Colgate-Palmolive' $1 -Billion Threshold

Home , Ajax (cleaning product), Cold Power, The Colgate Comedy Hour

NOVEMBER 7, 1966; FIFTYCENTS relevisionAge rf u xw xox x( rt zor IMEMEMINIMIMMI.111111.111=11111r NOV 14 1966 Li' On the Colgate-Palmolive' $1 -billion threshold

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OGINAL STATION REPRESENTATIVE

VDT CHICAGO ATLANTA BOSTON OA -AS DETROIT LOS ANGELES DE'HIA SAN FRANCISCO ST LOUIS

Courtesy of The Coca-Cola Company A_ Milwaukeeans have been losingalot of sleep 4

...over our movie programming!

When you've got the finest collection of post -'60 releases intown, it's easy to get people to sit up and pay attention. In all, we've gotmore than 1.150 films... many of them in color. This excellent variety enables us to tailorour films to time periods better than any other Mil- waukee television station. Our movie programming doesn't "thin out"between rating periods. No wonder our "Saturday Night Theatre" has been keepingmore Milwaukee viewers awake than all other television programs at that time.' No wonderso many advertisers buy movies on WTMJ-TV. Shouldn't you? 10.15 p.m. - 12:30 a.m.. Sat.: A. C. Nielsen Co.. Oct. Nov., 1965. Jan.. Feb. & June. 1966: American Research Bureau. June. Oct.. Nov.. 1965. Jan. & Mar., 1966. MILWAUKEE RESPONDS TO COLORFUL

THE MILWAUKEE JOURNAL STATION NBC in Milwaukee miLNAUREE PESO RESPONDS TO PORE RAT,

Represented by: HARRINGTON. RIGHTER & PARSONS - New York Chicago San Francisco Atlanta Boston St. Louis Los Angeles Guy Lombardo live from New York's Waldorf-Astoria! Last year's historic first live syndication of this New Year's Eve special was so big, so successful, that this year 50 stations have already booked him-and it's only the beginning of November. So don't get caught without this New Year's Eve date. Make your reservations now. This Guy knows how to start a NewYear right.

Resets ations already accepted from: KGGM-TV. Albuquerque WHIO-TV. Dayton WKOW-TV. Madison WHEC-TV. Rochester KGNC-TV, Amarillo WAND -TV. Decatur WTVJ-TV. Miami WLOS-TV. Asheville WREX-TV, Rockford KBTV. Denver WTMJ-TV, Milwaukee WBOC-TV. Salisbury KHFI-TV. Austin WOI-TV, Des Moines/ AmesWCCO-TV. Minneapolis WABI-TV, Bangor KUTV, Salt Lake City W JBK-TV. Detroit WQAD-TV. Moline KGO-TV. San Francisco WNBF-TV, Binghamton KTHI-TV. Fargo WNHC-TV, New Haven WNAC-TV. Boston WDAU-TV, Scranton WANE -TV. Fort Wayne WABC-TV. New York WSJV-TV, South Bend WKBW-TV. Buffalo WHP-TV. Harrisburg WIRL-TV, Peoria KCRG-TV. Cedar Rapids KMOX-TV. St. Louis WISH -TV, Indianapolis WFIL-TV. Philadelphia WIBW-TV, Topeka WBFIM-TV. Chicago WKZO-TV. Kalamazoo/ WMTW-TV. Portland K RI)O-TV. Colorado Springs KVOA-TV. Tucson Grand Rapids WAGM-TV, Presque IsleWMAL-TV. Washington,D.C. \X INN -TV. Columbus WLYH-TV. Lebanon WLVA-TV, Roanoke/ WRAP -TV, Dallas/ Ft Worth WWNY-TV. Watertown KABC-TV, Los Angeles Lynchburg WSBA-TV, York r.vision Age, November7, 1966 3 NOVEMBER 7, 1966

Television Age 12 NOON/Mid-day edition

27No. 3-AND TRYING HARDER Colgate-Palmolive knows the competition is big and but also knows it can be taken (at times)

H ADVERTISING, THE COLGATE WAY 6:00 P.M./Evening edition 11' hue the company has to say is said in a 'different' way, if the media choice is familiar

38MARKETING, PROGRESS AND PROBLEMS In sihistoric years, Colgate-Palmolive has come a long but there is a long road yet ahead 10:00 P.M./Final edition

The three It)FINANCES, THE INVESTORS' CONCERN most informative In /he face ofa declining market, Colgate stock is at highs-some factors behind the climb newscasts in Shreveport's day! (most popular DEPARTMENTS and most productive too!) 1.7 Publisher's Letter 12 Film/Tape Report Latest Shreveport ratings° confirm Report to the readers Round -up of neu.s KSLA-TVcontinuestowin local three -station news competition . . . 14 Letters to the Editor 51 Spot Report anhistoricpatternofpreference The customers always write Dlize,s1 oillionee/eletee el, sustained over the years. At mid -day KSLA-TV 65,500 homes 17 Tele-scope 53 One Seller's Opinion ONLY mid -day Newscast in market! It /mt., mlbehind the scenes niihnnt in/ Evening KSLA-TV 59,000 homes H Business Barometer (); Report from Japan Sta. B 22,000 homes Ileasuring the trends On -the -scene details Sta. C 42,000 homes 21 89 In the Picture KSLA-TV 41,000 homes Newsfront Sta. B 25,000 homes The way it happened A man in the news Sta. C 30,000 homes IIViewpoints 90In Camera See your H -R -P rep for limited avail - Programmingpros and cons The lighterside abilities in these prime news blocks

Television Age ispublished every other Monday by the Television EditorialCorr KSLA-TV 12 Publication Office: 440 Boston Post Road, Orange, Conn. Address mail toeditortal SHREVEPORT, LOUISIANA advertising and circulation offices: 1270 Avenue of the Americas, Rockefeller tit'l -N.S.I./Feb. '66 (Subject to reasonable error) New York 20, N.Y. Circle 7-7660. Controlled circulation postage paid at Ne%lurk N.Y. and at Orange, Conn.

Television Age, November 7, Wanna see the world's fastest b&w reversal film?

Ask your Du Pont man to hold tight What else? to a reel of new 932 so you can hardened emulsion, lubricated get a good look at it. That flashy in manufacture for smooth ASA rating of 320 daylight camera action in any weather. is actually deceptively slow! This greased -lightning film antihalation safety base. can be forced up to 1250 daylight. ultra -rapid processing capability. great exposure latitude. exceptional definition and clarity. availability in 16 and 35mm sizes. What else!

I Te7iSiOn I I \ I, I I ",. 7 How do weknow howa quarter- million Americans feel about teen-age marriages? They told us!

It was the largest poll of its kind everconducted on a highly -explosive subject. And one of the most dramat- ii is demonstrations of the true mean- i ing of two-way communication ever achieved by a mass medium. On a recent Tuesday evening, the five CBS Owned television stations presented "Feedback: Marriage-A Game for Kids?La searching look at the pros and cons of teen-age mar- 1riages, as seen mainly through the eyes of youngmarrieds themselves.

1 In the concluding portion of the hour- long color program, home viewers , were asked a series ofsixteen questions to determine how they felt on the subject,to be answered via special ballots which appeared in newspapers and TV Guide on the day of the broadcast. No prizes. No premiums. Nothing was offered but a unique opportunity to be heard on a matter of major public concern. The response was overwhelming. At final count, a quarter of a million viewers cared enough to register their opinions painstakingly and to mail their ballots to us. Returns were analyzed and reported on a special follow-up broadcast. But one fact was apparent almost immediately: how strongly so many people feel about what they see ontheCBS Owned television stations. It is this deep sense of active involve- mentthat,year-in and year-out,makes such a vital difference to our audiences, to our advertisers, and to us. CBS Owned WCBS-TV New York, lopaLos Angeles,WBBM-TV Chicago, WCAU-TV Philadelphia and KM0X-TV St.Louis.®CBS Television Stations Television Age VOL. XIV Bait KBOI-TV Publisher S.J.Paul Editorial Director IlanI )(inn Sell IDAHO! Associate Editors EdDowling KBOI-TV reaches more Henry Neigei Marilyn Cohen Financial Editor homes, more viewers, more men T.A. Wise Advertising and more women from Sign -on to lierkmitz Advertising Director Mort Miller Sign -off, Monday thru Advertising Manager Marguerite Blaise Sunday', than any other Sales Service Director l.eeSheridan Production Director Idaho television station. Pied Imiiii,bury Circulation Director And KBOI-TV is Idaho's Evan Phoutrides Readers' Service Dept. first 100% color - Hoskin.] Business Office MiriamSilverman capable station. Branch Offices Midwest ARB Mar. '66. Audience mess, urements are estimates only Paul Blakemore, Jr. based on data supplied byin- dicated sources and subjecttc 3120 St. JohnRoad thestrengths and limitations Des Moines, Iowa 277-2660 thereof. South I lerbert Martin Box 3233A Birmingham. Ala. 35201 205.322-6528

Los Angeles Gordon Sutton Duncan Scott & Marshall, inc. 1830 West 8th Street 213.382-6346 United Kingdom F. A. Smyth & Assoc. 35 Dover Street -FELEVISIOIV London, W.1, England Channel 2 CBS Member of Business Publications Audit of Circulations. Inc. BOISE BRA AffiliatedwithBonnevilleInternationalsta- tions, KSL-TV Salt Lake City, KIRO.TV Se TELEVINIo AGE IS (1111,611,41everyothei attle, WRUL. New York, KID -TV Idaho Falls. Monday by the Television Editorial Corp. Editorial, advertising and circulation office: 1270 Avenue of the Americas, Rockefeller Center, New York 20. N.Y. Phone: Circle 7-7660. Single copy: 50 cents. Yearly sub- Represented lay scription in the U.S. and possessions: $7, Canada: $7; elsewhere: $15. © Television ()ETERS ODWAIRD, INC. Editorial Corp. 1966. The entire contents ofTELEVISION AGEare protected by copy rightintheU.S. andinallcountries signatory to the Bern Convention and to the Pan-American Convention.

In Television Age, November 7, 1966 F 1 Watertown

Rome Rochester A Utica WSYR -TV SYRACUSE,N.Y.I Cortland

WSYE-TV ELMIRA N.Y.

MONDAY 1-1.30 THRU FRIDAY

W SYR -TV isNo. 1in .ones Delivered in the Syracuse RD for March, 1966. Market: to 7:30 P.M., tonday thru Friday. *26.4% More ThanStation No. 2 gusted, or derived from AudienceSin- ai, are estimates subject to sampling and Is errors. Advertisers and their agencies rvf,irviltothecompletesurveyfordetail,. *56% More ThanStation No. 3

N B Channel 3 Affiliate 100 K W

WSYRT V SYRACUSE, N. Y.

iuVrrerilliti At /II I I IV 111 .111A0 ALIAS I Plus WSYETV channel 18 ELMIRA, N.Y.

Get the Full Story from HARRINGTON, RIGHTER & PARSONS

I'vision Age, November 7,1966 11 t si,2 ,07 , Letter from the Publisher Fiscal Figures tt The nine -months earnings statement of John Blair & Co. 0 reveals some interesting aspects of the fiscal side of the 41-"4`r -1 0 4EL representative business. The company earned $1,580,060 °OS/ ° in the nine months ending September 30th, equalling $1.51 °el a share. Gross revenue for the period was $7,748,964.This rioa compares with $7,620,748 for the first nine months of last ,c ;43° no-0c0 oo0 0r /i year. The earnings amount to 20 per centof gross revenue. r" Nk. On a projected basis, the net earnings of the company would o 0 appear to be about 1.50 per cent of its grossbillings. This corresponds closely to the advertising agency business. The zz estimates of the American Association of Advertising Agen- m Tr% cies is approximately the same net figure based on gross billings. The acquisition by Blair of a major interest in a co 41 company in the graphic arts field,American Printers and Lithographers in Chicago, is an interesting diversification move that may be emulated byother representatives. GO Speaking of the spot business generally,it seems from allavailable estimates that spot on an overall industry MAKING basis will be up slightly the fourth quarter this year.It would appear that the year will probably end up with a 6-7% gain for spot. This year has been most erratic in that NEWSN the lead time for starting dates has in many casesbeen shortened. Many stationsreport, for example, that they with the have gone into the third week of a month behind the previous year, and that the fourth weekhas more than made up the deficit. news! The representatives have been moving very actively in the past few months to shore up some of the soft spots.Prime COLOR NEWS ... The time 20 -second announcements particularly seem tobe in Area's First and ONLY overabundant supply. Both stations and representatives are Local, Live - News re-examining the 30 -second prime time price structure to Weather and Sports! attract advertisers who are presently usingpiggyback com- Sunday thru Friday mercials. 10:00 - 10:30 P.M. New Products' Role in their COLORCOLOR COLOR COLOR The agencies report that they are more selective variables that The FULL COLOR Station, TV -23 choice of markets. Since there are many is virtually impossible to BIG FOR IT'S AGE . . . determine the market buying, it AND GETTING discern any patterns in the spot activity.One thing, how- BIGGER ! ever, is certain, and that isthat the introduction of new (Air Date: September, 1965) products has a direct effect on overall spotbillings. Itis billings, COLOR COLOR COLOR COLOR also equally apparent that the increases in spot where they occur, are a result of current advertisersexpand- Competitively Priced See Meeker Representative ing their budgets. Cordially,

Rockford - Freeport, Illinois

I' Television Age, ,\member ,-,19nt This Goodyear Tire is approximately 10 feet high. Weighs nearly 11/2tons. Retails for more than $10,000. It was made in Kansas at Goodyear's Topeka plant, second largest of the 75 Goodyearinstallations. The Goodyear plant area, including warehouse, covers 44 acres, employs 2150 people. Their payroll and purchasesadd more than $20 million annually to the Kansas economy.

So, if you think of Kansasas just wheat, cattle and "corn as high as an elephant's eye"- look again. You'll find BIG WHEEL industrial operations all w over the place. To be a BIG WHEEL in Kansas concentrate on WIBW air media. This is a combination with RADIO AMFM TELEVISION the power to get the job done. WIBW RADIOcovers 69 Kansas counties, dominates in 45 Topeka, Kansas KNODEL of them. WIBW-TV gives ; :::: Broadcast Services of you dominant day and night coverage in 38 counties. In no other Stauffer Publications Represented nationally by way can you cover so much of Kansas-so well. Ask Avery-Knodel. AveryKnodel iTelevision .4ge, November 7, 1066 1% gentlyandorganizedinformation more understandably than has been printed on those subjects to date. The CAPTURE Letters problems reviewed really form part in magnificent COLOR of the key to why the commercial to the motion picture industry is changing Editor so rapidly. tlf 4,41114 NaturallyIdon't agree with all lb -91 ipp F F your facts, sources or conclusion& Ilk ft lib 1 Syndication Success Thatistobe expected when an In your October 24th issue's article article deals honestly with provoca- on syndication you quite correctly tivesubjects and subjective view- mentioned AVCO's 'Midwestern points. Hayride' as being in over 40 markets What isimportantisthat your and "bread and butter fare" for tele- magazine presented some important a visionstations.However, although topics, not the same old rehash of AVCO is the producer, ABC Films is "How to Make Commercials." a4 the syndicator. Keep itup. It's not going to be On thefirst page of the article easy to keep the pace you've set.9.1 P therewasreferencetomodern SHELDON B. SATIN t "blockbusters" that have made it into Executive Vice President 40-45 markets. I'm sure that when VPI, Inc. people in our business discuss real New York blockbusterstheymention'Mike Douglas' in 122 markets and 'Girl Talk' in 78 markets. The only passing Havingreadthearticle'The 78half/hour remark in your entire piece about Deciding Vote' in the October 10th `Girl Talk' was, "ABC Films' Girl fascinating programs issue of TELEVISION AGE, and seeing Talk got a good tryout on key ABC- filmed on location in that I was quoted at some length was TV stations." Well Virginia Graham very perplexing to me. Upon learning the jungles of the world. has the longest running, most suc- the quotes should have been attrib- cessful show of its kind. It's now in uted to Mr. Tennyson, I was some- its fifth year ... CAPTURES TOP RATINGS what relieved. We at ABC Films look forward to Although I do not feel it is neces- IN EVERY MARKET SOLD the next two installments of your sary to print a rebuttal in your maga- Tulsa series on syndication. Along with the Boston other syndicators we do hope that zine, I would like to clear up a few your inquiry will show a more fac- points. Chicago We often call in more than one tual picture of syndication. We all see Ft. Worth supplier when MPO is not a candi- Denver sunshine ahead, not the black clouds Detroit depicted. There are such things as datefora commercial and often Toledo network sales, live specials and co- select the one with the lowest bid. Atlanta production agreements that weren't These prices are compared with our two internal estimates so we know San Antonio even mentioned.Syndication is Poland Springs headed into new and exciting areas. what we are buying. A 60% markup is actually quite Cincinnati PHIL HARMON Columbus Director of high. Los Angeles Advertising & Promotion The decision of which production Minneapolis ABC Films house to approach is usually made Milwaukee New York, N.Y. by the creative team, with our agency Cleveland producer naturallyhavingavery Asheville strong influence. Your issue devoted entirely to com- Japan Production Issue Notes Australia mercialproduction may helpthe I have read most of the advertis- people involved withtheindustry ing, motion picture and television LAKESIDE TELEVISION CO understand its complexity. industry magazines and periodicals. SELWYN SHILLINCLAW 19 WEST 44th STREET Your October 10th issue of TELE- Commercial Production Estimator NEW YORK, N. Y. 10036 VISION AGE isan outstanding one. I. Walter Thompson Co. YUkon 6 8059 All four features dealt more intelli- New York

Television Age, November 7, I Portrait By Gittings Neiman-Marcus

Talent-Texas Style Frank Mills, Drake University '36, isa thirty-year veteran of broadcast communications. Frank is equally atease doing news, weather, sports, public affairs documentaries, interviews, andcommercial messages. Frank is an anchor man in communication by designat WBAP AM -FM -TV.

VVE3AP TV Fort Worth Dallas Peters, Griffin, Woodward, Inc., National Representatives elevision Age, November7, 1966 13 FILMEX EAST: 300 East 46th Street, New York, New York

FILMEX WEST: 1041-1043 N. Highland Ave., Hollywood, Calif.

16 Television Age, November 7,1 WHAT'S AHEAD BEHIND THESCENES Tele-scope lioancialInfluence in Rep Business? nighttime programming. Ifitdoes.itwill bring the There may be more to the Columbia Pictures' man- number of network policies on the 30/30's tothree. gement control fight than makes the financial pages. NBC-TV has virtually no policy, permitting an unlimited 'wo of the three stations owned by Screen Gems Broad- number of piggybacks during nighttime hours; and at t,ting (Columbia Pictures owns 89 per cent of SG1 ABC-TV. with some degree of flexibility, the number is ill move from their respective reps to Metromedia's held to one per half-hour at night. allowing a client to letro TV Sales, Inc.. at the end of this month. The two use one piggyback for every three minutes of nighttime Ations are KCPX-TV Salt Lake City, now represented he buys. ithe Katz Agency, and wv18.: New Orleans. serviced High Food Prices Can Affect Tv % Edward Petry & Co. It's interesting to note that the !Amon Fund. Inc.. and the Dreyfus Fund. two of the Producers of several versions oflocal supermarket intenders for control of Columbia. each own outstand- game shows are watching with concern those "boycotts" i:fshares of Metromedia, Inc. supposedly organizedspontaneously byhousewives against higher food prices. The women have claimed that pbeat News for Spot-But a Year Away extra frills used by the markets to attract business actual- A major dairy advertiser. whit ii,ed considerable re- ly contribute to high prices. The frills objected to are wial schedules in the past. but who dropped such things as trading stamps and expensive tv programs at of tv about two seasons ago. is almost a virtual cer- the women can participate in by picking up bingo -like inty to move hack into the medium next season. The cards at the stores. The stamp companies, like the tv wilt has been in hi-fi newspapers since its video depar- production firms, and the stores themselves, contend that ire but ha, been running some spot tv tests this year the extras produce more business that in turn brings alreports excellent results. According to one source. about lower prices. But if the boycotts mushroom, they Ai fall will see a heavy swing into spot television, and could mean trouble to the game -show packagers. H '68 fall season should find the advertiser putting 75 cent of its budget into sprit. Which Will Make 'Top Ten'? For fall '67, here's some of the network possibilities: iscount Policy Will Not Spread Once a Crook, aco -pro between ABC-TV and Universal, A ith two of the three networks disconiininin,2 iIi-count with Robert Wagner, and Roland Kibbee as creator -pro- n,in Jarman. and the third almost sure to follow. ducer -writer. From William Dozier's Greenway Produc- menare wonderingw hat's going to happen in tions.Dick TracyandWonder Woman.Quinn Martin itprintfield. The discountswereforced off network Productions is working onPaul Pine,a saga set in Chi- ostensibly by small advertisers who claimed that big cago. andThe Outside Man,about a guy who bones up renders could buy so much more time at low pricesper on the law while in prison and later, on parole, rescues nit that there was nothing left for them. In magazines. people who were framed or misjudged. From Danny !wspapers and other media. big -volume users get dis- Thomas and Aaron Spelling, for ABC-TV. springsThe Punts that make their cost per unit much smaller than Legend ofWill Savage,withWalter Brennan. and at of the infrequent user, too. But few observers think Rango,a second w, -tern series. to kind of pressure brought to bear on tv-"it's a public Oily," etc.-will affect other media. "Volume discounts Old World to the Rescue re a way of life." said one media man. "%% haler you're The ratings success reached byRat Patrolhas set lying toothpaste or advertisingspace. - many producers to thinking of production in Europe, whether in Spain where the ABC-TV series shot, or in Dior Information on the Way Yugoslavia. long a favored terrain for low -budget thea- The day when research tools forcolor tv will be as tricalfeatures,or France or North Africa. On -scene

[lenitive as those for black -and -white is fast approach- production values, and lower production costs even after A. C. Nielsen is reportedly experimenting withpro - transportation bills are subtracted. are the compelling ding program ratings by colorowncr-liip. Thatis. a stimuli. Meanwhile, for the syndication market. new of- tow's rating will he broken down into %iew ing levels ferings continue to cross the Atlantic looking for buyers: color vs. black -and -white home,.Expected in the near distributor, station group. stations or, of course, net- Rum. this would beafirstventure into color show works. In most cases the trip is paid for, since the series have recovered most of their production costs by sale to lethora of Piggyback Rules European networks. Latest entry isThe Fantastic Ad- ventures of the Space Ship Orion,seven 60 -minute epi- CBS -TV reportedl is considering allowing twocom- sodes produced by Bavaria Studios in Munich andrun- ercial minutestobe piggybacked per half-hour of ning in Germany.

.4gc. ember 7. 1966 17 If people don't believe in the station,they won't believeyour jams andjelliesarethe berries.

WJZ-TV and Baltimore have an interesting mutual interest. Both station and community if "Bird -watching". Bird -watching here is more exciting than in any other place in the w d. The Birds are Orioles. And WJZ-TV is their station. We've been with them through thick a thin. And this year has been delightfully thick The Jr. Orioles had a World Series to exercise their 20,000 pairs of devoted vocal chords over. WJZ-TV helped organize these young baseball rooters with the aid of local civic and business leaders. But Baltimore is more than baseball. And so i! WJZ-TV. This station like all Group W Stations involved in the community. And Baltimore ha! a lot for this station to be involved in. Baltimore is the home of literary greats. So thi station did a series of half hour documentarie'

on H. L. Mencken, Edgar Allen Poe, and - F. Scott Fitzgerald. Baltimore has Johns Hopk,i And so the station used the center's facilities to put together discussion programs to explore contemporary subjects. Baltimore has youth. WJZ-TV's youth program series, Generation 66, isn't limited only towiu, happening today, but also what will happenel these kids grow up. So any time in the next twenty years or so that you would like toreach the people of Baltimore, WJZ-TV will be able to tell you how. And you can believe whatWV tells you.The people of Baltimore do. CHOW WJZ-TI/ W WESTINGHOUSE BROADCASTING COMPANY REPRESENTED NATIONALLY BY TVAR

Businessbarometer

After roller-coastering its way through most of the summer months, spot activity in August zoomed upward to a high point for the season, insofar as a percentage increase over the same month of 1965 was concerned. August national/regional spot, according to the Business Barometer NATIONAL SPOT sampling of stations around the country, was minim/Aol dollurA 11.8 per cent ahead of the same of '65. The previous best gain was an 8.3 -per -cent jump registered in June. 5.57.2 551.2

In dollars, it's estimated that the nation's stations sold $57.2 million in spot time this past August, as compared to $51.2 million the previous August. That gain of $6 million is the best increase, dollar -wise, of any month thus far in 1966, with June's $5.1 -million climb previously having been the record -holder.

August (up 11.8%) On a month -to -month basis August's billings pulled spot out of the traditional summer slump; Year-to-year changes br annual station revenue while the August increase over July was only 0.9 per cent, it was enough to make for an Station size Spot to upturn. Last year, business in June, July Under SI million -0.5% and August declined from the preceding month, SI-3 million 12.4% million -up 12.4% and it was September before an upturn of any size was recorded. 8.5

81)

75 August activity was notable for another reason. Stations in both the middle -income and upper -income 70 billings brackets shared equally in the 45- spot increase, although the country's smaller outlets suffered a decline. The more usual e,0 picture over most of the year has been for the largest outlets to chalk up the greatest

percentage increase, while the middle sta- 111 tions did less well and the small ones did even poorer. The table at right presents V. the month's change for all three groups.

/ u If! 1966-'65 comparison Next issue: local sales and networkcompensation revenue in August, with local volume continuing to make the strong showing it has thus far thisyear.

repsrighted feature of TELEVISION AGE. Business Barometer isbased on a rross-srrtion of stationsinall income and geographical categories. In forme,ti tt ais tabulated Irr Don & Bradstreet.)

Tele, i%if on.4gc. Yorember 7, 1966 19 Sillicant Swift returns to Buffalo to sit and wait.

Ad Manager t\\, ill follo\ him in two months. Sillicant Swift, took the plane to Buffalo after watching his color commercial He should have shot itat Videotape shot on film in Center. His commercial could have New York. taken the same plane with him.

CA, Is that asking too much'? Not fromus. Videotape Center makes video tape make sense as a creative medium for television commercials. 11 VIDEOTAPE CENTER 101 W 67 Street. New York, N.Y. 10023 (212) TR 3.5800

20 Teletiion Age, November 7, 1966 Emill1111111 THE WAY IT HAPPENED Newsfront

On the Inside fice. They introduced themselves, sat done," the executive fired back. "And -two on the sofa, one on the win- as far as corporatephilosophy goes, RoughIv I I months after the idea that affects everything we do, so I'm ,,f a specialissueonColgate- not about to talk on that." Balm()live had been presented to the .ompany. three TELEVISION AGEedi- Specific Questions?"We asked ors made their way to asixth -floor to come here." said an editor, "so miler office of the Colgatebuilding that we might get something a little itPark Avenue and 40thStreet. more informative than the corporate l'heir arrival had been preceded by philosophy as outlined in old I series ofdelays. letters. phone calls speeches by chairman Lesch." Ind misunderstandings. but permis- dowsill-and waited until the execu- "What's wrong with them?" said ion had filially been granted for an tive put down the phone. the executive quickly so he could an- titerview not with the chairman of swer the ringing phone. A few sec- :olgate-Palmolive, not with an officer Twenty -Five Minutes."Okay," he ondslaterhebroketheroom's ,1 the company. but with an execu- said. "I'm sorry to have to do this, silence.snapping thereceiverinto ive of lesser stripe. butI can give you just 25 minutes, the cradle and saying. "Now. do you The editors arrived a few seconds so let's get started." He glanced at have any other questions?" late for the 2:30 appointment, having his wrist again, then at one of the "If you don't want to talk generali- had to stop first for clearance at the editors. ties, perhaps some specifics-Colgate- -ighthfloor reception room, where "For the benefit of the gentlemen Palmolive co -producesahalf-hour they hung their (lamp raincoats in who might not be aware of why syndicated program, Step This Way. the crowded closet next to the pay. we're here." the editor said, "just a Could we talk about the thinking phot.e conveniently placed for visitors coupleofwordsofbackground. that went into that move?" echo mustcallouttotheiroffices TELEVISION AGE devotes an annual The executivesmiled. "No," he andv Lo have a dime I.A two - issue to one of the industry's impor- said. elevator trip-express down, local up tant and successful advertisers. Your "Could we talkabout the com- -was needed to get from eight to company was selected this year. What pany's media innovations-the use hut fortunately the team had no we're out to learn from you is what of 30 -secondspots.for example?" .orridors to negotiate on its way to Colgate-Palmolive has done that has "No." :he executl.'scubicle: on the emi- contributedtoitssuccess.What "The spot buyingunit.atTed t/ trary.it was clearly visible across a makes Colgate unique and at times a Bates?" wide expanse of floor from which moreeffectivemarketerthanits "No." perhapsadozendeskshad been competitors?" "How about-" .leaved. The former locations of the The executive's eyebrows moved The executive cut the question off. :lesks were marked, spectre -like, by a notch higher on his wrinkled fore- "We understood," he said. "that you telephone connections.smallmetal head, and his voice had a new inten- had your storyallwritten-from

boxes with snakes of wire coiling sity when he spoke. "If." he said. talking to other people and so on- ;ground them. "you think we have any intention of and that you were going to present us The executive leafed through some tellingyouwhatwe dothatis with something on paper so we could papers on his desk as the trioof unique. we might aswell cutthis tell you if it's right or wrong." isitors entered, glancing up after a interviewoffrightnow.Thisis An editor smiled. "If we did that, moment and risingto extend one a highly competitive business, and and youtoldussomething was hand as he turned the papa, over we have no intention of letting you wrong, would you tell us, what was ith the other. Short, baldin:.. shirt- put into print what we do or don't needed to make it right?" sleecd. he was obviouslya man in do so our competition could seeit "No." ahurry. "There are three of our and use it against us." The phone rang again. The execu- people coming to sit in on this." he "Perhaps there's a misunderstand- tiveansweredit,hungup,rose. said. He glanced at his watch. mut- ing." an editor said. "We're not talk- "You'll have to excuse me for about ered "should be here by any second," ing about the company's Attire plans. five minutes," he said, moving out and turned to pick up the ringing We're talking about general corpo- the door. "I have to go see my boss. phone. While he talked into it. three ratephilosophy. about thingsthat If you have any other questions, associates strolled past the battery of have been done. perhaps. that Colgate we'lltalk about them whenIget secretariesandtypistschattering is proud of." back." away outside and came into the of- "We're proud of everything we've The room flooded with an awkward

Television Age, November 7, 1966 21 Sillicant Swift returns to Buffalo to sit and wait.

