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'fhis; special cigarette issue is com- _ . bined;with the issue of. Decernber 29 . ~ .. ,t. COVER: Ad for.Phllip Morrls Comniandercigatettes, prepar~d"tiy;' , Leo' B urnett Co: Chicag , , o ., :.. . . :- . ~. ~ ~: . . . PRINTERS' WK bj - Is pu ished Weekty; except one isspe at year's nd-by , Pnnten Ink Publishing Co,rporatwn Publication office: 440 Boston- Pos~ $oad, •: Ortlnge; Conn -:.ExecuhKa :U d51itoriai; d d i i ' . an , a vert s ng offices Vision $uilding :. 635 Madison Avenue New York 22 ; Cppyright°7961 by. Printers' Ink I'dbtish-- ing Corp 'ail r~ghts` reserved. Second-class postpge paid at,orcinge Conn Sub= s - , , yY~p(tory{ ; ; U S and, pJssessiors $6 ri year --Ca~ad6 $7 50: All other countnes; ' °~12 $ub'scnlSt~oq ~4 rvi 'M l- b -- e @ c~=, a~ . su script~on .orders- - corr s)fop¢enEe and hangea of a~ldress } o: PRINTEItS INK )Op t ; ~ ~ , ;. - ynrfia/d Ave:~'1VeW l.tindon,,. Conh:,; .. . _ w . , . ;uorors : ~mc.- . ra4 .:~arhOld . AVg.

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C ~Tanff r~ductions ,` Expeet a nuaiber` of tar.i.ff,'reductions tapbe °-_ annqunCed `-.by: the .Kennedy ;Adminis_trat3on '.~ ~anytim~ now-and then a stiff.,battle zn,Gon •gr.ess o,ver what additional, authority the Ad ministration should .' have to effect =fii°ither `' cuts _Lower:, tariffs wili mean greater nnter ~gn cairs and a host ot o#her ~ra~iiicts eali be xpecte$ s.hertly ;Then . fihe Ad~inUttatzori' f Ts the 'p~asia cs intiirstry girdmg £or a su stanfght for new busme~s~ SVIq~es by ~ix ~ plast.ios. _manufactuxers this month . apparen ,- ,.rM.-~ were aarned 'at unprovtng: fhe~r posittoM; m the rac~ fox , oppbrtanities -as new uses 'fox ` pol}~iiierS Par.e discovered Two companies : have given their plast~.cs divisionst `rnore , recognition ' Owens=Illinozs' Glass: ~:, Toledo,'-.separated its -closure and plastics :division, into two'separate units and - gave plastics -a 'separate sales force: Antara "' • chemieals division = of General Aniline & Film Corp:,_ New York, has'changed the designa '° tion of its acetylene chemicals department to polymerieFchemicals and bolstered the depart= " ment s;; sales force.` And W IR. Grace & Co. of Clifton,- N.J.,- `;has=announced~a major expansion program for itspoly3ner chemicals division: ,It's expanded ,~prod~iction . •.facilities-° at Baton Rouge, La., ` 50 per,; cent. , es ra0 ar. I 11 e ',he; burnin&qttestio ch' :~roductS ;vva11 6 that deve~lj ~ed the ro a~cfr has been n~med; .,f.~ es#,~r chairmanio~ the ~IA~T bM5 ~, ~ ~aove +e~ipepted : EF ,..f S S-{L., to aad th~ unplementatton of #he prograni. ~' ~herry, mana~Yer of sa es ~]romotion ax~d • ztt r s: ~ E~ec~r~c Sr~ Eu advert~sing at I~ehance F~a r?~ se' P's.an. a3.,. 4. .. e Co mg , Cleveland w~s , e~ected, a~oaig ~~ vi ce chan~an jay M Sharp~~ general maa~a~e~ri, oft advexFi~mg, Alumu~tin~ ~,Ca; af ` Amenca~~.; Pittsburgh;'seeretary G. Carrt~~l Buzby, presi _r dent of Ciil.ton Co,, Phi3azlel~lna, and 1re~ts . tr initip~,esncr~euv, ~arogram. [embp~`s o f ~t~~~T~tu~trza~ ~;dvertisintg 4. ch,, pnstxtute : a~narentlv .Iike tlie 4o ear thef,, ssn ox os' e. nrst Los ~~e1es .. ~. <±. n:='t~o •~r~oks fo: ~ e. ~ ~,4r; ent irer Robert D Towne~~ presider4t of W L: Cowne Co;, Nevu York __ Nhat's aheacl in circulation war?` f. Two developments - recently underscorev- ';the mounting preoocupation of advertising executives with magazine circulation'-wars Fairfax ° Cone, chairman of the - egecutive °.' -eommittee, Foote; Cone. & Belding; -told the Magazine Promotion Group that -magazi.nes . should concede, the numbers _ battle to .tele- vision and take advantag `e -of their' own.: _ "uniqueness" . if they wish: to attra.ct adver.