Vol. Ill, No. 23 June 7, 1948

issue commemorates _h< This issue commemorates the Second Anniversary of the JWT News. While two years 'may be a small part of the ordinary life cycle, it represents maturity and consider­able tenure as far as house organs go. ... The evidence of increasing readership and contributory response that has been ac­corded the News in the past

paper for JWT contributions offers sincere

year has been encouraging. JWT'ers, -big and small, from all offices and many depart­ments have been generous in their help. Since this is a

people, its success necessarily has depended upon from JWT people. To them all, the JWT News Editor thanks.

SKOL has been bought by the J.B. Williams Company and the advertising account has been transferred to JWT-NY. J.B. Williams had previously been the sales agency for SKOL. JWT was SKOL's advertising agency from 1937 to 1945.

LIBBY, MC NEILL & LIBBY (Chi.) is starting a frozen-food operation in New York City with twelve varieties of frozen fruits, vegetables and berries. This follows a two-year trial in Milwaukee which culminated in January when Libby launched its first advertising campaign for frozen foods in Milwaukee (see JWT News. Jan. 26). Estimates based on the Milwaukee trial indicate that the N.Y. operation will carry Libby to second position in the local market "within the very near future." Prices will be competitive with other top quality frozen foods, and if sales come up to expectations, Libby Frozen Foods will gradually be distributed in other Eastern cities, with a view to becoming national.

EASTMAN KODAK CO. (NY) has set up a new research laboratory to study films which will prove most useful in the television field. Eventually the laboratory will extend its research to actual televising of live shows within the confines of the laboratory's experimental circuit, as well as considering additional films for television use, depending on future requirements of the industry. ... The laboratory will be equipped to do research work on any television problems confronting the major studios, especially those pertaining to photography.

BORG-WARNER, INC. (Chi.) has received the wholehearted support of auto­mobile manufacturers for the phase of its current advertising campaign which deve­lops the automotive theme. Since nearly \ of BW's business is with the automobile industry, special emphasis is being given to this phase of its work and on alternate months advertising consists of an adaptation of the testimonial theme (see JWT News. Dec 15)• In each advertisement, artwork of a leading automobile manufacturer is used, showing its newest car and the headline indicates the length of time during which Borg-Warner has been working with that motor car manufacturer. The main body of copy is a tribute to the automobile illustrated — yet uses discretion in avoiding comparisons between makes. On each advertisement a placard appears, showing in con­spicuous manner the other lines of manufacturing through which "Borg-Warner benefits almost every American every day."

Motor manufacturers have expressed satis­faction with BW's handling of this delicate theme. In one instance a manufacturer claimed that his company had received more favorable comment and notice on a BW adver­tisement than on any of its own advertising run within recent years. The campaign runs in the Saturday Evening Post, Time, Newsweek, and U.S. News — and the client says that he feels it is instrumental in pounding home the thought that "Borg-Warner supplies essential opera­ting parts to 19 of the 20 makes of automobiles."

fa tender Itqkt-as-air fie crust every time

Cj.. U*«_Ga»I__'__5fVfci

- 2 -

GOOD LUCK FOOD COMPANY, Subsidiary of R.T. French Company (NY) is using a total of 20 color pages this year in four women's publications (McCall's. Ladies' Home Journal. Good Housekeeping and Woman's Day.) The first of these pages featured Good Luck Pie Crust Mix, "For a tender, light-as-air pie crust every time." Beginning in June, color pages will feature both the Good Luck Pie Crust Mix and Good Luck Lemon Pie Filling for the "Best Lemon Pie you ever tasted." Good Luck Pie Crust Mix has been on the market since 1926, but distribution has been largely limited to New England, upper New York state and several mid-western markets. The Good Luck Food Company was recently purchased by the R.T. French Co., and since the first of this year its products have been given na­tional distribution.

JOHN INGLIS COMPANY, LTD. (Toronto) has used double-page spreads in re­cent issues of Canadian appliance trade magazines to introduce its new lower-priced glass-lined water heater, called the Standard Model. It is a single-element adapta­tion of their Deluxe model, which has been in production for two years. It retails for $159.50, as compared with $199.50 for the Deluxe. The Standard Model is being introduced in an attempt to overcome to some degree prejudice that has held back ac­ceptance of expensive glass-lined water heaters, which exists because the Canadian consumer thinks of the water heater as something that should be inexpensive and not as an appliance that compares with his refrigerator, washing machine or stove. It is possible in Canada to get a boiler tank with an asbestos wrap for about $35 and all other water heaters are considerably cheaper than the Inglis; furthermore, in Ontario one can rent an automatic electric water heater at a cost of about 70 cents a month. Therefore, many consumers do not think of the water heater as an appli­ance that should be bought for the home.

