Advertising Age

Entered as second-class matter Jan. 6, 1932, at the post office Chicago, Ill., under the act of March 3, 1879. Copyright, 1954, by Advertising Publications, Inc.

August 9, 1954

Volume 25 - Number 32

15 Cents a Copy « $3 a Year CHICAGO 11 * Published Weekly at 200 E. Illinois St. * DE. 7-1336 NEW YORK 17

801 Second Ave. * MU 6-8180

Radio-TV Network Licensing to Be Investigated by Senate Committee

Bricker Group to Ponder Relations of Chains with Sponsors, Stations, UHF

WASHINGTON, Aug. 5—The Sen- ate interstate commerce committee decided today to go ahead with a full-scale study of the need for legislation to put radio and tv net- works under federal control.

The initiative for the investiga- tion comes from Sen. John Brick- er (R., O.), chairman of the com- mittee, who has already intro- duced a bill (S. 3456) which would authorize the FCC to issue li- censes for networks.

There was no immediate indica- tion whether the investigation will

‘involve lengthy hearings, but the

broad scope of the effort was in- dicated by the fact that the com- mittee voted to hire two special experts to participate in the work.

The individuals are to be se- lected by the majority and minor- ity sides, and there have been re- ports that Sen. Bricker intends to designate former Federal Com- munications Commissioner Robert Jones as the majority representa- tive.

On the basis of today’s action, the study is likely to be an ex- haustive examination of the role that networks play in the opera- tion of the radio and television industry. There was a clear indi-

(Continued on Page 4)

John Blair Stations Hit the Spot with Call-Letter Jingles Both Sweet and Hot

New York, Aug. 5—Station identification time can be much more than a cut-and-dried fulfill- ment of the FCC requirements to let people know what station they’re tuned to.

Robert E. Eastman, v.p. of John Blair & Co., is convinced that properly handled these legal pauses can give a station a new memora- bility—an extra flair that makes it stand out above the competition.

To prove his point Mr. Eastman has an afternoon’s worth of tape demonstrating how two Blair-rep- resented stations—WWSW, Pitts- burgh, and WFBR, Baltimore—

have put showmanship to work to take the routine element out of their identification periods. The magic word is music. Singing call letters, tuneful program lead-ins, good morning jingles and sign-off songs.

s Several stations have used this technique to advantage at one time or another in the past—notably WTOP, Washington.

Looking for a way to give his sta- tion some new spark, Pete Schloss, general manager of WWSW, de- cided that musical identifications

(Continued on Page 70)

Probing the Off-List Revolution...

Discount House Boom Dissected by Weiss

New York, Aug. 4—E. B. Weiss, who writes “On the Merchandising Front” each week for ADVERTISING AGE, has been studying discount houses and the whole realm of off- list selling.

Starting in AA next week, Mr. Weiss, who is director of merchan- dising for Grey Advertising Agen- cy, will present his findings and his conclusions in a series of four provocative articles on “The Off- List Revolution in Retailing.”

The series is a _ penetrating, straight-talking discussion of the biggest single merchandising prob- lem of the postwar period. It re- views and analyzes the whole field of off-list selling, and puts the en- tire problem into realistic focus.

= “The merchandising world is alarmed about some 2,500 discount houses of the Masters and Korvette type,” Mr. Weiss says. “But the bald fact is that there are at least 250,000 outlets selling at variable discounts from list.

“The store-type of discount house is merely the facade of dis- count retailing. It is a completely deceptive facade because it actual- ly minimizes the truly enormous

scope of the structure for which it acts as a ‘front’—discount selling in its innumerable facets.

“It also obscures the fact that a substantial, not a tiny, part of retailing is right back where it started from years ago—right back to a two-price (and even a three- price and four-price) system of re- tailing.”

= “If every discount house,” says Mr. Weiss, “were eliminated over- night, its total disappearance would not cause more than a minute shrinkage in the total retail vol- ume done at discount from list, with the exception of a few cate- gories!

