Walter Winchell will return to ABC TV next fall in a new series. Format will present Winchell as a storyteller and will dramatize fictionalized versions of news stories. Time slot for the programs has not been set as yet. . . . Giant Step l CBS-TV I which is being dropped by General Mills on 29 May. 1. rings the 1956-57 season's quiz show casualty list up to eight so far. . . . Those Whiting Girls will be back on television this summer taking over the Monday night 9-9:30 spot on CBS TV for General Foods and P&G. RADIO STATIONS Riding the radio comeback trail, Westinghouse Broadcasting Co. has appointed a national radio sales manager, Perry B. Bascom. Bascom has been eastern sales manager for WBC since June I 956. \\ estinghouse radio stations include: WBZ-WBZA, Boston and Springfield; KDKA. Pittsburgh; KYW, Cleveland, WOWO. Fort Wayne; WIND, Chicago; and KEX, Portland, Ore. "Radio will he no worse than second best" in agency billings in the West In 1902— was the prediction of Kevin Sweeney. RAB president, in an address before the Western States Advertising Agency Association convention last week. Sweeney also predicted that the selection of specific times announcements are to run will become "the responsibility of radio stations" just as the page on which advertisements are to run is now principally the responsibility of individual newspapers. WWVA, Wheeling-Steubenville. in a presentation to New York timebuyers last week, hit hard at competing media. Theme: "no newspaper, magazine or tv station can match WWVA's penetration" in its area. . . . WVNJ, Newark, which switched to "Great Albums of Music"" format last January, finds the new programing has increased its audience, upped the Hooper rating and brought in more national advertisers. The new format, which does not use disk jockey personalities, can be partially measured by requests for \\ \ NJ's programing booklets — 30.000 to date. WTL, St. Louis, has become an ABC affiliate. . . . WITH, Baltimore, will carry the Brooklyn Dodger night games with Melody Club Wines sponsoring. . . . KXXL. Monterey. Califis now KIDD. Notes on people: Ed Paul is now national sales manager at W F.RE. SPONSOR 4 may 1957