to sell more oranges by promoting the daily drinking of larger portions of Florida orange juice.

Full text



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INSTITUTE OF LIFE INSURANCE (NY) Ready To Embark On Second Phase Of Anti-Inflation Campaign. Last week members of the Institute of Life


ance unanimously approved the 1951 campaign pro-posed by the J. Walter Thompson Company. Planned as phase two of the anti-inflation program which the Institute undertook early in 1950, the new campaign is built around a basic theme, but provides suffi-cient flexibility to cope with the uncertainty of current events. ... The first phase of the campaign was for the most part emotional, but the second phase is more specific and lists definite ways in which one can help to "lick in-flation."

Fills Leading Media Channels With RCA Christmas Promotions. It is usual for RCA Victor to have a

heavy schedule of Christmas adverti-sing, but this year's' — one of the most extensive in its history — will

far exceed a million dollars. Another noteworthy feature of this client1s

Christmas advertising is the use of the same central theme that it has used for the last decade — "The Gift That Keeps On Giving." This theme is a part of all RCA's Christmas

adver-O.V _.' _ :JP- \V

RCA^CTpR.?.* tising, whether it be for television

sets, radios, phonographs or records.

The approach is happy and "Christmasey" (unlike some of the much-discussed recent TV. industry advertising) and includes such headlines as: "Bring a world of fun home for Christmas," "Santa Just Keeps Coming," "Give Music for Christmas and all the year," "Wait 'til they see...what's under the treeI"

Christmas promotion for radios and home instruments started before Thanksgiving and includes a heavy magazine schedule, ranging from Life and SatEvePost to Ebony and the Army Times; newspaper advertisements (both Distributor and Dealer-Cooperative), TV and radio shows and spots, plus point-of-sale material. ... On top of this cam-paign is a sizeable promotion for RCA Victor records, typical of which is the adver-tisement headlined, "Records to give away — Records to play on Christmas Day." KRAFT FOODS CO. (Chi.) Adds Two Radio Programs.

Kraft has purchased two radio programs to start in January...the "Bobby Benson" show, for Kraft Dairy-Fresh Caramels and a 15-mlnute segment on "Queen for a Day" for Kraft Dinner. Both are set for Tuesdays and Thursdays over the Mutual Broadcasting System.

Keep young t ) . FLORIDA


Drink thk much Florida Orange Juice



FLORIDA CITRUS COMMISSION (NY) Cartoons Gaily Sell "More Orange Juice" Idea.

Florida orange advertising, following announcement copy, gets into its stride this week with 500-line newspaper copy, featuring

draw-ings fcy well known cartoonists. The basic idea is to sell more oranges by promoting the daily drink-ing of larger portions of Florida orange juice. Principal reason-why, explained in each piece of copy, is that the body daily needs Vitamin C, one vitamin it can't store up. Florida oranges are rich in Vitamin C, "so play safe and drink a big, full glass every day." Cartoon illustrations show the illustrative "gimmick" that runs through the entire campaign — an open hand with thumb and finger measuring "a full, big glass." Cartoonists whose work will appear in the first three adver-tisements are Jaro Fabry (left), cobean (right)



-^ a n H } W _ y / c _ _ _ t i mtsu .-MADE CANDIES

"When you give FANNY FARMER CANDY SHOPS (NY) Using Four-Color Advertising For First Time.

This Christmas Fanny Farmer is using four-color advertising for the first time. Headlined, "Tnis Year...Make Christmas Merrier with Fanny Farmer's Freshly-Made Candies," the page-size adver-tisement appeared in magazine section of yesterday's NY Times.

(Approximately 75% of the circulation of the Sunday NY Times goes into Fanny Farmer trading areas.) It featured Fanny Farm-er's beautiful new Christmas box packaging, provided a large or-der coupon and invited mail purchases.

PARKER PEN CO. (Chi.) Everybody Has A Fountain PenI

Because most people already have fountain pens, there is a dan-ger that many holiday givers may dismiss the idea of giving a Parker "51." The Parker Christmas campaign has assured gift buyers that the new "51" with its prestige and exclusive ad-vances is always a wanted, welcome gift. Headline of the next

advertisement in the series, December 18 Life, points up this approach: him this pen, he'll gladly discard all his others."

Although most of the Parker Christmas advertising is on the "51," Parker's 3 other pens were featured earlier and are listed in each "51" advertisement. With a Christmas bud-get of over #750,000, Parker has the "most comprehensive program ever beamed at the gift-pen buying holiday trade" — 7 major magazines, 67 Sunday magazine sections and 380 daily newspapers plus a huge newspaper dealer tie-in campaign.

