ADVERTISING: KEEPING PACE WITH MAGAZINES

• Document Type: CREST
• Collection: General CIA Records
• Document Number (FOIA) /ESDN (CREST): CIA-RDP73-00475R000401430001-5
• Release Decision: RIPPUB
• Original Classification: K
• Document Page Count: 1
• Document Creation Date: December 27, 2016
• Document Release Date: December 19, 2013
• Sequence Number: 1
• Publication Date: July 8, 1966
• Content Type: OPEN SOURCE

;TAT
Declassified in Part - Sanitized Copy Approved for ReleaseZ.50-Yr 2013/12/19: CIA-RDP73-00475R000401430001-5
JUL, 8 1956
,
Advertising: Keeping Pace With Magazines
By WALTER CARLSON
The Publishers Infol:M4P21.
Bureau renorted to the Maga-
zine Publisheq, Association
,yestcrday that maga.zinre_a.s1
rveiu fn 9 first
h lf
., . .
rcaciicil "a record all-time!
.h
,cent ibo e I st I"rt
keepin'gC. pace. with this
.growth and the stiffening com-
:petition in the business has
;been the burgeoning number of
;changes of key personnel driv-
ing .the magazines to ever big.
ger revenues.
I There have been recent high-
level changes at McCall's and
at Fawcett Publications, and
yesterday two new publishers
were announced by the Mere-
dith Publishing Company. .
.12.azzin D. Tuciccr, the re-
cently elected ? president of
Mer..dith, announced the ap-
pointments of Robert A. Bur-
nett as the piiiirrAre-r"-Orrarer
HOnTes"-arfe'fr.denSi'aiid-rOd
Strnes--AS-tae-pUbfiSlieria-Siic-
cessfnl''Farrn
''Mr."-BUrnett,' a company vice
president, has been ad director
of Better Homes for the last
five years, and Mr. Stifles has
been ad director of Successful
Farming for three years. ?
? Previously, there had been;
one person in charge of Mere-
dith's magazine division, who;
served as publisher of both mag-
azines. Until last month, the,
position was held by-George H.
Allen, who went to Fawcett as:
vice president, magazine. divi-1
sion, a new post., ',;
Design of Appointments
In announcing the changes!
at Meredith, Mr. Tucker said
the appointments "are designed;1
to create a more product-orient-p?
ed organizational structure'
within. Meredith's.. magazine;
publishing, division, with eachl
magazine functioning,, as muchl
las possible, as an autonomous ?
operation." He added: company with Papert, Koenig,
"Recent years have seen (Ira- iLoin, Inc., effective Oct. 1.
rnatic changes in the magazine: On that date, "the entire line
of new and existing Coty cos-
industry generally and in ouri
own two products spccificaiv. fi 1iC products" is being as2
signed to Warren, Muller, Do-
Regional editions, ..yridirated
lobowsky, Inc., already a Coty
Do-
research, the agricultural revo-
agency.
lution, shifts in the -patterns of
urban living, and many other
The amount of billings In-
factors have reateci bliSitleSS
S011ree indicated that the move
which is different and vastly ?
could involve up to $3-million
more complex than it was just'
a few years ago." r.or Warren, Muller.
s, T. r.,ie move amounts to a con-
.
iges solioAtion of all Coty business
c 'raw-Hill, too, .s Made
at two. agencies, the .other be-
a'ii; number of appointments
illg Vest, Weir & Bartel, Inc.,
in
its publications division, iiiclial-
which. handles fragrances and
iaz.the mornotion 077,ind hair-care products.
C. .
Jarnes":1-1.''4 licks Greist Aides .
f6unrTer, a.s. :vice .presi- i-iick & Greist, Inc.; has cen
di'rt'Thi 4'lctig traiized marketing and creative
? 'The miW pOst. is in addition si:irvices into two departments
to his present responsibilities as and named directors ? to head
vice president of advertising them.
sales. Tulman, will head the
,In addition, creative department, which has
was named to th"riev.,/ Po'st of been ? organized into individual
ag art-copy-production teams with
services; Ervin DeGraff as re- specific account assignments. ?
gional vice president, Atlantic. Media analysis, market re-,
district; Huber M. Gemmill as search, merchandising, program
vice president of circulation, evaluation and sales analysis
and Jerome D. Luntz, publisher 'have been .; combined into. a.
and editor of Nucleonics, ,Nu- marketing-services ? department
clegnics ,. Week ,..a,nd_Seientific under vice president Stanley,
Iteks:rch' to the new PhSt. of Newman.
director of, planning and de-
velopment.
