Variety (August 1957)

24 RADIO-TELEVISION Wednesday, August 28, 1957 J^ASUEfr CIJS-IYs Sponsorship Bonanza On 64 Regional Pro Grid Telecasts CBS-TV has set virtually full-f sponsorship for its pro football' lineup a total « WRCA-TV’s ‘Hi Mom’ Corn of 64 separate regional tele¬ casts on 176 stations on 19 different WRCA-TV, the NBC flagship in 1 dates. Plum sponsorship deal in : New York, has pulled in 10 paritci- the grabbag is with Marlboro, j pa ting advertisers for its. new ciggies, which will cosponsor the | earI ning „ Hi Mom .. 9 . 10 str ip games nationally, over the full line- f . ^ up of stations in the nine separate within the two weeks since the regional networks. show preemed. Signed for the z r iv • *vn*wr oewioro: Shari Lewis starrer are Procter & Marlboro is ta ^” g ; Gamble, General Foods, Purex, Ex- from one-third fo two-thirds-spoil-j quisite ' Form , Chock Full O’Nuts. sorship, oyer each regional net j Tro i a Q range Juice, French’s which varies m sue from three In JJ_ t p ota toe S . Gimbel’s and stations ‘Philadelphia region) to ‘Monitor Inserts Woo Bigtime Stars Back to NBC Radio ! Instant Potatoes, Gimbel’s and the 78-station Chicago network,: Co ^° a ]v ? ars . h ' ... . Other sponsors, regional and local, j Show is aimed at young mothers, are filling in the remaining spon- with advice on baby care by reg- sorship in each area, and the only istered nurse Jane Warren, availabilities left thus far is one. j : third in the New York region, one-: third in Philadelphia and one-third on the Coast network. In addition. Carter Products has bought in on an alternate-week deal for a 15-minute preview show, which like Marlboro, will go na¬ tionally. Show will be on film, so that it's the same for each region despite differences in starting times. Carter deal starts with the- regular season on Sept. 29. but the CBS telecasts start Sept. 8 for; on pre-season exhibition weeks p •• ^ J^ g .' 7 \ + Sponsorship lineup has Marlboro nn f vf a P fhp \^Pktv and Ballantine Beer sharing a third - sponsorship each in N.Y.; Marlboro senes of now-departed bigtime ra¬ cking two-thirds in Philadelphia;: dl °- o« couise. but as intemewm- Marlboro and National Bohemian serts into web s weekend Monitor” Beer sponsoring all in Baltimore,! P r °8 ram * Marlboro and Amoco sponsoring: NBC Radio has lined up a galaxy in Washington; the cigaret com-, of names to tape total of 10 five- pany and Duquesne Beer sharing minute segments each week. Ma¬ in Pittsburgh, Marlboro, Standard' terial will be new and scattered Oil of Indiana and Pabst in Green ‘ over the Saturday and Sunday ra- Bay; Falstaff Beer, Standard of, dio marathon. Indiana and Marlboro in Chicago;, George Gobel already has been Speedway Petroleum, Globel Beei ,fi rme d. by "Matinee” exec pro- and Marlboro in Detroit and Fal-; ducer-dircctor A1 Capstaff, with staff and Marlboro sharing two-’“Fibber McGee and Molly” (Jim ^ oas t- and Marion Jordan) previously CBS is using some 180-odd lech- inked j n negotiation stage are mcians on the complicated regional deaIs with Eddi e Cantor, Jerry operation, which involves a dif- Lewis and Bob Hope ferent erew in each city and any- ; .. „ . ... .. . where from two to six separate Monitor’ is completely sold out, full-game telecasts on any one day. ? a y s Capstaff, star lntegiation Judson Bailey, CBS exec producer \ s ^tended to maintain high quali- for sports, is producing the show,;programming, with the aid of producers Hugh; ' Beach and Pete Molnar, with CBS j |j j *u »r. director of sports Bill MacPhail! HoWaFfl Miller NlICS overseeing the entire operation. ! Announcing staff comprises