- `' tisers. _ ' At about the same time, Atidit Burean of . Circulations announced 'it rejected - Curtis _ Publishing , Co: proposals _ to disqualify sub- . scriptions_ sold at less thaii one-half the ag-_ gregate newsstand price and .to impose great-: `' other er controls ovex bonuses, discounts and circulation boosters. C'omnienting on the ABC action, E. ~Iuber ~ Ulrich, Curtis senior ..vice-~resident and di= rector of circulation, said "Apparently we ~e stack in this situat~on aYtd ~k d~n t knov¢~w an do about: , ~ v h,} .J

M , .ew HoWSheaffer got a new pen r. tor a fI.Ang start with Telegram-Plua~ - t., . . _ Sheaffer's;,kremind,er Chp 0a~lpo~nt was sure to-go places fast But first, Sheaffer had to get its unique product feature dramati ;ca1ly,home^to 1000 key accounts. _Telegram-Ptus did it quickly and:powerfulty On the day,of Shqaffer's sates in.eeting; Western . Union delivered,r (1) the'pen with a. crisp` dollar bill attached ,to.,;ttte revolutionary, chp-`and (2), a compelhng telegram th.a# y ~. ~. 'protnised "Sheaffer`wdl turn our Chrlstmas ust as green as thi s._dollal ", 7hrough Telegram'-P7us Servlce, -Sheaffer spread : the newsr, hypo ed. the market wlth buying In#erest, ~pavec~ the vsray for. aatesmet~ Simltar problem itn your promot1Qn Pmeta~le? `Putyourportk tacro~svu~tltWes#errt;~)nlo~itTelegram PlusServ~ce Wireco!lect ~or mformation pr drop us a 1i.ne onyQurtetterhead Vflestern U~ron ~pec~al Servi~es~.t for ac#lon lRAMSlott~'RQt~i~?T/0 t3 , -OPIE"7$R~5 ~ ~~lRV$YlSERVI~E#~ /~D DI~TRf6 Ir4 r r ------------------------ --- - WESTERN UNION Ir ~ i.EGRAM ~t, :t - -- ,~-_- -.. I t I Sp.:i:-il Scrvices oluisfon• Dept. P-5 COLLECT ~, ...j.~ lYc;tcrn Uniun:Telcrraph Co. 60 Hudson Streut, New~York, N. Y. ~ - Plea~..~~ send me infonnat[on, w7thout~~obligation, on - `~ Westcrn Union Tele);rzm-Ptas Service. t ,. ~.Namc_- Coinp~,an •« Y- rti~ f _. ;, - -- -- ~ ., T*~iI ~ kcldress---- _ - ---- .t ~.~ ..1'~ CitY._ S t a t e , . .:. .,f:.. R1tST/%~ tr

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ENTERTAINMENT? YES! NEVUS_'nlational H , untley- Brinkley; local, Hugh DeMoss-for the most complete news coverage from around the world and back again. sp®glTS-Ohio State u mes, nd football g l a versity basketbal plus Columbus lets baseball, and Scioto Downs Racing. Broadcasting's radar weather service, a vital link in the U.S. Weather Bureau's Weather Warning System. PBBLIG AFFAIRS a variety of programs includmg "Probe" and "Viewpoint"-which cover ({a t ~n the front of issues ando ~oeate more informed, world today • • • more active citizens. 1 so call your WLW representatives ... you'II be giad you did! A PU BLISHER°S VIEW A great opportu n ity for management It may have happened, but I don't recall an instance in which American industry has really put advertising to work con- sistently to explain the true facts about management's and labor's mutual responsibilities in achieving profitable success for their companies. Advertising to explain management's viewpoint, once a com- pany is strike-bound, is quite common. But by then it is often too late, and the advertising stops just as soon as the strike is settled, not to be employed again until there is another major management-labor conflict. Now, however, it seems to me that President Kennedy has given management the incentive for a carefully planned, long- sustained employment of educational advertising. The time has come, the President recently told the National Assn. of Manufacturers, for the United States to speed the day when products will move between the United States and the burgeoning European Common Market free of historic