OWENS-ILLINOIS GLASS CO. -Libbey Div.- (NY) Currier & Ives Prints Inspire Tie-in Promotion. Glenmore Distilleries Co. and Libbey are

cooperating in the promotion of a decan-ter bottle being introduced by Glenmore. Glenmore's Kentucky Tavern advertising features the Currier 8c Ives-inspired de-canter and companion Currier & Ives glas-ses manufactured by Libbey...the now pop-ular Hostess Sets (see illustration left). Libbey advertising in turn features the

Hostess Sets alone (see illustration right). The tie-in campaign began Nov. 6 in Time and will continue through Decem-ber in leading national magazines.


MEDIA Year-Old Magazine Folds.

Flair Magazine will suspend publication after the January 1951 issue it was announced last week. Increases in production costs and the likelihood of limitations on paper

availability in 1951 were given as major considerations in making this decision. Flair's first issue appeared in February 1950.

RESEARCH Business Moves Out Of The Dog House — Labor Unions And Government Move In.

Latest Psychological Barometer survey reveals an important change in the last two years in the public's attitude toward business. In November 1948 and again in October 1950, people were asked what kind of monopolies they considered the most dangerous — monop-olies by big companies, big labor unions or Government. The results:

November 19AB October 1950 Big Labor Unions 25% 34% Government 25% 27% Big Companies 27% 17% Uncertain 23% 22%


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MEDIA J. Walter Thompson Tops In Three Out Of Four Media.

The Media Department has recently compiled a list, taken from published sources, of national billings in 1949 of the 25 leading agencies for each of the A major media. Thus, there are 25 agency names in each media column and a total of 45 names In all. Only 9 agencies are represented on all 4 media lists. J. Walter Thompson was one of the 9; led the magazine list, the newspaper list, the network television list and was fourth on the network radio list.


J W T Campaign of the W e e k





____^V_____S" / a_^



In a large scale combination newspaper,

televi-sion and magazine campaign a gift-season

promo-tion is now underway for Elgin Watch Company.

The campaign, which calls for a total of

thirty-three magazine advertisements, two 1,000 line

newspaper insertions and major use of television.

will reach its climax just before Christmas.


Elgin's general line of watches (see

illustra-tion, right) receives major product emphasis,

but there are also separate campaigns on the company's Diamond Watches, the new

Auto-matic Elgins (see below, left), a special St. Christopher Medal Coin Watch and the

El-gin Service Award Plan (see below,right).


The general line of Elgin Watches is featured in newspaper advertisements in principal

markets with emphasis on those areas not covered by television. Two colors are

em-ployed for these newspaper advertisements where available.

This campaign marks Elgin's first major use of TV. Time signals have been used since

1941> but not on a large scale. These are being replaced with greatly increased

cov-erage and frequency by 80- and 20-second story sequence spots, most of which are

sche-duled during early evening hours.

The theme of the magazine advertising on the general lines of Elgin Watches is, "What

wonderful, wonderful gifts! Elgins with the flair of the future." These appear in

10 publications, including Life. Look. SatEvePost. Esquire. American Weekly,

Seven-teen. True Story. National Geographic. Farm Journal and Progressive Farmer.


Elgin's Diamond Watches are advertised in Vogue. Harper's Bazaar and Town & Country.

The theme, "flair of the future." is also incorporated in this


vertising, with a headline that reads, "Beloved indeed, is she who


gets a Lady Elgin diamond watch with the flair of the future."


A special St. Christopher Coin Watch, "perfect

for carrying in pocket or purse" and the

"Per-fect gift for loved ones who travel," is

fea-tured in Holiday and Extension insertions.

Elgin's special Service Award Plan, whereby

companies purchase Elgins for special awards

to employees, is featured in Fortune magazine.

The 33 magazine advertisements include two

spreads, 9 color pages and 26 black and white

pages. ... Elgin dealers are being supplied

with a complete plan of local advertising,

in-cluding newspaper mats, radio spots, outdoor

posters, car cards, mailing pieces and point-of-purchase material.

Topics for Conversation


f l , . . Q-a*. __•._! h«Ij« VUWI IP— .* rv«H*_f**_nH


RAISE — which has been announced by

Ford and General Motors last week.


com-plications of TV battle seen.

POP-ULARITY OF RECIPES is testified in

sales of Betty Crocker's picture CGok

book. Its sales are now running 20,000



-4-How well do you k n o w your JWT'ers?