Because of this consumer resistance, many dealers protested the Deluxe model as "too high-priced to sell," and the Standard model was presented to overcome this dealer-consumer resistance. The advertising was placed in trade magazines be­cause it was felt that on a limited budget, the burden of the work to be done in changing this consumer resistance must, in the long run, be done by the dealer. ... However, the long-range objective is to sell eventually the idea of improved, higher-priced glass-lined water heaters as such. The full weight of general consumer ad­vertising will continue to be concentrated on pushing the Deluxe electric and gas models, with each advertisement carrying a line which says "Glass-Lined Water Heat­ers from $159.50, Up."

NATIONAL ADVERTISING EXPENDITURES - Monthly Report- -

NATIONAL ADVERTISING EXPENDITURES IN MAJOR MEDIA

JAN. - MARCH 1947 VS. JAN. - MARCH l.HJ Expenditures for March, 1948,

in each of the four major media charted at left, continue to show increases over 1947.

During March, magazines took the lead away from newspapers, which were ahead during the first two months of the year. Percentage-wise, outdoor has shown the greatest increase for the 3-months period of 1948 as compared with 1947 (28.7%).

Total advertising for the first three months of 1948 in all four major media is 10.8% ahead of the same period a year ago.

-3-

HOW'S BUSINESS?

Last month the JWT News inaugurated the feature, "How's Business?" which is based on reports from our Research Dept. and information received from Representatives on' various accounts. It will appear in the first issue each month of the News. Won't you help make this feature worthwhile by sending us information on JWT accounts? (Ed.)

* _• * * * *

Standard Brands. Inc's president recently reported that while net sales for 1947 were the largest in company history, over $276,000,000 (9.4% higher than in 1946), profits were down about $1,500,000 and stockholders got $1.79 less dividend than last year. His explanation: no increase in quanti­ties of products sold because of increased competition and stubborn consumer resistance, coupled with a 13.3% higher cost of production. The company will spend about the same amount for advertising in 1948 as it did in 1947.

** * * *_-

California wine shipped in the first three months of 1948 was 46.45% above shipments of the first quarter of 1947, indicating that the .slump of 1947. caused by a sizable inventory, is coming to an end.

Shipments in March, '48 were the second largest March movement in the history of the California industry. The March total was 9,762,233 gallons, 68.10% higher than March, 1947. (California wineries produce about 90% of the wine sold commercially in the U.S.A. The industry advertises and carries on its educational program through the Wine Advisory Board—San Francisco.)

** * * **

March shipments of glass containers presented a much improved picture over that of February, — BUT April shipments dropped back to within 9.0% of the low figure for February which was reported in JWT News of May 10th. ... Shipments in April, 1948 were 22.0% less than for April, 1947. ... The greatest declines from March to April were in returnable beer bottles, narrow-neck toiletries and beverage bottles. Fruit jars and jelly glasses showed sizeable seasonal gains over March. ... Production of glass containers was virtually the same for 2_arch and April but 13% below production for April, 1947.

Metal can shipments in March were only 2% above February shipments and but 15% above March, 1947 shipments. Main increases were for evaporated and condensed milk and other dairy products. Fruit and vegetable, coffee, and beer cans all showed moderate decreases.

•a* * * **•

Wholesale distributor stocks (including chain store warehouses) of the 14 principal canned food commodities accounting for approximately 70% of total food pack, totaled 44 million cases as of May 1st; this was 9.0% under April 1. 1948 and 14.0% below May 1. 1947.

_* * * *_•

Parker Pen Co. recently reported consolidated net earnings of $3,637,683 after taxes and all charges for the fiscal year ended on February 29th. This is equal to $9.77 a share on 372,400 shares and compares with $4,173,974 or $11.03 on each 378,400 capital shares, for the previous fiscal year.

-4-DEPARTMENTS

Copy

Proof that even the simplest, most everyday sub- I *lW' 'l,is^ ' jects can be portrayed vividly and interestingly, is pre­sented in a recent advertisement for Oxford Bibles (NY). In referring to the paper used by Oxford the copy says:—

"You will marvel at the India Paper exclusive with Oxford, its formula known to only three men. It is the world's most beautiful paper...pure white...as soft to the touch as fine old linen...so thin that over 1600 pages make a book only an inch thick...so opaque that no print shows through from one side of a page to the other...and yet so strong that one +hree-inch strip can support a weight of 25 pounds.

irislmas

ll.lLB.i.;!.;., I,.,,|„„,_.

/ /;..,„/,/;,/ II,/..,/ /__.

