Vol. XIV, No. 22 June 3 , 1959

Supermarket area, i s Canter consists of two sections of v a i l shelving, 16 feet in length, a movable 8-foot gondola sect ion , plus two It-foot sections for end-aisle -as*,

in 8-foot wall section for drugs and cosmetics Is fronted by two 3-foot portable counter units which also can be used as check­out counters.

GROCERY-DRUG MARKETING CENTER IS NEWEST CLIENT SERVICE AT NYO New York... A Grocery-Drug Marketing

Center has been set up in New York Office to help evaluate point-of-sale material, package and package design and to aid cli­ents in solving special problems.

Authenticity, the prime objective has been combined with flexibility to simu­late any department or section of a store in the field. Ail clients1 products along with those of major competitors are dis­played in the areas which they normally would be found in regular stores.

Through the Center's facilities, packag.ing can be judged in true competitive situations, not on a desk top or window sill, but in a proper shelf position and in proper relationship to competitive products. Deal packs and premium offers can also be closely scrutinized as to their legibility, impact and shelf appeal.

Point-of-sale material, such as end-aisle displays, case wraps and shelf extend­ers can be evaluated in this authentic set­ting fcr impact, 3ize, color and legibility. Shelf-shippers and counter displays for drugs and cosmetics can also be evaluated for proper size, color and legibility at counter level in their proper perspective.

The usefulness of this Center will depend on the ability and desire to put it to work. Thompson members servicing pack­age-goods accounts are invited to look over the facilities. Representatives are urged to notify clients of its availability if they wish to prepare their own display material, packaging and photography of same for sales brochures and sales presentations. The Cen­ter is located on the liith floor adjacent to the merchandising group. Keys can be ob­tained from Ken Topalian or Claire Bracchi.

The Center provides an excellent means for taking photographs for trade advert tlsements, .sale, brochures, deal packs, etc. under true-to-life store condi­tions.

For example, the photograph (left) taken in the new Center will appear In an Owens-Illinois Institutional adver­tisement in the August 29 issue of SATEVFPOST. Instead of having the for­mer inconvenience and expense of shoot­ing tha picture in a regular supermar-ket after hours, the Thompson team had complete control over the tine and ar­rangement of products,

A movable gondola section .makes the Center highly flexible for photograph­ing clients' products in the most ad­vantageous ways.

90P»i SVISRINO OF FLY SHATTER

DR. BUCTi I'm Dr. Ar-tbur Black of Black Flag - - my unci . , b l . s s his heart, s t i l l believes In f ly swatters.

I'm going to show him how to k i l l f l i e s with . .

BlKk Flag's Insect Bomb.

I t hangs in .the air longer, "catches* more flying Insects .

Costs 10 to 20 cent* l e s s , because Black Flag s e l l s more insect ic ides than anybodyt

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Contains 5 proven bug k i l l . r s . . .

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Th. only good bug is a dead bug...

Black Flag dead.

THOMPSON CONSUMER PANEL FINDINGS AID IN SUMMER MARKETING PLANS FOR BLACK FLAG

New York... Dr. Arthur Black again speaks up for Black Flag Aerosol Insect­icides this year. The likeable little man will meet and solve insect problems with Black Flag on network television and spots in 36 markets, in a campaign planned with strong assistance from the Thompson Consum­er Panel.

It was learned from the Panel ttiat each of the three Black Flag Aerosols — Insect Bomb for flying insects, Roach and Ant Killer, and House & Garden Bomb — has its own peak selling period during the sum­mer season. (For example, House & Garden Bomb has its peak season in June and July.) Advertising was planned for each to coin­cide with these peak selling periods. Also, the decision to use network television came from Consumer Panel findings. .Although liquid insecticides are important in speci­

fic areas, the market for aerosol insect bombs was found to be generally nationwide.

Dr. Black, with the voice of actor Louis Nye, does a twofold job for Black Flag. He helps sell the bombs, and adds an institutional flavor by helping to build identification for all Black Flag products. Part of the Black Flag concept is the slogan ~ "The Only Good Bug is a Dead Bug...Black Flag Dead'."