Chris! Schenkel and Jim McKay in N.Y.; Byron Saam and Jack Whitaker in Philly; Chuck Thompson and Bailey Goss in Baltimore; Jim Givens and Arch McDonald in Washington; Joe Tucker in Pitt; Ray Scott andl, ir , . . . > .. , . , Johnny Lujack in Green Bav; Joei^ eaver last week ’ definitely nixed Boland and Joe Foss covering the! the producer-host role on the 90- Cardinals and Red Grange and Bill! minute "Saturday Night Party” Fay the Bears in Chicago; Van ■ proposed f or Weaver’s Program Patrick and Bob Reynolds in De- ~ no , n;n ., .. , troit; Tom Harmon in San Fran- Service network. Miller said he cisco and Bob Kelley and Gil St rat- I was interested but “physically in- ton in L. A. | capable” of accepting tbe assign- As per the National Football * meiit now. that he’s added NBC- League agreements home game*, TV » S dai i y “Club. 60” to his other- are blacked out in the schedule for : w jc e huw schedule a radius of 50 miles from the home 1 y 5LneQUie * Pat Weaver Bid Fur ‘Saturday Night Party’ Chicago, Aug. 27. Howard Miller, meeting with Pat city. Similarly, whenever a team' He has a 15-minute CBS radio plays at home; out-of-town games: strip at 10:46lam a local 90-min- are blacked out of the citv i u , te c s ?“ w °? W . IND ® yery m °™ mg at 6:30, and a two ahd a half hour .CSnndav mnpnintf eVirtw nn WIND CBS’Red Carpet Out for Elizabeth j Sunday morning show on WTND. ! This, leaves Weaver in search j of a host and tw T o more sponsors \ for the Saturday night stanza ' which is supposed to originate from . the Aragon Ballroom here. Kick¬ off date is Sept 21. Weaver tapped Pabst Brewing Co.,, through Nor- . man, Craig & Kummel, for sponsor- CBS News has assigned a staff of shi P of one 30-minute seg and still 17 newsmen and cameramen to has two to go. Show will probably cover the visit to the U. S. and' be cancelled if it does not get at Canada of Queen Elizabeth in Oc- least , one other sponsor, tober, and has already finalized plans for a late-night 45-minute i wrapup network telecast at the end \ of her visit. The 45-minute wrap-} up. to be telecast live and film, is j being peddled by CBS-TV’s sales- department as a commercial one- * shot. It will be telecast either Oct. ’ 21 22 or 23, probably in the 11:15’ to midnight period. KNXT TELETHON FETCHES $117,430 Hollywood, Aug. 27. Ten-hour multiple sclerosis tele¬ thon on KNXT Sunday (25) garn¬ ered $117,430. Goal was $100,000, Last August telethon raised $107,- 000 in pledges hut total contribu¬ tion upped figure to $135,000. Bob Crosby emceed. Jack Rourke produced. Talent on "Parade of Stars” included Jayne Mansfield, Eddie Cantor, Ann Blythe, Law¬ rence Welk, Freddy Martin and Peggy Lee. Boston Blasters Apologizing For Boston, Aug. 27. Radio and tv here redoubled their efforts to bring the news to the newspaperless Hub as the strike entered its third week. In the meantime radio and tv sales-) men have become order takers with biz rushing in. Experiencing a bonanza after a low period as a direct result of the newspaper strike, the stations are loaded with commercials. Some are apologizing to listeners for having so many commercials, explaining that they are "trying to help out” because of the strike. With the press of biz, some sta¬ tions hiked rates to new advertisers. Most of the new biz came from pic¬ ture theatres, department stores and automobile agencies. WNAC continued its policy of news on the hour and half hour 38 times a flay plus bulletins on the hour and adding extra services. WNAC and WNAC-TV also provided large news bulletin posters twice a day to the Stop & Shop super¬ market bakery unit in Hub’s