Television digest with electronics reports (Jan-Dec 1956)

7 Sislion Accounts: Alphabetical list of more than 3000 national & regional spot advertisers in first quarter of 1956, with stations & schedules used by each, and tabulation of all stations carrying spots, are contained in quarterly Rorabaugh Report on Spot TV Advertising, released April 25 by N. C. Rorabaugh Co., 347 Madison Ave., N. Y. The Rorabaugh data serves as source material for TvB’s quarterly reports on spot TV expenditures, soon to be released for first 3 months of 1956. TvB report covering 4th quarter of 1955 was released last month (Vol. 12:15) . . . B. T. Babbitt Co., supporting first major label change for Bab-0 cleanser in more than 30 years, plans big allmedia campaign starting next month, thru Dancer-Fitzgerald-Sample; new product is Instant Bab-0, containing bleach, in giant container . . . Procter & Gamble, introducing Viz, new all-purpose blue liquid detergent, plans big spot campaign in midwest markets, thru Dancer-Fitzgerald-Sample . . . General Foods to use concentrated 3-week spot campaign starting May 14 to introduce its new Instant Swans Down Apple Chip Cake Mix, thru Young & Rubicam . . . Scholl Manufacturing Co., Chicago (foot remedies) plans big spot campaign, tied in with many shoe dealers, to observe Dr. Scholl’s Foot Comfort Week June 23-30, thru Donahue & Coe, N. Y. . . . Falstaff Beer buys MCA-TV’s State Trooper for more than 70 markets starting in fall, dropping Celebrity Playhouse & City Detective, thru Dancei’-Fitzgerald-Sample . . . Chef Boyardee (Italian foods) buys TPA’s Stage 7 series for N. Y.-New England area, thru Young & Rubicam . . . Among advertisers currently reported using or preparing to use TV station time: Golden Gift Inc., Deland, Fla. (citrus juice & fruit packer) , thru Kastor, Farrell, Chesley & Clifford, N. Y. ; Fromm & Sichel, N. Y. (Christian Brothers wine), thru Ogilvy, Benson & Mather, N. Y.; Kitchen Art Foods, Chicago (KA Rice Feast), thru Clinton E. Frank, Chicago; Quality Chekd Dairy Products Assn., Chicago, thru Campbell-Mithun, Chicago; Mojud Co., Long Island City, N. Y. (Gleam Seam hosiery), thru Johnstone Inc., N. Y.; American Maize Products Co., N. Y. (Amazo instant dessert), thru Arndt, Preston, Chapin, Lamb & Keen, Philadelphia; Laco Products, Baltimore, Md. (Castile soap & shampoo), thru Applestein, Levinstein & Golnick, Baltimore; Haymakers By Avon, N. Y. (Haymaker shoes), thru Irving Seiwer Adv., N. Y. ; Majo Co., Philadelphia (Emperor auto wax), thru Reed Warren Adv., Philadelphia. Raising base hour rate from $6500 to $8000, 20 sec. from $1700 to $2000, WCBS-TV, N. Y. is now within shooting distance of nation’s highest — WRCA-TV’s $8400 & $2050 which were set June 1, 1955. Other increases: WCAU-TV, Philadelphia, raises base hour from $3000 to $3250, 20 sec. from $600 to $750. KTTV, Los Angeles, adds Class AA hour (7-10 p.m. daily) at $2000, min. at $600, Class A hour going from $1750 to $1500. KGO-TV, San Francisco, raises base hour from $1350 to $1700, min. $270 to $375. KCMO-TV, Kansas City, raises hour from $1000 to $1200, min. $200 to $250. KOMO-TV, Seattle, raises hour from $950 to $1025, min. $190 to $210. WKYTV, Oklahoma City, raises hour from $800 to $920, 20 sec. remaining $225. WSM-TV, Nashville, raises hour from $700 to $825, min. $140 to $165. WFBG-TV, Altoona, Pa. adds Class AA hour (7:30-10:30 p.m. Mon.