1958 - oclc
TRANSCRIPT
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Vol. XIII , No. 17 9 1958
NEW ADVERTISING MEDIUM BASED ON "INTERURBIA" CONCEPT ANNOUNCED
BY LEONARD S. DAVIDOW, PUBLISHER OF 4hmtx\l£elkt(n C l i l C A G O
April 28, 1958
A new magazine for newspapers serving upper-income suburban markets, a colorgravure supplement entitled "Suburbia," will be published by Leonard S. Davidow, president and publisher of FAMILY WEEKLY magazine, beginning in January, 1959. Mr. Davidow stated that the idea for this unique mass-circulation medium for a class merchandise market "can be attributed greatly to Thompson's 'Interurbia' study." He said that talks with Thompson members had substantiated his feelings that the "suburbs are exploding with growth."
"Suburbia" was announced by Mr. Davidow at a breakfast for national advertisers and agencies in the Waldorf-Astoria Hotel last Thursday. The new magazine will be circulated in selected dailies and, in some cases, weekly newspapers in areas that are primarily high-income residential suburbs of major metropolitan cities. It also will be available to some papers in other areas whose income and living habits indicate that the papers serve households similar in characteristics to the metropolitan market high-income suburbs.
Editorial content and advertising content will be geared to families whose expendable incomes are in the upper 10$ of the nation's economy. "A mode of living" will be as much a criterion for establishing the tone of the magazine as the reader's income.
Mr. Davidow stated that advertising will be sold separately and in combination with FAMILY WEEKLY. A minimum of one million guaranteed circulation will be offered advertisers, representing newspapers that are in the home communities serving the upper-income families.
Reception of the first colorgravure supplement ever offered to qualified suburban dailies and weeklies on a national basis, was "even more enthusiastic than we anticipated, and we were plenty optimistic," said Mr. Davidow. Advertising executives who have heard unofficially of the "Suburbia" project see it as a medium to reach the "cream markets" with a minimum of waste budgeting and a maximum of high-income readership.
"Our primary aim," the FAMILY WEEKLY publisher emphasized, "is to put together an irresistible package of the leading papers in the leading suburban markets."
KODAK CAMERA CARNIVAL IS THEME OF SPRING CAMPAIGN IN NEWSPAPERS, MAGAZINES AND TV
New York... The Kodak Camera Carnival — symbol of the 1958 springtime advertising for Eastman Kodak — is currently being promoted in newspapers, magazines and on TV across the country. It also is featured in the Kodak Colorama in Grand Central Station.
The campaign first caused quite a sensation at the Trade Fair in Chicago, where dealers gave their overwhelming approval of the promotion. They immediately tied in with the national advertising with large store-window displays and local newspaper advertisements.
This four-color advertisement appeared in the April 7 LIFE, April 19 POST and will run in the kTril 29 LOOK.
Television has played a major pa r t i n the spring promotion t h i s year . Around 80% of TV se t owners every month — coast to coast — are being reached through Eastman Kodak's sponsorship of "The Ed Sullivan ShoV "The Adventures of Ozzie and Harr ie t" and "Beat the Clock." For the f i r s t t ime, TV s t a r s are an i n t eg ra l p a r t of the commercials, using t h e i r persuasive personalities to demons t r a t e the th ree - r ings - fu l l of camera va lues .
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How seasonings are served by glass-the wonder material of packaging
A "Guide to Livelier Cooking" is main feature of Owens-Illinois advertisement
New York... .Herbs and s p i c e s have been chosen by O w e n s - I l l i n o i s Glass Company to i l l u s t r a t e ano ther impor tan t a r ea f o r g l a s s packaging.
Seasonings t h a t have l o s t t h e i r z e s t do no th ing t o enhance o n e ' s cooking. This f a c t i s s t r e s s e d w i t h i n the t e x t of t h e adv e r t i s e m e n t above — a c o l o r f u l c h a r t of 35 i n d i v i d u a l s p i c e s — appear ing i n t h e May WHAT'S NEW IN HOME ECONOMICS.
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MUSTARD. Prized hy Hippocrates as a medicine, the mustard seed today has more versatile uses. Whole, it Rives zing to salads, pitklis and .nets. Ground, it sparks sauces, meats and gravies. Prepared — where would the h.it dug and ham be without it!
Each spice is accurately and beautifully illustrated in four-color. And each is vividly captioned with interesting and informative facts as to nature, origin, historical background, uses and flavor.