Ad Manager t will follow him in two months. Sillicant Swift, took the plane to Buffalo after watching his color commercial He should have shot itat Videotape shot on film in Center. His commercial could have New York. taken the same plane with him.

Is that asking too much? Not fromus. Videotape Center makes video tape make sense as a creative medium for television commercials. r

VIDEOTAPE CENTER101 W 67 Street. New York, N Y. 10023 (212) TR 3.5800

20 re/el/Aim/ ,\ member 7, 1966

THE WAY IT HAPPENED Newsfront

ht the Inside lice. They introduced themselves, sat done." the executive fired back. "And -two on the sofa, one on the win- as far as corporate philosophy goes, Roughly 14 months after the idea that affects everything we do. so I'm f a special issue on Colgate- not about to talk on that." 'almolive had been presented to the mnpany. threeTELEVISION AGEedi- Specific Questions? "We asky,I irs made their way to asixth -floor to come here. said an editor, "so irner office of the Colgatebuilding that we might get something a little

t Park Avenue and 49thStreet. more informative than the corporate heir arrival had been preceded by as outlined in old series of delays. letters. phone calls speeches lo chairman ad misunderstandings. but permis- do,sill-and waited untilthe execu- "What's wrong with diem?" said on had finally beengranted for an lit,put (loan die plume. the executive quickly so he could an- terview not with the chairman of swer the ringing phone. A few sec- olgate-Palmolive. not with an officer Twenty -Five Minutes. t)kay. he ondslaterhe brokethe room's the company. but with an execu- -.till. ,..11taiLI% tIU 110this. silence.snapping thereceiverinto ye of lesser stripe. butIcan giNc sou ju-t2.;) minutes. the cradle and sin ing. "Noa, do you

,.4 The editors arrived a few seconds so let's get started.-Ile glanced at have any other que-,tions?- rte for the 2:30 appointment, having his Wrist again. then at one of the "If ou don't want to talk generali- ad to stop first for clearance at the editors. me specifics- Col2ate- olighthfloor reception room. %%here "For the benefit of the gentlemen Palintdiveco -produces ahalf -dour lev hung their damp raincoats in ho might not be aware liv ndicated program. Niel) This Way. re crowded closet next to the pay we're here." the editor said. "ju-t Could we talkabout the thinking hone conveniently placed for visitors coupleofwordsofbackr, that went into that move? - ho must callout totheiroffices TELEVISION AGEdevotes an annual The executivesmiled. \o." he and a ho haveadime). A two- issue to one of the industry's impor- said. levator trip-express down, local up tant and successful advertisers. Your -was needed to get from eight to company a as selected this year. What pans 'smedia innovations-the use x. but fortunately the team had no we're out to learn from you is what of 30.second spots.for example?" midors to negotiate on its way to Colgate-Palmolive has done that has to executive's cubicle; on the con- contributed toitssuccess. What "Thy spotben inguni..atTed ary.it was clearly visible across a makes Colgate unique and at times a tales? ide expanse of floor from which moreeffectivemarketertha:r its erhapsadozen desks had been competitors?" "flow about -- eared. The former locations of the The executive's eyebrows moved The executive cut the question off. esks were marked, spectre -like, by a notch higher on his wrinkled fore- "We understood.- he said. "that you .lephone connections,smallmetal head. and his voice had a new inten- hadsour stopalla ritten-from oxes with snakes of wire coiling sity when he spoke. "If." he >aid. talking to other people and so on- round them. "you think ae have any intention of and that you were going to present us The executive leafed through some tellingyouwhatwe dothat is with something on paper so we could apers on his desk as the trioof unique, we might aswellcutthis tell you if it's right or wrong. - isitors entered, glancing up after a interviewoffrightnow. Thisis An editor smiled. "If we did that, loment and risingto extend one a highly competitive business. and andyoutoldus something was and as he turned the papers over we have no intention of letting you wrong, would you tell us. what was ith the other. Short, balding. shirt- put into print a hat we do or don't needed to make it right?" eeved, he was obviously a man in do so our competition could seeit "No." hurry. "There are three of our and use it against us." The phone rang again. The execu- eople coming to sit in on this," he "Perhaps there's a misunderstand. tiveansweredit.hungup.rose. tid. He glanced at his watch, mut- ing." an editor said. "We're not talk- "You'll have to excuse me for about red "should be here by any second," ing about the company's future plans. five minutes." he said, moving out nd turned to pick up the ringing We're talking about general corpo- the door. "I have to go see my boss. hone. While he talked into it. three rate philosophy. about things that If you have any other questions,

isociates strolled past the battery of have been done, perhaps. that Colgate we'lltalk about them when 1 get 'cretariesand typistschattering is proud of." back." way outside and came into the of- "We're proud of everything we've The room flooded with an awkward

elevision Age, November 7, 1966 21 silence. After a moment, two of the it concerned itself only peripherally guests must have realized.Itc trio of remaining Colgate employees with broadcasting. Rather,its aim for the informed man. .. and tilt easedofftootherappointments. was to inform the broadcasters of brave man, as well. After 15 minutes, the third took a the dimension of the cities' problems, call, and apologetically told the edi- inthe hope thatthe broadcasters Eight Deadly Sins tors that the executive was tied up themselves could then develop ways Stations, networks, producers, and "can't make it." The walk across to use their medium to provide solu- TI the cleared expanse of office-had a tions. The keynote was instruction, unions-eventheNAB-all came dozen people and their desks been as, for example, in the panel on race under vitriolic attack late li.t lei vaporized by the White Knight, or relations: at the Eastern Annual Conference of was it a major remodeling job? - the American Association of Adver- was accomplished without a guide. IsSilence Golden?Here, Floyd tising Agencies. The fact that each Elevators were taken-up to seven, Mil.n.sick, national director of the was lambasted is not unusual; there transfer, down tothe lobby-and Congress of Racial Equality, point- often are several speakersat such edoutthatthetrue meaning of the editors plunged out (alto rain- meetings who take on one oran- battered Park Avenue. It was a few "black power" was distorted by the othertargets.Oddly, though, Leo moments after three o'clock. mass media; that inrealityit was BurnettCo.,Inc.,vicepresident, At the curb, Chairman Lesch and an attempt by Negroes to work out Gene Accas used a shotgun to wing two associates were climbing into a their own destinies by reaching for every target in sight. Chevy Bel -Air, New Jersey license economic and political power. An- Some of his comments: 'The net- JHI465, on the initial leg of a trip other panelist, Dr. J. Alfred Cannon, works raise rates with only a quick that would take themtoColgate of the UCLA School of Medicine's eye to what thetraffic may bear. plants all over the world. Mr. Lesch psychiatry division, lashed out at the They slowly increase the amount of carrieda wine -red Japan Airlines "silent majority" of the white pub- commercial time on the air... then bag, stuffed and round as a melon. licthat maintains a fearful silence sayitis my material(billboards, An editor notediton his pristine prior to elections. These people, he piggybacks, etc.) that constitute clut- memo pad. contended, are partly to blame when ter. Never could the clutter be net- violence erupts in the cities. work ID's, promos, credits. Epilog.At 11 the next morning, the Contrasting with the plea of these "Thestationsneverinstitutea executive's secretary called. He was speakers for broadcasters to step in rate decrease... they clip network about to leave on a three-week trip. and illuminate the troubled area of shows...they have no meaningful butwantedtoapologizefornot racerelations was the quiet state- research projects..." ment of John Corporon, news direc- having beenabletocontinue the Ignorance is Sinful."Theindus interview.If there were any other tor atWDSUNew Orleans, who noted that a station campaign to eliminate try's own trade association commits questions. she said, they could be perhapsthe wrong,the Negro slum conditions brought about greatest put to him through her in writing; eighth sin-ignorance. They change or, he'd be available at his home for asharplyincreased assessment on his home. the groundrules of the medium, uni- the next hour. laterally, without concern for the peo- "I don't think so." the secretary None But the Brave.Dr. Joseph ple who pay for it all. They sin again was told. "Thanks. anyway." Lohman, criminologist, said the "thin when their pride rejects any effort Problems and Solutions blue line" of the police was no long- atdialogue,anymeaningfulex- er sufficient to protect the community change of opinion." In spite of the manifold dangers, becausethenature of crime had The agency executive softened his some300broadcastersattending changed. Criminal laws need modif- blast with an acknowledgement that Group W's sixth Public Service in ication,heurged,implyingthat television "for all its pollution, adul- Philadelphialatelast month were broadcasteducation could help teration and dilution, today isstill askedtohelpthenation'scities bring this about. magnificent, powerful, vibrant and solve some of their numerous prob- And, again as if in contrast. Wil- effective as hell." He warned further lems. The problems, as outlined by liam Grove, director of news and erosion, however, and proposed that aparade of experts,involve such public affairs atWJXTJacksonville. the NAB, the 4A's and the Associa- subjects as crime, education, trans- told of the threats he had received tion of National Advertisers form a portation.housing andracerela- by phone and mail after the station joint committee to study the private tions. And the dangers, as detailed played a partinobtainingindict- business as well as the public inter- by five broadcasters who had pre- ments againstofficialsaccusedof ests of television. sented programs on these topics,. in- misusing city funds. "Improvement willnever come," volve public resentment. veiled Broadcastingtodaydoesn'tre- Mr. Accas said, "so long as the vari- threats and other upleasant results. quire only the man with the business ous segments of broadcasting-buy- This conference was unique, dif- orthe showbusiness sense needed ers, sellers and suppliers-exist with- fering from the previous ones in that yesterday, many of the 300 invited in their own idea -proof cells."

22 Television Age, Aorember 7, 1966 In a three -station market, KFDM-TV CONSISTENTLY delivers the most (use the rating service of your choice). You get the highest possible television buying efficiency in this prosperous, growing Texas Gulf Coast market. The reasonissimple. KFDM-TV has undisputed leadership in experience, programming facilities and local production. When planning your media buys, you'llreceive the Media Buyer's Hero Award for buying efficiencyif you begin with KFDM-TV, Channel 6. PETERS, GRIFFIN, WOODWARD

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devision Age, November 7, 1966 How do you get to the Corner of Madison Avenue and WallStreeti

Face it! Every issue of Television Age is with the kind of reach, readersl" The secret ingredient in every devoted to the dollars and sense of use and re -use of a TelevisionAL good television operation is money. our industry - told in crisp, clear, The 10,000 top TV executils Showing management how to get memorable terms. who read our book, are not"ji more money-that's what Television That's why there is no other pub- playing around" nei Age is all about. lication in the field of television They're getting facts they

1 toiake the "buyand sell decisions-. TELESCOPE-what's ahead be- And, here's what it all adds up to. _ook at any Table of Contents in hind the TV scenes: BUSINESS If you're in this business to make ar issue of TelevisionAge and you'll BAROMETER - measuring trends: money, it's a good idea to get all the SE what wemean. Check our exclu- WALL STREET REPORT - the TelevisionAge help you can from the si, departmentalfeatures and you'll financialpicture: SPOT REPORT one publication that SE the dynamics of TV atwork. - digest of national spot activity. can help you the most. -1 tIVISION AGE MEETSTHE NEEDS OF THE PEOPLE WHO SPEND OVER $1,000,000,000 INap.-iii TELEVISION ANNUALLY ALA. GA./

FLA.\

We have seasons, but they are relatively mild, without the harsh extremes that often disrupt business elsewhere. This means year-round high-levelspending, withadiversified LAND OF economy, as a center for government, business, recreation, education, and industry. Few stations, we are YEAR-ROUND told, dominate their markets as do we in WCTV-land, but GOOD LIVING, you probably have your own figures to prove GOOD BUSINESS this!

TALLAHASSEE THOMASVILLE

BLAIR TELEVISION Television Age \( )1 111111ER 7, 1966

although its !urger competitors

outspend it(Pitadvertising. Colgate-Pulniolire takes the "different- approach to success

No. 3and trying harder

Unlike a great many ciimpanies. the Colgate- '50's under former president Edward H. Little. l'almolke Co. knows where iti going to be The company has been shaken up, revitalized. in1972.At least.it has setits goals for that made aggressivr. Importantly. its domestic sales %rilr in a (ire -year plan only fully formulated a climbed from 8275 million in 1960, when Mr. feu weeks ago. And if that plan-the second Lesch took the reins. to an estimated $430 mil- (ire -rear program put together under the guid- lionin1966. and consolidated domestic and ance of money -minded Cein.te Ilentv Lesch. foreign sales have grown at the same time from Kaltman and president- as productive as the 8576.3 million to an estimated $918 million. Itt.t. agate's position in '72 will be a healthy This last figure,it must lie admitted, puts Col- ulie indeed. gate-Palmolive under its goal of becoming a There is little doubt today that the plan \fr. "billion -dollar organization- by 1966, as out- 1`.0.11411111011nred in 1961 has helped Colgait-- lined by the new president shortly after he l'almolie shake off the domestic Ililiwebs that moved from the presidency of Colgate Inter- had coweredit through much of the M's and national to head the parent company.

rel.,assn4gr. m rniber7./w.f. 27

IL Colgate's Manhattan tower is the 'nerve center' of a worldwide operation

"With our present products aggres- sively pushed to earn a higher share of their market; with the continuing introduction of new products of real value from each of our divisions; with the increasing contribution from our overseas operations," Mr. Lesch told the New York Society of Secur- . ity Analysts, "it is possible that we couldstillfall short andit would require a major acquisition or new venture to help us over the mark. But top management is going to do everything in its power to meet the goal and the timetable that the people inthe organization have set.. ." Colgate's billion -dollar status probably will be achieved in the next 12 months, for the methods to be employed to reach that mark have been well tested over the last few years. The company is a strong believer in the "task force" approach, of throw- ing the best available brains against the solution of a major problem. This technique, used effectively to boost the fortunes of the household products division three years ago, now is being brought to bear on the toilet articles division. The success of the Ajax line (laundry detergent, liquid detergent."bucketof power")it hopes to repeat in the areas of toothpaste, hair -care products and other toiletries. Interestingly, it has been the success of Colgate's internal operation that has put the company as close to the $1 -billion goal asitis. Late in 1962, chairman Lesch told a major brokerage firmthatthe aim `by 1966" was to generate $850,000,000 in sales "internally and we hope to acquireanother$150,000,000in foods or other products." Since the

28 The destiny -guiders:

ompany's venturesintothefood George H. Lesch and who had moved it from Mil- ield have been tentative and unpro- waukee to booming Chicago. Mr. luctive thus far, and since acquisi- Pearce, merger in mind, convinced ionsinother areas haven't been the Peets that they could establish a orthcoming,Colgate's "internal" powerful combine;theresult was ales have evidently done as well as the Palmolive -Peet Co. In 1928, Mr. xpected. Breaking down those sales Pearce suggested that the Colgates, nto domestic and foreign, however, with their vaster resources, join him esults in some unusual observations: for a nation-wide combination of toi- Domesticvolume,whileithas letries and soap. Now the Colgate- grown considerably over the last five Palmolive -Peet Co. was born. (The ears, still represents less than half Peet name was dropped in 1953.) he company's totalsales. Foreign Other planned mergers, with Kraft ales, which accounted for more than Foods and Hershey Chocolate,to hree-quarters of Colgate profits five effect a giant food -soap -toiletries firm, ears ago, today contribute nearly 85 1)atid J.llohoney were cancelled by the 1929 crash. ier cent. While chairman Lesch has After the Wall St. debacle, sales- on. They incorporated videntlybeenpartially the family - man Little became vice president in accomplish in domestic activities the run operation as Colgate & Co. in charge of sales and advertising, while 1908, and 20 years later had assets ame successes we have had over- he continued tosupervise foreign eas," rapidly growing volume and totalling $30 million. operations. By 1938, he had done )wer marketing costs overseas have While the Colgates were growing such an outstanding job on both in New York, another soap concern nabled that area of activity to con- fronts that he became president and inue to be the big leader in the was flourishing in Milwaukee. This director. For the next two decades, one was started by Burdette Johnson 'rofits race. things were relatively simple as Col- in 1864. Its principal product was a In truth,it was Colgate's success gate brought out its products on the tar soap called Old Black Joe. Mr. ,verseasduringtheyearsafter domestic market and then moved Johnson's successor, Caleb, worked orld War IIthat brought about them easily overseas. Colgate tooth- on a brand more in keeping with the cost of its problems at home. During paste, Palmolive and Cashmere Bou- then -popular French -style soaps, how- he1920's, the company had em- quet soaps, Fab and Vel detergents ever, and introduced Palmolive-it barked on an aggressive foreign pro - shortly were household names contained both palm and olive oils- ram, with Edward Little opening throughoutEurope,Centraland aarket after market throughout Eur- in 1910. Its success was immediate and the Johnson Co. became the South America, and many other parts pe after he became manager of for- of the world. During the 1950's, sales Palmolive Co. ign business in 1926. At that time, byColgate'soverseassubsidiaries he Colgate name was already well Three to Make One climbed 166 per cent, to $320 mil- :sownin many countriesof the lion, while domestic volume rose only vorld, as well as in the U.S. where At the same time, a third soap 16 per cent, to $284 million. tfirst appeared in 1806 above Wil- company was flourishing in Kansas What was happening was appar- iam Colgate's soap and candle shop C'ty. Here three brothers had begun ent: the costs of research, develop- n whatis now New York's Wall Peet Bros. in 1872, and had done ment, packaging, testing,etc.,that greet area. well enough by the mid -1920'sto mounted so high on products sold in One of William's three sons, Sam- open a second plant in Berkeley, Cal. this country did not have to be paid lel, took over the business eventu- In1926,they were contacted by when Colgateproducts wentinto illy, and upon his death in 1897 five Charles Pearce, a dynamic business- overseas markets. Or, if they were f his six sons wereon hand to carry man then heading the Palmolive Co., paid-since U.S. products often re - elevision Age, November 7, 1966 29 Colgate's advertising t IN FOR THOSE WHOSE NOSTRILS ARE KEEN 1.1 history stretches ATTUNED TO SCENTS back over 160 years here and abroad

WU '0

(Diked modifications, new advertising themes, and so on, for acceptance in foreign markets-they were consider- ablyless " ,'I', than domestic marketing ti

called for. Overseas volume mounted to such an extent that Colgate almost

imperceptiblybeganslowing itsi costly new product introductions on the domestic front. More and more ( JIM LOVES TO it concentrated on its foreign activi- DANCE WITH ME! I ALWAYS UTNE ties, to the extent of grooming Mr. WITH FRAGRANT CASHMERE 110VOUIT SOAP! ITV THE Little's successor as president, Wil- 49/11.110 WAY ,0 AVOID OffE110.4! liam Sims, through the ranks of Col- gate International. The aging Mr. Little remained as chairman and chief executive officer after Mr. Sims became president in 1955. With Iwo top executives oriented to overseas activity, Colgate's domestic position continued to slide Write today as rivals Procter & Gamble and Lever it's worth your while flooded the U.S. market with new to Ow. as ...ell os elflorta II are. rand us 2 corai in st.unp and we- will products.Finally,in1960, George l'Avi you gellevotis lnEl Id 11,1.1aa.Dental C.caot dronlner woloaa 'drum' H. Lesch was brought in as chairman YOU will l... pleased welt do eivilno4 lb.°, ...... h *se ...m.o. whole...nr .1.antolosa rm.wd, and president. Like his predecessors, 12.14..n Eleneal E ream I Locks .1reo, ,,,,, he had risen through the company's Jun, Wrlh tho,,,oghly varyly. CASHMERE BOUQUET SOAP international ranks-after graduating as an accounting and bankingmajor at the University of Illinois andwork. ..JUST TRY TO GET AWAYg ing for four years in Colgate's accounting department in Jersey City. Unlike his predecessors, Mr. Lesch taf,_dfir &Cu:5 posi- C mert4.3 was aware of the weak domestic tion the company had fallen into. rimoBORtir Under the gaze of former chairman Little(the deposed executive, then 80 vears old, moved to the 33rd floor ilamo of the Waldorf Towers, fromwhich for the Handkerchief to this day he can look down onthe CAstilaRt Colgate-Palmolive building across the BOUQUET street lnew chairman Leschimmedi- of is compoSed of the -r ately announced a major program most fragrant new -product development andintro- and costly F ITS HOVE WY WANE. USE ON, 1411.11114.M. ME SO. had extracts from flowers. WADE WITS OEMS 011. ro duction. In 1959, the company .4 EP S., 5.0,..7., Each bottle DuAG I spent only $8 million in this area. bears the name and trade mark of In Mr. Lesch's first year, the amount Calatux, Sap Makers E,i1 Perfumers, Television Age, November 7, 1966 NEWYORK. 'as raised to $9.6 million; in 1961 it cern that it was acquired by Lipton. Knowing now that P&G could be 'as jumped to $16.5 million, and a Now the targets were sighted. Proc- beaten. Colgate in 1962 prepared to ear later it was $25 million. For the ter & Gamble, it was thought, was battle P&G's major detergent brands: ist few years, the amount has been vulnerableinthecleaningfield. Tide, Dash, Cheer, Oxydol and Salvo. 28-29 million annually. Although P&G was muchlarger, Its own chief brand. Fab. had about What the Colgate laboratories were itsownproliferationofbrands 5-6per cent of the "high-sudser" sked to do was come up with the kept any one of them from market,whileotherbrands - old roducts that would make the Colgate achieving a truly dominant position. timer Super Suds. low -suds Ad, and ame as powerful in this country as as P&G's Tide had done in the '50's Quick -Solt'detergenttablets - had is around the world. To provide when it had more than 30 per cent of such small shares -of -market that xpanded research facilities, the com- the detergent market. Before plung- there was little fear a new Colgate any bought Lakeside Laboratories, ing in against P&G and Lever, how- entry would take any of their busi- roducers of ethical drugs, in 1960. ever. in the ...A -billion laundry deter- ness away. nd to provide youthful and dynamic gent business. Colgate brought out Under David Mahonev's direction, adership, Mr. Lesch in 1961 Ajax liquid all-purpose cleaner a task force was assigned to break roughtinthen -39 -year -oldDavid against P&G's Mr. Clean. With am- the P&G detergent stranglehold. Rob- lahoney as executive vice president. monia asaningredientandthe ert W. Young Jr., then general man- Ir. Mahoney had been president of "white tornado" advertising theme, ager of the Household Products Divi- ood Humor, turning the ice cream Ajax moved ahead of Mr. Clean in sion. gathered his team to introduce Impany into such a lucrative con- sales. (Continued on page 70)

Colgate-Palmolive Advertising and Sales Patterns

Domestic .Vetwork Spot Tv%of Sales Year Total Television Television Ilagazines Total (millions) 1957 $40,558,614 $19,375,713 $ 7,739,080 4,780,613 66.8 1958 46,911,250 22,857,497 11,020,780 4,006,026 72.2

1959 49,531,959 22,478,524 13,879,890 5,873.003 73.4 ... 1960 41,411,194 22,511,280 11,419,230 8,793,526 82.0 275

1961 39,806,427 21,513,940 14,989,170 1,189,550 91.7 284 1962 50,255,630 24,538,799 22,777,820 1,273,513 94.2 327

1963 62.792,766 28.274.000 27,708,170 4,969,302 89.2 340 1964 70.142,000 26,919,000 32,290,000 7,714,000 84.4 387

1965 82,042,000 39,934,000 31,255,010 4,219,000 86.8 400 1966* 30,045,737 17.601.800 10,647,840 1,796,097 (est.)430

Sources: LNA National AdvertisersInvestments, TmB Rorabaugh. Ighti expenditures for first sixmonths only.

devision Age, November7, 1966 31 It n I

Advertising: Colgate's commercials have become trend-setters while getting the most mileage from its media HOW THEY SAY IT Television commercials produced Big one of the '50's: Comedy Hour to sell the products of the Col- gate-Palmolive Co. have at least twice caused upheaval throughout the entire advertising industry. To Colgate must go the credit for wreaking a major and pleasing change inthe manner in which commercials for detergentsandcleaningproducts long assaulted the viewer; but the company isalso remembered for a commercial that was battled through the U.S. Supreme Court-and subsequent decisions that brought about modificationsinthetechniqueof commercial production. Behind the first change, affecting Ler the detergents. was the "real -unreal" NBC's1 I ',sir& Knowledge College type of advertising that Colgate employed so successfully forits Ajax All -Purpose Cleaner and Ajax Laun- dry Detergent. In the commercials, Radio's Lorenzo Jones the fantasy of the White Tornado and White Knight supplantedthe two -women -over -the -back -fence "slice of life" technique popular for years in the cleaning -product field. Behind thesecondchange,afterwhich agency men and production companies watched their step lest they bechargedwithfraud,wasthe famed"sandpaperdemonstration" for Rapid Shave. Ina waythetwo commercial concepts illustrate both the strengths and weaknesses of the Colgate-Pal- molive approach to advertising. Be - Judy Canova's straightman: Sheldon Leonard 'Hey, Blondie' sold soap cause the company imbues afew bought by instinct, but he was nearly membersofthetop management always right." team with the power to say yes or With the legendary Mr. Little n4, no, its decisions can be made quick- longer at the controls, and with the ly, and the "sell" necessary to put much talked -about filtering down of over an unorthodox idea need be authority, the scientific has replaced directed at only a handful of indi- the "seat of the pants" method in viduals. At the same time, since ap- WHERE THEY SAY IT mediaselection.GeorgeLaboda. proval is not predicated on batteries formerly tv-radio director, now heads of tests and consumer panels, a one- Colgate-Palmolive's1965 adver- the Colgate media department,as- man decision occasionally can pro- tising budget of an estimated sistedbyDickMoore,manager duce unwanted results. Not that tests $95 million may be mere soapflakes of broadcast operations, Harry Way. are not conducted by Colgate-Pal- visa vis Procter & Gamble's $245 in charge of media planning, and molive, but most informed observers million, but in terms of the efficiency Joe Tinney, specialist in commercials agree that they are not conducted in with hich the company uses the production. The corporate media de- thedepthrequiredbyProcter & sum and the sheer number of people partment functions to keep the Col- Gamble, say,or some other "me- targeted with the message, the bud- gate agencies' media departments in chanical" marketers. ("And," a forget stirs up a white tornado of at- vigorous competition with each other. mer Colgatemanpointedout, tention. Like Procter & Gamble's department "there's always the instance where Advertising has long played a sig- -but on a much smaller scale-it the test says to do one thing and a nificant role in the history of the spurs each agency to makethe best company man justdoesn'tbelieve 160 -year old company, domestically buys. Additionally, it feeds informa- it-and does something else.") if not worldwide, but concern with tion to them to shift Colgate products In the case of the "real -unreal" who receives the word, when, how from one schedule to another for schoolof commercial that Colgate and how often is tantamount today. maximum corporate savings via fre- has developedoverthelastfour Inits media activities,discussions quency and volume discounts.The years, it was the concept of "power" center not so much around how much team works closely with the media money leaves the Colgate coffers, but 'hatthe company intended to get men at its six agencies (Ted Bates& across. The White Tornado for Ajax around how to get the most mile- Co.,Inc.,William Esty Co.,Inc.. liquid cleaner had been created by age out of that money. This has Norman, Craig & Kummel, Inc., Len- Norman, Craig & Kummel, Inc., in earned the company adjectives like nen & Newell, Inc., Street &Finney. responsetotheanimatedfilms "economy -minded," "bargain -hunt- Inc., and Stern, Walters & Simmons. Procter $: Gamblewas experimenting ing,""innovative"and"explora- Chicago). and with them has been with for its Mr. Clean. Not only did tory." responsible for a number of innova- the whirling white cloud symbolize "Things have certainly changed at tions in the industry. power that could clean, but the use Colgate," says a former company ex- This year, for example, the unique of the optical Tornado effect along ecutive."Years ago, media,sales, method of having one agency buy all with real people in the commercials everything,was approved by Mr. spot tv and radio for the client was provided a closer link with the view- Little. And his media selections were initiated. Ted Bates took over the er than did anall -animated "car- often predicated on likes and dislikes. function of spot coordinator for all toon." The resultwas a selling film When a schedule was brought in, he but the Chicago agency last August. that had real people inan unreal might say, 'What about Pine Bluff?' What does the move mean for Col- situation, and it caught the viewer's and time would be bought in Pine gate? That it was economy -minded fancy. Ajax promptly knockedMr. Bluff. No town was too small to buy is evident from a number of factors. Clean out of thetop spotinthe an ad in-particularly if he had sold Corporately,itgives the company (Continued on next page) there or if he knew the grocer. He (Continued on next page)

Television Age, November 7, 1966 33 At night, with 'Jeannie'

In the day, with 'Andy'

HOW THEY SAY IT

liquid detergent field.

