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Most significant tv and radio news of the week with interpretatu. in depth for busy readers
BHHGB
SPONSOR-SCOPE
14 JUNE 1958
Copyright 1958 I'OHOR PUBLICATIONS INC
First of the anti-freeze brands to unveil its fall buying is Prestone (Esty). As a starter in air media, it's picked up 12 Chet Huntley-Dave Brinkley news periods on NBC TV for October.
New national spot radio had several cheerful rays this week.
The resulting pickup included an eight week campaign for Noxzema's suntan lotion in 37 markets; another six-week flight by Pall Mall (both out of SSCB) ; and several weeks of intensive insertions (Monday thru Friday) by Readers Digest in the top 25 markets.
If tv stations in 35 markets can clear the time, Wilson & Co. will introduce something different in afternoon scheduling — and this on a 52-week basis.
The plan: three five-minute celebrity interview films per afternoon five days a week. They would be spread between noon and about 5 p.m.
K&E media people in Chicago have checked the possibilities of clearance with about 15 reps; indications are that it will be possible to start in late fall.
Miles Laboratories is the latest major tv spot advertiser to launch an antitriple spotting crusade.
The Geoffrey Wade agency, which handles the account, this week began inserting a clause in its contracts which stipulates that a station waives payment if Miles commercials (Alka-Seltzer, One-a-Day) are triple spotted.
(See page 29 for multi-sided analysis of the triple spotting question.)
Anahist apparently has found a strong market for itself in summer: It's buying spot tv saturation schedules via Bates in the top 30 markets.
In a test of spot last year, Anahist found that allergy sufferers responded well to a campaign in the hot months.
Sales, when divided into two six-months periods, show 64% for October-through-March and 36% for April-through-September.
The selection of test markets depends, of course, on the product. But to those associated with grocery store items there may be a useful clue in this batch of current P&G testing favorites :
1) Albany; 2) Cincinnati; 3) Columbus; 4) Dayton; 5 1 Indianapolis; 6) Peoria; and 7) Providence.
Advertisers, among other considerations, like to pick test areas that are not too difficult to police.
Fantastic as it may seem, the ad budget for a single headache remedy — Bufferin — may turn out to be greater than the money spent on some of the leading auto makes this year.
Bufferin (Bristol-Myers) is now in the $12-13 million class — running somewhat ahead of Esso, the major spender in the petrol field.
In the soap category, Tide's outlay may have been around that mark at one time.
SPONSOR •. 14 JUNE 1953