Vol. XIV, No. 3 January 21, 1959

ma. porrst (HAW SHOT* IN TDK TO MUSIC)

I'm Prudence Potts

the pan inspector. Prudence Potts the spot detector

Nothing makes Ifi&ur.

1B3. POTTSl Than a pan that doesn't gleam

Cause then I know That's how I know I t ' a Just not c lean! ( I know - I know)

But nothing makes me gladder

Than a pan t h a t ' s A pan a Br i l l o Soap Bri l lo-bright Pad shines

Is such a pretty sightI

UBS. POTTS; (SPaglSG —HUslfi CO*. BG.) How watch c loaely l See how quickly I r l l l o cleans1

Special soap foams right upl

Takes off grease and scorch i n a J i f fyI Shines toot Because there ' s special Jeweler's Pol ish In every Br i l l o Soap Pad!

Now — a r inse — and see what I meanl The sh ine ' s the s ign i t ' s real ly c lean — r e a l l y safe to cook ln l

MRS. POTTS.. (HAI* SUBIlB AGAIN) Nothing makes me g ladder . . .

Than a pan that ' Bri l lo-bright

A pan a Br i l lo Soap Pad shines

a pretty

PRUDENCE POTTS, NEW ANIMATED SALESLADY FOR BRILLO, MAKES HER BOW ON TV;

MAGAZINES TO STRESS PRODUCT'S UNIQUE CLEANING AND SHINING ABILITIES

New York... Prudence Potts, the Pan In­spector — a plumpish little lady with man­nerisms all her own — makes her TV bow to­day on daytiifae NBC television0 Prudence pre­sents a strong sales message for Brillo Soap Pads, stressing the product's ability to clean faster, more thoroughly, and at the same time impart a "like-new" shine. Pru­dence's animated sequence is combined with live action demonstration.

Prudence Potts is tolerant of most ev­erything, but when confronted with dirty pots and pans that don't shine, she gets excited and rather angry. But, as shown above in the first commercial, when speaking about Brillo, Prudence's enthusiasm is boundless. In fact, "Nothing makes her gladder than a pan that's Brillo-bright."

Neither a comic nor a sophisticate, Prudence is a delightful, sincere saleslady who soon will be seen in Brillo store display pieces and New York newspaper advertisements. Currently she is appearing in commercials on "Treasure Hunt," "It Could Be You," and "Million Dollar Movie" in New York.

1959 magazine campaign is two-pronged

The Brillo 1959 magazine campaign is two-pronged. One series of advertisements stresses speed and ease, while another series erapliasizes the sanitary assurance of cooking ±n a pot that's really clean, i„e., shining-clean thanks to Brillo. The colorful ad­vertising will appear in all leading women's magazines. Sunday Supplements and PUCK are also on the heavy Brillo schedule.

Can't you afford to spend 45 minutes

in the Presence of Greatness?

Seven Score and Ten Years Ago there was born, in the Wilderness of Kentucky, a Great Man-

:\\. He waan't much to look at. Hia mother's cousin, Dennis Hanks, said:

"Folks often ask me if Abe was a good-tookin'baby. Well, now. he looked Just like any other baby at fust-like a red cherry pulp squeezed dry ... And he didn't improve none as he grouted older."

Tb.ua, in a log cabin on February 12, 1809, began tbe life of a boy turned Abraham Lincoln . . . And thaia, in on. living i n d e n t after another, i. carried forward a truly remarkable Book Feature in the Febnuuy awue of Reader's Utgeet. "The Lincoln Who Lion in Anecdote."

Here a reader can step, with a chuckle, into the prarne boyhood of a youth who "grew like a aUlk of field com"—gmw until he waa 6 feet, tinchee tall

H o . dad he handle the great nenonal problem of hi. uglinea.? Tine informal but thoroughly docu­mented "life" will tell you—but not in formal, analytical proa.. It will give you firsthand, in Lincoln, own anecdote, the explanation of hi .

homelina. . . . then take you to the debate where

"My opponent U a hut-faced man." And Abraham Lincoln replied: "I bant it to my audience. If I nod another fact, do ami think I loould wear that one!"

