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A round-up of trade talk, trends and tips for admen
SPONSOR HEARS
4 MAY Current luncheon-lable wisecracking about a Madison Avenue agency with a habit
bponsor^uca™™ iNo. of ,,u>in" *em at the P^k and seeing the ratings droop:
"Well, there's another one that got the kiss of death."
One of the biggest unpaid bundles left on an agency's doorstep by a tv advertiser involves the Roto Broil Corp. and Product Services, Inc.
Roto Broil, a PSI client, filed a voluntary petition for an arrangement. The debtor's schedule of liabilities listed PSI as creditor in the amount of S275.132. Roto proposes to pay 100% of the claims over five years.
To Madison Avenue the prize question of the week was the one that a woman stockholder tossed to E. H. Little, Colgate chairman-president:
"Why, Mr. Little, do you fire so many presidents?"
Little's explanation was that he didn't fire them without talking it over with members i >f his executive committee.
Suddenly the adverb "suddenly" is becoming a fixation with copywriters.
Plymouth was the first big enthusiast with "Suddenly. It's 1960." Now there's "Suddenly soap is old fashioned" (Dove). "Suddenly . . . everybody's more efficient" (Sound Scriber), even "Suddenly it's the Hi Lo's" (singers).
Suddenly, meantime, Plymouth has abandoned "suddenlv."
Add rea«ons why tv program costs continue to soar: The salaries of freelance directors on the big dramatic shows have caught up with the stagehands' cut.
Practically all the hour dramas are now directed by a tight circle of freelancers whose base pay runs around $2,000 per show.
Here's one of the niftiest pieces of tit-for-tat in a long time:
A top agency man left his alma mater to go with one of its clients as ad manager. The client thereupon said, in effect. "Get rid of your agency stock: you can't serve two masters at the same time."
Confronted with this, the agency made a cash settlement with its alumnu< pretty much at fire-sale prices.
Last chapter: The agency's billings from that client somehow have dropped from $12 million to $5 million.
This week's award for fancy steering goes to the Madison Avenue agency which, while making a show pitch to a client, was told another agency already had suggested the same program series.
The spokesman for the pitching agency paused but a second, then stalled:
"Oh, we're not sure this show is the right thing for you. The stars look good, but the
format is sort of weak.
"Now — the same producer's got a show two of our clients had to drop a year ago, even
though it rated very well. Let's come back and talk about that show in a week."
76 SPONSOR • 4 MAY 195