Now it was time to enter the big- moneylaundry detergent arena. Again the name was Ajax and the Songs, with Dean Martin theme was power. From Richard Bowman, then creative directorat NC&K. came thesuggestion ofa powerful knight on horseback. rid- ingacross modern backyards and "whiting" dirty clothes %%lilt a touch of his lance. Mr. Ilm% man, not %lee presidentatthe\ IcCann-Ericksim Center forAdvanced Practices, agreed in an interview n ithTELE- VISION AGE Iwo \ ea rs ago that he had thought up the White Knight. but -11.N.C.L.E.: anda, tom insisted the character n as just "an intelligent response to research find- blienture, with'Iron Horse' ings." \Ir. Bowman's creative response, however, differed from that of Rob- ert W. Young. now Colgate's corpo- ratemarketingvicepresident and three years ago general manager of its Household Products Di% ision. Mr. Young asked the agency to produce. along with the While Knight commercial.one he thoughtupand christened "The Surging Sea." This film.picturing a roaring storm at sea. was based on the "miracle ingredient" in new Ajax Laundry De- tergent - something called "Ultra- marine Plus." Then.totouchall bases. the company paid for production of a third commercial. a straight slice -of -life approach in which a well- known spokeswomen told a harried housewife hots to get her wash really clean. Producing three commercials, Mr. Young noted,isinexpensive compared to the cost of airtime.And airtimeiseven more expensiveif

Camp, with 'Batman' ilis used to run the wrong corn- WHERE THEY SAY IT Colgate mounted theplatform for nrcial. The three commercials were the 30/30's. With new product de- a total picture of ,pot spending Clownintotests,with the White velopment perking along, the com- via one agency. Fnun the agency bight and sea films emerging in a panyhadagreatdealtogain standpoint,itmeans more efficient (I,d heat. A personal judgment had fromtheuseof piggybacks. And coordination tine made: the Knight was declared of piggybacks -- the with Colgate's volume of advertising tl victor, although there reportedly prime consideration-for the multi- what it was, the stations had a great I% -e misgivings about "a fag on a brand client. The great volume of deal to lose by not accommodating site horse." spot activity placed also gives the the giant advertiser. After a virtual agency more leverage in negotiating boycott of some stations because they Tv's Best -Known Star for good spots and an opportunity would not accept the 30/30's without

. to make better use of franchise spots. What Colgate shortly found it had charging a premium, agreement was (There is indication that Colgate may o its hands was not just a commer- finallyreached to use them on a shortly that got attention from house- name one ofitsagencies limited scale. The floodgates were "network iv es:it got attention from news- buyingcoordinator"as open. To this day Colgate uses the well.) p.ercartoonists, tv comedians. "twofers" much more thatits com- viters, etc., who lampooned the idea A letter that went out to stations petitors. "P&G," says one rep, "is a( gaveit around the country uncovers some extra exposure-some- still experimenting with piggybacks." tlig that was not at all unpleasant of the company's hopes for the new t& the promotion -minded men be- system. "... the purpose of the unit Tv Gets Nearly All h d Ajax. From a standpointof is to centralize spot buying and to Colgate has long supplemented its ci sumer recognition. the campaign pass on to you pertinent brand data network buying with a heavy spot h.been called the most successful through a coordinated daily liaison schedule, but in recent years the pro- sq) or detergent push in history, to effect maximum benefits to you at portion of spot has been increasing aithe most successful new product minimum operating costs, confusion at a greater rate than the net%%.1), it oduction in the past decade. and time for all brand advertising share. This is due mainly to the pro- lore than $50 million reportedly weight and related efforts." liferation of new products which are IL been spentinpromoting the Notcontentwithincreasedef- pushed regionally before they mak, site Knight. and he is saidto be ficiency, Colgate wanted more: "Too, the network shows. th best-known figureintv we are most anxious to establish a today. Although tvstillby fargetsa T, expenditure and theacceptance program of media merchandising in greater per cent of Colgate advertis- II( only helped Ajax Laundry De- addition to our daily spot activities. ing dollars that any other medium, te,ent achieve a high of about 7.5 I'm sure we allagree that proper the percentage has decreased in the p1centofthenear -billion -dollar and timely merchandising of spot past few years. As the table on page ticket, but along with Fab andother schedulesatstationmarketlevels 31 indicates, tv's 91.1 per cent share Cate detergents,gave the com- implementsefliciencesofproperly in 1961 fell to 86.8 per cent in 1965. p), some 15 per cent of the market, placedbroadcastmedia. We are This brings another aspect of the of about $150 millionayearin therefore requesting your coopera- company's media operations to light. sas. (The percentageisbelieved tion in establishing such a program." In 1963, Mr. Laboda said: "I can tohave slipped a few points since Some of the people at those sta- guarantee that we will be putting less th initial Ajax splash,and since the tions no doubt remember a time than 90 per cent of our budget into oductionof P&G's Bold deter - when Colgate "requested" their co- television beginning with nextsea- t.) operation in another matter. A few son. Overall, television is going to be 'he Rapid Shavestory was not as years back, when piggybacks were getting more money because eat. our ex- Briefly,anotherColgate shunned as vehemently as two -com- penditures are going to increase, but (Continued on next page) pany sponsored minutes are today, (Continued on next page)

vision Age, November 7,1966 35

It Colgate's Television Spending, 1965 Spending by brand

Brand Spot Network Total 1. Action Powdered Bleach 841,430 2,128,300 2,969,730 2. AD Tabs 350 350 3. Ajax Bleach 53,930 53,930 4. Ajax Cleanser 1,441,890 1,284,500 2,726,390 5. Ajax Washing Detergent 67,950 67,950 6. Alex Floor & Wall Cleaner 1,002,550 283,500 1,286,050 7. Ajax Laundry Detergent 2,460,840 3,366,200 5,827,040 8. Aiax Liquid Cleaner 1,778,500 1,804,800 3,583,300 HOW THEY SAY IT 9. Ajax Multi -Product Advertising 127,500 127,500 10. Ajax Window Cleaner 1,198,040 799,200 1,997,240 agency. Ted Bates & Co., prepare 11. Applaud Hand Softener 49,890 49,890 a film in which it was demonstrate 12. Baggier; Plastic Bags 1,197,540 1,631,400 2,828,940 that the product not only could bed 13. Barrier Deodorant 13,730 13,730 14. Beat'e-Beatle Bubble Bath 32,760 32,760 in shaving a "sandpaper beard," 15. Big Leo Liquid Cleanser 40,440 40,440 thatit would actually help in shay 16. Bite 'N Brush Dentrifice 147,720 147,720 17. Cashmere Bouquet Soap 30,420 30,420 ing a piece of sandpaper. For ref 18. Cashmere Bouquet Talcum 280 280 sons claimedtobetechnical,th 19. Cashmere Fabric Softener 252,430 252,430 20. Cashmere Liquid Detergent 139,800 139,800 agency and film producer dusted pieceofplasticwithsand an' 21. Code 10 Hairdressing 128,440 598,400 726,840 22. Cold Power Detergent 1,238,540 796,500 2,03.5,040 "shaved" it, rather than use an ac 23. Colgate Dental Cream 3,167,900 7,170,50010,338,400 tual piece of sandpaper. 24. Colgate Frozen Dinners 2,500 2,500 25. Colgate 007 Men's Toiletries 440,580 82.11,06 1,268,780 The Federal Trade Commissioi 26. Colgate 100 Oral Anteseptic 1,551,650 959,200 2,510,850 charged a deception of the public 27. Colgate Products 163,100 163,100 28. Congestaid 202,110 56.600 258,710 and ordered the commercial off tb 29. Cue Toothpaste 2,288,560 3,875,900 6,164.460 30. Dermassage Skir Lotion 162,120 62,000 224,120 31. Dynano Liquid Detergent 34,510 34,510 32. Fab Detergent 3,321,180 1,395,400 4,716,580 33. Forient Air Freshner 205,980 647.000 852.980 34. Halo Shampoo 1,196,700 1,388,600 2,585,300 35. Handi-Bibs 650 650 36. Handi-Wipes Disposable Towels 35,130 35.130 37. Hour After Hour Deodorant 40,180 40.180 38. Irish Spring Deodorant Soap 8,120 7.120 39. Lustre -Creme Shaupoo 45,140 2,095.700 2,140,840 40. Lustre -Creme Shampoo & Spray Set 202,900 202,900 41. Lustre Dent Denure Cleaner 251,410 251,410 42. Palmolive Complexion Soap 159,500 159,500 43. Palmolive Continental Soap 123,100 123.100 44. Palmolive Cold Deodorant Soap 1.836,530 2,172,100 4.008.630 `Tornado' started it all 45. Palmolive Liquid Detergent 310,880 310.880 46. Palmolive Rapid Shave 83,020 1,400,900 1,483.920 47. Palmolive Shave Cream 800 10,700 18.700 air. During the next few years the 48. Palmolive Toilet Soap 189,900 189,900 case draggedthroughcourtafter 49. Petal Deodorant Soap 18,180 18.180 50. Poise Deodorant 2.000 2,000 court until it finally reached the na- the 51. Respond Hair Spray 685,070 1,062,900 1,747.970 tion's highest tribunal. Out of 52. Respond land Lotion 34,590 34,590 matter came new sets of guideline 53. Respond Shampoo 88,240 88.240 .54. Rose Lotion Vel Detergen 1,169,520 842,300 2.011.820 governing the use of "mock-ups" it 55. Soak,- Bar Soap 1,200 1.200 commercialproduction,andhun- 56. Soaky Bubble Bath 132,020 737,000 869.020 dredsofthousandsofwords on 57. Spree Bar Soap 68,020 68.020 58. Super Suds 67,950 67.950 "truth in advertising" in general. 59. Swerl Detergent 20,950 20,950 From an industry viewpoint, mere 60. Tackle Deodorant 291,040 291,040 mention of the "sandpapershave" 61. Target Toothpaste 2,240 2.240 and 62. Tender Loving Care Softener 156,050 156.050 case caused agency men, clients 63. Vet Beauty Bar 18,830 18,830 film houses to look twice at the scoop 64. Vel Liquid Detergent 107,920 1,017,900 1,125,820 of mashed potatoes they used to simu- 65. Veto Beauty Bar 46,600 46,600 66. Wash-N-Dri Towelette 15,920 30,500 46,420 late ice cream under hot lights, or 67. Wildroot Cream Oil Hair Tonic 596,650 520,700 1,117,350 at the blue shirts used to passfor Grand Total 31,622.34039,743,00071,365,340 white shirts on a tv screen.Along

Source: TvB-Rorabaugh, LNA-BAR. Television Age, November 7, 1966 WHERE THEY SAY IT more and more buying demographi- proportionatelyitwillbegetting cally-buying to reach the young less." housewife, say, rather than the total I The thinking behind thisisde- audience." Colgate media research fined by a Bates media man who centers around reaching "unexposed" frequent said, "Colgateisas aggressive as audiencesandtargeting gespond goes romantic users of a particular product. anyone I know inexperimenting ith a Pittsburgh Plate Glass com- with media. They approach media Since most ofitsproducts are iercialthat featured auto window creatively; they have no predisposi- skewed to women 18-39, the com- lass so clear you couldn't see it any- pany has always maintained a sizable ny, so why not shoot the commer- network daytime schedule.Its day- al with the window rolled down time lineup currently includes four 'd avoid all those reflections from NBC-TV shows:The Doctors,(a le lights?, the Colgate Rapid Shave serieswhichColgatebuiltfrom

Im went into the annals. At the corn- scratch and brought to the network my and agency, however, there re- a few years ago), The Match Game, utedly was no feeling of error hav- Let's Make A Deal and You Don't ig been made. In those days -1959. Say; four on ABC-TV, Ben Casey, '0-there were few regulations on Donna Reed, The Dating Game and mock-ups," and there had been no Dark Shadows; and one on CBS -TV,

'tent to deceive. The publicity didn't .."4-;'" A Andy of Mayberry. In addition, Col- alp Rapid Shave's fortunes, how- A jax is real -unreal .. . gateisinfourchildren's shows: ler, and the brand began to skid- Captain Kangaroo and Underdog on thoughan attackbyGillette's tion to any one medium for any one CBS and Bugs Bunny and Casper brand." on ABC. They buy to about a $1.28 This "look to other media" phil- CPM objective in daytime and up osophy showed up in 1965 spending. to $3-$3.25 at night, according to Outdoor was used heavily for the one network salesman. first time in about ten years, and spot The Colgate-Palmolive name has radio accounted for some $4.3 mil- been pitched on network tvsince lion as against $1.7 million in 1964. the start of the medium. In the pre- (P&G spent $1.2 million and Lever war, pre -network days, when set cir- $117,000 in spot radio during '65.) culation was a mere 5,000, the com- It has been suggested that some pany bought itsfirst shows. After of the company's brands lend them- the war, the move to transferits selves to radio advertising. Colgate, :old Power goes factual successful radio shows to the infant forexample,advertisedTackle,a (Continued on page 77) )amy probably had more to do with teenage skin conditioner, on radio, I slidethan anyanti -sandpaper as well as Wildroot Cream Oil, which .. .as is the devil -wizard onsumer reaction. except for a little network exposure Onceitsmorerecentfantasy- on tv sports shows, was heavy in ality approach had been shownto radio. we worked twice, Colgate found This is part of the intensive ef- self-and its competitors-pushing fort to reach not total audience but e bandwagon along faster and fast- the greatest number of the appropri- .. Ted Bates thrust a gigantic hand ate segment of that total. Says one (Continued on page 75) network sales executive, "Colgate is

!kvision Age, November7, 1966 When George H. Lesch stepped the concept of new -product introduc- Resourceful and able toi into the hot seat as president tion and start cranking them out; and chief executive officer of Col- in order to do this the company need- stretch its dollars, gate-Palmolive Co. in 1960, the com- ed a beefed-up research and develop. pany seemed to have a bleak future. ment program; and since it was all Colgate can yet make Colgate-Palmolivewasdangerously going to cost money. the company gains in this area imbalanced.Inthedecade ofthe had to have the support of the finan 1950's domestic sales had increased cial community. only 30 per cent, to $275.1 million, Perhaps Mr. Lesch's greatest mir- community has aw akened to Colgate's and in the last five years had actual- acleatColgate was hisabilityto future and widely recommends pur- lybeentrending down. However, persuade an arch -conservative board chase of the company's stock.I Typi inthe same period the company's of directors to accept his pay -now, cal of Wall Street's bullish evalua- foreign sales had tripled. from 8100.1 get -laterplanforColgate'srenas- tion of Colgateisthat of Eastman millionto8301.2million.Ifthe cence. He convinced the board that Dillon. Union Securities & Co.. that trends were allowed to persist. quite the company must be willing to in- concluded a recent 27 -page Colgate. obviously the troubles at home would vestheavilytoincreasesalesby Palmolive report by saying the stock eventuallybefeltoverseas:total spending on research and develop- is "eminently suited to conservative growth of the company would stop. mentof new products.Eventually growth accounts.") and Mr. Leschrealizedthat when higher sales should lead to impres- growth stops,lifestops. Company sive earnings and profits. the theory Weaknesses Linger morale, at least on the home front. went. Now, almost sixyears after The company's whole -hearted em- was shaky, and the financial com- Mr. Lesch was given the go-ahead, bracingofheavyandcontinuing munity was increasingly unimpress- Colgate-Palmolive obviously will commitment to research and developed with Colgate's poor domestic per- survive the major surgery it needed. ment. aimed at churning out new formance. The dangersignswere While stillrecovering. the company products, has effected the dramatic evident and time was running out. has begun to growathome. con- turn -aroundinColgate'sfortunes. To some extent, the dominance of tinues to grow abroad and can look But a complete reversal of a multi- Colgate'sforeignoperationsstill to the future with an element of con- million -dollar company is difficult to plague the company's balance. but fidence. achieve overnight ... or evenin six Mr. Lesch has pushed the company years. 'there are other serious areas onto the long, hard road toward a Nett' Products' Role of weakness that linger on and pre- secure position in the savage Ameri- Domesticsaleshaveincreased vent the company's successes from can market of toiletries,soap. and since1960 ata compound annual being all they might be. Some ob- household goods. With their parent rate of 7.8 per cent, compared with servers believe that if Mr. Lesch were on the mend at home, Colgate's over- adecline between 1955 and 1960. tobringthe same resourcefulness seas operations are now better pre- Almost 10 per cent of the company's and imaginationtobearinthese pared to maintain their supremacy 1965 domestic sales were from prod- areas as he did in research and new and copewithincreasingforeign uctsthatdidnotexistbefore products, the company might realize competition. Given the problem of a 1960. Research and development and itsfull promise even faster. foreigntail wagging a sick dome:: - new -productinvestmentshave in- Colgate's media advertising costs tictiger, and aware of the stakes, creased both absolutely- and relative are estimatedtohave been about Mr. Lesch set out to become the agent to the company's growing sales, go- 885 million in 1965. or 21 per cent of Colgate's salvation. According to ing from $9.6 million in 1960 (3.5 of domestic sales. This compares un- his own analysis of the problem, he per cent of total domestic sales)to favorably with an estimated 11 per needed firstto realize three related $29 million in 1965 (7.3 per cent of cent of domestic sales spent byP&G, objectives: Colgate had to embrace total domestic sales). The investment (Continued on page 79)

38 Television Age, November 7, The Colgate line of products is extensive, but wal grow even larger in coming leafs

39 1960 1961 1962 1963 1964 1965 1966( est.) Colgates

: a fortune gi sixyear Consolidated i domestic & 900-under foreign sales MrLesoh

800 Finances: What factors are behind the current elevation 700 of Colgate's shares to a high for the year?

The world of detergent makers is bizarre never-never land in whic white knights assault black dirt; 600 which friendlytornadoes helpti overworked housewife: where wad ing machines grow ten feet tall an giants hide inside them to play gams with mothers and children. It's also fiercely competitive world where sale 500 made in billions can turn pennies int profits of millions.It's a world L which executives are often tempted to play the role of Agent 007: when bureaucrats sounding like the Red Queen fromAlice In Wonderlandtr 400 to determine whether beards are a: tough as sandpaper, whether adver tisingis economic or uneconomic and where all sorts of contradictor) truths can be reconciled. Above al it is a world in which investors have 300 had reasons to be fairly content over the years although periodically their investments move through cycles of hot and cold. A major name in this real and unreal worldisColgate. Palmolive Co. 200 Colgate-Palmolive Co. ranks as on of the largest industrial companies inthe U.S. As a manufacturerit ranks about 79th in size. with sales of over $900 millionexpected M 1966, employs over 26.000 employees 100 - and controls assets valued atapproxi- , 111111 Advertising expenditures mately $500 million. It's a very im- pressive organization. It suffers. how- as Consolidated NM M MOIlin net income ever, only by comparison withits two IIIII MI WIMI INIIWiwiResearch, OM MO development & arch -rivalsProcter & Gamble and new product (Continued on page84) introduction

November 7,1966 40 Television Age, A PROGRAM MAN'S Viewpoints

II brit llakes(I/lit ? factor inthis, sinceitrepresents balanced programming. he sad story is in for the 1967 season and some early 71 Danny Thomas-Seven years in the top 20. Again I i favorites are biting the dust. Some are puzzling as to the clown, the least common denominator of all y. Others are puzzling as to why anybody ever put programs. The lesson here is that Thomas laid an Int on in the first place. The big picture is in and the egg for three years in the wrong time and on the le show is out. But is there any hope for tv product- wrong network until everything clicked. Had he er than feature movies-anywhere in the future? Re- not retired two years ago he would have been ,tly Nielsen published a summary of all-time tv favor - second only to Skelton. His specials still are strong. L. The top of the heap is full of surprises and points He was smart enough to quit while he was ahead he wellspring of future long -run product. Take a look. -and rich. ) Ed Sullivan -12 years in the top 20. The probable 8) The next five shows had 6 years inthe top 20. reasonisthat Sullivanis shrewd about getting Three are clowns: Lucille Ball in I Love Lucy, thc top -news name acts. He himself is an unimportant only female to make the big, big leagues and sadly factor. The act is the star. When Sullivan was sick unable to retire because she needs the money for or on vacation. the show went on and was equally her company; Jack Benny, who went on a little successful. too long at a little too advanced age after a gener- Red Skelton -12 years in the top 20. The clown ation of radio-tv success; and Andy Griffith, who isuniversal.Unfortunately,therearetoofew is young enough to make a record in the future clowns inthe world and even fewer willingto as long as he cares to work. Also, add Talent Scout, undertake a weekly grind. Berle wasone, but. for the warm, homey, semi -comic Arthur Godfrey. apparently. he has lost the touch since his ratings y' ho will remain an outstanding personality of our are sad this season. Cantinflas perhaps could do time. The format was too thin and the talent too it. but he is rich and fat on a few moviesa year. limited for a big-time variety show. May Arthur Jerry Lewis could do it. too, with effort. but he also retire with dignity before he fades away. Last is relies on the less exciting medium of the cinema Bonanza, aformidable champion, which looks to net him the same dollars. Ergo, Skelton will good enough to challenge the all-time greats. The reign so long as he lives and stays active. ingredients of this controlled anthologyare good You Bet Your Life-Eightyears in the top 20. enough to go on forever. Whenour generation Again the great clown, Groucho Marx. ina flimsy fades, another can easily take its place. show formatted to supply a backgroundto his wit The last five are old-timers thatwere a product of the and acerbic humor. Advancingyears was probably early years and ran out of steam: Berle. with his Texaco more responsible for the end of this show than fatigue. Like Jimmy Durante, Jack Benny, and others. time cancels great performers. IJackie Gleason-Sevenyears in the top 20. An- other great clown. Even sloppy shows. lackof re- hearsal,obesityandindifferentperformances couldn'tdullhispopularity.Quitting,dieting. golfing. and doggingithave only added to his indolent charm. Oncemore he is adding another top -20 year. He'llpass Groucho Marx and may yet catch Skelton for thegreat clown award. Star Theatre, as the first great comic, lacked I've Got a Secret-Seven holding years in the top 20. A power; The Colgate Comedy Hour ran out of comics; little show with good time periods and a warm Fireside Theatre was too littlea drama when the com- semi -comic personality in Gary Moore. This is a petition got tough, and Dragnet gotmonotonous. product of early television andseems unlikely to The moral is obvious. Cherchez the comic. Whether continue. Much credit should be given to Moore. he, or she, is in a controlled format, varietyshow or Much as You Bet Your Li/eoffered an opportunity book show is irrelevant. The key is fun and for Groucho Marx, games, belly so this show did for Gary. laughs, smiles, or chuckles. The family is Gunsmoke-Seven tired of com- years in the top 20. A formula peting, racing their engines, the rat western with strong characters, race, and the struggle this show proves for survival. Help them relax and forget their the desirability of the cares and action format if it is made the rating world is your oyster. (Whatever happened to consistent and believable. Thereis no real fatigue Charlie Chaplin?)-J.B. ision Age, November 7,1966 41 Film/Tape Report

HAND -PAINTED ORIGINALS with the reader filling in some of the side the U.S. and here outside Probably themostcostlystory - movements, and following through 50 markets in the Celanese buy. hoards in the world are those used on indicated movements. There was The lineup forThe Men, Grii in the production ofMarvel Super a difference, however, between other Showhas reached 60 markets in Heroes,a half-hour color series pro- forms of limited animation and that U.S. and Canada with the addit ducedbyGrantray-Lawrenceand developed by Grantray-Law retire: lastmonthof 11stations:wi syndicated byKrantzFilms. The "Contour, shadow, realism of the art- Tallahassee. 1VGA L -TV lballeag original drawings made by Stan Lee work is preserved faithfully:if ac- W M(:r-Tv Memphis. WSIX -TV N8 and his cohorts for the several Mar- celerated tofull animation, the ef- Ville.wcsit-TvPortland, wuz vel comic books are usedforthe fect would be caricature, cartoony." Bangor. wilic-Tv Greenville. KCND show. AccordingtoRobertLaw- "We have to meet the expectations Pembina. w TN -TV I I untingt rence,executiveproduceronthe of 16 million Super Hero fans," Mr. vrA111-TV Lafayetteand Km series, they're in great demand by Tacoma. Five of the stations in .1. collectors of camp art-and offers of lineup, among them two of the m hundreds of dollars have been turned corners. are taking six shows a wet down for some. WTVJ Miami, w-Tvo Rockford. WS How do you animate from draw- TV Nashville. K ETV Omaha, W 11T11 - ings thatlater were reproduced in I I Wit ngton.WestinghousePt color newsprint panels? A couple of gram Sales is the syndicator. years ago, Mr. Lawrence recounted. Seven Arts racked up eight a, Ray Patterson and Grant Simmon,-. sales,withThe Pro/essionalsha who had been teamed up with him hour going to W AR -TV Baltimo inGrantray-Lawrenceeversince WTVII Richmond and WSV A -TV Harr 1953. found a way of animating the burg:The Beatles' Big Night G artwork through xerography,with- going to wrsitc-Tv New Haven a outlosingfidelitytotheoriginal WS! X -TV Nashville:En Francehitti line draw ings. They had been tinker- its 77th market with sale to W IlYN- Springfield: VIIRE-TVWilkes -Bar ing with the process for ten years. Meet 'TheAmazingHulk' Once the process was perfected, Mr. taking oneBoston Symphony cc Lawrence together with Steve Frantz Lawrence said. (That's the combined cert.andThe Discophonic Sce. acquired tv rights to several of the circulation of the Marvel comics). going to WIIRZ-TV Baton Rouge. comic characters from National Pe- The realism is enhanced, he contin- Triangle'sfivevhftvstatio riodical. This, he pointed out, was ued. by the use of sound and sound signed up for the ABC Films li well before the advent ofBatman to effects as artful as those in feature feed ofNew Year's Eve with GI tv. films. "There's heavy viewer involve- Lombardo.In addition to the Ti Working with the existing artwork ment in the series:the kidsreact anglefive(wFIL-TVPhiladelphi ontheSuperHeroes - Captain to their heroes." Among the fans he 1VSIIA-TV York. W p -TV Harrisbur America. The Mighty Thor. The In- numbered a host of college students. W LY II -TV Lebanon. w I IC -TV -Ne credible Hulk, Sub -Mariner and Iron Inhisvitn,.SuperHeroeshas I thefeed was bought la Man - GrantraN -Law retire went to brought realism to the tv animation month K GG NI -TV Albuquerqu work making the 65 -half-hour epi- form: thenextstage, he preditts. Vii -Ty Bangor. Kano -Tv Colors( Isl sodes. The crux of the processis will be The hit. Springs. WAG NI -TV Presque the transfer of the black -and -white WSJV-TV South Bend. and KV0A-1 ha) linedrawingstoanimationeels ON THE DOTTED LINE Tucson.Sofar42stations xerographically. By the summer of Celanese Corporation made a deal signed up for the show. to be aim Grill. 1966. Grantray-Lawrence found that with Four Star InternationalIII from New York's Roosevelt productivityhad increasedtothe underw riteadozenmusicalhour !Meanwhile.MidwesternHayria rate of 200 feet of animation output specials.to he produced by Four continued to gallop along. withsalt per animator per week. as against Star. in some 50 markets. Four Star totV-rVT Tampa. WIRL-TVPeoril less than a tenth of that for classic will also produce five more specials. 117.7.M -TV Grand Rapids Kalamazo full animation, a la Disney. as options for Celanese. The shows and WCSC-TV Charleston. ABCFiht Was the new process limited -ani- will be video-taped: each hour will also chalked up sales ofGirl Tal mation? Mr. Lawrence said that in bebuiltaround well-known enter- toK VOA -TV Tucson. KFRE-TVFresm Harvey Cartoon , effect,the comic book form itself tainers. Four Star retains the right W K BW -TV Buffalo: Springfiekil wasa kindoflimitedanimation. to syndicate the package both out- to K TUL-TV Tulsa, KYTV

November 7,196: 42 illTelevision Age, ,iJ-TV South Bend and WHDH-TV 1/11;Buck Rogers & Flash Gor- Advertising Directory of

I toWECT Wilmington,Wyatt to KCRL-TV Reno, andOne Step :ndto KDKA-TV Pittsburgh. SELLING COMMERCIALS !Iperman Tv Corp.soldThe Adventures of Supermanin 20 markets:WKY-TV Oklahoma

WTVO-TV Rockford, KTVT Dal - lcushnet Reach, McClinton Chesebrough-Pond's William Esty WEAR -TV Mobile, WTVN-TV Co - u9, WBTV Charlotte, WSTV yenville, WLW-D Dayton, KOGO-TV a Diego, WKBW-TV Buffalo, WSJS- reensboro-Winston-Salem, KTSM- a Paso, WICS-TVSpringfield,

: . . -TV Chattanooga, KCPX-TV Salt -It 'Ilk City, WCKT-TV Miami, WCSC-TV I1 leston, w PTV Palm Beach, VVRDW- CAUL KIM & LEW GIFFORD. New York FILMEX. INC., New York V ugusta and WGN-TV Chicago. J ry Weisfeldt, president ofTv itina Sales Corp.,reported sale f:adaboutCaddis,The Flying Alberto Culver Command Knox Reeves ClarksGum Leo Burnett is,rman,ineight more markets a.