"toey aent a humonat—Petroleum Veauvius Naaby —to cover t h a . a m debate, with Ilouglaa in 1868. He wrote back, altar an mtervaew with Lincoln: " / never aura a more thoughtful face. I never n a o mare dignified face. I never mo «o and a face."

You k n al l a

particularly important that February 12th mark. the 150th anniversary of Abraham Lincoln's birth. What if important la that Una man should not have died in mini What be stood for, what he said, suffered and did, should n e w be allowed to die . . . for H I is a r a n i u l

Over and ova. again, aa you nsad "The Lincoln Who' Lion in Anecdote," you will feel so close to Abraham Lincoln you will want to reach out and touch him And over and over again you will stop short and look up from your reading—look up no. knouiirig whether to laugh or cry'. . , . Because tbe

frontier roots of Lincoln's humor r into hia knowledge of human being.— th<m widened and deepened again by bis constant mailing and law experience They won b«ed. deepen of all, on something he n a p . to bare been bom with—hia instinctive feeling that be waa of the peeple. and predestined by God to sen. the people

The editors of Rcadaw'. Digest who have faah-ioned thi . fresh, full-length portrait of a man from over 200 book, written about him, believe that you will not ha able to read "The Lincoln Who Lion in Anecdote" without finding your spirit uplifted— and chastened . . . your awaranaa. of what thia country must stand for heightened. For you will have been, for sT> minute, at Iraat, in t in presence of

Pick up your copy of February Reader's Digest today. You'll And it OH tote at newsstands, drug and variety stores, super, i market check- • out counter..

Because the handy pocket-size Digest publishes articles of enduring

value which promote understanding, extend mental horizons, and make

better citizens, it is the World's Most Widely Read Magazine!

READER'S DIGEST uses newspapers to announce

full-length portrait of Lincoln

New York... Tomorrow, the READER'S DI­GEST wi l l run a 7-column newspaper adver­tisement, the l a rges t space ever used by Thompson to t e l l about an unusual DIGEST feature — a fu l l - length p o r t r a i t of Lincoln e n t i t l e d "The Lincoln who l ives in Anec­dote ."

The l^Oth anniversary of Lincoln 's b i r th w i l l be celebrated February 12.

Though the READER'S DIGEST runs small-space advertisements each month previewing five a r t i c l e s to be seen in forthcoming i s ­sues, i t i s only with ra re exception — "Our Miss Rossie" for one (NEWS 10/28/57) — tha t an advertisement of t h i s size has been used to promote the sale of copies on the news­stands.

Purolator-Kodak do business through Thompson New York... Purolator Products, Inc . ,

recently purchased 100,000 Kodak Starflash cameras to be used as premiums in Purola­t o r ' s annual "Bonanza" promotion for dealers .

According to Kodak, i t i s the l a rges t single purchase of cameras for t h i s purpose in the l a s t 20 years . Total investment i s close to $500,000.

To help support the program, Kodak supplied artwork and photographs for special material which was sent to over 150,000 se r ­vice s t a t i ons , and made avai lable the use of Ed Sullivan for Purolator advert is ing and merchandising a c t i v i t i e s . This t ransact ion between two c l i en t s was made possible with the ass is tance of Thompson, NYO.

Thompson members help name new fragrance for Matchabelli

New York... Results of the recent "Name a New Perfume" contest conducted by Prince Matchabelli (NY) on behalf of i t s new f ra ­grance have j u s t been announced.

A l i s t of suggested perfume names was sent to a l l members of NYO and Pond's , with the request that ent rants select a "favorite" and also submit t h e i r own suggestions. Of the 375 responses, the most votes went to "Apassionata," with "Crown Princess" and "Sheer Madness" in second and th i rd places .

A drawing was held of a l l those se­l ec t i ng "Apassionata." Thompson winners were: John Russo, $50 gif t bond; Timothy Kearny l/2-ounce batt le of the new fragrance.

