Vol. VI, No. 42 October 15, 1951 NEW BUSINESS J. Walter Thompson-Cape Town has been appointed as publicity counsel for THE BRITISH TRAVEL & HOLIDAY ASSOCIATION, effective Nov. 1. ... J. Walter Thompson- Calcutta announces appointment by SHALIMAR PAINT COLOUR & VARNISH CO. LTD., manu­ facturers of a wide range of paints and varnishes for the past 50 years. BIO RESEARCH, INC. (NY) New Cold Treatment Enters Test Markets.

Relieve Beginning Nov. 1, Bio Research, Inc. will introduce its revolutionary new Cold Distress in Ona-Hotf Hour! cold discovery, Coromist, on a test basis in Madison, Wise, and Rockford, 111. Coromist, a recently perfected nose drop formula, is not an anti­ histamine, contains no oil. The new product, priced at 69#, carries a §&3^ E5_««5 double money-back guarantee. i

•-:^::.~-- -"'-'? ^refJ* Theme of the introductory advertising is contained in the headline — "Re­ lieve Cold Distress in One-Half HourI" Copy points out that Coromist, un­ like antihistamines, is effective for both common and allergenic colds, because it "clears head — arrests bacteria." ... Advertisements will ap­ pear frequently in 50- to 600-line size in newspapers and will be supported by radio spot announcements. Attractively packaged in a brown and white carton, Coromist will be heavily merchandised. If it isn't owned and PAN AMERICAN WORLD AIRWAYS (NY) Protecting A Trade-Mark. operated by Quite often the question of how to protect a trade-mark — and how Pan American World Airways to properly use it in advertising — comes up on various accounts. it isn't a "Clipper*"!

The advertisement at right, appearing in Time magazine, October 22, llcftnwiu shows how Pan American is taking pains to protect the word "Clipper. Text of the full page incorporates a special panel which elaborates cap. • msktrnd. .- -Jsag" the legal rulings entitling the airline to exclusive rights to the Womr, Man ex :;_r._=_;-_.— .mrmlttmttrtm OH j__-rs__»»7 IH**, "Clipper" identification. .,_—____.-._•!__- . ..- — - — UNITED NATIONS WEEK (NY) Thompson Supports UN For Fifth Year. fltiY AMFM/Ci/t/ m*LD AlMWWS October 24 marks the day 6 years ago when the Charter of the United Nations came into force. For the 5th consecutive year, J. Walter Thompson lends its support of UN Week, with the slogan: "Our best hope for PEACE is UN plus YOU." Objective is to promote wide-spread observance of UN Week. ... J. Walter Thompson designed the poster seen at left, in addition to sending a UN release to 1,250 radio broadcasters across the nation. Written exclusively for radio, Thompson's message is a poem, "Prayer For The United Nations," which begins: "Lord, hear this prayer from old and young; from every creed and every tongue: Give us the hope and strength we need, to make our world one world indeed...." FLEXEES, LTD. (London) British Advertising Applauds American Fashion. J. Walter Thompson-London opened a heavy fall campaign for Flexees Ltd. (British sub­ sidiary of Artistic Foundations, Inc., N.Y.) with spreads in Sept. issues of Vogue and Corsetry and Underwear, and extensive dealer support in 27 London and provincial newspapers. ... Copy appeal is based on the wide recognition of the smartness of American fashions and the superiority of American founda­ tion garment design, coupled with British craftsmanship and finish. Artwork by Alfredo Bouret, French Vogue artist, underlines the possibility of wearing fashion-right clothes in spite of a far-from-perfect figure. ... With increasing price resistance, the British corsetry market is becoming more competitive. Flexees was alone in reducing prices by 10% during August, a fact which was announced in a Thompson- prepared leaflet. -2- GOODLASS, WALL, LTD. (Bombay) Native Dramas bring Color Story To Life. To establish firmly throughout India the name of Goodlass, Wall, Ltd., as a manufacturer of fine paints is the object­ ive of an institutional campaign which is being continued for

|k Drum* Cor the a second year. A limited advertising budget in the face of heavy competition dictated a dramatic, curiosity-arousing L Doctor copy story. Subjects chosen were exotic to the Indians and, as such, interesting. Advertising treats of the exciting hist­ ory of American Indians, Aztecs, Mayas, Incas and Pacific "'" ^HP'- .«J,.J-i-l«p.ii_nl_.l_.-»l«iilir«iaKi -^^ ___. ™. - , r„, r__, ___ p-M .