Editorial material, prepared by Thompson, will appear on the back of the
spice chart and is tied in with the advertisement. It is aptly entitled, "How the Course of History was Changed by Spices."
Aa UaSCUtUtn leads the way with the shorter Cotton Topcoat
Aquascutum's leadership emphasized in spring advertisement
New York... Aquascutum, the British firm that has introduced many influential coat styles, including the trench coat in I9I4, tiie cotton raincoat in the 1930's and the Everest Wyncol coat in 1957, is now launching another "first" in menswear — the cotton topcoat in a shorter length. Available in several colors, this topcoat possesses all the fine tailoring details of the wool topcoat.
The advertisement (above), using a bleed page and little text, appeared in the April ESQUIRE and April 19 NEW YORKER. The leadership story is told primarily through the large-space illustration.
Works of two illustrators on exhibit in N Y O Art Department this week
The picture (left) was done by transportation illustrator, Mike Mikos, who studied at the Chicago Academy of Fine Arts and the Art Center School in California. In March he became a member of the Society of Illustrators in New York.
The still life (right) is I the work of Hector Garrido, an Argentine illustrator who obtained First Prize in the 1955 Art Directors Show for Poster-Panels and Magazine Art. Now a U.S. resident* he formerly worked for the most prominent advertising firms in Buenos Aires.
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NEW DISHES USING KRAFT SALAD DRESSINGS PICTURED IN SUMMER ADVERTISEMENTS
Chicago... Glamorous new dishes are being introduced in the summer advertising and merchandising promotion for Kraft's array of salad dressing products. Each of the three four-color spreads to run in May, June and July shows the entire line with emphasis on the new uses for one classification of it.
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Liquid dressings for cookou ts
The second spread shows how the six liquid dressings add exotic touches to meat dishes for cookouts, as well as salads; chicken basted with Kraft Italian, hamburger with Casino, Kabobs with Miracle French, spare ribs marinated in Catalina and Kraft's new Oil & Vinegar for tossed green salad.
its AID...andso easy...to create your own dressings with Kraft Mayonnat ise I
Miracle Whip in Parfait Salads
The first spread features Miracle Whip in "the most glamorous salads you ever served." These are "Parfait Salads with the dressing built right in." The recipes include such unusual molded salads as crabmeat cocktail, mustard mold, coleslaw and blue cheese. Mixed right into the gelatin and other ingredients is Miracle Whip, which, of course, gives a special lively flavor you don't get in any other dressing.
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Jiffy dressings to m a k e
Highlight of the third spread (art rough shown left) is the blending story currently being featured in all Kraft Mayonnaise advertising. Five colorful juices pouring into five bowls of mayonnaise make a striking illustration for the headline: "It's fun - and so easy - to create your own dressings with Kraft Mayonnaise."
Advertisements in na t i ona l magazines
All three spreads will run in BETTER HOMES & GARDENS and SUNSET. The Miracle Whip advertisement will appear also as a spread in the May issues of AMERICAN HOME, GOOD HOUSEKEEPING; the June issue of MODERN ROMANCES and TRUE STORY; and as a page in newspaper supplements in May. Kraft's liquid line also will be advertised in the spread version in GOOD HOUSEKEEPING, and in the single-page version in McCALL'S, LADIES' HOME JOURNAL and SUNSET.
Still on the beam
HOWARD SPOKES - N e w York
He has a nose for high ratings
Assistant Group Head for the Ford account in the NYO Television Department, Howard Spokes set his sights on an advertising-broadcasting career early.
Radio training started with his high school work in his home town of Freeport, Long Island. It took a world-wide disturbance to effect the only digression in Howard's plans for his career. Two years in the Air Corps helped him to sharpen his sights and learn through study of the giant radial engines that it was possible to go around in circles and still get somewhere.
At Syracuse University Howard got right back on his career beam with a psychology-radio major. Classroom theories were given practical testing the same afternoon when he broadcast his own sports interview show over WA.ER, Syracuse.
Both theory and practical knowledge were put to use the week after Howard returned to metropolitan New York, with an
A.B. degree dated June, 191*9. His first job — still on the beam — radio-TV research for N.W. Ayer. From Ayer and research in 1951. it was just one natural giant step to time buying for Cunningham and Walsh. Among his most interesting jobs was that of head time buyer for the Liggett & Meyers account, handling the broadcast introduction of the tobacco firm's new L9M cigarette.
Since July, 1956, Howard has been putting his thorough grounding in commercial broadcasting to good use as strong right arm to Robert Buchanan on Ford radio and television properties.