Matchabelli i s presently checking the 600 new names submitted for the pos s ib i l i t y of reg is te r ing one to be incorporated in the Prince Matchabelli l i n e . I f any name i s chosen, those people who submitted i t wil l be e l ig ib le for $50 and $25 g i f t bonds.

Photographs by Horst displayed in NYO

Horst, top fa­shion photographer, has captured the persona l i t i es of fa­shion and society ce l eb r i t i e s in a col lec t ion of photo­graphic p o r t r a i t s now being .shown in the 10th floor Corridor Gallery. One of these i s of Edith S i twel l , English poet ( r i gh t ) .

Picture yourself in

a TRIPLE GRAND PRIZE!

A fabulous Hollywood feA all-expenses-paid family vacation

as the guests of

mwJWA mELmmwiLimiML mmm^. .Paetf an Park *«.•»..,». AMtftKAN A,BUMS „™«BJm«

What • Grand Prise! The Grand Prue winner will get all three: a thrill­ing. Hollywood vacation (or the whole family plus $10,000 cash in the bank plus a brand-new '59 Ford in your garage—all yours for the taking

And. look at the hundreds of other wonderful, valuable prizes to be won Enter today! This contest is fun for everyone in the family. Give

vo u r p ic tu re - ta k i n e i m a g i n a t HI n free rein and watch the results.

'riple Grand Pria

You'll visilCalifornia'sbrealh-taking Pacific Park. You'll stay al Hollywood Knickerl Hotel, the Sahara in Las Vegas, the Biltm

Springs, and go "on location" al the big TV lOVie studios. You'll lake exciting trips to J, CaUlin* and Las Vegas.

p/us

324 OTHER VALUABLE - new PRIZES 'MF"6

SYLVANIA Blue Dot FLASHBULBS 1UCTS, DIVISION OF SYLVANIA ELECTRIC PRODUCT!

Contest details and extraordinary prizes are featured in above advertisement appearing this month in LIFE and leading photography magazines.

FORD AND SYLVANIA COMBINE FORCES IN NEW-IDEA PROMOTION CONTEST

N e w York... Sylvania Photof lash and Ford join forces this month as co-sponsors of a unique nation-wide contest with the invitation to "Picture Yourself in a '59 Ford and Win a Triple Grand PrizeI"

Each contestant enters by picking up a sleeve of Blue Dot Flashbulbs and an en­try blank at his local Sylvania Photolamp dealer. Then, he goes to his Ford dealer's showroom and flashes a picture of himself or anyone in his family in a '59 Ford. After the dealer signs the entry blank, the contestant mails it in with the triangular trademark from a sleeve of Blue Dots and the picture. Winning shots will be chosen for story-telling value and originality, and the grand winner will receive a vaca­tion at Pacific Ocean Park, California, 110,000 cash, and a '59 Ford. There are 32U available prizes in addition. Equiv­alent prizes will be awarded Ford and Sylvania salesmen signing the winning entries.

The goals of this first-of-its-kind promotion are a sales boost for Sylvania

flashbulbs and an increase in visits of entire families to Ford showrooms, to learn together the family features of the '59 Ford.

The promotion to be launched this month has been geared to reach millions of homes, with spreads in LIFE, M0D.ERN PHOTOG­RAPHY, POPULAR PHOTOGRAPHY and U.S. CAMERA, full-color Sunday comics in every major mar­ket newspaper, and seven "Real McCoy" TV show commercials over the 132 stations of the ABC television network. The "Tennessee Ernie" Ford TV show will promote the con­test, and it will be featured in 2,5>00 newspaper advertisements across the country. The contest ends March 15>th.

Thompson representatives have held a series of meetings with camera and drug distributors, and consider the response to date phenomenal. Entry blanks have been re­printed twice already, and there are 22 mil­lion now in circulation at dealer stores. The Thompson group on Sylvania feels that if this dealer response is any indication, the contest will be "the biggest thing that has ever happened in the photo industry."

