Chicago Tribune from Chicago, Illinois • 92

CHICAGO TRIBUNE, MONDAY, DECEMBER 11, 1967 8- Section 3 ADVERTISING MARKETING CORRECTION Your ad in our magazine will reach more air-travelling readers per dollar than it would in either or NW. Source: 1967 Simmons What's in a Column? Panic, Sweat, Tears Reward Complaints BY JAMES M. GAVIN "I can't do it. I just can't do it." Typewriter "Don't be silly. You like to eat don't you?" I i iC "I tell you I'm burned out.

I've had it. TTvorv rpativp iripa has hppn rirninprl frnm mv The underlined words were inadvertently left out of last week's advertisement. fever-racked brain." Typewriter "So, what's new. You've been V' or years without disturbing your brain. I A- 4 a WE'VE BUILT A REPUTATION HELPING GROWING BUSINESSES If your firm is thinking about plant expansion modernization, you couldn't do any better than talk to one of our representatives at Mid-City National.

We've built a reputation helping jrrowincr businesses like vours with the financial aspects of plant expansion, modernization, and automation. In fact, we're now known as the "bank where business banks." For over fifty-five years we at Mid-City have been helping all our customers with their banking problems. We like to think we've been successful in helping solve the problems at least, our customers have resjonded by making us one of the fastest-growing banks in Chicago, in terms of capital assets. So if your business has been thinking about constructing a new wing on the factory, or automating the office machinery, give Pete Bakwin, Mid-City president. Lou Giff, senior vice president, or Ken Sk per, vice president, a call at -161-7600.

A phone call might be the turning point in your financial problems. The NATIONAL BANK OF CHICAGO The Expressway Bank Where Business Banks 801 W. Madison at Halsfed 421-7600 Member Federal Deposit Insurance Corporation Site you push the panic button and feel you're thru?" "A man can't keep this grind up, smart guy. You know Hemingway made a lot of money for a lot less writing. He'd go to Spain for three months to rest up and watch some 1C Gavin '-WJ 3d to the Leadership Community bullfighting." Typewriter "You're not bad at bull fighting, my son." "Well, how would you like it if every day a million ad guys had a shot at you for what you'd written? 'Why did you write up til fell i i II ni'pHijI ill WM i ill' iM'lir i Ml1 i lljilj il rJ'J my product? You don't know anything about advertising.

I spend a lot of money in the Trib and I think Til call your editor or maybe even the JUST PUSH HERE! Typewriter "Stop. The Tribune is a family newspaper. Stuff like that doesn't go." "How about, 'When the revolution comes the advertising parasites will be the first to be eliminated." Typewriter "I've told you to lay off reading Karl Marx when you're trying to read your worry-taut mind to sleep." "How about 'Betty Furness should be made the Czar of Typewriter "Now your on the side of Russian royalty." "Because I AM the real Anastasia." Typewriter "Stop it. Your cracking." A Case of Supersaluration Then, I wrote. "All advertising men eat Wheaties." Typewriter "Better." "Advertising is the grease that eases the sale." Typewriter "Automotive thinking." "Advertising revenues will go up next year as the American public clamors for more product information." Typewriter "Splendid.

By Jove, I think you've got it." "The rains in Spain fall mainly on my Hanes." Typewriter "Superb. And where's that blasted plain." "In Maine, in Maine." And a happy XYZ to you, too. Typewriter Turns Taskmaster Typewriter "Haw, Haw. A million readers huh. Ever figure out your cost per thousand? They don't make fractions that small." "See, you too.

Everybody's a critic. 1 think I'll start using a pencil." Typewriter "But you wouldn't hear that cute clacky-clack rhythm I play that keeps you humming along. Besides, your fingers are too stubby." "Okay, you got any suggestions on what I should write?" Typewriter "Start with the first thing that comes into your head." "Elizabeth, give that Welshman the heave: Here is a round, handsome Irishman who wants to be your world traveling playmate." Records Spinning Way to Top John Connor to Receive Ad Council Award the wVt omt I BY LYNN TAYLOR Recorded messages are cutting a ftter slice of the advertising media pie for themselves as advertisers are discovering that they can add a special punch, or a new dimension, to whatever they are trying to sell. The product is not necessarily commercial. Ronald Reagan turned to messages on Never Needs Sharoenina! I I -1; i vinyl during his political cam Wo fly more nonstop Next shipment, see your freight forwarder or agent, and specify Alitalia Airfreight.

In know-how and service, capacity and frequency to Italy, you can't beat ALITALIA And from Italy, we provide immediatecon nections with Alitalia all-cargo flights throughout Europe and Africa. In addition to our jet freighters, all our jets carry cargo worldwide from New York, Chicago, Boston and Montreal. all-cargo jets to Milan and Rome than anybody Alitalia's DC-8F jet freighters fly nonstop to Italy from New York as follows: 2 amThu 5 am Fri 4 amSat 7 am Sun 10 rm orders from customers who refer in tho Churchill record as their source. New uses for the soundsheet continually arc being discovered. It entered the pharmaceutical advertising field this September when Eli Lilly company, Indianapolis, decided to use a record to help promote its oral contraceptive, C-Quens.