1111 Id the 70 markets in the Liberty

allineup: KZAZ-TV Tucson, GI U WI ry Amarillo, KELP -TV El Paso, VII -TV Monahans, KOAT-TV MAI- v J,11- aelue, KAKE-TV Wichita. KCPX-TV Ilia ill' 410,.,,,,.1," all..ake City and KBOI-TV Boise.

:.laeferBeer.through 1311DO. avolled the RKO General SARRA-CHICAGO, INC. STARSK STRIPES PRODS. FOREVER, INC.. N Y isPresentations Madison T Garden telecast of the Na- oilHorse Show last week in 17 ants: New York.Philadelphia. Archway Cookies Marineau Advertising Cogate "007" as n, Washington, Hartford, Leb- Ted Bates 16 York,Scranton, Syracuse. . RI xgfield,Binghamton.Portland. athester, Bangor, Albany. Cleve- SOS -, e nc and Norfolk. The 90 -minute 1.1111 olo special is being shownin those NiNekli ants on a number of datesin . 11111 av nber.

...1 -..- J.k ' Lynn, vicepresidentof . PANTOMIME PICTURES, Hollywood s -Lux Tv,reported the follow- PM. PRODUCTIONS, INC., New York vent sales:Gigantorto WMAR- tItimore,The Mighty Hercules EM -TV Spokane and witEN-Tv

Bama's Savage. Kerr & McMillan DanvilleCigarettes Foote, Cone & Belding use:The American Civil War II 11141 SN-TV Milwaukee and KBYU-TV t.." - ;It's a Wonderful Worldto .... .=,, TV El Paso:Felix the Catand Mighty HerculestoKFDA-TV 1110.

. 1 oad. Trans -Lux Tv Internation- .. . I d Felixto Tele-Luxembourg, o uropean Circuit Tv Hotels in in, and, along withThe Might) KEITZ & HERNDON, INC., Dallas VIDEOTAPECENTER, New York les, to The Voice ofKenya in

don Age, November 7,/906 Nairobi.Krantz Films, distributor cationsCorp.,whichrecentlyac- VITII-TVPhiladelphia.design of Trans -Lux shows in Latin America quired Cardinal. The Field shows are teach three -year -olds how to and Canada. soldMack and Myer for The Bill Veeck Show, Conversations starting with one new word each' Hireto Tv Tupi in Sao Paulo and with Dr. Alvarez,and George Pier - and building up to phrases and r CHCH-TVHamilton. Ontario. rot'sWorld Adventure Series.Harry tences. Starting lineup for the se, Folts, sales manager for the John- is Triangle's other stations: WNHI SYNDICATION SHORTS stonoffice,isin charge of the tv Hartford -New Has mi.55 \la -.ry hamton.wFUG-T\ lit Jot-. LakinLast 01 the Missis- program service. sippiofprogramsformerlydis- Triangle Program Saleswill town. K FRE-TVFresnoand WE tributedby Cardinal programsis start syndication ofWordland Work- Lancaster -Lebanon. being handled by the G. H. Johnston, shopfor airdates beginning in Jan- BarryLawrencebought Inc.. Tv Program Service, along t itli uary '67. The program is a course rights toHowdyDoody from NI. other properties of Field Conniiiiiii- of195half-hourtapes.madeat TV. He plans to do a cartoon vers of the show. Golden Arrow Films issyi1 eatingBucky and Pepito,7,2li minute color cartoons, andFarm Fantasic.s:threehourspecials Here's the new addition color-TreasureIsland, Rip I Winkle, Aladdin's Lamp. to beautifully solve Independent Tv Corp. sold1 Prisoner,a British series withPall any assignmentin h.Goohan. to CBS -TV for niAt s -in.Earlier. ITC sold another Ir film for TV and minute series,Man in a Suitcase I. Motion Pictures. to ABC-TV. ITC is also volved in co -producing with ABU; a documentary on the Amazon. the works isa two-hour drama

O'Toole, and a revival ;

\ ;;;;1 ( ord.-.Present Laughter.

FRIEBERG'S NEW ONE Hardie Frieberg resigned as pre dent of Telesynd to become preside ,P; of a new production and syndicati; ee eGe company called Imperial Tv Inc. T eF company has already begun synt eating two series and a bundle 15 features made inEurope. T seriesareFrankieFuture-Sup fetter152half-hourcartoons color IandFaces of Ilan(39 ha hoursincolor.withMacDona Carey). In completionis Women the World,a series with JohnDal Mr. Frieberg said that series at specials will he the main thrust It's our new name - but with old know- isopt how by pros - in color and black and the new organization. He white. Using the finest, most diversified rnistic about the growth possihilitii equipment to produce the very best in quality and creative achievements. And on time! ofthe syndicationfield,especial We welcome the opportunity to discuss and help with the rise of the uhf's and the e plan your next assignment. No obligation, of course. ft Send tor the nen L L [astern brochure deschbone all our services pansion of the overseas market U.S.properties.At present he 1E--' L+ L.E,as, ternEiff41, Inc. actin York 21 working on acquisitions of

OP229TICAL', EFFECT'S -.NANelMw N PHOO ,ct,s261.--35r adventure features from a variety \*Lj16,nn, -COLOR ANO BLACK AWHITTE R LABORATOR, international sources, and discussin plansforseriesco -production I North Africa, France and Spain.In

7 44 Television Age, November ial also plans to go into co -pro - lion of features abroad. Advertising Directory of the features will be dubbed in

ot York."It'sworth theextra t," Mr. Frieberg said, "to get first - SELLING COMMERCIALS dubbing." 'he Imperial executive noted that ny big -city uhf's are nowspend -

Eastman Kodak- Instamatic Camera J.W.T. as much as thevhf's for good Indiana Democratic Party Ruhen Adyertisiny

Les,in order to be able to com- and he thinksthistendency ... . Ild become more prevalent. until WO* iiiihiiiiii . . k, oint is reached when prices level iiiiiiiiiiii as the u's becomes solidly estab- ..... 5 GREAT HOOSIERS ed in their markets. ,,,,,,..,,,,, 'he growth in overseas markets is --.A.. inning to provide a cushion for ...4 or*** k**** . distributors, Mr. Frieberg said. GERALD SCHNITZER PRODUCTS, Hollywood amortizing some of the produc- THE FILM-MAKERS, INC.. Chicago ii cost. He also said that co-pro- iltion may grow byleapsand b ods in certain countries abroad- First Federal Savings LouisE. Wade. Inc Indiana Nat'I Bank Caldwell, Larkin n. the U. K. where costs approxi- ow those in the U.S. (unless the sinrunsfirstinBritain)-but in. France. Ireland. Australia. A am AT 20TH 'wentieth Century Fox -TV split op Alii1 Ili !syndication department into two ai sions, domestic and international. THEFILMMAKERS. rNC..Chicago THE FILMMAKERS, INC., Chicago W LIAM L.CLARK was promoted frn Eastern division manager to Imi up the domestic operation. BILL

Ford Corporate Grey Advertising Knudsen Sour Cream Grey Adertising a

I 1 *7 - '

i 11 o

le 4111. v. .

FFA INC., New York SANDLER FILM COMMERCIALS. INC Hollywom

.inens, 20th's UK tv sales man- Hills Bros. Coffee Foote, Cone S.Belding Lark Cigarettes J.W.T. ., was named to head tv sales for . - . - ope and the Middle East, and 1 III BERT LAZARUS vas was named to co - -iii: ------_ems or nate the New York end of the 1111Pr 1 inrnational operation. Mr. " , .., Lazarus . AI been manager of sales coordina- in the New York office. `-... Ir. Clark, 20th'snew general sales .,.. urger, said that features will play ROBERT CARLISLE PRODUCTIONS, Hollywood role of increasing importancein HERB SKOBLE & ASSOCIATES, New York activities of 20th Fox Tv.espe-

ision Age, November 7, 1966 15 cially the so-called "middle" pictures, sales at Seven Arts Television. Mr. resigned his post as sales account family pictures suitable for any slot Harper had been a general executive ecutiveith the NBC-TV network butashade below networksale- ith the parent company, Seven Arts take the new post. Mr. Adlerwills ability.Dubbed pictureswillalso responsible for sales and program come into the syndication picture in velopment, including the 14 feats a bigger way, Mr. Clark indicated, as vehicles for late night slots. The company is putting great em- phasis on the role of station repre- sentativesinprogramsalesthese days. Itis sending monthly reports to reps on the status of syndicated programs, and is considering staffing a specialistinrep relations. From time to time it also circulates reports on programs and program availabili- MR. HARPER ties to media buyers. Productions, Ltd. He continues as ex- Mr. Clark said 20th is looking for ecutive vice president of REA Ex- MR. ADLER vehicles with staying power. whether press -SevenArts Transvision.Inc., of U.S. or foreign provenance. Of the company's travel entertainment films which Tors is making for Pal greatinterestarepropertiesthat subsidiary.BeforejoiningSeven mount release. "many of them u could lend themselves to afternoon Arts. Mr. Harper was general sales tv pilot aspects." stripping, and anaction -adventure manager of Samuel Goldwyn Pro- MAURICE H. ZOUARYset up office hour to go into late -night. ductions, andearlier, was general a film consultant to the tv industt sales manager of MGM -TV. ihile continuing as president of t ZOOMING IN ON PEOPLE SHERMAN ADLERjoined Ivan Tors Filmvideo Releasing Corp. Amo. RICHARD E. HARPER hasbeen Tv. a nets Iv formed division of Ivan hisclientsare Emery Pictures named vice president for syndication Tors Films.Inc.,as president. He Toronto and New York, and Ada! Broadcast Services. SID COHEN joined American Intt national Tv as West Coast sales ma alter. covering 11 western stales.I had been withOfficialFilms,ai before that with Allied Artists T Inthe New York office of Al -TI High band HAL BROWN, who had been the con path's Western sales manager. too over as assistant to Stanley E. Dude solved a lot of problems... son.vicepresidentincharge distribution. citARLES COHEN joined Officii except one: Films as director of advertising an publicih. a new post. He had bee Color banding. Those annoying horizontal streaks of th 211th Century -Fox. \\ arne Bros..EmbassN.Cinema\ Dim color so often seen in color tape playbacks are now a tributing. and Metro-Goldw% n-Mayet

thing of the past, because of a completely new device Group W promoted JACK FELDMAI called a Velocity Compensator. to the new position of manager o operations, Group \\films.Ilehr This electronic corrector, manufactured by Ampex for been in Group W's program depart their high band video recorder, is available only at ment as production manager.and Reeves. Let us show you before that. production co-ordinator Screen Gems promoted JEFFROSE just how good color tape EEVE to Eastern publicity and promotion can look! Call our video REEVES SOUND STUDIOS. A DIVISION manager, continuingtoreportfr REEVES BROADCASTING CORPORATION dept. at (212) OR 9-3550. 304 E. 44TH STREET, NEW YORK, N.Y. 10017 Johanna Grant. SG's Eastern pub licit). director. Mr. Rose joinedthe company in1962. after four year' with CBS -TV. Earlier he wasWith WNTANew York.

Television AgeNot ember 10t,tr BARLES WEINTRAUB resignedas presidentin charge of West Advertising Directory of st operations for Tele-graff Film 3. and as head of World Inter- onal Film Corp., Tele-graff's pro - SELLING COMMERCIALS ion arm. \MOND JACOBS joined Unit Five i Corp. as director on a forth-

ing series of five-minute humor - Plymouth Young & Rubicam Max Factor Carson/Roberts shorts. JGENE W. MOSS joined ABC Films

tanager of the research depart. I.) in yr., t. He had been with CBS Films N p . <, 112 years as sales promotion and Plymouth is outpoover irchdirectorfor CBS Films' :esticandCanadiandivisions. ter, he was at WABC-TV New York iirectorofsalesdevelopment N. LEE LACY/ASSOCIATES LTD., Hollywood PELICAN FILMS OF CALIFORNIA, INC. ializing in research and merchan- g, and before that was adver- ;and promotion managerat

TV New York. Miles Laboratories. Inc I.Tinker & Partners Quaker Oats Co. Compton Advertising ICAR KATZ joined General Artists asseniorvicepresident- 1.. . . 'wood. He had been executive it president in charge of produc- :_. _ ,4 io for Desilu Productions, and for .6 ears before that was with CBS, the he had risen to vice president r1),grams at the CBS -TV network. ,,,,, p,-- ItRY FRANKEN joined Bill Burrud FILMFAIR. HOLLYWOOD WGN CONTINENTAL PRODUCTIONS, Chicago !auctions as vice president and en al manager. He had beena pub- 'a senior account executive, with

tdden, Strauss, Eddy & Irwin. Morton Chips Crook Advertising nfore that was advertising and Royal Crown Cola D'Arcy 7' 7- 7111 city director for National ' 3 :res and Tv (now called Na- 111119 1 General). Earlier, Mr. Franken t radio and tv producer.news - _ up man. and columnist. . .

, _ P Ul KCUTS in A I

.-.. 6 On the al thouse circuits.Peli- : itraleti .:tr: 1$14.70..... \I ' , % - '..):1\ : IAMIESON FILM COMPANY, Dallas ilms hasa mixed media ver- MOPPETS. INC., New York of Gogol's The Nosemaking ounds. The narrationisby lore, the well-knownmaster of 'iggly Wiggly Stores Shell nacabre. The film, Ogilvy & Mather about 10 1 esinlength,usesblowups. graphs,caricatures. andcar - to recount the history ofthe k, t proboscis. Olt.; SIDNEY P. SOLOW, presidentof didated Film Laboratories,was d president ofthe Association lema Laboratories. .v: BANDELIER FILMS.Albuquerque Lee Savage,creative director TV GRAPHICS, INC.. New York vage Friedman, returned from

ion Age, November7,1966 I; London, where he worked on com- Last summer Mr. Leigh, perk mercials for Erwin Wasey, Ltd., to one of the few composers ever be present at the vernissage of his supervisetheentirefilmingof one-man show at New York's Kras- commercialseries, shot a 1 ner Gallery. S -F has anofficein Mitzvah for Stella D'Oro biscuits Bolsover Street in the West End. Rome. 1The Italian bakery ma At the Chicago office of Young Egg Kiehel and Mandel Toast. MUSIC & Rubicam, John S. Sheasby(I.) addition toits line of biscotteri. was promoted to director of tv pro- He alsofilmedaspotforSt( duction, and Shevard Goldstein (r.) D'Oro spaghettiin Rome. and other commercials forotherpi. PRODUCTION ucts from Stella D'Oro). Meanwhile. headquartered in WarwickHotelduplexon PROBLEMS? York's network row. the Music NI, ers staff, headed by RalphKessI creativesupervisor,and floui- Cable. has been busy on scores scores of tv campaigns. A recent ample: the new Benson & Hedt CALL US COLLECT, joined the agency as tv /radio pro- "Advantages and Disadvantagt ducer. Mr. Sheask has been a pro- campaign. for Philip Morris and duceratthe arenafor thepast agency. Wells. Rich &Greene. Ott RIGHT NOW... year. Mr. Goldstein was in account currentopuses:"Governor Rod, service work at m NEM-Tv Saginaw, fellerfor Governor." Jack Tinkti where earlier he was a staff director. "Minipoo.- Daniel & Chad( FROM ANYWHERE! Dream Whip. Doyle Dane Bernbac' CUSTOM-MADE FOR TV LeesCarpets1 Burlington I. Do! Mu- The 11 Ginip.inic.- Dane Bernhach. (212) 7651742 sicMakers. \ lark Century. et( .1are preparing to market a new service THE COMMERCIALS MAKERS of sight and sound aids for tv sta- HOWARD LINKOFF EUI Creative music consulta- tions. Called Color Scope, the service tion, selection, editing, Screen Gems as sales representati will he the tv equivalent of the Radio andproducer.Mr.Linkoffh mixing, equalizing, scissor alaCarteservicedevelopedby tracking. Mark Century and now inuse in some 100 markets. We've got talented people Itwillconsistofavarietyof in all departments...PLUS openings and closings, program aids, slides.billboards and showcasings, the world-wide resources combininganimationandlive -ac- of CHAPPELL MUSIC tion.The musicalaccompaniment at our fingertips. So... for the elements is being composed and recorded by Music Makers; the visuals are farmed out. Milton Her - son, presid ht of The MitchLeigh CALL US COLLECT, Companies (and founder, in1962, of Mark Century)saidthe Color MR. LINKOFF Scope package would be custom-tail- Pr RIGHT NOW! oredforeachstationsubscriber, headed his own firm. Lantern th with callsigns, logotypes, symbols ductions. since 1963. and before and motifs identified with the sta- was a sales representativewith MP tion all worked into the material in Videotronics and VPI. (212) 7651742 La New York. Pelican Films acquired lit MusiCues Corporation Meanwhile, MitchLeigh.whose CaloniusProductions. with comingintoPelican 117 West 46th Street Man o/ La Mancha is settled into a Calouius animation director. He willalso d New York, New York 10036 long run on Broadway. is hard at work on a number of commercials red and supervise live-action co scores and on Chu Chem, his new mercials. in addition to thean which he b musical which opens shortly. tion work, a field in

Television Age, November7, pialized for the last 15 years. Mr. Kennedyforproductionsatthe 0.nius started his own company White House, was before that chief Advertising Directory of 952. after a 11 -year stretch with of the tv division of the Army Pic- torialCenter,where he produced SELLING The Big Picture, a weekly half-hour COMMERCIALS

Speidel-British Sterling The Marschalk Co.

. al

... MR. CALONIUS

Disney and a wartime stint as TVA-LEMOINE ASSOCIATES. INC.. New York MR. IIEFFEREN :tor of animation for the U.S. 11 Corps. color documentary series for the De- tedstillphotographerJolt \ partment of Defense. SINGS, ss ho has EDWARD A. "JACK"PRICE was been making Tab the Marschalk Co. nercials inrecent years, joined named president of Vogue Film Pro- .";W1k.--;°1 ra Films asdirector.lie had ductionsinLouisville,succeeding .. t 0 * . freelancingwithElektraon the late Hal Vinson, founder of the r 2 A :.: Ai '..Tott-: 0.60" a ;:,.. firm. Mr. Price, who joined Vogue - for Westinghouse, Avon, Coca- ... o, Thermodent.andAmerican two years ago as vice president and ... 4.1.,. - -.-...c.f... cco. generalmanaeer, wasearlierthe .,....., ..ct. "!::'A:cf4kf,, --- mFair elected BF:\ Nolt MAN toa audio-visualaidsdirectorofthe .

)1.,_.., presidency. The producer - Studebaker Corp. for 18 years. ..3i.: IV torjoinedtheinternational It, .1 i` CI. : . . , nakingoperationearlierthis DOUBLE TAKE LIBRA PRODUCTIONS.PRODUCTIONS. INC.. New York and has produced commercials iu help :station:-get more mileage then for Goodyear, Procter & from the feature films they already )le. U.S. Borax. Fairchild have on hand, now that the supply of Westinghouse ra,GeneralTelephoneand movies available to tvis dwindling -McCann Erickson vnics. Before joining FilmFair. and those already on station shelves iorman was a tv production di- are showing signs of wearout, Kent

at Doyle Dane Bernhach. Goodman has come up wih a game ,NCISI.IIEFFEREN itt,less for- giveaway format called Look -Alike lgly known as "Frank." joined Theater. Stations taking the contest so tape Productions of New York ideapre-screenfivefeatureseach noducer. Mr. Hefferen. former- week, andineachfilm pickfive pecial assistant to Mrs. John F. characters to be listed as the daily ELEKTRA FILM PRODUCTIONS. INC., New Yorl

ON ELLIOTTPRODUCTIONS

Yardley of London Johnstone. Inc. Specializing in ...4,7Itir 1'1 siAlli 1111 Unique Post -Scoring fr, Complete Recording and Film Playback Facilities

Nc - est 40th Street 'Work 18, N Y Etii WYLDE FILMS, INC., New York A i-9677

49 "look-alikes." (Life magazine), Y&R; Sylvania To Lou, wet -chits lamp). Kudner. At the opening of each feature telecast, the station runs the names Elektra Film Productions, Inc. Jefferson Productions Completed: FirstNational Bank 01 of the dramatis personae, not their Completed:P.Ballantine & Sons(bev- lanta(bank services), Marschalk; I pictures. The objectisto getthe erage), SSC&B; Gillette Safety Razor Co. Cola Co. (Tab), Marschalk; General (shavingproducts,deodorant),Clyne tric(power tools), Maxon; Procter viewers involved in continuous view- Maxon; Coca-Cola Co. (softdrinks), Gamble (White Cloud), D-FS; Ge ing so that when one of the listed Harold Becker; Brown & Williamson To- Mills(Stax), D -F -S;McDonald's bacco Co.(cigarettes), Ted Bates;Col- burgers),Hege,Middleton,Neal; characters appears, the viewer can gatePalmolive(floorcleaner), NC&K; CitizensBank(bankservices(, 1,1 GeneralElectricI refrigerators),Y&R; CCB (bank services), Knox Mane) ponder whether he or she knows any- U.S. Plywood, K&E; Thomas J.Lipton body who resembles the actor. (salad dressing), Edward H. Weiss; J. W. Reitz & Herndon If the viewer knows a look -alike, WilliamsCo.(sleepingpills),Parkson Advtg. Completed: Doktor's Nasal Spray, he can send a photograph of the per- In production: Atlantic Refining Co. (gaso- Braniff Intl (air travel), direct; Ft. NI son and compete for prizes. line), Ayer; 3M (Scotch Tape), MJ&A; Star Telegram (newspaper), Good= Theo. Hamm Brewing Co.(beer), C -M, Assoc. Each week the winners are an- Inc.; Westinghouse (blender), M -E, Inc.; Inproduction: Dr Pepper Co.(K American Tobacco Co. (cigarettes), Grant; Seven -UpCo. (soda),di nounced from the previous week's BBDO; Aspergum (pills), Shaller-Rubin; Seven -Eleven Food Stores, Stanford;: entrants. The winners in the daily Avon (cosmetics), Dreher; Colgate-Palmo- StarGas Co.(gasproducts), BB contests become eligible for jackpot live(floorcleaner),NC&K; American Southwestern Bell Telephone, direct; Chicle Co. (gum). Bates; Cushion Grip Brand Chili, Crook; Houston Post (I prizes awarded at the end of each 13 Co. (adhesive),Shaller-Rubin;Diaper paper), Goodwin, Dannenbaum, Liu weeks. Magic (soap), Clyne Maxon, Inc.; Chunky & Wingfield; Bama's Best (Barra lot (candy), JWT; Brown & Williamson To- Savage, Kerr & McMillen; Continents: The contest format provides pos bacco(cigarettes), Bates; Rescue (soap Co. (Conoco Gasoline), Frank: Bon local -advertiserand pads).BMX);AtlantaDairies(dairy Dairy(dairy products), Tracy -Locket sibilitiesfor products), 'fucker Wayne & Co.; Reming- store identification and merchandis- ton(typewriter), Y&R;Lakeside Toys Logos Teleproductions ing. Mr. Goodman said the contest (toys),Slialler-Rubin;NationalBiscuit Co.(cookies), M -E;Thomas J.Lipton Completed:C.Schmidts &Sons, should do much to revitalize station (package dinner), Weiss. (beer),TedBates; FordMotor (Thunderbird). JWT; Atlantic Rica feature films, since "everybody has a (AtlanticOil).Ayer;Richmond s lookalike,and viewer involvement. Utility(gas). RobertKlein;Pittsbh E(1 Prtoitirt Nat'l Bank (banking service), KM&G participationand subsequent word Completed: ( Milk -Bone dog bis- of mouth should build audience for cuits), K&E; General Foods Corp. (Post Lou Lilly Productions, Inc. the stations running the formal. cereals). B&B; Insurance Co.of North Completed: Royal Crown Cola Co. (so, merica( insiivancel Ayer;Time,Inc. D'Arcy: Procter & Gamble (Van -0), (1

Clorox Co. (bleach), Honig -Cooper & rington;Mattel. Inc.(toys), C.R. In production: Royal Crown Cola (so AWARD WINNER D'Arcv Tv1(-.1 ape 1'1.4)41(1(.60ns (:ompleted:BuitoniProducts(Mari) sauce/spaghetti). AFGL; Philadelphia tional Hank (banking servicest, AF; Ballantine Brewing Co. (beer), SSC& lIurakami Wolf Films Completed:SparklettsDrinkingW(, D -F -S; Pillsbury( Funny Face gelatin,) Juice),Campbell-Mithun; Best F1' (Skippy choppednuts,peanutbutt D -F -S;ContinentalBank. Earle Lull & Co.;1),I Monte (tuna). C -E; Carnal t: (:o. 'evaporated milk), Erwin Wasey; ecutivc Pictures Corp. (Never Steal thing If et -titles). direct; Foremost Dili'1. (icecream).D -F -S; ChickenDell 'fillsand Calm; Pacific NorthwestI. (Yellow Pages. long distance and toy' one). M -E; Kell )) (Sugar Smacks, gar Pops). Burnett; ForemostDairies 1' ' Lo), D -F -S; Bosco (chocolatedel. D -F -S;Sunnyland Juice Corp.(Spa Frojen:ContinentalIllinois Bank, E I Ludgin & Co.; Mattel (billboards), Eel Roberts;Procter & Gamble(OrYd Shown above, an illustration from -.liming Visuals.' D -F -S; General Mills (Frosty-O's).111 Malt -O -Meal Co., CampbellMithun; We are quite pleased to announce that our little film. "Moving fornia Canners and Growers(Heart's Cunningham Visuals", has just been awarded the Golden Gate Award (Best in Ii 111 t apricotnectar), W alsh;K NBC( promos) , JWT. its category)for Filria-As-it.at the San Francisco International In production: Lucky Lager(draft lwi Film Festival. BBDO; ForemostDairies(iceera D -F -S;Max Factor Co.(Internation: I Wilbur Streech Productions, Inc. 135 West 52nd Street direct;Best Foods (Skippy peanut>t ter), l) -F -S; Roman Meal (cereal). New York, N.Y. 10019.11. '2-381( First National Bank of Cincinnati,Rich Peck Ally.

is 50 Television Age, November NOVEMBER 7, 1966

TELEVISION AGE REPORT

a review of current activity in national spot tv

!eleyision may he a boon to the announccinctits can mean alotof noun( ement canbe cancelled atthe politician, but how good is pol- money for a station." lastminute,"remarked one buyer. :s for tv? As the votes are tallied "Allthe political spots dois "But the buyers' main concernis tund the country this week, sta- mess up the avails sheets for a couple withpre-emptedspots. Especially ns are adding up their revenue of weeks," remarked one rep. "The when it's for a test market product, m politicalspot announcements money usually isn't that good; most when you're closely watching per- the reps and buyers are counting of the announcements are OTO, for formances based on a certain sched- the make -goods on spots displac- one thing, and in primetime when ule, pre-emptions are really a prob- by the political messages. another advertiser will usually have lem." kt the risk of biting the hand that to be pre-empted." From the station's point of view, ds them. some reps and buyers "As far as the rep is concern- it's interesting to note thatthe OTO ered these comments on the effect ed,"saidone,"they're a damn announcement, althoughit may in- paid political advertisements on nuisance. Since most of the spots cur the disapprovalof the pre-empt- it business: areplaced locally, they don't even ed advertiser, brings in more revenue "Wouldn'titbe nice for spot bring us any more money." than the scheduled advertiser's spot unessifelections took place in "The stationsaremore hurt which is usually based on a discount truary. say? Then atleast,the than helped, because a political an- plan.Allpoliticalannouncements, iticaldollars would have some by the way, are paid for before they ue in inflating the generally de- air, even if they are handled through ssedstateofbusiness.But,of an agency. use. they come in during the spot The general consensus?Political uge." says one buyer. announcements are a fact of broad- "Political spots area necessary casting life, but they're often more I," notesone rep sales manager. trouble than they're worth. station exists toserve the 'public rest. necessity and convenience,' Amongcurrent and upcoming Ia station manager who doesn't spot campaigns from agencies and ept political spots would be hard- advertisersacrossthe country are to explain his decision to the the following: C when his licenseis up for re- val.It's sometimes tothedetri- Borden Co. nt of national spot business, but At Ted Bates & Co.,Inc., ferry (Needham, Harper & Steers, Inc., N.Y.) a market where there isa hot and Seuferling is Colgate group buying Ivy A seven -week campaign for WHITE political contest, political manager for the west coast. (Continued on page 56) evisiggn Age,November 71966 51 V beautiful, color -full MULTI -CITY TV MARKET (111410. sales scene ... j IISsaSsONT. 40k ewo (.01111. wgAL- TV 041,(...

READING Channel 8 is one of the country's most effective color .... stations.Itsmulti -citymarket-including Lan- - HARRISBURG N caster, Harrisburg, York, Lebanon-has reached S

19%* color penetration.Alllocal programs are LANCASTER YORK colorcast live, on film, or via color tape recorders. (401111. 111.G (0 ......

It is an NBC full color affiliate. GITTTSBURG "

NNNNN 110.0 *This statistic is based on June 1966 Nielsen estimates and subject to inherent limitations of sampitny techniques and other qualifications issued Du that company, arailable upon request. 41.,0 111INiwttil 'INsk.c.44,

EL 8 .....SON wgAL- TV NLancaster,Pa. tOUDo.sou re. seal Representative:The MEEKER Company, Inc. 0.1LOYIlir New York Chicago Los Angeles San Francisco -, 316,000 WATTS

I - - - ateK To Sciloot

Steinman Television Stationer Clair McCollough, Pres.