“It is high time, therefore, that manufacturers, wholesalers and retailers—all who are genuinely concerned with the toppling list price—take their eyes off the dis- count house and study the discount operation. There are billions and billions of dollars of difference be- tween the two!

“The purpose of this series is to put discount selling, as differenti- ated from the discount house, in its proper perspective—to delineate

(Continued on Page 55)


Four FTC Lawyers Get New Fulltime Job: Reading Ads

z bees : WASHINGTON, Aug. 5—In an all-

out effort to check up on compli- ance with its orders, agreements and rules, the Federal Trade Com- mission today gave four staff law- yers fulltime assignments reading newspaper and magazine ads and monitoring broadcast advertising.

The compliance task force is un- der instructions to keep a sharp eye on ads carrying the signatures of firms that have been before the commission on false advertising charges, but it will also be alert for false or misleading ads by firms with no past FTC history.

FTC has had a continuing sur- vey of advertising for more than 25 years, but until recently the work was carried out by seven un- skilled clerks. Robert Heller & Associates, management engineer- ing firm which recently studied FTC’s operations, said the clerks were not sufficiently productive. It suggested that the commission turn the spot check over to law-

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SILVER SHY—““How can I set a nice table with odds and ends of sil- ver?” asks the cartoon heroine of this 1847 Rogers Bros. ad, which will appear in Ladies’ Home Jour- nal in September, under the head- line, “Why Be Silver Shy?” Young & Rubicam is the agency.

Committee Okays Broad TV Sales | Promotion Setup n the spot check over to lav-

WasHINGTON, Aug. 5—A 10-man tive” in spotting ads that warrant committee representing the Na-| commission attention. tional Association of Radio and | Television Broadcasters and the # The Heller survey noted that in Television Advertising Bureau 1953, when nearly 700,000 ads were gave its approval today to a blue-| examined, the work of the seven print for an _ all-industry sales | clerks resulted in only 84 prelim- promotion agency which is ex- | inary inquiries and 55 formal in- pected to be in operation this fall. | vestigations. “Although the adver-

The new agency, designated as |tising survey serves the purpose of the Television Bureau of Advertis- | ‘the policeman on the beat’ in dis- ing Inc. (TvB), will be headquar-| couraging false and misleading ad- tered in New York, with instruc- | vertising,” Heller said, “the tangi- tions to promote all phases of tv—| ble results for the money expended local, regional, national-spot and | are small.” network. In addition to a board of| At the present time the task directors and chairman, it will have force has started out with lists of a fulltime president and a director orders, stipulations and agree-

(Continued on Page 71) (Continued on Page 8)

Last Minute News Flashes Thomas ]. Webb Coffee Names Meyerhoff

Cuicaco, Aug. 6—Continental Coffee Co., large institutional pro- ducer which recently purchased Thomas J. Webb Coffee, a local con- sumer brand, has appointed Arthur Meyerhoff & Co. to handle a news- paper, radio and ty campaign to be launched locally later this month, in an effort to reestablish the Webb brand as a leading seller in the Chicago market. Ivan Hill Advertising formerly handled the account.

Sanders Named Merchandising Head at Block Drug

JERSEY CiTy, Aug. 6—E. Lowell Sanders, formerly shaving division sales manager at Eversharp Inc., has joined Block Drug Co. as mer- chandising director, a new position. He will supervise merchandising and sales activities. David Harris continues as general sales manager.

Doyle Dane Bernbach Gets Factor Electrique Line

HOLLYwoop, Aug. 6—Max Factor Inc. has named Doyle Dane Bern- bach, New York and Los Angeles, to handle its new Electrique line of colognes and perfumes. The agency already handles Factor lipstick, Pan-Stik, Erace and the Signature men’s line.

Du Pont to Back TV ‘Football Forecast’ in 100 Markets

WILMINGTON, Aug. 5—E. I. du Pont de Nemours & Co. will present a 15-minute filmed “Football Forecast” in approximately 100 major tv markets this fall. Booked on a spot basis, the 10-week series will ad- vertise Zerone and Zerex anti-freeze. Batten, Barton, Durstine & Os- born is the agency.