/ • ' . . . / / , _ ,

You will delight too in the printing of Oxford Bibles... indeed, the type is so clear you can read it by candlelight. The bindings are wonderfully soft and yet strong and enduring...Bishop Phillips Brooks used his Oxford in all his work every day for forty years."

Media

"Ears to Radio," an editorialized advertising column which will offer radio publicity to advertisers and agencies, will appear in the Sept. 10 issue of Life. It will contain program previews, anecdotes, feature stories about the shows, their stars and other notes. Contracts must be received six weeks in advance of starting date of first insertion and closing date for subsequent insertions is five weeks prior to date of issue. Cost is 15% above Life's rates. Further details may be obtained from A. Hurd (NY).

Media Research

The Magazine Advertising Bureau's report on family data for magazine read­ing was released last week. Highlights as reported by Advertising Age are: 82.5% of the families of the country buy magazines; average number of magazines read for reader families is 6.5%. average number of family members for reader families is 3.5%; bulk of reader families are in B (upper middle) and C (middle) families. Average income for families reading one magazine is $2,320; for 5 magazines it is $3,381. Reader families averaged $17.51 a week on groceries and food in stores; non-reader families $12.57. The total US family average is $16.64. The average per week for A & B group (reader families) is $17.55; for C group, $17.74; for D group $16.84.

Radio

Johns-Manville News (Bill Henry) broadcast Monday thru Friday, 3:55-9:00 p.m., on 67 CBS stations, as reported by C E . Hooper, reaches 10,366,000 listening homes per week, which is more than any other network program. This is achieved by the turnover factor which exceeds that of any other network program because of the variety of appeal of the programs preceding and following it on CBS during the week.

Outdoor

J. Walter Thompson Co. ranks first among agencies in volume of outdoor ad­vertising placed. The company maintains complete outdoor departments in N.Y., Chi. & S.F.

COPYRIGHT REGISTRATION FEES INCREASED

Effective May 27, 1948, the registration fee for obtaining copyrights of radio scripts, musical compositions (unpublished), booklets and material other than commercial prints and labels became $4. In the past it cost $1. Renewals will now be $2. ... Most of the printed advertising for which we obtain copyright falls within the classification, "Commercial Prints and Labels." The present fee of £6 continues for this classification. ... Clients whose radio scripts are being copyrighted should be advised of this change of fees.

-5-JWT CAMPAIGN OF THE WEEK KRAFT DAIRY-FRESH CARAMELS

(Chicago)

Handicapped by shortages and restrictions during the war years and for most of 1946 and 1947, Kraft Dairy-Fresh Caramels enjoyed little or no ad­vertising support. Sales were maintained almost entirely through store display pieces and banners.

Today, with production again unrestricted and with candy advertising in general offering heavier competition, these popular Kraft confections are being backed by

/^ evonc/er fXWr^TCsr&tnefc fesfe somucA teifen

a new and colorful campaign.

Through a schedule of 1/3 pages in an extensive list of 54 Sunday comics (including both Puck and Metro) lively advertisements will feature the Kraft story of flavor and wholesomeness, and will plug the one pound "Doily" bag, available generally in grocery outlets. The campaign copy pattern is based on three major competitive points ... Kraft Caramels taste better, because they're made with fresh. whole milk and are full of food energy.

The caramel campaign is correlated with a similar campaign on Kraft Choc­olate Malted Milk, also scheduled to appear in the same list of Sunday comics.. In a majority of advertisements, the "hitch hike" technique is used to gain cross-sell­ing ... Caramel copy contains a Malted Milk plug of roughly 1/5 of space, and vice-versa.

RESEARCH IN PUBLIC RELATIONS

"We must take the halo off public relations; we must take much of the guess­work out; and be ready to say — and prove — that good public relations is one of the ways of producing more and better products and services," said Joseph Boyle (NY-Public Relations) in an address before the annual meeting of the American Public Re­lations Assoc, in Washington, D.C. en May 24 Stating that public relations should be subjected to the same tests and the same measurement of results as other business operations, Mr. Boyle pointed out that there were certain intangible results from public relations which could not be measured^ but that ... "we are still in the knee-pants age of this pnase of our work. ... In the next few years we must use all the devices and techniques now employed in market research — and some new ones — to prove results for public relations."

"I see no reason why we should not develop employee and consumer panels in the field of public relations as we have done in advertising," he continued, ... "unless we are willing to launch out in new directions of research we are going to see the eclipse of public relations as we now conceive it."

OTHER OFFICES

Printers' Ink in its May 28 issue, ran a double-page spread, illustrated feature story on JWT's new San Francisco offices, which are described as "a highly-

workable arrangement, with grouping of related activities." ... The article is entitled, "How To Plan An Agency Office for Func­tional Efficiency."