WALTER ROBERTS -- New York

Representative

Behind Walt Roberts' current title of Representative is a variety of expe­rience gained under the tutelage of a num­ber of Thompson veterans.

Like many in advertising, he "used to be a newspaperman himself" — first during his Navy V-12 program at Williams when he worked to revive a faltering col­lege newspaper, later as a reporter on the Portland, Oregon Journal.

An interest in writing, developing into a larger interest in business, steered him away from the calling of a physicist father and a biologist brother to a major in marketing at Harvard Business School, where he gained his MBA degree in 1952, four years after Princeton awarded him his B.A.

On a visit to Harvard, Bob Hawes stirred Walt's first interest in J. Walter Thompson and the deal was sealed with a conversation with the late Henry Stevens, who told him there was no one royal road to success in advertis.ing, but one of the best began in the Graybar Builclaing.

At the age of 32, Walt's work as a representative benefits from past tours of duty in the research, media and new business departments. With Vergil Reed looking on, Walt tackled varied assignments from conducting a series of interviews with dealers in floor coverings to writing a precis of a monumental Roper study on the relative influence of advertising and dealer persuasion on the sale of TV sets.

In retrospect, Walt also places high valuation on the experience he gained in piloting Thompson's Junior Review Board.

An 18-month hitch on new business with O'Neill Ryan was followed by a stim­ulating period with Ed Robinson, who whet­ted Walt's appetite for working on the development of new products. His first account responsibility entailed taking a new product from the drawing board to national distribution.

For several years, Walt has applied what he has learned about advertising to furthering the "Junior Achievement Program", a national program of education in market­ing sponsored by American business for high school students. With the help of adult advisors, students go through the practical business of setting up a corporation, pro­ducing and marketing a product. Two prod­ucts which Walt helped to launch paid off.

PEOPLE

TOM WASON (Chi.) is Chairman of the "Three-Day Team Event" for the Pan American Games to be held in Chicago next year. RUDY PERZ (Chi.) has been elected Treasurer of the Chicago Copywriters Club. HENRY 0. WHITESIDE (Chi.) spoke on "The Role of Symbols in the Market Place" at the .American .Marketing Asso­ciation' s National Conference in Chicago. JAN­

ET WOLFF (NY) addressed the American Market­ing Association in Detroit on January 20. Her topic: "How to Put Women in a Spending Mood." FRED WELMAR (SF) in Chicago January 16-23 on Schlage Lock. Engaged; SUSAN BRAND (NY) to Martin fell; ELEANOR E. LIND-GRSN (Chi.) to William A. Lundin.

From the News Bureau FORD D.IVTSION of Ford Motor Company Rotunda Drive at Southfield Road P. 0. Box 608 Dearborn, Michigan LOgan 5-7200

FOR RKT.F.4SE IN PM's OF THURSDAY, JANUARY 15. 1959

PHILADELPHIA, Pa. — A Ford economist today said recent events .indicate

the United States is at the end of the so-called post-war economic era and the

beginning of another where the amount of prosperity will depend upon the number of

creative ideas and the new products brought into being to provide an even higher

living standard,

Stahrl Edmunds, manager of Ford Division's economic studies department,

said the period ahead would see a transition from the post-war phase of the economy

where effort was devoted to producing "more of the same" to fill easily recognized

wants. Prosperity in the forthcoming new era, he said, will depend upon indust.ry's

ability to create new markets for new things. "New products and new ideas," he

said, "are the very essence of the growing economy."

Speaking before the fourth annual Forecasting Luncheon in Philadelphia,

he said:

"The fact is that we need a series of technological explosions in con­

sumer markets to launch a strong, new business cycle for the 1960's, just as great

missile and rocket advances were needed to launch the military into the space age.

The pressure upon private business management is to bring these technical advances

in consumer markets into being rapidly enough to stimulate broad new demands, to

create the vision of a new way of living, to generate a surge of buying based on

new consumer wants and, through this new demand, to foster new capital investment.

