Television digest with electronic reports (Jan-Dec 1953)
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Station Accounts: Farm programs are currently carried on 60 TV stations, reports Dec. 5 Tide, listing them and quoting research firms as stating one out of 4 farm families already has a TV ; that rate of TV set buying is now faster among farm than among other families; that sponsors like Allis-Chalmers, Ralston-Purina and Lederle Laboratories are already experimenting with farm TV . . . Charles Calkins, TV-radio director of Conklin Mann & Son, N. Y. agency, who recently toured farm TV stations, found chief handicap that their programs “ape aural radio” and concluded such shows might just as well air on radio at lower cost-per-thousand . . . Best farm shows, in Calkins’ opinion: Oklahoma Farmer, 12:30-1 p.m. daily on WKY-TV, Oklahoma City; Farmtime, noon daily on WBNS-TV, Columbus; Farm Furrows, Wed. 5:15 p.m. on WSM-TV, Nashville; RFD No. U, Sat. noon on WWJ-TV, Detroit; Farm Reporter, 12:30-12:45 p.m. daily on WOWTV, Omaha; Farm & Home Editor, noon daily, on WBAPTV, Ft. Worth . . . Heavy local spot buying in N. Y. by Ford and Buick indicate auto advertising via TV-radio “on strong up-beat,” reports Billboard, with 1954 expected to be most competitive year for new car sales — Ford & Chevrolet “locked in a battle for the low-price car purchaser” and Nash, Kaiser, Hudson & Studebaker “in a struggle to recapture some of the customers they have lost to the majors” . . . Vaughan Motors, dealing in foreign cars, sponsoring Wire Wheels, first program devoted entirely to motor sports, Thu. 7:45-8 p.m. on WABD, N. Y. . . . Heileman Brewing Co. (Old Style Lager), for 13 midwest markets, and Pure Oil Co., for 9 midwest & southern, have bought ABC film syndication div.’s Racket Squad, thru Leo Burnett, Chicago . . . Among other advertisers reported using or preparing to use TV : Armour & Co. (Suds detergent), thru John W. Shaw Adv., Chicago; Foremost Kosher Sausage Co., Philadelphia (meat products), thru Weightman Adv., Philadelphia; Sherrill Corp., Chicago (precision compasses) , thru Robertson Potter Co., Chicago; Margo Wine Co., Philadelphia (Margo wines), thru J. M. Korn & Co., Philadelphia; Sta-Nu Corp., Chicago (dry cleaning system), thru Lester L. Jacobs, Chicago; Aluminum Goods Mfg. Co., Manitowoc, Wis. (Mirro cookie press), thru Cramer-Krasselt Co., Milwaukee; Toy Mfrs. of USA Inc. (American-made toys), thru Grey Adv., N. Y.; American Character Doll Co. (Rickey Jr. doll), thru Sterling Adv., N. Y. ; Fanny Farmer Candy Shops Inc., Rochester, N. Y., thru Charles L. Rumrill & Co., Rochester; Caryn Gae Inc. (chlorophyll lipstick), thru Preiss & Brown, N. Y.; Comstock Canning Corp., Newark, N. Y. (canned fruits), thru Leo Burnett Co., Chicago; Grove Laboratories (Antamine cold remedy), thru Harry B. Cohen Adv., N. Y. ; Block Drug Co. (Polident tooth powder), thru Cecil & Presbrey, N. Y.; Cristy Chemical Corp., Worcester, Mass. (Cristy Dry Gas anti-freeze for gas line), thru Humbert & Jones, N. Y. ; Banner Candy Mfg. Co., thru H. L. Mihic & Co., N. Y. ; Q & W Laboratories (Quettes face cloths), thru Gregory Ruffa Co., N. Y. ; Dri-Zit Co., San Jose (Dri-Zit deodorizing products for garbage cans), thru Long Adv. Service, San Francisco; Jet-O-Mat Inc., Minneapolis (Duncan Hines automatic coffee maker), thru Addison Lewis Co., Minneapolis; Relaxacizor Sales Inc. (reducing aid), thru Wm. Warren, Jackson & Delaney, N. Y.
Motion Pictures for Television Inc. has formed MPTV (Canada) Ltd. with Paul Nathanson, Alf Perry and Alex Metcalf, of Sovereign Film Distributors, offering Canadian stations its services through offices in Toronto, Montreal & Winnipeg.