trade barriers. I think the President is basically right, and I was pleased that a Business Week survey among business management uncovered a surprising amount of support for the President's objectives (Business Week, December 9). Expressed also, however, was deep concern for the problems that will exist as we move toward a policy of free trade. High among them, of course, is the ever-present fact that U.S. labor is so much the highest-paid in the world that unless further wage demands can be controlled, we may well be licked in a non-tariff world economy almost before we start. There are abundant reasons to believe that, given anything approaching an even break on wage costs, U.S. management can compete successfully everywhere in a free-trading world. But the best management and production techniques yet devel- oped must sooner or later have the support of a labor force fully conscious of its responsibilities in keeping U.S. products favorably competitive. The advertising business is eminently equipped to make America's workers understand. But somebody has to pay the bill, and certainly the labor bosses will not. Thus I suggest it is time for business management to think deeply about the value of underwriting an advertising program that can and will do the job-now-before it is too late. In world markets, which are never going to be the same again, the business will go only to the courageous and forewarned. The kind of advertising program I envisage would cost millions, but if the result were true labor-management cooperation in the crucial years ahead, this cost would indeed be insignificant. 6 PRINTERS' INK

R V17 BUSINESS WE E K A McGraw HBI PWicatlon © e Why cover girls don't like us ;>There's' `only one way a..glamour most influential business.executives. If yoa.sell:a~product .or,service_ to queen 'can make BirstqEs~ WEEg's You can h the most concentrated business, you should investigate why oover-by becomillg ~an important- . , BUSIldESS WEEI{' reaches. mtanage- audience of management men in BW s busttaess figure: :. pages. Your'do.llars won't be diluted .. ment more directly and with less by thousands of subscribers outside.-_ waste-than any other magazine. For Bvsumss WEEK keeps its mind . on business. Its weekly concern is the management sphere. You won't ,.If you'd like to see alt your dollars ." with whatever in the world' affects pay for movie fans, farm hands, or , working for you, you should find out business decisions. jazz bands. You'll be buying the why BtTsYNEss WEEK can say: . ~ siinon-purest audience of manage- , . We admit this limits our audience. ~ent people in all publishing._ .. You get more management readership Hotasewives, barbers, doctors. den- v , per dollar in Bvsirrtss W~E~ than in o, tists, motormenland;musicians•can't •. . Because not -only. does BvsrxEss , any other publication in the field. ~'3 really use ourpu.bhcation WEEg atGract management men=its . circutation 'policy .rejects almost v all ,,. If your story appeals to managQment __ Instead of cover girls, BvsrrrESS others. Last year alone,, 13,133, sub-" men-tell it, an the magazine that offers ceverage .`of Ameraca's;, scri~tiox~ were politeIy`declu~ed; appeals to them

