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84 HADIO-TELEVISIOX P&RIE&Y Wedneiday^ ^November 13, 1957 Kraft Not Mefdy Wednesdays Quid; A Thurs. Titan With Live TV Blurbs Kraft foods has a $10,000 weekly •* stake in live television network commercials, steering clear of filmed messages, in order to achieve what it considers a new and different commercial, with each sponsor break. The KraP operation, handled by J. Walter Thompson, under the helming of exec producer Harry Herrmann, is a unique one. ABC-TV Central Div. In New Chi Sales Quarters Cued By a Beach-Head .Chicago, Nov. 12. It’s an indication of the net¬ work’s show of muscles this season _ Kraft , that ABC-TV’s central division is has hitched itself to the NBC-TY j moving its sales offices from pres- network star, making a vertical [ ent quarters in the Civic Opera buy in four Thursday afteroon j Bldg, to the former Leo Burnett ^ ^ _____ shows, preceded by the longtime J space on Michigan Ave. Along ] ^ith^something lYke" a -M’Nielsen “Kraft Television Thpatre” Wed- > with the erowth and general UD “ ' rating A couple of weeks backT, ‘RICHARD’ SEEKS KEY TO ‘HARBOURMASTER’DOOR "Richard Diamond, Private De-| tective,” which did quite well in] its summer run on CBS-TV this year, now looks to be the hottest | candidate to replace "Harbour¬ master” in the Thursday at 8 period on CBS-TV, No decision has been made on a replacement for "Harbourmaster,” since it doesn’t I switch to ABC-TV until January, but the web is reportedly high on “Diamond”, and has some sponsor] interest in the Benton & Bowles shop, which first bought the show this summer for General Poods. "Diamond,” out of the Four Star Films stable, finished the summer for GF in the Monday at 9:30 slot! CBS, looking for replacement pos¬ sibilities, bought 39 episodes from Four Star, which has already put the show into production, and should be able to deliver it for January start. "Kraft Television Theatre” Wed-; with the growth and general up- nesday nighter. Idea of the buy i grading of the web, v.p. Jim is to pitch to the heavy Friday [ Beach’s central division sales force shopping trade across the coun-J is expanding its complement and try. ; needs more room; Move is expect- In order to get out its 10 com-: ed to take place next February, mercials Thursday afternoon and i ' v 'ith Jim Duffy’s network radio its four Wednesday evening, the f staff and Howard Anderson’s syndi- ageney’s commercial crew has ‘ cation department joining. , taken over a complete studio on 1 Beach, who for several months' Houston—"Disk Jockey Derby, the third floor of the NBC build- ; has been overhauling personnel in [ ^° nsar ® d b y tbe . Ho ustion Coca- ing. The studio.. 3-K, is equipped; key posts on his force, moved to ’ b °'^ YfvJ wi‘h enough' refrigerators, ovens, i strengthen it further last week by| T ^ as b °1 r with dishes, sinks, etc., to equip a ; adding Carroll Marts as an account j Afferent fiisk iocWes sv'm- number of large home kitchens. exec. Marts, for eight years the n ng t heN^S?ds ^e r y wUk. On There, everything is prepared 1 v.p. in charge of Mutual’s Chi bu- - --- ' from toast to cheese' souffle. It '< reau, had resigned that post sev- takes a staff of about 33, including eral mouths ago. Last July, Beach food specialists, announcers, on-! brought in Bill Gillogly fro/n New camera handlers, to do the job. j York to backstop him here and Reason for live versus film, ae- /more recently added Jack Riley, cording to Herrmann, is that the IN NEW YORK CITY the first program, Paul Berlin of KNUZ, Tim Osborne of KTRH and Johnny Edwards* of KTHT ap¬ peared. Alfred Bell of KTRK-TV is m.c. There will be guest inter¬ views with teenage personalities. repetitiousness of film Js avoided. With live, he states, each com¬ mercial can be dressed differently ' the recipes switched, and a clean,: fresh look achieved with the food each time around. The schedule for Thur^dajs in¬ clude three black & white com-, mercials for "Tic Tac Dough,”; two color messages in "Matinee j Theatre.” three black and whites in “Modern Romances” and two! in Comedy lime.’ Color ac- : public" service programs Prior to ’ many products had built' in sexual ^oblefnf ” e fws a “Vr 5 'if VS . the ^c.aUocal election in Gotham! | overtones in their appeal to the f^nTtliat ihe color camera! ^ • it aired the political pitches of com-! P»W>o- ..Autos were singled out as Vance Packard (‘HiddenPersuaders’) Raps Tall Me MR’ Addle-Dazzle -Bv SYD SILVERMAN r "VVNEW, N. Y. indie, utilizes the nique also came in for its share ;o • 10:35 to 11 p.m, slot for manv of its of comment.. Packard claimed that up the natural hues and little or ' in selling; and the programming no doctoring is needed. > Sei? ofKt Sunday j f wrestling bouts in the afternoon Kraft, which has doubled its •' niche is devoted to a 25-minute ! for hausfrau viewers was credited i one of the successful users of sex gross in the past 10 years, attribu¬ ting part of the growth to the ef¬ fectiveness of its commercials on tv, is duplica’ng the operation abroad. It sent Herrmann to set up a similar operation for Puerto Rico tv, and he is due to go to Mexico on a similar mission. Chief aides of Herrmann at NBC, where the operation has been run¬ ning about 50 weeks, are Alan Anderson, director, the son of playwright Maxwell Anderson, and Bern Nolan, food specialist. The JWT production unit also handles the commercial? of Kraft products repped by other agencies. ‘Maverick’ Gives S&A a Hotfoot sustainer “Counterpoint” which presents both sides of controver¬ sial subjects in two shows. Seg¬ ment caught (10) dealt with moti¬ vational research and the . psycho¬ logical aspects of modern advertis¬ ing techniques. Prof. William Kuntsler is host for the series and handles the in¬ terrogating with academic zeal and perspective that highlights the particular cause espoused by his guest. In this case the latter was Vance Packard, author of “The Hidden Persuaders,” who made no bones about his distrust and ap¬ prehension of motivational and psychological concepts and prac¬ tices currently a la .mode with the agencies and users of the mass communications, particularly tele¬ vision. Packard immediately es¬ tablished his basic premise that the use of subliminal (i.e.. subcon- t scious) techniques in advertising ■ was immoral and potentially dan- i gerous; could be easily switched ’ from selling soap to selling politics - , ... .. ! or a particular philosophy to the c/vii dld j j unwary public. Special danger of ctol ,. A11 .„ ir, smiivan and j u,is type 0 f selling, Packard as- °\' e ^^ ht . Tl * en - serted. was its eff£t on children J fi" *r on o T' Vhl< ? d ° minated | with their untrained minds, a fer¬ tile 7:30-8 half-hour Sunday (10), tile ground for such a pitch. outDoin^AUen anH Replying to a question about the 1 Q rSj W subliminal experiment in a SpJ in fK and 1T *5 i Jersey theatre that boosted prod- inre !?; -I 1 * 8 ;? J se gment, uct sales 18%, Packard stated that A (?». ing Stars dropped to he thought Federal regulation a 5.8. Sullivap rose to 25.3 and;would be one way to control this Allen increased to. 23.4. At 7:30, ; potentially dangerous method of it was ’Maverick.” 22.2; “Bachelor ! selling. Control would probably Father,” 14.3. and "Sally ”10.2. jbe exercised by FCC and FTC Elsewhere during the week, spe- j agencies, cials dominated the field. The 75- J A substantial portion of the pro¬ minute "I Love Lucy” one-shot' gram was devoted to discussion of (first of five) averaged out to a 40 2 j Politics and the use of advertising rating and 62.9% share in itsl to “merchandise” candidates. This Wednesday <6* outing, drowning i bas been a hot to P ic since PO Hti - the NBC and ABC competition| began nrtng tv for their cam- The 9 p.m. score was "Lucv” 40 0- S? lgn 5? h °' vever - Packard believed “Kraft,” 9.2, and "Ozzie & Ha> Jat tte "mercliandiang" of can-' riet” 10 6 At q-qn “t hi* dldates has now been refined to 414* "Kraft ” 16 fi the P° int where lt can have a deci ’ WineheP FnV” U in'TS*™ N vc effect on public opinon ’ and * j he cited the buildup of the "father «° 3 ^ 4 ; Is I image” of Ike prior to the Presi- . O-U Life hit 16 9 and ABC s box- j dential election last year, lng registered «.l. j Basically, the heart of the prob- ABC’s —topped ’Maverick” both Ed Night before (5), Jerry Lewis, in his first appearance of the season, belted out a 34.3 average for his 9-10 hour. At 9. he hit 33.9. vs. 11.5 for "To Tell the Truth” and 14.8 for “Broken Arrow-.” At 9:30, Lew¬ is rose to 34.6. vs. 13.8 for Red Skelton and 9.9 for "Telephone Time.” , .. . ,, , . . lem, according to Packard, is moral one. "What are the permis¬ sible limits to be employed in sell¬ ing a product?” Manipulation can¬ not induce rational behavior and, after all, that is what we striving for in a democratic society, he de¬ clared. The use of sex as a selling tech-, with bearing more than a casual relationship to sexual stimulation. Author surtimed : up by saying that one of the causes for our pres¬ ent social ills—divorce, juve de¬ linquency, etc.