South Station, and the Boston Five Cent Savings Bank, and maintained a billboard of news on the Boston Common. In addition, a printed "Dinergram,” with film listings and news flashes is being issued to ho¬ tels by the station. WVDA set up a “Radio News journal,” special broadcast three times a day. Station has newsmen at state house, city hall, courts, police headquarters, hospitals and fire stations. WVDA parks its Volkswagon bus, mobile unit with public address system, at strategic points around the Hub during its “Radio News Journal’.' broadcasts. (Continued on page 40) Helene Curtis Biz To McC-Erickson Chicago, Aug. 27. McCann-Erickson this week ex¬ panded its client roster with the addition of Helene Curtis Indus¬ tries and its billings by over $3,000,000 with the acquisition of two of Curtis’ key products. Agen¬ cy was awarded the. Spray net and Shampoo Plus Egg lines, first of which is a major television account, in a Curtis realignment that sees McC-E replacing Eari Ludgin as one of Curtis’ three agencies. Other two agencies are Gordon Best, which will handle a men’s line (Lentheric, Suave, etc.) plus the Beauty Shop Division, and Ed¬ ward H. Weiss, which takes over Stopette, Enden, King’s Men and Lanolin Discovery. Current Curtis billing is $12,000,000. CBS-TV’s 10 Out of 10 Beyond the one-shot, CBS News is working on several other pro¬ gram efforts on the coverage of the royal party, and has subnvtted them to the web’s plans board. The 45-minute show has already been approved by the network brass. The 17-man crew includes Chief European correspondent Howard K Smith and London correspon¬ dent Alexander Kendrick, who will travel as part of the royal party, with other newsmen picking up the group when they reach stateside. CBS scored a clean-sweep of the Top 10 Nielsen list for the two- week period ending July 27, grabbing off the complete honors both in the average audience and total audience categories. Web came up with some surprise entries, too, such as "20th-Century Fox Hour,” the all-reruns, “Undercurrent” anthology and "Rich¬ ard Diamond.” "Gunsmoke” topped the list and placed second in the TA list as well. TOTAL AUDIENCE AVERAGE AUDIENCE Playhouse 90 (CBS).30.9 Gunsmoke (CBS) ....._27.9 Gunsmoke vCBS) .30.2 $64,000 Question (CBS) ....26.2 $64,000 Question (CBS) .29.1 I’ve Got Secret (CBS) ....24.1 20th-Fox Hour (CBS) ...28.2 20th-Century Hour (CBS)..22.3 I’ve Got Secret (CBS).26.7 What’s My Line (CBS) ... .22,2' Ed Sullivan Show tCBS) ..,.Z6.1 $64,000 Challenge (CBS) ..21.7 U.S. Steel Hour (CBS).25.2 Playhouse 90 (CBS) .21.6 Game of Week (CBS) ...*...25.0 Undercurrent (CBS) -20.3 Climax (CBS> ..24.7 Richard Diamond (CBS) . ..20.1 What’s My Line (CBS).24.0 Hitchcock Presents (CBS).. 19o TV-Radio Production Centres IN NEW YORK CITY . , . Mike Dann back at NBC exec desk after vacation in Rockies... Herbert J. Cutting, chief accountant at Mutual, named director of ad¬ ministrative services.. ."Great Jewish Stories” series on WATV starts with new series of adaptations .on Wednesday ^28) afternoon... Judy Lewis, daughter of Loretta Young and Tom Lewis, joined WCBS-TV as program coordinator on "Eye on New York,” replacing Ellen Shapiro, who’s moved to WABDr’s "Nightbeat” staff as interviewer-researcher... Barbara Delatiner, feature writer for Newsday, taking over Jo Coppola’s reviewer spot starting next Wednesday (4) when the latter moves to the N. Y, Post. Miss Delatiner has been doing dry-runs during all of August... CBS-TV "Camera Three” producer Lewis Freedman off on a three-week European vacation... Diana Barth, followed up a recent "My True Story” appearance with