Vol. IV, No. 23 June 6, 1949 JOHN This Issue Commemorates The
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Vol. IV, No. 23 June 6, 1949 This issue commemorates the 3rd anniversary of the JWT News. At the age of three, the average child has be come an accepted part of the family pattern, has emerged from his swaddling clothes, stands firmly on his own sturdy legs and has an individuality of his own.. These characteristics, in part, apply to this publication. Having become an accepted part of the J. Walter Thompson pattern, the JWT News, now like any growing child, needs not only continued nourishment, but suggestions and guidance from members ^~ of the family To all the many people who have contributed so much to this publication, the JWT News Editor ^A/2 offers sincere thanks. JOHN IRVING SHOE CORP. of Boston, Massachusetts, has appointed JWT-NY as its advertising counsel effective immediately. Operators of a chain of 93 women's shoe stores, the John Irving Shoe Corp. features popular-priced Mary Jane shoes. The company also re tails ladies' hosiery and pocketbooks. Preliminary plans call for a national campaign in leading women's national magazines and newspapers. Anson Lowitz will be the Account Rep. LEVER BROS. INC. (NY) Lux Toilet Soap Advertising .Acclaimed By Both Men And Women. Market Research Co. of America recently asked a cross section of 5,000 U.S. homes the (purposely vague) question, "What toilet soap do you think is the best advertised?" .... Women's first choice was Lux by a wide margin and men also put Lux first, again overwhelm ingly. Replies showed the following: Mgn Women Lux 37% 34% Ivory 21% 16% Camay 18% 19% SAN FRANCISCO CHRONICLE (SF) Played Host To New York & Chicago Space Buyers. Approximately 25 newspaper space buyers of major New York and Chicago advertising agencies now placing Coast business traveled last week via chartered plane and/or Streamliner to San Francisco as guests of the S.F. Chronicle. (James Short, NY, and Adolph Ensrud, Chi., attended). A 4-day program offered ample opportunity for eastern media representatives to see at first hand the vastly-expanded buying power now available in the San Francisco- Oakland market. Sight-seeing trips took the visitors over the Golden Gate Bridge to Marin County, to Oakland via the Bay Bridge and included visits through the shopping and resi dential sections, and an aerial tour over the entire area, north to Reno. ANGLIA, PREFECT 8c THAMES DEALERS ASSN. (NY) Half-Page Life Insertions Follow Up First Suc cessful Page Advertisement. Anglia's first national advertisement, a full black-and-white page in March 7 Life (see illustration below right) was so successful coupon-wise (see March 21, JWT News) and read ership-wise (more about this later) that 4 half pages in Life are now scheduled, the first of which appeared in the May 30 issue (see illustration below left). Anglia Prefect cars are Ford products made in England. The answer to the astounding coupon return from the March 7th page appeared when Starch readership figures became available. These revealed that among men readers the adver tisement placed first in the "read most" category with a readership of 27% and a "cost ratio" of 1617, which is 16 times the average for g a Coupon ^ brought m • amoxmgty thorough readership among men readers in Life and low-mU drivtnff! among the very highest "cost ratio" figures ever achieved by any type of product. In view of the large amount of copy that this advertisement con tained — at least several times the average amount of copy — results are even more noteworthy Checking back over Starch ratings of Life adver tisements for the past 15 months it was found that the Anglia advertisement's readership by men has been equalled or bettered on both a cost or percentage sssssa basis only by advertisements of movies or of the Statler Hotels, the latter using cartoon or picture- and-caption-technique advertisements. -2- _^^^^^^^^^^^^^^ FORD MOTOR COMPANY (Det.) Scotch Baby Poster Again Wins Honors For Ford And JWT. Ford's out front in outdoor again. "The Scotch Baby" Ford service Ye save wi' poster illustrated at left took first place in the first «rm..qi ORD exhibition of advertising art sponsored by the Art Directors Club I of Detroit. The exhibit, which was held at Detroit's J. L. Hudson SERRRVICE -_L.