Weekly television digest (Jan-Dec 1960)

VOr.. 16: No. 49 13 Advertising ‘Polarized’ Animation: A cost breakthrough for anima tion was promised in N.Y. last week. The current top prices ($10,000-per-min.) which make animation one of the most expensive TV commercial forms may be reduced by a “polarized light” process from the new firm of Technamation Films. The company is a joint venture of Martin H. Poll, pres, of Gold Medal Studios (one of the largest rental facilities outside of Hollywood), and Stanley Schwartz, pres, of Technical Animations Inc. (which has so far specialized in animation for displays, exhibits, etc.). As applied to TV commercials, the Technamation process can “produce animated commercials at about onethird the costs of normal animation,” Technamation films vp Robert Jacobs stated at a Nov. 29 press demonstration. So far, the process has been used for a series of animated TV spot announcements in N.Y. for the recent Electra City exhibition, and in experimental commercials for Goodyear, Socony and Vick Chemical. Technamation’s idea is actually a new twist to an old scientific principle. To prepare an animated drawing (such as the insides of a watch, or the effects of a nasal spray in clearing a stuffed-up sinus), a single “master cell” drawing is prepared. Those portions of the drawing to be animated are then backed with carefully-cut pieces of acrylic plastic that have the ability to “polarize” light (i.e., permit light to go through in only one direction). Beneath the doctoredup cell is a revolving wheel of polarizing material, and beneath that a light source. When the wheel turns, the start-&-stop polarity changes create differing illusions of motion in the “cell” for the regular film camera which is then photographing the “animation.” By using different types of acrylic plastic pieces, several different “speeds” and directions of animation can be contrived in portions of the same master drawing. The new company, according to Pres. Poll, is also planning to invade the TV entertainment film realm. Due for Dec. 15 release is Technamation’s first 10-min. theatrical film short, “The Wonderful World of Willie Doolittle.” If it is successful, a low-priced TV cartoon series will be developed along similar lines for the syndication mai-ket. Farewell to Bert & Harry: The popular (with viewers) TV commercial brother act of “Bert & Harry Piel” is no more. The production contract between Goulding-ElliottGraham Productions and Piel Bros, was not renewed Nov. 28. The decision marks the end of a 4-year saga of humorous commercials which had much to do with spurring other advertisers & agencies into soft-sell TV commercial messages. Reasons for the move are difficult to assess since Young & Rubicam isn’t talking. The agency has a hefty public relations problem on its hands, Bert & Harry having won wide public acclaim. It’s said, however, that Y&R has been trying to talk Piel Bros, out of using the animated characters for about a year. Piel Bros, wouldn’t hear of it — until this past summer when beer sales started slipping. U.S. Station Rate Increases Stations Base Hour Minute Date WLWT Cincinnati $1500 to $1600 $360 (no change) Nov. 1 WICU-TV Erie 700 to 1000 160 to 180 Nov. 1 KBTV Denver 800 to 1000 266 to 300 Nov. 1 KRGV-TV Weslaco, Tex. 300 lo 350 60 to 66 Dec. 1 KCSJ-TV Pueblo. Colo. .. 250 to 300 60 to 65 i KNOX-TV Grand Forks 200 to 210 40 to 42.50 Dec. 1 KVIQ-TV Eureka, Cal. .. 200 (no change) 35 to 50 Dec. 1 More emphasis on qualitative factors of TV audience research — is the promise of 2 research concerns, ARB and Pulse Inc. Starting with its November National Report, and continuing every other month, ARB will add new audience data analyzing “the entire viewing family structure with regard to education, income, age, heads of household and housewives per age group, and viewers per set.” Additionally ARB will supply information on some specialized factors such as the percentage of homes in a show’s audience with household pets, 2 cars, or a washing machine. Audience profile data (coffee & tea drinking, cigaret smoking, auto ownership, etc.) will also be provided by Pulse Inc., in a new series of quarterly reports covering network TV programming. The first Pulse study will cover November programming, with 1961 studies planned for Feb., May and Aug. Reports will be issued “within 2 months after the field work is completed,” stated Pulse. Admen are hep to tricks of their trade and aren’t taken in by advertising claims that might mislead others, FTC has decided, dismissing 1957 charges against McGraw-Hill Publishing Co. & McGraw-Hill International Corp. In a deceptive-promotion case involving Electrical Merchandising and The American Automobile, FTC agreed with trial examiner John B. Poindexter: “When each & all of respondents’ advertising pieces complained of as being false & deceptive are considered, especially in view of the limited, sophisticated and experienced audience to whom they were directed & exposed, it cannot be said, under a reasonable & fair interpretation of the evidence, that respondents’ advertising is false & deceptive as alleged.” McGraw-Hill had been accused of misrepresenting readership surveys in claiming that the 2 trade papers surpassed competitors in advertising impact. Madison Ave.’s “image” not only is slipping, “it looks as though [it’s] losing its pants,” FTC Comr. Sigurd Anderson told the Insurance Advertising Conference in Washington. Pointing to “Congressional & govt, disclosure” of advertising practices in the past 2 years, he deplored “this loss of prestige” in the industry. “Advertising is too great, too important and too necessary to become the target & butt of ridicule & derision,” Anderson said. He called on advertisers & agencies to “change this public conception of advertising that is calculated to sell at any cost.” And media can help by displaying “real courage,” Anderson added. As one example, he cited Grit magazine in Pa., which made refunds to all readers who fell for “an ad about small radios that turned out to be sour.” Ad People: Maurice H. Needham, founder & pres., Need ham, Louis & Brorby, advances to chmn., succeeded as pres, by Paul C. Harper Jr., promoted from exec, vp; James L. Isham named exec, vp for creative services; Richard H. Needham appointed exec, vp for administration . . . Eugene A. Raven, ex-United Air Lines, named vp, Erwin Wasey, Ruthrauff & Ryan. Richard B. Bradshaw, from Foote, Cone & Belding Chicago office, named managing dir. & chief exec, officer of Foote, Cone & Belding Canada Ltd., headquartering in Toronto; Pat Freeman, pres, of Canadian firm, also becomes chmn. of plans board . . . Marjorie S. Plants, Ruth Cerrone & Joan Chamberlain, Lennen & Newell copy supervisors appointed vps . . . Louis N. Brockway, Young & Rubicam dir., named consultant to National Educational TV & Radio Center, N.Y. ' Not reported.