HAMILTON COUNTY OHIO - BUSINESS: History of Stockton, West, Burkhart, Inc.
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                        The History of
                   Stockton West Burkhart, Inc.
               Advertising Agency - Cincinnati, Ohio
                   written by C. Thomas Martin 1982



Television however, was a whole new ballgame.  Due to technical limitations, 
film could not be used and tape recording had not been developed, so all 
commercials had to be produced live in front of cameras.  The same cameras 
used to transmit the program. 

This place more emphasis on the Visual, the Art Division, then on Copy.  The 
stage set, lighting, background, everything seen could make or break the 
commercial.  The important question then was which Division should be 
responsible.  Art or Copy, or should there be an additional division to 
handle this new medium?

Burkhart recognized this and knew that all percentages would have to be 
re-evaluated to make possible an additional division.  In the meantime - "the 
show must go on" there were clients who should be using this new and powerful 
medium and commercials that needed to be produced.  Martin agreed to accept 
full responsibility for all television commercials and work out the 
percentage question later.  But it also meant that any copy adapted or 
developed for television by the Copy Division would be paid out of Art 
Division budget on a time spent basis.  A bit unwieldy, but television was a 
learning experience so a decision on an additional division was postponed.  
All agreed however, programs were a time-buying function of the Media 
Department. 

The fact that there were excellent television facilities in Cincinnati was a 
plus for SWB.  Local programs were easily shown to clients and SWB could work 
with the stations in rehearsing and producing commercials.  SWB quickly 
acquired the experience necessary. 

With the increase of clients, personnel and additional departments, Burkhart 
devoted more time to developing procedures which he believed were the keys to 
successful management.  While there was no dispute regarding the importance 
of procedures, Burkhart did tend to overemphasize them.  Stockton's spark and 
idea spontaneity seemed to be dulled by all this.  He was successful in 
bringing business in, in his own way, but was now expected to follow the 
step-by-step procedure Burkhart initiated for all Contact men.  Stockton 
found this too frustrating and decided to ease up on his involvement and 
perhaps retire.  Then came a shattering blow to SWB - Eric Stockton died 
suddenly from a massive heart attack in May 1952.  His death was mourned by 
all our clients, civic leaders and everyone who knew him.  As a tribute to 
his self-effacing and unselfish contributions to the agency, no client losses 
resulted from his death. 




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