\ Department Store, contained many JWT-produced posters_-..."I$y A '"•• »••"" <'-"•' '"•"' »"T Landslide! The '49 Ford Elected Car Of The Year," another piece of Ford copy, captured a third award in the newspaper field. JOHNS-MANVILLE (NY) Opens New Research Center. Governor Alfred E. Driscoll of New Jersey and top J-M officials attended ceremonies re cently in Manville, N.J. to open officially Johns-Manville's new research center which has been described as the largest laboratory facilities in the world devoted to research on building materials, insulating materials and allied industrial products. The center comprises a group of buildings devoted to research and administration, product develop ment, mechanical developments and engineering. BUXTON INC. (NY) Plans Annual Luncheon For Fashion Press. On June 15, Buxton will hold its 3rd annual luncheon in NYC where executives of the comr- pany will meet with members of the fashion press of magazines,newspaper syndicates, radio and trade publications. The entire Buxton line will be shown and Miss Julia Buxton, daughter of the founder-president of the company, will make an address on "From Coin Purse to Billfold." (Buxton introduced the first billfolds for use by women.) DEPARTMENTS OUTDOOR Progress And Trends Discussed At Recent NOAB Directors Meeting. Directors of the National Outdoor Advertising Bureau (3 of them JWT'ers, Messrs. Stanley Resor, "Henry Stevens and Norman Strouse) were told last week in NYC by the Bureau Presi dent, John M. Paver, that since 1943 the rate of increase in use of outdoor advertising has been about 50% greater than the rate of growth of other media. Mr. Paver pointed out that the automotive, beverage, food, gas and oil industries are using outdoor more than ever and that the tobacco industry is coming back as are cereal and flour manufacturers. He said that the trend since the war has been to extend posting periods rather than con centrate them in the summer. He predicted that it will be a little easier to get space next year because shortage of materials and equipment are easing. ... He pointed out that while outdoor prices have increased 31% since 1941, the population movement, in terms of vehicular and mass transportation traffic, has increased 52%. MOTION PICTURE First Of New Ford Truck Television Commercials Appears Tonight. A new series of six television commercials and six minute movies featuring Ford trucks has just been prepared by the JWT-NY Motion Picture Dept. Using the testimonial device, dramatic photographs were taken of Ford trucks being used under severe conditions. One commercial shows the Ford truck of a large contracting firm in operation on a huge dam project; another shows Ford trucks of a rural fire department in action; and a third de picts the terrific job being done by carnival trucks on the road with King Reid's color fully painted and appropriately sloganed Ford trucks pictured in action. Other commer cials depict Ford trucks in use in oil exploration and bonus-built Ford trucks which work in gravel pits and on rugged farm lands. The first of these commercials will be seen to night, June 6, over Station CBS-TV, on the "Through The Crystal Ball" program. RECOMMENDED READING "Business Is Still In Trouble." "The most important problem business faces today is the fact that business isn't out of the dog house yet. Sixteen turbulent years have rolled by since the New Deal began to rescue People from the Capitalists, and no one can say that business has retrieved the authority and respect it ought to have if the drift to socialism is to be arrested," said the May issue of Fortune. The article states that according to an Elmo Roper summary of the public's opinion about business over the past 15 years, fewer than 5% say they are against private ownership. Indeed 2/3 are inclined to think well even of the bigness in business. "However, a majority of the people," Mr. Roper points out, "believe that very few businessmen have the good of the nation in mind when they make their important deci sions. They think business is too greedy and that it has played a large part in keeping prices too high, and the government should keep a sharp eye on it." "The results of poor public relations are measured at the polls. Business needs votes." It is suggested that business justify profits and not apologize for them; do more to pre vent strikes, approach the problem of unemployment constructively — "Enough surveys have been made to show that almost all a company can do to gain good will is vitiated or wiped out, at least temporarily, by the incidence of unemployment." -3- HOW'S BUSINESS? This feature is based on reports from our Research y^*^] Dept. and information received from JWT Representa- \ K**7fo§ tives on various accounts. *\Jr*ds *** *** *** Of the eight JWT clients whose earnings are reported below, three are making annual re ports - one showing an increase for the year 1948 over the previous year and two showing a decrease; and fj.ve are making first quarter reports, with two showing an increase in the first quarter of 1949 over the previous quarter and three showing a decrease. *** *** *** ANNUAL REPORTS 1948 Safeway Stores. Inc. total income of $1,178,702,381 for 1948 was up 13.6%; net profit after taxes was $9,978,231 — up 23.2%.