—is advertising de¬ signed to create dissatisfaction with the present and establish de¬ sire for something new in the way of material wealth. Solution to this poser is for society to grow up so that these selling techniques and values w'ill be in the proper perspective, he opined. Next week’s stanza will feature Ernest Dichter who will undoubt¬ edly defend the “call me MR” bunch. Programming of this type is certainly public service broad¬ casting at its best and is to be com¬ mended. It can only lend stature to the station. Soion Vs. ‘Subliminal’ Washington, Nov. 12. Until the Federal Communi¬ cations Commission bones up on "subliminal perception” ad¬ vertising and decides \vhat, if anything,. to do about it* iis use should be prohibited over the air. So Rep. WilHam A. Dawson (R-Utah) urged last week in requesting the Com¬ mission to advise all tv sta¬ tions and networks that "SP” is under investigation and is out of bounds on tv until the regulatory question is deter¬ mined. "I have no desire to increase government regulation or to extend it over the advertising field,” Dawson wrote FCC Chairman John C. Doerfer, "But this new method / of 'secret pitch’ which aims' di-' rectly at the buyer’s subcon¬ scious and bypasses his ability to resist or Judge could be very dangerous.” -r Dawson’s letter followed ad¬ vices from Doerfer that there are indications from trade press reports that "SP” may have been used on’tv but that the agency has little informa¬ tion about it Doerfer said a staff inquiry is iff progress to collect information and study the situation from a possible regulatory ^standpoint j i > > NBC’s ex-trade editor Bill Anderson got his new title in the program dept.—he’s now coordinator, program services, participating programs . . . Michael Ames, former public relations director of Emerson Radio & Phonograph and more recently'senior account supervisor at D.M.S. Hegarty Associates, joined Ursula Halloran Associates as exec v.p . . . WCBS’ Galen Drake helps kick off the Multiple Sclerosis Chest Ball for the Nassau County chapter Dec. 6 in Garden City ... Tex McCrary named treasurer for a testimonial dinner to be given by the National Jewish Hospital of Denver in honor of William Zeckendorf at the Waldorf- As¬ toria Dec. 5 . . . Paul Ford set for a featured role in CBS-TV’s "Junior Miss” spectacular on Dec. 21 from the Coast; show takes place during the Phil Silvers shooting hiatus . . . Ronald Dawson set for a role on “Frontiers of. Faith” Sunday U7) . . . Hubbell Robinson Jr., CBS-TV exec v.p. for programming, returned from his Coast trip last week to run into- a call for jury duty . . . Jerome Ross* original, "Please -Report Any Odd Characters,” set for "Studio One” Monday (18), while Shirl Hendrix has her “Murder Has a Deadline” original teleplay set for ‘Climax” Nov. 28, both via agent Blanche Gaines ... Harry Rasky, CBS public affairs producer, off to the Coast to film the Glenn Ford-starring "The Day Called X,” story of how the city of Portland evacuates when an A-Bomb falls . . . Martin Pollins, of NBC Spot Sales, and Oscar - Campbell, chief accountant of WRCA and WRCA-TV, tapped by Hank Shepard, newly appointed g.m. of NBC’s WJAS, Pittsburgh, to become sales manager and business manager, respectively, of the Pitt station . , . David Lowe signed to direct "Do You Trust Your Wife,” the ABC- TV daytimer, replacing A1 Burton . . . Art Fleming signed to do the commercials for Norelco on "Walter Winchell File” and “$64,000 Ques¬ tion” . . . Mike Baker signed for six radio spots for tlje U.S. Army re¬ cruiting campaign. John Wingate has recorded a number of interviews with celebrities on his WOR "Controversy” show, which will be released by S&S Rec¬ ord Album next month under the "Controversy” title ... Tedi Thur¬ man, the weather forecaster on NBC-TV’s Jack Paar "Tonight,” ap¬ peared on a closed circuit tv morale-building Show Monday (10), beam¬ ed to Air Force training camps around, the country . ; . Elsa Maxwell visited WOR-TV’s "It’s Fun to Travel” Sunday (10) . . . Richard Heffner’s "The Open Mind” Sunday (17) on WRCA-TV dis¬ cusses “Psychiatry and the Open Mind,” with violinist Isaac Stem and Columbia U. literature prof Lionel Trilling as guests . . . Sid Garfield, CBS Radio exploitation chief, to the Coast to set up promotion on "Christmas Sing With Bing” and "Christmas Carol” . . . Betty Drost set to star in Equity Library Theatre’s production of Horton Foote’s "Trip to Bountiful” next Wednesday (20) . . . Robert Goodier, appearing off- Broadway in ”Mary Stuart,” finished filming a "Decoy” stanza for Offi¬ cial Films and is set for a featured role in "Suspicion” Monday (18) .. . WRCA-TV accepting