The original order of 1.5 million soundsheets was distributed to the 1,000 Lilly salesmen at the beginning of September. By the end of the month, another order had to be placed with Eva-Tone for a second 1.5 million soundsheets. Now in Spanish This time, however, 320,000 were recorded in Spanish, a recommendation received from doctors in New York, California, and Texas. "There arc, as yet, no formal results, George Ginn, market plans manager of the Lilly company said, "it will take some time to evaluate the program. But we're very enthusiastic about it." The record basically is informative, repealing what is learned from the doctor.

It is given only to doctors for distribution to patients when the salesmen make their rounds. It was designed to be a timmts Mechanical Pencil paign. Colleges, churches, and the Boston Museum of Fine Arts have used records in filnd-raising campaigns. The Evanston Chamber of Commerce recently used a recording in their yearly statements to members and prospective members. Reagan, the Boston museum, and Evanston are all customers of Eva-Tone, pioneer manufacturer of vinyl soundsheets in Deerfield.

So is the National Geographic. As Memorial Tribute It was the black soundsheet doctor's aid, Ginn said. It is a supplement, but not a substitute, for a doctor-patient discussion. Easier than Reading Altho Lilly has a booklet which covers the same subject, Ginn feels that some people don't like to read, that it is a chore. He said a would rather call her doctor when she has a question than thumb thru an instruction booklet.

Instead, she can play the record. Lilly company has decided to continue using of the soundsheet as a result of its immediate success. Welch said Eva-Tone company doesn't think that records, as a communications medium, have as yet started to use their potential. Every company in the country can make some use of them, he said. The company started making cardboard records in 1957 but switched to the longer-lasting vinyl in I960.

Future uses of the record might include on-pack distribution, as a premium offer with top talent recording, and as a training device for companies. Montgomery Ward already uses records for updating sales personnel). Welch said that the record also has potential in employe communications. "This is not a gimmick." Welch said. "It's a good program.

But we still have to educate people to our business because it's so new." John T. Connor, former secretary of commerce and low president of Allied Chemical corporation, has been chosen by the directors of the Advertising council to receive the 1967 annual Tublic Service Award of the council. The presentation will be made to Connor by John A. McCone. last year's recipient, at the annual dinner of the council to be held Wednesday in the Plaza hotel.

New York City. Since 1954 the award has been given to a prominent American businessman to honor him for having "contributed notably in public-service to the welfare of his country and his fei'ow citizens." Connor joined Merck Accompany as general attorney in 1947 rising to the presidency eight years later. In 1965 he was named secretary of commerce, the first cabi-ret appointment made by President Johnson. He is a director of Allied Chemical corporation. General Foods corporation, and General Motors corporation.

He is a member of the committee for economic development and the council on foreign relations, a trustee of Syracuse IN. Y.l university, Manhattanville college, and the Pingrey school in New Jersey. For i i in the National Geographic of Accountants Executives Draftsmen Engineers 0.5mm 12 LEAD AUTOMATIC Continuous Feed World's thinnest, strongest lead! Pentel's EXCLUSIVE PATENTED new composition' leaves no residue or ash. STAINLESS STEEL TOP ERASER UNDER TOP STAINLESS STEEL CHANNEL AND TIP August, 1965, a Winston Churchill tribute issue, that brought Eva-Tone to the attention of 4.5 million readers and on the road to acceptability as a communications medium. Norman Welch of Eva-Tone said the company still receives fTni.i ii iii Ad Rqw Roundup Executives can be coached IT 1 1 As far as carjto goes goes all the way.

EAST ADAMS STREET. CHICAGO. ILL. TEL. 6S6-5W on their speaking technique by INDIVIDUALLY BOXED a new firm.

Speakers Labora- 55)90 MM tory, 612 N. Michigan which AfAIMBbE If mlVWVII i ft BLACK BARRELS I lis previewing its system at 7 Constant I p. m. today in the vidicom 0.5 mm refill Itod (HB-H-2H-4H) 50c lube corporation studio, 738 N. La- Kirshner of W.

N. Kirshner company will lead the discussion. Shieffelin company. New York wine and spirits importers, have appointed Sullivan, Stauf-fer, Cohvell Bayles as the agency for all brands. The account formerly was divided between Sullivan, Staufferfand West Weir Bartel and Carl Ally, Inc.

Among the imports are Teacher's Highland Cream scotch, Hennessy Cognac brandies. ALWAYS i Salle st. Television playbacks OF AMERICA, LTD. for speech training will be demonstrated. WE HONOR ALL "Ideas" will be the topic at the meeting of the Chicago chapter of the Association of Industrial Advertisers at 11:45 today in the Drake hotel.

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2 Call your local Post Office or see their National Zip Directory. 3 Local Zips can be found on the Zip Map in the business pages of your phone book. PeblMMo1 public service in coep-ratiea with The Advertisinf Council. If anyone has seen alittle old lady towing a blue plane, please callBranifFimmediately S50to $5,000.