store display contest have helped bring nearly 1,700 entries inc it tues Ktirrftiivdy to date — almost double the number received last year. Departments BOifflAY OFFICE Twenty-Five-Hour Service. About a fortnight before the 4th of July, the U.S. Information Service in Bombay approached j. Walter Thompson-Bombay with a request for 1,000 copies of "American Words," an illustrated leaflet containing quotations from great American writers, published by Life Magazine. Arrangements were made with the NY Office and the pub­ lishers for copies to be airfreighted to Bombay — but halfway through the morning of July 3. J» Walter Thompson-Bombay received a cable saying that, owing to a strike in New York, the copies could not be delivered. Working all night, Bombay's Production Department Head made, from the only copy of "American Words" available there, half-tone blocks of the 13 Illustrations and line blocks of the text. The first copy was handed to the U.S.I.S. exactly 25 hours after the job was taken in hand, and complete delivery made at 3*30 on the Fourth — in plenty of time for the special function arranged by the American Consul General the same evening. OUTDOOR Brand Name Position. Brand name should be placed on the left of slogan on outdoor posters, as close as possible to slogan or copy, according to recent study by Psychology Department at Cornell University reported in Advertising Age (Oct. 3). Study showed that words become progressively harder to read the farther they are to the right of the mes­ sage; brand name and whole sentences get better attention if brand name is distin­ guished by size, color or shape from other words; a square or outline of the same color around brand name cuts down legibility; lines, arrows or curves draw atten­ tion to the brand name and to the whole sentence, particularly if differentiated by color. -3- Campaign of the Week LEVER BROS. & UNILEVER LTD. (London)

BACKGROUND Crosfield, Watson and Gossage Ltd., Is an associate company of Lever Brothers and Unilever Limited. One Jill gets a shock! (£§> of its chief products is Persil, a soap powder, mar­ iluu ilitl il happen . keted in Great Britain since 1909. J. Walter Thompson-London was appointed in 1946.

Prior to the appointment, advertising was based on M_- DAIX K "whiteness", summed up in the phrase "Persil Washes Whiter" and expressed visually with a "before-and- M after" technique. Consumer research showed that whiteness was synonymous in housewives' minds with PERSIL cleanness and that whiteness was the quality they washes whiter! most desired in a soap powder.

PROBLEM When J. Walter Thompson-London took over in 1946, soap was still rationed in Great Britain. Main competitors were Rinso and Oxydol. Soapless detergents had not yet arrived. Persil, Rinso and Oxydol each held approximately 30% of the market — a situation stabilized by the Government through the allocation of raw materials. The inevitable cessation of rationing presented a two-fold problem: should the whiteness theme be retained; if so, how should it be presented? CURRENT CAMPAIGN Because consumer studies showed that whiteness is still the most eagerly sought result, it was decided to feature this advantage. But presentation posed a ticklish problem. Something more compelling and dramatic than the pre-war compar­ isons was required in the face of competition from the newly arriving synthetics. SOLUTION J. Walter Thompson's solution may be seen in the half-page news­ paper spread above. The original white and off-white comparison is retained, but is given new interest by means of a "double- take" trick, featuring two young girls. The two figures are featured throughout the schedule — in newspapers, magazines, posters, films, movie slides and store material. These figures, now familiar to most housewives, help to identify the product with whiteness; investigation Bhows that 55% of British house­ wives now associate Persil with "whiteness". ... During the run of this campaign, soap rationing ended, and in a free market Persil has climbed ahead of competitors and is now the leading brand of washing powder on the British market. Once Upon A Ford