radio spots for Tetley Tea and Bromo Seltzer... Lennen & Newell v.p. Nick Keesely and P, Lorillard prexy Lewis (Bud) Gruber to the Coast for an o.o. on their upcoming "Court of Last Resort” series.. .WCBS-TV "previews” its "Compara¬ tive. Literature ID” series on Sept. 7 in a special 3:30-4 show, with "Camera Three” moderator James Macandrew discussing the show w r ith Dr. Floyd Zulli, program’s instructor. Station, incidentally, has come up with "Sunrise Semester” as the title for this and future edu¬ cational shows.. .Lilia Skala called to the Coast for leading role in "The Last Act” on "Lux Video Theatre” Sept. 14.. .Metopera star Mildred Miller makes first appearance on the Ed Sullivan show Sept. 15.. .Roy Kammerman, Allen Robin and Cally Curtiss set as the script¬ ing team for the Johnny Carson-starring "Do You Trust Your Wife” on ABC-TV.. .Irving Gitlin, CBS public affairs director, addresses third annual Robert Flaherty Seminar today (Wed.), speaking on “Televi¬ sion Techniques and the Future of Documentary Films.” Col. Jay Barney finished his two weeks of active duty with the Signal Corps, getting two afternoons off so he could record "Romance of Helen Trent” for 12 days in advance as well as do the two live shows on those days . . . Jesse Zousmer, coproducer of "Person to Person,” post¬ cards from Irsael, “Having a ball here and they don’t even have tv” . . . Press agent Nat Fields and wife Sylvia had a pre-housewarming at their New Rochelle ranchhouse, hosting Mr. and Mrs. Andre Baruch (Bea Wain), adman Alden James and his wife, and NEA tv columnist Dick Kleinei* . . . Lester Hammel has joined television operation of the artist management firm of Willard Alexander . . . Joe Given^chosen to do all billboards for new "Restless Gun” series to debut on NBC-TV . . . Fred Parsons concluding a summer long assignment speaking for Pepsi-Cola in firm’s Grand Central Station Exhibit . . . Jessica Jpnes concluded episode "Bilko’s Valentine” in current Phil Silvers series. .. A special, two-part discussion on cigarets and lung cancer gets under¬ way on WABD’s “Night Beat” tomorrow (Thurs.) when John Wingate interviews Dr. Johrf R. Heller, director of National Cancer Institute, U. S. Public Health Service. He will be followed on Sept. 6 by Dr. Clarence Cook Little, biologist and chairman of the Scientific Advisory Board to the Tobacco Industry Research Committee . . . Seymour (Hap) Eaton, formerly with NBC Television Films in Chicago, joins the New York offices of station reps Peters, Griffin, Woodward, Inc. ... Mrs. Doris Strong, for the past three years administrative assistant to Thomas F. O’Neil, prez and board chairman of RKO Teleradio Pictures, has resigned to join the Gordon-McLendon owned radio station KLIF, Dallas, Tex. Mrs. Strong will be an assistant to Dale Drake, station’s general manager ... A “Time Change Guide Map,” prepared by reppery Blair-TV, is being distributed to time buyers and agency execs throughout country . . . William B. Williams, WNEW’s emcee on two daily shows, has been selected as host for WABD’s new variety show “Fiesta Americana.” Williams takes over the show with a Latin beat starting S6pt. 20 at 8 p.m. NBC flack Alec Nyary on the mend at Hospital for Joint Diseases after being in a critical condition last week with an attack of hepatitis . . . Jack Perils signed by Bob Saudek to handle publicity for "Omni¬ bus” and other Saudek properties; Perlis handled "Omnibus” when it was'under Ford Foundation auspices . .. Ted Rogers, exec producer on the erstwhile "Home” show, moves into "Wide Wide World” as one of the show’s four producers ... CBS doorman