Television digest with electronic reports (Jan-Dec 1953)

8 Station Accounts: Those 111 national & regional spot accounts on pioneer uhf KPTV, Portland, Ore., some of which were published in this column last week, include Pacific Northwest sponsorships that merit listing because some are or will be national and they serve to point up the growing importance of that area as a source of TV business. Placed by Portland agencies: Acme Beer, thru Blitz Adv.; North Pacific Canners & Packers (Flav-r-paek frozen foods), thru Coleman Adv.; Stanley Drugs, thru Richard H. Seller Adv.; Tillamook County Creamery Assn. (Tillamook Cheese), thru Burkett Adv.; Montag Stoves, thru Pacific National Adv. Placed by Seattle agencies: Alaska Fish Fertilizer, thru Burke Co.; Arden Farms (dairy products) & Columbia Aluminum Co., thni Adv. Counselors; Biscelgia Bros. (Paradise Wine), thru Penman-Neil Adv.; Centennial Mills (Crown Flour) & Union Pacific R.R., thru Richard Montgomery & Assoc.; Alt Heidelberg Beer, thru How. J. Ryan & Son; Dirks & Co. (Miracle Power), thru McGrath & Assoc.; Mission Macaroni Co. & Williams Potato Chips, thru Taskett Agency; Bailey Potato Chips, thru Ruthrauff & Ryan; Olympia Beer, thru Botsford, Constantine & Gardner; Pacific Chemical Co. (Balance Soap), West Coast Airlines & Bardahl Oil Co., thru Wallace McKay Co.; Brew 66, thru Miller & Co.; Sunny Jim Peanut Butter, thru Dave Crockett Adv.; Brown & Haley Candy Co. (Mountain Bars), thru HonigCooper; Amalgamated Sugar Co. (White Satin Sugar), thru David W. Evans & Assoc., Salt Lake City . . . Standard Oil of California buys Walter Reed Productions film series, Waterfront, starring Preston Foster, for placement on 12 western stations, thru BBDO . . . American Maize Products Inc. (Amazo dessert) premiered Adventure % of Blinkey, puppet series, on WABC-TV, N. Y. Oct. 17, Sat., 11:30-11:45 a.m., thru Kenyon & Eckhardt . . . Among other advertisers reported using or preparing to use TV: Dennis Chicken Products Co. (Dennis boneless chicken), thru Arthur Sampson Co., Boston; Martinson’s Coffee Co. (Coffee Candy Gems), thru Anderson & Cairns, N. Y.; Russell-Miller Milling Co., Minneapolis (angel cake mix), thru Olmstead & Foley, Minneapolis; Presto Beverages (nonfattening beverages), thru Wexton Co., N. Y.; Grove Laboratories (Antomine), thru Harry B. Cohen, N. Y.; Mishawaka Rubber & Woolen Mfg. Co. (all weather boots), thru Fletcher D. Richards, N. Y.; Artistic Card Co. Inc., Elmira, N. Y. (greeting cards), thru Franklin Bruck Adv. Corp., N. Y.; Cities Service Co. (gasoline), thru Ellington & Co., N. Y.; White Cross Sleep Products, Philadelphia (Streamline Beauty mattress), thru David Zibman Adv., Philadelphia; Booth Bottling Co. Inc., Philadelphia (beverages), thru Fiegenbaum & Wermen, Philadelphia; Ben Hur Products, Los Angeles (Golden West coffee), thi-u Warwick & Legler, Los Angeles; Burgermeister Beer Co., San Francisco, thru Emil Reinhart, San Francisco; Cardinet Candy Co. (Cardinet candy), thru Elliott Agency, Oakland; Set of 7 (kitchen utensils), thru Philip E. Green Co., Los Angeles; Blue Magic Inc. (Easy Monday liquid starch), thru Adrian Bauer Adv., Philadelphia; Leader Electronics Inc. (Superotor antenna rotator), thru Sylvester & Walsh, Cleveland; Trix-Stix Inc. (toy kits), thru Monroe Greenthal & Co., N. Y. Network Accounts: Pitch for holiday and specialty ad vertising was made this week by NBC-TV with plan called “Run-of-Schedule Advertising — Holidays” (ROSAH) involving quick sale of 1-min. filmed commercial participations on unsold segments of any of 6 Mon.