Sponsor (Jan-Apr 1958)

ADVANTAGEOUS BUYS IN WMAR-TV'S RICH MARYLAND MARKET THE ELEVEN O'CLOCK O m reported by MATT THOMAS Monday thru Friday 11:00 to 11:10 P.M. • An experienced newscaster • trained news writers and cameramen •world-wide, nation-wide, Maryland news • complete weather report and forecast • WMAR-TV and CBS newsfilm • facilities of Associated Press and The Sunpapers plus AP wirephotos NEWS 0 CHANNEL 2 THEATRE full length feature films Monday thru Friday 11:15 P.M. Popular Hollywood stars in top movies from Columbia, Warner Bros, and 20th Century Fox libraries. Every Friday is Mystery Night with a first-run suspense-packed film shown. WMAR-TV • • • • ~ CHANNEL SUNPAPERS TELEVISION, BALTIMORE, MD. TELEVISION AFFILIATE OF THE COLUMBIA BROADCASTING SYSTEM Represented by THE KATZ AGENCY, Int. N*w York, Detroit, S». Louis, Son Fronciico. CMcogo. Atlonto, Dollot, lot AngeUt NEWSMAKER of the week S. C, Johnson & Son, with over 50% of its multi-million budget in tv, has divisionalized its set-up to have belter marketing anil advertising control over its many neiv products. Under its newly elected president, Howard M. Parker, the company plans to introduce a number of new consumer products with spot tv/ radio campaigns to be followed by net tv. The newsmaker: Howard M. Parker, new president of the 72-\ ear-old S. C. Johnson Company, says that advertising propelled the multi-brand wax manufacturer into an enormous expansion program during the past few years. "We've better than doubled our advertising budget over the last three years." he told sponsor. "And more than half of our appropriation continues to be in television because of the sales impact and demonstration ability of the medium." Among the most recent tv-successes is the company's new Klear floor polish, about to go on network tv. "We launched Klear with a substantial spot tv campaign in New England some 18 months ago and today this floor polish has national distribution." S. C. Johnson's expansion follows the pattern of some of the gianl soap companies: Some new products the firm is Introducing are directly competitive with established Johnson brands. "This does not mean that one Howard M. Parker brand takes away from another necessarily/" says Packard. "Actually, it just assures us of a larger share of the floor-cleaning market. The same woman who uses Stride on some floors, could use Klear on other floors in her home. The characteristics of the products are different." Johnson's line is split among three major agencies: Needham, Louis & Brorby (Johnson's agency of record for the Steve Allen Show), Benton & Bowles and FC&B. Through these agencies, Johnson is alternate-week sponsor of Steve Allen, and Red Skelton and has just bought an eight-week participation campaign in se\<n different NBC TV daytime shows. Glade. Johnson's air freshener, will be Starting a major spring 1\ -radio spot campaign through Benton & Bowles b\ mid-Februarj . "The new divisional organization which divides our products into the Household Products Division and Service Products Division, will make various product managers and divisional admen responsible for our advertising effort," says Packard. "All our advertising has to be approved by our merchandising and advertising review committee, which consists of the chairman of the board, president and other top-level executives. ^ 25 JANUARY 1958