Mike Donovan back on the job after a hospital stay . . . Ronald Dawson doing "Witness for the. Prosecution” at the Paper Mill Playhouse” for three weeks starting Sept. 9 after turning in an "Arthur Murray Party” stint Monday (26)_ Jim Lowe gets his WCBS "Hideaway” deejay stanza extended to a solid five-and-a-half hours on Saturdays, starting Sept. 7 . .. (Miss) Mickey V. Young named administrative to Jack L. Gross, manager of Ameri¬ can Research Bureau’s N. Y. office . . . Richard L. Evans, who does “The Spoken Word” on CBS Radio, has his seventh collection of his radio essays published Sept. 18 by Harper & Bros, under the title, “The Everlasting Things” . Lanny Ross returns to his WCBS mike this week following a three-week vacation on Cape Cod . . . Grace Baker, secretary to Alan Courtney, NBC supervisor on the Steve Allen show, packing up and leaving for the Coast on Friday (30); hopes to go to work for NBC there . . . Lowell Thomas returns to N. Y. Sept. 2 after a summer-long overseas junket . . . WRCA WRCA-TV manager of news Gabe Pressman off to the Coast for two weeks, with Bill Ryan subbing for him on his "Shell News” strip ... Larry LeSueur and Bill Downs tapped by CBS Radio to handle the Jtwo new five-minute news strips for Miles Labs_Aileen Paul (Mrs. Freddie Bartholemew) subs for Josephine McCarthy for two weeks on "Hi Mom” on WRCA-TV while Miss McCarthy vacations . . . William C. Whalen named WRCA- TV sales facilities coordinator, replacing Stanford Levy, whose been upped to a salesman at the station . . . S. William Aronson upped to ad¬ ministrator in the cost control unit of ABC; he’s been director of sales service .. . Jack Arthur into "Indictment” on CBS Radio Sunday (1)... WINS deejay Zeke Manners has offered Mayor Wagner his aid in fight¬ ing juvbnile delinquency by volunteering to organize other deejays to form yodth groups throughout the city ... Ed Wynn guests on Arnold Michaelis’ "Face to Face” on CBS Radio Sept. 4 . . . Richard Lewine, CBS-TV exec producer, back from the Coast after huddles with Colo Porter, who’s doing the songs for S. J. Perelman’s "Aladdin” spec. Perelman accompanied Lewine on the trip . . . Larry Surles moved up from eastern manager of NBC spot sales to the new post of manager of new business . , . June Taylor Dancers inked for three appearances ort the Ed Sullivan show . . . Charles Oppenheim, CBS-TV director of information services, back after a fortnight hiatus in Martha’s Vineyard and Vermont . . . CBS public affairs’ John Jefferson to Ohio for a three-week tour of the midwest. . . Vic Allen named business and pro¬ duction manager of CBS-TV’s new "Conquest” specials under producer Mike Sklar ... Bobby Hackett returns to Mutual’s "Bandstand, U. S. A.” on Saturday (31). IN HOLLYWOOD . . . Barry Wood, executive producer of NBC-TV’s "Wide Wide World,” picked’Ted Rogers, formerly head of film production for Dancer-Sam- ple-Fitzgerald in Hollywood, as his fourth producer. Others are Her¬ bert Sussan, Alan Neuman and John Goetz . . . Del Reisman moved up ‘as story editor of "Playhouse 90.” He succeeds Peter Kortner, who will be associate producer on the CBS-TV long form drama . . . Allen Parr and Charles Straus on the mend from their ailments and due back at their CBS-TV desks . . . David Broekman, back among the home towners, believes that color will provide the impetus needed to raise the level of music appreciation in tv . . . Frank Ross, producer and Phil Shuken, writer, of Joan Caulfield’s “Sally,” extended their stay in Cannes a month to whip up a fresh batch of scripts. • • Tom McDermott, were noimcu ___ (Continued on page 40)