Word: procter
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Last week Procter & Gamble, biggest soap-opera impresario in the land, decided that it was ill-advised to run duplicating shows on NBC's Red and Blue networks, proceeded to cut down on its aerial schedule. While the economical mood was on it, P. & G. also decided to give up its Everyman's Theatre, least popular of its three nocturnal programs, on which it had given radio's wunderkind, Arch Oboler, free rein since last October...
...Hudson Motor also granted its 12,000 workers vacation bonuses. Two days later Briggs Manufacturing (automobile bodies) announced $40 bonuses and 2/ wage increases for 19,000 men. Other bonuses-of-the-fortnight: A & P stores, $1,500,000; International Shoe, $600,000; Glenn L. Martin aircraft, $500,000; Procter & Gamble, $500,000; Horn & Hardart (automats), $340,000; Royal Metal Manufacturing Co. of Chicago...
Since radio went all out for quiz shows, many a program expert has strained mightily to vary the monotony of the question and answer formula. Strange product of this striving is the NBC show, Truth or Consequences, through which Procter & Gamble plugs Ivory Soap. Based on the oldtime parlor game, Truth or Consequences differs from rival questionnaires in that it penalizes participants who are baffled by its queries. Boisterous, rowdy, full of custard-pie humor, the program last week was hard on the heels of top-rating quiz show Information Please...
...astonished is cocky little 31-year-old Oboler that such theatrical lights are anxious to deliver his lines. "They realize," he points out, "I have a respect for the medium I am working in." For this respectful attitude, Oboler is paid $4,000 a week by Procter & Gamble. His contract gives him the last word on all problems connected with Everyman's Theatre, on which each week he offers a half-hour of what he calls "socially conscious drama," written and directed by himself. Out of his $4,000, Oboler pays actors (his top: $1,000) and musicians, sometimes...
Ayer's bad news was not the biggest in the agency world last week. Colgate-Palmolive-Peet Co., No. 2 U. S. soapmaker (No. 1: Procter & Gamble), which spent well over $6,000,000 last year to sell Palmolive soap and 432 other items, abruptly announced that after Jan. 1 Benton & Bowles would handle C-P-P advertising no more. This bombshell was followed by another: B. & B.'s $1,000,000-a-year Continental Baking Co. account also went into other hands. These losses will cut the agency's annual billings about in half...