nt tN(, , i rkr Weiis . f-L?~iO Vo 1Notan t2,Ltrrrfi iia 1Melr.;r,foyoe, a.dvertising ;~raits and speaiat reports. ~., ~CTS EDiTRR;;'peggy Boame r',''Vifarren Kayes t7°QRS..:Rebert L. $rawn, rriarketi Deitch; Richard Evans, Jr ,Si;ies ' J~i;; O Farretl research Letters YJhrcki : 0, ,qtten,. R, Dodd, Jr, tetevision radio; , ~ cansumef adver~js_ing i~ihn .M Me~er .. . ~~ . .. [i~~'1Let~ng,. Ve`tm~a Stout,. frhotographs; ead~rer'tisrn~; ~pqori~s;;Robert.:NC•" Brt,~i.T.t~.,:: . .....,. ~ , .. }?F *r ~vlari~~~ t~gt tlet,'. a,~s,~~gni srt itirec= a~+ht~ l ... gkt¢a :0 ~Ctra{,[tt"`C Ma4in Fi' l.:vfC~ CutAN/ktaCit., jiar I t 1 ^w.,rt In". .r. i<,-ny {_f~1~,UR1ASnFiiCCS: vi f i u".f e ~~~~4j ~"NCs~~, I,A y90 f, tf~~:: Fd Mii j = nir ri .~ l 5t t.ja;,,, "qCl,7oSt~allx,. Susan ~r_x?~`~,~Cttiacts~ 1SeopFe: - t r~t~ ~~r, ~ ~`~ttz,e ~.'~ 1'f21:~D£M ~:, hl ~,iy~eT~'t'tt#r~E , ~~ ~:.=~ ~ n:Aisl, ~fi:~ , ,r r. r~,µ~ te~„~„~ ~}li,.~,t,-, e Mof~ °~t'~tip'31hf~~: i ,rt>>,.:,rtc~~~.'~" ge7tcies_ _ 7_~DF~eIt(Ai.. tI~FI~~. (-larrv Ereg S~h A~setr~o C~,t~pr~?a ~ i~ i ~nt tisX ~DtTDRS~ AuroKri ;~teesChmart~ &ot ' r,~,~ ~ e~'kner- Hai St~birrs~ I~erbert L~ Ste• ~ i r, F?ichard tl~efister ~ A b ~~tpi~ht~S w.C. Arfhurs Cotun?.btis, O, en~~ri tJes fytoines Pete, '.Bougho, ~lq•eoha .:. n '~- '~pt~e; rtulinngopot~s ~ ~ul DTck; Kryder;. . ~ 4oe RAberty, t(ansas.(~ kty .Ntp.s Rvrigld. - ~ _$~tie~er . ,ti;r"Scott Stc E~aixts `t]arwm aa. ~ gs Y~gas Rab.eet tte~dter, Cincir~iixtt Rob ; , 1 in;t~n' Venverr , Ken YY Ptoiuard Memptiis Leo -~ y. F: prnan Seattte Fred Nlccdr#$y, 6oston t=rank: Ctevelarix[ .}ohn McEnd}C peirA~t R 7 Perrys ,, ~ ~SLoJt;S ~ '.uen Schne,der Miame JacK Esteli ~nipaii$Thomas C±StowetE, - Atbany; , ; M,I red 1ttnJ~n ~ovidei~ce R i `t`oni Wtiite, Batt~m_ ore~ Alen l !nrt.~ey+ QrFeans l4ugqst; i=ahano, , Ftouatari; .`.~ fr '1'hifa~ieCphea; C M. Seifert, Montreai:: -_~ Gasnpbett4"M'extca .Crty: Wilfred Ryder,. ~ i fbrt fa~! ~d Rachpfeyer,Tntcyo V. T. Sarin[sandam, ~ bu ~pere $'~fr tri eeham, Sydn'ey Aitstralia, PREStE~ENF:.ADVERTISING,'Arthur B. Whitcomb . ~ T~G MA1VAGl=R;`Claretice Ei Gehrnan ~ ~A R ~Ef2TISIFtG.NtANAGES, James E: Dean., -. ~ ~F b ~QVt f2'tiSll~tG tJ~ANAGER, Robert-E. Baker V~5~kA~.DS1')_RTtSENQ 1ti1~lNAt~~R: Jack !Nificut.t ~ f+11At~t¢G~R D.6nald Catfersorr ~ t~ ttt A1 M%1NAG,ER '3oseph ~?; Feger a Ivl°ANAGER ;tosepft"N: FEacks, . ~' Y Rk~~{.IC`~ ASS,IS`r6(NT Dan AkeHo ~ 1s F$#0~ASEttTATtVES; Ptr»ke. and BrowrF,. 1722 ~ ~es•NaverE~'`;a31dg , Altanttk 3; Perkins, Stepflets. ~,cier LL~~h,.8721' 13eueriy Blvd:, Los Angeles, 48. , a ~'1~'5~tt~r St. San.Fr~nc~sco;,Gat~f.;,,Noraif aiid,- ~`ar~,~itl: ~_r`p-~n St t_oradari 1N.`1 Karl H. B"ach• . ur~ Attey.°MarunouphE, Ch,iyoda•Ku...,.i ION rence,~..1p... .-. r. .~. .,-..-i: `..FT lE ADiTLALWiA,YS REMEMBER directOr of ad~rerf~~l~g and pubflc relatio~s,s~ ~ Krsl~~C tnc ~Vewar~C N J~~ ~~r~ r~~~ ~~ ~lk .- r>r~ 4 & ~.Q ~ ,The ~ss~gnment vsras sunilar ;=tc ~.`tbp. ~ page ~ broc~ure ` qnde~ a~. blue ~ntec~ t, m.atx~ that cro$s ifly desk monthly Thee at gtafe cotret ~ :~ ~ u_r k <sy~r" ~l~w~ yice president in =charge.of chain store ;~~ r In-11 pages anclud~ed„ ~tbe axte m ;? leasmg and commereial prnpertxes : ciueia~a, a s~p map sho~ utg oceu uvanted a brlacliure prepared that would paney of alI t~e lit}ildmgs ~an tlus area, become.}part Qf our merchandising ef ; a photogra.~ib of tht3 property ~`,rela fbrf for,a veYy `valuable'_parcel of.,dojvn `. taori to ~tyuo`:bloclcs of retail stores,. and town: Newark,' NJ., real"estate The ; a riew Z,000-car,nindergxlound parkmg . owners authorized us .to::offer.the Iand'. ,- area,. severai pages. of; market. d~.ta, "as is"=or as the- site _of a:new reta~l'` population irends,: and notes about,the structure or office , bitilding. future growth of ; the cominunity. I was furnished with a photograph The reactions . to the. finished : bro- - of the property and a big sheaf of ._ chure were - enthusia-stic : The, - owner _: . hand-scribbled sheets containing mar- immediately renewed our. ' exclusive . ket data and o_ther` pertinent informa- • authorization for an additional term.. ti+on. Several real estate officials of _leading In short; the property looked .just. retail chains wrote.. or 11 called to say like any other. I..decided to approach it was outs-tanchng:'.And =our salesmen _ the -brochure in a different anann,er: acquired a;number . of prospects. After a great deal of deliberation I de- The msti-tutionalvalue of the °,bro cided that the best impact could -be ' cliure has~ been great It was mailed .