ADVERTISERS & AGENCIES CONTINUED

Co- Sponsors At Bat rights before we started to let our games be series, plus participations on the Perry telecast, about 12 years ago," he declared. Como Show, both on NBC-TV. The new For Dodger Coverage "And it's not as if we didn't have a good advertising-promotion program will cover Pabst Brewing Co., Los Angeles, and team, either." Whirlpool's full line of laundry, range, re- American Tobacco Co., New York, will co- Commenting that he had no fight with frigeration, air-conditioner and vacuum sponsor radio coverage of all games played free tv except where it cut into the earnings cleaner equipment, plus complete kitchens in 1958 by the Los Angeles Dodgers. This of his team, Mr. O'Malley said he had re- and accessories. includes the pre-season and regular sched- ceived an offer for tv rights for the 1958 ule, at home and away. season that would have been interesting if Contest Features Presentations Pabst, for its Eastside Old Tap Lager the games were to be played at Wrigley Of 'Crown Stations' to Agencies beer, will cover nine southern Field, with a seating capacity of 19,000. California The 'Crown Stations" of counties and possibly Las Vegas. The Amer- "We'd fill that regardless of tv," he stated. the Northwest - KING-AM-TV Seattle, ican Tobacco Co. buy is for Los Angeles "But the Coliseum, with 100,000 seats, is KGW -AM -TV Port- land, and newly only. The specific American Tobacco prod- going to be hard enough to fill without let- added KREM -AM -TV Spokane - uct for promotion on Dodger coverage has ting people watch the games at home." staged a series of presentations not been set and will not be named for an- Counties to be covered by the Dodgers for agency people in New York last week, other month, according to the tobacco firm. radio broadcasts are Los Angeles, River- then topped it off with a treasure hunt which featured a $1,800 Ampex stereophonic - Agency for Pabst is Young & Rubicam, side, San Bernardino, Ventura, Santa Bar- sound tape recorder as first Los Angeles; for American Tobacco, bara, Kern, San Luis Obispo, Orange and prize. BBDO, Walter New York. Imperial, all California. Stations have not Teitz, Dancer -Fitzgerald-Sample, won the first prize and the other members The Pabst announcement was been selected. made joint- of his team won Vespa motor scooters. ly Jan. 19 by Walter president No sportscaster has been named to report O'Malley, of They were Marian Jackson, Foote, Cone the baseball club, and Robert Shlaudeman, the play -by -play, but Vince Scully, Jerry & Belding; Dick Boege, D -F -S; Bette White, vice president of the brewery. Mr. Doggett and Al Helfer, all under contract O'Malley Young & Rubicam, and Hubert R. Sweet, confirmed a previous announcement that to the Dodgers, have been mentioned as Atherton & Currier. there would be no free tv coverage of his likely choices for the assignment. Other prizes were 15 RCA hi -fi conso- team's first season in Los Angeles. He ex- lettes, five Lasle ski sweaters, 150 boxes pressed disappointment at difficulties en- Whirlpool Allots Sizable Chunk of Oregon pears and 150 boxes countered by the toll tv organizations in at- Of 1958 Ad Budget to Radio -Tv of Washington tempting apples. A vacation trip for two to the Pacific to go into operation in Los An- Whirlpool Corp. last week sliced its 1958 geles, but said Northwest, the door prize, was won by Sid- that unless the games can be $21 million advertising melon for RCA telecast on a ney B. Silleck Jr., Kenyon & Eckhardt. fee basis there will be no Whirlpool products, with broadcast media television for his team this year. In all, nearly 300 timebuyers and other getting a substantial piece. agency people took part in the treasure "Subscription television should be just the Jack D. Sparks, Whirlpool marketing di- hunt, held Thursday night. To be thing for sports," he said, noting that eligible free rector, reported 18% would be allocated they were required to tv has cut down gate receipts without attend one of the adding for network tv and 30% divided between lo- various presentations enough revenue to put on by the stations compensate. "Last Au- cal (spot) radio, television and newspapers. at luncheons held Monday gust, we were playing Milwaukee through for the Another 35% has been set aside for special day at leadership of the or breakfasts Tuesday through Thurs- National League and promotions, of which a portion, it was be- day. there were 9,000 people in the park. The tv lieved, would go into broadcast media. Mrs. A. Scott Bullitt, president and prin- audience for that game was estimated at 3 Another 17% has been set aside for na- million. cipal owner of the stations, headed the tional magazines. Agency is Kenyon & Eck- "Crown" delegation. Others included Otto "Our total revenue from admissions and hardt Inc., Chicago. Brandt, vice president and general manager radio and television rights last year was Whirlpool currently alternates sponsor- of KING- AM -TV; Walter Wagstaff, man- less than we got from admissions and radio ship of the Eddie Fisher and George Gobel ager of KGW -TV; Robert Temple, manager of KREM-AM -TV, and Gloria Chandler, public service director for all Crown Sta- tions. KREM -AM -TV's addition to the Crown group was cleared last Monday, effective date of FCC approval of the purchase of the stations by King Broadcasting Co., licensee of KING- AM -TV.

Allison Merges With BDA Burke Dowling Adams Inc., New York and Atlanta, and J. Howard Allison & Co., Atlanta, have announced consolidation, ef- fective Feb. 1. Allison & Co. will become Adams Allison Co., a division of Burke Dowling Adams Inc., and will be relocated in BDA's Atlanta office at 992 W. Peachtree St., N. W. Pellegrin to Address Chicagoans Frank E. Pellegrin, partner and vice pres- KEY personalities involved in getting the Los Angeles Dodgers on the air over a radio ident of H -R Representatives Inc. and H -R network covering nine counties in Southern California sign the contract with Eastside Television Inc., has been scheduled to ad- Old Tap Lager beer: (l to r) Red Patterson, public relations director for the Dodgers; dress the Broadcast Adv. Club of Chicago Wick Crider, director, Hollywood tv program operations, Young & Rubicam; Robert Jan. 30. He will talk on "What Do Agencies Shlaudeman, vice president of the Eastside company; Fresco Thompson, vice president Really Want to Know About Stations ?" at of the Dodgers; Harry Walsh, Dodgers' attorney; Ed Schram, advertising manager of the club's regular monthly luncheon meeting the Eastside Brewing Company, and (seated) Walter O'Malley, president of the Dodgers. at the Sheraton Hotel.

Page 48 January 27, 1958 BROADCASTING