-thru-Fri. daytime programs at $3530 gross for each partic. NBC will determine placement of announcements, and after program purchaser will be notified when it was run and circulation reached. Plan will run until Dec. 31, will take in Ding Dong School (10-10:30 a.m.); Glamor Girl (10:3011); Hawkins Falls (11-11:15); Bennett Story (11:1511:30); Three Steps to Heaven (11:30-11:45); Follow > Your Heart (11:45-12) . . . CBS-TV reduces base rate for Sun. afternoon programs by 25% in Rate Card No. 10, effective Oct. 15, making Class B rates (75% of Class A) applicable to all network programs between 1-5 p.m. Sunday, local time; heretofore Class A rates have applied to this time period . . . Motorola became another ABC-TV “blue chip” sponsor this week, buying Motorola TV Hour for $80,000 time-&-talent per show, alt. -week with U. S. Steel Theatre, starting Dec. 1, Tue. 9:30-10:30 p.m., thru Ruthrauff & Ryan . . . Longines-Wittnauer Watch Co., for 5th straight year, to sponsor hour-long Thanksgiving and Christmas music festivals on CBS-TV, 5-6 p.m., thru Victor A. Bennett Co. . . . Borden's Coffee to sponsor Wed. & Fri. segments of Hawkins Falls on NBC-TV, starting Oct. 28, Mon.-thru-Fri. 11-11:15 a.m., thru Doherty, Clifford, Steers & Shenfield . . . Procter & Gamble buys alt.Mon. of Welcome Travelers on NBC-TV, starting Oct. 26, Mon.-thru-Fri. 4-4:30 p.m., thru Benton & Bowles . . . Swift & Co. (Pard dog food) to sponsor Kukla, Fran & Ollie, on NBC-TV, tentatively set for Sun. 3:30-4 p.m., thru J. Walter Thompson . . . Parker Pen to sponsor filmed Greatest Football Plays of All Time for 15-min. followingpro football telecasts on DuMont, Dec. 5 & 12 or Dec. 6 & 13, thru J. Walter Thompson. a Wm. Itogow, pres, of old Neff-Rogow Adv. Agency, onetime WOR salesman and partner of late Walter C. Neff, died Oct. 17 in N. Y., 3 days after death of his wife. Plugging uhf hard, ABC has issued The P’s & Q’s of V’s & U’s, 60-p. report on uhf “as a service to advertisers, advertising agencies and the TV industry generally.” It’s available from network, touches on many angles of uhf picture. ABC, with 49 uhf affiliates (out of total 154), stands to gain significantly by success of uhf. Booklet explains that launching of uhf stations “vastly improves ABC’s clearance picture.” The single-station market is rapidly disappearing, ABC notes, pointing out that of the 40 pre-freeze single-station markets, all but 13 now have more than one station. “Last year, before the thaw, ABC-TV had 63 affiliates. About 2 out of 3 were in singlestation markets. By Sept. 1, ABC had 154 affiliates, 3 out of 5 in multi-station markets.” Adds report: “This fall ABC will be able to deliver coverage of approximately 85% of all TV homes, against 2-network competition. [ABC] can now clear, in prime evening time, over 50 markets on a live basis.” Another subscription-TV petition was filed with FCC this week — by KBST, applicant for Ch. 4, Big Spring, Tex., joining 7 uhf grantees which had already asked approval of fee TV (Vol. 9:32,35-38.41). KBST’s petition argued pay-as-you-see system “will enable TV stations in medium-size markets to provide a better program service and operate longer hours than would otherwise be economically feasible.” Meanwhile, Skiatron showed subscription TV to physicians in New York Oct. 21, to demonstate how it can be used to give doctors clinical instruction in their homes and offices without letting general public eavesdrop. Frank Stanton, CBS president, and Niles Trammell. ex-NBC chairman now pres, of Biscayne Television Corp., applicant for Miami's Ch. 7, appointed to advisory board of Ford Foundation’s TV-Radio Workshop (Omnibus, Excursion). Forecast that radio spot & local will “probably increase by another $100,000,000 in the next few years” was made by N. W. Ayer & Son exec. v.p. C. L. Jordan at NARTB Philadelphia district meeting Oct. 23.