Word: sanborn
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Last September Manhattan's big, busy J. Walter Thompson advertising agency launched its star account, Standard Brands, on a new radio venture. The Chase & Sanborn (coffee) division of Standard Brands had scored heavily on the air with Major Bowes and his amateurs. Then Walter P. Chrysler bought the Major away, at a time when many admen thought his peak of popularity was passed (TIME, June 22). It was up to the Thompson agency to top radio's top show in a year when novelty and unusual program ideas were being demanded in no uncertain terms by broadcast sponsors...
This program, slightly toned down, Chase & Sanborn brought to its listeners over a coast-to-coast network, with commercial plugs by breathless Graham McNamee. An obvious "natural" for the mass audience, the Good Will Court was given approval by a parade of politicians led by New York's Governor Lehman and New Jersey's Governor Hoffman. The lower court judges and retired magistrates who served received $250 each, "for charity." An endless stream of stammering unfortunates appeared to feed its microphones. Not too sure they liked the idea, but reluctant to cross a good client, National Broadcasting...
...York lawyers finally asked the Appellate Division of the Supreme Court for an opinion on the question of whether or not it was ethical for a judge to give legal advice "in connection with a publicity medium." For Chase & Sanborn other lawyers argued that the broadcast was "humane'' and a "great system of public education." Nevertheless, the justices of the Appellate Division frowned heavily on the Good Will Court last week. They ordered all New York State lawyers henceforth to stay out of Chase & Sanborn's court...
Trick of the Yean Last year's outstanding audience-catcher was the Bowes amateur hour, acquired by Manhattan's J. Walter Thompson Advertising Agency from a relatively small station to follow in the footsteps of Comedian Eddie Cantor as nation-wide salesman for Chase & Sanborn's coffee. This season's most unusual big program may be Chase & Sanborn's "Good Will Court" in which downhearted folk step up to a microphone, tell their personal difficulties to municipal judges who pass out good advice. Appeal of this program, which shrewd J. Walter Thompson begins...
...Station WHN. Last year, after Roxy had failed on a spectacular scale to make a go of Radio City's gigantic Music Hall, Major Bowes's hour had become Radio's No. 1 commercial broadcast, worth $7,500 a week to Standard Brands to advertise Chase & Sanborn's Coffee over 60 National Broadcasting Co. stations. Last week, when it was announced that beginning in September a new sponsor, Walter P. Chrysler, would pay him a reputed $15,000 a week for program rights alone, Major Bowes graduated clear out of show business, was a big business...