The twelve prepared commercials run from the middle of May through September, with network television beginning June 1. Seven daytime network participations each week have been scheduled on CBS and NBC, and advertising will appear weekly on the evening show "Name That Tune." Radio spots support the television advertising in Texas, New York City, and the Carolinas.

Darrow drawings on exhibit at N Y O

Drawings of Whitney Darrow, Jr. can be seen in NYO through June 5» A contrib­utor to THE NEW YORKER since 1935> he also has done work for national ad­vertising. Drawing at left is taken from the current book "What Dr. Spock Didn't Tell Us," which he illus­trated. This show can tra­vel. Contact Dione Guffey (NY) for information.

June 2 - 5 is N Y O Savings Bond Week

New York.. .Members of New York Office are being encouraged this week to purchase U.S. Savings Bonds through the payroll de­duction plan.

The drive was launched yesterday with a memorandum to NYO members from Ed­ward G. Wilson, enumerating the benefits of savings bonds. Today through Friday, members from various departments will contact all Thompsonites, answering any questions they might have concerning the plan.

not an inch of territory lost FREEDOM is something you take for granted—until you lose it. Freedom to live and work and worship as you please.

But ask the people in Hungary about freedom! Ask them in East Germany! Then remember that ten years ago the menace that was blotting out freedom in country after country in Europe was creeping westwards—in your direction.

The formation of NATO, the North Atlantic Treaty Organization, in 1949, put a barrier of defense between you and the growing Soviet bloc. To the

Reds and other would-be aggressors it said: "An attack on any one of our 15 nations will be an attack upon all." And since NATO has become a fact not one inch of territory in the Atlantic area has been lost.

NATO today is much more than the most powerful military i>eacetime alli­ance in history. It is a living shield of free men working together to bring prosperity into the lives of us all. NATO deserves your support in the new chal­lenges that face it today; it is your best bet against another World War.

Write for free booklet to: NATO INFORMATION, BOX 88, New York 21, N. Y.

WHAT NATO HAS ACHIEVED

H NATO 10 YEARS ON GUARD AGAINST ANOTHER WORLD WAR

NAT S H I E L D O F F R E E D

FREE NOTI BooMel: Write Bill 88, item Yarn a N. Y.

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Without NATO we'd all be sitting ducks Nations that look like sitting ducks to the Communists are picked off. One by one.

Call the roll of vanished freedom. Al­bania... Estonia. ..Latvia... Lithuania... Hungary... Poland...Czechoslovakia...and more. All gone. When the Tree world was not united, the Soviets moved in.

That's why NATO was formed—the North Atlantic Treaty Organization, com­posed of the 15 free nations named above. Pooling the strength of free men. NATO says to the Soviets: "An attack upon any one of us is an attack upon all."

The Soviets halted. For ten years not an inch of NATO territory has fallen.

The cost ? 4 few months of World War 11 cost far more than the entire bill for ten years of NATO. A bill shared by 15 na­tions. Find out more about how NATO works? For free booklet write: NATO Inform.tion: Box 88. Naw York 21, H. V.

"WHAT NATO HAS ACHIEVED"

1. "Stopped Soviet aggression in West-

2. "Spread the burden of defense against Communism, For every American sol­dier in Europe, other NATO nations provide nine in ihe NATO area.'"

3. "Secure behind the NATO shield, we and 450 million other free men can make progress in peace."

10 years on guard against another World War M f l T Q

• w S PON SOU ED A 1 PUBLIC SERVICE BY HEADERS DIGEST

THOMPSON CAMPAIGN URGES GREATER ACCEPTANCE OF NATO ROLE

New York... "Since NATO, not an inch of t e r r i t o r y has been l o s t to the Soviet ."

This i s the keynote of the dramatic current campaign produced by Thompson in behalf of the North At lant ic Treaty Organi­za t ion . .Be.hind t h i s basic achievement l i e many NATO accomplishments: mi l i t a ry secur i ­t y p o l i t i c a l and economic cooperation, s c i ­en t i f i c and cu l tu ra l exchanges.