"These are the conditions upon which an early and expansive boom will be

based. If management cannot do these things, if business tries to get by, just

making more of the same, we could encounter some very indifferent years until the

mid-sixties when new family formation by itself will stimulate economic activity."

- More -

- 2 -

He added, that "American business already is off to a good start in

creating the new products needed for a new boom. But a more massive effort is re­

quired to carry a business cycle into a strong upsurge from 1959 to 1970. After

all, the boom of 19U6 to 1958 was built upon all the accumulated innovations gener­

ated in the fifteen years from 1930 to 19U5> as well as upon its own inventiveness.

Today we have no backlog of ideas to draw upon. We must propel the next business

cycle by our own efforts. It will be a 'think-as-you-go' boom if there is to be

any boom at all."

.Mr. Edmunds said a "think-as-you-go" boom may require a different

approach to management than we have had during the past dozen years. The past

dozen years were a "more-of-the-same" boom.

Three developments in management seem to promise that industry will meet

the needs of the coming decade, he said. The developments are:

1. The redirection of product plans toward filling consumers'

latent wants rather than their recent wants.

2. A reversal in organization thinking — at least in research

and planning activities — in which jobs will be fitted to

creative men, rather than men fitted into jobs.

3. The continued development of rapid and comprehensive infor­

mation systems on the physical actions in business.

"The creative side of management can be strengthened by a new outlook on

organization. Instead of assigning duties from the top down, management can

generate a tremendous reservoir of ideas by seeking solutions from the bottom up."

1/12/59

Fingers on the pulse of the European Common Market. Five J.Walter Thompson Company offices!

U.S. business is investing in the Common Market faster than in any other major market area

Investments by U. S. companies in the Common Market countries are up 146% over 1950—against a world average of 114%.

Earnings on these investments are increasing faster than the world average (92% against 88%).

Why is business investing at such a rate?

Because major U. S. companies are confident of the continued growth and stability of the Common Market countries. But many companies are not decided on what long-range effects the European Common Market will have. Will a tariff wall, for instance, prohibit some kinds of imports?

So they are buying and building on the spot. Five J. Walter Thompson Company offices on the continent and an office in London are an inti­mate part of the Common Market development—they are in the midst of the great changes happening al­most daily.

These offices Eire fully staffed. Across the channel the London office by itself is Europe's largest advert i s ing agency . Each office is a completely rounded or­ganization with broad experience in in­ternational marketing. Their creative facilities are the best in Europe. They total more than 1,100 people.

Has your company made a study of the Common Market? D o you know what other U. S. companies a re doing to

J.WALTER THOMPSON COMPANY New York, Chicago, Detroit, San Francisco, Los Angeles, Hollywood, Washington, D. C , Miami, Montreal, Toronto, Mexico City, San Juan, Buenos Aires, Montevideo, Sao Paulo, Rio de Janeiro, Porto Alegre, Santiago (Chile), Lima, London, Paris, Antwerp, Amsterdam, Frankfurt, Milan, Johannesburg, Cape Town, Durban, Port Elizabeth, Nairobi, Bombay, Calcutta, New Delhi, Madras, Karachi, Colombo (Ceylon), Sydney, Melbourne, Tokyo, Manila.

capitalize on this new development? We are making a continuing study of the Common Market and if you wish shall be happy to discuss it or any of Europe's 21 markets with you. Simply get in touch with the J. Walter Thompson Company, 420 Lexington Avenue, N e w York 17, N e w York.

The Western European

Markets This book is proving an in­dispensable aid to business­men alert to the opportuni­ties of this rich market area—21 markets —335 million people. Compiled by J. Walter Thompson Company, pub­lished by McGraw-Hill. Available at leading bookstores or write J . Walter Thompson Company for 10-day trial examination. 300 pages—$18.00.

This advertisement appears in Fortune, February; Advertising Age, February 2 3 ; Western Advertising, February; Wall Street Journal (Pacif ic) , February, 1959