His talent for being associated with success-rated stories still holds good. Since working on the Ford account, Howard's work has involved him in "The Ford Show" with Ernie Ford, "Zane Grey Theatre," and "The Lucille Ball-Desi Arnaz Show." No one in New York, Hollywood, or Detroit who is concerned with Ford television and radio ever finds himself at a loss for assistance. No matter what the problem, one can always call "Howie" and get the kind of action necessary to resolve a situation.
In non-office hours, calls for help emanate in Massapequa Park, Long Island, from Irene, Howard's wife, and their two daughters, Jane, 5>, and Patti, 2. These calls are generally heard by Howard while he is busy restoring antiques or converting cranberry scoops into lamps. Howard is an antique buff who will travel miles to get an authentic bit of wood. His only requirement — that it must not be usable in its present condition or form.
PEOPLE Visitor to NYO: JOHN CHISWELL (Santiago) begins a two-week visit today. HARRY LEE (SF) will address the International Management Association seminar in San Francisco on April 30. His topic: "Organizing for Overseas Advertising and Public Relations." ARNO H. JOHNSON (NY) will address the National Association of Lithographers in Phoenix today. JUSTIN KIMBALL (NY) in Chicago today as an honored guest at the presentation of the first annual Justin Ford Kimball award. Mr. Kimball's father, who was Executive Vice President of Baylor University, was founder of the Blue Cross movement which originated at the Baylor University Hospital. The Blue Cross award presented today is in his honor. A book designed and printed by ANDREW ROBERTS (NY), as a project in
the Graphics Department of Yale's School of Architecture and Design, was chosen as one of the Fifty Books of 1957 by the AIGA. The books in the exhibit may be seen at the New York Public Library until the middle of May. A novel collection of paintings on the theme. "Three Wise Monkeys in Reverse," is currently on exhibit at'the Madison Ave. and -46th St. branch of the Irving Trust Co. They will be auctioned later for the benefit of the Manhattan Eye, Ear and Throat Hospital. All Company members please note: When visiting NYO, notify Miss Patricia Fideler, 12th floor, Square, prior to your arrival. NYO members: Deadline for next Classified is April 29.. All Thompson members: Entries for the first Amateur Art Exhibition must be received by Dione Guffey (NY) on or before May 9.
TV schedule of programs sponsored by Thompson clients
for the week of April 27th
April 30th FATHER KNOWS BEST — 8:30-9:00 Channel 1*
Lever Brothers - major Scott Paper - minor
"The Weaker Sex." Betty finds herself without a date for a weekend field trip planned by her geology class. Another girl, also dateless, uses feminine strategy to persuade Bud to accompany her on the trip. Betty decides to snare a date for herself by using the girl's tactics.
April 30th OZZIE & HARRIET — 9:00-9*30 Channel 7
Eastman Kodak
"The Reading Room." Ozzie complains to Harriet that reading has become a lost art. So Harriet decides that she and the boys should follow Ozzie's suggestions about reading.
April 30th * KRAFT T-ELEVISION THEATRE — 9:00-10:00 Channel U
Kraft Foods Division
"Fifty Grand," an adaptation of Ernest Hemingway's prize-fighting story, stars Ralph Meeker. Jack Brennan, champion prize fighter, lives in a world of big money, bright lights, trainers and publicity agents. He is scheduled to defend his title again, and decides to make a bet — against himself. By throwing the fight, he expects to win enough to retire permanently from the ring.
ZORRO — 8:00-8:30 Channel 7 Seven-Up - minor
May 1st
"Zorro Lights A Fuse." Zorro learns that a group of conspirators plan to overthrow the government. He decides to expose them.
May 1st THE REAL McCOYS — 8*30-9:00 Channel 1
Sylvania
"The Life of the Party." Luke and Kate begin seeing a great deal of their young neighbors and Grandpa McCoy insists on tagging along. He learns that the younger generation has some new ideas about entertainment.
May 1st THE FORD SHOW — 9:30-10:00 Channel k
Ford Division
Ernie's show originates from New York tonight. In a sketch, Ernie describes his first day in the big city.
May 1st THE LUX SHOW — 10:00-10:30 Channel 1*
Lever Brothers
Comedian George Gobel is Rosemary's guest.
May 2nd LIFE OF RILEY — 8:30-9:00 Channel 1*
Lever Brothers - Thompson not agency of record
"Dudley Comes to Town." Riley's old friend Dudley comes to visit, and talks Riley and Gillis into going into business with him. The boys soon find things aren't as easy as Dudley had promised.