Ever since the inception of NATO, Thompson has acted as volunteer agency for i t s adver t i s ing , designed to promote a fa ­vorable climate for continued United States public support .

With ten years of success behind NATO and a c r i s i s over Berlin immediately ahead,

the 1959 campaign has assumed major import­ance. The response by newspapers, maga­z ines , radio and TV s ta t ions i s evidence of the a t t rac t iveness of the adver t is ing and a lso shows recognition by media of the im­portant ro l e which NATO must s t i l l play as a safeguard against another world war.

The in te rna t iona l character of J .Wal­t e r Thompson has helped considerably in se r ­vicing NATO.. For example^ the poster (above) which has had such acceptance was designed by a dist inguished French a r t i s t working i n associat ion with Thompson-Paris and the headquarters of NATQ also located i n Par is*

Among famous persona l i t i e s who co-op­erated in making the radio spots were Ar­thur Godfrey, Jimmy Rodgers, Jo Stafford and Bing Crosby.

LOY BAXTER - New York

Group Head

Public Relations-Publicity Department

"Any man in business today who doesn't understand the importance of Washington had better learn fast or find someone who does."

With this parting remark, the manager for eight years of the Washington, D.C. Of­fice headed for New York to assume new res­ponsibilities as a group head in the .Public Relations-Publicity Department.

Loy Baxter, salesman, writer, adver­tising man, began generating his well-known enthusiasm for things at Indiana University. Here, while working his way through college performing sundry tasks, the magnificent sum of #5 was proffered him to produce a column, a humor story and five cartoons a month for "Bored Walk," the college humor magazine.

Having tasted literary "success," he became editor and, upon graduation in 1937, bought the magazine, formed a publishing company, and put out another humor magazine for Butler University. He also sold free­lance fiction and cartoons.

But for World War 11 he might have been lost to the publishing business. It nipped his enterprise in the bud and sent him .into the North African invasion with the .Array's Second Corps.

Subsequent wartime service saw him at Allied Headquarters in Oran, in Cheltenham, England, and at the Pentagon, where he handled public relations for the Contract Settlement and Surplus Property Division.

Discharged as a Lieutenant Colonel and reticent about any honors he may have earned, Loy joined Mohawk Carpet Mills, Amsterdam, New York, as assistant adver­tising manager.

In 19U7, the following year, he joined J. Walter Thompson as a writer in the Wash­ington Office and, in 1950, was named mana­ger there. Under his aegis, the now renown­ed "Toys for Tots" program was developed for the U.S. Marine Corps and the proved success theme, "The Marine Corps Builds Men."

Devoting a considerable part of his time to sales training, Loy supervised ini­tiation of an 18-hour sales trairung course for .Marine recruiters at Parris Island. He undertook speaking engagements and sold the Thompson campaign at every major Marine base in the United States and Cuba.

Scope of Loy's activities as Washing­ton office manager, contacting government agencies and the myriad of other duties in the nation's capital, may be measured by the fact that in a single year the office provided service to 75 Thompson clients.

Now ensconced in the Graybar Building, Loy's multi-faceted talents are being ap­plied to several accounts, ranging from automotive to frozen foods.

In his "spare" time, he is enrolled as a reserve officer in the Army Coninand and General Staff School, an assignment that will see him on two weeks' active duty in June.

PEOPLE

JOHN L. McQUIGG, vice president and manager of the Detroit Office, will transfer to the New York Office July 15 to assume executive responsibilities as management supervisor of the Detroit Office and chairman of the Review Board on the Ford account. He will be succeeded by WILLIAM D. LAURIE, JR.. pre­sently supervisor of account operations in Detroit. ** Visitors to NYO last week were:

Geoffrey Brewer, Director of Mac. Robert-son Company of Melbourne, Australia; Cecil King, Chairman of the London Da.ily Mirror and The .Amalgamated Press; Ralph Champion, U.S. Bureau Chief of the London Daily Mir­ror; S. T. Ryder, Editor of The Stock Ex-change Gazette, .London; R. D. Bloomfield, Advertising Manager for Latin America for Rlckitt & Colraan.