'•» Fordmobile" At left the 1903 Fordmobile ... at right the "Who oui't AffoH • FWAMMIIT" 1951 Ford. Times and copy have changed. 1903 headline: "Who can't Afford a Fordmobile?" 1951 headline: "Compare FORD with America's Highest Priced Cars." The 48-year-old adver­ (_mpa_F0_D tisement lists "A Few Of The Many Fordmobile with America Higl_X ___ Cus

RUNABOUT, *7SO Good Points" as follows: "Always ready, always P. 0. B. Ottrelt sure. Hard to break and easy to fix. It is _* Of THE M*NY made of few parts and every part does something. ... A Fordmobile engine makes possible ... the highest wear ... the lowest vibration. ... Built to take you anywhere you want to go and At FORDMOBILE CO., Ltd.. Detroit. Mich, bring you back again on time." -4- How well do you know your JWT'ers? Thumb-Nail Sketch CHARLES B. EMERICK (San Francisco) If you're going to be a media man, there's no use fighting fate. Charlie Emerick was once set to be a publishing tycoon — but profits of bis col­ lege yearbook discouraged that career. He started out to be a stockbroker — but the depression changed that. He worked 7 years as cost analyst for an oil company — pure boredom ended that. Fate had destined Charlie to be a media man before he ever set foot inside an advertising office. He likes figure work — The son of a professor of economics at Smith Col­ lege, he learned about statistics early; became a Phi Bete at Stanford; a whiz with a slide rule at the Stanford Graduate School of Business. He likes to eat — Luncheons given by newspaper representatives, Charlie says, are excellent. ...He likes to travel. Charlie has covered most of Europe, parts of Mexico and almost all of the U.S.A. Much of the Pacific Coast, his specialty, has been seen from a bicycle; so for Charlie, "riding" outdoor poster showings is a pleasure. He likes statistics — And has some nice ones of his own. Home: 1800 square feet of "California Way" living and 6000 square feet of garden, 4-minute walk (or 2-mlnute by bike) to suburban Palo Alto station. Family: wife, "Cort;" Chuckle, 8; Jane, 6; Anne, 4. He likes to analyze — During his college baseball career, umpires called it "arguing" — but servicemen find the Emerick deep, thorough and reasoned analysis of media and markets most convincing. He likes people — And people like Charlie. You realize how much when you see Rep­ resentatives come out of his office with a "C" schedule when they wanted an "A" — and they're still smilingI Topics for Conversation MORE PEOPLE RIDING TRAINS, according packaged soap, $210 million for cold cereals to Bureau of Transport Economics; coach and $86 million for dried fruit. SALES OF ticket sales up 10.6%; parlor and sleep­ BRITISH CARS IN U.S. LAST YEAR were 19.997. ing car sales up 22.5% in first half of an increase of about 200%; registration of 1951. MAJORITY SAY UNION L*AT>F.RS AWT) British cars in U.S. increased 52% in first GOV'T OFFICIALS MOST "SELFISH" GROUPS. half of 1951. CRUSADE FOR FREEDOM DRIVE IN says recent Psych. Corp. survey. In or­ NY OFFICE brought $350.15 in contributions. der of selfishness: 27% named union 602 staff members signed Freedom Scrolls. leaders; 25% Gov't officials; 11% busi­ CHAIN STORES & INDEPENDENTS DO 34% OF TOTAL nessmen; 5% farmers; 29% "Don't know;" GROCERY BUSINESS — a jump ffom 3.6% 10 3% "all of them." In 1949, results years ago (Ad. Age. Oct. 8). Small grocers' showed unions 42%, Gov't 19% and busi­ share has dropped from 90% to 25% in same ness 17%. AMERICAN PUBLIC PAID RECORD period. FLORIDA CITRUS COMM. BOOSTS ADVERr- $650 MILLION FOR FRESH OR PROCESSED CIT­ TISING BUDGET BY $300.000 to total of RUS FRUITS in 1950. This compares with $2,300,000. Passes resolution to urge $516 million spent for canned vegetables, shippers and processors to stamp "Florida" #408 million for flour, |383 million for on citrus fruits. other canned fruits, $347 million for People JOHN HOSCH (NY) to speak on "How We In­ in NY Office today & tomorrow. LORENZO tend To Use Radio Advertising" at 8th RICCIARDI (Italy) in NY Office for 6 months Annual Ohio State Advertising & Sales to study American advertising techniques on Promotion Conference, Oct. 19-20 in behalf of clients in Hilan & Rome. S. GHOSAL Columbus. WILLIAM BRIGGS (NY) to at­ (Calcutta) in London Office to study adver­ tend Amer. Dental Ass'n Convention for tising and market research. JOHN McALPINE Eastman Kodak in Washington, D.C, to­ (Det.) speaks on Direct Mail, Oct. 15 & 18, day. TAKESHI OKUMURA. Research Manager in Milwaukee. ARNO JOHNSON (NY) spoke last of Dentsu Advertising, Ltd., Tokyo, in Monday before executives of Time, Inc., U.S. to study American advertising re­ at special request of Roy Larsen, President. search methods, visited Thompson's NY KENNETH TAYLOR back in Cape Town Office, af­ Office last week. JACK REESER (Det.) ter visiting London Office. Finger-Tip Facts On Business 0ct6ber l5> 19& A summary of today's business factors by Arno Johnson, Director of Research, J. Walter Thompson Company, N. Y.