Thumb-Nail Sketch THOMAS GREER

(New York)

On meeting Group Head Tom Greer for the first, or even the fourth time, vou would hardly think of him as the originator of the Atomic Bomb Ring! • ) But such is the case. This "box-top" prize which drew millions (the ex-act figure is a trade secret) of requests from America's children (with 15# attached to each) headed a list of Greer-inspired premiums and box cut-outs which included tanks, anti-aircraft guns, field pieces, a complete air base and a real-McCoy "Lone Ranger Six Shooter." The advertiser was General Mills; the agency, Dancer, Fitzgerald & Sample; the place, Chicago. But let's go back to sources.

Tom Greer decided on advertising as a career during his early college days at Oxford, Ohio's Miami University. With typical thoroughness the would-be copywriter prepared himself for this undertaking by (a) taking advertising courses (b) selling door-to-door during summer vacations (c) sending out "Copywriter-type" letters to 30 agencies. The result: hired by Jim Young to work in J. Walter Thompson Company's Cincinnati office as assistant to Bill Groom.

After 8 months in Cincinnati Tom was sent to JWT-NI and worked himself up to Group Head on Fleischmann's Yeast, Johns-Manville and other accounts. (Remember Fleisch-mann's famous "foreign doctors" campaign?) Fourteen years later he joined Blackett-Sample-Hummert agency in Chicago. This company was to become Dancer, Fitzgerald & Sam-ple. With them he was copy chief and later account executive on General Mills, Ovaltine and other food accounts. Twelve years and many recipes later (Tom became an authority on recipes; the latest testimony to this is the just-issued Betty Crocker Picture Cook Book), a call came from New York in 1948; "Would he become Group Head for General Cigar, Standard Brands, Mentholatum, several medical accounts for the J. Walter Thompson Com-pany?" He would. He is. (Since then Florida grapefruit and tangerines, Surf-Canada and others have been added.)

In "researching" Tom Greer, these gleanings were gathered; from doubtful and undocu-mented sources: Copywriter: "Tom believes in the three'R's' — Research, Review and Re-do ..." Art Director: "His most famous words ... 'Let's see if we can't move this over a little and get in some more copy.'" Librarian: "Our best customer." Repre-sentative: "A valuable member of our team." From unimpeachable sources: Tom is "at home" on Nsw York's fashionable East 57th Street. His chief interests are reading, writ-ing and listenwrit-ing to music...His family includes a daughter, age 23 (who likes horses and art) and a son, age 20 (Cornell - electrical engineering).

Policy on Awards and Contests

For a number of months, the JWT NEWS has published few, if any, stories on advertising contests and awards, even where J. Walter Thompson Company was a winner. In most in-stances it is felt that an award is not the true measure of the effectiveness of an ad-vertisement or other activity for which it is given. To continually publicize awards in the JWT NEWS would almost inevitably indicate that the Company felt the judging of a con-test could truly measure effectiveness. The principles which govern the J. Walter Thomp-son Company's point of view on advertising awards and contests were explained in a memo-randum dated August 14, 1950, which was given wide distribution to members of the staff. If you did not get a copy, or would like one, the editor of the JWT NEWS will be glad to furnish it to you on request.


FRED FIDLER (SF) in NY until Thursday. JIM YOUNG (NY) is due back from Europe on Thursday. PHIL MYGATT (NY) in Montreal and Toronto for Canada Lever tomorrow and Wednesday. CORNWELL JACKSON (H'wood) re-turned to West Coast last Friday from NY. SAM DOBBS (NY) in Toledo tomorrow and Wed-nesday on OIG. GEORGE RICHARDSON (Det.) in NY Office today. GEORGE DIBERT. EZRA

McINTOSH. HOWARD REILLY. JOHN BIRGE & JOHN RUSSO (NI) in Washington Tuesday for RCA. ROBERT HAIG (NY) in Detroit today for Ford. STAN COOPER (NY) in Rochester for Kodak Dec. 13 & 14. GEORGE RICHARDSON (Det.) spoke last Wednesday at Wayne univ., Detroit, on


December 1 1 , 1950

Your National Outdoor Advertising Bureau

Over 147,000,000 in outdoor

advertising will be placed

this year with plant owners

by the National Outdoor

Ad-vertising Bureau, Inc. on

behalf of its advertising

agency members. Dollar-wise

this is double the 1945

re-venue figure. Outdoor is

today recognized as one of

the major advertising media.