WGAL-TV Lancaster -Harrisburg -York, Pa. KOAT-TV Albuquerque, N.M.

WTEV New Bedford -Fall River, Mass./Providence, R.I. KVOA-TV Tucson, Ariz.

Television Age, November 7, PO am

One Seller's Opinion ... A PLAY WITH NO CURTAIN IOWA CEDAR RAPIDS

Tuesday, 10:45 a.m. Rep's phone rings. His girlanswers. Typical ROCKFORD

availrequest:"All markets . . . women and women 18-34. . . DES MOINES CHICAGO

ratings and homes, too . .. 30 GRP . . .early and late fringe, EORIA prime minutes . . . piggybacks . . . products notsetyet . . . must have by tomorrow as we'll work late to make the buy." IN THIS ILLINOIS Tuesday, an hour later.Joe Rep hears from his girl: "They must have avails right away over at John Buyers' shop. He's buying to- TWO STATE morrow night." Joe makes mental note to work on avails when he gets back to office. AREA. .. Tuesday, 5:45. Rep'sgirlshutsofftypewriter. "What about John Buyer's avails?" Joe answers: "I'm doing themnow.I'll leave 'em "iisour desk, so you can type 'em up first thing tomorrow." J$1 11ednesday, 8:45. Girl starts typing. Wednesday, 11:45. It's 15 phone calls and five crises later, but avails are finished. Wednesday, 2:30. Joe Rep arrives at in agency. Receptionist calls OC ILLINOIS I pause) "You may go in. .. you're lucky to be first." 'S THE O Wednesday, 2:55. Joe is winding up pitch:". . . and that's why our late news delivers more women 18-34. Okay. John. when are % ou buying?" "Joe,ifIget all the avails inthis afternoon,Iswear we'll put THIS IS MARKET ittogether tonight. A lotof the guys are stayinglate. Your late NO. 2 news looks good. but I've got tosee what the other guys have." Wednesday, 4:45. John Buyer answers his ringing phone, harrassed. The Quad -Cities follows Chicago as a target area to any marketer in the "Buyer here . ..oh, no. Joe. I don't need a thing right now. I'm Midwest. This is U.S. television .wwamped. I've got ten other guys in the receptionroom, two here market No. 67, covered best by and three outside the door.I'llget back to you first thing in the WHBF-TV, Channel 4. morning." Thursday, 9:45. Joe Rep calls John Buyer: "John, Italked to the stationlast night about that late news slot.It'sgetting tighter." "Oh, Joe, I was just going to call you. Badnews. ... We finished WH BFtv most of the markets last night and this morning we gota call from the client. We're not making the buy. HHD&Zgot more dollars for their brand, so they're making the whole buy. Doyou call on the guys over there? No? Gee. I'm sorry, Joe,buttheclient makes "The station the rules: theagency with the most dollar. buys the market." "I know, John, but doesn'tit make sense thatthe agency who started the job should finish the job? You'vegot half the work done." to buy, to reach "Maybe you're right, Joe, but rulesare rules.Hell, we worked hard, too. Three ofus were here until 11 last night to put this thing together." people who buy "It's a shame. So much wasted effort." "I agree, Joe.It bugs me too. My other phone's ringing." in western Thursday noon. Joe hastwo drinks for lunch. Monday, 11 a.m. Joe's phonerings. It's John Buyer. "Hi, Joe. Good news . . . update those avails you brought inlast week and get Illinois and 'ernin here. Our brand justgot some more dough, and now we're going to make the buy after all. Getme that late news slot you had." "I can't. Harrison sold itlast Friday." eastern Iowa!" "Oh. Well, I can pickup an early news onWHEE." "Hold it.Don't do anything IllIget there. We've gotagreat film in prime time." WHBFtv "Okay, but make itfast. Gimme everything by thisafternoon. three of us CBS FOR THE QUAD -CITIES are staying late tonight to make the buy." TELCO BLDG., ROCK ISLAND, ILL. Represented by Edward Petry 8. Co., Inc. vision Age, November 7, 1966 53 beautiful, color -full MULTI -CITY TV MARKET os.,(.1

sales scene... 81401010. ' \ wgAL- TV CA,.

READING Channel 8 is one of the country's most effective color 1116NON, stations.Itsmulti -citymarket-including Lan- 2 HARRISBURG caster, Harrisburg, York, Lebanon-has reached 7 r. / 19%* color penetration.Alllocal programs are .\--1NiANCASTER

- YORK ' colorcast live, on film, or via color tape recorders. ti111111,611.4 It is an NBC full color affiliate. 0 000 CHAA, 'Thisstatisticis based on June 1966 Nielsen estimates and 0- . ,ubject to inherent limitations of sampling techniques and other AC1, qualifications issued by that company, araflable upon request. SAN, A4.11.100,014 IF.

Ne Lpa8 wgA -TV atiist ***** ON Representative: The MEEKER Company, Inc. f itCONIev New York Chicago Los Angeles San Francisco , 316,000 WATTS

Steinman Television ClaIr McCollough, Pres. WGAL-TV Lancaster -Harrisburg -York, Pa. KOAT-TV Albuquerque, N.M.

WTEV New Bedford -Fall River, Mass./Providence, R.I. KVOA-TV Tucson, Ariz.

Television Age, November7. 1066 One Seller's Opinion ... A PLAY WITH NO CURTAIN Tuesday, 10:45 a.m. Rep's phone rings. His girlanswers. Typical availrequest:"All markets . . . women and women 18-34. .

ratings and homes, too . . . 30 GRP . . . early and latefringe. prime minutes . . . piggybacks . . . products notsetyet . . must have by tomorrow as we'll work late to make the buy." IN THIS Tuesday, an hour later.Joe Rep hears from his girl: "They must have avails right away over at John Buyers' shop. He's buying to- TWO STATE morrow night." Joe makes mental note to work on avails when he gets back to office. AREA. .. Tuesday, .5:45.Rep'sgirlshuts offtypewriter. "What about John Buyer's avails?" Joe answers: "I'm doing them now.I'llleave 'em no your desk, so you can type 'em up first thing tomorrow." Wednesday, 8:45. Girl starts typing. Wednesday, 11:45. It's 15 phone calls and five crises later. but avails are finished. Wednesday, 2:30. Joe Rep arrivesatagency. Receptionistcallsin I pause) "You may go in.. .you're lucky to be first." Wednesday, 2:55. Joe is winding up pitch:". . . and that's why ,nu'late news delivers more women 18-31. Okay. John. whenare IOU buying?" "Joe,ifIgetall the avails inthis afternoon,Iswear we'll put THIS IS MARKET ittogether tonight. A lotof the guys are stayinglate. Your late NO. 2 news looks good. but I've got tosee what the other guys have." Wednesday, 4:45. John Buyeranswers his ringing phone. harrassed. The Quad -Cities follows Chicago as a target area to any marketer in the -Buyer here . . .oh. no. Joe.Idon't need a thing right now. I'm Midwest. This is U.S. television -tramped. I've got ten other guys inthe reception room. two here market No. 67, covered best by WHBF-TV, Channel 4. And three outside the door.I'llget back to you first thing in the morning." Thursday, 9:45. Joe Rep calls John Buyer: "John,Italked to the stationlast night about thatlate news slot.It'sgetting tighter." "Oh. Joe, I was just going to callyou. Bad news. .. .We finished WHBFtv most of the markets last night and this morning we got a call from the client. We're not making the buy. HHD&Zgot more dollars for their brand, so they're making the whole buy. Doyou call on the guys over there? No? Gee. I'm sorry. Joe, buttheclient make. "The station the rules: theagency with the most dollar buys the market." "I know. John. but doesn'tit make sense thatthe agency who started the job should finish the job? You'vegot half the work done." to buy, to reach "Maybe you're right.Joe, but rulesarerules.Hell, we worked hard, too. Three ofus were here until 11 last night to put this thing together." people who buy "It's a shame. So much wasted effort." "I agree. Joe.It bugs me too. My other phone's ringing." in western Thursday noon. Joe hastwo drinks for lunch. Monday. 11 a.m. Joe's phonerings. It's John Buyer. "Hi. Joe. Good news . . . update those avails you brought inlast week and get Illinois and an in here. Our brand justgot some more dough, and now we're ;Ding to make the buy after all. Getme that late news slot you had." "I can't. Harrison solditlast Friday." eastern Iowa!" "Oh. Well, I can pickup an early news onWHEE." "Holdit.Don't do anything'tilIgetthere. We've got a great tilm in prime time." "Okay, hut makeit WHBFtv fast. Gimme everything by thisafternoon. CBS FOR THE QUAD -CITIES ree of us are staying late tonightto make the buy." TELCO BLDG., ROCK ISLAND, ILL. Represented by Edward Petry & Co., Inc.

ion Age, November 7, 1966 53 Required Reading Rep Report 4t. .IIAWNF.MCGREEVY joinedthe for everyone Published by Hastings House Chicago sales staff of Storer Tel vision Sales, Inc. He wasrecentlj who makes his living in the television industry. THE TELEVISION COPYWRITER How to Create Successful TV Commercials by Charles Anthony Wainwright, Vice President and Associate Creative Director, Tatham -Laird & Kudner, Inc., Chicago Written by a veteran television commercial - maker, this book is a thorough and practical examinationof the creative process from idea to finished film. 320 pages with many storyboard illustrations, fully indexed. Cloth- bound. $8.95 at the Katz Agency, and wast.1 I, DOCUMENTARY INAMERICAN Avery-Knodel, Inc., before that. TELEVISION DON HOWE was promoted from by A. William ,Bluem, Syracuse University midwestern sales manager forthe "Easily the definitive book on the television H -RCorinthiandivision,Chicago, documentary, this work's value will not be to division vice president and gen- diminished by the passing years." Lawrence eralmanagerin New York.tin Laurent in The Washington Post. 312 pages, 100 photos, notes, 3 appendices, bibliography, index. $8.95 TELEVISION STATION MANAGEMENT The Business of Broadcasting edited by Yale Roe, ABC-TV Network Seventeen industry professionals examine the realities of operating a television station. All phases of operation are thoroughly treated- management, programming, news, advertising, promotion,traffic,technicalservices,etc. ski 256 pages Text Ed. (Paper) $3.95, Cloth $6.96 WRITING FOR TELEVISION AND RADIO by Robert L. 'Hilliard, University of North Carolina. (Out of print. Now in second printing. Order now for end of year delivery.) CASSIDY replaceshimasChicago manager, having formerly been an A realistic, practical book on the craft of writing for television and radio. Contains H -R Corinthian salesman there. ample, up-to-dateillustrative material. 320 ROBERT SCHROEDER was named vice pages, sample scripts, review questions, in- president and midwestern sales man- dexed. $6.95 ager of Advertising Time Sales,Inc. -ORDER FORM He has been general sales manager BOOK DIVISION, TELEVISION AGE for KYW-TV Cleveland for the p five years. 1270 Avenue of Americas, New York, N. Y. 10020 named an Please send me the following books: WALTER ABEL was account executive at National 'Ielt 0 THE TELEVISION COPYWRITER $8.95 vision Sales. Inc. He was previou-1, 0 DOCUMENTARY IN AMERICAN TELEVISION $8.95 an all -media buyer on various al-, TELEVISION STATION MANAGEMENT netsatSSC:4B, Inc. He has been a buyer at Richard K. Man,,II. 0 Paper $3.95 0 Cloth $6.95 Inc., and J. Walter Thompson C.

ElWRITING FOR TELEVISION AND RADIO $6.95 FRED PETItOSINO was appointedto of NAME ADDRESS thesalesservicedepartment bttro TV Sales, Inc. He was form- ZIP CITY STATE erly' a buyer on Bufferin atGrey (Please add 500 per book for mailing and handling.) Advertising, Inc. Check enclosed.

Television Age, November7, 1966 54 ALEX HAZEMEY sibilitythat has been taken away rofile from the other agencies is the buy- bouttheonly remainingevi- ing function." 1deuces that Ted Bates' group Explaining how the centralization ;tying manager Alex Hazemey was works, he said, "Marketing and audi- I.rn in West Virginia are his easy- ence objectives for the various brands ing manner and the absence of come in from Colgate's other four ietropolitan mumble" in his speech. agencies; then the buys are mathe- isSouthern accentispractically matically executed very quickly as ne-probably because he has spent per theagencies'instructions. Be- much time among New Yorkers. cause it'sall centralized here, buy- le media man went to New York ing isefficiently controlled and co- tiversity where he majored in mar- ordinated." ting and advertising,specifically When he's not analyzing a Colgate ition pictures and tv production, buy, Mr. Hazemey-who's married d allhis agency experience has inbusinessforhimselffor awhile andlivesinManhattan-canbe en in New York. after that. found scrutinizing the stock market Before he joined Ted Bates two In August of this year, when Col- page. one of hisfavorite hobbies. ars ago he was a media supervisor gate named Bates to serve as its spot Unfortunately, livingin New York Ballantine at William Esty Co., tv coordinator, the agency named Mr. doesn't afford him the opportunity He also spent some time at Len - Hazemey as one of four group buy- to pursue another interest too often, n & Newell, Inc.. as a trainee in ing managers. The media man's do- but at least once a year he likes to 56. main now totalseightstates-the go hunting-especially for deer and Between the two jobs he served Eastern division. small game. He is also a travel buff, the army, where he produced Commenting on the new set-up. a habit born of the extensive journey- Iio shows for the Armed Forces Mr. Hazemey remarked. "We are ing he did when he was in the service. .twork ("I liked doing it so much. actually a service unit for the dif- Then, he lived in Europe and toured flayed an extra year" I. and was ferentagencies. The onlyrespon- the continent.

RIGHT!! 13 isnumber 1in color in the rich Rockford market, deliveringover 53,000* color homes... MORE color homes than: OKLAHOMA CITY, GREEN BAY, MEMPHIS, OMAHA, CHATTANOOGA, MINNEAPOLIS, NEW ORLEANS,DENVER, KANSAS CITY, NASH- VILLE, LOUISVILLE, AKRON and DES MOINES!Color pioneer in 1957, WREX-TVnow has two new Ampex color videotape machines plus complete network, film and slide color facilities. Whenyou want color penetration in Northern Illinois and Southern Wis- consin, CHANNEL 13 IS NUMBER ONE FORYOU! WREX-TV, ROCKFORD, ILLINOIS Represented by H -R Television, Inc.Member, The Gannett Group Joe M. Baisch, Vice Pres. & Gen. Mgr.

'March, 1966 ARB

vision Age, November 7, 1966 55 Spot (Continued from page 51) BPA's Small NAB The annual promotion seminar of Edward Petry & Co. heldin LAMB disposable diapers began on October 31. The minute spots will r conjunction with the BPA conventionisshaping up likea small five markets. Paul Naeder buys, w NAB convention all its own. At next week's BPA meet in St. Louis. I.en Chaim assisting. more than 35 executivesofPetry -representedstationswillbe on Brill° Manufacturing Co. hand, and two-thirds of them have asked for about five minutes to (J. Walter Thompson Co., N.Y talk on the subject of the special Petry seminar, Promotion Clicks of '66. November 24 is the start date for ac Most important in indicating the growing influence of the seminar. on BRILLO. The three-week campa isthatit's ID's will be in two markets. Day, p according to Petry vice president Robert L. Hutton Jr.. and fringe time periods will be use now beyond interest onlyto promotion men. A half -dozen station Dorothy Thornton is the buyer. managers will be on hand, including Don Heald ofWSB-TVAtlanta. Bristol-Myers Co. Elmo EllisofWSBradio Atlanta. John Devine ofKV00-TVTulsa. (Doyle Dane Bernbach, Inc., and Ben Falger ofWTHITerre Haute. The Petry session is scheduled A CLAIROL campaign in 20 markets for 5-7 p.m. MondayI Nov. 14), but probably willrun overtime breaks at issue date. The three-week what with the number of speakers wanting to get "on" and the ques- will consist of piggybacks and minute early and late fringe time periods. tion -and -answer session that follows. Bob Morano is the buyer. The William Carter Co. (BBDO, Boston) Spot activity for this company's layet infant's and children's wear will be i major markets. Supplementing a ne buy that will reach into 190 markets, tv - campaign willbreak February and continue until May 19. Minute spots will be used for the spring promotion. Joyce DiBona is the buyer

Chesebrough-Ponds, Inc. . (I. Walter Thompson Co., N.Y. December 11 is the start date for fourth-quarter activity on WIND S The pre -Christmas push will be in 72 markets and will continue until December 23. Prime ID's and 20's be used. Carrie Senatore is the coma Ceribelli & Co. (Ketchum, MacLeod & Grove, N.Y.) November 14 isthe start date for activity on BRIOSCHI in about 21 markets. The six -week campaign will use minutes, about 75 per cent in day. and the rest in late fringe and prime periods. Jim Monahan is the contact. Colgate-Palmolive Co. (Ted Bates & Co., Inc., N.Y.) An ID spot campaign for LUSTRE -f was launched on October 31. The four - week schedule covers a large numbs r of markets. Buying was out of the Colgate ,put pool. Eastman Kodak Co. nosmoke. Pittsburgh's =1 color station. (I. Walter Thompson Co., N.Y. No smoke screen. Just fired -up November 26 is the pushoff date for plenty of fire. audience enthusiasm. Check Christmas activity on KODAK top spot avails with General CAMERAS. The campaign will last Pittsburgh used to be called Sales Manager Roger Rice or December 23 ina limited number the Smoky City. No more I A your Petry -TV man. markets. Prime 20's and fringe 60's tontasticolly successful smoke scheduled. Sara Wind isthe conta control program is only part of Pittsburgh's world-famous ren- Get your aissance. Pittsburghers on Falstaff Brewing Corp. Another part is WIIC-TV 11, (Dancer -Fitzgerald -Sample, Inc., Coley Augustine, WIIC.TV Director of Pablic telations and Promotion, di sssssss the de Frencisco) velepasent at historic Point Stele Para with 1:1 FULL COLOR WRC 17/11k Pittsburgh Mayor, Joseph M. /sees BotiC NBC Television Affibat \ oember 13 is the start date for al( iv. Oil PM 1, ac0 0.0. WSOC a no Tr Cala. o!00 a. Omma a atv..1So. f..... (Continued onpa

56 Television Age, November 7 This is Atlanta!

'DONE IN BOOM TOWN! FessParker, star of NBC's "Daniel Boone," 'sited beautiful, boomingAtlanta recently, noting its remarkable rowth. Latest estimates show thatAtlanta's population grew 18.5%WSB-TV lAween 1960 and1965.* Join the boom, and putyour spots on WSB-TV. 'S. D. t vttlittlt of Channel 2 Atlanta but. .tu ut tt.c. Ct.rtt,us, Lutru,t ropu kuport,. I :rttti tttort LstirnJt,, July 20, 1906 NUL it ,.Late. ItIcpret-ented by Petry

IVGOA BROADGASIIHG CORPORATION stations. wSR AM -FM -IV. Atlanta WHIP AM -FM -TV,Dayton. WSOC AM -FM -TV. Charlotte. MOD AM -FM. Miami. KIVU. San Francisco -Oakland. VIIIG-TV P.rysinrgh.

l'erision Age, lobo Spot (Continued frontpage 56) General Foods Corp. Hollywood Brands, Inc. (Benton & Bowles, Inc., N.Y.) ( Krupnick & Associates,Inc. activity on FALSTAFF BEER in two HONEY COMBS and RAISIN BRAN Louis) markets. Minutes and 20's will be used. will be advertised in 130 spot markets In an effort to expand distribution of its Pete Feccheimeri,the buyer. beginning at issue date. The four -week campaign, aimed atkids, will use 60's. BUTTERNUT, HOLLYWOOD, BIC Bob Petizon, Lou Freifeld and Dick TIME and MILK SHAKE bars, thi, Horowitz do the buying. A four -week company is undertaking an intensise Fatuous Artists Set I,. lilt.. campaign for POST BRAN & PRUNE advertising and sales incentive campaign FLAKES began on October 31. Minute A saturation campaign in the metro New (Victor & Richards, Inc., N.Y.) spots are running in 10 markets. Frank York area has been running since Oi coin Henderson does the buying. In addition, 17 and will continue until December Promotion for this school was launched November 14 is the start date for activity This follows distributionteststhat in 40 markets during October. New on FRUIT -IN -THE -BOX cereals. The have run in smaller markets. If the activity is planned for November, with 17 -market campaign will continue until campaign proves successful, the ten markets already renewed at presstime. December 11,using 30/30's in late advertising plan will go nationwide n Fifteen -minute and five-minute fringe periods. Two of the various products year. Tom Connelly is the contact. announcements are being used, mostly to be piggybacked with the cereal are on weekends. Lucille Widener is the buyer. SOS and YUBAN. Ron Sheppard buys. Kohler Bros., Inc. (Crestwood Advertising Inc., This toy manufacturer will use spot to advertise its games and in-house during the first three months of '6 You're only the "sick bed months." Minute spo will rim in the top 30 markets, inclu HALF -COVERED in Nebraska... :idiot., Anyone? if you don'tuse The -Area of Dominant In ()KOLN-TV/KGIN-TV! fluence"concept in ARB's latestlocal market reportsis undoubtedly going to confuse Put Lincoln -Land in the bag many media men used to working with audience data related Lincoln -Landisasuper market when to metro areas or to station - you'reshoppingforthebest buy in signalcoverage.To make Nebraska TV coverage. thingsalittleeasier.RKO More than half Nebraska's buying General Broadcasting has made power is in store for you here. And only available to buyers a slide -rule KOLN-TV/KGIN-TV really deliversit, calculatorthattranslatesthe as indicated by the preferenceitgets when all stations carry the same type of ADI audience of men. women program (news).

Let Avery-Knodel provide thefacts about KOLN-TV/KCIN-TV's intense coverageofLincoln -Land.We'rethe OfficialBasic CBS Outlet for most of Nebraska and Northern Kansas.

New 1,500 -foot tower is tallest in Nebraska! and children from percentap.- Now KOLN-TV beams its signal from t asreportedby ARM into a new 1,500 -foot tower-the tallest whole numbers. inthestate. The new structure represents an increase of 500 feet 150 IiNEENEa The reverse side of the cal- per centlin tower height. Measure- ? culator quickly computes cost - ments and viewer responses indicate a marked improvement in KOLN-TV/ 1111111111111111111 RANMR per -thousand for audiences in KGIN-TV's coverage of Lincoln -Land. the ADI or in the total area covered by the stations. The device can be obtain((( Ste Lfetvet Yrn/ion,t fortheaskingfromFralik RADIO vino KALAMAZOO.BATTLE CREEK Will GRAND RAPIDS KOLN-TV KGIN-TV Boehm. research director, Rh() W/TM GRAND RAPIDS.KALAMAZOO WWTY.FM CADILLAC CHANNEL 10 316.000 WATTS CHANNEL II 316,000 WATTS General Broadcasting. 1 1 111 1000 PT. TOWER 1009 FT. TOWER TELEVISION 1.111.1 IR010.TV GRAND RAPIDS KALAMAZOO Broadway. New York. wally CAN.L4C.MgR,STE, [LE:WW. COVERS LINCOLN -LAND -NEBRASKA'S OTHER BIG MARKET ask 'for A DI AC. 1 K TVALINC1 N,414ASt,,,.417,,1N., AreryNnodel, Inc., f cltotie Natrona' Repeesentaiir NEB

Television Age, November 7. 1"1111 TURN INTO THE 50TH'

It's not magic, just simple logic when you combine Amarillo (120th market), El Paso (132nd market)andMonahans Odessa Midland (140th market). These three markets have a net weekly television circulation of over 340,000 homes-equivalent to the 50th ranking market in size. AND, only the John Walton stations deliver the entire Southwest Texas area with ABC and color programming in each of these three markets.

(ne Ownership One Network -One Buy

KVII-TV KELP -TVKVKM-TVserviriL Amarillo El Paso Monahans/Odessa/Midland 129,500 net 112,100 net 98,800 net weekly circulation weekly circulation weekly circulation

THE JOHN WALTON STATIONS KVII-TV KELP TV KVKM-TV Amarillo, El Paso, MonahansiOdessaiMidland Texas Texas Texas

Radio: KVOD. Albuquerque, N. M.; KFIF, Tucson. Arizona; KELP, El Paso, Texas; KVKM, Monahans,Texas Represented Nationally by: Jack Masla & Company, Inc., 575 Madison Avenue, New York,N. Y. (212) PL 2.6450 M

1.1'14Si WI I,r,\0111111il'l7.low, 59 Spot (Continued frontpage 56) General Foods Corp. Hollywood Brands, Inc. (Benton & Bowles, Inc., N.Y.) (krupniele &Associates,I activity on FALSTAFF BEER in two HONEY COMBS and RAISIN BRAN Louis) markets. Minutes and 20's will be used. will be advertised in 130 spot markets In an effort to expand di.tributiou of Pete Feccheimer is the buyer. beginning at issue date. The four -week campaign, aimed atkids, will use 60's. BUTTERNUT, HOLLYV ODD, BIG Bob Petizon, Lou Freifeld and Dick TIME and MILK SHAKE bars, Horowitz do the buying. A four -week company is undertaking an intensive Famous Artists Schools. Inc. campaign for POST BRAN & PRUNE advertising and sales incentive campai FLAKES began on October 31. Minute A saturation campaign in the metro N (Victor & Richards, Inc., \A.) spots are running in 10 markets. Frank York area has been running since Oct Henderson does the buying. In addition, 17 and will continue until December 9. Promotion for this school was launched November 14 is the start date for activity This follows distributionteststhat in 40 markets during October. New on FRUIT -IN -THE -BOX cereals. The have run in smaller markets. If the activity is planned for November, with campaign proves successful, the 17 -market campaign will continue until advertising plan will go nationwide net& ten markets already renewed at presstime. December 11.using 30/30's inlate Fifteen -minute and five-minute fringe periods. Two of the various products year. Tom Connelly is the contact. announcements are being used, mostly to be piggybacked with the cereal are on weekends. Lucille Widener is the buyer. SOS and YUBAN. Ron Sheppard buys. Kohler Bros., Inc. (Crestwood Advertising Inc., N. This toy manufacturer will use spot tv to advertise its games and in-house toys during the first three months of'h7, You're only the "sick bed months." Minute spots will run in the top 30 markets, including HALF -COVERED in Nebraska... Adiac, Anyone? if you don'tuse The "Area of DominantI 0 KOLN-TV/KGIN-TV! fluence"concept in ARB's latestlocal marketreports 0 undoubtedh going to confuse mane media men used to work- Put Lincoln -Land in the bag ing with audience data related Lincoln -Landisa supermarket when to metro areas or to station - ou'reshoppingforthe 1.1,1buyin signal coverage. To make Nebraska TV coverage. thingsalittleeasier.RkO More than half Nebraska's buying General Broadcasting has made power is in store for you here. And only available to buyers a slide -rule KOLN-TV/KGIN-TV reallydeliversit, calculatorthattranslatesthe as indicated by the preferenceitgels when all stations carry the same type of \ DI audience of men, women programI news I.

Let Avery-Knodel provide thefacts about KOLN-TV/KGIN-TV's intense coverageofLincoln -Land.We'rethe OfficialBasic CBS Outlet for most of Nebraska and Northern Kansas.

New1,500 -foot tower is tallest in Nebraska! Elm*. and children from percentages Now KOLN-TV beams its signal from (asreportedby ABB,into a new 1,500 -foot tower-the tallest w hole numbers. in the state. The new structure represents an increase of 500 feet 150 mommummi The reverse side of the cal- per centl in tower height. Measure- culator quickly computes ments and viewer responses indicate minimmis a marked improvement in KOLN-TV/ ERINPIP per -thousand for audiences in KGIN-TV's coverage of Lincoln -Land. the ADI orinthe total area covered 1)% the stations. The device can be obtained ,45 .14.1-er ataki.44 fortheaskingfrontFrank RADIO WOO KALAMAZOO BATTLE CREEK Boehm. research director. IWO IMF GRAND RAPIDS KOLN-TV KGIN-TV RIM GRAND RAPIDS -KALAMAZOO MITI EN CADILLAC CHANNEL 10 316000 WATTS CHANNEL II 310 000 WATTS General Broadcasting. I BO novISION 1000 ET. TOWER 1069 ITTOWER (Just RUST! GROW RAPIDS KALAMAZOO Broadway. New York. Min/ CA,L;;.L;.,A,CtEARAuglISSTE, WI COVERS LINCOLN-LAND-NEBRASKA'S OTHER BIG MARKET ask for A DI AC. i "U NELIZZ"C'LrirAND NIB A very-knodel Inc Nehonel Prwesentaio.