May 2nd ZANE GREY THEATRE — 8:30-9:00 Channel 2
Ford Division - minor
Thomas Mitchell and June Lockhart in "A Handful of Ashes." A man who was once a fast gun has become a drunkard. Knowing that his friends are skeptical of his professed speed and accuracy with a gun, the old man tries to prove his skill when a desperado rides into town.
May 2nd SCHLITZ PLAYHOUSE — 9:30-10:00 Channel 1*
Schlitz Brewing Company
Vera Miles stars in "Penny Wise." Newlyweds Penny and Jonathan Wilson take a train to New England, where Penny will meet her new in-laws for the first time. The Wilsons are a prominent New England family, and Penny wonders if she will be accepted.
May 3rd HAVE GUN - WILL TRAVEL — 9:30-10:00 Channel 2
Lever Brothers - major
Starring Richard Boone. A music hall entertainer inherits half interest in a silver mine from an old man she befriends. The partner almost robs her of her inheritance and reputation before Paladin is able to get justice for the girl.
May 3rd THE TURNING POINT — 900-10:00 Channel 1*
Scott Paper - major
May l*th MEET THE FRESS — 6:00-6:30 Channel l*
Pan .American - major
Guest not confirmed at time of printing.
May l*th ED SULLIVAN SHOW — 8:00-9:00 Channel 2
Eastman Kodak - major
Ed Sullivan's guests will be: Everly Brothers, Lillian Roth, Denise Darcel, Wayne fit Shuster (comedy team), Carol Haney & Peter Gennaro, Helen Gallagher, Gaston Palmer (juggler), Kims (acrobats), and Clementis (bicycle act).
TV program schedule for the week of April 27th
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
SUNDAY
Garry Moore The Price Is Right Tic-Tac-Dough House Party The Verdict Is Yours The Verdict Is Yours Modern Romances Jack Paar Show
Treasure Hunt The Price Is Right Tic-Tac-Dough It Could Be You Comedy Time
Today As The World Turns Beat The Clock House Party The Edge of Night Father Knows Best Father Knows Best Ozzie & Harriet Kraft TV Theatre
Zorro The Real McCoys The Ford Show The Lux Show Jack Paar Show
Garry Moore Garry Moore Arthur Godfrey Beat The Clock House Party Life of Riley Zane Grey Theatre Schlitz Playhouse
Have Gun — Will Travel The Turning Point
Omnibus Meet The Press Ed Sullivan Show
# Lever Brothers o Chesebrough-Pond's o Church & Dwight Standard Brands
o Atlantis Sales * Standard Brands o Brillo Mfg. Company Pharma-Craft
•* Chesebrough-Pond's * Chesebrough-Pond's o Standard Brands Brillo Mfg. Company
•a Chesebrough-Pond's
Pharma-Craft * Atlantis Sales # Atlantis Sales Lever Brothers
-* Atlantis Sales -* Lever Brothers o Scott Paper Eastman Kodak Kraft Foods Division
o Seven-up Sylvania
* Ford Division •* Lever Brothers
Pharma-Craft
* Libby, McNeill & Libby # Lever Brothers # Libby, McNeill & Libby o Atlantis Sales Lever Brothers
# Lever Brothers * Ford Division
Schlitz Brewing Company
* Lever Brothers * Scott Paper Company
* Aluminium Ltd. * Pan American * Eastman Kodak
10:15-10:30 11:15-11:30 12:15-12:30 2:1*5-3:00 3:1*5-1*: 00 3:1*5-1*:00
ki 1*5-5:00 12:00-12:30
10:1*5-11:00 11:15-11:30
12:00-12:15 12:1*5-1:00
5:00-5:15
8:30-8:1*5 1:1*5-2:00 2:00-2:15 2:30-2:1*5 l*:l*5-5:00 8:30-9:00 8:30-9:00 9:00-9:30 9:00-10:00
8:00-8:30 8:30-9:00 9:30-10:00
10:00-10:30 12:00-12:30
10:00-10:15 10:1*5-11:00 11:15-11:30 2:15-2:30 2:30-2:1*5 8:30-9:00 8:30-9:00 9:30-10:00
9:30-10:00 9:30-10:00
1*: 00-5:30 6:00-6:30 8:00-9:00
2 1* 1* 2 2 2 1* k
k k k k k
k 2 2 2 2 k k 7 1*
7 7 1* k k
2 2 2 2 2 k 2 k
2 k
k k 2
* Major sponsor o Minor sponsor #Thompson not agency of record