V, No. 3 January 16, 1950

MOTOR CO. (Det. & NY) Adds "Kukla, Fran And Ollie" To Its Growing List Of TV Programs.

Starting February 1, the Ford Motor Co. will spon­sor "Kukla, Fran and Ollie" every Wednesday night. Ford also sponsors "The Ford Theatre," alternate Friday nights on CBS-TV and The Ford Dealers of America sponsor Kay Kyser's TV show every Thursday night from 9:00 to 10:00. Plans call for "Kukla, Fran and Ollie" to carry the Ford message for the next 13 weeks on all stations presently available on NBC-TV networks. ... "Kukla, Fran and Ollie" is sponsored Mondays and Fridays by RCA, Tuesdays and Thursdays by Sealtest and Wednesdays (after Feb. 1) by Ford.

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LEVER BROS. (NY) "After-The-Contest" Advertising Supports Couponing. Newspaper advertisements will appear in 40 leading cities throughr-out the U.S. starting January 19, featuring local winners in the recent nationwide Lux Girl Contest. Each advertisement in each city will thus have a localized appeal (at right see San Francis­co advertisement featuring San Francisco winner). ... The adver­tisements follow the usual Lux pattern by featuring a screen star who says, "I'm a Lux Girl." Below the well-known screen star appears the local winner who says, "I'm a Lux Girl tool" These advertisements are being run in connection with an inten­sive couponing drive. The advertisements call attention to the special trial offer made possible by the "valuable coupon coming to your door soon."

ATLANTIS SALES (NY) French's Instant Potato On TV For First Time. Starting January 23, French's Instant Potato will be promoted on six local Women's Participation Programs in the following cities: Chicago, Baltimore, Cincinnati, Columbus, and Dayton. On an average of three times a week, TV viewers in those cities will see how French's Instant Potato can be prepared for the family dinner or used as a baby food. ... In two other cities, Lansing and Kalamazoo, Michigan, a door-to-dopr sampling of French's Instant Potato is getting under way. This is backed by local newspaper advertising.

CALIFORNIA RAISIN ADVISORY BOARD (SF) Sponsors "Raisin Reason" Contest. The recently formed California Raisin Advisory Board, Fresno, Cal., launches its initial national advertising-merchandising campaign this month with a national "Raisin Reason" Contest. Each contestant is required to state his favorite reason for eating raisin bread (raisin bread being the greatest single use of raisins). ... Starting Jan. 22 and continuing for an 8-week period, the contest is spearheaded with a full-color, page advertisement in Jan. 23 issue of Life (illustrated be­

low, right). Contest offers first prize of $10,000 cash and 286 additional consumer prizes with entry blanks available at bake shops and food stores.

The aims of the program are: to encourage wholesale and retail bakers to increase their output of raisin bread and other raisin products} inspire tie-in merchandising and selling effort on the part of retail outlets; and stimulate public consumption.

A series of humorous cartoon postcards, designed to support ex­tensive trade advertising, will remind wholesale and retail bak­ers to tie in with the "Raisin Reason" Contest. They will be mailed weekly throughout the first month of the contest (see il­lustration above, left). A specific tie-in with retail outlets offers cash prizes to merchants whose customers win top consumer prizes. Trade advertising calls for 2 double spreads in national bakery publications and full pages in food store papers. A wide selection of merchandising aids are being distributed nationally.

"Well, bak* m • apacial loaf. My wife

J. WALTER THOMPSON COMPANY

How will ,\merican business answer this

2 0 0 BILLION DOLLAR QUESTION?

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Another House Advertisement In Newspapers. For the second time within 2 weeks, the J. Walter Thompson Company on Monday and Tuesday uses newspaper space to pre­sent essential facts about U.S. population and purchasing power and to offer its 36-page booklet, "Marketing Oppor­tunities 1950." The first 1500-line advertisement appeared January 4 in the same list of newspapers (NY Times. NY Herald Tribune. Chicago Tribune, Detroit Free Press. Los Angeles Times. San Francisco Chronicle, Wall Street Journal - East and West Coast editions) and in Fortune. Latin American edition of Time and domestic advertising magazines. ... The second newspaper advertisement features a coupon. ... Results of the first advertisement as of January 12 were: requests received in NY Office - 1,279; received by other JWT offices - 915; TOTAL requests - 2,194; TOTAL NUMBER of booklets requested - 4,287.

Departments COPY RESEARCH Effectiveness Of Semaphore Advertisements.

A recent issue of a major magazine contained several small-space, black-and-white ad­vertisements scattered throughout the book, directing attention to a Hart, Schaffner and Marx 4-color page. Successful use of such teaser insertions that signal or "sema­phore" a major advertisement elsewhere is not new, says JWT's Copy Research Dept., having been used, among others by National Biscuit's Shredded Wheat about a year ago.

A possible development of this technique may, however, be worth considering, says the Copy Research Dept. - for example, the use of small-space specific-appeal copy which directs attention to the main advertisement for the full story. Patent medicines have long thrived on 14-line, specific-appeal advertisements.