Television Age, November TURN INTO THE

50T"9 It's not magic, just simple logic when you combine Amarillo (120th market), El Paso (132nd market)and Monahans Odessa Midland (140th market). These three markets have a net weekly television circulation of over 340,000 homes-equivalent to the 50th ranking market in size. AND, only the John Walton stations deliver the entire Southwest Texas area with ABC and color programming in each of these three markets. we Ownership One Network -One Buy

KVII-TV KELP -TVKVKM-TVservinE; Amarillo El Paso Monahans/Odessa/Midland 129,500 net 112,100 net 98,800 net weekly circulation weekly circulation weekly circulation

THE JOHN WALTON STATIONS KVII-TV KELP TV KVKM-TV Serv,r4 Amarillo, El Paso, Monahans/Odessa/Midland Texas Texas Texas

Radio: KVOD. Albuquerque. NM.; KFIF, Tucson, Arizona; KELP, El Paso, Texas; KVKM, Monahans, Texas Represented Nationally by: Jack Masla & Company, Inc., 575 Madison Avenue. New York, N. Y (212)PL 2.6450 M

.vision Age, .Yotember 7, 1966 New York, Chicago, Boston, India Cincinnati, Los Angeles and New H The sick months tv budget is about quarter of a million dollars. David and Bernard Stein are the contacts. Lever Bros. (Doyle Dane Bernbach, Inc., A six -week campaign for BREEZE began on November 6 in 80 markets. Day and fringe 60's are being used. John Ormiston buys, with Steve Greenberg assisting. Lever Bros. (SSC&B, Inc., N.Y.) An additional three or four markets

Media Personals

JACK GOWDY and TERRY COSTEI.L were named assistant media directors - at Needham. Harper & Steers, Inc, Mr. Dowdy was formerly a media supervisor at Norman, Craig & Knm- mel. Inc., and was a buyer at Benton. & Bowles. Inc.. prior to that;Mr. Costello has been with DancerFitz- gerald-Sample.Inc.,asamedia planner for the past five years. .11.4

atNII&S.GORDON FULCHER %, as named a media buyer on Manhattan Shirts and Eastman Kodel. He ..as last a buyer. mainly on Procter & Gamble atBenton & Bowles and was a staff writer for the Ameri. an Newspapers Publishers Association before that. The agency also named PAUL NAEDER a buyer on Borden' COUNT ON KCOW Ft He,too,movedfromBenton Bowles where he was an assistan buyer. FORLION ROB COUTURE was named an a --)-I. antbuyer onSterling Drug and

SACRAMENTO Squibb at Benton & Bowles, Inc. lie

STOCKTON was formerly a space salesmanat CALIFORNIA Shannon & Cullen.Inc..forthree years, and for therailStreet Jour - nn! before that.

WILLI NI SEGAL was promoted director..fmedia at Henderson Roll,Inc.He has beenassistant When you launch a sales campaignon KOVR results happen media director since 1959.II. fast. KOVR is the effective televisionstation in the $4.64 formerly mith Norman D. \\ billion Stockton -Sacramento market... the station that com- Associatesas media director A %%jib Amos Parrish & Co.a - bines new vitality in local programing withhigh -rated ABC assistant account executive. shows. Get more from your advertising message ... on KOVR. D %NE ElTER joined the program- Data Source: Sales Management's 1966 Copyrighted Survey ' g department of Young & (Effective Buying Income) cam, Inc., a- a tv account executie. He u as formerly a buyer at Benton & lim% les.Inc., on General F Corp. KOVR Benton & Bowles,Inc.,named JACK HETHERINGTON anassistant buyer on Canada Dry, Inc. He 't%- McCLATCHY BROADCASTING previoti-ly a senior marketing bud- getanal).!at Colgate-Palmolie Co. BASIC ABC AFFILIATE REPRESENTED NATIONALLY BY THE KATZ AGENCY, INC.

60 Television Age. Norember 7,19or,

ImmommomM.11111111111 picked up for the SILVERDUST tpaign already running. Day,prime I fringe 60's and piggybackswill from mid -November through ember. Bob Flaishons is the buyer. trs, Inc. ed Bates & Co., Inc., N.Y.) 'ember 6 is the pushoff date for vity on UNCLE BEN'S BEANS. three-week push for the product, oduced a few months ago, will be in ut 15 markets. Minute spotswill be 1. Bob Warsowe is the buyer.

10111McAn Shoes oyle Dane Bernbach, Inc.. N.Y.) rth-quarter activity on THOM McAN es will he launched in 27 markets inning on November 14. The five - k run will use day and fringe 60's. THONI McAN CHILDREN'S es will be promoted in eight spot kets during the same five weeks. ig day and fringe minutes. Dave .erman is the buyer. tional Biscuit Co. cCann-Erickson, Inc., N.Y.) ember 21is the pushoff date for vity on SNACK MATES, a new &Jct. The cheese product, which es in a spray can, will be in roximately 25 markets for a six -week od. Day and fringe 60's bill be I.Mike Mulieriisthecontact. addition a campaign for NABISCO 1 DKIES will begin on November 13. Iht and (lay minutes will be carried six markets. Mel Jacobs does the b ing. Prthstar Corp. restwood Advertising Inc.. N.Y.)

f. tactivity totalling a quarter of a ion dollars for this toy manufacturer he launched in January. The GO FIRST CLASS Ipaign. in 30 major markets, will for the entire firstquarter. The -Christmas pushwilluse minute s. Bernard Stein and David Blank the contacts. WITH KIVI,1 "1-%1 Irwich PharmacalCo. ,r;ruon & Bowles, Inc., N.Y.) ivitv on PEPTO-BISMOL broke 1.11 'ember 3 in 12 markrts. The FRESNO CALIFORNIA maign, using prime and late fringe in,. will continue for two to three w ks.1,.Ito Houlihan buys, with NA Miler a,sisting. I armacraft Laboratories Your sales message goes with quality programing when you

1aoyle. Dane Byname's. Inc..\ .1 . t go with KMJ-TV. The San Joaquin Valley's first television ESH DEODORANT in aticks tsol can, will be advertised in major station puts first class skills and equipment to work and de- lcets beginning this month. Minutes. 3Ybacks and 20's will be used. Bob livers the audience you want in the nation's Number One nch buys. with Ted Mazzucea sting. agricultural income county. locter & Gamble Co. Data Source: SRDS, June, 1966 bnipton Advertising, Inc., N.Y.) out 40 markets kill be picked up CASCADE beginning January 1. The KMJ-TV Ipaign will continue throughout the tractyear, with DAS! Ibeing piggy- ked u ith Cascade in10 markets. McCLATCHY BROADCASTING ly and late fringe time periods will used. Barry Hodges buys. BASIC NBC AFFILIATE REPRESENTED NATIONALLY BY THE KATZ AGENCY. INC

evision Age,November7, 1966 61 41 1,326 editorialsper year. 1,326 is the number of different television editorials presented on Corinthian stations during the past year. Their subjects ranged from traffic congestion to Communist aggressions, from race riots to lunar landings, from police protection to Presidential politics. Sensitive, time-consuming, important... editorializing is a major responsibilty of top management at each Corinthian station. Helping to ensure balanced editorial judgment are editorial boards, experienced writers, careful research, and a high degree of community involvement. Our editorials question, clarify, praise, criticize, encourage, analyze, prod, and inform. They seek to crystallize community concern and, where necessary, suggest a course of community action. You can see it's Corinthian. Represented by HR/Corinthian Responsibility in Broadcasting KXTV. Sacramento - KHOU-TV, Houston - WISH -TV, Indianapolis - WANE -TV, Fort Wayne - KOTV, Tulsa

No AgencyAppoint ments SYLVESTER L. (PAT) WEAVER WAS New York World's Fair,lia,held JOHN A. ADAMS, RANDALL W. named to head the "problem -solving various positions with NBC-TV and HACKETT, SANFORD E. REISENBACH tvdepartment"ofWells,Rich, welx-TV New York. Others named to andSTEPHAN K. ZIMMERNIANwere Greene,Inc. The former head of theprogrammingdepartmentat elected vice presidents of Grey Ad- Ayer were:JOHN F. RAVEL,named vertising, Inc. Mr. Adams is man- II director ofspecialbroadcasts and ager ofthe agency's new Detroit projects;CHARLES At. WILDS,director office; Mr. Hackett and Mr. Zim- of daytime and network participation mermanareaccountsupervisors; S buys; andFRED MCCLAFERTY,direct- Mr.Reisenbach isanassociate or of sports broadcasts. media director. BRUCE A. MacDONALDjoinedthe THOMAS MCMAHON(pictured) and New York office of Needham, liar - DAVIDCLOSEwere named vice presi-

Subscription TV and past president of NBC-TV will join the agency on January 1. Hewillcontinueas executiveproducer ofThe Garry Iloore Show on CBS -TV.

Lolls B. .AMENwas named director per & Steers. Inc., as vice president of nighttime programming for N.W. dents of Sullivan. Stauffer. Colwell and manager of new business. He Ayer & Son, Inc. He was most re- & Bayles,Inc.Bothareaccount has been with BBDO, Inc., for the cently RCA program manager at the super isors. past eight years.

Bob Hayes

Ralph Neely Leno Donohue

There are elevens.... Then, there are elevens!

With either, you are a winner! And, now that theDallas. Fort Worth market has climbed to the nation's No. 11 position in households*, still another eleven moves into the winner's circleofincreasedsales,audience andprofits.Callyour Petryman for a 'Scout Report' on the Quality Touch team. 'SalesManagement Survey, August 1966

64 Television Age, November7, 1066 will begin after Christmas in a total of of (Continued from page 61) six markets, Providence/New Bedford, Boston, Burlington, Albany/Schenectady/ Troy, Syracuse and Watertown. The aker City Chocolate & campaign of 60's (with dealer tags) will last from four to eight weeks Confectionery Co. depending on the market. The company ,ditzer, Waring & Wayne, Inc., will also pick up the same markets for a spring campaign in March. Bob 1.Y.) Friedmann is the contact. )D 'N PLENTY candy, which has Iin about 10 spot markets since ,ber, will begin a winter campaign E. R. Squibb & Sons anuary 10 in 16 or 17 markets. (Benton & Bowles, Inc., N.Y.) .October schedule will continue until Arthur E. Toft (I.) newly appointed !tither 23; the January campaign assistant director of advertising for Testing on a new product, SWEETA run for 13 weeks. The commercials GRANULES, begins at issue date. The minutes in children's programs. P. Lorillard Co., was previously ad- commercials will continue until the end t Seidel is the buyer. of the year. Prime ID's and fringe 60's vertising manager atSchick,Inc. are being run in seven markets. Ken 1. Robert Carey (r.) succeeds Mr. Weinstock buys, with Bob Couture loon Corp. Toffasadvertising manager alter assisting. rung,Smith & Dorian.Inc., %Y.) havingexperienceonGilletteat E. R. Squibb & Sons Clyne Maxon, Inc. 3e -week saturation campaign for (Doyle Dane Bernbach, Inc., N.Y.) ;VE 'N SLICE ELECTRIC KNIFE A six -week campaign for BROXODENT begin on November 27. Minute Selcho% & Righter Co. ELECTRIC TOOTHBRUSHES breaks ; will run in 11 markets for the at issue date in a sizable number of :hristmas push. Geri Flynn is ( llarschalk Co., Inc., N.Y.) markets. Minutes will be used. Bob buyer. This game company will advertiseits Sarra is the contact. products in about 10 spot markets for 15 days beginning the first week in brook Farms Co. December. The pre -Christmas push will Taylor -Reed Corp. Iler & Smith & Ross, Inc., N.Y.) consistof prime and fringeID's. (Bliss/Grunewald, Inc., N.Y.) Angeles will be added to the spot Vera Barta is the buyer. A new instant, no -cook fudge, COCOA reignfor SEABROOK FROZEN MARSH FUDGE, will be advertised DS running in New York now. Serta Associates, Inc. in a total of 16 markets. Start dates schedule on the west coast will ( Parsons, Friedmann & Central, Inc., will be throughout November. The 13 - for six weeks. Prime ID's and week campaign will use day, prime e will be used. Arnold Ross is Boston) and fringe 60's. George Kluhsmeier )uyer. A campaign for SERTA MATTRESSES is the contact.

Don Meredith Don Perkins Mel Renfro

Jim Boeke Dave Manders Pettis Norman

si WFAA -TV The Duality Station serving the Dallas -Fort Worth Market ABC,Channel 8, Communications Center touch Broadcast Services of The Dallas Morning News Represented by Edward Petry & Co., Inc

dsion Age, November 7,1966 65 "We will publicizethe second showing of 'Marcellus "Iwas Takes A Walk'and are especially pleasedwith thrilled to knowthat it workyourstaff the ing the period will come dur- commercials-theycontributed tothe set aside for celebration were done expertly of Navy Day." and in very finetaste." Jack M. White, ICOR, W. Thomas Gisriel, USN Senior Vice Pres. Public Affairs Officer American National Bldg. & Loan Assn. U.S. Naval Academy Baltimore, Md. Annapolis, Md. EVERYBODY "I watch 'The Woman's Angle' "We always listen day andam always delighted every to your 7 PM varied with the and thinkit News andinteresting Weather one of the best.Your LOVES US.. themes." topicsand program is topsfor clarity- nothing inour region can Mrs. R. F. Watson approach it." Annapolis, Md. P. A. Archer "Your 'Dialing Harrisburg, Pa for Dollars'is watched Every day we receive by sucha vast segment ationit of the popula- complimentary com- certainlyprovides the "Just wantedto say that possiblepublicity best and my husband viewers that acharitable I thoroughly mentsfrom function like enjoyed yourtele- and sponsors on our ours could have." cast. Hope tosee more documentaries in the nearfuture." overallprogramming, Mrs. A. Kahn our staff -produced Baltimore, Md. Mrs. L. Latch daily shows and spe- Baltimore, Md. cialfeaturescreated by the WMAR-TV News - Documentary Unit!

ANGLE" "THEWOMAN'S Scott withSylvia 7=: 1:30 P M ,-- 1:00 to ,....-- throughFRIDAY MONDAY - Scottand ...AND Sylvia 7---.7-- depend on recipes, Women Angle" for ,-_-_- Woman's in color. "The live oncamera, "The 7 -v.7 -- WE CAN prepared 'facet of ..---r- isjust one includes which also -14-: CookingAngle" deco- Woman's COOK homemanagement,interest- fashions, with andinterviews Sylvia rating, andcelebrities.can do TOO! ingguests saleswoman, Scott, asuperb live givingadded yourcommercials message. youradvertisingin many impact to public, to the reason Service another areas,is depend on rent viewers whyMaryland television! for thebest in WMAR-TV No wonder... In Mary/and Most People Watch COLOR -FULL WMAR -TV CHANNEL 2, SUNPAPERS TELEVISION TELEVISION PARK, BALTIMORE, MD. 21212 Represented Nationally by THE KATZ AGENCY, INC.

Television Age, November 7, 611 deport from Japan

01010:Colortvsetshere are ideas about colortv, remembering ling at a faster clip than originally the early telecasts where color was ticipated, and are giving a big farfromappealing,broadcasting - ost to the electrical appliance in- receiving facilities low in standards stry .As production gains. prices and sets hard to adjust and maintain. declining. An end -of -July report All this has changed and foreign severaltrade papers saidthat experts now highly praise the ex- tachi, Ltd., would start selling 19- cellent color of NTV telecasts. The th color setsforless than $333 industry has made big strides during rtyear,andtheannouncement the past six years, and Japan was viewed by some asthestart the pioneer in the rectangular Braun a cutthroat price war. Flooded tubes for color. Japan leapfrogged th calls and cables, Hitachi prompt - ahead on the basis of swift adoption issued a firm denial, but people of the latest U.S. developments; the still guessing as to the justifica- color tv boom came only after 13 n for the rumor. yearsofstruggleintheUnited A 19 -inch color tv set now sells for States but will come far sooner in )ut $555,butalready Toshiba, this country. I ..... kyo Shibaura Electric Company, packedandinspected.For home announced its 19 -inch set would Production Gains Made.A sharp rise in productivity is well -charted, sales, the manufacturer must look to iceforth sell for just under $500. profits for his wholesalers and with production of color tvrising re- us arrived what the Japanese have tailers, from 51,893 in 1964 to 97,096 sets includingexcisetaxesof g expected, the age of the 10.000- 13%, as well as provide ample pro- 1-($27.78 )-per-inch color set. in 1965, and an estimated 300,000 motional and sales expenses. Itis a When theidenticalbarrier was units in1966. Domestic sales rose from 31,274 in 1964 to 49,582 last common belief in Japan that a per- lied in 1955 for monochrome sets. son loses if he buys a new electrical es rose rapidly. But makers doubt year, and are geared for 150,000 in appliance too soon because the price ta similar market advance will 1966. Export sales were zero in 1963, 17,216 in 1964, 43,304 in 1965, and will quickly drop and the quality .ur now in respect to color tv re- improve. vers. The type of people buying are also predicted to leap to 150,000 or differs markedly from those in 1966. Boom IsOn Way.Inthe caseof ring b -&-w sets, and few believe Japan and America are the two color sets thisis demonstrable, for aToshiba'sannouncementwill prime color broadcasters so that most prices have dropped by $83-$115 irk any general price cutting. Not of the exports go to the U.S., al- since this past spring. People in gen- thing to lend credence to price- though last year the U.S. turned out eral are holding back, sure that low

talk, Toshiba officials merely 2,750,000 color sets and anticipates prices will go even lower. the company has not firedan production of 5 million sets this year. Some electronic firms' officialssay ming gun, but has only developed In fact. with U.S. production lagging this is not true. The situation, they theaper model, removing the frills behind demand, dealers are turning insist, was different when mass out- m deluxe sets. to Japan as a fine source of supply. putof ordinarysets began, since This is providing a boost for local parts prices have now been cut as uNillion Prospects. Thereare makers who had been feeling the low as possible. Theysay the main ne 150,000 Japanese who are rich pinch of the recent recession. The differencebetweenblack -and -white >ugh to want anynew product on export price of a color set is roughly and color sets was the Braun tube. market. Itis to them that color $200, much lower than the $545 for but that even its mass production makers now are directing their 19 -inch sets sold domestically. would not bring overall prices down es campaigns. If to this totalis Itis generally taboo to talk about appreciably. A color Braun tube costs led those who will buy whenrea- that kind of price difference in the about $135, three times the cost of ablyimpressed, itisfeltthat electrical industry, because the dif- a conventional tube. When allfac- ne1.2 million Japaneseare good ferentialsreachtheattentionof tors are considered, the immediate mpects for color. Minister Takeo Miki of the Interna- aimis8,000 yen ($22)an inch, Despite the potential, only a little tional Trade and Industry Ministry working out to $350-$400 fora 19 - Nr 200,000 sets have been sold, a (inchargeofcontrollingprice inch color set. Most Japanese believe ure dwarfed by sales of 18.5 mil- spirals). But payment for exports is the color boom is coming but is still e b -&-w sets. A prime obstacle is prompt. so thata firm must only three to four years distant. t many persons have preconceived deliver the goods swiftly, properly -Stuart Griffin evision Age, November 7, 1966 67 LOW BUDGET COLOR TAPE SYSTEM NO. 1 ...here's th simplestsyste for makingall playinit

SYSTEM I B ECONOMY RECORDER /PLAYER With thismachine you have a recording and playback facility. It contains built-in picture and waveform monitors and other provisions for good quality pictures. The T11-4 records and plays back in monochrome or in color.( High band accessory is avail able. )

in All this equipment is part of a matched line for broadcasters-matched performance, features and appearance. All engineered and built by RCA, assuring single sourceresponsibility. All designed for color television. SYSTEM IA COLOR PLAYER The easiest way to get into color is to acquire the TR-3 for airing color tapes. It's compati- ble with all quadruplex recorders. Plays in monochrome or in color-and is convertible to high band. Easily expanded by adding the record accessory as shown below ( System 1B ).

SYSTEM IC RECORDER /PLAYER WITH REMOTE RECORDER Here you have a recording and playback machine, with TR-5 mobile unit. The TR-5 provides for on -location recording of commercials and special events. It also gives another recording facility in the studio while the TR-4 is on the air.( Note: the TR-5 is for low band only. )

*HIGH BAND COLOR is optional accessory for TR-3 and TR-4 machines.

See your RCA Broadcast Representative for complete details, or write RCA Broadcast and Television Equipment, Building 15-5, Camden, N. J. for your copy of new Booklet.

THE MOST TRUSTED NAME IN ELECTRONICS Colgate (Continued from page 31)

Ajax Laundry Detergent, and Nor- man, Craig & Kummel,Inc.,put together the "White Knight" anda "stronger than dirt" advertising campaign. In its first year. 1964, the new product was backed by $16-20 million, but it became profitable quickly andreportedly soon had7.5per cent of the market.

Other new products recently intro- Colgate's upper -echelon triumvirate: (I. to r.) vice presidents Robert W. Young duced also did well. Action powdered Jr., David R.Foster and John E. Grimm III bleach holds about 50 per cent of the $20 million dry bleach market. Ajax position domestically, and the brand indicative of the relative thinness it "Bucket of Power" floor and wall has not recovered. Meanwhile, Col- top -echelon ranks at Colgate, ()ken cleaner has about one-fourth of the gatewithflourideand new Cue ers point to other factors that mak( $30 million market for this kind of ( which also got ADA approval Iwent major gains on the domestic front product. Theideaof buildinga nowhere.Lustre -CremeandHalo hard to achieve. They note a general "House of Ajax" under which vari- shampoos were hit by heavy compe- timidity in spending, first of all. that ous products would share a "rub -off" titiononallsides.Wildroot hair greatly influences Colgate marketing identification was laid out and im- tonic for men was similarly faced It is not merely that Colgate does not plemented to the point that tv com- with an onslaught of rivals. have the resources of a Procter & mercials and print ads featuring a Also, it appears that a major Col- Gamble, said a recent executive of group of Ajax products were utilized. gate deficiency is the ability to coun- the company; itis that management Can Colgate Counter? terattack. When Ajax liquid deter- too often loses faithin plans that gent,for example, knocked P&G's have been carefullylaid, and re- While thesuccesses showed up Mr. Clean into second place. P&G trenches on expenditures. Again. said visibly, the effort appeared to weaken rushed to the market with Top Job. a Colgate agency man. if the com- Colgate-Palmolive in other areas. The Now, although Ajax and Top Job pany allocates millions for ad% ertis- company has never been staffed in see -saw with 20 and 21 per cent of ing. it will try to skimp on sampling depth; under Mr. Little's tight con- the market from month to month. Mr. orotherpromotionalfundsthat trol-a former associate now calls Clean holds on to 18 per cent, giving might be necessary to produce the him the "George Washington Hill the P&G combined forces a substan- greatest volume of sales. 4111 t of soap"-there was little authority tial lead. Similarly, when Ajax Laun- Risk is Worth It given to others. Under the direction dry Detergent began to creep up on of Mr. Lesch, responsibility was dele- Tide and Dash. P&G retaliated with At times, Colgate has proved to be gated to only a handful of top execu- Bold, a new brand that has report- adventurousinadoptingpopular tives. The system of strong product edly about 10 per cent of the market, themes for its products. It marketed managers usedat P&G and other and has chipped a few points off the a Cleopatra soap when the motion companies hasn't been copied at Col- Ajax share. In the wings P&G has picture of that name was released gate. For this reason, salaries are another detergent. Gain. waiting to and its success with the 007 line of comparatively low and turnoveris move onstage. men'stoiletrieshas beennotable. high.Moreimportant.whenthe Competitors shyaway fromsuch Tactics are Changed company bringsitsbest brains to marketing concepts. fearful that the bear on a particular problem, the In an effort to battle effectively on products will die with the fad. A result is likely to be trouble in the many fronts, Colgate has juggled its Colgate executive points out, though. areas they left. troops. Robert Young, who won his that the cost of producing toiletries Thus, while the White Knight was stripes with the Ajax introduction, is small and the profits large, so that charging overthecountrysideto was moved up to corporate market- the risk is worth the effort-evenif boost sales of Ajax Laundry Deter- ing vice president shortly afterwards, itis short-lived. Advertising onsuch gent, other Colgate detergents-Ad and has recently been moved hori- products can be minimal, since the Dynamo, Quik Solv-were falling by zontally to head a new task force, widespread publicity of the movie, the wayside. P&G's Crest toothpaste, under David Mahoney, that will con- book, etc., contributes to the promo- with its endorsement by the Ameri- centrate on doingfortheToilet tional effort. can Dental Association knocked Col- Articles Division what it did for the The entire area of advertisingi5 gate Dental Cream, long the front - Household Products Division. atColgate.Unlikeits running brand, into the Number Two While the shifting of personnel is primary competitors, P&G andLever,

70 Television Age, November 7, e companyhasnoadvertising rector on its corporate staff, nor ethereadvertisingdirectorsor wagers within its divisions. The I of personnel with these or simi- 1966 -1967 titles may be an outgrowth of Mr. sch's background in foreign mar- ting, where advertising was seldom important a factor in promoting 'productasitisinthe United Theyearof the des. Colgate's advertising -to -sales ratio the domestic scene has been singu- ly poor in comparison to those of independent chief competitors. Where Procter Gamble and Lever Bros. spend Dili 11 cents and 20 cents, respec- telv, per dollar of sales, Colgate station rw spends nearly 24 cents. It could I concluded that Colgate advertising i less effective than others, but it is r.re than likely that the company's cier marketing problems account for Theyearof tdifference. The greater amount of anertising purchased by P&G, for eimple (estimated as 5215 million tColgate's $95 millionin 1965), spot television Vmits P&G to obtain larger dis- cmts and other favors that help etch its dollars. Creative Jingles Theyearof kgain,Colgateadvertisingcre- vely has been in the forefront in ientyears.Longasbroadcast- Onded as its competitors, the com- KCOP ryjingled"Super Suds, Super is,lots more suds from Super is"intothe ears of American isewives throughout the '40's and Los Angeles '50's when it used such radio pro- ms as Lorenzo Jones, The Judy nova Show and Kay Kyser's Col- e ol Musical Knowledge. As televi- n came in. Colgate moved many of (DID YOU radio favorites into the new medi- BUY , with Strike It Rich, Mr. and Mrs. ,nth and The Big Pay -Off repeating NETWORK it aural success in tv. In the early THIS FALL?) is,it was Sunday night's Colgate rnedy Hour opposite Ed Sullivan. I families watching theirnew sets :ameacclimatedto'Ajax,the ming cleanser,sweeps thedirt ht down the drain-bubble, bub- , bubble, bub," and "Halo, every- iy, Halo!" INDUSTRIES. INC. today, in spot andon network tv. IThe Original Station Representative .ch get nearly 87per cent of Col -

evision Age, November 7, 1966 71 gate's total budget, viewers largely ed to get into the $4.2 -billion con- a new entry. Now, to meet the C witnessColgate'sfantasy approach venience food field.Its efforts here gate 100 competition, Micrin repc tocommercials. The techniqueis have been fruitless. A line of dried edly was ready to spend $5 milli credited with bringing a whole new chicken and crabmeat entrees under on a spot drive and P&G was putti look to detergent advertising, easing a Colgate Kitchen label was intro- millions more behind advertisinga out the slice -of -life method long em- duced and quickly withdrawn. An sampling onits new Scope bra] ployed by P&G and its competitors. apple -chip called Snapples has been Warner-Lambert and others also ha Colgate's White Knight, tornado, fly- testedoff -and -onovera two-year new mouthwashes coming oni inghousewives,etal.,illustrated period, and one or two other food market at the same time. that cleaning materials could be sold items are in various stages. The com- "Usually what happens." said with a light touch, and both P&G and pany has specialty foods operations former Colgate employee,"isti Lever have followed suit. Colgate's in France and Italy, but evidently management seesafter six moat latest effort in changing the look of is findingit hard to duplicate their that a new product isn't going t commercialsisafilmforAjax success here. way projections said it would, so t cleanser that is all close-ups and mat- While ittries,it looks for other planned budget for the yearis ter-of-factvoice-over a laAlka products in the fields it knows best. duced. Sales drop off. and the pr Seltzer, Volkswagen, etc. Soaky children's bubble bath, pack- ductdies. The company justist agedinplasticcontainersshape" oriented to the pay -out over three Commercials 'Step this Way' like comic characters, has been a four years, the way Procter & Gambr popular seller for the last few years, is. Colgate wants quick results." As good as the commercials are, but seems to be in danger from lack Colgate management has learned that of advertising support and wear -out New Five -Year Plan advertisingalone cannot solveall of the novelty factor. Boggles plas- Such thinking reportedlyisc problems. The company has tried to tic bags, another household success, mon at Colgate. with a number break out of the runner-up position have been hit of late by a variety of people laying the motivation to ch it has long been in, with giant P&G competitors. Respond hair spray ha4 man Lesch, who is determined tla far ahead and Lever Bros. remaining done well enough to cause Colgate each division show a profitat 1 just out of reach from a domestic to test Respond shampoo and hand end of each year, even ifit meal sales standpoint. Last year, to close lotion, and hope that a "House of reducingexpendituresorma ' the gap, Colgate outspent Lever in Respond" can be developed in the cost-cutting moves of variouskin advertisingdollars,butremained Toilet Articles Division. Throw -away In this way,saycritics, the pict some $60 million behind insales. fabrictowels,Handi-Wipes,have is good at the end of the year, (For the first half of 1966, Colgate been introducednationally. And a the long-term potential of theco advertising spending was $19.3 mil- pany is harmed. liontoLever's $20.4 million and Whateverthefutureholdsfo P&G's $51.9 million, but a two -month Colgate-Pamolive, the present seem. laborstrikeatthe Colgate plants to be bright enough.Consolidate( last spring, during which time most sales and earnings for the first nin( advertising was suspended. affected months of 1966 were at record highs the totals.) Net income was $22,417,000 or mor( Trying innovation as a substitute than $2 million over the 1965 period. for unlimited spending, the company and as Mr. Lesch pointed out, it was has co -producedits own television the sixth consecutive year that nine show, Step This Way, for local and monthsearningshaveimproved. regional showings, and has employed $7 -million campaign was to be put Saleswereeightpercentabove spot radio recently while P&G and behind Colgate 100 mouthwash as those of 1965. hitting $710.5 million. Lever largely shunned that medium. the company tried to get a major domestic and foreign combined. While managementatColgatere- share of the $170 -million mouthwash The accountant stillinside chair- portedlytakes no creditfor con- market. man Lesch undoubtedly smiles atthe ceiving Step This Way, or for com- Inthislast move, however. the figures. The moves of personnel-up. ing up with the initial idea that 007 kind of trouble Colgate can run into down. sideways and out-that have would be a good brand name on isalltoo evident. In trying for a helped bring the figures about prob. men's toiletries, for that matter, both big piece of an established market, ably bring a different expression to ideas were readily accepted and have it all too often must take on not only hisface when he considers them. proved valuable. the old-line competition, but a host For tomorrow, he knows, if Colgate's To enlargeits business, now de- of newcomers, too. Listerine long was next five-year plan is going to realize pendent almost entirely on soaps and theleaderinmouthwashesuntil itsobjectives.thecompanymust toiletries against the P&G and Lever Johnson and Johnson showed with search its basic philosophies. aswell competition, Colgate has long want- its Micrin that there was room for as its methods. III