applications for its general talent auditions again . . . Albert Dekker, who played the lead in the national company of “Death of a Salesman,” has accepted, a bid from England’s Grahada-TV to do the role there on Nov. 27. He’s the second American star to ap¬ pear in a Granada dramatic show; Eli Wallach leaves this week to do "Counsellor-at-Law” . . . Peter Ustinov guest-panels on "What’s My Line” Nov. 24 . . . William Bush Baer, dean of New York U’s college of arts & science, celebrates his fifth anni on WCBS-TV’s "Our Goodly Heritage” Sunday (17) . . . Monroe Falitz, former salesman for WLIB, joined the WRCA sales staff . . . Larry Homer set to appear Sunday (17) on Hallmark’s production of "On Borrowed Time.” . . . Gay Pauley, women’s editor of United Press, has been inked by Mutual for a daily" five-minute women’s show. WQXR sales veep Norman S. McGee and wife back from a five-week. biz-pleasure trip to the Coast . . . Dr. Sydney Roslow, Pulse Inc. chief¬ tain, is off to Europe (London, Paris Rorqe) for fotrnight . . . Saks 34th SL is devoting one of its windows to Ethel Thorsen*s WPIX fashion-in¬ terview telestanza. Erin O’Brien to guest on the Friday (22) Frank Sinatra ABC-TV show . . . Walter Slexak, conductor Dimitri Mitropoulos, music cric Sigmund Spaeth, George London, Jean Madeira, Mary Curtii-Verna will join reg¬ ulars Clifton Fadimam and Boris Golcjpvsky on' intermission features of ABN’s first Metopera radiocast of the season Saturday. (30) . . . Thesp Edmund Johnston, last in the theatrical version of "No Time for Ser¬ geants,” moving permanently to Hollywood, following the current N.X*- to-Hollywood trend among Broadway actors . . . ABN prexy Robert Eastman is slated to join ABC-TV topper Oliver Treys In joint radio¬ tv presentations before the Public Relations Society of America con¬ clave in Philly Monday (18) . . . Jock' Sid Torin broadcasts his "Sym¬ phony Sid Show” from midnight to 3 a.m. over WEVD; as of early this morning (Wed.) . . . Claude Dauphin was last nighfa (Tues.) WABD "Night Beat” guest; tonight it’s Vincent Lopes, tomorrow Dorothy Sar- noff, and Friday, Boris Morros IJV HOLLYWOOD ... Bill Harpell, has chucked his job as CBS-TV staff newscaster-an¬ nouncer to get back into radio as part owner of KXLE, Ellensburg, Wash., and applicant for 75% interest in a new radio outlet in Belling¬ ham, Wash. He’ll continue his newscasting, rotating between L. A. and Seattle . . , There’s an hour classical music program, on the agenda of Henry Jaffe Enterprises for next season, patterned after "Telephone Hour” and with Dr. Frank Baxter as narrator-host . . . John Face re¬ placed John Hansen as manager of KABC. He’ll also be managing direc¬ tor pf ABC’s radio affiliate in Frisco, KGO. Pace comes from the mid¬ west as executive with Public Radio Corp .. . George' Gobel will hit the road for Whirlpool when hfs show, is preempted for a spec Nov. 26 .. . June Foray, all of five feet tall, went through her 18th tv commercial this year. Her voice is dubbed in both tv shows and theatrical pictures . • . Harry Rasky down from Portland where he completed filming of "The Day Called X,” a civil defense program to be aired over CBS-TV Dec. 8. As producer-director-cowriter, he has been with the show since last July and is. here to talk with Glenn Ford, who’ll be the narrator ... Albert McCIeery, executive producer of NBC-TV’s "Matinee Theatre,” takes the colorcast strip into its third year with a new policy of top names for every show. flV CHICAGO ... Whitey Berquist, music conductor of "National Farm and Home Hour” and with NBC in Chi for 29 years, pulling stakes for Hollywood, Fla. at month’s end ... Stan Dale, WJJD deejay, has signed pact with WAIT for five air hours daily starting Nov. 25 . . . Irving White, who did the motivational research for RCA Victor, now organizing’MR dept, for Pa¬ per-Mate Co. here ... Bob Elson now interviewing "in depth” at WBKB in his regular sports show slot . . . A1 Field, manager of special broad¬ cast services for WGN Inc,, doing five-minute show for the outdoors- man on WGN six days weekly . . . John Ertmann, ex*WBBM-TV direct¬ or, signed by Fred Niles Productions as asst, director . . . Ron Terry back on tv as announcer and co-emcee on WGN-TV’s "Polka Party” . . . Singer Carol Coleman added to WBBM*s stable for the 3-3:15 pan; strip .. - WMAQ’s Jim Mill* to be co-emcee of Chicago Sun-Times Harvest Moon Festival Nov. 23 ... Bernard F. Corson Jr., whose broadcast back¬ ground spans four midwest stations, joined WLS this month as asst. • *= - -'“(Continued on page 48) • y * • '