Expansion Of Civilian Production May Stem Inflationary Pressures In 1952 Charles E. Wilson, Director of Defense Mobilization has warned the nation that the defense program soon will put more purchasing power in the hands of the people at a time of genuine shortages of some types of civilian goods. This could increase inflationary pressures dangerously if accompanied by unreasonable wage and price demands. Our analysis shows, however, that 90% of the goods and services purchased by consumers in 1950 were in classifications not likely to be curtailed seriously by military defense needs. Production of most of these items could be expanded further without interfering with the nec­ essary expansion of defense production. A 10% increase in the consumer demand - in the stand­ ard of living-for this major 90% group of civilian goods and services not in conflict with war effort could absorb an additional $19 billion of the increased consumer purchasing power in 1952, and could expand the base for increased taxes for defense. To obtain a similar $19 billion cut in the "inflationary gap" by other means would require, for example, cessation of all new consumer credit and complete liquidation of the $19 billion of outstanding con­ sumer credit, or would require a tripling of consumer savings from the rate of $11 billion in 1950 to $30 billion in 1952. Increasing the production of civilian goods which do not interfere with the production of war material, and expanding the market for these goods through intensified selling could hold over-all productivity at high levels in 1952 - thus providing increased revenue for defense and at the same time stemming inflationary pressures through providing an outlet for the anticipated increase in consumer purchasing power. Cost Of Living Fluctuation Less Than 1% In Last 8 Months Between February and September 1951 the consumer price index has ranged between I83.8 and 185.5. a fluctuation of less than 1%. Substantial cuts in retail prices of men's clothing, shoes and other items of men's and women's apparel have been promoted in October while some food prices have advanced. 'Wholesale commodity prices after dropping steadily for 6 months from an index of 18U in February to a 1951 low of 176.1; on Sept. 18, stabilized and showed a slight increase tc 177.2 by October 2nd. Purchasing Power And Employment Continue At Record Highs Disposable personal income after taxes has reached a rate of approximately $225 billion (3rd quarter) or 10% greater than the 1950 total. Civilian employment of 61,580,000 in September was the highest ever recorded for this time of year. A reflection of the strength of consumer finances is found in the low rate of cashing cf matured U.S.Savings Bonds. In the 1st 5 months of series 'E' maturities (May-Sept.1951) only 25% of the $520,000,000 maturing were cashed. Over 96% of prior issues, A-D Savings Bonds, were redeemed. Consumer Purchasing Continues To Lag In Spite Of Increased Purchasing Power Department store sales for September were disappointingly low at 3% under September 1950 when scare buying had nearly subsided. September sales in dollars were at the same level as 3 years ago (Sept.l9U8) when both prices and purchasing power were considerably lower. Not much has been accomplished in lowering heavy inventories at retail and wholesale levels while manufac­ turing inventories reached a new high of $U0.8 billion dollars Sept.l, or 37% above a year ago. Trend Toward More Children Per Family A major factor in holding up the birth rate has been a change in attitude of young couples toward having more than one child. A large increase in the number of second,third and fourth children may affect future housing requirements and other family purchases. Number Of Births * Birth Oder 1. .0 1951 Estimated Increase Firs. 9057500 1,330,000 ~Wf% Second 613,000 1,170,000 ?1 Third 333,000 620,000 86 Fourth 193,000 310,000 61 Fifth or Over .9., 000 .70,000 15 Total 2,53B,o0o [.,600,00. 58. National Advertising Expenditures Monthly Report — August

