Chicago Tribune from Chicago, Illinois • 56

Section 3 Chicago Tribune. Wednesday, December 5. 1984 Marketing Pay TV readies new orange drink VV -N George rr Lazarus Cranor Boyd Schingoethe A LOW-CALORIE orange drink is in the works at Procter Gamble. The beverage may well be a flanker product of the Citrus Hill line of orange juices Procter exploded on to the market in late 1982. Since that time, Citrus Hill has become one of the top three brands in both the chilled and frozen concentrate businesses, which currently have combined annual volume of $2.9 billion.

Sources suggest has a low-cal or diet orange juice under development. However, Procter won't be able to put such a tag on an OJ under Uncle Sam's present guidelines. By definition, an orange juice has to contain almost 12 percent natural fruit or sugar to be called OJ. 1 "Unless Procter can get the federal government to make some changes in what constitutes orange juice, the firm technically can't promote it as a low-cal," said a source at the Florida Department of Citrus. PROCTER GOT into the OJ market with a 1981 buyout of the citrus processing business of Ben Hill Griffin a Florida firm.

The best bet is that is working on a crossover product of its OJ brands and Orange Crush carbonated drink marketed by Crush International, a recent Procter acquisition. The latter company also sells Hires Root Beer. The new low-cal orange drink is likely to be test marketed some time in the first half of 1985, sources said. Procter obviously is determined to broaden its presence in the overall orange beverage category. Heavily promoted, Citrus Hill has become the No.

2 brand with a 7 percent share in the $1.5 billion frozen concentrate business. The line ranks No. 3 with a 10 percent share in the $1.4 billion chilled orange juice segment. has recently been testing in Iowa what it described as an improved Citrus Hill concentrate. It's -called Citrus Hill Select.

Coca-Cola Foods' Minute Maid is the dominant brand with a 30 percent share in concentrates. The same label also has 17 percent of the chilled business. Beatrice Companies' Tropicana leads the chilled business with 29 percent share. Tropicana has 4 percent of the concentrate volume. ILLINOIS ON TV units for sale here and in L.A.

By Charles Storch OAK INDUSTRIES ON TV subscription television services in Chicago and Los Angeles are on the block. "We would be interested in selling our operations based on receiving a suitable offer," said Richard Colt, senior vice president of Oak's television operations subsidiary, in a telephone interview Tuesday from Oak headquarters in Rancho Bernardo, Calif. However, Colt said his firm wasn't currently involved in talks to sell either its Chicago or Los Angeles subscription television ISTV services and hadn't retained a broker to assist in a sale. In August, Oak said it planned to sell its flagship STV service in Los Angeles to its local rival, SelecTV but talks broke off Oct. 4.

OAK ONCE WAS the leader in STV, a broadcast pay TV service, usually single channel, that competes with multichannel cable TV. Over the last few years, Oak has sold or closed down all its STV operations except those in Los Angeles and Chicago. Colt said Oak had "no concrete plans" to sell or to close down its four-year-old Chicago STV operation or to sell its 49 percent interest in WSNS-TV Channel 44, which broadcasts ON TV in the Chicago area. Problems in STV and in pay TV equipment have contributed to Oak's losses of $166.1 million in 1983 and $29.5 million for the first nine months of 1984. ON TV IS the sole STV service in Chicago, having bought out two former competitors, but it continues to be buffeted by competition from cable TV and from videocassette rentals.

ON TV has about 75,000 subscribers in the Chicago area, Colt said. That is down from about 80,000 in August and 89,500 in mid-1983. Eckerstrom, Emmett Curme, Don Gunn, Diana Maxwell and Bob Chase IMerrill Chase Galleries. Dick Schingoethe and Al Schulman, both recently with Cunningham Walsh-Chicago, joined E.H. Brown Advertising.

Schingoethe becomes a VP and associate creative director and Schulman, an account supervisor. Schingoethe reports to Geoff Martineau, Brown's newly named senior VP and creative director. Adolph Coors the Golden, brewer, is gearing up to introduce its beer brands to the Chicago market and other parts of Illinois near the end of the first quarter of 1985. Coors has lined up seven Chicago-area distributors. Coors is now sold in 38 states.

This column on Oct. 4 disclosed Coors' Chicago plans. Cigar-smoking comedian George Burns once again will appear in a new role as pitchman. He'll be a spokesperson for Anheuser-Busch LA beer in a new advertising campaign airing shortly. D'Arcy MacManus Masius Worldwide in St.

Louis is the agency for this low-alcohol beer. Burns, now 88, has been hawking Heublein's Black Velvet whiskey and Pollenex products for Associated Mills. Chicago Advertising Club holds its annual Christmas party Thursday night in the Holiday Inn City Centre. The CAC expects a turnout of 600 to 750. Chairman of the.

event is Larry Weltin, president of Noble AssociatesChicago. For information, phone the CAC at 644-2272. Beecham Products, a Pittsburgh-based firm, is planning to introduce a pump-dispensed version of its Aqua-Fresh toothpaste in early 1985, confirming a story in this column Oct. 9. Grey Advertising in New York is the agency for Aqua-Fresh.

Visolux an Arlington Heights firm, retained Haddon Advertising and Haddon, Lynch Baughman for a marketing communications program. The client, a manufacturer of general purpose photoelectric inductive and capacitive controls, formerly had FletcherMayoAssociates as its agency. Reese Communications Video magazine finished 1984 with an impressive 11 percent gain in ad pages. The monthly this year will carry 840 pages of advertising, up from 770 for 1983. Video's December issue with 117 pages of advertising was its biggest ever.

vice president of marketing since mid-1983. Wilson, a west suburban River Grove-based firm, and Frito-Lay are units of PepsiCo Inc. Burnett hits $1.1 billion Leo Burnett in Chicago has become the first domestic ad agency office ever to exceed $1 billion in billing in a single year. Burnett management estimated 1984 billings of $1,116 billion for its USA unit versus $914 million for 1983, a 24 percent increase. Burnett's worldwide 1984 billings are estimated at $1,681 billion, an 18 percent increase over 1983's overall $1,428 million.

Burnett's USA billing tops by a wide margin billing for any New York agency. However, Young Rubicani various Manhattan-based units, including USA, Marsteller and sister company Burson-Marsteller and Wunder-man, Ricotta Kline, will have combined estimated billing of $1.25 billion for this year. The various New York-based units of the Interpublic Group of Companies, including McCann-Erick-son, and Marschalk, have combined annual billing estimated at $1.4 billion. Bozell taps Anderson Rolland R. "Ron" Anderson was named president of Bozell JacobsMidwest, moving up from executive VP and creative director ot the agency's Minneapolis office.

In this new post, Anderson will head the agency's offices in Minneapolis, Chicago and Omaha, which this year will have total Billing of more than $210 million. Anderson will remain in Minneapolis. He reports to Wayne Fickinger, the Chicago-based vice chairman of Bozell. On the move: Kayte Deevy appointed an account executive at WCLR. Susan Boyd joined Frankel Co.

as group creative director. Doug Spaulding promoted to senior project director in the research department at Foote, Cone Belding. Charles Honaker named director of public relations, Water Quality Association, Lisle. Strictly Personal: Birthday greetings to Ralph Wilson boosts Cranor Wilson Sporting Goods Co. boosted John M.

Cranor III to president-chief executive officer, succeeding Willard C. "Bill" Korn, 42, who recently was promoted to president-CEO of Frito-Lay Inc. in Dallas. Both appointments are effective Jan. 1.

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