An interesting indication that teaser advertisements increase readership is contained in the Shredded Wheat advertising cited above. The full-page, full-color Shredded Wheat advertisement, accompanied by 5 small black-and-white teaser advertisements, re­ceived almost 50$ greater attention and 4 times greater "thorough readership" than similar Shredded Wheat advertisements which ran shortly thereafter without teasers.

MEDIA New York News Offers Color In Less Than Page Sizes. Effective July 1, 1950, the N.Y. News will make available both half and three-fifths pages in color in the Sunday rotogravure sections. ... It is expected that the Metro­politan Sunday Newspapers will shortly announce a similar policy. In addition Metro will set up a fixed package with a larger discount than now exists. It will still be possible to buy a selected group of markets at a discount, but this discount will be reduced.

RESEARCH Women Losing Buying Influence According To Survey. y^hile the lady of the house still has more to say about the family's buying than do her

- Thusband and children, she has lost some of her influence as controller of the family / purse strings, according to a survey reported by Business Week. The study, which was

\7 conducted by the University of Illinois' Bureau of Economic and Business Research, YW^shows that the old contention that women make as much as 80$ of family purchases is not •. ̂ true today. Instead, women actually buy 55$ of all consumer goods for the family, and - ̂ N men buy 30$. Husbands and wives shopping together make 11$ of the family's purchases.

Children buy the other 4$. ... Men are now doing more of the family buying than they did in the early 1940's, presumably because of the shorter work week, plus the fact that a larger proportion of wives now work outside the home. ... Men are buying a larger percentage of women's goods, clothing, toilet articles, draperies, and kitchenware. ... Men buy more of their own clothes now than in 1940. Women have increased in importance as bxyers of drugs and hardware.

RADIO JWT Among Top Four In 19A9 Radio Network -Billings. Gross network radio time billing figures for 1949 just released show that Dancer-Fitz­gerald Sample led all agencies for the sixteenth year. Figures supplied by the four national networks (ABC, CBS, Mutual and NBC) show the following gross time purchases for leading agencies (spot radio and TV billings not included): l) D-F-S, $18,708,466; 2) BBD&0, $11,068,819; 3) Benton & Bowles, $9,735,528; 4) JWT, $8,748,036; 5) Y & R, $7,617,573; 6) Compton, $7,119,301.

- 3 -J WT Campaign of the Week

SWIFT & COMPANY - Swift's Premium Bacon -

(Chicago)

What is the most outstanding characteristic of Swift's Premium Bacon, the most important factor in building and holding its large margin of consumer preference? The answer is flavor. The new campaign which starts in January magazines takes the match­less flavor of Swift's Premium Bacon for its theme.

The descriptive phrase — "sweet smoke taste" — has been used continuously in Swift's Premium advertising for many years. Now it is given major importance, dominating every headline and key­ing brief copy devoted to the "how" and "why", of this flavor which has made Swift's Premium the best-liked of all bacons.

The effectiveness of the pattern owes a great deal to striking art treatment. "Sweet smoke taste" is dramatized by blue-gray smoke, vignetted against ruddy brown, curling lazily up the length of the page from smouldering embers at the bottom (see illustration above, right).

Supplementing this campaign of strongly competitive product ad­vertising are special advertisements planned primarily for use as merchandising tools during the two big drives of the year, in February and mid-summer. The first of these special adver­tisements is shown below, left. Featuring Don McNeill's favor­ite Swift's Premium Bacon breakfast, it lends itself to dealer related-item promotions, and lures women to the stores with the offer of a free booklet of Autographed Breakfast Club Recipes.

Campaigns of page and half-page advertisements will appear in Life, Saturday Evening Post, Ladies' Home Journal, American Weekly, Parents' and, for the first time, Coronet. Radio (the Breakfast Club) is on a year-round basis; newspapers in some 60 major cities will support the special drives.

Topics for Conversation

It was a merry Christmas. First of all, nearly every one of the 835 JWT'ers in the New York Office broke bread and said "Merry Christmas" to each other at a Christmas Eve buffet luncheon in the 11th floor dining room. It adds to our happy memories of the event to know that several boxes of sandwiches (all that were left of 1400) and a, carton of ice cream were sent to the Community Service Society's Tompkins Square House. A letter from them reports that "The sandwiches...made the supper on Christmas Eve very festive for the 56 elderly people living there. ... P.S. Some sandwiches left over were passed along to another very grateful residence for old people nearby." "10 HISTORIC ADVERTISEMENTS." an article in the December Issue of Advertising Agency, will be of in­terest to JWT'ers. It reports on a book just published, entitled, "The One Hundred Greatest Advertisements," compiled by Julian Lewis Watkins. The span of the book reaches back over advertising's first 100 years. Among the first ten advertisements were "The Kid in Upper Four" and "Often a bridesmaid but never a bride." JWT BETTER-HALVES MAKE HEADLINES. Betsy Rodgers (Mrs. John Rodgers, JWT-London) is author of a recently published book on 18th century philanthropy entitled, "Cloak of Charity." Mrs. "Deke" Coleman, JWT—Australia, was elected as one of Sydney's 10 best dressed women for 1949. OVER HALF OF U.S. ADULTS DRINK ("have occasion to use any alcoholic bever­age such as liquor, wine or beer") according to recent Gallup survey. 42$ were total abstainers; this parallels opinion regarding national prohibition — "Wets," 55$, "Drys," 33$. CAMELS PASS LUCKY STRIKE FOR FIRST PLACE POSITION IN 1949...for first time in years. Lucky Strike is close behind; Chesterfield remained in third place. Philip Morris climbed 20$ and Old Gold was up 10$ over previous year.