-Sat. & 6-10:30 p.m. Sun.) at $750, min. at $150, Class A going from $600 to $650. XETV, Tijuana-San Diego, adds Class AA hour (8-10 p.m. daily) at $700, min. at $140, Class A remaining $600. KHQ-TV, Spokane, adds Class AA hour (8-10:30 p.m. daily) at $625, min. at $170, Class A hour remaining $550. WBAY-TV, Green Bay, Wis. adds Class AA hour (7-9:59 p.m. daily) at $500, min. at $100, Class A hour remaining $400. WKRG-TV, Mobile, Ala. adds Class AA Network Accounts: American Chicle & Chesebrough Pond’s will co-sponsor Adventures of Jim Bowie on ABCTV starting Sept. 7, Fri. 8-8:30 p.m., thru Ted Bates & McCann-Erickson, respectively. Based on life of Indianhunter Jim Bowie and adapted from novel “Tempered Blade,” series is first of ABC-TV’s newly acquired fall properties to be sold thus far. Sale of series to Chesebrough-Pond’s was made via closed circuit, with pres. Jerome A. Straka viewing pilot of show on WITV, Ft. Lauderdale, Fla. . . . Ray Bolger to star in Washington Square on NBC-TV for 16 shows starting in fall, Tue. 8-9 p.m., alternating with Chevy Show series; NBC says sponsors for Bolger will be announced shortly . . . Dodge cancels Danny Thomas’ Make Room for Daddy on ABC-TV, reportedly plans to buy new hour-long show on same network, thru Grant Adv. . . . Ford to sponsor Tennessee Ernie Ford on NBC-TV starting in fall, Thu. 9:30-10 p.m., thru J. Walter Thompson . . . Ford renews monthly Ford Star Jubilee on CBS-TV starting Oct. 6, every 4th Sat. 9:30-11 p.m., thru J. Walter Thompson; some of shows will be in color . . . GE to sponsor new show, as yet untitled, on ABC-TV starting in July Wed. 9-9:30 p.m., replacing Masquerade Party, which switches to Sat. 10-10:30 p.m., under sponsorship of Emerson Drug & Olin-Mathieson . . . Pearson Pharmacal to be co-sponsor (with Pall Mall cigarettes) of The Amazing Dunning er on ABC-TV starting May 9, Wed. 8:30-9 p.m., thru Donahue & Coe . . . Universal Appliances buys Tue. 7:307:45 p.m. time period for new musical show on NBC-TV starting in fall, thru Dancer-Fitzgerald-Sample . . . Sylvania to sponsor The Buccaneer film series as replacement for Beat the Clock on CBS-TV starting in Sept., Sat. 7:30-8 p.m., thru J. Walter Thompson . . . NBC-TV to switch Howdy Doody, in black-&-white, to Sat. 10-10:30 a.m. starting June 16. How big is advertising business? Census Bureau this week released results of its 1954 Census of Business showing 5077 agencies in existence in that year, up from 3279 in 1948, accounting for $3,244,949,000 in receipts. New York agencies accounted for 48% ($1.5 billion) in receipts, followed by Illinois, 17% ($554,000,000). Sol Hurok signs new 1-year contract with NBC-TV as producer of several new programs. He won’t be confined to Producers’ Showcase, as in current season. hour (7-10 p.m. Mon.-Fri. & 6-10 p.m. Sat. & Sun.) at $450, min. at $95, Class A hour remaining $400. WSFA-TV, Montgomery, Ala. raises hour from $350 to $450, min. $70 to $100. KFVS-TV, Cape Girardeau, Mo. raises base hour from $300 to $400, min. $60 to $80. WLBT, Jackson, Miss, raises hour from $300 to $360, min. $60 to $80. WEHT, Henderson, Ky.-Evansville, Ind. raises hour from $250 to $300, min. $50 to $60. KHOL-TV, Kearney-Holdrege, Neb. adds Class AA hour (7-9:30 p.m. daily) at $300, min. at $60, Class A remaining $250. KYTV, Springfield, Mo. raises hour from $240 to $275, min. $60 to $62.50. KTTSTV, Springfield, Mo. raises hour from $200 to $250 and adds Class AA 20 sec. only i-ate (7:29-9:30 p.m. daily) at $62.50. WMFD-TV, Wilmington, N. C. raises hour from $200 to $250, min. $34 to $50. KRCG-TV, Jefferson City, Mo. adds Class AA hour (7:59-9:01 p.m. daily) at $250, min. at $50, Class A hour remaining $200. KOMU-TV, Columbia, Mo. adds Class AA hour (8-9 p.m. daily) at $250, min. at $50, Class A hour remaining $200. KTRE-TV, Lufkin, Tex. raises hour from $150 to $225. WGLV, Easton, Pa. raises hour from $150 to $175. Agencies change addresses: Emil Mogul to 625 Madison Ave., N. Y., whei'e it started in business 16 years ago; Erwin, Wasey & Co. to 711 3rd Ave., N. Y,