(Additional News Flashes on Page 71)

\F'TC Lists Donations to Fashion Academy

New York, Aug. 5—Winners of Fashion Academy awards this year and last paid a total of $131,350 to |the academy or to a public rela- tions firm associated with it, ac- cording to documents admitted as evidence this week in the FTC in- vestigation of the academy.

FTC has accused Ann H. Hart- man, operator of the school for de- signers, and p.r. man Alexander H. Cohen with misrepresenting the award. The government contends they have used it as part of a scheme to “enrich themselves per- sonally” (AA, March 29).

The table on Page 67, prepared by ADVERTISING AGE from data contained in those documents, shows:

1. Of the 46 companies or prod- ucts listed by FTC as receiving the Fashion Academy award in ’53 and ’54, 20 were cited only in 1953, 12 only in 1954 and 14 in both years.

2. Last year the award holders paid a total of $49,300 to the Emil Alvin Hartman Foundation fund of the academy. They paid another $30,550 to the public relations firm of Alexander H. Cohen & As-

(Continued on Page 67)

Canadian Tea Council Names Spitzer, Mills

Toronto, Aug. 5—Spitzer & Mills, Toronto, has been named to direct an expanded campaign by the Tea Council of Canada.

Fourteen agencies were screened for the appointment. Barred from consideration were U. S. agencies, and Canadian shops with tea ac- counts also were ruled out. Thus, Leo Burnett Co., whose New York office directed the highly-effective campaign of the Tea Council of the U.S.A., was automatically eliminated from consideration.

“We would prefer not to dis- close the amount of our advertis- ing appropriation at this time but it is the largest amount ever al- located to increase the consump- tion of tea in Canada,” L. Aker- man, executive director of the Tea Council of Canada, told ApverTiIs- ING AGE.

He said that only Canadian- owned advertising agencies were allowed to submit presentations and to compete for the account because this will be exclusively a Canadian campaign.

The Tea Council of Canada was formed in June and replaces the Tea Bureau, which formerly oper- ated here. Although similar to the U. S. Tea Council, the Canadian organization is a separate body and deals with its own problems from a _ wholly-Canadian view- point.

Previously Baker Advertising Agency had the account. The ap- propriation last year was very limited,

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Washington Football...

Senate Rescues

Business Census Vetoed hy House

WasHINGTON, Aug. 4—The fate of proposals for censuses of busi- ness and manufactures covering 1954 rested with a House-Senate conference committee after the Senate voted today to restore the $8,430,000 appropriation which President Eisenhower requested to get the work under way.

Both houses of Congress passed legislation this spring authorizing 1954 censuses, but the House sub- sequently refused to provide funds to carry on the work. The Senate appropriations committee revived the project after government offi- cials warned that basic economic statistics cannot be gathered until 1959 if the censuses are passed over at this time.

The administration was reported to be going all-out to get approval of the census fund in the confer- ence, and the White House is said to have appealed to leaders of the House appropriations commit- tee to withhold further opposition to the project.

a At a press conference last week, Secretary of Commerce Sinclair Weeks volunteered the statement that he is doing everything in his power to get approval for the cen- sus work.

He noted that there has been “wonderment” about the position he has taken on census work in the past. “I want it to be clear,” he said, “that I have always been for the censuses and I am still for them. I am very hopeful that we will be successful in getting funds for the work.”

This is the second time this year

that the Senate has attempted to

the House refused to provide funds| for the regular 1954 census of ag- | riculture. When the Senate voted | to restore $14,009,000 to get this| census under way this October,

the House conferees permitted the | Senate to have its way.

w The censuses of manufactures | and mineral industries were pre-. viously taken covering 1947, and the census of business was taken for 1948. Under legislation adopted by the 80th Congress, all three cen- suses were to be taken at five- year intervals, beginning with reports covering 1953, but Con- gress refused to provide funds for | the 1953 studies.