72 Television Age, November 7,1966 12th Annual COLOR ISSUE DECEMBER 5

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Television Age

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Television Age, November ;,1966 71 mmercials /Con's. from 37)

im inside a washingmachine to I viewer's Colgate's Action bleach irked like a "giant in the washer." Ince more the "power" theme was ing emphasized.) Norman, Craig Kummel "exploded" housewives im sink to living room to illustrate itAjax Cleanser "gets you out thekitchenfast."Procter & imble followed suit with washing whines growing ten feettall and try Poppins-like maids flying from ! sky to show women how to keep !h. hands "looking young." Lever Colgate's Joe Tinney (r.), manager of commercial production, plots upcoming others put sunglasses on women film job with Bob Bergmann (r.), president of Filmex, Inc., in Filmex cruising zing at their dazzling white wash, "office" with two members of the client's Ted Bates creative team. showed delighted housewives run- ig through forests in ecstasy over viewers "Ajax. . . cleans likea storyboard or on interlock. but shares brightness oftheir freshly wizard." Remembering the incident, this responsibility with the product Imderedclothes.Clearly,Colgate theexecutiveacknowledgesthat manager, group product manager. 11 "started something." more extensive testing of the com- general product manager, vice presi- mercial might have forestalled cost- dent -marketing,vicepresident and 11 not to be Diflerent ly duplication of effort and resched- general manager of the division. and, -We wouldn't have done anything uling of plans. on jobs costing over $10,000. with i we couldn't do something differ- Not all of the Colgate commercials the executive vice president of the s ."saysaColgate executive. A are in the "real -unreal" vein. Such corporation. finer member of the Ajax team products as Colgate Dental Cream. Unlike P&G. which backstops its a the company noted. too, that there Lustre Creme shampoo and Colgate commercial production with a staff in awareness of the fact that "situ - 100 mouthwash are promoted today of 15 producers, Mr. Tinney work, i.on and device advertising" can with slice -of -life and naturalistic live - alone in handling the details of pro- loverdone. copied to death. action techniques. In personal prod- duction. But. he stressed. the plan- a Inew-perhaps "straight"- ap- ucts.believabilityisthekeynote. ning and the overall execution of the paches would have to be kept ready It's possible that in a year Colgate filmortape commercialsisvery lign. spends close to $1million on the much a team effort. [his executive referred also toan- production of commercials forits "It's marketing that is a creative oer trouble areathatcompanies manyproducts.About150 basic endeavor." he said."Idon't care C,getinto when theytryto be commercials are made in the course whether one of our commercials wins terent. off the beaten track. Several of a year, and what with lifts and some award; what I ask myself, when y rsago.hesaid,the company new combinations. the total output considering some change in a com- Dyed an NC&K commercialon the isover300differentpiecesof mercial, is 'How many cases will it I: a- and wall cleaner that had just negative. sell?'Ifthe change won't sellan b nrechristenedAjax Bucket of Riding herd on all that celluloid extra case, then we don't make the Pver. In the finished film.a hand- isJoseph Tinney, manager oftv change." siledevilinwhitetie andtails commercials production atColgate. Selling that extra case is all impor- It yed fromahousewife'sscrub- He supervises bids. which are made tant in as highly competitive a busi- b'ket and swept her intoa romantic onastandard form the company ness as soaps and toiletries, because Igo while the soundtrack jingled uses. with a breakdown of each item thecompanymarketingjustone t "Ajax... cleans like the devil." in an estimate. from props to union more case than the competition right- film got onto the networkair pension and welfare payments and fully can merchandise itselfas "the wh everyone's approval, andthen color -corrected art work. (About 95 leader." Five years ago, when the ti cards and lettersstarted coming per cent of all Colgate commercials American k In some DentalAssociationen- parts of the country. are now being shot in color.) dorsement of P&G's Crest toothpaste Sfmw and client discovered, "cleans Mr. Tinney takes partin every enabled that brand toupset the denti- Illthe devil"was practically pro - pre -production conference, whenever frice market, Colgate DentalCream Iity. The commercialwas pulled possible. He does not exercise soli- the soundtrack redone was forced to revise a long-time prod- totell taryvetopower onestimate.on uct claim: "The country's best-selling

vision Age, November 7,1966 75 IOWA toothpaste" became "the %%. selling toothpaste." since the Colga brand retained the world-wide let

1) virtue of its strong position ove -eas. This kind of change. minor

itma\ seem. can affectdozens I commercials and ad% ert isement which must be re% isedat conside able cost. Revision became necessar% .too, from Omaha .1 Ted Ratescampaignthat tit .igenc hadlaidoutthisfallfc Colgate's toothpaste to counterattac. WOW Radio and Television Crest. Without referring to the conit 1,etitive brand b% name. the ham Farm Director hitting commercial implied the Crest was unpleasanttotaste.that

Arnold Peterson predicts it was onl% good forkids t. "increased prosperity for the use.andthatitdidn'tcompletel' Nebraska -Iowa farmer and for everyone prevent cavities. The campaign. how who does business with him." ever. ran afoul of new guidelines jus posted by the NAB Code Board Based on a long, hard look at the agricultural situation in Nebraska regard to how strongl%competitim and Iowa, Mr. Peterson, one of the nation's most respected farm can be knocked. The campaign. once broadcast authorities forecasts: "Nebraska's winter wheat is againatexpenditures of time anc expected to set an all-time record of 35 bushels an acre. The USDA money, was toned down. estimates an unprecedented 70 bushel per acre yield for Nebraska corn. Soybean production in both states is up. And The casual reader of the preceding Iowa farmers are expecting record yields in both oats and hay. might come away with the idea that Colgate seems particularly "accident "The outlook in cattle production continues to be bright. prone" in its commercial -making en. Cattle pasturelands are virtually at peak capacity. Beef production cannot maintain pace with consumer demand over the long deavors. In truth. this is not so. and haul, consequently returns to producers will continue to rise. the few problems that have come up must be reconciled1% ith the tremen- "Hog prices are high. Pork production is uniquely adapted to farms dous volume of commercials turned and hogs will continue to be a vital segment of the farm out every year for dozens of prod- economy in Iowa and Nebraska. ucts. "The midwest, especially Nebraska and Iowa, heartland of grain What is more important is the re - production in this country, will continue to increase yields sped that Colgate's advertising has through more fertilizer, more irrigation, more equipment, more engendered over thelastfete %ears capital. In short, this means increased prosperity for the farmer and for everyone who does business with him." among the company's rivals aswell as the industr%atlarge.Ithas not That's the up-to-date picture of the nation's richest farm belt- just been the success of the White Nebraska and Iowa. Brightest in years! So it makes good White"Tornadoand 007 business sense to reach these productive and prosperous farmers Knight. with strong selling messages on WOW Radio and WOW -TV themes that has sparked the appro. 1 Omaha - the long-time farm program leaders in Nebraska and Iowa. ciation. but a growing awarenessof Call your Blair man for the full story. the influence of Colgate commercials in the light of the compam's general marketing weakness. These weaknesses. discussedat WOW AM TVCBSOmaha, Nebr. length in the article on Colgate marketing elsewhereinthisissue. undoubtedly have been offset to a considerable degree by sheer powerof the Colgate advertising. And sinceCol- Meredith gate employs television asitsover- whelminglydominant medium.its bunch efforts in that medium must becred itedwith aremarkable recordof OMAHA WOW AM FM TV; KnSAS CITY KCMG AM FM TV; ill F-.P,Ix KPHO AM IVSYRACUSE WHEN AM TV achievement.

Telerision Age, Norember 7,1966 a (Continued Irom page 37) MISSOURI

ium began. Strike It Rich, Mr. Mrs. North and The Big Payoff some early examples. ut the most successful of all was Colgate Comedy Hour on NBC - Beginning as the Colgate The-

; a half-hour show on Monday ts, later switched to an hour op - from Kansas City e The Ed Sullivan Show on Jay nights,the program pro- d some of the best entertainment George Stephens, itsday-of thegood, warm- ted.familyentertainmentva- KCMO Radio andTelevision it kith which the company wanted Director of Agriculture, o e identified. agrees: "There is more grass roots optimism 1 n the early days, Mr. Little be- ie d in the corporate philosophy about the future of agriculture is ',posed to the brand philosophy; in Kansas and Missouri than inmany years." ie.lways felt that the Colgate -Pal - In an assessment of agricultural conditions in Kansas and Missouri, (live name was veryimportant. Mr. Stephens points out: "A 30% increase in 1967 wheatacreage `T Colgate Comedy Hour was an allotments will be a big shot in the arm for the agriculture mrella for all other brands," notes economy here in the midwest. The stepped -up demand for I 1-mer company vice president. soybeans and feed grains means growers will be plantingmore and 'oday,"saysa network sales - shooting for higher yields per acre for a goodmany years. 11E. "there islittle corporate buy - "The livestock economy presents an exceptionally healthyprospect, at they buy for brand needs, and too. Demand for red meats has allowed producers to maintain in- brandsskewsomewhatdif- relatively good prices in spite of a boost in numbers of both el fitly." cattle and hogs fed. Opportunistic Buying "It is essential that our farm operators becomemore specialized, make greater use of mechanization, usemore science and 'hen owning shows became too technology and do a better job of marketing to meet the ,oq,Colgate went intonetwork challenge of far greater demand for their products." int participating basis. The com- Things are looking good. Both for the farmer and theadvertiser who qu's nighttime network buy now sells to him. Which means it's a good time to reach 'ucs down into three categories- Mid -America's rich agriculture industry with the stationsthat Kansas klhe buy, scatter plan and "oppor- and Missouri farmers have been sold on for years. KCMORadio lintic" buying. Surprisingly(but and TV. For all the details call CBS Radio Spot Sales for .eilps intelligently) for a company KCMO Radio andH -Rfor KCMO-TV. ftehas traditionally been interested a tying new shows, the base buy at .rent is all in established, risk -free s. The primetime lineup includes NBC-TV slums. Andy Williams, Martin. I Dream of Jeannie ,The Man From U.N.C.L.E.,as as one ABC-TV show, Batman. KCMO AM TV ley seem to have gottenaway CBSKansas City, Mo. the Colgate Comedy Hourtype ?,tup, maybe because they got tsithThe John Forsythe Show islyear and Harry's Girlsa few the ea. ago. But 1 think they'd liketo Meredith Onto a new show and willnext " says one network executive. bunch another network, the opinion KANSASCITY KCMO AM FM TV; OMAHA WOW AM FM TV; t the company's mediamen are KPHO AM TV; SYFACUSE WHEN AMTV

'sionAge, November 7, 1966 astute decisionmakers-and that the "The biggestriskthetelevision stations and reaching a peak of streamlined corporate media depart- advertiser takes is that these (prom- stations, Colgate sponsors the si ment gives them greatflexibility. ised) audiences and these (implied) currently in 39 markets.IItis "When something unusual happens, ratings won't materialize....I firm- ten others without Colgate ad% they can move in on it very fast." ly believe that the time has come tising.) Last yearthe company's specials, for the television industry to adopt What this does, besides identify. their "opportunistic" buys, were the an Audit Bureau of Circulation tech- the company with the show. is g Emmy Awards, Garry Moore, Summy nique and guarantee audiences. its products a favorable conmiert Davis Ir., the Gemini specials and "If the networks insist on 52 weeks environment,and giveColgate the Surveyor moon shots. firm and high prices, no guarantee chance to handpick its markets. 'I Besides these, other network base of the same time period or evert that show also provides a laboratot buys include a sports package and the show willreturn, no voice in for test products. Colgate has at some news shows, Peter Jennings on showselection,restrictiveproduct into syndication deals before. w ABC-TV and Huntley -Brinkley on protectionandvirtuallynobill- Stump the Stars and Frontiers NBC-TV this season. boards, then let them guarantee the Knowledge, for example. AlthoughColgate-Palmolivehas audience." In addition, the compan\ has be traditionally been a pioneer in new Since network shows have become activein sponsoringlocalspeci program development, the company too costly to own, Colgate has turned for much the same reasons. Besiii is profoundly aware of the risks in- to other methods of getting corporate local primetime movies. local specia volved. In 1963, executive vice presi- identification. At present this takes from country fairs to documentarii dent David Mahoney spoke before the the form of syndicated co -produced have carried the Colgate name. 1. Association of National Advertisers shows and local specials. dications are that the new spot CI on the subject of "guaranteed audi- In conjunction with Triangle Pro- ordinating pool will greatly faciliti ences." While some of his suggestions ductions on thesyndicatedfront, such buys inthe future. -Beau seemed to have died soon after their Colgateco -producedtheGretchen control of all the brands isat 9? birth, they illustrate the thinking of Wyler dance show, Step This Way, agency. they can look at the big this giant advertiser: lastyear. Originally placed on 13 tune and see which brands need

Contacts at the Colgate Agencies Ted Bates & Co. NormaWren-media super: 1.w Norman, Craig & Household Products PatriciaHarrington-radio-tv time - buyer Kummel, Inc. Palmolive,Soak), Palmolive Liquid, Household Products Action Bleach, Swerl, Spree) (Ajax Detergent. If'ind William Mixter, Mel Elbaum, Barry William. Esty Co. Laundr) Cleaner, Ajax Cleanser, Bucket of Boardman-accountmanagement super- Household Products Power, Cold Power, Power Pads) : isors (Fab, liel, Cashmere Bouquet Soap) JackSavage-management supervt JerryMason, EverettKeller, John Will Graham-accountmanagement Joel Linkey, Derrick O'Dea Ben Roche, RobertHyde-account execu- supervisor Bieley-accountsupervisors tives EdwinHolzer-account supervisor John Good. Bob Fitzgibbon,. Da Bud Sawyer-mediadirector (household products) Anderson, Charles Whiting. Jerry W GeneCamerik-mediasupervisor Robert Sindelar, JohnScott-account executives executives tern-account Toilet Articles Toilet Articles (Dental Cream, Colgate100) Toilet Articles (Respond Flair Spray, new products Wally Kull-accountsupervisor James Benham-accountsupervisor (Halo, Cue, (:Itra-Britel Bob Crothers-accountexecutive Lee Hines-accountsupervisor (Den- Leonard Faupel-accountsupervisor tal Cream) Sheldon Boden-group mediadirector SamBader-accountexecutive Donald Ashley, Frank Rich-account Karen Silberstein, Barbara Gerber- Bob Jones-media supervisor broadcast buyers crecutives (Dental Cream) Frank !Marshall-mediadirector Robert Bruns-account supervisor (Colgate100) Street & Finney, Inc. Bryan Barry - account executive Lennen & Newell, Inc. (Nandi -Wipes, Florient, Buggies) (Colgate 100) (Lustre Cream,Cashmere Bouquet FrankCamp (Baggies), Bob\V, ,k' Sam Vitt-media director Talc, Congestaid, Lustre Dent) (Hand -Wipes), Toni Rosenwald i'r DavidWilliams-media supervisor Nat Allan-accountsupervisor ent)-account supervisors executives Neil Fox(Baggies),Wes Buckner Stern, Walters CharlesHorn, Tom Mau-account (Nandi-Wipes)-account executives executives Ray MeArdle-media directorand & Simmons, Inc. Mort Keshin-media director supervisor (Pharmaceuticals) Sandy Floyd-broadcast buyer Dorothy Barnett-broadcastbuyer

Television Age, November 7,196,, 'fir and what monet thehate Marketing (Continued from page39) have confidence in company people: serf on them.- sat. a salesman If you've run a business, met a pay- la oneof the large repres4.ntatite and also compares unfavorably with roll, and made a profit, he will re- Lever Brothers. In addition to ad- spect you." tierompant's concern w ill "local vertising expenses. the company in- Perhaps Mr. Lesch's approach to of tarsi - seam, from the dat curscostson promotionalefforts. marketingandmarketersexplains isnoindica- t Little, but there suchascoupons.sampling.and why today thereis no strong mar- r that it has waned. Colgate media point -of -saledisplay s.Thesecosts keting voice at the top level of the Itkeep on top of etym. on the hate been estimated to run in excess company. Thereis no senior exec- III wriseinan intense effortto of$35 million annually. Like adver- utive at Colgate. thoroughly ground. onsomer disappro% al. For in. tising expenses. they account for a ed in the latest marketing principles, 4;e.th. (Agate "white tornado- higher percentage of sales at Colgate whoisexclusivelyresponsiblefor mei, Ws for AjarAll -Purpose than at its competitors. Furthermore, representing marketinginterestsin werepulledoutofmid- leer Colgate's -hare of market inmany thehighestdecision -makinglevels. :efri Markel. receiiii% when a real ofitscrucialproduct No single officeris responsible for ado hit the area. categories laundry detergents. toothpaste. integrating Colgate's overall market. ing inters -t- with the pressing. some- Nhit Ploys the Goose? shampoos,have shown slightde- clines recently. Clearly. the times conflicting. demands of eco- aturallt. all media decisions are company has a variety of marketing problems. nomics.salesand investment con- e jointlybetween the agencies Chairman Lesch majoredinac- siderations. Colgate.Colgate'srelationship countingincollege and was hired its awl). ie. has remained fairly Woke Up, Toiletries ion' sit er the tears. Rates was as an accountant at Colgate in 1932. I'..s-ibltbecause of his solid back- The second in command at Col- vitally put into business with th, groundinthefinancial aspectsof gate is David J. Mahoney. who was ,ateasISOM:the E-hagem man% Colgate brought in on the strength of his pt fora short period when the observers Iseliit hs considerable success as head of the ant reportedly was resigned. ha- -tre-ses the economic in- tcrs-t- of CssIgate. frequently at the Good Humor Corp. He is said to m,. been around. - expen-sof Colgate's marketingin- share Mr. Lesch's less than enthu- %ear. however. the company terests. The two interests need not siastic approach to marketing. Rob- veil II' 1ri Advertising ert W. Young Jr.. as corporate vice hasassigned presidentin charge of world-wide of the affected products an iiiii g marketing. would appear to be Col- they agencies. gate'sstrongestmarketing spokes. tete seems to be one feature that man. However, Mr. Young. the man °minimtothe agencies.their creditedwiththesuccessofthe e insizeis enormous. butthe Ajax line of cleaning products. re- mit.cent. to 111111/e the "Tel ill' portedly has not been a strong mar- b of ca.h.Bates' computers Isla% keting planner for interests of the t part in media operations: Noi entire company. He has assumed the Craig kummel was re-pon roleofdivisionaltrouble-shooter. forthe highlysuccessful and and was recently made general man- dite-%tax promotion. etc. ager of the men's and women's pro- wall is-experimental-and ducts of the Toilet Articles Division, .minded.''Colgatemedia 1.10114.F 1.%1101)% a full-time job in itself. The Colgate ttions hate been called -sophis- olgair'i , If edia hope is that he will be as successful al" ¶s sine%hatofan under - in toiletries as he was in the House- in the soap industry. thecour- be mutuallyexclusive. and infact hold Division. which was jolted out t sterns tohate .thrres4f11111% sit Is]not be.As one former head ofitslethargyw iththe House of ',mil thegame of one-upmanship oftheHouseholdDivisionsays, Ajax. t x media front.lintthe game "Mr. Lesch mathave exaggerated Given somewhat of a vacuum in 40 ends. asthe Colgate media views of his own competence as a marketing leadership.itis not sur- ainWilt AIM the Media Ilk marketing man. but asafinancial prising that on lower levels through- eirix agencies are intensek strategist.he'stremendous.- Col - out the company. and even atits perimentation continues. gate's chairman men is said to be agencies.thereiswidespread con- litheprimal-% goal of getting the a little short on respect for today's fusion and frustration on how Col- IN for the iiiii net an understand. bigtalking.free -spending marketin; gate's marketing interests should be h aimfor an% cotIlliall% that executive. "Mr. IA-sch has no real best expressed. While thecompany Nis almost 2.7, cents of men% sales confidence in marketingpeople." spends generously on basic tools of frfor advertising. said the former associate. "He does marketingI research,development.

.4,..,,..,,, 7.I.wv) 79 consumertesting),fewguidelines have been laid down on how touse Colgate's Cloak -and -Dagger Competition thetools.As one former general In two separate instances involving Colgate-Palmolive Co., the corn product manager putsit,"They've petitive nature of theindustryhas been plainly In laid all the groundwork. Now they revealed. on case, in 1964, an Englishman was sentenced to 12 months in prism need to establish a strong corporate for offering to sell secret information on Procter & Gamble detergen marketing strategy based on infor- advertising plans to the managing director of Colgate's operationit mation Colgate already has at hand England.It was brought outina hearing that the secrets migh or can get easily." have caused P&G to waste $2.1 million in advertising money.I Thi One of Colgate's agency account defendant contended he actediniratereactiontoP&G's use supervisors described the problem as Colgate "leaked information.") a failure of the company to resolve 1 A year later,a junior executive of P&G inthis countryoffers' three basic influences which shape to sell to Colgate a 188 -page budget supplement on a Crest toothpast thecompany's marketing policies. advertising campaign. The asking price was $20.000. A Colgate aid They are: an inclination to solve all "agreed" to the deal. but notified the FBI. (The arrested industry marketing problems in terms of the -py subsequently was given a suspended sentence.) overallfinancialinterestsofthe company. and not the financialin- terestsofindividualbrands; the late'50's andgave Colgate Dental nual volume, at the price of "swinger"influence in which a (:reamarealrunforits money lishing a long-term product. shrewd individualworkingon a right from thestart. In 1960, when It was not surprising to ma particular brand is able to dominate theAmerican DentalAssociation the people who worked on Cue , itand make marketing decisions gave Crest its famous blessing, the the toothpaste never carved out intuitively and rapidly; and the tra- toothpaste market was plunged into itself a significant share of the n ditional marketing strategy of bas- chaos withCrest zoomingtothe ket onitsonlytrump,the A ing decisions on extensive pre -test- top, permanently edging out the Col- recommendation: Crest had obtai ingof new -product needs,names, gate brand. There are many who say and exploited it years before. As packages, the product itself, pricing, Colgate was slow in coming up with former product manager at Colt potential markets, and product im- a toothpaste formula to win the ADA says, "Cue is an excellent exam ages. stamp of approval. Still. Mr. Lesch of Colgate's willingness and abi These influences on a new product issaid to have believed that once to move fast. but it also betrays elicited this description from a for- Colgate had ADA approval, it would company's lack of appreciation mer brand manager: "At Colgate a be back in the toothpaste derby. sophisticatedmarketing,espeelitili newproductisoftentestedon an abilityto comprehend ther everything Battle of the Tubes possibleandaperfect meaning of the segmented marl marketing plan is in the process of In August of 1964, Colgatere- You can't just come out with a p evolving. Then a swingercomes in ceived ADA approval for Cue, and duct,basicallythe sameasy( heatedupabout thecompetitive the stage was set for a battle of the competition. market it the same u problems and potentials. He says, toothpastetitans.Before then Cue and expectit to succeed; you hi 'Let's get P&G where it hurts, and had been in the test market for four to one-up them. Cue never seized act now!' So the product goes into years withuniformly poor results. great opportunity." He pointed national distributionatgreatex- The toothpaste had achieved few of the MacLeans toothpaste was a fa pense. This upsets the financial plan- its obectives, and no distinctive im- ure in its testing with 80 per ct ners-who seethatthe promotion age had emerged. However, the ADA of the people. but Beecham exploit budget is cut back. When the product approval,thecompany decided, a theme aimedattheremainii doesn't do well or bombs, should a should be sufficient for the product 20 per cent who liked itsis hitenil really be too surprising?" to succeed nationally. The Colgate abilities. The toothpaste has been Spectacular Failure factories were cranking out millions winner. of tubes of Cue even before a na- No Cue for Cue A good example of how Colgate tionaldistributionormarketing has paid dearly for its own market- plan was drawn up. Some people A former group product manag, ing shortcomings was its recent, most think Mr. Lesch rushed Cue onto said, "Cue was a classic mistake spectaculartoothpastefailure, Cue. thenationalmarketbecausethe marketing, andImaintainit From a marketing standpoint, prac- ToiletriesDivision wasintrouble preventable." The mainerror. I tically every rule in the book was that year and was headed for a poor said, was a failure to develop a di broken on this new product. To ex- sales showing. They look at Cue's tinguishingcharacteristicfor tl amine the fate of Cue, it's important frantic, premature and untested in- brand to give the consumer an in to examine its intended target, P&G's troduction primarily as a defensive por:ant, and new, reason for Crest. Crest was introduced in the move to shore up the division's an- Cue. He contended the Cue deba, I

80 Telelision Age, Novembet ion You Are Invited to Enter

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I.evision Age, November 7, 1966 is an example of the excessive pre- A former executive at Colgate- spent for fast and reliable ship occupation at Colgate with the total just below the officer level (officers "It's extremely frustrating to ev economic impact of individual brands rarely quit or are fired at Colgate)- one concerned, except of course, tl rather than developing the unique who recently resigned claims, "The shipping department," he said. needsandopportunities ofthe company'smotivation isentirely branditself.The company hasa wrong. Colgate has always had the Top Sales Force tendency to plunge into distribution willingnessto commit money and tofulfillanimmediatefinancial take a risk, but itis not essentially Such occurrencesareespecial need, to obtain an important quick motivatedbywhatthe consumer frustrating to the company's sale volume. and to satisfy the stockhold- wants, but by what will impress the men. Colgate's sizable sales force hi ers with a presentable annual report, stockholders and board of directors. been described as "tops, the best i allatthe expense of developing a There happentobe somereally the business, especially the region, long term market position, he said. great products and marketing plans managers-but sometimes misdirec The fact remains that Cue failed. on the drawing board now, but it's ed in regard to new products." , The $12 million estimated cost of really only a coincidence. The con- former employee pointed out that th promoting the toothpaste came out of sumer is not really king at Colgate." morale among the company's sale other scheduled marketing budgets men has "managed toremain el tremely good in spite of their pro6 within the Toiletries Division. Many Expensive Economizing Colgate observers and former em- lems." He noted that while P&G an. Lever Brothers have been increasing ployees claim the Cue incident points The company's preoccupation their salesforces, Colgaterecentl. up the company's basic marketing itheconomics at the expense of reduced its force significantly.\for. weaknesses: a tendency to copy the marketing has prompted wide, often importantinterms of theI.% end competition, rather than one-upit, helpful, cost-cutting programs. Those and to seek quick rather than long- marketingstrategy, thesalesinei departments and individuals whore- term sales. They say some of the commonly solicit business from du port cost cuts are favored. But some- major chains and other key accounts same problems can be seen in the times the objective is lost in the drive marketing of Colgate 100 mouthwash doinglittlebusiness with jobbers toeconomize.Forexample,one and Code 10 hairdressing. wholesalers, and independent retail former assistant product groupman- ers. "That philosophy may be 70 pei agertoldhow short-sightedship- cent correct, but you shouldn't over.' ping policies were not coordinated look the local independent druggist. withmarketingobjectivesatsub- especially when you're coming out stantial loss to the company. He said, withanew product,likeahair Who gets top "One time the shipping department spray." a former employee said. A found it could save $300 by shipping salesman may call on six major at. billing with some promotional material one way counts and sellall of them. he said. instead of another faster way. At the Hisalternative might be toselect Central Iowa same time a major promotion had three of the more difficult key ac- been planned behind Colgate Dental counts, and spend therestof the Cream with store stands and displays time soliciting business from the in- viewers? in preparation. Because the trucks dependents. "The chancesarethe arrived late and the promotion was big chainswillbuv up the-tock pre -booked. the chain stores got edgy. anyway, especially if they are being They called the P&G people and said, heavily promoted, but the smaller re- 'We have all this space and nothing tailer may have to be sold," he said. to put init: can you fillit up with This theoryis especially applicable Crest?' The Colgate products were in the introduction of new brands. left out in the cold and we ate our he felt. heartsout. There was an absolute loss of close to 830.000. even though Where's the Spirit? the guy who saved pennies in shipping costs got a blue star." He point- Anotherformeremployee, who ed out that an individual was hired was close to Mr. Lesch and then as- by the company to solve its frequent signedtothe Household Div ision. shipping problems, but his recom- believes the company's main prob mendations were notaccepted be- lems may appear to be marketing. cause they were too expensive. The but really are organizational. "The f eCOLORFUL 13 DES MOINES, IOWA group manager said he is convinced team spirit at Colgate-Palmolive I' there could be a 20 -per -cent increase simply not there. Mr. Lesch, a bril- Repratenled Nationally by Patera, Griffin. Woodward. Inc. in volume if five per cent more were liant financial planner, doesn't conk

