Sponsor (May-Aug 1957)

7:00 *• *• ' / / KMID DOMINATES! Midland Odessa In "Oil-Rich" West Texas * TOP NETWORK SHOWS 6 OUT OF 10 * TOP MULTI-WEEKLY 7 OUT OF 10 * TOP FEATURE FILMS 6 OUT OF 10 * TOP SYNDICATED FILMS 1. MAN CALLED X SUN. 8 33.5 2. HIGHWAY PATROL SUN. 8:30 33.3 3. MEN OF ANNAPOLIS TUES. 7:30 32.0 4. FAVORITE STORY TUES. 8:30 31.8 5. SCIENCE FICTION FRI. 8:30 31.3 Billboard TV Availabilities July 1957 KMID-Tv CHANNEL 100 KW Represented by Venard, Rintoul & McConnell, Inc. South— Clarke Brown Company :.;: News and Idea WRAP-UP ADVERTISERS This week Toni released its new hair spray, Adorn, for national distribution. Advertising, which will include eight network tv shows and intensive tv spot in the 40 top markets as well as print, is claimed to he the heaviest ever used for this type product. The retail hair spray market is estimated as $75 million annually. See sponsor, 1 June issue, for the story on Max Factor's Curl Control, another hair spray recently launched with heavy tv backing. New products: Schick is introducing a new men's shaver. Powershave, and two new Lady Schick shavers, the Orental and the Sophisticate. Air media used will include Schick's two network tv shows l Dragnet and the new Gisele MacKenzie Show) plus a $750,000 tv spot campaign in 100 markets . . . Ronson has announced its new? butane lighter, the Varaflame, to be on the market bv fall. People in the news: Louis A. Collier has been appointed to the position of manager of sales promotion for grocery products in the marketing division of H. J. Heinz Co. Collier has been with Heinz for nearly 20 years and succeeds Robert P. Raylor. recently named regional manager of the firm's middle Atlantic sales region. AGENCIES Are meetings a "crutch for creative indolence" or a "good form of organizational communication"? This is the question agitated by the August issue of Grey Matter. Grey Advertising's monthly publication also offers some suggested therapy for "sick meetings." Here are two sample doses: • The magic five. Experiments at universities indicate that groups of five have proved to be the most pro ductive in reaching conclusions. There is the greatest interplav of ideas in groups up to seven. And even number groups tend to split in the middle with high rates of disagreement. • Selectivity. Forget protocol and invite only those who will be called on to contribute and who can contribute. (See "Those Agencv Meetings!'", sponsor, 12 January, for another treatment of the same subject, i Humphrey, Alley & Richards has put out a primer for embryo tv advertisers— "An Introduction to Commercial Television Advertising." One main function of the book is to show how the medium can be used efficiently by both small and large advertisers. New agency appointments: A. L. & G. Advertising, for Levering Coffee Co. I Lord Calv ert coffees and Lady Calvert teas I . Syndicated film and spot radio will be used in Marvland. Virginia. North Carolina and South Carolina markets . . . Cunningham & Walsh for the Andrew Jergens Co. effective 1 December. Jergens Deep Cleanser and new products division remains with Stockton-WestBurkhart . . . Warwick & Legler for three new Revlon products to be introduced this fall. New firms and additions: Edward Kletter and Franklin Bruck have set up a new agency. Parkson Advertising, New York . . . The Allman Co., Detroit, has formed a sales promotion division headed bv Robert F. Anthony . . . Reach. McClinton Co. has retained the Drake Agency, Houston, to represent it in the Southwest . . . Gourfain-Cobb and R. M. Loeff. the Chicago agencies, have merged. New firm name will be Gourfain-Loeff. Focus on personalities: William B. Hinman has been appointed media director of Lambert & Feasley . . . Thomas D. Paff. formerly with N. W. Aver, has been named to the client{ Please turn to ]>age 64) SPONSOR 10 AUGUST 1957