The Top Ten

General Motors replaced Procter & Gamble as the nation's biggest advertiser in magazines, farm periodicals, network television and Sunday newspaper supplements in 1960, according to an Advertising Age survey. The top ten:

General Motors $66.4 million

Procter & Gamble 50.2

American Home Products 41.5

General Foods 35.7

Lever Brothers 33.8

Colgate-Palmolive 27.3

R. J. Reynolds Tobacco 23.9

General Mills 23.6

Ford Motor 23.6

Chrysler 22.8

The top ten invested a total of $348,800.000 in the four media in 1960, a bare 1% increase over 1959. There was only minor reshuffling among the top ten: American Home Products (Equanil, Anacin, Chef Boy-Ar-Dee Foods) and General Mills (Wheaties, Bisquick, Betty Crocker baking mixes) each advanced two notches; Lever Brothers and Ford fell back two.

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