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-4-How well do you know your JWT'ers?

Thumb-Nail Sketch - HOW TO REACH THE TOP -

It's easy to reach the top. Just get to a point in your early youth where you'd rather say it with drawings than words. And have a next-door neighbor whose file of old Life magazines can take the bulk of your time. Then get the notion you'd like to draw and write humorous things for magazines. And get some big humorist like Gaar Williams to tell you your stuff won't sell as long as you draw people with big feet and big noses. And then sell your stuff to Life before Williams does. This qualifies you to become Art Editor of the University of Chicago "Phoenix." And should be followed by courses at a Chicago art school.

But keep selling your stuff to small magazines. Then open an office at home and start to write and draw things which the New Yorker and Life are will­ing to exchange money for. Use this money to come to New York and free lance. Income low? About to give up? Here's the solution. Get Bob Sherwood to put you on contract with the old Life magazine and dabble in dialogue and ideas for early motion pictures. In addition to your two columns a week for Life plus covers and inside gags, cook up gags for Russell Patterson and sell advertising ideas to agencies on a consultant basis. This should land you a job with McCann-Erickson from *35 to '42. And if you work it right, McCann will cop the lion's share of all poster awards in that period. Then you can become OWI coordinator of government posters in '42 and spend 10 months with Y & R in '43. But will the government give up that easy? No, a thousand times, no. In '43, they lt_. will give you the title of Lieutenant EDWARD GRAHAM and put you to work on T j posters, production aids and Public Relations under Secretary of the Treasury Forrestal. In '45> McCann-Erickson will welcome you back as a V. P. only to lose you reluctantly to JWT in '4.8 (NY Office).

By this time, you'll have a wife named Solange, a son named Ed, Jr. (who walks into McCann as you walk out) and the oldest Daschund on Long Island. Easy, isn't it?

People WM. PESOR & STAN MARSH (NY) leave Jan. 26 for Chi. and St. Louis on Atlantis Sales, re­turning Feb. 1. PETER FIELDEN. currently visiting NY Office, leaves today to return to Bombay via London. WM. BRIGGS (NY) in Rochester Jan. 19 for Kodak. ED RICE (NY) in Det. last Fri. for Ford. THAYER JACCACI (NY) in Rochester tomorrow for Kodak. ELIZA­BETH BLACKMAN (Chi.) in NY Office today and tomorrow. JOHN HOSCH (NY) left Thurs. to visit Ward Baking plants in Cleveland, Youngstown, Pittsburgh, Detroit, South Bend, Chicago, St. Louis, Columbus, returning Jan. 20. PHIL MYGATT (NY) will be in Toronto Jan. 19-20 for Canadian Lever. HENRY CURTIS. JOHN WIGHTMAN & BOB SULLIVAN, who have been working in the Wall St. Office (NY) on major Public Relations-Publicity accounts, have moved back to the Public Relations-Publicity Dept. of the Uptown (NY) Office. R. A. "RED" MOTT (SF) will present 1950 advertising plans for Fleischmann's Yeast at Standard Brands District Meetings in Cincinnati, Detroit, Chicago, St. Paul and Kansas City, Jan. 23-27. Mr. Mott has been appointed to the advertising committee of the San Francisco "March of Dimes" drive. TED JARVIS, Manager of JWT-Melbourne, is now in the Chi. Office, having completed visits to JWT offices on the West Coast. He is due in NY on Feb. 1 for a month's stay. JACK HORAK has joined the SF Research Dept. O'NEILL RYAN & RUTH WEST (NY) to Det. last weekend on New Business. HARRY BARTLETT (Det.) has received a national award for outstanding achievement in advertising in 1949. During Jan. 14-22, JWT Public Relations personnel will conduct a series of re­gional sales meetings in connection with the membership campaign of the Reserve Of­ficers Association (Washington Office). People and places: J. E. BOYLE in NY and Boston; LOY BAXTER in Chi.; C. G. COBURN in Grand Rapids and Kansas City; EVAN PETERS in Los Angeles, San Francisco and Seattle; R. E. STIVERS in Philadelphia, Columbus and Atlanta. ADELAIDE STEVENS (NY) retires from JWT, Feb. 1 to marry Frank Shumann. CONSTANCE DUFF & JAMES COBB (Toronto) are engaged. JUNE BOUQUET (SF) will wed William Anthony Miller. The JWT (NY) basketball team won its 4th straight last week, beating McCann-Erickson 39-36. They play Wm. Esty this Wed. Mr. & Mrs. GORDON "SCOTTY" INNES (NY) welcomed a baby girl, Jan 2.

THE JWT NEWS IS YOUR NEWS. SEND AN ITEM TO JEAN HURLEY. EDITOR. BEFORE JAN. 19