During recent hearings by a subcommittee of the Joint Com- mittee on the Economic Report, government and private economists unanimously agreed that the busi- ness and manufacturing censuses are the single most important sta- tistical project carried on by the government. They pointed out that

the detailed economic censuses | provide benchmarks for measuring the accuracy of public and private barometers and indices.

the transaction should have no ef- | | fect on present broadcast and

Raymond Beck Joins Fleer

Raymond S. Beck Jr. has been |

named sales research manager of Frank H. Fleer Corp., Philadel- phia maker of Dubble Bubble and Choc’m chewing gum. Mr. Beck formerly was supervisor of con- sumer research for Atlantic Re- fining Co., Philadelphia.

Gloria Markoff to KGO-TV

Gloria Markoff, formerly with the promotion-program division of KLX, Oakland, has joined the pro- motion staff of KGO-TV, San Francisco.

American Tobacco Enters Tareyton in Filter-Tip Parade

New York, Aug. 3—American| Tobacco Co., the only major cig- | aret manufacturer not yet in the | race, will enter the competition for | the filter-tip smoking trade next week.

American Tobacco will bid for filter-tip business with a familiar brand name, Herbert Tareyton, starting Aug. 9 in the New Eng- land area. Other markets will be added until national distribution has been achieved. Like the old Tareyton, which the company will continue to make, the new filter-

tip cigaret will be king-size with | *

a cork tip. The brand will be priced competitively with other filters.

s Newspapers will be used in the | New England introductory cam- paign for the filter-tip cigaret which offers ‘complete smoking satisfaction.” M. H. Hackett Co. current agency for Tareyton, will | handle the drive.

kets where the new filter brand | is available, on the Robert Mont- | gomery show (NBC) and on “Pri- | vate Secretary” (NBC). Tareyton | now shares the commercials on the | alternate-week Montgomery dra-

ma with Lucky Strike and will | continue to do so.

Asked if this development means |

more or less expecting a king-size | Lucky Strike for months, will have to wait a while for that marketing story, an American Tobacco ex- ecutive answered: while.”

“A long, long.

‘Lone Ranger’ Brings | Record $3,000,000

Detroit, Aug. 4—In what describes as the biggest cash sale

for $3,000,000.

George W. Trendle, partner in| ithe tv film company, announced | |yesterday that all stock in Lone) Ranger Inc. has been sold to a group consisting of Jack Wrather ,and Mrs. Mazie Wrather, Los An- 'geles and Dallas oil operators, and John L. Loeb & Associates, New York.

Included in the assets of the property are 130 30-minute tv films, 52 additional films now in production and over 1,500 30-min- ute radio transcriptions. Also transferred were “Lone Ranger” comics strips, now running in 300 daily and Sunday newspapers, and comics books currently selling at the rate of 2,000,000 a month.

= Created by Mr. Trendle 22 years ago as a radio program on WXYZ, Detroit, the “Lone Ranger” also pioneered as a tv film series five years ago. At present, it appears in film form on both ABC and CBS; General Mills sponsors the show in 40 states, and American Bakeries Co. in 8 southeastern states. General Mills also sponsors the radio version on ABC. According to network sources,

sponsorship arrangements.

WTRI Names John D’Auitolo

WTRI, Albany television station, has appointed John D’Auitolo, formerly an account executive with O. L. Taylor Co., national sales manager.

Logan Names Waterman V.P.

Jack Waterman, for the past eight years an account executive with Dudley L. Logan Advertising, Los Angeles, has been named a v.p. of the agency.

<> eKoolan %


Cte Conair Some SS



KOOLFOAM AND KLOCKS—You’d be _mighty comfortable in this living room featuring Koolfoam cushion- ing, even though you’d never know This ad, from a new series for the Koolfoam divi- | sion of Dayton Rubber (by Nor- |man D. Waters & Associates, New York), will appear in House Beau- There will be tv cut-ins, in mar- tiful, House & Garden and Living

the right time.

for Young Homemakers.