CBS-Columbia signs contract for TV receivers as standard built-in equipment for mobile home units of Pacemaker Trailer Co., Elkhart, Ind.
Network Accounts: Importance of advertising will be
discussed by top ad executives in 2-min. films inserted on 3 NBC-TV sustaining programs each Sunday for 13 weeks starting Dec. 6, when leadoff speakers will be Foote, Cone & Belding’s Fairfax M. Cone; J. Walter Thompson’s James Webb Young, and Bristol-Myers’ Lee Bristol. Conceived by Jacob A. Evans, NBC-TV adv. & promotion director, idea is to stress value and necessity of advertising in the American economy. Spots will be seen each week on American Inventory (2-2:30 p.m.) and American Forum of the Air (2:30-3 p.m.) and on alt. weeks on Meet the Press (6-6:30 p.m.) . . . Bucking top variety shows, ABC-TV launches unusual-format whodunit series, The Mask, starting Jan. 3, with central character as host narrator, Sun. 8-9 p.m., opposite NBC-TV’s Colgate Comedy Hour and CBS-TV’s Toast of the Town ; no sponsor yet . . . Rybutol (vitamins) sponsors Up for Adoption, new human interest program on ABC-TV starting Jan. 16, Sat. 7-7 :30 p.m., thru BBDO . . . Texaco buys Cotton Bowl game in Dallas New Year’s Day on NBC-TV starting at 2:45 p.m., sandwiched between projected colorcast of Tournament of Roses (Woolworth’s) and monochrome Rose Bowl game (Gillette) from Pasadena, thru Cunningham & Walsh . . . Anacin buys alt. wk. 10 min. of Show of ShowsAll Star Revue on NBC-TV starting Dec. 5, Sat. 9-10:30 p.m., thru John F. Murray Adv. . . . Gold Seal Co. (glass wax) sponsors Jo Stafford Show on CBS-TV starting Feb. 2, Tue. 7:45-8 p.m., thru Campbell-Mithun, Minneapolis . . . Sweets Co. of America (Tootsie Rolls) Dec. 13 shifts Paul Whiteman TV Teen Club on ABC-TV from Sat. 7-7:30 p.m. to Sun. 7:30-8 p.m.
Sylvania’s annual awards, presented at New York’s Hotel Pierre Dec. 1 : comedy, Make Room for Daddy (ABCTV) ; new series, Person to Person (CBS-TV); panel, What’s My Line? (CBS-TV) ; public service, American Forum of the Air (NBC-TV); documentary melodrama, Dragnet (NBC-TV) ; children’s series, Ding Dong School (NBC-TV) ; local education, Shakespeare on TV (KNXT, Los Angeles) ; creative technique, Ford Foundation’s Omnibus (CBS-TV) & Excursion (NBC-TV) ; variety artist, Donald O’Connor; individual performance, Mary Martin, on Ford Motor Co.’s The American Road; actor, Rod Steiger, for Marty, on Goodyear TV Playhouse; writer, Irving Gaynor Neiman, for adaptation of John O’Hara’s Appointment in Samara, on Robert Montgomery Presents. In addition, ABC, BBC & CBC were honored for coverage of Coronation. No grand prize was awarded by selection committee headed by Deems Taylor.
New York TV-radio stations reaped bonanza in heavy pre-Xmas advertising as result of strike which shut down city’s 7 big daily newspapers — but they also took on greater responsibilities in keeping public informed via vastly increased schedules of newscasts. Some TV stations even read comics, newspaper editorial columnists, etc. While radio got greatest increase in advertising, most TV stations were sold out, or close to it — stores being biggest customers, but theaters and auto dealers also made heavy time purchases. Stations were hoping current test of TV’s impact would sell dept, stores on continued heavy use of medium, even after newspapers are back in business.
Six grants-in-aid for educational TV programming were made this week by Ford Foundation’s TV & Radio Center, Ann Ai'bor, Mich. Recipients: U of Nebraska, $9000, for 39 programs explaining significance of Great Plains area in American history; U of Illinois, $8500, for agricultural economics series; Stanford U, $8000, for series on modern application of Constitution; New York U, $6500 for series on archeology; St. Louis School Board, $3500 for foreign language instruction. In addition, 8 colleges received grants for radio programming.