1924* 1950**

—"** The National Outdoor Adver-


tising Bureau, Inc. is a

unique organization in that it was developed and incorporated by advertising

agen-cies and is directed by them to service the medium. The Bureau was launched in

1915 because advertising agencies felt that outdoor advertising was not reaching

and could not reach its full potential without the creative contribution and

plan-ning resources of the advertising agency group. It was set up to function as the

needed liaison and clearing house between the advertising agency and the individual

plant owners and to help standardize services.

In the late 1800's and the early part of the 20th century the outdoor industry was

a hit or miss, rough and ready business. Journeymen painters and bill posters,

working for individual plant operators, toured the country painting and posting

billboards by hand. Selling of this medium was also on a hit or miss basis. Leases

for boards were frequently paid with a barrel of flour or theater tickets, and

painted wall leases were paid by agreeing to paint the balance of the store on

which the sign was painted.

In these early days, the Cusack Company was one of the leaders in the outdoor field.

Founded by Thomas Cusack who started off as a first class journeyman pictorial

painter, and personally backed by Mr. Hill, then head of the American Tobacco

Com-pany, the Cusack Company operated in all important towns east of the Rocky

Moun-tains, excluding New York City. The Foster and Kleiser Company was another pioneer

outdoor concern operating on the West Coast, and Mr. Kleiser, along with Mr. Cusack,

was particularly cooperative In aiding the development of the National Outdoor

Ad-vertising Bureau, Inc. Both contributed also to the improvement of the outdoor

ad-vertising medium with better lighting devices, finer panels and painted bulletins.

The National Outdoor Advertising Bureau, Inc. was founded late in December of 1915

and went through quite a struggle for several years. Mr. Stanley Resor joined the

group in 1916 and helped the original incorporators set sturdier ground work for

this new organization. (It was during this same period that other advertising

media were settling themselves into established frameworks. The Audit Bureau of

Circulation was also formed during this period.)

•There were 2,900 of these historical bulletins all over the U.S. Situated on highway approaches to a city, they gave motorists a brief history or mentioned points of interest. In New York, a bulletin at Times Square (shown here) duplicated each of these in turn, a new one each week. The one illustrated describes Seattle, Washington.

**New black light painted bulletins — Ward's current display.


At the end of 1917 the new Bureau was broke. Its li-abilities exceeded its as-sets by I&08.08. A defi-nite reorganization was called for and was accom-plished in 1918. In this, and in the preliminary plan-ning, the names of Stanley Resor, Gilbert Kinney, Hun-ter Richey and Henry Stanton appeared regularly. Ways

and means were found to strengthen the financial structure of the Bureau, and a suitable operating agreement between the Bureau and the cooperative Cusack Com-pany was finally hammered out. Mr. Frank Hopkins, who joined the Bureau in 1918, was responsible for much of the success in its development.



In the years following 1918 the growth and acceptance of the function of the Na-tional Outdoor Advertising Bureau were slow but steady. It is only in the last 21 years that advertising agencies have been recognized by all plant owners. Prior to that time, some plant owners recognized the NOAB and some did not; some recognized individual accounts in agencies and not all accounts. The general practice was for the medium to sell direct and through called independent so-licitors. Bnphasis and money were placed on selling tne medium rather than de-veloping its maximum effectiveness.

One of the major contributions that the NOAB has made, not only to the outdoor in-dustry but to advertisers, was the establishment of its Field Service Division, which was accomplished about 23 years ago. Prior to tiiat time, an advertiser might buy a specified number of panels in a specified number of towns for definite

lengths of time, but had no way of telling whether they vere up and how long they stayed up, nor was he confident that the posters were in good condition. Through its Field Service work, the NOAB regularly checks all outdoor displays and assures outdoor customers that they are receiving that which they have purchased.

Both agencies and operators needed continued educating to understand each other. This has been one of the functions of the Bureau. The plant operators often did not understand fully that the agency, as an advisor, has to be free in the exer-cise of judgment on all media and the extent to which each should be used.

Agencies also needed educating. Outdoor was a comparatively new field which call-ed for special techniques, and in the Bureau there was available a pool of experi-ence as well as the necessary diplomacy required to establish good relations with plant operators.

Over the years, the Bureau became a leading ethical force in the outdoor adver-tising field. It proved itself to be one of those valuable cooperative areas wherein all gained more and did a better job by working together than by going it alone.

The Bureau was founded by advertising agencies, is owned by agencies and works for the agencies. In the final analysis it is no more and no less than an integral part of the advertising agency operation.





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