TOTAL ADVERTISING EXPENDITURES (H_a.1a_-a.a9a.FU_aiT.j- .aaiu &__ n_^«rr_ ..-a.-r. _ T 3aCTISIO* G_SS T1MJ

140,000,000 .EWSHAPER AUVEKTISING EXPENDITURE 3 1950 It AGAZINE ADVERTISING FXHFNfl 1 TiitfFK 120,000,000 /% IS 5la / \ 100,000,000 >\ J \ 5U,U0U*UUU y/r / 50,000,000 ^ ^ / \ // 19 50 \ 80,000,000 \_' L 4-U, UOU.UUO r S S J > V y i95iy ... .•' / / . \ +0,000,000 / •N > sV s1 mlm 60,000,000 i N_ / \ 30,000,000 . 30,000,000 / *\ / > 40,000,000 Ml N.T-' 2O,000,OOJ 20,000,000 20,000,000 10,000,000 10,000,000 0 aii_n_. a ._ . aa_u aaa _rao_ m. „_»-__.a.>as i._. aa.i * aua^u. SOOKIl IBTUWTti. UT1QUI. K-Tli. USED 01 GBEUL HI iUTCHWITt _T_ja - _T a_l_T_ I** l._ _ .1 SOJ_SS. L.1UCL _WuhTLD H HEP 11 MCOM* UD _f_l_m_ 30LL_h tOU*a hfJUhTE. II THE iUTEMISIlE BU__IU U.l.P.l.) at.3Fart_ - __a _*__ _xa_ __I_I!L> B. _T Ll_ MTF aodkCtl FUHUSHUC, IWt___TI>* _J_U.U 1

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Total national advertising revenue for August 1951 was 9-3% above that of August 1950. In a comparison of figures for August 1951 and August 1950, General Magazines and Outdoor showed increases of 9.2% and 1.8%, respectively. Newspapers fell below August 1950 by 2.6%, but led all media in revenue, topping the Magazine total by more than $2,650,000. Network Radio decreased 6.0%, but total gross time billings of 3 leading Television networks (National, Columbia and American) increased 360.2% over the same month of 1950. With the exception of newspapers, all media increased in revenue in August 1951 over the previous month. General Magazines were up 5.8%, Network Radio up 0.6%, Network Television up 3.1% and Outdoor up 3.8%. Newspapers decreased 1.7% in this comparison. The eight-month 1951 total for all media is 9.3% above the same period in 1950. Magazines showed an increase of 9.8%, Network Television was up 295.8% and Outdoor was up 6.9%. Newspapers and Network Radio showed losses over the previous year's January-August period of 1.9% and 2.3%, respectively.