THOMPSON TRIBUTES

P. Ballantine & Sons' famous bottle and frosty gla*s illustration was awarded a New York Art Directors Club Medal for the best product illustration in color at the 27th Annual National Exhibition of Advertising and Editorial Art, which is currently being shown at the Grand Central Galleries. John Cook (NY) was the Art Director. The exhibition, which will continue throu^i June 19, presents some 300 pieces of art work selected from more than 7000 entries.

PI s RR-tL '̂̂ — - T K .

.VA \ \ . Wm

-6-HOW WELL DO YOU KNOW YOUR JWT'ERS?

Thumb-Nail Sketch MARGARET WEISHAAR

(Chicago) L

Back in the days when the Chicago Office numbered some hundred souls, a diminutive red-headed young lady,fresh out of college, (Grinnell) dropped in just to see what a big advertising agency looked like. Before she left, Walter O'Meara — ever a super salesman, in person as in print —

had sold her out of the $40 a week job she had lined up elsewhere and into an apprentice copywriter's spot at $25 per.

The young lady from Iowa came, stayed, and made good. From apprentice copywriter she moved steadily on to the "big time" of major campaigns for major accounts. The first copy Margaret Weishaar ever wrote was for Kraft Cheese, Today she is a mainstay on the account. But her sound selling ideas and happy way with copy are not devoted exclusively to Kraft. She has worked on many other Chicago Office products — chief among them, Libby's Pineapple, Fruit Cocktail and Tomato Juice.

Naturally, with the set-up of Kraft advertising, Margaret has consider­able to do with radio. She's by way of becoming the Chicago Office television expert, too — which is one of life's ironies as not so long ago she was heard to remark that she hoped she'd be out of advertising before television came in.

Since the days when she wore her hair in braids, Margaret has had a flair for clothes and decorating. Now her red hair is crowned with a succession of glamorous bonnets — original creations by "Margot" herself. And her charm­ing apartment reflects her fondness for modern painting and antique French bibe­lots.

An alert and vital person, Margaret's interests range from cookery to psychiatry, include photography, horseback riding, music and travel. But now all other interests pale beside those of home and husband. Margaret got married last summer. She's Mrs. Paul Buchen now.

PEOPLE

WILLIAM PERRY (NY) went to New Haven last week for Owens-Ill. Glass. J. STEWART HUNTER (Chi.-Pub.) has been appointed to the Liaison and Scientific Advisory Board of the Quartermaster Food and Container Inst, for the Armed Forces. SAMUEL MEEK (NY) has received a "Thompson Tribute" from the Marine group, according to JWT News' Washington correspondent. GEN. DAVID SARNOFF (RCA-Pres.) and NILES TRAMMELL (NBC-Pres.) lunched at JWT's N.Y. office last Weds. W. STANFIELD COOPER has rejoined JWT-NY as a member of the Trade Dept. working on Eastman Kodak. JULIE DICKINSON (Wash., DC) talent-scouted last week at Va. Polytechnic Inst, for the forthcoming Glan McCarthy Productions' movie. Messrs. DON FRANCISCO. ARNO JOHNSON and WM. MC KAMY (NY) will be in Oneida, N.I._ June 10 and 11 for Oneida, Ltd. ARTHUR HURD (NY) will be in Mexico City all this week on Kellogg and Squibb, Int. (Toronto) is in the NY office today, returning to Canada on Weds. (Det.) currently visiting the NY Office will return tomorrow.

MARK NAPIER HANK HOUSTON

Messrs. FRED FOY. GEORGE RICHARDSON and NORMAN STROUSE (Det.) arrive in NY Weds, for the forthcoming preview of the Ford car at the Waldorf. RUSS PAULSON (Atlanta) will also be in NY. RENE WEAVER (SF) was recently appointed as member of "a distinguished faculty" at the Pescadero Summer School of Art (near S.F.) and will devote summer weekends to instruction in water-color techniques. VERGIL REED (NY) will speak at the 44th annual conv. of the Adv. Fed. cf America in Cincinnati next week. WM. RESOR & STAN MARSH (NY) will go to Roch. Tues. for Atlantis Sales and THAYER JACCACI (NY) to Roch. on Eastman. BILLY WILGUS (H'wood) formerly JWT-NY, at request of MGM, produced open­ing show for MGM's new FM station in H'wood. Mr. & Mrs. CORNWELL JACKSON (H'wood) left for Chi. last weekend and from there will go to NY. GEORGE GLADDEN (NY) manages the TERRORS this Wed. against Hirshon-Garfield.

SEND AN ITE-: FOR THE JWT NFWS TO JEAN C. HURLEY. EDITOR. BEFORE JUNE 10.