Advertising Age, August 9, 1954

Epidermis Ads You Ever Saw...

Cellu-Craft Uses Unpackaged Model

considers one of the hottest adver- tising campaigns of the year:

featuring a partially clad woman.

The company, a designer, con- verter and color printer of flexible packaging materials, has created quite a stir with its b&w page ads.

Samuel Leeds, president of Cellu-Craft, denies a report that

that he will drop the series and substitute straight ads.

He said that Cellu-Craft’s ads in the August and September Modern Packaging will not feature the un- clad woman. Instead, the ads will

New Hyde Park. However, sumed in the October issue and

will be used as long as Cellu-Craft feels the ads are creating interest.

‘Special Census in Dallas Finds Sales Are Up Since 1948

| WASHINGTON, Aug. 5—Publica- that the industry, which has been |tion of preliminary figures on a | special Census Bureau study of the |Dallas metropolitan area showed this week how the sales volume of |the number of establishments in the minor subdivisions of a metro- ,politan area have changed since ‘the 1948 business census was tak- en.

According to the report, retail &... for the whole area in 1953 ‘were $998,626,000, up 42% from it 1948. The number of establish- ‘ments increased 20%. to date of any radio-tv property, registered a 37.8% growth in re- _Trendle-Campbell-Meurer Inc. has tail volume and a 17.1% growth eee ene itt cane Barier, S14,the “Lone Ranger” properties in number. ot establishment


The report gives figures for University Park, Highland Park, Cockrell Hill, Carrolton, Garland, Lancaster,

Mesquite, Seagoville, Grand Prairie and Irving.

The final report will include kind-of-business detail for cities and towns and data for a consid- erable number of shopping areas.

Gerald Kirby Opens Service

Gerald (Jerry) L. Kirby has resigned as an account executive to open Kirby 420 Boylston St., Boston. The company will offer demonstrations of food products to chain and independent

of WEEI, Boston,

Merchandising Service at


Dallas itself

# The company will tag the model with the title of Miss Cellu-Craft in the March issue and invite ad- mirers to meet her at the com- pany’s booth in Atlantic City when the American Management Assn.’s National Packaging Exposition is held there next April. Her costume will be as revealing as the law allows.

Mr. Leeds said, “I think the ads have been very good. They’ve cre- ated a terrific amount of comment in the trade, mostly favorable. Of course, there has been some small

monthly ads in Modern Packaging |

he is dissatisfied with the ads and

plug the company’s new plant in.

the | cheesecake approach will be re-|

in Series Promoting Package Service

FLusuHine, N. Y., Aug. 3—Cellu-| Craft Products Corp. has what it)

Nis rete te arama? oe

PEEK-A-BOO—With striped pants and

mask, Beth Miller poses in a cos-

tume ball scene in this ad for Cel- lu-Craft’s packaging service.

amount of criticism.”

Alan S. Cole, exec. v.p. of Mod- ern Packaging, said his publication has okayed each ad. “We didn’t want to appear in the role of cen- sor,” he said, “but we have insisted on approving each photo before the plates were made.”

In three or four instances. photos considered obectionable to the magazine were either killed

(Continued on Page 73)

That Peripatetic Man

NEw York, Aug.. 6—The “man from Schweppes,” London’s Cmdr. Edward Whitehead, and his adver-

It | tising agency, Hewitt, Ogilvy, Ben- ‘did $887,492,000 of the total retail volume for the metropolitan area and had 5,885 of the 7,190 estab-

U. S. advertising precedents.

Latest innovation—a_ fairly startling one—was accomplished quietly without any notice from the industry watch dogs: Schwep- pes has eased right past the broad- casters’ unwritten ban against hard liquor advertising and has several major radio stations talking about gin and tonic.

Several times in the past—most recently a few years ago when ABC Radio was playing footsie with Schenley—radio seemed on the verge of accepting hard liquor advertising as a means of getting additional revenue. However, no- body ever got around to challeng- ing the power of the congressional dry block or the WCTU lobby.