Meanwhile, running ahead ,of
the over-all 7.4 per cent increase
in magazine. ad revenue for the
first half has been Good House-
keeping magazine.
Raymond J. Petersen, the
magazine's publisher, reports an
8.8 per cent increase in rev-
enue; in the period above 1965
half, or a gain from $16,861,132
to $18,345,719, making it the
highest income period in ? the
magazine's 87-'year history.
Cory Shift
?
? The Ooty? division of Chas.1
Pfizer & Co., Inc.,' announcedi
yesterday that it was parting,
1
'Accounts '
F. 'B. Compton. Company, a di-
vision ' of Encyclopedia Bri-
tannica,Inc.,- to ? McCann-
_ _
Ericicson, Inc., Chicago, for
' home field sales.
Jerrold Electronics's GoVernu
ment and Industrial division,
to"Lescarboura Advertising,
' Inc., Briarcliff Manor, N.Y.,
for advertising and sales pro-
_ motion.
. People
Charles W. Tennant and R.-Bev-.
'erley Corbin named vice pres-
idents at '.the J. Walter
? Thompson Company.
,Ruth Ziff and Dr. Alfred Rem:';
son appointed vice presidents
at Benton & Bowles, , Inc.'
'Jack
4ack D.. Strohm, David Z. crit-
'fin and James ,Marshutz pro-
rioted to, vice presidents at
Caniphell.,0;lwaldw Company,
..? .
?
Detroit."
Daniel B. Scully named a vice
president . at Leo Burnett
Company of Canada, Ltd.
Arthur L. Wilde, appointed 'na-
tional director of public rela?
tions at Marine Studios, Inc.,
Los Angeles. .
liklipaityoa/kna,gi tiecoynsnaamdevderItinstienr-
g
sales manager for Reader's
Digest in the United 'States,'
Charles E, Overholser Jr. ap-
pointed director of research
? at Young & Rubicam, Inc.'
Kenneth Seaman appointed vice
'president of the reference di-;
vision of the Encyclopedia:
?, Britannica Educational Cor-.1
poration.
Gene Wortsinan named director.'
of the Washington office of
Daniel J. Edieman and Associ-
ates, Inc.; public relations. I
'r
John T. Cahoon appointed di-'
ector of corporate planning
i
, and research for the Firestone!
'?'? Tire and Rubber Company. '
,Thomas A. Dozier named Eu-
; .ropean editor, of Thne-Lifel
International.
,Rod man Sweeney appointed
? manager, of advertising and
sales promotion for the IGE
Export division of the Gen-,.
? , eral Electric Company.
James F. Quinn named director
of advertising and promotion
, at Coronet Films, a division
of Esquire. Inc. \
,Charles Clancy' appointed direc-
tor of retail marketing for
MacFadden-Bartell Corpora-
'tion, and Micicie Siegel named
editor of IN, a MacFadden-
' Bartell publication.
Lewis W. Gillenson named vice
president and editorial direc-
tor of Grosset & Dunlap, Inc.
. Addenda .
41Albert Frank-Guenther Law,
Inc., Is-tindertaking an edu-
cational advertising program
for 'flier,. Schmidt dr Co., Inc.,
Intended to. explain the.special-
ized investment . field of puts
and calls.
cIngenue magazine will in-
crease its circulation guarantee
from 750,000 to .800,000 copies,
effective ?with .the. January is-
sue. ? :; ?
n.f-Inccifipri in Part - Sanitized Com/ Approved for Release @ 50-Yr 2013/12/19 CIA-RDP73-00475R000401430001-5