- gained by selling the city, rather than ,out to approximately one.-hundred.lead- the specific location.' ers of governarient,, industry and.fi-~ fi- With the vast resurgerice- of new.of=, nance in• the :Newark 'area, witli' -an fice - building constraction , completed - .- acc'ompanying letter signed by_ our, and in -priogress; the term "new" •New- -. president, David 'Kislak ark has become an,accepted description . All too,.often .adverthsing=people-re- =of New Jersey's largestcity. For. #he," "ceive scant.: credit for _the -.business p cover of ::my, brochure; _ I bought ; the -. g?'owth tbe~, work has eated This ~ latest.;.airview of_' the.:downtown .a.rea;, was a gratify~ng ,e$penence: cropped it to : show the "most dynamic center. of the:: o$ice 'building district, , If You have a favorite ad (print or broad and blew. that- up to bleed .'all-around: --cast) you would" Iike- to reminisce' about, c„ please send,.story and adto Larne " T.he dramatia.effect was further en .-. O'Farrell, a.ssoeiate,'edltor, `, PR1N~T~RS` hanced 'by anoiuitir the enti,re, 2~.1NK, 635 ilVtad~son~Ave ~Neyr~ Y~b~rk 22,,` ~

,, FMVCJ'1a7T _; • 3 may get the message .~ , here, . M 0 ru_ :your ads in the Yellow Pages sell him when he's ready to buy In your next advertising campaign, plan to take advan- how many different Yellow Pages directories you select. , tage of the,unique selling.power of the Yellow Pages. For details on how the Yellow Pages fits into your The same selling message you-deliuer in other advertis- advertising-selling plan, contact = ing media will reach your best prospects via the Yellow your National Yellow Pages Serv- P_ ages_- the people whp are ready to buy.. , e ice representative through your ,•YEtROYV PAG1914 And you can choose from over 4,000 different Yellow Bell Telephone Business Office. StRi"M- * Pagos d~irectories to sell your precise market All with oile G~Qntact,. orie: : contract, one monthly bill- --; no mu.tter ONE COIYTACT/ONECON.TRACT/ONE_MON_THLYBILI _- r ' .r . . - - , .. ' , .. . 5...-. . ... µ".E. .a -._ ~..- .-_._« _ . -. ...._. . ...j... ...Y~.tlF - a.Y.• ur.+->:... DEGEMB~R.,22, -1~¢I f I

a ABC -TVgains a new affiliate ... and again, the affiliate walks offwith the audience. ' On Sept. I st, WBRC-TV in Birming- ham, Ala., became the exclusive home for:ABC programs in this two-channel market. Programmed .against it on the other channel is, as previously an- nounced, "the best of Nets Y and Z." A-nice clean case for the inevitable comparison,-right? Right: ~Iere it is, courtesy of Nielsen, ~` for the four',weeks ending Nov. 5th. YYB. RC-TY was fiYst 70% of the half- hours. WBRC-TV look, 5 out of 'the 7 ~tights YVB,RGTV hQd 13 out of the top 2Q . sh-ot~us.. WBRC-TV_delivered 29% `more - total homes, per average quarter-hour. Actually, it was predictable. Again and again spectacular gains have followed affiliate switches to ABC- TV. In Portland, Ore. In Seattle- Tacoma. In Boston, Cincinnati, Salt Lake City, Milwaukee. After their switches, shares . of evening audiences have jumped as much as 52%. Where will it happen next? ABC Televis ion- *Source: Nielsen Station Index For the four w%seks enditig NovOtllbOr ' 5,_ 196t, 6:30 to 10 PM. Mon,day thru Sunday ... - . _ . ~ ..-,. .. -.. ~.....n. __ ....~.N ..~ ._.~ ..3 INK