82 Television Age, November 7,1966 It ehend the human element thatis the destinies of their brands. A brand sionwithitsAjaxproducts,as sary to develop a driving group managermightseehisproduct having been realized despite the com- independent thinking people, Co. moving steadily ahead, and then just pany'sstructuralandmarketing dinatedand workingthrough when itlooks like a real gainis weaknesses. A former employee of joblems that cut across all depart - being made, he finds his budget has the division recalled: "We all worked !titsof the company. While Mr. been cut drastically (for reasons un- on all the new products, and devel- sch can be extremely charming, known to him) and he is left with oped a young, hard -driving creative is very impersonal," he said. the patchwork task of revising sched- group of marketing men who knew ules and juggling expenditures. how to work together. More impor- Common Purpose Another former employee, to illus- tant, there was a certain permissive- liepointedoutthatmarketing trate the lack of teamwork and appre- ness in Household that gave us more ,jectives need not run at cross pur- ciation of other departments' objec- authority and responsibility. This all sestothe company'sfinancial. tives, said "At Colgate you have to paidofffor the company. Unfor- 'les.distributional,researchand con and cajole the media people into tunately most of the people that were velopment objectives. Too often. getting your products on the good responsible for the Household Divi- (never. they do. Why? "Because to shows. Buys arerarely made for sion's winners are now gone." He tegrate all the interests of the com- specific brands. A philosophy of the pointed out that he believes the com- i ninto a working unit requires averages dominates. You take what's pany must develop a team spirit on i> development of teamwork and a given to you. I might get a good slot top toset an example for greater gong senseofparticipationand on the Dean Martin Show; then you teamwork on the bottom. Too often, :preciation for the overall effort." have to take a little Huntley -Brinkley the decisions are made all on top and I ijor decisions, he claimed, of any garbage to see that the averages come passed down; any ideas or innova- I niat Colgate are made by Mr. out. You end up competing with tions at the bottom never are per- isch personally. "He does his home- other Colgate brands-not with P&G mitted to work up through the com- i.rk extremely well, and frequentl -for the media schedules." pany. If they could go from bottom irs know more about an individual SomepeopleregardColgate's up, the company would be making ',Mem thanthe company's sup- major success since Mr. Lesch took aninvestmentinfuture company ped expert. But he does not sit over, notably in the Household Divi- leaders while at the same time remov- iwn with his top officers and say. iok, here's the problem. each of vu come up with a solution. and we IIIchoose a course thatsatislit.- vrybody.' " In the top ranks there is relatively small circle of officers r wildMr.Lesch.he continued. "l t. operate more or less independ- ly and do not share a strong sense common purpose. They are not sung advisors. They are paid ex - The t mely well(in the $100.000 -plus rite:. if they are not really way rticipating in the thrust of the coin- !: at least it looks like they are to reach yen they're seen at 21 for lunch." Philosophy of Averages

Hie centralized -directivesarrange - n itisfelt and magnified inthe CHATTANOOGA Inpanyranks.There payscales 'ortedly are lower than at Colgate npetitors, the promotions less fre- tnt. the turn -over notoriously high. Ithe frustrations abundant. The st-often heard complaint among product men is that there is no re3 wine sense of identification with TV3 GOINWRCBG PLACES company as a whole, that they re no real participation in guiding

ivision Age, November 7, 1966 ;r3 ing a major reason for middle and Finances (Continued from page 40) soap and detergent market. Altho lower management's leaving, he said. the Commission did not find that In spite of the company's pressing Unilever (Lever Bros.). P&G has a undesirable monopoly existed.it problems in its marketing, most peo- sales volume more than twice as big decide that the advertising and ple predict Colgate's success will con- and assets almost three times as big. motional effort of the two compa tinue. "I actually believe Colgate has Unilever has sales over $5 billion and was undesirable. It urged the Bo more to work with than P&G," said assets over $3 billion. of Trade to force both companies one former new products employee. Why has the investment commun- chop their ad budgets by 40 per "Everydollarmadedomestically ity recently become interested in the and reward the housewife with lo might make $4 overseas.Its willing- potential of C -P? Part of the reason prices. ness to spend and come out with new is psychological, part is performance products is to be admired. Mr. Lesch and part is instinct or hunch. Ana- Government Censors believes in placing as many bets as lystsandinvestmentcounsellors possible in the knowledge that some never admit to the role of instinct The importance of the report 1} will be winners and some will be when the financial community sud- not so much initsapplication losers.Itisbasicallyawinning denly rivets attention on a company. the soap makers as in what it mi theory. He recognizedhisearlier That defeats the whole concept of a signify. This makes the third oce problems with new products and re- carefullystudied,closelyanalyzed sion in which the British Governtnei search-and solved them.Iwould recommendation. And, besides, there or one of its agencies has decided love to have been able to prove to are always some sound, basic reasons enterabusinesssituationto Colgate that its overall strategy on to guide the instinct. Some of the policy on advertising or pricin new products is right, but the poli- basic elements at work at present are both. Earlier the government lau tics, bureaucracy, and dollar com- that the soap and detergent industry ed a campaign to curb cigaret sm promise forthe immediate future seems to be in a good position to ing. Last April the Monopolies C clouds its accomplisments. benefit from the leveling -off of costs "I quit," he said, "but five days mission studied and criticized E of fats, oils and other vital ingredi- man Kodak's marketing operation ago I spent my son's savings to buy ents. Meanwhile, the prices for the England, arguing that the filmm Colgate stock." packaged goods have been moved up could afford reductions its the p sufficientlyto insure a fairly good of color film, and saw Kodak jus margin of profit. With costs stabil- that criticism by reducing its prices splicers? ized and prices adequate, the outlook Whether the Board of Trade wool( from this point on seems to be deter- expect the same degree of acquiesena hot or cold...wet or dry! mined by the marketplace. And the from the soap companies remains analysts see a market in which a CAMERA. MART has them. he seen, but the Board's presid largerpopulationeventuallywill has indicated he was in agreem GUILLOTINE SPLICER spend 50 per cent more on the task with the findings of the Commission ofkeeping Precision machined for themselvesandtheir and would start negotiating with the accurate registration. homes clean. In addition, practically soap companies. For use with non -perfor- all the soap and detergent companies Where does Colgate-Palmolhe fig- ated Mylar or Cellulose Tape. Cuts straight for picture are pushing deeper into the conveni- ure in the picture? Although it did and diagonal for sound. ence food and toiletries fields where not figure at all in the commission 16mm Model $185.00 the same basic factors seem to be study, Colgate is a very strong factor 35mm Model $225.00 fo. operating. its the international market rthosigh If itsEnglanditsstrengthismuffled PORTABLE Clouded Horizon by its chief rivals). Last year over HOT 53 per cent ($462 million Iof Its If there is a cloud on the horizon sales and 84 per cent ($23',_ milli(*) SPLICER itis a peculiar one which in its early ofitsprofits were earned itsthe Professional model with hardened ground stages couldactuallyimprove the international market. Of that amount chrome steel cutter blades. earnings of the companies although an estimated 60 per centcame from Built-in carbide tipped scraper blade cuts its long-term impact may be depress- Europe, and a company that gets that splicing time in half. ingfordetergent -makers and the portion ofitsprofit from abroad Model 135-35mm or 16mm $349.00 advertisingindustry.Itdeveloped could get a bit nervous whenagov- Model 116-16mm or 8mm $249.00 from a special study of the soap busi- ernment in one nation begins to set Camera Mart has a completelineof splicers for every need. ness by the British Monopolies Com- advertising and pricing policies in For further information write mission early this year. Ostensibly the their industry. Such actions art- coll. the CAMERA MART inc. Commission set out to study why and tagious and could conceivablytpring 1845 BROADWAY NEW YORK 23, NEW YORK how P&G and Unilever control some up elsewhere. PLaza 7-6977 90 per cent of the United Kingdom's While the salesof thedomestic

84 iTelevision Age, November 7, RERDUM SHUN) HEARUM FIDVERTiSiNC

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Another exclusive exposure opportunity for SeviceAds inSRDs STANDARD RATE & DATA SERVICE, INC. levision Age, November 7, 1966 85 Colgate's Fiscal Fortunes -1960-1966 (First jour lines in $ millions) 1960 1961 1962 1963 1964 1965 R&D, new 1966t (Est.) product promotion 9.6 16.5 25 28 28 29 30 Advertising 41.4 39.8 50.2 62.7 70.1 82.0 75 Sales 576.3 604.9 673.8 722 806 862.1 915 Income 21.2 22.3 22.9 23.8 25.9 28.0 Per Share 30.9 $1.35 1.42 1.46 1.52 1.65 1.81 2.00 Divd. per share 750 750 750 770 800 850 671/2( Price (hi -lo) 14-22 16.32 18-29 22-33 26-34 27-37 22-29

operations have increased at a com- potentialof such an organization, existing products to obtain a bigger pound annual rate of almost 8per particularly when it has only 10 mil- share of market. cent, there has not been an accom- lion shares of common outstanding. The evidence of how Mr. Leseh panying gain in the share of prof- That C -P would be in the billion- implemented several of his ideas is its coming from U.S. efforts. In fact dollar class about this time was fore- easilyillustrated.The expensesof the company is more dependenton cast by itschief executive George developing and promoting new prod- itsforeign business today thanit H. Lesch in 1960. At present it looks ucts rose from $8 million in 1959 was back in 1960. asifthe company willfall some- to $29 million in 1965. Thus, in a The psychological cause for the what short of the figurein1966 six -year period the research and pro- interestin C -P could be traced to (aneight -weekstrikeshutdown motion budget as a percentage of the fact that it is about to enter that most ofitsplantsin March and sales jumped from 2.8to7.3per exclusive club of corporations with April), but should reach it in 1967. cent. A number of new properties $1 billioninsales volume. That's Mr. Lesch is the man who must be were quickly shepherded into the cor- a magic figure these days and opens credited with the changed view of porate structure.It began u ith the the eyes of analysts to theenormous Colgate although the crucial test of purchase of the Wildroot Co. and the company's strength may be in Sterno Corp., continued with S. M. the period immediately ahead. The Edison Chemical Co. and the Lake- chairman took over from E. H. Little side Laboratories in 1960. and then at the start of this decade, a move Mr. Lesch directed the acquisition that itself was quite an accomplish- of the consumer products division of ment since Mr. Little was one of the Unexcelled Chemical for $3 million; giantsofthedetergent -advertising Reefer and Caller (makers of moth business. Colgate, in fact, has a tra- control products)for SP:. million, ditionofstrongchiefexecutives a French food company in 1963 and datingbacktoCharlesSumner an Italian food processor in 1964. THE NEW Pearce who headedthecompany CANDY STRIPED during the soap wars of the competi- Costs Brought Down tive 1920's. Thecost-cuttingprogram was BARBERRY When Mr. Lesch was named pres- carried out by eliminatingallthe ROOM identitwas reported he was con- duplication of effort that had been vinced the company's biggest need built up as a result of running three Your Host, BILLY REED was to introduce as many new prod- separate divisions, each with a sep- provides the atmosphere ucts as it could. staffof agents, of a private club arate purchasing auditors and salesforce. When a Luncheon Cocktails Major Shake-up household product. a detergent. and DINNER AND SUPPER Hisother major move wasto a toilet article were produced in the DANCING shake up the executive organization same plant they had different super- (except Sunday) iththeappointmentofseveral visors to guide progress. Mr. Lesch NO COVER CHARGE young key men to head up the com- eliminated most of the duplication RESERVATIONS: 753-5800 pany's maindivisions.Otherkey and in doing so reduced costs byan steps in his program called for the estimated 10-15 per cent. acquisition of new properties where - The new -product programsimilar- ever possible provided they augment- lyhas been carried through, with ed the company's product line,re- Colgatehavingsuccessfullyintro- 21 East 52nd Street, N.Y.C. duction of costs, acceleration of reduced the following since Mr. Lesch search, and aggressive promotion on took over: Action bleach, 007 men'

86 Television Age, November 7, Baggies plastic bags, Tackle expected to gain as much as 50 per ble and are a key factor in the com- cite remedy.Code 10 hairdressing, cent over the level of four years pany's inability to show better than oakyliquidsoapforchildren's earlier. That would indicate earnings a 3.3to 3.7% netprofit margin ubble baths. and Ajax All Purpose in the range of $2.20 per share in (P&G's is about twice that). leaner. which hit with such impact 1967, and in some quarters itis be- It may be that as the new products tat the Ajax name was carried over lievedthat 1968 profits would top thrown off by the research program 32.50 per share. a whole family of cleaning pro- increase, advertising and promotion- wls including a laundry detergent Obviously there are certain prob- al costs will decline, for the company nd afloor -and -wall cleaner called can take advantage of the momen- ;ucket of Power. tumithasgeneratedwithother Notall thenewproducts.of products. Inaddition, thereisal- verse. have been successes. The dis- waysthepossibilitythatColgate )pointments include Ad detergent, willeffect another merger, and is ynamo liquid detergent, Palmolive reportedlyseekingoutcompanies old deodorant soap and Cue tooth. with $100 millioninsales volume aste. III.thesesetbackshaven't and at least $1 million in profits. It ((hired the new product momentum. isconcentratingitssearchinthe old131111er. a cold -water detergent. areas of drugs, pharmaceuticals and asrecently putinto nationaldis- food. ibution. as was Colgate 100 mouth - ash.Intestmarkets, as Colgate lems that must be faced. One key to $96 -Million Surplus the company's success is, of course. olcavors to get in the convenience The costof Colgate's expansion od its advertising program. This is an business,aresuchitemsas program has been financed shrewd- 'apples, an apple -chip snack item. essential element of any soap -toiletry ly.There has been no growth of 1/1 \Ir.Puddin'head.an company. The strategy and tactics instant long-term debt. It has declined from Addingforchildren.Also testing of Colgate's advertising are discuss- ed elsewhere in this issue. From the II -12 million to $37 million over the Colgate's Ultra Bride toothpaste, last decade. The reductions in costs I all-purpose detergent in bar form investor's standpoint itis important have been usedtounderwritere- lIrd Big Blue Genie. and Palmolive to note that the company spends an search and development, while addi- laiddishwashing detergent. estimated $85 million annually on advertising. most of it in television. tionalcapitalneededtofinance New Products Corning In addition.it spends another $35 foreign expansion has been gained million or so in promotion campaigns by using retained earnings of foreign %nd reportedly coming out of the for subsidiaries and through local bor- ['oratories are several entries into its products. These costs are a greater percentage of sales than re- rowings. These borrowings have been rboomingfloorwaxfieldand portedly incurred by Procter & Gam- emphasized in markets where a de- laid bath soaps for adults. along valuation risk is a constant factor, th hand lotion and other cosmetic taking advantage of the possibility ralucts bearing the Respond label Colgate's Promotions that the debt would be paid back athas done well for Cokati.',ri.- One indication of the popu- incheaper currency, although the ,101% larity of Colgate's White Knight introduced hairspra . debts are usually guaranteed by the IIis estimated that in the normal campaign came inthe recent parent company. At the end of 1965 .,arse of business it takes a compali, promotion contest the company the long-term foreigndebttotaled an ran. asking housewives to three to four years to achici $n 40 million.whiletheestimated profit on a new product.soitis -name the White Knight" for earned surplus totaled $96 million. leinatureatthis point to indicate big sweepstakes prizes. As the In short. Colgate-Palmolive has a fulldegree of success of\l contest wound up late in Octo- host of new products, a strong finan- ber, entries were coming in at sch's program. Colgate is reported cial position and a young marketing

I the rate of 70.000 a day, with havea somewhat shorter time - organization, along with widespread I de the total about to go over one for its products to turna profit. consumer acceptance for its products. I t it million-and make it isdifficultto make an un- one of It is in a position to snipe away at the biggest -drawing sweep- alified judgment about this polic P&G and Lever in those areas where stakes in history. lice the company does the develop the giants are weakest, andithas int work in the U.S. and has such In a more off -beat promotion. Colgate two years ago in- the psychological advantage of be- large portion of its profitscoming ing the underdog. This combination troduced Continental Palmolive im abroad.But,since many of of factors soap, and sent an aristocratic is enough to encourage !. new products began to pour forth alarge segment ofthefinancial 1963. the Frenchwoman on a tour of U.S. company can be ex- communitytopurchaseitsstock, eted to start reaping the rewards cities to promote the brand as a beauty aid. whichinlate October was atthe 1967. By that time earningsare year's high.

derision Age, Norember 7, 1q60 87 Financial Figures Following arefirst three-quarters WHEN IS THE RIGHT TIME reports for broadcasting and major TO INVEST? broadcast -advertiser operations. Metromedia, Inc., reported gross revenuefor nine months ofs'11.0 million, compared to $74.3 milli for the same period of 1965. Net come was $3.7 million, compared $3.6 million, and net per share w 1.75, compared to $1.73. For third quarter alone, gross was $2 million, compared to $23.9 milli for the same period in 1965. Net come was $1.26 million compared $1.25 million, and net income share was 590 compared to 60g. American Tobacco Co. fort firstnine months reported salesoti $1.085 billion, compared with $1.076 billion for the like period inP)65. Net income was $65.5 million,or $2.31 per share, compared with $65.4 million, or $2.21 per share. For the quarter,sales were $378.6billion, comparedwith$372.4billionin Back inFebruary and March 1965, and income was $24.0 million, when the market was near its compared with $23.1million.The high, our studies, including our per-share figure was 85¢ as compare chart "Measuring Market Support", gave a warning of coming market to 81 cents. reaction. We decided to postpone our MilesLaboratories,Inc.. hi 1966 buying recommendations and thisprovedprudentforweexpect record sales and earnings for the first exceptional opportunities to be available nine months. Sales totalled $17.2 mii- tosubscribers whenourresearchin- dicates a buyingpoint is athand. lion, compared with $102.2 million for the same period in 1965. Earn- SPECIFIC, SUPERVISED ADVICE ings rose 12 per cent to $6.7 million, up from $6.0 million, and earnings As a subscriber, each week you will receive our bulletin advising you precisely when and what to per share rose to $1.62, compared buy.Every issuewillbe supervised with "follow- with $1.48in1965. Third-quarter through" advising how long to hold and when to sell. sales were $35.6 million vs. last year's $35.1 million. Earnings of $2.4 mil- PERSONAL COUNSEL ON HOLDINGS lionwere equivalentto580pet Include with your subscription alist of your holdings (12 at a share, compared with $2.3 million time) for prompt counsel -which to hold -which to replace. This or 570 per share a year earlier. valuable consultation is yours throughout your enrollment without added cost. John Blair & Co. reported gross revenuesof$7,748,954,compared As a special bonus,if you subscribe at this im- nine SPECIAL portant junctureinthe market, you willreceive with $7,620,748 forthefirst a fullmonthofextra servicewith an annual months of last year. Earnings were BONUS enrollment,or two weeks added service witha semi-annual enrollment. $1,580,060. or $1.51 per share. compared w ith $1,575,060, or $1.48 per THE INVESTMENT AND BUSINESS FORECAST Of The Magazine of Wall Street share for the previous period. 120 Wall Street, N.Y., N.Y. 10005 AdmiralCorp.reportedsales I enclose: $125 for a year's subscription -plus one month bonus 75 for 6 months' service plus 2 -week bonus. for the first nine monthsas arecord $307.5 million, 50 per cent over the Name same period of 1965. Profits were Address $16.5 million, compared with $6.4 City Stale Zip millionlast year. For the quarter, Your subscription shall not be assigned at any time without your consent. sales were $110.4 million, 58 per Submit up to 12 listed ities for our initial analytical and advisory report. cent above last year's $69.8 million.

88 Television Age, November 7, 1966 In the picture

hen David J.Curtinfirst by using television as efficiently as joined the Xerox Corp. in 1957 possible,bysponsoringprograms assistant to the president. Xerox. targeted on a maximum number of wn then as the Haloid Co., was upper -income. college -educated fam- &Iv small Rochester, N.Y., °per- ilies. il specializing in the production The 914 copier was introduced to photostatpaper. The company America onaCBS Reportsnews sales in the neighborhood of '25 special, InCase o/ War."We went ai ion and about 1.51$)emploees. into tv in a pretty small way at first," ar.Xerox saleswillcome Mr. Curtinrecalled. Some of the e to:::,500 million, and more than company's initialtelevision strategy )00 people work on its growing was to select programs that would of office copying machines. impress viewers atleastpartly be- fr. Curtin. is now vice president. cause they were tinged with contro- ertising and corporate communi- versy. such as shows on birth control ons. and is scheduled to address and the John Birch Society. As time MR. CURTIN BroadcastPromotionAssocia- went on, and Xerox's expansion be- 'We knew it would be difficult.. 's11th annual seminarinSt. gan to gather momentum, it widened Is nextweek as thekeynote its scope. The company has developed intelling of the Xerox success in ker. Mr. Curtin will seek to ex - and expanded its television strategy every major publication in the world. n, among otherthings.why to include. a wide variety of "quoi- His background provides some clues ox, maker of expensive office and n)" programming. If Xerox thinks astohisqualifications.Heleft ness machinery. chooses to spend a program or documentary isgen- Notre Dame, where he was majoring tie more than half its advertising uinely good and will attract the more in journalism, to join the Marines get on television. a mass consum- educated and endowed viewers,it during the Second World War. After 'tedium. will buyit. the war, unable to land a job on headvertisingphilosophyfirst "We think tv could be one of the any of the networks' radio outlets m to evolve in 1%0 when Xerox most powerful forces in the world," on the West Coast, he returned to tared to market its expensive and Mr. Curtin said. "If we can bring Rochester to become an announcer e i aboutthesizeofadesk something that will uplift it a little, on a local radio station. He is one collier. why not? You wouldn't take a mag- of the few Xerox executives, along nificent Frank Lloyd Wright build- ith the president. who can honestly We koritwas going to be ing and clutter it up with junk shops callRochester home.In1952 he difficultto get prospective and nickelodeons. Tv has been great gave up announcing and wentto !rs out of their offices and into to us: we should be good to it." work for the Genesee Brewing Co.. showrooms. so we decided we In the past five years, Xerox has where he had the unusual dual role ehow had to bring the product consistentlyrefrained from locking of being the brewery's radio and tv le limers and demonstrate itfor itselfintoa fixedtvschedule.It director and an executive for its ad- C Mr. Curtin recalled. On the prefers to sponsor network specials vertising agency. "I appeared in some ceofXerox's agency,Patted. or work upits own network ifa of the commercials I wrote." nig, and Lois. the company de- choice timeslotisunavailableat ci tele). ision'sgreatdemonstra- the networks.Theballet,Mary I n 1957, Joseph Wilson, head of abilitiesoutweighed anyloss Martin,boxing.theKremlin,the the company that was to become company might incur by going Louvre, the Cuban missile crisis, the Xerox, persuaded Mr. Curtinthat a mass medium with a product making of the President in 1961 and the Haloid company had afuture. muted interest. Xerox alsowas 1965, the United Nations-all have Mr. Curtin had been a long-time re of two factors that pointed to been the subject of Xerox presenta- friend of Mr. Wilson and his family. ision:first. the companycol. - tions. The company, of course spon- The BPA keynoter himself wasmar- yanticipatedtechnologicalim- soredDeath of A Salesman,"our ried in 1948 and has five children. ements that shortly would bring greatest coup." Mr. Curtin recalled. Although he has not had a vacation sizeandpriceofitscopiers of more than three or four days in n and thereby expand the com- Mr. Curtin who directs Xerox' years, he confesses to enjoying swim- s market to small businessmen: public relations has succeeded ming and golf when he has time.

ision Age. November 7, 1966 89 THE LIGHTER SIDE Incamenic

At NBC International they claim And his sword dance, whether exe- A unique feature of the conti their director of Latin American op- cuted by him or by a stand-in, was versyisthatcritic Newman wor erations, Alastair MacKenzie, cabled exciting ..." for a station that has a close rel headquarters: "Can sell Get Smart A stand-in forVillella's dancing tionship with RCA Victor Recoil and Bonanza in Surinam if dubbed would be like hiring someone to dub which gave producer Merrick $1 in Surinese." the piano -playing for Van Cliburn. millioninbacking forhisshoal Gerald Adler, director of the op- * * * This fact had little effect on eration, cabled back: "Dubbing in Biggestcontroversytohitthe R.McAndrew.presidentof\F Surineseeconomicallyimpossible. newspapers (in New York, anyway I News,forwhomcritic Nrt%Ini Sell the shows and will open an Eng- involving television recently was pro- works. "We do not deny Mt. Me lish school there." ducer David Merrick's refusal to let rick's right to cast his shims.-sa Somehow, MacKenzie made the certain members of the tv press re- Bill McAndrew, "and %%e hatei sale. Shortly afterwards, he received viewhisshows.Firsthebarred intention of seeking to interferewii a package from home-a McGuffey's WNBC-TVdrama critic Edwin New- that.However, we mightlethi Reader and a teaching certificate. man from a production,smarting choose our critic if he lets us chow * * * perhaps from an adverse review that his cast." Here'sonefromHarrietVan Newman had given a show earlier The chiefMerrickobjection Horne's column in the New York this season. that a tv or radio critic, with only World -Journal -Tribune, from her re- Then he announced thatif critics minute or so in which to report view of ABC -TV's Brigadoon: on any tv or radio station pan his a two-hour show, can't provide a ail "I was also impressed by dark, in- productions in the future. he will ask nificant or meaningful review. Cc tense Edward Villella in the role ... equal time on the air for a rebuttal- incidentally, at the same time he wa He had a lithe, panther quality... and will sue for damages if refused. making his stand, Sardi's restaurar took an anti -Merrick position. Th restaurant long has been the tradi AUVIKTISI Mt NI tional gathering place for first -nigh performerstoawaitthemornini newspaper reviewsas soon as &I

curtain is down. Now Sardi's hasii stalledtentiny Sonytvsets transistor radios at the restaurant, first-nighters can get the broad reviews immediately. One more point. and it's unkn whether the installation of a tv (just like at the corner ballis pected to lower the class of the trons attending therestaurant. for the first time in .17 years Sar now permits men without coats ties to enter-but only in the spe room where the iv sets are hist(' * * * When NBC-TV had its $1.5411 color tv mobile unit on exhibi RockefellerCenter,onepasse (obviously a tourist) glanced ins With the South's largest TV news andLouisiana has national importance- at the rows of dials, monitors. w editorialstaff,(praised by TIME in industrial and cultural development, magazine), WDSU-TV gives all Newin political leadership. So WDSU-TV andcontrols.He turnedto Orleans developments coveragein editorialcartoons keep Orleanians woman with him and was heard depth. Major issues are presented forknowledgeable and up to the minute, mutter: nationally, too. public response. Today, moreover, "Sure glad Iain't one ofI WDSU-TV New Orleans astronauts that has to know how NBC BLAIR TV these things."

90 Television Age, November 7, D66-67 NSI Reports you more...

AVERAGE WEEK ESTIMATES

HOUSEHOLDS USING TV RATING SHARE OF AUDIENCE (%) NUMBER OF HOUSEHOLDS TOTAL ADULT VIEWERS WOMEN VIEWERS-total, 18-34, 18-49 yrs. MEN VIEWERS-total, 18-34, 18-49 yrs. TEEN VIEWERS-total (12-17 yrs.), girls only PERIOD "MON CHILD VIEWERS-total (2-11 yrs.), 2-5 yrs. qIGRAM - LADY OF HOUSE-total, under 35 yrs., under 50 yrs. -% TOTAL VIEWERS 21 YRS. OR OVER

ADJACENT 1/4 HR. AVERAGES CA hours) Showing Time Period, Rating. Number of Households, Women Viewers, Men Viewers, Teen and Lady of House.

Everytown AVERAGE GUARTER.HOUR AUCRENCES HUIlAY ADJACENT QUART( HOUR AVERAGES 00 A.-11 P.M. (1/2 mOuiM NIP.11. STN TOTALS Klel Mir I STATION TOTALS 10001 MOWED AMILOPEY TAT NOAVITT SADA Of MOOSE DOME" MIA MOLDS MOUSt TOTAL TROT OE MOJA RG GRAN r 1 TOTAL DT AGE m.,0 Al 110 341. 10/Al OT MOLDS 10 I1 GISTS moo as Ito** se 1011.1111.41 7FIS rd stillmore... For details, write, wireor phone your NSI Sales/Service Representative. tmographic information shown above is also :iv) for... Of part audiencesummary-showing average week es-nates... and ():ailed average quarter-houraudience estimates Ic selected long durationprograms minutes or longer). Nielsen Station Index cation circulation givesyou current estimated total Asiolds reached duringaverage week, by each station, NSI EXECUTIVE AND EASTERN de part for bothMetro and Total Areas (where applicable). SALES/SERVICE OFFICE tilt estimates of colortv ownership are reported, NEW YORK (10019) 1290 Avenue of the Americas 956-2500 rk, by market, with color programs identified. NSI SALES/SERVICE OFFICES 11a convenient format withlarger type for easier CHICAGO (60601) 360 N. Michigan Ave. 372-3810 di' and color -keyedby report period for HOLLYWOOD (90028) 1680 N. Vine St. ddentification. H011ywood 6-4391 SAN FRANCISCO (94104) 68 Post Sl. YUkon 6-6437 Otvice of A. C. NIELSEN COMPANY2101 Howard Street Chicago 60645 465-4400 TV Gb 2AI ii62U Obi INDIANA UNIVERSITY -LIBRARY SERIALS DEPT BLOOMINGTON IN 217405 Ifyoulived in San Francisco.. .

. . .you'd be soldonKRON-T