= That is, not until Hewitt, Ogil- vy and Cmdr. Whitehead got car-

ried away by their own Schwep- pervescence this spring. And oddly enough they broke down radio’s traditional resistance without the lure of new money. The advertis- ing is strictly for Schweppes qui- nine water; stations are not getting

© |any additional revenue from dis-

WILLIAM MORDWIN has joined Her- bert Peck, Donald B. Foresman and T. Mitchell Havemeyer as a part- ner in Hazard Advertising Co New York. With the agency since 1945, Mr. Mordwin previously was in the p.r. department of General

Motors Corp.



This is how the gin-and-tonic radio spot, which features Schwep- pes president, Cmdr. Whitehead—

through his many appearances in newspaper and magazine ads— goes:

“Good evening. I’m the man

America from London to make sure that every drop of Schiweppes quinine water bottled in this coun- | try has the original bitter-sweet| flavor that has long made it fa- mous from London to Singapore. Indeed, in every corner of the civ- ilized world Schweppes is known

son & Mather, are still shattering i

already familiar to the public)

from Schweppes

Cracks Radio Taboo with ‘Gin-and’ Ads

as the indispensable mixer for the authentic gin-and-tonic...a de- lightful drink which I am going to enjoy right now. Here goes the ice (clink). Now a jigger of gin (splash) and now in goes the Schweppes (fizz). That enticing

(Continued on Page 6)

UN Safe from Frost as National Sugar Drops Spectacular

New York, Aug. 4—National Sugar Refining Co. has dropped its plan to erect a huge Jack Frost sugar illuminated advertising sign atop its Long Island City plant, across the East River from United Nations headquarters.

Horace Havemeyer Jr., company president, said yesterday that Na- tional Sugar has abandoned pro- posed erection of the spectacular because “public reaction to any new sign on the East River has indicated a degree of general dis- approval.”

Instead, the company has de- cided to contribute $2,500 toward a study of how industry might help beautify the city’s industrial shore- line. Mr. Havemeyer placed no re- strictions on the offer outside of indicating that he feels such a study should be made by Colum- bia University, New York Univer- sity or similar institutions.

The company had received the approval of the New York board of standards and appeals last week to build the controversial sign,

from Schweppes, Cmdr. Edward! over the objections of U. N. legal Whitehead, and I came over to)

consultant Ernest A. Gross and Parks Commissioner Robert Moses. Later last week, the Citizens Un- ion, a non-profit, non-political group of 3,000 civic-minded per- sons, served legal notice that it would ask the Manhattan supreme court Aug. 16 to direct the board to rescind its approval of the sign.


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Advertising Age, August 9, 1954

Canada’s 88 Ad Agencies Billed 18% More in ‘53

Ottawa, Aug. 5—Canada’s 8? advertising agencies last year had billings and fees totaling $144,- 339,308—an 18% increase from 1952.

The current report by the Do- minion Bureau of Statistics also shows that the number of agencies with billings of $5,000,000 or more increased by two since the pre- vious year. These seven biggest shops placed $68,836,807—or 48% —of the total. Last year the “big five” placed 39%. Thus, the larg- est agencies are getting a larger share of the business.

The number of employes of Canadian agencies increased to 2,880 from the 2,698 of 1952. Their salaries amounted to $13,630,975— 60.3% of the agencies’ gross in- come. In the previous year the ratio was 63.2%, with salaries to- taling $11,482,910.

s A breakdown of agency income shows that $142,957,916 came from commissionable billings. Market surveys and other research charges contributed $345,178 and other fees brought in $1,036,154.

Gross revenue last year totaled $22,591,718, or 15.7% of total bill- ings. Net revenue before deduc- tions for income tax came to $2,- 959,389—13.1% of the gross rev- enue.

The report shows that gross revenue increased 18.5% (from $19,060,261 in 1952) and that net revenue grew, but to a lesser ex- tent. The net increased 16.7% from $2,535,195. The 1952 net rev- enue